Brand Guidelines

Tone Guidelines

Introduction: Who are Version 1? 1

The facets of our customer facing personality 4

The facets of our employer focussed personality 5

How do we communicate? 6

Our brand voice 9

Design Guidelines

Our Logo 11

Colour Palette 20

Typography 24

Design Device 26

Photography 30

Use of Icons 35

Online vs Offline 38

Sign Off 41

Education 42
Introduction

Who are Version 1?

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Who are Version 1?
That’s a question that our customers, employees and prospects will
be sub-consciously asking themselves whenever they interact with our
communications. Whether that’s browsing our social channels, listening
to a podcast, reading a webpage or downloading a PDF. It’s important that
our brand is consistent, no matter the format, so that we answer their
question in the clearest and most authentic way possible.

It can be a challenge to get that right. How should you engage with a
customer about their quarterly results versus talking to a prospective
colleague who wants to know what it’s like to work here? What design

We drive customer
style is appropriate to use? Well, think of Version 1 like you would a
person. We have a personality that defines who we are, even though
we might apply different versions of it at different times through our
communications. success through proactive
In this document we’ll outline our brand personality, voice, tone and brand partnerships that deliver real
guidelines to make sure that whenever we’re communicating as Version
1, we know exactly how to look, sound and act.
business benefits.

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The facets of our customer
facing personality.
We look, sound and act;
Like true partners. Listening, understanding, and collaborating. Open, approachable,
authentic, honest, working together. Always looking to propose and implement the best
solution for our client, as their success is our success. Passionate about doing what’s
right for the client. All Version 1 people buy into that. All totally committed to that. So
we’re all about people – in our communications materials you can see images of people
collaborating together. We use the language of partnership.
Highly capable. Great, talented people, great systems and processes, decades of
experience, huge breadth of skills, deep knowledge, hardworking, great attention to
detail. So, there’s a confidence and precision in our brand identity, visual style and
communications. And our stories.
Without ego. We’re not brash or loud, we’re not about winning for ourselves. So we’re
easy to work with, trustworthy. We hire people with humility, people who are wired to be
collaborative, all are expected to operate without ego, or at least not ego led. A constant
reminder for ourselves is ‘no ego, no ego, no ego’. We know this is essential to operating
as a true partner to our clients.
Resourceful – inventive, ingenious, clever, smart, adaptable, new way of looking at
things, make the most of what we have to work with, resourceful with yesterday’s
technology and todays. The proof is our stories of resourcefulness: showing how we
coach our people to be resourceful, and quotes, stories and video interviews from
clients who tell stories about our resourcefulness.
Like we’re driven - energy, going places, moving, developing, exciting – underpinning our
success is customer satisfaction. We measure this constantly, we are only as good as,
only as strong as the difference, value and satisfaction we deliver for every customer,
every day. The proof is in our scores and in what our customers have to say about our
drive to deliver (via quotes, stories and video interviews).
Solid, established, stable, mature, reliable, big (breadth and depth), trusted. But not old
world, or old school – we’re established but modern.
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The facets of our employer
focussed personality.

We look, sound and act;

Progressive. Recognising that we work in an innovative industry, and we’re constantly
looking to offer solutions and services to match the latest technologies in our space. We
are training ourselves and refining our knowledge so that we can offer clients the best
advice.
Human. Minimising industry jargon, we’re clear, direct, genuine and approachable. Not
informal or casual, but open to conversation and engagement. Build a sense of trust
from knowing that we’re looking out for our people. Our long term relationships with core
clients only proves that further. We speak in clear, helpful terms.
Established. We’re not the new kids on the block, we’re not a start-up or a slick silicon
valley enterprise. We have grown steadily over time thanks to our relationships with
clients, willingness to stay ahead in our space and consistently delivering results. We mix
the need to use the latest technology with the requirement to always deliver what’s right.
We make an impact.
Career focussed. We want our people to have successful careers, ideally with us but
elsewhere too if that best suits them. Always offering internal training, helpful line
managers, opportunities to take on responsibility, mentoring.
Energetic - energy, going places, moving, developing, exciting – enjoy working in
the technology industry, seeing the impact our work has on the lives of others, and
delivering success for our clients.
Value driven. Have a core set of six values that under pin everything we do; honesty
and integrity, personal commitment, customer first, no ego, excellence, drive. We’re
regimented to sticking to these – they keep us grounded, have helped to build our
business, they’re reflected in our people, they contribute to our great culture.

