How We Look.
How welook.
This is a guide to the basic elementsthat make up Skype. Have a read, it willhelp you get to know us a little better.04 Our logo08 Our typeface12 Our colours14 Our strapline18 Clouds22 Illustrations44 Rainbows48 Putting clouds and rainbows together50 Photography74 Photography usage76 Putting it all together78 How it can all go wrong88 Skype Pro92 To our partners93 A final thought
Our logo is a very valuable asset.We must treat it nicely. Never abuseour logo, it doesn’t have arms so itcan’t fight back (our lawyers however,are another story).01 Print logoThis logo is to be used for all printed collateralincluding all printed publications, advertising,billboards, posters, flyers and product packaging.Both these logos are availablein a negative version.02 Screen logoThis is our logo to be used for all screen work,including websites, banners and presentations.Please make sure you are using the latestversion as we have made it 17% nicer thanthe earlier version.0 50332 A1 SKYPE Look 230x280.indd4 423/5/07 13:12:18
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Do’s and don’ts. You wouldn’t wearone blue and one orange sock.Take a moment to think about howyou apply the Skype logo.We’re not a rules and regulations kind of company,nonetheless here are some examples of whatwe think is cool and what should be punishableby a red-hot poker to the buttocks.01 Space around the logoAlways leave the logo somespace to breathe. Use whiteor neutral backgrounds.02 If the unavoidable happens If it’s unavoidable to sit theSkype logo on a colour(we prefer Skype blue) ora photo, use the negative logo.03 Red alert!Do not sit the logo onyucky colours.04 Not coolDo not use the negativelogo on backgrounds thatare too light or cluttered.05 Not rightDo not rotate the logo.06 Not outstandingDo not add embellishments likedrop-shadows, embossings etc.to the logo.06
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Our typeface. Print.ChaletbookThe Chaletbook type family is our corporate font.Not that any of us wear suits too often.Chaletbook is a nice, simple font, good foranything from headlines to text. Use Chaletbookwherever nopqrstuvwxyz(.,:;?! &@*) 012345678908
Chaletbook BoldChaletbook also comes in bold.It’s called Chaletbook Bold.You will need to adjust the kerning a bit.The larger Chaletbook gets, the more tightlyit needs to be pqrstuvwxyz(.,:;?! &@*) 01234567890950332 A1 SKYPE Look 230x280.indd9 923/5/07 13:12:58
Our typeface. Online.PCArial BoldHeadlines (20 – 30px)HEX #000000TahomaBody copy (12px)HEX #666666Aa wxyz(.,:;?! &@*) opqrstuvwxyz(.,:;?! &@*) 01234567891050332 A1 SKYPE Look 230x280.indd10 1023/5/07 13:14:38
MacHelvetica BoldHeadlines (20 – 30px)HEX #000000Lucida GrandeBody copy (12px)HEX #666666Aa wxyz(.,:;?! &@*) opqrstuvwxyz(.,:;?! &@*) 01234567891150332 A1 SKYPE Look 230x280.indd11 1123/5/07 13:14:58
Our colours are what give usour personality. We’re bright,bold, colourful and confident.They’re simply loud and clear.These are our primarycolours for text and headers.Skype BlueSkype TextPantone Pro. Cyan CCMYK 100/0/0/0RGB 0/175/240HEX #00AFF0100% General Use50% Strapline20% BoxesCool Gray 9 CCMYK 0/0/0/60RGB 130/130/130HEX #666666Note You can only reproduce the Skype logo using Skype Blue.Oh yeah, we really don’t like black, so if it can be avoided avoid it!1250332 A1 SKYPE Look 230x280.indd12 1223/5/07 13:15:45
These colours only appear in rainbows.Skype YellowSkype GreenSkype OrangeSkype PurplePantone 116 CCMYK 0/10/100/0RGB 255/205/0HEX #FFCD00Pantone 376 CCMYK 55/5/100/0RGB 135/200/10HEX #87C80APantone 151 CCMYK 0/60/100/0RGB 255/115/0HEX #FF7300Pantone 254 CCMYK 55/100/5/0RGB 140/40/140HEX #8C288C13
“Take a deep breath ”This is our main strapline in English.Wherever possible, the Skype logo should appear with the strapline.The logo has been set in a number of different formats. Pick the one that best suits the usage.“Take a deep breath” is only our English language strapline. For international use, we’re applyinga different line. See the next page for international straplines.01 Strapline – align rightHouse font – Chaletbook Bold.Font size – 1/3 cap heightof logo. “Skype.com” – 50%of Skype blue. Never recreatethis line in another font.Spacing of the straplineThe strapline always sits theheight or the width of a cap ‘X’for consistency throughout.1402 Strapline – align belowHouse font – Chaletbook Bold.Font size – 1/4 cap heightof logo. “Skype.com” – 50%of Skype blue. Never recreatethis line in another font.03 / 04 StraplineHouse font – Chaletbook Bold.Font size – Cap height of logo.“Skype.com” – 50% of Skypeblue. Never recreate this linein another font.
