brand guidelines - acano · pdf filebrand guidelines 4 human progress has been fueled by the...

1BRAND GUIDELINES

Brand Guidelines

VERSION 1.0 | JULY 2013Designed & developed by WORK AS, Oslo

2BRAND GUIDELINES

Content

SECTION 1 ! THE ACANO BRAND

Vision statement 4

Moodboard 5

SECTION 2 ! BASIC BRAND ELEMENTS

Brand introduction 8

Brand identity assets 9

Logo 10

Logo rules & tips 11

Colors & materials 12

Typography 13

Typography in use 14

Typography for shared docs. 15

Icons 16

Icon overview 17

Photo style introduction 19

Photo style samples 20

SECTION 3 ! ELEMENTS IN USE

Applied brand identity 22

Applied brand samples 23

Joint branding principles 25

Use of tagline 29

Joint branding w/tagline 30

Contact info 33

QUESTIONS?

3BRAND GUIDELINES

Section 1:The Acano Brand

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Human progress has been fueled by the exchange of ideas.

But what happens when technology limits this exchange? When our best ideas don’t add up to much because the right people fail to connect?

Acano unites previously incompatible audio, video and web technologies in coSpaces – virtual meeting rooms, only radically better. With coSpaces, people work wherever their ideas and creativity thrive.

Enter your coSpace.

VISION STATMENT

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Mood boards visually illustrate the direction of style which we are pursuing. They serve as a visual tool to reference the overall ‘feel’ that we are trying to achieve.

With Acano we are approachable by focusing on daylight, white space, solid materials, precise craft, clean typography and a splash of color to brighten the perception of the brand. We operate in the digital realm but we are more

about sharing the experience and removing technology. Technology is in the background and there to make our experience better, not to be flaunted.

Moodboard

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Accelerate ideas by rethinking the way we collaborate across space and time.

FRESHIntuitive& Human

Acano Mood Board, July 2013 –

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Section 2:Basic Brand Elements

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The web has made us all global companies. With desktops, mobiles and pads online location has become less relevant and this couldn’t be more true with Acano.The brand identity should express itself in every touchpoint of the brand to give a consistent brand expression regardless of language and culture.

Brand identity is tangible and appeals to the senses. You can see it, touch it, hold it, hear it, watch it move. Brand identity fuels recognition, amplifies di"erentiation, and makes big ideas and meaning accessible. Brand identity takes separate elements and unifies them into a whole system. This document gives guidelines to achieve a stronger brand identity.

INTRODUCTION

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The Acano brand identity assets consist of a wordmark as our logo, a color palette, a family of fonts and a set of unique UI icons.

The following pages give further introduction to when and how these elements should be used in order to create the strongest possible brand appearance.

LOGO FONT

COLOR PALETTE UI ICONS

HELLO FREEDOMsay goodbye

to technology silos and missed connections

1234567890

@&#

Brand Identity Assets

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The Acano wordmark is the result of a careful exploration of graphic styles to appropriately reflect the attitude of Acano. The attributes of each letter is considered as well as the relationship between them to make it unique and recognizable and legible at the same time.

The Acano wordmark is our signature and should not be modified for any reason.

Acano WordmarkPRIMARY LOGO – Spicy Red SECONDARY LOGO – Grey

NEGATIVE LOGO – Spicy Red NEGATIVE LOGO – Grey

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When applying the Acano logo it is important to surround it with whitespace to avoid clutter and enhance read. As a rule of thumb we propose the height of the logo as this “clear space” around the logo.

Although we like to see our logo big, the logo is drawn to be able to appear small – but there is a limit to this. We therefore recommend a minimum logo size of 13mm / 0.5”.

Logo Rules & Tips

= 1x

= 1x

= 1x

13mm / 0.5”

Recommended surrounding whitespace is equivalent to the height of the logo.

CLEAR SPACE

MINIMUM SIZE

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The primary brand color is Acano Spicy Red. The color carries a punch so we recommend using it sparsely to maintain a light overall feel.

