Issuu on Google+

Understanding our brand and visual identity How to apply the Sage brand and creative platform in all our markets Updated global design guidelines for internal and external communications Issue 2 October 2010


Introduction

Taking an identity and making it work across different markets is a challenge for any organisation. Local interpretations, cultural nuances, personal tastes can all impact on how the brand is seen by customers, partners and our own people. The brand provides a constant focus for our communications and everything we do, say and deliver should support it in delivering our vision – to be the most admired and respected software and services provider in the world.

The brand model has blossomed into a fabulous new creative direction for the Sage brand. It’s refreshing, modern, energised, vibrant and full of colour and excitement. Importantly, the new brand scheme is true to the positioning of ‘living breathing business’ and the essence of ‘extraordinary customer experience’. As the brand grows and becomes embedded across our organisation, we are seeing a far more sophisticated interpretation of the brand elements in a variety of different channels. These new guidelines have been developed to provide you with inspiration and guidance on how best to use the brand, stretching it creatively to suit your particular markets, yet not losing sight of the overall brand strategy and look and feel into which each individual piece must fit.

Paul Stobart Brand Project Lead

2

Updated Sage global design guidelines October 2010


Contents

1. Our brand

................................................................................................................................................................................

4

This section explains the inspirational thinking behind the brand and how we should use it to shape our communications 1.1 1.2 1.3 1.4 1.5 1.6 1.7

Our global brand.................................................................................................................................................................5 The essence of our brand.................................................................................................................................6 Our brand positioning................................................................................................................................................8 Our brand proposition..............................................................................................................................................9 Our key messages...........................................................................................................................................................10 Our brand personality................................................................................................................................................11 Reflecting our personality through our tone of voice.....................................12 Our guiding principles. ..............................................................................................................................................14

2. Getting the best from the visual identity

. ........................................

15

 his section shows the inspiration behind the visual identity T and how it can create stunning communications

2.1 The brand-led themes that drive our visual identity.........................................16 2.2 Getting the best from the visual identity.................................................................................17 Key considerations for our visual identity.............................................................................18 2.3 Working with photography..............................................................................................................................19 Photographic styles.......................................................................................................................................................20 Photography: Getting it right........................................................................................................................21 Photography: What to avoid........................................................................................................................22 2.4 Working with colour. .....................................................................................................................................................24 Colour specifications...................................................................................................................................................25 Colour: Getting it right...............................................................................................................................................26 Colour: What to avoid...............................................................................................................................................27 2.5 Working with the organic illustrations..........................................................................................28 Organic illustrations........................................................................................................................................................29 Organic illustrations: Getting it right................................................................................................31 Organic illustrations: What to avoid................................................................................................32

3

Updated Sage global design guidelines October 2010

2.6 2.7

Working with the individual shapes.................................................................................................33 Individual shapes: Getting it right........................................................................................................34 Individual shapes: What to avoid.........................................................................................................35 Working with type.............................................................................................................................................................36 Typefaces..........................................................................................................................................................................................37 Type: Getting it right......................................................................................................................................................38 Type: What to avoid. .....................................................................................................................................................39

3. Using and protecting the Sage logo

...............................................................

40

This section is about how to preserve our logo, as the most important element of our visual identity system, at all times 3.1 The Sage master logo: Clear space, minimum size and colour....................................................................................................................................41 The Sage master logo: Placement and using it with shapes........42 The Sage master logo: What to avoid.......................................................................................43 3.2 Products: With and without the Sage name.................................................................44 Products: The transition from stand alone brand to Sage.................45 Products: What to avoid......................................................................................................................................46 3.3 Acquisitions: Using the Sage master logo.........................................................................47 3.4 Services and apps: Using the Sage master logo.................................................48 3.5 Partners: Using the Sage master logo......................................................................................49 3.6 Events and conferences: Using the Sage logo or name .....................50 3.7 Initiatives and campaigns: Using the Sage master logo or name. .............................................................................................................................................................................51

4. Our brand team and resources

.....................................................................................

52

Introducing our brand resources and key contacts 4.1 Our brand team and resources..............................................................................................................53


1. Our brand We are redefining ourselves beyond the traditional software category and our brand is helping us achieve this. This section explains the inspirational thinking behind the brand and how we should use it to shape our communications.

4

Updated Sage global design guidelines October 2010


1.1

Our global brand

Every communication from Sage should support the global brand – it is at the heart of everything we do Our global brand is built on a number of elements that work in support of each other to help people understand who we are, what we stand for and what we’re in business to do. Each part has a specific function in helping us deliver an extraordinary customer experience. The brand model is a way of summing up in one place the different elements.

Essence: Our defining idea, a shorthand way of explaining what our brand is all about

Extraordinary customer experience

Essence Positioning Proposition Key Messages Personality Principles

1.2

Positioning: What makes us different. It’s what we want our clients to have in their minds every time they think of us

Living breathing business

1.3

Proposition: The value and benefit we bring to our customers

Helping customers to meet their objectives, be free to do business their way and realise their ambitions

1.4

Key messages: Those assets and features of our business that substantiate our claims

Richness and relevance of offer; Innovation that works; Accessible expertise; Quality of service and support; For the long-term; Power of Sage ecosystem

1.5

Personality: Tells people what we’re like to work with

Passionate, Personable, Insightful, Inspiring, Pragmatic, Authentic, Optimistic

1.6

Principles: The foundation of our model, they are what we value and what drives our culture

Simplicity, Agility, Innovation, Trust, Integrity

5

Updated Sage global design guidelines October 2010

1.7


1.2

The essence of our brand

Our essence is our defining idea, a shorthand way of explaining what our brand is all about

Essence Positioning Proposition Key Messages Personality Principles

Extraordinary customer experience is at the heart and soul of our brand – reflecting our unconditional commitment to the customer and it is the philosophy that drives everything we do. This is not an initiative or a programme but a state of mind. We believe that it’s about: Our essence

Extraordinary customer experience 6

Updated Sage global design guidelines October 2010

•d  oing the basics really well, but exceeding expectations when and where possible •c  reating a memorable experience for our customers that they feel compelled to share • delivering the occasional surprise • delivering with a personal touch wherever possible.

We believe that by being extraordinary we will set ourselves apart from our competitors and win in our markets.


1.2

The essence of our brand

Extraordinary customer experience, delivered through our people to help our customers achieve their ambitions

Our customers can defy standard classifications. They can be anyone, anywhere, doing almost anything.

7

Updated Sage global design guidelines October 2010

Essence Positioning Proposition Key Messages Personality Principles

Our aim is to give every one of our customers confidence in our products, our services, the way we do business and of course, our people. We must demonstrate our understanding of their needs and recognise the things they want to know at each stage of their individual journey with us. Seeing the world through their eyes helps us to connect with them, their businesses, their passions and their software requirements. It will help us get even closer to them. Ultimately this will help us to deliver an extraordinary customer experience.


Our brand positioning

1.3

Our positioning is what makes us different. It’s what we want our clients to have in their minds every time they think of us Our positioning describes the space Sage uniquely occupies in the market and it’s because of our positioning that we can deliver an extraordinary customer experience. Consequently, living breathing business is a broad, emotive idea, far removed from category norms. It focuses on the energy, momentum and humanistic qualities present in every business. It brings together the ideas we value and the benefit of what we at Sage uniquely do.

When we talk about living breathing business, we’re talking about how we help build and maintain business momentum for our customers. There are three ways to interpret this idea:

Writing living breathing business Living breathing business. This is how we write it when it starts a sentence, is a sentence in its own right or appears on its own as a title (without a full stop). If used within a sentence, then we write it as living breathing business (no caps, commas, inverted or otherwise!).

Our brand positioning

Essence Positioning Proposition Key Messages Personality Principles

We live and breathe business We understand business like no other competitor so we know how to get things done and anticipate the common problems that business people encounter, providing solutions to make their lives easier. We live and breathe our customers’ business We have the commitment and it shows! Our energy is in our passion for delivering an exceptional experience for customers. By providing the very best software, advice and services we make living breathing business a reality. We help to create living breathing businesses By recognising the ambition and energy that lies at the heart of every business, we make sure that we support the systems that keep the business moving as effortlessly as possible. Allowing our customers to reconnect with their vision gives them the opportunity to become the business they want to be.

Living breathing business 8

Sage Global brand guidelines 2010 Updated Sage global design guidelines October 2010


1.4

Our brand proposition

Our proposition is the value and benefit we bring to our customers

Essence Positioning Proposition Key Messages Personality Principles

Business is all about maintaining momentum and we understand this better than any of our competitors. Our difference is that we recognise that ambition drives a business, but that this ambition is often overwhelmed by the day-to-day practicalities of ‘doing business’.

