2013 AMD Graphics Products Brand Guidelines NDA REQUIRED

2013 AMD Graphics Products Brand Guidelines NDA REQUIRED

CONTENTS 3 Introduction 4 Role of the brand 5 Evolution of the brand 6 Badge guidance Color requirements Layout requirements Incorrect usage 11 AMD graphics products badges & stickers Nomenclature guidance 12 AMD graphics technologies badges Technologies badges Nomenclature guidance 15 AMD Radeon TM R9 and R7 Series brand overview and logotypes 16 Co-branding The information presented in this document is for informational purposes only and may contain technical inaccuracies, omissions and typographical errors. The information contained herein is subject to change and may be rendered inaccurate for many reasons, including but not limited to product and roadmap changes, component and motherboard version changes, new model and/or product releases, product differences between differing manufacturers, software changes, BIOS flashes, firmware upgrades, or the like. AMD assumes no obligation to update or otherwise correct or revise this information. However, AMD reserves the right to revise this information and to make changes from time to time to the content hereof without obligation of AMD to notify any person of such revisions or changes. AMD MAKES NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE CONTENTS HEREOF AND ASSUMES NO RESPONSIBILITY FOR ANY INACCURACIES, ERRORS OR OMISSIONS THAT MAY APPEAR IN THIS INFORMATION. AMD SPECIFICALLY DISCLAIMS ANY IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR ANY PARTICULAR PURPOSE. IN NO EVENT WILL AMD BE LIABLE TO ANY PERSON FOR ANY DIRECT, INDIRECT, SPECIAL OR OTHER CONSEQUENTIAL DAMAGES ARISING FROM THE USE OF ANY INFORMATION CONTAINED HEREIN, EVEN IF AMD IS EPRESSLY ADVISED OF THE POSSIBILITY OF SUCH DAMAGES. The contents of this document are the property and confidential information of Advanced Micro Devices, Inc., and are subject to the terms of your non-disclosure agreement with AMD. If for any reason you do not have a non-disclosure agreement with AMD, you agree to protect the contents of this document by using the same degree of care, but no less than a reasonable degree of care, to prevent the unauthorized use, dissemination, or disclosure of it as you use to protect your own confidential information. PID# 53107B 2013 AMD GRAPHICS PRODUCTS BRAND GUIDELINES 2

INTRODUCTION This document is designed to help AMD s partners and customers market the benefits of AMD Radeon graphics products and related technologies brand. Here, you will find guidelines regarding usage of all brand assets: product badges, technology badges, nomenclature and messages that convey appropriate product features and benefits. 2013 AMD GRAPHICS PRODUCTS BRAND GUIDELINES 3

ROLE OF THE BRAND AMD visual identity elements begin with, and in many cases flow from, our corporate logo. The AMD logo and arrows, in turn, echo the AMD brand and help communicate the AMD brand experience to the audience. The AMD corporate logo is naturally the primary branding element, and should be present on all products, programs, event items, and other materials. The AMD corporate brand and logo will serve as an umbrella, with sub-brands benefiting from a halo effect. Role of the product brand and sub-brand badge The role of a product brand and sub-brand badge is vital, yet simple: > Help customers both consumer and commercial navigate our product lines throughout their purchase cycle > Communicate the AMD value proposition clearly > Ensure that customers understand AMD s differentiation, and enable partners to differentiate AMD-based products positively > Consistently and efficiently amplify the AMD brand Evolved product brands and badges AMD s new product and sub-brand badge represent more than just a simple update. They demonstrate a significant advancement and evolution for AMD. This new approach enables AMD to have uniform and consistent branding: > Across all product and segments > Over time, building equity in our branded assets > That drives greater ROI for AMD and our industry partners Example of AMD Product Badge: Bold, strong AMD logo Arrow breaking out of the box to demonstrate momentum of the brand Alpha numeric system is simplified and more logical Intentional use of different colors and patterns to reinforce product tier segmentation Language descriptions such as Elite and Essential help customers understand tiers 2013 AMD GRAPHICS PRODUCTS BRAND GUIDELINES 4

