DXC Brand Guidelines. June 22, 2021

Transcription

1 DXC Brand Guidelines June 22, 2021

2 Visual overview DXC Technology s new brand puts people at the forefront. We are a technology company, but it is our people that truly deliver excellence to our customers. Thus, throughout the brand, you will see the faces of actual DXC employees, both in individual photos as well as in photographic mosaics, illustrating that every success rests on the combined efforts of our people. 2

3 DXC brand overview Visual elements Shown below are the visual elements we use to build the DXC brand. When used in a thoughtful, consistent manner, we help create a singular, unified look for our global organization. DXC Logo Color Palette Typography Imagery Color Open Sans Regular abcdefghijklmnopqrstuvwxyz ?!@#$%:;. Open Sans Semibold abcdefghijklmnopqrstuvwxyz ?!@#$%:;. Black Open Sans Bold abcdefghijklmnopqrstuvwxyz ?!@#$%:;. Studio Portraits Candid Shots Tab Box Typographic Pattern NG EXCELLENCE FOR OUR CUSTOMERS UES DELIVERING EXCELLENCE FOR OUR OUR CUSTOMERS AND COLLEAGUES DE Reverse Message Goes Here Employee Snapshots Mosaics 3

4 Logo usage Our logo Our new logo has beautiful symmetry and balance, pivoting on the center of the X with reflective forms for the D and C. The notched gaps in the D and C add detail to the wordmark and form inwardpointing arrows in the negative space. These arrows create an excellent opportunity for storytelling associated with the name and the spirit of DXC. Never alter the spacing, relative size or orientation of the logo. Only use approved electronic artwork, and don t redraw the logo or attempt to separate its components. To ensure that the DXC Technology logo is legible, place it on a solid background, preferably white, light gray or purple. Please note: The logo can be standalone or freefloating; it does not require a black/white shaded box behind it. If the logo must be placed on an image, it should be positioned so that there is adequate contrast between the image and the logo. Make sure that photographic elements do not interfere with the logo and decrease its readability or prominence. 4

5 Logo usage Vertical and horizontal Our brand logo exists in a variety of file formats to cover all reproduction needs. The primary vertical version should be our default signature on brand communications whenever possible. The horizontal DXC logo is reserved for extremely horizontal landscapes that can t accommodate the vertical orientation, like a PowerPoint footer. The vertical DXC logo should be our default signature on brand communications, whenever possible. The horizontal DXC logo is reserved only for extremely horizontal landscapes that can t accommodate the vertical orientation. 5

6 Logo usage Logo colors Our logo is available in 2-color and 1-color versions to suit different production requirements. The preferred version is our 2-color vertical logo. Use this version whenever possible. Preferred colors 2-color logo: Use this version of our logo whenever possible. There are also 1-color versions in black and white available for applications where color use is limited. Note that the white version of the logo can be placed either on a purple background or on any dark background. 2-color logo 1-color versions 1-color logo: Use this version when the application requires a simplified mark in black or white. Black White on a dark background 6

7 Logo usage Clear space The clear space around all sides of our logo is equal to the height of the negative space within the D of the logo. Do not position any text, graphic elements or other visual marks inside the recommended clear space. This will ensure that the logo is easily identifiable, visible and legible wherever it appears. Vertical logo The blue circles show the clear space required when the vertical DXC logo is used, as in most contexts. Horizontal logo The blue circles show the clear space required when the horizontal DXC logo is used (e.g., because of an extremely horizontal landscape, such as a PowerPoint footer). 7

8 Logo usage Sizing The size of the DXC logo will vary, depending on the size and proportions of the communication in which it appears. Rather than dominating the overall design, the logo should be small enough to let the other design elements play a starring role. The logo usually looks best when it is slightly smaller than one-quarter the width of a piece. The logo may be larger in pieces that have extreme vertical proportions. Examples include vertically oriented banners for conferences and tower ads for websites. In these cases, the designer must adjust the size of the logo to comply with the overall look and feel of the brand, ensuring that the logo does not overwhelm the design. Instead, it should be tastefully minimal to let the other brand elements shine. Vertical logo The minimum logo height of the vertical logo is.4 Horizontal logo The minimum logo height of the horizontal logo is.3 Minimum logo size To maintain legibility of the word Technology in the logo, we recommend a minimum height of 0.4 inches (10.2 mm) whenever possible. The DXC logo must be sized large enough to be legible in every use. The minimum sizes for both of our logos are shown here. Whenever possible, the logo should appear larger than the minimum size. 8

