TERADATA 2015 PARTNERS
CONFERENCE & EXPO
BRANDED ST YLE GUIDE
Breaking Big
BREAKING BIG is an assertive, positive, and empowering theme that will resonate with and inspire the
PARTNERS target audience on multiple levels.
It represents:
CHANGE: It's time to rethink Big Data. BREAKING BIG represents a movement away – a break – from the
historical big data mindset and enables a new reality. We’re breaking the mold and moving towards what’s next.
CONTROL: Making the potential of big data even bigger, but making it work harder, doing more and getting
more value from the data. No one delivers more value from big data – we are the leaders. If you want to know
what’s coming next, PARTNERS is where you need to be.
This is the tone and these are the desires of our audience in 2015.
TERADATA 2015 PARTNERS CONFERENCE & EXPO BRANDED STYLE GUIDE
1
Word Mark
1-Color Version
2015 Theme Word Mark
The theme concept of Breaking Big alludes to universal concepts/sayings of “breaking away,”
“breaking out” and “breaking the mold,” all generally carrying positive associations about innovation,
differentiation, courage, significant progress, and exceptional performance. The motivation of the
word mark articulates these very attributes, “breakout” and “breaking the mold.” The rich
saturated colors provides a confident yet festive approach.
TERADATA 2015 PARTNERS CONFERENCE & EXPO BRANDED STYLE GUIDE
B/W Version (Reversed)
2
Sizing and Clear Space
1”
A. Clear Space
B. Clear Space (Circular)
C. Minimum Size
Keep the area equal to the width of the letter “B” of the
word mark around the logo clear of any graphic elements
or text. Leave at least this distance between the logo and
the edge of the layout.
The safe area is equal to the height of the “B” in Data,
surrounding a circle with the same diameter as the logo.
To maintain legibility of the word mark, it must be at least
1”. The word mark’s width determines the minimum size.
To maintain legibility, do not reproduce the logo any smaller than the minimum size.
TERADATA 2015 PARTNERS CONFERENCE & EXPO BRANDED STYLE GUIDE
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Sign-Off Lockup
A. Stacked
TERADATA 2015 PARTNERS
Conference & Expo | Anaheim, CA | Oct 18-22
TERADATA 2015 PARTNERS
Conference & Expo | Anaheim, CA | Oct 18-22
B. Horizontal
TERADATA 2015 PARTNERS CONFERENCE & EXPO BRANDED STYLE GUIDE
4
Extensions
Business
Analytics
Insight
Marketing
Discovery
Super Tracks
The extension names are represented by a defined color used within the assigned
Breaking Big color palette. When developing a specific design extension, the parent
color should be represented to help differentiate amongst the other extensions.
TERADATA 2015 PARTNERS CONFERENCE & EXPO BRANDED STYLE GUIDE
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Color Pallet
Primary Palette
EXTENDED
PRIMARY
The primary color palette serves as a foundational palette that works
universally across all of Breaking Big. Made up of diverse collection
of saturation, these colors will anchor and balance color expressions
when used with extended primary and secondary palettes.
PANTONE
660
PANTONE
360
PANTONE
1665
PANTONE
637
PANTONE
199
C M
Y K
76 47 0 0
R
G
B
61 125 202
C M
Y K
61 0 95 0
R
G
B
107 192
75
C M
Y K
0 85 100 0
R
G
B
240 78
35
C M
Y K
61 2
8 0
R
G
B
75 193 225
C M
Y K
10 100 79 2
R
G
B
214 30
60
HEX
3D7DCA
HEX
6BC04B
HEX
F04E23
HEX
4BC1E1
HEX
D61E3C
Secondary Palette
SECONDARY
Secondary supplemental base colors span into the Teradata branding color pallet. These colors have been selected as a foundation
from which to build and evolve.
TERADATA 2015 PARTNERS CONFERENCE & EXPO BRANDED STYLE GUIDE
PANTONE
7413
PANTONE
425
PANTONE
428
C M
Y K
0 53 100 4
R
G
B
236 136
29
C M
Y K
0
0
0 77
R
G
B
226 227 231
C M
Y K
14 11
11 0
R
G
B
216 216 216
HEX
EC881D
HEX
9A9B9D
HEX
D8D8D8
6
Typography
Roboto Slab Thin
Brandon Thin
Robotoa Slab Light
Brandon Light
Roboto Slab Regular
Brandon Regular
Roboto Slab Bold
Brandon Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Arial
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
C.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
A.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Brandon Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Brandon Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
B.
A. Roboto Slab
(Headline)
Roboto has a dual nature. It has a mechanical skeleton and
the forms are largely geometric. At the same time, the font
features friendly and open curves. While some grotesques
distort their letterforms to force a rigid rhythm,
Roboto doesn’t compromise, allowing letters to be settled
into their natural width. This makes for a more natural
reading rhythm more commonly found in humanist and
serif types.
TERADATA 2015 PARTNERS CONFERENCE & EXPO BRANDED STYLE GUIDE
B. Brandon
(Body Copy - Optional Headline)
Brandon is a clean, versatile typeface with many sizes and
weights that we can use for print, application, or context.
Please do not use any substitutes.
Brandon Regular works well for display copy. Brandon Bold,
Medium or even Light are acceptable alternates.
C. Arial
Arial is the font to be used for digital usage, in email, in
Microsoft® Office applications like PowerPoint or Word,
or when translating into languages with characters not
available in Brandon. However, Arial should never be used
in professional print communications or signage. In these
cases, Brandon must be used.
Brandon Regular and Medium are the most legible and will
work at smaller point sizes. If emphasis is needed in a
specific word or line, Medium or Bold should be used.
7
Key Art
Data Splash
Inspired by the endless mutations in data-dynamics, data algorithms
and data structures, the Data Splash theme celebrates the organic
mixture of artistic styling with technology. Our world is now a virtual
data rain forest. It’s messy, colorful, and alive. Because data
continuously surrounds us at every moment we’ve established a
symbiotic relationship with it – and it’s an essential part of our lives
and who we are.
TERADATA 2015 PARTNERS CONFERENCE & EXPO BRANDED STYLE GUIDE
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Key Art
Data Splash
The data splash is paired with an individual representative of the
PARTNERS audience.
TERADATA 2015 PARTNERS CONFERENCE & EXPO BRANDED STYLE GUIDE
9
Contact
For access to key assets please contact:
Katie Fleischman
Client Account Leader
WILSON
Repositioning Mature Brands
3060 South Tech Blvd. Dayton, OH 45342
(937) 291-4899
wilsonrebranding.com
TERADATA 2015 PARTNERS CONFERENCE & EXPO BRANDED STYLE GUIDE
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