Page 19 - Coffee Table Book

MOTIFS
BRUSHED METAL
We use the look of metal to add some slight texture to the look of our materials, and establishes a firm and solid backing. Metal is used because it is malleable, reflective, and strong much like our Fellows.
SHAPES & ANGLES
We use angles and geometric shapes in our designs to show we are a dynamic brand but also structured in our presentation. Basic angles are always at 15° (degrees) with the point heading towards the right, or alternatively up
or down (such as arrows). Our icons should also be sharp edged and not curved.
GRADIENTS
Gradients communicate and evoke light (hope) and movement (transformation, growth). The direction of the gradient must always be linear (never radial), with the lightest parts being east, north, or northeast.
Remember not to overdo the gradient or make it too busy as to avoid coming across as messy-- this should be subtle.
RESPECTING THE
LOGO
MKE Fellows Brand & Style Guide 19