WorldAPP Brandbook

Visual Style Guide Wo

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BRAND BOOK

December 2009

WorldAPP

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2Visual Style Guide W

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INTRODUCTIONThis style guide combines strategic platform and visual and verbal attributes of WorldAPP brand.

It provides clear guidance on how to use brending compo-nents, including brandmarks, typography color, document templates and imagery.

Follow the foundations set out in this style guide to achieve maximum impact in all brand touch points.

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Contents

Introduction .................................................2

Our Core Values, Principles, Mission ........4-6

Master logo ..................................................7

Logo variations ........................................8-9

Color variants ..........................................10

WorldAPP fonts ......................................12

Microsoft WORD documents .................13

Examples of Business Cards ..................14

Web fonts .................................................15

Print samples ...........................................16-18

4Mission W

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OUR CORE VALUES, PRINCIPLES, MISSIONMISSION

� We deliver innovative, scalable, and extensible solutions to empower our customers to dynamically collect, manage, and leverage data to solve their most critical business problems.

� Everything we do, we do with the customer in our hearts and minds.

� We are successful because we build our relationships with clients, partners, and employees based on honesty, integrity, and professionalism.

� We are committed to the relentless pursuit of excellence in all we do.

Office Posters

5Values, Culture W

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OUR CORE VALUES, PRINCIPLES, MISSIONVALUES

� People First We believe displaying humanity and consi- deration for others is the first step in doing business well.

� Honesty, Integrity, ProfessionalismWe tell the truth, we keep our word, and we work to the highest level of our abilities.

� ResultsWe deliver quality results on time and in the most effective and efficient way.

CULTURE � Everything is possible

� Positive Thinking

� Be receptive to constructive criticism

� Be open, honest – never subversive

� Keep it simple

� Humanity

� Act with a sense of urgency

� Fair & equal opportunity for all

� True ensemble process

� We develop people

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6Principles W

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5. We Deliver Results through Collaboration and TeamworkWe work as one team contributing our combined knowledge, skills and core competencies to ensure we deliver quality results.

6. We Demand Honesty and Integrity in All We Do We never compromise on the truth, or our word, in everything we do.

7. We are committed to the Relentless Pursuit of Excellence In everything we do we are dedicated to doing it better each time.

OUR CORE VALUES, PRINCIPLES, MISSIONPRINCIPLES1. We Sell Service

Once someone becomes our customer, we are morally obligated to deliver the product or service they bought to the best of our ability and to their acknowledged satisfaction.

2. We Measure Everything We measure everything that needs to be measured in order to build and develop our business successfully.

3. We Reward Performance Individual recognition, professional growth, career opportunity and financial compensation are the major components we use to reward WorldAPP champions.

4. We Build to ScaleAll business solutions, technical solutions, and process solutions we design must be easily expandable and extensible.

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MASTER LOGOThe correct logo or an appropriate variant must always be used.

This is the WorldAPP master logo which should be used for general applications.

It is shown with an exclusion zone equal to the displayed height of the ‘W’ of WorldAPP . The exclusion zone is the minimum area around the logo that must remain clear of typography or any other graphic device and should be applied to all sizes and versions of the logo.

The logo is to be used at a size below X = 50 mm (print) or X = 30 px (screen).

No version of the logo should be used below X = 30 mm (print) or X = 15 px (screen). Variants with additional typo-graphic elements (slogan) should not be used.

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LOGO VARIATIONSAdditional typographic elementsThere are 5 logo variants:X

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1. WorldAPP without a slogan;

2. WorldAPP with the slogan (Integrated Data Engineering Application);

3. WorldAPP IDEAS with the slogan; It also can be used without the slogan

4. WorldAPP – Key Survey (for Key Survey product identification);

5. WorldAPP – Extreme Form (for Extreme Form product identification);

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WORLDAPP LOGO VARIATIONSIn special cases:

Key Survey and Extreme Form can be used without WorldAPP.

No other variants should be added to the logo.

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COLOR VARIANTS Color and vibrancy is an important part of the WorldAPP brand. There is a primary color palette which is derived from the brandmark colors and there is a secondary color palette.

The logo should be used in full color on a white background.

It is also allowed to use "white on red" WorldAPP logo ver-sion, if needed.

