FileWave Global Brand Standards

Edition Standard: v1.2

Last Revision: 5 June 2020

FileWave's Global Brand Standards are the final authority on any use of the brand, its logos, wordmarks, and other such elements as defined by Global Marketing. This document is a consistently changing document and relevant updates will be provided in order to accommodate changes in the business atmosphere, as well as globally. 

The purpose of this document is to provide information to the company and its partners to ensure that the FileWave brand is being represented appropriately across all media. Improper use of the brand can result in brand fragmentation, issues with corporate identity, and a failure for consumers to understand the purpose of the brand and its messaging. 

Global Marketing invites commentary, suggestions, and ideas on how to improve the brand image at all times. You may email us at [email protected] for any questions, comments, concerns, or ideas that you may have. 

Edition Standard: v1.2

Letzte Überarbeitung: 5. Juni 2020

Die Globale Markenstandards von FileWave sind die endgültige Autorität über die Verwendung der Marke, ihrer Logos, Wortmarken und anderer solcher Elemente, wie sie von Global Marketing definiert werden. Dieses Dokument ist ein sich ständig änderndes Dokument, und es werden relevante Aktualisierungen bereitgestellt, um Veränderungen in der Geschäftsumfeld sowie weltweit gerecht zu werden.

Mit diesem Dokument sollen dem Unternehmen und seinen Partnern Informationen zur Verfügung gestellt werden, um sicherzustellen, dass die Marke FileWave in allen Medien angemessen vertreten ist. Eine unsachgemäße Verwendung der Marke kann zu Markenfragmentierung, Problemen mit der Corporate Identity und einem Versagen der Verbraucher führen, den Zweck der Marke und ihrer Nachrichten zu verstehen.

Global Marketing lädt zu Kommentaren, Vorschlägen und Ideen ein, wie das Markenimage jederzeit verbessert werden kann. Sie können uns eine E-Mail an [email protected] senden, wenn Sie Fragen, Kommentare, Bedenken oder Ideen haben.

Edition Standard: v1.2

Dernière révision: 5 juin 2020

Les normes mondiales de marque de FileWave sont l'autorité finale sur toute utilisation de la marque, de ses logos, de ses mots-clés et d'autres éléments tels que définis par Global Marketing. Ce document est un document en constante évolution et des mises à jour pertinentes seront fournies afin de tenir compte des changements dans l'atmosphère des affaires, ainsi que dans le monde.

Le but de ce document est de fournir des informations à l'entreprise et à ses partenaires pour garantir que la marque FileWave est représentée de manière appropriée sur tous les supports. Une mauvaise utilisation de la marque peut entraîner une fragmentation de la marque, des problèmes avec l'identité de l'entreprise et une incapacité des consommateurs à comprendre l'objectif de la marque et ses messages.

Global Marketing invite les commentaires, suggestions et idées sur la façon d'améliorer l'image de marque à tout moment. Vous pouvez nous envoyer un courriel à [email protected] pour toutes questions, commentaires, préoccupations ou idées que vous pourriez avoir.

版本标准：v1.2

修订日期：2020年6月5日

FileWave的全球品牌标准是对品牌，徽标，文字标记以及全球营销定义的其他此类元素的任何使用的最终授权。 本文档是一个不断变化的文档，将提供相关更新以适应业务环境以及全球范围的变化。

本文档的目的是向公司及其合作伙伴提供信息，以确保FileWave品牌在所有媒体上得到恰当的代表。 品牌使用不当会导致品牌分散，企业标识问题以及消费者无法理解品牌及其消息传递的目的。

全球营销部随时邀请有关如何改善品牌形象的评论，建议和想法。 您可以通过[email protected]向我们发送电子邮件，以获取任何疑问，意见，疑虑或想法。

エディションスタンダード：v1.2

最終改訂：2020年6月5日

FileWaveのグローバルブランド標準は、ブランド、そのロゴ、ワードマーク、およびグローバルマーケティングで定義されているその他の要素の使用に関する最終的な権限です。 このドキュメントは常に変化するドキュメントであり、ビジネス環境の変化に対応するために、またグローバルに関連する更新が提供されます。

このドキュメントの目的は、会社とそのパートナーに情報を提供し、FileWaveブランドがすべてのメディアで適切に表現されていることを確認することです。 ブランドの不適切な使用は、ブランドの断片化、コーポレートアイデンティティの問題、および消費者がブランドとそのメッセージの目的を理解できない原因となる可能性があります。

グローバルマーケティングは、常にブランドイメージを改善する方法についての解説、提案、アイデアを募集しています。 ご不明な点、コメント、懸念事項、アイデアがある場合は、brand@ filewave.comにメールでお問い合わせください。

Standard Edisi: v1.2

Semakan Terakhir: 5 Jun 2020

Piawaian Jenama Global FileWave adalah pihak berkuasa terakhir untuk setiap penggunaan jenama, logo, tanda kata, dan elemen lain seperti yang ditentukan oleh Pemasaran Global. Dokumen ini adalah dokumen yang berubah secara konsisten dan kemas kini yang relevan akan diberikan untuk menampung perubahan dalam suasana perniagaan, dan juga global.

Tujuan dokumen ini adalah untuk memberikan maklumat kepada syarikat dan rakan-rakannya untuk memastikan bahawa jenama FileWave diwakili dengan tepat di semua media. Penggunaan jenama yang tidak betul dapat mengakibatkan pemecahan jenama, masalah dengan identiti korporat, dan kegagalan bagi pengguna untuk memahami tujuan jenama dan pesanannya.

