Rubiscape Brand Manual 1/2

BRAND MANUAL

Powering the Brand

Powering the Brand

PART 1

FOREWORD

Data is an omnipresent entity of our times. It is present in every connection, every conversation, and every transaction. Wheth er you are an institution or individual, being conversant in ways to extract ‘Value from Data’- by Learning from the Past, Mastering the Pres ent, and Predicting the Future; all with ease and minimal resource and technology investment, is the need of the hour.

This is where Rubiscape comes in; a pioneering Data Innovation Platform that seamlessly harmonises Diverse Data, Algorithms, Co mputation and People. We bring you the power to decipher and manage any and all data, simplify translation of your data assets into actio nable insights, and extend the knowledge gained into productive and scalable outcomes. Discover a world of Data Intelligence and fuel your imag inationfrom Insight to Foresight, with Rubiscape.

We call the people who engage with us, "Rubians" as they are of the future, equipped through an environment of collaboration an d continuous innovation to Unleash New Value. We invite you all to join Rubiscape in the movement towards a knowledge-empowered society whil e transforming the data-driven solutions landscape.

PURPOSE

We are Rubiscape, and we are here to tell you that your life, your goals, wishes and dreams; they all depend on Data! As an ent repreneurial business intelligence solutions provider, we aim to be the worl d's best at providing innovation where it matters. Our offerings are built upon existing business processes, and you guessed it right, data! We are all about data. Look deeper into your life, you will realis e you are too.

Our brand communication will need to address customer needs across all business strata and industries, and we want to be a prou d lighthouse, directing lost ships in this vast universe of data our world is. Here are some things you need to remember - consis tency is key for building our brand image and infusing our stakeholders with the will to go places beyond their dreams. These guidelines are the holy writ of our destiny, and as such all styles and specifications must be u sed accurately and appropriately every single time the Rubiscap e brand is mentioned!

That's it! Now sail away into the details.

Disclaimer :

All corporate identities, images, illustrations and designs are property of Rubiscape Ltd. Their appearance in the manual is fo r demonstration purposes only and should never be used for final production. Non e of the examples shown should be used to visually match the co rporate colours or any of the Rubiscape brand properties for production. Please note that only the master artworks & templates provided in digital format should be used for Rubiscape Brand properties. These master electronic templates will be provided by the Rubiscape Marke ting & Communications Department.

For clarifications and assistance, contact: info@rubiscape.com

SECTION 1: BRAND THOUGHT

1.0 Brand Strategy : Overview

1.1 Brand Value Proposition / Promise

1.2 Brand Positioning

1.3 Brand Persona & Values

1.3.1 Values : E.N.C.O.D.E

1.4 Brand Story

1.5 Brand Name

SECTION 2: BRAND IDENTITY & USAGE

2.0 Brand Identity Overview 2.1 Brand Tagline : Overview 2.2 Main Visual Identity Overview

2.2.1 Stacked Version Proportions

2.2.2 Stacked Version Safe Space

2.2.3 Stacked Version Colour Variations

2.2.4 Stacked Version Minimum Size

2.2.5 Linear Version : Proportions

2.2.6 Linear Version : Safe Space

2.2.7 Linear Version Colour Variations

2.2.8 Linear Version Minimum Size

2.3.1 Background Rules 2.3.2 Identity Rules

2.4.1 Stacked Identity : Size & Placement

2.4.2 Linear Identity Size & Placement

SECTION 3: OTHER BRAND PROPERTIES

3.1 Symbol

3.2.1 Primary Colour Palette

3.2.2 Secondary Colour Palette

3.2.3 Extended Colour Palette

3.3.1 Brand Logotype

09-25 10 12 13 14 15 16 17 18 19 20 21 22 23 24 25

PART 1 : CONTENTS 01-08 02 03 04 05 06 07 08 26-95 27 28 29 30-31 32

3.3.2 Other Typefaces 3.4 Brand Visual Language Grid

3.4.1 Visual Language Grid Positions

3.4.2 Visual Language Grid on White Background

3.4.3 Visual Language Grid on Coloured Background

3.4.4 Visual Language Grid on Grey Background

3.4.5 Visual Language Grid use for Product Offerings

3.5.1 Industry Landscape Illustration 3.5.2.1-4 Industry Illustrations .

3.5.3 People Illustrations

3.5.4.1-3 User Persona Illustrations : Full Figures 3.5.5.1-3 User Persona Illustrations : Close Ups 3.6 Image Treatment Overview

3.6.1 Image Treatment : Brand Positioning & Story 3.6.2 Image Treatment : People 3.6.3 Image Treatment : Product 3.6.4 Image Treatment: Solutions

3.7.1 Infographics : Agile Methodology 3.7.2 Infographics : Rubiscape Platform 3.7.3 Infographics : Innovation 3.7.4 Infographics : Rubiversity 3.7.5 Infographics : Framework 3.8 Iconography : Overview

3.8.1 Icons : Chat Bot | Rubie .

3.8.1.1 Colour Variations

3.8.1.2 Usage Guidelines

3.8.2 Icons : Publication | Rubiquest

3.8.2.1 Colour Variations

3.8.2.2 Usage Guidelines

3.8.3 Icons : Webinar | Rubitalks

3.8.3.1 Colour Variations

3.8.3.2 Usage Guidelines

33 34 35 36 37 38 39 40 41-44 45 46-48 49-51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71

3.8.4 Icons : Academia | Rubiversity

3.8.4.1 Colour Variations

3.8.4.2 Usage Guidelines

3.8.5 Icons : White Papers | Rubipedia

3.8.5.1 Colour Variations

3.8.5.2 Usage Guidelines

3.8.6 Icons : Methodology | Rubiwise

3.8.6.1 Colour Variations

3.8.6.2 Usage Guidelines

.3.8.7 Other Icons : Enterprise Solutions Features | Rubiscape Gro

3.8.7.1 Usage Guidelines

3.8.7.2-13 Use Cases

3.9 Brand Tone of Voice

Part 1 : Artworks Index

72 73 74 75 76 77 78 79 80 81 82 83-94 95

SECTION 1

BRAND THOUGHT

Our brand; Rubiscape, is an integration of the Brand Intent, Projected Market Position (We want to be at the top!), Relationship with all our stakeholders and our dreams; the Future growth of our Business!