9 Logo usage Logo misuses Shown here are common misuses of the DXC logo. Don t use the logo in any of the ways shown here. Don t alter the logo colors. Don t add drop shadows or special effects. Don t create departmental logos or new logo lockups. Don t remove Technology from the logo. Don t change the proportions of the logo elements. Don t skew the logo. Don t distort the logo. Don t outline the logo. Don t place the logo at an angle. Don t make the logo all purple. 9

10 Brand elements Color palette and proportional usage DXC s primary brand color is purple, which helps set us apart in the marketplace. Using the approved color palette consistently is crucial for communicating the DXC brand in every context. We use the hierarchy of colors within our palette to create a distinct visual identity across branded communications. Our brand color palette consists of DXC bright purple, plus white and light gray as secondary supporting colors. We use neutrals for text, as well as bright accents for data visualization, such as in charts, graphs, infographics and wayfinding signs. Whenever possible, though, stay with the primary bright purple for data visualization use accents only if needed. Use the color formulas shown on the next page. The bar below represents an approximate overall proportion of color across any DXC brand communication. Primary Secondary Neutrals Accents and Functional Uses DXC is primarily a purple brand. Prioritize purple over all other colors. Round it out with hints of white and light gray. Keep it neutral. Use medium gray, dark gray or black for most text. Use accents as needed. Use these accent colors for charts, graphs and infographics to highlight data as needed. When possible, use bright purple instead. 10

11 Brand elements Color formulas Our primary brand color is DXC bright purple. White and light gray are secondary supporting colors. Medium gray, dark gray and black are used for text. Accent colors are bright teal, blue, dark teal, green, orange, gold, dark purple and yellow. In data visualization, bright purple is used first, followed by the accent colors as needed and in the order shown. Secondary and neutral colors are not used in data visualization. Primary DXC Bright Purple Pantone 267C R:95 G:36 B:159 HEX: #5F249F C:81 M:99 Y:0 K:0 Accents Secondary White R:255 G:255 B:255 HEX: #FFFFFF C:0 M:0 Y:0 K:0 DXC Light Gray Pantone Cool Gray 1C R:217 G:217 B:214 HEX: #D9D9D6 C:10 M:7 Y:5 K:0 Neutrals DXC Medium Gray Pantone Cool Gray 6C R:150 G:150 B:150 HEX: # C:0 M:0 Y:0 K:48 DXC Dark Gray Pantone Cool Gray 10C R:99 G:102 B:106 HEX: #63666A C:57 M:46 Y:40 K:25 Black R:0 G:0 B:0 HEX: # C:0 M:0 Y:0 K:100 DXC Bright Teal DXC Blue DXC Dark Teal DXC Green DXC Orange DXC Gold Pantone 7716C R:0 G:150 B:143 HEX: #00968F C:85 M:5 Y:39 K:9 Pantone 2191C R:0 G:163 B:225 HEX: #00A3E1 C:75 M:11 Y:0 K:0 Pantone 2238C R:0 G:105 B:117 HEX: # C:98 M:6 Y:30 K:41 Pantone 360C R:108 G:194 B:74 HEX: #6CC24A C:59 M:0 Y:90 K:0 Pantone 2011C R:237 G:155 B:51 HEX: #ED9B33 C:0 M:43 Y:88 K:0 Pantone 116C R:255 G:205 B:0 HEX: #FFCD00 C:0 M:10 Y:98 K:0 DXC Dark Purple DXC Yellow Pantone 2685C R:51 G:0 B:114 HEX: # C:97 C:100 C:0 C:19 Pantone 101C R:249 G:240 B:72 HEX: #F9F048 C:4 M:1 Y:85 K:0 11

