Dell Boomi

Brand Guidelines
Last updated May 2018
 Contents
Visual Elements................. 3 Company Messaging........ 13

Logo Usage...................... 4–5 Introduction........................ 14 What Makes the

Boomi Platform Unique......... 21
Atom Usage......................... 6 Elements of the
Boomi Platform.............. 15–16 How We Got Here............... 22
Colors................................. 7
Boilerplate.......................... 17 Content Style Guide............ 23
Fonts.................................. 8
What We Say Resources and Links............ 24
Icons.................................. 9 About Ourselves.................. 18

Textures............................. 10 Key Messages..................... 19

Photography....................... 11 Key Characteristics of the

Connected Business........... 20
Email Signatures.................. 12

2 QUESTIONS? [email protected] | LAST MODIFIED May 29, 2018

 Visual Elements
3 QUESTIONS? [email protected] | LAST MODIFIED May 29, 2018
 VISUAL ELEMENTS

Logo Usage
CLEAR SPACE

Be sure to leave enough room around the Boomi

logo so that it doesn’t feel cramped. Use the height
of the letter ‘D’ in the Dell logo as reference for the
minimum space to leave clear around our logo.

MINIMUM LOGO SIZE

Print:  0.5” or 12.7mm minimum height

Digital:  30px minimum height

COLOR VARIATIONS

Whenever it works for the design, the preference is to

use the full color logo on a white background. If our
1-COLOR LOGO ON LIGHT BACKGROUND 1-COLOR LOGO ON DARK BACKGROUND
logo is being used on a light colored background,
use the navy logo. If it’s being used on a dark colored When the logo needs to be only one color and will be When the logo needs to be placed on a dark background,
background or with a gradient behind it, use the placed on a light background, use the navy logo. use the white logo with required clear space
white logo. As a brand, we do not use the gradient
inside our logo.

LOGO ON GRADIENT BACKGROUND NO GRADIENTS INSIDE THE LOGO

Use the logo in white if it’s being used with a gradient Never apply a gradient inside the Boomi logo

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 VISUAL ELEMENTS

Logo Usage
SOCIAL MEDIA USAGE

In digital use, where a square image will make

our logo appear larger and more legible, using
the stacked logo is preferred.

In instances where our user name will appear

alongside the profile picture, such as on our
Vimeo page, using the Atom as its own mark is
preferred.

WHAT TO AVOID DOING

Here are some simple guidelines:

Do not manipulate Do not add a drop shadow of any sort Do not angle

DELL Boomi

Do not alter the color out of brand Do not fill the logo Do not recreate the logo

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 VISUAL ELEMENTS

Atom Usage
We use the Boomi Atom in different
ways, but always with consistency. Here GRADIENT ATOM LOGO SHOWING THE ATOM “AT-WORK”

are some guidelines on how to use it to Select 2-color gradients from our color palette can be If used in a diagram showing the ‘magic’ of the Atom at
used inside the Atom. work, use the mark above, which can be found in the
correctly reinforce our brand identity. appendix of the PowerPoint template.

SIMPLIFIED ATOM LOGO FOR PROMO ITEMS DELL ATOM LOGO FOR PROMO ITEMS

When needed, use the simplified Boomi Atom logo for Approved logo for use on promotional items ONLY
promo items like embroidered hats, shirts, etc. (note the (stickers
flat color of the Atom)

Do not combine multiple logos

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 VISUAL ELEMENTS

Colors PRIMARY COLORS BOOMI GRADIENTS

Set the angle to -60°

AQUA DELL BLUE NAVY CORAL and the location to 66% DELL BLUE AQUA

Pantone 2397 Dell Blue 2188 1645

CMYK 68 0 33 0 81 37 0 0 100 81 32 18 0 65 57 0

RGB 34 197 190 0 135 204 22 63 108 255 124 102

HEX 22C5BE 0087CC 163F6C FF7C66

CORAL YELLOW

SECONDARY COLORS SCREEN USE ONLY

Only use these color

gradients in media that will
YELLOW PURPLE GREEN STEEL NAVY DK. BLUE
never be printed, such as
Pantone 108 2103 355 2165 PowerPoint and Demand
Generation banner ads
CMYK 1 13 87 0 72 83 0 0 78 0 100 0 66 49 28 4

