Definition of individual font weights and basic font sizes

The values in the table are defined as default settings. For individual font sizes please take a closer look in the respective sub-chapters of the "Design Principles.“

font text emphases font line height text alignment
Online
Headline 1 Open Sans Light Open Sans Extrabold 45 px 130% left-aligned or centered
Headline 2 Open Sans Light Open Sans Bold 40 px 130% left-aligned or centered
Headline 3 Open Sans Light Open Sans Bold 38 px 120% left-aligned or centered
Headline 4 Open Sans Light Open Sans Bold 32 px 120% left-aligned or centered
Headline 5 Open Sans Light Open Sans Bold 28 px 120% left-aligned or centered
Headline 6 Open Sans Light Open Sans Bold 24 px 120% left-aligned or centered
Intro Open Sans Light Open Sans Bold 18 px 120% left-aligned or centered
Copy Open Sans Light Open Sans Bold 14 px 130% left-aligned
Caption Open Sans Light Open Sans Bold 12 px 130% left-aligned or centered
Quote Open Sans Light Open Sans Bold variable 130% left-aligned or centered
Offline*
Headline Open Sans Light Open Sans Bold variable 130% left-aligned or centered
Subline Open Sans Light Open Sans Bold variable 130% left-aligned or centered
Intro Open Sans Light Open Sans Bold 18 px 120% left-aligned
Copy Open Sans Light Open Sans Bold 8,5 px 110% left-aligned
Caption Open Sans Light Open Sans Bold 6 px 110% left-aligned or centered
Quote Open Sans Light Open Sans Bold variable 120% left-aligned or centered

* These specifications relate to page sizes up to U.S. letter or DIN A4, see also chapter "Design Principles.“

The typographical
Fallback Chain

If Open Sans is technically not possible, the fallback chain provides an exact definition of what substitute fonts are to be used and in what sequence (from left to right).

@charset "UTF-8";
/* CSS Document */

@import url(http://fonts.googleapis.com/css?family=Open+Sans:400,300,600,700,800);

body{ font-family: 'Open Sans', Helvetica Neue, Arial, sans-serif;
Default setting
Open Sans
1st substitute
Helvetica
2st substitute
Arial
3st substitute
Sans Serif
Open Sans Light Helvetica Light/Regular Arial Regular Sans Serif
Open Sans Light Italic Helvetica Light/ Regular Italic Arial Regular Italic Sans Serif Italic
Open Sans Regular Helvetica Regular Arial Regular Sans Serif
Open Sans Regular Italic Helvetica Regular Italic Arial Regular Italic Sans Serif
Open Sans Italic Helvetica Italic Arial Regular Italic Sans Serif Italic
Open Sans Bold Helvetica Bold Arial Regular Bold Sans Serif Bold
Open Sans Bold Italic Helvetica Bold Italic Arial Regular Bold Italic Sans Serif Bold Italic
Open Sans Extrabold Helvetica Bold Arial Regular Bold Sans Serif Bold

Communicate the big picture: keep it simple

A company’s image is primarily influenced by how people visualize it for themselves. Identifying with a company and its products requires a consistent and approachable image. This is as important in communication as the words people use to describe the company.

To cover the needs of our brand communications, we have created unique visuals to quickly identify and transport who we are, the value we deliver and the products we offer.

Photocons

An OX Photocon helps to take a larger thought and communicate it not in typed-out words, rather in a compelling image. They are symbols that can convey a variety of elements within the OX narrative: be it a problem to be solved, a solution OX uniquely delivers, or the shared success we provide to partners.

  • they support several messages

  • they can be used for various topics in a certain theme unit

  • they are always combined with a story (headline and copy)

  • they are simple symbols, not complex

  • they are always isolated and with a light drop shadow at the bottom in order to stand stable on the background

  • they can be used on every OX background

  • they are always real objects, no illustrations

As Photocons have many applications and meaning, text carries the following weight, playing an important role in shaping the context of a visual message when using an OX Photocon properly.

Tip: If you need high-res files, please contact
marketing-services@open-xchange.com

Don'ts

OX Photocons help to illustrate a key message. They are symbols for various statements, as simple as possible and easy to understand in order to give someone a strong first impression, provocative and to the point.

By adhering to a few basic guidelines, everyone can actively contribute to make the OX brand even stronger and truly distinct. Thank you.

Tip: Not sure whether an image is suitable as OX Photocon? Send it to us and we'll let you know.
marketing-services@open-xchange.com

No cropped images, only complete objects (Exception: images in the bleed by the media format)

No unrealistic drop shadows



Never without drop shadow, except objects in motion or animated

No illustrations, photo-realistic objects only

Product Key Visuals

OX Product Key Visuals are the most important images in the communication of our brand. The development of each of these images belongs to the champions league of visualization. They are much more precise and focused on a single topic than the way OX Photocons are used. They are tightly connected with a specific theme or even a single headline in order to own a particular topic focused on OX products towards a target market.

