Identity Guidelines VER 1.6

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1 Identity Guidelines VER 1.6 hortonworks.com 2018 Hortonworks

2 Table Of Contents INTRODUCTION VISUAL IDENTITY Welcome to the Future of Data... 3 Brand Manifesto... 4 Brand Pillars... 5 Messaging Brand Messaging... 7 Logo Logo... 9 Colors Clearspace & Sizing Colors Incorrect Usage Gradients & Shading Monochrome Symbols Color Swatches Typography Typeface Usage Matrix Photography Photography Style Architecture Data Flows Lifestyle

3 Welcome to the future of data. The following pages contain everything you need to understand the correct usage of Hortonworks visual identity from messaging rules to proper logo usage to photography guidelines. We are pleased to share our visual guidelines with you, our valued employees, and hope you will share it with our partners, our freelancers, and our vendors. We feel these brand assets capture our spirit and mission as we power the future of data, together. Thank you. 3

4 Brand Manifesto Powering the Future of Data It is not Big Data anymore. It is mammoth, colossal, gargantuan and tiny. A tidal wave flowing in from every click, tap and swipe, every device, end point, machine and person in the Internet of Things. But as the deluge of data threatens to overwhelm enterprises, the future is emerging clearly. Data is everything. So, welcome to the Age of Data. Data-in-motion. Data-at-rest. Modern Data Applications. And welcome to Hortonworks, the new headquarters of data. We are powering the future of data. And as standard bearers for everything open, we are building a world of open innovation, open collaboration, open communities and open ecosystems that powers everything data. Data is turning the Internet of Things into the Internet of Anything. Any data, anywhere, any time, anything turning the deluge of data into actionable intelligence. For all the visionaries, creators and makers who are building the future, we are ready to power all data of every kind: real time, predictive, streaming, structured, unstructured, mission-critical, whimsical and everything in between. Together we will reinvent enterprises in ways never imagined. We will gain insight never before seen. We will guide, transform and explore the future of data together. Hortonworks Powering the future of data 4

5 Brand Pillars OPEN Community Ecosystem Innovation Models Honesty Integrity Transparency We believe in an open approach for everything. INNOVATIVE Inspires Architects Experiment Create Invent Modernize Transform We build it, deliver it, to make a difference. ENTERPRISE Customer-focused Experienced Results-oriented Mission-critical Secure At-scale Guide/Sherpa We focus on software that runs securely and, at scale. 5

6 Messaging 6

7 Brand Messaging OUR VISION Manage the world s data. BRAND PROMISE Powering the Future of Data. BRAND NARRATIVE Hortonworks is about all data. Data-in-motion, data-at-rest, Modern Data Applications. Customers can unlock transformational business value from our Connected Data Platforms that deliver actionable intelligence from all data: data-in-motion and data-at-rest. Gain Actionable Intelligence Through Connected Data Platforms 7

8 Logo 8

9 LOGO The Hortonworks logo is the most direct link to our brand. It must be used consistently and only in its approved iterations and contrasts, without changing proportion. It has been update to reflect our forward thinking, modern values. It has been streamlined and redrawn with a forward motion without being aggressive. Like our brand, the symbol is modular and scalable, and together with the wordmark is a solid logo. We have also brightened the green color to be contemporary and to exemplify our open, honest, and innovative brand values. LOGO SYMBOL WORDMARK 9

10 LOGO COLORS PREFERRED FULL-COLOR LOGO The Hortonworks logo has been developed to provide the greatest visibility and harmony for its elements. Never recreate, rescale or rearrange its elements under any circumstance. Always use the master logos supplied. Whenever possible, use the full-color logo on a white background. WITHOUT TAGLINE PREFERRED ONE-COLOR LOGO In situations where using the full-color logo on white isn t possible, it is preferred to use the one-color white logo on the Hortonworks green background. WITHOUT TAGLINE 10

11 LOGO CLEARSPACE & SIZING CLEARSPACE Maintain a clear space on all sides of the logo. The clear space all around should be equal to the height of the Hortonworks name. No other elements such as type, graphics or the edge of the page should encroach into this clear space. MINIMUM SIZE The minimum height is 30 pixels on screen and 10 millimeters or 0.5 inches if used in for print. If less than the minimim height, use the solid, unshaded version. MINIMUM SIZE 30 PIXELS/10 MILLIMETERS/0.5 INCHES LESS THAN MINIMUM SIZE - USE UNSHADED VERSION 11

