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NETSCOUT Brand Standards Guide2
Hello Guardians.
Welcome to The New NETSCOUTIn the connected world, there is no off. That’s why we’ve refreshed our look and our feel. This new era of NETSCOUT influences everything from our logo to our language—and we want you to join us on our journey.
We’re all guardians of the connected world—we’re in this together. The following document provides guidelines to the new face and voice of NETSCOUT.
Get ready to be a Guardian.
Updated October 24th, 2016
NETSCOUT Brand Standards Guide3
Table Of Contents
1. INTRODUCTION 4
1.1 Brand Essence
1.2 Manifesto
2. BRAND MESSAGING 6
2.1 Guardians of the Connected World
2.2 There Is No Off
2.3 Tone of Voice
3. BRAND IDENTITY 10
3.1 NETSCOUT Brand Logo
3.2 NETSCOUT Brand Icon
3.3 Logo, Clear Space and Size
3.4 Usage
3.5 Color
3.6 Typography
3.7 Photography
4. IN-SITU 22
4.1 Landscape Samples
5. CONTACT
Updated October 24th, 2016
NETSCOUT Brand Standards Guide4
Keywords of the New NETSCOUT: A Brand Essence
Empowered, vigilant, understandable, eye-level, helpful, intuitive, knowledgeable, approachable, human, modern, cutting edge
1.1 Brand Essence
Updated October 24th, 2016
NETSCOUT Brand Standards Guide5
The Guardian’s CredoThe connected world hinges on the flow of information.Any impediments to that flow are our enemy.We help organizations fire on all cylinders. And propel their progress.The world is evolving at warp speed every day, with dizzying complexity.Inboxes, apps, networks, servers and more are forever in flux.They have the power to paralyze.And yet everything is expected to run smoothly.Businesses today need more than just a solution.They need an ally that empowers action and has got them covered.So we remain vigilant, now more than ever. Strength and safety are in our blood.And bits and bytes are in our lexicon.We keep systems running.And put out fires before they start.Getting ahead today means solving tomorrow’s problems.It means being able to anticipate change. And put a plan in action. The deep intelligence carried in data traffic is our guiding force.It sheds light on where you’ve been—and where you can go.Insights accrue every day with torrents of information.Now, it’s about turning those insights into untapped opportunities. Surviving isn’t enough. We want customers and partners to thrive.And we’ll give them the primal tools they need to succeed.This is our instinct. This is what drives us.We’re on a quest to simplify the complex and clarify confusion.Let’s set our sights on a new digital age…The connected age. NETSCOUTGuardians of the Connected World
1.2 Manifesto
Updated October 24th, 2016
Updated October 24th, 2016NETSCOUT Brand Standards Guide7
Brand: GUARDIANS OF THE CONNECTED WORLDThis new tagline is at the core of our new identity. It’s inclusionary—we are all guardians,
tasked with keeping connections of all types continuous and unimpeded. The line is
empowering and encompassing, much like our impactful and diverse range of products.
Finally, it extends into the social space: there is a LinkedIn group
entitled the “Guardians Guild.”
2.1 Brand Messaging
Updated October 24th, 2016NETSCOUT Brand Standards Guide8
2.2 Brand Messaging
Campaign: THERE IS NO OFF To come out of the gate with a strong message, this is the line that anchors our first
campaign as the new NETSCOUT. We live in a world that’s always on. As Guardians, this
campaign theme is a line in the sand that declares that we’ll fight to make sure connections
continue. We solve problems before they become problematic—we’re Guardians, and we
keep the connected world going—because it can never be allowed to go off.
Updated October 24th, 2016NETSCOUT Brand Standards Guide9
How We Speak: The New NETSCOUT Voice
For a tech company that traffics in the complex, it’s especially important to come across as understandable, approachable, and human. Communicating at eye-level—talking with consumers, not at them—will go a long way as we seek to continue scaling. To strike a chord with people, you first need to be understood.
