Brand Guidelines. January Acumatica Brand Identity Guide - Jan

Transcription

1 Brand Guidelines January 2014 Acumatica Brand Identity Guide - Jan

2 Contents Intro Our Mission... Brand Promise... Brand Values... Guide Importance Graphic Elements Graphics... Iconography... Mark... Photography Identity Logo... Logo Space... Logo Colors... Logo Misuses Marketing Communications... Verbal Identity Brand Voice... Using Our Voice... Key Messages Color Palettes Gradient Use Typography Primary Typeface Secondary Typeface Acumatica Brand Identity Guide - Jan

3 Intro Acumatica Brand Identity Guide - Jan

4 Intro At Acumatica, we strive to provide excellence, community, integrity, and curiosity. Our Mission At Acumatica, we will achieve our vision when we: Inspire people to work smarter, with better tools. Involve people to be part of the conversation. Disrupt the industry with new ways of thinking and doing. Re-imagine technology to give people the best experience. Acumatica Brand Identity Guide - Jan

5 Brand Promise We are here to make the perfect business management solution for you. Acumatica Brand Identity Guide - Jan

6 Brand Values Excellence We work hard to give the customer the best quality product or experience in everything we do. Community We listen to and care about our community and want to give that human touch in all that we do. Integrity We do the right thing for the right reason. We trust and are trusted. Curiosity We strive to be inquisitive, to explore new frontiers and ideas that advance the world. Acumatica Brand Identity Guide - Jan

7 Use these assets and guide to accurately communicate the Acumatica brand. Why is this guide important? Our brand is more than our logo. It is a design scheme made up of a number of core elements and guiding principles that combine to create a distinctive look and feel that is immediately recognisable as Acumatica. This guide will help to familiarize you with the core brand elements to assist you in designing and producing dynamic and powerful communications with a degree of flexibility. Acumatica Brand Identity Guide - Jan

8 Inspire people to work smarter, with better tools. Acumatica Brand Identity Guide - Jan

9 Identity Acumatica Brand Identity Guide - Jan

10 Logo Mark Logotype Logo Our logo is the most visible element of our identity: a universal signature across all Acumatica communications. It is a guarantee of quality that unites our product, partners, and marketing communications. The logo is made up of two elements: the mark and the logotype. The logotype should never appear without the mark. The following pages cover the correct usage to ensure the logo always looks its best. Acumatica Brand Identity Guide - Jan

11 Logo Spacing To ensure that our logo is clearly visible in all applications, surround it with sufficient clear space free of type, graphics, and other elements that might cause visual clutter to maximize the recognition and impact of our identity. When the logo is used, a minimum clear space of 75% of the capital A s height should be maintained. 75% 50% 75% Clear Space Note: This is only the minimum amount of space needed. You can never have too much negative space around the logo. In addition, 50% of the captial A s width should be maintained between the mark and the logotype. Whenever possible, right align the logo. Acumatica Brand Identity Guide - Jan

12 Logo Colors When using our logo, contrast is important. Use Oxford Blue on light or white backgrounds and a white logo on dark backgrounds. Oxford Blue logo on white background. If necessary, the Mayan Indigo gradient version of the mark can be used. However, in these instances, the logotype should remain solid Oxford Blue or white. White logo on Oxford Blue background. Gradient mark logo version on a white background. Gradient mark logo version on a dark background. Acumatica Brand Identity Guide - Jan

13 Logo Misuses To maintain the integrity of the Acumatica logo, and to promote the consistency of the brand, it is important to use the logo as described in this guide. The examples shown to the right illustrate possible misuses of the Acumatica logo that should be avoided. x x Please DON T: Cloud ERP Management System DON T create a logo lockup with text. x x DON T rearrange the logo elements. x DON T change the proportions between the symbol and logotype. x DON T rotate the logo. x DON T stretch the logo. x DON T create a gradient logotype. DON T mix colors from the palette. DON T use non-approved colors. Acumatica Brand Identity Guide - Jan

14 Color Palettes Primary Palette These are the core colors that give us our personality and reinforce our brand values. By predominantly sticking to these three colors, all materials will be consistent. Oxford Blue RGB 000 / 000 / 051 HEX # CMYK 94 / 88 / 43 / 65 PANTONE 289 C Electric Indigo RGB 102 / 102 / 255 HEX #6666FF CMYK 70 / 64 / 0 / 0 PANTONE 266 C Mayan Blue RGB 051 / 204 / 255 HEX #33CCFF CMYK 59 / 0 / 0 / 0 PANTONE 298 C Acumatica Brand Identity Guide - Jan

15 Color Palettes Secondary Palette These colors can be used to support the primary color palette and to create varience when necessary. Never use the secondary colors on their own. They should only be used to compliment the core colors. Atomic Tangerine RGB 247 / 148 / 31 HEX #F7941F CMYK 0 / 50 / 98 / 0 PANTONE 715 C Steel Grey RGB 209 / 209 / 212 HEX #D1D1D4 CMYK 17 / 13 / 12 / 0 PANTONE 427 C Soft Green RGB 222 / 255 / 210 HEX #DEFFD2 CMYK 13 / 0 / 23 / 0 PANTONE 7485 C Soft Blue RGB 212 / 238 / 253 HEX #D4EEFD CMYK 16 / 0 / 0 / 0 PANTONE 545 C Mayan Indigo Gradient TYPE Linear COLORS Mayan Blue to Electric Indigo Acumatica Brand Identity Guide - Jan

