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 emplo- yees receive high-bandwidth content regardless of where they exist on your network. Easy to deploy, maintain and scale, our cloud-based distribution plat- form 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. 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. • 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.