Brand book
Brand book
Futurice 2011
About this book This book is a reference manual for everyone who deals with the Futurice brand. It has three purposes: Ŕ 5P TIPX UIF PSJHJO PG PVS CSBOE Ŕ 5P DMBSJGZ 'VUVSJDFōT CSBOE FTTFODF BOE CSBOE QFSTPOBMJUZ Ŕ 5P QSPWJEF CSBOE HVJEFMJOFT GPS PVS DPNNVOJDBUJPO Futurice is growing and we want to make sure we’re all pulling in the same direction. There’s never been a better time to restate what our brand is all about. In the first part of the book you’ll find info that’s useful for everyone at Futurice. The second part offers our marketing communications people some concrete guidelines for their work.
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II Guidelines
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I From vision to brand Our clients say... Our vision The story of Futurice Our brand promise How to make our brand an everyday reality Futurice employer brand
“They have an ability to listen to the customer and build high-quality products with a tight schedule.”
“Futurice professionals have a phenomenal ability to inspire people and bring about a creative atmosphere in their workshops.”
Our clients say...
“The project team was relaxed but extremely committed and professional.”
“A great ability to respond to our concerns.”
“They are easy to work with.” “Futurice’s strengths are professional skills and a customer-oriented attitude. Understanding the customer is the absolute strength of Futurice.”
“Reliable.”
“The guys at Futurice were creative and helped tremendously in enhancing our concept. The application implemented by Futurice was exactly what we’d hoped for.”
Our vision
'VUVSJDFĹ?T BJN JT UP IFMQ PVS DMJFOUT JNQSPWF UIFJS CVTJOFTT XJUI UIF EFTJHO BOE JNQMFNFOUBUJPO PG FMFHBOU GVODUJPOBM BOE ŤFYJCMF EJHJUBM TPMVUJPOT We meet their needs by providing simple, straightforward, and hassle-free service and results. But we also want to be known as the team that brings our clients that “Eureka!â€? moment – that point of clarity when all of a sudden they see all their plans coming together. We want to raise client expectations to a whole new level. We want them to see that getting their whole IT services package from us is simple, fun, and fulfilling – both the process and the end result. We want our clients to hear our proposals and say, “Yes! That’s exactly how it should be!â€? This means we’re setting out to change the established way of thinking in our industry. To do this successfully we need to gain momentum and really focus on building influence in our field.
By 2015 we want to have 300 brilliant people on our staff. By 2015 we want to serve top-tier global players from 6 locations worldwide. We can’t do this without having a strong brand that grabs the attention of global players and their top management. We need to be credible. They need to be listening to us. Our brand isn’t an artificial construct. It’s a strong distillation of who we are, what we know, and what we believe in. The industry is undergoing dramatic change as analog processes are being digitalized. The way business is done is transforming. We are going to show how it’s done – while the rest of the industry catches up. So get to know our brand – get it out there and work it hard – because if everyone’s on board, Futurice is really going to make things happen!
One engineer said...
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They figured, “Let’s get this going. Let’s make it happen. But let’s promise never to get stuck on the corporate conveyor belt.” They wanted to stay inspired – to run a flexible, thoughtful, outward-looking business, not a code factory. To get the best results they realized they’d need to create multi-talented teams made up of all sorts of skillful and gifted people.
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The story of Futurice
The friends were excited to realize that the approach that they offered – fresh, unpretentious, clever – was one of the main reasons that people wanted to work with them.
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Three engineers walked into a bar... It all began with a few engineering students doing what they do best: creating interesting things through clever coding.
They were devoted to their creations and felt a sense of real ownership and responsibility for what they made and what it could do.
This small group of friends had a passion for using the latest technology to create smart, convenient, and exciting solutions to everyday problems.
Satisfied clients spread the word about the new, resourceful, and down-to-earth player in the market.
When the engineers left the bar... ...they took a few friends with them, including, down-to-earth artists from the school of art and design, entrepreneurial businesspeople, and energetic individuals from all sorts of fields. Futurice emerged out of its modest beginnings and into the corporate world.
New, young, gifted students – not just engineers – start at Futurice every year: we take on people who are energetic, eager to learn, and who aren’t jaded by the industry. Our roots are in engineering, but we see our engineers as designers, sculptors of ideas, and social architects And regardless of our backgrounds, we’re all working together to engineer a new future with our customers.
They started a journey... And it’s getting more and more interesting.
At the ten-year mark Futurice had around 150 employees and a global client base.
Because for Futurice, software design is not just about solving immediate problems, it’s about positively influencing the bigger picture for our clients. We want to provide options, broaden horizons, change mindsets, and give our clients new tools and new perspectives on the way they operate.
