Brand Standards - ckgoode designOur ability to build a truly global brand depends on how well we understand and apply the Alsbridge identity. We reach our clients in many different

A comprehensive usage manual for the Alsbridge brand

Brand Standards

ALSBRIDGE BRAND GUIDE - VERSION 1.0

PUBLISHED JULY 2016

This brand guide was compiled to ensure that all media produced for the Alsbridge brand are of unified quality and message, resulting in a cohesive brand image that acts as a promise of consistent experience to our customers.

“Design is the silent ambassador of your brand.”

Paul Rand

TABLE OF CONTENTS

SECTION 1 Brand Introduction, Strategies & Policies Page 3

SECTION 2 Creative Guidelines Page 5

SECTION 3 Brand Graphics Page 10

SECTION 4 Typography and Colors Page 22

SECTION 5 Marketing & Communications Page 26

SECTION 6 FAQ’s Page 37

ALSBRIDGE BRAND GUIDE - 2016

SECTION 1 Brand Introduction, Strategies and Policies

Our ability to build a truly global brand depends on how well we understand and apply the Alsbridge identity. We reach our clients in many different ways, but we have one constant and unifying brand. Every Alsbridge employee and those working on behalf of Alsbridge, should understand and consistently apply the Alsbridge brand identity, which addresses the following:

• Ensuring simplicity and impact of our Alsbridge logo• Consistent application of typography and imagery• Clear communication and support of our unique value proposition and key messages

These goals drive the content of the Alsbridge brand identity standards. Adhering to them will help you communicate Alsbridge leadership and build business success. You will find more information within these pages to help you confidently execute our identity strategy.

As we continue to build the Alsbridge brand around the world, a clear and consistent brand identity strategy is critical. You are required to understand and apply these principles.

4

Alsbridge Brand Identity VisionWe earn client loyalty and respect when we effectively differentiate Alsbridge from our competition and leverage the Alsbridge brand identity standards as a vehicle for impact and success.

Alsbridge Brand Identity ObjectivesThe objectives of our brand identity program are to:• Consistently express the Alsbridge brand • Manage the value of the Alsbridge brand to instill familiarity, reinforce client

experience and protect and grow our equity• Provide tools to facilitate consistent delivery of the brand promise with every

point of contact.

Alsbridge Brand Identity StrategiesTo build a truly global brand, we need to maximize awareness of our single, unifying Alsbridge brand. To achieve this, our strategies are to:• Increase familiarity of the Alsbridge brand identity through consistent

application of our identity standards worldwide• Build equity in identity assets that are globally recognized• Build market leadership in every segment we serve


SECTION 2 Creative Guidelines

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OUR VOICEAlsbridge’s business culture and innovative spirit is reflected in our approach to messaging, which strives to incorporate the following criteria:

• Show rather than tell

• Create the ask

• Encourage the conversation

• Be proactive

Tell me and I’ll forget. Show me

and I may remember. Involve me

and I learn.--Benjamin Franklin

“

“

DESIGN & COPY TONEThe personality and values of the Alsbridge brand directly correlate to the design & copy tone. Remember, words define action.

DESIGN & COPY TONE example

“Alsbridge’s cloud advisory service helps you identify potential

benefits, assess and mitigate risks, select the best path forward

and implement an optimal solution.”

Personality

CollaborativeInnovativeLeading

Values

ConnectionExecutional ExcellencePlus One

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VISUAL DIRECTION & PHOTOGRAPHY STYLEThe visual direction of Alsbridge is clean, simple, and modern. All aspects of the brand must abide by these standards, including the photography style. Photos must be high quality, well-lit, and representative of the offerings of Alsbridge, or the people within it.

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10ALSBRIDGE BRAND GUIDE - 2016

SECTION 3 Brand Graphics

BRAND OVERVIEWThe “Challenge the Future” tag line underlies Alsbridge’s philosophy and commitment to excellence. It reflects an aggressively forward-looking perspective emphasizing improvement and innovation rather than a reliance on established practice.

“It’s a commitment to looking forward

and asking, ‘how can we do this better?’

rather than relying on ‘this is how

we’ve always done it.’” Chip Wagner

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Alsbridge has one logo and it is recognized as a valuable asset for our company. The development of logos for internal departments, Web sites, trademarks and products dilutes the power of the Alsbridge brand, confuses customers and audiences, increases legal risk and wastes Alsbridge resources.

All internal and external communications should help protect and grow the Alsbridge brand and any approved strategic brands and should be developed with adherence to the standards provided throughout this document. Therefore, development of internal and business logos is not permitted without permission from Global Marketing. In such cases where the Alsbridge logo will need to appear with a partner or internal program, you will need advanced approval.