The wizards in our unique business outfit are innovating continuously to unlock and unleash new value from your data, so that it can be ready to deploy in the desired directions! Co-creating is in our DNA and our brand represents agility, intuition, integration and specialization, and the drive to discover new knowledge, by extending insight beyond available data and analytics. After all, data is magic.

INTENT

To bridge curiosity and experience with the omnipresent structured as well as unstructured data, for extracting its real value through analyzing the past and grasping the present; to envision the future by way of technical innovation for maximum impact at minimal resource and technology investment.

MISSION VALUES

ESSENCE

IMAGINATIVE FUTURES BROUGHT TO LIFE - from Insight to Foresight; Knowledge Empowerment fueled by Data Intelligence.

POSITIONING

AHEAD BY IMAGINATION & INNOVATION

A Pioneering/ Revolutionary Data Innovation Platform, bringing a Paradigm shift in End-to-End Data-driven solutions that seamlessly integrate/ harmonise Open Source, Algorithms, Computation and People, to foster co-creation, enable informed decisions and enhance productivity in-sync with evolving needs

PROMISE PERSONA

To stay on the peak of the Data Science curve by cultivating domain supremacy, amplifying research capacity, accelerated exploration and thorough knowledge exchange; bringing in agility, synergy, industry differentiation and specialization combined with the spirit of discovering new knowledge.

CUSTOMERS

A Knowledgeable Pioneer and Enterprising Creator; unleashing new value from the users' data, co-creating to Deploy, and continuously innovating to Evolve, with End-to-End data-driven solutions.

"We're not kidding when we say we are data alchemists" OVERVIEW

1.1 BRAND VALUE PROPOSITION / PROMISE

As Rubiscape, our brand proposition is an illustration of our superdrive to breakdown data, to extract high level insight. We i nvestigate. We unlock and discover. We create business solutions that are simply path breaking!

“ “

Rubiscape.

We simply are Ahead by Imagination & Innovation “ “

1.3 BRAND PERSONA & VALUES

Rubiscape is a Knowledgeable Pioneer and Enterprising Creatorpushing the limits of data analysis with a future ready intellect, with robust and tested methodologies delivering seamless experiences of philosophic proportions, and solving problems like it was art!

In our values we have ENCODE-d the principles that set us apart. These tenets guide everything we do, and are instilled in every effort we make at decoding data for powerful insight and indisputable foresight.

1.3.1 VALUES : E.N.C.O.D.E

EXPERTISE

We would constantly strengthen our technical and domain knowledge across the customer spectrum. We would enhance our industry experience across the value chain by developing end-to-end capabilities. We would seek to be ahead of the changing data science landscape. We want to be the best!

NOVELTY

We would apply imagination, creativity and innovation to challenge the status quo in data solutions deployability. We would always explore new territories and opportunities for better solutions and value-additions. What’s new is us!

COLLABORATION

We would be proactive towards our customers and their needs. We would co-create with customers through the data lifecycle. To bring an engaging customer experience we would also seek to converge our knowledge and skill sets. We make it happen, together.

1.5 BRAND NAME

Our name reflects our philosophy and vision, and spurs the audie nce's imagination towards immense possibilities with their data .

A fusion of

RUBIK’S CUBE

A fun yet challenging puzzle of multi - coloured cubes that unravels/deciphers problems with intelligence and creativity. &

LANDSCAPE

An environment that cultivates imagination and productivity by harmonising people, thinking and actions in a large arena of co-creation (across Enterprise, Academia, Community and Partners)

SECTION 2

BRAND IDENTITY & USAGE

No messing around here! The Rubiscape Brand identity represents our values and aspirations. It is the profile of our ambitions and endeavours, which we share with and dedicate to our audiences. Section 2 is the centre of all guidelines required for the fair usage of the Rubiscape Brand identity. It is essential to follow the following guidelines to maintain consistency in all communication for better Brand integrity and recall.

2.0 BRAND IDENTITY : OVERVIEW

Rubiscape’s identity represents a Complete, yet Evolving world of Data Innovation. It stands strong for the intrinsic connectio n between Learning from the Past, Mastering the Present and Predicting the Future to fuel our users’ imagination and Unleash New Value.

2.0 BRAND IDENTITY : OVERVIEW

Here we go simplifying things for you...

The INNER CUBE depicts INTERGRATION of DIVERSE DATA.

The OUTER CUBE depicts the holistic nature of the platform while the OPEN END brings forth MORE POSSIBILITES THROUGH CONTINUOUS INNOVATION.

The inner and outer INTERACT to signify COLLABORATION AND FLEXIBILITY, while ACCELERATING translation of data assets into accurate insights and productive outcomes.

The CONNECTING LINES AND DOTS suggest HARMONY BETWEEN PEOPLE, THINKING, CODES AND ACTIONS

The COLOURFULNESS of the Rubiscape identity is our CELEBRATION OF DEMOCRATISATION AND MULTI-DIMENSIONALITY which are at the core of the Platform’s founding philosophy - Data Science of Everything for Everyone. This is what we live for!

2.1 BRAND TAGLINE : OVERVIEW

We like this one very much! The tagline conveys the brand positioning of being ahead by Imagination and Innovation. The purpose of Rubiscape’s approach is to bring a Paradigm shift in End-to-End Data-driven solutions to enable users Unleash New Value from Da ta; Deploy and Evolve; through a process of co-creation and continuous innovation. It is Distinct and Memorable, it brings in a sen se of Aspiration, and at the same time is Crisp, and Complements the Brand Name.

2.2 MAIN VISUAL IDENTITY : OVERVIEW

The Rubiscape Brand identity has two versions for usage in communication - stacked and linear. The stacked identity must be use d for the maximum bulk of our communication. The linear identity can be used only where the communication format is horizontal and restri cts visibility with implementation of the stacked version of the identity.

