Vertex Brand Guidelines

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BRAND GUIDELINES THE GALAXY’S MOST AMAZING

V1.1

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JUMP POINT S T R A P YO U RS E LV E S I N

Why We do It . . . . . . . . . . . . . . . . . . . . . . . .3

Type: Hierarchy . . . . . . . . . . . . . . . . . . . . .13

Logo: Construction . . . . . . . . . . . . . . . . . . .4

Type: Coloring . . . . . . . . . . . . . . . . . . . . . .14

Logo: Variations . . . . . . . . . . . . . . . . . . . . .5

Elements: Patterns . . . . . . . . . . . . . . . . . .15

Logo: Spacing . . . . . . . . . . . . . . . . . . . . . . .6

Elements: Pattern Restrictions. . . . . . . . .16

Logo: Restrictions . . . . . . . . . . . . . . . . . . . .7

Elements: Photography. . . . . . . . . . . . . . .17

Colors: Primary . . . . . . . . . . . . . . . . . . . . . .8

Elements: Photography Restrictions . . . .18

Colors: RGB/Digital . . . . . . . . . . . . . . . . . . .9

Elements: Illustrations . . . . . . . . . . . . . . .19

Colors: CMYK/Print . . . . . . . . . . . . . . . . . .10

Elements: Icons. . . . . . . . . . . . . . . . . . . . .20

Colors: Restrictions. . . . . . . . . . . . . . . . . .11

Closing Remarks . . . . . . . . . . . . . . . . . . . .21

Type: Typeface . . . . . . . . . . . . . . . . . . . . .12

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WHY WE DO IT

THINK OF YOUR FAVORITE BRAND.

Ideally, any time someone sees something created

by Vertex, they should recognize it as such. That

No matter which brand you’re thinking of, you

allows us to both, draw from and build on all of their

probably like it because they consistently exceed

past experience with our brand. Creating a strong

the competition in ways that you identify with. Nike’s

relationship with our brand and eventually facilitating

“Just Do It” attitude, Apple’s “Think Different” ideal,

the sales process.

or even Walmart’s guarantee to have “Everyday Low Prices” are all communicated in many different ways

To that end, it is important that Vertex as a company

through every interaction a potential consumer has

and a brand are presented in a consistent and

with their brand.

visually pleasing way.

Visual communication is just a small part of the whole

Think of the visual identity of the clothes the brand

brand package, but it is an important and inescapable

SJ :IVXI\ [IEVW % KSSH SYXƼX HSIWRƅX QEOI ]SY

piece that helps build a customer’s instinctive sense

a good person, and the same is true for brands.

of the things for which our brand stands.

Fortunately, Vertex is a good brand, and we want our appearance to show that.

Over time, as positive brand interactions occur between Vertex and its customers (or potential

With that in mind checkout the rest of this manual

customers) they will begin to form positive opinions

and stay on brand.

about our brand—know as brand equity.

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LOGO

CONSTRUCTION Our logo is the face of our brand. It allows consumers to instantly recognize an interaction with Vertex on a visual level.

Anything that wears this logo carries the Vertex stamp of approval.

The white hexagon is evocative of a two dimensional representation of a three dimensional cube. It is drawn in isometric paying tribute to the history of 3D collaboration.

The three chevrons are symbols of the three axes of rotation used in modern 3D collaboration and creation softwares.

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LOGO

VARIATIONS

PRIMARY

STANDARD

REVERSE

Only use on light colored backgrounds

Only use on dark colored backgrounds

that provide optimal contrast

that provide optimal contrast.

When using the Vertex logo, only use it in the correctly spaced horizontal lock up or, if necessary, use the symbol on its own.

(ITIRHMRK SR XLI GSPSV ĆźIPH the logo will be placed on use any of these approved color variations, favoring the Standard and Reversed variations.

SECONDARY

GRAY

WHITE

Only use on light colored backgrounds

Only use on dark colored backgrounds

that provide optimal contrast

that provide optimal contrast.

LOGO

SPACING

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FULL LOGO

.5X

Properly spacing our logo allows

X

it to command the space it occupies and reduces visual

X

X

clutter that may make the logo appear altered or unfamiliar.

=X

X .5X

LOGO MARK

Ç”

X Ç”

=X Ç”

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LOGO

RESTRICTIONS Do not use our logo in a manner that could hinder its visual readability or promote

Do not disproportionately size or rotate the logo

Do not add drop shadows, embossing, or other special effects to the logo

Do not alter the colors of the logo

Do not adjust elements of the logo individually

inconsistent brand interactions Please review examples of logo misuse and avoid these usages at all cost.

