Symantec Identity Guidelines
Contents The Symantec Identity Guidelines explain how to consistently and effectively apply the most visual elements of the Symantec brand. These elements are designed to convey elegance, simplicity, and sophistication, the hallmarks of the Symantec brand. They re how we project an image consistent with our standing as a leading technology company. Their integrity is vital, and the importance of complying with these guidelines cannot be overstated. For more information, contact: Symantec Corporate Marketing at branding@symantec.com The Symantec Logo 1 Clear Space and Minimum Size 2 Preferred Background Colors 3 Alternate Background Colors 5 Color Palette 6 Design Control 7 Guideline Exceptions 9 Corporate Tagline 11 Typography 13 Copyright 2012 Symantec Corporation. All rights reserved. Symantec and the Symantec logo are trademarks or registered trademarks of Symantec Corporation or its affiliates in the U.S. and other countries. PANTONE is a registered trademark of Pantone, Inc. PowerPoint is a registered trademark of Microsoft Corp.
The Symantec Logo The Symantec logo is the graphic representation of our company and brand. It displays the Symantec symbol and company name in a distinctive and proprietary form. Think of it as the official signature of our activities, products, and services. The Symantec check mark/circle symbol is the most important element of the identity for Symantec and its associated companies, reflecting Symantec s brand reputation of high quality products and services. Because the check mark/circle symbol unifies and strategically links all of our brands, proper and consistent use, as discussed in these Identity Guidelines, is critical in all of its applications, from advertising and packaging to website branding and product promotion. With few exceptions, as noted below, the symbol and name should not be separated. Position, size, and color, along with the spatial and proportional relationships of the signature elements, are predetermined and should never be altered. PRIMARY HORIZONTAL LOCKUP (PREFERRED) The primary horizontal lockup is the preferred format for the Symantec logo. Use the secondary vertical lockup only when the horizontal lockup cannot be accommodated in the space or is inappropriate for the design. Symbol Name On certain occasions, the symbol may be used alone, but only when reviewed and approved by Corporate Marketing. Symantec Logo SECONDARY VERTICAL LOCKUP Symbol Symantec Logo Name 1
Clear Space and Minimum Size Clear Space: Maintaining proper surrounding clear space ensures that the logo isn t crowded by other distracting graphic elements or typography. The minimum acceptable clear space is shown below. Keep all other text and graphic elements outside of this area. Minimum Size: Although it can be reproduced in a variety of sizes, do not reduce the logo smaller than the minimum size shown. Doing so will compromise its legibility and reproduction quality. CLEAR SPACE The gray box illustrates the required minimum clear space surrounding the logo, where x is equal to 1/2 the height of the symbol diameter. The gray box illustrates the required minimum clear space surrounding the logo, where x is equal to 1/3 the height of the symbol diameter. MINIMUM SIZE 27 mm or 76 pixels 15 mm or 42 pixels 2
Preferred Background Colors White, Black, and Gray Always maintain a distinct contrast between the Symantec logo and the color of the background on which it appears. White, black, neutral gray, and Symantec Yellow are the preferred background colors for the Symantec logo. The chart below shows the appropriate version of the logo to be used on white, black, and gray backgrounds. Use the version of the logo with the yellow circle whenever there is sufficient contrast and legibility. For white, black, or gray backgrounds, only use the version of the logo with the yellow circle. Using the proper artwork and choosing the correct background value (10% light or 70% dark) for neutral grays will maximize contrast and ensure the legibility of the logo. Refer to page 4 for use of the logo on a Symantec Yellow background. White Background 4-COLOR PROCESS GRAYSCALE 2-COLOR Black Background Light Gray Background Example Dark Gray Background Example 3
Preferred Background Colors Symantec Yellow When using the Symantec logo on a Symantec Yellow background, use the logo artwork created specifically for this background color. The examples below explain how to select the proper logo artwork for printing on a Symantec Yellow background with transparent inks. Use the appropriate logo artwork provided in JPEG and PNG formats for non-print applications. Refer to page 3 for use of the logo on white, black, and gray backgrounds. 4-COLOR PROCESS 4-Color Symantec Yellow Background The artwork provided as a 4-color logo is to be used only for printing 4-color process with transparent inks. 2-COLOR (PMS) PMS Symantec Yellow Background This artwork, provided as a grayscale logo, is to be used only for printing transparent inks on a solid Symantec Yellow background. Please be aware that the black check mark and Symantec will be knocking out of the background color. 4
