Brand Guidelines
Crafting the Visual Language of Positive Change
Visual Impact
Contents
VISUAL IMPACT BRAND GUIDELINES
Welcome to the Visual Impact brand guidelines. This interactive tool establishes the visual framework for a revolutionary approach to impact measurement and innovation support. Our identity system has been thoughtfully designed to reflect the transformation from potential to proven impact—bringing clarity, credibility, and momentum to the impact ecosystem.
These guidelines provide all essential elements needed to maintain consistency across communications while allowing the flexibility to evolve with the growing impact innovation movement. Whether you're part of our core team or a partner organization, these standards will help you correctly implement our visual identity and effectively communicate our mission of driving measurable, positive social change.
Within these pages, you'll find detailed specifications for our visual system, which has been crafted to reflect our commitment to precision, transparency, and transformative innovation. The circular flow elements, measurement grid system, and vibrant color palette work together to visualize the journey from startup potential to verified impact.
Our brand elements serve as visual tools to communicate complex concepts with clarity and purpose, reinforcing our position as leaders in the new era of impact innovation.
Logo
PRIMARY LOGO
Our primary logo consists of the "VISUAL IMPACT" wordmark set in a bold, custom sans-serif typeface. The distinctive letterforms convey clarity, precision, and forward-thinking innovation while maintaining accessibility and approachability.
This wordmark embodies our mission to bring impact measurement into focus through clear visual communication. The balanced letterforms and thoughtful spacing represent our methodical approach to translating complex impact data into accessible insights.
When using the logo, ensure it is displayed with proper clearspace and never altered in proportion or color outside of approved variations.
CLEARSPACE
To maintain the logo's visual impact and legibility, always maintain minimum clear space around it. This protected area ensures the Visual Impact identity remains distinct and prominent across all applications.
This protected area should be equal to the height of the letter "I" in our wordmark, creating a consistent boundary on all sides of the logo. This measurement provides proportional spacing regardless of the logo's size.
This spacing rule applies to all edges of the logo lockup, ensuring it stands out clearly in any context. No graphic elements, text, or other visual distractions should infringe upon this designated clearspace.
SCALING
To preserve the integrity and legibility of our logo, never reproduce it smaller than 35mm in height for print applications, or 100 pixels for digital platforms.
This minimum size requirement ensures that all elements of the logo remain clear and recognizable across all applications. The flowing forms and precise typography that define our visual identity must maintain their clarity at all sizes.
When scaling the logo, always maintain its original proportions. The symbol and wordmark must remain in the established relationship without distortion or alteration. Always use approved logo files rather than recreating or modifying the logo.
SYMBOL
Our symbol is a flowing monogram that merges the letters 'V' and 'I' through an innovative system of connecting circular forms. This design represents the transformation of isolated data points into meaningful patterns that reveal impact.
The organic connections between the circular elements symbolize how disparate measurements combine to create a complete picture of positive change, while the grid framework reflects our commitment to precision and systematic evaluation.
This distinctive mark should maintain its integrity across all applications. When using the symbol independently of the wordmark, ensure adequate clearspace to preserve its visual impact.
SEAL
Our brand seal serves as a mark of verification and authenticated impact. It incorporates our circular motif in a continuous loop, with key messaging arranged in a circular format that reinforces the cyclical nature of impact measurement and improvement.
The seal contains our core values and approach: "IMPACT-DRIVEN SOLUTIONS • REVOLUTIONIZING BUSINESS AS A FORCE FOR GOOD • INNOVATION AND RESPONSIBILITY • AREA OF INNOVATION." This reinforces our commitment to creating systemic change through measurable action.
The seal should be used selectively for certification purposes, official documentation, and ceremonial applications where we want to emphasize verification and the sanctioning of impact achievements.
GRAPHIC ELEMENTS
Our flowing circle elements serve dual purposes, functioning both as abstract graphical components and as a distinctive numerical system for sequencing and categorization:
NUMBER INTEGRATION
The flowing circles can be arranged to form clear, recognizable numerals (1-5) while maintaining their organic quality:
"1" uses a single vertical flow element
"2" incorporates a curved top connecting to a horizontal base
"3" creates two connected circular flows
"4" combines angular and rounded elements
"5" mirrors the "2" with distinctive top curve
This numerical system provides a unique way to:
Denote steps in a process
Indicate priority levels
Create section markers
Establish visual hierarchy in documentation
The numerical application maintains our brand's core principles of precision merged with organic flow, creating a distinctive visual language that reinforces our systematic approach to impact measurement while remaining visually engaging.
In all applications, maintain appropriate clearspace around these elements to preserve their clarity and visual impact.
