35 BMC Brand Identity Version 06/13/22 Page. 27/ ©Copyright 2020-22 BMC Software, Inc. Illustrations When to use Where to use How to use Illustrations are a complementary element of the BMC brand system. Our unique, distinguishable style aims to make the brand language richer and gives flexibility in the storytelling of complex technical content. STORYTELLING These illustration guidelines do not replace our current brand look and feel. They are complementary elements used to explain complex technical stories in a simple way. LIMITATIONS Use sparingly. These should be used in conjunction with the brand identity, no r eplace it. EMOTIONAL CONNECTION Use when we are working to build a deeper emotional connection with our customers to help them better understand the problem we are trying to solve. The goal of these illustrations is to bring consistency across marketing and product touchpoints, allowing our bold and bright brand identity to build a deeper emotional experience for our customers. MARKETING On bmc.com in the product features section, landing pages, and microsites where storytelling visual elements are needed. Can also be used in PPT, infographics, and on social media platforms. PRODUCT In the product user interface (UI) when needing to help customers visually connect to the task they are being asked to complete. Illustrations help soften the technical aspect of a product UI and feel less c omplex. VIDEO Illustrations can be used in the video to compliment the objective and provide flexibility in storytelling. Illustrations must support the copy, not overpower the copy. Our messaging is still the primary element we want our customers to remember. In marketing, illustrations should be a secondary element after usage of our primary brand system of personas and symbols. BE SIMPLE Use geometric and symmetrical shapes. Outline physical elements, keep plenty of white space and use only 3-4 colors maximum. Colors should be bold and align with our brand color palette. BE BOLD Describe the situation literally. It's an opportunity to show a process or "under the hood" of a product UI. Use bright colors with modern elements to complement the storytelling aspect. Just ensure you are keeping them realistic looking. BE UNEXPECTED Have fun, and add humor where appropriate. Think clean, modern, and clever. Illustration Usage