BRAND
GUIDELINES
Version 1.0 – 10.27.1503
Introduction
04
Brand Positioning
05
Logo
17
Tagline
19
Color
22
Typography
25
Photography
27
Applications
BRAND
GUIDELINES
Version 1.0 – 10.27.15CONTENTS
3
The visual representation of the principles that make
up the Guidance brand is made up of a number of core
elements, business decisions and strategic agreements
creating a distinctive look and feel that is immediately
recognizable. The following pages in this guide set a
standard that will assist creative professionals and our
partners in designing and producing dynamic and powerful
communications that will be associated with the Guidance
brand. As such, it is essential that these elements be used
consistently and continuously used according to these
standards whenever possible.
INTRODUCTION
4
Guidance provides a mission-critical foundation of
applications and services that companies and governments
depend upon to secure their digital environments from
internal and external threats—including the devices that
access them and the valuable information stored within.
We help data security professionals find and neutralize
threats. We’re the trusted partner of law enforcement and
legal professionals because our forensics and electronic
discovery applications help them perform successful
investigations and win cases. We get digital chaos under
control and conquer any data security challenges with
lightening fast intervention. The goal is for our clients and
their customers can go about their business without fear
or disruption, knowing their most valuable information is
safe and secure…from beginning to endpoint.
BRAND POSITION
5
The Guidance logo is one of the first things about the
brand to be noticed and remembered and therefore it
is critical to create familiarity by adhering to these rules
and responsibilities. It is to be reproduced ONLY in the
fonts, relative positioning and color specifications that
appear on the following pages. Do not substitute the
prescribed blue-gray, orange or black options with any
other colors, including those found in the secondary color
palette. The two-color version is preferred for use in most
applications. The other options should be used only when
circumstances (aesthetic, technical or otherwise) prevent
the use of the preferred version.
LOGO
6 Logo – Design & Usage
There are four versions of the logo that should only be used horizontally. The full color, positive logotype is preferred and should be used wherever possible. To ensure legibility and optimum reproduction quality in all printing and digital applications the logo color chosen should always contrast with the background. The logo can be used without the tagline when space, usage or preference calls for economy.
Legal disclaimer: When the logo is used without the tagline, the registered trademark symbol (™) should be used and placed in the size and location as shown.
LOGO
7 Logo – Design & Usage
When using the logo with the tagline all of the rules for color and background choice are still applicable. The font usage for the tagline is not to be changed, altered or enhanced for any reason. If the chosen font is unusable for any reason, use the version of the logo without the tagline. The prescribed position, relative size and spacing should not be deviated from for any reason otherwise, choose a logo version without the tagline.
Legal disclaimer: When the logo is used without the tagline, the registered trademark symbol (™) should be used and placed in the size and location as shown.
LOGO
Tagline Version
8 Logo – Design & Usage
Use of the bug on its own is allowed, however, it should never be a complete stand in for the logo. It can be used as a way to brand deeper pages in a multi-page document where the full guidance logo has already appeared. It may also be used on its own on apparel or giveaway items, but the name “Guidance Software” must appear elsewhere on the item; eg. as a text treatment on the back of a hat where the bug appears on the front. When using the bug, all of the rules for color and background choice are still applicable.
LOGO
9
The full color, positive logotype with tagline locked up is the preferred version and should be used wherever possible. The clear space around the logotype on all sides should be equal to the height and width of the Guidance Arrow. This will allow for maximum legibility and impact.
The full color, positive logotype is the preferred version and should be used wherever possible. The clear space around the logotype on all sides should be equal to the height and width of the Guidance Arrow. This will allow for maximum legibility and impact.
LOGO
LOGO
Clear Space
with Tagline
Clear Space
From beginning to endpoint.
Logo – Clearance10 Logo – Minimum Sizes (Digital)
Digital – To ensure legibility and
impact, the minimum size for the logo with the tagline is 200 pixels in width.
Digital – To ensure legibility and
impact, the minimum size for the logo without the tagline is 150 pixels in width.
