Quantium Brand Guidelines by theprojectsdesign

Contents Introduction Foreword Our why

Q.Products 04 05

Brand positioning toolkit

00 02 Brand guide Brand Guidelines Brand guide

Positioning elements What we do Elevator pitch explained Brand hierarchy

Quantium identity Core elements Logo overview Visual identity

13 14 15

Logos Masterbrand Masterbrand logo Masterbrand logo stacked Minimum size Incorrect use Placement Masterbrand application Pictorial brand-mark Masterbrand and Q.Product relationships

08 09 10 11

17 18 19 20 21 22 23 24 25

Q.Product logos Q.Product logo application Q.Product and masterbrand logo mobile application Q.Product and masterbrand logo desktop application Exisint Q.Product interface Minimum size Q Tagline Primary Tagline small scale Co-branding Endorsement

Language 27 29 30 31 32 33 34 35 36 37 38

Colour Primary colour palette Secondary colour palette Spectrum Colour application: Q.Product Colour application: Masterbrand

40 41 42 43 44

Layout Typography Internal typography Grid overview Setting your grid Establishing the compound grid Quadrant possibilities Using the quadrants: colour Quadrant colour weighting Insetting type and graphics in the quadrants Grid systems: PowerPoint Grid systems: A4 portrait Grid systems: A4 landscape Incorrect quadrant use Template: A4 portrait brochure

46 47 48 49 50 51 52 53 54 55 56 57 58 59

Tone of voice Framing our voice Written principles

61 62 62

Photography Photography overview Macro, micro Selection criteria Imagery integrity

64 65 66 68

Graphics Page elements Icons Charts and Q.Product graph colour application Typical and comprehensive spectrum Masterbrand graph colour application Disclaimers Merchandise

70 71 72 73 74 75 76

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Section 1.0

Introduction

1.1 Foreword

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Just as we all interpret art or music differently, people will interact with our brand in different ways. Our brand

A spectrum

Our brand is resonant of our unique ability to curate, connect and shape data into a coherent whole and to extract the killer insight or application. Put another way, it suggests our ability to take the complex and make it simple and commercially actionable.

But it’s not all black and white — both grey and a spectrum of colour play a supporting role to allow data, insight, and our recommendations to shine through. The spectrum helps us explain the breadth of our product offerings across many industries.

Our logo

Our wordmark

Our logo is resonant of our belief in the importance of each single data point. We know when expertly harnessed and intelligently applied, it’s a vital building block towards a transformative big picture, as symbolised by the larger black circle.

We finish our identity with a wordmark that is by design a lowercase ‘q’ — because we want to make what we do accessible, personable, non-intimidating, and human. It highlights our quality. At its simplest, our logo is a geometric representation of Q which has always been part of our visual language, and a bit of a nickname.

Colour It’s not an accident that we have chosen to express our brand in black and white. This suggests a confidence (without needing to shout about it!) and a belief in simplicity, clarity and creating understanding.

Naming convention We have therefore introduced a new consistent approach to product names, with our hero letter Q invoking the quality and substance that lays beneath all our products.

Above all, having positioned ourselves as a leader in data science and artificial intelligence and celebrated our ability to make the complex simple and actionable, we must continue to deliver on those promises. Branding can play some role in projecting this… but most of it will be up to us.

Together, let’s create the next chapter of Quantium.

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1.2 Our Why

We harness data to power breakthrough possibilities for individuals, organisations and society.

At Quantium we believe in the power of the elemental. In atoms we discovered the building blocks of all matter, exploding our understanding of the world around us as we peered through microscopes or looked up to the stars. In DNA we unearthed the being blocks of all life, determining the code of our makeup and our links to the world around us. In data points, we capture the behavioural blocks of humanity â&#x20AC;&#x201D; and itâ&#x20AC;&#x2122;s only now that we are beginning to fully embrace their potential. These three revolutions of the modern age all deliver one simple lesson: we can neither make sense of the whole without knowledge of the parts, nor harness the parts without the power to combine them to create a bigger picture.

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Through data science, artificial intelligence, we make meaning from data like never before.

So, we believe in using data for progress, with great care and responsibility.

Our solutions make sense of what has happened and what will, could or should be done to re-shape industries and societies around the needs of the people they serve.

We believe in better goods, better services, better experiences, and championing the benefits of the data age to be fairly shared for a brighter future.

We believe in data powering possibilities.

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Section 2.0

Brand positioning toolkit

2.1 Positioning elements

A guide to how we communicate about Quantium — who we are, and what we do — in different contexts.

Our ‘why’

Harnessing data to power breakthrough possibilities for individuals, organisations and society.

Our reason for being and the impact we hope to have

Elevator pitch

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A handy verbal explanation of who we are and what we do

Specific offerings

Primary positioning

Our official written statement of who we are and what we do

Support positioning

1. We combine data science and artificial intelligence to transform what

organisations can achieve through the use of data.

2. We have 15 years of proven experience doing this. 3. Examples of what we do are: •

Our media products help brands have effective cut through.

•

Our FMCG products and bespoke AI decision engines power returns. (And countless others — communicate in this style when talking about what we do)

When expertly harnessed and strategically applied, data can be transformational. Quantium offers a 15 year track record of innovation in data science. We combine the best of human and artificial intelligence to power possibilities for individuals, organisations and society.

Founded in Australia in 2002, Quantium works with iconic brands in over 20 countries, partnering on their greatest challenges and unlocking ground breaking opportunities.

Tagline

Data powering possibilities

Endorsement tagline

A supporting statement for our brand

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2.2 What we do

A little bit more detail on the broad areas we work in and what we offer.

Core domains

Data science

Artificial intelligence (AI)

What we do

Translate data into actionable insight.

Build transformative, data-powered solutions.

Examples of our offerings

•

Data cleansing and curation

•

Decision support tools

•

Access to third party data ecosystem

•

Decision engines

•

Machine learning

•

Data monetisation

•

Applied analytics

How we bring this together Our people

We combine a diverse team of experts that spans data scientists, actuaries, statisticians, business analysts, strategy consultants, engineers, technologists, programmers, product developers, and futurists – all dedicated to harnessing the power of data to drive transformational outcomes for our clients.

