StoryChief Brand Guidelines

A brand id is a person's gut feeling about a product, service or company.
It's what others think about us.

the typography we use
visuals we use
it's how we pick up our phone
it's how we behave
how we talk
dress
look
drive
communicate

mission
We believe that quality content and sharing valuable insights can change the world for the better
There is a lot of noise and information out there. The best way to stand out is to create valuable, relevant content that is delivered to the right people at the right time. Quality content drives businesses towards trust and helps them become a thought leader in their niche.
core values
StoryChief is organized around the idea of helping businesses produce the best content possible and then helping them to be discovered.
To help shape the product to our values, at StoryChief, we follow these key principles:
Trust and honesty
It can only work when the whole team is working together as a family in a healthy environment. Not a toxic environment.
Respect
Respect each other's values, don't put yourself above someone else. Everyone in the team has achieved a lot already.
Professionalism
Hard skills are very important. Constant self-improvement, self-criticism and acquiring new skills is necessary to stay in the loop.
Quality over quantity
Be at your best for each task/project or don't do it at all. Release every project only when it is ready and tested.
Helping each other
Everyone is valuable. It's the whole team that brings the product to the next level. Not a small group within a team, nor an individual.
Humbleness
Like to brag about your new car, golden watch, and slick suit? Then you are at the wrong place.
Logo. Typography. Colors.
These few simple rules will help you use our branding elements to communicate the StoryChief brand most effectively. Download all assets
LOGO
Naming Usage
Never modify or abbreviate the name "StoryChief". The "S" and "C" in StoryChief are always capitalized. Keep "StoryChief" as a single word.
LOGO
Full version
William the Sloth has a great attitude. However, the full version can only be used when there is enough white space around it and only when there is enough space to show the logo in its full potential.
LOGO
Responsive version
The small logo is used when there is not enough white space and only when it needs to be shown on smaller media. The "StoryChief" wordmark can be added if necessary: underneath if the content is centered or to the right when the content is left aligned.
Left aligned
When centered
LOGO
Wordmark
Is used when there is no possibility to use the William logo. Make sure that there is enough whitespace around it.
LOGO
Projected on backgrounds
Different versions of the logo are used when applied to backgrounds. Dark backgrounds have white wordmark, dark-colored backgrounds have an additional black square at 50% opacity with rounded corners. Light-colored backgrounds have black wordmark and a white square background with rounded corners. Same rules apply for backgrounds with an image.
LOGO
Whitespace
Always use enough whitespace around the logo. It needs to have space to breathe.
LOGO
Animated versions
The StoryChief logo has two animated versions. Use whenever you need to bring a little more attention to it.
TYPOGRAPHY
Roboto
Used on websites for titles and short descriptions in combination with visuals.
TYPOGRAPHY
Merriweather
Used for long copy on blogs or printed elements.
COLORS
Color palette
StoryChief incorporates different colors throughout the application. Please use the following accordingly, read the description.

Flashy Green
#5cfbbd
Mainly used for the CTA's
Dark Purple
#5648e0
Mainly used for backgrounds
Lazy Orange
#fa873e
Is used to highlight little details
Pink Sloth
#fa7390
Additional background color
90K
#414042
Never use pure black. 90K is the darkest color for black
80K
#58595b
Use 80k to create relief or for long copy text
Light Grey
#f7f7f7
Used as a background for rows on a website
Deep Blue
Additional background color
#001FE6
ADDITIONAL ASSETS
Custom Icons
Some icons were created to create a unique overview
ADDITIONAL ASSETS
Call To Actions
Colored buttons are used for primary and more important CTAs (e.g. to start an account). Secondary CTAs have a flashy green 3px border with 90K text.
ADDITIONAL ASSETS
Sloth illustrations
Sloths can be used to support campaigns or blog posts. But not on the website or for ads.
ADDITIONAL ASSETS
Imagery
Cover images for blog posts have colorful and artsy backgrounds, occasionally with a key topic outlined and embedded as a collage. Announcements have palm trees or leaves as a background with a black overlay and white copy on it. Keywords to describe the images: art, nature, happiness, abstraction, and authenticity.
ADDITIONAL ASSETS
Features explanation
Starts with a sloth claw and ends with a sloth raising a glass of champagne. The guidelines have different weights and forms to create a dynamic effect.
Questions?
If you have questions or want to contribute, please contact us

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