Incognia, a digital identity company, has created a spoof-proof Location Identity to silently authenticate customers throughout their digital journey. Fraud, operations and Trust & Safety teams at global gig economy and marketplace companies, including food delivery, ride-sharing, eCommerce and more, use Incognia to authenticate trusted users without friction and detect suspicious behavior to prevent new account fraud and ATO.

Brand Pillars

• User experience: authentication doesn’t have to mean friction

• Fraud prevention: location is the missing risk signal

• User privacy: legitimate users will opt-in

Tagline

Location Identity for Digital Trust

Brand Attributes

The attributes represent how others perceive the brand.

Transparent

Incognia is open and honest with our customers and end users. We do not want to get between you and your users.

Innovative

Identity and account security are not new, behavioral identity for account security is revolutionary.

Approachable

Incognia as a brand is secure and intelligent, but also approachable in its tone. It aims to simplify security so users can take control.

Trustworthy

Incognia is a brand trusted to protect user privacy and provide account security.

Voice is the personality and emotion used in the company’s communications.

We speak like experienced professionals.

We are professionals

When we talk about privacy and security, we do not take it lightly, jokingly, or for granted.

We are informative

We are experts and have a deep understanding of location, privacy, security, identity, and authentication, and are able to communicate that plainly and clearly to all buyer personas.

We are innovators

We are engineering driven and we are always looking to the future, this is present in our solutions and our communication. But we are not robotics, we are conversational and professional.

Tone

Privacy, security, and authentication are serious topics so we lean more toward being formal while using plain language, graphics, and diagrams to get our point across understandably.

Terms

We use terms like:

• Private Location Identity

• Location-based digital identity

• Location behavior

• Device integrity

• Device intelligence

Communications

We write things like:

• Dear <name>, not, Hey <name>,

• We aren’t big users of “!!!!!”

• We don’t communicate in ALL CAPS

• We use words, not emojis

• Our humor is smart, we don't make jokes. 

Incognia’s logo consists of icon and logotype.

The icon consists of three outlined circles that grow from the middle, thus communicating signal and location. There is also an unidentifiable identity built into the negative space in the middle. It’s a play between location and anonymity, one of the main Incognia associations.

Logotype is made of bold, geometric, uppercase font. It conveys professionalism, understatement and timelessness.

Download the logo files

Logo Icon

Logo icon can exist separately from logotype, as a simpler form of brand. It should be used only in wider context, like email footer or company stamp, so it’s clear that it belongs to Incognia brand.

Logo Colors

To preserve simplicity and visual consistency, the logo should be used primarily in white or purple color fill. The black color can be used for applications printed in black and white or for composition with other brands in the same color. The color variant should be chosen based on the background color it is placed on. Use the combination that provides the greatest contrast.

Black and white version

Logo Misuses

See some of the mistakes you can make while working with Incognia logo, to help you understand the boundaries of its usage.

Logo Clear Space

To ensure that the logo is clearly visible in all applications, surround it with sufficient clear space, free of type graphic and other elements that might cause visual clutter.

The breathing room should be at least the size of the Incognia “I” all around the logo.

Composition with partner’s logos

The used of Incognia’s logo with the other partner’s logos must follow the composition beside:

With spacing equivalent to the size of the brand symbol and vertical line for separation.

Incognia's main color palette consists of four colors, two shades of green and two shades of purple.

The main attributes of the brand are reinforced by the colors. While purple is innovative and trustful, green contrasts it with transparent and approachable. They are desaturated but rich, elegant tones that work well separately as well as combined together.

The secondary palette is made up of 3 more colors, which must be only used when extra color application is needed to signal positive or negative responses. Green means positive situation, blue neutral and pink negative.

Primary Palette

Secondary Palette

Color for fabrics / t-shirts / clothes

Montserrat is brand’s only typeface. It’s a classic, readable sans serif font that works well both for headline displays as well as small body text.

Monterrat is available in many weights, but Incognia uses only Regular, Medium, and Semibold to ensure clear type treatment without too many text styles.

Typeface System

Incognia’s typeface system is based on classic and serious headline - subheadline - body text relation. Following example displays correct ratio between those elements, with addition of action button, to help you understand how the brand’s composition should work.

Typeface system should always be kept readable and consistent with basic rules of readability.

Iconography for Incognia brand is based on simple, outlined form, to match the overall look&feel of a logo. It should be as simple as it gets, but not simpler. Icons, similar to the logo, should be presented in one solid color, to enhance readability and simplicity.

Incognia's visual elements are powerful tools to communicate our essence and values, creating identity and differentiation in our market. Consistency in visual elements causes rapid recognition and connection with the audience.

All elements of the Incognia brand are built from circular shapes, as well as the logo, creating a visual connection between both. The simplicity and iconic nature of the circles make them highly memorable, aiding brand recognition and recall, and reinforce the solution's frictionless use concept.

Texture

The texture, exclusively developed for the brand, is modular and built on a grid divided into exact squares. Like the incognia solution that combines different signals and parameters to compose its risk assessment, different pieces create the texture.

