Detailed BRAND GUIDELINES
Brand Essence Who we are? OpenSymmetry is a trusted leader and global advisor that delivers Sales, HR and Finance solutions that drive accelerated business performance. With a leading success rate across more than 20 industries, you can count on OpenSymmetry to deliver the comprehensive solutions you need for a proven path to rapid results -- from Strategyto-Success.
SIMPLICITY The new OS visually communicates the sense of ease and simplicity that clients can expect when dealing with any of our employees from pre-sales, during implementation, to post go-live. Any touch point you have as an OS client will be consistent.
FUTURE STATE The imagery, visual marks, and copywriting all seek to put clients and prospects in transformational mode, connecting OS with that future state.
DEPTH OF MEANING As a client of OS, the value does not stop the day you sign the dotted line. We work with you to develop, mature, and realize that value until it is fully brought through to fruition. The OS brand essence seeks to communicate this subliminally and visually.
HUMAN
With OpenSymmetry, we understand that the true successful outcome is defined not only professionally but personally. We seek to connect with our clients on both levels, and convey that depth of understanding, and the assurance that we have the quality and product to deliver those real results.
6 | OS BRAND ESSENCE
Our Logotype
Making a mark Our new logo maintains a balance of familiarity and trust, while representing the next evolution of the brand. This assures clients of the OS family continue to experience the high touch, while communicating that this is the next level of OpenSymmetry.
a
For a light background, this logo is our primary logo. The orange is exciting and entrepreneurial, designed to put the viewer in transformational mode. The orange is also proven scientifically to be the most engaging and effective color for executing a call to action.
b
On a dark background, this is our primary logo. Try to avoid purely black backgrounds or purely black fonts, but rather a lighter shade of black. This is a practice that Apple does, where the mind does not immediately register the lighter shade, but associates a higher premium with something more visually appealing.
PRIMARY LOGO Our new logo is a slightly more modern, contemporary,
Spacing
and elegant construction than previous generations. The
In our brand repositories, you will find premade constructions
lines are thinner and smoother, and strives to provide a visual
of our new logo with proper spacing and coloring, so you
balance.
don’t have to worry about it. For any custom requests, please email the marketing department at os_marketing@
Like OpenSymmetry’s services, the beauty of the design is in
opensymmetry.com
the details you don’t see, but are by virtue of OS providing value. More explicitly, with OS you get more than just a
Trust Your Visual Gut
system implementor. You get a genuine consultant and
Remember, you are the first touchpoint for the client to the
advisor. We don’t have to say this to show the depth in our
OS brand, and the last line of review. Your subconscious
consultants.
will actually tell you a lot about whether the design fits, or whether something feels a little off. Trust your gut, and if you
In the new OS, quality is highly valued and the results,
don’t know, call in for help. The important thing is to immerse
delivered. The client chooses OS to be the experts and
yourself in the new materials and familiarize yourself with the
trusted advisors to make them successful.
standards so that this intuition becomes automatic.
x/9
y
x x/3
9/10y
9/10x
9/10x
9/10x
9/10x
x
It is important to leave a sufficient buffer around the logo so that its prominence and visual premium is preserved.
OS LOGOTYPE | 9
VARIANTS & EVOLUTION Below are a selection of alternative options for logos. These can be used to keep the look fresh, but also to remain consistent with our overall brand positioning. However, the 1st view / touch point should always start with OpenSymmetry spelled out before you move to the shortened versions. The other important thing to keep in mind is our objective to evolve the client relationship as they mature through the lifecycle (ie. moving from ‘OpenSymmetry in initial touchpoints, to ‘OS’ in later communications and collateral).
from strategy to success.
Purple & Black Logo
The OS
You can use the same variation of this classic logo on a
Clean, simple, and straightforward. Use this version on
dark background by switching the ‘OpenSymmetry’ and ‘to
secondary pages of a document with a dark background, or
success’ to white.
as your relationship evolves with the client.
Orange OS
Purple OS
Have fun and switch around the colors. As long as you don’t
Here is a version of the OS with our classic Purple. Go team
mix purple and orange together, you are free to let your
Purple!
creativity go!
10 | OS LOGOTYPE
INCORRECT USAGE The following are examples of a few incorrect usages of our logo standards. Stay away from these! When in doubt...Ask! Send a request to OS_Marketing@opensymmetry.com and we will update, review or modify anything that needs to be done before it goes out in a non approved standard format.
Mixing & Tagline
Mixing & Tagline
ALWAYS include our tagline when using the full logo.
Again, stick to one color when using the logo.
NEVER mix colors.
When using the ‘OS’ you do not need to include the tagline.
from strategy to success.
Backgrounds Avoid color backgrounds whenever possible. It can be appropriate when co-marketing with a partner, but use your best judgment.
11 | OS LOGOTYPE
Drop Shadows So 2007. Only to be used in dynamic--not static--presentations.
BRAND MARKS These are a collection of brand marks that are meant to complement our new key messages, and to create a more comprehensive, and powerful, brand experience.
MARKS
MESSAGING
Finger Frame
The ‘O’
The symbol of transformational mode. Much like a
Transparent, and always for you, the ‘O’ symbolizes OS’
director framing out the perfect shot, OS works with
commitment to put client’s needs first and be their
our clients to create solutions that make their vision
trusted advocate.
manifest.
Important: Make sure not to ever have the ‘O’ fully on the screen. This helps us remain distinct from other O’s like Oprah or Overstock.com, and doesn’t confuse the ‘O’ with a true logo.
picture that.
Picture that. Used in conjunction with the finger frame to make its meaning clearer, ‘picture that’ becomes an explicit statement that communicates to the client
The Advantage
that we can make their vision a reality.