  • they illustrate one unique benefit

  • they always come with a specific headline

  • they illustrate just one topic and should not be used for others

  • they are simple symbols, not complex

  • they are always isolated and with a light drop shadow at the bottom, standing prominent against the background

  • they can be used on every OX background

  • they are always real objects, no illustrations

  • they are developed upon request, internally from Sales and Product teams to OX Marketing team

Percentages of information brokering between image and text if using OX Key Visuals.

Tip: If you need high-res files, please contact
marketing-services@open-xchange.com

Don'ts

For OX Key Visuals of course, the same Don’ts apply as defined under the “OX Photocons Don’ts."

Click here to get there for a closer look (page will scroll automatically to the chapter “OX Photocons – Don’ts“).

Beauty Shots

OX Beauty Shots consist of an OX product screenshot set in context or setting (i.e.: in a series of devices to reinforce multi-form-factor and responsive design). These images are used for two different purposes: to be accompanies with a press release or similar public relations posting, as well as more technical driven, sales-support communications.

An OX Beauty Shot is specific to the screenshot of the product it is displaying, i.e. to the right: "OX App Suite™" and more specific: "OX Portal."

  • they are the main identity visual of OX products; every beauty shot belongs to only one specific product (if the screen shows the portal of OX App Suite™ it should not be used for OX Text)

  • they are always isolated and with a light drop shadow at the bottom, standing prominent against the background

  • they can be used on every OX background

  • they are always photo-realistic devices, no illustrations

  • they are developed upon request, internally from Sales and Product teams to OX Marketing team

Screenshots

OX Screenshots are very similar to OX Beauty Shots. They play equally an important role in putting OX at the center of the conversation. But in contrast to the OX Beauty Shots, there are always single devices in a frontal view instead of a group of devices. Never in a perspective view, because the frontal view focuses an OX product much better, thus driving home the product's value effectively.

An OX Screenshot best accompanies and supports technical documentation and product driven communications.

  • they transport our products on various devices

  • they are always isolated and with a light drop shadow at the bottom, standing prominent against the background

  • they appear as single devices only (no groups of devices like the OX Beauty Shots)

  • they are only permitted in a front view (perspective views are reserved for OX Beauty Shots)

  • they can be used on every OX background

  • they are always photo-realistic devices, no illustrations

  • they are developed upon request, internally from Sales and Product teams to OX Marketing team

Do‘s & Don‘ts

To ensure that OX products are perceived correctly, the OX visual language gives clear guidance that there must always be a recognizable device along with each screenshot (i.e. no "floating screenshots")

By adhering to a few basic guidelines, everyone can actively contribute to make the OX brand even stronger and truly distinct. Thank you.

Tip: Not sure whether an image is suitable as OX Screenshot? Send it to us and we'll let you know.
marketing-services@open-xchange.com

details or enlarged views of screenshots are allowed, if displayed in a circular shape (to illustrate a text or added to a OX Screenshot to visualize a specific detail)

Please note: All circular trimmed pictures in the original PPT template are equipped with an inwardly directed shadow, in order to ensure that also images with partly white background can be used (see example on the left).

If this shadow should be deleted, you can simply paste it: 1.) Click on tab "formatting image"; 2.) Activate the checkbox ”shadow"; 3.) Choose as style "inside" with the following settings: Bluring = min. 20 pt., distance = 0 pt., transparency = 80%; 4.) Confirm with ”OK"

pure screenshots which are not displayed on a device, are not allowed

no textual additions / explanations on screenshots

Branded screenshots

Note the examples of brandable screenshots. We offer 64 different screenshots (as .png files) that you are free to use and customise on your OX App Suite web pages:

  1. Gold screenshots as typical example
    for a "Hosting Provider"
  2. Green screenshots as typical example
    for a "Cloud Provider"
  3. Grey screenshots as typical example
    for a "Cable Provider"
  4. Red screenshots as typical example
    for a "Telco Provider"

Choose your color
Branded screenshots (.zip)

Tip: You are able to download png files only. If you need PSD files of these screenshots to pass them to your client partner, please contact:
marketing-services@open-xchange.com. And if you need the screenshots in another color, please contact us as well.

Address Book

Calendar

Drive

Diagrams

Sometimes there is a real need to illustrate the features or technical aspects of a product or service. For this purpose, an OX Diagram is required.

An OX Diagram displays the inner workings of a product, a process or an architecture in a way that simplifies the message and benefits.

