Brand Guidelines

JANUARY 30 2019 — V.1

 Contents

About This Document 3 Typography 28 Perspective 56

General Use 29 What Not to Do — Perspective Photography 57
Introduction 4 Typographic Hierarchy 30 Iconography 58
Brand Positioning 5 Use of Emphasis 31 What Not to Do — Iconography 59
Defining the Vertiv Brand 6 Recommended and Minimum 32 Illustration 60
Our Messaging Strategy 7 Body Copy Sizes Motion 61
Our Tagline 8 Alternate Fonts 33
Our Category 9 Language Fonts 34 Sample Applications 62
Brand Architecture 10 Background Control 35
Brand Experience 11 Appropriate Use 36 Appendix 70
Legal Review 12 What Not to Do — Typography 37 71
Brand Reviews
Graphic Elements 38
Visual System 13 Overview 39 72
Agile Logo 40 Questions
Overview 14
Logo 15 Appropriate Use 41
Versions 16 What Not to Do — Agile Logo 42
Clear Space 17 Gradient Background 43
Minimum Size and Small Use 18 Appropriate Use 44
Background Control 19 What Not to Do — Gradient Backgrounds 45
Secondary Logo 20 Gradient Bars 46
What Not to Do — Logo 21 Specifications and Appropriate Use 47
Color 22 What Not to Do — Gradient Bars 48
Color Specifications 23 Photography 49
Utility Colors 24 People 50
Appropriate Use 25 What Not to Do — People Photography 51
What Not to Do — Color 27 Product 52
What Not to Do — Product Photography 53
Services 54
What Not to Do — Services Photography 55

Vertiv Brand Guidelines 2

About This Document

Hello,
These guidelines are the first step as we take our
brand into the future.

Our positioning in the market is reflected

in our overall strategic approach as well as in our
visual and verbal identities.

These serve as the foundation for what’s to come and

define how we think about all the different elements
that make our visual system.

In the coming months, we’ll continue to create more

assets and refine our brand, adding further definition,
lessons, and references here.

Vertiv Brand Guidelines 3

 Introduction

Vertiv Brand Guidelines 4

 Brand Positioning

A brand positioning is a company’s strategic stake in the ground;

describing what, why, and how we do what we do.

Making the brand purpose-driven grounds us in an inspirational foundation,

to further increase relevance and differentiate ourselves.

To determine our place in the world, we need to define the following:

We believe... Therefore we exist to...

Vertiv Brand Guidelines 5

 Defining the Vertiv Brand

Purpose
(What do we believe?)

We believe there is a better way to meet the world’s accelerating demand for data—one driven by
passion and innovation.

Promise
(What do we exist to do?)

We exist to be bold and delight our customers by ensuring the continuity of today’s and tomorrow’s vital applications.

Principles
(What are our core differentiators?)

Visionary Expertise Immersive Collaboration Relentless Agility Intelligent Ecosystems

Transforming customer Creating intimate ways Working faster and more Deploying data and
aspirations into optimal of working with customers flexibly to better meet analytics to design highly
solutions through our and partners to achieve customers where they reliable and efficient
extensive offerings and breakthrough outcomes are and accelerate the systems that are simple,
expert network outcomes they pursue sustainable, and future-ready

Vertiv Brand Guidelines 6

 Our Messaging Strategy

Visionary Expertise Immersive Collaboration Relentless Agility Intelligent Ecosystems

Transforming customer aspirations Creating intimate ways of working Working faster and more flexibly to Deploying data and analytics to
into optimal solutions through our with customers and partners to better meet customers where they design highly reliable and efficient
extensive offerings and achieve breakthrough outcomes are and accelerate the outcomes systems that are simple, sustainable,
expert network they pursue and future-ready

We bridge aspiration to action. We’re with customers at every step. We adapt with intention. We connect the dots for you.

How we define this theme: How we define this theme: How we define this theme: How we define this theme:
With increasing data complexity and In an industry in a constant state of flux, The worlds demand for data is reaching In a world where we depend on data to
accelerating demand, you need a data you need a reliable partner who’s ready a fever pitch, and staying ahead in this keep our lives running, failure to keep it
strategy that’s both visionary to take on what’s next—together. environment requires flexibility. running is not an option.
and executable.
From new technologies that test limits Agility is in our DNA—we were born to We don’t just design smart solutions—we
We not only have a heritage of expertise to new ways of storing and organizing embrace the ambiguity and accelerating build integrated, unified ecosystems that
in engineering and domain knowledge, data, our teams are committed to changes in data. This allows us to tackle work together across geographies and
we offer a breadth of products, solutions collaborating with you to design the our customers’ challenges with ingenuity platforms to predict and prevent incidences
and service backed by global leaders to solutions and execute customized and speed while staying ahead of the that set you back, ultimately optimizing
help you realize and unlock your strategies that will help you stay ahead industry to ensure they’re already ahead operations and increasing efficiency.
business potential with confidence. of ever-changing expectations for data. when change happens.
Audience Drivers:
Audience Drivers: Audience Drivers: Audience Drivers: Adaptability
Depth & Breadth of Offerings Commitment to Partnership Adaptability Innovative Thinking
Expertise Adaptability Innovative Thinking Depth & Breadth of Offerings
Commitment to Partnership Innovative Thinking

For more detail around our messaging strategy, please refer to the Messaging Guidelines

Vertiv Brand Guidelines 7

 Our Tagline

Our tagline is the essence of our brand. It is who we are.

Architects of Continuity ™

We are the experts in the industry. Continuity is what we deliver and has two
Like the great architects of the world, meanings:
we are imaginative, bold, and analytical.
We collaborate with our customers to Reliable, safe, uninterrupted
envision and build future-ready digital operations.
digital infrastructures.
Bridging customers’ current
reality to future aspiration.

Vertiv Brand Guidelines 8

 Our Category

Our category defines where we compete in the

marketplace.

Vertiv competes in the Digital Continuity Solutions space.

