Alfresco brand standards 2013

Alfresco Brand Guidelines

Brand Messaging | Our Voice | Brand Visual Identity | Digital Experience | Conclusion

Table of Contents

01

Brand Messaging

02

Our Voice

03

Brand Visual Identity

04

Digital Experience

Vision & Mission

Tone of Voice

Logo

Fonts

Who We Are & Tagline

Terminology

Tag Line

Typography

Values

Fonts

Web Elements

Our Customers

Colors

Mobile Elemnets

Our Solution

Images

Copy Blocks

Flow Wave Icons

05

Conclusion

Resources

Brand Messaging

“People don’t buy what you do they buy why you do it.”

- Simon Sinek

Corporate Messaging

Vison & Mission | Who We Are & Tag line | Values | Company | Customers | Solution | Copy

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Alfresco Brand

Our Vision & Mission

Our Vision We make business flow faster, more seamlessly, and more intelligently—so that content finds users when and where they need it, processes directly improve outcomes, and organizations achieve more than they ever thought possible.

Our Mission We strive to create a better, more effortless way to unite people with the information and processes they need to continuously adapt, share, and achieve.

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Alfresco Brand

Who We Are & Tagline

Who We Are Alfresco is an enterprise open-source software company focused on advancing the flow of digital business.

Tagline make business flow

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Alfresco Brand

Values & Personality Traits

Because we value achievment

Because we value transparency

We are empowering

We are open

We define achievement as continually sharing, collaborating, and improving. We strive to empower our employees, partners, and customers to do just that.

Openness is at our core, in the name of our company and in our founding principles. We’re open with each other and transparent in how we operate.

Because we value passion

We are driven

Our passion to disrupt old ways of thinking drives us to question the existing and imagine the next. We’re smart about asking the right questions and coming up with better solutions.

Because we value commitment

Because we value empathy

We’re deeply committed to each other and to the customers we serve. In our diligence, we focus intently on getting the job done to the highest possible standard.

We’re made up of diverse people, and we feel empathy for each person’s unique perspective.

Working together, supporting each other, and making each other better are at the heart of everything we do.

We are diligent

We are respectful

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Who We Serve

01

Alfresco Brand

Our Customers

Our customers are global organizations in highly regulated industries who seek solutions to increase their responsiveness, customer focus, and competitive advantage. partners, and customers to do just that.

What They Need Our customers need solutions that make it simple to engage with content, seamless to participate in key business processes and easy to adapt to changing business information needs.

The key industries we serve include: Government agencies that need to provide essential services with greater speed and efficiency, and: • Contend with an explosion in the amount of information created through digital channels • Meet government mandates to digitally manage documents and records • Address a new focus on information-sharing and collaboration • Lower TCO from outdated and redundant systems and technology platforms • Improve operational efficiencies by updating work processes • Protect against privacy violations and data breaches • Avoid substantial fines and penalties for discovery failures (in civil or administrative cases) or criminal sanctions for obstruction of justice (in government investigations) • Respond appropriately to FOIA requests, congressional inquiries, etc.

Healthcare companies that need to deliver a higher quality of care and better outcomes, and: • Consolidate data from multiple systems so that there is a single record, cradle-to-grave, for every patient, in which any type of file can be accessed and viewed • Reorganize patient data around the patient, not the system it’s stored in • Improve clinical collaboration; join up care so that all providers have access to the latest information about every patient • Demonstrate “Meaningful Use” Meaningful Use of Electronic Health Records (EHR) • Streamline workflows and automate repetitive processes

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Alfresco Brand

Our Customer Challenges

Key Customer Challenges The primary challenge our customers face is making information seamlessly accessible to the people who need it and available for the processes that require it. Additionally, our customers are challenged by:

1 2 3

User and customer demands for immediacy and transparency.

In a digital world, workers must be able to instantly access, share, and act on information. At the same time, businesses need visibility into their data—who accesses it and what they do with it.

Requirements to provide access but also secure information.

Every business has to contend with the tension between making information instantly accessible and keeping it secure. Highly regulated industries like government, healthcare, and finance have the additional burden of exceptionally high standards of security and compliance.

Business mandates to improve efficiency and productivity.

Businesses are under pressure to do more with less. When work is digital, that translates to creating the most efficient processes possible for surfacing, sharing, routing, and iterating around content.

