Enhancing Content
Marketing Effectiveness
Attract relevant visitors to site and engage them in a multi‑page journey via compelling call to action (CTA) that end with a conversion.
Nurture prospects and help them answer key questions on their path to sales. Drive momentum through the buyer journey.
Shorten the sales cycle and increase revenue with effective materials that convince our audience to buy from us.
How we express our brand in written and visual content tells our customers, partners, and colleagues who we are and how we can help them. These guidelines instruct how best to leverage SES’s brand identity to develop engaging collateral that moves content audiences through sales cycles.
All content has a central, cross‑departmental role in how we promote SES and products and services. Consider where the intended audience for your content is in their sales journey, based on funnel goals outlined here. Select the type of asset that best reflects what you want target audiences to get out of the content, and the actions you want them take once they’ve reviewed it.
Top of funnel
Attract
Brochure
Front Cover
Inside Spread
Back Cover
Suggested Funnel Position
Top of funnel
Overview
Long-form editorial format with broad product information
Key Considerations
- Use the full-page image template for the cover
- Follow guidelines for imagery and Perspective Lines
- Place headlines within a maximum of three lines
- SES logo placement—top left on front cover and bottom left on front back cover
- Design in spreads, not single pages
- The left column is reserved for technical information and callout text, but may be used for body text if needed
- Do not use SES magenta for type colour
- Only use icons from the brand-approved library
- SES logo placement—top left on front cover and bottom left on front back cover
- Limit body text line width to two columns
Insight Paper
Front Cover
Inside Spread
Back Cover
Suggested Funnel Position
Top of funnel
Overview
A detailed look at how SES's solutions solve key customer challenges
Key Considerations
- Use the full-page image layout for the cover
- Follow guidelines for imagery and Perspective Lines
- Place headlines within a maximum of three lines
- For O3b mPOWER assets, use a black background for the cover
- Place the SES logo on top left of front cover, and O3b mPOWER wordmark on bottom left of front and back cover
- Always use the approved O3b mPOWER wordmark design
- The left column is reserved for technical information and callout text, but may be used for body text if needed
- Never use SES magenta for type colour
- Only use icons from the brand-approved library
- Limit body text line width to two columns
Digital Banners
Digital Banner 1
Digital Banner 2
Digital Banner 3
Suggested Funnel Position
Top of funnel
Overview
Static or animated online product or service ads
Key Considerations
- Ensure images work well with the SES logo
- Follow Perspective Lines guidelines
- Ensure messaging is brief and impactful with a direct CTA*
- Only use animation purposefully
- Never use SES Magenta for type colour
Pull‑up Banners
Pull-up banner - 850 x 2150
O3b mPOWER Pull-up banner - 850 x 2150
Suggested Funnel Position
Top of funnel
Overview
Portable roll-up devices with strong brand visuals
Key Considerations
- Only use brand-level images from the image library
- Header text must read downwards from top to bottom
- Follow Perspective Lines guidelines
- Place key text and visual information at average eye height
- Use a sophisticated pull-up mechanism
- Never use SES Magenta for type colour
Posters
Poster - portrait
Poster - landscape
Suggested Funnel Position
Top of funnel
Overview
Portable roll-up devices with strong brand visuals
Key Considerations
- Only use brand‑level images from the image library
- Connect brand images with corresponding text headers
- Follow Perspective Lines guidelines
- Text header must fit within a maximum three lines
- Never use SES Magenta for type colour
Middle of funnel
Nurture
Customer Case Study
Front Cover
Inside Spread
Back Cover
Suggested Funnel Position
Middle of funnel
Overview
Provides real-world context to SES’s solutions
Key Considerations
- Use the half-page image layout for the cover
- Follow guidelines for imagery and Perspective Lines
- Place headlines within a maximum of three lines
- SES logo placement—top left on front cover and bottom left on back cover
- Design in spreads, not single pages
- The left column is reserved for technical information and callout text, but may be used for body text if needed
- Include a customer testimonial quote and profile photo
- Never use SES magenta for type colour
- Only use icons from the brand-approved library
- Limit body text line width to two columns
eBOOK
Front Cover
Inside Spread
Suggested Funnel Position
Middle of funnel
Overview
Long form digital learning aid demonstrating our product expertise
Key Considerations
- Always maintain a 16x9 aspect ratio
- Maintain a 5-column layout throughout the document
- Follow guidelines for imagery
- The left column is reserved for technical information and callout text, but may be used for body text if needed
- Place headlines within a maximum of two lines
- SES logo placement top left on front cover and bottom left on back cover
- Do not use SES magenta for type colour
- Only use icons from the brand-approved library
- Limit body text line width to two column
Strategy Guide
Front Cover
Inside Spread
Back Cover
Suggested Funnel Position
Middle of funnel
Overview
A summary of how our approach drives customer success
Key Considerations
- Use the half-page image layout for the cover
