Embed Size (px)
Citation preview
Brand Usage RequirementsJanuary 2016
Ruck
us B
rand
Usa
ge R
equi
rem
ents
, Jan
uary
201
6 |
Pag
e 2
1:1 What’s a Brand?Simply put, a brand is a company’s emotional and perceptual connection with its constituents—
customers, prospects and partners. A brand represents everything that the company stands for,
everything the company does, everything the company is, and to some extent communicates
the company’s aspirations. A brand is more than a name, much more than a logo, and is
established through repeated and consistent interactions with constituents across each and
every avenue of communication.
At Ruckus Wireless, we’re very proud of the brand we’ve built to this point. We feel it properly
represents our promise to our customers—that we have the unique ability to deliver the highest-
performing wireless products, with the highest value possible, while treating our customers and
partners not as purchasers, but as key members of the Ruckus family. Our brand represents our
agility, our innovation, our market leadership, and our company culture. We intend to continue
to build upon our successes, to continue to hold our customers and partners in the highest
esteem, and continue to build a world-class brand.
In order to achieve the lofty goal of building an enduring and properly perceived brand, it is
essential to establish a conscious, coordinated and consistent approach to all aspects of
communication. With continued vigilance in ensuring the strict adherence to our brand standards,
we will continue to prove that we deserve the trust and loyalty that our customers have placed in
the Ruckus brand.
We ask that you treat our brand with the same reverence and sentimentality that we do, and
adhere to the simple guidelines that we have established.
If you have any questions, comments, concerns or suggestions—or if you’d just like to say hello—
please email us at [email protected]
“ Your brand name exists objectively; people can see it. It’s fixed. But your brand exists only in someone’s mind.”
21 December 2011
Ruck
us B
rand
Usa
ge R
equi
rem
ents
, Jan
uary
201
6 |
Pag
e 3
2:1 The Ruckus LogoThe Ruckus logo is comprised of three distinct elements—the Ruckus dog
icon, the Ruckus wordmark, and the Simply Better Wireless descriptor. While
there are three distinct elements, they must be used in a single, unaltered
combination—with a few exceptions.
The Primary Logo is the horizontal configuration shown here, and is produced
in Black and Ruckus Orange.
2:2 Alternate LogosIn some instances, where size and placement of the Ruckus logo are
restricted, it is possible to replace the Primary Logo with the Alternate Logo.
For instance, if there is a finite amount of space available, and that space is
circular, square, or otherwise equally dimensioned in height and width, the
Alternate Logo may be used. Additionally, in situations where spatial balance
is necessary when placing the Ruckus Logo near other brands, the Alternate
Logo may be used. On occasion the elements of the full logo (tagline,
trademark) will not scale legibly in these instances use the small scale logo.
an example of when this usage is approriate would be any time the logo is
needed at sizes smaller than and inch in width such as a pen or other small
give away.
In any instance that requires deviation from the Primary Logo, Ruckus
approval is required. Simply email us at [email protected] and
we’ll give you our thumbs up—or down—post haste.
Both Primary and Stacked Logos can be downloaded from our Website all
others by request:
http://www.ruckuswireless.com/press/artwork
Recommended Logo
Stacked Logo
Small Scale
Ruck
us B
rand
Usa
ge R
equi
rem
ents
, Jan
uary
201
6 |
Pag
e 4
2:2 Alternate Logos - Social AvatarThe standard Ruckus logo does not work at small scales. In the case of
social avatars and favicons, please use the appropriat icon representation of
the logo. However the icon HAS to be used in conjunction with the company
name for brand recognition—see example to the right.
Social Icon
Ruck
us B
rand
Usa
ge R
equi
rem
ents
, Jan
uary
201
6 |
Pag
e 5
2:3 Clear SpaceAs shown in the diagram here, the Ruckus logo must always be surrounded
by a minimum amount of clear space. This ensures visual clarity, and ensures
that the Ruckus logo is properly reproduced. This minimum clear space is
equal to 1x-height of the “s” in the Ruckus wordmark.
2:4 Logo PlacementIt is preferable that the Ruckus logo always be aligned to top-left or bottom-
right of the page, with the required Clear Space (2:3) from the edge of the
page or perceived digital border. However, the logo can be placed elsewhere,
depending on application, provided all other guidelines are strictly followed.
