Magellan Brand · PDF fileMagellan Brand uidelines ct 2013 6 Magellan Logo with Registered...

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Magellan Brand Guidelines

Oct 2013

2Magellan Brand Guidelines – Oct 2013

Protecting the Brand and Trademarks

Protecting and strengthening the brand creates benefits for the company including:n Clear competitive differentiationn Instant credibility and trustn Loyal customersn Lower costs of marketingn Increased channel leveragen Barriers to new competitors

Trademarks can be lost if they are not used correctly. A trademark is lost when it becomes generic and sneaks into the language as a common name description of the product, as distinguished from the source and identity of the product. If a trademark becomes generic, the original owner loses exclusive rights to use the mark. Any competitor can then use the trademark and take advantage of the advertising and promotion dollars spent by the former owner. Some famous former trademarks that have become generic are nylon, escalator, kerosene, and zipper.

Fortunately, it is fairly easy to protect our trademarks. You only need follow the rules of proper trademark usage as outlined in this guideline.

VisionThe Magellan brand is a valuable business asset. Because it is our corporate and our product brand, the reputation of the company and the reputation of our products are closely linked and can never be viewed separately.

Guiding Principle

The purpose of this guide is to provide a tool to preserve and strengthen the unity and consistency of the Magellan brand. These guidelines should be used when creating a wide range of Magellan brand communications for marketing, tradeshows, internal and external presentations and more.

These elements ultimately shape public opinion about Magellan products and work together to establish a recognized and trusted brand.

This guide has been developed to ensure consistency across our communications. It is important to follow these guidelines in order to maintain and augment the voice and identity of Magellan products and strengthen brand recognition.


Magellan Brand Introduction 2

Table of Contents 3

Using the Magellan Brand Name 4

Magellan Logo Specifications 5

Magellan Color Applications and 8 Logo Treatments

Brand Color Palette 9

Co-branding 10

Typography 11

Magellan Sign-off and Trademark 12

Magellan Trademarks 13

Brand Imagery 14

Magellan Templates 15

Product Feature Icons 16

Presentation Template 18

Marketing Materials 19

Product Image Rules 27


Magellan is the name used to describe the consumerbrand to the market. While the legal name of the company is MiTAC Digital Corp., MiTAC Digital Corp. also has three fictitious business names: Magellan, Magellan Mobile, and Magellan GPS. MiTAC Digital Corp. is only used for legal purposes on contracts or other legal documents.

Do not refer to the company as MiTAC Digital Corp. in marketing documents.

Mio Powered by Magellan is the name used to describe Magellan products sold and marketed under the Mio brand outside the US and Canada.

Navman Powered by Magellan is the name used to describe Magellan products sold and marketed under the Navman brand outside the US and Canada.

YES! Magellan is a leading GPS navigation company.

NO! MiTAC is a leading GPS navigation company.

YES! MiTAC Digital Corp. is a wholly-owned subsidiary of MiTAC International Corporation and is headquartered in Santa Clara, CA.

NO! MiTAC Digital Corp., Inc. is a privately held company with headquarters in San Dimas, CA

YES! © 2010 MiTAC International Corporation. All rights reserved.*

NO! © 2010 Magellan. All rights reserved.

*This is a legal copyright line.

Brand Name Examples

Using the Magellan Brand Name

The Mio logo must conform to Mio brand guidelines.

The Mio Powered by Magellan logo must conform to Magellan brand guidelines.

The Navman logo must conform to Navman brand guidelines.

The Navman Powered by Magellan logo must conform to Magellan brand guidelines.


When using the Magellan logo, please be mindful of the minimum allowable size restriction and minimum amount of clear space permissible around the logo. There is no maximum clear space restriction, so feel free to allow for extra room whenever possible.

n Minimum logo size requirement: 1.0" (25.4 mm) wide.

n Minimum amount of clear space around the logo: unit of measurement is the height of the “M” in Magellan.

