Brand book

Futurice 2011
Brand book
About this book
This book is a
reference manual
for everyone who deals
with the Futurice brand.
It has three purposes:
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c c|ar|y uur|ce: brand e::ence and brand per:cna||y
c prcv|de brand qu|de||ne: cr cur ccnnun|ca|cn
Futurice is growing and we want to make sure were all pulling in the same direction.
Theres never been a better time to restate what our brand is all about.
In the rst part of the book youll nd info thats useful for everyone at Futurice. The
second part ofers our marketing communications people some concrete guidelines for
their work.
9 8
I From vision to brand
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Contents
II Guidelines
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Our clients say...
Our vision
The story of Futurice
Our brand promise
How to make our brand an everyday reality
Futurice employer brand
I From vision to brand
1 1
Our clients say...
Futurices strengths are professional
skills and a customer-oriented attitude.
Understanding the customer is the
absolute strength of Futurice.
The guys at Futurice were creative and helped
tremendously in enhancing our concept.
The application implemented by Futurice
was exactly what wed hoped for.
Futurice professionals have a phenomenal
ability to inspire people and bring about
a creative atmosphere in their workshops.
A great ability to respond to our concerns.
They have an ability to listen to the
customer and build high-quality
products with a tight schedule.
Reliable.
They are easy to work with.
The project team was relaxed but extremely
committed and professional.
1a
uur|ce: a|n |: c |e|p cur c||en:
|nprcve |e|r bu:|ne:: v|| |e de:|qn
and |np|enena|cn c e|eqan,
unc|cna|, and ex|b|e d|q|a| :c|u|cn:
Our vision
We meet their needs by providing simple,
straightforward, and hassle-free service
and results.
But we also want to be known as the
team that brings our clients that Eureka!
moment that point of clarity when all of
a sudden they see all their plans coming
together.
We want to raise client expectations to
a whole new level. We want them to
see that getting their whole IT services
package from us is simple, fun, and
fullling both the process and the end
result. We want our clients to hear our
proposals and say, Yes! Thats exactly
how it should be!
This means were setting out to change
the established way of thinking in our
industry. To do this successfully we need
to gain momentum and really focus on
building inuence in our eld.
By 2015 we want to have 300 brilliant
people on our staf.
By 2015 we want to serve top-tier global
players from 6 locations worldwide.
We cant do this without having a strong
brand that grabs the attention of global
players and their top management. We
need to be credible. They need to be
listening to us.
Our brand isnt an articial construct. Its
a strong distillation of who we are, what
we know, and what we believe in. The
industry is undergoing dramatic change
as analog processes are being digitalized.
The way business is done is transforming.
We are going to show how its done
while the rest of the industry catches up.
So get to know our brand get it out
there and work it hard because if
everyones on board, Futurice is really
going to make things happen!
1o 1
The story of Futurice
It all began with a few engineering
students doing what they do best:
creating interesting things through clever
coding.
This small group of friends had a passion
for using the latest technology to create
smart, convenient, and exciting solutions
to everyday problems.
They were devoted to their creations
and felt a sense of real ownership and
responsibility for what they made and
what it could do.
Satised clients spread the word about
the new, resourceful, and down-to-earth
player in the market.
Three engineers walked into
a bar...
The friends were excited to realize that
the approach that they ofered fresh,
unpretentious, clever was one of the
main reasons that people wanted to work
with them.
They gured, Lets get this going. Lets
make it happen. But lets promise never to
get stuck on the corporate conveyor belt.
They wanted to stay inspired to run
a exible, thoughtful, outward-looking
business, not a code factory.
To get the best results they realized theyd
need to create multi-talented teams made
up of all sorts of skillful and gifted people.
One engineer
said...
...they took a few friends with them,
including, down-to-earth artists from the
school of art and design, entrepreneurial
businesspeople, and energetic individuals
from all sorts of elds. Futurice emerged
out of its modest beginnings and into the
corporate world.
New, young, gifted students not just
engineers start at Futurice every year:
we take on people who are energetic,
eager to learn, and who arent jaded by
the industry.