Our designs continue to incorporate sensitivity and human understanding, and consider all angles of the user experience.
So, how many engineers (and their friends) does it take to change an industry?
We consider the social impact of the designs we create, and we trust that intuitive design will stimulate renewal in the tech-driven engineering world.
We don’t know yet, but we’re dedicated to finding out. But they stayed in touch with their roots. While we continue to grow, and the future’s looking fantastic, our down-toearth attitude and entrepreneurial spirit never changes.
Our capacity to constantly evolve, adapt, and evaluate our own work practices to better serve our clients makes us an eternal start-up, no matter how big we grow.
Our brand promise
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We make it easy, we make it happen.
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We understand you and what you really need; we listen, we care, we talk the same language as you. We are transparent in the way we operate.
We don’t just do excellent work and solve problems. We take on the larger responsibility of inventing and constructing new ways of doing things wherever we see opportunities.
You don’t need to worry about whether things will get done. They will be done, quickly, efficiently, and with an impressive end result.
We’re straightforward, easy to work with, and unpretentious.
How to make our brand an everyday reality *O FWFSZ TJUVBUJPO BOE JOUFSBDUJPO BTL ZPVSTFMG
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Make it easy for the client
Make it happen
Always look at things from the client’s point of view
Be honest, open, and approachable – think laterally to come up with practical and functional solutions for our clients.
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Our brand doesn’t just exist in our minds. It should be alive in our actions, attitude, and in our relationships with each other and our clients.
Ask yourself: “Am I making it as easy as possible for them?�, “Do they have the feeling that everything’s moving forward smoothly?�, “How could I make things even more comfortable for them?�
Listen carefully to what the client wants. Ask yourself: “What are their ‘bigger picture’ issues?� Always think about the end-product you’re creating. Will it serve their wants as well as their needs?
Ask yourself: “How does my client see this?�, “How experienced are they?�, “What might be their main worries and areas of uncertainty?�
Be non-hierarchical, creative, and unconventional. Make our clients’ vision happen. Aim not to get bogged down in processes that don’t take projects forward.
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Futurice employer brand
What our employees have to say about working at Futurice
'VUVSJDF HJWFT FWFSZPOF UIF PQQPSUVOJUZ UP TIPX UIFJS TUSFOHUIT 5IBUĹ?T XIZ XF EPOĹ?U CFMJFWF JO TUSJDU IJFSBSDIJFT BOE TFU JO TUPOF KPC EFTDSJQUJPOT It’s important to Futurice that our employees trust each other. We take our responsibilities seriously and we genuinely work hard to live up to our brand.
Feedback is fuel for Futurice. It’s how we keep learning and progressing. We keep our hours humane and our workplace family friendly.
We’re a team of expert, professional, open-minded, and ambitious teamplayers who aren’t afraid to speak out, laugh out loud, and get the job done.
Our employees feel enthusiastic and appreciated for their highquality work. They have autonomy and the chance to take on new responsibilities.
Because we think that that’s how you make things easy and that’s how you make them happen.
For example, our employees know that if they can see a better way of doing things they will run it past their colleagues, take on board their advice and ideas, then go ahead and do it.
“At Futurice, I come to work because I want to, not because I have to.�
“Great team.� “Working at Futurice is a lot of fun. Varying work tasks and professional atmosphere.�
“Working at Futurice is even better than I imagined it to be.â€? Everyone is so supportive and easy-going and‌ just great!â€?
“The overall morale, competitiveness, and all the happy people create a great place to work!�
II Guidelines Tone of voice Our logo Colors we love Typography Illustration Photography
5 principles 1. Transparent
Tone of voice
What not to write “Futurice has been focusing on software development and what it means for the company’s priorities and partnerships in a series of reports and speeches.� “We believe in the principle of mutual advantage and build productive relationships with each other, our partners and our customer.� (from the BP website: too formal, dry, sounds a little too aggressive for Futurice)
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“We make it easy, we make it happen� In a nutshell, we’re non-hierarchical, creative, and unconventional – meaning we’re capable of thinking laterally to come up with practical and functional solutions – and we make it easy.
We’re good at what we do and we know it – but we’re proud of the fact that we strive to build our clients’ dreams, not our own egos. Our clients love us because we’re honest, open, and approachable – we make it happen.
Our copy should reflect our approachable, open-minded, and honest way of doing business.
Keep copy simple, accessible for nonnative speakers, and avoid wordy or overly formal language.
Copy should be accessible and friendly, yet professional, to reflect our company values.
