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Brand Guide
Brand Guide
v1—2017
Contents - 3
INTRODUCTION 5
COMPANY 7
Vision 9
Mission 9
Values 9
Beliefs 10
BRAND 11
Brand Story 13
Brand Values 14
Positioning Statement 15
Value Propositions 17
Boilerplate 18
IDENTITY 19
Personality 21
Tone 22
Logo 27
Color palette 28
Fonts 30
Photography Examples 32
Iconography 33
Contents
Introduction - 5
Introduction
Hi Team,
I’m extremely excited to introduce Chartio’s Brand Guide. Our
brand defines who we are across every customer touchpoint and is
essential to the overall Chartio experience. We created this book to
clearly articulate our brand guidelines to both employees as well as
potential partners. Adherence to these guidelines will ensure that
our brand maintains a consistent and unified look, feel and voice -
regardless of where it is displayed. That said, a brand is a living thing
so this book will evolve as we do.
Thank you for taking the time to get to know the various aspects of
the Chartio brand.
Best,
Dave
ICompany
Company - 9
VISION—Inspires what Chartio is about in a future successful state.
JOIN people ON data to increase their potential
MISSION —Informs the day-to-day; Defines our business and approach.
Chartio was built with an innovative spirit and lofty objective:
improve human potential by democratizing access to data and
enhancing everyone’s ability to explore and understand data in
practical and impactful ways.
COMPANY VALUES—Operating principles that guide how we
work together as a team.
1 Respect the challenge
2 Be one (weird) team
3 Own your part and enable others
4 Foster productive conversations
Company - 10
• We believe businesses that make informed decisions are more
likely to succeed.
• We believe informed decisions need to be based on data in a
timely manner.
• We believe everyone within an organization should have the
freedom to explore data and discover answers on their own.
• We believe data and analytics tools should be in the cloud for
optimal flexibility and agility.
• We believe simplicity and power can co-exist in the same product.
• We believe you shouldn’t have to learn a new language to explore
your data.
• We believe you should own your data—always and forever.
• We believe people are inherently capable; data can help them
increase their potential.
BELIEFS
IIBrand
Brand - 13
BRAND STORY
While some may choose to ignore it or wish it away as fad-ish, big
data is here to stay. The rate with which data is growing is truly
staggering; more data has been created in the past two years than
in the entire history of mankind. Given the sheer quantity of data
available and the fact that most companies continue to rely on a
small group of data analysts to run queries and analyses, only 0.5%
of all data is ever analyzed. But, we know that for some organizations,
just a 10% increase in data accessibility will result in more than $65
million in additional net income (source: Forbes). Wow! Just imagine
the potential once we start to democratize data - enabling all people
within an organization to freely explore and analyze data.
This is precisely why we built Chartio. We believe that data shouldn’t
be controlled by a few. Rather, the potential of data becomes
evident when everyone has access to it; exploring and discovering
their own insights. Only then will we be able to elevate the potential
of individuals, organizations, and ultimately, humanity.
With access to the right tools, we believe anyone can be a Data
Hero. Business users in particular know the real context of their
data and therefore the most about what they can do with that data
and should be the ones using it. We are proud that Chartio allows
Chartio has enabled our entire team, from technical to non-technical to explore data without writing a single line of SQL.— Jonathan Cran, VP of Product, Bugcrowd
“”
Brand - 14
non-data scientists to ask questions of the data and find their own
answers, drill down and then drill down some more, discover their
own “a-ha” insights and then triumphantly share their findings with
their colleagues - moving their career and the organization forward.
We believe that the simplest products are often the most
sophisticated and powerful. The Chartio interface is simple and
intuitive, while sitting on an incredible amount of sophistication and
power on the back-end. In fact, its simplicity is fundamental to its
power. We’ve taken care of the complex coding so all the user sees
is an intuitive way to explore data and create charts.
We believe that you should get value from our tool immediately.
That’s why we’ve made it super easy for you to connect your data
sources and create your first visualizations - often within five
minutes.
We believe that your data should be readily accessible and available
and not locked behind a new and complex coding language. We
believe that this creates another barrier to the democratization of
data and the advancement of human potential.
BRAND VALUES—Operating philosophies that describe the
promise of the Chartio brand in front of customers and partners.
