JAMF Software Brand Guidelines Revision Date: January 22, 2014
Table of Contents Section 1 Introduction Section 3 The Casper Suite and Other Product Identities JAMF Software Introduction 2 Casper Suite and Other Products 15 The Relationship Between JAMF Software and the Casper Suite Naming Misuse Voice Words Typography 4 5 7 8 Product Logos Clear Space Full-color Logos Logo Color Variations Logo Misuse 16 17 18 19 20 Section 2 JAMF Software Identity JAMF Software Logo Clear Space Logo Color Variations Logo Misuse Logo Placement 9 10 11 12 13 14
Introduction At JAMF Software, our dedication is to achieving the highest level of quality in our products and services. We are focused on our customers receiving the full product experience. Our brand is a representation of our core values and must reflect our high standards and quality; if our brand is not represented consistently and accurately, that perception of quality may be compromised. Our customers recognize the JAMF Software brand as a representation of our deep knowledge of the space in which we operate and a dedication to helping them solve their problems. Embracing the following style guidelines will help us maintain our high level of quality. As employees and partners maintain these standards consistently, the brand we have worked so hard to build together will be protected, continuously increasing in stature. At the end of the day, our overarching goal is to help our customers succeed. Through our mutual efforts, that goal can be achieved. JAMF Software Brand Guidelines Section 1 - Introduction Page 3
The Relationship Between JAMF Software and the Casper Suite Understanding the relationship between JAMF Software and the Casper Suite is crucial to properly representing the company and the products we create. While these two brands work together to shape our identity, they are two complementary entities that serve different purposes. JAMF Software is an overarching brand, encompassing our products, services and culture. The Casper Suite identity is a direct descendent of the JAMF Software brand. This is our leading product and can be used in tandem with the JAMF Software identity. The two are often spoken about together, however it is important that the line between them is not blurred. Clarity between the two protects our brand and ensures nothing is lost in our message. We are JAMF Software and we create the Casper Suite. JAMF Software Brand Guidelines Section 1 - Introduction Page 4
Naming Misuse Consistency Consistency when referring to JAMF Software and the products we create is a key component in maintaining a strong identity. The proper use of capitalization, style and naming conventions reinforces the authority of our message. JAMF Software When referring to JAMF Software, do not shorten the company name by removing the word Software. The JAMF in JAMF Software must be in uppercase. For example: JAMF Software creates the Casper Suite. not Jamf Software creates the Casper Suite. JAMF creates the Casper Suite. Note: the word Software has been removed The Casper Suite Do not shorten product names or refer to a product as simply a suite, or as. When listing products, do not include the in front of product names. The products should be listed in the following order: Casper Suite Casper Focus Composer Do not combine the JAMF Software and Casper Suite names when speaking about the company and product at the same time. They are two separate entities. For example: JAMF Software creates client management software called the Casper Suite. not JAMF Casper is client management software. JAMF Software Brand Guidelines Section 1 - Introduction Page 5
Naming Misuse Style When writing out JAMF Software, or the name of any JAMF Software products, keep all words on the same line together. URL usage Any JAMF Software URL should be written excluding the http:// element. For example: www.jamfsoftware.com or jamfsoftware.com not http://www.jamfsoftware.com Capitalization Always capitalize product names. In prose, include a lowercase the in front of the product names. When beginning a sentence with a product name, use The in front of the name, excluding Composer. For example: The Casper Suite simplifies management for the Apple platform. With the Casper Suite, management of the Apple platform is simple. not Simplify your client management with The Casper Suite. Simplify your client management with Casper Suite. Note: this sentence is missing the word the in front of the Casper Suite Additional naming misuses JumpStart not Jump Start or Jumpstart The JAMF Software Server (JSS): Spell out the full name and include the acronym in parantheses on first reference; use JSS for subsequent references. JAMF Software Brand Guidelines Section 1 - Introduction Page 6