Pemasaran Global mengundang komen, cadangan, dan idea mengenai cara meningkatkan imej jenama setiap masa. Anda boleh menghantar e-mel kepada kami di [email protected] untuk sebarang pertanyaan, komen, kebimbangan, atau idea yang mungkin anda miliki.

Izdanje Standard: v1.2

Posljednja revizija: 5. juna 2020

FileWave-ovi globalni standardi branda konačni su autoritet svake upotrebe branda, njegovih logotipa, oznaka riječi i drugih takvih elemenata kako je definirano u Global Marketingu. Ovaj dokument je dokument koji se neprestano mijenja i bit će osigurane relevantne ispravke kako bi se mogle prilagoditi promjenama u poslovnoj atmosferi, ali i globalno.

Svrha ovog dokumenta je pružanje informacija kompaniji i njenim partnerima kako bi se osiguralo da se robna marka FileWave prikladno predstavi na svim medijima. Nepravilna upotreba branda može rezultirati fragmentacijom marke, problemima s korporativnim identitetom i nesposobnošću potrošača da razumiju svrhu marke i njeno slanje poruka.

Global Marketing poziva na komentare, prijedloge i ideje o tome kako poboljšati imidž marke u svakom trenutku. Možete nam poslati e-poštu na [email protected] za bilo kakva pitanja, komentare, nedoumice ili ideje koje imate.

This Edition of the Global Brand Standards was devised on 1 May 2020 and revised subsequently on 5 June 2020, to reflect changes to the brand, wordmarks, and other elements used as part of the brand. Sections of this standard may not apply to all regions, but all regions are expected to follow the standards. 

Any derivation of the standards are expressly prohibited without the express and explicit consent of the Global Head of Marketing, Andy Markle or the Chairwoman of the Board, Nurdan Eris. Further, if there are questions that need answered or a derivation outside of the standards herein, please send an email to [email protected]. 

These standards are for the worldwide brand are in effect for all countries, jurisdictions, or organizations that utilize the FileWave name, brandmark, or wordmark. 

© 2020 FileWave International Holding AG.

FileWave Global Headquarters

Sankt-Gallerstrasse-1

Wil, 9500 Switzerland

FileWave Americas Headquarters

12125 E 65th St #361445

Indianapolis, IN 46236

FileWave Düsseldorf

Cantadorstraße 6

40211 Düsseldorf, Germany

Latest Revision: 13 July 2020

Changelog (16/7/2020): 

• Modifications made: 
  • Brand typography shift from Helvetica Neue to IBM Plex Sans

Changelog (5/6/2020): 

• Modifications made to add:
  • Brand Identity
  • Brand Archetype
  • Brand Culture, Voice, Experience, & Focus
  • Brand Positioning
  • Brand Emotions
  • Enhanced and modified logo standards
  • Color palette revisions to include gradient swatches
  • Brand typography shift from Poppins Regular to Helvetica Neue
  • Brand language & editorial standards
  • Company boilerplates
  • Consolidation of Brand Identity into singular section

Section 1: Introduction to FileWave Global Brand Standards

• Section 1.1: Edition Information 
• Section 1.2: Revision Changelog
• Section 1.3: Table of Contents

Section 2: Brand Standards

• Section 2.1: Brand Identity
• Section 2.2: Brand Positioning
• Section 2.3: Brand Emotions
• Section 2.4: Logo Standards
• Section 2.5: Color Palettes

Section 3: Editorial Standards

• Section 3.1: Brand Typography
• Section 3.2: Brand Language & Editorial Standards
• Section 3.3: Brand Visual Identity Systems
• Section 3.4: Press Boilerplates (English)
• Section 3.5: Press Textbausteine (Deutsch)
• Section 3.6: Expressions Standards pour la presse (Français)
• Section 3.7: Email Signatures

Section 4: Product Standards

• Section 4.1: Product Naming Conventions

Section 5: Sales Warbook

• Section 5.1: Company Descriptions (English)
• Section 5.2: Company Descriptions (Deutsch)
• Section 5.3: Company Descriptions (Français)

Introduction to Brand Standards

Brand standards are important for any brand to maintain and drive uniformity across the organization. At FileWave, we use brand standards to ensure that our global brand stays the same and we do not confuse our customers. As part of the brand standards, we include things like: brand identity, positioning statements, emotions, logos and color palettes. 

Table of Contents

• §2.1 — Brand Identity
• §2.2 — Brand Positioning
• §2.3 — Brand Emotions
• §2.4 — Logo Standards
• §2.5 — Color Palettes

Our Mission

At FileWave, our mission is to empower organizations across the globe to organize, manage, and maintain mobile environments for powerful transformations within education and the enterprise.

Our Vision

FileWave's vision is to be the most innovative, comprehensive, and customer-driven unified endpoint management software, globally recognized as a leader in our industry.

Our Values

FileWave's values are the guiding principles that drive how we strive to conduct our business every day. These values establish our view of the world as we shape our future. They determine how we treat each other.