Avoid using all colors on the same page unless you are working with graphs and charts. Tints of the colors are allowed to add depth.

Color code description and recommended use.The color codes provided are the most common colors used internationally. If in doubt of which code to provide here is a quick introduction :

PMS: Pantone – Most accurate for professional printing and therefore recommended whenever possible. CMYK: also referred to as “4-color printing process”, less accurate/crisp than PMS but also less cost.RGB: Standard screen/monitor color, also recommended for Word, Excel and PowerPoint files.HEX: Hexadecimal – HTML color code for web. FILM: 3M self colored adhesive film. NCS: Natural Color System – Interior paint color (EU/Asia)BM: Benjamin Moore – Interior paint for North America. RAL: Used for varnish and powder coating.

NOTE!The Acano Spicy Red color will appear di!erent depending on the color code and treatments used. Refer to these codes to get as close as possible to our desired color range. If the color codes referred to here are not available from your supplier please contact the design/marketing team for assistance.

Colors & Materials

PRIMARY COLORS

SUPPORTING COLORS SECONDARY COLORS & MATERIALS

ACANO SPICY RED

PMS: Pantone Warm RedCMYK: 00 / 81 / 89 / 00RGB: 255 / 55 / 34HEX: !3722FILM: 3M 100-368NCS: 0580-Y90RBM: 2002-20, Bull’s Eye Red RAL: 3020, Tra"c Red

GREY 1

PMS: 420CMYK: 6 / 4 / 6 / 13RGB: 199 / 201 / 199HEX: C7C9C7FILM: 3M 100-384NCS: 1500-NBM: 2134-60, Whitestone RAL: 7047, Telegrey 4

GREY 4

PMS: 425CMYK: 48 / 29 / 26 / 76RGB: 84 / 88 / 90HEX: 54585AFILM: 3M 100-706NCS: 7500-NBM: 2121-10, Gray RAL: 7011, Iron Gray

GLACIER BLUE

PMS: Pantone 306CMYK: 75 | 0 | 5 | 0RGB: 0 / 180 / 226HEX: 00B5E2FOLIE: 3M 100-602NCS: 1060-BBM: N/A RAL: 5012, Light Blue

GREY 2

PMS: 422CMYK: 19 / 12 / 13 / 34RGB: 158 / 162 / 162HEX: 9EA2A2FILM: 3M 100-605NCS: 3000-NBM: 2121-30, Pewter RAL: 7004, Signal Gray

GREY 5

PMS: 426CMYK: 94 / 77 / 53 / 94RGB: 37 / 40 / 42HEX: 25282AFILM: 3M 100-12NCS: 8500-NBM: 2124-10, Wrought Iron RAL: 7021, Black Gray

OAK

Oiled solid oak.

GREY 3

PMS: 424CMYK: 19 / 12 / 13 / 34RGB: 112 / 115 / 114HEX: 707372FILM: 3M 100-038NCS: 5500-NBM: 2121-20, Steel Wool RAL: 7046, Telegrey 2

ALUMINUM

Solid aluminum with a matte finish.

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Type is an integral part of the corporate identity, and used together with the corporate colors becomes a powerful visual communication tool. Consistent typography enables material to be presented in a clear, distinctive manner. The type face Proxima Nova has been chosen on the basis of its flexibility and legibility.

Note:Never replace Proxima Nova with fonts that appear similar.

Contact the marketing department for a licensed copy of the font.

Typography

PROXIMA NOVA

ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ abcdefghijklmnopqrstuvwxyzæøå 1234567890 &@?!+-/*

PROXIMA NOVA | Light


PROXIMA NOVA | Regular


PROXIMA NOVA | Semibold


PROXIMA NOVA | Bold

The Big IdeaAcano unites previouslyINCOMPATIBLE AUDIO, VIDEO AND WEB TECHNOLOGIES

IN COSPACES

14BRAND GUIDELINES

Proxima Nova o!ers many weights and all of these are recommended however for di!erent use.