Our products and platforms

Quantium delivers ground breaking solutions in data and technology. We develop, analyse and monetise datasets, generate insights, create decision support tools and embed automated decision engines.

Our people

We bring all this to bear in Q, which powers everything we do.

We implement renowned data handling techniques, without which clients cannot fully realise the strategic and commercial value of their data. We draw upon a 15 year track record in proprietary methodologies across data science and artificial intelligence. We always go beyond mere data-led insight, into actionable commercial solutions that reshape businesses, categories and, at their very best, society at large.

2.3 Elevator pitch explained

We combine 1 data science and artificial intelligence 2 to transform 3 what organisations 4 can achieve through the use of data. 5 We have 15 years of proven experience 6 doing this. Examples 7 of what we do are:

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Our media products help brands reach the right shoppers, with the right message at the right time and through the most effective channel. Wherever possible, we help brands target one-on-one, and at scale. Our FMCG products and bespoke AI decision engines help brands make better product, pricing and marketing decisions that power returns.

1. We work across three

4. We work with businesses,

2. These domains are distinct, understood and compelling in the marketplace, and the best present and future articulation of our work. 5. 3. While others extract insight from data, we go further in providing solutions that drive transformative and enduring change for our clients.

core domains that drive our solutions.

institutions, NGOs, governments and other stakeholders on their most challenging problems and biggest opportunities that data can unlock.

Data is the starting point of our work â&#x20AC;&#x201D; itâ&#x20AC;&#x2122;s our essential specialism and we know how to harness its potential in various applications.

6. Over 15 years we have shaped

7. The best way to bring this

the industry through a combination of breakthrough methods, products and the best people. We have case studies of demonstrable (and replicable) results.

statement to life in any conversation is to connect it to a specific industry or practice area example, offering or case study (i.e. our media products help brands reach the right shoppers, with the right message at the right time and through the most effective channel. Wherever possible, we help brands target one-on-one, and at scale).

2.4 Brand hierarchy

Masterbrand

We have developed a clear and strong masterbrand. Our IP of what we do will be communicated via Q, which powers everything we do and the products we offer.

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We drive greater awareness of the masterbrand, by having a new naming convention that includes Q in front of all product names, and we further show our smarts by including our logo with our partnership products.

Q visual

Q modules

Our data. Our technology. Our advanced analytics and AI. Enhanced by 15 years of practical, collective experience. Our edge. Our difference. Everything we do is powered by Q.

2.5 Naming convention

Q.Products

Naming solution is Q.Product. This means Q as the prefix, followed by a simple / clear name that best describes what the tool toes. The name description should be: •

One word ideally — two words max

•

Descriptive

•

Use simple and common language

•

Use short and sharp words

•

Avoid words with more than two syllables if possible

•

The name of a Q.Product is always capitalised when written (e.g. Q.Profile), however Q.Products in logo form has lowercase names asone seen on the right.

one powered by

Partnerships

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Section 3.0

Quantium identity

3.1 Core elements

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Each of the below elements make up the core Quantium brand, however, their application varies as the brand is represented across each tier, be it masterbrand, Q or Q.Product. The main variations are across logos and colour. It is imperative that these elements are applied in the correct way and are detailed in this document. The following page is an overview of how the visual identity works as a system and gives a summary of use cases for each of the elements below. In depth specifications follow from page 14.

Logos

Colour

Typography

Aa 13

Grid system

Imagery

Insight / focus

Insight

3.2 Logo overview The Quantium brand is expressed across three tiers each with their own suite of logos and application rules detailed further in this document.

Q Visual

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Q combines 15 years of pioneering data science and AI with market-leading technology to solve tough problems, that powers better products and transformative solutions to the toughest problems.

Masterbrand: written Quantium

Products: written Q.Checkout

Our masterbrand logo is the core expression of the brand, leading all communications.

Q.Product logos use the same core Quantium brand-mark alongside their name and are differentiated from the masterbrand through colour.

3.3 Visual identity overview

Negative space, Bright White White is used to introduce information (such as the masterbrand itself, backgrounds to headings in brochures and overarching body copy content).

Macro Macro photography (aerial photography) is used across masterbrand and Q.Product layouts. It has the most photographic weighting in the composition.

Introducing Q.Checkout

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Answer your category, customer, range and promotional business questions in real-time.

Micro Micro photography (close-up portrait photography) is used across masterbrand and Q.Product layouts. It functions as a brand device â&#x20AC;&#x201D; always in conjunction with macro photography.

Accent colour Q.Product specific accent colours may be applied to headings, sub headings, graphics and graphs in Q.Product branded applications or when referencing Q.Products within masterbrand layouts.

Emma was twice as likely to buy ice creams from her local store during the campaign period.

Insights and Quantium Black Black is reserved as a tool to convey insights, quotes or active headlines or used adjacent to macro photography to highlight human behaviours pictured.

Chrome fills Chrome backgrounds are used to present deeper understanding of analytical or conceptual content (e.g. graphs or second tier content). It should always expand from Bright White or Quantium Black and never be used as a background fill without purpose. Axis X Axis Z

Graphs and colour palette In masterbrand layouts graphs utilise the monochromatic secondary colour palette as well as the spectrum (when the secondary colours are unable to represent the full scope of data). In Q.Product layouts, graphs may additionally take on the product accent colour and shades to represent data. Find graph colour applications from page 72.

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Section 4.0

Logos

4.1 Masterbrand

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The Quantium masterbrand should be applied across all Quantium branded collateral. The Quantium masterbrand should always be represented as Quantium Black over Bright White and used only in conjunction with approved brand colours. Exceptions to these principles are outlined in the following pages.

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4.2 Masterbrand logo

Main

Reverse

The primary application of the masterbrand logo should always appear as above (Quantium Black over Bright White backgrounds).

In instances where the legibility of the Quantium logo is challenged (such as interface navigation, overlaid on footage or in co-branded scenarios) the reverse version may be used.