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 How do we communicate?
Speaking as a direct, capable and professional service provider sounds like:
Version 1 specialises in the take-on and transformation of customer’s cloud estates
deploying next generation lean, automated solutions. We are experts in the integration and
operation of modern cloud environments alongside traditional legacy infrastructure and data
centres.

Speaking as a direct, capable and professional employer:

At Version 1, we are a people business. The game-changing IT services and solutions we
offer our clients wouldn’t be possible without great people leading the charge. When it
comes to attracting and retaining talent, we understand that continued commitment to our
employees development and happiness is paramount.

We are: Direct, capable,

professional
We aren’t abrupt, casual, loose which as a business or employer sounds like:

But we are not: Abrupt,

You follow us, so you probably know who we are by now and what we do. If not maybe head
to our website and brush up your knowledge of all things Version 1…? For those in the know,
casual, loose we are looking to hire some cool techies (non-techie people not wanted, please don’t waste
our time if you’re not a SysEng or Computer Science aficionado). Job title is a Developer
but you’ll be probably acting in a Senior role managing a tonne of people and huge projects
(we’re not sure on this yet, but we’ll figure it out… probably). Get applying now!

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 How do we humanise?
We are: Human, energetic,
progressive
But we are not: Over the top,
gimmicky, unprofessional
Speaking as a human, energetic and progressive service provider:
At Version 1, we partner with global technology leaders to provide our customers with
the highest quality solutions and services. Our long-standing and enhanced partner
relationships and market leading expertise in each partner’s technologies allows us to tailor
solutions to our customers’ unique needs.
Speaking as a human, energetic and progressive employer:
Version 1 is seeking an experienced Java developer for our Dublin offices. Our Java Practice
has delivered some of the largest eGovernment systems as well as business critical
solutions to the utilities and financial services sectors across a wide range of platforms,
operating systems, open source components and databases. If you are seeking a fair
workplace in which recognition is based on merits and your career model based is on skills,
then this role could be a great fit for you.
We aren’t abrupt, casual, loose which as a business or employer sounds like:
OMG!!! We are so excited to complete our first project this year for a super impressive
Government client. (seriously, we’ve saved their world). If your team is totally struggling to
align their digital systems then get in touch now :-)
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 How to be more engaging?

Speaking as a snappy, engaging and informative service provider:

Version 1 worked with Musgrave Group to replace aging legacy core business systems with
a Cloud-based digitised Processing Hub. The technology stack for the solution developed is
Microsoft and it is based entirely in the Cloud (Microsoft Azure).

We are: Snappy, engaging, Speaking as a snappy, engaging and informative employer:

informative Our Excellence Awards recognise the outstanding work of our employees. Tonight, we
celebrate the very best of Version 1; the people, teams & projects that have made a real
difference in driving Customer Success!

But we are not: Monotonous,

repetitive, too brief
We aren’t monotonous, repetitive or too brief which as a business or employer
sounds like:
We’ve open roles at Version 1. Apply now.

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 U N D E R S TA N D I N G

CUSTOMER VOICE
C O L L A B O R AT I V E
PA RT N E R S

LISTENING M AT U R E

TA L E N T E D

MODERN T R U S T W O RT H Y

HUMAN
HONEST
OPEN
DRIVEN

E S TA B L I S H E D
CAREER FOCUSSED

Our brand voice. PA S S I O N AT E HUMBLE

APPROACHABLE CLEAR

PROGRESSIVE
What’s the difference between voice and tone? Think of it this way: You have the
same voice all the time, but your tone changes. You might use one tone when
you’re out to dinner with your closest friends, and a different tone when you’re in ENERGETIC CONSISTENT
a meeting with your boss. The same goes for Version 1. We may use a different
tone depending on who we are communicating with, and in what situation, but
EXCITING
our voice is constant. E M P LOY E R V O I C E

Here you can see that these two tones overlap, helping to show a consistent
HELPFUL
voice overall with variations in tone.

