July 2020

Graphic Elements


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 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

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

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



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 PMS: 360CP
RGB: 73 170 77 Hex: #49aa4d CMYK: c:73 m:8 y:96 k:0 PMS: 361U

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 PMS: P115-7C
RGB: 03 130 207
 Hex: #0382cf CMYK: c:81 m:42 y:0 k:0 PMS: 3005CP

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 PMS: 426CP
RGB: 43 44 52 Hex: #2b2c34 CMYK: c:76 m:69 y:56 k:59 PMS: 433CP
RGB: 71 79 88 Hex: #474f58 CMYK: c:72 m:60 y:50 k:32 PMS: 432CP
RGB: 99 110 124
 Hex: #636e7c CMYK: c:65 m:51 y:39 k:12 PMS: 431CP
RGB: 166 175 189 Hex: #a6afbd CMYK: c36 m:25 y:18 k:0 PMS: 249CP
RGB: 215 220 225
 Hex: #d7dce1 CMYK: c:14 m:9 y:7 k:0 PMS: 656UP
RGB: 244 246 248
 Hex: #f4f6f8 CMYK: c:3 m:1 y:1 k:0 PMS: P115-1U

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 PMS: 7578CP
RGB: 249 181 19
 Hex: #f9b513 CMYK: c:2 m:3 y:100 k:1 PMS: 7409CP
RGB: 74 7 142
 Hex: #4a078e CMYK: c:87 m:100 y:6 k:4 PMS: Medium Purple C
RGB: 218 19 95 Hex: #da135f CMYK: c:9 m:100 y:45 k:1 PMS: P71-8C

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


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


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


Form Input

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Active Dropdown
Validation Feedback

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General Icons
Social Icons
Icon Libary

The Exabeam Icon Library contains top level architecture icons and other icons for use. Green/gray icons are recommended for primary use. Blue icons can be used as a secondary option or when an accent color is needed. Orange is typically used to accentuate or indicate a negative situation (either the entire icon or as a spot color).

Download the Exabeam Icon Library here.

When creating new icons, follow the guidelines below. Refer to existing Icon Library for examples.

  • Exabeam icons are drawn as line art only.
  • Photography and shadows should not be used.
  • Use the Exabeam color palette below for icons. No other colors should be used.
  • Primary Green―RGB: 106 186 79 • Hex: #6aba4f • CMYK: c:62 m:2 y:93 k:0
  • Gray―RGB: 99 110 124 • Hex: # 636e7c • CMYK: c:65 m:51 y:39 k:12
  • Green Tint―RGB: 208 230 206 • Hex: #d0e6ce • CMYK: c:18 m:0 y:22 k:0
  • Blue―RGB: b19 157 242 • Hex: #139df2 • CMYK :c:70 m:29 y:0 k:0
  • Blue Tint―RGB: 207 232 249 • Hex: #cfe8f9 • CMYK: c:17 m:2 y:o k:0
  • Orange― RGB: 233 98 9 • Hex: #e96209 • CMYK: c:4 m:76 y:100 k:1
  • Orange Tint―RGB: 254 227 209 • Hex: #fee3d1 • CMYK: c:0 m:12 y:16 k:0



When creating diagrams, use only Exabeam-approved fonts and color palette and follow the guidelines below.

Sample diagrams can be downloaded here.

  • In general, less is more—avoid clutter.
  • Keep line weights thin. Arrows and lines should always be Exabeam Light Gray. Line weight should be 1.5px.
  • When including shapes, use square edges (not round).
  • Do not use shadows.
  • Icons should be used from the Exabeam Icon Library.
  • Primary text should be 16pt for text that describes elements in the diagram (such as icons and infrastructure), 14pt if needed for an additional level. Secondary text should be 13pt to describe actions (such as communication between systems, user actions, or hacker behavior).


Exabeam follows the Associated Press (AP) Stylebook for written material.

We’ve put together this writing style guide with Exabeam-specific examples to help you with your projects.


Headlines are in title case, written with initial caps for all words that are not articles. When there is an article that is four letters or more the word is written in caps.

For example, “How an Airline Solves Unique, Non-Security Use Cases With Exabeam’s Analytics”

Do not use exclamation marks in the headline of a product page, web page, documentation, training document or blog post. You may use exclamation marks sparingly to indicate excitement and use no more than one exclamation mark.

