2015 Catalyst Global Branding

Transcription

1 catalystsecure.com STYLE GUIDE 2015 Catalyst Global Branding Rules for Proper Use of Collateral and Branded Content

2 Table of Contents Brand Strategy Who is Catalyst? pg. 3 Visual Brand Summary pg. 4 Logos Company Logo pg. 5 Product Logo pg. 6 Company Logo in Use pg. 7 Typography Fonts pg. 8 Web Example pg. 9 Article Example pg. 10 Letterhead Example pg. 11 Editorial Answers to Common Style pg. 12 Questions Color Palette Color Hierarchy pg. 13 Imagery Photo Callout Examples pg. 14 Callout in Use pg. 15 Photos / Title Pages pg. 16 Abstract / Nature Photos pg. 17 Abstract / Nature Photos pg. 18 In Use Icons pg. 19

3 3 Brand Strategy > Catalyst is... ¾¾Trustworthy and Respectful ¾¾Knowledgeable ¾¾Consistent and Reliable ¾¾Dedicated and Passionate Who is Catalyst? Catalyst designs, hosts and services the world s fastest and most powerful document repositories for large-scale discovery and regulatory compliance. For more than 15 years, corporations and their counsel have relied on Catalyst to help reduce litigation costs and take control of complex legal matters. About the company: ¾¾Catalyst is growing rapidly. ¾¾Catalyst s clients are among the world s most influential and notable corporations. ¾¾Catalyst is passionate about improving the way companies manage the discovery process. About our products: ¾¾Continuous Active Learning is the most advanced, accurate and efficient method of predictive analytics on the market. ¾¾Insight has a great user interface that is very intuitive. ¾¾Insight Predict can reduce the overall cost of discovery by as much as 50%. About our people: ¾¾Our team is highly skilled and client-service focused. ¾¾We care deeply about our clients and give them as much or as little control as they desire.

4 4 Brand Strategy > Visual Brand Summary The Catalyst Visual Brand is... ¾¾Friendly: Global over corporate. ¾¾Modern: Forward thinking Discovery experts. ¾¾People Focused: More than just a technology company. The Catalyst visual brand is lightweight and fresh, with a focus on bringing the human side of the company to the forefront. Logos: ¾¾With a simplified and modern treatment, the new logo nods to Catalyst s rich history while looking towards the future. ¾¾The main global branding of Catalyst is the focal point for all product logos. ¾¾Taglines are used as only when needed and are not part of the logo. ¾¾The full name Catalyst Repository Systems is not used. Typography ¾¾Modern, rounded font treatments are used to convey friendliness and approachablity. This starts with the logo and is carried through all content. ¾¾Use of a larger type face with discernible scannable hierarchy helps reduce the denseness of content. Imagery & Quotes: ¾¾Photos showcase the human and professional side of Catalyst. ¾¾Contextual quotes sets the tone for Catalyst as experts, both in the industry and with Catalyst s products. ¾¾Uncluttered designs on crisp white backgrounds promote Catalyst s knowledge first, and sets the perception that Catalsyt is a straight-forward and reliable company.

5 5 Logos > Company Logo ¾¾The font Museo is used to give the logo the friendly and professional tone that matches the company culture. ¾¾The starburst is subordinate to the text so that Catalyst is the strongest element. ¾¾Lowercase type to promote approachability and avoid generic corporate/tech feel. ¾¾The traditional yellow and blue colors and the starburst icon have been maintained to keep with the 15 year history. ¾¾Tagline to be used only on an as needed basis ¾¾Always displayed with ample white space. ¾¾When the reversed version is used, it should be on a dark and bold background, and never on imagery that compromises it s readability. Standard Reverse

6 6 Logos > Product Logo ¾¾The Catalyst brand is the focal point followed by the product name. ¾¾The product name is treated in a lighter but harmonious style that allows the eye to flow naturally from the Catalyst brand into the name. ¾¾When the product logo is used, there is no need for the company logo to be used. Standard Reverse

7 7 Logos > Company Logo in Use ¾¾Ample White Space, minimum padding of 10px. ¾¾Brand first- logo should always draw the eye in any display. ¾¾Pops of color and images should never compete with the logo.

8 8 Typography > Fonts Open Sans is... Used for Web and Print ¾¾The official Catalyst font for web and print materials. ¾¾Designed with an upright stress, open forms and a neutral, yet friendly appearance. ¾¾Optimized for print, web, and mobile interfaces, and has excellent legibility characteristics in its letter forms. Open Sans Open Sans Light Open Sans Regular Open Sans Semibold Open Sans Bold Open Sans Extrabold Open Sans Light Italic Open Sans Regular Italic Open Sans Semibold Italic Open Sans Bold Italic Arial is... ¾¾Extremely versatile typeface that can be used across platforms to maintain intended design. Arial Arial Regular Arial Bold Word, PowerPoint, Google Docs Arial Italic Arial Bold Italic

9 9 Typography > Web Example (Open Sans) / HTML H1 Open Sans Light 40pt #000 H2 Open Sans Light 30pt #4D4D4D H3 Open Sans Light 24.5pt #000 H4 Open Sans Light 18pt #1E1E1E Body Open Sans Light 13pt #4D4D4D ¾¾Bullet Open Sans Light 13pt #4D4D4D #F26721

