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Astadia Branding Guidelines

ASTADIA BRANDING GUIDELINES | AUGUST 2012

branding guidelines 2012

© 2012 Astadia, Inc. All rights reserved.

Astadia Brand Standards GuideTo keep pace with the change and growth in our market category, we saw re-branding Astadia as a significant opportunity to re-establish our differentiation, increase our brand recognition and recall, and reaffirm our market perception as a leading firm, not only within the salesforce.com ecosystem but with potential customers.

Company DescriptionAstadia provides cloud solutions consulting and systems integration for enterprises looking to accelerate business outcomes. Astadia transforms how its clients develop market opportunities, accelerate revenues and convert customers into advocates. Unlike integrators that concentrate only on implementing technology, Astadia focuses on truly understanding client needs. By building authentic client partnerships and using its unique, proven methodologies and frameworks, Astadia delivers meaningful solutions for its clients. Delivered by professionals with deep experience and pedigree, Astadia creates bulletproof cloud solutions with measurable business results.

Message FrameworkThe Message Framework is a flexible framework for our marketing team to create unique, customized messages that work inside the core messaging and identity of our new brand. Our message framework consists of four key elements, including:

» Brand Persona: The Brand Persona is a human persona that we will embody. This persona is tied to our Brand Promise, Tagline, Unique Value Proposition and Boilerplate. It will also guide our visual vocabulary and the tone of our marketing collateral. » Brand Promise: The Brand Promise is what our brand stands for and what we can always deliver to our

customers. It is not aspirational; it is what we can deliver today. » Tagline: Our Tagline is a memorable phrase that sums up the tone and premise of our brand and reinforces our

products and services. » Unique Value Proposition: A Unique Value Proposition blends and describes our market differentiation with the

value proposition of our products and services. » Boilerplate: The Boilerplate is a message that will always appear in our press releases, marketing assets and on

our website. It’s where our brand promise and unique value proposition converge to describe Astadia.

Brand PersonaAstadia’s new brand should exist in two key personas: the Caregiver/Nurturer and the Creator. Below is a quick reference for each identity.

The Caregiver/Nurturer: » Motto: “Love your neighbor as yourself.” » Protect people from harm. » Always help others.

The Creator:

» Motto: “If it can be imagined, it can be created.” » Create something of enduring value. » Give form to a vision.



• Non-profit• Software and Internet

Your customers’ success is based on Astadia’s repeatable processes and methodologies that use project-proven frameworks and solution accelerators. This isn’t our first rodeo. A decade of experience means we’ve seen and done it all. We know how to deliver on time and on budget while exceeding expectations.

When measurable success and partnership matter to your clients, look no further than Astadia.

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communicationsAt Astadia, we know how to help global giants optimize their communication sales and service layers.

Feeling the sales and churn pressure? We have seen the challenges the world’s largest telecommunications enterprises face: increasing sales

without increasing head count and more effective customer marketing; reduced customer churn and creating a single view of products and

services; and finally, drastically reducing operational costs by automating non-value-add services inherent in a highly regulated industry, all with

legacy infrastructure.

“The global opportunity in creating Connected Experiences using devices, connectivity and content will be even bigger, reaching more than $2

trillion by 2014.“

—YANKEE GROUP, MARCH 2011

MAY10

Thu

9:00 am Seeing is Believing; Speaker Narration

MAY10

Thu


MAY10

Thu


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SOLUTIONS BY BUSINESSMarketingSalesServiceSocial EnterpriseData & Business IntelligenceIncentive Compensation

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SOLUTIONS BY CLOUD TECHNOLOGYSalesforceEloquaInformaticaXactlyZuora

CUSTOMERSFeatured CustomersBy IndustryA to Z

PARTNERSStrategic PartnersSolution Partners

COMPANYAbout UsNewsEventsCareersLeadershipGlobal OfficesSupportContact UsLegalPrivacy Policy

By Industry >>

By Business Solution >>

By Professional Service >>

By Cloud Technology >>

Communications

Marketing

Sales

Service

Social Enterprise

Data & Business Intelligence


Ready to get more out of your salesforce.com

deployment? The capabilities of Salesforce.com have

exploded – you can now empower your entire business

in the cloud. Whether it’s for sales, service, marketing,

or operations, your teams can utilize Salesforce.com

products to better enable internal and external business

processes; plus, you can take your company even

farther than before by introducing the concepts of a

Social Enterprise.

