Brand Guidelines March

Transcription

1 Brand Guidelines March

2 Contents Intro Our Mission... 4 Brand Promise... 5 Brand Values... 6 Guide Importance... 7 Identity Logo Logo Space...11 Logo Colors Logo Misuses Color Palettes Gradient Use Graphic Elements Graphics Iconography Photography Marketing Communications Verbal Identity Brand Voice Using Our Voice Key Messages Typography Primary Typeface Secondary Typeface

3 Intro 3

4 Intro At Acumatica we strive to provide excellence, community, integrity, and curiosity. Our Mission At Acumatica we will achieve our vision when we: Inspire people to work smarter, with better tools Involve people to be part of the conversation Disrupt the industry with new ways of thinking and doing Re-imagine technology to give people the best experience 4

5 Brand Promise Acumatica ERP delivers adaptable cloud and mobile technology with a unique all-inclusive user licensing model, enabling a complete, real time view of your business anytime, anywhere. Through our worldwide network of partners, Acumatica provides the full suite of integrated business management applications, including Financials, Distribution, Manufacturing, Project Accounting, and CRM. There is only one true Cloud ERP platform designed for mid-sized customers Acumatica. 5

6 Brand Values Excellence We work hard to give the customer the best quality product or experience in everything we do. Community We listen to and care about our community and want to give that human touch in all that we do. Integrity We do the right thing for the right reason. We trust and are trusted. Curiosity We strive to be inquisitive, to explore new frontiers and ideas that advance the world. 6

7 Use these assets and guide to accurately communicate the Acumatica brand. Why is this guide important? Our brand is more than our logo. It is a design scheme made up of a number of core elements and guiding principles that combine to create a distinctive look and feel that is immediately recognizable as Acumatica. This guide will help to familiarize you with the core brand elements to assist you in designing and producing dynamic and powerful communications with a degree of flexibility. 7

8 Inspire people to work smarter, with better tools. 8

9 Identity 9

10 Logo Mark Mark Logotype Logotype Logo Tag Line Tag Line Logo Preferred Logo Secondary Logo Only use when space is limited. Our logo is the most visible element of our identity: a universal signature across all Acumatica communications. It is a guarantee of quality that unites our product, partners, and marketing communications. The logo is made up of three elements: the mark, the logotype, and the tag line. Except in unusual circumstances, the logotype should never appear without the mark and tagline The Cloud ERP. The following pages cover the correct usage to ensure the logo always looks its best. 10

11 Logo Spacing To ensure that our logo is clearly visible in all applications, surround it with sufficient clear space free of type, graphics, and other elements that might cause visual clutter to maximize the recognition and impact of our identity. When the logo is used, a minimum clear space of 75% of the capital A s height should be maintained. 75% of A-height 75% of A-height Note: This is only the minimum amount of space needed. You can never have too much negative space around the logo. Whenever possible, left align the logo. 11

12 Logo Colors When using our logo, contrast is important. Use Oxford/Mayan Blue version of the logo on light or white backgrounds and a White/Mayan Blue version on dark backgrounds. Oxford Blue and Mayan Blue primary logo on white background. White and Mayan Blue primary logo on Oxford Blue background. Oxford Blue and Mayan Blue secondary logo on white background. White and Mayan Blue secondary logo on Oxford Blue background. 12

13 Logo Misuses To maintain the integrity of the Acumatica logo, and to promote the consistency of the brand, it is important to use the logo as described in this guide. X Please DON T: X The examples shown to the right illustrate possible misuses of the Acumatica logo that should be avoided. X DON T change the position of the logo elements relative to one another. X DON T rearrange the logo elements. DON T change the proportions between the symbol and logotype. DON T rotate the logo. X X DON T distort the logo. DON T create a gradient logotype. X X DON T mix colors from the palette. DON T use non-approved colors. X DON T add effects to the logo. 13

14 Color Palettes Primary Palette These are the core colors that give us our personality and reinforce our brand values. By predominantly sticking to these three colors, all materials will be consistent. Oxford Blue RGB 000 / 000 / 051 HEX # CMYK 94 / 88 / 43 / 65 PANTONE 289 C Electric Indigo RGB 102 / 102 / 255 HEX #6666FF CMYK 70 / 64 / 0 / 0 PANTONE 266 C Mayan Blue RGB 051 / 204 / 255 HEX #33CCFF CMYK 59 / 0 / 0 / 0 PANTONE 298 C 14