Voice Words Words have the power to evoke specific thoughts and emotions, and paint a picture in the reader s mind. Sometimes it is natural to repeatedly attach specific words to an object or idea because they so effectively convey the desired message. At JAMF Software, we frequently return to voice words we believe genuinely express the qualities of our products. The Casper Suite We encourage these words to be used in any form of communication associated with the Casper Suite: Best-of-breed Breadth Depth Easy Flexible Graceful Practical Reliable Simple Unmatched ios management The beauty of mobile devices is they enable freedom and flexibility for end users. Language related to ios management should reflect that freedom. Incorporating the following words into ios related communication materials helps reflect the elegance of ios while speaking about ios management: Collaborate not control Encourage not enforce Grant access not lock down Publish apps not push apps JAMF Software Brand Guidelines Section 1 - Introduction Page 7
Typography Not only does text provide information, but it is also visually valuable. Uniformity in typography ensures a clean look and feel when communicating the JAMF Software message. JAMF Software s externally facing materials use one typeface: Helvetica Neue. Digital forms of communication should use Helvetica Neue 12 point. This type of communication includes email, documents and Keynote presentations. All marketing and/or advertising materials should use Helvetica Neue. Please contact JAMF Software to request examples and templates for marketing documents. Helvetica Neue ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890! JAMF Software Brand Guidelines Section 1 - Introduction Page 8
JAMF Software At JAMF Software, we strive to provide solutions. The JAMF Software motto describes our primary goal, and the driving force behind the company. There are eight words associated with our brand that reflect our primary objective: Helping the enterprise succeed with the Apple platform. These words shed light on not only where we came from, but also where we will continue to focus. Establishing a mutual purpose, then determinedly focusing our efforts to fulfill that purpose, will ensure that everyone involved stays together on the same steady course. JAMF Software Brand Guidelines Section 1 - Introduction Page 9
Logo The JAMF Software logo consists of two parts the wordmark and the watermark. These two elements must remain in a fixed relationship and should never be separated or altered. The JAMF Software watermark may be used alone only by JAMF Software for approved purposes. The JAMF Software logo may be resized proportionately, but never distorted. Adjustment of logo colors and backgrounds are acceptable only in accordance with the approved color swatches from this style guide. Wordmark Watermark Logo JAMF Software Brand Guidelines Section Section 2 - JAMF 1 - Introduction Software Identity Page 10
Clear Space It is important that the JAMF Software logo never compete with other text, graphics or logos. Perception of the company can be contingent upon how the brand is presented to the world. The logo must be surrounded on all sides by an appropriate amount of clear space - a height equal to the s in the JAMF Software wordmark, as shown below. This clear space should be proportionately maintained when the JAMF Software logo is adjusted in size. JAMF Software Brand Guidelines Section Section 2 - JAMF 1 - Introduction Software Identity Page 11
Logo Color Variations The JAMF Software logo should be reproduced in color when possible. The Pantone, RGB, and CMYK color guide is defined below. The most effective background color is white because it provides a crisp appearance, although a fullreverse may be applied with a black background and white text if color reproduction is not available. Blue logo Pantone 288C CMYK: 95/77/14/2 RGB: 36/80/145 HEX: #1F4075 Black logo Pantone Black 4C CMYK: 0/22/100/89 RGB: 28/22/1 HEX: #333333 Reverse logo CMYK: 0/0/0/0 RGB: 255/255/255 HEX: #FFFFFF JAMF Software Brand Guidelines Section Section 2 - JAMF 1 - Introduction Software Identity Page 12
Logo Misuse Incorrect usage of the JAMF Software logo can diminish the value and effectiveness of the company s message. The following examples represent only a small sample of potential logo misuses. To ensure consistent representation of the JAMF Software logo, never attempt to re-create it. Always use approved artwork available from JAMF Software. Do not bleed or crop the logo Do not rearrange the elements of the logo Do not change the shape of the watermark Do not change the color of the watermark Do not stretch the logo Do not change proportions of the logo s elements Do not change the color of the logo JAMF Software Brand Guidelines Section Section 2 - JAMF 1 - Introduction Software Identity Page 13
