Примеры брендбуков / att
.pdf
AT&T
corporate identity system
Standards of applications
April 2003
contents
Building a consistent brand image ........................................ |
2 |
AT&T signature system ........................................................... |
3 |
Using the signature color variations in media..................... |
4 |
Avoiding common errors ....................................................... |
5 |
Sub-branding device .............................................................. |
9 |
Three-color AT&T signatures ................................................. |
11 |
Two-color AT&T signatures.................................................... |
12 |
One-color AT&T signatures.................................................... |
14 |
Choosing a background color................................................ |
15 |
Determining a minimum size ............................................... |
17 |
Measuring the signature clear area........................................ |
18 |
Staging the signature............................................................... |
19 |
Staging on signs, façades, posters, banners, etc..................... |
21 |
Using the approved AT&T tagline ......................................... |
22 |
Enterprise Networking identifier ......................................... |
27 |
Typography .............................................................................. |
29 |
AT&T artwork naming guide ................................................. |
30 |
Glossary.................................................................................... |
31 |
building a consistent brand image
The AT&T brand is one of the company’s most precious assets. The corporate signature is an important component that helps to energize and invigorate the brand.
The graphic elements of the AT&T corporate identity system— the AT&T Corporate Signature, the signature colors and the Gill Sans typeface — are among the most valuable marketing and communications tools we have. When used properly, these elements support a carefully designed corporate identity system: they allow us to speak with one voice in the marketplace.
These standards provide the building blocks for supporting AT&T’s corporate identity. They are designed to help you apply the AT&T Corporate Signature correctly and consistently across all media.
The AT&T signature may only be used for products, services and offers in accordance with the terms of the license agreement with AT&T corporation.
The AT&T Corporate Signature is composed of two elements: the AT&T globe symbol and the AT&T custom-drawn logotype. The globe symbol within the signature has been redesigned to convey dimension and depth.
Please note: This customization provides optimum legibility in all sizes and orientations. Do not attempt to recreate this artwork. These elements must always remain in the exact size and position that appear in the reproducible artwork.
Updated globe symbol |
Horizontal |
Vertical |
Always use approved artwork — available at www.att.com/brand when reproducing the AT&T Corporate Signature.
Help
The complete AT&T corporate identity system and artwork library is available online at: www.att.com/brand.
If you have questions, contact:
AT&T Brand Center Help
Tel: 908 234–3181 ⁄ 908 234–3819
Fax: 908 221–3140
Email: brandcenter @att.com
2
AT&T signature system
Below is an overview of the AT&T signature system. It organizes the signatures based on color, horizontal or vertical configuration, positive or reverse, gradient globe (with or without a shadow) or solid globe. There are 18 approved versions for the AT&T Corporate Signature.
Please note: The AT&T Corporate Signatures shown below and throughout these guidelines are used as illustrative examples. These guidelines apply
to all AT&T Corporate Signature versions. The horizontal version is the preferred version for all applications.
three-color signatures |
two-color signatures |
one-color signatures |
|||
horizontal |
vertical |
horizontal |
vertical |
horizontal |
vertical |
gradient with shadow positive
gradient positive
gradient reverse
solid positive
solid reverse
3
using the signature color variations in media
The chart below provides recommended use of the various AT&T signatures (horizontal or vertical) on specific applications. For more information, please contact AT&T Brand Center Help.