This composition can be designed and adapted in the most different ways necessary, but always from the combination of the same shapes and keeping the square proportion

Texture elements
Each texture element represents an evidence/reason from Incognia's risk assessment engine.

Texture

Map

Location is the essence of Incognia's technology, because of this, illustrations of maps and locations are fundamental to represent the brand's differential. To make these illustrations unique brand elements, an exclusive Incognia map pattern was designed following the same parameters as the official texture.

Dividers and shapes for text

Rectangles with rounded corners can be used as boxes and strips for dividing materials and supporting text.

Stripes should always have only one rounded corner and two sides bleed out of the designs. The rounded corner must be large and if used together with the texture or map, it must be equivalent to a grid square.

The rectangles that appear complete in the materials must always have the four corners rounded and small.

Dividers and shapes misuses

See some of the mistakes you can make while working with dividers and shapes, to help you understand the boundaries of its usage.

Button System

Incognia's button system reflects the shape elements used in the brand and the main types are defined in this guide.

Examples of using elements

Photographic resources are a fundamental part of the Incognia brand, as they bring emotion, reinforce the brand identity and capture attention. In addition, they are an important tool to make tangible the benefits of the product and the impact generated on consumers.

All photos used must be aligned with the look and positioning of the Incognia brand. In other words, in addition to being visually coherent with the brand using its colors and style, the photos must communicate the same attributes as the brand: innovative, trustworthy and approachable.

User’s photos

Incognia technology is present on the devices of more than 200 million users globally, so these users are part of different ethnicities, ages, cultures, gender identities, lifestyles and all other pluralities. The photographs used in the brand must represent this diversity and show the positive impact of frictionless usability in people's daily lives.

We avoid

Negative situations, fraudsters or developers

Although most of the materials and photos present images of users benefiting from Incognia's solutions, in some cases representations of fraudsters, developers or users in bad situations are required. At these times, non-stereotyped images should be prioritized.

We avoid

Places, technology and devices

Incognia's solutions do not generate friction for users and move towards building a better world where technology will be at the service of people. Therefore, the images that represent the technology must be minimalist and always be in optimistic and safe places. In addition, trusted locations must be prioritized, that is, environments that users use on a daily basis.

We avoid

Illustrations are used in the Incognia brand when it is necessary to demonstrate complex concepts or make solutions and products tangible.

These graphic representations should always be informative, elegant and never childish or comical.

Product illustrations

They should always be in 3d style, but with simplified detailing and reduced colors.

We avoid

Technical illustrations

Must be in 2D style, minimalist and only in Incognia colors

We avoid

Illustrated videos

Product videos, solutions, use cases or any other objective that needs to represent non-tangible concepts can be produced with illustrations, videos in this format must follow the same directions as 3D illustrations.

Real pictures videos

The corporate videos are produced with a mixture of real images and graphics. In this case, the graphics are minimalist 2D and the guidelines for choosing images must follow the same rules that are used for choosing photos.

Webinars and live streams

For the recording of live streams and webinars, it is important to pay attention to the best practices presented below.

Best practices

• Use an appropriate background

  Choose a quiet, well-lit, and organized location for recording.

  If necessary, use a blurred effect on your background or an Incognia institutional wallpaper. It is important in this case that all participants use the same resource.

• Keep a professional appearance

  If possible, wear an Incognia T-shirt or one-piece in neutral or branded colors. Pay attention to your screen presence, including body language, facial expressions and video framing.

• Test your equipment

  Test your equipment: Ensure that your audio, video, and internet connection are working properly before going live.

• Use professional visuals

  Prepare relevant visuals or materials in advance, your slides will be prominent throughout the video, so they must be aligned with the Incognia brand.

Video Assets

Some visuals must be constant across all branded videos.

Logo animation

Animation of the incognia logo should always happen the same way.

Donwload the logo animation

Sound track

The soundtracks chosen for Incognia's videos must reflect the pillars and attributes of the brand. Music selections must sound bold and technological while also fitting into the emotional context of the video.

Below are some examples:

Voice over

The voice for Incognia videos must be clear and convey knowledge. At the same time communicate dynamically and powerfully.

Below are some examples:

Lower thirds

People must be identified in videos always in the following format.

Visual consistency is crucial in social media as it helps establish a cohesive and recognizable brand identity, fosters trust and engagement among followers. That's why all posts must have the look of the brand.

In social networks, Incognia's positioning is informative, serious, but not old-fashioned or too technical. The tone of voice chapter of this guide explains more about this.

Linkedin, Twitter and Youtube are the company's official social networks and for posts with visual resources, square formats are always prioritized, as they fit on mobile and desktop devices.

The importance of consistent design in digital advertising lies in its ability to establish brand recognition, ultimately leading to higher engagement and better conversion rates.

That's why Incognia ads use a pre-established pattern for their creation. From a grid of 16 units that must be distributed between the text area and images, all layouts can be developed. The positioning of these elements can vary, but always respecting the proportions of the grid. Texts should also, whenever possible, use the standard size shown below: