2023 01 Brand Standards 3.0.pdf

BRAND GUIDELINES

TABLE OF CONTENTS

ABOUT DESCARTES

About Descartes

Uniting the People and Technology That Move The World

Descartes (Nasdaq:DSGX) (TSX:DSG) is the global leader in providing on-demand, software-as-a-service solutions focused on improving the productivity, performance and security of logistics-intensive businesses. Customers use our modular, software-as-a-service solutions to route, schedule, track and measure delivery resources; plan, allocate and execute shipments; rate, audit and pay transportation invoices; access global trade data; file customs and security documents for imports and exports; and complete numerous other logistics processes by participating in the world’s largest, collaborative multimodal logistics community. Our headquarters are in Waterloo, Ontario, Canada and we have offices and partners around the world. Learn more at www.descartes.com, and connect with us on LinkedIn and Twitter.

LOGOS

Logo

Our logo is our most valuable brand asset. It should remain consistent across our communication channels.

We have 4 versions of our company logo: Descartes Color, Descartes White with Blue Triad, Descartes Solid White and Descartes Solid Gray. Our color version should be used in the vast majority of circumstances. The blue triad contains a gradient (formula breakdown is below).

DESCARTES

Descartes Color Logo with Blue Triad

Descartes White Logo with Blue Triad

Product Logos

In addition to our company logo, we have 4 official versions of product logos: Descartes Color, Descartes White with Blue Triad, Descartes Solid Gray and Descartes Solid White. Our color version should be used in the vast majority of circumstances. Please note: the blue triad contains a gradient (formula breakdown is below).

Maintaining Clear Space

Always position the logo for maximum impact and give it plenty of room to help ensure visibility and legibility.

The minimum clear space for both the Descartes logo and the Descartes Product Logo is .25” (.635 cm). Understanding the clear-space rule is essential, as it is also the standard for logo position and scale on most of our white papers, eBooks and printed communications.

Incorrect Logo Usage

The Descartes logo and Product Logo are both visual representations of our company, and it is important that they remain consistent. The following examples are the most common misuses of our logos:

COLORS

Color

The Descartes color system has primary and secondary palettes, each with its own subgroupings of colors. The primary color palette (RGB, HEX, CMYK, and Pantone) should be used whenever possible.

Primary and Supplemental Colors

The primary and supplemental colors of the Descartes color system are Descartes Dark Blue, Descartes Light Blue, and Descartes Dark Gray. Descartes Dark Blue and Light Blue are the dominant colors and Dark Gray is the supplemental color.

Descartes Dark Blue

Descartes Light Blue

Descartes Dark Gray

Secondary and Accent Colors

In addition to the primary palette, the following secondary and accent colors may be used on Descartes materials:

Descartes Medium Blue

Descartes Light Green

Descartes Light Orange

Descartes Light Gray

Brand Color Variations

Variations of the Descartes colors can be used to add enhancement to charts and graphs, or any graphic where more accent color options are necessary.

TYPOGRAPHY

Typefaces

Typography provides a strong unifying element and helps convey a consistent brand image when extended across all marketing communications. The typefaces to be used across all Descartes material in layout such as PDF brochures, white papers, trade show materials and more are the Roboto and Roboto Condensed font families, which are both available as a free download from Google.

Roboto Typography Family

Roboto Condensed Typography Family

WORD TEMPLATES AND LETTERHEAD

Microsoft Word Typefaces

When creating documents in any Microsoft Office application, consistent use of typography is crucial.

The approved typefaces for Microsoft Office documents are Calibri and Calibri Light. These typefaces are included with Windows and MacOS.

Document Examples

Column Header 1 Column Header 2 Column Header 3 Column Header 4
Item Item Item Item
Item Item Item Item
Item Item Item Item

POWERPOINT TEMPLATES

PowerPoint Presentations

PowerPoint presentations are an important part of our communication efforts at Descartes. By using a consistent visual approach for presentations, you help maintain the integrity of the Descartes brand.

Guidelines for creating presentations

  1. Keep the text to a minimum.
  2. Be Consistent With Style Settings.
  3. Do not directly copy your outline.

EMAIL

Email Formatting

Email is a core communication for Descartes. In order to present a unified look in Descartes’ email communications, the following guidelines should be applied:

Email Signatures

ICONOGRAPHY

Iconography

Icons are a simple way to highlight and emphasize key messaging and content. They can be used to enhance content and communicate broader ideas without having to use too many words. Our solution icons are detailed below:

PHOTOGRAPHY

Photography

Our brand system uses photos with a photographic treatment applied to them to create a look that is unique to Descartes.

WHITE PAPERS

Guidelines for creating white papers

Descartes white papers are designed to position the company as a thought leader within the many industries that we serve. They combine our expert industry knowledge and extensive research into a document that allows readers to understand an issue or solve a problem.

PRODUCT SHEETS & BATTLE CARDS

Templates for product sheets

Our product sheets are intended to give a brief overview of a Descartes product that can be sent to potential customers.

CUSTOMER SUCCESS STORIES

Customer Success Stories

Our Customer Success Stories depict real-world examples of how a Descartes product was successfully implemented and how that product improved the customer’s business and operations.

INFOGRAPHICS

Guidelines for creating infographics

Infographics should be designed to allow the reader to quickly digest information.

PROMOTIONAL EMAILS

Guidelines for promotional emails

These are designed to let our customers know about a specific product, service, or event.

CUSTOM BACKGROUNDS AND COVER IMAGES

Custom Background and Cover Images

These images are another way for you to customize apps and services (such as LinkedIn and Teams) with the Descartes brand.

PRODUCT VIDEOS AND ANIMATIONS

Guidelines for product videos

Videos and animations are a vital part of our communications efforts.

SOCIAL MEDIA GRAPHICS

Guidelines for social media graphics

Social media is a vital component of our communications.

DIGITAL DISPLAY ADS & BANNERS

Guidelines for digital display ads

Digital display ads are essential for driving website traffic and generating leads.

TRADESHOW DISPLAYS, BANNERS & SIGNAGE

Signage and Banners Guidelines

Follow these guidelines for creating graphics for tradeshows and events.

QR CODES

QR Code Guidelines

QR Codes promote immediate interaction and engagement with our content.

CALL TO ACTION

BRAND INTEGRATION STRATEGY

Brand Integration Strategy

Whenever a company becomes part of the Descartes family, following guidelines should be followed in regard to brand transition.