Code42 Brand Book 2015 by Tim Cothran

C O D E 42

Visual Identity Guide

CODE42 BRAND GUIDLINES

2 Who is Code42? 4 Brand Elements 6 Logo 9 Type 11 Color 13 Imagery 17 Illustration and Icons 21 Examples

CODE42 BRAND GUIDELINES

Who is Code42?

CODE42 BRAND GUIDELINES

We are a Global Enterprise SaaS Company serving the Endpoint Data Protection and Security market. Our mission is to keep the most valuable resource in the world, data, protected and secure for businesses around the world.

CODE42 BRAND GUIDELINES

The Elements of

Brand Harmony

C O D E 42

LOGO

CrashPlan

COPY

Silently, continuously back up every version of every file, on laptops and desktops, across the entire organization.

ELEM ENTS IMAGERY

The following brand elements must be considered whenever you plan to create a Code42-branded web page, advertisement or piece of collateral. Some executions may not require all elements to be present, but in most cases the majority of them will appear, and should closely adhere to the guidelines set forth in this book. As you will see in the examples section, there is some leeway in how these are handled - what weâ&#x20AC;&#x2122;re most concerned about is that the level of quality and consistency in appearance is maintained, but experimentation with the elements is not out of the question.

COLOR

TYPE

New creative should not feel out of place next to our examples, and if a template is available it should be used.

I L L U S T R AT I O N

Back Up Everyone, Everywhere. Over 35,000 businesses worldwide trust CrashPlan for secure endpoint data protection and unlimited, on-demand scalability that meets the strictest security requirements. A single admin can manage it all from a single console while silent, continuous backup keeps employees working. Backup any device, anywhere

Cloud choice

Single admin console

Automatic and silent

On-site encryption keys

Granular roles and policies

Unlimited files and versions

Identity management with two factor authentication

24x7 support

CODE42 BRAND GUIDELINES

LOG O We’ve all seen a logo before, right? As you know, its very important to its creators and the company it

100%

50%

represents. So, pretty please, don’t mess with it. If the logo assets you have access to don’t fit your needs, please ask us to customize it rather than scaling, stretching or modifying the logo yourself. We have a bunch of designers here, and they’re pretty responsive, unless someone set the coffee machine to decalcify before they got in this morning...

C O D E 42

CODE42 BRAND GUIDELINES

LOG O ELEM ENTS Do you know the difference between a logo, a logotype and its symbol?

C O D E 42

Well, now you do.

SYMBOL

LOGOT YPE

LOGO

CODE42 BRAND GUIDELINES

W H AT N OT TO DO... The single easiest thing to remember in regard to the logo is this:

C O D E 42 Don’t change the logo. Ever. The second most important thing to remember is this:

S O M E TA G L I N E

Don’t add text to the logo - respect the safe area.

C O D E 42

Don’t edit the logo proportions.

Use the correct version of the logo for your needs.

C O D E 42

Don’t use the standard logo on dark backgrounds.

42 E D O C

If you don’t have the correct version, ask us and we will provide it, whether its a larger version, smaller version, or reversed for use on dark backgrounds.

Don’t rearrange symbol and text.

Don’t edit the logo font. Ever.

Don’t change orientation.

CODE42 BRAND GUIDELINES

C O D E 42

Don’t upscale logo. Ask for a larger version.

Don’t change the color. Ever.

Don’t stretch the logo.

C O D E 42

Don’t create a pattern.

Don’t outline the logo.

Don’t add effects.

CODE42 BRAND GUIDELINES

Four fonts walk into a bar...

“ We don’t serve your type in here.”

CODE42 BRAND GUIDELINES

T Y PEFACE

Proxima Nova Thin Used in large headlines, generally 60px and up. Proxima Nova Light Used in most body copy and in headlines as an alternative to Thin when stronger clarity is needed. Proxima Nova Regular Used as secondary body copy when pointsize requires extra weight for legibility. Proxima Nova Semibold Used to accentuate Light and Regular weights. Never used in headlines.

THIN

REGUL AR

Aa123

A BC DEF G H I J K LM N O P Q RSTU V W X Y Z abcdefghijk lmnop qr s tu v w x y z 123 456789 0

A BC D E F G H I J K LM N O P Q RS TU V W X Y Z abcdefghijk lmnop qr s tu v w x y z 123 456789 0

LIGHT

SEMIBOLD

Aa123

A BC D EF G H I J K LM N O P Q RSTU V W X Y Z abcdefghijk lmnop qr s tu v w x y z 123 456789 0

A BC D E FG H IJ KLM N O P Q RSTU V W X Y Z abcdefghijklmnop qr s tu v w x y z 123 456789 0

CODE42 BRAND GUIDELINES

Things aren’t always

#000000 + #FFFFFF

CODE42 BRAND GUIDELINES

PR I M A RY

PA LE T TE

As a general rule, one of the primary colors should be present in any Code42-branded application, web page or piece of collateral. Be sure to use the proper formula for the specific application: • Pantone or CMYK for offset printed pieces. • Hex or RGB for anything displayed digitally.

