trend micro brand corporate identity standards
TRANSCRIPT
Trend Micro BrandCorporate Identity StandardsHigh-Level Launch MaterialsTrend Micro Corporate Identity Standards – Worldwide Updated January 2009
Confidential
2
Contents
Brand Strategy 3
Importance of Brand Identity 4
Brand Promise and Personality 5
Design Approach 6
Brand Identity Framework 7
Brand Logo 8
Hierarchy 9
Color Options 10
Tagline Usage 11
Usage on Imagery 12
Clear Space and Minimum Size 13
Improper Brand Logo Usage 14
t-Ball Logo Usage 15
Improper Usage 16
Smart Protection Network Logo 17
Branded Applications 18
Branded Color and Size 19
Non-Branded Applications 20
Non-Branded Color and Size 21
Ingredient Logo 22
Backgrounds and Clear Space 23
Minimum Size and Improper Use 24
Partner & Program Logos 25
House Call Logo 26
Trend Labs Logo 27
Color Palette 28
Typography 29
Typography 30
Photography 31
People Photography 32
Correct Photography Usage 33
Incorrect Photography Usage 34
Correct Packaging Photography Usage 35
Voice Style 36
Copy Guide 37
Process 38
Brand Asset Management 39
3
Brand Strategy
3
Welcome to the global Trend Micro Corporate Identity
Standards. This document will be your toolkit in building
the materials that will promote the Trend Micro brand
worldwide. Please direct any questions on executing against
these guidelines to the Corporate Branding Team, see page
39 for contact information.
Trend Micro has a rich history of dedicating itself to
continuous technological innovation. By enabling and
accelerating the digital revolution, Trend Micro established
itself as a global technology leader. And we’ve consistently
stayed ahead of the game with rock-solid secure content
and threat management solutions.
We take a forward-thinking approach to addressing rapidly
evolving security threats. We provide support our customers
can count on through seamless and scalable solutions. Our
innovative security portfolio, responsive service and global
focus empower our customers by creating a secure environ-
ment for exchanging digital information.
4
Importance of Brand Identity
4
The Trend Micro brand identity is vital to our success and is
key to realizing our future. Strong brands attract customers
and partners, inspire loyalty, allow premium pricing and
have the elasticity to extend to new areas of opportunity.
Investment in our brand identity is essential to strengthening
it. To realize the full benefit of this investment and to remain
cost effective, we must communicate the brand with clarity
and strength. This will allow us to drive forward and succeed
in a constantly changing marketplace.
In all applications and across all audiences, in any language
and in any country, through the consistent visual and
verbal application of our brand identity, Trend Micro will
be recognized instantly—and its brand promise will be
immediately understood.
To achieve this goal, we are each responsible to ensure
that all communications, regarding any of our products,
technologies or initiatives, are closely aligned with our
brand identity. This means taking great care when building
communications with our basic elements, and fully
understanding the simplicity and elegance of our brand
identity. It is this effort that will continue to drive equity
back into the Trend Micro brand.
5
Brand Promiseand Personality
5
Trend Micro is always there for you and always looking ahead.
We are responsive. We work nimbly and adaptively to address
the ever-changing threats on the Web. To ensure content is
protected and our customers have peace of mind. Because it’s
not just about viruses anymore, Trend Micro takes a global,
forward-looking approach to defending the network against
all manner of rapidly evolving security threats.
We are approachable. Our focus goes beyond the network. It’s
about protecting people, empowering them to use technology
to its greatest potential. We work closely with our customers.
Look at things from their perspective. We’re like the friend
that always responds, always supports and always gives the
latest, expert-level security advice—whether it’s about
managing content or outmaneuvering spyware, spam and
phishing threats. We are also the friend who will give an honest
answer, even if it’s hard to hear. This kind of “tough love” is
best represented in the Think Again campaign.
We are determined. It’s a goal we pursue relentlessly:
putting the customer in control in an insecure world. No
matter where they go throughout the Web, they’re always
prepared—with absolute, ongoing information security.
Trend Micro is always there for our customers.
Trend Micro is approachable and smart.
Trend Micro is global and forward-thinking.
6
Design Approach
6
Design is where all the components of a brand come together
and come to life in visual form.
