the taleo brand. our identity guide for logos, colors
TRANSCRIPT
The Taleo Brand Guide. Conf ident ia l. © Copyr ight 2012. Al l R ights Reserved.
The Taleo Brand. Our Identity Guide for Logos, Colors, Fonts, and Tone.
Expires 12/31/12
The Taleo Brand Guide. Conf ident ia l. © Copyr ight 2012. Al l R ights Reserved.
Questions: Please contact the Taleo Creative Services Team
Jon Anderson Senior Creative [email protected] 925.452.3391
This is our brand. When it is consistently and carefully managed, it becomes our most valuable asset. A focused identity heightens awareness and strengthens brand equity around the world.
Taleo helps organizations improve the performance of their business by unlocking the power of their people. Our integrated cloud based talent management solutions optimize how organizations hire, manage, develop, and reward their people.
talent intelligenceTaleo’s secret ingredient–talent intelligence – is the insight companies need to capitalize on their most critical asset–their people. Talent intelligence gives companies the ability to capture meaningful information on people and helps managers gain insight and act on it to drive better business performance.
Jessie Edwards Senior [email protected] 904.607.2887
3The Taleo Brand Guide. Conf ident ia l. © Copyr ight 2012. Al l R ights Reserved.
Brand Essence
Our Brand CharacterConversational, yet professional and informative.
A Strong Brand Inspires Loyalty People want to be associated with strong brands: “Nobody ever got fired for choosing IBM.”
A Strong Brand Can Have a Positive Impact On the Stock PriceGoogle, Apple, and Facebook are most commonly cited. Strong brands command premium stock prices. Brand quality has a positive effect on investing in company valuation.
A Strong Brand Can Build an Emotional Connection Already evidenced so early on in Taleo’s first branding effort, customers want you to succeed and will provide their support.
A Strong Brand Allows a Company to Enter New Categories Provided it is perceived to be within the stucture of the brand. Cisco is often cited here as moving from pipes to things that pipes deliver.
A Strong Brand Allows a Company to Enter Into New Geographies Particularly in the global economy, a strong brand will garner a much easier entry.
4The Taleo Brand Guide. Conf ident ia l. © Copyr ight 2012. Al l R ights Reserved.
Company Logo
Primary Logo
The Taleo logo is the simplest and purest
representation of our brand. The Taleo logo
cannot be altered in any way. It may only appear
in approved colors and can never be rotated,
re-arranged, distorted, or deconstructed.
A version of the logo using the trademark symbol
“TM” is also available for international use.
> See page 10 for approved
logo/ color combinations.
Files available include:
> Corporate Logo US ®
> Corporate Logo International version “TM”
> Black Version
5The Taleo Brand Guide. Conf ident ia l. © Copyr ight 2012. Al l R ights Reserved.
Improper Logo Usage
Don’t use drop shadows on the logo
Don’t use the logo in any color other than black, white, and our primary brand colors
Don’t use the logo in any color other than black, white, or 2 primary greens on other colors
Don’t use the logo with more than 2 colorsi.e. white, dark green, and light green
Don’t frame in the logo
Don’t represent the logo in typeset form
Don’t stretch or condense the logo
Don’t use the logo without the ®
6The Taleo Brand Guide. Conf ident ia l. © Copyr ight 2012. Al l R ights Reserved.
The Taleo corporate tagline is: TALENT INTELLIGENCE KNOwS.
The tagline is considered artwork and cannot be retyped with logo. See editorial guidelines on page 14 for more information on punctuation.
Files available:
> US Version ®> International English Version (logo includes “TM”)> French Canadian Version
Logo with Tagline – Right Position
Logo with Tagline – Left Position
Logo with Tagline – Lower Position
Logo with Tagline
7The Taleo Brand Guide. Conf ident ia l. © Copyr ight 2012. Al l R ights Reserved.
The Taleo Bug symbolizes convergence of talent and insight enabled by Taleo’s suite of talent
management applications: recruiting, performance, learning, succession, and compensation.
If used as artwork, the bug visual should not be altered or deconstructed.
Taleo Bug
8The Taleo Brand Guide. Conf ident ia l. © Copyr ight 2012. Al l R ights Reserved.
Taleo uses consistent colors to help reinforce the brand standard. Please do not introduce new colors
into the palette.
Files available:
> Color Profiles for Adobe Creative Suite
> PDF of Colors
Corporate Colors
Primary Colors
Support & Accent Black
The two color bug artwork can only appear on white or PMS 356
Logo should appear as white with any other color
9The Taleo Brand Guide. Conf ident ia l. © Copyr ight 2012. Al l R ights Reserved.
