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AVG brand identity

Nová vizuální identita AVG se sice nerealizovala v plném rozsahu, ale některé vybrané změny pomohly oživit značku. Tato prezentace například vedla k faceliftingu loga, které má od roku 2008 trojrozměrný efekt.

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© AVG Technologies, AVG Style Guide, 2008
Brand Guidelines
Update 21. 2. 2008
© AVG Technologies, AVG Style Guide, 2008
© AVG Technologies, AVG Style Guide, 2008
Contents
1. Brand elements
1.1 Trademarks in copy
1.2 AVG Logo
1.3 Colour palette
1.4 Typography
1.5 Legal notices
1.6 Tagline
2. AVG Logo variants
2.1 3D effect logo
2.2 On-screen Icon
2.3 B/W reproduction
2.4 Monochrom
2.5 Signage
2.6 3D relief logo
3. AVG Logo usage
3.1 On Background
3.2 With other brands
3.3 On materials
3.4 On fabric
4. Subbrands
4.1 One line versions
4.2 Two line versions
4.3 Business partners’logo
4.4 Version 8.0
4.5 New name typing
5. Improper use
Contact & Credits
Brand symbolism at a glance
Artwork at a glance
Brand family at a glance
© AVG Technologies, AVG Style Guide, 2008
© AVG Technologies, AVG Style Guide, 2008
Brand symbolism at a glance
What are the graphic elements about
AVG letterforms
Abbreviation of Anti-Virus Guard.
Authentic letterforms have drawn inspiration from Myriad Pro Bold.
Typeface
The corporate typeface is Myriad, a humanist sans-serif typeface
designed by Robert Slimbach and Carol Twombly in the period
1990–1992 for Adobe Systems. A readable and friendly
face, Myriad works well for both text and display typography.
Legal notices
The 4 flags sign was
registred in 2007
4 flags sign
Flags allways symbolised togetherness
and integrity. In the sign every flag has
own direction and colour to represent
various brand essences under one union.
Brand colours
Yellow - intelligence (as light is needed
to find destination)
Green - security; hope
Blue - credibility; global availability; infinity
Red - speeding
© AVG Technologies, AVG Style Guide, 2008
© AVG Technologies, AVG Style Guide, 2008
Artworks at a glance
Quality of design and art crafts
Flat artwork – 2D monochrom
Positive
Inverse
Flat artwork – 2D
Positive ONLY
Flat artwork – 3D effect
Positive ONLY
Spacial artwork
Positive ONLY
Note & Usage
3D effect engages visual message in print
and on-screen application.
Usage: Stationary, brochures, print ads, internet
Spacial 3D version for outdoor use or other
special purposes. High quality of crafting
is necessary.
Usage: indoor and outdoor signage,
represenative spaces, on-store lightboxes
Strictly limited using based on technology
and medium.
Usage: merchandising
Basic vector version of the AVG logo
Usage: low print quality executions,
signmaking, embroiding
© AVG Technologies, AVG Style Guide, 2008
© AVG Technologies, AVG Style Guide, 2008
Brand family at a glance
Hierarchy of branding
Brand
Subbrands
Products Business partners
Company
Owner of brand
AVG Technologies CZ, s.r.o.
