BRAND GUIDELINES 2015
Content SECTION 01 BRAND ESSENCE Brand Story Brand Focus Tagline Keywords Brand Voice Product Lines Customer Personas
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SECTION 02 BRAND DESIGN Logo Usage Color Palette Typography Social Media
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SECTION 01 BRAND ESSENCE
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Brand Story To anyone who wants true peace of mind, Q-See is the smart security brand that provides sleek, user-friendly, and innovative security - because your surveillance system should not only fit, but enhance your lifestyle. Q-See is the forward-thinking solution to those who value performance and efficiency without ever sacrificing the user experience. Q-See aims to support families and business owners by empowering them to focus on living their lives, because Q-See believes safety is a right for all.
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Brand Focus Q-See delivers easy-to-use smart surveillance solutions that incorporate cutting edge technology and enhance the lifestyles of those who use them. We empower our users to take control over an element of their lives without interrupting their daily routine. Q-See sets industry standards, constantly evolving alongside the ever-changing connected technology landscape.
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Tagline Smart security empowering the modern household and entrepreneur.
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Brand Keywords Peace of Mind Innovation Lifestyle Safety Security Quality Empowerment Reassuring
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Performance Reliability Authenticity Approachability User-friendly Technology Transparency Interactive
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Brand Voice First and foremost, we are a safeguard that ensures your livelihood and the ones you love are secure while on-the-go. We are honest and trustworthy. We are approachable and never intimidating. We are dependable, always there to answer questions or address concerns. We are friendly and authentic. We are forward-thinking, modern, and innovative. We make you feel both safe and empowered while integrating seamlessly with your modern lifestyle.
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Product Lines BNC HD
IP HD
Geared toward homeowners, small offices, and small businesses
Geared toward owners of a large home, commercial businesses, and franchises
720p / 1080p 4 cameras 8 cameras 16 cameras
1080p 8 cameras 16 cameras
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Customer Personas BEN & SARAH Ages: 35, 33 Gender: Male, Female Product: BNC HD 4 and 8 cameras
Ben and Sarah are newlyweds with no children living in Aurora, CO. Ben is an associate professor while Sarah is a nurse, and their combined income is $120k per year. Ben and Sarah are giving, idealistic, and family-oriented. Their hobbies and interests include global politics, hiking, and their two dogs. They both have smartphones; Sarah has an iPhone and Ben has a Samsung Galaxy. They have both a Subaru Outback and a Honda Civic and their other preferred brands are Patagonia and NPR. They value friendship, community, and safety above all else. TONE OF VOICE As new homeowners, they are looking to protect their investment and value peace of mind both for themselves and those in their community. They would be likely to participate in something like a neighborhood watch. They don’t have a need for several channels or cameras; a camera for each point of entry in their single-family home is sufficient for them.
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Customer Personas BEN & SARAH Ages: 35, 33 Gender: Male, Female Product: BNC HD 4 and 8 cameras
Section 01: Brand Essence
Imagery for this line should depict consumers viewing their feeds remotely, homes, families, and small businesses; ie. woman watching cash register in her boutique or couple watching delivery man arrive at their front door.
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Customer Personas VIVIENNE Age: 44 Gender: Female Product: BNC HD 16 cameras and IP HD 8 cameras
Vivienne is a divorced woman with one child, living in a very large home in New Jersey though she works in New York City. She is a partner at a law firm and makes around $750k per year. She is driven in terms of career, but is also a socialite and cares about her appearance. Her hobbies and interests include shopping, travel, and fitness. She uses Apple devices and her other preferred brands include Whole Foods, Uber, and Soulcycle. She values her career, her health, and her child above all else. TONE OF VOICE Vivienne embodies either a consumer purchasing for a large home or a small business owner who does not need the advanced features of the Enterprise line but can still afford a higher image quality. While this person may not place high value on exact technical specifications, top-of-the-line quality is of utmost importance, and we aim to communicate that this is a premium product. This consumer also highly values remote monitoring; with a busy lifestyle that may require traveling or spending long hours in the office, it is crucial that he or she be able to view their feed remotely to ensure complete peace-of-mind.
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Customer Personas VIVIENNE Age: 44 Gender: Female Product: BNC HD 16 cameras and IP HD 8 cameras
Section 01: Brand Essence
Imagery for this line should include how remote monitoring enhances the lifestyles of those who use it as well as imagery of small businesses (coffee shop, boutique, startup), industrial warehouses, or larger homes.
