FS_BrandBook_2016_ed2

BRAND BOOK

SECOND EDITION

2

TABLE OF CONTENTS

THE MEANING OF OUR BRAND........................................................................................................................................................ 01

BRAND STORY ............................................................................................................................................................................................... 02
BRAND STRATEGY + PROMISE ................................................................................................................................................................... 03
GUIDING PRINCIPLES ................................................................................................................................................................................... 04
BRAND VALUES ............................................................................................................................................................................................. 05
BRAND PERSONALITY ..................................................................................................................................................................................06

EDITORIAL GUIDELINES ....................................................................................................................................................................... 07

BRAND LANGUAGE ....................................................................................................................................................................................... 08
MEETINGS BEST PRACTICES ....................................................................................................................................................................... 09
SOCIAL MEDIA BEST PRACTICES ................................................................................................................................................................ 10

VISUAL GUIDELINES ................................................................................................................................................................................ 11

COLOR PALETTE ............................................................................................................................................................................................ 12
COLOR USAGE + VARIANTS ......................................................................................................................................................................... 13
LOGOS + VARIANTS ...................................................................................................................................................................................... 14
LOGO GUIDELINES .........................................................................................................................................................................................15
TAG LINE + VISION STATEMENT ...................................................................................................................................................................17
PLUS MANIFESTO...........................................................................................................................................................................................18
TYPEFACES .....................................................................................................................................................................................................19
PHOTOGRAPHY ..............................................................................................................................................................................................20
KEY VISUALS .................................................................................................................................................................................................. 21
INFOGRAPHICS ..............................................................................................................................................................................................22
BRAND SAMPLES ..........................................................................................................................................................................................23

BRAND MANAGEMENT .......................................................................................................................................................................... 28

LINKS TO ASSETS + RESOURCES ............................................................................................................................................................... 28

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THE MEANING OF OUR BRAND

THE FUTURE STATE EXPERIENCE

This guide explains how to embody and express the Future State brand. It references our brand story, strategy, values,
personality, editorial and visual style, and demonstrates behaviors and guidelines for collectively managing the brand over
time.
OUR BRAND IS A COLLECTIVE EXPERIENCE
More than just a logo, product, or event, the Future State brand is a collection of repeated perceptions, experiences,
and expectations in the minds of people with whom we interact. It is immersive, sensory, and visceral; a living, breathing
expression of our collective experiences.
OUR BRAND DRIVES VALUE
Because it encapsulates all we stand for and consistently deliver over time, our brand is our most valuable long-term asset.
The Future State brand:
• Expresses who we are and what we deliver
• Distinguishes our personality, competitive edge, and memorability.
• Drives the meaning and value of our work within our internal culture and in our engagements with clients
• Supports our long-term organizational health and success.
This book is a guide to the best expression of our brand. Let it help you best represent Future State in all arenas.

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BRAND STORY

WHO WE ARE + HOW WE GOT HERE

Future State is a consulting firm working with global companies and organizations to ensure people are the center of focus
to achieve operational transformation and organizational change. Since our founding as TechProse in 1982, we have always
focused on what people need to transform and adapt to new technologies, evolving processes, and new ways of working.

Based in the San Francisco Bay Area for more than 30 years with approximately 100 employees and consultants, we apply
a customized interdisciplinary approach that connects process excellence, adoption and innovation to help organizations
achieve a desired future state. Whether our client’s end goals are cost reduction, greater efficiency, expanded capabilities,
or improved customer experience, we ensure successful outcomes and positive employee experiences throughout each
transition.

Like the organizations we serve, we too have evolved over time to address what matters most—achieving success in
business by addressing the very real needs and concerns of people. In 2006, we transformed our organization by offering
employees a tangible stake in Future State’s success through an Employee Stock Ownership Plan (ESOP). In 2015, we moved
our offices to a bright and modern workspace, thoughtfully designed for collaboration among project-based teams. That
same year, we reclaimed our status as a woman-led business with the appointment of three extraordinary women to our key
leadership positions. Most recently, we became a Certified B-Corporation—one of the first business management consulting
firms to do so, by meeting rigorous standards of social and environmental performance, accountability, and transparency.