• Commitment: FileWavers reinforce the team's commitment when they facilitate planning and communcation, take care of each other, and help the team achieve company objectives together. 
• Courage: FileWavers show courage by creating a safe environment for team members to have difficult conversations with other FileWavers, team leads, and stakeholders. FileWavers encourage the removal of blockers that slow the team down. FileWavers always stand up for what is right, help teammates adapt to changing priorities, and approach others with empathy at all times.
• Focus: FileWavers create a culture of participation, ensuring that teams are working together seamlessly, and presenting completed work with full quality and commitment. 
• Openness: FileWavers share open feedback that is constructive and respectful so that it will be useful to other team members. FileWavers understand that learning about shortcomings early is more helpful than hearing about them later. FileWavers foster an open environment of reflection and change so that the team can grow and develop. 
• Respect: FileWavers respect each other, individual teams, and the company as a whole. They help teams listen to each other. They encourage teams to share their struggles and their successes. FileWavers focus on collaboration and facilitate conversations around new ideas.
• Quality: FileWavers are committed to quality, their teams, and the company. Quality comes in many forms from meeting to deliverables to committing to quality work in every way.

Our Target Audience

FileWave’s primary customers are organizations that manage complex endpoint environments. Organizations that feature inexperienced user groups, significant IT management challenges, and inefficient environments are especially likely to experience significant returns on investment from our solutions.

Specific targeted roles include:

• Chief Information Officers
• Chief Financial Officers that manage capital expenses
• Chief Technology Officers
• Technology Directors
• System Administrators

However, end users and day-to-day technology program managers are the primary beneficiaries of FileWave's integration into their day-to-day, because they uncover tremendous efficiency, productivity, and performance advantages as a result.

FileWave’s Brand Archetype: The Hero

Brand Desire - To provide worth through empowerment and being courageous.

Brand Goal - To improve the world.

Brand Strategy - To do things for others that empower them for success.

Brand Motto - Where there's a will, there's a way.

Brand Fear - Weakness, vulnerability, being scared.

Brand Weak Points - Arrogance and challenging others.

Why the Hero Identity is Right for FileWave

The Hero archetype is right for FileWave because:

• FileWave's leaders possess indomitable will and personal humility
• FileWave seeks to improve the world through empowering it to manage its complexities with relative ease
• FileWave believes that nothing is impossible and will continue to drive success always
• FileWave pushes for success in all things that it does
• FileWave continues to provide extraordinary success for the customers it reaches

More comprehensive information about this Jungian archetype is located here.

Brand Culture, Voice, Experience, & Focus

FileWave's brand culture is based on empowering others to do more and to do it efficiently.

FileWave's voice uses sophisticated language and an extensive vocabulary.

FileWave's experience allows it to hold robust conversations, solve problems, and create innovative solutions.

FileWave's focus is all about empowerment, finding solutions, being the first to solve problems, embracing technology, and adapting its thinking for the greater good of the information technology industry and those that it serves.

Unique Selling Position

FileWave's unique selling position is that our unified endpoint management software drives increased performance, productivity, and measurable efficiency while reducing costs.

The Tagline

A tagline is important to the brand because it embodies our core principles with a few words. Our tagline is 'Simple. Automated. Future-Ready.' This tagline speaks to the ease-of-use and the nature of our core product and how it prepares organizations for the future state of technology and their environments.

Success Messaging

A successful FileWave client relationship should evoke empowerment, strength, simplicity, and the ability to overcome their fears and challenges.

It's important to remember that clients want to:

• Feel as if their work and business strategies are important to FileWave.
• Be happy and relieved that FileWave provides a solution to alleviate the needs of their organizations.
• Strike up conversations without being uptight.
• Empower our customers to overcome their fears and challenges by implementing our software.
• World and industry-leading support.

Empowering

Motivating, Encouraging, Enabling

FileWave helps organizations organize, manage, and secure their multi-platform environments to enable their strategic investment strategies throughout the device lifecycle. 

Purposeful

Passionate, Intentional, Effective

FileWave exists to help organizations thrive. Our mission is audaciously large and motivates us with each step we take. Instead of acting impulsively, we take steps with deliberate planning, craftsmanship, and focus to hit the target and meet expectations in every engagement.

Authoritative

Truthful, Scholarly, Dependable, Authentic

FileWave always strives to be truthful in its intentions, scholarly in its work, dependable in its deliveries, and authentic in its speech. Every member of the team embodies this message and should always be a guide to the FileWave ethos - no matter the project. We count on our authority to gain respect and demand authenticity and trust.

Approachable

Genuine, Unpretentious, Caring

FileWave keeps it real. It's open and honest, avoids aloof corporate language, and phony marketing spins. FileWave sees itself less as a company and more as a team of humans helping other humans - being friendly and sincere should come naturally.

Logo Overview

Logos are a cornerstone of the FileWave brand. They are the most outward facing element of brand recognition. Therefore, the integrity of our logos should be considered the utmost importance. Keeping them within brand standard is vital to the survival of our brand and its mission.

In this section, you will see brand elements, language translations of brand names and trademarks, and transliterations of FileWave-related brand marks. It’s important you use only the approved use marks and you follow the directions in this section when replicating, designing, or using any mark/logo for any material.

