X10 Brand Standards Guide

PHOTOGRAPHY
The style of X10 and X10 PRO photography is appropriate to the communication; however, it will usually
be characterized as natural, approachable, compelling and tasteful. It will, like our brand voice, send a
message in every photograph that the X10 and X10 PRO brand is professional and trustworthy. In
addition wherever appropriate, the photographic style should also demonstrate not just our technical
knowledge and expertise, but also our understanding of society and our customers’ lives.
THE FACES OF MARKETING
Examples of the types of images you may use.
5) BRAND VOICE
The X10and X10 PRO brand voice is that of a trusted friend. It is human and real, helpful and confident.
Our brand voice represents technical expertise, to be sure, but it is also born of a connection with
consumers and a deep understanding of their daily lives and the role we play in them. We have a sense
of humor and a perspective on the world and our place in it. Yes, we are experts. But we do not lecture or
communicate in corporate speak, but rather in the voice of our customers.