AIMS360 Brand Book 4:14:17

BRAND BOOK

A simple and modern guide to understanding the AIMS360 brand

TABLE OF CONTENTS

PROMISE
POSITIONING
PERSONALITY
STORY
LOGO
COLOR PALETTE
TYPOGRAPHY

1

BRAND PROMISE

The single, most important thing we
promise to deliver - every time.

2

BRAND PROMISE

We continuously deliver state of the
art technology that empowers our
clients to grow - crafted by people
who, with every action - be it an
email, a phone call or a line of code -
show their firsthand experience in
the fashion industry.

3

BRAND POSITIONING

How we want to be viewed by the world. What we
do and for whom. What our unique value is.

4

BRAND POSITIONING

We provide the technological foundation for any business in the fashion
industry. Our unique value - our currency, which outlasts any solution, capability

or technology - is our firsthand knowledge and experience in the fashion
industry. It’s the invisible force that defines our capabilities, guides our

decisions, determines our evolutions, strengthens our relationships, and simply
makes clients love working with us. In us, the fashion world sees more than a
solution; it sees a partner, whose depth of experience, commitment to

education and practical understanding of the industry sets us apart - of course,
with the technological and technical expertise they’ve come to expect.

5

BRAND PERSONALITY

What we hold dear and what makes AIMS360,
AIMS360. Who we are and how we behave in

all interactions and communications.

6

BRAND PERSONALITY

VALUES Technological Evolution Relationships Expert Knowledge Sustainable Growth

BEHAVIORS Dynamic Responsive Knowledgable Nurturing
Strategic Dependable Insightful Optimistic
Purposeful
Human Experienced Loyal
Agile Committed

7

VALUE:

Technological Evolution

Dynamic

We understand that technology moves at the speed of light - and so do we, to continue
developing game-changing, leading-edge business applications for the fashion world.

Strategic

Everything we do, we do with an eye towards our client’s bottom line.

Purposeful

We work at maximum efficiency to give our customers exactly
what they need, and nothing they don’t.

Agile

We always maintain the flexibility to adapt our business applications
to changing priorities and environments.

8

VALUE:

Relationships

Responsive

We know fashion moves at the speed of thought, and time is everything -
so we will always respond to you in about an hour, one way or another.

Dependable

We are an extension of our customer’s business, and as such, we will make sure that
we’re available to help navigate the complex ecosystem that is fashion.

Human

We know that technology isn’t just for the select few, but for all - so we
make our technology and people as accessible as possible.

Committed

We’re feverishly devoted to cultivating the next generation of fashionistas and
to keep defining the future of fashion through our teaching program.

9

VALUE:

Expert Knowledge

Knowledgable

We know fashion. We speak it, we breathe it, we love it. Our support and sales teams all
come from different facets of the fashion industry, allowing us to understand the
business, the language and unique pain points.

Insightful

We’re not just providers and vendors of business applications - we pride ourselves on
partnering with our customers to meet their unique needs.

Experienced

We’ve been developing business applications for the fashion industry for over 30 years.
Our applications are taught in the nation’s top fashion schools. And we bring all this
experience and passion into every single one of our engagements.

10

VALUE:

Sustainable Growth

Knowledgable

We care deeply for all our customers. Regardless of size. And we’ll
be there every step of the way, no matter what.

Optimistic

We see limitless possibilities with technology and we have a positive
outlook on the future of fashion and our role in shaping it.

Loyal

Lasting relationships hold value to us beyond the money they make.
Our customers’ success is our success, and we live to see our friends succeed.

11

BRAND STORY

What we tell the world.

12

13

BRAND STORY

Fashion brings us together. The clothes we wear give us all something in common; they tell a story
about who we are, what we do, or what we like. And as long as we need something to wear, fashion –
what’s in, what’s out, what’s timeless – will always be part of humanity, of world culture. It’s like food,
or transportation, or language; it comes in 1,000 different ways, but wherever you go, there it is.

Fashion defines people, cultures and time; it has power. Through technology, AIMS360 lets you
harness that power. Wherever fashion makes a statement, AIMS360 brings it to more people, more
seamlessly than you ever thought possible. And always with you in control.

We are the invisible hand that drives one of humanity’s binding forces. Our clients shape the future of
fashion, and together, we enable the fashion community to shine light on what is good, so that others
may find it. And we champion the visionary, the daring, the underdog, and the pure.