To get you started on the right track we have some recommendations for use of styles to achieve a consistent Acano brand appearance.

Typography in use

PROXIMA NOVA

The Big Idea HEADING:Proxima Nova light

SUBHEAD:Proxima Nova regular

BODY COPY:Proxima Nova regular

PARAGRAPH HEADING:Proxima Nova bold

It’s about the experience not the technology. Whether you are on a smartphone, tablet or PC, place phone calls, video calls and share content in the same way.

Join the same meeting on audio as someone using video. The technology disappears and everyone simply gets the best possible experience no matter his or her device.

Unlimited devices, at the same timeHave any number of devices you like. Move seamlessly between devices. Use whichever you prefer. You can also use multiple devices at the same time. Use your phone for voice privacy and your iPad for video. Or your video endpoint to see people and your iPad to see a presentation.

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Arial is the recommended typeface for use on personal computers when creating body text in correspondence documents.

Typical example is a Powerpoint document that can be shared with others that may not have Proxima Nova installed on their computer.

Note:Arial is avaiiable on practically every computer out there so stick to Arial and don’t switch with another “similar” font.

Typography for shared documents


ARIAL | Regular


ARIAL | Bold

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User interface icons, or UI icons are made unique to Acano and designed to enhance the user experience and clarify commands and actions.

Just like typography, they are never to be substituted with icons that are not in the Acano icon family.

UI Icons

STYLE SAMPLES

17BRAND GUIDELINES

UI ICON OVERVIEW

Activity People coSpaces

Speaker Mute

SpeakerMicrophone mute

Microphone

GENERAL

Keypad

Layouts

More

Settings

Edit

Chat

Favorite

Search ConnectingError

Account settings

Sharing/ Connect Device#

Full screen Exit Full screen

information Help

Add participant

Participant list

Play

Status indicator

Pause

Expand/ plus

MAIN SECTIONS/VIEWS

AUDIO

CALL / END CALL

Call End call Join call / enter room

Leave call/ leave room

18BRAND GUIDELINES

UI ICON OVERVIEW

SELF VIEW

Expandself view container

Minimize self view container

LAYOUT OPTIONS

Layout 2:All equal

Layout 1:Audio only

Layout 3:Telepresence

Layout 5:Presentation

Layout 4:Speaker only

Layout 6:Presentation

+ video

PARTICIPANT STATUSES

P. status: sharing/

presenting

Audio only participants

in call

Participant status:

speaking

invitation declined

DEVICES

Tablet

iMac

Endpoint(single screen)

Endpoint(dual screen)

PC

Smartphone Laptop

ENCRYPTIONS

Encryption on Encryption o!

CAMERA

Change camera

orientation

Camera muteCamera

19BRAND GUIDELINES

Photography is a powerful communication tool and should be considered carefully, so remember:

We like light and bright environments with tons of daylight – it can be modern, but never “techy”.

It is easier to grasp our communication if we focus on one thing at a time.

We design for people so they are more than welcome in our photos but what we communicate should stay in focus.

Always try to show elements of professional references, i.e. business shirts, not t-shirts.

ACANO PHOTO STYLE

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PHOTO STYLE ! SAMPLES

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Section 3:Elements in use

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Di"erent purpose calls for di"erent application. We have some general guidelines when applying the brand:

A product is something we interact with every day and it should always have a crisp and legible logo to remind the user of the brand – but remember that a legible logo doesn’t mean big.

A promotional item is not something we interact with as often and it can be more playful and scaled up – with promotion the purpose is to attract attention.

APPLIED BRAND IDENTITY

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APPLIED BRAND SAMPLES

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APPLIED BRAND SAMPLES

25BRAND GUIDELINES

For joint branding we have developed some simple rules illustrated on the following pages to achieve the ideal relationship between the Acano logo and other marks. Choose the one most applicable to the mark you are co-branding with.

