WD Brand Graphic standards manual ®
11/2013
Contents Overview 03 / Brand guidelines overview 04 / Brand voice/positioning 05 / Use of absolutely 06 / Glossary of terms Logo and logotype 07 / Correct usage of the WD logo 08 / Three-dimensional logo 09 / absolutely logotype 10 / Relationship between absolutely logotype and trademark symbol 11 / absolutely logotype and WD logo relationship and usage for white background use only 12-13 / absolutely logotype and WD logo relationship and usage Typography 14 / Typography 15 / Headline typography 16 / Body copy writing style 17 / Registered trademarks (®) and trademark(TM) symbols 18 / ® and TM symbols as they relate to product names Visual style 19 / Brand color and gradient 20 / Product line color differentiation 21 / Anatomy of a gradient 22 / Brand photography 23 / Lifestyle/use-case photography 24 / Product photography 25 / Product size relationship 26 / Visual characteristics/design personality Print ads 27 / Brand print ads 28 / Anatomy of a single-page brand print ad 29 / Lifestyle product print ad with partner logos
30 / Anatomy of a single-page lifestyle product print ad with partner logos 31 / Lifestyle product print ad 32 / Anatomy of a single-page lifestyle product print ad 33 / In-environment product print ad 34 / Anatomy of single-page, in-environment print ad 35 / Product-centric print ads with category color differentiation 36 / Anatomy of product-centric print ads with category color differentiation 37 / Datacenter drive print ads 38 / Anatomy of single-page Datacenter drive print ad Pull-up banners 39 / Brand pull-up banners 40 / Lifestyle product pull-up banners 41 / Datacenter drive pull-up banner 42 / Product pull-up banner 43 / Anatomy of a pull-up banner Online banners 44 / Brand online banners 45 / Product online banners 46 / Datacenter online banners 47 / Anatomy of online static banners Point of purchase 48 / Point of purchase 49 / Anatomy of point of purchase Brand support 50 / Brand support
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.
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.
The following is an example of 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 Cloud, and WD Sentinel 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. © 20xx Western Digital Technologies, Inc. All rights reserved. If you have questions about our trademarks, please contact us at
[email protected].
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 touchpoints. For questions about specific executions not covered in these guidelines, contact Marketing Communications.
03
Brand voice/positioning We are champions of content and we understand how precious it is to those who create and possess it. While our heritage is in storage, today we exist to help consumers get more out of their digital lives: save, share, stream, enjoy. We speak with confidence, but we never brag. We aim to make you smile, but not to laugh out loud. We aim to make you think, not to tell you what to think. We promote creativity, creation, security and certainty. We speak honestly, authentically, matter-of-factly and often with a touch of humility: We don’t see magic in what we make, we see magic in what you make. Most of all, we see magic in what you save – and we can’t wait to see what you do with it next.
04
Use of absolutely absolutely is the most powerful word in our brand and it should be treated as such. While it should appear in every piece of communication, it will rarely be seen as the central message of the ad and much more often as the sign-off and anchor for the brand that accompanies the WD logo. This is the only question and answer format that should only be used at the brand level:
Is saving your digital life just the beginning?
absolutely should not be used to answer specific questions about specific products as this quickly becomes predictable and dilutes the power of the word. Making a statement about a product benefit sends a stronger message about certainty and our confidence in that particular statement. All other headlines should take the form of a statement:
All your content in one place, accessible anywhere.
The absolutely logotype should never appear within body copy. When communications are translated into other languages, translate the word absolutely only when it appears in headlines; when absolutely is the tagline, it should always appear in English.
05
Glossary of terms Below, find the naming convention 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.
absolutely logotype
Baseline
The imaginary line upon which a line of text rests.
x-height
Color Gradient
A range of position-dependent colors, usually used to fill a region that fade from one or more colors to another.
WD logotype
Baseline
Descender
In typography, the portion of some lowercase letters, such as g and y, that extends or descends below the baseline.
Descenders
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
Area of isolation
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. Preferred 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 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
Please note:
Gradient Dark Point and Registered Trademark
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.
