US ROBOTICS Brand-guidelines

8/6/2019 US ROBOTICS Brand-guidelines

1/20

Brand identity guidelines

MetaPlus Family (width = 110%)A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

Adobe Garamond FamilyA B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0


2/20


3/20

The guidelines covered herein are designed toassist in the consistent use o the USRoboticsbrand identity or the development o marketingcommunications, collateral, advertising, etc.In most instances, it is through our marketingcommunications that our customers come to learnabout our products and company. Both eectivecopy and visual design are integral to the

proper presentation o the product and o theUSRobotics brand name to our customers.

This is a guide to applying and communicatingthe brand o USRobotics, which reects ourcommitment to our products, our level o qualityand reliability and to our customers. The brandidentity guidelines provide context and detailthe corporate voice ousr, helping communicatorseectively and consistently convey a completemessage or this world-renowned brand. Any quest-

ions regarding specifc design applications notoutlined in this guide should be directed to theUSRobotics marketing team.

Our brand is not just a setof colors or fonts. It isa part of the USRoboticsbusiness strategy. It is

also our unique signature.

And like a signature, it is a kind of promise.


4/20

4logo

logo

oncoloredorblackbackgrou

nds

the logo

Display o the USRobotics corporate logo is critica lbecause this symbol represents who we are itis our signature. It is not only used in our own

materials and collateral, but also the context oother brands in packaging and in publications andadvertisements. Consistent application o the logois crucial to the success o our brand.

size

The minimum size o the logo is proportionate toone (1) inch or 25 mm in width.

color

Whenever possible in corporate applications, theUSRobotics logo should be reproduced inUSRobotics Red (pms485) on a white background.

It can also be used in white over colored or blackbackgrounds.1

25 mm


5/20

5clear space and logo usage

minimum clear space

It is important to be conscious o the amount ospace used around the logo, especially when itappears with other brands. The clear space helps

establish the importance o the logo in environ-ments where it competes with other graphicelements or attention.

The diagram above indicates how to determinethat space. No matter what size the logo is you areusing, use the x-height o the logotype as a guide:in this ca se, the letter o. So the size o the clearspace increases or decreases proportionately tothe size o the logo. Please a llow or more spacewhenever possible.

usage

Do not color, re-proportion, or change the logotypein any way.

In the past, we have used several variations on ourcurrent USRobotics logo. In act, there are someexample illustrations in this book which had beendeveloped over the last year and still bear traces othe evolving USRobotics brand including oldlogos. Going orward, however, we will use onlythe approved logos displayed on the previous page.


6/20

6

name

the usrobotics name

In any situation, the USRobotics name mustremain consistent. Thereore, it should appear as:

USRobotics

It should never be used as U.S. Robotics orU.S.Robotics. We may also reer to ourselves asus r but this should be done sparingly. Thename USRobotics should never be broken at theend o the line o text.

Going orward, except when expense prohibits,the logo will no longer include periods or spaces.Existing products with silk screened or tooled

U.S. Robotics logos (and their packages) willmigrate to the new logo when change opportunitiesarise. This includes all communications, Web

pages, etc. This phased approach, and subtlechange, will allow us to introduce the new logoand begin to beneft rom o it, without incurringincremental expense. This policy holds until uturecircumstances dictate acceleration.

In inormal textual communications (datasheets,application notes, press releases, web content,advertising copy, etc.) the correct and preerred useo the company name is USRobotics (no periods,no spaces).

The only continuing use o U.S. Roboticswill be in ormal communications where thecompany is identifed. This is limited to ofcer

communications, contracts and copyright notices.Usually this will mean the entire ormal nameo the company is used (e.g., U.S. RoboticsCorporation).Keep in mind that our goal in making this changein textual use is to strengthen branding in all oour communications (and those o the media),and to lay the groundwork or potentially use us ras a standalone sub-brand or uture marketingopportunities.

Lorem ipsum USRobotics dez dolor nana sit mar consectitor adipscing elit nik diamel

nonumy ewsmod tempor incidunt of labore et dolore magna aliquam erat volupat.

Bro enim sun mingus ra ad minimim veni quis nostrud bley exercit ation ulta mcorpor

suscipit laboris nisi ailquip ex ea commodo miles consequat. USRoboticswaldron

USR autem vel irote dolor in reprehendent in voluptate velit esse mingus son conset

vel weston dolore ef fugat nulla pariafur. At veros eos et tapscott et justo odioleldignissim qui este blandit praesent USRobotics delenit aigue duos dolor et ellington.

name


7/20

7

color palette

color palette

primary corporate color

The above illustration shows both our corporatecolors and the proportions in which they are to beused in relationship to each another.

