Brand Identity Standards Guide

CONTENTS Introduction The Opportunity The Resource: GuruNet The Brand Tone & Manner The Logo Tagline Color Palette Typography Palette Logo Usage Logo Proportions Minimum Logo Size Minimum Space Around the Logo Co-Branding Logo Donts Stationery Animated Logo Usage

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17.

INTRODUCTION

The GuruNet brand is more than just a logo, name, or color palette. It encompasses the total GuruNet experience from beginning to end. All components of the brand systemname, logo, symbol, tagline, color palette, and typography palettemust work in harmony to provide a unified, consistent message. The brand and identity elements have been designed to highlight the qualities that will differentiate GuruNet within the marketplace.

When each of these components is integrated into a carefully managed strategy, GuruNet will achieve the targeted communication it needs to become unique and memorable. This guide will give you a sense of GuruNets general tone and spirit, as well as specific rules for usage.

Neil Gross

The Opportunity
Technologys no longer just a toolits a way of life. Everyones utilizing the Web, from CEOs to Mom-andPop storeowners, second graders to doctoral candidates. In just a few years, the Internet has infiltrated our personal and professional interactions and impacted the way we work, shop, and play. This boom has put an immense amount of information at our fingertips, but finding specific data can be time-consuming and frustrating: even search engines force users to abandon their train of thought to chase down multiple leads.

Mind-numbing delays and irrelevant search results try the patience of the most saintly The one resource thats Web become scarcer and scarcer (and therefore surfer. more valuable) is
peoples time.
Patricia Seybold

The Resource: GuruNet

Now theres GuruNet, a program that works the way people thinkquickly, intuitively, and above all, seamlessly. This desktop program instantly provides users with intelligent, up-to-the-minute information. Once visitors have downloaded the free application from the GuruNet site, they can find everything from definitions and synonyms to E-commerce links and late-breaking business figures. GuruNet provides people with the thing they want most: relevant information delivered quickly. It puts 100 percent useable data at their fingertips fast.

comfortable

Building the Brand

People may not feel connected to a specific application, but they will stick by a brand that they trust. Users will remain committed to GuruNet if it conveys that its more than an applicationits a better way of working. As GuruNet becomes synonymous with simplicity and innovation, users will recognize and remain faithful to the brand. GuruNets visual and verbal positioning should work together to promote the key brand attributes at left. Everythingfrom the tone of the copy to the use of colorshould reinforce these core personality traits.

smart
simple
informative
intuitive

Tone & Manner

The copy used in GuruNet materials should be inviting, smart (but not condescending), helpful, and fun to read. It will make an immediate positive impression on readers by being down-to-earth and relateable.

Your Instant Expert

GuruNet is easy and intuitive, and the copy is a direct extension of these sentiments. Even its tag line, Your Instant Expert, is clever and uncomplicated.

The Logo
The logo is the cornerstone of the brand identity system, and as such is the single most recognizable representation of GuruNet.
symbol

Logotype: The GuruNet logotype was designed with an elegant serif font, inspired from typography commonly used in reference materials. It is a modified version of Eldorado, a sturdy yet friendly typeface that conveys smart simplicity. Symbol: GuruNets unique and energetic symbol has a dual role: to express understanding often conveyed by the statement, Ive got it!, and to imply, in the spirit of an asterisk, that relevant information follows. Always use the appropriate supplied art file when placing the logo into a design. Never attempt to recreate any of the elements.

logotype

The Tagline
GuruNets tagline, Your Instant Expert, succinctly expresses its mission and solidifies the audiences emotional connection to the brand. It tells users exactly how they will benefit from the application. GuruNets tagline must always be used as shown at left. The typeface for the tagline is Eldorado Regular. As the letter spacing has been adjusted for optical consistency, its important to always use the supplied art file when including the tag.

color version

Color Palette
Color is an important branding tool. The primary colors of the GuruNet logo, blue and green, establish the visual and emotional experience of the brand. For this reason, its important to work with the established color palette when creating GuruNet materials. The secondary color scheme can be used in conjunction with the primary palette. When using these support colors, make sure the primary blue or green is dominant. While exact color matching is difficult, color systems for online, as well as offline usage, have been established. Use the RGB (or Web specifications) for online design, Pantone Matching System (PMS) for spot printing, and CMYK for four color process printing. When printing the GuruNet logo, always use the specific art file provided for each process.

b+w version

primary

secondary

PMS 2935 R :0 G : 51 B : 153 # 003399 C: M: Y : K : 100 47 0 0

PMS 369 R : 126 G : 190 B :0 # 7EBE00 C: M: Y : K : 65 0 100 8.5

PMS cool gray 9 R : 89 G : 89 B : 89 # 595959 C: M: Y : K : 0 0 0 65

PMS cool gray 6 G : 192 G : 192 B : 192 # B6B6B6 C: M: Y : K : 0 0 0 38

PMS cool gray 4 R : 204 G : 204 B : 204

PMS 363 R : 82 G : 156 B :0

PMS 558 R : 192 G : 220 B : 192 # CODCCO C: M: Y : K : 27.5 0 23.5 0

# CCCCCC # 529C00 C: M: Y : K : 0 0 0 27.5 C: M: Y : K : 76 0 100 23.5

Typography Palette
Corporate Face: Eldorado Roman Eldorado Bold Online Face: Arial Kerning Example: example example The primary typeface for GuruNet is Eldorado. Its serif font has bearings in old-style typography, giving it a traditional, familiar feel thats consistent with the overall effect of the brand, whether used in Roman or Bold. The typeface is rendered in several different weights on the left. When using the typeface near the logo, make sure it is substantially larger or smaller in scale to avoid any conflict with the logo. When setting headlines, pay special attention to kerning, making sure the optical space between letters is consistent. Online HTML type should be set to Arial: a clean, readable sans serif face.

