AMD Co-Branding Guidelines. Ver October, 2013

Transcription

1 AMD Co-Branding Guidelines Ver October, 2013

2 The AMD brand, at its core, defines who AMD is and how we are perceived. A strong brand is a powerful tool for partners and customers who participate in joint marketing efforts. The following co-branding guidelines will help you understand how to best convey the AMD brand as well as the optimism and spirit of innovation that are genuine to our culture. We appreciate your support in helping actively manage and protect the AMD brand in the spirit of shared success. On behalf of the entire Marketing organization, I thank you for your commitment to being an ambassador of our brand. Enjoy! Colette LaForce SVP & Chief Marketing Officer AMD Co-branding Guidelines page 2

3 Purpose of this Document A well-managed brand both shapes and reflects a company s strategic direction, and can give the company a competitive advantage. A brand constitutes a set of promises that people associate with the company. For AMD, our brand defines who we are and describes the experiences that AMD technologies enable. To ensure that AMD benefits fully from our partnerships with other brands, it s essential that we clearly and appropriately communicate these associations in a manner that is: Efficient, leveraging our brand management resources productively Consistent, developing clear visual cues that help AMD communicate our relationship to other brands Effective, clear and understandable from a customer perspective The guidelines in this document will help to streamline the development of co-branded materials while protecting the valuable corporate and product brand assets for all involved. The guidelines provide top-line parameters for using the AMD logo, the AMD name, and AMD s product brands and program brands in co-branded environments. This document should be especially useful for anyone responsible for managing brand and marketing relationships. Any reference in this document to partners means an AMD business or technology partner, as the case may be. For questions and approval, please contact brand.team@amd.com AMD Co-branding Guidelines page 3

4 Contents section 1 Understanding Co-Branding section 2 Visual Identity System Overview section 3 Detailed Guidance Co-Branding vs. Co-Marketing 6 Different Types of Co-Branding Relationships 7 Co-Branding Engagement Intensity 9 Corporate Logo 11 Corporate Logo Size 12 Product Badge Color Requirements 13 Product Badge Layout Requirements 14 Product Badge Extensions 15 Logo and Badge Usage Don ts 16 Color Palette 17 Core Typeface 18 Typography Best Practices 19 Tone of Voice 20 OEM Relationships and Ingredient Branding 23 Strategic Alliance 26 Strategic Alliance Lockup Usage 27 Strategic Alliance Examples 28 Licensing 29 Sponsorship Programs 30 Events 31 Additional Resources 33 AMD Co-branding Guidelines page 4

5 Understanding Co-Branding AMD Co-branding Guidelines page 5

6 1.0 / Understanding Co-branding Relationships / Co-Branding vs. Co-Marketing Co-Branding vs. Co-Marketing Brand relationships and co-branding allow AMD to deliver benefits to customers above and beyond those that AMD already delivers. Most often, our relationships are co-marketing relationships, rather than co-branding relationships. Both types of relationships have particular characteristics. Co-marketing relationships: Generally consist of demand generation programs, tactical in nature Separately leverage the equities of AMD and another entity Can be lightly coordinated or led by one party only Co-branding relationships: Generally consist of long-term engagements Combine skills and resources of AMD and another entity Require multiple levels of coordination As an example, co-marketing typically consists of demand generation activities and features an AMD product badge placement + text mention on retailer advertising. Depending on whether we are engaging in a co-marketing or co-branding project the level of interaction and involvement from the brand team, brand prominence and requirements will vary. AMD Co-branding Guidelines page 6

7 1.0 / Understanding Co-branding Relationships / different types of co-branding relationships Different Types of Co-Branding Relationships Licensing AMD works with leading companies to bring high quality products to market using the AMD name. The licensees are not only responsible for the appropriate usage of the AMD brand assets but also for protecting the AMD brand. Example: Sapphire, XFX, ASUS Strategic alliances A strategic alliance consists of two or more businesses joining together for a set period of time. Such alliances therefore extend beyond one-time engagements. The businesses, usually, are not in direct competition, but have similar strategic views, or complementary products, services or solutions that are directed toward the same target audience. Sales agreements, channel relationships and short-term promotional relationships in most cases do not qualify as alliances. Note that a strategic alliance might not characterize the entire business relationship between two or more entities, but does apply to specific areas of common interest. Example: Heterogeneous System Architecture, ISV relationships (for example, Battlefield 4 engagement with Dice) AMD Co-branding Guidelines page 7