4.3 Masterbrand logo stacked

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In extreme vertical formats or in instances where the masterbrand logo must be placed below the minimum size (20mm in print or 25.7mm on screen) the stacked logo should be used.

Main

Reverse

The primary application of the masterbrand logo should always appear as above (Quantium Black over Bright White backgrounds).

In instances where the legibility of the Quantium logo is challenged (such as interface navigation, overlaid on footage or in co-branded scenarios) the reverse version may be used.

4.4 Minimum size

4.5 Clear space

The minimum size and clear space rules listed below ensure the Quantium masterbrand is always legible and represented consistently across printed and digital applications.

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As different digital devices have different resolutions (ranging from above 300 on an iPhone, to retina displays on Macs at 144, 96dpi on newer desktop displays and 72dpi on older screens) an on-screen mm value has been listed as the safest way to consistently advise on minimum size across digital applications.

Minimum print size: 20mm wide Minimum digital size: 25.7mm wide

Minimum print size: 14mm wide Minimum digital size: 18mm wide

Minimum size

Clear space

Ensure the logo does not fall below the minimum size values as listed above.

A simple rule using the counter of the Q icon creates an equidistant clear space around all Quantium logos.

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4.5 Incorrect use

Recreating the typography

Scaling disproportionately

Applying drop shadows

Applying stroke outline

Applying gradients

Excluding elements

Rotating or angling

Altering the logo colour

Applying to backgrounds or imagery without appropriate contrast

Incorrect use The legibility of the Quantium masterbrand should never be compromised. The above examples detail incorrect use of the logo.

4.6 Placement

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Because the Quantium logos contain high contrasting shapes (circle and rectangle) it must be placed to align to the strongest visual lines within the logo. See page 54 for detailed instruction on how to inset the Quantium masterbrand logo to quadrants.

The Quantium wordmark should be given highest preference when aligning the logo with other elements as the rectangular shape has dominant horizontal flow-lines.

The inner counter of the pictorial brand-mark should align vertically with other elements and text as the negative space holds the most visual weighting for vertical flow-lines. 22

4.7 Masterbrand application

Important updates to consumer buying behaviours

Data powering possibilities

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01 Overview

Quantium believes opportunity is unlimited in the age of information, technology and change. With the collaborative application of our data platforms, products and processes we power a new world of possibilities.

PowerPoint

Brochure

Digital

Preferred placement of the Quantium masterbrand is in the bottom left of the screen.

Preferred placement of the Quantium masterbrand is right aligned in the top right section of its allocated quadrant.

Preferred placement of the Quantium masterbrand is in the top left of the screen with equal margin spacing around.

4.8 Pictorial brand-mark In rare instances when the Quantium masterbrand needs to be represented below the minimum size of the stacked logo, the pictorial brand-mark may be used in isolation of the Quantium word-mark.

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Some example of these instances could be when the masterbrand and Q.products need to appear in close proximity at very small sizes, favicons, social media display pictures (Instagram) or merchandise. The correct application for the masterbrand icon should be Quantium Black on Bright White.

www.quantium.com

4.9 Masterbrand and Q.Product relationships When masterbrand and Q.Product logos appear together in print layout, a minimum of 70% scaling applies to the masterbrand using the common size of the Q pictorial brand-mark.

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Logos should appear in their respective colour application (masterbrand over Bright White and Q.Product over Quantium Black).

Both logos should never appear on the same horizontal axis in print. In digital applications a minimum of 70% scaling may not be able to be maintained e.g. in navigation (see page 30).

Scaling the logos 1.

Align the logos to have the same Q icon size

Scale the Quantium masterbrand logo by a minimum of 70%

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Section 5.0

Q.Products

5.1 Q.Product logos We use the Quantium brand-mark as a prefix to our products and visually link them to our masterbrand.

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When a Q.Product logo is seen in isolation from the Quantium masterbrand it should appear as black over white.

one

5.1 Q.Product logos When Q.Products appear in close proximity to the Quantium masterbrand, they should appear as white over black, this ensures clear differentiation between them.

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In special instances, a mono version may be used in Quantium Black or Bright White e.g. when a one colour print is required.

one

5.2 Q.Product logo application

Important updates to consumer buying behaviours

Data powering possibilities Quantium believes opportunity is unlimited in the age of information, technology and change. With the collaborative application of our data platforms, products and processes we power a new world of possibilities.

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3 Overview

PowerPoint

Brochure

Digital

Preferred placement of the Q.Product logo is in the bottom left of the screen. As the logo is seen in isolation of the masterbrand it appears over white.

Preferred placement of the Q.Product logo is right aligned to the title, vertically locked to the edge of the image. As the logo is seen in conjunction with the masterbrand it appears over black.

Preferred placement of the Q.Product logo is in the top left of the screen with equal margin spacing. In this instance, as the logo is seen in isolation of the masterbrand it appears over white.

5.3 Q.Product and masterbrand logo mobile application

Product dashboard page one (Approach A)

Product dashboard page two (Approach A)

The following digital applications are indicative only of masterbrand and Q.Product logo application when used in close proximity. These are not real life builds, rather they are potential solutions. Quantium believes opportunity is unlimited in the age of information, technology and change. With the collaborative application of our data platforms, products and processes we power a new world of possibilities.

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Approach A uses best practice to achieve clear differentiation of Brand Hierarchy tiers when representing both masterbrand and Q.Product logos on dashboards.

Approach A Where applicable, in the first impression of a Q.Product interface, the Q.Product logo should be represented over black and increased scale to the Quantium masterbrand for clear differentiation between the two tiers. The Quantium masterbrand logo and Q.Product logo can horizontally align when a black to white colour split is employed.

Approach B This brand application may need to be implemented when working within existing dashboard builds. A small application of the Q.Product relevant colour (such as underlining the written Q.Product) could be used to draw similarities to the full logo in instances where it cannot be fully represented.

