Skip to main content

A Brand & Identity Manual.

A reference for designers, marketers, and partners assembling visual communications under the IMS mark. Reproduce these assets faithfully; bend them with intent.

Contents

Branding is the practice of shaping how your market perceives you, from name and identity to voice and positioning. IMS builds brands that make every other marketing dollar work harder, so customers recognize you, trust you, and choose you before price is even part of the conversation.

  1. 01
    Icon preview

    Icon

    Reductive monogram. Use within tight spaces and avatars.

    ↓ WEBP ↓ SVG

  2. 02
    Light Version preview

    Light Version

    Primary lockup for dark surfaces.

    ↓ WEBP ↓ SVG

  3. 03
    Dark Version preview

    Dark Version

    Primary lockup for light and paper surfaces.

    ↓ WEBP ↓ SVG

  4. 04
    All White preview

    All White

    Single-color reverse for photography and dense backgrounds.

    ↓ WEBP ↓ SVG

  5. 05
    All Black preview

    All Black

    Single-color application. Print, embossing, embroidery.

    ↓ WEBP ↓ SVG

Core

(Pillars of the IMS identity)

Primary

(Foundational surfaces)

Accents

(Highlights and interactive states)

Tertiary

(Secondary call-outs)

Neutrals

(Type and surface)

  1. 400 / Regular The quick fox jumps over the moon
  2. 500 / Medium The quick fox jumps over the moon
  3. 700 / Bold The quick fox jumps over the moon
  4. 400 / Italic The quick fox jumps over the moon
  1. 01
    10x: Full Color preview

    10x: Full Color

    Standard 10x lockup.

    ↓ WEBP ↓ SVG

  2. 02
    10x: 150px preview

    10x: 150px

    Reduced display variant for product UI.

    ↓ WEBP ↓ SVG

  3. 03
    10X: White preview

    10X: White

    Reverse 10x for ink-dark backgrounds.

    ↓ WEBP ↓ SVG

  4. 04
    10X: Reverse preview

    10X: Reverse

    Black mark for paper and high-contrast print.

    ↓ WEBP ↓ SVG

(Paper / Light Haze)
(Darkstone Blue)
(Image / Imagery)
(Type hierarchy)

Header 01

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Header 02

Lorem ipsum dolor sit amet, consectetur adipiscing elit. text link incididunt ut labore et dolore magna aliqua.

Header 03

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

“Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.”

Header 04

Lorem ipsum dolor sit amet, consectetur adipiscing elit. text link ut labore et dolore.

Header 05

Lorem ipsum dolor sit amet, consectetur adipiscing elit. text link ut labore et dolore.

Header 06

Lorem ipsum dolor sit amet, consectetur adipiscing elit. text link ut labore et dolore.

Style Family Weight Size Line
H1 Roboto 700 54px 76px
H2 Roboto 700 44px 62px
H3 Roboto 700 40px 56px
H4 Roboto 700 34px 48px
H5 Roboto 500 28px 34px
H6 Roboto 500 24px 34px
Body Roboto 400 22px 36px
Link Roboto 500 20px 26px
Quote Roboto 400 italic 22px 36px

(HD desktop standard). Scale typographic ratios for breakpoints below 1280px.

(Colophon)

This manual is set entirely in Roboto, in the four cuts declared by the brand: Regular, Medium, Bold, and Italic. The IMS mark, 10x sub-mark, and accompanying assets are © IMS, all rights reserved.

IMS Studio Edition I  /  Anno MMXXVI Maintained by IMS Brand Operations
Copied