Brand Guidelines BRAND GUIDELINES Designed & developed by WORK AS, Oslo VERSION 1.0 JUL 1 Y 2013

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1 Brand Guidelines Designed & developed BRAND by WORK GUIDELINES AS, Oslo VERSION 1.0 JUL 20131

2 Content SECTION 1 THE ACANO BRAND SECTION 2 BASIC BRAND ELEMENTS SECTION 3 ELEMENTS IN USE Vision statement 4 Moodboard 5 Brand introduction 8 Brand identity assets 9 Logo 10 Logo rules & tips 11 Colors & materials 12 Typography 13 Typography in use 14 Typography for shared docs. 15 Icons 16 Icon overview 17 Photo style introduction 19 Photo style samples 20 Applied brand identity 22 Applied brand samples 23 Joint branding principles 25 Use of tagline 29 Joint branding w/tagline 30 QUESTIONS? Contact info 33 2

3 Section 1: The Acano Brand 3

4 VISION STATMENT Human progress has been fueled by the exchange of ideas. But what happens when technology limits this exchange? When our best ideas don t add up to much because the right people fail to connect? Acano unites previously incompatible audio, video and web technologies in cospaces virtual meeting rooms, only radically better. With cospaces, people work wherever their ideas and creativity thrive. Enter your cospace. 4

5 Moodboard Mood boards visually illustrate the direction of style which we are pursuing. They serve as a visual tool to reference the overall feel that we are trying to achieve. With Acano we are approachable by focusing on daylight, white space, solid materials, precise craft, clean typography and a splash of color to brighten the perception of the brand. We operate in the digital realm but we are more about sharing the experience and removing technology. Technology is in the background and there to make our experience better, not to be flaunted. 5

6 Accelerate ideas by rethinking the way we collaborate across space and time. FRESH Intuitive & Human Acano Mood Board, July

7 Section 2: Basic Brand Elements 7

8 INTRODUCTION The web has made us all global companies. With desktops, mobiles and pads online location has become less relevant and this couldn t be more true with Acano. The brand identity should express itself in every touchpoint of the brand to give a consistent brand expression regardless of language and culture. Brand identity is tangible and appeals to the senses. ou can see it, touch it, hold it, hear it, watch it move. Brand identity fuels recognition, amplifies differentiation, and makes big ideas and meaning accessible. Brand identity takes separate elements and unifies them into a whole system. This document gives guidelines to achieve a stronger brand identity. 8

9 Brand Identity Assets The Acano brand identity assets consist of a wordmark as our logo, a color palette, a family of fonts and a set of unique UI icons. The following pages give further introduction to when and how these elements should be used in order to create the strongest possible brand appearance. LOGO FONT HELLO FREEDOM say goodbye to technology silos and missed connections COLOR PALETTE UI ICONS 9

10 Acano Wordmark The Acano wordmark is the result of a careful exploration of graphic styles to appropriately reflect the attitude of Acano. The attributes of each letter is considered as well as the relationship between them to make it unique and recognizable and legible at the same time. The Acano wordmark is our signature and should not be modified for any reason. PRIMAR LOGO Spicy Red NEGATIVE LOGO Spicy Red SECONDAR LOGO Grey NEGATIVE LOGO Grey 10

11 Logo Rules & Tips When applying the Acano logo it is important to surround it with whitespace to avoid clutter and enhance read. As a rule of thumb we propose the height of the logo as this clear space around the logo. CLEAR SPACE = 1x = 1x = 1x Recommended surrounding whitespace is equivalent to the height of the logo. Although we like to see our logo big, the logo is drawn to be able to appear small but there is a limit to this. We therefore recommend a minimum logo size of 13mm / 0.5. MINIMUM SIZE 13mm /

