3. 3
index
Introduction........................................................................................................................ 04.
Colour Palette....................................................................................................................... 05
Typography.......................................................................................................................... 06
Symbol................................................................................................................................... 07
Logo Construction............................................................................................................ 08
Reduction............................................................................................................................. 10
Application........................................................................................................................... 11
Font......................................................................................................................................... 13
Material Application........................................................................................................ 14
Forbidden Application..................................................................................................... 15
4. 4
introduction DEDUZIR.ME
The company DEDUZIR.ME is an online solution that works with B2C and B2B
to help them with a common problem:
-They want to reduce their tax paying and improve their restitution.
Using a system where you insert your data, it can predict your max reduction
and give the client a list of suggestions of non-profit organizations to donate
part of their taxes. Based on a Brazilian law from the seventies, where
one person or company donate a certain amount of money to non-profit
organizations that amount of money is discounted from their taxes at the end of
year and improve their restitution.
The company slogan is, “Since we’re between the countries with higher taxes in
the world, why not be the country with THE BIGGEST REDUCTION IN THE
WORLD”.
The main brand values are union, trust, justice and protection.
5. 5
colourpaletE
Pantone: 533 c
C= 90 M= 82 Y=45 K=47
R= 34 G= 41 B= 68
HEX #222944
The color picked was Pantone 533 C, a deep tone of blue. Blue is a colour that
shows harmony, stability, loyalty and honesty. Transmitting a sensation of
tranquility. The deep blue also stands for safeness, and ambition.
6. 6
typography The typography used in the logo was a modified version of Bebas Neue, fixing
the kerning between the letters and the curves of the letter U and R to fit the
grid. An additional underline was added under the letters IR since those stand
for Taxes in Portuguese.
7. 7
sYmbol
The symbol used in the logo is a lion head inside of a hexagonal shield. The lion
is an animal that represents justice and loyalty, the shield represents protection
and safety, and the hexagonal shape represents union and harmony. All the
angles in the logo were softened and rounded to achieve a more friendly logo.
8. 8
Logoconstruction The construction of the logo is made of the lion on top with the logotype on the
bottom following those proportions.
X
1/4X
1/12X
9. 9
Logoconstruction
The construction of the horizontal version of the logo featuring the lion on the
left with the logotype at the right following those proportions.
X 11/5X
1/5X
10. 10
Reduction The maximum reduction for the logo should be 30 millimeters tall for the verti-
cal logo and 15 millimeters for the horizontal logo.
30mm
15mm
13. 13
Font
Aa Bb Cc Dd Ee Ff
Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rs Tt
Uu Vv Ww Xx Yy Zz
The font that should be used in combination with the logo and in the brand
products is the LATO family. With Regular being used for body copy and
Bold for titles and Bold italic for emphasis.
15. 15
forbiddenapplications
When applying the logo is completely forbidden to stretch or shrink it; defor-
ming it. It’s also forbidden to change the colour or apply the logo inside of
any shape. Never change the order of the elements of the logo .