© AVG Technologies, AVG Style Guide, 2008
© AVG Technologies, AVG Style Guide, 2008
Brand elements
Trademarks in copy
1
1.1
AVG in headlines, titles
and copy text
Product names in headlines,
titles and copy text
Version 8.0 signing in headlines,
titles and copy text
Exception
Correct typing:
UPPERCASE only
Correct typing: Title Case and “en”dash,
no space between words
Correct typing: a dot between
numbers; no space
Website can be typed in lowercase
© AVG Technologies, AVG Style Guide, 2008
Ad

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AVG brand identity

  • 1. © AVG Technologies, AVG Style Guide, 2008 Brand Guidelines Update 21. 2. 2008 © AVG Technologies, AVG Style Guide, 2008
  • 2. © AVG Technologies, AVG Style Guide, 2008 Contents 1. Brand elements 1.1 Trademarks in copy 1.2 AVG Logo 1.3 Colour palette 1.4 Typography 1.5 Legal notices 1.6 Tagline 2. AVG Logo variants 2.1 3D effect logo 2.2 On-screen Icon 2.3 B/W reproduction 2.4 Monochrom 2.5 Signage 2.6 3D relief logo 3. AVG Logo usage 3.1 On Background 3.2 With other brands 3.3 On materials 3.4 On fabric 4. Subbrands 4.1 One line versions 4.2 Two line versions 4.3 Business partners’logo 4.4 Version 8.0 4.5 New name typing 5. Improper use Contact & Credits Brand symbolism at a glance Artwork at a glance Brand family at a glance © AVG Technologies, AVG Style Guide, 2008
  • 3. © AVG Technologies, AVG Style Guide, 2008 Brand symbolism at a glance What are the graphic elements about AVG letterforms Abbreviation of Anti-Virus Guard. Authentic letterforms have drawn inspiration from Myriad Pro Bold. Typeface The corporate typeface is Myriad, a humanist sans-serif typeface designed by Robert Slimbach and Carol Twombly in the period 1990–1992 for Adobe Systems. A readable and friendly face, Myriad works well for both text and display typography. Legal notices The 4 flags sign was registred in 2007 4 flags sign Flags allways symbolised togetherness and integrity. In the sign every flag has own direction and colour to represent various brand essences under one union. Brand colours Yellow - intelligence (as light is needed to find destination) Green - security; hope Blue - credibility; global availability; infinity Red - speeding © AVG Technologies, AVG Style Guide, 2008
  • 4. © AVG Technologies, AVG Style Guide, 2008 Artworks at a glance Quality of design and art crafts Flat artwork – 2D monochrom Positive Inverse Flat artwork – 2D Positive ONLY Flat artwork – 3D effect Positive ONLY Spacial artwork Positive ONLY Note & Usage 3D effect engages visual message in print and on-screen application. Usage: Stationary, brochures, print ads, internet Spacial 3D version for outdoor use or other special purposes. High quality of crafting is necessary. Usage: indoor and outdoor signage, represenative spaces, on-store lightboxes Strictly limited using based on technology and medium. Usage: merchandising Basic vector version of the AVG logo Usage: low print quality executions, signmaking, embroiding © AVG Technologies, AVG Style Guide, 2008
  • 5. © AVG Technologies, AVG Style Guide, 2008 Brand family at a glance Hierarchy of branding Brand Subbrands Products Business partners Company Owner of brand AVG Technologies CZ, s.r.o. © AVG Technologies, AVG Style Guide, 2008
  • 6. © AVG Technologies, AVG Style Guide, 2008 Brand elements Trademarks in copy 1 1.1 AVG in headlines, titles and copy text Product names in headlines, titles and copy text Version 8.0 signing in headlines, titles and copy text Exception Correct typing: UPPERCASE only Correct typing: Title Case and “en”dash, no space between words Correct typing: a dot between numbers; no space Website can be typed in lowercase © AVG Technologies, AVG Style Guide, 2008
