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I know, right?
Every hero
needs A SWEETOUTFIT
Nice cape you
got there.
Every superhero has their own look and identity.
At tech2 our guidelines are designed to protect our brand, empowering us to communicate a united and concise message.
We’ve called on two superheroes to take our brand and communications from the ordinary to the extraordinary!
Introducing Captain techTRONIX, he is the keeper of our brand - our look! And Commander techNIQUE, she helps us communicate with consistency and clarity.
The tech2 brand is our personality.
It’s more than colours and a logo - it’s all of us, together, how we engage with our customers and with each other.
We’re stronger together!Let’s communicate everything tech2 with one brand and one message.It’s the superhero way!
MEET CAPTAIN techTRONIX & COMMANDER techNIQUEMEET CAPTAIN techTRONIX& COMMANDER techNIQUE
1
2
I Think I canimprove onthe logo...
Whoa,
stop the train!
It’s fine the
way it is !
Not all superheroes have great logos, at tech2 we do!Every time our logo appears it represents who we are as a company. It’s a simple design with great power, inspired by leadership and our founders military background.
Primary Secondary
3
Our rectangular logo is our Primary logo - to be used at first instance whenever possible. If our primary logo just does not suit the purpose, our Secondary logo can be used.
OUR LOGO IS OUR BADGE OF HONOUROUR LOGO IS OUR BADGE OF HONOUR
The next few pages show how our logo is to be represented.
The tech2 red symbolises action, confidence, and courageOur chevrons represent moving forward with the most innovative technologies, doing so with integrity and leadershipOur round edged rectangle is like a badge, use it with pride
Our brand has meaning:
Our logo must stay true.
4
Not everyone
has the vision of
a mighty eagle
STANDING TALL - STAYING TRUESTANDING TALL - STAYING TRUE
A superhero wears their badge with pride, so it’s at the forefront for all to see. That’s why we have certain rules around the size and shape of our logo.
Our Primary logo must be at least 4mm highOur Secondary logo must be at least 3mm high
If we keep these proportions the width will be just right.
4 mm
3 mm
There’s a right and a wrong in the universe, and the distinction is not hard to make - it is the same with how we use our logo!
Superheroes know their identity and what it represents.
Their emblem has meaning and it is a mark of who they are.
We are no different, when our logos are out there in the world representing us, they need to do so without looking like that have been forced or cramped for space.
The space around the logo should be the height of the 2 in tech2 when it is being set around text.
5
SPACE INVADERSSPACE INVADERS
Things change when standing as one next to our partners (see page 6).
We’re on call when our allies need us.Occasionally we will forge alliances with like minded companies.
In these cases we create partner logos such as the below:
Partner logos are created by the Marketing team as required.6
respect your
allies !
ALLIANCES: FRIEND OR FOE?ALLIANCES: FRIEND OR FOE?
Every superhero needs a sidekick!
DELIVERING WORKON BEHALF OF
Fleet Signage
Internal Email Banner
7
THE RIGHT FLIGHT - HORIZONTAL LOGOTHE RIGHT FLIGHT - HORIZONTAL LOGO
Powerpoint Presentations
Still unsure? Our brand champions in the Marketing team can help, just ask!
Our Primary logo is most commonly found on our letterheads and legal documents.Our Secondary logo is the best choice if we need to place our logo within an image.
The red logos lose their impact when placed on red or colourful images (like the Powerpoint presentation below). In these cases we use the white version of the Secondary logo.
Superheroes are sure to leave a calling card.
Where would Batman be without his iconic signal shining bright in the sky?At tech2 we have chevrons, the heroic symbol giving extra kapow to our brand.
The chevrons are used to call out key points you want to make!
Our Primary bullet point is tech2 red
Our Secondary bullets are grey
Don’t be a villain! Only use these two colours from our tech2 palette (page 12).
White chevrons are only used in branding and design work created by marketing.
8
CHEVRONS TO MAKE A POINTCHEVRONS TO MAKE A POINT
Where do you find these superhero markers? In the command centre of all things tech2 tech
support
Our chevrons are not to be messed with!
Minimum size requirements
Printed materials: 2mm high
Onscreen: 7 pixels high
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Make sure they’re the right size, are easy to see and have enough clear space around them.
Allow the height of half a chevron on all sides and stick to the minimum height requirements shown below.
IMPRESSIONS ARE LASTINGIMPRESSIONS ARE LASTING
Where do you find these superhero markers? In the command centre of all things tech2
Sometimes we kick it old school - black and white.
