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Microsoft Corporate Brand Refresh

Expressively Human,Expressively Microsoft

Our new brand visual style, “ExpressivelyHuman,” emphasizes customer focusand the inspirational aspects of ourbrand. It will enable us to make lastingconnections with our customers andtruly reflect the invigorating spirit thatcomes with realizing potential.

Benefits of style

In the past, Microsoft has relied onconsistent deployment of our brandstrategy and core visual elements (suchas color, fonts, logos, templates, etc.)to build our brand relationship withour customers. What we didn’t havewas a unifying visual style—which meantwe didn’t have specific design principlesunderlying how we used those elements.

An empowering promise,a visionary style.

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The introduction of the new Microsoft mission—to enablepeople and businesses throughout the world to realize theirfull potential—and the related brand proposition of RealizingPotential has provided a strong catalyst to redirect theMicrosoft look and feel.

With the creation of our ExpressivelyHuman visual style, we now have thestrongest brand building systempossible: This new visual style reflectsour tones and values, supports ourcommunication priorities, and lets usconvey all our messages effectively.We have an overarching philosophyto guide the visual creation of ourcommunications, ensuring that theMicrosoft brand is evident in all we do.At the same time we also haveindividual graphical elements andimagery that can be calibrated todifferentiate sub-brands. It will enableus to produce the strongest impact,promote our broad range of productsand services, and inspire and motivateour customers, partners, andemployees.

Brand Strategy Bulletin

New Visual Identity

Microsoft Branding GroupMarch 2003

Dimensions of Microsoft style

Brand Strategy Bulletin: New Visual Identity

Our style shows real peopleengaged in real life.

Our visual style is imbued withelements that evoke a personal,emotional connection. Such aseditorial- quality photographsthat depict people in a naturalstate of activity or engaged withthe world. Or images of people’sreactions to what Microsoftproducts and services can helpthem to achieve—excitement,wonder, satisfaction, and, ofcourse, laughter and joy, whichreflect the delightfully distincthuman response of humor.Or simple images of the resultsof human productivity andcreativity—such as jottings ona white board or Tablet PC ora screen showing applicationsopen and in use.

There are four dimensions of thestyle—they comprise the guidingprinciples for every visual expressionof the Microsoft® brand. Each suggestsan idea that contributes to the impactour brand makes on our customers andmust be embodied in the look and feelof all our communications. Of course,the four dimensions will not be

Our style is infused with light,color, and motion.

The Expressively Human style isfull of energy—because it is allabout moving forward, towardrealizing potential. Energy canfind expression in a variety ofways, such as rich, naturallighting; saturated colors; orthe passing glint of a reflection.In graphic communications,transparent elements and colorblends and fades intensify theunderlying sense of illuminationand inspiration.

Humanity

Our style is layered, illustratingdimension and connection.

By creating layers of translucentelements, various graphiccomponents visually mergetogether and operate ascohesive parts of the overalldesign. This visual treatmentcan also be applied to imagery,type, and graphic designelements. Additionally,translucent effects providea non-invasive tool forstructuring information layers,providing depth and dimension.

Our style suggests freedomand potential.

Microsoft communicationsare crafted to create a senseof openness and an almostpalpable feeling of freedom.A clean, unclutteredcomposition is evocative oflimitless potential—openhorizons, no boundaries, noborders. The careful use ofspace communicates freethinking and creation, muchlike a blank canvas embodiesendless possibilities inexpression. Designs shouldfocus on a singular elementsurrounded by generousamounts of free space.

OpennessTranslucencyEnergy

Expressively Humanvisual style provides astrategic framework forall our creative work.

applicable in equal weight in everycommunication; rather it is themeasured integration of all thesedimensions that creates the impressionof our brand as Expressively Human.Together, they can tell a story aboutthe drama of daily life, the dynamics ofcreation, the freedom to aspire, and thepower of shared achievement.

The four elements of style

Brand Strategy Bulletin: New Visual Identity

TranslucencyTranslucency creates a very distinctiveway for us to fulfill the dimensions of theExpressively Human visual style. In thecase of the Corporate Brand, HorizonBands are used to create a richly layeredvisual depth and breadth which gives anexpanding sense of potential andfreedom. They also create a natural wayto structure information and layout. Eachsub-brand will have some distinguishingvisual element that will provide thetranslucent/transparent effect.

Our logoRegardless of the context, the Microsoft®

logo is likely our single most powerfulvisual asset. It is one of the world’s mostrecognized corporate marks, making it apotent symbol for our brand, and yet it isflexible, including being legible in a widevariety of contexts.

Our type familyThe new additions for our corporate fontsare Microsoft Segoe and ITC Berkeley.These two font families have been chosenfor their natural fit with the ExpressivelyHuman style, their flexibility in terms ofattitude and application, and theirreadability in different media, contexts,and sizes. They will include Greek andCyrillic alphabets, as well as Postscriptand TrueType proprietary sets.

Franklin Gothic and Times New Romanwill continue to be used for sub-brands.Eventually Segoe and Berkeley will replacethese fonts as the sub-brand identitiesare updated.