100c 70m 0y 06k | 0r 85g 161b
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
Please note: PMS 301 | Hex code #: 005195
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
Three-dimensional logo This logo is to be used for video end-frame purposes only and for limited outdoor usage. Contact Marketing Communications for specific use-case scenarios.
Video endframe
Outdoor
wd.com
08
absolutely logotype The absolutely logotype signifies the confidence and precision that you get from WD products. The absolutely logotype is a modified version of Helvetica with 40° angle ascenders. In order to maintain cohesiveness and consistency of usage throughout the campaign, only use the artwork provided. Do not alter or modify any of the letterforms or spacing. Please refer to pages 10-13 for correct absolutely logotype/trademark symbol usage.
40°
09
Relationship between absolutely logotype and trademark symbol To ensure a proper aesthetic relationship between the absolutely logotype and the trademark, we created three versions for various size applications. Do not change the relationship or space of absolutely logotype to the TM.
Use this version for large-format executions, such as outdoor executions.
Use this version when the logo is BIGGER than two inches, but in uses other than outdoor, e.g., print/brochures.
Use this version when the logo is SMALLER than two inches, such as in web executions. The absolutely logotype may not be smaller than one inch in width.
10
absolutely logotype and WD logo relationship and usage – for white background use only Use this version with an 85% black absolutely logotype when used over a very light or white background only where the absolutely logotype might get lost. Do not change the relationship or space of the WD logo to the absolutely logotype. Only use the allowable color palette provided.
A
A
A
A
x-height
B B
A
A
Area of isolation is equal to the height of the WD logotype and must remain clear of all graphic imagery, edges, folds and other visual elements.
B
Area between WD logo and x-height of absolutely logotype is equal to the distance between the WD logotype and the bottom edge of the WD logo
11
absolutely logotype and WD logo relationship and usage This is the first and preferred version for use in communications. Do not change the relationship or space of the WD logo to the absolutely logotype. The total width of the absolutely logotype matches the width of the WD logo. Only use the allowable color palette provided. Always position the absolutely logotype and WD logo lockup on the right side of the page. When used over an image, the absolutely logotype appears in white at 85% opacity; in all other instances, it appears at 100% opacity.
Print ad
Pull-up banners
Packaging
Vertical web banners
Elemental storage building blocks for every datacenter.
A A
A
Area between WD logo and x-height of absolutely logotype is equal to the distance between the WD logotype and the bottom edge of the WD logo Applications: This is the preferred version of the absolutely logo and WD logo lockup and is to be used in the vast majority of applications that have an ample amount of vertical space, as shown on the examples on the right.
Build a better datacenter. Enterprise-class drives from WD® offer end-to-end datacenter storage solutions that are rigorously engineered for the ultimate in performance, reliability and scalability. Learn more at wd.com/datacenter.
Western Digital, WD and the WD logo are registered trademarks of Western Digital Technologies, Inc., in the U. S. and other countries. Absolutely is a trademark of Western Digital Technologies, Inc. in the U.S. and other countries. Product specifications subject to change without notice. ©2013 Western Digital Technologies, Inc. All rights reserved. 2278-771065-A00 July 2013
300x250 web banner
728x90 web banner
12
absolutely logotype and WD logo relationship and usage This is second and alternate version for use in communications. Do not change the relationship or space of the WD logo to the absolutely logotype. The total height of the absolutely logotype matches the height of the WD letters. Only use the allowable color palette provided. Always position the absolutely logotype and WD logo lockup on the right side of the page. When used over an image, the absolutely logotype appears in white at 85% opacity; in all other instances, it appears at 100% opacity. A
A
A
A
x-height
A A
Area of isolation is equal to the height of the WD logotype and must remain clear of all graphic imagery, edges, folds and other visual elements.
Tradeshow overhead branding signage
Applications: This version of the absolutely logo and WD logo lockup may be used in areas where vertical space is limited and/or is extremely horizontal in orientation, as shown on the example on the right.
13
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.
ABC123
HELVETICA NEUE LT STD
ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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
/1234567890
14
Headline typography The most important words of a headline or words of emphasis should always be set in Helvetica Neue Bold. The rest of the headline is set in Helvetica Neue Regular. Choosing how many of the first few words to set in bold is a judgment call by the creator of the communication, but is based on the importance of the word 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 Regular for the entire headline.
