variable graphic identity guidelines

Corporate Identity Guidelines page | 1October 2013

Corporatate Identity GuidelinesOctober 2013


At Variable, Inc., we make sensory platforms that connect apps and smart devices to the

real world, in new ways.

By doing this, we are transforming how people make sense of the world.


Welcome.

Use these assets and logo guide to understand how we communicate the Variable brand.


Table of Contents

Introduction

What’s a Brand? .....................................................................................The Variable Brand Promise ................................................................The Variable Brand Personality ..........................................................

563

The Variable Logo

The Variable Logo ..................................................................................Clear space and Minimum Size ............................................................Logo Color Variations ............................................................................Logo Misuse .............................................................................................Logo Placement ......................................................................................

45678

Visual Identity

Modular ...................................................................................................Color Palette ..........................................................................................Typography .............................................................................................Stationery/Business Cards .................................................................Branded Merchandise ..........................................................................Imagery ...................................................................................................

111213141516

The NODE+ Logo System

The NODE+ Logo System ...................................................................Clear space and Minimum Size .........................................................Logo Color Variations ..........................................................................Logo Misuse ..........................................................................................Logo Placement ...................................................................................

1718192021

Legal Guidelines

Company Name ....................................................................................When to Add Trademark Symbols to Logos .................................Trademark symbols on the Web ......................................................Copyright notice & attribution statements ................................

24252627

For more information 30

Introduction


Brand.What’s a Brand?A brand is more than a just name or a logo.It is more than a logo on a box.And more, ultimately, than what the box contains.

The guidelines that lead the communications for Variable products and services are part of a much larger effort — to build awareness, understanding and faith in the NODE+ brand and Variable products and services. We built the Variable brand to last.

What is this guide?This guide is an overview of product and brand assets for Variable, Inc. It includes copy blocks, image assets, logo and color guidelines for use in your marketing materials.

Why is this guide important?Users around the globe actively use NODE+ to track, share and communicate data from the world around them. As that number grows, and new people in new markets begin to integrate with the NODE+ platform, delivering a clear and consistent message is vital.

Consistency is key.Our goal is to make sure that Variable is a brand people can trust. This guide is designed to help you communicate Variable’s brand in a way that is honest, informative, and innovative.

For more information about brand permissions and guidelines, visit:

www.variableinc.com/brandpermissions.


The Variable Brand Promise

AvailableWe are readily available to answer questions and offer support to the customer any time, anywhere and on their medium of choice.

InformativeMore interactive — we seek to innovate, educate and inform the world around us — in new ways. With an open API, imagination, and engineering, the possibilities are endless.

PersonalizedInteractions and transactions are easy. Our products are modular, with unlimited sensor capabilities to fit your needs.

OUR VALUES

We create sensor platforms that connect

apps and smart devices to the real world in new ways.

OUR PROMISE

OUR SECTORS

INN

OVA

TIO

N

EDUCATION

INTEG

RA

TION

IN

DUSTRY

CO

NS

UM

ER

HEA

LTH &

FITNESS COLOR TECHNOLOGY EDU

CA

TION

G

OVERNM

ENT

Variable enables people and organizations to engage with the world around them in new ways.

Our brand should engage our audience in an effective and meaningful way.

We believe effective experiences are:

The Variable Brand Personality Brands, like people, have personalities.The most successful brands understand that a distinctive personality can not only make a brand promise more believable, but It also can make a brand and its promise more meaningful, enhancing its value and building customer loyalty.

The Variable Brand is:

InnovativeWe are highly creative and strive to sense the world around us in ways that no one has done before.

ConfidentThe Variable brand is focused on the task at hand. It knows it can exceed your expectations.

ApproachableThe Variable brand is a tool — a resource that you can depend on. It is strong, trustworthy and likeable.

The Variable Logo


The Variable Logo

The Variable corporate logo is a representation of our company, our people, and our brand to the world.

It is a valuable corporate asset that must be used consistently in the proper, approved forms.

The Variable logo is a considered piece of artwork. The proportion and arrangement of wordmark have been carefully determined.