Product dashboard page one (Approach B)

Product dashboard page two (Approach B)

Q.Checkout

5.4 Q.Product and masterbrand logo desktop application

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The following digital applications are indicative only of masterbrand and Q.Product logo application when used in close proximity. These are not real life builds, rather they are potential solutions.

Data powering possibilities Quantium believes opportunity is unlimited in the age of information, technology and change. With the collaborative application of our data platforms

Quantium website (home)

Quantium website (Q.Product section)

Quantium masterbrand logo appears in main application, Quantium Black over Bright White.

Q.Product logo appears over black and at larger scale to differentiate from the masterbrand.

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5.5 Existing Q.Product interface

Existing Q.Product interface (desktop) Preferred Quantium masterbrand logo application should appear as Quantium Black over Bright White. In existing dashboard builds with a black header, the reversed Quantium masterbrand logo is applied with equal margin spacing. Placement of the Q.Product logo appears top left under masterbrand with equal margin spacing. Colour of buttons and any highlighted content to be Q.Product accent colour.

5.6 Minimum size The minimum size and clear space rules for Q.Product logos ensures they are always legible and represented consistently across printed and digital applications. Q.Product minimum sizes are determined by the size requirements for the Quantium masterbrand.

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As the Q.Product titles vary in width, the measurement is determined by the horizontal measurement of the Q icon.

Minimum print size: 20mm Minimum digital size: 25.7mm

Minimum print size: Q pictorial brand-mark at 5mm Minimum digital size: Q pictorial brand-mark at 6.5mm

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5.7 Q Our IP of what we do will be communicated via Q, which powers everything we do and the products we offer.

Q combines 15 years of pioneering data science and AI with market-leading technology to solve tough problems, that powers better products and transformative solutions to the toughest problems.

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Q is comprised of three key modules: Q.Repository The worldâ&#x20AC;&#x2122;s most complete data ecosystem comprising major retail, banking and property data, along with leading digital and social media assets, to build an unrivalled picture of the behaviours of more than 80% of Australian households. Q.Refinery A unique cleansing, curation and connection capability that readies data for action in a fraction of the time at low cost. Q.Reactor 15 years of pioneering data science and analytics, including a code library and best practice data preparation, model fitting and diagnostic capability.

Q.Modules

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5.8 Tagline primary

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Donâ&#x20AC;&#x2122;t move the tagline outside of the defined alignment zones. 00 Brand guide Brand Guidelines

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Donâ&#x20AC;&#x2122;t offset align the tagline or expand tracking.

Primary horizontal

Minimum size

The typical clear space rule of data 1 x counter of thepowering Q icon applies.

Minimum print size: 152mm wide Minimum digital size: 168mm wide

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Donâ&#x20AC;&#x2122;t scale the tagline to have more weighting data powering possibilities than the masterbrand.

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The masterbrand Quantium logo and tagline exists in horizontal and vertical formats. Additionally, there are small scale versions when the primary logo and tagline needs to be represented below the minimum size values listed below. In the case that new taglines should be created, use the clear space guides shown below. Incorrect use

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Primary stacked

Minimum size

The typical clear space rule of data powering data powering possibilities possibilities 1 x counter of the Q icon applies.

Minimum print size: 28mm wide Minimum digital size: 30.9mm wide

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5.9 Tagline small scale

The small scale taglinedata is used whenpossibilities the primary data powering possibilities powering logo and tagline need to be represented below the minimum size values listed on the previous page.

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set to the ‘safe’ stroke point of 0.1 points (print) or 0.5 pixels in width (digital) at the actual size placed in layout in order to maintain legibility and visual balance at small sizes.

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Incorrect use

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Don’t scale the tagline outside of the defined alignment zones. possibilities data powering

Don’t offset align the tagline or expand tracking. data powering possibilities data powering possibilities

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Small scale horizontal

Minimum size

This logo and tagline is used when placement needs to be below the primary tagline minimum size. data powering possibilities The typical clear space rule of 1 x counter of the Q icon applies.

Minimum print size: 57mm wide Manually set divider stroke weight to 0.1 points Minimum size: 25.7mm wide datadigital powering Manually set divider stroke weight to 0.5 pixels possibilities

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Don’t scale the tagline to have more weighting than the masterbrand.

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Small scale stacked

Minimum size

This logo and tagline is used in narrow formats. The typical clear space rule of 1 x counter of the Q icon applies.

Minimum print size: 23.5mm wide Manually set divider stroke weight to 0.1 points Minimum digital size: 18mm wide Manually set divider stroke weight to 0.5 pixels

5.10 Co-branding When the Quantium logo appears co-branded ensure the logos are up-to-date, represented in full colour and follow the clear space rules below.

Incorrect use

External application

Don’t top or bottom align logos: keep client logos horizontally and optically centered with the Quantium logo.

In certain public-facing instances (specialty designed and printed collateral or website footers) co-branded logos may appear in approved mono versions at the graphic designer’s discretion.

Don’t scale client logos to be larger than the Quantium logo: optically scale to be of equal weighting with the Quantium logo.

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Don’t place over photography or black backgrounds.

Horizontal application

Stacked application

The typical clear space rule of 1 x counter of the Q icon applies.

1.5 x counter of the Q icon may be used to achieve visual balance.

5.11 Endorsement The endorsement logo â&#x20AC;&#x2DC;Powered by Quantiumâ&#x20AC;&#x2122; may be applied to our partner logos. Individual partner brand guides should be referenced for correct placement on a case-by-case basis. Some general principles for application apply below.

powered powered powered byby by powered by

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by powered powered by powered by powered powered by by

1 x width

Horizontal application

Width of the endorsement logo should not exceed 1 x the width of the horizontal partner logo.

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by powered powered by powered by powered powered by by

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1.25 x width

Stacked application

Width of the endorsement logo should not exceed 1.25 x the width of the stacked partner logo.