RGB 255 215 57 135 108 255 32 179 56 101 119 146

HEX FFD739 876CFF 20B338 657792

COLOR USE BY %

NEUTRAL GRAYS Shows which colors should

be used most frequently and
which should be used very
LT. GRAY DELL GRAY MED. GRAY DK. GRAY sparingly, by percentage

Pantone Cool Gray 1 Cool Gray 5 Cool Gray 8 Cool Gray 11

CMYK 5 4 4 0 34 27 28 0 52 43 43 8 68 60 58 42

RGB 238 238 238 171 171 171 128 128 128 69 69 69

HEX EEEEEE ABABAB 808080 454545

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 VISUAL ELEMENTS

Fonts The priority for our written communications is that our copy and messaging is easy for our audiences to
read and understand. For this reason:

We have a family of three fonts, each with • Avoid using italics in your copy/text

very specific usages. Together, they represent • Use “all caps” selectively and make sure the use aligns with the style of your creative and messaging

a modern brand while being optimized for • Do not use shadows, gradients or any dimensional treatments with your text

ease-of-use across our entire company.

Arial Roboto Helvetica Neue

Employee use Web font Corporate/agency font
Arial is the font for all-employee use. Roboto is a font optimized for digital and Helvetica Neue is the font used in our logo
It resembles both Helvetica Neue and responsive platforms. It has a simplicity and in official marketing assets.
Roboto. Because Arial is a standard that makes it ideal for small, dense text.
system font, it is already available to Who uses Helvetica Neue?
Helvetica Neue is limited to internal teams or external
employees and easily readable by people Who uses Roboto?
agencies who create marketing assets for campaigns,
Internal or external teams who create web/digital assets
outside of the company. product launches and events.
that use live/dynamic text. You can find the Roboto font
here. What are examples of assets created in
Helvetica Neue?
Who uses Arial? What are examples of assets created in Roboto?
Examples include static banners or graphics, print and
All employees should use Arial for their day-to-day work. Dynamic copy on our websites, in mobile apps and UIs
event signage.
will use Roboto.
What are examples of assets created in Arial?
Examples include PowerPoint presentations, emails
and Word documents. Spec sheets, white papers and
other product/solutions collateral also use Arial.

ABCDEFGHIJKLM- ABCDEFGHIJKLM- ABCDEFGHIJKLM-

NOPQRSTUVWXYZ NOPQRSTUVWXYZ NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
0123456789 0123456789 0123456789

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 VISUAL ELEMENTS

Icons
We make use of the Futuro set of icons. You’ll find a robust selection of them in the appendix of the standard PowerPoint template,
high-res and ready to be added to your presentations. If you need them in a different format for a different purpose, they are available to
download from our Google Drive folder.

ICONS IN USE

Icons can be used in solid colors or gradients, or in white on a

solid or gradient background

INDUSTRY VERTICALS

Always use these same icons to represent specific industry

verticals in your presentations and collateral

Professional Banking, Retail Wholesale Higher Manufacturing

Services Financial Services and Distribution Education
and Insurance

Energy and Healthcare and Nonprofit Computer Transportation Technology

Utilities Life Sciences Software

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 VISUAL ELEMENTS

Texture
Our ‘connectivity’ texture adds visual
interest and dimension while subtly
reinforcing our Connected Business
core message.

GRADIENT TEXTURE ON WHITE WHITE TEXTURE ON GRADIENT

Back is set to 20% opacity Back is set to 20% opacity

GRADIENT TEXTURE IN USE GRADIENT TEXTURE IN USE

Both types of texture treatments in use for booth graphics Solid texture treatment in use as an overlay

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 VISUAL ELEMENTS

Photography

DO NOT STARE NO CLICHÉ NO WORDS

Do not use images of people that acknowledge the photogra- Do not use metaphorical business images. Our customers are Do not use images that include words in them. Photos should
pher. If the subject is looking at the camera, the image appears intelligent and curious, therefore our images do not need to be add to the message of the written words it’s accompanying (blog
set up, which goes against the human, real brand. commonplace. We want to use images that intrigue, not bore. post, datasheet, etc.) – our customers can understand more
abstract imagery and don’t need things spelled out for them.

