MicroTek's Corporate Identity and Brand Guidelines
MicroTek’s Corporate Identity and Brand Guidelines As an industry leader in providing training facilities and training delivery services, MicroTek has built a reputation that we are proud of. We are a company that provides customized training solutions and delivers outstanding customer service. Our brand is one of our most valuable assets and continues to be modernized and adapted to protect our reputation. As we continue to communicate with a variety of audiences, consistent application of our brand is critical in maintaining MicroTek’s image. This document outlines MicroTek’s brand guidelines. It should serve as a reference to both internal and external stakeholders. The Marketing Department can provide expert and authoritative assistance on applications requiring further detail. If you have any questions regarding the use of the MicroTek identity that are addressed within this document, contact the Marketing Department at [email protected].
MICROTEK MARKETING DEPARTMENT 2001 Butterfield Road, Suite 1500 Downers Grove, Illinois 60515 P: 630.719.0237 [email protected]
KNOW THE BASICS This document will show you the components of MicroTek’s brand, how to use them and how to protect its ownership. The guidelines are easy to follow once you familiarize yourself with them. Below is a checklist of what you need to know about using MicroTek’s brand.
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COMPANY VALUES/SPIRIT
2
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BRAND IMPLEMENTATION PRINCIPLES
4
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MICROTEK’S BRAND
5
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SERVICE LISTINGS
7
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COPYWRITING
9
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BRAND COMPONENTS
10
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FONT USAGE
14
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PHOTO LIBRARY
15
MicroTek’s Corporate Identity and Brand Guidelines
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COMPANY VALUES / SPIRIT MicroTek has gone through a number of dramatic changes since it was founded in 1991 as a facility broker. The company has been able to expand from operating a single training site in San Francisco to owning and operating multiple facilities across the U.S. By expanding our network globally, MicroTek has become the industry’s leading single-source provider of business education facilities. To better serve our customers, we have added additional offerings to our full-suite of services, including project implementation and management, meeting services and virtual labs. With such enhancements, it became necessary to revisit our vision, mission and positioning statements. A great deal of research has been conducted to develop these messages, including input from expert consultants, key clients and MicroTek employees.
MicroTek’s Vision ›
Our vision is to have access to the largest network of training locations in the world.
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Our vision is to own and operate facilities in all major U.S. markets.
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Our vision is to offer a complete range of integrated business education services.
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Our vision is to provide comprehensive training implementation plans and project management services.
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Our vision is to continually expand our services and grow our business lines to meet our customer’s needs.
These words describe our ideal future and reflect the essence of what we intend to become as a company. It stretches MicroTek’s capabilities and the image of ourselves and is inspirational in its tone. Our vision statements unite and inspire us in a common strategic direction.
MicroTek’s Mission MicroTek is a training delivery solution provider offering comprehensive, cost effective, on-demand business education services in support of training and development initiatives for our clients. MicroTek’s mission is to help clients orchestrate and successfully execute any size training event, anywhere in the world. The mission statement describes the overall purpose of our organization. It is about what we do and who we do it for. The mission statement is a clear representation on of why we exist, sets boundaries for current initiatives and serves as a starting point for developing strategic vision.
MicroTek’s Value Statements ›
Our People
We provide a positive work environment We work with honesty and integrity with our employees and our partners We encourage teamwork and recognize individual contribution We respect others We have fun
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Our Customers
We are dedicated to our customers’ success We provide outrageous customer service
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Our Quality
We strive for excellence We will exceed our customers’ expectations We provide better, faster, more effective solutions
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Innovation
We believe in continuous improvement We lead by employing the latest technology and processes We strive to be the best at what we do
›
Community
We think globally We value community involvement
These value statements reflect what we portray in our daily activities. They are the guidelines to every employees day-today decision making and are the tools to help bring the brand to life.
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BRAND IMPLEMENTATION PRINCIPLES What is a brand? A brand is the promise of value/experience. It represents all of the tangible and intangible qualities and aspects of a product or service. It stands for the immediate image, emotions, and perceptions people experience when they think of a company or product. It takes on many forms, including logo, color palette, tagline, personality and other identifying features. These elements become the basis for the company’s identity. The MicroTek brand is the basis for our unique identity and can be seen in our services, facilities, advertising and communications. When it comes down to our brand, it is really more than a logo at stake. We all play a crucial role in creating the MicroTek look. Every mark we make will have an effect on our overall image. Getting it right means we’ll be instantly recognizable at every touch point, from our facilities to our business cards. Together, they are meant to help us use the MicroTek brand in a way that enhances our brand identity.
Brand Compliance Approval Process: All external and internal communications and promotional materials must comply with our brand standards. Additionally, all external communications must be approved by the Marketing Department. The Marketing Department maintains full veto power over all MicroTek branded items. If at any point the department feels that a piece of collateral does not accurately reflect our brand perspective, its publication will be rejected.