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Some examples include newsprint, documents, forms, etchings, and some signage.
To step outside of the standard colour palette you must have a brand champion’s permission. Be sure to ask Marketing!
Need to put the logo on a dark background? Use the white “reversed” version of the Secondary logo.
Primary Logo
Mono
Secondary Logo
Chevrons
Mono
Black 50% Black
GOING BLACK AND WHITEGOING BLACK AND WHITE
Reversed logo on image
IMPORTANT! The primary logo must never be reversed!
Let’s do the right thing, as choices have consequences.
Don’t play around with the logo - it deserves a hero’s respect.
Do not change the proportions of the chevrons or the text size.
Do not change the positioning of the chevrons and text combination.
Do not add extra space between the lettering.
Do not change the font.Do not remove chevrons.
Do not use 3-dimensional or drop shadow effects.
Do not change the layout of the text or chevrons.
Do not change the layout or shape of the logo.
Do not use the logowithout the chevrons.
smacksmack powpow
crunchcrunch
whoompwhoompwhackwhack
thunkthunk
biffbiff
kapowkapow
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make that strong
impression !
IMAGE IS EVERYTHINGIMAGE IS EVERYTHING
www.tech2.com.au
TELECOMMUNICATIONS
AUDIO VISUAL
COMPUTER SUPPORT
BUSINESS SOLUTIONS
1300 4tech2
At tech2 our brand is our truth.
A superhero’s colours are deliberate and represent their identity.At tech2 we use four Primary colours in our official palette (white and black are standards). Our Secondary colours are used as accents.
To ensure our identity stays true, we do not step out of this colour pattern.
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PANTONE ®Red 032C
CMYK: 0/11/20/45RGB: 140/125/112Hex: #8c7d70
CMYK: 60/35/0/47RGB: 9/68/139Hex: #09448b
CMYK: 100/13/0/22RGB: 10/148/170Hex: #0a94aa
CMYK: 58/0/29/51RGB: 16/85/46Hex: #10552e
CMYK: 0/100/100/0RGB: 255/0/0Hex: #ff0000
CMYK: 0/0/0/0RGB: 255/255/255Hex: #ffffff
CMYK: 0/0/0/100RGB: 0/0/0Hex: #000000
PANTONE ®Warm Grey 9C
PANTONE ®294U
PANTONE ®3125U
PANTONE ®356U
THE IMPORTANCE OF COLOURTHE IMPORTANCE OF COLOUR
Primary
Secondary
We supercharge our strength and appearance with winning fonts.
ABCDEFGHIJKLMNOPQRSTUVWXYZ • abcdefgh i j k lmnopqrs tuvwxyz • 0123456789
l i gh t 45Aa
bold 75
ABCDEFGHIJKLMNOPQRSTUVWXYZ • abcdefghijklmnopqrstuvwxyz • 0123456789Aa
regu lar
bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ • abcdefghi jk lmnopqrstuvwxyz • 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ • abcdefghijklmnopqrstuvwxyz • 0123456789
Aa
Aa
13
EXPRESSING OUR TYPE!EXPRESSING OUR TYPE!
Helvetica Neue is used on our logo and marketing materials, so we can make a strong external impact.
They’re crucial to our brand’s success and how we engage our audience.
Arial is our standard font, used on letters, policies, presentations and other documents. Body text is size 11 while headings are sizes 13 or 16.
a hero’s image is
everythingStriking visuals give us extra oomph!They trigger emotion and paint a strong picture to tell our story.
Our hero images have been chosen to reflect the various parts of our business.
We know the internal, fun stuff may use different visuals at times. That’s fine... as long as we’re model citizens, tasteful and respectful.
Searching for the right image? Fly over to the image library in our command centre, theHUB. If you can’t find something, just ask!
14
IMAGES SPEAK LOUDER THAN WORDSIMAGES SPEAK LOUDER THAN WORDS
Icons are part of our master plan.They represent the different stars of our universe and can be found on theHUB!
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15
WHAT’S YOUR ICON?WHAT’S YOUR ICON?
Single Service Support
TabletSupport
Audio Visual
Home TheatreInstallation
Speaker/AudioSetup
PVR Setup
AntennaInstallation
HomeAutomation
Telecommunications
WorkforceManagement
Premium Support
BusinessSolutions
DigitalSignage
Networking
CREATING THE SOUNDCREATING THE SOUND
16
Make great
communication
your power!
17
THE POWER OF COMMUNICATIONTHE POWER OF COMMUNICATION
Each word we communicate is part of our brand.
