X10 Brand Standards Guide

Contents
1) Who are these guidelines for? ...................................................................................................... 3
2) About our brand ............................................................................................................................ 3
 Who we are .................................................................................................................................. 3
 What we do ................................................................................................................................... 4
3) Mission, Values & Straplines ........................................................................................................ 4
 Mission.......................................................................................................................................... 4
 Values ........................................................................................................................................... 4
 StrapLines .................................................................................................................................... 4
4) Visual identity ............................................................................................................................... 5
 Logo .............................................................................................................................................. 5
 X10 vs. X10 PRO ......................................................................................................................... 7
 Logo Do’s and don’ts .................................................................................................................... 7
 Colors ........................................................................................................................................... 8
 Typography ................................................................................................................................... 9
 Photography ............................................................................................................................... 10
 The Faces of Marketing .............................................................................................................. 10
5) Brand Voice ................................................................................................................................ 10
6) Brand Usage Guidelines............................................................................................................. 11
 Advertisement Do’s and don’ts ................................................................................................... 11
 Advertisement Do’s and don’ts (Continued) ............................................................................... 12
7) Collateral Examples .................................................................................................................... 14