JANUARY 2022

Brand Identity
Guidelines
 Table of Contents Brand Identity Guidelines 2

01 03 05 07
Brand Overview Typography Applications Questions?
04 Who We Are 14 Primary Typeface 21 Corporate Stationery 29 Contact
05 Brand Vision 15 Text Hierarchy 22 Presentation Deck
06 Our Mission 16 Typographic Structure 23 Business Cards
24 Facade Signage
25 Wayfinding Signage

02 04 06
Logos Color Palette Digital
08 Primary Logo 18 Core Colors 27 Email Signatures
09 Clear Space + Minimum Size 19 Gradients + Textures 28 Computer Wallpaper
10 Logo Misuse
11 Brand Tagline
12 City Lockups
01
Brand Overview
 Who We Are Brand Identity Guidelines 4

SECTION 01

We are a technology
Who
We Are

company specializing
Vu is a startup technology company
that enables creativity. We are
quickly becoming the US leader in
Virtual Production Studios with an
ability to innovate new tools and
workflows rapidly.

in virtual production.
 Brand Vision Brand Identity Guidelines 5

VISION

Change the
way the world
makes video
 Our Mission Brand Identity Guidelines 6

SECTION 01

Become the world’s

Our
Mission

largest virtual studio

Major paradigm shifts in an industry
often only happen once in a lifetime.
We have a unique opportunity to
be part of changing how the world
makes videos. When we own the
largest studio network in the world,

network.
we will make videos that the whole
world sees.
02
Logos
 Primary Logo Brand Identity Guidelines 8

SECTION 02

Primary
Logo
Our logo is an instantly recognizable
symbol of our brand, and in order to
preserve our brand integrity, it must
always be applied correctly. That’s
why it’s important to follow
these guidelines.
SMOKE MIDNIGHT REVERSE

With it’s vibrant colors and texture, The primary Vu logo is simple and The primary Vu logo is simple and
this logo is reserved for digital use bold. It can be used in any color from bold. It can be used in any color from
only and printed on a case by case our brand palette besides Ocean and our brand palette besides Ocean and
basis with approval. Fuchsia. Please see Core Colors for Fuchsia. Please see Core Colors for
more details. more details.
 Clear Space + Minimum Size Brand Identity Guidelines 9

SECTION 02

Clear Space +
Minimum Size
Just breathe. To make sure the Vu .25in
logo is always displayed clearly,
please leave adequate space around
and make sure it is always legible. 25px

CLEAR SPACE MINIMUM SIZE

Clear space is the area surrounding In print the logo should never
the identity that must be kept free measure smaller than .25 in tall.
of any text or graphic elements. The digital version should never be
The clear space is measured by the scaled smaller than 25 pixels in order
height of the accent, or 15% of the to preserve the inner texture.
logo height.
 Logo Misuse Brand Identity Guidelines 10

SECTION 02
Vū
Logo
Misuse Do not omit any elements. Do not distort the logo. Do not rotate the logo. Do not re-create in
another typeface.

In order to maintain the integrity of

the Vu brand, our logo should never
be displayed in a way that goes
against our guidelines.

Do not use colors not in Do not add drop shadows Do not use color as Do not add a stroke or keyline.
the approved palette. or other effects an accent.

Virtual Production

Do not adjust the spacing. Do not fill with patterns Do not apply a gradient. Do not add words or
or imagery. elements to the logo.
 Brand Tagline Brand Identity Guidelines 11

SECTION 02

Brand
Tagline
Our tagline is Virtually Unlimited.
It’s an expression of what we do
and how far we stretch the endless
possibilities of virtual production.
This logo lockup can be used in
marketing campaigns including
emails, digital ads, and merchandise.
Never use both the city tag and
tagline versions of the logo on one
communication.

