BRAND + STYLE GUIDELINES

Transcription

1 BRAND + STYLE GUIDELINES

2 the thawte brand Thawte is a globally recognized certificate authority that has been delivering comprehensive trusted services for more than a decade. We enable businesses and individuals to communicate and transact securely, by verifying and authenticating their identity. Since 1995, Thawte has issued more than 620,000 SSL Certificates in over 190 different countries. In fact, Thawte was the first certificate authority to offer public SSL Certificates outside of the United States. The Thawte brand is a collective expression of the company s vision, values, technology, people, and partnerships. By effectively and consistently delivering the brand message, Thawte will be able to influence how a prospect, customer, and the industry view our company. To be effective, branding must set our company apart from the competition, specifically by conveying Thawte SSL solutions as full-featured, comprehensive, internationally focused, and modestly priced. BE CONSISTENT Everything we do has the potential to build the Thawte brand. If we are committed to being consistent, we will consistently build the brand. In order to be consistent, you will need to understand and follow these guidelines consistently and effectively. If vendors, partners, or Thawte employees use our brand incorrectly, it exposes Thawte to serious and costly legal risks preventing Thawte from being able to take strong legal action against any parties that might try to undermine our brand. Your strict adherence to these guidelines will support our business needs and will assist legal efforts to protect the Thawte brand.

3 PMS 193 PMS 8321 PMS 295 COOL GRAY 5 thawte color palette R 195 G 195 B 195 R 0 G 70 B 125 R 165 G 185 B 160 R 210 G 20 B 60 To create an even stronger, more consistent, memorable brand identity, Thawte has created these guidelines around the color palette. This combination of gray, blue, green, red, and gray gradients will help you develop compelling communications pieces that are easily associated with our brand and help us stand apart from the competition. The entire palette consists of gray, blue, green, and red. Please use only the brand colors shown here. PROPORTIONAL USE To maintain consistency and keep the brand strong, please use the brand colors in the following proportions: 55% GRAY As the anchor, gray is the dominant color in all executions and will be used more than any other color in the palette. No other color should be used even half as frequently. Gray is contemporary, neutral, global, and is extremely complementary with other colors. 25% BLUE Blue is the sidekick color to gray. The kid brother. The little buddy. It is meant to be used in a featuring role and should never be used in a dominant one. Blue is a sturdy, calming color. Tasteful use of this color can add variety to executions. 15% GREEN Tasteful use of green will lend variety to layouts. 5% RED Because red is such a strong, powerful color, it is used as an accent. Red provides a great way to call attention to headlines, logos, calls to action, or other important information on the page and should be used sparingly. The less it s used, the more power and presence you allow it to have. 2

4 thawte master brand logo A master brand is the umbrella image associated with a company. Our master brand includes the logo the red circle t along with thawte. The red circle t and Thawte should never be separated. Our master brand logo has become an important and valuable asset and is trusted by millions of users around the globe. 1. FULL COLOR PMS 295: blue PMS 193: red Cool Gray 5 This version should be used whenever possible. The Thawte master brand logo is our most valuable brand asset and should always be treated accordingly. The logo should never be modified. Please adhere strictly to the rules for color usage as outlined here. 2. BLACK AND WHITE This version should only be used when color is not an option. 3

5 x x x x x thawte master brand logo CLEAR SPACE AND MINIMUM SIZE REQUIREMENTS The Thawte master brand logo requires a clear space equal to X around all sides of the logo, where X equals the height of the red t. 2. The clear space is measured from the leftmost and rightmost edges, as well as the highest and lowest points of the red circle. 3. The Thawte master brand logo should measure a minimum of 7/8 of an inch (0.875 of an inch) from the leftmost edge to the rightmost edge. Providing clear space around the Thawte master brand logo ensures that it will have a dominant presence within your layout. 4

6 6.7.8: thawte master brand logo USAGE DON TS: 1. Do not change the colors or font weights within the Thawte master brand logo. 2. Do not reverse out color of the Thawte master brand logo. 3. Do not place the Thawte master brand logo on a patterned background. 4. Avoid placing the Thawte master brand logo on an image. 5. Do not alter the shape or size of the Thawte master brand logo or its components. 6. Give it a good effort to never use the master brand logo in an inverted, upside-down format. 7. Do not use drop shadows, glows, 3D, or other effects on the Thawte master brand logo. 8. Never separate the circle t from the rest of the master brand logo, or use it alone. 9. Never call the master brand by any other name, including colonel, mister, or king brand. 10. Do not remove the from thawte. 11. Never dress up the Thawte master brand logo to look like an 80s hair band member. 12. Never let the Thawte logo feel caged in, literally, figuratively, or emotionally. 5