PR I NT PA NTO N E 021 C PA NTO N E 021 U C M Y K 0/8 3/ 1 0 0/0

PR I NT PA NTO N E 5 395 C PA NTO N E 5 4 6 3 U C M Y K 9 1 / 7 7/ 52 /6 3

D I G ITA L / W E B H E X # FE50 0 0 RG B 25 4 /8 0/0

D I G ITA L / W E B HEX #101F31 RG B 1 6/ 3 1 /49

S ECO N DA RY

If you need to create an image with an orange or blue overlay, follow the guidelines in the imagery section later on. Lastly, never create gradients from the Code42 color palette. Never say never, right? Well, in this case we feel pretty safe in so-saying. You don’t even wanna know what happens to people who use gradients...

PR I NT C M Y K 7 2 / 59/45/ 24

PR I NT C M Y K 50/ 3 8 / 3 3/ 2

PR I NT C M Y K 37/ 27/ 24 /0

PR I NT C M Y K 23/ 1 6/ 14 /0

PR I NT C M Y K 1 0/ 7/ 7/0

PR I NT C M Y K 6/ 3/4 /0

D I G ITA L / W E B H E X #585F 6 B RG B 8 8 /95/ 1 07

D I G ITA L / W E B H E X # 9 B9 FA6 RG B 1 82 / 1 9 0/ 1 9 1

D I G ITA L / W E B H E X # BC B F C 3 RG B 1 8 8 / 1 9 1 / 1 95

D I G ITA L / W E B H E X # D E D FE1 RG B 222 / 223/ 225

D I G ITA L / W E B HEX #EBEBEB RG B 235/ 235/ 235

D I G ITA L / W E B H E X # F 6 F 7F 7 RG B 24 6/ 247/ 247

CODE42 BRAND GUIDELINES

Images speak

Louder than words.

CODE42 BRAND GUIDELINES

I M AG ERY

Imagery used on Code42-branded creative should reflect the real-world environment that our existing and prospective customers can easily identify with. This means using candid, non-posed, “non-stock” photography as much as possible. We understand that there are limitations when restricted to using stock photography, but we promise with a little effort you can find non-stock looking images. It is not necessary to always show a device or the Code42 user interface. What’s more important is that you find situations that depict the creation or sharing of unstructured data.

OV ER L AYS

When text, icons or illustrations must be placed over an image, we suggest using an overlay to not only make them more legible, but to add just the right amount of Code42 spice to your layout. Follow the guidelines in the images to the right to achieve spectacular results.

CODE42 BRAND GUIDELINES

W H AT N OT TO DO...

To help you avoid rejection at the hands of our creative director, here are some quick and easy tips on what avoid when searching for imagery: • Boring or emotionless images - people should look as though they enjoy using our product or that they are being productive — without being...

Obviously staged, bland color, AND boring.

Contrived and cheesy - this is not a real person.

Staged, looking directly at the camera.

Boring composition with everything in sharp focus.

Don’t do this. Just...all of it.

No product has ever made anyone this relaxed.

• Clichéd, contrived or cheesy. You’re going to have to use best judgement on this, but in real-life people are not as happy as stock photographers would have you believe. As a general rule, no one in a photo should ever be looking directly at the camera. • Avoid bland color and high depth of field - photos with shallow depth of field (essentially meaning blurred backgrounds) are more interesting and allow you to focus on the subject much easier.

CODE42 BRAND GUIDELINES

Icons and

Illustrations

CODE42 BRAND GUIDELINES

G EN ER A L I CO N S

Our general icon style is very simplistic, using a 1 or 2 pixel stroke (depending on size) and as little extraneous details as necessary in order to communicate the concept. These are not intended to be the only icons available, but can be used as the basis for creating whatever icons may be needed in the future.

CODE42 BRAND GUIDELINES

SO LUTI O N S I CO N S

Platform

Data Loss Prevention

e-Discovery + Legal Hold

File Sync + Share

Large File Transfer

Mobile File Sync

Data + Device Migration

Endpoint Backup + Restore

Disaster Recovery

Icons that represent more in-depth concepts (rather than features) are 2-color and slightly more detailed. The following icons should be when communicating a particular solution, no substitutions. If the need arises for a new solution, Code42 will create the icon and add it to the existing library of solutions icons.

