Microsoft Surface brand guidelines. October 7, 2015

Transcription

1 Microsoft Surface brand guidelines October 7, 2015

2 Microsoft Surface brand guidelines 2 Welcome! Designing for Microsoft Surface? You ve come to the right place. These guidelines are for Microsoft Surface communications. For asset help, brand help, and reviews, contact surface@microsoft.com.

3 Microsoft Surface brand guidelines 3 Contents What s new Logos Layout examples Identity Elements Personality Tone of voice Creative principles Signature layouts Overview Logo Logo options Clear space Logo sizing Color Type Hardware Screen options Layout Margins and headline placement Image panel 33% 50% Flood Branding bar Blue strip Showcase 28 Print Appendix Nomenclature Asset index

4 Identity

5 Microsoft Surface brand guidelines Identity Elements Layout Showcase Appendix 5 Personality We re bold. Courageous, clever, and surprising, in a good way. We re inspiring. Stirring, motivating, and optimistic. We re inviting. Engaging and welcoming you to try new things.

6 Microsoft Surface brand guidelines Identity Elements Layout Showcase Appendix 6 Tone of voice We re warm and relaxed. We re natural. Never formal. We re honest and fun to be around. We re crisp and clear. We re talking to busy people (like you). We get to the point. Ready to lend a hand. We anticipate people s needs. And we offer helpful information just when they need it.

7 Microsoft Surface brand guidelines Identity Elements Layout Showcase Appendix 7 Creative principles Achieve the highest levels of quality and craftsmanship. As with our products, every detail matters. Each moment is an opportunity to elevate quality. Tell a personal, relatable, and memorable story. Storytelling is most effective, and more likely to be retold, when it s personal, and memorable. Use striking words, imagery, and color to stand out. Cut through the clutter and break through the noise with bold, distinctive headlines, and imagery. Be clear, focused, and single-minded. Consider the outcome you want to achieve, then build and optimize creative to make it happen.

8 Microsoft Surface brand guidelines Identity Elements Layout Showcase Appendix 8 Signature layouts 33% 50% Flood

9 Elements

10 10 Overview Logo Color Type Hardware Photography Segoe Pro SemiLight Regular SemiBold

11 11 Logo The entire product logo should appear in creative. Symbol Product logo

12 12 Logo options Horizontal (preferred) Use the preferred logo unless there is limited horizontal space. Do not lock up additional text with the logo. Do not change the colors of the logo. The logo does not require trademark bugs in most instances, including advertising and marketing. For additional guidance please visit For further guidance if you are using logos for software, hardware, packaging, or books and manuals published by Microsoft, or if there are production limitations that require a one-color version of the logo, please contact surface@microsoft.com Stacked

13 13 Clear space and minimum size Minimum clear space Minimum size Print 1 inch/25.4 mm Screen 72 pixels Minimum size Print 1 inch/25.4 mm Screen 72 pixels

14 14 Logo sizing Logo sizing is established/determined by the height of the symbol. Horizontal The symbol size of the horizontal logo must be 1.5% of the width + height. Stacked The symbol size of the stacked logo must be 2% of the width + height. Horizontal (preferred) Stacked Symbol 2% (w+h) Example: 1100 mm x 420 mm 1100 width height = x 2% = 30.4 Symbol size is 30.4 mm Symbol 1.5% (w+h) Example: 22 x width + 28 height = x 1.5% = 0.75 Symbol size is 0.75

15 15 Color Microsoft Blue can be used in a variety of ways from a page accent to a full flooded background. Copy can appear in Dark Gray, Black, or White. DO NOT use the automated color-conversion tools in your software. Each color has been optimized for print reproduction (PMS/CMYK) and on-screen (RGB/HEX). Rich Black (C60 M40 Y40 K100) Rich black should be applied when a black background is needed on print deliverables. Do not use in typography. Microsoft Blue PMS 3005 C100 M30 Y0 K0 R0 G120 B215 HEX #0078D7 White C0 M0 Y0 K0 R255 G255 B255 HEX #FFFFFF Light Gray 10% PMS Cool Gray 9 C0 M0 Y0 K7 R238 G238 B238 HEX #EEEEEE Medium Gray PMS Cool Gray 9 C0 M0 Y0 K65 R115 G115 B115 HEX # Dark Gray PMS Cool Gray 11 C0 M0 Y0 K80 R80 G80 B80 HEX # Black C0 M0 Y0 K100 R0 G0 B0 HEX # The colors, CMYK, RGB, and hexadecimal breakdowns shown here have not been evaluated by PANTONE for accuracy and may not match the PANTONE Color Standard. Consult current PANTONE Color Publications for accurate color. PANTONE is the property of Pantone LLC.

