Trend Micro Brand Corporate Identity Standards

Trend Micro BrandCorporate Identity StandardsHigh-Level Launch MaterialsTrend Micro Corporate Identity Standards – Worldwide Updated January 2009

Confidential

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Contents

Brand Strategy 3

Importance of Brand Identity 4

Brand Promise and Personality 5

Design Approach 6

Brand Identity Framework 7

Brand Logo 8

Hierarchy 9

Color Options 10

Tagline Usage 11

Usage on Imagery 12

Clear Space and Minimum Size 13

Improper Brand Logo Usage 14

t-Ball Logo Usage 15

Improper Usage 16

Smart Protection Network Logo 17

Branded Applications 18

Branded Color and Size 19

Non-Branded Applications 20

Non-Branded Color and Size 21

Ingredient Logo 22

Backgrounds and Clear Space 23

Minimum Size and Improper Use 24

Partner & Program Logos 25

House Call Logo 26

Trend Labs Logo 27

Color Palette 28

Typography 29

Typography 30

Photography 31

People Photography 32

Correct Photography Usage 33

Incorrect Photography Usage 34

Correct Packaging Photography Usage 35

Voice Style 36

Copy Guide 37

Process 38

Brand Asset Management 39

3

Brand Strategy

3

Welcome to the global Trend Micro Corporate Identity

Standards. This document will be your toolkit in building

the materials that will promote the Trend Micro brand

worldwide. Please direct any questions on executing against

these guidelines to the Corporate Branding Team, see page

39 for contact information.

Trend Micro has a rich history of dedicating itself to

continuous technological innovation. By enabling and

accelerating the digital revolution, Trend Micro established

itself as a global technology leader. And we’ve consistently

stayed ahead of the game with rock-solid secure content

and threat management solutions.

We take a forward-thinking approach to addressing rapidly

evolving security threats. We provide support our customers

can count on through seamless and scalable solutions. Our

innovative security portfolio, responsive service and global

focus empower our customers by creating a secure environ-

ment for exchanging digital information.

4

Importance of Brand Identity

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The Trend Micro brand identity is vital to our success and is

key to realizing our future. Strong brands attract customers

and partners, inspire loyalty, allow premium pricing and

have the elasticity to extend to new areas of opportunity.

Investment in our brand identity is essential to strengthening

it. To realize the full benefit of this investment and to remain

cost effective, we must communicate the brand with clarity

and strength. This will allow us to drive forward and succeed

in a constantly changing marketplace.

In all applications and across all audiences, in any language

and in any country, through the consistent visual and

verbal application of our brand identity, Trend Micro will

be recognized instantly—and its brand promise will be

immediately understood.

To achieve this goal, we are each responsible to ensure

that all communications, regarding any of our products,

technologies or initiatives, are closely aligned with our

brand identity. This means taking great care when building

communications with our basic elements, and fully

understanding the simplicity and elegance of our brand

identity. It is this effort that will continue to drive equity

back into the Trend Micro brand.

5

Brand Promiseand Personality

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Trend Micro is always there for you and always looking ahead.

We are responsive. We work nimbly and adaptively to address

the ever-changing threats on the Web. To ensure content is

protected and our customers have peace of mind. Because it’s

not just about viruses anymore, Trend Micro takes a global,

forward-looking approach to defending the network against

all manner of rapidly evolving security threats.

We are approachable. Our focus goes beyond the network. It’s

about protecting people, empowering them to use technology

to its greatest potential. We work closely with our customers.

Look at things from their perspective. We’re like the friend

that always responds, always supports and always gives the

latest, expert-level security advice—whether it’s about

managing content or outmaneuvering spyware, spam and

phishing threats. We are also the friend who will give an honest

answer, even if it’s hard to hear. This kind of “tough love” is

best represented in the Think Again campaign.

We are determined. It’s a goal we pursue relentlessly:

putting the customer in control in an insecure world. No

matter where they go throughout the Web, they’re always

prepared—with absolute, ongoing information security.

