Our proposition

We specialise in amplifying demand for businesses around the world

We are Crowd, an award-winning, independent, global creative agency.

Formed in 2012, Crowd has people worldwide, servicing the most important business hubs globally. Crowd works with some of the world’s most innovative and forward-thinking governments, independent businesses and multinational enterprises.

As a global agency we’re constantly reminded of how the world is dealing with the results of climate change and consumerism. Although we pride ourselves in amplifying demand for our clients we strive to do it in a sustainable way.

Our team works together across markets to develop and deliver practical and successful marketing solutions. We look at business challenges and offer joined-up creative thinking that delivers. Crowd consists of an international team based around the world in key markets, from the US to Australia and China.

Our extended network offers an unparalleled resource of marketing industry expertise, allowing us to deliver exceptional service and campaigns that exceed expectations. Our awards and, more importantly, our long term client partnerships clearly demonstrate the strength of our performance.

These guidelines will provide information and inspiration so we can best represent ourselves.

Our megaphone

The megaphone is our secondary logo, a form of visual shorthand,  it has obvious use for profile images and avatars, the glyph can be used throughout a piece of communication as long as the full logo appears at least once.

The megaphone is taken directly from the core logo and should be given the same considerations such as colourways and clear space.

Logo Usage

To keep our logo looking crisp, here are a few simple rules for it’s use

  • Do

    Always use the full colour logo on a white background, Use the Crowd logo in white over coloured backgrounds

    Don't

    Never alter the colours of the Crowd logo

  • Do

    Always leave enough clear space around the logo

    Don't

    Never distort or rotate the Crowd logo in any way

  • Do

    Always use the Crowd logo in white over non competitive backgrounds

    Don't

    Never use our logo on a background that would harm the clarity

  • Do

    Always use the logo in it's entirety so it is all clearly visible

    Don't

    Never crop or allow a portion of the logo to "bleed" off the page or screen

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Our colour palette

Our colour palette reflects our bold personality with clearly contrasting colours

The core palette comprises of our signature Orange and highly legible Black, with shades of Grey.

While our secondary palette – only for use in internal presentations – adds vibrant Green, Blue and Yellow to really bring data to life

Core Palette

Orange

HEX #fe5c01
RGB 254,92,1
CMYK 0,74,94,0
Pantone Orange 021

Black

HEX #000000
RGB 0,0,0
CMYK 0,0,0,100
Pantone Black 6C

Charcoal

HEX #313131
RGB 49,49,49
CMYK 0, 0, 0, 80
Pantone Black 6C 80%

Mist

HEX #EDF3F3
RGB 237,243,243
CMYK 9,2,5,0
Pantone Pantone 7541C

White

HEX #ffffff
RGB 255,255,255
CMYK 0,0,0,0

Secondary Colours

Green

HEX #00e300
RGB 0,227,0
CMYK 100,0,100,11

Blue

HEX #00d2e2
RGB 0,210,226
CMYK 100,7,0,11

Yellow

HEX #fcd100
RGB 252,209,0
CMYK 0,17,100,1

NB Our secondary palette of colours should only be used for internal comms, Crowd Talent and presentations – Including but not limited to; Audit and report documents, pitch and proposal documents, internal infographics and presentations, all documents and branded pieces relating to Crowd Talent.

Our brand colours in use

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Our typefaces

The typefaces we use reflect our bold personality and clear communicative approach

We selected them on the basis that they are highly legible, balanced, complement each other and render effectively over all platforms and media.

GOTHAM

We use Gotham as our main typeface – It’s clean and crisp, versatile, honest and easy on the eye – just like us. We mainly use the four weights shown above.

We allow Gotham room to breathe, a decent amount of tracking and leading makes our text legible, easy on the eye and aids comprehension. It also helps create a sense of balance and harmony in our designs.

FALLBACK TYPEFACES

It’s not ideal, but sometimes we have to produce material on platforms that don’t support our preferred typefaces. Platforms such as Microsoft Office and Google Suite are quite restrictive with font use and embedding but we still need to look as good as we can.

In this case we use Montserrat which is available by default on almost all platforms and operating systems.

These options should be considered ONLY where our preferred fonts are not practicable.

LANGUAGE TYPEFACES

In instances where the text is in a different language, we use the font Noto Sans. This has been developed by Google and aims to support all languages with a harmonious look and feel.

If we need a new Noto Sans font family for a new language, please go to this site and search for the new language required: Google Noto Typeface

  • English

  • Chinese

  • Arabic

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Icons

We use a variety of icons to indicate our service offering as well as for signposting and interface elements. Our icons are low complexity but still stylish. Designed according to a proportional circular grid and using a rounded, single-width line, our icons appear consistent, balanced and well-proportioned.

Photography

We use photography from many varied sources but we are selective in our choices and so that all our photographic imagery appears consistent. We avoid clichéd ‘stock’ photography in favour of authentic scenes, alternative or interesting perspectives, and captured moments.

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Tone of Voice

We are proudly global and independent and the language we use should reflect this

When we talk and write we focus on the benefit to our clients, the results we achieve and our global culture. When we do talk about ourselves, we use inclusive language  – ‘We’, ‘Us’ , ‘The Team’ – Aim to keep things as simple and straight forward as possible, and avoid unnecessary jargon or slang.

We are bold, positive, and clear, and we aim to make a world of difference.

Crowd should always be called 'Crowd'

Even though our URL is ‘thisiscrowd.com’, when we talk or write about the company we are always ‘Crowd’ – never ‘This is Crowd’, ‘Crowd Ltd.’ or even ‘This is Crowd Ltd.’

OUR ELEVATOR PITCH

 

We’ve developed an elevator pitch, a short statement which we can use to put across who we are and what we do, which can help when we talk or write about Crowd.

We are Crowd, an award-winning, global creative agency that specialises in environmentally sustainable product and service promotions. We offer joined-up creative thinking and deliver cutting-edge campaigns that amplify demand and engagement.

Our Values

We are a global collective of talented people working together towards common goals. To reflect and support our aims, we’ve established a set of values to guide us:

Be passionate about quality – Create award winning work

Take responsibility – Be accountable for our work

Think sustainably – Always aim to lessen our negative impact on the world

Cooperate and collaborate – Communication is key

Respect each other – We are a global team

Work towards your personal goals everyday

Represent – Be a Crowd ambassador

Challenge yourself and your team – Get outside of your comfort zone and learn

Work smart – Help yourself and others to be productive

Be commercially mindedEveryone benefits when we hit our commercial goals

Be positive and contribute – We all have valuable ideas, experiences and expertise

…and have fun! 🙂

 

The Brand in Use

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Download our Brand Assets

You can download our approved brand assets in various formats below.

These can be used in conjunction with the guidance given to produce branded materials and communications for Crowd.

If you have any questions or additional requirements, please contact lee@thisiscrowd.com