THE COLOR WHEEL
The relationship between our primary, secondary, and accent colors.
Always use at least one primary color.
Use secondary colors in conjunction with primary colors, as needed.
Accent colors should be used sparingly, only as “pops” of color.
How would you describe our brand green? Grass? Emerald? Chartreuse? This color confusion led to the practice of standardized formulas, both for printed and digitalized materials.
C 74 M 15 Y 100 K 2
R 80 G 158 B 47
C 100 M 23 Y 73 K 9
R 0 G 130 B 100
C 100 M 75 Y 8 K 35
R 0 G 46 B 109
Use to support primary colors.
C 87 M 99 Y 0 K 8
R 88 G 44 B 131
C 23 M 16 Y 13 K 53
R 95 G 98 B 102
Use sparingly as accents only.
C 93 M 4 Y 8 K 24
R 0 G 131 B 185
C 0 M 51 Y 100 K 0
R 235 G 139 B 0
C 25 M 0 Y 98 K 0
R 206 G 220 B 0
C 13 M 1 Y 13 K 2
R 206 G 224 B 215
PANTONE® COLORS (PMS)
The Pantone Color Matching System is the standardized format for printing. This ensures colors match even if printed by different manufacturers.
Use this mode when creating something that will be physically printed, like a brochure, poster, sign, postcard, or magazine.
Use this mode when creating something that will be viewed on a monitor or screen, like a website, blog, email, banner ad, or social media post.
This code is assigned to colors viewed digitally; since shades appear different depending on the monitor, assigning a code to them ensures consistency.
OUR PHOTO STYLE
As a “People First” company, we want our people to shine through in all our photography. This section will give you tips and examples of ways to put people as the focal point of an image, just like they’re the focal point of our entire business.
Photography is an important element of the Ultimate Software visual identity. Images should be
People-oriented - Candid - Real - Aspirational - Bright
MAINTAINING A VISION WITH SIMPLE TECHNIQUES
If a picture says a thousand words, what would we want ours to say? The Ultimate Software brand voice, believe it or not, can be captured in an image by using certain photographic elements: natural lighting, shallow depth of field, asymmetrical framing, real moments, and interesting angles. These are good rules of thumb whether you’re shooting a picture or just choosing one.
Sunlight is always more flattering than a camera flash. Try opening the blinds or finding an area near a window. Always remember to have your subject face the light source instead of being back lit by a window.
SHALLOW DEPTH OF FIELD
Keep the subject close to the camera. This makes the background slightly blurry, so you can still see the scene without drawing focus from the subject.
RULE OF THIRDS
Imagine there are lines splitting the picture into thirds, both horizontally and vertically. Position the subject on the lines to create a better shape while freeing up space for typography.
Try to avoid the use of staged presentation shots (“grip and grin”), static group shots, or shots of peoples’ backs. Capture subjects in their normal working environment by having them pretend you’re not there. Staged shots feel less authentic.
Don’t be afraid to tilt and slant the camera for a different angle, but make sure it doesn’t take the focus away from the subject.
Bright - People-oriented - Fresh
Candid - Authentic
USING YOUR PHONE TO TAKE PHOTOS
In a vibrant culture like ours, interesting photo opportunities can arise at any time. Smartphones are a convenient way to capture these moments for possible use in brand communications. Follow these handy tips to get the best image quality possible.
- NICE NATURAL LIGHTING
- UNIQUE COMPOSITION
- CORRECT EXPOSURE
- INTERESTING BACKGROUND
- HARSH LIGHTING (USE OF FLASH)
- BORING COMPOSITION
- UNDER-EXPOSED BACKGROUND
- CLUTTERED BACKGROUND
CAMERA PHONE TIPS
When using your phone for photography, always hold it sideways.
Avoid appying filters to the images. These can be applied later by the design team if desired.
Never shoot with your light source behind your subject and avoid using your camera’s flash.
If your subject is in an uninteresting location, you can move to a more visually appealing one.
If your phone has an “HDR” setting, turn it on for better photos.
Try new interesting angles and avoid the overly used.
Icons are used as a tool to convey an idea or expression quickly. In situations like product profiles, icons are used as a way to draw the eye to important features and benefits. For situations where copy is sparse, icons fill in missing bits of information to help the viewer make an informed decision in a fraction of a second.
These are the main icons, to be used when printing on white paper, or digitally on white backgrounds.
These are best used on colored or filled backgrounds, both printed and digitally.