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Brand Portal

Wire's
Brand Identity

Wire’s Vision is to pioneer the secure digital exchange of ideas and information, ensuring trust and seamless connectivity
for businesses and individuals worldwide.

Wire’s Mission is to help customers protect what matters by driving open innovation and 
providing the most secure and easy-to-use collaboration platform.

Wire's Image

Wire is simple and precise,
experienced, smart and approachable.

Tone of Voice

Wire’s messaging is contemporary and to the point, easy to understand and inviting.

Brand Identity

Design Elements

Logo

The Wire logo features custom lettering designed collaboratively by Wire Design and illustrator Mads Burcharth. It spells out the name "Wire" and consistently represents the brand.

Typically, the logo is displayed in its entirety, featuring the full name. However, when space is constrained, it can be used in a condensed form as a symbol, highlighting the distinctive W.

-> Download logo package

Logo with safe space on white

Full logo on white

Logo with safe on black

Full logo on black

Short logo on white

Symbol on white

Short logo on black

Symbol on black

The Wave

The wave is the central design element of Wire's brand. It originates from a stylized audio waveform that symbolizes a human voice, embodying the limitless potential for seamless communication through Wire. It conveys themes of connectivity, movement, and energy.

As the visual foundation of Wire's brand identity, the wave sets Wire apart and complements the logo effectively.

The wave is featured across all of Wire's marketing collaterals, including presentations, websites, print products, and social media channels.

-> Download wave assets

Achieve:

  • Start with the base wave element and find an interesting section that works in the context of the format and medium you are designing for.
  • Aim for a similar composition and impression as depicted in the screens below.
  • Convey the general sense of activity, movement and energy.
  • Adjust the stroke width, positions and amplitude of each line to create a harmonious impression within the composition's context.
  • If necessary, images can be positioned over the wave element. Harmonize the movement of the waves in the background with the image in the foreground to create a balanced look.

Avoid:

  • Avoid magnifying individual lines excessively
  • Avoid creating the impression of single curves instead of waves
  • Do not use different colors
  • Do not place text on the wave elements
  • Do not use on backgrounds other than black

Base element

waves base

Formats & compositions

waves landscape 03
waves landscape 05
waves landscape 04
waves portrait 02
waves portrait 01

Color Palette

Wire's primary brand color is blue. Five secondary colors are available to introduce a playful element.

To ensure optimal contrast ratios and improve readability on various backgrounds, Wire uses distinct sets of colors for dark and light backgrounds.

On light background

colors on light
Color  RGB C/M/Y/K Text
Light Blue #0667C8 100/30/0/0 White
Light Purple #8944AB 50/100/0/20 White
Light Green #1D7833 100/30/100/0 White
Light Amber #A25915 20/60/100/20 White
Light Red #C20013 5/100/90/10 White
Light Petrol #01718E 90/50/30/0 White

 

On dark background

colors on dark
Color  RGB CMYK Text 
Dark Blue #54A6FF 80/10/0/0 Black
Dark Purple #DA8FFF 10/90/10/0 Black
Dark Green #30DB5B 70/0/100/0 Black
Dark Amber #FFD426 0/10/100/0 Black
Dark Red #FF7770 0/100/60/0 Black
Dark Petrol #5DE6FF 100/0/50/0 Black

Typography

Wire utilizes the font "Inter" as its brand typeface. It conveys an inviting and approachable feel and is highly focused on readability.

You can download the font for free, with the option to install it as an additional font in Google Slides (learn more).

If "Inter" is unavailable, you can consider Roboto, Helvetica, or a sans-serif system font as a fallback.

-> Get Inter

Achieve:

  • Aim for a contrast level of at least AA
  • Use strong color contrast levels (black font on white backgrounds, white font on dark backgrounds)

Avoid:

  • Avoid all capital letters
  • Avoid rotated texts

Inter

inter typewall
Usage Weight 
Body text Regular (400)
Headlines, Sublines Semi Bold (600)
Emphasis in body text Bold (700)
 Emphasis in headlines Extra Bold (800)

Pictures

Wire's image language aligns with its overall tone of voice.

-> Picture repository

Achieve:

  • Highlight people interacting with Wire in everyday environments
  • Convey a friendly and approachable vibe
  • Employ a warm and inviting color palette
  • Feature faces when possible
  • Opt for a square format with rounded corners if the layout allows it

Avoid:

  • Avoid overused corporate clichés (e.g., all grey tones, stern older men in suits, mirrored skyscrapers)
  • Avoid an unrealistic, glossy AI look
  • Avoid fotomontages. If a subject is too intricate for a picture, consider using an illustration instead.
business hero
enterprise hero
vulnerability report hero

Illustrations

The illustration style of Wire complements its general tone of voice.

-> Illustration repository

Achieve:

  • Use illustrations to communicate complex aspects that are challenging to capture through photographs
  • Incorporate stylized aspects of the Wire UI when suitable
  • Aim for a simple and fun look and feel

Avoid:

  • Avoid confusing, overcomplicated illustrations
work anywhere
encryption for everyone
emergency colaboration

Product Shots

Images of the Wire App showcase specific features and details of the Wire application.

-> Product shots repository

Achieve:

  • Display a section of the Wire App relevant to the context.
  • Coordinate with the Wire product design team if there is need for specific product shots.
  • Utilize device-neutral frames (available in the product shot repository)

Avoid:

  • Refrain from displaying particular device frames unless absolutely necessary.
product shot mobile and desktop 01
product shot ios 01

Iconography

The icons in this set are custom made and designed to align with Wire's overall clear and inviting messaging.

-> Icon repository

icons 01
icons 02
Have questions?

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