V1.1 BRAND IDENTITY Styleguide - LoRa Alliance · Brand Identity Styleguide Version 1.1 LoRa...

BRAND IDENTITYStyleguide

ContentsAboutLogosTypefacesColorsKey ImageryIllustrationPowerPointBrand Collateral

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1.0LoRa

This is a guide to the basic elements that make up the LoRa Alliance™ brand.

We are an international organization with over 500 members, so consistency is critical to communicating a unified vision. Please take a few minutes to review this document and get to know our brand.

For complete guidelines and policies regarding theLoRa Alliance™, LoRaWAN CertifiedCM and LoRaWAN® marks and logo usage, please view the LoRa Alliance™ Marks & Logo Usage Policy and Guidelines available in the member portal.

CONTENTSOverview

04 LoRa Alliance™ BrandLoRaWAN® StackLoRaWAN® Ambassadors

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ABOUT LoRa Alliance™ Brand

Wide Area Networks for IoT

The LoRa Alliance™ is an open, non-profit association of members that are actively developing and deploying IoT solutions.

It was initiated by industry leaders with a mission to standardize Low Power Wide Area Networks (LPWAN) being deployed around the world to enable Internet of Things (IoT), machine-to-machine (M2M), and smart city, and industrial applications.

The Alliance members will collaborate to drive the global success of the LoRaWAN® protocol, by sharing knowledge and experience to guarantee interoperability between operators in one open global standard.

ABOUT LoRaWAN® Stack

A low-power wide-area network (LPWAN) or low-power wide-area (LPWA) network or low-power network (LPN) is a type of wireless telecommunication wide area network designed to allow long range communications at a low bit rate among things (connected objects), such as sensors operated on a battery.

LoRaWAN® protocol delivers secure bi-directional communication, mobility and localization services.

LoRa® is the physical (PHY) layer or the wireless modulation utilized to create the long-range communication link.

Note: Use of LoRaWAN® or LoRa® in a product name is expressly prohibited. The use of LoRaWAN®

is restricted to product descriptions.

Note: LoRa® is a registered trademark of Semtech Corporation.

ABOUTLoRa® and LoRaWAN® Protocol Stack

LPWAN technology stack leveraging LoRa® and LoRaWAN®

technologies.

LoRa® = PHY LayerLoRaWAN® = MAC LayerLoRa® + LoRaWAN® = LPWAN technology stack

LoRaWAN® MAC

ABOUT LoRaWAN® Ambassadors

The LoRa Alliance™ invites Sponsor and Contributor members to apply to become a LoRaWAN® Ambassador to represent the LoRa Alliance for speaking opportunities and media interviews.

To participate, please visit this link and complete an application: https://loraalliance.typeform.com/to/jU79oW. You will need a bio and photo to upload as part of the application. Once approved, we will provide media training and you will be added to the Speaker’s Bureau Group in the members portal, where you will have access to branded LoRa Alliance presentation decks, which can be accessed on the member portal.

LoRaWAN Ambassadors are expected to represent the LoRa Alliance and not their own company’s commercial interests. All presentations must be approved prior to use.

9 OverviewLogo UsageClearance Space & One-Color OptionsLogo Don’ts

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LOGOS Overview

These guidelines outline how the LoRa Alliance™, LoRaWAN® and LoRaWAN CertifiedCM marks should be used visually.

For complete guidelines and policies regarding the LoRa Alliance™, LoRaWAN® and LoRaWAN CertifiedCM marks and logo usage, please view the LoRa Alliance™ Marks & Logo Usage Policy and Guidelines available in the member portal.

Absent special permission, the LoRa Alliance marks may only be used by LoRa Alliance members in good standing, and must be accompanied by the attribution statements supplied below:

[Insert mark used] is a mark used under license from the LoRa Alliance.

Only devices that are LoRaWAN CertifiedCM may carry the LoRaWAN CertifiedCM logo; the LoRa Alliance™ and LoRaWAN® logos are not approved for use on products or product packaging.

LOGOS Logos Usage

3.2LoRa Alliance™ Logo

The LoRa Alliance™ logo has two parts: the “LoRa Alliance” logo followed by a “™” trademark notification as shown in this styleguide. There is also a version of the logo with the tagline “Wide Area Networks for IoT” below the “a” in “LoRa” and word “Alliance.”