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What We Deliver

01

Alfresco Brand

Our Solution

Alfresco provides the most flexible, scalable, and open platform that intelligently activates content and processes, delivering the fastest path for people to interact with information and for companies to respond to changing business needs.

How We’re Different (Key Messages) Unlike other solutions that don’t have enterprise scale and security, can’t quickly adapt to business changes, and require extensive IT support, the Alfresco platform:

1 2 3

Is the easiest to deploy and use and the fastest to deliver value.

Alfresco solutions are built on the most advanced open source foundation, giving our customers complete deployment flexibility, faster time to value, and the ability to continuously adapt to business and technology changes.

Solves complex problems for the largest organizations in the world.

From document management to case management to information governance, Alfresco helps organizations build tailored, enterprise-class solutions that make it effortless to use, share, and integrate content with the flow of business. And we guarantee their success with our commitment to world-class support and services.

Understands how to put information to work.

By focusing on users and their work streams, the Alfresco platform is able to intelligently activate content and processes based on who someone is, what they’re working on, who they’re working with, and what they’re trying to accomplish. It’s about the right information finding the right users, not the other way around.

Why It’s Important In a world where data is exploding and employees and customers expect work to be digital, businesses need to reinvent themselves. It’s more important than ever to empower users by connecting them with the right content at the right time in the right way. Alfresco helps organizations create intelligent, seamless processes that advance the way business gets done.

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Alfresco Brand

Copy Blocks

25 Word Alfresco provides a better, more effortless way to work by delivering the fastest path for people to interact with—and act on—the information that drives their business.

50 Word Alfresco provides a better, more effortless way for people to work by making sure they have the information they need, exactly when they need it most.

Our open platform is the most flexible and scalable on the market, delivering the fastest path for people to interact with, and act on, the information that drives their business.

100 Word Alfresco provides a better, more effortless way for people to work by making sure they have the information they need, exactly when they need it most.

Our open platform is the most flexible and scalable on the market, delivering the fastest path for people to interact with, and act on, the information that drives their business. By focusing on users and what they need to accomplish, we help the largest, most complex organizations build solutions where content finds users when and where they are, processes dynamically adapt to changing business needs, and the organization as a whole is more responsive and competitive.

Our Voice

“Branding is the art of differentiation.�

- David Brier

Tone of Voice

Tone of Voice | Terminology

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Tone of Voice

Overview & Guide

Tone of Voice Our tone of voice is used to guide our verbal expression. And it’s not just about how we speak; it’s also about how we make you feel. Our tone has the following attributes:

1 2 3

Our voice is SMART. It inspires CONFIDENCE. What we do is extremely complex, but we make it simple, with a very smart approach. We work with important global enterprises.

We solve diverse challenges. We support high-stakes endeavors. As a result, we speak with intelligence and authority. We know what we’re doing, and we convey that confidence in our communication.

Our voice is PASSIONATE. It inspires BELIEF. Whether we’re helping doctors deliver better care at hospitals, speeding the implementation of government programs, or making it easier for businesses to get products to market, what we’re doing matters. As a result, we speak with passion. We believe in what we’re doing, and our voice has the energy to show it.

Our voice is OPEN. It inspires CONNECTION. We listen. We’re inquisitive. And we engage. That means we value the perspectives, beliefs, and feelings of others. We build connections with influencers and customers, working together to achieve great things. We take responsibility for driving the community forward. And we never forget to balance our open-source roots with the people whose livelihoods we support.

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Terminology

02

The new positioning requires a complete shift in the terminology we use.

FROM

TO

company

ECM + BPM

Flow of digital business

one word

Simple, smart and open

Flow

one line

Connecting people, content and processes

Unite people with the information and processes they need

promise

Accelerate digital transformation

A better, more effortless way to work

value prop

Create efficient connected processes that present content in context

Intelligently activate content and processes

audience

Developers

Digitally-driven organizations

What we do:

Why we do it:

Lead the convergence of ECM and BPM

Help companies and their people achieve more

how

Create efficient connected processes that present content in context

By delivering the fastest path for people to interact with information and for companies to respond to changing business needs

marketing

Products

Impact

emotion

Trust

Empowerment

Tone of Voice

Terminology

pov

Brand Visual Identity

“Strong brands opens hearts — and wallets” - Laura Busche

Visual Style

Logo | Tag line | Fonts | Colors | Images | Flow Wave | Icons

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Visual Style

Logo

Main Logo

This is the Alfresco full color logo. This a registered trademark and should be the primary asset used to represent our company in all internal and external collateral.

