Teste

NCR brand guidelines May 2013 1

Version 2

BRAND GUIDELINES

January 2015

© NCR Corporation 2014

2

NCR Brand Guidelines

Version 6

Contents

1.0

1.1

Introduction

Background to the brand refresh 6

3.0

3.1

NCR Brand Identity

NCR “Living Green”

2.0

2.1

Evolving the NCR logo

NCR logo heritage

8

3.1.1

3.1.2

“Living Green”

Green Painting No.1

21

22

2.2

2.3

2.4

2.5

2.6

Elevating the NCR logo:

The NCR Brand Block

The NCR Brand Block in more detail

Using the Brand Block:

2.4.1

2.4.2

2.4.3

2.4.4

2.4.5

2.4.6

Relationships and positioning

Layout

Minimum sizing

Backgrounds

As a physical entity

Animation and sound

The NCR logo without the Brand Block

A few things to avoid

9

10

11

12

13

14

15

16

17

18

3.2

3.3

The Ribbon:

3.2.1

3.2.2

3.2.3

3.2.4

3.2.5

3.2.6

Type:

3.3.1

3.3.2

3.3.3

3.3.4

Introduction to the Ribbon

Using the Ribbon

Using with images and

backgrounds

Using as a transitional device

Using as a decorative feature

Animation and sound

The NCR New Font

Applications and usage

Secondary, system and

default fonts

Typographic style tips

23

24

25

26

28

29

30

31

32

33

3.4

Our voice

34

3.5

Co-branding:

3.5.1

3.5.2

3.5.3

Sub-brands and partnerships

Event identifiers

Use of secondary blocks

35

36

37

NCR Brand Guidelines January 2015 3

Version 6

3.6

The division icon set

38

4.3

Digital applications

3.7

Use of other colors

3.7.1

3.7.2

Color palette

Color tips

39

40

4.3.1

4.3.2

4.3.3

4.3.4

Emails and landing pages

Mobile applications

Social media

Desktop wallpaper

59

62

65

66

3.8

3.9

Other applications

Photography

3.9.1

3.9.2

3.9.3

Introduction to NCR Photography

“Day in the Life”

Real life: “Everyday Stories”

41

42

43

44

4.4

4.5

PowerPoint presentations

4.4.1

4.4.2

Signage

Overview

Top Tips

67

68

3.10

Film and video

3.10.1

3.10.2

3.10.3

3.10.4

Introduction to NCR on film

Casting

Locations

NCR titles

45

46

47

48

4.6

4.7

4.5.1

4.5.2

Exhibitions

Apparel

Exterior signage

Internal signage

71

72

73

74

4.0

4.1

Bringing it all together

Everyday made easier

4.8

Special Touches

75

4.1.1

4.1.2

Introduction

Using the trademark

50

51

5.0

Design contacts and support 77

4.2

Stationery and printed collateral

4.2.1

4.2.2

4.2.3

4.2.4

4.2.5

Letterheads

Business cards

Product datasheets

Whitepapers

Exhibition signage

52

53

54

56

58


Version 6

Changes from Version 5

2.3


Addition of single-color version of the brand block in white

10

3.2

3.2.3

The Ribbon

Using the Ribbon with Images and Backgrounds

Replacement of wider Ribbon with thinner version.

25

3.3

3.3.1

Type

The NCR New Font

Clarification of latest version of the font, “NCR New Marker MASTER”

30

4.1

4.1.2


Using the trademark

Guidance for use of “ TM ” updated

51

4.2

4.2.3

4.2.3

4.2.5


Product datasheets

Examples updated with latest font

Whitepapers

New guidance added for use of Living Green box

Exhibition signage

Pull-up banner guidance updated

54

56

58

4.3

4.3.1


Eloqua emails

Email headers updated

59

4.4

4.4.1


PowerPoint

Slides updated with narrower Ribbon and new graphics

67


Version 2

1.

INTRODUCTION

NCR Brand Guidelines January 2015 Introduction

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Version 6

1.0

1.1

Introduction

Background to the brand refresh

We must be consistent in our approach and in how

our brand values are communicated to unlock the

power of an iconic brand.

Extensive research shows we can strengthen

connections with our customers—and their

customers—by introducing emotion and

vibrancy to our brand. In doing this, we’ll

create a “living” brand, which speaks directly

to people who interact with NCR. With a more

relevant and engaging look, feel and voice,

we’ll be able to better support our divisions’

strategic objectives.


Version 2

2.

EVOLUTION OF THE

NCR LOGO

NCR Brand Guidelines January 2015 NCR logo heritage

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Version 6

2.0

2.1

Evolution of the NCR logo

NCR logo heritage

The NCR logo (sometimes referred to as the

“signature”) was designed in 1996 by Saul

Bass, creator of some of the world’s most

iconic logos, including AT&T, Quaker, Kleenex

and Minolta.

A 2011 study showed that Bass logos are some

of the best-remembered, with an unusual

longevity—the average lifespan of a Bass logo

is 34 years and counting.

By taking advantage of its potential and

using it consistently across our materials, we’ll

continue to increase the value of our brand.

Above are some examples of how the NCR

brand appeared to the world in the past…

NCR Brand Guidelines January 2015 Introducing the Brand Block

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Version 6

2.2

Elevating the NCR logo:

The NCR Brand Block

NCR is a great brand. We want to elevate it to

“iconic” status to sit with brands like Apple,

Starbucks, Nike and UPS.

To achieve this, the logo does not need to

change intrinsically, but must have more

authority, consistency and presence. We also

need to make the brand more emotive, and

represent our freshly defined personality,

essence and purpose.

The NCR Brand Block is the device we use to

achieve this. It is a perfect square and creates

space for the logo to live and breathe. It feels

secure, and is inviolable.

“Brand Block” is the term we use to describe

the special combination of the green square

and the NCR logo.

The Brand Block allows us to show the logo in

a single, unified way—always one color (white)

one way (side-by-side lock-up) in a defined

space and against green (see 3.1.1 Introducing

“Living Green”).

This consistency is crucial in connecting with

our customers and consumers; it’s how we’ll

become more recognizable…and achieve

iconic status.

NCR Brand Guidelines January 2015 The NCR Brand Block

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Version 6

2.3


01 02 03

The Brand Block is a specially created asset and

approved files are the only versions which can

be used.

The Brand Block always holds the logo and

never any other element. No attempt should

be made to recreate the Brand Block. There

are three versions of the Brand Block:

01

Preferred Brand Block – This is the default

version of the NCR Brand Block. The

relationship between the logo (side-by-side

lock-up) and the green square is fixed so the

size and position cannot be changed. The logo

can only appear white out and the Brand Block

itself cannot be recreated or contain any other

element other than the logo.

02

The Preferred Brand Block should be

used on any application where it will be

reproduced at sizes of 2” (50mm) and above.

Brand Block Alternate – A variant of the

Brand Block has been designed specifically

for use at smaller sizes of 2” or less. This

variant is designed to make the Block clearer

by increasing the size of the logo in relation

to the Brand Block. This version may also be

used where reproduction quality constraints

will impact on the definition of the logo.

(For more information, see 2.4 Using the

Brand Block)

03

Brand Block Flat/Mono – Where halftones

cannot be reproduced, variants of the

Brand Block in PMS 361 flat green and

Mono (black and white) are available.

These versions are suitable for some

specialist reproduction methods, screen

printing for example, which may require

solid or color-separated artwork.

NCR Brand Guidelines January 2015 Using the Brand Block

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2.4

2.4.1

The Brand Block

Using the Brand Block

Relationships and positioning

01 02

Make sure that the Brand Block has enough

space. As a guide, the positioning of the Brand

Block should be determined by the size of the

NCR symbol, as shown in the diagrams above.

The Brand Block should not appear to be

directly associated with any strapline or

other graphic device except in sub-branded

and partner-branded applications which are

covered separately in this document (see

3.5 Co-branding).

01

02

Diagram showing the correct positioning

of the NCR Brand Block at the bottom right

of a page.