Minimum size

Minimum print size: 38mm wide Minimum digital size: 47mm wide

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Section 6.0

Colour

Backgrounds Graphics Text

6.1 Primary colour palette

Bright White

Quantium Black

C 0 M 0 Y 0 K 0

C M Y K

R 255 G 255 B 255

60 R 0 40 G 0 40 B 6 100

#fffff

#000006

Quantium Chrome C M Y K 40

6 6 8 0

R 236 G 232 B 228 #ece8e4

Primary

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Quantiumâ&#x20AC;&#x2122;s primary colour palette is a monochromatic blend. These core colours are the building blocks of the masterbrand and may be used as background colour blocks aligned to the grid to guide the viewer through content.

6.2 Secondary colour palette

Data visualisation

Warm grey

Dark warm grey

C 27 M 24 Y 30 K 0

C 54 M 49 Y 53 K 17

R 188 G 181 B 172

#736e68

#bcb5ac

Light grey

Grey

C 22 M 18 Y 19 K 0

C 45 M 38 Y 39 K 3

R 199 G 197 B 196 #c7c5c4

R 115 G 110 B 104

Dark grey R 147 G 144 B 142 #93908e

C M Y K

67 60 54 37

R 74 G 74 B 78 #4a4a4e

Secondary

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Quantiumâ&#x20AC;&#x2122;s secondary colour palette compliments the primary range and is used in graphics and data visualisations to contrast against the primary palette.

6.3 Spectrum

Data visualisation Q.Product

Quantiumâ&#x20AC;&#x2122;s tertiary colour palette is reserved only for data visualisation and as a Q.Product specific accent for graphics, headings and pull quotes.

Q. Cyan

Q.Turquoise

C 82 M 60 Y 3 K 0

R 63 G 105 B 174

C 67 M 7 Y 22 K 0

R 68 G 182 B 197

C M Y K

7683C

#3f69ae

2227C

#44b6c5

3258C

Q.Yellow

Q.green

62 0 51 0

R 128 G 223 B 124

C 8 M 18 Y 62 K 0

R 234 G 203 B 121

C M Y K

353C

#80df7c

7403C

#eacb79

714C

Warm Red C

#ef6348

#44d5a3

Q.Orange

C 49 M 0 Y 70 K 0

Q.Coral C 1 M 76 R 239 Y 76 G 99 K 0 B 72

R 68 G 213 B 163

4 44 81 0

Q.Burgundy

Q.Violet

C 19 M 73 Y 38 K 1

R 201 G 100 B 120

C M Y K

7432C

#c96478

272C

47 60 0 0

R 239 G 156 B 72 #ef9c48

R 143 G 115 B 191 #8f73be

Spectrum

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Q.Blue

Graphics Headings Pull quotes

6.4 Colour application: Q.Product

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Colour application utilises the primary and secondary palette as well as the Q.Product accent colour for chart and graph representation, with the exception of complex graphs with a scope of data that exceeds the accent colour palette (e.g. in product interfaces).

Data powering possibilities

one

PowerPoint 43

Brochure

Interface

6.5 Colour application: Masterbrand

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Colour application from the primary and secondary palette with the exception of complex graphs with a scope of data that exceeds the secondary palette.

Data powering possibilities

PowerPoint 44

Brochure

Interface

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Section 7.0

Layout

7.1 Typography: brochure and designed collateral

Quantium Pro Medium

42pt Heading

Heading •

Set in Quantium Black, Bright White or Q.Product accent colour

•

Left aligned

•

Tracking is set at +0 points

•

Leading size +4 pt

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Quantium Pro Light

28pt Sub heading

•

Set in Quantium Black, Bright White or Q.Product accent colour

•

Left aligned

•

Tracking is set at +0 points

Quantium Pro Light

•

Leading size +2 pt

Large introduction

Large bullet copy

Large introduction bullet

Roboto Light

Sub heading and pull quote

•

Set in black or white, no other colour

•

Left aligned

•

Tracking is set at +0 points

•

Leading size +2 pt

10pt Body copy

Body copy

•

Body copy bullet point

•

Set in black or white, no other colour

•

Body copy bullet point

•

Left aligned

•

Tracking is set at +0 points

•

Leading size +1.5 pt

7.2 Internal typography Roboto Medium

24pt Heading

Title page and section page heading • • •

Roboto Light

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18pt Subheading

Title page subheading • • •

Roboto Regular

24pt Heading

• • •

• • • •

14pt Roboto Light for body headings, 10pt Roboto Light for body copy Quantium Black Left aligned Single paragraph spacing

Report style body copy • • • •

Quantium Black Left aligned Single paragraph spacing

Presentation style body copy

Roboto Light

12pt Body copy / 10pt Body copy

Quantium Black Left aligned Single paragraph spacing

Page subheading / insight heading

Roboto Light

14pt Body copy / 12pt Body copy

Quantium Black, Bright White or Q.Product accent colour Left aligned Single paragraph spacing

Page heading • • •

Roboto Light

24pt Insight copy

Quantium Black, Bright White or Q.Product accent colour Left aligned Single paragraph spacing

12pt Roboto Light for body headings, 10pt Roboto Light for body copy Quantium Black Left aligned Single paragraph spacing

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7.3 Grid overview

The grid has been developed as a conceptual and functional tool that represents Quantiumâ&#x20AC;&#x2122;s ability to curate, connect and shape data into a coherent whole.

Whether we present content elegantly utilising negative space or drill down deeper to uncover solutions and insights, the grid should be used with purpose. Flexible, modular quadrants bring energy to layout as well as helping viewers navigate information. Setting type to the quadrants requires a custom grid set-up in order to keep content framed equidistantly from each quadrant edge. Colour is applied according to information type and establishes clear hierarchy. Some typical layouts and instruction on how to use the grid are outlined on the following pages.

Actual page width

7.4 Setting your grid Begin by removing any page margins in your layout.

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A. If utilising a side navigation bar (as in this document) set to 5-8% of the page width and ensure you disregard this from the overall page dimensions when setting columns and gutters.

