WD Brand Guidelines & Graphic Standards Manual 02/2015
Contents Overview 02 / WD as a registered trademark 03 / Overview 04 / Who we are / Our brand role 05 / Brand tone of voice 06 / Glossary of important terms Logo and logotype 07 / Correct usage of the WD logo 08 / Correct WD logo relationship and placement 09 / Incorrect usage of the WD logo Typography 10 / Typography 11 / Headline typography 12 / Body copy writing style 13 / Registered trademarks ( ) and trademark(tm) symbols 14 / and TM symbols as they relate to product names Visual style 15 / WD blue / signature brand blue gradient 16 / Product line color differentiation 17 / Anatomy of a gradient 18 / Photography lifestyle/use case 19 / Photography product environmental 20 / Product photography 21 / Product size relationship 22 / Iconography conceptual 23 / Iconography Storage Technology drives Creative 24 / Visual characteristics / design personality 25 / Sample creative Content Solutions product-focus 26 / Sample creative Content Solutions lifestyle 27 / Sample creative Storage Technology product 28 / Sample creative Storage Technology family
WD as a registered trademark WD is a registered trademark of Western Digital Technologies, Inc. The first mention of WD in a document must have the registered trademark. When used in conjunction with product names such as WD Blue and WD TV, trademarking WD does not apply since the product names themselves are already trademarks. For a complete list of copyright and trademarks, please refer to wd.com. These guidelines follow U.S. trademark law. Where the trademark marking requirements of a country other than the U.S. are more stringent, the practice of that country must be followed. Generally, the Registered Trademark [ ] symbol should be used in all countries where the trademark has been registered. In all other countries, the Trademark [ ] symbol should be used. If the trademark will be used on packaging or collateral that will be distributed in multiple countries, with registrations in some of those countries but not in all, the Trademark [ ] symbol should be used. Under no circumstances should the Registered Trademark [ ] symbol be used in a country where there is no registered trademark. The following is the basic trademarks disclaimer to be used on printed and online documents. Specific product names should be added as applicable depending on the document contents. Western Digital, WD, the WD logo, and My Book are registered trademarks of Western Digital Technologies, Inc. in the U.S. and other countries; My Book Live, and WD Photos are trademarks of Western Digital Technologies, Inc. in the U.S. and other countries. Other marks may be mentioned herein that belong to other companies. Picture shown may vary from actual product. 2015 Western Digital Technologies, Inc. All rights reserved. If you have questions about our trademarks, please contact us at trademarks@wdc.com. My Cloud Trademarking It is of utmost importance to follow specific trademark guidelines for My Cloud. This includes our country specific websites for the countries. As of now, countries with special rules are: Japan, Malaysia, S. Korea and China. In those countries, we must use WD My Cloud in text and for images, the WD logo directly above My Cloud for packaging. In these aforementioned four countries, it is imperative that we use refer to the product as WD My Cloud, and not My Cloud.