Mobile File Access

CODE42 BRAND GUIDELINES

I LLUSTR ATI O N

Illustrations are completely custom and are specific to the content which they are depicting. Use the illustrations to the right as a guide for creating your own in regard to colors, line weights and level of detail and complexity. Concept of unstructured data being synced to the cloud wherever it goes

Cloud deployment and encryption keys

Data loss prevention solution

IT admin control and visibility

CODE42 BRAND GUIDELINES

Monkey see...

Monkey improve.

CODE42 BRAND GUIDELINES

A DV ERTIS I N G

Code42 advertising primarily uses our corporate orange color in advertisements to improve visibility, brand recognition and retention. We also use custom illustration and animation to stand out from the crowd and attract attention. Pay attention to how little copy is present - layouts should be clean, easily read and understood at a glance. If you have more information than can comfortably fit the format, use multiple screens and animate them. It should be noted that the Code42 aesthetic is flat no shadows or gradients exist in our creative.

YOUR DATA LIVES ON THE EDGE.

WE KEEP IT FROM FALLING OFF.

GET RESOURCES TO SECURE DEVICES LEAVING THE BUILDING.

Learn More

CODE42 BRAND GUIDELINES

TR A D ES H OWS

Booth graphics for turnkey shows requiring us to use their own structures should follow the style of the Gartner IT Expo booth. We are however open to introducing more white space, as seen in the concepts for the Microsoft Ignyte booth.

Gartner IT Expo turnkey booth

CODE42 BRAND GUIDELINES

Microsoft Ignite Booth

CODE42 BRAND GUIDELINES

AUGUST 26-28 2014

OF ENDPOINT

GENERAL ADMISSION

W W W. C O D E 4 2 . C O M

Hereâ&#x20AC;&#x2122;s your chance to get creative. The only rules here are to keep it clean and clutter-free, and of course incorporate Code42-specific elements like color, type, logo and font. More importantly, to stand out in a sea of similar collateral and swag, copy and concept must be truly engaging, creative and unique and relateable to our target audience.

S E AT

C0 DE

S E AT

ROW

ISLE

BOOTH NUMBER

ISLE

TR A D ES H OW CO LL ATER A L

BOOTH

CODE42 BRAND GUIDELINES

I N F OG R A PH I C S

Infographics should be visually engaging, and graphics should contribute to the understanding or elaboration of the content, not just be decoration. There is a little more leeway here in terms of brand elements, since not all infographics relate directly to Code42, but rather are sponsored by us. However, if our name is on the graphic, it should look like part of the family, which can easily be achieved through color and illustration style. And again, it should be noted that the Code42 aesthetic is flat - no shadows or gradients exist in our creative.

CODE42 BRAND GUIDELINES

http://essentials.code42.com/

W EB / EM A I L

You can always visit our public website at code42.com for referencing site and page design, so here we’ve included an example of a custom email invite, landing page and confirmation email. As you can see, these don’t follow the exact structure of other pieces, but they still maintain the Code42 look and feel, and thus hold together as a system. So feel free to explore, but keep the elements of brand harmony present and consistent and you’ll come out on top.

we’ll save you a seat

We’ll save your seat.

THE EVENT You’re invited to Code42’s [the makers of CrashPlan and SharePlan] first VMWorld after-conference happy hour. We look forward to some delicious libations, heavy appetizers and great company.

08/26

5:30 - 8:30 on TUESDAY

This is the preheader message.

Email Address: Phone:

THE EVENT:

THE SPOT:

You’re invited to Code42’s [the makers of CrashPlan & SharePlan] first VMWorld after-conference happy hour. We look forward to some delicious libations, heavy appetizers and great company.

Located within walking distance from Moscone Center in San Francisco’s SOMA district, Twenty Five Lusk is a modern restaurant and lounge featuring seasonally driven New American cuisine, a dynamic wine program, and expertly crafted cocktails. The design weaves a modern aesthetic through a historic brick and timber warehouse originally built in 1917 as a meat packing and smokehouse facility.

VM WORLD PARTY

You’re invited to Code42’s [the makers of CrashPlan and SharePlan] first VMWorld after-conference happy hour. We look forward to some delicious libations, heavy appetizers and great company.

SAVE TO CALENDAR

#Code42VMWorldParty #Code42

THE LOCATION: 25 Lusk

08/26

RSVP

@Code42

25 LUSK

25 Lusk Street San Fransico, CA 12345

6:30 - 9:30PM on TUESDAY

S H A R EP L A N

RSVP

25 LUSK

25 Lusk Street San Fransico, CA 12345

Get Directions

Last Name:

08/26

We saved you a seat and can’t wait to meet you.

25 LUSK

First Name:

6:30 - 9:30PM on TUESDAY

– Come join us.

25 Lusk Street San Fransico, CA 12345

This event is invite only.

#Code42

#Code42VMWorldParty

@Code42

CRASHPLAN

C R A S H P L A N P RO

C R A S H P L A N P RO e