B. Draw initial gutter

B. Next, draw a gutter guide from the top to bottom of your page. Gutters should be ample to accommodate hanging bullets and in-laid text on the compound grid (5mm is recommended). C. Duplicate the gutter. Place the two gutters adjacent to the outside of the page edge. Although counter-intuitive this will allow equidistant placement of text and quadrants in layout. D. Roughly duplicate your gutters to create an odd numbered column grid. An odd number ensures a central ‘safe’ column for larger bullets in typesetting. Select the two outer gutters and use the align tool to equally distribute gutters horizontally. E. Use the width of two adjacent columns, and peripheral gutters, to create the horizontal ‘floating margin’ when horizontally splitting the page into quadrants. Suggested structures are: 13 columns — A4 Portrait 15 columns — 16:9 15 columns — A4 Landscape

A. Navigation bar

C. Setting gutters Note adjacent placement outside page edge

D. Creating columns

E. Floating margin

7.5 Establishing the compound grid By setting quadrants from the floating margin and column structures, we create a compound grid. The compound grid may be used to set placement of imagery (illustrating Macro, Micro), divide page content hierarchically or to force attention e.g. in document cover design.

5 columns, 4 columns

6 columns, 3 columns

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Vertical splits are bound by the column grid but have the flexibility to align to any column within layouts as illustrated on the right. Horizontal splits require the use of the floating margin. The floating margin is free to be placed as needed to divide content (page guides with no gutters may be used to assist with establishing base layouts). Once the floating margin placement is established use the central point of the two margins to horizontally align the quadrant. See following page for examples of quadrant possibilities. Text is vertically locked to the columns, aligned to the gutter and inset by the width of the gutter e.g. if page gutters are 5mm, indent type by 5mm. Horizontal placement is flexible to allow strong horizontal flowlines with other page elements. The odd column number ensures there is a central ‘safe’ column when typesetting with both larger hanging as well as smaller bullets.

7 columns, 2 columns

Aligning quadrants to the floating margin

‘Margin’

7.6

Quadrant possibilities

7.6 Quadrant possibilities

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With the above basic principles, the compound grid can be explored to create different quadrant splits.

7.7 Using the quadrants: colour

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There are underlying principles to colour application that should be observed. The diagram below shows the theoretical flow that when put into practice may be non-linear.

Start A)

White is always used as an introductory tool e.g. to introduce the masterbrand, leading point or body content. Here it is used to hold the title of the document section as it introduces a main idea.

End B)

Chrome is always used as an extension tool expanding on focus content (Quantium Black) or the introductory content (Bright White). Here it speaks to the navigation strip to show the page break section number but it is typically used for deepdive information.

Black is always used as a focus tool and conveys easyto-digest-information e.g. to capture attention with key insights or pull quotes. Here it is used as a navigation element.

Imagery is used to convey the cross section of humanity and data.

7.8 Quadrant colour weighting

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The application for colour weighting is guided by the existing rules for both the masterbrand and Q.Products. Masterbrand collateral should reflect more white in the layout, whereas Q.Products should take on more black. In co-representation of the brands a use of both is required.

The ratio of the colour weighting is most important at the top tier or first impression of the brand e.g. document covers rather than their internal spreads, PowerPoint covers and page breaks. See the examples below for guidance across all scenarios.

7.9 Insetting type and graphics in the quadrants When insetting type and graphics to the quadrants, optical equidistant placement takes preference over strict adherence to the established grid. The grid has been built to allow one column and one gutter to be used as a consistent equidistant measure, in some instances this needs to be flexible to accommodate visual balance in layout.

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Optically insetting logos An example of optical inset placement includes cover formats. Because the Quantium logos contain high contrasting shapes (circle and rectangle), in order to appear equidistant, it must be placed to align to the strongest visual lines within the logo. See image A. Establishing equidistance

The top of the pictorial brand-mark is used to set the distance from the horizontally split quadrant, however a custom distance from the vertically split quadrant is required to achieve visual balance. Placement is determined by a square guide measured to the top or bottom point of the â&#x20AC;&#x2DC;mâ&#x20AC;&#x2122;. Although the masterbrand logo is not strictly locked to the grid, it achieves optical balance. See image B. Other elements

Horizontal split quadrant

The same distance should be used to set other text or graphic elements appearing in the same layout. See image C.

C Vertical split quadrant

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7.10 Grid systems: PowerPoint

PowerPoint

A 15 column grid structure has been used to simply split both content and hero imagery. The quadrant brand device which locks to the grid is employed to house copy and is additionally used as a positional for imagery, graphs, data, insights, quotes and pullouts.

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7.11 Grid systems: A4 portrait

A4 portrait

A 13 column grid structure has been used to effectively split both content and hero imagery. The quadrant brand device which locks to both the column grid and floating margin is employed to house copy and is additionally used as a positional for imagery, graphs, data, insights, quotes and pullouts.

Text is vertically locked to the columns, aligned to the gutter and inset by the width of the gutter e.g. if page gutters are 5mm, indent type by 5mm. Horizontal placement is flexible to allow strong horizontal flow-lines with other page elements. The odd column number ensures there is a central â&#x20AC;&#x2DC;safeâ&#x20AC;&#x2122; column when typesetting with both larger hanging as well as smaller bullets.

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7.12 Grid systems: A4 landscape

A4 landscape

A 13 column grid structure has been used to effectively split both content and imagery. The Quantium Chrome filled quadrant which locks to both the column grid and floating margin is used to expand upon the imagery above.

7.13 Incorrect quadrant use Some practical guides of what not to do:

Through data science, applied analytics and AI, we make meaning from data like never before.

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Our solutions make sense of what has happened and what will, could or should be done to reshape industries and societies around the needs of the people they exist for.

Weighting

Donâ&#x20AC;&#x2122;t overload the layout. Keep quadrants to a minimum when considering your layout. They should be used to aid in comprehension, utilising plenty of negative space. Bright White and Quantium Chrome should generally have the most presence and be used with consideration (see page 52).

Cross hairs

Donâ&#x20AC;&#x2122;t align the quadrants to create a cross-hair or checkerboard effect where four different planes share a central point. Three or fewer planes meeting is best case.

7.14 Template: A4 portrait brochure

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A brochure template that comfortably functions across both masterbrand and all Q.Products.