Stand-alone imagery and color fields are not in and of
themselves ownable. More than an assemblage of parts, the
design of Trend Micro materials is a planned and strategic
effort, with attention given to each and every detail. From the
colors employed to the materials used, every choice should
aim to effectively communicate the brand identity and brand
personality, as articulated on the previous page.
Trend Micro design style should always be inviting and
approachable. That means keeping the look and feel clean and
uncluttered. Balance the use of red with ample white space.
Give type the room it needs to be easily read and understood,
especially when placed on photography.
It is the unique combination of the corporate logo, fonts,
colors, photography and copywriting that help viewers
instantly recognize branded materials as belonging to Trend
Micro. Those elements are defined on the following page.
Masterbrand
Trend Micro Red
Voice Style
Confident
Intelligent
Positive
Human
Color Palette
Photography
Typography
InterState
Brand IdentityFramework
7
Trend Micro is a company on the forefront of
a great evolution. Therefore, our look and feel
reflects a fresh approach that utilizes various
brand elements to communicate Trend Micro’s
innovative and proactive benefits.
The brand elements are the building blocks of
our brand identity, which informs how we look,
what we say and what we sound like to our
customers worldwide.
Brand Logo
8
The Trend Micro brand logo is comprised of the t-Ball icon
placed next to the properly typeset words “Trend Micro.” This
graphic symbol identifies the source of goods and services
offered for sale by Trend Micro Group of Companies, Trend
Micro Incorporated (Japan), and each of its subsidiaries.
The logo should appear on all Trend Micro publications
including corporate information, technical and marketing
collateral, in print or in electronic form; items used for
promotional giveaways; print and online references to
Trend Micro Incorporated or subsidiaries; and other
company identification materials (e.g. letterhead, business
cards, presentation templates, banners and signage).
The logo is intended for use solely by Trend Micro Japan
and its subsidiaries. The logo may also be used with prior
written authorization by Trend Micro partners, resellers, or
distributors.
Tier 1 Primary Brand Secondary Branding
Tier 2 Corporate Technology Corporate Ingredient
Tier 3 Corporate Product/Program
Tier 4 Product Sub-Brand
Brand Logo Hierarchy
9
Think of our brand hierarchy as a kind
of family tree, with the corporate
master brand as most important, the
brand from which all the others were
developed. Second to the corporate
master brand are the corporate
technology and corporate ingredient
brands (read more about these on
page 17). Note that these brands do
not stand alone, but include Trend
Micro.. The same is true for the third
level, which includes product and
program branding. The fourth level
is the product sub-brand level, which
includes HouseCall and TrendLabs. In
order to promote recognition of our
Primary Brand leveraging our Master
Brand, Product Sub-Brand logo devel-
opment is not encouraged except
when the Product or Sub-Brand name
have greater awareness than the
Master Brand mark.
Premium Partner
Premium Partner
These are examples and not inclusive of all logos that fit these categories
These are examples and not inclusive of all logos that fit these categories
Brand LogoColor Options
10
Trend Micro brand marks are a powerful representation
of the company and should always be visually distinct
from the surrounding space.
The full color versions of the brand logo should be used
wherever possible. The preferred color for the Trend
Micro brand logo is Trend Micro Red with black type on
a white background.
If the background is darker than a 40% black value, the
logo version with white type should be used for proper
contrast. Please ensure that the shadow shape blends
into the background by applying a "multiply" to it from
the transparency drop-down menu.
When printing limitations restrict the use of spot color
or four-color process, the Trend Micro corporate logo is
available for use in flat red, black or grey or reversed out
of red, black or grey.
Trend Micro brand logo on white background
Preferred Usage
Trend Micro brand logo reversed out of black
Tertiary Usage
Solid red White reversed out of red
Solid black White reversed out of black
70% black White reversed out of 70% black
Secondary Usage
Brand LogoTagline Usage
11
Securing Your Web World
Trend Micro provides the security you need
to explore your world. We strive to make sure
the evolving threats of the Web never stand
between you and your goals and your potential.
Our tagline complements and reinforces the
brand logo, in which the “t” encircles the globe—
protecting and empowering.