We bring together hardware, software, analytics, and ongoing services
to ensure a customer’s digital infrastructure and vital applications run
continuously, perform optimally, and scale with business needs.

Vertiv Brand Guidelines 9

 Brand Architecture

Masterbrand
A masterbrand is a specific overarching brand name that serves as the main anchoring point on which all underlying products are based.
• There is no logo except for the Vertiv logo, except for the freestanding brands which must feature “A Vertiv Company” at the bottom of
their logo.
• Vertiv is used before all sub-brand product names when first naming that product in all marketing, PR, and product materials. Vertiv
branding is used on the product along with sub-brands, where appropriate. Free-standing brands do not use the Vertiv logo, however, all
materials which identifies these companies should have the words “a Vertiv Company” from products to websites and applications to mate-
rials to fleet identification.
• If a product is not part of a sub-brand family, Vertiv is the only brand used in front of the family name. (i.e. Vertiv Critical Infrastructure
Platform)1.

Avocent® Chloride® Cybex® Electrical Reliability Services

Energy Labs Geist™ Liebert® Netsure™ Trellis™
Masterbrand
Sub-brands

High Voltage Maintenance™ Knurr Technical Furniture™

Free-standing Brands

Trademarks symbols use

When mentioning a trademarked name in a document, legal directs us to use the ™ and ® symbols once in the headline and then once more in the body copy
on every page of the publication. After that, you can mention them without the symbols.
1. For more information on how to use our sub-brands and naming convention, reference our Brand Architecture and Naming Guidelines.

Vertiv Brand Guidelines 10

 Brand Experience

Our Values Our values serve as the pillars that demonstrate to

employees how they can deliver on the brand experience.

• Acting like an owner

• Assuming positive intent in all employee interactions
• Being passionate about your work
• Challenging yourself in personal development
• Being tireless in exceeding customer expectations
• Assisting others to be successful as a team
• Owning our own mistakes quickly
• Talking with people and not about them
• Creating a culture where people can be their best

Vertiv Brand Guidelines 11

 Legal Review

Legal Review
All of our messaging and claims need to be reviewed by legal. Claims about products, services and technologies should be reviewed by legal
in the NPD process. Legal approval of those claims should be documented.

To be safe, all customer facing materials such as advertisements (digital or print), sales materials, or event signage should be reviewed by
legal counsel. If your claims have previous approval, you do not need a legal review. New claims and re-worded claims need to be reviewed.
Words such as perfect, always and never always need legal review.

Vertiv Brand Guidelines 12

 Visual System Our visual identity reinforces our brand essence of
“Architects of Continuity™” and illustrates how we meet the
world’s accelerating demand for data by ensuring the
continuity of today’s and tomorrow’s vital applications.

Vertiv Brand Guidelines 13

Visual System

Overview
Typography Photography Graphic Elements
We celebrate our visionary expertise in a
Unna regular
modern, editorial system that imagines
what’s next. Unna italic
Calibre light/light italic
Our system is based around the idea of light— Calibre regular/regular italic
Vertiv as the continuous source of knowledge Calibre medium/medium italic
that guides our clients into uncharted Calibre semibold/semibold italic
territories. A source that is in constant Iconography
movement and always changing.
Color
Not all elements need to be present at all times
to create recognizable Vertiv applications—
they just need to be coherent with one Infographics
another, not consistent.

Compositions should be kept clean and

simple with the graphic elements used as
accents when needed. Avoid “over-branding”
creative pieces with excess graphics.

Vertiv Brand Guidelines 14

Visual System: Logo

Logo
A logo is a trademarked visual asset that helps
our audiences recognize who we are and what
we stand for.

The design of the Vertiv logo reflects our expertise and abilities:

The base is a metaphor for The V shape represents our All of this is encompassed
our strong expertise and customers’ possibilities. by a circular backdrop,
deep experience that representing our global
supports our customers. reach.

Vertiv Brand Guidelines 15

Visual System: Logo

Logo
Versions
Orientation
The primary logo orientation is the horizontal
format. Use the stacked vertical orientation when
the layout dictates.

There are two versions of the Vertiv logo: the

positive logo is colored in gray, while the reverse
logo is white. There is no preference when Horizontal Positive Logo (Primary) Vertical Positive Logo (Secondary) Vertiv Positive Symbol
choosing between the positive or reverse logo;
however, always ensure that there is sufficient
contrast between the logo and the background
color1.

The Vertiv Symbol

The Vertiv symbol is primarily used a

supportive element and is available as
positive (gray) and reverse (white).

All of our logos and how to use them can be

found on BrandMaker. Horizontal Reverse Logo (Primary) Vertical Reverse Logo (Secondary) Vertiv Reverse Symbol

1. See Background control on page 19.

Vertiv Brand Guidelines 16

Visual System: Logo

Logo
Clear Space
Clear Space
To ensure prominence and legibility, the
Vertiv logo is always surrounded by an area of
clear space that remains free of any
graphic elements.

The minimum clear space on all sides of the logo

V V

V
V

V
is equal to the height of the “V” in the Vertiv logo.
The amount of clear space should be increased V V
when space allows it.

Minimum Size

To ensure the logo is always legible, minimum size Minimum Size

standards have been established.
Print Print Print
The minimum size of all Vertiv logos is
measured by the height of the Vertiv symbol. 0.25” 0.25” 0.25”
When applying the logo, the symbol must have a
minimum height of 1/4” for print
and 32 pixels tall for the web.
Digital Digital Digital
To maintain maximum clarity at all times, the logo
should not be reproduced below the minimum
32px 32px 32px
sizes indicated for both print and onscreen uses.

If a size smaller than specified is required, please

use the small use logo on page 18.

Vertiv Brand Guidelines 17

Visual System: Logo

Logo
Minimum Size Control and Small Use

For instances where the logo must appear Small Use Logos
below the recommended minimum size,
Horizontal Logo Vertical Logo Vertiv Symbol
we have created a small use logo to ensure
that the trademark symbol remains visible.
When applying the small use logo, the
symbol should not be scaled smaller than
1/8” for print and 20 pixels for digital
application.

