Brand Guidelines

Brand Identity

Personality

We are conventional which allows us to serve you better, without ego, and be realistic about what we can deliver, however, we are always curious and unabashed to try new things and do the things we do better.

Our values

Open reminds us of our heritage as an open source company, it encourages everyone associated with our brands to be open-minded and speaks to collaboration across all aspects of our business and the people we interact with.

Solutions

We focus on our customer’s needs supported by our portfolio of products, services and partners to work towards competitive advantages in your industry.

Future-facing

Agile refers to our ability to move in all directions while monitoring what is on the horizon. We liken ourselves to ambidexterity because we are flexible, cross-functional and multi-skilled.

Our logo

The Obsidian logo is the sole visual indentifier of your company. It should be used on all brochures, catalogs, spec sheets, signage, stationery, vehicles, on-line applications and presentations

The primary logo consists of a symbol and the name of your company written in a lowercase wordmark. The Obsidian logotype should primarily be used in full colour.

Each Obsidian logo variant includes the following terms appended to their filename to assist you in using the correct one.

The monotone version should only be used where black and white print is required, the logo should not be reproduced in greyscale. The priority of their use is signified by their filenames mentioned on page 03.

When using the logo on the Obsidian Red it is recommended you use the light monotone version in the provided logo pack.

Download Logo Pack

Logo module

Proportions, space & size relationships of all blocks have been carefully developed and must not be altered, redrawn, embellished or recreated in any way. Sizes mentioned here are for your reference only.

The module of the logo is determined by the weight of the icon’s ellipse.

Its relationship to the wordmark is marked by this relationship as depicted below.

An important part of maintaining a consistent presentation of the Obsidian logo is keeping a clear area around it from other text, graphics or illustrations. Crowding the Obsidian logo detracts from it’s legibility and impact.

The Obsidian logo must always fit into the protective area, which cannot be intervened by other graphic elements which could hinder the legibility of the brand. The protective area is defined by the the weight of the icon’s ellipse, as illustrated below.

Company colours

The basic colours of the Obsidian company is Black, White and Red.

The company Red is bold, powerful & embodies the strength and dynamism of the Obsidian brand and should be used whenever a graphic vibrancy is desired in communication

Black is a bold, strong support colour, it may be used in different tints. as depicted in the right hand side.

These basic colours are to expand and relay the Obsidian professionalism and function. It is intended for use on graphic elements that are seperated from primary brand elements.

Pantone 711 C / Persian Red

C: 11

M: 98

Y: 92

K: 2

R: 209

G: 42

B: 47

#cb2c30

Pantone 178 C / Pastel Red

C: 0

M: 78

Y: 59

K: 0

R: 250

G: 94

B: 91

#fa5e5b

Pantone P 656 U / Antiflash White

C: 3

M: 2

Y: 2

K: 0

R: 243

G: 243

B: 243

#f3f3f3

Pantone P Black C / Charcoal

C: 70

M: 64

Y: 63

K: 63

R: 43

G: 43

B: 43

#2b2b2b

Company typeface

Typography and consistent use of typefaces is a key element to create a cohesive look across all communications. The only font that may be used for corporate communications is Open Sans.

Open Sans is a sans serif font, has a precise, technical feel that matches the company’s technological base. It is ideal for captions, headings, technical information & signage, as well as for longer texts, such as reports, proposals and publications.

Download Open Sans