Variable Graphic Identity Guidelines

Corporatate Identity Guidelines October 2013 Corporate Identity Guidelines

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At Variable, Inc., we make sensory platforms that connect apps and smart devices to the real world, in new ways.

By doing this, we are transforming how people make sense of the world.

Corporate Identity Guidelines

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Welcome.

Use these assets and logo guide to understand how we communicate the Variable brand.

Corporate Identity Guidelines

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Table of Contents Introduction

Visual Identity

What’s a Brand? ..................................................................................... 5 The Variable Brand Promise ................................................................ 6 The Variable Brand Personality .......................................................... 3

Modular ...................................................................................................11 Color Palette ..........................................................................................12 Typography .............................................................................................13 Stationery/Business Cards .................................................................14 Branded Merchandise ..........................................................................15 Imagery ...................................................................................................16

The Variable Logo The Variable Logo .................................................................................. 4 Clear space and Minimum Size ............................................................5 Logo Color Variations ............................................................................ 6 Logo Misuse .............................................................................................7 Logo Placement ......................................................................................8

Legal Guidelines Company Name .................................................................................... 24 When to Add Trademark Symbols to Logos ................................. 25 Trademark symbols on the Web ...................................................... 26 Copyright notice & attribution statements ................................ 27

The NODE+ Logo System The NODE+ Logo System ...................................................................17 Clear space and Minimum Size ......................................................... 18 Logo Color Variations ..........................................................................19 Logo Misuse .......................................................................................... 20 Corporate Identity Guidelines Logo Placement ................................................................................... 21

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Introduction

Brand.

What’s a Brand?

What is this guide?

Consistency is key.

A brand is more than a just name or a logo.

It is more than a logo on a box.

And more, ultimately, than what the box contains.

This guide is an overview of product and brand assets for Variable, Inc. It includes copy blocks, image assets, logo and color guidelines for use in your marketing materials.

Our goal is to make sure that Variable is a brand people can trust. This guide is designed to help you communicate Variable’s brand in a way that is honest, informative, and innovative.

Why is this guide important?

For more information about brand permissions and guidelines, visit:

The guidelines that lead the communications for Variable products and services are part of a much larger effort — to build awareness, understanding and faith in the NODE+ brand and Variable products and services. We built the Variable brand to last.

Corporate Identity Guidelines

Users around the globe actively use NODE+ to track, share and communicate data from the world around them. As that number grows, and new people in new markets begin to integrate with the NODE+ platform, delivering a clear and consistent message is vital.

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www.variableinc.com/brandpermissions.

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HN

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I N N O VA T I O

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M CON S U ER

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We create sensor platforms that connect apps and smart devices to the real world in new ways.

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OUR VALUES

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OUR SECTORS

Corporate Identity Guidelines

Informative

More interactive — we seek to innovate, educate and inform the world around us — in new ways.

With an open API, imagination, and engineering, the possibilities are endless.

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OUR PROMISE

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We believe effective experiences are:

We are readily available to answer questions and offer support to the customer any time, anywhere and on their medium of choice.

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E D U C AT I O N

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COL OR

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Our brand should engage our audience in an effective and meaningful way.

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Available

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Variable enables people and organizations to engage with the world around them in new ways.

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The Variable Brand Promise

Personalized

Interactions and transactions are easy. Our products are modular, with unlimited sensor capabilities to fit your needs.

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The Variable Brand Personality Brands, like people, have personalities.

The most successful brands understand that a distinctive personality can not only make a brand promise more believable, but It also can make a brand and its promise more meaningful, enhancing its value and building customer loyalty.

The Variable Brand is:

Innovative We are highly creative and strive to sense the world around us in ways that no one has done before.

Confident The Variable brand is focused on the task at hand. It knows it can exceed your expectations.

Approachable The Variable brand is a tool — a resource that you can depend on. It is strong, trustworthy and likeable.

The Variable Logo

The Variable Logo The Variable Brand The Variable corporate logo is a representation of our company, our people, and our brand to the world.

It is a valuable corporate asset that must be used consistently in the proper, approved forms.

The Variable logo is a considered piece of artwork. The proportion and arrangement of wordmark have been carefully determined.

