---
name: Niteco

colors:
  # Primary brand colors
  yellow:
    hex: "#FFD400"
    rgb: "255, 212, 0"
    cmyk: "1, 14, 100, 0"
  black:
    hex: "#262524"
    rgb: "38, 37, 36"
    cmyk: "70, 65, 65, 70"

  # Golden gradient — internal events only, on solid or gradient black background
  gradient-gold-light: "#FDF1A4"
  gradient-gold-mid: "#F7DD7B"
  gradient-gold-dark: "#B27F2C"

typography:
  primary:
    fontFamily: "Gilroy Sans"
    weights: ["Regular", "SemiBold", "Bold"]

  fallback:
    fontFamily: "Arial"
    weights: ["Regular", "Bold"]
    usage: "When Gilroy Sans cannot be used in a document/file"

  # Screen display
  screen-headline-max:
    fontSize: "80px"
    lineHeight: "110%"
    weight: "Bold or SemiBold"
    case: "Uppercase or Sentence case"

  screen-headline-min:
    fontSize: "32px"
    lineHeight: "110%"
    weight: "Bold or SemiBold"
    case: "Uppercase or Sentence case"

  # Print
  print-headline-max:
    fontSize: "24pt"
    lineHeight: "100%"
    weight: "Bold or SemiBold"

  print-headline-min:
    fontSize: "16pt"
    lineHeight: "100%"
    weight: "Bold or SemiBold"

  # Body text
  screen-body:
    fontSize: "16px"        # minimum
    lineHeight: "150%"
    weight: "Regular"
    case: "Sentence case"

  print-body:
    fontSize: "11pt"        # minimum
    lineHeight: "150%"
    weight: "Regular"
    case: "Sentence case"

  # Decorative typefaces — internal event graphics only
  decorative-icel-millanova:
    fontFamily: "iCiel Millanova"
    lineHeight: "280%"
    pairing: "Gilroy Sans"

  decorative-high-spirited:
    fontFamily: "High Spirited"
    lineHeight: "110%"
    pairing: "Gilroy Sans"

  # Hierarchy ratios
  hierarchy:
    h1: "2× body text size"
    subhead: "1.2× body text size (optional)"

  # Approved opacity range for body text
  approved-opacities: ["100%", "90%", "80%", "70%"]

logo:
  # Sizing
  min-width-print: "2.5cm"
  preferred-width-print: "72px (20mm)"
  min-width-web: "35px (1× screen resolution at 35ppi)"

  # Colorways
  yellow-logo-on: "black background only"
  black-logo-on: ["yellow background", "white background"]
  yellow-on-white-ratio: "1:1.14 (yellow:white area, for contrast)"

  # Partnership lockups
  partnership:
    style: "monochrome only"
    size-difference: "0–30%"
    arrangement: "Niteco left-aligned, partner logos right-aligned (when separated into two groupings)"
    alternative: "centered together"

patterns:
  primary:
    name: "Primary Pattern (the 'n' arch shape)"
    colorways:
      - "Solid yellow on white"
      - "Solid white on yellow"
      - "Solid yellow on black"
      - "Light tint on white"
      - "Light tint on yellow"
      - "Dark tint on black"

  secondary:
    name: "Secondary Pattern (concentric arc lines)"
    backgrounds-shown-in-pdf: ["black", "yellow", "black with darker overlay"]

icons:
  principles: ["Flat with no shading", "Hyper efficient", "Symmetrical"]
  accent-color: "Yellow used as a selective accent within icon compositions"

tone-of-voice:
  - "Professional"
  - "Knowledgeable"
  - "Informative"
  - "Straightforward"
  - "Conversational"
  - "Approachable"
  - "Friendly"
  - "Trustworthy"

brand-values:
  - "Never be afraid to challenge"
  - "Own everything you do"
  - "Question what's possible"
  - "Be willing to change"
---

## Who We Are

Niteco is a global end-to-end digital agency that supports digital transformation with consultancy, marketing, design, and application management. Niteco has delivered hundreds of projects for customers in more than 30 countries, with offices in Vietnam, Sweden, the UK, the US and Australia. As a multi-award-winning agency, Niteco has 120 Optimizely Certified Developers, with developers also certified in platforms like Sitecore and Magento.

## Brand Ambition

Niteco's goal is to deliver holistic solutions of high technical quality and process quality, with a clear and tangible effect on clients' bottom line by creating user experiences that are proven to convert. Niteco aims to grow market share among global mid-market to enterprise clients across all verticals.

The mission: to create world-class digital experiences through a relentless focus on the highest quality technical delivery standards, using curiosity and care to lead customers to the right solution.

## Brand Positioning

Niteco is a holistic digital agency focused on delivering end-to-end digital experiences for mid-market to enterprise customers worldwide. Services encompass the design and development of web presences and applications, plus the digital marketing services needed to provide insights about user behavior and to enable personalized and direct targeting.

**Quality:** Niteco follows the highest technical quality standards in deliveries to ensure the brand name is linked to quality solutions.

**Optimizely Experts:** With years of experience working with the Optimizely platform, Niteco are experts at building, maintaining, and improving solutions based upon it.

## Logo

The Niteco brand name derives from the company's original name, Niklasson Technology Consultancy, named for founder and CEO Pelle Niklasson.

The Niteco logo combines simplicity and straightforward thinking with the elegance and smoothness inherent in the rounded corners of the font. The golden yellow coloring displays the high value of Niteco's solutions as they stand out from other offerings in the marketplace.

The askew letter "e" shakes up the logo as a representation of the creative spark present in everything Niteco does — from design and development through to digital marketing work. The single letter "n" is often used as a visual element in Niteco collateral, encircling the company's employees and offices around the world.