EVOLUTION OF THE BRAND Celebrating AMD product brands Our redesigned product badges embrace our legacy of silicon innovation making high performance available to all. Our customers, both commercial and consumer, have confirmed that: > The new designs are refreshing and express a high-tech look and feel > Graphical elements are dynamic and contemporary > Shapes are innovative and dynamic > The red color communicates vitality > AMD and individual products stand out, showing clear differentiation Key communications Our product and sub-brand badges aim to communicate that AMD products are > Empowering people to push the boundaries of what is possible > Powering millions of PCs, gaming systems, digital devices and cloud servers > Easy to understand > Accelerating and enhancing applications > Delivering outstanding value Customer perspectives Just by looking at this, it seems like a better brand. It s catchier, whereas the previous logo is bland. ~ CONSUMER, CHICAGO The new design shows movement. It shows it s a family, and the graphics are superior. It s head and shoulders above the new one compared to the old. ~ COMMERCIAL, CHICAGO The new logos are more fashionable and advanced; they have more sense of science and technology. ~ COMMERCIAL, BEIJING 2013 AMD GRAPHICS PRODUCTS BRAND GUIDELINES 5

BADGE GUIDANCE The following information addresses the correct treatment of the AMD graphics product badges for use in advertising, technical communications, marketing collateral and other printed, Web or visual materials. The AMD graphics product badges may only be used in connection with the promotion of the corresponding graphics products and not for other goods and/ or services. Do not modify or re-create the AMD graphics product badges under any circumstances. Always use the artwork provided by the AMD Digital Asset Management portal (ADAM) at www.amd.com/adam. Product badge over a color background If you have any comments or questions about these guidelines, please contact the brand team at brand.team@amd.com. Product badge over photography 2013 AMD GRAPHICS PRODUCTS BRAND GUIDELINES 6

BADGE GUIDANCE: Color Requirements The AMD graphics products identities and technology badges consist of a red (solid or gradient), a black gradient background and with red or white/ reversed type. The color diagram to the right identifies the colors utilized in each type of badge. Only four badges are shown here for illustrative purposes. These color requirements should apply to all product and technology badges. AMD Red Gradient White AMD Black Gradient AMD Red Gradient White AMD Black Gradient Provided below is a color breakdown that will assist in the correct output and color reproduction of digital files which feature AMD graphics product and technology badges. CMYK Red = C: 0 M: 100 Y: 100 K: 0 (gradient) Black = K: 100 (gradient) White AMD Red AMD Black Gradient Black AMD Red AMD Black Gradient SPOT COLOR* Red = Pantone 185 Black = Black (gradient) RGB Red = R: 255 G: 0 B: 0 (linear gradient) Black = R: 0 G: 0 B: 0 (linear gradient) Available file formats PROCESS (CMYK) version for 4C printing RGB version for online or PPT use GRAYSCALE version for one-color printing SPOT-COLOR version for specialized printing File naming conventions key Product ID # Product or Software Size L = Large S = Small Media (E = Electronic, P = Print) 12345B_AMD_A8_S_E_RGB.png File Format Color 4C = Process RGB = On screen Gs = Grayscale Sp=Spot * The colors shown on this page and throughout these guidelines have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE color standards. Consult current PANTONE publications for accurate color. All logos are available for download on AMD s digital asset management portal (ADAM) www.amd.com/adam. 2013 AMD GRAPHICS PRODUCTS BRAND GUIDELINES 7

BADGE GUIDANCE: Layout Requirements Clear space AMD graphics product identities and technology badges are most effective when surrounded by as much clear space as possible. Clear space is defined as an area that is completely free of other objects or elements. A minimum area demonstrated in the diagram to the right must surround the identity in all situations.. Please note: These clear space requirements are standard for all AMD graphics products identities. Clear space requirement Minimum Size APPLICATION MINIMUM SIZE Newspaper applications 1 (26mm) wide Print applications Electronic applications Notebook bezels 0.75 (19.05mm) wide 88 pixels wide 0.6504 (16.520mm) wide Out of home media (above 300in 2 or 1900cm 2 ) Broadcast 3% of total area width should be at least 15% of the height of the screen s safe area Clear space requirement 1 inch (26mm) 0.75 inches (19.05mm) 88 pixels Minimum size requirement for newspaper, circulars or other lesser-quality print methods Minimum size requirement for high-quality printing Minimum size requirement for electronic applications 2013 AMD GRAPHICS PRODUCTS BRAND GUIDELINES 8