By enhancing our approach we can make sure we remain in touch with our customers’ needs, and not just be there to keep the systems working at the pressure points. Our software and services become the living system within their business, helping them keep healthy and sustain their momentum.

Our customers don’t want to be constantly Through a broader, more holistic and worried about the systems and processes proactive offer of business support that are there to keep the business together. we can become a valued partner. They want a system which frees them up to focus on the areas that are rewarding to them.

Our proposition

Helping customers to meet their objectives, be free to do business their way and realise their ambitions 9

Sage Global brand guidelines 2010 Updated Sage global design guidelines October 2010


1.5

Our key messages

Our key messages are those assets and features of our business that substantiate our claims Richness and relevance of offer Sage’s strategy is founded on the belief that SMEs want business management software that is tailored to their unique local market requirements. We have built our success on being close to our customers, understanding and meeting their needs in their local markets. Therefore the majority of our products and services are developed locally by in-country experts, tested locally, sold locally and most importantly, supported locally. No other global player does this. Innovation that works Sage understands technology and understands SMEs. Consequently we judge technological innovations on whether they make it easier for our customers to manage their business processes, we are not interested in technology for technology’s sake. We generate new ways to apply technologies, but do not get seduced by them unless they have a clear customer benefit and so we have an open approach to technology, not tying ourselves to a single platform but developing solutions across a number of them and leveraging a range of delivery models to best meet customer needs.

10

Sage Global brand guidelines 2010 Updated Sage global design guidelines October 2010

We believe that the future is connected and collaborative and our connected business solution model enables customers to choose what delivery method suits them best. Accessible expertise We exist to support our customers in their endeavours by providing software and services to help them better manage the everyday tasks and processes that are the lifeblood of their business. Our people and their knowledge and expertise provide advice, solutions and answers and enable our customers to get the very best out of their Sage products so they can pursue their business ambitions. Quality of service and support Sage is a business whose founder was also its first customer. Today customers remain central to our thinking. We have an enduring affection and respect for the people who bring businesses to life. Over 40% of our people are in service, support or customer training related roles, such is our focus on delivering a quality service and support experience. Our service and support experience is constantly refined and improved as we listen to feedback and respond to customer needs.

Essence Positioning Proposition Key Messages Personality Principles

For the long-term Sage can support SMEs throughout their lifecycle. From small start-ups to global enterprises, we have the products and services to help customers throughout their business journey. We recognise that businesses need software suppliers in whom they can trust and with whom they can build real relationships for the long-term and we aim to be a long-term trusted partner to SMEs. Power of Sage ecosystem Whilst we stay close to the customer and operate locally, Sage customers benefit from being supported by a global brand of nearly 30 years’ standing and being part of a customer base over 6 million strong reaching across hundreds of countries. Over 40,000 accountants recommend Sage and we have over 27,000 business partners across the globe able to work with our customers to help them tailor and maximise the benefits of their Sage software. As we move to an ever more connected world the strength of this Sage ecosystem brings numerous customer benefits such as easy transfer of data, access to business expertise, electronic transaction management.


1.6

Our brand personality

Our personality tells people what we’re like to work with

Essence Positioning Proposition Key Messages Personality Principles

Our personality attributes reflect what we’re like to work with and should inform the overall tone (visual and verbal) of our communications. The combination of these attributes is what makes Sage who we are and describes what we’re like to work with.

We are pragmatic about the everyday reality of doing business. We use our authenticity and insight to proactively support our customers to ensure that their energy is focused on the things that really matter – the things that will bring their ambition to life.

We are inspired by and are passionate about business. We understand what it takes to succeed, share our customers’ optimism and support them to be what they would most like their businesses to be.

Our personable, expert people make the difference for our customers. Helping them to cut through the everyday business blockages, focusing resources, activity and energy on the things that matter to ensure that everything that happens works to support their business vision.

Our personality

passionate, personable, insightful, inspiring, pragmatic, authentic, optimistic 11

Sage Global brand guidelines 2010 Updated Sage global design guidelines October 2010


Reflecting our personality through our tone of voice

1.6

A consistent tone of voice allows us to express our brand personality and deliver our brand positioning with unique style Our writing sets the tone for the relationship we want to have with our customers. We want to build their understanding and confidence in what we can do and engage people with business in a new way. How we sound is just as important as how we look. We can have the best designed communications, but if our writing is confusing, boring or distant, it can undo all our good work.

A lot of our writing is straightforward and clear, which means we’re already halfway there. But what our tone of voice can add now is some personality that makes us immediately recognisable as Sage. It will also help to communicate our principles which will help build trust in our brand.

Essence Positioning Proposition Key Messages Personality Principles

We must continuously demonstrate our passion and experience in business. We must talk about things that we know are important and interesting to our audience. We must focus on the benefit to our customers of everything we do. We must be mindful of what type of information we provide and at what point in their journey with us our customers receive it.

We should sound

intelligent, straightforward, relevant, informed, friendly, aware, understanding, and always professional 12

Sage Global Updated Sage brand global guidelines design guidelines 2010 October 2010


1.6

Reflecting our personality through our tone of voice

Creating the right tone and content in our written communications helps us to deliver an extraordinary customer experience Understanding our customers’ real life experiences and how they connect with our business can ensure that we use the right level of detail at the right time. Being passionate about our customers’ businesses means we must talk about things we know are relevant and will help them in the realities of their day-to-day business.

Making sure our opinions are intelligent and exciting ensures that we can create positive connections and have meaningful conversations that last.

Essence Positioning Proposition Key Messages Personality Principles

When you write for Sage remember…

We are intelligent and use this to bring clarity to our explanations, making them easily understood and not overly technical. We are straightforward and relevant. We don’t waffle and we focus on the things that are important to customers. We have informed opinions but we’re not arrogant. We are experts in our field and communicate in an engaging manner without being condescending or assumptive. We are passionate, interested and innovative within a business context. We are focused and succinct without being dull. We are friendly, trustworthy and can show our understanding without being over familiar. We have professional relationships with our customers. We are culturally aware, both locally and globally which enables us to connect with our customers through meaningful and repeat conversations.

13

Updated Sage global design guidelines October 2010


Our guiding principles

1.7

Our guiding principles are the foundation of our model, they are what we value and what drives our culture

Essence Positioning Proposition Key Messages Personality Principles

Simplicity

Trust

Integrity

Innovation

Few people enjoy complexity and bureaucracy, least of all people who have their hands full in actually running a business, getting a job done or delivering their results. And isn’t it much more fun (and less stressful) to work in an organisation where things are clear, easy to understand and direct? Maintaining simplicity in a complex and challenging world can be hard, but we believe it’s vital to us in preserving one of the core strengths of our business.

If you are prepared to place the inner financial workings of your business, or the payroll system for your people, in someone else’s hands you need to believe that you can trust them fully to deliver. Our customers need to know and believe that we are on their side, that we are there to help them run a better business and that the advice we offer and the services we provide are in their best interests.

Keeping promises is vital in building trust and loyalty with our customers. Whether it’s as simple as telling someone you’ll do something and then doing it or providing reliable, quality products on time to the marketplace, integrity is central to maintaining our credibility.

We are always thinking about how we can improve the customer experience. This is not just in terms of product innovation. Every aspect of how we work can benefit from a healthy shot of creativity. We are open to new ideas and to exploring them constructively. Not every innovation will be right for us, in terms of timing, resource or practical application. However, our future success depends on the creativity of our individuals and teams and a willingness to keep thinking and acting on the possibilities for innovation in all that we do.

Our principles of Simplicity, Trust, Integrity, Innovation and Agility drive everything we do – how we think, how we plan, how we make decisions, and more. We believe these five words sum up the key attributes that will continue our success and best serve our customers.

14

Updated Sage global design guidelines October 2010

Agility People in business never seem to have enough time. When customers need our services we have to be ready and responsive, anticipating and interpreting their needs. We’ve all experienced slow, unresponsive customer service and the frustration that it creates. Likewise, a customer experience can be ruined by an inappropriate solution that’s not clearly thought through in a timely fashion. Through agility, we set ourselves apart, both as a company to do business with, and as a place in which to work.


2. Getting the best from the visual identity Our visual identity has been developed to bring our brand to life in a meaningful way that stands out from our competitors. This section shows the inspiration behind the visual identity and how it can create stunning communications.

15

Updated Sage global design guidelines October 2010


2.1

The brand-led themes that drive our visual identity

Seeing our software as the ‘living system’ within our customers’ businesses provided the inspiration for the visual identity Being able to respond effectively to a world of continuous change is critical for our customers’ growth and success. These words reflect the different ways we can talk about our software and services and help set us apart from the competition.

