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Totango Brand Guidelines

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Hunter & Bard worked with Totango on its rebrand, designing a new logo and look and feel that reflects the growth and trajectory of the company.

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Totango Brand Guidelines

  1. 1. Totango Brand Identity Guidelines ©2016 Totango, All rights reserved. Totango Style Guide Branding strategy and design by Hunter and Bard
  2. 2. 1Totango Brand Identity Guidelines Brand Colors Key Color Palette Brand Font Family Type Hierarchy Graphic Devices 1 Graphic Devices 2 Graphic Patterns Iconography Iconography Rules Branding Product Fea- tures Imagery Rules Imagery Suggestions Imagery Misuse Our Logo Logo Spacing Logo Size Logo Color Variations Logo + Background Logo BG Misuse Logo Misuse Logo with Tagline Tagline Lock Ups Tagline with Logo Social Icons Smart Phone Icons We are TOTANGO What We Do Key Product Features Core Values Stationary System Grid System Letter Size Grid Grid Example Landscape A4 Size Grid Letter Size Letterhead 8.5 x 11in. Formal Letter Letterhead A4 A4 Formal Letter Business Card Note card Note Card Envelope Business Envelope Large Envelope Folder Concept E-mail Format Power Point Template Website Browser Favicon Logo Branding Event Branding Our Brand SWAGWebStationeryElementsLogo TABLE OF CONTENTS
  3. 3. 2Totango Brand Identity Guidelines Our Brand
  4. 4. 3Totango Brand Identity Guidelines OUR BRAND We are TOTANGO “It takes two to tango” We are a dedicated and passionate group. We are motivated and hard working go getters who are driven by customer success. We also love to have fun and work together.
  5. 5. 4Totango Brand Identity Guidelines OUR BRAND What We Do We provide Customer Success Software that helps SaaS companies track customer health to pinpoint user flow errors and reduce customer churn, drive product adoption and advocacy, and maximize customer lifetime revenue.
  6. 6. 5Totango Brand Identity Guidelines OUR BRAND Key Product Features By individualizing and customizing the health score parameters for any customerprofile, the client can set up the necessary signals to manage their customers’ engagement and success. Providing alerts when a customer’s health has changed and the reasons why. Option to create a customized set of alerts and active-monitors for customer portfolio and recieving notifications about customers that are falling behind or moving forward. The Product offers overview of client`s entire customer base, dive into specific segments (e.g., onboarding customers), monitor health trends over time, and evaluate the performance of every CSM — all in one dashboard. The product tracks specific actions among customers. Client can create a customized set of alerts and activemonitors for their customer portfolio that notify about customers that haven’t adopted a new feature, are falling behind in onboarding, or are becoming power users. Client can create and define key metrics that track the ROI of their customers with client`s product in a matter of minutes. Client can track ROI in terms of improved revenue, increased productivity, and higher quality of outcomes. Client can incorporate these metrics into their customer health model, into executive reports and to drive automated nurturing campaigns. ADAPTIVE HEALTH MODEL EARLY WARNING SYSTEM CUSTOMER HEALTH CONSOLE ACTIVE MONITORING ROI METRICS
  7. 7. 6Totango Brand Identity Guidelines TRUST AUTHENTICITY KNOWLEDGE OUR BRAND Core Values
  8. 8. 7Totango Brand Identity Guidelines Logo
  9. 9. Folder:Logo/ Totango Logo 8Totango Brand Identity Guidelines LOGO Our Logo A sophisticated, joyful and helpful brand. The name Totango comes from the phrase “It takes two to tango” - as in you and your customer. The tango also represents graceful sophistication - such as Totango’s value of elegant data driven excellence in a simple, clean, and easy to understand interface. The Totango logo captures the essence and storyline behind the brand in a straight forward symbol and wordmark. The symbol implements both the dance and the sensor movement of data. The wordmark is made up of the Merel font. Merel is a modern geometric typeface with humanist attributes. Despite being rational and function driven in its nature, the font has a soft and gentle touch. Consistent use of the Totango logo is essential in creating a united brand identity. The master logo is supplied as artwork and should never be altered, distorted or re-created in any way.
  10. 10. Folder:Logo/ Logo Lockups 9Totango Brand Identity Guidelines LOGO Logo Spacing The Totango logo must always have a clear area surrounding it, free from any other element. To define this area, measure the width of the Totango symbol and use half this measure to create the boundary of clear space around both horizontal and vertical versions of the logo. x x/2 x/2 x x/2 x/2 y x 0.33 y y x 0.33 x 0.25 y
  11. 11. Folder:Logo/ Minimum Size 10Totango Brand Identity Guidelines LOGO Logo Size Minimum SizeLegibility is your guide. For best practices please stay within the minimum size suggested. The maximum size is infinite as long as the negative space rule remains. Make sure you use the .ai or .eps vector file provided when enlarging the logo in order to avoid pixelation. 72 px 94 px 43.29 px 20.32 px
  12. 12. 11Totango Brand Identity Guidelines LOGO Logo Color Variations Wordmark — Available colorways The logo is supplied as Pantone and CMYK versions for print, and HEX versions for web. It can only be used on one of the Totango colors. Never change any of the colors in the logo. For detailed color specifications refer to the colors section.