01XTake a deep breath Skype.com02XTake a deep breath Skype.com0304Take a deep breath . Skype.comXXTake a deep breath . Skype.com15
HebrewArabicBraz PortugueseTurkishEU hArabicspeaking lovakianBulgaria.FrenchDutch.TurkishSkype ,.EU PortugueseSkype.com. Conversar éSpanishtudoKonu ma özgürlü ü.GermanSkype. Vamos falar?DanishSkype.Cuentame.SwedishSkype. Einfach reden NorwegianSkype. Vi tales ved.FinishSkype. Let's talkHungarianSkype. Snakk sammen ItalianSkype. JutellaanJapaneseSkype. Beszélgessünk! ype.comLet's talkDutchLet's talkChina (simplified).On s’appelle ?SimplifiedLet's talkKonu ma özgürSkype. Vamos fSkype.CuentamSkype. EinfachSkype. Vi talesSkype. Let's talkSkype. Snakk sSkype. JutellaanSkype. BeszélgSkype.ParliamoSkypeLet's talkLet's talkOn s’appelle ?Let's talk“Let’s talk.”International straplines.Skype.comSimplifiedChinese:China ionalCzech mSkype.comChinese:Chinese:
Italy.Japan.Skype.comSkype.comKorea, Netherlands, Slovakia and pe.comSkype.com17
Clouds have always been part of our logo,but we are now giving them a starring role.Clouds are a good way to represent freeconversations. They feel free and natural.They look cool.18
Say hello toclouds andrainbows.19
So, how are clouds made?The Skype logo is constructedfrom a series of circles, andfollowing that lead, our cloudsare to be constructed with thesame process.NoteCircles maketh the cloud.Use circles, any size andplacement and shape, butmake sure it looks cloudish.For goodness sake, don’t ever do what we just did to the logo.Unless for instructional purposes, like this one agreed?20Circles good, ellipses bad.Don’t use an ellipse toconstruct a cloud, we likethem round and circular,just like our logo.
