BRAND APPLICATION MANUAL SYKES LATAM

1

BRAND APPLICATION MANUAL This manual will guide the SYKES Latam Marketing and Communication’s teams on the correct use of our brand. Inside this document you will find templates, typefaces and design elements that should be present in our communication. This way all of our teams will have a more efficient messaging system while building a strong brand.

2

INDEX Section 1: SYKES Brand • • • • • •

SYKES Corporate Logos Fonts SYKES Colors LATAM Brand Architecture Culture Collaterals 40 Anniversary

Section 2: Internal Communication Elements • • • • • • • •

3

Size & Specifications Business Cards Email Etiquette E-Mail Headers Regional Top Communicators Human Capital Programs Blue Print Sourcing Campaign

INDEX

Section 3: Visual Merchandising and Promotional • Badges • Site Visual Merchandising • Promotional and Account’s T shirts

4

Section 1

SYKES Brand 5

6

Corporate Logo Brand Book

7

Corporate Logo Brand Book

FONTS Header/Body Selection SYKES official font is the Proxima Nova Family. SYKES LATAM has additional fonts for internal use. Header fonts will not be used for body texts.

Body Fonts

Header Fonts *

• Proxima Nova Family • Omnes •

• • Olivier • •

*

* This font applies the letter C & W in brush stroke, use the Uppercase W and Lowercase C for better understanding

8

LATAM fonts BAM

COLORS Primary Palette

9

Color Palette Brand Book

COLORS Secondary Palette

10

Color Palette Brand Book

BRAND ELEMENTS LATAM Brand Architecture

11

Brand Architecture BAM

CULTURE COLLATERALS Purpose Statement: Full Color & SYKES Blue Our purpose statement can be used in a full color Uppercase version, as well as a SYKES Blue lowercase version. Both of them are written in Proxima Nova. When placing the purpose statement in other formats or fonts, teams must send designs, for approval from your Regional Communications Office.

WE HELP PEOPLE, ONE CARING INTERACTION AT A TIME

We help people, one caring interaction at a time. Spanish Translation: En cada interacción, ayudamos cordialmente a las personas. Portuguese Translation: Em cada interação, ajudamos cordialmente as pessoas.

12

Purpose Statement BAM

CULTURE COLLATERALS Tagline Our LATAM Tagline: Work. Learn. Grow. will be used internally with this new three color image using our secondary color palette. It will be applied in Visual Merchandising and Internal Communication. When the tagline is used for Sourcing purposes, we will add a hashtag to promote engagement in social media. #worklearngrow

13

WLG BAM

CULTURE COLLATERALS Mission and Vision | English

MISSION To significantly improve the business of our clients and help consumers find and use the products and services they need by combining the power of machine intelligence with human ingenuity to modernize, optimize and integrate customer touchpoints across the commerce value chain.

VISION To be known throughout the world as a company that creates meaningful connections between brands and consumers, makes a positive impact in the lives of our people, and is a responsible and respected corporate citizen.

14

Mission Vision BAM

CULTURE COLLATERALS Mission and Vision | Spanish

MISSION Mejorar significativamente los negocios de nuestros clientes y ayudar a los consumidores a encontrar y utilizar los productos y servicios que necesitan, combinando el poder de la inteligencia artificial con el ingenio humano para modernizar, optimizar e integrar los puntos de contacto del cliente en toda la cadena de valor comercial.

VISION Ser una empresa conocida en todo el mundo por crear conexiones significativas entre marcas y consumidores al generar un impacto positivo en la vida de nuestra gente y ser reconocido como un ciudadano responsable y respetado.

15

Mission Vision BAM

CULTURE COLLATERALS Mission and Vision | Portuguese

MISSION Melhorar significativamente os negócios dos nossos clientes e auxiliar os consumidores a encontrar e a utilizar os produtos e serviços de que precisam, combinando o poder da inteligência artificial com a habilidade humana, de modo a modernizar, otimizar e integrar os pontos de contato dos clientes em toda a cadeia de valor comercial.

VISION Ser uma companhia conhecida em todo o mundo por criar conexões significativas entre as marcas e consumidores, ao gerar um impacto positivo na vida de nossas pessoas e por atuar como uma empresa cidadã responsável e respeitada.

