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BRAND GUIDELINES
v3
© 2018 CloudArmy www.cloud.army 2
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About This Document
Brand Snapshot
Logos and Brain Icons
Taglines
Font Family
Font Usage Examples
Graphic Design Style Cues
Colour Palette
Distinctive Asset - Curled Paper Banner
Distinctive Asset - Magnifying Glass Tagline
Distinctive Asset - Brain Cloud and Viewfinder
Distinctive Asset - Icon Library
Distinctive Assets - Graphic Elements
Infographic - The Roots of Decision
Infographic - Services Chart
Photo Style Guide
Contact Info
INDEX
© 2018 CloudArmy www.cloud.army 3
What are Brand Guidelines?If you represent the CloudArmy brand in any way this document is your guide. It will explain the tone of language you should use, the types of images that best represent the “brand” and how to use the CloudArmy logo and graphics, without exception. Brand Guidelines is an evolving document and will be updated, improved upon and added to over time. If you download this document, please check for updates and be sure you are using the most recent version. The version number is located at the bottom right hand corner of the cover.
What is a Brand?A Brand is the image people have in mind when they think about a product, service or place. “Branding” is how we put that image there. Branding should reflect how different we are from our competitors and attract, engage and retain those who are a fit for CloudArmy. It is important that everything from brochures to the website have a consistent look and feel, which is defined by these guidelines.
These guidelines also aim to inspire the CloudArmy team to create fun, unique, meaningful and ownable CloudArmy communications. Onwards and upwards!
Feedback, Questions or Requests?Email bill@cloud.army
ABOUT THIS DOCUMENT
© 2018 CloudArmy www.cloud.army 4
Our VisionTo be the category leader and “must consider” for marketers who are serious about the role implicit testing research plays in maintaining the stature of leading brands and developing challenger brands.
Our Valueso Curiosity
o Discovery
o Transparency
o Ethical and open science
o Creative intuition
o Playful collaboration
Our Personality o Confident
o Optimistic
o Approachable
o Fun and Engaging
o Passionate
o Disruptive
Our VoiceConfident. We speak with conviction and authority but remain open-minded.
Our Looko Clean
o Contemporary yet timeless
o Worldly
o Established
o Sophisticated
o Stylish
One-Word Equity
Enlightening
One day this will happenThe CloudArmy name will be synonymous with credibility,discovery and innovation. CloudArmy will be viewed andrecommended as the leader in Implicit Response Testing by marketers, the research community and marketing agencies.
BRAND SNAPSHOT
The following should guide your thinking when writing copy and designing communication pieces.
“One-Word Equity”: As you can see below, the CloudArmy One-Word Equity is “Enlightening”. Ask yourself this question when you create any communication piece: “Is this enlightening?”. If the answer is “no” then the piece is not on brand. Back to the drawing board you go.
© 2018 CloudArmy www.cloud.army 5
LOGOS AND BRAIN ICON
Primary LogosThe Primary Logos are to be used tastefully - free of busy backgrounds, flourescent colours and complicated patterns. The blue Primary Logo shows best on a white background. The reverse Primary Logo shows best on either the CloudArmy “Sky Blue” (see page 11) or a clean area of a photograph, as on the cover.
Brain IconsThe CloudArmy Brain Icons should be used as accents. At no time should it be expected to represent the brand exclusive of the primary logo appearing at least once. For example, the CloudArmy Primary Logo is represented in this document at least 10 times, which allows for the use of the Brain Icon on page 19.
CA_Primary Logo_blue
CA_Primary Logo_reverse
CA_Brain Icon_blue
CA_Brain Icon_reverse
ResourcesCloudArmy Marketing Brand Guidelines
Logos andBrain Icon4 4 4 4
The logos and Brain Icons can be found on the CloudArmy Drive:
© 2018 CloudArmy www.cloud.army 6
TAGLINES
The CloudArmy tagline best describes how curiosity-driven we are and how empowering that character trait is - for us and our client partners.
