Zeon_Solutions-Flight_Manual

destination: better.
BRAND FLIGHT MANUAL
vol. 1 >> inauguration
SM
SM

“He who would learn to fly one day must first learn to stand
and walk and run and climb and dance; one cannot fly into flying.”
~ Friedrich Nietzsche
As we celebrate one decade of service, our crew has encountered a crossroads: continue onward along our
comfortably successful trajectory - or completely break orbit to explore the possibility of progress that wasn’t
even on our radar. The latter choice just feels a lot more exciting - and way more Zeon. See, over the past ten
years, we’ve practiced enough standing and walking. We’ve done a lot of running and climbing. And if you check
the archives, our dance moves are pretty tight. So with tons of confidence we say: it’s definitely time to fly.
A captivating expedition awaits us! We invite everyone to join our crew as we embark on our next adventure.
SM

II.OURVOICEIII.OURSTYLEIV.COLLATERALI.INTRODUCTION
How We Communicate
Our Voice Characteristics
Our Targets
Our Branding Statements
Color Palette
Typefaces
Logos
Tagline
Additional Creative
Business Cards & Sales Materials
Stationary and Word Doc Templates
PowerPoint Deck Template
Email Template & Signature
CONTENTS
Blast Off! Zeonauts Explained
Our Vision
Our Pillars & Core Values

I. INTRODUCTION
Our brand reflects the soul of our organization, the way we behave, the
tone with which we communicate and how we impact our employees’,
partners’ and customers’ lives within the markets we operate. More than
that, it articulates our larger existence, who we are and all that we stand
for in today’s digital universe.

BLAST OFF!
The Great Space Race was a force to be reckoned with in the 1960s. It impacted the culture,
technology and morale of several generations. At a time when the nightly news barraged
its audience with tragedy and fear both near and far, people needed heroes to look up to.
Astronauts--both real and fictitious--have stepped in as heroes for over a century. Their
prestige, ambition, expertise and teamwork help them accomplish daring feats literally out
of this world. Astronauts are risk-takers. They’re trailblazers.
The astronaut archetype embodies ingenuity, integrity, dedication and energy in their pur-
est forms. And while our own hardworking crew members aren’t boarding a shuttle to Mars
anytime soon, we all identify with these aspirational core pillars. We know that in order to
reach our new better destination, we will need their support. A brand refresh is the perfect
opportunity to refresh our perspective and philosophy as an organization. As we look to
the new age ahead of us with excitement and confidence, we have officially exchanged our
“Zeonite” moniker for something a little more fitting.
Being a “Zeonaut” is more than just launching an exceptional project. Finding more efficient
solutions to everyday processes, mentoring a troubled colleague and even making a new pot
of coffee are all characteristics of a Zeonaut. These actions are hidden in the details - often
unseen, but accumulative and always support the greater cause. And while we won’t exactly
travel intergalactically, we hope to act as a new kind of trailblazer. We hope to inspire our
partners, our clients and one another the way our space heroes have inspired us.

6
III.OURSTYLEII.OURVOICEI.INTRODUCTIONIV.COLLATERAL
OUR VISION
As a team, we will collectively steer our course toward our better destination.
The great thing is, once we reach that destination we won’t be there for long.
We will always need to evolve,
to remain on the cutting edge,
to innovate,
to understand what is possible,
and to push the limits of the seemingly impossible.
Over the next few years we’ve got goals to hit and boundaries to break.
Let’s do this thing!

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7
I.INTRODUCTION
As both the structure that supports and the fuel that sustains, our pillars represent the
specific core strengths that make us unique and valuable as an organization.
The members of our crew reflect an entire universe of values, but some of them are
so primary, so important to us, they emerge and bring gravity and authenticity to our
mission. We connect to these characteristics, live by them and influence them in others.
These two concepts can’t stand alone. Our mission can’t succeed without our rocket’s
outer integrity in tact, its ingenious inner-workings fully functional, our dedicated crew
prepared for any challenges and the powerful energy required to launch and sustain
everything we do. Combining structure and force, our pillars and values are organic,
intertwined business and personal philosophies that act as our moral compass. We de-
pend on them after a tough day; we celebrate them after a stellar one!
OUR PILLARS
O U R VA LU E S

