Logicalis Brand Guidelines

Style guide

What’s our brand?

ContentsWhat’s our brand?01 Introduction 02 Our proposition04 How it works

How do we look?07 Logo10 Colours12 Fonts14 Photography22 The Logicalis Doodle26 Using the Logicalis Doodle28 Don’ts30 Applications30 Stationery30 Business card31 Letterhead31 Compliment slip32 PowerPoint slides36 Word38 Typography and grids44 Marketing communications44 Data sheets46 Brochure52 Feature story56 Folder58 Magazines64 Digital collateral64 Online banners66 HTML Customer case studies67 Email footer68 PDF Version of HTML Customer case studies70 HTML Newsletter71 HTML Vendor newsletter72 Advertising and exhibitions72 Press advertising74 Exhibition banners76 Posters78 Promotional material78 Mugs79 Notepad80 Pens80 USB stick81 Mouse mat82 T-shirts83 Polo shirts

How do we communicate?85 Our tone of voice89 Our messaging

Logicalis Group Style guide

01 What’s our brand? Introduction

IntroductionA brand is more than just a logo. A powerful brand idea inspires employees and engages customers. It delivers commercial advantage and adds value to a business. So why did we need to rebrand?

We have reached a point in our business where we need to change perceptions and build a unified brand that gives us a distinct positioning and consistency across all our markets.

Our corporate brand represents who we are to the world, so it is crucial that we both protect it and live it every day. All of you are ambassadors of the Logicalis brand.

At the heart of this new brand is the concept that challenging questions provoke revealing answers. We all need to challenge and question the way we do things internally and, in turn, challenge our customers to make the changes their businesses need to become more successful.

To stand out, our new brand needs to have an element of the unexpected. Without this, there is no brand. Our new ‘sign-off’ line, ‘Because we don’t just ask the obvious questions!’, won’t work unless the brand demonstrates our ability to ask unusual questions.

The idea of change is critical too, because the ICT market is continually changing.

Our questions will position us as a company that is adept at establishing the need for change and that is mapping out a forward journey.

Our new branding will incorporate the strapline ‘business and technology working as one’ as an integral part of our logo.

So, to illustrate all these top-line thoughts we’ve created a striking visual style that brings the brand to life – creative and thought-provoking photography and doodles which both promote the idea of differentiated thinking.

I am excited by this new approach and believe it will give us the global language we need to strengthen our brand worldwide.

Ian CookChief Executive Officer, Logicalis Group


02 What’s our brand? Our proposition

Our propositionOur proposition is about ‘Business and technology working as one’.

The new brand locks this strapline in with the Logicalis logo to give more impact.

It’s all about making it our business to understand the technologies and solutions that will take an organisation to where it wants to go. At Logicalis, we position ourselves as a global solutions integrator, working with our global partners to deliver ICT solutions not only to solve IT problems, but to deliver the maximum impact. Through our growing international presence we can meet our customers’ needs wherever in the world they may be.


03 What’s our brand? Our proposition

Our proposition continued

Our deep engagement with customers enables us to understand their current challenges. Our flexible approach means we can help them take advantage of emerging trends and opportunities faster. We know that business transformation needs to be delivered at the right time and in the right way to result in true competitive advantage.

This is our proposition:

Business and technology working as one


How it worksWe have created a powerful messaging platform backed up by a unique and versatile visual tool box to help you express our new brand. We hope you like it.

04 What’s our brand? How it works

Do you dare to imagine?

Because we don’t just ask the obvious questions!

Black and white portrait photography

Logicalis Doodles

Logicalis handwritten sign-off

Logo with strapline

Strong messaging


How it works continued

05 What’s our brand? How it works

Do you want tomorrow to be better than today?You can’t build a stronger economy. But there’s plenty you can do to build stronger business processes and a more efficient and resilient organisation. You can make tomorrow better than today. Talk to a Logicalis IT Business Advisor and find out how.

Because we don’t just ask the obvious questions!

Black and white portrait photography

Logicalis Doodle

Logicalis handwritten sign-off

Logo with strapline

Strong messaging


How do we look?