UNLIMITED
V I R T U A L LY
 City Lockups Brand Identity Guidelines 12

PRIMARY SECONDARY

TA M PA B AY
SECTION 02

City
Lockups
Vu is a virtual production network
with studios across the country. In
an effort to distinguish individual
city locations while still keeping the

LAS VEGAS
essence of the Vu brand, we have
created the City Lockup logo version.
The main Vu logo should still be used
on all primary marketing materials,
with the City Tag being a secondary
option. Never use both the city tag
and tagline versions of the logo on
one communication.

NASHVILLE
03
Typography
 Primary Typeface Brand Identity Guidelines 14

D I S P L A Y P R O // T E X T P R O
SECTION 03

Neue Haas
Primary
Typeface

Grotesk
Neue Haas Grotesk is a revival of
a classic, taking Helvetica back to
it’s roots of typesetting by hand.
Its warm and friendly while still
maintaining sophisticated and
clear letter forms.

Featured in 8 weights, a .5 stroke

may also be added to the bold or

Neue Haas Grotesk

black weights for accent text or
specific headlines.

For websafe applications and Google

Workspace templates, Helvetica
Neue will be used as a secondary Black Bold Medium Roman Light Extra Light Thin Ultra Thin
font. Templates for PC users will use
Arial if the primary font is not able to
be downloaded ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Download Neue Haas Grotesk
1234567890!@#$%^&*()
 Text Hierarchy Brand Identity Guidelines 15

PREHEADER VIRTUAL PRODUCTION

Always set in Display Pro Bold

SECTION 03

Text Hierarchy
HEADLINE (H1)

Always set in Display Pro Bold,

Medium occasionally. Less than
Virtually
Unlimited
150 characters
There are four different styles in
our Text Hierarchy. Combined
they create a strong, harmonious
typographic rhythm, but most
importantly they help structure
information in a readable and
straightforward way.
SUBHEADLINE (H2)
Changing the way the
Always set in Display Pro Bold,
Keep in mind the font weights listed Medium occasionally. world makes video.
are only for desktop applications with
the downloaded font files. Google
Workspace templates will use
Helvetica Neue in Regular and Bold. BODY COPY Dus eossitio es vernam essequa turest,
Always set in Text Pro Roman, sereped icitiumque eumquis aliquas adis estio
Medium occasionally. odigendest quunt, sim dit quias num, si cusae
nobisit ionempore es niae res et prem fuga. Lut
es aborum quia dolest endunti usanitaque pedis
simet, qui to opta dollandanis qui con nate parit
aceptasint officiet officab iducia
 Typographic Structure Brand Identity Guidelines 16

TRACKING SECTION 03

For all preheaders the tracking should Virtually

be set to 250 with kerning set to optical.

Main headlines should have a tracking

Unlimited
of -10 with kerning set to optical.

SECTION 03

Typographic LEADING

Structure Headline leading should be kept tight, Change

though exact sizing will vary. As a the way the
general rule, headlines should be the
Our typographic structure same point value as the text size. Body world makes
outlines the ways in which we
style our typography and how
copy should be 5 points greater than
the text size.
video
we use tracking, leading, case
and alignment to maximize
legibility, establish tone, and
achieve visual balance.
CASE
Case and alignment should
be followed on all platforms, Preheader characters are always
STUDIO Studio
while leading and tracking uppercase. Headline characters are
must be set as close as
possible on web applications
title case for short and succinct ideas
or sentence case for longer thoughts.
Virtually VIRTUALLY
that allow for customization. Subhead and Body copy characters are Unlimited UNLIMITED
always sentence case.
Lit, quis sam faccum venduntint hit et Lit, Quis Sam Faccum Venduntint Hit Et
ipsunt, omnimin reperch illatium Ipsunt, Omnimin Reperch Illatium

ALIGNMENT

Left alignment is preferred for copy in most STUDIO STUDIO

cases. If the layout is symmetrical and uses
a limited number of characters, center Virtually Virtually
alignment is acceptable.
Unlimited Unlimited
04
Color palette
 Core Colors Brand Identity Guidelines 18

Primary Secondary

MIDNIGHT NOIR

HEX #0E0E0E CMYK 74 67 66 84 HEX #272727 CMYK 71 65 64 69

SECTION 04
RGB 14 14 14 RGB 39 39 39

Core Colors
Our color palette is timeless and
bold. The various shades of black S L AT E
and white make up the core of our HEX #404040 CMYK 68 61 60 47
branding, with the ocean and fuchsia RGB 64 64 64
used to add emphasis and call
attention to action items.

