BRANDITECTURE You Are Your Brand

you are your brand

Hello. I’m Glenn.

I help my clients build deeper relationships

with their customers through integrated

strategy messaging, and design.

I can help you develop a solid brand

strategy and framework for your

internal and outbound marketing

communications, including graphic

design, messaging and copywriting,

corporate identity, advertising,

packaging and more.

TABLE OF CONTENTS

CASE STUDIES 2

Belicious 3

Broadcom 6

NEEA 10

Seva Foundation 14

Silver Spring Networks 16

TaxAudit.com 19

US Department of Energy 22

Vium 24

PORTFOLIOS 26

Corporate Identity 27

Brand and Identity Guidelines 29

PROCESS 33

CLIENTS 41

BRANDITECTURE

you are your brand

strategy | messaging | design

BIO 42

BRANDITECTURE

case studies

2

BRANDITECTURE

CMYK HEX RGB Pantone

BELICIOUS

Brand Definition

Audience Definition/Personas

Primary

Brand Colors

Secondary

Brand Colors

Tertiary

Brand Colors

75-100-0-0 262262 102-45-145 PMS 2593

50-0-100-0 8DC63F 141-198-63 PMS 367

72-100-16-5 68297A 104-41-122

90-30-95-30 006838 0-104-56

100-75-25-10 044C7F 4-76-127

35-44-18-0 AA91AB 170-145-171

5-52-78-0 EB8F4D 235-143-77

30-98-86-2 B32C39 179-44-57

0-12-87-0 FFDA3A 255-218-58

81-100-12-87 471D68 71-29-104

43-0-73-0 9ACD72 154-205-114

Positioning/Competitive Analysis

57-31-0-22 5B7FAD 91-127-73

40-38-33-0 A1979B 161-151-155

3-45-56-0 F09D74 240-157-116

Messaging Platform

Corporate Identity

Neutral

Brand Colors

0-60-53-0 F5846F 245-132-111

0-4-49-0 FFED98 255-237-152

0-0-0-100 000000 0-0-0

0-0-0-80 666666 102-102-102

0-0-0-40 CCCCCC 204-204-204

N/A FFFFFF 255-255-255

Identity System

35

SMART

Brand Name and Corporate Identity

Photography Library

Business System/Menus

Website

EDIBLE

YUMMY

Personality Traits

A description of our distinguishing qualities

We are delightful

We are tempting

We are fun

Tone of voice

Our authentic tone and style of communication

When we speak we are enthusiastic,

fun and approachable.

Our tone of voice is casual yet informed,

with a dash of humor.

Marketing Collateral

Vehicle Graphics

We are fascinating

We are captivating

We are informed

We don’t take ourselves seriously, but we

take our work seriously.

We are optimistic and encouraging, and

we believe in you.

Brand & Identity Guidelines

BAD IDEA

We are playful and lighthearted

We are passionate and committed

We are a movement

Brand and Identity Guidelines

17

BELICIOUS

3

BRANDITECTURE

Berry Tempting

1 cup Baby Spinach

1/2 cup Blueberries

1/4 cup Strawberries

1/4 Apple

1/2 Banana

1 Medjool Date

1 tbs Hempseed

3/4 cup Water, 1/2 cup Ice

Put all the ingredients in your blender and blend

until smooth. We like to drink a Belicious smoothie

through a straw. Enjoy!

TWITTER@

BELICIOUSTRUCK

A vitamin-rich berry blast.

FACEBOOK/

BELICIOUSGREENSMOOTHIES

TOTAL CALORIES: 297

Spinach has enormous nutritional value and is extremely rich

in vitamins, minerals and antioxidants.

The antioxidant star and anti-inflammatory hero. Blueberries

are the perfect food for your heart, body and your brain.

With more vitamin C than oranges, and lots of folic acid and

potassium, strawberries are great for your heart and soul.

Apples are rich in cancer-protective phenolic compounds

and cholesterol-lowering soluble fiber.

Bananas contain tons of vitamins B6 and C, and are rich in

potassium, which replenishes electrolytes for peak performance.

Dates are a natural, high-fiber cleanser and perhaps our oldest

cultivated fruit. And sometimes you just need a little sweetness.

Hemp seeds are a nutritional powerhouse providing complete

protein, all of the essential fatty acids , vitamins B, D and E.

Our single most vital nutrient, water is the Belicious ingredient

most completely suited to our body's biological needs.

Berry Tempting

1 cup Baby Spinach

1/2 cup Blueberries


1/4 Apple

1/2 Banana

BELICIOUSSMOOTHIES.COM

1 Medjool Date

1 tbs Hempseed



TOTAL CALORIES: 297

















Berry Tempting

1 cup Baby Spinach

1/2 cup Blueberries


1/4 Apple

1/2 Banana

1 Medjool Date

1 tbs Hempseed





TWITTER@

BELICIOUSTRUCK


FACEBOOK/


TOTAL CALORIES: 297





















TWITTER@

BELICIOUSTRUCK

FACEBOOK/



Marketing Communications

Website

Laura Rose

310.123.4567

LAURA@ BELICIOUSSMOOTHIES.COM

TWITTER@

BELICIOUSTRUCKa

F A C E B O O K /

B E L I C I O U S S M O O T H I E S

B E L I C I O U S S M O O T H I E S . C O M

What makes our smoothies so Belicious?

Every ingredient in a Belicious Green Smoothie is selected for it’s

nutrient density, vitamin and mineral content and flavor harmony.

Spinach

Extremely rich in vitamins,

minerals and antioxidants,

especially when fresh.

Kale

Powerful antioxidant and

anti-inflammatory properties and

very high in beta carotene.

Ginger

Is it medicine or spice?

Legendary benefits

with a kick.

Lemon

The zing would be worth it

even if it wasn't so high in vitamin C.

Blueberries

The antioxidant star and

anti-inflammatory hero.

Apple

Rich with cancer fighting

phenolic compounds,

Mejool Date

Sometimes you just

need a little sweetness,

naturally.

Raw Cacao

Delectable and satisfying

and a super-potent antioxidant

Water

Our single most vital

nutrient, completely suited

to our biological needs.

Banana

Bananas contain high

amounts of vitamin B6,

vitamin C, and potassium

Belicious Green Smoothies are a fun and delicious way to get a

healthy serving of nutrient-dense leafy green vegetables and fruit.


BELICIOUS

4

BRANDITECTURE

Photography Library

Signage and Vehicle Graphics

BELICIOUS

5

BRANDITECTURE

BROADCOM

Brand Definition

Messaging Platform

Naming

Naming Architecture

Corporate Identity

Identity System

Photography Library

Iconography/Symbols

Corporate Identity

Infographics

Websites

Digital Interfaces



Environmental Design

Environmental Brand Guidelines

Internal and External Websites

BROADCOM

6

BRANDITECTURE


BROADCOM

7

15

22

PRIMARY AUDIENCE: THE PUBLIC

PRIMARY FUNCTION: ESTABLISH THE BRAND

20

18

BRANDITECTURE

Digital Interfaces

Designing

ENVIRONMENTS

Design Inspiration

Broadcom Brand Pillars:

Use our brand pillars as a source

of inspiration for your design:

Innovation

Connectivity

Growth

Broadcom environments should embody

these pillars to express the strength of the

company and the energy of our brand.