AUTHENTIC, CLEAN, FRESH CANDID PORTRAITS

Use light, fresh and energetic photography to relate to our cus- Image of people from stock sites can often appear staged or
tomers with authenticity and humanity. forced. As a human brand, we want to show people in genuine
situations.

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 VISUAL ELEMENTS

Email Signatures
Our email signatures use the Arial font STANDARD SIGNATURE Your Name
and do not include images or banners Your Title, Your Team

(unless approved by the brand team for Dell Boomi

specific events or campaigns.) office 000.000.0000

mobile 999.999.9999

For color and typeface size, please visit [email protected]

the Wiki page where you can simply copy

a template signature and replace with your
information. EXTENDED SIGNATURE Your Name
Your Title, Your Team

Dell Boomi

office 000.000.0000

mobile 999.999.9999

fax 333.333.3333

[email protected]

Your Business Park, 123 Your Rd, Ste 000, City, XX 12345

12 QUESTIONS? [email protected] | LAST MODIFIED May 29, 2018

 Company Messaging
13 QUESTIONS? [email protected] | LAST MODIFIED May 29, 2018
 Introduction
The way we communicate
about Boomi has a profound
influence on how customers,
partners, employees,
analysts and the media
perceive our company.

Use this guide to create content that:

• Influences our customers to engage

with us in a positive way

• Builds the Boomi brand, positioning us

as a market leader and supports our
partners

• Unlock greater employee productivity

14 QUESTIONS? [email protected] | LAST MODIFIED May 29, 2018

 P L AT F O R M M E S S A G I N G

Elements of the Boomi Platform

Boomi provides a comprehensive platform. Here’s how to communicate our core capabilities:

Boomi Platform
Pervasive connectivity across
people, processes and things to
build the connected business Master Data Hub B2B/EDI

Ex
Management

ch
A pioneer in the integration cloud, Boomi

Hu

an
provides a unified platform to help cus-

ge
tomers with application and data integra-
tion, master data hub, B2B management,

Integrate
API design and management, workflow
Application and
automation and app development. Data Integration

e
iat
Flo

ed
w

M
Workflow API Design and
Automation and Management
App Development

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 P L AT F O R M M E S S A G I N G

Elements of the Boomi Platform

Boomi provides a comprehensive platform. Here’s how to communicate our core capabilities:

Integrate Hub Exchange Mediate Flow

Application and Data Master Data B2B/EDI API Design and Workflow Automation
Integration Hub Management Management and App Development

Connect applications Synchronize and enrich Simplify how you Design, secure and Build customer
and data across your trusted data across your manage your B2B scale APIs to connect journeys with low-code
hybrid IT environment enterprise trading partner network across the enterprise development

Boomi Integration en- Boomi Master Data Boomi B2B Man- Boomi API Man- Boomi Flow provides a
ables you to break down Hub is a data quality hub agement provides agement provides a low-code development
data silos by quickly as a service that allows an easy-to-use, agile, unified and scalable, platform to create
and easily integrating you to define the nouns cloud-based solution cloud-based platform customer journeys and
all your application and of your business that to manage your trading to centrally manage and automate simple and
data sources. Boomi you can trust. To make partner network. You enrich API interactions sophisticated workflows
seamlessly supports data-driven decisions, can rapidly onboard through their entire to efficiently drive
all of your integration Boomi enables you to trading partners, support lifecycle. With Boomi, your business. Boomi
patterns ­– real-time, collect the context from traditional EDI standards you can rapidly create customers can extend
event-based, batch, ETL, across your business. as well as newer web and publish any endpoint their application and data
asynchronous processes Since connecting services, and monitor all as an API on-premise or integration capabilities
and more. multiple source systems your partner interactions in the cloud, as well as from workflow based
is easy with Boomi, you in real time through a manage and control APIs. business applications to
can quickly consolidate centralized portal. online/offline mobile apps
master data from all parts and web portals.
of your business and
enforce quality standards
that you can trust.

