Lyris Corporate

Identity Branding Guidelines

Contents

LOGO 02
COLORS 05
FONTS 08
TAGLINE 11
PRODUCT LOGOS 13
GRAPHIC ASSETS 14
• Curved Lines 15
• White Space 16
• Color Blocks 17
• Shading and Textures 18
• Moving Forward 19
• World Wide Web 20
CONTACT 21
 Lyris | 01

Identity aspirations

WHAT A NEW IDENTITY CAN DO

Express the kind of organization you are
Reassure the public that you are who you say you are
Connect your organization to images and ideas
Serve as the thread for equity building over time
Provide consistency over communication channels

WHAT A NEW IDENTITY CAN NOT DO

Make people act
Change people’s minds
Make new friends
Embody every message for everybody
Respond to current events
 LOGO Lyris | 02

The Company Logo

The company logo is the most visible and recognizable element of the Lyris corporate
identity. It is improper for anyone to use our company logo in any manner that has not
been approved. Various applications require different sizes of the logo, and consideration
must be given to all of its elements as it increases or decreases in size.

GUIDELINES
1. You may not alter the logo in any way.
2. No part of the logo may be changed or resized relative to the rest of the logo.
3. You may not combine the logo with other objects, including but not limited to, other
logos, icons, words, graphics, photos, slogans, numbers, design features or symbols.
4. Never draw a box around the logo.
5. The logo should never be displayed in any orientation different from what is
provided by Lyris.
6. Never place the Lyris logo on its side or invert it.
7. The text should always read horizontally from left to right.
8. If the logo is used on a Web page as part of another Internet or Intranet site, it can
only link to the www.lyris.com homepage unless otherwise stated.
9. The logo should never be rebuilt or recreated by anyone under any circumstances.
10. The logo minimum size is 1 inch or 2.56 cm wide.
11. Do not use the Lyris logo, symbols or icons on or in connection with products,
packaging, manuals, promotional/advertising materials or Web sites for any purpose
except pursuant to a trademark license from Lyris.
12. If you are using the Lyris logo on a Web page, there must exist a minimum spacing of
25 pixels between each side of the logo and the other graphic or textual elements on
your Web page. The Lyris logo must appear by itself in a manner that does not in any
way indicate to viewers of the Web page that Lyris endorses the products, services or
information provided on that Web page.
 LOGO Lyris | 03

Staging
Staging refers to the area directly surrounding the Lyris logo. To ensure the visibility and
integrity of the Lyris logo, the staging area must be clear of other elements such as type,
images or other logos.

CLEARSPACE

1/2
FULL

Clearspace
The clearspace surrounding the entire logo is equal to 1/2 the height of the word “Lyris”
in the logo.

Placement
WEB SITE
The Lyris logo should appear in the upper left corner of the Lyris Web site and any other
official Lyris site.

CORPORATE AND PRODUCT MARKETING COLLATERAL

The Lyris logo should have prominent placement on all corporate and product materials.
The specific placement of the Lyris logo is at the discretion of the Lyris marketing
department.

Partner Logo Treatment

WEB SITE AND PRINT
The Lyris partner statement should appear directly underneath primary logo.
Spacing between the two elements should be 1/2 X height of the partner statement.

Minimum Size Preferred Size

1/2 X
a partner of LYRIS™ a partner of LYRIS™

a partner of LYRIS™ a partner of LYRIS™ X

.75” 1”
 LOGO Lyris | 04

Logo Color Applications

GLOSS LOGO
The “gloss” logo is used for full color materials or Web applications only and is never to
be reproduced under 1” (as shown) due to readbility and clarity. This is its only usage.
It may not be altered or used in its reverse.

SOLID COLOR
The logo prints blue on a white or light-colored background and white on a black or
dark-colored background. Please note: the logo is shown in a box as an example of a
reverse. It should never be reproduced in a box.

BLACK AND WHITE

For laser printing or other black-and-white applications, the logo may be printed
100 percent black or 100 percent white. Screens or tints should not be used. Please
note: the logo is shown in a box as an example of a reverse. It should never be
reproduced in a box.
 COLORS Lyris | 05

Color | LOGO
The consistent and correct use of Lyris colors is essential to creating and maintaining
a strong identity. The Lyris identity colors are listed below. Please note that each color
should match the coated version of the listed Pantone chip. Tints of these colors are not
acceptable.

