NXG Brand Identity Guidelines by Shannon Hargis

nxg strategies

Brand Identity Guidelines Version 1.0 > February 2015

Welcome. This guide provides clear standards and guidelines for communication about NXG and its products. The goal is to present a unified and consistent branding message in everything we do, no matter where we find ourselves or through what media we communicate. The consistent use of these guidelines will help protect the integrity of the NXG brand and keep it strong.

The organizations that succeed realize that offering a remarkable product with a great story is more important and more profitable than doing what everyone else is doing just a bit better.â&#x20AC;? SETH GODIN

Our brand elements. Our brand identity is made up of a number of elementsâ&#x20AC;&#x201D; the images we use, the colors we choose, our logos, our words, and our actions. Each has a specific role to play, but the real magic happens when they join together as one voice to tell one story.

Overview

Logos and color

Icons

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F R A U D

D E F E N S E

Imagery Examples

nsyt

Logo Type

Homizio Black Homizio Thin

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AaBbCcDdEeFf UuVvWwXxYyZz 123456!@#$% AaBbCcDdEeFfUuVvWwXxYyZz 123456!@#$%

Tone of voice

Professional Informative Concise 5

Logo Standards

Our Company Logo. Rationale Our logo was developed to be modern and future-proof, revitalizing our public persona. It is a distinctive look and brand that seeks to present NXG as forward-thinking, innovative, and professional.

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Construction The typeface and strong pipe element in the logo are clean and minimalist to reinforce our identity as a strong and innovative company dedicated to detail. 01

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The landscape version of the logo is the preferred version for all printed collateral, including all publications, advertising, billboards, posters, flyers, overviews, and product packaging.

The stacked version of the logo is the preferred version when space is at a premium in a layout (e.g. websites, social media sites, online graphics, and web banners).

Logo Standards

Variations While the landscape option is the preferred logo, use of either the landscape or stacked logos should be determined based on their suitability for the layout or media platform. For both stacked and landscape, there is a full-color option as well as grayscale, monotone, and white for reproduction on black, white, gray or colored backgrounds.

Landscape Version Variations

Stacked Version Variations

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When a square icon is needed for a social media platform, always use the stacked logo without the pipe in either full-color or reversed on blue.

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Social Media

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Logo Standards

Do’s & Don’ts

Do’s

Don’ts

There is a right way and a wrong way to present the NXG Strategies logo.

01 Space around the logo Always give the logo some space to breathe. Try to use white or neutral backgrounds. 02 If you must... Place the logo on a color or a photo, use the negative logo. 03 No spinning Do not rotate the logo. 04 Color clash Do not place the logo on the wrong colors or colors that conflict with logo colors. 05 No additions Do not add embellishments, such as drop shadows, embossings, bevels, or glows to the logo.

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Authentic brands donâ&#x20AC;&#x2122;t emerge from marketing cubicles or advertising agencies. They emanate from everything the company does.â&#x20AC;? HOWARD SCHULTZ

Logo Standards

Our Product Logos. Rationale

The evado logo is distinctively simple and powerful. It represents the evado suite of products as strong, innovative, and reliable.

Variations

For both stacked and landscape, there is a fullcolor option, as well as grayscale, monotone, and white for reproduction on black, white, gray or colored backgrounds. 01

These are the landscape versions of the evado|PROTECT and evado|BREACH product logos. The landscape version is the preferred version of the logo for all printed collateral, including all printed publications, advertising, billboards, posters, flyers, overviews, and packaging.

02 These are the stacked versions of the evado|PROTECT and evado|BREACH product logos. The stacked version is the preferred version of the logo when space is at a premium in a layout (e.g. websites, social media platforms, online graphics, and web banners).

Logo Standards

Product Versions

evado|PROTECT

evado|BREACH

The different product iterations of the evado suite follow the same structural rules as the suite family logos with the addition of the product iteration descriptor in the bottom right. Note: Do not use the logos for different iterations of the same product suite together. Instead type them out using the correct typeface formatting standards (see pg. 13).

Icons

F R A U D

D E F E N S E

DEFENDER

BAS I C

F R A U D

D E F E N S E

PLUS

DEFENDER PRO

F R A U D

D E F E N S E

SUBSCRIPTION

RESPONSE

F R A U D

D E F E N S E

BIZ

Typography Standards

Our Type. Typefaces. Logo. The typeface for our logos is Homizio. We use two specific weights of the font family in our logoâ&#x20AC;&#x201D;BLACK for nxg, evado, protect, and breach and REGULAR for strategies. As Homizio font is pushed to higher font sizes or a stroke is added, the kerning should be adjusted as needed.

Homizio Black

Homizio Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*)0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqr stuvwxyz (.,:;?!$&@*)0123456789

Roboto //regular

Lora //regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*)0123456789

Typefaces. Collateral. We have two typefaces for our marketing collateral, print items, website, white papers, and anything else that NXG Strategies produces or publishes. Our sans serif font is Roboto. Our serif font is Lora. Both full font families come in a range of weights to suit a multitude of purposes. They are optimised for print, web, and mobile interfaces and have excellent legibility characteristics in their letterforms.

Typography Standards

Typefaces. Style.

Typefaces. Standards for Type.

Text for correspondence and publications should preferably be set in sentence case and flush left with ragged right. Capitalization should never be used for body text but is acceptable for headings or other stylized text.

