Branding Guide
Brand Guidelines These guidelines have been prepared for exclusive use of designated Mexia recipients; employees, licensees and agencies. This section gives a guide of the basic elements that make up Mexia’s stationery and applications standards. The information covered includes the use of the corporate typeface, corporate colours and logotype. More detailed information can be found at www.mexia.com.au
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Welcome A well designed, confident and consistent visual identity is highly effective in communicating the strengths of a brand. Our brand proudly represents what we as a company stand for. To our customers and other stakeholders, it is a visible assurance of the quality, reliability and performance that they can expect from us, our team and services. This is why it should be used carefully, consistently and with pride. Mexia’s brand has been developed as a flexible suite of graphic tools to help us stand out in the market, clearly communicate our strategic point of difference and build a consistent emotional experience with our customers. These brand guidelines will help you to observe our brand identity in all kinds of communications with our different stakeholders. It is essential that Mexia maintains a high standard for coordinated design in every aspect of its operations. It places restrictions on how we can create work. However, through the narrowing of choice, we’ve also created a safe and wide open playground for expressive creativity that will help connect us with customers for years to come.
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Creative Process A good image and reputation are vital assets for a company. Fortunately, these can be managed to a certain extent. Stakeholders will base their perception of our brand on what they see, hear and read about our company. This means we can positively influence their perception by a careful choice of the subjects and style we use in our communications. To succeed in business, we need to maximize the visibility and recognisability of the brand by bringing it to life. Reflecting very well who we are, what we stand for, and the ambitions we have as a company. It demonstrates the dynamics, the energy, the creativity, the constant drive for improving our products, our services, our processes and our practices, and the passion for innovation. We need to ensure that all our communications support the perception of our brand and the image we want to create from Mexia. That’s why there are basic rules for the way in which our brand is presented and used. Anyone at Mexia, who is involved in the development of communication materials, must comply with these rules. This is the only way to ensure that we achieve the necessary clarity and consistency across all our communication media, messages and materials.
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Index Brand
6/16
Typography
38/40
Our Essence
7/12
Iconography
41/42
Buyer Personas
13/16
Photography
43/45
Stationary
46/69
Communication Identity
70/79
Our Personality
71/74
Mexia Online
75/79
Visual Identity
17/69
Mexia Insignias
18/21
Insisgnias Parameters
22/34
Corporate Colors
35/37
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Brand Our unique Mexia brand embodies our values and history, and we differentiate ourselves from the competition by developing and nurturing mutually beneficial partnerships with clients seeking the highest quality outcomes. We pride ourselves on our story, and our unwavering commitment to the idea that success is not simply measured as a dollar value. The happiness of our champion team and our customers are the main priority and it is this philosophy that contributes to our success in the market.
Our Essence
7/12
Buyer Personas
13/16
Mision Vision Values Our differentiators Our story
8 8 9 10 11/12
Our Essence
Mexia is an award-winning, family-friendly, fast-growing, and technically amazing Australian IT success story. We believe in the multiplying power of a great workplace culture and invest into our people first in order to deliver great outcomes to our clients. We refer to our team as “unicorns” because they’re rare, hard to find, and loved by everyone. Mexia hires slowly and very selectively to ensure each new member to our team is truly representative of our brand promise to clients. A Unicorn is someone who loves solving problems, have a thirst for knowledge and have developed deep, professional skills in a range of technology areas that solve business problems. Unicorns thrive on choice and want to “design” their own future – it’s a “choose your own adventure” approach that is embedded deeply in our culture.
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Mission Our roadmap starts here, creating value and making a difference. Our mission declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.
“Make integration platforms a 1st class citizen in the data centre.”
Vision Our vision states what we want to become, achieve and accomplish in the mid / long-term future. It is intended to serve us all as a clear guide for choosing transformational initiatives that will set up a defined direction for current and future courses of action, aligned to our growth.
“We want to be the most valuable Digital Transformation technology partner in Australia by 2020.”
