Logo
The main symbol for Humans is their logo. The word Humans is written in Helvetica to form a logo where the A is replaced by a little soul hugging planet Earth. It is a soul that wants to stay here. The logo can be used in black or white on any background color, respecting the rules of permitted combinations.
Wordmark
In exceptional cases, like when ultra-formality is required or when a little soul is being used in the same graphic, the brand can use its wordmark alone.
Scale & Clearspace
The clearspace is the space that must be left free between the logo and any other adjacent element. In this case, the clearspace is defined by the logo's "H" letter.
Social Icons
These are the images recommended to use as an application icon, main photo in social media and FavIcon.
Forbidden uses
Don’t use in color.
Don’t change the soul’s position.
Don’t change the wordmark’s font.
Don’t change proportions.
Don’t add any elements.
Don’t use contours only.
Color Palette
HEX#CC9C89.PANTONE7514 C.R 204G 156B 137.C 20M 48Y 46K 0
HEX#D9C0B3.PANTONE447 C.R 217G 192B 179.C 16M 29Y 29K 0
HEX#BE9C88.PANTONE877 C.R 190G 156B 136.C 29M 44Y 48K 0
HEX#000000.PANTONEBlack 6C.R 0G 0B 0.C 1M 41Y 99K 0
HEX#EBEBEB.PANTONE663 C.R 235G 235B 235.C 10M 8Y 8K 0
HEX#FFFFFF.PANTONE-.R 255G 255B 255.C 0M 0Y 0K 0
Color proportion
Allowed color combinations
Forbidden color combination
Brand's fonts
Headline's Font
Body text's font
Fonts Guidance
How is the brand's name written?
The brand's name should be written with an uppercase 'H' and 'umans' in lowercase.
Humans
Visual Elements
1. Little souls
As a way of making the brand's purpose visible, Humans uses abstract figures that represent souls who want to remain on Earth in their visual universe. These "little souls" can be used in all kinds of brand communication in different positions and attitudes.
2. Shaped images
Humans can use abstract shapes in their graphics to add decorative elements. These can be used with a solid color fill or photo fill in any type of communication.
Photography
Main photography
Humans uses portraits as his main type of photography. These portraits must be frontal, passport type, with a neutral background or in one of the brand's colors. The people pictured must ensure as much diversity as possible.
Forbidden Photography
Black & White
Our brand seeks to maintain human life on earth, black and white is a symbol of the opposite.
Poser
Humans shows human life naturally, overly expressive or forced poses are artificial.
Realistic background
Our brand seeks to register human life, adding a context to photography takes us way too far.
Videos
A Humans video should be a reminder of how beautiful it is to live. However, we do not do it from the great wonders, but from the beauty of the day to day living. By making videos of people in their routine, we emphasize the beautiful moments; soft laughs, short smiles, quiet moments, bright eyes and happy looks. It is recommended to use little souls as characters that keep company in all these moments. The music should be inspiring but calm. The latter can be based on pianos or strings.
Downloadable material
BRANDPACK
Logo, wordmark and fonts.
IMAGE BANK
Collection of pictures that comply with the established standards.
PRESS KIT
Essential material to deliver to the media (credentials, brochures, key reviews, corporate videos, etc).