WD Preferred Hard Drive Campaign

Transcription

1 WD Preferred Hard Drive Campaign WD PREFERRED HARD DRIVE CAMPAIGN WD knows that hard drives are more than just storage devices, they re an integral part of people s lives. That s why WD designs and builds hard drives for ultimate reliability, performance and value. It s also why WD hard drives are the preferred hard drive. To highlight the individualized importance of WD hard drives to end users and channel partners, the campaign s custom illustrations portray the human benefits of each WD offering. CAMPAIGN OVERVIEW The combination of vivid colors, dramatic illustrations, clean layouts and impactful messaging drives home the importance of choosing the preferred hard drive. By taking a conceptual approach, with hard drive usage humanized through illustration, WD not only stands out from the competition, but clearly communicates to customers the company s unique understanding of why hard drives are important and must be designed and manufactured accordingly. LAYOUT The overall composition of the WD Preferred Hard Drive Campaign is simple, sophisticated and bold. The graphic representation of the platter and actuator arm filled with art is the central focus of the ad. The wedge boxes neatly contain the headline, body copy, campaign tagline, WD logo and Web address, creating the correct hierarchy of information. ROLE OF ILLUSTRATIONS The beautiful hand-drawn illustrations convey the individuality of the people who use each hard drive, and showcase different attributes of various segments of our target audience. ROLE OF COLOR The campaign s colors are important because they command attention and work hand-in-hand with the different illustrations. Please refer to page 3 for a detailed color palette. These colors should appear at 100% opacity. It s more than a drive. It s you. When inspiration strikes, creative professionals trust their visions to the hard drives preferred throughout the world. With WD drives, you enjoy maximum speed and performance for virtually any application. And with our industry-leading customer service, you can always rely on WD to help protect what makes you, you. The preferred hard drive. Western Digital, WD and the WD logo are registered trademarks in the U.S. and other countries. Other marks may be mentioned herein that belong to other companies. Product specifications subject to change without notice. Picture shown may vary from actual product Western Digital Technologies, Inc. All rights reserved A00 Campaign Overview 1

2 Print Ad ELEMENTS OF THE CAMPAIGN POP Shelf Talker It s more than a drive. It s your digital life. In the Preferred Hard Drive campaign, these elements are available for use: Print ads Online banners Flash and static POP ALL COMMUNICATIONS SHOULD INCLUDE The preferred drive. The preferred hardhard drive. Headline Illustration Product photography Content wedge box that holds headline, body copy and campaign tagline Logo wedge box and logo POP End Cap End User Creative Professional: It s more than a drive. It s you. End User Male: It s more than a drive. It s your digital life. Channel Success: It s more than a drive. It s your success. COPY Body copy and legal disclaimers are required on all print ads. PRODUCT PHOTOGRAPHY The product photography should be sized to match the width of the WD logo. WD LOGO COLOR AND SPACING 300px X 250px Web Ad Banners WD Logo Specific to Print The WD logo should always appear in the WD brand blue PMS #301 color, and positioned within the logo wedge box (gray color composed of black at 15% tint). The Web address should match horizontally with the width of the WD Logo. WD Logo Specific to Web Banners Campaign Guidelines 2

3 CHROME CAMPAIGN End User Creative Professional COLOR CAMPAIGN End User Male End User Creative Professional End User Male C=0 M=100 Y=10 K=5 R=226 G=1 B=123 C=4 M=23 Y=100 K=0 R=245 G=193 B=22 C=25 M=4 Y=98 K=0 R=202 G=212 B=48 C=100 M=0 Y=10 K=0 R=0 G=172 B=220 C=0 M=0 Y=0 K=60 Chrome Texture: Overlay, 60% opacity C=0 M=0 Y=0 K=60 Chrome Texture: Overlay, 60% opacity C=86 M=62 Y=42 K=24 R=46 G=81 B=103 C=50 M=0 Y=100 K=0 R=141 G=198 B=63 Channel Success Western Digital, WD and the WD logo are registered trademarks in the U.S. and other countries. Other marks may be mentioned herein that belong to other companies. Product specifications subject to change without notice. Picture shown may vary from actual product Western Digital Technologies, Inc. All rights reserved A00 Channel Success Western Digital, WD and the WD logo are registered trademarks in the U.S. and other countries. Other marks may be mentioned herein that belong to other companies. Product specifications subject to change without notice. Picture shown may vary from actual product Western Digital Technologies, Inc. All rights reserved A00 C=15 M=100 Y=100 K=0 R=210 G=35 B=42 C=0 M=65 Y=100 K=0 R=244 G=121 B=32 C=0 M=0 Y=0 K=60 Chrome Texture: Overlay, 60% opacity C=99 M=80 Y=42 K=37 R=7 G=50 B=82 Approved Color Palette 3

