ELMO 2020 STYLE GUIDE - Updated: April 2020 - ELMO Cloud HR & Payroll
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ELMO 2020
STYLE GUIDE
Updated: April 2020
Copyright © 2020 ELMO Cloud HR & Payroll - All Rights Reserved
INDEX
03 LOGO
05 COLOURS
06 ICONS
08 TYPOGRAPHY
09 VIDEOS
11 TONE OF VOICE
20 ASSETS
Copyright © 2020 ELMO Cloud HR & Payroll - All Rights ReservedLOGO
ELMO MASTER LOGO
The ELMO master logo is the most important component in the ELMO Cloud HR & Payroll corporate identity and the
application should follow this set of guidelines.
This section will cover the ELMO Master Logo and its colors.
#0060ae
RGB: 0, 96, 174
CMYK: 96, 66, 0, 0
#ee2a24
RGB: 238, 42, 36
CMYK: 0, 97, 100, 0
Copyright © 2020 ELMO Cloud HR & Payroll - All Rights ReservedLOGO
ELMO LOGO USAGE
There are two main variants of the ELMO logo. Usage is dependent on the colour and contrast of the background on
which the logo is being placed. These two variants include the primary logo which has a blue stroke and tagline and the
secondary logo which has a white stroke and tagline.
White background Solid colour
background
Light colour image Dark colour image
background background
Copyright © 2020 ELMO Cloud HR & Payroll - All Rights ReservedCOLOURS
ELMO PRODUCT GROUP COLOURS
Each ELMO module falls into one of 5 parent modules (Pay; Engage; Hire; Retain; Develop) and is denoted by a unique
colour scheme, which makes up ELMO’s secondary colour palette.
ELMO primary TEAL (Pay) PURPLE (Engage) PEACH (Hire) YELLOW (Retain) BLUE (Develop)
#0060ae #5ec0a5 #7968cf #e3886b #eaa12c #00b2e8
RGB: 0, 96, 174 RGB: 94, 192, 165 RGB: 121, 104, 207 RGB: 227, 136, 107 RGB: 234, 161, 44 RGB: 0, 178, 232
CMYK: 96, 66, 0, 0 CMYK: 78, 0, 49, 0 CMYK: 60, 67, 0, 0 CMYK: 0, 63, 56, 0 CMYK: 0, 46, 98, 0 CMYK: 93, 0, 5, 0
#ee2a24 #88dcc5 #9d8fe4 #faa88e #f6c35f #64cff7
RGB: 238, 42, 36 RGB: 136, 220, 197 RGB: 157, 143, 228 RGB: 250, 168, 142 RGB: 246, 195, 95 RGB: 100, 207, 247
CMYK: 0, 97, 100, 0 CMYK: 59, 0, 35, 0 CMYK: 39, 46, 0, 0 CMYK: 0, 48, 38, 0 CMYK: 0, 28, 74, 0 CMYK: 68, 0, 6, 0
Copyright © 2020 ELMO Cloud HR & Payroll - All Rights ReservedICONS
ELMO PRODUCT SUITE PARENT GROUP ICONS
Each parent product group also has a unique parent product icon; similarly each individual module within a parent group
has its own unique module icon. The default usage of these should be that the parent groupings and their associated
modules should follow the colour schemes as outlined on Page 4 of this style guide. Black and/or white versions of each
icon is also acceptable in instances where it better suits the background colour against which they are to be used.
Pay Engage Hire Retain Develop
Copyright © 2020 ELMO Cloud HR & Payroll - All Rights ReservedICONS
ELMO PRODUCT SUITE MODULE ICONS
Pay Engage Hire Retain Develop
Performance Learning
Payroll HR Core Recruitment
Management Management
Rewards &
Self-Service Survey Onboarding Course Builder
Recognition
Pivot Course Library
Remuneration
Succession Video Library
Management
Copyright © 2020 ELMO Cloud HR & Payroll - All Rights ReservedTYPOGRAPHY
HEADER & BODY TEXT FONTS
This section will outline the fonts used in both web and print applications.
PRIMARY FONTS
Header font: 30pt Body font: 18pt - 22pt
OXYGEN REGULAR Open Sans
Light - Regular - Bold
DEFAULT FONTS
Body font: 18pt - 22pt
ARIAL Regular - Bold
Copyright © 2020 ELMO Cloud HR & Payroll - All Rights ReservedVIDEOS
TRAINING, WEBINARS, DEMOS
Videos are important components in the way ELMO Cloud HR & Payroll delivers information. We understand that each
video is different from the next and not everyone will have the same video recording/creating equpment.
