BRAND MANUAL

SECTION 1.1.Basic Elements

2

WelcomeThis manual defines a set of rules and recommendations to ensure consistent implementation of the basic elements of CRITICAL Software’s brand identity.

The manual identifies the key elements and describes how they relate to each other. These elements will serve to focus and guide creative communication and contribute to a strong and consistent visual identity.

We all need to work together to comply with and apply these guidelines. We know we can count on you.Thank you.

BRAND MANUAL - CRITICAL SOFTWARESECTION 1.1. - Basic Elements

3

INDEX4 THE CRITICAL SOFTWARE LOGO

5 CHROMATIC VERSIONS

6 USE AGAINST BACKGROUNDS

7 PROTECTED AREA

8 MINIMUM DIMENSIONS

9 COLOURS - MAIN AND SECONDARY

10 COLOURS - GRADIENTS

11 LOGO MISUSE

12 TYPOGRAPHY - MAIN

13 TYPOGRAPHY - SHARED APPLICATIONS

14 UPPERCASE & LOWERCASE

15 TAGLINE

16 LOGO ARTWORKS

BRAND MANUAL - CRITICAL SOFTWARESECTION 1.1. - Basic Elements

4

The CRITICAL Software logo is composed of a square background and the CRITICAL Software logotype.These two elements were developed as a whole and should never be used separately or with different proportions from those shown in this manual. Their relationship is fixed and should not be altered.

The logo should always be reproduced from the original high quality artwork. To obtain a high quality copy of the logo, please contact the Marketing Department (contact details on the last page of this manual).

Use of versions of the logo that are not shown in this manual must be approved by the Marketing Department.

THE CRITICAL SOFTWARE LOGO BRAND MANUAL - CRITICAL SOFTWARESECTION 1.1. - Basic Elements

Seven chromatic versions of the logo have been created:- Gradient - MAIN VERSION- Positive red - Negative red- Positive grey (for use only in exceptional cases)- Negative grey (for use only in exceptional cases)- Black- White

The Gradient Version is the MAIN VERSION and is the onethat would normally be used in most circumstances.When printing, the main version can be reproduced in two Pantone colours (solid colours) or in CMYK (four colour process).

The positive or negative red versions should be used when the reproduction technique allows the use of only one colour. This colour should be red on a white background or white on a red background.

The positive or negative grey versions should be used only in exceptional cases. These two versions should only be used whenever the gradient version or the red version is not appropriate, as they may conflict with other, more sober colours, in certain layouts. In these situations, the grey version (Grey 3 on page 9 of this manual) may be used.

The black or white versions should be used when there are limits to the use of colour, or when the reproduction technique allows only low quality or resolution, such as fax or photocopy.

The colour boxes illustrated below are only references for the logo’s chromatic behaviour. They are not part of the logo.

Gradient Version MAIN VERSION NegativePositive

Grey Versions BlackVersion

WhiteVersion

Red VersionNegative

Red VersionPositive

5CHROMATIC VERSIONS BRAND MANUAL - CRITICAL SOFTWARESECTION 1.1. - Basic Elements

The CRITICAL Software logo can be used over any type of graphic or photographic background, light or dark.The colours and shades of the backgrounds should, if at all possible, allow the use of the gradient version, the main version, as shown below.

The basic idea is to maintain the chromatic integrityof the logo with the maximum possible contrast.

The colour boxes illustrated below are only references for the logo’s chromatic behaviour. They are not part of the logo.

6USE AGAINST BACKGROUNDS BRAND MANUAL - CRITICAL SOFTWARESECTION 1.1. - Basic Elements

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam sed magna vitae tellus accumsan mollis. Fusce luctus magna augue, in vehicula quam commodo sit amet. Morbi malesuada ornare enim eu luctus. Pellentesque laoreet ut massa ac tempor. Pellentesque vitae tempor metus, quis sagittis nisl. Aliquam et consectetur lectus. Vivamus convallis tempus erat, eget molestie turpis porta et. Aliquam ultricies arcu vel nisi malesuada dictum. Praesent facilisis non dolor non tincidunt. Vivamus in erat eu risus condimentum feugiat. In porta eleifend ligula, ac tincidunt tortor varius sed. Sed vel porta nibh, ac eleifend arcu. Cras ut augue sit amet nunc aliquet semper auctor vitae sapien.

X

X

X

X

X

7

To preserve the integrity of the CRITICAL Software logo, a protected area has been defined in relation to text or other surrounding graphic elements.

The limits of the protected area are based on the “X” dimension, relative to the height of “CRITICAL”.

