Defining Your Brand. Brand & Function // Kollective Design Manual Guideline Defining Your Brand

DEFINING YOUR BRAND. BRAND & FUNCTION // KOLLECTIVE DESIGN MANUAL GUIDELINE DEFINING YOUR BRAND. Be Consistent.

2 TABLE OF CONTENTS

05 : Defining A Brand 06 : Values 06 : Benefits 07 : Voice 08 : Offer 09 : Pitch 10 : Messaging 11 : Story 12 : Brand Color Systems 14 : Logos 16 : Fonts 19 : Icons 20 : Typography

3 DEFINING A BRAND. THE KOLLECTIVE BRAND IS MORE THAN A LOGO, WEBSITE, TAGLINE OR BROCHURE. IT’S WHAT GUIDES US AS A COMPANY. IT’S HOW WE THINK, FEEL AND SOUND TO OUR CUSTOMERS AND OURSELVES. IT’S WHO WE ARE. As we continue to add staff and new customers around the world, it will be key to make sure we all deliver a consistent Kollective brand. This is not a repositioning or a rebranding; this platform simply articulates the values and voice most of us already intuitively know so we’re all singing from the same songbook. From marketing materials to strategic decisions, this brand platform will help you determine if what you’re saying and doing fits with what Kollective stands for.

4 BRAND VALUES. DEFINING A We Are. BRAND. OUR BRAND VALUES DEFINE OUR CULTURAL BEHAVIOR. THESE ARE THE WORDS OUR CUSTOMERS, PARTNERS, PROSPECTS AND EACH OTHER USE TO DESCRIBE KOLLECTIVE.

EFFICIENT Just like our platform, we move fast. We easily adapt and scale to meet our customers’ changing needs. TRUSTED We’re straightforward to work with, and always do what we say. ENGAGED We listen and collaborate with our customers, acting as a partner instead of a vendor. EMPATHETIC The challenges we solve are ones that can put reputations or jobs on the line. We live in our customers’ shoes. HONEST Integrity is everything.

5 BRAND BENEFITS. WE DELIVER.

BRAND BENEFITS ARE WHAT ALLOW AMAZON TO OFFER BOTH BOOKS AND DATA STORAGE, APPLE TO MAKE COMPUTERS AND WATCHES, AND GOOGLE TO DELIVER SEARCH ENGINE RESULTS AND SELF-DRIVING CARS. THESE ARE THE CORE CUSTOMER BENEFITS A KOLLECTIVE PRODUCT ALWAYS PROVIDES.

ALIGNED SIMPLICITY PERFORMANCE

We help companies act as one Our products are easy Our products provide no matter how dispersed around to deploy, easy to use, optimal performance the globe their network may be. and easy to scale. without additional hardware.

6 BRAND VOICE. WE SOUND.

OUR VOICE IS THE WAY WE USE WORDS TO REFLECT OUR BRAND VALUES AND BENEFITS. USE THE KOLLECTIVE VOICE IN CONTENT, PRESENTATIONS AND EVEN CONVERSATIONS TO MAKE SURE THE BRAND IS BEING APPROPRIATELY CONVEYED.

HUMAN

We don’t talk to enterprises. We talk to people. Our voice is conversational, helpful and relatable, while still being professional.

CONFIDENT We are the undisputed leader in our market. We can be bold without being arrogant.

CRISP Speak clearly and get to the point.

7 BRAND OFFER. WE HELP.

OUR BRAND OFFER IS THE VALUE PROPOSITION WE USE TO STAND OUT IN THE MINDS OF OUR CONSUMERS. WE MAXIMIZE ENTERPRISE NETWORK PERFORMANCE TO GET YOUR MOST IMPORTANT CONTENT TO THE EDGE OF YOUR NETWORK. BRAND PITCH. WE DO.

OUR BRAND PITCH IS A WAY TO EASILY DESCRIBE WHAT THE COMPANY DOES WITHOUT GETTING BOGGED DOWN IN THE TECHNOLOGY.