These themes, that underpin our brand and influence our visual identity, move us to new ground in a sector dominated by product oriented communications. Use these themes as inspiration when thinking about the visual identity.

A living system People Balance

Knowledge Interdependencies

Connected

Active Updated Sage global design guidelines October 2010

Flow Smooth

Energy 16

Momentum

Integrated

They provide us with a more humanistic, organic and innovative way to help people understand the benefits of our approach to business and our customers.

Progress

Seamless

Awareness Inspiration Combinations Support

Ecology Growth

Extend Working together


2.2

Getting the best from our visual identity

We’ve built a solid creative platform and the combination of the key visual elements can be used to inform and inspire our audiences the world over Taking the time to think about our visual identity and how it should work to support your communication and continue to tell the brand story won’t restrict creativity but will make it easier to determine which visual elements best suit your needs and how to apply them.

Different combinations of the visual elements, outlined below, mean we are capable of inspiring a rich diversity of compelling and persuasive work – from the straightforward to the lively – ensuring that our communications remain both fresh and appropriate.

When designing any Sage collateral it’s important to understand what ideas we’re trying to get across and which visual elements best help achieve this.

Explore the different sections below to see how to best use the visual elements of the identity and what to avoid.

Photography

pg 19

Colour

pg 24

Pantone 335 Pantone 579

Pantone 583

Pantone cool gray 11

Pantone 7464

Pantone 299

Pantone 287

17

Organic illustrations

Pantone 576

Pantone 3435

Pantone 7421

Pantone 1807

Updated Sage global design guidelines October 2010 Pantone 264

Pantone 7515

pg 28

Individual shapes

abc

pg 33

Type

pg 36

Logo

pg 40


Key considerations for our visual identity

2.2

When choosing your combinations from the key visual elements remember these points and you’ll be on brand, on message and creating great communications.

Less can be more

Visualise the themes

Create pace

The visual elements don’t need to be used in combination at all times. And they don’t always need to be the hero of the piece. Think of what’s being said and remember who it’s for. Does it make sense to use an illustration to support your message? Or would photography on its own work better? Or does the content speak for itself? Either way, using everything all the time doesn’t always add up to a clear piece of communication.

Use photography as well as illustration to communicate the brand-led themes and support the brand. Combinations work well, but think about the composition, how the illustration can fit with the image. Look for complimentary shapes and colours. Don’t be tempted to simply put the elements together for the sake of it – they won’t connect to the story.

The different visual elements – especially the illustrations – work harder when not on every printed page or screen. Using them sparingly to support the content will give them greater impact and interest. Likewise, changing the scale and frequency of photography will add elements of surprise and keep the reader involved.

Play with scale

Think about colour

It’s not just illustrations or photography that can be used big. Think of the shapes as being able to provide a background or space for the illustrations. Playing with scale provides a way to avoid everything looking the same.

It’s important that we use colour sensitively to maintain a consistent look to our communications. Our primary palette is made up of Sage greens, grey and white. These should be used on every application.

 onsistency without C repetition

White is an important part of our palette too. It creates the space for our communications to breathe and a canvas where our colours come to life. The secondary colours are grouped into tonal palettes and are used in conjunction with the Sage greens and grey.

18

Updated Sage global design guidelines October 2010

Consistency improves the chance of our customers taking note of what we’re saying but it’s important that consistency does not fall into visual repetition. The different elements can be used flexibly, with varying impact in scale, palette and positioning, so shouldn’t become dull.


Working with photography Photography allows us to express both our personality, as individuals and a business, and the day-to-day details of business reality like nothing else.

Reflecting real life and observations from the workplace shows our attention to detail and our understanding of the everyday realities of business – both our own and our customers’. It brings situations to life, denotes an exact audience where required and connects directly with people’s working lives. We should be using photography with care and thoughtfulness wherever we can to bring energy, warmth and that touch of reality to our brand.

19

Updated Sage global design guidelines October 2010

2.3


2.3

Photography styles We have a library of imagery to reflect our staff, our customers and the everyday businesses of both. We encourage that this photography is used where possible and, if new commissions are required, the guidelines carefully followed. Use the examples shown here as a reference when shooting or sourcing images. 1. Sage people (studio) Cut-out staff photography shows the individuality and character of our people – energetic, inspirational, focused, intelligent and friendly, but above all, natural. 2. Working life Reportage photography that captures different moments of our people going about their day-to-day business. Capturing interactions and motion in the office with a more candid approach. 3. Customer portraits* Portraits of our customers within their working environment are used to show the individuality and character of our customers and reflect the varied type of businesses they are in. 4. Business details* These observational shots add depth and interest by showing small, intriguing views of everyday business. Always set within a work environment, be that ours or our customers’, they relate to subjects connected to our business.

A library of this type of imagery is available and should be your primary source for photography. If, however, you have a specific requirement for a commissioned or stock image please consider the following principles and check with your country brand manager for approval.

2

3

4

When shooting and sourcing people imagery The overall style of photography must show: • natural light wherever possible • colour and warmth • depth of field for softness • simplicity • natural postures and expressions • happy and relaxed people • a sense of reality in believable settings Specifically for observational imagery • a graphic composition • interesting detail, pattern or observation

*These images can be sourced through stock image libraries or obtained through a commissioned customer or working life photography shoot. Be sure that the photographer understands the images you require so they can be planned into the shoot. Focus needs to be put on capturing interesting detail and observations.

20

1

Updated Sage global design guidelines October 2010


2.3

Photography: Getting it right We have a range of styles to bring our world and our customers’ world of work to life – and there are many ways they can collectively help us bring our brand to life. Reflect and celebrate our customers and their businesses

Reflect working life Capturing different moments in time and real people in business using a reportage style can help us define different business categories or tell a broader story about a customer or give a context for our products and services. They can be a mix of our customers or our own people doing what they do everyday.

Portraits show the individuality and character of our customers and should always show them in their working environment to provide a mix of business context and credibility.

Make business real and interesting

Showing personality, individuality and the friendly face of our business Photographing our staff shows our real character and the importance of people within our business. They project the correct image of Sage, a personal business with staff that our customers are happy to deal with.

21

Updated Sage global design guidelines October 2010

Add depth and interest by showing small, intriguing views of everyday things. They must have a business context, have been taken in or around business environments or relate to subjects connected to a business – helping define different business categories or tell a broader story about a customer or give a context for our products and services.


Photography: What to avoid

2.3

Some tips to keep our photography consistent. Be obvious When photographing customers in their own environment, let people know what they do. Put them in an recognisable location that reflects the nature of their business, not a neutral location. Use simple props if necessary.

Make sure your customers are credible If possible avoid stock photography to reflect our customers. They tend to stereotype professions and lack real business credibility. They won’t help us engage with our real customers either.

Reflect our natural personalities Portraits of our people are a great way to get the personality of our business across but avoid photographing people in contrived poses or in clothing that does not reflect a serious, professional working environment. Our people have a passion for business, we shouldn’t reflect any other personal passions or outside activities.

Avoid negativity Be careful not to reflect people in business as bored, unhappy or in difficulty. Our brand is about helping people achieve so avoid potential failure!

22

Updated Sage global design guidelines October 2010


2.3

Photography: What to avoid Some tips to keep our photography consistent. Be realistic Photography can translate business reality like nothing else, so avoid making it abstract, metaphorical and difficult to relate to at all times. Avoid manipulated imagery and unrealistic set-ups which inspire fake notions of business life.

Show how friendly we are Sage is a people business and should always translate a warm, friendly and approachable image. Avoid cold and unfriendly photographs or the use of black and white.

Avoid cut-out objects Always place objects that have relevance to the customer or our services in a business environment. Do not place cut-out objects within shapes or illustrations.

Be clear in what you show Avoid using imagery that abstracts what is going on in the picture. Our communications should be clear and confident, not difficult to understand.

23

Updated Sage global design guidelines October 2010


2.4

Working with colour The use and variety within tonal palettes allow us to bring elements of energy, vibrancy and sophistication to all our communications.

Pantone 579

and Fre sh

-B lu e

Pantone cool grey 11

Pantone 576

Pantone 7464

Pantone 3435

Pantone 7421

Natura l

Pantone 299

White

Pantone 287

Pantone 1807

Pantone 7515

le u rp -P

Pantone 7501

Pantone 7408

d an t h rig

Pantone 276

Pantone 144

Pantone 242

B

Pantone 674

Pantone 1795

-O

ran Vib

t

Pantone 526

ch

e ng ra Bright and Vibra nt -

Pi n k

White

Pantone Cool Grey 11

-G r

Ri

Sage greenness – 40% colour rule 40 per cent of any one piece of communication should use the core colours as shown here, resulting in Sage still retaining a strong immediate association with our brand greens.