- Follow guidelines for imagery and Perspective Lines
- Place headlines within a maximum of three lines
- SES logo placement—top left on front cover and bottom left on back cover
- Place page two introductory text over image
- The left column is reserved for technical information and callout text, but may be used for body text if needed
- Never use SES magenta for type colour
- Only use icons from the brand-approved library
- Limit body text line width to two columns
Planning Guide
Front Cover
Inside Spread
Back Cover
Suggested Funnel Position
Middle of funnel
Overview
Outlines steps and considerations for solution implementation
Key Considerations
- Use the half-page image layout for the cover
- Follow guidelines for imagery and Perspective Lines
- Place headlines within a maximum of three lines
- SES logo placement—top left on front cover and bottom left on back cover
- Place page two introductory text over image
- The left column is reserved for technical information and callout text, but may be used for body text if needed
- Never use SES magenta for type colour
- Only use icons from the brand-approved library
- Limit body text line width to two columns
Solution Brief
Front Cover
Inside Spread
Back Cover
Suggested Funnel Position
Middle of funnel
Overview
Provides key insights and information about the solution
Key Considerations
- Use the half-page image layout for the cover
- Follow guidelines for imagery and Perspective Lines
- Place headlines within a maximum of three lines
- SES logo placement—top left on front cover and bottom left on back cover
- Design in spreads, not single pages
- The left column is reserved for technical information and callout text, but may be used for body text if needed
- Never use SES magenta for type colour
- Only use icons from the brand-approved library
- Limit body text line width to two columns
Readiness Guide
Front Cover
Inside Spread
Back Cover
Suggested Funnel Position
Middle of funnel
Overview
Provides detailed information required to close a deal
Key Considerations
- Use the half-page image layout for the cover
- Follow guidelines for imagery and Perspective Lines
- Place headlines within a maximum of three lines
- For O3b mPOWER assets, use a black background for the cover
- Place the SES logo on top left of front cover, and O3b mPOWER wordmark on bottom left of back cover
- Always use the approved O3b mPOWER wordmark design
- The left column is reserved for technical information and callout text, but may be used for body text if needed
- Never use SES magenta for type colour
- Only use icons from the brand-approved library
- Limit body text line width to two columns
Longform Infographic
Front Cover
Inside Spread
Back Cover
Suggested Funnel Position
Middle of funnel
Overview
Visual, data driven storytelling with in‑depth topic overviews
Key Considerations
- Place headlines within a maximum of three lines
- Use SES blue or dark blue for panel background colours
- Minimise foreground and background graphics
- Never use SES magenta for type colour
- Limit body text line width to two columns
- Only use icons from the brand-approved library
- Include a CTA that invites readers to learn more
Adverts
Advert
Suggested Funnel Position
Middle of funnel
Overview
Promotes brands through visually striking imagery with text
Key Considerations
- Ensure images work well with Perspective Lines
- Follow Perspective Lines guidelines
- Ensure messaging is brief and impactful with a direct CTA
- Headers must be 3 lines of text or less
- Never use SES Magenta for type colour
Bottom of funnel
Convert
Application Note
Front Cover
Inside Spread
Back Cover
Suggested Funnel Position
Bottom of funnel
Overview
Demonstrates how technologies apply to specific industries
Key Considerations
- Use the quarter-page image layout for the cover
- Follow guidelines for imagery and Perspective Lines
- Place headlines within a maximum of three lines
- SES logo placement—top left on front cover and bottom left on back cover
- Design in spreads, not single pages
- Never use SES magenta for type colour
- Only use icons from the brand-approved library
- Limit body text line width to two columns
Fact Sheet
Front Cover
Inside Spread
Suggested Funnel Position
Bottom of funnel
Overview
Condensed product or service summary
Key Considerations
- Use the quarter-page image layout for the cover
- Follow guidelines for imagery and Perspective Lines
- Place headlines within a maximum of three lines
- SES logo placement—top left on front cover and bottom left on back cover
- Never use SES magenta for type colour
- Only use icons from the brand-approved library
- Limit body text line width to two columns
- Place a CTA and correctly linked social icons at the bottom of the back page
Data Sheet
Front Cover
Inside Spread
Suggested Funnel Position
Bottom of funnel
Overview
Quick and easy-to-digest format capturing technical capabilities
Key Considerations
- Use the quarter-page image layout for the cover
- Follow guidelines for imagery and Perspective Lines
- Place headlines within a maximum of three lines
- SES logo placement—top left on front cover and bottom left on back cover
- Keep the left column free for technical information and callout text
- Never use SES magenta for type colour
- Only use icons from the brand-approved library
- Limit body text line width to two columns
- Place a CTA and correctly linked social icons at the bottom of the back page
Other
Watermark
Front Cover
Inside spread
Back cover
Overview
- Apply this vertical banner wordmark to any document reserved for SES's internal audiences.