Trend Micro is always there for our customers.

Trend Micro is approachable and smart.

Trend Micro is global and forward-thinking.

6

Design Approach

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Design is where all the components of a brand come together

and come to life in visual form.

Stand-alone imagery and color fields are not in and of

themselves ownable. More than an assemblage of parts, the

design of Trend Micro materials is a planned and strategic

effort, with attention given to each and every detail. From the

colors employed to the materials used, every choice should

aim to effectively communicate the brand identity and brand

personality, as articulated on the previous page.

Trend Micro design style should always be inviting and

approachable. That means keeping the look and feel clean and

uncluttered. Balance the use of red with ample white space.

Give type the room it needs to be easily read and understood,

especially when placed on photography.

It is the unique combination of the corporate logo, fonts,

colors, photography and copywriting that help viewers

instantly recognize branded materials as belonging to Trend

Micro. Those elements are defined on the following page.

Masterbrand

Trend Micro Red

Voice Style

Confident

Intelligent

Positive

Human

Color Palette

Photography

Typography

InterState

Brand IdentityFramework

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Trend Micro is a company on the forefront of

a great evolution. Therefore, our look and feel

reflects a fresh approach that utilizes various

brand elements to communicate Trend Micro’s

innovative and proactive benefits.

The brand elements are the building blocks of

our brand identity, which informs how we look,

what we say and what we sound like to our

customers worldwide.

Brand Logo

8

The Trend Micro brand logo is comprised of the t-Ball icon

placed next to the properly typeset words “Trend Micro.” This

graphic symbol identifies the source of goods and services

offered for sale by Trend Micro Group of Companies, Trend

Micro Incorporated (Japan), and each of its subsidiaries.

The logo should appear on all Trend Micro publications

including corporate information, technical and marketing

collateral, in print or in electronic form; items used for

promotional giveaways; print and online references to

Trend Micro Incorporated or subsidiaries; and other

company identification materials (e.g. letterhead, business

cards, presentation templates, banners and signage).

The logo is intended for use solely by Trend Micro Japan

and its subsidiaries. The logo may also be used with prior

written authorization by Trend Micro partners, resellers, or

distributors.

Tier 1 Primary Brand Secondary Branding

Tier 2 Corporate Technology Corporate Ingredient

Tier 3 Corporate Product/Program

Tier 4 Product Sub-Brand

Brand Logo Hierarchy

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Think of our brand hierarchy as a kind

of family tree, with the corporate

master brand as most important, the

brand from which all the others were

developed. Second to the corporate

master brand are the corporate

technology and corporate ingredient

brands (read more about these on

page 17). Note that these brands do

not stand alone, but include Trend

Micro.. The same is true for the third

level, which includes product and

program branding. The fourth level

is the product sub-brand level, which

includes HouseCall and TrendLabs. In

order to promote recognition of our

Primary Brand leveraging our Master

Brand, Product Sub-Brand logo devel-

opment is not encouraged except

when the Product or Sub-Brand name

have greater awareness than the

Master Brand mark.

Premium Partner

Premium Partner

These are examples and not inclusive of all logos that fit these categories

These are examples and not inclusive of all logos that fit these categories

Brand LogoColor Options

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Trend Micro brand marks are a powerful representation

of the company and should always be visually distinct

from the surrounding space.

The full color versions of the brand logo should be used

wherever possible. The preferred color for the Trend

Micro brand logo is Trend Micro Red with black type on

a white background.

If the background is darker than a 40% black value, the

logo version with white type should be used for proper

contrast. Please ensure that the shadow shape blends

into the background by applying a "multiply" to it from

the transparency drop-down menu.

When printing limitations restrict the use of spot color

or four-color process, the Trend Micro corporate logo is

available for use in flat red, black or grey or reversed out

of red, black or grey.

