营销策划 -Ubuntu品牌使用规范

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

themeforthenextfiveyearsislight,

thepreferreduseofthewordmarkiswhitetypographyonaflatorange-coloured

background.

Thesymbol-Thenewsymbolsimplifiesandsharpenstheoriginalcircle-of-friendsdesign.It’sleaner,morerefinedandmore

contemporary.Whereverpossible,the

symbolshouldalwaysappearaswhiteonaflatorange-colouredbackground.

THECANONICALLOGO

ThenewCanonicalbrandmarkissmart,

preciseandfocused.ItisclearlylinkedtoUbuntubutequallyclearlydi仟erentiated.

Thewordmark-TheCanonicalwordmark

adoptsthesamefontastheUbuntuword

mark,butusescapitalletters.Thepreferreduseofthewordmarkiswhitetypographyonaflataubergine-colouredbackground.

Thesymbol-Thenewsymbolplayson

theideasofCanonicalbeingfocusedandtargeted.Theseideasstronglyrelateto

ourcorevaluesofreliability,precisionandadroitness.SimilartoUbuntu,thesymbolshouldalwaysappearaswhiteonaflat

aubergine-colouredbackgroundwhereverpossible.

UbuntuBrandGuidelinesUbuntuandCanonical

Bridgingthegap

UBUNTUANDCANONICAL

Astrong,purposefulandvibrantidentityforUbuntuand

Canonicalarecentraltooursuccess.Inthepast,the

distinctivelookofUbuntulentitselfwelltopurecommunitymessaging,butitwashardtousethesameapproachfor

Canonical’scommercialservices.Weneededtomoveaway

fromaone-size-fits-allapproachanddefineaclear,recognisablewaytoengageeveryaudience.

UbuntuBrandGuidelinesOuraudience

Whoarewetalkingto?

Ubuntufacesaunique–andwelcome–challengeinappealingtoarangeofusers.Butthesedi仟erentusersexpect

di仟erentthings.Wehavedevelopedasystemwhichwillhelpdefinetherightlookandfeelfortherighttargetaudience.

Anewapproach

Wehaveidentifiedsixofourcoreaudiencesanddistilledthemintothreegroups.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,thepaletteismorerefinedandgrounded,withmuchmoreemphasisonaubergineasthecorecolour.

Forcorrectcolourspecificationsforprintandscreenuse,pleaserefertothecolourpaletteonpage00.

Forspecificexamples,pleaserefertothesection‘Howdoesitallcometogether?’.

UbuntuBrandGuidelinesTheUbuntudots

Connectingthedots

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

Alargeareaofwidelyspaceddotsonthepagesignalengineerorientationonly.

Asmallsetofwidelyspaceddotscanbeusedasa凡ourishtoaddtexturetothepage.

Forspecificexamples,pleaserefertothesection‘Howdoesitallcometogether’.

UbuntuBrandGuidelinesTheUbuntudots

Closelyspaceddots-Copytofollow…

Forspecificexamples,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-Emphasisonauberginewithanorangeflourish.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.Wheredoesthepieceofworkfitontheaudiencespectrum?

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.Wheredoesthepieceofworkfitontheaudiencespectrum?

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.

Wecanartificiallyhighlightpartofanimagewithorangeoraubergine.

Whensignallingcommunityinvolvement,weuseanorange-and-blackduotone.

WhensignallingCanonicalinvolvement,weuseanaubergine-and-blackduotone.

Inbothcases,wecanaccent,orhighlight,aportionoftheimageusingeitherorangeoroneofthelightershadesofaubergine.

Wecanaddadot-patternflourishtosignal

Canonicalownershipandre-enforcethebrand.

Textonphotographsshouldbewhite,eitherdirectlyonthedarkerportionoftheimage,oronadarkswatchofcolourplacedonto

theimage.

Youcanfindapprovedphotographicimagesfromourphotolibraryatwww…

CHECKLIST

1.Wheredoesthepieceofworkfitontheaudiencespectrum?

2.AmIusingtheduotonecorrectly?

3.AmIusingthecorrecttextcolour?

4.HaveIcroppedtheimageinthecorrectway?

5.HaveIusedimagesfromthecorrectsource?Pleaseseepages00to00fordetailedspecs.

UbuntuBrandGuidelinesOurassets

UbuntuBrandGuidelinesExamplesBanner

UbuntuBrandGuidelinesExamplesCDandCDpackaging

UbuntuBrandGuidelinesExamplesDatasheetandCasestudy

UbuntuBrandGuidelinesExamplesBooklet

UbuntuBrandGuidelinesExamplesServerBrochure

UbuntuBrandGuidelinesExamplesNotebook

UbuntuBrandGuidelinesExamplesMouse

UbuntuBrandGuidelinesExamplesHoodedSweatshirt

UbuntuBrandGuidelinesContents

THEBRANDMARK

Thebrandmark

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CircleofFriends

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Colourways

Thebrandmark

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CircleofFriends

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Exclusionzone

Thebrandmark

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CircleofFriends

00

Minimumsizeandsmalluse

00

Positionalguides

00

Incorrectuse

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Exceptionalusebrandmarks

Stackedversion

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Exclusionzoneand

minimumsize

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Verticalversion

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THEBRANDELEMENTS

Colourpalette

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Typography

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Toneofvoice

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Graphicdotdevice

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Pictograms

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Imagery

Photography

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Diagrams

00

HOWDOESITALLCOMETOGETHER?

Advertising

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Printcollateral

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Banners

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CDandCDpackaging

00

Section

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ANDNOWFORTHEDETAIL

Datasheets

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Casestudies

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Brochures

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Whitepaper

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Stationery

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Banners

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CDandCDpackaging

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FILESTRUCTUREANDCONTACTS

Filestructure

Namingsystem

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Colourwaychart

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Contactinformation

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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.Fordetailedcolourspecificationsrefertopage14.

UbuntuBrandGuidelinesColourwaysCircleofFriends00

whiteandorangeorangewhiteblack

AVAILABLECOLOURWAYS

TheCircleofFriendsissuppliedasPantoneandCMYKversionsforprint,andHEXversionsforweb.ItcanonlybeusedononeoftheUbuntucolours,shownonpage14.

Neverchangeanyofthecoloursinthebrandmark.Fordetailedcolourspecificationsrefertopage14.

UbuntuBrandGuidelinesExclusionzoneThebrandmark00

DEFININGTHEEXCLUSIONZONE

TheUbuntubrandmarkmustalwayshaveaclearareasurroundingit,freefromanyotherelement.

Todefinethisarea,measuretheheightoftheroundel

andusehalfthismeasuretocreatetheboundaryofclearspacearoundthebrandmark.

UbuntuBrandGuidelinesSurroundingspaceCircleofFriends00

DEFININGTHEEXCLUSIONZONE

TheCircleofFriends,whenusedonitsown,mustalwayshaveaclearareasurroundingit,freefromanyotherelement.

Todefinethisarea,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.

Todefinethisarea,measuretheheightoftheroundel

anduseaquarterofthismeasuretocreatetheboundaryofclearspacearoundthebrandmark.

MINIMUMSIZE

Standardstackedversion

Thestandardversionofthebrandmarkmustneverbeusedatawidthlessthan71mm,asshownabove.

No®version

Belowthewidthof71mm,thenoregisteredtrademarkversionmustbeused.Itnustneverbeusedatawidthlessthan8mm.

UbuntuBrandGuidelinesExceptionalusebrandmarksVerticalversion00

THEUBUNTUVERTICALBRANDMARK

Forexceptionalcircumstances,e.g.largeportraitbanners,averticalversionofthebrandmarkhasbe