Diagram showing the correct positioning

of the NCR Brand Block at the top left of

a page.


12

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2.4.2


Layout

01 02

The Brand Block should appear at least once

on all our visual communications. However,

it should not be over-used. It is acceptable

to use the Brand Block once on multi-page

applications. For example, on a single sheet

back-to-back printed publication, the front

face can use the Green Painting but not the

Brand Block, which can appear on the reverse

face, positioned bottom right as directed.

Over-use of the Brand Block will reduce its

impact and limit design options given the

need to comply with all rules regarding the

use of the Brand Block.

01

02

The Brand Block must be positioned

bottom right within any given area in

printed applications (other than stationery)

and advertising.

On other applications, for example in title

screens where the Brand Block appears on

its own or without other copy or intrusive

graphic elements, it can also be positioned

centrally for additional impact.


13

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2.4.3


Minimum sizing

01 02

The size of the Brand Block will be relative to

the area available for any particular application

(bearing in mind distance to edges referred

to in 2.4.1 Relationships and positioning)

but should never be so large as to occupy

more than 50% of the overall area of a given

application, or small as to render the Brand

Block insignificant or the logo illegible.

01

02

The minimum size that the Preferred Brand

Block should be reproduced at in print is

2” (50mm) or 142px on screen. For anything

smaller, the Alternate Brand Block must be used.

The minimum size that the Alternate Brand

Block and Flat/Mono Brand Blocks should

be reproduced at in print is 0.6” (15mm) or

50px on screen (see 2.3 The Brand Block in

more detail).

Sizes below are given as guidance only:

Paper size

Logo width

96s (120” x 480”)

35” (889mm)

48s (120” x 240”)

15” (381mm)

6s (60” x 40”)

6” (153mm)

A0 (33” × 46.75”)

4” (102mm)

A1 (23.375” × 33”)

3” (76mm)

A2 (16.5” × 23.375”)

2.5”(64mm)

A3 (11.75” × 16.5”)

2” (50mm)

A4 (8.25” × 11.75”)

1.25”(32mm)

A5 (5.875” × 8.25”)

1” (25mm)


14

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2.4.4


Backgrounds

01 02 03

The Brand Block has been designed to stand

out against a range of backgrounds. Preferred

options are:

01 Plain white.

02

03

On screen applications, the Brand Block

may be used against a pale gradient as part

of an animation.

Images, providing they do not confuse the

visibility of the Brand Block.

The use of the Brand Block against green,

including specially created backgrounds, is

discouraged as this restricts stand out.

In exceptional cases where a specific green

background area must be used to support the

Logo (eg. in fabric panels on apparel, or on

limited physical spaces such as pens), the Logo

can appear without the Brand Block in white

only against a green background, providing

the color conforms to the specifications (see

3.1 NCR “Living Green”), and referring to

section 3.8 Using the Logo without the

Brand Block.


15

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2.4.5


As a physical entity

01 02

Because of its physical presence, the Brand

Block is ideally suited to a number of

fabrication techniques for items including signs

and wall panels to smaller scale “touches” such

as badges and pins. When being specified,

the Brand Block itself should not be altered,

but can have a border, surround or return

appropriate to the materials and methods

being used, providing it does not detract from

the appearance of the Brand Block or reduce

its impact.

01

02

The Brand Block as an enamel badge, to

be worn by NCR employees only.

The Brand Block as a piece of exhibition

signage.


16

Version 6

2.4.6

Animation and sound

The NCR Brand Block can be brought further

to life in motion graphics, video idents and

web animations. A few guidelines must be

applied to ensure it is communicated in a way

consistent with the core brand:

The Brand Block should never morph or flow

into different shapes; it should be considered

as solid as a block of granite. It can have

texture but this should be subtle and never

impact the legibility of the logo.

It can have three-dimensional depth; however

the Brand Block is a slab, not a sheet or

a cube—so it should have crisp, clearly

engineered edges and returns.

The logo within the Brand Block must not

change, nor should any other graphical

elements supplement, replace or transition

from it.

It can be rotated, zoomed, viewed from an

angle or revealed providing its intrinsic nature

is not altered.

It can be subject to dramatic lighting effects

including spotlighting, backlighting and

directional light sources.

The use of backgrounds and images

supporting any Brand Block activity should

conform to those specified in these guidelines.

The Brand Block has no specific audio

associated with it, but can use sound effects

which amplify its movement or add drama to

how it is revealed. Sound effects should be

contemporary, warm and friendly, and not

mechanical or too technical.

The Brand Block should finish against clean

white for clarity.

NCR Brand Guidelines January 2015 The NCR Brand Block

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Version 6

2.5

The NCR logo without the Brand Block

01

02

Where the NCR Brand Block cannot be used

or adapted to fit existing templates, the

NCR logo can be used on a banner of NCR

Living Green.

01

A banner of Living Green is created by

cropping Green Painting No. 1 using its full

width, with the NCR symbol to the left.

The exclusion zone is determined (as for the

Alternative Brand Block) by the height of

the “N”.

02

For mobile applications, a banner of Living

Green is created in the same way, however

the NCR symbol is centered. The exclusion

zone for the NCR symbol is determined

(as for the Alternative Brand Block) by the

height of the “N”.

NCR Brand Guidelines January 2015 A few things to avoid

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Version 6

2.6


01

03

05

Headline copy

02

04

06

Headline copy

01

02

Do not distort, scale disproportionately or

change the shape of the Brand Block, even

if the logo is unaffected.

Do not use the Brand Block to hold other

devices or copy.

03

04

Do not apply any drop shadow to the NCR

logo within the Brand Block.

Do not allow any other elements to overlap

or touch the Brand Block.

05

06

Do not introduce any additional element

into the Brand Block.

Do not position the Brand Block along any

edge or crop into it.

NCR Brand Guidelines January 2015 A few things to avoid

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Version 6

2.6


01

03

05

02

04

06

Lorem ipsum dolor sit amet, consectetur

adipiscing elit. Phasellus

id rutrum metus. Vivamus suscipit

pulvinar ante in condimentum.

Nunc in justo ipsum, eget mattis

orci. Vestibulum sit amet quam a

lectus pellentesque tincidunt quis

sit amet eros. Sed sagittis mauris

id ligula hendrerit vestibulum.

01

02

Do not rearrange the elements of the NCR

logo within the Brand Block.

Retain space around the Brand Block, don’t

cramp its style!

03

04

Do not place the logo directly onto

photographic background without the

Brand Block.

Do not use the old two-color logo in any

way—inside a Brand Block or otherwise.

05

06

Do not position the Brand Block at

an angle.

Do not place on flat color backgrounds

other than white. If you have no option

but to use a green background to support

the Brand, ensure the color meets the

specifications and apply the principles

outlined in 3.8 Using the Logo outside the

Brand Block.


Version 2

3.

NCR BRAND IDENTITY

NCR Brand Guidelines January 2015 NCR “Living Green”

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Version 6

3.0

3.1.1

NCR Brand Identity


Pantone 361 is the color for NCR Green, but we do not

use color in a flat, mechanical way. It can have texture,

deeper tones and highlights, expressing the vibrancy of

our brand.

Green is our color.

Green triggers strong emotions—harmony,

balance and positivity, it shows we care about

what we do and its impact on the world we

live in.

Our green now has emotion. It is a living color

and has humanity derived from its origins as a

painting inspired by the American Colorfield

artists of the 50s and 60s.

By creating green space around our logo

we will become instantly recognizable and

become associated with that color and all the

attributes attached to it.

The use of our color can be extended to

produce high levels of impact by using

specially created painted backdrops, suitable

for backdrops, graphic backgrounds, displays

and installations.

We can use green within our identity in a

number of ways, but for our logo, the Brand

Block is our statement of color.