16

Mission Vision BAM

COLLATERALS Office Supplies •

17

Folder - Internal flap 8.5’ x 11’

•

Notepad 5.5’ x 8.5’

•

Name Tenants

Office Sup. BAM

COLLATERALS Office Supplies •

Notebook - Internal pocket

Front

18

Back

Branded paper design Office Sup. BAM

COLLATERALS Meetings & Event Branding

Roll Up Banners Option 1: Purpose Statement, ideal for internal and cultural events

Option 2: SYKES Logo repetition. Ideal for branding events and Public Relations

19

Office Sup. BAM

COLLATERALS Client Visit Agenda – V1

Production recommendations for special events: Measures 8.5‘ x 7‘ - Legal Size – ESSE® Papers (Pearlized White) 20

Office Sup. BAM

COLLATERALS Client Visit Agenda – V2 Text Format • Font: Proxima Nova

• Country – 24 pts • Name of the Event & Date – 15 pts • Location & Date: 11 pts • Agenda details – Attendees: 10 pts

21

Office Sup. BAM

COLLATERALS Power Point Presentations

A PPT presentation has been developed for use across departments, regions and audiences; the template has built –in flexibility options for customization. By using this template, everyone, whether a client in Manila, a recruit in Costa Rica or an investor on Wallstreet, will know we are speaking as SYKES. More detail at SYKES Corporate Brand Book

22

PPT Template BAM

COLLATERALS Power Point Covers – V1

V1 LATAM Power Point Presentations have 5 covers.

23

PPT Template BAM

COLLATERALS Power Point Covers - 2

V2 LATAM Power Point Presentations have 5 NEW covers + 3 from the latest version.

24

PPT Template BAM

COLLATERALS Power Point Covers – V2 You can also customize the cover as you prefer Instructions

1.

Select the phrase and Copy (Ctrl + C)

2.

Erase the text Box

3.

Paste (Ctrl + V) at the space indicated of the cover ‘ Place Here’

1

25

2

3

PPT Template BAM

Section 2

Internal Communication Elements 26

INTERNAL COMMUNICATIONS SPECIFICATIONS Standard Size & Layout All internal communication must have standardized size to fit the space and guarantee a correct resolution. E-Mail Blasts • The standard size of the e-mail blast is 1280px / 720px in horizontal format and 720px / 1280px in vertical layout • Do not place a light gray 1mm border stroke to outline the communication through Outlook, this reduces the resolution of the image. If you need to place a gray line, this must be part done in Illustrator NAVORI • When designing for NAVORI, the standard size is 1280px / 720px

Backgrounds • All backgrounds must should have a predominant white color background and flat design All images must be saved images in .JPG format / Color mode: RGB / Resolution: 150ppi (mail, slides, Navori). E-mail blasts will be saved in 100ppi, .JPG considering the pixels for the new templates. This will help to avoid sending heavy images.

27

Size Specif. BAM

INTERNAL COMMUNICATIONS ELEMENTS Size & Layout of Digital Communication

28

Size Specif. BAM

INTERNAL COMMUNICATIONS ELEMENTS Lower Stripe Options: Color Internal communication has a lower stripe with logo on the left hand corner. This element can be applied in 2 colors, the gray and the SYKES blue.

Size of lower stripe: 1280x55.8 px Size of logo 88.5x29.2

29

Size Specif. BAM

INTERNAL COMMUNICATIONS ELEMENTS Lower Stripe Option 1: Solid Block

Block Style Stripe will be used for the following communication: • • • • • • • •

30

Sourcing Social Media Posts Medical Services EPAP LEAP Internal Promotions - New Hires WFM Communicates Admin Advisory

• • • • • •

Finance – Payroll – Transportation – OHS – Brigade Brilliant Minds Human Resources Accounts / Site Anniversary 5-10-15 Years Employee Celebrations Notes from our Leaders

Brand Architecture logos should not be placed in the block stripe. Size Specif. BAM

INTERNAL COMMUNICATIONS ELEMENTS Lower Stripe Options: Brush Stripe

Brush Stripe To be used for the following communications • SYKES Points • Wellness • Special Events (Family Day - Pig Parade - CSW) • Refer a Friend • Compensation & Benefits • ComprometeRSE Brand Architecture logos should not be placed inside the Brush Stripe.

31

Size Specif. BAM

INTERNAL COMMUNICATIONS ELEMENTS Elements Inside the Stripe New purpose statement in lowercase blue, will be placed inside the lower stripe on culture campaigns such as: • • • •

CSW Summer Week Holidays and Special Celebrations Internal Salutes: Independence Day, Engineers’ Day, etc.

We help people, one caring interaction at a time. Font: Proxima Nova - Semibold | Size: 20pt

32

INTERNAL COMMUNICATIONS ELEMENTS Sender’s Logos Placement Sender’s Logo Placement When creating a communications related to any of the Brand Architecture, the logos should be placed in the upper left hand corner.

33

Size Specif. BAM

INTERNAL COMMUNICATIONS ELEMENTS Sender’s Logos Placement Examples

34

Size Specif. BAM

INTERNAL COMMUNICATIONS ELEMENTS E-mail Etiquette

“SYKES E-mail Etiquette” material:

• Email Blast • Word file with the standard corporate e-mail signature Do not modify this file.