Seriously though, it should still looklike a cloud or at least, cloudish.It’s not that difficult, but in case you missed whatwe’re getting at, we have some examples belowof good clouds and, well, rubbish ones.01 They don’t get better than this.Clouds with a nice balancebetween big and small circlesare ace.03 Cubist clouds?Unless they are part of theicon clouds shouldn’t havestraight edges.05 / 06 We don’t do uniform.Just because you have to usecircles doesn’t mean they haveto all be the same size, you canmix it up.02 Our logo is fine as it is.It doesn’t need reinventing.If using a logo within a cloud,do not eliminate our logocloud shape.04 We need clouds, not flowersThere’s a fine line between whatlooks like a cloud (good) andflowers or sheep (baahd!).01030502040621
Wait, there is another stage in constructinga cloud illustrations.Our illustrations are all about visualising the richness ofconversation. So once you have your basic cloud shapeyou can incorporate some illustrations to the cloud.Here are the sets of illustrations we’ve developed To download illustrations, visit the brand siteat skype.com/go/brand(user name: skype, password: br4nd).22
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Illustrations. Business.24
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Illustrations. Families.26
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Illustrations. Students.28
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Illustrations. Local.France.Germany.Italy.30
Japan.UK.US.31
Illustrations. Seasonal.St Patrick’s Day.Mother’s Day.Father’s Day.32
Valentine’s Day.Halloween.Christmas / Holiday / Thanksgiving.33
Illustrations. Cloud embellishments.34
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Illustrations. Products.SkypeIn.SkypeOut.36
Skype Voicemail.Call Forwarding.37
All you have to do is puttwo and two together.So you have your cloud and youhave all our illustrations. The nextstep is combining them.Clouds and illustrations what a team.When selecting which illustrations to usetry to think of what is appropriate for thetarget audience.Easy does it.When adding icons to a cloud be careful youdon’t overload the thing. You only need usea few illustrations, at the end of the day it shouldlook simple. Last thing we want is a big heavycloud. Check the next page you’ll see whatwe’re on about.38
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And there it is.40
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Keep it simple and uncluttered.What we want is a good balance between a nice cloud and some illustrations.At the end of the day what goes in the cloud is up to you, but try to make it somewhatrelevant to the subject. Use the illustration banks to help with your selection.4201 Nice.It’s all we ask for, clouds that areuncluttered and simple. Like here.03 Scale.It is crucial with illustrations. Wedon’t like attention seekers here.02 Woa.This cloud ain’t big enoughfor all of us. We can’t stressenough, don’t go crazy withthe illustrations, a few is good,loads isn’t.04 Quick, it’s getting away!All illustrations need to beanchored to a cloud. We don’twant any floaters here, thanks.05 Exceptions to the law.As always, there are goingto be exceptions. If theillustration was createdwith extra bits it’s okay.
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Rainbows enter,the lines of communication.These lines are ways of linking and connecting clouds, while addingcolour to our communication. The colours all stem from our secondarycorporate colours.01 SmallSometimes you only need asmall line of communication.4402 MediumWhen the gap is a littlelarger, use the medium line.03 LargeAnd at times the gapis big, so use the big one.
01 Yellow SetCMYK 0/10/100/0RGB 255/205/0HEX #FFCD0002 Green SetCMYK 55/5/100/0RGB 135/200/10HEX #87C80A03 Orange SetCMYK 0/60/100/0RGB 255/115/0HEX #FF730004 Purple SetCMYK 55/100/5/0RGB 140/40/140HEX #8C288CCMYK 0/5/90/0RGB 255/231/46HEX #FFE72ECMYK 35/0/90/0RGB 177/211/74HEX #B1D34ACMYK 0/45/100/0RGB 249/156/28HEX #F99C1CCMYK 0/90/0/0RGB 238/62/150HEX #EE3E96CMYK 0/0/75/0RGB 255/244/96HEX #FFF460CMYK 20/0/95/0RGB 214/223/50HEX #D6DF32CMYK 0/15/90/0RGB 255/213/49HEX #FFD531CMYK 0/70/0/0RGB 241/115/172HEX #F173ACCMYK 0/0/35/0RGB 255/249/184HEX #FFF9B8CMYK 15/0/55/0RGB 222/231/145HEX #DEE791CMYK 0/0/80/0RGB 255/243/80HEX #FFF350CMYK 0/50/0/0RGB 244/153/193HEX #F499C145
However it’s important not to get thelines of communication mixed up.Use only one rainbow perpiece. Or two maximum,if you have a lot of space.01 The colour is set.We have spent a gooddeal of time workingup these colours. It’simportant for consistencythat we stick to them.03 Err, that’s the wrong brand!Whilst we take pride inour new look we don’ttake that much Pride.Communication lines onlyuse the four set colourways.02 Four bars and that’s it.The lines only havefour colours in them.Not five, not three,two or one. Four.04 ScaleBe sure to use the correctsize line, the last thingwe want are tiny little lines,where we can’t seethe colour.05 ArcNever let the rainbowdo a full arc. It makesus look like hippies.Not that we have anythingagainst hippies.46
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All together now The lines of communication are designed to move the eye to differentpoints in a layout. Think of them just like one of those bouncing ballthingies that help you out when you’re singing karaoke.If you don’t know what we’re talking about drop everything and findthe nearest karaoke bar.48