NCR Brand Guidelines January 2015 NCR “Living Green”

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Version 6

3.1.2


Green Painting No.1

01 02

We have a specially created artwork which

captures the spirit of our Living Green, Green

Painting No.1. This is perfect for using as a

background for print, web, presentations

and physical spaces (e.g. exhibition booths

or reception areas) and can be introduced

into layouts as an overall background or with

transitions created using the Ribbon

(see 3.2 The Ribbon).

The Green Painting is provided in horizontal

(“h”) and vertical (“v”) formats and in a

range of file types and sizes to suit all kinds of

application, large and small.

01

02

Green Painting No. 1 for landscape

applications.

Green Painting No. 1 for portrait

applications.

NCR Brand Guidelines January 2015 The Ribbon

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Version 6

3.2

3.2.1

The Ribbon

Introduction to the Ribbon

01

The Ribbon is the device we use to represent

the millions of transactions run by NCR that are

run by NCR every day, all over the world.

The Ribbon is used as a way to both introduce

our green in a distinctive way and to transition

background areas. It is very flexible and

adds modernity and dynamism to our visual

communications.

The Ribbon is suitable for animated graphics as

a transitional or linking device. Its movement

should be fast, flow in one direction, and

emphasize physical space and depth.

Our Ribbon can be easily duplicated or

cropped to run either horizontally or vertically

across the full width, or full height, of any

given area. It should not be stretched or

compressed to fit the space. Rather, it can be

cropped or duplicated to fit (suitable vector

files are available to facilitate this). It should

never be stopped short or appear more than

once within a single application—it can, of

course, appear a number of times on different

pages within a printed booklet or website.

Versions of our Green Painting with the

Ribbon device transitioning to white are

included in the Green Painting assets folder.

They can be used as-is or viewed for guidance

as to how the ribbon should appear when

integrated with backgrounds.

Please remember to use our Ribbon with

discrection. It’s not mandatory for every

piece of communication. Instead, use it in the

following ways, in the file types indicated.


Version 6

3.2.2

The Ribbon

Using the Ribbon

01 02

X/10 X/10

FULL WIDTH OF APPLICATION (X)

FULL WIDTH

OF APPLICATION (X)

X x 6

When used on print applications over 5.8” (A5

width) or digital applications over 600px wide,

the Ribbon should be cropped from 120% of

the page width, and placed centrally.

Care should be taken to ensure that the

Ribbon is used the right way up. For landscape

applications, the Ribbon should be rotated

through 90 degrees clockwise.

For smaller applications, (e.g. web banners) the

Ribbon should be resized to 600% of the width/

depth of the application and cropped centrally.

01 Example showing the Ribbon used at 120%

of the page width. For A4 pages this means it

should bleed 21mm over each side of the page.

02 Example showing the Ribbon in use on a

smaller application. The Ribbon is resized to

600% of the width of the application and

cropped centrally.


25

Version 6

3.2.3

The Ribbon

Using with images and backgrounds

01 02

Our Ribbon is an effective way to introduce

the NCR green, but don’t let it overpower or

obscure images. Make sure it runs along the left

edge of the overall image or background area,

centrally aligned to the left edge of of the page

or 50% of the application width when copy is

to be introduced on top of the green area.

01

02

The Ribbon used at 5% of the application

width with NCR Brand Photography.

The Ribbon used at 5% of the application

width with a textured gradient.


26

Version 6

3.2.4

The Ribbon

Using as a transitional device

01 02



X/2 X/2

The Ribbon enables us to create variable layouts

using Living Green backgrounds by providing a

way to move from green to a photographic or

textured background.

Ribbon assets in layered and vector files are

available, and can be used in Green 361, or

white specifically to overlay the edges of green

backgrounds to create a “natural” transition

to plain white.

01 The Ribbon in Green 361, transitioning

from Living Green into a photographic

background at 50% of the application width.

02

The Ribbon in white, transitioning to

a white background at 50% of the

application width.


27

Version 6

3.2.4

The Ribbon

Using as a transitional device continued

01 02

01 Do not transition into photos using Living

Green and the Ribbon from the right.

02

Do not transition into white using Living

Green and the Ribbon from the right.

03

Do not transition into white or photos

using the Living Green and Ribbon from

underneath. This makes it seem like the

Ribbon creates a surface—and that’s not what

we want to do!


28

Version 6

3.2.5

The Ribbon

Using as a decorative feature

01

The Ribbon can be used as an architectural

or environmental surface graphic, linking

areas, creating flow lines and adding diffusion

areas to translucent or transparent walls

and ceilings. It can work across spaces and

should appear continuous, running either

horizontally or vertically. The vector version

would be suitable for reproduction as vinyls

and transfers or for direct print methods onto

a range of substrates.

01 The Ribbon in use as a surface graphic.


29

Version 6

3.2.6

The Ribbon

Animation and sound

01

The Ribbon is adaptable for use in animated

graphics as a transitional or linking device

in film and video. Its movement should be

fast, direct and dramatic—emphasizing a

continuous flow of data. You can make this

happen by having the Ribbon zoom through

three‐dimensional space. Just make sure its

intrinsic nature isn’t altered in any way.

When using sound with our Ribbon, be sure

to emphasize speed and technology in a warm

and friendly way.

The Ribbon can move from left to right,

right to left or upwards (at 90 degrees from

horizontal) but not at any other angle.

01 The Ribbon in three-dimensional space.

NCR Brand Guidelines January 2015 Type

30

Version 6

3.3

3.3.1

Type

The NCR New Font

01

EVERYDAY MADE EASIER

We make the everyday easier.

02

EVERYDAY MADE EASIER

We make the everyday easier.

We have a unique font family referred to as,

“NCR New”. Both modern and personal, this

font helps us communicate in our brand voice.

Two versions are available, “NCR New Marker”

and “NCR New Solid,” as Adobe Opentype

TM fonts for MAC and PC.

01 NCR New Marker

02 NCR New Solid

Our “NCR New Marker” font is particularly

effective when expressing emotions around

our customer stories.

Please make sure you are using the latest

version of the font, it’s called

“NCR New Marker MASTER”.

Prefer a cleaner look? Use “NCR New

Solid.” It’s also perfect for blocks of copy

in small point sizes—and reproduction

methods that have quality constraints

(where the character detail of our NCR

Marker font may be lost).


31

Version 6

3.3.2

The NCR New Font

Applications and usage examples

01 02 03

TITLE IN

ALL CAPS

Lorem ipsum dolor sit amet, consectetur adipiscing

elit. Sed consequat sem quis tortor volutpat

bibendum. Suspendisse potenti. Etiam eget quam

non odio ultricies lacinia.

Mauris ipsum arcu, tempor eget sodales vitae,

aliquam eget lorem. Aliquam erat volutpat. Fusce

hendrerit scelerisque dui, a aliquet velit lobortis ac.

Etiam nec pulvinar tellus.

Phasellus mollis suscipit dui, at cursus nibh

scelerisque nec. Fusce fringilla imperdiet purus, sit

amet molestie augue auctor tincidunt. Etiam orci

diam, sodales id condimentum eget, elementum sit

amet sem. Sed ac libero eget libero dictum tristique.

Morbi ultrices laoreet nulla, tincidunt pulvinar erat

auctor sit amet.

01 In this example, NCR New Marker is used in 02 NCR New Marker used on NCR Living 03

Green and in Pantone 361 as part of an

exhibition booth.

caps for the main headline and in sentence

case for secondary headlines. Note that NCR

New Marker is not appropriate for large

blocks of copy (more than two sentences),

where a secondary font should be used

(see 4.2.3 Product datasheets).

A sample product datasheet showing use of

NCR New Marker in upper and lower case

with Frutiger Roman used for secondary

copy (see 4.2.3 Product datasheets).


32

Version 6

3.3.3

Type

Secondary, system default fonts

01

We are NCR

We run the everyday transactions that

make your life easier

02

We are NCR

We run the everyday transactions that

make your life easier

New NCR Marker font will only be used for

main headlines and titles.

The NCR design team will use our existing

Frutiger font for subtitles, secondary and body

copy, or Arial in the case of web and dynamic

content generation where the Frutiger font

set isn’t available to the reader.