USRobotics primary corporate color is us rRed(pms 485). Listed on this page are the colorspecifcations or our corporate color and theentire color palette or our-color process (cmyk)printing, on-screen display (rg b) and web-sae(he x) colors.

white space

Although white may be thought o as an absence ocolor, or us it eatures prominently in everything

we do. So along with us rRed it may alsobe considered a primary corporate color. The whitebalances our strong palette and allows or a visualpresentation that is clear and uncluttered.

secondary and tertiary colors

usrGray (pms cool gray 8 ) and usrOrange(pms 1505) are secondary colors that are used tocomplement the red and white.

The colors illustrated to the right are tertiary colorsand should be used with restraint, as accents to thered, white, gray and orange.

usr Dark Bluecmyk 100 60 0 56

rgb 5 28 67

hex 05 1c 43

usr

Light Bluecmyk 56 21 19 19

rgb 92 128 137

hex 5c 80 89

usr Tealcmyk 100 0 25 26

rgb 1 114 23

hex 01 72 78

usr Light Greencmyk 30 0 100 0

rgb 179 220 16

hex b3 dc 10

usr Redpms 485

cmyk0 100 100 0

rgb 255 0 0

hex ff 00 00

usr Orangepms 1505

cmyk0 70 100 0

rgb 255 77 0

hex ff 4d 00

usr Graypms cool gray 8

cmyk0 0 0 45

rgb 140 140 140

hex 8c 8c 8c


8/20

8

typography

typography

MetaPlus Family (width = 110%)

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

Adobe Garamond FamilyA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

Arial

Times New Roman

type

The primary USRobotics ont is MetaPlus set at110% width. All cuts o the MetaPlus amily maybe used, but the width must always be set at 110% .The opening spread o this book and the pageheaders are set in MetaPlus (width = 110%).

As a complement to MetaPlus, we use the AdobeGaramond amily o aces. This typeace is classicand versatile. It works especially well in settinglarge portions o copy, as in the text o this book.

text style

Text should always be set ush let, ragged right, asseen throughout this book.

Like well-made clothes, leading (the space betweenlines o text) should be neither too loose nortoo tight. A good rule o thumb: leading can bedetermined by multiplying the point size by1.2 1.5. This text, or example, is set at 10 points,with a leading o12 points. 10 x 1 .2 = 12.

Paragraphs are not to be indented. Space betweenparagraphs should be a single or hal-line space.

truetype and web fonts

Whenever possible, we preer using the postscriptversions o the MetaPlus and Garamond typeacesillustrated above. However, in certain situationswhen they are not available, we can substitute Arialand Times New Roman.


9/20

9

brand photography

brand photography

brand photography

In the past when we had to rely on stock photogra-phy, black and white was the preerred ormat. Thi shelped create unity among many dierent images,rom many dierent photographers and agencies.

Now that we have developed a library o customusrphotography, we can use ull-color images.While there may be some black and whiteapplications still in the pipeline as we transition,it is important that going orward we utilizeour custom, ul l-color photography. Hundredso images have been made available rom theMarketing Department.

do s and donts

In the rare instance we might have to purchase astock photograph, these images must be chosencareully. Look or real people in real situations,interesting cropping or motion. Stay away rom theoverly-posed cheese and the conceptual corn.

Do not use duotone or selectively colored images.


10/20

10

product photography

product photography

product photography

USRobotics products should be displayed against aplain white background, with minimal shadowing.Clipping paths should also be applied so ourproduct images can be eectively displayed over awhite or color background, as shown at right andabove, respectively.

usrproducts may also be depicted in the contexto our liestyle brand photography, as shown at le t.


11/20

11

visual elements

the red bar + icons + grid system

upto253 tunnels

the red bar

A solid us rRed bar is a vital visual element o ourbrand. As seen above (and on the cover and back othis book), the red bar is an eective tool that addscolor and graphic interest. At the same time, it is away to add coherence and unity across a wide arrayo our materials: collateral, datasheets, advertising,and the Web.

icons

Icons are a graphic way to urther describe ourproducts and their eatures. They may be used inplain black or knocking-out white over a coloredbackground. When possible, we use these colors inorder, as shown above and listed at right.

When more than six icons are used, simply repeatthe color sequence (as shown above).

grid system

As can be seen throughout this document, a strong,tight grid system is preerred in layouts. This actsas the skeleton which holds all the important tissueand muscle properly in place.

