McAFEE IDENTITY
4.2 Our logo is one of our most valuable assets. To ensure that it remains a strong representation of our company, we must present it in a consistent and careful manner across all channels of communication. The McAfee logo lock-up is comprised of the M-shield, McAfee logotype, and the descriptor line. Both the M within the M-shield and the logotype are custom letterforms that are unique assets for McAfee. The descriptor line is also a custom typeface created exclusively for Intel. In its entirety, the logo lock-up projects security, confidence, and capability. type PMS 200 C M-shield PMS 200 C and PMS 431 C Descriptor Line PMS 431 C Logo notes: Do not use the M-shield as a separate logo or design element unless specific permission usually due to space constraints or promotional applications has been given by Brand Management (brand@mcafee.com). See the Clear space and minimum size section for more information on space-constrained usage. Localization of the McAfee corporate logo is not permitted. You may use the localized translation of the word McAfee in translated text on boxes or collateral. Whenever possible, align text flush left to the McAfee logotype, not the M-shield. PANTONE is a registered trademark of PANTONE, INC. The colors shown here, and throughout this document, are not intended to match the PANTONE Color Standard. See current edition of the PANTONE Color Formula Guide for accurate color standards.
4.3 Backgrounds The full-color logo with a dimensional M-shield and McAfee Red logotype is our primary logo. It is recommended for most applications and should be used as often as possible to maximize recognition, association, and memorability. Use the primary version on a variety of backgrounds that do not impair its legibility or impact. These backgrounds include white, light gray, silver, and light imagery. When our logo is superimposed on a light-colored image, place it in an area of the image where adequate contrast is provided. Following these guidelines will ensure the visual prominence of our logo against a background color. Primary Logo Preferred white background Primary Logo Light gray background (PANTONE 427 C) Primary Logo* Silver-metallic background PANTONE 877 C Primary Logo Light image * The gradient used is for metallic representation.
4.4 Alternate versions and backgrounds In some instances, the primary logo may not be appropriate given printing limitations or certain design considerations. Therefore, we have defined two alternate versions: reversed and grayscale. The application of each logo should be carefully considered to maintain clarity, legibility, and impact. Reversed For dark backgrounds where the primary logo with the McAfee Red logotype does not provide adequate contrast. Grayscale For select instances where printing limitations restrict color to grayscale. Use the alternate logo versions only on backgrounds that do not impair their legibility or impact. These backgrounds may include McAfee Red, black, white, or dark imagery. When our reversed logo is superimposed on a dark-colored image, place it in an area of the image where adequate contrast is provided. Following these guidelines will ensure the visual prominence of our alternate logos against a particular background. Reversed McAfee Red background Reversed Black background Grayscale White background Reversed Dark image
4.5 Alternate flat versions and backgrounds For specific promotional items such as hats, polos, pens, and folders where the printing of our logo is restricted by the specific nature of the item and the surface on which the logo is being applied, we have created three alternate flat versions: McAfee Red, black, and white. The application of each logo should be carefully considered to maintain clarity, legibility, and impact. The alternate flat logo versions McAfee Red, black, and white are for specific promotional applications where production limitations restrict logo use to those that do not have the dimensional M-shield. Use these logos only on backgrounds that do not impair their legibility or impact. Following these guidelines will ensure the visual prominence of our alternate logos against a particular background. McAfee Red (PANTONE 200 C) White background McAfee Red (PANTONE 200 C) Silver background (PANTONE 877 C) McAfee Red (PANTONE 200 C) Light gray background (PANTONE 427 C) Black White background White Black background
4.6 Clear space and minimum size Clear space is the minimum amount of breathing room maintained around our logo. It should be kept free of graphics, text, and other marks. Clear space also defines the minimum distance from the logo to the edge of a printed piece. Always maintain the clear space around the logo to maximize the impact of the identity. The measurement of the clear space, or X, is always equal to half the size of the M within the logotype. Minimum size refers to the smallest permissible size for the McAfee logo, which is described below. Clear Space The gray boxes surrounding the logo above illustrate the minimum clear space; nothing should encroach on this space. This clear space is based on a unit, X, which is equal to half the height of the M within the logotype. print digital 1/4 inch 30px Minimum Size The Minimum McAfee logo size is 1/4" (6.35mm) in print, 30px in digital context, or 16px without the descriptor line, as determined by the height of the M-shield. M-shield When permission is given for specific items, the M-shield may be used alone in an application. To obtain the correct M-shield artwork, contact brand@mcafee.com. You may use the M-shield alone for extremely small applications where the minimum size logo is not sufficient due to size and/or spatial constraints. The smaller M-shield above represents the smallest permissible size 16px high. Note: when the M-shield is used, it represents McAfee as a company, not a particular product or solution. When used online, the alt tag should read: McAfee, Inc. To obtain M-shield artwork, contact brand@mcafee.com.