In the case of web applications, New NCR

Marker will be used as a graphic only, and not

for dynamic text content.

For any assets created outside of the core NCR

design team, Arial is the preferred font choice.

This is also true of assets such as PowerPoint

documents, where fonts cannot be embedded

and may be edited by users who do not have

access to the Frutiger font set.

01 Frutiger Roman.

02 Arial.


33

Version 6

3.3.4

Type

Typographic style tips

01

03

05

TITLE IN CAPS

Subtitle in sentence case

I AM THE

NCR Selfserv

THE FUTURE

OF RETAIL

02

04

06

I AM THE

NCR Selfserv


elit. Proin posuere convallis nulla. Donec iaculis

metus sed dolor porttitor fermentum.

THE FUTURE OF RETAIL

01

02

NCR New Marker will be used in capitals

only for main headings and titles, normally

set solid, ranged left with regular line

spacing (“leading”). For subtitles and

subheadings, NCR New Marker can be

used in sentence case. No end-of-sentence

punctuation is used in subheads unless

there are multiple sentences.

The New NCR font is balanced by the use

of Frutiger or Arial fonts for secondary

copy. Examples are shown later in

these guidelines, also see 4.2.3 Product

datasheets as an example of how our

typographic style should be developed.

03

04

When using NCR New Marker or NCR

New Solid, use either ALL CAPS (titles) or

sentence case (subtitles). Do not mix the

two, except in the case of product names

where a trademark is dependent on the use

of mixed case characters.

Do not create long blocks of copy using

NCR New Marker or NCR New Solid. These

fonts are for titles and subtitles only.

05

06

The Marker and Solid versions should not

be mixed in a single application.

When using the Marker font variant, it

should not appear smaller than 14 point as

the effect will be lost at smaller sizes. The

NCR New Solid font can be used at these

smaller sizes.


34

Version 6

3.4

Our voice

How we speak

01

I AM THE NCR SelfServ

Meet me at Booth 6229.

03

02

WE ARE NCR.

Pleased to meet you.

Our voice is simple, personal and direct.

Our products speak for themselves, in

the first person. This approach gives our

marketing communications a clear product

focus and removes the need for complicated

explanations.

Copy should reflect our design style,

uncluttered and direct, with as few words as

possible to convey our message—no more than

10 words to a title.

01

02

03

Example of title copy which demonstrates

an NCR product talking in the first person.

If the message requires a broader focus,

“we” can be used to refer to NCR as a

corporation. The tone should always reflect

who “we” are and the value that “we”

bring to an interaction.

Example of messaging used in printed

collateral.

For detailed information on our brand voice,

check out NCR Brand voice guidelines.

NCR Brand Guidelines January 2015 Co-branding

35

Version 6

3.5 Co-branding

3.5.1 Sub-brands and partnerships

01 02

An advantage of the NCR Brand Block lies

in its ability to express a clear relationship

with our sub-brands and valued partners,

stakeholders and customers. Co-branding is

achieved using either the sub-brand block, or

the partner block.

Sub-brands

For sub-brands such as Silver, we create the

equivalent of the Brand Block, but with a

background in a color associated with the subbrand

against which its logo can appear. The

sub-brand block will follow to the right and be

identical in size to the NCR Brand Block, with

a set relationship, close but not touching, as

shown. It should never precede the Brand Block,

or be vertically stacked either above, or below it.

When developing collateral for sub-brands,

the core brand rules still apply, including the

use of the Ribbon, colors and fonts.

Sub-brands should not have their own fonts

and any colors associated with them should be

derived from the brand color palette and used

in the same way.

Partner brands

The approach to partnership branding is

similar to sub-branding.

The partner brand would appear in its own

preferred colorway against a white partner

block. A textured version of the partner block

is available, which can stand out against white

backgrounds. Alternatively, the partner block

can be defined by a light keyline in 50% black

against a white background area.

The size of partner logos within the partner

block will depend on their individual design

(and should not be changed intrinsically in any

way) and should occupy a similar proportion

of the partner block as the NCR logo does

within the Brand Block, to present a relatively

equal level of emphasis.

01

02

Example of the Silver sub-brand block,

positioned to the right of the NCR Brand Block.

Example of a brand partnership, with

the partner logo in a white partner block

positioned to the right of the NCR Brand Block.

This example also demonstrates the placement

of the NCR and partnership blocks, detailed in

2.4.2 Using the Brand Block.


36

Version 6

3.5.2

Event identifiers

01 02

For some NCR events, it is necessary to create

unique identifiers to sit alongside the NCR

logo. The approach to this should be clear and

consistent, retaining the prominence of the

NCR Brand Block and brand assets.

You can create an event identifier by using

an outline square and the event title, set in

Frutiger and fully justified to the left and

right. Be sure to use Pantone 444C on white,

or in white on a photographic background

(see 3.7 Use of other colors).

01

02

An example of an event identifier box,

created at the exact same size as the

associated Brand Block. The copy within the

box is set in Frutiger, fully justified.

Placement of the Brand Box and event

identifier are identical to that detailed in

2.4.2 Using the Brand Block.


37

Version 6

3.5.3

Use of secondary blocks

01 02

X

X

X

2X >142px

The size of the Brand Block and secondary block

should always be exactly the same. Prominence

should never be given to either block.

The size of both together will be relative to the

area available for any particular application

(bearing in mind distance to edges referred

to in 2.4.1 Relationships and positioning)

but should never be so large as to occupy

more than 50% of the overall area of a given

application, or small as to render the Brand

Block insignificant or the logo illegible.

The NCR Brand Block and partner blocks

shouldn’t appear to be directly associated

with any strapline or other graphic device. To

ensure the integrity of the Blocks, an exclusion

zone is defined by the size of the NCR symbol,

as shown in the diagrams above. Nothing

should be placed within this exlusion zone at

any size.

01

02

The minimum size that the Brand Block

should be reproduced at in print is 2”

(50mm) or 142px on screen.

Diagram showing the exclusion zone and

placement of Brand and Partner Blocks in

relation to page edges and other elements.

NCR Brand Guidelines January 2015 The division icon set

38

Version 6

3.6

The division icon set

01 02 03 04 05 06

07 08

09

Our divisions are a vital part of the business

and as such need to be clearly identifiable in

their visual communications.

It’s important we’re united, as a single

organization, under our NCR brand. To meet

this need we have introduced a series of icons

to represent the divisions which complement,

but do not compete with, the core brand.

On solid-color (non-white) or photographic

backgrounds division Icons can appear in

white, gray or green PMS 361 (see 3.7 Use of

other colors).

A secondary set of division icons are colored

gray with green PMS 361 accents. These

are for use exclusively on solid white

backgrounds, as on other colors the accent

color may become confused.

01 Telecom and Technology

02 Retail

03 Travel

04 Finance

05 Hospitality

06 Professional Services

07 Small Business

08 Interactive Printer Solutions

09

Icons with Green 361 accents, for use

exclusively on white backgrounds.

NCR Brand Guidelines January 2015 Use of other colors

39

Version 6

3.7 Use of other colors

3.7.1 Color palette

01 02

PANTONE 7540 C

CMYK 0 0 0 80

RGB 51 51 51

# 333333

PANTONE 444 C

CMYK 0 0 0 50

RGB 128 128 128

# 808080

PANTONE 421 C

CMYK 0 0 0 30

RGB 179 179 179

# B3B3B3

PMS 361 C

CMYK 69 0 100 0

RGB 84 185 72

# 54B948

PANTONE 7417 C

CMYK 5 85 87 1

RGB 222 65 42

# E14F3C

PANTONE 272 C

CMYK 61 58 19 4

RGB 120 109 152

# 8080D9

PANTONE 310 C

CMYK 51 0 11 0

RGB 110 211 228

# 5CD8EE

PANTONE 279 C

CMYK 70 40 5 0

RGB 77 153 242

# 4D99F2

PANTONE 420 C

CMYK 0 0 0 20

RGB 204 204 204

# CCCCCC

PANTONE 7541 C

CMYK 0 0 0 10

RGB 230 230 230

# E6E6E6

PANTONE 481 C

CMYK 20 25 38 0

RGB 193 170 140

# CCBF9E

PANTONE 3945 C

CMYK 10 0 100 0

RGB 242 229 0

# EDE634

PANTONE 1375 C

CMYK 0 37 95 2

RGB 249 155 12

# F4A725

Our signature color is green and it’s our main

color for all visual communications. We can

use this in fresh and exciting ways to make

sure our visual communications don’t get

stale. The overpowering use of secondary and

supporting colors can reduce our brand impact

and erode our brand equity.

