Acumatica 2016 BrandGuidelinesColor Palettes Secondary Palette These colors can be used to support...

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Brand Guidelines

March 2016

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Contents

Acumatica Brand Identity Guide | March 2016

IntroOur Mission .......................................... 4

Brand Promise ..................................... 5

Brand Values ........................................ 6

Guide Importance ................................ 7

IdentityLogo ................................................... 10

Logo Space .........................................11

Logo Colors ........................................ 12

Logo Misuses ..................................... 13

Color Palettes ..................................... 14

Gradient Use ...................................... 16

TypographyPrimary Typeface ............................... 19

Secondary Typeface .......................... 20

Graphic ElementsGraphics ............................................. 23

Iconography ........................................ 24

Photography ....................................... 25

Marketing Communications ................ 26

Verbal IdentityBrand Voice ........................................ 29

Using Our Voice ................................. 30

Key Messages .................................... 32

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Intro

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Intro

At Acumatica we strive to provide excellence, community, integrity, and curiosity.

Our MissionAt Acumatica we will achieve our vision when we:

• Inspire people to work smarter, with better tools• Involve people to be part of the conversation• Disrupt the industry with new ways of thinking and doing• Re-imagine technology to give people the best experience


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Brand Promise

Acumatica ERP delivers adaptable cloud and mobile technology with a unique all-inclusive user licensing model, enabling a complete, real time view of your business anytime, anywhere. Through our worldwide network of partners, Acumatica provides the full suite of integrated business management applications, including Financials, Distribution, Manufacturing, Project Accounting, and CRM. There is only one true Cloud ERP platform designed for mid-sized customers – Acumatica.

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Brand Values

ExcellenceWe work hard to give the customer the best quality product or experience in

everything we do.

CommunityWe listen to and care about our community and want to give that human touch in all

that we do.

CuriosityWe strive to be inquisitive,

to explore new frontiers and ideas that advance the world.

IntegrityWe do the right thing for the right reason. We trust

and are trusted.


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Use these assets and guide to accurately communicate the Acumatica brand.

Why is this guide important?Our brand is more than our logo. It is a design scheme made up of a number of core elements and guiding principles that combine to create a distinctive look and feel that is immediately recognizable as Acumatica.

This guide will help to familiarize you with the core brand elements to assist you in designing and producing dynamic and powerful communications with a degree of flexibility.


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Inspire people to work smarter, with better tools.

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Identity

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Logo

Our logo is the most visible element of our identity: a universal signature across all Acumatica communications.

It is a guarantee of quality that unites our product, partners, and marketing communications.

The logo is made up of three elements: the mark, the logotype, and the tag line. Except in unusual circumstances, the logotype should never appear without the mark and tagline—The Cloud ERP.

The following pages cover the correct usage to ensure the logo always looks its best.

Mark Logotype Logotype

Tag Line Tag Line

Logo Logo


Mark

Preferred Logo Secondary Logo Only use when space is limited.

11Acumatica Brand Identity Guide | March 2016

Logo Spacing

To ensure that our logo is clearly visible in all applications, surround it with sufficient clear space—free of type, graphics, and other elements that might cause visual clutter—to maximize the recognition and impact of our identity.

When the logo is used, a minimum clear space of 75% of the capital A’s height should be maintained.

Whenever possible, left align the logo.

75% of A-height

Note: This is only the minimum amount of space needed. You can never have too much negative space around the logo.

75% of A-height


Logo Colors

When using our logo, contrast is important. Use Oxford/Mayan Blue version of the logo on light or white backgrounds and a White/Mayan Blue version on dark backgrounds.

Oxford Blue and Mayan Blue primary logo on white background.

Oxford Blue and Mayan Blue secondary logo on white background.

White and Mayan Blue secondary logo on Oxford Blue background.

White and Mayan Blue primary logo on Oxford Blue background.


Logo Misuses

To maintain the integrity of the Acumatica logo, and to promote the consistency of the brand, it is important to use the logo as described in this guide.

The examples shown to the right illustrate possible misuses of the Acumatica logo that should be avoided.

Please DON’T:

DON’T change the proportions between the symbol and logotype.

DON’T distort the logo.

DON’T mix colors from the palette.

DON’T rearrange the logo elements.

DON’T rotate the logo.

DON’T create a gradient logotype.

DON’T use non-approved colors.

X

X X

X X

X X

DON’T change the position of the logo elements relative to one another.

X

DON’T add effects to the logo.

X


Color Palettes

Primary PaletteThese are the core colors that give us our personality and reinforce our brand values. By predominantly sticking to these three colors, all materials will be consistent.

Oxford Blue

RGB 000 / 000 / 051

HEX #000033

CMYK 94 / 88 / 43 / 65

PANTONE 289 C

Electric Indigo

RGB 102 / 102 / 255

HEX #6666FF

CMYK 70 / 64 / 0 / 0

PANTONE 266 C

Mayan Blue

RGB 051 / 204 / 255

HEX #33CCFF

CMYK 59 / 0 / 0 / 0

PANTONE 298 C


Color Palettes

Secondary PaletteThese colors can be used to support the primary color palette and to create variance when necessary. Never use the secondary colors on their own. They should only be used to complement the core colors.