2:5 Minimum SizeIn order to maintain proper visual clarity, the Ruckus logo—both Primary and
Alternate—must not be any smaller than 20 pixels in height as measured by
the height of the “k” in the Ruckus wordmark.
If at any time the application requires logo art smaller than illustrated, the
Simply Better Wireless descriptor can be removed, allowing a minimum “k”
height of 10 pixels. For approval in such instances, as well as to obtain an
appropriately modified logo file, please email [email protected]
.278 in7.056 mm1 pica 8 pt
20 pixels
X
X
X X
Ruckus OrangePMS: PMS 716RGB: 234R, 118G, 0BHTML: EA7600CMYK: 0C, 61M, 99Y, 0K
Ruck
us B
rand
Usa
ge R
equi
rem
ents
, Jan
uary
201
6 |
Pag
e 6
2.6 Logo UsageThe correct and preferred usage of the Ruckus Logo is the Primary Logo on
white background as illustrated in Section 2:1.
However, there are instance where the application dictates variation from the
Primary Logo. These approved variations are illustrated here.
• Primary logo on white
• White and orange logo on dark background
• One color black logo
• One color white logo
If the application dictates a variation of any of the approved logos that are
illustrated here, please contact us at [email protected] for advice
and approval.
Ruck
us B
rand
Usa
ge R
equi
rem
ents
, Jan
uary
201
6 |
Pag
e 7
2.7 Incorrect Logo UsageIt is not permitted to deviate from the aforementioned guidelines in any way.
Some such Brand No-No’s are illustrated here:
Do not use the logo on patterned, colored, or photo backgrounds.
Do not change the appearance, shape or size of any element of the logo.
Do not cut off any part of the logo.
Ruck
us B
rand
Usa
ge R
equi
rem
ents
, Jan
uary
201
6 |
Pag
e 8
2.7 Incorrect Logo Usage (continued)Some more examples here:
Do not change the proportions or aspect ratio of the logo or any individual element.
Do not alter the logo with any special effects (emboss, outer glow, drop shadow, etc.)
Do not use the logo elements independently from one another.
UCKUS
Ruck
us B
rand
Usa
ge R
equi
rem
ents
, Jan
uary
201
6 |
Pag
e 9
Orange Gray Black
3:1 The Ruckus Color PaletteColor is an important component in the proper representation of the Ruckus
brand. We’ve put a great deal of thought into our color palette, we feel that it
elicits an appropriate emotional reaction, and we just personally really like them.
Some might like a different orange, a more subtle green or a different scheme
altogether. We’re not some, we’re Ruckus, and we stand by our colors.
The Ruckus Color Palette consists of two groups, the Core and Secondary.
3:2 The Core PaletteThe Core Palette consists of three primary Ruckus colors—orange, black and
gray. These colors are based on the PANTONE® Matching System (PMS) for
universal matching, and each is listed with corresponding RGB, HTML and
CMYK values for proper production.
OrangePMS: PMS 716RGB: 234R, 118G, 0BHTML: EA7600CMYK: 0C, 61M, 99Y, 0K
GrayPMS: Cool Gray 9RGB: 117R, 120G, 123BHTML: 75787BCMYK: 30C, 22M, 17Y, 57K
BlackRGB: 0R, 0G, 0BHTML: 000000CMYK: 40C, 40M, 40Y, 100K
Ruck
us B
rand
Usa
ge R
equi
rem
ents
, Jan
uary
201
6 |
Pag
e 10
3:3 The Secondary PaletteThe Ruckus Secondary Palette is used for highlights, accents, and graphical
design elements. This palette includes green, blue, red, violet and gold colors
that are approved for such ancillary items. These colors are based on the
PANTONE® Matching System (PMS) for universal matching, and each is listed
with corresponding RGB, HTML and CMYK values for proper production.
If you have any questions regarding proper color usage, or would like to
get our opinion on what color works for your particular application, email
GreenPMS: PMS 7489RGB: 116R, 170G, 80BHTML: 74AA50CMYK: 56C, 2M, 78Y, 5K
BluePMS: PMS 7703RGB: 0R, 156G, 189BHTML: 009CBDCMYK: 79C, 2M, 10Y, 11K
RedPMS: PMS 1807RGB: 164R, 52G, 58BHTML: A4343ACMYK: 10C, 93M, 71Y, 33K
VioletPMS: PMS 2603RGB: 112R, 32G, 130BHTML: 702082CMYK: 72C, 99M, 0Y, 3K
GoldPMS: PMS 125RGB: 181R, 133G, 0BHTML: B58500CMYK: 6C, 32M, 100Y, 24K
Green
Violet
Blue
Gold
Red
Ruck
us B
rand
Usa
ge R
equi
rem
ents
, Jan
uary
201
6 |
Pag
e 11
Body Text
Helvetica Neue RomanABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
4:1 TypographyFor simplicity and consistency, Ruckus uses the Helvetica Neue type family
for all of our communications vehicles.
