Presentation on theme: "Standards and Practices. How to Use These Guidelines Introduction………….………………………………………3Writers Style Guide…………………………………..….4Our Logo…………………………………………….………..5Incorrect."— Presentation transcript:
Standards and Practices
How to Use These Guidelines Introduction………….………………………………………3Writers Style Guide…………………………………..….4Our Logo…………………………………………….………..5Incorrect Logo Usage…………………………………...6Microsoft Partner/Logo……………………………….7Color Psychology and Typography…….…………8Consistency Across Platforms…………………..….9Official Corporate Colors……………………………..10Our Products……………………………………………….11IBT Sales Collateral – Design Elements…… Brand Identity Applications…………………………14Online Advertising………………………………………15QR Guidelines……………………………………… Legal Information…………………………………… Contact Information……………………………………25 Our voice must be unified in advertising, on the Web, in collateral, on the packaging, at the facilities, in the lobbies, in presentations, at events, to customers, to employees, to analysts and to the press. Absolutely everything must resonate as one. Treat these guidelines with care, attention to detail and in the spirit of building the best brand experience we possibly can.
Introduction About Brand “Brand” is defined as the recognition and personal connection that forms in the hearts and minds of our clients and other key audiences through their accumulated experience at every point of contact. We must ensure the brand that emerges is a positive one, leading to trust, loyalty and advocacy for our offerings. Brand spans an organization, weaving across and through personal interactions, organizational culture, communications, products and services. Why brand matters? Our success depends on our ability to build good relationships with our partners, clients, employees, volunteers and community stakeholders. Building trust and rapport, brands begin and reinforce these relationships. A brand is a promise to deliver on what an organization claims. Broken promises risk the brand losing loyalty. Our Evolution IBT is embarking on a game-changing era in our company’s history. It is vital that we align who we are as a company today and where we’re going, with how we look and what we say. The IBT brand must reflect who we are – a visionary leader and partner whose innovation provides security, convenience and reliability through cutting edge technology. The goal of our brand evolution is to infuse IBT with more energy and make an emotional connection with audiences worldwide. As we communicate the company we are today, we will take a bolder approach, be engaging, collaborative, responsive and inspiring.
Writers Style Guide Copy tone and voice Our Voice The tone and voice we use in our written communications should convey a sense of clarity, approachability and confidence. It should reinforce our long-standing commitment to our customers and demonstrate that IBT is their convenient, reliable solution in action. Example We know what you need and we deliver. Our extensive background in financial software automation is known throughout the industry. Our commitment to providing the most innovative solutions to community financial institutions has solidified us as a premier provider. Copy Style Guidelines Here are a few general guidelines to follow when writing copy for IBT marketing materials: If listing three or more items, do not put a comma before “and”. For example, “We deliver great service on local, regional and national levels.” The word “website” should be lowercase and one word The word “Internet” uses an initial cap in all instances The word “Web” uses an initial cap in all instances The word “ ” should be all lowercase and have no hyphen In all marketing materials, it is no longer required to “Integrated Bank Technology”. “IBT” is appropriate as it does not exclude credit unions or other financial institutions that do not consider themselves a “bank”. LinkedIn profiles – company name should read “IBT” not “Integrated Bank Technology”
Our Logo The current IBT logo is a stand-alone, legally registered brand. Please ensure you are using the latest IBT logo in your daily communication (i.e. , letter head, business cards, tradeshow materials, etc.). The clear space that surrounds the logo is equal to the height of the red corporate mark to the bottom of the “I” in IBT. Ensure that type of other graphic elements do not infringe on this space in order to maximize logo legibility and impact. Area of Isolation To ensure maximum visibility, readability and brand integrity, the IBT logo should always appear with whitespace around it. Use the four-color, registered ® version Never alter logos Use approved master reproduction artwork Never modify shape or proportion Use the color logo on a white background.
