Brand Standards Manual & Corporate Identity FY 2018
TABLE OF CONTENTS
Welcome >> Table of contents.........................2
What is a brand? >> Brand implementation.................4 >> Compliance.................................5
ITI’s brand >> Vision, mission, positioning..........6 >> Maximizing the brand...................7 >> Brand history...............................8 >> Tone and voice...........................9
Brand components >> Logos without tagline.................10 >> Tagline principles.......................10 >> Tagline usage............................11 >> Logos with tagline......................12 >> Icon usage.................................13 >> Momentum element...................14 >> Incorrect logo treatments...........15 >> Color palette..............................16 >> Palette porportions....................17 >> Typefaces..................................18 >> Graphics....................................19 >> Photos and images....................20 >> Video and animation..................21
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>> Product logos............................22
Standard communication >> Introduction................................24 >> Letterhead.................................25 >> Business cards..........................26 >> Envelopes..................................27 >> Email.........................................28
Corporate communication >> Powerpoint................................29 >> Website.....................................30 >> Social media..............................31 >> Sharepoint.................................32
Signage >> Family........................................33 >> Building......................................34 >> Tenant panel..............................35 >> Tradeshow booths................. ...36 >> Success plaques.......................37
Branded collateral >>
Apparel......................................37
>>
Promotional items......................38
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WHAT IS A BRAND?
“Your brand is what other people say about you when you’re not in the room” - Jeff Bezos, founder of Amazon.com
Brand Implementation ITI has gone through dramatic changes since it was founded in 1983. While ITI’s success has been steady and consistent, the company is poised to grow. ITI as a company and as a brand needs to be positioned strategically in order to capitalize on new opportunities, to maintain relevance and momentum with existing customers – and to be perceived as a valuable partner by new prospects That is why it became necessary for us to revisit and revise our mission, vision, and value statements, and to come up with a new tagline as well. A great deal of research was done to develop the new brand. The brand identity (equity) is essentially a promise to customers. It is derived from who the company is, who it wants to be, and who customers, industry experts, and influencers perceive it to be. Building brand equity is paramount to elevating awareness and influencing stakeholders. The goals for the rebrand were as follows: >> Be perceived differently >> Produce different [improved] interpretations of product performance. >> Enjoy greater loyalty and be less vulnerable to competitive marketing actions. >> Receive greater trade cooperation and support.
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>> Increase marketing communication effectiveness. >> Increase mindshare >> Make the brand current and relevant – from a messaging and visual standpoint >> Elevate the brand’s image and position in the competitive landscape >> Present a consistent and cohesive brand image to all audiences >> Connect the brand emotionally with audience >> Internally, ignite a spark for renewed pride in the company and in the brand >> Ensure consistency of messaging across all audiences from all ITI points of contact In order to translate the brand idea into a coherent experience and to deliver on its promise, media applications have to form a consistent, unified impression and should always be closely linked to the company’s brand identity. Expectations generated by the brand should never be allowed to be invalidated by broken promises, inconsistent language or “out-of-character” visual presentation.
ITI consultants and solutions integrate dissimilar engineering systems more reliably and more effectively than anyone in the industry.
Compliance All external and internal communications and promotional materials, including posters, brochures, and pamphlets, must comply with our brand standards. In addition, all external communications must be approved by the ITI global marketing department.
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ITI’s BRAND
Vision Statement ITI is the global leader providing reliable interoperability, validation, and migration solutions for product data and related systems. These words describe our ideal future and reflect the essence of what we intend to become as a company.
Mission Statement We are the product data interoperability experts specializing in conversion, integration, validation, and migration solutions. Our customers recognize the value in having a trusted solution partner that provides more than just software. The mission statement describes the overall purpose of our organization. It is about what we do, who we do it for, how and why we do it.
Positioning Statement ITI solves complex product data interoperability problems so that the world’s leading manufacturers can focus on making great products. Our positioning statement presents a single brand image across all audiences, clearly state what ITI does best, ensures consistency across all points of contacts, all audiences, and positions ITI as relevant to partners, customers, and the industry.