Logo Placement Whenever possible, the JAMF Software logo should be placed in the upper or lower right-hand corner in full color. Consistent placement on communication materials helps to reinforce the JAMF Software brand. Clear space from each edge should be proportionally equal to one-half inch on a letter sized document. Scale clear space proportionally on smaller documents. JAMF Software Brand Guidelines Section Section 2 - JAMF 1 - Introduction Software Identity Page 14
Casper Suite and Other Products JAMF Software creates a range of products, including our flagship lifecycle management product the Casper Suite. While each of the products are related and many have similar capabilities, each product is a distinct brand and should not be confused or misrepresented. Each time we discuss a JAMF Software product, we have an opportunity to enhance its brand and distinguish its unique position within the ecosystem. Representing the brand of each product properly by using their full product names and corresponding logos is equally as important as referring to JAMF Software consistently. Through consistent and accurate reinforcement of the products and their capabilities, we are able to clearly communicate the thought and care that has been invested in developing a breadth and depth of offerings to help customers succeed with the Apple platform. JAMF Software Brand Guidelines Section 1 - Introduction Page 15
Product Logos JAMF Software product logos consist of two parts the wordmark and the badge. These two elements must remain in a fixed relationship and should never be reproduced or altered. Ideally, the wordmark and badge should be displayed together, however on rare occasions the badge may be used alone. If you intend to use the badge alone, please consult JAMF Software before doing so to ensure your proposed usage is appropriate. The Casper Suite product logo may be resized proportionately, but never distorted. Adjustment of logo colors and backgrounds are not acceptable and they should be reproduced in color when possible. Badge Wordmark Badge Wordmark Logo Badge Wordmark Logo Logo JAMF Software Brand Guidelines Section 3 - The Casper Section Suite 1 and - Introduction Other Product Identities Page 16
Clear Space It is important that the Casper Suite product logos never compete with other text, graphics or logos. Perception of the company can be contingent upon how the brand is presented to the world. The logo must be surrounded on all sides by an appropriate amount of clear space - a height equal to the c in the Casper Suite wordmark, as shown below. This clear space should be proportionately maintained when the Casper Suite logo is adjusted in size. JAMF Software Brand Guidelines Section 3 - The Casper Section Suite 1 - Introduction and Other Product Identities Page 17
Full-color Logos Product logos should be reproduced in full-color when possible. Light Lime CMYK: 23/0/48/0 RGB: 201/225/158 Lime Green CMYK: 47/1/99/0 RGB: 148/199/63 Light Yellow CMYK: 0/5/32/0 RGB: 255/236/184 Yellow CMYK: 0/17/80/0 RGB: 255/209/79 Light Red (Composer) CMYK: 2/24/11/0 RGB: 243/201/204 Medium Gray (All) CMYK: 18/13/13/0 RGB: 208/210/211 Blue CMYK: 76/49/16/0.5 RGB: 73/120/167 Light Blue CMYK: 25/7/0.5/0 RGB: 185/214/239 Dark Gray (All) CMYK: 20/20/20/70 RGB: 87/84/84 Red (Composer) CMYK: 12/99/96/2 RGB: 209/37/43 JAMF Software Brand Guidelines Section 3 - The Casper Section Suite 1 - Introduction and Other Product Identities Page 18
Logo Color Variations The Casper Suite logo should be reproduced in full color when possible. The Pantone, RGB, and CMYK color guide is defined below. If color is not an option, a one-color blue, black or full-reverse may be used. One-color logo Pantone 653C CMYK: 95/77/14/2 RGB: 73/120/167 HEX: #1F4075 Black logo Pantone Black 4C CMYK: 10/10/10/95 RGB: 28/22/1 HEX: #333333 Reverse logo CMYK: 0/0/0/0 RGB: 255/255/255 HEX: #FFFFFF JAMF Software Brand Guidelines Section 3 - The Casper Section Suite 1 - Introduction and Other Product Identities Page 19
Logo Misuse Incorrect usage of the Casper Suite and product logos can diminish the value and effectiveness of the company s message. The following examples represent only a small sample of potential logo misuse. To ensure consist representation of the Casper Suite and other product logos, never attempt to re-create them. Always use approved artwork available from JAMF Software. Do not bleed or crop the logo Do not rearrange the elements of the logo Do not change the shape of the badge Do not change the color of the badge Do not stretch the logo Do not change proportions of the logo s elements Do not change the color of the logo JAMF Software Brand Guidelines Section 3 - The Casper Section Suite 1 - Introduction and Other Product Identities Page 20