Brand Usage Requirements. January 2016
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1 Brand Usage Requirements January 2016
2 1:1 What s a Brand? Simply put, a brand is a company s emotional and perceptual connection with its constituents customers, prospects and partners. A brand represents everything that the company stands for, everything the company does, everything the company is, and to some extent communicates the company s aspirations. A brand is more than a name, much more than a logo, and is established through repeated and consistent interactions with constituents across each and every avenue of communication. Ruckus Brand Usage Requirements, January 2016 Page 2 At Ruckus Wireless, we re very proud of the brand we ve built to this point. We feel it properly represents our promise to our customers that we have the unique ability to deliver the highestperforming wireless products, with the highest value possible, while treating our customers and partners not as purchasers, but as key members of the Ruckus family. Our brand represents our agility, our innovation, our market leadership, and our company culture. We intend to continue to build upon our successes, to continue to hold our customers and partners in the highest esteem, and continue to build a world-class brand. Your brand name exists objectively; people can see it. It s fixed. But your brand exists only in someone s mind. In order to achieve the lofty goal of building an enduring and properly perceived brand, it is essential to establish a conscious, coordinated and consistent approach to all aspects of communication. With continued vigilance in ensuring the strict adherence to our brand standards, we will continue to prove that we deserve the trust and loyalty that our customers have placed in the Ruckus brand. 21 December 2011 We ask that you treat our brand with the same reverence and sentimentality that we do, and adhere to the simple guidelines that we have established. If you have any questions, comments, concerns or suggestions or if you d just like to say hello please us at branding@ruckuswireless.com
3 2:1 The Ruckus Logo The Ruckus logo is comprised of three distinct elements the Ruckus dog icon, the Ruckus wordmark, and the Simply Better Wireless descriptor. While there are three distinct elements, they must be used in a single, unaltered combination with a few exceptions. The Primary Logo is the horizontal configuration shown here, and is produced in Black and Ruckus Orange. Recommended Logo Ruckus Brand Usage Requirements, January 2016 Page 3 2:2 Alternate Logos In some instances, where size and placement of the Ruckus logo are restricted, it is possible to replace the Primary Logo with the Alternate Logo. For instance, if there is a finite amount of space available, and that space is circular, square, or otherwise equally dimensioned in height and width, the Alternate Logo may be used. Additionally, in situations where spatial balance is necessary when placing the Ruckus Logo near other brands, the Alternate Logo may be used. On occasion the elements of the full logo (tagline, trademark) will not scale legibly in these instances use the small scale logo. an example of when this usage is approriate would be any time the logo is needed at sizes smaller than and inch in width such as a pen or other small give away. Stacked Logo In any instance that requires deviation from the Primary Logo, Ruckus approval is required. Simply us at branding@ruckuswireless.com and we ll give you our thumbs up or down post haste. Both Primary and Stacked Logos can be downloaded from our Website all others by request: Small Scale
4 2:2 Alternate Logos - Social Avatar The standard Ruckus logo does not work at small scales. In the case of social avatars and favicons, please use the appropriat icon representation of the logo. However the icon HAS to be used in conjunction with the company name for brand recognition see example to the right. Social Icon Ruckus Brand Usage Requirements, January 2016 Page 4
5 2:3 Clear Space As shown in the diagram here, the Ruckus logo must always be surrounded by a minimum amount of clear space. This ensures visual clarity, and ensures that the Ruckus logo is properly reproduced. This minimum clear space is equal to 1x-height of the s in the Ruckus wordmark. 2:4 Logo Placement X X X Ruckus Orange PMS: PMS 716 RGB: 234R, 118G, 0B HTML: EA7600 CMYK: 0C, 61M, 99Y, 0K X Ruckus Brand Usage Requirements, January 2016 Page 5 It is preferable that the Ruckus logo always be aligned to top-left or bottomright of the page, with the required Clear Space (2:3) from the edge of the page or perceived digital border. However, the logo can be placed elsewhere, depending on application, provided all other guidelines are strictly followed. 2:5 Minimum Size In order to maintain proper visual clarity, the Ruckus logo both Primary and Alternate must not be any smaller than 20 pixels in height as measured by the height of the k in the Ruckus wordmark. If at any time the application requires logo art smaller than illustrated, the Simply Better Wireless descriptor can be removed, allowing a minimum k height of 10 pixels. For approval in such instances, as well as to obtain an appropriately modified logo file, please branding@ruckuswireless.com.278 in mm 1 pica 8 pt 20 pixels
6 2.6 Logo Usage The correct and preferred usage of the Ruckus Logo is the Primary Logo on white background as illustrated in Section 2:1. However, there are instance where the application dictates variation from the Primary Logo. These approved variations are illustrated here. Primary logo on white White and orange logo on dark background One color black logo One color white logo Ruckus Brand Usage Requirements, January 2016 Page 6 If the application dictates a variation of any of the approved logos that are illustrated here, please contact us at branding@ruckuswireless.com for advice and approval.