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Maximizing the Brand Our corporate brand represents who we are to the world, so it is crucial that we both protect and build it. The sections that follow contain important information that you will need to know to communicate using the ITI brand, including various documents, templates, logo and brand guidelines and examples of proper and improper applications. Additionally, please keep the following suggestions in mind in order to maximize our brand. >> Use the brand selectively. Solutions, business forms, advertising, presentations, speciality items and facility and tradeshow items are the only objects that need to feature the brand. >> Use the brand components correctly. It is very easy to overlook seemingly minor details when using various brand components, yet these types of mistakes can damage the brand and create roadblocks in reaching your objectives.
Always adhere to guidelines detailed in the following sections to guarantee smooth and successful implementation of the ITI brand.
>> If you encounter an ITI branding situation not addressed in this manual, please contact the ITI global marketing department.
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ITI’s Brand History
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Tone and Voice Following are some guidelines and suggestions to send the right message and create the right tone to best communicate ITI and its brand promise. Getting the message and tone right will be the measure between success and failure of each communication. Audiences must understand the benefits - the points of differentiations - that come from partnering with ITI versus working with the competition. Above all, you should strive to use the points of differentiation that uniquely position ITI in the hearts and minds of our customers, partners and other key audiences. >> Obtain approval. All ads, literature, and other external marketing communication materials must be reviewed and approved by the ITI global marketing department before they are completed. >> Be technical, but brief and impactful. Our target audience and our software solutions are highly technical in nature, but still must refrain from too much technical jargon. >> Be clean and crisp, Use elegant, simple but effective communication >> Be benefit driven. How does this product or service impact people’s lives? Talk about the benefit. >> Be sure. Test the visual and verbal content with the target audience to be sure that you are communicating what you want to communicate.
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BRAND ELEMENTS
Logos without tagline The ITI logomark is the first impression of the brand, and therefore must be have plenty of breathing room. Clear space guidelines must be following as indicated on this page. This amount of space should be maintained when in use with any other design elements or additional logos:
>> Space is the size of the dark red diamond rotated to square or 1/2 height of the ITI logomark excluding the type below. When repeated throughout a document, or if the logo is less than the minimum application size of 1.0 inch or 2.54 centimeters, please use the logo with out the company name.
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Color variations There is one color variation option from which to choose, which is exclusively for use on a dark background. The ITI color and white logo stands out strongly against dark backgrounds, and preferably against near black or gradiated backgrounds.
When deciding which logo file type to use, consider the following: >> Files with .EPS extensions should be used for printed materials. >> Files with .JPG extensions should be used primarily for on-screen viewing. >> Please consult your vendor for their preferred file format before submitted artwork for production. Electronic files for the ITI logos are available on the ITI global marketing department sharepoint site under “logos�.
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Corporate Tagline Strategy A tagline is a short phrase that captures a company’s brand essence, personality and positioning. It is deceptively simple, but grows out of a purposeful strategic and creative process. Short and simple taglines have the best recall.
The three fundamental considerations of a corporate tagline are: >> The one “big idea” you most want associated with your company/brand in the mind of the marketplace; an essence-defining benefit statement. >> Graphic disposition: Strategically placed to occur as a “punchline” to the message being told by the copy. >> Shelf-life: Not campaign dependent, but positioning-driven and strategic, therefore a shelf-life of five years, minimally. The ITI tagline “Create Momentum” is an example of a corporate tagline. 12 - ITI International Technegroup Inc Brand Standards Manual
Required Application The following guidelines will help to determine where and when to use the “Create Momentum� tagline. >> Print advertising (locked to the corporate signature, not stand-alone) >> Print pre-sales and marketing collateral >> Web video marketing >> Radio advertisement >> Television advertisement
Prohibited Applications >> Product badges >> Product packaging >> Architectural signs >> Business stationery >> Business cards
PermittedRecommended Applications >> Tradeshow signage >> Approved promotional gifts
>> Envelopes >> Paychecks >> Legal contracts
For example pens, paperweights, etc, depending on the nature, quality, and function of the item. The test is, does the item clearly symbolize or express this core value or at least not contradict it? The category of promotional items is potentially quite wide and diverse and constitutes an area in which discretion will have to be exercised by Corporate Marketing.