Stacked Logo Version

Linear Logo Version

2.2.1 STACKED VERSION : PROPORTIONS

The Rubiscape Brand identity has been designed to follow a syst em of specific proportions. The grid unit ‘x’ is equal to the he ight of the letter ‘r’ in the logotype. To protect the presence and strength of th e Rubiscape visual identity and trademark, the identity should never be redrawn or altered in any way. The identity stacked as shown here is the main version and must be used in the maximum bulk of our commu nication. 9x X 5.9x 9x X 6.6x

2.2.2 STACKED VERSION : SAFE SPACE

"Safe Space" refers to the minimum clearance space, which must always surround all sides of the identity to ensure its prominen ce and clarity. We don't step into the safe space. It helps our identity breathe! In general, a large measure of visually uninterrupted space s hould be kept clear for optimal visibility. No other text or imagery must be placed within the safe space. It is essential that the Rubiscape identity remains free of all other graphics, messaging, identities and imagery. The identity has the safe space of the height of the letter ‘r’ in the logotype.

Safe Space

Safe Space

2.2.3 STACKED VERSION : COLOUR VARIATIONS

The Full Colour version is preferred for the maximum bulk of our communication. The Grayscale versions should be used only wher e production limits the use of colour. Both full-colour and grayscale versions may also be used against dark backgrounds as shown , where needed. The Identity may only be reproduced in the variations listed. The Single Colour versions should be used only where prod uction limits the use of colour. Single Colour versions may also be used against dark backgrounds as shown, where needed. The Identity may only be reproduced in the variations listed.

Logo

With Tagline Without Tagline

Logo

Logo

2.2.4 STACKED VERSION : MINIMUM SIZE

Rubiscape.

1.6 cm 45 px 77 px

2.2.5 LINEAR VERSION : PROPORTIONS

The Rubiscape identity has been designed to follow a system of specific proportions. The grid unit ‘x’ is the height of the let ter ‘r’ in the logotype. To protect the presence and strength of the Rubiscape visual identity and trademark, the identity should never be red rawn or altered in any way. The linear version should be used only where the format height is restricted, for example in website header s.

13.6x X 3.6x x x

13.6x X 3.6x x

2.2.6 LINEAR VERSION : SAFE SPACE

"Safe Space" refers to the minimum clearance space, which must always surround all sides of the identity to ensure its prominen ce and clarity. We don't step into the safe space. It helps our identity breathe! In general, a large measure of visually uninterrupted space s hould be kept clear for optimal visibility and no other text or imagery must be placed within the safe space. It is essential that the Rubisc ape identity remains free of all other graphics, messaging, identities and imagery. The identity has a safe space of the height of the letter ‘r’ i n the logotype.

Space

Space

2.2.7 LINEAR VERSION : COLOUR VARIATIONS

The Full colour version is preferred for the maximum bulk of our communication. The Grayscale versions should be used only wher e production limits the use of colour. Both full-colour and grayscale versions may also be used against dark backgrounds as shown , where needed. The Identity may only be reproduced in the variations listed. The Single Colour versions should be used only where prod uction limits the use of colour. Single Colour versions may also be used against dark backgrounds as shown, where needed. The Identity may only be reproduced in the variations listed.

With Tagline Without Tagline

Logo

Logo Logo

2.2.8 LINEAR VERSION : MINIMUM SIZE

Clear visibility is key! To ensure high quality reproduction in print, the Rubiscape linear identity should not appear smaller than 1 cm in height, and the identity with tagline unit should not appear smaller th an 1.5 cm in height. In digital applications, the Rubiscape ide ntity should not appear smaller than 28px in height for the independent identity unit, and 43px in height for the identity with tagline unit. 1 cm 1.5 cm 28 px 43 px

2.3.1 BACKGROUND RULES

We are selective! The Rubiscape Brand identity can only appear on certain backgrounds to preserve its power and visibility. The se have been clearly indicated here. The Rubiscape identity, in full-colour, is preferred on white and K-95 backgrounds only. For this version, it is also alright to place it on a grey (K-10) solid background. For dark backgrounds, including the Brand colours, the single colour re verse version of the identity can be used as shown. None of the Rubiscape identity versions should be placed on any multi-coloured backgrounds s uch as images and/or gradients.

2.3.2 IDENTITY RULES

Shown here are a few examples of what “not to do” with the Rubiscape Brand identity. The identity usage should be treated with care. Only the final artwork identity files from the Brand custodian must be use d. These rules indicated here, apply to all variations of the R ubiscape identity. Do not change the orientation of the Rubiscape Brand identity under any circumstances. Nope!

2.4.1 STACKED IDENTITY : SIZE & PLACEMENT

The Rubiscape identity has a defined size for the most commonly used formats. On an A5 standard size paper it has to be 35 mm height. On A4 standard size paper it has to be 37 mm height and for A3, 45 mm height. On sizes bigger than A3, depending on the usage, the identity size can be determined using common sense. Though the minimum size will have to be 27 mm height. Note the distance of placement for each identity size. All identities have been measured in height.

All identities have to be measured as a whole, i.e. inclusive of the logotype/ and tagline. Note that the identity should preferably be placed on the top right/left of the page, if used on a single leaf.

2.4.2 LINEAR IDENTITY : SIZE & PLACEMENT

The Rubiscape identity has a defined size for the most commonly used formats. On an A5 standard size paper it has to be 16 mm height. On A4 standard size paper it has to be 24 mm height and for A3, 36mm height. On sizes bigger than A3, depending on the usage, the identity size can be determined using common sense. Though the minimum size will have to be 16 mm height. Note the distance of placement for each identity size.

All identities have been measured in height. All identities have to be measured as a whole, i.e. inclusive of the logotype/ and tagline. Note that the identity should preferably be placed on the top right/left of the page, if used on a single leaf.

15mm 15mm 24mm

20mm 20mm 36mm

10mm 10mm 16mm 148.5mm x 210mm A5

210mm x 297mm A4

297mm x 420mm A3

SECTION 3

OTHER BRAND PROPERTIES

It's not just the brand identity that captains our ship. Rubiscape has a number of properties that build differentiation and appreciation for the Brand. These include the Rubiscape Symbol, a Colour Palette, Typefaces, a Visual Language Grid, Illustrations, Figures, Personas, Imagery, Infographics, Iconography and our smart, approachable, friendly and dapper Tone of Voice.