4 PRINT ADS FONT AND ELEMENTS SPECIFICATIONS Print Ad ILLUSTRATION Illustration is framed by the graphic representation of the platter and actuator arm. The actuator arm has a drop shadow. The platter circle does not. Actuator arm drop shadow specs: Blending Mode: Multiply Opacity: 50% Distance:.1375 Angle: -150 x offset:.1195 y offset: Size:.0694 CONTENT WEDGE BOX Right edge of content wedge box always bisects the middle of the letter W in the WD logotype. Content wedge box appears at 100% opacity in this campaign. Content wedge box angle is always 40 and size should match the wedge logo box. There are two options available, chrome and color. Be sure to only use one of these throughout all campaign executions. Please refer to page 6 for a detailed color palette. Content wedge box is filled with 60% black. Chrome texture is placed inside content wedge box with the overlay effect at 60% opacity. FONT: Helvetica Neue LT Std 36 Thin Italic. White. BODY COPY FONT: Helvetica Neue LT Std 45 Light Prefer 10 pt. type on 12 pt. leading, no smaller than 7 pt. It s more than a drive. It s you. CAMPAIGN TAGLINE When inspiration strikes, creative professionals trust their visions to the hard drives preferred throughout the world. With WD drives, you enjoy maximum speed and performance for virtually any application. And with our industry-leading customer service, you can always rely on WD to help protect what makes you, you. FONT: Helvetica Neue LT Std 75 Bold Italic The preferred hard drive. Western Digital, WD and the WD logo are registered trademarks in the U.S. and other countries. Other marks may be mentioned herein that belong to other companies. Product specifications subject to change without notice. Picture shown may vary from actual product Western Digital Technologies, Inc. All rights reserved A00 LOGO AND WEB ADDRESS Logo and Web address type need to fit within live area. FONT: Helvetica Neue LT Std 55 Roman (same width as logo) WD Blue type Logo wedge box is composed of 15% black and has a 100% opacity in this campaign. LEGAL TYPE FONT: Helvetica Neue LT Std55 Roman, 5 pt type on 5 pt. leading Sample Print Advertisement 4

5 DETAILED PRINT AD SPACING SPECIFICATIONS PREFERRED LAYOUT Trim marks Indicate where and how elements line up A minimum of.125 bleed on all sides of page is recommended. A Space between the top of the WD logotype and the top of the blue shape in the WD logo B 250% (x 2.5) enlargement of shape A C Space between the bottom of the WD logotype and the bottom of the blue shape in the WD logo Illustration is placed inside of a graphic representation of the platter and actuator arm. The size of this shape is 67.5% of the total width of the narrowest dimension of the print ad. To place this shape correctly in the print ad: Step 1: Position at the center point between the top of the content wedge box and the top, left and right edges of the print ad. Step 2: Move the shape down an increment that is equal to shape B. Width of WD Hard Drive matches width of WD Logo. The preferred hard drive. Bottom of the campaign tagline aligns with the top of the WD logotype. Bottom of the content wedge box aligns with the bottom of the WD logotype. Bottom of legal copy aligns with bottom of Web address..125 bleed all the way around Right edge of content wedge box always bisects the middle of the letter W in the WD logotype. Web address is justified with the WD logo. Legal copy is justified with the body copy. Sample Print Advertisement 5

6 DETAILED PRINT AD SPACING SPECIFICATIONS ALTERNATE LAYOUT FOR SMALLER LIVE-AREA SIZES Trim marks Live area Indicate where and how elements line up A minimum of.125 bleed on all sides of page is recommended. A Space between the top of the WD logotype and the top of the blue shape in the WD logo B 250% (x 2.5) enlargement of shape A C Space between the bottom of the WD logotype and the bottom of the blue shape in the WD logo Illustration is placed inside of a graphic representation of the platter and actuator arm. The size of this shape is 67.5% of the total width of the narrowest dimension of the print ad. To place this shape correctly in the print ad: Step 1: Position at the center point between the top of the content wedge box and the top, left and right edges of the print ad. Step 2: Move the shape down an increment that is equal to shape B. Width of WD Hard Drive matches width of WD Logo. Bottom of the campaign tagline aligns with the top of the WD logotype. Bottom of the content wedge box aligns with the bottom of the WD logotype. Western Digital, WD and the WD logo are registered trademarks in the U.S. and other countries. Other marks may be mentioned herein that belong to other companies. Product specifications subject to change without notice. Picture shown may vary from actual product Western Digital Technologies, Inc. All rights reserved A00 Bottom of legal copy aligns with bottom of Web address..125 bleed all the way around Right edge of content wedge box always bisects the middle of the letter W in the WD logotype. Web address is justified with the WD logo. Legal copy is justified with the body copy. Sample Print Advertisement 6