Incorrect Logo Usage Do not modify logo proportions. Do not rotate the logo Do not add any effects to the logo. Do not put the IBT logo close to any other logo Incorrect Logo Usage Detail It is important that the IBT corporate logo is always used in its correct, registered (trademark) form. The design of this logo must never be altered in any way. Never modify the shape or proportion, or set the logo in a different typeface. The logo should never appear in any color except those approved in this guide. It should always appear prominently and be used in its entirety. The simplest way to ensure the logo is used in its correct form is to use the original artwork provided. Incorrect presentations of the logo are illustrated here. Do not use outdated logos Ensure logo includes the ®
Microsoft Partner with Gold Competency When the Microsoft gold competency logo is included on brochures, presentations, and white papers, clients can recognize our advanced expertise at a glance. The gold competency logo signals that IBT has a significant level of industry experience providing services, software, or support for Microsoft technologies. It also indicates to customers that your business is reliable, experienced, and endorsed by Microsoft. It is important, however, to ensure we are using the logo properly. The Microsoft Gold Certified Partner logo has changed (from the samples below). We are working with Microsoft to capture the correct way to present our logos together. We need to ensure using the MS logo doesn’t overpower our own brand give the illusion that we are a Microsoft Reseller. Logo Placement (this section is a work in progress) The IBT logo should always be dominant Microsoft partner logo can be used when message customer facing
Color Psychology and Typography Color is a meaningful constant for sighted people and it's a powerful psychological tool. By using color psychology, you can send a positive or negative message, encourage sales, calm a crowd, or make an athlete pump iron harder. We will employ the latest color psychology in all facets of marketing and particularly in our product suite and sales collateral. Typography In formal documents and presentations it’s important to use consistent font color, size and style. Business Letters and s should always use: (Preferred) Calibri, 11pt Font – Charcoal (Black, Text 1, Lighter 25%) (Secondary) Ariel, 10pt Font – Charcoal (Black, Text 1, Lighter 25%) (Preferred) Calibri Regular Calibri Regular Italic Calibri Bold (Secondary Option) Arial Regular Arial Regular Italic Arial Bold Official Business Letterhead and Presentations will be available on the brand website soon. Brand >
DRAFT Consistency Across All Platforms LinkedIn: Yes: Title at IBT No: Title, Integrated Bank Technology Yes: Information Technology and Services No: Financial Services When people hear our name, they conjure up a set of impressions that influence how they think and buy. Those thoughts define our brand. Our brand resides in our customer's mind as a result of all the impressions made by encounters with our name, our logo, our marketing messages, and everything else that people see and hear about IBT. Something as basic as our business address contributes to how our brand is perceived. For that matter, every time someone walks into our business and looks around, visits our Web site, meets an employee, or glances at an ad, that person forms an impression that leads to a mind-set about IBT. When we put “IBT” in anything, we are all “marketing” our brand. Every communication creates a single impression for us and - they build a strong brand. Stay consistent in your marketing by: Projecting a consistent look. Projecting a consistent tone in your communications. Projecting a consistent level of quality, demonstrated by consistent communications, consistent products, and consistent services. We need to find a consistent approach to everything we do that touches the public. Again, we will start small and evolve. Here are a few minor things we all need to do to ensure consistency and help with brand recognition. Auto-signature (Some of us use too much flair) Here are some signature etiquette points for your use: They should include the phone number – if you want business They should *not* have the address/location They should have a URL They should have a tag line They should *not* have the address Generally – images in footers are unnecessary. However – having a bit of corporate color is OK for branding purposes. Your big signature should only be included *once* a thread
