BRAND GUIDE
TABLE OF CONTENTS
Introduction
Section 1
Understanding The Brand 1.3
Message from the Founders
1.5
Core Purpose & Core Beliefs
1.7
Who We Are
1.8
What We Do
1.9
Our Customers
1.15
Our Promise
1.17
Our Pitch
2016
Section 2
Bringing the Brand to Life 2.1
Mood Board
2.5
Style
2.7
Logos: Core & Isolated X
2.13
Do’s & Dont’s
2.17
Logo Usage
2.19
Applying the Guidelines
2.21
Fracture Graphic
2.23
Color
2.25
Typography
2.27
Layouts
2.29
Photography
2.31
Voice
2.35
Boilerplate
2.37
Digital
SECTION 1
Understanding the Brand TimeXtender is democratizing access to corporate data, enabling business users, and liberating IT.
1.1
2016
You are receiving this manual because you play an important role in promoting and protecting the TimeXtender brand. We created this manual to help you understand our brand and provide you with the ability to convey our voice and spirit with accuracy and authenticity. Our image, reputation, and success in the market depends on it. The following pages will provide you with the insight and guidelines you need to convey our message and maintain a consistent look and feel of our brand no matter where in the world it is seen. On behalf of TimeXtender and our entire marketing organization, thank you for being our brand ambassador. 1.2
Message from the Founders
Heine Krog Iversen
1.3
Anne Krog Iversen
2016
Let’s be honest. Time is money. But it is also much more. When we say, we democratize access to corporate data we’re talking about freeing up the time and energy of an entire organization so it can be dedicated to purposeful growth, innovation, and game-changing breakthroughs. Every day, we work to make the complex simple; to automate all that can be automated in the data discovery lifecycle; and to execute on what matters most. We like to say: “We get shit done.” To achieve this goal, we must be at our best - as individuals and as a team. So we strive to be mindful of ourselves, of each other, and of the customers and partners we serve. To put it simply, we are what we give. This is why at TimeXtender, we start meetings with a moment of silence; a moment to clear our minds and connect with the importance of time and how we choose to spend it. This impacts not only the way we build and release products and solutions, but also how we think, how we communicate, and how we are perceived. When our customers and partners share this vision our branding efforts are a success. Thank you for your respect and commitment to our brand. TimeXtender because time matters.
1.4
Core Purpose & Core Beliefs
Understanding the Brand
Massive Transformative Purpose: Because Time Matters The TimeXtender “Core Purpose” communicates our place and uniqueness in the world. Our “Core Beliefs” drive our behavior. Together they form our anchor and compass. We are what we give.
Why: Democratize access to corporate data End the battle between business and IT Bridge the gap between business and IT How: Discovery Hub™ What: Data Warehouse Automation
1.5
2016
1.6
Who We Are Who We Are
Understanding the Brand
We’re the X-People We believe time matters That’s why we focus on execution Keeping things simple Getting shit done We obsess about automation So we have time Time to be silent Time to connect Time to engage fully Because we are what we give TimeXtender
1.7
2016
What We Do What We Do
We believe time matters We believe you should have access to the data you need WHEN you need it So our work makes it easy to access, model and govern data. We obsess about automation …and write the code so you don’t have to We focus on keeping things simple And getting shit done While others are still talking, scripting, or tediously coding… We’re delivering Because time matters TimeXtender – democratizing access to corporate data
1.8
Our Customers
Understanding the Brand
We highly value our customers. Those business users who need access to data NOW and the IT professionals who are chartered with accessing, governing, and securing that data. We work for them. Their success is our success.