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Logo with tagline With the guidelines for when to use the tagline are understood, below is the ITI logo tagline variation. Clearspace guidelines are indicated here in Cyan as well. This amount of space should be maintained when in use with any other design elements or additional logos.
>> Space is the size of the dark red diamond rotated to square or 1/2 height of the ITI logomark excluding the type below.
>> Safe space for the tagline element by itself is also the the size of the dark red diamond rotated to square The Minimum application size for the ITI logo is 1.0 inch or 2.54 centimeters. If the logo is smaller, please use the logo with out the company name.
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Alternative Color There is one color variation option of the tagline logo from which to choose, which is exclusively for use on a dark background. The ITI color and white tagline logo stands out strongly against dark backgrounds, and preferably against near black or gradiated backgrounds.
>> Files with .EPS extensions should be used for printed materials. >> Files with .JPG extensions should be used primarily for on-screen viewing. >> Please consult your vendor for their preferred file format before submitted artwork for production.
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The ITI Icon The ITI Icon is a visual representation of the solutions we provide our customers. Composed of two parts, the red Challenge Package and the blue Momentum Element, the ITI Icon brings dimension and dynamism to the concept of solving complex obstacles challenges with momentum.
The ITI Icon can be used as a standalone element in places where the full logomark would be too large, or simply not proportionate to the space it needs to fill such as: >>
Browser favicons
>>
Internal file directories
>>
Various product GUI instance
There are no size limitations placed on the ITI Icon. Safe space is the size of the dark red diamond rotated to square or 1/2 height of the ITI lcon. In addition, the standard ITI logo or Tagline logo are never to be used together or in close proximity to the ITI Icon. There are no other approved uses or colors of the ITI Icon.
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The Momentum Element The Momentum Element is a core part of ITI graphics and visuals. The element can be used to quickly emphasize solutions ITI offers, and can be used often as a graphic element. Appropriate use of the Momentum Element must take into account a few principles:
>> The arrow must always be facing to the right. >> The arrow must always maintain a dual tone dimensionality. >> The arrow must always be in appropriate ITI color palette blues. >> Typically, the arrow should be used to draw attention to a solution or call to action.
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ITI Logo misuse For approved logo usage, please refer to the previous pages. Never use anything but the approved and provided logo. >> Never attempt to create your own ITI logo >> Never reproduce the logo in non-approved colors >> Never remove the dimensionality of the logo by using a single color >> Never stretch or alter the logo’s proportions >> Never enlarge or reduce the artwork beyond the next size provided >> Never attach anything to the logo >> Never use part of the logo, it is an integral unit, always keep it whole >> Never use the logo as part of a sentence or phrase >> Never alter the horizontal orientation of a the logo >> Never use the logo in a crowded space >> Never use the logo on top of one of the primary colors or color family >> Never print on top of the logo >> Never use the logo as a watermark
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ITI’s Color System The ITI color palette has been developed to provide a chromatic range for a recognizable brand personality and to help organize communications materials for the software market. This color palette is being used across all visual media including advertising, collateral, direct response, sales materials, and web marketing. Consistent use of the color palette helps build and reinforce brand recognition by creating a strong, recognizable look for ITI.
ITI Primary Color Palette >> Momentum Blue is used as the main color for most ITI graphics and communication pieces. >> Dimensional Blue is used to emphasize dimensionality only in use in the lower half of the Momentum Element. >> Challenge Red is used to bring attention to challenges within a situation, and is used for light emphasis in graphics. >> Dimensional Red is used only in the lower half of the Challenge Box. >> ITI Burgundy is used to highlight text such as headers or links. The color was used as ITI’s pre 2012 re-brand. >> Process Grey is used to represent balance, security, and secure processes that are in place at ITI. This color is used as body copy and accentuating elements in graphics.
