BRANDING. Styleguide

Transcription

1 BRANDING Styleguide 1

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3 Welcome to Daugherty. We are a passionate group of individuals who believe in providing exceptional value to our clients, an incredible work environment for each other, and unwavering support to the communities in which we live. Our brand is a reflection of that, promoting transparency, innovation and opportunity to share our talents with the world. Below is everything you need to know about how we present ourselves, defining our visual and stylistic elements, to showcase Daugherty to its full potential. Consultants. Clients. Community. Understanding the Daugherty Brand While they complement each other, these identities are unique in look and feel. The Daugherty brand is made up of two distinct identities Daugherty Business Solutions and Team Daugherty. Basically, you can think about these identities like this: Daugherty Business Solutions is what we do, and Team Daugherty is who we are. Together, we represent a powerful brand built on the promise of driving exceptional value to our clients through technology solutions. While they complement each other, these identities are unique in look and feel. Let s break it down. 3

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5 Daugherty Business Solutions What We Do We use this identity for all of our client-facing materials, thought leadership, our corporate website, and company policies. Essentially, this is our corporate persona. Logo Specifications Either version of the logo, horizontal or stacked, is acceptable. Never replace the typeface. Do not use the logo on a busy pattern or background that impairs its legibility. Do not stretch any part of the logo at any time. To maintain legibility of all logo parts, Daugherty must not be smaller than 1 wide. Please ensure white space around the logo is equal to 1x the height of the D in Daugherty. The format cannot be compromised; do not slant or rotate the logo in any way. Brand Language Usages Acceptable Daugherty Business Solutions Daugherty Not Acceptable DBS 5

6 Daugherty Business Solutions uses a very clean design aesthetic, making use of white space and cool color tones for a forward-thinking, tech-savvy appearance. Just like there s nothing unnecessary about the technology solutions we provide to our clients, the same applies to our brand style. You won t see superfluous design elements like complex background patterns or needless embellishments in our layouts. Images We use a variety of stock and custom graphics with the Daugherty Business Solutions identity. Elements of these include: Diverse people working and collaborating Modern, development atmosphere Action-focused single subject shots Open workspaces Use of color blocks and typography can be used to highlight short headlines in conjunction with the photo; copy should never be placed directly on the photo. 6

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9 Team Daugherty Who We Are This is our cultural face, which spun out of our corporate persona as a way for recruiting to uniquely showcase the vibrant voices of our company. You ll see this branding on all of our social media accounts, internal communications, and anything having to do specifically with the personalities of our people or company culture. Logo Specifications Never replace the typeface. Diameter of logo should not go below 1. Do not stretch any part of the logo at any time. Please ensure white space around the logo equal to height of D in Daugherty. The format cannot be compromised; do not slant or rotate the logo in any way. When placed on darker background, include white border around edge of circle. Tagline Experience Beyond Attempt to keep the Team Daugherty logo within the circle at all times in its current color scheme. If a need arises where this is not possible, please consult marketing for alternative solutions. 9

10 Team Daugherty builds on the identity of Daugherty Business Solutions by grounding it in warm, earthy elements such as weathered wood and coffee. Visuals take advantage of white space and draw the viewer into warmth and conversation as if they were sitting at a local coffee shop. Images Images for Team Daugherty are less about the people in them and more about the feel of the environment and how the viewer interacts with it. Everything should be shot in first-person perspective, making sure the viewer feels included in any action featured. This may include sitting and collaborating with a team at a conference table, standing in a meeting, or working alone with a laptop. Viewer should feel part of the photo, not as an outsider looking in to the environment. There should also be an area of low noise that will allow for copy to be placed directly on the photo. 10

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12 Typography We ve chosen two fonts that are very flexible for any use, one serif and one sans. The sans font has 5 weights, providing multiple emphasis points within copy and headlines. The serif has high legibility for use in longer text-based documents. You can download these fonts at the link: Please note These are not standard fonts. If you are sending a Word or PowerPoint presentation to a client, you ll need to export the document as a PDF. If that is not an option, use Arial as your font choice. Open Sans Open Sans Light AaBbCcDd Open Sans Light Italic AaBbC Open Sans AaBbCcDdEeFf Open Sans Italic AaBbCcDdE Open Sans Semibold AaB Open Sans Semibold Italic Open Sans Bold AaBbCcD Open Sans Bold Italic AaB Open Sans Extrabold Aa Lora Lora AaBbCcDdEeFfGgHh Lora Italic AaBbCcDdEeFfG Lora Bold AaBbCcDdEeFfG Lora Bold Italic AaBbCcDd 12

13 Brand Voice We are Smart and Approachable and believe in people Smart: We are Subject Matter Experts who have deep technology skills and a strong business acumen to solve even the toughest challenges. Approachable: We re fun and easy to work with, solving business challenges with a commitment to an easy to understand format. This translates to how we cultivate new team members, providing career development in a local consulting model. Copy Tone So, what does our brand voice mean for our copy tone? It means that we re human. Sometimes we ll use colloquial language, including contractions, which is more familiar to how people talk and communicate. We won t speak in overly technical jargon or talk down to anyone. We re a helpful, curious and honest group interested in connecting and helping others. 13

14 A Few Copy Rules Commas We do not use the Oxford comma in Daugherty Communications unless it is a complex series of three. For a simple series, skip the comma. Quotation Marks Punctuation should go inside the quotation mark, including question and exclamation marks. Exclamation Marks You can use them, but please don t over do it, and never under any circumstances include multiple exclamation marks at the end of a sentence. Website all one word, lowercase unless it s at the start of a sentence. Web Always capitalized. one word, no hyphen. Startup one word, no hyphen. 14

15 Daugherty on Social Media Daugherty is active on social media. Be sure to follow us and share your own #TeamDaugherty experiences by using one of our common hashtags listed below. #TeamDaugherty #DaughertyLife #DaughertySTL #DaughertyMSP #DaughertyDAL #DaughertyCHI #DaughertyATL Download the Daugherty Communications Mobile App for ios or Android. 15

16 Have Questions? Daugherty Business Solutions 16