ADBOE公司VI手册(Adobe Corporate Brand Guidelines).pdf

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Adobe Confidential Adobe Corporate Brand Guidelines Implementing the Adobe brand in communications Updated 25 October 2010Table of contents Adobe brand Corporate mission statement 1 Adobe brand plat Brand promise 2 Adobe brand plat Brand personality 3 The Adobe logo 4 The Adobe logo 5 Red tag logo Specifications 6 Standard logo Specifications 7 Which logo do I use 8 Usage examples Printed communications 9 Usage examples Online communications 12 Usage examples Tradeshow graphics 14 Incorrect use 16 Visual identity 17 Color 18 Color Specifications 19 Color Usage examples 20 Imagery 21 Imagery Usage examples 22 Imagery Photography 23 Imagery Photography examples 24 Typography Corporate typefaces 25 Typography Using Adobe Clean 26 Typography Trademark symbols 28 Typography Using other fonts 29 Logotypes 30 Logotypes Trademark symbols 31 Mnemonic system Strategy 32 Mnemonic system Specifications 33 Mnemonic system Examples 34 Program badges 35 Branded merchandise 36 Branded merchandise overview 37 Usage examples 38 Code names and team names on branded merchandise 40 Corporate templates 41 Collateral templates 42 E mail signature 43 Presentation templates 44 Stationery 45 Legal guidelines 46 Company name 47 When to add a trademark symbol to Adobe 48 Trademark symbols on the web 49 Copyright notice attribution statements 51 Editorial voice 52 Overview 53 Voice Examples 54 A and editorial differentiation 59 For more ination 601 Adobe Corporate Brand Guidelines Adobe Confidential 25 October 2010 Adobe brand Corporate mission statement Adobe revolutionizes how the world engages with ideas and ination Since its earliest days Adobe has established a strong brand identity Our award winning products have earned a reputation for quality and excellence that few can rival Our corporate mission and positioning as well as our brand plat reflect that heritage 2 Adobe Corporate Brand Guidelines Adobe Confidential 25 October 2010 Adobe brand plat Brand promise Adobe enables people and organizations to create engaging experiences Our communications should all play back to the characteristics of an engaging experience We believe engaging experiences are Available Readily available to the customer any time anywhere and on their medium of choice For example United Airlines enables you to book a flight choose your seat check in and get flight delay info 24x7 from your desktop or mobile device Wells Fargo provides 24x7 account ination service enrollment and transactions Collaborative Facilitates interaction with others e g social networking sites like MySpace LinkedIn and Facebook unlocks tremendous value is personalized crosses boundaries between business and personal networks For example booking a vacation and reading reviews from previous guests at Y to find out more about hotels or restaurants in the area Compelling More interactive and entertaining for example N website where you can customize your own shoes with NikeID order different right and left shoe sizes or different colors for the sole base lining etc Easy to use Interactions and transactions are easy For example A with one click purchases iTunes with easy no touch synchronization and as you ll see in a short demo a faster to complete insurance claim process built into LiveCycle and Flex Personalized Customized to individual customer needs for example MyYahoo portal which is an eBay application built on Adobe AIR that enables eBay users to have their own watch list notifying them when they are outbid Responsive Allows you to respond to the customer in a timely fashion such as live chat on a customer support or direct commerce website for example A offers to call you at a time you specify A knows who the customer is when the call starts there is no wait for a representative and the rep is ready to immediately resolve customer problems 3 Adobe Corporate Brand Guidelines Adobe Confidential 25 October 2010 Genuine engaging experiences are the moments when limits disappear and new possibilities snap into focus An engaging experience creates change a spark of energy that initiates new things To support our position as an enabler of engaging experiences our visual style must also evolve We must be seen as passionate challengers of convention compelled to perfect our every endeavor Fearless innovators driven to explore And at the same time we must maintain our role as a genuine trustworthy collaborator We must project these personality characteristics at every touch point with our customers consistently and continually The brand personality describes the tone and manner of the Adobe brand that we want to communicate in both the things we say and also in the interactions we have with customers and other key audiences Exceptional We re committed to creating the best products and services At Adobe good enough is not good enough Involved We are inclusive and open with our customers and the