Important updates to consumer buying behaviours Issue 3 19 February 2018

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Section 8.0

Language

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8.1 Tone of Voice

Simple and accessible

Robust and applicable

We know what we’re talking about and we take care to make our message free of jargon and accessible to anyone. We operate in an often complicated, changing, and ever advancing space — let’s not add to the confusion. While others seek to complicate and bamboozle with the latest fad language — we strive to keep things simple. We seek to explain, to share in the understanding, to highlight and clarify. We believe you can be a leading voice without acting like a know-it-all.

We strive for the highest quality in everything that we do — our work is carefully conceived, methodical, and evidence-based. We believe in work at the service of a real-world outcome, not just theory. We’re happy to talk macro picture, or dive into micro nuances. Our approaches are commercially minded. And while we never lose sight of ourselves, our DNA, and why we’re here — we endeavour to speak the language of whoever we partner to ensure only the best results.

Humble and personable

Curious and optimistic

We do some pretty cool stuff with data, and can hand-on-heart say we deliver transformative solutions. But we don’t shout about it from the rooftops. You’ll excuse us if we get excited about the possibilities sometimes, but you won’t find us bragging. More than anything, we take pride in the responsibility of working with data — the footprint of human behaviour — and putting it only to the best use to serve individuals, organisations and society.

We are explorers at heart — our journey is from data to possibilities. No journey is ever quite the same, and we’re always excited to see where it takes us. Sometimes even the well-trodden path can lead to new discovery, but above all we seek breakthroughs. We genuinely believe in the transformative potential of data when expertly harnessed and intelligently applied. Sometimes we allow our sense of wonder to come across and say it like it is.

8.2 Framing our voice

8.3 Written principles

We believe our greatest work should be at the intersection of a three-way win. We are uniquely privileged to be in the business of new futures — to uncover fresh insights and conceive transformative solutions that bring change for the better. We pursue this with a balanced perspective.

In written text Quantium is to appear as Quantium Product names are to appear as Q.Product When we format external collateral, we utilise the primary typography suite (Quantium International Pro and Roboto should be implemented) Other communications (PowerPoint, Word, Excel) utilise the secondary system font suite (Roboto)

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Where Roboto cannot be implemented e.g. email or HubSpot, Arial may be used We write in complete, punctuated sentences e.g. do not use ‘&’ to write ‘and’ We write headings in sentence case — never all capitals with the exception of normally capitalised words such as Proper Nouns

Individual

Numerals below 10 within sentences are written e.g. One, two, three Commercial

Societal / Cultural

We write dates using cardinal numbers e.g. 15 August 2017 Decimals and values are kept to a maximum of two decimal places e.g. 9.66% or 9.6% Thousand values are represented with a comma e.g. $5,000 not $5000 We use lowercase for thousand, million, etc. e.g. 2k, 2m, 2b (not 2K, 2M, 2B) We utilise spaces before and after forward slashes e.g. and / or

We use em dashes )not hyphens) with spaces either side to elaborate on points in senteces e.g. — like so — not - like so -

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Section 9.0

Photography

9.1 Photography overview

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The overall photography style for Quantium represents how data is a part of our daily lives and scales across societal, organisational and individual contexts. Wherever possible we aim to use photos of insight-driven, human scenarios that are relatable and help viewers understand the nature of our services.

Our reach is large, spanning various industries with a broad portfolio of products. We use two types of imagery to support our brand â&#x20AC;&#x201D; scenario-driven macro, human based micro and contextual micro (e.g. a detail shot of the overarching narrative within the imagery or abstract concepts such as artificial intelligence).

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9.2 Macro, micro

The macro, micro photography treatment functions as a key brand device to showcase Quantiumâ&#x20AC;&#x2122;s ability to comprehend data and extract meaningful insight or application. It suggests our ability to take the complex and make it simple and commercially actionable. Each photography style compliments each other to convey the above meaning. The chosen scenario should be derived from the context of the information being presented or align to the relevant industry vertical.

9.3 Selection criteria Photography should be engaging and capture the cross-section of data and humanity, presenting them in a cohesive visual narrative and sequence.

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Our imagery is not a clichĂŠ representation of data, rather it centres on real human behaviours, with a lifestyle focus. It is:

inviting human-centered natural relatable positive outcome based

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9.4 Selection criteria cont.

one

Macro

Micro (portrait)

Micro (contextual)

Aerial photos represent a larger picture or macro view of data. These photos preferably contain people in various scenarios and across our industry verticals. For example: people swimming in a pool, walking on a crossing, or working on a construction site.

Portraits represent an insight or micro view of data. They should be emotive, with a direct connection to the accompanying macro image. There is a focus on human expression, and feature a shallow depth of field to force attention on the subject.

Composition These photos should be drone or satellite style photos from a directly top down perspective.

Composition The photos capture a person in the relevant group scenario. For example, someone at the edge of a swimming pool.

An additional â&#x20AC;&#x2DC;detailâ&#x20AC;&#x2122; micro shot may be used in conjunction with the portrait micro to build visual narratives. For example, this narrative is communicating the buying behaviour of a young single on a hot summer's day and might speak directly to FMCG in-store promotional campaign sales returns.

Lighting and shadows Content and resolution should be clear with rich contrast and vibrant colours. Imagery preferably has tones or accent colours that align to the Q.Product accent colour.

Tone Subject and resolution should be clear. If selecting stock photography, content should have strong visual cues to the matching aerial through background forms and colour grading. Tonality and vibrancy should match the macro and preferably have colour accents that align to the relevant industry Q.Product.

9.5 Imagery integrity

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Data powering possibilities

In all external collateral, photography should lock to the quadrants and appear unobstructed.

Don’t use contrived ‘model’ shots, subjects with fake smiles or overly ‘stock’ image feeling photos.

Don’t place imagery in other shapes e.g. circles.

Don’t use overly dark imagery, (with the exception of contextual night photos).

Don’t overlay text over busy images.

Don’t use children in imagery without a strong connection to context.

