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FASTER FORWARDThe Logo
4 About the Logo
6 Logo Configurations
8 Acceptable Color Variations
10 White Space Guidelines
12 Minimum Sizes
Colors
14 Corporate Color Palette
16 Color Spectrum
Elements
20 Angled Lines
22 Circles
24 Mathematical Elements
26 Design Elements
Photography
27-31
Typography
32 Frutiger
34 Avenir
36 Arial, Trajan
38 Asian Typefaces
40 Dos and Don’ts
Table of Contents Downloading Assets From Aloha
Throughout these Guidelines, various items are available for
download through Aloha (Akamai's internal website).
In order to access these items as an Akamai employee,
you must first be connected to the Akamai network. Then
navigate to http://aloha.akamai.com. From there go to the
Departments tab in the left-hand navigation and find the
Marketing Department. All of the items described as being
downloadable through Aloha should be found there.
Perceived image of a corporation as a whole, this goes beyond the visual aspect and includes
every touch point, every positive or negative experience an individual has with a company
Brand
IdentityVisual that form part of the overall brand. The identity
portrays the business in its simplest form via the use or a mark or icon. The logo provides a shorthand
representation of the companies brand identity.
We’re living in a world where business, entertainment and daily life are
increasingly connected. Billions of people, tens of billions of devices and countless
petabytes of information are all linked. The web is becoming increasingly visual
– with vast quantities of video moving online. Online transactions are moving
rapidly to mobile devices. Enterprise applications are moving to the cloud. We
expect instantaneous, intelligent access from any device.
The Internet is the infrastructure that ties these worlds together. The move to
mobile, the cloud and digital media – the driving forces in our faster forward
world – put new burdens on the Internet and highlight its key weaknesses in
performance, reliability and security.
Akamai makes the Internet fast, reliable and secure. We do this with technology
that optimizes and secures the delivery of all types of online content and business
applications. The continual evolution of our intelligent technology and services
creates an infrastructure that helps to accelerate the pace of innovation.
The potential of the hyperconnected, faster forward world is unimaginable –
it can make our businesses radically more efficient, dramatically expand our
entertainment options and touch every facet of our daily lives.
Akamai’s committed to deliver on this promise by enabling the best online
experiences – those that transform the way people live, work and entertain
themselves.
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SECTION 1
THE LOGO
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"A Brand is not a product or a promise or a feeling. It's the sum
of all the experiences you have with a company.”
Amir Kassaei, CCO, DDB Worldwide
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Logo Configurations
STACKED TAGLINE LOCKUP
A configuration of the tagline “Faster Forward” with the logo is appropriate to sign off Akamai-branded communications, especially advertising and on the back of collateral brochures.
LOGO
This is the primary way the logo is to appear. Neither the waves nor the word "Akamai," can ever exist without each other.
HORIZONTAL TAGLINE LOCKUP
A configuration of the tagline “Faster Forward” with the logo is appropriate to sign off Akamai-branded communications, especially advertising and on the back of collateral brochures.
AKAMAI LOGO CIRCLE LOCKUP
This configuration is only to be used when size or space limitations do not allow for the full Akamai logo to be used.
NOTE: Usage is on a case-by-case basis approved by Creative Strategies.
Please contact creative@akamai.com
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The logo consists of two basic elements: the blue wave-like symbol and the word
“Akamai” (known as the logotype.) The wave symbol cannot appear without the
logotype. The company tagline “Faster Forward” is a third element that may be used
with the logo. The electronic artwork can be downloaded from Aloha.
Download logo files: https://aloha.akamai.com/marketing.
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Acceptable Color Combinations
ONE-COLOR POSITIVE LOGO
Use the black or gray 1-color version when color usage is restricted or when using a black and white laser printer. It is not acceptable to use an all-blue or all-orange Akamai logo.
BLUE AND ORANGE POSITIVE LOGO
Use the 2-color version for offset printing when both PMS 2925 and PMS 144 spot inks are available. This should also be used for in-house color laser printers.
ONE-COLOR REVERSE LOGO
Use the “white” 1-color version when color usage is restricted or when using a black and white laser printer.
