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← Selected workTWO / Brand guidelinesBrand · 2024

Overview / TWO

TWO: a brand that makes time tracking simple.

Brand guidelines for TWO, a Brazilian time-clock app for HR teams. I designed the identity and laid out its guidelines: the wordmark and how it is built, twenty colours, the rules for backgrounds, photos and misuse, and the brand at work, from the app icon to the street.

At a glance Bruno Delorence, as Creative Director, designed the brand of TWO (TWO RH), a Brazilian time-tracking app for HR, and its guidelines, version 1.0, June 2024, in six parts: a rounded wordmark whose pink W overlaps the T and the O, its construction and clear space; a palette of twenty colours (four primary: White, Pink, Midnight and Purple; eight secondary; eight greys); rules for neutral and coloured backgrounds, photos and one-colour use; eight don’ts; the photography; and the brand in use, from the app icon in a browser, on a Mac and on an iPhone to social profiles and a LinkedIn cover, the product on a phone and a laptop, business cards, paper and signage. Its promise: “Descomplique seu controle de ponto”, make your time tracking simple.

Explore the chapters
1 wordmark

Three rounded letters; the W alone in pink

Built on a grid
20 colours

4 primary, 8 secondary, 8 greys

In Display P3
8 don’ts

Ways the logo is never used

With rules for backgrounds and photos

From the guidelines, version 1.0, June 2024.

00 / The promise

Descomplique: make it simple.

Time tracking is a chore: clocking in, fixing missed punches, closing the month. TWO promises to take the chore away. Its guidelines, version 1.0 of June 2024, run in six parts, from the brand’s introduction to the brand at work, and open on that promise, in two lines that every other page follows.

Junho 04, 2024

Version 1.0

Brand Guidelines.

© 2024 TWO Inc. All rights reservedIndex Content0.101

Index Content.

  1. 0.0 - Brand Guidelines
    • 0.1 - Cover
    • 0.2 - Index Content
  2. 1.0 - Brand Introduction: see it in the case
    • 1.1 - Brand Introduction
    • 1.2 - Brand Vision
  3. 2.0 - Brand Logo: see it in the case
    • 2.1 - Lockup Logo
    • 2.2 - Construction Logo Mark
    • 2.3 - Construction Horizontal Logo
    • 2.4 - Construction Vertical Logo
    • 2.5 - Clearspace Logo Mark
    • 2.6 - Clearspace Horizontal Logo
    • 2.7 - Clearspace Vertical Logo
  4. 3.0 - Brand Colors: see it in the case
  5. 4.0 - Primary Imagery: see it in the case
    • 4.1 - Primary Imagery
    • 4.2 - Imagery in Use
  6. 5.0 - Applications Icon: see it in the case
  7. 6.0 - Imagery Logo: see it in the case
    • 6.1 - Front Signage
    • 6.2 - T-Shirt / Bag
    • 6.3 - Business Cards | Paper
    • 6.4 - Building | Signage
© 2024 TWO Inc. All rights reservedIndex Content0.202

1.0

Brand Introduction.

See it in the case: The promise
© 2024 TWO Inc. All rights reservedIndex ContentBrand Introduction1.003

2.0

Brand Logo.

See it in the case: The wordmark
© 2024 TWO Inc. All rights reservedIndex ContentBrand Logo2.006

3.0

Brand Colors.

See it in the case: Colour
© 2024 TWO Inc. All rights reservedIndex ContentBrand Colors3.014

4.0

Primary Imagery

See it in the case: Photography
© 2024 TWO Inc. All rights reservedIndex ContentImagery4.022

5.0

Applications Icon.

See it in the case: In the product
© 2024 TWO Inc. All rights reservedIndex ContentApplications Icon5.026

6.0

Imagery Application.

See it in the case: In the world
© 2024 TWO Inc. All rights reservedIndex ContentImagery Logo6.032
Page 1 of 8: Cover.

Brand introduction

Descomplique seu controle de ponto e elimine o retrabalho do seu RH

Make your time tracking simple, and end the rework in your HR.

Brand vision

O app de ponto eletrônico que descomplica o seu RH

The time-clock app that makes your HR simple.

How does a time-clock app look simple before anyone opens it?

The idea

One verb, everywhere.

“Descomplique” opens the guidelines, heads the X profile and the YouTube channel, and fills a billboard: “Descomplique o seu ponto!”.

The tone

Plain words, said once.

The lines speak to the HR team directly, with the problem in their own words: controle de ponto, retrabalho. No jargon, nothing to decode.

01 / The wordmark

Three letters, one in pink.

The logo is a single wordmark: three heavy, rounded letters. The T and the O stay solid; the W carries the brand’s pink, in a gradient, laid over the T and under the O, so the three letters lock together.

In short

  • Round ends and one weight in every letter.
  • The W alone carries the colour, in a pink gradient.
  • Drawn on a grid, with clear space kept around it.

The lockup: three rounded letters of one weight, in white on the brand’s pink.

02 / Colour

Pink first, then twenty colours.

Four primary colours lead: White, Pink, Midnight and Purple. Eight secondary colours, in full and light tones, and eight greys back them up. The file works in Display P3, so on screens that can show it the pink is brighter than its code suggests.