1.9
2016
Our Customers
Understanding the Brand
“Pressured Paul” Background
Characteristics
Pain Points CIO
Paul is on average 43 years old and has been with the company for seven years - but only three as CIO. He’s most likely male, married with 2.5 kids and makes $250K a year. He holds a Bachelor’s in IT and lives in the suburbs but commutes to the city. In his spare time he plays golf. •
Feels underappreciated
•
Is pressured to do more with less
•
Dreams of innovation
•
Invisible in the organization
•
Not seen as a strategic partner
•
26% are experiencing budget cuts
•
Asked to do more with less while working long hours and enduring a backlog of IT requests
Drivers
1.11
•
Governance
•
Issues relating to self-service
•
How to get more budget for innovation rather than maintaining legacy systems
•
Attracting and growing talent
•
Innovation and being an early adopter, even if they don’t have budget
•
Security
He is driven to prove his relevance to the organization and to bridge the gap between business and IT. He will respond to vendors that allow him to get his hands on data faster and deliver results better, faster, and cheaper.
2016
“IT Bob” Background
Characteristics
Bob is generally 35 years old, married with two kids and has at least 5 years experience in the technical space. He has a bachelor’s or master’s in a computer-related field. He lives in the city but dreams of moving to a farm one day. In his spare time, he plays MMORPGs such as WOW or table top games such as D&D or Cards Against Humanity. •
Key researcher and influencer of technical purchases
•
Pragmatic
•
Skeptical, a critical thinker
•
Overworked
•
Has more work than budget
Director of IT Senior Director of IT
•
Compatibility issues
•
Disruption caused by integrations
•
Time and effort to train staff
Manager/Senior Director of IT
•
Version control and historical records
•
ETL layers
•
Semantic process
Pain Points
Drivers
In the end, Bob wants an efficient department that runs smoothly. He is driven to run his department better, faster and cheaper. He seeks to reduce overtime, achieve software integrations with minimal disruption and increase efficiency and the elegance of his operations. But keep in mind that Bob won’t take your word for it: he needs to see to believe.
1.12
Our Customers
Understanding the Brand
“Derek the Data Doer” Background
Characteristics
Pain Points Business Analyst Data Scientists LOB Owner
1.13
Drivers
Derek is about 41 years old and lives in or near the city. He holds a Bachelor’s degree in IS, business or HR and makes between $65-$130K a year. In his spare time, which is most likely his commute, he plays Sudoku and does crossword puzzles. On weekends he participates in trivia competitions. •
Logical and analytical
•
Has budget and readily spends it for proven results
•
Makes data-driven decisions
•
Slow reporting
•
Inaccurate reporting
•
Inability to show results
•
Unusable, messy or ineffective data
Derek is always seeking to prove his worth by showing business results based on datadriven decisions. He will pay for faster and more accurate data, both of which will enable him to do his job better. He is always looking for ways to get better data faster to drive business agility. His dream is to be able to push a button, glance at a chart, and know exactly what to do next.
2016
Our Promise
Understanding the Brand
Let’s face it – Time is money. We believe business leaders should never lose time waiting for access to trustworthy data, and that talented IT professionals should never waste time on tedious repetitive tasks that can easily be automated. That’s why we developed Discovery Hub™, a comprehensive end-to-end platform that automates the complex and time intensive tasks required to access, model and govern data.
1.15
2016
Unlike other approaches, which rely on a mix of tools and vendors for things like scripting, data prep, and data blending, Discovery Hub™ is a platform that provides the benefits of one-stop shopping. TimeXtender - democratizing access to corporate data, enabling business users and liberating IT‌ Because time matters.
1.16
Our Pitch
Understanding the Brand
Everybody always wants to know how to give the elevator pitch. So we thought we’d provide one for you. This is a great way to introduce yourself when you are networking or when someone asks you what you do. The pitch will work for partners too. Just say you represent TimeXtender.
1.17
2016
“
Hi, I’m (state your name and title) at TimeXtender, the company that's introducing Discovery Hub™. You know how business leaders have trouble getting the data they need when they need it? And how IT teams have huge backlogs so they can’t keep up with the demands? What we do is solve that problem with automation. We’ve developed software that makes it easy to access, model and govern data. This frees IT from hours of tediously hand coding and it provides easy access to the growing and changing volume of data sources that today’s business demands.