That said, secondary and highlight colors —

when used with discretion—can help improve

clarity or add interest, differentiation, or emphasis.

The form and usage of these colors is shown

later in conjunction with specific applications,

for example Powerpoint and web sites (see 4.1

Bringing it all together).

01 Secondary Colors

02

Our secondary colors are essentially

white and gray tones and can be used

to cover significant areas as they are

selected to complement the core brand

elements without compromising them.

These colors can also be used to generate

tonal backgrounds to support the Brand

Block, product photos and other graphics.

Secondary colors can also be used for

type, ensuring sufficient stand-out against

backgrounds.

Highlight colors

These are a range of colors which should

be used selectively. They are suitable for

informational graphics and charts, for

example, and can be used to highlight

copy and bullet points. These colors can

be used as tints but not as significant

background areas, and never behind or

adjacent to the Brand Block or Ribbon.

NCR Brand Guidelines January 2015 Use of other colors

40

Version 6

3.7.2

Color tips

01 03 05

02 04 06

01

02

Secondary and highlight colors should

be used evenly, without any single color

overpowering an application. Their aim is

to provide clarity to our design.

Green should be used to highlight

resolutions or results—green is our core

color and should demonstrate the value we

add to a chart or statement.

03

04

Try to balance the use of secondary colors

and highlight colors to create areas of focus.

Using highlight colors in a limited way to

create diagrams on top of Living Green is

permissable.

05

06

Never re-color Living Green or any of the

central NCR brand assets.

Do not overuse any one color—including

green! Secondary and highlight colors are

for creating message heirarchy and drawing

attention to particular messages. Overuse

of a single color will create a flattened

effect where no one message stands out.

NCR Brand Guidelines January 2015 Other applications

41

Version 6

3.8

Other applications not using the NCR Brand Block

The NCR Brand Block should be used to

represent our Brand wherever possible.

Without it, for example, our green may not

appear on certain materials—and that could

significantly weaken the overall strength of

our brand.

Sometimes, we’ll face physical contraints

that make it difficult or impossible to use our

Brand Block. When that happens, we can use

an overall green background area/substrate

(that meets our Living color specifications).

The Logo should always appear in white

directly against this background/substrate.

In exceptional cases, it may appear against

Black or a neutral/supporting color but

other color backgrounds are not acceptable.

Guidelines around the space around the Logo

and proximity to other graphic elements

should be adhered to as per the Brand Block

(see 2.2 Introducing the NCR Brand Block).

NCR Brand Guidelines January 2015 Photography

42

Version 6

3.9

3.9.1

Photography

Introduction to NCR photography

The style, subject matter and the way we use

photography is an important part of our new brand

identity. It reflects our tone of voice as well as

communicating the messages we are looking to convey.

Whenever possible, original photography

should be commissioned rather than using

stock images. When briefing photographers,

the aesthetic considerations following should

be communicated. Usage rights should also be

negotiated and agreed in advance.

We have also detailed two themes which will

support our “Everyday made easier” proposition

(see 4.1 Bringing it all together) which can

provide the basis for photographic briefings.

We’re building a library of photographic assets

which will include exclusive, unlimited usage

rights suitable for all divisions across the globe.

The images in all the categories should have a

color palette that points toward the brighter

end of the visual spectrum, feeling fresh and

positive.

The images may differ in the way

photographic techniques are applied to them,

however, they should never lose their sense

of realism. The best way to arrive at this

is to utilize the available natural daylight.

“Natural” in this case could also apply to

the artificial light present in the shooting

environment.

Avoid studio environments as they can make it

difficult to create a convincing realism without

high production values. In short: use a realistic

approach to create a realistic feel!

Make sure your photographer is focused on

producing images that convey a documentary

or “real world” sense.

NCR Brand Guidelines January 2015 Photographic themes

43

Version 6

3.9.2

Photographic themes:

Time lapse: “Day In the Life”

This is a montage approach designed to show

NCR touchpoints during a typical day in a

particular location, be it a street, transport

hub or mall. To create the illusion of time and

movement a number of techniques can be used:

• motion blur (slight)

• differential focusing

• scale shifts

A successful time-lapse image will be

dependent on clearly marked segments across

the image. There are various ways in which

this can be achieved, for example:

• exposure variants

• progressive image/subject development

across the photograph

NCR Brand Guidelines January 2015 Photographic themes

44

Version 6

3.9.3

Photographic themes:

Real life: “Everyday Stories”

The resulting images in this category should

convey a personal relationship between the

viewer and the subject portrayed, typically using

NCR products and services. You can do this in a

few different ways:

• close viewer/subject distance.

• the use of a long- focal length lens (care

must be taken that this does not result in a

voyeuristic image).

NCR Brand Guidelines January 2015 Film and video

45

Version 6

3.10

3.10.1

Film and video

Introduction to NCR on film

Film and video content should be real and

authentic with an aspirational look and feel.

We need to instantly identify with the imagery

and understand the story.

Our brand never sits still and our footage

should reflect this with movement and energy

implied in the shooting style. Handheld and

tracked shots should dominate to give a sense

of pace and energy.

Use a shallow depth of field in-camera to pick

out the subject matter with interesting framing

(such as shooting through the foreground

towards the subject matter) to give NCR

footage a vibrant and distinctive look.

Our customer is always the hero!

A warm and textured color grade should be

applied in post to give a consistent look and

feel across all video content.

When possible, use ambient sounds in the

films you create to add depth. Music beds will

be upbeat and driving with an emotive pull.

Footage can be sourced from stock, but must

be retouched to make it uniquely NCR.

NCR Brand Guidelines January 2015 Casting

46

Version 6

3.10.2

Casting

When casting, reflect people that represent

our markets—but also be sure you represent

the majority audience. (Always keep your

audience in mind.)

Casting recommendations:

• Selects need to appear real, with dynamic

lifestyles

• Talent should have a look/personal

demeanour that will evoke a sense of

aspiration in our audience

• Talent should look friendly and

approachable

• Ethnically diverse casting is recommended

NCR Brand Guidelines January 2015 Locations

47

Version 6

3.10.3

Locations

• Locations should look real and genuine.

• We don’t have to show people but we

have to be human.

• The use of green screen background

overlays is not recommended.

• Talent and contributors should shoot insitu

to give a true sense of authenticity.

• Exterior locations should be energetic and

interesting. They should have a personality

of their own so they become a part of the

story being told.

• Interior sourced locations must be stylish,

vibrant and aspirational. Natural lighting

is preferred and customer interactions

should not feel staged.

NCR Brand Guidelines January 2015 NCR titles

48

Version 6

3.10.4

NCR titles

01

02A B C

Our end frames and titles are a recognizable

and trusted cue. This guide illustrates the best

practice for producing clean, coherent titles on

all NCR produced video and digital content.

01 Television titles

02

• Create a central focal point to the

composition.

• Limit the number of colors to create

impact.

• Using the NCR green background to

anchor graphical text titles is advised.

Television end frames

A

Where possible, use HD. This has a 16:9

anamorphic aspect ratio and is 1920x1080

(full HD) resolution.

B

Where HD isn’t available, use standard

definition (SD). This is 1024x576.

• NCR New Marker for headline text and

secondary or default fonts for subtitles

and name straps.

