Brand Resources

Welcome to the hub of Shift's Brand Resources
— Your one-stop-shop for all-things brand.

Need anything that's not here?

Write to letstalk@frozeniris.com

Downloads

One stop shop to download logos, photos,
fonts, and more.

Logos

1. Primary Logos

SHIFT is a program that allows the participant to subtly by substantially hack their growth trajectory on all fronts in both personal and professional spheres. The course enables the attendees to systematically build confidence in individual thinking, creative thinking, critical thinking by nudging them tore place fixed mindset with growth mindset, take a deeper approach to thinking as an acquired skill, approach disruptions constructively instil and maintain the sense of wonder that is essential to stay innovative and identify, pick up and nurture their own thinking habits through their own experiences.

Full Color Logo

Light Color

White Color

Black Color

Grey Color

Primary Color

Inverse Color

2. Monograms- Logo Marks

When you want to establish your identity but dont want to be too formal about it, use these monograms instead. They are like the short forms for your logos.

Full Color

SVG JPG PNG

Light Gradient

SVG JPG PNG

White Gradient

SVG JPG PNG

3. Signatory Graphics

The brand’s elements speak of the participant's journey. It explains to us, why, how and what is the impact of the SHIFT program on the participants. These elements help SHIFT be more recognizable. These elements can be integrated into the graphics created for SHIFT, based on the action that the graphic pertains to.

Medium Aquamarine Graphic 1

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Medium Aquamarine Graphic 2

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Medium Aquamarine Graphic 3

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Selective Yellow Graphic 1

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Selective Yellow Graphic 2

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Selective Yellow Graphic 3

Warm Black Graphic 1

Warm Black Graphic 2

Warm Black Graphic 3

4. Supporting Brand Graphics

Graphic 1 (1080X1080)

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Graphic 2 (1080X1080)

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Graphic 3 (1080X1080)

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Graphic 4 (1080X1080)

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Graphic 5 (1080X1080)

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Graphic 6 (1080X1920)

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Graphic 7 (1080X1920)

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Graphic 8 (1080X1920)

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Graphic 9 (1080X1920)

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Graphic 10 (1080X1920)

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Graphic 11 (1920X1080)

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Graphic 12 (1920X1080)

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Graphic 13 (1920X1080)

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Graphic 14 (1920X1080)

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Graphic 15 (1920X1080)

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Fonts

Let developers and designers download source files in no time.

Viga

Google Fonts

Barlow

Google Fonts

Cardo

Google Fonts

Guidelines

Our design system helps us work together to build a great experience for all of Webflow’s users and employees.

Typography

Starting the website with global typography is the easiest way to build a scalable website.

Headings

Shift provides a constrained set of typographic styles. These styles map as much as possible to functional roles so you know when each can be used. Don’t use units for line-heights. Keep it unitless

Start with typography.

H1 / 64PX / 1.3 EM

Start with typography.

H2 / 48PX / 1.3 EM

Start with typography.

H3 / 38PX / 1.3 EM

Start with typography.

H4 / 30PX / 1.3 EM

Start with typography.

H5 / 24PX / 1.3 EM

Start with typography.

H6 / 18PX / 1.3 EM

Paragraphs

The brand font is Barlow. Its a slightly rounded sans-serif type family. This font is to be used across all collaterals of SHIFT.

I'll know it when i see it can you make it pop, nor make it attractive, yet I really like the colour but can you change it, make it pop we need more images of groups of people having non-specific types of fun, but the hair is just too polarising.

Big Paragraph/ 20PX / 1.8 EM

Small Paragraph/ 16PX / 1.8 EM

Typography Usage- Blogs

As one of the key touchpoints of the brand is newsletters and blogs, it is recommended that the following typeface be used for lengthy content, that requires focussed reading from the audience.

Color

We performed a colour audit among the adjacent players in the realm of education.Some brands use red and black in their approach, whereas many go for the blue and purple route. Since SHIFT is a new offering, we had to stand out. We choose to remain in the same spectrum.

