PhlatLight Trademark & Logo Guidelines

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1 PhlatLight Trademark & Logo Guidelines Copyright 2007

2 Introduction PhlatLight Introduction The PhlatLight brand name and logo are two of Luminus Devices most valuable assets and the most visible symbols of our company and our technology. The following information is intended to provide our partners and customers with specific guidelines for using the PhlatLight name and logo to support promotion of this patented technology. These guidelines may be periodically updated by Luminus without notice. Copies of these guidelines are available by contacting Luminus Devices and should be distributed to all approved partners, resellers, manufacturers, etc. For art files, agreements, updates to this document, and other information please contact: Luminus Devices Marketing Department 175 New Boston Street Woburn, MA (781) Copies are also available for download at: 1

3 The PhlatLight Logo PhlatLight Logo This is the PhlatLight logo. It is a piece of artwork and is intended to be used in its entirety. The PhlatLight logo is trademarked by Luminus Devices. Never alter the logo in any way and follow the logo guidelines in this document. Use of the PhlatLight logo is permitted by approved partners of Luminus Devices and manufacturers/ resellers of products which use PhlatLight technology. Attribution of the PhlatLight trademarks (for brand name and logo) should always be accompanied by a footnote that states: PhlatLight and the PhlatLight logo are trademarks of Luminus Devices, Inc. 2

4 About the Trademark PhlatLight Trademark Use & Nomenclature Luminus Devices owns trademark rights to the PhlatLight name and logo. Our rights are protected and strengthened when our trademarks are used properly. When Luminus trademarks are used in advertising and other promotional and documentation materials, their ownership must be acknowledged. Please follow the rules below for appropriate ownership attribution of the PhlatLight name in text. PhlatLight LEDs are patented and are not like any other LED on the market. Therefore, when referring to the technology, the descriptor should always be "PhlatLight LEDs, not just "LEDs. The first use of the word PhlatLight trademarks in all text must be followed by the trademark ( ) symbol and then a generic noun. As with all other trademarks, the PhlatLight trademark should be used as an adjective and not as a noun. This means that an appropriate noun must accompany the PhlatLight trademark in all instances. 3 For example: PhlatLight LEDs PhlatLight technology PhlatLight illumination technology PhlatLight chipsets Etc. Attribution of the PhlatLight trademarks (for brand name and logo) should always be accompanied by a footnote that states: PhlatLight and the PhlatLight logo are trademarks of Luminus Devices, Inc.

5 Logo Color Options PhlatLight Color Options Which logo do I use? The PhlatLight Pantone #431 gray logo is the number one (first choice) product brand logo to be used in all color advertising/promotional, website, and public communications through print or digital media. The PhlatLight black logo should be used if hard-copy faxing, simple 1-color quick printing or digital laser printing of internal communications materials is required. The PhlatLight reversed/ white logo should be used in any situation requiring better readability such as: printing over a photo/texture or a dark solid color. Whenever possible try to locate the PhlatLight logo (gray) on a white, or a clear open area of any document. Available file formats are:.eps (Adobe Illustrator), jpg, and gif. 4

6 Area of Isolation PhlatLight Logo Trademark How do I measure a safe zone? To ensure the mark s clarity and importance, adequate space must be left around the mark. The diagram to the right indicates the minimum surround space for the mark. However, whenever possible, the addition of white space will increase legibility and distinction of the mark. The minimum area of isolation (a safety zone) surrounding the mark is derived from x, the height of the lowercase characters in the logofont. This space should remain clear of any other elements, including text, graphics, other logos, photos, or illustrations. x x x x x 5

7 Minimum Size Reproduction PhlatLight Logo reproduction size recommended for print and web Offset/digital printing Web environment Use the PhlatLight logo digital file at 100% file size as a reference point for determining the correct size appropriate for preparing documents for screen or print presentation. The PhlatLight Logo at 100% file size will.6 Smallest acceptable logo size for web applications. At 50% (1.25 ) readability of the and tagline is approximately at 6.75 point. render a 2.5 wide logo. When reducing the logo file for a collateral/ 1.25 advertising print environment size use it no smaller than 40% (1 ) of the original (100%). The tagline text will appear at approximately 2.5 Original file 100% Alternate Logo 5.5 pt. The PhlatLight Logo should not be printed smaller than the file size of 40% which measures approximately 1 in overall length. When preparing the logo as a.jpg or.gif file (usually at 72 pixels/inch) for a website, and it is necessary to reduce the logo below the 50% (1.25 ) of the file size, choose the alternate logo Smallest acceptable logo size for print applications. At 40% (1 ) readability of the and tagline is approximately at 5.5 point..75 As demonstrated above, when reducing the logo smaller than1.25 (ie..75 ) for a web application or smaller than 1 for a print application you must choose the alternate version of the logo which does not contain the or the tagline. The alternate logo should also be used when placing on products. (see page 8)

8 Trademark Integrity PhlatLight Respect for the logo What not to do to the logo. There should be no alteration or misuse of the PhlatLight logo in any way. This includes, but is not limited to, the examples to the right. Any misuse of the logo compromises the integrity and weakens the PhlatLight brand. Only the approved logo/logo files should be used. These digital files are available from the PhlatLight This is the only approved logo trademark Do not stylize the logo by adding texture or gradiant colors Do not place the logo in a box or within a border brand site: If there are any questions on the proper usage of the PhlatLight logo, please contact the Luminus Devices marketing department. PhlatLight Do not change the typeface photonic lattice Do not add a second color to the chip graphic portion of the logo Do not change the weight of the typeface Do not flatten, stretch or squeeze the logo when placing and sizing the file Do not remove the chip graphic from the logo Do not distort the logo 7

9 Product Placement of Logo PhlatLight Product Branding Placing the logo on a TV Placing the logo on a projector The approved logo for use on products illuminated by PhlatLight LEDs is the alternate version, without the Photonic Lattice tagline. A permanent logo is usually an embossed or stamped impression designed into the product cabinet housing. A software logo is one which may appear on screen at launch or boot-up. Placing the logo: A permanent logo is etched into the cabinet of the TV or a projector A permanent logo should be approximately 15x30mm, or the same size as other 3rd party logos. In software applications, the logo should appear for at least 10 seconds during boot-up Software logos should appear approximately 15% the size of the screen area Embedding the logo in software 8

10 Miscellaneous PhlatLight Other Applications Advertising, Direct Mail, and Collateral The logo and PhlatLight brand name may be incorporated according to the guidelines in this book into any of the advertising, direct mail, collateral, or other promotional materials for products illuminated by PhlatLight LEDs. For multiple product advertisements, the logo must be placed next to the product containing the PhlatLight LEDs. As an alternative, you may place an asterisk (*) next to each qualifying product and another asterisk next to the mark with a supporting footnote stating Illuminated by PhlatLight technology. Web Pages The PhlatLight brand name and logo marks may be used on a partner company web site. On a web page the guidelines for usage in this document apply and the accompanying link if need be should be Documentation The PhlatLight logo should appear on the front cover and title pages of documentation for products or services that contain PhlatLight chipsets. Packaging/Shipping Cartons The PhlatLight logo should appear on the top surface of shipping cartons and other product packaging. The mark should never be placed on the bottom of a shipping or packaging carton or be obstructed by other stickers or tape. 9

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