Brand Guide

Brand Guide

v1—2017

Contents - 3

INTRODUCTION 5

COMPANY 7

Vision 9

Mission 9

Values 9

Beliefs 10

BRAND 11

Brand Story 13

Brand Values 14

Positioning Statement 15

Value Propositions 17

Boilerplate 18

IDENTITY 19

Personality 21

Tone 22

Logo 27

Color palette 28

Fonts 30

Photography Examples 32

Iconography 33

Contents

Introduction - 5

Introduction

Hi Team,

I’m extremely excited to introduce Chartio’s Brand Guide. Our

brand defines who we are across every customer touchpoint and is

essential to the overall Chartio experience. We created this book to

clearly articulate our brand guidelines to both employees as well as

potential partners. Adherence to these guidelines will ensure that

our brand maintains a consistent and unified look, feel and voice -

regardless of where it is displayed. That said, a brand is a living thing

so this book will evolve as we do.

Thank you for taking the time to get to know the various aspects of

the Chartio brand.

Best,

Dave

ICompany

Company - 9

VISION—Inspires what Chartio is about in a future successful state.

JOIN people ON data to increase their potential

MISSION —Informs the day-to-day; Defines our business and approach.

Chartio was built with an innovative spirit and lofty objective:

improve human potential by democratizing access to data and

enhancing everyone’s ability to explore and understand data in

practical and impactful ways.

COMPANY VALUES—Operating principles that guide how we

work together as a team.

1 Respect the challenge

2 Be one (weird) team

3 Own your part and enable others

4 Foster productive conversations

Company - 10

• We believe businesses that make informed decisions are more

likely to succeed.

• We believe informed decisions need to be based on data in a

timely manner.

• We believe everyone within an organization should have the

freedom to explore data and discover answers on their own.

• We believe data and analytics tools should be in the cloud for

optimal flexibility and agility.

• We believe simplicity and power can co-exist in the same product.

• We believe you shouldn’t have to learn a new language to explore

your data.

• We believe you should own your data—always and forever.

• We believe people are inherently capable; data can help them

increase their potential.

BELIEFS

IIBrand

Brand - 13

BRAND STORY

While some may choose to ignore it or wish it away as fad-ish, big

data is here to stay. The rate with which data is growing is truly

staggering; more data has been created in the past two years than

in the entire history of mankind. Given the sheer quantity of data

available and the fact that most companies continue to rely on a

small group of data analysts to run queries and analyses, only 0.5%

of all data is ever analyzed. But, we know that for some organizations,

just a 10% increase in data accessibility will result in more than $65

million in additional net income (source: Forbes). Wow! Just imagine

the potential once we start to democratize data - enabling all people

within an organization to freely explore and analyze data.

This is precisely why we built Chartio. We believe that data shouldn’t

be controlled by a few. Rather, the potential of data becomes

evident when everyone has access to it; exploring and discovering

their own insights. Only then will we be able to elevate the potential

of individuals, organizations, and ultimately, humanity.

With access to the right tools, we believe anyone can be a Data

Hero. Business users in particular know the real context of their

data and therefore the most about what they can do with that data

and should be the ones using it. We are proud that Chartio allows

Chartio has enabled our entire team, from technical to non-technical to explore data without writing a single line of SQL.— Jonathan Cran, VP of Product, Bugcrowd

“”

Brand - 14

non-data scientists to ask questions of the data and find their own

answers, drill down and then drill down some more, discover their

own “a-ha” insights and then triumphantly share their findings with

their colleagues - moving their career and the organization forward.

We believe that the simplest products are often the most

sophisticated and powerful. The Chartio interface is simple and

intuitive, while sitting on an incredible amount of sophistication and

power on the back-end. In fact, its simplicity is fundamental to its

power. We’ve taken care of the complex coding so all the user sees

is an intuitive way to explore data and create charts.

We believe that you should get value from our tool immediately.

That’s why we’ve made it super easy for you to connect your data

sources and create your first visualizations - often within five

minutes.

We believe that your data should be readily accessible and available

and not locked behind a new and complex coding language. We

believe that this creates another barrier to the democratization of

data and the advancement of human potential.

BRAND VALUES—Operating philosophies that describe the

promise of the Chartio brand in front of customers and partners.