MICROTEK MARKETING DEPARTMENT 2001 Butterfield Road, Suite 1500 Downers Grove, Illinois 60515 P: 630.719.0237 [email protected]
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MICROTEK’S BRAND Positioning Statement “MicroTek specializes in the delivery of technical training events by providing high-quality training rooms in multiple locations.” The positioning statement describes things that never change about who we are, the “DNA” of our brand. It is the basic criteria for our business decision making.
MicroTek’s Message › Boilerplate (140 words, 946 characters) Since 1991, MicroTek has been committed to the customized delivery of high-quality and affordable training rollout and meeting planning solutions. As the industry's leading single-source facilities and logistics provider, we have helped train more than one million students in over 800 locations. By owning and operating 12 facilities throughout North America and having access to a network of 3,000 sites worldwide, we have the resources to host over 35,000 classroom days per year. With strategic partnerships in every sect of the training industry, MicroTek can also offer a variety of advanced services including courseware management, remote user access and on-site technology assistance. Our mission is to help clients orchestrate and successfully execute any size training event, anywhere in the world. For additional information about MicroTek, please visit our website at www.mclabs.com or contact a member of our team at 630.719.0211. › Boilerplate (96 words, 673 characters) Since 1991, MicroTek has been committed to the customized delivery of high-quality and affordable training rollout and meeting planning solutions. As the industry's leading single-source facilities and logistics provider, we own and operate 12 facilities throughout North America and have access to a network of 3,000 additional sites worldwide. With strategic partnerships in every sect of the training industry, MicroTek can also offer a variety of advanced services including courseware management, remote user access and on-site technology assistance. Our mission is to help clients orchestrate and successfully execute any size training event, anywhere in the world. The boilerplate is a brief description of our company that is used in formal communications (ex: press releases). It is the most important paragraph about our company and should only be edited when a meaningful change takes place within the company. The boilerplate should never be manipulated to fit a specific application. Two versions have been included in this document to accommodate word counts.
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Summary (200 words, 1,293 characters)
Since 1991, MicroTek has been committed to the delivery of high-quality training room rentals, customizable project implementation plans and affordable meeting management solutions. As the industry's leading single-source facilities and logistics provider, we have helped train more than one million students in over 800 locations around the world. By owning and operating 12 facilities throughout North America and having access to a network of 3,000 training sites worldwide, we have the resources to host more than 35,000 classroom days per year. And with strategic partnerships in every sect of the training industry, MicroTek can also provide a variety of advanced services. Our client list extends across all industries and company sizes, which is why we never use a “one-size-fits-all” solution. We tailor our resources to provide each of our clients with just the right amount of support, enabling them to have a stress-free planning and training experience.
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Our mission is to help clients orchestrate and successfully execute any size training event, anywhere in the world. So whether you’re planning a one-day meeting or a year-long training rollout, you can rely on MicroTek to build a comprehensive roadmap of your event. Finding the right solution is complicated. We make it simple. The summary is a more in-depth description of MicroTek and gives information about the type and nature of our business and factors that we feel make us successful. It also includes our mission statement and is used on our corporate website’s “About Us” page.
› Shortened Summary (132 words, 849 characters) MicroTek is the largest owner and operator of classroom facilities in North America, making us a leader in the delivery of training room rentals and customized training solutions. By having access to a network of more than 3,000 partnerships and offering a complete lineup of advanced services, we can successfully execute any type of training event, anywhere in the world. Plus, we offer a full-range of specialized features, including courseware delivery, project management and on-site technology assistance. By tailoring these resources, we can provide our clients with the support that they need to have a stress-free experience. So whether you’re planning a one-day meeting or a year-long training rollout, you can rely on MicroTek to build a comprehensive roadmap for your event. Finding the right solution is complicated. We make it simple. The shortened summary was specifically written in MicroTek’s tone of voice and should be used to depict our personality. It should be applied in less formal contexts than the former two messages. The Marketing Department can be contacted at any time if you are having trouble choosing the proper message.
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SERVICE LISTING ›
Facilities Renting a training space should be simple. We can help. If you're looking to execute an effective training session in a world-class facility, you've come to the right place. MicroTek owns and operates high-quality computer training facilities throughout North America and has access to a network of more than 3,000 training sites worldwide.
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Room Rentals A complete room rental package. As the leading provider of training room rentals in the country, MicroTek knows exactly what a quality room rental should include. That's why we've bundled everything you'll need to host a successful training event into one convenient package. Our all-inclusive model delivers everything you could possibly want in a training room, eliminating the need for you to pick and choose between services.
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Amenities A great student experience. As a leader in the training room rental industry, MicroTek knows how important it is for your students to be comfortable in order to have a great learning experience. That’s why we provide a fullrange of amenities at our training sites, supplying your students with everything they’ll need in one convenient place. From computer work stations to fresh, catered lunches, we offer features that you won’t find anywhere else.
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Technology Better technology for a better training experience. MicroTek uses the latest training technology available in all of our classrooms, which provides an exceptional user experience for both instructors and students. Each one of our facilities is outfitted with the most advanced computer hardware available and the latest high-tech teaching equipment, including remote user access capabilities.
