BRAND BOOK STYLE GUIDE

BRAND BOOK
STYLE GUIDE

TAKING OUR CLIENTS
TO NEW HEIGHTS.
INTRODUCTION
The purpose of this book is to bring clarity to the XTIVIA brand. In these pages you will
find the company’s unique selling propositions (USPs), core brand messaging, and
key usage guidelines for the XTIVIA logo, color scheme, typography and more.
It is important that we work together to ensure that the XTIVIA brand is delivered consistently in the
markets we serve – whether in how we talk about what we do and why we do it or how our logo is
utilized. Every touch point with our key audiences is a chance for the XTIVIA brand to shine.
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SMART. GROWTH.
UNIQUE SELLING PROPOSITIONS
• Our growth is fueled by our ability to hire the best talent available. We seek the most highly qualified,
top technical experts in the field that best align with the needs of our customers. Only the best of the
best are good enough.
• Once we’ve hired the best, we then focus on growing them and creating strong career paths to ensure
they too become part of the XTIVIA family.
• We grow our technical expertise through acquisitions that are complimentary to our current offerings.
Acquisitions must align with XTIVIA standards of aptitude, culture and focused delivery of results.
• XTIVIA will continue to seek best-of-breed technology partners to enhance the services offered and
become a more comprehensive provider of technical consultative services to existing and new clients.
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UNIQUE SELLING PROPOSITIONS
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COMMITTED
EXECUTIVE LEADERSHIP
THAT STANDS THE TEST OF TIME.
• You can have the confidence that our leadership will remain solid, steady, driven and involved.
We’re committed to delivering great long-term results, no matter what.
• XTIVIA is not a revolving door; leadership is innovative, forward-thinking and committed.
• Loyalty, friendship, diligence and teamwork are founding principles.
• Those at the executive level average 10+ years with XTIVIA.
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UNIQUE
SELLING PROPOSITIONS
A “ROLL UP YOUR SLEEVES AND GET IT DONE”
GROUP OF PEOPLE, AT ALL LEVELS.
• We get it done. On time. On budget.
• We are passionate about our jobs, smart innovation and cutting-edge technical solutions.
• We’re trusted, respected, reliable and transparent.
• We do what it takes every time and love opportunities to step “outside the box.”
• We’re the real deal — just ask any of our current clients.
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UNIQUE SELLING PROPOSITIONS
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XTIVIA
IS CONTINUOUSLY BUILDING TOWARD
INTEGRATED TECHNICAL BUSINESS SOLUTIONS
THAT BEST ALIGN WITH CLIENT NEEDS.
• Our extensive skill set and thought leadership allow us to provide expert consultation across
and between all of our key disciplines: Managed Services, Portal, Apps, DB, CRM and BI.
• We have the best resources to deliver efficient, innovative, quality solutions, backed by
unmatched skill and expertise.
• We use American resources to ensure quality solutions.
• Our passion to deliver superior results means we can help your organization (through vertical or
horizontal integration), across multiple disciplines.
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UNIQUE
SELLING PROPOSITIONS
NO FLUFF. NO NONSENSE.
JUST A FOCUS TO DELIVER SUPERIOR RESULTS.
• We’re focused on building long-term customer relationships. We’ll be there when you need us for the
long and short-term projects.
• We’re reliable, efficient solution providers and quick implementers. Each and every time.
• We’re partners for life.
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OUR DEEP KNOWLEDGE
MAKES US THE TEAMTO TRUST.
BRAND STORY
Trusted. Reliable. Smart. Committed. These are just a few of the words that illustrate XTIVIA.
In a sea of technical advisory services and consulting firms, XTIVIA stands apart by providing innovative technical
expertise within a wide range of key disciplines, from Business Intelligence to Database services to Managed
Services to Portals and CRM Services. As the company evolves, XTIVIA’s team will be increasingly focused on
building toward an integrated services model with the ability to provide expert technical consultation across
and between each of these (and other expanding) disciplines.
XTIVIA helps its customers by delivering results, every time. These trusted thought leaders deliver results in a nofluff,
no-nonsense way that puts the customer at the center first and foremost. This emphatic approach creates
long-term customer relationships and partners for life. These long-term business relationships are made possible
by XTIVIA’s passionate executive leadership team. Many of the company’s senior leaders have been with the
company for 10 years or more, driven to build the best group of technical experts in the marketplace. XTIVIA’s
customers benefit from the standards of excellence and stability exemplified by the leadership team, and these
standards are funneled into every customer touchpoint throughout the organization.