LILIA

HEX #E1E1E1 CMYK 10 8 8 0

RGB 225 225 225

OCEAN

HEX #39B9DC CMYK 66 5 8 0

RGB 57 185 220

FUCHSIA

HEX #E0008E CMYK 6 100 0 0

RGB 224 0 142
 Gradients + Textures Brand Identity Guidelines 19

#E0008E #813182 #E0008E

SECTION 04

Gradients +
Textures
The core palette is further
supported by a set of gradients and
textures. The supporting gradients
and textures add richness to the
visual system and provide additional
flexibility for our digital needs. Never
use more than one gradient or
texture in a single communication.

#39B9DC #2AACE2 #282973

Download textures
05
Applications
 Corporate Stationery Brand Identity Guidelines 21

SECTION 05

Corporate
Stationery
Standard communications such as
letterheads, rate sheets, and pitch
decks are available to download or use
as templates in our Google Workspace.

Standard san serif fonts that can

be used across platforms and are
compatible with Google Workspace
have been used in these templates.

Download templates
 Presentation Deck Brand Identity Guidelines 22

SECTION 05

Presentation
Deck
Presentations are an important part
of stylized communication. In order to
stay consistent with our branding we’ve
created a deck that features multiple
different slide templates.

Standard san serif fonts that can

be used across platforms and are
compatible with Google Workspace
have been used in this template.

Download template
 Business Cards Brand Identity Guidelines 23

SECTION 05

Business
Cards
Our business cards are high quality
and stylish, with a pop of color to
stand out from the crowd.
If you need business cards, please
fill out the form linked below and
the Marketing team will get in
touch with order information.

Request form
 Facade Signage Brand Identity Guidelines 24

SECTION 05

Facade
Signage
Interior and exterior facade signage
should always be bold, clean, and
readable. Facades should always
contain the primary logo in the
largest format that local signage
restrictions allow. Interior signage
may contain the city tag.
 Wayfinding Signage Brand Identity Guidelines 25

SECTION 05
Camera Research +
Wayfinding Department Development
Signage Authorized Access Only Authorized Access Only

Taking after the tried and true

navigation systems of public transit,
our wayfinding will be simple, sleek,
and informative - with a little Vu flair.
In studio locations that are constantly
changing, we will provide temporary
printable signage in addition to
permanent wayfinding solutions.
To submit a sign request please
reach out to the Marketing team. Studio A Green Room
Green Room

Studio C Studio C
Lobby Lobby
06
Digital
 Email Signatures Brand Identity Guidelines 27

SECTION 06

Email
Signatures
Clickable text with minimal images
to be downloaded creates an
optimal experience. There will be
two forms of email signatures, one
for an introductory email and one
for replies and forwards. The initial
contact should have all relevant
information, whereas a reply email
will have a simplified structure.

Click below to download instructions

on how to set signatures in Gmail
and Outlook.

Download instructions

FULL R E P LY
 Computer Wallpaper Brand Identity Guidelines 28

SECTION 06

Computer
Wallpaper
In order to keep everything sleek and
uniform, we have created a variety
of computer backgrounds for you to
pick and choose from. These should
display on work computers and any
open lab computers.

Download backgrounds
Questions?
JUST ASK US

For more information get in touch

with our brand team.
Sarah Lowther
[email protected]

Michael Coyle
[email protected]

Gabby McKessy
[email protected]