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Contents Overview 3 Brand Personality/Tone Specifics 4 Logo 5 Logo Sizing and Color 6 Logo with Taglines 7 Incorrect Logo Usage 8 Color Palette 9 Typography Style 10 Illustration Style 11 Logo - with Tagline 12 Typography Incorporated 13 Photography 14 Photography Sample Usage 16 Photography Sample Usage 17 CONTENTS 2
Where did it all begin? Did it all start with the first company to eliminate their three-piece suit requirement? Or the first company to relax their necktie policy? Or did it begin with the very first Hawaiian shirt day? One thing is for sure, we all seem to do business a little differently these days. And it s summed up in a two-word phrase: business casual It s more than a dress policy. It s become a corporate philosophy. Today it implies a place of trust. It implies place where ideas and innovation can flow freely without the traditional encumbrances of, well, stodgy traditional encumbrances. It s who we are. It s what we re all about. This is what makes us a little different. Not that we re the only ones that embrace a more informal working environment. But that mentality is a big part of our identity. Why? It s simple, really. We have a chance to be more innovative because we feel a little more freedom. More productive because we re a little more relaxed. A little more trustworthy because we can be just as personable as we are professional. It s the DNA of who we are and what we re all about. In the simplest terms: we embody a spirit of innovation. The point is, because we re a little different, the message we send to our customers should be a little different, too. Our corporate culture should be reflected in the language we speak. Everything we say should help reinforce what our DNA is and what we re all about. OVERVIEW 3
Brand personality/tone specifics Because we re evolving as a business, our communication should take that next step forward too. It should be reflected in the language we publicly speak. This evolution isn t a radical step forward, or a giant sidestep. It s a simple move forward. And because we re speaking both visually and verbally, we can afford to be a little more causal. The focus of the language is to find a nice balance with the visuals and a genuine launching pad of communication. The sweet spot is: Genuine Sometimes funny Intelligent Likeable Professional Al ways sincere Fun Contemporary Credible Personable BRAND PERSONALITY/TONE SPECIFICS 4
ClearOne Logo Preferred logo The most important element of the identity system is the logo. The preferred logo should be used on all print and electronic media for a consistent identity. Always use approved electronic art when using the logo. The standard ClearOne logo is one-color; Dark Grey PMS 432. The logotype is a modified mixed sanserif typeface, do not attempt to recreate the logotype by typing it. Always use approved electronic artwork for the logotype, as it has been modified and properly letterspaced. Several versions of the logotype have been supplied, for usage over a variety of sizes. When typing the name ClearOne, always capitalize C and O in a one-word treatment for the rest of the name. LOGO 5
Option 1 Pantone 432 Option 2 Black 1" (72px) Logo sizing A variety of applications will require flexibility in the size and proportions of the logo. Option 1 and option 2 provide that flexibility. Option 1 is the primary treatment and will work in most applications. Option 2 has been refined to work in minimum size of one inch or 72 pixels. One color Where circumstances require the use of a one-color logo, use the appropriate artwork. There are two one-color variations available. The logo may be printed in Pantone 432 or Black. LOGO SIZING AND COLOR 6
Logo with taglines Logo with Background Color Logo usage guidelines Where circumstances require printing the logo over a dark background, use the appropriate artwork. The ClearOne logotype changes to white and the background may be printed in Black, Pantone 432 or Pantone 551. Taglines may use secondary colors. LOGO WITH TAGLINES 7
Example 1 - Don t combine other graphic or typographic elements with the ClearOne logo Communications Example 2 - Don t apply special visual effects (i.e., blurs, bevels, or drop shadows) to the Clear One Logo Example 3 - Don t distort or change the proportions of the ClearOne Example 4 - Don t place the ClearOne logo over patterned backgrounds Incorrect logo usage These restrictions apply to all ClearOne logo instances, across all media, including electronic and print. INCORRECT LOGO USAGE 8
