營銷策劃 -Ubuntu品牌使用規范

BrandGuidelines

UbuntuBrandGuidelinesIntroduction

Ourvalues

Webelievethateveryonehastherighttoahigh-qualitycomputingexperience.Andwebelieveitshouldbefree.Ubuntuisthebestoperatingsystemintheworld.

It’sfast,freeandsafe.Morethananoperatingsystem,

Ubuntuisattheforefrontofaworld-changingrevolutionthat’sgatheringpaceeveryday.Atrulycollaborative

e仟ortwithfreedomatitsheart,Ubuntuistheresultofagrowingcommunityworkingtogethertoproduce

somethingextraordinary.

UbuntuBrandGuidelinesIntroduction

Whydoweneedguidelines?

Asuccessfulvisualidentityhastobeconsistent,recognisableandpowerful.

Thefollowingguidelinesshouldhelpallofustocreatea

distinct,professionalvisualidentitythatclearlycommunicatesourbrandvalues.

Pleasetakesometimetounderstandhowtoapplytheseguidelinescorrectly.

UbuntuBrandGuidelinesUbuntucorevalues

Ourvalues

Ubuntuembodiesfreedom,andiscollaborative,preciseandreliable.

UbuntuBrandGuidelinesBrandmarks

Ourbrandmarks

Thebrandmarkisthemostrecognisablefeatureofanybrandidentity.Ournewbrandmarksrepresentourcorevalues.

UbuntuBrandGuidelinesBrandmarks

THEUBUNTUBRANDMARK

Ubuntuhasgrownup.We’verevisitedthe

circle-of-friendsideaandevolvedit.OurnewUbuntubrandmarkhastwoparts:thewordmarkandthesymbol.

Thewordmark-We’vedesignedanewfont,whichharnessesthecorevaluesofprecisionandreliabilityinparticular.Giventhatthe

themeforthenext?veyearsislight,

thepreferreduseofthewordmarkiswhitetypographyona?atorange-coloured

background.

Thesymbol-Thenewsymbolsimpli?esandsharpenstheoriginalcircle-of-friendsdesign.It’sleaner,morere?nedandmore

contemporary.Whereverpossible,the

symbolshouldalwaysappearaswhiteona?atorange-colouredbackground.

THECANONICALLOGO

ThenewCanonicalbrandmarkissmart,

preciseandfocused.ItisclearlylinkedtoUbuntubutequallyclearlydi仟erentiated.

Thewordmark-TheCanonicalwordmark

adoptsthesamefontastheUbuntuword

mark,butusescapitalletters.Thepreferreduseofthewordmarkiswhitetypographyona?ataubergine-colouredbackground.

Thesymbol-Thenewsymbolplayson

theideasofCanonicalbeingfocusedandtargeted.Theseideasstronglyrelateto

ourcorevaluesofreliability,precisionandadroitness.SimilartoUbuntu,thesymbolshouldalwaysappearaswhiteona?at

aubergine-colouredbackgroundwhereverpossible.

UbuntuBrandGuidelinesUbuntuandCanonical

Bridgingthegap

UBUNTUANDCANONICAL

Astrong,purposefulandvibrantidentityforUbuntuand

Canonicalarecentraltooursuccess.Inthepast,the

distinctivelookofUbuntulentitselfwelltopurecommunitymessaging,butitwashardtousethesameapproachfor

Canonical’scommercialservices.Weneededtomoveaway

fromaone-size-?ts-allapproachandde?neaclear,recognisablewaytoengageeveryaudience.

UbuntuBrandGuidelinesOuraudience

Whoarewetalkingto?

Ubuntufacesaunique–andwelcome–challengeinappealingtoarangeofusers.Butthesedi仟erentusersexpect

di仟erentthings.Wehavedevelopedasystemwhichwillhelpde?netherightlookandfeelfortherighttargetaudience.

Anewapproach

Wehaveidenti?edsixofourcoreaudiencesanddistilledthemintothreegroups.Eachgrouprepresentsadi仟erentaudiencefocus.

Theaudiencespectrum

Beforeweproduceanymaterial,itshouldbeclearwheretheaudienceemphasisliesonthescalesbetweencommunityandcommercial,consumerandenterprise,anduserandengineer.Thiswillhelpusdeterminewhichcoloursanddesignstouse.