While speaking in layman’s terms is a start, it goes beyond that.
Here are some principles to help guide our language moving forward:
Writing Principles
• Use 1st person plural whenever talking about the brand and its offerings. For example, “we” or “our” is always preferable to “NETSCOUT.” We’ll shy away from talking about ourselves at a distance.
• Similarly, to connect with our audience, use the 2nd person “your” instead of “customers.” For example, our products can help “your business”—not the “business of our customers,” which is more removed and detached.
• Break up long sentences whenever possible. In an effort to convey a user-friendly and understandable voice, writing in short, punchy sentences is far preferable to long, complicated messages.
• When written “NETSCOUT” should appear capitalized. If the full name is required it should read “NETSCOUT SYSTEMS, INC.” Legal and Investor Relation zones will not be able to follow this standard in all cases for legal reasons.
Philosophical Approach
• We need to ensure—through a focus on using 1st person POV—that we do everything we can to humanize NETSCOUT. This shift in perspective will make us feel more inviting and approachable so we can connect with more people.
• In general, make content more digestible. This means writing in a way that’s visually scannable, not too dense, and easy to read. We never want to overwhelm and always for simplicity and clarity.
2.3 Brand Messaging - Brand Language
Updated October 24th, 2016NETSCOUT Brand Standards Guide11
3.1 Brand Identity - NETSCOUT Brand Logo
NETSCOUT Brand LogoIt was a long and beautiful journey to get here. Everyone’s excited. So much to love in such a concise little picture. But like every newborn, it is totally defenseless. If you don’t protect it, it’ll grow up spoiled and totally disappoint you. This quick reference guide is meant to keep you from making those early mistakes that create unhappy, neurotic logos.
Questions? Call your Creative Director, Steven Morgan at 1-978-614-4117 or email [email protected]. Sometimes things take more explaining; other times a new logo asset must be created. We’re happy to do either.
PRIMARY LOGO W/ LOCKUP
PRIMARY LOGO
BRAND ICON
SOURCE FILES AS SHOWN:
NS_LOGO_COL_POS.EPSNS_LOGO_TAG_COL_POS.EPSNS_ORB_COL_POS.EPS
Updated October 24th, 2016NETSCOUT Brand Standards Guide12
3.1 Brand Identity - NETSCOUT Brand Logo (continued)
SOURCE FILES AS SHOWN:
NS_LOGO_BW_POS.EPSNS_LOGO_BW_NEG.EPSNS_LOGO_TAG_BW_POS.EPSNS_LOGO_TAG_BW_NEG.EPS
NETSCOUT Brand Logo
Single Color Usage
Depending on the usage, and the background color and texture, the NETSCOUT logo can be used in two different single color versions:
Black (positive) version: For use on a white or light background
White (negative) version: For use on a black or dark background
Updated October 24th, 2016NETSCOUT Brand Standards Guide13
3.2 Brand Identity - NETSCOUT Brand Icon
SOURCE FILES AS SHOWN:
NS_ORB_BW_POS.EPSNS_ORB_BW_NEG.EPSNS_ORB_375C_POS.EPS
NETSCOUT Brand Icon
Single Color Orb
An alternative version of the Orb is available for single color use. It can be displayed in three different versions: Black (positive) version: For use on a white or light background White (negative) version: For use on a black or dark background
Green (positive) version: Pantone 375C, for use on a white or light background
Updated October 24th, 2016NETSCOUT Brand Standards Guide14
Logo Clear Space & Size
Clear space
Clear space requirements are provided to preserve the integrity of the NETSCOUT logo. Clear space is the area immediately surrounding the logo. This area must remain clear of elements that might compromise logo legibility. No graphics, type, photography or illustrations should violate the clear space.
The ‘continuum’ of the wordmark provides the basic measurement of the proportional system that determines the clear space.
Minimum Size
To make sure it’s legible, the logo must be used in printed and electronic media at a height no smaller than 0.25 inches or 24 pixels.