We see it all. Because we’ve seen it all.

14

LOGO

The wordmark and emblem that symbolize the brand

15

WORDMARK

MODERN. WELCOMING. FASHION.

NOTE: TO ENSURE LEGIBILITY, ALWAYS KEEP A
MINIMUM CLEARSPACE AROUND THE LOGO

16

WORDMARK

MODERN. WELCOMING. FASHION.

NOTE: TO ENSURE LEGIBILITY, ALWAYS KEEP A
MINIMUM CLEARSPACE AROUND THE LOGO

17

EMBLEM

THE POWER BUTTON OF FASHION, ALWAYS
ITERATING, ALWAYS EVOLVING

18

EMBLEM

THE POWER BUTTON OF FASHION, ALWAYS
ITERATING, ALWAYS EVOLVING

19

EMBLEM

IF UNABLE TO USE TRANSPARENCY

20

COLOR PALETTE

The set of colors that defines AIMS360 and is
used throughout all aspects of the brand.

21

COLOR PALETTE

COMPREHENSIVE

#DA279D #FFFFFF #343E4A #661F55 #E3E6E6 #151920

BARBIE PINK WHITE CHARCOAL PALATINATE PURPLE PLATINUM EERIE BLACK

22

#FFFFFF COLOR PALETTE #151920

WHITE SIGNATURE PALATINATE PURPLE

#343E4A

CHARCOAL

23

#DA279D COLOR PALETTE #E3E6E6

BARBIE PINK SUPPORTING PLATINUM

#151920

EERIE BLACK

24

TYPOGRAPHY

The header and body typeface used
throughout all AIMS360 branding.

25

Gotham Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

Gotham Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

Gotham Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

26

Gotham Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

Gotham Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

Gotham Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

27

TYPOGRAPHY

HEADER EXAMPLES

GOTHAM LIGHT

We believe in the power of fashion.

GOTHAM BOOK

We believe in the power of fashion.

GOTHAM LIGHT & BOLD

We believe in the power of fashion.

28

TYPOGRAPHY

HEADER EXAMPLES

GOTHAM LIGHT

We believe in the power of fashion.

GOTHAM BOOK

We believe in the power of fashion.

GOTHAM LIGHT & BOLD

We believe in the power of fashion.

29

TYPOGRAPHY

HEADER EXAMPLES (UPPERCASE)

GOTHAM LIGHT

FASHION TECHNOLOGY

GOTHAM BOOK

FASHION TECHNOLOGY

GOTHAM BOLD

FASHION TECHNOLOGY

30

TYPOGRAPHY

HEADER EXAMPLES (UPPERCASE)

GOTHAM LIGHT

FASHION TECHNOLOGY

GOTHAM BOOK

FASHION TECHNOLOGY

GOTHAM BOLD

FASHION TECHNOLOGY

31

TYPOGRAPHY

BODY EXAMPLES

GOTHAM LIGHT

We continuously deliver state of the art technology that empowers our clients to
grow - crafted by people who, with every action - be it an email, a phone call or

a line of code - show their firsthand experience in the fashion industry.

GOTHAM BOOK

We continuously deliver state of the art technology that empowers our clients
to grow - crafted by people who, with every action - be it an email, a phone call

or a line of code - show their firsthand experience in the fashion industry.

GOTHAM LIGHT & BOLD

We continuously deliver state of the art technology that empowers our clients
to grow - crafted by people who, with every action - be it an email, a phone call

or a line of code - show their firsthand experience in the fashion industry.

32

TYPOGRAPHY

BODY EXAMPLES

GOTHAM LIGHT

We continuously deliver state of the art technology that empowers our clients to
grow - crafted by people who, with every action - be it an email, a phone call or

a line of code - show their firsthand experience in the fashion industry.

GOTHAM BOOK

We continuously deliver state of the art technology that empowers our clients
to grow - crafted by people who, with every action - be it an email, a phone call

or a line of code - show their firsthand experience in the fashion industry.

GOTHAM LIGHT & BOLD

We continuously deliver state of the art technology that empowers our clients
to grow - crafted by people who, with every action - be it an email, a phone call

or a line of code - show their firsthand experience in the fashion industry.

33

THANK YOU