Astadia Branding Guidelines ASTADIA BRANDING GUIDELINES AUGUST 2012

Transcription

1 Astadia Branding Guidelines ASTADIA BRANDING GUIDELINES AUGUST 2012

2 Astadia Brand Standards Guide To keep pace with the change and growth in our market category, we saw re-branding Astadia as a significant opportunity to re-establish our differentiation, increase our brand recognition and recall, and reaffirm our market perception as a leading firm, not only within the salesforce.com ecosystem but with potential customers. Company Description Astadia provides cloud solutions consulting and systems integration for enterprises looking to accelerate business outcomes. Astadia transforms how its clients develop market opportunities, accelerate revenues and convert customers into advocates. Unlike integrators that concentrate only on implementing technology, Astadia focuses on truly understanding client needs. By building authentic client partnerships and using its unique, proven methodologies and frameworks, Astadia delivers meaningful solutions for its clients. Delivered by professionals with deep experience and pedigree, Astadia creates bulletproof cloud solutions with measurable business results. Message Framework The Message Framework is a flexible framework for our marketing team to create unique, customized messages that work inside the core messaging and identity of our new brand. Our message framework consists of four key elements, including: Brand Persona: The Brand Persona is a human persona that we will embody. This persona is tied to our Brand Promise, Tagline, Unique Value Proposition and Boilerplate. It will also guide our visual vocabulary and the tone of our marketing collateral. Brand Promise: The Brand Promise is what our brand stands for and what we can always deliver to our customers. It is not aspirational; it is what we can deliver today. Tagline: Our Tagline is a memorable phrase that sums up the tone and premise of our brand and reinforces our products and services. Unique Value Proposition: A Unique Value Proposition blends and describes our market differentiation with the value proposition of our products and services. Boilerplate: The Boilerplate is a message that will always appear in our press releases, marketing assets and on our website. It s where our brand promise and unique value proposition converge to describe Astadia. Brand Persona Astadia s new brand should exist in two key personas: the Caregiver/Nurturer and the Creator. Below is a quick reference for each identity. The Caregiver/Nurturer: Motto: Love your neighbor as yourself. Protect people from harm. Always help others. The Creator: Motto: If it can be imagined, it can be created. Create something of enduring value. Give form to a vision.

3 Non-profit Software and Internet Your customers success is based on Astadia s repeatable processes and methodologies that use project-proven frameworks and solution accelerators. This isn t our first rodeo. A decade of experience means we ve seen and done it all. We know how to deliver on time and on budget while exceeding expectations. When measurable success and partnership matter to your clients, look no further than Astadia. communications At Astadia, we know how to help global giants optimize their communication sales and service layers. Feeling the sales and churn pressure? We have seen the challenges the world s largest telecommunications enterprises face: increasing sales without increasing head count and more effective customer marketing; reduced customer churn and creating a single view of products and services; and finally, drastically reducing operational costs by automating non-value-add services inherent in a highly regulated industry, all with legacy infrastructure. The global opportunity in creating Connected Experiences using devices, connectivity and content will be even bigger, reaching more than $2 trillion by YANKEE GROUP, MARCH 2011 SOLUTIONS BY INDUSTRY Communications Construction Financial Services Healthcare & Life Sciences High Tech & Manufacturing Media SOLUTIONS BY BUSINESS Marketing Sales Service Social Enterprise Data & Business Intelligence Incentive Compensation Direct: Cell: Fax: kforbes@astadia.com SOLUTIONS BY PROFESSIONAL SERVICES Strategy Implementation Integration Application Development Training Support SOLUTIONS BY CLOUD TECHNOLOGY Salesforce Eloqua Informatica Xactly Zuora blog resources contact us careers solutions customers partners company By Industry >> Communications By Business Solution >> Marketing By Professional Service >> Sales By Cloud Technology >> Service Social Enterprise Data & Business Intelligence CUSTOMERS Featured Customers By Industry A to Z PARTNERS Strategic Partners Solution Partners COMPANY About Us News Events Careers Leadership Global Offices Support Contact Us Legal Privacy Policy MAY 10 Thu MAY 10 Thu MAY 10 Thu top stories 9:00 am Seeing is Believing; Speaker Narration 9:00 am Seeing is Believing; Speaker Narration 9:00 am Seeing is Believing; Speaker Narration VIEW CALENDAR Ready to get more out of your salesforce.com deployment? The capabilities of Salesforce.com have exploded you can now empower your entire business in the cloud. Whether it s for sales, service, marketing, or operations, your teams can utilize Salesforce.com products to better enable internal and external business processes; plus, you can take your company even farther than before by introducing the concepts of a Social Enterprise. How do you get your administrator and developer teams ready to best utilize salesforce.com s capabilities and functionality? For thousands of firms, Astadia has publicly provided powerful administrator and developer training. With its new private courses, Astadia brings this same training to your doorstep. In fact, any of the Salesforce.com Public Administrator and Developer Classes can now be taught to your team at your location. Why have Astadia come to you? Using the exact same curriculum utilized in salesforce.com s public courses, Astadia s award winning instructors come to your facility and at your convenience. This approach saves money on workshop registration fees and eliminates employee travel expenses. But most importantly, Astadia s instructors tailor examples and group Datasheet Heading Goes Here Sub-heading Goes Here DATE discussions to your specific implementation and support needs. How do you get your administrator and developer teams ready to best utilize salesforce.com s capabilities and functionality? For thousands of firms, Astadia has publicly provided powerful administrator and developer training. With its new private courses, Astadia brings this same training to your doorstep. In fact, any of the Salesforce.com Public Administrator and Developer Classes can now be taught to your team at your location. Why have Astadia Call out area, come to you? Using the exact lorem ipsum same curriculum dolar etc. utilized in salesforce.com s etc. public courses, Astadia s award winning instructors come to your facility and at your convenience. This approach saves money on workshop registration fees and eliminates employee travel expenses. But most importantly, Astadia s instructors tailor examples and group discussions to your specific implementation and support needs. Kelly Forbes Senior Graphic Designer Marketing 3010 Gaylord Parkway Suite 260 Frisco, TX

