DetailedBRAND GUIDELINES

Brand Essence

Who we are?

OpenSymmetry is a trusted leader and global advisor that delivers Sales, HR and Finance solutions that drive accelerated business performance. With a leading success rate across more than 20 industries, you can count on OpenSymmetry to deliver the comprehensive solutions you need for a proven path to rapid results -- from Strategy-to-Success.

6 | OS BRAND ESSENCE

SIMPLICITY

FUTURE STATE

DEPTH OF MEANING

HUMAN

The imagery, visual marks, and copywritingall seek to put clients and prospects in transformational mode, connecting OSwith that future state.

The new OS visually communicatesthe sense of ease and simplicity that clients can expect when dealing with

As a client of OS, the value does not stop theday you sign the dotted line. We work with youto develop, mature, and realize that value untilit is fully brought through to fruition. The OS brand essence seeks to communicate this subliminally and visually.

With OpenSymmetry, we understand that the true successful outcome is defined not only professionally but personally. We seek to connectwith our clients on both levels, and convey thatdepth of understanding, and the assurance that we have the quality and product to deliver thosereal results.

any of our employees from pre-sales, during implementation, to post go-live. Any touch point you have as an OS client will be consistent.

OurLogotype

Making a markOur new logo maintains a balance of familiarityand trust, while representing the next evolution

of the brand. This assures clients of the OS family continue to experience the high touch, while communicating that this is the next level of OpenSymmetry.

For a light background, this logo is our primary logo. The orange is exciting and entrepreneurial, designed to put the viewer

in transformational mode. The orange is also proven scientifically to be the most engaging and effective color for executing a

call to action.

On a dark background, this is our primary logo. Try to avoid purely black backgrounds or purely black fonts, but rather a

lighter shade of black. This is a practice that Apple does, where the mind does not immediately register the lighter shade, but

associates a higher premium with something more visually appealing.

a

b

OS LOGOTYPE | 9

PRIMARY LOGOOur new logo is a slightly more modern, contemporary,

and elegant construction than previous generations. The

lines are thinner and smoother, and strives to provide a visual

balance.

Like OpenSymmetry’s services, the beauty of the design is in

the details you don’t see, but are by virtue of OS providing

value. More explicitly, with OS you get more than just a

system implementor. You get a genuine consultant and

advisor. We don’t have to say this to show the depth in our

consultants.

In the new OS, quality is highly valued and the results,

delivered. The client chooses OS to be the experts and

trusted advisors to make them successful.

Spacing In our brand repositories, you will find premade constructions

of our new logo with proper spacing and coloring, so you

don’t have to worry about it. For any custom requests,

please email the marketing department at os_marketing@

opensymmetry.com

Trust Your Visual GutRemember, you are the first touchpoint for the client to the

OS brand, and the last line of review. Your subconscious

will actually tell you a lot about whether the design fits, or

whether something feels a little off. Trust your gut, and if you

don’t know, call in for help. The important thing is to immerse

yourself in the new materials and familiarize yourself with the

standards so that this intuition becomes automatic.

x

x/9

9/10y

x/3

y

x

9/10x 9/10x

9/10x9/10x

It is important to leave a sufficient buffer around the logo so that its

prominence and visual premium is preserved.

VARIANTS & EVOLUTION

Purple & Black Logo

You can use the same variation of this classic logo on a

dark background by switching the ‘OpenSymmetry’ and ‘to

success’ to white.

Orange OS

Have fun and switch around the colors. As long as you don’t

mix purple and orange together, you are free to let your

creativity go!

The OS

Clean, simple, and straightforward. Use this version on

secondary pages of a document with a dark background, or

as your relationship evolves with the client.

Purple OS

Here is a version of the OS with our classic Purple. Go team

Purple!

Below are a selection of alternative options for logos. These can be used to keep the look fresh, but also

to remain consistent with our overall brand positioning. However, the 1st view / touch point should always

start with OpenSymmetry spelled out before you move to the shortened versions. The other important

thing to keep in mind is our objective to evolve the client relationship as they mature through the lifecycle

(ie. moving from ‘OpenSymmetry in initial touchpoints, to ‘OS’ in later communications and collateral).

