BRAND GUIDE

©2017 Sitael S.p.A.

01. LOGO 5
1.1 Our Logo 6
1.2 Proper Use 7
1.3 Black & White 8
1.4 Suggested Color Combinations 9

02. TIPOGRAPHY 11
2.1 Headings font 12
2.2 Paragraphs and text font 13

03. COLORS 15
3.1 Primary colors 16
3.2 Secondary colors 17

04. RULES 19
4.1 Specifications 20
4.2 Prohibitions 21
4.3 Application 22

05. CONCLUSIONS 25
01. Logo 5
1.1 OUR LOGO
The ESB logo reflects the personality of a brand focused on
providing e-bike users with an innovative riding experience.
By offering a real deep integrated riding solution, we design
a fusion between the vehicle, its manufacture and the
rider.

Our logo represents a stylized man crouched astride

the bike he has chosen to practice his passion and
reach his most desired goals. Finally, he is perfectly
enclosed in a single compact element projected
towards the future.

Transverse lines in the background of the ESB

applications and communication reflect the
innovative and creative character of our
solutions and highlight, at the same
time, our commitment to, reliability and
quality. Our colors palette has
adopted vibrant shades of red and
dark blue, representing passion
and equilibrium, respectively: the
ESB® brand essence.
 Logomark

2x
1.2 PROPER USE
Red indicates Clear Space, it means that the whole area
shall be completely blank, with no elements except the
logo. Grey padding indicates Safe Zone, where it is
2x 2x
9x
possible to include some external elements. Blue lines
show the alignment and boundaries of the defined x/2
logo. The minimum space required for Clear Space is X x/2
2x, that is the double height of the logotype.
2x

Logotype
1.3 BLACK & WHITE
In the various applications of the logo both on physical and
digital products, it is possible to use the ESB® brand
monochromatic logo. Where possible, it is necessary to use
the original full-color logo shown in paragraph 1.1. However,
it could be necessary to use a monochromatic logo in case of
greyscale printing, applications expressly requiring a
monochrome or in case of problems raising from the
overlapping of background colors. In these cases, it is
possible to use a white logo on dark backgrounds or a black
logo on white or very light backgrounds, aiming at ensuring
a strong contrast.
1.4 SUGGESTED COLORS COMBINATIONS

The ESB® logo shall always be placed on a solid, clear and clean
background. A strong contrast between the logo and its background
shall always be guaranteed (i.e. a white logo shall be used on a
background with a black ratio of 50% or more). Another suggested
application, is the use of a white logo on the primary colors that will
be indicated in a further section. If the logo is applied on a picture or
on a complex background, it is important to ensure its clearness and
to respect the Safe Zone/Clear Space previously explained.
02. Tipography 11
 DOSIS UPPERCASE

AA
2.1 HEADINGS FONT
The ESB® brand expresses its personality with two
fonts. The first one, Dosis, is a strong and dynamic font
and reflects the modern and resolute style of ESB®. It
can be realized with various typographic weights, but
usually it is Regular or Medium.

It is used only with uppercase letters in all kinds of

communication of the ESB® brand, both in the ABCDEFGHIJKLMNOPQRSTUVWXYZ
headings and in the headers.The same font with 1234567890
lowercase letters is forbidden.
EXTRALIGHT
LIGHT
REGULAR
MEDIUM
SEMIBOLD
BOLD
 Titillium

Aa
2.2 PARAGRAPHS AND TEXT FONT
The second font for the ESB® brand is Titillium, a sans
serif font, rich in personality and extremely elegant.

It was designed by some Italian university students and

marketed as OFL. Therefore, the choice of this font is
also an acknowledgment of the high quality work
carried out in the various universities of design in
Italy. The whole range of typographic weights
allows different uses in the major printed and web AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
contexts, both for paragraphs and texts PpQqRrSsTtUuVvWwXxYyZz
concerning the ESB® brand, the most used being 1234567890
Light and Semibold.
Thin
Light
Regular
Semibold
Bold
03. Colors 15
3.1 PRIMARY COLORS
A personalized palette of colors is a recognizable means of
communication. All the selected colors contributes to the Company
Pantone White Pantone Solid Uncoated 710 U
identification and can evoke a particular emotion chosen for a more
CMY K 0, 0, 0, 0 CMY K 0, 54, 49, 14
successful communication.
#ffffff #dc6670
RGB 255, 255, 255 RGB 220, 102, 112
Red, typical of our muscles and heart, that are essential elements of
our life, has been chosen for arousing the same passion athletes
practice every day. The sky, sea, lakes and big expanses of water are
blue and this is one of the most frequent colors in our life. Blue
represents harmony and equilibrium, that are characteristics needed
by athletes to reach their most desired goals.

