Prophixs brand ıdentıtyresource.prophix.com/links/brand-and-others/2012... · 10 identity 11-15...

January 2012g

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January 2012

Prophix’sbrand ıdentıty

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Welcome to the Brand Identity Guide

Great brands elicit powerful emotions and convey a powerful message.

Successful companies pay constant attention to their brands and treat them like strategic assets. It is a daily activity in which each of us at Prophix must engage if we are to become a leading software vendor in our marketspace.

To stand out in a sea of sameness, we must present a consistent experience to everyone with whom we interact: customers, partners, suppliers, stakeholders and each other. This is the essence of branding: engineering all points of contact, leaving a concise, consistent and indelible impression in the minds of our audience.

This effort is not without its reward: a strong brand means a better Prophix, and a better Prophix ensures we can continue to deliver innovative software solutions to our customers and through our partners around the world.

To help define our brand, we have developed this Brand Identity Guide. This document sets forth guidelines for:

• Messaging

• Logo architecture and usage

• Visual standards including colours and fonts

• Marketing collateral

• And much more

Please review this guide and apply its principles to your daily lives here at Prophix.

Our brand is made up of many elements, from the products and services we offer, to our logo and choice of colours. Your support of our Brand Identity Guide will ensure our mutual success.

Sincerely,

Paul Barber

Chief Executive Officer

January 2012

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contents

Our

1 brand elements2 shared values2 mission3 standard elements4-5 corporate descriptions6 signature7-8 greetings9 elevator pitch10 identity11-15 logo16 visual standards17-21 colours22 typography23 name in print24-26 imagery27-30 presentations31 stationary

January 2012

“A tiny change today brings a dramatically different tomorrow.”

— Richard Bach

Ourbrand elements

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Ourbrand elements

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“Success means never letting the competition define you. Instead you have to define yourself based on a point of view you care deeply about.”

— Tom Chappell

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ourbrand elements

Our shared values

Pride and passionTo believe in and support the business solutions that Prophix develops, and to continually strive to exceed expectations.

PrincipledTo operate with a guiding sense of the requirements and obligations of conduct that will benefit Prophix, while simultaneously upholding the highest ethical standards.

Respect for the individualValuing diversity and unique contributions, empowering our employees, and fostering a trusting, open environment.

InnovationProphix endeavours to incorporate creativity and discipline in the construction of concepts, methods, products and solutions, designed to meet the ever-changing needs of the marketplace and of our customers.

StewardshipFulfilling our obligation to build a better, stronger and more adaptable company, protecting the Prophix brand, meeting our commitments to stakeholders, acting with an owner’s mentality, mentoring the leaders of tomorrow, and striving to improve the performance of all of our employees.

Our missionTo responsibly build our business and develop innovative corporate

performance management software that empowers business leaders

and professionals with greater insight into their businesses by automating

analytical financial processes, making their companies more efficient

and reducing risk while delivering superior value.

Ourstandard elements

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“A brand is a set of differentiating promises that link a product to its customers.”

— Stuart Agres

ourcorporate descriptions

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Three of our five senses are directly related to language. Defining language and voice infuses a brand with an emotional dimension, helps make it real and distinctive, and creates trust and credibility. A carefully developed brand voice:

• Shapes advertising and marketing communications

• Influences how people in the company speak to customers and each other

• Structures how presentations are framed and delivered

Describing Prophix in printProphix has an official descriptive paragraph for the company often referred to as the ‘boilerplate’. It’s used with press releases, financial materials, the web site and other official communications. Varying lengths of the boilerplate are provided.

100 wordsProphix is a leading developer of innovative performance management solutions designed to automate financial and operational processes for customers, making their companies more profitable and reducing their risks. Thousands of finance leaders in nearly one hundred countries use Prophix to empower their organizations and gain valuable insight into business performance. Prophix and its partners deliver superior value by combining high-end functionality with low cost-of-ownership and fast implementations. With powerful and adaptable solutions built entirely on the Microsoft SQL Server stack, Prophix streamlines budgeting, planning, reporting, consolidation, and more.

50 wordsProphix is a leading developer of innovative performance management solutions designed to automate financial and operational processes. Thousands of finance leaders in nearly one hundred countries use Prophix to empower their organizations and gain valuable insight into business performance. Prophix and its partners deliver superior value by combining high-end functionality with low cost-of-ownership and fast implementations.

ourcorporate descriptions

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25 wordsProphix develops innovative performance management solutions for the automation of financial and operational processes. Finance leaders around the world use Prophix to empower their organizations and gain valuable insight into business performance.