12 Colors & Materials The primary brand color is Acano Spicy Red. The color carries a punch so we recommend using it sparsely to maintain a light overall feel. Avoid using all colors on the same page unless you are working with graphs and charts. Tints of the colors are allowed to add depth. PRIMAR COLORS SUPPORTING COLORS ACANO SPIC RED PMS: Pantone Warm Red CMK: 00 / 81 / 89 / 00 RGB: 255 / 55 / 34 HE: ff3722 FILM: 3M NCS: R BM: , Bull s Eye Red RAL: 3020, Traffic Red NOTE! The Acano Spicy Red color will appear different depending on the color code and treatments used. Refer to these codes to get as close as possible to our desired color range. If the color codes referred to here are not available from your supplier please contact the design/ marketing team for assistance. SECONDAR COLORS & MATERIALS Color code description and recommended use. The color codes provided are the most common colors used internationally. If in doubt of which code to provide here is a quick introduction : PMS: Pantone Most accurate for professional printing and therefore recommended whenever possible. CMK: also referred to as 4-color printing process, less accurate/crisp than PMS but also less cost. RGB: Standard screen/monitor color, also recommended for Word, Excel and PowerPoint files. HE: Hexadecimal HTML color code for web. FILM: 3M self colored adhesive film. NCS: Natural Color System Interior paint color (EU/Asia) BM: Benjamin Moore Interior paint for North America. RAL: Used for varnish and powder coating. GRE 1 PMS: 420 CMK: 6 / 4 / 6 / 13 RGB: 199 / 201 / 199 HE: C7C9C7 FILM: 3M NCS: 1500-N BM: , Whitestone RAL: 7047, Telegrey 4 GRE 2 PMS: 422 CMK: 19 / 12 / 13 / 34 RGB: 158 / 162 / 162 HE: 9EA2A2 FILM: 3M NCS: 3000-N BM: , Pewter RAL: 7004, Signal Gray GRE 3 PMS: 424 CMK: 19 / 12 / 13 / 34 RGB: 112 / 115 / 114 HE: FILM: 3M NCS: 5500-N BM: , Steel Wool RAL: 7046, Telegrey 2 GRE 4 PMS: 425 CMK: 48 / 29 / 26 / 76 RGB: 84 / 88 / 90 HE: 54585A FILM: 3M NCS: 7500-N BM: , Gray RAL: 7011, Iron Gray GRE 5 PMS: 426 CMK: 94 / 77 / 53 / 94 RGB: 37 / 40 / 42 HE: 25282A FILM: 3M NCS: 8500-N BM: , Wrought Iron RAL: 7021, Black Gray GLACIER BLUE PMS: Pantone 306 CMK: RGB: 0 / 180 / 226 HE: 00B5E2 FOLIE: 3M NCS: 1060-B BM: N/A RAL: 5012, Light Blue OAK Oiled solid oak. ALUMINUM Solid aluminum with a matte finish. 12

13 Typography Type is an integral part of the corporate identity, and used together with the corporate colors becomes a powerful visual communication tool. Consistent typography enables material to be presented in a clear, distinctive manner. The type face Proxima Nova has been chosen on the basis of its flexibility and legibility. Note: Never replace Proxima Nova with fonts that appear similar. PROIMA NOVA The Big Idea Acano unites previously INCOMPATIBLE AUDIO, VIDEO AND WEB TECHNOLOGIES IN COSPACES Contact the marketing department for a licensed copy of the font. PROIMA NOVA Light PROIMA NOVA Semibold ABCDEFGHIJKLMNOPQRSTUVWZÆØÅ abcdefghijklmnopqrstuvwxyzæøå &@?!+-/* ABCDEFGHIJKLMNOPQRSTUVWZÆØÅ abcdefghijklmnopqrstuvwxyzæøå &@?!+-/* PROIMA NOVA Regular ABCDEFGHIJKLMNOPQRSTUVWZÆØÅ abcdefghijklmnopqrstuvwxyzæøå &@?!+-/* PROIMA NOVA Bold ABCDEFGHIJKLMNOPQRSTUVWZÆØÅ abcdefghijklmnopqrstuvwxyzæøå &@?!+-/* 13

14 Typography in use Proxima Nova offers many weights and all of these are recommended however for different use. To get you started on the right track we have some recommendations for use of styles to achieve a consistent Acano brand appearance. PROIMA NOVA The Big Idea It s about the experience not the technology. Whether you are on a smartphone, tablet or PC, place phone calls, video calls and share content in the same way. HEADING: Proxima Nova light SUBHEAD: Proxima Nova regular Join the same meeting on audio as someone using video. The technology disappears and everyone simply gets the best possible experience no matter his or her device. BOD COP: Proxima Nova regular Unlimited devices, at the same time Have any number of devices you like. Move seamlessly between devices. Use whichever you prefer. ou can also use multiple devices at the same time. Use your phone for voice privacy and your ipad for video. Or your video endpoint to see people and your ipad to see a presentation. PARAGRAPH HEADING: Proxima Nova bold 14

15 Typography for shared documents Arial is the recommended typeface for use on personal computers when creating body text in correspondence documents. Typical example is a Powerpoint document that can be shared with others that may not have Proxima Nova installed on their computer. ARIAL Regular ABCDEFGHIJKLMNOPQRSTUVWZÆØÅ abcdefghijklmnopqrstuvwxyzæøå &@?!+-/* ARIAL Bold ABCDEFGHIJKLMNOPQRSTUVWZÆØÅ abcdefghijklmnopqrstuvwxyzæøå &@?!+-/* Note: Arial is avaiiable on practically every computer out there so stick to Arial and don t switch with another similar font. 15

16 UI Icons User interface icons, or UI icons are made unique to Acano and designed to enhance the user experience and clarify commands and actions. STLE SAMPLES Just like typography, they are never to be substituted with icons that are not in the Acano icon family. 16

17 UI ICON OVERVIEW GENERAL MAIN SECTIONS/VIEWS Sharing/ Connect Device Full screen Exit Full screen information Help Activity People cospaces Error Search Edit More Connecting AUDIO Favorite Settings Account settings Keypad Participant list Microphone Microphone mute Speaker Speaker Mute Chat Layouts Add participant Status indicator Pause Play Expand/ plus CALL / END CALL Call End call Join call / enter room Leave call/ leave room 17

