® X10® and X10 PRO Brand Guidelines May 2013 Created By X10® Wireless Technology, Inc.
Contents 1) Who are these guidelines for? ...................................................................................................... 3 2) About our brand ............................................................................................................................ 3 Who we are .................................................................................................................................. 3 What we do .....................................................
1) WHO ARE THESE GUIDELINES FOR? ® These guidelines apply to authorized X10 and X10 PRO distributors/resellers. Distributor/Reseller: An X10 and X10 PRO authorized distributor/reseller is a non-installing wholesaler that sells to professional contractors or a reseller that sells direct to consumer and is expected to stock an ample supply of X10 products. 2) ABOUT OUR BRAND WHO WE ARE X10 Wireless Technologies, Inc.
WHAT WE DO X10 Wireless Technology, Inc. offers an integrated suite of affordable hardware and software products that provide powerful and affordable wireless solutions for homes and small businesses. We design, manufacture and sell these solutions direct to consumers and small businesses.
4) VISUAL IDENTITY LOGO The X10 and X10 PRO logos consist of one of two components, a symbol and/or a word mark. The established size and positioning relationships between these two components that define this logo must never be altered. The word mark consists of specially created and spaced letter forms which may not be modified in any way. Be sure to use the approved artwork file rather than attempting to re-create the logo.
X10 PRO APPROVED LOGOS: X10 AIRSIGHT APPROVED LOGOS:
X10 VS. X10 PRO Designed for the DIY'er, the X10 line of products provide easy to install solutions for the most common needs, are typically sold direct to consumer, and come with a 90 day repair/replace warranty through the manufacturer. Extended warranty options thru the reseller are available upon request. The X10 PRO line of products has a higher degree of certification than standard X10 products and is designed for industry professionals.
COLORS The X10 and X10 PRO logos are expressed in these colors only. The colors must be used consistently across all internal and external communications. Great care should be taken to ensure accurate color reproduction when the logo is applied to all types of paper and materials, as well as web and broadcast channels.
TYPOGRAPHY The following fonts can be used for marketing collateral, company documentation, communications; headlines and for highlighting key words and phrases. There is no restriction on the style of the typeface. The typeface can be italic, bold, normal or bold italic Arial ABCDEFGHIJKLMNOPQRS TUVWXYZ abcdefghIjklmnopqrstuvw xyz 1234567890!?.,;‘“ Verdana ABCDEFGHIJKLMNOPQ RSTUVWXYZ abcdefghIjklmnopqrst uvwxyz 1234567890!?.
PHOTOGRAPHY The style of X10 and X10 PRO photography is appropriate to the communication; however, it will usually be characterized as natural, approachable, compelling and tasteful. It will, like our brand voice, send a message in every photograph that the X10 and X10 PRO brand is professional and trustworthy. In addition wherever appropriate, the photographic style should also demonstrate not just our technical knowledge and expertise, but also our understanding of society and our customers’ lives.
6) BRAND USAGE GUIDELIN GUIDELINES ADVERTISEMENT DO’S AND DON’TS Please Do: Advertise the part you have available to ship Be clear as to exactly what the customer will receive Do reference similar part numbers as acceptable substitutions or equivalents Upgrade a standard X10 part purchase with a PRO equiv equivalent when available. Indicate that a PRO part is on backorder, out of stock or unavailable should you choose to reference them unless you have stock on hand to ship.
ADVERTISEMENT DO’S AND DON’TS (CONTINUED) Please Do Not Advertise items you do not or will not carry in stock without specifying their availability. Confuse customers by listing multiple part numbers in the description. Indicate availability of a PRO part when only standard X10 parts are available Downgrade a PRO part with a standard X10 part. Indicate that a PRO part has been discontinued by the manufacturer.
Err… We have no idea what to expect with this one. Is this PRO, Standard, or the competitor’s brand? Goodness… Almost perfect. The availability was accurate; however this item has not been discontinued by X10. Wait… What? The customer knows this item is a PRO part… or do they? We have PRO, Standard, and parts not included.
7) COLLATERAL EXAMPLES The X10 marketing program is an ongoing initiative utilizing a wide variety of communications media. Collateral plays an important part in this program by placing information into the hands of customers. Direct mail, literature, catalogs and data sheets each help X10 and its distributors and resellers create awareness, generate interest and achieve sales goals. The following examples demonstrate how the collateral design system has been applied across a wide variety of materials.
Data Sheets Data sheets provide product specifications in a tightly structured format. Technical information is presented clearly and logically so that it can be used for quick reference. All data sheets should include a literature code on the back and current documents should be posted to the Web site in Acrobat PDF format.
Sales Literature Sales Literature are booklets, brochures, catalogs, charts, manuals, price lists, press clippings, press releases, testimonials from satisfied customers, test results, etc., used by X10 in its sales promotion routines. All sales literature should include a literature code on the back and current documents should be posted to the Web site in Acrobat PDF format.
® Thank You May 2013 X10 Wireless Technology, Inc. www.x10.