4.7 Resizing in Adobe Illustrator The three-dimensional shading of the M-shield has been created with a gradient mesh in Adobe Illustrator. When working with the artwork file in Illustrator, use the Transform palette or Scale tool to size the logo to the desired measurement. Do not scale the logo using the bounding box or the Free Transform tool, as these two methods will compromise the structure of the mesh and alter the smoothness of the gradient. The following examples, demonstrating how to resize the McAfee logo correctly, are screen shots taken from the Adobe Illustrator Preview mode. Correct Incorrect 1 1 2 2 1 Transform palette 2 Scale tool dialogue box 1 Bounding box 2 Free Transform tool Scaled M-shield gradient mesh Correct Scaling Methods Use either the Transform palette or the scale dialogue box (Object > Transform > Scale in the Illustrator menu bar). When using the Transform palette, enter the desired dimensions for the logo, linking the proportions and typing in a number for the height. When using the Scale dialogue box, enter the desired percentage for the logo in the Uniform scaling field. Scaled M-shield gradient mesh (Note the incorrect angular corners.) Incorrect Scaling Methods Do not scale the McAfee logo using the bounding box or the Free Transform tool from the Illustrator tool bar. These methods will cause the mesh gradient to warp, and will degrade the quality of the dimensional shading.
4.8 Resizing in Adobe InDesign The three-dimensional shading of the M-shield has been created with a gradient mesh in Adobe Illustrator. To maintain the appearance of the shading when using logo files in Adobe InDesign, place all files including.eps and.ai files into a document rather than copying and pasting them from Illustrator. The logos can be resized proportionally in InDesign if linked correctly to an Illustrator logo artwork file. The following examples demonstrate both the correct and incorrect methods of using the McAfee logo in InDesign. All the screen shots below have been taken from Adobe InDesign. Correct 1 2 2 Incorrect 1 Scaled logos after having been copied and pasted from Illustrator 1 Accessing the Place command 2 Link palette with highlighted link 3 1 Place icon 2 Resizing the McAfee logo 3 Transform palette Correct Placement into InDesign Always use the Place method (File > Place in the InDesign menu bar) to place the McAfee logo into InDesign. A link to the Illustrator logo file will appear in the Link palette, signifying a correctly placed link. Place all files, including.eps and.ai files, into InDesign using the above method. If the McAfee logo is too large when placed into the InDesign document, it can easily be scaled proportionally using the Shift key and dragging a corner of the bounding box. This method will not distort the mesh gradient. The logo can also be resized by using the Transform palette. To do so, first link the height and width proportions using the link icon then type in the desired height. Incorrect Placement into InDesign Do not copy the logo from Illustrator and paste into InDesign. This method will cause the logo to scale incorrectly, with random, unpredictable shading effects, as demonstrated above.
4.9 Print Production The McAfee logo requires transparency so that the red overprints the PMS 431 gray. During the proofing stage of McAfee print projects, make sure the pre-press department s plate ripping preferences are set to overprint rather than colors trapping to each other. Never alter the McAfee logo files use them as provided Resize the logo as needed, following our guidelines for size requirements Use the 2-color.ai (Adobe Illustrator format ) files, just like.eps files The shield portion of our logo is very complex. In order for the two-color logo to be rendered correctly in PDFs and when printed, the.ai file format must be used when importing the logo into other layout programs like Adobe InDesign. See the correct and incorrect examples below. Adobe Acrobat Reader Preferences Viewers using Acrobat Reader can also check to see if their preferences are setup to view overprint artwork properly. Edit >Preferences >Page Display In Acrobat Reader, go to the Edit pull-down menu and select Preferences In the pop-up window, select Page Display in the Category list to the left In the section labeled Page Content and Information, make sure Always is selected in the field labeled Use OverPrint Preview Then click OK, in order to see the proper colors on screen Correct Incorrect Incorrect Placement into InDesign Note the areas where the colors are not set to overprint and correct your settings when outputting the McAfee logo. In the top example, the gradients in the shield are completely missing. In the second example above, the inner bevel is shown as gray and not the correct red gradient.
