Visual identity guidelines Basic...

Visual identity guidelinesBasic elementsVersion 2.0 November 2013 1.0 Introduction 2 2.0 Quick tips 3 3.0 New brand strategy 5 4.0 Logo 7 5.0 Colour 19 6.0 Typography 28 7.0 Dotted line 43 8.0 Photography 49 9.0 Graphics 53 10.0 Tone of voice 56 11.0 Resources 60

1.0 Introduction

Just enough is more.The visual identity rationalisation pares back the elements contained within the Sage visual identity to an amount appropriate for a confident global organisation. Building business confidence is reflected by the use of a refined colour palette, a reportage photography style, creative use of language and typography, simplicity of form and layout and improved production techniques.

Communication items created by using the rationalised visual identity look modern, alive and beautiful.

Consistency should be aimed for at both micro and macro level. The visual identity elements should be used thoughtfully and carefully, and the temptation to fill clear areas with superficial illustration or imagery should be avoided. Ruthless editing and the reduction of all communications down to the essential elements will make them as impactful as possible. If in doubt, leave it out. If it feels wrong, it is wrong.

Visual identity guidelines Basic elements Version 2.0 | November 2013 2 We

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2.0

Quick tips

2.1 Quick tips 4


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2.1 Quick tips Logo1. Reproduce the Sage logo in Sage Green,

White, Sage Silver or Black with enough contrast to make it visible.

2. Position the Sage logo in the top right of the application with the correct amount of clear space.

Colour3. Use intelligent proportioning of the primary

and secondary colour palettes.4. Use clear space positively to create balance

and confidence in your layout.

Typography5. Use Foco as the primary font for titles and

large statements, and use Helvetica Neue as the body copy font (or Arial for digital).

6. Use the dotted line to add structure to information-heavy layouts.

Photography7. A suite of brand photography has been

commissioned which reflects the brand proposition ‘building business confidence’.

Graphics8. Create charts and diagrams

correctly using the primary and secondary colour palettes.

Tone of voice9. Our tone of voice is confident,

focused and accessible.

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8.5.Heading here Subhead here

Body copy here. This is dummy text. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain.

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Label

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confident,focused,accessible.

This is dummy text.It is intended to be read but have no meaning.

Subhead This is dummy text. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves.

Subhead This is dummy text. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves.

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Visual identity guidelines Basic elements Version 2.0 | November 2013 4

3.0

New brand strategy

3.1 New brand strategy 6


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3.1 New brand strategy New visionOur vision is to be recognised as the most valuable supporter of small and medium sized companies by creating greater freedom for them to succeed. Brand propositionBuilding business confidence.

Brand positioningSage gives you the confidence and freedom to achieve your business ambitions.

Employer brandInner confidence.

Top five global brand drivers1. Would give me peace of mind that my data

is safe and secure.

2. Would give me more control of my business to achieve success and grow.

3. Would help my business to work more smartly and efficiently.

4. Would connect me with a knowledgeable person when I needed them.

5. Their software is appealing and intuitive to use.


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4.0

Logo

4.1 Logo: Overview 8 4.2 Positive application 9 4.3 Negative application 10 4.4 Special application:

Vertical use 11 4.5 Special application:

Silver foil 12 4.6 What to avoid 13 4.7 Clear space / minimum size 14 4.8 Positioning 15 4.9 Using with image 164.10 Using with partner logos 174.11 Brand architecture 18


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4.1 Logo: Overview

Our logo is the most important part of our visual identity, signposting to our audience when they are interacting with Sage. It’s a guarantee of quality that unites our diverse products and services. It must, at all times, be consistent in all communications to ensure that the brand’s integrity, values and identity are protected and managed.

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4.2 Positive applicationIn positive applications, whenever possible, the Sage logo should be used in Sage Green. It can be used on a White background or on an image provided there is sufficient contrast between the logo and the image.

In some cases, a full-color logo may not be practical or possible due to limitations in printing. In these instances, a single-colour Black logo can be used.

On specialist print applications, the logo can be reproduced in silver foil. Please see section 4.5 for more information regarding the use of silver foil.

BlackPMS Black C0 M0 Y0 K100 R0 G0 B0 HEX #000000

Sage Green (Preferred version)PMS 335C C100 M0 Y65 K30 R0 G127 B100 HEX #007F64

Sage Green on imageAlways ensure there is sufficient contrast between the logo and the image

Special application — silver foilPlease see section 4.4 for more information regarding the use of silver foil

Attention

Do not apply the logo in any colour other than Sage Green, Black or silver foil (print only)

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Sage Bright GreenPMS 361C C65 M0 Y100 K0 R65 G169 B64 HEX #41A940

Sage Dark GreyPMS Cool Grey 11C (coated paper) PMS 426U (uncoated paper) C48 M36 Y24 K66 R77 G79 B83 HEX #4D4F53

BlackPMS Black C0 M0 Y0 K100 R0 G0 B0 HEX #000000

Image

4.3 Negative applicationYou may reverse the Sage logo in White out of any colour in the approved colour palette except for Sage Mid Grey and Sage Light Grey. The logo can also be reversed out of Black for monotone applications and an image, provided the contrast is sufficient.

Sage GreenPMS 335C C100 M0 Y65 K30 R0 G127 B100 HEX #007F64

Please note: The colours shown throughout these guidelines have not been evaluated by Pantone, Inc for accuracy and may not match the PANTONE® Colour Standards. Consult current PANTONE Publications for accurate colour. PANTONE is the property of Pantone, Inc. The PANTONE MATCHING SYSTEM is a worldwide printing, publishing and packaging colour or language for the selection, marketing and control of colour.

Attention

Do not reverse the logo out of Sage Mid Grey and Sage Light Grey


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4.4 Special application: Vertical useOn certain more complex applications, the logo can be positioned vertically. The Sage logo should be aligned to the right of the item it appears on and should always be placed with the S of Sage at the lowest point. The rules governing clear space should always be adhered to.

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4.5 Special application: Silver foilFoiling is a specialist print technique whereby a thin layer of foil is affixed to a substrate using heat and pressure.

On certain print applications, silver foiling can be used to add value and give a premium finish to items. The use of foil should be reserved for more premium communication such as annual reports, VIP invites and selected packaging.

The silver foil can be used on any of the brand colours and also over an image. The specifications given below should always be followed to ensure consistent reproduction.

Silver foilTo match foil Kurz Alufin Satingloss or Foilco 6420

Silver foilTo match foil Kurz Alufin Satingloss or Foilco 6420


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4.6 What to avoidIt’s important that we protect the integrity of our logo at all times. Do not apply the logo in any colour other than Sage Green, White, Black or silver foil. Do not distort, rotate or manipulate the logo or add any visual effects such as drop shadows.

