Avocor Brand Guidelines 2024

Brand Guidelines

These brand guidelines are the foundation for the Avocor look, feel, voice and tone.

Our identity consists of carefully selected elements to embrace the essence of our brand, making it more memorable and recognizable.

Our brand is at the heart of every interaction we have, it signifies who we are and what we do, and we are excited for you to be part of that journey with us.

Please use these guidelines to ensure brand consistency in messaging, materials and messaging created for and on behalf of Avocor.

Table of Contents

1. Voice & Tone

i. Welcome to Avocor

ii. Brand Vision/Brand Mission

iii. Brand Personality

iiii. Brand Values

2. Visual Mark

i. Brand Identity Overview

ii. Trademark Information

iii. Brand Logo usage

iiii. Brand Logo Variations

iiiii. Incorrect Logo Usage

iiiiii. Wordmark Logos

iiiiiii. Exclusion Zone

iiiiiiii. Additional Logos

iiiiiiiii. Avocor Series Logos

iiiiiiiiii. Our tagline

iiiiiiiiiii. Primary Typeface

iiiiiiiiiiii. Secondary Typeface

iiiiiiiiiiiii. Color / Brand Palette

iiiiiiiiiiiiii. Avocor Gradient

iiiiiiiiiiiiiii. Iconography

3. Assets

i. Product Overview

ii. Product Photography

iiii. Lifestyle Photography

iiiii. Advertising Overview

iiiiii. Social Media/Web Adverts

iiiiiii. HTML Email Template

iiiiiiii. Apparel / Branded Merchandise

4. Internal Branding

i. Business Cards

ii. Email Signatures

iii. Company Slide Deck

iiii. Company Letterhead

iiiii. Employee Headshots

1. Voice & Tone

1. Welcome to Avocor

Avocor is a leading provider of communication and collaboration solutions, designed to bring people together in the simplest way. Whether in-person or remotely, our solutions are designed to encourage connection and inspire collaboration in the most efficient and effective way.

Brand Vision:

To continually push the boundaries of technology by creating solutions that are considered future forward, market changing and best serve the needs of our customers.

Brand Mission:

By assessing market needs and requirements, we create solutions that enable customer success by changing the way people think about technology.

Our cutting-edge products embody the pinnacle of technological advancement, yet our communication style is far from complicated and cold.

Adopting a relaxed yet informative tone, we steer clear of unnecessary jargon, prioritize clarity over complexity, and excel in concise and impactful written and visual communication (embracing the philosophy that less is truly more).

Welcoming and genuine, our approach exudes warmth, occasionally infused with humour, and allows our passion for our work to shine through in every creation.

Voice & Tone

Brand Personality

We are Innovative

At Avocor; innovation isn’t a buzzword; it’s the essence of who we are, propelling us forward as trailblazers in our industry.

We are Market Leading

At Avocor, we embody the spirit of market leadership, consistently setting the standard for excellence in every facet of our operations.

We are Customer Centric

At Avocor, we believe that every customer interaction is an opportunity to create a positive and memorable experience.

2. Visual Mark

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Avocor is a registered trademark of Avocor LLC and its affiliates in the United States and/or other countries.

Our brand are the intellectual property of Avocor and considered a valuable assets to our ongoing success.

To preserve and protect our brand equity, it is essential all elements of our brand are used properly.

You may reference Avocor’s products, solutions and services using the Avocor trademarks, so long as such references are:

1. Truthful, fair and not misleading

2. Comply with these Guidelines, which may be modified from time to time by Avocor at its sole discretion.

The Avocor trademark and brand should never be used in a way that could cause anyone to wrongly believe that your products or services are offered, endorsed or sponsored by Avocor or any of its subsidiaries.

Visual Mark

1. Avocor on its own can be used

2. Avocor with the tagline ‘Connection through Collaboration.’

3. Please ensure that the C’s of Connection and Collaboration are captalized

The ways in which these can be used at the discretion of the designer and the specific material being created. It should be placed on a white (or light) background whenever possible.

1.

2.

Visual Mark

Brand Logo Variations

2. 1.