Primary Logo

FileWave’s primary logo is accentuated by a red sail, symbolizing both the strength of the brand through color theory, evoking power, strength, and boldness. The "filewave" wordmark is used as a pillar to support the sail as the driving force behind how the company empowers others to do great things. The logo is a strong, steadfast brand image with accents striking airs of authority, such as:

• The Distinguished Red Sail: The red sail is the foremost brandmark and is identified as the primary striking force behind the brand presence. It is designed to evoke feelings of strength and forward momentum. 
• Emboldened wordmark: The wordmark is a dark blue, italicized wordmark that shows forward momentum propelled by the sail. This propulsion identifies and signifies a consistent movement and a "steady hand" in helping customers navigate their way through the future.

For primary logo standard size and resolution, please refer to Figure 1 below.

Primary Logo Integrity

A logo is the brand simply summed up into one tiny, neat little package. Therefore, the logo must always be perfectly legible and without obstructions . For this reason, we ask that the brand maintain a minimum area of breathing room around the logo that allows it to breathe and shine. The FileWave logo and all its variations must have the clear space that is specified on this page at all times.

You may notice there will be specific hanglines, both vertical and horizontal, on which both logo variations sit. This rule must be maintained, as it best suits the design of these logos. Also, be sure to notice the minimum sizes outlined on this page. We ask that these sizes be strictly adhered to and only used when absolutely necessary.

For primary logo and logotype minimum size and resolution, please refer to Figures 2, 3, 4, and 5.

Secondary Logos

Occasionally, secondary logos may exist for products, events, or other material that may be deemed fit based on the region. In most, if not all cases, hanglines will be defined as primary and secondary solution suites. 

At present, only the following elements are authorized for use: 

• FileWave Alliance [Figure 4]
• FileWave Foundry [Figure 5]
• FileWave for Business [Figure 6]
• FileWave for Government [Figure 7]
• FileWave for Education [Figure 8]
• FileWave Recruiting (HR Use Only) [Figure 9]
• FileWave Booster
• FileWave Fileset
• FileWave Duplicator*

Unacceptable Brand Use

Our logo is very important to us, and we have spent time and effort carefully crafting it to be a perfect embodiment of our brand. We ask that designers and users respect the thought and craftsmanship put into the logo by keeping it in its purest form and within the rules specified in this guide.

Be wary when using the logo not to alter, tweak, mutilate, or take any personal creative freedom that breaks the specific rules outlined in this guide. The following are a few examples of practices that would violate the logo and ultimate the FileWave brand.

For examples of unacceptable logo use, please refer to Figure 9 below.

Acceptable Brand Use

Our logo is very important to us, and we have spent time and effort carefully crafting it to be a perfect embodiment of our brand. We ask that designers and users respect the thought and craftsmanship put into the logo by keeping it in its purest form and within the rules specified in this guide.

Here are some examples of ways that you may use the FileWave logo.

Monochromatic Use - There may be times where a monochromatic use is acceptable for the FileWave logo. 

To review the only acceptable use case for changing the brand identity for monochromatic needs, please refer to Figure 10 below.

Reverse Background Use - There may be times where a reverse background use is acceptable for the FileWave logo.

It must be on a background darker than the FileWave logo and may only be used in the following manners as indicated in Figure 11 below.

Using Our Colors

Colors play an integral role in communicating the brand and keep a consistent visual presence across all channels. As a result, FileWave requires all of the following colors to be used in two formats: primary and secondary. All materials produced, globally, must utilize these colors to the exact specification. 

FileWave Red or Pantone® 186C should be the primary color utilized in all FileWave communications. 

FileWave Navy or Pantone® 2965 should be the secondary primary color utilized in all FileWave communications. 

Both are available for your use at any time as it results in communicating the brand's image. You may consistently use these colors as it directly corresponds to materials created and used for the standardization of the brand and its assets.

Using FileWave Red

Red is the most important color in our palette; it’s critical that we get it right. The official FileWave Red is PMS 186-C. That is the color you should specify with any vendors if you are producing merchandise, promotional, or specialty items.

However, almost all communications from FileWave are printed using the four-color (CMYK) process, which cannot accurately produce PMS 186-C. Therefore, you should use the C-13, M-100, Y-90, K-3 CMYK breakdown when printing. If a printer requests a PMS color to guarantee a match for a four-color print job, you should specify PMS 186-C not the CMYK, RGB, or Hexadecimal code.

For RGB palettes, use R-205, G-32, B-48. 

For the web, use the hexadecimal code #CD2030.

Primary Palette

To keep FileWaves’s brand reputation strong, today it’s more important than ever to make our core colors well known and consistent. These colors are the ones that truly represent our company. Gradients are permitted by the color standard, as well as tones. 

To view our primary color palette, please refer to Figure 1 below.

Secondary Palette

Because FileWaves’s branding appears in thousands of different places, one color palette simply isn’t enough to work in all circumstances. As our brand marketing needs grow more complex with numerous projects, we’ll inevitably need to use more than just our primary colors.

FileWave Dark Red or Pantone® 187C is an acceptable alternative form of the FileWave red, but should never replace it in the primary brandmark. You may utilize this in CMYK format as: C-24 M-100 Y-87 K-15. Alternatively, you may use the hexadecimal code for web as #AA1E2E. 

FileWave Goldenrod or Pantone® 157-C is an acceptable color use for secondary accents only. You should never replace it in the primary brandmark. You may utilize this in CMYK format as: C-5 M-41 Y-83 K-0. Alternatively, you may use the hexadecimal code for web as #EEA146. 

FileWave Yellow or Pantone® 155-C is an acceptable color use for secondary accents only. You should never replace it in the primary brandmark. You may utilize this in CMYK format as: C-4, M-21, Y-53, K-0. Alternatively, you may use the hexadecimal code for web as #F3CA87. 

