COMCAST Business Class THIRD-PARTY BRAND Guidelines Version 1.1 July 2, 2012
Contents 1 Using the third-party brand guidelines 2 Third-party logos 3 Clearspace and minimum size 4 Third-party logo color 5 Comcast Business Class brand elements overview 6 Color palette 7 Typography 8 Can I use the brand elements? 9 Comcast Business Class branded applications 10 Third-party partner branded applications 11 Incorrect eamples 12 How can we help?
1 Using the third-party brand guidelines We have co-branded relationships with a variety of partners. This allows Comcast to enhance its product offerings and provide eciting and innovative solutions for our customers. These guidelines have been designed to help leverage opportunities of your brand while protecting the Comcast brand. It is essential that all third-party relationship situations use the Comcast Business Class third-party logos correctly and support our positioning/brand attributes while elevating the perceptions of both Comcast Business Class and its partners. Following the guidelines will help differentiate both your brand and Comcast in a highly competitive market and create preference in the hearts and minds of our audiences. We thank you for your support.
2 Third-party logos There are five different Comcast Business Class logos dedicated for third-party use. It is important to understand the rules governing each, in order to incorporate the correct Comcast Business Class third-party logo. To be used when Comcast Business Class provides the technology for a third-party offering Comcast Business Class is positioned as a high-visibility ingredient brand The logo is being used in communications promoting third-party technology that is compatible with Comcast Business Class branded products or services, but is not a Comcast Business Class product or service Powered by is most often used for locations with Comcast Internet or Data like data centers, shared office environments, etc. Comcast Business Class services are sold by either a retailer or etailer (online retailer) under the Business Class brand Comcast Business Class is being represented and services are sold by a third-party sales team Comcast Business Class services are sold by a Master Agent, Sub-Agent, or Direct Agent under the Business Class brand Comcast Business Class services are referred only (not sold) by a referring company
3 Clearspace and minimum size The Comcast Business Class third-party logos are specially designed to cater to the different needs of third-party companies. The logos represent the promise of high-quality technology and service associated with Comcast. Proportions The Powered by Comcast Business Class logo has a set proportion. Never alter these proportions or attempt to recreate the artwork. 1/2 4/5 The logos comprises three elements: The arc, the Comcast logotype, the Business Class name and the type of endorsement. These elements should never be applied separately or rearranged. The logo must always appear with a registration mark:. Never alter the provided electronic format or use the arc in Comcast as a standalone symbol. Clearspace Clearspace represents the logo s parking spot. The eample shown at right represents the minimum clearspace. (Clearspace represented by equals the height of the m in Comcast.) Minimum size To ensure legibility, all Comcast Business Class third-party logos should never be smaller than 3/4 measured from the left edge of the crescent to the right edge of the horizontal stroke on the t. 3/4" 3/4"
4 Third-party logo color A full color version is available for the Powered by Comcast Business third-party logo. Using the full color logo on a white background when possible increases our logo s visual impact. The preferred Comcast third-party endorsement logo is the black logo on a light background. In cases where the background is dark, use the horizontal full-color reversed logo. The logo must never be altered, modified or recreated. Any attempt to modify or alter our logo is a direct violation of our brand standards. For the greatest clarity and legibility, always maintain a strong contrast between the logo and the background. Note: The color bar shown is used to illustrate the logo on a color background; it is not a color bar. Note: To access your appropriate logo, please contact your local Business Class Sales Representative, Partner Manager, or the marketing contact for your program. Full-color logo (Powered by Comcast Business Class only) Use the Powered by Comcast Business Class full color logo when possible on white and very light color backgrounds. One-color logo black Use the third-party all-black logo version on light backgrounds One-color logo white Use the third-party all-white logo version on dark backgrounds.
5 Comcast Business Class brand elements overview The Comcast Business Class visual system includes a kit of design elements that, when used effectively, create a unique look and feel for our brand in the marketplace. Note: The Comcast Business Class Authorized Retailer is the only third-party logo allowed to use the Business Class brand elements. Color Typography Imagery Graphic elements Tone of voice WRITE Headlines in all caps helvetica bold condensed oblique. Write body copy in Helvetica Neue is our font for all printed communications. Helvetica Neue is a highly functional typeface that comes in a full range of tet weights. HIGH-SPEED INTERNET ACCELERATE YOUR BUSINESS OBJECTIVES. with Internet at just $59 95 /mo. BUSINESS CAN T WAIT for cost-effective Internet and outstanding Voice solutions.
6 Color palette The Comcast Business Class brand is bold and confident. We are a creative, innovative and professional company. Primary Primary and secondary colors Blue is our primary color, signaling innovation, trust and stability. It is used for our logo, subheads, call-to-action background and charts. Use black and dark gray to complement the primary blue color throughout (e.g., copy, navigation headers, subheads, charts). Accent colors Bolder accent colors support our primary blue. Use yellow discretely to highlight a price point and as a call-to-action. Or use red to highlight a price point on printed communications or for call-to-action buttons online. Printed materials Adhere to the color specifications on this page to ensure the consistency of our color palette. To ensure color accuracy when matching colors for printed materials, use only the PANTONE Color Matching System as your reference. If the CMYK mies need to be adjusted to suit your process, be sure to match to PANTONE references. Business Class Blue Pantone 2935C CMYK 100, 52, 0, 0 RGB 0, 91, 187 He #005BBB Secondary Black CMYK 0, 0, 0, 100 RGB 0, 0, 0 He #000000 Accent Yellow Pantone 7549C CMYK 0, 22, 100, 2 RGB 255, 181, 0 He #FFB500 Dark Gray Pantone CG 11C CMYK 44, 34, 22, 77 RGB 83, 86, 90 He #53565A Red Pantone 187C CMYK 7, 100, 82, 26 RGB 166, 25, 46 He #A6192E Green Pantone 361C CMYK 77, 0, 100, 0 RGB 67, 176, 42 He #43B02A The colors, CMYK and RGB breakdowns shown on this page and throughout these standards have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. For accurate PANTONE Color Standards, refer to the current edition of the PANTONE formula guides. PANTONE and PANTONE MATCHING SYSTEM are the property of Pantone, Inc.
