Tone of voice

All communication should be friendly, positive and transparent, but still professional. The goal is to listen to the audience and provide value with everything the company puts out.

Create empowering content. Educate the community. Help them grow with us. Provide useful feedback to clients, employees and the community alike.

Typography

The typeface a company uses is a direct reflection of who they are. It speaks to taste and resolve, and is the very essense of its brand.

Gilroy

Gilroy is Ewasoft's primary typeface.

Gilroy is a modern sans serif with a geometric touch. An older brother of the original Qanelas font family. It comes in 20 weights, 10 uprights and its matching italics.

Ewasoft uses Gilroy in all its internal and external documentation, social media and and PR content.

Roboto

Roboto is Ewasoft’s secondary typeface.

Roboto has a mechanical skeleton and the forms are largely geometric.

While some grotesks distort their letterforms to force a rigid rhythm, Roboto doesn’t compromise, allowing letters to be settled into their natural width.

Montserrat

Montserrat is Ewasoft’s secondary typeface.

The old posters and signs in the traditional Montserrat neighborhood of Buenos Aires inspired Julieta Ulanovsky to design this typeface and rescue the beauty of urban typography that emerged in the first half of the twentieth century.

Ewasoft uses Montserrat primaraly in its documentation and presentations as a header font.

Open Sans

Open Sans is an approved alternative typeface.

In the case that the primary and secondary typeface cannot be used (i.e. the employees who aren’t members of the design team may not have these fonts installed at all times) an alternative is made available.

Open Sans can be used in emails, quick draft documenation, GSuite files etc.

Other Google Fonts are acceptable when it comes to company presentations.

Example of type use

Ewa has no rules to speak of when it comes to header or body text size or spacing.

We encourage you to go by heart and feeling while keeping up with the best practices regarding typography usage. Feel free to try out new trends, but follow the brands classic, minimalist style.

About us

We are your one stop digital partner

We help you to jointly create and implement your digital vision. What is more, ewasoft is your reliable partner for any custom software, eCommerce solution or simply to meet a deadline on short notice. In a nutshell, best practices from leading companies and visionaries across the globe are provided by us.

Ewasoft helps companies to reach the next level and to connect with their customers and employees on the digital front. New technological solutions offer the possibility to create value and streamline processes, whilst enhancing the customer retention rate.

Color

The company’s primary color is Ewa Red. As seen in the example of the company logo, the color should be used sparingly in official company documentation and print materials. This rule does not apply when it comes to visuals created for the company’s social media platforms. All levels of the colors opacity are acceptable to use in all cases.

The Company’s secondary color is Ewa Black. As gray opacity percentages of a black color can sometimes be flat, adding more color to the shades is encouraged. In print Ewa Black should be switched out for Rich Black.

Ewasoft’s brand must never use gradients in any design.

EWA RED

D32128

R211 G33 B44

C20 M100 Y100 K5

D7373E90%

DE595E75%

E57A7E60%

F2BCBF30%

FBE9E910%

EWA BLACK

010D0E

R1 G13 B14

Exclusively for web

031D1F

0E3338

AFBCBD

DBE6E7

EEF5F5

RICH BLACK

000

Exclusively for web

WHITE

FFFFFF

R255 G255 B255

C0 M0 Y0 K0

Secondary

Secondary colors are exclusively reserved for Ewasoft’s online media presence.

Currently largely underutilized, these color are here to support the brand’s varius future subinterests. They can be used as supporting colors, as a means of color coding different aspects of the brands online presence.

For example, one color may be devoted to the brand’s educational posts, announcements etc. In such cases, adding colors, or using different opacity levels of the colors represented here is encouraged if needed to enhance the design of a post.

FF1B3F

4072EE

B7B3A8

FEC400

ERP and POS colors

The company’s main products, namely its ERP and POS systems are represented by their own logos. Ones born out of the Ewasoft mother logo.

Along with said logos, the brands are represented with their own color palette, separate from, but related to the primary Ewasoft colors.

EWA GRAY

AFBCBD

R175 G188 B189

Exclusively for web

WHITE

FFFFFF

R255 G255 B255

C0 M0 Y0 K0

PRINT GRAY

B8BBBC

C35 M25 Y25 K0

Exclusively for print

EWA BLUE

0B4A66

R11 G74 B102

C95 M60 Y40 K30

EWA BLACK

010D0E

R1 G13 B14

Exclusively for web

RICH BLACK

000

C3 M30 Y30 K100

Exclusively for print

F Webshop colors

Much like ERP and POS, F-webshop has its on logo and color palette, however its more independent from the Ewa brand.

The colors are similar, the primary color being red accented by gray tones. Where F-webshop differs is that it also has a secondary blue color used in its documentation to help bring out the primary red more.

LIGHT GRAY

4D4D4E

R77 G77 B78

C0 M0 Y70 K80

DARK GRAY

312F30

C0 M0 Y0 K95

F WEBSHOP RED

E74E4D

R231 G78 B77

C3 M85 Y70 K0

F WEBSHOP BLUE

69A5D6

R105 G165 B214

C58 M23 Y0 K0

Logo

Ewasoft represents the essence of quality software topped off with good design.