PMS 7461
CMYK:
78, 28, 0, 0
RGB:
0, 148, 211
HEX: 0094D3
 COLORS Lyris | 06

Color | ACCENTS
The use of accent colors for call outs, advertisements and collateral is essential
to creating continuity. The Pantone colors are selected from the coated chips.
They can also be used as tints.

Main

PMS 7461 PMS 137

CMYK: CMYK:
78, 28, 0, 0 0, 35, 90, 0
RGB: RGB:
0, 148, 211 251, 176, 52
HEX: 0094D3 HEX: FBB034

Secondary
PMS 637 PMS 549 PMS 583 ListManager Only
CMYK: CMYK: CMYK: PMS 7416
55, 0, 9, 0 52, 6, 0, 25 23, 0, 100, 17 CMYK:
RGB: RGB: RGB: 0, 71, 79, 0
98, 202, 227 86, 155, 189 175, 188, 34 RGB:
HEX: 62CAE3 HEX: 569BBD HEX: AFBC22 243, 110, 68
HEX: F36E44

Background or large areas

PMS 7536
CMYK:
0, 4, 22, 32
RGB:
185, 176, 152
HEX: B9B098
 Lyris | 07

The best identities advance a brand

FUNCTIONAL CRITERIA
Bold, memorable and appropriate
Immediately recognizable
Provides a clear and consistent image of the company
Communicates the company’s persona
Legally protectable
Has enduring value
Works well across media and scale
Works both in black-and-white as well as color
 FONTS Lyris | 08

Corporate Font | SANS SERIF

Agenda Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
abcdefghijklmnopqrstuvwxyz
Agenda Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
abcdefghijklmnopqrstuvwxyz
Agenda Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
abcdefghijklmnopqrstuvwxyz
Agenda Light Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
abcdefghijklmnopqrstuvwxyz

Corporate Font | SERIF

Adobe Garamond Pro

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
abcdefghijklmnopqrstuvwxyz

Adobe Garamond Pro Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
abcdefghijklmnopqrstuvwxyz
 FONTS Lyris | 09

Font Usage and Standard Sizes

Headlines: Agenda Bold - 16pt/18pt

Your Online Marketing Headquarters

Subheads: Agenda Medium ALL CAPS - 12pt/15pt

EMAIL MARKETING SOLUTIONS

Alternate subheads: Agenda Light - 12pt/15pt

What can you do with Lyris HQ?

Call outs: Agenda Light Italic - 12pt/15pt

For more information on Lyris HQ

Body copy: Abode Garamond Pro

10pt/15pt, Flush left
For more information on Lyris HQ. Consed dolummy nim quis doloreetum dit
augait ip er ipit velendreet dolesectem amet, conse modiam, core dolorperiure
tat, quating ex ex exeraessisi tet, sit ad erit, quat. Dionsed commodolore magna
faci tionsequatio miniamet landrer alit aut nulput luptat, sed euguer acipisi.

Body copy hightlight: Abode Garamond Pro Italic 10pt/15pt

For more information

Web HTML standard text: Arial

For more information on Lyris HQ. Consed dolummy nim quis doloreetum dit augait ip
er ipit velendreet dolesectem amet, conse modiam, core dolorperiure tat, quating ex ex
exeraessisi tet, sit ad erit, quat. Dionsed commodolore magna faci tionsequatio minia-
met landrer alit aut nulput luptat, sed euguer acipisi.
 Lyris | 10

Essential tagline characteristics

Short
Differentiates a company from its competitors
Unique
Captures the brand essence and positioning
Easy to say and remember
No negative connotations
Displayed in a small font
Can be protected and trademarked
Evokes an emotional response
Difficult to create
 TAGLINE Lyris | 11

Tagline

Main tagline for use with Lyris HQ logo:

Simplify. Unify. ROI.