DRAFT Official Corporate Colors How to Use These Guidelines Color is an important element in the IBT identity. Consistent and correct usage of our corporate color palette will help ensure that we present a cohesive, high-quality image to the world. The secondary color is used for the IBT logo swoosh, primarily. It should not be used for font or on IBT signage. The complimentary color palette is designed to be used in conjunction with the IBT i 2 Suite. Complimentary colors shouldn’t be used for any other purpose. Orig: #DA2C28 Web: #DD2222 GS: #5A5A5A R218 G34 B40 Orig: #0068B4 Web: #0066BB GS: # R0 G104 B180 Secondary Orig: #0081DF Web: #0066DD GS: # R0 G129 B223 R75 G178 B255 Orig: #4BB2FF Web: #44AAFF GS: #9C9C9C R140 G206 B255 Orig: #8CCEFF Web: #0066BB GS: # C 0,000 M 0,844 Y 0,817 K 0,145 C 1,000 M 0,455 Y 0,000 K 0,267 C 1000 M 0422 Y 0000 K 0125 C 0,706 M 0,302 Y 0,000 K 0,000 C 0,451 M 0,192 Y 0,000 K 0,000 R151 G184 B53 R0 G74 B134 R200 G85 B27 R78 G15 B63 R227 G184 B34 R46 G61 B36 Complimentary These colors should be used in with it’s respective IBT product (p10) C 0,179 M 0,000 Y 0,712 K 0,278 C 0,000 M 0,575 Y 0,865 K 0,216 C 1,000 M 0,448 Y 0,000 K 0,475 C 0,000 M 0,808 Y 0,192 K 0,694 C 0,000 M 0,189 Y 0,850 K 0,110 C 0,246 M 0,000 Y 0,410 K 0,761 Orig: #2E3D24 Web: # GS: # Orig: #97B835 Web: #99BB33 GS: #9F9F9F Orig: #C8551B Web: #CC5522 GS: # Orig: #004A86 Web: # GS: #3B3B3B Orig: #4E0F3F Web: # GS: # Orig: #E3B822 Web: #DDBB22 GS: B4B4B4
Our Products i 2 Suite is the new name for IBT. The i 2 Suite is formally introduced in our new sales collateral, marketing slicks and communications. Each product and it’s respective color is part of IBT’s new brand initiative.
IBT Sales Collateral – Design Elements i 2 Suite Marketing Slicks Back side of individual slicks
IBT Sales Collateral – Design Elements i 2 Suite Brochure Cover Back Cover
Brand Identity Applications Level 1 Collateral At this level, we recommend using bold, impactful photography that captures the IBT experience. Shots of IBT representatives in action or professional customer imagery work well here. Level 2 Collateral At this level, content and photography selections are more descriptive and are often used to promote specific products or services. Level 3 Collateral This includes items such as datasheets or product flyers. Photography and iconography at this level are typically product-specific and used for information purposes only. Level 4 Collateral Used for text-heavy pieces such as white papers. Little or no photography is used on this level of collateral. Advertising Print, Digital, Online, Onsite and Mobile initiatives stay true to our updated brand identity utilizing both the correct logo and design elements Special Marketing Initiatives As part of our ongoing marketing efforts we will be introducing special marketing initiatives, such as “Go Green”, et al; these concepts are designed to meet new customer requests or changing market conditions. To ensure these initiatives stand out from our other marketing efforts, we will often assign them specific colors from our palette and/or a new logo. Event Signage Event Booths Standing Banners Provides method of demonstrating brand identity without photography or heavy copy, resulting in longer shelf life for these materials. PowerPoint Presentation PowerPoint presentations deliver business and technical information to virtually any type of audience. The templates shown here demonstrate how your presentations can be tailored for your specific communication needs. Television Closed Circuit TV Tradeshow Monitors By using our approved typography and design elements, the IBT brand identity and it’s solutions can easily extend to video loops (:15, :30 or 1:00) Flash ads, Animated Vignettes or Video Vignettes are affordable and work perfectly in a tradeshow atmosphere. Technology Screen Saver Our new brand identity can also be used in motion graphics and various multimedia formats as seen here Online Advertising Online advertising provides an excellent opportunity to show our new visual identity in action. By using our compelling photography and graphics we will add emphasis to our key messaging points while keeping viewers entertained and focused. Social Media LinkedIn, Twitter, Facebook are an affordable way to access our target market for free. By providing engaging information, being responsive and consistent – we can profoundly expand our reach and begin to distinguish ourselves against our competitors.