BADGE GUIDANCE: Incorrect Usage REVISED DO NOT distort a badge in any way DO NOT create other versions of a badge DO NOT create spot-color versions of a badge DO NOT add elements to a badge DO NOT alter the color of a badge FEATURING FEATURING AMD Crossfire AMD Crossfire TECHNOLOGY DO NOT position the badge over a busy TECHNOLOGY or inappropriate area of a photographic background FEATURING AMD Eyefinity MULTI-DISPLAY TECHNOLOGY FEATURING AMD Eyefinity MULT I-DISPLAY TECHNOLOGY AMD Ready AMD Validated AMD Validated AMD Certified 2013 AMD GRAPHICS PRODUCTS BRAND GUIDELINES 9

BADGE GUIDANCE: Extensions & Technology Badges Product extension modifiers or side cars and technology badges may be used when the AMD graphics product integrated by the OEM is either : > Featuring an AMD A-Series APU with AMD Radeon graphics or OEMs featuring AMD Radeon Dual Graphics. The modifier enhances the value proposition and highlights the additional graphic performance to end customers. The use of these must be consistent with the system configuration. > The AMD Radeon graphics product badges can be enhanced with a modifier to highlight the specific AMD value proposition and support the overall commercial tonality of the branding and marketing of the system. Height of product badge and extension modifier must be equal Modifier is always placed adjacent and to right of product badge size of product and technology badge must be equal Technology badge is always placed adjacent and to right of product badge Radeon Graphics Modifier 53062B Radeon Dual Graphics Modifier 52963B Do not combine 2 extension modifiers with 1 single stand alone product badge 2013 AMD GRAPHICS PRODUCTS BRAND GUIDELINES 1 0

AMD GRAPHICS PRODUCTS BADGES: AMD Radeon TM Graphics, AMD Radeon TM Memory, AMD Firepro TM Badges and Stickers Radeon Family 52918B Radeon Sky 53361B Radeon Ram Disk 53277B Radeon Solid State Drive 53279B FirePro TM Technology 53425B Gaming Evolved 53201B Radeon Memory 53278B Radeon Memory Performance Series 53275B Radeon Memory Gamer Series 53276B Radeon Memory Entertainment Series 53274B Radeon Memory Value Series 53273B Radeon Dual Graphics Sidecar/Modifier 52963B Radeon Graphics Sidecar/Modifier 53062B Radeon R7 Series 53877A Radeon R9 Series 53878A AMD Radeon Graphics Stickers: Usage on graphics technology visual treatments are available in the AMD Graphics Technology Sticker Guidelines: PID 49372A Notebook: Radeon Graphics logo PID 49373A Desktop: Radeon Graphics logo PID 49374A Notebook: Radeon Graphics logo and Model Numbers PID 49375A Notebook: Radeon Graphics logo and VRAM PID 49376A Notebook: Radeon Graphics logo and Direct 11 PID 49377A Notebook: Radeon Graphics logo and Direct 11 AMD Graphics Technology Sticker Guidelines can be found on the AMD Digital Asset Management System (ADAM) at www.amd.com/adam. 2013 AMD GRAPHICS PRODUCTS BRAND GUIDELINES 1 1

AMD GRAPHICS TECHNOLOGIES BADGE GUIDANCE All AMD Graphics technologies should be preceded with AMD as the corporate brand and followed by the technology brand except where illustrated below e.g. GCN Architecture. Trademarked AMD Radeon graphics technologies with correct branding: > AMD CrossFire technology (formerly known as AMD CrossFire technology) > AMD Catalyst software > AMD Catalyst Control Center > AMD GP technology > AMD PowerPlay technology > Vari-Bright technology > AMD Radeon Dual Graphics technology The technology descriptor may be dropped from these technologies, provided the full brand is spelled out elsewhere on the page/box/etc. NOTE: These brands must be written exactly as shown. Never capitalize the t in technology, and notice that some technologies require a trademark, some do not. Where applicable, text references to AMD Graphics technologies can be placed on PC boot-up screens and retail packaging, as well as on advertising, technical communications, marketing collateral, and other printed, Web, or visual materials. When a text treatment is used, the technology name may be typeset in the typeface Blender Heavy. Non-trademarked AMD Radeon graphics technologies with correct branding: > AMD TrueAudio technology > AMD Eyefinity technology > AMD App Acceleration > AMD PowerTune technology > AMD HD3D technology > AMD Enduro technology > AMD ZeroCore Power technology > GCN Architecture 2013 AMD GRAPHICS PRODUCTS BRAND GUIDELINES 1 2