This document is a reference for the visual language that should be used when creating any assets for WD s Brand platform. Consistency of look, feel and tone of voice are critical as we build the WD Brand across all mediums and touch points. For questions regarding this document or specific executions not covered in these guidelines, please contact Anthony Morquecho in Marketing Communications at anthony.morquecho@wdc.com. 03
Who we are We re a trusted leader we give you the sense of security to live life to its fullest. We re here to help you get the most out of your technology, showing you the why not the how. You trust us and we help you access, organize and protect your digital life. And while we give advice, we re also here to listen, share, laugh and connect. Our brand role WD protects our digital lives, so we have room to live, grow and innovate the freedom to create what s next. 04
Brand Tone of Voice We are the protector and champion of your digital life, guarding your past and inspiring you to create what s next. We celebrate where you ve been, support you in the moment, and provide the capacity for innovation. We want you to make the most of every situation and embrace the potential of your free space. You can trust us; we re knowledgeable and reliable in your life and your business. After all, we ve been here a while. You ve probably depended on us for a long time and didn t even know it. But now, we want to make sure you know that WD has that solution, and we ll always have your back(up). While we like to play the role of leader, we are never overbearing nor condescending; we pride ourselves in being well-informed, reliable, relevant and approachable. We ll surprise you, challenge you, and make you laugh, ultimately inspiring you to live, grow, and innovate. After all, our best stories are not about us. They re about you, and the great things you ve accomplished with us as your behind-the-scenes partner along your journey. 05
Glossary of important terms Below, find the naming convention and parameters of the graphic elements used within this guideline. Area of isolation An area equal to the height of the WD logotype that must remain clear of all graphic imagery, edges, folds and other visual elements. Ascenders Trademark symbol WD logo Registered trademark symbol Ascender In typography, the upward vertical stem on some lowercase letters, such as b and d, that extends above the x-height. Area of isolation Baseline The imaginary line upon which a line of text rests. Color Gradient A range of position-dependent colors, usually used to fill a region that fade from one or more colors to another. Baseline My Cloud Mirror Personal Cloud Storage x-height Area of isolation Area of isolation x-height Descender In typography, the portion of some lowercase letters, such as g and y, that extends or descends below the baseline. Descenders Area of isolation WD logotype Logo A symbol or other small design adopted by an organization to identify its brand. Logotype A brand name set in a special typeface/font, and arranged in a particular way. Color gradient x-height In typography, the distance between the baseline of a line of type and the top of the main body of lower case letters. 06
Correct usage of the WD Logo The company logo shown below is the foundation of WD s graphic identity system. The colors and proportions of the company logo must not be altered. Consistent usage of the mark builds recognition. When applying the company logo, always use the reproduction artwork supplied by WD. Do not redraw or in any way alter the artwork. All applications of the company logo must be approved by Marketing Communications. Standard version WD s Primary Logo contains a dark blue to light blue gradient background with white WD letters, and is to be used for most online and offline graphic applications. must be legible. Reversed (alternative) version Logos may reverse to white from a background color of sufficiently dark contrasting value. This version is to be used only when legibility is an issue and must be approved by WD s Marketing Communications department. Gradient Light Point 75c 40m 0y 2k 60r 130g 193b Gradient Dark Point and Registered Trademark 100c 70m 0y 06k 0r 85g 161b Please note: The black box behind the logo is not part of the logo. It is only used here for the purpose of showing how this logo would appear against a dark background. Single color versions Certain executions, such as black and white print or promotional items, require the use of a single color logo application. Examples include, but are not limited to, newsprint, embroidery, silk screening or pad print. One-color logo options are PMS 301C, 100% process black (K) or white. 100k 0r 0g 0b 100c 70m 0y 6k 60r 130g 193b PMS 301 Hex code #: 005195 Please note: The black box behind the logo is not part of the logo. It is only used here for the purpose of showing how this logo would appear against a dark background. 07