LogoOur logo is one of our most important identity elements, appearing on everything we do. Our logo consists of two elements, our word mark and our strapline: Business and technology working as one.

Our strapline is an embodiment of our proposition and must always appear with the logo, unless restricted by size.

07 How do we look? Logo

Colour logoUse the Pantone logo for all printed material (there is a CMYK version if Pantone colours are not available). Use the RGB version for all digital applications.

Grayscale logoOnly use this version when printing in black only. Not to be used on digital applications.

Reversed logoUse this version only on a black background for both printing and digital applications.

Note:All group company logos can be accessed at our download centre.


Logo continued


Clear spaceIn order to preserve the integrity of our logo a clear area has been devised.

Size for portrait A4

Minimum size

Size for portrait A3 /landscape A4

X

1.5 X

62mm

92mm

42mmNote:Do not use strapline if logo appears under 42mm.


Logo continued


Using the logoOur logo should usually be placed on the top left or top right of a page or screen.


ColoursOur primary colours are Logicalis Red and Logicalis Grey. Our secondary colour is black which we use as a background. We also have three accent colours which we use sparingly on marketing material only as backgrounds or highlights – never as text. Pantone colours should always be used where possible.

Primary colours

10 How do we look? Colours

HTML E41E26 HTML 3F4243

C 0M 96Y 100K 0

R 228G 30B 38

Pantone 485

C 0M 0Y 0K 77

R 63G 66B 67

Pantone 425


Colours continued

Secondary colourFor use as a background colour.

Accent coloursFor use as a highlight or background colour on marketing material. Not to be used as text. Not to be used within PowerPoint or Word presentations.

11 How do we look? Colours

C 32M 11Y 76K 37

R 137G 143B 75

C 72M 9Y 8K 13

C 12M 20Y 18K 40

R 48G 149B 180

R 162G 151B 145

Pantone 7459Pantone 408

HTML A29791 HTML 3095B4 HTML 898F4B

Black

Pantone 5767


Fonts / PrintWe have two fonts: Adobe Garamond Pro to be used in headlines to give character and personality; and Helvetica Neue for body copy and technical information to give clarity.

12 How do we look? Fonts

ABCDEFGHIJKLMN abcdefghijklmnopqrst

ABCDEFGHIJKLMNabcdefghijklmnopq

ABCDEFGHIJKLMNOPQ abcdefghijklmnopqrstuvwxyz

RegularSemiboldBold

Adobe Garamond Pro

Helvetica Neue

LightRomanMediumBold

MarydaleFor use with our messaging sign-off and on doodles which require type.


ABCDEFGHIJKLMabcdefghijklmnopqr

Fonts / DigitalOn digital applications like PowerPoint and Word we use Times New Roman for main headlines and Arial for body copy. For online usage we use Arial only.

13 How do we look? Fonts

ABCDEFGHIJKLM abcdefghijklmnopqrs

ABCDEFGHIJKLMNOPQ abcdefghijklmnopqrstuvwxyz

RegularBold

Times New Roman

Arial

RegularBold

Note:For online usage do not use Times New Roman.


PhotographyPhotography is a powerful and creative tool that helps promote our brand personality and key messages to our audiences. We have two photographic styles: primary – black and white portraits; and secondary – colour reportage.

14 How do we look? Photography

Primary image styleBlack and white portraits of people in interesting, thought-provoking or quirky poses. Shot on a black or white background, these images should emphasise the brand theme of being naturally inquisitive.

These images are the primary corporate photographic style and can be used on all communications.

They should be the first image you see on all our collateral with the exception of some marketing material, eg magazines.

Note:This is our primary image style and should be used across all our collateral.


Photography continued


Primary image styleAlthough the images can work alone, adding a Logicalis Doodle brings them to life!



Primary image styleHere is a sample selection of our primary image style. A full photographic library is available for download from our microsite.





Primary image style




Secondary image styleColour reportage style imagery.

These are images of people in a work environment which demonstrate the Logicalis method of analysing and understanding problems and implementing solutions to meet customers’ needs.