Online Online Advertising Online advertising provides an excellent opportunity to show our new visual identity in action. By using compelling photography and graphics you can add emphasis to our key messaging points while keeping viewers entertained and focused. (Under Development) Banner Ad Sample Company Overview Banner Ad Sample Executive Overviews Banner Ad Sample The IBT Difference Banner Ad Sample Support Pages Banner Ad Sample Resource Center
QR Code Guidelines What Are QR Codes? Quick response (QR) codes are being increasingly used to target both businesses and consumers. When used effectively, QR codes can heighten your customer’s understanding of your product beyond what traditional marketing materials may offer. This brief guide will illustrate how to get the most out of QR codes, as well as warn you of a few common pitfalls.
QR Code Guidelines How QR Codes Are Used A quick response (QR), two-dimensional bar code that allows content to be decoded at high speed, directly to a user’s smartphone or mobile device. One of the key advantages of QR codes is that they can act as a portal to a virtually infinite number of unique mobile experiences. QR codes can be a valuable tool in helping to link marketing channels and enhance and expand messaging potential, however, the key to their effectiveness is that they must offer clear value and relevance to a customer. A QR code may be included in many different forms of print media (ads, posters, direct mail), whatever is determined to best attract the attention of potential viewers. The user captures a picture of the code using a code-scanning application on their device. Various actions are then triggered on the device. This can include the opening of a dedicated mobile-ready web page, contact information, a product video, an exclusive offer or many other possibilities. Planning for QR Codes When planning to implement a QR code on IBT materials: Provide current information and make it mobile relevant, leading to a site or action that is specifically designed for display on mobile devices. Provide an additional level of information beyond what is provided on the source material. Deliver unique access to content which may only be available through the use of such a code (and ensure the purpose of the code is clear). Ensure the code can be scanned with minimal effort. Keep it simple, but engaging. Make it fun, but useful.
QR Code Guidelines QR Code Size A QR code must be at least.75” (or 1.9 cm) square. The dimensions must remain square: do not distort the code. Compressing the code in any manner will result in an unreadable, ineffective code. Ideal ratio of code size to distance is 1:6. For example, if the viewer is scanning a poster from three feet away, the code should be approximately six inches tall. The code must easily fit within a device’s view finder. For example, the code should not be so big on an event display that the user does not have room to step back to scan it properly.
QR Code Guidelines Code types: IBT - branded materials should only use QR codes. Alternative codes (Microsoft Codes, EZ Codes, Datamatrix Codes, etc.) are not standard and may not be read on all devices.
QR Code Guidelines QR Clear Space QR Codes should have at least one large corner square module of clear space on all sides. Color Specifications The color of the code should be black or dark gray(at least 70% black).
QR Code Guidelines QR Code Placement The recommended placement of QR codes in a vertical printed piece is on the lower left-hand corner above legal copy (if any), and left aligned with the text header. Ensure that the code and the background it is placed on have enough contrast. Avoid placing the code on a background darker than 15% black Instructions should be placed next to the QR code either to the right or below the code. Example copy: “Scan with a QR Code app to learn more.”
QR Code Guidelines Avoid redundancy Do not send customers to a site to which you’re already directing them with a common URL. For example, if you list on a printed literature, the QR code above it should send them to a related demo video or special offer (not the IBT Website) Shelf life Be aware of the lifespan of the information embedded in the code. (If a URL changes after creation of the code, the link will break.) Mobility If using a QR Code – be sure the URL embedded in the code is a mobile optimized page. Never send a customer to website via QR Code that can’t be easily viewed on a mobile phone as this creates a negative user experience. Lighting Codes are scanned much more effectively when presented with ample lighting. Incorrect QR Code Usage BillboardsNever place a QR code where the customer would have to interact with the message while on the move /OnlineDo not include a QR code in an or on a Web page. Provide your customers with a basic URL in these instances. High-traffic areasQR codes are less likely to have an impact if the user has trouble getting to them. Cramped or high-traffic areas (public transportation, busy sidewalk, etc.) offer little incentive to scan. Areas with little to no data coverage Avoid use in spots that will present potential connectivity problems for the user (subway platform, etc.).