16 QUESTIONS? [email protected] | LAST MODIFIED May 29, 2018

 BRAND PERSONALITY

Boilerplate Description
Dell Boomi (Boomi), an independent business unit of Dell, is the leading provider of
cloud integration and workflow automation for building The Connected Business.
Our cloud-native, low-code platform helps more than 7,500 organizations run better,
faster and smarter. Our technologies connect applications, assure data quality and
automate business processes.

Please visit https://www.boomi.com for more information.

© 2018 Boomi Inc. Dell and Dell Boomi are trademarks of Dell Inc. or its subsidiaries.
Other names or marks may be the trademarks of their respective owners.

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 C O M PA N Y M E S S AG I N G

What We Say About Ourselves

Our Mission Our Audience
Boomi is a platform enabler for the Technology Decision Makers: IT folks Influencers: Analysts, journalists, industry
Connected Business, and committed to who build and manage their organizations’ bloggers or others who influence our key
help organizations connect everything applications and data (VP IT, CIO, Enter- audiences. They are interested in Boomi,
together: people, processes, applications, prise Architect). our industry leadership and product vision.
data and things.
Business Decision Makers: Business Competition: While we don’t speak
Our Vision leaders who drive the strategy and need directly to our competition, it’s important
Our goal is to make every organization to access crucial information anytime and to be aware that they’re tracking our
a Connected Business so they can run anywhere (VP Digital Transformation, LoB). progress. With that in mind, we want to
better, faster and smarter. be thoughtful about how bold we are in
Partners: Extend the power of Boomi for our wins (very!) and how far in advance we
our mutual customers across the partner share our roadmap or plan.
ecosystem and need the most up-to-date
information about Boomi and understand
our value.

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 C O M PA N Y M E S S AG I N G

Key Messages
• Today, businesses need to move with • Boomi drives pervasive connectivity for
increased agility and insight to grow and customers and partners:
thrive.
Direct Customers: Customers
• Boomi provides the foundation on can leverage the Boomi Platform
which your business can innovate. Our (Commercial vs Enterprise) to build
low-code cloud native platform solves their Connected Business.
the hard-technical challenges, so you
can focus on the things that drive your OEM/ISV Partners: Partners can
business forward. white label or embed the Boomi
platform with their cloud software
• The magic of our platform is the Atom services to act as a hub for con-
— Our patented, lightweight runtime necting the applications and data in
engine allows your integrations to be their customers’ IT ecosystems.
deployed wherever needed: in Boomi’s
Atom Cloud; in a public or private cloud; GSIs and SIs: Systems Integrators
or on-premises. Multiple Atoms can be can build high-value technology
clustered as a Boomi Molecule to pro- and service packages on the
vide a high-scale, distributed processing Boomi platform to accelerate
runtime. delivery for their customers.

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 C O M PA N Y M E S S AG I N G

Key Characteristics of The Connected Business

Connect Everything Engage Everywhere Run Anywhere

Boomi exists to connect everything to- Boomi facilitates end-to-end business With our patented Atom technology,
gether: people, processes, applications, processes across any channel, device or you can deploy anywhere, whether it’s
data, devices and things. With billions of platform. Thousands of companies and on-premise, in the cloud or on the edge —
transactions, Boomi delivers a complete hundreds of partners rely on Boomi to online or offline.
fabric of connectivity across the globe. create customer journeys and automate
business processes.

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 P L AT F O R M M E S S A G I N G

What Makes the Boomi Platform Unique

Continuous Trust and Productivity Insights and

Innovation Compliance and Control Intelligence
Boomi’s growth has been With the industry’s best We understand the value of The value of the Connected
fueled by a long history of uptime, we take care of high productivity delivered Business is the intelligence
firsts, including: the first iPaaS, maintenance and upgrades from low-code integration that powers your decisions.
the first self-service EDI, the regardless of whether you’re development. We make it easy With all your applications
first cloud data hub, and the deployed on-premise, in the for IT and business to collabo- and data together in a unified
first to leverage multi-tenancy cloud or across a hybrid IT rate — both within their teams platform, you gain a 360-de-
as a shared community for landscape. Moreover, we and with each other. With a gree view of your business
collective intelligence. Boomi’s handle all of the tough tech- drag-and-drop UI, crowd- with insights to address critical
cloud-native, unified platform nical challenges — including sourced intelligence, pre-built business problems. You can
and its powerful, distributed security and compliance (such templates, and developer also do more with your data by
architecture allows you to as HIPAA, PCI, ISO 27001) — SDKs, Boomi increases your unlocking the power of artificial
scale and move to the cloud, so you can focus on driving agility and accelerates time-to- intelligence and machine
all the while supporting the your business forward. You get value. You don’t have to make learning.
realities of the enterprise. the benefit of a platform that the choice between high-pro-
is auto-healing, auto-updating ductivity and high-control. You
With 11 releases a year, our and smart. can have both.
customers always have access
to the industry’s most ad-
vanced integration capabilities.