The logo representing the Magellan brand is displayed above. When referencing Magellan as the company, do not use any registration mark next to Magellan. When referencing Magellan as a trademark, always follow the trademark with the appropriate trademark notice (™ or ®) and copyright footnote. The appropriate trademark notice should appear at least once in each piece of printed matter, preferably the first time the trademark appears. The copyright footnote usually appears at the bottom of the last page. Most importantly, a trademark is a proper adjective and when used such as in advertising, catalogues, promotions, brochures, hang tags, radio, etc., must always be followed by its generic or common name. The trademark should never be used alone when it appears in text. In order to maintain consistent quality with regard to the reproduction of the Magellan brand and mark, please use only the electronic artwork provided by Magellan Corporate Marketing.

1.0"

Height of M

Magellan Logo Minimum Size Requirement

Minimum Clear Space

Magellan Logo Specifications


Magellan Logo with Registered TrademarksAll Magellan packaging, print and digital collateral should be accompanied by the registered trademark version of the approved logo. For print collateral, the registered trademark should only appear in the first appearance of the logo.

There are several sizes of the ® trademark. The larger version is used when the logo is 1.75” (44.5mm) in width or length. The smaller version is used when the logo is smaller than 1.75” (44.5mm).

Corporate sizing requirements We have two sizes of the ® logo lockup. For size requirements greater than 1.75” in width, use the Primary Usage Logo. For size requirements under 1.75” in width, use the Secondary Usage Logo.

Magellan Logo Specifications (Continued)

Primary Usage Logo

Secondary Usage Logo


Frequency and usage Keep the number of Magellan logos used in a communication to a minimum - usually no more than one logo on each surface or page.

In advertising and collateralIn advertising and other marketing materials the Magellan logo should be placed in a clearly subordinate size and position to the advertiser's primary company or product identity.

On packaging and manualsThe Magellan logo should be positioned in a visible area on the outside of product packaging and manuals.

Magellan Logo Specifications (Continued)


2-colorBlue PMS 285 C and Black

Black on White background

Blue PMS 285 C

White onBlack background

Logo Color ApplicationsIdeally, the Magellan logo should be applied in a 2-color format on a white background. Certain applications may require a single color option as depicted above.

Unacceptable Logo TreatmentsModifying the Magellan logo or using the Magellan logo vertically undermines the logo and weakens the brand. Included above are some examples of what NOT to do with the logo.

Magellan Color Applications and Logo TreatmentsCorporate Logo Color Application Unacceptable Logo Treatments

Do not alter the logo in any way

Do not use any kind of a drop shadow on the logo

Do not place the logo in a shape

Do not modify orientation or distort the logo’s appearance

Outdoor Logo Color Application

PND & Mobile Logo Color Application

Metallic Copper PMS 8620 on Green PMS 7494 background

Metallic Silver PMS 877 on Blue PMS 308 background

Magellan corporate logo color usageThe corporate brand has a limited palette of two colors including black for the logotype and PMS Blue 285C for the satellite and orbit elements. They represent the main colors of the logo and can be used as support colors.

These are key identifiers and brand attributes that should be carried through on all related materials.

All color formulas are consistent with the Pantone Solid Color Book. Color formulas in software programs may vary. Please ensure a visual check on your printed pieces.

Brand Color Palette

Magellan Brand Guidelines – Oct 2013 9

Black— CMYK: 0/0/0/100 RGB: 0 0 0 Hexadecimal: 000000

Magellan BluePMS 285 C CMYK: 90/48/0/0RGB: 0 115 207 Hexadecimal: 0073CF

Primary Color Palette- Magellan corporate logo color usage

Metallic SilverPMS 877 CMYK: 0/0/0/40 RGB: 167 169 172 Hexadecimal: A7A9AC

Product catagory brand color usageWhenever using Vehicle GPS background color Blue PMS 308 the mandatory logo color is Metallic Silver PMS 877.