3.3 Brand Identity - Logo, Clear Space and Size
0.25" or 24 Pixels
CLEAR SPACE
MINIMUM SIZE W/ LOCK UP
0.75" or 72 Pixels
MINIMUM SIZE
Updated October 24th, 2016NETSCOUT Brand Standards Guide15
Unacceptable Logo Usage
The NETSCOUT logo is an original design. The logo must not be altered, redrawn or modified in any way. Use only authorized logo artwork.
The following examples show a few practices to avoid when implementing the logo.
Here are a few no-no’s to get used to:
1. Do not change the color.
2. Do not stretch it any which way.
3. Do not alter even a tiny portion of it.
4. Do not crowd the logo with bells & whistles.
5. Do not apply a visual effect.
6. Do not place the logo on a complex, textured or patterned background that makes it tough to see.
3.4 Brand Identity - Usage
Headline text
Graphic
3
5 6
21
4
Updated October 24th, 2016NETSCOUT Brand Standards Guide16
Color Palette (Updated)
Color can be tricky. These guidelines will help you understand which logo asset to use and when.
Use the PMS logo assets whenever possible because they look great. More often though, you’ll be using a CMYK, RGB or WEB (HEX) asset. When printing on paper use the CMYK logo assets. For screen display use RGB or WEB (HEX).
By the way, if you’re printing this page in-house, beware: color accuracy can vary greatly from printer to printer (just as it does from screen to screen). Don’t make any big color decisions based on a potentially unfaithful color printout.
Don’t be shy. Call your Creative Director, Steven Morgan at 1-978-614-4117 or email [email protected] for guidance if this seems like incomprehensibletechno-babble.
3.5 Brand Identity - Color
NETSCOUT Identity Standards15
Color Palette Color can be tricky. These guidelines will help you understand which logo asset to use and when.
Use the PMS logo assets whenever possible because they look great. More often though, you’ll be using a CMYK, RGB or WEB (HEX) asset. When printing on paper use the CMYK logo assets. For screen display use RGB or WEB (HEX).
By the way, if you’re printing this page in-house, beware: color accuracy can vary greatly from printer to printer (just as it does from screen to screen). Don’t make any big color decisions based on a potentially unfaithful color printout.
Don’t be shy. Call your Creative Director, Steven Morgan at 1-978-614-4117 or email [email protected] for guidance if this seems like incomprehensibletechno-babble.
3.4 Brand - Color
Colour wheel. The colour wheel demonstrates the full spectrum of the NETSCOUT pallete.
Updated August 28th, 2015
Updated October 24th, 2016NETSCOUT Brand Standards Guide17 NETSCOUT Identity Standards15
Color assets Primaries
3.4 Brand - Color
These are the dominant colours. Can be used as solid blocks, but not advised to be used as full page backgrounds. Can be used for limited paragraphs of text.
100% tint
Pantone ref
CMYK splitPrint
Web (HEX)
RGB splitScreen
Pantone 576 C
5459474
12015774
� #789D4A
Pantone 5415 C
56241134
91127149
� #5B7F95
Pantone 682 C
2486428
15372120
� #994878
Pantone 178 C
076540
2558989
� #D13239
Pantone 5807 C
113253
208209171
� #DOD1AB
Pantone Cool Grey 11 C
44342277
838690
� #53565A
Updated August 28th, 2015
Pantone 375 C
450900
1512150
� #97D700
Color assets
3.5 Brand Identity - Color (continued)
PrimariesThese are the dominant colours. Can be used as solid blocks, but not advised to be used as full page backgrounds. Can be used for limited paragraphs of text.
Updated October 24th, 2016NETSCOUT Brand Standards Guide18
Color assets
3.5 Brand Identity - Color (continued)
Secondaries
NETSCOUT Identity Standards15
Color assets SecondariesHighlights. These are to be used sparingly. Not to be used in solid blocks or full paragraphs of text.
