June 2019

Graphic Elements

Line

The solid line, straight or curved, connecting points in time. Primary line should be shown in green. Other lines (representing timelines of other users of machines) should be shown in black or gray.

Point (in time)

Small, solid circle denoting a point in time. Should be shown in green or blue from palette.

Featured point (in time)

Small, solid circle surrounded by thin circular line, denoting a featured point (in time). Should be shown in green or blue from palette.

Typography

Typography is an important part of Exabeam’s identity, as it creates a distinctive look to all our marketing collateral. It is integral to building a unique image and strong brand recognition in the marketplace.

Primary Typefaces
DIN Next LT Pro

The Exabeam primary heading typeface is DIN Next LT Pro, a Linotype typeface used for headlines and to create a typographical hierarchy.

Example Get the SIEM You Always Wanted Get the SIEM
Source Sans Pro Regular

The Exabeam primary text typeface is Source Sans Pro, an open-source typeface and the primary typeface used for all communication material.

Example Unlimited Storage. Advanced Analytics. Automated Response. Unlimited Storage.
Secondary Typeface
Freight text pro

The Exabeam secondary typeface is Freight text pro, an open-source typeface used for quotes and blog article copy.

Example “Exabeam has made my Tier 1 team more effective.” “Exabeam has made my Tier 1 team more effective.”
Alternative Typeface
Calibri

The Exabeam alternative typeface is Calibri, an open-source typeface used for Microsoft Office.

Example Unlimited Storage. Advanced Analytics. Automated Response. Unlimited Storage.

Color

Primary

Exabeam’s color palette is comprised of primary, secondary, and accent color palettes. Most elements will use the primary color palette.

RGB: 106 186 79
 Hex: #6aba4f CMYK: c:62 m:2 y:93 k:0
RGB: 73 170 77 Hex: #49aa4d CMYK: c:73 m:8 y:96 k:0
Secondary

In using the secondary color palette, usage is best suited for accents or within icons & illustration.

RGB: 19 157 242
 Hex: #139df2 CMYK: c:70 m:29 y:0 k:0
RGB: 03 130 207
 Hex: #0382cf CMYK: c:81 m:42 y:0 k:0
Neutral

To support the primary brand these neutral colors have been chosen to add contrast and hierarchy within illustrations and text styles.

RGB: 27 26 31 Hex: #1b1a1f CMYK: c:75 m:70 y:61 k:76
RGB: 43 44 52 Hex: #2b2c34 CMYK: c:76 m:69 y:56 k:59
RGB: 71 79 88 Hex: #474f58 CMYK: c:72 m:60 y:50 k:32
RGB: 99 110 124
 Hex: #636e7c CMYK: c:65 m:51 y:39 k:12
RGB: 166 175 189 Hex: #a6afbd CMYK: c36 m:25 y:18 k:0
RGB: 215 220 225
 Hex: #d7dce1 CMYK: c:14 m:9 y:7 k:0
RGB: 244 246 248
 Hex: #f4f6f8 CMYK: c:3 m:1 y:1 k:0
Accent

The accent color palette are complimentary colors and meant for minimal use.

RGB: 233 98 9
 Hex: #e96209 CMYK: c:4 m:76 y:100 k:1
RGB: 249 181 19
 Hex: #f9b513 CMYK: c:2 m:3 y:100 k:1
RGB: 74 7 142
 Hex: #4a078e CMYK: c:87 m:100 y:6 k:4
RGB: 218 19 95 Hex: #da135f CMYK: c:9 m:100 y:45 k:1
Gradient

Complimentary gradients have been chosen to add contrast and visual depth.

Degree: 135deg Hex: #1b1a1f, #44414e
Degree: 129deg Hex: #139df2, #0382cf
Degree: 0deg Hex: #ffffff, #dee3e9
Degree: 152deg Hex: #98a1ab, #c3cad2

Grid Styles

Desktop

Max-width: 1200px. Column-width 76px, Gutter width 24px.

Mobile

Width: 320px. Column-width 40px, Gutter width 40px.

Forms

Form Input

View Now

Active Dropdown
Validation Feedback

View Now

Error

Icons

General Icons
Social Icons
Detailed

SIEM Guide

Top Level Architecture

Favicon

Writing

Stylebook

The Associated Press Stylebook

AP Style Guide Cheat Sheet

VOICE AND TONE

Be smart and informed, but not overly pedantic. Suggest that readers are proactive about security risks, without scare tactics. We are educating not selling.

WRITING STYLE

Use direct, clear sentences in the active voice, instead of the passive voice. Discuss with your content developer if it’s preferable to use the first person (I) or the second person. Contractions are acceptable for an approachable tone such as in blogs, but use them consistently.