If the logo is to be used in color, it must follow the LoRa Alliance color guidelines in this document (see Section 3.3).

LOGOS Logos Usage

3.2LoRa Alliance™ Logo

The LoRa Alliance™ Member logo has three parts: the “LoRa Alliance” logo followed by a “™” trademark notification, followed by a the term “Member” in a different color, as shown below.

If the logo is to be used in color, it must follow the LoRa Alliance color guidelines in this document (see Section 3.3).

LoRa Alliance™ members in good standing have the right to use this logo to promote their membership in the LoRa Alliance. Members are encouraged to use these logos on their websites, collateral, tradeshow stands, etc.

LOGOS Logo Usage

3.2Membership Logos

LOGOS Logo Usage

3.2LoRaWAN® Logo

The LoRaWAN® mark has the “LoRa” logo, followed by a stylized “WAN” in a different color, followed by a “®” trademark notification as shown here.

If the logo is to be used in color, it must follow the Alliance color guidelines in this document (see Section 3.3).

The LoRaWAN Mark should only be used in a manner that (i) identifies the specifications and protocols developed by the Alliance and other materials relating thereto, or (ii) identifies the services of the Alliance relating to the development and dissemination of such specifications and protocols and information relating thereto.

The LoRaWAN® logo is not approved for use on products.

LOGOS Logo Usage

3.2LoRaWAN® Logo

Please always refer to the LoRaWAN® protocol in all collateral and when speaking:• For example, a LoRaWAN® network, the LoRaWAN® protocol …

Never refer to it as a LoRa® network, or the LoRa® protocol.

LoRa® is a trademark owned by Semtech.

LoRaWAN® Ambassadors who are approved to speak on behalf of the LoRa Alliance™ have the right to use this logo to promote their status as an approved speaker. Ambassadors are encouraged to use this logo on their bios, social media profiles, etc.

The LoRaWAN® Ambassador logo has three parts: the “LoRaWAN” logo, followed by a “®” trademark notification, with the term “Ambassador” underneath, in all caps and in a different color, as shown below.

LOGOS Logo Usage

3.2Ambassador Logos

LOGOS Logo Usage

3.2LoRaWAN CertifiedCM Logo

The LoRaWAN CertifiedCM logo has three parts: the “LoRaWAN” logo, with the term “Certified” underneath, in all caps and in a different color, followed by a superscript “CM” certification mark notification in the same color as the word “Certified.”

If the logo is to be used in color, it must follow the Alliance color guidelines in this document (see Section 3.3).

The use of the LoRaWAN CertifiedCM logo or any claim to LoRaWAN certification is only allowed for member’s products that have successfully completed the LoRa Alliance’s certification process. Only LoRa Alliance™ members in good standing are allowed to use the LoRaWAN CertifiedCM logo.Note: LoRa Alliance Certified and LoRaCERT logos have been retired and should not be used.

LOGOS Logo Usage

3.2LoRaWAN CertifiedCM Logo

CM CMCM

LOGOS Logo Usage

3.3Clearance Space & One-Color Options

Note: The LoRa Alliance™ Marks & Logo Usage Policy and Guidelines requires that each usage of the LoRa Alliance, LoRaWAN Certified or LoRaWAN logo include attribution as follows: [Insert mark used] is a mark used under license from the LoRa Alliance.

When the Alliance Marks are used in typed form, the ‘L’ and ‘R’ in the term “LoRa” as used in the Alliance Marks should always be capitalized in the same capitalization, all lettering in the Alliance Marks should be in the same font. The LoRa Alliance Mark must be accompanied by a “TM” trademark symbol, LoRaWAN Certified must be accompanied by a “CM” certification mark and the LoRaWAN Mark must be accompanied by a “®” registered trademark symbol in all headlines and headings, and the first time the mark appears in the text of any materials.

Note: DO NOT use if the width is less than 1.5” if horizontal logo, and .5” on vertical logo.

LOGOS Logo Usage

3.3Depiction Requirements

The LoRa AllianceTM, LoRa AllianceTM Member, LoRaWAN CertifiedCM, and LoRaWAN® logos are available in several versions and different formats to meet any digital or print need.