Pantone 579

Updated Sage global design guidelines October 2010

Pantone 583

Pantone 264

Pantone 335

24

Pantone 335

an d

Choosing a secondary palette Our six tonal palettes work with the corporate palette to create different moods and variation in impact.

an dF re sh

W ar m

As a guide, our core colours should account for 40% of the colour used with Sage green (Pantone 335) the more dominant of the three.

al

Rich - Red

Using our core palette Sage is identified through our core colours and they should be quick to identify. Sage green is the most important, then Sage light green and finally Sage grey.

White space White is an important part of our palette and must be considered as part of your selection in every communication you produce. Our layouts should be clean, contemporary and fresh with good use of white space.

S

an d Warm

It’s important that we use colour sensitively to maintain a consistent look to our communications. Our core palette is made up of Sage greens, grey and white. These should be used on every application.

The tonal palettes are there to add energy and make our communications vibrant but make sure you stick with one palette per printed piece. This is important to maintain control, consistency and recognition across our material.

Nat ur

n ee

We’ve carefully selected a colour palette that splits into a corporate and six tonal palettes to give us maximum flexibility when creating communications for a wide variety of media and audiences across our global markets.

urs colo ore c e ag


2.4

Colour specifications Our varied palette requires both flexibility and control but with careful use always ensures great results.

1. Core Palette Please note: Core colour palette breakdowns are specific to Sage Pantone 335 C100 M0 Y65 K30 R0 G132 B105 # 007F64 Pantone 579 C17 M0 Y34 K3 R205 G230 B160 # C1D59F Pantone Cool Grey 11 C0 M2 Y0 K68 R77 G79 B83 # 4D4F53

2. Tonal Palettes All breakdowns shown are PANTONE® recommendations from the Pantone Colour Bridge/Coated Euro swatch book Please note: The colours shown throughout these guidelines have not been evaluated by Pantone, Inc for accuracy and may not match the PANTONE® Colour Standards. Consult current PANTONE® Publications for accurate colour. PANTONE® is the property of Pantone, Inc. The PANTONE MATCHING SYSTEM® is a worldwide printing, publishing and packaging colour or language for the selection, marketing and control of colour.

25

Natural and Fresh a. Green Pantone 583 C31 M1 Y100 K10 R168 G180 B0 # A8B400 Pantone 576 C59 M5 Y94 K26 R105 G146 B58 # 69923A Pantone 3435 C93 M24 Y85 K69 R2 G71 B49 # 024731 b. Blue Pantone 287 C100 M75 Y2 K17 R0 G51 B141 # 00338D Pantone 299 C86 M8 Y0 K0 R0 G161 B222 # 00A1DE Pantone 7464 C35 M0 Y14 K0 R160 G214 B210 # A0D6D2

d. O  range Pantone 7501 C6 M10 Y26 K2 R219 G206 B172 # DBCEAC

Core Palette Pantone 335

Pantone 7408 C0 M33 Y100 K0 R242 G175 B0 # F2AF00

Pantone 579

Pantone 144 C0 M58 Y100 K0 R233 G131 B0 # E98300

Pantone Cool Grey 11

Tonal Palettes

Bright and Vibrant

Natural and Fresh

Warm and Rich

Bright and Vibrant

Pantone Pantone 583 583

Pantone 7421

Pantone 1795

Pantone 674 C16 M82 Y0 K0 R197 G94 B155 # C55E9B

Pantone 576

Pantone 1807

Pantone 674

Pantone 242 C33 M100 Y9 R119 G32 B89 # 772059

Pantone 3435

Pantone 7515

Pantone 242

2

e. Pink Pantone 1795 C0 M96 Y90 K2 R205 G32 B44 # CD202C

K45

Warm and Rich c. Red

f. P  urple

Pantone 7421 C18 M100 Y42 K69 R94 G23 B45 # 5E172D

Pantone 276 C100 M100 Y10 K79 R32 G28 B62 # 201C3E

Pantone 1807 C11 M95 Y71 K33 R158 G48 B57 # 9E3039

Pantone 526 C80 M100 Y0 K0 R101 G45 B134 # 652D86

Pantone 7515 C5 M43 Y48 K11 R201 G146 B114 # C99272

Pantone 264 C26 M38 Y0 K0 R193 G175 B229 # C1AFE5

Updated Sage global design guidelines October 2010

1

a

c

e

Pantone 287

Pantone 7501

Pantone 276

Pantone 299

Pantone 7406

Pantone 526

Pantone 7464

Pantone 144

Pantone 264

b

d

f


2.4

Colour: Getting it right The use and variety within tonal palettes allows us to bring elements of energy, vibrancy and sophistication to all our communications.

Keep it corporate SOLUTIONS THAT PROVE THEIR VALUE FROM EXECUTIVE SUITE TO BALANCE SHEET. Customers. Finances. Staff. Payroll. All businesses have them, but what’s critical is the efficient,

PEOPLE AND PAYROLL MANAGEMENT SOLUTIONS

• Sage Abra HRMS

Sage human resource management and payroll systems help

• Sage Abra Payroll

businesses transform the HR discipline into a strategic business role. Solutions cover a wide range of HR processes including

profitable, and accurate management of each. With over 20 product lines and service offerings

recruitment, training, benefits administration, payroll, and performance

that are built to interoperate, Sage enables more efficient processing, more productive people, and

management. Plus, self-service tools deliver a wealth of information

the ability to gain real insight into the business.

and advice to employees on-demand.

FINANCIAL AND OPERATIONS MANAGEMENT SOLUTIONS

N FRO

T OFFIC

E

SAGE INTEGRATED SOLUTIONS

CK OFFICE BA

40% of any one piece of communication should use the greens from the core palette as shown here, Pantone 335 and Pantone 579. Using the green palette with the core palette will create a strong Sage ownership.

• Sage Accpac ERP

Our comprehensive range of financial applications includes everything

• Sage ERP X3

from simple accounting to robust enterprise resource planning (ERP)

• Sage MAS ERP

systems, supporting businesses ranging from startups to midsized

• Peachtree by Sage

enterprises. Sage financial solutions are recognized for ease of use,

• Simply Accounting by Sage

quick implementation, and built-in reporting that allows organizations

PAYMENT SOLUTIONS AND MERCHANT SERVICES

• Sage Payment Solutions

• ACT! by Sage

Customer relationship management (CRM) solutions from Sage help

• SageCRM

manage the entire customer lifecycle. By delivering rich customer

• SageCRM.com

information via a browser or mobile device in the right context to

• Sage SalesLogix

the right stakeholders, our solutions enable workers to have more meaningful, more profitable customer interactions. Functionality ranges

everything a retail or business-to-business operation needs to accept check, debit, and credit card payments. Businesses can take advantage of our merchant accounts, gift card services, loyalty card services, and business capital to strengthen their operations.

to get an extensive view of their activity.

CUSTOMER MANAGEMENT SOLUTIONS

Sage offers integrated payment services and equipment, including

EXTENDED ENTERPRISE SOLUTIONS

• Sage Accpac Extended Enterprise • Sage MAS Extended Enterprise

from contact management to full CRM suites that integrate sales,

Many organizations require information transparency across internal business functions as well as stronger collaboration with external partners and suppliers. This is necessary to drive down costs and compete with larger rivals. Sage makes it possible through extended enterprise solutions, featuring end-to-end software connectivity that dynamically links processes, information, workflows, and communication channels across accounting, CRM, and other business

marketing, and service with back-office operations and financials.

functions. Rapid implementation helps simplify IT and lower the total cost of ownership.

Sage solutions help organizations run more efficiently by dynamically linking information and workflow between the front and back office.

“Sage Abra HRMS is a comprehensive solution, incorporating benefits, payroll, attendance, and training in a dedicated purpose-built system.” Kristi Schmidlap HR Manager Corrugated Services Sage Abra HRMS customer

Give things room to breathe White is an important part of the palette and needs to be considered when working with any of the colour palettes. The clear space it creates helps to keep the layout clean, fresh and uncluttered as well as allowing colours to be as vibrant as they are.

Create energy and pace Each tonal palette has been used to create an illustration and works with the three Sage greens from the Sage core colour palette. 40% colour rule This rule applies across the piece, not just per spread, so with multiple pages you can use more colour as long as the overall balance is correct.

26

Updated Sage global design guidelines October 2010

Only use one palette per printed communication as it helps with consistency. The digital environment is different – please refer to our digital guidelines for more information.