This mark explicitly connects the message to the advantage that the client can expect. This mark can also be used in a one-line format, and per the other color uses.
OUR LOGOTYPE | 12
Color Palette Corporate tones Warm, friendly, exciting, and inviting. The colors of OS are meant to surprise, stand out from the status quo, and to give a modern and contemporary look to the classical palette our clients have come to know.
BRAND COLORS
PRIMARY COLORS
HEX #f16321
HEX
CMYK
1 75 100 0
CMYK
RGB
241 99 32
RGB
# 542458 72 96 34 47 84 36 88
SECONDARY/PARTNER COLORS Use these sparingly, but from time to time we will want to use variations of our partners’ palettes (ie. IBM, Callidus, Xactly, etc). to better align OS with their brand based on the project. Some examples. As always, if you are unsure, feel free to contact the Marketing Team.
14 | COLOR PALETTE
HEX #ffffff CMYK RGB
0000 255 255 255
Typeface Bold. Fresh. Premium. Steve Jobs was obsessed with typography. He know that when there is great typography you can command a greater price for your product due to the aesthetic premium created by the increased perceived value from the simple lines, curves, and spacing from letters. The new OS has the same approach.
PRIMARY Avenir is a geometric sans-serif typeface designed by Adrian Frutiger in 1988 and released by Linotype GmbH, now a subsidiary of Monotype Corporation.
The word avenir is French for “future”. The font takes inspiration from the early
Avenir Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
geometric sans-serif typefaces Erbar (1922), designed by Jakob Erbar, and Futura (1927), designed by Paul Renner. Frutiger intended Avenir to be a more
Avenir Book
organic, humanist interpretation of these highly geometric types. While similarities can be seen with Futura, the two-story lowercase a is more like Erbar, and also recalls Frutiger’s earlier namesake
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
typeface, Frutiger.
SECONDERY Frutiger considers Avenir his finest work. ‘The quality of the draughtmanship – rather than the intellectual idea behind it – is my masterpiece. (...) It was the hardest typeface I have worked on in my life. Working on it, I always had human
Avenir Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
nature in mind. And what’s crucial is that I developed the typeface alone, in peace and quiet – no drafting assistants, no-one was there. My personality is stamped upon it. I’m proud that I was able to create Avenir.’
16 | TYPEFACE
Avenir Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
DIGITAL ALTERNATIVES As much as we fight it, sometimes the rest of the world will not be able to keep up with our innovative fonts, especially in the digital world. Therefore, we have these alternatives that you can
Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
use for emails and other digital communications to stay aligned with the brand, while being able to deliver your message consistently across platforms. This is an important option to take into consideration when dealing with partners and clients on a day to day basis as well. Unless they have
Helvetica-Neue Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
an Avenir font package installed on their own device, it is unlikely that it will render correctly. Best practice is to save presentations and papers as PDFs so that it will render out perfectly for them, in a manner that is aligned with our brand. Also make sure to take advantage of the PDF Preview feature of ‘Slide Show mode’. It operates in the exact same way as a PowerPoint, and will remain consistent across all devices.
TYPEFACE | 17
TYPESETTING Header:
Subheader:
Body:
Avenir Black Avenir Roman
AVENICiuntum quo et officiendit exerior re id quasinverro doluptas doluptati blatur sit.Habemus, nonvolti, nox me auterniu inem igno. Valinti quodiendeps, consus poeroxVid et aut magnatqui autatint, et omnisquia voluptiis magnat id maios ma velibus ciisquo dignam rae dollab iunt aut
Header :
Header 3: 18 pt, 24 px
AVENIR BOOK Avenir Light AVENIR ROMAN: Ciuntum quo et officiendit exerior re id quasinverro doluptas doluptati blatur sit.Habemus, nonvolti, nox me auterniu inem igno. Valinti quodiendeps, consus poeroxVid et aut magnatqui autatint, et omnisquia voluptiis magnat id maios ma velibus ciisquo dignam rae dollab iunt aut
Avenir Book Oblique List: Left ident: 5mm
• AVENIR LIGHT: officiendit exerior re id quasinverro doluptas doluptati blatur sit.Habemus, nonvolti, nox me auterniu inem igno. • Valinti quodiendeps, consus poerox • Vid et aut magnatqui autatint, et omnisquia voluptiis magnat id maios ma velibus ciisquo dignam rae dollab iunt aut
Body highlight:
Ciuntum quo et officiendit exerior re id quasinverro doluptas doluptati blatur sit.Habemus, nonvolti, nox me auterniu inem igno. Valinti quodiendeps, consus poeroxVid et aut magnatqui autatint, et omnisquia voluptiis magnat id maios ma velibus ciisquo dignam rae dollab iunt aut
18 | TYPEFACE
Imagery Examples More than a picture. No traditional stock photos. No slicked-back sleezy sales guys. No B.S. Just substance and true connection.
24 | IMAGERY
PROFESSIONAL PERSONALITY NO CLIP ART! Please utilize our approved Photo/ Image Library of over 250+ images. If you cannot find one that works, please contact the marketing team and we will make sure to get one turned back around to you ASAP. All of our imagery is meant to evoke an emotive response; a connection and touchpoint of trust. A picture says 1000 words, and a good picture can save you from having to spend 20 minutes in a presentation communicating the kind of trust OS affords its clients, when it is just obvious from the get-go. Shorter presentations, more concise copy, and clearer messaging all result in the client getting the feeling that OS gets it.
IMAGERY | 25
Mailing Address:
tel +1 877 261 2667
106 E. Sixth Street, Suite 900
fax +1 877 261 2669
Austin, Texas 78701 USA
HR fax +1 512 685 1377
Physical Address:
os_info@opensymmetry.
115 Wild Basin Road, Suite
com www.opensymmetry.
301 & 301A Austin, Texas 78746