LoRa AllianceTM Logoa. Black & White and Grayscale

CMYK Black C0/M0/Y0/K100

RGB Black R0/G0/B0

Hex Black 000000

PMS Pantone Black PMS Black

Black and White Grayscale/Black & White:

Black 100% Black Grayscale 65% Black

LOGOS Logo Usage

LoRa AllianceTM Logob. Color

CMYK Black C0/M0/Y0/K100 Cyan C100/M0/Y0/K0

RGB Black R0/G0/B0 Blue R0/G174/B239

Hex Black 000000 Blue 00ADEF

PMS Pantone Black PMS Black Blue 100% Cyan

The two color: black and cyan logo Grayscale/Black & White:

LOGOS Logo Usage

LoRa AllianceTM Member Logoa. Black & White and Grayscale

Grayscale/Black & White:

LOGOS Logo Usage

LoRaWAN® Logob. Color

Note: DO NOT use if the width is less than 1” horizontal.

CMYK White C0/M0/Y0/K0 Cyan C100/M0/Y0/K0

RGB White R255/G255/B255 Blue R0/G174/B239

Hex White FFFFFF Blue 00ADEF

PMS Pantone White PMS White Blue 100% Cyan

CMYK White C0/M0/Y0/K0

RGB Black R255/G255/B255

Hex Black FFFFFF

PMS Pantone White PMS White

The two color: white and cyan logo

The one color: solid white logo

LOGOS Logo Usage

LoRaWAN® Ambassador and LoRaWAN CertifiedCM Logos b. Color

Note: DO NOT use if the width is less than 1”.

Do not use logo forms of the Alliance Marks within a text sentence or within a title.

LOGOS Logo Usage

Don’t rotate the logo.

Don’t resize the logo unproportionally.

Don’t use the logo on low contrast backgrounds.

Don’t use the logo on too busy backgrounds.

Don’t use drop shadows or any other raster effect on the logo.

Don’t use the logo in any non-approved color combination.

Don’t fill the logo with images or gradients.

Logo Don’ts

OverviewPrimary TypeSecondary TypeTypeface Usage

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TYPEFACES Overview

The LoRa Alliance™ uses two main typefaces in its designed materials:

Arial is our primary typeface. It should be used in all instances where big type is required. It is simple, clean and legible and compliments our logo very well. The main weight we use is Arial Black. It is a bold, confident and great typeface for making a statement. We also use two other weights of the Arial family: Regular and Bold.

Aperçu is one of our secondary typefaces.It is more condensed than Arial and works great for headings and subheadings. We use Aperçu in one weight: Bold.

TYPEFACES Primary Type

Arial RegularabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ01234567890$&?/+”(.,:;)

Arial BoldabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ01234567890$&?/+”(.,:;)

Arial BlackabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ01234567890$&?/+”(.,:;)

RegularBoldBlack

Big Headings > 100pt Headings, Subheadings, Body Copy

TYPEFACES Secondary Type

Aperçu Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

01234567890$&?/+”(.,:;)

Aperçu

BoldHeadings, Subheadings

TYPEFACES Typeface Usage

ARIAL BLACK IS USED FOR BIG HEADLINES ABOVE 100 PT.APERÇU BOLD IS USED FOR HEADLINES AND SUBHEADLINES.Arial Regular is used for standard body copy.

Hierarchies

HEADLINE 1

AaBbCcDdEeHEADLINE 2

HEADLINE 3

HEADLINE 4-20 Tracking

Optical Kerning

-20 TrackingOptical Kerning

BODY COPY

CAPTIONS

AaBbCcDdEeAaBbCcDdEeAaBbCcDdEeAaBbCcDdEe

AaBbCcDdEe

OverviewPrimary Color PaletteSecondary Color Palette

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COLORS Overview

The color palette that defines our brand goes a long way to help us stand out.

Yellow has become a calling card for the LoRa Alliance™ and remains the dominant color in our palette. This is complimented by the Cyan from the LoRa Alliance™ and LoRaWAN® logos.

The secondary palette consists of a series of Greys (Granite, Carbon, Silver) that allow our primary colors to shine when juxtaposed to one another.

To help achieve greater brand recognition it is important that our color palette is applied consistently. Be sure to balance our brand colors with a smart use of Black and White to ensure everything stays vibrant and shows high contrast between elements.

