Our brand is our most important and valuable asset.
We have invested years of effort creating and shaping positive experiences with our partners and customers. We recognize that our brand can be used strategically to help our partners grow their success as well. We developed these guidelines to outline recommended co-branding scenarios and to provide detailed guidance on how to best activate these scenarios in co-branded communications materials.
DOMINANT PARTNER CO-BRANDING.
The dominance of the brand partner (AliExpress) is established when their brand significantly influences the communication experience. As a result, the style of the brand partner (AliExpress) takes more prominence, and the design is oriented towards their visual system. Although the execution will be guided by the visual system of the brand partner (AliExpress), it is essential to protect and properly display the image and logo of seQura.
Within the co-branding, we propose a brand dominance with a ratio of 70/30, where AliExpress represents the majority of the visual identity.
We have two main versions, in both the green should be always present.
When it’s not possible the positive and negative versions must be used.
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The seQura logo and the AliExpress logo must be optimally balanced in weight and size to avoid competition and confusion. When using both, the seQura logo should have the same size as the “press” from AliExpress.
Green Mint (#00C2A3) is our distinctive color and should be present in all communication assets. The gradient can be used as a visual component, it should be 50% Green Mint, 30 Light blue and 20% Space Violet
Simplicity, transparency, and clarity are our main objectives in communication.
We want our value proposition to be perfectly understood at first glance.
we want to transmit trust & transparence.
Green & white as protagonist colors
Rounded shapes | Different font wheights
TOV friendly, fresh, lightwight & modern.
Partner dominance is established when the partner brand heavily influences the communication experience. As a result, AliExpress brand is featured more and the design is geared towards their visual system. While the execution will be driven by AliExpress brand’s visual system, it’s critical that we protect and appropriately display the seQura logo.
These examples demonstrate conceptually how Partner dominant co-branded communications should appear in common marketing vehicles. Note that AliExpress visual identity takes the lead, and our logo is placed in a visually subordinate position.
DESIGN REQUIREMENTS
- Wherever possible, the Partner visual identity system is used.
- The seQura logo and partner logo are optically balanced in size.
- Use the seQura logo in full color on a white background when available. If this is not possible, use the alternatives provided.
