Steve Romney, CTO                                    27/9/2011Wednesday, 28 September 2011
Shutl Main Red:         Shutl Accent Red:                                                                   Pantone 485 C ...
Shutl Main Red:         Shutl Accent Red:                                                                   Pantone 485 C ...
Shutl Main Red:         Shutl Accent Red:                                                                     Pantone 485 ...
Shutl Main Red:         Shutl Accent Red:                                                                     Pantone 485 ...
Shutl Main Red:         Shutl Accent Red:                                                                       Pantone 48...
Shutl Main Red:         Shutl Accent Red:                                                                        Pantone 4...
Shutl Main Red:         Shutl Accent Red:                                                                        Pantone 4...
Shutl Main Red:         Shutl Accent Red:                                                                        Pantone 4...
Wednesday, 28 September 2011
Wednesday, 28 September 2011
Delivery within 90                               minutes of purchaseWednesday, 28 September 2011
Delivery within 90                               minutes of purchaseWednesday, 28 September 2011
Delivery within 90                               minutes of purchase                               Shopper chooses 1 hour ...
Shutl Main Red:         Shutl Accent Red:                                                                   Pantone 485 C ...
“Hub & Spoke” Express          97% Courier, Express & Parcel MarketWednesday, 28 September 2011
“Point to Point” Courier          3% Courier, Express & Parcel MarketWednesday, 28 September 2011
“Point to Point” Courier                                              +3,000 more!          3% Courier, Express & Parcel M...
“Point to Point” Courier                                              +3,000 more!          3% Courier, Express & Parcel M...
Shutl Main Red:         Shutl Accent Red:                                                                   Pantone 485 C ...
Shutl Main Red:         Shutl Accent Red:                                                                   Pantone 485 C ...
Shutl Main Red:         Shutl Accent Red:                                                                   Pantone 485 C ...
Shutl Main Red:         Shutl Accent Red:                                                                    Pantone 485 C...
Shutl Main Red:         Shutl Accent Red:                                                                   Pantone 485 C ...
Shutl Main Red:         Shutl Accent Red:                                                                   Pantone 485 C ...
Shutl Main Red:         Shutl Accent Red:                                                                   Pantone 485 C ...
Shutl Main Red:         Shutl Accent Red:                                                                   Pantone 485 C ...
Shutl Main Red:         Shutl Accent Red:                                                                   Pantone 485 C ...
Shutl Main Red:         Shutl Accent Red:                                                                      Pantone 485...
Shutl Main Red:         Shutl Accent Red:                                                                   Pantone 485 C ...
Shutl Main Red:         Shutl Accent Red:                                                                     Pantone 485 ...
Shutl Main Red:         Shutl Accent Red:                                                                      Pantone 485...
Shutl Main Red:         Shutl Accent Red:                                                                      Pantone 485...
Shutl Main Red:         Shutl Accent Red:                                                                      Pantone 485...
Shutl Main Red:         Shutl Accent Red:                                                                   Pantone 485 C ...
Shutl Main Red:         Shutl Accent Red:                                                                    Pantone 485 C...
Shutl Main Red:         Shutl Accent Red:                                                                    Pantone 485 C...
Shutl Main Red:         Shutl Accent Red:                                                                    Pantone 485 C...
Shutl Main Red:         Shutl Accent Red:                                                                    Pantone 485 C...
Shutl Main Red:         Shutl Accent Red:                                                                   Pantone 485 C ...
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AWS Customer Presentation - Shutl and AWS

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Shutl CTO Steve Romney introduces how and why Shutl runs on AWS.