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Blue and orange form the basis of Akamai’s corporate color palette. The
positive color variations shown on the next page are the only ways in which the
Akamai logo should be used. Any other logo combinations or variations should not be created.
A blue and orange logo on a white or black background is the ideal way to display the identity.
Download logo files: https://aloha.akamai.com/marketing
1110 11
White Space Guidelines
X EQUALS HALF THE HEIGHT OF THE AKAMAI WAVE
x
x
x
x
x
x
x
x
x
x x
x
x
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The logo has the most impact when there is a significant amount of “white space”
around it. Use half the measurement of the height of the wave (represented here by
“x”) as a minimum distance around the logo. While this is the minimum amount of white space
that should be used around the logo, ideally the amount should be greater.
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Minimum Sizes 0.75" minimum
0.825" minimum
0.825" minimumHORIZONTAL TAGLINE LOCKUP
When the horizontal tagline lockup is being used, the blue waves and orange letters combined must be no less than 0.825 inches wide.
STACKED TAGLINE LOCKUP
When the stacked tagline lockup is being used, the blue waves and orange letters combined must be no less than 0.825 inches wide.
LOGO
When the plain logo is being used, it must be no less than 0.75 inches wide.
Special Exceptions Regarding Symbol and Typography
There are particular usages, which you may have already noticed, that “break” the rules established at the beginning of this section. If contemplating ANY exception to the rules regarding the logo, please consult the Creative Strategies department directly.
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Although the logotype and symbol remain legible at very small sizes, avoid using the
artwork below the minimum recommendations shown here. Do not reduce the logo and tagline
lockup to less than 0.825” in width, or the tagline will be very difficult to read.
PRIMARY COLORS
The Primary Colors are used to represent Akamai in the logo and waves.
SECONDARY COLORS
Each of the Secondary Colors are used as accent and background colors, or to represent the solutions
Cloud Security Media Delivery Web Performance Cloud Networking Network Operator
Courageous, strong, powerful & determined
1797c
Innovative, creative, uplifting & exciting
241c
Powerful, intelligent, & sophisticated
267c
Powerful, expansive, stable, trusted & intelligent
072c
Reliable, safe, stable, durable & consistent
376c
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Pantone 144c
CMYK 0.48.100.0
RGB 255.153.51
Hex #FF9933
Pantone 2925c
CMYK 85.24.0.0
RGB 0.153.204
Hex #0099CC
Pantone Cool Grey 11
CMYK 49.41.38.4
RGB 136.136.140
Hex #54565bFAST RELIABLE
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SECURE
Corporate Color PaletteThese colors can serve as accent colors for
image maps, reports, exhibits, charts, etc. The Pantone® indications should serve merely as a
reference when comparing output from different color printers. The CMYK mixes may need to be
adjusted for different machines.
SECTION 2
COLORS
BRIGHTNESS lighterdarker
SATU
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Nde
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rate
dsa
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BRIGHTNESS lighterdarker
SATU
RA
TIO
Nde
satu
rate
dsa
tura
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PMS144
PMS2925
K
BRIGHTNESS lighterdarker
SATU
RA
TIO
Nde
satu
rate
dsa
tura
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BRIGHTNESS lighterdarker
SATU
RA
TIO
Nde
satu
rate
dsa
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PMS144
PMS2925
K
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Color Spectrum
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The color spectrums shown here illustrate the flexibility of color usage. All colors used
(outside of the logo) can be altered to align with various audiences and use case scenarios.
SECTION 3
ELEMENTS
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Represents the fast and forward momentum of the Akamai brand and solutions.
Angle
CircleUsage of the circle illustrates the connectivity and
reliability of the Akamai brand and platform.
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Angled Lines 63° Angled lines are used to show fast forward motion. They must always be based off the first diagonal stroke in the letter A from the logo. The angle hints to the forward slashes in http://.
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Circles Circles are used to convey connectivity, reliability and trust. Avenir is a geometric typeface, making it Akamai’s perfect match.
internet.
