Dell Boomi

Official Websites

• https://boomi.com
• http://www.boomi.com

Brand Guidelines

2018

Brand Summary

Mission

• Boomi is a platform enabler for the Connected Business, committed to helping organizations connect everything together: people, processes, applications, data, and things [^1].

Core Values

• Connectivity
• Innovation
• Trust and Compliance
• Productivity
• Intelligence
• Customer Success

Target Audience

• Technology decision makers (IT leaders, CIOs, enterprise architects), business decision makers (VP Digital Transformation, line-of-business leaders), partners, influencers (analysts, journalists, industry bloggers), and competitors [^2].

Personality Traits

• Clear
• Concise
• Concrete
• Compelling
• Conversational
• Approachable
• Authentic
• Human
• Fresh
• Energetic

Visual Identity Overview

• Boomi’s visual identity is modern, digital, and technology-oriented, featuring stylized atomic models, clean lines, gradients, and a palette of aqua, Dell blue, navy, coral, and supporting secondary colors. The brand emphasizes clarity, simplicity, and connectivity through its logo, iconography, textures, and photography [^3].

Categories

Brand Voice

• Dell Boomi’s HQ is in the United States. The “voice” of our corporate communications and content follow American English standard. As a global company, our content will be read by audience around the world. We should be clear, conversational and approachable in our communications.
• In all writing, strive for the Four Cs: clear, concise, concrete and compelling.
• Clear: Check (and ask others to help you check) if your writing is clear. Does the logic of your content flow from one idea to another? Are you using common, plain-speaking words (vs vernacular)? Can a complicated sentence be simplified or split into shorter sentences?
• Concise: For clarity, are you saying what you need to say efficiently with minimum words, sentences and paragraphs? Get to your point as quickly as possible.
• Concrete: Be specific and descriptive to help your audience understand what you want to communicate. As a rule, avoid cliché jargon and overused expressions.
• Compelling: Provide clear reasons, examples, and explanations for why someone should care about the topic. How does this issue affect your readers? What problems is it causing or in what way could it help the reader?
• Explain technical terms and content and don’t assume the breadth of knowledge of your readers. Always write to the widest possible audience and spell out acronyms and provide context.

Brand Imagery

• Do not use images of people that acknowledge the photographer. If the subject is looking at the camera, the image appears set up, which goes against the human, real brand.
• Do not use metaphorical business images. Our customers are intelligent and curious, therefore our images do not need to be commonplace. We want to use images that intrigue, not bore.
• Do not use images that include words in them. Photos should add to the message of the written words it’s accompanying (blog post, datasheet, etc.) -our customers can understand more abstract imagery and don’t need things spelled out for them.
• Use light, fresh and energetic photography to relate to our customers with authenticity and humanity.
• Image of people from stock sites can often appear staged or forced. As a human brand, we want to show people in genuine situations.

Color Palette

• PRIMARY COLORS | | AQUA | DELL BLUE | NAVY | CORAL | | Pantone | 2397 | Dell Blue | 2188 | 1645 | | CMyK | 68 0 33 0| 81 37 0 0 | 100 81 32 18 | 0 65 57 0 | | RGB | 34 197 190| 0 135 204 | 22 63 108 | 255 124 102 | | HEX | 22C5BE | 0087CC | 163F6C | FF7C66 |
• BOOMI GRADIENTS Set the angle to -60° and the location to 66%
• SECONDARY COLORS | YELLOW | PURPLE | GREEN | STEEL | | Pantone | 108 | 2103 | 355 | 2165 | | CMyK | 1 13 87 0| 72 83 0 0 | 78 0 100 0 | 66 49 28 4 | | RGB | 255 215 57| 135 108 255 | 32 179 56 | 101 119 146 | | HEX | FFD739 | 876CFF | 20B338 | 657792 |
• SCREEN USE ONLY Only use these color gradients in media that will never be printed, such as PowerPoint and Demand Generation banner ads
• NEUTRAL GRAYS | LT. GRAY | DELL GRAY | MED. GRAY | DK. GRAY | | Pantone | Cool Gray 1 | Cool Gray 5 | Cool Gray 8 | Cool Gray 11 | | CMyK | 5440 | 34 27 28 0 | 52 43 43 8 | 68 60 58 42 | | RGB | 238 238 238 | 171 171 171 | 128 128 128 | 69 69 69 | | HEX | EEEEEE | ABABAB | 808080 | 454545 |
• COLOR USE BY % Shows which colors should be used most frequently and which should be used very sparingly, by percentage

Typography

• We have a family of three fonts, each with very specific usages. Together, they represent a modern brand while being optimized for ease-of-use across our entire company.
• Arial is the font for all-employee use. It resembles both Helvetica Neue and Roboto. Because Arial is a standard system font, it is already available to employees and easily readable by people outside of the company.
• All employees should use Arial for their day-to-day work.
• Examples include PowerPoint presentations, emails and Word documents. Spec sheets, white papers and other product/solutions collateral also use Arial.
• The priority for our written communications is that our copy and messaging is easy for our audiences to read and understand. For this reason: • Avoid using italics in your copy/text • Use “all caps” selectively and make sure the use aligns with the style of your creative and messaging • Do not use shadows, gradients or any dimensional treatments with your text
• Roboto is a font optimized for digital and responsive platforms. It has a simplicity that makes it ideal for small, dense text.
• Internal or external teams who create web/digital assets that use live/dynamic text. You can find the Roboto font here.
• Dynamic copy on our websites, in mobile apps and UIs will use Roboto.
• Helvetica Neue is the font used in our logo and in official marketing assets.
• Helvetica Neue is limited to internal teams or external agencies who create marketing assets for campaigns, product launches and events.
• Examples include static banners or graphics, print and event signage.
• Our email signatures use the Arial font and do not include images or banners (unless approved by the brand team for specific events or campaigns.)