4.10 Incorrect use Adhering to these guidelines will ensure that the integrity of the McAfee identity is maintained in all applications and across all channels. Use the approved digital artwork for all versions of the logo, and use good judgment in applying them. The examples shown below demonstrate some scenarios that should be avoided when using the logo. Do not change the color of the logo or M-shield. Do not place the logo on a background color that could inhibit the legibility of either the symbol or logotype. Do not use the logo or M-shield as an image mask. Do not place the logo over a background, image, or texture that might inhibit legibility. Do not separate the M from our M-shield or logo for any reason. Do not move the Intel descriptor line. Do not blur or filter the logo in any way that could detract from its legibility. Do not place the alternate flat logo versions on top of an image. Do not lock up any product titles or icons with the McAfee logo. Do not use the M-shield alone without permission. Do not combine the M-shield with any taglines or titles. Do not use the old McAfee logotype. Do not lock up the logo with other company logos Do not lock up the logo with other company logos
4.11 Logo file formats Many specific artwork files and formats have been developed for the various applications of our logo. These files follow a naming convention that allows you to quickly understand the contents of each file and locate them easily. A file name contains the following information and its elements are separated by underscore lines (excluding file type): identifier, version, type, dimensionality, color, and file format. Digital artwork can be obtained from this internal link http://internal.nai.com/division/marketing/ creative-services/ or from brand@mcafee.com. In the future, artwork also will be available from the external online style guide. Artwork File Names mfe_ Identifier mfe_ McAfee primary_ Version primary_ Primary version alternate_ Alternate version logo_ mfe_primary_logo_4c.eps mfe_primary_logo_2c.ai mfe_primary_logo_rgb.ai mfe_primary_logo_rgb.png mfe_primary_logo_rgb.jpg mfe_primary_logo_rgb.gif mfe_alternate_logo_4c_rev.eps mfe_alternate_logo_2c_rev.ai mfe_alternate_logo_rgb_rev.ai mfe_alternate_logo_rgb_rev.png mfe_alternate_logo_rgb_rev.jpg mfe_alternate_logo_rgb_rev.gif mfe_alternate_logo_gry.eps Type logo_ Logo M-shield_ Shield flat_ Dimensionality flat_ Flat logo (non-dimensional) 2c_ Color 2c_ 4c_ rgb_ rev_ gry_ 200c_ wht_ blk_.eps 2 PANTONE spot colors CMYK (print) RGB (screen) Reversed Grayscale PANTONE 200 C (McAfee Red) White Black File Format.eps CMYK vector file for print apps.ai RGB vector Adobe Illustrator file for print and on- screen apps.png RGB file for on-screen apps (72 dpi).jpg RGB file for on-screen apps (72 dpi).gif RGB file for on-screen apps (72 dpi) mfe_alternate_logo_flat_200c.eps mfe_alternate_logo_flat_rgb_red.ai mfe_alternate_logo_flat_rgb_red.jpg mfe_alternate_logo_flat_black.eps mfe_alternate_logo_flat_rgb_black.ai mfe_alternate_logo_flat_rgb_black.jpg mfe_alternate_logo_flat_white.eps mfe_alternate_logo_flat_rgb_white.ai mfe_alternate_logo_flat_rgb_white.jpg Logo production note: The two-color McAfee logo artwork files both primary and alternate have been created as Adobe Illustrator (.ai) files to ensure accurate representation in PDF files. These Illustrator files will render the logo overprint on screen as it will appear in print.
4.12 and Partner Logos Horizontal format On certain pieces of collateral, such as data sheets and case studies, McAfee presents its relationship to another partner company visually in a specific logo lock-up. The relationship of the two logos and how to create this lock-up with a horizontally proportioned partner logo is described below. Preferred Partner Logo Lock-up Our corporate logo and partner logos are presented side by side, divided by a vertical rule that is PANTONE 431 C. The height of the vertical rule is from the top of the shield to the baseline of the descriptor line. The partner logo should be 75 percent of the cap height of the McAfee logotype M, and should align to the baseline of the McAfee logo. width of vertical rule is 10% of x 1.5 X 1.5 X Measurements The distance between the vertical rule and each logo is 1.5X and the width of the vertical rule is 10% of x. The vertical rule extends visually to the top of the M-shield and the base line of the descriptor line.
4.13 and Partner Logos Vertical / square format On certain pieces of collateral, such as data sheets and case studies, McAfee presents its relationship to another partner company visually in a specific logo lock-up. The relationship of the two logos and how to create this lock-up with a vertical or square proportioned partner logo is described below. Preferred Partner Logo Lock-up Our corporate logo and partner logos are presented side by side, divided by a vertical rule that is PANTONE 431 C. The height of the vertical rule is from the top of the shield to the baseline of the descriptor line. The vertical or square partner logo s height should be the same as the vertical rule. width of vertical rule is 10% of x 1.5 X 1.5 X Measurements The distance between the vertical rule and each logo is 1.5X and the width of the vertical rule is 10% of x. The vertical rule extends visually to the top of the M-shield and the base line of the descriptor line.
4.14 and Partner Logos Clear space and alternate versions Clear space is the minimum amount of breathing room around the logo lock-up. It should be kept free of graphics, text, and other marks. Always maintain the clear space around the lock-up to maximize the clarity of the logo relationship. The clear space guideline applies to the horizontal, vertical and square proportioned partner logos. In some instances, the preferred partner logo lock-up may not be appropriate given printing limitations or design considerations. Therefore, we have defined four alternate versions: reversed, grayscale, black, and white. The application of each logo lock-up should be carefully considered to maintain clarity, legibility, and impact. Preferred Partner Logo Lock-up Clear Space The gray boxes surrounding the logo above illustrate the minimum clear space; nothing should encroach on this space. This clear space is based on a unit, X, which is equal to half the height of the McAfee logotype M. Alternate Partner Logo Lock-up : Reversed Partner Logo and Vertical Rule: White Black background Alternate Partner Logo Lock-up : Grayscale Partner Logo and Vertical Rule: 65% Gray White background Alternate Partner Logo Lock-up : Black Partner Logo and Vertical Rule: Black White background Alternate Partner Logo Lock-up : White Partner Logo and Vertical Rule: White Black background Partner logo lock-up note: Do not create a separate partner logo lock-up that differs from these guidelines.