Brand Style Guide - Jason Stolarczyk...brand style guide. This branding rule book helps our graphic...

V1 10.04.17

Brand Style Guide

When it comes to building a memorable brand, it’s all about consistency.

Every touch point—even though it may be different in media or target audience or impact—must reinforce a positive, cohesive impression of Skyhigh.

Developing a consistent brand starts with our brand style guide. This branding rule book helps our graphic designers, product designs, marketers, web developers, and field reps all stay on the same page, and present a unified vision of the Skyhigh brand to the public.

Contents

Skyhigh Brand Anatomy 1

Brand Attributes 2

Brand Objectives 3

Brand System 4

Brand IdentityBrand Mark 6

Brand Mark Variations 7

Primary Logo (horizontal) 8

Alternate Logo (vertical) 9

Skyscape Symbol 10

Positioning 11

Sub Brands 12

Incorrect Usage 13

Brand PaletteColor Palette 15

Using Color 16

Typography 17

Gradients 18 – 19

Data Patterns 20 – 21

Iconography 22

Photography 22 – 25

Brand BuildingCreative Checklist 27

Artwork Naming System 28

Brand ExamplesSample Applications 30

Brand AnatomyIn order to fulfill our vision, we need to create a brand that is unique within an increasingly competitive world.

1

Vision

The company that makes cloud the most secure environment for business.

Mission

Skyhigh enables organizations to accelerate their business by giving them total control over their data in the cloud.

Statement

Cloud is critical to business innovation and growth, but its use can put data, an enterprise’s most valuable asset, at risk.

Skyhigh Security Cloud protects data in real time across all cloud services with the speed, scale, and user-centricity the cloud demands.

With total control over their data, organizations can confidently leverage cloud to accelerate their business.

Product

Skyhigh Security Cloud

Brand Lines

Security that accelerates business

Cloud security that accelerates business

Brand Attributes

CollaborativeWe value experience and maturity, and share knowledge openly to build on our leadership.

UnpretentiousWe are only as good as our last success, and we are transparent with our colleagues and customers.

High StandardsWe set high expectations for ourselves, and reward high performance.

Customer CentricOur goal is to make our solution as usable and powerful as possible for our customers.

RationalWe are anti-hype, and anti-hyperbole. We exist to enable businesses to thrive in the cloud.

IntelligentIntelligence is critical to cloud security—we nurture it internally and build it into the platform.

VisionaryWe pioneer ways to enable businesses, users and data to operate freely and securely in the cloud.

ApproachableOur solutions are user friendly and elegant, and our expertise is always available.

Our Internal Culture Our External Personality

Our brand reflects our vision and values. It applies to our company as a whole—it is what we stand for—but it comes alive through the way in which we work and behave, individually and together.

2

Our brand is the one asset that can be used to control and create a point of difference. It is the most powerful way for us to connect with our customers.

Brand Objectives

Expand horizons

Skyhigh should be seen as going beyond discovery, and beyond CASB as defined, to a higher plane of awareness and control.

Project thought leadership

Elevate Skyhigh above the tactical: This is where business is going – enabling innovation in the cloud while effectively managing risk and avoiding losses.

Highlight intelligence

Show how more events per day, more trends to measure, and more intelligence on more apps deliver a deeper sense of what’s going on, and the ability to manage it.

Convey focus

No other provider is exclusively focused on cloud security—Skyhigh is the original specialist. This should be relevant to Security, IT and LOB.

3

Brand SystemWe bring our brand to life through a system of touch points with our customers. Though they are different in form, audience and impact, every touch point is an opportunity to reinforce a positive, cohesive brand expression. When designing or producing anything for Skyhigh, use these guidelines and consider the larger context of thetotal Skyhigh experience.

4

Logo

Ads

Website

Signage

Social Media

Events

Outreach

Imagery

Sales Decks

Message

Apparel

Services

5

Our brand identity is made of a number of elements—the images we use, the colors we choose, our icons, our words, our messages, and so on.

Each has a specific role to play, but the real magic happens when they’re all used together.

Brand Identity

6Brand Mark

Like Skyhigh’s platform, our brand mark’s symbol is

dynamic, multi-dimensional, and expansive. Called

Skyscape, it also fully supports Skyhigh’s brand

attributes: Rational in its precision and geometry;

Intelligent in its expression of an evolved platform;

Visionary in the way it pushes out in all directions and

follows/ sees/analyzes the data in new ways, and;

Approachable in its positivity and accessible logotype.

