04 PRINCIPALS 22 COLOR SCHEME 24 VISUAL ELEMENTS 10 BRAND VOICE 30 USAGE 12 LOGO 19 TYPOGRAPHY

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Job Melton
6 years ago
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1 STYLE GUIDE

2 INTRO In all of our markets and industries, the C Spire brand is driven forward by one common virtue everything we do is inspired by our customers. This belief has guided us toward success for over 30 years. Even in a landscape as fast paced and ever-changing as technology, you ll find the customer at the heart of every decision. This style guide will help you understand how we represent this core trait in our internal and external messaging. Used correctly and consistently, the C Spire identity is a powerful asset that directly supports our vision.

3 CONTENTS

4 04 PRINCIPALS 22 COLOR SCHEME 5 Our Mission 6 Attributes 8 Visual Design Principals 9 Customer Inspired 10 BRAND VOICE 11 Tone & Voice 23 Palette 24 VISUAL ELEMENTS 25 Iconography 26 Backgrounds 27 Photography 29 Additional Treatments 12 LOGO 30 USAGE 13 Logo Usage 17 File Naming Guide 18 Spot Color Printing 19 TYPOGRAPHY 31 Print 33 Digital 35 Tagline 36 Legal 37 Questions 20 Fonts 21 Hierarchy

5 PRINCIPALS

6 OUR MISSION C Spire is Customer Inspired. It motivates everything we do. We will utilize technology to make technology simple and easy for our customers. C Spire will be the easiest company to do business with in our industry. Making things easy is hard work, but it s worth it because we work for the customer. 05

7 ATTRIBUTES These six attributes constellate our brand s identity. Together, they form the impression we strive to create with every product, process, and communication. CLEAR Direct Straightforward Easy Definition: Easily understood; without ambiguity; transparent BOLD Competitive Passionate Driven Definition: Confident and ready to meet challenges; one that stands out COMMITTED Dedicated Sincere Attuned Definition: Devoted wholly and earnestly; to pledge oneself 06

ATTRIBUTES MAGNETIC Energetic Enticing Compelling

appeal FRESH Progressive Contemporary Exciting

with vigor BRIGHT Illuminating Intelligent Energetic

8 ATTRIBUTES MAGNETIC Energetic Enticing Compelling Definition: Exerting a strong attractive energy or appeal FRESH Progressive Contemporary Exciting Definition: Uniquely at the present time; not tired; with vigor BRIGHT Illuminating Intelligent Energetic Definition: Giving out or reflecting a lot of light; shining 07

9 VISUAL DESIGN PRINCIPALS BRAND Toolkit Base Voice Conversational & Friendly Voice of Product Authentic (like a friend you admire) Confident National GRAPHIC/VISUAL COPY/TONE OF VOICE THEMES/CAMPAIGNS All Mediums/Channels/Touchpoints At no time shall campaign drive brand or tone of voice. 08

10 CUSTOMER INSPIRED One idea creates the backbone of every C Spire marketing communication C Spire is Customer Inspired. It takes deliberate and consistent focus to keep this idea top of mind for customers. All copy should be crafted in support of this overarching thesis. Though the actual order of ideas may vary, the skeleton of your message should look like this: A. CUSTOMER TRUTH (Problem - Desire - Need) Because some months you use more data and some months you use less. INSPIRES B. VALUE PROPOSITION (Benefit - Product - Service) you inspired us to give you CashBack on your bill. If at all possible - this connection should be made explicit and use the words Customer Inspired. 09

11 BRAND VOICE

12 TONE & VOICE The C Spire voice is an extension of our brand attributes and mission to make it easy to do business with us. We work hard to keep our writing upbeat, conversational, and simple. When you read C Spire copy, it should feel like a friend is there helping you understand. General Guidelines: Be clear. Make the complex simple. Be bold. Keep it short and write in active tense. Be committed. Copy should be relevant, honest, and transparent. Be magnetic. Write like you speak. Even if it breaks grammar rules. Be fresh. Use a current tone. A fun approach is fine, but avoid irony. Be bright. Stay positive. Use a superior carrier tone and stay away from slang. 11