We are pioneers of the technological

forefront. A Broadcom environment should

Our environments should be:

• Powerful

• Fluid

• Connected

• Bold

• Thoughtful

• Sleek yet comfortable

• Uncluttered, bright, and inviting

Designing

ENVIRONMENTS

Setting the Dial

Just as in other forms of expression of the Broadcom brand,

environments can be designed along a spectrum of possibilities.

Be mindful of the type of work or activity being performed in any

environment and dial the energy of your design up or down accordingly.

First Impressions

Matter

Color and Design

Enhance Creativity

Designing

ENVIRONMENTS

Public Spaces:

Lobbies and Entries

Use our primary brand colors in lobbies,

entrances and other customer-facing areas.

Red is our recommended pop of color

Emphasize white and gloss surfaces to

express our bright future. Use brushed

aluminum for metal surfaces to capture

our commitment to innovation.

Use strong, modern furniture to bring our

leadership and quality story to life.

Lobbies and public spaces are our

opportunity to establish the Broadcom

brand with our customers and

partners. Emphasis on white, red

and black. Use other colors from the

palette sparingly, if at all.

Reception desks should be black or white, or

a combination using light wood as an accent.

Dark brown/walnut Dial woods It are Down to be avoided.

to Support

separate spaces and add necessary privacy.

Concentration

In work environments where

concentration is required for the

best productivity, a peaceful,

tranquil approach is appropriate.

In areas such as collaborative

workspaces, or amenity areas, use

bolder branded treatments to add

dynamism and foster collaboration.

Dial It Up to

Grab Attention

Designing

ENVIRONMENTS

In environments like trade shows

where there is massive competition Design for Inspiration

attention, we need to pump it up. Be bold

and inventive. Experiment with highly Broadcom Furnishings:

contrasting colors. Explore complex

Sleek Yet Comfortable,

waveforms with aggressive shapes.

Uncluttered, Bright, Inviting

Digital Interfaces


BROADCOM

8

BRANDITECTURE

Photography Library

BROADCOM

9

NORTHWEST ENERGY EFFICIENCY ALLIANCE



300

300

250

Lorem Ipsum One

Lorem Ipsum One

Lorem Ipsum One

200

150

100

50

0

16%

68

52

63

A Lorem Ipsum

B Lorem Ipsum

C Lorem Ipsum (projected)

Cras at eros

ut nibh porta

ullamcorper vel

72

58

70

71%

78%

126

52

124

Cras at eros

ut nibh porta

ullamcorper vel

62%

Courtesy of NEEA: The Northwest Energy Efficiency Alliance

62%

71%

71%

78%

78%

0% 20% 40% 60% 80% 100%

2007 Lorem Ipsum

2010 Lorem Ipsum

2013 Lorem Ipsum (projected)


BRANDITECTURE


Brand DNA

Our Values

The values that guide our decisions and actions

Excellence

NEEA will be a high-performance organization as evidenced by its focus on and

commitment to accountability and continuous improvement, as well as the cost

efficiency of its activities. In order to deliver on its promise of excellence, NEEA will

embrace human resources policies and practices that effectively attract and retain

high-performing talent.

NEEA

Teamwork/Collaboration

Effective teamwork and collaboration—both internally and among all stakeholders—

are essential to NEEA’s ability to deliver value to the region. To collaborate effectively,

NEEA must engage in clear and open communications, and embrace diversity of opinion

and perspective.

Brand Definition

Nimbleness

Given the dynamic nature of the energy business, NEEA’s future success will likely depend

on the ability to respond to unanticipated changes. It will be important for NEEA

to have a structure of governance and management that supports the ability to adjust

to such changes.



Messaging Platform

Corporate Identity

Identity System

Introduction 2

Table of Contents 3

Brand DNA 4

Vision 5

Mission 5

Purpose 5

Promise 5

Brand Pillars 5

Values 6

Strengths 7

Who We Are, What We Do, Why It Matters 8

Benefits 9

Our Behavior 10

Writing and Talking About NEEA 11

Message Architecture 12

Elevator Pitch 12

How We do Our Work 12

Referring to NEEA 13

NEEA Vocabulary 13


Audience Communications 14

Audience Breakdown 15

Audience Value Propositions 16

Positioning 20

Brand Architecture 22

Third Party Branding 24

Designing for the NEEA Brand 23

Standard Logo Usage 24

Alternate Logo Use Option 25

Improper Logo Usage 26

Photo Ribbon 27

Photo Shadow Spec 27

Other Image Treatments 28

Photo Selection and Use 29

Color Palette 30

Color Palette Details 31

Typography and Fonts 32

Graphic Style and Elements 33

Putting it All Together 34

NEEA Chart Styles 35

Integrity

Integrity includes honesty—both by the organization and the individual conduct of

Table of Contents

staff and management—as well as transparency and openness.

Supportive work environment

NEEA is committed to a supportive environment for its employees, including work-life

balance, and a culture of respect and kindness.

Use Examples: Concepts

Sustainability

Brochure 36

NEEA is committed to the practice of sustainability in its day-to-day operations and

Website 37

decision-making. The organization is committed to “walking our talk.”

Trade Show Presence 38

E-marketing 39

Online and Print Northwest Advertising Energy Efficiency 40 Alliance NEEA Brand and Identity Guidelines. Proprietary and Confidential. Do not distribute.

6

Use Examples: Templates

Presentation 42

Business System 45

Report Cover 46

Funder Report 46

Letterhead 46

Press Release 46

Data Sheet 47

Quarterly Report 47

Questions? 48

Icon Library


NEEA Infographics Styles

Infographics

Northwest Energy Efficiency Alliance

NEEA Brand and Identity Guidelines. Proprietary and Confidential. Do not distribute.

3

Lorem ipsum dolor sit amet

Consectetur adipiscing elit nunc

302

Use Examples

Corporate Identity

Website Design


Annual Reports


aMW Savings

103.3 Total Regional Energy Savings

For all 2010, in aMW

103.3

90

75

68.9

60

68

45

30

20.1

15.6

15

10.6

34.4

9.0

6.6

9.5

0

Current 2005 2010

Initiatives

Baseline + Local Incentives

Market Share

How NEEA works

Driving market transformation

Time

Lorem Ipsum

Investment

183

200

1997 2005 2010



Market Share

How 103.3 NEEA aMW works Total Regional Savings

Driving From all market 2010 initiatives, transformation by state.

8.0%

Washington

46.2%

Oregon

14.3%

Idaho

Montana

34.8%

Time

Market Transformation

Value Cost

How NEEA works


Time

E-marketing Campaigns

Net Market Effects

Savings

Baseline

Codes and standards

Savings

Baseline

Codes and standards





47





NEEA

10

BRANDITECTURE

Sub-brand Identity and Promotion

Internal and External Websites

NEEA

11

BRANDITECTURE

Print and Digital Annual Reports

Transforming Regional Markets

Strategically intervening in markets to deliver cost-

n behalf of our funders, NEEA works to accelerate

Othe innovation and adoption of energy-efficient

products, services and practices.

Working with stakeholders, NEEA identifies market

barriers and opportunities for energy efficiency. By

strategically intervening to remove those barriers and

leveraging opportunities to accelerate energy efficiency,

NEEA delivers lasting market change.

