
A brand idea is an idea, captured in a simple yet meaningful phrase, that expresses the essence of a brand. A brand narrative is the central building block of a meaningful brand strategy.
Brand idea
Brand narrative
We help our clients around the world to turn their digital challenge to business success. Our technical expertise and industry experience enable us to anticipate what’s next and answer questions even before they’re asked.
Our partnership with clients accelerates their growth by giving them a unique competitive advantage – they can see around corners and orchestra their success. Getting them there is our promise.
Working to achieve a sustainable advantage is the mindset we bring to work each day. We are committed to deliver quality through persistence and ingenuity. It’s our journey,together with our clients, seeing beyond today and rising above the competition.
These four core principles represent the identity of our company: our mindset, attitude, intentions and actions.
We always want to be first to transform new ideas into tangible business results while optimizing our use of resources.
We are versatile in action and agile in thought because we believe it’s important to do more with less. For us, ingenious solutions are the ultimate goal.
With our clients’ and colleagues’ best interest at heart, we act responsibly and communicate with clarity. Our global practice demands respect and openness towards each other, the communities around us and global society at large. We take seriously the trust placed in us and work hard to earn it every day. We never make a promise that we cannot keep.
In the face of complexity and rapid change, we are determined to help our customers and our people around the world succeed.
The road to joint success may be long but we’re persistent where our competitors falter. Our optimism is infectious and helps customers trust in our abilities. Together we build momentum towards our shared goals.
We meet every challenge with respect and confidence. We trust in our abilities and the difference we can make. We also understand the complexities of modern technology well enough to always keep learning. Every accomplishment and customer success adds to our ability and growth. They deserve to be talked about.
These four core principles represent the identity of our company: our mindset, attitude, intentions and actions.
We are naturally drawn to interacting with different technologies, cultures and people.We are always exploring new possibilities to find the best route that leads to ingenious solutions for our clients. We strive to know more about our client industry and people; their challenges, successes, and failures. We ask “why” most often and truly enjoy the journey of finding answers
We are relentless in our pursuit of client success. Leaning in and listening isn’t enough — we drive conversations and actively seek every opportunity to ensure progress. For us, no challenge is too big or complex; we never give up. We are fast and flexible in our execution consistently delivering above and beyond our client’s expectations.
We are relentless in our pursuit of client success. Leaning in and listening isn’t enough — we drive conversations and actively seek every opportunity to ensure progress. For us, no challenge is too big or complex; we never give up. We are fast and flexible in our execution consistently delivering above and beyond our client’s expectations.
Use in digital or printed materials when the Persistent wordmark is easily legible.
Use when dimensions are large enoug and when the logo has a lot of white space around it.
Use in digital or printed materials when there is not enough vertical room for the Primary variant wordmark to be legible, e.g. website logo or next to another horizontal logo.
The Persistent logo comes in different colorways.Choose a logo suitable to the background color it is used on.
To retain the visual integrity of the symbol,clear space and rules have been set up. The clear space for the symbol is defined for each logo as shown on this page, using the height of the letter “P” as a measure.
Don’t use the logo on top of photography that compromises its legibility.
Don’t change the size ratio and reposition the elements of the logo
Don’t squash or distort the logo
Don’t use the logo in altered colorways
Don’t place logos too close to each other
Never place partner logo above the logo
In the horizontal layout, lowercase text in both logos is the same height and the visual element of the partner logo should be the same or smaller than our
infinity symbol.
In the vertical layout, both logos have the same height. Distances are measured using the capital “P” of our logo.
Lead brand colors in our brand palette link to our heritage and at the same time help us stand out from the sea of sameness in the world of technology. Midnight creates a technological brand feel and gives the perfect setting for the primary orange to pop out.
The palette was designed to create contrast and energy. Our colors are fundamental in expressing our personality. We use color to create consistent messaging across all channels, inspire and engage, and add flexibility to the design system.
Always ensure you use the exact values of the colors, as outlined on this page.
In addition to the primary palette, there are two extra colors that can be used exclusively to create diagrams and infographics. Tints are also used to further extend the range of color. Use the color values defined on this page.
The colors are an inherent part of the brand and everything should be done to ensure wedon’t misuse them.
Don’t use colors that are not in this document
Don’t use different tint levels than the ones outlined
Don’t use the colors with transparency & blending modes
Don’t use PowerPoint table styles that contain too much orange
Don’t use too much orange
Gordita is our brand typeface but is only used by the marketing team.
Headlines
Kerning: Optical | Tracking:20
Leading: 110%
Body
Kerning: Optical | Tracking: 20
Leading: 120%
Gordita Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0123456789 @#$%&?!
Gordita Mediuam
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0123456789 @#$%&?!
Gordita Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0123456789 @#$%&?!
Our system font is Arial and this font is used by all employees.
Arial Black
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0123456789 @#$%&?!
Arial Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0123456789 @#$%&?!
Arial Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0123456789 @#$%&?!
We use a 24×24 grid to draw icons. To ensure consistency in all icons, we use rounded corners and make sure there is an overlap in the design. The icons have been so designed to work across different scales.
Icons can be created using any of the colors in the primary or secondary color palette. Use dark icons on light backgrounds and vice-versa.
Jiani Zhang is President of the Alliance and Industrial Solution Unit at Persistent Systems. Prior to this role, Jiani was the General Manager of Industrial Sector for Persistent Systems. Jiani has extensive experience in management consulting, marketing, product development and technology management. She also holds expertise in building and growing a business with P&L responsibility and leading teams in business strategy, offering & product development, go-to-market, and sales execution. Prior to Persistent, Jiani has also served as Director of Offering Management for IBM Watson IoT Platform and Head of Offering Strategy for IBM Industrial IoT where she pioneered the creation of the Industrial Analytics/AI IoT solutions.
Vice President, Principal Analyst Serving CIO Professionals
Jeffrey helps CIOs and digital leaders succeed by working with them to improve their software delivery capability and by helping them assess the relevance of emerging software technologies. As a 25-plus-year software industry veteran, he’s helped clients improve their development shop culture, apply Agile and continuous delivery best practices, and build successful developer ecosystems. Jeffrey’s been a developer; managed development teams; built award-winning commercial development tools; and, over the past decade, has helped Forrester clients navigate mobile, cloud, IoT, DevOps, and low-code technologies and tools.
Previous Work Experience
Jeffrey has been with Forrester since 2006. Prior to joining Forrester, Jeffrey worked at IBM, Rational Software, and was part of Accenture’s Advanced Systems Group.
Education
Jeffrey holds a B.S. in economics from the Wharton School at the University of Pennsylvania.
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