UbuntuBrandGuidelinesAudiencespectrum

GENERALDESIGNRULES

Community/Commercial

Orange/aubergine

Consumer/Enterprise

Lightaubergine/darkaubergine

Lesscloselyspaceddots/morecloselyspaceddots

User/Engineer

Closelyspaceddots/widelyspaceddots

UbuntuBrandGuidelinesColours

Avibrantpalette

Colourmakesabrandinstantlyrecognisable.Weliketothinkourcolourpaletteissimple,e仟ectiveandstriking.

Wehaveintroducedapalettewhichincludesbothafresh,livelyorange,andarich,matureaubergine.Theuseof

aubergineindicatescommercialinvolvement,whileorangeisasignalofcommunityengagement.

UbuntuBrandGuidelinesColours

Comunitycolourbalancechart

Canonicalcolourbalancechart

THECOLOURPALETTEEXPLAINED

Ournewpaletteincludes:

ORANGE-Foracommunityfocus.

Shadesonlyvaryaccordingtohierarchy

ofinformationwithintablesanddiagrams.

LIGHTANDDARKAUBERGINE-Fora

consumerfocus.Lightershadesindicatemoreofaconsumerfocus,darkershadesindicatemoreofanenterprisefocus.

WARMGREY-Forbalance.Orangeandauberginetogetherareverystriking.

Theadditionofwarmgreysoftensthecombinationoforangeandaubergineandprovidesabridgebetweenthetwo.

COOLGREY-Fortypography,particularly

bodycopy.Blackcanbequiteharshin

combinationwithaubergine,butgrey

deliversmorebalancewhilestillbeinglegible.

WHITE-Foraclean,freshandlightfeel.

BLACK-Fortypographyandblack-and-whiteversionsofthebrandmark.

Colourbalancechart

Wehaveintroducedacolourbalancechart

whichshowstheproportionaluseofcolourformaterialsdependingonwheretheysitontheaudiencespectrum.

Atoneendofthescale,wheretheworkisdominatedbythecommunity,theemphasisisonafreshpalette,theuseofwhiteand

orange,andwarmgreyforbalance.

Attheotherendofthescale,wheretheworkismorefocusedonCanonical,thepaletteismorere?nedandgrounded,withmuchmoreemphasisonaubergineasthecorecolour.

Forcorrectcolourspeci?cationsforprintandscreenuse,pleaserefertothecolourpaletteonpage00.

Forspeci?cexamples,pleaserefertothesection‘Howdoesitallcometogether?’.

UbuntuBrandGuidelinesTheUbuntudots

Connectingthedots

Widelyspaceddots-Ontheuser-engineerspectrum,wetookinspirationfromgraphpaperandengineeringblueprints.Whenyouseewidelyspacedpatternsofdots,thecontentismoreengineering-orientedthanuser-oriented.

Alargeareaofwidelyspaceddotsonthepagesignalengineerorientationonly.

Asmallsetofwidelyspaceddotscanbeusedasa凡ourishtoaddtexturetothepage.

Forspeci?cexamples,pleaserefertothesection‘Howdoesitallcometogether’.

UbuntuBrandGuidelinesTheUbuntudots

Closelyspaceddots-Copytofollow…

Forspeci?cexamples,pleaserefertothesection‘Howdoesitallcometogether’.

UbuntuBrandGuidelinesSlidingscaleapproach

Madetomeasure

Oursliding-scaleapproachhelpsustotargetdi仟erent

audiencesmoree仟ectively.Wecanconveysubtle

collaborationbetweencommunityandcorporategroups,orworkwhichisaimedatengineersandenterprise-

focuseddevelopers.

Thismeansthatwecanpublishcontentthatspansthe

fullrangeofaudiences,andwecanstartthedesignprocesswiththerightvisualcuesinmind.

EXAMPLEAUDIENCES

?CanonicaltoOEMs-Emphasison

aubergine.Widelyspaceddotpatterns.

?CanonicaltoCIOs-Emphasisonaubergine.Closelyspaceddotpatterns.

?Canonicaltothecommunity-Emphasisonorangebutwithauberginepresence.

?Closelyspaceddotpattern-usedsparingly.

?Internalaudienceeg.SomeHands

materials-Emphasisonauberginewithanorange?ourish.Bothwidelyspaceddotsandcloselyspaceddotsshouldbeusedhere.

Artworkexampleswillbeavailable.

UbuntuBrandGuidelinesProducingnewwork

Producingnewwork

Wheneveryou’reabouttocreateanewpieceofwork,pleaseconsiderthefollowing.