18 UI ICON OVERVIEW CAMERA DEVICES Camera Camera mute Change camera orientation Smartphone Tablet Laptop Endpoint (single screen) Endpoint (dual screen) PARTICIPANT STATUSES imac PC Audio only participants in call Participant status: speaking P. status: sharing/ presenting invitation declined SELF VIEW LAOUT OPTIONS Minimize self view container Expand self view container Layout 1: Audio only Layout 2: All equal Layout 3: Telepresence Layout 4: Speaker only Layout 5: Presentation ENCRPTIONS Layout 6: Presentation + video Encryption on Encryption off 18

19 ACANO PHOTO STLE Photography is a powerful communication tool and should be considered carefully, so remember: We like light and bright environments with tons of daylight it can be modern, but never techy. It is easier to grasp our communication if we focus on one thing at a time. We design for people so they are more than welcome in our photos but what we communicate should stay in focus. Always try to show elements of professional references, i.e. business shirts, not t-shirts. 19

20 PHOTO STLE SAMPLES 20

21 Section 3: Elements in use 21

22 APPLIED BRAND IDENTIT Different purpose calls for different application. We have some general guidelines when applying the brand: A product is something we interact with every day and it should always have a crisp and legible logo to remind the user of the brand but remember that a legible logo doesn t mean big. A promotional item is not something we interact with as often and it can be more playful and scaled up with promotion the purpose is to attract attention. 22

23 APPLIED BRAND SAMPLES 23

24 APPLIED BRAND SAMPLES 24

25 Joint Branding Principles For joint branding we have developed some simple rules illustrated on the following pages to achieve the ideal relationship between the Acano logo and other marks. Choose the one most applicable to the mark you are cobranding with. EAMPLES The examples shown here do not symbolize any current or planned affiliation. Note: - The objective is to achieve equal visual balance. - Partner logos should be placed without taglines to avoid clutter and small type that is hard to read. - Always position logos centered vertically. - The vertical bar is always as high as the Acano wordmark - Some adjustments might be necessary to achieve the overall goal of harmony and readabliity. 25

26 Joint Branding Vertical & square logos When working with logos that are either vertically stacked or of square propotion the maximum height is 2.5 times the height of the acano wordmark and 0.75 times the width of the Acano wordmark. EAMPLES 2,5 The examples shown here do not symbolize any current or planned affiliation. 2,5 Maximum 0.75 Note: - Alignment should be centered vertically 2,5 26

27 Joint Branding Horizontal logos w/symbol Logos that have symbol and wordmark connected should be maximum 1.5 times the height of the Acano wordmark. Maximum length is 2 times the length of the Acano wordmark. EAMPLES The examples shown here do not symbolize any current or planned affiliation Note: - Alignment should be centered vertically

28 Joint Branding Wordmarks Wordmarks are logos that consist of letterforms only and no symbol attached to them. The rule here is simple the logo should simply be the same height as the Acano logo. There are no length limitations. EAMPLES 1 The examples shown here do not symbolize any current or planned affiliation. 1 Note: - Alignment should be centered vertically - If the logo consists of lowercase letters like the Viju and Acer logos shown here, the lowercase letters should be the same height as the Acano logo

29 Use of tagline When using a tagline with the Acano logo our recommendation is that the tagline should respect the size ratio shown here for a balanced logo vs. tagline relationship. EAMPLES As the example shows the tagline cap heigh is 1/2 the height of the Acano logo and also placed 1/2 of the Acano logo height below the logo the tagline should be aligned to the left side of the logo horizontally. x 1/2 x Official Partner Subtitle rendered in Proxima Nova Light 1/2 x Licensed Partner Official Business Partner 29

30 Joint Branding w/tagline Vertical & square When working with logos that are either vertically stacked or of square proportion the maximum height is 2.5 times the height of the acano wordmark and 0.75 times the width of the Acano wordmark. STLE SAMPLES 2,5 The examples shown here do not symbolize any current or planned affiliation. Maximum 0.75 Note: - Alignment should be centered vertically 2,5 2,5 30

31 Joint Branding w/tagline Horizontal w/symbol Logos that have symbol and wordmark connected should be maximum 1.5 times the height of the Acano wordmark. Maximum length is 2 times the length of the Acano wordmark. STLE SAMPLES The examples shown here do not symbolize any current or planned affiliation Note: - Alignment should be centered vertically

32 Joint Branding w/tagline Wordmarks Wordmarks are logos that consist of letterforms only and no symbol attached to them. The rule here is simple the logo should simply be the same height as the Acano logo. There are no length limitations. STLE SAMPLES The examples shown here do not symbolize any current or planned affiliation. Note: - Alignment should be centered vertically - If the logo consists of lowercase letters like the Viju and Acer logos shown here, the lowercase letters should be the same height as the Acano logo. 32

33 Contact Questions on applying the brand? Contact: Jean Rosauer