7 2.7 Incorrect Logo Usage It is not permitted to deviate from the aforementioned guidelines in any way. Some such Brand No-No s are illustrated here: Do not use the logo on patterned, colored, or photo backgrounds. Ruckus Brand Usage Requirements, January 2016 Page 7 Do not change the appearance, shape or size of any element of the logo. Do not cut off any part of the logo.
8 2.7 Incorrect Logo Usage (continued) Some more examples here: Do not use the logo elements independently from one another. UCKUS Ruckus Brand Usage Requirements, January 2016 Page 8 Do not change the proportions or aspect ratio of the logo or any individual element. Do not alter the logo with any special effects (emboss, outer glow, drop shadow, etc.)
9 3:1 The Ruckus Color Palette Color is an important component in the proper representation of the Ruckus brand. We ve put a great deal of thought into our color palette, we feel that it elicits an appropriate emotional reaction, and we just personally really like them. Some might like a different orange, a more subtle green or a different scheme altogether. We re not some, we re Ruckus, and we stand by our colors. The Ruckus Color Palette consists of two groups, the Core and Secondary. Ruckus Brand Usage Requirements, January 2016 Page 9 3:2 The Core Palette The Core Palette consists of three primary Ruckus colors orange, black and gray. These colors are based on the PANTONE Matching System (PMS) for universal matching, and each is listed with corresponding RGB, HTML and CMYK values for proper production. Orange Gray Black Orange PMS: PMS 716 RGB: 234R, 118G, 0B HTML: EA7600 CMYK: 0C, 61M, 99Y, 0K Gray PMS: Cool Gray 9 RGB: 117R, 120G, 123B HTML: 75787B CMYK: 30C, 22M, 17Y, 57K Black RGB: 0R, 0G, 0B HTML: CMYK: 40C, 40M, 40Y, 100K
10 3:3 The Secondary Palette The Ruckus Secondary Palette is used for highlights, accents, and graphical design elements. This palette includes green, blue, red, violet and gold colors that are approved for such ancillary items. These colors are based on the PANTONE Matching System (PMS) for universal matching, and each is listed with corresponding RGB, HTML and CMYK values for proper production. If you have any questions regarding proper color usage, or would like to Green Blue Red Ruckus Brand Usage Requirements, January 2016 Page 10 get our opinion on what color works for your particular application, Green PMS: PMS 7489 RGB: 116R, 170G, 80B HTML: 74AA50 CMYK: 56C, 2M, 78Y, 5K Blue PMS: PMS 7703 RGB: 0R, 156G, 189B HTML: 009CBD CMYK: 79C, 2M, 10Y, 11K Violet PMS: PMS 2603 RGB: 112R, 32G, 130B HTML: CMYK: 72C, 99M, 0Y, 3K Gold PMS: PMS 125 RGB: 181R, 133G, 0B HTML: B58500 CMYK: 6C, 32M, 100Y, 24K Violet Gold Red PMS: PMS 1807 RGB: 164R, 52G, 58B HTML: A4343A CMYK: 10C, 93M, 71Y, 33K
11 4:1 Typography For simplicity and consistency, Ruckus uses the Helvetica Neue type family for all of our communications vehicles. For limited applications where Helvetica Neue is unavailable, such as Microsoft Word or Powerpoint, the Helvetica type family may be used as a substitute. However, any outbound marketing communication produced outside of these applications must utilize the Helvetica Neue type family and styles indicated here. Body Text Helvetica Neue Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ Ruckus Brand Usage Requirements, January 2016 Page 11 Helvetica Neue is a versatile font family with many available face options, but usage of type faces other than those listed here should be limited. For questions regarding font usage and substitution, please contact us at branding@ruckuswireless.com
