Ask For Tax Free

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Color

Guidelines · Color reference and usage guidance.

/brand-identity#colors
Typography

Guidelines · Typography reference and usage guidance.

/brand-identity#typography
Tone of Voice

Strategy · Clear beats clever.

/#tone-of-voice
Reels

Reels · Fast. Clear. Human.

/brand-in-action#reels
Video Environment / Filming Set

Video Environment / Filming Set · The background is part of the brand.

/brand-in-action#video-set
Downloads

Downloads · Find the latest approved logos, templates, guidelines and production assets in one place.

/downloads
↑ ↓ Navigate · Enter Open · Esc CloseQuick access
Brand Identity / background videoExpected file:
identity-hero-video.mp4Asset to be added

Brand Identity

A system built to be recognized.

The Ask For Tax Free identity combines clarity and trust with a more human, expressive side inspired by travel, discovery and Romania.

Structured when it needs to explain. Expressive when it gets to tell a story.

02Logo variations

One brand. Different contexts.

Primary Vertical logoExpected file:
identity-primary-logo.svgAsset to be added

Primary Vertical

Use for general brand communication whenever space allows.

Asset coming soon

Horizontal logoExpected file:
identity-logo-horizontal.svgAsset to be added

Horizontal

For wide spaces and horizontal layouts.

Asset coming soon

Combined lockup logoExpected file:
identity-logo-combined.svgAsset to be added

Combined lockup

The combined Ask For Tax Free signature.

Asset coming soon

Tax Free Mark logoExpected file:
identity-logo-tax-free-mark.svgAsset to be added

Tax Free Mark

Use where brand recognition already exists.

Asset coming soon

Compact / Icon logoExpected file:
identity-logo-icon.svgAsset to be added

Compact / Icon

For small digital applications.

Asset coming soon

Reversed / White logoExpected file:
identity-logo-reversed.svgAsset to be added

Reversed / White

For dark or brand-colored backgrounds.

Asset coming soon

The Store Square logoExpected file:
identity-logo-store-square.svgAsset to be added

The Store Square

Use the Store Square logo for physical retail locations where a clear, standardized in-store presence is required. It is designed specifically for 20 × 20 cm square applications, such as window stickers, doors, counters, or other customer-facing surfaces.

Asset coming soon

03Clear space & size

Give it room.

Keep the logo visually separated from surrounding text, imagery and graphic elements.

Logo clear space diagramExpected file:
identity-logo-clear-space.svgAsset to be added
Clear space unit
To be defined
Minimum digital size
To be defined
Minimum print size
To be defined

Logo backgrounds

Choose the logo artwork prepared for the background. Each preview will use its corresponding approved variant when supplied.

Logo on pure whiteExpected file:
identity-primary-logo.svgAsset to be added
Pure white
Logo on warm off-whiteExpected file:
identity-primary-logo.svgAsset to be added
Warm off-white
Logo on primary magentaExpected file:
identity-logo-brand.svgAsset to be added
Primary magenta
Logo on purpleExpected file:
identity-logo-reversed.svgAsset to be added
Purple
Photographic backgroundExpected file:
identity-logo-background-photo.jpgAsset to be added

Do

  • Simple areas and high contrast
  • Enough visual breathing room

Don’t

  • Busy areas or low contrast
  • Important visual details behind the logo

Please don’t.

Do not stretchExpected file:
identity-logo-incorrect-stretch.svgAsset to be added
Do not rotateExpected file:
identity-logo-incorrect-rotate.svgAsset to be added
Do not recolor arbitrarilyExpected file:
identity-logo-incorrect-recolor.svgAsset to be added
Do not change proportionsExpected file:
identity-logo-incorrect-proportions.svgAsset to be added
Do not add shadowsExpected file:
identity-logo-incorrect-shadows.svgAsset to be added
Do not add outlinesExpected file:
identity-logo-incorrect-outlines.svgAsset to be added
Do not rearrange logo elementsExpected file:
identity-logo-incorrect-rearrange.svgAsset to be added
Do not use low-contrast backgroundsExpected file:
identity-logo-incorrect-low-contrast.svgAsset to be added

04Color

The palette.

Select a swatch to copy its HEX value.

Primary

Ask For Tax Free Magenta

HEX
#960051
RGB
150, 0, 81
CMYK
0, 100, 46, 41
Pantone
676 C

Main accent, logo color, active states, emphasis and selected large brand surfaces.

Neutral

Pure White

HEX
#FFFFFF

Clean space, contrast and clarity.

Neutral

Cloud Dancer

HEX
#F0EEE9
RGB
240, 238, 233
CMYK
0, 2, 2, 16
Pantone
Cloud Dancer 11-4201 TCX

Warm editorial backgrounds; a softer alternative to pure white.

Support

Purple

HEX
#483698
RGB
72, 54, 152
CMYK
53, 64, 0, 40
Pantone
2104 C

Secondary expression, illustration, patterns and selected highlights.

Support

Orange

HEX
#EB3300
RGB
235, 51, 0
CMYK
0, 78, 100, 8
Pantone
2028 C

Energy, emphasis and human or travel-oriented accents.

