Cerence Brand Guidelines | October 2019
01 Introduction |
Introduction
Table of Contents
To support our brand, we have developed a unique
and distinctive identity system. A creative toolkit that
includes strategy, messaging, and a visual system
with our company logo and a collection of colors,
typefaces, graphics and photography that can be
used in different combinations to help us create
a flexible yet consistent look and feel for all of our
brand communications.
An important part of how we communicate our
brand is how we use this system. In order to convey
a consistent and strong brand message, we need
to use the system in the same way across the company
and across all media.
This begins with maintaining a consistent visual style
throughout Cerence communications. A visual style
is not just a logo but involves a combination of visual
elements. Please take the time to learn how to put
these elements together correctly.
For questions about these guidelines and how to use
them or to have the Brand Team review your
communications, please email brand@cerence.com.
Table of Contents
Introduction
Table of Contents . . . . . . . . . . . . . . . .02
System Overview . . . . . . . . . . . . . . . .03
Brand Strategy
Positioning . . . . . . . . . . . . . . . . . . . . . 05
Brand Platform . . . . . . . . . . . . . . . . . . . 05
Verbal Branding
Brand Voice . . . . . . . . . . . . . . . . . . . . 07
Writing in Voice . . . . . . . . . . . . . . . . . . . 07
Examples . . . . . . . . . . . . . . . . . . . . . . . . . 07
Visual Guidance
Visual Toolkit . . . . . . . . . . . . . . . . . . . 09
Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Overview . . . . . . . . . . . . . . . . . . . . . . . . . .10
Variations / Backgrounds . . . . . . . . . . .10
Clear Space / Minimum Size . . . . . . . . 11
Use Violations . . . . . . . . . . . . . . . . . . . . . . 12
Color . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Overview . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Color Variations / Gradations . . . . . . .14
Contrast and Accessibility . . . . . . . . . . 16
Typography . . . . . . . . . . . . . . . . . . . . . 17
Overview . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Photography . . . . . . . . . . . . . . . . . . . . 19
Overview . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Use Violations . . . . . . . . . . . . . . . . . . . . . 22
Motion Strip . . . . . . . . . . . . . . . . . . . . .23
Overview . . . . . . . . . . . . . . . . . . . . . . . . . 23
Variations . . . . . . . . . . . . . . . . . . . . . . . . . 24
Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Use Violations . . . . . . . . . . . . . . . . . . . . . 30
Visual Examples
Print . . . . . . . . . . . . . . . . . . . . . . . . . . . .33
Stationery . . . . . . . . . . . . . . . . . . . . . . . . 33
Airport signage . . . . . . . . . . . . . . . . . . . 33
Brochure covers . . . . . . . . . . . . . . . . . . 33
Magazine ad . . . . . . . . . . . . . . . . . . . . . . 33
Tradeshow and Swag . . . . . . . . . . . 34
Tradeshow banner . . . . . . . . . . . . . . . . 34
Tradeshow leaflet . . . . . . . . . . . . . . . . . 34
Lanyard . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
Notebooks . . . . . . . . . . . . . . . . . . . . . . . . 34
Digital . . . . . . . . . . . . . . . . . . . . . . . . . .35
Website . . . . . . . . . . . . . . . . . . . . . . . . . . 35
Desktop wallpaper . . . . . . . . . . . . . . . . 35
PowerPoint title slide . . . . . . . . . . . . . 35
Social media . . . . . . . . . . . . . . . . . . . . . . 35
Contact