II.OURVOICEIII.OURSTYLE
8
I.INTRODUCTIONIV.COLLATERAL
8
We are authentic. We are legit. We cultivate relationships with
honesty, trust and sincerity so the path to success is unclut-
tered. Often that means we will question a particular direction
or solution. But we will provide honest feedback and opinions.
We believe it is our responsibility to help inform and guide you
to succeed. We give it to you straight to avoid confusion and
miscommunication. We hold ourselves personally accountable
to deliver the highest quality because your victory is our victory.
INTEGRITY
AU T H E N T I C I T Y + Q UA L I T Y
OUR PILLARS
O U R VA LU E S

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A discovery is merely the result of a happy accident. Innovation,
however, is the product of purposeful breakthrough. We don’t limit
ourselves to the boundaries of a happy accident. Your unique prob-
lem requires a clever solution. Our ingenuity influences howwe think,
work, play, construct and interact to unearth that solution. Relying
on a cookie-cutter, one-size-fits-all approach is boring and boring
isn’t even in our universe. We are thinkers, innovators and creators.
Yep, we’re geeks and we’re proud of it!
INGENUITY
I N N OVAT I O N + E X P E R T I S E
OUR PILLARS
O U R VA LU E S

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We aren’t just a band of brilliant minds, we have a lot of heart too!
We care about our employees, our customers and our partners.
This isn’t dictated by our HR handbook; it comes from enjoying the
work we do and the relationships we build. We are aligned through
a common goal. We honor our commitments with conviction. We
measure success not by dollar amount, but by enabling you to
achieve your goals. Even in this modern age of independence and
autonomy, everyone needs a hero once in awhile. The only differ-
ence is we’re not here to save you, but to empower you.
DEDICATIO N
COMPASSION + COMMITMENT
OUR PILLARS
O U R VA LU E S

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We aren’t just colleagues at Zeon, we are friends. We aren’t com-
petitors, we are teammates. We laugh together and learn from
each other. We love what we do, and it’s reflected in our work and
how we interact. Our spirit is optimistic, enthusiastic, ambitious
and quite honestly, contagious. There is a unique vibe here and it
strategically fuels each and every project we touch. We believe our
passion and velocity put us in an entirely different class, a different
breed. You’ll never quite get it until you experience it first hand.
ENERGY
A M B I T I O N + E N T H U S I A S M
OUR PILLARS
O U R VA LU E S

II. OUR VOICE
Our Brand Voice is more than just some snappy marketing headlines. It’s our
internal and external monologue. Our clients hear the Zeon voice the morning
we hunker down in a conference room for a project discovery. We hear the Zeon
voice when we work late to answer questions from our team across the ocean.
Our colleagues and prospects hear the Zeon voice when we’re happy to report
that we did in fact win Milwaukee’s Fastest Growing Company again this year!
The Zeon voice is enthusiastic, tenacious and proud. We can make the complex
sound simple and easy. We can make the simple and easy sound exciting.
And here’s how we do it. . .

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HOW W E COMMUNICATE
Our personality traits exemplify our brand – they help inform how we speak,
write and present ourselves to the external world. Whether its through our
advertising, our website or our conversations, these traits differentiate
us from other brands because they are true and unique to who we are.
They help make our promise and positioning real. Before we communicate
-- whether verbally or in print -- we must always ask ourselves does this
sound like us? We need to speak with one clear, consistent, authentic voice.
When we do this, more people will listen to what we have to say.

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O U R VO I C E I S . . .
We speak conversationally. We are fun, we keep things light and our gentle wit exudes knowledge and
engages people. But not everything is a punch line and we are never too smug, cute or goofy. Technology
is a serious and complex business, but we’re here to put our clients, prospects and job-seekers at ease.
W I T T Y
s m a r t // c l e ve r // c r e a t i ve // c h a r i s m a t i c // p a s s i o n a t e

15
We speak and write with a purpose to inform, but we aren’t domineering or overbearing. We also
won’t take ten minutes to say what can be said in one. We are succinct and confident, bold yet not
boastful. We understand that innovation is nothing without direct customer benefit.
D I R E C T
c o n f i d e n t // a u t h e n t i c // r e l i a b l e // h e l p f u l // h o n e s t

16
We express a deep understanding and passion for technology, but we communicate in a way that is clear
and relevant. We speak based on an understanding of who we talk to and focus on providing real value.
If we don’t know something, we don’t make it up. We’re honest and up-front, we educate ourselves and
then we share what we’ve learned.
S AV V Y
p r a c t i c a l // e x p e r i e n c e d // w e l l - i n f o r m e d // a d a p t a b l e // a g i l e