PROTECTED AREA BRAND MANUAL - CRITICAL SOFTWARESECTION 1.1. - Basic Elements

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam sed magna vitae tellus accumsan mollis. Fusce luctus magna augue, in vehicula quam commodo sit amet. Morbi malesuada ornare enim eu luctus. Pellentesque laoreet ut massa ac tempor. Pellentesque vitae tempor metus, quis sagittis nisl. Aliquam et consectetur lectus. Vivamus convallis tempus erat, eget molestie turpis porta et. Aliquam ultricies arcu vel nisi malesuada dictum. Praesent facilisis non dolor non tincidunt. Vivamus in erat eu risus condimentum feugiat. In porta eleifend ligula, ac tincidunt tortor varius sed. Sed vel porta nibh, ac eleifend arcu. Cras ut augue sit amet nunc aliquet semper auctor vitae sapien.

8

To ensure readability of the CRITICAL Software logo, a minimum size has been set.

This size is based on the characteristics of the logo and the typical media (that is, printed material and on-screen) in which it is used.

There is no limit to the maximum size of the logo, as long as the protected area is maintained.

The 16x16px Favicon has a specific version of the logo without the CRITICAL Software logotype.

MINIMUM DIMENSIONS

Printed material12 mm

On-screen use85 px

16x16 px Favicon

BRAND MANUAL - CRITICAL SOFTWARESECTION 1.1. - Basic Elements

9

CRITICAL Software’s main colours are the main red, white and black.

The secondary colours are composed of three shades of red and three shades of grey.The secondary colours should be used to complement the main colours, depending on the layout, information density or use of graphics.

Any colour system not included in this manual must always approximate to the Pantone reference.

COLOURS

MAIN AND SECONDARY

CMYKC: 0%M: 100%Y: 100% K: 20%

RGBR: 196 G: 22B: 28

Vinil 3M Scotchcal100-176Vermelho Gerânio

Pantone180 C

RAL3020 Traffic Red

Main RedCMYKC: 0%M: 0%Y: 0% K: 100%

RGBR: 0 G: 0 B: 0

Vinil 3M Scotchcal100-12Preto Brilho

PantoneProcess Black C

RAL9005 Jet Black

BlackCMYKC: 0%M: 0%Y: 0% K: 0%

RGBR: 255 G: 255 B: 255

Vinil 3M Scotchcal100-10Branco Brilho

RAL9010 Pure White

White

CMYKC: 0%M: 100%Y: 100% K: 36%

RGBR: 165 G: 13B: 18

Pantone174 C

Red 1CMYKC: 0%M: 100%Y: 100% K: 53%

RGBR: 134 G: 1B: 1

Pantone1807 C

Red 2CMYKC: 6%M: 7%Y: 9% K: 11%

RGBR: 213 G: 210B: 202

PantoneWarm Gray 2 C

Grey 1CMYKC: 14%M: 19%Y: 21% K: 38%

RGBR: 165 G: 157B: 149

PantoneWarm Gray 6 C

Grey 2CMYKC: 24%M: 34%Y: 35% K: 63%

RGBR: 118 G: 106B: 98

PantoneWarm Gray 10 C

Grey 3CMYKC: 0%M: 100%Y: 100% K: 70%

RGBR: 103 G: 0 B: 0

Pantone181 C

Bordeaux

Main colours

Secondary colours

BRAND MANUAL - CRITICAL SOFTWARESECTION 1.1. - Basic Elements

10

CRITICAL Software’s gradients are the main gradient and four grey gradients based on the secondary colours, white and black.

The main gradient is the gradient used in the logo. To preserve the visual strength of the logo, it should be used in accordance with these guidelines in all communications.

The grey gradients should be used on backgroundsor panels to clarify layouts, or highlight text or graphic elements.Gradients can be made using shades of grey up to 50% intensity.

The gradients should always be linear; do not use radial gradients. The orientation of gradients should always be horizontal or vertical.

COLOURS

GRADIENTS

Gradient 1

10%

90%

Main gradient

Secondary gradients

CMYKC: 0%M: 100%Y: 100% K: 20%

RGBR: 196 G: 22B: 28

CMYKC: 0%M: 100%Y: 100% K: 70%

RGBR: 103 G: 0B: 0

White Grey 1

Gradient 2

Grey 1 Grey 2

Gradient 3

Grey 2 Grey 3

Gradient 4

Grey 3 Black

BRAND MANUAL - CRITICAL SOFTWARESECTION 1.1. - Basic Elements

Changing the main elements of the brand undermines its coherence and perception, and compromises the objectives of branding.

The criteria for use apply to all versions of the CRITICAL Software logo.

Some examples of misuse of the logo are:

11LOGO MISUSE

Use of outlines, framesor other visual effects.

Vertical application.Changing the orientationof the gradient.

Creating new versions.Changing the location, placing or proportion of the logo’s elements.

Change, removalor addition of logoelements.

Incorrect use of colours. Horizontal, verticalor diagonal deformation.

BRAND MANUAL - CRITICAL SOFTWARESECTION 1.1. - Basic Elements

12

The main typeface family of CRITICAL Software isPF Din Display Pro.

This font family has seven weights - Extra Thin, Thin, Light, Regular, Medium, Bold and Black; these, and their italic variants, allow users considerable flexibility.