The following examples are unacceptable variations:

1. Using unauthorised colour variation 2. Placing the logo on a non-horizontal axis 3. Adding a drop shadow or other

visual effect 4. Cropping the logo 5. Outlining the logo / altering the stroke

weight 6. Placing the logo directly over type 7. Stretching or distorting the logo 8. Using a gradient within the logo 9. Encroaching on the minimum

clear space10. Attempting to recreate the logo

and/or substitute the font11. Rendering a 3D version of the logo12. Placing the logo over an image with

unacceptable contrast 13. Recreating, and/or simulating, a foil or

metallic effect using gradients for print, screen or online applications

14. Using the Sage logo in running copy 15. Masking an image through the logo

This is dummy text. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselv This is dummy text. It is intended to simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves.

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4.7 Clear space / minimum sizeThe minimum amount of clear space is equal to the x-height of the logo. The recommended minimum size for the Sage logo is 16mm across the width.

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A4Sage logo width 30mm



Recommended logo width for standard paper sizes

A4 = 30mmUS letter = 1.1875"A5 = 22mmA6 = 19mmDL = 22mm

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4.8 PositioningThe Sage logo should always appear in the top right corner of all applications, whether they are printed or digital. The rules governing clear space should always be adhered to.

Special casesIn exceptional cases, where it is not possible to position the logo top right, it can be placed top left (e.g. when reskinning websites) or top centre (e.g. on large vertical banners). Alternative positioning should be made at the designer’s discretion. In all circumstances, the rules governing clear space should always be adhered to.

For more information on reskinning websites, please refer to the Interim digital guidelines.


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4.9 Using with imageWhen the Sage logo is used with imagery, there should be sufficient contrast between the image and the logo. Photography should be retouched to allow for a flat area where the logo is positioned. The area should be as light as possible to accommodate a Sage Green logo or as dark as possible to accommodate a White logo.

For more information on retouching photography, please refer to the Photography section of the Visual identity guidelines.

Attention

Do not allow objects in the image to encroach on the clear space area around the logo.

Ensure the contrast is sufficient and that the logo is clear from other elements in the image.

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4.10 Using with partner logosThe Sage logo can be used in conjunction with partner logos. Depending on the configuration of the partner logo, there are three options for creating lock-ups. The nature of partner logos means that both elements are treated as one entity, removing the need of protecting the Sage logo clear space (in this instance only).

Partner logos should be used on stationery, websites and general publicity material.

Sage logo in Sage Green on White1. Vertical stacking2. Horizontal stacking (short)3. stacking (long)

Sage logo in White on Sage Dark Grey1. Vertical stacking2. Horizontal stacking (short)3. Horizontal stacking (long)

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4.11 Brand architectureIt’s important that around the world, we are consistent with the way we present our products and their names.

This information is contained within a format we call the product identifier, as outlined right.

Product identifierThe product identifier contains, at most,three levels of hierarchy. In descendingorder, these are:

1. Sage + product name2. Product type identifier3. Level identifier Access

Sage should always be written in Foco Bold in Sage Green. The remaining text should be written in Foco Regular Sage Bright Green.

Product names should not be locked up to the Sage logo (Sage Pay is the one exception to the rule).

Event logosSage should be written in Foco Bold in Sage Green. The event name in Foco Regular in Grey.

Event names should never be locked up to the Sage logo.

Sage ProductProduct type identifierLevel identifier Access

Sage Event

Sage Summit

Sage ERP X3Global Convention

Sage OneAccountingStandard Online

Sage ERP X3

Sage Murano ERPOnline

LEVEL 1: SAGE + PRODUCT NAME


LEVEL 1: SAGE + EVENT NAME

LEVEL 1: SAGE + EVENT NAME




LEVEL 2: PRODUCT TyPE IDENTIFIER

LEVEL 2: PRODUCT TyPE IDENTIFIER

LEVEL 2: EVENT NAME

LEVEL 3: LEVEL IDENTIFIER ACCESS


Product identifier

Event Logos


(CRM, ERP, ACCOUNTING, PAyROLL, PAyMENTS, SUPPORT)

(BASICS, STANDARD, EXTRA, ADVANTAGE, COMPLETE + ONLINE IF APPLICABLE)

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5.0

Colour

5.1 Colour: Overview 205.2 Primary colour palette 215.3 Secondary colour palette 225.4 Tints 235.5 Gradients 245.6 Combining colours 255.7 White space 265.8 Transparency 27


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5.1 Colour: Overview

The colour palette has been designed to provide Sage with its own aesthetic and should be used as a filter for all visual communication. We use a limited colour palette in a confident way to reflect the brand proposition ‘Building business confidence’ and help reinforce global brand recognition. Our colour palette is divided into six primary colours and three secondary colours.


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5.2 Primary colour paletteOur primary palette is made up of White, Sage Green, Sage Bright Green, Sage Dark Grey, Sage Mid Grey and Sage Light Grey.

A combination of these colours should be used on every application although it is not necessary for all colours to appear on every piece of communication.

White is an important part of our palette too. It creates the space for our communications to breathe and a canvas where our colours come to life.

WhitePMS White C0 M0 Y0 K0 R255 G255 B255 HEX #FFFFFF



Sage Dark GreyPMS Cool Grey 11C (coated paper)PMS 426U (uncoated paper) C48 M36 Y24 K66 R77 G79 B83 HEX #4D4F53

Print applicationIn addition to the primary palette, two additional colours can be used in specialist print applications. Silver foil can be used for the Sage logo and select typography and Sage Silver (PMS 877C) can be used as an additional colour.

Due to the cost implications of using these additional colours, their use should be reserved for more premium communication such as annual reports, VIP invites and selected packaging.

Sage Mid GreyPMS Cool Grey 7C C22 M15 Y11 K32 R154 G155 B156 HEX #9A9B9C

Sage Light GreyPMS Cool Grey 1C C0 M0 Y0 K5 R224 G225 B221 HEX #E0E1DD

Silver FoilTo match foil Kurz Alufin Satingloss or Foilco 6420

Sage SilverPMS 877CIf silver needs to be reproduced in CMYK / RGB / HEX then the values for Sage Mid Grey should be used


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5.3 Secondary colour paletteThe secondary colours should only be used when absolutely necessary – they are used to extend the colour palette when required to highlight a piece of information in a chart, or a link on a website for instance.

Sage OrangePMS 021C C0 M68 Y100 K0 R255 G88 B0 HEX #FF5800

Sage BluePMS CYAN C100 M0 Y0 K0 R0 G159 B218 HEX #009FDA

Sage PurplePMS 266C C82 M88 Y0 K0 R102 G57 B183 HEX #6639B7

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5.4 TintsSage colours are preferably printed as 100% solid. In exceptional circumstances requiring a wider range of colour variations, tints can be used.

Tints are used most effectively in charts and tables, or to differentiate the hierarchy of information. The selection of a tint must be carefully considered as certain tints are of limited value and may be inappropriate for type.

100% 100%100%75% 75%75%50% 50%50%25% 25%25%

100% 75% 50% 25%

100% 75% 50% 25%

100% 100%75% 75%50% 50%25% 25%



Sage Dark GreyPMS Cool Grey 11C (coated paper) PMS 426U (uncoated paper) C48 M36 Y24 K66 R77 G79 B83 HEX #4D4F53

Sage Mid GreyPMS Cool Grey 7C C22 M15 Y11 K32 R154 G155 B156 HEX #9A9B9C

Sage Light GreyPMS Cool Grey 1C C0 M0 Y0 K5 R224 G225 B221 HEX #E0E1DD

100%

100% 75% 50%100% 75% 50% 25%

100% 75% 50% 25% 100% 75% 50% 25% 100% 75% 50% 25%

25%

75% 50% 25%

Sage BluePMS CYAN C100 M0 Y0 K0 R0 G159 B218 HEX #009FDA

Sage PurplePMS 266C C82 M88 Y0 K0 R102 G57 B183 HEX #6639B7

Sage OrangePMS 021C C0 M68 Y100 K0 R255 G88 B0 HEX #FF5800

100% 75% 50% 25% 100% 75% 50% 25% 100% 75% 50% 25%


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5.5 GradientsA gradient from 100% Sage Green to 100% Sage Bright Green can be used in certain circumstances to enhance an item, chart or environment. 100% Sage Green

PMS 335C C100 M0 Y65 K30 R0 G127 B100 HEX #007F64

100% Sage Bright GreenPMS 361C

C65 M0 Y100 K0 R65 G169 B64 HEX #41A940


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5.6 Combining coloursThe colour palette works by combining the colours in different proportions, creating a flexible and versatile look and feel.

Colour studies:Primary + secondary colour palette

The secondary colours are never used as the dominant colour in an application.

Colour studies:Primary colour palette

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5.7 White spaceWhite space or visual ‘open space’ plays an integral role in our visual communications. White imparts a clean, inviting and contemporary visual sensibility to our print, electronic and dimensional applications.

Even though we refer to it as White space, it doesn’t mean the actual space has to be White. The blank space may be filled with any of the Sage colour palette as long as it is free of any elements like text or images.

spaceVisual identity guidelines Basic elements Version 2.0 | November 2013 26 W

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5.8 TransparencyIn certain circumstances, transparency can be used as a graphic effect. It is particularly useful when combining type and image in the same composition whereby problems in type legibility may arise.

In DM, literature, packaging and advertising an information panel can be created to sit over a full-bleed image. In these instances, by making the information panel slightly transparent, the image beneath can be seen without compromising the legibility of the text. In multipage documents, the use of an information panel should be reserved for front covers. This creates a cover that is distinct from the text pages and ensures the information panel is not overused as a graphic device.

Similarly, in video applications, semi-transparent blocks of colour can be used behind captions or subtitles to increase their legiblity.

Lastly, transparency can be used when type is used at a large size in a graphic way. In such instances, it is not used to aid readability but purely as a visual effect.

In all instances, the transparency should be set at an opacity value of 90%.

Direct marketing information panel with transparency – opacity set to 90%

Subtitles set against a transparent Sage Dark Grey block

Using transparency as a visual effect on large typography – opacity set to 90% Packaging information panel with transparency – opacity set to 90%

We’ve got your backExpedip sanditassum sequam quiate comnis.


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6.0

Typography

6.1 Typography: Overview 296.2 Primary font 306.3 Secondary font 316.4 Digital and system font 326.5 Typesetting guide 336.6 Typography: Colour 346.7 Typography: Legibility 386.8 Typography: Emotional 396.9 Typography: Storytelling 406.10 Typography: Information design 41


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conf ilead6.1 Typography: Overview

The playfulness of the Foco font family’s design details belie its serious quality. Foco was designed ten years ago by a Brazilian designer called Fabio Haag working for London-based font foundry Dalton Maag. It is a functional corporate font but contains soft, illustrative details. It can be used both formally and informally depending on its application.


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6.2 Primary fontFoco is our primary font. It is used for titles, headlines, short statements and highlighting specific copy. We use it primarily in one weight: Foco Regular; however, when an extra layer of typographic hierarchy is required, Foco Bold can also be used.

Foco can be purchased fromhttp://www.daltonmaag.com

Foco Regular (Preferred)

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@£$%^&*()_+Foco Bold (Alternate)

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@£$%^&*()_+

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Headline textDummy text is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain.

Document titleSection name

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Fera vera lorem asimolupta simus et anitae lorem molor maionsedis

The Sage Group plcNorth Park Newcastle upon TyneNE13 9AAUnited Kingdom

© Sage (UK) Limited 2012 registered in England No. 1045967 12/12 5050JJ

Document TitlePlaced Here


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Helvetica Neue 55 Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@£$%^&*()_+Helvetica Neue 75 Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@£$%^&*()_+Helvetica Neue 56 Italic


6.3 Secondary fontHelvetica Neue is our secondary font. It is used for sub-headings, captions, charts, tables and longer length body copy.

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Paragraphs may be long or short. Texts can be produced to complete any area, as the copy is simply repeated using different starting points. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves.

Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves. It is intended to be read but have no meaning. As a simulation of actual copy.

Simultext may provided in any typeface, at whatever size and format required. Paragraphs may be long or short. Texts can be produced to complete any area, as the copy is simply repeated using different starting points. Texts can be produced to complete any area, as the copy is simply repeated.

It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves.

Simultext may provided in any typeface, at whatever size and format required. Paragraphs may be long or short. Texts can be produced to complete any area, as the copy is simply repeated using different starting points.


This is an A4 subhead 9/11pt It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves.

Simultext may be provided in any typeface, at whatever size and format required. Paragraphs may be long or short. Texts can be produced to complete any area, as the copy is simply repeated using different starting points.

This is dummy text. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves. It is intended to be read but have no meaning. As a simulation of actual copy.


This is dummy text. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. It is intended to be read but have no meaning. As a simulation of actual copy.

This is A4 headline text 32/32pt It is intended to be read but have no meaning

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As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain.

This is a dummy text it is intended to be read but have no meaning.

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Arial Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@£$%^&*()_+Arial Bold


6.4 Digital and system fontArial is our digital and system font and should be used for all electronic applications such as internet, PowerPoint® presentations and Word® documents when Helvetica Neue is not available.