What to write “We listen to our clients. Feedback is fuel for Futurice – we’re constantly looking for better ways of working.� (Says a lot, without being complicated. The use of ‘we’ sounds more personal and approachable) “We keep our promises.� (To the point, personal, and without ‘hollow phrases’ or complicated language)
2. Down-to-earth What to avoid: “Through annual surveys and product feedback efforts like the Customer Experience Improvement Program, we continue to listen and respond to our customers and partners and are committed to improving their experiences with us.� (Impersonal text, limited use of personal pronouns. Use of common and hollow catchphrases.) What to write: “A lot of companies are about making the right noises. We’re about listening. We’re always hungry for solid feedback, because it’s your vision we’re building.� (Use of personal pronouns ‘we’, ‘you’. Avoids common marketing catchphrases.)
At Futurice we like what we do and we like to see results, but we don’t take ourselves so seriously that we stifle each other’s creative energy or lose sight of the fact that we’re working for the client. Our copy should reflect the fact that we’re approachable, open-minded, and friendly – and because of this, we’re excellent at finding flexible and inventive solutions for our clients.
Our copy should steer clear of fashionable marketing words, and should try always to capture the substance of a message and not just the form. You should use ‘you’ occasionally to refer to the client, but don’t overuse it – for example, no more than a couple of times per page – or it can make copy sound too aggressive.
3. Smart We’re witty, intelligent, and we know our stuff – we’re not just IT nerds who don’t see past our computer screens. Futurice is a company that believes in making the most of everyone’s strengths, including those of our clients. We’re interested in the world, we like to know how things work, and we can deal with people as well as code. Your target audience is also pretty smart, or at least reasonably tech savvy, but they’re not necessarily techno-geeks with in-depth knowledge. Don’t alienate your audiences by parading your expert knowledge, but don’t talk down to potential clients or employees either.
4. Energetic Write solid, clear, and witty copy wherever possible, but don’t try to be too clever. The beauty is in the simplicity and honesty of Futurice’s approach. Be smart – Futurice’s copy definitely has room for flair and wittiness, but avoid the cringe factor by still keeping the message clear and to the point.
Poor copy: “We find out your needs and undertake a structured and detailed process of development and testing giving you our advice on how best to proceed with the optimization of the product, in order to guarantee increased satisfaction from the client and a resultant improvement in the quality of the final product.” (Unclear, unstructured text, too much technical or empty jargon and makes the client the object, rather than the subject) Good to-the-point copy: “Service design is the first step in transforming a service idea into a tangible product. We add depth to the service concept by linking it to business goals, doing preliminary end-user experience design, planning out the technical implementation and laying the rest of the groundwork upon which the service will be built.” (Futurice website, under descriptions of services. The text is slightly technical, but appropriately so for its audience. It’s still clear, uses plain English, and is easily accessible for most readers. It shows that we think about how we do things, and we think about processes holistically) Good, witty copy: “We’re a software development boutique, not a code-factory” (from Futurice website. Unique, interesting and informative, but not arrogant or trying to be too ‘clever’) Cringeworthy copy: “The Power to Be Your Best” (Apple, from 1990. Obviously way too non-specific, uninformative, uninteresting) “Diet Dr. Pepper - There’s nothing diet about it.” (Trying to be too clever, but definitely not helping to sell the product)
What not to write: “We get the job done. Every time.” (This isn’t descriptive or interesting – it doesn’t say anything about the unique nature of Futurice or the way we operate) What to write: “Tron was a cool and creative project, with a good customer and a tightly-knit team of talented developers.” (Futurice web pages: It’s positive, specific, and a direct quote. It expresses Futurice’s values and way of working) “We have a few more applications cooking in the oven by the same creative team. The first is a highly rewarding user experience in the ‘Nokia Trailers’ app. Stay tuned for the next installment!” (adapted from Futurice web pages)
We’re a youthful, energetic company who are committed to what we do. Futurice’s copy should have flair, but should always have a solid and practical message. Copy should show potential clients and individuals who may be interested in working for us or finding out more about us that we enjoy what we do and we always have the energy to improve on the end result, and on our own practices.
In this same context, you can use “we” and “our” along with “Futurice” when discussing the company. We should mention the company name, but not to the point where we alienate readers. The exception is non-marketing communications, such as investor relations communications and press releases, where speaking in the third person (“Futurice”) is more natural and is an established practice among the target groups.