O Do not place the logo over busy textures, images, or any colors that hinder contrast or readability

Do not alter the text or symbol mark of the logo

Do not use the logo as a pattern or texture

Do not recreate the logo

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COLORS CMYK/PRINT

These are the CYMK color codes for the Vertex palette. They are to

C: M: Y: K:

0 0 0 10

C: M: Y: K:

0 10 5 0

C: M: Y: K:

0 10 5 0

C: M: Y: K:

0 0 10 0

C: M: Y: K:

5 0 10 0

C: M: Y: K:

5 0 3 0

C: M: Y: K:

6 0 10 0

C: M: Y: K:

1 8 0 0

C: M: Y: K:

0 0 0 30

C: M: Y: K:

0 35 20 0

C: M: Y: K:

0 10 30 0

C: M: Y: K:

0 0 40 0

C: M: Y: K:

30 0 40 0

C: M: Y: K:

25 0 10 0

C: M: Y: K:

30 0 5 0

C: M: Y: K:

5 30 0 0

C: M: Y: K:

0 0 0 50

C: M: Y: K:

0 90 90 0

C: M: Y: K:

0 50 100 0

C: M: Y: K:

0 20 100 0

C: M: Y: K:

80 0 100 0

C: M: Y: K:

70 0 40 0

C: M: Y: K:

80 25 5 0

C: M: Y: K:

30 95 0 0

C: M: Y: K:

0 0 0 70

C: M: Y: K:

15 100 100 5

C: M: Y: K:

5 80 100 0

C: M: Y: K:

20 45 100 0

C: M: Y: K:

90 25 100 15

C: M: Y: K:

90 35 65 20

C: M: Y: K:

100 70 25 10

C: M: Y: K:

55 100 40 35

C: M: Y: K:

0 0 0 88

C: M: Y: K:

0 100 100 50

C: M: Y: K:

0 85 100 50

C: M: Y: K:

0 65 100 50

C: M: Y: K:

65 10 100 70

C: M: Y: K:

90 45 70 40

C: M: Y: K:

100 80 45 40

C: M: Y: K:

60 100 45 50

be used for any piece of design that is intended to be printed.

For other fabrications such as embroidery please contact: marketing@vertexvis.com.

COLORS

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N50

R50

O50

Y50

G50

T50

B50

P50

fafafa

fff7f7

fffcf7

fffef7

f7fdf7

f8 fd fc

f7 fc fd

fdf9 fc

N100

R100

O100

Y100

G100

T100

B100

P100

f5f5f5

ff ef ef

fff9ef

fffdef

effcef

f1fbfa

eff9fc

faf2f8

N200

R200

O200

Y200

G200

T200

B200

P200

eeeeee

ff e0e0

fff3e0

fffbe0

e0f9e0

e4f7f5

e0f3f9

f6e6f2

web-based. This extended

N300

R300

O300

Y300

G300

T300

B300

P300

palette is designed to not

e0e0e0

ffb3b3

ff e0b3

fff5b3

b3f0b3

bcece7

b3e0f0

e9c2e0

N400

R400

O400

Y400

G400

T400

B400

P400

bdbdbd

ff4d4d

ffb84d

ff ee6e

4ddb4d

62d2c7

4db8db

cb70b6

N500

R500

O500

Y500

G500

T500

B500

P500

9e9e9e

ff0000

ff9900

ff e600

00cc00

1fbeaf

0099cc

b43296

RGB/DIGITAL

Use the following Hexadecimal codes for all media intended to be viewed on a screen.

These codes are valid for both PowerPoint presentations and

need supplementary colors ERH WLSYPH FI WYƾGMIRX

N600

R600

O600

Y600

G600

T600

B600

P600

757575

eb0000

ff8400

ff d300

00c000

17af9f

0086c0

a42683

N700

R700

O700

Y700

G700

T700

B700

P700

616161

d90000

ff7300

ff c500

00ad00

0a9986

006bad

8c1368

N800

R800

O800

Y800

G800

T800

B800

P800

444444

c40000

e05d00

cc8f00

008000

07705f

004f80

66124b

N900

R900

O900

Y900

G900

T900

B900

P900

212121

990000

993b00

995c00

004d00

054d43

002f4d

4d0b39

COLORS PRIMARY

Vertex’s primary color palette is visible in our logo and the GSPSVW MRƽYIRGI XLI VIWX SJ XLI

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BRAND RGB R: 0 G: 47 B: 77

extended palette as well as the

CMYK C: 70 M: 0 Y: 40 K: 0

PMS 2768 C

RGB R: 31 G: 191 B: 176

CMYK C: 100 M: 80 Y: 45 K: 40

PMS 3265 U

rest of our visual identity.

