DataKitchen Brand ID
Guidelines for Design
Branding is the process of taking the soul of an organization and making it resonate all who interact with it. A strong brand knows itself well. It sticks to its principles and priorities. It doesn’t change its own appearance or narrative; regardless of what others in the space may be doing or saying.
The DataKitchen brand is inspired by its founders who have always envision a world where data professionals and their teams are routinely celebrated as high-performing contributors in their organizations because they successfully deliver innovative, high quality, on-demand insight that drives strategic decision-making. That’s why we use the terms Empathetic, Battle-Scarred, Knowing, Encouraging, and Authentic to help define where its soul comes from.
The following guidelines take the attitude, attributes, and personality of DataKitchen and show you how to use the fundamental design components to express the DataKitchen brand.
LOGOs
Horizontal, Vertical
LOGO
Construction
The integration of the “D” and “K” are the essence of the DataKichen visual language. Never change the color or proportional relationship from the icon to the DataKitchen name.
LOGO
Clearspace and Minimum Size
Clearspace is the necessary area around the logo to give it room to be recognized as its own entity, uncluttered by type or other graphics. It is measured by the height of the uppercase“D” of “DataKitchen.” The same clearspace rules apply to the horizontal and vertical logos.
Minimum size is dictated by readability of the logo when reduced for use in limited space. For the vertical logo minimum size is when “DataKitchen” is at least 0.5 inch wide. For horizontal logo the minimum size is when “DataKitchen” is at least 0.4 inch wide.
COLORS
Specifications, Tints
HEX: #06a04a
RGB: 6/160/74
CMYK: 84/10/100/1
PMS: 7482
80%
60%
40%
20%
HEX: #65be63
RGB: 0/157/79
CMYK: 96/8/99/1
PMS: 2256
80%
60%
40%
20%
HEX: #aad046
RGB: 170/208/70
CMYK: 38/0/93/0
PMS: 2300
80%
60%
40%
20%
HEX: #dce687
RGB: 220/230/135
CMYK: 16/0/60/0
PMS: 2295
80%
60%
40%
20%
HEX: #f5f5bf
RGB: 245/245/191
CMYK: 4/0/31/0
PMS: 7499
80%
60%
40%
20%
COLORS
Secondary colors
In almost all instances, the primary colors should be used. Secondary colors should be used sparingly as accent colors. Possible uses include design elements or colors for charts or graphs.
HEX: #3F4443
RGB: 63/68/67
CMYK: 71/53/55/53
PMS: 446
HEX: #971B2F
RGB: 151/27/47
CMYK: 0/100/68/35
PMS: 7427
HEX: #00629B
RGB: 0/98/155
CMYK: 100/32/0/25
PMS: 3015
HEX: #D3832B
RGB: 211/131/43
CMYK: 1/50/89/8
PMS: 7570
Typography
Header – Sofia Pro
The font Sofia Pro, echoes this principle: designed for display purposes, with classically geometric and unforgiving shapes, and for the micro-typographic environment of body copy, where humans simply need to be able to read the message. Also available in Regular and Italic where desired.
It is available from Adobe Typekit, and is free for use as an Abobe CS subscriber.
Sofia Pro Typeface – Light
Sofia Pro Typeface – Regular
Sofia Pro Typeface – Medium
Sofia Pro Typeface – Bold
Sofia Pro Typeface – Black
Typography
Body Text – Merriweather
Merriweather Light:
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce ut nisl lacus. Aliquam lacinia congue urna. Suspendisse eleifend vitae velit tincidunt consectetur. Suspendisse quis mi eleifend, sagittis diam ac, sagittis ipsum. Duis ac consequat ligula. Duis imperdiet bibendum tempor. Donec nulla eros, sodales nec lectus quis, sagittis consectetur odio. Sed tincidunt elementum lacinia. Ut iaculis est est, non blandit nisl dignissim at. Proin sagittis egestas ligula, et mattis massa vulputate eu. Integer auctor finibus lacinia. Aliquam a nunc accumsan, elementum urna at, faucibus ipsum. Quisque eu porta elit.
Merriweather Regular:
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce ut nisl lacus. Aliquam lacinia congue urna. Suspendisse eleifend vitae velit tincidunt consectetur. Suspendisse quis mi eleifend, sagittis diam ac, sagittis ipsum. Duis ac consequat ligula. Duis imperdiet bibendum tempor. Donec nulla eros, sodales nec lectus quis, sagittis consectetur odio. Sed tincidunt elementum lacinia. Ut iaculis est est, non blandit nisl dignissim at. Proin sagittis egestas ligula, et mattis massa vulputate eu. Integer auctor finibus lacinia. Aliquam a nunc accumsan, elementum urna at, faucibus ipsum. Quisque eu porta elit.
Merriweather Bold:
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce ut nisl lacus. Aliquam lacinia congue urna. Suspendisse eleifend vitae velit tincidunt consectetur. Suspendisse quis mi eleifend, sagittis diam ac, sagittis ipsum. Duis ac consequat ligula. Duis imperdiet bibendum tempor. Donec nulla eros, sodales nec lectus quis, sagittis consectetur odio. Sed tincidunt elementum lacinia. Ut iaculis est est, non blandit nisl dignissim at. Proin sagittis egestas ligula, et mattis massa vulputate eu. Integer auctor finibus lacinia. Aliquam a nunc accumsan, elementum urna at, faucibus ipsum. Quisque eu porta elit.