LOGO
LOGO
Minimum Size
with Tagline
Minimum Size
150 pixels in width 200 pixels in width11 Logo – Minimum Sizes (Print)
1.375 inches in width
2 inches in width
From beginning to endpoint.
Print – To ensure legibility and impact,
the minimum size for the logo with the tagline is 2” in width, at 300 dpi.
Print – To ensure legibility and impact,
the minimum size for the logo without tagline is 1.375” in width, at 300 dpi.
LOGO
LOGO
Minimum Size
with Tagline
Minimum Size
12 Logo – Color Specification
LOGO
The Guidance logo is to be reproduced ONLY in the color specifications that appear on this page. Do not substitute any color for the prescribed Guidance Gray (5405) and Guidance Orange (165) in the white or black options even with colors found in the secondary color palette. It is critical to establish the new logo and tagline in the prescribed colors for maximum impact.
Color Specifications
PMS 5405
CMYK 68 / 35 / 17 / 40 RGB 79 / 117 / 139 HEX# 4F758BPMS 165
CMYK 00 / 70 / 100 / 00 RGB 255 / 103 / 31 HEX# FF671F13 Logo – Alternative Color Usage
Full Color
Black
White
The full color, positive logotype is preferred and should always contrast with the background. For applications on darker backgrounds there’s a white (reversed) version with orange arrow. There are also alternate grayscale and black and white versions of the logo that are acceptable when usage demands a non-color application. In these alternatives, the logo should still ONLY be used horizontally.
Legal disclaimer: When the logo is used without the tagline, the registered trademark symbol (™) should be used and placed in the size and location as shown.
LOGO
Alternative
Color Usage
Reversed (for use on dark backgrounds)
14 Logo – Partner Lockups
All partner names utilize Open Sans Light and should be locked up to the right of the Guidance Logo, preferably
separated by a bar. Above is one example of a partner lockup. Please note the size, placement and color of the partner name.
LOGO
Partner
lockups
Preferred partner lockup example Partner logo lockup example
Usage on a logo wall
Ample space is given around the guidance logo
Clearspace
Whether locked up with a type treatment or a logo, the clearspace rules apply
Partner Logo
Partner Logo
Partner Logo
Partner Logo
Partner Logo
15 Logo – Using the arrow
The arrow in the “G” of the logo may be used as a design element. It should be used sparingly so as not to lose impact. It should only be used as an emphasis once per application. It should never be used as a replacement for bullet points or flipped to point left or downwards. Proper usage is to frame the word of emphasis over the upper right corner, as shown.
LOGO
Use of the
guidance arrow
SOLVING FOR
16 Logo – Improper Usage
DO NOT apply effects
DO NOT skew or stretch DO NOT move or adjust the tagline DO NOT rotate or use at an angle DO NOT remove the trademark ™ symbol
DO NOT change the logo colors
From beginning to endpoint.
From beginning to endpoint.
It is extremely important that the Guidance brand identity and other graphic elements be displayed correctly. This includes always using the correct colors, typefaces, relative positioning and the correct sizes of all graphical elements. The examples on this page are just a few example of unacceptable displays this is by no means an exhaustive list and does not give permission for any alterations not included herein.
Legal disclaimer: When the logo is used without the tagline, the registered trademark symbol (™) should be used and placed in the size and location as shown.
LOGO
17
A tagline is designed to describe the products, services,
mission and goals of a company in just a few words.
The tagline can be clever, confrontational, descriptive or
provocative. Regardless, it needs to create an emotional
impact. It needs to be a call to action and it needs
to be memorable.
“From beginning to endpoint.
™”
is the Guidance tagline and captures the spirit
and personality of our company.
TAGLINE
18 Tagline
The tagline, “From beginning to endpoint.™” encapsulates the
overall umbrella of security that Guidance provides for clients with a specific call out to the critically important, endpoint security. Generally the tagline will come after the name/logo to form a complete thought as in Guidance, from beginning to endpoint. It can also be used in specific editorial or ad copy as a descriptor or an ironic exclamation point. It should never be used as a stand-alone concept. It lives in Metro Nova Pro - Italic and our signature Guidance Orange to add emphasis and offer legiblity.