Exception to the rule: exclamation marks are allowed in headlines in social media posts where appropriate.


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

For example, “What you need to know about the Capital One breach”.


Em-dashes use a space on either side.

For example, “Exabeam’s security solutions — unlimited data collection, machine learning and analytics for modern cyber threat detection and response — are built to work with your existing SIEM so you can leverage your investment.”

En-dashes are used to offset items in a bulleted list with their descriptions.

For example:

  • List item – This is the description of the list item.

Also, use en-dashes to represent a span or range of numbers, dates, or time.

For example, “The 2001–2019 season was our best yet.” “You will find this material in chapters 8–12.”

Finally, en-dashes are used for clarity in an open compound adjective. This is also known as a compound adjective, an adjective that has two words with a space between them.

For example, “Windows 10–compatible products”


Hyphens should not be used interchangeably with dashes. They should only be used to create compound modifiers (adjectives that have more than one word).

For example, eye-opener, check-in, free-for-all, commonly-used words

Hyphenate compound numerals and fractions when spelled out at the beginning of a sentence.

For example, “Twenty-five percent increases were the order of the day.”
“One-third of the page is now dedicated to showing the impact of the changes to the UI.”


Omit the comma before the last item in a simple list per AP Stylebook.

For example, “Julie, Sarah and Tina”

For the Oxford comma, use a comma before the last item when a list includes a conjunction such as “and” in the terms separated by commas.

For example, “Log monitoring includes aggregating security events and alerting on invalid and multiple login attempts, port scans, and privilege escalation.”

Note: The product docs team always uses the Oxford comma, even in a simple list

Periods and spaces

Use one space after a period per AP Stylebook.


Use an ellipsis to condense quotes in your writing projects to remove irrelevant content, redundant words or those that are understood.

An ellipsis uses three non-spaced periods with a space both preceding and following them. Treat an ellipsis as a three-letter word, constructed with three periods and two spaces. ( … )

If a sentence ends in an ellipsis use a period and then the ellipsis. ( ….)


Capitalize titles when used before the individual’s name. The title is in lowercase when not used before a person’s name. Per AP Stylebook, never capitalize a title used alone, no matter how important it seems.

For example, The president signed the bill. The pope blessed the multitude.

Governor Gavin Newsom attended the press conference. The governor later answered questions from journalists and the public.

Job titles used before an individual’s name are capitalized.
For example, Vice President, Sales Engineering Andy Skrei

Don’t capitalize a job title that stands alone. If it isn’t followed by a proper name, it’s lower case.

For example, “She was promoted to vice president for market development.”

Most job descriptions are not considered titles and are not capitalized: astronaut John Glenn, actor Zac Efron, teacher Nancy Hanson.

Product names

First use: Exabeam + Product Name, e.g., Exabeam Data Lake
Second use: Product Name in initial caps, e.g., Data Lake

Product names should not be shortened to acronyms. For example, Exabeam Advanced Analytics should not be shortened to AA. Spell out product names when referring to them.

The only exceptions to the acronym rule are the Exabeam Security Management Platform and the Exabeam Cloud Platform.

Exabeam Security Management Platform can be shortened to SMP but only after the first mention, which should include the acronym in parentheses.
First use: Exabeam Security Management Platform (SMP)
Second use: the Exabeam SMP

Exabeam Cloud Platform can be shortened to ECP but only after first mention, which should include the acronym in parentheses.

First use: Exabeam Cloud Platform (ECP)
Second use: ECP

Don’t use a possessive for Exabeam when referring to the company’s products. For example, use Exabeam Advanced Analytics or the Exabeam Content Library, not Exabeam’s Advanced Analytics.

Use a possessive when referring to a type of solution. For example, “Exabeam’s incident response solution”

Proper nouns, product names and capitalization

Only proper nouns, product and service names are capitalized. For headlines see our guidelines on how to capitalize.

Common nouns such as security, content and cloud when referring to Exabeam’s capabilities are not capitalized in written material.

Proper nouns for example, The Google and Apple contact tracing API was released in March 2020.

Product names for example, The Exabeam Security Management Platform (SMP) is a modern SIEM built on advanced data science, deep security expertise, and proven open source big data solutions.