1. Primary logo

This is our primary logo and is to be used on most occasions.

2. Primary logo with tagline

3. Secondary logo

The secondary logo is to be used only when the primary logo conflicts with the designed collateral.

2. Secondary logo with tagline

4. 3.

Visual Mark

Incorrect Logo Usage

1. Don’t stretch or squeeze the logo to distort proportions.

2. Don’t change the logo colours

3. Don’t change the logo’s orientation.

4. Don’t increase the size of any of the logo

5. Don’t put a white box around the logo when placed on a darker busy background.

6. Don’t add “drop shadow” effects to the logo.

7. Don’t outline the logo.

8. Don’t change the opacity of logo.

9. Don’t add “outer glow’ effects.

Visual Mark

Wordmark Logos

Avocor’s wordmark logos can be used to enhance layouts, to highlight a point of interest or call out specific elements such as the Avocor website.

The Avocor wordmark can also be used without the ‘AV’ in the center to create patterns or to introduce a graphical element to a layout.

Visual Mark

Exclusion Zone

Please ensure that the logo has clear space around it, free of any type, imagery or graphics. This is known as the exclusion zone.

The size of this area varies depending on the size of your finished format.

Measure the size of the ‘a’ in the Avocor logo as illustrated, no matter what size it is on your display (as long as it is not smaller than the minimum size required by these guidelines).

Visual Mark

Additional Logos

Avocor has a number of additional logos that serve as valuable extensions of our primary brand mark, promoting our partnership with industry brands.

Google Meet Partnership Lock-up logo

Rise Vision Partnership Lock-up logo

Logitech/CollabTouch Partnership logo

Visual Mark

Avocor Series Logos

Avocor’s product series logos enhance our brand identity.

These specialized logos are designed to represent distinct product lines, offering a tailored visual narrative that aligns with our overarching brand image.

It is imperative to maintain a consistent design language across all product series logos, ensuring coherence and reinforcing the brand’s overall aesthetic.

Please see examples of our product logos.

Visual Mark

Our Tagline

Our company tagline stands as a succinct and impactful expression of our brand essence, encapsulating the values and aspirations that define our organization. In our brand guidelines, we emphasize the strategic importance of consistently incorporating and showcasing our tagline across all communication channels.

The tagline serves as a powerful tool for conveying our unique value proposition, fostering brand recall, and establishing an emotional connection with our audience.

It is imperative to present the tagline in the designated font, color (black or white only), and size, ensuring visibility and legibility in various contexts.

Whether in marketing materials, digital platforms, or any other brand collateral, the tagline should resonate with clarity and resonance. By adhering to these guidelines, we not only reinforce our brand message but also instil a sense of coherence and purpose that strengthens our overall brand identity

Visual Mark

Primary Typeface

Lato is a humanist sans-serif typeface designed by Łukasz Dziedzic. It was released in 2010. The name “Lato” is Polish for “summer”. It should be used in headline and body copy.

Lato is normally available on both Mac and Windows system fonts

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Lato Black

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Lato Bold

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Lato Regular

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Lato Light

Visual Mark

Secondary Typface

Century Gothic is a digital sans-serif typeface in the geometric style, released by Monotype Imaging in 1991. It is a redrawn version of Monotype’s own Twentieth Century, a copy of Bauer’s Futura, to match the widths of ITC Avant Garde Gothic. It should be used in headline and body copy Only if Lato is unavailable.

Century Gothic is normally available as a Windows system font, or can be downloaded via Adobe fonts.

Century Gothic

Aa

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Gothic Bold

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Gothic Regular

Visual Mark

Color / Brand Palette

Our company’s color palette serves as a dynamic and cohesive visual identity, embodying the essence of our brand.

Consisting of carefully selected hues, each color plays a strategic role in conveying our core values and fostering a sense of connection with our audience.

Avocor Blue

Pantone

Avocor Magenta

Magenta

Avocor Magenta 80% Tint

Avocor Magenta 40% Tint

Avocor Cyan 80% Tint

Avocor Cyan 80% Tint

Visual Mark

Avocor Gradient

Often used as a breaker line, base line, or even used for icons. Colour blend from Avocor Blue to Avocor Magenta.