FileWave Aquamarine or Pantone® 7465-C is an acceptable color use for secondary accents only. You should never replace it in the primary brandmark. You may utilize this in CMYK format as: C-66, M-0, Y-41, K-0. Alternatively, you may use the hexadecimal code for web as #468FAB. 

FileWave Blue or Pantone® 634-C  is an acceptable color use for secondary accents only. You should never replace it in the primary brandmark. You may utilize this in CMYK  format as C-66, M-0, Y-41, K-0. Alternatively, you may use the hexadecimal code for web as #00558B. 

To view our secondary color palettes, please refer to Figure 2 below.

Tertiary Palette (Gradient Swatches Only)

For social media and other areas where there is not enough diversity in content operations as it relates to both the primary and secondary color palettes, gradient swatches have been introduced in order to provide depth to the brand. The following are permitted for use by Global Brand Standards:

Tertiary Palette Use Guidelines: 

The following restrictions are in place when using approved gradient swatches: 

1. Do not use them to obfuscate, hide, or otherwise takeaway from the FileWave logo.
2. The gradient must be used over the top of another image, such as a stock photography image, using at least 80% transparency as a filter. (Overlay)
3. Do not use them in the logo's design or any other brandmark material. 
4. These may only be used as headers. 
5. These may not be used in PowerPoint presentations without the express authorization of the Global Head of Marketing or Chairwoman of the Board of Directors.

To request permission to utilize the brand except as outlined by the standards, please use the form below and send to [email protected]:

FileWave uses personas to determine the proper audience for our products and services. Our adherence to using these personas helps define marketing and sales practices across the board.

SMB Targeted Profiles

For FileWave, an SMB is a pre-seed, seed, series A, B, or C funded entity with more than 250 devices for management. The targeted funding amount is > $10m USD. An SMB can additionally be an existing company with a revenue of over $3m and strategic investment in information technology infrastructures. 

Types of SMB verticals FileWave would appeal to are: 

• Construction (Residential & Commercial)
• Retail
• Property Management
• Field Services Organizations
• Non-Profits with Large Device Footprints
• Hospitality

The targeted personas are as follows: 

• IT Director/IT Manager
• IT Operations Director/Manager
• Chief Executive Officer / Head of Growth
• Chief Operating Officer / Head of Operations
• Chief Financial Officer / Head of Finance
• Chief Information/Innovation Officer/Technology Officer / Head of Technology/Product

IT Director/Manager

Demographics: 94% Male | Average Age: 55 years | Salary Range: $100k-$250k

Personality Traits:

• Technology background (49% hold a degree in information technology)
• Solution- and results-oriented
• Early adopter mindset

Buzzwords: 

• Digital transformation
• Cloud-based
• New age management 

Responsibilities: 

• Management of complex IT environments
• Uncovering business value and IT strategy for both money savings and efficiency
• Rapidly iterating to get business into a mobile workforce adoption plan

Drivers (What motivates their decisions?):

• Technology trends (especially in cybersecurity and artificial intelligence)
• Optimizing existing processes/systems to achieve targeted business goals
• Working to ensure that inventory is in alignment and tracked properly

Pain Points (What challenges keep them up at night?):

• Implementing a new technology
• Managing IT on a scale larger than what they are accustomed to
• Partnering with other departments/functions outside of IT that may not understand the complexities

Value Propositions (What is FileWave bringing to the table?):

• FileWave will help workforce integrate new technologies into reformed processes as a result of rapid workforce enablement more efficiently and effectively
• FileWave makes endpoint management more cost-efficient, simple, and consistent across the organization, giving IT the critical wins it needs
• FileWave provides customizable solutions for any organizational size, cross-platform

Key Messages (How to convey FileWave's value): 

• Case studies/testimonials (social proof) highlighting the success of FileWave in like environments
• Emphasize solution flexibility and configurability to satisfy the biggest challenges
• FileWave's experience over the last 30 years in endpoint management brings the expertise to the table that no other product has

Introduction to Editorial Standards

Editorial standards are important for any brand to maintain and drive uniformity across the organization. At FileWave, we use editorial standards to ensure that our global brand stays the same and we do not confuse our customers. As part of the editorial standards, we include things like: typography use, language, dictionaries and preferred style and tone, visual identity systems, and press boilerplates.

Table of Contents

• §3.1 — Brand Typography
• §3.2 — Brand Language & Editorial Standards
• §3.3 — Brand Visual Identity Systems
• §3.4 — Boilerplates (English)
• §3.5 — Textbausteine (Deutsch)
• §3.6 — Expressions Standards (Français)
• §3.7 — Email Signatures

Typefaces

Communications from FileWave are most effective when the words are consistent in both content and appearance. The font families below were carefully chosen to reflect FileWave's brand identity.

Standard External Type

For all marketing materials and customer-facing FileWave branded content, our official standard font is IBM Flex Sans. An acceptable substitute is Arial. You may alternatively use Verdana for email communications. 

Standard Internal Type

For all internal process documentation, procedures, internal documents, statements of work, discussion documents, etc., our official standard font is Arial. Both of these typefaces come standard on all computers within the company. An acceptable substitute is Helvetica or Helvetica Neue.

