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        MANIFESTO

        We are for breakthroughs.

        The incremental ones that close the gaps,

        and the monumental ones that change the world.

        The ones born from an uncommon ability to sense what others don’t

        so you can go where others can’t.

        The breakthroughs that turn customers into fanatics,

        employees into ambassadors,

        products into obsessions,

        and brands into religions.

        The breakthroughs that come from a conviction that every voice holds value,

        every interaction is an opportunity,

        and every experience matters.

        We’re for breakthrough experiences and those bold enough to chase them.

        New family.
        New identity.
        Same vision.

        Joining the SAP family cemented the XM category—combining X- and O-data to power the experience economy. This important combination has been part of the XM vision from the beginning, and now makes the transformational potential of XM more accessible than ever.

        As we move forward with our new family and take XM to the world, we are taking the first step towards a seamless XM experience across both brands.

        POSITIONING STATEMENT

        Close Gaps.
        Experience
        Breakthroughs.

        BRAND PILLARS

        Refute
        Convention

        To be ordinary is to be irrelevant. We empower those unafraid to disrupt.

        Develop
        Uncommon
        Sense

        Uncommon results require uncommon sense. We heighten the human ability to sense gaps and uncover opportunities.

        Hear Every
        Voice

        Every voice holds value. We enable conversations at every meaningful touchpoint.

        Be Remarkably
        Responsive

        Shit happens. We make it possible to predict problems before they occur, and respond remarkably when they do.

        Deliver
        Unmistakable
        Impact

        Does it move the needle? We maniacally focus on things that deliver measureable improvement.

        Every brand
        has a
        personality.
        Here’s ours.

        Smart

        We don’t just collect data, we put it to work. Because having knowledge might make you intelligent, but knowing how to use it is what makes you smart.

        Confident

        Our confidence comes from hard work, not hope. We’re the best-suited company to lead the XM category, not simply because we say so, but because we’ve laid the groundwork to set ourselves and our customers up for success.

        Simple

        We put breakthroughs within reach by making sophisticated research easy to perform and complex insights easy to understand.

        Intentional

        We are a vision-driven organization. Breakthroughs happen because we make them happen, not because of chance, luck, or serendipity—if we’re doing something just to do it, we’re doing it wrong.

        Credible

        We take our reputation seriously. Whether it’s a promise to protect customer data or a pledge to become a career destination, we keep our commitments.

        Human

        We’re not robots.
        We don’t speak like robots, we don’t act like robots and we don’t treat others like they’re robots. We’re humans, our customers are humans — we speak and act accordingly.

        Our brand
        has a voice.
        It sounds
        something
        like this.

        Enthusiastic
        not
        bombastic

        Our passion is based on actual potential, not hyperbole.

        Irreverent
        not
        irresponsible

        Sometimes you have to make people uncomfortable to grab their attention, but we never take it too far and are never immature, hurtful or offensive.

        Proud
        not
        prideful

        We know we’ve created something great. We also know that perfection is a process, not an achievement.

        Knowledgeable
        not
        know-it-alls

        The difference between an expert and someone who wants to sound like an expert is the expert knows when to say “I don’t know”.

        Witty
        not
        goofy

        Our humor is smart. Not silly, childish, or slapstick.

        The Instrument
        not
        the artist

        We make it possible for our customers to experience breakthroughs. But they’re the ones swinging the hammer — we never diminish their role.

        Our colors are
        distinct and each
        holds value

        Seafoam

        • PMS2412 C
        • HEX21DBAA
        • C50
        • M0
        • Y50
        • K0

        Glacier

        • PMS2995 C
        • HEX00B4EF
        • C83
        • M1
        • Y0
        • K0

        Cobalt

        • PMS2386 C
        • HEX0768DD
        • C83
        • M54
        • Y0
        • K0

        Nightshade

        • PMS2091 C
        • HEX5F1AE5
        • C80
        • M90
        • Y0
        • K0

        Lt Gray

        • PMSCOOL GRAY 1 C
        • HEXEDF2F4
        • C4
        • M2
        • Y4
        • K8

        Med Gray

        • PMSCOOL GRAY 4 C
        • HEXC8CCCE
        • C12
        • M8
        • Y9
        • K23

        Black

        • PMSBLACK 6 C
        • HEX000000
        • C100
        • M50
        • Y50
        • K93

        Our gradient connects
        the four core experiences
        and invites all on the
        XM journey

        XM SUPERSCRIPT LOGO

        The Qualtrics XM mark signifies the “power of XM”.

        DOWNLOAD

        Download includes AI, PNG, and JPG versions

        X = SAFE AREA

        The Qualtrics logo must always have a safe area free from any other elements.

        DO NOT

        • Fill logo with a texture or image
        • Skew or distort logo in any way
        • Use a 3D version of the logo unless creating a physical version. (i.e. signage etc)
        • Do not use the logo in any other color except the approved color version above
        • Do not change the proportions or elements of the lockup
        • Do not add or attach any taglines as a lockup

        Four product lines for
        the four core experiences
        of business

        PRODUCT LINE LOGOS & POSITIONING COPY

        Downloads include AI, PNG, and JPG versions

        Measure and improve every meaningful interaction. Turn customers into fanatics who stay longer, spend more, and tell friends.

        Develop and build products people love. Perfectly predict and price packages that people will obsess over.

        Develop a phenomenal culture by improving each phase of the employee lifecycle. Attract, train, and retain a world-class workforce of ambassadors.

        Build an iconic brand. Identify brand drivers, test ads, and execute positioning that turns brands into religions.

        Better experiences
        start with
        better research

        Sophisticated research made simple. Join the 9,000+ brands and 99 of the top 100 business schools that use ResearchCore to create loyalty-driving experiences, close experience gaps, and deliver breakthrough results.

        TYPOGRAPHY

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