4 The Astadia Logo Like most people, our clients and prospects face the challenge of too much information and not enough time. As their ability to absorb information is limited, they try to more efficiently sort and filter information. As a result, visual design and specifically a logo can become a very effective communications tool. The Astadia logo is a simple, visual icon by which the public can immediately identify and associate the goodwill and image of our company. Our logo serves as a visual prompt, enabling customers to quickly associate and recall that impression. Consult Marketing when a logo is needed or will be reproduced on collateral (T-shirts, brochures, banners, etc.) Color Logo (with and without tagline) Black & White Logo (with and without tagline) Greyscale Logo (with and without tagline)

5 Astadia Fonts Astadia uses a variety of fonts for all company related marketing and communications materials (examples below). These fonts are recommended so our collateral will be consistent. Please contact Marketing if you have any questions or concerns regarding what fonts to use with your collateral pieces. Powerpoint datasheets, whitepapers, proposals Website font # 1 (For Marketing only) Font: Georgia STATIonary, letterhead Website font # 2 (For Marketing only) Font: Style: Sample: Gill Sans Regular, Bold, Italic abcdefghijklmnopqrstuvwxyz Website font # 3 (For Marketing only) Font: Century Gothic ALTERNATIVE FONTS Font: Arial Style: Regular and Bold ABCDEFGHIJKLNOPQRST U Font: Style: Sample: Times New Roman Regular and Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLNOPQRST U

6 The Astadia Color Palette The Astadia colors can be reproduced in full color PMS, CMYK, RGB or Hex color. The color values are as follows: CORE COLORS Pantone 261C CMYK C: 48 M: 100 Y: 0 K: 40 RGB R: 101 G: 3 B: 96 HEX # Pantone 382C CMYK C: 29 M: 0 Y: 100 K: 0 RGB R: 193 G: 216 B: 47 HEX #BED600 Pantone 643C CMYK C: 25 M: 7 Y: 0 K: 4 RGB R: 178 G: 206 B: 231 HEX #C2D3DF core colors and EXTENDED COLOR PALETTE CORE COLORS C: 48 M: 100 Y: 0 K: 60 R: 77 G:0 B: 73 # 4D0049 Pantone 261 C: 48 M: 100 Y: 0 K: 40 R: 101 G: 3 B: 96 # Pantone 261 (70% TINT) C: 54 M: 80 Y: 20 K: 3 R: 133 G: 79 B: 133 #854F85 Pantone 261 (40% TINT) C: 33 M: 48 Y: 11 K: 0 R: 174 G: 140 B: 177 #AE8CB1 C: 37 M: 7 Y: 100 K: 0 R: 175 G:197 B: 41 # AFC529 Pantone 382 C: 29 M: 0 Y: 100 K: 0 R: 193 G: 216 B: 47 #BED600 Pantone 261 (70% TINT) C: 21 M: 0 Y: 69 K: 0 R: 210 G: 225 B: 115 #D2E173 Pantone 261 (40% TINT) C: 12 M: 0 Y: 40 K: 0 R: 227 G: 236 B: 174 #E3ECAE C: 35 M: 9 Y: 4 K: 0 R: 160 G:203 B: 229 # A0CBE5 Pantone 261 C: 25 M: 7 Y: 0 K: 4 R: 179 G: 208 B: 234 #B3D0EA Pantone 261 (70% TINT) C: 19 M: 5 Y: 1 K: 0 R: 202 G: 223 B: 240 #CADFF0 Pantone 261 (40% TINT) C: 11 M: 3 Y: 1 K: 0 R: 222 G: 235 B: 246 #DEEBF6 neutral grey PALETTE C: 0 M: 0 Y: 0 K: 50 R: 147 G: 149 B: 152 # C: 0 M: 0 Y: 0 K: 25 R: 199 G: 200 B: 202 #C7C8CA

7 Astadia Signature Recommendations Astadia s signature block should be consistent with all other marketing materials and two recommendations are featured below. These can be modified to include a logo or Twitter handle but please use your best judgement in creating your signature block and keep it professional. If you have any questions or need help setting up your signature, please contact the Marketing department. 1 Name, Title Address (Optional) City, State, Zip (Optional) Phone(s) Fax Address Twitter handle 2 Name, Title Address (Optional) City, State, Zip (Optional) Phone(s) Fax Address Twitter handle Size: pts Font: Georgia Size: pts (Logo Optional) Astadia Signature Steps (for Google mail) 1. In Google Mail, go to the gear icon at the top right of the screen and select Settings. 2. From the Settings dialogue box, scroll down to the Signature tab. 3. Type in or Copy the signature block above and Paste it into the text block (If you past the above, make sure to put your correct phone numbers in place of placeholders! 4. Select a font from the drop down menu. *Google Mail has a limited number of fonts and does not have Calibri. We suggest Sans Serif or Tahoma as an alternative. 5. Click OK to save. * If you need help with your signature block, please contact Kelly Forbes in Marketing at ext or her at kforbes@astadia.com.