15 Color Palettes Secondary Palette These colors can be used to support the primary color palette and to create variance when necessary. Never use the secondary colors on their own. They should only be used to complement the core colors. Atomic Tangerine RGB 247 / 148 / 31 HEX #F7941F CMYK 0 / 50 / 98 / 0 PANTONE 715 C Steel Grey RGB 209 / 209 / 212 HEX #D1D1D4 CMYK 17 / 13 / 12 / 0 PANTONE 427 C Soft Green RGB 222 / 255 / 210 HEX #DEFFD2 CMYK 13 / 0 / 23 / 0 PANTONE 7485 C Soft Blue RGB 212 / 238 / 253 HEX #D4EEFD CMYK 16 / 0 / 0 / 0 PANTONE 545 C Mayan Indigo Gradient TYPE Linear COLORS Mayan Blue to Electric Indigo 15

16 Gradient Use Here are some effective ways to use the Mayan Indigo Gradient to enhance the Acumatica brand: The gradient can be used effectively as a background color. It can be used with a 90% opacity over photography. The gradient can be used to provide significant negative space. 16

17 Disrupt the industry with new ways of thinking and doing. 17

18 Typography 18

19 Typefaces Primary: Arial It is the voice of Acumatica and should be used thoughtfully as headlines, lead-ins, or other areas where there is small amounts of text that need to make an impact. Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Regular 19

20 Typefaces Secondary: Source Sans Pro It is a modern san-serif typeface that should be used in areas where legibility is most important. This includes body text, data, and app use. Depending on the usage, the font weight light or extra light can be used. Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%&*()=+ Source Sans Pro Regular 20

21 Involve people to become a part of the conversation. 21

22 Graphic Elements 22

23 Graphics In order to keep our brand looking consistent and cohesive, it is important to choose illustrations that pair well with the look and feel of Acumatica. A good Acumatica illustration uses: Flat colors and shadows High contrast and rounded corners Technology-oriented subject matter Whimsical imagery without being goofy 23

24 Iconography When choosing icons to use for projects or promotional material, it is important that the images fit the Acumatica brand. Icons should be flat, one-color designs with rounded corners. X DON T use icons that are 3D, multicolored, beveled, all straight angles, or use drop shadows. 24

25 Photography When adding photography within the Acumatica brand, it is important to choose photographs that illustrate technology, commerce, movement, and people interacting with our product. It is important to make sure that the photographs are vibrant and clear never pixelated or stretched. 25

26 Marketing Communications All of Acumatica s marketing communication should respect the rules outlined in this guide. Websites, print materials, and promotional materials should: be clear, clean, and refined be organized efficiently have a sense of purpose 26

27 Re-Imagine technology to give people the best experience. 27

28 Verbal Identity 28

29 Brand Voice This is our personality. The way we write, the things we say and do all should use a consistent voice. We want everyone who follows us, reads us, interacts with us, to experience the same personality. Acumatica s voice We re passionate about making the perfect business management solution for our customers. To do this, we ll use not only our expertise, but our collaborative people skills. We ll create trust with our customers and be easy to approach so that people will want to work with us to solve their business challenges. To top it off, we ll stand out by being smart and funny. These attributes expert, trusted, passionate, open and witty make up our voice. Together, they describe the identity of a company that says: We are here to change the world of business. EXPERT TRUSTED PASSIONATE OPEN WITTY 29

30 Brand Voice: What We Sound Like Why It s Important What It Sounds Like Expert Trusted Passionate We are intelligent. In our complex industry, we want to be informative and useful to our customers. We want to them to want to hear from us, we tell them something they don t know. We want to be honest. We call it like it is. We mean what we say and say what we mean. We are held accountable. To continually innovate, it s important to push limits. Be fearless. Never stop being curious to challenge status quo to re-imagine what the product and experience could be. Go all in! Expert communication is: Smart but not smarty pants Informative but not boring Simple but not simplistic Intelligent but open-minded Trusted communication is: Honest but not harsh Passionate communication: Challenges but does not annoy Provokes but does not goad 30

31 Brand Voice: What We Sound Like Why It s Important What It Sounds Like Expert The world of business solutions is complicated enough as it is. We want to be the approachable company that people feel comfortable turning to for their business needs. Our product is open to users to build upon it. Our process is open and we believe in transparency for customers and partners. Open communication is: Easygoing but not lazy Friendly but not insincere Knowledgeable but not preachy Passionate We take our customers business very seriously, but we also want to stand out with a sense of humor that is intelligent and memorable. Witty communication is: Funny but not rude Intelligent but not pandering Memorable but not negative Humorous but not fooling around 31

32 Key Message Areas Use these four key points to focus your message when you re communicating to the public about Acumatica. Our commitment to each of these principles is what makes us unique from other soft ware companies. Excellence We offer the best Cloud ERP solution today. Partnership We will help you run your business together. Where the magic happens. Innovation We challenge the ERP status quo. Customer Success We are focused on enabling success for our customers. 32

33 Your Business Accelerated 33