Manual identidad corporativa

CORPORATE IDENTITY
Application Style Guide November, 2000

CORPORATE IDENTITY
A Company-wide Commitment

November 2000 A Corporate Identity for 2Wire

Corporate identity defines a company to itself as well as to the outside world. It is an investment in the company's future and helps lend credibility and professionalism to the enterprise. When a corporate identity lacks consistencyacross all executions, the company can suffer from "image schizophrenia". A strong corporate identity begins with the company's mark. It has been proven that the consistent application of a mark over a period of time far outweighs the value of the design itself. However, corporate identity is not just a logo or a name of a company. Corporate identity is what makes a company special and unique. Itexpresses the company's approach to business, its values and business culture. It is reflected in everything from the quality of the products and/or services, to the marketing strategies, communication media, and working environment. It enables the company to build recognition and loyalty among clients, to communicate its values and special approach to business in a memorable way, to establish abenchmark to set goals, and to give employees a sense of belonging to a team. Given the importance of a consistent corporate identity, it is crucial that policies and procedures regarding the identity are put in place and enforced. There must also be a commitment to maintaining the identity and brand as the company matures. To that end, we’ve developed the following Corporate Identity Application StyleGuide for 2Wire, Inc. If you have any questions in relation to this Style Guide or any of the policies included, please contact me directly for assistance. Regards,

Gloria Consola Marketing Communications Manager 2Wire, Inc. 1704 Automation Parkway San Jose, Ca. 95134 gconsola@2Wire.com 408.895.1271 p. 408.895.1371 f.

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CORPORATE IDENTITY
The Company Pyramid

Level 1 Corporate •Trademark • Tagline • Letterhead Suite • Application Style Guide • Facilities Signage, Interior and Exterior • Company Mailing Envelopes / Labels • Company Internal / External Communications Documents (Fax, Cover Page, Memo, Invoices, POs) • Corporate Capabilities Brochure • Corporate Briefs (Company Backgrounder, Mission Statements) • Public Relations Letterhead • Public Relations Support MaterialsLevel 2 Integrated Marketing / Advertising / Promotion • Website • Corporate Top-down Presentation • Annual and Quarterly Reports • Trade Show Booth • Direct Mail • Print and Web Advertising • Kinetic Logo (Presentations, Promotions, and Advertising) • Three-dimensional Logo (Presentations, Promotions, and Advertising) Level 3 Product • Product Identity • Product Sheets • Product Packaging • ProductDocumentation • Product Labels • Product Family Brochure • Sales Support Materials / Incentives • Business and technology Partners Support Materials • Testimonial/Success Stories

THE COMPANY PYRAMID Towards the creation of a comprehensive, unified, and practical design system for 2Wire, documents and other 2Wire materials have been organized into a three-level design system, the 2Wire DesignPyramid: Level 1 Corporate Level 2 Integrated Marketing, and Level 3 Product. What is the difference, and why three groups? Consider a pyramid. Corporate resides at the top, highest and most visible, but also generally the smallest population of material. The need for consistency of image and preserving 2Wire identity is critical the closer the material is to the “top.” There are just a few coreCorporate elements at the top, beginning with the corporate trademark. Supporting the structure at the base, much broader in area, is Product. These materials are allowed a broader brush in their efforts to inform and persuade in the most compelling way. A grid system has been developed to provide guidelines for layout of content within a graphic field. Specific typography fonts have been...