1 BRAND GUIDELINES Version
2 CONTENTS 03 Introduction 04 Brand Positioning 05 Logo 17 Tagline 19 Color 22 Typography 25 Photography 27 Applications BRAND GUIDELINES Version
3 3 INTRODUCTION The new Guidance Software The visual representation of the principles that make up the Guidance brand is made up of a number of core elements, business decisions and strategic agreements creating a distinctive look and feel that is immediately recognizable. The following pages in this guide set a standard that will assist creative professionals and our partners in designing and producing dynamic and powerful communications that will be associated with the Guidance brand. As such, it is essential that these elements be used consistently and continuously used according to these standards whenever possible.
4 4 BRAND POSITION From beginning to endpoint. Guidance provides a mission-critical foundation of applications and services that companies and governments depend upon to secure their digital environments from internal and external threats including the devices that access them and the valuable information stored within. We help data security professionals find and neutralize threats. We re the trusted partner of law enforcement and legal professionals because our forensics and electronic discovery applications help them perform successful investigations and win cases. We get digital chaos under control and conquer any data security challenges with lightening fast intervention. The goal is for our clients and their customers can go about their business without fear or disruption, knowing their most valuable information is safe and secure from beginning to endpoint.
5 5 LOGO Our mark The Guidance logo is one of the first things about the brand to be noticed and remembered and therefore it is critical to create familiarity by adhering to these rules and responsibilities. It is to be reproduced ONLY in the fonts, relative positioning and color specifications that appear on the following pages. Do not substitute the prescribed blue-gray, orange or black options with any other colors, including those found in the secondary color palette. The two-color version is preferred for use in most applications. The other options should be used only when circumstances (aesthetic, technical or otherwise) prevent the use of the preferred version.
6 6 Logo Design & Usage Standard Version LOGO There are four versions of the logo that should only be used horizontally. The full color, positive logotype is preferred and should be used wherever possible. To ensure legibility and optimum reproduction quality in all printing and digital applications the logo color chosen should always contrast with the background. The logo can be used without the tagline when space, usage or preference calls for economy. Legal disclaimer: When the logo is used without the tagline, the registered trademark symbol ( ) should be used and placed in the size and location as shown.
7 7 Logo Design & Usage From beginning to endpoint. Tagline Version LOGO When using the logo with the tagline all of the rules for color and background choice are still applicable. The font usage for the tagline is not to be changed, altered or enhanced for any reason. If the chosen font is unusable for any reason, use the version of the logo without the tagline. The prescribed position, relative size and spacing should not be deviated from for any reason otherwise, choose a logo version without the tagline. Legal disclaimer: When the logo is used without the tagline, the registered trademark symbol ( ) should be used and placed in the size and location as shown.
8 8 Logo Design & Usage G BUG LOGO Use of the bug on its own is allowed, however, it should never be a complete stand in for the logo. It can be used as a way to brand deeper pages in a multi-page document where the full guidance logo has already appeared. It may also be used on its own on apparel or giveaway items, but the name Guidance Software must appear elsewhere on the item; eg. as a text treatment on the back of a hat where the bug appears on the front. When using the bug, all of the rules for color and background choice are still applicable.
9 9 Logo Clearance From beginning to endpoint. The full color, positive logotype is the The full color, positive logotype with preferred version and should be used tagline locked up is the preferred Clear Space wherever possible. The clear space around the logotype on all sides should be equal to the height and width of the Guidance Arrow. This will allow for Clear Space with Tagline version and should be used wherever possible. The clear space around the logotype on all sides should be equal to the height and width of the Guidance maximum legibility and impact. Arrow. This will allow for maximum legibility and impact. LOGO LOGO
10 10 Logo Minimum Sizes (Digital) From beginning to endpoint. 150 pixels in width 200 pixels in width Minimum Size Digital To ensure legibility and impact, the minimum size for the logo without the tagline is 150 pixels Minimum Size with Tagline Digital To ensure legibility and impact, the minimum size for the logo with the tagline is 200 pixels in width. in width. LOGO LOGO
11 11 Logo Minimum Sizes (Print) From beginning to endpoint inches in width 2 inches in width Minimum Size Print To ensure legibility and impact, the minimum size for the logo without tagline is in width, at 300 dpi. Minimum Size with Tagline Print To ensure legibility and impact, the minimum size for the logo with the tagline is 2 in width, at 300 dpi. LOGO LOGO
12 12 Logo Color Specification Color Specifications The Guidance logo is to be reproduced ONLY in the color specifications that appear on this page. Do not substitute any color for the prescribed Guidance Gray (5405) and Guidance Orange (165) in the white or black PMS 5405 PMS 165 LOGO options even with colors found in the secondary color palette. It is critical to establish the new logo and tagline in the prescribed colors for maximum impact. CMYK 68 / 35 / 17 / 40 RGB 79 / 117 / 139 HEX# 4F758B CMYK 00 / 70 / 100 / 00 RGB 255 / 103 / 31 HEX# FF671F
13 13 Logo Alternative Color Usage Full Color Reversed (for use on dark backgrounds) Grayscale Black White Alternative Color Usage LOGO The full color, positive logotype is preferred and should always contrast with the background. For applications on darker backgrounds there s a white (reversed) version with orange arrow. There are also alternate grayscale and black and white versions of the logo that are acceptable when usage demands a non-color application. In these alternatives, the logo should still ONLY be used horizontally. Legal disclaimer: When the logo is used without the tagline, the registered trademark symbol ( ) should be used and placed in the size and location as shown.