10 10 Typography > Article Example (Open Sans) / InDesign H1 Title Open Sans Semibold 22pt #000 H2 Subhead Open Sans Light 18pt #4D4D4D H3 Interior Title Open Sans Regular 19pt #000 H4 Content Subhead Open Sans Semibold 14pt #1F4495 Paragraph Text Open Sans Light 11pt #4D4D4D Bullet Open Sans Light 11pt #4D4D4D #F26721 Caption Bold Open Sans Light and Bold 12pt #4D4D4D Quote Open Sans Italic 12pt #4D4D4D

11 11 Typography > Letterhead Example (Arial) / Word H1 Headline Arial 22pt #000 H2 Subhead Arial 18pt #4D4D4D Byline Arial Italic 12pt #4D4D4D Paragraph Text Arial 12pt #000 H3 Content Headline Arial Bold 14pt #1F4495 ¾¾Bullet Arial Bold 14pt #4D4D4D #F26721 H4 Content Sub Headline Arial Bold 14pt # Numbered bullet Arial 12pt #000

12 12 Editorial > Catalyst-specific exceptions to the AP Style: ¾¾Do not spell out % unless it s part of a headline. ¾¾E-discovery has a hyphen but technology assisted review (TAR) does not. ¾¾Use initial caps when referencing Continuous Active Review (CAL). Answers to Common Style Questions When in doubt, please use the Associated Press Stylebook as a guide. General rules: ¾¾Write in the first person. ¾¾Use active rather than passive voice. ¾¾Use a single space after punctuation. ¾¾Do not add a space before or after an em dash ( ). ¾¾Use periods without spaces for numbers and country codes ( ). ¾¾Do not use foreign to describe language services. ¾¾Capitalize important words (everything but articles, conjunctions and prepositions) in headings, and capitalize the first word only in subheadings. Bullet points: ¾¾Use a period (or question mark) after every bullet point that is a sentence (as these bullets do). ¾¾Use a period after every bullet point that completes the introductory stem. ¾¾Do not use punctuation after bullets that are not sentences and do not complete the stem. ¾¾Use all sentences or all fragments, not a mixture.

13 13 Color Palette > Color Hierarchy ¾¾Swatches are fresh and bright to convey friendliness and alertness. ¾¾Accent and Supporting colors are used to offer visual interest that enhances the sense of white space and clarity. ¾¾All colors should be used sparingly. Logo: Pantone 661 C: 100 M: 86 Y: 8 K: 0 #1e4494 Accent: Pantone 116 C: 0 M: 16 Y: 100 K: 0 #ffd200 C: 0 M: 48 Y: 97 K: 0 #F89723 C: 89 M: 33 Y: 98 K: 25 # C: 55 M: 90 Y: 0 K: 0 #873F98 C: 71 M: 17 Y: 0 K: 0 #28A6DE C: 100 M: 86 Y: 8 K: 0 #1e4494 C: 3 M: 70 Y: 100 K: 0 #eb6e23 Supporting: C: 0 M: 0 Y: 0 K: 78 #5C5D5F C: 0 M: 0 Y: 0 K: 78 #5C5D5F C: 100 M: 87 Y: 39 K: 37 #142A50

14 14 Imagery > Photo Callout Examples ¾¾People photos are used as callouts to set the tone for various documents and concepts. ¾¾Photos should show satisfied and professional people in a business setting. ¾¾Ancillary photos depicting human technology and environments, such as computers, offices, and cities can be used for variety. ¾¾Where applicable, color bars should be added to the bottom of callout photos to tie it in with the overall company branding and add subtle style.

15 15 Imagery > Callout in Use/Quote ¾¾People photos are the most effective when they are followed by a contextual callout or a direct quote. ¾¾Bold the most relevant section to create a scannable callout. ¾¾For quotes, match the stylized quotation marks with the color bar for a cohesive look. Because the document is the same, all tagging is saved to the same record and can be associated with one or multiple matters. By prioritizing documents using Insight Predict Catalyst s engine for technology assisted review the team was able to cut the review by two-thirds, saving time and money.

16 16 Imagery > Photos / Title Pages ¾¾Photos used in title pages of presentations, articles and case studies, have an integrated color bar with descriptive text to denote it s purpose/type. ¾¾The color bar should compliment the colors in the photo and for Articles, Case Studies and Data Sheets, be consistent across types. WEBINAR ARTICLE

17 17 Imagery > Abstract & Nature Photos ¾¾Abstract/Nature images can be used as backgrounds to help convey a concept, however, they should never be stand alone and should be used thoughtfully. ¾¾Ideally these images should still contain a human element, whether it s in an overlaid image such as an infographic, quote etc.

18 18 Imagery > Abstract & Nature Photos / In Use ¾¾When using background images, there must always be a high degree of contrast to ensure readability. ¾ ¾ On dark backgrounds, accent colors can be used to add visual interest to the text.

19 19 Imagery > Icons ¾¾Icons should be simple designsno complex illustration. ¾¾Flat display - no drop shadow or beveled edges. ¾¾Icon and background should always be contrasting solid colors. The default is a white icon for colored backgrounds. ¾¾Sufficient padding should surround the icon. ¾¾Icons should not be used in Print other than as part of infographics. ¾¾For the web, icons can be used to denote different sections to improve usability. ¾¾The use of icons in infographics and videos are entirely flexible as long as they adhere to a cohesive style (flat, no drop shadows) and stay within the approved color palette. ¾¾Infographics should still strive to have a human element. Web Navigation Infographics Video Proper Use