WRITING STYLE SHOULD EMULATE FORTUNE:
HEADLINES

Headlines follow AP Style with caps for all words except articles. If an article is four words or more please use uppercase, for example, About, Which.

Subheads are sentence case with only the first word and proper nouns in uppercase.

ACRONYMS

Use lowercase for the full text of acronyms, for example internet of things (IoT). Use uppercase if it is a proper noun like Amazon Web Services (AWS).

Smart, engaging headlines and simple business prose. Infographics and diagrams should emulate Popular Science in their detail and ability to explain complex topics simply.

Refer to Fortune Magazine for examples on blog news tone and style

  • Use short and direct titles and subtitles that are descriptive and interesting
  • Speak directly and factually without hyperbole or wordiness

BLOG CODE SNIPPETS:

When blogs include samples of code, the code should be formatted in Courier Font (standard 16 pt font size) and included as an image, not text.

EXAMPLE:
Readability

Strive to write direct, shorter sentences. Write for visual scanners, with the headline and subhead clearly communicating key information. Communications should have supporting information such as tables, diagrams, pull quotes, etc.

All diagrams and figures must include a caption. The caption should clearly explain what is shown so it is accessible even for those who have not read the article.

Examples:

Poor Caption – Figure 1: A map of the United States

Proper Caption – Figure 1: The growth of urban populations in the United States between 1950 and 2010.

GRAPHICS APPROACH SHOULD EMULATE FORTUNE
PRODUCT NAMES
First Usage:

Exabeam + Product Name, e.g., Exabeam Data Lake.

Second Usage:

Product Name in initial caps, e.g., Data Lake.

Use of Acronyms:

In external writing, product names should not be shortened to acronyms. For example, Exabeam Advanced Analytics should not be shortened to AA. Product names should always be spelled out according to the usage rules above.

The only exception is Exabeam Security Management Platform. It can be shortened to SMP but only after the first mention, which should include the acronym in parentheses. For example, “Exabeam Security Management Platform (SMP)”.

Internal use of product acronyms is acceptable, but not preferred. Use the full product name according to the rules above when possible.

Avoid

Avoid brand-name competitor bashing, yet inform readers of the weakness of other technology approaches where it applies. Avoid too many adjectives and adverbs.

AVOID JARGON AND HACKNEYED WORDS:
  • Best-of-breed
  • Built-in
  • Business (recommend organization instead)
  • Cutting-edge
  • Elegant
  • End-to-end
  • Explosive
  • Next-generation (see exception below)
  • Now more than ever…
  • Purpose-built
  • Real-time
  • Seamlessly
  • Skyrocket
  • Sophisticated
  • State of the art
  • Today, …
  • Transparent or transparently
  • Unmatched, unrivalled, unparalleled
  • Using i.e. and e.g. Instead use “and more”
  • World-class
  • Next-gen only acceptable when applied to SIEM, SOC or CISO, as in “next-gen SIEM.”
Common Use

Below are commonly-used words that appear in our writing. These are the standard way to spell and/or format them.

Cybersecurity
Cyber attack
On-premises

Video

Bumper

The video bumper is position at the start and end of the video to provide consistent Exabeam branding. At the start the video, the bumper should finish playing and then completely fade out to white before the content of the video begins. At the end of the video, a white matte should first fade onto the video’s content and then the bumper is revealed. Download File

Example
Lower Third

The lower thirds provides basic information about the video’s subject including name, title and company. There are two styles of the lower thirds: one that is clean and minimal, and the second that is bold and branded with Exabeam green. The choice is in style is dependent upon the video subject matter, location or purpose. The lower thirds should normally be positioned in the bottom left of the screen with a small margin from the side and bottom edge as in the examples. Style 1: Font Download Style 2: Template Download

Transition

This video transition is used to connect two separate sections of a video in a clean and attractive way. This transition can be used with text beneath the Exabeam logo to provide context for the following section of the video. To edit this template, first you must create a key framed mask over the previous text then duplicate the key framed mask to follow the swipe animation and add it to the new text. The text font used within the transition is Circular Pro Air. Download File

Example

Images

Image Tone and Style

Exabeam uses photography to express optimism, collaboration and professionalism. Where possible, photographic images should demonstrate a human element. Dark and/or menacing imagery should be avoided (e.g., hackers in hoodies, etc.).

Blue, green and/or dark grey filters from the Exabeam color palette are applied to photographs for consistency.

Download the Image Style Settings Technical Specs

Image Library

The below images are available for use by Exabeam.

Atmosphere
Building
Event
Meeting
Meeting
Office Space
Webinar
Industry
Aviation
Energy
Federal Government
Healthcare
Manufacturing
Retail
Technology Concepts
AI / Machine Learning
Analytics
Cloud Security
Data Science
Incident Response
Insider Threats
Modularity
SIEM Modernization
SOC Automation