How do you get your administrator and developer

teams ready to best utilize salesforce.com’s

capabilities and functionality? For thousands of firms,

Astadia has publicly provided powerful administrator

and developer training. With its new private courses,

Astadia brings this same training to your doorstep. In

fact, any of the Salesforce.com Public Administrator and

Developer Classes can now be taught to your team at

your location.

Why have Astadia come to you? Using the exact same

curriculum utilized in salesforce.com’s public courses,

Astadia’s award winning instructors come to your

facility and at your convenience. This approach saves

money on workshop registration fees and eliminates

employee travel expenses. But most importantly,

Astadia’s instructors tailor examples and group

discussions to your specific implementation and support

needs.

How do you get your administrator and developer

teams ready to best utilize salesforce.com’s

capabilities and functionality? For thousands of firms,

Astadia has publicly provided powerful administrator

and developer training. With its new private courses,

Astadia brings this same training to your doorstep. In

fact, any of the Salesforce.com Public Administrator and

Developer Classes can now be taught to your team at

your location.

Why have Astadia

come to you?

Using the exact

same curriculum

utilized in

salesforce.com’s

public courses,

Astadia’s award

winning instructors

come to your

facility and at your convenience. This approach saves

money on workshop registration fees and eliminates

employee travel expenses. But most importantly,

Astadia’s instructors tailor examples and group

discussions to your specific implementation and support

needs.

Datasheet Heading Goes Here Sub-heading Goes Here

DATE

Call out area, lorem ipsum

dolar etc. etc.

Kelly ForbesSenior Graphic DesignerMarketing

Direct: 972.865.2423Cell: 214.213.3668Fax: 866.746.1036

[email protected]

3010 Gaylord ParkwaySuite 260

Frisco , TX 75034@astadiacloud

BUSINESS CARD FINAL



The Astadia LogoLike most people, our clients and prospects face the challenge of too much information and not enough time. As their ability to absorb information is limited, they try to more efficiently sort and filter information. As a result, visual design — and specifically a logo — can become a very effective communications tool. The Astadia logo is a simple, visual icon by which the public can immediately identify and associate the goodwill and image of our company. Our logo serves as a visual prompt, enabling customers to quickly associate and recall that impression. Consult Marketing when a logo is needed or will be reproduced on collateral (T-shirts, brochures, banners, etc.)

Color Logo (with and without tagline)

Black & White Logo (with and without tagline)

Greyscale Logo (with and without tagline)



Astadia Fonts

Astadia uses a variety of fonts for all company related marketing and communications materials (examples below).These fonts are recommended so our collateral will be consistent. Please contact Marketing if you have any questions or concerns regarding what fonts to use with your collateral pieces.

PoweRPoINTFont: Calibri Style: Regular, Bold, ItalicSample: abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ 1234567890.,/;!”:{ }

weBSITe FoNT # 1 (For Marketing only)Font: Georgia Style: Regular, Bold, ItalicSample: abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ 1234567890.,/;!”:{ }

weBSITe FoNT # 2 (For Marketing only)

Font: Gill Sans Style: Regular, Bold, ItalicSample: abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ

weBSITe FoNT # 3 (For Marketing only)Font: Century GothicStyle: Regular, Bold, ItalicSample: abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ 1234567890.,/;!”:{ }

ALTeRNATIVe FoNTSFont: Arial Style: Regular and BoldSample: abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLNOPQRST UVWXYZ 1234567890.,/;!”:{ }