1. Know and delight the customer

2. Always be learning

3. Simplicity in all things

Brand - 15

BRAND POSITIONING STATEMENT

Small and medium-sized (25-1,000 employees), cloud-

friendly organizations who value data transparency

and access

Is the most intuitive, yet powerful cloud-based data

exploration solution

Lets you navigate, transform and visualize data (in real-

time) from all your sources

Chartio has built a visual interface that allows anyone

in your organization to easily connect to and query any

data source through either an Interactive (Drag and

Drop) or SQL mode, so there is no need to do any data

modeling or learn a new querying language.

Chartio’s powerful Data Pipeline lets you blend and

transform data from multiple sources with a click of a

button.

Chartio leverages machine learning to help you visualize

your data with precise, beautiful charts and dashboards.

As a result, Chartio has a 20x adoption rate than the

industry average and 80% of users use the product at

least once a day.

It is now easy to become a Data Hero and elevate your

own and your organization’s potential with data

For:

Chartio:

frame of

reference

That:

Because:

reason to

believe

So that:

emotional

benefit

Brand - 16

SUMMARY POSITIONING STATEMENT

For small and medium-sized organizations (25-1,000 employees),

Chartio is the most intuitive, yet powerful cloud-based data

exploration solution that creates Data Heroes, who elevate their

own and their organization’s potential with data-driven decisions.

KEY PRODUCT DIFFERENTIATORS

• Ability for business users to onboard themselves and use the tool

without any reliance on IT.

• Easy connections to multiple disparate data sources and a visual

interface to blend different data, both from data warehouses and

cloud apps.

• No need to have to use SQL or learn a new querying language to

explore data (visual SQL).

• Quick time to insights, with interactive, adhoc data exploration,

without the need for data modeling.

• Agility - enough simplicity for business users, enough power for

technical users.

Brand - 17

VALUE PROPOSITIONS

Business User (Startup CEO/Founder)

I use Chartio because it allows me to easily create a 360-degree view of

my business and get my whole team to focus on what matters most for the

growth and success of my startup. Chartio is easy to set up and maintain

(without IT help), is intuitive enough so that my whole team can use, is

powerful enough to drive my whole business, and has a very attractive

TCO, elevating everyone’s status to Data Hero and making data-driven

decisions to grow my startup in an agile and sustainable manner.

Business User (Marketing Ops, Growth Marketer, Sales Ops,

Product Manager)

I use Chartio because it allows me to easily and intuitively explore

data (without being subject to the data team bottleneck). Chartio

allows me to discover insights and nuggets of information on my

own (without the need to learn or use SQL), elevating my status to

Data Hero and advancing my career and moving my organization

forward.

Technical User (Data Analyst, Data Scientist, Data Engineer)

I use Chartio because it gives me a lot of power to explore data

and drive insights by using advanced features in SQL mode. More

importantly, Chartio’s ease of use allows me to enable my business

teams to explore data, create charts and build dashboards on their

own, thereby giving me back time to focus on more important data

tasks, elevating my status to Data Hero and advancing my career

and moving my organization forward.

Brand - 18

BOILERPLATE

Chartio is on a mission to democratize data across organizations

so that everyone can become a Data Hero. To that end, Chartio has

built the most intuitive yet powerful cloud-based data exploration

tool. Chartio enables business teams to explore, transform and

visualize their data in real-time. Chartio has been named a “High

Performer” Business Intelligence tool by G2 Crowd in both 2016

and 2017, and is currently ranked as the top Self-Service Business

Intelligence software product for usability. We were founded in

2010 in San Francisco. To learn more, visit chartio.com or follow us

on our blog, LinkedIn, Facebook or Twitter.

TAGLINE

Simply Powerful

ONE-LINERS FOR HOMEPAGE

• Powerful Analytics Made Simple

• Cloud-based Data Exploration for All

IIIIdentity

Identity - 20

Identity - 21

PERSONALITY—The way we think, feel, speak, write and behave;

what distinguishes our brand.

The Chartio brand is first and foremost approachable and

accessible. Chartio is for everyone looking to explore data to

better understand their business and ultimately drive more

informed decisions. Our solution is easy-to-use, intuitive and

created with the non-technical business user in mind. Moreover,

Chartio is always available when I need its support – with set-up,

bug fixes, data questions and issues.