Our roots are in engineering, but we see
our engineers as designers, sculptors of
ideas, and social architects
And regardless of our backgrounds, were
all working together to engineer a new
future with our customers.
When the engineers left the
bar...
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while
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1o 19
They started a journey...
And its getting more and more
interesting.
Because for Futurice, software design
is not just about solving immediate
problems, its about positively inuencing
the bigger picture for our clients.
We want to provide options, broaden
horizons, change mindsets, and give our
clients new tools and new perspectives on
the way they operate.
At the ten-year mark Futurice had around
150 employees and a global client base.
Our designs continue to incorporate
sensitivity and human understanding, and
consider all angles of the user experience.
We consider the social impact of the
designs we create, and we trust that
intuitive design will stimulate renewal in
the tech-driven engineering world.
But they stayed in touch with
their roots.
While we continue to grow, and the
futures looking fantastic, our down-to-
earth attitude and entrepreneurial spirit
never changes.
Our capacity to constantly evolve, adapt,
and evaluate our own work practices
to better serve our clients makes us an
eternal start-up, no matter how big we
grow.
So, how many engineers (and their friends) does it
take to change an industry?
We dont know yet, but were
dedicated to nding out.
1
Our brand promise
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We make it easy, we make it happen.
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100 ccnn|nen
and re:pcn:|b|||y
ru: and re||ab|||y
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We understand you and what you really
need; we listen, we care, we talk the same
language as you. We are transparent in the
way we operate.
We dont just do excellent work and
solve problems. We take on the larger
responsibility of inventing and constructing
new ways of doing things wherever we see
opportunities.
You dont need to worry about whether
things will get done. They will be done,
quickly, efciently, and with an impressive
end result.
Were straightforward, easy to work with,
and unpretentious.

/n na||nq ||: a: :ra|q|crvard and |a::|e-ree a: pc::|b|e cr ny c||en`
How to make our brand
an everyday reality
Make it easy, make it happen.
We never ask
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but instead \|a |: ycur de:|red
cuccne`
Be non-hierarchical, creative, and unconventional. Make our
clients vision happen. Aim not to get bogged down in processes
that dont take projects forward.
Be honest, open, and approachable think laterally to come up
with practical and functional solutions for our clients.

Our brand doesnt just exist in our minds. It should be alive in
our actions, attitude, and in our relationships with each other
and our clients.
/:| ycur:e|
rcn p|||c:cp|y c ac|cn
P|||c:cp|y
Make it easy for the client
/c|cn
Ask yourself: Am I making it as easy
as possible for them?, Do they have
the feeling that everythings moving
forward smoothly?, How could I
make things even more comfortable
for them?
P|||c:cp|y
Make it happen
/c|cn
Listen carefully to what the client
wants. Ask yourself: What are their
bigger picture issues? Always
think about the end-product youre
creating. Will it serve their wants as
well as their needs?
P|||c:cp|y
Always look at things
from the clients
point of view
/c|cn
Ask yourself: How does my client see
this?, How experienced are they?,
What might be their main worries and
areas of uncertainty?
/dap ycur apprcac| every |ne
n every :|ua|cn and |nerac|cn, a:| ycur:e|
4
Futurice employer brand
For example, our employees know that if they can see a better way
of doing things they will run it past their colleagues, take on board
their advice and ideas, then go ahead and do it.
Feedback is fuel for Futurice. Its how we keep learning and
progressing. We keep our hours humane and our workplace family
friendly.
Our employees feel enthusiastic and appreciated for their high-
quality work. They have autonomy and the chance to take on new
responsibilities.
Its important to Futurice that our employees trust each other.
We take our responsibilities seriously and we genuinely work hard
to live up to our brand.
Were a team of expert, professional, open-minded, and ambitious
teamplayers who arent afraid to speak out, laugh out loud, and get
the job done.
Because we think that thats how you make things easy and thats
how you make them happen.
What our employees have to
say about working at Futurice
At Futurice, I come to work because
I want to, not because I have to.
Great team.