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There’s even more.Introducing: Photography.The cloud should be the heart of all Skype communications,but there will be times when we need to introduce more.When we use photography, Skype images are warm and real.The images should capture people mid conversation. The photographyshould always be full bleed and used on all above-the-line material.50
Consideration of the audience is also important.Skype has three key audiences, Business, Families and Students.BusinessStuffy people in suits,with their nose to thegrindstone, over workedand stressed out?We don’t think so.Business is all aboutcommunication andwe make that easier.FamiliesIn the modern worldfamilies come in all shapes,sizes and colours. Thefamily unit can be spreadall over the globe, oralternatively living in thesame street. Either waywe hope they use Skype.StudentsBeing a student is the timeof your life when you getout there, meet loads ofpeople, maybe grow yourhair long and cut loose a bit. Being a studentis a time to be free asa bird.51
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Business53
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Business55
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Business57
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Business59
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Families61
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Families63
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Families65
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Students67
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Students69
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Students71
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Students73
Photography usage. The rules.Skype has worldwide usage rights on all these images on all printedmaterial including point-of-sale, outdoor, press and online until March 2009.DownloadsLow resolution images are available on skype.com/go/brand(user name: skype, password: br4nd).Hi-res versions must be requested from brandphotography@skype.net74
Using your own photography.There may be times when you wish to commission your own photography or buy photography froma stock photography library.When that urge strikes you, then ask yourself these questions: Does the image feel natural, observed and shot on a real location(as opposed to in a studio)? Is the image full colour and free of any treatment(i.e. duotone, posterisation, cross-processed, etc.)? Does the image feature more than one person? Does the image feel unique and not like a stock shot? Are people in the image engaged in conversation or focusedon the same thing? Do the people in the image feel approachable would youintroduce them to your mother?If you answer “Yes!” to all these questions, congratulations! You have found yourself an image to use.All material must be submitted to brandphotography@skype.net for approval prior to publication.A final sample is requested.75
Putting itall togetherIt’s all here now: type, illustration,photography and strapline.76
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But, are you sure that’sthe right place for it?It seems easy enough, and that’s because it is. However we askthat you consider where the clouds are placed on a layout.The previous page was a good example of a nice layout,with good cloud placement the pages that immediatelyfollow this one have some examples of how good cloudscan go bad and a few things to keep in mind.78
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My face, my face, my beautiful face!As we said, placement can make or break acomposition. This example not only broke it,it threw it to the ground and did a littledance afterwards.80
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This is SO wrong.Only use white clouds on photography.Watch where the rainbows go, too.82
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Never reverse copy out of an image.84
When photography is used inthe background, type shouldalways sit on a cloud.85
When possible, if a cloud can be anchored toan edge that would be good. If not, it’s alright,but better if you can.86
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Skype Pro.We have a special identity set for Skype Pro. We want Skype Pro to look aliveand special – an even richer Skype experience. The differences between themain identity are subtle but important.Skype ProThe all-in-one Skype package.Five months for 10Pay nothing per minuteto local landlinesUpgradeto SkypeProSkypeIn number discountsHere’s an example of howprofessional we can look.But please don’t copyand paste this ad or usethis content as is, sinceSkype Pro is a rapidlyevolving product and willhave changed betweenus writing this and youreading it.See the marketing teamfor the latest information.CloudsYou don’t need to worry about adding illustrationsto the clouds. They’re fine as they are.The clouds should always be white and sit onthis shiny blue gradient. We think it makes thebackground look 3-dimensional and rather fetching.88RainbowThere are a whole new lot of illustrations youcan use to embellish the rainbow. They can beany colour as long as it’s the yellow mentionedon the page opposite.Use the embellishments freely but be carefulnot to overdo it.
