Brand Expression - Promethean World...Promethean Brand Guidelines 09/14 V5.0 4 Promethean has built...

Brand Expression Guidelines2014 v1

Promethean Brand Guidelines 09/14 V5.0

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TABLE OF CONTENTS

A TALE OF TRANSFORMATION 4

ABOUT THESE GUIDELINES 5

OUR BRAND POSITIONING 6

OUR BRAND PERSONALITY 7

VOICE CHARACTERISTICS OVERVIEW 9

VISUAL GUIDELINES OVERVIEW 12

VISUAL CHARACTERISTICS 13

VISUAL CHARACTERISTICS OVERVIEW 14

LOGO 15

LOGO PRIMARY 16

LOGO WITH TAGLINE 17

LOGO USE FOR HARDWARE ONLY 18

LOGO PRIMARY LOGO DO’S & DON’T’S 19

CO-BRANDING 21

CO-BRANDING SPECIFICATIONS –

PROMETHEAN DOMINANT 22


EQUAL EMPHASIS 23


PARTNER DOMINANT 24

COLOR PALETTE 25

COLOR PALETTE PRIMARY COLORS 26

COLOR PALETTE SPECIFICATIONS 27

TYPOGRAPHY 28

TYPOGRAPHY FONT | PRINT AND WEB 29

TYPOGRAPHY FONT WEIGHTS 30

TYPOGRAPHY HEADLINE LOCKUP 31

GRAPHIC ELEMENTS 37

GRAPHIC ELEMENTS CONTAINMENT BOX 38

ICONOGRAPHY 40

PHOTOGRAPHY 41

PHOTOGRAPHIC ARC 42

PHOTOGRAPHIC LIFESTYLE OVERVIEW 43

BRAND OVERVIEW 3

VOICE GUIDELINES 8

VISUAL GUIDELINES 11

VISUAL GUIDELINES continued


3BRAND OVERVIEW


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Promethean has built a reputation as a leader in the market for interactive classroom whiteboards (primarily K-12 environments). In recent years, however, a variety of technological devices now co-exist in the same learning environment, often from multi-billion dollar global tech giants offering mobile devices, computers, consumer electronics and cloud-computing/software services.

This new reality has led Promethean to reinvent its product & service offering with a new focus on promoting the value of how its interactive classroom technologies can radically improve the learning environment, thus leading to the outcomes that administrators, policy-makers, schools, teachers, and parents truly desire.

To effectively compete in the rapidly evolving marketplace of educational technology, the Promethean brand needs to be re-energized. Administrators, policy-makers, and teachers will need a set of new, more powerful motivations to force change in how connected classroom technologies are both used and perceived.

Each stakeholder must also evolve their understanding of the Promethean brand from mere makers of functional devices to become a brand that is synonymous with the technology solutions (insight, software, content, professional development, and hardware) behind the most successful dynamic learning processes and environments.

A TALE OF TRANSFORMATION


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As Promethean is evolving, we’ve adapted our identity to reflect the essence of our brand transformation. This includes reconstituting our brand positioning to elevate Promethean to become the most recognized, preferred, and credible source of educational technology, content & expertise that impact the quality of education, teacher effectiveness and a student’s motivation to learn. To support this strategy, we have refined our brand expression.

This brand expression guide is designed to define the new Promethean brand expression and help you create communications that bring it to life. The consistent use of these guidelines will bring a unified messaging and identity system to customers and our employees. And that will help reignite excitement, confidence, and a market-wide perception that Promethean is one of the most important entities to bring forth a technological renaissance in the classroom.

ABOUT THESE GUIDELINES


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We are Passionate About Education.Since our beginnings, we have held true to the conviction that education is central to the well-being of the society in which we live. For us, nothing could be more important.

We Believe in the Power of the Student. For us, the student, the individual learner, has been, and always will be, the central character that is the most critical figure in our efforts to significantly improve the quality and level of education.

Our Ultimate Purpose is To Motivate the Student To Learn.Through our transformative technologies and our intimate knowledge of the learning process, we partner with teachers to create the dynamic environments that motivate students to learn.

OUR BRAND POSITIONING


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The brand personality describes the tone and manner of the Promethean brand that we want to convey, in both the things we say and also in the interactions we have with customers and other key audiences.