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Training Materials Having the right training material is critical. We get it. One point of contact, one service system and one invoice. That’s the simplicity you can count on when using MicroTek’s training material printing and distribution services. Our proprietary ordering and delivery process gets your students the materials they need, when they need them. Whether you're printing a thousand training manuals or a few customized learning kits, your project manager will walk you through the entire ordering process, from beginning to end.
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Instructors Expert instructors for a superior learning experience. MicroTek knows how challenging it can be to find qualified instructors and moderators for your training event or meeting. Whether you need just one instructor to supplement your training team or hundreds to support a large-scale training project, our database contains thousands of qualified trainers who are experts on a wide range of topics.
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Project Implementation Implementing a large-scale training event is complicated. We make it simple. MicroTek has the resources to plan and successfully execute every aspect of your large-scale training event. Whether your project requires a multiple phase approach or a single-step solution, we’ll tap into our full range of advanced services to customize a comprehensive training logistics plan that’s right for you.
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Meeting Services It's more than just a place to meet. We understand. Planning a meeting can be time consuming and stressful. That’s why MicroTek specializes in helping clients navigate through the complexities of organizing a corporate
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event. With years of industry experience, MicroTek's meeting coordination team can take over all of your planning responsibilities, right down to the very last detail. ›
Registration An easy to follow process. From signup to confirmation. Making sure that your guests can easily register for their event is an important part of the meeting planning process. MicroTek offers a variety of registration options to streamline the process. Our meetings planners can even build a customized registration portal for you, making it easy for your guests to sign up online and for you to track participant data.
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Virtual Labs When you need more than a physical classroom, we have the solution. To host a complex training lab yourself, your company would need to make a sizeable investment in the appropriate infrastructure to store all of the applications and images. MicroTek has an easier solution. Use our infrastructure, which has been specifically built for the IT training market, to virtually host your training lab.
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COPYWRITING Brand Personality ›
Straightforward Our messages are simple and to the point. We aren’t trying to impress people by using complex words and lengthy explanations. We want our customers to quickly and easily understand what we do. We use clear, concise language that you hear every day. We avoid “corporate speak” whenever possible.
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Friendly We want to have an open and honest conversation with our customers about what they’re looking for in a training provider. Maintaining and building relationships is of the utmost importance to us. We’re always available to chat and would be happy to assist our clients in any way possible.
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Confident We have been in the training industry for over 20 years, so we know what we’re doing. We’ve been successful because we’re good at what we do and are always willing to go that extra mile. Other companies try to compete with our services but simply can’t offer what we can.
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Flexible We focus firmly on our clients’ needs and will do whatever it takes to meet their requests. We don’t abide by hard and fast rules, so we can make exceptions when the circumstance calls for it. We have the resources to think outside of the box. Whatever it takes, we’ll get it done.
The brand personality is the image we project to the marketplace. Like clothing, it can be changed to fit current needs.
Copywriting Do’s and Don’ts ›
Write in first person
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Use contractions to shorten words
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Hyphenate compound adjectives
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Capitalize the first letter in a bulleted list
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Use a colon before introducing a bulleted list
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Only capitalize proper nouns
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Only capitalize MicroTek’s services when used as a header
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Use personal pronouns when referring to MicroTek (“we can help”)
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Do not use periods at the end of a sentence in bulleted list
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Use periods instead of dashes when writing phone numbers on printed and electronic collateral
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BRAND COMPONENTS Our corporate brand represents who we are to the world, so it is crucial that we both protect it. The sections that follow contain important information that you will need to know regarding the creative elements of the MicroTek brand, including logo components and examples of proper and improper applications.
Use the Brand Components Correctly It is very easy to overlook seemingly minor details when using various brand components, yet these types of mistakes can damage our brand and create roadblocks in reaching our objectives. Always adhere to the guidelines detailed in the following sections to guarantee smooth and successful implementation of the MicroTek brand. If you come across a MicroTek branding situation not addressed in this manual, please contact the Marketing Department.
Logo Components The logo should NEVER be copied and pasted from this document. To obtain a version of the logo, contact the Marketing Department. The MicroTek logo has a design and type treatment. It is a clean, simple and modern logo that has been updated to provide a more contemporary feel, consistent with the new strategic direction of the brand. The following guidelines and specifications define the logo – its elements, arrangement and color. Any customization must be approved by the Marketing Department. The MicroTek Logo is composed of three elements: 1. 2. 3.
The mark (which refers to the blue waves graphic element) The ‘MicroTek’ typography The tagline (in some instances)
Each element has been carefully selected, sized and positioned – combined together to make up the MicroTek logo.
TYPOGRAPHY
MARK
TAGLINE
When the logo is used, the typography for “MicroTek” and the “Training Solutions Simplified.” tagline have been modified such that they are artwork. No attempt should be made to typeset or recreate the logotype. The relative proportion and spatial relationship of the logo’s mark and tagline must remain constant and must be sized proportionately. Each element individually can never be repositioned, resized, or changed. To obtain a version of the logo, contact the Marketing Department.