7 thawte photography The Thawte photography style is the strongest, most emotional part of our brand. 6

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9 USAGE DON TS: ADVICE WE CAN ALL TAKE TO HEART 1. Supporting brand elements may not be converted to black and white. 2. Do not alter the treatment of the approved Thawte photography images. 3. Thawte photography images should never crop any part of the subject s head. thawte photography OVERVIEW Photography is the most important element of the Thawte brand. Proper photography usage allows consumers to better connect with and identify the Thawte brand. In addition, strictly adhering to photography styles and usage will help keep a consistent brand look across all executions setting us apart from competitors. The Thawte photography style was created to reflect Thawte s unique position and opportunity in the SSL market. It is an approachable, friendly, real, human photography style showing personality and individuality. It does not show devices or computers. The poses are natural, 8 and the expressions candid. It is global, confident, and practical. Each image has a signature treatment, color correction, contrast, subject halo, and background. is allowed in any execution or communication. Do not try to re-create the Thawte photography style. COLOR TREATMENT USAGE There are three ways to use the Thawte photography. First, use a single image in a large and bold way. Second, use a series of at least four images next to each other, either vertically or horizontally. Third, use a single image to fill 90% of the canvas and combine it with a series of images on one side. Only use the approved Thawte photography. No other photography Each image has been treated with a signature color correction. Do not adjust the colors or the background colors. OWNERSHIP AND LICENSING Copyrights to any image used must be owned or licensed by Thawte. Do not use images that are not in the Thawte image library or that are owned by another individual or company.

10 thawte typography FONTS Arial Regular Arial Italic Arial Bold Arial Bold Italic Arial is the only acceptable Thawte typeface. It is a popular sans-serif typeface that is packaged with many different operating systems and software applications. Because of its easy readability, Arial works well in nearly any environment. HEADLINES Headlines should only be set in Arial Bold and should only be set in gray. When choosing point size, keep in mind the overall weight of the headline. SUBHEADS Subheads, as illustrated above, should be all caps, in red (PMS 193). Be sure to choose a point size that allows the headline to be most dominant, but that is more attention grabbing than the body copy. BODY COPY Short blocks of copy or advertising copy should be set in Arial Regular. Using the lighter or heavier weights could decrease legibility. When organizing large amounts of typography, it is important to be able to guide the reader s eye through the information. The use of different weights is a sophisticated, yet practical way to create this information pathway. To ensure clarity and readability, dark gray (85% black) should be the primary font color for all long form and Web copy. 9

11 thawte in headlines THAWTE IN SUBHEADS Thawte in body copy thawte typography USING THAWTE IN COPY In headlines: Thawte should be all lowercase, using the same font, weight, and point size as the rest of the headline. In subheads: Thawte should be all caps, using the same font, weight, and point size as the rest of the subhead. In body copy: The T in Thawte should be capped, using the same font, weight, and point size as the rest of the body copy. 10

12 arial abcdefghijklmnopqrstuvwxyz =[]\;,./ _+{} : <>? abcdefghijk lmnopqrstu vwxyz ABC DEFGHIJKL MNOPQRS

13 charts and graphs Chart and graphs should use colors from the approved color palette and reflect the overall brand identity. All charts and graphs must be approved by the Thawte global brand manager and Legal teams. transaction features TRANSACTION LINK TRANSACTION PRO transaction processing accept credit cards, debit cards, and checks accept purchase card levels ii and iii process offline transactions customer stays on merchant s site for transaction customer directed to secure VeriSign-hosted order form 12

14 additional resources Thawte Partner Logo Mark Guidelines The Thawte Partner Logo Mark Guidelines offer detailed information and clear usage of the Thawte partner logo mark. The Thawte Partner Logo Mark Guidelines also outline the proper usage of the logo mark, allowing you to effectively leverage Thawte brand recognition. CONTACT US For more information about the Thawte Brand and Style Guidelines, contact your Thawte sales representative. For internal questions, please contact the Global Brand Management team at 2009 Thawte, Inc. All rights reserved. Thawte; the Thawte logo; Thawte, t design, and it s a trust thing; and other trademarks, service marks, and designs are registered or unregistered trademarks of Thawte, Inc., and its subsidiaries and affiliates in the United States and in foreign countries. All other trademarks are property of their respective owners. 13