At Kollective, we maximize your enterprise network performance so employees receive high-bandwidth content regardless of where they exist on your network. Easy to deploy, maintain and scale, our cloud-based distribution platform uses smart peering technology to deliver content faster, more reliably and with less bandwidth. Plus, we work as an extension of your department to make sure your content gets to where it needs to be, uninterrupted. From live streaming video to software distribution, we deliver your content to everyone on your network without fail. BRAND MESSAGING. WE SAY.

• As enterprises continue to expand with global locations and remote workforces, it’s never been more difficult for a company to feel connected. It’s also never been more critical. • However, massive content delivery challenges such as broadcasting live video to global employees or deploying critical software updates to thousands of end points around the world can significantly interfere with business critical applications. • For most enterprises, network capacity is a scarce resource. As content takes up more and more bandwidth, it will severely disrupt your business. • At Kollective, our cloud-based, smart peering distribution platform leverages your existing network infrastructure to deliver content faster, more reliably and with less bandwidth. • Our intelligent platform scales existing IT infrastructure to accelerate content delivery to the edge of the enterprise while minimizing network congestion. • With Kollective’s content delivery platform, count on the flawless execution of your video initiatives to ten of thousands of viewers with no bandwidth issues. • Our platform accelerates software distribution while reducing network load so enterprises can easily deploy updates and patches across their networks. • We work with global companies like PayPal, HSBC, BASF, LinkedIn, Nestle and others to help them stay connected to their people and collaborate worldwide. BRAND STORY. WE THINK.

THE BRAND STORY REPRESENTS KOLLECTIVE’S PURPOSE AS EXPRESSED IN THE BRAND VOICE. USE IT TO BOTH BETTER UNDERSTAND THE BRAND AND TO HOLD UP AGAINST YOUR OWN WRITING TO MAKE SURE IT MATCHES.

Yesterday’s networks weren’t built to scale with today’s enterprise digital transformation initiatives. As content requires more and more bandwidth, it carries the risk of severely disrupting your business. That’s why we’ve built the next generation of software defined networking to ensure your network can keep up with your content. Our cloud-based, smart peering distribution platform leverages your existing network infrastructure to deliver content faster, more reliably and with less bandwidth, without additional hardware. By accelerating content delivery to the edge of your enterprise, we ensure you can easily distribute video and software to employees around the globe and at scale while minimizing network congestion. But our platform is just the beginning. We work as an extension of your department to make sure your content gets to where it needs to be without fail. From increasing CEO visibility with live video to deploying critical software patches before hackers strike, when it comes to enterprise content delivery there’s no room for errors. Without the right solutions partner and technology, moving this much content accurately, securely and at scale is almost impossible. When a million things can go wrong, we make sure everything goes right. PRIMARY COLOR SYSTEM.

TO MAINTAIN CONSISTENCY WITH THE VISUAL IDENTITY, ONLY THE APPROVED COLOR VARIATIONS IN THIS GUIDE SHOULD BE APPLIED TO THE KOLLECTIVE LOGO.

PRIMARY COLOR ONE P R I N T: Pantone: 660 C WEB: RGB: 66, 129, 195 80 % 60 % 30 % CMYK: 66, 34, 0, 24 Hex: #4281c3

PRIMARY COLOR TWO P R I N T: WEB: 80 % 60 % 30 % Pantone: 533 C RGB: 29, 38, 50 CMYK: 42, 24, 0, 80 Hex: #202c3a

THE PRIMARY COLOR was used and is more of a neutral tone that the PRIMARY COLOR ONE. in the burst, and for the dot in allows the primary color to be SECONDARY COLOR FIVE is the (i) in the Kollective logo. This highlighted. used sparingly and is mean‘t to color will be used to highlight be an alternative, and used with any elements, or text that needs SECONDARY COLOR THREE is the PRIMARY COLOR ONE and attention. This color should be best paired with white, and can SECONDARY COLOR FOUR. used before any of the other se- be used to seperate content, an condary colors example is a sidebar or stripe SECONDARY COLOR SIX is used color. for the Kollective letters in the THE PRIMARY COLOR TWO used logo, it can also be used as a text for bacgrounds, and overlays. SECONDARY COLOR FOUR is color or background, or overlay Although considered a secondary used sparingly and is mean‘t to over images. color this color is used the most, be an alternative and used with

12 SECONDARY COLOR SYSTEM.

THE SECONDARY COLOR SCHEME OF YOUR BRAND.