NOMENCLATURE GUIDANCE Use of AMD Radeon graphics, without a product reference, in text The full name, AMD Radeon graphics must be used in every reference. Note the placement of the symbol. R Correct AMD Radeon graphics (for AMD and non-amd based systems) R Correct Radeon graphics (optional for non-amd based systems) R Correct AMD Radeon 200 Series graphics R Correct AMD Radeon 200 Series T Incorrect AMD Radeon Premium graphics T Incorrect AMD Radeon R 200 Series graphics T Incorrect AMD RADEON GRAPHICS R Correct AMD Radeon R9 Series R Correct AMD Radeon R9 200 Series graphics R Correct AMD Radeon R9 & R7 Series graphics R Correct AMD Radeon R9 & R7 200 Series graphics R Correct AMD Radeon R9 290 & R9 290 graphics T Incorrect AMD R9 graphics T Incorrect AMD Radeon R Series graphics T Incorrect AMD Radeon R 200 Series graphics T Incorrect AMD Radeon R9200 Series graphics T Incorrect AMD Radeon R9-200 Series graphics Use of AMD Radeon graphics product names/model numbers in text AMD Radeon graphics product names must include AMD Radeon, the applicable Series (e.g. R9) and the complete ASIC identifier. All upper case/caps is accepted as an option for use and/or design consistency (e.g. AMD RADEON R9 290). Note the placement of the symbol. R Correct AMD Radeon R9 290 graphics R Correct AMD Radeon R9 290 R Correct AMD RADEON R9 290 T Incorrect AMD Radeon 290 T Incorrect AMD Radeon R9290 T Incorrect AMD Radeon R9-290 R Correct AMD Radeon R9 290 graphics R Correct AMD Radeon R9 290 R Correct AMD RADEON R9 290 T Incorrect AMD Radeon 290 T Incorrect AMD Radeon R9290 T Incorrect AMD Radeon R9-290 Notebook Discrete Graphics Branding Guidance AMD Radeon graphics notebook discrete graphics product names must include AMD Radeon, the applicable Series (e.g. R9), the M prefix denoting mobile and the complete ASIC identifier (e.g. AMD Radeon R9 M290). Please note, all other AMD Radeon(tm) graphics nomenclature guidance are also applicable to Notebook Discrete AMD Radeon(tm) graphics. Use of AMD Radeon memory, AMD Radeon RamDisk, AMD Radeon solid state Drive AMD Radeon memory > In headings, titles or any prominent place AMD Radeon Memory can be used > In sentence memory should be lower case for example: AMD Radeon memory is the latest product to be added to AMD > The AMD Radeon memory can be used both for: for graphics memory or for system memory for example: Family name: AMD Radeon Memory Performance Series Product Names within the series: - AMD Radeon RP1333 - AMD Radeon RP1600 - AMD Radeon RP1866 AMD Radeon RamDisk In headings, titles or any prominent place AMD Radeon RAMDisk can be used in sentences disk should be in lower case for example: AMD Radeon RAMdisk is the software R Correct: AMD Radeon RAMDisk R Correct: Radeon RAMDisk T Incorrect: RAMDISK T Incorrect: Radeon RAMDISK AMD Radeon solid state Drive In headings, titles or any prominent place AMD Radeon Solid State Drive can be used in sentences solid state drive should be in lower case for example: AMD Radeon solid state drive is a branding version of flash drives. R Correct: AMD Radeon Solid State Drive R Correct: Radeon Solid State Drive T Incorrect: Radeon SSDs T Incorrect: Radeon SOLID STATE DRIVE 2013 AMD GRAPHICS PRODUCTS BRAND GUIDELINES 1 3