Chartio is intelligent and knowledgeable. Chartio offers a fresh,

new-age approach to business intelligence and analytics. It’s

well informed and always learning new things towards becoming

an expert, but also witty and sharp. Everyone interacting with

Chartio learns something new and gets tangible value in trying to

tackle hard problems for themselves or their organizations.

Chartio is modern and forward-looking. Chartio offers a new

technology for Business Intelligence that is modern, agile and

gets people excited about data. Although it is easy to use and

user experience is straightforward, Chartio is not simple, trivial

or buzzwordy.

Chartio is trusted, dependable and reliable. Chartio is protecting

my data and ensuring it is secure and accurate. I trust it implicitly

since I literally run my business off of the Chartio platform.

Identity - 22

TONE—A subset of voice; This is how we shade our voice based on

the audience and situation/content type.

Blog

Reader: Heads of Product, Marketing or Sales, SMB Executives,

Data folks who want to learn more about the business side.

Reader feelings: Wants to learn more about how they can leverage

their data or understand metrics and analytics.

Your tone should be: Informal and conversational, though not at the

cost of clarity, accuracy and consistency.

Write like this:

Tips:

• “Since this combines a couple of my favorite things—data analysis

and beer—I thought it would be a fun bit of data to plug into Chartio.”

• “Being able to learn complicated things through a lot of online

reading and trial and error is a really important skill to have as a

growth marketer.”

• Be self-assured and confident. No need to showboat, etc. in order

to get validation.

• Advise and enlighten. Feel free to link out to other resources that

are a relevant fit, give tips and show why the tips are important.

• Make it personal and casual. Don’t be afraid to have a light sense

of humor.

• State an opinion (it’s what will set us apart). Opinions are backed by

reasoning and any facts.

• Try to use at least one visualization (chart, diagram, sketch, etc.) per

blog post.

Identity - 23

Case Study

Reader: Prospective buyers.

Reader feelings: Curious, but hesitant - wants role relevant information.

Your tone should be: Objective, transparent, informative, and analytical.

Write like this:

Tips:

• “In just 90 days, Chartio built Advanced Analytics seamlessly

into Zendesk’s UI. Advanced Analytics has become the main

reason to buy their Plus and Enterprise plans.“

• Let the interviewee set the stage. Use quotes to drive the story.

• Be specific - not just what happened, but also the measurable result.

• Let the success of the customer speak for itself.

Chartio enables me to do my job better and more effectively. I have gone from waiting on reports for 1-2 days to creating my own within minutes. Instantaneous access to my data has given me a 360-degree view of how our marketing efforts are doing without relying on an engineer or analyst.—Sujan Patel, Growth Marketer

“

”

Identity - 24

White Papers

Reader: Product Managers, Marketing Managers, Sales Ops

Managers, SMB Executives.

Reader feelings: Curious, research-minded, want to understand how

things work.

Your tone should be: Knowledgeable, transparent, educational,

convincing.

Write like this:

Tips:

• “A discussion on the value of lead nurturing wouldn’t be

complete without exploring ROI. Let’s first take a look at these

compelling statistics taken from research done by Marketo,

Forrester, CSO Insights and others.”

• Patiently teach - give enough context to why you’re writing.

• Be objective - use facts and cite credible quotes from other sources.

• Not overly familiar - we are an expert colleague (fellow professionals),

not friends.

• Not overly technical - we are trying to be helpful, not flaunting our

knowledge. Only use technical jargon when it’s absolutely necessary.

Identity - 25

Marketing Emails

Reader: Current customers or prospects.

Reader feelings: Intrigued, but short on time.

Your tone should be: Approachable yet direct, but also challenging

and to the point.

Write like this:

Tips:

Individual Emails to Customers/Support Tickets

Reader: Current customers or prospects in trial.

Reader feelings: Frustrated, seeking more information.

Your tone should be: Empathetic, knowledgeable, prompt.

• “Did you know by combining data from Salesforce and Hubspot

you can report on the amount of revenue your conversions have

generated? Or you can report on the amount of revenue generated

by different marketing channels. This information can be very valuable

when deciding where you should invest the most time and resources.”

• Be positive but not excitable.

• Be direct about what we are announcing.

• Be up front about how this benefits the reader.

• Have a clear call to action.

Identity - 26

Write like this:

Tips:

Social Media

Reader: Followers of Chartio, friends of followers of Chartio.