It’s important that the Trend Micro corporate
logo with tagline is always used in its correct,
trademarked form. It should never be altered in
shape, proportion or set in a different typeface,
nor should it appear in any other than the
approved colors shown in this guide.
The simplest way to ensure you are using the
logo in its correct form is to always use the
official artwork provided on our intranet.
https://myhome.trendmicro.com/branding
Proper Usage
Horizontal version lockup
Stacked version lockup
Securing Your Web World
Securing Your Web World
Minimum print material size:
1”/2.54 cm wide
Minimum print material size:
2.25”/5.715 cm wide
Minimum online size:
108 pixels wide
Minimum online size:
261 pixels wide
Brand LogoUsage on Imagery
12
Preferred Usage
When placed on a four-color photographic
background, the brand logo must be legible.
Be sure it's highly visible and not obscured by
a distracting background. On a dark background,
use the version of the logo with white type and
on a light background use the version with black
type as shown in the 2 examples on the right.
Secondary Usage
If the background is red or any color that blends
with the 4-color version of the logo, then the
secondary version of the logo should be used.
Please use the secondary version that contrasts
the most on the background image.
Preferred Usage
4-color version of the Brand logo applied on backgrounds with sufficient contrast
Secondary Usage
Secondary versions of the Brand logo applied on backgrounds with sufficient contrast
Brand Logo Clear Space and Minimum Size
13
Clear space and minimum size for the Trend Micro brand
logo has been established to ensure maximum visibility
and legibility.
Be aware of the clear space and minimum space that must
be maintained around the logo. Be sure the area is even
and free from any interfering graphics.
The minimum width of the logo in print materials is 1”
or 2.54 cm. For online applications, the logo should
appear no smaller than 62 pixels wide.
For smaller applications, the tertiary versions should be
used to maintain integrity of logo with less detail.
There is no maximum size for the brand logo. In the event
that the logo appears larger than three feet wide, make
sure to use the proper artwork that adjusts the size of the
trademark symbol (™) accordingly.
Clear space
Minimum print material size:
1”/2.54 cm wideMinimum online size:
62 pixels wide
Securing Your Web World SECURING YOUR WEB WORLDSecuring Your Web World
TRENDM I C R O
Improper BrandLogo Usage
14
In order to build the equity and recognition of the brand logo, it is imperative that it
be used in a consistent and legible manner. Altering the logo may degrade its value
and recognizability. Below are examples of unacceptable logo alterations.
Do not outline the logo Do not change the color
of the logo or letters
Do not distort the logo Do not make a pattern
of the logo
Do not place logo in
a holding shape
Do not rotate or angel
the logo
Do not change
the typeface
Do not add
graphic elements
Do not make "t" any color other
than white
Do not use the 20th Anniversary logo,
this was retired at the end of 2008
Do not apply gradient or
pattern to the logo
Do not change the color
of the tagline
Do not change the size or
placement of the tagline
Do not change the typeface
of the tagline
t-Ball Logo Usage
15
Definition of Logo
The t-Ball logo without the accompanying “Trend Micro” text
(standalone format) is an abbreviated form of the Trend Micro brand
logo. The t-Ball logo should only be used instead of the Preferred,
complete Trend Micro logo when space is limited (examples: System
Tray Icon, chart or diagram), or the page, screen or piece is already
Trend Micro branded with the complete logo (as a graphic element
(ads at right) or in a diagram). The t-Ball logo may be used in all regions
without any restrictions.
Logo Usages
The t-Ball may be used in advertising and collateral as a graphic
element to anchor a concept as seen in the print ad to the right.
Guidelines for use:
• The t-Ball logo can only be used in the same approved forms and
executions as the full Trend Micro logo (shown at right).
• The t-Ball logo can not be used with the Trend Micro tagline.
• The t-Ball logo can not be modified (stretched, color changed,
slanted, etc.).
