Corporate Branding Guidelines

Transcription

1 Corporate Branding Guidelines ZADARA BRANDING GUIDELINES 1

2 zero-risk enterprise cloud storage 2 ZADARA BRANDING GUIDELINES

3 The Zadara Brand The Zadara corporate brand guidelines were developed with one goal in mind: to create a shared brand identity that reflects the excellence of this company. As Zadara continues to grow, we continue to refine the Zadara brand. We created this guide to act as a central location for company details, descriptions, names, brand colors, logo placements, collateral designs, and more. ZADARA BRANDING GUIDELINES 3

4 Corporate Identity The following pages outline the fundamentals of Zadara Storage and provide the tools needed to share our solution. Company Overview Company Name Tagline Mission Statement Vision Statement Elevator Pitch Messaging Framework Company Descriptions Trademarks Domain Names Product Names and Terminology Product Naming Strategy ZADARA BRANDING GUIDELINES

5 Company Overview Company Name The company name should be stated as follows Zadara. Unless being used in copyright attribution, we should not include the word Storage in the company name. When appropriate, a registered trademark should be applied (e.g., Zadara ) to the first usage of the name. Further usage of the term does not require a trademark in the text. Tagline "Zero-Risk Enterprise Data Cloud" Mission Statement Zadara eliminates the technical, operational, and financial risks associated with enterprise data storage and management. ZADARA BRANDING GUIDELINES 5

6 Elevator Pitch Zadara is zero-risk enterprise cloud storage. We help organizations eliminate the technical, operational and financial risks associated with enterprise data storage, by providing industry-leading enterprise data storage solutions as a fully-managed service, with a 100%-uptime guarantee and consumption-based pricing. Zadara uses a combination of industry-standard hardware and patented Zadara software to deliver the power of enterprise-class data storage and management with the convenience of the cloud. Any data type. Any protocol. Any location. Zadara is available via public clouds (AWS, Google Cloud Platform, Azure, and more), managed service providers, data centers, colocation partners, and on premises in customers' data centers. 6 ZADARA BRANDING GUIDELINES

7 Messaging Keywords The following words and phrases represent key differentiators and ideal positioning for Zadara relative to competitors and substitutes. Zero-risk enterprise cloud storage A pay-only-for-what-you-use model [aka, consumption-based pricing] Any data type. Any protocol. Any location. The power of the enterprise. The convenience of the cloud. Fully-managed service, with a 100%-uptime guarantee. Single-tenant performance. Multi-tenant pricing. ZADARA BRANDING GUIDELINES 7

8 Company Descriptions About Zadara (100 words) Zadara is zero-risk enterprise cloud storage. We help organizations eliminate the technical, operational and financial risks associated with enterprise data storage, by providing industry-leading enterprise data storage solutions as a fully-managed service, with a 100%-uptime guarantee and consumption-based pricing. Zadara uses a combination of industry-standard hardware and patented Zadara software to deliver the power of enterprise-class data storage and management with the convenience of the cloud. Any data type. Any protocol. Any location. Zadara is available via public clouds, managed service providers, data centers, colocation partners, and on premises in customers' data centers. More at LinkedIn, and Twitter. About Zadara (50 words, 379 characters) Zadara offers zero-risk enterprise data storage as a fully-managed service, with a 100%-uptime guarantee and consumption-based pricing. Any location, any data type, any protocol. Zadara offers resource isolation, exceptional security, and management control. Get Zadara on premises and through cloud and colocation providers. Learn more at LinkedIn, and Twitter. About Zadara (25 words, 158 characters) Zadara offers zero-risk enterprise storage as a fully-managed service with 100%-uptime guarantee, available at any location, supporting any data type and connecting to any protocol. 8 ZADARA BRANDING GUIDELINES

9 Trademarks The following is a list of active Zadara trademarks: Zadara When using the trademark for the first time in a document, distinguish it by making it with a superscript registered trademark symbol. Domain Names The following is a list of domains that we have registered: Product Names and Terminology There are a variety of terms that are used within the Zadara marketing collateral materials. They should be used consistently throughout. Storage-as-a-Service (STaaS) Enterprise Storage as-a-service (STaaS) Multi-Zone High-Availability ZADARA BRANDING GUIDELINES 9