If there is a need to reproduce the logo at

a size smaller than indicated, rescale the Print Print Print
trademark or remove it entirely.
0.125” 0.125” 0.125”

Digital Digital Digital

20px 20px 20px

Vertiv Brand Guidelines 18

Visual System: Logo

Logo On Primary Colors On Supporting Grays On Gradient Backgrounds

Background Control

Since our logo appears in only Vertiv Gray or Orange 021 C (#fe5b1b) Cool Gray 9C (#666666) Gradient Scheme 1
white, general visibility remains high in our color
palette. Applying the logo on supporting grays
and gradient backgrounds are also allowed.
White (#ffffff) Cool Gray 8C (#808080) Gradient Scheme 2
The chart to the right demonstrates
background use and appropriate logo version
application. The charts also indicates which logo
versions should not be used on certain Black (#000000) Cool Gray 7C (#999999) Gradient Scheme 3

backgrounds.
On Photography
Note:
Cool Gray 5C (#cccccc) Gradient Scheme 4
Avoid using the Vertiv logo on color
combinations that do not have high contrast.

Cool Gray 4C (#e5e5e5) Gradient Scheme 5

Cool Gray 2C (#f2f2f2)

In placing the logo on images, make sure to

give an ample amount of contrast in logo
against background.

Vertiv Brand Guidelines 19

Visual System: Logo

Logo
Example Graphics
Do not create logo confusion

The only logo should be the Vertiv logo. We no

longer use logos for our brands.

Short term programs, such as HR or IT initiatives

or sales meetings, can have a graphic
representation that is secondary to the Vertiv
logo and follow the brand guidelines. Brands,
products, internal business groups, internal teams,
long term projects (longer than 2 years) cannot
have a graphic treatment.

To avoid confusion with our brand logo, graphics

must also comply with brand guidelines —
including color and font.

If there is room for one logo or graphic, please

use the Vertiv logo.

Please submit a Corporate Marketing Request to

request a graphic or have one approved.

Vertiv Brand Guidelines 20

 Visual System: Logo

Logo
What Not to Do:

1. Do not use logo on busy backgrounds. 1. 5. 9.

2. Do not change the color of the logo.
3. Do not place logo on a layout without clear space.
4. Do not apply drop shadows or special effects to
the logo.
5. Do not skew / transform the logo.
6. Do not rotate the logo. 2. 6. 10.
7. Do not rearrange the positioning of the wordmark
and the symbol.
8. Do not modify the wordmark or change the type
style.
9. Do not alter the established size relationship of
the symbol and wordmark of the primary
horizontal logo. 3. 7. 11.
10. Do not use logo without the trademark.
11. Do not change the orientation of the symbol.

4. 8.

Vertiv Brand Guidelines 21

Visual System:
System Color

Color
Our color palette is elegant, yet striking. Orange, white, and black dominate
most of our applications.

Inspired by our agile nature and collaborative spirit, additional gradients join
the orange to provide dynamism and dimensionality.

In order to create a consistent brand expression across touchpoints, care

should be taken when applying color to layouts.

The majority of layouts will consist of Orange 021C, Black, White, or

photography.

Vertiv Brand Guidelines 22

Visual System: Color

Color Primary
Colors RGB: 254 91 27
CMYK: 0 79 98 0
RGB: 255 255 255
CMYK: 0 0 0 0
RGB: 0 0 0
CMYK: 0 0 0 100
PMS: Orange 021 C PMS: — PMS: Black C
Color Specifications HEX: fe5b1b HEX: ffffff HEX: 000000

Orange 021C adds vibrancy when used with black

or white and can be used to highlight key information.

Supporting Grays
To supplement our primary colors, we have a spectrum
of grays to choose from. These grays can be used to
add depth or tone down high contrasting colors.

Secondary Color
Vibrant and expressive, our secondary color palette
is used to create variety when more color is needed. Supporting
Grays RGB: 102 102 102 RGB: 128 128 128 RGB: 153 153 153 RGB: 204 204 204 RGB: 229 229 229 RGB: 242 242 242
These colors should be used sparingly1, and only CMYK: 0 0 0 60 CMYK: 0 0 0 50 CMYK: 0 0 0 40 CMYK: 0 0 0 20 CMYK: 0 0 0 10 CMYK: 0 0 0 5
when a primary brand color is also present (with the PMS: Cool Gray 9C PMS: Cool Gray 8C PMS: Cool Gray 7C PMS: Cool Gray 5C PMS: Cool Gray 4C PMS: Cool Gray 2C
HEX: 666666 HEX: 808080 HEX: 999999 HEX: cccccc HEX: e5e5e5 HEX: f2f2f2
exception of white). To avoid hostile color blending,
a color combination rule must be applied2.
Secondary
Each one of our seconday colors has a complementing Colors RGB: 255 210 72 RGB: 251 149 0 RGB: 152 255 149 RGB: 127 237 231 RGB: 94 30 231 RGB: 158 153 255
CMYK: 0 16 83 0 CMYK: 0 49 100 0 CMYK: 38 0 61 0 CMYK: 41 0 16 0 CMYK: 76 80 0 0 CMYK: 41 40 0 0
tone. These should be reserved for times where PMS: 123 C PMS: 1375 C PMS: 353 C PMS: 318 C PMS: 2090 C PMS: 271 U
contrast is needed, such as in animation or HEX: ffd248 HEX: fb9500 HEX: 98ff95 HEX: 7fede7 HEX: 5e1ee7 HEX: 9e99ff
infographics. These tones were specifically chosen,
and should be the only tones derived from the Extended
Secondary RGB: 227 18 64 RGB: 222 132 0 RGB: 129 217 127 RGB: 110 204 199 RGB: 71 52 156 RGB: 140 135 227
secondary color palette. Colors CMYK: 12 24 88 0 CMYK: 11 55 100 0 CMYK: 49 0 67 0 CMYK: 53 0 26 0 CMYK: 88 94 0 0 CMYK: 48 47 0 0
HEX: e3bb40 HEX: de8400 HEX: 81d97f HEX: 6eccc7 HEX: 47349c HEX: 8c87e3