• Because the uses for this logo are more graphical, there are no
sizing or spacing restrictions around the use of the t-Ball logo.
t-Ball logo
Print ad
t-Ball LogoImproper Usage
16
Improper Usage
Specific use of the t-Ball logo in print/online
advertising and collateral is not to be replicated by
agencies/vendors other than the ones producing
those specific advertising and collateral pieces.
tDo not outline the logo Do not change the color of the logo Do not distort the logo
Do not rotate or angle the logo Do not change the typeface Do not add graphic elements
Do not make a pattern of the logo Do not place logo in a holding shape Do not change the color of the letters
Improper Usage
Do not use the logo as a
watermark at any size
17
Smart Protection Network Logo
The Trend Micro Smart Protection Network can be represented by
two different logos specifically designed for distinct applications
to global audiences. Please identify the proper logo for usage
based on the descriptions below and the guidelines provided.
Branded Applications
In all cases where the Trend Micro logo is present, use the
branded version of the Smart Protection Network logo (globe icon
with verbiage) to represent the Trend Micro Smart Protection
Network. Trend Micro branded websites, collateral, packaging, and
advertising are all examples where this branded version of the
logo should be employed. DO NOT USE the non-branded (partner/
affiliate) version of the logo on Trend Micro-owned properties
(packaging, presentations, websites, collateral or advertising).
Non-Branded Applicatons
When the Trend Micro Smart Protection Network logo is used in
environments outside of the Trend Micro properties (packaging,
presentations, websites, collateral, or advertising), the non-branded
version of the logo should always be used. Partner/affiliate websites,
collateral pieces, and packaging are all examples of where the non-
branded Trend Micro logo should be employed. DO NOT USE the
branded version of the logo in non-branded properties.
Logo for Branded Applications
Logo for Non-Branded Applications
18
Smart Protection Network Logo:Branded Applications
Logo Colors
The Smart Protection Network logo can appear in black and
white or full-color. When possible, use the full-color version.
General Rules for Logo Usage
· Do not alter in any way (shape, color, configuration, etc.).
· The horizontal version of the logo is preferred and is your primary option.
· The vertical version is a secondary option.
· The “type treatment” version should be used only when limited space precludes you from using “full” versions.
· Do not translate or localize into any other language.
· The icon portion of the branded logo (abstract globe with protective rings) can be used as a stand-alone graphic similar to the t-Ball from the corporate logo.
– “Trend Micro™ Smart Protection Network” text to appear elsewhere on the page or screen.
– Background and sizing restrictions outlined here do not apply.
Improper Usage
Do not position Smart Protection Network logo in close proximity to corporate logo.
Preferred Usage
Secondary Usage
Improper Usage
Tertiary Usage
This version of the logo should only be used in rare cases where space does not permit the use of the entire logo (including globe icon)
19
Smart Protection Network Logo:Branded Color and Size
Full-color for white background use only Contained full-color logo for solid background
Black for white background use only Contained black-and-white for solid background
Full-color for white background use only Contained full-color logo for solid background
Black for white background use only Contained black-and-white for solid background
Print Media and Screen/ Online MediaMinimum size: 1.165”/3 cm wideMinimum online size: 84 pixels wide
Print Media and Screen/ Online MediaMinimum size: 0.95”/2.43 cm high Minimum online size: 69 pixels high
Preferred Version: Color Options
Preferred Version: Minimum Size Tertiary Version: Minimum SizeSecondary Version: Minimum Size
Secondary Version: Color Options
Print Media and Screen/ Online Media (Type only version)Minimum size:0.57”/1.45 cm wideMinimum online size:41 pixels wide
20
Smart Protection Network Logo:Non-Branded Applications
Logo Colors
The Smart Protection Network logo can appear in black and
white or full-color. When possible, use the full-color version.
General Rules for Logo Usage
· Do not alter in any way (shape, color, configuration, etc.).
· The horizontal version of the logo is preferred and is your primary option.
· The vertical version is a secondary option.
· Do not translate or localize into any other language.
Preferred Usage
Secondary Usage
21
Smart Protection Network Logo:Non-Branded Color and Size
Full-color for white background use only White for solid backgroundBlack for white background use only
Full-color for white background use only White for solid backgroundBlack for white background use only
Print Media and Screen/ Online MediaMinimum size: 1.165”/3 cm wideMinimum online size: 84 pixels wide
Print Media and Screen/ Online MediaMinimum size: 0.95”/2.43 cm highMinimum online size: 69 pixels high
Preferred Version: Color Options
Preferred Version: Minimum Size Secondary Version: Minimum Size
Secondary Version: Color Options
Ingredient Logo
22
The ingredient logo is a graphic symbol for the purpose
of identifying Trend Micro as an ingredient in a third party
product. The ingredient logo should also appear on all
co-branded publications.