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6.5 Typesetting guideBe careful not to use too manysizes, colours and fonts. Create theright balance and hierarchy ofinformation, focusing on the keymessage and clearly presentingthe information.

Typography is always ranged left. This provides the eye with a constant starting point for each line, making text easier to read.

HeadingHeadings should be set in Foco Regular. When typesetting headings, if the type size is larger than 20pt, the leading should be the same size as the type size. If the type size is smaller than 20pt, the tracking needs to be looser. All body copy should be be set to –20 tracking.

Body copyBody copy should be set in Helvetica Neue 55 Roman. When setting body copy, the leading should be slightly greater than the type size. The recommended body copy size for A4 / A5 / DL literature is given on the right. All body copy should be set to –5 tracking.

Line lengthBody copy column width should ideally be between 7-10 words long to ensure optimal legibility.

Minimum sizeThe minimum size for coloured type is 7pt. The minimum size for Black or White type is 6pt. There are no limitations for the maximum size.

This is dummy text. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves.



This is dummy text. It is intended to be read but have no meaning.


HeadingFoco Regular 32 / 32pt Tracking: –20

Suggested size for use with A4 literature

HeadingFoco Regular 22.5 / 22.5pt Tracking: –20

Suggested size for use with A5 / DL literature

HeadingFoco Regular 16 / 18pt Tracking: –20

Body copyHelvetica Neue 55 Roman 9 / 11pt Tracking: –5

Suggested size for use with A4 literature

Body copyHelvetica Neue 55 Roman 7.5 / 9.5pt Tracking: –5

Suggested size for use with A5 / DL literature


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6.6 Typography: ColourWhen designing with type, the following rules are suggested to ensure maximum legibility.

White / Sage Light Grey background

HeadingOption 1Sage Green Sage Bright Green

Option 2Sage Bright Green Sage Dark Grey

SubheadSage Bright Green, Sage Dark Grey or Sage Green

Body textSage Dark Grey or 100% Black for print applications

Dotted lineBlack or White



Subhead This is dummy text. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain.

Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves.



Heading (option 1)

Heading (option 2)

Body copy

Body copy 10



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10



This is dummy text. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain.


This is an A4 subhead 9/11pt Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves:

1. Bullet point headerIt is intended to be read but have no meaning.

2. Bullet point headerAs a simulation of actual copy, using ordinary words with normal letter frequencies it cannot deceive eye or brain.

3. Bullet point headerSimultext may provided in any typeface, at whatever size and format required. Paragraphs may be long or short.

4. Bullet point headerTexts can be produced to complete any area, as the copy is simply repeated using different starting points.

5. Bullet point headerDummy settings which use other languages or even gibberish to approximate.

‘Dummy text is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain.’Name Surname, Company Name, Designation

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SAGE GREEN

SAGE BRIGHT GREEN

SAGE BRIGHT GREEN

SAGE DARK GREy

100% BLACK

100% BLACK

SAGE BRIGHT GREEN

SAGE BRIGHT GREEN

100% BLACK 1PT RULE

100% BLACK 1PT RULE

100% BLACK 1PT RULE

100% BLACK 1PT RULE

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6.6 Typography: Colour

Sage Dark Grey background

HeadingWhite Sage Bright Green

Subhead Sage Bright Green or White

Body textWhite

Dotted lineSage Bright Green or White

Sage Mid Grey background

HeadingWhite Black

Subhead White or Black






Heading

Body copy

This is A4 headline text 32/32pt It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves.

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This is an A4 subhead 9/11pt It is intended to be read but have no meaning, as a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves.

This is dummy text. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Simultext may provided in any typeface, at whatever size and format required. Paragraphs may be long or short. Texts can be produced to complete any area. It is intended to be read but have no meaning.



What we doWe understand the diverse needs of our customers

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1. What we do Our vision is to be recognised as the most valuable supporter of small and medium-sized companies by creating greater freedom for them to succeed.



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1

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This is an A4 subhead 9/11pt Simultext may provided in any typeface, at whatever size and format required. Paragraphs may be long or short. Texts can be produced to complete any area, as the copy is simply repeated using different starting points.

It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage.





Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves. It is intended to be read but have no meaning.

This is an A4 subhead 9/11pt Paragraphs may be long or short. Texts can be produced to complete any area, as the copy is simply repeated using different starting points. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves.





This is dummy text. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves. It is intended to be read but have no meaning. As a simulation of actual copy. Simultext may provided in any typeface, at whatever size and format required. Paragraphs may be long or short. Texts can be produced to complete any area.


WHITE

100% BLACK

100% BLACK

WHITE






Heading

Body copy

WHITE

SAGE BRIGHT GREEN

WHITE

SAGE BRIGHT GREEN

Attention

Sage Green should never appear on Sage Dark Grey

Attention

Sage Bright Green should never appear on Sage Mid Grey

WHITE 1PT RULE

WHITE 1PT RULE

100% BLACK 1PT RULE

100% BLACK 1PT RULE

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Sage Green background

HeadingBlack White

Subhead Black or White

Body textWhite


Sage Bright Green background

HeadingBlack White

Subhead Black or White

Body textWhite








Heading

Heading

Body copy

Body copy



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‘How we change the way we work is about unlocking growth at Sage by shifting a business with multiple histories to become a truly global organisation where we can better leverage scale and expertise and create effi ciencies along the way’Karen GearyGroup HR Director

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‘How we change the way we work is about unlocking growth at Sage by shifting a business with multiple histories to become a truly global organisation where we can better leverage scale and expertise and create effi ciencies along the way’Karen GearyGroup HR Director

2. Our strategyA vehicle for growth


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2Paragraphs may be long or short. Texts can be produced to complete any area, as the copy is simply repeated using different starting points. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves.










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2

100% BLACK

100% BLACK

WHITE

WHITE

WHITE

WHITE

100% BLACK

100% BLACK



Attention

Sage Bright Green should never appear on Sage Green

Attention

Sage Green should never appear on Sage Bright Green

WHITE 1PT RULE

WHITE 1PT RULE

WHITE 1PT RULE

WHITE 1PT RULE

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Image background (Light)

HeadingOption 1Sage Green Sage Bright Green

Option 2Sage Bright Green Sage Dark Grey

SubheadOption 1Sage Bright Green

Option 2Sage Dark Grey

Option 3Sage Green


Dotted lineBlack, White, Sage Bright Green or Sage Green




Heading (option 2)

Body copy 10



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SAGE BRIGHT GREEN

SAGE DARK GREy

100% BLACK

SAGE BRIGHT GREEN




Heading (option 1)

Body copy 10













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As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain.

This is a dummy text it is intended to be read but have no meaning.