Reader feelings: In a rush - only have time to read 140 characters.

Your tone should be: Positive, but concise.

Write like this:

Tips:

• “We’re excited to announce our newest feature - embedding.”

• Positive about the announcement.

• Be concise (short and sweet).

• No need to invite people to click.

• “Please note that you may need to re-add the integration settings if

they have been removed, but this should not happen going forward.

We found the remote cause from the additional logging that was

added thanks to your report. Please let us know if you still see this

issue happening, or if you run into any other trouble. We’re always

happy to help!”

• Empathize and acknowledge the issue and feelings.

• Be respectful and friendly, but not over-casual/familiar.

• Be prompt in both replies and in asking if we can provide more

assistance.

Identity - 27

CHARTIO LOGO

The Chartio logotype is only ever dark (#222) or light (#FFF), never

colored (not even our brand colors).

DO NOT modify, recolor or add effects to the logo.

When using the Chartio logo, provide at least half it’s current height

in clear space around the logo.

We use our Chartio logotype even in small or square spaces.

Identity - 28

BRAND COLORS

We value clarity above all else in our visual style. We strive to keep our

message free of clutter, and use bold, bright, solid colors only when

needed. Never be afraid to give layouts negative space to breathe.

Primay Brand Colors

#3C97DA #3C97DA #3CC677

#CEE5F6 #FFF5D6 #CEF1DD

#9ECBED #FFEBAC #9EE3BB

#6DB1E3 #FFE183 #6DD499

#3C97DA #FFD759 #3CC677

#3380B9 #D9B74C #33A865

#2A6A99 #B3973E #2A8B53

#215378 #8C7631 #216D41

Identity - 29

#E75656#906FDD #FE9D52

#F9D5D5#E3DBF7 #FFE7D4

#F3ABAB#C8B7EE #FFCEA9

#ED8080#AC93E6 #FEB67D

#E75656#906FDD #FE9D52

#C44949#7A5EBC #D88546

#A23C3C#654E9B #B26E39

#7F2F2F#4F3D7A #8C562D

Neutral Brand Colors

Secondary Brand Colors

#222#999#CCC#EEE#FFF

Identity - 30

TYPOGRAPHY

We use two typefaces, Open Sans and Roboto Slab.

Open SansOpen Sans is clean, clear and professional with just a hint of

friendliness. We use this face for everything except main headlines.

On our marketing site, we use the semibold weight for body copy

to give our words a clear, confident look. In print projects (like this

book) the regular weight can be used for body text if semibold is too

heavy and overbearing.

https://fonts.google.com/download?family=Open%20Sans

Roboto SlabFor main headlines we use Roboto Slab, a strong yet approachable

slab-serif type which echoes the slab-like look of the Chartio logo.

Only the regular weight is ever used. Also note: never use this

typeface for a subheading under the Chartio logo.

https://fonts.google.com/download?family=Roboto%20Slab

Identity - 31

Page Title Headlineh1: Roboto Slab, 2.441em, 400 weight (Regular)

Blockquotes and stat headlines

h2: Open Sans, 1.953em, italic, 600 weight (Semibold)

Section Headlines

h3: Roboto Slab, 1.563em, 400 weight (Regular)

LG LABELS

h4: Open Sans, 1em, uppercase, 600 weight (Semibold)

Md Labels

h5: Open Sans, 1em, italic, 600 weight (Semibold)

SM LABELS

h6: Open Sans, 0.8em, uppercase, 700 weight

Identity - 32

PHOTOGRAPHY EXAMPLES

Clarity is also the top priority for any photographs we use on our

website and in advertisements. We always prefer well-lit, high-

resolution images with happy customers. Avoid using images with

heavy “filters” or processing work.

Identity - 33

ICONOGRAPHY

We use some system icons provided by the Fontawesome icon set by

Dave Gandy. We are careful to use icons to enchance words rather

than take their place (again, for the sake of clarity). If an icon is used

alone, we are confident its meaning is totally apparent to the user.

We also use custom icons for things like our chart types. These are

made in a similar spirit to the Fontawesome icons and our logo:

confident, clear while still approachable.

On our website, this clean iconography is combined with our brand

colors for impactful buttons, illustrations and cover images.

www.chartio.com - ©2017 Chartio, Inc. All rights reserved.