What constitutes an internal or business logo? As a rule of thumb, any kind of graphic element (photographs or illustrations) consistently linked with the business, brand, product or service name is considered a logo.

As of this writing, the Alsbridge Marketing Team is reviewing all currently used logos (aside from our corporate logo) and will send a global communication once this review has been completed. This review includes but is not limited to:

SequoiaProBenchmarkMarketEdgeCPIProSpective

INTERNAL & BUSINESS LOGO DEVELOPMENT POLICY

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INTERNAL & BUSINESS LOGO DEVELOPMENT (CONT’D)

Please note: There is a distinction between the development of new logos and the creation of a theme (see below). Key messages and images may be combined to create a theme for a specific program or event. Themes may be carried over with minimal changes for annual programs and events. They do not replace or become a new logo.

If you have questions about this policy, contact a member of the Global Marketing team.

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LOGO USAGEOur logo is the anchor of our brand identity. As we grow as an organization it becomes a rec-ognized and respected symbol of our company, brands and programs worldwide. This section provides guidelines for correctly applying the Alsbridge logo to ensure consistency of our brand across all internal and external communications.

COMPANY LOGOSAll Alsbridge company logos exist as master artworks and should never be recreated manually or altered in any way. Whenever possible, the full logomark should be used. If space is limited, use the logo without the tagline. With certain visual communications, such as social media, giveaways, digital presence, and when space is limited, the icon can be used.

Logomark

IconLogomark without tagline

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PROPOSITION LINEThe proposition line is a verbal promise to the customer. It is a reminder of the quality of Alsbridge and can be used on its own or alongside the primary logo. The proposition line exists as a master artwork and should never be typeset or recreated manually.

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LOGO SIZING & CLEAR SPACEThe minimum size for the logomark with the tagline is 2.00” (or 600 px) without the tagline is 1.25” (or 375px) wide, and .5” (or 150px) wide for the badge. In order to maintain their legibility, the logos should never be displayed smaller than the indicated measurements.

Additionally, no elements should ever run into the logos. The clear space for both the logomark and the badge is the space between the letterforms and the surrounding box.

x

x

.5” 150 px

1.25”375px

x

x

x

x

x

x

Logos are available in the following formats: jpg, png, eps (ai) and are available in full color, black, white, and black and grey.

>> Download the Alsbridge logo here

Our logo carries registration marks for both the name and the tagline. Always ensure you use the registered trademark. For further information see the end of this section.

2.00”600px

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LOGO USAGE STANDARDS

Apply only one logo per visual surface (cover of brochure, web page, PowerPoint slide, side of mug, chest of shirt, etc.). In some cases, a derivation of the logo is allowed, i.e., using just the A icon; however, prior approval from Global Marketing must be obtained before printing or producing.

Use a Alsbridge blue/green logo except for one-color applications (which may be used in white or black) or for non-print applications, such as etching or embossing.

Do not try to recreate the logo using other fonts or images.

Color Profiles for the Alsbridge logo

CMYKBlue: C100 M87 Y23 K8Green: C0 M59 Y1 K100

RGBBlue: R27 G62 B124Green: R117 G189 B67

PantoneBlue: Pantone 7687CGreen: 360C


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Print Material Content

For more information, visit: www.alsbridge.com

LOGO POSITIONINGPosition the Alsbridge blue/green logo on a white background for maximum visual impact.

For print material, the logo should generally appear in the lower right of the page, although exceptions can be made in unusual circumstances. See sample usage below. Final authority on this subject lies with the Director of Creative Services.

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DO NOT use the logo in conjunction with a vertical or industry sector.

DO NOT skew, bevel, fold, dimensionalize, stretch, add a drop shadow or otherwise alter the shape of the logo.

DO NOT change the color of the logo.

DO NOT use the logo in headlines or sentences. Use the letters Alsbridge in the same font as the corresponding text.

DO NOT encase the logo in a shape or apply the logo on a low contrast background .

DO NOT grant permission for other companies to use the Alsbridge logo or use another company’s logo with the Alsbridge logo without approval from Global Marketing.

DO NOT use the logo with, or as part of, another logo or symbol or create a logo-like graphic that competes with the logo.

INCORRECT LOGO USAGE The examples below demonstrate incorrect uses of the Alsbridge logo

Benchmarking

Welcome to

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LOGO USAGE SUMMARYThe general usage rules for each logo are outlined below:

Logomark

• Logomark should be used in most general applications in both print and web, wherever space allows.

• No design elements may violate the logomark clear space.

• The minimum size for the logomark is 2.00” or 600px.

IconIcon

• Icon should be used when space does not allow for full logomark.

• No other design elements may violate the icon clear space.