The logo should never be typeset, recreated or altered. These changes prove inconsistencies that dilute the impact of the brand’s power.

There are two versions of the Variable logo - 1) The standard logo 2) The Variable “icon”

The Variable Standard Logo

The Variable standard logo should be used as an introduction of the Variable brand on communication.

Standard Logo purposes:

1. To open or close a piece: i.e. bottom of datasheet or brochure.2. Branded Merchandise: i.e. Shirt, pen, bag, document or web page.3. By third parties, under license only (partner communications, co-marketing, sponsorships, etc).

The Variable Icon

The Variable icon should be used as an symbol of the Variable brand on the web, as a social media icon. For instance, on Facebook, Linkedin, Instagram and Flikr brand pages.

Standard Logo

Variable Icon

The Variable Brand

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Clear space and minimum size

To preserve the Variable logo’s integrity, always maintain a minimum clear space around the logo.

This clear space isolates the logo from competing with graphic elements such as other logos, copy, photography or background patterns that may divert attention.

The minimum clear space for the Variable logo and the Variable Icon is defined as the height of the “V” in the wordmark.

This minimum space should be maintained as the logo is proportionally enlarged or reduced in size.

Clear Space Standard LogoClear Space

The Variable IconClear Space

Variable LogosMinimum Size

1.75” 0.5”

The Variable standard logo and icon retains its visual strength in a wide range of sizes. However, when the logo is reproduced in print too small, it is no longer legible and its impact is diminished.

The minimum size of the logo for print is determined by the width of the Variable wordmark, which should not be reproduced in a size smaller than 1.75”in width for the standard logo, 0.5”in width for the Variable icon, as illustrated.

Minimum Size

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Logo Color Variations

The Variable logo can be reproduced in color whenever necessary. For specific color values to use when reproducing the logo (spot or PANTONE®, 4-color process, Gradient, RGB), refer to the Color Palette section.

White is the most effective background on which to reproduce the color logo because it provides a clean, crisp contrast for each logo’s color and elements.


If color reproduction is not available or is not a feasible option, the logo should be reproduced in solid black or as a full-reverse in white out of a color background.

When the Variable logo is placed on a photographic image, the image behind the logo must be light enough to provide contrast for the positive logo or dark enough to provide contrast for the reverse logo.

Gradient logo, Spot logo, 4-color logo, RGB logo – for use on white backgrounds or where there is sufficient contrast between the logo and the background for reproduction.

Black logo – for use when color reproduction is not an option.

Full-reverse logo- for use when full color reproduction is not a feasible solution on dark or black backgrounds.

Grey logo PMS® Cool Grey 9 – for use when color reproduction is not an option.

Black logo – for use on light colored photographic images.

Full-reverse logo – for use on darkly colored photographic images.

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Logo Misuse

Incorrect use of the Variable logo compromises its integrity and effectiveness. The examples of logo misuse below are only a small sample of possible misuses of the Variable logo.

To ensure accurate, consistent reproduction of the Variable logo, never alter, add to, or attempt to recreate it.

Always use the approved digital artwork, available from Variable, Inc. Marketing Communications or from the the variable partner site:

www.partners.variableinc.com

Logo Misuse

Do NOT place a pattern within the logo. Do NOT change the color of the logo. Do NOT outline the logo.

VARIABLE™

Do NOT typeset the wordmark.

Do NOT stretch or distort the logo.

WIRELESS SENSORS

Do NOT combine the logo with other unspecified text..

Do NOT apply effects (drop shadow, bevel and emboss, glow)

Do NOT watermark the logo.

Do NOT tilt or change the orientation of the logo.

Do NOT combine the logo with other graphic effects or shapes.

Do NOT display the logo at smaller than minimum size.

Do NOT superimpose the logo on top of a busy graphic or photograph.

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Logo Placement

Whenever possible, the Variable logo should appear in the lower right-hand corner, in full color, on a white background. Consistent placement in this location on communications materials helps build awareness of the Variable brand.

Clear space from the bottom and right edge is equal to three times the height of the letter “V,” as illustrated in the diagram. If the logo cannot be placed in the lower right corner, an acceptable alternate placement is the top left corner.