Legal text

In printProphix and the Prophix logo are registered trademarks of Prophix Software Inc. in Canada and other countries. All other trademarks are the property of their respective owners. ©(Insert current year or year of use) Prophix Software Inc. All rights reserved.

On the web©(Insert current year or year of use) Prophix Software Inc. All rights reserved.

oursignature

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E-mail signaturesThe standard signature must be used for all internal and external communications. Do not add personal statements, quotes or other phrases to your e-mail signature.

Century Gothic9pts.

Black rule

Your name, title, department (optional)and the companyname

Company address, telephone, extension, fax and e-mail

Legal text, if applicable

ourgreetings

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E-mail out-of-office greetingHow we greet people through e-mail is every bit as important as how we greet them in person or over the phone. When you are going to be away from the office, it is important to communicate to your audience how long they should expect you to be absent, and to whom they can turn for assistance in your absence.

While certain deviations from this script are expected depending on both the specific nature of your job, the outline should be followed as closely as possible.

Standard out-of-office greeting

ourgreetings

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Voice mail greeting

Standard voice mail greetingPlease listen to this message in its entirety.

You’ve reached the voice mail box for Sue Smith in Development. I’m not available to take your call at this time, so if your matter is urgent and you’re calling during normal business hours, please press 0 for the operator and ask for John Doe. Otherwise, please leave a message at the tone and I’ll return your call as soon as possible. Thank you for calling Prophix.

Out-of-office voice mail greetingPlease listen to this message in its entirety.

You’ve reached the voice mail box for Sue Smith. I will be out of the office from Wednesday, November 7 through Friday November 9, returning on Monday, November 12. During this time, I will/will not access to voice messaging. If your matter is urgent, and you’re calling during normal business hours, please press 0 for the operator and ask for John Doe. Otherwise, please leave a message, and I will return your call when I return. Thank you for calling Prophix.

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sOur elevator pitch

Defining CPMCPM, or Corporate Performance Management, refers to a software application or suite of software applications that are used to manage a business. Typically, they automate the process of budgeting, planning, forecasting, reporting and consolidation; processes that are usually managed by a finance department. These applications can not only review what has happened historically at an organization, but use the data to make predictions regarding the future.

Defining ProphixWe are one of the premier software vendors in the CPM marketspace. Companies large and small have relied on Prophix and our software to complement their internal processes to not only manage their CPM requirements, but significantly improve their employee productivity and increase accuracy within their organizations.

Defining what we doWe do much more than sell software. We research, develop and collaborate with our existing customers along with industry analysts to envision and produce a single software product that monitors the metrics of the business, facilitates planning, tracks progress and analyze the results.

Defining our differenceWith over 100 years combined leadership experience within Prophix’s executive management team, Prophix has achieved exponential growth with a business model that merges the spirit of entrepreneurial innovation with disciplined corporate governance. Our software provides our customers with the most comprehensively uniform application that is flexible enough to model their internal business processes along with delivering greater efficiencies and effectiveness.

ourelevator pitch

Ouridentity

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“Customers must recognize that you stand for something.”

— Howard Schultz

ourlogo

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➋ Wordmark

➌ Registration mark

➊ Stylized cube

Our logoAs human beings, relationships define our world. How one thing relates to another gives meaning and context. The Prophix logo is our fingerprint – unique and conspicuous.

It reminds us to leave a good impression. Our logo is the central device within the corporate identity that creates a common, consistent style for all marketing materials. Our logo should never be altered.

The Prophix logo is comprised of three distinct elements:

➊ The stylized cube.

➋ The wordmark “Prophix”.

➌ The registration mark.

ourlogo

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Clear spaceIt is important to give logos sufficient ‘breathing room’. White space relaxes the eye and enhances legibility. The minimum amount of space you should leave is based on the height and width of the Prophix “x”.

The blue shaded areas around the logo below indicate the minimum clear space, into which no other graphic element (including type) should encroach. The clear space is measured as the height and width of the Prophix “x”.

Size requirementsAs the size of the logo diminishes, the logo may become less legible. The minimum size for the logo should be no smaller than 1” (25.4 mm) from the left of the cube to the right of the “x”, not the registration mark.

1” 1”

ourxxxxx

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ourlogo

Black and white usage

Our logo should appear in full colour whenever possible. However, a white colour version is available for use only on dark backgrounds.

ourlogo

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Improper use of logo

Do not change the colour of the logo.

Do not recreate any part of the logo using different fonts.

Do not place a box around the logo or inside a shape.

Do not encroach on the integrity of the logo by placing other graphic elements over or near it.

Do not create a new tagline for the logo.