  13. 13. 12Totango Brand Identity Guidelines LOGO Legibility is the most important rule in design. When deciding to place the logo directly on top of an image, always maintain contrast between the logo and image. The image area should have a light or dark (for white wordmark) neutral tone to allow for the logo to stand out. See the photography section for more info. Maintain the 1/2 symbol set space around the logo. Brand consistency relies strongly on using the brand colors so pick the ones that provide high contrast from the palette. For textured, gradient or monochromatic backgrounds always follow this rule: The background should be either at least 6 shades darker than dark Totango green ( ) when using white wordmark logo, or at least 10 tints lighter than light Totango green ( ) when using the logo with dark green wordmark. Logo + Background 6 shades darker 10 tints lighter
  14. 14. 13Totango Brand Identity Guidelines LOGO Always reference the brand guide Logo BG Misuse
  15. 15. 14Totango Brand Identity Guidelines Always reference the brand guide Don’t change the branding colors Don’t change the kerning or spacingDon’t mix the branding colors in a non-approved manner Don’t outline the logoDon’t scale the symbol Don’t change the font Don’t stretch or skew the logo Don’t make the logo transparent Don’t use black LOGO Logo Misuse
  16. 16. The placement of the logo is dynamic based on a grid system of 12 columns. Placement of the horizontal lockup should follow the grid and placed on the left hand side of any page. It’s OK to place the logo near the top, center and the bottom of the page depending on design needs. Vertical lockup should always be placed in the center or top center of any page. 15Totango Brand Identity Guidelines LOGO Logo Placement
  17. 17. Folder:Logo/ Social Icons 16Totango Brand Identity Guidelines LOGO Social Icons Consistency is Key. Social icons are equally important as your logo. Most people will see this icon more than your full logo. Therefore it should be highly recognizable and we have decided to follow the app icon for the social icons for this reason to create a stronger brand presence. Note: never reverse the social brand logo colors to match the icons. Facebook 180 px they will scale it to 160 px Twitter 73 px YouTube 800 px LinkedIn 250 px Google + 250 px
  18. 18. Folder:Logo/Icon Grid 17Totango Brand Identity Guidelines LOGO Although gradients, transparency and 3D are not apart of the branding- icons need to follow other software platform guidelines. Disable iPad/iPhone’s default icon ‘shine’ effect - we’ve implemented a flat version only. Do not revise the size of the Totnago icon inside the square or the background colors on the icons. The OSX icon for desktop will need to be implemented by the UI designer and formatted to spec. Icon Grid 1024 pt x 1024 pt Apple retina icon/ App store App Icons 512 px app icon/ App store 120px retina home screen 60 px home screen 58 px retina setting 29 px setting Smart Phone Icons
  19. 19. 18Totango Brand Identity Guidelines Elements
  20. 20. ELEMENTS Brand Colors 19Totango Brand Identity Guidelines Green is Totango’s main color, not only because it’s the color of organic growth, but it also relates to stability and endur- ance. Green is our Customer Success color because it creates equilibrium between the head and the heart. The rest of our color palette brings a harmonious and friendly transition to our soft red. Supporting our brand and showcasing the best features of our product, ensuring mnemonic and beautiful UI and UX design to our customers. Core Brand Colors Neutrals Teritary Colors Accent Colors Totango Lime Green Light Grayish Cyan - Lime Green Very Light Gray Cool Dark Gray Totango Cyan/Green Totango Dark Cyan/ Green Fountain Blue Deep Arctic Blue Dark Grayish Blue Dark Orchid Very Dark Gray Soft Yellow Soft Red
  21. 21. ELEMENTS Key Color Palette Folder: Elements/Key Color Palette PANTONE® KEY COLORS FOR PRINT CORE BRAND COLORS NEUTRALS ACCENTSTERITARY COLORS TEXT/FUNCTION CMYK FOR DIGITAL PRINT HEX FOR SCREEN RGB #40ad90 C M Y K 72 8 54 0 PANTONE® 339 C RGB #26564d C M Y K 83 45 65 35 PANTONE® 626 C RGB #dd4c55 C M Y K 8 85 63 0 PANTONE® 7418 C RGB #247c8a C M Y K 83 37 39 7 PANTONE® 7713 C RGB #65d45b C M Y K 58 0 86 0 PANTONE® 360 C RGB #e4efe9 C M Y K 10 1 8 0 PANTONE® 621 C 54% RGB #777777 C M Y K 54 46 46 11 PANTONE® Cool Gray 9 C RGB #3a3a3a C M Y K 69 62 61 52 PANTONE® 447 C RGB #ededed C M Y K 6 4 4 0 PANTONE® 427 C 40% RGB #5fb4b2 C M Y K 62 10 32 0 PANTONE® 7472 C RGB #61335b C M Y K 63 87 38 26 PANTONE® 7658 C RGB #525274 C M Y K 74 70 33 15 PANTONE® 5275 C RGB #f4d451 C M Y K 5 13 80 0 PANTONE® 128 C 20Totango Brand Identity Guidelines