Helvetica Neue Bold
Helvetica Neue Regular
Is saving your digital life just the beginning? Helvetica Neue Regular
.
15
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/voice positioning on page 4.
16
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. Modifier Helvetica Neue 45 Light
Product Name Helvetica Neue 65 Medium
My Book Thunderbolt Duo ®
A
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 Box “A” represents the cap height of the product name.
A
B
Box “B” is equal to 75% of the cap height and is equivalent to the x-height of the product name.
17
® and TM symbols as they relate to product names This is a representative list and is not meant to show every product. Please go to WDbrand.com for a complete product list. 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.
WD Sentinel DX4000
My Book
™
®
Desktop Storage
Small Business Storage Server
My Cloud
™
WD Arkeia
™
Personal Cloud Storage
Network Backup Appliance
My Book Studio ®
™
WD Blue
™
Desktop Storage
Internal Desktop Hard Drive
My Book Thunderbolt Duo ®
™
Dual-drive Storage System
WD Red
™
NAS Storage
My Passport
®
Portable Storage
My Passport Ultra ®
™
Portable Storage
WD TV Live ®
™
Media Player
18
Brand color and gradient Color is a powerful identifier within the WD brand language. Use the “WD blue” (PMS 301) prominently whenever possible. 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 20 for detailed gradient instructions. 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
19
Product line color differentiation 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 are introduced. Make sure not to overpower the primary Brand color gradient (page 19), 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
®
20
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.
21
Brand photography Imagery is a powerful tool in creating an emotional link between our subject and the WD customer. We ask the fundamental brand question “Is saving your digital life just the beginning?” and the answer is “absolutely.” At a brand level, photography should reflect this mindset by showing consumers cradling the drive to show how precious and important the content on that drive is to the end user. The lighting is rich and authentic, helping to create an emotional tone. The subjects’ poses and facial expressions convey a sense of gravitas, showing the respect WD has for its customers, and proving that WD is truly a champion of content.
22
Lifestyle/use-case photography 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 absolutely 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.
23
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 further guidance on use of product photography, view Anatomy of a print ad on page 36; for proper size relationship, see page 25; for proper use of gradient, see page 19-20. Please contact Marketing Communications to ensure proper product representation. Product photography is available for download at wdbrand.com.
24
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.
25
Visual characteristics/design personality absolutely communicates certainty – the brand’s visual language, including logo and tagline, fonts, imagery, design and overall aesthetic, should project and reinforce this sense of confidence at every touchpoint. 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 absolutely brand. For example, logo and font usage is consistent across all communications, but design, color and photography can vary between different 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. In the following examples, the large absolutely logotype (on the two left ads) was used to launch the brand, but should never be used in channel materials. Moving forward, the absolutely logotype will only be used as a tagline.
Elemental storage building blocks for every datacenter.
We’ll save your memories. Your stories and songs.
Shared storage and comprehensive data protection for your business.
Your future. Your legacy. Your up all night long. Your soundtrack. Your passion. Your reason for living. We’ll save your gift.
WD Sentinel™ DX4000
So it can keep on giving.
is saving your digital life just the beginning?
Small Business Storage Server
is saving your digital life just the beginning?
Advance your small business with a complete solution that provides shared storage and backup licenses for up to 25 networked computers, Windows® and Mac® compatibility, and iSCSI support—all in a compact design. With its convenient remote access capabilities and easy setup and administration, WD Sentinel
Save
Digital Storage
Share
Personal Cloud Storage
Stream HD Routers
Save
Enjoy
Digital Storage
Media Players
Share
Personal Cloud Storage
Stream HD Routers
Build a better datacenter. Enterprise-class drives from WD offer end-to-end datacenter storage solutions that are rigorously engineered for the ultimate in performance, reliability and scalability. Learn more at wd.com/datacenter. ®
Enjoy Media Players
wd.com
wd.com
Western Digital, WD, and the WD logo are registered trademarks of Western Digital Technologies, Inc., in the U.S. and other countries. Absolutely is a trademark of Western Digital Technologies, Inc. Other marks may be mentioned herein that belong to other companies. Product specifications subject to change without notice. Picture shown may vary from actual product. ©2013 WD, a Western Digital company. All rights reserved.