Trend Micro brand logo on white background

Preferred Usage

Trend Micro brand logo reversed out of black

Tertiary Usage

Solid red White reversed out of red

Solid black White reversed out of black

70% black White reversed out of 70% black

Secondary Usage

Brand LogoTagline Usage

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Securing Your Web World

Trend Micro provides the security you need

to explore your world. We strive to make sure

the evolving threats of the Web never stand

between you and your goals and your potential.

Our tagline complements and reinforces the

brand logo, in which the “t” encircles the globe—

protecting and empowering.

It’s important that the Trend Micro corporate

logo with tagline is always used in its correct,

trademarked form. It should never be altered in

shape, proportion or set in a different typeface,

nor should it appear in any other than the

approved colors shown in this guide.

The simplest way to ensure you are using the

logo in its correct form is to always use the

official artwork provided on our intranet.

https://myhome.trendmicro.com/branding

Proper Usage

Horizontal version lockup

Stacked version lockup



Minimum print material size:

1”/2.54 cm wide


2.25”/5.715 cm wide

Minimum online size:

108 pixels wide


261 pixels wide

Brand LogoUsage on Imagery

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Preferred Usage

When placed on a four-color photographic

background, the brand logo must be legible.

Be sure it's highly visible and not obscured by

a distracting background. On a dark background,

use the version of the logo with white type and

on a light background use the version with black

type as shown in the 2 examples on the right.

Secondary Usage

If the background is red or any color that blends

with the 4-color version of the logo, then the

secondary version of the logo should be used.

Please use the secondary version that contrasts

the most on the background image.

Preferred Usage

4-color version of the Brand logo applied on backgrounds with sufficient contrast

Secondary Usage

Secondary versions of the Brand logo applied on backgrounds with sufficient contrast

Brand Logo Clear Space and Minimum Size

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Clear space and minimum size for the Trend Micro brand

logo has been established to ensure maximum visibility

and legibility.

Be aware of the clear space and minimum space that must

be maintained around the logo. Be sure the area is even

and free from any interfering graphics.

The minimum width of the logo in print materials is 1”

or 2.54 cm. For online applications, the logo should

appear no smaller than 62 pixels wide.

For smaller applications, the tertiary versions should be

used to maintain integrity of logo with less detail.

There is no maximum size for the brand logo. In the event

that the logo appears larger than three feet wide, make

sure to use the proper artwork that adjusts the size of the

trademark symbol (™) accordingly.

Clear space


1”/2.54 cm wideMinimum online size:

62 pixels wide

Securing Your Web World SECURING YOUR WEB WORLDSecuring Your Web World

TRENDM I C R O

Improper BrandLogo Usage

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In order to build the equity and recognition of the brand logo, it is imperative that it

be used in a consistent and legible manner. Altering the logo may degrade its value

and recognizability. Below are examples of unacceptable logo alterations.

Do not outline the logo Do not change the color

of the logo or letters

Do not distort the logo Do not make a pattern

of the logo

Do not place logo in

a holding shape

Do not rotate or angel

the logo

Do not change

the typeface

Do not add

graphic elements

Do not make "t" any color other

than white

Do not use the 20th Anniversary logo,

this was retired at the end of 2008

Do not apply gradient or

pattern to the logo

Do not change the color

of the tagline

Do not change the size or

placement of the tagline

Do not change the typeface

of the tagline

t-Ball Logo Usage

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Definition of Logo

The t-Ball logo without the accompanying “Trend Micro” text

(standalone format) is an abbreviated form of the Trend Micro brand

logo. The t-Ball logo should only be used instead of the Preferred,

complete Trend Micro logo when space is limited (examples: System

Tray Icon, chart or diagram), or the page, screen or piece is already

Trend Micro branded with the complete logo (as a graphic element

(ads at right) or in a diagram). The t-Ball logo may be used in all regions

without any restrictions.

Logo Usages

The t-Ball may be used in advertising and collateral as a graphic

element to anchor a concept as seen in the print ad to the right.

Guidelines for use:

• The t-Ball logo can only be used in the same approved forms and

executions as the full Trend Micro logo (shown at right).