1. Examples of graphic elements are illustration and infographics.

2. See Appropriate Use on pages 25-27.

Vertiv Brand Guidelines 23

Visual System: Color

Color
Utility Colors
Utility colors are exclusive for special use.
Every color is logical to its function, and strictly
ADA compliant. It is mostly used in form Utility
feedbacks, notification toasts, alarm status, Colors RGB: 0 118 168 RGB: 255 170 0 RGB: 198 39 60 RGB: 100 165 67 RGB: 51 51 51
CMYK: 88 47 15 1 CMYK: 0 38 100 0 CMYK: 16 98 79 5 CMYK: 66 14 100 1 CMYK: 69 63 62 58
threshold indicators, and in other technical HEX: 0076a8 HEX: ffaa00 HEX: d23241 HEX: 64a539 HEX: 333333
areas.

Utility colors should only be used when a

primary brand color is also present.

Reserved for the engineering and technical use,

Utility colors must not be used for marketing
collateral.

i !
Sample

!
Application Utility color
#333333 is only
used as a font
color in digital
format.
Utility color
#0076a8 should
also be used as
link colors.

Vertiv Brand Guidelines 24

Visual System: Color

Color
Appropriate Use
Market Dynamics
Application of colors in infographics and charts.

More complex layouts can call for different

applications of colors and visual hierarchy.

The example layout to the right demonstrates

how the secondary palette can be applied to
graphical data, while still following our general
typography guidelines.
Data in these charts
use a combination of
both color palettes to
highlight different
pieces of information.

You may apply extended

secondary colors in this
format.

You may apply supporting

grays in infographics.

Vertiv Brand Guidelines 25

Visual System: Color

Color
Appropriate Use Aside from using bold, you
can use Orange 021 C for
highlighting descriptors/
Application of colors in illustrations for labels.
infographics and animation.

To avoid hostile color blending in illustrations, You may use different

shades of supporting
a color combination rule must be applied: grays to tone down the
vibrancy of illustration.

Option 1: 70% consists of primary colors

while 30% consists of 1 complementing
secondary color.
A sample illustration using
option 2: Prominent primary
Option 2: 60% consists of primary colors colors with 2 selected
secondary colors.
while 40% consists of 2 secondary colors.

The example layout to the right demonstrates

how the secondary palette can be applied to Retaining colors like skin
an illustration in a creative infographics. tone, hair color, and nature
elements are allowed.

Vertiv Brand Guidelines 26

Visual System: Color

Color
1. 3. 5.
What Not to Do:

1. Do not apply secondary colors on typography.

2. Do not create gradient schemes using secondary
colors.
3. Do not use colors outside of our color palette.
4. Do not apply extended secondary colors without
the presence of secondary colors.
5. Do not use utility colors in campaigns and
marketing materials.
6. Do not use utility colors with secondary colors.
7. Do not apply any of the secondary colors without
the presence of Orange 021 C with the exception
of infographics. 2. 4. 6.

7.

Colors used in this example are both extended secondary colors.

Sample illustration style for infographics and animation.

Vertiv Brand Guidelines 27

Visual System: Typography

Typography
Calibre remains our main typeface. Designed with an emphasis on
the clean geometry of its letterforms, it is highly legible across all
weights and type sizes.

This font is not to be confused with Microsoft Calibri. That is a different,

free font available from Microsoft. The Calibre font is available to everyone
who works for Vertiv, including agencies and partners. You can download
Calibre in Brandmaker.

Accompanying Calibre is a typeface called Unna, a serif with strong stems

that elevates our voice as experts, and provides an editorial tone to our
materials. Unna can be downloaded in Brandmaker.

Vertiv Brand Guidelines 28

Visual System: Typography

Typography
Vertiv Fonts

Calibre provides strong legibility in both print

and online applications.
Unna regular
Unna is mainly used for headlines maintaining Unna italic
Calibre light / light italic
an outstanding and strong hierarchy with the
rest of the text. Unna should never be in all caps.

Calibre regular / regular italic

Sentence case should be prioritized for body copy
and complete sentences. All caps lettercase should
be reserved for Calibre for things such as call to

Calibre medium / medium italic

actions, and overline/eyebrow only. Title case
should be used only for descriptors/labels.

Calibre semibold / semibold italic

Vertiv Brand Guidelines 29

Visual System: Typography

Typography Sample Typographic Hierarchy

Overline
Calibre semi-bold in all caps and slightly tracked must THIS IS AN OVERLINE It visually matches the size to the x-height
be used for overlines. It should visually match the size to of body copy.
the x-height of body copy for best results.

Headlines
Headlines must be in Unna Regular and should be in
sentence case if it is a complete thought. When using
This is a headline.
Unna for headlines, ensure there’s a clear hierarchy with
the body copy. Unna can be used for things such as
This a sample subhead using Calibre medium.
presentation cover titles, section headers for the
website, advertising headlines, and report covers. This is a body copy using Calibre regular. Lorem ipsum dolor sit
amet, consectetur adipiscing elit. Cras dapibus vulputate diam eu
Subhead pretium. Mauris elit orci, ultricies id fermentum vel, porta et eros.
Vestibulum condimentum lectus in convallis feugiat.
Calibre Medium must be used for subheads. It should be
smaller than headlines, typically reserved for medium
emphasis text that is shorter in length, and more
practical in nature.
“Pull out a quote using Unna Italic.”
— Person
Body Copy
Calibre regular in sentence case must be used for body Sed vulputate fringilla felis. Aliquam ut arcu et dui feugiat
copy and long-form writing. scelerisque eu quis diam. Mauris placerat congue dui sit amet
blandit.
Quotes
Unna Italic must be used must be used for quote
call-outs.

Vertiv Brand Guidelines 30

Visual System: Typography

Typography
Use of Emphasis Sample Use of Emphasis

Emphasis are used to give contrast and shows

Headline
importance to the highlighted text.