10 | OS LOGOTYPE

from strategy to success.

INCORRECT USAGEThe following are examples of a few incorrect usages of our logo standards. Stay away from these!

When in doubt...Ask! Send a request to OS_Marketing@opensymmetry.com and we will update, review or

modify anything that needs to be done before it goes out in a non approved standard format.

11 | OS LOGOTYPE

Mixing & Tagline

ALWAYS include our tagline when using the full logo.

NEVER mix colors.

Mixing & Tagline

Again, stick to one color when using the logo.

When using the ‘OS’ you do not need to include the tagline.

Backgrounds

Avoid color backgrounds whenever possible. It can be

appropriate when co-marketing with a partner,

but use your best judgment.

from strategy to success.

Drop Shadows

So 2007.

Only to be used in dynamic--not static--presentations.

OUR LOGOTYPE | 12

BRAND MARKS

MARKS MESSAGING

Finger Frame

The symbol of transformational mode. Much like a

director framing out the perfect shot, OS works with

our clients to create solutions that make their vision

manifest.

The ‘O’

Transparent, and always for you, the ‘O’ symbolizes OS’

commitment to put client’s needs first and be their

trusted advocate.

Important: Make sure not to ever have the ‘O’ fully on

the screen. This helps us remain distinct from other O’s

like Oprah or Overstock.com, and doesn’t confuse the ‘O’

with a true logo.

The Advantage

This mark explicitly connects the message to the

advantage that the client can expect. This mark can

also be used in a one-line format, and per the other

color uses.

Picture that.

Used in conjunction with the finger frame to make

its meaning clearer, ‘picture that’ becomes an

explicit statement that communicates to the client

that we can make their vision a reality.

These are a collection of brand marks that are meant to complement our new key messages, and to create

a more comprehensive, and powerful, brand experience.

picture that.

Color Palette

Corporate tonesWarm, friendly, exciting, and inviting. The colors of OS are meant to surprise,

stand out from the status quo, and to give a modern and contemporary look to

the classical palette our clients have come to know.

BRAND COLORS

SECONDARY/PARTNER COLORS

14 | COLOR PALETTE

PRIMARY COLORS

Use these sparingly, but from time to time we will want to use variations of our partners’ palettes (ie. IBM,

Callidus, Xactly, etc). to better align OS with their brand based on the project.

Some examples. As always, if you are unsure, feel free to contact the Marketing Team.

HEX #f16321

CMYK 1 75 100 0

RGB 241 99 32

HEX # 542458

CMYK 72 96 34 47

RGB 84 36 88

HEX #ffffff

CMYK 0 0 0 0

RGB 255 255 255

Typeface

Bold. Fresh. Premium.Steve Jobs was obsessed with typography. He know that when there is great

typography you can command a greater price for your product due to the

aesthetic premium created by the increased perceived value from the simple

lines, curves, and spacing from letters. The new OS has the same approach.

PRIMARY

SECONDERY

Avenir is a geometric sans-serif typeface

designed by Adrian Frutiger in 1988

and released by Linotype GmbH, now a

subsidiary of Monotype Corporation.

The word avenir is French for “future”.

The font takes inspiration from the early

geometric sans-serif typefaces Erbar

(1922), designed by Jakob Erbar, and

Futura (1927), designed by Paul Renner.

Frutiger intended Avenir to be a more

organic, humanist interpretation of these

highly geometric types. While similarities

can be seen with Futura, the two-story

lowercase a is more like Erbar, and

also recalls Frutiger’s earlier namesake

typeface, Frutiger.

Frutiger considers Avenir his

finest work. ‘The quality of the

draughtmanship – rather than the

intellectual idea behind it – is my

masterpiece. (...) It was the hardest

typeface I have worked on in my life.