SAGE GREEN

SAGE BRIGHT GREEN

100% BLACK

SAGE BRIGHT GREEN

100% BLACK 1PT RULE

100% BLACK 1PT RULE

100% BLACK 1PT RULE

100% BLACK 1PT RULE

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Image background (Dark)

HeadingWhite Sage Bright Green

Subhead Sage Bright Green or White

Body textWhite

Dotted lineSage Bright Green or White




10













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WHITE

SAGE BRIGHT GREEN

WHITE

SAGE BRIGHT GREEN

Heading

Body copy


Attention

Sage Green should never appear on a dark image background


This is dummy text. It is intended to be read but have no meaning. As a simulation of actual copy using ordinary words.





Heading

Heading

Body copy

Body copy

Two colours should never be used on the same line

The first colour does not need to be restricted to the first line only but rather the first sentence or point.

WHITE 1PT RULE

WHITE 1PT RULE

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6.7 Typography: LegibilityLegibility is the visual equivalent of correct spelling: without it, your message loses credibility. While every communication situation is different, here are some general guidelines to keep in mind:

1. PowerPoint The minimum font size you should use is 12 point. This size should only apply to chart and diagram labels; headlines, body copy and bullet points should follow the type sizes outlined in the Sage PowerPoint Template.

2. Video Work with your video editor to ensure the type is legible. This may involve increasing the type size or adding a subtle drop shadow behind the text.

3. Email Body text in emails should only use black type on a White background. Refer to the Global email signature section of the Visual identity guidelines .

4. Print and on-screen Always ensure there is enough colour contrast between the type and the background colour to be legible.

1. PowerPoint

3. Email

2. Video

4. Print and on-screen

Colour Palette

Sometimes a subtle drop shadow is required behind text in videos to increase its legibility



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John Smith Job Title Line 1 Company Name T. +1 203 567 8910 | D. +1 203 567 8911 M.+1 203 567 8912 | F. +1 203 567 8913 [email protected] | www.insertwebsitehere.com 123 Street Name | City | State | Country | Postal Code

Follow us SageBlog | Twitter | YouTube | LinkedIn | Facebook

Dear A. Name,

This is dummy text. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves.This is dummy text. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain.

Yours sincerely,

John Smith

MINIMUMTEXT SIZE=12PT

BLACK TyPEWHITE BACKGROUND

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6.8 Typography: EmotionalEmotional typography involves using Foco in a graphical, abstract way to produce more creative layouts. It is always used large and it may or may not bleed off the page.

Foco can be used in conjunction with the brand photography by masking the images through the type.

This creative use of the typeface can be applied to items across the communication spectrum – from literature dividers to global campaign billboards.

businesses use Sage ERP X3 in 56 countries

www.sage.com

Giving small and medium sized companies the confi dence and freedom to be successful

ence & 2. Our strategyA vehicle for growth

Document TitleSection Name

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2Paragraphs may be long or short. Texts can be produced to complete any area, as the copy is simply repeated using different starting points. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves.





This is a dummy sub heading It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves.





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2Visual identity guidelines Basic elements Version 2.0 | November 2013 40 W

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6.9 Typography: StorytellingFoco can be set in short blocks or statements to create stories for use in advertising or web applications. Generally speaking, the first line of the story should be Sage Green and all following lines should be Sage Bright Green. Sage Green and Sage Bright Green should never be used to colour text on the same line.

For more information regarding the colour of typography, please refer to section 6.6.

This is dummy text. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words.

This is A4 headline text 32/32pt It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves.

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This is an A4 subhead 9/11pt It is intended to be read but have no meaning, as a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves.



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This is an A4 subhead 9/11pt Simultext may provided in any typeface, at whatever size and format required. Paragraphs may be long or short. Texts can be produced to complete any area, as the copy is simply repeated using different starting points.







This is an A4 subhead 9/11pt Paragraphs may be long or short. Texts can be produced to complete any area, as the copy is simply repeated using different starting points. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves.







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Attention

Sage Green and Sage Bright Green should never be used to colour text on the same line


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6.10 Typography: Information designA functional typographic treatment is created using several sizes or weights of Foco. This gives an appropriate text hierarchy for specific applications. Body text set in Helvetica Neue works well with large Foco titles and in short paragraphs of text. Foco should not be used for large areas of body text.

This is dummy text.This is dummy text. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves.

This is dummy text.This is dummy text. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain.


This is dummy text.This is dummy text. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain.

This is dummy text.This is dummy text. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves. This is dummy text. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves.

This is dummy text.This is dummy text. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves.

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7.0

Dotted line

7.1 Dotted line: Overview 447.2 Used to structure information 457.3 Used in information graphics 477.4 Dotted line: Construction 48


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7.1 Dotted line: Overview

The dotted line is a graphic device primarily used to add structure to a layout and establish a clear hierarchy of information. The second use of the dotted line is for creating shapes and labels in information graphics.


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7.2 Used to structure informationThe dotted line is used to differentiate information within a section or grouping of information. Using the dotted line is not essential but its use can help a user visually navigate a layout especially when there is large amounts of copy. The dotted line is used above blocks of copy with the length being equal to the width of the text box containing the copy. In terms of positioning, the dotted line is always placed on the underlying grid structure.

This is dummy headline text It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves.

10 11




This is a dummy sub heading Simultext may provided in any typeface, at whatever size and format required. Paragraphs may be long or short. Texts can be produced to complete any area, as the copy is simply repeated using different starting points.







This is a dummy sub heading It is intended to be read but have no meaning, as a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves.


This is a dummy sub heading Paragraphs may be long or short. Texts can be produced to complete any area, as the copy is simply repeated using different starting points. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain. Dummy settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention towards themselves.









10 11




















‘Dummy text is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain.’Name Surname, Company Name, DesignationThis is dummy headline text


10 11






















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DOTTED LINE

DOTTED LINE

DOTTED LINE

DOTTED LINE

DOTTED LINE

DOTTED LINE

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7.2 Used to structure information

Sage 300 ERP provides power, insight, and flexibility

Customer success stories

Empower all levels of your organization and build your business

Traditional enterprise resource planning (ERP) software solutions provide an automation platform that connects the functional areas of your business—accounting, distribution or warehouse, and manufacturing. Modern ERP software solutions have evolved to also include sales, marketing, customer service, and business analytics—through business intelligence and real-time key performance indicator (KPI) dashboards. Sage 300 ERP solutions (formerly Sage ERP Accpac) deliver the best of both worlds—providing you the freedom to choose between on-premises and online deployment options. Both will help you interconnect processes from each functional area of your business securely and in real time, bringing front-office and back-office operations into alignment.