  • 7. © AVG Technologies, AVG Style Guide, 2008 Brand elements AVG Logo Minimum sizeAligning Exclusion zone To enhance the AVG logo, leave sufficient clear space around it Do not use smaller sizes in any print/on-screen applications All elements, as shown here, always appear in a fixed size and the relative position does not change. 1 1.2 5 mm 16 px 10 mm 32 pxX align center Align top Align bottom Y align centerAlign left Align right a a © AVG Technologies, AVG Style Guide, 2008
  • 8. © AVG Technologies, AVG Style Guide, 2008 Brand elements Colour palette PANTONE Solid colours matching system. PANTONE®is registered trademark of PANTONE®, Inc. CMYK Cyan-Magenta-Yellow-blacK identifies colours for printing C – Coated Paper quality surface improvement – matt or glossy U – Uncoated High absorbant paper (eg. newspapers) RGB Red-Green-Blue colour gamut for electronic devices (TV, CRT monitors, LCD screens, displays) and power point presentations, animations, projections, signmaking, light instalations etc. HTML Web Safe A coding system that the same colours guarantee almost on all screens, platforms and browsers RAL K5 A matching system of industrial colours palette for painting and materials Oracal Film brand for signmaking solutions Primary AVG logo Colours Secondary Layout Colours Blue gradient AVG Blue 288 C 100 / 70 / 0 / 35 C 27 / 63 / 120 #333366 5013 065 cobalt blue 100 / 60 / 0 / 20 U AVG Red 485 C 0 / 100 / 100 / 0 C 204 / 34 / 41 #CC0000 3020 032 light red 0 / 100 / 90 / 0 U AVG Yellow 137 C 0 / 40 / 100 / 0 C 229 / 164 / 48 #FF9900 1003 019 signal yellow 0 / 25 / 95 / 0 U AVG Green 356 C 100 / 0 / 100 / 35 C 35 / 120 / 64 #006633 6010 078 foliage green 70 / 0 / 100 / 10 C AVG Medium Blue 285 C 100 / 55 / 5 / 0 AVG Accent Orange 158 C 0 / 60 / 100 / 0 AVG Light Blue 290 C 30 / 0 / 0 / 5 AVG Light BlueAVG Medium BlueAVG Blue AVG Grey 431 C 25 / 0 / 0 / 70 AVG Medium Grey 428 C 10 / 0 / 0 / 25 AVG Light Grey 427 C 5 / 0 / 0 / 10 White Background 0 / 0 / 0 / 0 PANTONE ® CMYK RGB RAL Oracal FilmWeb safe Hexadecimal 1 1.3 © AVG Technologies, AVG Style Guide, 2008
  • 9. © AVG Technologies, AVG Style Guide, 2008 Brand elements Typography Primary Myriad Pro Use Myriad Pro light for body copy Use Myriad Pro Light Italic to show emphasis in copy or notice AVGAVG AVGUse Myriad Pro Regular headlines and copy AVGUse Myriad Pro Italic to show emphasis in copy or notice AVGUse Myriad Pro Semibold for headlines and titles AVGUse Myriad Pro Bold for headlines and titles Secondary Myriad Pro Condensed AVGUse Myriad Pro Condensed for body copy in limited space (eg. tabs) AVGUse Myriad Pro Condensed Italic to show emphasis or notice in limited space AVGUse Myriad Pro Semibold Condensed for highlights in limited space (eg. price tag) Use Myriad Pro Light Condensed for body copy in limited space Use Myriad Pro Light Condensed Italic to show emphasis in copy or notice AVGAVG 1 1.4 © AVG Technologies, AVG Style Guide, 2008
  • 10. © AVG Technologies, AVG Style Guide, 2008 Brand elements Legal notices Typeface: Helvetica Neue 55 Roman Colour: Black Substitute colour: AVG Blue – only in case of AVG logo is in solid colour; for embroiding and signmaking Please ensure proper reproduction and legibility, legal notices (such as registration mark and trademark) changes in size in any print or on-screen applications. Small AVG logo 10–20 mm highAVG logo ≥ 20 mm high 20 mm of AVG logo height 19 mm 16 mm 13 mm 10 mm – minimum size 1 1.5 © AVG Technologies, AVG Style Guide, 2008
  • 11. © AVG Technologies, AVG Style Guide, 2008 Brand elements Tagline Language: English or local translation Typeface: Myriad Pro Regular Aligning: Center of the AVG logo Colour: AVG Layout Grey Tagline always appears in a fixed position relative to the AVG logo as shown here. Small size on-screenExclusion zone To enhance the AVG logo and tagline, leave sufficient clear space around it Tagline is align center. Don’t use smaller sizes of tagline for legibility reasons. AVG logo < 30 mm highAVG logo > 30 mm high Small size in print Don’t use smaller sizes of tagline for legibility reasons. 1 1.6 central aligned 10 mm 6.5 pt 2.127 mm 26 mm 27 px 8 pt 7.415 px 74 px © AVG Technologies, AVG Style Guide, 2008