Key Considerations
- Text reads FOR INTERNAL USE ONLY—all capitalised, all in white
- Apply 12pt Calibre Medium font to A4 or LTR documents. Increase or reduce type size in different document formats as appropriate
- Vertical banner extends from the top to the bottom edge of the document page
- Vertical banner background colour is always solid SES blue
- Apply banner to the right margin in single page documents
- Apply banner to margins on opposite sides of two-page spreads when applicable
- Banner width is two-thirds the size of the page margin. For example, if the page margin is 10mm, the width of the bar is 0.667mm
- If the banner width is too thin to fit text, use the full width of the margin
PowerPoint
Suggested Funnel Position
NA
Overview
Presents in-depth information with effective use of visual aids
Key Considerations
- Follow guidelines for imagery and Perspective Lines
- On the cover, place headlines within a maximum of three lines
- On slides, place titles and subtitles within one line each
- Always place content within the slide margins (top/bottom/left/right)
- SES logo placement—top-left corner on cover (large logo), section starters (large logo), and content slides (small logo)
- Always use the Arial typeface
- For O3b mPOWER presentations/slides, use the specific O3b mPOWER versions of slide templates
- Keep it simple—reduce and refine content, break up content over multiple slides to avoid overcrowding, and avoid overuse of animations
- Always use the branded SES colour palette
- Only use icons from the brand-approved library
- Bullet style—traditional dot bullets (do not use triangular bullets)
Stationery
All stationery is black and white. InDesign templates have been created for the entire stationery set. These sit on the SES extranet.
Business card
We always try to think digital first. However, if we need to print a piece of communication, we use a quality satin paper – for example ‘Symbol Freelife Satin Coated’
For our stationery, see the paper recommendation below, where the preferred paper is always IGEPA.
Paper recommendation
Stationery —
Business cards
IGEPA Lessebo Smooth Bright 400gsm
(Alternative: Antalis Olin Regular Absolut White 400gsm)
Letterhead
IGEPA Design O set Brilliant White 90gsm
(Alternative: Antalis Olin Regular Absolut White 90gsm)
Comp slips
IGEPA Design O set Brilliant White 90gsm
(Alternative: Antalis Olin Regular Absolut White 90gsm)
Envelopes – Din long, C4, C5
IGEPA Design O set Brilliant White, with window and grey inside lining
(Alternative: Antalis Olin Regular Absolut White, without window only)
Email signature
SES email signature can
be found on the intranet.
Video
Video plays a huge role in communicating our brand to the world. We’ve created templates to ensure we always display our video content in the best way possible.
Our title slides are the first point of contact for our movies. They are sized from thumbnails to the first frame of the movie.
The title and image are important elements which are used to engage the viewer.
When selecting a screenshot, choose the image which best represents the content and the SES brand.
Title Slides
Image selection
Samples
T Digital files have been created in Adobe After Effects CC2015 to help with consistency for the Start, End and Titling of movies.
Our mnemonic only ever appears in conjunction with our brandmark. We use it at the end of all SES videos. Keep a small, silent gap between the end of the film track and the start of the mnemonic.
Movie package
includes -
Open frame
Perspective line title reveal
Lower third
Titles
End frame
Perspective line logo reveal, with and without mnemonic
Subtitles
Caption displayed at the bottom of the image in a darker lighted text box.
The name of the speaker should be in capital letters. The title, the location and the company name should be in sentence case (as per the above thumbnail).
When white text is used on light backgrounds, the below parameters must be used for increased legibility.
White text
After effects parameters
Shadow colour
Black
Opacity
25%
Direction
0x + 135.00°
Distance
120
Softness
20.0
Social
Presence
Our gradient is very prominent in social channels, used for header/cover images to give a consistent and distinctive brand look. In these instances, our profile avatar is our brandmark, without claim.
We also created social icons that follow our iconography look & feel. Click on the icons below to download the artwork.