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

  • 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 Identity Brand 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 Palette Color Palette 15

    Using Color 16

    Typography 17

    Gradients 18 – 19

    Data Patterns 20 – 21

    Iconography 22

    Photography 22 – 25

    Brand Building Creative Checklist 27

    Artwork Naming System 28

    Brand Examples Sample 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

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

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

    High Standards We set high expectations for ourselves, and reward high performance.

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

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

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

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

    Approachable Our 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 the total 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 print 140px digital

    1.125" / 28.6mm print 120px digital

    .875” / 22.2mm print 100px 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 print 50px digital

    .5" / 12.7mm print 50px digital

    .5" / 12.7mm print 50px 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