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Primary Colors Momentum Blue PMS= 2935 CMYK = 100c, 46m HEX = 0076C0
Dimensional Blue
Challenge Red
Process Grey
Dimensional Red
PMS= 2945 CMYK = 100c, 46m, 25k HEX = 0069AA
PMS= 85% Pantone Black CMYK = 85k HEX = 4D4D4F
PMS= 485 CMYK = 95m, 100y HEX = EE3124
PMS= 484 CMYK = 95m, 100y, 25k HEX = B32317
ITI Burgundy
Secondary Colors (Charts & Graphs) Yellow
Light Blue
Light Orange
Faint Blue
PMS= 2945 CMYK = 100c, 46m, 25k HEX = 0069AA
PMS= 2945 CMYK = 100c, 46m, 25k HEX = 0069AA
PMS= 483 CMYK = 95m, 100y, 50k HEX = 7A1600
PMS= 2945 CMYK = 100c, 46m, 25k HEX = 0069AA
PMS= 2945 CMYK = 100c, 46m, 25k HEX = 0069AA
Dark Orange
PMS= 2945 CMYK = 100c, 46m, 25k HEX = 0069AA
Green
PMS= 2945 CMYK = 100c, 46m, 25k HEX = 0069AA
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Proportionate Color Use To appropriately represent the ITI brand, the primary color palette must be used in a consistent fashion across all mediums. The color wheel below serves as a guide to the overall look and feel of the correct proportions.
>> Blues: 75% >> Greys: 20% >> Reds: 5%
While these percentages are not to be precisely measured, they should serve to guage whether or not too much or too little of a given ITI primary color is being used in a graphic, page, or other branded item.
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Use of Fonts As an integral part of ITI’s brand, the following Aller, Ubuntu, and Arial fonts should be used. These fonts are ITI’s unique handwriting and add emphasis to the personality of it’s identity. Please refer to the following samples for usage
Aller Family
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()_1234567890 Ubuntu Family (Web only)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()_1234567890 Arial (Body copy)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()_1234567890
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Graphics and Visuals ITI employs an array of graphics and visuals to communicate highly technical and complex concepts to their target audience, stakeholders, and clients. A visual language has been established to address most visual challenges that may arise.
Examples of effective graphics
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Stock photography usage Stock photography used in advertisements or marketing materials must be in compliance with a few guidelines: >> Images must be targeted towards the manufacturing engineer buyer’s persona >> Images featuring software usage or computers should reflect the current market standards. For example, most engineers rarely use Apple computers at this time. >> Screen mockups must be of professional quality when rendered artificially on a computer screen
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Video & Animation ITI multimedia products such as videos and animation should utilize an animated intro sequence that displays in the order as follows:
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Product Branding ITI products operate under a “Branded House” brand architecture, meaning they operate under a single master brand and add clarity and further definition to the brand offering. ITI’s product lineup currently consists of the following:
Product Logos ITI products have logos that are displayed in the two color schemes below:
CADfix >> Translates, repairs, and simplifies CAD models for CAD, CAM and CAE
CADIQ >> Validates the accuracy and integrity of CAD model data
DEXcenter >> Automates supplier interoperability and compliance processes
DrawtoPMI >> Converts models to 3D with PMI for model-based engineering (MBE)
Proficiency >> Automates feature-based CAD model conversion and knowledge transfer
Product logo misuse These logos may not be approximated using any ITI approved fonts. Please use the approved logo files.
CADfix CADfix
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BRANDED COLLATERAL
Introduction Every day, ITI stationery makes an impression on many of its customers, prospects, suppliers, partners, vendors, employees, and other stakeholders. These impressions must always be positive. All ITI business stationery must be clear and professional. The pieces should “family� with each other.
Headers Type is Aller, 15 point
Body Copy Type is Arial, 12 point. Paragraph alignment is ragged right.
Bullets >> Bullet Format >> Bullet Format >> Bullet Format
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Corporate Letterhead Below is an example of the ITI letterhead and envelope.
5303 DuPont Circle • Milford, Ohio 45150 • 513-576-3900 • 513-576-3994 fax www.iti-global.com
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Business card format Name Type is all Caps Aller Regular; point size 11
Title Type if Aller Regular; 9 point, Process Grey as described on page 20
Contact Information Type is Aller Light; point size 7, Process Grey as described on page 20
Color Framing Red and blue color borders: .45 in� height w/bleed, centered.
