BRAND GUIDELINES AND STANDARDS
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1 EMS SOFTWARE BRAND GUIDELINES AND STANDARDS WE HELP PEOPLE CREATE GREAT MEETINGS
2 EMS SOFTWARE BRAND GUIDELINES 2 WHY IS BRAND SO IMPORTANT? This brand guidelines and standards book is a tool designed to project the image, values, and aspirations behind the EMS brand. It is the cornerstone of all communication efforts and must be followed carefully to ensure a consistent style and quality. Every participating person (employee, contractor, consultant, etc.), department (IT, product development, sales, etc.), and organization (company, agencies, firms, etc.) is responsible for presenting the brand according to these standards EMS Software, LLC. All Rights Reserved.
3 3 EMS SOFTWARE TABLE OF CONTENTS MESSAGING Brand Characteristics Writing Guidelines Page 4-5 Page 6 Page 7 LOGO Corporate Logo Logo Variations Logo Clearspace Logo Misuses Page 8-9 Page 10 Page 11 Page 12 Page 13 TYPOGRAPHY Print Font Primary Screen Font Secondary Screen Font Usage Examples Page Page 16 Page 17 Page 18 Page 19 COLORS Primary Colors Secondary Colors Page Page 22 Page 23
4 EMS SOFTWARE BRAND GUIDELINES 4 Messaging Messaging consistency, clarity, and repetition are key brand factors that must be followed.
5 5 EMS SOFTWARE 01
6 EMS SOFTWARE BRAND GUIDELINES 6 MESSAGING Brand Characteristics Boilerplate Copy tone and voice should reflect our brand personality: Direct Smart Experienced Professional Use active voice. Passive voice may be used sparingly. Be repetitive with the messaging. About EMS Software EMS Software helps millions of people create great meetings. AIG, Yale University, Accenture, and thousands of others rely on EMS to increase productivity, attract and retain people, reduce costs, and differentiate their brand. EMS offers the greatest depth and breadth of functionality, the fastest and easiest way to schedule a meeting, and an exceptional customer experience. For more information, please visit emssoftware.com. Cutline The leading provider of meeting and room scheduling software.
7 7 EMS SOFTWARE MESSAGING General Writing Guidelines Company Name References These standards are created to ensure consistency and to standardize layout and design. First reference within body copy. EMS Software Apply the following general writing standards to all of the content you are producing. Second reference. EMS For all legal references, including copyright statements, it should read: Writing Style Guide 2016 EMS Software, LLC. All Rights Reserved. Writing standards are available in the EMS Software Styleguide. If guidelines are not provided for certain cases, please use the Chicago Manual of Style as the default. oiwsuj7fwajs9bxxl2vnjt
8 EMS SOFTWARE BRAND GUIDELINES 8 Logo The logo symbol is a powerful image reinforcing EMS as the leading meeting and room scheduling software provider.
9 9 EMS SOFTWARE 02
10 EMS SOFTWARE BRAND GUIDELINES 10 CORPORATE LOGO The logo comprises two elements, the logo symbol and the logo type. Primary Logo The logo symbol is a powerful image reinforcing EMS as the fastest and easiest way to schedule a meeting. The logo type has been carefully chosen for its modern and yet refined, highly legible style, which has been further enhanced by the apporachable nature of lower case letters. Our corporate logo is the most visible expression of our brand. It is the constant that represents EMS in every communication and is a badge of honor for everything we place it upon. Whenever possible, the primary logo should be used.
11 11 EMS SOFTWARE LOGO VARIATIONS Variatations of the logo can be used based on background color or printing requirement. However, when the logo is placed on white / light colored background, it must always use used in the primary format. Reversed Logo Used in one-color printing. Or when the logo is placed on a dark colored background or dark colored photographic image. 1-color Logo Used in one-color printing only. Product Icon Used by product exclusively or as an app icon or favicon. Any other use must be authorized by Marketing.
12 EMS SOFTWARE BRAND GUIDELINES 12 LOGO CLEARSPACE The clearspace (the minimum amount of space between the EMS logo and any other objects such as type and other logos) should be at least the height of the EMS logo. CLEARSPACE MINIMUM SIZE The logo must always fit into the clearspace area and cannot be intervened by other graphical elements which could hinder the legibility of the mark. The EMS logo must also be at least 1 from all borders and edges. X X X X Please note that text or pictorial figures which have strong impact or impression should not be placed near the logo even if you keep the isolation area blank. The minimum size for the logo is 3/4 of an inch. Reproductions at a size less than the minimum are not allowed.
13 13 EMS SOFTWARE LOGO MISUSES Note: The logo cannot be changed. Do not alter the logo in any way. DO NOT rotate DO NOT add drop shadows or glows DO NOT scale disproportionately DO NOT alter the colors DO NOT alter the typography DO NOT add / remove elements
14 EMS SOFTWARE BRAND GUIDELINES 14 Typography Typography plays an important role in communicating an overall tone and quality. We have selected Helvetica Neue, Open Sans, and Arial.