Partners will benefit from using the ingredient logo as it
connotes market leadership and content security expertise
to IT managers, administrators and purchasers. Third
party products can leverage the global strength of the
Trend Micro brand as well as emphasize the additional
security Trend Micro technology provides.
Logo Configurations
The ingredient logo can appear in two configurations:
horizontal (preferred logo forms for print)
or vertical (preferred logo forms for online/screen).
General Rules for Ingredient Logo Usage
· The ingredient logo artwork may not be altered in any way, including using the t-Ball logo forms separately from the company name.
· The ingredient logo may not be translated or localized into
any other language.
· Acronyms may not be used in the ingredient logo.
· When used by authorized third parties, the logos must be
larger than or of equivalent size as third party logos.
· The ingredient logo may be used with no more than 3 other
ingredient logos.
· The ingredient logo must always remain encapsulated
within the rounded rectangle line or color.
The creation of additional ingredient logos is prohibited
due to the potential for weakening the Trend Micro brand.
23
Preferred Form Alternate Forms Black & White Form
x
x
Ingredient LogoBackgrounds and Clear Space
23
Backgrounds
Both configurations of the Trend Micro Secure logo can
appear in three different colors; black, gray, or white. Use the
logo that maximizes the contrast with its background color.
Example: Use the black logo on a white background and a
white logo on dark background. Note that the alternate form
on the grey background represents a metal surface and should
not be used otherwise. There is also a black-and-white version
for use on colorless applications only. Use the variation most
appropriate to the material, audience, and budget. Note that
the “t” shape in the sphere is always white regardless of
background color except in the black-and-white version.
Clear Space
The ingredient logo requires appropriate clear space.
A minimum amount of space must be left between the logo
and any other object such as type, other logos, borders,
edges. The border of space around the logo must be “x”
wide, where “x” equals the height of the t-Ball in the logo.
Under no circumstances should the logo be split between
two background colors or other types of design elements.
Print Application Logo
This logo is to be used for all
approved hardware applications,
packaging, datasheets, white papers,
advertising, presentations, and all
other marketing materials.
Online Application Logo
This logo is to be used for all
approved online co-branding
initiatives involving partner
websites, the Trend Micro
website, and all other online/
screen applications.
24
Ingredient Logo Minimum Size and Improper Use
24
Minimum Size
The integrity of all elements of the Ingredient logo should
be maintained when resizing. For example, the logo type
and trademark notations must be readable; in no case
should the logo appear at such a small size that these
conditions are not met.
Improper Usage
In order to build the equity and recognition of the Ingredient
logo, it is imperative that it be used in a consistent and
legible manner. Altering the logo may degrade its value
and recognizability. Below are examples of unacceptable
logo alterations.
Print MediaMinimum size:0.65"/1.7 cm wide
Screen/Online MediaMinimum online size:128 pixels wide
Don't stretch logo disproportionately Don't use logo on unacceptable backgrounds
Don't set logo at any angle Don't size logo smaller than minimum requirements
25
Partner & Program Logos
Creation of Partner and Program supporting logos
Creation of partner or supporting logos must be approved
by brand team prior to use. Partner logos are intended
to denote an official Trend Micro partnership (such as
“Premium Partner” or “Technology Partner”), or when
there is a specific group that wants to set themselves apart
from the general corporate umbrella (such as “Trend Micro
Network Services”).
Logo/Background Colors and Size
A partner logo can only be used in full color, and should only
be used on a white background or contained within a white
box. When resizing, maintain integrity of all logo elements
and be sure to follow the minimum size requirements.
General Rules for Logo Usage
· Do not alter in any way (shape, color, configuration, etc.).
· Do not translate or localize into any other language.
· Only use with the approved tagline or no tagline.