The logotype echoes the bold geometry of the

symbol with tall, clean lines in the letterforms and

precise edges. It’s initial capital letter grounds the

logotype with confidence, and the remaining lowercase

letterforms balance that strength with a more

conversational approachability.

The whole spirit of our company is captured in the brand mark. It uses a symbol to visually express the evolved Skyhigh Platform—which is in the shape of an S.

7

Gradient to be used in all digital and 4-color print applications that allow for reproduction sizes greater than 140px/1.3125” in width.

Solid to be used in any instance where using the gradient mark would compromise quality or readability: smaller than 140px/1.3125” in width or on competitive backgrounds.

Line Art should be used in any applications restricted to one-color usage.

Brand Mark VariationsThere are three variations of the brand mark: Gradient, Solid, and Line Art. These variations have been created to provide usage flexibility across the wide variety of applications and media.

Gradient Primary

Solid

Line Art

8Primary Logo horizontalThis is the preferred version of the logo. Wherever possible it should be reproduced in full color, although there is a grayscale and line art version to always ensure quality and readability in all applications.

Positive

Clear Space Minimum Size

Gradient Logos Solid Logos Line Art Logos

Reverse

x

1.3125" / 33.3mm print140px digital

1.125" / 28.6mm print120px digital

.875” / 22.2mm print100px digital

Gradient: Full Color Gradient: Full Color

Gradient: Grayscale Gradient: Grayscale

Line Art: Skyhigh Blue Line Art: White

Solid: Full Color Solid: Full Color

Solid: Grayscale Solid: Grayscale

Line Art: Black

Surround the mark by an area of clear space (expressed as x) and do not allow other elements to obscure or crowd it. More clear space is always preferred.

Reproductions below these sizes (given in width) are not recommended since the forms of the logo may begin to fill in, compromising legibility.

9Alternate Logo verticalUse the vertical configuration of the logo in extreme vertical layouts or for greater symbol impact. Wherever possible it should be reproduced in full color, although there is a grayscale and line art version to always ensure quality and readability in all applications.

Positive

Clear Space Minimum Size

Gradient Logos Solid Logos Line Art Logos

Reverse

.5" / 12.7mm print50px digital



Gradient: Full Color

Gradient: Grayscale

Line Art: Skyhigh Blue

Line Art: Black

Solid: Full Color

Solid: Grayscale

Surround the mark by an area of clear space (expressed as x) and do not allow other elements to obscure or crowd it. More clear space is always preferred.

Reproductions below these sizes (given in width) are not recommended since the forms of the logo may begin to fill in, compromising legibility.

Gradient: Full Color

Gradient: Grayscale

Line Art: White

Solid: Full Color

Solid: Grayscale

x

10Skyscape SymbolIn two limited situations where brand context is clearly established, our symbol—called Skyscape—can be used without the Skyhigh logotype.

Our symbol can be used in the top right corner of a PowerPoint presentation deck. Positioning has been set for this in the PowerPoint template.

Our symbol can be used as a graphic element on imagery. Please refer to specific usage instructions on page 24.

PowerPoint Template Page Icon

Image Overlay Graphic Element

11PositioningThe logo must always appear legible and on a clear background. If used on an image, careful consideration should be made to find a space where the logo is clearly visible and not encroached upon by neighboring visual elements.

Horizontal Logo

Vertical Logo

Recommended positioning for the horizontal logo is in either top corner with margins based off the height of the symbol. This places the logo in a heightened position in a layout, as the Skyhigh name implies.

Recommended positioning for the vertical logo is centered at the top of an extreme vertical layout with margins based off the height of the logotype.

x

x

x x

Centered

x

3/4 x 3/4 x

x x

12

Note: Using the symbol height as a guide, always ensure the symbol is roughly .5" in height, or 36px.

Branded third-party assessment for cloud providers to display

Used on partner websites and collateral

Displayed on Certified Administrator’s LinkedIn pages

Sub Brands

Certified Administrator

Partner Logo System

CloudTrust Enterprise Ready

Logos have been for each of our sub brands to ensure a familied look across all touch points of our brand.

13Incorrect UsageSkyhigh’s brand marks should always be reproduced from approved artwork. Our brand marks are not the places to exercise creativity, but rather the places to exhibit design control. Our brand elements must not be compromised or manipulated in any way.