Alternate Background Colors The Symantec logo may also appear on any color background so long as there is sufficient contrast between the logo and the background, and the logo elements are not obscured. Place the logo in an area free of clutter or distracting patterns to ensure the legibility of the logo. When using colors other than those in the primary color palette, try to choose neutral light and dark tones for background colors that provide sufficient contrast to the logo. On light backgrounds, use the version of the logo with the check mark and name in black. On dark backgrounds, use the version of the logo with the check mark and name in white. Whenever the logo is placed on a color background, always ensure the center of the symbol is transparent and reveals the background color. For photographic backgrounds, the versions of the logo with the yellow circle are preferred; however, use the version with the white circle when there is insufficient contrast to the yellow. 5
Color Palette Color plays a vital role in the Symantec branding strategy. Consistent use of color contributes a great deal to the successful impression of the Symantec brand on the public mind. Symantec Yellow and Symantec Black are the colors used in the Symantec logo and will appear across all communications as the primary colors to represent the Symantec brand. Tints (screen values) of Symantec Yellow and Black can be used to enhance the use of the primary color palette. When using colors other than those in the primary color palette, choose neutral tones, ensuring that the legibility of the logo or the Symantec brand is not compromised. The accent color palette is just that: an accent. It is meant to complement the primary color palette with minimal use and should not be used for broad areas of color. Using the colors in the accent color palette as backgrounds for the Symantec logo is discouraged. PRIMARY COLOR PALETTE PRINTING ON UNCOATED PAPER When printing transparent inks on paper, the color of the same ink will vary depending on the paper stock. This variation is more extreme between coated and uncoated paper. Symantec Yellow PANTONE 1235C CMYK 0c25m100y0k RGB 253r187g48b HEX #FDBB30 SECONDARY GRAY PALETTE Symantec Black PANTONE Black CMYK 0c0m0y100k RGB 0r0g0b HEX #000000 When custom color matching is not available, use PANTONE 109U when printing on uncoated paper to more closely match the hue of Symantec Yellow. Whenever possible, have a custom ink formulated specifically for the substrate to be used so that it matches PANTONE 1235C. PANTONE 423C CMYK 21c14m14y38k RGB 142r144g143b HEX #8E908F PANTONE Cool Gray 1C CMYK 3c2m4y5k RGB 224r225g221b HEX #E0E1DD Symantec Yellow - Uncoated PANTONE 109U FOR PRINTING ON UNCOATED PAPER ACCENT COLOR PALETTE PANTONE 144C CMYK 0c42m100y0k RGB 233r131g0b HEX #F7941D PANTONE 646C CMYK 73c30m3y5k RGB 84r130g171b HEX #59788F PANTONE 624C CMYK 47c6m28y18k RGB 124r162g149b HEX #7EA294 PANTONE 1665C CMYK 0c82m100y0k RGB 232r73g32b HEX #D84704 PANTONE 484C CMYK 0c95m100y29k RGB 179r35g23b HEX #9C3022 PANTONE 576C CMYK 49c0m100y39k RGB 92r135g39b HEX #587921 6
Design Control The logo files provided are lockups that must be used without alteration. None of the logo elements should be separated from each other, nor should their size relationship or placement in relation to each other be modified. The proper color and configuration of the logo is essential to project a consistent image across a wide variety of communications and media. Adherence to these guidelines will ensure that the logo is used consistently and legibly. Only use the logo files with digital artwork approved by Symantec Corporate Marketing for all applications. Do not alter the color, proportions, or alignments of any of the logo elements. The following examples demonstrate some of the possible abuses of the Symantec logo; all should be avoided. DO NOT separate the symbol check mark from the circle or place it in another object or shape. DO NOT use the symbol alone, unless otherwise authorized by Corporate Marketing. DO NOT alter the proportion of the check mark to the circle. First bullet point Second bullet point Third bullet point DO NOT alter the color of the check mark in the symbol. DO NOT use any of the logo elements to create new artwork. DO NOT use the symbol as bullet points, unless otherwise authorized by Corporate Marketing. 7
Design Control DO NOT change the size relationship between any of the logo elements. DO NOT add text to the logo in violation of the clear space guidelines. The tagline is the only exception. DO NOT place the logo on photographic backgrounds that compromise legibility. DO NOT fill the center of the symbol with anything other than the background color. DO NOT set the type for the name yourself. Always use the approved digital artwork provided, without alterations. DO NOT distort the logo. DO NOT enclose the logo in a shape. DO NOT place the logo on backgrounds that do not provide sufficient contrast, compromising legibility. DO NOT alter the colors of the logo. 8