NEEA’s market transformation efforts complement

and support local efficiency programs. NEEA helps

our funders meet their energy efficiency goals by

identifying and developing new efficiency opportunities,

reducing program costs, and delivering training, research

and other regional resources.

The long-term goal of NEEA’s market transformation

efforts is to ‘lock-in’ energy savings with increasingly

efficient codes and standards. NEEA builds market

readiness for more stringent codes through training

and voluntary initiatives and consults with national

standard-setting organizations to promote more

energy-efficient standards.

Market Share

Commercial Lighting

Opportunity: Deeper savings through regional collaboration

The commercial lighting market is changing rapidly.

To ensure continued increases in commercial lighting

efficiency, NEEA brought the Northwest together to

collaborate on a regional market strategy. The result:

a clear path forward for the region to achieve deeper,

more comprehensive commercial lighting savings.

Regional Resources

By aggregating regional investment and creating economies

of scale, NEEA delivers strategic resources to the region,

including: research and evaluation,

training, education and

opportunities for regional

collaboration.

Televisions

Heat Pump Water Heaters

Barriers: Price, consumer and market awareness, past

priority feature of televisions

By leveraging the power of the

Northwest to offer retail

incentives, NEEA influenced its

partners to stock and sell mostefficient

televisions. Total Regional

Savings from most-efficient

televisions was 30.6 aMW in 2012.

product performance

Heat Pump Water Heaters have the potential to save

the Northwest nearly 500 average megawatts. In 2012,

NEEA validated product performance through in-home

testing and collaborated with Sears on a successful

market test that increased sales by 600%.

“

The time for our nation to transition to a lowcarbon

economy is right now. As chairman of

the Energy and Natural Resources Committee,

making that transition has been my guiding

principle on energy policy. I draw inspiration

from the Northwest, which is leading the way

and making big strides on improving energy

Through regional collaboration, NEEA and

its utility partners are advancing markets

practices; helping households and businesses

to save money; making our economy more

competitive; and responding to the challenge

of climate change.”

U.S. Senator Ron Wyden

OREGON

Cost Effectiveness

Energy efficiency is the region’s least-cost

energy resource. NEEA estimates a netlevelized

lifecycle cost of 2.1 cents per kWh

from Current Investments* (2010 - 2014).

Time

2012 Financial Results

By Business Unit

15%

5%

11%

9%

3%

3%

100% 54%

Balance Sheet

as of December 31, 2012

Assets

Cash and

Market Development, Cash $21.1 Equivalents million $11,766,283

Commercial $7.0M, Industrial $3.8M, Residential $10.3M

Market Resources, $1.3 Funder million and

General Operations, Other $3.6 million Receivables 210,369

Codes and Standards, Prepaid $2.1 million Expenses 518,771

Technology & Product Management, $5.7 million

Market Research, Planning Property and and Evaluation, Equipment $4.4 million 1,961,608

Stakeholder Relations, Total $1.4 Assets million $14,457,031

Liabilities and Net Assets

Accounts Payable

and Other Liabilities $7,764,326

Advances fromFunders 2,440,910

Statement of Activities

year ending December 31, 2012

Revenues

General Fund

Contributions $39,085,844

Special Fund Contributions 530,830

Interest and Other Income 154,095

Total Revenue $39,770,769

Expenses

Compensation and

$6,980,711

General and

Administrative 3,217,216

Direct Project Costs 29,388,789

aMW

Energy Savings*

2012 Total Regional Savings (aMW) from All Investments (1997-2014)

100

60

20

108

44

64

101

42

59

Co-Created Savings

29 aMW - Net Market Effects

13 aMW - Local Programs

Baseline

By Sector

Savings from All Investments

Corporate Brochure

Total Liabilities $10,205,236

Total Net Assets $4,251,795

Total Liabilities

and Net Assets $14,457,031

Total Expenses $39,586,716

Change in Net Assets $184,053

Target

Actual

2012 energy savings were 94% of target due to a shortfall

in residential lighting.

Among NEEA’s initiatives, Televisions (30.6 aMW), Clothes

Washers (21.7 aMW), Residential Lighting (16.6 aMW), and

80 PLUS Power Supplies (5.0 aMW) were the largest

contributors to Total Regional Savings.


* neea.org/definitions

Read the full 2012 Annual Report: neea.org/annualreport

NEEA

12

BRANDITECTURE

How NEEA Works

Tuning into

Energy-Efficient

TVs

Barrier

Identification

Market

Intervention

Market

Transformation

Identify

Barrier

Energy-efficient TVs were

not being prioritized by

retailers, manufacturers and

consumers. Consumers also

didn’t have a way to identify

which TVs were the most

efficient in stores.

Market

Transformed

Retailers

representing

80%

of TVs sold in the

Northwest promote

Energy Forward TVs

in their stores.

NEEA identifies

barriers that impede

market adoption of

energy-efficient

products, services

and practices

NEEA strategically

intervenes to remove

market barriers in

collaboration with

our partners

NEEA delivers long-term

savings at low cost

NEEA initiatives deliver savings long after the

investment stops. The region has saved 707

aMW since 1997 at only 1.7¢ per KWh.

COST

VALUE

The market is

transformed and

continues to accelerate

without further

intervention

TIME

Keeping

Hospitals

Healthy

?

Market

Intervention

NEEA partnered

with retailers and

manufacturers to produce,

sell and promote

the most efficient TVs

through retailer incentives,

trainings, and

marketing and field

service support.

Super efficient TV

sales have soared.

The market responded

and today TVs are

50%

more efficient than

just 3 years ago.

Iconography System


Infographic Stories

neea.org

Identify

Barrier

Senior management in

the healthcare sector lack

awareness and understanding

of the business case for energy

efficiency. Hospitals lack the

tools and resources to develop

a strategic energy management

(SEM) plan to reduce energy

use across their complex,

highly-regulated operations.

Market

Intervention

NEEA collaborated

with local utilities and

healthcare associations to

build the business case for

SEM by targeting hospitals

to develop, assist and

implement SEM.

DEVELOP

ASSIST

IMPLEMENT

Market

Transformation

The initiative

successfully engaged —

40% of the region’s

beds are now committed to

and practicing SEM.

20% of hospitals

in the region are actively

benchmarking towards a

10% reduction

in energy use.


neea.org


neea.org

NEEA

13

BRANDITECTURE

SEVA FOUNDATION

Brand Definition



Messaging Platform

Corporate Identity

Identity System

Iconography/Symbols

Infographics

Corporate Identity

Website


Annual Report



SEVA FOUNDATION

14

and geographic

BRANDITECTURE

Iconography System

2017 Annual Report

GIVE SIGHT

TO A BLIND

PERSON

$50

GIVE SIGHT

TO A

CHILD

$150

Transforming lives by restoring sight.

PROVIDE

EYEGLASSES

FOR 10 PEOPLE

$150

SPONSOR AN

EYE CLINIC

FOR A DAY

$1500

WHY ARE THERE SO MANY IN NEED?

Lack of available

Difficulty in

eye care

accessing care

Lack of awareness

of treatment

options

Fear and

uncertainty

Financial, social

Provide a 15-minute

cataract surgery and

4.9

barriers

Website

Jean Longname, MPH, PhD

DEPUTY EXECUTIVE DIRECTOR

jean@seva.org

1786 Fifth Street, Berkeley, CA 94710 | 555-555-5555

Ask me how you can restore someone’s sight

FOR JUST $50

Marketing Communications

give the gift of sight.

