SAS Brand Creative Guide

SAS Brand CREATIVE GUIDE

ContentsIntroduction.3Brand Imagery. 25Sample Paid Social Ads. 48Brand Identity.4Portraits. 26Sample Tradeshow Rollshades. 49Identity Overview. 5People Using Devices. 27Sample Tradeshow Exhibit. 50Essential Elements. 6People in Industry Settings. 28Sample Emails. 51Where to Start. 7Environments, Landscapes, Cityscapes. 29Sample Landing Page. 52Logo.8Objects. 30Sample Webinar Landing Page. 53Preferred. 9Screenshots on Devices. 31Sample On24 Webinar Interface. 54Color Fields. 10Black and White. 32Sample Collateral. 55Options. 11Color Overlay. 33Sample Presentations. 56S-Mark. 12Incorrect Application. 34Sample Video and Animation. 57Spacing . 13Illustration. 35Swag. 58Application. 14Illustrations: Radiance. 36Swag: T-Shirts. 59Incorrect Applications. 15Illustrations: Lumina. 37Swag: Phrases. 60Color. 16Illustrations: Epiphany. 38Swag: Stickers and Buttons. 61Software Interface Color. 17Icons. 39Campaigns. 65 Color Palette. 18Textures. 40The SAS Brand Starts With You. 66Gradients. 19Textures. 41Typography. 20Voice. 42Avenir Next. 21Voice Attributes. 43Typography Principles. 22Voice Applications. 44Typography Application. 23Creative Application. 45Typography Samples. 24Application Principles. 46 SASSample Display Advertising. 472 SAS BRAND CREATIVE GUIDEQuestions?Visit brand.sas.comContact sas.brand@sas.com

IntroductionThis guide is about ourbrand creative: what it is,why it matters, and most ofall, how you can use it tostrengthen SAS with everycommunication you create.Our brand is a direct representationFrom the start, SAS was built on aof who we are. It lives in our wordscommitment to be the gold standard inand images, our behavior and in everyanalytics, thought leadership and highlydecision we make. It’s an ongoingpersonalized customer experiences.story — and when we all express thatOur brand creative plays a big partstory consistently and meaningfully,in fulfilling that goal. By using thiswe strengthen our messages, ourguide and the assets available on thereputation and our ability to connectBrand site, you can convey our brandwith more audiences.personality traits of smart, caring, boldand trustworthy — making the SAS brandexperience even better.3 SAS BRAND CREATIVE GUIDE

Brand IdentityWe have designed the elements of this guide to help establish thelook and feel of the SAS brand. Together, we can create consistentcreative communications that reflect our brand personality.4 SAS BRAND CREATIVE GUIDE

Identity OverviewOur brand identity is so much more than ourlogo or tagline. It’s the complete collection ofelements that represent everything about whowe are and how we want people to perceiveus. It’s a cohesive system that’s made up ofmany pieces and parts. And no matter how weexpress it, all of those things must work togetherto support the message that SAS is here to helpcustomers transform a world of data into a worldof intelligence.5 SAS BRAND CREATIVE GUIDEIdeally, how people think of SAS should alignwith our own aspirations. We strive to be acompany that gives people The Power to Know, using the world’s most advanced analytics.When our customers understand and sharethat vision, our branding work will succeed. Wemust engage in active and purposeful brandmanagement. By defining first what our creativeaspirations are, we can influence the perceptionswe want our customers to have.

Essential ElementsWhat are the essentials ofour brand identity system?We communicate in words and images. We use colorsand icons. We have a distinctive typeface. And we have anorganized approach to the way we treat our logo and tagline.All of these elements, when combined with intention, meaningand purpose, can shape the way people perceive SAS — fromour customers to our partners; from analysts to our employees.6 SAS BRAND CREATIVE GUIDE

Where to StartBe Bold and Stand OutBegin With the CustomerWork With a Smart CreativeThe SAS brand identity builds upon a solidYour audience counts on you toNot all of us are professional designers,foundation of 40 years of brand work.communicate timely, relevant informationwriters or video producers. So weOur creative features rich, jewel-tonedin their language and in the channels theyrecommend you find a creative partnercolors with messaging that is clever andfrequent. Of course, what you say and howto help bring your brand ideas andconversational. Our goal is to put a humanyou say it depends on what you’re tryingstories to life. We highly encourage youlens on the technical, complex world ofto accomplish. This guide is designed toto share this book with them, so theydata and analytics. Use this guide to pursuegive you a flexible yet powerful toolkit tounderstand our brand and guidelines.unique approaches that reach customers incommunicate the SAS brand. If you focusBy doing this, you can ensure any projectpersonal, relevant and exciting ways.on your customers' needs, you can delightwill have a great chance of meeting yourand inform them in a way that builds ourcommunication goals, while pleasingbrand in consistent, compelling ways.your audience and reinforcing our brand.7 SAS BRAND CREATIVE GUIDE

SAS Logo The SAS logo is our company’s distinctive visual identifier.It’s the quickest way to say SAS — a shorthand version ofour brand. It sparks instant recognition. It’s our stampof approval, endorsement and recommendation.We protect it and use it with care and consistency.8 SAS BRAND CREATIVE GUIDE

LogoPreferredREVERSED LOGO: PREFERRED APPLICATIONMany of our communications use colorfields in the design to provide varietyand emphasis and to help us highlightthe SAS logo. When using the logo on acolor background, the logo is reversedto white.Color FieldsNo Color tal signsOffice signsPrint signsSwagEmail blastsSponsorshipsPrint and online adsSocial graphicsTradeshow booths9 SAS BRAND CREATIVE GUIDEThe reversed logo may be placed on a field of color in midnight blue or any of the vibrant colors, except yellow.