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Our Values
We don’t hire managers, we hire leader
Attitude is everything
We care about you, so that you care about our customers
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Our Differentiators We are really, really nice people
We are a generous company
We want you to grow and be challenged
We are diverse, accepting and family friendly
We are a champion team, not a team of champions
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Our Story
2012
ꟷ Deloitte Technology Fast 500 Asia Pacific
2014
ꟷ BRW Fast 100 - 30th
ꟷ Startup Smart Awards - 24th ꟷ BRW Fast 100 - 85th ꟷ BRW Fast Starters - 71st
2013
ꟷ Microsoft Azure IoT Launch Partner ꟷ Microsoft Partner of the Year Finalist ꟷ BRW Fast 100 - 37th ꟷ EY Entrepreneur of the Year - Northern Region Finalist ꟷ CRN Fast 50 - 12th ꟷ Deloitte Technology Fast 50 Australia - 7th ꟷ Deloitte Technology Fast 500 APAC - 109th ꟷ Microsoft APC 2015 ꟷ MAPA 2015 Finalist - Excellence in Cloud Platform Award
2015
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2016
2018
ꟷ MAPA 2016 Winner - Excellence in Technology Solutions Specialisation Award ꟷ Mexia Ranked #10 Best Place to Work in Australia by Great Place To Work ꟷ MAPA 2016 Finalist - Excellence in Regional Area Customers Award ꟷ MAPA 2016 Finalist - Excellence in Managed Service Award
ꟷ Mexia Ranked #13 Best Place to Work in Asia by Great Place to Work
ꟷ Mexia Ranked #8 Best Place to Work in Australia by Great Place To Work ꟷ Mexia Named 2017 Microsoft Australia Partner of the Year
2017
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Buyer Personas
Buyer personas help us all - in marketing, sales, strategy, and services - internalise the ideal customer we are trying to attract, and relate to our customers as real humans; their specific attitudes, concerns and criteria that drive them to choose Mexia, our competitor or the status quo. Having a deep understanding of our buyer personas is critical to driving content creation, service development, sales follow up, and really anything that relates to customer acquisition and retention.
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CTO
Senior IT Executive
Program Lead
High-level platform capabilities
Supportability
Delivery engagement models
Technical alignment to corporate technology vision
Security
Commercial engagement models
Supportability Security Access to cost affordable specialist resources
Operationally manageable Commercial engagement models Support engagement models Access to cost affordable specialist resources
Access to cost affordable specialist resources Delivery reporting Trustworthy partner relationships
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Agile Specialist
Architecture Lead
Technical Specialist
Delivery engagement models
Low-level platform capabilities
Low-level platform capabilities
Delivery reporting
Technical alignment to corporate technology vision
Supportability
Trustworthy partner relationships
Supportability
Security
Security
Developer tooling & methodologies
Developer tooling & methodologies
Can I be part or this team?
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Future Unicorn Workplace culture Work-life balance Learning & Development Career growth Salary & perks
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Visual Identity Mexia is not a hugely ‘formal’ consultancy that is steeped in process and tradition, so our marketing and branding should reflect that same sentiment. Instead of aiming to achieve a highly conservative corporate look, we use modern colour schemes, two tone shaped logo and a clear and stylish font to establish a fun and fresh connection with our clients.
Mexia Insignias 18/21
Corporate Colours 35/37
Insignia Parameters
Segoe UI Complementary
Iconography
41/42
Photography
43/45
Stationary
46/69
Logo Brand Icon Descriptor Tagline
19 Primary Colours 36 20 Secondary Colours 37 21 21 Typography 38/40
22/34
Variations 23 Logo Colours 23 Logo Grid 24 Brand Icon Grid 25 Logo Clear Space 26 Brand Icon Clear Space 27 Minimum Size 28 Where to use the brand icon? 29 Background 30 Incorrect Uses 31/32 Descriptor 33 Tagline 34
Icons
Characteristics Dont´s Persons Architecture B&W | C&W
What we wear? Welcome Pack
39 40
42
44 44 45 45 45
59/68 69
Mexia Insignias
A visual identity is integrated by different elements like the colours of the icons but one of the most important elements are the symbols that make a brand unique. The Mexia insignias are the logo, the brand icon, the descriptor and the tagline.The union of those 4 elements create a strong visual identity.