Our colorsThe new style leverages the existingMicrosoft color palette of red, green, blue,and yellow, and rich blends of each color.A secondary color palette, complimentingthe existing colors, is also provided. Thesemore mature, subtle tones create a natural,rich color context that integrates well withthe new photography style; they also givethe sub-brand logos a backdrop againstwhich to stand out brilliantly.

SegoeTM

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZSegoe is our primary proprietary font, created specifically for our brand and is an approachable,open, and friendly typeface.

PMS 172 RedM65 Y85RGB 255-51-0

PMS 360 GreenC55 Y80RGB 102-204-51

PMS 279 BlueC70 M30RGB 0-153-255

PMS 123 YellowM20 Y100RGB 255-204-0

ITC Berkeley

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZITC Berkeley is an elegant serif font for corporate applications. It is extremely readable and providesa nicely balanced contrast to Segoe.

Corporate Horizon Bands provide the translucent/transparent effect.

Images that inspire.

Brand Strategy Bulletin: New Visual Identity

The new Microsoft visual style relies agreat deal on imagery to bring it to life.This includes photography, softwareimagery, and staging (background)visuals. The most important of theseis photography, which reflects ourcustomers and ourselves.

Our approach to photography

Expressively Human photography givespersonification and expression to thefeeling of exhilaration, deep satisfaction,and the many other emotions thatcome with the experience of trulyrealizing potential. In addition, weachieve a sense of openness andfreedom by employing a full bleedimagery that focuses on elementssurrounded by free space and a clean,open composition. Strong infusion oflight and/or color creates a positive,energetic tone. These photographsare spontaneous and honest images,never aloof—always warm andapproachable. They represent a cross-section of cultures, ages, genders, andethnicities engaged with all kinds ofMicrosoft products and services atwork, home, and school—reinforcingthe ubiquitous role technology playsin all our lives today.

Attitude andposture suggestthe quietcontentmentof enterprisesuccess.

Foreground andbackground, thisreflects the deepengagement ofaccomplishment.

Corporate Inspiration Moment

Engaging andjoyful, this is oneof the delightsof life.

When beingproductive iseasier, so issatisfaction—and smiling.

Core Visuals

Corporate Inspirational Moment: Theseare to be used in all communicationsthat support top-level Corporate BrandRealizing Potential messaging. They areimages that radiate with the energy of aperson engaged in a believable act ofhuman expression—the result of an“inspirational moment.” Typically, asingle person is shown—leaping,doing a cartwheel, blowing a bubble—but always enjoying a moment ofprofound satisfaction.

Core Visuals: These are to be used inproduct marketing materials, Web sites,collateral, trade shows, PR, POS (co-branded), direct mail, exhibits, demos,etc. Images may include close-ups ofpeople in natural states of activity andconvey a sense of their daily lives. Theyemphasize people doing, working, andcreating on a practical day-to-day levelof engagement, often in businesscontexts.

These new images are available forimmediate download on the new,improved digital asset managementtool that is replacing Portfolio—MediaBank. Access is available to bothMicrosoft employees and vendors.

https://mediabank.partners.extranet.microsoft.com

There are two types of photography for use:

How to incorporate the newvisual identity.

Brand Strategy Bulletin: New Visual Identity

All brands at Microsoft use the Expressively Human visualstyle. The Corporate Brand deploys it in its purest form,while sub-brands build on it with complimentary elements.

You can think of it mathematically—sub-brand communications are madeup of 30 percent Microsoft brandelements (including the dimensions ofthe Expressively Human style, the fourelements of style, and the Microsoftlogo as an endorser) and 70 percenttheir own unique elements, such astheir own logo, a distinctive selection ofthe visual style elements, and additionalgraphic elements that are all their own.

Thus far, Microsoft Business Solutions,Microsoft Windows® Server 2003,and Visual Studio® .NET have allincorporated the new visual styleinto their branding.

In addition, soon-to-be-releasedMicrosoft products within various sub-brands are creating user experiencesthat parallel our brand visual style andreinforce our brand proposition.

As other Microsoft sub-brands areupdated over the next few years, theywill also incorporate the elements ofour visual style—in proportions that areappropriate to their brand propositions.This overall integration of ExpressivelyHuman will enable Microsoft to createa clear long-term brand style thatconnects all our distinctive brands in ameaningful way; they will work welltogether and build brand equity for all.

The relationship betweenMicrosoft brand and sub-brand

Now that we have a style,what should I do?

Brand Strategy Bulletin: New Visual Identity

Familiarize yourself with the Expressively Human style.Start to use it. And measure all communications you workon against the style.

Where do I go to learn more?

First check out the Brand Tools Website—it’s been updated with newcontent, as well as newly designedin the Expressively Human style.You’ll also find a more robust searchengine for finding what you needand updated assets on Media Bank.In addition, to ensure that you havethe opportunity to fully understandthe new brand strategy and visualstyle, we’re going to start holdingtraining sessions in late March, andwill continue to do so through April.Finally, printed style guides will besent to global marketing personnelin the near future. For more information on thebrand or training, please visithttp://brandtools or e-mail us atbrand@microsoft.com.