In every situation our logo represents our professional accomplishments and everything we stand for as a company.

In its primary state, the logo is a black and red wordmark on a white background. Given that its a dual color logo, several versions were created to help it adapt in various situations.

As a rule of thumb however, the logo must be put on a simple, single-color background which does not compromise its visibility and legibility.

Clear space

Clear space is the area that is required around the outside of the logo. It must be kept free of other graphic elements such as headlines, text, images and the outside edge of materials.

The minimum required clear space for the logo is defined by the measurement “x” . This measurement is equal to the height of the wordmark’s letter e.

Logo application

The logo should, whenever possible, be used on a simple or single color background in the version which gives the biggest contrast. This is meant to ensure the best visibility of the logo.

original

Ewa black & ewa red

monochrome

White

white for dark backgrounds

White

print original

Rich black & Ewa red

white for red backgrounds

White

print monochrome

Rich black

Logo variation

Ewasoft’s W can be used as a variation of the full wordmark logo. The lettermark can be used as a standalone logo or a graphic detail.

When used as a graphic detail, the lettermark can be used in any approved ewasoft color or different blending modes.

original

Ewa black & ewa red

monochrome

White

white for dark backgrounds

White

print original

Rich black & Ewa red

white for red backgrounds

White

print monochrome

Rich black

ERP and POS

Ewasoft’s brands have their own logos, ones derived from the ewasoft brand. These logos also come with a variation which can be used as an icon or whenever it would fit the design better than a full wordmark.

The colors used in these logos are the Ewa brand colors. Ewa black and Ewa gray are used in web and rich black and print gray for printing purposes.

F Webshop

F-webshop’s original logo consists of the logomark and wordmark in E webshop Red and Light Gray. When used on a dark background the Gray should be swapped out with white. Make sure to remember that the version of the logo for a red background uses Dark Gray and white instead of Light Gray.

Unlike Ewasoft, F webshop doesnt have a monochrome version.

Proper use

It is important to protect the integrity of the brand.

This means that the logo must always be used in the proper, approved way. Any modification of the logo that confuses it’s meaning and diminishes it’s impact, is not allowed.

As shown in these examples, the logo must never be skewed or flattened, given a drop shadow, changed to an unapproved color (even from the ewasoft color palette), or put on a background which will impair its legibility.

Never redraw, translate or otherwise alter the logo in any way.

ewasoft team picture with impaired legibility

Imagery

The key is to keep with the minimalistic style of the brand. Ewasofts brand is open to different types of imagery. You’re free to use images, illustrations, 3D renders and graphics. There are, however, best practices regarding when to use which type of imagery.

Photography

Ewa’s favored photography type is work and lifestyle photography. We strive to present a day in the life of Ewasoft. To show our culture and values. The photos should feel real and candid.

When using portraits, images of our employees should be used. All images should be clean and high quality.

businessman advisor two business people talking

Illustration

Illustrations are most commonly used in job postings. No style of illustration is specified as such, but depiction of people in a work environment is what should shown. Non-work-related illustrations can be used in social media.

Familiar free illustration sources are mentioned on the resource page.

3D Renders

3D have so far only been used as artwork for Ewa’s website.

These renders have a simple and minimalist design, using Ewasoft’s color palette to depict all our technical ventures and products.

Graphic elements

Graphic elements that are most often used in Ewa’s social media visuals are most commonly simple line illustrations. They follow the style of the icons used by the Ewasoft website. Line stroke thickness should be paid close attention to.

In an instagram post which is 1080 by 1080 px, the stroke of the graphic should be 7pt. this size should be scaled with different style graphics.

Icons

Ewasoft uses simple, minimalistic outline icons. The stroke should be thin, using Ewa Black as a default state. The active state may either be red or remain black with a dropshadow acting as a highlighter for the icon.

Icons may also come in Ewa Red or white on different backgrounds.

Outlined

Duotone

Socials

Ewa’s socials should bring value to the community. The posts should educate our followers in any number of fields our people have expertise in.

Ewasoft is here to support, answer questions, and keep the community updated on our latest achievements.

Presentations

Ewasoft’s presentations are simple and clean. They let the information speak for itself. Make sure to respect Ewa’s chosen typeface and colors.

Make sure to use up to two typefaces per presentation, one for headers and another for body text. A white background is a must (except on the title slide), with Ewa’s Black and Red used in text and graphic elements.

Any and all graphic elements are allowed in presentations, however, make sure to stick to one style in order to avoid making the presentation look too busy and mismatched.

Print materials

Ewasoft has a number of print materials to be used for promotion and employee use. These include business cards, notebooks, cups, shirts, stationary, envelopes, folders etc.

Documents

Ewa has set templates for all offers, contracts, questionnaires and such.

There are two types of templates, the vertical and horisontal. The vertical has a light and dark version, where the dark version is favored in most documentation. The horisontal only has a light version.

The documentation uses Ewa Red sparingly, and Ewa Black in the documentation sent via the web. This is substituted by Rich Black in print. The fonts used are the approved ones mentioned in the Typography section.