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Visual Style

Logo Padding & Sizing Spacing Off of Flower Icon

Minimum Height 20px

This is the standard sizing and spacing criteria for the main logo. The logo should never be scaled smaller than 20 px in height. There should always be spacing of at least an “A� from any other asset; whether that be from copy, an image, a border, etc. Spacing should always be made based on the outer most dimensions of the logo. Whenever scaling this logo never alter the aspect ratio; meaning do not stretch, squish or rotate the logo.

Locked Ratio

Minimum Width 73.6px

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Visual Style

Logo Variations Gray Logo

Always default to using the full color version of the logo, however depending on printing requirements or background colors you may need to use other versions of the logo for readability. All of these options are approved versions of the original logo.

Use the ‘grayscale logo’ on any documents that will be printed in black and white. Use either of the ‘one-color logos’ whenever one-color or two-color printing is required.

Reversed White Logo

Grayscale Logo

Logo One-Color White

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Visual Style

Logo Don’ts

These are a few examples of how the logo should not be used or manipulated. Do not change the size, placement, spacing or color of the Alfresco Flower or the word Alfresco. Also, please do not use word Alfresco by itself without the flower. The standard logo includes the Alfresco Flower the word Alfresco and the registered trademark symbol. If ever in doubt please refer back to the Logo page of this document.

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Visual Style

Logo Icon & Explaination

This is the full color Alfresco Flower icon. It was created to represent a fresh outdoor landscape. The orange petals represent the sun, the green petals represent the grass, and the blue petals represent the sky.

These three sections of the Alfresco Flower are the inspiration for the brand color palette.

Main Icon Icon Meaning

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Visual Style

Logo Icon Padding Minimum Height 20px

This is the standard sizing and spacing criteria for the Alfresco Flower icon. This icon should never be scaled smaller than 20 px in height. There should always be spacing of at least an “A� from any other asset; whether that be from copy, an image, a border, etc. Whenever scaling this icon never alter the aspect ratio; meaning do not stretch, squish or rotate the icon.

Locked Ratio

Minimum Height 20px

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Visual Style

Logo Icon Variations Grayscale Icon

Icon on Colored Background

Always default to using the full color version of the icon, however depending on printing requirements you may be required to use other versions of this icon. All of these options are approved versions.

However, because the icon has a white stroke around it, it can be used on any background no matter the color. Only use the other versions when when doing one-color or two-color printing.

Icon One-Color White

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Visual Style

Logo Icon Don’ts

These are a few examples of how the icon should not be used or manipulated. The Alfresco Flower should never be altered; that includes the petal colors, the stroke width and the stroke color. The icon should always be positioned with the orange petal on the top right and green petals on the bottom. If ever in doubt please refer back to the Icon page of this document.

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Visual Style

Tag Line

Main Tag line - Custom font design

This is the Alfresco company tag line. This should be used as a secondary visual element to the main logo.

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Visual Style

Tag Line Padding & Sizing Minimum Height 7px

Locked Ratio

This is the standard sizing and spacing criteria for the Alfresco tag line. This tag line should never be scaled smaller than 7 px in height. There should always be spacing of at least a “m� from any other asset; whether that be from copy, an image, a border etc. Whenever scaling the tag line never alter the aspect ratio; meaning do not stretch, squish or rotate.

Minimum Width 94px

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Visual Style

Tag Line Variations

Always default to using the Alfresco standard logo to represent the Alfresco brand.

However, the tag line can be used with or without the Alfresco logo. Whenever using the tag line with the Alfresco logo make sure you are using one of the approved versions of the Alfresco logo and tag line pairings shown here. All of these options are approved versions.

For darker background colors use the white logo and tag line options.

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Visual Style

Tag Line Don’ts

These are a few examples of how the tag line should not be used or manipulated.

The Alfresco tag line should never be altered; that includes the petal colors, the stroke width and the stroke color. Do not change the color, position or font of the tag line. Please note that typing the tag line is only acceptable in written copy. In all other cases use one of the approved variations.

If ever in doubt please refer back to the tag line page of this document.

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Visual Style

Fonts

These are the two approved Alfresco typefaces. Museo slab is Alfresco’s personality typeface and should only be used for headlines, titles, or to distinguish a certain set of text from another. Museo slab comes in a number of family options, but you should only use either Museo 700 or Museo 300. Museo 100 is allowed in certain situations that require a thinner font.

