Brand Device
Brand device narrative
The Priority brand system is derived from the logomark, evolving into various forms of the badge: hex fill, hex stroke, frame, brackets, and aperture.
These are a core element of the Priority brand and represent the opportunity and impact that our clients can make when partnering with Priority.
Hex rules
Use case
The hex fill and hex stroke can be used in a number of ways. For example, the shape can be used to mask imagery, hold content, build illustrations, create textural patterns, and more.
Color
Color for the hex fill and hex stroke should primarily use the Pistachio, or the Pistachio to Turquoise gradient as a reference to the logo badge. In some instances such as patterns, you can use Forest or Dark Forest to create subtle shapes.
Image Masking
Use the hex shape to mask images that support marketing content and create interesting compositions. Subjects can be masked within the shape, or can break the plane to create depth.
Illustration Application
Use both the the filled and stroke hex shapes to create abstract illustrations that showcase what Priority offers. See example for growth to the right.
Frame rules
Use case
The frame should be used to represent the opportunity that Priority customers experience when using the Priority Commerce Engine and partnering with our experts.
Don'ts
Don't stretch or skew the frame to fit within imagery
Don't cover the subjects face or impede legibility
Don't overuse the frame within layouts. Prioritize key images or hero sections to make an impact.
Overlay Effect
Where possible, apply an exclusion layer effect to the frame device to highlight textures within the image. Opacity of the device can be adjusted based on the image or subject of the photo.
Bracket rules
Use case
The brackets are derived from the frame device and are primarily used to highlight key content.
Color
Brackets should always be the same color as the text they are highlighting.
Aperture rules
Use case
The aperture is often paired with our border treatment and rounded corners to frame up a composition. This is meant to showcase a look into an opportunity— allowing our audience to imagine what their future could hold if they partner with Priority.
Color
Similar to the other brand devices, the aperture should prioritize the pistachio to turquoise gradient used within our logo. Ensure high contrast on imagery so that they aperture doesn't get lost in the photo.
Spacing
If pairing with a border, ensure your aperture has even margins around it. If you're using within a photo to create focus, ensure your aperture is centered around the subject with as even spacing as possible.
Border
Our border frames compositions, offering a glimpse into our customers' future.
Border Rules
Form
Borders should always have rounded corners. You may need to adjust the radius of the corners based on how large your canvas. The radius on the corners to the right, for example, is 10 px. Ensure you always have even margins or the frame will become uneven.
Color
Borders should be relatively subtle in your layouts, so be mindful of color selections and pairings. Our most prominent pairings are Forest/Dark Forest and White/Turquoise.
Grid
Our border should reflect the grid when possible. It is okay, on occasion, to break the grid so images can overlap to create more dynamic layouts. That said, prioritize gridded layouts when possible.
