ADAM brandbook

Everythingyou needto know about ADAM

Media Intelligent

before you read any further

ask yourself,

are you media intelligent?

ADAM brandbook | page -1-



part 1

introduction g go to page 4-5

1 : who we are and what we do g go to page 6-7

2 : the importance of media intelligent g go to page 8-9

3 : how do we express what we do? g go to page 10-11

4 : a unique business proposition g go to page 12-13

5 : the emergence of global marketing platforms g go to page 14-15

6 : how we help our customers g go to page 16-17

7 : profiles g go to page 18-19

8 : our partner ecosystem g go to page 20-21

9 : what drives our business - customer needs g go to page 22-23

10 : key drivers g go to page 24-25

11 : let the media flow g go to page 26-27

part 2

12 : how to be media intelligent g go to page 30-31

13 : how to use ADAM logo and graphics g go to page 32-33

14 : photography style g go to page 46-51

table of contents


do I understand ADAM’s value?



introduction

welcome to the essential guide to ADAM.

we made this book especially for you and hope that it provides guidelines and tips

when working for ADAM.

the book is divided into 2 easy-to-understand parts.

part 1 explains what we want to achieve, what it means to work with the

ADAM brand, and how to make it more attractive and recognizable.

part 2 shows how it is applied to print and other communication tools.

part 1


ADAM is a global provider of media workflow and marketing technology software.

1 : who we are and what we do


we offer enterprises the ability to manage, structure and deliver media between people, processes and systems.


While people remain cautious and focus on reasons to buy, the key endorser of any management decision will be that it is a considered, measurable and intelligent one.

Clients want to be smarter in their choices, investments and objectives.

Nobody can afford to make mistakes. Investment and ongoing improvement decisions need to be defended and quantified to the highest level.

To be successful, ADAM needs to offer potential clients valid arguments and confirmations of their choice outside of pure product propositions.

The key factor differentiating ADAM is our growing ‘thought leadership’ in Media Workflow and Marketing Technology, confirmed by analysts such as Forrester.

To catalyze this advantage into a coherent campaign, ADAM needs now to claim its leading position by creating value through the usage of ‘Media Intelligent’.

This is a twofold process.

1 : It’s personal ADAM provides the marketing tools and convincing arguments that enable the decision makers to make a considered and intelligent choice.

2 : It’s solution-driven In providing solutions that make a difference to the speed and delivery of media, ADAM’s ‘intelligence’ provides an economic basis (through internal and analysts reports/findings) for cost savings and efficiency.

2 : the importance of Media Intelligent as a value for our company

the understanding of

Media Intelligent is essential for our successwhat drives us is a passion to organize media intelligently making it easier and more accessible to everyone.


The ADAM brand personality is based on three key values that are within our company culture. These words are not your pay off, or tagline, but used internally.

This describes the way we develop our core software and how we create competitive advantage - by matching solutions to market needs.

This describes our approach to everything we do.It’s about being one step ahead of the market, ahead of our clients’ needs.

This describes how we are, and how we alwaysprovide solutions which ‘practice what we preach’as a company.

/intelligent

/intuitive

/organized

3 : how do we express what we do?

These words describe the way we work, how we present ourselves, and a ‘filter’ for everything we do.


i’m sure this RFP could be more intuitive


is this RFP intuitive...


At ADAM we have developed unique businesspropositions for an emerging complexity.

As a brand’s media information grows in complexity in terms of product variation, product information and channel exploitation, the internal workflow processes need to become aligned and streamlined so as to increase workflow speed and delivery of media to customers.

Brands will need to combine their efforts into a single workflow process. We track where our clients are focusing on managing media complexity issues, and we are setting out a road map to deliver a long-term strategic workflow solution.

HOW WE CREATE, MANAGE, AND DELIVER OUR CORE PROPOSITIONS

THE BUSINESS PROPOSITION TEAM: builds business propositions as a foundation for the execution team and a driver for innovation.

THE EXECUTION TEAM: after being accepted by the MT, they develop the BP quickly and with scalability in mind to maximize turnover and profit.

THE OPERATIONS TEAM: builds and manages infrastructure, allowing the execution team to maximize speed of execution and keep control of operations.

4 : a unique business proposition

THE CHANGING COMPLEXITYBETWEEN BRAND, PRODUCTS AND CHANNELS

WE PROVIDE WORKFLOW,EFFICIENCY, SCALABILITY AND ORGANIZATION TO MANAGE THE COMPLEXITY AND DELIVERY OF MEDIA

THE COMPLEXITYTRIANGLE

BRAND

CHANNELS

ADAMBUSINESSPROPOSITION

MORE

MANAGEMENT

MORE

MEDIA PRODUCTS,MORE SKU’S

PROCESS COMPLEXITY

EVER

GRO

WIN

G PR

ODUC

T CO

MPL

EXIT

YINCREASING M

ARKET COMPLEXITY



Marketing technologies will converge and integrate in the coming years. At ADAM we call this the Olympic Game as each sector is defined by its terminology and software solutions. The pictogram shows thetotality of the media technologies market and thecurrent standards/platforms within these areas.