Examples

Visual Mark

Iconography

Avocor uses icons to communicate key features of our solutions. Our full range of icons can be found to the right.

Please note that icons should only be shown in black or white

Please see examples of our icons.

3. Assets

Overview

Photography is a crucial element in conveying the essence and identity of our brand.

Through consistent visual storytelling, we aim to create a compelling narrative that resonates with our audience.

When capturing images for our brand, prioritize authenticity, diversity, and inclusivity.

Embrace natural lighting whenever possible and maintain a cohesive color palette that aligns with our brand identity, ensuring a harmonious visual language across all platforms.

Consistency in style and tone across all visual content will reinforce our brand presence, leaving a lasting and positive impression on our audience.

Assets

Product Photography

When possible, we use hyper-realistic 3D renderings. This gives us maximum control over lighting and camera angle. Products are positioned in a way that best fills the page layout.

Lighting should be consistent across all product photos and ensure that a product’s various surfaces and textures are clearly identifiable. No shadows or reflections should be cast on the white background.

Purpose: To create a dynamic and intriguing image that grabs attention.

Angles: Front or Profile, ¾ View, (depending on product shape/features).

1. Hero Image

2. Full Image

Purpose: To show a product’s form in a simple and confident way.

Angles: Front, Profile, Top Down and Back.

Assets

Lifestyle

Photography

Lifestyle photography portrays the positive, emotional benefit of the interaction with Avocor products, such as inspiration, confidence, joy and human connection.

Bright, natural photography takes these moments and makes them feel authentic and relatable. The photography should capture a moment that feels genuine, candid and positive.

As a rule images should showcase accents of the Avocor Magenta and Avocor Blue.

Assets

Advertising Overview

Ad layouts allow us to directly engage our customers in a consistently branded, controlled visual setting.

Lifestyle images should always be the featured, “hero” image of the layout, and never used as a thumbnail or secondary image.

Usage of the pink and blue used throughout advert, either as the color bar or overlayed tints

Assets

Social Media/Web Adverts

Social media networks vary in terms of how ads are displayed. The following should be considered when designing social media ads. Keep the consistency using the Avocor Magenta and Blue within the imagery.

Here are examples of our social media imagery and adverts.

Hero Image (600px x 320px)

Assets

HTML Email Template

The Avocor email marketing template follows the same basic visual attributes of the brand’s ad layouts except for typography.

Lato Bold, Semi Bold and Regular weights are used in a variety of sizes to match the Futura type hierarchy as shown here.

Email marketing layouts are designed by the Avocor Marketing Team. HTML-based emails are also sent out via Avocors’ marketing automation platform HubSpot.

Lato Semi Bold 29 pt

Lato Regular 15 pt (50 words max)

Lato Semi Bold 29 pt

Lato Regular 15 pt (50 words max)

Lato Semi Bold 29 pt

Image boxes (250.5px x (196px)

Lato Bold 15 pt

Lato Regular 13 pt (18 words max)

(HEX: eaf0f6)

Headline

Assets

Apparel / Branded Merchandise

Our T-Shirts and Polo shirts are generally in black with the Avocor logo placement on the left hand side. On some occasions we allow the T-shirts and Polos to be Avocor Magenta or Avocor Blue.

See other options of Merchandise. Very simple, printed on black with the white Avocor logo with no TM.

4. Internal Branding

Front. Back.

Internal Branding

Email Signature

Emails are one of our primary ways to communicate at Avocor. It is therefore important that we deliver uniformity to our emails.

Please ensure that your email signature is set up like the image to the right.

Internal Branding

Company Slide Deck

See examples of slide decks to the right.

1. Opening slide

2. Product slide

3. Statement slide

4. Title page slide

Internal Branding

Company Letterhead

The corporate letterhead is available as a Word file or a PDF with the logo and typeset footer embedded.

The body font is set to Lato Light to match the style of other corporate materials.