The overall morale,
competitiveness, and all the happy
people create a great place to work!
Working at Futurice is a lot
of fun. Varying work tasks and
professional atmosphere.
Working at Futurice is even
better than I imagined it to be.
Everyone is so supportive and
easy-going and just great!
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:renq|: |a: v|y ve dcn be||eve |n :r|c ||erarc||e: and
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Tone of voice
Our logo
Colors we love
Typography
Illustration
Photography
II Guidelines
o 9
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|e prcn|:e :|cu|d run |rcuq| a|| |e ccpy ycu prcduce |e ncre
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We make it easy, we make it happen
In a nutshell, were non-hierarchical, creative, and
unconventional meaning were capable of thinking laterally to
come up with practical and functional solutions and we make
it easy.
Were good at what we do and we know it but were proud of
the fact that we strive to build our clients dreams, not our own
egos.
Our clients love us because were honest, open, and
approachable we make it happen.
What not to write
Futurice has been focusing on software
development and what it means for the companys
priorities and partnerships in a series of reports and
speeches.
We believe in the principle of mutual advantage
and build productive relationships with each other,
our partners and our customer.
(fromthe BP website: too formal, dry, sounds a little
too aggressive for Futurice)
What to write
We listen to our clients. Feedback is fuel for
Futurice were constantly looking for better ways
of working.
(Says a lot, without being complicated. The use of
we sounds more personal and approachable)
We keep our promises.
(To the point, personal, and without hollow
phrases or complicated language)
5 principles
1. Transparent
Our copy should reect our approachable,
open-minded, and honest way of doing
business.
Copy should be accessible and friendly,
yet professional, to reect our company
values.
Keep copy simple, accessible for non-
native speakers, and avoid wordy or overly
formal language.
What to avoid:
Through annual surveys and product feedback
eforts like the Customer Experience Improvement
Program, we continue to listen and respond to
our customers and partners and are committed to
improving their experiences with us.
(Impersonal text, limited use of personal pronouns.
Use of common and hollow catchphrases.)
What to write:
A lot of companies are about making the right
noises. Were about listening. Were always hungry
for solid feedback, because its your vision were
building.
(Use of personal pronouns we, you. Avoids
common marketing catchphrases.)
2. Down-to-earth
At Futurice we like what we do and we like
to see results, but we dont take ourselves
so seriously that we stie each others
creative energy or lose sight of the fact
that were working for the client.
Our copy should reect the fact that were
approachable, open-minded, and friendly
and because of this, were excellent at
nding exible and inventive solutions for
our clients.
Our copy should steer clear of fashionable
marketing words, and should try always to
capture the substance of a message and
not just the form.
You should use you occasionally to refer
to the client, but dont overuse it for
example, no more than a couple of times
per page or it can make copy sound too
aggressive.
Tone of voice
0 1
4. Energetic
Were a youthful, energetic company who
are committed to what we do. Futurices
copy should have air, but should always
have a solid and practical message.
Copy should show potential clients and
individuals who may be interested in
working for us or nding out more about
us that we enjoy what we do and we
always have the energy to improve on the
end result, and on our own practices.
In this same context, you can use we
and our along with Futurice when
discussing the company.
We should mention the company name,
but not to the point where we alienate
readers.
The exception is non-marketing
communications, such as investor
relations communications and press
releases, where speaking in the third
person (Futurice) is more natural and is
an established practice among the target
groups.
What not to write:
We get the job done. Every time.
(This isnt descriptive or interesting it doesnt say
anything about the unique nature of Futurice or the
way we operate)
What to write:
Tron was a cool and creative project, with a good
customer and a tightly-knit teamof talented
developers.
(Futurice web pages: Its positive, specic, and a
direct quote. It expresses Futurices values and way
of working)
We have a few more applications cooking in the
oven by the same creative team. The rst is a highly
rewarding user experience in the Nokia Trailers
app. Stay tuned for the next installment!
