SYMBIOSIS BRAND STANDARD GUIDE Version 1.0 Internal Use Only
Table of Contents
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Brand Messaging .................. 4 Our Story ........................................................................ 6 Brand Promise .............................................................. 7 Personality + Voice ..................................................... 8 Product Benefit Statement ...................................... 9
Brand Creative ....................... 10 Brand Mark ....................................................................12 Incorrect Usage .......................................................... 13 Colors ............................................................................. 14 Design Elements ........................................................ 16 Typography ...................................................................18 Photography ................................................................ 20 Creative Samples ........................................................ 22
Brand Messaging
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+ Our Story + Brand Promise + Personality & Voice + Product Benefit Statement
Our Story Symbiosis was founded upon the idea that customer relationship management didn’t have to be boring. Using their extensive CRM and sales experience, Bill Johnson and John Bryant knew that the CRM industry needed something that was unique, motivating, and fun for everyone involved and thus Symbiosis was born. Symbiosis combines the traditional aspects of CRM with the radical concept of gamification to create a completely new platform that is unlike anything the CRM industry has ever seen.
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Vision The combined CRM and sales knowledge at Symbiosis allows us to continue to be innovators and influences while maintaining new and unique product offerings in this fast paced industry. Our vision is that Symbiosis will continue to keep a finger on the pulse of consumer trends and preferences.
Mission The Symbiosis mission is to improve CRM adoption rates for businesses, increase sales volume and frequency, gain customer loyalty, and decrease costs associated with customer service and sales by providing a user-friendly, innovative, and powerful CRM solution.
Brand Promise / Position Symbiosis gives customers freedom in their lives by offering them a solution to time consuming relationship management software. Unlike any other technology in existence, the Tarantula gamification system will increase the level of adoption, interaction and engagement with the Company amongst all key stakeholders, including sales agents, management teams, referral partners and even existing and new customers.
Purpose Symbiosis core purpose is to provide more efficiency and value in small business owner’s relationships so that they can achieve their goals.
Values + Symbiotic Relationships
+ Quality
#1
+ Efficiency
+ Customer Services
+ Expertise
Personality The Symbiosis brand personality is one that flirts the line between fun and professionalism. Our platforms and product descriptions are in a formal, educational tone while materials like articles, videos, and social posts are conversational, trendy, and engaging. The ultimate goal of our communications is to establish ourselves as a resourceful authority in the space while shirking the traditional business-oriented image associated with the CRM industry.
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Personable Modern/ High-Tech Fun Engag
Voice Voice refers to the unique tone and style we want associated with Symbiosis in all of our business communications. When writing or speaking about Symbiosis, use these brand persona traits to stay on message.
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Persona The following words describe who Symbiosis is.
Tone The following describes how Symbiosis sounds when communicating.
Language The following words describe how Symbiosis communicates.
Purpose The following words describe why Symbiosis exists.
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Effectiveness Organization Personable Reliability Professionalism Successful
Involved Devoted Supportive Enthusiastic Confident
Professional Resourceful Clear Informative
Easy to Use Strong Connections Friendly Environment Productive Workforce
Product Benefit Statement Symbiosis is a revolutionary cloud-based customer relationship management tool. Like many CRM systems on the market, Symbiosis helps businesses stay connected with their customers, clients, partners, and employees with the following features: CRM
Symbiosis, unlike any other CRM, encourages customers and referral partners to engage with the company and increase satisfaction via our Tarantula gamification system, specifically designed to make using the CRM more fun for users.
Brand Creative
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+ Brand Mark + Incorrect Usage + Colors + Design Elements + Typography + Photography + Creative Samples
Brand Mark The brand mark, or logo is meant to identify the Symbiosis business, story, and services in their simplest form. While it’s an interesting visual in terms of looks alone, it serves a greater purpose by what it means and stands for. It describes the Symbiosis business in a way that is recognizable, memorable, and ownable. Symbiosis’s mark speaks directly to the clarity of the service the company provides. It supports traditional CRM ideas and distinction, while portraying a playful approach through minimalistic design.
Primary
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Reversed
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Black
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With Tag line
SYMBIOSIS RELATIONSHIPS MADE EASY
Incorrect Usage Always use the logo as it was created– and reproduce it using the prepared digital art files. (1) Do not flip the mark and place below the name. (2) Do not switch out different colors (3) Do not condense, or stretch the logo.
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Colors The color palette supports our brand mark and story. The Primary colors for Symbiosis are Green, Yellow, Red and Blue. These colors represent the company’s energy, optimism, trust and innovation. The deciding factor on when to use these colors depends on the text and the surrounding elements. All body copy should be black.
When To Use Pantone (PMS): Best to ensure consistent colors from job to job, printer to printer. CMYK: Best when using full color images, such as photographs or when more than two colors are printed. RGB: Anything digital that is not web or mobile. HEX: Anything web or mobile.
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CMYK
CMYK
CMYK
CMYK
53 4 100 0
0 24 90 0
12 71 100 2
80 16 41 0
RGB
RGB
RGB
RGB
134 189 64
254 196 49
212 103 39
0 159 159
HEX
HEX
HEX
HEX
#86BD40
#FEC431
#D46727
#009F9E
Design Elements
Design elements are strategic methods that are used to strengthen the brand look and feel across all creative. To build upon the brand story, “The Cluster and Ring� design elements have been created. The ring is derived from the outer outlines of the logo. As seen throughout the Brand Standards Guide. The cluster supports the meaning of cohesion and harmony in relation to Symbiosis. An additional sample of how to use the cluster can be seen on The Creative Sample page of the Brand Standards Guide (page 22).
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The Ring
Use of the ring can display headers, title, body copy, etc. within in order to show importance of that text. Can be positioned on any backdrop (white space, textures, photographs, etc.) that allows it to pop out and create attention. All colors of the brand are allowed.
The Cluster
The cluster can be created in multiple ways. The use of the colors of blue, green and yellow are the only colors allowed with this element and can be overlayed with opacity. Placement of the cluster depends on the supporting components. The shapes can be a full or half circle. When half circles are created- little stretching is allowed. All the shapes are asymmetrical.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj K Ll Mm Nn Oo P Qq Rr Ss Tt Uu Ww Xx Yy Zz Typography
k p V
Type helps to convey the personality of the brand and bring distinctness to Symbiosis communications. Each of the chosen fonts bring a modern, fresh and innovative style to Symbiosis creative. Museo 700 is the primary font used for headlines. It should always be used in an a bold treatment and/or with the blue color. As a compliment to Museo 700, Museo Sans 300 is to be used for supporting content such as body copy, quotations, or large call-outs. Used for Headline
Museo 700
Aa Bb Cc 12345 Used for Body Copy
Museo Sans 300
Aa Bb Cc 12345
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Iconography Iconography can tell a story through a single image or in multiples. A consistent look to all iconography is ideal to convey the brands similarity throughout any creative. Flat, outlined, illustrative icons with the primary colors are necessary in the creation of any icon.
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Creative Samples The following examples are meant to be used as a reference on how to apply the design elements explained in the brand guide.
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