Western Digital, WD, and the WD logo are registered trademarks of Western Digital Technologies, Inc., in the U.S. and other countries. Absolutely is a trademark of Western Digital Technologies, Inc. Other marks may be mentioned herein that belong to other companies. Product specifications subject to change without notice. Picture shown may vary from actual product. ©2013 Western Digital Technologies, Inc. All rights reserved.
082865.11_WESDIG_Q1_2013_Print_Hands_Real_Simple_FP_MECH ROUND #: MECH Trim: 9" x 10.875" Bleed: 9.25" x 11.125" Color Space: CMYK Software: InDesign Fonts: Helvetica Neue TM: AS: ACD: BL PA: Date: 2/26/13 Loaded Date: 00/00/00
084003.02_WESDIG_Portraits_Print_Producer_Fast_Company_8.75x10.875_MECH Date: 4/08/13 ROUND Job Title: WD Portraits Print Publication Name: Fast Company Overall Trim: 8.75" X 10.875" H Bleed: 9" x 11.125" Live: 8.25" X 10.375" Scale: 100% Color: CMYK
Western Digital, WD and the WD logo are registered trademarks of Western Digital Technologies, Inc., in the U. S. and other countries. Absolutely is a trademark of Western Digital Technologies, Inc. in the U.S. and other countries. Product specifications subject to change without notice. ©2013 Western Digital Technologies, Inc. All rights reserved. 2278-771065-A00 July 2013
DX4000 not only helps your business think bigger, it helps it grow bigger, too. Find out more at wd.com.
Western Digital, WD, and the WD logo are registered trademarks of Western Digital Technologies, Inc., in the U.S. and other countries. WD Sentinel and Absolutely 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. Product specifications subject to change without notice. Picture 4178-705854-A00 shown may vary from actual product. ©2013 Western Digital Technologies, Inc. All rights reserved.
#: MECH
26
Brand print ads Brand print ads are used to generate WD brand awareness and purchase affinity. By highlighting the four consumer behaviors of Save, Share, Stream and Enjoy, the ads communicate how WD products fit into consumers’ lives.
We’ll save your memories. Your stories and songs. Your future. Your legacy. Your up all night long. Your soundtrack. Your passion. Your reason for living. We’ll save your gift. So it can keep on giving.
is saving your digital life just the beginning?
is saving your digital life just the beginning?
Save
Digital Storage
Share
Personal Cloud Storage
Stream HD Routers
Enjoy
Save
Media Players
Digital Storage
Share
Personal Cloud Storage
Stream HD Routers
Enjoy Media Players
wd.com
wd.com
Western Digital, WD, and the WD logo are registered trademarks of Western Digital Technologies, Inc., in the U.S. and other countries. Absolutely is a trademark of Western Digital Technologies, Inc. in the U.S. and other countries. Other marks may be mentioned herein that belong to other companies. Product specifications subject to change without notice. Picture shown may vary from actual product. ©2013 WD, a Western Digital company. All rights reserved.
Western Digital, WD, and the WD logo are registered trademarks of Western Digital Technologies, Inc., in the U.S. and other countries. Absolutely is a trademark of Western Digital Technologies, Inc. in the U.S. and other countries. Other marks may be mentioned herein that belong to other companies. Product specifications subject to change without notice. Picture shown may vary from actual product. ©2013 WD, a Western Digital company. All rights reserved.
27
Anatomy of a single-page brand print ad Use this guide as a reference when creating brand print ad layouts.
We’ll save your memories. Your stories and songs. Your future. Your legacy.
Body copy is set in Helvetica Neue Light at a minimum point size of 11 over 28 point leading, white type. Body copy aligns left with the absolutely logotype and the last line of copy sits at a distance that equals twice the x-height of the absolutely logotype.
Your up all night long. Your soundtrack. Your passion. Your reason for living.
Box “A” represents the x-height of the absolutely logotype.
A
We’ll save your gift. So it can keep on giving. B
Add a darkening gradient on the vertical left third of the photo to allow for readability of body copy.