AMD GRAPHICS TECHNOLOGIES BADGES Body copy Radeon Crossfire Technology 53503B Radeon Dual Graphics Technology 53508B Radeon Eyefinity Technology 53427B PowerTune Technology 53506B ZeroCore Power Technology 53507B AMD App Acceleration Technology 53467B AMD HD 3D Technology 53505B GCN Architecture Technology 53474B Radeon Catalyst Software 53504B TrueAudio Technology 53890A Enduro Technology 53475B 2013 AMD GRAPHICS PRODUCTS BRAND GUIDELINES 1 4

R7 SERIES TM TM R7 SERIES TM TM R7 SERIES TM TM AMD RADEONTMR9 AND R7 SERIES BRAND OVERVIEW AND LOGOTYPES NAME AND PRODUCT NAME USAGE AMD is introducing a new model number branding scheme to our products and there are a few NEW elements to note the new branding. R-SERIES LOGOTYPE Graphics Brand Series Model # This new branding simplifies GPU selection to: > Showcase the new AMD Radeon Brand best in class graphics in each every segment > Make it easier to select GPU based on customer requirements > Be simple to read with a consistent approach across AMD graphics products > Much less reliant on the Generation > Longer-term investment in consistent Series (e.g. AMD Radeon TM R9 & R7 Series) R-SERIES STACKED R7 AND R9 SERIES LOGOTYPES Generation Performance Ranking within Series New model number scheme introduces suffix in model numbers e.g. AMD Radeon HD 290 Graphics. Strategic implementation of denotes higher performance. The available AMD Radeon series are: R9, R7 and R5. Radeon R7 240 Technology 53888A (logotype & stacked versions) R7 SERIES Radeon R7 250 Technology 53887A (logotype & stacked versions) R7 SERIES Radeon R7 260 Technology 53899A (logotype & stacked versions) R7 SERIES If you have any comments or questions about these guidelines, please contact the brand team at brand.team@amd.com Radeon R9 270 Technology 53898A (logotype & stacked versions) Radeon R9 270 Technology 53897A (logotype & stacked versions) Radeon R9 280 Technology 53886A (logotype & stacked versions) Radeon R9 290 Technology 53901 A (logotype & stacked versions) Radeon R9 290 Technology 53900A (logotype & stacked versions) 2013 AMD GRAPHICS PRODUCTS BRAND GUIDELINES 1 5

diam, sum hicia verferia corest, veliberum laut quae aut quame vellant orporep udaeper untiunt, ut aceaqui conectiur, aligenistrum ipsum ea ad que doluptibus nosam corum, quis adis maxim CO-BRANDING When AMD and one of its industry partners join forces in a corporate initiative, campaign, announcement, or event where each entity is equally valuable to the endeavor, we refer to this as a joint effort. In these 50:50 relationships the AMD product badge and the industry partner s logo should share equal visual prominence and be locked up side-by-side using a vertical dividing rule, as shown on this page. Be sure to allow adequate clear space to ensure proper separation from other logos, copy, visual graphics and the edges of the piece. If the industry partner has guidelines for proper use of its logo, clear space, placement, etc., it is important to adhere to them as closely as possible while also ensuring an appropriate visual balance between the industry partner s logo and the AMD graphics product badge. expelen imaximus ate et quatus, nistio temolli buscit laceriorem nsecessitem quat. Vit, ut quibusdae nectibus, vent essinctur. Nonsece pro eossitiissus sequam sitem ab im aut auda con rehendi disin recus dentia quam fuga. Non pore quas aute molendestiat doluptamus, natem videreperrum sinciis inullorro desequatur repudae peliquam et qui autem atio occupta tempori orionse venit inctet offic tem ullam fugitia dolessum, omnimpore aut prenempos ex et aperit volupis dolumqui accus dolo dit alitis cus moluptas a nonsequas. Ebit, quis et quiaescimus am, aut quo ins alit omnis exem explande peligentiis rerferovid quam et aces ma que nem ut et alit. quideliqui volori blaborionsed maximaio et aped esciis est hilique to omnimil event ad moluptatur? Quibusda corum rest inci omnimet et es volorem ut et etur? YZ For more information, please refer to the AMD Co-marketing guidelines document (PID 53108A) available from the AMD brand team, your AMD marketing representative, or by downloading from adam.amd.com. Note that all joint logo designs require prior approval from the AMD brand team at brand.team@amd.com. 2013 AMD GRAPHICS PRODUCTS BRAND GUIDELINES 1 6