• The t-Ball logo can not be used with the Trend Micro tagline.

• The t-Ball logo can not be modified (stretched, color changed,

slanted, etc.).

• Because the uses for this logo are more graphical, there are no

sizing or spacing restrictions around the use of the t-Ball logo.

t-Ball logo

Print ad

t-Ball LogoImproper Usage

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Improper Usage

Specific use of the t-Ball logo in print/online

advertising and collateral is not to be replicated by

agencies/vendors other than the ones producing

those specific advertising and collateral pieces.

tDo not outline the logo Do not change the color of the logo Do not distort the logo

Do not rotate or angle the logo Do not change the typeface Do not add graphic elements

Do not make a pattern of the logo Do not place logo in a holding shape Do not change the color of the letters

Improper Usage

Do not use the logo as a

watermark at any size

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Smart Protection Network Logo

The Trend Micro Smart Protection Network can be represented by

two different logos specifically designed for distinct applications

to global audiences. Please identify the proper logo for usage

based on the descriptions below and the guidelines provided.

Branded Applications

In all cases where the Trend Micro logo is present, use the

branded version of the Smart Protection Network logo (globe icon

with verbiage) to represent the Trend Micro Smart Protection

Network. Trend Micro branded websites, collateral, packaging, and

advertising are all examples where this branded version of the

logo should be employed. DO NOT USE the non-branded (partner/

affiliate) version of the logo on Trend Micro-owned properties

(packaging, presentations, websites, collateral or advertising).

Non-Branded Applicatons

When the Trend Micro Smart Protection Network logo is used in

environments outside of the Trend Micro properties (packaging,

presentations, websites, collateral, or advertising), the non-branded

version of the logo should always be used. Partner/affiliate websites,

collateral pieces, and packaging are all examples of where the non-

branded Trend Micro logo should be employed. DO NOT USE the

branded version of the logo in non-branded properties.

Logo for Branded Applications

Logo for Non-Branded Applications

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Smart Protection Network Logo:Branded Applications

Logo Colors

The Smart Protection Network logo can appear in black and

white or full-color. When possible, use the full-color version.

General Rules for Logo Usage

· Do not alter in any way (shape, color, configuration, etc.).

· The horizontal version of the logo is preferred and is your primary option.

· The vertical version is a secondary option.

· The “type treatment” version should be used only when limited space precludes you from using “full” versions.

· Do not translate or localize into any other language.

· The icon portion of the branded logo (abstract globe with protective rings) can be used as a stand-alone graphic similar to the t-Ball from the corporate logo.

– “Trend Micro™ Smart Protection Network” text to appear elsewhere on the page or screen.

– Background and sizing restrictions outlined here do not apply.

Improper Usage

Do not position Smart Protection Network logo in close proximity to corporate logo.

Preferred Usage

Secondary Usage

Improper Usage

Tertiary Usage

This version of the logo should only be used in rare cases where space does not permit the use of the entire logo (including globe icon)

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Smart Protection Network Logo:Branded Color and Size

Full-color for white background use only Contained full-color logo for solid background

Black for white background use only Contained black-and-white for solid background

Full-color for white background use only Contained full-color logo for solid background

Black for white background use only Contained black-and-white for solid background

Print Media and Screen/ Online MediaMinimum size: 1.165”/3 cm wideMinimum online size: 84 pixels wide

Print Media and Screen/ Online MediaMinimum size: 0.95”/2.43 cm high Minimum online size: 69 pixels high

Preferred Version: Color Options

Preferred Version: Minimum Size Tertiary Version: Minimum SizeSecondary Version: Minimum Size

Secondary Version: Color Options

Print Media and Screen/ Online Media (Type only version)Minimum size:0.57”/1.45 cm wideMinimum online size:41 pixels wide

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Smart Protection Network Logo:Non-Branded Applications

Logo Colors

The Smart Protection Network logo can appear in black and

white or full-color. When possible, use the full-color version.