The absolutely logotype is 75% of the total width of the ad and is placed centered within live area and at a distance that equals its x-height above the product bar and is set in white at 85% transparency.
is saving your digital life just the beginning?
Save
Digital Storage
Add a darkening gradient on the horizontal lower third of the photo to allow for readability of type and logos.
Share
Personal Cloud Storage
The second line of a headline sits at a distance of 1/2 the x-height of the absolutely logotype.
B
B
A
Stream HD Routers
Box “B” is equal to 1/2 of the x-height.
Box “A” represents the x-height of the absolutely logotype.
Enjoy Media Players
partner logo
wd.com Western Digital, WD, and the WD logo are registered trademarks of Western Digital Technologies, Inc., in the U.S. and other countries. Absolutely is a trademark of Western Digital Technologies, Inc. in the U.S. and other countries. Other marks may be mentioned herein that belong to other companies. Product specifications subject to change without notice. Picture shown may vary from actual product. ©2013 WD, a Western Digital company. All rights reserved.
Save Digital Storage type and legal copy align left within live area.
Legal copy is set in Helvetica Neue Regular at a minimum point size of 6 over 7 point leading, white type.
WD Logo and legal copy align on the right within live area.
28
Lifestyle product print ad with partner logos Single-page lifestyle product print ads illustrate how individual WD products integrate with customer behaviors and lifestyles. Photography should depict real people in the act of creating or enjoying content.
Wherever I create it, there’s one place to save it.
Gotham Chopra film maker
My Book
®
Desktop Storage
Partner logo
Partner logo
Gotham Chopra uses his My Book Live to save and access up to 3 TB of footage, photos and files wherever he goes, on any screen. See how it canenhance your digital life at wd.com.
Partner logo
Partner logo
Western Digital, WD and the WD logo are registered trademarks of Western Digital Technologies, Inc., in the U. S. and other countries. Absolutely is a trademark of Western Digital Technologies, Inc. in the U.S. and other countries. Product specifications subject to change without notice. ©2013 Western Digital Technologies, Inc. All rights reserved. 2278-771065-A00 July 2013
29
Anatomy of a single-page lifestyle product print ad with partner logos Use this guide as a reference when creating lifestyle product print ad layouts.
Most important words of a headline should always be set in Helvetica Neue Bold. The rest of the headline is set in Helvetica Neue Regular.
Wherever I create it, there’s one place to save it.
A
Box “A” represents the x-height of the absolutely logotype.
Body copy is set in Helvetica Neue Regular at a minimum point size of 10 points and aligns vertically with the top of the WD logo and the baseline of the absolutely logotype. All white type.
A 20% opacity white to transparent gradient band has been added to anchor body copy, product and WD logo. Product photography sits centered within glow/shadow gradient from product packaging. Product name is written in Helvetica Neue 65 Medium, 15 pt size, category in Helvetica 55 Regular, 11 pt size Partner logos appear left-justified below the product name, beneath the transparent gradient bar. Partner logos should never appear larger than the WD logo.
Gotham Chopra film maker
A
My Book
®
Desktop Storage
Partner logo
Partner logo
The WD logo and absolutely logotype lockup should always appear within the live area.
Gotham Chopra uses his My Book Live to save and access up to 3 TB of footage, photos and files wherever he goes, on any screen. See how it canenhance your digital life at wd.com.
Partner logo
A
Partner logos must never appear larger than 77% of the size of the WD logo. They appear centered between the copy block and partner legal copy.
Partner logo
Western Digital, WD and the WD logo are registered trademarks of Western Digital Technologies, Inc., in the U. S. and other countries. Absolutely is a trademark of Western Digital Technologies, Inc. in the U.S. and other countries. Product specifications subject to change without notice. ©2013 Western Digital Technologies, Inc. All rights reserved. 2278-771065-A00 July 2013
Align elements on the left side of the print ad with the left side of the absolutely logotype.
Legal copy is set in Helvetica Neue Regular at a minimum point size of 6 over 7 point leading, white type.
logo
Marcom part number must appear on all ads flushed right and on the last line of the legal copy.