  22. 22. ELEMENTS Merel Font Family Sans Serif Brand Font Family 21Totango Brand Identity Guidelines Merel is a modern geometric typeface with humanist attributes. Geometry and logic are at the heart of this 6 weight font family. Humanist touches give it a number of distinctive characteristics, as well as aid legibility. Despite being rational and function driven in its nature, Merel has a soft and gentle touch. It was designed to tackle both print and onscreen challenges of the modern environment. Details include reduced x-height, mild stroke contrast and vertically sheared terminals with cushioned finish across the typeface. Merel features a number of alternative characters, manually edited kerning and Opentype features. The family Merel was chosen for its light and friendly vibe yet not too round to keep an element of seriousness and reliability to the tone of voice. Merel comes in a variety of weights. Weights can be mixed in the same layout, but use the bold and black sparingly. Regular, light and thin are the corporate fonts that should be used in body copy and headlines most of the time. The rest of the type options should be used with purpose like medium, bold or black. Regular (headlines in large type) + regular(body in small). Never use bold in a large headline unless it is one or two words. Aa Bb Aa Bb Aa Bb Aa Bb Aa Bb Aa Bb Merel-Thin Merel-Light Merel-Regular Merel-Medium Merel-BlackMerel-Bold
  23. 23. ELEMENTS Type Hierarchy Lorem ipsum dolor sit amet, vel consul aliquam te. Usu tale inciderint ad, verear docendi suscipiantur mea cu. Dicit corrumpit adversarium qui an. Alii diam ponderum an cum. Doming expe- tendis mea ex, te nemore utroque qui. No unum error vel. num error vel. Ut mem. Similique conceptam cum id, usu suas commune mediocrem ei. Ad sea graece tibique electram, nam accumsan liber- Lorem ipsum dolor sit amet, vel consul aliquam te. Usu tale inciderint ad, verear docendi suscipiantur mea cu. Dicit corrumpit adversarium qui an. Alii diam ponderum an cum. Doming expetendis mea ex, te nemore utroque qui. No unum error vel. num error vel. Ut mem. Similique conceptam cum id, usu suas commune mediocrem ei. Ad Lorem ipsum dolor sit amet, vel consul aliquam te. Usu tale inciderint ad, verear docendi suscipiantur mea cu. Dicit corrumpit adversarium qui an. Alii diam ponderum an cum. Doming expe- tendis mea ex, te nemore utroque qui. No unum error vel. num error vel. Ut mem. Similique conceptam cum id, usu suas commune mediocrem ei. Ad sea graece tibique electram, nam accumsan liber- WHY CUSTOMER SUCCESS? In subscription businesses 80% of future revenue comes from your existing customers, which is why retaining customers is as important as acquiring them. In order to do that, you have to proactively invest in Pull quotes and headlines Headlines + subheadlines examples Nurture, Protect and grow your customer base. Grab hold of opportunity and scale your business while reducing churn, minimizing firefighting and filtering out noise. 1 Daily Use Lorem ipsum dolor sit amet, te pro tamquam nominavi corrumLorem ipsum dolor sit amet, te pro tamquam nominavi corrumpit, et voluptaria 2 Increase upsells Lorem ipsum dolor sit amet, te pro tamquam nominavi corrumLorem ipsum dolor sit amet, te pro tamquam nominavi corrumpit, et voluptaria 3 The Customer Success Intelligence System 4 22Totango Brand Identity Guidelines
  24. 24. ELEMENTS Graphic Devices 1 Call outs, headlines + subheadlines Nurture, Protect and grow your customer base. Grab hold of opportunity and scale your business while reducing churn, minimizing firefighting and filtering out noise. 1 Daily Use Lorem ipsum dolor sit amet, te pro tamquam nominavi corrumLorem ipsum dolor sit amet, te pro tamquam nominavi corrumpit, et voluptaria 2 Increase upsells Lorem ipsum dolor sit amet, te pro tamquam nominavi corrumLorem ipsum dolor sit 3 The Customer Success Intelligence System 4 Nurture, Protect and grow your customer base. 5 About Totango6 23Totango Brand Identity Guidelines The typographic vibe is a fine balance between friendly and serious. The type should never feel heavy or too colorful. Core brand colors are balanced between the texture of the typography. Some examples shown and can be used for the following purposes: 1. Headlines and subheadlines 2. Key benefit or calling to an action 3. Key product features 4. Pull quotes 5. Headline and ad statements near logo 6. Bold and simple title- less than 2 words
  25. 25. ELEMENTS Graphic Devices 2 Backgrounds 24Totango Brand Identity Guidelines Key backgrounds compliment the icon and text in the Totango logo. With exception to the full Totango Cyan-Green color which should only be used with type and icons in very specific cases, such as in creating a strong alert message or ad. White is the preferred background in most circumstances. When branding ads or landing pages use the Very Light Gray gradient to create an atmospheric environment. Sometimes a need to separate a white space from another white space to connotative a new section on a website or region Light Grayish Cyan - Lime Green should be used to achieve this. If it’s too strong scale the color back to 50% transparency. Light Grayish Cyan - Lime Green and Light Grayish Cyan - Lime Green @ 50% Very Light Gray and Very Light Gray @ 50% White and Very Light Gray @ 50% in a gradient Totango Dark Cyan-Green White
  26. 26. ELEMENTS Graphic Patterns Folder: Elements/Patterns 25Totango Brand Identity Guidelines Totango Dark Cyan-Green Light Greyish Cyan - Lime Green Light Grey Cool Dark Grey Deep Arctic Blue Dark Orchid Key graphic patterns compliment the circles in the Totango logo. The pattern is inspired by the movement and direction of growth. Together with the color treatments the visual effect is equally tech and organic. Graphic patterns shown can be applied as a background element in variety of formats such as UI, web, behind text paragraphs, and more. There is a light and dark version for each brand color. Make sure that any typography or icons placed on top are clearly visible without distraction.
