Brand Book

Our Brand Story—

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That’s why our brand story needs to be clear, consistent, and compelling. It needs to connect with people so that they fall in love with our brand, trust it, and remain loyal to it.

Brands have irreplaceable value. The best ones stand out in a crowd and create a lasting emotional connection.

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We help companies run and transform themselves—so they can innovate faster, with less risk, in a constantly changing world.

Our customers constantly face this very real fear—if they don’t keep up with emerging technologies, their business might go down. That’s where we come in.

Who we are—

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When the competitive ground shifts, organizations need to be ready. But software changes are expensive, time-consuming, and risky. By bridging the gap between existing and emerging technologies, Micro Focus software helps customers protect their current investments as they move forward with the next new thing.

12.2K1976

4K 300 4.8K

Year established

UK Headquarters Newbury, Berkshire

US Headquarters Santa Clara, California

Government Solutions Headquarters Vienna, Virginia

Employees in 49 countries

Business-critical products

Note: All numbers are approximations based on 2019 data.

Software engineers

Partners worldwide

40KEnterprise customers

$3.6BAnnual revenue

Think of our software as a bridge from

Now——Next

Our approach is unique—and it’s backed up by decades of practice, innovative solutions, knowledgeable partners, and the superheroes who work here.

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Our unique approach connects

ROI— By extending the life of their existing assets (rather than taking a “rip-and-replace” approach), customers can maximize their return on investment.

Stability— Customers can leverage modernized, enterprise-ready features to stay competitive without disruptive solution switching.

Choice— Because our software is flexible by design, customers can freely adopt emerging solutions that align with their IT, business, and budgetary needs.

Existing——Emerging

Everything we do is based on a simple idea: The quickest, safest way to get results is to build on what you already have. Our “Now-to-Next” software brings that idea to life, and the benefits are clear (if we do say so ourselves):

Ultimately, our unique approach empowers customers to innovate faster, with less risk, as they navigate change.

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40,000+ organizations bridge Now and Next with our software.Some are market leaders. Some are game changers. Some are both. Here are just a few of them . . .

www.microfocus.com/resources

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Why do they chose us? Because we give them the solutions they need. It is the collective mindset of the people who work here that drives our achievements and sets us apart. Four principles guide all that we do:

Put customers at the core of all we do, whether they are internal or external.

Be confident to make the call based on imperfect information.

Do your job on the team and hold each other accountable.

Continuous improvement is the goal, not perfection.

Focus on the customer

Decide and act

Team and teaming

Learn and adapt

Learn more about our culture ›

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We know the digital transformation journey well, and we can smooth the way.

Digitalization is the game- changer of the moment. As our customers scramble to respond to their own digitally empowered customers, they must also keep the business running smoothly.

What we do—

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Enterprise DevOps— Build and deliver better software faster

Hybrid IT Management— Simplify your IT transformation

Delivering business value in the digital economy requires a high-speed approach. With our solutions, organizations can unleash the power of DevOps across hybrid IT landscapes—quickly bringing innovative ideas to life at the pace their business demands.

Hybrid IT is a sprawling, volatile, siloed place that jeopardizes your ability to compete. With our solutions, organizations can simplify the complexity and transform IT into a true service-driven organization—one that delivers services at the speed of DevOps without sacrificing performance, security, or governance.

Our solutions for digital transformation span four key areas:

21Security, Risk & Governance— Secure what matters most

Predictive Analytics— Analyze in time to act

Cyber threats are escalating. Apps and processes contain unforeseen risks. And privacy and compliance requirements are mounting. With our solutions, organizations can take a holistic, analytics-driven approach to securing what matters most—identities, applications, and data.

Lakes of data are valuable only if you can surface the insights hidden within their depths. With our solutions, organizations can leverage machine learning to transform unlimited volumes of data into accurate, actionable, automated insights—enabling them predict and influence business outcomes.

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Our brand. It’s so much more than graphics and a few carefully chosen words.It’s what people think of when they hear our name.

How we tell our story—

It captures the essence of our company—our personality, how we sound, what we look like. And it communicates, in an instant, what’s special about us.

Experienced

Reliable

Pragmatic

EthicalAt Micro Focus, we do what’s right for our customers, employees, and partners—honesty and integrity always prevail.

We invest in what matters most to our customers—innovative, enterprise-ready solutions that help them navigate change.

After 40+ years, we’ve acquired invaluable skills, insights, and knowledge that we continue to grow every day.

Organizations depend on us for their most critical operations—and we work diligently to make sure our software delivers.

Our brand personality It humanizes us, identifies us, and makes us relatable to our customers. It also inspires our collective voice and visual identity.

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Our voice The words we use reveal who we are and make a connection. Our voice is:- Conversational but not slangy. - Knowledgeable but not superior.- Confident but not arrogant.- Friendly but not presumptuous.- Direct but not rude.- Concise but not abrupt.- Consultative but not pushy.

Read more about our voice:

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Micro Focus Writing Style Guide.

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Our visual identity Let’s be honest. Looks matter. A signature look sets you apart in the crowd. It gets you noticed. Our visual identity has five key design elements:

LogoTypographyColorIconographyPhotography

Logo—Our logo is one of the most important elements of our brand. It’s often the first—and only—brand element that our audiences encounter. Use it correctly and consistently.

Logo Mark

Focus Mark Clearspace Minimum Size

x x

x xx

1"

Micro Focus Brand Central Micro Focus Creative Kits

Learn more about our visual identity:

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Typography—

Type is the visible sound of our voice. Our distinct typographic style helps to reinforce the confident, friendly, direct sound of our brand voice.

Calibri

Calibri is MS Office typeface and is used for most company communications including Powerpoint, Word documents, and Outlook emails.

Aktiv

Aktiv Grotesk is a limited licensed font, used by the creative team for our print and digital marketing deliverables.

Color—

Blue has always been our dominant brand color. A supporting spectrum of blue and green hues combined with electrified purples infuses our brand with energy and optimism.

Brand Blue Primary Colors

Brand-Blue

289 072 267 240

298 333 376

Status Colors Neutral Colors

K715

CG1012

Black 7208

649

CG9

656

CG2

White3405

Aktiv Grotesk Light

Calibri Light

Aktiv Grotesk Bold

Calibri Bold

AaBb0123ABCDEFGHIJKLNOPOPQRSTUVWXYZabcdefghijklnopqrstuvwxyz0123456789

AaBb0123ABCDEFGHIJKLNOPOPQRSTUVWXYZabcdefghijklnopqrs tuvwxyz0123456789

AaBb0123ABCDEFGHIJKLNOPOPQRSTUVWXYZabcdefghijklnopqrstuvwxyz0123456789

AaBb0123ABCDEFGHIJKLNOPOPQRSTUVWXYZabcdefghijklnopqrs tuvwxyz0123456789

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Iconography—The iconography we use help us display information and tell stories. The straightforward icons employ universal visual metaphors. They are rendered in a flat line-art style.

Photography——

We solve problems for people, which is why our photography features people and their technology. We also use textures to create colorful impact.

ExamplesExamples

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At every touchpoint—with customers, partners, analysts, and colleagues—you are responsible for reflecting and reinforcing our brand. Consistency and repetition are key to the brand-building process. Use our established brand elements every time you tell the story.

Stick with the story—

3 easy ways to support our brand every day:

Questions? Contact the Micro Focus Brand & Creative Team

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All Micro Focus employees are brand ambassadors.

© 2019 Micro Focus