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 BRAND PERSONALITY

How We Got Here

Our History

Boomi has been the pioneering leader Nucci, however, saw a new way forward Since Dell acquired Boomi in November
of application and data integration since for integration, what he termed “middle- 2010, Boomi has become the fastest
Rick Nucci founded the company in 2000. ware in the cloud.” Following his vision, growing acquisition in Dell’s history, as it
Driven by an obsession for helping our Boomi fully committed to the cloud and helps businesses from around the world
customers build connected businesses, created the Atom, our run-time engine that and across industries address their most
Boomi originally focused on ways to can manage integrations to connect your daunting integration challenges.
improve on-premise middleware appli- applications and data anywhere.
ances for orchestrating electronic data In 2017 Boomi acquired ManyWho, a low-
interchange (EDI) and B2B logistics. In 2010, Dell was actively looking to help code, cloud development platform which
customers bridge the old legacy systems automates workflows to connect people
But the watershed moment for Boomi and the new cloud applications. Inte- and processes with systems of record and
happened more than a half decade later. gration was the top issue for customers systems of engagement.
The Cloud had arrived. Though hard to grappling with the rapid changes the cloud
imagine in hindsight, most people were was bringing to enterprise IT operations. With our dedication to customer success,
unsure of this new technology and if it The answer was Boomi. Boomi has developed the industry’s
could meet the demands of enterprises. leading platform enabler for building
connected businesses.

2000 2007 2010 2017

Rick Nucci Boomi Atom Boomi ManyWho
founds Boomi is created joins Dell joins Boomi

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 WRITING PRINCIPLES

Content Style Guide

Guidance to create effective and engaging content in our Boomi communications
Approach Usage and Grammar Guidance
Explain technical terms and content and Concise: For clarity, are you saying what For your word choice, spelling, punctu-
don’t assume the breadth of knowledge you need to say efficiently with minimum ation or grammar, we follow a few basic
of your readers. Always write to the widest words, sentences and paragraphs? Get to guidelines.
possible audience and spell out acronyms your point as quickly as possible.
and provide context. Dell Boomi’s HQ is in the United States.
Concrete: Be specific and descriptive to The “voice” of our corporate communica-
Focus on the Four Cs help your audience understand what you tions and content follow American English
In all writing, strive for the Four Cs: clear, want to communicate. As a rule, avoid standard. As a global company, our con-
concise, concrete and compelling. cliché jargon and overused expressions. tent will be read by audience around the
world. We should be clear, conversational
Clear: Check (and ask others to help Compelling: Provide clear reasons, exam- and approachable in our communications.
you check) if your writing is clear. Does ples, and explanations for why someone
the logic of your content flow from one should care about the topic. How does If you have any questions or need further
idea to another? Are you using common, this issue affect your readers? What prob- help developing your content, please
plain-speaking words (vs vernacular)? Can lems is it causing or in what way could it contact Charles Waltner, Boomi’s content
a complicated sentence be simplified or help the reader? marketing manager.
split into shorter sentences?

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 A D D I T I O N A L I N F O R M AT I O N

Resources and Links

Quick reference on where to find files you might need
• Boomi logos for print and screen use
• Updated 2018 PowerPoint template

• Stock Photos on Google Drive

• Boomi Wiki: wiki.boomi.com
• Engaging with Brand Marketing: How to make Creative, Web and Video Requests

24 QUESTIONS? [email protected] | LAST MODIFIED May 29, 2018