Updated 2022/04/27

Introduction

This is a visual identity manual of the Innovatrics brand. Its purpose is to ensure that the visual communication of the brand is consistent across all the online and offline channels. It serves as a guideline for employees of Innovatrics as well as all the external suppliers. Anyone contributing to the preparation of the visual materials must comply with the rules introduced in these guidelines.

Like the brand, the manual itself needs to be regularly updated and adapted to new needs to fulfill its function as a tool for creating new or modifying existing visual formats in the long term.

The manual was prepared by Milk Studio.

Visual assets

Here is an overview of the individual elements that make up our brand. Think of them as tools in your brand toolkit.

Updated 2026/03/31

Logo

Our logo is our corporate signature, indicating ownership and endorsement. The position of the three dots is fixed. It can be changed only when the logo is animated. To be effective, the Innovatrics logotype must be presented and displayed correctly.

We use the logo wherever possible, exclusively in the form as described in this manual.
When working with the logo, we always use only the original variants from the Download section.

Primary logo

This logotype below is the primary logo of Innovatrics.

Other logo versions

Other ways of using our logo are described below. Based on the type of communication, the correct version of the logo should be chosen. For an overview of logo usage, take a look at this section.

Clear space

The clear space is the zone around the logo which must not be interfered by any other element. This zone is determined by the “x-height”, which is a typographic unit that is measured from the baseline to the mean line.

Sizing & placement

Minimum size

It is important that all parts of our identity can be easily read in every application. For this reason, the logo should not be reproduced smaller than the sizes specified below. There are no maximum size restrictions as long as the clear space requirements are met.

Logo placement

The primary position for our wordmark is the top left or bottom left corner, locked to the margin. However, our wordmark position is flexible and can respond to the content of the application. Below are examples of alternative positions for our wordmark.

Colorways

Color alternatives

The Dark Blue logo should always be the first first choice for any design. In case, when this is not possible, other options (Light Blue, Black or Grey) can be used.

Logo on backgrounds

Light Blue logo on Dark Blue background, should always be our first choice for any background-required design. In case, when this is not possible, other options (Light Blue, Black or Grey) can be used, to enhance the diversity of our brand.

Logo usage

Logo on photography

Our logo should always be the most vital and visible element of our communications. When working with photography, the color and placement of the logo should always be considered carefully. Always chose backgrounds with plenty of contrast and simple forms to increase logo’s legibility.

Misuse

Any misuse or alteration of our logotype affects the integrity of our brand. Please always use approved logomark artwork to ensure design consistency.

Logo in motion

Bringing motion to our brand is vital and enhances the progressive essence of our brand.

Updated 2022/04/27

Typography

Our typography is clean, simple and elegant. It is designed to work well across all our communication channels both online and offline.

Primary typeface

The primary brand typeface is Montserrat. It works to strengthen the brands look and feel and to express the personality of Innovatrics. We use it for both headline and copy texts.

Montserrat is an open source typeface, available for download on this link.

Working with type

It is important to organize typography in a hierarchical system according to relative importance or inclusiveness through scale and function depending on communication.

Open Type Communication

In open e-mail communication, the brand type must be replaced with a font that is compatible with the fonts widely available to users on different devices and platforms. Typically, it is a Helvetica font (Mac), or Arial (Windows).

Updated 2022/04/27

Colors

The use of color is an important aspect of the Innovatrics identity. Therefore, always use the exact color values listed to keep the brand consistent.

Primary colors

Our primary colors are Dark Blue, Light Blue, Black, Grey and Aqua as accent color.

Official color tints

We can work with our primary colors by using different opacity. They may be used like this in accents in our designs.

Supporting colors

The secondary colors are complementary to our primary colors. Secondary colors should be used sparingly in details or accents (e.g. case studies, illustrations, occasional social media posts, icons, brand patterns, or other details on our website).

Official color tints

We can work with our secondary colors by using different opacity. They may be used like this in accents in our designs.

Working with colors

Guide for color usage

These examples should be used as a guide for selecting the correct option (Black or White) for your background.