C

Cinema format is 2K 1.89:1 2048x1080.


Version 2

4. BRINGING IT

ALL TOGETHER

NCR Brand Guidelines January 2015 Bringing it all together

50

Version 6

4.0

4.1.1

Bringing it all together


Now that we’ve covered the elements of our new

identity, let’s be sure to apply them consistently across

all communications.

This will all come together to communicate our

“Everyday made easier” proposition, the essence

of NCR and the way we talk about ourselves to

customers and consumers alike.

We now talk directly, in a human voice and

often in the first person (“We are NCR”)

sharing emotive stories around our products in

a warm, approachable way. We use naturalistic

photography (see 3.9 Photography) showing

real human encounters with our products.

Where we just show products, we do it simply

and honestly, against our green background

where possible and with human stories told

through copy to bring individual product

benefits to life.

We can introduce the words “Everyday

made easier” as part of the copy—but not

as a separate strap line. Please see our brand

voice guidelines for more detail on using our

essence in copy.

These initial guidelines address some of the key

communication channels we use on a regular

basis as well as more specialized applications.

Further examples will be added going forward

and our asset library will be built up to

include templates, original photography (with

appropriate rights) and video content.

NCR Brand Guidelines January 2015 Everyday made easier

51

Version 6

4.1.2


Using the trademark

The phrase “Everyday made easier” has been

trademarked for our use. The NCR New Marker

font contains a “TM” glyph, which should

follow the final “r” whenever the phrase is

used in NCR communications.

NCR Brand Guidelines January 2015 Stationery and printed collateral

52

Version 6

4.2

4.2.1


Letterheads

01 02

May 1, 2013

Street Number and Address

Building or Suite Number

City, State, Zip Code

T: 123.456.7890

F: 123.456.7891

www.ncr.com

Mr John Jones

Purchasing Manager

Universal Corporation

1234 Broadway

Anytown, AN 12345-6789

Dear Mr Jones,

Only the printer and our administrative support generally see our letterhead

without a typewritten letter on the sheet. In fact, it is the typist who visually

completes the design of each letter. Therefore, the format employed for the

typewritten message and its quality of execution will have a great effect on the

attractiveness of the finished letter.

This is an example of a letter typed in contemporary block-left business format,

which fits well with our letterhead design. The left margin is set to align with the

left side of the NCR signature. The distance beween the NCR signature and the first

line of the date/address will vary with the length of body copy of the letter.

Paragraphs are not indented, and are seperated by one clear line space. Set the right

margin so that at least one and one-quarter inch will always remain clear.

For letters that require a second (or additional) page, use the same left and right

margins and begin typed copy on the same line as the first line of the address

occupies on the first page.



City, State, Zip Code

T: 123.456.7890

F: 123.456.7891

www.ncr.com

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc erat dui, adipiscing ut

commodo ut, venenatis eget tortor. Sed vehicula mauris nisi. Maecenas sit amet orci

ante. Curabitur sed lacus in arcu tristique tristique eu sit amet nulla.

In blandit tempus adipiscing. Curabitur vel nisl et mauris consequat sodales. Vivamus

augue sapien, viverra vitae sagittis et, viverra eget lorem. Aenean scelerisque, mi a

volutpat consectetur, sapien erat interdum justo, eget sagittis est justo ut elit. Mauris

tempus, massa et congue blandit, justo magna posuere urna, in blandit nisi orci

dapibus felis. Proin egestas felis in magna interdum non tincidunt lacus accumsan.

Morbi tempor sapien nec est luctus vel commodo ipsum vehicula. Suspendisse sem

nulla, pellentesque sodales ultrices eget, aliquam vitae sapien. Aliquam facilisis

dignissim leo, molestie pharetra felis eleifend eu. Donec elit diam, rhoncus et

interdum eget, rutrum vel quam. Ut elementum, libero eget aliquet dignissim, erat

sem dapibus augue, quis blandit tortor ligula et libero.

Curabitur tortor dui, mattis in iaculis id, hendrerit in arcu. Sed tempus rutrum

adipiscing. Etiam malesuada consequat odio id convallis. Sed euismod est egestas

magna commodo vulputate. Duis id mauris eget felis pellentesque consectetur.

Vestibulum fermentum, lacus sed pulvinar volutpat, magna urna gravida eros, non

tincidunt mi ante tempor tortor. Integer facilisis nunc pretium nunc tristique semper.

Vivamus tempus tincidunt facilisis. Vestibulum ante ipsum primis in faucibus orci

luctus et ultrices posuere cubilia Curae; Phasellus euismod urna vel velit suscipit

lacinia. Etiam commodo lacus et libero varius porttitor.

Sincerely,

Joan Smith

Position or Title

Department/NCR Location/LOB

The Brand Block is positioned top right on

stationery and other internal documents, with

address details appearing to the left of the

Brand Block typeset in Frutiger, ranged right.

Professional printing will require the InDesign

artwork files provided as assets, which

include more detailed font and color repro

specifications.

Word templates for US Letter and A4 sizes are

available for internal use.

01 NCR letterhead featuring the Brand Block.

02

Sample second page, with copy beginning

in line with the address on the first page.

Sincerely,

Joan Smith

Position or Title


US LETTER BASELINE

A4 BASELINE

Joan Smith

Position or Title



53

Version 6

4.2.2

Business cards

01 02

Joan Smith

Position or Title

Department



City, State Zip Code or Country

T: 123.456.7890

F: 123.456.7891

joan.smith@ncr.com

ncr.com

The Brand Block is positioned to the right on

business cards, with personal and address details

appearing to the left, typeset in Frutiger font

and ranged right.

Business cards should be professionally

printed and will require the InDesign artwork

files provided as assets, which include more

detailed font and color repro specifications.

01

02

Example business card with Brand Block

positioned to the right, text aligned down

the center and aligned left.

Note that the “ncr.com” copy is always

printed in PMS 361 green.

Business card reverse (optional – please

speak to budget holder before use).

Where budget allows, (and when express

consent by the budget holder is given) Green

Painting No. 1 can be used on the reverse.


54

Version 6

4.2.3

Product datasheets

01 02 03

Why NCR?

NCR Corporation (NYSE: NCR) is the global leader in

consumer transaction technologies, turning everyday

interactions with businesses into exceptional experiences.

With its software, hardware, and portfolio of services, NCR

enables more than 300 million transactions daily across the

retail, financial, travel, hospitality, telecom and technology

industries. NCR solutions run the everyday transactions

that make your life easier.

NCR is headquartered in Duluth, Georgia with over

26,000 employees and does business in 180 countries.

NCR is a trademark of NCR Corporation in the United

States and other countries.

Improve production of future orders

Replace manual processes with automated scheduling,

tracking and production of future orders. Aloha Takeout

makes it easy to manage future orders and ensure deposit

accountability, increasing customer trust – and driving

repeat business.

Enhance driver performance

Assign orders to drivers with just one touch on the

application’s graphic user interface. Use driver data

to identify opportunities to improve the efficiency

of delivery operations and boost capacity.

Optimize route planning

Help drivers quickly get to their destinations with integrated

mapping tools that generate accurate, multi-stop routes in

less than a second. In addition, Aloha Takeout can provide

turn-by-turn printed directions and grocery items for each

run, removing the guesswork from route planning.

Key Features

• Recognition capabilities include caller ID lookup and

association of multiple phone numbers and addresses

with each customer

• Driver performance tools include order assignment and

adjustment, maps and direction support, and itineraries

with grocery items

• Estimates delivery timeframes and driver returns

to improve customer and operational visibility

• Associates Aloha Loyalty and payment data with guest

records to streamline order-taking and assign loyalty

points accurately

• Future order entry provides scheduling,

preparation needs and deposit management

• Provides real-time operations and driver

performance metrics

NCR continually improves products as new technologies and components become available. NCR, therefore, reserves the right to change

specifications without prior notice.

All features, functions and operations described herein may not be marketed by NCR in all parts of the world. Consult your NCR

representative or NCR office for the latest information.