35

Email Etiquette BAM

INTERNAL COMMUNICATIONS ELEMENTS SYKES Leaders Forum | Communications Guide

The SYKES Leaders Forum (SLF) Communications Guide is delivered to the participants of the SLF and is elaborated to facilitate the cascading down of information to other members of the organization.

36

SLF Guide BAM

HEADERS Use of Upper Headers

Size of Header: 891x165 px | Resolution: 155 ppi

Headers will be used for all those e-mail announcements that need to place the information in the body of text, such as Internal Promotions. Body of text Specifications • Font: Arial / Proxima Nova Header: 16 / Body: 12 pts • Color Code Subtitles: R: 3 G: 155 B: 229 Titles & Texts: R: 77 G: 77 B: 77

37

E-mail Headers BAM

HEADERS Internal Communications

Size of Header: 891x165 px | Resolution: 155 ppi Text • Font: Arial / Proxima Nova

• Color Code

38

E-mail Headers BAM

SYKES POINTS Campaign 2019

Font: Proxima Nova

Color Palette:

Blue: Strength & Loyalty 39

Top Comm. BAM

CARING LEADER Campaign 2017

Font: Proxima Nova

Omnes Color Palette:

Purple: Royalty, Wisdom 40

Top Comm. BAM

G4 – GOLDEN AGENTS Campaign 2017

Font: Proxima Nova

Color Palette:

Yellow: Prosperity, the color of intellect 41

Top Comm. BAM

LEAP Campaign 2019

Font: Proxima Nova

Color Palette:

Multi color 42

Top Comm. BAM

ADMINISTRATION Campaign 2017

Font: Proxima Nova

Color Palette:

Blue / Gray: Reliable & responsible 43

Top Comm. BAM

WE HEARD YOUR VOICE Communication

44

Top Comm. BAM

PAYROLL Campaign 2017

Font: Proxima Nova

Color Palette:

Blue / Green: Stability 45

Top Comm. BAM

INTERNAL PROMOTIONS Campaign

Font: Proxima Nova

Color Palette:

Blue: Intelligence, trust & loyalty 46

Top Comm. BAM

MEDICAL SERVICES Communication

Font: Proxima Nova

Omnes Color Palette:

Blue: Peace, trust & loyalty 47

Top Comm. BAM

EMERGENCY BRIGADE Communication

48

Top Comm. BAM

CAFETERIA Communication Refresh

Font: Proxima Nova

Oliver Color Palette:

Yellow: Freshness | Red: Desire 49

Top Comm. BAM

WE CARE ABOUT U | C&B Communication

Font: Proxima Nova

Color Palette:

Blue: Loyalty & Intelligence 50

Top Comm. BAM

CHATBOT Communication

51

Top Comm. BAM

APP Communication

52

Top Comm. BAM

COMPROMETERSE Communication

Font: Omnes

Oliver

Color Palette:

53

Blue: Loyalty & Intelligence | Red: Action

Top Comm. BAM

HUMAN CAPITAL SPECIAL PROJECTS Oxygen Kit

WE HELP PEOPLE, ONE CARING INTERACTION AT A TIME

54

HC&C Comm. BAM

HUMAN CAPITAL SPECIAL PROJECTS On boarding Process

55

HC&C Comm. BAM

HUMAN CAPITAL SPECIAL PROJECTS Info Charts

56

PERFORMANCE EXCELLENCE SPECIAL PROJECTS Blue Print Sample – 80 info charts

57

HC&C Comm. BAM

SOURCING Campaign Specifications Photography • • • •

Individual pictures Model casting: youthful / different / fun / natural / daring Horizontal portrait, American frame shot to allow different adaptations Background: walls with smooth and light textures, colorized accordingly to subject and SYKES color palette

Fonts | Text • • • • •

DK Buntaro font in header with a slight curve effect for organic movement Proxima Nova font for body text (Bold – regular - italic) Headers: 6 words maximum Body text is to be kept to a minimum use #WORKLEARNGROW must be present in all of the material, unless the space is too small to be used

Graphics • SYKES Cherry Blossom Tree: 30% Opacy - 15% out of the whole composition • Include Social Media icons accordingly 58

Sourcing BAM

SOURCING – COPY Headers & Variations Campaign Headers • • • • • • • • • • • • • • • 59

Love Mondays Smile at Work Enjoy the Ride Defy the norm Job Fair Do what you love Be yourself Don’t settle for less Challenge yourself Face the challenge Get Hired Love my bonus Open House Evolve with us Meaningful experiences