(adapted fromFuturice web pages)
Poor copy:
We nd out your needs and undertake a structured
and detailed process of development and testing
giving you our advice on how best to proceed
with the optimization of the product, in order to
guarantee increased satisfaction fromthe client
and a resultant improvement in the quality of the
nal product.
(Unclear, unstructured text, too much technical
or empty jargon and makes the client the object,
rather than the subject)
Good to-the-point copy:
Service design is the rst step in transforming a
service idea into a tangible product. We add depth
to the service concept by linking it to business
goals, doing preliminary end-user experience
design, planning out the technical implementation
and laying the rest of the groundwork upon which
the service will be built.
(Futurice website, under descriptions of services.
The text is slightly technical, but appropriately so
for its audience. Its still clear, uses plain English,
and is easily accessible for most readers. It shows
that we think about how we do things, and we think
about processes holistically)
Good, witty copy:
Were a software development boutique, not a
code-factory
(fromFuturice website. Unique, interesting and
informative, but not arrogant or trying to be too
clever)
Cringeworthy copy:
The Power to Be Your Best
(Apple, from1990. Obviously way too non-specic,
uninformative, uninteresting)
Diet Dr. Pepper - Theres nothing diet about it.
(Trying to be too clever, but denitely not helping
to sell the product)
3. Smart
Were witty, intelligent, and we know our
stuf were not just IT nerds who dont
see past our computer screens.
Futurice is a company that believes in
making the most of everyones strengths,
including those of our clients. Were
interested in the world, we like to know
how things work, and we can deal with
people as well as code.
Your target audience is also pretty smart,
or at least reasonably tech savvy, but
theyre not necessarily techno-geeks
with in-depth knowledge. Dont alienate
your audiences by parading your expert
knowledge, but dont talk down to
potential clients or employees either.
Write solid, clear, and witty copy wherever
possible, but dont try to be too clever.
The beauty is in the simplicity and honesty
of Futurices approach.
Be smart Futurices copy denitely has
room for air and wittiness, but avoid the
cringe factor by still keeping the message
clear and to the point.
What not to write:
We enhance the competitiveness of our customer
companies by enabling excellent user experience
and faster time-to-market.
(Does not speak directly to the reader, refers to the
customer in the third person)
What to write:
The feedback we got fromend users was
overwhelming. To me it showed that it pays of
to develop things properly and not compromise
quality or user experience to get in that extra
feature.
(fromFuturices website. A direct quote froma
satised customer)
5. Dedicated
Were client oriented and results oriented,
but on top of that, were genuinely
committed to self-improvement. This
means that we really want to stay
responsive to feedback, are open-minded
about our aws, and always nd the
energy to look at how we might do things
better.
This has to come through in our copy
that were dedicated to both the client,
and the best end-result, not to blowing
our own horn all the time or competing
among ourselves.

Remember to use lots of
white space around the
logo. This is the minimum
margin of white space
that should appear around
it.
1a 1/3a
1
/3
a
1
/3
a
1/3a
Basic logo
Our logo
Use the white logo
on dark backgrounds.
You can place it on
photographs as long as
the image underlying it is
not too busy.
This what our ofcial logo looks like.
Use it in both print and digital materials.
Dont abuse it. That means no shadow, bevel,
additional ourishes, or changing the colors.
Use the logo as it is.
When the material
youre making has to be
in black and white, use
the black logo on a light
background.
1a 1/3a
1
/3
a
1
/3
a
1/3a
Examples
4
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Use this logo when you need to keep it
really small for example when printing
the logo on pens or other objects that dont
have a lot of available space. Avoid using
this logo in digital materials.
In some special cases you can use the
round shape of the Futurice logo by itself,
without the text.
It should not be used in place of the logo,
but only as a tiny stamp when what youre
making has to be recognized as a Futurice
product but using the logo wouldnt be
appropriate.
Exceptions
o
Colors we love
Futurice Green
This is the green used in our logo.
When you need color, it should be
your rst choice.
Pine Green
This is the second green in line. If
you need color and Futurice green
is already in use, go ahead and use
this.
Lime Green
The third color of choice. Use this
green if Futurice green and pine
green are in use.
