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Design Elements | Space

One of the most important visual rules for the Crucial brand identity is space.

Breathing Room
Allowing plenty of space helps the design feel simple and clean, and allows the content to be read in bite-size chunks.

Design Elements | Feature Icons

Icons help bring focus and provide illustrated explanation of key features. They shouldn’t be used as a replacement for photography.

Scale
Icons shouldn’t be shown larger than 1” in scale. .

Color
Color can be changed on icons within the Crucial color palette.

customer-service icon
customer-service icon
customer-service icon
customer-service icon
customer-service icon
customer-service icon
customer-service icon
customer-service icon
customer-service icon
customer-service icon
customer-service icon
customer-service icon
customer-service icon
customer-service icon
customer-service icon
customer-service icon

Design Elements | UI Icons

Icons help bring focus and provide illustrated explanation of a call to action. 

 All UI icons should have a consistent stroke weight. Avoid using icons in buttons for simplicity. 

Scale
Icons shouldn’t be much larger than the text they sit
next to. Make icons approx 125% larger than the initial
capital letter of the text next to it.

Icon line weight
Line weight should feel similar to the text it sit next to. 

Space
Icons shouldn’t crowd the text. Space icons approx 1em width from the text.

Color
In most cases, UI icons should be an extension of the text they sit next to. In some cases, a contrasting icon color may help the viewer’s understanding.

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Design Elements | Angles

An optional element of the Crucial brand identity is the use of angled shapes. These should only be used if it helps add interest or visual hierarchy.

 Please view the following pages for usage examples.

Optional Use
The use of the angle shape is optional, however if used please use the shape provided for download here to ensure the corner angle is consistent.

Rotation and Scale
The shape can be rotated and scaled freely, but the shape itself should be kept in tact.

Color and Layers
Experiment with using a single shape or multiple to create new designs.

Angle design element

Design Elements | Angle Examples

Please note these examples to help guide you in using this design element.

Angle design

Do 

  • layer angles to create interesting designs.
  • when offsetting shapes, only one side should have a large offset.
Angle design

Do not 

leave equal offset between angle shapes

Angle design

Do 

  • use a single angle.
  • use two angles next to each other (overlapping is not necessary).
Angle design

Do not 

  • use two angles that are randomly placed and do
    not create a pleasing layout.
Angle design

Do 

  • rotate at any angle
  • scale to any size
Angle design

Do not 

  • change the shape of the angle
  • use two angles together at different rotations
X8 hero with angles in background

Do 

  • use the angle as an overlay when it adds interest and you need to see the image below
  • mask the angled shape when creating a collage of
  • multiple images
Angle design overlaying image

Do not 

  • over-clutter the design with too many angle shapes
  • make the subject of the graphic hard to see with angle overlays

Design Elements | Best Practice

In lifestyle photography, good composition has just enough detail to convey the concept while providing neutral space for copy and other elements.

Leading Lines 

Use the subject’s posturing and line of sight to imply movement and guide a viewer’s focus toward a particular area of an advertisement. 

Rule of Thirds 

Divided into a 3x3 grid, the subject should be placed at the intersection of those dividing lines, or along one of the lines itself. 

Localization 

Know your audience and use localized and relevant lifestyle photos or ensure a balanced mix of gender and race in images.

 Please note, additional design elements are suggested for specific audience segments. Please see page 82 for more information.

young adults around a table

Design Elements | Photo Tone

Images should be slightly cool with a subtle desaturation.

 Be sure to review the full photography guideline in photography.

Woman sipping coffee

Before 

Woman sipping coffee cool tone

After 

Design Elements | Dark Photo Overlay

At times, a full image helps engage and set the mood of an item. Use the Crucial Dark Blue as an overlay between 80 and 90% opacity to set off text as needed.

Design Elements | Light Photo Overlay

Use the Crucial Light Gray as an overlay between 80 and 90% opacity to set off text as needed.

Design Elements | Charts

Content is often displayed in tables, charts, or lists. Please use these examples as a guideline for how to structure and design around this type of content.  Most of these examples can be found in our templates.

chart
dark blue themed chart