The TimeXtender Brand Guide

Our Brand Story

Time is Scarce. Time Matters.

As a founder of an IT consultancy business, Heine Krog Iversen found that giving businesses access to data was a tedious, expensive and time-consuming task. His consultant’s time was filled with repetitive coding tasks at each customer site. Then they frequently handed projects over to other employees, which was also very time-intensive because of the multiple, intricate, hand-coded scripts. It was also expensive and time-consuming for the customers, as they poured money into data projects with long implementation times and demanding resource upkeep.

These frustrations lead Heine and then Chief Data Architect, Thomas Christiansen, to investigate an automated solution with the least possible demand for individual hand-coding. From an IT point of view, they found that the hand-coding tasks involved in the process of extracting data were the same no matter the size or type of business. With this revelation, Thomas began developing a tool that would automate this process, ultimately making it more time-effective and standardized.

Heine saw the global potential in the tool and how it could become a true time-saver and game-changer in data management. So, he founded TimeXtender in 2006 to dedicate his time to developing and marketing a platform that automates the data management cycle. The cost savings are evident as the platform has proven to be more than 10 times faster than the traditional approach.

Because, ultimately, time matters.

Tone of Voice

The Sage voice is Human, Confident, Rational, Inspirational, Compassionate and Original. Our brand voice aims to weave wisdom with a spirit of confidence and fearlessness. We communicate in a professional and trustworthy way, without sounding "corporate boring".

TimeXtender adheres to the rules and guidelines set forth in the AP Style Guide. Anyone who writes or edits material for TimeXtender - blogs, websites, newsletters, or other communication material - should refer to this guide. Use this style guide for questions regarding capitalization, punctuation, grammar, numbering, and general naming conventions.

Our tone of voice is all about bringing our brand personality to life; and it’s especially about being human at its core, just like our teammates, partners, and customers (are human).

We've created WriteXtender, our very own intelligent writing assistant (you'll need a ChatGPT Plus subscription). Remember, this is a writing assistant. Make sure to double-check the outputs.
 

Our Visual Style

Scandinavian Minimalism

There is power in simplicity, so we strive to focus on what really matters. We use a grid to align text, photos, and elements in a layout. We use a hierarchy of information (Headlines, Subheads, body copy) to provide the audience with direct access to the information. We keep text to a minimum (less is more) and make sure it is powerful and to the point. Lastly, we use the scale of the images (large, medium, and small) to provide visual intrigue and emotional impact. Our utilitarian, clean and functional layouts aim to inform and inspire by being aesthetically pleasing and effective.

Core Logo

We prefer to have our logo displayed in its main colours presented above to ensure that it is most recognizable (but for those occasions where that's not possible, we've included a black and grayscale version in the Logo Kit above). 

In print, the Core logo should never appear smaller than .125” tall (4.2mm), and on screen, it must appear at least 12px tall. The Isolated X logo in print should never appear smaller than .25” tall (6.4mm), and on screen it must appear at least 18px tall.

Primary Colors

Colors define a mood and give a sense of character to our brand. We have selected three primary colors: orange - which grabs attention and signifies confidence - white - which denotes clarity and simplicity - and a grey - which allows contrast.

Secondary Colors

The dusty blue colors emanate our Nordic influence while simultaneously expressing a more business-focused tone. The blues should be used for font colors or in small doses so as not to take focus away from our primary brand colors.  

Accessible Color Combinations

Make sure to have enough contrast between the font color and the background so it's easy to read the text. Our Grey and Dark Blue have a high contrast on White backgrounds; however, the Orange can be difficult to read on White, so use it sparingly and only in bigger font sizes. 

Use the WebAIM tool if you need help with color contrast.

Text Formatting Recommendations

Knowing how to format text helps to make written work look consistent and professional. Formatting can also add emphasis, style, or additional meaning to text.

To align with Sage's distinctive voice, we advocate for the adoption of lighter font weights and Title Cases in all headlines. This approach involves capitalizing the first letter of each word, imbuing our headers and titles with an air of confidence and professionalism.

Employ bold typeface and CAPITAL LETTERS sparingly, allocating them primarily for calls to action and key points of emphasis.

Imagery & Iconography

Visuals support our messaging and create interest. It is very important that they are clear, easy to understand and make our brand recognisable. The photos, illustrations and icons we use should align with our voice.

Social Media

Branded visuals and a recognisable company voice shape our online presence. On our social profiles, you will see a combination of content about our product, highlights of our company culture, and behind-the-scenes stories from the Xpeople. To reach more people and drive deeper engagement with our content, we often tag our partners and other relevant business accounts in our posts. We also use a selection of relevant hashtags to attract audiences that follow topics related to our business. 

Hashtags

The hashtags may vary within each platform, but every post will include a set of them describing our product, our company, our culture, or industry-wide hot topics, like these: 

#TimeXtender | #BecauseTimeMatters | #DataMindHeart | #Xpeople | #Xtend | #DataEstate | #DataWarehouse | #DataEngineer | #DataScientist | #DataAnalyst |  #DataTrends | #BusinessIntelligence |  #TechIndustry

With Partners

Our partnerships are formed with the understanding that a win for our partners and end users is a win for TimeXtender. Our software gives our end-users and partners the time to make the right decisions for their business and team.