Working on it, I always had human

nature in mind. And what’s crucial is

that I developed the typeface alone,

in peace and quiet – no drafting

assistants, no-one was there. My

personality is stamped upon it.

I’m proud that I was able to create

Avenir.’

Avenir Black

Avenir Roman

Avenir Book

Avenir Light

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

16 | TYPEFACE

TYPEFACE | 17

DIGITAL ALTERNATIVES

As much as we fight it, sometimes

the rest of the world will not

be able to keep up with our

innovative fonts, especially in the

digital world. Therefore, we have

these alternatives that you can

use for emails and other digital

communications to stay aligned

with the brand, while being able to

deliver your message consistently

across platforms.

This is an important option to take

into consideration when dealing

with partners and clients on a day to

day basis as well. Unless they have

an Avenir font package installed on

their own device, it is unlikely that it

will render correctly.

Best practice is to save

presentations and papers as PDFs

so that it will render out perfectly

for them, in a manner that is aligned

with our brand.

Also make sure to take advantage

of the PDF Preview feature of ‘Slide

Show mode’. It operates in the exact

same way as a PowerPoint, and will

remain consistent across all devices.

Arial Regular

Helvetica-Neue Light

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

TYPESETTING

Header:

Subheader:

Body:

Body highlight:

Header :

Header 3: 18 pt, 24 px

List: Left ident: 5mm

Avenir BlackAvenir Roman

AVENIR BOOKAvenir Light

Avenir Book Oblique

AVENICiuntum quo et officiendit exerior re id quasinverro doluptas doluptati

blatur sit.Habemus, nonvolti, nox me auterniu inem igno. Valinti quodiendeps,

consus poeroxVid et aut magnatqui autatint, et omnisquia voluptiis magnat id

maios ma velibus ciisquo dignam rae dollab iunt aut

AVENIR ROMAN: Ciuntum quo et officiendit exerior re id quasinverro

doluptas doluptati blatur sit.Habemus, nonvolti, nox me auterniu inem

igno. Valinti quodiendeps, consus poeroxVid et aut magnatqui autatint, et

omnisquia voluptiis magnat id maios ma velibus ciisquo dignam rae dollab

iunt aut

Ciuntum quo et officiendit exerior re id quasinverro doluptas doluptati blatur

sit.Habemus, nonvolti, nox me auterniu inem igno. Valinti quodiendeps,

consus poeroxVid et aut magnatqui autatint, et omnisquia voluptiis magnat id

maios ma velibus ciisquo dignam rae dollab iunt aut

• AVENIR LIGHT: officiendit exerior re id quasinverro doluptas doluptati

blatur sit.Habemus, nonvolti, nox me auterniu inem igno.

• Valinti quodiendeps, consus poerox

• Vid et aut magnatqui autatint, et omnisquia voluptiis magnat id maios ma

velibus ciisquo dignam rae dollab iunt aut

18 | TYPEFACE

ImageryExamples

More than a picture.No traditional stock photos. No slicked-back sleezy sales guys. No B.S.

Just substance and true connection.

24 | IMAGERY

IMAGERY | 25

PROFESSIONALPERSONALITYNO CLIP ART! Please utilize our approved Photo/

Image Library of over 250+ images. If you cannot find

one that works, please contact the marketing team

and we will make sure to get one turned back around

to you ASAP.

All of our imagery is meant to evoke an emotive

response; a connection and touchpoint of trust. A

picture says 1000 words, and a good picture can save

you from having to spend 20 minutes in a presentation

communicating the kind of trust OS affords its clients,

when it is just obvious from the get-go. Shorter

presentations, more concise copy, and clearer

messaging all result in the client getting the feeling

that OS gets it.

Mailing Address:

106 E. Sixth Street, Suite 900

Austin, Texas 78701 USA

Physical Address:

115 Wild Basin Road, Suite

301 & 301A

Austin, Texas 78746

tel +1 877 261 2667

fax +1 877 261 2669

HR fax +1 512 685 1377

os_info@opensymmetry.

com www.opensymmetry.