The logo should never be typeset, recreated or altered. These changes prove inconsistencies that dilute the impact of the brand’s power.

Corporate Identity Guidelines

There are two versions of the Variable logo - 1) The standard logo 2) The Variable “icon�

The Variable Standard Logo

The Variable Icon

The Variable standard logo should be used as an introduction of the Variable brand on communication.

The Variable icon should be used as an symbol of the Variable brand on the web, as a social media icon.

For instance, on Facebook, Linkedin, Instagram and Flikr brand pages.

Standard Logo purposes: 1. To open or close a piece: i.e. bottom of datasheet or brochure.

2. Branded Merchandise: i.e. Shirt, pen, bag, document or web page.

3. By third parties, under license only (partner communications, co-marketing, sponsorships, etc).

Variable Icon

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Standard Logo

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Clear space and minimum size Clear Space

Minimum Size

To preserve the Variable logo’s integrity, always maintain a minimum clear space around the logo.

The Variable standard logo and icon retains its visual strength in a wide range of sizes. However, when the logo is reproduced in print too small, it is no longer legible and its impact is diminished.

This clear space isolates the logo from competing with graphic elements such as other logos, copy, photography or background patterns that may divert attention.

The minimum clear space for the Variable logo and the Variable Icon is defined as the height of the “V” in the wordmark.

The minimum size of the logo for print is determined by the width of the Variable wordmark, which should not be reproduced in a size smaller than 1.75”in width for the standard logo, 0.5”in width for the Variable icon, as illustrated.

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The Variable Icon Clear Space

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Variable Logos Minimum Size

This minimum space should be maintained as the logo is proportionally enlarged or reduced in size.

Corporate Identity Guidelines

Standard Logo Clear Space

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1.75”

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0.5”

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Logo Color Variations Logo Color Variations The Variable logo can be reproduced in color whenever necessary.

For specific color values to use when reproducing the logo (spot or PANTONE®, 4-color process, Gradient, RGB), refer to the Color Palette section.

White is the most effective background on which to reproduce the color logo because it provides a clean, crisp contrast for each logo’s color and elements.

Corporate Identity Guidelines

If color reproduction is not available or is not a feasible option, the logo should be reproduced in solid black or as a full-reverse in white out of a color background.

When the Variable logo is placed on a photographic image, the image behind the logo must be light enough to provide contrast for the positive logo or dark enough to provide contrast for the reverse logo.

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Gradient logo, Spot logo, 4-color logo, RGB logo – for use on white backgrounds or where there is sufficient contrast between the logo and the background for reproduction.

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Black logo – for use when color reproduction is not an option.

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Full-reverse logo- for use when full color reproduction is not a feasible solution on dark or black backgrounds.

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Grey logo PMS® Cool Grey 9 – for use when color reproduction is not an option.

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Black logo – for use on light colored photographic images.

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Full-reverse logo – for use on darkly colored photographic images.

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Logo Misuse Logo Misuse Incorrect use of the Variable logo compromises its integrity and effectiveness. The examples of logo misuse below are only a small sample of possible misuses of the Variable logo.

To ensure accurate, consistent reproduction of the Variable logo, never alter, add to, or attempt to recreate it.

VARIABLE ™

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Do NOT place a pattern within the logo.

Do NOT change the color of the logo.

Do NOT outline the logo.

Do NOT typeset the wordmark.

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WIRELESS SENSORS Do NOT stretch or distort the logo.

Do NOT combine the logo with other unspecified text..

Do NOT apply effects (drop shadow, bevel and emboss, glow)

Do NOT watermark the logo.

Do NOT display the logo at smaller than minimum size.

Do NOT superimpose the logo on top of a busy graphic or photograph.

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Always use the approved digital artwork, available from Variable, Inc. Marketing Communications or from the the variable partner site:

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Do NOT tilt or change the orientation of the logo.

Do NOT combine the logo with other graphic effects or shapes.

www.partners.variableinc.com

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Logo Placement Logo Placement

Primary Placement

Secondary Placement

Spacing for Primary Placement

Whenever possible, the Variable logo should appear in the lower righthand corner, in full color, on a white background. Consistent placement in this location on communications materials helps build awareness of the Variable brand.