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Tackling challenges is our business, so it’s never an easy day at the office. An enthusiastic attitude will
always help alleviate the pressure we often face when searching for the best solution. But our approach
is based on experience. The more receptive and curious we are, the more we can learn and contribute to
the conversation. We speak and behave this way to empower and support one another.
P O S I T I V E
w a r m // o p t i m i s t i c // i n c l u s i ve // a m b i t i o u s // e n c o u r a g i n g

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OUR TARGETS
BUSINESS >> Clients, Partners, Prospects
RECRUITS >> Job-Seekers, Job-Browsers, Competitors
ZEONAUTS >> Milwaukee, India, Satellites

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OUR BR AN DING STATE MENTS
P O S I T I O N I N G
For companies who need to develop or enhance the space they occupy
online, Zeon Solutions doesn’t simply build websites – we are masters at
crafting eBusiness experiences. Fueled by collaboration and strategy,
our results maximize our clients’ knowledge, performance and profita-
bility essential to compete in today’s digital arena.
P R O M I S E
Working together, we will create your better eBusiness experience.

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M I S S I O N
Venturing into a better digital universe can be stressful for everyone
involved. Our crew of experts make the ride as smooth as possible.
Every mission requires our own premium grade of ingenuity, integrity
and dedication, fueled by an energy that is unique to our culture. Our
efforts toward continued advancement makes us better. And that
means a better position in the digital universe for you.
From every partnership we serve, to every relationship we foster, our
top priority will remain the same. Destination: Better.SM

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TAG L I N E
Destination: Better.SM
This is our mantra. This is our statement of aspiration intended for a
variety of audiences and situations.
When you’ve had the world’s worst day, when you’re in the thick of a
challenging project, when your website has officially launched, when
you’re not sure where to take your career and even when you have the
chance to sit back, crack open a beer and take a moment to celebrate
the effort you poured into your job . . . Destination: Better.SM

III. OUR STYLE
Adventure, Aspiration, Confidence, Energy, Imagination and Warmth.
These are all words that inspired our new style: from the logo and colors
to our themed business cards and marketing materials. The spirit of our
space pioneer hero is infused throughout our new branded design.

III.OURSTYLE
23
I.INTRODUCTIONII.OURVOICEIV.COLLATERAL
Every once in awhile you have to take a quick minute to glance at the pre-dawn sky.
There’s a sweet spot right after the darkness of the midnight hour, but before the
sky gives way to the bright chaos of the new day. This richer blue exudes a calming
tranquillity and even a sense of loyalty: the promise of possibilities that lie ahead.
C O LO R PA L E T T E
BLUE DAWN
PRINT
PMS 301 C
C 100 M 67 Y 11 K 22
Lighter Gradient Blue:
C 100 M 52 Y 0 K 0
DIGITAL
R 0 G 63 B 135
#003F87
Lighter Gradient Blue:
R 15 G 90 B 173

III.OURSTYLE
24
Orange is combustible. The color is so bright and inviting that it instantly sparks communication
and new, creative ideas. Its bold optimism quickly rejuvenates our spirit. Sometimes its fuel can
act like slow-burning, but intense embers - when long projects require endurance. Sometimes it
ignites like a blazing fire - when quick turnaround requires a burst of energy.
ORANGE OCTANE
PRINT
PMS 158 C
C 0 M 64 Y 91 K 0
Lighter Gradient Orange:
C 0 M 50 Y 100 K 0
DIGITAL
R 232 G 117 B 17
#E87511
Lighter Gradient Orange:
R 255 G 141 B 0

III.OURSTYLE
25
A leader is pivotal to a successful expedition. A symbol of the pioneering spirit, red acts
as that leader - it provokes ambition, action and courage. Red is so tenacious that it
can even inspire confidence in those who have lost their spark. Red is a gutsy color, but
its sharp edge often gives way to the empathy found in compassion and commitment.
RED GRIT
PRINT
PMS 1797 C
C 11 M 91 Y 75 K 2
Lighter Gradient Red:
C 0 M 100 Y 86 K 0
DIGITAL
R 193 G 23 B 33
#C11721
Lighter Gradient Red:
R 222 G 23 B 33

III.OURSTYLE
26
PRINT
PMS 301 C
C 100 M 67 Y 11 K 22
PMS 158 C
C 0 M 64 Y 91 K 0
PMS 1797 C
C 11 M 91 Y 75 K 2
K 90 K 75 K 55
DIGITAL
R 0 G 63 B 135
#003F87
R 232 G 117 B 17
#E87511
R 193 G 23 B 33
#C11721
RGB 60
#3C3C3C
RGB 100
#646464
RGB 146
#929292
In creative and marketing materials, use Blue Dawn and Orange Octane predominantly, and use
Red Grit very sparingly - almost exclusively in the logo or a rocket flame. Likewise, only use grayscale
if materials have to be printed in black and white. Use Black at 75% ( RGB 100 // #646464 ) as the
color of all copy not highlighted by the colors Blue Dawn or Orange Octane.
K 25
RGB 204
#CCCCCC

