Post on 13-Mar-2020
Asurion Brand Guidelines 2013
644-0012 D28 112213
The Asurion Brand
The Asurion brand is our face to the world.
The Asurion brand is made up of 14,000 creative people working in unison to overcome real-life obstacles, a system that operates 24/7, speaks six languages, and works across any device, platform or provider.
The Asurion brand listens, understands, fixes, replaces, solves and explains. The Asurion brand recognizes the interconnectivity of life and technology, understands the underlying complexity that makes so many things simple, and promises to keep life up and running.
Clearly, the Asurion brand has extraordinary value, and one way to protect it is by using its visual elements – logotype, typography and color palette – properly and consistently. These guidelines are intended to help, guide and show you the way as you bring our brand to life.
Visual Expression
LogoTaglineColor PaletteTypographyIconographyIllustrationSupportive Visual Elements
1.02.03.04.05.06.07.0
Logo1.0
The Asurion Logo
The new mark is fresh and contemporary,
but is not disconnected from our past.
It incorporates the letter A, and is inspired
by the intersection of the technology we
support and the users we help.
It’s more about inspiring a feeling, and
remaining authentic to who we are and
what we do. The mark puts us in the same
visually modern peer group as our partners,
and when you look at it without the Asurion
name, it works really well.
Logo1.1
Typography
The Asurion logo is made up of typography
and a symbol in a contemporary, forward-
moving, visually balanced combination.
The typography of the Asurion logo is fresh
and contemporary, strong but not too
formal, and its use in the lower case adds
to its sense of being friendly and approachable.
Symbol
The symbol incorporates a stylized letter A and is inspired by
the meeting of the technology we support and the users we
help. There is a visual reference to an arrow-like movement
forward, a progression which aligns nicely with the Asurion
brand strategy.
In the pages that follow, you will see that the symbol can be
used independently of the typography, but the typography
can never be used without the symbol.
Logotype
1.2 Logo Components
Minimal Size
The brandmark is not to be
reduced below a 1-inch width
as shown here.
Typography and Symbol
1 “ wide
The logo consists of the typography and
symbol in a balanced lock-up. The two
components must appear together in all
cases. The symbol can be used independently
if needed, but the typography cannot.
Area of Isolation A space twice the width as “X” shows area
where no other type or image can infringe
on the brandmark.
The height clearing area is called “X”
from the highest point of the brand icon. XX
X
XAREA OF ISOLATION
=XRULES:
Logo Clear Space & Sizing1.3
Asurion Dark Blue
Asurion Blue Black WhiteAsurion
Green
Logo Colors
The Asurion colors are modern but not
“trendy.” They are clean, crisp, and classic to
ensure longevity. In addition, the contrast
between blue/green and black/white/gray
underscores the sense that Asurion lives at
the intersection of life and technology.100% Black
CMYK: 100%, 67%, 0%, 23%RGB: 0%, 75%, 141%HEX: 00337F
PMS 288C PMS 298C PMS 376C 100% White
4-Color Logo
2-Color Logo
1-Color Logo
Grayscale Logo
CMYK: 69%, 7%, 0%, 0%RGB: 19%, 181%, 234%HEX: 51B5E0
CMYK: 50%, 0%, 100%, 0%RGB: 141%, 198%, 63%HEX: 7FBA00
CMYK: 50%, 0%, 100%, 0%RGB: 0%, 0%, 0%
Logo Colors1.4
Logo Usage- Primary
The Asurion logo is made up of the
typography and the symbol together –
as shown here. The typography must
always be accompanied by the symbol.
RULES:
Logo Usage1.5
Incorrect UsageModifications of the logo can dilute
brand impressions, weaken the power
of the brand and confuse the consumer.
Typical changes to avoid are shown
to the right.
Do not apply color change to the symbol.
Do not overprint a busy background.
Do not tint or ghost back the logo.
Do not skew or distort the logo.
asurionDo not change font in the logo.
Do not change color of the logo.
Do not stack icon over the logo.
Do not use the brandnamewithout the symbol.
Do not reverse order ofthe typography and symbol.
Do not enlarge the symbol size. Scale proportionally.
Do not use an initial cap onthe logo.