Your meaningful gift

will allow someone to

see again!

39 MILLION

PEOPLE

WORLDWIDE

ARE BLIND

Restoring sight to a child

is a gift that lasts a

lifetime. This gift provides

a child with specialized

pediatric surgery

and follow-up care.

2 out of 3 are

women and girls

Support the screening

and provision of eyeglasses

for 10 people in

remote regions where

Seva works.

1.4 million are

children

Your gift enables Seva to

run an eye clinic for one

day in the most remote

regions of Nepal, Tanzania,

Cambodia and Guatemala.

90% live in

Developing

Countries

Number of blind in millions.

3.2

AMERICAS

HOW SEVA HELPS:

Low costy and

high quality

surgeries to

cure blindness.

EASTERN

EUROPE

5.9

AFRICA

Glasses to

correct visual

impairment.

8.0

INDIA

8.2

CHINA

2.3

4.0

WESTERN

SOUTHEAST

PACIFIC

ASIA

Medicine to

prevent blindness

and treat eye

disease.

SEVA FOUNDATION

15

BRANDITECTURE


Brand Photography

Photography is an important element

of our visual style. It reinforces our

values and helps bring the Silver

Spring Networks brand to life.

Be bold. Be authentic. Be Brilliant.

Whether you are staging a shoot or

using stock photography, strive for

images that sparkle with life and color.

Avoid generic business metaphors and

SILVER SPRING NETWORKS

overly staged photos. Diversity of ethnicity,

age and gender should also be kept in mind

Brand Definition

Messaging Platform

Tagline

Brand Color Palette — details

7

IPO Presentation

Corporate Identity

Photography Library

Corporate Brand

& Identity Guidelines

Primary

Brand Colors

Pantone Coated Pantone Uncoated CMYK HEX RGB

PMS 302C PMS 302U 100-25-0-50 005581 0-85-129

PMS 376C PMS 376U 50-0-100-0 8DC63F 141-198-63

PMS 5395 PMS 5395U 100-44-0-76 00274D 0-39-79

PMS 1665 PMS 1665U 0-68-100-0 F37321 243-115-33

PMS 300C PMS 300U 100-44-0-0 0079C1 0-121-193

PMS 378C PMS 378U 34-0-100-60 566C11 86-108-17

Website Design

Secondary

Brand Colors

PMS 202C PMS 202U 0-100-61-43 98002E 152-0-46

PMS 1235C PMS 1235U 0-29-91-0 FDBB30 253-187-48

PMS 5405C PMS 5405U 58-170-46 3B6E8F 59110-143

Corporate Identity


Neutral

Brand Colors

PMS Process BlackC PMS Process BlackU 0-0-0-100 000000 0-0-0

PMS Black 6C PMS Black 6U 0-0-0-60 666666 102-102-102

PMS Cool Gray 4C PMS Cool Gray 4U 0-0-0-40 A7A9AC 204-204-204


9

Altogether Brilliant

Messaging Platform and Tagline


16

BRANDITECTURE

Photography Library


17

BRANDITECTURE

IPO Presentation

Website


18

BRANDITECTURE

Table of Contents

TAXAUDIT.COM

Brand Definition


Introduction 4

Brand DNA

Vision 6

Mission 8

Promise 10

Purpose 12

Brand Pillars 14

Values 16

Strengths 18

Personality & Tone of Voice 20

Our Audiences 24

Audience Definitions 25

Audience Personas 31

Messaging Platform 52

Elevator Pitch 54

Value Propositions 56

Competitive Positioning 62

Identity System 64

Brandmark 66

Tagline 70

Color Palette 72

Photography 76

Branded Symbols 78

Typography 80

Templates 82

Questions? 88


Brand Name

Naming Architecture

2

Our Personality

And our tone of voice

When we speak we are warm,

thoughtful, authentic, intelligent,

and confident.

3

We are

passionate and

committed.

We are

intellectually

driven.

Messaging Platform

Corporate Identity

Identity System

Iconography/Symbols

We are

optimists.

We are sensitive,

compassionate

and concerned.

We are

relentless.

20

21

Corporate Identity

Social Media Strategy

Website Design

E-marketing Campaigns




TAXAUDIT.COM

19

Agreement

Pop-up 1.0.2

Guarantee

Pop-up 1.0.3

Employee

Testimonials

Site

0.0

Home

Page

Testimonials

Rotator

audit-defense-reviews.com

Coverage

Widget

1.0 Pop-up

Pop-up

Buy Now

Purchase

Wizard

Pop-up

6.0

7.0

8.0

Get Coverage

Member

Testimonials

Widget

About

FAQ

Widget

Get Immediate Help

2.0

7.1

7.2

Are you a

Member?

Help

Widget

Executive

Team

Press

Room

3.0

Shopping

Cart

Create

Account

Pop-up

Login

Widget

My Account

Widget

Verify

Certificate

4.1.0

Member Login

4.0

Print Certificate

Report

Audit

Pop-up

Submit

Testimonial

Pop-up

Available

Certificate(s)

4.1.1

Are you a

Member?

Pop-up

Contact

View my Audits

TRI-MAP

myauditrep.com

Careers

Jobs

Site

jobs.taxaudit.com

9.0

Contact

Terms

10.0

Privacy

11.0

Site Map

12.0

Translation

Services

13.0

Glossary

14.0

3rd Party

Certifications

Audit Tips/Resouces

5.0

Resources

Widget

XX.X

Single Page

Multiple Pages

Pop-up Window

or Sequence

External URL

Logged In

Layers

Delivered

Unique Page ID

BRANDITECTURE

TaxAudit.com Sitemap

Organizational Structure

PRINT CERTIFICATE

Be a champion.

CONTACT

RESOURCES

Legend

BUY

Website

MEMBERS

INFO

FOOTER

TAXAUDIT.COM

Internal Brand Campaign

20

BRANDITECTURE

Emarketing Campaigns

Iconography System

TAXAUDIT.COM

21

BRANDITECTURE

U.S. DEPARTMENT OF ENERGY

Brand Definition



Messaging Platform

Corporate Identity

Identity System

Iconography/Symbols

Corporate Identity

Infographics

Website/Portal

Sales and Marketing Collateral

Trade Show Booth and Banners


Website


22

BRANDITECTURE

ZERO

ENERGY READY HOME

A Symbol comfortable of Excellence and

healthful home.

HEALTHFUL ENVIRONMENT

Every DOE Zero Energy Ready Home has

a comprehensive package of measures to

ADVANCED minimize dangerous TECHNOLOGY pollutants, provide

the air you breathe.

A Symbol ULTRA of Excellence

EFFICIENT

COMFORT PLUS


QUALITY BUILT

Superior insulation, windows, air sealing and

COMFORT PLUS space conditioning systems included in every

DURABILITY

DOE Zero Energy Ready Home surround you

with even temperatures, low-humidity, and

ADVANCED TECHNOLOGY

quiet in every room on every floor.