Common nouns for example, In addition to Exabeam SaaS Cloud, Exabeam provides hybrid cloud security options. Provision Exabeam on premises and in a private cloud, to match your organization’s budget and security policies.


A term that precedes an acronym is lower case unless it is a proper noun.

For example, user and entity behavior analytics (UEBA), Exabeam Security Management Platform (SMP), Amazon Web Services (AWS)

Common acronyms don’t need to be spelled out, like HIPAA, SSL, http and others.

Numbered lists vs. bulleted lists

Lists are used for clarity and help the reader.

Use numbered lists if you are writing an ordered list (actual steps, a series of chronological phases), such as:

  1. Create a blank document.
  2. Draft your document.
  3. Publish your document.

Use bulleted lists if you are writing an unordered list, such as:

  • Feature list
  • Directory list
  • Grocery list
Use of periods in lists

There should be a period if the list item completes a sentence. Don’t include punctuation only when the list item is an incomplete sentence that does not complete a sentence introduced by the opening sentence.

For example, a list of items like this doesn’t need a period after each one:

You need the following to install the product:

– A computer
– An internet connection
– Some data

Commonly-used words

We’ve listed commonly-used words that appear in our writing. For guidance on commonly-used words, we use the AP Stylebook and then Merriam-Webster.

  • Apache NiFi
  • cyberattack
  • cybersecurity
  • cyber threat
  • cryptocurrency
  • cryptojacking
  • crypto mining (or cryptocurrency mining)
  • email
  • end user
  • endpoint (security)
  • internet
  • internet of things
  • machine learning (open, no hyphen as noun or verb)
  • on premises (or on prem noun; hyphenated as a verb “on-premises security solution”. Do not use “on premise”)
  • ransomware
  • syslog
  • Trojan horse
Service marks, trademarks or registered marks

Exabeam, the Exabeam logo, Threat Hunter, Smarter SIEM, Smart Timelines and Security Management Platform are service marks, trademarks or registered marks of Exabeam, Inc. in the United States and other countries.

For printed material use the Exabeam boilerplate with the service mark copy and copyright:

Exabeam is the Smarter SIEMTM company. We help security operations and insider threat teams work smarter, allowing them to detect, investigate and respond to cyberattacks in 51 percent less time. Security organizations no longer have to live with excessive logging fees, missed distributed attacks and unknown threats, or manual investigations and remediation. With the modular Exabeam Security Management Platform, analysts can collect unlimited log data, use behavioral analytics to detect attacks, and automate incident response, both on-premises or in the cloud. Exabeam Smart Timelines, sequences of user and device behavior created using machine learning, further reduce the time and specialization required to detect attacker tactics, techniques and procedures. For more information, visit www.exabeam.com.

Exabeam, the Exabeam logo, Threat Hunter, Smarter SIEM, Smart Timelines and Security Management Platform are service marks, trademarks or registered marks of Exabeam, Inc. in the United States and other countries. All other brand names, product names, or trademarks belong to their respective owners.

© 2020 Exabeam, Inc. All rights reserved.

Third-party trademarks

All other brand names, product names, or trademarks belong to their respective owners. There is no requirement for adding them to our materials.

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 (you). Contractions are acceptable for an approachable tone such as in blogs, but use them consistently.

Keep the following style points in mind when you write:

  • The more concise, the better. Longer sentences force most readers to give up or get frustrated.
  • Create lists and tables wherever possible, rather than longer/bulkier paragraphs or walls of text.
  • Do not use gender pronouns (he/she), but rather “they”. Or, refer directly to the reader (you).
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.

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

Fortune magazine provides good examples of 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

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

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.

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.

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.



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


  • 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, unrivaled, 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.”


Download the full video styleguide here.


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

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


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



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.

Office Space
Federal Government
Technology Concepts
AI / Machine Learning
Cloud Security
Data Science
Incident Response
Insider Threats
SIEM Modernization
SOC Automation

Zoom Backgrounds

A variety of Exabeam-branded Zoom backgrounds are available for use. You can download them individually below or together in a zip file here.

Exabeam – white background
Exabeam – black background
Exabeam Advanced Analytics – dark mode UI
Exabeam Cloud Archive
Exabeam SaaS Cloud
Exabeam Zoom Connector
Exabeam Spotlight20