Story

The unfold is our system of dynamic and adaptive shapes that help illustrate the HERE brand story.

Playing a central role in our brand design, the unfold is essential to communicating our brand story, by giving depth, dimension and context. It also gives HERE a consistent brand appearance across all touch points. And it has many applications. The unfold can be used as a full color background, as a key visual on photography or video, or even simply as a graphic element.

Guidelines

Combination of shapes
The unfold can be visualized as a combination of shapes to be mainly used on photography, or it can be used as part of a full color background.

Unfold shapes

Unfold as part of a full color background

The shapes are triangular and curved triangular, and should always be interacting and fading into each other. Is is essential that all shapes are the same color to retain a consistent visual balance.   The unfold should mainly be used to contain content such as text and headlines.

Regular unfold
is the dynamic combination of one triangular shape and one curved trianglular shape.

Complex unfold
is the dynamic combination of one triangular and two curved triangular shapes.

Use as a background

Unfold backgrounds add an additional element of branding to layouts where no photography is displayed. Unfold backgrounds are available in all of our brand colors.

Work towards achieving a balance between the amount of text and/ or other graphic elements in the composition and the amount of shapes in the background. Take into consideration the size of the final usage.

Simple flat color
which is suitable for content-heavy usage. eg. tables, symbols etc.

Regular
Use for medium amounts of text or content to ensure content is legible.

Complex
Contains multiple shapes so use it only to be used where there is minimal or large text or content.

Backgrounds color options

Primary colors

Secondary colors

The motion principles for the use of the unfold shapes are:

Move
If needed, you can move the unfold out of the format.

Scale
If needed, you can scale the unfold.

Rotate
If needed, you can rotate the unfold.

Use on photography

You can use the unfold as an overlay on top of approved brand photography.

To avoid layouts appearing cluttered, the unfold should not cover more than 30% of photography.

Unfold covers less than 30%
The unfold should cover an area smaller than 30% on photography.

Unfold covers less than 30%
The unfold positioning can differ, but should always use less than 30% of the layout. 

Unfold covers less than 30%
The unfold positioning can differ, but should always use less than 30% of the layout. 

Unfold should not cover more than 30%
on photography.

Unfold should not cover more than 30%
on photography.

Unfold should not cover more than 30%
on photography.

The unfold is used on photography to contain text content on layouts, such as headlines and small amount of body copy. It should not, however, encroach the photography too much. The gradients in the shape should fade towards the centre of the layout (i.e. there should be no sharp edges visible in the middle of the layout).

Balance between photo and unfold
A portrait crop with a dynamic unfold placement and adequate opacity of the shapes.

Balance between photo and unfold
A landscape crop with a dynamic unfold placement and adequate opacity of the shapes.

Make sure that you select the right crop of the photography to create an optimal balance between the photo and the unfold. Typically, the unfold should be placed in the most suitable part of the photo (e.g. the area with the least important content). If the unfold is covering vital parts of the image, the photo should be repositioned.

Static unfold placement
A portrait crop where the unfold is too prominent and obscures the layout. 

Static unfold placement
A portrait crop where the unfold it too prominent. Avoid unfolds that are too close to people's faces or cover too much of their bodies. 

Unfold with no content
Do not use the unfold without text content or with insufficient opacity. 

Unfold transition shape rules
If working with the unfold shapes in transitions please make sure you follow these rules.

Unfold shapes in transition
should always overlap, connect and have the same color

Don’t let two same shapes overlay

Don’t separate shapes

Don’t mix colors 
on shapes in one unfold transition

Don’t layer up too many shapes
this creates an unwanted even opacity

Selecting color

The unfold merges with photography to create a seamless and harmonious interaction with the real world. This link between HERE photography and the real world, is created with the use of spot colors. The color of the unfold shoudl come from the HERE color palette and should harmonizes with the photo’s spot color. 

Within the image, find a highlight color. It should not be the dominant color in an image, but an accent color. Select the closest matching color from the HERE color palette for the unfold. Once you find that connection, your highlight color will immediately become more noticeable within the image.

The spot color selected for the unfold should look harmonious with the photo it is will be used with.

Harmonious color selection
Harmonious color selection (using tint of orange) with an adequate contrast.

Harmonious color selection
Harmonious color selection (using tint of blue) with an adequate contrast.

Wrong color selection 
Selected spot color doesn't stand out enough from the dominant color in the  photograph.

Wrong color selection 
The contrast between the unfold and the photograph is too big. 

Wrong color selection
The color of the unfold doesn't match the photograph. 

Using the unfold and the logo on photography

To visually connect the HERE logo symbol and the unfold, they should always have the same color. You can use HERE Aqua and all secondary colors for the unfold and for the symbol. But you can change the symbol color if it corresponds with an unfold. 

When choosing the position for the logo, please make sure you find an area where the logo is legible and stands out properly. If necessary, you should carefully retouch the image or darkened around the logo will be placed to enhance the visibility.

HERE aqua unfold with an aqua symbol
To optically connect the logo symbol and the unfold they both should always use the same color for both. 

Logo inside the unfold
The logo can not be positioned inside the unfold when used with photography.

Text legibility
The unfold should be used to support and aid legibility of headlines and text. Always make sure the text is legible over the unfold and photography.

Headlines over unfold
The copy can run over any part of the unfold, but ensure it is clear, distinct and legible.

Headlines over photography areas
Do not run headlines over areas of photography where they cannot be read clearly.

Usage examples

We’ve pulled together a variety of examples that illustrate ways that the HERE brand unfold can be used.

Download assets

The Unfold files package

There’s no better way to familiarize yourself with our new brand than by using it. Download the unfold and bring HERE to life.