Brand Book

Explore our Brand

Table of Contents

Good Design is Good Business
Thomas Watson, Jr.
Table of Contents

About

The blue.works brand represents a decade of expertise in application lifecycle management and quality service that empowers our customer’s business transformation. 

We strive to convey our values and qualities in the work we do and our public presentation. Our very own communication style and design language: 

Introducing «Alpine Ice».

Our Mission

We empower our customer’s digital transformation through exceptional, innovative, and end-to-end application lifecycle management and business transformation solutions.

Our Values

As an interdisciplinary team, we cover all areas of the Application Lifecycle. We work closely and transparently with each other within blueworks, our partners and customers to implement the best solutions. We actively involve our customers in the implementation of their requirements, advise them, assist them and understand how to adapt best practices to the customer’s situation when needed with the goal to implement holistic business transformations solutions. 

We always have our finger on the pulse and actively shape the further development of tools.

As a basis for this, we live a feedback culture and accept failure as a learning opportunity. We constantly check whether we are on the right track and correct mistakes as soon as we recognize them – both at the level of each individual, the team, management and the company as a whole.

We share responsibility, we share success and we share knowledge.

Our Target Audience

We recognize that we have multiple target audiences we need to address. We keep our communication clear and understandable for each persona: The CIO, the SAP Technology Lead, the Head of SAP Competence Center and the Project Lead, and our Partners.

With the CIO we communicate in common IT terms, elaborate complex contexts by using industry terminology and best practices. The SAP Basis Lead is familiar with SAP®-specific terminology and concepts. We approach them from an educational perspective. Whilst project leads require a more business centric, almost entrepreneurial approach.

In the end, the blue.works communication style brings together all stakeholders with a common understanding of the problem, the language used, and the proposed solutions.

About

Visual Guidelines

Every great design begins with an even better story.
Lorinda Mamo

Our Claim

Certified
Business Transformation
Professionals. 

Our claim is our promise to our customers: We are experts at what we do, we have the experience and credentials to prove it, and we always deliver professional results.

Brand Colors

As an homage to our home and history, we draw inspiration from the ice and fauna of the Swiss Alps.

The Rhone Glacier

Inside the Rhone Glacier

Lake Champfèr

Primary Colors

blue.works Blue

Pantone® 2133 C

HEX #1D57A5

RGB 29, 87, 165

Light Ice

Pantone® 2985 C

HEX #5BC2E7

RGB 91, 194, 231

Spring Stem

Pantone® Green C

HEX #00AB84

RGB 0, 171, 132

Spring Petal

Pantone® 7549 C

HEX #FFB600

RGB 255, 182, 0

Spring Pistil

Pantone® 226 C

HEX #D00070

RGB 208, 0, 112

Secondary Colors

Snow

HEX #FFFFFF

RGB 255, 255, 255

Alpine Ice

HEX #F1F4F7

RGB 247, 247, 247

Deep Glacier

HEX #003057

RGB 0, 48, 87

Digital Only Gradient Backgrounds

Primary Gradient

Linear

Angle 45°

HEX #1D57A5 #256ED0

Secondary Gradient

Linear

Angle 135°

HEX #1D57A5 #003057

Font

“From all the experiences the most important thing I have learned is that legibility and beauty stand close together and that type design, it its restraint, should be only felt but not perceived by the reader.” – Adrian Frutiger

Averta is used by blueworks exclusively for website-related topics.

Aptos is used by blueworks for all documents created within the company.

Website Only Typography Website

  • Headings
    Color: blue.works Blue
    Line Height: 1.4
    Font Weight: 700
    Opacity: 100%
    Heading 1: 40px
    Heading 2: 36px
    Heading 3: 30px
    Heading 4: 24px
    Heading 5: 22px
    Heading 6: 18px
  • Lead
    Color: Deep Glacier
    Font Size: 18px
    Line Height: 1.5
    Font Weight: 600
    Opacity: 100%

    Aenean sed luctus felis. Integer nec luctus augue. Phasellus ac semper ante. Vivamus nec lacinia arcu, a consectetur odio. Suspendisse eget libero nibh. Nullam condimentum ullamcorper libero, nec mollis leo bibendum eu. Nulla sed cursus dolor. Nulla non ligula et dui euismod malesuada. Nulla faucibus faucibus libero, eget ornare lorem mollis sit amet. Praesent vel metus id ex molestie tincidunt. Proin porta augue ultricies lobortis volutpat. Vivamus eget lacinia nibh. Maecenas ex dui, facilisis et fermentum at, fermentum ac diam. Etiam vestibulum nibh nisi, ac rhoncus est luctus vitae.

  • Body
    Color: Deep Glacier
    Font Size: 18px
    Line Height: 1.5
    Font Weight: 400
    Opacity: 80%

    Aenean sed luctus felis. Integer nec luctus augue. Phasellus ac semper ante. Vivamus nec lacinia arcu, a consectetur odio. Suspendisse eget libero nibh. Nullam condimentum ullamcorper libero, nec mollis leo bibendum eu. Nulla sed cursus dolor. Nulla non ligula et dui euismod malesuada. Nulla faucibus faucibus libero, eget ornare lorem mollis sit amet. Praesent vel metus id ex molestie tincidunt. Proin porta augue ultricies lobortis volutpat. Vivamus eget lacinia nibh. Maecenas ex dui, facilisis et fermentum at, fermentum ac diam. Etiam vestibulum nibh nisi, ac rhoncus est luctus vitae.