Do not alter the logo in any way. Do not stretch or compress—always scale with aspect ratio locked.

Do not reposition branding elements to create new lock ups.

Do not change the logotype in anyway or set it in type.

Do not add any modifiers to the logo other than those approved.

Do not alter the symbol in any way—color or configuration.

Do not reproduce the logo at sizes smaller than those specified.

Do not reproduce brand elements in any non-approved colors.

Do not reproduce the logo on a background that has insufficient contrast or would compromise legibility.

Do not add any typographic effects (drop shadows, filters, outlines, etc.) to the logo.

CLOUDTRUST

skyhigh

skyhigh

skyhigh skyhigh skyhighskyhigh

skyhigh

14

We’ve created building blocks for communicating Skyhigh’s brand identity in a unified visual system we call the Brand Palette. Comprised of core elements including color, type, and icons and graphic treatments, this wide range of tools is designed to be flexible and visually cohesive—so you can use your creativity to innovate across all media.

Brand Palette

15Color PaletteColor is essential to Skyhigh’s visual image. Comprised of a breadth of blues, brights, and soft tones, its palette is inspired by the hues seen in the sky. Used thoughtfully and purposefully, color adds energy, richness, and vibrancy to a layout.

Core Palette

Accent Palette

Brights Softs Neutrals

Skyhigh BluePantone 2945 C / 2935 UCMYK: 100c 75m 0y 10kRGB: 3R 78G 161BHex: 034EA1

Bright BluePantone 2995 C / 306 UCMYK: 83c 1m 0y 0kRGB: 0R 169G 224BHex: 00A9E0

Soft PurplePantone 2085 C / 2085 UCMYK: 9c 16m 0y 0kRGB: 222R 205G 231BHex: DECDE7

Mid GrayCMYK: 50kRGB: 3R 78G 161BHex #034EA1

Bright YellowPantone 1235 C / 122 UCMYK: 0c 31m 98y 0kRGB: 255R 184G 28BHex: FFB81C

Soft PinkPantone 691 C / 691 UCMYK: 0c 16m 16y 0kRGB: 253R 217G 210BHex: FDD9D2

Light GrayCMYK: 12kRGB: 3R 78G 161BHex #034EA1

Bright MagentaPantone 219 C / 219 UCMYK: 1c 92m 4y 0kRGB: 218R 24G 132BHex: DA1884

Soft MintPantone 7457 C / 7457 UCMYK: 18c 0m 17y 0kRGB: 190R 227G 216BHex: BEE3D8

Mid BluePantone 2184 C / 2192 UCMYK: 90c 27m 0y 0kRGB: 0R 144G 211BHex: 0090D3

Light BluePantone 291 CCMYK: 24c 2m 4y 0kRGB: 190R 224G 237BHex: BEE0ED

WhiteCMYK: 0c 0m 0y 0kRGB: 256R 256G 256BHex: FFFFFF

BlackCMYK: 0c 0m 0y 0kRGB: 0R 0G 0BHex: 000000

Accent colors should be used sparingly to add visual interest to a layout.

The brights should be restricted to targeted information such as calls to action, or a date on a report.

The softs can be used for inset boxes for content such as quotes or statistics or as part of a chart palette.

The mid gray neutral can be used for text elements and rules (use this guide for reference) and the light gray for backgrounds.

16Using Color

Core Palette primary usage Accent Palette

The range of blues in our Core Palette are the most representative colors for Skyhigh. They can and should be used as background colors and larger typographic elements such as headlines as shown in the examples below.

Do not use the full color logo (gradient or solid) on the Light Blue background, or any background with insufficient contrast.

Headline in Bright BlueHeadline in Light BlueHeadline in Soft PinkHeadline in Soft PurpleHeadline in Soft Mint

Headline in Skyhigh BlueHeadline in Light Blue

Headline in Skyhigh BlueHeadline in Mid Blue

Background: Skyhigh Blue

Background: Mid Blue

Background: Light Blue

Accent colors should be used sparingly to add visual interest to a layout. The examples below show the targeted restraint with which the accent palette should be used.

Q.4Headline

Brights are perfect for targeted information such as calls to action, dates on a report, bold quotes, etc..