Primary color palette

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Secondary colors offer flexibility for use on a wide range of places. These colors may be used for typography, web-sites, color fills, and information graphics.

Our colors express our personality. We’re light, soft but strong. We’re simply elegant and clear.

This handy chart gives you the details for every single one – simply follow this guide and get it spot on!

Secondary color palette

CMYK 15/5/0/0RGB 217/229/240PANTONE 2707 cHEX #CCE6FF

CMYK 20/10/0/0RGB 203/213/232PANTONE 7450 cHEX #CCCCE6

CMYK 100/0/10/35RGB 0/125/159PANTONE 314 cHEX #005C90

CMYK 0/0/0/10RGB 230/230/230PANTONE 7541 cHEX #E6E6E6

CMYK 41/35/51/0RGB 160/154/132PANTONE 451 cHEX #a09a84

CMYK 6/9/23/0RGB 238/225/197PANTONE 468 cHEX #f2f2ea

CMYK 0/10/50/0RGB 254/230/121PANTONE 1215 cHEX #FFE666

CMYK 0/60/100/0RGB 255/102/0PANTONE 158 cHEX #FF6600

CMYK 0/4 /18/0 PANTONE 7401 cRGB 255/242/212Hex: #fff3dy

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WORLDAPP FONTSWorldAPP primary and secondary fontsThe close to WorldAPP logo font is EuropeExt. The Type 1 Postscript version, available from Adobe, should be used.

Gill Sans MT (CAPS is preferable) and this may be used as an additional to EuropeExt as slogan text. It can be used for headings.

EuropeExt Bold

GILL SANS MTGill Sans MT

MYRIAD PRO REGULARMyriad pro regular

MYRIAD PRO BOLDMyriad pro bold

MYRIAD PRO CONDENSEDMyriad pro regular condensed

MYRIAD PRO ITALICMyriad pro Italic

In circumstances where Gill Sans MT or Myriad Pro are not available alternative fonts similar to the preferred fonts are allowed to be used.

� The primary WorldAPP font: Gill Sans MT and Myriad PRO are the WorldAPP print typefaces and should always be used for professional print publication. In case they can not be used, for example, for web-sites, the alternatives specified below should be applied.

� The secondary WorldAPP font:in cases when Gill Sans MT looks too wide or it needs more variations, please use Myriad Pro. It can be used only for headings or banner’s copy. Myriad Pro is used in 4 variants:

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MICROSOFT WORD DOCUMENTSFor corporate documents created in Word use WordAPP Word Style sheet embeded into WorldAPP templates. This will mean that the correct font can be easily applied to make document look brand consistent.

All finished Word documents should be converted into PDFs before spreading them out the WorldAPP office.

If you do not know where to get WorldAPP templates or how to use Styles, or convert document into PDF format, please contact Brand department ([email protected]) of WorldAPP for advice.

First page of letterhead

Second page and all other pages of letterhead

[email protected]

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BUSINESS CARD EXAMPLES

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WEB FONTSFont family definitions for WorldAPP website should be writ-ten in a way that fonts degrade in the following manner:

main font: font-family: Verdana, Arial, sans-serif;font-size: 11px; regular color: #666666 and for the first level headers (it ommited): font-family: Verdana, Arial, sans-serif; font-size: 28px; regular color: #333333; font-weight: bold

we recommend to use a subheader with first level headers:font-family: Verdana, Arial, sans-serif; font-size: 13px; regular color: #999999; font-weight: bold

and for the second level headers (with white arrows on the red): font-family: Verdana, Arial, sans-serif; font-size: 16px; regular color: #333333; font-weight: bold

a:hover color: #FF0000.

The samples can be found on our corporate sites: www.worldapp.com, www. keysurvey.com, www. extremeform.com

Main font

Second level header

First level header

http://worldapp.com

keysurvey.com

extremeform.com

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PRINT SAMPLES

Corporare Folder: includes brochure, colleterall materials and business card.

Corporate Folder Marking

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PRINT SAMPLESCorporare Folder Brochure inside of folder

Back

Face

Broadside #1

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PRINT SAMPLESBrochure inside of folder

Broadside #4Broadside #2

Documents

WorldAPP Brandbook