12 Brand elements The tab box Corner radius: approximately 25% X The tab box is a distinctive element we use in brand communications. The box contains our headline and/or supporting messages, and appears on title slides, covers, advertisements or other high-visibility collateral (marketing and sales media or materials). Rounded corner on top right of the box The box has one rounded corner that is always positioned on the top right. All other corners are square. Make sure the internal padding that is, the minimum margin on all sides of the box is equal to the cap-height of the headline. Headline can go inside box Supporting message may be placed in the box as well. Use the tab box in your communications to draw attention to a headline or to highlight an important supporting message. The radius should be approximately 25% of the smallest dimension. For larger applications, 15% 20% might be more appropriate. Smallest dimension X Proportion Have a flexible proportion for the corner radius of the box. For instance, a corner radius that is 25% of the box s smallest dimension is appropriate for smaller uses. For larger applications, 15% 20% of the box s smallest dimension would be more appropriate. Color The tab box on the cover of a communication piece should always be purple. For internal pages/ sections, the tab box may be light gray or white. Transparency may also be used for the tab box on internal pages/sections. Headline can go inside box Supporting message may be placed in the box as well. The tab box can hold our logo, headline and/or other important content. The rounded corner is always positioned on the upper right. H H Headline can go inside box Supporting message may be placed in the box as well. H The minimum internal padding on all sides of the box is equal to the capheight of the headline. H Headline can go inside box Supporting message may be placed in the box as well. A slight transparency (never below 90%) or multiply effect can be used if it does not distract from the overall appearance. 12

13 Brand elements Tab box usage Here are some tips to help you maximize the impact of the tab box, including things to avoid. Headline text Positioning Avoid cluttered layouts such as those that place the tab box within another box. Also remember not to position the tab box on the right side of your layouts and not to align it to the side or bottom of the page. Multiple boxes When multiple boxes need to be used (for example, in an infographic), choose one corner radius and apply it consistently across the entire composition. Never change the corner radius of a box in a way that alters the rounded corner or the box s original proportions. Never position the rounded corner in a different edge it must always be on the upper right. Never change the color of the box on the cover. It must always be bright purple. Avoid complicated layouts, such as placing the tab box within another box. Never scale the box non-proportionally, because this distorts the curve of the rounded corner. In general, however, use tab boxes sparingly and avoid having too many of them on the same page. When a tab box is used as a major component on a page, it should be a single box rather than multiple boxes. The examples on the right give further guidance on what to emphasize and what to avoid with the DXC tab box. The rounded corner may appear on the bottom left of the tab box only in PowerPoint presentations, when a box is used as a section label in the upper right corner of the PowerPoint slide. Headline can go inside box Supporting message may be placed in the box as well. Don t use a transparency effect (darker or lighter) that significantly changes the purple color. Headline can go inside box Supporting message may be placed in the box as well. Never position the tab box on the right side of layouts. 13

14 Brand elements Typography: Primary typeface Open Sans is a clean and modern font to give our written expressions and messages an inviting, unified look. Open Sans is used for virtually all our brand and marketing communications. This includes websites, print, videos, motion graphics and campaigns. Open Sans is an open-source font that does not require additional purchase or licensing. You can download it here: specimen/open+sans. Primary typeface Open Sans Headlines can be enhanced by using bright purple, which also helps draw attention to them. Open Sans Light abcdefghijklmnopqrstuvwxyz ?!@#$%:;. Open Sans Semibold abcdefghijklmnopqrstuvwxyz ?!@#$%:;. Open Sans Regular abcdefghijklmnopqrstuvwxyz ?!@#$%:;. Open Sans Bold abcdefghijklmnopqrstuvwxyz ?!@#$%:;. 14

15 Brand elements Typography: Secondary typeface In some instances, Open Sans will not be available for use, such as in Microsoft Office applications. In these cases, use the Arial type family as the default font. Arial is used for all our slide presentations, word-processed documents, spreadsheets and . To ensure universal results and compatibility, use only Arial (never Open Sans) for Microsoft Office applications or . Secondary typeface Arial Arial Regular abcdefghijklmnopqrstuvwxyz Arial Bold abcdefghijklmnopqrstuvwxyz 15