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Mathematical Elements Mathematical elements are used sparingly to tie back to Akamai’s roots. The infinity sign symbolizes Akamai’s pervasiveness & availability.
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Is the foundation of our Intelligent platform which makes us faster, more reliable and more secure than any other cloud platform. Ties to Akamai’s roots at MIT and resonates with our math-oriented target audience.
Math is the foundation of our Intelligent Platform, which makes us faster, more reliable and more secure than any other cloud platform. Ties to Akamai’s roots at MIT and resonates with our math-oriented target audience.
This example shows some of the various ways the elements can be combined to create unique ways to express the brand. Each uses the same core elements of the brand in different ways –this provides the flexibility for the elements to be tailored for different audiences.
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Design Elements
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The photography should convey a feeling of wonder, the future and moving forward. This
is conveyed through a combination of lighting, color and camera position. Warm tones, strong
color and motion, or action when appropriate to the subject matter help to support the forward
thinking, innovative promise of the Akamai brand.
SECTION 4
PHOTOGRAPHY
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The primary typeface for the Akamai brand is Frutiger. This font is necessary for creative
assets such as printed collateral, event graphics, signage, etc. There are many different weights
of Frutiger (a few of which are shown on the next page) that can be used for emphasis and varying
levels of hierarchy.
Download: https://aloha.akamai.com/html/departments/marketing/fonts_secondary.html
SECTION 5
TYPOGRAPHY
PRIMARY COLORS
The Primary Colors are used to represent Akamai in the logo and waves.
Aa
Aa
FRUTIGER 45 LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
FRUTIGER 47 LIGHT CONDENSED
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Aa
Aa
FRUTIGER 65 BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
FRUTIGER 67 BOLD CONDENSED
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
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Frutiger
Aa
Aa
AVENIR LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
AVENIR LIGHT OBLIQUE
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Aa
Aa
AVENIR HEAVY
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
AVENIR HEAVY OBLIQUE
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Avenir
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Avenir translates to future which is one of the many ways that it supports all the char-
acteristics that are Akamai – premium, clean, modern and approachable. The characters are
more geometric than Frutiger, and the periods and dots for the I’s and j’s are perfect circles, re-
flective of the circle elements in the Akamai brand. It works well with Frutiger, it was designed by Adrian
Frutiger as a modern update of this iconic typeface.
Download: https://aloha.akamai.com/html/departments/marketing/fonts_sec-ondary.html
Aa Aa
Aa
ARIAL
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
TRAJAN PRO REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
AaARIAL ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
TRAJAN PRO BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Arial
Trajan
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This font is used for on-screen assets such as PowerPoint Presentations, Word Docu-
ments and Emails.
This font is used for documents with large amounts of text.
MHEI HKS MEDIUM (CHINESE)
MHEI HKS MEDIUM (CHINESE)
MHEI HKS BOLD (CHINESE)
TB GOTHIC MEDIUM (JAPANESE)
Asian Typefaces TB GOTHIC SUPERLIGHT (JAPANESE)
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Specific typefaces with similar characteristics to our primary typeface,
Frutiger, have been identified for Chinese, Japanese and Korean. It is important that
individuals in those offices use these typefaces for both web and printed material.
Download: https://aloha.akamai.com/html/departments/marketing/fonts_secondary.html
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As the global leader in Content Delivery Network (CDN)
services, Akamai makes the Internet fast, reliable and
secure for its customers. The company’s advanced web
performance, mobile performance, cloud security and
media delivery solutions are revolutionizing how businesses
optimize consumer, enterprise and entertainment
experiences for any device, anywhere. To learn how Akamai
solutions and its team of Internet experts are helping
businesses move faster forward, please visit www.akamai.
com or blogs.akamai.com, and follow @Akamai on Twitter.
©2015 Akamai Technologies, Inc. All Rights Reserved. Reproduction in whole or in part in any
form or medium without express written permission is prohibited. Akamai and the Akamai wave
logo are registered trademarks. Other trademarks contained herein are the property of their
respective owners. Akamai believes that the information in this publication is accurate as of its
publication date; such information is subject to change without notice. Published 02/14.
FASTER FORWARD
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