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Logo Mexia’s logo is the central element of a complex identification system that must be functionally extended to all communications of our organisation. As our logo is meant to represent our company’s identities and foster the immediate customer recognition, it is important to have a graphic mark, emblem, or symbol used to aid and promote public identification and positioning. Our logo is easily recognizable, reproducible design element, including our company’s name, symbol, and specified colours. It is a quick, visual representation of our brand’s message and position. Our aim is to evoke some memory or emotion from the viewer depending upon their relationship with our brand.
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Brand Icon Mexia’s brand icons are the elements or symbols used to identify our brand and contribute to building and maintaining its image. It carries powerful universal values making it instantly recognisable thanks to ownable and distinctive codes. It can prompt hetero-directed emotional benefits.
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Descriptor Firstly, it is important to note that a descriptor is different to a slogan or a tagline. The purpose of the descriptor is to identify our industry and what the company specialises in. Our descriptor is expressed in two clean and simple words, making it easy to remember and effectively communicate. We use the descriptor with our logo for the complete Mexia identity.
Integration | Delivered
Tagline Mexia’s tagline is a catchphrase that highlights our mission and our culture on the brand. The tagline is intended to be easily remembered and to capture the overall benefit of the services we offer. Mexia’s tagline seeks to attract customers with a simple and succinct description of what we do.
Connected | Automated | Intelligent
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Insignias Parameters
Although the insignias are really crucial, is equally important to have a guideline that allow Mexia’s insignias to be used in the right way. A guideline helps to reinforce the brand and visual identity by creating use parameters. The insignia parameters contemplate the grid and the clear space as much as the correct use of the elements and how to use them, all these with the purpose of making it really easy to read and use. Mexia’s brand insignias are used by different people in different moments so having parameters that show how to use them, standardizes our brand and builds a strong identity.
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Variation no descriptor
Logo’s Colours Gray C 57 M 46 Y 46 K 34 R 99 G 100 B 100 L 42 a -1 b 0 # 636463
Variation with descriptor
Blue C 74 M 18 Y 0 K 0 R 27 G 162 B 221 L 62 a -20 b -40 # 1ba2dc Dark Gray C 67 M 58 Y 55 K 61 R 58 G 58 B 58 L 58 a 0 b 0 # 3a3939 Mexia | Branding Guide
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Logo Grid The grid in our log helps to strike a perfect balance between the size of the cloud and letters, creating a simple but elegant visual aspect.
39°
The grid in the logo is important so that it can be viewed in smaller sizes without losing its clarity.
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Brand Icon Grid The grid on the Mexia cloud helps to have balance and symmetry making it visually more attractive and elegant.
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Logo Clear Space It is important to have a clear space between the logo and any other graphic element. For that reason, an exclusion zone was created both within, and outside of the logo (seemingly as if there’s an invisible border). The clear space needs to be respected all times, to achieve the desired balance.
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Brand Icon Clear Space To appreciate Mexia’s brand icon in the best way possible is important to give it a clear space at all times, including the moments where its use with the name of the brand.
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Minimum Size For a perfect definition of Mexia’s logo, there are a minimum size requirements. The minimum size will depend on the format that is needed (printer or digital).
Printed 23 mm
30 mm
6 mm
Digital
100 px
165 px
25 px
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Where to use the brand icon? Stationary
Internet
ꟷ Office products
ꟷ Website (Favicon)
ꟷ Business Cards
ꟷ Social Media, (Cover Image)
Water Mark
Reference Marks
ꟷ Photos taken by Mexia
ꟷ Promotional Items
ꟷ Images, used for giving recognition to Mexia
ꟷ Brand products
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Logo with backgounds The examples shown here are the proper uses for Mexia’s logo in its variations according to different backgrounds allowed. The correct use of these applications will ensure an accurate perception of Mexia’s brand concept. It will also be perceived and remembered more easily. The logo can be used on any solid background, as long as it has a good contrast. The use on images is only permitted if it does not counteract the visibility of the logo. It is very important to preserve the visibility and the identity of our image, and to have a contrast between the brand and the background. If you do not follow the guidelines presented here, it is likely that our identity will be at risk of being interrupted by another element. Mexia | Branding Guide
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Incorrect Uses For a correct visibility, impact and total integrity, it is important to preserve correct use of Mexia’s logo. The correct use of our logo is fundamental for communication and must never be compromised. It should always be reproduced from an original file. Please make sure not to follow the “bad” examples shown in this page, as brand identity can be affected. If you have any doubts about the correct use of our brand identity, please contact the corresponding Marketing Department. THE FOLLOWING APPLICATIONS GIVEN ARE NOT ALLOWED. FOR MORE INFORMATION, PLEASE CONTACT US.