Exceptionally Bold: We stand out from the group. We are confident, courageous and directed. We take action to better the world around us. Our boldness is not just because we get big things accomplished, but because we instigate growth, progress and movement for ourselves and others around us.

Educationally Sound: Our products and services are rooted in and reflect a deep understanding of the most effective teaching and learning processes, particularly in the K-12 environment.

Motivational: We are passionate about education. Our passion fuels an energy that is infectious and inspires others to take action and to put forth their best efforts to improve the quality of learning.

Genuine: We are sincere, trustworthy and reliable.

Innovative: We are highly creative and strive to accomplish things in a manner that no one has done before. We are a leading-edge technology company on a mission to create the dynamic environments that motivate students to learn.

OUR BRAND PERSONALITY


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VOICEGUIDELINES


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The voice of Promethean should be that of a trusted colleague to “educators” who has a deep understanding of the teaching profession and cherishes the contributions of teachers. Driven by a true passion for improving education, the voice of Promethean wants to lead a technological renaissance in the classroom. Our tone should be intelligent, passionate, confident, mature, clever, informative, and very inspirational. We speak in “we” and we’re global.

Our thoughts should be worded as if being expressed by;

• A high-energy, well-educated, well-read, clever & engaging, “advocate and colleague/peer” to teachers who understands and relates to the challenges facing 21st century educators and learners.

• A change-agent who is highly energized by the successful learning environments whereby students are engaged & collaborative and where teachers use in-the-moment insight to guide and motivate learners

• A global technology enthusiast who is on the forefront of everything happening around the world in the 21st learning environment (apps, devices, software, policies)

VOICE CHARACTERISTICS OVERVIEW


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Well-read, knowledgeable of education and technology trends, useful products/services, teaching philosophies, and current affairs

Very excited about our cause and beliefs

Full of conviction. Proud.

Modeling the mental qualities and actions of a revered professional

Inventive, ingenious

Providing useful, helpful or relevant information or details.

Move others to want to ACT

Living in a state of sheltered and theoretical isolation. Possessing subject-matter knowledge without have the ability to describe in a few simple steps

Intense

Arrogant

Out-dated. Stodgy.

Smart-alecky

Over-communicative

Emote others to tears

INTELLIGENT

PASSIONATE

CONFIDENT

MATURE

CLEVER

INFORMATIVE

INSPIRATIONAL

WHAT IT IS… WHAT IT IS NOT…

VOICE CHARACTERISTICS OVERVIEW


11VISUALGUIDELINES


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The aesthetic quality of marketing communications is integral to its usefulness. Marketing stimuli is consumed every day and it has an effect on people, their perceptions and ultimately their willingness to buy.

People form an opinion about a company or product based on the signals that it conveys. It is a basic human truth that people DO judge a book by its cover.

The guidelines of the Promethean brand are based on promoting “visual thinking” (also called visual/spatial learning, picture thinking, or right brained learning). Visual thinking is the phenomenon of understanding a message through visual processing. Visual thinking happens much more quickly than conscious, step-by-step logical thinking.

VISUAL GUIDELINES OVERVIEW


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Our design personality is comprised of four distinct characteristics – each reinforcing the visual mood of our brand from a design perspective. When concepting, they serve as the checkpoints to balance your design layouts against. They also help us to determine what visuals reinforce the brand’s mission to create the dynamic environments that motivate students to learn.

VISUAL CHARACTERISTICS

Four Visual Characteristics

SIMPLE

CLEAN

ORGANIZED

STUNNING


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Our number one goal of graphic and web design is to feed people the information they are looking for in the most compelling way possible.

A clean design is one that supports visual thinking so people can meet their informational needs with a minimum of conscious effort.

Proximity and uniform connectedness are the most powerful Gestalt principles in marketing communications; elements that are grouped and aligned within defined regions form the basis for easy scanning, content understanding, and message recall.

At first glance/sight, every creative execution should elicit a visceral response from the viewer: “Wow, that is strikingly beautiful and attractive.”

SIMPLE

CLEAN

ORGANIZED

STUNNING

VISUAL CHARACTERISTICS OVERVIEW


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LOGO

The Promethean logo is the face of our brand and a key element of our brand identity. Consistent use of the logo is essential to maintaining our identity and gaining instant recognition across all marketing channels and media. In this section, we will introduce standards for logo treatments and how they are applied in different situations and geographies.