Merriweather Black:
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce ut nisl lacus. Aliquam lacinia congue urna. Suspendisse eleifend vitae velit tincidunt consectetur. Suspendisse quis mi eleifend, sagittis diam ac, sagittis ipsum. Duis ac consequat ligula. Duis imperdiet bibendum tempor. Donec nulla eros, sodales nec lectus quis, sagittis consectetur odio. Sed tincidunt elementum lacinia. Ut iaculis est est, non blandit nisl dignissim at. Proin sagittis egestas ligula, et mattis massa vulputate eu. Integer auctor finibus lacinia. Aliquam a nunc accumsan, elementum urna at, faucibus ipsum. Quisque eu porta elit.
Photography
Empathetic, Battle-Scarred, Knowing, Encouraging, Authentic
DataKitchen empowers data pros from across the entire data analytics organization to reclaim control of complex toolchains, environments, and teams. With our DataOps Platform, teams can quickly innovate, test, and deliver the kind of on-demand, error-free insight that leads to one successful business decision after another. So you and your team can stop worrying about everything that went wrong and start winning respect and appreciation for everything that goes right.
Photographs should not look contrived or stock-like. Intimate, authentic and candid are good filters to use when selecting them. Close and unique cropping reinforces the primary role of people in the DataKitchen brand story while creating a heightened sense of connection with the viewer.
Examples
Print and Online Ads
Messaging Guidelines
Vision:
We envision a world where every data analytics professional and his or her team no longer feels powerless or frustrated by failed and painfully-slow projects, but instead are excited and energized by their ability to deliver high-quality, on-demand insight with DataOps.
Mission:
To provide the software, service, and knowledge that makes it possible for every data analytics team to realize their full potential with DataOps.
Big World Change:
While most companies strive to use data to drive their organizations forward, most data analytic projects fall short of expectation or fail altogether. Critical business decisions remain uninformed by meaningful data insights. In fact, 87% of data projects never make it into production.
Not surprisingly, the people who are responsible for these data projects constantly feel discouraged and frustrated. This is what DataKitchen is determined to change.
Who Do We Work For:
Enterprise data teams that map to DataKitchen’s Ideal Customer Profile (ICP). They manage critical data but cannot meet the increasing demand for new analytics and continually face embarrassing and costly data errors.
Target personas are:
- Chief Data/Analytic Officers,
- Directors of Data Engineering/Strategy/Architecture/Enablement
- Directors of Data Science.
What Does DataKitchen Do?
DataKitchen is a unique DataOps platform that empowers data managers and their teams to achieve:
- Rapid experimentation and innovation for the fastest delivery of new insights to customers
- Low error rates
- Collaboration across complex sets of people, technology, and environments
- Clear measurement and monitoring of results
Our end-to-end platform automates and coordinates all the people, tools, and environments in your entire data analytics organization – everything from orchestration, testing and monitoring to development and deployment.
What Do We Do/How are We Better? (Long Version):
DataKitchen empowers data pros from across the entire data analytics organization to reclaim control of complex toolchains, environments, and teams. With our DataOps Platform, teams can quickly innovate, test, and deliver the kind of on-demand, error-free insight that leads to one successful business decision after another. So you and your team can stop worrying about everything that went wrong and start winning respect and appreciation for everything that goes right.
What Do We Do/How are We Better? (One Sentence)
Simplify complex data toolchains, environments, and teams. Get back to doing what you love, so your customers will love what you do.
Tagline
- Reinventing Data Operations
- Reinventing Data Innovation
- CPB: Reclaim your power with DataOps
- Data-Driven Insight Delivered Fresh Daily
- Data Insights. Made fresh daily.
- DataOps. Delivered Fresh Daily.
If DataKitchen were a person,
we would be…
Iron Chef
Iron Chefs are selected not only for their technical expertise but also for their creativity, innovation and ability to think outside the traditional culinary box.
How we Act (Attitude, Attributes, Personality):
We are:
- Empathetic
- Battle-Scarred
- Knowing
- Encouraging
- Authentic
Key Message 1
Foster Innovation with Controlled Environments
Spin-up repeatable work environments in minutes to enable teams to make changes and experiment – without breaking production.
Key Message 2
Deploy as Fast as the Speed of Business
Fearlessly deploy new analytics into production with the push of a button. Free your teams from tedious, manual work that impedes innovation.
Key Message 3
Orchestrate With the Tools You Love
You’ve already got the tools you need. Our platform automatically orchestrates your end-to-end multi-tool, multi-environment pipelines – from data access to value delivery.
Key Message 4
Reduce Errors to Virtually Zero
Business customers will only adopt analytics they trust. Catch embarrassing and costly errors early by adding any number of automated tests at every step in your development and production processes.
Key Message 5
Collaborate Across Teams
Reduce organizational complexity by integrating workflows and enabling a single view of the entire process. Save time and improve collaboration with version control and reusable analytic components.
Key Message 6
Measure Your Team’s Performance
You can’t improve what you don’t measure. DataOps process analytics show how your teams are reducing errors, speeding deployment, and improving productivity. You tell your customers to be data-driven – why aren’t you?
Read The Definitve Text On Enterprise DataOps Transofrmation
The Complete Guide to an Enterprise DataOps Transformation. See how data teams use DataOps to transform their organizations for business agility.