Do not do any horizontal or vertical deformation to our logo
Do not flip or tilt our logo
Do not change any distribution of the elements
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Do not remove any elements
Do not change the typography
Do not change the proportion of other elements
Do not turn the logo, unless it is turned on the left axis
Do not use elements that are outside the ones provided in our brand identity (tagline)
Do not change the position of the tagline in relation to the logo
Do not invert our logo
Do not invert any elements
MEXIA Do not change our colours
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Descriptor
Integration | Delivered Integration ۰ Delivered
Criteria of use
Where to display it?
The order of the words can not change.
Official documents
The description always goes below the Logo.
Publications Presentations
The words should be separated either by a “|” (vertical line) or by a “۰” (extended arabic-indic digit zero). The colours of the descriptor should be the primary Mexia colours.
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Tagline
Connected | Automated | Intelligent Connected ۰ Automated ۰ Intelligent
Criteria of use
Where to display it?
The order of the words cannot be changed.
Advertising
The tagline does not go with the logo. The words should be separated either by a “|” (vertical line) or by a “۰” (extended arabic-indic digit zero) The colours of the tagline should be the primary Mexia colours.
Media Footers Website Marketing material
Every digital transformation journey requires a strategic integration platform
Integration needs to be a 1st class citizen in your enterprise.
“I have all of these legacy systems but none of them talk to each other.”
“There’s no secure API’s for us to integrate with our partners!”
“Microsoft introduced CASA to Mexia when we were considering our options for an integration platform to help us digitally transform our service capability. We evaluated MuleSoft and AWS but thanks to Mexia we realised the Microsoft Azure platform meets all of our integration needs. Mexia’s knowledge of the Azure platform was second to none, and they are great people to work with.”
“How can I automate more of our end-to- end business processes so we’re “Release management is a nightmare because our environments are so
Your Partners
Your SaaS Platforms
“Our integration projects take too long – surely there’s a better way!”
Your Enterprise
“We’re not being smart with our data.”
- Paul Boehme, Business Solution Manager at CASA
Digital Transformation means your innovative business needs to be connected, automated and intelligent. Enabled by Strategic Cloud Architecture & Planning
Your CONNECTED Business
Your AUTOMATED Business
Your INTELLIGENT Business
Your
INNOVATIVE Business
Hybrid Infrastructure & Federated Security Agile Software Delivery Collaborative DevOps
www.mexia.com.au
|
Connected . Automated . Intelligent
|
1300 734 127
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Corporate Colours
The primary colours are necessary for Mexia to stand out and to be recognized. The colours were carefully selected to represent the values of the company. Blue portrays trust, confidence and success, whilst gray symbolises practicality, security, wisdom and knowledge. The secondary colours are a variation of 3 of the basic colours: green, yellow and blue, and a fourth colour between the green and the blue. Those colours reinforce the identity of Mexia
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Primary Colours Use Titles
Dark Gray
Dark Blue
Subtitles
C 67 M 58 Y 55 K 61 R 58 G 58 B 58 L 58 a 0 b 0 # 3a3939
C 93 M 68 Y 42 K 37 R 29 G 62 B 87 L 25 a -6 b -19 # 1d3e57
*Dark and light gray can be used in texts
Gray
Blue
*Can also be used in icons ang graphics (but it is recommended to use secondary colors for these)
C 57 M 46 Y 46 K 34 R 99 G 100 B 100 L 42 a -1 b 0 # 636463
C 74 M 18 Y 0 K 0 R 27 G 162 B 221 L 62 a -20 b -40 # 1ba2dc
Light Gray
Light Blue
C 33 M 25 Y 26 K 4 R 178 G 178 B 178 L 73 a 0 b 0 # b2b2b2
C 40 M 0 Y 5 K 0 R 162 G 217 B 240 L 83 a -15 b -18 # a2d8ef
Logo Text boxes
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Secondary Colours Use Pastel Blue
Icons Graphics * Used to emphasize different sections
Aquamarine C 58 M 0 Y 32 K 0 R 103 G 203 B 192 L 75 a -33 b -5 # 67cbc0
Yellow
C 62 M 16 Y 10 K 0 R 96 G 174 B 211 L 67 a -18 b -27 # 60aed3
Green C 53 M 0 Y 79 K 0 R 136 G 195 B 89 L 73 a -34 b 45 # 88c359
C 12 M 25 Y 84 K 2 R 228 G 187 B 61 L 78 a 6 b 65 # e4bb3d
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Typography
The correct typography helps to reinforce the identity of our brand. It is important to use the selected typography to establish congruence and trust. With that in mind, Mexia selected Segoe UI as our typeface going from the Semibold to the Light. Is important to use the correct font weight property for the different parts of a document to achieve uniformity and professionalism.