1. Know and delight the customer
2. Always be learning
3. Simplicity in all things
Brand - 15
BRAND POSITIONING STATEMENT
Small and medium-sized (25-1,000 employees), cloud-
friendly organizations who value data transparency
and access
Is the most intuitive, yet powerful cloud-based data
exploration solution
Lets you navigate, transform and visualize data (in real-
time) from all your sources
Chartio has built a visual interface that allows anyone
in your organization to easily connect to and query any
data source through either an Interactive (Drag and
Drop) or SQL mode, so there is no need to do any data
modeling or learn a new querying language.
Chartio’s powerful Data Pipeline lets you blend and
transform data from multiple sources with a click of a
button.
Chartio leverages machine learning to help you visualize
your data with precise, beautiful charts and dashboards.
As a result, Chartio has a 20x adoption rate than the
industry average and 80% of users use the product at
least once a day.
It is now easy to become a Data Hero and elevate your
own and your organization’s potential with data
For:
Chartio:
frame of
reference
That:
Because:
reason to
believe
So that:
emotional
benefit
Brand - 16
SUMMARY POSITIONING STATEMENT
For small and medium-sized organizations (25-1,000 employees),
Chartio is the most intuitive, yet powerful cloud-based data
exploration solution that creates Data Heroes, who elevate their
own and their organization’s potential with data-driven decisions.
KEY PRODUCT DIFFERENTIATORS
• Ability for business users to onboard themselves and use the tool
without any reliance on IT.
• Easy connections to multiple disparate data sources and a visual
interface to blend different data, both from data warehouses and
cloud apps.
• No need to have to use SQL or learn a new querying language to
explore data (visual SQL).
• Quick time to insights, with interactive, adhoc data exploration,
without the need for data modeling.
• Agility - enough simplicity for business users, enough power for
technical users.
Brand - 17
VALUE PROPOSITIONS
Business User (Startup CEO/Founder)
I use Chartio because it allows me to easily create a 360-degree view of
my business and get my whole team to focus on what matters most for the
growth and success of my startup. Chartio is easy to set up and maintain
(without IT help), is intuitive enough so that my whole team can use, is
powerful enough to drive my whole business, and has a very attractive
TCO, elevating everyone’s status to Data Hero and making data-driven
decisions to grow my startup in an agile and sustainable manner.
Business User (Marketing Ops, Growth Marketer, Sales Ops,
Product Manager)
I use Chartio because it allows me to easily and intuitively explore
data (without being subject to the data team bottleneck). Chartio
allows me to discover insights and nuggets of information on my
own (without the need to learn or use SQL), elevating my status to
Data Hero and advancing my career and moving my organization
forward.
Technical User (Data Analyst, Data Scientist, Data Engineer)
I use Chartio because it gives me a lot of power to explore data
and drive insights by using advanced features in SQL mode. More
importantly, Chartio’s ease of use allows me to enable my business
teams to explore data, create charts and build dashboards on their
own, thereby giving me back time to focus on more important data
tasks, elevating my status to Data Hero and advancing my career
and moving my organization forward.
Brand - 18
BOILERPLATE
Chartio is on a mission to democratize data across organizations
so that everyone can become a Data Hero. To that end, Chartio has
built the most intuitive yet powerful cloud-based data exploration
tool. Chartio enables business teams to explore, transform and
visualize their data in real-time. Chartio has been named a “High
Performer” Business Intelligence tool by G2 Crowd in both 2016
and 2017, and is currently ranked as the top Self-Service Business
Intelligence software product for usability. We were founded in
2010 in San Francisco. To learn more, visit chartio.com or follow us
on our blog, LinkedIn, Facebook or Twitter.
TAGLINE
Simply Powerful
ONE-LINERS FOR HOMEPAGE
• Powerful Analytics Made Simple
• Cloud-based Data Exploration for All
IIIIdentity
Identity - 20
Identity - 21
PERSONALITY—The way we think, feel, speak, write and behave;
what distinguishes our brand.
The Chartio brand is first and foremost approachable and
accessible. Chartio is for everyone looking to explore data to
better understand their business and ultimately drive more
informed decisions. Our solution is easy-to-use, intuitive and
created with the non-technical business user in mind. Moreover,
Chartio is always available when I need its support – with set-up,
bug fixes, data questions and issues.
