Introduction
Channels and Platforms
Brand Behaviors
SmartPath
SmartPaths are a new visual asset designed to ensure a prominent visual identity across all our digital channels.
What Is New?
In the digital marketplace, visibility is key, but consistent recognition is what truly sets a brand apart. SmartPath is our
strategic response—a new design asset to elevate messaging and solidify the brand identity across platforms.
It acts as a visual signature, to capture attention and unify the brand experience. By aligning our diverse communications with this new asset, we ensure that Crowe’s presence is noticeable and distinguished. audience
strategic response—a new design asset to elevate messaging and solidify the brand identity across platforms.
It acts as a visual signature, to capture attention and unify the brand experience. By aligning our diverse communications with this new asset, we ensure that Crowe’s presence is noticeable and distinguished. audience
From tradition to innovation
The SmartPath takes the familiar shape from Crowe logo and evolves it into a fresh, modern design. It connects our well-known brand image with a new look that is ready for tomorrow, helping us keep up with changing trends.
Made for platform-wide use
We have created SmartPaths to work on a variety of media – from LinkedIn posts to branding our video content. It is flexible, easy to use, and designed to make our brand more recognizable.
Concept
The SmartPath builds on Crowe's 'Smart Decisions. Lasting Value' strapline. It illustrates how decision-making can lead to
opportunities. There is a focus on clarity, precision and the opportunity.
opportunities. There is a focus on clarity, precision and the opportunity.
Remember
Focal point flexibility: The SmartPath focal point can be positioned freely across your design space. The angle of the SmartPath is adjustable although it is important to avoid right angles to maintain the asset's dynamic nature.
SmartPath: A Dynamic Asset
Our SmartPath is a dynamic visual asset that offers a variety of compositions. Flipping a SmartPath to horizontal or vertical, rotating, zooming, or altering its colors, provides fresh and engaging visuals while maintaining the brand identity. This versatility ensures that messaging remains consistent but never static.
Flipping
The SmartPath can be flipped along a horizontal or vertical axis, instantly generating a new layout from a single asset. This enables a variety of unique arrangements that share a common design.
Rotate and zoom
Rotating or zooming into the
SmartPath, can alter its appearance, adding variety and maintaining interest across different applications.
SmartPath, can alter its appearance, adding variety and maintaining interest across different applications.
Color
The SmartPath uses Crowe's primary color palette to ensure visual consistency across materials. By varying color combinations, designs
can be tailored to align with specific
messages while maintaining a cohesive brand look.
can be tailored to align with specific
messages while maintaining a cohesive brand look.
Remember
Color volume: Adjust the prominence of Indigo or Amber in a SmartPath by flipping or rotating its position. This lets you tailor the color balance to suit the application's needs.
System Flex: Color Range
To start, SmartPaths will exclusively feature Crowe's primary colors. This strategy is to build recognition and familiarity with this new visual asset. As we progress the roll-out other colors from the Crowe color palette will be introduced.
Two-color use
SmartPaths crafted with our primary colors, Indigo and Amber, create a dynamic and recognizable look that’s perfect for broad-reaching communications.
Single-color application
Using just one primary color for a SmartPath allows for a strong, yet simple visual that’s easily identifiable with Crowe, ideal for more focused messages.
Accenting with white
Incorporating white with a primary color on a SmartPath provides a clean backdrop, ensuring content stands out.
Application: A Dynamic Canvas
The SmartPaths asset is designed to be the versatile backdrop for your digital content. Think of it as a stage that brings together different brand elements cohesively. It has been developed to give priminence to the message whilst providing a signature style for our brand.
What to Avoid
SmartPaths are central to our visual identity, bringing structure and dynamism to our brand's digital presence. To ensure they always look their best and function consistently, here are some things to avoid.
Do not place the SmartPath at right angles on the canvas; it reduces the visual energy and movement essential to our visual brand.
Do not crop out the focal point from the canvas edges; it is essential to keep the focal point visible and unobstructed.
Do not mix up the order of colors in the SmartPath; the sequence is designed to maintain visual clarity.
Do not use off-brand colors in the SmartPath; stick to the designated palette to ensure brand consistency.
