May 2015
WE BRAND
GUIDELINES
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WELCOME TO THE STRATEGIC SUMMIT,
VISUALIZATION SEMINAR AND WRITING
WORKSHOP.
There’s even a highly insightful type font expo inside. Yes, this is our rebrand
presentation and these are the guidelines that power the whole experience.
It’s a must-follow.
For questions on the how, when, and where or a quick Brand Team review,
hit the email below.
Eddie Rehfeldt
Executive Creative Director
erehfeldt@waggeneredstrom.com
Ready, Set,
Guidance
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Table of Contents
Introduction
2
TOC
Brand Strategy
Business Rationale
What’s All the Commotion?
The Big Idea
Brand Platform
What’s This Big Idea Based On?
Reasons to Believe
10
Brand Personality
13
What Real Communicates
15
What Imaginative Shows
15
Why Spirited is Powerful
16
Why Intelligent Thinks Big
16
The Wrap
17
Verbal Guidelines
18
Our Name
19
Brand Voice
22
Brand Messaging
25
Master Story
27
Our Three Audiences
28
Product Narratives
30
Sector Narratives
31
Writing Style
32
Final Thought
34
Visual Guidelines
35
Logo
36
Color
44
Typography
51
Graphic Elements
54
Custom Alphabet
54
Patterns
59
Digital Applications
63
Visual Examples
67
Campaign
70
Contact
72
Table of Contents
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Brand
Strategy
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Brand Strategy / Brand Rationale
BRAND
RATIONALE
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Brand Strategy / Brand Rationale
Why All the Commotion?
Shorter, leaner, and supercharged. (More on that exciting development
a few pages down the road.) The fresh moniker comes with new strategy,
positioning, tone of voice, attitude, visual identity, and messaging. It’s us,
only brand spanking new. We’ve always been ahead of the technology tidal
wave in communications. This rebrand is like jacking up processor speed
by 1000%. This is how a global communications company with 17 offices
around the world makes an even more seismic impact.
FIRST, A RE-INTRODUCTION
OF SORTS. WAGGENER
EDSTROM IS NOW WE.
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Brand Strategy / Brand Rationale
The Big Idea
This is our brand essence. It sets forth the core strategic position from which all good things fow.
Both creation story and philosophy — these words carry tremendous weight — and tangible opportunity.
THE INTERSECTION
OF PEOPLE, BRANDS,
AND TECHNOLOGY.
WE was born of the digital age. We honed our craft helping translate complex technology
solutions into powerful, persuasive stories. As technology has transformed from an
industry to something that underpins how people do almost everything in life, our focus
has also expanded. Sitting at the intersection of people, brands, and technology gives
us a unique perspective on how technology influences every brand and every customer.
We work with brands that are embracing the ever-evolving digital world to reinvent
themselves, to deliver new value to their customers or reach them in new ways, and
to ultimately improve people’s lives.
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Brand Strategy / Brand Platform
BRAND
PLATFORM
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Brand Strategy / Brand Platform
OPEN MINDS,
OPEN HEARTS
WE blends empathy, intellect, and intuition to
uncover points of strategic advantage and deep
audience insights that lead to better outcomes
for clients.
LASTING
RELATIONSHIPS
WE believes in the power of people working
together for a greater good and we pride
ourselves on building relationships with clients,
partners, media, and influential people that
stand the test of time and are built on respect,
trust, openness, and mutual success.
TRANSFORMATIVE
STORIES
WE gets real results by helping brands in an ever
changing world go beyond just telling their own
story to becoming part of their customers’ story
and unique personal journey.
PILLARS
What’s This Big Idea Based On?
These three Pillars are the foundational elements that support our fusion
strategy. They’re the concrete in the promise, the iron rebar of rationale.
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Brand Strategy / Brand Platform
REASON TO BELIEVE:
OPEN MINDS,
OPEN HEARTS
• Customer and Audience Understanding. Points of view based
on profound industry knowledge.
• Insights and Analytics. Custom-built communications analytics
platform, real-time data insights.
• Moments of Infuence. Identify and understand a brand’s most
valuable influencers.