Do not use all caps on the logo.
AsurionASURION
Do not put effects on the logo.
RULES:
1.6 Incorrect Logo Usage
Where to useIf a trademark statement is necessary
on print material, it should appear
in 7-point Minion Pro Regular
with 9-point leading. This keeps the
boilerplate legible without interferring
with important communication devices.
The following represents placement
of a trademark statement.
This boilerplate trademark statement shouldappear on all communication where it is required. The typography is Minion Pro 7-point on 9-point leading.
RULES:
1.7 Logo Trademark Boilerplate
© Asurion 1994-2013. All Rights reserved
Positioning of the Trademark boilerplate statement
Front of brochure (example)Back of brochure
life’soperating system
Asurion is a registered trademark of Asurion, LLCThis boilerplate trademark is an optional statement which can be used on all communication where it is required. The typography is Minion Pro 7-point on 9-point leading.
© Asurion 1994-2013. All Rights reserved
Symbol as Pattern
Although, in the logo, the typography must
always be accompanied by the symbol, the
symbol itself may be used independently.
With an eye to correct proportion, the
symbol works well in print and on screen.
Symbol as SupergraphicThe symbol works large-scale, as well, and
lends itself to use on vehicles and on large
surfaces in building interiors and exteriors.
Symbol as IndependentGraphic Element
The geometry of the symbol is ideal for
creating repeating patterns.
protected.
RULES:
1.8 Logo Symbol Usage
Logo Symbol as StandaloneThe following scenarios are to be
avoided, as they do not represent
the Asuriuon brand identity.
RULES:
Do not substitute another color for the symbol mark.
Do not crop symbol where the middle triangle is not present, as it will take on the form of an entirely different shape.
Do not overlap the symbol mark onto itself, as it will create a totally unrecognizable shape – not an Asurion shape.
Do not overlap the symbol mark onto itself in a ghosted or tinted visual.
Parts of the Asurion symbolare not to be altered inshape, as this will create a entirely new symbol.
The symbol is never to be used as a gradient tone, as it will cause the Asurion shape to disappear.
Do not apply a stroke to the symbol mark.
Do not fill the negativespace of the logo symbolwith another color.
Do not place the logo symbol over an area where is becomes difficult to discern or read.
1.9 Incorrect Symbol Uses
Logo as Standalone
In instances where Asurion is the
primary/sole brand, the logo stands alone,
as shown.
Logo as an Ingredient Brand
In instances where the Asurion brandmark
supports a retailer’s brand, the logo can be
used as shown to the left.
The Brandmark as Standalone
The Brandmark as an Ingredient Brand
POWERED BY
RULES:
1.10 Logo Applications
The Ingredient logo with the
“Powered by” preface must be used
as a horizontal application as shown
to the right.
Horizontal Application
POWERED BYChevin LightPOWERED BY always uses Chevin Light
in all caps as a consistent typography
application.
POWERED BYY YZ Z
RULES:
The space between the words of the
Ingredient logo are determined as
shown to the right. The space be-
tween the “D” in ‘Powered’ and the
“B” in ‘By’ is called out as “Y”, and is
the same width as the negative space
in the letter “O”.
Ingredient Logo Spacing
1.11 Ingredient Logo Applications
The following examples highlight
ways the Asurion Ingredient logo
should never be used.
Incorrect Applications
POWERED BY
POWERED BY
Do not elevate the position of ‘Powered by’ within the Ingredient typography
POWERED BYDo not substitute another font for the Ingredient typography mark
Do not substitute another color for the Ingredient typography
POWERED BY
Do not alter the font point sizefor the Ingredient typography
POWERED BYDo not stack the font for the Ingredient typography mark
POWERED BYDo not change the font weight of the ‘Powered by’ Ingredient typography
POWERED BYDo not italicize the ‘Powered by’ Ingredient typography
POWERED BYDo not tint or ghost back the ‘Powered by’ Ingredient typography
RULES:
1.12 Incorrect Ingredient Applications
The Asurion Ingredient logo should
be separated from any Primary Logo
by the vertical height space called out
as “X” as shown to the right. “X” is
determined by the x-height of the
lower case ‘a’, in the Asurion logo
typography.