Clear space from the bottom and right edge is equal to three times the height of the letter “V,� as illustrated in the diagram. If the logo cannot be placed in the lower right corner, an acceptable alternate placement is the top left corner.

Spacing for Secondary Placement

Be sure to maintain the same amount of clear space from the top and left edges.

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The NODE+ Logo System

The NODE+ Logo System The NODE+ Logo System

The NODE+ Brand The NODE+ logo system is a modular representation of our product. The NODE+ sensor platform allows the user to perform many functions simultaneously.

The logo should never be typeset, recreated or altered. These changes prove inconsistencies that dilute the impact of the brand’s power.

This logo system is modular, allowing expansion as the user combines modules with the platform.

NODE+ Logo

It is a valuable corporate asset that must be used consistently in the proper, approved forms.

Single Sensor Wordmark

The NODE+ logomark and single sensor wordmarks are carefully considered pieces of artwork. The proportion and arrangement of each piece have been carefully determined.

Corporate Identity Guidelines

The NODE+ Logo should be used as an symbol of the NODE+ brand in print and on the web, as

an opening, or introduction to the product.

Multiple sensor wordmarks can be used in combination with the NODE+ Logomark.

NODE+ Logo System

myNODE app Logo

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Clear space The NODE+ Logo Clear space

Clear space To preserve the each NODE+ logo’s integrity, always maintain a minimum clear space around the logo.

The minimum clear space for the myNODE logo is defined as the height of the “N” in the NODE wordmark.

This clear space isolates the logo from competing with graphic elements such as other logos, copy, photography or background patterns that may divert attention.

The minimum clear space for a single sensor wordmark used independently is defined by the height of the tallest letter within that wordmark. For example, the minimum clear space for chroma is defined as the height of the “h” in the chroma wordmark.

The minimum clear space for the NODE+ logo and the NODE+ logo combined with a single sensor is defined as the height of the “N” in the NODE+ wordmark.

This minimum space should be maintained as the logo is proportionally enlarged or reduced in size.

Corporate Identity Guidelines

The single sensor wordmarks should only be used independently when marketing a single module by itself, if applicable. Otherwise, single sensors should be used at modular pieces od the NODE+ Logo system.

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The NODE+ Logo System Clear space

Single Sensor Logos and myNODE app Clear space

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Minimum size Minimum size The NODE+ Logo system retains its visual strength in a wide range of sizes.

However, when the logo is reproduced in print too small, it is no longer legible and its impact is diminished.

The minimum size of the any of the NODE+ branded logos, for use in print or on the web are determined by the height of the NODE+ wordmark, which should not be reproduced in a size smaller than 1/4, or 0.25” in height.

This minimum size ensures that each logomark and wordmark remains legible, and builds brand assurance.

Corporate Identity Guidelines

The NODE+ Logo Minimum size

The NODE+ Logo System Minimum size

Single Sensor Logos and myNODE app Minimum size

1/4”

1/4”

1/4”

1/4”

1/4”

1/4”

1/4”

1/4”

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1/4”

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Logo Color Variations Logo Color Variations The NODE+ logo system and each of its modular parts can be reproduced in color when applicable.

For specific color values to use when reproducing the logo (spot or PANTONEÂŽ, 4-color process, Gradient, RGB), refer to the Color Palette section.

White is the most effective background on which to reproduce the color logo because it provides a clean, crisp contrast for each logo’s color and elements.

If color reproduction is not available or is not a feasible option, the logo should be reproduced as a full-reverse in white on a darker background.

Gradient logo, 4-color logo,– for use on white backgrounds or where there is sufficient contrast between the logo and the background for reproduction.

When a NODE+ logo is placed on a photographic image, the image behind the logo must be light enough to provide contrast for the positive logo or dark enough to provide contrast for the reverse logo.

Reverse logo, NODE plus mark remains full color- for use when full color reproduction is not a feasible solution on dark or black backgrounds.

Corporate Identity Guidelines

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Logo Misuse Logo Misuse Incorrect use of the NODE+ logo system compromises its integrity and effectiveness. The examples of logo misuse below are only a small sample of possible misuses of the NODE+ logo system.

To ensure accurate, consistent reproduction of the each NODE+ logo, never alter, add to, or attempt to recreate it.

