Pointflip Brand Guides

Pointflip PositioningExpressionAssets

Brand GuidesMarch 2015

2Pointflip PositioningExpressionAssets

That simple idea is what sparked a group of passionate technologists to create a solution that would empower IT professionals to be more successful in reaching their business goals. And so Pointflip was born - a solution that reduces cost, increases productivity, and ultimately enables IT to exceed the demands of the modern business.

In the following pages, we provide guidance on the Pointflip brand, so that it can be understood and properly expressed. The goal is that whoever you may be, you will design, write, speak, and carry the brand in a manner that is true to its core.

There is a better way to do Information Technology.


Contents

Positioning Expression Assets

Statement Personality Logo

Promise Who Pointflip Is Typography

Values and Beliefs What Pointflip Is Color

Emotive Framework Imagery

Look and Feel Iconography / Illustration

Tone and Manner

Tone of Humor


Brand Positioning

5

Positioning Statement

Pointflip is the next-generation IT systems management solution that enables IT professionals to efficiently and effectively meet the demands of the fast-evolving business space. Pointflip simplifies the customization, distribution, and management of workforce OS’s, applications, and data, on any device, over the air, from any location. Pointflip is intuitive and easy to use, requiring little to no training of IT resources. Pointflip is entirely based in the cloud, largely eliminating IT infrastructure costs and enabling scale on-demand. With Pointflip, IT can successfully reduce operational costs, increase executional efficiency, and be proactive in IT systems administration and maintenance.


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Brand Promise

To empower IT professionals to efficiently and effectively meet the IT demands of the fast-evolving business space.

Core Mission and Purpose

Pointflip enables simple, fast, and remote IT systems management to increase efficiency and productivity across the entire workforce, while also leveraging the scale and cost benefits of the cloud.

Core Value Proposition


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Core Values - Core Beliefs

We value SimplicityWe believe that removing complexity activates efficiency, efficacy, and versatility.

We value EmpathyWe believe that understanding market challenges and objectives yields useful solutions.

We value EvolutionWe believe continual improvement is rooted in future-forward thinking.

We value SolidarityWe believe trust can only be established upon a record of stability and high-performance.

Successful execution of the Pointflip brand should elicit this sentiment from our customers:

“Pointflip is inexpensive, reliable, easy to use, and can be accessed anywhere – it helps us respond to problems quickly, solve problems faster, and be proactive and successful in getting the job done.”

Statement of Conviction



Brand Expression

9

Brand Personality

The Pointflip brand loves both technology and people, and is based on the belief that great technology should ultimately exist for the purpose of helping real people be successful.

The personality of the brand embodies this core world-view by being modern but relatable, serious but engaging, and technical but human.


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Who Pointflip Is - Who Pointflip Is Not

Intelligent Friendly Dependable Inspirational

Pointflip loves technology – it understands how technology is evolving, and how it can become something useful for its customers.

Pointflip is always disarming, and makes people feel understood and accepted. Pointflip finds ways to make complex concepts easy to understand, and difficult challenges easy to solve.

Pointflip knows that its customers’ success relies on it being there 24 / 7 / 12. It is always available, always on, and always in top form.

Pointflip believes that everyday people can be extraordinary, and is constantly looking for ways to empower that in its customers.

The Pointflip brand is:

Stagnant or arrogant

Sloppy or intimate

Inflexible or impersonal

Aggressive or naive

The Pointflip brand is not:


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What Pointflip Is - What Pointflip Is Not

… a low-cost, high value solution for everyday use

… an expensive, one-time solution

… so intuitive that virtually anyone can use it

… something that requires deep technical knowledge to use

… designed for the future of IT … based on old methods

… something that simplifies and reduces work load

… something that increases complexity and requires more time to use

Pointflip is: Pointflip is not:


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Emotive Framework

Feature Benefit Emotion

Cloud based Low-cost, scalable Value

Remote access Anywhere anytime use Liberation

Multiple device support Familiarity Accommodation

User self-service Shared administration Freedom - Relief

User access administration Control Comfort

Intuitive UI Easy to use Empowerment

Pointflip brings tangible value to its customers:


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Look and Feel

CleanVisuals should have plenty of breathing room – uncluttered and easy to comprehend.

VibrantVisuals should have energy without being overly aggressive – high impact without being overtly loud.

CurrentVisuals should be set in the ‘now’ – contemporary, and neither dated nor futuristic. Visuals should accomplish this without being edgy or excessively young.

EngagingVisuals should be inviting and clear, and seek to bring concepts to life in a simple and compelling manner.


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Tone and Manner

UncomplicatedVoice should always seek to articulate complex concepts as simply as possible, and in the shortest way possible.

HelpfulVoice should communicate a genuine desire to accommodate and empower.

Real SpeakVoice should speak the way that real people do – use universal catch-phrases without being irreverent or too youthful.