The intermediate weight is the most suitable for text. If using Extra Thin or Thin, the font height should be not less than 10 points.

TYPOGRAPHY

MAIN

PF Din Display ProabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ&#€$¢£ƒ¥0123456789¹²³§¶†‡*½¼¾%‰\/⁄ªªº№®©℗™¿?¡!.,:;•@{}[]()—–-·‹«»›¦|_…„‚‘’“‘“”

ABCABCABCABCABCABCABC

ABCABCABCABCABCABCABC

PF Din Display Pro

Extra Thin Italic

PF Din Display Pro

Thin Italic

PF Din Display Pro

Light Italic

PF Din Display Pro

Italic

PF Din Display Pro

Medium Italic

PF Din Display Pro

Bold Italic

PF Din Display Pro

Black Italic

PF Din Display Pro

Extra Thin

PF Din Display Pro

Thin

PF Din Display Pro

Light

PF Din Display Pro

Regular

PF Din Display Pro

Medium

PF Din Display Pro

Bold

PF Din Display Pro

Black

BRAND MANUAL - CRITICAL SOFTWARESECTION 1.1. - Basic Elements

13

The Arial font family should be used in shared applications (such as Word or PowerPoint), for web-based applications and in emails.This font offers excellent on-screen readabilityand is commonly available on personal computers.

This font family has two weights - Regular and Bold - and accompanying italic forms.

TYPOGRAPHY

SHARED APPLICATIONS

ArialabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ&#€$¢£ƒ¥0123456789¹²³§¶†‡*½¼¾%‰\/⁄ªªº№®©℗™¿?¡!.,:;•@{}[]()—–-·‹«»›¦|_…„‚‘’“‘“”

ABCABC

ABCABC

Arial

Italic

Arial

Bold Italic

Arial

Regular

Arial

Bold

BRAND MANUAL - CRITICAL SOFTWARESECTION 1.1. - Basic Elements

14

In headings, sub-headings or body text, the company name should be formatted consistently.

In normal, mixed upper and lower-case headings, sub-headings or text, the name should be writtenas CRITICAL Software (that is, CRITICAL in uppercaseand Software in capitalised lowercase).If the headings, sub-headings or text are ALL UPPERCASE, the name should also be all uppercase; that is, CRITICAL SOFTWARE.

UPPERCASE & LOWERCASE

In normal, mixed upper and lower-case headings,sub-headings or text, the name should be writtenas CRITICAL Sostware.

IF THE HEADINGS, SUB-HEADINGS OR TEXT AREALL UPPERCASE, THE NAME SHOULD ALSO BEALL UPPERCASE; THAT IS, CRITICAL SOFTWARE.

BRAND MANUAL - CRITICAL SOFTWARESECTION 1.1. - Basic Elements

15

CRITICAL Software’s tagline is DEPENDABLE TECHNOLOGIES FOR CRITICAL SYSTEMS.

There is no fixed relationship between the tagline and the logo. They can be positioned freely, depending on the layout. Some suggestions of possible layouts are shown below.

The tagline should always be written in uppercase, with no full stop and in Light or Regular weight, depending on the dimensions of the document.The tagline may be laid out over one line or two, as shown below.

TAGLINE

DEPENDABLE TECHNOLOGIES FOR CRITICAL SYSTEMS

DEPENDABLE TECHNOLOGIES FOR CRITICAL SYSTEMS

DEPENDABLE TECHNOLOGIESFOR CRITICAL SYSTEMS

DEPENDABLE TECHNOLOGIESFOR CRITICAL SYSTEMS

BRAND MANUAL - CRITICAL SOFTWARESECTION 1.1. - Basic Elements

16

The names used for the logo artwork use a sequence of abbreviations to simplify organisation and make searching easier.

This file organisation logic is:

LOGO ARTWORK

C _ SFW _ red _ neg _ cmyk .eps

CRITICAL SOFTWARE

brand versions

Gradientmain version

Gradient lowmain versionin low resolution

redred version

greygrey version

blackblack version

whitewhite version

neg/pos

negnegative version

pospositive version

colour system

CMYKCMYK colour system

PMSPantone colour system

RGBRGB colour system

extension

.ai (vector)vectors-editable drawing

.eps (vector)editable with code postscript

.pdf (preview)to view file

.psd ( pixel)photoshop pixel file

.jpg (pixel)compressed image

.png (pixel)image with transparent backgroundfor office application (ppt, word, etc.)

BRAND MANUAL - CRITICAL SOFTWARESECTION 1.1. - Basic Elements

BRAND MANUALSECTION 1.1. - Basic Elements

BRAND MANUAL DEVELOPED BY MYBRAND - SEPTEMBER 2013 © 2013 CRITICAL Sostware | All rights reserved.

FOR FURTHER INFORMATION CONTACT:Marketing Department

+351 239 989 100marketing@criticalsostware.com

www.criticalsostware.com