8 1.0 / Understanding Co-branding Relationships / different types of co-branding relationships Different Types of Co-Branding Relationships OEM Relationship and Ingredient Branding An OEM relationship is one in which a partner purchases and uses an AMD product or solution as a core component of the partner s product offering. The relationships can create new product solutions, generate sales for AMD products and create win-win situations for the parties engaged. Example: PC manufacturer promotion, retail promotion of PC manufacturer s system Sponsorship programs Sponsorship programs are advertising and/or co-branding that seeks to establish a deeper association and integration between AMD and a publisher, often involving coordinated, joint marketing and co-branded activities. Note that not all marketing engagements (e.g. events, training) should be considered a sponsorship. Example: Austin City Limits Festival THIRD PARTY events Events run by third parties provide opportunities to present AMD and our core competencies within a specific context, and allow AMD to gain access to interesting target audiences. Events allow AMD to communicate relevant brand relationships to prospective users and customers and strengthen both the AMD brand and that of the third party entity responsible for the event. Example: Oracle OpenWorld, HP Discover, Dell World AMD events AMD events provide opportunities for us to showcase particular product capabilities, present our company as a whole, or allow us to engage with key strategic target audiences. We might engage with our partners in co-branding activities for AMD events, in which case we should position AMD as the dominant partner. Example: AMD Developer Summit, AMD dinner sponsored by a vendor/partner AMD Co-branding Guidelines page 8

9 1.0 / Understanding Co-branding Relationships / CO-BRANDING ENGAGEMENT INTENSITY Co-Branding Engagement Intensity Invisible or hidden brand - When adding the AMD brand to the communication about a particular product, service or solution does not add value from a customer perspective, we should position AMD as an invisible brand. AMD logo not necessary in this instance. Example: AMD technology-based PCs Partner Logo Equal partner - When AMD partners with another strong brand to offer complementary products or services that are sold and marketed together, we should position AMD as an equal partner. Example: AMD Never Settle game bundle with FarCry3, HitMan, etc. Partner Logo Supporting partner - When the partner s brand is more relevant to customers, or when the partner is responsible for sales and support of, or is the primary provider of the product, service or solution, we should position AMD as a supporting brand. Partner Logo Dominant partner - When we are the lead partner and define the terms of the contract, we should apply AMD-dominant branding. This should be the default starting point, especially when AMD enjoys greater brand relevance among the target audience. Example: AMD providing AMD Radeon TM GPU to AIBs Example: APU 13 Developer Summit Partner Logo Ingredient brand - When AMD as a partner brand provides a component for one of our customers products, and when association adds value in the eyes of customers, we should position AMD as a valuable ingredient brand. Example: OEM XYZ Notebook with AMD Quad-Core A8-Series APU Partner Logo Unique brand - When partners manufacture and/or distribute products for AMD, but the final product is exclusively AMD-branded, we should position AMD as a unique brand. AMD logo or AMD product or service badge only with no partner brand necessary. Example: AMD Radeon TM memory AMD Co-branding Guidelines page 9

10 Visual Identity System Overview AMD Co-branding Guidelines page 10

11 2.0 / visual identity system overview / corporate logo Corporate Logo AMD Visual Identity Basics AMD visual identity elements begin with, and in many cases flow from, our logo. The AMD logo is the most fundamental visual element of our corporate brand identity. Only the two versions of logo artwork below may be used. The arrow icon may not be used as a stand-alone icon or logo. The AMD logo has no tagline. Do not modify or recreate the logo in any way. Departing from these guidelines can result in both a legal and branding risk for AMD. Use the logo in combination with the appropriate trademark attribution, which you can find available from your regional marketing or marketing communications contact. The AMD logo (PID#53836A) is available at adam.amd.com. Logo - All Uses Black Reversed External-facing logo appropriate for any media. The reversed logo can be used on any color (not just black). AMD Co-branding Guidelines page 11

12 2.0 / visual identity system overview / corporate logo Size Corporate Logo Size Minimum Clear Space Preferred Logo Size Minimum Logo Size The AMD logo needs adequate space to stand out with confidence and clarity. The minimum clear space is measured by the white square in the AMD Arrow mark. Nothing should intrude into this specified clear space, although you can have more clear space than the minimum. * Please note that after careful consideration an exception to the minimum clear space around the logo was made on the application of AMD s Product Badges. Adhere to the guidelines above in every other instance. Logo preferred size 1.375" ( mm) in width Use caution when scaling the AMD logo up. If it is too big, it may become overpowering and the viewer will lose the true intent of the messaging. Logo minimum size 0.675" ( mm) in width As the AMD logo is reduced in size it is important to make sure it stays legible and recognizable. For that reason, make sure the logo is never smaller than 0.675" in width. AMD Co-branding Guidelines page 12