Report quarter highlighted in Bright Yellow; Indicator rule in Bright Blue; this text in neutral gray

Bright Magenta for call out copy and reference rule above

Inset background in Soft Pink; Quote in Skyhigh Blue

Inset background in Soft Mint; Stat in Mid Blue

“The biggest cloud security event of the entire year.”

#1CASB

17TypographyThe Skyhigh identity is defined by a confident typographic style and expression. The typographic principles are based on function, format, and purpose, and used consistently they create a distinctive look and feel across all applications.

AbcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890$#




Primary Typeface: LL Circular (printed material / controlled digital) Book, Medium, Bold, Black, and italic cuts of each

Tiempos Text (text-heavy printed material only) Regular, Medium, Semibold, Bold, and italic cuts of each

Arial (digital substitute for LL Circular) Regular, Bold, and italic cuts of each

Times New Roman (digital substitute for Tiempos) Regular, Bold, and italic cuts of each

ConfidentApproachableRationalVisionary

Our primary typeface is a contemporary, geometric sans serif that supports our brand attributes—rational, intelligent, visionary, and approachable.

Use LL Circular for headlines, captions, technical descriptions, and for all shorter text documents.

Be sure to track the typeface in 15 points when setting larger text and headlines.

For very text-heavy documents (more than 10 pages), use Tiempos for body copy.

In addition, Tiempos can be used or quotes or as graphic text elements within documents.

Arial and Times New Roman are standard typefaces common to Mac and PC platforms.

The typefaces should be used when working in Microsoft Office (Word docs, PPT presentations) and for any correspondence.

Headlines in LL Circular Bold or Black WeightsBody copy would be set in LL Circular book.

Headlines in Circular BoldVery heavy text body copy would be set in Tiempos Text regular.

18

There are three gradients to choose from, all representing different times of day. Gradients should only be used in an expansive and open way—never truncated to a small bar.

Gradients can be used as an immersive reference to the sky, and they can also be used within a solid pattern.

GradientsGradients are one way we visually define who we are and the cloud security space we occupy.

Gradients should be used for expansive impact. They should not be used for filling small areas that would take away from their immersive feel.

Blue Bright Soft

19Using Gradient Sections

Bottom half Bottom half Bottom half

Mid section Mid section Mid section

Gradient Section Example (Mid section) Sample Ad BannerGradient Section Example (2/3 top) Sample Masthead

Top half Top half Top half

2/3 top from center

2/3 top from center

2/3 top from center

2/3 bottom from center



When vertical space is limited to communicate the impact of the full gradient, you can crop into the midsection, the halves, or two-thirds sections of the full gradient from its centerpoint. It is critical that a shift in value from light to dark is always visible.

Security that accelerates business.

Skyhigh Security Cloud

20Data PatternsOur data patterns are comprised of our logo elements. They can be used as tints on top of gradients or large full-bleed images to allude to the cloud and the freedom of data movement.

Line Patterns

Solid Patterns

Our patterns are never complete. They always bleed off a surface, showing the perimeter-free world of Skyhigh.

Patterns should be used to create a textured background and should never be a strong as any element in the foreground.

They can also be used as solids to become a gradient portal—always large and in motion.

21Using PatternsSolids & Gradients

Patterns should be used in a fluid way to create a branded background. They should never be a strong as any element in the foreground.

Patterns Over Solid Colors

Patterns Over Gradients

Note: you will need to adjust pattern opacity based on the lightness or darkness of the image.


Gray pattern at 30% opacity

White pattern at 20% opacity

Pattern at multiplied at 90%




(See page 24 for using patterns on photography.)

22IconographyOur line art iconography is rational and straightforward—pared down to the essential elements needed to communicate an idea.

Line weight is important. A consistent line weight across all icons creates continuity and a tightly-aligned visual style. The mid-weight line we’ve selected has a confident, tech-minded presence. If the line weigh is too light the icons feels delicate; if the line weight is too heavy the icons feel overbearing and clunky.

Third-party cloud application icons should be used as cut outs and in color. Keeping them in this style helps differentiate them from the Skyhigh icons.

Third-Party Cloud Application Icons

Skyhigh Icon Style

23

ObjectsPeople at work People profiles

The photography we use always captures people at work in their business environment. Photography should feel contemporary and natural. People should be captured in work moments—collaborating, engaged with their device, solving problems. Do not select photography that is posed, staged, clichéd, coined, expected, facing camera, or dated.