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Segoe UI
Cover/ Title Segoe UI Semibold
Text
Segoe UI Regular
Subtitle/Text Segoe UI Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ,.-_!”#$%&/()=?¡*
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ,.-_!”#$%&/()=?¡*
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ,.-_!”#$%&/()=?¡*
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Complementary Typeface
Graphics Segoe UI Light
Graphics Segoe UI Light Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ,.-_!”#$%&/()=?¡*
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ,.-_!”#$%&/()=?¡*
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Iconography
An icon is a simple image that helps the user navigate through the content in an easier way. The iconography needs to be simple and logical for people to understand. Mexia’s iconography is divided into two different kind of icons; the first ones with a solid filling while the others are solid lines without filling.
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Icons Balance between the background colour and the colour of the logo
2D no perspective
Single line weight
Simple
One simple colour (from our pallet)
Lightly rounded at the corners (if possible
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Photography
Images are important. They help to define who we are and what we do, as well as the essence of our brand. Photographs have the power to transmit values, feelings or a complete experience. Having a guideline that helps us choose the right images for Mexia is really important. Mexia is a brand full of joy and support, as well as hard work and experience; photographs need to demonstrate this.
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Characteristics Minimalistic look Modern and businesslike Transfer our values
Dont’s Do not use images with models posing in a studio Do not use images that do not reflect our values (drunk people, people fighting) No busy compositions No bright colours that are not our colours (orange, purple, etc...)
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Persons
Architecture
B&W | Colour&W
Smiles are important
Blue base colour
Warm lightning
Perspective point of view
C&W have a B&W background photo
Preferably photos of Mexias’ team members
Blue sky and white clouds
C&W use Mexia colours Photos taken by Mexia
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Stationery
The experience of a client is more than the interaction with the people, it is also the interaction with the physical place and objects. Those physical details create a memory and an experience for the clients making Mexia’s brand stand out from the competition. The clients are constantly in contact with the objects of the company from a business card to a pen. Having consistency in our stationery is important. Mexia has a long list of products we use for stationary. All of them represent our identity, values, wishes and our dedication and experience to what we do.
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Notebook
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Pen
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Business Cards
• Clouds On-Premises Integration • Digital & API Strategy Enablement • Date Insights & Internet of Things (IoT)
Integration • Delivered
Name Surname Job
Phone
email@mexia.com.au @twitter
Mexia are your integration partner of choice in a digitally connected world.
mexia.com.au
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Spinner
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Mousepad
Integration • Delivered
mexia.com.au
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Backpack
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Umbrella
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Cup
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Reusable Cups
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Bottle
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Thermo
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Mexfit Bottle
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What we wear
Nowadays we are not just employees showing where we work, we are a unified team that works together. For Mexia, the corporate dress code means being part of something bigger, it means being part of a group of people who are the best in their field. In terms of corporate style, Mexia has always aimed to exemplify the happiness and comfort of our team. Therefore, more than a uniform, we have clothes for doing exercise, or for a cold day, clothes that make us feel comfortable and appreciated, part of the team.