Chartio is intelligent and knowledgeable. Chartio offers a fresh,
new-age approach to business intelligence and analytics. It’s
well informed and always learning new things towards becoming
an expert, but also witty and sharp. Everyone interacting with
Chartio learns something new and gets tangible value in trying to
tackle hard problems for themselves or their organizations.
Chartio is modern and forward-looking. Chartio offers a new
technology for Business Intelligence that is modern, agile and
gets people excited about data. Although it is easy to use and
user experience is straightforward, Chartio is not simple, trivial
or buzzwordy.
Chartio is trusted, dependable and reliable. Chartio is protecting
my data and ensuring it is secure and accurate. I trust it implicitly
since I literally run my business off of the Chartio platform.
Identity - 22
TONE—A subset of voice; This is how we shade our voice based on
the audience and situation/content type.
Blog
Reader: Heads of Product, Marketing or Sales, SMB Executives,
Data folks who want to learn more about the business side.
Reader feelings: Wants to learn more about how they can leverage
their data or understand metrics and analytics.
Your tone should be: Informal and conversational, though not at the
cost of clarity, accuracy and consistency.
Write like this:
Tips:
• “Since this combines a couple of my favorite things—data analysis
and beer—I thought it would be a fun bit of data to plug into Chartio.”
• “Being able to learn complicated things through a lot of online
reading and trial and error is a really important skill to have as a
growth marketer.”
• Be self-assured and confident. No need to showboat, etc. in order
to get validation.
• Advise and enlighten. Feel free to link out to other resources that
are a relevant fit, give tips and show why the tips are important.
• Make it personal and casual. Don’t be afraid to have a light sense
of humor.
• State an opinion (it’s what will set us apart). Opinions are backed by
reasoning and any facts.
• Try to use at least one visualization (chart, diagram, sketch, etc.) per
blog post.
Identity - 23
Case Study
Reader: Prospective buyers.
Reader feelings: Curious, but hesitant - wants role relevant information.
Your tone should be: Objective, transparent, informative, and analytical.
Write like this:
Tips:
• “In just 90 days, Chartio built Advanced Analytics seamlessly
into Zendesk’s UI. Advanced Analytics has become the main
reason to buy their Plus and Enterprise plans.“
• Let the interviewee set the stage. Use quotes to drive the story.
• Be specific - not just what happened, but also the measurable result.
• Let the success of the customer speak for itself.
Chartio enables me to do my job better and more effectively. I have gone from waiting on reports for 1-2 days to creating my own within minutes. Instantaneous access to my data has given me a 360-degree view of how our marketing efforts are doing without relying on an engineer or analyst.—Sujan Patel, Growth Marketer
“
”
Identity - 24
White Papers
Reader: Product Managers, Marketing Managers, Sales Ops
Managers, SMB Executives.
Reader feelings: Curious, research-minded, want to understand how
things work.
Your tone should be: Knowledgeable, transparent, educational,
convincing.
Write like this:
Tips:
• “A discussion on the value of lead nurturing wouldn’t be
complete without exploring ROI. Let’s first take a look at these
compelling statistics taken from research done by Marketo,
Forrester, CSO Insights and others.”
• Patiently teach - give enough context to why you’re writing.
• Be objective - use facts and cite credible quotes from other sources.
• Not overly familiar - we are an expert colleague (fellow professionals),
not friends.
• Not overly technical - we are trying to be helpful, not flaunting our
knowledge. Only use technical jargon when it’s absolutely necessary.
Identity - 25
Marketing Emails
Reader: Current customers or prospects.
Reader feelings: Intrigued, but short on time.
Your tone should be: Approachable yet direct, but also challenging
and to the point.
Write like this:
Tips:
Individual Emails to Customers/Support Tickets
Reader: Current customers or prospects in trial.
Reader feelings: Frustrated, seeking more information.
Your tone should be: Empathetic, knowledgeable, prompt.
• “Did you know by combining data from Salesforce and Hubspot
you can report on the amount of revenue your conversions have
generated? Or you can report on the amount of revenue generated
by different marketing channels. This information can be very valuable
when deciding where you should invest the most time and resources.”
• Be positive but not excitable.
• Be direct about what we are announcing.
• Be up front about how this benefits the reader.
• Have a clear call to action.
Identity - 26
Write like this:
Tips:
Social Media
Reader: Followers of Chartio, friends of followers of Chartio.