3.1 SYMBOL

Be cool with it! The Rubiscape Symbol should be used prudently, where required to reinforce the Brand identity, and for direct impact on customer experience. Shown here are the proportions, safe space usage and minimum permissible size of the Brand mnemonic. A saf e space of ‘x’ should be used around the mnemonic where ‘x’ is 1/5th of the height of the symbol. The symbol should appear no smaller t han 1 cm or 38 pixels in height. The Full Colour version is preferred for all communication. The Grayscale version should be used where pro duction limits use of colour. Both versions may also be used against dark backgrounds. The Single Colour Rubiscape Symbol can only appear on c ertain backgrounds to preserve it’s power and visibility.

3.2.1 PRIMARY COLOUR PALETTE

C50 M0 Y7 K0 R133 G207 B234 Hex #85cfea Pantone 0821 C

C75 M55 Y0 K0 R81 G111 B180 Hex #516fb4 Pantone 7683 C

C75 M0 Y60 K0

C75 M0 Y85 K0

R53

C82 M13 Y90 K2 R23 G150 B73 Hex #179649 Pantone 7739 C

R35 C33 M57 Y86 K37 R133 G89 B41 Hex #855929 Pantone 7568 C C35 M0 Y85 K0 R177 G211 B85 Hex #b1d355 Pantone 367 C C30 M30 Y80 K10 R170 G152 B78 Hex #aa984e Pantone 5835 C C0 M12 Y72 K0 R255 G220 B101 Hex #ffdc65 Pantone 120 C C0 M70 Y85 K0 R243 G112 B58 Hex #f3703a Pantone 1645 C C0 M85 Y82 K0 R240 G78 B59 Hex #f04e3b Pantone 7625 C C10 M95 Y78 K2 R213 G49 B63 Hex #d5313f Pantone 1797 C C0 M60 Y86 K0 R245 G130 B Hex #f07e2f Pantone 164 C C50 M10 Y90 K0 R142 G183 B79 Hex #8eb74f Pantone 7489 C C10 M20 Y90 K02 R226 G191 B56 Hex #e2bf38 Pantone 142 C C10 M85 Y90 K02 R214 G75 B50 Hex #d64b32 Pantone 7619 C C20 M90 Y15 K02 R195 G60 B130 Hex #c33c82 Pantone 7647 C C60 M70 Y0 K0 R121 G97 B170 Hex #7961aa Pantone 7676 C C60 M70 Y0 K85 R74 G74 B73 Hex #4a4a49 Pantone 7540 C C0 M0 Y0 K70 R112 G111 B111 Hex #706f6f Pantone 424 C C0 M73 Y68 K0 R242 G106 B84 Hex #f26a54 Pantone 7416 C C10 M95 Y80 K2 R213 G49 B60 Hex #d5313c Pantone 1797 C C0 M80 Y0 K0 R239 G91 B161 Hex #ef5ba1 Pantone 212 C C88 M45 Y20 K05 R02 G116 B158 Hex #02749e Pantone 7468 C C80 M20 Y50 K02 R31 G151 B140 Hex #1f978c Pantone 7473 C C80 M09 Y73 K0 R16 G159 B104 Hex #109f68 Pantone 3405 C 28 Artwork provided © Copyright Rubiscape. 2021

3.2.2 SECONDARY COLOUR PALETTE

3.2.3 EXTENDED COLOUR PALETTE

The extended Rubiscape colour palette combines cool and warm co lours to represent the confluence of Data Science and Art. Imagi ne the emoji with a smile and sunglasses! Shown here are the sequential variations of the Primary Brand colour Palette, which can be u sed for applications where the complete communication format /screen requires representation in one or at most two colour sets. The col ours, if and when represented, must match exactly in values to the palette s pecifications provided here. Naturally.

#72cee7 #7fd1e6 #97d8e7 #a5dde6 #bee5ec

#1cb78d #4cbd99 #6ec6a8 #8bcfb6 #b4decf

#b1d355 #b1d355 #c1db7d #d4e6a6 #e8f1d1

#0099cd #12a5d5 #46add9 #63badd #a3cee8

#10a673 #49a362 #5ca96f #a1c7a4 #ccdecb

#8eb74f #a3c666 #bfd88b #d9e8ac #ecf2ca

#4e72b8 #5576ba #607dbe #7f92ca #95a4d4

#32b561 #55bb70 #70c282 #94cf9b #c4e3c1

#02749e #0693b7 #14b2d5 #50c7e1 #9fdbe9

#1f9c54 #36b56a #71c48d #9ed4ad #cfe8d4

#01a79f #4fc1b8 #70c9c3 #9ed8d6 #c6e7e5

3.2.3 EXTENDED COLOUR PALETTE

#ffdc65 #fedb65 #fedf7e #fee490 #fff3d5

#f26a54 #f47e72 #f69992 #f7b9b7 #f8e4e3

#ef5ba1 #ea5b9e #ef89b6 #f2b4d2 #f9d5e4

#e2bf38 #f2ce5b #f8dc8a #f7e2ad #f8eccf

#f04e3b #f15f53 #f4817c #f8acaa #f4d4d4

#aa984e #b2a15f #b4a364 #c1b27e #d5caa8

#d64b32 #e15d52 #ee7b78 #f69797 #f9b9b9

#7b552c #93683e #af8661 #c9a688 #e5c7b1

#d5313f #dd4a5c #ec7187 #ef899f #f9c0d2

#c33c82 #d656a0 #dc77af #e69dc5 #f1c5dc #7961aa #8b79b8 #a497c9 #c0b8db #dfdbee #4d4d4f #6d6e71 #85878a #9b9d9f #b6b8ba

#f5823a #f5884c #f8a16a #faad7b #fedcc3

#d5313f #d5313f #de6e64 #e88785 #facaca

#f3703a #f4825b #f4a690 #fac7bc #f8dcd6

3.3.1 BRAND LOGOTYPE

It is important to use particular typefaces because they have b een specifically chosen to reflect Rubiscape Brand values. The ty peface created for the Rubiscape Logotype (Yes! We made our own!), is balanced between Professional and Friendly and is Modern with a touch of authenticity.