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Logo Layout Guidelines Guidelines have been established to ensure the MicroTek logo remains visible and legible in all applications. Please keep in mind that all elements within the logo must reduce and enlarge as a unit. Do not alter the size of the tagline, mark or MicroTek typography for added visibility. ›
Artwork Digital files with .eps extensions should be used for printed materials. Digital files with .png extensions should be used for most documents and presentations. Digital files with .jpg extensions should be used primarily for on-screen viewing, ONLY on a white background. Minimum Print Resolution: Size logo at 100% at 300 dpi and save. Place logo in document at 100%. Minimum Web Resolution: Size the logo at 100% at a minimum of 72 dpi and save. Place on web at 100%.
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Application Size The logo is available in many sizes, please provide the Marketing Department with the size specifications you need.
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Minimum Size To ensure the tagline portion of the signature remains visible and legible, the logo with tagline may not be reduced below 1.6 inches wide (154 pixels width).
If you encounter a situation that requires the logo to be reproduced smaller than the minimum size guidelines, you must obtain approval from the Marketing Department.
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Clear Space A spacing unit designated as ‘X’ indicates the minimum clear space that must surround the logo in all reproductions. ‘X’ is always the height of the letter M in the word MicroTek. As the logo reduces and enlarges, the spacing unit ‘X’ also reduces and enlarges. Do not allow typography, graphics, photography or the edge of the page to encroach into this ‘X’ clear space.
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Logo Positive / Negative Use Guidelines for printing the logo in positive version (black logotype against a light background), and a negative version (white logotype against a dark background) are shown here. A simple rule of thumb is to ensure that the background provides enough contrast to the logotype for maximum visibility. The MicroTek logo text must always be either black or white. Positive Use
Negative Use
Use the positive logo against a white background or a light-colored, neutral background. The background must be light enough to display the tagline with adequate visibility.
Use the negative logo treatment against a black background, or a dark colored, neutral background. Avoid backgrounds that do not provide adequate contrast and visibility for the logo.
Primary Logo, Color
Primary Logo, Color
Primary Logo, B/W
Primary Logo, B/W
Alternate Logo, Color
Alternate Logo, Color
Alternate Logo, B/W
Alternate Logo, B/W
To obtain a version of the logo, contact the Marketing Department. The Marketing Department can be contacted at any time if you are unsure of which logo to use.
Logo Misuse
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Tagline The tagline is never to be represented in writing outside the logo artwork (i.e. being used as the title of a presentation). The only exception is for use in the corporate email signature (see the Corporate Email Signature section below) and other special circumstances determined by the Marketing Department. When written out, it should be italicized and include the period as seen here: Training Solutions Simplified.
Corporate Email Signature MicroTek’s corporate email signature should be included on all emails and must follow the standard format detailed below. Personalizing this signature in any way is strictly prohibited. Your Name Title MicroTek - www.mclabs.com Training Solutions Simplified. V: 111.222.3333 E: [email protected]
Color Palette Color is one of our most powerful visual assets. Apply our palette consistently and accurately to build even greater recognition and impact for our brand. The addition of green and orange add contrast to the MicroTek Blue of our logo to make up our Primary Color Palette. ›
Primary Colors
MicroTek Blue
MicroTek Gray
MicroTek Green
MicroTek Orange
RGB: 0, 90, 161 CMYK: 98, 63, 0, 10
RGB: 51, 51, 51 CMYK: 0, 0, 0, 80
RGB: 94, 132, 42 CMYK: 52, 7, 100, 35
RGB: 243, 110, 33 CMYK: 0, 71, 100, 0
Pantone # 2935C When applying our color palette, please consult the Marketing Department for ideas and best practices.
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FONT USAGE The fonts MicroTek uses are the Museo Sans and Arial family. Use of the Arial and Museo Sans type families ensures consistency with MicroTek’s logo and collateral material. The samples below provide a choice of weights and styles that enable you to communicate clearly and efficiently.
MicroTek’s primary font is the Museo Sans family and should be used on all MicroTek collateral. Collateral intended for reproduction or electronic distribution should be approved by the Marketing Department and distributed in PDF format. MicroTek’s secondary font is the Arial family which is acceptable to use in items like Word documents and presentations.
Typefaces
ABCDEFGHIJKLMNOPQRSTUVWXYZ Primary Font, Style: Museo Sans, 700 abcdefghijklmnopqrstuvwxyz 123456789!@#$%& Heading or Sub Heading
Secondary Font, Style:
Arial, Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@#$%&
ABCDEFGHIJKLMNOPQRSTUVWXYZ Primary Font, Style: Museo Sans, 300 abcdefghijklmnopqrstuvwxyz 123456789!@#$%& Body Copy
Secondary Font, Style:
Arial, Regular
MicroTek’s Corporate Identity and Brand Guidelines
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@#$%&
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PHOTO LIBRARY The images in our photo library are exclusive to MicroTek. They feature our employees, our facilities and our equipment. The library was created in this way to accurately reflect MicroTek’s core business, along with our values, and to set us apart from the competition. Therefore, these are the only images that should be used on MicroTek branded materials, including the corporate website. To protect these images from being distorted or stolen online, the Marketing Team is responsible for accessing and distributing them. If you would like to use an image from the photo library for a particular project, please contact the Marketing Department for assistance.