Standard Email Type

For all marketing and customer-facing emails, our official standard font is Arial. Both of these typefaces come standard on all computers within the company. An acceptable substitute is Helvetica or Helvetica Neue. 

Acceptable Typefaces for Japanese

For all marketing, the use of Noto Sans JP should be the only typeface used for Japanese facing markets. No other derivatives will be accepted.

日本語で使用できる書体

すべてのマーケティングにおいて、Noto Sans JPの使用が、日本向け市場で使用される唯一の書体である必要があります。 他のデリバティブは受け入れられません。

Acceptable Typefaces for Mandarin/Cantonese

For all marketing, the use of ZCOOL KuaiLe should be the only typeface used for Japanese facing markets. No other derivatives will be accepted. Numbers in this typeface are prohibited from use. Standardize to Barlow when necessary. 

普通话/广东话可接受的字体

对于所有营销，ZCOOL KuaiLe的使用应该是面向日本市场的唯一字体。 不接受其他衍生工具。 禁止使用此字体中的数字。 必要时标准化为Barlow。

Our language represents the company across all platforms and audiences at all hours. So, it’s important it accurately reflect FileWave's personality and values. Being consistent with our language strengthens brand identity and breeds industry credibility. It also allows readers to identify our brand even without logos, colors, or other visual elements.

Editorial Standards

As important as our words are for telling our stories, it is critical that we get them right.

The purpose of these standards is to advise writers and editors on good editorial judgment and decision-making to ensure consistency in our words across FileWave's communications. They're not intended to apply to any other type of writing, including but not limited to research papers, analyst perspectives, market reports, etc.

As issues arise in your copy editing, check this guide first for FileWave-approved styling, including information on how to refer to FileWave. If the issue isn't covered here, consult the following guides based on the type of communication.

Associated Press Stylebook

(ENGLISH ONLY/NUR ENGLISCH/SEULEMENT ANGLAIS)

For U.S.-focused FileWave publications and websites, refer to the most recent edition of the Associated Press Stylebook. This standard applies to news releases, media advisories, and other communications sent directly to domestic news media professionals.

The Economist Style Guide

(INTERNATIONAL/INTERNATIONALE)

For global FileWave publications and websites, refer to the most recent edition of The Economist Style Guide. This standard applies to news releases, media advisories, and other communications sent directly to international news media professionals.

Dictionaries/Wörterbucher/Dictionnaires

For deciding spelling, terms, etc., FileWave requires the use of the following dictionaries:

For North America-based marketing materials, press releases, or other collateral, please use Webster's Third New International Dictionary of the English Language, unabridged, Merriam-Webster, Springfield, Mass.

For EU-based and APJ-based marketing materials, press releases, or other collateral, please use The British Broadcasting Corporation's Style Guide for 2019.

Für deutschsprachiges Marketingmaterial, Pressemitteilungen oder andere Drucksachen verwenden Sie bitte die neueste Version der Langenscheidt-Grammatikbücher und Wörterbücher.

Pour les supports marketing, communiqués de presse ou autres supports imprimés francophones, veuillez utiliser la dernière version des livres et dictionnaires de Larousse. Pour les support marketing, communiqués de presse ou autres supports imprimés québécoises, veuillez utiliser la dernière version des livres et dictionnaires de Collins Canadian French.

Organization Names/Titles

For organization-specific naming and title conventions that aren't included in the guidelines mentioned above, please defer to the organization's preferred spelling and capitalization of choice. For example:

Acceptable: Salesforce

Unacceptable: SalesForce, Sales Force, and Sales force

Visual Identity System for FileWave Corporate

FileWave is the communicative name for FileWave. All communications originating from FileWave should use the communicative name. At no point should any explanation of FileWave be provided that is contrary to simply using the FileWave name as displayed.

FileWave should never be referred to as filewave, filewave, Filewave, or fileWave. It should always be stylized, across all material as FileWave.

The company's full name (FileWave International Holding AG) should never be used and is exclusively reserved for formal documents, legal contracts, some mailing addresses, and form entries. The full name is used in company policies and other documents which are not governed by the Visual Identity System. 

In the United States, the company's full name (FileWave USA, Inc.) should never be used and is exclusively reserved for formal documents, legal contracts, some mailing addresses, and form entries. The full name is used in company policies and other documents which are not governed by the Visual Identity System. 

In the European Union, the company's full name (FileWave Europe GmbH) should never be used and is exclusively reserved for formal documents, legal contracts, some mailing addresses, and form entries. The full name is used in company policies and other documents which are not governed by the Visual Identity System. 

In the APJ-region, the company's full name (FileWave Singapore Pte. Ltd.) should never be used and is exclusively reserved for formal documents, legal contracts, some mailing addresses, and form entries. The full name is used in company policies and other documents which are not governed by the Visual Identity System. 

In text, the name FileWave is holistic and should be capitalized using the proper case at all time. If you have questions about how the name FileWave should be written, please refer your request to FileWave's Global Marketing Team at [email protected]. 

