Corporate Brand & Identity Guidelines

2Table of Contents

Table of Contents 2

Brandmark 3

Brandmark Integrity 4

Brandmark Sizing 5

The Swoop 6

Brand Photography 7

Color Palette 8 Typography 9

Questions? 13

3Wordmark

Symbol

GrayscaleClear Space Black Reversed

X

1/2 X

1/2 X

Brandmark

Master MarkOur identity system is designed to be flexible so you can communicate effectively with different audiences. But our logo (symbol and wordmark) always remains the same.

The Silver Spring Networks brandmark (logo) should never be modified. Do not alter the logos form or rendering. Do not de-couple the Silver Spring Networks logos symbol and wordmark.

4Silver Spring

The Silver Spring Networks logo has been carefully designed to reflect our brand personality and it should always appear in its original form with sufficient clear space surrounding it.

The Silver Spring Networks type is a custom design and does not belong to any standard font family. Do not reset the Silver Spring Networks type or alter it in any way.

Do not alter the overall shape of the Symbol or the gradient shading.

To ensure the impact and preserve the integrity of the logo, any deviation from the established standard usage is prohibited. The examples at right show improper usage of the Silver Spring Networks logo.

Never change the logo color(s)

Never place the logo against a background texture that

would inhibit legibility

Never place the logo against a background color that would inhibit legibility

Never distort the logo in any way that would

compromise legibility

Never add graphic effects to the logos elements

Do not put the logo in a containing

shape or background

Never recreate the logo using other typefaces

Maintain the Integrity of the Brandmark

5The Silver Spring Networks logos required lock up means the logo can not be reduced below certain sizes for print and digital reproduction.

For typical print instances, the logo may not be reduced below 1 inch width. In certain print mediums, such as embroidery or silk-screen, the minimum sizing for legibility of the word NETWORKS may be larger.

Where the logo is used in digital form, such as for software or the web, the logo may not be reduced below 100 pixels. At any size in digital form, pro-ducing optimal legibility of the word NETWORKS requires pixel-by-pixel retouching and/or other techniques, such as duplicate layers.

For reproduction of the logo outside of these size requirements, please contact: brand@silverspringnet.com

Maintain the Legibility of the Brandmark

Preferred Sizing

Software Logos

2 1

100 pixels100 pixels < 100 pixels

< 1

POWERED BY

6The Swoop

The Silver Spring Networks Swoop is a key element of our brand identity system. The Swoop is inspired by the movement and energy found in our logo.

The swoop may be used as a line, a color field, a photo crop, etc.Use the swoop as a visual design accent where appropriate.

7Photography 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 overly staged photos. Diversity of ethnicity, age and gender should also be kept in mind

Brand Photography

8Nothing differentiates a brand like color. It creates context and sets a mood. It creates a lasting impression and is an instantly recognizable part of a brand. Thats why so much careful thinking went into the Silver Spring Networks palette.

The palette is broken down into three categories: Primary, Secondary and Neutral.

These colors have been selected for what they say individually and in combination with each other. And it is very important that they be used in the right way, and given the right prominence.

Using the brand colors correctly is important. But its also important to use them creatively. Color lends another opportunity to amplify your design; you can use brighter colors or or more muted colors from the palette, depending on your audience and the message you are trying to convey.