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MICROTEK MARKETING DEPARTMENT 2001 Butterfield Road, Suite 1500 Downers Grove, Illinois 60515 P: 630.719.0237 [email protected]
KNOW THE BASICS This document will show you the components of MicroTek’s brand, how to use them and how to protect its ownership. The guidelines are easy to follow once you familiarize yourself with them. Below is a checklist of what you need to know about using MicroTek’s brand.
□
COMPANY VALUES/SPIRIT
2
□
BRAND IMPLEMENTATION PRINCIPLES
4
□
MICROTEK’S BRAND
5
□
SERVICE LISTINGS
7
□
COPYWRITING
9
□
BRAND COMPONENTS
10
□
FONT USAGE
14
□
PHOTO LIBRARY
15
MicroTek’s Corporate Identity and Brand Guidelines
1
COMPANY VALUES / SPIRIT MicroTek has gone through a number of dramatic changes since it was founded in 1991 as a facility broker. The company has been able to expand from operating a single training site in San Francisco to owning and operating multiple facilities across the U.S. By expanding our network globally, MicroTek has become the industry’s leading single-source provider of business education facilities. To better serve our customers, we have added additional offerings to our full-suite of services, including project implementation and management, meeting services and virtual labs. With such enhancements, it became necessary to revisit our vision, mission and positioning statements. A great deal of research has been conducted to develop these messages, including input from expert consultants, key clients and MicroTek employees.
MicroTek’s Vision ›
Our vision is to have access to the largest network of training locations in the world.
›
Our vision is to own and operate facilities in all major U.S. markets.
›
Our vision is to offer a complete range of integrated business education services.
›
Our vision is to provide comprehensive training implementation plans and project management services.
›
Our vision is to continually expand our services and grow our business lines to meet our customer’s needs.
These words describe our ideal future and reflect the essence of what we intend to become as a company. It stretches MicroTek’s capabilities and the image of ourselves and is inspirational in its tone. Our vision statements unite and inspire us in a common strategic direction.
MicroTek’s Mission MicroTek is a training delivery solution provider offering comprehensive, cost effective, on-demand business education services in support of training and development initiatives for our clients. MicroTek’s mission is to help clients orchestrate and successfully execute any size training event, anywhere in the world. The mission statement describes the overall purpose of our organization. It is about what we do and who we do it for. The mission statement is a clear representation on of why we exist, sets boundaries for current initiatives and serves as a starting point for developing strategic vision.
MicroTek’s Value Statements ›
Our People
We provide a positive work environment We work with honesty and integrity with our employees and our partners We encourage teamwork and recognize individual contribution We respect others We have fun
›
Our Customers
We are dedicated to our customers’ success We provide outrageous customer service
MicroTek’s Corporate Identity and Brand Guidelines
2
›
Our Quality
We strive for excellence We will exceed our customers’ expectations We provide better, faster, more effective solutions
›
Innovation
We believe in continuous improvement We lead by employing the latest technology and processes We strive to be the best at what we do
›
Community
We think globally We value community involvement
These value statements reflect what we portray in our daily activities. They are the guidelines to every employees day-today decision making and are the tools to help bring the brand to life.
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3
BRAND IMPLEMENTATION PRINCIPLES What is a brand? A brand is the promise of value/experience. It represents all of the tangible and intangible qualities and aspects of a product or service. It stands for the immediate image, emotions, and perceptions people experience when they think of a company or product. It takes on many forms, including logo, color palette, tagline, personality and other identifying features. These elements become the basis for the company’s identity. The MicroTek brand is the basis for our unique identity and can be seen in our services, facilities, advertising and communications. When it comes down to our brand, it is really more than a logo at stake. We all play a crucial role in creating the MicroTek look. Every mark we make will have an effect on our overall image. Getting it right means we’ll be instantly recognizable at every touch point, from our facilities to our business cards. Together, they are meant to help us use the MicroTek brand in a way that enhances our brand identity.
Brand Compliance Approval Process: All external and internal communications and promotional materials must comply with our brand standards. Additionally, all external communications must be approved by the Marketing Department. The Marketing Department maintains full veto power over all MicroTek branded items. If at any point the department feels that a piece of collateral does not accurately reflect our brand perspective, its publication will be rejected.
MICROTEK MARKETING DEPARTMENT 2001 Butterfield Road, Suite 1500 Downers Grove, Illinois 60515 P: 630.719.0237 [email protected]
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MICROTEK’S BRAND Positioning Statement “MicroTek specializes in the delivery of technical training events by providing high-quality training rooms in multiple locations.” The positioning statement describes things that never change about who we are, the “DNA” of our brand. It is the basic criteria for our business decision making.