These colors should do most of the “Heavy Lifting” design-wise in

HEX: 1FBEAF

HEX: 002F4D

any Vertex branded materials.

COMPANY RGB R: 000 G: 153 B: 204

CMYK C: 80 M: 25 Y: 5 K: 0

PMS 2925 U

G: 153 B: 0

CMYK C: 0 M: 50 Y: 100 K: 0

HEX: FF9900

CMYK C: 80

G: 204

M: 0 Y: 100 K: 0

B: 0

PMS 802 U

HEX: 00CC00

HEX: 0099CC

RGB R: 255

RGB R: 0

PMS 137 U

RGB R: 68 G: 68 B: 68

CMYK C: 0 M: 0 Y: 0 K: 88

HEX: 444444

PMS NEUTRAL BLACK U

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COLORS RESTRICTIONS

The Extended Vertex Palette is inclusive enough that the use of other colors should not be necessary.

It is also important that the Vertex

Traditional 3D software is expensive, complicated and requires big machines to run.

Do not use Vertex Orange

Do not use colors outside of the

with Call-to-Action’s

Vertex Extended Palette

Primary Palette is preferred in the color selection process and each color’s use cases are respected.

Traditional 3D software is expensive, complicated and requires big machines to run.

Do not use Vertex Green with

Avoid black and white when

cautionary or pain-point copy.

you can use Vertex Gray

Traditional 3D software is expensive,

Traditional 3D software is expensive,

complicated and requires big

complicated and requires big

machines to run.

machines to run.

Do not create low contrast color

Avoid color combinations that are similar in

pairings when readability is important.

brightness but contrasting in value.

TYPE

TYPEFACE

Our primary typeface is Roboto.

Because Roboto is available in a number of different weights and styles, the use of other typefaces should be minimal to none.

Some good rules of thumb for creating good looking type are: Skip a weight when using multiple font weights in the same document.

Divide or multiply point sizes by two when using multiple point sizes in a document.

ROBOTO THIN

A B CDEFGHIJKL MNOP QRST U V W X Y Zabcdefghijklmnopqrstuvwxyz123456789

ROBOTO THIN ITALIC

ABCDEFGHIJKLM NOPQ RSTU V W X Y Zabcdefghijklmnopqrstuvwxyz123456789

ROBOTO LIGHT

A B CDEFGHIJK L MNO P Q RST U V W X Y Zabcdefghijklmnopqrstuvwxyz123456789

ROBOTO LIGHT ITALIC

ABC DEFGH IJ KLM N O P Q RST U V W X Y Zabcdefghijklmnopqrstuvwxyz123456789

ROBOTO REGULAR

A BC D E FG HI J K L M N O P QR S T U V W X Y Zabcdefghijklmnopqrstuvwxyz123456789

ROBOTO ITALIC

A B C D EFG H IJ K LM N O P Q R ST U V W X Y Zabcdefghijklmnopqrstuvwxyz123456789

ROBOTO MEDIUM

A BC D E FG H I J K L M N O P Q R S T U V W X Y Zabcdefghijklmnopqrstuvwxyz123456789

ROBOTO MEDIUM ITALIC

A BC D E FG H IJ K LM N O P Q R ST U V W X Y Zabcdefghijklmnopqrstuvwxyz123456789

Use heavier weights to emphasize, not italics.

ROBOTO BOLD

A BC D E FG H IJ K L M N O P Q RS T U V W X Y Zabcdefghijklmnopqrstuvwxyz123456789

ROBOTO BOLD ITALIC

A BC D E FG H IJ K LM N O PQ RSTU V W X Y Zabcdefghijklmnopqrstuvwxyz123456789

ROBOTO BLACK

A BC D E FG H IJ K LM N O PQ RS T U V W X Y Zabcdefghijklmnopqrstuvwxyz123456789

ROBOTO BLACK ITALIC

A BC D E FG H IJ K LM N O PQ RSTU V W X Y Zabcdefghijklmnopqrstuvwxyz123456789

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TYPE

HEIARCHY

Good typography is created through good visual hierarchy.

For Header 1 choose either Roboto Black in All Caps or Roboto Thin in All Caps and then use the other style for your H2. H3 should always

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LARGE TITLES

ROBOTO ALL CAPS ROBOTO ALL CAPS Header 1 is ideally one and a half times larger (at least) then the font size of Header 2.

be Roboto Black in All Caps.

When Roboto Black is used, tracking should be set to -20.

Always use the Optical preset for kerning Sizing should be visually consistent to this example—50:20:10.

MID TITLES

ROBOTO ALL CAPS ROBOTO ALL CAPS

Header 2 is ideally double (at least) the font size of Header 3. (20 point font size is our standard)

SMALL TITLES ROBOTO BLACK ALL CAPS Header 3 is ideally set to the same font size as Paragraph 1.

BODY COPY Roboto Regular Leading is set at 16 points for 10 point font size (our standard body copy size). Line indents aren’t used, instead space before paragraph is set to optically differentiate paragraphs—.1875 inches for 10 point font.

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TYPE COLOR

The important thing to remember when picking a color for your type is readability. Color of type is less important than its contrast with the background which is usually

BLACK ON WHITE OR LIGHT BACKGROUNDS

DARK GRAY ON WHITE OR LIGHT BACKGROUNDS

VERTEX GRAY ON WHITE OR LIGHT BACKGROUNDS

DARK BLUE ON WHITE OR LIGHT BACKGROUNDS

NAVY BLUE ON WHITE OR LIGHT BACKGROUNDS

VERTEX BLUE ON WHITE OR LIGHT BACKGROUNDS

WHITE ON BLACK OR LIGHT BACKGROUNDS

LIGHT GRAY ON WHITE OR LIGHT BACKGROUNDS

LIGHT BLUE ON WHITE OR LIGHT BACKGROUNDS

created through brightness.

Pick light colors for dark backgrounds and vis versa.

ELEMENTS

19 SEMIFLAT / LIGHT DEPTH

ILLUSTRATIONS

Vertex uses a combination of illustration styles. User Interface illustrations are generally done MR E ƽEX SV WIQM ƽEX WX]PI [LMPI more detailed illustrations—in print advertising for example— are done in isometric view.

ISOMETRIC

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ELEMENTS PHOTOGRAPHY RESTRICTIONS

Do not use these types of

18 COMMON CLIP ART Do not use illustrations that are unapproved by design, especially free images in programs like Word and PowerPoint

stock imagery in Vertex branded materials.

WATERMARKED IMAGES Do not use stock images that contain watermarks or that require sourcing credits within documents.

LOW RESOLUTION Do not use illustrations that are unapproved by design, especially free images in programs like Word and PowerPoint

OFF BRAND STOCK Do not use stock images that do not show the Vertex brand in good light. That includes smoking, drinking and other unprofessional or unrelated activities.

ELEMENTS PHOTOGRAPHY

A few examples of the type of stock photography Vertex has used.

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ELEMENTS PATTERN RESTRICTIONS

Do not use these patterns in Vertex branded materials.

BUSY PATTERNS OR TEXTURES

PATTERNS THAT DONT EMULATE BRAND

TOO MANY GRADIENTS

SKEUOMORPHIC

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ELEMENTS PATTERNS

A sample of textures being used in Vertex collateral. They can be YXMPM^IH XS MRGVIEWI FVERH ƼHIPMX] and add depth to designed pieces.

All textures can be found in the Marketing Shared Drive in the 001 Brand Assets folder.

ISOMETRIC GRID

FREEFORM GRADIENT

HALFTONE

HEXAGON CONNECTION

ELEMENTS ICONS

A small sample of the icons being used in the Vertex UI which should be used as inspiration for icons used as illustrations.

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CLOSING REMARKS Our brand guidelines are just that—guidelines. What is truly important is that Vertex’s brand continues to appear in a favorable and recognizable light.

Most of the things in this QERYEP EVI RSX MRƽI\MFPI FYX rather should be viewed as best practices. Use them like defaults. If there is a better, more interesting or appropriate way to interpret and express Vertex’s visual identity, do that.

This manual is here to serve as a baseline. It is meant to capture the Vertex brand in as succinct a manner as possible.

There are, of course, ways to misrepresent the brand while staying within these guidelines, just as there are situations where the brand is better represented by breaking the rules.

More than reading this manual, you can become most familiar through creating things. See what

works and what doesn’t. Push the brand in constructive ways.

Vertex’s brand, and product, are not static. The things in this manual will change so don’t get too caught up in trying to follow the brand guideline perfectly, but rather use it as a jumping off point for the creation of Vertex branded materials.

THANK

YOU Get in touch with the corporate design team at design@vertexvis.com with any questions.