ULTRA EFFICIENT KEY


COMFORT PLUS

DOE Zero Energy Ready Home

ENERGY STAR Certified Home

Existing Home

QUALITY BUILT

This label indicates relative performance of this

DOE Zero Energy Ready Home to existing

DURABILITY

KEY

DOE Zero Energy ReadyHome


Existing Home

This label indicates relative performance of

this DOE Zero Energy Ready Home to existing

homes (built between 1990 and 2010) and

ENERGY STAR Certified Homes.

Actual performance may vary.

The Future of

Housing—Today

Ultra high tech and

Only a select group of the top builders

in the country meet the extraordinary

levels of excellence and quality specified

by U.S. Department of Energy guidelines.

ZERO

ENERGY READY HOME

LEARN MORE AT:

buildings.energy.gov/zero

ADVANCED TECHNOLOGY

Every DOE Zero Energy Ready Home begins

with solid building science specified by ENERGY

STAR for Homes, and then adds advanced

technologies and practices from DOE’s worldclass

research program, Building America.

ULTRA EFFICIENT

Marketing Campaigns

Zero Energy Ready Home is inexpensive to

own. In fact, every DOE Zero Energy Ready

of your annual energy consumption. We call

this Zero Net-Energy Ready.

KEY

High quality construction—

built to last.

QUALITY BUILT

Advanced construction practices and

technologies are specified for every

DOE Zero Energy Ready Home. Then

they are enforced by independent

verifiers with detailed checklists and

prescribed diagnostics.

A Symbol of Excellence

A Symbol of Excellence


COMFORT PLUS

ADVANCED TECHNOLOGY

ULTRA EFFICIENT

DURABILITY

The advanced levels of energy savings,

comfort, health, durability, quality and

future performance in every DOE Zero

Energy Ready Home provide value that will

stand the test of time, and will meet and

exceed forthcoming code requirements.

LEARN MORE AT: buildings.energy.gov/zero

QUALITY BUILT

DURABILITY

ZERO

ENERGY READY HOME

DOE Zero Energy Ready Home


Existing Home

This label indicates relative performance of this

DOE Zero Energy Ready Home to existing

homes (built between 1990 and 2010) and

ENERGY STAR Certified Homes.

Actual performance may vary.

A Symbol of

Excellence

Every Zero Energy Ready Home

Iconography System

performance package of energy

savings, comfort, health, and

durability unparalleled in

today’s marketplace.


23

BRANDITECTURE

VIUM

Brand Definition



Messaging Platform

Brand Name/URL

Naming Architecture

Corporate Identity

Identity System

Iconography/Symbols

Brand Name and Corporate Identity

Infographics

Website



Website

VIUM

24

BRANDITECTURE

235

2

Table Brandmark of Contents

Brandmark

Table of Contents

Introduction 3

Our Brand

Our Vision 4

Our Purpose 4

Our Promise 4

Our Mission 4

Brand Pillars 4

Brand Values 5

Our Strengths 6

Brand Benefits 7

Personality and Voice 8

Core Messaging

Core Messaging 10

50,000’ Narrative 11



Audience Messaging

Audience Communications 15

Messaging by Audience 16


Visual Identity System

Overview 34

Brandmark 35

Brandmark Color Variations 36

Brandmark Misuse 37

Watermark 38

Visual Elements 39

Shape Mask Library 40

Photography 41

Typography 45

Color Palette 47

Iconography 49

Brand Application

Web/Digital 21

Print 49

Business Card 56

Environmental 57

Apparel 58

Questions? 59

Introduction 3

Core Identity

The Vium logotype is

Our Brand

Our

Vision 4

Our the Purpose brand. It provides a 4

Our consistent Promise foundation 4

Our Mission 4

for building and

Brand Pillars 4

maintaining brand

Brand Values 5

Our equity Strengths while reinforcing 6

Brand bold Benefits brand leadership, 7

Personality and Voice 8

and approachability.

The logotype should be

used consistently in all

global communications.

To ensure legibility of the

logotype, it should never

be reproduced smaller

than the minimum size.

Core Messaging

Visual Identity System

Core Messaging 10 Overview 34

50,000’ Narrative 11 Brandmark 35

35,000’ Narrative 12 Brandmark Color Variations 36

10,000’ Narrative 13 Brandmark Misuse 37

Watermark 38

Audience Messaging

Visual Elements 39

Audience Communications 15 Shape Mask Library 40

Messaging by Audience 16 Photography 41

Typography 45

Competitive Clear Positioning Space

32 Color Palette 47

Iconography 49

X

X

X

Brand Application

Web/Digital 21

Print 49

Business Card 56

Environmental 57

Apparel 58

Questions? 59

X

X

46

Typography

Typography

Examples

Minimum Print Size

Minimum Screen Size

Vium Brand and Identity Guidelines

Vium Confidential | Do Not Distribute

Vium Brand and and Identity Guidelines

44

14 pixels

Typography is more

than just the way you

put words on a page.

The combination

Vium

Confidential | Do Not Distribute

of the font and

the way it is used can

make a quiet statement

or shout out to the world.

It all depends on what

you do with it. Vium uses

one main font, Raleway.

to your audience.

Stacking, capitalization,

color, boldness and

more help words more

powerfully tell your story.

Design. Run. Analyze.

FASTER

Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus.

Vestibulum egestas purus a

aliquam bibendum. Cras condimentum, risus quis faucibus iaculis, velit enim malesuada, a

consectetur nisl dui ut erat.

KNOW. MORE. FASTER.

RICH DATA 24/7

h(x) = ½ log 2 (2πeσ 2 )

consectetur eleifend felis sed rhoncus. In

hac habitasse platea dictumst. Curabitur

quis ipsum consectetur, sodales odio

non, pellentesque ipsum. Maecenas

Photography


Abstract Images

The visual system uses

abstract imagery in

instances where lifestyle

photography cannot

visually communicate the

content or story of our

work.


Abstract images are never

used on their own and

always use a shape mask.



Iconography System

VIUM

25

BRANDITECTURE

portfolios

26

BRANDITECTURE

CORPORATE IDENTITY

27

BRANDITECTURE

CORPORATE IDENTITY

28

Dolor sit iustie tem digna aci erat sequis

init Wissismod estie ent ut pat nonullaa

Ut utpat. Init aute faccum dionsent aliquametue tatuero dionsequat. Ut irit nismodiam

augait amconsent lutat. Tumsan ut venit luptat, veliquam iusciduis aliquat quisi.

BRANDITECTURE

TABLE of

CONTENTS

Table of Contents

BRAND AND IDENTITY

GUIDELINES

3

Introduction 2

Table of Contents 3

Brand Positioning

Brand DNA 5

Values 7

Positioning 8

Benefits 9


Writing and Talking About Broadcom 11

Global Citizenship 13

Brand Identity

Using the Logo 15

Tagline 17

Brand chip 18

Color Palette 19

Broadcom Wave Form 21

Brand Photography 23

Fonts and Typography 25

Usage Examples

Powerpoint Presentations 29

Marketing Collateral 30

Product Badges 32

E-Marketing 33

Advertising 34

Questions? 36

FONTS and

TYPOGRAPHY

Typographic Styles

Typography is more than just the

way you put words on a page. The

combination of the font and the way

it is used can make a quiet statement

or scream to the world. It all

depends on what you do with it.

There is one main font, Arial. But

it “speak” to your audience.