Whenever using Outdoor GPS background color Green PMS 7494 the mandatory logo color is Metallic Copper PMS 8620.

BluePMS 308 CMYK: 100/58/32/13RGB: 0 92 127 Hexadecimal: 005C7F

GreenPMS 7494 CMYK: 25/0/40/15 RGB: 169 195 152 Hexadecimal: A9C398

Secondary Color Palette- Product category brand color usage

Vehicle GPS packaging and materials brand colors— Magellan RoadMate and Maestro

Outdoor GPS packaging and materials brand colors — Magellan Triton, eXplorist and ToughCase

Metallic CopperPMS 8620 CMYK: 45/54/69/24 RGB: 123 99 77 Hexadecimal: 7B634D


The Mio Powered by Magellan logo should be applied in a 2-color format on a white background. Certain applications may require a single color option as depicted above.

The Navman Powered by Magellan logo should be applied in a single color format as depicted above.

Co-branding

Powered by Magellan

powered by Magellan®




Typography

ABCabc 1234567890

ABCabc 1234567890

ABCabc 1234567890

ABCabc 1234567890

DINOT light

DINOT Regular

DINOT Medium

DINOT Bold

Primary Typeface: DINOT OPEN TYPE

ABCabc 1234567890DINOT Black

The typographic family used for the Magellan brand is the DINOT family. When the DINOT family is not available, it is acceptable to substitute with Arial.


Example excluding product reference:© 2010 MiTAC International Corporation. Magellan and the Magellan logo are registered trademarks of MiTAC International Corporation and are used under license by MiTAC Digital Corp. All rights reserved.

Example including product reference: © 2010 MiTAC International Corporation. The Magellan logo, Magellan, RoadMate, Quickspell, and Triton are registered trademarks of MiTAC International Corporation. SmartDetour and OneTouch are trademarks of MiTAC International Corporation and are used under license by MiTAC Digital Corp. All rights reserved. All other trademarks and registrations are the property of their respective owners.

Example with third party:© 2010 MiTAC International Corporation. The Magellan logo, the Mio Powered by Magellan logo, the Navman Powered by Magellan logo, Magellan, RoadMate, QuickSpell and Triton are registered trademarks of MiTAC International Corporation. SmartDetour and OneTouch are trademarks of MiTAC International Corporation and are used under license by MiTAC Digital Corp. All rights reserved. The AAA logo is a trademark of the American Automobile Association. AAA © 2010 All rights reserved. CAA and the CAA logo are trademarks of the Canadian Automobile Association. All other trademarks and registered trademarks are the property of their respective owners.

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Layout Options

Magellan Sign-off and Trademark

Magellan Navigation S.A.S.Z.A.C. de La FleuriayeB.P. 6043344474 Carquefou CedexFranceTel: +33(0)2 28 09 38 00Fax: +33(0)2 28 09 39 39www.magellangps.com

Made in China

©2007 Magellan Navigation, Inc. All rights reserved. The Magellan logo and Magellan are trademarks of Magellan Navigation, Inc.


Made in China

Magellan Navigation, Inc.960 Overland CourtSan Dimas, CA 91773 USAwww.magellangps.com

Magellan Navigation, Inc.960 Overland CourtSan Dimas, CA 91773 USATel: 909 394 5000Fax: 909 394 7050www.magellangps.com


Made in China

Trade Gothic Bold Condensed

Trade Gothic Bold Condensed

Trade Gothic Condensed

Magellan Trademarks

PrintMagellan product and intellectual property trademarks appear according to standard industry practices.

Only the first instance in the body of a printed piece bears the product or property trademark.

This first instance includes appearances which occur in headings or titles in the case of packaging and press releases. Signage, direct mail pieces and all other instances, the trademark should be included the first time it appears in body copy. The trademark symbol is always superscripted, reduced in size and aligned with the cap height of the text.

WebTrademarks in web page presentations appear on each new page in the first instance of body copy only. Headings and titles do not include the trademark. This ensures proper inclusion without disrupt-ing the flow of information as many web pages are data-base driven, while many headings are often graphical.