10 Product Naming Strategy We refer to Zadara Engines in internal and product documentation only, not in promotional materials. Engines are indicated by a multiple of 100 that roughly correlates to the number of cores allocated: 200 (2 cores, 4GB) 400 (4 cores, 8GB) 600 (6 cores, 16GB) 800 (8 cores, 24GB) 1000 (10 cores, 32GB) 1200 (12 cores, 48GB) 1600 (16 cores, 64GB) Container Engines are indicated with 2 digits also corresponding roughly to cores 01 is the smallest (and free) - a 2-core engine with 0.5GB of RAM 02 is also a 2-core engine, but with 1GB of RAM 04 has 4 cores, 2 GB 06 has 6 cores, 4 GB 08 has 8 cores, 8 GB The two engines are combined as follows: A 200 engine with no ZCS is 200 A 200 engine with the smallest, free ZCS Engine is 201 A 200 engine with the largest ZCS Engine is 208 The biggest engine we have defined so far is 1608 We have room to expand through 9999 (99 cores for IO and 99 cores for ZCS) We can also define intermediate engines like 303, 705, etc. 10 ZADARA BRANDING GUIDELINES

11 Engines with extra features are indicated with a small letter after the engine type Today the only extra feature is Multi-Zone HA, indicated by an "m" I.e., a Basic IO Engine with MZ-HA and the smallest Container engine is a 401m ZADARA BRANDING GUIDELINES 11

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13 Visual Branding The remainder of the document outlines the basic visual elements that make up the Zadara Storage brand. Primary Zadara Colors Secondary Zadara Colors Zadara Typeface Standard Typefaces Logo Guidelines Imagery Collateral Materials Corporate Contacts ZADARA BRANDING GUIDELINES 13

14 Primary Zadara Colors The Zadara Storage color system communicates trust, honesty, dependability, and vitality by combining our navy blue color with bright green as an accent color. Navy Blue Bright Green C M Y K R G B C M Y K R G B HEX# PMS 7546 C HEX# 88DD44 PMS 7488 C Use Navy Blue for headers, subheaders and as a background color. Use Bright Green as an accent color. Avoid using Bright Green for text. 14 ZADARA BRANDING GUIDELINES

15 Secondary Zadara Colors The secondary colors used in Zadara branding support the primary Zadara colors. Bright Blue Cool Gray C M Y K R G B C M Y K R G B HEX# 33AADD PMS 298 C HEX# 99AABB PMS 7543 C ZADARA BRANDING GUIDELINES 15

16 Typeface We implement typography as part of our branding strategy, to communicate professionalism and personality. Consistent use of typography will reinforce Zadara's brand image. Guidelines for Print Headlines should always be set in Quicksand Regular. This typeface has distinct letterforms, with good legibility. Use Quicksand Regular, Medium, or Bold for subheadlines. And finally, use Quicksand Regular and Light for the main body, at font size 8pt and larger. 16 ZADARA BRANDING GUIDELINES

17 Quicksand Font Family The Quicksand typeface is an extension of Zadara's voice and tone. Quicksand is suitable for both text and headlines. The Quicksand font family contains four unique weights, from Light to Bold. No Italics versions are available. The Quicksand font family is available for free download at Google Fonts: Quicksand Light Quicksand Regular Quicksand Medium Quicksand Bold ZADARA BRANDING GUIDELINES 17

18 Standard Typefaces Quicksand is fun and modern, and a bit special, which is why we like it. The Quicksand font family is available for free download at Google Fonts: If you are unable to download Quicksand, please use the fonts below. PC Use Arial for headlines at font size 20-30pt Use Arial Bold for Subheadlines. Use Arial for body copy at 10pts and larger. Mac Use Helvetica for headlines at font size 20-30pt Use Helvetica Bold for Subheadlines. Use Helvetica for body copy at 10pts and larger. 18 ZADARA BRANDING GUIDELINES