13 LOGO

14 LOGO USAGE One major factor in our strong levels of brand recognition is the steady use of the C Spire logo. Used correctly, it builds visibility and consistency across all of our messaging. The next several pages describe how it should be used. Top highlight layer with opacity mask (outline shown for demonstration purposes only) Second layer Dark blue Bottom layer Cyan layer 13

15 Please use only the approved artwork shown here. Do not alter or attempt to recreate the logo on your own. Note: Within the Illustrator file, NEVER adjust or move the gradient glow/highlight. the glow represents the c in the icon versus the hard edge in the center. FULL COLOR LOGO Whenever possible the logo should be reproduced using the full color or four color artwork. c_spire_cmyk_r.ai for use in print applications c_spire_cmyk_lg_r.ai for use in large scale digital or four color output REVERSED LOGO The full color reverse logo will work on any background color. c_spire_reverse_r.ai SINGLE COLOR CYAN GRADIENT LOGO The artwork may be reproduced in cyan for one-color applications where production capabilities are limited. c_spire_cg_r.ai GRAYSCALE GRADIENT LOGO This artwork should be used when printing with a half-tone screen (such as newspaper ads ). c_spire_kg_r.ai 14

16 Use of gradient logo always preferred. Only use flat version of logo if not technically able to use in a medium. SOLID COLOR CYAN The single color artwork is for simple one-color print jobs when the single color cyan gradient logo cannot be used. c_spire_cyan_r.ai SOLID BLACK The black artwork may be reproduced in black on light colored backgrounds. c_spire_k_r.ai SOLID WHITE Use the white artwork to maintain a consistent color appearance across all background colors (such as apparel embroidery and silk screening ). c_spire_w_r.ai SMALL USE BLACK Use this artwork only when a half-tone screen can not be reproduced using the selected production method (such as a fax cover sheets or forms). c_spire_k_small_r.ai Note: This version of the logo is for small applications where print quality is limited. SMALL USE WHITE c_spire_w_small_r.ai Note: This version of the logo is for small applications where print quality is limited. 15

17 Vertical format logo options are used only in rare instances where absolutely necessary. Horizontal version is always prefered. FULL COLOR LOGO Whenever possible the logo should be reproduced using the full color or four color artwork. c_spire_vertical_cmyk_r.ai REVERSED LOGO The full color reverse logo will work on any background color. c_spire_vertical_reverse_r.ai SINGLE COLOR CYAN GRADIENT LOGO The artwork may be reproduced in cyan for one-color applications where production capabilities are limited. c_spire_vertical_cg_r.ai GRAYSCALE GRADIENT LOGO This artwork should be used when printing with a half-tone screen (such as newspaper ads ). SOLID BLACK LOGO The black artwork may be reproduced in black on light colored backgrounds. c_spire_vertical_k_r.ai SOLID WHITE LOGO Use the white artwork to maintain a consistent color appearance across all background colors (such as apparel embroidery and silk screening ). c_spire_vertical_kg_r.ai c_spire_vertical_w_r.ai 16

18 FILE NAMING GUIDE FILE EXTENSION ai = Vector file jpg = Raster file in RGB c_spire_cmyk_r.ai IDENTIFIER C Spire FILE FORMATS Vector files for use in print applications. Raster files for use on screen or in office applications such as Microsoft Word or PowerPoint. c_spire_c_r.ai c_spire_cmyk_r.ai c_spire_cmyk_lg_r.ai c_spire_reverse_r.ai c_spire_cg_r.ai c_spire_cyan_r.ai c_spire_kg_r.ai c_spire_k_r.ai c_spire_k_small_r.ai c_spire_w_r.ai c_spire_w_small_r.ai COLOR c = spot color cmyk = process color cg = cyan gradient kg = black gradient k = all black small = for use where halftones are limited REGISTERED Included registration mark in the upper right corner of the logo. 17