Main CMYK RGB PANTONE WEB SAFE C 23 M 2 Y 0 K 77 R 46 G 53 B 56 432 U #2E3538 CMYK RGB PANTONE WEB SAFE C 27 M 3 Y 0 K 13 R 46 G 53 B 56 551 U #A2C1CD Accent CMYK RGB PANTONE WEB SAFE C 0 M 61 Y 97 K 0 R 255 G 99 B 6 158 U #FF6306 CMYK RGB PANTONE WEB SAFE C 0 M 0 Y 0 K 11 R 227 G 227 B 227 427 U #E3E3E3 CMYK RGB PANTONE WEB SAFE C 1 M 88 Y 0 K 0 R 235 G 68 B 152 219 U #FF3399 Color palette usage guideline Pantone, CMYK, WEB, and RGB values have been defined for ClearOne primary and accent colors. Apply them correctly to the appropriate media. The standard or base for any colormatching in any medium is the Pantone color swatch on the UNCOATED chips. The ClearOne color palette is composed of a main color palette and an accent color palette. Accent colors are intended only for smaller areas of color and as an enhancement to not a replacement for the colors in the main palette. Pink and Orange may NEVER be used together on a design. COLOR PALETTE 9
Body Copy Font Swiss Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Font Usage Examples Incorrrect Font Usage Examples New CHAT 70 New CHAT 70 Headline Fonts Swiss Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Swiss Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Desirel ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Web Font Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Sounds good to me Headline ClearOne uses the Swiss721 font family for headlines and copy in all printed corporate documents Headline ClearOne uses the Swiss721 font family for headlines and copy in all printed corporate documents Headline ClearOne uses the Swiss721 font family for headlines and copy in all printed corporate documents Headline ClearOne uses the Swiss721 font family for headlines and copy in all printed corporate documents Font usage guideline ClearOne uses the Swiss721 font family for headlines and copy in all printed corporate documents. For web use, Arial is an acceptable substitute for Swiss 721 which may not show clearly in all browsers. Designers may use headline fonts, in moderation, to emphasize important ideas. Product Names and Trademark terms should NEVER use headline fonts. TYPOGRAPHY STYLE 10
Illustration Style Illustration usage guideline Integrating illustration can also enhance designs. It s important to use sparingly as not to distract from the products and information. Illustrations can be used in conjunction with photos to add extra info/direction for consumers in a fun way. ILLUSTRATION STYLE 11
Example taglines that can be used with the logo Sounds good to me Imagine what it s like to really connect Let s chat Great ideas need to be heard We put the world on speaking terms We provide audio and video conferencing products to the world Sounds good to me Great ideas need to be heard Logo - with tagline Headlines emphasize ClearOne s business casual attitude. A friendly intro of what consumers can can expect when interacting with the ClearOne brand. + Taglines should mostly utilize the accent color palette. + It s important that taglines have an impact, but not overpower the logo. + Taglines may as well be used independent of the logo when appropriate. LOGO - WITH TAGLINE 12
Typography Incorporated Great ideas need to be heard Sounds good to me Let s Chat Sounds good to me Imagine what it s like to really connect We put the on speaking terms We provide audio conferencing products to the TYPOGRAPHY INCORPORATED 13
Photography Usage Guidelines Photography should be complementary to the primary and accent colors of ClearOne. Photography should be simple and clean in its usage. When selecting stock photography it is important that images do not appear too staged. Photography should NEVER contain competitive equipment. 14 PHOTOGRAPHY
Photography Usage Guidelines PHOTOGRAPHY 15
Example Usage Product Example Usage Let s Chat Sounds good to me PHOTOGRAPHY SAMPLE USAGE 16
Literature Example Usage Web Example Usage Your Challenge We need something now AV budgets are tight, but our AV needs are very real in our new facility. We need an immediate solution for the first 2 floors; but we will eventually be expanding into all 5 floors and the adjacent building. Printed Displays Example Usage Budgets are tight, our outlook isn t Meeting our business objectives today means time and budget are running low. However, future growth means our solution must be scalable. We can t have a solution that limits our communications it must grow with us. VIEW is the solution Our Solution VIEW provides full functionality today, with the ability to grow; virtually infinite scalability. No need to remove or replace costly network pieces or limited-function networks. Use your existing infrastructure network or create a new platform for your future. PHOTOGRAPHY SAMPLE USAGE 17