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AWS Customer Presentation - Shutl and AWS

  1. 1. Steve Romney, CTO 27/9/2011Wednesday, 28 September 2011
  2. 2. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. e-Commerce and the web have 5 Branding Guidelines come a long way in 17 yearsWednesday, 28 September 2011
  3. 3. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. e-Commerce and the web have 5 Branding Guidelines come a long way in 17 years Delivery has not...Wednesday, 28 September 2011
  4. 4. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. e-Commerce and the web have 5 Branding Guidelines come a long way in 17 years Delivery has not... Shoppers must still wait day(s) for a delivery that occurs at a time that suits the courier companyWednesday, 28 September 2011
  5. 5. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% The Delivery Problem Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. 5 Branding GuidelinesWednesday, 28 September 2011
  6. 6. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% The Delivery Problem Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. 5 Branding Guidelines Failed deliveries cost e-retail £790m - £1bn pa IMRG, April ‘10Wednesday, 28 September 2011
  7. 7. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% The Delivery Problem Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. 5 Branding Guidelines Failed deliveries cost e-retail £790m - £1bn pa IMRG, April ‘10 2/3 cart abandoners cite delivery as reason Continental Research (for RM Brighter Insights), ’09Wednesday, 28 September 2011
  8. 8. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% The Delivery Problem Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. 5 Branding Guidelines Failed deliveries cost e-retail £790m - £1bn pa IMRG, April ‘10 2/3 cart abandoners cite delivery as reason Continental Research (for RM Brighter Insights), ’09 90% online shoppers cite delivery as top annoyance Co-op + CBI/Pfizer. Jul ’11Wednesday, 28 September 2011
  9. 9. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% The Delivery Problem Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. 5 Branding Guidelines Failed deliveries cost e-retail £790m - £1bn pa IMRG, April ‘10 2/3 cart abandoners cite delivery as reason Continental Research (for RM Brighter Insights), ’09 90% online shoppers cite delivery as top annoyance Co-op + CBI/Pfizer. Jul ’11 61% online comments about home delivery are negative Ubervu, Sep ’11- 1,964 comments over 90 days, reach of 975kWednesday, 28 September 2011
  10. 10. Wednesday, 28 September 2011
  11. 11. Wednesday, 28 September 2011
  12. 12. Delivery within 90 minutes of purchaseWednesday, 28 September 2011
  13. 13. Delivery within 90 minutes of purchaseWednesday, 28 September 2011
  14. 14. Delivery within 90 minutes of purchase Shopper chooses 1 hour delivery windowWednesday, 28 September 2011
  15. 15. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. 5 Branding Guidelines how?Wednesday, 28 September 2011
  16. 16. “Hub & Spoke” Express 97% Courier, Express & Parcel MarketWednesday, 28 September 2011
  17. 17. “Point to Point” Courier 3% Courier, Express & Parcel MarketWednesday, 28 September 2011
  18. 18. “Point to Point” Courier +3,000 more! 3% Courier, Express & Parcel MarketWednesday, 28 September 2011
  19. 19. “Point to Point” Courier +3,000 more! 3% Courier, Express & Parcel MarketWednesday, 28 September 2011
  20. 20. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. 5 Branding GuidelinesWednesday, 28 September 2011
  21. 21. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70%Black on white Reverse (white) on darker tones Please note: The black logo should never ££££ £££ appear on in any ‘dark’ colour background. Quote generated 5 Branding Guidelines from each carrier within Shutl ££ platform, best £££ picked based on price & quality £££ Client API ££££Wednesday, 28 September 2011
  22. 22. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70%Black on white Reverse (white) on darker tones Please note: The black logo should never ££££ £££ appear on in any ‘dark’ colour background. Quote generated 5 Branding Guidelines from each carrier within Shutl ££ platform, best £££ picked based on price & quality £££ Client API ££££Wednesday, 28 September 2011
  23. 23. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. On checkout, 5 Branding Guidelines delivery sent via API directly into chosen carrier’s transportation Client API Carrier Booking API management system £Wednesday, 28 September 2011
  24. 24. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. Carrier Update API 5 Branding GuidelinesWednesday, 28 September 2011
  25. 25. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. While the job is Carrier Update API 5 Branding Guidelines in progress Shutl receives regular allocated status and GPS updates from the £ carrier SHOPWednesday, 28 September 2011
  26. 26. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. While the job is Carrier Update API 5 Branding Guidelines in progress Shutl receives regular allocated status and GPS updates from the £ carrier collected SHOPWednesday, 28 September 2011
  27. 27. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. While the job is Carrier Update API 5 Branding Guidelines in progress Shutl receives regular allocated status and GPS updates from the £ carrier collected GPS SHOPWednesday, 28 September 2011
  28. 28. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. While the job is Carrier Update API 5 Branding Guidelines in progress Shutl receives regular allocated status and GPS updates from the £ carrier collected delivered GPS SHOPWednesday, 28 September 2011