Job No.: SBD.248 Client: Symantec File Name: SBD.248_AwarenessOOH_Standard_Diorama.indd Title: Date: Pubs: 1-19-2012 3:50 PM Denver / DIA Live: 14.5 x 9.75 Trim: 15.5 x 10.75 Bleed: 15.75 x 11 Mat Close: None 1st Insert: None Version: None Art Director: Vanessa Copywriter: Q Account Mgr: Danielle Print Prod: Cindy Color/BW: 4/C Fonts: Minion Pro (Regular), Symantec Sans (Regular), SymantecSans-Bold (Regular) APPROVALS Studio Manager Art Director Copywriter Creative Director Print Producer Account Mgt. Production Mgt. Proof Reader BY DATE Production: Greg Mortensen/Janis Ceresi File built at 1/4 size Actual size is: Live: 39 h x 58 w Trim: 43 h x 62 w Bleed: 44 h x 63 w READER LASER% None Guideline Exceptions Advertising Periodically, for certain applications (e.g., online banners and out-of-home advertising), the Symantec check mark/circle symbol may appear separate from the other elements of the logo, as long as the prescribed lockup with the Symantec name is shown elsewhere, within the same presentation or in a prominent position. See the examples below. Please contact Corporate Marketing, in advance, if you would like to use the Symantec check mark/circle symbol for other unique applications. ONLINE BANNER ADVERTISEMENT Protecting the world s information. PRODUCTION NOTES STANDARD DIORAMA 3 Please examine these publication materials carefully. Any questions regarding the materials, please contact Erik Welch at (415) 217-2809 9
Guideline Exceptions Animation In animated presentations, the Symantec check mark/ circle symbol may, briefly, appear separate from the other elements of the logo. However, it must always be shown in the prescribed lockup with the Symantec name at the conclusion of the animation (generally, not to exceed 20 seconds). 10
Corporate Tagline Confidence in a connected world. is the corporate tagline for Symantec. It was created based on extensive customer research and is designed to clearly and succinctly communicate who Symantec is. The tagline is used in conjunction with the Symantec logo and cannot be used on its own. Use it as much as possible on your marketing communications so that customers start associating Symantec with Confidence. However, there may be some instances where the tagline does not fit or looks awkward, so please use your discretion when placing the tagline. The more we use the tagline, the faster we help customers understand the value Symantec offers them. ALIGNED TO LEFT (tagline is Symantec Sans Regular, 70% screen of black; C is 1/2 height of S ; -25 tracking) TAGLINE CONVENTIONS Only C is capitalized. align Confidence in a connected world. space = 1/2 height of S You must use a period at the end of the tagline. The tagline should never appear on its own without the Symantec logo. STAGGERED (tagline is Symantec Sans Regular, 70% screen of black; C is 1/2 height of S ; -25 tracking) space = 1/2 height of S To the left are recommendations on how to use the tagline. The tagline text may be smaller or bigger in size than shown here based on the execution and, in some instances, it may be necessary to use the tagline in different ways. This is meant to be a guideline, not an exact rule. Confidence in a connected world. align CENTERED (tagline is Symantec Sans Regular, 70% screen of black; C is 80% height of m ; -25 tracking) space = height of m Confidence in a connected world. center 11
Corporate Tagline On Colored Backgrounds When using the Symantec logo with the corporate tagline, refer to the guidelines for background colors on pages 3 and 4 to select the correct logo artwork. The tagline should be a 70% screen of black when used on a white, Symantec Yellow, or light background. Adjust the value of the tagline when placing it on darker backgrounds so that it is legible but does not detract from the Symantec logo. Confidence in a connected world. Confidence in a connected world. Confidence in a connected world. Confidence in a connected world. 12
Typography Written communications are an essential tool in projecting the Symantec brand, and consistent typography plays a significant role in achieving this goal. With this in mind, we have developed proprietary typefaces that should be used in all external Symantec communications. Our primary corporate typeface is Symantec Sans, a unique and versatile sans serif design suitable for most types of work. Our secondary corporate typeface is Symantec Serif, a contemporary typeface specially designed to complement Symantec Sans. Aa SYMANTEC SANS (PRIMARY TYPEFACE) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 Aa Aa Aa Aa Light/Light Italic Regular/Italic Medium/Medium Italic Bold/Bold Italic SYMANTEC SERIF (SECONDARY TYPEFACE) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 Aa Aa Regular/Italic Bold/Bold Italic 13
Typography The various weights of Symantec Sans make it ideal for a full range of applications such as headlines, subheads, captions, technical specifications, charts, and tables. Symantec Serif is well-suited for text-heavy print publications, such as brochures, fact sheets, and white papers. Ideally, general text, such as correspondence, should be set at 10 point on 13 point leading. Consider using other weights or italics for emphasis and contrast, rather than different sizes of type. Captions and similarly small text should never be set smaller than 6 point. Below this size, legibility becomes compromised. Because the Symantec fonts are proprietary to Symantec and will not display properly when not hosted on a Symantec computer, for PowerPoint presentations, HTML emails, websites, or any other communications that are outside the Symantec network, it is acceptable to use the Calibri font. Use Symantec Sans Bold for emphasis. INCORRECT USAGE Large amounts of text below 12 point on a dark background is hard to read. INCORRECT USAGE Reversed-out Type Use of yellow text of any size on a white background is illegible. Type can be reversed-out (white text on a dark background) only when being used in a headline. Avoid reversing out large amounts of text or text below 14 point. 14