Each ring defines a current individual business need that many software creators and suppliers have defined as their territory and focus.

Our main strategic objective is to keep ahead of the developments by being adaptable enough to take advantage of the opportunities that arise and to supply intelligent solutions to areas that are emerging as a business need.

We believe that in the near future these sectors will merge and dissolve as workflow systems and processes integrate in order to be more efficient.

PRODUCT

MEDIA

PIMS

PDM

MDM

DIGITALASSETMANAGEMENT

5 : the emergence of global marketing platforms

CAMPAIGN PUBLISH

PACKAGING

BPMS

MARKETINGRESOURCEMANAGEMENT

FLAT PLANNING

WEB 2 PRINT WEBCONTENTMANAGEMENT

CATALOG CREATION

WORKFLOW

THE ADAM OLYMPIC GAME


MEDIADIGITALASSETMANAGEMENT


Our solutions have been integrated into the workflows of many mid to top level enterprises including Omnicom, Anheuser-Busch, Warner Bros, InBev, Britvic, Microsoft, LEGO, McCann Erickson, Sanoma Magazines, Volkers, Eidos, Elopak, Ikea, Adidas and more.

We understand our clients’ increasing need to manage workflow, share media globally, enable better collaboration, automate mundane tasks and control quality.

Our expert knowledge and thought leadership in the business of media workflow enables us to develop and distribute media intelligent solutions. We are passionate in providing intuitive and easy-to-use software to help organize media and distribute assets as quickly as possible.

Our knowledge of the way the marketing technology works, its people, the workflow and the common goal to publish and distribute quality content.

who we work for

our customer insight

what makes us better

how we providesatisfaction

6 : how we help our customers

* CLIENT NAMES FOR INTERNAL USE ONLY. NOT TO BE COMMUNICATED EXTERNALLY


7 : profiles: who is our potential client and how do we help them?

Delivering consistent, high-quality brand materials is at the core of ADAM’s intelligent media management. And in a global marketplace, ADAM makes working with localized materials easy and efficient.

Gain complete control of your publishing workflow. From digital asset management through production to the most detailed process management available - ADAM provides intelligenttools and solutions for today’s multi-channel publishing industry.

With ADAM you can stay focused on enterprise excellence andbig-picture planning - providing intelligent opportunities for growth, innovation and consistent communication without compromising quality.

ADAM integrates easily into any marketing department, improving creative sales processes with intuitive tools that keep you focused on selling your brand, not learning new platforms.

The ADAM platform provides the tools you need to manage your products consistently and intelligently, ensuring product information coherence within your entire enterprise.

ADAM relies on its global network of expert Partners to build successful customer stories. You’ll see this reflected in the strong benefits and support we offer, whatever your domain of expertise.

Our partners are constantly expanding ADAM’s horizons into new areas of functionality. ADAM provides a well-documented API and intelligent software based on an industry-standard platform to make your job easier and more fun.

the publisher

the cxo

the marketing manager

the product manager

the partner

the developer

the brand owner

ADAM brandbook | page -21-ADAM brandbook | page -19-

7 : profiles: who is our potential client and how do we help them?


six new partners join ADAM on a yearly basis

8 : our partner eco-system



Working with our partners enables us to implement our software globally while providing workflow solutions to all types of enterprises. We partner with highly specialized engineers and pre-sales consultants who in turn help to bring marketing technologies to customers.

We support our partners with the implementation of our software. It’s a diverse network of specialized consultants, integrators and hosting companies. From all over Europe, Spain to Denmark, France to Poland, UK to Italy, and in the US our partners bring to every project a specialized knowledge of the customers needs, providing scalable resources and personal contact to each and every one of our customers.

Our partners continuously exchange know-how to strengthen our knowledge base and network. Building a complete partner ecosystem guarantees project requirements can be implemented on ADAM.

how we help our partnersto do what they know best

There are 5 types of partners:IntegratorsConsultantsSaaS partnersCertified trainersBusiness partners

if you asked a customer what the maindrivers are in looking for a solutionthe answer will be :

improving workflowcreating clarity in the business processstronger control of media complexity

managing budget distributionproviding scalabilitycreating efficiency in workflowgreater interaction between peoplehigher ease of use in applications

9 : what drives our business, customer needs - a guide to what they are thinking


enabling measurability of efforts


if you asked a customer what the maindrivers are in looking for a solutionthe answer will be :

greater interaction between peoplehigher ease of use in applications



Fuse digital asset management with advanced production tools and business processes to get your media flowing smoother (more intelligently) than ever before.