Following chart is showing which colors to use for which purpose.

Recommended color combinations

The color palette is set to help communicate different moods. Below are the examples of how to combine the colors.

Combine primary and secondary colors

To ensure information and data are communicated clearly and concisely, you need to select the most appropriate colors, thus don’t hesitate to combine our primary and secondary color palettes. Infographic colors should match the colors of the document you are designing.

Updated 2026/03/31

Visual style

Our key visual vehicle (the circle) is a representation our brands‘ promise – Instant Trust. Usage of Instant Trust circle is vital in our branding.

The purpose of a circle is to draw attention to certain information or photography. The combinations and visual creations that consist of these elements can be used to explain products or company activities.

Primary style (circular)

The element is always made of 3 dots connected by a spiral shape. The visual style is flexible enough in colour usage within set colour palette.

Compositions

These are the possible options for placing the element on format. The element should always be used in positions as shown – appearing from the side.

Secondary style (linear)

Once we establish our visual system and it is recognised by our employees and clients, we can expand our brand world.

We can further develop the style into a linear version. Here, we use linear lines and 3 dots (ending those lines).

Compositions

These are the possible options for placing the element on format. The elements should always be used in positions as shown – appearing from the side.

Construction

To keep consistency in this asset throughout different dimensions and sizes, we use 1/7th of the dot’s diameter for the width of the line.

Examples

Our visual style in use.

Updated 2022/04/27

Icons

Branded iconography is inspired by the visual style of the logo. These icons are made for informational purpose, not for communicating brand or benefits.

Construction

To create a new icon in line with our iconset, we use a minimalistic line-based style. We intercept the lines in our icons so they resemble our visual style and complete our visual language.

Updated 2026/03/31

Illustration style

Illustrations make our communication recognizable and help illustrate different topics and themes.

They belong to the distinctive assets of our brand as well as logo, font or color scheme.

Scaling

A system based on scaling from small iconography to complex illustrations of Innovatrics products ensures consistency and continuity throughout the whole illustration style.

Market illustrations

Each market is represented by a custom illustration based on the rules mentioned above. Each illustration bears the color scheme of the solution they represent.

Updated 2022/04/27

Animation style

Bringing motion to our illustrative style enhances the progressive essence of our brand.

Principles

The animation uses our three dots as dynamic moving elements. By moving in different directions the image is gradually formed around them.

The image starts to form gradually (from top to bottom). At first we only see the 3 points. Then the points create lines. Finally the gradient surface appears and forms and a complex image appears.

Updated 2022/04/27

Photography

We want to create authentic imagery that portrays the world of instant trust. Trust between technology and the user. To better illustrate the complexity and diverse use of our solutions, we focus on using photography style that represents the near future. Our brand is progressive and our photography should reinforce these values.

Color scheme, Tonality, Composition

• We always use full color photography with no effects, if other brand elements are present as well,
• Images are light, in neutral colors (avoid high saturation) with out-of-focus background,
• Images should not be cluttered,
• Composition should always involve a person and a technology (always keep in mind the future use of circular masks),
• When using photos of people, the focus should be on the face and the expression, and the act of using a technology. (Avoid staged photos with people facing the camera.)

Circle masks and photography

On promotional covers like business materials (e.g. e-book, whitepaper, case study,…) and social media, we use photography in circle mask.

The mask consists of three circular cutouts intertwined with our brand spiral element. The dots in the spiral are always present on top of the cutout masks. The line, which is coming from out of format, is always underneath one circlular cutout.

When using circle masks, we look for photographs showing:

• Spaces – people from afar in spaces, from a top view
• Persons – face and device
• Avoid using details of human body parts

Updated 2023/02/10

Biometric visualisation

This authentic visual approach for visualising the biometric technology is unique and custom fitted for Innovatrics. Our style is organic, curvy and brings out the human aspect in our technical product.

Style

When visualising biometry on photographs, we always show a person using a certain technology. With this approach, we create a connection between the user and the device, that feels intimate rather than invasive or alien.

