Brand Guidelines
October 2019
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
Cerence Brand Guidelines | October 2019
01 Introduction |
System Overview
The Cerence identity has been designed to be instantly
recognizable. Maintaining this recognition means
taking brand consistency seriously. Ideally, every piece
of written and visual communication we create should
be immediately identifiable as Cerence.
We do that by following these brand guidelines and
by being consistent in how we implement our system.
System Overview
Brand Strategy
Brand Essence
Exceptional Experience + Emotional Connection
Functional Brand Pillars
White Label
Global Technology Leader
Multi-Modal HMI Experts
y Understand OEM brand is #1
y Help OEMs use AI to build better experiences for
their customers
y Help OEMs build stronger relationships and
post-sale revenue
y Unlike Google and Amazon, Cerence never takes
ownership of data
y Professional Services can extend OEM team for
advanced, branded customization
y Open platform, 1250+ patents, apps
y Only true end-to-end solution
y Integrated AI, seamless experience
y Brings all 3rd party technologies together
in an integrated framework
y Outspoken leader of hybrid in-car and
cloud technologies
y Connects vehicle with drivers’ desires and moods
y More languages than anyone else
y 1 platform for global deployments
y Leading the science of auto HMI
y Insights from 280M+ deployments
y Deep team, decades of experience
y Unquestioned thought leadership
y Multi-modal speech, gaze, emotion
y Auto is primary focus — not add on
y No other team / tech platform can implement
complexity of HMI in autos as well as Cerence
Emotional Customer Needs
Trusted Partner
Control
Brand Attachment
y Experienced and reliable
y No ulterior motives
y More than a vendor — a partner that helps
customize the optimal in-cockpit experience
y Roll up sleeves, part of team
y Collaborate to co-create branded experiences
customers love
y Agile, fast, and proactive
y Proven outcomes
y Want OEM to control relationship
y Connect with hundreds of vehicle sensors —
embedded in car — we’re never “offline”
y Also connect to the cloud for instant
updates / services
y Dedicated to helping humans control vehicles
y Put drivers and passengers in control
of car and in-car experience
y Focus on safety and protection
y Help OEMs build the branded experiences that
customers love
y Understand better than any other technology
company how humans want to interact
with vehicles
y Proactive — can use our deep knowledge to help
guide and design optimal UX for your brand
y Help OEMs create emotional attachment and
brand value
Cerence Brand Guidelines | October 2019
02 Brand Strategy | Positioning
Positioning
There’s a new roadmap for mobility. At Cerence,
we create the unique experiences that make drivers
and passengers feel safer and happier in their
vehicles — more entertained and informed. We bring
together voice, touch, gesture and eye gazing
technologies to build these closer relationships.
We’ve designed and deployed more mobility
assistants than everyone else combined. So we have
a deeper understanding of how human behavior,
language and AI can transform the way a vehicle
feels, responds and bonds. We’re an open platform
— end-to-end, fully customizable and fluent in over
70 languages. We partner with OEMs to create
experiences that they own, that reflect their unique
brand and protect their customers' data. Driving
has always been an emotional experience. We make
the road ahead an exciting journey filled with bold
new opportunities.
Verbal Branding
Cerence Brand Guidelines | October 2019
03 Verbal Branding |
Our voice and tone describe who we are as a company
and how we want people to think of us. Here are some
pointers on how Cerence should sound.
Headlines
Short, smart and engaging. Headlines should pull
people in so we don’t make them too techy or
complicated. Give the big picture story and let the
copy handle details.
Paragraph Copy
This is the place for specifics and explanations.
However, we still keep the writing approachable. Find
a spot to slip in an observation or playful ending.
Balance, in all things.
Headlines
Example 1
Transform Transport
Example 2
Pioneers and Futurists
Why they work:
Short and to the point. The first highlights our industry
leadership. The second explains our long history and
exciting future. Alliteration is nice but don’t overdo it.
Paragraph Copy
Example 1
We’ve been developing virtual assistants before AI even got
its learner’s permit. From the first voice-activated dialing
system to today’s immersive and multi-sensory experiences.
Example 2
There’s deep integration with sensors inside and outside
the car along with third-party assistants. Open platform,
nicer playground, happier drivers and passengers.
Example 3
Sophisticated AI, voice recognition, gaze and touch
technologies, and augmented reality.
We’re redefining how a car should feel, respond, and learn
on the go. Have tech, will travel.
Why they work:
Shorter sentences and engaging, personal language. Smart
use of analogy (“Learners permit”) and a lighter close
(“Happy drivers” and “Have tech, will travel”).
Writing in Voice
Examples
Brand Voice
Visual Branding
AaBbCcDdEeFf
A Moving Experience
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp
QqRrSsTtUuVvWwXxYyZz0123456789
Vertical logo – preferred
Primary color palette
Display typeface – FF Speak
Corporate typeface – Montserrat
Motion strip
Aspirational imagery
Emotional imagery
Rational / funtional imagery
Secondary color palette
Tertiary color palette
Horizontal logo
Cerence Brand Guidelines | October 2019
04 Visual Branding |
How we present ourselves visually has an incredible
impact on how people see us and think about
us. That means developing a visual language that
communicates a compelling and dynamic brand
message that’s easily recognized by our company
and customers. After all, a visual style isn’t simply
a well-crafted logo, it’s a combination of design
elements — our logo, colors, fonts, graphics and
images. Taken together, they give you the tools
to develop every kind of Cerence communication.
Visual Toolkit
Visual Toolkit
Wordmark
Trademark
Symbol
Cerence Brand Guidelines | October 2019
10
04 Visual Branding |
1-color black logo on white
Full-color reversed horizontal
logo on black
1-color Cerence Dark Gray logo
on white
1-color reversed horizontal logo
on Cerence Dark Blue
Vertical and horizontal full-color logos
NOTE: Do not use the symbol independently from the
wordmark without approval from the Brand Team
Full-color reversed vertical
logo on black
1-color black logo on white
1-color reversed vertical logo
on Cerence Dark Blue
1-color Cerence Dark Gray logo
on white
Every part of the Cerence logo has been carefully
designed — from the choice of typeface, to the color,
size and placement of the symbol. Only the approved
digital files should be used to reproduce the logo.
The basic rules on the following pages will help put
our logo into action in a consistent and powerful way.
The Cerence logo and trademark (™) exist in a fixed
relationship and should only appear in this lock-up.
The ™ symbol protects and maintains our brand.
Do not alter the size or placement of the trademark
or leave the ™ off.
Logo Variations
We have developed a number of logo variations that
meet both the creative and practical needs of our
communications, including a horizontal version and
logos optimized for use when reversed out of color.
Do not use the positive logos for instances where the
logo needs to be reversed. By using this family of
logos, and using the correct variation, we can always
create the best expression of our brand.
Questions about appropriate logo usage should be
directed to the Brand Team at brand@cerence.com.
Logo
Logo