POWERED BY
Ingredient Logo Spacing
X
POWERED BY aligns flush right to primary logo.
RULES:
The Asurion Ingredient logo
should always be flush RIGHT to
it’s Primary Logo counterpart, as
shown to the right.
Ingredient Logo Alignment
= X
= the space between primary and ingredient logo height
1.13 Ingredient Logo Applications
X
X
X
POWERED BY
Asurion Ingredient logo knocked out of solid color field
POWERED BY
POWERED BY
The Asurion Ingredient logo is
intended to support – not overpower
– the Primary brand mark. It
functions as a signature, or sign-off
element that completes a statement.
Ingredient Logo Sizing
RULES:
The Asurion Ingredient logo
should be scaled to the width of
the Primary brand logo typography.
In the case of long Primary names,
this can be used to the designer’s
discretion, as shown on the following
page examples.
Ingredient Logo Positioning POWERED BYX
X
POWERED BY
X
POWERED BY
1.14 Ingredient Logo Applications
The following show the Asurion
Ingredient logo on promotional
pieces.
Ingredient Logo Application
1.15 Ingredient Logo Applications
Tagline2.0
The Asurion Tagline
Our tagline encapsulates the
convergence of life and technology
in a simple and memorable phrase, pairing
two things that haven’t been linked until
now. The line invents and defines a new
category of service, differentiating
Asurion and making a confident promise
to keep our customers’ tech-fueled
lives operating.
life’s operating system
2.1 The Tagline
Tagline Positioning
The tagline is nested beneath the logo
as shown, neither shorter nor longer
than the typographic element itself.
When combined with the full-color logo,
the tagline must be in Asurion dark blue.
When the logo is used as a one-color
black logo, the tagline must appear in
100% black.
Color of Tagline
CMYK: 100%, 67%, 0%, 23%RGB: 0%, 75%, 141% HEX: 00337F
PMS 288C
life’s operating system
AsurionDark Blue
100% Black
mX
= X
RULES:
life’s operating system
life’s operating system
2.2 Tagline Color & Positioning
life’s operating system
Incorrect Tagline Usagelife’s operating system life’s operating system.Do not squsih or elongated the typography when used as a brand tagline.
Do not add a period or punctuation mark when used as a brand tagline.
life’s operating systemDo not alter the weight of font when used as a brand tagline.
Life’s Operating SystemDo not use initial caps when used as abrand tagline.
LIFE’S OPERATING SYSTEMDo not use all caps when used as a brand tagline.
life’s operating systemDo not substitute a different font when used as a brand tagline.
Modifications of the tagline can dilute
brand impressions, weaken the power
of the brand and confuse the con-
sumer. Typical changes to avoid
are shown to the right.
life’s operating systemDo not use a different color when used as a brand tagline.
RULES:
2.3 Incorrect Tagline Usage
The Asurion logo is the premier visual exponent of the brand. It is iconic, and stands alone as a clear, formal presentation of the brand essence of Asurion.
RULES:
2.4 Using the Logo & Tagline
THE LOGO ALONE:
life’s operating systemRULES:
THE LOGO WITH THE TAGLINE:
The tagline adds greater context to the logo in certain external uses such as promotion, advertising, websites, and in other communications reaching out to the consumer.
3.0 Color Palette
Primary Colors
Our primary colors are clean, crisp
and classic to ensure longevity. Asurion Gray
CMYK: 100%, 67%, 0%, 23%
RGB: 0%, 75%, 141%
HEX: 00337F
PMS 288C
AsurionDark Blue
CMYK: 69%, 7%,0%, 0%
RGB: 19%, 181%, 234%
HEX: 51B5E0
Asurion Blue
PMS 298C 100% Black 100% White
3.1 Color Palette
Our secondary colors provide
complementary accents to our
primaries, underscoring the sense
that Asurion lives at the intersection
of life and technology.