7 Typography Helvetica Neue Condensed is the Comcast Business Class typographic voice for all print and promotional applications. The use of all caps Helvetica Neue Bold Condensed Oblique in headlines defines the unique personality of Comcast Business Class and is an essential tool that gives unity and clarity to all of our marketing communications. Helvetica Neue comes in a range of weights that allow us to communicate in a clear and straightforward manner. Use Helvetica Neue Roman for body copy. Arial should be used on digital applications. Helvetica Neue 77 Bold Condensed Oblique ABCDEFGHIJKLMNO abcdefghij1234!@#$& Helvetica Neue 57 Condensed Oblique ABCDEFGHIJKLMNO abcdefghij1234!@#$& Helvetica Neue 47 Light Condensed Oblique ABCDEFGHIJKLMNO abcdefghij1234!@#$& Helvetica Neue 55 Roman ABCDEFGHIJKLMNO abcdefghij1234!@#$&
8 Can I use the brand elements? There are two branding scenarios when using one of the Comcast Business Class third-party logos: Comcast Business Class branded or third-party branded. Comcast Business Class branded The overall look and feel reflects Comcast Business Class standards. Third-party branded Where the third-party includes the appropriate Comcast Business Class third-party logo and related content on communications. This situation often occurs when another company is marketing to their customers a Comcast Business Class service. The Comcast Business Class logo appears smaller than the third-party logo. The overall look and feel reflects the thirdparty partner s standards. Comcast Business Class branded Can use the following brand elements: Logo Color Typography Imagery Third-party branded Can use the following brand element: Logo Note: The Comcast Business Class Authorized Retailer is the only third-party logo allowed to use the Business Class brand elements.
Comcast Business Class Third-Party Brand Guidelines 9 Comcast Business Class branded applications The overall look and feel reflects Comcast Business Class standards and is limited to the Comcast Business Class Authorized Retailer. The use of Comcast Business Class logos should follow all logo rules when applied to printed and digital applications. The Comcast Business Class Authorized Retailer logo takes prominent position. The overall look and feel reflects Comcast Business Class brand standards. Website eamples using appropriate third-party Comcast Business Class logo, typography, color and device imagery.
Comcast Business Class Third-Party Brand Guidelines 10 Third-party partner branded applications Where the third-party includes the appropriate Comcast Business Class third-party logo and related content on communications. This situation often occurs when another company is marketing to their customers a Comcast Business Class service. The Comcast Business Class logo appears smaller than the third-party logo. The overall look and feel reflects the thirdparty s standards. Comcast Business Class logo is subordinate to third-party logo. Offer comes from third-party and leverages third-party look and feel. Partner should demonstrate equal weight to all partners. Ethernet Data Services, Internet, Phone and TV for Business Eric Jones Manager Sales: 123.456.7890 Support: 800.456.7892 PO BOX 123 Anytown, ST 12345 ejones@abcco.com Business card ABC COMPANY Careful consideration must be given to the placement of our logo on all applications including advertising, direct mail and web environments. It is important for the Comcast Business Class brand and for our customers that we clearly define all relationships with our partners. The schematic ehibit shown on this page clearly distinguish the partner brand through both size, placement and the overall look and feel oft he communication. Whenever possible, copy content should be used to further clarify the relationship to Comcast Business Class. Partner supplier programs The use of Comcast Business Class logos should follow all logo rules when applied to printed and digital applications. Comcast Business Class logo is subordinate to third party-logo. Email blast
Comcast Business Class Third-Party Brand Guidelines 11 Incorrect eamples The success of the Comcast Business Class brand relies on the clarity and consistency of implementation. Altering or not following the specified guidelines will diminish our brand s impact and ultimately cause confusion. Do not use the Comcast Business Class logo and the Comcast Business Class third-party logo on third-party partner communications. CONNECT TO THE CLOUD. DON T GET LEFT BEHIND. Tuesday, April 24th 9:30am - 12:00pm 1234 Main Street Anytown, ST 12345 Do not use the Comcast Business Class visual system including imagery on third-party partner communications. CONNECT TO THE CLOUD. DON T GET LEFT BEHIND. Tuesday, April 24th 9:30am - 12:00pm 1234 Main Street Anytown, ST 12345 Do not lockup the thirdparty partner s name to the Comcast Business Class third-party logo. CONNECT TO THE CLOUD. DON T GET LEFT BEHIND. Tuesday, April 24th 9:30am - 12:00pm 1234 Main Street Anytown, ST 12345 ABC Company Do not alter the colors or modify the Comcast Business Class third-party logo. CONNECT TO THE CLOUD. DON T GET LEFT BEHIND. Tuesday, April 24th 9:30am - 12:00pm 1234 Main Street Anytown, ST 12345
Comcast Business Class Third-Party Brand Guidelines 12 How can we help? While we have made every effort to offer detailed eplanations throughout this guide, we realize that adopting new standards is not always easy. If you and your brand need further clarification of our third-party guidelines, contact your local Comcast Business Class contact. Authorized electronic artwork is available. To access your appropriate logo, please contact your local Business Class Sales Representative, Partner Manager, or the marketing contact for your program.