Inside

Transcription

1

2 Inside

3 Welcome to the Office brand

4

5 Brand promise

6 The Office brand is the foundation for all expression Visual identity Digital / social media Naming Direct marketing Packaging Communications Product description User experience Point of sale Customer service Distribution Public relations Promotional material

7 What is a brand promise? A brand promise is: A brand promise is NOT: A long-term strategy A succinct phrase that expresses our point of view and role in the marketplace Simple, memorable, actionable, aspirational A tagline or external copy A mission statement An advertising campaign Explicitly stated externally The greater purpose for the organization The overall benefit that directs employee behavior

8 Office has always made work work better Now our purpose is to make life work better Now Office allows users to get things done from just about anywhere on any device.

9 Our brand promise

10 Bringing our promise to life Life is messy. Personal doesn t stay at home, and work doesn t wait in the workplace. Across your devices -- at work, at home, or anywhere in between Office liberates you and your ideas so you can get stuff done, from just about anywhere. Do what you love. From to-do lists to honey-do lists, from school work to homework, from novels to Nobels, Office inspires you to love what you do. Go it alone. Or go it with others. Office has given you the most empowering tools in the world, tools like Word, Excel, and PowerPoint. But now, Office goes with you, out into the world, connecting you with others along the way. So you can all love what you do. That s because Office has always made work work better. Now we re here to make life work better too. At the end of the day, when all is said and done, Office is your ally helping you do ordinary and sometimes extraordinary things faster, easier, and more efficiently. Office. Work wonders. Click here to view our brand video

11 Doing your best Approaching life with a can-do attitude Making things easier through the touch of ingenuity Inviting social Doing what matters to you in and out of the workplace Your life, your work, your life s work 11

12 Work wonders One external expression of our brand promise is our Work Wonders campaign: Imagine what you can accomplish with Office 365. Work can be fulfilling, energizing, inspiring. To work is one thing. To work wonders is quite another. Work Wonders celebrates people who are redefining work on their terms, unleashing their ideas, making change and making a difference. Work Wonders is a rally cry that celebrates their collaborative achievements, both big and small, from the simple to the sublime.

13 Our brand strategy on a page Brand promise: Let s Make Life Work Better. What we do: Elevate the doers People are our heroes, not Office Inspire the journey; celebrate the destination Real people use Office and celebrate the results the little things along the way to the big wins Liberate people and ideas Reflect our users free spirit and unbounded potential; never confined or tied down

14 Strengthening Office and Microsoft By elevating the Office brand, we further enhance the equity of the Microsoft brand and strengthen the business overall Empowering people to achieve more delivering on the Microsoft brand promise and mission Keep elevating the doers Complete the move to cloud Continue to build emotional connection And connecting with Microsoft Strive for ever-closer integration for the benefit of users by becoming One Microsoft Provide tools for unleashing innovation in everyone on the planet delivering on the Microsoft brand promise Enable people and businesses throughout the world to realize their full potential achieving our mission

15 How we got here

16 The world is changing Explosion of adoption a smarter, healthier you, a smarter, more efficient home Consumers are collaboratively shaping and influencing products Personal, data-driven productivity software and hardware. Tracking and using life stats for self-improvement and social status Enterprise social networks will become the primary communication channels for noticing, deciding or acting on information relevant to carrying out work. Creativity becomes critical for success in every business and in life The next generation will deploy feminine leadership and values. The most innovative will emphasize cooperation, long-term thinking, and flexibility 16

17 The market is responding to those changes 17

18 Then and now Then Our industry has a history of being siloed between offerings and services, divided into segments. As the world and customer demands evolve, we take on a holistic, industry-wide approach. We aim to create connected, user-friendly experiences, regardless of who our users are and which platforms they use. Now 18

19 Office generally stands for functional benefits Office has historically focused on its strength as the best productivity tool, and emphasized the functional benefits that go along with it. Because of this, we have been perceived as the brand that excels in functional attributes, rather than emotional. We need to do both well. 19

20 Brand promise Outlines the role we play in our users lives Visual identity Verbal identity Products and services Brand experience 20

21 Personas To better connect with people, we need to understand who we re talking to

22 Young professionals Next-generation workers are key drivers of the consumerization of IT Heavy users of Apple, Google, Dropbox, Evernote and related apps Early adopters of new technology High-tech spend with broad influence among peers 22