MicroTek’s Message › Boilerplate (140 words, 946 characters) Since 1991, MicroTek has been committed to the customized delivery of high-quality and affordable training rollout and meeting planning solutions. As the industry's leading single-source facilities and logistics provider, we have helped train more than one million students in over 800 locations. By owning and operating 12 facilities throughout North America and having access to a network of 3,000 sites worldwide, we have the resources to host over 35,000 classroom days per year. With strategic partnerships in every sect of the training industry, MicroTek can also offer a variety of advanced services including courseware management, remote user access and on-site technology assistance. Our mission is to help clients orchestrate and successfully execute any size training event, anywhere in the world. For additional information about MicroTek, please visit our website at www.mclabs.com or contact a member of our team at 630.719.0211. › Boilerplate (96 words, 673 characters) Since 1991, MicroTek has been committed to the customized delivery of high-quality and affordable training rollout and meeting planning solutions. As the industry's leading single-source facilities and logistics provider, we own and operate 12 facilities throughout North America and have access to a network of 3,000 additional sites worldwide. With strategic partnerships in every sect of the training industry, MicroTek can also offer a variety of advanced services including courseware management, remote user access and on-site technology assistance. Our mission is to help clients orchestrate and successfully execute any size training event, anywhere in the world. The boilerplate is a brief description of our company that is used in formal communications (ex: press releases). It is the most important paragraph about our company and should only be edited when a meaningful change takes place within the company. The boilerplate should never be manipulated to fit a specific application. Two versions have been included in this document to accommodate word counts.
›
Summary (200 words, 1,293 characters)
Since 1991, MicroTek has been committed to the delivery of high-quality training room rentals, customizable project implementation plans and affordable meeting management solutions. As the industry's leading single-source facilities and logistics provider, we have helped train more than one million students in over 800 locations around the world. By owning and operating 12 facilities throughout North America and having access to a network of 3,000 training sites worldwide, we have the resources to host more than 35,000 classroom days per year. And with strategic partnerships in every sect of the training industry, MicroTek can also provide a variety of advanced services. Our client list extends across all industries and company sizes, which is why we never use a “one-size-fits-all” solution. We tailor our resources to provide each of our clients with just the right amount of support, enabling them to have a stress-free planning and training experience.
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Our mission is to help clients orchestrate and successfully execute any size training event, anywhere in the world. So whether you’re planning a one-day meeting or a year-long training rollout, you can rely on MicroTek to build a comprehensive roadmap of your event. Finding the right solution is complicated. We make it simple. The summary is a more in-depth description of MicroTek and gives information about the type and nature of our business and factors that we feel make us successful. It also includes our mission statement and is used on our corporate website’s “About Us” page.
› Shortened Summary (132 words, 849 characters) MicroTek is the largest owner and operator of classroom facilities in North America, making us a leader in the delivery of training room rentals and customized training solutions. By having access to a network of more than 3,000 partnerships and offering a complete lineup of advanced services, we can successfully execute any type of training event, anywhere in the world. Plus, we offer a full-range of specialized features, including courseware delivery, project management and on-site technology assistance. By tailoring these resources, we can provide our clients with the support that they need to have a stress-free experience. So whether you’re planning a one-day meeting or a year-long training rollout, you can rely on MicroTek to build a comprehensive roadmap for your event. Finding the right solution is complicated. We make it simple. The shortened summary was specifically written in MicroTek’s tone of voice and should be used to depict our personality. It should be applied in less formal contexts than the former two messages. The Marketing Department can be contacted at any time if you are having trouble choosing the proper message.
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SERVICE LISTING ›
Facilities Renting a training space should be simple. We can help. If you're looking to execute an effective training session in a world-class facility, you've come to the right place. MicroTek owns and operates high-quality computer training facilities throughout North America and has access to a network of more than 3,000 training sites worldwide.
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Room Rentals A complete room rental package. As the leading provider of training room rentals in the country, MicroTek knows exactly what a quality room rental should include. That's why we've bundled everything you'll need to host a successful training event into one convenient package. Our all-inclusive model delivers everything you could possibly want in a training room, eliminating the need for you to pick and choose between services.
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Amenities A great student experience. As a leader in the training room rental industry, MicroTek knows how important it is for your students to be comfortable in order to have a great learning experience. That’s why we provide a fullrange of amenities at our training sites, supplying your students with everything they’ll need in one convenient place. From computer work stations to fresh, catered lunches, we offer features that you won’t find anywhere else.
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Technology Better technology for a better training experience. MicroTek uses the latest training technology available in all of our classrooms, which provides an exceptional user experience for both instructors and students. Each one of our facilities is outfitted with the most advanced computer hardware available and the latest high-tech teaching equipment, including remote user access capabilities.
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Training Materials Having the right training material is critical. We get it. One point of contact, one service system and one invoice. That’s the simplicity you can count on when using MicroTek’s training material printing and distribution services. Our proprietary ordering and delivery process gets your students the materials they need, when they need them. Whether you're printing a thousand training manuals or a few customized learning kits, your project manager will walk you through the entire ordering process, from beginning to end.