It’s a “roll up your sleeves and get it done” approach at XTIVIA every day at every level. XTIVIA’s top-notch
people are first and foremost focused on doing whatever it takes to help customers achieve their goals. Just ask
some current XTIVIA customers and they’ll validate the company’s absolute focus on providing smart, forwardthinking
business solutions. And as the company grows and expands its service lines, this commitment to
smart solutions will only be enhanced through the expansion of services and expertise for current and future
customers, all delivered with quality and service excellence.
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BRAND PROMISE
ONLY XTIVIA has the committed executive leadership, technical expertise,
and focus on quality innovation and service excellence to deliver an
integrated services model with the ability to provide expert consultation
across and between our core (and growing list) of disciplines. We do this
with a “no nonsense” approach that ensures the job gets done right the first
time, every time, all of which leads to customers who are partners for life.
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BRAND ESSENCE
YOUR TRUSTED TECHNOLOGY PARTNER.
BRAND VOICE
DEPENDABLE. ENTREPRENEURIAL. RESPECTED.
The voice of XTIVIA should always be easy to interact with: friendly, smart and passionate. The voice
should also be simple and straight-forward — XTIVIA makes things easier, does the heavy lifting and
always, always delivers. Whether you’re a client signing on for yet another project or a prospect
reviewing your options, you understand that with XTIVIA you’ll get more than you pay for. They’re in
it for the relationship, not the project. They’re dependable, honest and forward-thinking problem
solvers that will be with you every step of the way.
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KEY WORDS
ASPIRATIONAL
Driven by our passion to deliver
superior quality results
Technical expertise
Legendary customer service
Delight
Driven
Entrepreneurial
Agile
Reliable
Dependable
Longevity
Experience
Quality at a good price
Respected
“A-game” employees
Friendly
Problem solvers
Confidence at the leadership level
We deliver. Every time.
The real deal
Innovative
Forward-thinking
Consistent thought leaders
Evolving to meet needs
State of the art
Integrated solutions
Confidence at all levels
Consistent delivery across all sectors/levels
Rock Stars
Passion across the board
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BRAND PHOTOS
WE BUILD
IT BETTER.
Photos used in marketing materials should always support the
XTIVIA brand. Photos should be professional in nature, but that
doesn’t mean only photos of people in a business environment can
be used. Metaphorical photos are also encouraged. Examples of
photography style currently being used are shown here:
OUR CUTTING-EDGE
SOLUTIONS KEEP
YOU BALANCED.
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WEBSITE
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LOGO & USAGE
LOGO STAGING AREA
PRIMARY LOGO
The staging area, also called clear space, is the area around the logo that must always remain clear. It should be thought of as
part of the design. The staging area helps separate the logo from visual clutter and helps the design stand out clearly for easier
recognition. No other printed material should violate this space. This space also determines the minimum distance between
the logo and the closest edge of the surrounding area. The staging area required for our logo at the size shown is indicated
here by a (green) box.
REVERSED &
ONE COLOR
“X” height
Half of the logo “X” height should be the clearspace
MINIMUM LOGO SIZE
If reversed on a background, background color must have high contrast not to interfere with the logo.
Logos may be reproduced as large as necessary. However, there are limits to how small the design may appear. The logo may never
be reproduced smaller than 1 inch wide.
INCORRECT LOGO USAGE
The logo should never be altered or distorted and should never deviate from the established guidelines. Never alter or
distort the shape or color. Using XTIVIA in type body: Whenever XTIVIA is used in emails, sales materials, or any internal
communication, it is always written in all capital letters: XTIVIA. Initial caps (e.g. Xtivia) is NOT permitted in any circumstance.
1''
Example 1 Example 2 Example 3 Example 4 Example 5
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TYPOGRAPHY & COLORS
HEADLINES
Gibson Bold (all caps)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%^&*()
When the Gibson font is not avalible for web or print
usage, please always revert back to the system font
Helvetica or Arial for all XTIVIA communications.
BRAND COLORS
PANTONE ® 7692 C PANTONE ® 340 C PANTONE ® BLACK 6 C PANTONE ® COOL GRAY 2 C
C • 100
M • 45
Y • 0
K • 45
C • 99
M • 0
Y • 84
K • 0
C • 100
M • 79
Y • 44
K • 93
C • 5
M • 3
Y • 5
K • 11
SUBHEADLINES
R • 0
G • 85
B • 135
R • 0
G • 148
B • 94
R • 16
G • 24
B • 32
R • 208
G • 208
B • 206
Gibson Light
Gibson Semibold
WEB • #005587
WEB • #00965E
WEB • #101820
WEB • #D0D0CE
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%^&*()
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%^&*()
TEXT
BRAND GRADIENT
Gibson Regular
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!@#$%^&*()
#005587
#00965E
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QUESTIONS? WE’RE HERE FOR YOU:
COHN 2881 N SPEER BLVD | DENVER, CO 80211 | 303.839.1415
COHNMARKETING.COM | JANUARY 2015