Atomic Tangerine

RGB 247 / 148 / 31

HEX #F7941F

CMYK 0 / 50 / 98 / 0

PANTONE 715 C

Soft Green

RGB 222 / 255 / 210

HEX #DEFFD2

CMYK 13 / 0 / 23 / 0

PANTONE 7485 C

Steel Grey

RGB 209 / 209 / 212

HEX #D1D1D4

CMYK 17 / 13 / 12 / 0

PANTONE 427 C

Soft Blue

RGB 212 / 238 / 253

HEX #D4EEFD

CMYK 16 / 0 / 0 / 0

PANTONE 545 C

Mayan Indigo Gradient

TYPE Linear

COLORS Mayan Blue to Electric Indigo


Gradient Use

Here are some effective ways to use the Mayan Indigo Gradient to enhance the Acumatica brand:

• The gradient can be used effectively as a background color.• It can be used with a 90% opacity over photography.• The gradient can be used to provide significant negative space.

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Gradient UseHere are some eff ective ways to use the Mayan Indigo Gradient to enhance the Acumatica brand:

• The gradient can be used eff ectively as a background color.

• It can be used with a 90% opacity over photography.

• The gradient can be used to provide signifi gant negative space.

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Disrupt the industry with new ways of thinking and doing.

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Typography


Typefaces

Primary: ArialIt is the voice of Acumatica and should be used thoughtfully as headlines, lead-ins, or other areas where there is small amounts of text that need to make an impact. Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 !@#$%&*()=+

Arial Regular


Typefaces

Secondary: Source Sans ProIt is a modern san-serif typeface that should be used in areas where legibility is most important. This includes body text, data, and app use.

Depending on the usage, the font weight light or extra light can be used.

AaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 !@#$%&*()=+Source Sans Pro Regular

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Involve people to become a part of the conversation.

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Graphic Elements


Graphics

In order to keep our brand looking consistent and cohesive, it is important to choose illustrations that pair well with the look and feel of Acumatica.

A good Acumatica illustration uses:

• Flat colors and shadows• High contrast and rounded corners• Technology-oriented subject matter• Whimsical imagery without being goofy


Iconography

When choosing icons to use for projects or promotional material, it is important that the images fit the Acumatica brand.

Icons should be flat, one-color designs with rounded corners.

DON’T use icons that are 3D, multicolored, beveled, all straight angles, or use drop shadows.

X


Photography

When adding photography within the Acumatica brand, it is important to choose photographs that illustrate technology, commerce, movement, and people interacting with our product.

It is important to make sure that the photographs are vibrant and clear—never pixelated or stretched.


Marketing Communications

All of Acumatica’s marketing communication should respect the rules outlined in this guide.

Websites, print materials, and promotional materials should:

• be clear, clean, and refined• be organized efficiently• have a sense of purpose

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Re-Imagine technology to give people the best experience.

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Verbal Identity


Brand Voice

This is our personality. The way we write, the things we say and do—all should use a consistent voice. We want everyone who follows us, reads us, interacts with us, to experience the same personality.

Acumatica’s voiceWe’re passionate about making the perfect business management solution for our customers. To do this, we’ll use not only our expertise, but our collaborative people skills. We’ll create trust with our customers and be easy to approach so that people will want to work with us to solve their business challenges. To top it off, we’ll stand out by being smart and funny.

These attributes—expert, trusted, passionate, open and witty—make up our voice. Together, they describe the identity of a company that says:

We are here to change the world of business.

• EXPERT

• TRUSTED

• PASSIONATE

• OPEN

• WITTY


Brand Voice: What We Sound Like

We are intelligent. In our complex industry, we want to be informative and useful to our customers. We want to them to want to hear from us, we tell them something they don’t know.

Why It’s Important

Expert

Trusted

Passionate

What It Sounds Like

Expert communication is:

• Smart but not smarty pants• Informative but not boring• Simple but not simplistic• Intelligent but open-minded

We want to be honest. We call it like it is. We mean what we say and say what we mean. We are held accountable.

Trusted communication is:

• Honest but not harsh

To continually innovate, it’s important to push limits. Be fearless. Never stop being curious to challenge status quo to re-imagine what the product and experience could be. Go all in!

Passionate communication:

• Challenges but does not annoy• Provokes but does not goad


Brand Voice: What We Sound Like

The world of business solutions is complicated enough as it is. We want to be the approachable company that people feel comfortable turning to for their business needs. Our product is open to users to build upon it. Our process is open and we believe in transparency for customers and partners.

We take our customers’ business very seriously, but we also want to stand out with a sense of humor that is intelligent and memorable.

Why It’s Important

Expert

Passionate

What It Sounds Like

Open communication is:

• Easygoing but not lazy• Friendly but not insincere• Knowledgeable but not preachy

Witty communication is:

• Funny but not rude• Intelligent but not pandering• Memorable but not negative• Humorous but not fooling around


Key Message Areas

Use these four key points to focus your message when you’re communicating to the public about Acumatica.

Our commitment to each of these principles is what makes us unique from other soft ware companies.

ExcellenceWe offer the best Cloud

ERP solution today.

PartnershipWe will help you run your

business together.

InnovationWe challenge the ERP

status quo.

Where the magic happens.

Customer SuccessWe are focused on

enabling success for our customers.

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Your Business Accelerated

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