Brand Book October 2013 www.fractal-design.com
Table of Contents Our Promise: B2C 3 Our Promise: B2B 4 Our Journey 5 Our Principles 6 Target Group 7 Logo Guidelines 8 Typefaces 10 Taglines 11 Products: Cases 12 Products: Power Supplies 14 Products: Case Fans 15 2
Our visions and goals Without a doubt, computers are more than just technology - they have become an integral part of our lives. Computers do more than make living easier, they often define the functionality and design of our homes, our offices and ourselves. The products we choose represent how we want to describe the world around us and how we want others to perceive us. Many of us are drawn to designs from Scandinavia, which are organized, clean and functional while remaining stylish, sleek and elegant. We like these designs because they harmonize with our surroundings and become nearly transparent. Brands like Georg Jensen, Bang Olufsen, Skagen Watches and Ikea are just a few that represent this Scandinavian style and efficiency. In the world of computer components, there is only one name you should know, Fractal Design. Our Promise: B2C The path to reaching our goals To attain our goal of providing functional, efficient and sleek Scandinavian designed products for our customers, we apply extreme focus, research and passion each step of the way. Taking pride and extra care from the brainstorming phase through to the planning, design and production phase, we are dedicated to bringing you reliable and quality designs. Spreading the word Fractal Design has an objective to share our vision and goals with all partners distributors, resellers, project partners and end users. The message must be clear, consistent and give all partners confidence in the brand and team behind the brand. Whoever we are speaking to should get a full picture of Fractal Design s brand identity, visions and goals. 3
Our visions and goals Our Promise: B2B Our vision is to have a constant, healthy growth together with our partners worldwide. Our goal is to be widely recognized for our design-focused products and to have them available in all major markets within EU, US and Asia. We strive to be a good alternative to the already established retail brands available today. It is of great importance to us that our partners understand the values of Fractal Design; therefore we put great effort into choosing the right partners from the start. We promise to proactively work to maintain sales territories and a profitable business together with our partners. The path to reaching our goals In today s increasingly competitive market, it s not enough to just provide excellent products. Regular and well-planned marketing activities in close cooperation with the channel and relevant media are key factors on the path to success. We are well experienced in marketing brands in the IT business, and we will use this to create efficient marketing tools to gain a bigger market share as well as good earning potential for our channel. 4
Our Journey Milestones 2007 - Fractal Design is founded in Göteborg, Sweden 2008 - Launch of the Silent Series fans and Newton PSU series 2009 - Launch of the award winning and worldwide successful Define R2 case 2010 - Establishment of Fractal Design North America Inc covering North American market 2011 - Launch of new case families: Arc and Core 2012 - Launch of Node series, new Integra and Tesla PSU families and the Define R4 2013 - Continued, dedicated growth for the company itself and the brand 5
The concept - Design Our Principles The concept of Fractal Design is to provide products with an extraordinary level of design, without compromising the important factors of quality, functionality and pricing. Today s computer has evolved into playing a central role in most homes, creating a demand for appealing design of the computer itself and its accessories. Our main product areas are computer enclosures, power supplies and related accessories. Designed and engineered in Sweden All Fractal Design products have been carefully designed and tested in our Swedish headquarters. The well-known elementsof Scandinavian design can be found throughout all of our product lines; a minimalistic, elegant and simple design, embracing the motto of less is more. We are true listeners Year over year, the Fractal Design brand continues to growand we pride ourselves on honestly listening to our partners and customers. All feedback is carefully considered and new revisions of products as well as new product line launches are a direct response to the demand and feedbackreceived from the market. 6
Fractal Design brand users are loyal, computer enthusiasts who put emphasis on design and quality. Target Group Age: 18-25 who are looking for value for their investment; 26+ who put a heavier emphasis into design and the look and feel of a computer or entertainment products in their home. Gender: Historically speaking, the majority of our users have been male however an enthusiast is an enthusiast which also includes female users. Income level: Middle class working folk - both blue collar and white collar workers. Attitudes/behaviours: Our target users take pride in their appearance and in the appearance of their possessions. They appreciate the element of design, configurability and functionaity in the products they purchase. Price plays a role in their purchasing behaviour as getting value for their hard-earned money is an important factor. Interests/hobbies: Our users are not just gaming and computer hardware enthusiasts. They are also everyday users who simply put an emphasis on a well designed products. 7