Images should appear natural and unstaged. Depicting people working, thinking or engaging (even when the person they are engaging with is not shown).

These colour images only appear inside Logicalis marketing material. They do not appear on covers unless stated in this document – if in doubt contact the brand guardian.

Note:It is very important this image style is only used as a secondary style.




Secondary image styleAlthough the images can work alone, adding a Logicalis Doodle brings them to life!




Black and white portraits Images should always be natural, thought-provoking or quirky. All models should be dressed in appropriate business attire.

Black and white portraits Images should not be jokey, silly or featuring inappropriate dress.




Reportage photography Images should always appear natural and unstaged. Depicting people working, thinking or engaging in a work environment. Subjects should be dressed in appropriate business attire.

Reportage photography Avoid staged and posed images.


The Logicalis DoodleThe Logicalis Doodle is a key brand asset that demonstrates our individual imagination and quirkiness and supports the interpretations of our messaging.

The Logicalis DoodleLogicalis Doodles bring our communications to life, they add character, humour and embody our brand theme of always being inquisitive. We use the doodle to enhance or add emphasis to our messages and photography. The style of the doodle is simple and playful. It is never complicated or difficult to understand and should be instantly recognisable. No more than two doodles should appear together.

22 How do we look? The Logicalis Doodle

Note:The Logicalis Doodle should always appear in Logicalis Red.


The Logicalis Doodle continued

How to draw the Logicalis DoodleThe doodle must be made of one line drawn with a felt-tip pen; it must be red and never filled or shaded. The doodle should be simple and instantly recognisable.

As a guide, the doodle should be drawn in under 20 seconds on a sheet of A6 paper.

For larger format items (over A4) the doodle may need to be drawn at a larger size to maintain a consistent quality and line weight. When working with these larger sizes the doodle should also be turned into a vector by using Live Trace in Abode Illustrator, as this will enable better control of the line weight.


A6


Using the Logicalis DoodleThe Logicalis Doodle should be used to illustrate an idea, enhance a message or add relevance to an image. It should not be used as decoration or a space filler.


Illustrate an idea

Add relevance to an image


Using the Logicalis Doodle continued

Do you know the best way to get from A to B?


Are you a processor or pioneer?

Enhance a message

Enhance an image and a message


Using the Logicalis Doodle / Don’ts


The Logicalis DoodleDoodles should be drawn at the correct line weight, not too thick or too thin.

The Logicalis DoodleDoodles should be simple and easy to draw. Avoid too much detail and do not shade.


Using the Logicalis Doodle / Don’ts continued


The Logicalis DoodleDoodles should not be a caricature.

The Logicalis DoodleDoodles should be hand drawn, not computer generated.


Applications / StationeryHere are examples of our stationery which are available as templates for you to download (along with NetstarLogicalis and PromonLogicalis versions).

30 How do we look? Applications

Business cardAs with all designs, be sensitive to the regions you operate in. For example in some Asian markets it may be appropriate to print the name and title in grey as red has a different significance.


Applications / Stationery continued


Letterhead

Compliment slip




PowerPointOur PowerPoint template has been designed to show off the new visual elements of the branding, with our strong visual black and white photography and graphics incorporated on the front cover, divider slides and ‘thank you’ slide at the end. The inside slide templates are simple and clean, for the user to incorporate graphics and charts as illustrated, where appropriate.

Please include the divider slides to mark new sections in your presentations – the Logicalis PowerPoint template is an important element of our brand identity and presentations should always reflect the branding style. Without the divider slides, the presentation can lose visual impact.

Instruction guidelines•Bulletsmustalwaysbe90%oftextsize.•MainbulletisWingdings110(Character

Code).•Goodpracticeistousenomorethan

6 bullets to a page.•Usedividerslideswhereapplicable.•Pagenumbersandslidetitlecanbeadded

to the footer.•Thefrontcovers,dividersand‘thankyou’

slides must not be modified – any supporting images (industry / technology) must be used on content slides only.

•Forcolourpalette–pleasesticktothe Theme Colours set in the colour palette.