Taleo Enterprise Product Suite
when specific product is featured first, suite name is shown in grey – PMS 5497 C
Logo Positioning Examples – Brochures
Files available:
> Individual Suite Versions > Individual Product Versions
10The Taleo Brand Guide. Conf ident ia l. © Copyr ight 2012. Al l R ights Reserved.
Taleo Business Edition Product Suite
when specific product is featured first, suite name is shown in grey – PMS 5497 C
Logo Positioning Examples – Brochures
Files available:
> Individual Suite Versions > Individual Product Versions
11The Taleo Brand Guide. Conf ident ia l. © Copyr ight 2012. Al l R ights Reserved.
The use of the Taleo fonts in all communications ensures brand consistency.
Treatments
Headline Two Helvetica Medium, Title Case, Size 12, 75% Black
HEAdlinE OnE Helvetica Bold, Caps, Size 14+, Brand Green
Subhead Helvetica Bold, Title Case, Size 9, 50% Black
Body Copy
Body Copy
Helvetica Light, Size 9, 60% Black
Times New Roman, Size 9, 60% Black
Helvetica NeueHelvetica Neue 35 ThinTaleo Is Talent Management
Helvetica Neue 35 Thin ItalicTaleo Is Talent Management
Helvetica Neue 45 LightTaleo Is Talent Management
Helvetica Neue 45 Light ItalicTaleo Is Talent Management
Helvetica Neue 55 RomanTaleo Is Talent Management
Helvetica Neue 56 ItalicTaleo Is Talent Management
Helvetica Neue 65 MediumTaleo Is Talent Management
Helvetica Neue 66 Medium ItalicTaleo Is Talent Management
Helvetica Neue 75 BoldTaleo is Talent Management
Helvetica Neue 76 Bold ItalicTaleo Is Talent Management
Helvetica Neue 85 HeavyTaleo Is Talent Management
Helvetica Neue 86 Heavy ItalicTaleo Is Talent Mana gement
Times New RomanTimes New Roamn RegularTaleo Is Talent Management
Times New Roman ItalicTaleo Is Talent Management
Times New Roman BoldTaleo Is Talent Management
Times New Roman Bold ItalicTaleo Is Talent Management
ArialArial RegularTaleo Is Talent Management
Arial ItalicTaleo Is Talent Management
Arial BoldTaleo Is Talent ManagementArial Bold ItalicTaleo Is Talent Management
Corporate Fonts
Helvetica Neue is the primary type face and should be used for headlines, subheads, and body copy
Times New Roman can be used as body copy for printed documents
Arial is the typeface to be used for all online applications
12The Taleo Brand Guide. Conf ident ia l. © Copyr ight 2012. Al l R ights Reserved.
WrITING –TALEO STyLE Speak Simply and Stand Out Our voice is defined by the choice of words we use to communicate our brand. Our market voice is clear, thought provoking, and compelling because it’s backed by our innovation, execution, and customer success.
In writing, Taleo speaks in the active voice because the active voice takes responsibility for action. Taleo is direct and to the point. we stand out as the leader in talent management because we tell a compelling story of award-winning software, unparalleled service uptime, and unmatched customer satisfaction. we deliver on the promise of what we say.
Our tone is confident and knowledgeable but not cocky. Rather than boast loudly of achievements, our voice of experience factually cites our brand connections and relationships with the most respected companies, partners, researchers, analysts, and practitioners in talent management.Taleo voice sounds like business partners having a conversation that is direct, clear, respectful, personal, and friendly. Our conversations are person-to-person. we believe that business is a shared challenge and success is mutual.
If you were to think of Taleo as a person, you could summarize our personality by using these words [BRIGHT, GLOBAL, LEADER, DEDICATED, PERSONABLE, CONFIDENT, PASSIONATE] and these values [QUALITY, INTEGRITY, PASSION, HUMANITY, PARTNERSHIP, INNOVATION].
Our intense collaborative culture runs on sustained customer satisfaction. The momentum of customer success stories and conversations will drive our growth faster than any clever tagline, perky jingle, or multi-million dollar ad campaign. Honest customer voices always sound more compelling to our prospects and other audiences than our own, no matter how much we say or how loud we say it.
Write the Way you TalkWrite short sentences. Avoid long ones. If in doubt, write the way you talk. No need to get fancy. Most people will understand what you say a lot better than what you write. Eschew jargon. Shun the acronym. Reject long strings of hyphenated adjectives. Keep your writing clear, simple, and concise. Know your audience.
Positioning is great. Leverage a streamlined high-tech, world-class, web-based, on-demand, andstate-of-the-art solution for integrated best-of-breed functionality and maximum bottom-line results. That last sentence was a joke. Don’t write marketing copy like that.