III.OURSTYLE
27
AaABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 @#$%&*( ) { } :;.?!”’
Nexa Family
Aa ABCDE FGHIJKLMNOPQRSTUVWXYZ
1234567890 @#$%&*( ) { } :;.?!” ’
Subroc
Chosen because of its versatility and the variety of members in its font family, Nexa is a round,
friendly, open typeface. Its geometric qualities lend well to the technical side of Zeon Solutions.
On the flipside, chosen because of its whimsical nature, Subroc lends well to the creative side
of our organization. Quick, broad, handwritten strokes almost look like finger-written messages
on a foggy window to the night sky.
T Y P E FAC E S > > I N T R O

III.OURSTYLE
28
Subroc
ABC DE FGH IJ KLMNOPQRSTUVWXYZ
abcde fgh ij klm nop qr stuvwxyz
Despite its brilliance, Subroc should only be used in our tagline and to highlight our services in
marketing materials ( i.e. eBusiness, Digital Marketing, PM, Paid Search, Design, Sales, etc. ), in
conjunction with our tagline’s supporting line. Reference that page for details.
T Y P E FAC E S > > P R I N T

III.OURSTYLE
29
Nexa Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Nexa Bold
Nexa Regular Italic
Nexa Bold Italic
Nexa Heavy
Nexa Black
Nexa Heavy Italic
Nexa Black Italic
Use any appropriate Nexa family member in all print materials. Nexa Black in all caps works
well for giant headlines, while Nexa Heavy works well for bold words within small body copy.
T Y P E FAC E S > > P R I N T

III.OURSTYLE
30
Century Gothic Regular
Century Gothic Bold
Century Gothic Italic
Century Gothic Bold Italic
Helvetica Regular
Helvetica Bold
Helvetica Oblique
Helvetica Bold Oblique
Whenever you don’t have access to the Nexa font family, use any Century Gothic or Helvetica font
family members. For example: in universal Word documents and PowerPoint presentations or in
digital instances when Nexa isn’t accessible as a webfont.
T Y P E FAC E S > > A LT E R N AT I V E S & W E B

Our rocket symbolizes confidence and determination. The dynamic edges of the launch flame imply
precision and propulsion. And while the rocket strongly represents the promise of future progress,
the inclusion of the clouds reminds us of our roots on the ground and the imagination required to
mobilize our vision. Rockets tend to represent dominance and power. And while we are ready to
take charge, the crew at Zeon Solutions isn’t arrogant in the slightest. So in order to dial back the
masculinity, we based our logo on the open and friendly circle, just like our typeface.
The second half of our company name -- SOLUTIONS -- is essential and deserves way more play
than its position in our former logo. Our value proposition is grounded in the fact that we offer and
implement solutions to our customers’ and partners’ challenges. This has always been our priority,
but now our new logo makes it even more evident.
III.OURSTYLE
31
LO G O S > > I N T R O
SM

>> “zeon” is Nexa Regular - all lowercase
>> “SOLUTIONS” is Nexa Heavy - ALL CAPS
When we suggest which logo to use, we will refer to each by the following names:
A Horizontal Rocket D Zeon Only
B Vertical Rocket E Rocket+Tagline
C Zeon+Tagline
III.OURSTYLE
32
LO G O S > > S P E C S
A B
C
E
D
SM
SM
SM
SM

III.OURSTYLE
33
>> The spacial relationship of the rocket, the company name and/or tagline is based on the golden ratio.
The space around each logo is measured by the size of the inner circle of the “o” in “zeon.”
The kerning of the company name is measured by half of that circle’s size.
>>The rocket in “Horizontal Rocket” ( A ) is nearly 3x the inner circle’s size.
>> The rocket in “Vertical Rocket” ( B ) is nearly 4x the inner circle’s size.
>> Notice we’ve included the (SM) service mark next to the rocket logo
or next to “destination: better.” - never both.
LO G O S > > S P E C S
A B
C
E
D
Z =
Z
Z =
Z .50
Z .50
Z .50
ZZ .50
SM
SM
SM
SM