23 Meet Kat 25 years old I d be super excited if Office helped me... Manage my life I m constantly thinking about my limited amounts of money and time. I m always trying to squeeze more into the day. Find others who share my interests I like to try new things, especially with other people. Express myself, digitally I need to be in complete control of what I share. But when I do want to share something, I want to do it creatively. Do things in groups At work and with friends. 23

24 Moms Key influencers of household technology Families are the largest consumer segment and opportunity to grow share An opportunity for compelling new experiences across work and home 24

25 Meet Anna 30-something I d love it if Office helped me... Keep my family organized Right now, juggling schedules is tough. I need a better way to coordinate everyone. Manage the information in my family s life We generate a ton of stuff (photos, documents, notes). Help me be the family historian. Stay in touch with friends, extended family and coworkers It s hard to find time to connect and hard to sort through the noise. Fit in me time Help me be opportunistic about taking quick moments to escape. 25

26 Students A new computer is usually purchased by or for a student before university This is usually the largest purchase made in his life Adding Office to that purchase is important for our business Many have already tried or use Google docs Willing to experiment with new technology 26

27 Meet Mike 19 years old I d be pumped if Office helped me Do many things at once I m constantly switching between different devices, apps, and services. Be truly mobile I rely on my phone to stay connected. Remember things at the right time It d be great to be able to use my phone to capture anything and everything, then easily find the info when I need it later. Work with classmates Scheduling is such a hassle, and merging our work is even more painful. 27

28 IT managers Most influential audience for many of our enterprise software offerings Heavily involved in the entire IT purchase process Largely influenced by demo-ing tools from software vendors Growing pressure to support consumer technology 28

29 Meet Rob 48 years old I need Office to help me... Keep things running smoothly My organization is dependent on its data and systems. There is no room for error. Keep content secure I worry about sensitive data leaking, but creating compliance reports is a tedious process right now. Communicate the business value of new technology I need to communicate in a way that makes sense to leadership. Manage change I d be delighted if I could manage the rollout of changes to my company on my terms and timeline. 29

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31 Voice is the way we express ourselves in words 31

32 Our voice conveys the role of Office What an ally doesn t do: Doing what matters most to you, quickly and easily. Clarity, because we say what we mean and mean what we say. Working together and always supporting you. Making your world a little bit better. Discovery, because every day is an opportunity to learn something new. Moving forward and feeling inspired. We never overpromise. We let you dream big, but we have our feet firmly planted on the ground. We match our possibilities with real practicalities. We don t make a lot of jokes: We use humor sparingly. And when we re funny, we re subtle. We re never offensive, silly or slapstick. We re not mean-spirited or defensive when it comes to others, including the competition. We don t have to put others down to show what we can do.

33 The Office voice principles inform how we say what we say Our voice is always human We write the way we talk: naturally. We use honest, everyday language the words you use when talking to a friend. Our language is simple and direct We default to short words, short sentences. We lead with what s most important. We eliminate anything that s not essential. We re empathetic and helpful Our voice means never having to read something twice. You know we re on your side. You re inspired to move forward. 33

34 Voice guidance: Dos

35 Voice guidance: Don ts Make Office the hero We re here to help our customers and put them first. Overpromise Pick out tangible details to make ideas and statements come to life. Bury meaning Use language that feels distant or unapproachable Avoid jargon, acronyms, and robot-speak. Be a know-it-all Be vague or too bossy Keep things short, simple, and easy to understand. Add to customers workload Keep language crisp and clear so they can keep moving. 35