  • 12. © AVG Technologies, AVG Style Guide, 2008 AVG logo variants 3D effect logo Lighting and shadow effects creates the illusion of 3-Dimensions of the AVG logo. Please keep a fixed relationship between the lighting and shadow effects. Drop shadow greyscale: 0–50 % of black, multiplied on all backgrounds. When using the registration mark, it should not have any 3D effects. Minimum sizeExclusion zone To enhance the AVG logo, leave sufficient clear space around it. If a smaller size is needed, use the AVG logo without 3D effect. Minimum size with legal notices Legal notices are printed black. 2 2.1 7 mm 15 mm10 mm © AVG Technologies, AVG Style Guide, 2008
  • 13. © AVG Technologies, AVG Style Guide, 2008 AVG logo variants On-screen icon 2 2.2 Icon is a working tool for on-screen graphic interface. THIS IS NOT A LOGO! Please don’t use it in print or any other applications. Don’t apply any visual and motion effects. True colour with alpha channel or semi transparency (Win XP/Vista) 256 colour, NO alpha channel or semi transparency (Win 2k) 16 colour, NO alpha channel or semi transparency for safe mode only 16x16 24x24 32x32 48x48 64x64 256x256 16x16 32x32 16x16 32x32 © AVG Technologies, AVG Style Guide, 2008
  • 14. © AVG Technologies, AVG Style Guide, 2008 AVG logo variants BW reproduction Where colour is unavailable the AVG logo may be used in grayscale. Colour switches AVG Yellow AVG Blue AVG Green AVG Red Legal notices Light Grey 0-0-0-35 Black 0-0-0-100 Dark Grey 0-0-0-80 Middle Grey 0-0-0-60 Black 0-0-0-100 2 2.3 © AVG Technologies, AVG Style Guide, 2008
  • 15. © AVG Technologies, AVG Style Guide, 2008 AVG logo variants Monochrom Minimum sizeOptimum size All brand elements are in one colour. The inner lines separate the 4 flags sign. Please ensure proper reproduction and legibility. 2 2.4 Inverse version Apply in merchandising only. 20 mm Inner lines width: 1 pt/0.354 mm 5 mm Inner lines width: 0.3 pt/0.106 mm © AVG Technologies, AVG Style Guide, 2008
  • 16. © AVG Technologies, AVG Style Guide, 2008 AVG logo variants 3D Relief logo Side view 4 flags sign AVG letterforms AVG letterforms Solid Usage: Indoor and outdoor signage. Execution: transluscent plastic, aluminium Plates Interior/exterior light design makes a natural shining and inner shadow. Usage: indoor/outdoor representative signage (eg. reception, meeting room, totem). Execution: aluminium/metal plates, coloured glass Side view 4 flags sign 2 2.5 cb 0.08 b 0.11 b c 0.08 b b 0.11 b weigh of plate 0.01 c © AVG Technologies, AVG Style Guide, 2008
  • 17. © AVG Technologies, AVG Style Guide, 2008 AVG logo variants Signage Small signage with AVG relief logo Usage: on-store lightbox, shop/office signage, orientation system Execution: transluscent plastic, aluminium Large signage Execution: transluscent plastic, aluminium Side view Size of a logo using the exclusion zone as shown in chapter 4.2 In case of installing neon tubes, please use this recommended adjustment. Neon tubes 2 2.6 b exclusion zone above the logo exclusion zone below the logo 0.11 b © AVG Technologies, AVG Style Guide, 2008
  • 18. © AVG Technologies, AVG Style Guide, 2008 10 % AVG Blue 20 % 30 % 50 % 75 % 100 % Dark/busy backgroundsLight backgrounds 3 3.1 AVG logo usage On backgrounds A white background is preffered under the AVG logo in all printed documents. Singmaking and on-screen applications can be used on slightly light backgrounds. White backgrounds play an integral role in visual communications. White is the clear canvas against which the colourful 4 flags sign glows and letterforms stand out. For increase legibility on dark or busy backgrounds keep the exclusion zone. Drop shadow was created within gradient 0–50 % of black. Multiplying on a background enhances the 3D effect. © AVG Technologies, AVG Style Guide, 2008