Be sure to maintain the same amount of clear space from the top and left edges.

Logo Placement Primary Placement Secondary Placement Spacing for Primary Placement

Spacing for Secondary Placement



The NODE+ logo system is a modular representation of our product. The NODE+ sensor platform allows the user to perform many functions simultaneously.

This logo system is modular, allowing expansion as the user combines modules with the platform.

It is a valuable corporate asset that must be used consistently in the proper, approved forms.

The NODE+ logomark and single sensor wordmarks are carefully considered pieces of artwork. The proportion and arrangement of each piece have been carefully determined.

The logo should never be typeset, recreated or altered. These changes prove inconsistencies that dilute the impact of the brand’s power.


The NODE+ Logo should be used as an symbol of

the NODE+ brand in print and on the web, as an opening, or introduction to the product. Multiple sensor wordmarks can be used in combination with the NODE+ Logomark.

The NODE+ Brand

NODE+ Logo

Single Sensor Wordmark

myNODE app Logo

NODE+ Logo System


Clear space

To preserve the each NODE+ logo’s integrity, always maintain a minimum clear space around the logo.

This clear space isolates the logo from competing with graphic elements such as other logos, copy, photography or background patterns that may divert attention.

The minimum clear space for the NODE+ logo and the NODE+ logo combined with a single sensor is defined as the height of the “N” in the NODE+ wordmark.

This minimum space should be maintained as the logo is proportionally enlarged or reduced in size.

Clear space The NODE+ LogoClear space

The NODE+ Logo SystemClear space

Single Sensor Logos and myNODE appClear space

The minimum clear space for the myNODE logo is defined as the height of the “N” in the NODE wordmark.

The minimum clear space for a single sensor wordmark used independently is defined by the height of the tallest letter within that wordmark. For example, the minimum clear space for chroma is defined as the height of the “h” in the chroma wordmark.

The single sensor wordmarks should only be used independently when marketing a single module by itself, if applicable. Otherwise, single sensors should be used at modular pieces od the NODE+ Logo system.


Minimum size

The NODE+ Logo system retains its visual strength in a wide range of sizes. However, when the logo is reproduced in print too small, it is no longer legible and its impact is diminished.

The minimum size of the any of the NODE+ branded logos, for use in print or on the web are determined by the height of the NODE+ wordmark, which should not be reproduced in a size smaller than 1/4, or 0.25” in height.

This minimum size ensures that each logomark and wordmark remains legible, and builds brand assurance.

Minimum size The NODE+ LogoMinimum size

1/4”

Single Sensor Logos and myNODE appMinimum size

1/4” 1/4”

The NODE+ Logo System Minimum size 1/4”

1/4”

1/4”

1/4”

1/4”

1/4”



The NODE+ logo system and each of its modular parts can be reproduced in color when applicable. For specific color values to use when reproducing the logo (spot or PANTONE®, 4-color process, Gradient, RGB), refer to the Color Palette section.

White is the most effective background on which to reproduce the color logo because it provides a clean, crisp contrast for each logo’s color and elements.


If color reproduction is not available or is not a feasible option, the logo should be reproduced as a full-reverse in white on a darker background.

When a NODE+ logo is placed on a photographic image, the image behind the logo must be light enough to provide contrast for the positive logo or dark enough to provide contrast for the reverse logo.

Gradient logo, 4-color logo,– for use on white backgrounds or where there is sufficient contrast between the logo and the background for reproduction.

Reverse logo, NODE plus mark remains full color- for use when full color reproduction is not a feasible solution on dark or black backgrounds.


Logo Misuse

Incorrect use of the NODE+ logo system compromises its integrity and effectiveness. The examples of logo misuse below are only a small sample of possible misuses of the NODE+ logo system.

To ensure accurate, consistent reproduction of the each NODE+ logo, never alter, add to, or attempt to recreate it.

Always use the approved digital artwork, available from Variable, Inc. Marketing Communications or from the the variable partner site:

www.partners.variableinc.com

Logo Misuse

Do NOT rearrange any parts of the logo. Do NOT change the color of the logo. Do NOT outline the logo.