Premium Partner
Premium Partner
Full Color on White Background
Premium Partner
Minimum print material size:
1”/2.54 cm wide
Minimum online size:
108 pixels wide
Premium Partner logo examples:
26
House Call Logo
Definition of Logo
The HouseCall logo is a graphic symbol that identifies
HouseCall to a Trend Micro global audience. The
logos should appear on all appropriate HouseCall
communications, including technical and marketing
collateral, in print or electronic form. They are not for
partner or affiliate use.
Logo/Background Colors and Size
The HouseCall logo can only be used in full color. To ensure
legibility, the HouseCall logo should only be used on a white
background or contained within a white box. When resizing
the logo, maintain the integrity of all logo elements and be
sure to follow the minimum size guidelines.
General Rules for Logo Usage
· Do not alter in any way (shape, color, configuration, etc.).
· Do not translate or localize into any other language.
· Only use with the approved tagline or no tagline.
Screen/Online MediaMinimum online size:142 pixels wide
Print Media without TaglineMinimum size:0.6"/1.5 cm wide
Logo on white background Contained logo on black background
27
Trend Labs Logo
Definition of Logo
The TrendLabs logo is a graphic symbol that identifies
TrendLabs to a Trend Micro global audience. The
logos should appear on all appropriate TrendLabs
communications, including technical and marketing
collateral, in print or electronic form. They are not for
partner or affiliate use.
Logo/Background Colors and Size
The TrendLabs logo can appear in black, full color and
white. When possible, use the full color version. In digital
formats, avoid using the tagline version unless legible.
General Rules for Logo Usage
· Do not alter in any way (shape, color, configuration, etc.).
· Do not translate or localize into any other language.
· Only use with the approved tagline or no tagline.
Print Media without TaglineMinimum size:0.6"/1.5 cm wide
Print Media with TaglineMinimum size:1.18"/3 cm wide
Screen/Online MediaMinimum online size:62 pixels wide
Full color on white background Black on white background White on red background
Masterbrand Color Palette
Spot CMYK RGB Online RGB Hex
White 0/0/0/0 255/255/255 FFFFFF
485C 0/99/100/0 255/0/0 FF0000
Black 0/0/0/100 0/0/0 00000
Grey 0/0/0/70 88/89/91 424242
Spot CMYK RGB Online RGB Hex
143C 0/35/85/0 232/174/74 E8AE4A
221C 0/100/15/30 150/0/91 96005B
279C 68/34/0/0 80/145/205 5091CD
283C 35/9/0/0 172/202/235 ACCAEB
Secondary Color Palette
Color Palette
28
The cornerstone of the Trend Micro color palette is Trend
Micro Red, which, along with white and black, constitutes
the primary color palette. To emphasize the positive,
approachable nature of the Trend Micro brand, use black
sparingly. The combination of red and white is preferred.
The grey color will be used primarily for body copy and
headline treatments. The mix that is to be used for text and
typography is 70%. While all kinds of gradations/values of
grey can be used visually, they should not dominate the
composition. Grey should be used in moderation so as not
to detract from the clean, positive, white overall look of
Trend Micro.
The secondary color palette is composed of warm, lively
colors with a positive, yet technical feel that complement
the brand by adding a sense of humanity and warmth. They
should be used as accent colors to complement the Trend
Micro Red and should not be used in large color fields or
without the existence of the Trend Micro Red. These colors
are not intended to be used to differentiate sections like
“product lines,” “segments” or “regions.”
Typography
29
Primary Font
InterState is the Trend Micro primary font. Its clean
precision captures Trend Micro's drive and intelligence;
its modern aesthetic conveys a focus on the future;
and its engaging, human quality is reader-friendly and
approachable. InterState should be used in headlines
and body copy for all distributed marketing materials.
Trend Micro Primary Font
Interstate Typefaces
Interstate LightInterstate Light ItalicInterstate RegularInterstate Regular ItalicInterstate BoldInterstate Bold Italic
InterStateABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890$%@.,?!:;=+
Substitute Font
Arial, the Trend Micro substitute font,
may only be used when the InterState
font is not available, and is most
appropriate for use in PowerPoint
and general communications such
as letters, memos and more.
Online Font
Arial, the new Trend Micro online font,
is restricted to online use, and is most
appropriate for generating HTML
text for online applications and other
Web instances.