12 LOGO DIMENSIONS FOR PRINT To ensure legibility and quality, the logo should be reproduced to specific size which is dependent on literature dimensions. SIZE GUIDE US SIZE ANSI SIZE PAPER WIDTH x HEIGHT (in) LOGO WIDTH x HEIGHT (in) CLOSEST ISO STANDARD Junior Legal 5 x 8 in 1 x 0.4 in Half Letter 5.5 x x 0.4 in A5 Letter A 8.5 x 11 in 1.5 x 0.6 in A4 Legal 8.5 x 14 in 1.5 x 0.6 in Tabloid B 11 x 17 in 2 x 0.8 in A3 C 17 x 22 in 3 x 1.2 in A2 D 22 x 34 in 4 x 1.6 in A1 E 34 x 44 in 6.25 x 2.5 in A0 12

13 LOGO COLORS PREFERRED FULL-COLOR LOGO Positive and reverse WHITE BLACK 5% BLACK 90% BLACK 10% BLACK 80% BLACK 13

14 LOGO INCORRECT USAGE DO S Hortonworks Always use the logo artwork provided by Hortonworks PROPORTION COLOR FONT DON TS Do not alter the proportions of the elements Do not alter the colors HORTON ROCKS WE LOVE HADOOP Do not change the font of the wordmark ADDITIONAL ELEMENTS ADDITIONAL OR ALTERNATE TEXT TEXT Do not add text, change the text or move its position Do not add elements to the logo Do not crop the logo or use portions of the logo the symbol and wordmark must remain intact ELEPHANTS SEPARATE FROM WORDMARK ELEPHANTS SIZE AND LOCATION ELEPHANTS WITH EMBEDDED IMAGE Do not alter the angle of the logo Do not place the logo on complex backgrounds If you are unsure about how to correctly use the Hortonworks logo, please contact Creative Services at creativeservices@hortonworks.com ANGLE BACKGROUND BACKGROUND 14

15 LOGO GRADIENTS AND SHADING SOLID BLACK -113 ANGLE GRADIENT FILL ANGLE 20% WHITE 10% BLACK 15% BLACK 15% BLACK SHADING DETAIL 10% BLACK 15

16 COLOR SWATCHES PRIMARY The colors in this palette have been optimized to work on all types of mediums; these include PANTONE for spot color printing, CYMK for process printing, and RGB for on-screen applications. GREEN LIGHT GRAY BLACK PMS 361 C PMS COOL GRAY 1 C PMS BLACK C R63 G174 B42 HEX #3FAE2A C75 M4 Y100 K0 R218 G217 B214 HEX #DAD9D6 C13 M10 Y12 K0 R0 G0 B0 HEX # C0 M90 Y0 K100 SECONDARY GOLD ORANGE SKY BLUE STEEL BLUE DARK GREEN PMS 123 C PMS 152 C PMS 298 C PMS 5405 C PMS 7741 C R255 G198 B30 HEX #FFC61E C0 M23 Y91 K0 R255 G112 B10 HEX #E17000 C8 M67 Y100 K1 R61 G181 B230 HEX #3DB5E6 C65 M9 Y1 K0 R68 G105 B125 HEX #44697D C77 M51 Y38 K12 R59 G134 B64 HEX #3B8640 C56 M0 Y52 K47 16

17 COLOR SWATCHES GRADIENTS GREEN DARK GREEN PMS 361 C PMS 7741 C R63 G174 B42 HEX #3FAE2A C75 M4 Y100 K0 R59 G134 B64 HEX #3B8640 C56 M0 Y52 K47 10% BLACK 50% BLACK 30% BLACK 80% BLACK 17

18 Typography 18

19 TYPOGRAPHY TYPEFACE PRIMARY FONTS Weights that should be used are shown here. ROBOTO LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ROBOTO REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ROBOTO MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ROBOTO BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ROBOTO BLACK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 19

20 TYPOGRAPHY TYPEFACE PRIMARY FONTS (CONT.) Weights that should be used are shown here. ROBOTO CONDENSED LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ROBOTO CONDENSED REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ROBOTO CONDENSED BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz SECONDARY FONTS For PowerPoint use only. CALIBRI REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz CALIBRI BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 20

21 TYPOGRAPHY USAGE MATRIX PRINT COLLATERAL Roboto Calibri PRIMARY FONT - Roboto, Roboto Condensed SECONDARY FONT - Calibri or system font Font usage matrix based on the project types. White Paper Data Sheet Event Graphics (Banners, Signage, etc) Infographics Marks, Badges & Icons All other printed materials such as posters, postcards, etc. POWERPOINT PRESENTATION Roboto Calibri Duarte Highend Corp Presentation (Matt M.) Internally Generated Presentations (Marketing & Sales) PowerPoint Templates WEB Roboto Calibri All pages with live HTML copy s & enewsletter body copy (live HTML copy) s & enewsletter header banner (Graphic copy) Homepage Heroes and page graphics (Graphic copy) Web Banners (Graphic copy) VIDEO & MOTION GRAPHICS Roboto Calibri Intro, Titles & End Credits Lower 3rd Motion Graphics for infographics produced by Richter 21