Secondary Colors
CMYK: 0%, 37%, 100%, 23%
RGB: 200%, 138%, 18%
HEX: AF7505
CMYK: 3%, 89%, 0%, 0%
RGB: 230%, 64%, 151%
HEX: ED0091
CMYK: 3%, 0%, 0%, 32%
RGB: 176%, 183%, 188%
HEX: ADAFAA
CMYK: 50%, 0%, 100%, 0%
RGB: 141%, 198%, 63%
HEX: 7FBA00
CMYK: 0%, 18%, 21%, 56%
RGB: 136%, 116%, 106%
HEX: 7C6D63
Asurion GrayPMS 376C PMS 139C RHODAMINE
RED
Asurion GrayPMS 429C PMS 410C
3.2 Color Palette
4.0 Typography
Headlines & Body Type
Chevin Light
Headline Type
Akzidenz-Grotesk Bold
AkzidenzGrotesk is a sans serif font similar
to Helvetica and Univers, but with subtle
proportional and weight changes. Released
in 1898, it was the first sans serif typeface to
be widely used and is still a popular choice
for impact, clarity and legibility more than
100 years later.
AaAa AaSub Headline Type
Minion Pro Regular
Chevin is a rounded type family designed
with functionality, legibility and elegance in
mind. With its open counters and slightly
condensed style, Chevin is particularly suited
to signage. The font was designed by Nick
Cooke of London, who emphasizes consis-
tent character shapes, accurate positioning,
precise kerning, for typefaces that combine
originality with usability.
Minion Pro is a serif face inspired by clas-
sical, old style typefaces of the late Renais-
sance, a period of elegant,
beautiful, and highly readable type designs.
It exhibits the aesthetic and functional quali-
ties that make text type highly readable, yet
is also suitable for display settings. The use
of Minion Pro balances the san serif faces,
providing a pleasing contrast.
4.1 Typography
ChevinAkzidenz-GroteskChevin is available from www.FontShop.comAkzidenz-Grotesk is available from www.MyFonts.com
LightabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ
MediumabcdefghijlkmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ
RegularabcdefghijlkmnopqrstuvwxyzABCDEFGHIJLKMNOPQRSTUVWXYZ
BoldabcdefghijlkmnopqrstuvwxyzABCDEFGHIJLKMNOPQRSTUVWXYZ
Minion ProMinion Pro Regular is available from www.MyFonts.com
RegularabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ
When the Asurion name is used in copy or
written text, it should be treated with
initial caps, using the font choice of the
copy block. Do NOT use the logo in
substitution for the Asurion name.
4.2 Typography
Arial Arial replaces Akzidenz-Grotesk from preferred fonts.
RegularabcdefghijlkmnopqrstuvwxyzABCDEFGHIJLKMNOPQRSTUVWXYZ
BoldabcdefghijlkmnopqrstuvwxyzABCDEFGHIJLKMNOPQRSTUVWXYZ
GeorgiaGeorgia replaces Minion Pro from preferred fonts.
RegularabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ
The above fonts are to be used whenever universal font substitutions need
to appear, such as powerpoints. These fonts will work well in both PC and
Mac applications.
4.3 Universal Font Substitutions
Aa Aa
Life needsan operatingsystem.
Hsd gkjhdag adlkjherlk gjaslk fdg kjhdagfdfagrg khdaf, bjsadg dfdfg lkjhbdflkj hdfbl jgd dafgkhdfsgleadg. Bdfgjkh dfkagjhk ljhgadf dagjhbrgjadg. Phjsdg jadgs kjsajdafg ljkdfag sdg sadjbgeljljghse, d jb dlfjgdf; fbdjklsdagh dargkhl jrgejkdfh ertlijdf kjsnkjdfsh.
Body CopyMinion Pro Regular
Headline CopyChevin Medium
Body CopyChevin Medium
Headline CopyAkzidenz-Grotesk
Life needsan operatingsystem.
Hsd gkjhdag adlkjherlk gjaslk fdg kjhdagfdfagrg; khdaf,bjsadg dfdfg lkjhbdflkj hdfbl jgd dafgkhdfsgleadg. Bdfg jkhdfka gjhkljhgadf dagjh-bsgjadg.Phjsdg jadgs kjssdahjgh adg sdg sadjbgelj ljghse.
4.4 Typography
A Subhead WhichAugments the Headline
Subhead CopyAkzidenz-Grotesk
A Subhead WhichAugments the Headline
Subhead CopyAkzidenz-Grotesk
Thank You.