13 2.0 / VisUal identity system OVerView / product badge COlOr requirements Product Badge Color Requirements The AMD client identities consist of a red gradient, a black gradient background and black, red or white/ reversed type. The color diagram to the right identifies the colors in the identity. Provided below is a color list that will assist in the correct reproduction in the most commonly used file formats. For purposes of illustration, only four identities are shown here. However, these guidelines also apply to the other identities. CMYK Red = C: 0 M: 100 Y: 100 K: 0 (gradient) Black = K: 100 (gradient) spot color Red = Pantone 185 Black = Black (gradient) RGB Red = R: 255 G: 0 B: 0 (linear gradient) Black = R: 0 G: 0 B: 0 (linear gradient) AMD Red Gradient White AMD Black Gradient White AMD Red AMD Black Gradient AMD Red Gradient White AMD Black Gradient White AMD Black Gradient The colors shown on this page and throughout these guidelines have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE color standards. Consult current PANTONE publications for accurate color. All logos are available for download on AMD s digital asset management portal (ADAM) FILE NAMING CONVENTION KEY Process (CMYK) version for 4C printing RGB version for online or PPt Grayscale version for one-color printing spot-color version for specialized printing product id # product or software size l = large s = small Media (e = electronic, p = print) 12345B_AMD_A8_S_E_RGB.png Color Code 4C = process rgb = On screen gs = grayscale sp=spot File Format amd CO-branDing guidelines page 13

14 2.0 / VisUal identity system OVerView / product badge layout requirements Product Badge Layout Requirements Clear space AMD client identities are most effective when surrounded by as much clear space as possible. Clear space is defined as an area that is completely free of other objects or elements. A minimum area demonstrated in the diagram to the right must surround the identity in all situations. The A10 Elite Quad-Core logo has been used in this diagram for illustrative purposes. Please note: These clear space requirements are standard for all AMD client identities. X X minimum size requirements APPLICATION Newspaper applications Print applications Electronic applications Notebook bezels Out of home media (above 300in 2 or 1900cm 2 ) Broadcast 1 inch (26mm) MINIMUM SIZE 1 (26mm) wide 0.75 (19.05mm) wide 88 pixels wide (16.520mm) wide 3% of total area width should be at least 15% of the height of the screen s safe area 0.75 inches (19.05mm) 88 pixels X X X Clear space requirement Minimum size requirement for newspaper, circulars or other lesser-quality print methods Minimum size requirement for high-quality printing Minimum size requirement for electronic applications amd CO-branDing guidelines page 14

15 2.0 / VisUal identity system OVerView / product badge extensions Product Badge Extensions The extensions or side car may be used when the AMD standalone client product integrated by the OEM is either : X X \ Featuring amd radeon TM graphics or amd radeon TM Dual graphics The side car enhances the value proposition and highlights the additional graphic power to end customers. The use of these must be consistent with the system configuration \ Targeted to commercial client The AMD product badge can be enhanced with the PRO side car to highlight the specific AMD client value proposition and support the overall commercial tonality of the branding and marketing of the system. It is not possible to combine 2 extensions with 1 single standalone product badge. Height of product badge and extension must be equal Extension is always placed adjacent to product badge as shown FM2+ Socket Modifier 54047A Radeon Dual Graphics Modifier 52963B Pro Modifier 52915B Quad Core Modifier 53056B Only for use with the Temash product line amd CO-branDing guidelines page 15

16 2.0 / VisUal identity system OVerView / logo and badge Usage DOn Ts Logo and Badge Usage Don ts Don t use previous versions of the logo. Don t use previous versions of the logo. Don t use previous versions of the product badges. Don t scale the logo disproportionately and don t change the orientation of the logo. Don t place the logo over the edge of a polygon. Don t place the logo over busy photography. REVISED Don t add elements to a product badge. Don t add gradients to the logo. Don t mix the black and white versions together. Don t remove the arrow from the logo. Don t use the logo as a pattern. Don t change the color of the logo, even to colors within our brand palette. amd CO-branDing guidelines page 16