•TintsofLogicalisRedandGreycanbe used for graphics, graphs and pie charts.

•Bulletsandtitlesmustalwaysuse Logicalis Red.

•CopytextmustalwaysuseLogicalisGrey.

Cover slides

PowerPoint




PowerPoint

Content slides

PowerPoint



PowerPoint

Divider slides

Note:Please include the divider slides to mark new sections in your presentations.





PowerPoint

Final slides




Client proposalOur Client Proposal template has been designed to bring consistency across all the Logicalis markets as we establish Logicalis as a multinational company, seeking to win more business with multinational corporations.

There is the option to remove the image and doodle on the front cover depending on the audience and preference of the local market, but we ask that you use the image and doodle (international image) on ALL international customer proposals.

Instructions•Toamendthefrontcover,double-clickonthetopright

logo to view Headers and Footers. You can then click on the image and delete it if preferred.

•TheContentsPageisformattedtoautomaticallyupdate as you add new sections to the proposal.

•Toaddanewsection,typeincopyinthemainrightcolumn and click on the correct Heading from the menu bar, under Styles.

•Afteryouhavemadeyouramendments,gotoContentsPage, click on the current text to highlight it, then right click, and click Update Field, then Update Entire Table and click OK.

•ThemainSectionHeadingwillautomaticallyshowon the top right header.

•UsetheareainbetweentheredlinesundereachSectionHeader, to outline the main message of that section.

•Usegreyboxesinleftmargintohighlightakeystatement. o To add some text in a grey box, type copy in the right

column of the document, place the cursor in the text and click on Callout Box under Styles.

o To move the position of the grey box, hold down the Shift key and click on the edge of the grey box – this allows you to move this box up or down to align it with the relevant copy.

•DocumentTitlesshouldbeaddedtothefooter.

For example:

For example:

For example:




Cover

Content pages

Client proposal


Applications / Typography and gridsHere are examples of our recommended typography and grids.


Typography and gridsWe realise that every piece of marketing collateral produced will have a different purpose and audience. With this in mind we want our branding system to be as flexible as possible whilst staying true to our brand’s strong positioning and visual look and feel.

Here are some typographic examples and grid recommendations which we’ve used to create the marketing communications you will see within this style guide. They are to be used as a guide and should be adapted to suit your needs.

Note:Copy should either be in Logicalis Red or Grey or reversed out in white.


It’s all in the data

Business Intelligence — because knowledge is power.

Data is everywhere.

Feature story

Applications / Typography and grids continued


12mm

12mm

45mm

120mm

170mm

Document type14pt Helvetica Neue Light (Tracked to -20 in Indesign)

Heading48/50pt

Adobe Garamond Pro Regular

(Tracked to -20 in Indesign)

Heading20/22pt

Helvetica Neue Light(Tracked to -20 in

Indesign)

Typography and grids




A4 10-column grid – Front

12mm3mm

12mm

45mm

Intro copy36/37pt Adobe Garamond Pro Regular(Tracked to -20 in Indesign)

Subheads9/12.5ptHelvetica Neue Bold (Tracked to -10 in Indesign)

Body copy9/12.5ptHelvetica Neue Light(Tracked to -10 in Indesign)

Highlight copy9/12.5ptHelvetica Neue Medium(Tracked to -10 in Indesign)

120mm

170mm

Document type14pt Helvetica Neue Light (Tracked to -20 in Indesign)





A4 10-column grid – Back

Quote26/28pt Adobe Garamond Pro Regular(Tracked to -20 in Indesign)

Caption9.5/12pt

Helvetica Neue Medium and Light


Legal6.5/7pt

Helvetica Neue Light(Tracked to -10 in

Indesign)

Contact9.5/12pt

Helvetica Neue Light and Medium


Rules .5pt dotted





A4 10-column grid – Spread

Intro26/28pt

Adobe Garamond Pro Regular(Tracked to -20 in Indesign)

Document name/Folios6.5/7.5pt

Helvetica Neue Light (Tracked to -10 in Indesign)

Further reading9.5/12pt

Helvetica Neue Light and Medium(Tracked to -10 in Indesign)

Subheads and Body copy 9.5/12pt

Helvetica Neue Light and Bold(Tracked to -10 in Indesign)

Rules .5pt dotted





18mm 12mm3mm

12mm

Highlight11/12 pt Helvetica Neue Light and Bold(Tracked to -10 in Indesign)

45mm

120mm

170mm



Applications / Marketing communicationsOur new Logicalis brand has been created to allow designers flexibility and creativity when producing new collateral. Within this section you will find some examples of how our marketing collateral could look.