12 4:2 Typography - Usage In large formats typography is key to emphasize and punctuate creative messaging. Often times the messaging will need an overlay for legibility over images. Creative typography should utilize Helvetica Neue condensed, mixing both thick and thin, light and dark, upper/lower case fonts in order to call out parts of the typography, in order to suppliment the message. Ruckus Brand Usage Requirements, January 2016 Page 12 If the creative messaging sits on a large field of color, a subtle drop shadow may be used to give depth to the composition. Please see examples below.
13 5:1 Tone and Style of Imagery Image style plays an important role in supporting and promoting the Ruckus brand vision. In addition, proper use of imagery enables communications that effectively illustrate the benefits provided by Ruckus products and services. And, most importantly, certain imagery allows us to cultivate and communicate our corporate culture and personality to our customers, prospects and partners. Ruckus Brand Usage Requirements, January 2016 Page 13 Conversely, incorrect imagery usage can subtly but severely dilute the Ruckus brand. There are a number of criteria that must be met in order for an image to be Ruckus worthy: Interesting The goal of the image should be to create interest in the viewer, prompting them towards further exploration. Iconic the image must have a singular bold subject, preferably devoid of background distraction, that is visually interesting. Conceptual the image must suggest or support the benefit being communicated, not literally illustrate it. If you re not sure the images you re using are Ruckus worthy, or if you d like to better understand what may or may not fit the listed criteria, contact us at branding@ruckuswireless.com we re happy to help.
14 5:2 Imagery - Usage Below illustrates acceptable usage of the Ruckus photo style. Ruckus Focused. The black lab mascot can be used to represent Ruckus in many cases. Solution Focused. As per the guidelines, metaphoric/ illustrative imagery can be used to demonstrate solutions offered by Ruckus Products Focused. At times products will need to be highlighted. While less desirable, product shots must be cropped tightly or abstractly to maintain a provacative and interesting style. Ruckus Brand Usage Requirements, January 2016 Page 14 Targeting Ruckus controlerless Ruckus products Faster than the competition Ruckus ahead of the competition Speed
15 5:3 Imagery - Overlays and Patterns Overlays: Overlays are a key tool in the Ruckus style that allows for legible text over large full bleed images. Overlays must be used when key images are busy. Reasonable room must be given between the edges of the overlay and the text that sits over it. Ruckus Brand Usage Requirements, January 2016 Page 15 Patterns: Ruckus has a key concentric circle graphic that can be used as a subtle texture or pattern to create depth and activate dead space
16 6:1 Legal/Trademark Info When using the company name or other product trademarks, the correct usage is shown below. Ruckus BeamFlex ZoneFlex MediaFlex ZoneDirector SpeedFlex SmartCast Dynamic PSK Ruckus Brand Usage Requirements, January 2016 Page 16 Please include a copyright notice and an attribution statement, which may appear in small, but still legible print, when using any Ruckus trademarks in any published materials. [Year of Publication] Ruckus Wireless. All rights reserved.
17 Direct any questions to:
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