COLORS Primary Color Palette

CMYK C0/M0/Y93/K0

HEX #ffee00

RGB R255/G238/B0

PMS Pantone 102 C

YELLOW

CMYK C100/M0/Y0/K0

HEX #00adef

RGB R0/G174/B239

PMS Pantone Process Cyan

Yellow & Cyan

COLORS Secondary Color Palette

CMYK C15/M15/Y0/K84

HEX #232329

RGB R35/G35/B41

PMS Pantone 532 C

GRANITE

CMYK C14/M14/Y0/K75

HEX #383841

RGB R56/G56/B65

PMS Pantone 432 C

CARBON

CMYK C13/M13/Y0/K62

HEX #555562

RGB R85/G85/B98

PMS Pantone Cool Grey 2C

NICKEL

Granite, Carbon & Nickel Greys

OverviewPhotography

6.16.2

KEY IMAGERYOverview

The primary photography used to define the LoRa Alliance™ should be striking and bold.

The color yellow and black and white photography of cityscapes have become associated with the brand. This has been expanded to include landscapes and other environments where the LoRaWAN® specification is being deployed to enable a connected IoT environment.

Large yellow type is set within the environment to communicate the embedded nature of LoRaWAN® technology and its long-range communication capability.

Use of LoRa Alliance key imagery by alliance members requires prior consent of the LoRa Alliance.

6.2 Landscapes with Integrated Typography

KEY IMAGERY Photography

Landscapes with Integrated Typography

OverviewGraphic ElementsIconsOne Color IconsIcons Sillicon to Solutions

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ILLUSTRATIONOverview

The LoRa Alliance™ uses illustration elements to complement artwork when needed.

The signal waves represent various wireless signals as they radiate and reflect through environment. These are used to enhance designs with dynamic elements.

The icons represent the target vertical markets we serve, the Alliance’s silicon to solutions ecosystem as well as custom icons for use in the newsletter and other collateral to make them more engaging. The intent of an icon is to represent something without having to literally say it, so they should be used sparingly and in alignment with the key message being conveyed. They should always be used on a solid background, should not overpower the design and only be used in the colors provided here to retain brand alignment. Like the signal waves, the icons are meant to be used as accents and not as focal points.

Use of LoRa Alliance illustration elements by alliance members requires prior consent of the LoRa Alliance.

ILLUSTRATION Graphic Elements

7.2The Signal Waves

7.3Icons

ILLUSTRATION Graphic Elements Icons

7.3Icons

7.4One Color Icons

7.5Sillicon to Solutions

CHIPSET

SOLUTIONS PROVIDER

MODULE DEVICE BASE STATION NETWORK SERVER APPLICATIONS SERVER

CHIPSET

SOLUTIONS PROVIDER

CHIPSET

SOLUTIONS PROVIDER

7.5Sillicon to Solutions

OverviewPowerPoint Template

8.08.1

POWERPOINTOverview

We have developed a PowerPoint template that follows this style guide and helps ensure consistency in our communications. The cover image may change based on current LoRa Alliance™ messaging and positioning, so members should always check the member website for the current version.

The LoRa Alliance PowerPoint is for use by the LoRa Alliance and its representatives. Members may use the template when presenting on behalf of the LoRa Alliance and during LoRa Alliance meetings.

When using the approved LoRa Alliance presentation deck, advanced permission is not required, however, if the approved deck is modified or customized, the presentation must be submitted to marcom@lora-alliance.com for approval at least 72 hours in advance.

POWERPOINT Template

PowerPoint - cover

PowerPoint - Internal pages

OverviewSocial MediaWebsiteVideo

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BRAND COLLATERALOverview

All of the assets that follow are for use by LoRa Alliance operations only, they are not available for member use.

BRAND COLLATERALSocial Media

The LoRa Alliance™ social media channels are one of the primary communications channels to our audience. As such, channel branding and assets used with posts need to adhere to LoRa Alliance™ brand guidelines. Sample assets are shown here, new assets will be continuously added to our library.

BRAND COLLATERALSocial Media

BRAND COLLATERALWebsite

BRAND COLLATERAL Video

M A Y2 0 1 9 BRAND IDENTITY

StyleguideV1.1

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