All brand and product names appearing in this document are trademarks, registered trademarks or service marks of their

respective holders.

© 2013 NCR Corporation Patents Pending EB10508-0713 www.ncr.com

Product datasheets should be aligned with

other printed collateral when we are featuring

products, using the Green Painting, Brand

Block and NCR New Marker font to introduce

our products in our new voice.

The templates for product datasheets are

based on single sheet publications. On the

front, we prominently position our products

against a banner of Green Painting no.1.

Titles are set in NCR New Marker Caps and key

benefits copy ranged left (see 3.3.3 Type).

The reverse face uses the Ribbon to transition

from the Green Painting to an overall white

background, which can then support detailed

copy set in Frutiger and printed in gray. The

Brand Block appears bottom right as specified.

InDesign templates are available to download.

01

02

A product datasheet template, with

placeholder copy.

A product datasheet template, with

placeholder copy, demonstrating a layout

using a different sized product.

03 Reverse of a product datasheet.




55

Version 6

4.2.3

Product datasheets

Lifestyle pictures and case studies

01 02

I AM THE NCR

PRODUCT NAME

Product category if applicable

NCR CASE STUDY

TITLE HERE

Product category if applicable

AN NCR CASE STUDY

Title goes here


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id et sapien. Cum sociis natoque penatibus et magnis

dis parturient montes, nascetur ridiculus mus. Morbi

scelerisque lorem non magna mollis id vestibulum odio

laoreet. Integer sed turpis augue, hendrerit vehicula

leo. Aliquam volutpat rhoncus diam, ut volutpat felis

dignissim at.

Key features


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id et sapien. Cum sociis natoque penatibus et magnis

dis parturient montes, nascetur ridiculus mus. Morbi

scelerisque lorem non magna mollis id vestibulum odio

laoreet. Integer sed turpis augue, hendrerit vehicula

leo. Aliquam volutpat rhoncus diam, ut volutpat felis

dignissim at.

Competitive advantage goes curbside with new POS capabilities

Drive sales – and staff efficiency with NCR Aloha Takeout. This application has what it takes to help you improve your

speed-of-service, manage future sales and optimize delivery. Aloha Takeout tightly synchronizes fast-paced restaurant

takeout and delivery operations from order entry to driver route planning, making the most of every minute. Benefits include:

Create new sources of revenue

Customers expect flexible dining options - with

Aloha Takeout, you can give it to them. Extend the

walls of your business with fast, profitable takeout

and delivery operations.

Get closer to your customers with look-up tools

Recognize your customers when they call with integrated

caller ID, fast look-up capabilities and access to previous

order data. Aloha Takeout provides automatic searching

against six fields, increasing the likelihood staff can locate

the right customer on their first attempt.

For more information,

visit www.ncr.com, or email hospitality.information@ncr.com

Enhance customer satisfaction

with faster phone service

Aloha Takeout is engineered for speed, with tools to identify

customers, access secured, stored payment information, and

repeat previous orders quickly and accurately. With shorter

hold times, staff can serve more customers, generating

higher sales and improving customer satisfaction.

Headline summarizing the most important attribute or benefit of the product

A brief introductory paragraph here (approximately 50 words) summarizing the key features and benefits of the

product. Be sure to answer the question: how does this benefit the client? (Does it increase operational effciency?

Minimize downtime? Offer customers a better interaction experience? All of the above?)

Benefit #1

Be sure that it’s a benefit (e.g. increased productivity),

not a feature (e.g. advanced applications). Then, in one

or two sentences, explain how the product delivers the

stated benefit. This description should be no more than

four lines in layout (approx. 25 words). It can be slightly

longer if you include fewer than five benefit bullets.

Benefit #2

See Benefit #1

We are NCR. We make everyday easier.

ncr.com/financial | financial@ncr.com

Benefit 3

See Benefit #1

Benefit #4

See Benefit #1

Our highlights in brief

Location

Results

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• Lorem ipsum dolor sit amet, consectetur.







NCR continually improves products as new technologies and components become available. NCR, therefore, reserves the right to

change specifications without prior notice.

All features, functions and operations described herein may not be marketed by NCR in all parts of the world. Consult your NCR

representative or NCR office for the latest information.

NCR ___________ is either a registered trademark or trademark of NCR Corporation in the United States and/or other countries. All

brand and product names appearing in this document are trademarks, registered trademarks or service marks of their respective

holders.

© 2013 NCR Corporation Patents Pending EB####-#### ncr.com

In some cases, product datasheets do not use

product images at all, but lifestyle images.

In these cases, a banner of Green Painting no.1

should be used with the Ribbon to transition

into the lifestyle photography, so that

wherever possible the photography is used

rigth to the border of the page.

01 A product datasheet template using a 02

lifestyle image.

The reverse of these product datasheets

would be exactly the same as for a

Datasheet using product photography.

Case studies are created in the same way

as product datasheets which have lifestyle

pictures. The logo of the case study is

placed in a white box over the bottom

left of the photograph, keeping it clearly

separate from the NCR brand block. Care

must be taken to ensure that the case study

logo is no more prominent in the overall

design than the NCR Brand Block.


Version 6

4.2.4

Whitepapers

4X

X

X

X

3Y

Y


Version 6

4.2.4

Whitepapers

Continued

X X

X

4X

Y/3

Y


58

Version 6

4.2.5

Exhibition signage

Pull-up banners

01 02 03

X/5

FULL HEIGHT OF BANNER (X)

01

02

A pull-up banner using Green Painting

no. 1 and the Ribbon, which takes up 4/5

of the height of the banner.

Another example using a photographic

background, transitioning to white with

a white Ribbon.

03

This option uses the Brand Block and

sub-brand block. The Brand Block is

placed centrally with the sub-brand or

event identifier to the right.

Y/2

TOTAL WIDTH OF BANNER (Y)

NCR Brand Guidelines January 2015 Emails and landing pages

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Version 6

4.3

4.3.1


Emails and Landing Pages

01 02 03

01 For shorter, ad-hoc announcements and 02 The example here shows a customer 03

news communications, a similar style is

adopted, with a banner of Living Green at

the top of the newsletter and two columns

of copy set in Arial.

facing email design, with the NCR logo

prominently displayed in a shallow header

banner. In this case, there is no need to

duplicate NCR branding by including a

Brand Block.

Note that the “ncr.com” copy is always in #

54B948 green.

The final example here uses a 2 column

layout with images for newsletter stories

and featured story.

NCR Brand Guidelines January 2015 Emails and landing pages

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Version 6

4.3.1

Emails and Landing Page

Header Graphics

X

X X X

X

HEADLINE TITLE

SECOND LINE

Subtitle here, can go to

two or three lines

More info line if needed

HEADLINE TITLE

SECOND LINE

Subtitle here, can go to

two or three lines

Y/3

Y

NCR Brand Guidelines January 2015 On screen applications

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Version 6

4.3.1

Emails and landing pages

Internal communications

This example newsletter shows how the NCR

brand elements can be applied to an HTML

email for internal use.

Using the NCR Brand Block at the bottom

of the newsletter, the NCR identity is shown

using a banner and title in NCR New Marker.

This helps to build equity around the Living

Green, developing it as one of our clear

identifiers.

Elements like the date have been overlaid

onto this banner, which transitions to the

photograph using the Ribbon at 120% of the

email width (see 3.2.2 The Ribbon).

All other copy in the newsletter is set in Arial

as editable HTML.

The Alternative Brand Block is used in the

footer at 141px wide.



NCR Brand Guidelines January 2015 Mobile applications

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Version 6

4.3.3

Mobile applications

This example shows how the NCR brand can

be applied to a mobile application.

A banner of Green Painting No. 1 is created

(see 2.5 Using the NCR symbol without the

Brand Block) and the NCR symbol placed in

the center. The banner can be used either at

the top or bottom of the screen, whichever

suits existing applications.