16 16 Type Segoe Pro SemiLight is recommended for all headline type, set in 24 pt or larger. Segoe Pro Regular is used for all supporting type, set in 23 pt type or smaller. Segoe Pro SemiBold may be used for sub-heads, call-outs, and titles. Sentence case is preferred for all communications. Leading refers to the space between lines of type. All type sizes should use 120% leading. Type should always be set flush left, rag right. Segoe Pro should never be centered, flush right, or fully justified. Segoe UI All digital communications should use Segoe UI. The Segoe UI typeface has been specifically designed for digital communications and should never be used in place of Segoe Pro.

17 17 Hardware Surface family hero Use artwork as provided. If you require additional angles, please contact Minimum size Print 2 inches/50.8 mm Screen 144 pixels Surface Book Surface Pro 4 Minimum size Print 2 inches/50.8 mm Screen 144 pixels Minimum size Print 2 inches/50.8 mm Screen 144 pixels

18 18 Screen options Hero screens Use artwork as provided. If you require additional images, please contact Surface Book Surface Pro 4 Surface 3 Additional screens available Illustrator Maya Lightroom Photoshop Drawboard Excel PowerPoint Word OneNote

19 Layout

20 20 Margins and headline placement Margins Layouts using the horizontal logo have a minimum margin of 1 symbol plus 1 square of the symbol from the edge of the canvas. Layouts using the stacked logo have a minimum margin of 1 symbol from the edge of the canvas. Horizontal (preferred) Stacked Blue strip For vertical layouts, the bottom margin begins above the blue strip. For horizontal layouts the left margin begins to the right of the blue strip. Headline placement Headline can be positioned vertically using multiples of the margin. See examples. Symbol 2% (w+h) Example: Headline placement using 1x margin Margins 1 symbol Pre-order yours now Pre-order yours now Symbol 1.5% (w+h) Example: Headline placement using 2x margin Margins 1 symbol + 1 square of symbol

21 21 Image panel Photography should bleed off all sides of the image panel except for messaging panel. Only one image can be placed in each image panel, not a collage of images. Power of a laptop, portability of a tablet this is Microsoft Surface. Discover how Surface fits into your life to help you accomplish more than ever before. Order yours today. Elements should not cross over panels. Never place text over a hardware render. Power of a laptop, portability of a tablet this is Microsoft Surface. Discover how Surface fits into your life to help you accomplish more than ever before. Order yours today.

22 22 33% The 33% layout should be used when you want to feature photography but allow room for the option of hardware imagery, messaging, and branding. Image panel 67% of longest edge The messaging panel is for copy, branding, and can feature hardware and a call to action. The messaging panel should only be at the bottom of the of a vertical layout or on the far left hand side for horizontal layouts. This panel can also be white with a blue strip. Logo size The symbol size of the horizontal logo must be 1.5% of the width + height of canvas. The symbol size of the stacked logo must be 2% of the width + height of canvas. See page 14 for additional information on sizing and placement of logo. Messaging panel 33% of longest edge Power of a laptop, portability of a tablet this is Microsoft Surface. Discover how Surface fits into your life to help you accomplish more than ever before. Order yours today. Symbol 1.5% of width + height

23 23 50% 50% layouts should be used when creating layouts that have an equal balance of experience photography and messaging. Image panel 50% of longest edge The messaging panel is for copy, branding, and can feature hardware and a call to action. The messaging panel should only be at the bottom of the layout or on the far left hand side for horizontal layouts. This panel can also be white with a blue strip. Logo size The symbol size of the horizontal logo must be 1.5% of the width + height of canvas. The symbol size of the stacked logo must be 2% of the width + height of canvas. See page 14 for additional information on sizing and placement of logo. Messaging panel 50% of longest edge Power of a laptop, portability of a tablet this is Microsoft Surface. Discover how Surface fits into your life to help you accomplish more than ever before. Order yours today. Symbol 1.5% of width + height

