brand guidelines - squarespacestatic1.squarespace.com/.../acumatica-brand-guidelines.pdf ·...

1Acumatica Brand Identity Guide - Jan 2014 1

Brand Guidelines

January 2014


IntroOur Mission ................................................Brand Promise ...........................................Brand Values ..............................................Guide Importance ......................................

IdentityLogo ............................................................Logo Space .................................................Logo Colors .................................................Logo Misuses .............................................Color Palettes .............................................Gradient Use ...............................................

TypographyPrimary Typeface .......................................Secondary Typeface ....................................

ContentsGraphic ElementsGraphics ........................................................Iconography ..................................................Mark ..............................................................Photography .................................................Marketing Communications ........................

Verbal IdentityBrand Voice ...................................................Using Our Voice .............................................Key Messages ...............................................

4567

101112131415

1819

2223242526

293031


Intro


Intro

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


Brand Promise

We are here to make the perfect business management solution for you.


Brand Values

ExcellenceWe work hard to give the customer the best quality product or experience in

everything we do.

CommunityWe listen to and care about our community and want to give that human touch in all

that we do.

IntegrityWe do the right thing for

the right reason. We trustand are trusted.

CuriosityWe strive to be inquisitive,

to explore new frontiers and ideas that advance the world.


Use these assets and guide to accurately communicate the Acumatica brand.

Why is this guide important?Our brand is more than our logo. It is a design scheme made up of a number of core elements and guiding principles that combine to create a distinctive look and feel that is immediately recognisable as Acumatica.

This guide will help to familiarize you with the core brand elements to assist you in designing and producing dynamic and powerful communications with a degree of flexibility.

8Acumatica Brand Identity Guide - Jan 2014

Inspire people to work smarter, with better tools.


Identity


Logo

LogotypeMark

Logo

Our logo is the most visible element of our identity: a universal signature across all Acumatica communications.

It is a guarantee of quality that unites our product, partners, and marketing communications.

The logo is made up of two elements: the mark and the logotype. The logotype should never appear without the mark.

The following pages cover the correct usage to ensure the logo always looks its best.


Logo Spacing75%

50%

75% Clear Space

75%50%

75% Clear Space

To ensure that our logo is clearly visible in all applications, surround it with sufficient clear space —free of type, graphics, and other elements that might cause visual clutter— to maximize the recognition and impact of our identity.

When the logo is used, a minimum clear space of 75% of the capital A’s height should be maintained.

In addition, 50% of the captial A’s width should be maintained between the mark and the logotype.

Whenever possible, right align the logo.

Note: This is only the minimum amount of space needed. You can never have too much negative space around the logo.


Logo Colors

Oxford Blue logo on white background.

Gradient mark logo version on a dark background.

White logo on Oxford Blue background.

Gradient mark logo version on a white background.

When using our logo, contrast is important. Use Oxford Blue on light or white backgrounds and a white logo on dark backgrounds.

If necessary, the Mayan Indigo gradient version of the mark can be used. However, in these instances, the logotype should remain solid Oxford Blue or white.


Logo MisusesTo maintain the integrity of the Acumatica logo, and to promote the consistency of the brand, it is important to use the logo as described in this guide.

The examples shown to the right illustrate possible misuses of the Acumatica logo that should be avoided.

Cloud ERP Management System

x

x

x

x

x

x

x

x

DON’T create a logo lockup with text.

DON’T stretch the logo.

DON’T change the proportions between the symbol and logotype.

DON’T mix colors from the palette.

DON’T rearrange the logo elements.

DON’T create a gradient logotype.

DON’T rotate the logo.

DON’T use non-approved colors.

Please DON’T:


Color PalettesOxford BlueRGB 000 / 000 / 051HEX #000033CMYK 94 / 88 / 43 / 65PANTONE 289 C

Electric IndigoRGB 102 / 102 / 255HEX #6666FFCMYK 70 / 64 / 0 / 0PANTONE 266 C

Mayan BlueRGB 051 / 204 / 255HEX #33CCFFCMYK 59 / 0 / 0 / 0PANTONE 298 C

Primary PaletteThese are the core colors that give us our personality and reinforce our brand values. By predominantly sticking to these three colors, all materials will be consistent.


Secondary PaletteThese colors can be used to support the primary color palette and to create varience when necessary. Never use the secondary colors on their own. They should only be used to compliment the core colors.

Atomic TangerineRGB 247 / 148 / 31HEX #F7941FCMYK 0 / 50 / 98 / 0PANTONE 715 C

Steel GreyRGB 209 / 209 / 212HEX #D1D1D4CMYK 17 / 13 / 12 / 0PANTONE 427 C

Mayan Indigo GradientTYPE LinearCOLORS Mayan Blueto Electric Indigo

Soft GreenRGB 222 / 255 / 210HEX #DEFFD2CMYK 13 / 0 / 23 / 0PANTONE 7485 C

Soft BlueRGB 212 / 238 / 253HEX #D4EEFDCMYK 16 / 0 / 0 / 0PANTONE 545 C

Color Palettes


Gradient UseHere are some effective ways to use the Mayan Indigo Gradient to enhance the Acumatica brand:

• The gradient can be used effectively as a background color.

