Flexo

Used in graphics and stylized text. Regular weight on top, demi-bold weight on the bottom (used in the Acxiom logo). Shown at 18pt, #444444.

Helvetica

Used on the web and for body text. Shown at 18pt, #444444.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()_+

Lucida Consol

Used to show monospaced text (code snipets, etc). Should cascade from Lucida Console to Monaco to monospace. Shown at 18pt, #444444.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()_+

The fonts should cascade from Helvetica to Arial to any Sans Serif font. We are using the standard, system version of the fonts. We are not downloading any special fonts to use for typography.

Sample Page Title

Helvetica, Bold, 18px, Title Case, #444444

Sample Container Title

Helvetica, Bold, 15px, All Caps, #444444

Sample Header

Helvetica, Bold, 13px, #444444

Sample default text. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Helvetica, Regular, 13px, line height (leading) 18px, #444444

Sample large default text. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Helvetica, Regular, 15px, line height (leading) 20px, #444444

This is a sample hyperlink within a sentence. This is an example of a visited hyperlink.

Active: #0177ae
Hover: Underline
Visited: #81287c

This is a sample hyperlink within a sentence on a dark background. This is an example of a visited hyperlink.

Active: #cde2eb
Hover: Underline
Visited: #ebcce9

Acxiom Brand Personality

Trustworthy, Agile, Innovative, Inquisitive, Authentic.

Acxiom Brand Essence

Strenghen connections between people and partners. Benefits to both business clients and consumers.

Tone and Manner

As Acxiom communicates its messages to a variety of audiences, it's important that we maintain a single, branded voice. This guide is created to aid writers, brand managers and others crafting Acxiom content in staying on voice and on message, regardless of audience, geography or industry.

The thinking behind the voice

Acxiom is recognized for delivering smart solutions to marketers and brands and, in doing so, helping make them smarter. But our real genius lies in our ability to help them become geniuses in using their marketing data, creating strategies, engaging with their customers, and meeting their own marketing goals. So while that makes us intelligent, it keeps us modest.

We're never arrogant or "salesy." Instead, we focus on attributes that reinforce a relationship with readers, where Acxiom not only understands them, but also is determined on their behalf. It's important to bear in mind that we build relationships with brands and marketers with a strong sense of purpose - their purpose, first and foremost, not ours.

Tone of voice

Our brand personality is expressed through our tone of voice. The way our clients interpret the brand is reinforced in everything we do and say. We are committed to making it easy for our audiences to understand us by avoiding industry jargon and confusing terms. In keeping with our brand personality, this means making language simple wherever possible without weakening the power of our words. As Einstein said, "everything should be made as simple as possible, but not simpler."

The Acxiom brand has an informal style that is smart, grounded and approachable. Which is why Acxiom's tone is distinct, whether it's on-screen or in print. This is the written expression of our brand personality as an intelligent but approachable leader. The same qualities describe both the Acxiom voice and visual style.

Our voice must be clear and consistent to help identify and strengthen our brand across all audiences worldwide. So, as you write, remember that achieving the Acxiom tone of voice is more than merely using proper grammar. It's a matter of achieving a distinct style and presence. These brand qualities will help our personality come through again and again.

Imagery

The Acxiom brand must use imagery (photos and illustrations) to stand out with a bold and differentiated look and feel that none of its competitors have. At the same time, it should stay away from cliched data imagery. Images should convey the key concepts of the brand personality and brand essence in an intriguing and unique way. The following three imagery directions are not yet set in stone, but can serve as inspiration as the brand continues to build.

Type 1 - consumers + data

One preferred direction is a photo/illustration combination that connotes a "big idea" of data organized to build a full picture of consumers that can be perceived as positive to businesses and consumers alike. See examples:

Type 2 - lives in motion

A second approach to imagery is to show people in motion and partially out of focus to connote the dynamic, ever-changing lives of consumers. The message here is that Acxiom is able to "keep track" of consumer data to help transform businesses. See examples:

Type 3 - connected consumers

Another approach to imagery is people using technology in their daily lives (shopping, social media, etc.) to show how Acxiom captures all forms of data, especially digital. The imagery should also have the side benefit of consumers being connected to brands and relevant offers. See examples:

- From the 2013 Acxiom Brand Guide.