Our primary colors, together with black and white, representing the
colors of rebirth and transformation, respectively, compose the main
palette and reflect the essence of the ESB® brand.

Pantone Black Pantone Solid Uncoated 3025 U

CMYK 0, 0, 0, 100 CMYK 59, 18, 0, 55
#000000 #305f74
RGB 0, 0, 0 RGB 48, 95, 116
3.2 ALTERNATIVE COLORS
Pantone Solid Uncoated 649 U Pantone Solid Uncoated 710 U
Secondary colors complete the palette of primary colors by bordering CMY K 0, 0, 0, 2 CMY K 0, 54, 49, 14
creative design possibilities. They should be used sparingly and in #f9f9f9 #b35d69
order to give a particular emphasis according to the design and RGB 249, 249, 249 RGB 220, 102, 112
context of the logo. In particular, this alternative palette includes
lighter tonalities of blue or darker tonalities of white and red coming
from the main palette.

They are good variations often used as additional colors for web
contents or as particular techniques of mixing and shades for a great
visual impact. The use of alternative colors not combined with our
main colors is forbidden.

Pantone Solid Uncoated 629 U Pantone Solid Uncoated 2391 U

CMYK 40, 8, 0, 14 CMYK 57, 18, 0, 35
#84c9db #4888a6
RGB 132, 201, 219 RGB 72, 136, 166
04. Rules 19
 MINIMUM HEIGHT: 7MM
7mm is the minimum safe size

4.1 SPECIFICATIONS
In order to use the defined logo, it is
necessary to apply an height of maximum
FAVICON
7mm (20px in case of digital applications). With .ico files, 32px is the minimum safe size
When the height is less then 7mm, it is
necessary to use only the monochromatic
logomark (by deleting the logotype). In
some digital environments, it is necessary
to put the logo in a squared box with
rounded boundaries; an example is given
by favicons or publications on social media. SOCIAL PROFILE IMAGE
The profile image on social media can also Logo da rappresentare in un box con
ombreggiatura e sfondo elaborato. Utilizzare
be represented with complex backgrounds possibilmente quelli mostrati
or with shadows, but always ensuring an
high contrast between the logo and the
remaining elements.

SOCIAL PROFILE IMAGES

When the height is less then 7mm, it is neces-
sary to use only the monochromatic logomark
(by deleting the logotype)
 Do not change
elements position

4.2 PROHIBITIONS
Do not stretch
The ESB® brand logo and its or distort
communication are its main form of
identification in social contexts. Therefore,
it is absolutely forbidden to elaborate or
edit the logo since it would represent a
damage for the Company communication.
It is not possible to shift or edit internal
elements, as well as it is not allowed to
Do not change
distort or change the official font and
elements size
colors since it would result in an
inappropriate use of the logo.

Do not change
fonts or colors
 PRE-COMPOST ARTWORK
Minimum size: 30mm

4.3 APPLICATION
B/W PRE-COMPOST ARTWORK
When the ESB® logo is applied on vehicles, Minimum size: 30mm
batteries or within a product, it is required
the use of a pre-defined artwork, made of
the shaded logo, complex background and
payoff. The artwork shall be applied in its
multicolor version, that includes all the
ESB® brand elements enclosed in a box. 2x
Otherwise, it is possible to use the bicolor 4x x/2
2x
alternative in black white. Maximum size:
30mm (or 80mm in case of digital
applications). 4x 4x

X
2x

4x
05. Conclusions 25
We thank you for reading and consulting this guide. We
are sure you will share the same attention we pay to
details and quality.

We know the application of these rules requires

time and efforts, but the stories we
communicate with ESB® are more efficient
thanks to these rules.

Please do not hesitate to contact us for

further information on the visual identity of
the brand and its design application at
marketing@sitael.com.

Thank you