communities we serve Genuine We re sincere trustworthy and reliable Innovative We are highly creative and strive to accomplish things in a manner that no one has done before Adobe brand plat Brand personality Adobe is exceptional involved genuine and innovative The Adobe logo5 Adobe Corporate Brand Guidelines Adobe Confidential 25 October 2010 Red tag logo The red tag logo should be used as an introduction of the Adobe brand on a communication not as a signature to close a communication Its use must allow the top or bottom to bleed off the edge of the layout like a tag layered on top of photography illustration or color fields in the layout The red tag logo is a white standard logo staged on a field of red which becomes visually more prominent and associates the color with the corporate mark The red tag logo is reserved for Adobe use only The red tag logo should occur only once per piece For instance on a multipage piece the tag would go on the cover but the standard logo would be used for the back cover Standard logo The standard logo should be used for three main purposes 1 To close a piece i e back of datasheet or brochure 2 When there isn t a top or bottom edge from which to hang the tag i e a golf ball pen middle of a document or web page 3 By third parties under license only partner communications co marketing sponsorships etc The Adobe logo The Adobe corporate logo is the most immediate representation of our company our people and our brand to the world It is a valuable corporate asset that must be used consistently in the proper approved s Download the logo from the Marketing Hub Corporate Corporate logos Red tag logo placed at bottom of page Red tag logo placed at top of page There are two versions of the Adobe logo 1 a red tag and 2 the standard logo with no staging Standard logo6 Adobe Corporate Brand Guidelines Adobe Confidential 25 October 2010 50 pixel logo used for email newsletter web banner 72 pixel logo used for web page 7 8 logo used for 5 x 7 postcard 6 x 9 booklet 8 5 x 11 at A4 at A3 at 11 x 17 at PowerPoint presentation For ats larger than 11x17 or A3 scale the red tag logo proportionally to the piece Size clear space To standardize the use of the tag three sizes are provided for most uses 50 pixels high for web banners and e mail headers 875 high for printed materials and 72 pixels high for web pages These sizes should be considered the minimum size for print online uses For printed communication add 125 to the top or bottom of the red field to cover bleed Red tag logo Specifications The red tag logo should occur only once per piece For instance on a multipage piece the red tag logo would go on the cover but the standard logo would be used for the back cover The red tag logo is reserved for Adobe use only Bottom placement Top placement 0 875 50 px 72 px 0 875 50 px 72 px Minimum clear space Top placement Bottom placement X 25x 25x 25x X 25x 25x 25x7 Adobe Corporate Brand Guidelines Adobe Confidential 25 October 2010 Color The primary use for the Adobe logo is the 2 color version black and Pantone 485 When color or printing prohibits this it may be used in all black or reversed out to white The registration mark should be black or white to match Adobe not red The A inside the logo should always be transparent letting the background color show through The logo can appear on color illustration or photographic backgrounds as long as the legibility and integrity of the logo are not diminished Clear space 2 where there isn t a top or bottom edge from which to hang the tag i e a golf ball pen middle of a document or web page or 3 by third parties under license only partner communications co marketing sponsorships etc The standard logo may be used by third parties under license only Minimum size 9 525 mm 0 375 2 color 1 color Clear space X 5x 5x 5x 5x8 Adobe Corporate Brand Guidelines Adobe Confidential 25 October 2010 Which logo do I use Trying to determine whether to use the red tag logo or the standard logo Here are some questions to ask yourself 1 Is the communication coming from Adobe No Use the standard logo Yes Move on to the next question Third parties should not use the red tag logo When third parties need a logo to represent a partnership sponsorship etc they should use the standard logo Please note Use of the Adobe logo by a third party requires a license agreement 2 Will the logo be acting as an introduction of the brand rather than a sign off Is this the first or only instance of the logo No Use the standard logo Yes Move on to the next question The red tag logo should act as an introduction of the brand and appear only once per piece If the piece in question is multiple pages the red tag logo may be used on the front as an introduction and then the standard logo to close the piece See the next page for examples 3 Is there an edge from which the red tag logo could hang or bleed No Use the standard logo Yes Use the red tag logo An edge can be in print the edge of paper see examples online the edge