FUTURE STATE NEW C-SUITE, NEW LOCATION,
Expanded offerings, CERTIFIED B-CORP
strategic Woman-led, collaborative
consulting focus Oakland workspace,
committed to social impact

TECHPROSE ESOP
Founded by Employees have a
Meryl Natchez stake in our success

1983 2005 2012 2015

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BRAND STRATEGY + PROMISE

THE THINKING BEHIND THE BRAND

STRATEGIC POSITIONING
At Future State, we are inspired by working with smart people chasing big goals. We live in a globally connected, social
world where evolving trends, processes, and technologies serve as catalysts for continual change. We attract clients facing
complex cross-functional challenges with serious stakes, who seek a reliable and effective partner to collaborate on smart
strategy and focused implementation plans to achieve organizational goals within ever-changing environments.
Our consultants look holistically at the ecosystem within each organization from end-to-end, tapping into stakeholder and
industry knowledge to quickly develop understanding and apply our operational transformation framework to drive positive
outcomes. We solve organizational challenges impacting thousands of people by delivering targeted solutions that help
people successfully navigate change.

BRAND PROMISE
What do we ultimately deliver of value in the marketplace?
• We deliver operational transformation that creates lasting change.
• We produce practical results as we shift people and organizations toward a desired future state.
• We tackle big problems one element at a time with the right level and mix of support.
• We advocate for support individuals and teams, along with overall organizational success.
• We help realize visions by identifying quick wins that strengthen and expand team capabilities.
• We help people and organizations successfully navigate a state of constant change.

TAG LINE
YOUR FUTURE STATE, REALIZED.

UNIQUE DIFFERENTIATION
What makes us special?
• Our teams are driven by inquiry, and they dig deeper to understand each client’s organization and culture.
• Our teams are interdisciplinary, drawing on a diverse set of skills and viewpoints to respond to the unique needs of each
engagement with a customized approach.
• Our solutions and services span end-to-end transformation, from smart strategy and logical infrastructure to effective
implementation and evaluation.

CORE FOCUS
What guides our choices?
• We focus on people’s needs and concerns to effectively navigate change and help realize positive outcomes.
• We aim for smooth transitions as we help organizations move from their current state to their desired future state.
• We focus on Fortune 500-1,000 companies and organizations headquartered in the San Francisco Bay Area.

VISION
We enable extraordinary visions that positively impact the world.

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GUIDING PRINCIPLES

At Future State, we follow these guiding principles as we perform and deliver our work in operational transformation.

Visualize Complexity
For a global audience addressing complex business challenges that draw from diverse data sets across functions, a clear
visual image is key. We visualize complexity to accelerate their understanding of the need for change, the learning of new
skills, and the adoption of new processes.

Escalate Risk Early and Often
Be the bearer of difficult news, providing data and facts, decision criteria, options and implications, risks and mitigations for
problems when they occur. Be neutral and objective when selecting the best alternative to achieve goals with minimum
disruption.

Apply Empathy
Put stakeholders first, understanding people’s needs, bringing empathetic perspectives, and applying compassion for the
human experience. Come from a place of compassion, not judgment. Empathy is the key to building insight.

Maintain Neutrality
Build collaborative communities by engaging individuals and teams to learn new ways of working and collaborating. Choose
terminology, communication, and facilitation solutions that work in a diverse global environment.

Be Practical
Consult the methodology framework and toolkit for operational transformation and apply industry best practices, but above
all, ensure the strategy and implementation approach we take is directly responsive to the big goals the organization is trying
to reach.

Reduce Reactivity
Combat change overload and fatigue by crafting communications and engagements that reduce user and stakeholder
reactivity. Increase clarity and visibility, simplify or visualize complexity, and build robust communication and connection
channels to increase understanding and collaboration.

Stay in Inquiry
Approach transformation from a mindset of inquiry. Knowing the right questions to ask is half the battle. Asking more
questions as stages progress to deepen understanding and lead to insight. Reframe statement into inquiries to diffuse
defensiveness and open up new dialogue.

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BRAND VALUES

Our individual and collective choices, daily behaviors and interactions are all guided by Future State’s foundational values.
Trustworthy and Ethical
We instill confidence and inspire trust demonstrating our integrity. We are honest, dependable, reliable professionals you
can count on to make the right choices, with people at the center of our decision-making.
Doing the Right Thing
We do the right thing, making sound decisions rooted in our common values. We set priorities to achieve the most
important collective goals. We move things forward in a positive way.
Being of Service
We take actions that positively reinforce client efforts, supporting the growth of individuals and teams. We take ownership
and accountability. We share, inform, educate, guide, and support.
Committed to Getting it Done
We get things accomplished by applying our abilities, knowledge, and experience through teamwork. We follow our
operational transformation and delivery frameworks to focus on the right action at the right time, according to plan,
choosing the most critical elements to drive results.
Passionate Problem-Solvers
We are strategic thinkers who listen to distill core issues, make connections, and synthesize information. We strategize on
what will make a positive difference and exhibit passion when applying new solutions to complex business challenges.

