'S' Lines

Overview

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The ‘S’ lines are an integral part of the brand’s key visual system. They add movement and, in tandem with the other key visual elements, could make the composition more dynamic. This design element can be used with photos of people, products or even illustrations. The color of the S lines should only be set to Sky blue, Azure blue and white.

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Variants

Curved S - The curved variant of the S line. It evokes a sense of flow and movement. This visual element should be used on layouts where the key messaging centers on appealing to the emotions of the customer. For example; Reliable, friendly, trustworthy, dependable.

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Straight S - The straightened variant of the S line. It evokes a feeling of strength and sturdiness. This visual element should be used on layouts where the key messaging centers on the quality of service. For example; Fast, professional, experienced, economical.

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