Logo Usage

• Be sure to leave enough room around the Boomi logo so that it doesn’t feel cramped. Use the height of the letter ‘D’ in the Dell logo as reference for the minimum space to leave clear around our logo.
• Print: 0.5’’ or 12.7mm minimum height
• Digital: 30px minimum height
• Whenever it works for the design, the preference is to use the full color logo on a white background. If our logo is being used on a light colored background, use the navy logo. If it’s being used on a dark colored background or with a gradient behind it, use the white logo. As a brand, we do not use the gradient inside our logo.
• When the logo needs to be only one color and will be placed on a light background, use the navy logo.
• When the logo needs to be placed on a dark background, use the white logo with required clear space
• Use the logo in white if it’s being used with a gradient
• Never apply a gradient inside the Boomi logo
• In digital use, where a square image will make our logo appear larger and more legible, using the stacked logo is preferred.
• In instances where our user name will appear alongside the profile picture, such as on our Boomi Vimeo page, using the Atom as its own mark is preferred.
• Do not manipulate
• Do not add a drop shadow of any sort
• Do not angle
• Do not alter the color out of brand
• Do not fill the logo
• Do not recreate the logo

Tone And Messaging

• The way we communicate about Boomi has a profound influence on how customers, partners, employees, analysts and the media perceive our company.
• Use this guide to create content that: • Influences our customers to engage with us in a positive way • Builds the Boomi brand, positioning us as a market leader and supports our partners • Unlock greater employee productivity
• Explain technical terms and content and don’t assume the breadth of knowledge of your readers. Always write to the widest possible audience and spell out acronyms and provide context.
• In all writing, strive for the Four Cs: clear, concise, concrete and compelling.
• Clear: Check (and ask others to help you check) if your writing is clear. Does the logic of your content flow from one idea to another? Are you using common, plain-speaking words (vs vernacular)? Can a complicated sentence be simplified or split into shorter sentences?
• Concise: For clarity, are you saying what you need to say efficiently with minimum words, sentences and paragraphs? Get to your point as quickly as possible.
• Concrete: Be specific and descriptive to help your audience understand what you want to communicate. As a rule, avoid cliché jargon and overused expressions.
• Compelling: Provide clear reasons, examples, and explanations for why someone should care about the topic. How does this issue affect your readers? What problems is it causing or in what way could it help the reader?
• Dell Boomi’s HQ is in the United States. The “voice” of our corporate communications and content follow American English standard. As a global company, our content will be read by audience around the world. We should be clear, conversational and approachable in our communications.

Visual Style

• Be sure to leave enough room around the Boomi logo so that it doesn’t feel cramped. Use the height of the letter ‘D’ in the Dell logo as reference for the minimum space to leave clear around our logo.
• Print: 0.5’’ or 12.7mm minimum height
• Digital: 30px minimum height
• Whenever it works for the design, the preference is to use the full color logo on a white background. If our logo is being used on a light colored background, use the navy logo. If it’s being used on a dark colored background or with a gradient behind it, use the white logo. As a brand, we do not use the gradient inside our logo.
• When the logo needs to be only one color and will be placed on a light background, use the navy logo.
• When the logo needs to be placed on a dark background, use the white logo with required clear space
• Use the logo in white if it’s being used with a gradient
• Never apply a gradient inside the Boomi logo
• In digital use, where a square image will make our logo appear larger and more legible, using the stacked logo is preferred.
• In instances where our user name will appear alongside the profile picture, such as on our Boomi Vimeo page, using the Atom as its own mark is preferred.
• Do not manipulate
• Do not add a drop shadow of any sort
• Do not angle
• Do not alter the color out of brand
• Do not fill the logo
• Do not recreate the logo

Iconography

• We make use of the Futuro set of icons. You’ll find a robust selection of them in the appendix of the standard PowerPoint template, high-res and ready to be added to your presentations. If you need them in a different format for a different purpose, they are available to download from our Google Drive folder.
• Icons can be used in solid colors or gradients, or in white on a solid or gradient background
• Always use these same icons to represent specific industry verticals in your presentations and collateral

Layout And Composition

• Be sure to leave enough room around the Boomi logo so that it doesn’t feel cramped. Use the height of the letter ‘D’ in the Dell logo as reference for the minimum space to leave clear around our logo.
• Print: 0.5’’ or 12.7mm minimum height
• Digital: 30px minimum height
• Whenever it works for the design, the preference is to use the full color logo on a white background.
• If our logo is being used on a light colored background, use the navy logo.
• If it’s being used on a dark colored background or with a gradient behind it, use the white logo.
• As a brand, we do not use the gradient inside our logo.
• Use the logo in white if it’s being used with a gradient.
• Never apply a gradient inside the Boomi logo.
• In digital use, where a square image will make our logo appear larger and more legible, using the stacked logo is preferred.
• In instances where our user name will appear alongside the profile picture, such as on our Boomi Vimeo page, using the Atom as its own mark is preferred.
• Do not manipulate
• Do not add a drop shadow of any sort
• Do not angle
• Do not alter the color out of brand
• Do not fill the logo
• Do not recreate the logo

Email Signature Guidelines

• Our email signatures use the Arial font and do not include images or banners (unless approved by the brand team for specific events or campaigns.)
• For color and typeface size, please visit the Wiki page where you can simply copy a template signature and replace with your information.

Additional Properties