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10
Our Logo
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What does our logo mean?
Our logo demonstrates the three key components that create the shape of success:
Customer Success, Strong Organisation and Empowered People. These three
components symbolised as triangular segments work together and lean on each other
to create a strong and sturdy triangle, that shows both stability and a dynamic flow.
Version 1 is both stable and ever moving, strong and flowing. Structured and diverse.

The green tones are a subtle and aesthetic nod to the Irish heritage Version 1 are proud
of, without being garish or tasteless.

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Logo Versions

Primary logo Inverted Logo Transparent Logo

The primary Version 1 logo consists of The inverted logo can be used against The understated transparent logo is
a combination of a triangular pictorial any high contrasting background an alternative option for overlaying
mark and the Version 1 word mark. including photography and video. photography.

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Alternative Logo Orientation

Version 1’s alternative logo

orientation de-emphasises the
pictorial mark and brings the word
mark to the fore. It should be used
when the height of the object it
decorates is at a premium.

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Spacing Consideration

It’s important to allow for space around the logo, which helps to preserve its integrity
and visual strength. On a more practical note it ensures that the logo can be seen at
ease when not cluttered with other design/text etc. The minimum padding between the
logo and any other design element can be relatively measured by the height of the ’1’.

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Logo Misuse

Never add an effect to the logo, including Never change the colours of the logo. Never use the logo in an abbreviated Never stretch or mishape the logo to fit
drop shadows, bevels and gradients. form. into a space.

Never oversize the pictorial Never place the logo on one of the Never use the pictorial mark
mark. brand’s greens. on it’s own.

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Logo Misuse

VERSION 1
Never change the typeface of the logo. Never change the opacity of the logo. Do not angle the logo.

Never change the layout of the logo. Never deconstruct the pictorial mark. Never place the logo over a visually busy
image.

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Incorrect Brand Names

Version1 Version 1
V1

Version One

V1 Digital

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Colour Palette
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Colour Palette

Customer/Employer Voice
The colour palette of Version 1 is in hues of greens. These jeweled tones signify the
seriousness and sophistication that Version 1 wish to uphold with their clients while still
seeming both cool and soft to their employees. A perfect balance.

Primary / Accent Background Colour Font Colour

Teal Midnight Black Charcoal
Pantone 326 C Pantone 5463 C CMYK 69, 57, 57, 35
Hex #00b7b6 Hex #113037 Hex #4f4f4f

Primary / Accent Primary / Accent Dominant Colour Subtle Differentiator Secondary / Action

Seafoam Jade Pure White Subtle Touch Coral

Pantone 3385 C Pantone 7716 C CMYK 0, 0, 0, 0 CMYK 7, 5, 5, 0 Pantone 178 C
Hex #00d2a2 Hex #00938f Hex #ffffff Hex #eaeaea Hex #FE595F

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Colour Palette

Colour Wheel
Here we show the colours of the Version 1 Brand on a
colour wheel, showing how the colours go from light to
dark. Be sure to not over-stimulate the user by creating
assets with too many colour variants and only use each
colour for it’s intended purpose, ie: Charcoal is for text,
not to be used for a button/background. Coral is an action
colour, to be used very sparingly, and is not to be used for a
background or for text purposes.

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Colour Palette

Things to Avoid

Never overlay Seafoam on Teal. Never overlay Soft Touch on Seafoam. Never overlay Charcoal on Midnight Black. Never overlay Charcoal on Jade.

Never overlay Teal on Seafoam. Never overlay Charcoal on Teal. Never overlay Teal on Jade.