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Signatures For a strong corporate image, all e-mail messages should clearly identify the sender in a standard and clear manner. Please follow the example shown.
Name Type is all Arial Bold; point size 11.
Position Arial point size 11.
New Messages Firstname Lastname Position ITI – International TechneGroup xxx.xxx.xxxx desk xxx.xxx.xxxx mobile firstname.lastname@iti-global.com View ITI’s latest overview video
Company Arial Bold; point size11.
Contact information Arial; point size 11.
Replies/Forwards Firstname Lastname Position ITI – International TechneGroup
Overview video Arial bold; point size 11.
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Powerpoint Templates Several powerpoint templates have been developed for use in corporate and product-specific presentations. Please refer to the established guidelines to determine appropriate combinations.
Proficiency Feature Based CAD Translation
info@iti-global.com
Protecting Intellectual Property Intellectual property is your company’s greatest asset, it’s difficult to imagine losing any of your valuable 2D and 3D data in the CAD migration process… PMI & Drawings Constraints Design Methodologies Features & History
Metadata
INTELLECTUAL PROPERTY
Visualization Attributes Assembly Structure Geometry
Migrations can be unavoidable: New CAD systems, Acquisitions leading to consolidation of one system, Retirement of a CAD brand, etc. • You must protect this investment... And trust the method used to migrate.
Complete 2D Solution Proficiency
CHECK THIS WITH TONY – COMPLETION WIZARD
Completion Wizard
Automatic drawing conversion Source Drawing
Guided Completion Source Data for Completion
Target Drawing 100% Workable Model
100% WYSIWYG
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Corporate Website The ITI website exists in several different formats in FY 2018, and is currently in a state of transition. Currently there is a an English language version and a German language version.
www.iti-global.com
www.iti-global.de
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Social Media
ITI has an active content platform on YouTube. https://www.youtube. com/user/ITITranscenData.
ITI has a robust marketing and content distribution strategy on LinkedIn. https://www.linkedin. com/company-beta/620782/
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ITI has a presence on Facebook. https://www.facebook.com/InternationalTechneGroup/
ITI has a very active content marketing footprint on twitter. Active handles are @iti_global, @CADfix. https://twitter.com/iti_global
ITI has a notable footprint in the German professional social network XING. https://www.xing.com/companies/ itiinternationaltechnegroupltd.
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CORPORATE SIGNAGE
ITI signage family When trying to determine the most appropriate sign type for a building application, the following should be considered heavily before making a decision. >> Landlord and city/local restrictions >> Background materials and colors >> Visibility and lines of sight >> Building size >> Colors and sizes of other sign types in the vicinity >> Electrical hook-ups and availability and background material surface obstructions The following pages are suggested examples of how ITI signs should be approached.
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Monument signage When incorporating a monument sign, it is important to consider landlord requirements, city/local, visibility, and other building materials nearby. The preferred treatment is a standard ITI logo treatment on a white background.
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Tenant signage Do not sacrifice safe space requirements when placing the ITI logo on a tenant panel. A more appropriately scaled ITI logo provides greater recognition than a larger one that is jammed into a smaller background.
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Lobby signage Lobby signage should be placed directly on the wall, without backer mount. Signage should always be placed on a white wall as pictured.
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Tradeshow booths Spaces reserved for tradeshows vary greatly, please use as clear and concise of a messaging voice as possible when combing custom panels or ones provided by the ITI ITI global marketing department.
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Success plaques ITI case studies can be laid out in a branded manner per the below template. These templates are laid out in powerpoint.
Example of Template #3
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BRANDED ITEMS
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ITI Apparel While mandatory at tradeshows, please feel free to wear appropriately branded ITI polos, sweaters, and other items.
Single Color Logo In the very rare occasion where a print process requires a 1 color logo, please use the single color logo variation seen below. This logo is only to be used in either black or white.
>> Please consult the ITI global marketing department if you need access to this one color logo file, as its use is stricly for specific use.
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