Ortho2 serves doctors throughout North America by providing comprehensive practice management, imaging, and communication solutions for orthodontists. As a software developer, Ortho2 appreciates an effective business management software.

Major Drilling Group International Inc. was founded in 1980 in New Brunswick and has grown into one of the world’s largest metals and minerals contract drilling companies. The company has the experience and resources to mobilize anywhere to meet client requirements.

Roger Electric Company was founded by Roque A. Rivera in 1971, and quickly became the number-one distributor of electrical supplies in Puerto Rico and the Caribbean. A busy operation like Roger Electric Company needs an ERP solution that works as hard as it does.

Accounting and Finance

Business Intelligence �and Reporting�

Purchasing Management�

Sales Management�

Inventory and �Warehouse Management�

Customer Relationship �Management�

Human Resources and Payroll�

Time and Project Management

Sage ERP 300 integrates your sales and service functions for streamlined, end-to-end financial management. Powerful, flexible tools improve financial reporting and compliance and provide better business intelligence for a greater ROI.

Products & Solutions

Sage Home > Sage ERP Solutions > Sage 300 ERP

Support & Training Partners Newsroom Company

Let us know if you have any questions. We’re here to help.

5 ways best in class companies are improving their customer services.

866-530-7243

See more solutions Learn more

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A cco u n tin g an d F in an ce Reduce costs and boost productivity with fast, integrated accounting and financial management software.

Sage 300 ERP Provides Ortho2 With Many Reasons to Smile

Read full story Read full story Read full story

Major Drilling Group International Strikes Gold With Sage 300 ERP

Sage 300 ERP Is a High-Voltage Solution for Roger Electric Company

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Simple, affordable �and flexible pricing �optionsLearn more

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DOTTED LINE

DOTTED LINE


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Differentiation

Credibility Future-proof

Relevance

Our Brand

What Sage does Sage is the leading global supplier of business management solutions to small and medium-sized enterprises (“SMEs”).

We have: more than 6 million customers; and more than 14,500 employees. We help our customers to manage their business more efficiently through the provision of high quality software and customer support.

‘What we do’ could be better here. This is to the point but not very engaging to the reader.

Just brackets works here. We define our market as small and medium-sized companies.

7.3 Used in information graphicsThe dotted line can also be used to help to create structure when creating shapes in charts and diagrams.

The dotted line can be used in charts and diagrams to help frame shapes and to aid navigation.

The line weight of the dotted line should be 1pt when viewed at 100% size when used in print applications and 1 pixel for web applications.

PM

PLM

APS

MES

Diskrete- und Prozessfertig

un

g

Dis

trib

utio

n

Services

Finanzen

Verkauf

Eink

auf

CRM

HRM** Lager

WM

S***

Projekt*

Fertigung

Bu

s iness Inte l l igence Developm

ent t

oo

ls

Connected Services

Web

App

lic

ation Server

•

Mul

ti-Le

gisl

at

ur •

Multi-S

tandort • Multi-Site • versch. Sprachen •

Vis

ue

lle Prozesse • Workflow • EDM • W

eb Por tal

•

Sea

rch

En

gin

e

Safe X3Platform

Customer relationshipValue Measure

Customer Sage NPS

Advocacy

Satisfaction

Loyalty

Recommendation + + + NPS

+ + NPS

+ NPSRenewal

Increase business in install base

Cul

ture

Exceedexpectations

Better than others

Put basics right Customer expectation

Customer experience

Extraordinary customer

experience


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7.4 Dotted line: Construction

Adobe InDesign®

Using the stroke palette, select ‘Weight: 1pt’ and ‘Type: Dotted’.

Adobe Illustrator®

Using the stroke palette, select ‘Weight: 1pt’ and the checkbox ‘Dashed Line’. The ‘Dash’ and ‘Gap’ should be set to ‘0pt’ and ‘3pt’ respectively. In addition, the ‘Cap’ and ‘Corner’ should be set to ‘Round’.

Attention

Ensure ‘Type: Dotted’ is selected and not ‘Type: Japanese Dots’

Adobe InDesign Adobe Illustrator

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8.0

Photography

8.1 Photography: Overview 508.2 Photography style 518.3 Using photography 52


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8.1 Photography: Overview

Photography allows us to express both our personality,as individuals and a business, and the day-to-daydetails of business reality like nothing else.

We have developed a consistent approach to photography for all communication scenarios. Customers, employees, and management come together to create a seamless picture of the brand. The lighting, composition and colours should be consistent to create an easily interchangeable library of images.

For more information on photography, please refer to the Photography section of the Visual identity guidelines .


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8.2 Photography style

Senior managementSenior management photography is more formal in nature but should still feel extremely natural and confident.

EmployeeEmployee photography should also be fly on the wall and extremely natural. We want to provide a window into our employees’ lives and their daily working environment so that the viewer can observe the workings of an organisation run by real, confident people going about their daily activities.

CustomerCustomer photography should be ‘fly on the wall’ and extremely natural. We want to provide a window into our customers’ lives so that the viewer can observe a natural and honest working environment with real, confident people going about their daily business.


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8.3 Using photographyWhere possible, photography should be used full bleed in order to allow the imagery to really come to life. The photographic style allows us to crop and create more detail to make an image either more engaging or to make a stronger impact. Background space should be created in the image to allow for text and the Sage logo to be overlaid.

Brand proposition:How we express our unique offer to customers

Buildingbusinessconfidence

DON’T use images with unnatural lighting or coloursDON’T use images where people are posing, or are used as props like in a catalogue


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9.0

Graphics

9.1 Graphics: Overview 549.2 Charts and diagrams 55


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9.1 Graphics: Overview

The Sage colour palette and simple geometric shapes are used to create clear and concise graphics that are on-brand.


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9.2 Charts and diagramsAll charts and diagrams should havea clear hierarchy of easily accessibleinformation.

When colouring charts and diagrams, colours from the primary colour palette should be used first. If more colours are needed, the secondary palette should then be used. If further colours are still needed then tints of the primary and secondary palettes can then be used, in the same order as specified above.

0

10

20

30

40

50

60

70

80

90

100

1st Quarter 2nd Quarter

30 1075

19

160

Recommended colour order1. Sage Green2. Sage Bright Green3. Sage Dark Grey4. Sage Mid Grey5. Sage Light Grey6. Sage Orange7. Sage Blue8. Sage Purple9. Tints


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10.0

Tone of voice

10.1 Tone of voice: Overview 5710.2 What is tone of voice? 5810.3 How do we use tone of voice? 5810.4 Examples 59


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10.1 Tone of voice: Overview

It’s important to create a unique communication style to allow the brand identity to exist consistently in written applications as well as visual elements. Our tone of voice is:

Confident,focused,accessible.