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Instructors Expert instructors for a superior learning experience. MicroTek knows how challenging it can be to find qualified instructors and moderators for your training event or meeting. Whether you need just one instructor to supplement your training team or hundreds to support a large-scale training project, our database contains thousands of qualified trainers who are experts on a wide range of topics.
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Project Implementation Implementing a large-scale training event is complicated. We make it simple. MicroTek has the resources to plan and successfully execute every aspect of your large-scale training event. Whether your project requires a multiple phase approach or a single-step solution, we’ll tap into our full range of advanced services to customize a comprehensive training logistics plan that’s right for you.
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Meeting Services It's more than just a place to meet. We understand. Planning a meeting can be time consuming and stressful. That’s why MicroTek specializes in helping clients navigate through the complexities of organizing a corporate
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event. With years of industry experience, MicroTek's meeting coordination team can take over all of your planning responsibilities, right down to the very last detail. ›
Registration An easy to follow process. From signup to confirmation. Making sure that your guests can easily register for their event is an important part of the meeting planning process. MicroTek offers a variety of registration options to streamline the process. Our meetings planners can even build a customized registration portal for you, making it easy for your guests to sign up online and for you to track participant data.
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Virtual Labs When you need more than a physical classroom, we have the solution. To host a complex training lab yourself, your company would need to make a sizeable investment in the appropriate infrastructure to store all of the applications and images. MicroTek has an easier solution. Use our infrastructure, which has been specifically built for the IT training market, to virtually host your training lab.
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COPYWRITING Brand Personality ›
Straightforward Our messages are simple and to the point. We aren’t trying to impress people by using complex words and lengthy explanations. We want our customers to quickly and easily understand what we do. We use clear, concise language that you hear every day. We avoid “corporate speak” whenever possible.
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Friendly We want to have an open and honest conversation with our customers about what they’re looking for in a training provider. Maintaining and building relationships is of the utmost importance to us. We’re always available to chat and would be happy to assist our clients in any way possible.
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Confident We have been in the training industry for over 20 years, so we know what we’re doing. We’ve been successful because we’re good at what we do and are always willing to go that extra mile. Other companies try to compete with our services but simply can’t offer what we can.
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Flexible We focus firmly on our clients’ needs and will do whatever it takes to meet their requests. We don’t abide by hard and fast rules, so we can make exceptions when the circumstance calls for it. We have the resources to think outside of the box. Whatever it takes, we’ll get it done.
The brand personality is the image we project to the marketplace. Like clothing, it can be changed to fit current needs.
Copywriting Do’s and Don’ts ›
Write in first person
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Use contractions to shorten words
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Hyphenate compound adjectives
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Capitalize the first letter in a bulleted list
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Use a colon before introducing a bulleted list
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Only capitalize proper nouns
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Only capitalize MicroTek’s services when used as a header
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Use personal pronouns when referring to MicroTek (“we can help”)
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Do not use periods at the end of a sentence in bulleted list
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Use periods instead of dashes when writing phone numbers on printed and electronic collateral
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BRAND COMPONENTS Our corporate brand represents who we are to the world, so it is crucial that we both protect it. The sections that follow contain important information that you will need to know regarding the creative elements of the MicroTek brand, including logo components and examples of proper and improper applications.
Use the Brand Components Correctly It is very easy to overlook seemingly minor details when using various brand components, yet these types of mistakes can damage our brand and create roadblocks in reaching our objectives. Always adhere to the guidelines detailed in the following sections to guarantee smooth and successful implementation of the MicroTek brand. If you come across a MicroTek branding situation not addressed in this manual, please contact the Marketing Department.
Logo Components The logo should NEVER be copied and pasted from this document. To obtain a version of the logo, contact the Marketing Department. The MicroTek logo has a design and type treatment. It is a clean, simple and modern logo that has been updated to provide a more contemporary feel, consistent with the new strategic direction of the brand. The following guidelines and specifications define the logo – its elements, arrangement and color. Any customization must be approved by the Marketing Department. The MicroTek Logo is composed of three elements: 1. 2. 3.
The mark (which refers to the blue waves graphic element) The ‘MicroTek’ typography The tagline (in some instances)
Each element has been carefully selected, sized and positioned – combined together to make up the MicroTek logo.
TYPOGRAPHY
MARK
TAGLINE
When the logo is used, the typography for “MicroTek” and the “Training Solutions Simplified.” tagline have been modified such that they are artwork. No attempt should be made to typeset or recreate the logotype. The relative proportion and spatial relationship of the logo’s mark and tagline must remain constant and must be sized proportionately. Each element individually can never be repositioned, resized, or changed. To obtain a version of the logo, contact the Marketing Department.