• The minimum size for the badge is .5” or 150px.


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TRADEMARK PROTECTIONWe are currently reviewing and updating our existing trademarks and registrations. We continually apply for new trademarks to protect our brands and sub-brands, and we will notify you when these updates and additions occur. In the meantime, below is a general guide on use of existing trademarks. Please contact Legal for any questions you may have surrounding trademark use.

General Trademark Information

Use the ® symbol only in countries where the trademark is registered and only after obtaining legal approval

Only use the ® symbol if you are certain the trademark is registered in the country where it will be seen. Some countries use other symbols to indicate a registered trademark. Contact Legal before using the ® symbol on any Alsbridge trademark.

Use the appropriate font and position

While there is no standard ratio that controls the size of the ™ or ®, use the superscript version of the Calibri, Arial or Times Roman fonts, based on your application.

Do not alter trademarks

Always use Alsbridge trademarks in an approved manner. They may not be altered by abbreviation, all caps, spelling changes, etc. Never superimpose over a trademark.

Always use the correct company name

Alsbridge or Alsbridge, Inc. are the legal names of our firm. Always refer to the company as “Alsbridge” or Alsbridge, Inc.


SECTION 4 Typography & Colors

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PRIMARY TYPEFACEThe primary typeface for use in the Alsbridge brand is Calibri. This typeface was selected for its clean, modern geometry and available selection of weights. This typeface should be used in all Alsbridge materials.

Primary Typeface

CALIBRIA B C D E F G H I J K L M N O P 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 z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )

The secondary Alsbridge brand typeface is Times Roman. Times Roman was chosen for its classical qualities and pairing ability with Calibri. This typeface should only be used in specific areas such as pullquotes, callouts, etc.

Secondary Typeface

TIMES ROMAN 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 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 z

1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )

Secondary Fonts

Arial –

Specifically

Arial Narrow

and Arial Black

in cases where

it warrants

narrow or extra

bold type.

Times Roman –

Used generally

for highlighting

body copy. Times

Roman and Times

New Roman are

both acceptable

variations.

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PRIMARY COLORSWhile we’ve retained some of our legacy colors, our updates to the color palette reflect a more positive visual for both our internal stakeholders and our potential and existing customers. The color palette for the Alsbridge brand is a mixture of neutral tones and pops of color. This combination was chosen for its modern look and ability to stand out in the marketplace.

SECONDARY COLORSOur updated company brand (website, brochures, etc) and refreshed visual identity is an expression of our progression to a modern, innovative company that impacts our customers perception of us as well as our internal stakeholders.


SECTION 5 Marketing / Communications

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ADVERTISEMENTSAdvertising and promotions are powerful tools for leveraging our brand, and reinforcing Alsbridge as a leader in our industry. Consistent use of Alsbridge identity standards across all advertising and promotions is key.

By its nature, advertising seeks to influence and persuade with an emotional appeal. Most of these communications pieces will use the endorsed relationship of the logo and articulate our brand using contemporary, congruent and creative design.

As a general rule, advertisements for program sponsorship, events, magazines, event, banners etc., are created in by Global Marketing. Please contact Carol Goode, Director, Creative Services, for assistance you with your advertisement.


BRANDED MERCHANDISEThe Alsbridge logo can be applied in a number of ways. Review all of the descriptions below to determine the correct application for your situation.

• Try to always use the full color Alsbridge logo.

• Only one Alsbridge logo can appear per visual surface.

• Position the logo over a white background for maximum prominence. In cases where the logo

cannot be displayed in full color, the black or white logo may also be used.

• Position the logo prominently with at least 1“ clear space on all sides.

• If additional text is warranted, set the text in Calibri or Arial, in either black or white.

• Stack the text flush-left (if it requires more than one line), sized equal to 1“ for most

applications.

• On very small items, such as pens, size text equal to 1“ for maximum readability. In some

cases where a very small surface is available for the logo, you may use a derivation of the

logo, such as the “A”, but prior permission from Global Marketing is required.

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EXAMPLES BELOW SHOW LOGO PLACEMENT ONLYThe Alsbridge Marketing department does not provide items or have a company store


COLLATERALEvery piece of collateral (whether it’s a case study, whitepaper or service line brochure), offers an opportunity to reinforce our brand identity. By projecting a consistent look and tone, collateral will build familiarity with our company, brand, and service offerings.

All Alsbridge collateral is created by ALsbridge Global Marketing in U.S. and A4 formats. Our desire is to maintain a green standard, therefore, blogs, whitepapers and case studies are available on the website. To iterate our approach to show rather than tell, our intent is to drive user experience through our website to promote the ask and further the conversation.