3.3.2 OTHER TYPEFACES

It is important (Read: Mandatory) to use particular typefaces b ecause they have been specifically chosen to reflect Rubiscape Br and values. The Brand typeface, Montserrat, is modern with a touch of authenticity; balancing the humane and technological, and should be u sed in headlines for all communication. Raleway Semibold is the tagline typeface and should be used for messaging. The Raleway font fa mily is the proposed typeface for all communication. Montserrat Bold should be used for large display settings (large point size hea dlines, etc.)

All information in less than 6 point size should be written with Raleway Bold to enable legibility. These fonts should be used for all electronic communication as well. No exceptions!

PRINT COMMUNICATION

HEADLINE

Montserrat Semi Bold 0123456789 abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

TAGLINE + MESSAGING

Raleway Semi Bold 0123456789 abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

BODY COPY PRINT

Raleway Regular 0123456789 abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

WEB COMMUNICATION

HEADLINE

Montserrat Semi Bold 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

TAGLINE + MESSAGING

Raleway Semi Bold 0123456789 abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

BODY COPY WEB

Raleway Regular 0123456789 abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

3.4 BRAND VISUAL LANGUAGE GRID

Designed to bring a sense of background motion and flexibility i n the brand’s visual storytelling, the background graphic grid is another unique brand property. The grid consists of a dynamic arrangement of hexagons, diamonds and triangles with white spaces (all visual el ements derived from our awesome primary visual identity); brought in intentionally to provide an illusory depth connoting the endless chain of data flow - deciphering and managing diverse data. The grid can be us ed in different sizes, in dynamic parts or as a whole. The prefe rred usage is listed in the following pages.

3.4.1 VISUAL LANGUAGE GRID POSITIONS

The visual language elements are an extension of the Rubiscape Brand Identity. The main visual language elements of the grid a re the fluid hexagonal structure and the intersections with spaces that are opaque, coloured and white. These units can be used with various treatments as shown here. The possible arrangements of the grid are as aligned to the left, or positioned in the top left corner, or place d at the bottom as shown.

3.4.2 VISUAL LANGUAGE GRID ON WHITE BACKGROUND

The visual language elements are an extension of the Rubiscape Brand Identity. The main visual language elements of the grid a re the fluid hexagonal structure and the intersections with spaces that are opaque, coloured and white. The possible arrangements of the gri d with regards to placement on a white background are as follows - Gre y grid aligned to the top left corner, single coloured linear g rid placed at the bottom, and the grid with primary colours aligned to the left as shown. The grid on a white background is typically used in sta tionery.

Grey grid on white background Grey + single coloured linear graphics on white background Grey + primary colours on white background

3.4.3 VISUAL LANGUAGE GRID ON COLOURED BACKGROUND

The visual language elements are an extension of the Rubiscape Brand Identity. The main visual language elements of the grid a re the fluid hexagonal structure and the intersections with spaces that are opaque, coloured and white. The possible arrangements of the gri d with regards to placement on a coloured background, whether with gra dient or solid are the same - placed at the bottom of the page in white only. The grid on a coloured background should be used on publication covers and sections. Grid on gradient Grid on solid colour

3.4.4 VISUAL LANGUAGE GRID ON GREY BACKGROUND

The visual language elements are an extension of the Rubiscape Brand Identity. The main visual language elements of the grid a re the fluid hexagonal structure and the intersections with spaces that are opaque, coloured and white. The possible arrangements of the gri d with regards to placement on a grey background are as follows - Grey grid aligned to the left side on a gradient, single coloured g rid aligned to the left side on solid grey, and the grid with primary colours aligned to the top left corner as shown. Don't get confused, just lo ok at the pictures. The grid on a grey background is to be used for websites and product interfaces. Grid on gradient Grid on solid grey Colour on solid grey

3.4.5 VISUAL LANGUAGE GRID USE FOR PRODUCT OFFERINGS

The visual language elements are an extension of the Rubiscape Brand Identity. The main visual language elements of the grid a re the fluid hexagonal structure and the intersections with spaces that are opaque, coloured and white. The possible arrangements of the gri d with regards to placement for use for product offerings, on different backgrounds are as follows - Grid with primary colours aligned to the left side on a grey background with gradient, grid with primary brand colours aligned to the left side on a white background, and grid wi th primary brand colours placed in the top left corner on a white background, as shown.

Linear graphics with solid coloured blocks based on the product logos on grey gradient background

Linear graphics with solid coloured blocks based on the product logos on white background

Linear graphics with solid coloured blocks based on the product logos on white background, top corner.

3.5.1 INDUSTRY LANDSCAPE ILLUSTRATION

The illustrations represent the rubiscape GRO initiative for sp ecialised industry specific data innovation. Design Thinking mee ts Data Science to conceptualize the several industry solutions offered by Rubiscap e. The illustration strip here is a combined version for all th e industries served by us - Automotive, Banking, Energy, Finances, Healthcare, Hosp itality, Insurance, Manufacturing, Media, Retail, Telecom and D igital. The illustrations designed for each industry segment follow the principles of being friendly yet modern; a scientific approach combined with artistic imagination, and presented with a flavour of innovation .

Combined Industry Landscape

3.5.2.1 INDUSTRY ILLUSTRATIONS

The illustrations designed for each industry segment follow the principles of friendly yet modern, scientific expertise combine d with accessibility and innovation. Each illustration tells a story o f the Data empowered landscape of the specific industry showcasi ng data user journey and interaction with Rubiscape leading to industry-spec ific benefits and positive impact. Some of the common benefits are being in sync with industry changes, customer-responsiveness, improving process efficiency and delivering better experiences.

Automotive Industry

Digital Industry

Banking Industry

3.5.2.2 INDUSTRY ILLUSTRATIONS

The illustrations designed for each industry segment follow the principles of friendly yet modern, scientific expertise combine d with accessibility and innovation. Each illustration tells a story o f the Data empowered landscape of the specific industry showcasi ng data user journey and interaction with Rubiscape leading to industry-spec ific benefits and positive impact. Some of the common benefits are being in sync with industry changes, customer-responsiveness, improving process efficiency and delivering better experiences.

