Brand Book - Full Version

JustCo Brand Book

Content
Introduction
Brand Overview
i. Mission and Vision
ii. The place that works for you
− Manifesto
− Narrative
− Touchpoints
Style Guide
i. Key Brand Assets
ii. Typography
iii. Colours
iv. Photography
House Style
i. Tone of Voice
ii. Editorial Style
iii. Formatting
iv. Standard Glossary of Terms
Applications Examples
i. Key Brand Visual
ii. Tactical Execution Formats
iii. Branding Execution Formats
iv. Other Execution Examples
v. Guidelines on Various Formats
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Introduction
Welcome to the JustCo brand book, your comprehensive guide to
our brand identity and guidelines. This book is designed to help you
understand our brand's essence, values, and visual language, and to
ensure that all our communications are consistent and aligned with
our brand strategy.
Whether you're a designer, a marketer, an employee, or a partner,
this brand book is your resource for everything you need to know
about JustCo. We encourage you to use it to create consistent and
memorable brand experiences.
JustCo - the place that works for you.
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Style Guide
The following section outlines the rules of design and
application of brand elements (logo, colours, typography,
etc.).
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Key Brand Assets
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1
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Logo
The most important element of our
brand system.
JustCo Blue
Astronaut Blue and Neue Blue are
new key brand colours that make a
synergistic pairing.
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2
3
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Location Tag
Form a sense of place by
connecting the artwork to a specific
location through location tags.
Blue Dash
A motif that can be creatively used
to represent the brand.
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Key Brand Assets: Logo
Primary logo
• Whenever possible, this primary
option should be applied
Secondary logo
• Against solid Astronaut Blue background
• Logomark in reverse white
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Clear space:
• Minimum area of space
around the logo that must
remain clear of any graphic
elements, including text.
No cluttered background:
• Logo should always be placed against a
clean background
Other guidelines:
- practise own discretion when necessary -
if the logo looks lost, use the secondary
version.