  27. 27. ELEMENTS Iconography Examples Folder: Elements/Icons 26Totango Brand Identity Guidelines
  28. 28. ELEMENTS Iconography Folder: Elements/Icons 27Totango Brand Identity Guidelines
  29. 29. ELEMENTS Iconography rules 28Totango Brand Identity Guidelines Totango icons are main part of the Totango brand. We use line icons because they are elegant and friendly. The 6 degree angle brings a subconscious optimistic tilt which will bring a positive feeling to the brand identity. When we feel good we write with an upward slope. Totango’s brand feels so good, it goes up. The icons have tight connection to our logo and brand so please follow the rules when creating them. Our icons have: 1. 74 x 74 px size, 2 pt/px square frame rotated at 6° with 12 pt/px rounded edges and colored in Totango’s Dark Cy- an-Green on light backgrounds or white on dark backgrounds 2. mostly round edges 3. colors from Totango’s color palette 4. 6pt/px clear space between the icon and the frame Don’t forget to expand the lines to scale the icons properly. 6 px/pt 6 ° 2 px/pt 12 px/pt #61335b #26564d 2 px/pt @ Sqare size 74 x 74 px
  30. 30. ELEMENTS Branding Product Features Lockup Product icon Product description + key benefit pull in Emotional benefits and detailed description of how it works 29Totango Brand Identity Guidelines Branding product features is crucial in any new technology launch. It’s a direct response way to talk to your target audience in seconds. Product Features Guide · Features should be named and/or trademarked. · Only 3-5 features should be designed and “branded” on a page. · Features should be followed by a clear description and key benefits for the user giving them a reason to use. · Use line icons in branding and advertising · You can add more brand colors to the icon. When possible use the 3 circles module element from Totango logo to show increasing development. By individualizing and customizing the health score parameters for any customer profile, the client can set up the necessary signals to manage their customers’ engagement and success. ADAPTIVE HEALTH MODEL
  31. 31. ELEMENTS Branding Product Features Totango Product Features Examples Folder: Elements/ Branding Product Features 30Totango Brand Identity Guidelines By individualizing and customizing the health score parameters for any customer profile, the client can set up the necessary signals to manage their customers’ engagement and success. ADAPTIVE HEALTH MODEL The product tracks specific actions among customers. Client can create a customized set of alerts and active monitors for their customer portfolio that notify about customers that haven’t adopted a new feature, are falling behind in onboarding, or are becoming power users. ACTIVE MONITORING Client can create and define key metrics that track the ROI of their customers with client`s product in a matter of minutes. Client can track ROI in terms of improved revenue, increased productivity, and higher quality of outcomes. Client can incorporate these metrics into their customer health model, into executive reports and to drive automated nurturing campaigns. ROI METRICS
  32. 32. ELEMENTS Imagery Rules 31Totango Brand Identity Guidelines All photos shown in this section can be found at https://stock.adobe.com Find the photo in the folder on dropbox and search the site with the file name written and purchase the photo that way. Style • Real and clean • Try to find photos that have brand colors already within them, or Photoshop the photo to add brand color elements. Subject Matter • Connected to real life events • Show customers diversity • Positive and friendly with optimism
  33. 33. Imagery Suggestions 32Totango Brand Identity Guidelines ELEMENTS Examples Folder: Elements/ Imagery Suggestions
  34. 34. 33Totango Brand Identity Guidelines Imagery SuggestionsELEMENTS Examples Folder: Elements/ Imagery Suggestions
  35. 35. 34Totango Brand Identity Guidelines Imagery SuggestionsELEMENTS Examples Folder: Elements/ Imagery Suggestions
  36. 36. 35Totango Brand Identity Guidelines Imagery MisuseELEMENTS Examples Don’t use anything from “The Matrix”Don’t use perfume brands imagesDon’t use strangley photoshoped images Don’t use posed concept photos or over conceptual cliches Don’t use high saturated colors and don’t stretch photos Don’t use obviously staged images
  37. 37. 36Totango Brand Identity Guidelines Stationery
  38. 38. 1200 Park Pl #200, San Mateo, CA 94403 STATIONERY Stationery System WWW.TOTANGO.COM Guy Nirpaz | CEO & Founder 800.634.1990 guy@totango.com 1200 Park Pl #200 San Mateo, CA 94403 1200 Park Pl #200, San Mateo, CA 94403 WWW.TOTANGO.COM 800.634.1990 1200 Park Pl #200, San Mateo, CA 94403 37Totango Brand Identity Guidelines 1200 Park Pl #200, San Mateo, CA 94403 WWW.TOTANGO.COM WWW.TOTANGO.COM
  39. 39. STATIONERY Grid System 38Totango Brand Identity Guidelines Every stationery system begins with a solid grid. The grid is a guild to layout, type and image creating a consistent look across all marketing materials. You can make or break the grid, yet try to stick to it as much as possible. The print grid is different than the web grid in terms of usability yet the same principles still apply - to create design harmony, balance, symmetry, and hierarchy. TOTANGO INTEGRATES WITH YOUR BUSINESS Lorem ipsum dolor sit amet, eum ei dolorem vivendo, urbanitas reprimique te sea. Ad vidit illum audiam nam, ad audiam aperiri noluisse pro. Id cum impedit volutpat, per te fabellas iudicabit, dolor mediocrem posidonium sea ad. Nostro scripserit inciderint usu in, ne utamur habemus euripidis has. Qui graeci feugait an, at pri vivendo epicuri. Sea offendit appellantur at, eam an nihil recteque erroribus. Has quis concludaturque ei. Duo no autem prompta nonumes, ius ei facilisis Lorem ipsum dolor sit amet, eum ei dolorem vivendo, urbanitas reprimique te sea. Ad vidit illum audiam nam, ad audiam aperiri noluisse pro. Id cum impedit volutpat, per te fabellas iudicabit, dolor mediocrem posidonium sea ad. Nostro scripserit inciderint usu in, ne utamur habemus euripidis has. Qui graeci feugait an, at pri vivendo epicuri. Sea offendit appellantur at, eam an nihil