16 Brand elements Typography: Additional options Depending on the region, you may require a non-latin font for use in your business communications. These fonts can be downloaded from Google fonts at: Arabic Mada Chinese (Simplified) Noto Sans SC Hebrew Arimo Japanese Noto Sans JP Chinese (Traditional) Noto Sans TC Korean Noto Sans KR Devanagari Hind Thai Prompt 16

17 Brand elements Typographic pattern White background We use a large typographic pattern to add a distinctive look to our communications. The pattern is created using the DXC tagline, with key words highlighted in color. The pattern can be used with solid backgrounds or combined with images. Here are examples of how the typographic pattern can be used in bold and engaging ways. The white background is preferred; however, if needed, the light gray background or bright purple background may be used instead. OLLEAGUES DELIVERING EXCELLENCE FOR OUR CUSTOME DELIVERING EXCELLENCE FOR OUR CUSTOMERS AND COLL CE FOR OUR CUSTOMERS AND COLLEAGUES DELIVERING E Light gray background Bright purple background AGUES DELIVERING EXCELLENCE FOR OUR CUSTAGUES DELIVERING EXCELLENCE FOR OUR CUS RING EXCELLENCE FOR OUR CUSTOMERS AND RING EXCELLENCE FOR OUR CUSTOMERS AND R OUR CUSTOMERS AND COLLEAGUES DELIVER R OUR CUSTOMERS AND COLLEAGUES DELIVER 17

18 Brand elements Typographic pattern misuses Shown here are common misuses of the DXC typographic treatment. AGUES DELIVERING EXCELLENCE FOR OUR CUST RING EXCELLENCE FOR OUR CUSTOMERS AND R OUR CUSTOMERS AND COLLEAGUES DELIVER UES DELIVERING EXCELLENCE FOR OUR CUSTO NG EXCELLENCE FOR OUR CUSTOMERS AND CO OUR CUSTOMERS AND COLLEAGUES DELIVERIN Don t change the colors in the typographic pattern. Don t alter the spacing of the lines. AGUES DELIVERING EXCELLENCE FOR OUR CUST RING EXCELLENCE FOR OUR CUSTOMERS AND C R OUR CUSTOMERS AND COLLEAGUES DELIVER IONS DAILY EXTRAORDINARY COMMUNICATION AILY EXTRAORDINARY COMMUNICATIONS DAIL NARY COMMUNICATIONS DAILY EXTRAORDINA Don t change the font of the typographic pattern. Don t modify the wording in the typographic pattern. Only one phrase may be used. AGUES DELIVERING EXCELLENCE FOR OUR CUST ERING EXCELLENCE FOR OUR CUSTOMERS AND R OUR CUSTOMERS AND COLLEAGUES DELIVER GUES DELIVERING EXCELLENCE FOR OUR CUST RING EXCELLENCE FOR OUR CUSTOMERS AND C OUR CUSTOMERS AND COLLEAGUES DELIVERI Don t alter the alignment of the words. Don t use the pattern with unapproved background colors. 18

19 Brand elements Icons Icons can help make our communications clearer, more accessible and more engaging. Icons typically accompany captions or descriptive copy. Use icons to communicate, not decorate. Icons can be functional and/or navigational, they can be used as part of diagrams, infographics and charts, or may stand alone to support written ideas. Icon style Use icons that are linear (composed of lines) and avoid using ones that are filled with solid color. Our icons have even line weights without variations in thickness. To keep things simple, use as few lines as possible. Icon color Our icons work best in solid colors, not gradients. Use only bright purple, white, black or dark gray, and avoid using multiple colors simply for decorative purposes. The overall look should be clean, simple and functional. Use linear icons with even line weights and no variations in thickness. White icons are permitted with solid color backgrounds. 19

20 Brand elements Icon misuses Shown here are common misuses of DXC icons. Insurance Travel Public Sector Media Aerospace Energy Don t fill the icon with color. Don t use a drop shadow. Don t use colors other than bright purple, white, black or dark gray, and don t use too many icon colors on the same page. Don t outline the icon. Don t use gradients. 20

