TERADATA 2015 PARTNERS CONFERENCE & EXPO BRANDED ST YLE GUIDE

TERADATA 2015 PARTNERS CONFERENCE & EXPO BRANDED ST YLE GUIDE

Breaking Big BREAKING BIG is an assertive, positive, and empowering theme that will resonate with and inspire the PARTNERS target audience on multiple levels. It represents: CHANGE: It's time to rethink Big Data. BREAKING BIG represents a movement away a break from the historical big data mindset and enables a new reality. We re breaking the mold and moving towards what s next. CONTROL: Making the potential of big data even bigger, but making it work harder, doing more and getting more value from the data. No one delivers more value from big data we are the leaders. If you want to know what s coming next, PARTNERS is where you need to be. This is the tone and these are the desires of our audience in 2015. 1

Word Mark 1-Color Version 2015 Theme Word Mark The theme concept of Breaking Big alludes to universal concepts/sayings of breaking away, breaking out and breaking the mold, all generally carrying positive associations about innovation, differentiation, courage, significant progress, and exceptional performance. The motivation of the word mark articulates these very attributes, breakout and breaking the mold. The rich saturated colors provides a confident yet festive approach. B/W Version (Reversed) 2

Sizing and Clear Space 1 A. Clear Space B. Clear Space (Circular) C. Minimum Size Keep the area equal to the width of the letter B of the word mark around the logo clear of any graphic elements or text. Leave at least this distance between the logo and the edge of the layout. The safe area is equal to the height of the B in Data, surrounding a circle with the same diameter as the logo. To maintain legibility of the word mark, it must be at least 1. The word mark s width determines the minimum size. To maintain legibility, do not reproduce the logo any smaller than the minimum size. 3

Sign-Off Lockup A. Stacked TERADATA 2015 PARTNERS Conference & Expo Anaheim, CA Oct 18-22 TERADATA 2015 PARTNERS Conference & Expo Anaheim, CA Oct 18-22 B. Horizontal 4

Extensions Business Analytics Insight Marketing Discovery Super Tracks The extension names are represented by a defined color used within the assigned Breaking Big color palette. When developing a specific design extension, the parent color should be represented to help differentiate amongst the other extensions. 5

Color Pallet Primary Palette The primary color palette serves as a foundational palette that works universally across all of Breaking Big. Made up of diverse collection of saturation, these colors will anchor and balance color expressions when used with extended primary and secondary palettes. PRIMARY EXTENDED 660 360 1665 637 199 76 47 0 0 61 125 202 61 0 95 0 107 192 75 0 85 100 0 240 78 35 61 2 8 0 75 193 225 10 100 79 2 214 30 60 3D7DCA 6BC04B F04E23 4BC1E1 D61E3C Secondary Palette Secondary supplemental base colors span into the Teradata branding color pallet. These colors have been selected as a foundation from which to build and evolve. SECONDARY 7413 0 53 100 4 236 136 29 EC881D 425 0 0 0 77 226 227 231 9A9B9D 428 14 11 11 0 216 216 216 D8D8D8 6

Typography Roboto Slab Thin Robotoa Slab Light Roboto Slab Regular Roboto Slab Bold A. Brandon Thin Brandon Light Brandon Regular Brandon Medium Brandon Bold Brandon Black B. Arial C. A. Roboto Slab (Headline) Roboto has a dual nature. It has a mechanical skeleton and the forms are largely geometric. At the same time, the font features friendly and open curves. While some grotesques distort their letterforms to force a rigid rhythm, Roboto doesn t compromise, allowing letters to be settled into their natural width. This makes for a more natural reading rhythm more commonly found in humanist and serif types. B. Brandon (Body Copy - Optional Headline) Brandon is a clean, versatile typeface with many sizes and weights that we can use for print, application, or context. Please do not use any substitutes. Brandon Regular works well for display copy. Brandon Bold, Medium or even Light are acceptable alternates. Brandon Regular and Medium are the most legible and will work at smaller point sizes. If emphasis is needed in a specific word or line, Medium or Bold should be used. C. Arial Arial is the font to be used for digital usage, in email, in Microsoft Office applications like PowerPoint or Word, or when translating into languages with characters not available in Brandon. However, Arial should never be used in professional print communications or signage. In these cases, Brandon must be used. 7

Key Art Data Splash Inspired by the endless mutations in data-dynamics, data algorithms and data structures, the Data Splash theme celebrates the organic mixture of artistic styling with technology. Our world is now a virtual data rain forest. It s messy, colorful, and alive. Because data continuously surrounds us at every moment we ve established a symbiotic relationship with it and it s an essential part of our lives and who we are. 8

Key Art Data Splash The data splash is paired with an individual representative of the PARTNERS audience. 9

Contact For access to key assets please contact: Katie Fleischman Client Account Leader WILSON Repositioning Mature Brands 3060 South Tech Blvd. Dayton, OH 45342 (937) 291-4899 wilsonrebranding.com 10