17 2.0 / visual identity system overview / color palette Color Palette AMD Visual Identity Colors Color is one of the cornerstones of the AMD brand identity. With consistent and accurate use of the AMD color palette, we establish a uniform, and therefore recognizable, brand image. AMD s primary colors are vivid, vibrant and rich. Our primary colors help distinguish between our customer segments. 1. Primary Palette 2. Neutral Palette PMS: 186 C HEX: ed1c24 PMS: 2593 C HEX: PMS: 632 C HEX: 00aab5 PMS: 390 C HEX: a6ce39 PMS: 1595 C HEX: f26522 PMS: Process Black HEX: PMS: Cool Gray 11 C HEX: PMS: Cool Gray 8 C HEX: 9d9fa2 PMS: Cool Gray 4 C HEX: c7c8ca PMS: White HEX: ffffff C: 0 R: 237 M: 100 G: 28 Y: 100 B: 36 K: 0 C: 60 R: 129 M: 100 G: 41 Y: 0 B: 144 K: 0 C: 100 R: 0 M: 0 G: 170 Y: 35 B: 181 K: 0 C: 40 R: 166 M: 0 G: 206 Y: 100 B: 57 K: 0 C: 0 R: 242 M: 75 G: 101 Y: 100 B: 34 K: 0 C: 0 R: 0 M: 0 G: 0 Y: 0 B: 0 K: 100 C: 0 R: 99 M: 0 G: 100 Y: 0 B: 102 K: 75 C: 0 R: 157 M: 0 G: 159 Y: 0 B: 162 K: 45 C: 0 R: 199 M: 0 G: 200 Y: 0 B: 202 K: 25 C: 0 R: 255 M: 0 G: 255 Y: 0 B: 255 K: 0 The primary palette is made up of a vivid range of colors. They have been selected to work together regardless of the application. Together they are the foundation of the color that makes up the AMD brand. The neutral palette has been created to bring balance to the expressive nature of the primary palette. The variation of grays can be combined with any one of the primary colors to create an edgy, sophisticated look. 3. Overlap Palette See Brand Guidelines (PID# 54040A) for use of color with AMD design elements. PMS: 187 C HEX: b11116 PMS: 7679 C HEX: 4d207a PMS: 7468 C HEX: 007c97 PMS: 377 C HEX: 67ae3e PMS: 7580 C HEX: c74a1b C: 0 R: 177 M: 100 G: 17 Y: 100 B: 22 K: 30 C: 80 R: 77 M: 100 G: 32 Y: 0 B: 122 K: 20 C: 100 R: 0 M: 40 G: 124 Y: 35 B: 151 K: 0 C: 60 R: 103 M: 0 G: 174 Y: 100 B: 62 K: 10 C: 0 R: 199 M: 80 G: 74 Y: 100 B: 27 K: 20 The overlap palette fills the gap between the primary and neutral colors. AMD Co-branding Guidelines page 17

18 2.0 / visual identity system overview / core typeface Core Typeface Klavika Klavika Condensed Bold & Bold Italic MEDIUM & medium italic BOLD CONDENSED & BOLD CONDENSED ITALIC MEDIUM CONDENSED & MEDIUM CONDENSED ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz REGULAR & regular italic LIGHT & light italic REGULAR CONDENSED & REGULAR CONDENSED ITALIC LIGHT CONDENSED & LIGHT CONDENSED ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Font family may be purchased at: AMD Co-branding Guidelines page 18

19 2.0 / visual identity system overview / typography best practices Typography Best Practices Headline Body Mixed Usage Triangle Bullet Usage Medium Condensed italic Lorem Ipsum dolor sit amet omnia sequas. light all caps Lorem Ipsum dolor sit amet omnia sequas. Bold Lorem Ipsum dolor sit amet omnia sequas. light / bold Lorem Ipsum dolor sit amet omnia sequas. Lorem Ipsum dolor sit amet omnia sequas. 9pt regular Agni voluptisimin por sitios iuntem nonsece ribus, imusantem ut fugit qui nis sit ercia simeniet oditation nossit ma qui officiatem et qui que omnima sundit ad quibus doluptas ventibus mossum et atis cori cus sequas mo iumquis ex et eaque nusande et ium. 10pt regular Agni voluptisimin por sitios iuntem nonsece ribus, imusantem ut fugit qui nis sit ercia simeniet oditation nossit ma qui officiatem et qui que omnima sundit ad quibus doluptas ventibus mossum et atis cori cus sequas mo iumquis ex et eaque nusande et ium litibus quamus ressit laudam. 10pt regular condensed Agni voluptisimin por sitios iuntem nonsece ribus, imusantem ut fugit qui nis sit ercia simeniet oditation nossit ma qui officiatem et qui que omnima sundit ad quibus doluptas ventibus mossum et atis cori cus sequas mo iumquis ex et eaque nusande et ium litibus quamus ressit laudam. 19 PT. Medium condensed (pull quote) Agni voluptisimin por sitios iuntem nonsece ribus, imusantem ut fugit qui nis sit ercia simeniet oditation. Medium Condensed italic Headline / regular Body Lorem Ipsum dolor sit amet omnia sequas. Agni voluptisimin por sitios iuntem nonsece ribus, imusantem ut fugit qui nis sit ercia simeniet oditation nossit ma qui officiatem et qui que omnima sundit ad quibus doluptas ventibus mossum et atis cori cus sequas mo iumquis ex et eaque nusande et ium litibus quamus ressit laudam. Light all caps headline in primary palette / bold subhead / regular body Lorem Ipsum dolor sit amet omnia sequas. Agni voluptisimin por sitios iuntem nonsece ribus. imusantem ut fugit qui nis sit ercia simeniet oditation nossit ma qui officiatem et qui que omnima sundit ad quibus doluptas ventibus mossum et atis cori cus sequas mo iumquis ex et eaque nusande et ium litibus quamus ressit laudam. light and bold headline in primary palette / regular condensed body Lorem Ipsum dolor sit amet omnia sequas. Lorem Ipsum dolor sit amet omnia sequas. Black bullet point Lorem Ipsum dolor sit amet omnia sequas. Colored bullet point Lorem Ipsum dolor. Black bullet point Lorem Ipsum dolor. Colored bullet point Lorem Ipsum dolor. Agni voluptisimin por sitios iuntem nonsece ribus, imusantem ut fugit qui nis sit ercia simeniet oditation nossit ma qui officiatem et qui que omnima sundit ad quibus doluptas ventibus mossum et atis cori cus sequas mo iumquis ex et eaque nusande et ium litibus quamus ressit laudam. AMD Co-branding Guidelines page 19