Visual Identity System for FileWave Secondary Product Names and Other Such Conventions

FileWave has many other uses of its name that are used in conjunction with the primary brand name. They are as follows:

• FileWave Alliance
• FileWave Foundry
• FileWave for Business
• FileWave for Government
• FileWave for Education 
• FileWave Booster
• FileWave Fileset
• FileWave Duplicator*

For German markets, the following are acceptable:

• FileWave Alliance
• FileWave Foundry
• FileWave für Unternehmen/Firmen
• FileWave für Öffentliche Verwaltung
• FileWave für Bildungswesen
• FileWave Booster
• FileWave Fileset-Technologie
• FileWave Duplicator*

For French markets, the following are acceptable:

• FileWave Alliance
• FileWave Foundry
• FileWave pour les sociétés
• FileWave pour le gouvernement
• FileWave pour l'éducation
• FileWave Booster
• FileWave Fileset
• FileWave Duplicator*

For Mandarin markets, the following are acceptable: 

• FileWave Alliance
• FileWave 软件使用培训 (Foundry)
• FileWave 教育用
• FileWave 为教育
• FileWave 用于教育
• FileWave Booster
• FileWave Fileset
• FileWave Duplicator*

For the Japanese market, the following are acceptable: 

• FileWave Alliance
• FileWave システム使用トレーニング (Foundry)
• FileWave 仕事のために
• FileWave 政府のために
• FileWave 教育のために
• FileWave Booster
• FileWave Fileset
• FileWave Duplicator*

At no time should any solution type or sub-brand be referred to as a truncated version of its name without the FileWave name, nor without the specialized signature of each solution type or sub-brand (meaning a solution type or sub-brand should never standalone or be abbreviated).

Visual Identity System for FileWave Offices

FileWave is a global company and as such has offices across the globe. The visual identity for each of these offices is as follows:

• FileWave Europe (Wil, Switzerland and Düsseldorf, Germany)
• FileWave Americas (Indianapolis, United States)
• FileWave Asia-Pacific (Singapore)

Other offices, that are not stylized but under specific regions are as follows: 

• FileWave Philippines (Manila, PH)
• FileWave Bosnia and Herzegovina (Sarajevo, BH)

If, and when, other offices open, these monikers will remain the same to identify campus signatures. At no time should an office be referred to by its city name unless used internally. All press releases, communications and other elements will come directly from FileWave Americas, FileWave Europe, and FileWave Asia-Pacific.

Note: If you are in sales or another organization that is customer facing, please only use the name FileWave in your emails and other documentation to refrain from brand fragmentation.

There is one authorized boilerplate for use by FileWave. Boilerplates should only be used in press releases, reports and other media that is necessary to provide an “about” section to a document.

Since 1992, FileWave provides enterprise, education, and government institutions around the world with multi-platform endpoint management software to assist IT teams throughout the entire lifecycle process of imaging, deployment, management, and maintenance. FileWave's all-in-one, highly scalable solution solves the many challenges of managing a diverse and growing population of users, devices, and content by ensuring organizations have a comprehensive solution that supports both desktop and mobile devices across macOS, iOS, Windows, Chrome OS, and Android. To learn more, visit https://www.filewave.com.

Textbausteine (Deutsch)

Es gibt eine autorisierte Textbausteine zur Verwendung durch FileWave. Die Textbausteine sollten nur in Pressemitteilungen, Berichten und anderen Medien verwendet werden, die erforderlich sind, um einem Dokument einen Abschnitt "Über" bereitzustellen.

Seit 1992 bietet FileWave Unternehmen, Bildungseinrichtungen und Regierungsinstitutionen auf der ganzen Welt plattformübergreifende Endpunktverwaltungssoftware, um IT-Teams während des gesamten Lebenszyklusprozesses von Imaging, Bereitstellung, Verwaltung und Wartung zu unterstützen. Die hoch skalierbare All-in-One-Lösung von FileWave löst die zahlreichen Herausforderungen bei der Verwaltung einer vielfältigen und wachsenden Anzahl von Benutzern, Geräten und Inhalten, indem sichergestellt wird, dass Unternehmen über eine umfassende Lösung verfügen, die sowohl Desktop- als auch Mobilgeräte unter MacOS, iOS, Windows und Chrome unterstützt Betriebssystem und Android. Weitere Informationen erhalten Sie unter https://www.filewave.eu.

Les expressions standards (Français)

FileWave dispose un expression standard autorisées. Les expressions standards ne doivent être utilisées que dans les communiqués de presse, rapports et autres supports nécessaires pour fournir une section «à propos» d'un document.

Depuis 1992, FileWave fournit aux entreprises, aux établissements d'enseignement et aux institutions gouvernementales du monde entier un logiciel de gestion des terminaux multiplateforme pour aider les équipes informatiques tout au long du processus de cycle de vie de l'imagerie, du déploiement, de la gestion et de la maintenance. La solution tout-en-un hautement évolutive de FileWave résout les nombreux défis liés à la gestion d'une population diversifiée et croissante d'utilisateurs, d'appareils et de contenu en garantissant aux organisations une solution complète prenant en charge les appareils de bureau et mobiles sur macOS, iOS, Windows, Chrome OS et Android. Pour en savoir plus, visitez https://www.filewave.com.

All FileWave employees should be using the standard email signature as prescribed by this guide. This email signature is meant to standardize our presence via not only email, but also to help expand our brand awareness through every contact we make.

Signatures are an integral part of the internal and external marketing process. They help our internal and external clients learn about other elements of our brand, and the necessity for keeping the brand standardized across the world.

Using standardized signatures is a key component of making sure that the external appearance of the brand matches across the board. This includes websites, business cards, and so much more. Below are the examples of acceptable signatures.