”
You can learn more about how we’re democratizing access to corporate data at www.timeXtender.com
1.18
SECTION 2
Bringing the Brand to Life
This section of the manual focuses on bringing the TimeXtender brand to life visually. The tools provided here are building blocks to help you create an authentic and consistent look and feel.
2016
Mood Board
Understanding the Brand
The following pages are intended to illustrate how we think and feel about our brand. The words and images are not intended to be used in copy or campaigns. The goal is to evoke a feeling, an understanding of what TimeXtender is all about. It should serve as inspiration so that you can convey our spirit and our voice clearly and authentically.
2.1
2016
1.8
Time
Matters Let’s
Simplify
Powerful. Curious. Courageous. Proactive.
Superhero Mentality New Generation of Business–Balance in Business. 1.7
Visionary. Customer-Focused.
Design Meets
Function
Innovation has Great
Roots
More Yin Yang Balance Mindful. Authentic. Transparent. Honest.
Nordic = Cool, Clean & Pure
Our Style
Understanding the Brand
What’s our style? Call it Danish Design, Yin/Yang or just great communication. We juxtapose the big with the little, the loud with the soft, and the simple with the complex. There is power in simplicity – so we strive to push clutter out of the way and focus on what really matters. We use a grid to align text, photos, and elements in a layout. We use a hierarchy of information (Headlines, Subheads, body copy) to provide the audience direct access to the information. We keep text to a minimum (less is more) and make sure it is powerful and to the point. Lastly, we use the scale of the images (large, medium, and small) to provide the visual intrigue and emotional impact. The aim of our utilitarian, clean and functional layouts is to inform and inspire by being both beautiful and effective. The examples on this page (as well as the layout of this document) are real examples of how our style looks and feels.
2.5
2016
Our Tagline
Democratizing access to corporate data.
DIGITAL
1.8
Bringing the Brand to Life
Logos Core Logo
2.7
2016
Isolated X The shining star of our logo is the X. It embodies our brand personality. It is powerful and balanced. We call ourselves the X people because like this icon, we too are powerful and balanced.
2.8
Core Logo Logo Color A color palette has been developed to ensure that the logo at any time presents itself as consistently and unequivocally as possible, no matter the limitations and challenges that may arise during reproduction. The CMYK version is the preferred version for ordinary 4-color process printing. The PANTONE version is applicable for 2-color process printing, encompassing one spot color and black. The grayscale and black/white versions should be used in situations in which color and raster, respectively, is not possible, while the RGB version is exclusively for online and other screen use. As indicated, the logo is available in a negative version. We emphasize that due to recognizability, this should only be used as depicted in a 100% solid version.
2.9
Bringing the Brand to Life
CMYK
Pantone
RGB
Black
Greyscale
2016
Clear Space Our logo is the embodiment of our brand summed up into one clear package. Therefore our logo at all times must be perfectly legible without obstruction. For this reason we ask that designers maintain a minimum area of breathing room around the logo. Respect the logo by giving it some space. The preferred cleared space around the logo is equivalent to the width and height of the “X”.
Minimum Size In print, the logo should never appear smaller than .125” tall (4.2mm) On screen it must appear at least 12px tall.
2.10
Isolated X Logo Color
Bringing the Brand to Life
CMYK
Pantone
Greyscale
Black
RGB
Negative
A color palette has been developed for the Isolated X logo as well, in order to ensure that the logo at any time presents itself as consistently and unequivocally as possible, no matter the limitations and challenges that may arise during reproduction. The preferred version of the Isolated X logo will often be the negative version. This logo version has been developed to be adapted to the background, no matter whether it is the CMYK, PANTONE, Grayscale, Black/White or RGB version. It is, however, important to ensure that the background and the entire clear space zone are 100% solid. The CMYK version for ordinary 4-color process printing. The PANTONE version is applicable for 2-color process printing, encompassing one spot color and black. The grayscale and black/white versions should be used in situations in which color and raster, respectively, is not possible, while the RGB version is exclusively for online and other screen use.
