Blackfoot Brand Playbook

Transcription

1 Blackfoot Brand Playbook Guidelines for Managing Blackfoot s Corporate Identity January 2018, v2

2 Overview Blackfoot s brand identity is more than just our logo. It consists of specific colors, fonts, graphic treatments and imagery. This playbook provides guidelines that describe how to use the elements of our brand consistently. This playbook includes three sections: Section 1: Logo Usage Section 2: Corporate Style Section 3: Product Branding Brand guidelines play an important role in managing perceptions of Blackfoot. Every time we communicate with customers, prospects, partners and the community, it is essential to build and reinforce a consistent message. Thank you for helping champion the Blackfoot brand! Marketing is generally responsible for maintaining Blackfoot s brand strategy and identity. Brand Strategy: Lacey Hawkins Brand Maintenance: Marketing Team Brand Key Stakeholders: Marketing, Sales, Product, Community Brand Champions: All Employees If you have any questions regarding this playbook, please contact marketing@blackfoot.com Blackfoot Brand Playbook 2

3 Section 1: Logo Usage Blackfoot s logo is the combination of the circle B icon, the word Blackfoot, our tagline and the specific fonts and colors that are used. Blackfoot s logo can be used in a horizontal or vertical treatment. Our master logo includes the tagline Connect to more. and the use of. The logo should be used on all corporate assets, collateral and communications including (but not limited to) marketing campaigns, digital mediums ( , website), customer forms, internal communications, swag, and stand-alone pieces. Minimum Size The minimum logo size for print is 1.5. The logo may be scaled smaller for online uses. The icon can be scaled as small as 16px x 16px for as the website icon. Blank Space Leave 1/8 of blank space around the logo. No elements, type or blocks of color should extend into the white space. Tagline Blackfoot s tagline should always be used in conjunction with the logo, to honor our trademark. 1.5" minimum for print = 1/ Blackfoot Brand Playbook 3

4 LOGO STYLES Choose a background color or image that allows for sufficient contrast between it and the logo. The horizontal or vertical version of the logo should be selected based on the design space, with a goal to maximize our logo visibility. Standard Logo May be used on white or gray, up to 15%. Reverse Logo May be used on black or gray, no less than 85%. Single Color Logo Mainly used for promo items when color selection is limited. Red logo may be used on white, light gray or black background. White logo may be used on black, dark gray or red background. No Gradient Logo Used for stitched logo, it is 3 colors: gray, red and white. May be used on white or light gray. May be used on black or dark gray Blackfoot Brand Playbook 4

5 Grayscale Logo Mainly used for corporate bill statements, to save on print costs. To be printed on white only. Two-Color Logo Mainly used for corporate stationary, to save on print costs. To be printed on white only, to ensure icon B is white. Logo Icon May be used as stand-alone element if the master logo is also used on the asset. Opacity can be scaled on a white background, no less than 10% Blackfoot Brand Playbook 5

6 IMPROPER LOGO USAGE Do not alter the proportions of the logo. The B icon should always be a perfect circle. Tip: Hold the shift key when you resize the logo to keep it proportionate. Do not use scanned, pixelated or low-resolution logos. Tip: If the logo looks fuzzy or out of focus, your file is too small. Do not use the logo on busy backgrounds. Do not screen the logo behind text. Lorem ipsum dolor sit amet, consectetur elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Excepteur sint occaecat cupidatat non proident una, sount in culpa qui officia et dolore agnas. Refer to the Logo Styles section for approved background colors Blackfoot Brand Playbook 6

7 FILE FORMATS Blackfoot s logo is available in the following formats. File Type JPEG TIFF PNG PDF EPS Preferred Usage Most popular file, best used for print applications / CMYK Transparent background for reverse application of logo / CMYK Best used for online or digital applications / RGB High resolution file, best used for large scale jobs Vector-based, product quality logo (typically used by vendors) For further information on Blackfoot s graphics standards or to obtain artwork, please contact marketing@blackfoot.com Blackfoot Brand Playbook 7