Snowflake color palettes Snowflake (interior): Solid Coated: PANTONE 297 C (or EC) Solid Uncoated: PANTONE 297 U CMYK: 48,0,0,0 RBG: 110,207,246 #6ecff6 Logo Guidelines Snowflake (exterior outline): Solid Coated: PANTONE 299 C (or EC) Solid Uncoated: PANTONE 299 U CMYK: 82,10,0,0 RBG: 0,174,239 #00aeef IMPORTANT: Original file proportions must be maintained. Do NOT stretch snowflake in any direction. If enlarging or decreasing the size of the snowflake, one must do so while keeping fixed aspect ratios as per the original logo file. Opacity may be applied to the snowflake to give a faded effect - but should still be visible. 8
Logo color palette Fractal Design type: Solid Coated: PANTONE Black 7 C Solid Uncoated: PANTONE Black 7 U CMYK: 0,0,0,100 RGB: 29,29,27 #1d1d1b Logo Guidelines IMPORTANT: Original file proportions must be maintained. Do NOT stretch the logo in any direction. If enlarging or decreasing the size of the logo type, one must do so while keeping fixed aspect ratios as per the original logo file. No gradient can be applied to the logotype. Solid black or white logo text, depending on the background it is placed on. If placed on an ice background or any other colour other than black or white, use a transparent background. Do not insert a logo template that uses a black or white background in this case. Improper uses: 9
Forgotten Futurist Bold This font is used for headlines, text in ads, taglines. Typefaces: Print and web Serpentine Light This font is used for taglines and body text. Arial This font is used for body text. 10
The words behind the concept of less is more Taglines 1. Scandinavian Design 2. Fractal Design brings you Scandinavian design and quality 3. Skandinavisk design och kvalitet 4. Designed and engineered in Sweden The taglines should always remain in English or Swedish on any documents, marketing material and advertisements, depending on which tagline is used. Other copy on the page may be written in other languages but the taglines as indicated above shall remain consistently in the respective languages. Scandinavian Design Skandinavisk design och kvalitet Fractal Design brings you Scandinavian design and quality Scandinavian Design Skandinavisk design och kvalitet Fractal Design brings you Scandinavian design and quality 11
DEFINE series The DEFINE series of cases focuses on delivering the perfect balance between silent and minimalistic Scandinavian design. The understated look and feel allows fora natural fit into your home or office while never compromising on quality, performance or configurability. Products: Cases Models available in this family: DEFINE Mini, DEFINE R4, DEFINE XL R2 ARC series The ARC series of cases creates a niche of its own through an unparalleled combination of stellar performance and optimized cooling and airflow coupled with Scandinavian style and elegance. Offered in two tower sizes - mini and midi- keeping a performance-driven system cool has never been easier. Models available in this family: ARC Mini R2, ARC Midi R2, ARC XL Define R4 Arc Midi R2 12
CORE series The CORE series of cases sits on the foundation of less is more. Offering uncompromised value and optimized building solutions fused with simplistic Scandinavian design makes the Core series of cases a perfect match for budget savvy and enthusiasts alike. Products: Cases Models available in this family: CORE 1000 USB 3.0, CORE 3000 USB 3.0 NODE series The NODE series of cases offers a stylish way to integrate the computer into your home. With the flexibility to serve as an HTPC, fileserver or media and gaming station, the Node series delivers endless possibilities to combine design and entertainment. Models available in this family: Node 304, Node 605 Core 3000 USB 3.0 Node 304 13
NEWTON series The Newton R3 series of power supply units silently provide clean power at 80 PLUS Platinum certified efficiency. The Newton R3 is the ultimate choice for demanding high-end gaming computers and ultra-quiet media PCs. Models available in this family: 600W, 800W, 1000W, 1000W White Products: Power Supplies TESLA series The Tesla R2 series of power supply units silently provide clean power at 80 PLUS Gold certified efficiency. The Tesla R2 is an excellent choice for demanding high-end gaming computers and powerful workstations. Models available in this family: 500W, 650W, 650W White, 800W, 1000W INTEGRA series The Integra R2 series of power supply units silently provide clean power at 80 PLUS Bronze certified efficiency at an entry-level price.the Integra R2 is a great choice for medium-performance gaming computers and workstations. Models available in this family: 500W, 650W, 750W Newton R3 Tesla R2 Integra R2 14
Silent Series R2 case fans Silent Series R2 fans have been specifically developed to deliver significant airflow while maintaining low noide levels. The fans are available in sizes ranging from 40mm up to 140mm. Products: Case Fans Sizes available in this family: 40mm, 50mm, 60mm, 80mm, 92mm, 120mm, 140mm 15
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