05
Brand use
The Squad22 brand shows up everywhere we work: in the feed, in proposals, on client calls and on the event stage. It adapts to every format and still looks like us.
05 Overview
We created visual elements and copy that say “this is Squad22” and also “there's something here worth reading”.
Large type, a visible grid, turquoise on nocturne, color blocks and the provenance strip. Photocopy-style photos bring real people into the piece.
The next pages show how this works in each format.
05 Website
The squad22.com.br website is the brand's main showcase. It follows the same rules as this guide: Stanzegic for headlines, Montserrat for text, nocturne backgrounds and turquoise highlights.
Each section has a short sentence that works as headline and summary at once. Squad22 has no slogan: the website's sentences do that job.
Every case shows the industry, the client and a concrete result.
05 Post categories
Every post template belongs to one of five categories. The category says what the post is for, and the template says how it looks.
In a week, alternate the categories. Conversion comes after proof and method, and never two in a row.
The notes under each post, on the Social Media page, say when to use each template. The mosaic series, templates 21 to 29, has its own page.
05 Mosaic series
Nine templates, 21 to 29, that work on their own and, posted in sequence, build a mosaic on the profile. The graphic is the door arc from floor plans.
The series is posted from 9 to 1. Instagram shows the newest post first, so the mosaic only comes together in that order.
It takes 9 posts in a row. One outside post in the middle of the series throws off the whole grid.
The series exists only in 4:5.
On the profile, the grid crops about 34 px on each side. Nothing important sits at the edges.
Arcs and bands cross from one post to the next, so the order can't change.
05 Carousel
Every carousel follows the same structure: cover, one idea per page and a closing with a call to action.
The cover carries the statement and the pagination label with the prompt, as in 1/5 swipe. The following pages show only the position: 2/5, 3/5.
The provenance strip goes in the footer of every page, from cover to closing.
The cover with photo and band from the mosaic series also works as a carousel cover, as in the 10/28 educational post and the Scaelife case.
The closing asks for an action: save, share or talk to Squad22.
05 Blue or rose per post
Signal blue and rose never go in the same piece. Each post picks one and uses it from start to finish, with the same weight: in the background, the highlight and the numbers. In a carousel, the choice holds for every page.
Text on rose is always nocturne. White only in large titles, with a 3.3:1 contrast.
On rose, the logo uses the rose variant.
In a blue post, the logo on paper uses the light blue variant: squad in ink and '22 in signal blue (6.3:1).
05 Proposals and documents
The proposal is where the client decides. It has to be clear, well organized and easy to skim.
A cover with a large headline and a process photo. Inner pages with a visible grid, headlines that tell the story on their own and the strip in the footer.
Never put a bare price on the cover. Prices go on the investment page, with context.
05 Video call backgrounds
Even the smallest screen leaves an impression. On client calls, webinars or interviews, the Squad22 background makes the conversation feel like a studio.
The background has to work with a person in front: logo and text stay in the top corners, away from the face.
All backgrounds are 1920 × 1080.
05 Events and presentations
On stage, at a booth or in a presentation, the brand has to read from a distance. Huge type, one sentence per screen and turquoise on nocturne.
Banners and roll-ups use the blueprint grid and large blocks. The sentence comes before the logo.
In slides, the same rule as posts: one idea per slide and the strip in the footer.
next section
Downloads
05 Social media
On social media, the fight is for attention. That's why the post templates use large type, one idea per piece and the provenance strip in the footer.
There are 29 reusable templates in 4:5, on the Social Media page of this file: 20 split into five categories and 9 in the mosaic series. Carousels open with the statement and continue with one idea per page.
Use the full logo as the avatar. The '22 never appears on its own.
The templates use signal blue. A post can swap blue for rose, with the same weight, but never uses both.
Pages 60 to 63 cover the categories, the mosaic series, the carousel and the color rule.
Swipe to see more