2015 Marketing Guidelines Parallels IP Holdings GmbH. All rights reserved. Terms of Use Privacy Policy

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1 2015 Marketing Guidelines 2015 Parallels IP Holdings GmbH. All rights reserved. Terms of Use Privacy Policy

2 Master Brand Components The Parallels logo is the cornerstone of the Parallels brand. Please use it correctly and consistently, according to the guidelines. To protect the integrity of the Parallels brand, it is important to do the following: Display the logo only in the forms specified in this guideline. Use the logo only in its complete form, always keeping the mark and logotype together. When referring to Parallels in text, always use the title-cap treatment shown here: Parallels Use only artwork or electronic files provided at parallels.com/about/brand-assets to reproduce the logo. Bars Wordmark Trademark Master Brand 2 3

3 Logo Variations The Parallels logo consists of two elements: a graphic element and a wordmark. The distinctive graphic element that is the core visual descriptor for the Parallels brand is referred to as the bars. The bars are simple, yet powerful graphical elements, and they reinforce our key attributes as a symbol of efficiency and optimization. The bars must be used with the wordmark and cannot be combined with any other logo or messaging. The wordmark should never be altered, nor stand alone as an image without the bars. The Parallels logo was created in Adobe Illustrator. These vector-based EPS files can be reproduced at any size without compromising quality. All logos can be found online at: parallels.com/about/brand-assets Primary Usage on White or Gray Download Secondary Usage Red Download Things to Avoid Do not reproduce the logo in colors other than those specified in this document. Do not place the two-color logo on a patterned background which impairs readability. Knockout on Black or Gray Download One Color Print Download 4 5

4 Print and Online Standards Maintaining a clean and uncluttered space around the Parallels logo maximizes the visual impact. Setting a minimum size helps to ensure the logo is always legible with maximum impact. Logo Height x 2 Logo Height x 2 Logo Height Logo Height Things to Avoid Do not use less than the minimum clear space. Do not lock up the logo with other words, images, or logos, unless approved by the Brand team. To ensure legibility, do not reproduce the logo smaller than 1 inch (2.54 cm) wide for printed materials or 150 pixels for online presentations. Do not attempt to re-create any portion of the logo. Do not separate the bars from the wordmark. Do not rotate, skew, redraw, re-proportion, or otherwise alter or distort the logo or its elements in any way. Do not combine the logo with any other element such as logos, words, graphics, photos, slogans, or symbols that might seem to create a hybrid mark. Always maintain a minimum clear space between the logo and the edge of a page, package, or color field. Use the specifications as shown on this page to define the appropriate amount of clear space. Always position the logo away from other text, graphic, and other design elements, especially other trademarks and service marks. 6 7

5 Parallels Voice The Parallels voice is approachable, knowledgeable, and straightforward. Our presentation is clear and fact-based. We are friendly, casual, and clever with a dash of wit. Our voice comes through best in short, declarative sentences. Fragments may be used in headlines for dramatic effect. Avoid long feature lists, complex or cumbersome language, and deep technical detail, especially for consumer audiences. Focus on practical benefits for real-life use cases. The Parallels audience is busy, savvy, and forwardthinking. They are on the move, and they want efficient, effective solutions that keep them connected at all times. 8 9

6 Products and Their Names When referring to a product name, the Parallels Master Brand comes first with a symbol, followed by the product name (except in the case of Parallels Desktop, which is trademarked in its entirety). In text and imagery, it is typically necessary to manually adjust and symbols, as they do not scale proportionally. Icons shown are for marketing use only, and are not intended for use as a product designator outside of the website, PR, and related marketing use. Company and product names in text should always look as follows: Parallels Desktop 10 for Mac Parallels Desktop for Mac Business Edition Access TM Mac Management for Microsoft SCCM Parallels Desktop 10 for Mac Parallels Desktop for Mac Business Edition Access Mac Management for Microsoft SCCM Remote Application Server Mobile Device Management Transporter Remote Application Server Mobile Device Management 10 11

7 Working with Product Brands When creating an image for online use, packaging or product marketing, the company and product names should be typeset according to guidelines and with the approved fonts. Be mindful to add the registered trademark after Parallels, except in the case of Parallels Desktop, where it follows Desktop. In text, the company and product names should match the font of the surrounding text; the font should be one of the approved fonts covered in this Guide. Parallels Desktop 10 for Mac Product Name in Title Case Version for Mac Things to Avoid Do not typeset Parallels and the product names using two different colors. Do not mix the Parallels logo with any of the product names. Desktop Desktop 10 for Mac 12 13

8 Trademarks & Copyright Our copyright is as follows: 2015 Parallels IP Holdings GmbH. All rights reserved. Our abbreviated language is as follows: This product is protected by United States and international copyright laws. The product s underlying technology, patents, and trademarks are listed at parallels.com/trademarks. The complete version of our copyright language: 2015 Parallels IP Holdings GmbH. All rights reserved. The Parallels logo, Parallels, Coherence, Compressor, Parallels Desktop, Parallels Access, Parallels Explorer, Transporter, and 2X are registered trademarks of Parallels IP Holdings GmbH. Microsoft, Internet Explorer, Windows, Windows 7, Windows 8, Windows Vista, Windows XP, and any related graphic logos or icons are trademarks or registered trademarks of Microsoft Corporation in the United States and/or other countries. Apple, ipad, iphone, ipod touch, Launchpad, Mac, the Mac logo, Mac OS, MacBook, MacBook Air, Mission Control, and Safari are trademarks of Apple Inc., registered in the US and other countries. All other trademarks are the property of their respective owners. First Use Subsequent Uses Parallels Desktop 10 for Mac Parallels Desktop PDFM Parallels Desktop for Mac Business Edition Parallels Desktop Business Edition Internal Use Only PDB Access Parallels Access PAX Mac Management for Microsoft SCCM Remote Application Server Mobile Device Management Parallels Mac Management Parallels Remote Application Server Parallels Mobile Device Management PMM RAS MDM Transporter Parallels Transporter Transporter Products and Trademarks Trademark symbols for all Parallels and third-party products must appear once in each deliverable, ideally at first use in body copy (preferably not in a headline, unless that s the only option). Reminder: All print and web collateral related to contests and contracts, as well as any other materials requiring customized legal language, must be sent to the legal department for review

9 Third-Party Trademarks For third-party products or services, start by checking the lists below. For terms not covered in these lists, search the INTA (International Trademark Association) Trademark Checklist, which also provides generic alternatives: applications.inta.org/apps/trademark_checklist. Amazon Trademarks For a non-exhaustive list of Amazon trademarks, see: amazon.com/gp/help/customer/display. html/?nodeid= Apple Trademarks Here are the top three rules for using Apple trademarks in Parallels copy: Google Trademarks For a non-exhaustive list of Google trademarks, see: google.com/permissions/trademark/our-trademarks.html Do not make product names plural: Mac computers, not Macs; ipad devices, not ipads. Do not make product names possessive: the iphone keyboard, not iphone s keyboard. Always spell and capitalize Apple trademarks exactly as shown in the Apple Trademark List (see link below). Do not shorten or abbreviate Apple product names. Microsoft Trademarks For a searchable, non-exhaustive list of Microsoft trademarks, see: microsoft.com/en-us/legal/intellectualproperty/ Trademarks/EN-US.aspx For a non-exhaustive list of Apple trademarks, see: apple.com/legal/intellectual-property/trademark/ appletmlist.html Samsung Trademarks Samsung does not provide a public trademark list. Refer to the INTA Trademark Checklist for guidance

10 Colors Color is an important element of brand identity. Color helps our audience identify who we are at a glance. The Parallels color palette includes primary and secondary palettes. The primary is red, black, and gray. Secondary colors may include green, blue, orange, and purple, as well as other hues. Gray Spectrum Pantone Cool Gray 11 C CMYK 66/59/57/39 RGB 74/74/74 HEX #4a4a4a Pantone Cool Gray 5 C CMYK 31/25/26/0 RGB 179/178/177 HEX #b3b1b1 Pantone Cool Gray 10 C CMYK 52/44/41/7 RGB 128/127/131 HEX #807f83 Pantone Cool Gray 3 C CMYK 21/17/17/0 RGB 200/200/200 HEX #c8c8c8 Use one or more secondary colors as accents, but not as fields of color that compete with the overall red theme. Pantone Cool Gray 1 C CMYK 8/6/7/0 RGB 230/230/230 HEX #e6e6e6 Pantone Cool Gray 1 C (28%) CMYK 3/2/2/0 RGB 244/244/244 HEX #f4f4f4 Secondary Colors Pantone 299 C CMYK 66/18/1/0 RGB 0/53/255 HEX #0099ff Pantone 361 C CMYK 75/0/95/10 RGB 153/51/153 HEX # Primary Colors Pantone 1797 C CMYK 2/98/85/7 RGB 217/34/49 HEX #d92231 Pantone 7622 C CMYK 24/100/100/21 RGB 161/0/14 HEX #a1000e Pantone 137 C CMYK 0/35/99/0 RGB 252/175/26 HEX #ffa300 Pantone 7457 C CMYK 30/1/4/0 RGB 173/221/238 HEX #addded Black CMYK 0/0/0/100 RGB 0/0/0 HEX # White CMYK 0/0/0/0 RGB 255/255/255 HEX #ffffff Pantone 7441 C CMYK 37/50/0/0 RGB 163/135/190 HEX #a35bc

11 Color Usages Always use the approved color palette. Always reproduce the logo in two colors on a white background whenever possible (this is the preferred version of the logo). Adjustments may be made for packaging, POP, and collateral to compensate for paper stock and other treatments. Use whitespace and keep it clean. Things to Avoid Do not use colors other than approved colors. Do not apply uneven gradients. Do not add texture or background visual elements. Photography Device imagery from Apple and other affiliates is beautiful and simple. We show our product running in these devices. Product shown one of two ways: Device only, front view, with product running. One device per visual segment is best; however, multiple devices can be shown together. When using multiple devices, always keep them on the same depth of field and in equivalent proportions. Lifestyle imagery can be used with full bleed and no human faces. For the best print quality reproduction and worldwide consistency, Parallels colors should be printed as solid PANTONE colors. If a PANTONE color is not available, a four-color process match may be appropriate. All materials prepared for the web should use the appropriate HEX value. Check with the Creative Services team if you have questions

12 Typeface To help establish a consistent brand style, the Helvetica Neue family has been chosen because of its universal acceptance, legibility, and range of font weights. Helvetica Neue 25 Ultra Light Primary 45 Light Body text should be Helvetica Neue 45 Light. For easier legibility at smaller sizes, or when light text is on a dark background, 55 Roman may be used. 75 Bold text is used in product names, and in body copy to emphasis a key phrase or feature. 25 Ultra Light should be used for large title text only. 56 Italics denote a quote. 86 Heavy and 95 Black should be used as headline text only. The condensed version should not be used. Usage may depend on the space and emphasis required by the design. Check with a Creative Services team member if you have questions. 55 Roman 56 Italic 75 Bold 85 Heavy 95 Black 22 23

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