2.11
2016
Clear Space Our logo is the embodiment of our brand summed up into one clear package. Therefore our logo at all times must be perfectly legible without obstruction. For this reason we ask that designers maintain a minimum area of breathing room around the logo. Respect the logo by giving it some space. The preferred cleared space around the logo is 1/4 the width and height of the X.
Minimum Size In print, the logo should never appear smaller than .25� tall (6.4mm) On screen it must appear at least 18px tall
2.12
Bringing the Brand to Life
Do...
We’re not a rules and regulations company. Nonetheless, this guide gives examples of what we think is cool and the below reveals what we fear as criminal.
2.13
2016
DO
Use the logo in reverse on orange background for variety.
DO
give the logo as much breathing space as possible
DO
use the isolated X large and off the page when appropriate
2.14
Bringing the Brand to Life
Don’ts... Core Logo
2.15
Exaggerate the “X”
Use gradients
Use the “X” as a pattern
Warp the logo
Stack the elements
Create in different font
Place over busy photograph
Outline logo
Use colors outside of brand
2016
Isolated X
Fill with unapproved pattern
Use gradients
Warp or distort
Creat “X” with a font
Use off-brand background
Use a drop shadow
Place over busy photograph
Use out of brand color
Outline the “X”
2.16
Logo Usage
Bringing the Brand to Life
Footer Core Brand In order to ensure that the TimeXtender Core logo and product logos are handled with respect both individually and in combination, we recommend the following system for placing the logos when they appear in publications, one pagers, product sheets and advertisements or in other ways appear with a clearly stated sender.
TimeXtender.com
Footer layout
Stacked option for narrow implementation.
TimeXtender.com
Footer layout mock-up
2.17
2016
Partner Lock-Ups
LOGO
When the TimeXtender logo mark requires a partner lock-up always use a single stroke line between whichever TimeXtender logo you are using and the partner’s logo. The line should be a light stroke in dark grey as in the examples here.
LOGO
2.18
Applying the Guidelines
Branding is achieved through a variety of factors. In addition to our name and our logo, this includes the use of color, text, graphics, and various other design and experiential elements. The pages that follow offer guidelines for bringing our brand to life.
2.19
2016
Fracture Graphic Placement The fracture graphic is used to add dimension and texture to background orange color fields. When used the central zone of the color field should always be the smooth, less busy area while keeping the more busy areas to the edges. The graphic should not be stretched or resized in a way that will cause distortion. Use clipping masks to retaine proportions. *If using the transparent PNG version over orange or grey be sure to use the Overlay blending/transparency mode.
Graphic can also be used in greyscale.
2.21
Bringing the Brand to Life
2016
Usage Use for graphic backgrounds or to add visual interest or excitement to a background. Also use it when just the iconic “X� of the logo is used on its own and reproduced large. The "X" is a registered trademark of TimeXtender. When you use the iconic "X" it should always appear with the registered trademark symbol in the lower right corner.
2.22
Bringing the Brand to Life
Color Brand Color The world is a highly visual place. Colors define a mood and give a sense of character to our brand. The TimeXtender colors are as important to us as the logo itself. We have created 2 primary colors – orange and grey which connotes confidence and clarity – boldness and simplicity.
2.23
CMYK 00/64/100/00
PANTONE 716 C
RGB 244/123/32 #f47b20
CMYK 00/00/00/80
PANTONE 425 C
RGB 51/51/51 #333333
CMYK 00/00/00/35
PANTONE 877 C
RGB 165/165/165 #a6a6a6
2016
Typography Headings For headings, Doppio One is used. The font places demands on your graphic sense as the spacing between the letters is often too wide and needs to be adjusted to look elegant (use the Optical setting under Spacing).
2.25
Bringing the Brand to Life
Doppio One Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
2016
Subheadings & Body For subheadings and all other body text, Tahoma Regular is used. We do not recommend using the font in Bold as this is too bold and drowns out the headline.