Helvetica Neue is Alfresco’s body typeface.

It should be used for any and all designed copy including subtitles, body copy, etc.

Helvetica Neue comes in a variety of families, but you should only use either Helvetica Neue Light or Helvetica Neue Bold.

Aa Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Museo Slab

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue

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Visual Style

Colors

This is the Alfresco color palette. There are three main Alfresco color groups, each with it’s own secondary color palette. Green is the primary Alfresco color, it should always be the first choice when choosing a color to represent Alfresco. Blue is the secondary Alfresco color which should be used after Alfresco green. Orange the tertiary Alfresco color and should be used for actions or to call out emphasis.

This color palette is in alignement with Google Material Design in order to create consistency with Alfresco product design.

Green

Blue

Orange

#8bc34a R:139 G:139 B:74 C:51 M:2 Y:94 K:0

#2196f3 R:33 G:150 B:243 C:71 M:34 Y:0 K:0

#ff9901 R:255 G:153 B:1 C:0 M:47 Y:100 K:0

Dark Green

Dark Blue

Dark Orange

#43a047 R:67 G:160 B:71 C:76 M:13 Y:100 K:1

#01579b R:1 G:87 B:155 C:98 M:72 Y:9 K:1

#e65100 R:230 G:81 B:0 C:5 M:83 Y:100 K:1

Jade Green

Aqua Blue

Gold Orange

#22be73 R:34 G:190 B:115 C:73 M:0 Y:76 K:0

#00bcd4 R:0 G:188 B:212 C:70 M:1 Y:16 K:0

#f2b20f R:242 G:178 B:15 C:5 M:32 Y:100 K:0

Pear Green

Baby Blue

Sunlight Orange

#cddc39 R:205 G:220 B:57 C:24 M:0 Y:94 K:0

#81d4fa R:129 G:212 B:250 C:34 M:1 Y:0 K:0

#ffd600 R:255 G:214 B:0 C:1 M:13 Y:100 K:0

Dark Gray

Harbor Gray

Silver Gray

#36373a R:54 G:55 B:58 C:71 M:64 Y:59 K:53

#e3e3e4 R:227 G:227 B:228 C:10 M:7 Y:7 K:0

#eef0f0 R:238 G:240 B:240 C:5 M:3 Y:3 K:0

Gray

Fog Gray

Silk Gray

White

#727174 R:114 G:113 B:116 C:57 M:49 Y:46 K:13

#e6e6ec R:230 G:230 B:236 C:8 M:7 Y:3 K:0

#f9f9f9 R:249 G:249 B:249 C:2 M:1 Y:1 K:0

#ffffff R:255 G:255 B:255 C:0 M:0 Y:0 K:0

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Visual Style

Brand & Product Color Alignment

To create a strong brand it is key for the handoff from marketing into the product line feel cohessive and align as much as possible. This helps create a more seemless experince for our users throughout their entire journey.

In order to help achieve this we recommend to align our three main colors accordingly. Please use your best judgment when trying to align these colors.

For example look for natural sections of content to apply the different colors.

Main color alignment between brand & product.

Content Services (ECM)

Process Services (BPM)

Actions / Emphasis

Blue

Green

Orange

#2196f3 R:33 G:150 B:243 C:71 M:34 Y:0 K:0

#8bc34a R:139 G:139 B:74 C:51 M:2 Y:94 K:0

#ff9901 R:255 G:153 B:1 C:0 M:47 Y:100 K:0

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Visual Style

Image Style

This is the Alfresco image style. Images should always be treated in this style and used to help support the content or concept being conveyed.

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Final Image

Visual Style

Image Style Treatment

Shape Mask Image Duplicate High Pass Filter: Blend Mode: Overlay Fill Shape Color Opacity: 20% Blend Mode: Multiply This is the process of how we create the Alfresco image style. These style steps were created using Adobe Products.

Original Image B/W Filter Contrast Filter: 47%

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Visual Style

Photogaphy Style Access to Content

Photography used in representation of Alfresco should fall into these categories: Access to Content, Collaboration, and Interaction Sets.

Access to Content photography style should depict a business professional using a device. This person can be in a variety of spaces but they should always be using a device to help assist them in their work. Photography should feel candid and always exclude images that show individuals looking directly at the camera.