36 Writing best practices

37 Our sonic principles support our role as an ally

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39 Visual principles

40 Visual elements

41 Visual elements

42 Logos and icons

43 Using the Office brand logo

44 The threshold symbol

45 Using the threshold symbol x x x x x x Print: 0.2" (5 mm) Screen: 15 px

46 Example

47 Always include the Microsoft logo

48 Let the logos breathe

49 Logo with trademark symbols

50 Orange is the preferred logo color

51 The gray and black logos are for limited use Cool Gray 11 C0 M0 Y0 K80 R80 G80 B80 Black C0 M0 Y0 K100 R0 G0 B0

52 Logo don ts

53 Logo relationships

54 Microsoft logo and Office logo relationship

55 White field guidance

56 Logo placement See pages for logo placement exceptions

57 Exceptions: Adapting the white field

58 Full-width white field exceptions

59 Logo spacing in extreme small-scale formats

60 Large scale and width exception

61 Representing our portfolio

62 Naming convention and logos for offerings Office 2013 suites Office 2013 RT Office 365 plans Office Online Office Mobile Office for ipad Logo use Text in Microsoft context Office 2013 (category) Office 365 (category) Office Online (category) Office Mobile (category) (e.g., Office.com, Microsoft.com) Office Home & Student 2013 Office Home & Business 2013 Office 2013 RT Office 365 Personal Office 365 Home Word Online Excel Online PowerPoint Online Office Mobile for iphone Office Mobile for Android phones Office Mobile for Windows Phone First Reference in non- Microsoft environments (e.g., app stores, Amazon.com) Microsoft Office 2013 (category) Microsoft Office Home & Student 2013 Microsoft Office Home & Business 2013 Microsoft Office 365 (category) Microsoft Office 365 Personal Microsoft Office 365 Home Microsoft Office Online (category) Microsoft Word Online Microsoft Excel Online Microsoft PowerPoint Online Microsoft Office Mobile (category) Microsoft Office Mobile for iphone Microsoft Office Mobile for Android phone Microsoft Office 2013 RT

63 Using app icons and logos

64 App logotypes, icons, and lockups Standard-size lockup 88 pixels high Small-format app lockup 30 pixels high

65 Localization of our brands, names, and terms

66 Typography

67 Use Segoe Pro Light for all headlines

68 Typography basics

69 Color

70 Color and apps The color palette that we use across all of Microsoft has been updated. There are three important reasons for this update: With the integration of the Lumia product line, we need to accommodate a broader range of experiences into a single color palette For accessibility, we need to adhere to 4.50:1 contrast ratios For consistency, we need to accommodate the new Microsoft 4-color logo into all marketing materials

71 Office marketing colors Yellow R255 G185 B0 HEX #FFB900 C0 M25 Y100 K0 PMS 124 C, 7406 U Orange R216 G59 B1 HEX #D83B01 C0 M75 Y100 K0 PMS 166 Red R232 G17 B35 HEX #E81123 C0 M100 Y100 K0 PMS 185 Magenta R180 G0 B158 HEX #B4009E C25 M100 Y0 K0 PMS 241 Purple R92 G45 B145 HEX #5C2D91 C80 M100 Y0 K0 PMS 268 Blue R0 G120 B215 HEX #0078D7 C100 M30 Y0 K0 PMS 3005 Mid Blue R0 G24 B143 HEX #00188F C100 M75 Y0 K0 PMS 286 Teal R0 G130 B114 HEX # C100 M0 Y50 K25 PMS 3295 Green R16 G124 B16 HEX #107C10 C75 M0 Y100 K0 PMS 362 Dark Green R0 G75 B28 HEX #004B1C C95 M45 Y100 K50 PMS 3435

72 Colors in product

73 Photography and imagery

74 Photography Our photography tells a story about the breadth of individuals using Office and our shared liberation from our desks to reach a variety of outcomes. We tell these stories by capturing authentic moments in a range of detail, from product to people to places. These different types of images have unique strengths for different purposes, allowing us to tell rich, fully realized stories about the individuals using our products. 74

75 Photography spectrum

76 Product photography

77 People photography

78 Our art direction has objectives How? How? How? How?

79 Objectives in action

80 Layout

81 Animation and video

82 Animation brings the Office brand to life

83 Animation and video

84 Our video guidelines Contacts:

85 Video end card Please contact to request the Office video end card.

86 Visual don ts

87 Visual don ts Don t use tiles Use full bleed color or photos instead Don t use illegible type on images Choose another photo or layout Don t use unapproved colors Use the Microsoft color palette and the right Office app color for product-specific messages Don t use unapproved fonts Use our proprietary Microsoft Segoe Pro family Don t use colored type on color Knock type out to white on a color background

88 Showcase

89 Collateral Collateral 89

90 90 Experience

91 Summary

92 The Office brand snapshot Brand promise: Let s make life work better. Elevate the doers Inspire the journey; celebrate the destination Liberate people and ideas Voice principles: Office is an ally. Our voice is always human Our language is simple and direct We re empathetic and helpful Visual principles: Provoke, then sell Tell stories Show benefits Products reflect people Less is always more

93 Contact and resources

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95 Our voice in action

96 cancellation

97 Customer services script Explore solutions: Discover what matters: All of that could sound like this Make connections

98 Excel application page

99 OneNote.com Work together Team up, better than ever

100 Social Twitter exchange Joe: Joe: Office: Office: Joe: Office: Joe: Office: Joe: Office:

101 Social Facebook post

102 Support Using a PC? Using a Mac?

103 2014 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.