Tahoma Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
Tahoma Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
36 Point Headline
18 point Subheading
Body text 9pt with 11.5 leading. Sam, quaerum quam et quam velibust, te maximil ipis dolupisque omnia dolorempor ant labo. Et aut quis deritiis re voluptat. Borendisciur remposa con comnihilibus
2.26
Bringing the Brand to Life
Layouts A3
297 x 420 mm / 4 columns 22.5 mm margin (0.88 in)
A4
210 x 297 mm / 3 columns 15 mm margin (0.59 in)
A6
A5
A5
148 x 210 mm / 2 columns 10 mm margin (0.39 in) A4
A6
105 x 148 mm / 1 column 7.5 mm margin (0.29 in)
A3
A0
841 x 1189 mm / 1 column 60 mm margin (2.36 in)
A0
2.27
2016
US Letter
8.5 x 11 in / 4 columns 0.87 in margin
2.28
Photography Approach The approach to photography is very distinct and identifiable. The look is stark, direct, desaturated color and high-contrast. The look is simultaneously understated and bold with a sharp focus. The muted colors allow for the bold designs and intensity of the orange brand color to carry the punch. Lighting is either a high contrast single source or an even, all-over tone.
2.29
Bringing the Brand to Life
2016
Photos of employees are primarily of them working together, communicating getting shit done. The poses are natural and convey a light, congenial mood.
When stock images are used they should be modified to align with the same visual look and feel as the custom shots. Stock images can bring in an emotional component and can convey bigger expressions to get across the high stakes of the TimeXtender promise. These images can be cutout on white and given a shadowed background to accentuate their impact and emotion. Subjects are young to middle-aged proffesionals whose dress and appearance represent the core TimeXtender employee, partner or consumer.
2.30
Applying the Guidelines
Voice
Communication is a very important aspect of any brand. The way we communicate sets the tone for how our audience feels about us. Not only will customers have a clear idea of what TimeXtender stands for, but they will also be able to easily connect to our brand. Our voice is what makes our personality stand out. The tone that we use to express our message should be: Direct • Engaging • Professional • Clear • Simple • Human
2.31
2016
2.32
Applying the Guidelines
Voice TimeXtender Writing Style
TimeXtender Naming Guidelines
TimeXtender adheres to the rules and guidelines set forth in the AP Style Guide. Anyone who writes or edits material for TimeXtender - blogs, websites, newsletters, or other communication material - should refer to this guide. You can purchase copies here. https://www.apstylebook.com/apbookstore/invoice.php?pid=978-0-917360-63-3 You can also purchase tools to help with the editing process for word docs and presentations. https://www.apstylebook.com/?do=product&pid=APGSG-917360-1 http://www.slideshare.net/ProfAlliHost/introduction-to-ap-style Use this style guide for questions regarding capitalization, punctuation, grammer, numbering, and general naming conventions.
• •
•
• •
TimeXtender is a company. It is spelled with a capital T and a capital X. Discovery Hub™ is a technology platform that TimeXtender developed. We are working on having this trademarked. Always Discovery Hub™. Upon the first reference always refer to it as Discovery Hub™ from TimeXtender. In subsequent references, you can refer to it as Discovery Hub™. Never use "the" or "a" before Discovery Hub™. Always add ™ after Discovery Hub™. Data Warehouse Automation is a technology. Capitalize Data Warehouse Automation. Write this as Data Warehouse Automation (DWA) the first time you mention it and then DWA thereafter. Our product is TX DWA - TimeXtender Data Warehouse Automation Always refer to the product as TX DWA.
Who Are You Writing For? The TimeXtender customer or partner focuses on results. He or she makes buying decisions based on reviews, case studies, analyst insights, and word of mouth feedback from trusted industry sources. We focus on a decision-making audience. However, these decision makers may take a technological approach or a business approach to our products. So, different types of readers will be looking at TimeXtender from different perspectives. Before you start writing, have a clear understanding of who your target audience is. Please refer back to our personas to learn more.
