Dropsuite Brand Identity Guidelines - 2016
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Dropsuite is a Singapore-based company founded in 2012 that provides automated data backup and recovery solutions for SMEs, ensuring businesses do not lose critical data due to attacks or crashes. The company partners with major hosting services to reach over 15 million SMEs globally and plans to expand its services to include server backup and compliance solutions. Dropsuite emphasizes user-friendly, trustworthy products that are designed to maintain business continuity and safeguard digital assets.
Dropsuite Brand Identity Guidelines - 2016
- 2. PROVEN LEADERSHIP TEAM CHARIF ELANSARI CHIEF EXECUTIVE OFFICER & BOARD MEMBER Dropsuite’s mission is to ensure that businesses never lose data again. If a virus, hacker attack, or system crash occurs, our customers can restore their mission critical data in just a few clicks, keeping their business operation running smoothly.
- 3. Dropsuite’s mission is to help businesses stay in business by enabling SMEs to easily backup, recover and protect their digital assets. The company has thousands of direct customers worldwide. Dropsuite was launched in 2012 (as Dropmysite) and is headquartered in Singapore, with sales offices in the US, Europe and Australia. In mid-2016, Dropsuite will start to offer a wider range of business continuity services such as server backup, compliance, and archiving. Dropsuite works with some of the biggest names in website hosting, such as GoDaddy, the world’s largest ICANN-accredited registrar managing over 61 million domain names. With partners such as Blacknight Solutions in Europe, GMO Pepabo in Japan, OzHosting in Australia, HostPapa in Canada, Xpress Hosting in Central and South America, and ReadySpace in APAC, Dropsuite has a combined customer reach of over 15 million SMEs worldwide. ABOUT DROPSUITE Dropsuite’s mission is to help businesses stay in business by enabling SMEs to easily backup, recover and protect their digital assets. MISSION About Dropsuite | 3
- 4. Surety - Our time-tested, secure, responsive network safeguards mission critical data and provides the ultimate business continuity possible. Effortlessness - Our products are simple to use, automated, integrated and a great value for their price. We put a lot of effort into data achieving and recovery so you don’t have to. Adept - We are extremely skilled, proficient, experts at what we do. Engineer sat heart, data recovery specialists by trade. And really nice people too Stalwarts - We are loyal, trustworthy, reliable, humble, and hard-working. We have a partner approach and we want to truly help protect businesses so they stay in business. The customer is not just a customer to us, every business opportunity is worth our time and effort. OUR VALUES Our Values | 4
- 5. Our Name BRAND ESSENCE We set up recurring, automated “drops” of mission critical data for enterprises so they never lose data again. We offer a suite of software products to fit the data backup and recovery needs of all types of businesses. The Dropsuite name is the fusion of two concepts: 1 2 Brand Essence | 5
- 6. BRAND ESSENCE Product Names Dropsuite’s product names should always be thought of as part of a larger strategic process at play: each name a piece of an interconnected ecosystem of names tied to our parent company name, working systematically to advance a collective brand meaning. Dropsuite allows enterprises to quickly and easily set up recurring, automated “drops” of mission critical data such as websites, emails, and mobile phone data — ensuring full recovery and maximum business uptime in the event of a data emergency such as a hacking or virus attack. Dropmy is the prefix structure to be used for our “drop” products: e.g.: Dropmysite, Dropbymobile, and Dropmyemail. Our enterprise products will use the prefix “DSE” in front of the solution. DS stands for our company name, Dropsuite, and E stands for enterprise. The DSE prefix allows us to grow into our product name by initially understating the word “enterprise,” while giving us the flexibility of playing up the word as our product matures. Brand Essence | 6
- 7. Responsive. Dependable. Trustworthy. Underdogs. Intuitive. Logical thinkers. Technical chops. Humble. Brand Personality Brand Personality | 7
- 9. Logo Overview The logo is made up of two elements: the symbol and the logotype. The D with the downward arrow is a symbol that signifies a drop, which to us, is the action of archiving a packet of mission critical data for our customers. Dropsuite, in Helvetica Neue typeface, is our logotype. x x x x x Logo Colour Drop Dropsuite Logo minimum Size Print Reproduction Screen Reproduction 1 inch (2.54cm) 2 inch (150px) PANTONE 298 C, Solid Coated C70 M12 Y0 K0 R34 G175 B236 #22AFEC PANTONE BLACK C, Solid Coated C73 M62 Y57 K70 R43 G44 B45 #2B2C2D Logo Overview | 9
