OUR COMPANY. OVERVIEW Founded in 2006, Sierra Experts is an Information Technology services provider headquartered in Pittsburgh, Pennsylvania.
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1 BRAND & STYLE GUIDE
2
3 TABLE OF CONTENTS Our Company...4 Our Brand The Logo Logo Positioning...9 Typography...10 Colors...11 The Sierra Swoosh...12 Our Mascot...13 Imagery...14
4 Page 4 Sierra Experts Style Guide OUR COMPANY OVERVIEW Founded in 2006, Sierra Experts is an Information Technology services provider headquartered in Pittsburgh, Pennsylvania. MISSION We deliver reliable and cost-effective IT solutions that meet the needs of our customers. OUR SERVICES Sierra specializes in: Remote Monitoring & Management of Computing Systems Cloud/Virtual Systems Hosting Physical Server Hosting Website Design, Management, and Hosting Graphic Design Custom Software Development VoIP/SIP PBX Trunks Hardware/Software Reselling
5 Page 5 Sierra Experts Style Guide The branding for Sierra Experts should communicate visually the essence of our company.
6 Page 6 Sierra Experts Style Guide OUR BRAND COMMUNICATES THE FOLLOWING SIMPLICITY OF PURPOSE What Sierra does for its customer is simply stated by our brand. We do what our tagline says. EXCITEMENT Our brand is an exciting one. Working at Sierra is exciting. We want our customers and prospects to sense this when choosing to do business with us.
7 Page 7 Sierra Experts Style Guide THE LOGO VERTICAL LOGO When space and the application allows, the vertical color logo with the tagline should be used. If there is not enough room for the logo with the tagline to appear with a minimum width of 1, the logo without the tagline should be used. The logo should appear at a width smaller than 1 only if the application creates such restrictions, such as a pen (proper usage depicted in Figure 4). FIGURE 1 FIGURE 2 FIGURE 3 FIGURE 4 Minimum Width = 1 Vertical logo with tagline Vertical logo without tagline Minimum width that the vertical logo with the tagline can appear The vertical logo when a width of less than 1 is necessary
8 Page 8 Sierra Experts Style Guide THE LOGO HORIZONTAL LOGO When space available is proportionally wider than the space is tall, the horizontal logo should be used. The tagline may or may not be included at the designers discretion. FIGURE 1 FIGURE 2 Horizontal logo with tagline Horizontal logo without tagline
9 Page 9 Sierra Experts Style Guide LOGO POSITIONING The Sierra logo should always be placed with white space around it that is, at a minimum, the size of the largest circle in the Sierra swoosh. When measuring this distance, measure the left distance off of the letter s instead of the swoosh, as illustrated below. Measuring off of the letter s must also be done when centering the logo, or else it will optically appear unbalanced.
10 Page 10 Sierra Experts Style Guide TYPOGRAPHY The Sierra Logo uses the font Hoefler Text for the word Sierra, Open Sans Light Italic for the Experts, and Open Sans Regular for the tagline. These fonts should not be used for other content. Hoefler Text: sierra Open Sans Light Italic: experts Open Sans Regular: We do IT differently. Sierra marketing materials use the font family Open Sans and all of its variants, such as those listed below. Open Sans variants should be used freely in combination with the colors on the next page to create dynamic text with a clear hierarchy. Open Sans Extra Bold- Main Heading Open Sans Bold- Main and Sub Headings Open Sans Regular - Body Text Open Sans Semibold Italic- Accent Text Open Sans Light - Accent Text
11 Page 11 Sierra Experts Style Guide COLORS The logo can often be seen in full color, 1 color, or inversed white (on a dark background). sierra/tagline # #EB2026 # #2E3C46 #82B3E0 #D6E7F7 #BBBCBF #EB2026 #991A1E
12 Page 12 Sierra Experts Style Guide THE SIERRA SWOOSH The Sierra Swoosh is often used as an accent on graphics at varying degrees of opacity. The color of the Swoosh can be one of Sierra s brand colors or pulled from the graphic s colors. The swoosh can bleed off the edge of the piece.
13 Page 13 Sierra Experts Style Guide OUR MASCOT xbert xbert is Sierra s company mascot, and should be present in marketing and promotional materials whenever possible. xbert can be presented in a variety of ways, such as waving, holding items, cropped at the shoulders or wearing themed clothing. xbert cropped xbert standard xbert wearing themed clothing xbert holding items
14 Page 14 Sierra Experts Style Guide IMAGERY VECTOR ILLUSTRATIONS FLAT ICONS STOCK PHOTOGRAPHY
15 SierraExperts.com
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