Pressured Paul The CIO
IT Bob Director of IT
2.33
Derek the Data Doer Business Analyst
2016
Tone Our tone of voice identifies our company. Whether in conversations on our Facebook page, our website, or in our printed marketing material, it is a tool that helps build the TimeXtender brand and our relationships with our customers and partners. Be aware of the following when you write: • Be friendly. We want to establish long-term relations with customers and partners. • Be inclusive and welcoming—don’t lecture the audience. • Use spoken language—don’t overcomplicate your writing. Note that sometimes we need to make waves and be provocative. However, before you publish anything provocative, ALWAYS run it by the marketing department.
Writing Tips • • •
• •
•
Use you about the reader and we and us about TimeXtender. Build a relationship with the reader and be inclusive. Keep it short. Be concise and cut out wordy phrases. Emphasize benefits not features. In marketing writing, focus on why the customer needs something, not on what a feature does. In technical data sheets, you can do both. Spell out acronyms the first time you use them, followed by the acronym in brackets: Data Warehouse Automation (DWA). Use the active voice. For example: TX DWA offers multiple benefits. (active) A number of benefits are provided by TX DWA (passive) Don’t invent new words. Stick to words that have an established meaning within the industry and that people recognize. When a name is required for a new feature, contact the TimeXtender Marketing team.
In general, avoid insider jargon. Not everyone knows as much about data warehousing technology as you do. Consider the audience you are writing for and adjust the technical level of the conversation accordingly.
2.8
Applying the Guidelines
Boilerplate For Marketing Purposes 10 Words
Democratize access to corporate data with TimeXtender.
25 Words
TimeXtender is democratizing access to corporate data enabling business leaders and liberating IT by automating the complex and time intensive tasks required to access, model and govern data.
50 Words
Discovery Hub™ from TimeXtender is a comprehensive end to end solution. Unlike other approaches, which rely on a mix of tools and vendors, for things like scripting, data prep, and data blending, Discovery Hub™ is an integrated platform that leverages the power of automation and provides the benefits of both speed and agility.
100 Words
Bridge the gap between business and IT with Discovery Hub™ from TimeXtender – a comprehensive end to end solution. Unlike other approaches – which rely on a mix of tools and vendors – for things like scripting, data prep, and data blending – Discovery Hub™ is an integrated platform that provides the benefits of one-stop shopping. Discovery Hub™ from TimeXtender leverages the power of automation and makes it easy to access, model and govern data. With 2,600 customers in 60 countries, TimeXtender is the world’s leading provider of Data Warehouse Automation for Microsoft® SQL Server®.
150 Words
Bridge the gap between business and IT with Discovery Hub™ from TimeXtender – a comprehensive end to end solution. Unlike other approaches – which rely on a mix of tools and vendors – for things like scripting, data prep, and data blending – Discovery Hub™ is a platform that provides the benefits of one-stop shopping. Discovery Hub™ from TimeXtender leverages the power of automation and makes it easy to access, model and govern data. It allows for both speed and agility and delivers results faster and affordably than other solutions. Our successful track record for helping companies with data warehouse and business intelligence needs has spread across the globe; over the past 10 years TimeXtender has become the leader in the Data Warehouse Automation (DWA) for the Microsoft SQL Server market with more than 2,600 customers and various partners worldwide.
2.35
2016
For Press Releases About TimeXtender: TimeXtender, one of the world's fastest growing software companies, is democratizing access to corporate data with Discovery Hub™. an integrated approach to IT architecture behind business intelligence. The company has headquarters in Denmark and the U.S and more than 2,600 customers across six continents. TimeXtender is also the world’s leading Data Warehouse Automation solution provider for the Microsoft® SQL Server®. TimeXtender sells its products through a global network of channel partners.
2.36
Digital
When designing for digital, keep the user experience top of mind. So let’s simplify where we can, and remember that time matters to our customers and partners. So our interactive engagements should be easy, impactful, and rewarding.
2.37
Applying the Guidelines
2016
2.38