8x8, inc. brand identity guidelines -...

8x8, Inc. Brand Identity Guidelines

The Champion

for Small Business

Communications

Version 2.1 / 12.08.2009

3

Brand Identity Guidelines: Version 2.1 / 12.08.2009

Our mission and values 8x8 Brand

Our mission

By simplifying and integrating communications, we help our customers be more productive,

operate more effi ciently, and save money. Our technology leadership and continual innovation

has enabled us to provide innovative Communications Solutions to take business to the next level.

Our values

We are champions for small business communications.

Energetic: excited, positive, dynamic, focused

Smart: knowledgeable, curious, ingenious, always thinking, we get it

Friendly: trustworthy, reliable, cooperative, supportive

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8x8 logoLogo

The 8x8 logo is the cornerstone of our identity. This section of the guide gives you the essential

recommended information to maintain consistency when utilizing our logo. Constantly adhering

to these suggested principles will help ensure that you use our logo in a confi dent and consistent

manner.

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Logo

The 8x8 logo is the most immediate representation of our company, our products and

our people. It represents our company in various applications, from packaging and ads

to brochures, presentations and signage.

8x8 symbol

The main element you’ll notice in our logo is the stylized ”8x8.” This dynamic symbol

represents not only our name but also our leadership in technology and continual

innovation as the Champion for Small Business Communications.

Logotype

Our logotype is a timeless and strong, yet friendly custom upper and lowercase

typeface. It is easily read at all sizes and helps differentiate us from our competitors.

Color variations and assets

The 8x8 logo is available in a variety of color variations: 4-color, 2-color and 1-color.

See pages 10-13 for details

Logotype

8x8 Symbol

Logo elementsLogo

8


100 px

0.75”

Clear space is the area surrounding the logo that must be kept free of other graphic elements. The minimum required clear space is defi ned by the measurement “x” as shown.

This measurement is equal to the height of the “8” in the 8x8 logotype.

We want our logo to stand out, so we’ve established minimum sizes, as shown in the following examples. The minimum sizes included here should accommodate most

applications. Some promotional applications may require logo usage below minimum size. For approval of such usage, please contact Helen Johnson at [email protected]

prior to implementation.

X

Clear Space Minimum Size

Print

On-Screen

Clear space and minimum sizeLogo

X

X

XX X

11


2-color reversed logo

When printing, using 2-color or 5-color on a dark colored background, we recommend

using this reversed version of the logo for legibility purposes.

Example Usage:

Brochures, datasheets, success stories, whitepapers, business system and silk screen

on t-shirts.


When printing, using 4-color on a dark colored background, we recommend using this

reversed version of the logo for legibility purposes..

Example Usage:

Brochures, datasheets, success stories and other 4-color advertising materials.


When 2-color or 4-color printing is not available the 1-color reversed logo should be

used when the logotype is not legible on a black or dark colored background.

Example Usage:

Silk screen printing, embossing and debossing.

Background:

Dark colored background of

signifi cant contrast

File Name:

8x8_2C_PMS_Rev.eps

Background:



File Name:

8x8_4C_CMYK_Rev.eps

Background:



File Name:

8x8_1C_K_Rev.eps

PMS 187 spot

Reversed out of background

CMYK (C:30, M:100, Y:80, K:0)




Color variations and assets for print applicationsLogo

12


1-color black logo

When 4-color or 2-color printing is not available, and shades of black cannot be

produced due to printing limitation the 1-color black logo on a white background

should be used.

Example Usage:

Silk screen printing, embossing and debossing.

1-color grey logo

When 4-color or 2-color printing is not available, the 1-color grey logo on a white

background should be used.

Example Usage:

1-color advertising and 1 color whitepapers.

Background:

White or light colored

background

File Name:

8x8_1C_K.eps

Background:


background

File Name:

8x8_1C_Grey.eps70% black process

100% black process

100% black process

100% black process

Color variations and assets for print applicationsLogo

13


RGB (R:172, G:26, B:47)

RGB(R:255, G:255, B:255)

RGB logo

The RGB logo on a white background is the preferred version for on-screen and digital

applications. Two bitmap assets are available: a small version at 100 pixels wide

(minimum size) and a large version at 500 pixels wide which can be reduced to fi t

specifi c size requirements. Do not use the 100 pixel version to enlarge. Vector assets

are also available. These assets are not meant for offset printing applications.

