Aras

📋 1 Guidelines

🔗 Connections

Sector

Software

Region

Usa

Guideline Year

2024

Language

English

Tags

Software

Official Websites

Brand Guidelines

2024

Brand Summary

Mission
  • Solve your most complex and unique product lifecycle challenges.
Core Values
  • innovation
  • authenticity
  • clarity
  • consistency
Target Audience
  • Organizations and professionals seeking advanced product lifecycle management solutions.
Personality Traits
  • modern
  • dynamic
  • professional
  • innovative
Visual Identity Overview
  • The visual identity features abstract geometric patterns, spirograph-style illustrations, and a bold, contemporary logo with a red and dark gray color palette. Typography is modern sans-serif, and imagery combines black-and-white photography with vector line art and color overlays for a unified, sleek look.

Categories

Brand Voice
  • Words are important and your choice of words in various forms of communication can have an impact on our business. It’s crucial that your messaging conforms to both our brand, in terms of tone, and is an accurate reflection of our marketing messages. Whatever your role, if you are creating any type of written communication for an external audience, the following guidelines are for you.
  • ▪ Avoid beginning sentences with “and” or “but” as this often results in fragments rather than sentences.
  • ▪ Do not double space after sentences.
  • ▪ Show vs. tell. Use anecdotes, metaphors or data where possible to bring information to life.
  • ▪ Avoid being wordy or long-winded with your prose.
  • ▪ Consider your audience and use words and terms that are relevant and meaningful to that group.
  • ▪ Use the active voice whenever possible. Active voice is when the subject performs the action, rather than the passive voice in which the subject is being acted upon.
  • ▪ Do not punctuate bullets unless they form complete sentences or are multiple sentences.
  • ▪ Avoid using jargon and acronyms. When using acronyms, spell out the words on first mention and put the acronym in parenthesis. For example: Product Lifecycle Management (PLM).
  • ▪ When including role titles, present them as name, title, company.
  • ▪ When writing the date, start with the day of the week followed by the month, date and year. For example Monday, January 3, 2024.
  • ▪ In a headline, capitalize the first word of every letter, except articles, coordinating conjunctions, and prepositions of three letters or fewer. The first or last word in the headline should always be capitalized regardless of the part of speech.
  • ▪ Proofread and check links.
Brand Imagery
  • Aras’ core brand visuals consist of spirograph-style illustrations designed to abstractly convey the product lifecycle.
  • Photography should be kept black and white to unite stock imagery from various sources and image sets. Photographs that include should feel authentic and natural. Abstract photography can also be included so long as it includes simple geometric shapes such as triangles.
  • Photography may be combined with vector line art in the style of the core brand imagery, as well as color overlays derived from the brand palette.
Color Palette
  • Aras has chosen a primary palette for logo, signage, and other corporate communications. Most, if not all, brand applications will use this palette.
  • They are intended to convey the essence of the Aras brand.
  • When using these colors, please adhere to the guidelines that have been created so that all forms of communications (print and digital) are uniform.
  • Red Dark Gray C=0 M=84 Y=81 K=20 C=0 M=0 Y=0 K=69 R=204 G=32 B=39 R=79 G=79 B=79 #CC2027 #4F4F4F
  • Tint: 65% #DE6E73
  • Tint: 25% #F2C7C9
  • Tint: 65% #8D8D8D
  • Tint: 25% #D3D3D3
  • Yellow C=0 M=29 Y=83 K=17 R=212 G=150 B=35 #D49623
  • Light Gray C=0 M=0 Y=0 K=19 R=207 G=207 B=207 #CFCFCF
  • Black C=30 M=21 Y=0 K=83 R=30 G=33 B=43 #1E212B
  • Tint: 65% #E3BB70
  • Tint: 25% #F4E5C8
  • Tint: 65% #E0E0E0
  • Tint: 25% #F3F3F3
  • Tint: 65% #6D6F75
  • Tint: 25% #C7C8CA
  • You can use the Aras branded gradient for imagery overlays or icons.
  • Gradient settings:
  • Type: Linear
  • Yellow: #D59703
  • Red: #D01E1F
  • Angle: 45 °
Typography
  • Aras has chosen the core print typography on this page for logo, signage and other corporate communications. They are intended to convey the essence of the Aras brand.
  • When using this typography, please adhere to the guidelines that have been created so that all forms of communications (print and digital) are uniform.
  • PRIMARY
  • MAIN HEADLINE - AZO SANS LIGHT This is the largest message.
  • SECONDARY HEADLINE - AZO SANS BOLD
  • This is the second largest message.
  • SUBHEAD - AZO SANS REGULAR
  • This is a subhead.
  • BODY COPY - AZO SANS REGULAR
  • This is body copy. Duis auctor pellentesque gravida. Aenean facilisis urna pulvinar mauris ullamcorper, non volutpat nisl tempor. Aliquam a pellentesque augue. Proin eget ornare dolor, molestie aliquam dolor. Donec neque quam, venenatis at quam eu, scelerisque.
  • QUOTE - AZO SANS LIGHT
  • “This is a quote. Make sure to hang your quotes properly (Optical Margin Alignment).”
  • ALTERNATIVE (PPT, WORD)