A couple examples are shown here.

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Visual Style

Photography Style Collaboration

Photography used in representation of Alfresco should fall into these categories: Access to Content, Collaboration, and Interaction Sets.

Collaboration style photography can be in a variety of settings, but should always have two or more business professionals collaborating on a project or engaging in conversation with one another. Although no device is necessary in this set of photography, it is strongly recommended.

Photography should feel candid and always exclude images that show individuals looking directly at the camera. A couple examples are shown here.

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Visual Style

Photography Interaction Sets

Photography used in representation of Alfresco should fall into these categories: Access to Content, Collaboration, and Interaction Sets.

Interaction sets are a great way to create consistancy throughout a content experience. These are ideal because they allow you to gather a multitude of images that include the same group of individuals engaging in various activities. Interaction sets will often have Access to Content style and Collaboration style within as well.

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Visual Style

Flow Wave Styles

These are the Alfresco “Flow Wave” styles.

These are used to support the Alfresco tag line and company focus: “make business flow.” There are two different styles of Flow Waves: Bold and Subtle Styles.

Flow Wave - Bold Style

Flow Wave - Subtle Style

Use: Bold Style is to be used when making a strong statement supporting our corporate messaging tag line: “make business flow” and is the primary focal point.

Use: Subtle Style is to be used when wanting to hint the idea of our corporate messaging tag line “make business flow” but it is not the primary focal point.

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Visual Style

Flow Wave Bold 1 Green

Flow Wave Bold 1 Blue

Flow Wave Bold 1 Orange

Flow Wave Bold 2 Green

Flow Wave Bold 2 Blue

Flow Wave Bold 2 Orange

Flow Wave Bold Style

These are the different variations of the Flow Wave - Bold Style. There are two versions for each of the three main colors.

When using the Flow Wave - Bold Style it should always be used by itelf and on a white background to support content. Do not mix it with imagery or other graphic elements. For the Flow Wave always use the same color palette together do not mix the colors together.

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Flow Wave - Subtle 1 Green

Flow Wave - Subtle 1 Jade Green

Flow Wave - Subtle 1 Dark Green

Flow Wave - Subtle 2 Green

Flow Wave - Subtle 2 Jade Green

Flow Wave - Subtle 2 Dark Green

Visual Style

Flow Wave Subtle Style

These are the two different variations of the Flow Wave - Subtle Style. These can be used within each of three main color palettes: green, blue, and orange.

When using the Flow Wave - Subtle Style it should always be used over a color background. Do not mix it with imagery or other graphic elements. Always use the same color palette together do not mix the colors together. Example: if using Flow Wave - Subtle 1 Green, use other greens and not blue or orange.

Blue Color Palette

Orange Color Palette

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Icon Color Palette

Visual Style

Gray: #717174 Business Process Management Icon

Case Management Icon

Collaboration Icon

Compliance Icon

Content Management Icon

Business Process Management Filled Icon

Case Management Filled Icon

Collaboration Filled Icon

Compliance Filled Icon

Content Management Filled Icon

Icon Style

Gray Icons use on Light Background Examples:

These are examples of the Alfresco icon style. Each icon has a solid fill and an outlined version. Each icons may be used with gray or white. Use gray if icon is over a light background and use white is icon is over any color background.

White Icons use on Color Background Examples:

White: #ffffff

Digital Experience

“Start with Why!” - Simon Sinek

Visual Style

Fonts | Typography | Web Elements | Mobile Elements

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Digital Style

Fonts

These are the two approved Alfresco typefaces for web. Museo slab is Alfresco’s personality typeface and should only be used for headlines, titles, or to distinguish a certain set of text from another. Museo slab comes in a number of family options, but you should only use either Museo 700 or Museo 300.

Roboto should be used for any other copy on the website which includes subtitles, body copy, etc. Roboto comes in a variety of families, but the main two options that should be used for web are Roboto Regular or Roboto Bold.

Aa Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Museo Slab

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Roboto

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Digital Style

Headline Text

Headline Ratur sum endamet estota dolorio ribusandis por as dolore volor seque volorit, ipsam ex eum.

Headline Ratur sum endamet estota dolorio ribusandis por as dolore volor seque volorit, ipsam ex eum.

Headline

All Headline text should be in the font Museo slab. These are the different sizes of headline fonts that can be used.