5. Dedicated What not to write: “We enhance the competitiveness of our customer companies by enabling excellent user experience and faster time-to-market.” (Does not speak directly to the reader, refers to the customer in the third person) What to write: “’The feedback we got from end users was overwhelming. To me it showed that it pays off to develop things properly and not compromise quality or user experience to get in that extra feature.’” (from Futurice’s website. A direct quote from a satisfied customer)
We’re client oriented and results oriented, but on top of that, we’re genuinely committed to self-improvement. This means that we really want to stay responsive to feedback, are open-minded about our flaws, and always find the energy to look at how we might do things better.
This has to come through in our copy – that we’re dedicated to both the client, and the best end-result, not to ‘blowing our own horn’ all the time or competing among ourselves.
Our logo Basic logo
Examples
This what our official logo looks like. Use it in both print and digital materials.
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Remember to use lots of white space around the logo. This is the minimum margin of white space that should appear around it.
Use the white logo on dark backgrounds. You can place it on photographs as long as the image underlying it is not too busy.
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Don’t abuse it. That means no shadow, bevel, additional flourishes, or changing the colors. Use the logo as it is.
When the material you’re making has to be in black and white, use the black logo on a light background.
Exceptions &YBNQMFT PG IPX UP VTF UIF MPHP Use this logo when you need to keep it really small – for example when printing the logo on pens or other objects that don’t have a lot of available space. Avoid using this logo in digital materials. In some special cases you can use the round shape of the Futurice logo by itself, without the text. It should not be used in place of the logo, but only as a tiny ‘stamp’ when what you’re making has to be recognized as a Futurice product but using the logo wouldn’t be appropriate.
Colors we love
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Dark Green When you need a really dark color, use this ‘almost black’ green. $.:, 3(# 8FC
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Warm Gray This is the gray used in the Futurice logo. It’s the gray to use when you need one.
Pine Green This is the second green in line. If you need color and Futurice green is already in use, go ahead and use this.
Lime Green The third color of choice. Use this green if Futurice green and pine green are in use.
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Typography
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Illustration D 4QMBTIFT You can use paint splashes to illustrate doing, creating things, and getting your hands dirty.
4 basic elements The style of our illustrations is a combination of line drawings and green, filled shapes. Basic elements include waves, line drawings, splashes of paint, and simple filled shapes.
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B 8BWFT Use these flowing lines to show movement, change, and flow.
The light and the bold elements complement each other, so try to use both in your illustrations. For example: line drawings + splashes, or filled objects + line waves.
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Use these simple, green shapes when you want to make a statement. You can use them as waves showing movement and change, or as simple shapes to present simple concepts.
Examples I For making the most of all elements
Make sure the lines are thin enough not to distract from the other content.
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Pay attention to detail. Even though the line drawings shouldn’t be overly complicated, they should still have some detail in order to avoid looking too naïve.
The drawings should look somewhere between hand-drawn and computer made. So use vector graphics, but don’t worry too much about making the shapes perfect. The lines don’t have to be mathematically exact with these drawings.
To make the line drawings stand out better in your illustration, you can make the outline of the object slightly thicker and use thinner lines inside it. Also, play with the stroke profile; the lines don’t have to be one thickness from start to end.
Examples II 'JMMFE TIBQFT Place splashes so they are overlapping slightly, and set the blend mode to ‘multiply’ to get the right transparent effect. The splashes should be mostly green, but you can also use the accent colors to add detail to the illustration.
The fill style for the splashes and green shapes is more than just one color. The shapes have a gradient with changing color and opacity as well as a slight inner shadow and outer glow.
Make shapes overlap to make the most of their transparency.
Photography How to tell our story Choose photos with people doing the work they love, not just posing for the camera. Also feature people collaborating, or showing the results of our work. Try to find photos that look like real situations and not like stock images. Pay attention to the mood of the image. Images should be bright, energetic, and welcoming.
Try to avoid images that are too dramatic or gritty. Also, don’t over-process the photos, they should look like the real situation. If you’re taking new photographs, you can also think about incorporating the Futurice colors or logo into the background of the scene.
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Yes, use all the elements available! "MM CSBOE FMFNFOUT DBO CF VTFE BOE QMBZFE XJUI :PV DBO QMBDF XBWFT TQMBTIFT ţMMFE TIBQFT BOE MJOF ESBXJOHT PO UPQ PG QIPUPHSBQIT CVU CF DBSFGVM OPU UP NBLF UIF JNBHF UPP DSPXEFE #F BXBSF PG XIBU ZPV XBOU UP IJHIMJHIU BOE XIZ )BWF B DPODFQU JO NJOE
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Show what we do %P GFBUVSF UIJOHT UIBU XFōWF QSPEVDFE 8FōSF QSPVE UP TIPX XIBU XFōWF EPOF 4IPXJOH UIF FOE SFTVMU NBLFT PVS XPSL NPSF DPODSFUF
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