ResourcesCloudArmy Marketing Brand Guidelines
Taglines
4 4 4 4
The taglines can be found on the CloudArmy Drive:
Empowered by CuriosityCA_Tagline_1 line_black
Empowered by CuriosityCA_Tagline_1 line_blue
CA_Tagline_1 line_reverse
CA_Tagline_2 lines_black
CA_Tagline_2 lines_blue
CA_Tagline_2 lines_reverse
© 2018 CloudArmy www.cloud.army 7
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Montserrat Medium Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Montserrat Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Montserrat SemiBold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Montserrat Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZabdefghijklmnopqrstuvwxyz 1234567890
Montserrat Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZabdefghijklmnopqrstuvwxyz 1234567890
Montserrat Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZabdefghijklmnopqrstuvwxyz 1234567890
Montserrat Light
FONT FAMILY - MONTSERRAT
Montserrat is the CloudArmy brand font and is to be used whenever and wherever possible.
Default Font: Should Montserrat be unavailble or unpractical for use in a specifc media, Century Gothic is to be used.
Coloured Type: As a warmer option to black, body copy should be coloured in Pantone Cool Gray 11 whenever and wherever possible. To add interest and draw the eye, headlines and subheads can be coloured blue Pantone 299C. The “Font Usage” on page 8 provides examples. Colour references are on page 9.
ResourcesCloudArmy Marketing Brand Guidelines
Fonts
4 4 4 4
The Montserrat font family can be found on the CloudArmy Drive:
© 2018 CloudArmy www.cloud.army 8
FONT USAGE EXAMPLES
This Font IsMontserrat MediumLorem ipsum dolor sit amet, consectetur adipiscing elit. Pe llentesque quis pellentesque libero, gravida pulvinar diam. Curabitur eleifend nisi vel risus blandit volutpat. Sed suscipit enim at bibendum interdum.A hendrerit. Cras eu lacinia ex. Fusce turpis nulla, euismod eu metus a, porta euismod massa. Etiam eget mi mollis, rhoncus Neque eget, varius odio. Phasellus vel mi aliquam, mattis mi
”Mentum, venenatis euismod sapien aliquet.”
* Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque quis pellentesque libero, gravida pulvinar diam. Curabitur eleifend nisi vel risus blandit volutpat. Sed suscipit enim at bibendum interdum. Vivamus scelerisque tellus non lacinia hendrerit. Cras eu lacinia ex. Fusce turpis nulla, euismod eu metus a, porta euismod massa. Etiam eget mi mollis, rhoncus neque eget, varius odio. Phasellus vel mi aliquam, mattis mi commodo.
9 out of 10 people surveyed prefer Montserrat for charts
73%1,395*
10,371 4
Body copy option 1:Montserrat Light
Body copy option 2:Montserrat Regular
Quotes:Montserrat Italic
Subhead:Montserrat Medium
Numbers:Montserrat Medium
Headline:Montserrat Medium
Legal copy:Montserrat Regular
© 2018 CloudArmy www.cloud.army 9
GRAPHIC DESIGN STYLE CUES
The design elements below are for reference and are not available on the Cloud Army Drive. You will have to create them in the program you design with. To see examples of the following design elements in practice, check out the series of brochures in the folder called "Brochures" on the CloudArmy Drive.
How CloudArmy ReactorTM
empowers enterprising customerso Ut wisi enim ad minim veniam, quis nostrud exerci tation
o Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh beuismod tincidunt ut laoreet dolore magna alibrand attributes
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euis tincidunt ut laoreet dolore magna aliquam erat volutpat.
Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Tulla facilisi. Lorem ipsum dolor sit amet, consec adipiscing elit, sed diam dolore magna ali-quam erat volutpat. Duis autem vel eum iri-ure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore.
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Coloured Type"Sky Blue" can be used for headlines or subheads.
BulletsAs you can see, ours are not the norm.They can be any of the brand colours, including grey.
RulesThin rules ( these examples are .25 point ) used in a tasteful way to organize information.