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BRAND PERSONALITY

Our core brand attributes are key words defining the essence of the Future State brand. Each attribute is paired with an
organizational archetype* to inspire and inform our daily work. Along with our values and guiding principles, these brand
attributes indicate how to best represent Future State in words, visuals, experiences, and actions (they are not intended for
explicit use in communications).

PRACTICAL
At Future State, we discern what is truly of value to our clients—what will meet their goals most effectively. We aim to be of
service, each and every time. We are interested in our client’s vision or stated objectives and are not attached to a particular
methodology to get us there. We are here to move things forward.
ENGINEER: Practical, sensible, engaged, honest, grounded, and patient. The engineer is curious and looks to find solutions
to everyday problems.

CONNECTED
We bring people, ideas, and resources together. At Future State, we synthesize information, make connections, and design
logical structures, powerful thinking models, and strategic systems.
COMPANION: Loyal, detail oriented, determined, practical, and patient. The companion is a trusted support who reliably
lends a helping hand.

PERSONAL
People are the center of everything we do. Successful organizational change and operational transformation are rooted in
understanding people—how they think, act, and what they believe. We value people’s intuitive wisdom and relationships built
on trust. We listen to understand before developing strategy.
CITIZEN: Respectful, fair, accountable, and altruistic; A good listener and hard worker, the citizen is a steward driven by a
strong belief in personal integrity, fairness, equity, and responsibility to the community.

TRANSFORMATIVE
We exist to help people and organizations effectively navigate change. We apply critical thought to develop focused
strategies, guide transitions, and support learning and growth while aligning people to a vision and a clear set of actions to
reach big goals.
CATALYST: Fearless, insightful, and awake. The catalyst is an activator who navigates complex social systems to find high
leverage points for change.

PASSIONATE
We have a strong desire and enthusiasm to make a positive impact in the world and help client’s fulfill their extraordinary
visions. It is our heartfelt belief that together, we can make almost anything happen. Change the world or go home!
IDEALIST: Cooperative, collaborative, authentic, altruistic, and self-confident; The idealist believes in strong visions,
work ethics, and the possibility for positive change in service of the greatest common good. The idealist is driven by the
unshakable knowledge that a better world is possible, and inspires others to seek it as well.

RATIONAL PRACTICAL CONNECTED PERSONAL TRANSFORMATIVE PASSIONATE EMOTIONAL

As individuals and together, with colleagues and clients, we are one Future State.

*Archetypes inspired by Carol Pearson’s Archetypes in Organizational Settings (2003).
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EDITORIAL GUIDELINES*

THE VOICE OF FUTURE STATE

* For more details, please consult the expanded Editorial Guidelines supplement. It includes a house style guide, a list of

jargon words to avoid as well as guidelines for talking about Future State and crafting blog posts to FS social channels.

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BRAND LANGUAGE

VOICE (PERSONALITY) + TONE (ATTITUDE)

• Professional and knowledgeable, but not arrogant (watch the jargon!)
• Clear and direct, but not terse or condescending
• Inquiry-based, helpful, and strategic, but not sales-y or pushy
• Complete, organized, and accurate, but not rigid or long-winded
• Friendly, genuine, open, and accessible, but not overly casual
• Warm, personal, energetic, and passionate, but not cheerlead-y

GENERAL WRITING TIPS

• Aim for concise messaging with fewer, more precise words.
• Use active voice and energetic verbs (watch for passive voice!).
• Avoid acronyms, jargon, and euphemisms.
• See our training on Writing Concisely and our List of Jargon Words to Avoid for more details.

FUTURE STATE BRAND TERMINOLOGY

Future State Solutions: Our set of capabilities across a variety of disciplines: Vision + Strategy, Communications + Creative,
Change Management, UX + Technology, Learning + Development, Insight + Innovation, Process Excellence, and
Organizational Effectiveness. We assemble a customized, interdisciplinary team with expertise in the appropriate solutions
for each client engagement.