  • MAIN HEADLINE - ARIAL REGULAR This is the largest message.
  • SECONDARY HEADLINE - ARIAL BOLD
  • SUBHEAD - ARIAL BOLD
  • BODY COPY - ARIAL REGULAR
  • This is body copy. Duis auctor pellentesque gravida. Aenean facilisis urna pulvinar mauris ullamcorper, non volutpat nisl tempor. Aliquam a pellentesque augue. Proin eget ornare dolor, molestie aliquam dolor. Donec neque quam, venenatis at quam eu, scelerisque tempus mauris.
  • QUOTE - ARIAL REGULAR
  • JAPANESE
  • When using this typography, please adhere to the guidelines that have been created so that all forms of communications (print and electronic) are uniform.
  • MAIN HEADLINE - NOTO SANS JP LIGHT
  • これは最大のメッセージ。
  • SECONDARY HEADLINE - NOTO SANS JP BOLD
  • これは 2 番目に大きなメッセージです。
  • SUBHEAD - NOTO SANS JPS REGULAR
  • これは小見出しです。
  • BODY COPY - NOTO SANS JP REGULAR
  • 予ヤ告経是ッぜ昨7千ル血析属みさり正以づきな員官スル測供ニイキ東4業責創みゅな。家ーえ聞面籍ア九他セルユロ止桜テラヲ案社セフモナ主挙内ば乗慕ヘヒス一俊ケトム詳見イヲカ事図岡お暑特がぐぎ趣来レ強8関まこごぴ防恐シ携愛完撃原リ。幸ぜるのけ感属ラぱ技文ホ合申ヨ発69読そじて独2次行づがドっ女海もば為際工近お描女ね申誓とぽルよ況国ノトヤ火不やぎこの裕加面潤たほ。
  • QUOTE - NOTO SANS JP LIGHT
  • 「これは引用です。必ず吊り下げてください。適切に引用符を付けます (光学マージン調整)。」
Logo Usage
  • Never recreate, rescale, or rearrange its elements under any circumstance. Always use the master logos supplied with this manual.
  • Do not use the Aras logo if the detail and readability of the logo cannot be maintained.
  • To maximize the impact and visibility of the Aras logo when positioned alongside text or graphics, the logo should always be surrounded by a space margin. This margin is equal to the width of the ‘a’ in Aras and should be maintained above, below and to either side of the Aras logo. No words, symbols, or illustrative matter should intrude into this area.
  • The minimum print size of the Aras logo should be 1.25". The minimum web size of the Aras logo should be 140px.
  • This logo should always be used unless print limitations prohibit.
  • Exception: If used with 4-color printing, and cannot add additional PMS colors, use CMYK.
  • This logo should be used as an alternative to the 2-color logo when applicable.
  • Note: Should not be used in 4-color printing, signage or webpage display.
  • This logo should be used when it needs to be knocked out of a field of color.
  • This logo should be used as an alternative to the Knock-Out Logo when applicable.
  • Examples: When 2-color printing is needed or when the logo is knocked out of a color background.
  • Using the Aras logo in any of the following ways is prohibited and goes against Aras’ brand standards.
  • Do not compress the logo
  • Do not stretch the logo
  • Do not change the color of the logotype
  • Do not change the color of the logo icon
Tone And Messaging
  • Words are important and your choice of words in various forms of communication can have an impact on our business. It’s crucial that your messaging conforms to both our brand, in terms of tone, and is an accurate reflection of our marketing messages. Whatever your role, if you are creating any type of written communication for an external audience, the following guidelines are for you.
  • ▪ Avoid beginning sentences with “and” or “but” as this often results in fragments rather than sentences.
  • ▪ Do not double space after sentences.
  • ▪ Show vs. tell. Use anecdotes, metaphors or data where possible to bring information to life.
  • ▪ Avoid being wordy or long-winded with your prose.
  • ▪ Consider your audience and use words and terms that are relevant and meaningful to that group.
  • ▪ Use the active voice whenever possible. Active voice is when the subject performs the action, rather than the passive voice in which the subject is being acted upon.
  • ▪ Do not punctuate bullets unless they form complete sentences or are multiple sentences.
  • ▪ Avoid using jargon and acronyms. When using acronyms, spell out the words on first mention and put the acronym in parenthesis. For example: Product Lifecycle Management (PLM).
  • ▪ When including role titles, present them as name, title, company.
  • ▪ When writing the date, start with the day of the week followed by the month, date and year. For example Monday, January 3, 2024.
  • ▪ In a headline, capitalize the first word of every letter, except articles, coordinating conjunctions, and prepositions of three letters or fewer. The first or last word in the headline should always be capitalized regardless of the part of speech.
  • ▪ Proofread and check links.
  • Be concious of using jargon or colloquial phrases as they may be understood incorrectly in different parts of the world.
Visual Style
  • Never recreate, rescale, or rearrange its elements under any circumstance. Always use the master logos supplied with this manual.
  • Do not use the Aras logo if the detail and readability of the logo cannot be maintained.
  • To maximize the impact and visibility of the Aras logo when positioned alongside text or graphics, the logo should always be surrounded by a space margin. This margin is equal to the width of the ‘a’ in Aras and should be maintained above, below and to either side of the Aras logo. No words, symbols, or illustrative matter should intrude into this area.