Stacking, capitalization, boldness

and more make words do

your bidding. Want to dare a

developer to try a new Broadcom

product? Try Stacked Type.

Want a less playful communication?

Try Bold Type with Italics.

Colored text Arial Regular

EASY to

CONNECT

Black text Arial Bold

21

EVERYWHERE and

Broadcom

WAVE FORM

The Broadcom Wave Form is a key

element of our brand identity system.

The Wave Form is inspired

by the Pulse found in our logo. It

represents the digital heartbeat provided

by Broadcom technologies

that is Connecting everything®.

Wave Forms are only to be created

by the Broadcom Brand

Team or selected outside

vendors with review and approval

by the Brand Team.

Lowercase verbs,

prepositions and/or conjunctions

UPPERCASE bottom line. Minimum leading

EVERYTHING

Black text Arial Bold

Lowercase verbs,

prepositions and/or conjunctions

UPPERCASE bottom line. Minimum leading

2

Introduction 4

Brand DNA

Vision 6

Mission 8

Promise 10

Purpose 12

Brand Pillars 14

Values 16

Strengths 18


Our Audiences 24

Audience Definitions 25

Audience Personas 31

Messaging Platform 52

Understanding your audience

is key to communicating

effectively. Tailoring your

message to your audience is

a great way to ensure your

message is meaningful and

memorable.

Later in this document we

provide audience-specific

value propositions.

But regardless of your

audience, it’s critical to clearly

and consistently answer three

simple questions:

Elevator Pitch 54

Value Propositions 56


Identity System 64

Brandmark 66

Tagline 70

Color Palette 72

Photography 76

Branded Symbols 78

Typography 80

Templates 82

Questions? 88

3

Who is TaxAudit.com?

With over 3 million members, TaxAudit.com is the leading audit

defense firm in the nation.

What does TaxAudit.com do?

We provide the highest caliber of income tax representation

available — at a price any taxpayer can afford.

Why does that matter?

We relieve you from the nightmare of facing the IRS

and our seasoned professionals work aggressively to

ensure you receive the largest refund possible, or pay

no more tax than you rightfully owe.

Broadcom

PHOTOGRAPHY

All about connecting

With few exceptions, Broadcom

photographic images should depict

real people in modern spaces

using connected technology.

To bring added emphasis to

the people in Broadcom photographs,

the subject(s) may be

silhouetted away from the background

and given a soft, subtle

shadow. These shadows should

be lightly painted with a digital

airbrush, not generated using

automatic shadow effects.

Additionally, the Broadcom waveform

can be interplayed with the

subject and background. Keep

the context of the image’s placement

well in mind when adding the

waveform pattern,

as any panel of Broadcom communication

should aim for one

waveform pattern to act as “hero”

and any others to be visually

subordinate. The hero pattern

could be in photographic images,

or in accompanying graphics.

26

Body copy can range in point size

from 1/4 to 1/2 the height of the headline

Body copy begins after the width

of one x from the headline

ACCELERATING at

THE SPEED OF LIFE.x

50% 50%

50% of bottom of headline Body copy must extend a minimum

of 50% beyond the headline

Photography

TaxAudit.com photographic images of

customers’ likenesses should depict real

people — individuals, couples and families —

in un-staged, realistic situations.

The subjects should appear happy and

satisfied. A person with a peaceful expression,

staring off-camera, may project great ease

and peace of mind. A subject with a simple

smile, looking straight at the camera, can

suggest the utmost customer confidence

When depicting TaxAudit.com employees,

or customer testimonials, subjects should

be silhouetted away from the background

and may be given soft, natural shadows.

These shadows should be lightly painted

with a digital airbrush, not generated using

automatic shadow effects.

52

Note:

Only use photographic images

TaxAudit.com owns or licenses

the rights to use. Do not download

copyrighted images or other files or

materials from the web.

53

23

76

77

BRAND AND IDENTITY GUIDELINES

29

BRANDITECTURE

Designing

ENVIRONMENTS

Design Inspiration

Broadcom Brand Pillars:

Use our brand pillars as a source

of inspiration for your design:

Innovation

Connectivity

Growth

Broadcom environments should embody

these pillars to express the strength of the

company and the energy of our brand.

We are pioneers of the technological

forefront. A Broadcom environment should

Our environments should be:

• Powerful

• Fluid

• Connected

• Bold

• Thoughtful

• Sleek yet comfortable

• Uncluttered, bright, and inviting

Brand Photography

Photography is an important element

of our visual style. It reinforces our

values and helps bring the Silver

Spring Networks brand to life.

Be bold. Be authentic. Be Brilliant.

Whether you are staging a shoot or

using stock photography, strive for

images that sparkle with life and color.

15

Designing

ENVIRONMENTS

Setting the Dial

Corporate Brand

& Identity Guidelines

Avoid generic business metaphors and

overly staged photos. Diversity of ethnicity,

age and gender should also be kept in mind

Just as in other forms of expression of the Broadcom brand,

environments can be designed along a spectrum of possibilities.

Be mindful of the type of work or activity being performed in any

environment and dial the energy of your design up or down accordingly.

Designing

ENVIRONMENTS

Public Spaces:

Lobbies and Entries

PRIMARY AUDIENCE: THE PUBLIC

PRIMARY FUNCTION: ESTABLISH THE BRAND

Use our primary brand colors in lobbies,

entrances and other customer-facing areas.

Red is our recommended pop of color

Emphasize white and gloss surfaces to

express our bright future. Use brushed

aluminum for metal surfaces to capture

our commitment to innovation.

Use strong, modern furniture to bring our

leadership and quality story to life.

Reception desks should be black or white, or

a combination using light wood as an accent.

Dark brown/walnut woods are to be avoided.

separate spaces and add necessary privacy.

First Impressions

Matter

Lobbies and public spaces are our

opportunity to establish the Broadcom

brand with our customers and

partners. Emphasis on white, red

and black. Use other colors from the

palette sparingly, if at all.

Dial It Down

to Support

Concentration

In work environments where

concentration is required for the

best productivity, a peaceful,

tranquil approach is appropriate.

Color and Design

Enhance Creativity

In areas such as collaborative

workspaces, or amenity areas, use

bolder branded treatments to add

dynamism and foster collaboration.

Dial It Up Designing to

Grab Attention ENVIRONMENTS

In environments like trade shows

where there is massive Design competition Inspiration for

attention, we need to pump it up. Be bold

and inventive. Experiment Broadcom with highly Furnishings:

contrasting colors. Explore complex

Sleek Yet Comfortable,

waveforms with aggressive shapes.