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Primary Logo

Primary Logo - White with Color Flame

Primary Logo - All Black

Primary Logo - All White

LOGO PRIMARY


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Primary Logo

Primary Logo - White with Color Flame

Primary Logo - All Black

Primary Logo - All White

LOGO WITH TAGLINE


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The All text logo without Sparky is only to be used on hardware (i.e. ActivBoard Touch ActivPanel Touch).

The All text logo without Sparky is only to be used on hardware (i.e. ActivBoard Touch ActivPanel Touch).

LOGO USE FOR HARDWARE ONLY


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Optimum size is 1.5 in or 38.1 mm

Clear Space A clear area at least the size of the height of the logo’s flame must surround the logo.

Minimum size is 1.25 in or 25.4 mm Minimum size is 1.25 in or 25.4 mm

Primary Logo, Minimum Size

Maximum size is 1 in or 25.4 mm

Maximum SizeStandalone “Sparky” (limited use)

You may use Sparky as a standalone element in software applications with limited use.

Optimum size is 1.5 in or 38.1 mm

Logo with Tagline, Minimum Size

Primary Logo Logo with Tagline

Rules for Use• The Primary Promethean Logo should be

the first choice in all applications.• The other approved versions of the logo

(Logo with Tagline) should be used sparingly, and only when design does not allow for use of the Primary Logo.

LOGO PRIMARY LOGO DO’S & DON’T’S


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Ut adit eras la facillu ActivExpression2 atetue delis dolorerat del eras es lorem dolores sed mincinibh.

Ut adit eras la facillu ActivExpression2 atetue delis dolorerat del eras es lorem dolores sed mincinibh.

Product Logos

Do not recreate product logos. Appropriate product logos have been created and are available. These logos will remain in the Sebastian font. Note: Product logos can be used in Promethean Orange, black and white.

Product Names in Body Copy

Et augiatis alit, qui tie ero la exerit dipit lum eugait, si ero odiam, vullam. Ut adit la facillu Activ- Board tpatetue delis dolorerat del utpatuer sed mincinibh

Product names should be treated like all other text in body copy.

Do not insert product logos in text.

Do not break or hyphenate product name in text.

Ut adit eras la facillu tpatetue delis dolorerat utpatuer eras es lorem dolores sed mincinibh.

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LOGO PRIMARY LOGO DO’S & DON’T’S


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CO-BRANDING

We know that as a large company, there are times when our brand shows up and partners with others. We recognize that visual solutions to these partnerships are often based on the unique circumstances of each marketing relationship and/

or on the terms of legal agreements we have with our partners and those we sponsor. We have taken this in to account and have built flexibility into our guidelines to maintain an effective Promethean brand presence in any co-branded situation.

The partner/sponsorship brand is subordinate to the Promethean brand. Our brand is given hierarchy over others through the use of scale, space, and positioning in the application.

The Promethean brand and the partner/sponsorship brand should appear side-by-side and should be given equal emphasis in the layout.

The Promethean brand is subordinate to the partner/sponsorship brand. When these types of co-branded communications are needed, typically, the overall look and feel follows the style of the company or organization producing the materials.

PROMETHEAN DOMINANT BRANDING

EQUAL PROMETHEAN & PARTNER BRANDING

PARTNER DOMINANT BRANDING


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The proportional scaling of the Promethean logo must be established on a case-by-case basis due to differences in format and style.

The Promethean logo should be 1.5 times

larger than the size of the partner’s logo at

a minimum.

The Promethean logo and messaging

should be placed in a predominant

position. The partner’s logo may be

aligned vertically to the Promethean

logo or centered horizontally to the

height of the “Sparky” icon.

The primary logo is enhanced by

maintaining a clear area, void of all

imagery surrounding the logo. This area

is defined by the cap height and width

of the “P” within the logo.

The Promethean logo must always appear

to be clearly separated from any copy,

imagery, or other logos.

LOGO SIZES

PLACEMENT

SAFE AREA

VISIBILITY

CO-BRANDING SPECIFICATIONS – PROMETHEAN DOMINANT

PP

P

P


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The proportional scaling of the Promethean logo must be established on a case-by-case basis due to differences in format and style.

The logos in the application should appear visually balanced.