To keep the intimacy of the image, it is best to use:

• half body shot (from an angle)
• close-up (retina, fingerprint)

Construction

To create a more humane feel the system is composed of organic curvy lines intercepted by dots. To support the near-future aspect we use glow effect and show basic data (sex, age, origin, etc.).

1. We start by highlighting the user/ technology by drawing unwinding lines from the center to the outside (outlining features intersected by a central line crossing the object).
2. From there it travels as a single intercepted line to the technology.
3. It all ends with a set of data (sex in bold letters, age and place in regular.

Line color: Light Blue
Glow color: Aqua
Glow blur: 5 px, 100% opacity
Line width: optically similar to the weight of Montserrat Bold letter “i”
Type size and line spacing: 25 pt/27 pt (when picture height is 900 px)

Do & Don’t

• Always use images showing technology with the user. (Avoid images without people. It creates an invasive atmosphere.)
• In group photos, pick only few people to highlight our technology. (Avoid using biometric highlights on every person.)
• The circle mask should be used as the only element, not as a combination with the biometric visualisation.

Updated 2026/04/01

Applications

This section demonstrates how the visual elements work together and shows how each element should be applied.

Stationery

Business card

The size is set to size of 85 x 55 mm. The color combination for our main business card is dark blue. For different company departments, we can use different colors of the business cards.

Letterhead

Price proposal

Envelope

Folder

Notebook

Rollups

Keynote presentation

The open-source ppt presentation template can be found on this link.

Digital

Social media pages

Ads

We are showing you three options of how to work with visual identity:

• usage of visual identity on a colorful background (without photography)
• usage of visual identity on a human-photography background
• usage of visual identity on a movement / tech photography background

Business Materials

Updated 2026/04/10

Solutions

Symbol construction

Technologies

Technology symbols are constructed using a polygon symbol grid. They are built from triangular shapes and use either the base Aqua color or a color associated with a specific market segment. Colors are applied at 100% and 60% opacity to create the required shades.

Market

Market segments are distinguished by color and use custom typography. Tags can be used in their compact form or as full tags. They must not be combined with solution logos and should be placed separately on the layout.

Technology and market

Solutions connected to a market segment adopt its color in the symbol and use the custom typeface in their logotype.

Color

The Aqua color is used for technology types in menu logos. When a technology is linked to a market, it adopts the market’s color.

Typography

The custom typeface is based on a previously used font from earlier logotypes. It has been updated, refined, and expanded into a basic character set. It is used exclusively for product logotypes—both new and existing—to maintain a cohesive visual identity.

Solution logo construction

The solution symbol is constructed using a hexagonal grid and adopts the appropriate market segment color. Logos use only the custom typeface to ensure a cohesive visual language.

Logo construction

The solution name is placed one-third of the symbol’s width away from the symbol.

Logo safe zone

The logo safe zone is half of the symbol’s width, and no elements should be placed within this area.

Minimum logo size

The minimum logo size for online use is 80 px, and for print, it is 12 mm. These sizes must not be reduced, as doing so compromises legibility.

Incorrect logo usage

It is prohibited to change the logotype’s color, modify any of its parts, distort its shape, or remove any of its elements.

Photography and illustration

Photos should appear authentic—less like stock images or AI-generated visuals. They should use the brand’s color palette and feature genuine-looking people. Additional photos may show realistic details of technologies used by or connected to the brand. Illustrations must be original and maintain a cohesive appearance using the brand’s color palette.

Applications

Case studies and proposal documents must follow the correct information hierarchy to improve readability and include either photography or illustration.

Updated 2022/04/22

Department logos

It is important, that our brand grows and our branding grows with it systematically. And so, to create a branding for our deparments, we advise to follow the rules below to keep consistency.

Deparment logo collection

Construction

To create department names, we use our brand typeface Montserrat (Medium).

Color shceme

Every department has a specific color for better navigation and clear division. We use vibrant accent colors from our brand palette (see here) to constrast our signature dark blue color.

Logos in use

Updated 2026/04/10

Downloads

Innovatrics logo

Market logo

Department logos

Letterhead template

Price Proposal template

Certificate

Brandbook