Brandbook Configura

BRAND BOOK

WHY A BRAND BOOK

Our Brand proudly represents what we as a company stand for. To our customers and collaborators it is a visible assurance of the quality, reliability and performance they can expect from us and from our products and services. This is why it deserves to be used carefully, consistently and with pride. This Brand Book will help you to maintain our Brand identity in all kinds of communication, both external and internal.

Today, Brand image is not just important in the consumer market. Even in the busi-ness-to-business environment, Brand equity has become a highly important emotion-al connection between buyers and sellers – a connection that is as important to our business as the products and services we sell. Brands have become the visual and emotional shorthand on which our customers base their purchasing decisions.

A strong, unique Brand image that distinguishes us from the competition is also important in communication with suppliers, employees, shareholders and the media. We want all of these stakeholders to perceive us for what we are: strong, invigorating, progressive challengers.

WE BELIEVE IN THE FUTURE

OUR BUSINESS CONCEPTConfigura provides solutions for businesses in the manufacturing industry with the need for streamlining and shortenings of lead times.

OUR MISSIONWe develop and deliver Parametric Graphical Configuration (PGC) software for companies that sell highly configurable products. We work with our customers by implementing solutions that make their sales processes more efficient, cost-effective, accurate and profitable. We value innovation, longevity and leadership.

OUR VISIONWe will be the leading provider and developer of PGC solutions on a global market. We will build long-term relationships through customers and partner networks.

THE CONFIGURA STORY

Configura’s story is something that we take pride in. What once started out as a prob-lem that needed to be solved, has grown to be a successful solution. Sune Rydqvist needed a better way to solve the problem of selling complex, configurable products. Sune had dealt with calculation problems throughout his career in the interior fittings and construction industries.

He sought the technology advice of his son Göran Rydqvist and Göran’s classmate Johan Lyreborn, Master graduates in Computer Technology from Linköping Institute of Technology. The three of them founded the company Configura in 1990, to realize the idea of the technology and business model called Parametric Graphical Configu-ration, PGC.

Today, we at Configura help users worldwide to simplify their work and enhance their creativity and efficiency, while we continue to develop innovative software for the global market.

Göran and Johan remain owners and key persons in the Configura company, and although Sune, the company Chairman, is enjoying his retirement he still visits the office every day.

BEING CONFIGURA

We at Configura see opportunities instead of problems. Configura breathes possibili-ties. We have a go-ahead mindset and a can-do attitude. Employees at Configura have the opportunity to be creative and dare to try new things. At Configura we cher-ish our background, customer contact and an open dialogue. Configura take pride in the Swedish origin, which is infused in our brand.

Our meeting with the client, our commitment and our ability to make wise decisions at its head, is at the outmost importance.

The long-term relationships we seek with our clients also require that we constantly re-think when it comes to technology, alternative products and solutions. Our goal is to continuously simplify and improve by being responsive to our customers and partners.

We will position ourselves as the company with creative and innovative products, constantly developing solutions for the manufacturing industry. Our company shall be a Top Of Mind name of potential customers and partners.

POSITIONING

OUR VALUES

Our Swedish legacy is something we are proud and happy to mediate. The Swed-ishness stands for a peaceful, healthy and open attitude to the outside world. The Swedishness ensures a solid foundation and a good work ethic.

We work with long-term goals in all our relationships. It requires honesty and an understanding that it takes hard work to achieve results. It requires good communica-tion.

Our work and our products are dynamic and guided by our flexibility. The customer should always be able to get a customized product. We appreciate different compe-tences and the way we may evolve together.

CORE VALUESOur core values will be recognized in both image and text. The whole company’s tonality is based on these words. When communicating with our customers, we must always aim to let our core values be the foundation of our message.

Core values are the basis of Configura identity and positioning. They show a distin-guished feature over our competitors. They originate in our history and show at the same time the ambitions for the future. Core values describe the most important qualities - qualities that we want to stand for and that Configura will radiate. Core values will affect the tone between us working at Configura, but also in commu-nication with the outside world, and will lead us into companionship with new cowork-ers and partners.

PROGRESSIVEWe dare to go our own way, to think differently and see opportunities. We challenge and review. Configura is an innovator on a traditional market with new ways of work-ing. We will continue to move forward with great vigor, courage and strong will.

OPEN-MINDEDWe have a permissive internal culture of openness and curiosity, and an organization that facilitates collaboration both internally and externally. We will continue to develop a culture of openness, curiosity and collaboration.

HONESTIn an international market, many people claim to be honest. We show through action that cooperation which is characterized by honesty is a prerequisite for a long term investment.