15 15 EMS SOFTWARE 03
16 EMS SOFTWARE BRAND GUIDELINES 16 TYPOGRAPHY Helvetica Neue Print Typeface This typeface should be used for all core, foundational branding and printed material including stationery and large format tradeshow graphics. It will not be licensed for the everyday user. If you have a special need, please contact Marketing. The lowercase EMS logotype has been typeset using Helvetica Neue. Link For Download / Licensing Helvetica Neue ABCDEFGHIJKL MNOTUVWXZ Light ABCDEFGHIJKLM NOPQRSTUVWXZ Regular ABCDEFGHIJKLM NOPQRSTUVWXZ Bold ABCDEFGHIJKLM NOPQRSTUVWXZ
17 17 EMS SOFTWARE TYPOGRAPHY Open Sans Primary Screen Typeface The typeface is intended for all screen applications including websites, apps, collateral, and Word docs. It is part of the Google font library and available for download free of charge. Link For Download Open_Sans.zip?dl=0 Open Sans ABCDEFGHIJKLM NOPQRSTUVWXZ Light ABCDEFGHIJKLM NOPQRSTUVWXZ Regular ABCDEFGHIJKLM NOPQRSTUVWXZ Bold ABCDEFGHIJKLM NOPQRSTUVWXZ
18 EMS SOFTWARE BRAND GUIDELINES 18 TYPOGRAPHY Arial Alternate Screen Typeface This typeface should be used when Open Sans is not a viable option. Please note: PowerPoint presentations should be built using Arial, which is a standard system font on all OS platforms. This will eliminate unwanted font replacement issues when sharing docs. Arial ABCDEFGHIJKL MNOTUVWXZ Regular ABCDEFGHIJKLM NOPQRSTUVWXZ Italic ABCDEFGHIJKLM NOPQRSTUVWXZ Bold ABCDEFGHIJKLM NOPQRSTUVWXZ
19 19 EMS SOFTWARE TYPOGRAPHY Guidelines Example Usage 1. When pairing headlines, subheadlines, and paragraph copy, make sure there is visual contrast in the font size, case, weight, and color. 2. When placing text over an image, be sure to select a font weight, size, and case that commands attention and doesn t compete with the image below. WE HELP PEOPLE CREATE GREAT MEETINGS EMS Software is the leading provider of meeting and room scheduling software used by millions every day. Vast capabilities. One simple solution. EMS Software offers the greatest depth and breadth of functionality and the fastest and easiest way to schedule a meeting.
20 EMS SOFTWARE BRAND GUIDELINES 20 Colors A comprehensive color palette has been developed to provide flexibility while creating a unified, recognizable appearance across all communications.
21 21 EMS SOFTWARE 04
22 EMS SOFTWARE BRAND GUIDELINES 22 PRIMARY COLOR SYSTEM Colors: Primary Color System EMS Software has three official colors: blue, green, and gray. These colors have become a recognizable identifier for the company. Usage: Use them as the dominant color palette for all internal and external visual presentations of the company. BLUE - COLOR CODES GREEN - COLOR CODES GRAY - COLOR CODES CMYK : C100 M080 Y025 K009 CMYK : C037 M012 Y100 K000 CMYK : C060 M051 Y051 K020 Pantone : 534C Pantone : 583C Pantone : 7540C RGB : R000 G070 B127 RGB : R175 G189 B033 RGB : R102 G102 B102 WEB : #00467F WEB : #AFBD21 WEB : # % 100% 100% 80% 80% 80% 60% 60% 60% 40% 40% 40% 20% 20% 20%
23 23 EMS SOFTWARE SECONDARY COLOR SYSTEM Colors: Secondary Color System The secondary colors are complementary to our official colors, but are not recognizable identifiers for EMS Software. Secondary colors should be used sparingly, that is, in less than 10 percent of the palette in one piece. Usage: Use them to accent and support the primary color palette. COLOR CODES CMYK : C001 M048 Y096 K000 Pantone : 151C COLOR CODES CMYK : C000 M095 Y100 K000 Pantone : 485C RGB : R274 G151 B038 WEB : #F79726 RGB : R238 G050 B036 WEB : #EE3224 COLOR CODES CMYK : C052 M006 Y003 K000 Pantone : 292C RGB : R111 G195 B231 WEB : #6FC3E7 COLOR CODES CMYK : C062 M070 Y000 K000 Pantone : 272C RGB : R117 G97 B176 WEB : #7561B0 COLOR CODES CMYK : C002 M001 Y001 K000 Pantone : 7540C (3%) RGB : R248 G248 B248 WEB : #F8F8F8
24 EMS SOFTWARE WE ARE THE BRAND WE HELP PEOPLE CREATE GREAT MEETINGS OFFICE PHONE + FAX + WEB EMS Software 6465 Greenwood Plaza Boulevard Centennial, Colorado Toll Free: Local: Fax: brand@emssoftware.com
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