Visual identity, guidelines and materials to use.

Philosophy

Slogan

		

"We build mission critical systems for a smart and secure world."

Mission statement

Cybernetica has its roots embedded in the discipline of cybernetics, which Norbert Wiener, one of the originators of the term, defined in 1948 as “the scientific study of control and communication in the animal and the machine.” In other words, cybernetics is the discipline of governance – how to effectively and efficiently govern a certain system or infrastructure, with the use of technology, in our case, more specifically with ICT. We believe that governance should be good, which to us manifests itself in our slogan of “smart and secure”. In new world that we create, we do not compromise – the end state has to be smarter, better for the people that we create it for and is also secure, comfortable and reliable.

Cybernetics is a scientific discipline – this is where we come from and this is what paves our road ahead. For us, the activity of research and development is in our DNA, it helps us to compete on the global market – always scanning the horizons for what is possible, looking beyond current state of affairs, offering our clients state of the art products and solutions. We never want to oppose science and art – art gives us the ideas and flexibility, science helps us to nail down given characteristics to a specific efficiently and elegantly working solution.

We believe in honesty and long-term relationships. We are frank and often tell to our customers what they need instead of what they want – we expect to have a fruitful discussion based upon this, creating the best solution in return. And we never quit or give up when things get complicated – we always follow through. This is how any flourishing, long-term relationship should be built and maintained.

Our key strength is our people – make no mistake – without them, there is no Cybernetica. We aim to inspire our employees to reach new heights in their self-realization. We do everything to keep them inspired – from offering them opportunities to participate in state-of-the-art projects, participating in lifelong learning opportunities, to just providing them an inspiring environment to work in.

We are extremely proud of the decades-long journey that has taken us to where we are today. We have managed to be the main architect of the e-society here in Estonia and have gradually introduced and gained respect for our solutions elsewhere. We are certain that with our values, our people and our technology, we will build a smart and secure world for all.

Brand values

Exploration

We are always seeking for the truth, seeking for a better way to do things, seeking for new domains to conquer. We value free thought.

Impact

Our actions have impact and we seek to empower people through our knowledge – be it by counselling governments, teaching people, providing better research, transforming organisations and nations.

Resilience

We show resilience in hardship and always act with balance and sustainability. We can weather any storm and act as the beacon of guidance.

Safeguarding

We build and protect. We know how to build secure foundations, we know how to protect borders – be it physical borders or those of concepts.

Transformation

We create transformative technologies through knowledge. We transform entire nations and domains.

Brand archetype

Cybernetica core brand archetype is the Sage. This type of brand is often seen as the expert. Other Sages include Harvard University, New York Times, Audi, CNN etc.

These organizations have extremely high standards – both externally and internally. This is visible in all the projects, functions and general culture (very hard to “get in”, high-profile projects, exclusivity). This is similar for CVI and brand language – the copy is rather complex, salesy text and slogans are not tolerated, high expectations are communicated to clients and stakeholders alike. Free thought and freedom of decision is extremely important.

These organisations are often research-intense and tied to information – analysing, distributing, organizing information, “keepers of knowledge”. In marketing, “tricks and gimmicks” are absolutely avoided, simplified visual and verbal language is not used, colours are clear and neutral – dark blue, grey etc.

The strengths of the Sage are discernible quality, the role of the expert, the “one who knows things”, very strong learning abilities, emphasing knowledge, independence. Decisions are made rationally, according to analysis and data. Sages know that the truth is out there somewhere, and the purpose of their work is often the pursuit of it.

The weaknesses of Sages can be dogmatism and “holier than thou” effect – we try to be mindful of that and avoid this type of (subliminal) messaging in copy and visuals, keeping in mind that exclusive does not need to be arrogant or rejective and that the goal is to share knowledge.

Cybernetica supporting brand archetypes are Magician and Creator. Creator is the inventor – the motivation of Creator brands is to create something extraordinary. The danger of the creator is appearing slightly schizophrenic – valuing 100% freedom in the creative process, yet expecting full control over it. The goal of Creator brands is to bring something transformative into the world, to literally change the world.