H1 Font: Museo 700 Weight: 36 pt

H2 Font: Museo 700 Weight: 30 pt

Ratur sum endamet estota dolorio ribusandis por as dolore volor seque volorit, ipsam ex eum.

H3 Font: Museo 700 Weight: 24 pt

Headline Ratur sum endamet estota dolorio ribusandis por as dolore volor seque volorit, ipsam ex eum.

H4 Font: Museo 700 Weight: 18 pt

Headline Ratur sum endamet estota dolorio ribusandis por as dolore volor seque volorit, ipsam ex eum.

H5 Font: Museo 300 Weight: 24 pt

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Digital Style

Body Text

Ratur sum endamet estota dolorio ribusandis por as dolore volor seque volorit, ipsam ex eum.

Size: Normal Font: Roboto Regular Weight: 16 pt

Ratur sum endamet estota dolorio ribusandis por as dolore volor seque volorit, ipsam ex eum.

Size: X Small Font: Roboto Regular Weight: 13 pt

Ratur sum endamet estota dolorio ribusandis por as dolore volor seque volorit, ipsam ex eum.

Size: Small Font: Roboto Regular Weight: 14 pt

Ratur sum endamet estota dolorio ribusandis por as dolore volor seque

Size: Medium Font: Roboto Regular Weight: 18 pt

Ratur sum endamet estota dolorio ribusandis por as dolore

Size: Medium 2 Font: Roboto Regular Weight: 22 pt

Ratur sum endamet estota dolorio ribusandis por as

Size: Medium 3 Font: Roboto Regular Weight: 24 pt

Ratur sum endamet

Ratur sum endamet

Ratur sum endamet All body text for web should be Roboto Regular. These are the different sizes of body fonts that can be used.

Size: Large Font: Roboto Regular Weight: 30 pt Size: X Large Font: Roboto Regular Weight: 32 pt Size: XX Large Font: Roboto Regular Weight: 36 pt

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Digital Style

Inline Links

In-Line links should always be the same size and font as surrounding body copy.

Links should always be underlined and use one of the three main brand colors.

When choosing a link color, please match the corresponding palette of the section or page. Please note the specified color change for each rollover hover state.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna.

Natural State #ff9901

Natural State #8bc34a

Natural State #2196f3

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor i ncididunt ut labore et dolore magna.

Hover State #e65100

Hover State #43a047

Hover State #01579b

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Digital Style

Content Section Example

Headline Divider 1px

Body Copy

In-Line Link

Here is an example of how to use all the font styling guidelines to properly create a block of text. Please note that the headline and copy is separated by a 1px divider.

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Digital Style

Web Illustrations Shape Fill #eef0f0 Icon Fill Color per Section

Stroke: 1px #727174

Web illustrations are used to help support the explanation of a product or service.

Illustrations are always 500px x 500px @ 72dpi. Each illustration uses white and gray shapes to help convey the idea and then uses one of the Alfresco main colors to highlight a specific action to help call out the specific concept. A couple examples are shown here.

Grounded Shapes Add Drop Shadow

Flat Illustration Style

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Digital Style

Web Animtations Frame 1

Web animations are the same as Web illustrations but they are animated. All animations should be acompanied by a static web illustration as backup in case an animation does not load. Animations should be simple and only used to help support the concept being conveyed. An animation storyboard example is shown here.

Frame 2

Frame 4

Frame 3

Frame 5

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Main Buttons

04

Digital Style

Button Styles

Fill: #ff9901 Stroke: 1px Color: #e65100

Button Museo Medium Color: #ffffff Fill: #8bc34a Stroke: 1px Color: #43a047

Button Museo Medium Color: #ffffff Fill: #2196f3 Stroke: 1px Color: #01579b

Button Museo Medium Color: #ffffff

There are two sets of button styles, filled and outlined. Always use the main color buttons first. If readability is an issue then use the secondary buttons.