3.4 Brand - Color
100% tint
Pantone ref
CMYK splitPrint
Web (HEX)
RGB splitScreen
Pantone 310 C
570140
103207227
� #67CFE3
Pantone 7688 C
712860
69151203
� #4597CB
Pantone 674 C
197820
20585153
� #CD5599
Pantone 144 C
0541000
2431390
� #F38B00
Pantone 459 C
1614711
22420598
� #E0CD62
Pantone Cool Grey 5 C
3225265
179178177
� #B3B2B1
Darker tones. To be used for full background coverage or to add definition.
100% tint
Pantone ref
CMYK splitPrint
Web (HEX)
RGB splitScreen
Pantone 554 C
84387737
349064
� #225A40
Pantone 7715 C
97344830
096104
� #006068
Pantone 534 C
99823527
315394
� #1F355E
Pantone 7658 C
59863125
1095194
� #6D335E
Pantone 201 C
24977020
1643153
� #A41F35
Pantone 5783 C
3923536
165169131
� #A5A983
Pantone Black 6 C
92765678
172432
� #111820
Updated August 28th, 2015
Pantone 320 C
1000380
0153168
� #0099A8
NETSCOUT Brand Standards Guide19
3.6 Brand Identity - Typography
Typography
Primary Corporate Font
The Open Sans font family is the primary corporate font used for printed and online company communications such as the website, collateral, the business system, advertisements, and products.
Note All body copy should be 100% black. Headlines, subheads and pull out copy can use other colours from our palette.
Note For shared documents and digital communications when you cannot be certain others will have access to Open Sans, please see page 20.
Open Sans Family
Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
SemiBold IT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Bold IT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Extra Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Extra IT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Updated October 24th, 2016
Updated October 24th, 2016NETSCOUT Brand Standards Guide20
Typography
Secondary Corporate Font
The Arial font family is the secondary corporate font and is available to everyone. It should be used for digital communications that cannot depend on the recipient having Open Sans installed. This includes email signatures, and when preparing standard documents, for example Microsoft Word and PowerPoint presentations.
Note For printed and online company communications, please see page 19.
Arial Family
REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
BOLD ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
BLACK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
3.6 Brand Identity - Typography
NETSCOUT Brand Standards Guide21
Photography StyleThe new face of NETSCOUT needs a consistent aesthetic to help set the overarching tone.
Visuals are just as important as language—they’re a further extension of our voice. They should telegraph and amplify a unified message. Photography is one more way to tell our story in an intuitive, vivid way.
The photos should juxtapose a soft fluidity with a harder, more industrial flavor. This blend speaks to the dynamic nature of our offerings.
Here are 3 tenets that inform all visuals:
Clean & Modern The visuals should convey a fresh and un-posed feeling. Avoid generic stock imagery in favor of a more natural, candid and dynamic look.
Suggest Connections Whether it’s a system of highway overpasses, a city ablaze at night, or a myriad of other examples, the visuals should help reinforce that we’re guardians of the connected world. Interconnectedness is key.
Future Facing Without resorting to gimmickry, visuals should reinforce that we’re an innovative, cutting edge brand that is pushing boundaries of what’s possible.
3.7 Brand Identity - Photography
DUO TONE BW COLOR
COLOR TREATMENTS
Updated October 24th, 2016NETSCOUT Brand Standards Guide23
Marketing Samples
4.1 Visual Landscape
NETSCOUT’S 14TH ANNUAL
TECHNOLOGY & USER SUMMIT— April 13th – 17th, 2015
310 LITTLETON ROAD, WESTFORD, MA 01886-4105WWW.NETSCOUT.COM
THANK YOU
For more questions and information on the proper use of the NETSCOUT identity, please contact:
STEVEN MORGANCREATIVE DIRECTOR
1 978 614 4117 D1 978 606 9401 M
BRAND STANDARDS GUIDE Updated October 24th, 2016