TAGLINE
From beginning to endpoint.
™
19
Color is an important element of any brand’s identity. Like
the iconic red of Coca-Cola
®and the unmistakable brown
of UPS
®, color helps the audience identify who you are at a
glance. The Guidance color palette, as described in usage
for the logo, creates a feeling of reliability, commitment and
trust, visually reinforcing the dedication that we put into
everything we do. Additional variations in the secondary
color palette are provided as accents to highlight specific
work, products and offerings while providing designers
options that align with the brand promise.
COLOR
20
Guidance Gray (5405) and Guidance Orange (165) are the main primary brand colors. These four primary colors should be the foundation of any branded designs. Guidance Gray is our most frequently used brand color. The dark hue makes type easy to read. The secondary use of Guidance Orange creates an added value of emphasis. Orange should be used sparingly, for example, in actions, notifications, certain buttons or calls to action.
COLOR
Color Palette:
Primary
Dark Gray (7540) and Cool Gray are supporting brand colors. These two colors should help the foundation of any branded designs. The contrast in hues makes type easy to read. The secondary use of these colors create an added value of a trusted, technology leader. These should be used sparingly, for example, in backgrounds or where needed in open fields or color fills.
COLOR
Color Palette:
Secondary
Color Palette – Primary and Secondary
PMS 5405
PMS 165
CMYK 68 / 35 / 17 / 40 RGB 79 / 117 / 139 HEX# 4F758B CMYK 00 / 70 / 100 / 00 RGB 255 / 103 / 31 HEX# FF671FPMS 7540
PMS COOL GRAY 1
CMYK 41 / 28 / 22 / 70 RGB 75 / 79 / 84 HEX# 4B4F54 CMYK 04 / 02 / 04 / 08 RGB 217 / 217 / 214 HEX# D9D9D621 Color Palette – Tertiary
Dark Blue (2955) and Bright Blue (306) are the brand’s supporting colors. These tertiary colors should be used lightly in any branded designs. Dark Blue (2955) makes type easy to read, whether it’s the color of the copy or the background it’s being knocked out of. Bright Blue (306) creates an added value of emphasis. Bright Blue should be used sparingly, similar to Guidance Orange, in actions, notifications, buttons or calls to action.
COLOR
Color Palette:
Tertiary
PMS 2955
PMS 306
CMYK 100 / 60 / 10 / 53 RGB 00 / 56 / 101 HEX# 003865 CMYK 75 / 00 / 05 / 00 RGB 00 / 204 / 255 HEX# 00CCFF22
Chosen to represent the brand in all communications that
require words or characters, our fonts and typography are an
important part of our visual identity. To help ensure that all
of our visual communications are consistent, the Guidance
brand rests on two specific typography families. Like colors
and imagery, fonts play an important role in the visual
aspects of a brand. They have been carefully chosen to align
with our authentic brand promise of security, commitment
and peace of mind. Their use needs to be unconditional
in all communications, be they one letter, a few words, a
paragraph or an editorial.
TYPOGRAPHY
23 Typography – Typefaces
Metro Nova Pro Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
12345678910!?/:@#$%^&*()_+
Open Sans Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
12345678910!?/:@#$%^&*()_+
Metro Nova Pro Light
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
12345678910!?/:@#$%^&*()_+
Open Sans Light
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
12345678910!?/:@#$%^&*()_+
Simple, yet distinct, the typefaces that represent Guidance are choices that will set the brand apart from all of our competitors. They are both modern and traditional with an ironic nod to the need for security for businesses and how it has evolved. In the digital age detection, protection and prevention have evolved from the need for man power to need for brain power, as the complexity of threats have evolved from the physical to the technical.
TYPOGRAPHY
Our Brand Typefaces
Headline Body Copy
24 Typography – Product Typography
All product names utilize Open Sans Bold and should always include the supporting “by Guidance Software” signature in order to maintain brand recognition. If the product name is being used with prominent Guidance branding, the endorsement can be omitted. Product names that are registered trademarks of Guidance should be appropriately marked. Above are the six designated colorways that
our product names can appear in. Please note the size, placement and color of the signature endorsement.