Main Buttons Hover

Stroke: 1px Color: #ff9901

Button Museo Medium Color: #ff9901

Stroke: 1px Color: #8bc34a

Button Museo Medium Color: #8bc34a Stroke: 1px Color: #2196f3

Button Museo Medium Color: #2196f3

Secondary Buttons Fill: #e65100 Stroke: 1px Color: #c04400

Button Museo Medium Color: #ffffff Fill: #43a047 Stroke: 1px Color: #056219

Button Museo Medium Color: #ffffff Fill: #01579b Stroke: 1px Color: #002e82

Button Museo Medium Color: #ffffff

Secondary Buttons Hover

Stroke: 1px Color: #e65100

Button Museo Medium Color: #e65100

Stroke: 1px Color: #43a047

Button Museo Medium Color: #43a047 Stroke: 1px Color: #01579b

Button Museo Medium Color: #01579b

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Fill HEX: #ffffff Stroke: 1 px HEX: # e3e3e4

Digital Style

Card Style

Drop Shadow: Multiply Opacity: 35% Angle: 90 Distance 3px Size: 4px

Fill HEX: #eef0f0

Action

Here is an example of the card style. All cards are white with a 1px stroke and an outer shadow. All cards, no matter the size should always float on top of a gray filled background. These styles pull inspiration from Google Material Design.

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Drop down action area

04

Selection notification

Digital Style

Drop down hover state Underline Fill Color: #2196f3

Menu Style Multi-selection toggles Fill Hex: #ffffff Stroke: 1px Hex: #e3e3e4 Drop Shadow: Multiply Hex: #000000 Opacity: 35% Angle: 90 Distance 3px Size: 4px

Here is an example and breakdown of a website menu. These styles pull inspiration from Google Material Design.

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Link action area

04

Drop down hover state Underline Fill Color: #2196f3

Digital Style

Navigation Style

Fill HEX: #ffffff

Stroke: 1px Hex: #e6e6ec

Stroke: 1px Hex: #e6e6ec Drop Shadow: Multiply Hex: #000000 Opacity: 35% Angle: 90 Distance 8px Size: 9px

Here is an example and breakdown of the main website navigation.

Fill HEX: #eef0f0 Stroke: 1px Hex: #e6e6ec

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Table Header Sub-Category #727174

Digital Style

Table Style

Table Background #ffffff

Stroke: 1px #e3e3e4

Divder Background #eef0f0

Divider Stroke: 1px #e3e3e4

Table Header Color Options #8bc34a

All tables should follow the Alfresco color palette. To make each row easier to read, please make every other row light gray.

There should always be a stroke around each table to distinguish it from the background.

#2196f3

#ff9901

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Form Digital Style

Form Style

Form Field Stroke 1px #e3e3e4

Form Header

Form Field* Form Field* Form Field*

Form Field Text Roboto Regular

Stroke 1px #e3e3e4

Form Field* Form Field* Form Field*

Button *Required Field

Styled Green Button

Alfresco respects your privacy

Form Background #ffffff

Form Header Color Options #8bc34a All forms should follow the Alfresco color palette. Please follow the standard card styling for all form backgrounds as well as standard button styling for all buttons used within a form. Please note that the button should follow same color as the form header and other styling.

#2196f3

#ff9901

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Digital Style

Web Tool Icons Style

Close Icon

These are examples of the Alfresco web icon style. These are simple outlined icons that help represent basic web menu functions.

Menu Icon

Search Icon

Email Icon

Language Icon

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Card Normal State not touching device

Digital Style

Mobile Card Style

Here is an example of how a card style looks on a mobile device.

Card Touch State touch card

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Dropdown Normal State menu closed

Dropdown Open State item touched to open menu

Digital Style

Mobile Menu Style

Dropdown Selected State item selected

Here is an example of how a menu looks on a mobile device.

Dropdown Notification State clicked out of menu, selection notification

Dropdown Touch / Click State item touched showing action

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Mobile Normal State not touching menu

Digital Style

Mobile Navigation Style

Here is an example of the navigation looks on a mobile device.

Mobile Open State touched hamburger menu to open

Mobile Dropdown State touched menu item to open dropdown

Conclusion

“Unify. Simplify. Amplify.”

- Ken Cartone

Resources

Why Alfresco | Resources

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Conclusion

Why Alfresco

Our Vision We make business flow faster, more seamlessly, and more intelligently—so that content finds users when and where they need it, processes directly improve outcomes, and organizations achieve more than they ever thought possible.

Our Mission We strive to create a better, more effortless way to unite people with the information and processes they need to continuously adapt, share, and achieve.

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Conclusion

Brand Asset Library

Visit the Brand Asset Library

The Brand Asset Library on Alfresco TS is an internal resource that has images, icons, logos etc. that were discussed in this guide. Please visit this site for more information or to gather any necessary brand assets.

© 2017 Alfresco Software, Inc. All Rights Reserved.