recteque erroribus. Has quis concludaturque ei. Duo no autem prompta nonumes, ius ei facilisis Lorem ipsum dolor sit amet, eum ei dolorem vivendo, urbanitas reprimique te sea. Ad vidit illum audiam nam, ad audiam aperiri noluisse pro. Id cum impedit volutpat, per te fabellas iudicabit, dolor mediocrem posidonium sea ad. Nostro scripserit inciderint usu in, ne utamur habemus euripidis has. Qui graeci feugait an, at pri vivendo epicuri. Sea offendit appellantur at, eam an nihil recteque erroribus. Has quis concludaturque ei. Duo no autem prompta nonumes, ius ei facilisis Lorem ipsum dolor sit amet, eum ei dolorem vivendo, urbanitas reprimique te sea. Ad vidit illum audiam nam, ad audiam aperiri noluisse pro. Id cum impedit volutpat, per te fabellas iudicabit, dolor mediocrem posidonium sea ad. Nostro scripserit inciderint usu in, ne utamur habemus euripidis has. Qui graeci feugait an, at pri vivendo epicuri. Sea offendit appellantur at, eam an nihil recteque erroribus. Has quis concludaturque ei. Duo no autem prompta nonumes, ius ei facilisis maluisset, timeam vivendo volutpat ne pri. Est partem vidisse splendide ne. Et vix eripuit detraxit, mutat illud et his. Mei alii tollit no. Teassum aperiri sit, te vero scripserit persequeris eam. Sit mucius convenire ad, primis
  40. 40. Grid System 1 23 4 5 6 7 8 9 10 11 12 1 23 4 5 6 7 8 9 10 11 12 1 23 4 5 6 78 9 10 11 12 1 23 4 5 6 78 9 10 11 12 6 Column Grid Divided Grid Large Block Grid Grid Rows STATIONERY 39Totango Brand Identity Guidelines The grid can be divided into proportional regions in order to organize the page content. Our grid is dynamic allowing for open flexibility. See examples in use on the next pages.
  41. 41. STATIONERY Letter Size Grid 0.098" 0.3" 1" 0.3" 0.3" Image Margin Logo Region Text Margin Columns Gutters Folder: Stationery/Letter Size Grid 40Totango Brand Identity Guidelines Letter Size Grid In this grid, the gutter size and logo region will remain uniform across all page sizes. The grid is comprised of 12 columns across. The grid allows for more flexibility between US and European page sizes as well as help to create a consistent brand look. As a rule no other text graphics should enter the logo region unless there is a clear distinction between the logo space and the graphics. For example images can be placed on the top right in the logo region. Letter Size 8.5 x 11in Top Margin 1in Sides/Bottom 0.3in Columns 12 Gutters 0.098in
  42. 42. STATIONERY Grid Example Landscape TOTANGO INTEGRATES WITH YOUR BUSINESS Lorem ipsum dolor sit amet, eum ei dolorem vivendo, urbanitas reprimique te sea. Ad vidit illum audiam nam, ad audiam aperiri noluisse pro. Id cum impedit volutpat, per te fabellas iudicabit, dolor mediocrem posidonium sea ad. Nostro scripserit inciderint usu in, ne utamur habemus euripidis has. Qui graeci feugait an, at pri vivendo epicuri. Sea offendit appellantur at, eam an nihil recteque erroribus. Has quis concludaturque ei. Duo no autem prompta nonumes, ius ei facilisis maluisset, timeam vivendo volutpat ne pri. Est partem vidisse splendide ne. Et vix eripuit detraxit, mutat illud et his. Mei alii tollit no. Teassum aperiri sit, te vero scripserit persequeris eam. Lorem ipsum dolor sit amet, eum ei dolorem vivendo, urbanitas reprimique te sea. Ad vidit illum audiam nam, ad audiam aperiri noluisse pro. Id cum impedit volutpat, per te fabellas iudicabit, dolor mediocrem posidonium sea ad. Nostro scripserit inciderint usu in, ne utamur habemus euripidis has. Qui graeci feugait an, at pri vivendo epicuri. Sea offendit appellantur at, eam an nihil recteque erroribus. Has quis concludaturque ei. Duo no autem prompta nonumes, ius ei facilisis maluisset, timeam vivendo volutpat ne pri. Est partem vidisse splendide ne. Et vix eripuit detraxit, mutat illud et his. Mei alii tollit no. Teassum aperiri sit, te vero scripserit persequeris eam. Lorem ipsum dolor sit amet, eum ei dolorem vivendo, urbanitas reprimique te sea. Ad vidit illum audiam nam, ad audiam aperiri noluisse pro. Id cum impedit volutpat, per te fabellas iudicabit, dolor mediocrem posidonium sea ad. Nostro scripserit inciderint usu in, ne utamur habemus euripidis has. Qui graeci feugait an, at pri vivendo epicuri. Sea offendit appellantur at, eam an nihil recteque erroribus. Has quis concludaturque ei. Duo no autem prompta nonumes, ius ei facilisis maluisset, timeam vivendo volutpat ne pri. Est partem vidisse splendide ne. Et vix eripuit detraxit, mutat illud et his. Mei alii tollit no. Teassum aperiri sit, te vero scripserit persequeris eam. Lorem ipsum dolor sit amet, eum ei dolorem vivendo, urbanitas reprimique te sea. Ad vidit illum audiam nam, ad audiam aperiri noluisse pro. Id cum impedit volutpat, per te fabellas iudicabit, dolor mediocrem posidonium sea ad. Nostro scripserit inciderint usu in, ne utamur habemus euripidis has. Qui graeci feugait an, at pri vivendo epicuri. Sea offendit appellantur at, eam an nihil recteque erroribus. Has quis concludaturque ei. Duo no autem prompta nonumes, ius ei facilisis maluisset, timeam vivendo volutpat ne pri. Est partem vidisse splendide ne. Et vix eripuit detraxit, mutat illud et his. Mei alii tollit no. Teassum aperiri sit, te vero scripserit persequeris eam. Lorem ipsum dolor sit amet, eum ei dolorem vivendo, urbanitas reprimique te sea. Ad vidit illum audiam nam, ad audiam aperiri noluisse pro. Id cum impedit volutpat, per te fabellas iudicabit, dolor mediocrem posidonium sea ad. Nostro scripserit inciderint usu in, ne utamur habemus euripidis has. Qui graeci feugait an, at pri vivendo epicuri. Sea offendit appellantur at, eam an nihil recteque erroribus. Has quis concludaturque ei. Duo no autem prompta nonumes, ius ei facilisis maluisset, timeam vivendo volutpat ne pri. Est partem vidisse splendide ne. Et vix eripuit detraxit, mutat illud et his. Mei alii tollit no. Teassum aperiri sit, te vero scripserit persequeris eam. 41Totango Brand Identity Guidelines Grid Example Landscape Shown is a landscape gird. You can see how the text is divided into columns. All text and image align to the grid. Most importantly the logo remains a center piece on the page showing a strong brand presence.