1. Orangecmyk0 70 100 0

2. Graycmyk0 0 0 65

3. Bluecmyk 100 18 0 0

4. Greencmyk 58 2 95 0

5. Purplecmyk 63 53 16 8

6. Magentacmyk0 100 0 0


12/20

12using the red bar and icons

using the red bar

The red bar may be used and applied in an infnityo ways. As demonstrated in the above thumbnails,the bar can be many dierent sizes and widths. Itshould, however, always extend the ull width othe page it is used on.

The red bar may contain text or product photos.

using icons

Icons may be used in a variety o situations:packaging, datasheets, collateral material, etc. Theymay be applied both horizontally and vertically.

When they are used, it is important to establishproper spacing between and around the icons. Asshown at right, the clear space around the iconsshould be at least1/2 the diameter o one icon. Andthe spacing between the individual icons should beat least1/3 the diameter o the icons used.

When using multiple icons, they should all be thesame size.


13/20

13

stationery

stationery

935 National ParkwaySchaumburg, il 60173-5157

www.usr.com

847 874 2134 phone847 874 2119 fax


www.usr.comTom Pryzgodadirector

global marketing

[email protected]

847 874 2134 phone

847 874 2119 fax

935 National Parkway

Schaumburg, il 60173-5157

stationery

The USRobotics visual identity is consistentlyapplied to our stationery system, which includesletterhead, envelopes, business cards, etc.

Pictured here are examples o element o thissystem in both u.s. and emearegions.

These pieces should not be created without usingour custom templates, which have been developedor these materials and are available through theMarketing Department.

u.s.

emea


NewBoathouse,Mill LaneTaplow, Maidenhead,Berkshire, sl6 oaauk

www.usr.com

01628 640140 phone01628 673565 fax

NewBoathouse,Mill LaneTaplow, Maidenhead,Berkshire,sl6 oaauk

Tom Pryzgoda

director

global marketing

[email protected]

01628 640140 phone01628 673565 fax

NewBoathouse,Mill Lane

Taplow, Maidenhead,

Berkshire, sl6 oaa uk

www.usr.com


14/20

14

powerpoint templates

Microsot PowerPoint templates have beendesigned which incorporate the us rbrand andall o its components, including color palette,typography and photography.

The slides pictured above can be used in manycontexts, including all corporate communications.

For presentation that are more ocused on specifcUSRobotics products, other slide templates are alsoavailable that incorporate our product photography.

These templates are available rom the MarketingDepartment.

business communications

business communications


15/20

15

advertising

advertising

advertising

Our advertising combines the elements o ourvisual identity photography, color, typography,the red bar, etc. to reinorce the strength o theUSRobotics brand in the marketplace.

Verbal messaging is also a critical component oour advertising. It is simple and direct. A clear anduncluttered message in reinorced by our clear anduncluttered visual presentation.

Our top-level and headline messaging also createsunity by leveraging consistent themes, such asUSRobotics means... and words and conceptsthat play o the US in USRobotics, USeRriendly and Business unUSual or example.

do s and donts

Our photographic style (see page 8) is a uniqueway to add coherence to the us rbrand acrossmany applications. We should be consistent in howwe apply the visual identity to our advertising.

Other brand elements should also conorm tothese guidelines: use o the red bar, typography,white space, etc. Do not use selectively-tintedphotography. Avoid using ghosted images aswatermarks or backgrounds. And try to maintainwhite space.


16/20

16

datasheets

Datasheeets or USRobotics products alsoreect our brand identity. The consistentuse o color, type, product photography andother us rvisual elements such as the redbar and icons empower us to communicate withpeople coherently and eectively about ourproducts and oerings.

datasheets

datasheets


17/20

17

consistency, consistency, consistency

We create many kinds o materials and collateral,which bear the USRobotics name and image. It isvital that across all these varied media we maintainconsistency. The success o our brand depends on it.

examples

examples


18/20

18

so what?

The USRobotics name, logo, and other elements

of the companys identity communicate who

we are. They are the face we present to the world,

the way others come to know the company

and its products. The best way to preserve our

identity is to apply it consistently. Our goal

is to give a distinctive USRobotics look to

everything that bears our name from

stationery to packaging, brochures to advertising.

By following these guidelines, every piece of

USRobotics communication will contribute tobuilding a strong visual identity that is recognized

and respected around the globe.

why our brand is important


19/20

The more constraints one imposes, the more onerees onesel o the chains that shackle the spiritthe arbitrariness o the constraint only serves toobtain precision o execution.

igor stravinsky


20/20

1

USRobotics Marketing Department935 National ParkwaySchaumburg, il 60173

[email protected] 874 2000

www.usr.com

for more information

US ROBOTICS Brand-guidelines

Documents

Transcript of US ROBOTICS Brand-guidelines