19 Logo Guidelines The Zadara logo is the only logo mark we plan to develop, promote and protect. To preserve the equity in the Zadara brand, we carefully control usage of our logos. Any use of the Zadara Logo by our partners or customers must be approved, in writing, through the marketing department. For co-branding and co-marketing purposes the Zadara logos may be shared with approved partners. The logos can be used on the product, packaging, manuals, digital media, literature, white papers, signage, promotional material, clothing, and company website. ZADARA ZADARA BRANDING GUIDELINES 19 19

20 Sizing This is the standard logo for any use. It will sometimes be necessary to increase or decrease the logo size depending on the print area. Always keep the logo in proportion. 6:1 Standard logo size to be used in collateral headers including all print and web. 20 ZADARA BRANDING GUIDELINES

21 Color Variations Use full color variation on white backgrounds. Use full color variation on grey or light-colored background. Use white color variation on deep blue or dark color backgrounds. ZADARA BRANDING GUIDELINES 21

22 Alternate Logos The vertical Zadara logo should be used in constrained spaces such as a square print area. Single color logo is usually used for print purposes (e.g., embroidery). 22 ZADARA BRANDING GUIDELINES

23 Logo Dos and Dont's It is important that no other logos, type, or graphical elements infringe on the logo's clear space. 3 Maintain logo clear space to avoid cropping any part of the logo. X Do not distort or skew the logo. X Do not distort or skew the logo. X The logo should always be at 100% opacity. Colors should be vibrant and at full visibility. X Do not rotate the logo. X ZADARA BRANDING GUIDELINES 23

24 Zadara Partner Network Logos The Zadara Partner Network is the formal name for the Zadara Channel Partner program. This program has logos available for multiple levels of membership (e.g., Bronze, Silver, Gold, and Platinum). Note that the initial program is only using Silver and Gold levels. The others are for future expansion of the program. PARTNER NETWORK SILVER PARTNER NETWORK GOLD Silver Level Gold Level Individual Certifications We offer certifications for individual Zadara users, and have created the following logos to allow them to promote their special skills and training. CERTIFIED ENGINEER 24 ZADARA BRANDING GUIDELINES

25 "Powered by" Zadara Logo powered by The "Powered by" Zadara logo can be used for partner co-branding purposes. ZADARA BRANDING GUIDELINES 25

26 Collateral Materials Templates Press Release Template The company name should be stated as Zadara. Unless absolutely necessary, we should not include the word Storage in the company name. When appropriate, a registered trademark should be applied (e.g., Zadara ). When using a trademark, the first usage of the name should have the trademark applied. Further usage of the term does not require a trademark in the text. For a company description as part of a press release, please use the 100-word description in this document. PowerPoint Template A Zadara-branded PowerPoint template is available and should be used for all presentations. Below is a picture of the cover. 26 ZADARA BRANDING GUIDELINES

27 Collateral Templates Templates for data sheets, case studies, white papers and documentation are available and should be used as needed. They can be accessed from the marketing department or in the Marketing folder in Google Drive. Website URL and The company website should be listed as: The letter z should be lowercase. addresses should be listed as name@zadara.com. Again the letter z should be lowercase. Business Cards The preferred formats for company business cards are shown below Other formats are available at Moo.com. Business cards should be ordered through the website Create an account on the Zadara platform to get started. ZADARA BRANDING GUIDELINES 27

28 Letterhead The format for company letterhead is shown below. 28 ZADARA BRANDING GUIDELINES

29 Signature Line The following is the standard signature format for Zadara Storage employee . Please make sure you put the company name and promotional text in green. Also, match your signature line text font and point size with your text. Do not embed graphics into the signature line. They are not sent/received by programs in a consistent way. Best Regards, John Smith Manager, Human Resources Zadara Cell: Office: john@zadara.com Skype: john.zadara Click here to start a Free Trial! Sample Promotional Text Promotional text will be circulated each quarter and employees can pick and choose which promotional text they use. Employees can rotate the promotional text as needed. Zero-Risk Enteprise Cloud Storage Click here to start a Free Trial! Learn how you can get Zadara on premises or in the cloud. ZADARA BRANDING GUIDELINES 29

30 Corporate Contacts For questions and approvals regarding the Zadara corporate branding policy, please contact 30 ZADARA BRANDING GUIDELINES REV. 0818