  29. 29. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Technology Stack Shutl Black: Pantone BLACK Shutl Accent Grey: Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour •Ruby - Rails/Sinatra background. 5 Branding Guidelines •Ruby enterprise edition 1.8.7 •Rails 3.0 - just finishing upgrade from Rails 2.3 •Apache web server •Passenger app server •Memcached •MySQL database •Linux •Solution requirement - We wanted complete control over the software part of our technology stack from the OS level up •Led us to IaaS solutions •AWS gives us the infrastructure building blocks to build a flexible, scalable, on demand, and cost effective systems architecture, while giving us complete control from the guest OS level upWednesday, 28 September 2011
  30. 30. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Core Architecture Shutl Black: Pantone BLACK Shutl Accent Grey: Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. 5 Branding GuidelinesWednesday, 28 September 2011
  31. 31. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Use Case #1 - Bootstrapping a startup Shutl Black: Pantone BLACK C0 M0 Y0 K0100 Shutl Accent Grey: Pantone BLACK C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. 5 Branding Guidelines •What we had •An idea to be implemented •Lots of uncertainty •What we didn’t have •£££ •Time •Benefits •No capital investment - key when you haven’t raised capital •Utility pricing - pay only for what you use, keep costs down •Real options - low upfront investment in time and money, no long term contracts, and the low cost of experimentation with different AWS components allows us to postpone making decisions that are difficult to reverseWednesday, 28 September 2011
  32. 32. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Use Case # 2 -Unknown Demand Shutl Black: Pantone BLACK Shutl Accent Grey: Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. 5 Branding Guidelines •What we had •An unproven product not yet in production •Unknown market demand •Lots of uncertainty •What we still didn’t have •£££ •Time - need to quickly demonstrate viability of the technology and the business model •Benefits •No need for detailed capacity planning - accurate forecasting at this point was virtually impossible •On demand EC2 instances protect us from both costly expenditure for potentially unused capacity in the downside case and becoming a victim of our own success and exceeding available capacity in the upside caseWednesday, 28 September 2011
  33. 33. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Use Case # 3 - Variable Demand Shutl Black: Pantone BLACK Shutl Accent Grey: Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. 5 Branding Guidelines •In terms of demand patterns we are a retail/ecommerce business •Seasonal fluctuations •Peak period leading up to Xmas •December volumes many multiples greater than next busiest month •Daily fluctuations •Traffic picks up starting around 7am •Peaking around lunchtime, 12-2pm •Declining through rest of the day •Hardly any traffic between 12am-6am •Benefits •On demand and utility pricing = Efficiency and cost savings •Matching supply and demand and costs and revenuesWednesday, 28 September 2011
  34. 34. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Use Case # 4 - Software Development Lifecycle Support Shutl Black: Pantone BLACK C0 M0 Y0 K0100 Shutl Accent Grey: Pantone BLACK C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never •Multiple environments appear on in any ‘dark’ colour background. • QA 5 Branding Guidelines • UAT • Sandbox (for external retailer and carrier testing) • Performance test • Production •Available on demand •UAT only needed for period prior to end of a release cycle •Performance test only need for matter of hours. Replicate an environment identical to production providing more realistic test •Multiple QA environments as needed •Developer wants to experiment with something in a non-local server environment •Benefits •Flexibility •AgilityWednesday, 28 September 2011
  35. 35. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never Benefits Wrap up appear on in any ‘dark’ colour background. 5 Branding GuidelinesWednesday, 28 September 2011
  36. 36. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never Benefits Wrap up appear on in any ‘dark’ colour background. 5 Branding Guidelines Levels the playing field with big enterprisesWednesday, 28 September 2011
  37. 37. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never Benefits Wrap up appear on in any ‘dark’ colour background. 5 Branding Guidelines Levels the playing field with big enterprises A powerful tool to manage risk and uncertaintyWednesday, 28 September 2011
  38. 38. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never Benefits Wrap up appear on in any ‘dark’ colour background. 5 Branding Guidelines Levels the playing field with big enterprises A powerful tool to manage risk and uncertainty Fits a startup’s budgetWednesday, 28 September 2011
  39. 39. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never Benefits Wrap up appear on in any ‘dark’ colour background. 5 Branding Guidelines Levels the playing field with big enterprises A powerful tool to manage risk and uncertainty Fits a startup’s budget Will scale with us as we growWednesday, 28 September 2011
  40. 40. Shutl Main Red: Shutl Accent Red: Pantone 485 C Pantone 484 C C0 M100 Y99 K4 C0 M100 Y99 K4 R208 G31 B40 R208 G31 B40red on white HEX D01F28 HEX D01F28 red on lighter tones Shutl Black: Shutl Accent Grey: Pantone BLACK Pantone BLACK C0 M0 Y0 K0100 C0 M0 Y0 K70 @ 70% Please note:Black on white Reverse (white) on darker tones The black logo should never appear on in any ‘dark’ colour background. 5 Branding Guidelines any questions? Steve Romney CTO steve@shutl.co.uk @shutlWednesday, 28 September 2011

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