  43. 43. A4 Size Grid 5mm 2.25mm5mm 5mm 2.25cm Logo Region Image Margin Text Margin Columns Gutters Folder: Stationery/A4 Size Grid STATIONERY 42Totango Brand Identity Guidelines A4 Size Grid In this grid the gutter size and logo region will remain uniform across all page sizes. The grid is comprised of 12 columns across. The grid allows for more flexibility between US and European page sizes as well as help to create a consistent brand look. As a rule no other text graphics should enter the logo region unless there is a clear distinction between the logo space and the graphics. For example, images can be placed on the top right in the logo region. A4 Size 21cm x 29.7cm Top Margin 2.25cm Sides and Bottom 5mm Columns 12 Gutters 2.25mm
  44. 44. Letter Size Letterhead Folder: Stationery/Letter Size Letterhead STATIONERY 43Totango Brand Identity Guidelines Letter Size Letterhead Format 8.5” x 11” US Letter Size Header logo WWW.TOTANGO.COM Merel-Regular/ 8 pt./Dark Cy- an-Green/ All Caps Letterhead Color(s) for Offset PMS 626 C (Totango Dark Cyan-Green) + PMS 339 C (Totango Cyan-Green) PMS 360 C (Totango Lime-Green) Letter Text Color(s) for Digital CMYK 83 45 65 35 (Totango Dark Cyan-Green) + CMYK 72 8 54 0 (Totango Cyan-Green) CMYK 58 0 86 0 (Totango Lime-Green) Logo Height 0.6428 ” in. Logo Width 1.8964 ” in. Paper Type Bright White 100lb+ Matte Paper
  45. 45. 8.5 x 11in. Formal Letter Folder: Stationery/Letter Size Formal Letter STATIONERY 44Totango Brand Identity Guidelines 8.5 x 11in. Formal Letter Format 8.5” x 11” US Letter Size Top Typography Date/To Merel - Regular 10.5 pt Letter Typography Merel - Light/10.5 pt. Bottom Typography Date/To Merel - Regular 10.5 pt +Company Name in Merel - Regular Match Brand Colors Letter Text Color RGB 58 58 58 0.3in 1in Logo Region 1.2in Space Below the Logo 0.098in 0.956in Margin 2 11 .956in Margin Letter Text Area February 1, 2013 Mr. Bill Gates CEO Microsoft Corporation One Microsoft Way Redmond, WA98052-6399 Dear Mr. Gates: Lorem ipsum dolor sit amet, te pro tamquam nominavi corrumpit, et voluptaria reprehenduVis quem facer laoreet cu. Cu eros rebum gloriatur vim. Ei nec viris graece discere, regione molestie sea ea. Eos ut dolor alienum. Legimus salutatus reformidans vis an. Id case voluptua prodesset eos, eum fabulas salutandi suscipiantur ut, ad eum fugit maluisset. sea ea. Eos ut dolor alienum. Legimus salutatus reformidans vis an. Id case voluptua prodesset eos, eum fabulas salutandi suscipiantur ut, ad eum fucipiantur ut, ad eum fucipianturut, ad eum fucipiantur ut, ad eum. Id case voluptua prodesset eos, eum fabulas salutandi suscipiantur ut, ad eum fugit maluisset interpretaris. Cum nibh fugit partem ea, eum ea impetus salutandi laboramus, libris aliquip quo at. Placerat appellantur ea eam, at soluta torquatos efficiendi usu. Ad sale cotidieque duo. Paulo tamquam interesset sit ei, mea eu augue deleniti expetendis, quas detracto periculis no vix. Ea nostro audiam vituperata his, ne nec animal lobortis pericula, porro deleniti persequeris id vis. Vix ponderum mandamus ea, splendide appellantur instructior sit in. Pri adhuc equidem ad, per et audire nostrum facilisis. Has ex paulo recusabo.An graece noster vix. Nec an dico interesset, vix ei regione laoreet expetenda. No sed suas graece mollis, delenit volumus in nec. His in error audiam fabellas, zril adipisci assueverit ea sed, eu propriae epicurei perpetua quo. Id postea expetenda his. Ut sit errem blandit urbanitas. Thank You, Guy Nirpaz CEO & Founder TOTANGO
  46. 46. Letterhead A4 Folder: Stationery/Letterhead A4 STATIONERY 45Totango Brand Identity Guidelines Letterhead A4 Format 21cm x 29.7cm A4 Header logo WWW.TOTANGO.COM Merel-Regular/ 8 pt./Dark Cy- an-Green/ All Caps Letterhead Color(s) for Offset PMS 626 C (Totango Dark Cyan-Green) + PMS 339 C (Totango Cyan-Green) PMS 360 C (Totango Lime-Green) Letter Text Color(s) for Digital CMYK 83 45 65 35 (Totango Dark Cyan-Green) + CMYK 72 8 54 0 (Totango Cyan-Green) CMYK 58 0 86 0 (Totango Lime-Green) Logo Height 48.168 mm Logo Width 16.328 mm Paper Type Bright White 100lb+ Matte Paper