20 2.0 / visual identity system overview / Tone of Voice Tone of Voice The AMD tone of voice is based on being forthright about our achievements, our partnerships and our future. It s about pioneering innovation that allows people to think beyond the status quo. It s about unlocking limitless potential so we can create a better tomorrow. We speak clearly and in ways that empower our audience. We tell them what we stand for, why we stand for it and what that means for the future. We speak with confidence and authority never arrogance. Together, we are many. But we speak in one voice. AMD Co-branding Guidelines page 20

21 2.0 / visual identity system overview / Tone of Voice Tone of Voice Here are a few of the many ways AMD can express our achievements and offerings, and advance our brand story. There is no right formula for creating materials or messages. The only measure of success is the way in which our messages come together to tell an authentic story that rings true for our specific audiences. Presented here are several examples that are meant to inspire, and are not intended to be prescriptive. The next level of real. Gear up. The future is here. There's a reason why AMD is the top choice for powering next-generation gaming. Actually, make that several billion reasons. We are agile, creative problem solvers who are always building smarter solutions for our partners and customers. We are fueled by a desire to constantly evolve our industry. So we work relentlessly to meet the needs of today, while delivering better possibilities for tomorrow. Billions of reasons to believe. AMD's built-to-spec chip technology powers billions of polygons for immersive realism that you can see and feel. Get ready to get real. An uncompromising tablet. The VIZIO 11.6" Tablet PC challenges the very notion of what a tablet can do, thanks to an AMD APU. The true measure of our success is the difference your work makes in the world. Amazing things happen when you put people at the center of your innovations. Designed to Empower We deliver meaningful technological solutions that power vibrant, effortless human experiences. We re engineering the future. So you can push its limits. The true measure of our success is the difference your work makes in the world. So we design and create for the pioneers who breathe life into new possibilities. Amazing things happen when you put people at the center of your innovations. AMD Co-branding Guidelines page 21

22 Detailed Guidance AMD Co-branding Guidelines page 22

23 3.1 / Detailed guidance / OEm relationships and ingredient branding OEM Relationships and Ingredient Branding The typical relationship for an ingredient brand is product co-marketing, which refers to brand relationships where our OEM or ODM partner s products include the AMD product or corporate brand. These product co-marketing engagements are typically designed to highlight the AMD brand and, in doing so, provide differentiation that enhances the final product value proposition. For this category of engagement generally, where AMD participates as a third party, the creative will be in the OEM s look and feel. The visual treatment should convey that AMD is simply participating in, and is not responsible for, the marketing activity. With that principle in mind, brand prominence can be augmented through methods such as messaging, use of AMD s branding elements and alignment on tone and voice. Lorem ipsum dolor sit Print Ad Preferred product badge placement is near the system being promoted As a general principle, product-focused co-marketing materials need to feature the appropriate AMD product badge. In some cases, and in addition, the AMD corporate logo may be featured in association with the system manufacturer s corporate logo, although this is optional and is not a requirement. See Strategic Alliance section for details on appropriate logo utilization. Print and circular Preferred product badge placement is near the system being promoted Should two OEM products based on AMD be next to each other, use both AMD product badges, or, if space does not allow, the badge from the AMD highest product brand, provided that doing so does not create the impression that both systems are the higher product Minimum badge size should be followed (see visual identity overview) Correct AMD product mention should be featured following the applicable nomenclature guidelines AMD XX-XXXX Accelerated Processor with AMD Radeon HD XXXX + XXXX Dual Graphics Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam sit amet varius velit. - Lorem aliquam pulvinar - Nulla facilisi aliquam pulvinar - Lorem ipsum facilisi aliquam pulvinar - Nulla facilisi aliquam pulvinar Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam sit amet varius velit. Mauris facilisis malesuada massa vitae vulputate duisan. Partner Logo $000. $000. $000. Should the guidelines not cover your media (i.e. new media, innovative branding) please contact the brand team for guidance at brand.team@amd.com PARTNER LOGO AMD XX-XXXX Accelerated Processor with AMD Radeon HD XXXX + XXXX Dual Graphics ed do eiusmod tempor incididunt ut labore et dolore magna aliqua ea commodo consequat PARTNER LOGO AMD XX-XXXX Accelerated Processor with AMD Radeon HD XXXX + XXXX Dual Graphics ed do eiusmod tempor incididunt ut labore et dolore magna aliqua ea commodo consequat PARTNER LOGO AMD XX-XXXX Accelerated Processor with AMD Radeon HD XXXX + XXXX Dual Graphics ed do eiusmod tempor incididunt ut labore et dolore magna aliqua ea commodo consequat Circular Preferred product badge placement is near the system being promoted AMD Co-branding Guidelines page 23