Font: Times New Roman Style: Regular and BoldSample: abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLNOPQRST UVWXYZ 1234567890.,/;!”:{ }

dATASheeTS, whITePAPeRS, PRoPoSALSFont: Calibri Style: Regular, Bold, ItalicSample: abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ 1234567890.,/;!”:{ }

STATIoNARY, LeTTeRheAdFont: Calibri Style: Regular, Bold, ItalicSample: abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ 1234567890.,/;!”:{ }



The Astadia Color Palette

The Astadia colors can be reproduced in full color — PMS, CMYK, RGB or Hex color. The color values are as follows:

CoRe CoLoRS

CoRe CoLoRS ANd eXTeNded CoLoR PALeTTe

Pantone 261C

CMYK C: 48 M: 100 Y: 0 K: 40RGB R: 101 G: 3 B: 96HEX #660460

Pantone 382C

CMYK C: 29 M: 0 Y: 100 K: 0RGB R: 193 G: 216 B: 47HEX #BED600

Pantone 261 (70% TINT)C: 54 M: 80 Y: 20 K: 3R: 133 G: 79 B: 133

#854F85


#AE8CB1

N/AC: 48 M: 100 Y: 0 K: 60

R: 77 G:0 B: 73# 4D0049

Pantone 261C: 48 M: 100 Y: 0 K: 40

R: 101 G: 3 B: 96#660460

CORE COLORS

Pantone 643C

CMYK C: 25 M: 7 Y: 0 K: 4RGB R: 178 G: 206 B: 231HEX #C2D3DF


#D2E173


#E3ECAE

N/AC: 37 M: 7 Y: 100 K: 0R: 175 G:197 B: 41

# AFC529

Pantone 382C: 29 M: 0 Y: 100 K: 0R: 193 G: 216 B: 47

#BED600

Pantone 261 (70% TINT)C: 19 M: 5 Y: 1 K: 0

R: 202 G: 223 B: 240#CADFF0

Pantone 261 (40% TINT)C: 11 M: 3 Y: 1 K: 0

R: 222 G: 235 B: 246#DEEBF6

N/AC: 35 M: 9 Y: 4 K: 0R: 160 G:203 B: 229

# A0CBE5

Pantone 261C: 25 M: 7 Y: 0 K: 4

R: 179 G: 208 B: 234#B3D0EA

N/AC: 0 M: 0 Y: 0 K: 50

R: 147 G: 149 B: 152#939598

N/AC: 0 M: 0 Y: 0 K: 25

R: 199 G: 200 B: 202#C7C8CA

NeUTRAL gReY PALeTTe



Astadia eMail Signature RecommendationsAstadia’s eMail signature block should be consistent with all other marketing materials and two recommendations are

featured below. These can be modified to include a logo or Twitter handle but please use your best judgement in creating

your eMail signature block and keep it professional. If you have any questions or need help setting up your eMail signature,

please contact the Marketing department.

Astadia eMail Signature Steps (for Google mail)

1. In Google Mail, go to the “gear” icon at the top right of the screen and select Settings.

2. From the Settings dialogue box, scroll down to the Signature tab.

3. Type in or Copy the signature block above and Paste it into the text block (If you past the above, make sure to put

your correct phone numbers in place of placeholders!

4. Select a font from the drop down menu. *Google Mail has a limited number of fonts and does not have Calibri. We suggest Sans Serif or Tahoma as an alternative.

5. Click OK to save.

* If you need help with your signature block, please contact Kelly Forbes in Marketing at ext. 2423 or eMail her at [email protected].

Name, TitleAddress (Optional)City, State, Zip (Optional)Phone(s) | FaxeMail Addresswww.astadia.comTwitter handle

Font: CalibriStyle: Regular, Bold, ItalicSize: 10-12 pts

1 Name, TitleAddress (Optional)City, State, Zip (Optional)Phone(s) | FaxeMail Addresswww.astadia.comTwitter handle

Font: GeorgiaStyle: Regular, Bold, ItalicSize: 10-12 pts

2

(Logo Optional)

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