19 SPOT COLOR PRINTING The logo has been created so that a Process Cyan layer is printed under a Pantone 2736 gradation. With a white highlight over the top of the whole logo. In order to achieve this effect, the artwork is created with a solid shape of Process Cyan under a second gradation, tagged to overprint. Separate art has been created for CMYK uses. Instructions for the printer Outputting this file to separations will result in the following plates: Pantone 2736, Process Cyan. The top layer consists of a gradation opacity mask of white which crates a highlight effect. The second layer in the symbol is a gradation from Pantone 2736 to white which is set to overprint. The bottom layer is a gradation from Process Cyan to white. TOP HIGHLIGHT LAYER with opacity mask (outline shown for demonstration purposes only) SECOND LAYER Pantone 2736 overprinting gradation layer These layers combine to create the C Spire symbol in the logo. The logotype prints 85% of Process Cyan. Note: Gray box is for demonstration purposes only. BOTTOM LAYER Process Cyan layer 18

20 TYPOGRAPHY

21 FONTS All C Spire copy should be rendered in Gotham Rounded font. Generally, we use Gotham Rounded Light as it gives our brand a light/fresh look. An italic version of this font is also available, but rarely, if ever, used. GOTHAM ROUNDED LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz GOTHAM ROUNDED BOOK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz GOTHAM ROUNDED MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz GOTHAM ROUNDED BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Note: On certain tactics like DOOH for instance, Gotham Rounded Book or heavier should be used. This insures readability for the viewer. 20

22 HIERARCHY We use a typographic hierarchy to keep our designs simple and draw attention to ideas in the correct order. Size, weight, spacing and placement of text all work together to define a visual hierarchy that creates a consistent flow throughout all mediums and draws attention to areas of important information. C Spire uses 4 different type weights. Gotham Light is preferred, but in certain applications Gotham Rounded Book or Medium may be used. Headline Example Gotham Rounded Light, 36pt Subhead Example Gotham Rounded Light, 20pt Body Copy Example Gotham Rounded Light, 10pt 21

23 COLOR SCHEME

24 PALETTE The primary color palette for the C Spire brand is made up of cyan and white. Secondary colors also make up the palette. The consistent use of these colors helps establish an immediate impression and boosts brand recognition across all media. PRIMARY CYAN 70% Cyan or Pantone 306; for web hex code #00c0f3 WHITE 100% White; for web hex code #ffffff SECONDARY LIGHT GRAY MEDIUM GRAY DARK GRAY NAVY 40% Black; for web hex code # % Black; for web hex code #58595b 95% Black; for web hex code # Pantone 294; for web hex code #002f6d 23

25 VISUAL ELEMENTS

26 ICONOGRAPHY Icons provide visual interest and help contribute to hierarchy within a piece. They can also be used to carry meaning in places where copy is limited. We use simple icons created with thin lines. Design any new icons so they can be scaled and legible in every application. 25

27 BACKGROUNDS While our primary background is solid 70% cyan, it s also acceptable to use a cyan to white gradient, solid white, or supergraphic background. When using a white background, please ensure the typography and visuals are heavily C Spire branded. SOLID CYAN BACKGROUND 70% Cyan or Pantone 306; for web hex code #00c0f3 CYAN/WHITE GRADIENT BACKGROUND 70% Cyan or Pantone 306; for web hex code #00c0f3 CYAN SUPERGRAPHIC Background can be used with or without the C Spire icon. Note: White backgrounds are also acceptable, but must be approved by the creative team. 26

PHOTOGRAPHY Note: All lifestyle photography should be approved by the

Though rare, it is acceptable to use lifestyle photography, provided the

Subjects should not be looking at the camera and should be aspirational in

28 PHOTOGRAPHY Note: All lifestyle photography should be approved by the creative team before use. Though rare, it is acceptable to use lifestyle photography, provided the images are candid and in the moment. Subjects should not be looking at the camera and should be aspirational in their appearance. Product photography is always acceptable. See below for acceptable formats. Aspirational/Candid Subjects Product Imagery Candid Subjects Using Devices 27

