VISUALS
How we look, what we use, and how we bring our brand to life across every touchpoint.
Logo with Tagline
Logo without Tagline
Logo Mark
Primary Typeface
Patron is our most versatile font.
In Black, it is perfect for headlines and statements.
In Light, its a crisp and readable, perfect for body copy.
A world where
ideas become outcomes
Primary Color Palette
MENDIX BLUE
HEX: #146FF4
CMYK: 92,23,0,0
RGB: 20,111,244
PMS: 2194 C
MIDNIGHT
HEX: #0A1324
CMYK: 100,63,16,78
RGB: 10,19,36
PMS: 2965 C
MENDIX DARK BLUE
HEX: #052F6B
TWILIGHT
HEX: #2F3646
MENDIX LIGHT BLUE
HEX: #A7C9FB
DAYLIGHT
HEX: #F7F7F7
Secondary Palette
IGNITE
HEX: #FE601E
CMYK: 0,73,87,0
RGB: 254,96,30
PMS: 172 C
NURTURE
HEX: #00BEBD
CMYK: 76,0,38,0
RGB: 0,190,189
PMS: 3262 C
ENERGIZE
HEX: #C6D92F
CMYK: 25,0,98,0
RGB: 198,217,47
PMS: 381 C
DARK IGNITE
HEX: #842701
DARK NURTURE
HEX: #005756
DARK ENERGIZE
HEX: #565F11
Extended Palette
CAPTIVATE
HEX: #7200E3
DISRUPT
HEX: #FDC63A
ICONOGRAPHY
The Central Design Team created our custom set of icons inspired by monospace IDEs but with a human twist. Mendix icons are used across different brand touch points–from marketing and advertising, to environmental and product. They provide symbolism, conceptual clarity and visual interest in simplistic shapes and forms.
PRODUCT VISUALS
Screenshots of product or exact vector replica. Functionalities are displayed with zero loss. This level of fidelity is used when the details matter, and we need to go beyond the mere suggestion of a functionality.
High Fidelity
Vector illustration of product with trivial detail removed. Enables uncluttered telling of visual narrative. Removing the minutiae allows for succinct storytelling, and eliminates distraction.
Abstract
Crafting sleek examples of end-user applications is an opportunity to exceed the viewer’s expectations of what is possible with the Mendix platform. A little razzle-dazzle can go a long way.
End-user Apps
ILLUSTRATION
Our illustration style has range of expressiveness, tailored to the campaign or medium we are designing for. At the functional end of our illustration spectrum are the most basic shapes and depictions of literal imagery. This might show a mobile phone or simple microflow. Functional illustrations would be suited better for targetting executives and business professionals as it is more formal and technical.
Expression Scale
On the expressive end you might mix in photographic elements and background textures. These illustrations have more going on and are often more figurative in nature. Expressive illustrations are a great pick for a more casual audience like developers, as well as use in social posts.
PHOTOGRAPHY
Our main use of photography is to support customer stories and connect with industry specific audiences. Photography offers a window into the lives of Mendix users and end-users, showing solutions, teamwork and industries. Imagery should reflect a bright and optimistic future of technology and include a diverse range of personas and customers.
Images should be sharp and in focus (wide depth of field). Some exceptions can be made as long as the subject of the image is in focus and unobscured by darkness.