24 24 Flood Flood blue This layout should only be used to showcase hardware. Logo size The symbol size of the horizontal logo must be 1.5% of the width + height of canvas. The symbol size of the stacked logo must be 2% of the width + height of canvas. See page 14 for additional information on sizing and placement of logo. Symbol 1.5% of width + height

25 25 Branding bar Branding bar should be used when the primary objective of the communication is to showcase experience photography. Experience images must include hardware. Branding bar can only be placed at the bottom of the layout. Use the branding bar asset as provided. Do not place any other elements within the branding bar. Copy When placing copy on top of experience photography, look for a solid area that will keep the copy as legible as possible. Do not add drop shadows or other effects to type. Scaling The branding bar should be 4% of width + height of the layout and extend to the right edge from the left. When placed in layouts, the branding bar is scaled as a single unit to meet the height requirement and then extended to the right edge. The Microsoft logo remains positioned as scaled in the left corner. Image panel 96% of canvas Branding bar 4% of width + height Scaling 4% (w+h)

26 26 Blue strip White 99% of canvas White background with 1% blue strip. This layout should only be used to showcase hardware. For vertical layouts, the bottom margin begins above the blue strip. For horizontal layouts the left margin begins to the right of the blue strip. Logo size The symbol size of the horizontal logo must be 1.5% of the width + height of canvas. The symbol size of the stacked logo must be 2% of the width + height of canvas. See page 14 for additional information on sizing and placement of logo. Pre-order yours now Pre-order yours now Blue strip 1% of width + height Pre-order yours now Pre-order yours now Symbol 1.5% of width + height

27 Showcase

28 28 Power of a laptop, portability of a tablet this is Microsoft Surface. Discover how Surface fits into your life to help you accomplish more than ever before. Order yours today. Power of a laptop, portability of a tablet this is Microsoft Surface. Discover how Surface fits into your life to help you accomplish more than ever before. Order yours today.

29 29 Power of of a laptop, portability of of a tablet this is is Microsoft Surface. Discover how Surface fits into your life to help you accomplish more than ever before. Order yours today. Power of a laptop, portability of a tablet this is Microsoft Surface. Discover how Surface fits into your life to help you accomplish more than ever before. Order yours today.

30 30 Power of a laptop, portability of a tablet this is Microsoft Surface. Discover how Surface fits into your life to help you accomplish more than ever before. Order yours today. Power of a laptop, portability of a tablet this is Microsoft Surface. Discover how Surface fits into your life to help you accomplish more than ever before. Pre-order now Pre-order Order yours today. now

31 31

32 32

33 33 Pre-order yours now Pre-order yours now

34 Appendix

35 35 Nomenclature Microsoft Surface First use Microsoft Surface Microsoft Surface 3 Microsoft Surface Pro 3 Microsoft Surface Pro 4 Microsoft Surface Book Subsequent text references Surface Surface 3 Surface Pro 3 Surface Pro 4 Surface Book General phrasing Avoid adding an article to Microsoft Surface. (i.e. Introducing Microsoft Surface 3 vs Introducing the Microsoft Surface 3 ) DO NOT Use Microsoft alone to represent the device. Use Microsoft or Microsoft Surface in a possessive or plural form. Use lowercase M in Microsoft. Use lowercase S in Surface. Add a modifier to Surface (i.e. The Microsoft Surface 3 Tablet).

36 36 Asset index Logos MSSurface_Logo_horizontal_C-White_CMYK.eps MSSurface_Logo_horizontal_C-White_RGB.pdf MSSurface_Logo_horizontal_C-White_RGB.png MSSurface_Logo_horizontal_C-Gray_CMYK.eps MSSurface_Logo_horizontal_C-Gray_RGB.pdf MSSurface_Logo_horizontal_C-Gray_RGB.png MSSurface_Logo_stacked_C-White_CMYK.eps MSSurface_Logo_stacked_C-White_RGB.pdf MSSurface_Logo_stacked_C-White_RGB.png MSSurface_Logo_stacked_C-Gray_CMYK.eps MSSurface_Logo_stacked_C-Gray_RGB.pdf MSSurface_Logo_stacked_C-Gray_RGB.png Additional hardware images, colors spaces, file formats are available on Brand Central

37