Asurion Brand Guidelines D

Transcription

1 Asurion Brand Guidelines D

2 The Asurion Brand The Asurion brand is our face to the world. The Asurion brand is made up of 14,000 creative people working in unison to overcome real-life obstacles, a system that operates 24/7, speaks six languages, and works across any device, platform or provider. The Asurion brand listens, understands, fixes, replaces, solves and explains. The Asurion brand recognizes the interconnectivity of life and technology, understands the underlying complexity that makes so many things simple, and promises to keep life up and running. Clearly, the Asurion brand has extraordinary value, and one way to protect it is by using its visual elements logotype, typography and color palette properly and consistently. These guidelines are intended to help, guide and show you the way as you bring our brand to life.

3 Visual Expression Logo Tagline Color Palette Typography Iconography Illustration Supportive Visual Elements

4 1.0 Logo

5 1.1 Logo The Asurion Logo The new mark is fresh and contemporary, but is not disconnected from our past. It incorporates the letter A, and is inspired by the intersection of the technology we support and the users we help. It s more about inspiring a feeling, and remaining authentic to who we are and what we do. The mark puts us in the same visually modern peer group as our partners, and when you look at it without the Asurion name, it works really well.

6 1.2 Logo Components Logotype The Asurion logo is made up of typography and a symbol in a contemporary, forwardmoving, visually balanced combination. Typography The typography of the Asurion logo is fresh and contemporary, strong but not too formal, and its use in the lower case adds to its sense of being friendly and approachable. Symbol The symbol incorporates a stylized letter A and is inspired by the meeting of the technology we support and the users we help. There is a visual reference to an arrow-like movement forward, a progression which aligns nicely with the Asurion brand strategy. In the pages that follow, you will see that the symbol can be used independently of the typography, but the typography can never be used without the symbol.

7 1.3 Logo Clear Space & Sizing RULES: Typography and Symbol The logo consists of the typography and symbol in a balanced lock-up. The two components must appear together in all cases. The symbol can be used independently if needed, but the typography cannot. Area of Isolation A space twice the width as X shows area where no other type or image can infringe on the brandmark. The height clearing area is called X from the highest point of the brand icon. AREA OF ISOLATION X X X =X Minimal Size The brandmark is not to be reduced below a 1-inch width as shown here. 1 wide X

8 1.4 Logo Colors Logo Colors The Asurion colors are modern but not trendy. They are clean, crisp, and classic to ensure longevity. In addition, the contrast Asurion Dark Blue Asurion Blue Asurion Green Black White between blue/green and black/white/gray underscores the sense that Asurion lives at the intersection of life and technology. PMS 288C PMS 298C PMS 376C 100% Black 100% White CMYK: 100%, 67%, 0%, 23% RGB: 0%, 75%, 141% HEX: 00337F CMYK: 69%, 7%, 0%, 0% RGB: 19%, 181%, 234% HEX: 51B5E0 CMYK: 50%, 0%, 100%, 0% RGB: 141%, 198%, 63% HEX: 7FBA00 CMYK: 50%, 0%, 100%, 0% RGB: 0%, 0%, 0% 4-Color Logo 2-Color Logo 1-Color Logo Grayscale Logo

9 1.5 Logo Usage RULES: Logo Usage- Primary The Asurion logo is made up of the typography and the symbol together as shown here. The typography must always be accompanied by the symbol.

10 1.6 Incorrect Logo Usage RULES: Incorrect Usage Modifications of the logo can dilute Do not apply color change to the symbol. Do not put effects on the logo. Do not enlarge the symbol size. Scale proportionally. brand impressions, weaken the power of the brand and confuse the consumer. Typical changes to avoid are shown Do not overprint a busy background. to the right. Do not tint or ghost back the logo. Do not stack icon over the logo. Do not reverse order of the typography and symbol. Do not skew or distort the logo. asurion Do not change color of the logo. ASURION Do not use all caps on the logo. Do not use the brandname without the symbol. Asurion Do not use an initial cap on the logo. Do not change font in the logo.

11 1.7 Logo Trademark Boilerplate RULES: Where to use If a trademark statement is necessary on print material, it should appear in 7-point Minion Pro Regular with 9-point leading. This keeps the boilerplate legible without interferring with important communication devices. Asurion All Rights reserved This boilerplate trademark statement should appear on all communication where it is required. The typography is Minion Pro 7-point on 9-point leading. Asurion is a registered trademark of Asurion, LLC Back of brochure Front of brochure (example) life s operating system The following represents placement of a trademark statement. This boilerplate trademark is an optional statement which can be used on all communication where it is required. The typography is Minion Pro 7-point on 9-point leading. Asurion All Rights reserved Positioning of the Trademark boilerplate statement

12 1.8 Logo Symbol Usage RULES: Symbol as Independent Graphic Element Although, in the logo, the typography must always be accompanied by the symbol, the symbol itself may be used independently. With an eye to correct proportion, the symbol works well in print and on screen. Symbol as Supergraphic The symbol works large-scale, as well, and lends itself to use on vehicles and on large surfaces in building interiors and exteriors. Symbol as Pattern The geometry of the symbol is ideal for creating repeating patterns. protected.