Below is a list of Magellan trademarks and a list of fre-quently used partner trademarks.

PrintMagellan product and intellectual property trademarks appear according to standard industry practices.

In signage, direct mail pieces and all other instances, the appropriate trademark symbol should be included the first time the trademark appears in body copy. The trademark symbol is always superscripted, reduced in size and aligned as closely as possible with the cap height of the text. The trademark symbol is always superscripted, reduced in size and aligned as closely as possible with the cap height of the text.

WebTrademarks in web page presentations appear on each new page in the first instance of body copy only. Headings and titles do not include the trademark. This ensures proper inclusion without disrupting the flow of information as many web pages are database driven while many headings are often graphical.

Above is a partial list of Magellan trademarks and a list of frequently used partner trademarks. For a complete and updated list, please contact the Magellan Legal Department.

Magellan Brand Guidelines –Oct 2013 13

Registered Trademarks ® in the USA

and Other Countries

Ask Maggie®

eXplorist®

Magellan®

Magellan and design (satellite logo)

Magellan RoadMate®

MapSend® (Canada)

Meridian®

QuickSpell®

SporTrak®

SmartVolume®

Triton®

TrueView®

Common Law Trademarks TM

MapSend™ (US)

As individual as you are™

BlueNav™

CrossoverGPS™

OneTouch™

SayWhere™

SmartDetour™

Turn it on and go!™

Your favorites at your fingertips™

AdventurePack™

VantagePoint™

ToughCase™

Registered Trademarks and Trademarks – Partners

AAA TourBook®

Penske

CITO

Groundspeak

Geocaching.com


Magellan logos can be downloaded at www.magellangps.com. For icons, product photography and other images, contact Corporate Marketing,

Brand Imagery


Magellan Templates

Forms, Letters and Fax Templates

When creating a Magellan form for broad use in the company, please contact Corporate Marketing for assistance.

When creating a form for departmental use only, please start with the appropriate template noted above.

Ensure that the DINOT font is installed on your PC to ensure consistency.

Use Arial if DINOT is not immediately available or if the document will be sent outside of Magellan electronically where a recipient is not likely to have DINOT.

Business System


471 El Camino Real

Santa Clara, CA 95050 USA

+1 408 615 5100 TEL

+1 408 615 5200 FAXwww.magellanGPS.com

FAX Cover Sheet To: ________________________ Fax #: ________________________

Company: ________________________ Phone #: ________________________

From: ________________________ Fax #: ________________________

Re: ________________________ Phone #: ________________________

Date: ________________________ Pages Including Cover: ____________

Urgent For Review Please Reply

Please Recycle Please Comment

Fax Cover Sheet - US

471 El Camino Real Santa Clara, CA 95050 USA

+1 408 615 5100TEL

+1 408 615 5200FAX www.magellanGPS.com

471 El Camino Real Santa Clara, CA 95050 USA

FIRSTNAME LASTNAME Title Title [email protected]

471 El Camino Real, Santa Clara, CA 95050 USAwww.magellanGPS.com

+1 408 615 5100 TEL

+1 408 888 0000 CELL

+1 408 615 5200 FAX

NEVER use a serif font, such as Times New Roman.

Letterhead and business cards must be produced by a professional printer who can achieve the gray "bleed" at the bottom of the template.

Fax templates may be printed in-house and may be reproduced without the gray "bleed", due to margin constraints on standard laser printers.

For international requirements please contact Corporate Marketing. Corporate Marketing will provide files for stationery and business cards that will meet international size requirements.


Product Feature Icons

Product feature icons are used on product packaging, websites, dealer sheets and other communications materials. These icons were developed to give the customer a quick view of the prime features and functions of the product. These icons help differentiate products within each series and aid in the purchase decision. Only the feature icons shown here can be used. Do not attempt to create new icons. No more than ten icons should appear on the side panel of any packaging. If more than ten icons relate to a particular product, the top ten are chosen in order of importance, according to key messages defined by the team. The same rules apply if icons are to be used on merchandising, trade show signage or other collateral. Product feature icons are used on the side of product packaging, including software and bundles.