· The horizontal version of the logo is preferred and is your primary option.

· The vertical version is a secondary option.


Preferred Usage

Secondary Usage

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Smart Protection Network Logo:Non-Branded Color and Size

Full-color for white background use only White for solid backgroundBlack for white background use only

Full-color for white background use only White for solid backgroundBlack for white background use only

Print Media and Screen/ Online MediaMinimum size: 1.165”/3 cm wideMinimum online size: 84 pixels wide

Print Media and Screen/ Online MediaMinimum size: 0.95”/2.43 cm highMinimum online size: 69 pixels high

Preferred Version: Color Options

Preferred Version: Minimum Size Secondary Version: Minimum Size

Secondary Version: Color Options

Ingredient Logo

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The ingredient logo is a graphic symbol for the purpose

of identifying Trend Micro as an ingredient in a third party

product. The ingredient logo should also appear on all

co-branded publications.

Partners will benefit from using the ingredient logo as it

connotes market leadership and content security expertise

to IT managers, administrators and purchasers. Third

party products can leverage the global strength of the

Trend Micro brand as well as emphasize the additional

security Trend Micro technology provides.

Logo Configurations

The ingredient logo can appear in two configurations:

horizontal (preferred logo forms for print)

or vertical (preferred logo forms for online/screen).

General Rules for Ingredient Logo Usage

· The ingredient logo artwork may not be altered in any way, including using the t-Ball logo forms separately from the company name.

· The ingredient logo may not be translated or localized into

any other language.

· Acronyms may not be used in the ingredient logo.

· When used by authorized third parties, the logos must be

larger than or of equivalent size as third party logos.

· The ingredient logo may be used with no more than 3 other

ingredient logos.

· The ingredient logo must always remain encapsulated

within the rounded rectangle line or color.

The creation of additional ingredient logos is prohibited

due to the potential for weakening the Trend Micro brand.

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Preferred Form Alternate Forms Black & White Form

x

x

Ingredient LogoBackgrounds and Clear Space

23

Backgrounds

Both configurations of the Trend Micro Secure logo can

appear in three different colors; black, gray, or white. Use the

logo that maximizes the contrast with its background color.

Example: Use the black logo on a white background and a

white logo on dark background. Note that the alternate form

on the grey background represents a metal surface and should

not be used otherwise. There is also a black-and-white version

for use on colorless applications only. Use the variation most

appropriate to the material, audience, and budget. Note that

the “t” shape in the sphere is always white regardless of

background color except in the black-and-white version.

Clear Space

The ingredient logo requires appropriate clear space.

A minimum amount of space must be left between the logo

and any other object such as type, other logos, borders,

edges. The border of space around the logo must be “x”

wide, where “x” equals the height of the t-Ball in the logo.

Under no circumstances should the logo be split between

two background colors or other types of design elements.

Print Application Logo

This logo is to be used for all

approved hardware applications,

packaging, datasheets, white papers,

advertising, presentations, and all

other marketing materials.

Online Application Logo

This logo is to be used for all

approved online co-branding

initiatives involving partner

websites, the Trend Micro

website, and all other online/

screen applications.

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Ingredient Logo Minimum Size and Improper Use

24

Minimum Size

The integrity of all elements of the Ingredient logo should

be maintained when resizing. For example, the logo type

and trademark notations must be readable; in no case

should the logo appear at such a small size that these

conditions are not met.

Improper Usage

In order to build the equity and recognition of the Ingredient

logo, it is imperative that it be used in a consistent and

legible manner. Altering the logo may degrade its value

and recognizability. Below are examples of unacceptable

logo alterations.

Print MediaMinimum size:0.65"/1.7 cm wide

Screen/Online MediaMinimum online size:128 pixels wide

Don't stretch logo disproportionately Don't use logo on unacceptable backgrounds

Don't set logo at any angle Don't size logo smaller than minimum requirements

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Partner & Program Logos

Creation of Partner and Program supporting logos

Creation of partner or supporting logos must be approved

by brand team prior to use. Partner logos are intended

to denote an official Trend Micro partnership (such as

“Premium Partner” or “Technology Partner”), or when

there is a specific group that wants to set themselves apart

from the general corporate umbrella (such as “Trend Micro

Network Services”).