Documents Only Typography Documents

  • Headings
    Color: blueworks Blue and Light Ice
    Line Height: 1.2
    Opacity: 100%

    Heading 1: 19pt
    Heading 2: 16pt
    Heading 3: 13pt
    Heading 4: 13pt

  • Lead
    Color: Deep Glacier
    Font Size: 10pt
    Line Height: 1.2
    Opacity: 100%

    Aenean sed luctus felis. Integer nec luctus augue. Phasellus ac semper ante. Vivamus nec lacinia arcu, a consectetur odio. Suspendisse eget libero nibh. Nullam condimentum ullamcorper libero, nec mollis leo bibendum eu. Nulla sed cursus dolor. Nulla non ligula et dui euismod malesuada. Nulla faucibus faucibus libero, eget ornare lorem mollis sit amet. Praesent vel metus id ex molestie tincidunt. Proin porta augue ultricies lobortis volutpat. Vivamus eget lacinia nibh. Maecenas ex dui, facilisis et fermentum at, fermentum ac diam. Etiam vestibulum nibh nisi, ac rhoncus est luctus vitae.

  • Body
    Color: Deep Glacier
    Font Size: 10pt
    Line Height: 1.2
    Opacity: 100%

    Aenean sed luctus felis. Integer nec luctus augue. Phasellus ac semper ante. Vivamus nec lacinia arcu, a consectetur odio. Suspendisse eget libero nibh. Nullam condimentum ullamcorper libero, nec mollis leo bibendum eu. Nulla sed cursus dolor. Nulla non ligula et dui euismod malesuada. Nulla faucibus faucibus libero, eget ornare lorem mollis sit amet. Praesent vel metus id ex molestie tincidunt. Proin porta augue ultricies lobortis volutpat. Vivamus eget lacinia nibh. Maecenas ex dui, facilisis et fermentum at, fermentum ac diam. Etiam vestibulum nibh nisi, ac rhoncus est luctus vitae.

Visual Guidelines

Communication Guidelines

Language and Grammar

  • English

    Style: New York Times Style Guide

    Grammar: American English

  • German

    Style: Duden, Schweizerhochdeutsch

    Grammar: Swiss German, Sie-Form (Employer Branding: Du-Form)

Product and Service Names

  • blueworks AG

    When referring to blueworks as a company and / or legal entity.

  • blue.works®

    When referring to blue.works services, products and offerings. When used in daily communication.

  • alm360®

    Next-generation ALM Offerings consisting of products and managed services:

  • alm360 Foundation

  • alm360 Implementations

  • alm360 Operations

  • alm360 Hub

  • alm360 Test

  • alm360 Extend

Note: When reffering to registered trademarks, such as alm360 or blue.works, add the ® as subscript to the first mention only.

For third-party marks, please refer to the guidelines layed out by the corresponding owner.

Email Signatures

  • First Last
    Job Title

    +41 XX XXX XXXX
    first.last@blue.works

    blueworks AG
    Oberallmendstrasse 18 | 6300 Zug | Switzerland

    Certified 
    Business Transformation
    Professionals. →

    Upcoming out of office: DD.MM. – DD.MM.YYYY (Omit it no OOO planned)

    The information transmitted is intended only for the person or entity to which it is addressed and may contain confidential and/or privileged material. Any review, retransmission, dissemination or other use of, or taking of any action in reliance upon, this information by persons or entities other than the intended recipient is prohibited. If you received this in error, please contact the sender and delete the material from any computer.

  • First Last
    Job Title

    +41 XX XXX XXXX
    first.last@blue.works

    The information transmitted is intended only for the person or entity to which it is addressed and may contain confidential and/or privileged material. Any review, retransmission, dissemination or other use of, or taking of any action in reliance upon, this information by persons or entities other than the intended recipient is prohibited. If you received this in error, please contact the sender and delete the material from any computer.

  • First Last
    Job Title

    +372 XXXX XXXX
    first.last@blue.works

    blueworks (Nordics) OÜ
    Valukoja 10 | 11415 Tallinn | Estonia

    Certified 
    Business Transformation
    Professionals. →

    Upcoming out of office: DD.MM. – DD.MM.YYYY (Omit it no OOO planned)

    The information transmitted is intended only for the person or entity to which it is addressed and may contain confidential and/or privileged material. Any review, retransmission, dissemination or other use of, or taking of any action in reliance upon, this information by persons or entities other than the intended recipient is prohibited. If you received this in error, please contact the sender and delete the material from any computer.

  • First Last
    Job Title

    +372 XXXX XXXX
    first.last@blue.works

    The information transmitted is intended only for the person or entity to which it is addressed and may contain confidential and/or privileged material. Any review, retransmission, dissemination or other use of, or taking of any action in reliance upon, this information by persons or entities other than the intended recipient is prohibited. If you received this in error, please contact the sender and delete the material from any computer.

Out of Office Replies

Dear Sender,

Thank you for your email. I am currently out of the office until {End Date}. I will respond as quickly as possible after my return.

In urgent cases please contact support@blue.works.

Kind regards,

First Last

Social Media

  • Business News and Marketing

    LinkedIn

    XING

    Youtube

    Press and Tech Blogs

  • Employer Branding

    LinkedIn

    XING

    Instagram

    facebook

Communication Guidelines

© 2023 blueworksgroup. All rights reserved. blue.works® and alm360® are registered trademarks in Switzerland and the European Union.