Copytofollow…

UbuntuBrandGuidelinesPresentationsChecklist

Presentations

We’vecreatedapresentationtemplatetohelpyouusethebrandconsistently,pleaseforrefertothesection‘Andnowforthedetail’.

Byfollowingtheseguidelines,youshouldbeabletocreatesimple,e仟ectiveanddynamicpresentations.

GENERALTIPS

Avoidovercrowdingslideswithtoomanywordsorimages.Keepthemsimple.

Donotusetoomanydi仟erentstylesof

chart.Trytocreateauniformlooktothepresentationandtheinformationwillbemucheasierfortheviewertounderstand.

Usethecorrecttypefaceandcolourpalette.Usetheaudiencespectrumtoidentifythecoloursyoushouldbeusing.

CHECKLIST

1.Wheredoesthepieceofwork?tontheaudiencespectrum?

2.AmIusingthecorrectcolourpalette?

3.AmIusingthemostup-to-datemastertemplate?

4.IfIamusingphotography,isitinthecorrectstyle?

5.Arethechartsanddiagramsconsistent?

6.AmIusingthecorrectfont?

7.AmIusingthecorrectversionofthebrandmark?

8.AmIusingthecorrecttoneofvoice?

Pleaseseepages00to00fordetailedspecs.

UbuntuBrandGuidelinesChartsanddiagramsChecklist

Chartsanddiagrams

Chartsanddiagramsareagreatwaytopresentcomplexinformationinaclearway.Ourchartsanddiagramsmakefulluseofournewdot-patterntexturesandournew

colourpalette.

Dotpattern:

Forbackgroundsandundertitleheadings

Colourpalette:

Orange,Aubergine,Warmgrey,Coolgrey

GENERALTIPS

Don’tovercrowdthechartordiagram.

Thinkaboutwhatyouneedtosayandbeselectiveabouttheinformationyouneedtocommunicate.

Usepictogramswherenecessary,referto

thesection‘Howdoesitallcometogether’andvisitthepictogramlibraryatwww…forfurtherguidelines.

Usethecorrecttypefaceandcolourpalette.Usetheaudiencespectrumtoidentifythecoloursyoushouldbeusing.

Pleaseconsulttheguidedetailinghowtocreatechartsanddiagramsonpages00to00.

CHECKLIST

1.Wheredoesthepieceofwork?tontheaudiencespectrum?

2.AmIusingthecorrectcolourpalette?

3.Arethechartsanddiagramsconsistent?

4.AmIusingthecorrectfont?

5.AmIusingthecorrectversionofthebrandmark?

6.AmIusingthecorrecttoneofvoice?

Pleaseseepages00to00fordetailedspecs.

UbuntuBrandGuidelinesPhotographyChecklist

Photography

Photographyisagoodwaytohelpuscontextualiseand

humanisecontent.Weuse‘product’photographyand‘people’photography.We’remorelikelyto‘product’photographyin

relationtoUbuntuand‘people’photographyinrelationtoCanonical.

Ourphotographyusesanaubergineduotonee仟ect.

UbuntuBrandGuidelinesPhotographyChecklist

GENERALTIPS

Weuseduotoneandtritoneimagetreatmentswithcolourstakenfromourpalette.

Wecanarti?ciallyhighlightpartofanimagewithorangeoraubergine.

Whensignallingcommunityinvolvement,weuseanorange-and-blackduotone.

WhensignallingCanonicalinvolvement,weuseanaubergine-and-blackduotone.

Inbothcases,wecanaccent,orhighlight,aportionoftheimageusingeitherorangeoroneofthelightershadesofaubergine.

Wecanaddadot-pattern?ourishtosignal

Canonicalownershipandre-enforcethebrand.

Textonphotographsshouldbewhite,eitherdirectlyonthedarkerportionoftheimage,oronadarkswatchofcolourplacedonto

theimage.

Youcan?ndapprovedphotographicimagesfromourphotolibraryatwww…

CHECKLIST

1.Wheredoesthepieceofwork?tontheaudiencespectrum?

2.AmIusingtheduotonecorrectly?

3.AmIusingthecorrecttextcolour?

4.HaveIcroppedtheimageinthecorrectway?

5.HaveIusedimagesfromthecorrectsource?Pleaseseepages00to00fordetailedspecs.

