POLISH BRAND GUIDELINES ======================= https://polish.nz/brand Last updated: May 2025 OVERVIEW -------- POLISH is a modern leadership and growth brand focused on helping people and businesses navigate change with clarity, confidence and humanity. Our brand should always feel: Calm — No urgency, no pressure. The brand moves slowly and with intention. Human — People are always at the centre. Language and design reflect genuine connection. Intelligent — Strategic depth without complexity. Smart but never clever for its own sake. Modern — Future-ready without being futuristic. Timeless rather than trend-led. Premium — Refined, spacious and considered. Every element earns its place. Purposeful — Everything has intent. Design, language and experience serve a clear purpose. LOGO FILES ---------- All logo files are publicly available as PNG images at the URLs below. You can fetch, view, or download any of these directly. Reversed logos (white on dark — use on dark/black backgrounds): Landscape https://polish.nz/logos/polish-logo-landscape-REV.png Landscape with tagline https://polish.nz/logos/polish-logo-landscape-with-line-REV.png Portrait https://polish.nz/logos/polish-logo-portrait-REV.png Portrait with tagline https://polish.nz/logos/polish-logo-portrait-with-line-REV.png Standard logos (dark on light — use on white/light backgrounds): Landscape https://polish.nz/logos/polish-logo-landscape.png Landscape with tagline https://polish.nz/logos/polish-logo-landscape-with-line.png Portrait https://polish.nz/logos/polish-logo-portrait.png Portrait square https://polish.nz/logos/polish-logo-portrait-square.png Brand elements: P-mark (icon/favicon) https://polish.nz/logos/polish-p-mark.png Tagline only https://polish.nz/logos/polish-tagline.png Logo rules: DO: - Maintain logo proportions at all times - Leave clear space around the logo (minimum half the logo height on all sides) - Use supplied logo assets only DON'T: - Stretch or distort the logo - Change colours within the logo - Add shadows, outlines, or effects - Place on cluttered or busy backgrounds COLOUR PALETTE -------------- Primary colours: Midnight Black #000000 Primary background Soft White #F5F5F5 Primary typography Rose Accent #E58F99 Accent and highlight Secondary colour: Slate Grey #4B5966 Secondary text and support Colour usage principles: - Midnight Black is the dominant background across all digital surfaces - Soft White is used for body text and headings on dark backgrounds - Rose Accent (#E58F99) is used sparingly for emphasis — CTAs, highlights, key phrases - Slate Grey supports secondary and tertiary information TYPOGRAPHY ---------- Logo font: Comfortaa — The POLISH logo uses a rounded geometric sans-serif style. Do not substitute within the logo itself. Brand fonts: Manrope — Primary brand font (headings, body, UI) Inter — Secondary option Poppins — Secondary option Typography should feel clean, spacious, modern and minimal. Type scale: Display (5xl / semibold) — "Build the human capability behind better business performance." Heading 1 (4xl / semibold) — "Leadership Development" Heading 2 (3xl / medium) — "Two Decades of Experience" Heading 3 (xl / medium) — "Leading Through AI-Driven Change" Body large (xl / normal) — General long-form text Body (base / normal) — Supporting and paragraph text Label (sm / medium) — "STRATEGY · PASSION · GROWTH" — uppercase, tracked VISUAL STYLE ------------ The POLISH visual identity is inspired by human connection, nature, calm movement, reflection, and leadership and growth. Preferred imagery: - Natural environments - Ocean and landscape textures (New Zealand coastline, native forest) - Authentic human interaction - Cinematic lighting with moody, dark tones - Thoughtful, unhurried moments Avoid: - Generic corporate stock imagery - Bright tech visuals (circuit boards, neon, abstract data visuals) - Overly busy or cluttered layouts DIGITAL EXPERIENCE ------------------ The website and digital experience should feel minimal, cinematic, calm, refined and human-centred. Key digital design principles: - Large typography - Dark backgrounds (Midnight Black dominant) - Generous whitespace - Subtle motion and transitions - Full-screen hero with looping video background (NZ landscape) TONE OF VOICE ------------- POLISH communicates with: - Clarity - Confidence - Empathy - Calm authority Avoid: - Corporate jargon - Hype-driven language - Fear-based messaging - Urgent or pressure-led copy Writing style: - Sentences are complete but never laboured - Active voice preferred - Use "organisations" not "companies" when speaking to NZ audiences - First person plural ("we", "our") for the brand - Address the reader directly as "you" and "your team" TAGLINE ------- strategy · passion · growth The tagline is set in uppercase, with interpunct separators and tracked spacing. It appears in Rose Accent (#E58F99) on dark backgrounds. ZOOM / VIRTUAL BACKGROUNDS --------------------------- Four branded virtual backgrounds are available as PNG files (1920 × 1080). You can fetch, view, or download any of these directly at the URLs below. NZ Coastal https://polish.nz/zoom-backgrounds/polish-zoom-nz-coastal.png Black sand beach, calm and distinctly New Zealand. Boardroom https://polish.nz/zoom-backgrounds/polish-zoom-boardroom.png Refined interior, professional and executive. Blush Minimal https://polish.nz/zoom-backgrounds/polish-zoom-blush-minimal.png Abstract brand colour wash, versatile for any meeting context. Office Warmth https://polish.nz/zoom-backgrounds/polish-zoom-office-warmth.png Warm natural workspace, human and approachable. To use in Zoom: Settings → Background & Effects → Virtual Background → add image. --- For questions about brand usage, contact hello@polish.nz Full brand guide with visual examples: https://polish.nz/brand Plain-text guidelines (this file): https://polish.nz/brand-guidelines.txt