1BRAND GUIDELINES
Brand Guidelines
VERSION 1.0 | JULY 2013Designed & developed by WORK AS, Oslo
2BRAND GUIDELINES
Content
SECTION 1 ! THE ACANO BRAND
Vision statement 4
Moodboard 5
SECTION 2 ! BASIC BRAND ELEMENTS
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
SECTION 3 ! ELEMENTS IN USE
Applied brand identity 22
Applied brand samples 23
Joint branding principles 25
Use of tagline 29
Joint branding w/tagline 30
Contact info 33
QUESTIONS?
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Section 1:The Acano Brand
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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.
VISION STATMENT
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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.
Moodboard
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Accelerate ideas by rethinking the way we collaborate across space and time.
FRESHIntuitive& Human
Acano Mood Board, July 2013 –
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Section 2:Basic Brand Elements
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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. You can see it, touch it, hold it, hear it, watch it move. Brand identity fuels recognition, amplifies di"erentiation, 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.
INTRODUCTION
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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
COLOR PALETTE UI ICONS
HELLO FREEDOMsay goodbye
to technology silos and missed connections
1234567890
@&#
Brand Identity Assets
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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.
Acano WordmarkPRIMARY LOGO – Spicy Red SECONDARY LOGO – Grey
NEGATIVE LOGO – Spicy Red NEGATIVE LOGO – Grey
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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.
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”.
Logo Rules & Tips
= 1x
= 1x
= 1x
13mm / 0.5”
Recommended surrounding whitespace is equivalent to the height of the logo.
CLEAR SPACE
MINIMUM SIZE
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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.
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. CMYK: 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.HEX: 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.
NOTE!The Acano Spicy Red color will appear di!erent 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.
Colors & Materials
PRIMARY COLORS
SUPPORTING COLORS SECONDARY COLORS & MATERIALS
ACANO SPICY RED
PMS: Pantone Warm RedCMYK: 00 / 81 / 89 / 00RGB: 255 / 55 / 34HEX: !3722FILM: 3M 100-368NCS: 0580-Y90RBM: 2002-20, Bull’s Eye Red RAL: 3020, Tra"c Red
GREY 1
PMS: 420CMYK: 6 / 4 / 6 / 13RGB: 199 / 201 / 199HEX: C7C9C7FILM: 3M 100-384NCS: 1500-NBM: 2134-60, Whitestone RAL: 7047, Telegrey 4
GREY 4
PMS: 425CMYK: 48 / 29 / 26 / 76RGB: 84 / 88 / 90HEX: 54585AFILM: 3M 100-706NCS: 7500-NBM: 2121-10, Gray RAL: 7011, Iron Gray
GLACIER BLUE
PMS: Pantone 306CMYK: 75 | 0 | 5 | 0RGB: 0 / 180 / 226HEX: 00B5E2FOLIE: 3M 100-602NCS: 1060-BBM: N/A RAL: 5012, Light Blue
GREY 2
PMS: 422CMYK: 19 / 12 / 13 / 34RGB: 158 / 162 / 162HEX: 9EA2A2FILM: 3M 100-605NCS: 3000-NBM: 2121-30, Pewter RAL: 7004, Signal Gray
GREY 5
PMS: 426CMYK: 94 / 77 / 53 / 94RGB: 37 / 40 / 42HEX: 25282AFILM: 3M 100-12NCS: 8500-NBM: 2124-10, Wrought Iron RAL: 7021, Black Gray
OAK
Oiled solid oak.
GREY 3
PMS: 424CMYK: 19 / 12 / 13 / 34RGB: 112 / 115 / 114HEX: 707372FILM: 3M 100-038NCS: 5500-NBM: 2121-20, Steel Wool RAL: 7046, Telegrey 2
ALUMINUM
Solid aluminum with a matte finish.
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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.
Contact the marketing department for a licensed copy of the font.
Typography
PROXIMA NOVA
ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ abcdefghijklmnopqrstuvwxyzæøå 1234567890 &@?!+-/*
PROXIMA NOVA | Light
ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ abcdefghijklmnopqrstuvwxyzæøå 1234567890 &@?!+-/*
PROXIMA NOVA | Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ abcdefghijklmnopqrstuvwxyzæøå 1234567890 &@?!+-/*
PROXIMA NOVA | Semibold
ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ abcdefghijklmnopqrstuvwxyzæøå 1234567890 &@?!+-/*
PROXIMA NOVA | Bold
The Big IdeaAcano unites previouslyINCOMPATIBLE AUDIO, VIDEO AND WEB TECHNOLOGIES
IN COSPACES
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Proxima Nova o!ers many weights and all of these are recommended however for di!erent use.
To get you started on the right track we have some recommendations for use of styles to achieve a consistent Acano brand appearance.