LogoColor FieldsBecause the dimensions of the color fields vary, we do not provide a set of logos on the different color fields. Instead, color fields should becreated within the design, layout or authoring program that you are using.Online Ad LayoutCollateral Layout10 SAS BRAND CREATIVE GUIDEEmail LayoutPresentation Layout

LogoOptionsMIDNIGHT LOGOWe use our logo in a consistent way, butwe recognize the need for variation. Colorfields may not always be desirable in adesign. Or a white background may beShould only be used on a white background.Preferred option.BLACK LOGOthe only option. By using the defined setof options here, we achieve consistencywhile allowing the flexibility to best reflectour brand in different scenarios.Should only be used on a white background.For single color applications where the logo will be used on a light background, our preferred color is black.WHITE LOGOShould only be used on a dark background.CLASSIC LOGOThis is our preferred color format for corporate materials (building signage and stationery)with a SAS Classic Blue S-mark in Pantone 285 or process equivalents and black word mark.11 SAS BRAND CREATIVE GUIDEThis logo is for specific request only.

LogoS-MarkRESPONSIVE LOGOThe rise of mobile browsing, social media andresponsive design have made it more necessarythan ever to distill a logo to its most essentialform, often times a single letter or mark. Think ofBANNERFacebook and Twitter apps.SAS Application Name - Verb Name RESPONSIVE LOGO COLOR OPTIONSOPEN APP SWITCHER MENU HomeEXAMPLE SCREENSAS Drive New Report Quick AccessReportsRecentsAppropriate uses include app icons, software interfacesand social media avatars. ActionsBanking RiskVerb Name Data Mining Rep. TargetsQuarter Dashboa. Regional Sales Analysis Report Sales Report Verb NameVerb NameVerb ts InfoProjects (5)Sort by:AdministrationIn these examples, the S-mark can stand alone because the full logo isVerb Nameused elsewhere or the name SAS appears in copy close in proximity.Verb NameGENERIC THUMBNAIL12 SAS BRAND CREATIVE GUIDE Model Studio Project EDM ProjectDate modified: 01/27/17Date modified: 01/27/17 EDM Project 02Date modified: 01/27/17 Model Studio Project EDM Project 03Date modified: 01/27/17Date modified: 01/27/17 Date

LogoPREFERRED SPACING: HEIGHT OF S-MARKSpacingTIGHT SPACING: 1/2 HEIGHT OF S-MARKWe give the logo the space it deserves.No other logo, image or text should comewithin the defined space displayed inthese examples. The preferred spacingis equal to the height of the logo. Whenplaced on a color block, the space aboveand below the logo should be consistent.However, horizontal spacing may vary.Spacing when logo is in color block.General Spacing.13 SAS BRAND CREATIVE GUIDETIGHT VERTICAL SPACING — When logo is in color block.

LogoApplicationIf you work from SAS templates, the logo has already been placed and sized correctly. But there are times when you will need to make yourown judgment about which logo to use. This page shows examples of different applications to guide your decision.Sponsorships and partnerships: Do not use the tagline. Use theblack or midnight logo to best match other logos on the page.Specialty items: Do not use the tagline. It does not alwaysreproduce well in embroidery, screen printing, debossing, etc.Social avatars: Do not use the tagline. Use the logo or S-markreversed from a colored field.Co-branding: Do not use the tagline. Use the midnight orBuilding signs: Do not use the tagline. Use the logo that worksbest with the surrounding architecture and color palette.Watermark effect: Use the slate logo when you want to gentlyintroduce the SAS brand. An opaque white is also acceptable.white logo to best match other logos.14 SAS BRAND CREATIVE GUIDE

LogoIncorrect ApplicationsINCORRECT APPLICATIONSWe encourage creativity in mostinstances, but not with the logo. Alwaysfollow the logo guidelines and use logofiles provided on our brand site.Do notrecolor the logo.Do notuse colors other thanwhite in the color field15 SAS BRAND CREATIVE GUIDEDo notadd a drop shadow to the logo.Do notadd a drop shadow or other effectsto the color field.Do notadd effects to the logo.Do notplace in a shape other than a color field.

ColorColor expresses a brand’s mood. Before people read a singleword, they see and feel it. Color stirs emotion instantly.Use it to evoke feeling, but understand that SAS isn’t aone-dimensional, one-color company. We’re a global brandwith a diverse yet cohesive color system that expressesour personality across cultures and contexts.16 SAS BRAND CREATIVE GUIDE

Software Interface ColorOur color palette starts with our software. The colors we use in our communicationsare the same ones our customers experience when they use our products.17 SAS BRAND CREATIVE GUIDE