24 3.1 / Detailed guidance / OEm relationships and ingredient branding OEM Relationships and Ingredient Branding Display media Preferred product badge placement is near the system being promoted Should two OEM products based on AMD be next to each other, use both AMD product badges, or, if space does not allow, the badge from the AMD highest product brand provided that doing so does not create the impression that both systems are the higher product Minimum badge size and nomenclature guidelines apply. See Visual Identity Overview (PID# 53107) Specifically for display, the AMD product badge should be displayed at least once at the minimum. Preferred prominence is to have the product badge appear 25% of the time. e.g. one frame out of four. Please note, that media placement and ad format need to allow for the minimum badge requirement i.e. 88 pixels. For example, 468x60 banners are not compliant Social media All display media guidelines apply to social media Any content jointly generated, e.g. headline, copy, etc., must be approved by the AMD brand team in advance and follow the AMD brand, tone and voice For non-product-focused social media, feature the AMD corporate logo in place of, or in addition to, the product badge Lorem Ipsum Dolor Sit. PARTNER LOGO Landing Page Lorem ipsum dolor sit. AMD XX-XXXX Accelerated Processor with AMD Radeon HD XXXX + XXXX Dual Graphics Lorem ipsum dolor sit amet, adipiscing elit. Nam sit amet varius velit. - Lorem aliquam pulvinar - Nulla facilisi aliquam pulvinar - Lorem ipsum facilisi aliquam pulvinar - Nulla facilisi aliquam pulvinar Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam sit amet varius velit. Mauris facilisis malesuada massa vitae vulputate duisan. Preferred product badge placement is near the system being promoted Lorem ipsum dolor sit amet. Ut enim ad minim. Out-of-Home guidance Preferred product badge placement is near the system being promoted Should two OEM products based on AMD be next to each other, use both AMD product badges, or, if space does not allow, the badge from the AMD highest product brand, provided that doing so does not create the impression that both systems contain the higher product Minimum badge size and nomenclature guidelines apply. For surfaces above 300 in 2 or 1900cm 2, minimum size is 3% of total area (see Product Badge Layout Requirement on page 14) Banner Ad Preferred product badge placement is near the system being promoted Partner Logo AMD Co-branding Guidelines page 24

25 3.1 / Detailed guidance / OEm relationships and ingredient branding OEM Relationships and Ingredient Branding Broadcast For television and radio broadcasts that will include AMD as an enabling technology, our brandmark, product badges and trademarks should be treated with the same care that they would in print or online Television On-screen Graphics. For on-screen graphics, the width of AMD s brandmark and product badges should be at least 15% of the height of the screen s safe area. The AMD logo should be displayed for a minimum of 2 seconds Static on-screen product badge placement should reflect the previous examples provided for print and online usage Radio and Television Voiceover references to trademarked AMD products and technologies on radio and TV is required and should remain consistent with the appropriate trademark usage guidelines In addition to the badge placement, either a voice over AMD mention or an on-screen text mention is required. Featuring both voice over and text mention is preferred For live broadcast, for example QVC, the brand prominence will be determined by the AMD project owner using Broadcast guidelines as a direction. Partner Logo 16:9 Frames Preferred product badge placement is near the system being promoted CORRECT VOICE-OVER USAGE: Systems feature AMD A10 processors for outstanding performance. INCORRECT VOICE-OVER USAGE: Systems feature A10 processors for outstanding performance. Systems feature AMD A10 for outstanding performance. Put the power of A10 in your PC. All broadcast advertising needs to be reviewed and approved in advance by the brand team at brand.team@amd.com. Please send storyboard for review as well as final creative for approval. Note that the SLA for any review process is 24 hours. Partner Logo 4:3 Frames Preferred product badge placement is near the system being promoted AMD Co-branding Guidelines page 25