The C Spire website consists of mostly product photography with isolated C

29 Social photography use includes mostly product photography. Lifestyle photography is also acceptable if approved by marketing. The C Spire website consists of mostly product photography with isolated C Spire employee photography. SOCIAL USAGE: WEBSITE USAGE: Isolated C Spire Employee Product Imagery 28

30 ADDITIONAL TREATMENTS Some additional elements might be developed to provide an abstract representation of the concept being messaged. Note: Additional treatments should be approved by the creative team before use. 65 Unlimited Everything $ After 25GB of usage, C Spire may slow data speeds. Plan your life, not your data. Graphic lockup with devices to create a representation of the promo offered. We work to make your life simple. $65 Unlimited Everything Data. Talk. Text. All unlimited so you never have to keep track. No overages. No surprises. No worries. We work for you. Abstract circular elements highlight the idea of unlimited data. After 25GB of usage, C Spire may slow speeds to a maximum of 3G speeds. Tethering and Mobile Hotspot use not included in plan. Tethering pass may be purchased separately. $65/mo. with Device Payment Plan or out of contract. $90/ mo. with 2-yr contract. Customers participating in this service must reside in the C Spire network area, which is defined as MS and generally in and surrounding Memphis/West Memphis, AR/nearby West TN, Mobile and Baldwin Counties in AL, and Escambia, Santa Rosa, Okaloosa, and Walton Counties in FL. Customers are required to use 50% of their voice and data usage within the C Spire network. Restrictions, taxes and/or fees may apply. For full terms governing service see cspire.com/customerserviceagreement C Spire. All rights reserved. 29

31 USAGE

PRINT The images below are examples of acceptable usage in print media. PAY AS YOU GO 65 Unlimited Everything $ We work you for. The real deal. Free phone. Free data. Top network.

3GB 40 $ For a limited time, activate on Pay As You Go and get a FREE smartphone plus 12GB bonus data every year FOREVER. 2016 C Spire. All rights reserved. No contract. No credit check. No problems.

Free Moto E requires activation on qualified monthly PAYG plan. LG K8 free when you port your number from another carrier, or if no port in, free after $50 mail in rebate.

3GB plan includes 1 GB free data and 8GB plan includes 2GB free data for life of purchased plan. Unused data does not roll to next month.

32 PRINT The images below are examples of acceptable usage in print media. PAY AS YOU GO 65 Unlimited Everything $ We work you for. The real deal. Free phone. Free data. Top network. After 25GB of usage, C Spire may slow data speeds. Plan your life, not your data. 3GB 40 $ For a limited time, activate on Pay As You Go and get a FREE smartphone plus 12GB bonus data every year FOREVER C Spire. All rights reserved. No contract. No credit check. No problems. cspire.com/realdeal Limited time offers. Offers have no cash value and are non-transferrable. Offers require activation on qualified monthly Pay As You Go (PAYG) plan. Free Moto E requires activation on qualified monthly PAYG plan. LG K8 free when you port your number from another carrier, or if no port in, free after $50 mail in rebate. Motorola Moto G4 Play free after $50 mail in rebate. Bonus Data: Offer valid for new smartphone activations on 3GB and 8GB PAYG monthly service plans only. 3GB plan includes 1 GB free data and 8GB plan includes 2GB free data for life of purchased plan. Unused data does not roll to next month. Services and features of all monthly Pay As You Go (PAYG) plans are available for 30 days upon payment of rate plan charge. All PAYG plan service charges, credits and payments are not refundable and are not transferrable. Customers must reside in the C Spire Network service area and be 18 years of age to activate service in FL, MS, and TN, and 19 years of age to activate service in AL. Your prepaid PAYG service fee includes applicable federal, state, and local taxes and other assessments that C Spire is required by law to collect and remit to the applicable government authority. Certain fees are retained by C Spire. See cspire.com and Customer Service Agreement for details and terms and conditions of service C Spire. All rights reserved C Spire. All rights reserved. WINDOW CLING (G9) IN-STORE GRAPHIC (G8) PRINT AD 31

PRINT The images below are examples of acceptable usage in print media. you We work for. 65 Unlimited Everything $ After 25GB of usage, C Spire may slow data speeds.