Healthcare Industry

Energy Industry

Finance Industry

3.5.2.3 INDUSTRY ILLUSTRATIONS

The illustrations designed for each industry segment follow the principles of friendly yet modern, scientific expertise combine d with accessibility and innovation. Each illustration tells a story o f the Data empowered landscape of the specific industry showcasi ng data user journey and interaction with Rubiscape leading to industry-spec ific benefits and positive impact. Some of the common benefits are being in sync with industry changes, customer-responsiveness, improving process efficiency and delivering better experiences.

3.5.2.4 INDUSTRY ILLUSTRATIONS

The illustrations designed for each industry segment follow the principles of friendly yet modern, scientific expertise combine d with accessibility and innovation. Each illustration tells a story o f the Data empowered landscape of the specific industry showcasi ng data user journey and interaction with Rubiscape leading to industry-spec ific benefits and positive impact. Some of the common benefits are being in sync with industry changes, customer-responsiveness, improving process efficiency and delivering better experiences.

Retail Industry

Media Industry Telecom Industry

3.5.3 PEOPLE ILLUSTRATIONS

The Rubiscape figures have been designed to incorporate the face s and emotions of the people who are featured in the combined i ndustry illustrations. We love people, and are for the people! Each ill ustration tells a story of the enjoyment of benefits and the sat isfaction arrived at, through and after interaction with Rubiscape.

3.5.4.1

USER PERSONA ILLUSTRATIONS

: FULL FIGURES

Rubiscape as a platform encourages Citizen Data Scientists (anyone can decipher and use data for actionable insights.) These il lustrations represent the complete data user ecosystem, from business decision makers, to analysts, to visualisers to teachers. As you can see, the illustrations have a visual synergy with the structured yet flui d design language of the brand. While the colours are from the brand colour palette, each persona type has been assigned a particular colou r set to match their data usage and experience- whether more an alytical or more creative, or a mix of both. Full figures and close ups have been created for appropriate emphasis in communication. These examples are used to highlight individual personas and full figures are u sed to showcase the entire user ecosystem.

Student Statistician Researcher Faculty

3.5.4.2 USER PERSONA ILLUSTRATIONS : FULL FIGURES

3.5.4.3

PERSONA ILLUSTRATIONS : FULL FIGURES

3.5.5.1 USER PERSONA ILLUSTRATIONS :

CLOSE UPS

STUDENTS

These future leaders and the kings of tomorrow; the bright users are engaged in building careers in the field of Data Science and Analytics. Rubiscape offers a boot camp where these future leaders are given industry required skill sets, competencies and certifications. Sign up yet?

STATISTICIAN

These high power number crunching and plotting users transform business by the sheer power of mathematics. Rubiscape helps them harvest complex data and turn it into meaningful information and knowledge.

RESEARCHER

These users collect and analyze data to solve problems and explore issues. We help them emerge from the glasses and lab coat wearing stereotypes into dashing agents of change! Nah, just kidding; Rubiscape helps them harvest raw data and turn it into futuristic models. We love the specs and the lab coats!.

FACULTY

These "guiding light" users are responsible for transferring knowledge and performing research in the area of Data Science. Queue deeply moving, epic music. Rubiscape enables them to transform the confidence of their students into the practicality of industry roles.

3.5.5.2 USER PERSONA ILLUSTRATIONS : CLOSE UPS

DECISION MAKERS

Are users who intend to disrupt the market with creative thinking and innovation. You thought they just made decisions?

Decision making is hard! Rubiscape enables them to accelerate the decision making process by giving them the power to extract value from data faster and more effectively.

DATA SCIENTISTS

Our favourite guys! With the power of business, statistics and technology these users turn raw data into purified insights. Rubiscape empowers them to process data and arrive at analysis that is capable of driving actionable insights that help companies perform better.

DATA ENGINEER

These masons of information are users who are responsible for building enormous reservoirs of data which can be deep-dived into, to arrive at innovative insights. Rubiscape helps them maintain the architecture of such reservoirs to boost database performance.

DATA ARTISTS

These users help people see and understand data better by building narratives that appeal to intellectual curiosity. Welcome all Kandinskys! Rubiscape helps them build attractive and meaningful data visualizations that present vast amounts of data in easy to absorb formats.

3.5.5.3 USER PERSONA ILLUSTRATIONS : CLOSE UPS

DATA ANALYSTS

These users are experienced in the art of data wrangling. Rubiscape Helps them present wiser decisions to major stakeholders, in turn enabling them to process large amounts of data effectively, for making wise and impactful business decisions.

ANALYTICS LEADERS

Standing salute! Analytics Leaders are users backed by strong technical skills and provide the factual basis for impactful decisions. Rubiscape enables them to define prime business priorities and in deploying solution models to achieve them. Just the facts, only the facts and nothing but the facts.

AI-ML ENGINEER

These users integrate analytics into workflows for impactful decision making. Rubiscape empowers them with machine learning algorithms to build data pipelines. It's not like the Terminator. Relax.

3.6 IMAGE TREATMENT : OVERVIEW

All the imagery for Rubiscape is based on the values of ‘Flexibility’ and ‘Collaboration’. The image approach is ‘Contemporary technology’, created with soothing tones of grey or colour monotones derived from the Brand colour palette for vibrancy, while international look and feel. Rubiscape visuals focus on the platform and its usage with context to engage viewers. Interaction and Rubiscape tools in the workspaces should be used at every opportunity and wherever relevant in communication.

3.6.1

IMAGE

TREATMENT : BRAND POSITIONING & STORY

Shown here are the primary brand imagery based on our Brand positioning (Simply Ahead by Imagination and Innovation) and Brand story

We simply are Ahead by Imagination & Innovation “ “

3.6.2 IMAGE TREATMENT : PEOPLE

Teamwork makes the dream work! Shown here is the appropriate use of Imagery for Teams and People.