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Pr|nary cc|cr: \|en ycu need cc|cr, :ar |ere
Purple
Blue Red
Electric Blue
Red Orange
Lemon Yellow
Warm Gray
This is the gray used in the Futurice
logo. Its the gray to use when you
need one.
Dark Green
When you need a really dark color,
use this almost black green.
Light Gray
This gray can be used when you
need a very light color to contrast
bold colors.
Seccndary cc|cr:
/ccen cc|cr:
You can use these colors in
small doses to complement our
greens. But remember that the
dominant color should always
be green.
When you need to contrast the
bold greens and accent colors with
something more subtle, use these
secondary colors.
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C'` C o ' aa ` 9 o
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C'` C 0 ' 0 ` 10 4a
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Pancne \arn Cray o
C'` C a ' 4 ` 4 10
Cb C o b
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C'` C o ' 100 ` 1
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C'` C 4 ' 100 ` o 19
Cb 1aa C 0 b a
\eb 9b004
C'` C 9a ' ` 0 0
Cb C b 149
\eb 019a
C'` C 1 ' oo ` 100 1
Cb 9 C o1 b
\eb ead0
C'` C 1 ' 1 ` 9o 0
Cb a4 C 4a b o
\eb ea0o
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Typeface
Typography
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41
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Museo Sans Italic
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Arial Regular
Arial Regular
Examples for print & screen
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44
Print
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brcc|ure:
Posters
Illustration
a; \ave:
4 basic elements
Pr|nc|p|e: c |eep |n n|nd
The light and the bold elements complement each other, so try to
use both in your illustrations.
For example: line drawings + splashes, or lled objects + line
waves.
Use these owing lines to show
movement, change, and ow.
b; |ne drav|nq:
You can use line drawings to present more
complicated ideas.
The style of our illustrations is a combination of line drawings and
green, lled shapes. Basic elements include waves, line drawings,
splashes of paint, and simple lled shapes.
c; Sp|a:|e:
You can use paint splashes to illustrate
doing, creating things, and getting your
hands dirty.
d; bc|d :|ape:
Use these simple, green shapes when you
want to make a statement. You can use
them as waves showing movement and
change, or as simple shapes to present
simple concepts.
4o 4
4o 49
Examples I
The drawings should look somewhere between hand-drawn
and computer made. So use vector graphics, but dont worry
too much about making the shapes perfect. The lines dont
have to be mathematically exact with these drawings.
For making the most of all elements
|ne drav|nq:
To make the line drawings stand out better in your illustration,
you can make the outline of the object slightly thicker and
use thinner lines inside it. Also, play with the stroke prole; the
lines dont have to be one thickness from start to end.
Make sure the lines are thin enough not to
distract from the other content.
Pay attention to detail. Even though the line
drawings shouldnt be overly complicated,
they should still have some detail in order to
avoid looking too nave.
Place splashes so they are overlapping
slightly, and set the blend mode to
multiply to get the right transparent efect.
The splashes should be mostly green, but
you can also use the accent colors to add
detail to the illustration.
|||ed :|ape:
Make shapes overlap to make the most of
their transparency.
The ll style for the splashes and green
shapes is more than just one color.
The shapes have a gradient with changing
color and opacity as well as a slight inner
shadow and outer glow.
Examples II
a0 a1
a a
Photography
How to tell our story
Choose photos with people doing the work they love, not just
posing for the camera. Also feature people collaborating, or
showing the results of our work. Try to nd photos that look like
real situations and not like stock images.
Pay attention to the mood of the image. Images should be
bright, energetic, and welcoming.
Try to avoid images that are too dramatic or gritty. Also, dont
over-process the photos, they should look like the real situation.
If youre taking new photographs, you can also think about
incorporating the Futurice colors or logo into the background of
the scene.
Show us, show the logo
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Yes, use all the elements available!
Show what we do
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Show who
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Show and tell
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Find out more...
If you want to nd out more about our
brand or get hold of the digital templates
and versions of the material in this book,
go to
https://conuence.futurice.com/ > Tools