7 FLASH Web Banner Ad 728 X 90 WEB BANNER ADS LAYOUT COLOR Please refer to page 6 for the approved color palette. End User Creative Professional: It s more than a drive. It s you. End User Male: It s more than a drive. It s your digital life. Channel Success: It s more than a drive. It s your success. FONT: Helvetica Neue LT Std 36 Thin Italic PRODUCT NAME WD Internal Hard Drives Helvetica Neue LT Std 65 Medium CAMPAIGN TAGLINE The preferred hard drive. Helvetica Neue LT Std 46 Light Italic PRODUCT PHOTOGRAPHY The product photography should be placed horizontally and aligned between the bottom of the Learn More button and the top of the WD logo. STATIC Web Banner Ad Product Photography specific to this banner size Product Photography for all other executions LOGO Feature blue WD logo in lower right-hand corner positioned within the logo wedge box. WD Logo Specific to Web Banners Space between the top of the WD logotype and the top of the logo wedge box in the WD logo LEARN MORE BUTTON FONT: Helvetica Neue LT 45 Light CAPS All in white type Background color: WD brand blue PMS # % (x 2) of the height of the space between the top of the WD logotype and the top of the logo wedge box in the WD logo Space between the bottom of the WD logotype and the bottom of the logo wedge box in the WD logo 200% (x 2) of the height of the space between the bottom of the WD logotype and the bottom of the logo wedge box in the WD logo Sample Web Banner 7

8 FLASH Web Banner Ad 300 X 250 WEB BANNER ADS LAYOUT COLOR Please refer to page 6 for the approved color palette. End User Creative Professional: It s more than a drive. It s you. End User Male: It s more than a drive. It s your digital life. Channel Success: It s more than a drive. It s your success. FONT: Helvetica Neue LT Std 36 Thin Italic CAMPAIGN TAGLINE CAMPAIGN TAGLINE: The preferred hard drive Helvetica Neue LT Std 46 Light Italic PRODUCT NAME PRODUCT NAME: WD Internal Hard Drives Helvetica Neue LT Std 65 Medium PRODUCT PHOTOGRAPHY The product photography should be sized to match the width of the WD logo. LOGO Feature blue WD logo in lower right-hand corner positioned within the logo wedge box. LEARN MORE BUTTON FONT: Helvetica Neue LT 45 Light CAPS All in white type Background color: WD brand blue PMS #301 STATIC Web Banner Ad Sample Web Banner 8

9 POP ENDCAP ILLUSTRATION Illustration is framed by the graphic representation of the platter and actuator arm. The actuator arm has a drop shadow. The platter circle does not. Actuator arm drop shadow specs: Blending Mode: Multiply Opacity: 50% Distance:.1375 Angle: -150 x offset:.1195 y offset: Size:.0694 FONT: Helvetica Neue LT Std 36 Thin Italic. White. PRODUCT PHOTOGRAPHY The product photography should be sized to match the width of the WD logo. LOGO AND WEB ADDRESS Position logo and website in lower right corner and properly position inside logo wedge box. Website Helvetica Neue LT Std 55 Roman (same width as logo) CAMPAIGN TAGLINE FONT: Helvetica Neue LT Std 76 Bold Italic COPY: The preferred hard drive. BODY COPY Helvetica Neue LT Std 55 Roman COPY: Trust your photos, music, videos and files to the performance and reliability of WD. Sample POP 9

10 POP SHELF TALKER ILLUSTRATION Illustration is framed by the graphic representation of the platter and actuator arm. The actuator arm has a drop shadow. The platter circle does not. Actuator arm drop shadow specs: Blending Mode: Multiply Opacity: 50% Distance:.1375 Angle: -150 x offset:.1195 y offset: Size:.0694 It s more than a drive. It s your digital life. FONT: Helvetica Neue LT Std 36 Thin Italic. White. PRODUCT PHOTOGRAPHY The product photography should be sized to match the width of the WD logo. LOGO AND WEB ADDRESS Position logo and website in lower right corner and properly position inside logo wedge box. Website Helvetica Neue LT Std 55 Roman (same width as logo) The preferred The preferred hard hard drive. CAMPAIGN TAGLINE FONT: Helvetica Neue LT Std 76 Bold Italic COPY: The preferred hard drive. Sample POP 10