For headlines, you can use Unna italic to highlight

a phrase. Avoid using bold or all caps when using
Use Unna italic to emphasize a headline.
Unna font.
Body Copy
For the body copy, you can use Calibre semibold This is a body copy using Calibre regular. You can use Calibre semibold to put emphasis on
to emphasize a phrase. Using italicized on a the text. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras dapibus vulputate diam
sans serif font like Calibre doesn’t stand out eu pretium. Mauris elit orci, ultricies id fermentum vel, porta et eros. Vestibulum condimentum
on the page. Avoid using all caps. Never use lectus in convallis feugiat.
both bold and italicized to prevent overemphasis.

For things like sub-headings, descriptors, labels, Descriptor/Label (Optional)

etc., you can highlight the text by changing its
color to Orange 021C1. A Sample Descriptor/Label
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras dapibus vulputate diam eu
pretium. Mauris elit orci, ultricies id fermentum vel, porta et eros. Vestibulum condimentum
lectus in convallis feugiat.

1. The use of primary color Orange 021C in typography is

exclusive for descriptors/ labels only.

Vertiv Brand Guidelines 31

Visual System: Typography

Typography
Unna for Print Unna for Digital

Recommended and Minimum Copy Size

In the Vertiv system, the preferred font for In print, the minimum size for Recommended minimum In digital, the minimum Recommended minimum
Unna should be 15pt. headline: 15pt with a leading legal copy: 25px with a
headlines is Unna while for body copy is Calibre of font size + 8pt. size for Unna should be leading of font size + 10px.
regular. The exhibit to the right shows typical and
recommended minimum sizes for body copy.
25px.

These are recommendations; if you need to use

smaller sizes, do so with the audience and
Calibre for Print Calibre for Digital
application in mind. A better font weight may
provide better legibility.

In print, common body copy size is 10 pt with auto Typical body copy: In digital, the common body
leading (using Calibre Light wherever possible).
10 pt with a leading of copy size is 15 px with auto Typical body copy:
font size + 4pt. 15 px with a leading of
leading using Calibre light font size + 10px.
In print, common body copy size is 10 pt with auto
leading (using Calibre Light wherever possible).
Recommended minimum wherever possible.
body copy: 9pt with a
leading of font size + 4pt. In digital, the recommended minimum size for
Recommended minimum
legal copy is 10 px in Calibre Light
legal copy: 10 px with a
In print, common body copy size is 10 pt with auto Recommended minimum leading of font size + 10px.
leading (using Calibre Light wherever possible).
legal copy: 7pt with a leading
of font size + 4pt.

Vertiv Brand Guidelines 32

Visual System: Typography

Typography
Alternate Fonts

Alternate Fonts

In special cases, Calibre and Unna typefaces

Georgia regular
Georgia italic
can be substituted into regular fonts. Arial should
substitute Calibre, while Georgia should substitute
Unna. Arial and Georgia must be used exclusively

Arial regular / italic

for Microsoft Office-related projects.

Arial bold / bold italic

Vertiv Brand Guidelines 33

Visual System: Typography

Typography
Language Fonts
Language Fonts
For our partners in global locations where Univers Next Arabic—3 weights (Arabic) DF Hei—5 weights (Chinese Traditional) DFP Hei—5 weights (Chinese Simplified)
Latin-1 fonts cannot be used, we have provided
options for language fonts. We recommend you
license at least three weights—a bold weight for
headlines, and light and regular weights for
additional hierarchies. The style should match
as closely as possible to our brand style. The
Screen Thai MT font is available in only a Iwata Gothic Old—6 weights (Japanese)
singular weight, which is acceptable. Core Sans—3 weights (Korean)
Harmonia Sans Pro Cyrillic CFF Basic 2
Volume—6 weights (Russian)

Harmonia Sans Pro—light, semibold, black (Turkish)

Univers Next Arabic—3 weights (Arabic)

DFP Hei—5 weights (Chinese Simplified)

Vertiv Brand Guidelines 34

Visual System: Typography

Typography
On Primary Colors On Supporting Grays On Secondary Colors
Background Control

Our font text can appear in black (#000000),

white (#ffffff), utility color #333333 for digital use,
Orange 021 C (#fe5b1b) Cool Gray 9C (#666666) 458 C (#ffd248)
and Orange 021C (#fe5b1b) exclusively for
descriptors/labels. Applying the font colors on
supporting grays is allowed. The use of secondary
colors as backgrounds to text are exclusively used
for infographics only. White (#ffffff) Cool Gray 8C (#808080) 1375 C (#fb9500)

The charts to the right demonstrate background

use and appropriate typography application.
The charts also indicate which font colors
Black (#000000) Cool Gray 7C (#999999) 353 C (#98ff95)
should not be used on specific backgrounds.

Note:
Avoid using font colors with low contrast.
Cool Gray 5C (#cccccc) 318 C (#7fede7)

Cool Gray 4C (#e5e5e5) 2090 C (#5e1ee7)

Cool Gray 2C (#f2f2f2) 271 C (#9e99ff)

Vertiv Brand Guidelines 35

Visual System: Typography

Typography
A sample descriptor/label
using Unna regular.
Appropriate Use

Title case should be used only for descriptors,

labels, nouns, etc.

Examples are: Critical Room Infrastructure, Visual

System, About Vertiv, etc.

Example section header for website

A sample subhead that acts

as a descriptor/label using
Calibre medium.

Example label for documents

Vertiv Brand Guidelines 36

Visual System: Typography

Typography
1. 3. 5. 7.
What Not to Do:

1. Do not use Unna in all-caps for headlines.

2. Do not use Unna in body copy.
3. Do not apply gradients to typography.
4. Do not outline type.
5. Do not mix Unna and Calibre together in
headlines.
6. Do not use Unna in calls-to-action.
7. Do not use title case for headlines/subheads
except if it is used as descriptor or label.
8. Do not use lower case for headlines, buttons,
and body copy.
2. 4. 6. 8.