TYPOGRAPHY
Product Typography
PRODUCT TYPE TREATMENT - Open Sans Bold | color on blue
Tableau
EnCase
®Endpoint Security
EnCase
®Portable
EnCase
®eDiscovery
EnCase
®Enterprise
EnCase
®Forensic
by Guidance Software by Guidance Software by Guidance Software by Guidance Software by Guidance Software by Guidance SoftwarePRODUCT TYPE TREATMENT - Open Sans Bold | Color on white
Tableau
EnCase
®Endpoint Security
EnCase
®Portable
EnCase
®eDiscovery
EnCase
®Enterprise
EnCase
®Forensic
by Guidance Software by Guidance Software by Guidance Software by Guidance Software by Guidance Software by Guidance SoftwarePRODUCT TYPE TREATMENT - Open Sans Bold on white
Tableau
EnCase
®Endpoint Security
EnCase
®Portable
EnCase
®eDiscovery
EnCase
®Enterprise
EnCase
®Forensic
by Guidance Software by Guidance Software by Guidance Software by Guidance Software by Guidance Software by Guidance SoftwarePRODUCT TYPE TREATMENT - Open Sans Bold | White on black
Tableau
EnCase
®Endpoint Security
EnCase
®Portable
EnCase
®eDiscovery
EnCase
®Enterprise
EnCase
®Forensic
by Guidance Software by Guidance Software by Guidance Software by Guidance Software by Guidance Software by Guidance SoftwarePRODUCT TYPE TREATMENT - Open Sans Bold | color on blue
Tableau
EnCase
®Endpoint Security
EnCase
®Portable
EnCase
®eDiscovery
EnCase
®Enterprise
EnCase
®Forensic
by Guidance Software by Guidance Software by Guidance Software by Guidance Software by Guidance Software by Guidance SoftwarePRODUCT TYPE TREATMENT - Open Sans Bold | Color on white
Tableau
EnCase
®Endpoint Security
EnCase
®Portable
EnCase
®eDiscovery
EnCase
®Enterprise
EnCase
®Forensic
by Guidance Software by Guidance Software by Guidance Software by Guidance Software by Guidance Software by Guidance Software25
Guidance understands that fear is a major component in the
business of cyber security. But unlike our competitors our
visual communications need to reflect a buffer against fear
rather than a provocation of fear. All photography should
feel smart, savvy and high tech showing people engaged
in purposeful interactions. Photography should reflect a
sense of calm, with people fearlessly attacking their workday
with the confidence that they are secure. People should be
smiling creating relationships that provide the peace of mind
needed to conduct business in an atmosphere of trust.
PHOTOGRAPHY
26 Photography – Imagery Style and Composition
The photography and imagery that represents the Guidance brand should inspire collaboration, confidence and peace of mind. It also needs to convey an attitude of forward thinking, problem solving with a high level of humanity and personal touch. Alternatively, technology images associated with the brand should represent big data, and the ever changing landscape of digital endpoints. Stylistically, they should be more abstract with limited colors to reduce distraction and over stimulation. Overall, the message should be: “We take something complex and simplify it to help you identify and solve problems.”
PHOTOGRAPHY
Imagery Style and Composition
27
The following are examples of how the brand identity
system—including the logo, the tagline and the colors—could
and should be used in usual applications. It is important to
align all uses of the identity with the guidelines presented
in this book. Any deviation that a particular application calls
for should be made with care and a respect for the closest
adherence as possible. Banner ads, brochures, posters,
email campaigns, print ads, websites, video and other forms
of marketing communication should create a favorable,
long-lasting impression, generating interest and support
for the new Guidance brand.
APPLICATIONS
CONTACT
Get in touch.
Headquarters
Guidance Software, Inc. 1055 E. Colorado Blvd. Pasadena, CA 91106-2375 Toll Free: Main: Fax: 1(866) 229.9199 1(626) 229.9191 1(626) 229.9199