Uncluttered, Bright, Inviting

Brand Color Palette — details

Pantone Coated Pantone Uncoated CMYK HEX RGB

PMS 302C PMS 302U 100-25-0-50 005581 0-85-129

7

Primary

Brand Colors

PMS 376C PMS 376U 50-0-100-0 8DC63F 141-198-63

PMS 5395 PMS 5395U 100-44-0-76 00274D 0-39-79

PMS 1665 PMS 1665U 0-68-100-0 F37321 243-115-33

20

PMS 300C PMS 300U 100-44-0-0 0079C1 0-121-193

PMS 378C PMS 378U 34-0-100-60 566C11 86-108-17

Secondary

Brand Colors

PMS 202C PMS 202U 0-100-61-43 98002E 152-0-46

PMS 1235C PMS 1235U 0-29-91-0 FDBB30 253-187-48

PMS 5405C PMS 5405U 58-170-46 3B6E8F 59110-143

PMS Process BlackC PMS Process BlackU 0-0-0-100 000000 0-0-0

Neutral

Brand Colors

PMS Black 6C PMS Black 6U 0-0-0-60 666666 102-102-102

PMS Cool Gray 4C PMS Cool Gray 4U 0-0-0-40 A7A9AC 204-204-204

22

18

9


30




300

300

250

Lorem Ipsum One

Lorem Ipsum One

Lorem Ipsum One

200

150

100

50

0

16%

68

52

63

A Lorem Ipsum

B Lorem Ipsum

C Lorem Ipsum (projected)

Cras at eros

ut nibh porta

ullamcorper vel

72

58

70

71%

78%

126

52

124

Cras at eros

ut nibh porta

ullamcorper vel

62%


62%

71%

71%

78%

78%

0% 20% 40% 60% 80% 100%

2007 Lorem Ipsum

2010 Lorem Ipsum

2013 Lorem Ipsum (projected)


BRANDITECTURE


Brand DNA

Our Values

The values that guide our decisions and actions

Excellence

NEEA will be a high-performance organization as evidenced by its focus on and

commitment to accountability and continuous improvement, as well as the cost

efficiency of its activities. In order to deliver on its promise of excellence, NEEA will

embrace human resources policies and practices that effectively attract and retain

high-performing talent.

Design:

Gradients and

Shadows

Product and Application Icons

These icons are always white against one of

the four product family backgrounds. The

white icon is given layer effects based on

the platform for which the icon is intended.

Introduction 2

Table of Contents 3

Brand DNA 4

Vision 5

Mission 5

Purpose 5

Promise 5

Brand Pillars 5

Values 6

Strengths 7

Who We Are, What We Do, Why It Matters 8

Benefits 9

Our Behavior 10

Writing and Talking About NEEA 11

Message Architecture 12

Elevator Pitch 12

How We do Our Work 12

Referring to NEEA 13

NEEA Vocabulary 13


Table of Contents

Teamwork/Collaboration

Effective teamwork and collaboration—both internally and among all stakeholders—

are essential to NEEA’s ability to deliver value to the region. To collaborate effectively,

NEEA must engage in clear and open communications, and embrace diversity of opinion

and perspective.

Nimbleness

Given the dynamic nature of the energy business, NEEA’s future success will likely depend

on the ability to respond to unanticipated changes. It will be important for NEEA

to have a structure of governance and management that supports the ability to adjust

to such changes.

Integrity

Integrity includes honesty—both by the organization and the individual conduct of

staff and management—as well as transparency and openness.

Audience Communications 14 Use Examples: Concepts

Supportive work environment

Audience Breakdown 15 Brochure 36

NEEA is committed to a supportive environment for its employees, including work-life

Audience Value Propositions 16 Website 37

balance, and a culture of respect and kindness.

Trade Show Presence 38

Positioning 20 E-marketing 39

Sustainability

Online and Print Advertising 40

NEEA is committed to the practice of sustainability in its day-to-day operations and

Brand Architecture 22

decision-making. The organization is committed to “walking our talk.”

Third Party Branding 24 Use Examples: Templates

Presentation 42

Designing for the NEEA Brand Northwest 23 Energy Business Efficiency System Alliance NEEA Brand and Identity Guidelines. 45 Proprietary and Confidential. Do not distribute.

Standard Logo Usage 24 Report Cover 46

Alternate Logo Use Option 25 Funder Report 46

Improper Logo Usage 26 Letterhead 46

Photo Ribbon 27 Press Release 46

Photo Shadow Spec 27 Data Sheet 47

Other Image Treatments 28 Quarterly Report 47

Photo Selection and Use 29 Questions? 48

Color Palette 30

Color Palette Details 31

Typography and Fonts 32

Graphic Style and Elements 33

Putting it All Together 34

NEEA Chart Styles 35


6

NEEA Infographics Styles

Application and Product Icons are

always designed as a white icon on one

of our four colored backgrounds.

The icon as a whole on a computer, tablet, or

phone screen will have layer effects added

as defined by the respective OS, which will

be covered later in this guide.

Feature, Benefit and Functional Icons

are generally executed with one color

without gradients, but may employ a

vertical gradient and subtle inner and

outer shadows.

If layer effects are employed, set the light

angle at 90° for any blending style.

Keep all shadows (inner shadows and drop

shadows) very soft, with percentages of

opacity in the 50% range. Typically 1 or 2

pixels of size or distance is sufficient.

AVG Iconography Guidelines | Confidential | Do not distribute.

Feature, Benefit,

Functional and Status Icons

These one-color icons may

be given subtle layer effects to

boost visibility and legibility.

Background

All icon backgrounds relate to

product family and AVG benefit.

Layer effects

Effects vary depending

on destination platform.

Icon Graphic

Icon artwork is always white.

Construction:

Web/Desktop/Mobile

Icons should be consistent across UIs.

While 9different UIs have specific

requirements for the treatment of icons, all

AVG icons should be consistent across all

platforms and instances of use.



3



Use Examples

The following pages describe the specific

treatments and artboard size requirements

for the following platforms:


aMW Savings

103.3 Total Regional Energy Savings

For all 2010, in aMW

103.3

90

75

68.9

60

68

45

30

20.1

15.6

15

10.6

34.4

9.0

6.6

9.5

0

Current 2005 2010

Initiatives

Baseline + Local Incentives

Net Market Effects

Market Share

How NEEA works


Time

Lorem Ipsum

Investment

Savings

Baseline

183

200

302

1997 2005 2010



Market Share

How 103.3 NEEA aMW works Total Regional Savings

Driving From all market 2010 initiatives, transformation by state.

8.0%

Washington

46.2%

Oregon

14.3%

Idaho

Montana

34.8%

Time

Market Transformation

Savings

Baseline

Value Cost

How NEEA works


Time

Iconography

Guidelines

be

iconic

Web/Print

Windows 7 / Vista

Windows XP

Mac OS X (Aqua)

iOS

Android

Windows Mobile

Use your best judgment in creating an

icon that can stand out as user defined

backgrounds can affect the visibility

of your icons.

Codes and standards

Codes and standards

AVG Iconography Guidelines | Confidential | Do not distribute.

15




47




31

BRANDITECTURE

BRAND AND IDENTITY

GUIDELINES

SOFTWARE AG

ICONOGRAPHY

Software AG uses simple outline icons derived from Streamline Icons, manipulated when necessary to further the library and employ a consistent

line weight. All Software AG icons use Software AG Primary Blue, either stand-alone (preferred) or reversed out of a circle (option).

SOFTWARE AG

POSITIONING STRATEGY

1 SOFTWARE AG BRAND AND IDENTITY GUIDELINES VISIONARY STRATEGY:

BRAND POSITIONING STRATEGY

CONFIDENTIAL LAST MODIFIED: | DO NOT MAY DISTRIBUTE 20, 2015

The core concepts behind the Software AG brand

THE POWER OF WHY

Our brand positioning

strategy is grounded in a clear

understanding of Why we

exist, How we will execute, and

What we offer the market.