16 Gradient Use Here are some effective ways to use the Mayan Indigo Gradient to enhance the Acumatica brand: The gradient can be used effectively as a background color. It can be used with a 90% opacity over photography. The gradient can be used to provide signifigant negative space. Acumatica Brand Identity Guide - Jan

17 Disrupt the industry with new ways of thinking and doing. Acumatica Brand Identity Guide - Jan

18 Typography Acumatica Brand Identity Guide - Jan

19 Typefaces Primary: Titillium It is the voice of Acumatica and should be used thoughtfully as headlines, lead-ins, or other areas where there is small amounts of text that need to make an impact. We recommmend a weight of 250 should be used in large headlines and a weight of 600 to be used for sub-heads, lead-ins, pull-outs, and quotes. Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()=+ Titillium weight 250 Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()=+ Titillium weight 600 Acumatica Brand Identity Guide - Jan

20 Typefaces Secondary: Source Sans Pro It is a modern san-serif typeface that should be used in areas where legibility is most important. This includes body text, data, and app use. Depending on the usage, the font weight light or extra light can be used. Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()=+ Source Sans Pro - Regular Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()=+ Source Sans Pro - Light Acumatica Brand Identity Guide - Jan

21 Involve people to become a part of the conversation. Acumatica Brand Identity Guide - Jan

22 Graphic Elements Acumatica Brand Identity Guide - Jan

23 Graphics In order to keep our brand looking consistent and cohesive, it is important to choose illustrations that pair well with the look and feel of Acumatica. A good Acumatica illustration uses: Flat colors and shadows High contrast and rounded corners Technology-oriented subject matter Whimsical imagery without being goofy Acumatica Brand Identity Guide - Jan

24 Iconography When choosing icons to use for projects or promotional material, it is important that the images fit the Acumatica brand. Icons should be flat, one-color designs with rounded corners. These are icons that do not fit within the Acumatica brand and should be avoided. x DON T use icons that are 3D, multicolored, beveled, all straight angles, or use drop shadows. Acumatica Brand Identity Guide - Jan

25 Mark While our logotype should never appear without the mark, the mark can be used on its own in special circumstances. It can be used as an abstract design element to add interest to materials. The mark must never be stretched or skewed. Some examples of how the mark can be used are shown. Mark Acumatica Brand Identity Guide - Jan

26 Photography When adding photography within the Acumatica brand, it is important to choose photographs that illustrate what we are all about technology, commerce, movement and endless possibilities. It is important to make sure that the photographs are vibrant and clear never pixelated or stretched. Acumatica Brand Identity Guide - Jan

27 Marketing Communication All of Acumatica s marketing communication should respect the rules outlined in this guide. Websites, print materials, and promotional materials should: be clear, clean, and refined be organized effeciently have a sense of purpose Acumatica Brand Identity Guide - Jan

28 Re-Imagine technology to give people the best experience. Acumatica Brand Identity Guide - Jan

29 Verbal Identity Acumatica Brand Identity Guide - Jan

30 Brand Voice This is our personality. The way we write, the things we say and do all should use a consistent voice. We want everyone who follows us, reads us, interacts with us, to experience the same personality. Acumatica s voice We re passionate about making the perfect business management solution for our customers. To do this, we ll use not only our expertise, but our collaborative people skills. We ll create trust with our customers and be easy to approach so that people will want to work with us to solve their business challenges. To top it off, we ll stand out by being smart and funny. These attributes expert, trusted, passionate, open and witty make up our voice. Together, they describe the identity of a company that says: We are here to change the world of business. EXPERT TRUSTED PASSIONATE OPEN WITTY Acumatica Brand Identity Guide - Jan

31 Using Our Voice Intelligent Why It s Important In our complex industry, we want to be informative and useful to our customers. We want them to want to hear from us, we tell them something they don t know. What It Sounds Like Intelligent communication is: Smart but not smarty pants Informative but not boring Simple but not simplistic Honest We want to be trusted. We call it like it is. We mean what we say and we say what we mean. Openness begets openness. Honest communication is: Candid but not harsh Approachable The world of business solutions is complicated enough as it is. We want to be the company people feel comfortable turning to for their business needs. Approachable communication is: Easy going but not lazy Friendly but not insincere Knowledgeable but not preachy Witty We want to stand out with a sense of humor that is intelligent and memorable. Witty communication is: Funny but not rude Intelligent but not pandering Memorable but not negative Acumatica Brand Identity Guide - Jan

32 Key Message Areas Use these four key points to focus your message when you re communicating to the public about Acumatica. Our commitment to each of these principles is what makes us unique from other software companies. Excellence We offer the best Cloud ERP solution today. Partnership We will help you run your business together. Where the magic happens. Innovation We challenge the ERP status quo. Inclusiveness We embrace the diversity in the world. Acumatica Brand Identity Guide - Jan

33 Watch us change the world. Acumatica Brand Identity Guide - Jan