BRAND GUIDELINES. Copyright World Wide Technology, Inc. All rights reserved.

Transcription

1 BRAND GUIDELINES Copyright World Wide Technology, Inc. All rights reserved.

2 TABLE OF CONTENTS WWT Brand Guidelines ## Logo Usage ## Color ## Typography ## Photography ## Iconography ## Voice Dan Catalano Business Development Manager - Creative World Wide Technology, Inc Dan.Catalano@wwt.com

3 LOGO USAGE Logo Usage All WWT logos must be reproduced from materials supplied by WWT. Each representation of the WWT mark should be consistent, undistorted and clear. Always follow the specifications set forth in the materials provided by WWT. You may only use WWT logos if you have obtained a written license or approval from WWT and your use complies with such license or approval. Never alter or create WWT s logos without express written authorization from WWT. Correct Usage Use only WWT s provided and approved artwork Use only WWT approved colors Use correct positioning for the WWT logo as specified in these Guidelines Maintain the specified safe area around the WWT logo The WWT logo should not appear on a textured or patterned background The WWT logo should not be sized smaller than the minimum size requirements stated in these Guidelines WWT has the right to request removal or termination of use of any WWT logo at any time

4 LOGO USAGE STACKED HORIZONTAL The WWT Logo This logo should only be used by WWT and expressly approved WWT partners. Use of the WWT logo is only authorized when a marketing activity or program is sponsored in whole or in part by WWT itself. Partners may post the WWT logo on their Web sites in their partner vendor lists, but this usage must be expressly approved in writing by WWT and adhere to the Guidelines in this document. Standard Use WORLD WIDE TECHNOLOGY S LOGO This logo should only be used by WWT on the external Web site and in conjunction with marketing programs. WWT s Marketing Department must provide express written approval for the use of this logo in all cases. White with Color Bar (In this case WWT Blue) COLOR STANDARDS This logo must appear as illustrated to the right of this column. Black and White Grey Scale

5 LOGO USAGE The WWT Logo WWT RED Pantone 1788 C or 1788 U C 0% R 238 M 97% G 40 Y 94% B 42 K 0% Web #EE282A WWT BLUE C 80% R 7 M 45% G 128 Y 0% B 215 K 0% Web #0780D7 SAFE AREA The WWT logo must be placed in an area that allows for ample space to breathe, free from any visual clutter that competes with or obstructs the readability and importance of the mark except where there is express written approval from WWT Marketing. ADDITIONAL USAGE GUIDELINES: 1. The standard red and blue logo (text below or text to the side) should be used whenever possible, particularly within any Federal marketing communications materials. 2. As an alternative, the reverse out version (white on a solid background, or single, solid-color logo on a white background) can be used when trying to coordinate a color scheme. Do not place the logo on a photographic background that provides insufficient contrast Do not place the logo on a busy photograph or patterned background Do not place the logo on a two-toned background (red/blue) In the illustrations above, the is 1/3 (.33) the width of the WWT (Red and Blue) Logo mark.

6 LOGO USAGE PRINT SCREEN The WWT Logo MINIMUM SIZE The WWT logo should always be large enough to ensure legibility. At its specified minimum size, the logo is prominent and readable. The minimum size measurement refers to the width of the WWT signature. There is a print (printed media) and pixel (on screen) minimum size requirement inches 2 inches Width: 125 px - Height: 44 px Width: 165 px - Height: 29 px

7 LOGO USAGE Industry and Practice Logos In the illustration above, the is 1/3 (.33) the width of the WWT (Red and Blue) Logo mark. Arial Bold Regular } X } X/1.17 Gotham Light Tracking: -50 Kerning: Optical

8 LOGO VIOLATIONS Do not use the color mark with white lettering Do not alter logo proportions Do not rotate or skew the logo Do not interfere with logo safe area Do not squash or stretch the logo Do not place logo on busy background

9 COLOR AND TYPOGRAPHY Color Palette Typography CORPORATE COLORS R0 G0 B0 C0 M0 Y0 K100 R152 G163 B163 C43 M29 Y32 K0 R7 G102 B186 C89 M61 Y0 K0 HEADLINES PRIMARY TYPEFACE: Gotham Light ABCDEFGHIJKLMNOPQRSTUVWXYZ ACCENT COLORS R238 G40 B42 C0 M97 Y94 K0 R7 G128 B215 C80 M45 Y0 K0 R0 G134 B234 C77 M44 Y0 K0 SECONDARY TYPEFACES: Gotham font family to be used however is most appropriate for the context. GOTHAM BLACK GOTHAM BOLD GOTHAM MEDIUM GOTHAM BOOK GOTHAM LIGHT GOTHAM EXTRALIGHT R255 G138 B1 C0 M56 Y100 K0 BODY COPY R255 G198 B1 C0 M22 Y100 K0 PRIMARY TYPEFACE: Calibri Gotham, Verdana, Arial and Times New Roman can be substituted for the corporate standards when necessary.

10 IMAGERY TECHNOLOGY PEOPLE ABSTRACT NOTE: Original WWT photos should be used wherever possible. Images should not feel old, out of date, generic (circuit boards, binary code, etc.) or too dark, and should convey elements of innovation, movement, teamwork, problem solving and technology expertise. Resolution must be 300dpi for print materials.

11 ICONOGRAPHY Service Offerings WWT has identified these icons to brand our service offerings in the Advanced Technology Center (ATC) Labs TECH BRIEFINGS WORKSHOPS ADVISORY SERVICES SANDBOX ENVIRONMENTS PROOFS OF CONCEPT (POC) INTEGRATED PRODUCT AND SOLUTION DEMOS TRAINING PRODUCT TESTING AND BENCHMARKING EARLY FIELD TRIALS LAB AS A SERVICE (LaaS) Collateral Development Icons can also be used in marketing pieces as graphical representations of technologies, use cases, industries, etc. Examples:

12 VOICE World Wide Technology adopts a conversational voice and tone that avoids business jargon to support our value proposition of simplify the complex. Web copy should avoid excessive punctuation and use short sentences. Bullet points should be used whenever possible to break down complex ideas. GENERAL CAPITALIZATION Capitalize the first letter of every word in a headline except articles, coordinating conjunctions and prepositions. Do not capitalize nouns, such as data center or healthcare, unless referring to a company or proprietary product or solution Capitalize WWT verticals only when they are listed in a group. Example: WWT s technology focus areas are Collaboration, Data Center, Networking, Security and Supply Chain. Do not capitalize subject matter expert. Capitalize all letters in initialisms (ATC, ITC, etc.); VoIP, XaaS are the exceptions. For initialisms or acronyms that contain an article within the example (e.g., of, the), capitalize the article s letter as well (e.g., BOM, SOW). Federal and government: government should always be lowercase. Federal is capitalized only when part of a government body s formal name: Federal Trade Commission. Lowercase for all others: federal government, federal agency, federal programs. COMMONLY USED WORDS: PROPER FORM Big data Data center Cybersecurity Hands-on Cutting-edge Real-time (adjective) Real time (noun) Plug-and-play Kickoff (noun and adjective) Kick off (verb) Proof of concept (POC; noun) Proof-of-concept (adjective) Nonprofit (noun and adjective) Multi-vendor OEM Time to market (no hyphens) Cost-effective Next-generation data center (adjective) Software-Defined Networking Roadmap (noun) Online Off-site, on-site

13 BRAND GUIDELINES Copyright World Wide Technology, Inc. All rights reserved.