The messages we choose and the tone we use influences how the world sees tech2 and our people.
You can’t save the world just by having “the look”.
We need to have a strong sense of self and be consistent in our language, whilebeing agile enough, responding to customers authentically in any situation.
In the next section, Commander techNIQUE will show how our language can positively connect with our audiences... to infinity and beyond.
We communicate our name, sure and steady.
At tech2 we thrive on technology that makes life more fun and easier! It’s our pleasure to bring it straight to doorsteps like yours all over Australia.
tech2’s journey began in 1998 as installers for one of Australia’s largest cable networks. As we chased innovation, we quickly expanded across
WHAT’S IN A NAMEWHAT’S IN A NAME
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The law has power! When writing documents of a legal or business nature you must reference the correct legal entity trading as tech2. For example, ‘tech2home Pty Ltd, trading as tech2’.
Our legal entities can be found on our websiteat the top of our privacy policy page.
If you’re unsure, just ask the Marketing team.
Like our logo, tech2 is always lower case, even at the start of a sentence. We bold the first instance of our name in proposals, formal letters, brochures andpresentations.
This is not required in emails however! They travel at the speed of light across the universe and we don’t want to hold up the flow.
Used correctly, our communication is a superpower.
Can it be said in a shorter, clearer way?
Is it straight to the point?
Do all the words make sense?
If these principle aren’t part of your internal or external communications, ask yourself, why? Is this really what you want to say?
19
THE tech2 TONETHE tech2 TONE
Commander techNIQUE reminds us that how we say things sets the tone, affecting our audience’s mood and feelings. It gives our brand personality and purpose.
Looking for the right words? Check out our dictionary, techTERMS, on theHUB.
Our communication principles of passion, honesty and energy, carry great power if we check ourselves with these questions:
We can overcome sinister forces with the right language.
Customer focused; It’s about “you” rather than “us” or “me”
Real, personal and meaningful: not generic and impersonal
Keep it simple: less is more
Writing that sounds conversational, as if it’s spoken
Believe in what you say
Be positive, keep calm and carry on
Focus on what can be done not what can’t be done
Avoid jargon, acronyms and “buzzwords” unless necessary
Not sure of the right lingo, spelling, hyphenation or use of apostrophes? It’s easy to trip up in words like “lead-in”, “audio visual” and “nationwide” without a few pointers from the tech2 dictionary, techTERMS.
Find it on theHUB.
20
WHAT WE SOUND LIKEWHAT WE SOUND LIKE
Considered if you’re sharing important and helpful information?
Made your main point clear?
Followed a structure with a start, middle and end?
Written using simple, everyday language?
Used short and punchy sentences?
Avoided jargon?
Read it back to yourself, does it sound like how you would speak?
Superheroes always have a grip on their tone.
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CHECK YOUR TONE - NEED TO REBOOT?CHECK YOUR TONE - NEED TO REBOOT?
Your readers may not have telepathic powers and the message you are trying to convey could be misinterpreted.
Our brand, internal or external, is at stake - so don’t be that person that hits“reply all” without thinking.
Stop and take stock before you push send, have you:
Follow my tips and you’ll bea communicationsuperhero too!
BE A COMMUNICATION SUPERHERO!BE A COMMUNICATION SUPERHERO!
Be selflessApply WIIFT - What’s In It For Them? Remember to tie your communication to how your audience can benefit from our service or product.
Be courageousEvery day we bravely put our core message out for the world to see (and critique). Put your best foot forward, be prepared, knowledgeable and self-confident.
Be authenticWhen our words, voice and body language line up, we show authenticity.Success, trustworthiness and relationship building ride on being authentic.
Show integrityBe honest and fair. Integrity will shine through if you honestly present the facts,
identify risks, show benefits and describe the expected outcomes.
Be accountableStep up and take action! This is about sending the email, writing the report, giving the presentation, hosting the meeting and owning the results.
Follow Commander techNIQUE’s top tips:
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The galaxy is in balance when we are all on the same page.
At tech2 we install technology in Australian homes andbusinesses. Everything from audio visual, home automation and nbn, through to IT solutions and support.
23
WHAT WE DO @ tech2WHAT WE DO @ tech2
Another thing we like to say is at tech2 our customers can...
tech it & forget it.
Let’s say your buddies are coming over to your hub on the weekend. If someone asks you what we do at tech2… what would you say?
To discover more about being a brand hero, email [email protected] © tech2 | 2017
With great knowledge comes great power. Now you are a brand hero just like us!