Logo/Background Colors and Size

A partner logo can only be used in full color, and should only

be used on a white background or contained within a white

box. When resizing, maintain integrity of all logo elements

and be sure to follow the minimum size requirements.




· Only use with the approved tagline or no tagline.

Premium Partner

Premium Partner

Full Color on White Background

Premium Partner


1”/2.54 cm wide


108 pixels wide

Premium Partner logo examples:

26

House Call Logo

Definition of Logo

The HouseCall logo is a graphic symbol that identifies

HouseCall to a Trend Micro global audience. The

logos should appear on all appropriate HouseCall

communications, including technical and marketing

collateral, in print or electronic form. They are not for

partner or affiliate use.


The HouseCall logo can only be used in full color. To ensure

legibility, the HouseCall logo should only be used on a white

background or contained within a white box. When resizing

the logo, maintain the integrity of all logo elements and be

sure to follow the minimum size guidelines.






Print Media without TaglineMinimum size:0.6"/1.5 cm wide

Logo on white background Contained logo on black background

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Trend Labs Logo

Definition of Logo

The TrendLabs logo is a graphic symbol that identifies

TrendLabs to a Trend Micro global audience. The

logos should appear on all appropriate TrendLabs

communications, including technical and marketing

collateral, in print or electronic form. They are not for

partner or affiliate use.


The TrendLabs logo can appear in black, full color and

white. When possible, use the full color version. In digital

formats, avoid using the tagline version unless legible.





Print Media without TaglineMinimum size:0.6"/1.5 cm wide

Print Media with TaglineMinimum size:1.18"/3 cm wide


Full color on white background Black on white background White on red background

Masterbrand Color Palette

Spot CMYK RGB Online RGB Hex

White 0/0/0/0 255/255/255 FFFFFF

485C 0/99/100/0 255/0/0 FF0000

Black 0/0/0/100 0/0/0 00000

Grey 0/0/0/70 88/89/91 424242

Spot CMYK RGB Online RGB Hex

143C 0/35/85/0 232/174/74 E8AE4A

221C 0/100/15/30 150/0/91 96005B

279C 68/34/0/0 80/145/205 5091CD

283C 35/9/0/0 172/202/235 ACCAEB

Secondary Color Palette

Color Palette

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The cornerstone of the Trend Micro color palette is Trend

Micro Red, which, along with white and black, constitutes

the primary color palette. To emphasize the positive,

approachable nature of the Trend Micro brand, use black

sparingly. The combination of red and white is preferred.

The grey color will be used primarily for body copy and

headline treatments. The mix that is to be used for text and

typography is 70%. While all kinds of gradations/values of

grey can be used visually, they should not dominate the

composition. Grey should be used in moderation so as not

to detract from the clean, positive, white overall look of

Trend Micro.

The secondary color palette is composed of warm, lively

colors with a positive, yet technical feel that complement

the brand by adding a sense of humanity and warmth. They

should be used as accent colors to complement the Trend

Micro Red and should not be used in large color fields or

without the existence of the Trend Micro Red. These colors

are not intended to be used to differentiate sections like

“product lines,” “segments” or “regions.”

Typography

29

Primary Font

InterState is the Trend Micro primary font. Its clean

precision captures Trend Micro's drive and intelligence;

its modern aesthetic conveys a focus on the future;

and its engaging, human quality is reader-friendly and

approachable. InterState should be used in headlines

and body copy for all distributed marketing materials.

Trend Micro Primary Font

Interstate Typefaces

Interstate LightInterstate Light ItalicInterstate RegularInterstate Regular ItalicInterstate BoldInterstate Bold Italic

InterStateABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890$%@.,?!:;=+

Substitute Font

Arial, the Trend Micro substitute font,

may only be used when the InterState

font is not available, and is most

appropriate for use in PowerPoint

and general communications such

as letters, memos and more.