If space permits, it is preferred that the logos are side-by-side, center-aligned. If space does not permit, the logos may be stacked vertically and aligned to the center of the Promethean logo. All efforts should be given to place the Promethean logo to the far left position as the first logo visible from left-to-right.

The primary logo is enhanced by maintaining a clear area, void of all imagery surrounding the logo. This area is defined by the cap height and width of the “P” within the logo.

LOGO SIZES

PLACEMENT

SAFE AREA

CO-BRANDING SPECIFICATIONS – EQUAL EMPHASIS

PP

PP

PPPP


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A partner dominant presentation is shown. In this instance, the partner utilizes the Promethean logo to identify Promethean as a strategic partner or sponsor.

The Promethean logo should be 1.5 times larger than the size of the partner’s logo at a minimum.

The Promethean logo and messaging should be placed in a predominant position. The partner’s logo may be aligned vertically to the Promethean logo or centered horizontally to the height of the “Sparky” icon. The primary logo is enhanced by maintaining a clear area, void of all imagery surrounding the logo. This area is defined by the cap height and width of the “P” within the logo.

The Promethean logo must always appear to be clearly separated from any copy, imagery, or other logos.

LOGO SIZES

PLACEMENT

SAFE AREA

VISIBILITY

CO-BRANDING SPECIFICATIONS – PARTNER DOMINANT

PP

PP

PPPPSPECIAL THANKS TO:


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COLOR PALETTE

The corporate color system reflects a rich, dynamic, multi-dimensional Promethean. Promethean is no longer simply a one dimensional “orange” company. We will retain orange as the primary corporate color, but only use it in deliberate ways as an accent that elevates it to “special” status; a nod to our history that is reinforced in every communication.


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When pairing colors together, use a combination of dynamic and neutral colors, not all dynamic or all neutral. NOTE: The flagship orange must be present in EVERY creative application as an accent, a separator, or to emphasize important points.

Orange should not be used as a flood or type color (unless when used to emphasize an important point). Also, do not use Dynamic colors as a font color (only neutrals and orange, where applicable)

Flagship/Accent

Neutral

Dynamic

COLOR PALETTE PRIMARY COLORS


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Color Pantone® CMYK RGB Web

Promethean Orange 165 0 70 95 0 255 121 0 FF6600

Black Black 0 0 0 100 0 0 0 00000

Promethean Grey Cool Grey 10 0 0 0 67

255 121 0 616062

Promethean Light Grey Cool Grey 6 0 0 0 30 255 121 0 BABCBE

White ___ 0 0 0 0 255 255 255 FFFFF

Promethean Blue 286 100 75 0 0 0 51 160 0033A0

Promethean Purple 2607 83 99 0 2 80 7 120 500778

Promethean Red 1815 16 97 86 54 124 37 41 7C2529

Promethean Green 575 55 9 95 45 103 130 58 67823A

COLOR PALETTE SPECIFICATIONS

TYPO

GRAPHY

Promethean typography is built around modernity, clarity and uniformity. The Promethean font, Century Gothic, is designed to be legible in a range of sizes and weights. Unifying our communications around a single legible typeface makes it easier to showcase an integrated portfolio of solutions that, together, create the dynamic environments that motivate students to learn.


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A brand’s typeface is its visual voice. A strong typeface differentiates a brand, but should also be a flexible tool for communications. The Promethean typeface is now Century Gothic.

A spacious, modern version of a classic mid-century font, the Century Gothic design embodies the digital age with its sleek sans serif style, but still retains the graceful geometric look common to early 20th century typefaces.

It is considered a “safe” font for web design. Furthermore, it will translate well across multiple platforms.

TYPOGRAPHY FONT | PRINT AND WEB


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RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwyz 1234567890

Regular ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwyz 1234567890

BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwyz 1234567890

Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwyz 1234567890

Century Gothic

TYPOGRAPHY FONT WEIGHTS


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TYPOGRAPHY HEADLINE LOCKUP

Headlines are set primarily in Century Gothic Regular, Italics, Bold and Bold Italics. They should be short and to the point. Weight shifts in headlines should be used at the beginning or end of the message to provide emphasis and focus. Only switch weights once and only at a line break.

Headlines with no line breaks may have a weight shift on the same line. The typeface size of headlines will change with every application, but should always comfortably fit within the layout. Bold should be used to emphasize key information.