Correct WD logo relationship and placement This is the standard version for use in communications. Only use the allowable color palette provided. It is highly preferred to place the WD logo on the right side of layouts. See page 5 for proper spacing requirements from objects and/or content. Print ads / small format print Pull-up banners / large format print E-blasts Vertical web banners It is important to place the standard WD logo in a consistent location across all similar touch points: Print Ads: lower right corner, amply spaced from body copy and or any partner logos. Small format print Small Format Print: upper right corner Pull Up Banners/Large Format: upper right corner E-blasts: upper right corner Vertical Web Banners: upper center, evenly spaced from left, right and top edges Square/Moderate Rectangular Web Banners: lower right corner Extreme Horizontal Web Banners: right edge, evenly spaced from top, bottom and right edges End Caps: Upper right corner End caps Square / moderate rectangular web banners Extreme horizontal web banners 08
Incorrect usage of the WD Logo Consistency and proper usage of the WD logo is paramount towards maintaining a positive brand image across all touch points globally. The colors, proportions and shape of the company logo must never be altered. Improper treatments or effects should never be applied. When applying the company logo, always use the reproduction artwork as supplied by WD. Do not apply drop shadows behind the WD logo Do not skew or distort the WD logo in any way Do not rotate the WD logo in any way Do not apply a bevel effect to the WD logo Trust for all your digital storage needs. Do not use the WD logo as part of a sentence Do not change the color of the WD logo. See page 6 for proper color information. Do not use the WD logotype without the signature rounded rectangle beneath it Do not change the color of the WD logotype. It should always remain reversed out white 09
Typography Type tells a story and is essential to expressing our brand spirit. Helvetica Neue has been chosen as WD s primary communications font. Its clean, sophisticated and neutral aesthetic allows for varied expression without conflicting creatively with other visual elements. Specific use cases can be seen further on in this document in various use-case applications. Helvetica Neue LT STD ABC123 ABCDEFGHIJKLMNO PQRSTUVWXYZ HELVETICA NEUE LT STD 45 LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz // 1234567890 HELVETICA NEUE LT STD 55 ROMAN ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz // 1234567890 HELVETICA NEUE LT STD 65 MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz // 1234567890 HELVETICA NEUE LT STD 75 BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz // 1234567890 abcdefghijklmnopqrstuvwxyz /1234567890 10
Headline typography Headlines are set in Helvetica Neue LT Std 55 Regular, sentence case. For longer headlines (greater than 7 words) when word emphasis is desired, you may choose to bold words of emphasis using Helvetica Neue LT Std 75 Bold. Choosing which words to set in bold is a judgment call by the owner of the communication, but is based on the importance of the phrase within the headline. For guidance on specific executions, please contact Marketing Communications. When text is localized and bolding doesn t make sense, please use Helvetica Neue LT Std 55 Regular, for the entire headline. Standard headline treatment It s time for a cloud of your own. Helvetica Neue LT Std 55 Regular Helvetica Neue LT Std 75 Bold Helvetica Neue LT Std 55 Regular Headline treatment with word emphasis Peace of mind for every piece of content. Helvetica Neue LT Std 55 Regular 11
Body copy writing style As champions of content, WD fuses confidence with humility, expertise with simplicity and creativity with sophistication. Therefore, when developing copy for advertising, clearly and simply communicated product benefits are always preferred to scare tactics, comical language and a reliance on conceptual devices. Sentences should be short and to the point so they can clearly convey even the most technical product features and concepts. For further guidance, refer to the Brand tone of voice on page 4. 12
Registered trademarks ( ) and trademark (TM) symbols To maintain consistency throughout the brand, use the following relationship between typography and and TM symbols. As a rule of thumb, the aligns at the top of the ascenders and its baseline sits on the x-height as shown below. The TM symbol is the same size as the letter r of the symbol. Rules about and TM vary from country to country. Please visit wd.com/trademarks for specific use cases in the United States. Contact Marketing Communications for other countries. The and TM symbols should never appear at less than 6 pt. type superscripted. For unique and unusual applications, including apparel and promotional items, please contact Marketing Communications. Product Name Helvetica Neue 65 Medium Modifier Helvetica Neue 45 Light A My Book Thunderbolt Duo B Dual-drive Storage System Product category size is equal to 75% of the product name or equivalent to the x-height of the product name. Category Helvetica Neue 55 Roman A Box A represents the cap height of the product name. B Box B is equal to 75% of the cap height and is equivalent to the x-height of the product name. 13