  • 19. © AVG Technologies, AVG Style Guide, 2008 AVG logo usage With other brands Vertical aligning of sponsors Optimum distance Minimum distance Minimum distance Horizontal aligning of sponsors Optimum distance The AVG Logo needs sufficcient clear space around it to enhance visibility. Keep an exclusion zone. Request a final good-to-print layout to approve before execution. Minimum sizeDark/busy background In spaces smaller than 7 mm high it is recommended to use the 2D AVG logo. 3 3.2 5 mm 16 px © AVG Technologies, AVG Style Guide, 2008
  • 20. © AVG Technologies, AVG Style Guide, 2008 AVG logo usage On materials Engraving/sanding Do not apply laque on legal notices and or the drop shadow. Please ensure proper execution in small sizes: all details must be recognizable. Do not emboss/deboss legal notices (registration mark and trademark). Do not apply engraving on legal notices. Transparent laque as monochrom Transparent laque over colour print – symbol as one piece Embossing/Debossing Holografic protection/Watermark 3 3.3 © AVG Technologies, AVG Style Guide, 2008
  • 21. © AVG Technologies, AVG Style Guide, 2008 AVG logo usage On fabric Minimum sizeMonochromatic contrast colour Monochromatic background colour Smaller sizes make notches in 4 flags symbol unrecognizable. Embroiding Keep the proper direction as shown here. 8 mm 3 3.4 © AVG Technologies, AVG Style Guide, 2008
  • 22. © AVG Technologies, AVG Style Guide, 2008 Subbrands One line versions Minimum size3D effect variant Exclusion zone Legal notices can be used as long as the AVG logo is at least 10 mm high.Only the 4 flags sign has the 3D effect. One line versions can only have the product logo. Names changes within different products; how to retype, see chapter 4.5. 4 4.1 d d e e 5 mm 16 px 10 mm 32 px © AVG Technologies, AVG Style Guide, 2008
  • 23. © AVG Technologies, AVG Style Guide, 2008 Subbrands Two line versions Minimum size3D effect variant Exclusion zone Legal notices can be used as long as the AVG logo is at least 10mm high.Only the 4 flags sign has the 3D effect. 4 4.2 ff 5 mm 16 px 10 mm 32 px aa The two line versions of the product logo saves space. Name changes with different products; how to retype, see chapter 4.5. © AVG Technologies, AVG Style Guide, 2008
  • 24. © AVG Technologies, AVG Style Guide, 2008 Subbrands Business partners’logo Business partners’logo is in the two lines version. Text changes with different level of business partnership (eg. Authorized Distributor, Authorized Reseller etc.). How to retype, see chapter 4.5. Minimum size3D effect variant Exclusion zone Legal notices can be used as long as the AVG logo is at least 10 mm high.Only the 4 flags sign has the 3D effect. 4 4.3 5 mm 16 px 10 mm 32 px aa © AVG Technologies, AVG Style Guide, 2008
  • 25. © AVG Technologies, AVG Style Guide, 2008 Subbrands Version 8.0 Minimum size3D effect variant Exclusion zone Zone construction is the same as in 1 or 2-line subbrands.Only the 4 flags sign has the 3D effect. Rules are the same as in 1 or 2-line subbrands. Version 8.0 can only be used with a product logo. 4 4.4 gg g 7 mm 20 px 14,8 mm 42 px © AVG Technologies, AVG Style Guide, 2008
  • 26. © AVG Technologies, AVG Style Guide, 2008 Improper use What to avoid Don’t use former/different colour palette.Don’t use the 4 flags symbol separately. It works as an on-screen icon only. Don’t remove any elements. Don’t change the relationship among brand elements. Don’t apply any 3D visual effect to the logo. Only official the AVG logo or the AVG 3D logo are acceptable. Don’t distort or deform the AVG logo. Don’t place the AVG on dark or busy backgrounds. Don’t use the AVG logo over imagery. Don’t invert the AVG logo.Don’t rotate the AVG logo. Don’t use outlines in print. Don’t add any movement or effects to the AVG logo. 5 © AVG Technologies, AVG Style Guide, 2008
  • 27. © AVG Technologies, AVG Style Guide, 2008 Contacts & Credits Any requests for proper graphic sources should be sent to: brandcenter@avg.com Concept and design: Lumír Kajnar Production: ArkAdiA, s. r. o. © AVG Technologies, AVG Style Guide, 2008