For limited applications where Helvetica Neue is unavailable, such as
Microsoft® Word or Powerpoint, the Helvetica type family may be used as
a substitute. However, any outbound marketing communication produced
outside of these applications must utilize the Helvetica Neue type family and
styles indicated here.
Helvetica Neue is a versatile font family with many available face options,
but usage of type faces other than those listed here should be limited.
For questions regarding font usage and substitution, please contact us at
Ruck
us B
rand
Usa
ge R
equi
rem
ents
, Jan
uary
201
6 |
Pag
e 12
4:2 Typography - UsageIn large formats typography is key to emphasize and punctuate creative messaging. Often times the messaging will need an overlay for legibility over images.
Creative typography should utilize Helvetica Neue condensed, mixing both thick and thin, light and dark, upper/lower case fonts in order to call out parts of the typography, in order to suppliment the message.
If the creative messaging sits on a large field of color, a subtle drop shadow may be used to give depth to the composition.
Please see examples below.
Ruck
us B
rand
Usa
ge R
equi
rem
ents
, Jan
uary
201
6 |
Pag
e 13
5:1 Tone and Style of ImageryImage style plays an important role in supporting and promoting the Ruckus
brand vision. In addition, proper use of imagery enables communications
that effectively illustrate the benefits provided by Ruckus products and
services. And, most importantly, certain imagery allows us to cultivate and
communicate our corporate culture and personality to our customers,
prospects and partners.
Conversely, incorrect imagery usage can subtly but severely dilute the
Ruckus brand.
There are a number of criteria that must be met in order for an image to be
Ruckus worthy:
• Interesting—The goal of the image should be to create interest in the
viewer, prompting them towards further exploration.
• Iconic—the image must have a singular bold subject, preferably devoid
of background distraction, that is visually interesting.
• Conceptual—the image must suggest or support the benefit being
communicated, not literally illustrate it.
If you’re not sure the images you’re using are Ruckus worthy, or if you’d like
to better understand what may or may not fit the listed criteria, contact us at
[email protected] —we’re happy to help.
Ruck
us B
rand
Usa
ge R
equi
rem
ents
, Jan
uary
201
6 |
Pag
e 14
5:2 Imagery - UsageBelow illustrates acceptable usage of the Ruckus photo style.
Ruckus Focused.
The black lab mascot can be used to represent Ruckus in many cases.
Solution Focused.
As per the guidelines, metaphoric/illustrative imagery can be used to demonstrate solutions offered by Ruckus
Products Focused.
At times products will need to be highlighted. While less desirable, product shots must be cropped tightly or abstractly to maintain a provacative and interesting style.
Targeting
Ruckus controlerless
Ruckus ahead of the competition
Ruckus products
Faster than the competition
Speed
Ruck
us B
rand
Usa
ge R
equi
rem
ents
, Jan
uary
201
6 |
Pag
e 15
5:3 Imagery - Overlays and PatternsOverlays:
Overlays are a key tool in the Ruckus style that allows for legible text over large full bleed images. Overlays must be used when key images are busy. Reasonable room must be given between the edges of the overlay and the text that sits over it.
Patterns:
Ruckus has a key concentric circle graphic that can be used as a subtle texture or pattern to create depth and activate “dead space”
Ruck
us B
rand
Usa
ge R
equi
rem
ents
, Jan
uary
201
6 |
Pag
e 16
6:1 Legal/Trademark InfoWhen using the company name or other product trademarks, the correct
usage is shown below.
Ruckus®
BeamFlex™
ZoneFlex™
MediaFlex™
ZoneDirector™
SpeedFlex™
SmartCast™
Dynamic PSK™
Please include a copyright notice and an attribution statement, which may
appear in small, but still legible print, when using any Ruckus trademarks in
any published materials.
© [Year of Publication] Ruckus Wireless. All rights reserved.
Direct any questions to:[email protected]