Vertiv Brand Guidelines 37

Visual System:
System Graphic Elements

Graphic Elements
Our graphic elements are based off a source of light that can manifest itself
in different forms depending on the context.

Vertiv Brand Guidelines 38

Visual System: Graphic Elements

Graphic Elements
Overview Agile
Logo

The light source could be an agile logo, it could be

in a form of a background or as a gradient bar to
provide an accent.

To avoid over-branding, only one form of light Gradient

Backgrounds
source can be used per application.

Gradient
Bars

Vertiv Brand Guidelines 39

Visual System: Graphic Elements

Graphic Elements
Agile Logo Agile Logo Assets

The epitome of the Vertiv light source. The

interplay of light in the background gives us a
closer look on how dynamic the agile logo could
get. It is one of our great tools to highlight the
notion of ingenuity and empowerment.

The agile logo must have an ample amount of clear

space to avoid unnecessary visual noise with other
elements.

Remember to use it only in black and white

backgrounds. Never combine the agile logo with
the other forms of light source.

The agile logo should never be re-created from

scratch. For static (print) applications, the team
created an initial set of compositions that can be
used interchangeably. Find them here.

In digital applications, it’s used in motion when

appropriate. Motion files for the agile logo can be
found here.

Note:
The agile logo is the only graphic treatment
allowed to be applied to our logo.

Vertiv Brand Guidelines 40

Visual System: Graphic Elements

Graphic Elements
Agile Logo Appropriate Use

Do not use agile logo with gradient backgrounds

and gradient bars.

Vertiv Brand Guidelines 41

Visual System: Graphic Elements

Graphic Elements
1. 4. 5.
Agile Logo

What Not to Do:

1. Do not use agile logo on busy backgrounds.

2. Do not recreate agile logo from scratch.
3. Do not place agile logo in other colored
backgrounds.
4. Do not use agile logo with gradient backgrounds
and gradient bars.
2.
5. Do not use agile logo on opposite backgrounds.
6. Do not use agile logo that shows incomplete
Vertiv name.
6.

3.

Vertiv Brand Guidelines 42

Visual System: Graphic Elements

Graphic Elements
Gradient Background Assets
Gradient Backgrounds Gradient Scheme 2
Gradient Scheme 1 Gradient Scheme 4

Gradient backgrounds must be primarily used for

bold, succinct headlines. With text and logo as the
only elements present in the material, it showcases
the high-spirited movement that is being reflected
in the brand.

The background collection is made up of 3 clusters

based from the primary colors. The cluster consists
of Vertiv orange, white, and black backgrounds.
Under the Vertiv orange, there are 3 more
variations inspired by color schemes 1, 2, and 3.
This gradient background collection must be used
Gradient Scheme 3
for brand-centric typographic ads. Never use the Gradient Scheme 5
background with the other forms of light source.

Gradient backgrounds should never be re-created

from scratch. All files can be found here.

Vertiv Brand Guidelines 43

Visual System: Graphic Elements

Graphic Elements
Gradient Backgrounds Appropriate Use

Do not use gradient backgrounds with agile logo and gradient bars.

Vertiv Brand Guidelines 44

Visual System: Graphic Elements

Graphic Elements
1. 3. 4.
Gradient Backgrounds

What Not to Do:

1. Do not use any font colors other than black and

white.
2. Do not recreate gradient backgrounds from
scratch.
3. Do not place any photos and illustrations in
gradient backgrounds.
4. Do not use gradient backgrounds with Agile
logo and gradient bars.
5. Do not use gradient backgrounds as overlays to
the images. 2.

5.

Vertiv Brand Guidelines 45

Visual System: Graphic Elements

Graphic Elements
Gradient
Spectrum
(Main Scheme)
Gradient Bars

Inspired by the agile nature and collaborative spirit

RGB: 254 255 49 RGB: 251 149 0 RGB: 25191 27 RGB: 94 30 231 RGB: 158 153 255
of the brand, Vertiv introduces the use of gradients CMYK: 6 0 90 0 CMYK: 0 49 100 0 CMYK: 0 79 98 0 CMYK: 76 80 0 0 CMYK: 41 40 0 0
PMS: 101 C PMS: 1375 C PMS: Orange 021 C PMS: 2090 C PMS: 271 C
to symbolize dynamism and diversity. HEX: feff31 HEX: fb9500 HEX: fe5b1b HEX: 5e1ee7 HEX: 9e99ff

It is a form of light source contained in a thick linear

stroke. It must be dominantly composed of Orange
021 C. The color progression inside the bars must
always be created horizontally. Gradient
Scheme 1

Depending on how it is used, the gradient bar must

appear in a limited quantity. A level of thickness is
followed to avoid overpowering of the element.

In general, these gradient schemes must be Gradient

used separately. In special cases, gradient schemes Scheme 2
1, 2, and 3 can be used altogether.

There are 4 gradient schemes made to avail. All

files can be found here.

Gradient
Scheme 3

Note: Do not recreate gradient bars from scratch.

No other colors, besides those in our color palette, should be
taken from the gradient spectrum and used on their own.

Vertiv Brand Guidelines 46

Visual System: Graphic Elements

Graphic Elements
Gradient Bars Specifications and
Appropriate Use Gradient Bars Appropriate Use

For print: A maximum thickness of .25in must be

applied from A8 to A4 sized materials. Apply
.5in of thickness from A3 to A2 sized materials.
For larger format applications in print, please
send your concerns to Corporate Brand team.

For digital format, please refer to digital for

specificity of use.

In special cases, gradient schemes 1, 2, and 3 can

be used altogether. This should be limited as a
second option to typographic ads.

Note: Do not recreate gradient bars from scratch.

No other colors, besides those in our color palette, should be
taken from the gradient spectrum and used on their own.

Do not use gradient bars with agile logo and gradient backgrounds.

Vertiv Brand Guidelines 47

Visual System: Graphic Elements

Graphic Elements
Gradient Bars 1. 6. 7.