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ALIGNMENT•All elements should be visually aligned to the left

TITLES•Bold, all caps•12pt or 13pt, minimum•Must fit on one line

DESCRIPTORS•Light, sentence case•Light, sentence punctuation•Type size: 12pt or 13pt, minimum•Leading: 22pt•Kerning: Optical•Tracking: 0

HEADLINES•Light, all caps•Use Bold to emphasis key info•Type size: 25pt, minimum •Leading: 30pt, minimum•Kerning: Optical•Tracking: 0 •No end-of-sentence punctuation unless the headline has more than one sentence

All type should be set in Century Gothic

PROMETHEAN EDUCATION STRATEGY GROUP

TRANSFORMING EDUCATION TO REALISE A VISIONA transformational in-country workshop



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TRANSFORMING EDUCATION TO REALISE A VISION


TRANSFORMING EDUCATION TO REALISE A VISION

TITLE, HEADLINE & DESCRIPTOR

TITLE & HEADLINE

HEADLINE & DESCRIPTOR

HEADLINE ONLY



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GRAPHICELEMENTS

The Promethean logo is the face of our brand and a key element of our brand identity. Consistent use of the logo is essential to maintaining our identity and gaining instant recognition across all marketing channels and media. In this section, we will introduce standards for logo treatments and how they are applied in different situations and geographies.


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GRAPHIC ELEMENTS CONTAINMENT BOX

The containment box should be used only in conjunction with photographic imagery. The containment box should only be used as an optional overlay to high-end photographs that represent the brand in-use.

WELCOME TO PROMETHEAN

WELCOME TO PROMETHEAN


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GRAPHIC ELEMENTS CONTAINMENT BOX

Black Box•Used on lighter backgrounds•Opacity: 65%•Effects: Multiply

White Box•Used on darker backgrounds•Opacity: 65%


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ICONO GRAPHY

The primary purpose of graphical icons is to bring visual interest to what would otherwise be an ordinary visual design. When properly used as a “symbol” that connotes features or functionality, our suite of icons give the viewer an at-a-a-glance, simple-to-understand visual of important concepts. Our pallet of icons helps to make the Promethean brand promises more readable and memorable.


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PHOTO GRAPHY

Promethean photography should be approached from an authentic storytelling perspective – visually charged and aspirational narratives that celebrate the use of modern technologies that foster student engagement, collaboration, content personalization, and in-the-moment feedback.


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PHOTOGRAPHIC ARC

To get a full understanding of the broad spectrum of Promethean photography, we have created a photography arc that shows how Promethean products should be shot and, more importantly, how our products comprise the dynamic learning environments that motivate students to learn.

Product as Hero Product In Situ Product In Use Product in Context

These product shots are executed in a manner that eliminates reflections and other artificial qualities in favor of natural lighting and soft shadows

Products are situated in the context of how and why they might get used or placed alongside contextual cues inside classrooms or wherever they may use the product

This style brings our customers and our products together to reveal product benefits and how those benefits enhance the teaching and learning experience when used in a real-life context.

Our lifestyle photography approach should feel like captured moments of real people in a school or learning setting.


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PHOTOGRAPHIC LIFESTYLE OVERVIEW

Photography brings Promethean products, teachers, and students together within a single frame to reveal both the product benefits and how they fit into the everyday learning experience.

Our photography should feel like captured moments of real people in a dynamic learning environment. The selection of models, wardrobe, location, and props must feel aspirational, yet attainable.

PEOPLE PROPS & SETTING WARDROBE

Appearance•Fit•Fashionable•Fresh•Fetching

Psyche•Wondrous•Curious•Confident•Engaged

ModernInnovativeLighthouse

StudentsWhen possible, students should be dressed in school uniforms. School uniforms may vary from less formal same-color golf shirts and slacks to more formal blazers with school crest. A mix of nationalities & ethnicities is preferred.

TeachersTeachers cast in Promethean photos should represent the trend-setting ethos of the brand. Therefore, we seek to cast “trendy fashionistas’– a fashion trend tracker and usually the first to sport a new fashion statement. She/he is passionate about fashion and loves to shop. She/he is fearless when it comes to mixing colours, fabrics, textures and prints and they are always well turned out and ready for a change when the new season comes along.

Brand Expression - Promethean World...Promethean Brand Guidelines 09/14 V5.0 4 Promethean has built...

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