GRAPHIC MANUAL

WHY A GRAPHIC MANUAL

To preserve and enhance Configura as a trademark and company nameit requires that logos and other graphic elements are used consistently and uniformly. With a clear and coherent graphic profile, our target groups will immediately know that Configura is the sender.

MAIN LOGO

Main Logo for Configura Sweden AB / Configura Inc. is available in four variants. The logo consists of a symbol and letters. Whenever possible, always use this logo, espe-cially in external marketing and the basic material.

Basic materials include business cards, letterheads, envelopes, correspondence cards, invoices, proposals and project specifications.

CONFLOGO.epsColors: PMS 202 + blackUsed in printing and 2-color printing.Is always placed on a white background.

CONFLOGO_cmyk.eps4-colorUsed in 4-color printingIs always placed on a white background

CONFLOGO_sv.epsBlackUsed in black and white print. Also used when logo placed on a brightly colored background.

CONFLOGO_vit.epsWhite / negativeUsed when the logo is on the dark bot-tom. Also used for projections and light boards.

Use this logo where the main logo is obviously not suitable in shape, for example on mugs and other profile products. The alternative logo is available in four variants used in the same way as the main logo.

ALTERNATIVE LOGO

The size of the logo varies depending on the context it is used in. However, there are some sizes that are more common than others. Put simply this logo on a white background.

15mm

15m

m

THE LOGO SIZE AND PLACEMENT

The Logo can also be placed on the back of a printing material with contact details. The size is then 15 per cent (28 mm wide). Sign + addresses placed on the left side and at least 10 mm from the edge. The address is in line with C: et. The text is inserted into Akzidens Grotesk Light 8 pt. Spacing 10 pt. The distance between the two Swedish agencies addresses are 2 pt Configura Inc. placed with a blank line between them and put in Akzidens Grotesk Medium 8 pt.

Basic Materials - envelopes, letter-head, etc. If possible, always use the preprinted letterhead.

The external marketing materials, edu-cationa material, ads, project specifica-tions, etc. placed the logo on the front page in the lower right corner. The size of the logo aligned to the size of the print there. On an A4 the logo is 25 percent (48 mm wide). Place the logo 15 mm from the edge, measured from the literal part. In an A5 the logo is 20 percent (38 mm wide). The distance to the edge is 10 mm.

10mm

Drottninggatan 14, Box 306SE-581 02 Linköping, SwedenTel. +46 13 37 78 00 Fax +46 13 37 78 [email protected] Bommen 1SE-411 04 Göteborg, SwedenTel. +46 31 13 48 54 Fax +46 31 13 48 [email protected] Inc.100 Grandville AVE SW STE 501Grand Rapids, MI [email protected] 10

mm

FREE ZONE

In order for the logo to be clear in all contexts, other elements are not allowed too close to the symbol or the company name.

The free zone is determined by the x-height of the logotext configura. No text or graphical elements may be positioned inside the zone.

Contact details are placed below the logo. The distance to the logo is equal to the x-height.

XX XX

Drottninggatan 14, Box 306

SE-581 02 Linköping, Sweden

Tel. +46 13 37 78 00 Fax +46 13 37 78 55

[email protected]

Lilla Bommen 1

SE-411 04 Göteborg, Sweden

Tel. +46 31 13 48 54 Fax +46 31 13 48 33

[email protected]

X

Akzidens Grotesk LightRunning text

Akzidens Grotesk RegularRunning text on colored background. Colored text.

Akzidens Grotesk ItalicQuotations, captions, subheadings, etc.

Akzidens Grotesk MdIntermediat headers, quotations

Akzidens Grotesk BoldHeaders

HOUSEFONT

Configura housefont is Berthold Akzidens Grotesk. There are many fonts in the font family but only a few of the cuts should be used, otherwise the impression will be messy. Here we present the most prevalent varieties and when they should be used.

abcdefghijklmnopqrstuvxyzåäö123456789ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖ





Body text (body) in letters, specifications, brochures, etc. are written in Akzidens Grotesk Light, 10 pt, line spacing 13 ptIn e-mail the font Verdana is used, because it is optimized for screen. The size of the body text is 8pt.

HOUSE COLORS

A consistent use of color, shape, font and logo creates input. Color can also be used for both to stay together or separating different parts of the company communication and information materials.

In the basic material only black andPMS 2612 should be used. There is also a gray color and the logocolor that can be used.

PMS 202

PMS 2612 C 0% M 0% Y 0% K 15%

R 220, G 221, B 222

BASIC FORM

The basis in Configura graphical form is simplicity. Clean surfaces and much white space. Here’s the basic template for power point, front page of a brochure, etc. A color field, an illustration or photographic image covers all or part of the surface which here is highlighted in gray.

Header, header, header

Documents

Brandbook Configura