The Magician is a very rare brand type and is a true aspiration for most technology brands. This type is, well, magical and totally transformative – Nikolaj Tesla, Wright Brothers, da Vinci are all Magician brand types. Modern Tesla is often considered a Magician type as well, with Disney and the Steve Jobs person brand. The motivation of Magician brands is transformation that offers an out-of-this-world experience, sometimes literally (see Starman). These are the only brands that can use spiritual, magical and almost ritual-like components in their marketing communication.

The combined motivation for Cybernetica brand is thus to create transformative technology through knowledge.

Find more information about brand archetypes here.

Brand symbols

The Mountain Range

For us, there is not one peak – there is a mountain range. This is true for our people, for our projects and for our aspirations.

Mountains offer natural borders and protection, and yet urge people towards exploring – towards rising to the summits and achieving impossible feats. We help others summit and take pride in empowering our clients and our colleagues to reach their own heights.

New horizons open at the top – one can see further over a broad landscape. This leads to impact and transformation. The higher you get, the farther you can see – the farther you can go.

Nevertheless, summiting is not a goal in itself, and there is always a higher summit, a new peak to conquer. You can’t climb the same mountain twice. We are mindful of our surrounding environment – we believe in tried and tested solutions, but we know we must tailor our journey to the top according to the current solutions.

The Tree

The digital world tree refers to the idea of bringing together nature and technology, to achieve the best results. Nature is the perfect system.

Trees are old and can live for thousands of years. Trees make up forests, complex ecosystems that transfer information and transform entire landscapes. Forests protect us from storms, help stop erosion and provide oxygen. Trees are facilitators between two worlds. Through long and deep roots, invisible to the naked eye, trees rise high, up to the very top.

Colours

The colour graph refers to the relative weight of colours in any image, with white being the main colour, red the accent colour (with burgundy red added for depth) and black for detailing. For Designer: Grey-red or white-red gradients are forbidden (muddled pink), ranges of grey are allowed to give depth to image (refer to visual examples). The range of reds can be extended in rendered images, retaining the balance of the tonal palette.


PMS Pro. Black C

PMS Pro. Black U

CMYK0,0,0,100

RGB0,0,0

HEX#000000

PMS 485 C

PMS 485 U

CMYK0,96,100,0

RGB255,20,20

HEX#ff1414

PMS 187 C

PMS 200 U

CMYK8,100,79,28

RGB137,12,39

HEX#890c27

PMS Cool Gray 9 C

PMS Cool Gray 10 U

CMYK30,23,17,58

RGB98,98,98

HEX#626262

PMS Cool Gray 7 C

PMS Cool Gray 7 U

CMYK20,15,11,40

RGB152,152,152

HEX#989898

PMS Cool Gray 3 C

PMS Cool Gray 2 U

CMYK8,5,6,16

RGB223,223,223

HEX#dfdfdf

Typography

The official font family for marketing materials is the Computer Modern family. The order of the fonts refers to the relevance, with CMU Serif Roman the most used to PF Handbook Pro Light the least used.

Serif Font is used in marketing materials. Use it for documents, print, giving accent, research articles & presentations, representing formulas etc.

Sans Serif font is used for screen, digital swathes of text, ease-of-use contexts. Alternative body font is Arial.

Design Accent is to be used by designer/marketing only to preserve continuity in marketing materials as an accent font.


Headlines

Serif Font (documents, print, accent, formulas, articles)


CMU Serif Roman

Aa


Alternative headlines

PF Handbook Pro Light


Body

CMU Sans Medium

CMU Sans Bold

CMU Sans Oblique

CMU Sans Bold Oblique

Aa


Alternative body

Arial Light / light italic

Arial Regular / regular italic

Arial Bold / bold italic

Aa

Graphics

Radar

Our radar is a cryptogram. Use the radar building tool to build a personalised radar in SVG or PNG format. Starting from the middle, each line of the radar leads to a letter, which combine into a message.

Templates

Business cards

Brand Carriers

Brand Carriers
Brand Carriers
Brand Carriers
Brand Carriers

Manuals

UXP Visual Concept