13 1.9 Incorrect Symbol Uses RULES: Logo Symbol as Standalone The following scenarios are to be avoided, as they do not represent the Asuriuon brand identity. Do not substitute another color for the symbol mark. Do not overlap the symbol mark onto itself, as it will create a totally unrecognizable shape not an Asurion shape. Do not apply a stroke to the symbol mark. Do not fill the negative space of the logo symbol with another color. Do not crop symbol where the middle triangle is not present, as it will take on the form of an entirely different shape. Do not overlap the symbol mark onto itself in a ghosted or tinted visual. Do not place the logo symbol over an area where is becomes difficult to discern or read. Parts of the Asurion symbol are not to be altered in shape, as this will create a entirely new symbol. The symbol is never to be used as a gradient tone, as it will cause the Asurion shape to disappear.

14 1.10 Logo Applications RULES: Logo as Standalone In instances where Asurion is the primary/sole brand, the logo stands alone, as shown. The Brandmark as Standalone Logo as an Ingredient Brand In instances where the Asurion brandmark supports a retailer s brand, the logo can be used as shown to the left. The Brandmark as an Ingredient Brand

15 1.11 Ingredient Logo Applications RULES: Horizontal Application Y Z Y Z The Ingredient logo with the Powered by preface must be used as a horizontal application as shown to the right. Chevin Light always uses Chevin Light in all caps as a consistent typography application. Ingredient Logo Spacing The space between the words of the Ingredient logo are determined as shown to the right. The space between the D in Powered and the B in By is called out as Y, and is the same width as the negative space in the letter O.

16 1.12 Incorrect Ingredient Applications RULES: Incorrect Applications The following examples highlight Do not substitute another font for the Ingredient typography mark Do not change the font weight of the Powered by Ingredient typography Do not alter the font point size for the Ingredient typography ways the Asurion Ingredient logo should never be used. POWERED BY Do not substitute another color for the Ingredient typography Do not italicize the Powered by Ingredient typography Do not stack the font for the Ingredient typography mark Do not tint or ghost back the Powered by Ingredient typography Do not elevate the position of Powered by within the Ingredient typography

17 1.13 Ingredient Logo Applications RULES: Ingredient Logo Spacing The Asurion Ingredient logo should be separated from any Primary Logo by the vertical height space called out as X as shown to the right. X is determined by the x-height of the X = the space between primary and ingredient logo height lower case a, in the Asurion logo typography. Ingredient Logo Alignment = X aligns flush right to primary logo. The Asurion Ingredient logo should always be flush RIGHT to it s Primary Logo counterpart, as shown to the right.

18 1.14 Ingredient Logo Applications RULES: Ingredient Logo Sizing The Asurion Ingredient logo is X X X intended to support not overpower the Primary brand mark. It functions as a signature, or sign-off element that completes a statement. Ingredient Logo Positioning The Asurion Ingredient logo X X should be scaled to the width of the Primary brand logo typography. In the case of long Primary names, this can be used to the designer s discretion, as shown on the following page examples. Asurion Ingredient logo knocked out of solid color field X

19 1.15 Ingredient Logo Applications Ingredient Logo Application The following show the Asurion Ingredient logo on promotional pieces.

20 2.0 Tagline

21 2.1 The Tagline The Asurion Tagline Our tagline encapsulates the convergence of life and technology in a simple and memorable phrase, pairing two things that haven t been linked until now. The line invents and defines a new category of service, differentiating Asurion and making a confident promise to keep our customers tech-fueled lives operating. life s operating system

22 2.2 Tagline Color & Positioning RULES: Color of Tagline When combined with the full-color logo, the tagline must be in Asurion dark blue. When the logo is used as a one-color black logo, the tagline must appear in 100% black. Tagline Positioning The tagline is nested beneath the logo as shown, neither shorter nor longer than the typographic element itself. Asurion Dark Blue PMS 288C CMYK: 100%, 67%, 0%, 23% RGB: 0%, 75%, 141% HEX: 00337F 100% Black life s operating system life s operating system life s operating system m = X life s operating system X

23 2.3 Incorrect Tagline Usage RULES: Incorrect Tagline Usage Modifications of the tagline can dilute brand impressions, weaken the power of the brand and confuse the consumer. Typical changes to avoid are shown to the right. life s operating system Do not squsih or elongated the typography when used as a brand tagline. life s operating system Do not alter the weight of font when used as a brand tagline. Life s Operating System Do not use initial caps when used as a brand tagline. life s operating system. Do not add a period or punctuation mark when used as a brand tagline. LIFE S OPERATING SYSTEM Do not use all caps when used as a brand tagline. life s operating system Do not substitute a different font when used as a brand tagline. life s operating system Do not use a different color when used as a brand tagline.

