Guidelines, alcatel lucent

All Rights Reserved © Alcatel-Lucent 2008

Corporate Branding and Style GuidelinesA vibrant new visual identity for consistent communicationsJanuary 2008

a. Logo usageThe uses of the Alcatel-Lucent name, icon and brandmark are governed

by precise rules that are described in this section. These rules have been built

to allow for an accurate and proper use of these elements, and they MUST

be respected and obeyed. The risks inherent in misusing the Alcatel-Lucent

name, icon and brandmark are numerous and serious.

If you are faced with a use case that is not clearly addressed in this section,

please contact the Alcatel-Lucent Corporate Communications Department

at + 33 1 40 76 13 65 or by e-mail at [email protected]

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Corporate Identity Components

Name

The Alcatel-Lucent company name waschosen after research and discussionfocused on the vision for the company.

External and internal brand perceptionstudies confirmed that both companiesshared strong brand attributes andthat the combination of these twobrands would create an identity thatwas relevant and compelling.

Icon

The Alcatel-Lucent icon is a stylizedversion of an infinity symbol that hasthe letters “A” and “L” embedded in it.

Its vibrant purple color blends the stability of blue with the energy of red.Purple is a bold and unique choice inbranding, but the color also has traditionally symbolized power andambition, and is associated with wisdom,dignity, independence and creativity.These are characteristics of the company.

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47.5 x 5 x

= x

10 x

5 x

Brandmark

The brandmark itself is made up of twodistinct elements: the name in a specifictypeface (often called a wordmark)and the icon. The wordmark uses a bold,contemporary typeface. The twonames are brought together andbalanced by the use of a small purplecircle, which brings a dimension ofcolor to the type.

This horizontal lock-up is the corporate signature to be used for all applications.

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Vertical lockup constructionRESTRICTED SPACE USAGE

Examples of usage with limited space

35.5 x

= x

10 x

4 x

5 x

5 x

This vertical lock-up is ONLY to be used for all applications where maximum impact is neededbut there is a restriction in the format length.

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Print Limitation Options

There are 3 versions of the logo availablefor both the horizontal and verticalvariations. The preferred version is the3D version whereas the flat color andmonochrome versions should be usedwhen the print process or backgroundrestricts the use of the 3D version.

3 Dimensional PREFERRED· print literature· signs, displays, environmental graphics· packaging and labels· video and online GUI· presentations· stationery· vehicles

Flat Color FOR RESTRICTED PRINT PROCESS· silk screen or flexography applications(on white background)· engraving and embroidery

Flat Monochrome FOR RESTRICTED PRINT PROCESS· silk screen or flexography applicationson color backgrounds· engraving and embroidery· one color print runs

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Minimum sizes 8 mm 5 mm

8 mm 5 mm

3D Horizontal

3D Vertical

Flat Horizontal

Flat Vertical

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Standard rules

The original logo should only appearon white background.

Special rules: black background

In some cases, using black as a background can be effective. The difficulty to avoid is the purple dotbeing lost against the black due to lackof contrast. In most print applications,it should be avoided. On-screen applications, where the purple is lit frombehind can work, such as video orflash. It can also be effective in largeinstallations, such as a trade showbooth, where attention is paid to thequality of the logo and lighting tooptimize the visibility of the purpleagainst the black.

Black and white applications

3 Dimensional

Flat Color

Positive (white background)

Negative (black background)

Flat Monochrome(black and white only)

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Applications on colored or busybackgrounds

On backgrounds that are NOT black orwhite, the monochrome version shouldbe used in black or white. As a guidefor deciding this, use the white monochrome brandmark when thebackground color has a gray scale valuegreater than or equal to 60% black.Alternately, use the black monochromebrandmark when the background colorhas a gray scale value less than 60%black. When using the monochromeversions, the AL in the icon is transparentand takes on the color of the background on which it is printed.

Note: When placing the logo over aphotograph, you must use the monochrome version, not the three-dimensional version. Please try to placeit in an area that is relatively clear toensure legibility.

Positive (color background)

Negative (color background)

Example of monochrome application innegative

Positive (light photograph)

Negative (dark photograph)

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Incorrect uses

The Alcatel-Lucent logo is new and notyet recognizable to stakeholders.Therefore it is prohibited to use the iconor the watermark as design elementsseparate from the brandmark itself.Thus, for example, it is forbidden to usethe icon as: > a bullet point> a button of any kind, e.g. on the web> in a word as an “o”, etc…”

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Do not change the typeface Do not change the color of the dot Do not use wordmark without the symbol

Do not place the symbol between thewords

Do not use the symbol without thecontainer

Do not change the color of the wordmark

Do not apply color to the symbol

Incorrect uses

Do not apply 3D mark on a dark background

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Do not apply drop shadows to themark

Do not apply 3D mark on a color back-gound

Do not change color of the symbol andthe dot

Do not distort the mark

Do not apply 3D mark over patterns orphotographs

Do not change the proportions of themark

Do not rotate the mark Do not change order of elements

Incorrect uses

c. Colors

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Colors

Alcatel-Lucent’s brand colors and highlight colors work together tocreate a refined and sophisticated environment.

Brand colors: Alcatel-Lucent’s brand colors are purple,white, black and gray. The elegant andunderstated black, white and gray bringbalance to the innovative and modernpurple. These colors will be a stable andenduring part of our style and brandingcomponents. The purple color must notbe overused, but rather must be reservedfor subtle and occasional use in graphics,titles or headings.

Highlight colors: Alcatel-Lucent’s highlight colors are Ruby,warm yellow, lime green and sky blue.These colors can be used expansively asthey bring a contemporary and dynamicfeeling.

BRAND COLORSPantones

Pantone 266 C

Pantone Process Black C

Pantone Cool Gray 9 C

Pantone Cool Gray 4 C

White

HIGHLIGHT COLORSPantones

Pantone 123 C

Pantone 213 C

Pantone 306 C

Pantone 368 C

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Colors

BRAND COLORSCMYK

C = 70 M = 85 Y = 0 K = 0

C = 0 M = 0 Y = 0 K = 100

C = 0 M = 3 Y = 0 K = 50

C = 0 M = 0 Y = 0 K = 25

C = 0 M = 0 Y = 0 K = 0

HIGHLIGHT COLORSCMYK

C = 0 M = 25 Y = 95 K = 0

C = 0 M = 95 Y = 25 K = 0

C = 75 M = 0 Y = 5 K = 0

C = 56 M = 0 Y = 100 K = 0

BRAND COLORSRGB

R = 105 G = 80 B = 161

R = 0 G = 0 B = 0

R = 150 G = 150 B = 150

R = 195 G = 195 B = 195

R = 255 G = 255 B = 255

HIGHLIGHT COLORSRGB

R = 255 G = 200 B = 40

R = 238 G = 45 B = 118

R = 0 G = 185 B = 225

R = 100 G = 190 B = 25

Guidelines, alcatel lucent

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