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Customer Personas RICH Age: 39 Gender: Male Product: BNC HD 8 cameras and IP HD 16 cameras
Rich is married with two children and lives in a home in the City of Commerce. Rich is the owner of a franchised business that includes a warehouse as well as a corporate office. His income is around $260k per year. He is fun and geeky, but also conservative and responsible. His hobbies and interests include spending time with family, golfing, and Fantasy sports. He uses a non-Apple smartphone and tablet and his other preferred brands are ESPN, Titleist. He owns a Mercedes C Class, but he also has a Ford truck to drive goods between franchise locations. He is financially conscious and values the security of his family/assets above all else. TONE OF VOICE Rich epitomizes the owner of a warehouse, hotel, franchise, or large-scale business and seeks a security system that is robust and high-performing. They value all tech specs, including but not limited to the highest level of clarity, nightvision at maximum range, multiple cameras, and multiple channels. Also critical for this consumer is remote monitoring; for someone who manages multiple franchise locations, the ability to check in on multiple locations remotely is essential. They also require significant storage capacity as they would want to have footage on-hand for law enforcement if necessary.
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Customer Personas RICH Age: 39 Gender: Male Product: BNC HD 8 cameras and IP HD 16 cameras
Section 01: Brand Essence
Imagery for this line should depict large-scale or multi-location businesses such as warehouses, franchise locations, or hotels.
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SECTION 02 BRAND DESIGN
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Logo Usage A. ON WHITE
E. ON BLACK
Section 02: Brand Design
B. ON GREY
C. ON YELLOW
E. BLACK & WHITE
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Logo Usage Placement Logo must have a .25cm or 10px safety margin around it at all times
10px
Section 02: Brand Design
Placement Place logo in Bottom Right or Top Left corner. Logo should take up 10% of image.
Minimum Size 1in or 72px wide
72px
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Incorrect Logo Usage DO NOT change the logo colors
DO NOT tilt the logo at an angle
DO NOT blur or add a filter
DO NOT distort the ratio of the logo aka no squashing or stretching
Section 02: Brand Design
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Color Palette BRAND COLORS
Section 02: Brand Design
PANTONE PANTONE 123 C
PANTONE COOL GREY 9 C
PANTONE COOL GREY 1 C
PANTONE COOL GREY 11 C
PROCESS C0 M25 Y100 K0
PROCESS C56 M47 Y44 K11
PROCESS C10 M8 Y10 K0
PROCESS C67 M59 Y53 K34
SCREEN R254 G193 B13
SCREEN R116 G118 B121
SCREEN R226 G225 B221
SCREEN R77 G78 B83
WEB #FEC10D
WEB #747679
WEB #E2E1DD
WEB #4D4E53
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Color Palette
Section 02: Brand Design
IP HD
BNC HD
PRODUCT COLORS
PANTONE PANTONE 354 C
PANTONE PANTONE 299 C
PROCESS C94 M0 Y100 K0
PROCESS C80 M18 Y0 K0
SCREEN R0 G174 B65
SCREEN R0 G160 B223
WEB #00AE41
WEB #00A0DF
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Typography: Brand Material HEADERS/TITLES
SUBHEADERS
BODY COPY
Section 02: Brand Design
CAPITALIZATION
FONT
AA
CENTURY GOTHIC BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?!,.;
AA Aa
CENTURY GOTHIC REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?!,.;
Century Gothic Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?!,.;
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Typography: Packaging HEADERS/TITLES
SUBHEADERS
BODY COPY
ICON CAPTIONS
Section 02: Brand Design
CAPITALIZATION
FONT
Aa
Helvetica Neue Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?!,.;
AA
HELVETICA NEUE LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?!,.;
Aa
Helvetica Neue Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?!,.;
AA
HELVETICA NEUE MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?!,.;
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Social Media FACEBOOK
Profile Pic 400x400px Timeline Cover 1200x445px *do not place copy in the bottom 104px Post Image Square - 1200x1200px Horizontal - 1200x627px Vertical - 961x1200px Ad 1200x628px
Profile Pic 400x400px Header Image 1500x500px Post Image 1100x550px
Section 02: Brand Design
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Social Media PPC ADS
Vertical 160x600px Horizontal 728x90px 300x250px Square 250x250px 200x200px
WEBSITE BANNER
Section 02: Brand Design
1600x800px
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