Key Brand Assets: JustCo Blue
Astronaut Blue
#003A5C
Astronaut Blue and Neue Blue
combined is a complementary pairing
that creates a sense of synergy. Together,
these two colours bring balance and
harmony.
Neue Blue
#21B5FF
Astronaut Blue grounds us, while Neue
Blue energises our spirits. They are a
perfect pairing for anyone who seeks
possibilities and enthusiasm, which links
us back to how JustCo is the place that
works for you.
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Key Brand Assets: Location Tag
Create a sense of place by connecting it to a
specific location through Location Tags. This
can help to build a shared identity or connect
with users who might be interested in specific
locations. We also aim to generate awareness
for our marquee centers.
Location Tag
The Location Tag includes the 3D Location
Pin and is always positioned at the bottom
right of the creative.
Refer to here on guidelines on how to craft
the text on the Location Tag.
Location Pin
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Key Brand Assets: Blue Dash + Location Footer
The blue dash is a key motif that can be
creatively adapted for different purposes and
mediums, as long as it effectively
communicates the brand or product
proposition.
Blue Dash
The size of it can be manipulated, as long as
its original form as a dash is not
compromised.
• As a blue dash
For example, it is used as a blue dash to
highlight a key USP or promotional message.
Location Footer
• As a dash outline
For example, the dash outline can also be
used as transition effect for animated social
ads.
However, when it is used as JustCo logo,
design rulings such as spacing and alignment
must be observed.
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Typography
Gibson Semibold
For use in any design work where the
typeface is rendered by vector (ie.
flattened). For example, when designing
in Adobe Illustrator.
Gibson should be used for headers, and
Open Sans is to be used for subheaders
and body copy.
Open Sans
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Typography (Usage examples)
Dark mode (background Astronaut Blue)
Light mode (background Misty Grey/White)
Location tag
Header
Blue dash footer
(to be used when Location footer cannot be
applied)
Subheader
Logo position
(bottom right)
Product names are
highlighted
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Typography (Local language)
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Colours: Primary palette
PRIMARY
When accent colours are not required,
Astrounaut Blue and Neue Blue should
be used in the above proportion against
a Misty Grey (#F5F5F5) background.
The brand palette is a combination of colours
that reflect the dependability, relatability and
rootedness of the brand.
The primary brand colours should be used
accordingly within the assigned 60-30-10
proportion to effectively convey the
communication objective.
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Colours: Secondary palette
SECONDARY
Lemon Yellow is used for call-to-action
buttons and/or to bring attention to certain
elements or call-outs like a promotional
message.
If a 4 th colour is required, for example in
illustrations, use Crimson.
If a softer version of Lemon Yellow and
Crimson is required, for example, in
illustrations that needs variation in terms of
the colour range (such as occasion greetings
and event/promotion collaterals), use Lemon
Yellow 50 and Crimson 50.
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Key Execution Formats: Tactical
EDM
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Key Execution Formats: Brand Key Visual
Product proposition
JustCo workspace
Positive emotions/
moment
POV: User story
The set-up
(Achievement unlocked)
Location tag
Brand asset
Logo
Brand asset
Location footer
Brand asset
Brand Tagline
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Key Execution Formats: Branding
In-centre screen
A5 table-display
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Other Execution Examples
Changi T3 billboards
Standee banner
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House Style
The following section describes the tone of voice,
language and editorial style. All external and internal
communications should follow these guidelines as closely
as possible.
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Tone of Voice
Our language is friendly and
uplifting. We communicate
confidently and professionally but
never arrogantly. Casual speak to
engage is fine, but not too much.
LinkedIn post: Friendly and casual
The objective is to speak to, never at.
And most importantly, to connect.
Blog article: Confident but not
showy
New centre opening: Aspirational and
uplifting
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Editorial Style
• Always use UK English for SG, AU and
TH markets and US English for Korea,
Japan and Taiwan.
• As much as possible, use an active
voice unless a subject, product or
condition needs to be emphasised.
• Avoid jargons – speak simply, as much
as possible.
Example of using an active voice
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Formatting
Apply the AP style across all communication.
• But headers in visual communications should always be sentence
cased.
• Naming of sales communication should always be title cased.
o Singapore Enterprise Office Availability
Sentence casing the header
• Products should always be in lower case if treated as a verb and in
title case if treated like a product.
o Your team can hot desk in all JustCo centres.
o You can get more desks with your membership when you sign
up for SuperPass.
o Call now to secure your preferred Enterprise Office today.
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Formatting
• Ampersands (&) can be used in place of ‘and’ when listing 3 or
more items – mainly for cc.
o Eg: Hot desk, private office & enterprise office
• When stating dates, we don’t have to include st, nd, rd
o 1 Oct 2023
• Omit the Oxford comma, which is the comma after the third
listed item – also for cc.
o Eg: JustCo offers hot desks, private offices, enterprise offices,
and virtual offices.
Sentence casing the header
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Standard Glossary of Terms
Correct
JustCo Central Plaza
JustCo The Metropolis
Hot desk
Coworking
JustCo is Asia’s leading
premium flexible
workspace partner
Incorrect
JustCo at Central Plaza
JustCo at The Metropolis
Hotdesk, hot-desk
Co-working
JustCo is Asia’s leading
premium flexible
workspace provider
We drop 'at' in the naming of centres to
reduce character count and avoid
awkward sentence structures.
On the left are some standardised terms
and their proper usage. For the full list,
please refer to JustCo’s Glossary of Key
Terms & Definitions.
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House Style
Tone of Voice
Friendly and
uplifting
Confident and professional
Grounded
When writing, we should always remember to connect with our audience. Always speak to,
never at.
Editorial Style
Formatting
• Use UK English for SG, AU
and TH markets.
• Use US English for Korea,
Japan and Taiwan markets.
• Write in active voice.
• Avoid jargons.
• Headers should always be
sentence cased.
• Products should be lower
cased when treated as a
verb, and upper cased
when treated as proper
noun.
• Ampersands (&) can be
used in place of ‘and’ when
listing 3 or more items.
• When stating dates,
numerics only
• No Oxford commas
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