Here are some key points that must be followed when creating video content for internal or external distribution:
• Make sure that all information you are providing / capturing is correct and up to ELMO standards
• Clearly display the ELMO logo at all times, whether on the approved PowerPoint template or ELMO platform
(e.g. sandpit, dev, or demo site) (see ELMO LOGO USAGE)
• Maintain consistency around transitions (e.g. slide transitions, bullet points and / or images appearing)
• Redact the URL and any tabs / bookmarks visible in the browser
• Check that the video picture and audio is clear
• Use a purpose built microphone to capture sound
Copyright © 2020 ELMO Cloud HR & Payroll - All Rights ReservedVIDEOS
RECOMMENDED PROGRAMS
Users may need IT administrator support to download these due to permissions...
• Loom (Screen & Video Recording Software)
• Handbrake (Video Transcoder)
• Audacity (Audio Recording Software)
• Microsoft Video Editor (find it on your laptop using your search bar)
NOTE for audio:
• When exporting: minimum 44100Hz sample rate
• Encoding in Handbrake: minimum Bitrate of 128
Copyright © 2020 ELMO Cloud HR & Payroll - All Rights ReservedTONE OF VOICE
WHY IS TONE OF VOICE IMPORTANT?
Anything that ELMO writes, verbally communicates, publishes or produces will define how people perceive us.
It is a reflection of our brand, just as a logo, tagline or element of customer experience is.
Tone of voice is not so much what you say, but how you say it. This encompasses not only the words you choose, but their
order, rhythm and pace. When seen in the world of business and marketing, the phrase ‘tone of voice’ refers to written –
rather than spoken – words.
A company’s tone of voice will inform all of its written copy, including its website, social media messages, emails and
presentations.
- It’s an expression of the people behind the brand
- It sets you apart from the rest
- It builds trust
- It can be used to influence and persuade
Copyright © 2020 ELMO Cloud HR & Payroll - All Rights ReservedTONE OF VOICE
ELMO’S VISION
ELMO’s vision is to be Australia and New Zealand’s leading cloud-based convergent
platform solution for businesses to manage people, process and pay and to remove
the friction of manual processes or disparate point solutions for our customers.
The vision or mission statement of an organisation is usually the starting point for determining tone of voice.
Copyright © 2020 ELMO Cloud HR & Payroll - All Rights ReservedTONE OF VOICE
WHO IS OUR AUDIENCE?
There are many audiences that we need to be cognisant of. These include:
• Existing clients • CEOs
• Prospective customers • Referral Partners (accountants, advisors, consultants, ISVs)
• Investors • Existing and prospective industry partners (AHRI, RCSA, HRNZ,
• Analysts AICD, NZCD, TAPS, APA, NZPPA…)
• Influencers • Uni students who will make their way into the HR/payroll
• Media workforce as next generation influencers and decision makers
• HR professionals (all levels) • ELMOnians (existing ELMO employees)
• Payroll professionals (all levels) • Prospective ELMO employees
• CFOs • Our competition(!)
• CIO/CTOs
Copyright © 2020 ELMO Cloud HR & Payroll - All Rights ReservedTONE OF VOICE
OUR TONE
ELMO’s tone can be summarised as:
Empowering
Leading
Memorable (for the right reasons)
Optimistic
Human
The following pages have the acronym ELMOH in more detail...
Copyright © 2020 ELMO Cloud HR & Payroll - All Rights ReservedTONE OF VOICE
OUR TONE - ELMOH
TONE OF VOICE 1: EMPOWERING
CORRECT WRITING STYLE INCORRECT WRITING STYLE WHY?
“When selecting recruitment software, ask “Warning: you must make the right choice of We want readers to feel they are making
yourself if you’ve sought the opinions of key recruitment software! Failure to do so will progress towards reaching their goals.
stakeholders and have mapped out which jeopardise any potential time, resource and
processes might benefit from automation.” financial savings.” We don’t want to criticise; the process should
feel inviting, not threatening.
We’re guiding, not telling, so that ultimately
they make the right choice for themselves.
