8x8, Inc. Brand Identity Guidelines
The Champion
for Small Business
Communications
Version 2.1 / 12.08.2009
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Brand Identity Guidelines: Version 2.1 / 12.08.2009
Our mission and values 8x8 Brand
Our mission
By simplifying and integrating communications, we help our customers be more productive,
operate more effi ciently, and save money. Our technology leadership and continual innovation
has enabled us to provide innovative Communications Solutions to take business to the next level.
Our values
We are champions for small business communications.
Energetic: excited, positive, dynamic, focused
Smart: knowledgeable, curious, ingenious, always thinking, we get it
Friendly: trustworthy, reliable, cooperative, supportive
Logo
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Brand Identity Guidelines: Version 2.1 / 12.08.2009
8x8 logoLogo
The 8x8 logo is the cornerstone of our identity. This section of the guide gives you the essential
recommended information to maintain consistency when utilizing our logo. Constantly adhering
to these suggested principles will help ensure that you use our logo in a confi dent and consistent
manner.
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Brand Identity Guidelines: Version 2.1 / 12.08.2009
Logo
The 8x8 logo is the most immediate representation of our company, our products and
our people. It represents our company in various applications, from packaging and ads
to brochures, presentations and signage.
8x8 symbol
The main element you’ll notice in our logo is the stylized ”8x8.” This dynamic symbol
represents not only our name but also our leadership in technology and continual
innovation as the Champion for Small Business Communications.
Logotype
Our logotype is a timeless and strong, yet friendly custom upper and lowercase
typeface. It is easily read at all sizes and helps differentiate us from our competitors.
Color variations and assets
The 8x8 logo is available in a variety of color variations: 4-color, 2-color and 1-color.
See pages 10-13 for details
Logotype
8x8 Symbol
Logo elementsLogo
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Brand Identity Guidelines: Version 2.1 / 12.08.2009
100 px
0.75”
Clear space is the area surrounding the logo that must be kept free of other graphic elements. The minimum required clear space is defi ned by the measurement “x” as shown.
This measurement is equal to the height of the “8” in the 8x8 logotype.
We want our logo to stand out, so we’ve established minimum sizes, as shown in the following examples. The minimum sizes included here should accommodate most
applications. Some promotional applications may require logo usage below minimum size. For approval of such usage, please contact Helen Johnson at [email protected]
prior to implementation.
X
Clear Space Minimum Size
On-Screen
Clear space and minimum sizeLogo
X
X
XX X
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Brand Identity Guidelines: Version 2.1 / 12.08.2009
2-color reversed logo
When printing, using 2-color or 5-color on a dark colored background, we recommend
using this reversed version of the logo for legibility purposes.
Example Usage:
Brochures, datasheets, success stories, whitepapers, business system and silk screen
on t-shirts.
4-color reversed logo
When printing, using 4-color on a dark colored background, we recommend using this
reversed version of the logo for legibility purposes..
Example Usage:
Brochures, datasheets, success stories and other 4-color advertising materials.
1-color reversed logo
When 2-color or 4-color printing is not available the 1-color reversed logo should be
used when the logotype is not legible on a black or dark colored background.
Example Usage:
Silk screen printing, embossing and debossing.
Background:
Dark colored background of
signifi cant contrast
File Name:
8x8_2C_PMS_Rev.eps
Background:
Dark colored background of
signifi cant contrast
File Name:
8x8_4C_CMYK_Rev.eps
Background:
Dark colored background of
signifi cant contrast
File Name:
8x8_1C_K_Rev.eps
PMS 187 spot
Reversed out of background
CMYK (C:30, M:100, Y:80, K:0)
Reversed out of background
Reversed out of background
Reversed out of background
Color variations and assets for print applicationsLogo
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Brand Identity Guidelines: Version 2.1 / 12.08.2009
1-color black logo
When 4-color or 2-color printing is not available, and shades of black cannot be
produced due to printing limitation the 1-color black logo on a white background
should be used.
Example Usage:
Silk screen printing, embossing and debossing.
1-color grey logo
When 4-color or 2-color printing is not available, the 1-color grey logo on a white
background should be used.
Example Usage:
1-color advertising and 1 color whitepapers.
Background:
White or light colored
background
File Name:
8x8_1C_K.eps
Background:
White or light colored
background
File Name:
8x8_1C_Grey.eps70% black process
100% black process
100% black process
100% black process
Color variations and assets for print applicationsLogo
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Brand Identity Guidelines: Version 2.1 / 12.08.2009
RGB (R:172, G:26, B:47)
RGB(R:255, G:255, B:255)
RGB logo
The RGB logo on a white background is the preferred version for on-screen and digital
applications. Two bitmap assets are available: a small version at 100 pixels wide
(minimum size) and a large version at 500 pixels wide which can be reduced to fi t
specifi c size requirements. Do not use the 100 pixel version to enlarge. Vector assets
are also available. These assets are not meant for offset printing applications.
Example Usage:
Websites, Web banner advertising, videos and PowerPoint presentations.
RGB reversed logo
The RGB reversed logo should be used when the logotype is not legible on a black or
dark colored background for on-screen and digital applications. Two bitmap assets are
available: a small version at 100 pixels wide (minimum size) and a large version at 500
pixels wide which can be reduced to fi t specifi c size requirements. Do not use the 100
pixel version to enlarge. Vector assets are also available. These assets are not meant
for offset printing applications.
Example Usage:
Websites, Web banner advertising, videos and PowerPoint presentations.
Background:
White or light colored
background
File Name:
8x8_RGB.eps (vector)
8x8_RGB-100.png (bitmap)
8x8_RGB-500.png (bitmap)
Background:
Dark colored background of
signifi cant contrast
File Name:
8x8_RGB_Rev.eps (vector)
8x8_RGB_Rev-100.png (bitmap)
8x8_RGB_Rev-500.png (bitmap)
RGB (R:172, G:26, B:47)
RGB(R:0, G:0, B:0)
Color variations and assets for on-screen and digital applicationsLogo
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Brand Identity Guidelines: Version 2.1 / 12.08.2009
Don’t change the scale of the symbol. Don’t modify the logotype.
Don’t add a stroke to the logotype.
Don’t use the logotype alone.
Don’t distort the logo.
Don’t stack or middle align the
symbol and logotype.
Don’t change the color of the logotype.
Don’t rotate the logo.
Don’t change the color of the 8x8 symbol. Don’t change the logo to all red.
Don’t switch the order of the
logotype and symbol.
Don’t add a gradation to the symbol.
Always use the approved artwork, and never recreate our logo elements or make changes to the approved artwork.
MisusesLogo
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Brand Identity Guidelines: Version 2.1 / 12.08.2009
4-color and 2-color
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
4-color and 2-color reversed
Background value ranges
The following pages show the approved background value ranges that ensure proper visibility of our logo and the unacceptable background percentages.
Background controlLogo
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Brand Identity Guidelines: Version 2.1 / 12.08.2009
1-color reversed
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
1-color black
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
1-color grey
Background value ranges (continued)
Background controlLogo
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Brand Identity Guidelines: Version 2.1 / 12.08.2009
Correct Usage Incorrect Usage
The preferred backgrounds for our logo are white and black, but in some cases it is necessary to use the logo over a colored substrate, photograph or patterned background. In
these cases, it is extremely important to ensure the visibility of all logo elements and to use light textured backgrounds.
Background controlLogo
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Brand Identity Guidelines: Version 2.1 / 12.08.2009
Color paletteVisual Style
Primary color palette
Our corporate color is 8x8 Red (Pantone 187). We use this color in our logo, backgrounds and typography. Red, dark gray and black are primarily used for text. These colors and
tints of these colors can be used in charts, graphs and other diagram types.
Pantone CMYK RGB Web-Safe Hex
PMS 187 C / PMS 187 U C:0 M:100 Y:79 K:20 R:176 G:26 B:47 Web AC1A2F
70% Black C:0 M:0 Y:0 K:70 R:110 G:110 B:110 Web 6D6E71
30% Black C:0 M:0 Y:0 K:30 R:190 G:190 B:190 Web BEBEBE
White C:0 M:0 Y:0 K:0 R:255 G:255 B:255 Web FFFFFF
Black C:0 M:0 Y:0 K:100 R:0 G:0 B:0 Web 000000
The following misuses of color should be avoided to ensure consistent presentation of the 8x8 brand identity.
• Do not use the 8x8 colors to delineate 8x8 sub-brands, products, services or divisions.
• Do not introduce any color into 8x8 communications other than those specifi ed.
• Do not calculate CMYK/RGB breakdowns by converting PMS colors in software such as Adobe Illustrator.
Use the breakdowns supplied in these guidelines instead.
• Do not use CMYK breakdowns recommended by Pantone. Use the breakdowns supplied in these guidelines instead.
8x8 RedPantone 187 C/U
Black8x8 Light Grey30% Black
White
8x8 Dark Grey70% Black
Please note that this color guide should not be used for accurate color matching. To obtain approved color swatches,
please contact the 8x8 Brand Manager, Helen Johnson at [email protected]
P: 408.727.1885NASDAQ: EGHTwww.8x8.com
© 2009. The 8x8, Inc. logo is a registered trademark of 8x8, Inc. 8x8, Inc. is a publicly traded company. Please recycle
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