We work to make your life simple. $65 Unlimited Everything Data. Talk. Text. All unlimited so you never have to keep track. No overages. No surprises. No worries. We work for you.

Tethering pass may be purchased separately. $65/mo. with Device Payment Plan or out of contract. $90/ mo. with 2-yr contract.

Baldwin Counties in AL, and Escambia, Santa Rosa, Okaloosa, and Walton Counties in FL. Customers are required to use 50% of their voice and data usage within the C Spire network.

33 PRINT The images below are examples of acceptable usage in print media. you We work for. 65 Unlimited Everything $ After 25GB of usage, C Spire may slow data speeds. Plan your life, not your data. MAX RANGE LTE You never stop. Neither should your phone. That s why we installed Max Range LTE to reach you in the places you need it most. We work to make your life simple. $65 Unlimited Everything Data. Talk. Text. All unlimited so you never have to keep track. No overages. No surprises. No worries. We work for you. Go far with Max Range LTE. Only at C Spire. cspire.com/maxrangelte After 25GB of usage, C Spire may slow speeds to a maximum of 3G speeds. Tethering and Mobile Hotspot use not included in plan. Tethering pass may be purchased separately. $65/mo. with Device Payment Plan or out of contract. $90/ mo. with 2-yr contract. Customers participating in this service must reside in the C Spire network area, which is defined as MS and generally in and surrounding Memphis/West Memphis, AR/nearby West TN, Mobile and Baldwin Counties in AL, and Escambia, Santa Rosa, Okaloosa, and Walton Counties in FL. Customers are required to use 50% of their voice and data usage within the C Spire network. Restrictions, taxes and/or fees may apply. For full terms governing service see cspire.com/customerserviceagreement C Spire. All rights reserved. PRINT AD Maximum Range LTE requires use of a 4G device. View the full list of compatible devices at cspire.com/maxrangelte 2016 C Spire. All rights reserved. PRINT AD BILL INSERT 32

34 DIGITAL The images below are examples of acceptable usage in digital media. WEBSITE SOCIAL DIGITAL BANNERS 33

35 DIGITAL The images below are examples of acceptable usage in digital media. TV TAG DOOH 34

36 TAGLINE There is only one approved tagline for all lines of business: C Spire. Customer Inspired. This tag should be used in radio liners, TV and radio commercials, at the bottom of relevant print ads, and in any other marketing materials that make sense. Any other tagline is unacceptable. If you have questions about how and when the tag should be used, please contact the C Spire Marketing Department. 35

37 LEGAL All usage of the C Spire logo should display the symbol designation in the first or most prominent reference. In text applications where the logo is not present, correct representation is shown as using C Spire with the symbol in the first reference only. Thereafter, in text use C Spire only. When C Spire is written, the C and S in Spire need to be capitalized at all times. Dashes between the the C and Spire are unacceptable. C Spire should always be on the same line when written. Separating the C and Spire on separate lines is unacceptable. EXAMPLE: 2017 C Spire. All rights reserved. 36

38 QUESTIONS If you have questions regarding the usage of the C Spire logo or usage, please contact the C Spire Marketing Team for clarification: C Spire 1018 Highland Colony Parkway, Suite 340 Ridgeland, Mississippi marketing-support@cspire.com. 37

CONTENTS. Introduction 04. Primary Logo 07. Clear Space & Size Requirements 08. Alternate Logo Usage 09. Logomark Usage 1 3.

CONTENTS. Introduction 04. Primary Logo 07. Clear Space & Size Requirements 08. Alternate Logo Usage 09. Logomark Usage 1 3. CONTENTS Introduction 04 Primary Logo 07 Clear Space & Size Requirements 08 Alternate Logo Usage 09 Logomark Usage 1 3 Usage Dos 14 Usage Don ts 15 Colors 16 Typography 17 Photography Guidelines 18 Tone