Brand Color Palette

PrimaryBrand Colors

Core Brand Colors

Supporting Brand Colors

SecondaryBrand Colors

NeutralBrand Colors

PMS 302

C100 M25 Y0 K50R0 G85 B129HEX #005581

PMS 376

C50 M0 Y100 K0R141 G198 B63HEX #8DC63F

PMS 5395

C100 M44 Y0 K76R0 G38 B76

HEX #00264C

PMS 1665

C0 M68 Y100 K0R244 G115 B33HEX #F47321

PMS 300

C100 M44 Y0 K0R0 G121 B194HEX #0079C2

PMS Process BlackC C0 M0 Y0 K100 R0 G0 B0 HEX #000000

PMS Black 6C C0 M0 Y0 K60 R102 G02 B102 HEX #666666

PMS Cool Gray 4C C0 M0 Y0 K40 R204 G204 B204 HEX #A7A9AC

PMS 378

C34 M0 Y100 K60R86 G108 B17HEX #566C11

PMS 202

C0 M100 Y61 K43R152 G1 B46HEX #98012E

PMS 1235

C0 M29 Y91 K50R253 G186 B49HEX #FDBA31

PMS 5405

C58 M17 Y0 K46R58 G111 B143HEX #3A6F8F

Primary Logo Colors

PMS 302

C100 M25 Y0 K50R0 G85 B129HEX #005581

PMS 377

C45 M0 Y100 K24R120 G162 B47HEX #78A22F

PMS 3282PMS 376 PMS 376

PMS 2925PMS 302 PMS 302

Ring Gradient ColorsType Colors

C100 M25 Y0 K50R0 G85 B129HEX #005581

C100 M25 Y0 K50R0 G85 B129HEX #005581

C85 M24 Y0 K50R3 G151 B214HEX #0397D6

C50 M0 Y100 K0R141 G198 B63HEX #8DC63F

C50 M0 Y100 K0R141 G198 B63HEX #8DC63F

C100 M0 Y46 K15R0 G149 B144HEX #009590

9Leading/Kerning Proper leading is determined by adding 5 point leading to the point size of the font. For example, a 12 pt. font would require a 17 pt. leading. Kerning begins at a baseline of -3 for 911 point fonts.

Tighten the kerning by 1 for each increase of 3 point sizes. Refer to the chart for specific kerning. Always use discretion to ensure that copy has a consistent look and feel across your document and with other documents that use the Silver Spring Networks visual identity system.

Leading and kerning for point sizes larger than 32 will need to be determined by the individual designer of the document, maintaining consistency with the Silver Spring Networks visual identity system.

Fonts & Typography

Font Family: AvenirTo help unite the great volume of Silver Spring Networks communications into a consistent and recognizable look, we use Avenir LT Standard (Avenir) as our type font family.

Primary Font Weights The Silver Spring Networks brand uses Avenir Roman for heads and Avenir Light for body copy.

Secondary Font WeightsOur secondary font weights are Avenir Book and Heavy. These additional font weights may be used to dial emphasis up or down.

Secondary Font The serif font, Weiss, should only be used as headline text, in long, text-intensive documents such as books, to help with legibility, or in formal applications such as invitations.

Digital FontFor digital communications where the Avenir Family is not an option, such as websites, software user interfaces, or presentations, it is recommended to use Arial, which is an HTML default type.

10

Primary Font Weights

Avenir LT Standard Light and Roman

35 Light

A B C D E F G H I J K L M N OP Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z12 3 4 5

35 Light Oblique

A B C D E F G H I J K L M N OPQ R S TU V W X Y a b c d e fg h i j k l n o p q r s t u v w x y z123 4 5

55 Roman

A B C D E F G H I J K L M N OPQ R S T U V W X Y a b c d f g h i j k l m n o p q r s t u v w x y z12 3 45

55 Oblique

A B C D E F G H I J K L M N OP Q R STU V W X Y a b c d e fg h i j k l m n o p q r s t u v w x y z1234 5

Secondary Font Weights

Avenir LT Standard Book & Heavy

45 Book

A B C D E F G H I J K L M N OP Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z123 45

45 Book Oblique

A B C D E F G H I J K L M N OPQ R STUV W X Y Z a b c d e fg h i j k l m n o p q r s t u v w x y z1234 5

65 Heavy

A B C D E F G H I JK L M N OPQR S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z1234 5

65 Heavy Italic

A B C D E F G H I J K L M N OPQ R STUV W X YZ a b c d e fg h i j k l m n o p q r s tu v w x y z12345

11

Digital Font

Arial

Regular

A B C D E F G H I J K L M N OP Q R ST U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z12 3 4 5

Italic

A B C D E F G H I J K L M N OPQ R ST U V W X Y Z a b c d e f g h i j k l m n o p q r s tu v w x y z123 4 5

Bold

A B C D E F G H I J K L M N OPQ R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z12 3 4 5

Bold Italic

A B C D E F G H I J K L M N OP Q R ST U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z12 3 4 5

12

04 pt05 pt

06 pt 07 pt08 pt

09 pt10 pt11 pt

12 pt 13 pt14 pt

15 pt16 pt17 pt

18 pt 19 pt20 pt

21 pt22 pt23 pt

24 pt 25 pt26 pt

27 pt28 pt28 pt

30 pt 31 pt32 pt

-1

-2

-3

-4

-5

-6

-7

-8

-9

-10

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Point Size Kerning Point Size Kerning Point Size Kerning Point Size Kerning Point Size Kerning

Body Copy Leading and Kerning

13

Questions?

If you need more information on the brand guidelines, please email brand@silverspringnet.com.

If you need access to templates, photos or logos, please visit the Brand Tool Kit page on SilverNet: https://silvernet.silverspringnet.com/MKTG/Pages/Brand-and-Presentation-Toolkit.aspx

Last modified: May 21, 2012