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Logo Layout Guidelines Guidelines have been established to ensure the MicroTek logo remains visible and legible in all applications. Please keep in mind that all elements within the logo must reduce and enlarge as a unit. Do not alter the size of the tagline, mark or MicroTek typography for added visibility. ›
Artwork Digital files with .eps extensions should be used for printed materials. Digital files with .png extensions should be used for most documents and presentations. Digital files with .jpg extensions should be used primarily for on-screen viewing, ONLY on a white background. Minimum Print Resolution: Size logo at 100% at 300 dpi and save. Place logo in document at 100%. Minimum Web Resolution: Size the logo at 100% at a minimum of 72 dpi and save. Place on web at 100%.
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Application Size The logo is available in many sizes, please provide the Marketing Department with the size specifications you need.
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Minimum Size To ensure the tagline portion of the signature remains visible and legible, the logo with tagline may not be reduced below 1.6 inches wide (154 pixels width).
If you encounter a situation that requires the logo to be reproduced smaller than the minimum size guidelines, you must obtain approval from the Marketing Department.
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Clear Space A spacing unit designated as ‘X’ indicates the minimum clear space that must surround the logo in all reproductions. ‘X’ is always the height of the letter M in the word MicroTek. As the logo reduces and enlarges, the spacing unit ‘X’ also reduces and enlarges. Do not allow typography, graphics, photography or the edge of the page to encroach into this ‘X’ clear space.
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Logo Positive / Negative Use Guidelines for printing the logo in positive version (black logotype against a light background), and a negative version (white logotype against a dark background) are shown here. A simple rule of thumb is to ensure that the background provides enough contrast to the logotype for maximum visibility. The MicroTek logo text must always be either black or white. Positive Use
Negative Use
Use the positive logo against a white background or a light-colored, neutral background. The background must be light enough to display the tagline with adequate visibility.
Use the negative logo treatment against a black background, or a dark colored, neutral background. Avoid backgrounds that do not provide adequate contrast and visibility for the logo.
Primary Logo, Color
Primary Logo, Color
Primary Logo, B/W
Primary Logo, B/W
Alternate Logo, Color
Alternate Logo, Color
Alternate Logo, B/W
Alternate Logo, B/W
To obtain a version of the logo, contact the Marketing Department. The Marketing Department can be contacted at any time if you are unsure of which logo to use.
Logo Misuse
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Tagline The tagline is never to be represented in writing outside the logo artwork (i.e. being used as the title of a presentation). The only exception is for use in the corporate email signature (see the Corporate Email Signature section below) and other special circumstances determined by the Marketing Department. When written out, it should be italicized and include the period as seen here: Training Solutions Simplified.
Corporate Email Signature MicroTek’s corporate email signature should be included on all emails and must follow the standard format detailed below. Personalizing this signature in any way is strictly prohibited. Your Name Title MicroTek - www.mclabs.com Training Solutions Simplified. V: 111.222.3333 E: [email protected]
Color Palette Color is one of our most powerful visual assets. Apply our palette consistently and accurately to build even greater recognition and impact for our brand. The addition of green and orange add contrast to the MicroTek Blue of our logo to make up our Primary Color Palette. ›
Primary Colors
MicroTek Blue
MicroTek Gray
MicroTek Green
MicroTek Orange
RGB: 0, 90, 161 CMYK: 98, 63, 0, 10
RGB: 51, 51, 51 CMYK: 0, 0, 0, 80
RGB: 94, 132, 42 CMYK: 52, 7, 100, 35
RGB: 243, 110, 33 CMYK: 0, 71, 100, 0
Pantone # 2935C When applying our color palette, please consult the Marketing Department for ideas and best practices.
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FONT USAGE The fonts MicroTek uses are the Museo Sans and Arial family. Use of the Arial and Museo Sans type families ensures consistency with MicroTek’s logo and collateral material. The samples below provide a choice of weights and styles that enable you to communicate clearly and efficiently.
MicroTek’s primary font is the Museo Sans family and should be used on all MicroTek collateral. Collateral intended for reproduction or electronic distribution should be approved by the Marketing Department and distributed in PDF format. MicroTek’s secondary font is the Arial family which is acceptable to use in items like Word documents and presentations.
Typefaces
ABCDEFGHIJKLMNOPQRSTUVWXYZ Primary Font, Style: Museo Sans, 700 abcdefghijklmnopqrstuvwxyz 123456789!@#$%& Heading or Sub Heading
Secondary Font, Style:
Arial, Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@#$%&
ABCDEFGHIJKLMNOPQRSTUVWXYZ Primary Font, Style: Museo Sans, 300 abcdefghijklmnopqrstuvwxyz 123456789!@#$%& Body Copy
Secondary Font, Style:
Arial, Regular
MicroTek’s Corporate Identity and Brand Guidelines
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@#$%&
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PHOTO LIBRARY The images in our photo library are exclusive to MicroTek. They feature our employees, our facilities and our equipment. The library was created in this way to accurately reflect MicroTek’s core business, along with our values, and to set us apart from the competition. Therefore, these are the only images that should be used on MicroTek branded materials, including the corporate website. To protect these images from being distorted or stolen online, the Marketing Team is responsible for accessing and distributing them. If you would like to use an image from the photo library for a particular project, please contact the Marketing Department for assistance.
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