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Shuya Gong edited this page Feb 12, 2025 · 1 revision

SC-DEX Brand Guidelines

Introduction

Welcome to the SC-DEX Brand Guidelines draft! This document outlines the foundational elements that shape how SC-DEX is represented and communicated. By establishing a cohesive visual and verbal identity, we aim to present a unified message about the power and promise of the Supply Chain Data Exchange. Inside, you’ll find recommendations for logo usage, color palettes, typography, messaging, and more—resources designed to keep our brand consistent, recognizable, and professional. As you review and contribute to these guidelines, remember that each element should support SC-DEX’s core mission: improving transparency, efficiency, and collaboration across global supply chains.

1. Overview & Objectives

1.1 Project Background

SC-DEX (Supply Chain Data Exchange) is a machine-readable JSON data format for specifying and sharing supply chain location data—ranging from precise points to broader regions—along with organizational affiliations and relationships. It aims to improve interoperability, transparency, and efficiency across global supply chains.

1.2 Primary Goal

  • Establish a cohesive brand identity that clearly communicates SC-DEX’s purpose and value to diverse audiences—from supply chain professionals to technology partners.
  • Ensure consistency in how SC-DEX is visually and verbally presented across all platforms.

1.3 Target Audience

  • Supply Chain Stakeholders: Factories, warehouses, shippers, retailers
  • Tech Vendors & Integrators: Software platforms, data services
  • Industry Groups & Nonprofits
  • Government & Policy Bodies: Interested in supply chain regulation and standards

2. Core Brand Elements

2.1 Official Name

  • Full Name: Supply Chain Data Exchange
  • Abbreviation: SC-DEX
  • Preferred References:
    • First mention in text: “Supply Chain Data Exchange (SC-DEX)”
    • Subsequent mentions: “SC-DEX”

2.2 Logo & Mark (Draft)

  • Primary Logo, on a light background:

    SC-DEX Primary Logo

  • Primary Logo, on a dark background:

    SC-DEX Primary Logo

  • Variations:

    • Horizontal Lockup: “SC-DEX” next to the icon.
    • Icon-Only:

    SC-DEX Logo icon only

  • Clear Space & Sizing:

    • Maintain at least 20px around the logo in digital formats, or 0.5 inches for print.

  • Incorrect Usage:

    • Do not stretch or compress.
    • Do not change the color palette arbitrarily.

2.3 Tagline / One-Liner

  • Draft Tagline:
    "Bringing global supply chains together through standardized data."

  • One-Liner (Sample):
    “SC-DEX is a universal JSON-based standard that streamlines how supply chain data is published, shared, and analyzed across diverse industries.”

2.4 One-Paragraph Description

“The Supply Chain Data Exchange (SC-DEX) is a machine-readable JSON data format that captures supply chain locations—ranging from precise points to broader regions—and the organizational relationships behind them. By providing a standardized, interoperable framework, SC-DEX enables stakeholders to improve visibility, efficiency, and decision-making in global supply chains.”

3. Visual Identity

3.1 Color Palette (Draft)

  • Primary Color:
    • Orange – HEX #B04A2F
      Conveys excitement and innovation.
  • Secondary Colors:
    • Beige – HEX #EBE3DA
      Conveys trust, reliability, and professionalism.
    • Cool Gray – HEX #767676 / RGB (118, 118, 118)
      Neutral tone for backgrounds, text, or accents.
  • Usage Guidelines:
    • Use Orange for primary headers, key icons, and emphasis.
    • Use Beige for accent elements, secondary buttons, or links.
    • Use Cool Gray for text, sub-headings, or backgrounds.

3.2 Typography

  • Primary Typeface: Open Sans (Google Fonts)

    • Open Sans Bold for headlines (H1, H2)
    • Open Sans Regular for body text
    • Open Sans Italic for emphasis

  • Secondary Typeface (Optional): Open Sans Mono

    • For sub-headers or captions if additional hierarchy is needed.