Serif Font
Garamond, the Trend Micro serif font
is only to be used for typesetting long,
text-intensive documents such as legal
documents, whitepapers, and books to
help with legibility.
Typography
30
Verdana RegularVerdana ItalicVerdana BoldVerdana Bold Italic
Arial RegularArial ItalicArial BoldArial Bold ItalicArial Narrow RegularArial Narrow Bold
Online Font
Garamond RegularGaramond ItalicGaramond BoldGaramond Bold Italic
Serif FontSubstitute Font
Verdana RegularVerdana ItalicVerdana BoldVerdana Bold Italic
Arial RegularArial ItalicArial BoldArial Bold ItalicArial Narrow RegularArial Narrow Bold
Online Font
Garamond RegularGaramond ItalicGaramond BoldGaramond Bold Italic
Serif FontSubstitute Font
Verdana RegularVerdana ItalicVerdana BoldVerdana Bold Italic
Arial RegularArial ItalicArial BoldArial Bold ItalicArial Narrow RegularArial Narrow Bold
Online Font
Garamond RegularGaramond ItalicGaramond BoldGaramond Bold Italic
Serif FontSubstitute Font
Verdana RegularVerdana ItalicVerdana BoldVerdana Bold Italic
Arial RegularArial ItalicArial BoldArial Bold ItalicArial Narrow RegularArial Narrow Bold
Online Font
Garamond RegularGaramond ItalicGaramond BoldGaramond Bold Italic
Serif FontSubstitute Font
31
Photography
31
Photography is a vital part of the Trend Micro brand identity.
Through rich, conceptually driven photography, we express
the benefits of the brand beyond the tangible world of online
security, by elevating evidence of its indelible impact on the
daily life of its users. This includes well-crafted, graphically
simple images that focus on confident, secure and positive
end-users in natural realistic states. The approach exemplifies
Trend Micro’s promise to keep people protected from
threats and exudes a modern, innovative air. It is relaxed yet
intelligent. Bold and forward looking.
Full-bleed imagery is to be used when possible, to help
communicate a reinvigorated Trend Micro, signaling
our vision.
Please keep in mind that our imagery needs to be culturally
sensitive and universal. We need to be conscious of its global
usage and clearly communicate our commitment to diversity.
Diversity is represented by gender and ethnicity as well
as by age.
A photo library of brand-approved images is available on the
intranet and on an external FTP site for use by registered
vendors on behalf of Trend Micro. A login and password is
required to access these files:
https://trendmicro.gettyimages.com/mm/actions/login.do
People Photography
32
When developing people photography, consider the following:
· Create images that are aspirational in nature, focusing
on the result (benefit) not the process (technology).
· Focus on the people and their expressions, environments
are secondary.
· Direct the talent to look upward, with a sense of wonder
and fascination—the “ah-ha” moment.
· The images need to be emotional in nature, have
an intimacy about them—should be captivating.
· The style is very human and emotional but not
cliché or sentimental.
· Use photography with bright colors for a positive,
uplifting impression.
Correct Photography Usage
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People & Places
Background is always secondary to people. Show inspiration and collaboration.
Choose everyday people.
Use natural environments.
People should be confidently focused on the task at hand.
Objects & Environments
Use unique angles when showing products and hardware.
Choose sleek, contemporary architecture.
Color should be vivid and saturated.
Incorrect Photography Usage
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Avoid staged situations.
Everyone should be participating, no one stands apart.
Do not use clichéd imagery or show situations without a beneficial result.
Avoid imagery that is chaotic orshows insecurity.
Avoid dark or shadowy imagery.
Do not show older technology.
Staged business scene Stands apart Complicated background Lacks excitement
Staged office scene Cannot see face Business cliché Lacks activity
Confronts camera lens Staged technology use Too much excitement Turned to camera
Outdated technology Shot head-on Dark shadows Colorless, uninteresting
Correct Packaging Photography Usage
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Packaging
The use of packaging shots for both online and offline
should imitate the shot displayed on this page.
The perspective of the shot should always be angled so
that the left side (shadow side) of the box is visible. The
right side and back of the box should never be seen.