No drop shadow should be applied to the

symbol, but a drop shadow may be applied

to the Living Green banner using the

following specifications:

Opacity: 20%

Angle:

o

90 or -90

Distance:

o

10

Spread: 10

Size: 25

o


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Version 6

4.3.3

Mobile applications

Continued

This example shows how the NCR Brand

Block can be applied to an application icon

for iOS.

The Alternative Brand Block is recreated

at 114px x 114px square, as specified in

the Apple Developer Library. iOS will

automatically add the shadow, rounded

corners and reflective shine.

114px

This approach should be used for all NCR

mobile applications where possible.


64

Version 6

4.3.3

Mobile applications

Continued

When we have the opportunity to use

more of the screen—for example, on a

“loading screen”—the Brand Block should be

reproduced in full.

NCR Brand Guidelines January 2015 Social media

65

Version 6

4.3.4

Social media

01

04

02

03

A set of social media icons have been created

in PMS 326 green, to ensure consistency of

use across all online applications, or white if

reversed out on a background of Living Green.

Wherever possible, social media profile pages

should be edited to fit the guidelines within

this document.

01

02

Simple, single color icons for Linkedin,

Facebook, YouTube, Twitter, RSS and

sharing have been created to give online

applications a consistent look.

Social media icons reversed out on a

background of Living Green.

03

04

When creating an official NCR social

media profile, the Alternate Brand

Block should be used as a profile image

wherever possible.

Example of NCR brand assets used to

create a social media profile.

NCR Brand Guidelines January 2015 Desktop wallpaper

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4.3.6

Desktop wallpaper

01

Special wallpaper to suit all common screen

sizes/resolutions will be made available. The

default option is the Living Green painting.

01 Default wallpaper

NCR Brand Guidelines January 2015 PowerPoint

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Version 6

4.4

4.4.1


PowerPoint

Overview

A master template for PowerPoint

presentations including slide and title masters

is available to download. The deck includes

all the brand assets specially created for

PowerPoint with examples of main slide types

for further guidance.


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Version 6

4.4.2

PowerPoint

Top tips

01 03 05

02 04 06

01

02

Make presentations as visual as possible,

using photography and product imagery in

a bold way.

Keep slide copy short and to the point,

reflecting our clear, open and human voice

and don’t forget, less is often more!

03

04

Use section dividers to break up your deck

and add a change of pace.

Use full screen images (with headline copy

if relevant) of people and places to keep

your presentation customer/consumer

focused and relevant.

05

We’ve included a footer for security and

copyright reasons. It can be tailored to

suit individual presentations. For further

guidance, please refer to the in-template

instructions.

06 Keep layouts as clean and simple as possible.


69

Version 6

4.4.2

PowerPoint

Top tips continued

01 03

02 04

16

9

01

02

Use squares—echoing the NCR Brand

Block—as visual devices to hold copy and

images.

Use the supporting colors in infographics

and charts and to highlight copy, but don’t

overdo it—use these colors to increase

clarity—not create confusion!

03

04

Simplify technical info, graphics and charts

as much as possible.

Use only 16:9 layout for PowerPoint

presentations.


70

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4.4.2

PowerPoint

Top tips continued

01 03 05

02 04 06

01

Do not use WordArt or any fonts not

specified in these guidelines.

02 Do not create or use custom backgrounds.

03

04

Avoid clip art and peripheral graphics—if it

is not adding anything, don’t use it!

Do not revert to the use of old PowerPoint

templates. For consistency, all PowerPoint

presentations must be reformatted to suit

the guidelines.

05

06

Don’t drop the NCR Brand Block onto every

slide! The Ribbon will ensure a unified NCR

design throughout.

Do not place “spot” images onto the NCR

Green background. Images should be full

bleed, used in conjunction with the Ribbon.

NCR Brand Guidelines January 2015 Signage

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4.5

4.5.1

Signage

Exterior signage

01 02

x

x

2400 South Main Street

VARIABLE

6ft / 8ft

4ft / 6ft / 8ft

Approved artwork for the brand block must

be used for reproduction.

For further information and details on

materials, fabrication and installation, the

current NCR signage specifications should

be referenced.

01 Monument signs

02

Double-faced, internally illuminated

sign, 8ft or 6ft wide logo in Brand Block.

Polycarbonate face with color-fast film/laser

cut stencils applied to reverse of sign face.

Cabinet in metal, approx. 24” deep (for doublesided

installations) silver finish with provision

for access to electrical and lighting supply.

Building mounted signs

Single-faced, internally illuminated sign,

4ft, 6ft or 8ft wide logo in Brand Block.

Polycarbonate with color-fast film/laser cut

stencils applied to reverse of sign face.

Cabinet, approx. 6” deep in metal, silver

finish to allow access to electrical and

lighting supply.

Variable height of sign plinth structure

includes signage slat with location details

in Frutiger font, upper/lower case. Slats in

metal powder-coated to match mid gray,

PMS 444, with laser-cut vinyl letters in white.

Plinth painted to match mid gray 444.

NCR Brand Guidelines January 2015 Signage

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Version 6

4.5.2

Internal signage

01

3ft / 5ft

01 Reception, communal areas

02

Single-faced, internally illuminated – 4ft/5ft.

Logo in Brand Block. Polycarbonate with

color fast film/laser cut stencils applied to

reverse face. Approved artwork for the

Brand Block must be used for reproduction.

Cabinet in metal, 4” deep (to accommodate

lighting tubes and gear) silver finish with

allowance for access to electrical and

lighting supply.

Office spaces, interior walls etc.

Clear vinyl/transfer graphics featuring

the Ribbon device run across glazed/

plexiglass elevations.

Brand Block, when used, should be positioned

bottom right. This should be printed onto

a white base to ensure logo stands out. It is

acceptable to use the solid PMS 361 version if

full color printing is not available.

For further information and details on

materials, fabrication and installation, the

current NCR signage specifications should

be referenced.

Approved artwork for the Brand Block must

be used for reproduction.

NCR Brand Guidelines January 2015 Exhibition booths

73

Version 6

4.6

Exhibitions

Exhibition booths are a powerful way to

showcase the brand in conjunction with NCR’s

products and services. The overall aim will be

to deliver an “exceptional experience” for all

visitors. That means we provide spaces that not

only present hardware, software and services

effectively, but also create an environment

which is inviting, modern and stimulating.

The main elements of the brand identity are

employed to good effect, with the Brand Block

used as a suspended, internally illuminated

cube to stand out in crowded exhibition halls.

The Ribbon can be used to link wall runs and

a bold use of NCR New Marker font for key

messages reinforces our brand. Selective areas

of Living Green contrasted with predominantly

white, clear or frosted surfaces and materials

will cretae a consistent and contemporary look.

More guidance and specific design details

will be provided in the near future, along

with photographic examples of installations

across Industries to show how the look is

being implemented.

NCR Brand Guidelines January 2015 Apparel

74

Version 6

4.7

Apparel

01 02

03

Apparel

We are introducing a stylish, modern and

functional range of NCR branded apparel

which will make us feel part of the brand.

01 Outer wear

02 T-shirt

03 Alternate t-shirt

NCR Brand Guidelines January 2015 Special touches

75

Version 6

4.8

Special touches

01 02

03

Special little touches

01 Pin badges

02 Pens

03 Tote bags and other promotional items


Version 2

5.

DESIGN CONTACTS

AND SUPPORT

NCR Brand Guidelines January 2015 Design contacts and support

77

Version 6

5.0

Design contacts and support

Internal contacts

Tess Perez

Production Manager, Creative Services

E: tess.perez@ncr.com

Crystal Robinson

Senior Marketing Specialist, Creative Services

E: crystal.robinson@ncr.com

Designs can be submitted for review to the

internal contacts listed above.

Where non-compliance is identified, issues

will need to be rectified before sign-off. While

we have tried to create examples of all types of

assets, inevitably there will be unforeseen issues

and potential conflicts.

Where necessary, updated versions of these

Brand Guidelines will be distributed with

notifications as to changes and/or additions.

Teste

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