Primary sparks
Our primary sparks are our most commonly used sparks within our graphic system. They help to add visual joy to every composition and can be layered up to show the full journey.
Sparks
Sparks are an uplifting, flexible, and instantly recognizable element in our brand world. They represent the joy of every moment and, when combined, show the enriching individual journeys each of us take.
Inspired by our symbol, there are a variety of sparks to choose from, including primary and secondary shapes. These can be used on their own, with photography to bring joy to any moment and guide the amazing journeys happening every day with Simply.
Sparks overview
We have a variety of sparks that are inspired by our symbol. These graphic shapes can bring joy to any moment and layer up to show the full journey of an individual.
Spark construction
All our sparks are drawn using an 18x18 grid so that they maintain the DNA of our symbol. Each spark is unique and follows a set of principles to ensure they uphold a consistent language.
Secondary sparks
Our secondary sparks can be used as containers for moments within a journey. These forms are slightly further away from the spark DNA and as a result should be used sparingly within a journey path.
Spark usage
We aim to tell multiple stories through the use of our sparks. To do this we arrange them in a variety of ways so that we can show these moments. We do this in the form of solid and outlined sparks.
Keyline path
Our keyline path is a recessive way to show an individual’s journey whilst maintaining the prevalence of our imagery in layouts. For this we ensure we use a keyline version of our sparks and crop into certain points to highlight the ups and downs of a journey.
Journey path
Sparks can be cascaded to form a journey path. A graphic showing every step of an individual’s journey enriched with joy from our symbol.
Spark as holding shape
Our sparks can also frame photography. We only use the secondary sparks for this usage as they have been crafted to maintain the authenticity of the content they hold.
Photography integration
A mixture of keyline and solid sparks can be layered with an image, creating a sense of depth that highlights certain aspects of an image.
Consistent line weight rules
To maintain visual consistency, we have guidance on the weight that our journey lines should take at different sizes.
Do not use themes or adapt our sparks in any way
Our primary and secondary sparks should not be altered in any thematic way (eg. winter special). It is important to use the original sparks to build brand equity and recognition.
Sparks in animation
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Application
Here are some examples of how our sparks looks across a series of successful brand applications.
Things to avoid
Here are some examples of things to avoid when working with sparks.
Do not position the keyline path in a way that creates a ‘Puppet’ effect
Do not place lines close to the subject that creates a ‘strangling’ effect
Do not use alternative graphics in the journey path
Do not place content within primary sparks
Do not use alternate scaling in a journey path
Do not create a journey path with more than 6 steps or less than 3
Do not use more or less than 2 sparks when creating a depth integration with image
Do not place the same spark type next to each other in a journey path
Do not apply any gradients or effects to the journey line or spark shapes
Do not scale a journey line outside of the bounds defined
Do not create a super heavy journey line
Do not add images inside of the logo spark