Both color and black and white photography are permitted, and selection is dependent upon which branded overlay treatment you are using. See pages 21 and 25 (pattern overlays) and page 24 (large symbol overlay) for direction.

Profile images should always be cut out, in full color, and placed on a neutral-toned circular background.

Objects such as computers and smart devices should be simple, non-stylized cutouts. Like the icon style, these cut-outs should be simplified to their essentials.

PhotographyImagery should always be used to create or add impact to any communications piece in a distinctive and captivating way. The quality of an image and the way an image is cropped and positioned can dramatically increase its impact—and its memorability.

QualityImage quality should always be of the highest level possible. If the quality of an image is suboptimal, choose an alternate image.

Contrast & ToneEnsure there is good lighting and contrast in all images to maximize impact and visual interest.

CroppingWell-cropped images add energy and drama to a layout and emphasize the form of the subject matter.

Focal PointAlways ensure that there is a focal point to your image to capture the interest of the viewer

24Using PhotographyCrop Symbol Overlays

When using photography, always ensure that it looks incorporates a Skyhigh branded element. Gradients and patterns are key elements of our visual vocabulary, and when woven into our photography we achieve a truly branded look and feel.

Large Gradient Symbol Geometric Crop Overlays

Our gradient symbol can be cropped based on its innate geometry and overlayed on a color or black and white image (roughly 70% opacity). The symbol can be placed on any side of an image based on the photo content.

The symbol should be cropped according to its geometry and in ways that express its precision and transparency. Each dashed box above shows recommended crops.

25

Ghosted White Pattern Over Color Image

Gradient Pattern Over Black & White Image

Gradient Pattern Over Image

Using PhotographyPattern Overlays

80% opacity gradient overlay


30% opacity solid white overlay


These photographic treatments should be used thoughtfully and with restraint. A billboard or a document cover, or a breaker page in a PowerPoint presentation are perfect applications.

Our patterns can be with a ghosted white fill over color photography or with a gradient fill over black and white photography.

26

Building our brand is about making smart, consistent design choices.

Brand Building

27

Have I identified my audience and reached them clearly and memorably?

Have I created a focal point, through message or image or the integration of both?

Have I presented information in a dynamic, engaging way?

Have I used the brand elements effectively and confidently?

Is my piece cohesive in message, voice, imagery and layout?

Can I remove anything extraneous in my design that is not necessary to make my point?

Have I created a piece that is distinctive to Skyhigh?

If what I am designing is part of a system of materials, does it fit?

Is the content current, compelling and accurate? Is it written in succinct, plain language?

Has my piece been proofread for spelling, punctuation and grammar?

Creative ChecklistAlways refer back to our brand attributes, and the visual vocabulary we use to express our personality: The idea, format and layout, type, color, and message.

28Artwork Naming SystemAlways refer back to our brand attributes, and the visual vocabulary we use to express our personality: The idea, format and layout, type, color, and message.

[ SH ] _ [ type ] _ [ lockup ] _ [version]_[ color ] _ [ color 2 ] . [ extension ]

Skyhigh H = HorizontalHRev = Horizontal ReverseV = HorizontalVRev = Vertical Reverse

Full = Full ColorBlueBlackWhite

.eps

.png

LogoLogo_CertAdminLogo_CloudTrustPartner_GoldPartner_SilverSymbol

GradientSolidGrayscaleLineArt

CMYKRGBPMS C (Coated)PMS U (Uncoated)

29

Our brand is made of a number of elements—our logo, the images we use, the colors we choose, our icons, our words, our messages, and so on.

Each has a specific role to play, but the real magic happens when they’re all used together.

The following pages showcase several examples of how you can use the Skyhigh brand elements and palette to create cohesive and distinctive impact.

Brand Examples

30Sample ApplicationsBusiness Cards

31Sample ApplicationsDigital Presence

32Sample ApplicationsBillboard

33Sample ApplicationsReport Covers

34





Download Guide


Download Guide


Download Guide


Download Guide


Download Guide

Sample Applications Digital Banner Ads


Download Guide

35Sample ApplicationsApparel

Skyhigh Networks900 E. Hamilton Avenue Suite 400Campbell, CA 950081.866.727.8383skyhighnetworks.com

Brand Style Guide - Jason Stolarczyk...brand style guide. This branding rule book helps our graphic...

Documents

Transcript of Brand Style Guide - Jason Stolarczyk...brand style guide. This branding rule book helps our graphic...