But messaging is finer. Transform your talent management experience by connecting everyone in the process to a single system of record—designed for people and built for business. Create a good story and stick to it.
Statements are great. Leading organizations worldwide trust Taleo solutions and services to power their talent management processes and drive business performance.
But simpler is better. People are the difference. Talent management is the strategy. Talent drives performance. TALENT INTELLIGENCE KNOwS.
Taleo Editorial Guide
13The Taleo Brand Guide. Conf ident ia l. © Copyr ight 2012. Al l R ights Reserved.
What’s the big idea? Describe fancy concepts with plain words. Simplify the complex. Be direct and clear. Stick to the point and people will think you’ve got a big idea.
Use a serial comma structure when listing three or more items. Serial commas make sentences easier to read, understand, and remember. They’re essential for situations where there are complex lists like potatoes, carrots and peas, and rutabagas.
Once is enough. Add a ™ to the first appearance in body copy of a product name like Taleo Performance™ or ® for registered phrases and you’re done. Avoid using these symbols in headlines if possible.
We avoid clichés (like the plague). we rarely use “cute example” phrases wrapped in quotation marks or exclamation points!!!—unless they are used as special effects in a direct response piece.
We use italics for Titles of Articles, Books, and Papers. Italics help define titles of white papers, articles, and books like The Chicago Manual of Style and Strunk & White’s The Elements of Style.
don’t use quotation marks. “Quotation marks” are reserved for quotes.
We capitalize product names. Use initial caps for Taleo Business Edition and Taleo Recruiting, but not talent management solutions or talent intelligence.
Four bullets about bullets.
> Start bulleted phrases with a verb.
> End bulleted phrases with a period.
> Use first word initial cap and the rest lower case.
> Avoid semicolons and commas.
Shake periods liberally. Put them at the end of bulleted phrases but not lists of items, into phone numbers like 1.888.836.3669 instead of dashes, and use them for web addresses like taleo.com.
Avoid semicolons and hyphens. No one really knows how to use semicolons correctly and they are like accidents. Everyone will stop reading to see what’s wrong. Minimize hyphenation. Use onsite, online, and on demand. No hyphen required.
Give 100 percent. when using percentages like 100 percent in body copy, spell them out as percent in the US and per cent in the UK. Unless it’s a situation where you say more than half (51%) and use brackets for the actual number. The % sign is OK in charts and direct marketing pieces—as is almost anything as long as it pulls a high percentage (>20%) of responses.
Choose words like they mean something. write like words are expensive. Use only the words that
you need. Avoid the million dollar ones. Free the verbs.
Taleo Editorial Guide
14The Taleo Brand Guide. Conf ident ia l. © Copyr ight 2012. Al l R ights Reserved.
rIGHT WrONG TALENT INTELLIGENCE KNOwS.
talent intelligence
Taleo Corporation
taleo.com
Taleo Enterprise
Taleo Business Edition
Taleo Knowledge Exchange (TKE)
applicant tracking system (ATS)
Taleo Talent Grid
Recruiting, performance, learning, and compensation.
Taleo customer career sites and talent solutions
Our talent intelligence white paper offers new insights.
Taleo enables you to succeed.
Leading companies use Taleo.
Dogs chase cats.
Get onsite access to our on demand solutions online.
we will respond immediately.
More than 2,000,000 users and 300 million candidates.
Global organizations use Taleo talent management.
Leading companies choose Taleo Enterprise.
Realize business performance improvements.
1.888.836.3669
Internet
web
100 percent
a.m.
Talent intelligence knows
Talent Intelligence
Taleo, Inc.
http://www.taleo.com
TEE
TBE
Taleo knowledge exchange (TKE)
Applicant Tracking System (ATS)
Taleo’s Talent Grid
Recruiting, Performance, Learning and Compensation.
Taleo’s customers’ careers sites and its talent solutions
Our Talent Intelligence white Paper offers new insights.
Taleo enables you to succeed.
Taleo Enterprise Edition is chosen by leading companies.
Cats are chased by dogs.
Get on-site access to our on-demand solutions on-line.
Our response will be “quicker than greased lightning”.
Over 2,000,000 users as well as 300 million candidates.
Global organizations use Taleo Talent Management.
Taleo Enterprise Edition is chosen by leading companies.
Business performance improvements will be realized.
1-888-836-3669
internet
web
100%
am
Taleo Editorial Style Guide
15The Taleo Brand Guide. Conf ident ia l. © Copyr ight 2012. Al l R ights Reserved.
I have received and read the Taleo brand standards and agree to adhere to the corporate guidelines. Please return acknowledged copy to Jon Anderson at [email protected].
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