Operational Transformation Framework: Our interdisciplinary approach to creating long-lasting change in business operations
addresses these five domains: Process Excellence, Adoption, Innovation, Portfolio Management, and Organizational
Effectiveness. It is not a specific methodology, but rather a point of view that informs our wholistic approach, ensuring we
address needs and opportunities within all the relevant domains.

Delivery Framework: Our general reference model for the delivery of Future State services, divided into the following phases:
Insight, Design, Implement, Improve.

PREFERRED DICTION

INSTEAD OF… USE…
and or & (in headings and titles) + (use one space on each side of the symbol)
practices, capabilities, service areas, or offerings solutions or solution set
multi-disciplinary interdisciplinary
talent, practitioners, contractors, resources, workforce, employees or consultants (can be full-time, part-time, or
staff, FTEs, or delivery partners incorporated)
users, audience, or humans people
groups, departments, functions, or business units teams
customers clients
consultancy, small firm, or boutique firm consulting firm
competencies or capabilities expertise
we impact change we help to realize transformation or change
‘bun’ graphic or three-legged stool operating model
project plan work plan
versions (of files) rounds

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MEETINGS BEST PRACTICES

Below are some ground rules for productive, on-brand behavior for all meeting participants. See Kevin Jordan‘s training deck
on how to plan and facilitate Awesome Meetings for more information,
GROUND RULES
• Be present
• Lead with your heart, follow through with your head
• Use “I” statements, always speaking the first person
• Examine and name your assumptions
• No varnish
• Assume best intent; no personal attacks
• It’s okay to have healthy conflict; don’t take it personally
• Push through conflict to collaborative resolution
• Misery is optional
• “Fully Staff It” — note implications, suggestions, options, and requests
• Keep it in the room
• Remember the power of leadership roles when communicating out to the rest of the organization

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SOCIAL MEDIA BEST PRACTICES

Whenever you use social media, whether personally or on behalf of Future State, remember to:
Be Professional
Any time you mention Future State in a social media post, whether alongside an industry story, in your bio, or otherwise,
maintain the utmost professionalism. Your comments instantly align you with the company, and you should treat each
opportunity as if you are representing Future State at a trade show, meeting, or other professional setting.
Be Respectful
This rule pertains to all industry colleagues, media members and experts, as well as all genders, religions, races and cultures.
Get It Approved
Not sure if your post is appropriate? Ask a manager first.
Comply
Adhere to internal and client non-disclosure and non-compete agreements.
Proofread
Employ spelling and grammar check tools and do a second review for typos and formatting errors. Use the Proofreading
Checklist for all blog posts and other important written works.
Clarify Your Views
Always clarify that you do not represent Future State as an official spokesperson if you are posting to a personal blog.
Potential wording includes: “The views expressed on this (blog, website, etc.) are my own and do not necessarily reflect the
views of my employer.”
Give Credit
Attribute all quotes, statistics, and articles to the original author and include a link.
Consider Permanence
What you post lives on the Internet forever, even when you delete it or attempt to make it anonymous. Post only after
careful consideration of any potential consequences.

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VISUAL GUIDELINES

THE LOOK + FEEL OF FUTURE STATE

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COLOR PALETTE FS BLACK
Pantone® 426 C
COLOR MODEL SPECIFICATIONS CMYK: 73, 66, 62, 67
RGB: 38, 39, 41
FS RED HEX: #262729
Pantone® 186 C
CMYK: 12, 100, 92, 3 FS DARK GRAY
RGB: 207, 10, 44 Pantone® Cool Gray 11 C
CMYK: 65, 57, 52, 29
HEX: #CF0A2C RGB: 85, 86, 90
HEX: #55565A
FS BLUE
Pantone® 636 C FS MED GRAY
CMYK: 43, 1, 7, 0 Pantone® Cool Gray 1 C
RGB: 138, 210, 230 CMYK: 13, 11, 12, 0
RGB: 219, 217, 214
HEX: #8AD2E6 HEX: #DBD9D6

FS YELLOW FS TAN
Pantone® Yellow C Pantone® Warm Gray 1 C
CMYK: 0, 10, 100, 0 CMYK: 14, 14, 17, 0
RGB: 216, 209, 202
RGB: 255, 221, 0 HEX: #D8D1CA
HEX: #FFDD00