and TM symbols as they relate to product names This is a representative list and is not meant to show every product. Rules about and TM vary from country to country. For a complete product list, as well as specific use cases in the United States, please visit wd.com/trademarks. Contact Marketing Communications for other countries. My Book Premium Storage My Book Duo Premium RAID Storage My Cloud Personal Cloud Storage My Cloud EX4 Private Cloud Storage My Book Studio Desktop Storage My Book Thunderbolt Duo Dual-drive Storage System My Passport Ultra Premium Portable Storage WD TV Media Player WD Sentinel DX4000 Network Storage Server WD Sentinel DS6100 Ultra-compact Storage Plus Server WD Blue Everyday Storage WD Red NAS Storage WD Purple Surveillance Storage WD Black 2 Dual Drive 14
WD Blue / Signature Brand Blue Gradient Color is a powerful identifier within the WD brand language. For single color applications for which a spot PMS color is necessary, use the WD blue (PMS 301). The color identity is further enhanced through the use of a gradient, which also provides a way to highlight featured products and text. Product must always rest on the light portion of the gradient. Only use the allowable color palette provided. See Anatomy of a gradient page 16 for detailed gradient usage instructions. WD CORPORATE BLUE: PMS 301 C BLUE GRADIENT: Gradient Light Point 80c 0m 0y 0k r109 g207 b246 Hex: 00b9f2 Gradient Medium Point 100c 0m 0y 0k r26 g158 b217 Hex: 00aeef Gradient Dark Point 100c 60m 0y 50k r0 g101 b164 Hex: 00386c 15
Product line color differentiation (for product-focused creative) To differentiate across product lines, as well as to add visual interest and break up the dominant blue when product collateral across multiple categories might be used together, color accents may be introduced. Make sure not to overpower the primary Brand color gradient, which is the base color across all Brand communications. Please contact Marketing Communications for more details. Direct Attached Storage Made for Mac Personal Cloud Storage Home Entertainment SMB Pantone 7731 90c 30m 100y 0k r2 g137 b72 Hex: 028948 Pantone 116 0c 15m 100y 0k r255 g212 b0 Hex: ffd400 Pantone 660 94c 60m 0y 0k r0 g103 b179 Hex: 0067b3 Pantone 7621 0c 100m 100y 40k r158 g11 b15 Hex: 9d0a0e Pantone 654 100c 65m 0y 50k r0 g52 b105 Hex: 003369 16
Anatomy of a gradient In order to maintain consistency across the brand, please use the following guidelines when creating a gradient in Adobe Illustrator: Shape of gradient Always create an oval gradient at an angle that is appropriate for the format of the printed/online piece. Move your gradient points where needed to avoid any type of banding/lines across the gradient. Enhancements to gradient To further highlight the product being used, place the horizon line an appropriate spot below the hot spot of the gradient. Set the transparency of the horizon line to multiply to ensure it blends in properly to the blue gradient. Product placement Center product horizontally and below the horizon line so that the product doesn t appear to be falling off the edge. Product placement (non-centered product) When a piece of advertising requires that the product not be centered, the center of the gradient always follows the center of the product. 17
Photography lifestyle/use-case Our photography depicts real people right in the heart of creating, designing, imagining and enjoying content. The lighting is warm and approachable, and the feel is real and authentic. When choosing stock photography, look for imagery that reinforces the brand positioning of confidence, authenticity, certainty and creativity. Always keep in mind the end benefit of the product that is being communicated and make sure that subjects are shown in believable use-case scenarios. People should look confident and natural in candid moments, never staged. Avoid images in which people feel posed. To convey simplicity, look for clean images with honest, natural light not overly colorful or brash. All stock photography must be approved by Marketing Communications. 18
Photography product environmental Our environmental photography depicts products within the work, home, school or other settings where our products would naturally be used. The composition should reflect the product s brand position and target customer. It should feel real and authentic. The environment setting should clearly convey the product s key benefit and ensure that product and environment are believable, use-case scenarios. To keep the focus on the product, the setting should be clean and in natural lighting for the setting. 19