> Link to service line brochures

> Link to white papers


PRESENTATIONSThe cornerstone of every presentation is to increase understanding and make a favorable impression of Alsbridge — whether the audience is external or internal. Effective Alsbridge presentations communicate our value proposition and key messages, convey an understanding of the prospect’s and client’s challenges, and offer our unique solutions.

The official Alsbridge Corporate template has been updated and reflects the the latest fonts, colors palette, and layouts. Please follow the link below for further information.

> Corporate template

THE ALSBRIDGE WEBSITEThe rollout of our new website in 2015 offers unprecedented opportunities for our company to build a strong and unified brand identity. Our website will play a leading role in bringing the enhanced Alsbridge brand identity to life.

We’ve created a clean and inviting website, using visuals and fonts that are crisp and contemporary, rather than text heavy graphics, using design best practices and strategic form and function.

We need to be impactful in seconds! Studies show we’ve got less than about 6.5 seconds of the viewers’ attention - rather than using static copy and visuals, we are encouraging a collaborative and interactive user experience; visuals are anecdotal and intended to resonate with the viewer.

For further information regarding Alsbridge website standards and submissions, please contact Global Marketing.

EMAIL CAMPAIGNSE-mail marketing is a cost-effective method of reaching your clients and providesa great deal of client behavior metrics. The strength of e-mail marketing lies inthe ability to target very specific or very broad market segments‚ see how viewersrespond to your tactics‚ and adjust accordingly. Getting the Global Marketingteam involved early will help you create even greater value in your campaigns andmaximize results.

To get started — or to get help in improving your current e-mail program — contact Global Marketing.

SOCIAL MEDIASocial media is an important form of communication and it’s a great way to share new initiatives, experiences, ideas, and opinions both internally and externally.

Alsbridge encourages its employees to learn about and participate in these global conversations. Embracing these forms of communication will help us to better serve our clients, and will enhance the sharing of information with all Alsbridge stakeholders, including employees, clients, service providers and the media.

For more information, contact Jodie Janacek, Director, Interactive Marketing

TRADE SHOWS AND EXHIBITSTrade shows and exhibits are excellent opportunities for Alsbridge to inform and educate clients and industry peers about our company, products and service offerings. All trade show and exhibit materials must adhere to the general identity standards yet be flexible enough to appeal to diverse audiences. Please contact Global Marketing well in advance of your event so that they can meet your deadline for deliverables.

Planning ConsiderationsWhen developing a trade show display or booth, or an exhibit of any kind, be sure to consider the following:

SpaceHow much room will you have to set up the display? Are there size regulations determined by the trade show or event organizers? Does the allocated space allow for successful exhibit of your products or services?

Traffic FlowHow can you best move people in and out of your exhibit? How can your design attract the most attention from passers-by? Can you engage visitors to accomplish your designated outcomes? Keep Americans with Disabilities Act guidelines in mind when designing your exhibit to ensure easy access for everyone.

CORPORATE APPLICATIONSOften, a clients first exposure to Alsbridge is through personal contact with an advisor or by visiting an Alsbridge office. So, it is just as important for these “non-marketing” applications to represent our brand as consistently as our ads and brochures. From all around the world, standards for conveying the Alsbridge brand across all corporate applications must be consistent to help visitors to our locations recognize the Alsbridge brand.

> Business Cards

> Letterhead

> Email Signature

Signage – Global locations are responsible for their own office signage. If you need assistance, please contact Carol Goode, Director, Creative Services.


SECTION 6 FAQs

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Can I manipulate the Alsbridge logo by using a different color or font style?No. Do not distort, rotate, slant or otherwise manipulate Alsbridge logo or associated branding. The three color styles are full color, black and white.

Can I break up the Alsbridge logo and just use the “A” or other parts of it?No. Do not add or remove elements or otherwise alter the Alsbridge logo or associated branding in any way without the approval of Global Marketing.

Can I add my industry sector or area of expertise as a part of the Alsbridge logo? No. Please read the section about logo usage.

Along with the Alsbridge logo, can I add the Source logo or other acquired company logos to my presentation or communication? We present ourselves as Alsbridge only.

Can I put a graphic or text in front of or behind the Alsbridge logo? No. To ensure readability, the Alsbridge branding should remain clear and legible and should never be obscured by other design elements that may be used.

Can I crop the logo? No. Reproduce the entire official logo; do not crop.

The proper way to spell out the full name of Alsbridge is Alsbridge, Inc. Please note that it is NOT acceptable to add any punctuation to the spell-out, or to abbreviate it (i.e., ALS Inc.)

GENERAL FAQ’s


Documents

Brand Standards - ckgoode designOur ability to build a truly global brand depends on how well we understand and apply the Alsbridge identity. We reach our clients in many different