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Tan Med Gray Dark Gray Blue Black
R: 216 R: 219 R: 85 R: 138 R: 38
G: 209 G: 217 G: 86 G: 210 G: 39
B: 202 B: 214 B: 90 B: 230 B: 41

COLOR USAGE + VARIANTSngly. Variations of Variations of Variations of Variations of Variations of
this color are this color are this color are this color are this color are
alloweFdS RwEitDhin allowed witFhSinYELLOaWllowed within FSaBlLloUwEed within allowed within
nt the same hue. the same hue. the same hue. the same hue; the same hue.
t Use darker
ed. shades

sparingly

ue Tan BlackMed GRready Dark GTarany Blue Med GRraeyd BlackDark GTraany Blue Med Gray Black Dark Gray
138R: 216 R: 38 R: 219R: 207 R: 85R: 216 R: 138R: 219R: 207 R: 38R: 85 R: 216 R: 138R: 219 R: 38 R: 85
: 210G: 209 G: 39G: 217G: 10 G: 86G: 209 G: 210G: 217G: 10 G: 39G: 86 G: 209 G: 210G: 217 G: 39 G: 86
230B: 202 Use sBp:a4r1inBg:ly2;14B: 44 OnlyBF:S9C0rBe:a2ti0ve2 BV: a2r3ia0Bti:o2n1s4aBl:lo4w4ed B: 41 B: 90 B: 202 B: 230B: 214 B: 41 B: 90

no variations. may use this color. in the same hue;

acttVoihaoliornsirascatooirolfeonrsaorfeVthairsiacVtthoaioilrsoniarcstaoiUoorlofesnresasorpfearingltVyha.irsiactVtohiaolirosnirasctaoioorlfeonrsaorfetVhairsusipasctVaetohiraodilinorsnaigrarsclkyatoeoi.rorUlfeonssrhseaaodsrfeepsaVthariirnsiagcVtlthoyiao.lirosniarsctatVoiohoralofeinrsrisacatooirofelonrsaorfetVhairsiactoVtiholaoinrsrisacatooriofelonrsaorfetVhairsiacttVoihoaloinrsrisacatooirolfeonrsaorfe
waeldlowwiethdinwitFhSinaBLllAoCwaKelldoweitTdhhiwnisitihsitnheFS aDlAloRwKaeGldlRoAwYeitdhiwn ithianlloFwSaeMldlEoDwieGthdRTiAhnwYisithisinathlleowaeldloFwSeiaTtdhlAloNiwnwiethdinwithainlloweadllowwitehdinwithianlloweadllowwiethdinwithin
sathmeeshamuee; huet.he stahme esahomunely.hvuaer.iantthe stahmeesahmuee. hueth. e stahmeesahmuoene;lyhuveat.hrieanstahme esathhmuees.haumee. huteh.e sathmeeshaumee; hueth. e sathmeeshaumee. hue.
darker of red that Use darker of red that Use darker
des may be used. shades
ringly shades may be used. sparingly
sparingly

Variations allowed Variations allowed Variations allowed Variations allowed
in the same hue. in the same hue. in the same hue. in the same hue.

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LOGOS

PRIMARY LOGO AND VARIANT
Use the primary (horizontal) Future State logo as a first option. The variant (just the FS initials) may be used where a
representation of Future State is desired but the primary logo either doesn’t fit or becomes so small the company name is
unreadable. The variant is often used for social media avatars and on photos that accompany blog and social postings on
Medium, Facebook, LinkedIn, and Twitter.

SECONDARY LOGO AND VARIANT
The secondary logo with inverted colors may be used when too much red would appear overwhelming in the layout. The
secondary logo works particularly well when placed on a Future State blue background—especially in web or email use.

BLACK + WHITE LOGOS AND VARIANT
The black + white logo and variant should only be used in situations where a color presentation is not possible.

CERTIFIED B CORPORATION LOGOS
We use logos provided by the nonprofit B Lab to distinguish our brand as Certified B Corporation. We assign colors from the
Future State brand palette, as shown below.

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LOGO GUIDELINES

FUTURE STATE LOGO SPACING

The clear space minimum for both logos is equivalent to x. This rule applies regardless of the size at which the logo is
reproduced. For the primary (horizontal) logo, x is equivalent to the vertical height of the banner; For the secondary (initials)
logo, x is equivalent to the vertical height of the title letters.

x xx x

xx

x xx x

FUTURE STATE LOGO SIZING
Minimum size requirements for online viewing (email newsletter, web banner, or web page):
• Primary Logo: 223 pixels wide
• Secondary Logo: 73 pixels wide

Minimum size requirements for printed documents (6 x 9 to 11 x 17):
• Primary Logo: 1.59 inches wide
• Secondary Logo: .8 inches wide

For internal presentations and documents, please use current Future State templates.