Reader feelings: In a rush - only have time to read 140 characters.
Your tone should be: Positive, but concise.
Write like this:
Tips:
• “We’re excited to announce our newest feature - embedding.”
• Positive about the announcement.
• Be concise (short and sweet).
• No need to invite people to click.
• “Please note that you may need to re-add the integration settings if
they have been removed, but this should not happen going forward.
We found the remote cause from the additional logging that was
added thanks to your report. Please let us know if you still see this
issue happening, or if you run into any other trouble. We’re always
happy to help!”
• Empathize and acknowledge the issue and feelings.
• Be respectful and friendly, but not over-casual/familiar.
• Be prompt in both replies and in asking if we can provide more
assistance.
Identity - 27
CHARTIO LOGO
The Chartio logotype is only ever dark (#222) or light (#FFF), never
colored (not even our brand colors).
DO NOT modify, recolor or add effects to the logo.
When using the Chartio logo, provide at least half it’s current height
in clear space around the logo.
We use our Chartio logotype even in small or square spaces.
Identity - 28
BRAND COLORS
We value clarity above all else in our visual style. We strive to keep our
message free of clutter, and use bold, bright, solid colors only when
needed. Never be afraid to give layouts negative space to breathe.
Primay Brand Colors
#3C97DA #3C97DA #3CC677
#CEE5F6 #FFF5D6 #CEF1DD
#9ECBED #FFEBAC #9EE3BB
#6DB1E3 #FFE183 #6DD499
#3C97DA #FFD759 #3CC677
#3380B9 #D9B74C #33A865
#2A6A99 #B3973E #2A8B53
#215378 #8C7631 #216D41
Identity - 29
#E75656#906FDD #FE9D52
#F9D5D5#E3DBF7 #FFE7D4
#F3ABAB#C8B7EE #FFCEA9
#ED8080#AC93E6 #FEB67D
#E75656#906FDD #FE9D52
#C44949#7A5EBC #D88546
#A23C3C#654E9B #B26E39
#7F2F2F#4F3D7A #8C562D
Neutral Brand Colors
Secondary Brand Colors
#222#999#CCC#EEE#FFF
Identity - 30
TYPOGRAPHY
We use two typefaces, Open Sans and Roboto Slab.
Open SansOpen Sans is clean, clear and professional with just a hint of
friendliness. We use this face for everything except main headlines.
On our marketing site, we use the semibold weight for body copy
to give our words a clear, confident look. In print projects (like this
book) the regular weight can be used for body text if semibold is too
heavy and overbearing.
https://fonts.google.com/download?family=Open%20Sans
Roboto SlabFor main headlines we use Roboto Slab, a strong yet approachable
slab-serif type which echoes the slab-like look of the Chartio logo.
Only the regular weight is ever used. Also note: never use this
typeface for a subheading under the Chartio logo.
https://fonts.google.com/download?family=Roboto%20Slab
Identity - 31
Page Title Headlineh1: Roboto Slab, 2.441em, 400 weight (Regular)
Blockquotes and stat headlines
h2: Open Sans, 1.953em, italic, 600 weight (Semibold)
Section Headlines
h3: Roboto Slab, 1.563em, 400 weight (Regular)
LG LABELS
h4: Open Sans, 1em, uppercase, 600 weight (Semibold)
Md Labels
h5: Open Sans, 1em, italic, 600 weight (Semibold)
SM LABELS
h6: Open Sans, 0.8em, uppercase, 700 weight
Identity - 32
PHOTOGRAPHY EXAMPLES
Clarity is also the top priority for any photographs we use on our
website and in advertisements. We always prefer well-lit, high-
resolution images with happy customers. Avoid using images with
heavy “filters” or processing work.
Identity - 33
ICONOGRAPHY
We use some system icons provided by the Fontawesome icon set by
Dave Gandy. We are careful to use icons to enchance words rather
than take their place (again, for the sake of clarity). If an icon is used
alone, we are confident its meaning is totally apparent to the user.
We also use custom icons for things like our chart types. These are
made in a similar spirit to the Fontawesome icons and our logo:
confident, clear while still approachable.
On our website, this clean iconography is combined with our brand
colors for impactful buttons, illustrations and cover images.
www.chartio.com - ©2017 Chartio, Inc. All rights reserved.