4.7” 4.7” Touch Screen

Integrated Traffic Service

Highwaty Lane Assist

Spoken Street Names

Text-to-speechSpoken Street Names

QuickSpell® with SmartCity Search

Highway Exit POI

Built-in AAA TourBook®

External audio/video input

Roadside Assistance

AV IN

Address Book Integration

In-app Music Control

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Bluetooth®

OneTouch™ Favorites Menu

Over 6 Million Points of Interest (POI)

Multi-destination Routing

Pedestrian Mode

3D Landmarks

Find Your Car

Auto Navigation


Product Feature Icons

High Sensitivity GPS

SiRFstarIII

AA Batteries

IPX-7 Waterproofand Shock Resistant

WAASEGNOSMSAS

GPX Compatible

Paperless Geocaching

Touch Screen

National Geographic Map Compatible

Digital Camera

NMEA Message Output

IPX7

GPX

Microphone

Electronic 3D Compass

Barometric Altimeter

VantagePoint Compatible

microSD™

Product feature icons are used on product packaging, websites, dealer sheets and other communications materials. These icons were developed to give the customer a quick view of the prime features and functions of the product. These icons help differentiate products within each series and aid in the purchase decision. Only the feature icons shown here can be used. Do not attempt to create new icons. No more than ten icons should appear on the side panel of any packaging. If more than ten icons relate to a particular product, the top ten are chosen in order of importance, according to key messages defined by the team. The same rules apply if icons are to be used on merchandising, trade show signage or other collateral. Product feature icons are used on the side of product packaging, including software and bundles.

Outdoor GPS

Magellan Presentation Template Always use the current Magellan template for all internal and external presentations.

Use the FORMAT > APPLY DESIGN TEMPLATE command to convert an older presentation to the new template.

Ensure that the appropriate font is installed on your PC to ensure consistency.


Always use Arial font.

You can find the latest presentation template in the Communications section of the intranet.

Magellan Presentation Template

For more information on color, please refer to page 9 of this document.

See the example above for the general principles that should be followed when developing Magellan marketing materials. For reference, samples of Magellan marketing materials are shown on pages 17 - 26.

CollateralThe Magellan logo must be prominently displayed in the upper right hand or lower right hand position.

Magellan Logo Guidelines must be strictly applied. See page 5.

Marketing Materials


Auto Navigation Dealer Sheet Front Page

[

[[

[

Magellan logo is displayed in Metallic Silver PMS 877 and placed in the top right corner

Icon for unique feature here

A black/white auto navigation image is placed screen back on the blue header background image

Column includes screen shots to be placed in the lower right below the header section

Gray triangle symbol points to the title/positioning statement

Product name

Product photo with reflection is placed with 9/10 of the image crossing into the header area.

Header background is displayed in Blue PMS 308

Detailed body copy typically appears on a white background in the first column just below the product image

Title/Positioning Statement

[

[ Feature/Benefit Statements


Marketing MaterialsAuto Navigation Dealer Sheet Back Page

[Product name is displayed in Blue PMS 308.

[

Partners logo placement

[

Legal line placement

[

Setup information

Magellan logo in Metallic Silver PMS 877 color placed right top corner of footer

[ Product specifications

[Product image with reflected shadow

[ Footer background is displayed in PMS Blue 308

For more information on color, please refer to page 7 of this document.

See the example above for the general principles that should be followed when developing Magellan marketing materials. For reference, samples of Magellan marketing materials are shown on pages 17-23.

Collateraln The Magellan logo must be prominently displayed in the upper right hand or lower right hand position.

n Magellan Logo Guidelines must be strictly applied. See page 4.