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Cap
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Mexfit Wristbands
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Polo Shirt
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Long Sleeve Shirt
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Vest
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Jacket
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Jersey
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Mexfit bag
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Credential cord
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Welcome Pack
Cap
Backpack
Umbrella
Bottle
Credential Cord
Reusable Cup
Pen
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Communication Identity When creating a brand identity, there are 3 fundamental parts: the essence which involves our values and principles, the visual identity that helps to define how Mexia looks, and one more part that defines how people interprets the Mexia brand. The communication identity is not only how we communicate with externals but also how we communicate internally. The communication identity identifies, understands and explains the roles of every member of the team. The communication identity helps to give a voice to every Unicorn and to Mexia as a Unicorn’s world.
Our personality
70/74
71 Who we are? Internal Communication 72/74
Mexia Online
75/79
79
Web page Social media Email Signature E-mailer / Internal Newsletter
76 77 78
Our personality
Brand personality is a set of human characteristics that are attributed to our brand. Mexia’s brand personality is something to which our clients and employees can relate. It helps us shape the way people feel about our services, our people or our mission. It elicits an emotional response in a specific industry and consumer segment. Our company’s brand personality should not be confused with our imagery. Our imagery is a series of creative assets that communicates the tangible benefits of our brand. Conversely, our brand personality directly creates an emotional association in the mind of an ideal consumer group. Mexia’s brand personality results in increased brand equity and defines our brand’s attitude in the marketplace. It is also the key factor of any successful marketing campaign we launch. Mexia | Branding Guide
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Who we are?
Technical Person
Team Person
Tony Stark
Unicorn
Really Smart
Unique
Fussy
Care for the community
Meticulous
Union
The Expert
Generous
Gets & gives recognition
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International Communication We believe in the multiplying power of a great workplace culture and invest into our people first in order to deliver great outcomes to our clients. We reflect this as well in our internal communication. We refer to our team as “Unicorns”, and have fun with it as well. Job titles, rewards and recognitions, event topics, merch, etc.
To name a few examples, we have:
Human Resources & Recruitment is known at Mexia as “Unicorn Whisperer” (Job Title)
Marketing Lead at Mexia is referred to as the “Unicorn Storyteller” (Job Title)
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We present “Mexia Unicorn Awards” every Quarter to acknowledge those team members who have demonstrated an overwhelming amount of sparkle (rewards and recognition)
Magic, glitter, sparkles, rainbow farting and fun is always part of our internal way of communicating with the team
We refer to ourselves as a “Champion Team of Unicorns”
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Mexia Online
Internet is a tool that has facilitated the access and the diffusion of the information, that is way specially for a company to have a guide of how and where to communicated. Internet is full of new and different platforms and knowing where is Mexias’ public and their needs will be easier to get them but also to created a bond with them even before they become Mexias clients.
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Web Page This is an example of how a web page on our website can look like. Every web page needs to be clear, neat, easy to understand and to get in contact for further information. Web pages need to speak to our buyer personas (CTO, Architect, Delivery Management, Technical people and/or Future Unicorns). And also, need to reflect our experience and expertise in different industries giving reference of what we have done in the past.
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Social Media
When it comes to choosing which social media platforms Mexia will utilise, we have selected those that offer the best potential for reaching our ideal audience (both for lead generation and recruitment) and broadcast the type of media we have decided is best suited for our company. We have therefore selected Facebook, Twitter, YouTube and LinkedIn as the platforms where our bandwidth and resources allow us to be awesome and fulfil our goals and objectives of brand communication, presence, awareness and positioning.
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Email Signature
The email signature is used to give formality and personality to the emails, creating a full experience with Mexia even in the small details.The way that it is presented here is how all the emails should be signed.
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Emailer / Internal Newsletter The design shown here is an example of how the Emailer / Internal Newsletter should look like. It is important that all the emailers include Mexia’s logo and colours.
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