Compliment imagery Use colour to compliment the imagery you use. It can also help connect imagery or other elements together when you don’t use the Sage greens on every page.


2.4

Colour: What to avoid Some tips to maintain the right balance of colour.

Keep the composition light Sage communications should feel vibrant and fresh. Do not use Pantone 3435 (Dark green), 276 (Dark purple) or 7421 (Dark red) for large solid colour background areas because they will make the layout too dark and heavy.

Do not mix palettes Each tonal palette has been used to create an illustration and works with the three Sage greens from the Sage core colour palette. Do not use colours from different palettes together in printed communication as it helps with consistency. The digital environment is different – please refer to our digital guidelines for more information.

Do not create new palettes Never introduce colours that are not part of the Sage corporate colour palette. Do not change the colours within the organic illustrations.

27

Updated Sage global design guidelines October 2010


Working with the organic illustrations We have a range of organic inspired illustrations to add a sense of energy, and to help reflect the brand-led themes within our communications.

The organic illustrations were influenced by different cell structures. Each one unique, connected, flowing, implying a living, dynamic aspect of business.

Understand Who is it for? What are the key messages? What are the brand-led themes we can communicate?

The illustrations and shapes are our own unique visual representation of these cell structures. They reflect different living systems, capturing the diversity, energy and momentum running through our customers’ businesses.

Select Select one organic illustration that can help you communicate the themes you want to reflect. Each one has its own personality and colour and can create a different feel to your communication.

They provide us with a distinctive, creative and flexible visual identity to support the themes behind the brand.

Your selection determines the colour palette you should use.

The organic illustrations enable you to add energy and momentum by scaling them up or down, flipping them or rotating them. You can get the maximum usage from any one illustration and effectively create new ones without ever changing the original artwork.

Cell structures The original influence for our organic illustrations

28

Updated Sage global design guidelines October 2010

Remember Don’t forget the 40% colour rule where green is always present.

2.5


2.5

Organic illustrations The illustrations in our visual identity are available in different colour ways. Selecting your preferred illustration determines the colour palette for your application.

1. Large Shapes

2. Small Shapes

a. Large_shape_7_blue.eps

a. Small_shapes_4_blue.eps

b. Large_shape_8_orange.eps

b. Small_shapes_5_orange.eps

c. Large_shape_9_pink.eps

c. Small_shapes_6_pink.eps

d. Large_shape_10_green.eps

d. Small_shapes_1_green.eps

e. Large_shape_11_red.eps

e. Small_shapes_2_red.eps

f. Large_shape_12_purple.eps

f. Small_shapes_3_purple.eps

g. Large_shape_4_blue.eps

g. Small_shapes_7_blue.eps

h. Large_shape_5_orange.eps

h. Small_shapes_8_orange.eps

i. Large_shape_6_pink.eps

i. Small_shapes_9_pink.eps

j. Large_shape_1_green.eps

j. Small_shapes_10_green.eps

k. Large_shape_2_red.eps

k. Small_shapes_11_red.eps

l. Large_shape_3_purple.eps

l. Small_shapes_12_purple.eps

1

a

b

c

d

e

f

g

h

i

j

k

l

a

b

c

d

e

f

g

h

i

j

k

l

2

29

Updated Sage global design guidelines October 2010


2.5

Organic illustrations

1. Lines & Shapes

2. Lines

a. Lines&shapes_4_blue.eps

a. Lines_4_blue.eps

b. Lines&shapes_5_orange.eps

b. Lines_5_orange.eps

c. Lines&shapes_6_pink.eps

c. Lines_4_pink.eps

d. Lines&shapes_1_green.eps

d. Lines_1_green.eps

e. Lines&shapes_2_red.eps

e. Lines_2_red.eps

f. Lines&shapes_3_purple.eps

f. Lines_3_purple.eps

g. Lines&shapes_7_blue.eps

g. Lines_7_blue.eps

h. Lines&shapes_8_orange.eps

h. Lines_8_orange.eps

i. Lines&shapes_9_pink.eps

i. Lines_7_pink.eps

j. Lines&shapes_10_green.eps

j. Lines_10_green.eps

k. Lines&shapes_11_red.eps

k. Lines_11_red.eps

l. Lines&shapes_12_purple.eps

l. Lines_12_purple.eps

1

a

b

c

d

e

f

g

h

i

j

k

l

a

b

c

d

e

f

g

h

i

j

k

l

2

30

Updated Sage global design guidelines October 2010


2.5

Organic illustrations: Getting it right The illustrations can add energy, momentum and pace to your communication. Be confident in their use and mindful of their number – less can be more.

March 0ĆŠFST

They work best Ask when Jo they flow across the a qpage, uestiobleeding off the 4 n stop halfway # % edge. They#SJshouldn’t FĂOH4 F 9 & 10 TTJPOT or you’ll lose July 2that sense of 0 09 connection and flow.

0Ć…FS #VZOFX#SBOEFE4UBUJPOFSZ QSPEVDUTBOETBWFPS CVZBOETBWF* *The new products include business cards, compliment slips, letterheads, flyers and promotional cards. Customers can choose the mix of products within the bundle.

If you then si would lik e to m in a q ply email a ask Jo a ue quest skjo @ ion the pos stion card sage and .com t boxes or fill near th drop it into Jo will e lifts one then an in the at of or thro sw rium. ugh yo er it at th e brie ur man fin g se ager as Jo Ray you p ssion is the refer. MD of Latest SBD. que date stion sub missi is 2 Ju on ly 20 09.

0Ć…FS $PNQFUJUPS5SBEF*O EJTDPVOUJODSFBTFE GSPNUP

"MMPĆŠFSTDBO CFWJFXFEPO InsiderVOEFS $VSSFOU0Ć…FST

They offer enormous creative flexibility providing visual focus or standout for headlines or copy and visual impact to print and screen based layouts.

Use the organic illustrations to create dynamic backgrounds by increasing the scale. They can help confidently brand any communication.

Create a sense of momentum

0Ć…FS bPĆŠ%BZ5SBJOJOH 1BTTQPSUT

Add focus

Create a dynamic background

Internal C omms

06/09

0040

3RC

ge 5 unt 0 il

Kennen Sie Ihre Kunden?

Die Highlights

Zukunftssicherheit:

Compliment shapes and image

ACT! 2010 unterstĂźtzt im Standard Windows 7, Windows Server 2008 sowie den SQL-Server 2008 Standard.

Social Networking mit ACT! 2010

Illustrations don’t always need to be the hero. They can work well when complementing the shapes and the colours within photography.

Accredita tion M 7IEĂĽKOMMENĂĽ3IEĂĽAMĂĽSCHNELLSTENĂĽZUĂĽ)HRENĂĽ+UNDENĂĽĂĽ ,ASSENĂĽ3IEĂĽSICHĂĽPERĂĽ+NOPFDRUCKĂĽDIEĂĽ2OUTEĂĽAUSGEBEN

arks

Sage Software GmbH

Emil-von-Behring-StraĂ&#x;e 8–14 60439 Frankfurt am Main Telefon: 069 50007-6333 Fax: 069 50007-7277 E-Mail: kundenbetreuung@sage.de www.sage-servicewelt.de Technische, formale und druckgraďŹ sche Ă„nderungen vorbehalten. Stand: Februar 2010

31

Updated Sage global design guidelines October 2010

ACT! 2010 Einfach. Modern. Schnell.

Jetzt als ACT! Kunde Preisvorteil sichern!

ĂĽ ĂĽ-ODERNEĂĽ/BERmĂŠCHE ĂĽ ĂĽ%RWEITERTEĂĽ&UNKTIONEN ĂĽ ĂĽ3CHNELLEREĂĽ"EDIENBARKEIT ĂĽ ĂĽ-EHRĂĽ)NDIVIDUALISIERUNG ĂĽ ĂĽ%INFACHEREĂĽ"ERICHTSDARSTELLUNGĂĽMITĂĽGRAlSCHENĂĽ #OCKPITS ĂĽ ĂĽ-OBILESĂĽ!RBEITENĂĽVIAĂĽ7EB ĂĽ ĂĽ+OSTENLOSEĂĽ5PGRADESĂĽUNDĂĽTELEFONISCHERĂĽ3UPPORTĂĽ MITĂĽDEMĂĽ!#4ĂĽ3ERVICEBUNDLEĂĽKOSTENPmICHTIG

3OCIALĂĽ.ETWORKINGĂĽISTĂĽIMĂĽ:EITALTERĂĽVONĂĽ4WITTER ĂĽ&ACEBOOKĂĽĂĽ#OĂĽ NICHTĂĽMEHRĂĽWEGZUDENKENĂĽUNDĂĽBIETETĂĽWERTVOLLEĂĽ:USATZINFORMA TIONENĂĽZUĂĽ)HRENĂĽ+UNDENĂĽUNDĂĽ+ONTAKTENĂĽ,ERNENĂĽ3IEĂĽMITĂĽ!#4ĂĽ ĂĽPERĂĽ+NOPFDRUCKĂĽ)HREĂĽ+UNDENĂĽNĂŠHERĂĽKENNENĂĽ6ORDElNIERTĂĽ STEHENĂĽ)HNENĂĽBEREITSĂĽĂĽ7EBINFORMATIONENĂĽZĂĽ"ĂĽ8).' ĂĽ&ACE BOOKĂĽUĂĽVĂĽM ĂĽZURĂĽ6ERFĂ&#x;GUNG ĂĽDIEĂĽ3IEĂĽBELIEBIGĂĽANPASSENĂĽUNDĂĽ ERWEITERNĂĽKĂ™NNEN

OďŹƒce Line Evolution „Endlich eine Software, die unsere Prozesse steuert. Aber nicht uns!“


2.5

Organic illustrations: What to avoid Some tips to create communications that support the brand.

Do not create additional illustrations

Use illustrations as they are

We have created a number of illustrations which include variety in colour palette and shapes. These can be cropped, used at any scale and rotated therefore the creative flexibility is endless. It is not necessary to create new illustrations and the current ones should not be combined.

Our illustrations reflect the momentum and energy of our business so should always remain fluid, light and have a delicacy to them.

Do not add individual shapes to the organic illustrations to create new illustrations.

Do not fill in areas within the line or line and shape illustrations with colour or image, creating photo frames or blocks of colour.

Control the usage Use the illustrations carefully and refrain from using more than one for any single piece of communication

Stay within the colour palette The illustrations come in all of our colour palettes and it is their choice which determines the palette of a communication piece. Do not change the colours from the ones supplied and create new illustrations. 32

Updated Sage global design guidelines October 2010

Do not reverse out of a colour or use in white only.


2.6

Working with individual shapes There are eight shapes to choose from and they can work on their own or in different combinations and should be defined by the organic illustration you select.

You can select up to three individual shapes to work across your communication. Look for ones that appear in the illustration you have chosen or that will complement its overall feel. 1. Shapes a: Individual_shape_1.eps b: Individual_shape_2.eps c: Individual_shape_3.eps d: Individual_shape_4.eps e: Individual_shape_5.eps f: Individual_shape_6.eps g: Individual_shape_7.eps h: Individual_shape_8.eps

2. Using keylines The shapes can be used as simple keylines to create a lighter, more delicate feel and to align with the linear illustrations. It is important to control the weight of keylines to create consistency across a piece of communications and to ensure their delicacy when scaled. As a guide for print and on-screen formats 1 or 2pt lines should be used. However, when creating keyline shapes for other formats such as exhibitions and environments care should be taken to scale the line weight to match that of the illustrations used. 3. Using colour The shapes can be used in any colour from the palette but remember it should be from your chosen one.

1

a

b

c

d

e

f

g

h

2

3

33

Updated Sage global design guidelines October 2010


2.6

Individual shapes: Getting it right The individual shapes offer enormous flexibility, adding focus and impact and a very distinct look to all our communications.

Create space With Peachtree Business Care, your Peachtree software is always current.

You’re always fully supported. And you’re always well trained. In short, Peachtree Business Care

Individual shapes can be used white out to create a negative space but Peachtree Business Care should always bleed off the edge of the page. They add interest to large areas of colour or imagery.

gives you peace of mind. Easily, automatically, and very affordably!

Business Care 866-218-2062 www.peachtree.com

Provide subtlety Keyline versions of the shapes can be used. They are a good way to reduce the impact of the illustrative elements without removing them altogether.

©2009 Sage Software, Inc. All rights reserved. Sage, the Sage logos, Peachtree, Peachtree logos, and the Sage product and service names mentioned herein are registered trademarks or trademarks of Sage Software, Inc., or its affiliated entities. Business Objects and the Business Objects logo, Business Objects, and Crystal Reports are trademarks or registered trademarks of Business Objects in the United States and/or other countries. All other trademarks are the property of their respective owners. 09-14909 F41000

Outside

Keep them under control Frame photography

For simplicity, no more than three different shapes should be used on a single piece or range of material.

They’re especially useful if you’re working with more generic or stock imagery as they provide a greater sense of ownership when used to frame photography. Add a tactile quality

Add focus The shapes can be used to hold information, emphasise copy and aid customer navigation.

34

Updated Sage global design guidelines October 2010

To add interest, the shapes can be used as die-cuts, varnishes and embosses to emphasise the layered effect of the illustrations, create interest and quality to a printed piece, and a point of difference.


2.6

Individual shapes: What to avoid Some tips to create clear, consistent communications.

Do not use shapes to create additional illustrations

Less is more Too many shapes in one layout will clutter a composition. Limit the number of shapes to a maximum of three in any one piece.

Do not add individual shapes to the organic illustrations to create new illustrations.

If you wish to create impact with the shape select one of the shape illustrations, which have been designed to complement all other brand elements. Do not create new shapes The Sage shapes were carefully designed to form a cohesive set that work together organically. Do not edit the existing shapes or create new ones.

Avoid effects Do not change the appearance of the shapes with embellishments and special effects. Avoid 3D versions of the shapes using effects such as drop shadows, bevel and embosses etc.

Do not create symmetry with the shapes The shapes are intended to feel organic and natural. Avoid using them in ways that feel forced, such as a symmetrical composition.

35

Updated Sage global design guidelines October 2010


2.7

Working with type Our fonts are chosen to work alongside the shapes within the visual identity and the Sage logo.

Using them intelligently helps to create a distinct personality, a clear hierarchy and visual balance between headings and body copy to generate the appropriate level of impact and information.

Foco

Arial

36

Updated Sage global design guidelines October 2010

Complete business software solutions for all businesses

Ärgern Sie sich über fehlende Flexibilität bei StandardAuswertungen?

Visit www.sagebusiness.com.au or call

13 SAGE

Outside Australia +61 2 9921 6500

nächsten LiveUpdate ist Business Intelligence direkt in Ihre Sage ERP-Lösung integriert*.

Verbringen Sie mehr Zeit mit der Erstellung als mit der Analyse Ihrer Kennzahlen?

…. Sage IBI löst Ihre Probleme!

The world’s largest SME business software supplier*

Take advantage of the strength of the world’s leading SME business software supplier as well as the friendly knowledge of our local team here in Australia. For global software with local support to help start or expand your business, talk to Sage today. Contact us for advice on: Customer Management Software | Enterprise Resource Management Software | Business Intelligence Software | Contact Management Software | Construction, Real Estate, Property Management Software | eMarketing Software | Accounting Financial Software | Retail Software | Manufacturing and Distribution Software | Supply Chain Software | Service Management Software | eCommerce Software | Plus a whole lot more.

The Right Fit for Your Business – Mit dem Sage BusinessVision 2009

Ist Ihnen die Bedienung von Controllingwerkzeugen zu kompliziert?

Keep in mind that with four different editions of Sage BusinessVision, you can make sure your software fits your business and allows for growth and expansion. The chart below may help you to see if you’re currently using the edition that best fits your business.

*AbEdition Mitte April 2009 Available editions include: Limited Edition, Small Business Edition, Standard Edition, and Client-Server Concurrent Users

Limited

Small Business

Standard

Client-Server

1

3

1, 5, or 10

10-100

Available Modules

Vorteile von IBI

SM, AR, AP, GL, IC, OE, PO POS

Technische, formale druckgrafische Änderungen vorbehalten. Stand xx.20xx

Helvetica Neue Sales Analysis

ERP X3

Direkte Integration in Classic Line und Payroll Office Line Bank Reconciliation Deutliche Zeitersparnis bei der Erstellung Purchase Analysis von Auswertungen Job Costing Über 100 vorgefertigte Auswertungen zum BOM schnellen Einstieg Serialized IC Intuitive Bedienung und Budget andindividuelle Forecasting Anpassung Customize Browses Schnell zuverlässige Informationen auf Vendor item pricing no quantity breaks Knopfdruck ® Crystal Reports Umfassend erweiterbar durch Ihren Business Optional Products Partner Multicurrency Manager e-BusinessVision

6

Sage Software GmbH

Emil-von-Behring-Straße 8–14 Optional 60439 Frankfurt am Main Optional Optional Telefon: 069 50007-6333 Optional Optional Fax: 069 50007-7277 E-Mail: kundenbetreuung@sage.de Internet: www.sage-servicewelt.de

Optional

Custom Pack

1724_Sage_AIB_060709 *Gartner, August 2006, ERP licence and maintenance revenue by vendor. SME sector defined as businesses with less than 1000 employees.

Optional

Integrierte Business Intelligence (IBI)

no quantity breaks

Optional Optional

Der einfache Weg zur professionellen Analyse Ihrer Daten.


2.7

Typefaces Use our fonts to create legible, dynamic layouts with a distinct personality and the appropriate level of impact and information.

Foco is our main font. It is used for titles, headlines and highlighting specific copy. Helvetica Neue is our existing font. It is used for sub-headings, captions, charts, tables and body copy. 1. Foco Foco adds character, style and a distinctiveness to our communications. Foco should be used for titles, headlines and highlighting specific copy. Foco Light is the preferred typeface for introductory and emphasis copy. Use when pull-out quotes are large. Foco Regular is the preferred typeface for titles and headlines, pull-out quotes and statements. Foco Bold can be used sparingly for titles and headlines, when you want more impact. Please note: Foco is not regularly available on all computers. Ensure you acquire the necessary licence. 2. Helvetica Neue Helvetica Neue is retained for sub-headings, captions, charts, tables and body copy. We have reduced the number of weights from the type family to the Light, Roman, Bold and the Italic equivalents to increase consistency across our communications.

37

Helvetica Neue 45 Light is the preferred typeface for body copy.

1

Helvetica Neue 55 Roman can be used for body copy when reversed white out of a colour background or image.

Foco

abcdefghijklnopqrstu vwxyzABCDEFGHIJKLM OPQRSTUVWXYZ 1234567890

Helvetica Neue Helvetica Neue Helvetica Neue Helvetica Neue

abcdefghijklnopqrstu vwxyzABCDEFGHI JKLMOPQRSTUVWXYZ 1234567890

Arial regular Arial bold

abcdefghijklnopqrstu vwxyzABCDEFGHI JKLMOPQRSTUVWXYZ 1234567890

Helvetica Neue 75 Bold is the preferred typeface for sub-headings within text. Helvetica Neue 46, Helvetica Neue 56 Italic, Helvetica Neue 76 Italic can be used sparingly when necessary to pull out information such as name, service or products within a sub-heading.

2

3. Arial Arial should be used for all electronic applications such as internet and PowerPoint presentations, when Helvetica Neue is not available. For on-screen use, internal and correspondence documents when necessary. 4. Size and leading guide

3

Use the guide for both Foco and Helvetica. The minimum size for type is 9pt. However for exceptional circumstances i.e. captions or technical documents you may use 8pt.There are no limitations for the maximum size.

Updated Sage global design guidelines October 2010

4

Type size (pt):

9

10

Leading (pt):

11 12

12

14

14.5 17

16 18 19

20 24

21.5 24 29


2.7

Type: Getting it right Foco adds character, style and a distinctiveness to our communications. Helvetica Neue provides clarity and structure.

Cat_Adm_Publicas_2010_T.fh11 25/3/10 14:16 P�gina 8 C

M

Y

CM

MY

CY CMY

K

Create emphasis Type should appear in the colour Pantone 335. It may also appear in: Pantone Cool Grey11, black, white or a colour from your defined colour palette. Always ensure legibility and a strong enough contrast with background colour.

Remember the 40% rule Remember the 40% rule as type can be a good source of Sage green.

Legibility is key

Keep it clear and simple

Always ensure type is legible – especially when it is used white out of a solid colour background or an image.

Be careful not to use too many sizes, colours and fonts. Create the right balance and hierarchy of information, focusing on the key message and clearly presenting the information.

38

Updated Sage global design guidelines October 2010


2.7

Type: What to avoid Using our two chosen typefaces in a consistent and simple way ensures we provide modern, clean layouts that are interesting and legible.

Centred and justified text For clean, modern layouts avoid centre aligning and justifying text and instead always left align.

Do not use any other typefaces (with the exception of Arial for internal documents and presentations).

39

Updated Sage global design guidelines October 2010


3. Using and protecting the Sage logo Our logo is the most important element of our visual identity system – signposting to our audience when they are interacting with Sage. It is essential that we make sure we preserve its integrity at all times.

40

Updated Sage global design guidelines October 2010


3.1

The Sage master logo: Clear space, minimum size and colour It’s important that around the world, we protect the integrity of our master logo at all times.

Master logo Because the Sage logo has such an important role, there are no occasions it should be used in any way other than from master artwork. Logo master artwork is held by the Sage Global Communications Team and can be obtained by contacting global.communications@sage.com Or you can download it from the Sage Brand Library www.brandlibrary.sage.com

X

X

Minimum size

X

X

16mm width

X = Height of the ‘s’ in sage

Clear space This is the minimum area of space around the Sage logo. This helps to protect and ensure the impact of the Sage logo. No element should infringe on the clear space.

X

Colour The preferred version of the Sage logo should appear in Pantone 335 on a white background. It may also appear on a Pantone 579 background. If this is not possible, the Sage logo should appear white out of Pantone 335. The Sage logo should never appear on a background of any other colour. Where colour is not available i.e. a newspaper advertisement, the Sage logo should appear in black, or white out of black.

41

Updated Sage global design guidelines October 2010

Placement on imagery The Sage logo may appear on an image providing the area is light enough and provides enough contrast between the background and the logo. The image area should be uncluttered and free from elements that encroach the clear space requirements. The logo should only appear as Pantone 335 when used with background images.

The recommended minimum size for the Sage logo is 16mm across the width.


3.1

The Sage master logo: Placement and using it with shapes It’s important that around the world, we protect the integrity of our master logo at all times.

Preferred placement Measurements are based on the width of the Sage logo.

As a general rule, the Sage logo should always be positioned either at the top left or bottom right hand side depending on the application. Use the standard clear space area to place/position the logo. Recommended sizes: A3 = 45mm A4 = 37mm US letter = 37mm A5 = 30mm DL = 30mm

Placing the logo within an individual shape Whilst the Sage logo can appear within an individual shape that is cropped off the bottom of the page, it should not be seen as the default option. This avoids the shape forming part of the logo. The individual shape should be large enough for the logo to sit in an area of space – a minimum of 3 times the standard clear space area and should always be Pantone 335.

X X X X

X

X

X X

42

Updated Sage global design guidelines October 2010


3.1

The Sage master logo: What to avoid It’s important that around the world, we protect the integrity of our master logo at all times.

Careful usage on images Do not apply the logo in any colour other than Pantone 335 when placed onto an image.

Clean usage and colour consistency Do not apply the logo in any colour other than Pantone 335 (Sage green) or black (subject to restrictions). Do not distort, rotate or manipulate the logo or add any effects such as drop shadows.

Ensure the contrast is enough and that the logo is clear from other elements in the image.

Do not allow objects in the image to encroach on the clear space area around the logo.

Protect logo integrity Do not place the logo in a shape without it bleeding off the page. Do not use any other colours than Pantone 335 (Sage green), Pantone 579 (Sage light green) or white for the holding shape.

43

Updated Sage global design guidelines October 2010

Do not create any sub brands, product, initiative, campaign or service identities using the logo. Refer to the appropriate sections in this document. To use the Sage logo in conjunction with any name or illustrative element you must get approval from the Executive Committee.

hub


3.2

Products: With and without the Sage name It’s important that around the world, we are consistent with the way we present our products and their names.

Sage Product Sage 50

Using Sage as part of the product name

Sage 30

It is often necessary to use the Sage name as part of the name. This helps create ownership but also grounds some of the names we use, especially when they are identified by a number.

Comptabilité

Foco is used for both the Sage name and and product name. The preferred colour is Sage green (Pantone 335). You can use other colours from the palette which may better suit the pack design but bear in mind the 40/30/30 rule. The Sage logo should always appear in either the top left or bottom right, but does not have a fixed relationship with the product name.

Sage 50 Accounts

Using a descriptor with the product name Product ranges often contain different types where it is necessary to include a descriptor. Always place the descriptor underneath the product name.

44

Updated Sage global design guidelines October 2010

Symfonia Product names without Sage Some product names, often those that are already well known, do not need to use the Sage name with them.

��������

Foco is used for the product name. The preferred colour is Sage green (Pantone 335). You can use other colours from the palette which may better suit the pack design but bear in mind the 40% colour rule.

���������

�����������

The Sage logo should always appear in either the top left or bottom right, but does not have a fixed relationship with the product name. For more information please consult your Regional Brand Manager.


3.2

Products: The transition from stand alone brand to Sage There are three options for products which also provide a step by step approach to becoming a Sage product.

ED EE D N

Retain the original product logo with the Sage visual identity

Sage identity and product name style

The Sage logo used as a low level endorsement on all applications.

The product retains its original logo but the pack design follows the style of the Sage visual identity.

The product name moves to the relevant Sage product range naming protocol and style.

Straplines should use Foco. Product descriptors should use Helvetica Neue.

The pack follows the Sage visual identity style.

If this product is part of a transition strategy the name should include the addition of ‘by Sage’. This look is carried across to sales and marketing literature and websites.

1.

Updated Sage global design guidelines October 2010

The Sage logo should always appear in either the top left or bottom right, but does not have a fixed relationship with the product name.

2.

There are specific reasons for having competing brands. In some countries, the strength and heritage of the product is a benefit that would be diminished if transitioned to the Sage brand.

EX

AM

PL

E

N E PL AM

Retain the original product name, identity and pack design

The product retains its original name style and pack design.

45

EX

N

EW

EX

AM PL

E

EE D

N

ED

EE D

ED

Retain the original product name and pack design

The Sage logo should always appear in either the top left or bottom right, but does not have a fixed relationship with the product name.

3.

Please consult your Regional Brand Manager for more information. In special circumstances, alternative scenarios may be put forward to the Executive Committee for approval.


3.2

Products: What to avoid Some tips for creating a consistent approach to product names and pack designs.

Protect logo integrity It is vital to protect the integrity of the master logo at all times and care must be taken when creating new product branding.

Do not use the Sage logo in combination with any product name

30 ComptabilitĂŠ

symphonia

Do not use any other typeface for the product name style

Sage100

Do not use any of the illustrations or shapes to create a product logo

Sage100

Sage Accounts

Sage 50 symphonia

46

Updated Sage global design guidelines October 2010


3.3

Acquisitions: Using the Sage master logo There are different options for businesses acquired by Sage which also provide a step by step approach to becoming part of the Sage brand family.

A Sage endorsement

Sage as a business

Acquired company retains own identity, look and feel with the Sage endorsement stamp. This can be used during the acquisition period or if it is a legal requirement to show that a company is part of Sage.

Businesses have a bespoke identity that combines the Sage logo and their name in Helvetica. The relationship is fixed and should not be altered in any way. Business names should always begin with a capital. Prior approval from the Executive Committee is required before any new identity using the Sage master logo can be created.

Chinese and non-Western characters Where there is a need for a business name to appear in a local language, Mandarin or using Cyrillic letters then a font that reflects the characteristics of Helvetica Neue must be used. Prior approval from the Executive Committee is required before any new identity can be created. More information is available from Group Communications.

More information is available from Group Communications.

Tekton, a Sage business

Business Tekton

Tekton, a Sage business

Tekton John Smith

Accounts ma

nager

12 Nameof str eet London AB1C 2DE

T. +44 (0)12 3456 7890 F. +44 (0)12 3456 7890 E. johnsmith @sagetekton.c om www.sagetekto n.com

Tekton, a Sage

47

Updated Sage global design guidelines October 2010

company

mith John Sts manager Accoun

et e of stre 12 Nam AB1C 2DE London

0 56 789 (0)12 34 0 T. +44 )12 3456 789 n.com (0 ekto et g F. +44 sa ith@ sm n m h E. jo ton.co agetek www.s


3.4

Services and apps: Using the Sage master logo These include stand alone services and applications that will not always appear within a Sage environment as well as those that will.

Value added services in a Sage environment

Sage as a service not within the Sage environment

Where a value added service is introduced into the business to support a particular product, the name of the service should use our main typeface, Foco.

Services that are regularly seen outside the Sage environment can be treated as businesses. They have a bespoke identity that combines the Sage logo and their name in Helvetica. The relationship is fixed and should not be altered in any way. Service names are always in lower case.

Pantone 335 is the preferred colour for the name style.

Sage Service Sage Tutor Sage Exchange Sage E-marketing Services

48

Updated Sage global design guidelines October 2010

Prior approval from the Executive Committee is required before any new identity using the Sage logo can be created. More information is available from Group Communications.

pay


3.5

Partners: Using the Sage master logo Associate Partner

Professional Partner

The Sage local product partner logo can only be used by those businesses and individuals who are authorised and accredited Sage partners. Canal de Sage EUROWIN

Each region can have its own style of partner logo. They can be applied to stationery, signage, marketing collateral and websites.

Certified Partner

If there is no current partner logo available for your region, please take inspiration from these examples and amend as appropriate to meet your local requirements.

Punto de Venta Sage Eurowin

Services Partner France

Spain

For more information consult your Regional Brand Manager.

Delegación Sage EUROWIN* (categoría especial) GOLD

Zertifizierter Partner 2011

GOLD

Kompetenz Partner 2011

Zertifizierter Partner 2011

%FMFHBDJ¥O0ĂDJBM Sage Eurowin

Rechnungewesn

Design example of a partner logo

Warenwirtechaft

This artwork is available for use as required via the Sage Brand Library.

Produktion Lohnabrechnug

Zertifizierter Partner 2011

GOLD

Zertifizierter Partner 2011

GOLD

Zertifizierter Partner 2011

Rechnungewesn Warenwirtechaft Produktion

Germany

North America

49

Updated Sage global design guidelines October 2010

Lohnabrechnug

%JTUSJCVJEPS0ĂDJBM Sage Eurowin


3.6

Events and conferences: Using the Sage logo or name Branding Sage hosted events and conferences.

Sage events and conferences Sage hosted events and conferences should use our main typeface, Foco, for the name style.

Sage Fusion Casablanca 2010

There is often an opportunity to think creatively about the visual identity and how the elements can create the right impact for the physical space. Events also give you the ability to develop a specific look and feel to convey a particular theme or build recognition over time. Please consult your Regional Brand Manager for more information.

Barcelona, 13 de mayo World Trade Center

50

Updated Sage global design guidelines October 2010


Initiatives and campaigns: Using the Sage master logo or name

Sage initiative and campaign identities These are the short-term activities we do to either promote our products and services or communicate with customers or employees. They are not expected to be a permanent fixture within the business and therefore can be more creative in their execution. The identity uses our main typeface, Foco for both the Sage name and initiative or campaign name. For long-term initiatives please refer to the ‘added value services’ section.

51

Updated Sage global design guidelines October 2010

3.7


4. Our brand team and resources The creation of the global brand has been a collaborative process. That collaboration continues, as communicators, marketers and other stakeholders share how they are expressing the brand locally.

52

Updated Sage global design guidelines October 2010


4.1

Our brand team and resources Making our brand work is a team effort so let us know if you need any extra information. More examples can be found on the Sage Brand Library. You can also tell us if we’ve left anything out and suggest any improvements. The Sage Global Brand Ambassadors Emma Alcock emma.alcock@sage.com Group Corporate Communications Valentine Bissuel valentine.bissuel@sage.com Belgium, France, Morocco Appointment to be confirmed Ireland, Poland, UK Dennis Frahmann dennis.frahmann@sage.com CRM, Canada, North America Almudena Cruz almudena.cruz@sage.es Portugal, Spain Sabine Kranz sabine.kranz@sage.de Austria, Germany, Switzerland Hazel Van der Lith hazel.vanderlith@softline.co.za Australia, South Africa Alfa BtMatnoor alfa.btmatnoor@sage.com Asia (Singapore, Malaysia, Thailand), China, India, Middle East

Brand resources Sage Brand Library The group resource for sharing examples of work from each territory. You can download files, browse by country and upload your own work. For more information contact your Regional Brand Manager.

https://open.sage.com

https://brandlibrary.sage.com Sage Digital Guidelines A comprehensive resource on digital best practice using work from around the group to highlight great interface design, user experience design and general house rules for creating corporate websites. Available to download from the Sage Brand Library. In-Product Branding The In-Product Branding website provides an interactive web resource for product developers and marketers to be able to apply brand colour consistently and professionally to the User Interface of all Sage products. The interactive studio includes tools and materials to aid developers and product marketers to decide how to apply the brand inside their products and to see instantly what their colour or organic choices might look like. https://inproductbranding.sage.com

53

Sage Open Open is the global collaboration tool for everyone across Sage. The brand section provides access to key brand resources and updates as well as a network of brand contacts allowing you to connect, share and innovate throughout the Sage global brand community.

Updated Sage global design guidelines October 2010

For any queries relating to the brand infrastructure websites and resources please contact: Justine Jackson justine.jackson@sage.com Group Corporate Communications



sage ci