26 3.2 / Detailed guidance / strategic alliance Strategic Alliance AMD is dominant partner AMD logo should be 2x the length/height of the partner logo Do not lock up AMD and partner logos, use logo separately Partner Logo Equal partner but AMD-led AMD and partner logos should be the same relative size Depending on environment and context, logos should either be locked up or used separately Include a vertical dividing rule between AMD and its external partner, the line should be black Partner Logo Equal partner but Partner-led AMD and partner logos should be the same relative size Depending on environment and context, logos should either be locked up or used separately Include a vertical dividing rule between AMD and its external partner; the line should be black Partner Logo AMD as supporting partner Ensure that the partner logo does not exceed twice the size of the AMD logo Do not lock up the AMD and partner logos Partner Logo All new logo lockups require approval in advance by the brand team at brand.team@amd.com AMD Co-branding Guidelines page 26

27 3.2 / DETAILED GUIDANCE / STRATEGIC ALLIANCE Lockup Usage Strategic Alliance Lockup Usage Length Proportion and arrangement Measurements for the AMD logo, divider line and partner logo are based on the width of the AMD logo PartnerCorp. Clear space guidance A minimum of the white square in the AMD Arrow mark of clear space should be maintained around each logo lock-up PartnerCorp. Minimum size As the AMD logo is reduced in size it is important to make sure it stays legible and recognizable. For that reason, make sure the logo is never smaller than in width MIN.675 Example Lockups No two logos are the same. Partner logo should be scaled to visually match the size of the AMD logo PartnerCorp. AMD corporate logo should always be locked with the partner corporate logo. No lockup of the AMD corporate logo and partner product logo allowed Partner Corp. Partner Corp. AMD Co-branding Guidelines page 27

28 3.2 / Detailed guidance / strategic alliance examples Strategic Alliance Examples AMD as dominant partner AMD should be the lead brand on all collateral AMD logo ideally should appear above the partner logo, if the layout allows it AMD logo should be twice the length/height of the partner logo When logos are side by side, include a dividing rule line between AMD and its external partner; the line should be black In cases where the perceptions/equity of partner brands are unclear, create a distance of at least twice the logo length between the AMD and partner logos Headline Goes Here. Loreptate porepe vitae. PartnerCorp. AMD as supporting partner If the contract or partner guidelines do not specify a visual treatment, the following guidance applies. For the instance where a partner brand enjoys greater relevance among end users/ customers, allow the partner logo to lead on the left (or above if there are space constraints) AMD and partner logos should be the same relative size and separated by a vertical line; the line should be black Surrounding elements are in the partner s look and feel; if partner guidelines allow, consider using the AMD look and feel Headline Goes Here. Loreptate porepe vitae. PartnerCorp. AMD Co-branding Guidelines page 28

29 3.3 / Detailed guidance / licensing Licensing License agreements are custom relationships in which AMD grants the Licensee, subject to the terms of a legally binding agreement, permission to use the AMD trademarks in connection with advertising, marketing, distribution, promotion, or sale of AMD products. SOME Ground principles (subject to the specific language in the particular license agreement): The Licensee shall use the AMD trademarks only in a manner specified in the AMD brand guidelines and solely in connection with the corresponding AMD product. The Licensee should not incorporate any AMD trademarks as part of any other trademark or incorporate them as part of any trade name or corporate name. The Licensee should not use the AMD trademarks in any manner that might disparage the AMD trademark and negatively impact the AMD brand. All Licensee s materials need to provide clear trademark attribution that acknowledges AMD as the of the owner of the AMD trademark(s) used. Licensee s marketing materials using the AMD trademark should be reviewed by AMD and approved prior to publication of the material. Note that the above might vary depending on the Licensee, also that other elements such as: enforcement, indemnification, termination should be regulated by the specific licensee agreement. To establish a new or revise an existing licensee marketing agreement, please engage with the brand team at brand.team@amd.com and with your contact in Legal. Be aware of the potential long lead time associated with the design and approval of any trademark licensing agreement. AMD Co-branding Guidelines page 29