• • • • • • • •

This is the place No experience needed Stay real Live the SYKES Experience Relaxing is allowed Fun comes with the job Make yourself at home Work. Play. Study

Call to Action • • • • • •

Interested? Of course your are Ready to begin your career? Apply Now/ Here Ask your recruiter #workleargrow #SYKESexperience Sourcing BAM

SOURCING CAMPAIGN Examples – V1

60

Sourcing BAM

SOURCING CAMPAIGN Examples – V2

61

Sourcing BAM

SOURCING CAMPAIGN Examples – V3

62

Sourcing BAM

SOURCING CAMPAIGN Examples – V4

63

Sourcing BAM

SOURCING – GOOGLE ADS Examples – Tech Campaign

64

Sourcing BAM

SOURCING Examples – Tech Campaign V4

65

Sourcing BAM

SOURCING – BILLBOARDS Examples

66

Sourcing BAM

SOURCING – MUPIES/OUTDOOR Examples

67

Sourcing BAM

SOURCING – FACEBOOK

| COVER AND POSTS

20% text

68

Sourcing BAM

SOURCING – PRINT MEDIA Newspaper & Magazine

69

Sourcing BAM

SOURCING – JOB FAIRS POP Material

70

Sourcing BAM

SECURITY Country Leaders Guide

71

Security BAM

SECURITY Fraud Material

72

Security BAM

SECURITY Crisis Emergency Communications

73

Security BAM

CELEBRATIONS Account Anniversary

74

Celebrations BAM

CELEBRATIONS Birthday

75

Celebrations BAM

USE OF SYKES COLOR PALETTE Internal & External Communication Do not use any of the colors selected in the red box (bottom colors of the scale) in any new internal or external communication. All designs in the BAM & Logos that have the use of these colors will be maintained as they have been pre-approved and are used in small doses. This applies mainly to local designs, local production of merchandise and promotional items.

76

Section 3

Visual Merchandising and Promotional 77

SITE VISUAL MERCHANDISING Purpose Statement Wall

78

Site BAM

SITE VISUAL MERCHANDISING Purpose Statement Wall

79

Site BAM

SITE VISUAL MERCHANDISING Walls • Work.Learn.Grow

• Mission | Vision

New Mission/Vision

• SYKES LATAM Tree

80

Site BAM

SITE VISUAL MERCHANDISING Walls

• Training Room

• Break Room

• Cafeteria: Good Food Good Friends

81

Site BAM

SITE VISUAL MERCHANDISING Tech Walls

• Tech Training Room – Cisco Oriented

• Tech Break Room

• Tech Coffee Station

82

Site BAM

SITE VISUAL MERCHANDISING SYKES Academy

83

Site BAM

VISUAL MERCHANDISING Back Wall

SYKES Logo repetition + Employee Value Proposition. Ideal for branding events and Public Relations

84

Site BAM

VISUAL MERCHANDISING Nursery Room

85

Site BAM

BADGE DESIGN

86

Badges BAM

EMPLOYEE RECOGNITION – ANNIVERSARY CERTIFICATES

87

Certificates BAM

PROMOTIONAL ITEM BRANDING SYKES Give Aways

•

Do’s

Branded Give Aways SYKES logo color code

Don’t Do not use SYKES in black or other colors (only if necessary)

88

PROMOTIONAL ITEM BRANDING SYKES t-shirt

Branded Clothes Logo Location SYKES logo can be place at the front, back, or right side on the chest. Do not use SYKES and client logos on apparel on the same printing area. To protect and honor our clients confidentiality agreement, their logo should be on the back to avoid showing on selfies. For more information contact your local Risk Management Team.

89

BOILERPLATE LANGUAGE

SYKES has standard boiled plate language that is consistent throughout all of our communications tool from press releases and information marketing pieces to our website and social media channel. Details such as contact center can change periodically, so before applying the boilerplate, always check the Brand Center for the last version. SYKES is a global outsourcer, providing customer engagement services to Global 2000 companies. With global headquarters in Tampa, Florida, SYKES’ sophisticated solutions satisfy the needs of major companies around the world, primarily in the communications, financial services, technology, and healthcare industries. SYKES’ differentiated endto-end service framework effectively engages consumers at key touch points in the customer lifecycle. With over 70 contact centers and 54,000 people, our resources include onshore, near-shore and offshore locations, as well as 7000+ home-based agents. The assistance SYKES provides to customers through multiple channels (voice, email, chat, social, SMS and self-help), and in many languages, maximizes customer experience and loyalty for clients. For additional information please visit www.sykes.com.

90

Together we

If you have questions or need clarify please contact your Local Communication Office or the LATAM Regional Communication Office 91