Color hierarchy

Dominant / Magenta
Supporting / White & warm neutral
Accent / Purple & orange

The support colors add character without competing with the primary magenta. This is a hierarchy, not a fixed percentage rule.

05Typography

Two voices. One brand.

Montserrat / The structured voice

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
RegularMediumSemiBoldBold

Use for navigation, body copy, technical information, strategy, B2B, captions, data, guidelines and longer reading.

Salted / The human voice

Come to Romania.
See some things.

Use for expressive headlines, selected B2C campaign messages, annotations, cultural moments and Discover Romania. Give editorial titles personality while keeping structured information easy to read.

Keep long paragraphs, navigation, technical specifications, dense information and B2B-heavy communication in Montserrat.

Typographic hierarchy

Recommended digital sizes for Montserrat and Salted. Use the mobile sizes at 375 px and below, the desktop sizes at 1280 px and above, and scale smoothly between them. Values are CSS pixels at the default browser text size; specimens use relative units to support resizing.

H1Mobile: 40 px
Desktop: 72 pxMontserrat · 500
Line height: 110%
Editorial / campaign headline
H2Mobile: 32 px
Desktop: 48 pxMontserrat · 500
Line height: 115%
Section title
H3Mobile: 24 px
Desktop: 28 pxMontserrat · 600
Line height: 125%
Subsection title
Body largeMobile: 18 px
Desktop: 22 pxMontserrat · 400
Line height: 150%
Intro text
BodyMobile: 16 px
Desktop: 18 pxMontserrat · 400
Line height: 160%
Standard content
LabelMobile: 14 px
Desktop: 14 pxMontserrat · 600
Line height: 150%
Navigation / metadata
AnnotationMobile: 32 px
Desktop: 48 pxSalted · 400
Line height: 120%
The expressive layer

Keep body copy in Montserrat. Reserve Salted for short expressive phrases. Print and large-format campaign typography should be sized for the medium and viewing distance.

Typography in context

B2C combines Montserrat with selective Salted. B2B stays primarily Montserrat: more structured, with expression serving the message.

B2C typographic compositionExpected file:
identity-typography-b2c.jpgAsset to be added
B2B typographic compositionExpected file:
identity-typography-b2b.jpgAsset to be added

06Graphic language

Structure meets personality.

Precise typography, expressive hand-drawn elements, illustration, real photography and Romanian-inspired motifs share a system built around strong negative space.

Graphic elementExpected file:
identity-graphic-element-01.svgAsset to be added
Hand-drawn annotationExpected file:
identity-hand-drawn-annotation.svgAsset to be added
Romanian motifExpected file:
identity-romanian-motif-01.svgAsset to be added
PhotographyExpected file:
identity-photography-travel-01.jpgAsset to be added
IllustrationExpected file:
identity-illustration-01.jpgAsset to be added

A little imperfection helps.

Hand-drawn words and marks add humanity and spontaneity, particularly in B2C and travel communication. Keep each gesture intentional and curated.

Hand-drawn wordExpected file:
identity-hand-drawn-word.svgAsset to be added
Hand-drawn arrowExpected file:
identity-hand-drawn-arrow.svgAsset to be added
Hand-drawn noteExpected file:
identity-hand-drawn-note.svgAsset to be added
Expressive shapeExpected file:
identity-expressive-shape.svgAsset to be added

Avoid doodle overload, childish stickers, random scribbles and decorative clutter.

07Illustration

Romania, drawn differently.

Bold, hand-drawn and editorial. Use strong outlines, a limited brand palette and controlled imperfection. Interpret Romanian cultural references in a contemporary way; playful should never become childish.

Illustration 01Expected file:
identity-illustration-01.jpgAsset to be added

Illustration 01 / asset to be added

Illustration 02Expected file:
identity-illustration-02.jpgAsset to be added

Illustration 02 / asset to be added

Illustration 03Expected file:
identity-illustration-03.jpgAsset to be added

Illustration 03 / asset to be added

Illustration 04Expected file:
identity-illustration-04.jpgAsset to be added

Illustration 04 / asset to be added

Do

  • Places, architecture and traditional objects
  • Travel moments, shopping and local details
  • Culturally rooted, contemporary expression

Don’t

  • Generic vector or corporate flat illustration
  • Childish cartoons or overly polished 3D
  • Stereotypical folklore imagery

Illustration + type

Let Salted interact naturally with the illustration. Oversized words, annotations, irregular placement and playful scale are welcome when readability and composition remain clear.

Illustration with Salted headlineExpected file:
identity-illustration-salted-headline.jpgAsset to be added

08Photography

Real places. Real people. Real Romania.

Real, warm, human and lived-in. Photography should feel observational, contemporary and travel-oriented.