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© 2003 Microsoft Corporation. All rights reserved. Microsoft, Windows, and Visual Studio are either registered trademarks or trademarks of Microsoft Corporation inthe United States and/or other countries. The names of actual companies or products mentioned herein may be the trademarks of their respective owners.

Making the right impression.

You may find that in most cases, thequestion “Is this communicationExpressively Human?” is a great helpin making sure your work is in line withthe new Microsoft style.

We hope the new brand visual style willinspire you. And we ask you to usethese elements in a thoughtful mannerto maintain a consistent style acrossMicrosoft. This is the way we will buildand maximize our brand. With yourhelp, we will bring new meaning to theMicrosoft brand—and with everyimpression we make, we will deepenpeople’s awareness of our company asone committed to their success andpassionate about enabling them torealize their fullest potential.

Tiger Tiger Salon – logo and signage

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Alisa Schoedingerhair stylist

503.282.11151808 N.E. Alberta St.

Portland, OR 97211

Appointment

Tiger Tiger Salon – Refresh

3006 NE 31st Ave., Portland, OR 97212m: 503.544.9391 aaronjohnsencreative@gmail.comLinkedIn profile: http://tinyurl.com/p7n5ffg

ExpEriEncEAJ Creative - Freelance Art Director/Creative Director 2013-PresentRazorfish - Associate Creative Director 2008-2013 Portland, ORMarchFirst - Sr. Art Director 2002-2007 Portland, ORUSWeb/CKS - Art Director 1999-2002 Portland, ORMoffatt/Rosenthal Advertising - Graphic Designer/Art Director 1998-1999 Portland, ORFreelance - Art Director 1997-1998 Portland, ORMagnet Design - Art Director of Applause Magazine 1996-1997 Red Wing, MN

EDUcATiOn and cErTiFicATiOn Colorado Institute of Art - Associate of Applied Science, Visual Communications/Graphic Design

pArTiAL cLiEnT LiST Microsoft, Miller-Coors, adidas, Xbox, AT&T Wireless, AVIA footwear, Animal Planet, Bing, Xbox, Travel New Zealand, AMG, Mercedes-Benz, Windows Mobile, Microsoft Office, Portland Baseball Group, KXL Radio, eHome, Widmer Brothers Brewing, Flowerbud

prOFESSiOnAL prOFiLE Freelance Creative Director/Art Director. A visionary and strategic creative leader with 17 years of national and global advertising experience, applying strong conceptual skills and team management. Extensive work experience with 13 years of digital, rooted in traditional offline advertising for the four years prior. Passionate, contagious energy with a strong track record of delivering powerful, elegant, award winning work. Proven history of original, effective creative communications, innovative creative solutions, as well as efficient strategic implementation. I enjoy staying on top of market trends while trying to set some of my own.

SKiLLS Art Direction Creative Direction Interactive Design Social Media Marketing Video and Broadcast Touchscreen Kiosks Retail/Interactive media Brand Development Print Advertising Packaging

Typography Corporate Identity Logo Design Web Design Creative Team Lead Client Presentation Client Relationships Expert level in majority of Adobe Creative Suite Integrated Online Marketing Campaigns

HOnOrS

2012 - Travel New Zealand Middle Earth Video - Grand Prize for the World Travel Awards

2010 - KIN.com W3 Awards – Gold - Website Features, and General Website Categories for Marketing.

W3 Awards Silver Winners - Video & Motion Graphics, and Silver for Visual Design. FWA Site of the Day - KIN.com

2009 - FWA Site of the Day, Project Cold - Coors Light. OMMA Awards Finalist - Online Advertising Creativity: Promotion/ Website or microsite, Miller-Coors - Project: Cold. Interactive Media Awards, Best in Class for Food & Beverage.

2005 - Interactive Excellence, PAF Rosey Awards - T-MAC 4 microsite and adidas basketball site.

Applied Arts Magazine award – January issue. - adidas T-MAC 3. Beyond the Banner Merit Award: adidas T-MAC 3. Yahoo! interactive directory, New & Notable Sites - adidas KG 3 microsite.

2004 - Interactive Merit, Portland Roseys, KG microsite. 1st Place Readers’ Choice, iMedia Connection. Interactive merit, The One Show - adidas T-MAC 3 microsite.

2003 - Applied Arts Magazine award, T-MAC 3.2002 - Interactive Excellence, PAF Rosey Awards - KOBETWO

microsite. Featured in the book, Train of Thoughts - Designing the Effective Web Experience - KOBETWO site.

2001 - Top-five finalist in Flash Forward Film Festival, - adidas SL microsite, ecommerce category.

2000 - Macromedia site of the day - adidas, Kobe One microsite.1999 - Five times honored in the PAF Rosey Awards for Excellence

in collateral & self-promotional categories as Art Director and Digital Illustrator. Macromedia site of the day - Flowerbud.com

aaron johnsen

Thank you.