Prophix®

We’re the top CPM provider

ourlogo

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sImproper use of logo (continued)

Do not skew the logo disproportionately.

Do not stretch the logo disproportionately.

Do not blur the logo, or treat in any manner that inhibits readability.

Do not use the stylized word ‘Prophix’ without the stylized ‘cube’.

Do not use the stylized cube alone, unless pre-approved by marketing or as part of a design created by marketing.

Do not place the logo on a coloured, patterned or image background that inhibits readability.

Ourvisual standards

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“It’s not slickness, polish, uniqueness, or cleverness that makes a brand. It is truth.”

— Harry Beckwith

ourcolours

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Primary palette

Pantone 23-5-1 C

Process: RGB:C= 0% R= 212M= 91% G= 56Y= 94% B= 55K= 4%

HTML: #D43837

Prophix

red

Pantone 164-1-6 C


HTML: #1A1F25

power

blackColours can sway thinking, change actions and cause reactions. It can irritate or soothe your eyes, raise your blood pressure or suppress your appetite. Consistent use of colour helps the mind establish relationships between organizations and attributes, reinforcing an identity.

Prophix red >

If you want to draw attention, use red. It is often where the

eye looks first. Red is the color of energy. It’s associated with

movement and excitement.

power black >

Black is the color of authority and power, stability and strength. It is also the color associated with intelligence

(doctorate in black robe; black horn rimmed glasses, etc.)

ourcolours

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Pantone 7-3-4 C


HTML: #BE932D

trıumph

gold

Pantone 160-1-3 C


HTML: #7D7D82

rockgrey rock grey >

Gray is most associated with the practical, timeless,

middle-of-the-road, solid things in life. A bit of gray will add that rock solid feeling to your product.

Silver is an off-shoot of gray and often associated with giving

a helping hand, strong character (sterling in-fact!).

triumph gold >

Gold is the color of success, achievement and triumph. Associated with abundance and

prosperity, luxury and quality, prestige and sophistication, value and elegance, the color

psychology of gold implies affluence, material wealth

and extravagance.

Primary palette

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Pantone 140-1-3 C


HTML: #C5CC4D

vıgorousgreen

Pantone 160-1-1 C


HTML: #C2C2C2

vıvıd

sılver

Secondary palette As long as red and black are dominant, other colours may be used as accents. These secondary colours should relate to images used in the layout.

vigorous green >

The color of growth, nature, and money. A calming color also that’s very pleasing

to the senses. It is also the color associated

with envy, good luck, generosity. It is

the traditional color of peace, harmony, comfortable nurturing, support and well paced energy.

vivid silver >

Gray is most associated with the practical, timeless, middle-of-the-road, solid things in life.

A bit of gray will add that rock solid feeling to your product. Silver is an off-shoot of gray and often associated with giving a

helping hand, strong character (sterling in-fact!).

ourcolours

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rockgrey

Pantone white C

Process: RGB:C= 0% R= 255M= 0% G= 255Y= 0% B= 255 K= 0%

HTML: #FFFFFF

honourable

whıte

keen yellow >

Cheerful yellow the c olor of the sun,

associated with laughter, happiness and

good times. A person surrounded by yellow

feels optimistic because the brain actually releases more serotonin (feel good chemical in the brain) when around this color. Used sparingly in the just the right place it can be an effective

tool in marketing to greater sales.

inspirational aqua >

Enhancing creativity and inspiration,

the color aquamarine calms and balances

the mind and the emotions.

honourable white >

For most of the world this is the color

associated with purity and creativity.

Secondary palette

Pantone 1-1-3 C

Process: RGB:C= 3% R= 240M= 0% G= 236Y= 56% B= 147 K= 0%

HTML: #F0EC93

keen

yellowrockgrey

Pantone 630 CPProcess: RGB:C= 48% R= 119M= 0% G= 197Y= 10% B= 213 K= 0%

HTML: #77C5D5

inspirational

aqua

ourcolours

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Pantone 10104 CPantone 10129 C

metallic

goldmetallic

sılver

Special palette

metallic gold >

Gold is the color of success, achievement and triumph.

Associated with abundance and

prosperity, luxury and quality, prestige and sophistication, value and elegance, the color

psychology of gold implies affluence,

material wealth and extravagance.

metallic silver >

The color silver fluid, emotional, sensitive and mysterious.

ourtypography

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sTypography

Century Gothic Regular

1234567890 !@£$%^&*()-=+

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmanopqrstuvwxyz

Century Gothic Italic

1234567890 !@£$%^&*()-=+



Century Gothic Bold

1234567890 !@£$%^&*()-=+



Century Gothic Bold Italic

1234567890 !@£$%^&*()-=+



Century Gothic is the official corporate font for marketing and advertising materials.