3.6.3 IMAGE TREATMENT : PRODUCT

Shown here is the Imagery approach for Product platform usage and interaction with people. The harmonisation between Digital an d Human is communicated through the Product Feature imagery using similar visual compositions. Faster Machine Learning Powered By Artificial Intelligence

Blue gradient multiplied overlay

© Copyright Rubiscape. 2021

© Copyright Rubiscape. 2021

3.7.1 INFOGRAPHICS : AGILE METHODOLOGY

Think Bruce Lee. Rubiwise is the unique and agile methodology a dopted by Rubiscape and it represents fluid and evolving data ma chinery. There is also an icon version of the same. The Rubiscape infographics have been designed based on the identity and value colour s to showcase the business practices, methodologies and frameworks i n a unique and ownable manner. The scientific and logical compon ents use the cool colours, while the artistic and creative components use the warm colours from the identity palette. "... Be Water" .

3.7.2 INFOGRAPHICS : RUBISCAPE PLATFORM

Our enchanting infographics are derived from careful compositions of our brand properties. They are consistent with the overall visual look and feel of Rubiscape. Each infographic has been designed to re flect a specific aspect of our platform. From Creators to Consume rs all the way, our platform brings all stakeholders together for converting data into high value!

3.7.3 INFOGRAPHICS : INNOVATION

Our enchanting infographics are derived from careful compositions of our brand properties. They are consistent with the overall visual look and feel of Rubiscape. Each infographic has been designed to re flect a specific aspect of our platform. Bringing together Busine ss, People and Technology this infographic shows our Design Thinking Methodology in action and implementation.

3.7.4 INFOGRAPHICS : RUBIVERSITY

Our enchanting infographics are derived from careful compositions of our brand properties. They are consistent with the overall visual look and feel of Rubiscape. Each infographic has been designed to re flect a specific aspect of our platform. Shown right here is our tree of knowledge - sharing knowledge through Rubiscape's academic plat form Rubiversity, and all its positive outcomes!

3.7.5 INFOGRAPHICS : FRAMEWORK

Our enchanting infographics are derived from careful compositions of our brand properties. They are consisten with the overall visual look and feel of Rubiscape. Each infographic has been designed to re flect a specific aspect of our platform. Taking every factor into account this infographic depicts our overall framework and the important parts of it's design!

3.8 ICONOGRAPHY : OVERVIEW

The qualities of Rubiscape are amply represented in our vibrant iconographic palette; where every icon fuels the users' imagina tion and at the same time is rendered in a cohesive visual style in sync with the overall brand design language.

3.8.1 ICONS: CHAT BOT | RUBIE

Rubie is Rubiscape's engaging chat bot which mirrors the users' emotions and is a combination of a chat dialogue box and a robo t assistant rendered in visual synergy with overall brand design language. This is where it gets sweet. Go have a chat now!

3.8.1.1 ICONS: CHAT BOT | RUBIE : COLOUR VARIATIONS

3.8.1.2 ICONS : CHAT BOT | RUBIE : USAGE GUIDELINES

Here are the correct proportions, adequate safe space and permissible minimum size for the implementation of the Rubie icon. Th e grid unit ‘x’ is equal to 1/5th of the height of the icon. The icons should never be redrawn or altered in any way. It must be ensured th at they are used only in the colour variations listed and never appear smaller t han 1 cm or 38 px. We can't say this stuff enough!

CHAT BOT Safe Space

Minimum

3.8.2 ICONS : PUBLICATION | RUBIQUEST

Seen here is a book of innovation, inspired by active research and documentation. It is rendered in visual synergy with our overall brand design language.

3.8.2.1 ICONS : PUBLICATION |

RUBIQUEST

: COLOUR VARIATIONS

Shown here are the implementation guidelines for colour variations against white and black backgrounds.

4 Colour logo Grayscale logo 4 Colour logo reversed Grayscale logo reversed

3.8.2.2 ICONS : PUBLICATION | RUBIQUEST : USAGE GUIDELINES

Here are the correct proportions, adequate safe space and permissible minimum size for the implementation of the Rubiquest icon . The grid unit ‘x’ is equal to 1/5th of the height of the icon, and equal to the height of the letter ‘r’ when used with logotype. The ic ons should never be redrawn or altered in any way. It must be ensured that they are used only in the colour variations listed and never appear smal ler than 1.6 cm or 46 px. h

‘r’ x x h

1.6 cm or 46 px 1.6 cm or 46 px x x

4 Colour Reversed Minimum Size

3.8.3 ICONS : WEBINAR | RUBITALKS

This icon is a representation of digital conferencing the Rubiscape way; inspired by exchange of thoughts and conversations on a digital interface. It is rendered in visual synergy with overall brand design language.

3.8.3.1 ICONS : WEBINAR | RUBITALKS : COLOUR VARIATIONS

Shown here are the implementation guidelines for colour variations against white and black backgrounds.

4 Colour logo Grayscale logo 4 Colour logo reversed Grayscale logo reversed

3.8.3.2 ICONS : WEBINAR | RUBITALKS : USAGE GUIDELINES

Here are the correct proportions, adequate safe space and permissible minimum size for the implementation of the Rubitalks icon . The grid unit ‘x’ is equal to 1/5th of the height of the icon, and equal to the height of the letter ‘r’ when used with logotype. The ic ons should never be redrawn or altered in any way. It must be ensured that they are used only in the colour variations listed and never appear smal ler than 1.6 cm or 46 px. h

x x

x x 5x X 5.6x | x = 1/5 of the icon height

h

x x

x x 5.7x X 8.1x | x = height of ‘r’

4 Color Minimum Size

1.6 cm or 46 px 1.6 cm or 46 px

4 Colour Reversed Minimum Size

Greyscale Minimum Size

Greyscale Reversed Minimum Size

3.8.4 ICONS : ACADEMIA | RUBIVERSITY

This icon is derived from the primary Rubiscape visual identity and an extension of the cube; inspired by universally recognise d symbols of learning and accreditation. It is rendered in visual synergy with overall brand design language.