NODE+chroma™

Do NOT typeset the wordmark.

Do NOT stretch or distort the logo.

COLOR SENSORS

Do NOT combine the logo with other unspecified text..

Do NOT apply effects (drop shadow, bevel and emboss, glow)

Do NOT watermark the logo.

Do NOT tilt or change the orientation of the logo.

Do NOT combine the logo with other graphic effects or shapes.

Do NOT display the logo at smaller than minimum size.

Do NOT superimpose the logo on top of a busy graphic or photograph.


Logo Placement

Whenever possible, the NODE+sensor logos should appear in the top right-hand corner, in full color, on a white background. Consistent placement in this location on communications materials helps build awareness of the Variable brand.

Clear space from the top and left edge is equal to three times the height of the letter “N,” as illustrated in the diagram. If the logo cannot be placed in the top left corner, an acceptable alternate placement is the bottom right corner.

Be sure to maintain the same amount of clear space from the top and left edges.

Logo Placement Spacing for Primary Placement

Spacing for Secondary Placement

Primary Placement Secondary Placement


Visual Identity


Modular.The Variable brand’s graphic style is a modular system of elements that visually represent the endless capabilities of the NODE+ platform. This is illustrated through color, photography, typography, and communication.

Variable and the NODE+ logo system allows for a logical expansion, the ability to use multiple sensors on a single device. Each NODE+ logo allows for expansion, as NODE+therma+clima, etc. may be used on the same device.

When applying the Variable brand’s visualelements, especially photography, it is important to distinguish between Business Marketing-oriented and End-User focused applications when possible.

Business Marketing-oriented materials are materials that promote Variable solutions to a typically more enterprise-oriented audience (i.e., line of business, executives, and developers).

End-User refers to Variable products and services marketed to individual consumers. Because communications for Variable products and services can often differentiate between these two areas, slightly different design styles are recomended.

Business Marketing communications shouldemphasize Variable products and services expertise and commitment to corporate clients.

Business Marketing photography should reflect the technological benefits that Variable products and services promote.

End-User applications should communicate the uses and advantages of the NODE+ brand. End-User Photography should focus more on products and the individuals who use them.

Always keep in mind which market segment adesign is meant to communicate with, and applythe Variable brand’s identity guidelines to create the most effective application possible. Remember, these are guidelines, not strict rules.


Color Palette

PMS 2745

PMS 2985 CMYK 58,4,2,0 RGB 87,193,232

CMYK 82,89,0,2 RGB 81,63,150

PMS 370 CMYK 65,26,100,9 RGB 100,140,26

PMS 376 CMYK 55,3,100,0 RGB 130,188,0

PMS 3965 CMYK 55,3,100,0 RGB 130,188,0

PMS 172 CMYK 0,86,99,0 RGB 255,70,18

PMS Cool Grey 10

Color Palette

The NODE+ logo system and each of its modular parts can be reproduced in color when applicable.

The NODE+sensor logos are a combination word and logo mark. The plus logo mark is standard in blue plus gradient. This blue encompasses all NODE+ standard products. NODE+ pro line products are indicated by the orange gradient plus logomark. Likewise, single use NODE+ sensors are indicated by the green plus gradient logomark.

NODE+ gradients are to be uses as an accent, in typography, background color, and in the plus logomarks.

We’ve defined a core set of colors for you to start with. When pairing colors together, use a combination of vibrant and neutral colors, not all vibrant or all neutral. The colors after show that you can use the colors at various values.