|
three-color, |
three-color, |
two-color, |
two-color, |
one-color, |
|
gradient |
gradient |
gradient |
solid |
solid |
|
with shadow |
|
|
|
|
|
|
|
|
|
|
four-color process |
• |
• |
|
|
|
printing |
|
|
|
||
two-color printing |
|
|
• |
• |
|
|
|
|
|
|
|
|
|
|
|
|
|
one-color printing |
|
|
|
|
• |
|
|
|
|
|
|
|
|
|
|
|
|
electronic media |
• |
• |
|
|
|
(e.g.,web, PowerPoint®) |
|
|
|
||
word processing |
• |
• |
|
|
• |
(e.g., Word®) |
|
|
|||
television |
• |
• |
|
|
|
advertising |
|
|
|
||
billboards, signs, |
• |
• |
• |
• |
• |
posters & banners |
|||||
embroidery |
|
|
|
• |
• |
|
|
|
|
|
|
|
|
|
|
|
|
silk-screen |
|
|
|
• |
• |
|
|
|
|
|
|
|
|
|
|
|
|
embossing/debossing/ |
|
|
|
• |
• |
etching/engraving |
|
|
|
||
thermography |
|
|
|
• |
• |
|
|
|
|
|
|
|
|
|
|
|
|
painting |
|
|
|
• |
• |
|
|
|
|
|
|
|
|
|
|
|
|
monochrome |
|
|
|
|
• |
lcd screen |
|
|
|
|
• recommended version
• alternate version(s)
4
The AT&T globe symbol may be stylized or animated to convey a key message or idea in advertising. For print, the full AT&T corporate signature must be used to sign off the ad. For televison, a voiceover must speak the AT&T name.
avoiding common errors
The AT&T signature is one of AT&T’s most valuable corporate assets and the equity in the AT&T identity must not be depreciated in any way. Adhering to these guidelines will ensure proper reproduction and application of the AT&T Corporate Signature. The examples below and on the following pages illustrate some of the most common application errors.
DO
This text represents AT&T advertising copy. This text is a representation of AT&T advertising copy. This text is a representation of AT&T advertising copy.This text represents AT&T advertising copy.
Use of the AT&T globe symbol as an image in print advertising does not replace the need to use the full AT&T corporate signature as a sign-off.
The true AT&T globe symbol may not be used as a graphic image in advertising—it cannot just be cut out from original art and be placed in the print ad—the globe must be stylized and turned into something that is indicative of the desired idea that needs to be expressed.
DON’T
This text represents AT&T advertising copy.This text is a representation of AT&T advertising copy. This text is a representation of AT&T advertising copy. This text represents AT&T advertising copy.
This text represents AT&T advertising copy. This text is a representation of AT&T advertising copy. This text is a representation of AT&T advertising copy.This text represents AT&T advertising copy.
5
avoiding common errors (continued)
DON’T
The AT&T globe symbol may never be used as the letter “O” in a word or in a number
DO
The AT&T corporate signature should be used in all AT&T communications and advertising.
1 8
-ATT-4 ALL
The AT&T Business, AT&T Consumer and AT&T Labs business unit signatures (or logos) should not be used in communications.
No other logos, marks or signatures may be developed or used to represent AT&T-branded products, services or organizations. The AT&T corporate signature is the mark (or logo) that represents all AT&T- branded products and services in AT&T brand communications.
DON’T
Consumer |
Business |
DON’T
6
Do not use the AT&T logotype or globe symbol in body copy. Instead, typeset “AT&T” in the same typeface as used for the text. It may be bolded or italicized for emphasis.
Do not alter the relationship between the globe symbol and the AT&T logotype. Separating the elements of the signature compromises the integrity of the AT&T brand.
Do not crowd the signature with other graphic elements including typography, illustration and photography. Provide the minimum clear area to all sides of the signature for maximum visibility and impact.
Do not use two or more signatures for identification on the same page.
avoiding common errors (continued)
apparatus bellis imputat rures. Bellus cathedras corrumperet zothecas. Parsimonia fiducia celeriter vocificat adfabilis semper 
praemuniet suffragarit chirographi. Augustus aegre divinus adquireret concubine,
apparatus bellis imputat rures. Bellus cathedras corrumperet zothecas. Parsimonia fiducia suis celeriter vocificat adfabilis semper bellus
p r a e mu n i e t s u f f r a g a r i t c h i r o g r a p h i.
