m10 brandbook

vision

we want to live in a world free of conventions and contrived barriers, where essential things are available to everyone

brand role

helping to use your money with ease and save time for what really matters

key message

making life simpler

our principles

freedom

money is freedom, and we give you the freedom to use it

simplicity

complexity means lack of care

minimalism

we don't do anything unnecessary

connection

helping to create and maintain connections with each other

care

we aim at solving people's problems, not merely take advantage of them

human

we do it for people, listening carefully to their needs

tone

positioning

an e-wallet that allows everyone to easily solve all money-related issues and live their lives without worries and conventions

brand essence

human-friendly
money

core ideas

ease

The main idea behind the m10 service is to free people from the burden of unnecessary inconveniences of handling cash. Payng for a ride, buying lunch or sending money to your mother should be as easy as snapping fingers.

contact

It’s all about the subtle closeness of high-fiving or fist-bumping a friendly human. Facilitating the genuine connection is the reason why we’re so focused on reducing friction when it comes to financial transactions.

meaning

The snap is a mere sound, you can’t see or touch it, yet it marks our most important moments. We use it to transcend the limitations of visual media and effortlessly depict something as elusive as insight or attention.

logo

Leave space around the logo when placing visual elements around it.

This will ensure the maximum readability of our logo. The recommended safe area around the logo is equal to the width of the "m" module.

in the layout the minimum logo height should be around 1/10 of the shorter format side

the absolute logo height should not be under 20px

except for when it comes to the favicon, then it's 12px

the rule of thumb for coloring the logo is to use blue or white for the logo itself and white, blue or turquoise for the background

white logo on turquoise background is acceptable, but not conventional, use it only as an exception

whatever happens, do not color the logo turquoise, it is a universally bad move

use dark logo on bright background

use white logo on dark background

if you find the contrast insufficient, darken the photo

co-branding examples

extended logo

horizontal layout, when the logo is a secondary part of the composition

vertical layout, when we need to accent on the logo and make it the center of the composition

the label

the label has two lengths for use with different formats

here are the examples of a billboard and a city light with a full label

alternatively, we have a label without logo, when we need to accent on the logo and make it the center of the composition

here are the examples of a billboard and a city light with an alternative label

color

Pantone
HEX
RGB
CMYK

our secondary color, used for highlighting the important stuff

170 C
#FF7B5F
255 123 95
0 69 65 0

warm
peach

Pantone
HEX
RGB
CMYK

the primary clolor, used for the majority of our graphic elements

2227 С
#00DBC8
0 219 200
63 0 32 0

optimistic turquoise

Pantone
HEX
RGB
CMYK

our key color, used for lineart and text, instead of black

282 C
#14234B
20 35 75
100 55 0 65

magnetic
navy

50%

70%

30%

10%

70%

50%

30%

10%

70%

50%

30%

10%

font

we use Gilroy Bold for headlines and Gilroy Regular for the rest

contrast is the single most important principle of creating clean and expressive typography

styles

Here's the illustration for the general approach to establishing visual hierarchy through formatting. The numbers are approximate.

formatting

we do not use
all caps

This one, however, is loud and obnoxious, and it makes text less readable

this one's our default way of going about formatting, good in every way

we do not highlight with color

If you feel like you absolutely must use color to highlight certain parts of the text, maybe you should consider rewriting it

this one's our default way of going about formatting, good in every way

we do not full justify

Absolutely not, hardly any explanation needed

this one's our default way of going about formatting, good in every way

Nothing wrong here

basic composition

Most of the time it’s the main method of composing the illustrations. That said, it is designed only for when we have plenty of space.

secondary composition

It is unreasonable to try and squeeze an icon in the composition when the space is limited. if it’s the case, use this alternative way of composing.

advanced moves

you may join the shapes to demonstrate the human connection quite literally, it is a powerful move, but it is demanding regarding space and shape of the layout

you could also use the effect without any additional elements or color, it works amazing when used correctly, in an appropriate context

photo style

this looks made up and artificial

this looks natural and authentic

this does not look fun at all: boring composition, stiff poses and meaningless expressions

this looks fun, gives off strong youth energies

hovering dude with indefinable facial expression looks surreal and intimidating and is completely off

images of happy laughing people are the cornerstone of our visual identity

black and white dude looks grave, that does not fit us

basic composition and a smiling person: looking solid!

humans

Images with happy people is the key component of our communication. "Basic" will be most suitable word to describe our photo style. We’ve got plenty of bright graphics and various secondary elements so that we could focus on composition, colors and resolution when it comes to choosing a suitable image.

shapes

regular

these include ellipse and the rounded star, they are here for the clean look, as the pattern is easily readable

irregular

these not random, as they have from 5 to 6 sides and a coherent corner radius, they are here for the utility, to account for the variety of human poses

icons

object

the main part of the message

tone

the lightning shape conveys the abrupt tone. this element is optional, it stands for the direct expression so there’s no need for it if there’s none. here, the wavy speech line not only suggests a relaxed tone but also rhymes with the steam from hot noodles!

effect

the snap is our major element, you can (and you should) use it without any icons too! as you can see, we also have a small set of secondary effects, the set is far from complete and at this point serves merely to encourage the furtrer inventing

lineart

is basic, this allows us for using various external assets and ultimately expose more things a lot easier than with heavy stylistic restrictions

fill

is simplified, compared to the lineart, only vaguely resembles the shape of the object

animation

clear shapes, bold lines and detailed motion

composing the layout

1

start with a message you are to convey and build off of it

2

first off, we’re gonna need a lot of wallets

3

their shapes are distinct enough to crop them with the frame borders

4

finish off by adding shape and color background, give the composition depth by rearranging layers

1

start with a message you are to convey and build off of it

2

we don’t really have to illustrate precisely what the message says, most of the time an attractive person with a vague hint will do the trick

3

here, we apply an effect and some really simple additional graphics using our secondary color isn’t mandatory, though it is highly suggested, compared to the primary color it should be a mere accent, taking up far less space

4

for the finishing touch, we invert background and linework so that we can have some more freedom for the text positioning

advanced moves

Here we see how with very little effort one can create a solid message. This example also shows that we can use both colors in equal parts, as an exception.

This one illustrates clever usage of our main graphic element, The Snap. In the right hands it’s all we need to turn a photo into the distinct visual message.

color proportion

Proportion is generally dominated by turquoise, 4/1 is optimal, 1/1 is acceptible if relevant. We may occasionaly use turquoise without peach. Peach should never be dominant.

we generally do not use turquoise background when depicting people

in general communocation when depicting people we only use white background

we still can use dark background as an exception when we need to account for the composition features

style application

the brandwall and it's module that can be tiled seamlessly

tote bags with an extended bottom margin to prevent the label from wearing off

the notebook with an abstract geomertical composition

turquoise t-shirt prioritizes brand visibility and is intended mainly for staff members, navy blue and white in this logic are more casual and are designed as a part of merch pack

any questions?

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