Nested tagline:
 Lyris | 12

Value as a symbol

As a symbol of the corporate culture, an identity engenders

pride. As a symbol of the future, an identity engenders trust.
It extends customer loyalty through familiarity and can build
synergies across business lines.
 LOGOS Lyris | 13

Product Logos
The Lyris product logotypes provide brand consistency through the utilization of the
same typeface and color palette used in the company logo.

Primary Product Logos Typeset Product Names

Lyris®
Lyris HQ™
Lyris HQ Agency Edition™
Lyris ListManager™
EmailLabs®
ClickTracks®
Hot Banana™
EmailAdvisor™

Lyris HQ Components
 Lyris | 14

Expressing the Lyris Brand Through our Graphic Assets

Curved Lines
White Space
Color Blocks
Shading and Textures
World Wide Web
Moving Forward
 Curved Lines Lyris | 15

Expressing the Lyris Brand Through our Graphic Assets

Curved Lines
Curved lines always cross on the right side. Any of the corporate colors can
be used within the lines. The proportions of the curve/arc should never be changed.
Lines can be flipped on the vertical to point up or down.

To avoid overuse, onlyone group of curved lines should be prominent on any

single page of design.

Sample 1

Sample 2 Sample 3

Sample 4
 White Space Lyris | 16

Expressing the Lyris Brand Through our Graphic Assets

White Space
White space is the empty spaces within a design. White space is used to separate
design elements and group similar ones together.

White space is not always “white.” In other words, it is the empty parts of the page.
But if the page has a different background color, it will be the color of the white space.

White or percentage of white is used in the upper right top portion in most cases.
For best contrast with the blue Lyris logo, always use white in the upper right corner.
If the logo is being used in the lower portion of a graphic, use a percentage of white
no more then 10 percent in this area.

Sample 1 Sample 2

ARE YOU TURNING YOUR CUSTOMERS INTO CASTAWAYS? www.Lyris.com

It’s time you got help.

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175_LyrisHQ_Postcard.indd 1 5/27/08 4:59:44 PM

Sample 3
 Color Blocks Lyris | 17

Expressing the Lyris Brand Through our Graphic Assets

Color Blocks
The use of color blocks helps the text stand out from the background image
or texture. Color blocks also help focus and guide the reader’s eye to key messages.

Using the brand colors in blocks correctly is important. But it’s also important
to use them creatively. Color offers another opportunity to amplify your design:
you can boost the colors or mute them, depending on your audience and the
message you’re trying to convey.

Sample 1 Sample 2

• World’s most popular

email software for 15 years
• Secure, on-site software
• Comprehensive web analytics
• Powerful email
deliverability monitoring
• MailStream optimization

Sample 3
 Shading and Textures Lyris | 18

Expressing the Lyris Brand Through our Graphic Assets

Shading and Textures

Shading and textures enhance the depth and interest of an image. Used correctly,
they’re a powerful duo. While shading provides a border to keep the reader’s eye
from wandering off the page, it also provides depth to the piece. Textures, patterns
or watermarks provide the look or feel of a surface. You can add richness and dimension
to your layouts with these elements.

Sample 1

Sample 2 Sample 3
 Moving Forward Lyris | 19

Expressing the Lyris Brand Through our Graphic Assets

Moving Forward
These two examples graphically illustrate the evolution of our look and feel over the last
12 -14 months.

Past

Current and Future

 World Wide Web Lyris | 20

Expressing the Lyris Brand Through the World Wide Web

Landing Pages, Online Newsletter and Social Media
Aside from collateral and banner design, we also showcase our Lyris brand on the Web. This
is evident in our Web site (Lyris.com), marketing vehicles (the Inside Lyris HQ newsletter) and
landing pages.

Below are just a few examples of our online design. As with our collateral and banner design, our
Web design continues to evolve and grow.

Online Design Samples

 Lyris | 21

Contact

For questions and requests, please contact:

Paul Boscacci
Director of Creative Services
510.844.2174
pboscacci@lyris.com

Lyris, Inc.
6401 Hollis Street
Suite 125
Emeryville CA 94608 USA

Toll free: 800.768.2929

www.lyris.com

rev6_Jan2010