30 3.4 / Detailed guidance / sponsorship programs Sponsorship Programs When AMD and one or more of its industry partners join forces in an initiative, campaign, announcement or event where the level of effort or sponsorship varies, we refer to this as a sponsorship. All sponsorship with budget above $50k must be approved by the AMD brand team and corporate marketing staff. Note that all sponsorship with monetary value need to go through the GSM and legal review process. The AMD brand team can provide deeper guidance on logo and product badge usage and execution in the following configurations: Title partner These are high-commitment sponsorships where AMD takes the lead role. Over time, we become strongly associated with the event or location. Use AMD s proprietary font and colors to create a text treatment For long-term venues and naming rights, unique identifiers will be created. Identifiers are to be developed in cooperation with the brand team and require CMO approval AMD Sponsorship Name Technology partner These demonstrate AMD s leadership in technology and the strength of our extensive portfolio. A level of exclusivity should be negotiated (i.e., no competitors should have a similar relationship with the partner) Treat as an equal partnership, with AMD as the lead brand For larger sponsorships, overall branding scope to be reviewed and approved by the brand team PartnerCorp. Corporate partner These general sponsorships serve a range of objectives from brand-building to hospitality Treat as an equal partnership, with AMD as the lead brand For larger sponsorships, overall branding scope to be reviewed and approved by the brand team PartnerCorp. AMD Co-branding Guidelines page 30

31 3.5 / Detailed guidance / Events Events AMD corporate event Create a unique AMD logo lockup representing the event with copy + nomenclature to describe the value proposition of the event Include a dividing rule line between AMD and the event name/nomenclature The event nomenclature/name should be true to the event but also to the brand strategy We do not recommend including dates in the event locked logo Event Name Example of event: AMD Developer Summit AMD standard event Do not create a unique event lockup Create association to the AMD brand using placement of corporate logo or product badge where appropriate Treat the event name as text/copy rather than a logo Event Name 2014 Example: AMD French Women Forum AMD Co-branding Guidelines page 31

32 3.5 / Detailed guidance / Events Events Standard event trade show booth At the event itself, showcase AMD, its offerings and its brand relationships according to our visual identity and brand relationship guidelines Showcase event taglines or core messages while keeping a clear focus on the prominence of the corporate brand Event Name 2014 Example: AMD presence at IFA Premium level sponsor or keynote at event Treat the relationship similarly to a strategic alliance, with AMD defaulting to an equal or supporting role in communications about the event - Ensure that the visual treatment conveys that we re participating in and are not responsible for the event - Use elements of the AMD brand where appropriate, e.g. on-brand photography, colors, and design elements such as the AMD polygons When specific event templates exist, AMD presenters should follow the third-party event template and include the AMD logo in a supporting role When there is no event template, AMD presenters should use approved AMD templates and reference the event name in copy or insert the event logo In every case, add the appropriate trademark attribution and legal disclaimer to the content Event Name 2014 Example of event: Austin City Limits AMD corporate event - website If the event qualifies as a signature event and is approved as such by the brand team, develop and apply a unique visual treatment and custom AMD logo lockup to all web presence elements Use event nomenclature that captures the theme and objectives of the event while supporting our brand strategy If we ve developed an approved event tagline, include it on event-related communications, but do not lock up a tagline with the AMD corporate logo AMD Co-branding Guidelines page 32

33 3.6 / DeTaileD guidance / additional resources Additional Resources The following resources are available on the AMD digital asset management repository: adam.amd.com For further information or assistance, please contact the brand team at brand.team@amd.com. AMD Brand Guidelines AMD Product Badge Guidelines Ver September 16, 2013 AMD Brand Guidelines (54040A) Ver October, Product Badge Guidelines (53107A) 1H 2013 Consumer Nomenclature Guidelines (53069A) The information presented in this document is for informational purposes only and may contain technical inaccuracies, omissions and typographical errors. The information contained herein is subject to change and may be rendered inaccurate for many reasons, including but not limited to product and roadmap changes, component and motherboard version changes, new model and/or product releases, product differences between differing manufacturers, software changes, BIOS flashes, firmware upgrades, or the like. AMD assumes no obligation to update or otherwise correct or revise this information. However, AMD reserves the right to revise this information and to make changes from time to time to the content hereof without obligation of AMD to notify any person of such revisions or changes. AMD MAKES NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE CONTENTS HEREOF AND ASSUMES NO RESPONSIBILITY FOR ANY INACCURACIES, ERRORS OR OMISSIONS THAT MAY APPEAR IN THIS INFORMATION. AMD SPECIFICALLY DISCLAIMS ANY IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR ANY PARTICULAR PURPOSE. IN NO EVENT WILL AMD BE LIABLE TO ANY PERSON FOR ANY DIRECT, INDIRECT, SPECIAL OR OTHER CONSEQUENTIAL DAMAGES ARISING FROM THE USE OF ANY INFORMATION CONTAINED HEREIN, EVEN IF AMD IS EXPRESSLY ADVISED OF THE POSSIBILITY OF SUCH DAMAGES Advanced Micro Devices, Inc. All rights reserved. AMD, the AMD Arrow logo and combinations thereof are trademarks of Advanced Micro Devices, Inc. in the United States and/or other jurisdictions. Other names are for informational purposes only and may be trademarks of their respective owners.