This sans serif font is available in various weights. For our purposes, however, the most commonly used are Regular, Italic, Bold, Bold Italic.

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ournaming conventions

Our naming conventions

Proper Use

Prophix Software Inc., can be referred to “Prophix” after the first reference in the document. All instances of the name “Prophix” must have the first letter capitalized.

“PROPHIX” in all capitals will be used in only reference to the product. e.g. PROPHIX 10.

ourimagery

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The images shown to the left demonstrate the creative distinction necessary to promote our style of communication.

Specifically, we emphasize a creative style that conveys our desire to express innovation, and our customer-centric approach.

All images will be nested into the Marketing photo library.

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ourimagery

As long as red and black are dominant, other colours may be used as accents in selected photographic images. At left are examples of how to use the Prophix colour palette to choose suitable images for your presentation.

The guiding principle is that images must always support and resonate with a message. Whenever possible, use images with a thoughtful composition and dynamic cropping.

ourimagery

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The use of humour is a delicate topic; be careful not to fall back on trite, simplistic imagery (see left).

Images should not be overly manipulated in Photoshop.

Avoid clipart wherever possible.

Ourpresentations

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“Create your own visual style. Let it be unique for yourself and yet profitable for others.”

— Orson Wells

ourpresentations

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Prophix has a standard presentation template for use in all company presentations. Standardized presentations help us by:

• Reinforcing one uniform brand across the country

• Allowing different presentations to be easily combined

• Saving presentation development time

Presentations must be made using this template without modification. Font sizes and styles were chosen for optimum viewing.

Heading

Sub Heading

Agenda

•  Company overview •  Financial overview •  Why Prophix? •  Beyond spreadsheets

ourpresentations

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Pie slide

58% 23%

10% 9%

Sales

1st Qtr

2nd Qtr

3rd Qtr

4th Qtr

Bar chart slide

0 1 2 3 4 5 6

Category 1

Category 2

Category 3

Category 4

Series 3 Series 2 Series 1

Section Divider

Closing Slide

ourpresentations

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PowerPoint tips

General tips• Be careful with confidential information

• Refrain from needless details

• Only use the information you really need to emphasize your statement

• Make sure headline and text coincide

• Present only one idea per slide and diagram

• Use as little text as possible

• Use colour uniformly throughout

Headline of a slide• Headlines should be short – 3 to 4 words

maximum – and should contain an action verb

• Headlines are to attract attention and summarize the content

Graphics• Use colours that already exist in the palette

colour scheme. Remember, with graphics, less is more!

Text Tips• Use positive keywords and strong, positive verbs

• Text should be a maximum of six to eight words per line

• Avoid heavy usage of acronyms unless widely known. This is not Twitter!

Technical notes• For internal purposes, print presentations in ‘Pure

Black and White’ (go to the ‘File’ menu, choose ‘Print’ and select ‘Pure Black and White’)

Bar chart tips• Use distinguishable colours for

the single bars

• Be sure the axis has a logical scale (e.g., do not make the scale go to 500 if the highest number in the chart is 220)

Pie chart tips• The diagram should not contain more than

six to eight segments

• To emphasize a segment, you can separate it

• Normally, percentages are given. If you wish, you can also give absolute values, or both.

Organization chart tips• Don’t overload the organization chart with

information

• If more than four levels are needed, another diagram should be used

Table tips• Extensive tables (excel sheets for example)

should never be presented on slides, but can be given on handouts

Animation tips• With animation, less is more. Animation is

for impact, but use it sparingly so you don’t overwhelm your audience or unnecessarily add to the file size.

Bar chart tips• Use distinguishable colours for

the single bars

Ourstationary

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“The goal must be to sell the distinctive quality of the brand.”

— Kerry Light

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ourstationary

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+1 905-279-8711 x228+1 905-279-2232+1 [email protected]

350 Burnhamthorpe Road WestSuite 1000 Mississauga, ON Canada L5B 3J1

Paul BarberCEO

Prophix Software Inc.

www.prophix.com

www.prophix.com

Prophix Software Inc.350 Burnhamthorpe Road WestSuite 1000 Mississauga, ON Canada L5B 3J1

Prophix Software Inc.350 Burnhamthorpe Road WestSuite 1000 Mississauga, ON Canada L5B 3J1

Every day, hundreds of impressions of Prophix are made through simple elements such as our letterhead and business cards. Please use the specifications in this section for developing any such materials.

letterhead

envelope

business card

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