CERTIFIED B CORPORATION LOGO SPACING
The clear space minimum is equivalent to x. This rule applies regardless of the size at which the logo is reproduced. For the
Certified B Corporation logo, x is equivalent to the height of the letters in the word “Certified.”

xx
x

xx

CERTIFIED B CORPORATION LOGO SIZING
Minimum size requirements:
• Online (email newsletter, web banner): 50 pixels high
• Printed documents (6 x 9 to 11 x 17): 11 mm wide

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LOGO GUIDELINES

INCORRECT USE

• Don’t bevel, emboss, apply drop shadows, glow or any other effects to the logo.
• Don’t place the logo on a busy photograph or pattern.
• Don’t change the logo colors.
• Don’t change the logo’s orientation.
• Don’t present the logo on “vibrating” colored backgrounds.
• Don’t present the logo in “outline only” fashion.
• Don’t crop the logo in any way.
• Don’t stretch or squeeze the logo to distort its proportions.
• Don’t put a box around the logo to distinguish from a background.
• Don’t lock up the logo with another company’s logo in any way.

COLOR + EFFECTS BUSY PHOTO + PATTERN ORIENTATION

VIBRATING COLOR OUTLINE CROP

STRETCH + SQUEEZE WHITE BOX LOCK UP

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TAG LINE + VISION STATEMENT

Used primarily in marketing materials, the tag line and vision statement are available upon request in an image file format.
They are also available in reverse (white text), if needed.

TAG LINE

The single line tag lines should be used as a first option. The stacked version may be used as an alternate in layouts with a
narrow allowable space. The stacked version should always be left aligned, not centered. The stacked version should not
become three or more lines or spaced differently than presented here.

Single Line REALIZED

YOUR

YOUR FUTURE STATE REALIZED.

Stacked

YOUR FUTURE
STATE REALIZED.

VISION

WE ENABLE EXTRAORDINARY
VISIONS THAT POSITIVELY

IMPACT THE WORLD.

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PLUS MANIFESTO

As a distinguishing design factor, we use the plus sign to indicate the addition of elements in lieu of an ampersand. The

symbol is most often employed in text headings or titles, and can also simplify a formula, as in [challenge] + [solution] =

+ +[positive outcome]. The symbol conveys an additive quality, a subtle suggestion of increases in success.VISION +COMMUNICATIONS +CHANGEUX +
AS USSTERDATIENGYFUTURE STATECRSEOALTIUVTEIONS: MANAGEMENT TECHNOLOGY
SET IN FRANKLIN GOTHIC MEDIUM

LEARNING + INSIGHT + PROCESS ORGANIZATIONAL
DEVELOPMENT INNOVATION EXCELLENCE EFFECTIVENESS

PLUS SIGN OVERLAY

On calm, quiet photographs used in social media postings or internal documents, we overlay a subtle grid of small plus
symbols. Depending on the darkness of photograph, we set the grid in either white, FS Black, or FS gray, at a size, spacing,
and opacity that is visible but not distracting, Within a document or suite of documents, aim for consistency in effect across
all photographs.

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TYPEFACES

FRANKLIN GOTHIC
Use Franklin Gothic Book in all FS-branded Word, PowerPoint and Excel documents (download templates here). Set
headings and any text requiring a bold effect in Franklin Gothic Medium. Set body copy in Franklin Gothic Book.

Aa Franklin Gothic Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(,.;:?!$+=*%&©®’”)0123456789

Aa Franklin Gothic Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(,.;:?!$+=*%&©®’”)0123456789

MUSEO SANS
Museo Sans is a secondary font used by FS Creative in PDFs and printed documents (ex. business cards) The typeface
comes in font weights of 100, 300, and 500. Set headings or text needing a bold effect in the heavier weights.

Aa Museo Sans 100 300 500

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(,.;:?!$+=*%&©®’”)0123456789

GARAGE GOTHIC
Garage Gothic is a secondary font used only by FS Creative for limited purposes, such as Future State logo and tag line.