  47. 47. A4 Formal Letter Folder: Stationery/A4 Formal Letter STATIONERY 46Totango Brand Identity Guidelines A4 Formal Letter Format 21cm x 29.7cm A4 Top Typography Date/To Merel - Regular 10.5 pt Letter Typography Merel - Light/10.5 pt. Bottom Typography Date/To Merel - Regular 10.5 pt +Company Name in Merel - Regular Match Brand Colors Letter Text Color RGB 58 58 58 5mm 5mm 2.25cm 3 cm Logo Space Below the Logo Region 2.25cm Margin 2.25cm Margin Letter Text Area February 1, 2013 Mr. Bill Gates CEO Microsoft Corporation One Microsoft Way Redmond, WA98052-6399 Dear Mr. Gates: Lorem ipsum dolor sit amet, te pro tamquam nominavi corrumpit, et voluptaria reprehenduVis quem facer laoreet cu. Cu eros rebum gloriatur vim. Ei nec viris graece discere, regione molestie sea ea. Eos ut dolor alienum. Legimus salutatus reformidans vis an. Id case voluptua prodesset eos, eum fabulas salutandi suscipiantur ut, ad eum fugit maluisset. sea ea. Eos ut dolor alienum. Legimus salutatus reformidans vis an. Id case voluptua prodesset eos, eum fabulas salutandi suscipiantur ut, ad eum fucipiantur ut, ad eum fucipianturut, ad eum fucipiantur ut, ad eum. Id case voluptua prodesset eos, eum fabulas salutandi suscipiantur ut, ad eum fugit maluisset interpretaris. Cum nibh fugit partem ea, eum ea impetus salutandi laboramus, libris aliquip quo at. Placerat appellantur ea eam, at soluta torquatos efficiendi usu. Ad sale cotidieque duo. Paulo tamquam interesset sit ei, mea eu augue deleniti expetendis, quas detracto periculis no vix. Ea nostro audiam vituperata his, ne nec animal lobortis pericula, porro deleniti persequeris id vis. Vix ponderum mandamus ea, splendide appellantur instructior sit in. Pri adhuc equidem ad, per et audire nostrum facilisis. Has ex paulo recusabo.An graece noster vix. Nec an dico interesset, vix ei regione laoreet expetenda. No sed suas graece mollis, delenit volumus in nec. His in error audiam fabellas, zril adipisci assueverit ea sed, eu propriae epicurei perpetua quo. Id postea expetenda his. Ut sit errem blandit urbanitas. Thank You, Guy Nirpaz CEO & Founder TOTANGO
  48. 48. Business Card WWW.TOTANGO.COM Guy Nirpaz | CEO & Founder 800.634.1990 guy@totango.com 1200 Park Pl #200 San Mateo, CA 94403 800.634.1990 Folder: Stationery/Business Cards STATIONERY WWW.TOTANGO.COM 47Totango Brand Identity Guidelines Business Card Format 3.5” x 2” Standard US Card Size (2-Sided) Alternates Front Typography Name Merel - Regular/ 9 pt. Title Merel - Regular/ 9 pt. Other Info Merel - Light/ 8 pt. . Back Typography Web site Merel - Regular/ 9 pt. All Caps Digital Printing Color(s) CMYK 83 45 65 35 (Totango Dark Cyan-Green) CMYK 72 8 54 0 (Totango Cyan-Green) CMYK 58 0 86 0 (Totango Lime-Green) CMYK 54 46 46 11 (Dark Cool Grey) CMYK 6 4 4 0(Very Light Grey) Logo Width 1.7477” in. Back Symbol Width 0.6547” in. Logo Height 1.2196” in. Height 0.7323” in Paper 350gsm Bright White, Coated Matte Card Stock
  49. 49. Note Card Folder: Stationery/Note Card STATIONERY 48Totango Brand Identity Guidelines WWW.TOTANGO.COM Note Card Format 5” x 7” (2-Sided) Alternates Back Typography Web site Merel - Regular / 8.87 pt. All Caps Digital Printing Color(s) CMYK 83 45 65 35 (Totango Dark Cyan-Green) CMYK 72 8 54 0 (Totango Cyan-Green) CMYK 58 0 86 0 (Totango Lime-Green) CMYK 54 46 46 11 (Dark Cool Grey) CMYK 6 4 4 0(Very Light Grey) Logo Width 2.3611” in. Logo Height 0.8004” in. Paper 350gsm Bright White, Uncoated Matte Card Stock WWW.TOTANGO.COM
  50. 50. Note Card EnvelopeSTATIONERY 49Totango Brand Identity Guidelines Note Card Envelope Format 5.25” x 7.25” (Inside Pattern) Alternates Typography Address Merel-Light 9.08 pt. Digital Printing Color(s) CMYK 83 45 65 35 (Totango Dark Cyan-Green) CMYK 72 8 54 0 (Totango Cyan-Green) CMYK 58 0 86 0 (Totango Lime-Green) CMYK 54 46 46 11 (Dark Cool Grey) CMYK 6 4 4 0(Very Light Grey)Logo Height .41152 in. Logo Width 1.9” in. Paper Bright White, Uncoated Matte Thickness TBD by printer 1200 Park Pl #200, San Mateo, CA 94403
  51. 51. Business EnvelopeSTATIONERY 50Totango Brand Identity Guidelines Business Envelope Format #10 Envelope 9.5” x 4.125” (Inside Pattern) Alternates Typography Address Merel-Light/ 9.08 pt. Digital Printing Color(s) CMYK 83 45 65 35 (Totango Dark Cyan-Green) CMYK 72 8 54 0 (Totango Cyan-Green) CMYK 58 0 86 0 (Totango Lime-Green) CMYK 54 46 46 11 (Dark Cool Grey) CMYK 6 4 4 0(Very Light Grey)Logo Height .41152 in. Logo Height .41152 in. Logo Width 1.9” in. Paper Bright White, Uncoated Matte Thickness TBD by printer 1200 Park Pl #200, San Mateo, CA 94403
