Automation Logic Brand Guidelines

Automation Logic Brand Book

Introduction

Brand Positioning

Better business through automation Automation Logic is a leading professional services consultancy helping organisations to embrace humanfriendly automation and achieve their creative potential.

We deliver Cloud, Automation and DevOps solutions and we advocate the strategic adoption of automation as the foundation for prosperity in the digital age.

As individuals and as a team, we value curiosity, humility, integrity and collaboration above all, and we exist to deliver better business through automation.

Our Brand

Brand Values

Curiosity —

Humility —

Curiosity shapes our understanding of the world.

As individuals it inspires us to question everything we know until we find a solution or work out a better one.

As a team it drives us forward, pushing us to innovate and keep ahead of accepted norms, maximising the positive disruption delivered through automation.

Curiosity spurs our enthusiasm and dedication to our work, keeping our approach instinctive and human.

We are proud to be subject matter experts in our field, valuing our expertise without ego.

Confidence in our abilities is always balanced with an understanding of the responsibility we have as digital innovators and engineers.

We are cognisant of the future impact of automation on society and strive to be the educators and navigators of this new age.

Staying open to new ideas and different points of view is key to this aspiration.

Traits

Traits

Questioning

Patient

Diligent

Respectful

Creative

Considerate

Always learning

Pride without ego

Integrity —

Collaboration —

We are committed to delivering better business through automation and we are invested in the sustainable prosperity of our clients. We believe in open, honest and mutually beneficial partnerships that are built around trust, knowledge sharing and giving/receiving the right advice. We never compromise for short-term fixes. We prefer to speak up at the right time and enlighten clients to the best and most sustainable solution.

We are engineers, consultants, strategists and evangelists for automation. Together, we combine skills to create joined-up strategies for our clients based on a clear understanding of their business.

Our aim is to become a trusted and valued extension of their team, sharing knowledge and showing initiative at every stage. We thrive in collaboration and actively seek out partners and suppliers who share the same values.

Traits

Traits

Honest

Teamwork

Meticulous

Insight

Principled

Empathy

Never breaking our promise

Committed to each other and our values

Logo

Logo

Primary logo The primary logo consists of the logomark, the company name and the tagline.

Logo

Logomark The logomark should be used when space is limited or less suited to the primary logo.

Social Media

Social media The logomark should be used when space is limited or less suited to the primary logo.

Favicon

Exclusion Zones A space the size of the logomark should be used as an exclusion zone around the perimeter of the logo.

50mm

30mm

3mm

Minimum sizes The smallest the primary logo should be used is 50mm.

If the logo needs to be used even smaller, there is an alternative version that specifically for small sizes that removes the strapline. This should not be used smaller than 30mm wide.

Typography

Typography

Post Grotesk Post Grotesk is a contemporary sans serif typeface.

It provides great legibility without being impersonal.

It should be used in light, regular and bold.

Aa

Post Grotesk Light

abcdefghijklmnopqrstuvwxyz Post Grotesk Regular

abcdefghijklmnopqrstuvwxyz

aBb Post Grotesk Bold

abcdefghijklmnopqrstuvwxyz

Typography

Post Grotesk examples

Better business through automation. unparalleled experience in large scale service automation projects

Data centre automation Services — Strategy & Planning — Implementation — Support and Maintenance

Abc 123

Automation Logic is a leading European professional services firm providing consultancy and support to large enterprises in the field of data centre automation. automationlogic.com

DevOps Academy

Typography

Arial Arial is a system font that should be used whenever Post Grotesk is not available.

AaB

Arial Regular

abcdefghijklmnopqrstuvwxyz Arial Bold

abcdefghijklmnopqrstuvwxyz

Bb

Colour

Colour

Bold & simple We use a limited colour palette to create strong brand recognition.

Dark grey provides a wamer alternative to black, whilst orange is used alongside these as an accent colour to add contrast and vibrancy. Finally light grey provides an extra mid tone for balance when needed. For printed items, an off white stock is used.

Further colour is only added to the brand through photography.

Dark grey

PMS CMYK RGB Hex

447 0 0 0 93 55 58 54 #373a36

White

CMYK RGB Hex

0 0 0 0 255 255 255 #ffffff

Orange

PMS CMYK RGB Hex

144 0 41 100 7 237 139 0 #ed8b00

Light Grey

PMS CMYK RGB Hex

144 0 0 0 20 216 218 217 #d8dad9

Off white (Paper stock)

Pattern

Pattern

Connecting the dots A dotted pattern reveals the Automation Logic logo when three dots are connected together.

This subtle cue references the inquisitive and curious nature of the company. The pattern can be used in place of photography whenever a more discreet option is needed.

Photography

Photography

Calm & open Brand photography is focused on big expanses of colour found within nature. Big images of the sky, sea and clouds all provide a sense of freedom, calmness and clarity that links back to Automation Logics mission.

The subtle textures in the photos are able to provide depth and texture that would otherwise be missing from flat colour.

Photography

Technology is driving huge change

but our logic remains constant.

Better business

through automation

The Grid

The Grid

Flexible & structured Our grid is made up of 12 rows and 12 columns.

This allows for enough versatility whilst still remaining structured.

The logo should sit across 5 columns and stay left aligned to the grid.

Brand Collateral

Brand Collateral

Kris Saxton Partner & Co-founder M: +44 (0)7932 834 856 E:0 kris@automationlogic.com

T: +44 (0)20 7183 4204 E: info@automationlogic.com automationlogic.com

Stationery

17 Wootton Street London SE1 8TG United Kingdom

17 Wootton Street London SE1 8TG, UK automationlogic.com

Registered in the UK at 5th Floor, 11 Leadenhall Street, London, EC3V 1LP. Company No. 07093444, VAT 985044595

T: +44 (0)20 7183 4204 E: info@automationlogic.com automationlogic.com

17 Wootton Street London SE1 8TG United Kingdom

Brand Collateral

Made by Spinach

Spinach The Textile Building 29a Chatham Place London E9 6FJ T 020 7739 2777 spinachdesign.com Leigh Banks Partner leigh@spinachdesign.com T 020 3358 4001 Adam Thomas Partner adam@spinachdesign.com T 020 3358 4000 Project Management Gemma Presky gemma@spinachdesign.com T 020 3358 4002 Accounts accounts @spinachdesign.com

General Enquiries T 020 7739 2777 studio @spinachdesign.com