Copyright © 2020 ELMO Cloud HR & Payroll - All Rights ReservedTONE OF VOICE
OUR TONE - ELMOH
TONE OF VOICE 1: LEADING
CORRECT WRITING STYLE INCORRECT WRITING STYLE WHY?
“We’ve helped more than 1300 customers with “Choosing the right HRIS system can be a We’re writing about something we know a
their end-to-end HR technology requirements. herculean task. We’ve helped thousands of lot about – we want our authority to be the
We’ll take the time to understand the specific customers with their HR technology needs and “source of truth”, to lead people towards
needs of your organisation and outline how we’ve got the accolades to show for it. Really, solutions that will help themselves and
our solutions can help to overcome your pain there is no better option than ELMO.” their organisation. We’re here to share our
points. This isn’t just talk: we’ve received knowledge.
accolades from Smart Company and the SaaS
Awards based on our customer-first approach.” Our written communication is well-researched,
citing reputable sources.
We want to be confident, not cocky.
When making claims or statements, be
specific, not “wishy-washy” generalisations.
Copyright © 2020 ELMO Cloud HR & Payroll - All Rights ReservedTONE OF VOICE
OUR TONE - ELMOH
TONE OF VOICE 1: MEMORABLE
CORRECT WRITING STYLE INCORRECT WRITING STYLE WHY?
“One in every four HR professionals say their “You ring your dream candidate to make an How to stand out from the pack? It’s ok to
recruitment process is too lengthy – and offer, only to be knocked back, because they paint the picture with an anecdote or insightful
this is causing candidates to drop out of the said yes to another job. Ouch.” observation; but avoid doing this repeatedly.
application process well before hitting “send” Our audience is busy; they want us to cut to
on their resume.” the chase.
Sometimes citing research/statistics is a better
approach. A startling statistic can stand out
from mere words.
To be memorable, we want to be smart but
not stodgy.
Copyright © 2020 ELMO Cloud HR & Payroll - All Rights ReservedTONE OF VOICE
OUR TONE - ELMOH
TONE OF VOICE 1: OPTIMISTIC
CORRECT WRITING STYLE INCORRECT WRITING STYLE WHY?
“Outdated and manual performance “Are your managers sick of performance We want to be optimistic without sounding
management processes waste time, resources tools that waste resources and bore staff? over the top.
– and just as critically, money. ELMO Streamline the process with a performance
Performance Management is intuitive and management system that people love to use.” We don’t want to sound like an infomercial!
user-friendly, removing the need for lengthy
training and documents relating to use of the We want to sound enthusiastic (after all, we
system.” do have the solution our clients need) without
sounding hyperbolic and overstating our
capabilities.
To sound honest and balanced, we can
acknowledge potential downsides – but only
in passing.
Copyright © 2020 ELMO Cloud HR & Payroll - All Rights ReservedTONE OF VOICE
OUR TONE - ELMOH
TONE OF VOICE 1: HUMAN
CORRECT WRITING STYLE INCORRECT WRITING STYLE WHY?
“A key part of building a business case for “Let’s sort out the ROI on your WFM software We’re talking to humans, not machines.
workforce management (WFM) software is to – only then will you unleash the power of “Professional” doesn’t have to mean
assess return on investment (ROI). Not only cloud technology.” “corporate robot”, and “casual” doesn’t
will this help to get projects over the line, it have to mean “3a.m text message”. Aim for
will also clearly outline how your team stands somewhere in the middle.
to benefit.”
Avoid technical jargon and acronyms as much
as possible – and when they are used, ensure
they are spelt out or defined.
Also try to relate what you’re writing back to
the audience (their challenges, what they need,
etc). We’re on their side.
Copyright © 2020 ELMO Cloud HR & Payroll - All Rights ReservedASSETS
Fonts, PPTs, Letterhead and Icons
Please refer to this when creating custom materials such as PPTs and any other documentation.
Letterheads can be found here.
PPT templates can be found here.
Icons can be found here.
Fonts can be found here.
Logos can be found here.
*IMPORTANT:
• Client-facing presentations must have “Commercial in Confidence” in the footer on every slide
• Internal presentations must have “Proprietary” in the footer on every slide
• Presentations in public forums must have “Unclassified Public” in the footer on every slide
Copyright © 2020 ELMO Cloud HR & Payroll - All Rights ReservedYou can also read