Product photography Our products are the embodiment of the brand. As such, they should be shown in the most flattering situations. When products are displayed in-environment (rather than against solid backgrounds), be sure to communicate the size of the product by positioning it in relationship to a recognizable object (a TV, a laptop, a pen, etc.). When more than one product is shown, always ensure the products are shown with the correct size relationship to one another. For proper size relationship, see page 20; for proper use of gradient, see page 16. Please contact Marketing Communications to ensure proper product representation. Product photography is available for download at wdbrand.com. 20
Product size relationship Our products are the embodiment of the brand. As such, they should be showcased in the most flattering situations, with heroic viewing angles and attractive backgrounds. Below is a representation of a comprehensive list of WD products as they relate to each other in size and proportion. In executions that contain more than one product, maintain this size relationship. This does not apply to catalog advertising. 21
Iconography - conceptual Iconography can be an effective, non-verbal method of communicating concepts, processes, benefits, etc. and should be intuitive for the viewer to understand their representation. As such, WD has an extensive library of iconography to be used when the need arises. This iconography is also utilized in all software environments, therefore maintaining cohesion between software, online and printed touch points is key. Contact Marketing Communications for the latest library. WiFi Song Connection strength Photo Video Folder 2 Your WD experience starts here. sd Folder (Representative selection) 22
Iconography - Storage Technology drives The rebranded Storage Technology division maintains a system of icons that are representative of specific hard drive products; WD Blue, WD Black, et al. These icons may never be manipulated in any way, but may be resized as needed. C: 80 M: 40 Y: 0 K: 0 C: 75 M: 0 Y: 100 K: 0 C: 25 M: 25 Y: 25 K: 75 C: 10 M: 100 Y: 100 K: 0 C: 75 M: 90 Y: 0 K: 0 R: 1 G: 133 B: 235 R: 1 G: 192 B: 85 R: 95 G: 95 B: 95 R: 199 G: 0 B: 0 R: 92 G: 8 B: 210 Pantone: PMS 300c Pantone: PMS 355c Pantone: PMS BLACKc Pantone: PMS 7628c Pantone: PMS 2597c WD Black print ad with Storage Technology icon usage This secondary set of icons contains a unique design texture inside the shapes, to be used for Family Series ads and collateral where the icons are the prominent focal point. Point of purchase/it mall graphic with Family Series Storage Technology icon usage 23
Visual characteristics/design personality With the notion of certainty as one of our brand s key foundational aspects, the visual language, including logo and tagline, fonts, imagery, design and overall aesthetic, should project and reinforce this sense of confidence at every touch point. While individual product and brand campaigns may take varying visual approaches, specific elements and sensibilities must tie them all to each other and to the WD brand. In the example below, logo placement, font usage, compositional design and placement of elements is consistent across all communications, but color and photography can vary between different product campaigns. The elements we choose to remain constant must be immediately recognizable as to reinforce the solid and unwavering foundation of everything we do. The visual tone of the brand should match the verbal one simple, clean and straightforward, with an obvious, honest, insightful and ownable point of view. 26 24
Sample creative - Content Solutions product-focus Below is a representation of the available assets for Content Solutions product-focused advertising and collateral. For the complete set of available assets, as well as to download, please go to wdbrand.com. 728x90 Banner Ad 300x250 Banner Ad Full page print ad POP / end cap Retractable banner 120x600 Banner Ad Eblast 25
Sample creative - Content Solutions lifestyle Below is a representation of the available assets for Content Solutions lifestyle advertising and collateral. For the complete set of available assets, as well as to download, please go to wdbrand.com. 728x90 Banner Ad 300x250 Banner Ad Full page print ad POP / end cap Retractable banner 160x600 Banner Ad Eblast 26
Sample creative - Storage Technology product Below is a representation of the available assets for Storage Technology product advertising and collateral. For the complete set of available assets, as well as to download, please go to wdbrand.com. 728x90 Banner Ad 300x250 Banner Ad Full page print ad Retractable banner Poster/POP 120x600 Banner Ad 27
Sample creative - Storage Technology family Below is a representation of the available assets for Storage Technology product family advertising and collateral. For the complete set of available assets, as well as to download, please go to wdbrand.com. 728x90 Banner Ad 300x250 Banner Ad Full page print ad Eblast Retractable banner Poster/POP 120x600 Banner Ad 28
For the most current assets and production files covering all product lines, visit wdbrand.com. For questions regarding this document or specific executions not covered in these guidelines, please contact Anthony Morquecho in Marketing Communications at anthony.morquecho@wdc.com. 29
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