8 Section 2: Corporate Style CORPORATE COLORS Our primary corporate color palette is: red, orange, dark gray and white. In general, we will use colors in our design elements to identify the audience. You ll see this breakdown in our collateral and on the website. Red = Business Orange = Residential Dark Gray = Wholesale Color values are provided below. Process (CMYK) Spot PMS RGB Hex # Audience C15.M95.Y100.K0 PMS 185 R210.G52.B42 D2342A Business C0.M70.Y95.K0 PMS 166 R243.G112.B41 F37029 Residential C0.M0.Y0.K85 Black 7 R239.G62.B Wholesale C0.M0.Y0.K0 R255.G255.B255 FFFFFF *Preferred use is the CMYK version of the logo. (Only use PMS when necessary.) 2018 Blackfoot Brand Playbook 8

9 CORPORATE FONTS Sans Serif Print Font Family: Museo Sans (For use on headings, call outs, etc.) Museo Sans 100 Museo Sans 300 Museo Sans 500 Museo Sans 700 Museo Sans 900 Sans Serif Online Font Family: Open Sans (For use on webpages, , online copy, etc.) Open Sans Light Open Sans Open Sans Semibold Open Sans Extrabold Serif Print Font Family: Palatino Linotype (For use on body text or large blocks of printed text.) Palatino Linotype Palatino Linotype Bold Palatino Linotype Italic 2018 Blackfoot Brand Playbook 9

10 ADDITIONAL BRANDING ELEMENTS In addition to our logo, there are other elements which should be used to help identify the Blackfoot brand. General Direction Overall, design elements should reflect circles and curves that mimic the movement in the logo (such as the curve graphic used on business cards, circle product iconography, etc.). Note the subtle gradient on the curves that is consistent with the logo icon. Product Tagline The product tagline should be used alongside the logo to add context to our products and services. Products should always be listed in the same order. Style: Museo Sans 100, Dark Gray, each word is capitalized, split with vertical bars, list products consistently in the same order. Voice Data Cloud IT Services 2018 Blackfoot Brand Playbook 10

11 Website The website URL should be used whenever possible with the logo, as a means to learn more about Blackfoot or contact us. Always use Blackfoot.com, with no www. Style: Museo Sans 300, Red, Capitalize Blackfoot Blackfoot.com Whenever possible, the products and website should be used together as one tagline. Voice Data Cloud IT Services Blackfoot.com Community Support Seal When promoting Blackfoot s community support efforts, use the Community Support Seal as a design element. It should be used as a stand-alone logo, since it includes the Blackfoot logo in the middle. A good use of this is on print ads related to an event sponsorship. Image Selection When selecting an image, it should feel authentic to our region (no major skyscapes, business casual vs. suits, mountains/greenery). General direction: People: Our region is less ethnically diverse. Keep this in mind when selecting photos. Clothing should be business casual. Technology: You may use images of technology to represent our products. If it s focused on the technology, ensure it is an accurate representation that doesn t feature any brands. You may also use images of people interacting with technology that aligns with our products and services Blackfoot Brand Playbook 11

12 Section 3: Product Branding Blackfoot does not maintain separate logos, taglines or TMs for any of our products. In general, the product name describes the technology (ie, Integrated Services). This requires less consumer education. The one exception is Ergo because it s our custom solution, and the unique name represents more than just our Hosted IP solution it s all the value that Blackfoot delivers. Ergo should always be capitalized, and should not use a or a separate logo. Future Guidance Campaigns will address individual products (without needing a separate brand) like offering an Office in a Box or Stream Bundle. If we create a new custom product, we should consider a unique name (like Ergo) Blackfoot Brand Playbook 12

13 PRODUCT ICONOGRAPHY When representing Blackfoot s products, you may use the following iconography: Business Services Voice Data Cloud IT Services Note: Products should always be listed in the same order as the tagline, even if icons are used. Residential Services Bundled Savings Broadband Home Phone Web Hosting 2018 Blackfoot Brand Playbook 13