of the screen the edge of a web banner the edge of an email see examples on tradeshow graphics see examples on some giveaway novelty items such as notepads see examples For your reference the two versions of the logo are Red tag logo placed at top and bottom of page Standard logo9 Adobe Corporate Brand Guidelines Adobe Confidential 25 October 2010 Usage examples Printed communications In almost all instances printed communications coming from Adobe should use the red tag logo Why Printed pieces have an edge from which the red tag logo can hang They may also use the standard logo to close the piece as shown below Here are some examples showing both the red tag and standard logos more on the next page These examples demonstrate how the logo interacts with the content of the piece The red tag logo introduces the message by placing it in a position that visually plays off of the title or subject of the piece The red tag logo should only appear once so the standard logo is used to close the piece i e mailing address back of datasheet or brochure Presorted First Class Mail U S Postage PAID Seattle WA Permit No 2389 Adobe Systems Incorporated 345 Park Avenue San Jose CA 95110 2704 2009 U S BenefitS Open Enrollment Guide Brochure Front Back Adobe Systems Incorporated 345 Park Avenue San Jose CA 95110 2704 USA Adobe the Adobe logo Acrobat and Better by Adobe are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and or other countries All other trademarks are the property of their respective owners 2007 Adobe Systems Incorporated All rights reserved Printed in the USA 95004788 8 07 G en era t e c ont e nt w it h a cos t eff e c t i v e un limi t e d co n c ur r en t us e r mo d el T unn e l we b co nf er en cin g co mm unic a t io n s t hr o ug h HT TP Po r t 80 Distribute and access training thr ough any standard I n ternet br o wser even over a dial up connection Virtual classrooms Deliver live interactive content While virtual classrooms can save time and money if the experiences are static and boring what is the real cost With Adobe Acrobat Connect Pro software you can empower trainers to capture and keep learners attention and help increase knowledge retention by making the experience fun a nd i n ter ac t iv e Yo u can q u ic k l y c re at e on l i ne cla sses wi th c u s t om i z a b le l ay ou t s a nd re u s a b le archived content and connect participants with audio video and interactive simulations to address a variety of learning styles just as you would in a physical classroom With Adobe solutions you can D e li v er an d t rac k Ad o b e P r es en t er co ur s es in side vi r t ua l c l a s s ro oms C u s t o mize c l a s s ro om l ay out s an d s av e t he m as t e mp l at e s for re u s e Us e bre a kout ro oms to fo c u s di s c u s sio n s En a b le all le a r n er s to p rac t ice at t he s am e t i me P r o v ide do w n lo ad a b le re c ord e d s es sio n s E va l u a t e vi r t ua l c l a s s ro om eff e c t i v en es s w it h c u s t o mize d r ep o r ts T rac k in di v id u a l le a r n er pro g re s s Flexible deployment options for organizations of all kinds Adobe has over 25 years of product development experience That s why you can be confident that Acrobat Connect Pro will be ready on day 1 of your implementation whether you re a u n i ve r s it y gove r n m e n t a g e n c y or For t u ne 50 0 en ter p r i s e Built on open standards Acrobat Connect Pro is based on an open extensible architecture that supports cost effective integration with existing infrastructure and future investments Acrobat Connect Pro uses standards such as XML and Java to exchange data and it offers a full developer resource center with hundreds of APIs and software development kits SDKs Products in this solution A d o b e A crobat Connec t Pro A d o b e A crobat Connec t Pro T raining A d o b e C ap t i v a te A d o b e F l a s h Pl a yer For more ination For more details about Adobe solutions for training and eLearning visit Adobe solutions for training and eLearning can trans your agency s online training Acrobat Connect Pro software enables you to deliver real time and on demand training instantly in any bandwidth on many devices Graphic or table Adobe Government and eLearning Solution Brief 50 85 word intro The learning and perance support needs of an increasingly diverse workforce have never been greater Whether it s training new employees helping workers learn new applications or providing situational training to help warfighters and first responders deal with issues immediately there is a very real need for instant cost effective training Duisi blaorpero enisi blaor ing er alis am ipis ad tetumsan ut init delisi bla facidunt dit sustio corperaesto conummod tat am zzriusto Forrester Research notes that 45 of public employees in the United States will be at retirement age within the next 5 years This impending retirement wave is creating a knowledge void in governmen
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