ArrowsWe use triangles as arrows to add interest and direct the eye to important copy or imagery. The triangle arrow works best when attatched to a rule of the same colour. BTW: Rules and triangles can be any of the CloudArmy colours on page 10.
© 2018 CloudArmy www.cloud.army 10
Cool Gray 7C
20, 14, 12, 40
151, 153, 155
97999b
Cool Gray 3C
8, 5, 7, 16
200, 201, 199
c8c9c7
Cool Gray 5C
13, 9, 10, 27
177, 179, 179
b1b3b3
COLOUR PALETTE
3105 C
44, 0, 11, 0
104, 210, 223
68d2df
299 C
75, 21, 0, 0
0, 160, 221
00a0dd
647 C
96, 54, 5, 27
35, 97, 146
236192
Pantone
CMYK
RGB
HEX
Pantone
CMYK
RGB
HEX
Yellow C
0, 1, 100, 0
254, 221, 0
fedd00
7499 C
1, 2, 24, 0
241, 230, 178
f1e6b2
Cool Gray 9C
30, 22, 17, 57
117, 120, 123
75787b
Cool Gray 11C
44, 34, 22, 77
83, 86, 90
53565a
Deep Blue Sky Blue Turquoise Sunshine Sand
© 2018 CloudArmy www.cloud.army 11
DISTINCTIVE ASSET - CURLED PAPER BANNERS - WITH CONTACT INFO
Curled Paper Banners should always appear at the bottom of the page and bleed to the right, left and bottom edges where possible. If bleed is not possible, a keyline should be used to contain the banner (see example) to help create the effect of the paper being curled. The width of banner you use will depend entirely on what works best in the communication piece. As you will see on the following page there are also options with different information in the banner.
CA_Curled Paper Banner_contact info_medium
CA_Curled Paper Banner_contact info_wide
CA_Curled Paper Banner_contact info_narrow
ResourcesCloudArmy Marketing Brand Guidelines
Distinctive Assets
Curled PaperBanners4 4 4 4 4
All versions of the Curled Paper Banners can be found on the CloudArmy Drive:
© 2018 CloudArmy www.cloud.army
DISTINCTIVE ASSET - CURLED PAPER BANNERS - NO CONTACT INFO
CA_Curled Paper Banner_no contact info_medium
CA_Curled Paper Banner_no contact info_wide
CA_Curled Paper Banner_tagline only
CA_Curled Paper Banner_no contact info_narrow
This version of the banner may be used only if a CloudArmy logo appears elsewhere on the page.
© 2018 CloudArmy www.cloud.army 13
DISTINCTIVE ASSET - MAGNIFYING GLASS TAGLINE
The Magnifying Glass Tagline, like the Curled Paper Banners, is a visual way to bring our Tagline to life.
ResourcesCloudArmy Marketing Brand Guidelines
Distinctive Assets
Magnifying Glass4 4 4 4 4
All versions of the Curled Paper Banners can be found on the CloudArmy Drive:
Empowered byCuriosity
CA_Magnifying Glass Tagline_clean CA_Magnifying Glass Tagline_distorted
© 2018 CloudArmy www.cloud.army 14
DISTINCTIVE ASSET - BRAIN CLOUD AND VIEWFINDER
The Brain Cloud and Viewfinder images are ideal for presentation covers, etc.
ResourcesCloudArmy Marketing Brand Guidelines
Distinctive Assets
Brain Cloudand
Viewfinder4 4 4 4 4
All versions of the Curled Paper Banners can be found on the CloudArmy Drive:
CA_Brain Cloud with ViewfinderCA_Brain Cloud
CA_Viewfinder
© 2018 CloudArmy www.cloud.army 15
DISTINCTIVE ASSET - ICON LIBRARY
Icons will add visual interest and draw the eye to a piece of information you want to highlight. All main Icons shown below in Sky Blue are available in the 5 brand colours. This allows for flexibility when more than 1 icon are used on the same page. It is conceivable for all icons on a page to be the same colour or different colours. Secondary Icons are only available in white.