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10.2 What is tone of voice?Our tone of voice is how we say what we say. Think about the different impression that ‘Good morning’ makes versus ‘Hiya’. That’s just two words – think of the thousands of emails and documents we write each day. Every one is a chance to show our inner confidence to our customers and sound like a company they’ll want to work with.

A key aspect of a strong brand is consistency, and our customers need to feel they are ‘meeting’ the same company at every touchpoint. Just as our logo wouldn’t change between products, neither should our written style. A clear tone of voice not only helps build our brand, but also gives us a chance to stand out in the marketplace by being recognisable, and more engaging than our competitors.

10.3 How do we use tone of voice?We can use our tone of voice in every piece of business communication we write. Our everyday internal emails should be just as confident, focused and accessible as our adverts on billboards. The good news is that no one needs to be a copywriter to use our tone of voice. The next page details simple principles you can follow when writing anything for Sage, to help build a consistent customer experience from the inside out.


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10.4 Examples Confident Focused Accessible

Inspire confidence Our confidence is genuinely built on a strong track record. Speak in an upbeat, positive manner that shows we’re comfortable with what we’re talking about. Try to avoid using brackets where possible.

We were delighted to announce that

We released a new product yesterday

Be dynamic Deliver a sense of ‘go forward’ in our writing. Choose verbs of movement where possible.

Advance, progress, improve, evolve

Remain, traditionally, historically

Show leadership Being a leader in our sector gives us the licence to speak with confidence about what we know best. Be authoritative, although don’t be arrogant.

We know exactly what challenges you’ll face at the year end and are ready to help

It’s obvious what challenges you’ll face and we can help with them all

Stay active Avoid the passive tense where possible. Mix up the pace of your sentences to keep your writing conversational and natural.

We achieved this

This has been achieved

Show empathy with your audienceThink from the reader’s point of view, who could be a customer, stakeholder or fellow colleague.

Are you worried about switching systems?

Switch systems today

Be specificTalk about relevant solutions and individual benefits rather than vague, one-size fits all waffle. Emphasise the benefit to the customer and the possibilities they open up over the technology.

Our forecasting tools help you make big decisions

Our forecasting tool uses specialist algorithms created by our experts

Tell the truthEarn our customers’ confidence through trust. Write honestly about how we can help and don’t exaggerate.

This product helps you tackle payroll admin

This product can solve all your payroll problems

Be clearUse bullet points and subheadings to signpost the reader to relevant points and key messages. If a sentence feels long, it probably is. Break it into two.

Treat everyone as equalImagine you are speaking to a colleague rather than a stranger. Aim for a sweet spot between formal and casual.

Hi, we’re writing to find out if you…

Dear Sir / Madam, it has come to our attention that…

Listen up Create meaningful, two-way conversations. How can we give the right answers unless we hear the questions? Asking plenty of questions is another good way to engage our readers and show them we have their interests at heart.

You told us that… so that’s why we’ve…

Your report stated… so we responded by…

Get to the point Ensure our customers are given a clear indication of the advantages we bring. Make it easy for customers to understand our strengths.

Call us, email or live chat We’re here 24/7

There are many ways to get in contact with us, by phone, email or live chat, and our lines are open 24/7

Keep it simple and avoid jargon Speak in a language that our colleagues and customers will understand. Short, succinct communications are often the most effective. Above all, be human.

Making sure we have the best leaders

Improving leadership capability


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11.0

Resources

11.1 Sage Brand Library 6111.2 Open 6211.3 Messaging platform 6311.4 Discovery Pack 6411.5 Global brand clinic 6511.6 Brand ambassadors 6611.7 Guideline index 6711.8 Download index 68


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11.1 Sage Brand LibraryThe Sage Brand Library is the home for all of our visual identity brand assets such as guidelines, graphic artwork, templates, photography, videos, logos, and on-screen interactive content.

The Sage Brand Library can be accessed with your Sage Passport.

https://brandlibrary.sage.com


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11.2 OpenOpen is our online collaboration platform available to everyone across Sage where you can talk, share, create and innovate – wherever you are.

https://open.sage.com


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Messagingplatform

11.3 Messaging platformThis platform is a ‘living’ document that sets out Sage’s global corporate narrative and key messages. It integrates our internal and external messages to tell a joined up story and is a practical tool to identify the messages, and supporting proof points, to be consistently reinforced across our communications. The messaging platform can be viewed on Open.


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11.4 Discovery PackThis pack contains everything you need to know about our new brand strategy. It features a series of booklets on building the brand, brand strategy, including Tone of voice, employer brand and leadership brand. The Discovery Pack can be viewed on the Sage Brand Library and Open.


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11.5 Global brand clinicThe global brand clinic is a fortnightly WebEx session for the Sage global brand ambassador team and other key brand activists within the Sage brand marketing and communications community. It provides the opportunity to meet and discuss a variety of brand topics and ask any questions about brand strategy, visual identity, tone of voice and messaging. The brand clinics can also be used to ask for feedback on live projects.

Your brand clinic team are:

Justine JacksonGlobal Brand and Campaigns Rachel FairleyGlobal Brand and Campaigns (Fairley & Associates) Jennie WhitellGlobal Public Relations

Paul BlackburnStudio Blackburn

All agenda items to be sent to [email protected] by submission date. Any items received after this date will be added to the agenda for the next clinic.


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11.6 Brand ambassadors Austria

Wolfgang [email protected]

France

Valentine [email protected]

Germany Joerg [email protected]

Poland Jolanta Potaś[email protected]

Portugal Sara [email protected]

Spain Juan Luis Ramos [email protected]

Switzerland Raphael [email protected]

UK and Ireland Paul [email protected]

South Africa and AAMEA Hazel [email protected]

North America

Sandra [email protected]

Sage Group

Justine [email protected]


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11.7 Guideline index Basic elements 1.0 Introduction 2.0 Quick tips 3.0 New brand strategy 4.0 Logo 5.0 Colour 6.0 Typography 7.0 Dotted line 8.0 Photography 9.0 Graphics 10.0 Tone of voice 11.0 Resources

Photography 1.0 Introduction 2.0 Quick tips 3.0 Photographic style 4.0 Retouching photography 5.0 Using photography 6.0 Stock photography 7.0 Resources

Commissioning photography 1.0 Introduction 2.0 Selecting a photographer 3.0 Developing an internal brief 4.0 Developing a creative photographic brief 5.0 Negotiating fee and usage rights 6.0 Scheduling and managing shoots 7.0 Legal documentation 8.0 Submitting photography for global use 9.0 Commissioning checklist 10.0 Resources