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Typography
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Typography

Microsoft Office Safe Fonts

For brand reproduction in Microsoft Office, use the preloaded Verdana for headings and Calibri Light for body text.

Applications: Headings Application: Body Copy

Verdana Calibri Light: Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna
aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Front Design Fonts

Version 1’s branding incorporates a combination of ‘sans-serif’ fonts, Oxygen for headings and Roboto for body copy. (Free to download from Google)

Applications: Headings Application: Body Copy

Oxygen Regular Roboto: Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

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Design Device
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Design Device

The decorative design device consists of a deconstructed abstract

interpretation of Version 1’s triangle emblem. The three transparent
layers overlap above a contrasting background.

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Design Device Examples
The decorative design device is used to create a continued sense of the Version 1 Brand. The
colours should be a leveled gradient of each other but one is allowed to deviate from this for
special circumstances. It can be used in the following places:

The cover or hero section of a piece eg: brochure cover or top of webpage where
there is no hero image

In the background of a body copy section or quotes when there is a need to create
some flair eg: Brochure/PowerPoint/Webpage/Video

In the background of an icon section when there is a need to create some flair eg:
Brochure/PowerPoint/Webpage/Video

Be wary not to over use the decorative design device. Used subtly it can be an effective
indicator of the Version 1 Brand. Over used it will just become noise.

Examples of usage on the following page

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Design Device Examples

Brochure Cover Brochure Cover Webpage Hero Body Copy Page

PowerPoint Slide Webpage Section

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Photography
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 The Employer Voice Imagery
Employer Voice
is light, bright and very
friendly. Showing diversity

Photography in age, gender and ethnicity

and a sense of culture in a
WFH environment.

Note: Please ask the Marketing’s Team permission around employee photography before using any.

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Customer Voice The Customer Voice Imagery
is sophisticated. Portraying

Photography
problem solving, team
work and diversity with a
technical element (computers,
coding etc) to each visual.

Note: Please ask the Marketing’s Team permission around employee photography before using any.

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Imagery to Avoid

Do not use imagery with watermarks on them. Do not use cartoon graphics (people or otherwise). Do not use technical style graphics.

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Image & Graphic Database

Our icons library: https://version1.sharepoint.com/pf/sales/brand/Icon/Forms/Thumbnails.aspx

Our image bank: https://version1.sharepoint.com/pf/sales/brand/Images%20new/Forms/Thumbnails.aspx

Our font library: https://version1.sharepoint.com/font-library

Free stock database : http://thestocks.im/

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Use of Icons
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Use of Icons
Our icons are clean, simple, sophisticated and friendly. They help us to communicate our
services in a more visual way. Each icon is unique and specific but there is a consistency in line
weight that should not be manipulated. Keeping this line weight consistent allows for all new
icons to look part of the wider family of Version 1, keeping the strength in the brand.

The standard line weight for the icons is 2 pt stroke. Use best judgement when scaling for a
consistent outcome.

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37
Online vs Offline
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Predominantly
Online Presence
As we move forward into a more WFH and remote working sphere,
the brand of Version 1 will be predominatly displayed online. Where
possible, stick to creating assets that can be used digitally.

These items include: downloadable PDFs, webpages, PowerPoints etc.

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ONLINE

Online vs Offline
In the small instances where assets are being created for the offline presence
it’s good to note that the brand for online and offline are very similar as it is
important to keep the integrity of the overall brand.

However, one difference is the treatment of imagery. Online, there is the addition
of a dark overlay. This helps text that is overlayed to be read easily and also
allows for the brightness of backlight from screens. Offline, there is no backlight
OFFLINE
and images are darker naturally so this overlay is not needed for the most part.

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Sign Off
It’s important to engage with the Marketing Team early on with your ideas and then get sign off
on all work for any branded collateral. This ensures a clean and homogeneous brand for Version 1
throughout all its marketing material and avoids wasted effort.

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Education
Study this guide. Over time you will learn the rules by heart,
gaining the confidence to create branded assets. Use your best
judgement when implementing the brand.

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