14 14 Logo Partner Lockups Preferred partner lockup example Partner logo lockup example Partner Logo Clearspace Whether locked up with a type treatment or a logo, the clearspace rules apply Usage on a logo wall Ample space is given around the guidance logo Partner Logo Partner Logo Partner Logo Partner Logo Partner Logo Partner lockups All partner names utilize Open Sans Light and should be locked up to the right of the Guidance Logo, preferably separated by a bar. Above is one example of a partner lockup. Please note the size, placement and color of the partner name. LOGO
15 15 Logo Using the arrow SOLVING FOR X Use of the guidance arrow LOGO The arrow in the G of the logo may be used as a design element. It should be used sparingly so as not to lose impact. It should only be used as an emphasis once per application. It should never be used as a replacement for bullet points or flipped to point left or downwards. Proper usage is to frame the word of emphasis over the upper right corner, as shown.
16 16 Logo Improper Usage DO NOT remove the trademark symbol DO NOT apply effects DO NOT rotate or use at an angle From beginning to endpoint. DO NOT change the logo colors DO NOT skew or stretch From beginning to endpoint. DO NOT move or adjust the tagline Improper Usage LOGO It is extremely important that the Guidance brand identity and other graphic elements be displayed correctly. This includes always using the correct colors, typefaces, relative positioning and the correct sizes of all graphical elements. The examples on this page are just a few example of unacceptable displays this is by no means an exhaustive list and does not give permission for any alterations not included herein. Legal disclaimer: When the logo is used without the tagline, the registered trademark symbol ( ) should be used and placed in the size and location as shown.
17 17 TAGLINE What we stand for. A tagline is designed to describe the products, services, mission and goals of a company in just a few words. The tagline can be clever, confrontational, descriptive or provocative. Regardless, it needs to create an emotional impact. It needs to be a call to action and it needs to be memorable. From beginning to endpoint. is the Guidance tagline and captures the spirit and personality of our company.
18 18 Tagline From beginning to endpoint. Rationale and Usage TAGLINE The tagline, From beginning to endpoint. encapsulates the overall umbrella of security that Guidance provides for clients with a specific call out to the critically important, endpoint security. Generally the tagline will come after the name/logo to form a complete thought as in Guidance, from beginning to endpoint. It can also be used in specific editorial or ad copy as a descriptor or an ironic exclamation point. It should never be used as a standalone concept. It lives in Metro Nova Pro - Italic and our signature Guidance Orange to add emphasis and offer legiblity.
19 19 COLOR Our color palette. Color is an important element of any brand s identity. Like the iconic red of Coca-Cola and the unmistakable brown of UPS, color helps the audience identify who you are at a glance. The Guidance color palette, as described in usage for the logo, creates a feeling of reliability, commitment and trust, visually reinforcing the dedication that we put into everything we do. Additional variations in the secondary color palette are provided as accents to highlight specific work, products and offerings while providing designers options that align with the brand promise.