  52. 52. Large EnvelopeSTATIONERY 51Totango Brand Identity Guidelines Large Envelope Format 12.5” x 9.5” (Back Pattern) Alternates Typography Address Merel-Light/ 12.03 pt. Digital Printing Color(s) CMYK 83 45 65 35 (Totango Dark Cyan-Green) CMYK 72 8 54 0 (Totango Cyan-Green) CMYK 58 0 86 0 (Totango Lime-Green) CMYK 54 46 46 11 (Dark Cool Grey) CMYK 6 4 4 0(Very Light Grey)Logo Height .41152 in. Logo Height 2.6125 in. Logo Width .5659” in. Paper Bright White, Uncoated Matte Thickness TBD by printer 1200 Park Pl #200, San Mateo, CA 94403
  53. 53. STATIONERY Folder Concept Folder Concept Format 12” x 9” (Inside Pattern) Alternates Depending on use, cover and back cover TBD. Paper Thickness TBD depending on design WWW.TOTANGO.COM 800.634.1990 1200 Park Pl #200, San Mateo, CA 94403 52Totango Brand Identity Guidelines
  54. 54. E-mail Format E-mail Format E-mail Text Typography Body Copy 10pt. San Serif such as Arial. Text Color change to grey (optional) Hex#777777 In the Following Order Name | Title Arial Bold 10pt. + Line Separator Web site Arial Bold 10pt. Hex# 26564d Phone(s)+Other Info Non Bold 10pt. Hex# 26564d Be sure to follow your business card format for item notations such as “P” for phone or “US” for a USA number. Followed by Logo Logo Width 110px Social Icons Optional, yet if you use the format, make sure each icon is programed with a link to your pages and is colored with Hex #ededed. Hi, This is what your email signature should look like. If you would like to add social icons please let us know. Many Thanks, Guy Nirpaz | CEO & Founder www.totango.com 800.634.1990 STATIONERY 53Totango Brand Identity Guidelines
  55. 55. STATIONERY PowerPoint Template PowerPoint Templates We have created several PowerPoint templates with different backgrounds and graphics for you to use. Please make sure all approved Totango fonts are installed prior to using the templates. Important If you are unsure if you will use the presentation on other non Totango computers please convert your PowerPoint document to a pdf in order to keep your design and layout intact and on brand. Folder: Stationery/Power Point Templates 54Totango Brand Identity Guidelines
  56. 56. Web
  57. 57. 56Totango Brand Identity Guidelines Website Examples WEB The website design for Totango should be very clean, simple and evoke a feeling of both peace of mind and happiness. Design elements balance between human photos and videos as well as pictorial icons and light pattern backgrounds and dark cyan - green sections for highlights. 6° angle is part of Totango Brand it’s related to persistent growth and forward movement. A less is more approach should be considered in terms of the user interface. The user should never have to work hard to be lead through the design and mes- sage of the site at every stage. Every element should refer to Totango logo in close or distant way. Pay close attention to implementing features, headlines and using photos. Buttons should always follow this design.
  58. 58. 57Totango Brand Identity Guidelines WebsiteWEB
  59. 59. 58Totango Brand Identity Guidelines WebsiteWEB
  60. 60. 59Totango Brand Identity Guidelines WebsiteWEB
  61. 61. 60Totango Brand Identity Guidelines Browser Favicon Safari and Chrome examples WEB We used a transparent background for our favicon icon. This way our logo looks natural and works in harmony with the background shape.
  62. 62. SWAG
  63. 63. 62Totango Brand Identity Guidelines T-ShirtsBRANDING | LOGO BRANDING
  64. 64. 63Totango Brand Identity Guidelines T-ShirtsBRANDING | LOGO BRANDING
  65. 65. i-Phone CasesBRANDING | LOGO BRANDING 64Totango Brand Identity Guidelines
  66. 66. Stationary BrandingBRANDING | LOGO BRANDING 65Totango Brand Identity Guidelines
  67. 67. Roll-Up BannerBRANDING | EVENT BRANDING 66Totango Brand Identity Guidelines
  68. 68. Id CardBRANDING | EVENT BRANDING 67Totango Brand Identity Guidelines
  69. 69. BRANDING Trade Show BoothBRANDING | EVENT BRANDING 68Totango Brand Identity Guidelines
  70. 70. Totango Brand Identity Guidelines Branding strategy and design by Hunter and Bard Have Questions? Email Us. shira@hunterandbard.com

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