SECONDARY COLOR THREE

P R I N T: Pantone: 663 C WEB: RGB: 242, 241, 244 80 % 60 % 30 % CMYK: 1, 1, 0, 4 Hex: #f2f1f4

SECONDARY COLOR FOUR

P R I N T: Pantone: 7465 C WEB: RGB: 109, 192, 166 80 % 60 % 30 % CMYK: 43, 0, 14, 25 Hex: #6dc0a6

SECONDARY COLOR FIVE

P R I N T: Pantone: 7417 C WEB: RGB: 215, 92, 69 80 % 60 % 30 % CMYK: 0, 57, 68, 16 Hex: #d75c45

SECONDARY COLOR SIX

P R I N T: Pantone: Neutral Black C WEB: RGB: 37, 34, 29 80 % 60 % 30 % CMYK: 0, 8, 22, 85 Hex: #25221d

13 THE LOGO VISUAL.

YOUR LOGO IS THE MOST IMPORTANT BRANDING TOOL AT YOUR DISPOSAL, THEREFORE YOU HAVE A DUTY TO TREAT IT WITH CARE, ATTENTION AND RESPECT.

THE NORMAL VERSION of the logo is the The REVERSE/ALL WHITE may be used on preferred version to use when visability dark-colored backgrounds that provide a and space allows. high level of contrast between the logo and the background, or over the Kollective blue. Icons can be used when space is limited or Greyscale and all black/white versions of for favicons, etc. all logo configurations are provided as an alternative option for instances where the- The ALL BLACK VERSION of the logo is re are limitations in print quality or noncon- the preferred application for online/screen forming color options available to replicate viewing and print applications. It may be ap- the preferred full-color versions. plied over dark backgrounds or other dark colored imagery that provide a high level of Colors used in these preferred logo con- contrast between the logo and background. figurations are based on CMYK colors. If RGB versions should be used for digital needed, Pantone Matching System (PMS) applications, while CMYK are for print. can be used.

14 LOGOTYPE AND ITS USAGE.

THE KOLLECTIVE LOGO

STACKED ICON SIZES LOGO

Size : 100 %

HORIZONTAL LOGO

Size : 100 %

LOGO COLOR USAGE

normal reverse black on black

15 HEADLINE FONT

Primary Font Montserrat MONTSERRAT Style: Libre Sans Semi-Bold ABCDEFGHIJKLM - NOPQRSTUVWXYZ The font Montserrat is a geometric style abcdefghijklm of type that has subtle optical adjustments. The result is a sans nopqrstuvwxyz serif family with multiple versions and multiple possibilities, both in the editorial and corporate realm. Regular ABCDEFGHIJKLM like old style and lining figures, case-sensitive forms or fractions. NOPQRSTUVWXYZ

Currently there at 18 styles or abcdefghijklm weights of this font, and more being developed. nopqrstuvwxyz

Montserrat is available via an open Figures 01234567890 source license. You‘re free to use it with your Typekit account or download from google fonts. Special !“§$%&/()=?`;: Characters AVAILABLE AT: ¡“¶¢[]|{}≠¿‘ GOOGLE FONTS TYPEKIT «∑€®†Ω¨⁄øπ•±‘ æœ@∆ ºª©ƒ∂‚å¥≈ç √~µ∞…–≤<>≥˘›‹◊