Always use the approved digital artwork, available from Variable, Inc. Marketing Communications or from the the variable partner site:

NODE+chroma™ Do NOT rearrange any parts of the logo.

Do NOT change the color of the logo.

Do NOT outline the logo.

Do NOT typeset the wordmark.

COLOR SENSORS Do NOT stretch or distort the logo.

Do NOT combine the logo with other unspecified text..

Do NOT apply effects (drop shadow, bevel and emboss, glow)

Do NOT watermark the logo.

Do NOT tilt or change the orientation of the logo.

Do NOT combine the logo with other graphic effects or shapes.

Do NOT display the logo at smaller than minimum size.

Do NOT superimpose the logo on top of a busy graphic or photograph.

www.partners.variableinc.com

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Logo Placement Logo Placement

Primary Placement

Secondary Placement

Spacing for Primary Placement

Whenever possible, the NODE+sensor logos should appear in the top righthand corner, in full color, on a white background. Consistent placement in this location on communications materials helps build awareness of the Variable brand.

Clear space from the top and left edge is equal to three times the height of the letter “N,� as illustrated in the diagram.

If the logo cannot be placed in the top left corner, an acceptable alternate placement is the bottom right corner.

Spacing for Secondary Placement

Be sure to maintain the same amount of clear space from the top and left edges.

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Visual Identity

Corporate Identity Guidelines

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Modular.

The Variable brand’s graphic style is a modular system of elements that visually represent the endless capabilities of the NODE+ platform.

This is illustrated through color, photography, typography, and communication.

Variable and the NODE+ logo system allows for a logical expansion, the ability to use multiple sensors on a single device. Each NODE+ logo allows for expansion, as NODE+therma+clima, etc. may be used on the same device.

When applying the Variable brand’s visual elements, especially photography, it is important to distinguish between Business Marketingoriented and End-User focused applications when possible.

Corporate Identity Guidelines

Business Marketing-oriented materials are materials that promote Variable solutions to a typically more enterprise-oriented audience (i.e., line of business, executives, and developers).

End-User refers to Variable products and services marketed to individual consumers. Because communications for Variable products and services can often differentiate between these two areas, slightly different design styles are recomended.

Business Marketing communications should emphasize Variable products and services expertise and commitment to corporate clients.

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Business Marketing photography should reflect the technological benefits that Variable products and services promote.

End-User applications should communicate the uses and advantages of the NODE+ brand. EndUser Photography should focus more on products and the individuals who use them.

Always keep in mind which market segment a design is meant to communicate with, and apply the Variable brand’s identity guidelines to create the most effective application possible.

Remember, these are guidelines, not strict rules.

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Color Palette Color Palette

NODE+ gradients

The NODE+ logo system and each of its modular parts can be reproduced in color when applicable.

Blue plus gradient

The NODE+sensor logos are a combination word and logo mark. The plus logo mark is standard in blue plus gradient. This blue encompasses all NODE+ standard products. NODE+ pro line products are indicated by the orange gradient plus logomark. Likewise, single use NODE+ sensors are indicated by the green plus gradient logomark.

Linear Gradient PMS Reflex Blue

We’ve defined a core set of colors for you to start with. When pairing colors together, use a combination of vibrant and neutral colors, not all vibrant or all neutral. The colors after show that you can use the colors at various values.

Corporate Identity Guidelines

PMS Process Blue

Orange plus gradient

Linear Gradient PMS 172

NODE+ gradients are to be uses as an accent, in typography, background color, and in the plus logomarks.

50% Left to Right

PMS 2745

CMYK 82,89,0,2

RGB 81,63,150

PMS 2985

CMYK 58,4,2,0

RGB 87,193,232

PMS 370

CMYK 65,26,100,9 RGB 100,140,26

PMS 376

CMYK 55,3,100,0

RGB 130,188,0

PMS 3965

CMYK 55,3,100,0

RGB 130,188,0

PMS 172

CMYK 0,86,99,0

RGB 255,70,18

50% Left to Right PMS 1505

PMS Cool Grey 10

Green plus gradient

Linear Gradient PMS 370

50% Left to Right PMS 376

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Typography

PF DIN DISPLAY PRO

Simple and plainspoken

MODERN YE T F RIENDLY supremely legible and technical with personality

timeless and refined

PAIRS WELL WITH “TORQUE” T YPEFACE IN NODE LOGO

versatile in a variety of weights Corporate Identity Guidelines

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Stationery / Business Cards

Variable, Inc. 100 Cherokee Blvd., Suite. 327 Chattanooga, TN 37405 Office: 423.531.6155 Toll Free: 888.568.8588