FileWave Email Signatures

Email signatures should be standardized across the company. All persons who work for FileWave, should, at minimum, be using the template in Figure 1. This template will allow us to remain focused on the identity of the brand and consistency across the board.

When utilizing an email signature, the following information must be clearly identified: 

1. Your Name
2. Your Title
3. FileWave's Corporate Name (stylized appropriately, please see Brand Visual Identity Systems for more information on regional specifics)
4. Your Phone Number
5. Your Email Address
6. FileWave's Primary Web Address
7. Your Social Profiles, if necessary

You do not have to use a photo of yourself, but you must replace it with the FileWave logo.

FileWave, on occasion, may use product naming conventions to refer to a new release or a feature set that has not been previously identified. These product naming conventions are expected to be adhered to and remain unchanged. 

This standard does not direct product codenames. It only directs public release names. 

FileWave Versions

Every subsequent version of FileWave shall be referred to as its official version name. For instance, you will see FileWave v13. This is considered the primary naming convention for each new version that releases. 

FileWave Versions with Appended Names

For marketing purposes, some versions of FileWave will correspond with an additional name. Below is an example of how this works: 

• FileWave v14 Matterhorn
  • In this example, FileWave is used as a the primary name of the software;
  • v14 is used as the version number or indicator;
  • Matterhorn is the marketing name attached to this version. 

Licenses Held

FileWave holds an irrevocable license to the use of the word Matterhorn from the Einwohnergemeinde Zermatt in Switzerland. This use is to be used only to refer to v14 and no other versions of FileWave. 

One-Page Company Description

The end user device industry is constantly growing and changing - making it nearly impossible for the average organization to manage its endpoints easily and effectively.

For nearly 30 years, we’ve helped organizations streamline their unified endpoint management and mobile device management practices by using our FileWave software to simplify, automate, and future-proof their endpoint environments. 

Our commitments to innovative solutions, empowering professionals, and overall excellence shapes the future of our industry to deliver superior organizational results daily. As the global leader in multi-platform device management, we deliver the analytics, functionality, expertise, resource, and community organizations depend on to safely manage their digital transformations.

We know what works and how organizations can improve their device management practices to transform technology environments into key assets that drive efficiency, productivity, and positive outcomes across industries.

Our FileWave software helps businesses of all sizes, educational institutions, government offices, and other organizations safely and easily manage their devices to maintain and secure their end users’ work devices. In doing so, our customers reduce operational costs, improve worker and student productivity, and drive efficiency. 

One-Paragraph Company Description

Our FileWave software helps businesses of all sizes, educational institutions, government offices, and other organizations safely and easily manage their devices to maintain and secure their end users’ work devices. In doing so, our customers reduce operational costs, improve worker and student productivity, and drive efficiency. 

One-Sentence Company Description

We help organizations streamline their unified endpoint management and mobile device management practices by using our software to simplify, automate, and future-proof their endpoint environments. 

Einseitige Firmenbeschreibung

Die Endbenutzergeräteindustrie wächst und verändert sich ständig, sodass es für ein durchschnittliches Unternehmen nahezu unmöglich ist, seine Endpunkte einfach und effektiv zu verwalten.

Seit fast 30 Jahren unterstützen wir Unternehmen bei der Optimierung ihrer einheitlichen Endpunktverwaltung und der Verwaltung mobiler Geräte, indem wir unsere FileWave-Software verwenden, um ihre Endpunktumgebungen zu vereinfachen, zu automatisieren und zukunftssicher zu machen.

Unser Engagement für innovative Lösungen, die Befähigung von Fachleuten und die hervorragende Gesamtqualität prägen die Zukunft unserer Branche, um täglich überlegene organisatorische Ergebnisse zu erzielen. Als weltweit führender Anbieter von plattformübergreifendem Gerätemanagement bieten wir Analysen, Funktionen, Fachwissen, Ressourcen und Community-Organisationen, um ihre digitalen Transformationen sicher zu verwalten.

Wir wissen, was funktioniert und wie Unternehmen ihre Geräteverwaltungspraktiken verbessern können, um Technologieumgebungen in wichtige Ressourcen umzuwandeln, die die Effizienz, Produktivität und positive Ergebnisse in allen Branchen steigern.

Unsere FileWave-Software hilft Unternehmen jeder Größe, Bildungseinrichtungen, Regierungsstellen und anderen Organisationen, ihre Geräte sicher und einfach zu verwalten, um die Arbeitsgeräte ihrer Endbenutzer zu warten und zu sichern. Auf diese Weise senken unsere Kunden die Betriebskosten, verbessern die Produktivität von Arbeitnehmern und Schülern und steigern die Effizienz.

Kurze Firmenbeschreibung

Unsere FileWave-Software hilft Unternehmen jeder Größe, Bildungseinrichtungen, Regierungsstellen und anderen Organisationen, ihre Geräte sicher und einfach zu verwalten, um die Arbeitsgeräte ihrer Endbenutzer zu warten und zu sichern. Auf diese Weise senken unsere Kunden die Betriebskosten, verbessern die Produktivität von Arbeitnehmern und Schülern und steigern die Effizienz.

Kürzeste Firmenbeschreibung

Wir unterstützen Unternehmen bei der Optimierung ihrer einheitlichen Endpunktverwaltung und der Verwaltung mobiler Geräte, indem wir unsere Software verwenden, um ihre Endpunktumgebungen zu vereinfachen, zu automatisieren und zukunftssicher zu machen.