Primary Colors

The primary colour and secondary colour can be used to emphasize different elements. The SHIFT monogram in Medium Aquamarine can be used under special restrictions only. The primary colour, warm black should be leveraged as much as possible to maintain brand consistency.

Warm Black/ #13474A

Secondary Colors

Our secondary palette

Medium Aquamarine / #2CDA9D

Neutral Colours

The neutral colours can be used for backgrounds and to add warmth.

Aero Blue/ #C3FDE9

Cultured/ #F8F8F8

Accent Colour

The accent colour, selective yellow to be used sparingly and only to add visual interest.

Selective Yellow / #FFB800

The Gradient

The gradients give the brand even more freedome to work along with the flat palette. There are two types of gradients- dark gradient and light gradient.

Gradient Guidelines

The use of gradient is to show movement forward. The gradient is used in places to limit the brand from seeming too static.
Gradients must never be too contrasting.
Non-brand colours shall never be used as gradient colours.
Gradients should always comprise variations of a single color. Ensure that the gradients are soft and gentle, adding tone rather than being too harsh.
Do not mix two different colours from the brand palette to make one gradient.
The gradient must merge well with the creative.

Usage Guidelines

Clear Space

When placing the formal logo, be sure that other text and graphic elements do not encroach on it. When visual elements are placed too close to the logo, it can lead to a congested unpleasant appeal and also might create confusion.In order to let the logo breath , it should be surrounded with clear space to ensure its visibility and impact.

The exclusion zone is equal to the length of four square dots on all side of the logo. This zone should be considered as the absolute minimum safe distance.

Logo Misuse (Don’ts)

Some of the examples of most likely misuses of identity are shown below. It’s imperative that the brand identity is consistent across all touchpoints at all times. To avoid these, always use the provided identity from here without any modification.

Do not keep a low contrast between the image and the color of the logo.

Do not stretch, squeeze or distort any part of the logo. Always scale uniformly.

Do not change the colors of the logo randomly

Do not change the typeface within the wordmark.

Do not alter the components of the logo

Do not add any effects to the logo.

Brand elements usage 1

We break down the identity into atoms- arrow and circle. The brand’s base language lies in the atom of the identity.
Multiple patterns can be generated with the signatory graphic and can be placd aesthetically.
The shape of the signatory graphic shall not be altered in any way.
The signatory graphic must be carefully picked to communicate a concept within the graphic or content it is being used with.
The brand focuses on content more than graphics, hence, minimalism is the key to the usage of brand elements in the brand’s collaterals.

The brand’s elements speak of the participant journey. It explains to us, why, how and what is the impact of the SHIFT program on the participants. These elements help SHIFT be more recognizable. These elements can be integrated into the graphics created for SHIFT, based on the action that the graphic pertains to.

Brand elements usage 2

Signatory Graphic 1

Betterment of self.
Internalisation of SHIFT learnings.
Taking into self- breathe in.

Signatory Graphic 2

Betterment of environment, society
Externalisation of SHIFT learnings
Giving out to others - breathe out

Signatory Graphic 3

Moving forward, upwards
Forward thinking
Always used with a gradient
Only the signatory graphic would be a gradient, not the identity monogram.

Brand Imagery

It is important to maintain the brand language across all images that we use for SHIFT. The subjects shall not look into the camera, or appear ‘posed’. The Subjects should appear engaged, in discussion withothers in natural settings where the course can have an impact on their lives. We will show our devotion to our clients’ success and how the course enables them and their well-being, which in turn impacts the better thinking of others around our clients.

Imagery to avoid

Avoid images showing people in frustration.

Avoid images featuring a person/ model in the center and posed.

Avoid images showing parts of the model or devices.

Avoid images with graphic overlaid on them.

Social Media Guidelines

All the brand elements, when placed in the graphic must be inclined towards the top right.
The gradients, if any, should move from darker to lighter in the same inclination- towards the top right.
The CTA must always be placed in bottom right, as shown in the templates.
The SHIFT identity or a monogram must be placed on the top right, as shown in the template and shall not be moved anywhere else.
All graphics must adhere to the brand palette and brand imagery guidelines.

Brand