- 10. Logo Tagline Simply better backup says what we do and speaks to our strength -- we make it faster and easier to backup data and our user experience is better than our competitors. The phrase, simply better, is a thematic expression of how we do things. Simply better engineering. Simply better work environment. Simply better performance reports. Simply better database migration. This vernacular can be used in our website copy, business presentations, and other company literature. x x x x/2 Simply better backup Logo Tagline | 10 Tagline Colour PANTONE 877 C, Solid Coated C47 M38 Y38 K2 R142 G143 B144 #8E8F90
- 11. Logo Variation The preferred version of our logo is full color, Dropsuite blue/Dropsuite black, on a white background. In some cases, a full color logo may not be practical or possible due to certain limitations. For these instances we may use a one-color black or white logo, or gray version (see examples). Colored Black & White Grayscale Logo Variation | 11
- 12. Logo Mark & Variation Our graphic identity is more than just our typeface and colors. An important part of our graphic look and feel is the use of our arrow symbol. The downward arrow (our mark) signifies a drop — and the Dropsuite service is the action of automating recurring drops of mission critical data so that businesses never lose data again. Logo Mark & Variation | 12 Shadow Colour PANTONE 7689 C, Solid Coated C78 M33 Y8 K0 R40 G141 B192 #288DC0 PANTONE Black C0 M0 Y0 K100 R0 G0 B0 #000000
- 13. DropSuite Incorrect Logo Usage To maintain the integrity of the Dropsuite logo and to promote the consistency of the brand, it’s important to use the logo as described in these guidelines. The examples shown here illustrate possible misuses of the Dropsuite logo that should be avoided. Dropsuite Incorrect Logo Usage | 13
- 14. Typography Helvetica Neue is our typeface, an important aspect of our brand identity. Our typographic style contributes to our distinctive aesthetic. The typography usage examples on the following pages should be followed to ensure all of our communications appear consistent. Logo Typeface Body Typeface Helvetica Neue, Bold Helvetica Neue Helvetica Neue Helvetica Neue Typography | 14
- 15. Colour Palette Our colours contribute to our brand’s personality. Our primary colour, Dropsuite blue, speaks to our trustworthiness, talent, and proficiency. Dropsuite black, our second primary colour, represents our professionalism and use of logic. Dropsuite mustard is a secondary colour symbolizing our intellectual curiosity and bountiful energy. Dropsuite red is another secondary colour that reminds us of our thirst for action and our underdog status in the world of business. When using our colours in print, it’s important to always seek to use Solid Pantone inks. This way, all of our materials will be consistent, and our colors will look vibrant. These same vibrant colors cannot be achieved using standard CMYK printing. Only use CMYK colors when absolutely necessary. • Charts or infographics • More expressive graphic communications (such as flyers) • Presentation slide backgrounds • Website calls to action buttons or section dividers Primary Colours Secondary Colours PANTONE 298 C, Solid Coated C70 M12 Y0 K0 R34 G175 B236 #22AFEC PANTONE 1225 C, Solid Coated C0 M26 Y77 K0 R254 G197 B75 #FEC54B PANTONE BLACK C, Solid Coated C73 M62 Y57 K70 R43 G44 B45 #2B2C2D PANTONE 7416 C, Solid Coated C0 M69 Y61 K0 R249 G109 B87 #F96D57 PANTONE 653 C, Solid Coated C82 M54 Y20 K5 R59 G104 B151 #3B6897 Secondary colors - when to use: Colour Palette | 15
- 16. Photography Our photography captures a slice of everyday office life. It’s never fake, nor should it feel like a stock image (even if it actually is). Our photos should make you feel like you are right there in the room. Whenever possible, our images should tell stories through personalities, interactions, and experiences. Authenticity, honesty and straightforwardness. • B&W prefered (strength through realism) • Blurry motion okay (capturing the fast-pace of what we do) • Spot color on occasion okay (for emotional meaning, depth of focus) • Natural and relaxed, not posed or artificial • Honest, something we can all relate to • Personal and engaging, capturing emotions and intimacy Guidelines: Photography | 16
- 17. PRODUCT BRANDING The Dropsuite product brands strengthen and build equity for our master brand by adhering to a clear parent-child relationship. Our Drop product line (Dropmysite, Dropmyemail, Dropmymobile) are each unique brands with their own branded microsites. They each have unique logos with the following qualities: Our Enterprise product (DSE Server Backup) has a unique product name but does not have its own microsite. It has a unique logo, with the following qualities: Used consistently and accurately, the Dropsuite product brands will compliment our parent brand across our entire network. • The D mark is the same • The fonts are the same • Monochrome colours are used (white or black) instead of the Dropsuite blue and Dropsuite black • The D mark is the same • The fonts are the same • Monochrome colours are used (white or black) instead of the Dropsuite blue and Dropsuite black Product Branding | 17