Business card (front/back) TM

Variable, Inc. 100 Cherokee Blvd., Suite. 327 Chattanooga, TN 37405 Office: 423.531.6155 Toll Free: 888.568.8588

Designer and Manufacturer of the NODE Platform for Smart Devices

Envelope Letterhead

Corporate Identity Guidelines

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Branded Merchandise Branded Merchandise As individuals who are responsible for creating Variable clothing and premium gifts, you are positioned to ensure that the Variable™ brand is consistent and effective across all items distributed to customers and employees. Here are a few things to keep in mind when creating Variable™ branded items: • Use the Variable or NODE+ logo provided as artwork by the Variable Marketing Department.

Clothing Clothing can use the Variable Standard logo or the NODE+ product logo. If using more than one type of imagery, ensure product names, and the corporate logo have adequate clear space or keep them separate from each other.

Clothing If promoting the NODE+ brand, the Variable logo should be placed on the sleeve of the garment, no larger than 1.75” in width. All accompanying copy should be typeset in the “PF Din DIsplay Pro” or “Torque” fonts.

• Use the product identity and logotypes provided provided as artwork by the Variable Marketing Department.

• Use the corporate typeface of “PF DIN Display Pro” or “Torque” in combination with the logo.

• Consider using a preferred vendor: 1. BrandVia - www.brandvia.com Contact: Doug Kahl - doug.kahl@brandvia.com 2. 127 Press - https://www.facebook.com/127press Contact: Casey Whitaker - 127press@gmail.com • Provide these guidelines to your vendors. And always send your design to marketing@variableinc.com for review before going into production.

Corporate Identity Guidelines

Coffee cups Coffee cups can use either the Variable logo or the NODE+ standard logo. When using either logo, be sure they are in full color and centered on the mug.

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Beverage Containers When using either logo, be sure they are in full color, or etched if applicable. They can be placed centered horizontally, or large vertical for thermos.

Golfballs Golfballs and similiar items should use the Variable standard logo and be centered on the ball.

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Branded Merchandise Cont’d.

Caps The Variable logo should be used if it’s the main image on the face of the hat—reversed version on dark background; standard on light. Use the minimum clear space rules when applying the Variable logo to clothing, ensuring that it does not cause problem with seaming, or interfere with legibility of artwork.

Caps The Variable logo should be used if it’s the main image on the face of the Bag—reversed version on dark background; standard on light. Use minimum clear space rules when applying the Variable logo to a bag or container.

Writing The Variable logo should be used on writing utensils, in full-color on a light background, and full-reverse on a dark background utensil.

Variable™ Wireless Sensor Platforms for Smart Devices

Variable™ Wireless Sensor Platforms for Smart Devices

Notebooks The Variable logo should be used on writing utensils, in full-color on a light background, and full-reverse on a dark background, either centered vertically, or lower right hand corner. Notebooks can be ordered in Grey, Blue, White or Black.

Corporate Identity Guidelines

Small items Small items such as pens and jump drives should use the standard logo set horizontally for maximum legibility. The logotypes may be etched into metal objects like pens or jump drives. Light objects should display logo in fullcolor or PMS Cool Grey 9. Dark colors should display logo in full-reverse.

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Notepads Notepads are a great use for the Variable logo. It can live in the top left or bottom right corners of the pad, full color as displayed above.

Notepads should feature a blue or white header.

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Imagery Imagery Dynamic imagery brings the full range of the Variable brand to life — from the NODE+ platform to the endless capabilities of the NODE+ sensor modules. Not all photos must include people, but when they do, individuals should appear naturally engaged using the NODE rather than formally posed.

Please keep the following guidelines in mind when creating and using photography and illustration for Variable communications: Use photography or illustration that is appropriate for the content, tone, audience and production level.

Use bold, bright images. When the budget doesn’t allow for custom-created imagery, use typography and color rather than “stock” art to enliven the design.

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