16 PRIMARY FONT

Primary Font Proxima Nova PROXIMA NOVA Style: Humanist sans-serif Bold ABCDEFGHIJKLM - NOPQRSTUVWXYZ The font Proxima Nova (2005) bridges the abcdefghijklm gap between typefaces like Futura and Akzidenz Grotesk. The result nopqrstuvwxyz is a hybrid that combines modern proportions with a geometric appearance. Regular ABCDEFGHIJKLM

Its a a full-featured and versatile NOPQRSTUVWXYZ family of 48 variations. abcdefghijklm AVAILABLE AT: TYPEKIT nopqrstuvwxyz Figures 01234567890

17 SECONDARY FONT

Secondary Font Century Gothic CENTURY GOTHIC Style: Geometric sans-serif Bold ABCDEFGHIJKLM - NOPQRSTUVWXYZ The font A spaciously modern update abcdefghijklm to mid-century design, Century Gothic™ embodies the highly nopqrstuvwxyz sought-after assets of the digital age with its sleek sans serif style while remaining true to the Regular ABCDEFGHIJKLM gracefully geometric look of the early 20th-century typefaces it was NOPQRSTUVWXYZ inspired by. abcdefghijklm Its clear, clean design allows for legibility at almost any size and nopqrstuvwxyz its wide range of styles give it the stamina to thrive in bodies of Figures text as well as in display settings. 01234567890 Century Gothic is appropriate and appealing for myriad typographic Special applications‚ from high-resolution !“§$%&/()=?`;: Characters print and large-scale signage to low-resolution text displays and ¡“¶¢[]|{}≠¿‘ mobile devices. «∑€®†Ω¨⁄øπ•±‘ Century Gothic is a Microsoft font and available for use in many æœ@∆ºª©ƒ∂‚å¥≈ç microsoft applications, Kollective uses this font in Powerpoint and √~µ∞…–≤<>≥˘›‹◊ Word docs.

AVAILABLE AT: TYPEKIT

18 ICONS

19 COMBINATIONS & APPLYING THE HEADLINE

30 PT TYPOGRAPHY COMBINATIONS MONTSERAT SEMI-BOLD HEADLINE — Publication/eBook/Brochure: When working within a document use the pairings shown. 14+ SUBHEAD MONTSERAT Advertising, Publication/Brochure Covers, SEMI-BOLD and over images: Use either Montserrat at 60pt or your secondary font Century Go- thic if Montserrat is not available. Subheads should be used at a smaller size 14 pt with caps. 12+ BODY HEADLINE/ MONTSERRAT REGULAR SIDEBAR HEADING

9+ Body Copy PROXIMA NOVA

20 MONTSERRAT

Title 55 pt Size - 50pt Leading HELLO, I'M A TITLE

MONTSERRAT SEMI-BOLD HELLO, Headline 26pt Size - 28pt Leading I'M A HEADLINE

PROXIMA NOVA HELLO, I'M A SUBHEAD Subhead 14pt Size - 14pt Leading

21 TITLE MONTSERRAT SEMI-BOLD 60PT TYPE / 60PT LEADING

22 CONTENT TEXT AND Info Text Kollective Info Text Proxima Nova Regular Proxima Nova Size: 6 pt. SMALL HIGHLIGHTS 6 pt Type /8 pt Linegap Leading: 8 pt. Kerning: Optical LINES Tracking: –5

Caption Kollective Proxima Nova Regular Body Text Copy Type 7 pt Type / 9 pt Linegap Proxima Nova

Size: 9 pt. Bullets Kollective Leading: 12pt. • Proxima Nova Regular Kerning: Optical • 9 pt Type Tracking: 0 Space • 12 pt Leading

SUBHEADLINES/ Sub Header KOLLECTIVE Kollective Proxima Nova Regular CAPTION Montserrat Bold 14 pt Type / 16 pt Leading 15 pt Type / 18 pt Leading

HEADLINE/ KOLLECTIVE SUBHEADLINE MONTSERRAT REGULAR 30PT TYPE / 32PT LEADING