Example Usage:

Websites, Web banner advertising, videos and PowerPoint presentations.

RGB reversed logo

The RGB reversed logo should be used when the logotype is not legible on a black or

dark colored background for on-screen and digital applications. Two bitmap assets are

available: a small version at 100 pixels wide (minimum size) and a large version at 500

pixels wide which can be reduced to fi t specifi c size requirements. Do not use the 100

pixel version to enlarge. Vector assets are also available. These assets are not meant

for offset printing applications.

Example Usage:

Websites, Web banner advertising, videos and PowerPoint presentations.

Background:


background

File Name:

8x8_RGB.eps (vector)

8x8_RGB-100.png (bitmap)

8x8_RGB-500.png (bitmap)

Background:



File Name:

8x8_RGB_Rev.eps (vector)

8x8_RGB_Rev-100.png (bitmap)

8x8_RGB_Rev-500.png (bitmap)

RGB (R:172, G:26, B:47)

RGB(R:0, G:0, B:0)

Color variations and assets for on-screen and digital applicationsLogo

14


Don’t change the scale of the symbol. Don’t modify the logotype.

Don’t add a stroke to the logotype.

Don’t use the logotype alone.

Don’t distort the logo.

Don’t stack or middle align the

symbol and logotype.

Don’t change the color of the logotype.

Don’t rotate the logo.

Don’t change the color of the 8x8 symbol. Don’t change the logo to all red.

Don’t switch the order of the

logotype and symbol.

Don’t add a gradation to the symbol.

Always use the approved artwork, and never recreate our logo elements or make changes to the approved artwork.

MisusesLogo

15


4-color and 2-color

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

4-color and 2-color reversed

Background value ranges

The following pages show the approved background value ranges that ensure proper visibility of our logo and the unacceptable background percentages.

Background controlLogo

16


1-color reversed

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

1-color black

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

1-color grey

Background value ranges (continued)


17


Correct Usage Incorrect Usage

The preferred backgrounds for our logo are white and black, but in some cases it is necessary to use the logo over a colored substrate, photograph or patterned background. In

these cases, it is extremely important to ensure the visibility of all logo elements and to use light textured backgrounds.


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Color paletteVisual Style

Primary color palette

Our corporate color is 8x8 Red (Pantone 187). We use this color in our logo, backgrounds and typography. Red, dark gray and black are primarily used for text. These colors and

tints of these colors can be used in charts, graphs and other diagram types.

Pantone CMYK RGB Web-Safe Hex

PMS 187 C / PMS 187 U C:0 M:100 Y:79 K:20 R:176 G:26 B:47 Web AC1A2F

70% Black C:0 M:0 Y:0 K:70 R:110 G:110 B:110 Web 6D6E71

30% Black C:0 M:0 Y:0 K:30 R:190 G:190 B:190 Web BEBEBE

White C:0 M:0 Y:0 K:0 R:255 G:255 B:255 Web FFFFFF

Black C:0 M:0 Y:0 K:100 R:0 G:0 B:0 Web 000000

The following misuses of color should be avoided to ensure consistent presentation of the 8x8 brand identity.

• Do not use the 8x8 colors to delineate 8x8 sub-brands, products, services or divisions.

• Do not introduce any color into 8x8 communications other than those specifi ed.

• Do not calculate CMYK/RGB breakdowns by converting PMS colors in software such as Adobe Illustrator.

Use the breakdowns supplied in these guidelines instead.

• Do not use CMYK breakdowns recommended by Pantone. Use the breakdowns supplied in these guidelines instead.

8x8 RedPantone 187 C/U

Black8x8 Light Grey30% Black

White

8x8 Dark Grey70% Black

Please note that this color guide should not be used for accurate color matching. To obtain approved color swatches,

please contact the 8x8 Brand Manager, Helen Johnson at [email protected]

P: 408.727.1885NASDAQ: EGHTwww.8x8.com

© 2009. The 8x8, Inc. logo is a registered trademark of 8x8, Inc. 8x8, Inc. is a publicly traded company. Please recycle

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