Primary 4

  • White

    #F5F6FCRGB 245 · 246 · 252

    Text AAA

  • Pink

    #DF4170RGB 223 · 65 · 112

    Text AA

  • Midnight

    #14141ARGB 20 · 20 · 26

    Text AAA

  • Purple

    #6232FFRGB 98 · 50 · 255

    Text AA

Secondary 8

  • Cyan

    #2ED0FFRGB 46 · 208 · 255

    Text AAA

  • Yellow

    #F3CE3ARGB 243 · 206 · 58

    Text AAA

  • Orange

    #FF7022RGB 255 · 112 · 34

    Text AA

  • Red

    #E92E4ARGB 233 · 46 · 74

    Text AA

  • Light Cyan

    #D1F5FFRGB 209 · 245 · 255

    Text AAA

  • Light Yellow

    #FFF4CARGB 255 · 244 · 202

    Text AAA

  • Light Orange

    #FFD3BCRGB 255 · 211 · 188

    Text AAA

  • Light Red

    #FFBAC4RGB 255 · 186 · 196

    Text AAA

Grayscale 8

  • Cloud

    #EDEFF7RGB 237 · 239 · 247

    Text AAA

  • Smoke

    #D3D6E0RGB 211 · 214 · 224

    Text AAA

  • Steel

    #BCBFCCRGB 188 · 191 · 204

    Text AAA

  • Space

    #9DA2B3RGB 157 · 162 · 179

    Text AAA

  • Graphite

    #6E7180RGB 110 · 113 · 128

    Text AA Large

  • Arsenic

    #40424DRGB 64 · 66 · 77

    Text AAA

  • Phantom

    #1E1E24RGB 30 · 30 · 36

    Text AAA

  • Black

    #000000RGB 0 · 0 · 0

    Text AAA

Press a colour to copy its HEX. “Aa” is the contrast of the text that reads best on it, Midnight or White.

The lead

Pink and Midnight carry the brand.

Pink fills the logo’s panels, the social banners and the billboard; Midnight sets text and dark backgrounds; White gives them room.

The rest

Full and light tones.

Cyan, Yellow, Orange and Red each come in a full and a light tone, and the greys run in eight steps, from Cloud to Black.

03 / On any background

One logo, three versions.

The logo keeps its pink W on neutral backgrounds: with black letters on light ones, white letters on dark ones. On the brand’s own colours, even on a light grey, and on photos it turns white, all of it, so the W never fights the background.

Light neutral: black letters, pink W.

On photos

White, on a calm part of the picture.

The guidelines set the logo on seven photos: in a corner, or over a plain stretch of coat, desk or street, always clear of faces; some photos are darkened under it.

At any size

From a corner mark to a headline.

The same white wordmark runs from a small mark on a café scene to the largest, top right on a face being scanned: the product itself, clocking in by face.

Lockup Image and LogoLogo on imageAlways whiteOn a calm part of the picture, clear of faces.Dashed: the logo’s clear space, x/2 on every side.Pick a photo to see it large.

04 / The don’ts

Eight ways not to use it.

The guidelines end the logo’s chapter with what never to do to it: no outline, shadow or effect; no skewing, rotating or stretching; no extra colours, no reordered letters, no added elements, no stacked logos.

The logo as drawn

05 / Photography

People at work, at ease.

The photography shows people at work, in warm offices and daylight: smiling, looking at the camera or at their screen. It is where the brand shows who it is for.

People at work, at ease: twelve photos from the guidelines.

06 / In the product

From the browser tab to the home screen.

The app icon is the logo on white, in a rounded square. The guidelines show it where people meet the product: a browser tab, a Mac’s Finder, Dock and notifications, the App Store and an iPhone’s home screen, and the product itself, clocking in by face on a phone and managing time on a laptop.

tworh.com/home

Descomplique seu controle de ponto e elimine o retrabalho do seu RH

Press + in the tab bar to open TWO in a new tab, or click a tab. The favicon is the white wordmark on the pink.

Segunda-feira, 06 maio, 09:39

www.tworh.com.br

Press Marcar o Ponto on the phone: the punch lands on the dashboard.Ready to clock in.

07 / Social

The same voice on every network.

On X, YouTube and LinkedIn the profiles share one pink banner and one line; on Instagram, the bio says it: “Nós somos a TWO, a parceira do DP!” (we are TWO, payroll’s partner). The posts ask the HR team’s own questions: “O que eu ganho com a plataforma?” (what do I get from the platform?).

On a profile

The brand on a person’s page.

The guidelines also carry the brand to a personal LinkedIn profile, mine: a cover in Midnight with the wordmark and “Descomplicando o seu controle de Ponto” over a pink scribble.

The product as the picture

Clocking in, on the cover.

The cover shows the product instead of describing it: the app’s camera finding a face, the date and time, and “Marcar o Ponto”.

Descomplicando o seu controle de Ponto

Bruno Delorence

Creative Director – Working across Product UX
& social content.

Two RH & Talent solutions

LinkedIn · TWO’s cover on Bruno Delorence’s profile.Tap the phone to clock in.

08 / In the world

On the door, the desk and the street.

Off the screen, the brand keeps the same rules: the white wordmark on the pink, the colour logo on white, dark and white business cards, the wordmark printed big on paper, and the promise on a billboard.

Descomplique o seu ponto!
Turn the card with a click, or move over it to tilt it under the light.Front: the line, on Midnight.
Drag the edge to lift the sheet, or move over the paper to tilt it.Sheet 1 of 3: the colour wordmark, printed.

The brand at work

Descomplique o seu ponto.
Make it simple.

From the first line of the guidelines to a billboard, the brand repeats one promise, in one pink letter.

Next project · Oitchau ↗︎

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