Pointflip Brand Guides

Pointflip Positioning
Expression
Assets
Brand Guides
March 2015

2Pointflip Positioning
Expression
Assets
That simple idea is what sparked a group of passionate technologists
to create a solution that would empower IT professionals to be more
successful in reaching their business goals. And so Pointflip was born
- a solution that reduces cost, increases productivity, and ultimately
enables IT to exceed the demands of the modern business.
In the following pages, we provide guidance on the Pointflip brand,
so that it can be understood and properly expressed. The goal is that
whoever you may be, you will design, write, speak, and carry the brand
in a manner that is true to its core.
There is a better way to do Information Technology.

Expression
Assets
Contents
Positioning Expression Assets
Statement Personality Logo
Promise Who Pointflip Is Typography
Values and Beliefs What Pointflip Is Color
Emotive Framework Imagery
Look and Feel Iconography / Illustration
Tone and Manner
Tone of Humor

Expression
Assets
Brand Positioning

5
Positioning Statement
Pointflip is the next-generation IT systems management solution that enables IT professionals to
efficiently and effectively meet the demands of the fast-evolving business space. Pointflip simplifies
the customization, distribution, and management of workforce OS’s, applications, and data, on any
device, over the air, from any location. Pointflip is intuitive and easy to use, requiring little to no
training of IT resources. Pointflip is entirely based in the cloud, largely eliminating IT infrastructure
costs and enabling scale on-demand.

With Pointflip, IT can successfully reduce operational costs, increase executional efficiency, and be
proactive in IT systems administration and maintenance.
Expression
Assets

6
Brand Promise
To empower IT professionals to efficiently and effectively meet the IT demands of the
fast-evolving business space.
Core Mission and Purpose
Pointflip enables simple, fast, and remote IT systems management to increase efficiency and
productivity across the entire workforce, while also leveraging the scale and cost benefits of the
cloud.
Core Value Proposition
Expression
Assets

7
Core Values - Core Beliefs
We value Simplicity
We believe that removing complexity activates efficiency, efficacy, and versatility.
We value Empathy
We believe that understanding market challenges and objectives yields useful solutions.
We value Evolution
We believe continual improvement is rooted in future-forward thinking.
We value Solidarity
We believe trust can only be established upon a record of stability and high-performance.
Successful execution of the Pointflip brand should elicit this sentiment from our customers:
“Pointflip is inexpensive, reliable, easy to use, and can be accessed anywhere – it helps us respond
to problems quickly, solve problems faster, and be proactive and successful in getting the job done.”
Statement of Conviction
Expression
Assets

Expression
Assets
Brand Expression

9
Brand Personality
The Pointflip brand loves both technology and people, and is based on the belief that great
technology should ultimately exist for the purpose of helping real people be successful.
The personality of the brand embodies this core world-view by being modern but relatable, serious
but engaging, and technical but human.
Expression
Assets

10
Who Pointflip Is - Who Pointflip Is Not
Intelligent Friendly Dependable Inspirational
Pointflip loves
technology – it
understands how
technology is
evolving, and how
it can become
something useful
for its customers.
Pointflip is always
disarming, and
makes people feel
understood and
accepted. Pointflip
finds ways to make
complex concepts
easy to understand,
and difficult
challenges easy to
solve.
Pointflip knows
that its customers’
success relies on
it being there 24 /
7 / 12. It is always
available, always
on, and always in
top form.
Pointflip believes
that everyday
people can be
extraordinary,
and is constantly
looking for ways to
empower that in its
customers.
The Pointflip brand is:
Stagnant or
arrogant
Sloppy or
intimate
Inflexible or
impersonal
Aggressive or
naive
The Pointflip brand is not:
Expression
Assets

11
What Pointflip Is - What Pointflip Is Not
… a low-cost, high value solution for
everyday use
… an expensive, one-time solution
… so intuitive that virtually anyone can
use it
… something that requires deep
technical knowledge to use
… designed for the future of IT … based on old methods
… something that simplifies and reduces
work load
… something that increases complexity
and requires more time to use
Pointflip is: Pointflip is not:
Expression
Assets

12
Emotive Framework
Feature Benefit Emotion
Cloud based Low-cost, scalable Value
Remote access Anywhere anytime use Liberation
Multiple device support Familiarity Accommodation
User self-service Shared administration Freedom - Relief
User access administration Control Comfort
Intuitive UI Easy to use Empowerment
Pointflip brings tangible value to its customers:
Expression
Assets

13
Look and Feel
Clean
Visuals should have plenty of breathing room – uncluttered and easy to comprehend.
Vibrant
Visuals should have energy without being overly aggressive – high impact without being
overtly loud.
Current
Visuals should be set in the ‘now’ – contemporary, and neither dated nor futuristic. Visuals should
accomplish this without being edgy or excessively young.
Engaging
Visuals should be inviting and clear, and seek to bring concepts to life in a simple and compelling
manner.
Expression
Assets

14
Tone and Manner
Uncomplicated
Voice should always seek to articulate complex concepts as simply as possible, and in the shortest
way possible.
Helpful
Voice should communicate a genuine desire to accommodate and empower.
Real Speak
Voice should speak the way that real people do – use universal catch-phrases without being
irreverent or too youthful.
Optimistic
Voice should always speak in terms of what is possible and the value of innovation.
Expression
Assets