Does searching through your media files feel like wandering in a dark forest without a GPS? Let the ADAM platform bring clarity to your entire workflow.

With MarCom processes rapidly growing in complexity, the ADAM platform delivers the control you need without weighing you down in overly-complicated technology.

Keep projects on-budget with ADAM and monitor your creative workflow within an enterprise-level Business Process Management Engine (BPME).

Break free of one-size-fits-all: when new technologies and opportunities arrive, the ADAM platform responds by growing with your enterprise (without breaking the bank.)

With deadlines to be met, budgets to be adhered to, and ever-higher quality standards required, only ADAM delivers the efficiency your media require.

workflow

clarity

control

budget

scalability

efficiency

10 : key drivers: how does ADAM provide a solution to these issues?


ease of use

Good communication between people, processes and systems is at the heart of modern MarCom. ADAM keeps the interaction fluid between every part of your workflow.

From keywording to media intelligent process management, ADAM provides unprecedented ease-of-use throughout every area of your work.

Gain precise understanding of every part of your media supply chain with ADAM’s exceptional logging, tracking, and monitoring tools.

interaction

measurability

10 : key drivers: how does ADAM provide a solution to these issues?


Let the Media Flow means ...

11 : let the Media Flow: it’s what makes us flow faster


Our whole reason for doing what we do is to create the most intelligent media workflow and marketing technology software, thus enabling data and media to flow easily between people, processes and systems.

Let the Media Flow is our celebration of this - its our mantra, because if we didn’t have this at the core of what we do, we wouldn’t be able to provide a Media Intelligent solution.

11 : let the Media Flow: it’s what makes us flow faster

now we know about the brand,let’s see how we apply itto our communications

part 2


great!



look - it’s so important we put it under the logo....

Media Intelligent

example 1: “ADAM’s media intelligent platform is scalable for fast-changing markets, guaranteeing reduced cycle times now and into the future.”

example 2: “Bring clarity to complex workflows with ADAM’s unique Business Process Management System (BPMS) that intelligently fits the way you work.”

example 3: “Improve interaction in complex media supply chains through ADAM’s intuitive communication tools.”

example 4: “Consistent branding is critical to successful marketing. ADAM brings control and measurability to every aspect of the modern media supply chain.”

12 : how to be media intelligent, how to write “Media Intelligent” copy


Sell ADAM Solutions so we become integrated in the way ourcustomers work.

So keep a customer in mind as you write: Publisher, CxO, Marketing Manager, Product Manager, Developer, Designer, and Partner.Add to this Journalists and other Media people.

It means communicating that ADAM is taking the path to thought leadership. The ADAM brand must show ADAM as one step ahead of your clients’ needs and a changing market. Its about improving the way people work, not products.

We’re trying to tell customers that Media Intelligent will improve their business or organization’s media supply chain. We improve this in three key ways: Variance (consistency), Cycle time and Cost.There are other ways, but these are a good starting point for writing copy.

Like anything new, this will be tough to begin with, but it’s critical to the ADAM brand. If you want help, get in touch with the ADAM Marketing Team - we’ll be happy to help.

When writing copy, try to include the term Media Intelligent and some of the nine ADAM keywords: clarity, workflow, efficiency,budget, measurability, scalability, ease-of-use, interaction,and control. Use this as a flexible framework to talk/write to customers.

the Goal

what is Media Intelligent?

how ADAM Helps Customers Work

help?

WHAT TO WRITE a Simple Framework

look - it’s so important we put it under the logo....


The logo is used as much as possible in the 2 main colors PMS 368 and PMS 315 in full color on a white background. Only the colors in the color palette can be used for the logo.When the logo is used on photographic backgrounds, or patterned backgrounds, the logo color should be either black or white depending on the contrast.

incorrect use

switch colors percentage of black

13 : how to use ADAM logo and graphics

13.1 : logo and pay off


Color version

100% Black version

when used in black or white the logo is used in full 100% of either black or white.There are no percentages used in the logo.


The positioning line is: Media IntelligentThis positioning line describes the type of company that ADAM is. It is always used in combination with the ADAM logo.

The font for the tagline is Univers Condensed Light.The color of the tagline is Black, unless used on a dark background then the color is white. The tagline is never used in the colors of the palette.