Global email Signature 1.0 Introduction 2.0 Signature format 3.0 Implementing the signature 4.0 Updating the contact information 5.0 Resources

Literature 1.0 Introduction 2.0 Cross-referencing 3.0 Quick tips 4.0 Literature styles 5.0 Grids 6.0 Applications 7.0 Case studies 8.0 Resources

Stationery 1.0 Introduction 2.0 Cross-referencing 3.0 Letterhead 4.0 Business card 5.0 Compliments slip 6.0 Envelopes 7.0 Mailing labels 8.0 Notepad 9.0 Press Release 10.0 Resources

Creating effective PowerPoint® presentations 1.0 Introduction 2.0 Quick tips 3.0 Getting started 4.0 Slide construction 5.0 Style guide 6.0 Resources

Microsoft Word® best practices 1.0 Introduction 2.0 Quick tips 3.0 Getting started 4.0 Microsoft Word templates 5.0 Style guide 6.0 Resources

Media testing 1.0 Introduction 2.0 Colour breakdowns 3.0 Tint recommendations 4.0 Typography: Colour 5.0 Resources

App icons 1.0 Introduction 2.0 App icon artwork 3.0 App icon variants 4.0 Resources

Packaging 1.0 Introduction 2.0 Cross-referencing 3.0 Quick tips 4.0 Basic elements 5.0 Creating on-brand packaging 6.0 Reskin packaging design 7.0 New style packaging design 8.0 Creating differentiation 9.0 Production guidance 10.0 Gallery 11.0 Resources

Direct Marketing1.0 Introduction 2.0 Cross-referencing 3.0 Quick tips 4.0 Basic elements5.0 Electronic DM6.0 Print DM7.0 Gallery 8.0 Resources

Iconography1.0 Introduction 2.0 Cross-referencing 3.0 Icon types 4.0 Product identifiers 5.0 Icon usage 6.0 Resources

Video 1.0 Introduction 2.0 Tone of voice 3.0 Art direction 4.0 The Sage logo 5.0 Typography 6.0 Applications 7.0 What to avoid 8.0 Resources

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11.8 Download index

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Basic elementsLogo – positivesage_logo_positive_black_CMYK.tifsage_logo_positive_black_CMYK.epssage_logo_positive_black_HR.jpgsage_logo_positive_black_LR.jpgsage_logo_positive_black.eps

sage_logo_positive_PMS335_CMYK.tifsage_logo_positive_PMS335_CMYK.epssage_logo_positive_PMS335_HR.jpgsage_logo_positive_PMS335_LR.jpgsage_logo_positive_PMS335.eps

Logo – negativesage_logo_negative_black_CMYK.tifsage_logo_negative_black_CMYK.epssage_logo_negative_black_HR.jpgsage_logo_negative_black_LR.jpgsage_logo_negative_black.eps

sage_logo_negative_PMS335_CMYK.tifsage_logo_negative_PMS335_CMYK.epssage_logo_negative_PMS335_HR.jpgsage_logo_negative_PMS335_LR.jpgsage_logo_negative_PMS335.eps


sage_logo_negative_CoolGrey11_CMYK.tifsage_logo_negative_CoolGrey11_CMYK.epssage_logo_negative_CoolGrey11_HR.jpgsage_logo_negative_CoolGrey11_LR.jpgsage_logo_negative_CoolGrey11.eps


Commissioning photographysage_internal_brief_guide.pdfsage_creative_photo_brief_guide.pdfsage_brand_library_submission_form.pdfsage_model_release_form.pdfsage_customer_photography_letter.pdf

Literature (*.indd / *.idml / *.pdf)A4 Brochure sage_A4_broch_1sage_A4_broch_2sage_A4_broch_3sage_A4_broch_landscape

A5 Brochure (*.indd / *.idml / *.pdf)sage_A5_broch_1sage_A5_broch_2sage_A5_broch_3

1/3 A4 Brochure (*.indd / *.idml / *.pdf)sage_1/3_A4_broch_1sage_1/3_A4_broch_2sage_1/3_A4_broch_3

Customer stories (*.indd / *.idml / *.pdf)sage_customer_stories

Fact sheet (*.indd / *.idml / *.pdf)sage_fact_sheet

PowerPoint® documentsage_presentation_template_stand.potx sage_presentation_template_16x9.potx

Stationery Business cards (*.indd / *.idml / *.pdf)sage_bcard_premsage_bcard_standsage_bcard_sage_erpx3sage_bcard_sage_onesage_bcard_sage_pay

Letterheads – litho printing (*.indd / *.idml / *.pdf)sage_litho_lhead_euro_premsage_litho_lhead_euro_standsage_litho_lhead_group_premsage_litho_lhead_group_standsage_litho_lhead_uk_premsage_litho_lhead_uk_standsage_litho_lhead_na_gen_premsage_litho_lhead_na_gen_standsage_litho_lhead_na_premsage_litho_lhead_na_stand

Letterheads – digital usesage_digi_lhead_euro.dotxsage_digi_lhead_group.dotxsage_digi_lhead_na_gen.dotxsage_digi_lhead_na_stand.dotxsage_digi_lhead_uk.dotx

Letterheads – pre-printed usesage_pp_lhead_euro.dotxsage_pp_lhead_group.dotxsage_pp_lhead_na_gen.dotxsage_pp_lhead_na_stand.dotxsage_pp_lhead_uk.dotx

With compliments slips (*.indd / *.idml / *.pdf)sage_withcomps_premsage_withcomps_stand

Envelopes (*.indd / *.idml / *.pdf)sage_envelope_C4sage_envelope_C5sage_envelope_DLsage_envelope_4.125x9.5sage_envelope_9x12

Mailing labels (*.indd / *.idml / *.pdf)sage_mailinglabel_largesage_mailinglabel_small

Notepads – cover wraps (*.indd / *.idml / *.pdf)sage_A4_npad_cwrapsage_A5_npad_cwrapsage_letter_npad_cwrapsage_1/2_letter_npad_cwrap

Notepads – covers (*.indd / *.idml / *.pdf)sage_A4_npad_coversage_A5_npad_coversage_letter_npad_coversage_1/2_letter_npad_cover

Notepads – inner sheets (*.indd / *.idml / *.pdf)sage_A4_npad_innersage_A5_npad_innersage_letter_npad_innersage_1/2_letter_npad_inner

Press Release – digital usesage_digi_press_release_euro.dotxsage_digi_press_release_na.dotx

Press Release – pre-printed usesage_pp_press_release_euro.dotxsage_pp_press_release_na.dotx

Word templatessage_standard_word_landscape.dotxsage_standard_word_portrait.dotxsage_advanced_word_euro.dotxsage_advanced_word_na.dotx

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Date post:	28-Jul-2020
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