Data sheets

Front


Applications / Marketing communications continued


Data sheets

Back




BrochureBrochures will be used to promote a wide variety of products and services around the world. Please use these designs as a guide and adapt them to your needs.

When designing brochures you can be more flexible. For example, you can introduce our accent colour palette and use colour images on covers.

Please refer covers using colour images to the brand guardian for approval.

Covers




Brochure




Brochure

Inside spreadsCreate interest by playing with the layout and changing the pace of the design by introducing colourful spreads.




Brochure

Inside spreadsSquared and cutout images can be used. However, try to retain some white space.




Brochure

Inside spreads




Back cover

Brochure




Covers

Feature storySimilar to brochures, feature stories also incorporate our accent colours for more variety. It’s all in

the data

Business Intelligence — because knowledge is power.

Data is everywhere.

Feature story




Feature story




Inside spreadsUse accent colours to highlight articles of interest.

Alter the layout so every page doesn’t look the same.

Signpost ways for the viewer to get more infomation.

Further reading

Download www.us.logicalis.com/ep

Read www.us.logicalis.com/custexp_marixservicing.htm

Feature story




Back cover

Note:Do not use doodles everywhere in your layouts. Less is more!

Feature story




Folder Folders can be designed with black and white portraits, doodles or messages. They should be created to suit your market.

Outer

Note:Choose the right black and white portrait and background to suit your market.




Folder

Outer

Inner




Covers

MagazinesOur magazines need to be creative and engaging.

Use white space, elegant colour backgrounds and sophisticated typography, and keep the pages uncluttered.

Typography should be more playful; Helvetica Neue Extra Black Condensed should be used for mastheads and certain headings. Please see layouts for examples.

Use our accent colours to enhance spreads.




Magazines

MastheadWhatever the name of your magazine, set the masthead in Helvetica Neue Extra Black Condensed.

Logicalis Red ruleUse this rule to hold dates, issue number etc.

TypographyHelvetica Neue Extra Black Condensed can also be used for cover typography. Use a semi-transparent tint panel if legibility is an issue.




Helvetica Neue Extra Black Condensed all caps.

ContentsUse images from key stories to illustrate your contents page.

EditorialKeep layouts simple and elegant.

Magazines




Spreads Introduce our accent colours to add variety.

Spreads Change the size of typography and add relevant doodles to create interest.

Note:Do not use doodles everywhere in your layouts. Less is more!

Magazines




EditorialMake regular items stand out.

Use our secondary and accent colours to change the pace of your magazine.

Magazines




Feature spreadsFeature pages need to be designed with the subject matter in mind and should never be boring or predictable.

Magazines


Applications / Digital collateral


Online bannersDoodles can be animated so they appear to be drawn onto a banner.

Our new Logicalis brand has been created to allow designers flexibility and creativity when producing new collateral. Here are some examples of digital usage.


Applications / Digital collateral continued


Online banners


Area for video or images



HTML Customer case studies




Email footerEmail footers use 10pt Arial Regular and Bold in Logicalis Red and Grey.

No graphics are used in our email footer.

Area under rule used for our strapline, endorsements or additional information.



PDF version of HTML Customer case studiesEach case study can be originated in Word to download online as a PDF.

In the absence of images you can use a 2-column layout. Case studies should be restricted to two pages.

Front





PDF version of HTML Customer case studies

Back




HTML Newsletter




HTML Vendor newsletterVendor newsletters can use our accent colours to enhance layout.


Applications / Advertising and exhibitionsOur new Logicalis brand has been created to allow designers flexibility and creativity when producing new collateral. Here are some examples of how advertising, exhibition banners and posters could look.