UbuntuBrandGuidelinesOurassets

UbuntuBrandGuidelinesExamplesBanner

UbuntuBrandGuidelinesExamplesCDandCDpackaging

UbuntuBrandGuidelinesExamplesDatasheetandCasestudy

UbuntuBrandGuidelinesExamplesBooklet

UbuntuBrandGuidelinesExamplesServerBrochure

UbuntuBrandGuidelinesExamplesNotebook

UbuntuBrandGuidelinesExamplesMouse

UbuntuBrandGuidelinesExamplesHoodedSweatshirt

UbuntuBrandGuidelinesContents

THEBRANDMARK

Thebrandmark

00

CircleofFriends

00

Colourways

Thebrandmark

00

CircleofFriends

00

Exclusionzone

Thebrandmark

00

CircleofFriends

00

Minimumsizeandsmalluse

00

Positionalguides

00

Incorrectuse

00

Exceptionalusebrandmarks

Stackedversion

00

Exclusionzoneand

minimumsize

00

Verticalversion

00

THEBRANDELEMENTS

Colourpalette

00

Typography

00

Toneofvoice

00

Graphicdotdevice

00

Pictograms

00

Imagery

Photography

00

Diagrams

00

HOWDOESITALLCOMETOGETHER?

Advertising

00

Printcollateral

00

Banners

00

CDandCDpackaging

00

Section

00

ANDNOWFORTHEDETAIL

Datasheets

00

Casestudies

00

Brochures

00

Whitepaper

00

Stationery

00

Banners

00

CDandCDpackaging

00

FILESTRUCTUREANDCONTACTS

Filestructure

Namingsystem

00

Colourwaychart

00

Contactinformation

00

UbuntuBrandGuidelinesTheUbuntubrandmark00

Thebrandmark

Copytofollow…

UbuntuBrandGuidelinesThebrandmark00

THEUBUNTUBRANDMARK

TheUbuntubrandmarkcapturesthepreciseand

reliablequalitiesofthebrandinastraightforwardsymbolandwordmark.

Itismadeupofacustomdesignedfont(wordmark),carefullyspacedwithare-drawn‘CircleofFriends’placedwithinaroundel.

ConsistentuseoftheUbuntubrandmarkisessentialincreatingaunitedbrandidentity.Themaster

brandmarkissuppliedasartworkandshouldneverbealtered,distortedorre-createdinanyway.

CIRCLEOFFRIENDS(CoF)

ROUNDEL

WORDMARKREGISTEREDTRADEMARK

BRANDMARKELEMENTS

Wordmark

Logotypecreatedusingourunique,customdesigned

font.Witheachlettercarefullyspacedforthecorrectfeelandmaximumlegibilty.

CircleofFriends

Acraftedgraphicsymbolthatrepresents;freedom,collaboration,precisionandreliability.

Roundel

CircularholdingdevicefortheCircleofFriendsforaddedprecisionandclarity.

RegisteredTrademark?

TheUbuntuwordandassociatedbrandmarksareRegisteredTrademarks.WhenusingtheUbuntubrandmark,please

includethe?,unlessthesizeorlocationofthebrandmark

orreferencemakesthisimpossibleordetrimentalto

thelookandfeel,inwhichcaseyoushouldidentifythebrandmarkasaCanonical?bystatinginanappropriateandobviousplace“Ubuntuisaregisteredtrademark

ofCanonicalLtd.”

UbuntuBrandGuidelinesCircleofFriends00

THECIRCLEOFFRIENDS

TheUbuntubrandmarkismadeupoftheUbuntu

wordmarkandtheUbuntusymbol.Thissymboliscalledthe‘CircleofFriends’.

Ithasbeencarefullyre-drawnandpositionedwithinaroundelforprecisionandaddedclarity.

UbuntuBrandGuidelinesColourwaysThebrandmark00

whiteandorange(orangeCircleofFriends)

ubuntu

blackandorange

whiteandorange

white

ubuntu

orange

ubuntu

black

AVAILABLECOLOURWAYS

ThebrandmarkissuppliedasPantoneandCMYKversionsforprint,andHEXversionsforweb.ItcanonlybeusedononeoftheUbuntucolours,shownonpage14.

Neverchangeanyofthecoloursinthebrandmark.Fordetailedcolourspeci?cationsrefertopage14.