Don’t See the Icon You Need? email bill@cloud.army
Deep Blue
RecruitingReactor Transparency ScalabilityEthical
and Open
Sky Blue Turquoise Sunshine Sand
Service
24 Hour No Yes
Curiosity
Asterisk
Turnaround Location Email Phone
ResourcesCloudArmy Marketing Brand Guidelines
Icons
4 4 4 4
Icons can be found on the CloudArmy Drive:
Main Icons
Secondary Icons
© 2018 CloudArmy www.cloud.army 16
DISTINCTIVE ASSETS - GRAPHIC ELEMENTS
These Graphic Elements have been used in CloudArmy brochures. They are available to help add personality, fun, and interest to whatever it is you are designing.
All Infographics can be found on the CloudArmy Drive:
ResourcesCloudArmy Marketing Brand Guidelines
Distinctive Assets
Graphic Elements4 4 4 4 4
CA_Thought Bubble Cloud CA_Evolution of Discovery_with arrow CA_Tracking Brands_with arrow
CA_Tracking Brands_no arrowCA_Evolution of Discovery_no arrow
© 2018 CloudArmy www.cloud.army 17
INFOGRAPHIC - THE ROOTS OF DECISION
There are a few versions of the “Roots of Decisions” infographic. The example below is the main version that focusses on the Cloud Army ReactorTM difference.
TraditionalExplicit Research
Implicit Testing
Fast ExplicitTesting
Pioneering, onlineself-guided teststo discover theroots of consumerdecisions
CloudArmyInnovation
ReactorTM Tests
Nonconscious Decisions
Conscious Decisions
THE ROOTS OF DECISIONS
All Infographics can be found on the CloudArmy Drive:
ResourcesCloudArmy Marketing Brand Guidelines
Distinctive Assets
Infographics
4 4 4 4 4
CA_Infographic_Roots of Decisions
© 2018 CloudArmy www.cloud.army 18
INFOGRAPHIC - SERVICES CHART
When using the Services Chart, please consider the readability of the smaller type. The Chart is also available without headline.
Outsource to CloudArmyNeuro Experts
Ad Hoc: No-commitment pricingper completed test session
CloudArmy procures panels
Numerous off-the-shelf test Apps
Real-time accessWhite Label CloudArmy Reports
Pick Your Speed. Crawl, Walk, Run or Fly.
Full AutonomyWhite Label Option
Partner Pricing to supportiterative testing
Bring Your Own PanelIntegrate with ReactorTM
Branded, custom testsPrepopulated templates
Import to your systems (Big Data)Create your own visualization
Neuro Design & Analysis Expertise
Pricing
Recruiting
Customization
Data and Visualization
44444444
44
CA_Infographic_Services Chart_with Headline
All Infographics can be found on the CloudArmy Drive:
ResourcesCloudArmy Marketing Brand Guidelines
Distinctive Assets
Infographics
4 4 4 4 4
© 2018 CloudArmy www.cloud.army 19
PHOTO STYLE GUIDE
All approved photos can be found on the CloudArmy Drive:
ResourcesCloudArmy Marketing Brand Guidelines
Photos
4 4 4 4
Search the word “discovery” and a stock photography site will have you believe “discovery” is represented by a businessman on a mountain top looking off into the distance through a hand held telescope. Not so! Discovery is a young child discovering a starfish for the first time, as far as we are concerned.
CloudArmy imagery has to reflect “Our Personality” as identified on page 4, which means digging deeper into stock resources to find images that are engaging, fun, disruptive, etc. Closecut smaller images can be used to support a story or add interest to a copy heavy page. The images on the next 2 page are just a few examples of approved photos. There are more images on the CloudArmy server.
Can’t Find The What You Need on The Server? email bill@cloud.army
Awe-Inspiring Curiosity
© 2018 CloudArmy www.cloud.army 20
Discovery
Disruptive
PHOTO STYLE GUIDE
Fun
Unique
© 2018 CloudArmy www.cloud.army 21
CONTACT INFO
Feedback, Questions or Requests?Email bill@cloud.army
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