Marketing Materials


Outdoor GPS Dealer Sheet Front Page

[

[

[[

[

Magellan logo is displayed in Cooper PMS 8620 and placed in the right top corner

Call out feature icon

A Black/White outdoor lifestyle image is placed screen back on the green header

Title/Positioning Statement

Copper Triangle symbol points the start of content

Product name is displayed in Metallic Copper PMS 8620

Product photo with reflection are placed with 9/10 to 2/3 of the image crossing into the header area

Header background is displayed in Green PMS 7494

Detailed body copy typically appears on a white background in the lfirst column just below the product image

Detailed body copy typically appears on a white background in the lfirst column just below the product image

[Screen shots typically appear below body copy on coner left


Marketing MaterialsOutdoor GPS Dealer sheet back page

Product name is displayed in Metallic Copper PMS 8620

[

Partner logo placement

[Legal line placement

[

Setup information

Magellan logo in Metallic Copper PMS 8620 color placed right top corner of footer

[ Product specifications

[ Footer background is displayed in Green PMS 7494


Auto Navigation Package ExampleMarketing Materials

Metallic Silver PMS 877 Magellan Logo

[

[

Magellan Product Name/Model Number

Top three feature product screen shots and descriptive paragraphs in English, French and Spanish.

[Feature Icons table in English, with French and Spanish translation

[

Product always appears in center of front panel with reflection

[


[

Map coverage icon


Outdoor GPS Package Example

Legal line placement

[

[


[Top two/three feature product screen shots and descriptive paragraphs in English, French and Spanish.

[Package contents and system requirements

[

Product always appears in center of front panel with reflection

[


[

Feature Icons table in English, withFrench and Spanish translation

Marketing Materials

Metallic Copper 8620 Magellan Logo

[


Marketing MaterialsAuto Navigation Email Elements Example

[ Brand color Blue PMS 308 and Highway image

[ Magellan White Logo

[ Title

[ Subtitle

[ Screen shots

[[

Headline

Copy

[ Legal copy

Magellan Brand Guidelines – February 2007 26Magellan Brand Guidelines – Oct 2013 26

[ Metallic Copper PMS 877

[ Brand color Green PMS 7494 and outdoor image

[ Title

[ Subtitle

[ Headline

[ Graphic of product box or product here

[ Copy

[ Legal copy

Marketing MaterialsOutdoor GPS Email Elements Example

Following are rules to employ when creating or using product images.

Use drop shadows on products whenever possible. The only exception is when a dealer's rules dictate that product imagery should be used without a drop shadow. See example above for instructions on how to create drop shadows correctly.

If possible, do not overlap products. For example, in a brochure or on a tradeshow piece, have each product fully viewable at all times. In the case of smaller pieces, limit the number of products displayed so that they do not overlap.

Consider the geography in which your materials will be presented when determining which screen shots to use on the product image.

a. What language should the screen shot be displayed in? b. Should it have a detailed level map or a basemap? c. Should the positioning data be identifiable?

If providing product images to a third-party, a vendor or an internal resource, first determine what their need may be. Second, send them an appropriate-sized file of the right resolution, for example, an image for a PowerPoint presentation should be small in size and low-resolution, while an image for a 10' by 10' poster at a tradeshow will be large in size and higher resolution.

Is this a product image that we own? If it is an image provided to us by a partner, have we secured the release rights?

Magellan Product Image Rules

Magellan Brand Guidelines – Oct 2013

Product and Screen Shots

To create a shadow, open Photoshop and go to the Layer Style window under Layer in top menu. Select Multiply in Blend Mode. This is what makes the shadow transparent. Opacity should be 50% and angle 120º. Distance and size will vary according to the size of the product.

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Do not stretch or squeeze the screen. It should be properly proportionally sized.

MiTAC Digital Corp.Corporate Headquarters471 El Camino RealSanta Clara, CA 95050-4300USATel: +1 408 615 5100Fax: +1 408 615 5200

www.magellanGPS.com

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