Improperly Kerned

Properly Kerned

Logo Usage
A good brand identity resonates when all of its elements typography, design, tagline, and colorswork together. This alone can establish a bond with the consumer, but for the logo to have maximum impact and recognition, it must be used consistently. Correct use of the logo contributes to a strong standing in the marketplace while inappropriate use dilutes the strength of the brand and weakens its market presence. The following pages set the logo usage parameters and address key implementation issues.

10

Logo Proportions
When increasing or decreasing the scale of the GuruNet logo, always size it in its entirety. Never scale the elements independently of each other, and always keep the internal space between the logotype and symbol consistent. The GuruNet logo should be used as a unit in most applications, insuring that the company does not miss out on branding opportunities. In some instances, however, it makes sense to use the symbol as the sole identifier, such as when it appears as a desktop icon on the screen or as a graphic element.

wrong proportion

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online and application::

Minimum Logo Size

print:

The following size requirements have been established to ensure that the GuruNet logo and tagline always appears clear and readable: Online Design and Application Design: When the logo is used for online design, the minimum size for the logo is 105 pixels wide and 183 pixels wide with the tagline.

with tag online:

Print Design: When the logo is used for print design, the minimum size for the logo is one inch wide and two inches with the tagline.

with tag print:

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Minimum Space Around the Logo

print & online:

For maximum impact, the GuruNet logo must always be surrounded by an area of open space. The diagram at left defines the minimum buffer into which no other element may intrude. Minimum white space must to be maintained in order for the logo to stand out. For this reason, the logo should never appear in body copy; simply spell out GuruNet in the same font and color style as the surrounding copy.

application:

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Co-Branding
When co-branding GuruNet with other companies, its necessary for the brand to maintain its distinct identity. With this in mind, the following guidelines need to be followed:

When placing the GuruNet logo next to another logo, always allow a free space of exactly one symbol between the two logos; When placing another logo beneath the GuruNet logo, always allow a free space of exactly one symbol between the two logos; Never allow any parts of the GuruNet logo to touch or be covered by another logo.

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Logo Donts
To maintain the integrity of the GuruNet brand system, always use the logo consistently in its proper form. A. Do not tilt the logo. B. Do not change the position of the symbol in relation to the logotype. C. Do not skew any elements of the logo. D. Do not change the color of the logo. E. Do not change elements of the logo that may alter its integrity.

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Stationery System
A letter or a business card often represents the initial contact that a client has with GuruNet. Following these guidelines will ensure that each letter sent, and each business card given out, expresses GuruNets unique identity. The curve on the upper left hand corner of the business card, letterhead, second sheet, and back flap of the envelope is an important design element that affects the application design. The following guidelines provide all of the information needed to produce the approved stationery system.

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Letterhead
Overall size: Paper: 8.5 x 11 (inches) Monadnock Astrolite 28lb. Text Smooth Logo PMS 2935 (GuruNet Blue) PMS 369 (GuruNet Green) Address Block PMS Cool Gray #9

Ink:

Die cut corner:

.75 inch radius

shown at 50%

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Second Sheet
Overall size: Paper: 8.5 x 11 (inches) Monadnock Astrolite 28lb. Text Smooth Logo PMS 2935 (GuruNet Blue) PMS 369 (GuruNet Green)

Ink:

Die cut corner:

.75 inch radius

shown at 50%

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Business Card
Overall size: Paper: 3.5 x 2 (inches) Monadnock Astrolite 100lb. Cover Smooth Logo PMS 2935 (GuruNet Blue) PMS 369 (GuruNet Green) Address Block PMS Cool Gray #9 Ink back: Die cut corner: PMS 369 (GuruNet Green)

Ink front:

.75 inch radius

shown at 70%

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Fax Cover Sheet

Overall size: Paper: 8.5 x 11 (inches) Laser

shown at 50%

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Envelope
Overall size: Paper: 9.5 x 4.25 (inches) Monadnock Astrolite 28lb. Text Smooth Logo PMS 2935 (GuruNet Blue) PMS 369 (GuruNet Green) Address Block PMS Cool Gray #9 Die cut corner:

Ink:

.75 inch radius on both corners of back flap

shown at 45%

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Mailing Label
Overall size: Paper: Ink front: Logo PMS 2935 (GuruNet Blue) PMS 369 (GuruNet Green) Address Block pms Cool Gray #9 5.5 x 3 (inches)

shown at 60%

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.5 sec

Animated Logo Usage

As the brand continues to evolve and grow, opportunities to create animated identity elements will arise. When creating them, remain faithful to the general intent of established guidelines and the overall spirit of the brand. As a general rule, animations should begin and end with intact versions of the logo and identity elements.

1 sec

1.5 sec

2 sec

At left is one example of how to use the GuruNet logo as an animated identity element. The symbol animation appears on the screen just before GuruNet information is displayed. The moving hands on the symbol tell you its just a matter of seconds before the data arrives.

2.5 sec

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