What Not to Do:

1. Do not include secondary colors and supporting

grays in gradient bars. 2.
2. Do not recreate gradient bars from scratch.
3. Do not show gradients in vertical orientation.
4. Do not compress and expand gradients in the bar.
5. Do not change the color placements in gradient 3.
schemes.
6. Do not use gradient bars with agile logo and
gradient backgrounds. 4.
7. Do not place more than 2 gradient bars if there is
a photo or illustration involved.
8. Do not place gradient bars in an inclined position
except if it is used as an abstract illustration. 5.

8.

Vertiv Brand Guidelines 48

Visual System: Photography

Photography
Photography is a powerful tool in our visual system. The overall look and feel
of our photography must be reachable, portraying realistc future, and showing
real-life scenarios.

We have four levels of photography to highlight different aspects of what we

do: Our people, our products, our services, and our perspective.

Vertiv Brand Guidelines 49

Visual System: Photography

Photography
People

We portray our people as the experts they are—

confident yet approachable. People photography
must exude optimism and diversity.

Shot in studio, these portraits make use of soft,

natural light to convey a sense of proximity,
warmth, and honesty.

Make sure to use a cool light and plain

background to bring in a neutral tone to
the photo.

Have enough space around the subjects face so

you have more flexibility with the asset.

Vertiv Brand Guidelines 50

Visual System: Photography

Photography 1. 3.

What Not to Do— People Photography

1. Do not use masked-out photos and/or artificial

backgrounds.
2. Do not use poor quality of lighting that causes
dark shadows.
3. Do not use busy backgrounds that distract from
the focus of the portrait - the subject.
4. Do not use desaturated photos.
2.
4.

Vertiv Brand Guidelines 51

Visual System: Photography

Photography
Products

We present our products as heroes, elevating

their status and creating a sense of pride.

Whether showing the entire product, a detail, or

the inner workings, lighting plays a crucial role.

Even if we’re using existing product photography,

cropping and focusing the picture in an
interesting detail might bring more interest to
the photo.

Vertiv Brand Guidelines 52

Visual System: Photography

Photography 1. 3. 5.

What Not to Do— Product Photography

1. Do not use artificial reflections.

2. Do not use product photos with extreme angles.
3. Do not use artificial backdrops.
4. Do not use artificial or exaggerated shadows.
5. Do not use strokes of light and moving/blurred
subjects.

2. 4.

Vertiv Brand Guidelines 53

Visual System: Photography

Photography
Services

Taking a photo-journalistic approach, we capture

moments where we interact with our customers.

They provide a glimpse into our world and lets

prospects know what to expect from working with
us—whether we’re dreaming up their next big
move in a collaborative session, or carefully
installing our latest cooling solution.

Environments should be kept as natural as

possible, and subjects shouldn’t be as staged as
the people photography.

In some casses where subjects are in an industrial

environment like data centers, they must be in
complete safety uniform and equipment.

Vertiv Brand Guidelines 54

Visual System: Photography

Photography 1. 5. 9.

What Not to Do— Services Photography

1. Do not use masked-out images, taken out of their

original context.
2. Do not use motion-blurred imagery to suggest 10.
movement. 2. 6.
3. Do not use posed photos, exaggerated tones and
lighting.
4. Do not use metaphorical imagery.
5. Do not use superimposed icons/graphics.
6. Do not use dramatic or artificial lighting.
7. Do not use overly dark and moody images.
8. Do not use desaturated photos.
9. Do not use photos that are flat or lack 3. 7. 11.
composition.
10. Do not use photos that are staged like people
looking straight to the camera.
11. Do not use cluttered and messy service photos.

4. 8.

Vertiv Brand Guidelines 55

Visual System: Photography

Photography
Perspective

In our work, we take the systems view. We look

at the big picture, and help our clients see where
things connect.

These images shouldn’t be too metaphorical,

rather representational of the lives we live
everyday—real cities, landscapes,
environments.

While static, they convey a sense of motion

through the angle, perspective, subject,
without relying on light movement clichés.

We use them when talking about the outcomes of

our work, predictions for the future, etc.

Note:
Avoid using them when talking about our
products.

Vertiv Brand Guidelines 56

Visual System: Photography

Photography 1. 3.

What Not to Do— Perspective Photography

1. Do not use fish-eye perspectives, or overly

warped images that don’t look neutral.
2. Do not use metaphorical imagery or unrealistic
3. photo mash-ups.
4. Do not use strokes of light and moving/blurred
subjects. 4.
5. Do not use masked-out images, taken out of their
original context.
6. Do not use cliché illustrative of data, energy, or
movement over the city view.
2.

5.

Vertiv Brand Guidelines 57

Visual System: Iconography

Iconography
Icons

The style of iconography matches the overall

visual system: elegant and precise, with sharp
edges. Icon styles must be flat. Unlike
illustrations, icons must be easy to understand
at a short glance.

Keep icons simple and intuitive. Avoid

Example Icon Applicaitons
unnecessary details as much as possible. Make
sure that the pictorial representations transcend
all cultures, and enhance the level of
communication.

We follow strict guidelines in regards to

iconography. To request an icon or have one
approved, please submit a Corporate Marketing Example Launch Icons
Request.

All existing, approved icons can be found on

BrandMaker.

Vertiv Brand Guidelines 58

Visual System: Iconography

Iconography
1. 4. 7.

What not to do:

1. Do not use different styles in using similar

elements.
2. Do not use round endings and corners.
3. Do not use overly detailed icons.
4. Do not use the same icon for different purposes
within close proximity of one another.
5. Do not use inconsistent stroke widths. 2. 5. 8.
6. Do not use 3 dimensional icons such as isometric.
7. Do not over-decorate icons.1
8. Do not apply gradients in icons with the
exception of launch icons.

3. 6.

1. If the project calls for a detailed design, please use illustration.

Vertiv Brand Guidelines 59

Visual System: Illustration

Illustration Abstract Illustration Illustration for Infographics and Animation

Illustration simplifies complex ideas. Every
illustration in use must convey a clear message.