22 Photography 22

23 PHOTOGRAPHY OVERVIEW The photography elements should always mirror the brand platform and tenants, expressing openness, innovation, and enterprise. We use photography to bring our brand identity to life. There are three main categories to depict our messaging- abstract images to depict motion, lifestyle images of people including real employees, and cropped modern images of architecture to depict enterprise. Although our categories are broad enough for a wide range of use, all images must support the following attributes: AUTHENTIC/HUMAN All imagery should feel authentic and human, never staged or overly posed. MODERN/INNOVATIVE All imagery must reflect modern photography/ visual communication and never feel like stock photography or dated corporate imagery. OPEN/TRANSPARENT All imagery must express and depict openness- through the use of white space or interesting angles to create negative space, the notion of open is not only a proprietary brand value, but a visual one as well. COLOR The color palette is not limited to any particular hues, but must always utilize natural light and enhance our brand s authenticity. Avoid colors that feel too stylized, dramatic, or dark. Colors should never feel vintage or washed out. They should convey an enhanced natural effect. 23

PHOTOGRAPHY ARCHITECTURE This category of imagery focuses on

(nodes, interconnectedness) to depict connected data points

We will use unique crops and angles and never show the

24 PHOTOGRAPHY ARCHITECTURE This category of imagery focuses on abstract architectural elements to depict enterprise and industrial scale. Comprised of existing or original photography, this imagery should be bold, modern, and clean. The buildings and structures should have some modularity (nodes, interconnectedness) to depict connected data points or strong fluid lines as metaphors for our brand. We will use unique crops and angles and never show the building in its entirety to depict the curves and angles of today s data and business world. The architecture should always focus on strength, clean lines, and should not show people. The imagery could be either color or black and white and should focus solely on bold and modern design. 24

PHOTOGRAPHY DATA FLOWS This category of color imagery focuses on abstract

The imagery should depict everything from flashes of light to abstract shapes

Imagery is often environmental in nature and can include people or focus solely

25 PHOTOGRAPHY DATA FLOWS This category of color imagery focuses on abstract notions of movement. The imagery should depict everything from flashes of light to abstract shapes and colors that depict data as a living, breathing, forward moving ecosystem. Existing imagery will be utilized to enhance all brand messaging and represent innovation and technological advancement. Imagery is often environmental in nature and can include people or focus solely on street scenes or exterior imagery that depicts speed, movement, and forward motion. It can also be more abstract and show objects or dimensional shapes to create icons showcasing movement. 25

PHOTOGRAPHY LIFESTYLE This category of imagery focuses on people to support our values of authenticity,

Photography should focus on actual employees/real people as much as possible, and never feel overly staged

We will always show people in natural environments with warm lighting, enhanced by a glow to help the

26 PHOTOGRAPHY LIFESTYLE This category of imagery focuses on people to support our values of authenticity, collaboration, and inclusiveness. Photography should focus on actual employees/real people as much as possible, and never feel overly staged or posed. Imagery may include groups of people or singular portraits. We will always show people in natural environments with warm lighting, enhanced by a glow to help the natural light shine. From tight portraits to wider environmental imagery, all lifestyle imagery should depict warmth, openness, and authenticity, while displaying a more stylized look and feel to reflect a modern point of view. 26

PHOTOGRAPHY GENERAL STYLE All imagery should be inclusive of all

All photography should be shot to include a good amount of clear space for

27 PHOTOGRAPHY GENERAL STYLE All imagery should be inclusive of all nationalities, genders, and represent an age range of All photography should be shot to include a good amount of clear space for copy insertion and breathing room for the imagery to live and should never feel cluttered. We should aim to use original photography as much as possible, but existing imagery/ stock photography can be utilized as long as it adheres to brand guidelines. 27

28 About Hortonworks 28

29 CONTACT CREATIVE SERVICES For more information about our Visual Identity, us at ABOUT HORTONWORKS Hortonworks is an industry leading innovator that creates, distributes and supports enterprise-ready open and connected data platforms and modern data applications that deliver actionable intelligence from all data: data-in-motion and dataat-rest. Hortonworks is focused on driving innovation in open source communities such as Apache Hadoop, Apache NiFi and Apache Spark. Along with its 1,800+ partners, Hortonworks provides the expertise, training and services that allow customers to unlock transformational value for their organizations across any line of business. MARKETING If you require the use of the Hortonworks logo or other Hortonworks trademarks, please send your request to, 29

30 End hortonworks.com 2018 Hortonworks

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