Please contact marketing-services@open-xchange.com for assistance.

  • they are two-dimensionally and graphically reduces

  • they use technical line drawings instead of realistic three-dimensional objects like they are used in the OX Infographics

  • they renounce text, in order to be understood internationally

  • they also use the defined colors from the OX color palette only, notably the OX blue palette and the shades of gray, including all gradients

  • they can be used on every OX background

  • they are developed upon request internally from Sales and Product teams to OX Marketing team

Tip: If you need high-res files, please contact
marketing-services@open-xchange.com

On principle: well thought out design principles are the best tools for building a brand

A core design principle of the OX identity is based on an omnipresent blue area with a flexible spotlight that places an emphasis on all OX messages and visual elements. In this area individual design elements can be placed. This principle is applied to all marketing materials, sales tools and most collaterals, as well as on main online deliverables. The following guidelines provide designers to understand the importance of how the OX blue background can be implemented across a variety of formats.

Proportions of Blue

As described in the chapter “True blue!," the usage of blue plays a decisive role in making OX recognizable and strong. To ensure that OX is recognized from afar, each document starts with an amount of blue.

No matter what kind of document, advertising material or media it is. Without exception. No worries. 2/8 coverage of OX blue is enough to make it an OX title page. For example: 2/8 of a poster in OX Blue suffices to make it an OX poster. But this is the absolute minimum with each additional millimeter lending itself to more identity to the OX brand. The OX logo basically appears in negative white on blue and always on the right side of a media (with the exception of the website).

Example 3:4

It doesn't matter if this principle will be applied on portrait or landscape format. It's always a 8x8 grid that divides the format in equal sections. You can decide which part of your layout gets blue, provided that the blue area is cropped on at least three sides, not placed on the left side and covers minimum 2/8 of the layout.

Typical use of the 3:4 format (DIN or U.S. formats):

• Brochures
• Posters
• Postcards
• Entry cards
• Advertisements
• Billboards


Min. 2/8

3/8

4/8

5/8

6/8

7/8

8/8

X

X

X

4/8

3/8

Min. 2/8

Min. 2/8

3/8

4/8

5/8

6/8

7/8

8/8

X

X

X

4/8

3/8

Min. 2/8

Example layouts
in 3:4 portrait format

Below you can see how different layouts can be created based on the design principles described above. Just click on one of the three provided layout thumbnails to discover the various possibilities. The used design elements in the corresponding layout will be highlighted beside it.

8/8

7/8

6/8

5/8

4/8

3/8

Min.: 2/8

1/8

Example 1:2

The design principles work as well for this format. The same rules are valid as described above.

Typical use of the 1:2 format:

• Flyers
• Roll-Ups
• Banners
• Flags

Min. 2/8

3/8

4/8

5/8

6/8

7/8

8/8

X

X

X

4/8

3/8

Min. 2/8

Example layouts
in 1:2 portrait format

Below you can see how different layouts can be created based on the design principles described above. Just click on one of the three provided layout thumbnails to discover the various possibilities. The used design elements in the corresponding layout will be highlighted beside it.

8/8

7/8

6/8

5/8

4/8

3/8

Min.: 2/8

1/8

Example 16:9

The design principles work as well for this format. The same rules are valid as described above.

Typical use of the 16:9 format:

• Video/TV
• PowerPoint presentations
• Online media

Min. 2/8

3/8

4/8

5/8

6/8

7/8

8/8

X

X

X

4/8

3/8

Min. 2/8

Example layouts
in 16:9 portrait format

Below you can see how different layouts can be created based on the design principles described above. Just click on one of the three provided layout thumbnails to discover the various possibilities. The used design elements in the corresponding layout will be highlighted beside it.

8/8

7/8

6/8

5/8

4/8

3/8

Min.: 2/8

1/8

How to use full-bleed pictures

Beside the usage of isolated pictures, such as OX Key Visuals, OX Beauty Shots etc., note the additional guidelines for using images. Full-bleed images are a very usual format without any recognition value for our brand. But sometimes there is the need to use a full-bleed picture. In order to maintain and distinguish the OX brand as much as possible in our brand communication, the open-ended use of full-bleed images requires the following guideline.

Simply follow this rule: A full-bleed picture must be cropped at least on three sides by the media size. If this is not possible, it must be cropped into a circular shape (as previous guideline described).

  • they must be cropped at least on three sides by the media size

  • they can also be cropped into a circular shape and in this case, placed everywhere in the layout

  • there is no limitation for the number of circular shaped pictures on one page

  • through the general rule of cropping an image at least on three sides by the media format, a maximum of two full-bleed images per page / double page is possible

How to use: