Brand Guidelines
Our comprehensive visual identity system that defines who we are and how we communicate with the world.
Logo
The Xthings logo is the cornerstone of our brand identity. It should be used with care and consistency across all touchpoints.
Clear Space
Always maintain a minimum clear space around the logo equal to the height of the "X" in the logo. This ensures the logo has room to breathe and maintains its impact.
Minimum Size - Digital
40px height minimum for screen display
Minimum Size - Print
0.5 inch height minimum for print materials
✓Do
Use the official logo files
Maintain proper spacing
Use appropriate version for background
×Don't
Don't stretch or distort
Don't rotate or skew
Don't reduce opacity
Color Palette
Our color palette reflects our brand values: trustworthy, innovative, and professional. Use these colors consistently to maintain brand recognition.
Primary Colors
Our primary color palette defines the Xthings brand. Use these colors for key brand elements.
Color Applications
Buttons
Alerts
Success message
Warning message
Error message
Secondary Colors
Supporting colors for specific UI states and semantic meaning.
Neutral Colors
Gray scale for text, backgrounds, and subtle UI elements.
Accessibility Standards
All color combinations in this palette meet WCAG 2.1 Level AA standards for contrast ratios. Primary text uses Gray 900 on white backgrounds, ensuring excellent readability.
AAA
Large text contrast
AA
Normal text contrast
4.5:1
Minimum ratio
Typography
Typography is crucial for creating hierarchy and ensuring readability. Our type system is designed to be clear, accessible, and scalable.
Font Families
PRIMARY
Inter
Inter is our primary typeface for all digital communications. Its excellent readability and modern aesthetic make it perfect for UI and content.
DesignerRasmus Andersson
Weights400, 500, 600, 700
LicenseOpen Font License
Specimen
AaBbCc
Bold - 48px
AaBbCc
Semibold - 36px
AaBbCc
Regular - 24px
The quick brown fox jumps over the lazy dog
0123456789 !@#$%^&*()
Type Scale
Our type scale creates consistent visual hierarchy and rhythm throughout all interfaces.
Display
Hero headlines
Aa
H1
Page titles
Aa
H2
Section headings
Aa
H3
Subsection headings
Aa
H4
Card titles
Aa
Body Large
Intro text
Aa
Body
Body text
Aa
Small
Captions
Aa
Typography in Practice
Great Typography Starts With Structure
This is an example of our Body Large style. Use it for introductory paragraphs and important content that needs extra emphasis.
Section Headings Provide Clarity
This is our standard Body text style. It's optimized for readability with appropriate line height and letter spacing. Use this for all regular content, articles, and longer-form text. The contrast between heading and body text creates natural visual hierarchy.
Small text is perfect for captions, metadata, and supplementary information that supports the main content.
Line Height
Headings
1.2x font size for tight, impactful headings
Body Text
1.6x font size for comfortable reading
UI Elements
1.4x font size for buttons and labels
Letter Spacing
Display Text
-0.02em for large headlines
Body Text
Default spacing (0em)
ALL CAPS
0.05em for uppercase text
Brand Architecture
Xthings is our master brand, representing our commitment to IoT innovation. Our sub-brands serve specific market segments while maintaining cohesive brand values.
Brand Hierarchy
Master Brand
Xthings is the parent brand representing our entire IoT ecosystem, innovation philosophy, and commitment to smart living.
Software Platforms
Xthings Cloud
Cloud Platform
Xthings One
Mobile App
Hardware Brands
ULTRALOQ
Smart Locks
Ulticam
Smart Cameras
ANVIZ
Access Control
Software Platforms
Xthings Cloud
Comprehensive cloud platform for IoT device management and data analytics
Usage Context
Cloud services, SaaS platform, web applications
Brand Color
#0068B7
Primary color
Co-branding Rules
- ✓Always show with Xthings master brand when appropriate
- ✓Maintain clear visual hierarchy (Xthings primary)
- ✓Use sub-brand colors within defined palette
Xthings One
Unified mobile application for controlling all Xthings ecosystem devices
Usage Context
Mobile app, unified control interface
Brand Color
#007AFF
Primary color
Co-branding Rules
- ✓Always show with Xthings master brand when appropriate
- ✓Maintain clear visual hierarchy (Xthings primary)
- ✓Use sub-brand colors within defined palette
Hardware Brands
ULTRALOQ
Premium smart lock solutions with cutting-edge security technology
Usage Context
Smart locks, door security products
Brand Color
#1F2937
Primary color
Co-branding Rules
- ✓Always show with Xthings master brand when appropriate
- ✓Maintain clear visual hierarchy (Xthings primary)
- ✓Use sub-brand colors within defined palette
Ulticam
Intelligent camera systems for home and business security
Usage Context
Security cameras, surveillance systems
Brand Color
#6B7280
Primary color
Co-branding Rules
- ✓Always show with Xthings master brand when appropriate
- ✓Maintain clear visual hierarchy (Xthings primary)
- ✓Use sub-brand colors within defined palette
ANVIZ
Smart access control, attendance, and security management systems
Usage Context
Access control, attendance tracking, enterprise security
Brand Color
#374151
Primary color
Co-branding Rules
- ✓Always show with Xthings master brand when appropriate
- ✓Maintain clear visual hierarchy (Xthings primary)
- ✓Use sub-brand colors within defined palette
Co-branding Guidelines
Endorsed Branding
Use Xthings logo with sub-brand, separated by vertical divider
- ✓Use for product packaging and marketing materials
- ✓Xthings logo should be 60-70% size of sub-brand
- ✓Maintain minimum spacing equal to Xthings logo height
Standalone Usage
ANVIZ
Sub-brand can be used alone when context is clear
- ✓Acceptable for product-specific marketing
- ✓Use when brand recognition is already established
- ×Not recommended for first-time customer touchpoints
Brand Ecosystem
All sub-brands are part of the Xthings ecosystem, working together to deliver comprehensive smart home and business solutions. Each brand serves a specific purpose while sharing our core values of innovation, security, and user experience.
5+Sub-brands in ecosystem
3Product categories
1Unified brand vision