Brand Guidelines
Version 1.0
00 Introduction | Why brand guidelines matter
Our brand is who we are and how we show up to our customers, partners, prospects,
and more. We want everyone to feel confident when it comes to bringing our brand
to life. These guidelines are made to help you effectively deliver on our strategy and
understand the basics of using our brand in all communications and touchpoints.
We hope these guidelines provide you, our teams, and our partners with the inspiration
and practical information necessary to help us build Momentive into a strong brand for
the next 20 years. As guardians of our new brand—our new corporate identity—we trust
you will help us create and sustain our vision and bring that alive in everything we do.
Thanks for being a brand ambassador, and thanks for your help in shaping what’s next!
Why brand guidelines matter
00 Introduction | Table of contents
Introduction
Table of contents
Welcome to Momentive. We hope you’ll read these
guidelines cover to cover. But if you’re short on time,
check out the Brand positioning how-tos for quick tips
to help you get started.
Introduction
02
Why brand guidelines matter
03
Introduction and table of contents
Brand positioning
05
Who we are
06
Who we serve
07
What we do
08
Our vision, mission, and values
09
Our commitment to DEI
10
Our brands
11
What we built
12
Who we built it for
13
What powers our solutions
Brand positioning how-tos
15
How we describe our company
16
How we talk about our value
18
How we talk about Momentive
19
How to reference solutions
20
Examples of how to reference solutions
Brand personality and voice
22
How we show up
23
Brand voice principles
24
Our tone of voice
25
Writing tips: How to stay on brand
Visual identity
27
The story of our logo
28
Creative principles
30
Visual toolkit
31
Logo variations
32
Logo space and sizing
33
Logo violations
34
Partnerships
35
Brand colors
36
Color usage
41
Typography
42
Typesetting momentive.ai
43
Shapes and textures
44
Shapes and textures usage
45
Composition with shapes and textures
46
Shapes and textures violations
47
Photography principles
48
Photography categories
50
Photography usage
51
Composition with photography
53
Photography violations
Digital system
55
UI kit overview and resources
Visual applications
57
Digital, print, and swag
Contact
01
Brand positioning
01 Brand positioning |
Who we are
BRAND NARRATIVE —FULL VERSION (INTERNAL)
Shape what’s next
In business, change keeps coming. You can let it consume you, or you can ride its wave and be a force that shapes our future.
We power the brave and ambitious who make change happen now. Organizations that connect with their employees and
communities. Brands that thoughtfully listen to customers and act. People who reshape, reimagine, and transform. And we’re
here to collaborate with those who advance equality in both business and society.
Momentive is a new type of agile experience management company, built for what's next.
We put people at the center of our technology, amplifying voices to accelerate progress: tap into curiosity, get fresh perspectives,
and make tough calls. And our intuitive, AI-powered solutions deliver insights into the hands of your decision-makers in hours
or days (not weeks or months). Our products are built for speed and agility, so people can confidently, proudly shape what’s next.
Now is the time. Reshape your customer experience, your product, your industry, and maybe, just maybe, our world.
Who we are
Brand narrative
Our brand narrative is equal parts positioning and anthem. It encapsulates
our ethos and the potential that we can empower our customers to reach.
01 Brand positioning | Who we serve
Our customer's mindset
The Reshapers
The brave and ambitious who make change happen now. Organizations that connect
with their employees and communities. Brands that actively listen to customers and
act. Those who advance equality in both business and society.
Reshapers can be represented as organizations, the people driving change within
them, or the products that represent them—with a preference towards showing the
people first.
Who we serve
01 Brand positioning |
Category statement
Momentive is a leader in agile
experience management.
THIS
y Momentive is a new type of experience
management company.
y Momentive is a leader in agile experience
management with AI-powered solutions
built for the pace of modern business.
NOT THIS
y Momentive is a survey, market research,
and CX company.
y Momentive is a technology and
software company.
Note:
“Experience management” can be expanded upon depending on context, for example to “experience
management and insights” when speaking to a market research audience.
Value statement
To empower decision-makers
to act with speed and agility.
THIS
y Intuitive
y Agile
y Adaptive
NOT THIS
y DIY
y Quick and easy
y Inexpensive
What we do
What we do
01 Brand positioning |
Vision
Our vision is to raise the bar for human experiences by amplifying individual voices.
Mission
Our mission is to power the curious so they can shape what’s next.
Values
Our vision, mission, and values
Our vision, mission, and values
Stay curious
Curiosity is our superpower.
We embrace a growth mindset,
we take risks, and we learn from
the outcomes.
Stand for equality
We champion diversity and
welcome individuality. Together,
we create an equitable workplace
where each person can truly
belong and do their best work.
Trust the team
We succeed as one global team.
We are accountable to one another,
value opinions, and communicate
with clarity and kindness.
We prioritize health and support
one another.
Make it happen
Our customers, colleagues, and
community inspire us to compete,
win, and give back. We focus,
we act with integrity, and we own
the results.
Innovate for customers
We grow and innovate right alongside
our customers. To deliver value to them,
we listen, we understand, we act—and
we keep at it.
01 Brand positioning |
We’re in business to shape the future. We use the resources we have—our products, our
data, our culture, and our community—to foster a diverse, inclusive, and equitable world.
Our commitment to DEI
Our commitment to DEI
Our culture
Momentive must be a place where people of all backgrounds
can do the best work of their lives. We aim to be tech’s most
inclusive workplace—and our work will never be done.
Our solutions
Our products deliver an elusive business metric: human
sentiment. Our DEI solutions allow any organization to turn
good intentions into measurable business outcomes.
Our community
To help drive sustainable change, we believe we must flex our
influence. We take a stand on public policy issues that impact our
communities and support nonprofits that align with our values.
10
01 Brand positioning |
* Even though the company name has changed, we will
not be prioritizing updates to these logos or endorsements
or representation in product in 2021.
Company brand
Core go-to-market brands
Endorsed go-to-market brands*
Our brand architecture is evolving as we’re evolving our business strategy toward the
enterprise, while minimizing our internal organizational structure to the external world.
Our brands
Our brands