Don’t overlay images with gradients, blend modes or filters. 68

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Section 10

Graphics

10.1 Page elements Individual dot can be used to draw attention hanging from the page edge.

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Reductive dots of varying scale can be used to link content between sections or to accent an insight or lead in copy. Line weights should be hairline and adjusted as needed in layout. Select two weights appropriate to content. Suggested line weights range from 0.25–0.75 for typical A4 formatting. Typical end points are shown below. A ‘dotted line’ may be used as 0.8, 1.3 and 1.8 for typical A4 formatting. Select two weights appropriate to content. Don’t use gradients. In Office programs (PowerPoint, Word, Excel) the line weight should be 0.75pt. Dotted lines are not used. Typical end points are circle and arrow only.

Dot grid To be used sparingly as a fill bleeding to quadrant edge or as a background for graphs

10.2 Icons An icon suite subtly reflects consumer life-stages and spending habits.

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New families moving to older families shows the child icon growing in scale. Both singles and as couples become more reflective and restful as they age and finally shift into the retiree phase.

10.3 Charts and Q.Product graph colour application

Mono

Shades

Q.Product data visualisation may use a blended Mono (see page 74) and accent palette e.g. to emphasise a key value in the Q.Profile graph below, or a purely shade based palette to represent data in categories e.g. quartiles in the Q.Centre graph below.

Accent #3f69ae

#44b6c5

Shade based palettes should start with the highest value represented as the deepest shade and aim for an even colour gradation. If only four shades are needed, remove unnecessary interstitial shades for highest contrast. Shade increments should be no smaller than 20%.

#44d5a3

#eacb79

Mono and accent palette

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#80df7c

#ef9c48

#ef6348

#c96478

Shade palette

#483a5f

High

Low

Comprehensive Low

Sequencing of both the typical and comprehensive spectrum should follow a cool-to-warm order as values move from low to high.

Typical Low

10.4 Typical and comprehensive spectrum

#3f69ae #243c63 #b9e4e9

Both masterbrand and Q.Product applications may take on the typical or comprehensive palette when the above colour applications are not able to represent the full scope of data.

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#b7c7e1

#44b6c5 #276871 #b9efdd #44d5a3

Conditional formatting such as heat maps may adopt the typical palette. Tables may extend into a single colour shade based palette spanning pure tints as well as a darker range (as seen on the previous page) to represent data in categories e.g. quartiles.

#1d5b46 #cff3ce #80df7c #376035 #f4e5bc

The comprehensive spectrum should be applied in a cool-to-warm order as listed for maximum legibility in complex sequential data visualisation.

#eacb79 #867445 #f7cea3 #ef9c48 #895929 #f7b1a3 #ef6348 #893929 #e4b2bc #c96478 #733945

High

#cdc1e2 #8f73be #483a5f

10.5 Masterbrand graph colour application

Low

Custom built masterbrand graphs in external communications can adopt appropriate colour-ways as needed from the Secondary palette. Colours may be used sequentially with the highest value represented as the deepest colour (left) or utilising a shade based palette derived from one colour (right palette implemented below). Shade increments should be no smaller than 20%.

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Single shades

Monochromatic

A B C

Shade palette

Item 01 Item 02 Item 03

Axis Axis

High

Low

10.6 Disclaimers We are required to have a disclaimer on all client deliverables. The disclaimer appears on either the back page of multipage documents, or at the footer of a single page document.

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There are three types of disclaimers, with the "Quantium" disclaimer below being the most commonly used.

1. Quantium disclaimer

2. Quantium health outcomes disclaimer

3. India disclaimer

Disclaimer: This report comprises, and is the subject of intellectual property (including copyright) and confidentiality rights of one or multiple owners, including The Quantium Group Pty Limited (Quantium) and where applicable, its third-party data owners (Data Providers), together (IP Owners). The information contained in this report may have been prepared using raw data owned by the Data Providers. The Data Providers have not been involved in the analysis of the raw data, the preparation of, or the information contained in the report. The IP Owners do not make any representation (express or implied), nor give any guarantee or warranty in relation to the accuracy, completeness or appropriateness of the raw data, nor the analysis contained in this report. None of the IP Owners will have any liability for any use or disclosure by the recipient of any information contained in, or derived from this report. To the maximum extent permitted by law, the IP Owners expressly disclaim, take no responsibility for and have no liability for the preparation, contents, accuracy or completeness of this report, nor the analysis on which it is based. This report is provided in confidence, may only be used for the purpose provided, and may not be copied, reproduced, distributed, disclosed or made available to a third party in any way except strictly in accordance with the applicable written terms and conditions between you and Quantium, or otherwise with Quantiumâ&#x20AC;&#x2122;s prior written permission.

Disclaimer: This report comprises, and is the subject of intellectual property (including copyright) and confidentiality rights of one or multiple owners, including Quantium Health Pty Limited (Quantium) and its third party data owners (Data Providers), together (IP Owners). The information contained in this report may have been prepared using raw data owned by Data Providers. These Data Providers have not been involved in the analysis of the raw data, nor the preparation of, or the information contained in the report. The IP Owners do not make any representation (express or implied), nor give any guarantee or warranty in relation to the accuracy, completeness or appropriateness of the raw data, nor the analysis contained in this report.None of the IP Owners will have any liability for any use or disclosure by the recipient of any information contained in, or derived from, this report. To the maximum extent permitted by law, the IP Owners expressly disclaim, take no responsibility and have no liability for the preparation, contents, accuracy or completeness of this report or the analysis on which it is based. This report is provided in confidence, may only be used for the purpose provided, and may not be reproduced, distributed or disclosed except strictly in accordance with the applicable written terms and conditions between you and Quantium, or otherwise with Quantiumâ&#x20AC;&#x2122;s prior written permission.

Disclaimer: This report or information contained in the report (together, the Report) has been prepared by Quantium Analytics Private Limited, part of Quantium Group Holdings Pty Limited (Quantium). Quantium owns all right, title and interest in this Report. Quantium does not make any representation (express or implied), nor give any warranty in relation to the accuracy, completeness or appropriateness of the Report.

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10.7 Merchandise