When using the names of our company and ancillary products in copy, whether it be in a contract, email, or proposal, there are specific standards of type for how we present these names. All brand names, company names, and taglines should be followed directly with a superscript service mark with no space between for the first instance on the page. A service mark can be created in Microsoft Word by selecting the text and pressing [CTRL, SHIFT, =].

For publications or collateral with more than 500 words of copy, the default typeface should always be Lora, our serif typeface. Everything else should be written in sans serif typeface, Roboto. Typefaces. Examples. Roboto // regular

Lora // regular

Rum qui deligen dicabo. Xerrorrum res sapis int reicipsa imil il ma derum andebis in reicienimus.

Rum qui deligen dicabo. Xerrorrum res sapis int reicipsa imil il ma derum et andebis in reicienimus.

Roboto // bold

Lora // bold

Rum qui deligen dicabo. Xerrorrum res sapis int reicipsa imil il ma derum et andebis in reicienimus.

NXG and the beginning of Strategies should always be capitalized with no special bolding. After first reference, using the shortened version, NXG, is acceptable. evado should always be bold followed by a pipe (|) which can be created on your keyboard holding down the shift key and pressing the backslash button (\). The product version that follows should always be capitalized in regular font (e.g. PROTECT).

Typefaces. Examples. NXG StrategiesSM NXG Strategies, LLCSM Letâ&#x20AC;&#x2122;s Journey Together.SM AnyTime, AnyKind Identity TheftSM evado|PROTECTSM evado|PROTECT BASICSM evado|PROTECT PLUSSM

Color Standards

Our Colors. Colors. NXG.

NXG Color Palette

evado|PROTECT

evado|BREACH

Our corporate color pallette includes the NXG blue and black/grayscale supporting tones. Color matching standard CMYK references are included, as well as references for RGB and HEX values to ensure accuracy across different media when reproducing the palette.

cmyk rgb hex #

90, 66, 0, 0 34, 97, 174 2261ae

cmyk rgb hex #

85, 50, 0, 0 27, 117, 188 2680ff

cmyk rgb hex #

15, 100, 90, 10 190, 30, 45 be1e2d

cmyk rgb hex #

0, 0, 0, 100 0, 0, 0 0000000

cmyk rgb hex #

100, 70, 5, 30 0, 6, 124 00067c

cmyk rgb hex #

15, 100, 90, 75 82, 0, 0 520000

cmyk rgb hex #

0, 0, 0, 40 167, 169, 172 999999

cmyk rgb hex #

100, 70, 5, 0 0, 91, 163 005ba3

cmyk rgb hex #

15, 100, 90, 39 141, 14, 27 8d0e1b

cmyk rgb hex #

0, 0, 0, 60 102, 102, 102 666666

cmyk rgb hex #

70, 30, 0, 0 68, 149, 209 4495d1

cmyk rgb hex #

16, 75, 85, 1 207, 97, 61 cf613d

Whenever possible, the logo should be reproduced in the CMYK color process. Equivalent colors can be composed using the RGB and HEX references when the logo is used digitally.

Colors. evado suite. Our evado suite color pallette includes the PROTECT blues, BREACH reds, and black/grayscale supporting tones. Color matching CMYK references are included, as well as references for RGB and HEX values to ensure accuracy across different media when reproducing the palette.

The best salespeople are not salespeople, they’re people who’ve not only bought the product, but also bought into the idea of the company and the brand.” JAROD KINTZ

Photography Standards

Our Photography. Photography Style. NXG. We dismiss the idea that corporate must equal stiff and boring. Therefore our NXG imagery features dynamically photographed professionals, the customers they serve, and the world in which they live. All photography used must be high quality (at least 300dpi) whether black and white or color. Images should be clean, crisp, infocus, and contain subject matter relevant to our organization. Artistic composition should also be considered to avoid â&#x20AC;&#x153;snapshotâ&#x20AC;? style imagery.

Photography Style. Marketing Collateral. Marketing Collateral templates allow for a little more variation from the typical brand photography style. Imagery should be personal, dynamic, and powerful.

Online Standards

Online. Email Signatures. Style. This is the way our email signatures should look. All text is black. The email, phone number, and website are represented as a hyperlink that is automatically added by Gmail. The logo and tagline are a single .jpg image made specifically for the Gmail NXG email signature. It should be inserted directly underneath the website. The image should be sized ‘medium’ in the Gmail size setting options. Copy and paste the below signature directly into your Gmail signature settings editing box and customize the information.

First Name Last Name | Title Description e. firstname.lastname@nxgstrategies.com | t. 615.555.555

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Let’s Journey Together.

Web Standards

A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.â&#x20AC;? JEFF BEZOS

Our Brands

Brand Continuity. Marketing Collateral. Production Process. Our brand is powerful. It communicates what we do, where we’ve been, and who we want to become. Every time our brand speaks, whether in a presentation or in a tweet, it leaves a fingerprint behind—an identifying mark that tells a piece of our story. Brand continuity happens when every fingerprint we leave is identical. That’s why all new collateral, large or small, should go through the production process to ensure consistency in imagery and message. We have a story worth telling and our brand is our voice. Join us in keeping that voice strong.

Marketing Team. Contact Information. Cary Graham Marketing Director cary.graham@nxgstrategies.com Shannon Hargis Graphic Design shannon.hargis@nxgstrategies.com