OptimisticVoice should always speak in terms of what is possible and the value of innovation.


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Tone of Humor: Likable

Empathetic Mean

Witty Irreverent

Clever Heavily sarcastic

Widely understood by the audience At the expense of the audience

Use humor that is: Do not use humor that is:



Brand Assets

17

Logo Identification

Graphic Mark Word Mark

The Pointflip logo is the anchoring brand asset: it embodies the brand and all it stands for.

It is comprised of a graphic mark and word mark. The word mark must always be used with the graphic mark in the defined lock up, never alone. The graphic mark can be used alone for specific applications.

These two variants represent the logo hierarchy. The primary brand mark is used to represent the brand generally, and applies to all instances where the brand is expressed. The secondary brand mark is used as an accent or design element, and instances where the full logo is not appropriate, such as a product icon and favicon.

Primary Brand Mark

Secondary Brand Mark


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Logo Color, Clearspace, Size

Full Color

One Color

Minimum Clearspace

The full color versions of the logo are always preferred. For some applications, the one color versions may be used. No colors other than those presented here may be used to treat the logo.

Color

Minimum clearspace equals the width of the lowercase ‘n’ in the Pointflip logo as demonstrated here. The minimum-size use of the logo is 1 inch wide.

Clearspace and Size

Minimum Size

1 inch wide


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Logo Correct Use

Choose the appropriate logo option for the background. Logo should only be placed on backgrounds that have minimal texture and not too busy. Background colors that wash out the logo or cause color conflict should never be used.

Appropriate Backgrounds

PointflipSolutions

Do not add effects to the logo.

Do not change the logo colors.

Do not change the logo font.

Do not link words to the logo.

Do not distort the logo.

Logo Do Not’s:


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Typography - Fonts


The Pointflip brand font is Avenir. It may used in a variety of weights and sizes as appropriate to the application. Preferred weights are Book, Medium, and Black. Use of other weights such as Light and Heavy should be avoided.

Brand Font Avenir Book

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Avenir Medium


Avenir Black


For desktop applications, Pointflip uses Helvetica or Arial, which are standard fonts on all computers. Use these fonts for all general use, including PowerPoint, Word, email copy, etc.

General Use Font

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Typography - Use and Hierarchy


Generally, Avenir Book should be used for most typography applications. Use of italics should be avoided in favor of using a heavier font weight to call-out specific body text.

Titles - 230% - Avenir Book, 22 pt

Any sufficiently advanced technology is indistinguishable from magic.

Subtitles - 112% - Avenir Medium, 14 pt

Any sufficiently advanced technology is indistinguishable from magic.

Body Text - 100% - Avenir Book, 11 ptAny sufficiently advanced technology is indistinguishable from magic.

For titles and subtitles, use Avenir Book or Avenir Medium. Titles should be indicated primarily by character size rather than weight. Generally, titles should be in standard case, though all-caps may be used as a stylistic application for marquee level text.

Title Text

Avenir Book should always be used for body text.

Body Text


Color Palette

The primary palette should be used to establish the basic visual tone of all branding design. Overall, designs should balance the identifiable tints of Obsidian and Pewter with the rest-space of white, using Orange for accent and vibrancy.

Primary

The secondary palette is meant to be used in context of the primary, for additional accent and to amplify the base visual language established by the primary palette. The secondary palette should never ‘lead’ or be used without the primary palette.

Secondary

OrangeCMYK 0-50-100-0RGB 245-148-31HEX f5941f

YellowCMYK 0-30-85-0RGB 252-186-64HEX fcba40

TangerineCMYK 0-77-100-0RGB 255-94-0HEX ff5e00

ObsidianCMYK 73-58-45-25RGB 74-87-100HEX 4a5764

PewterCMYK 60-46-39-8RGB 111-121-131HEX 6f7983

GrayCMYK 28-20-19-0RGB 183-188-193HEX b7bcc1

BlueCMYK 100-19-0-7RGB 0-141-205HEX 008dcd

WhiteCMYK 0-0-0-0RGB 255-255-255HEX ffffff


Imagery - Lifestyle

Lifestyle images in brand communications should serve two purposes: to be both emotive and literal. Images should communicate reality concepts in an interesting way, and should be thoughtfully chosen in context of the copy they are paired with.

Un-staged

Compelling point of view

Tasteful

Casual

Relatable

Make it:


Imagery - Lifestyle

Contrived

Business dress

Altered reality

Goofy

On studio white background

Do not use images that are:


Iconography and Illustration

Graphic icons and illustrations should be used to convey information, not as a decorative element. When possible, use forms that convey the idea with levity, but never at the expense of clarity.

Graphics should utilize forms that are engaging and clear, not over embellished and without harsh edges.

Style should be flat and one-color. Never apply rich color or gloss effects to graphics.

Do not create a new icon if one already exists.


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