24 2.4 Using the Logo & Tagline life s operating system RULES: RULES: THE LOGO ALONE: The Asurion logo is the premier visual exponent of the brand. It is iconic, and stands alone as a clear, formal presentation of the brand essence of Asurion. THE LOGO WITH THE TAGLINE: The tagline adds greater context to the logo in certain external uses such as promotion, advertising, websites, and in other communications reaching out to the consumer.

25 3.0 Color Palette

26 3.1 Color Palette Primary Colors Our primary colors are clean, crisp and classic to ensure longevity. Asurion Dark Gray Blue Asurion Blue PMS 288C CMYK: 100%, 67%, 0%, 23% RGB: 0%, 75%, 141% HEX: 00337F PMS 298C 100% Black 100% White CMYK: 69%, 7%,0%, 0% RGB: 19%, 181%, 234% HEX: 51B5E0

27 3.2 Color Palette Secondary Colors Our secondary colors provide complementary accents to our primaries, underscoring the sense that Asurion lives at the intersection of life and technology. Asurion PMS 376C PMS 139C RHODAMINE Gray RED CMYK: 50%, 0%, 100%, 0% RGB: 141%, 198%, 63% HEX: 7FBA00 CMYK: 0%, 37%, 100%, 23% RGB: 200%, 138%, 18% HEX: AF7505 CMYK: 3%, 89%, 0%, 0% RGB: 230%, 64%, 151% HEX: ED0091 Asurion PMS 429C Gray PMS 410C CMYK: 3%, 0%, 0%, 32% RGB: 176%, 183%, 188% HEX: ADAFAA CMYK: 0%, 18%, 21%, 56% RGB: 136%, 116%, 106% HEX: 7C6D63

28 4.0 Typography

29 4.1 Typography Aa Headline Type Akzidenz-Grotesk Bold AkzidenzGrotesk is a sans serif font similar to Helvetica and Univers, but with subtle proportional and weight changes. Released in 1898, it was the first sans serif typeface to be widely used and is still a popular choice for impact, clarity and legibility more than 100 years later. Aa Headlines & Body Type Chevin Light Chevin is a rounded type family designed with functionality, legibility and elegance in mind. With its open counters and slightly condensed style, Chevin is particularly suited to signage. The font was designed by Nick Cooke of London, who emphasizes consistent character shapes, accurate positioning, precise kerning, for typefaces that combine originality with usability. Aa Sub Headline Type Minion Pro Regular Minion Pro is a serif face inspired by classical, old style typefaces of the late Renaissance, a period of elegant, beautiful, and highly readable type designs. It exhibits the aesthetic and functional qualities that make text type highly readable, yet is also suitable for display settings. The use of Minion Pro balances the san serif faces, providing a pleasing contrast.

30 4.2 Typography Akzidenz-Grotesk Akzidenz-Grotesk is available from Regular abcdefghijlkmnopqrstuvwxyz ABCDEFGHIJLKMNOPQRSTUVWXYZ Chevin Chevin is available from Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Minion Pro Minion Pro Regular is available from Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Bold abcdefghijlkmnopqrstuvwxyz ABCDEFGHIJLKMNOPQRSTUVWXYZ Medium abcdefghijlkmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ When the Asurion name is used in copy or written text, it should be treated with initial caps, using the font choice of the copy block. Do NOT use the logo in substitution for the Asurion name.

31 4.3 Universal Font Substitutions Aa Arial Arial replaces Akzidenz-Grotesk from preferred fonts. Regular abcdefghijlkmnopqrstuvwxyz ABCDEFGHIJLKMNOPQRSTUVWXYZ Aa Georgia Georgia replaces Minion Pro from preferred fonts. Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Bold abcdefghijlkmnopqrstuvwxyz ABCDEFGHIJLKMNOPQRSTUVWXYZ The above fonts are to be used whenever universal font substitutions need to appear, such as powerpoints. These fonts will work well in both PC and Mac applications.

32 4.4 Typography Subhead Copy Akzidenz-Grotesk Life needs an operating system. A Subhead Which Augments the Headline Hsd gkjhdag adlkjherlk gjaslk fdg kjhdagfdfagrg khdaf, bjsadg dfdfg lkjhbdflkj hdfbl jgd dafgkhdfsgleadg. Bdfgjkh dfkagjhk ljhgadf dagjhbr gjadg. Phjsdg jadgs kjsajdafg ljkdfag sdg sadjbgeljljghse, d jb dlfjgdf; fbdjklsdagh dargkhl jrgejk dfh ertlijdf kjsnkjdfsh. Life needs an operating system. A Subhead Which Augments the Headline Hsd gkjhdag adlkjherlk gjaslk fdg kjhdagfdfagrg; khdaf,bjsadg dfdfg lkjhbdflkj hdfbl jgd dafgkhdfsgleadg. Bdfg jkhdfka gjhkljhgadf dagjhbsgjadg.phjsdg jadgs kjssdahjgh adg sdg sadjbgelj ljghse. Subhead Copy Akzidenz-Grotesk Headline Copy Chevin Medium Body Copy Minion Pro Regular Headline Copy Akzidenz-Grotesk Body Copy Chevin Medium

33 Thank You.