ColoursThese colours only appear in rainbows and embellishments around them.CMYK 0/10/100/0RGB 255/205/0HEX #FFCD00CMYK 0/5/90/0RGB 255/231/46HEX #FFE72ECMYK 0/0/75/0RGB 255/249/184HEX #FFF460CMYK 0/0/35/0RGB 255/249/184HEX #FFF9B8BackgroundCMYK 100/40/0/0RGB 0/125/197HEX #007DC5CMYK 100/0/0/0RGB 0/175/240HEX #00AFF0Illustrations89
So that’s Skype, we hopethis has given you some ideaof what we aim for with ourbrand communication.90
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To our partners.These guidelines are for the use of Skype design teams and agencies only.Please refer to our partner wiki for guidelines specific to the work you areproducing, be it an event, retail signage or packaging.You can request information about our partner wiki from your regular contactperson at Skype.Thank you and keep up the great work.92
A final thought.If you’re ever in doubt, just refer back to this document.We don’t ask for much, just a little love and respect forour brand.We think it’s a pretty flexible system that allows creativity,so give it your best shot.And make us proud.A different view.The Skype Brand Book can also be viewed online.Please visit skype.com/go/brand(user name: skype, password: br4nd).93
50332_A1_SKYPE_Look_230x280.indd4 4 23/5/07 13:12:18. 05 01 02. 06 We’re not a rules and regulations kind of company, . Turkish Konu ma özgürlü ü. EU Portuguese Skype. Vamos falar? Spanish Skype
tentive and wary. The same animal may well look at other . 5 . WHY LOOk AT ANIMALS? species in the same way. He does not reserve a special look for man. But by no other species except man will the animal's look . be . recognised as familiar. Other animals are held by the look. Man becomes aware of himself returning the look.
Your own provincial exam and unit test will include questions similar to the ones in this booklet! 2. RESIST THE. URGE. TO LOOK AT THE ANSWER KEY until you have given all the questions in the section your best effort. Don’t do one question, then look at the key, then do another and look at the key, and so on. Each time you look at one answer .
Microsoft has introduced look book templates and pre-built web parts to simplify and accelerate the build of an organization’s intranet. The Look Book Templates Microsoft has released 18 look book site templates that can be used to create a SharePoint Online intranet. Look book templates come with pre-configured pages loaded with webparts,
want to know what the future of the United States will look like, look to Florida today. We would add: If you want to know what the future of higher education should look like, look to Florida State University today. We are an institution that delivers every day—in measura
Words and music by for children'choir (unisson) and/or mixed choir (SATB) 1 Look at the world John RUTTER 5 9 13 Piano Pia. S. Pia. S. Pia. 22 22 1. Look at the world, Look at the world, ev 'ry thing all a round us: and mar vel ev 'ry day. Brightly 66 leggiero CHILDREN (or SOPRANO) mise
Had my eyes dazzled by the shimmering track of beams, Look’d at the fine centrifugal spokes of light round the shape of my head in the sunlit water, Look’d on the haze on the hills southward and south-westward, Look’d on the vapor as it flew in fleeces tinged with violet, Look’d toward the lower bay to notice the vessels arriving,
shimano dura ace r 9100 ( xs-s 170 / m-l 172,5 / xl 175 ) shimano dura ace r 9100 11x28 look aeropost 3. carbon 400 mm selle italia slr boost superflow carbon keramic look ads ( xs 90 / s 100 / m-l 110 / xl 120 ) look adh 1.2 carbon ( xs 38 / s 40 / m-l 42 / xl 44 ) corima 47 mm ws black dx disc shimano dura ace di2 r 9170 shimano dura ace di2 .
May 14, 2017 · Look at the World John Rutter Look at the world, everything all around us; look at the world, and marvel every day. Look at the world: so many joys and wonders, so many miracles along the way. Praise to thee, O Lord, for all creation, give us thankful hearts, that we may see: all the gifts we share, and every blessing, all things come of thee.