MESSAGING
Our messaging framework balances technical precision with inspirational clarity. The core messages emphasize our commitment to innovation support that drives positive societal change. Example headlines include:
"INNOVATIONSSTÖD SOM DRIVER POSITIV SAMHÄLLSFÖRÄNDRING."
"EN NY ERA AV IMPACTINNOVATION"
"MINDRE GREENWASHING, MER IMPACT"
"STEG-FÖR-STEG FRÅN STARTUP TILL IMPACTBOLAG"
These messages should be presented in our established typography, with consideration for hierarchy and emphasis to ensure clarity of communication across all touchpoints.
Color
COLORS
Our brand colors reflect our commitment to transforming impact measurement through clarity and innovation. The palette consists of vibrant gradients that move beyond traditional sustainability colors to represent transformation and flow.
Each gradient has been carefully selected to avoid sustainability clichés while still honoring the environmental and social dimensions of impact work. The gradient transitions embody our core principle that impact is a journey of continuous improvement and transformation.
The gradient system allows for flexibility while maintaining a cohesive brand presence across all touchpoints. For applications requiring solid colors, the endpoint colors may be used independently when necessary.
Data Visualization
DATA VISUALIZATION
Our brand colors reflect our commitment to transforming impact measurement through clarity and innovation. The palette consists of vibrant gradients that move beyond traditional sustainability colors to represent transformation and flow.
Each gradient has been carefully selected to avoid sustainability clichés while still honoring the environmental and social dimensions of impact work. The gradient transitions embody our core principle that impact is a journey of continuous improvement and transformation.
The gradient system allows for flexibility while maintaining a cohesive brand presence across all touchpoints. For applications requiring solid colors, the endpoint colors may be used independently when necessary.
Image Integration
IMAGE INTEGRATION
Our brand colors reflect our commitment to transforming impact measurement through clarity and innovation. The palette consists of vibrant gradients that move beyond traditional sustainability colors to represent transformation and flow.
Each gradient has been carefully selected to avoid sustainability clichés while still honoring the environmental and social dimensions of impact work. The gradient transitions embody our core principle that impact is a journey of continuous improvement and transformation.
The gradient system allows for flexibility while maintaining a cohesive brand presence across all touchpoints. For applications requiring solid colors, the endpoint colors may be used independently when necessary.
Typography
USAGE
Our typography system employs two complementary typefaces that balance precision with accessibility:
Primary Display: A bold, geometric sans-serif with distinctive character, used for headlines, logo, and key messaging. Its confident proportions and clear letterforms represent our systematic approach to impact measurement.
Secondary Text: A clean, highly legible sans-serif used for body copy, data visualization, and detailed information. Its excellent readability across digital and print applications ensures our complex measurement frameworks remain accessible.
The typographic hierarchy should reflect the systematic nature of impact measurement while maintaining clarity and approachability. Headlines should be impactful, while supporting information remains clear and structured.
These typefaces should never be substituted or altered. They form a crucial part of our visual identity and help maintain consistency across all communications.
Funnel Display
Brother 1816
Brand Pattern
Brand Pattern
Our pattern system creates depth and visual interest while reinforcing the core Visual Impact identity. These patterns are formed from a systematic arrangement of our circular elements that represent data points, measurement, and flow.
The patterns serve multiple purposes within our visual system:
Creating vibrant backgrounds for key messaging
Providing texture and depth to communications
Reinforcing the systematic nature of impact measurement
Establishing visual consistency across applications
When applying patterns:
Maintain appropriate contrast with foreground elements
Use patterns at appropriate scale for the application
Apply patterns consistently within a single communication
Select color variations that reinforce your messaging intent
Patterns can be used as full backgrounds or as contained elements within layouts. The symbol can be integrated into the pattern as a focal point, creating a distinctive branded moment within communications.
Brand Application
Digital Deliverables
SOCIALS ICON
Our social media icon utilizes our flowing VI monogram, set within a circular container using our vibrant gradient backgrounds. This distinctive mark serves as our primary identifier across all social platforms.
The icon maintains our brand recognition in the constrained spaces of social media while embodying our core visual principles of flow, measurement, and transformation.
When using the social icon:
Maintain minimum clear space around all edges
Never modify the symbol or its proportions
Ensure the flowing forms remain crisp and legible at all sizes
Use only approved gradient backgrounds
For platforms requiring square formats, center the circular icon within the square
This consistent approach to our social presence helps build recognition and reinforces our brand identity across digital channels.
EMAIL SIGNATURE
EMAIL SIGNATURE
The Visual Impact email signature provides a professional, unified appearance for all digital correspondence while reinforcing our brand identity. This standardized format ensures recognition and consistency across all communications.