## Logo Colorways

Consistent usage of the logo colors helps build brand recognition and ensures the logo is always rendered properly.

- The **yellow logo** should be used on a **black background**.
- The **black logo** should be used on a **yellow or white background**.
- The yellow logo should not be placed on other colors or imagery with the same value.
- When the yellow logo needs to be displayed on a white background, the ratio of yellow:white should be approximately **1:1.14** to ensure correct contrast.

## Logo Don'ts

1. Do not use the yellow logo on a low-contrast background.
2. Do not apply filters or effects to the logo or the "n" symbol (e.g. drop shadow).
3. Do not use the yellow logo on competing color backgrounds.
4. Never add opacity to the logo.
5. Do not place imagery or patterns inside the logo.
6. Do not use the black logo on dark colored backgrounds.
7. Do not use the logo at unusual angles.
8. Do not use low resolution versions of the logo.
9. Do not use the logo on busy backgrounds.

## Logo Sizing

- Minimum print width: **2.5cm**
- Preferred print width on a typical printed piece: **72px (20mm)**
- Minimum web/digital width: **35px** (never smaller than 1× the screen resolution, i.e. 1 × 35ppi)

## Partnership Lockup

When Niteco's logo and other logos are displayed as part of a partnership with companies or clients:

- Use **monochrome** versions of the logos.
- The logos should be **equal in size** or have **no more than a 20–30% difference** in size, depending on the situation.
- The logos can be displayed together in the center, or separately in two groupings. If separated, the **Niteco logo aligns left** and the **partner logos align right**.
- Clear space guidelines around the logo must be followed in either arrangement.

## Colors

The primary brand palette consists of two colors:

- **Yellow** — `#FFD400` (RGB 255/212/0, CMYK 1/14/100/0)
- **Black** — `#262524` (RGB 38/37/36, CMYK 70/65/65/70)

## Gradient Color

The Niteco gradient uses three specific tones — light yellow, yellow tan, and light brown — to make a golden gradient: `#FDF1A4` → `#F7DD7B` → `#B27F2C`.

The golden gradient color should be used in designs related to **internal events** and should be placed on a **solid or gradient black background** to ensure optimal contrast and hierarchy.

## Typography

**Gilroy Sans** is the primary typeface, available in Regular, SemiBold, and Bold weights.

### Headings

Headings use **Gilroy Sans** in **Bold or SemiBold**, in **uppercase or sentence case**.

**Screen display:**
- Maximum headline: 80px / 110% line-height
- Minimum headline: 32px / 110% line-height

**Printing:**
- Maximum headline: 24pt / 100% line-height
- Minimum headline: 16pt / 100% line-height

### Body Text

Body text uses **Gilroy Sans Regular**, sentence case, with **150% line-height**.

**Minimum sizes:**
- Screen display: 16px
- Printing: 11pt

### Hierarchy

To establish an effective typographic hierarchy:
- **H1 headlines** should be **double the size** of the body text.
- **Subheadlines** (optional) should be **×1.2 the size** of the body text.

### Legibility

- The ideal line length for body text, ensuring a good reading experience, is around **80 characters including spaces**.
- Headlines work best in **short lines**.
- Headlines and body copy should be **left-aligned whenever possible**.

### Alternative Typeface

**Arial** can be used in cases where Gilroy Sans cannot be used in a document or file. Arial is provided in Regular and Bold.

### Decorative Typefaces (internal event graphics)

- **iCiel Millanova** — sentence case, 280% line-height, paired with Gilroy Sans.
- **High Spirited** — sentence case, 110% line-height, paired with Gilroy Sans.

### Typography and Colors

Typography colors are: **black text** when displayed on Niteco Yellow or any clear bright background, or **white text** when displayed on a dark background. Body text may be rendered at **100%, 90%, 80%, or 70%** opacity.

### Typography Do's and Don'ts

Typography needs to be used alongside imagery in a harmonious way, without one lessening the effect of the other.

- **Don't** put text on a busy background.
- **Do** put text on a simple background, or add a dark transparent filter on the image before placing text.

## Pattern

### Primary Pattern

The primary pattern is built from the "n" arch shape. Approved colorway examples include solid versions (yellow on white, white on yellow, yellow on black) and tinted versions (light tint on white, light tint on yellow, dark tint on black).

### Secondary Pattern

The secondary pattern is composed of concentric arc lines. It appears on dark and yellow backgrounds in the brand collateral.

## Photography

All photographic images used to represent Niteco must convey Niteco's diversity. As a global end-to-end digital agency, photo selection should include both local and international employees and clients.

**Key attributes:**
- Crisp, bright lighting
- Use photos of employees at work
- The subject should seem approachable and friendly
- Avoid moments that feel staged or disingenuous
- Avoid busy backgrounds with too many details

## Illustration Principles

- **Flat with no shading** — minimal icons; avoid shading and dimensions.
- **Hyper efficient** — do more with less by creating uncomplicated compositions.
- **Symmetrical** — as with Niteco's logo, strive for balance in icons.

Yellow is used as a selective accent within icon compositions.

## Tone of Voice

Niteco aims to inspire confidence in customers with written content, using the same qualities that define its development, design and digital marketing work — combined with a commitment to great customer service.

The general Tone of Voice can be described as:

- Professional
- Knowledgeable
- Informative
- Straightforward
- Conversational
- Approachable
- Friendly
- Trustworthy

## Brand Values

Niteco's work is driven by four core brand values:

- Never be afraid to challenge
- Own everything you do
- Question what's possible
- Be willing to change

---
*Source: Niteco Brand Guideline 2023*