Online Font

Arial, the new Trend Micro online font,

is restricted to online use, and is most

appropriate for generating HTML

text for online applications and other

Web instances.

Serif Font

Garamond, the Trend Micro serif font

is only to be used for typesetting long,

text-intensive documents such as legal

documents, whitepapers, and books to

help with legibility.

Typography

30

Verdana RegularVerdana ItalicVerdana BoldVerdana Bold Italic

Arial RegularArial ItalicArial BoldArial Bold ItalicArial Narrow RegularArial Narrow Bold

Online Font

Garamond RegularGaramond ItalicGaramond BoldGaramond Bold Italic

Serif FontSubstitute Font



Online Font





Online Font





Online Font



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Photography

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Photography is a vital part of the Trend Micro brand identity.

Through rich, conceptually driven photography, we express

the benefits of the brand beyond the tangible world of online

security, by elevating evidence of its indelible impact on the

daily life of its users. This includes well-crafted, graphically

simple images that focus on confident, secure and positive

end-users in natural realistic states. The approach exemplifies

Trend Micro’s promise to keep people protected from

threats and exudes a modern, innovative air. It is relaxed yet

intelligent. Bold and forward looking.

Full-bleed imagery is to be used when possible, to help

communicate a reinvigorated Trend Micro, signaling

our vision.

Please keep in mind that our imagery needs to be culturally

sensitive and universal. We need to be conscious of its global

usage and clearly communicate our commitment to diversity.

Diversity is represented by gender and ethnicity as well

as by age.

A photo library of brand-approved images is available on the

intranet and on an external FTP site for use by registered

vendors on behalf of Trend Micro. A login and password is

required to access these files:

https://trendmicro.gettyimages.com/mm/actions/login.do

People Photography

32

When developing people photography, consider the following:

· Create images that are aspirational in nature, focusing

on the result (benefit) not the process (technology).

· Focus on the people and their expressions, environments

are secondary.

· Direct the talent to look upward, with a sense of wonder

and fascination—the “ah-ha” moment.

· The images need to be emotional in nature, have

an intimacy about them—should be captivating.

· The style is very human and emotional but not

cliché or sentimental.

· Use photography with bright colors for a positive,

uplifting impression.

Correct Photography Usage

33

People & Places

Background is always secondary to people. Show inspiration and collaboration.

Choose everyday people.

Use natural environments.

People should be confidently focused on the task at hand.

Objects & Environments

Use unique angles when showing products and hardware.

Choose sleek, contemporary architecture.

Color should be vivid and saturated.

Incorrect Photography Usage

34

Avoid staged situations.

Everyone should be participating, no one stands apart.

Do not use clichéd imagery or show situations without a beneficial result.

Avoid imagery that is chaotic orshows insecurity.

Avoid dark or shadowy imagery.

Do not show older technology.

Staged business scene Stands apart Complicated background Lacks excitement

Staged office scene Cannot see face Business cliché Lacks activity

Confronts camera lens Staged technology use Too much excitement Turned to camera

Outdated technology Shot head-on Dark shadows Colorless, uninteresting

Correct Packaging Photography Usage

35

Packaging

The use of packaging shots for both online and offline

should imitate the shot displayed on this page.

The perspective of the shot should always be angled so

that the left side (shadow side) of the box is visible. The

right side and back of the box should never be seen.

The front of the package should not be altered in terms

of contrast or lighting effects. The left side is darkened

and there is a small shadow being cast off the lower left

corner of the box. Use a gaussian blur filter to ensure

that the shadow matches the one to the right. Also, use

a small drop shadow around the top, right and bottom

of the package.

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Voice Style

36

Definition

Brand voice brings a brand to life in written and spoken

word. More than just good writing and presentation style,

it’s about the language, tone and personality with which

a company or organization speaks to its customers

and partners worldwide.