The examples shown here do not symbolize any current or planned a!liation.

Note:- The objective is to achieve equal visual balance.

- Partner logos should be placed without taglines to avoid clutter and small type that is hard to read.

- Always position logos centered vertically.

- The vertical bar is always as high as the Acano wordmark

- Some adjustments might be necessary to achieve the overall goal of harmony and readabliity.

Joint Branding Principles

EXAMPLES

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When working with logos that are either vertically stacked or of square propotion the maximum height is 2.5 times the height of the acano wordmark and 0.75 times the width of the Acano wordmark.


Note:- Alignment should be centered vertically

Joint Branding – Vertical & square logos

EXAMPLES

X

X YX

2,5 X

X

X YX

Maximum 0.75 Y

2,5 X

X

X YX

2,5 X

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Logos that have symbol and wordmark connected should be maximum 1.5 times the height of the Acano wordmark. Maximum length is 2 times the length of the Acano wordmark.


Note:- Alignment should be centered vertically.

Joint Branding – Horizontal logos w/symbol

EXAMPLES

X

X YX

1.5 X

2Y

1.5 X

2Y

X

X YX

X

X YX

1.5 X

2Y

X

X YX2Y

1.5 X

X

X YX2Y

1.5 X

28BRAND GUIDELINES

Wordmarks are logos that consist of letterforms only and no symbol attached to them. The rule here is simple – the logo should simply be the same height as the Acano logo. There are no length limitations.



- If the logo consists of lowercase letters like the Viju and Acer logos shown here, the lowercase letters should be the same height as the Acano logo.

Joint Branding – Wordmarks

EXAMPLES

X

X YX

1 X

X

X YX

1 X

X

X YX

1 X

X

X YX

1 X

29BRAND GUIDELINES

When using a tagline with the Acano logo our recommendation is that the tagline should respect the size ratio shown here for a balanced logo vs. tagline relationship.

As the example shows the tagline cap heigh is 1/2 the height of the Acano logo and also placed 1/2 of the Acano logo height below the logo – the tagline should be aligned to the left side of the logo horizontally.

Use of tagline

EXAMPLES

X

Y

O!cial Partner

x

1/2 x

1/2 x

Subtitle rendered in Proxima Nova Light

O!cial Business Partner

Licensed Partner

30BRAND GUIDELINES

When working with logos that are either vertically stacked or of square proportion the maximum height is 2.5 times the height of the acano wordmark and 0.75 times the width of the Acano wordmark.



Joint Branding w/tagline – Vertical & square

STYLE SAMPLES

X

X YX

2,5 X

X

X YX

2,5 X

X

XY

XMaximum 0.75 Y

2,5 X

31BRAND GUIDELINES

Logos that have symbol and wordmark connected should be maximum 1.5 times the height of the Acano wordmark. Maximum length is 2 times the length of the Acano wordmark.


Note:- Alignment should be centered vertically.

Joint Branding w/tagline – Horizontal w/symbol

STYLE SAMPLES

1.5 X

X

1X Y2Y

1X

1.5 XX

1X Y2Y

1X

1.5 X

X

1X Y2Y

1X

1.5 X

X

1X Y2Y

1X

1.5 X

X

1X Y2Y

1X

32BRAND GUIDELINES

Wordmarks are logos that consist of letterforms only and no symbol attached to them. The rule here is simple – the logo should simply be the same height as the Acano logo. There are no length limitations.



- If the logo consists of lowercase letters like the Viju and Acer logos shown here, the lowercase letters should be the same height as the Acano logo.

Joint Branding w/tagline – Wordmarks

STYLE SAMPLES

X

X

X YX

X

X

X YX

X

X

X YX

X

X

X YX

33BRAND GUIDELINES

Questions on applying the brand?

Contact:

Jean [email protected]+1 202-531-7966

Contact

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