20 20 Color Palette Primary and Secondary Color Palette: Primary COLOR Guidance Gray (5405) and Guidance Orange (165) are the main primary brand colors. These four primary colors should be the foundation of any branded designs. Guidance Gray is our most frequently used brand color. The dark hue makes type easy to read. The secondary use of Guidance Orange creates an added value of emphasis. Orange should be used sparingly, for example, in actions, notifications, certain buttons or calls to action. PMS 5405 PMS 165 CMYK 68 / 35 / 17 / 40 CMYK 00 / 70 / 100 / 00 RGB 79 / 117 / 139 RGB 255 / 103 / 31 HEX# 4F758B HEX# FF671F Color Palette: Secondary COLOR Dark Gray (7540) and Cool Gray are supporting brand colors. These two colors should help the foundation of any branded designs. The contrast in hues makes type easy to read. The secondary use of these colors create an added value of a trusted, technology leader. These should be used sparingly, for example, in backgrounds or where needed in open fields or color fills. PMS 7540 PMS COOL GRAY 1 CMYK 41 / 28 / 22 / 70 CMYK 04 / 02 / 04 / 08 RGB 75 / 79 / 84 RGB 217 / 217 / 214 HEX# 4B4F54 HEX# D9D9D6
21 21 Color Palette Tertiary Color Palette: Tertiary COLOR Dark Blue (2955) and Bright Blue (306) are the brand s supporting colors. These tertiary colors should be used lightly in any branded designs. Dark Blue (2955) makes type easy to read, whether it s the color of the copy or the background it s being knocked out of. Bright Blue (306) creates an added value of emphasis. Bright Blue should be used sparingly, similar to Guidance Orange, in actions, notifications, buttons or calls to action. PMS 2955 PMS 306 CMYK 100 / 60 / 10 / 53 CMYK 75 / 00 / 05 / 00 RGB 00 / 56 / 101 RGB 00 / 204 / 255 HEX# HEX# 00CCFF
22 22 TYPOGRAPHY Our brand typefaces. Chosen to represent the brand in all communications that require words or characters, our fonts and typography are an important part of our visual identity. To help ensure that all of our visual communications are consistent, the Guidance brand rests on two specific typography families. Like colors and imagery, fonts play an important role in the visual aspects of a brand. They have been carefully chosen to align with our authentic brand promise of security, commitment and peace of mind. Their use needs to be unconditional in all communications, be they one letter, a few words, a paragraph or an editorial.
23 23 Typography Typefaces Logotype Font Metro Nova Pro Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Subline / Callout Open Sans Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Headline Metro Nova Pro Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Body Copy Open Sans Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Our Brand Typefaces TYPOGRAPHY Simple, yet distinct, the typefaces that represent Guidance are choices that will set the brand apart from all of our competitors. They are both modern and traditional with an ironic nod to the need for security for businesses and how it has evolved. In the digital age detection, protection and prevention have evolved from the need for man power to need for brain power, as the complexity of threats have evolved from the physical to the technical.
24 Endpoint Security Endpoint Security 24 Typography Product Typography EnCase Endpoint Security PRODUCT TYPE TREATMENT - Open Sans Bold color PRODUCT on bluetype TREATMENT - Open Sans Bold color PRODUCT on bluetype TREATMENT - Open Sans Bold White Portable Tableau ediscovery Endpoint Security Portable Tableau ediscovery Endpoint Security Tableau Portable ediscovery Endpoint Security Portable Enterprise ediscovery Forensic Portable Enterprise ediscovery Forensic Portable Enterprise ediscovery Forensic Enterprise Enterprise Enterprise Product Typography Forensic TYPOGRAPHY All product names utilize Open Sans Bold and should always Forensic include the supporting signature in order to maintain brand recognition. If the product name is being used with prominent Guidance branding, the endorsement can be omitted. Product names that are registered trademarks of Guidance should be appropriately marked. Above are the six designated colorways that our product names can appear in. Please note the size, placement and color of the signature endorsement. Forensic
25 25 PHOTOGRAPHY Imagery style and composition. Guidance understands that fear is a major component in the business of cyber security. But unlike our competitors our visual communications need to reflect a buffer against fear rather than a provocation of fear. All photography should feel smart, savvy and high tech showing people engaged in purposeful interactions. Photography should reflect a sense of calm, with people fearlessly attacking their workday with the confidence that they are secure. People should be smiling creating relationships that provide the peace of mind needed to conduct business in an atmosphere of trust.
26 26 Photography Imagery Style and Composition Imagery Style and Composition PHOTOGRAPHY The photography and imagery that represents the Guidance brand should inspire collaboration, confidence and peace of mind. It also needs to convey an attitude of forward thinking, problem solving with a high level of humanity and personal touch. Alternatively, technology images associated with the brand should represent big data, and the ever changing landscape of digital endpoints. Stylistically, they should be more abstract with limited colors to reduce distraction and over stimulation. Overall, the message should be: We take something complex and simplify it to help you identify and solve problems. Legal disclaimer: All photography shown herein the brand guidelines is for reference only and is not licensed for public facing marketing communications.
27 27 APPLICATIONS How things look The following are examples of how the brand identity system including the logo, the tagline and the colors could and should be used in usual applications. It is important to align all uses of the identity with the guidelines presented in this book. Any deviation that a particular application calls for should be made with care and a respect for the closest adherence as possible. Banner ads, brochures, posters, campaigns, print ads, websites, video and other forms of marketing communication should create a favorable, long-lasting impression, generating interest and support for the new Guidance brand.
28 28 Applications Tradeshow
29 29 Applications Marketing
30 30 Applications Apparel
31 Get in touch. Headquarters Guidance Software, Inc E. Colorado Blvd. Pasadena, CA CONTACT Toll Free: Main: Fax: 1(866) (626) (626)