The positioning line should be used with the logo at all times on print and marketing materials. Exceptions to the rule are when the logo is used repeatedly, for example on multiple pages of a document.

incorrect use

13.2 : positioning line


The positioning line is between the A and the M


The logo position on a page or document is dependent on the page/document size. The distance between the logo and any other marketing element (with exception to the positioning line) is 1 and a 1/2 times the logo height.

This safety area is to ensure good readability of the logo.

incorrect use

13.3 : logo position/safety area


Distance is 1.5 Height Logo

Logo height


13.4 : font

The main font is Univers Condensed Light.The Univers Condensed family is the housestyle font. No other part of the Univers family can be used. The base color for font use is Black.In large text areas, the use of grey 60% is also permissible. Titles can be in any of the housestyle colors.

The windows system font alternative is Arial Narrow, or Arial.

incorrect use

Any non-Condensed versionof the Univers or Zurich family

UNIVERS LIghtabcdefghijklmnopqrstuvwxyzABCDEFghIJKLMNOPQRStUVWXYZ1234567890!@#$%^&*()


UNIVERS LIGHT CONDENSED

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@#$%^&*()UNIVERS LIGHT ITALIC CONDENSED

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@#$%^&*()UNIVERS BOLD CONDENSED

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@#$%^&*()


13.5 : color

There are two color sets.The blue and the green are the main colors of the housestyle.White is a very important main color as it is used in the background, but is an essential element in the housestyle.There is no restriction of use on the rest of the colors. They have been chosen for their harmony. Use them for font titles, color areas, and to bring special attention to information.

incorrect use


Primary Color Palette

Pantone 368 CCMYK 57,0,100,0RGB 123,193,67HEX # 7bc143

Pantone 313 CCMYK 100,0,8,13RGB 0,154,200HEX # 009ac8

BlackCMYK 75,68,67,90RGB 0,0,0HEX #000000

WhiteCMYK 0,0,0,0RGB 255,255,255HEX #ffffff

Cool greyCMYK 0,0,0,50RGB 147,149,152HEX #939598

Pantone 1255 CCMYK 31,44,100,8RGB 172,132,34HEX #ac8422

Pantone 384 CCMYK 18,0,100,31RGB 159,166,23HEX #9fa617

Secondary Color Palette

Pantone 484 CCMYK 0, 95, 100, 29RGB 179, 35, 23HEX #b32317


13.6 : tagline

The tagline is an independent element that can be used in any communication material. Independent means that is does not have to be on every piece of marketing communications material.

Let the Media Flow uses the M and F in the tagline as capitals. The font is Univers Condensed Light.The color use can be any color in the color range.

For extra impact, the tagline can use one of the patterns to help describe its meaning. The pattern choice is open, and depends on what and where it is being communicated.

incorrect use

do not use in different colors do not use together with the positioning line

Let the Media Flow Let the Media Flow


let the Media Flow


The flow patterns are the key visual of the ADAM identity. They support the tagline Let the Media Flow.There are a number of flow patterns which can be used. They are not related to any product or business line so each pattern can be used indiscriminately in any part of the communication. There is only one restriction. When using a single flow pattern, there should be no other pattern used.

The flow patterns are used in full color. When printing in black and white the flow patterns are used in 100% black or 100% white.

The thickness of the line is critical. Be careful with the thickness in any design.

incorrect usemixed other colors

13.7 : the key visual flow patterns



14 : photography

Strong Blue/Green ambience in the background/location

There are 16 images for the photography.Each image is placed on the Download Server for your use in presentations, print and internet usage.

The images were photographed specifically to describe the keywords, but feel free to use them for other purposes.

All images are rights and royalty free.

image name: group.tiff


14 : photography

image name: group.tiff


image name: control01.tiff image name: measurability01.tiff

image name: reading01.tiff image name: interaction01.tiff


image name: overthinking.tiff

image name: reading03.tiff

image name: reading02.tiff

image name: dirk.tiff


image name: workflow01.tiff

image name: budget01.tiff

image name: efficiency.tiff

image name: workflow02.tiff


image name: workflow03.tiff image name: workflow04.tiff image name: scalability01.tiff

image name: pieter.tiff


ADAM is a global provider of media workflow and marketing technology software. We offer enterprises the ability to manage, structure and deliver media between people, processes and systems. Working with our partners enables us to implement our software globally while providing workflow solutions to all types of enterprises. What drives us is a passion to organize media intelligently making it easier and more accessible to everyone.

about ADAM Software


contact details

ADAM SoftwareKortrijksesteenweg 1108aBE-9051 GentBelgium

Our representatives speak English, French, German, Italian, Spanish & Dutch and are available to assist with all your queries

http://www.adamsoftware.net

Phone: + 32 9 381 63 36Fax: + 32 9 381 63 46


Documents

ADAM brandbook