These core principles are

the foundation of our brand

and these guidelines.

WHY?

We know software.

You know your business.

Together we can achieve great things.

POWERPOINT

TEMPLATE

HOW?

We’re the co-innovation company.

Let’s invent a better future together.

WHAT?

Software AG offers the world’s first

Digital Business Platform enabling you

to rapidly innovate, differentiate and

win in the digital world.

STANDARD ICONS (Preferred)

REVERSE ICONS (Option)

Use the Software AG PowerPoint template if you are creating a new

presentation. These are available on the Marketing Extranet: 32 SOFTWARE AG BRAND AND IDENTITY GUIDELINES CONFIDENTIAL | DO NOT DISTRIBUTE

https://marketingextranet.softwareag.com

You will also find a complete PowerPoint guide in the extranet, including

instructions on how to convert your current presentations to the new template.

The Software AG PowerPoint template contains a “for internal use only” citation,

which can be deleted if appropriate. Use the Software AG Icon Library and the

Graphics Library PPT for graphical elements. This is available on the Marketing

Extranet and is updated regularly, so please check for latest versions.

3 SOFTWARE AG BRAND AND IDENTITY GUIDELINES CONFIDENTIAL | DO NOT DISTRIBUTE

PHOTOGRAPHY

HOW-TO-GUIDE

MANIPULATION


Once the subject of the image has been masked, the background is desaturated (muting all color to gray)

and it’s layer transparency is reduced to roughly 20%, then merged with a background of pure white.

MASKING HAIR

Masking hair is an art. There are many resources for instructions and tutorials of how to effectively perform

hair masking in Photoshop. This link is to one comprehensive instructional video:

https://www.youtube.com/watch?v=GJHHwytbnlI

FADE TO WHITE

One way to integrate photography into a design is to use white gradients to fade the edges or corners to

white so that one or more of the sides of the image no longer has a distinct border.

FINAL, FULL BLEED

ORIGINAL

DESATURATED

BACKGROUND

MASKED FOREGROUND

FINAL, FADE TO WHITE



32

BRANDITECTURE

process

33

BRANDITECTURE

Hello again. I help organizations identify what

makes them unique. I then provide them with

tools to express their brand in compelling and

unforgettable ways.

you are your brand

I posses a wealth of experience creating powerful

brands and the tools for growing, managing, and

maintaining them.

I’ve worked with many consumer, retail and

business brands to bring clarity of purpose and

proprietary distinction through the development of

meaningful core brand concepts.

I equip these companies for continued success by

providing strategy, messaging and design services

to grow and manage their brands over time.

Here’s my approach to building a strong brand.

34

define

your dna

Look deep inside and answer the simplest,

but hardest questions:

Who are you?

What do you do?

Why does it matter?

Let those answers be your guide

as you develop your Brand DNA.

Essence

Your core spirit that is embodied in all you do

Purpose

Your reason for existence

Vision

Your vision of the future and how you will contribute to it

Mission

How you will make your vision a reality

Values and Strengths

The values that guide your decisions and actions, and the strengths

you rely on in order to keep your promise and to uphold your values

Brand Promise

The promise you make every time you go to market

Personality Traits

Your distinguishing qualities and characteristics

Tone of Voice

Your authentic tone and style of communication

Functional Benefits

What you offer your customers

Emotional Benefits

How you make your customers feel

Self-Image Benefits

How your customers’ relationship with you changes the

way that they see themselves (and believe others see them)

Positioning

The place you seek to hold in people’s hearts and minds

PURPOSE

Connecting everything ®

POSITION

The Internet for Kids

PURPOSE

To maximize energy efficiency

Identify your unique place in the universe. Your

brand should motivate and align your team, inform

your decisions and shape your communications.

HOW TO BUILD A STRONG BRAND

35

see through

others’ eyes

Your brand will ultimately live in the minds of your audiences.

Understanding your audiences is key to developing a successful strategy.

Identify your core audience groups —

the folks who should care about your brand.

Do whatever it takes to see yourself through their eyes and to

understand how and why your brand matters to them.


36

find your place

Study your competition. But don’t stop there.

Get to know all the other brands that are vying for your customers’ attention.

Then stake out your place in that universe — a position only you can own.

Difference

Relevance

Value

Your position is your unique place in

the universe that only you can own.

It must be authentic and believable

to your audiences.


37

speak clearly

Create a central messaging platform for your brand

that honestly communicates your unique value.

Develop audience messaging to tell your story

in authentic ways to different groups.

Every brand needs a voice.

Great messaging helps your audiences

understand your value (what you do)

and your values (what you stand for).


38

BRANDITECTURE

think

strategically

Look at everything you do, and ask a simple question:

Do my actions and words authentically express my brand?

Make changes that will have the biggest effect on how you are perceived.

Is it customer service? Is it your culture? Is it communications?

Align your products and services with your brand promise.

Leverage communications and social media to get your message out.


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deliver

Clear

Strategy

Deliver the most authentic and

compelling brand experience possible.

Compelling Messaging

A Memorable Logo

Iconic

Packaging

Inspiring Storytelling

Captivating

Voice

Smart Brand Extension

The Perfect Name

Distinctive Communications


40

A&W

HP

Organicann

Avalon Naturals

Hills Bros.

Safeway

AVG

Hyperion

Sebastiani

Beauty Without Cruelty

Jive

Seva Foundation

Blurb

Keynote Systems

Silver Springs Networks

Broadcom

KidZui

Seva Foundation

Brown-Forman

Laura Chenel

SoftwareAG

clients

Circus Lolo

Cloudera

Listel

Lowepro

Splunk

TaxAudit.com

Clorox

Low Gravity

Thomas Fogarty

Coca-Cola

Far Niente

U.S. Department of Energy

Crystal Geyser

Mother’s Cookies

Vium

De Loach

Murphy-Goode

White Oak

Dice

NEEA

Zap!

H2O.ai

Puppet

Zscaler

41

z

BRANDITECTURE

GLENN MARTINEZ

I grew up surrounded by artists and designers, and everyone,

including me, knew from a very early age that art would be

my life’s path.

Though I was originally trained in fine art, I opened my first

design studio in my late teens in 1977. I am a relentless

creative machine and have been satisfying communications and

marketing objectives for regional, national and global companies

ever since. I have been recognized repeatedly for the caliber of

my creative work.

In my approach to both brand and design, I believe in the

beautiful union of logic and grace. My left and right lobes

play very well together and as an artist and a business-person,

I possesses an affinity for discerning obscure patterns, and

creating aesthetic and conceptual order out of chaotic and

disassociated elements. I like a challenge. I am cheerful

and fun to work with. I always over-deliver.

bio

I enjoy work much more than you would think a person ought

to. I continue to paint and sculpt, and am a licensed pilot,

a passable lead guitarist, a former extreme skier, and, um, a

bonafide circus impresario. And speaking of the circus, last year,

my wife Smita and I founded Low Gravity to harness the power

of Circus Lolo and inspire wellness and promote joy through

laughter and participation.

BIO

42

thank you

BRANDITECTURE

you are your brand

strategy | messaging | design

Glenn Martinez

707.526.3198 | 808.464.6627

glenn@branditecture.com

43

BRANDITECTURE You Are Your Brand

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