21 Photography Imagery overview People are at the heart of everything we do at DXC. Our communications celebrate our people and their accomplishments. Studio portraits Search for each category of an image in our Brand Central image library to find images that work for your needs. Real employees To reflect our authenticity, we only use images of real, current employees. We never use stock images to represent our people. Candid shots Studio portraits For high-profile communications and campaigns, we use high-quality portraiture. These images should feature one or two employees within the portrait and be shot in a well-lit studio environment. Candid shots Candid shots are images that depict employees in workplace environments. These should be natural and show employees engaged in an activity. Snapshots Snapshots We also use snapshots that employees shoot themselves. These can be selfies or spontaneous shots taken in the moment. 21

22 Photography Mosaic images We can also combine strong studio portraits with employee snapshots to create a distinctive mosaic image. DXC mosaic images highlight the importance of our people and symbolize how each of us contributes to our success as a company every achievement, every innovation and every happy customer. Full mosaic Mosaics have an overall purple coloration, which helps set them apart as unique to DXC. Use appropriately When used in a piece, the mosaic should be the most prominent image. Do not opt for a mosaic in a situation where the image is too small to see the individual faces within it; they must be large enough to see as people, not pixels. A tab box may be used with the mosaic if needed, but to avoid clutter, keep text to a minimum. Finally, mosaics draw attention to themselves, so do not use more than one mosaic per piece. Never create or alter mosaics yourself Because mosaics are time-consuming and require a high level of design skill, do not attempt to create a mosaic yourself or to alter one that already exists. Instead, download the mosaics in the DXC Photo Library. Search with keyword mosaic. Detail Mosaics consist of one large underlying studio portrait and many smaller employee snapshots. 22

23 Photography Mosaic misuses Here are some common misuses of mosaics, to guide you on what to avoid. Don t create your own mosaic or alter a mosaic from the DXC Photo Library. Don t crop the mosaic too tightly. Don t use other colors in a mosaic; bright purple is the only color that can be used. Don t create mosaics from non-employee images. 23

24 Photography Non-employee images Employee images are the cornerstone of our brand, so remember that non-employee images are the exception, not the rule. With this in mind, reserve your use of nonemployee images for specific instances such as: Communicating DXC industries/offerings/layers of the Enterprise Technology Stack Representing the work of our customers in specific industries Representing a non-dxc role, such as a doctor or a construction worker: Use such images only if absolutely necessary always opt for an industry image without a person in it as your first preference. For example, use a fire hydrant instead of a firefighter, or an airplane instead of a pilot. Also see Page 25, Photography Usage, for further guidance on the use of non-employee images. Digital enhancements In keeping with our brand principle of clean, functional design, digital enhancements (such as layers) must never be added on or superimposed simply to show the general feel of a technology. Rather, a digital overlay should only be used to depict what the technology would look like in actual use, or if it could somehow be made visible to an observer. Never use digital layers as mere decorative elements. Example of a non-employee image for a DXC offering. Example of a person in a non-dxc role, such as a doctor. Use such an image only if unavoidable choose an industry image without a person in it as your first preference. Example of a non-employee image for a DXC industry. Digital overlay adds meaning to show what the technology would look like if it were visible. Note that the image still stays clean and simple. 24

25 Photography Photography usage Whether it s a DXC employee image, a non-employee image (see guidance below) or a digitally enhanced photo, DXC s central guideline for photography is always the same: Keep your images simple, bold and compelling, with a strong focal point and minimal clutter. Image priority guidance When choosing/prioritizing images, our first preference is always to use authentic photos of our own employees. When we need to show a role that is not held by our employees (for example, a pilot or a firefighter), we can consider using a stock image, but even in this rare instance, try restricting the image to focus on the hands, back of head, etc., rather than showing the entire person. Alternatively, we can use an industry photo that doesn t have people in it (for example, an airplane instead of a pilot) to avoid showing a non-dxc employee. Shown on the right are some things to avoid while composing images. Don t add a technology overlay for its own sake. Use an overlay only to show a real technology. Don t use an overlay that detracts from the underlying image and feels like clutter. Always keep the focal point of your image simple and compelling. Don t use a stock photo when a photo of a real DXC employee could be used instead. Real employees are authentic, and they are the cornerstone of our brand. Don t use non-dxc employee photos unless absolutely unavoidable; instead, use an industry photo without any people in it. 25