Our illustration types vary depending on its

purpose:
Abstract Illustration: This type of illustration
is made up of gradient bars forming different
scenarios to tell metaphorical stories in simple
and intuitive manner. This type must be always
accompanied by a one-liner blurb. Abstract
illustrations can be used in campaign-related
and other major projects.
Illustration for Infographics & Animation:
This type of illustration helps in presenting
information or data in a visual manner for better
comprehension. When integrating illustrations in
a project like infographics and animation, make
sure to have a consistent style all throughout
the application.

If the design calls for creating an illustration for a

smaller space, please consider creating icons
instead.

For illustration request, please submit a

Corporate Marketing Request.

Vertiv Brand Guidelines 60

Visual System: Motion

Motion Motion
Animated
Gradients
Logo Reveals

for App

Motion plays a vital role in the visual system.

It emphasizes the evolving nature of the brand,
and the passionate spirit of the company.

The movement of the elements must convey

fluidity and clarity to capture the viewer’s
attention, and engage them by providing an
interesting method of storytelling.

Motion could be in a form of video, 2D and 3D

animation, slideshows, or infographics.

Incorporate motion in digital media whenever

possible.

There are available motion assets, such as the

animated gradients, logo reveals, lower third
cards, supers, and transitions based on the style.
For the video assets, please send a message to
Corporate Brand team. Loading

For video and animation request and approval,

please submit a Corporate Marketing Request.

Vertiv Brand Guidelines 61

 Sample Applications

Vertiv Brand Guidelines 62

Sample Applications

Business Cards
As one of the first encounters with our brand,
the business card employs all the fundamental
elements of our visual system: a generous white
space on the front with a gradient bar, the
Orange 021 C and Vertiv logo at the back, and
a functional straightforward design.

For business card request, please contact your

local marketing team.

Vertiv Brand Guidelines 63

Sample Applications

Ad Sketches
The sample application to the right shows
ad sketches on products.

For design requests, please submit a

Corporate Marketing Request.

Vertiv Brand Guidelines 64

Sample Applications

Ad Sketches
Below are the sample applications of abstract
illustration in ads. For illustration request, please
submit a Corporate Marketing Request.

Vertiv Brand Guidelines 65

Sample Applications

Ad Sketches
The sample application to the right shows the
use of gradient bars in an ad sketch with the use
of perspective photography.

For design requests, please submit a

Corporate Marketing Request.

Vertiv Brand Guidelines 66

Sample Applications

Ad Sketches
The sample application to the right shows the
use of gradient bars in a brand-centric ad sketch.

For design requests, please submit a

Corporate Marketing Request.

Vertiv Brand Guidelines 67

Sample Applications

Print Ad
The sample application to the right shows the
use of agile logo in a brand-centric print ad.

For design requests, please submit a

Corporate Marketing Request.

Vertiv Brand Guidelines 68

Sample Applications

Presentation
The samples to the right represent 2 variations
of Powerpoint templates. Note the use of our
alternate typeface, Georgia and Arial, rather than
our corporate typeface, Unna and Calibre. This
eliminates any font issues when sharing the
presentation with users who do not have Unna
and Calibre installed on their computers.

If there is a desire to use Calibre in PowerPoint,

ensure that the final presentation is saved to a
PDF to avoid font issues.

For Powerpoint presentation templates, you can

download the zip file here.

Vertiv Brand Guidelines 69

 Appendix

Vertiv Brand Guidelines 70

 Appendix

Brand Reviews
As we work to establish our new brand, it is important to have as much creative pieces as possible reviewed by the Corporate Marketing team. This ensures
that everyone is understanding our new brand and working with resources in the correct way going forward.

Who is reviewing What requires a Does it need reviewed even if it When do I ask for a How do I ask for a
my work? brand review? was done by a creative agency? brand review? brand review?

A member of the Corporate Brand team As you begin working with the new brand Yes, even if a piece was created by an You should reach out to the Corporate All brand reviews are handled through
will review the pieces sent to them, and and messaging, ideally, the Corporate agency, it should still be sent to the Brand team for a review when you have a Wrike. If you do not have a Wrike
ensure brand guidelines, both creative Brand team would like to see as much Corporate Brand team for review before final draft, and will not be making any license, you can still submit a request
and messaging, have been followed. as possible before being released to the finalizing with them. Agencies are held to other changes. Once reviewed and form. The link for a Corporate Brand
Once the request is submitted, please public. That being said, we understand the same standards as a Vertiv employee approved, that piece is considered final, Request can be found here.
allow one business day for a response. that it is not feasible, on both ends, to when using our brand. Prior to even and no other changes should be made. If
At that time, a member of the Corporate review every single piece of work created starting a project with an agency, they changes are made after approved, it will If you have a Wrike license, you can also
Brand team will reach out and work with by Vertiv. As a general rule, if it is global should be sent all relevant Vertiv need a review for a second time. use the link above, or you can select the
you on implementing changes, if needed. (internal or external), or if it is a new guidelines and familiarize themselves green plus sign at the top of your
concept (for example, a new app design), with them. It is important to work a brand review into workspace. Select “Request” and then
it should be sent to the Corporate Brand your process. Leave enough time so that “Corporate Brand Request.”
team for review. if changes are required, no matter how big
or small, there is adequate time to correct When asked “What is the project
the mistake and send for another review. objective” select “Creative Services.”
Sending for review the day before release On the next page when asked “What
date is not best practice and your timeline type of project is it?” select “Brand
could suffer. Review: Video, Photography, Graphics,
Creative, etc.”

Vertiv Brand Guidelines 71

 Questions?
Please feel free to reach out anytime to the below contacts for
further guidance and clarification:

Geena Reinitz | Integrated Marketing Communications Coordinator

[email protected]

Yasmin Alyssa Cruz | Senior Graphic Design Specialist

[email protected]

Fernie Aganus | Digital Design Specialist

[email protected]

Vertiv Brand Guidelines 72