Shapes

Our graphic shapes allow us endless combinations to speak to a variety of themes, such as balance, innovation and growth.

Our shapes were born from the idea of individuality; both people as individuals and individualized approaches to problem-solving provided by AbleLight.

We can use our shapes in a variety of ways to promote our brand and communicate our message.

 

Shapes 1

 

Design with Graphic Shapes

Our graphic shapes can speak to a wide array of themes, but that doesn’t mean they need to be used everywhere, or in large numbers. Our communications can live anywhere from minimalist execution to fully graphic.

 

Shapes 2

 

Coloration

Shapes can either be used as a pattern of a single color, or in multicolor groups.

When using multicolor design with a larger number of shapes, consider using white or tints to help separate bolder colors and keep the communication from being overwhelming.

 

Shapes 3

 

Shape Principles

When used on their own, shapes can either be patterned or stacked.

When patterning with shapes, ensure that there is equidistant breathing room between all shapes so the pattern is even.

When stacking shapes, think about how gravity would effect what you’re building. We want our shapes to have a weight when we’re creating stacks, to make them seem more thoughtful and true. Problem solve and find creative and innovative ways to stack the shapes!

 

Shapes 4

 

Shapes and Typography

Our shapes can be used in combination with typography to bring our messaging to life. Copy can either warp to the edges of a shape, or run centered through it.

When stacking typography, aim to keep the message readable from left to right, top to bottom. Avoid turning language upside down.

When patterning typography, continue to think about how the messaging will be read. Less is more; make sure to use less colors or ample white space so the communication doesn’t become overwhelming or lose legibility.

 

Shapes 5

 

Shapes and Photography

When used with photography, our shapes can either function as backdrops or as holding shapes.

When used as backdrops, ensure the shape has enough contrast between both the background and the subject. Select shapes whose integrity can still be seen, even when obscured by our focus.

When used as a holding shape, ensure there is enough contrast between the photo and the background. Ensure that the shape doesn’t cut into the photo in an awkward manner.

 

Shapes 6

 

Charts and Infographics

We represent numerical data in two ways; charts for literal representations, and our shapes for graphic interpretations.

Our charts retain a simple, rounded graphic quality, playing off the soft edges of our shapes and approachability of our system.

Our shapes can be used to represent larger numbers through patterning; for example, a large number of individuals can be shown as multiple shapes, shown right. This displays a large number, but also shows each person is a unique individual.

 

Shapes 7

 

Shape Misuse

  1. Do not overlap shapes or create literal imagery.
  2. Do not use the same color when stacking multiple shapes.
  3. Do not repeat the same shape too often in a stack.
  4. Do not use transparent shapes.
  5. Do not crop typography outside of shapes.
  6. Do not use shapes purely for decoration. They should showcase a message, theme or abstract concept.
  7. Do not use gradients in shapes.
  8. Do not crop faces/key elements from photography.
  9. Do not cover faces with shapes.

Shapes 8