Press advertisingAdvertising should be bold with strong images and messaging.

Keep our contact details simple and consistent.

Visit www.uk.logicalis.com

Call +44 (0)1753 777 344

Email [email protected]


Applications / Advertising and exhibitions continued


Press advertising




Exhibition banners




Posters


Applications / Promotional materialOur new Logicalis brand has been created to allow designers flexibility and creativity when producing new collateral. Here are some examples of how promotional material could look.


Mugs


Applications / Promotional material continued


Notepad




Pens USB stick




Mouse mat




T-shirts




Polo shirts

How do we communicate?


Our tone of voiceIt is important with our new brand that we communicate in the right tone of voice, both verbally and in writing.

The following guidelines illustrate the right tone of voice to best communicate Logicalis and its brand promise.

Getting the message and tone right will be the measure of success or failure for each piece of communication.

Audiences need to understand the benefits – the points of differentiation – that come from partnering with Logicalis, particularly by comparison with our competitors.

Above all, you should strive to use the points of differentiation that uniquely position Logicalis in the hearts and minds of our customers, partners and other key audiences.

85 How do we communicate? Our tone of voice


Our tone of voice continued


The words we use should express our aspirations, our inquisitive nature and our corporate personality. So it’s important to get the words and tone of voice right.

ConfidentOur customers trust us because we are experts in our field. Our confidence comes through, without being arrogant: for example, we don’t assume we understand our customers’ businesses better than they do. Our communications must be upbeat but always approachable and calm.

InspiringLogicalis is both innovative and forward-looking. We need to enjoy language. The words we use can be surprising, creative and positive.

Our communications should be inventive in their approach and we want to make them new and fresh each time. Our words must come off the page with energy and verve.

Quirky Top-line messaging can be quirky, imaginative and fun. The tone also needs to be inquisitive, curious and informed.


Our tone of voice continued


Confident Inspiring QuirkyWe are: Optimistic Fresh Inquisitive Forward-looking Stimulating Curious Positive Invigorating Imaginative Energetic Proactive Dynamic Ambitious Personal Fun

We are not: Arrogant Cold Too formal Patronising Clichéd Too corporate Defensive Boring Apologetic Aloof Erratic


Our messagingOur new brand requires all of us to be naturally inquisitive. The aim is to capture the way we think and work and to demonstrate how this approach benefits our customers.

The primary messaging is based around open-ended questions. We begin each and every customer engagement by fishing for the facts, drawing out the information from customers that help us to understand where they are now and where they want to go.

This is what differentiates us from our competitors.

We don’t just ask the obvious questions. We delve deeper. Think around corners. Search out the specific areas where we can make a real and lasting contribution to our clients’ success.

We listen, we ask, we think, we do.

We know that every Logicalis customer is different and that technology is ever-changing, but if you don’t ask the right questions you won’t even get close to the right answers.

There are two components to the messaging:

Top-line messaging This would be used as the primary messaging to promote the corporate brand.

Product/sector messaging This would be used for specific product/service-related marketing collateral.

88 How do we communicate? Our messaging


Our messaging continued

89 How do we communicate? Our messaging

Top-line messagingDo you want tomorrow to be better than today?Are you a pioneer or a processor?Do you know the best way to get from A to B?Do you know your customers like the back of your hand?Do you know when to take the leap?Do you dare to imagine?

Product/sector messagingIs your current IT infrastructure a help or a hindrance?How can you reduce your carbon footprint through greener IT solutions?Is your business rushing to the cloud?Are your systems overly complicated?Are you looking to hyper-virtualise your computing, storage or network environment?How can you boost your learning power through clever ICT?Are you ready to explore how technology can enhance business performance?Are your legacy applications holding you back?Could you really take your data centre off the grid?You’ve consolidated, virtualised, upgraded, what next?

Need more information?

Contact Joanne JamesVP International Marketing

[email protected] +44 (0)1753 777229

Logicalis Brand Guidelines

Documents

Transcript of Logicalis Brand Guidelines