Aa Garage Gothic Regular Bold Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(,.;:?!$+=*%&©®’”)0123456789

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Copying, distributing, re-creating or any other non-authorized use of the content in these slides without express written consent is strictly prohibited.

PHOTOGRAPHY

Future State photo imagery should be warm, friendly and inspirational. Include diversity in gender and race whenever
possible. Landscapes, whimsical and retro looks may also be used to set the right mood. Use conceptual images rather
than stereotypical ‘business’ people and literal representations. Apply rounded corners to images that appear within internal
documents.
LANDSCAPES

CONCEPTUAL

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PHOTOGRAPHY

HEADSHOTS
Our employee headshots are crisp, realistic and professional. Always presented square on clean, white background, our
‘headshots’ also include a person’s shoulders and uppermost chest area. Because they are often shown in groups, all
headshots are scaled so that each person’s head appears in the same general area at roughly the same size. On client
proposals and capabilities decks, the headshots are framed within a .75-inch rule with rounded corners in FS Tan.

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Copying, distributing, re-creating or any other non-authorized use of the content in these slides without express written consent is strictly prohibited.

KEY VISUALS

OPERATIONAL TRANSFORMATION FRAMEWORK

Inputs What is the RGAPONRIZTAFTOILOPIRNOOAMCLAEESNFSAFEGCETMIVEENNTES
vision? EXCELLENCE

O INNOVATION ADOPTION S Do we have clear leadership, the
right organizational structure, and
How can we be more e cient competent teams to get there?
with our process?
Who does this impact? Why should
How will we align, prioritize and they change? What, where, when,
manage risk? What is the plan? and how are they changing?

How do we generate novel How do we Outcomes
approaches to solve future demands? measure?

OPERATIONAL TRANSFORMATION FRAMEWORK

FUTURE STATE SOLUTIONS

These icons represent potential elements of a customized set of solutions for operational transformation. Use them only in
that capacity; do not reuse the icons alone as general clip art.

VISION + COMMUNICATIONS + CHANGE UX +
STRATEGY CREATIVE MANAGEMENT TECHNOLOGY

LEARNING + INSIGHT + PROCESS ORGANIZATIONAL
DEVELOPMENT INNOVATION EXCELLENCE EFFECTIVENESS

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INFOGRAPHICS

8 LOCATIONSNUMBER OF LOCATIONS THAT
OUR CONSULTANTS WORK IN

14 LANGUAGESNUMBER OF LANGUAGES ENGLISH SWEDISH
OUR CONSULTANTS SPEAK FRENCH JAPANESE
SPANISH ITALIAN
RUSSIAN PORTUGUESE
GERMAN THAI
DUTCH MANDARIN
HINDI VIETNAMESE

TECHNOLOGY SCLIEIFNECES 256 : PROJECTS UNDERWAY

ENERGY HCEAARLETH 3,323 : PAST PROJECTS
FINANCE
LTORGAISNTSIICTS+ OTHER

INDUSTRIES

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BRAND SAMPLES

CORPORATE IDENTITY
Business Cards

Letterhead, Folders, Notebooks + Cards

DATE JOB NO.

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BRAND SAMPLES

WEBSITE

SOCIAL MEDIA

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BRAND SAMPLES

PRESENTATIONS + DOCUMENTS
Always be sure to download a fresh, current template from the Creative Toolkit when creating new presentations and
documents. Access PowerPoint, Word and Excel templates here.

TRADE SHOW MATERIALS, SALES TOOLS + ADVERTISING

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BRAND SAMPLES

GIVEAWAYS

Trade show Booth + Banner Stand

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www.futurestate.com | 877.614.0222 | © 2016 Future State | CONFIDENTIAL AND PROPRIETARY
Copying, distributing, re-creating or any other non-authorized use of the content in these slides without express written consent is strictly prohibited.

BRAND MANAGEMENT

Please use the resources and contacts below to accurately manage the Future State brand voice in the most frequently
encountered channels and applications.
BRAND RESOURCES
• Future State Logos: PNG, EPS
• Certified B Corporation Logos
• Stock Photo Library
• Key Visuals—request from FS Creative
• Infographics—request from FS Creative
• Future State Templates (PowerPoint, Word, Excel)
• Future State Capabilities Deck
BRAND CONTACT
Because our brand refreshes itself daily, reach out with questions to:
Venice Blue, Creative Director, [email protected]

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Copying, distributing, re-creating or any other non-authorized use of the content in these slides without express written consent is strictly prohibited.