Typography in use
PROXIMA NOVA
The Big Idea HEADING:Proxima Nova light
SUBHEAD:Proxima Nova regular
BODY COPY:Proxima Nova regular
PARAGRAPH HEADING:Proxima Nova bold
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.
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.
Unlimited devices, at the same timeHave any number of devices you like. Move seamlessly between devices. Use whichever you prefer. You 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.
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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.
Note:Arial is avaiiable on practically every computer out there so stick to Arial and don’t switch with another “similar” font.
Typography for shared documents
ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ abcdefghijklmnopqrstuvwxyzæøå 1234567890 &@?!+-/*
ARIAL | Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ abcdefghijklmnopqrstuvwxyzæøå 1234567890 &@?!+-/*
ARIAL | Bold
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User interface icons, or UI icons are made unique to Acano and designed to enhance the user experience and clarify commands and actions.
Just like typography, they are never to be substituted with icons that are not in the Acano icon family.
UI Icons
STYLE SAMPLES
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UI ICON OVERVIEW
Activity People coSpaces
Speaker Mute
SpeakerMicrophone mute
Microphone
GENERAL
Keypad
Layouts
More
Settings
Edit
Chat
Favorite
Search ConnectingError
Account settings
Sharing/ Connect Device#
Full screen Exit Full screen
information Help
Add participant
Participant list
Play
Status indicator
Pause
Expand/ plus
MAIN SECTIONS/VIEWS
AUDIO
CALL / END CALL
Call End call Join call / enter room
Leave call/ leave room
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UI ICON OVERVIEW
SELF VIEW
Expandself view container
Minimize self view container
LAYOUT OPTIONS
Layout 2:All equal
Layout 1:Audio only
Layout 3:Telepresence
Layout 5:Presentation
Layout 4:Speaker only
Layout 6:Presentation
+ video
PARTICIPANT STATUSES
P. status: sharing/
presenting
Audio only participants
in call
Participant status:
speaking
invitation declined
DEVICES
Tablet
iMac
Endpoint(single screen)
Endpoint(dual screen)
PC
Smartphone Laptop
ENCRYPTIONS
Encryption on Encryption o!
CAMERA
Change camera
orientation
Camera muteCamera
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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.
ACANO PHOTO STYLE
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PHOTO STYLE ! SAMPLES
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Section 3:Elements in use
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Di"erent purpose calls for di"erent 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.
APPLIED BRAND IDENTITY
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APPLIED BRAND SAMPLES
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APPLIED BRAND SAMPLES
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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 co-branding with.
The examples shown here do not symbolize any current or planned a!liation.
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.
Joint Branding Principles
EXAMPLES
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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.
The examples shown here do not symbolize any current or planned a!liation.
Note:- Alignment should be centered vertically
Joint Branding – Vertical & square logos
EXAMPLES
X
X YX
2,5 X
X
X YX
Maximum 0.75 Y
2,5 X
X
X YX
2,5 X
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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.
The examples shown here do not symbolize any current or planned a!liation.
Note:- Alignment should be centered vertically.
Joint Branding – Horizontal logos w/symbol
EXAMPLES
X
X YX
1.5 X
2Y
1.5 X
2Y
X
X YX
X
X YX
1.5 X
2Y
X
X YX2Y
1.5 X
X
X YX2Y
1.5 X
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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.
The examples shown here do not symbolize any current or planned a!liation.
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.
Joint Branding – Wordmarks
EXAMPLES
X
X YX
1 X
X
X YX
1 X
X
X YX
1 X
X
X YX
1 X
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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.
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.
Use of tagline
EXAMPLES
X
Y
O!cial Partner
x
1/2 x
1/2 x
Subtitle rendered in Proxima Nova Light
O!cial Business Partner
Licensed Partner
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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.
The examples shown here do not symbolize any current or planned a!liation.
Note:- Alignment should be centered vertically
Joint Branding w/tagline – Vertical & square
STYLE SAMPLES
X
X YX
2,5 X
X
X YX
2,5 X
X
XY
XMaximum 0.75 Y
2,5 X
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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.
The examples shown here do not symbolize any current or planned a!liation.
Note:- Alignment should be centered vertically.
Joint Branding w/tagline – Horizontal w/symbol
STYLE SAMPLES
1.5 X
X
1X Y2Y
1X
1.5 XX
1X Y2Y
1X
1.5 X
X
1X Y2Y
1X
1.5 X
X
1X Y2Y
1X
1.5 X
X
1X Y2Y
1X
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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.
The examples shown here do not symbolize any current or planned a!liation.
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.
Joint Branding w/tagline – Wordmarks
STYLE SAMPLES
X
X
X YX
X
X
X YX
X
X
X YX
X
X
X YX
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Questions on applying the brand?
Contact:
Jean [email protected]+1 202-531-7966
Contact