UbuntuBrandGuidelinesColourwaysCircleofFriends00

whiteandorangeorangewhiteblack

AVAILABLECOLOURWAYS

TheCircleofFriendsissuppliedasPantoneandCMYKversionsforprint,andHEXversionsforweb.ItcanonlybeusedononeoftheUbuntucolours,shownonpage14.

Neverchangeanyofthecoloursinthebrandmark.Fordetailedcolourspeci?cationsrefertopage14.

UbuntuBrandGuidelinesExclusionzoneThebrandmark00

DEFININGTHEEXCLUSIONZONE

TheUbuntubrandmarkmustalwayshaveaclearareasurroundingit,freefromanyotherelement.

Tode?nethisarea,measuretheheightoftheroundel

andusehalfthismeasuretocreatetheboundaryofclearspacearoundthebrandmark.

UbuntuBrandGuidelinesSurroundingspaceCircleofFriends00

DEFININGTHEEXCLUSIONZONE

TheCircleofFriends,whenusedonitsown,mustalwayshaveaclearareasurroundingit,freefromanyotherelement.

Tode?nethisarea,measuretheheightofthe

roundelanduseaquarterofthismeasuretocreatetheboundaryofclearspace.

UbuntuBrandGuidelinesMinimumsizeandsmalluse00

MINIMUMSIZE

Standardversion

Thestandardversionofthebrandmarkmustneverbeusedatawidthlessthan80mm,asshownabove.

No?version

Belowthewidthof80mm,thenoregisteredtrademarkversionmustbeused.Itnustneverbeusedatawidthlessthan30mm.

Smalluseversion

Whenitisnecessarytousethebrandmarkatawidthlessthan30mma‘smalluseversion’hasbeencreated.Thisversionmustneverbeusedatawidthlessthan15mm.

UbuntuBrandGuidelinesPositionalguides00

CENTERINGTHEBRANDMARK

Whencenteringthebrandmark,itisimportanttomaintainavisualbalanceofsurroundingspace.

Horizontalalignment

Alignthemid-pointbetweenthe‘u’and‘n’withthecentreofthepage/screen.

Verticalalignment

Positionthebrandmarksothattheroundelsitsonthecentreofthepage/screen.

UbuntuBrandGuidelinesIncorrectuse00

1.

4.

bu

7.

INCORRECTUSE

EnsuringthecorrectapplicationofthebrandmarkisparamounttotheUbuntubrandidentity.

Byfollowingtheguidelinesonhowtousethem

youwillhelptobuildapowerfulandunitedidentityfortheUbuntubrand.

Shownonthispageareexamplesincorrectuse.

2.

ubuntu

3.

ubuntu

5.

t

b

6.

YOUMUSTNOT

1.Changethespacingbetweentheindividualelementsorcharacters

2.Changethecolourofthewordmark

3.ChangethecolouroftheCircleofFriends

4.Changethearrangementoftheelements

5.Placethebrandmarkatanangleotherthanhorizontalorvertical

6.Changetheproportionofthebrandmark

7.Placethebrandmarkonanonbrandcolour

UbuntuBrandGuidelinesExceptionalusebrandmarksStackedversion00

ubuntu

THEUBUNTUSTACKEDBRANDMARK

Forexceptionalcircumstances,e.g.hardwarestickers,astackedversionofthebrandmarkhasbeencreated.

ConsistentuseoftheUbuntubrandmarkisessentialincreatingaunitedbrandidentity.Themaster

brandmarkissuppliedasartworkandshouldneverbealtered,distortedorre-createdinanyway.

UbuntuBrandGuidelinesExceptionalusebrandmarksStackedversion00

DEFININGTHEEXCLUSIONZONE

TheUbuntubrandmarkmustalwayshaveaclearareasurroundingit,freefromanyotherelement.

Tode?nethisarea,measuretheheightoftheroundel

anduseaquarterofthismeasuretocreatetheboundaryofclearspacearoundthebrandmark.

MINIMUMSIZE

Standardstackedversion

Thestandardversionofthebrandmarkmustneverbeusedatawidthlessthan71mm,asshownabove.

No?version

Belowthewidthof71mm,thenoregisteredtrademarkversionmustbeused.Itnustneverbeusedatawidthlessthan8mm.

UbuntuBrandGuidelinesExceptionalusebrandmarksVerticalversion00

THEUBUNTUVERTICALBRANDMARK

Forexceptionalcircumstances,e.g.largeportraitbanners,averticalversionofthebrandmarkhasbe