  • Usage Guidelines:

    • Headings should use Open Sans Bold (size depends on medium).
    • Body copy: Open Sans Regular in Cool Gray or black (#000000).
    • Captions: Open Sans Mono in black or orange.
    • Maintain consistent spacing (e.g., 1.2 line height for paragraphs).

  • Example of Icon and Typography Usage:

SC-DEX icon and typography usage

3.3 Imagery & Iconography

  • Photography & Imagery:
    • Use images that depict logistics, global connections, and data flows (shipping containers, warehouse aisles, node-link diagrams).
    • If using stock images, ensure consistent color tones or subtle overlays in the SC-DEX color palette.
  • Iconography:
    • Simple, geometric icons aligned with the modern, data-centric feel (e.g., line icons with consistent stroke weights).
    • Use the Orange accent color to highlight icons on a white or neutral background.

4. Voice & Tone

4.1 Brand Personality

  • Open & Inclusive: SC-DEX invites broad participation.
  • Technical Yet Accessible: Balances subject matter expertise with clarity.
  • Forward-Thinking: Positions SC-DEX as a standard for the next generation of supply chain management.

4.2 Writing Style

  • Tone: Professional but not overly formal.
  • Language: Use plain English and define technical terms.
  • Key Descriptors: “collaborative,” “transparent,” “data-driven,” “global,” “interoperable.”

4.3 Language & Terminology

  • Use “partnership” to refer to collaborative relationships among organizations.
  • Use “pilot” to describe trial implementations of the SC-DEX standard.
  • Use “stakeholders” as a general term for those involved in or affected by the SC-DEX.

5. Messaging & Definitions

5.1 Key Terms & Definitions

  • SC-DEX:
    An open, machine-readable JSON data format for supply chain location and organizational data.
  • Partnership:
    A formal or informal collaboration between organizations to advance SC-DEX adoption or application.
  • Pilot:
    A test implementation or case study where SC-DEX is used to validate use cases or refine features.
  • Implementation:
    The process of integrating SC-DEX into existing systems, workflows, or platforms.

5.2 Messaging Hierarchy

  • Primary Message:
    SC-DEX unifies data standards to increase visibility and efficiency in global supply chains.
  • Secondary Messages:
    • Transparency & Trust: Standardizing data helps stakeholders see the bigger picture.
    • Scalability & Flexibility: JSON-based, adaptable to various supply chain models.
    • Community-Driven: Built through open collaboration with industry experts.

5.3 Talking About Partnerships & Pilots

  • Approved Terminology:
    • “We are collaborating with [Partner Name] to pilot SC-DEX….”
    • “This pilot aims to demonstrate the interoperability of SC-DEX….”
    • “We welcome new partnerships to expand SC-DEX usage and impact.”
  • Case Studies (if relevant):
    • Provide short success stories or metrics once pilots are completed.
  • Founding Partners:
    • SC-DEX was originally created under “Open Data Standard for Supply Chains” (ODS4SC) by Wikirate, Mapped in Bangladesh, and Open Supply Hub. These three organizations are considered to be the founding partners of SC-DEX, although officially do not hold any ownership or rights to the standard.

6. Applications & Use Cases

6.1 Digital Platforms

  • Website:
    Clean layout that features the SC-DEX color palette and typography.
  • Social Media:
    Use icons and consistent header images to reinforce brand presence.
  • Email Templates:
    Incorporate the logo in the header, use color accents for call-to-action buttons.

7. Implementation Guidelines

7.1 Internal Training

Provide a quick reference guide for team members on using the SC-DEX brand consistently (logo usage, color combos, key messages).

7.2 Version Control

  • Maintain a central repository (e.g., internal SharePoint, Google Drive) for all official brand files.
  • Assign a version number to each brand guideline update.

7.3 File Repository

  • Logos:
    SVG, PNG, JPG in full-color, monochrome, and reversed.
  • Fonts:
    Links to Google Fonts or licensed typefaces.
  • Color Swatches:
    ASE or similar format for easy import into design software.
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