3.8.4.1 ICONS : ACADEMIA | RUBIVERSITY : COLOUR VARIATIONS

3.8.4.2 ICONS :

ACADEMIA

| RUBIVERSITY : USAGE GUIDELINES

Here are the correct proportions, adequate safe space and permissible minimum size for the implementation of the Rubiversity ic on. The grid unit ‘x’ is equal to 1/5th of the height of the icon, and equal to the height of the letter ‘r’ when used with logotype. The ic ons should never be redrawn or altered in any way. It must be ensured that they are used only in the colour variations listed and never appear smal ler than 1.6 cm or 46 px. h

Color Minimum Size

1.6 cm or 46 px 1.6 cm or 46 px

Colour Reversed Minimum Size

Greyscale Minimum Size

Greyscale Reversed Minimum Size

3.8.5 ICONS : WHITE PAPERS | RUBIPEDIA

The white papers icon that represents Rubipedia is inspired by the process of documenting thoughts on innovation. It is rendere d in visual synergy with overall brand design language.

3.8.5.1 ICONS : WHITE PAPERS | RUBIPEDIA : COLOUR VARIATIONS

Shown here are the implementation guidelines for colour variations against white and black backgrounds.

3.8.5.2 ICONS : WHITE PAPERS | RUBIPEDIA : USAGE GUIDELINES

Here are the correct proportions, adequate safe space and permissible minimum size for the implementation of the Rubipedia icon . The grid unit ‘x’ is equal to 1/5th of the height of the icon, and equal to the height of the letter ‘r’ when used with logotype. The ic ons should never be redrawn or altered in any way. It must be ensured that they are used only in the colour variations listed and never appear smal ler than 1.6 cm or 46 px.

1.6 cm or 46 px 1.6 cm or 46 px

4 Color Minimum Size 4 Colour Reversed Minimum Size

Greyscale Minimum Size Greyscale Reversed Minimum Size

3.8.6 ICONS : METHODOLOGY | RUBIWISE

The Rubiwise icon is a miniature version of the actual process infographic, which captures the unique and agile methodology ado pted by Rubiscape and represents fluid and evolving data machinery.

3.8.6.1 ICONS :

METHODOLOGY

| RUBIWISE : COLOUR VARIATIONS

3.8.6.2 ICONS : METHODOLOGY | RUBIWISE : USAGE GUIDELINES

Here are the correct proportions, adequate safe space and permissible minimum size for the implementation of the Rubiwise icon. The grid unit ‘x’ is equal to 1/5th of the height of the icon, and equal to the height of the letter ‘r’ when used with logotype. The ic ons should never be redrawn or altered in any way. It must be ensured that they are used only in the colour variations listed and never appear smal ler than 1.6 cm or 46 px.

x x

x x h

h

5x X 5.7x | x = 1/5 of the icon height

x x

x x 7.3x X 8.15x | x = height of ‘r’

Color Minimum Size

1.6 cm or 46 px 1.6 cm or 46 px

Colour Reversed Minimum Size

Greyscale Minimum Size

Greyscale Reversed Minimum Size

3.8.7 OTHER ICONS : ENTERPRISE SOLUTIONS FEATURES

| RUBISCAPE GRO

3.8.7.1 OTHER ICONS : ENTERPRISE SOLUTIONS & USE CASES |

RUBISCAPE GRO : USAGE GUIDELINES

Here are the correct proportions, adequate safe space and permissible minimum size for the implementation of all the enterprise solutions’ use case icons. The grid unit ‘x’ is equal to 1/5th of the height of the icon. The icons should never be redrawn or altered in any way. It must be ensured that they are used only in the colour version listed and never appear smaller than 1.6 cm or 46 px.

h

x x

4 Color Minimum Size

x x

5x X 7x | x = 1/5 of the icon height

Note: Same guidelines apply for all 72 icons

1.6 cm or 46 px

ENERGY

FINANCE

HEALTHCARE

HOSPITALITY

& USE CASES | RUBISCAPE GRO

THE TONE OF ALL VERBAL AND WRITTEN COMMUNICATION SHOULD PROJECT ‘KNOWLEDGE’, ‘AGILITY’ AND 'INTELLIGENCE', AND CONVEY A ’COLLABORATIVE’ ATMOSPHERE WITH ’ACCESSIBILITY' ALONG WITH FRIENDLINESS AND SMARTNES

PART 1 : ARTWORKS INDEX

SECTION 1: BRAND THOUGHT

1.3.1 Values : E.N.C.O.D.E

SECTION 2: BRAND IDENTITY

& USAGE

2.2.3 Identity Stacked Version Colour Variations

2.2.4 Identity Stacked Version Minimum Size

2.2.7 Identity Linear Version Colour Variations

2.2.8 Identity Linear Version Minimum Size

SECTION 3: OTHER BRAND PROPERTIES

3.1 Symbol

3.2 Colour Palette

3.2.1 Primary Colour Palette

3.2.2 Secondary Colour Palette

3.2.3 Extended Colour Palette

3.3 Typefaces

3.3.1 Brand Logotype 3.3.2 Other Typefaces

3.4 Visual Language

3.4.2 Grid on White Background

3.4.3 Grid on Coloured Background 3.4.4 Grid on Grey Background 3.4.5 Grid use for Product Offerings

3.5 Illustrations

3.5.1 Industry Landscape

3.5.2.1-4 Industry-specific

3.5.3 People

3.5.4.1-3 User Persona Full Figures

3.5.5.1-3 User Persona Close Ups

Refer Page/s 06

16 17 20 21

3.6 Image Treatment

3.6.1 Brand Positioning & Story 3.6.2 People- based 3.6.3 Product-based 3.6.4 Solutions 3.7 Infographics 3.7.1 Agile Methodology 3.7.2 Rubiscape Platform 3.7.3 Innovation 3.7.4 Rubiversity 3.7.5 Framework 3.8 Iconography 3.8.1 Chatbot Icon-Rubie 3.8.2 Publication Icon-Rubiquest 3.8.3 Webinar Icon-Rubitalks 3.8.4 Academia Icon- Rubiversity 3.8.5 White Papers Icon- Rubipedia 3.8.6 Methodology Icon-Rubiwise 3.8.7 Enterprise Solutions + Industry Use Case Icons

53 54 55 56 57 58 59 60 61 64, 65 67, 68 70, 71 73, 74 76, 77 79, 80 82-94

Brand Design and Guidelines Conceptualised and Compiled by SBDC (Strategic Branding & Design Consulting)

All Rights Reserved.