The front of the package should not be altered in terms
of contrast or lighting effects. The left side is darkened
and there is a small shadow being cast off the lower left
corner of the box. Use a gaussian blur filter to ensure
that the shadow matches the one to the right. Also, use
a small drop shadow around the top, right and bottom
of the package.
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Voice Style
36
Definition
Brand voice brings a brand to life in written and spoken
word. More than just good writing and presentation style,
it’s about the language, tone and personality with which
a company or organization speaks to its customers
and partners worldwide.
Imperatives
· Our voice must communicate our brand promise
and personality—we must sound like who we are
and what we stand for.
· Everything and everyone that interacts with customers
or partners on behalf of Trend Micro must speak with
one voice—the Trend Micro brand voice. It must extend
to all communications, from PR to advertising to annual
reports to automated customer support messages. Our
voice must be clear and consistent to help identify and
strengthen our brand globally.
Result
By using Trend Micro’s unique brand voice, you will ensure
greater consistency, distinguish your product, campaign
or program in the marketplace, and build equity in the
Trend Micro brand.
Voice
The Trend Micro voice is positive, intelligent, confident,
trustworthy, clever and human.
As a content security provider, our voice should always
inspire trust. It should not rely on scare tactics. Never discuss
threats without providing a solution. When addressing fears,
always be reassuring. We're human, too. We look to the future,
and speak with intelligence and authority.
Our voice should always inspire confidence, both in
Trend Micro and our users. We are experts. We use our
authority to empower our customers.
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Copy Guide
37
Copy Development Guide
To develop effective marketing communication that is both
on message and on brand, see this helpful step-by-step copy
development guide.
It's important to note that the Trend Micro voice should
always be applied to high-level messaging like headlines,
subheads and abbreviated body copy. For detail-rich copy,
including technical writing, voice should be taken into
consideration when presenting content (i.e. be positive,
focus on benefits rather than threats), but should not get
in the way of discussing important details and technical
specifications.
Please note that this example is not an approved Trend Micro message and is included for illustration only.
Step 1: Start with the message
What's the message? It's usually a specific fact or claim
about Trend Micro products and services.
Example: OfficeScan protects enterprise networks from
viruses, Trojans, worms, hackers, and network viruses,
plus spyware and mixed threat attacks.
Step 2: Use the Trend Micro voice
How do I use the Trend Micro voice? Where the message
is what you need to say, the voice is how you say it.
Example: OfficeScan keeps your network protected
and open for business.
Step 3: Confirm correct usage
Be sure to use the correct, complete product names,
and include necessary trademark symbols.
Example: Trend Micro OfficeScan™ keeps your network
protected and open for business.
Process
38
The guidelines are intended to provide direction to create
communications that promote the correct and consistent
Trend Micro brand. Please contact the corporate branding
team and/or company marketing communications brand
teams for assistance/guidance early in the project. Please
do not wait until the communication piece is complete to
request approval as this can result in delays and added
expense.
Brand Asset Management
39
Contact – How to Get in Touch
If you have questions regarding the application of the Trend
Micro brand identity, or about the materials you are creating,
please use this contact list to reach the proper individuals.
All of our digital files for fonts, logos, colors and photography
may be downloaded from our intranet brand pages at:
https://myhome.trendmicro.com/en/departments/corp-mkt/
branding/aboutbranding.htm?vwloc=en
Brand assets are also available for download for our agencies,
vendors and partners on an external ftp site:
ftp://TMbranding:[email protected]/
corporate_marketing
Brand Zone assets are available for download for
registered Trend Micro marketers, agencies, and partners at:
https://trendmicro.gettyimages.com/mm/actions/login.do
Corporate Marketing Contacts
Brian Kaefer
Branding Manager
408.850.1035
Regional Brand Representatives
EMEA:
Tony Larks
+44 1628 400 493
Japan:
Iizumi Kaori
+81-3-5334-3618 x8384
APAC:
Connie Kou
+886-2-23789666 x 1629
Latin America:
Lorena Rodriguez
+52 55 30676007
Sally Lee
Sr. Manager, Ad and
Brand Management
408.363.6414
Tomiyasu Akira
+81-3-5334-3618 x8496
Joyce Loh
+65-6776-9277
Copyright © 2009 Trend Micro. All rights reserved.