Date Recipient Name Address

Date Recipient Name Address

Dear Recipient,

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Atatecus maionest quodist, eaque laut ius ad ut ipsa conem esequae nectius apeliquas utas mo quaspiet aut hil ea pore eos autam que quas et ma dendis vel mos sit eos voluptatum ut verit alit magnam faccum ut estionsed et andia cus excepud aeperibus de lacepta tinvene nis ernat etum sus expedionse volorum num eic tem evel mod eveniendam lam quatquo id ut laborum qui aut re, tem que nobisi aut ad quibusdam harum im nonem conet, sectectoriae venecae. Ut iuscime la sintoribus volupti doluptat.

Aximpor simentumque conserrum rehent fugitatquas etur, eos vellaut volentorem volentor alias moluptium nesciisquam aria velique volora nihictem aut in re nonserupta velecesti intisquodit, temquae secepe laut as magnate dolorias ditae naturitatur, nonsequiam at. Pudis aut dia accus debit volupie nitatem. Lorunt auta con eos in eseque autente mporem aut laborem ium illa sequian ducitias velitatis iliquib uscius rere volupta tissequi autat.

Kind regards, Senders Name

Dear Recipient,

Am vel magnis maximil excerae volupta turepe sumqui consediti sus, qui beaque cullaut lam fugia dolut alibus, officid eumque si nossunt iur rem simil moles molo iduntinum qui ne ra vel incil inti verspit quas quis serum voloreped quia dolorup tiostiam quaepud anihilit que intus est pre nim facipsae num quibeaquiaes nonsequi comnihi llabo. Is exere et eatque inis accus sam num quamus re pe lit la vollis enimporum idel et alibusdam lab ipsumquas ea num iumquam et, quod utem aut volore, sitatur.

Atatecus maionest quodist, eaque laut ius ad ut ipsa conem esequae nectius apeliquas utas mo quaspiet aut hil ea pore eos autam que quas et ma dendis vel mos sit eos voluptatum ut verit alit magnam faccum ut estionsed et andia cus excepud aeperibus de lacepta tinvene nis ernat etum sus expedionse volorum num eic tem evel mod eveniendam lam quatquo id ut laborum qui aut re, tem que nobisi aut ad quibusdam harum im nonem conet, sectectoriae venecae. Ut iuscime la sintoribus volupti doluptat.

Aximpor simentumque conserrum rehent fugitatquas etur, eos vellaut volentorem volentor alias moluptium nesciisquam aria velique volora nihictem aut in re nonserupta velecesti intisquodit, temquae secepe laut as magnate dolorias ditae naturitatur, nonsequiam at. Pudis aut dia accus debit volupie nitatem. Lorunt auta con eos in eseque autente mporem aut laborem ium illa sequian ducitias velitatis iliquib uscius rere volupta tissequi autat.

Kind regards,

Senders Name

ad ut ipsa conem esequae nectius apeliquas utas mo quaspiet aut hil ea pore eos autam que quas et ma dendis vel mos sit eos voluptatum ut verit alit magnam faccum ut estionsed et andia cus excepud aeperibus de lacepta tinvene nis ernat etum sus expedionse volorum num eic tem evel mod eveniendam lam quatquo id ut laborum qui aut re, tem que nobisi aut ad quibusdam harum im nonem conet, sectectoriae venecae. Ut iuscime la sintoribus volupti doluptat. Aximpor simentumque conserrum rehent fugitatquas etur, eos vellaut volentorem volentor alias moluptium nesciisquam aria velique volora nihictem aut in re nonserupta velecesti intisquodit, temquae secepe laut as magnate dolorias ditae naturitatur, nonsequiam at. Pudis aut dia accus debit volupie nitatem. Lorunt auta con eos in eseque autente mporem aut laborem ium illa sequian ducitias velitatis iliquib uscius rere volupta tissequi autat.

Kind regards,

Senders Name

Internal Branding

Employee Headshots

Headshots help the world “meet” our team.

The minimum resolution is 660px x 825px (8x10 aspect ratio). 234

Send RAW and/or JPEG files to Avocor Marketing for touchup and finishing prior to publication/distribution.

660 x 825 px (8x10 Aspect Ratio)