III.OURSTYLE
34
>> Use “Rocket Only” ( F ) separately from the company name and/or tagline in materials
where “Logo+Tagline” or “Zeon Only” is used elsewhere on the design, page or template.
>> Use “Grayscale” ( G ) if materials have to be printed in black and white.
>> Use “Reverse Color” ( H ) only on dark apparel and other swag.
>> Use “Reverse” ( I ) sparingly, when the color logo absolutely cannot be used. For example: etched on glass
or on top of dark or image backgrounds. You may also use this reverse version in artistic instances where
the color logo or some elements of the color logo appear, or company name and/or tagline are already
included in the creative. For example: accompanying “zeonaut” on the backs of our business cards.
LO G O S > > A LT E R N AT I V E S
F
G I
H
SM
SM
SM
SM

III.OURSTYLE
35
Altering the font size and style, the logo’s placement or the spacial relationship of rocket to
company name will disrupt the logo’s balance and integrity. Here are some helpful tips of how
not to use the logo:
LO G O S > > I N C O R R E C T U S E
Never change the size of the rocket
separately from the company name.
Never move the rocket to the top or
right side of the company name.
Never put the company name on one line.
Never tilt, warp or alter the logo’s shape.
Never change the font kerning or
font style of the company name.
Never change the font
of the company name.
Although it may be tempting, never put
the rocket inside the company name.
The logo won’t show up well
on dark colors or images.
While you may use the rocket by itself,
keep it at a 50° angle - never tilt it.

III.OURSTYLE
36
Of course we will stop using the old Zeon Solutions logo and branding in all materials and
channels. We have already changed most of our collateral templates, but if you need to
use an old file, remember to remove/replace any instances of our old brand --including
the logo, typeface, colors and tagline-- with the new logo, colors, typeface, etc.
LO G O S > > I N C O R R E C T U S E
Calibri
Franklin Gothic
Bebas

III.OURSTYLE
37
When the tagline is used with the logo and within marketing creative design ( A ):
>> Typeface: “destination:” is Nexa Bold - all lowercase // “better” is Subroc - all lowercase
>> Color: on white: “destination:” is orange // “better.” is blue
>> Color: reverse: “destination: better.” is all white
>> Service Mark (SM) is Helvetica Regular at maximum 4pt and lines up with the typeface baseline.
When the tagline is used in plain marketing copy ( B ):
>> Typeface: “Destination: Better” is the Nexa Font Family (typically Bold or Heavy to stand out) - mixed case
>> Color: can mimic the surrounding copy color (75% black, Blue Dawn, etc.)
>> Service Mark (SM) is Nexa Regular, super-script, but decrease the size until it lines up with the x-height.
In all instances: A colon will always follow “destination:” and a period will always follow “better.”
TAG L I N E
Destination: Better.SM
A
B
SM
SM

III.OURSTYLE
38
TAG L I N E > > S U P P O R T I N G
In our marketing materials, we will often pair our tagline with this supporting line ( A )
to further accentuate our Brand Promise:
Working together, we will create your better eBusiness experience.
In some materials, we list our abundance of services, as it’s a differentiator we’re pretty
proud of! In those cases, we use the supporting line with “eBusiness” underlined ( B ).
Remember: eBusiness always has a lowercase “e” and uppercase “B”
A
B

III.OURSTYLE
39
Occasionally we encounter challenges that require such character strength and endurance that they
become all out missions. A mission is never complete until you receive an honor badge that recognizes
the extent to which you leveraged at least one of our core pillars to implement an exceptional solution.
A D D I T I O N A L C R E AT I V E > > B A D G E S

IV. OUR COLLATERAL
Our targets are typically bombarded by all kinds of marketing and
sales materials. Before we distributed the new brand to our collateral,
we asked ourselves: how can these materials serve a better purpose?
How can they be more cohesive and holistic? How can they inform and
entice all while representing who we are, what we do and how we get it
done even better than our competition? Well, before we reach a better
destination, the first step is to climb aboard the ship!

The core essence of Zeon Solutions is palpable the moment you meet anyone on the crew.
When tasked with this brand refresh, we knew the project was simply a renovation job:
strengthen and even enhance the fun, smart, hardworking persona we all know and love.
Now that the renovators’ phase is complete, it’s everyone’s turn to get out there and live
this new brand. Interact with it. Inspire it in others. The seatbelt sign is turned off, so
stand up and stretch your legs. You are free to move about the cabin!
LIVE IT!
SM

Zeon_Solutions-Flight_Manual

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