15
Tone of Humor: Likable
Empathetic Mean
Witty Irreverent
Clever Heavily sarcastic
Widely understood by the audience At the expense of the audience
Use humor that is: Do not use humor that is:
Expression
Assets

Expression
Assets
Brand Assets

17
Logo Identification
Graphic Mark Word Mark
The Pointflip logo is the anchoring brand asset: it
embodies the brand and all it stands for.
It is comprised of a graphic mark and word mark. The
word mark must always be used with the graphic mark in
the defined lock up, never alone. The graphic mark can
be used alone for specific applications.
These two variants represent the logo hierarchy. The
primary brand mark is used to represent the brand
generally, and applies to all instances where the brand
is expressed. The secondary brand mark is used as
an accent or design element, and instances where the
full logo is not appropriate, such as a product icon and
favicon.
Primary Brand Mark
Secondary Brand Mark
Expression
Assets

18
Logo Color, Clearspace, Size
Full Color
One Color
Minimum Clearspace
The full color versions of the logo are always preferred.
For some applications, the one color versions may be
used. No colors other than those presented here may
be used to treat the logo.
Color
Minimum clearspace equals the width of the lowercase
‘n’ in the Pointflip logo as demonstrated here. The
minimum-size use of the logo is 1 inch wide.
Clearspace and Size
Minimum Size
1 inch wide
Expression
Assets

19
Logo Correct Use
Choose the appropriate logo option for the background.
Logo should only be placed on backgrounds that have
minimal texture and not too busy. Background colors
that wash out the logo or cause color conflict should
never be used.
Appropriate Backgrounds
Pointflip
Solutions
Do not add effects to the logo.
Do not change the logo colors.
Do not change the logo font.
Do not link words to the logo.
Do not distort the logo.
Logo Do Not’s:
Expression
Assets

20
Typography - Fonts
Expression
Assets
The Pointflip brand font is Avenir. It may used in a
variety of weights and sizes as appropriate to the
application. Preferred weights are Book, Medium, and
Black. Use of other weights such as Light and Heavy
should be avoided.
Brand Font Avenir Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Avenir Medium
1234567890
Avenir Black
1234567890
For desktop applications, Pointflip uses Helvetica or
Arial, which are standard fonts on all computers. Use
these fonts for all general use, including PowerPoint,
Word, email copy, etc.
General Use Font

21
Typography - Use and Hierarchy
Expression
Assets
Generally, Avenir Book should be used for most
typography applications. Use of italics should be
avoided in favor of using a heavier font weight to call-
out specific body text.
Titles - 230% - Avenir Book, 22 pt
Any sufficiently advanced
technology is indistinguishable
from magic.
Subtitles - 112% - Avenir Medium, 14 pt
Any sufficiently advanced technology is
indistinguishable from magic.
Body Text - 100% - Avenir Book, 11 pt
Any sufficiently advanced technology is indistinguishable
from magic.
For titles and subtitles, use Avenir Book or Avenir
Medium. Titles should be indicated primarily by
character size rather than weight. Generally, titles should
be in standard case, though all-caps may be used as a
stylistic application for marquee level text.
Title Text
Avenir Book should always be used for body text.
Body Text

Expression
Assets
Color Palette
The primary palette should be used to establish the
basic visual tone of all branding design. Overall, designs
should balance the identifiable tints of Obsidian and
Pewter with the rest-space of white, using Orange for
accent and vibrancy.
Primary
The secondary palette is meant to be used in context
of the primary, for additional accent and to amplify the
base visual language established by the primary palette.
The secondary palette should never ‘lead’ or be used
without the primary palette.
Secondary
Orange
CMYK 0-50-100-0
RGB 245-148-31
HEX f5941f
Yellow
CMYK 0-30-85-0
RGB 252-186-64
HEX fcba40
Tangerine
CMYK 0-77-100-0
RGB 255-94-0
HEX ff5e00
Obsidian
CMYK 73-58-45-25
RGB 74-87-100
HEX 4a5764
Pewter
CMYK 60-46-39-8
RGB 111-121-131
HEX 6f7983
Gray
CMYK 28-20-19-0
RGB 183-188-193
HEX b7bcc1
Blue
CMYK 100-19-0-7
RGB 0-141-205
HEX 008dcd
White
CMYK 0-0-0-0
RGB 255-255-255
HEX ffffff

Expression
Assets
Imagery - Lifestyle
Lifestyle images in brand communications should serve
two purposes: to be both emotive and literal. Images
should communicate reality concepts in an interesting
way, and should be thoughtfully chosen in context of the
copy they are paired with.
Un-staged
Compelling point of view
Tasteful
Casual
Relatable
Make it:

Expression
Assets
Imagery - Lifestyle
Contrived
Business dress
Altered reality
Goofy
On studio white background
Do not use images that are:

Expression
Assets
Iconography and Illustration
Graphic icons and illustrations should be used to
convey information, not as a decorative element. When
possible, use forms that convey the idea with levity, but
never at the expense of clarity.
Graphics should utilize forms that are engaging and
clear, not over embellished and without harsh edges.
Style should be flat and one-color. Never apply rich
color or gloss effects to graphics.
Do not create a new icon if one already exists.

Expression
Assets
Brand Questions?
Email us: brand@pointflip.com

Pointflip Brand Guides

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