Augustus aegre divinus adquireret vix concubine, quod plane bellus oratori praemuniet matrimonii, semper rures parsimonia
apparatus bellis imputat rures. Bellus cathedras corrumperet zothecas. Parsimonia fiducia suis celeriter vocificat adfabilis
m a t r i m o n i i, saetosus syrtes s u f f r a g a r i t fragilis fiducia
chirographi. Augustus suis aegre divinus adquireret vocificat concubine, quod plane bellus suis oratori praemuniet matrimonii,
Do not replace the AT&T logotype with another typeface.The logotype has been carefully drawn and letterspaced.
Do not alter the proportions between the globe symbol and the AT&T logotype.
Do not alter the relationship between the globe symbol and the AT&T logotype.
apparatus bellis imputat fiducia rures vix. Bellus
cathedras suis c o r r u m p e r e t oratori zothecas.
Parsimonia fiducia suis celeriter vocificat adfabilis semper bellis praemuniet vix suffragarit rures chirographi. Augustus suis aegre divinus adquireret vix concubine, quod plane bellus oratori praemuniet.
Do not stretch, condense or distort the signature in any way.
Do not place other secondary identification symbols or images within the signature clear area.
7
|
avoiding common errors (continued) |
||
|
|
|
|
Do not transpose the |
|
Do not place the |
|
colors of the AT&T |
|
AT&T signature on a |
|
signature. If the globe |
|
background with |
|
symbol is black, the |
|
insufficient contrast. |
|
AT&T logotype must |
|
|
|
also appear in black. |
|
|
|
Do not use 100% |
|
Do not use a white |
|
|
|
||
|
|
||
PANTONE Process |
|
circle behind a solid |
|
Blue for the solid globe |
|
reverse signature. |
|
symbol in the two-color |
|
|
|
reverse signature. |
|
|
|
Use 100% cyan. |
|
|
|
Do not use a white |
|
Do not use the three- |
|
|
|
||
|
|
||
circle behind a |
|
color reverse, gradient |
|
positive, solid globe |
|
signature on any |
|
symbol on a light |
|
background color |
|
colored background. |
|
other than black. |
|
|
|
|
|
Do not transpose the |
|
Do not reproduce |
|
colors of a solid |
|
a reverse solid globe |
|
two-color signature. |
|
symbol in any color |
|
If the globe symbol is |
|
other than white or |
|
white, the AT&T |
|
100% cyan. |
|
logotype must also |
|
|
|
appear in white. |
|
|
|
|
|
|
|
Do not apply the |
Do not add a highlight |
signature to uneven |
or other decorative |
backgrounds, textured |
device to the globe |
or screened |
symbol. |
backgrounds or |
|
reflective surfaces. |
|
The unevenness will |
|
obscure the clarity |
|
of the signature. |
|
8
sub-branding device
Overview
To ensure that our customers are aware of and understand AT&T’s family of products, services and unique organizational competencies, we have created the AT&T Sub-branding Device.
The device enables a consistent visual presentation of AT&T product, service and organizational names. It helps to communicate the name ‘at a glance" and serves to highlight key marketing concepts.
The device features a specific product, service or organizational name in a fixed graphic relationship with a vertical rule that may or may not include a supportive copy description.
The Sub-branding device is an optional element in marketing communications. If used, however, it must be applied in accordance with the standards and specifications outlined herein.
Please note that the device is not a substitute for the AT&T Corporate Signature. All communications must always include the AT&T Corporate Signature whether the device is used or not used.
Standards of application
The AT&T Sub-branding Device:
•May not be placed near, below, on top or alongside of the AT&T Corporate Signature
•Should be positioned away from the signature at the opposite end of a given communication piece within a clear space
•The vertical rule line of the sub branding device may not be longer than 80%
of the height of the globe in the AT&T corporate signature.
•May be placed inside of a column of text
•Must never be used as a headline or within a headline of copy
•The device should only be used for print media (for use in any other media, consult with AT&T Brand Center Help)
Sub-branding device with copy. Demonstration only.
Intergrated
managed
services
solutions
Sub-branding device with copy. Demonstrations of acceptable use.
Sub-branding device without copy. Demonstration only.
government solutions
business services
wholesale
Sub-branding device without copy. Demonstrations of acceptable use.
9