Imperatives

· Our voice must communicate our brand promise

and personality—we must sound like who we are

and what we stand for.

· Everything and everyone that interacts with customers

or partners on behalf of Trend Micro must speak with

one voice—the Trend Micro brand voice. It must extend

to all communications, from PR to advertising to annual

reports to automated customer support messages. Our

voice must be clear and consistent to help identify and

strengthen our brand globally.

Result

By using Trend Micro’s unique brand voice, you will ensure

greater consistency, distinguish your product, campaign

or program in the marketplace, and build equity in the

Trend Micro brand.

Voice

The Trend Micro voice is positive, intelligent, confident,

trustworthy, clever and human.

As a content security provider, our voice should always

inspire trust. It should not rely on scare tactics. Never discuss

threats without providing a solution. When addressing fears,

always be reassuring. We're human, too. We look to the future,

and speak with intelligence and authority.

Our voice should always inspire confidence, both in

Trend Micro and our users. We are experts. We use our

authority to empower our customers.

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Copy Guide

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Copy Development Guide

To develop effective marketing communication that is both

on message and on brand, see this helpful step-by-step copy

development guide.

It's important to note that the Trend Micro voice should

always be applied to high-level messaging like headlines,

subheads and abbreviated body copy. For detail-rich copy,

including technical writing, voice should be taken into

consideration when presenting content (i.e. be positive,

focus on benefits rather than threats), but should not get

in the way of discussing important details and technical

specifications.

Please note that this example is not an approved Trend Micro message and is included for illustration only.

Step 1: Start with the message

What's the message? It's usually a specific fact or claim

about Trend Micro products and services.

Example: OfficeScan protects enterprise networks from

viruses, Trojans, worms, hackers, and network viruses,

plus spyware and mixed threat attacks.

Step 2: Use the Trend Micro voice

How do I use the Trend Micro voice? Where the message

is what you need to say, the voice is how you say it.

Example: OfficeScan keeps your network protected

and open for business.

Step 3: Confirm correct usage

Be sure to use the correct, complete product names,

and include necessary trademark symbols.

Example: Trend Micro OfficeScan™ keeps your network

protected and open for business.

Process

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The guidelines are intended to provide direction to create

communications that promote the correct and consistent

Trend Micro brand. Please contact the corporate branding

team and/or company marketing communications brand

teams for assistance/guidance early in the project. Please

do not wait until the communication piece is complete to

request approval as this can result in delays and added

expense.

Brand Asset Management

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Contact – How to Get in Touch

If you have questions regarding the application of the Trend

Micro brand identity, or about the materials you are creating,

please use this contact list to reach the proper individuals.

All of our digital files for fonts, logos, colors and photography

may be downloaded from our intranet brand pages at:

https://myhome.trendmicro.com/en/departments/corp-mkt/

branding/aboutbranding.htm?vwloc=en

Brand assets are also available for download for our agencies,

vendors and partners on an external ftp site:

ftp://TMbranding:[email protected]/

corporate_marketing

Brand Zone assets are available for download for

registered Trend Micro marketers, agencies, and partners at:

https://trendmicro.gettyimages.com/mm/actions/login.do

Corporate Marketing Contacts

Brian Kaefer

Branding Manager

[email protected]

408.850.1035

Regional Brand Representatives

EMEA:

Tony Larks

[email protected]

+44 1628 400 493

Japan:

Iizumi Kaori

[email protected]

+81-3-5334-3618 x8384

APAC:

Connie Kou

[email protected]

+886-2-23789666 x 1629

Latin America:

Lorena Rodriguez

[email protected]

+52 55 30676007

Sally Lee

Sr. Manager, Ad and

Brand Management

[email protected]

408.363.6414

Tomiyasu Akira

[email protected]

+81-3-5334-3618 x8496

Joyce Loh

[email protected]

+65-6776-9277

Trend Micro Brand Corporate Identity Standards

Documents

Transcript of Trend Micro Brand Corporate Identity Standards