NODE+ gradients

PMS Reflex Blue PMS Process Blue

Linear Gradient 50% Left to Right

Blue plus gradient

PMS 172 PMS 1505


Orange plus gradient

PMS 370 PMS 376


Green plus gradient


Typography

PF DIN DISPLAY PRO

Simple and plainspokenMODERN YET FRIENDLYsupremely legible and technical with personality

timeless and refinedPAIRS WELL WITH “TORQUE” T YPEFACE IN NODE LOGO

versatile in a variety of weights


Stationery / Business Cards

Letterhead

Variable, Inc. 100 Cherokee Blvd., Suite. 327Chattanooga, TN 37405Office: 423.531.6155Toll Free: 888.568.8588

Designer and Manufacturer of the NODE Platform for Smart Devices

Envelope

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Variable, Inc. 100 Cherokee Blvd., Suite. 327Chattanooga, TN 37405Office: 423.531.6155Toll Free: 888.568.8588

Business card (front/back)


Branded Merchandise

Branded Merchandise

As individuals who are responsible for creating Variable clothing and premium gifts, you are positioned to ensure that the Variable™ brand is consistent and effective across all items distributed to customers and employees. Here are a few things to keep in mind when creating Variable™ branded items:

• Use the Variable or NODE+ logo provided as artwork by the Variable Marketing Department.

• Use the product identity and logotypes provided provided as artwork by the Variable Marketing Department.

• Use the corporate typeface of “PF DIN Display Pro” or “Torque” in combination with the logo.

• Consider using a preferred vendor:

1. BrandVia - www.brandvia.comContact: Doug Kahl - [email protected]

2. 127 Press - https://www.facebook.com/127pressContact: Casey Whitaker - [email protected]

• Provide these guidelines to your vendors. And always send your design to [email protected] for review before going into production.

Coffee cupsCoffee cups can use either the Variable logo or the NODE+ standard logo. When using either logo, be sure they are in full color and centered on the mug.

ClothingClothing can use the Variable Standard logo or the NODE+ product logo. If using more than one type of imagery, ensure product names, and the corporate logo have adequate clear space or keep them separate from each other.

ClothingIf promoting the NODE+ brand, the Variable logo should be placed on the sleeve of the garment, no larger than 1.75” in width. All accompanying copy should be typeset in the “PF Din DIsplay Pro” or “Torque” fonts.

Beverage ContainersWhen using either logo, be sure they are in full color, or etched if applicable. They can be placed centered horizontally, or large vertical for thermos.

GolfballsGolfballs and similiar items should use the Variable standard logo and be centered on the ball.


Branded Merchandise Cont’d.

CapsThe Variable logo should be used if it’s the main image on the face of the hat—reversed version on dark background; standard on light. Use the minimum clear space rules when applying the Variable logo to clothing, ensuring that it does not cause problem with seaming, or interfere with legibility of artwork.

CapsThe Variable logo should be used if it’s the main image on the face of the Bag—reversed version on dark background; standard on light. Use minimum clear space rules when applying the Variable logo to a bag or container.

WritingThe Variable logo should be used on writing utensils, in full-color on a light background, and full-reverse on a dark background utensil.

NotebooksThe Variable logo should be used on writing utensils, in full-color on a light background, and full-reverse on a dark background, either centered vertically, or lower right hand corner. Notebooks can be ordered in Grey, Blue, White or Black.

Small itemsSmall items such as pens and jump drives should use the standard logo set horizontally for maximum legibility. The logotypes may be etched into metal objects like pens or jump drives. Light objects should display logo in full-color or PMS Cool Grey 9. Dark colors should display logo in full-reverse.

Variable™ Wireless Sensor Platforms for Smart Devices

Variable™ Wireless Sensor Platforms for Smart Devices

NotepadsNotepads are a great use for the Variable logo. It can live in the top left or bottom right corners of the pad, full color as displayed above. Notepads should feature a blue or white header.


Imagery

Imagery

Dynamic imagery brings the full range of the Variable brand to life — from the NODE+ platform to the endless capabilities of the NODE+ sensor modules. Not all photos must include people, but when they do, individuals should appear naturally engaged using the NODE rather than formally posed.

Please keep the following guidelines in mind when creating and using photography and illustration for Variable communications:

Use photography or illustration that is appropriate for the content, tone, audience and production level.

Use bold, bright images. When the budget doesn’t allow for custom-created imagery, use typography and color rather than “stock” art to enliven the design.

variable graphic identity guidelines

Documents

variable logothe variable

variable brand promise

variable brand personality

logo guide

variable products

logo color variations

trademark symbols

minimum size