• It can be used with a 90% opacity over photography.

• The gradient can be used to provide signifigant negative space.


Disrupt the industry with new ways of thinking and doing.


Typography


Typefaces

It is the voice of Acumatica and should be used thoughtfully as headlines, lead-ins, or other areas where there is small amounts of text that need to make an impact.

We recommmend a weight of 250 should be used in large headlines and a weight of 600 to be used for sub-heads, lead-ins, pull-outs, and quotes.

AaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789 !@#$%^&*()=+

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789 !@#$%^&*()=+

Aa

Primary: Titillium

Titillium weight 250

Titillium weight 600


Typefaces

It is a modern san-serif typeface that should be used in areas where legibility is most important. This includes body text, data, and app use.

Depending on the usage, the font weight light or extra light can be used.

AaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789 !@#$%^&*()=+

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789 !@#$%^&*()=+

Aa

Secondary: Source Sans Pro

Source Sans Pro - Regular

Source Sans Pro - Light


Involve people to become a part of the conversation.


Graphic Elements


GraphicsIn order to keep our brand looking consistent and cohesive, it is important to choose illustrations that pair well with the look and feel of Acumatica.

A good Acumatica illustration uses: • Flat colors and shadows • High contrast and rounded corners • Technology-oriented subject matter • Whimsical imagery without being goofy


IconographyWhen choosing icons to use for projects or promotional material, it is important that the images fit the Acumatica brand.

Icons should be flat, one-color designs with rounded corners.

These are icons that do not fit within the Acumatica brand and should be avoided.

x

DON’T use icons that are 3D, multicolored, beveled, all straight angles, or use drop shadows.


MarkWhile our logotype should never appear without the mark, the mark can be used on its own in special circumstances. It can be used as an abstract design element to add interest to materials.

The mark must never be stretched or skewed. Some examples of how the mark can be used are shown.

Mark


PhotographyWhen adding photography within the Acumatica brand, it is important to choose photographs that illustrate what we are all about—technology, commerce, movement and endless possibilities.

It is important to make sure that the photographs are vibrant and clear—never pixelated or stretched.


Marketing CommunicationAll of Acumatica’s marketing communication should respect the rules outlined in this guide.

Websites, print materials, and promotional materials should: • be clear, clean, and refined• be organized effeciently• have a sense of purpose


Re-Imagine technology to give people the best experience.


Verbal Identity


Brand VoiceThis is our personality. The way we write, the things we say and do—all should use a consistent voice. We want everyone who follows us, reads us, interacts with us, to experience the same personality.

Acumatica’s voice

We’re passionate about making the perfect business management solution for our customers. To do this, we’ll use not only our expertise, but our collaborative people skills. We’ll create trust with our customers and be easy to approach so that people will want to work with us to solve their business challenges. To top it off, we’ll stand out by being smart and funny.

These attributes—expert, trusted, passionate, open and witty—make up our voice. Together, they describe the identity of a company that says: We are here to change the world of business.

EXPERT

TRUSTED

PASSIONATE

OPEN

WITTY


Using Our Voice

Intelligent

Approachable

Witty

Honest

In our complex industry, we want to be informative and useful to our customers. We want them to want to hear from us, we tell them something they don’t know.

The world of business solutions is complicated enough as it is. We want to be the company people feel comfortable turning to for their business needs.

We want to stand out with a sense of humor that is intelligent and memorable.

We want to be trusted. We call it like it is. We mean what we say and we say what we mean. Openness begets openness.

Intelligent communication is:• Smart but not smarty pants• Informative but not boring• Simple but not simplistic

Approachable communication is:• Easy going but not lazy• Friendly but not insincere• Knowledgeable but not preachy

Witty communication is:• Funny but not rude• Intelligent but not pandering• Memorable but not negative

Honest communication is:• Candid but not harsh

Why It’s Important What It Sounds Like


Key Message AreasUse these four key points to focus your message when you’re communicating to the public about Acumatica.

Our commitment to each of these principles is what makes us unique from other software companies.

Where the magic happens.

ExcellenceWe offer the best Cloud ERP

solution today.

InnovationWe challenge the ERP

status quo.

PartnershipWe will help you run your

business together.

InclusivenessWe embrace the diversity in

the world.


Watch us change the world.

brand guidelines - squarespacestatic1.squarespace.com/.../acumatica-brand-guidelines.pdf ·...

Documents