Travel photographyExpected file:
identity-photography-travel-01.jpgAsset to be added
Shopping photographyExpected file:
identity-photography-shopping-01.jpgAsset to be added
People / lifestyleExpected file:
identity-photography-lifestyle-01.jpgAsset to be added
Romania / placeExpected file:
identity-photography-romania-01.jpgAsset to be added
Detail / objectExpected file:
identity-photography-detail-01.jpgAsset to be added

Do

  • Natural movement and candid moments
  • Real environments and interesting composition
  • Authentic Romanian context, strong details and discovery

Don’t

  • Corporate stock and staged handshakes
  • Artificial airport photography and fake luxury
  • Tourism clichés and sterile studio lifestyle imagery

Photography composition

Full bleedExpected file:
identity-photography-full-bleed.jpgAsset to be added
Cropped detailExpected file:
identity-photography-cropped-detail.jpgAsset to be added
Image + typographyExpected file:
identity-photography-typography.jpgAsset to be added
Editorial splitExpected file:
identity-photography-editorial-split.jpgAsset to be added
Photo + hand-drawn annotationExpected file:
identity-photography-annotation.jpgAsset to be added

Combine photography with illustration or hand-drawn elements selectively. Preserve the image’s focus and avoid visual crowding.

09Patterns & motifs

Inspired by Romania. Not trapped in folklore.

Draw inspiration from architecture, textiles, decoration, traditional geometry and cultural objects. Keep motifs simplified, contemporary, graphic and compatible with the palette.

Pattern 01Expected file:
identity-pattern-01.svgAsset to be added
Pattern 02Expected file:
identity-pattern-02.svgAsset to be added
Romanian motif 01Expected file:
identity-romanian-motif-01.svgAsset to be added
Romanian motif 02Expected file:
identity-romanian-motif-02.svgAsset to be added

Use as borders, separators, backgrounds, editorial accents, print applications and illustration details. Avoid literal souvenir-shop ornament or dense all-over patterns, except for an intentional hero treatment.

10Layout

Clear first. Expressive second.

Structured layoutExpected file:
identity-layout-structured.jpgAsset to be added

Structured layout

B2B, guidelines, process explanations and technical communication.

Editorial layoutExpected file:
identity-layout-editorial.jpgAsset to be added

Editorial layout

Brand storytelling, travel and campaigns.

Expressive layoutExpected file:
identity-layout-expressive.jpgAsset to be added

Expressive layout

Selected B2C social communication, Discover Romania and campaign moments.

The information hierarchy must always remain understandable. Expression should never make the message harder to read.

Leave room to breathe.

Use generous margins, separate messages clearly, and favor fewer, larger elements over many small ones. The brand should never feel cramped.

Spacing system: to be finalized.

Brand balance

StructuredExpressive →
  1. B2BCloser to structured
  2. Website informationMostly structured
  3. Social / How It WorksBalanced
  4. Discover RomaniaCloser to expressive
  5. Campaign communicationExpressive, when appropriate

11Motion

Move smoothly.

Fluid, refined, calm and intentional. Movement should support understanding and feel contemporary.

Do

  • Soft fades and gentle movement
  • Smooth transitions, subtle scale and text reveals
  • Elegant masking; slow parallax only where useful

Don’t

  • Bouncing, elastic easing and cartoon movement
  • Hard snaps, excessive rotation and fast flashing
  • Unnecessary continuous animation
Brand motion / video sampleExpected file:
identity-motion-sample.mp4Asset to be added

12Do / Don’t

Keep the balance.

Do

  • Keep communication clear
  • Use generous whitespace
  • Use real photography
  • Use illustration selectively
  • Use Salted as an expressive accent
  • Use Romanian cultural elements thoughtfully
  • Keep the palette controlled
  • Maintain strong hierarchy
  • Adapt expression to context

Don’t

  • Make everything magenta
  • Use Salted everywhere
  • Overload layouts with patterns
  • Use generic corporate stock
  • Use generic SaaS cards
  • Use random decorative icons
  • Use childish animation
  • Use overly folkloric clichés
  • Sacrifice clarity for personality
Do / clear compositionExpected file:
identity-layout-do.jpgAsset to be added
Don’t / crowded compositionExpected file:
identity-layout-dont.jpgAsset to be added

The system in use.

Social mediaExpected file:
identity-application-social-media.jpgAsset to be added
PosterExpected file:
identity-application-poster.jpgAsset to be added
Airport communicationExpected file:
action-airport-point.jpgAsset to be added
Border pointExpected file:
strategy-offline-border-point.jpgAsset to be added
Retail signageExpected file:
action-retail-signage.jpgAsset to be added
DocumentExpected file:
action-print-document.jpgAsset to be added
PresentationExpected file:
action-presentation-cover.jpgAsset to be added
Digital applicationExpected file:
action-digital-website.jpgAsset to be added

13Downloads

Take what you need.

Logo files and asset collections will appear here when supplied. Hover or focus a download control for guidance on choosing a format.

Logos

Primary Vertical

Asset coming soon

Horizontal

Asset coming soon

Combined lockup

Asset coming soon

Tax Free Mark

Asset coming soon

Compact / Icon

Asset coming soon

Reversed / White

Asset coming soon

The Store Square

Asset coming soon

Colors

Digital palette / Print palette

Templates

Social assets

Print assets

See how it works

Explore Brand in Action →