  • The minimum print size of the Aras logo should be 1.25". The minimum web size of the Aras logo should be 140px.
  • This logo should always be used unless print limitations prohibit.
  • Exception: If used with 4-color printing, and cannot add additional PMS colors, use CMYK.
  • This logo should be used as an alternative to the 2-color logo when applicable.
  • Note: Should not be used in 4-color printing, signage or webpage display.
  • This logo should be used when it needs to be knocked out of a field of color.
  • This logo should be used as an alternative to the Knock-Out Logo when applicable.
  • Examples: When 2-color printing is needed or when the logo is knocked out of a color background.
  • Using the Aras logo in any of the following ways is prohibited and goes against Aras’ brand standards.
  • Do not compress the logo
  • Do not stretch the logo
  • Do not change the color of the logotype
  • Do not change the color of the logo icon
Iconography
  • The Aras icon style consists of geometric graphics meant to abstractly convey Aras’ capabilities. Line weight should be kept thin and graphic work should be comprised of simple shapes.
  • Icons can be represented in single colors or as a red/yellow gradient at 45 °.
Naming Conventions
  • Most appropriate to use only in legal and financial communications.
  • Appropriate for general use and all other marketing and communication purposes. Here are a couple of other guidelines on company name usage.
  • ▪ Do not write the company name in all capital letters (ARAS), it is not an acronym.
  • ▪ Do not use Aras Corp. in any case.
  • ▪ The possessive form of Aras is always written Aras’ NEVER Aras’s.
  • ▪ Even though the Aras name is a registered trademark, it is not necessary to include a registration (®) symbol with the company name. If you have a question of when to use the ® symbol, please contact trademarks@aras.com.
  • ▪ The registration mark is included with the Aras name in the company boilerplate.
  • Never refer to the product as just “Innovator,” it must always be Aras Innovator. You may refer to the product as the Aras platform when talking about the underlying technology.
  • ▪ You must write Aras Innovator® (including the registration symbol) upon first usage in a communication, i.e. a web page, a PowerPoint presentation, a press release, or a white paper. Subsequent mentions of Aras Innovator in the same document do not require the registration symbol. Exceptions for headline titles on webpages and collateral, registration mark should be used in the first instance of body copy.
  • ▪ When being specific about releases, use Aras Innovator Release 22 on the first usage and then thereafter it can be shortened to Aras Innovator 22, Release 22 or R22 as needed. The “R” for release is capitalized and there is no space between the R and the numeral in the shortest version. It is recommended to be consistent with one shortened variation within a document.
  • ▪ Do not write the release number as 22.0, you do not need the dot or the zero.
  • ▪ Regarding application releases you should add the release number directly after the application name. You do not need to include an “R”, i.e. Component Engineering 14.
  • Unless otherwise instructed by Aras in writing at any moment in time, any Aras OEM partner authorized in writing shall use the phrase “powered by Aras” with the first occurrence of the partner product name in all instances, including but not limited to all packaging, internet content, press releases, product presentations, training materials, videos, webinars, advertising, initial splash screen and related marketing material regarding the partner product, and in the accompanying documentation.
  • Although there are various schools of thought as to how this “word” is spelled/capitalized, at Aras we use “eBook.”
  • This is the term used within Aras Innovator to define different items, it should be written as one word with a capital “I” and capital “T.”
  • This is the instance of Aras Innovator used by Aras employees and partners. It should be written as one word with a capital “M” and capital “I.”
  • When mentioning this type of content, at Aras, we write it as two words.
  • Industry names are common nouns and should be presented in lowercase, i.e. aerospace, automotive, life sciences, high-tech manufacturing.
  • Capitalize formal titles when they appear before a person’s name, but lowercase titles if they are informal, appear without a person’s name, follow a person’s name, or are set off before a name by commas.
Brand Partnerships
  • Unless otherwise instructed by Aras in writing at any moment in time, any Aras OEM partner authorized in writing shall use the phrase “powered by Aras” with the first occurrence of the partner product name in all instances, including but not limited to all packaging, internet content, press releases, product presentations, training materials, videos, webinars, advertising, initial splash screen and related marketing material regarding the partner product, and in the accompanying documentation.
  • Please contact trademarks@aras.com for further information regarding the use of the powered by Aras label.
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