Align elements on the right side of the print ad with the right side of the absolutely logotype.
30
Lifestyle product print ad Single-page lifestyle product print ads illustrate how individual WD products integrate with customer behaviors and lifestyles. Photography should depict real people in the act of creating or enjoying content.
Wherever I create it, there’s one place to save it.
Gotham Chopra film maker
My Book
®
Desktop Storage
Gotham Chopra uses his My Book Live to save and access up to 3 TB of footage, photos and files wherever he goes, on any screen. See how it canenhance your digital life at wd.com.
Western Digital, WD and the WD logo are registered trademarks of Western Digital Technologies, Inc., in the U. S. and other countries. Absolutely is a trademark of Western Digital Technologies, Inc. in the U.S. and other countries. Product specifications subject to change without notice. ©2013 Western Digital Technologies, Inc. All rights reserved. 2278-771065-A00 July 2013
31
Anatomy of a single-page lifestyle product print ad Use this guide as a reference when creating lifestyle product print ad layouts.
Most important words of a headline should always be set in Helvetica Neue Bold. The rest of the headline is set in Helvetica Neue Regular.
A
Wherever I create it, there’s one place to save it.
Box “A” represents the x-height of the absolutely logotype.
Body copy is set in Helvetica Neue Regular at a minimum point size of 10 points and aligns vertically with the top of the WD logo and the baseline of the absolutely logotype. All white type.
A 20% opacity white to transparent gradient band has been added to anchor body copy, product and WD logo.
Product photography sits centered within glow/shadow gradient from product packaging.
The WD logo and absolutely logotype lockup should always appear within the “live” area.
Gotham Chopra film maker A
Product name is written in Helvetica Neue 65 Medium (15 pt size), Category in Helvetica 55 Roman (10 pt size)
A
My Book
®
Desktop Storage
Gotham Chopra uses his My Book Live to save and access up to 3 TB of footage, photos and files wherever he goes, on any screen. See how it canenhance your digital life at wd.com.
Western Digital, WD and the WD logo are registered trademarks of Western Digital Technologies, Inc., in the U. S. and other countries. Absolutely is a trademark of Western Digital Technologies, Inc. in the U.S. and other countries. Product specifications subject to change without notice. ©2013 Western Digital Technologies, Inc. All rights reserved. 2278-771065-A00 July 2013
Align elements on the left side of the print ad with the left side of the absolutely logotype.
Legal copy is set in Helvetica Neue Regular at a minimum point size of 6 over 7 point leading, white type.
partner logo Marcom part number must appear on all ads flushed right and on the last line of the legal copy.
Align elements on the right side of the print ad with the right side of the absolutely logotype.
32
In-environment product print ad At times, products are shown in real environments. Contact Marketing Communications for guidance on in-environment product print ads.
Shared storage and comprehensive data protection for your business.
WD Sentinel™ DX4000 Small Business Storage Server
Advance your small business with a complete solution that provides shared storage and backup licenses for up to 25 networked computers, Windows® and Mac® compatibility, and iSCSI support—all in a compact design. With its convenient remote access capabilities and easy setup and administration, WD Sentinel DX4000 not only helps your business think bigger, it helps it grow bigger, too. Find out more at wd.com.
Western Digital, WD, and the WD logo are registered trademarks of Western Digital Technologies, Inc., in the U.S. and other countries. WD Sentinel and Absolutely 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. Product specifications subject to change without notice. Picture 4178-705854-A00 shown may vary from actual product. ©2013 Western Digital Technologies, Inc. All rights reserved.
33
Anatomy of single-page in-environment print ad Use this guide as reference when creating in-environment print ads.
The most important words of a headline should always be set in Helvetica Neue Bold. The rest of the headline is set in Helvetica Neue Regular.
Shared storage and comprehensive data protection for your business.
Product photography sits centered within ad.
Product name is written in Helvetica Neue 65 Medium (15 pt size), Product Modifier in Helvetica Neue 45 Light (15 pt size), and Category in Helvetica Neue 55 Roman (10 pt size).
WD Sentinel™ DX4000 Small Business Storage Server
A
Box “A” represents the x-height of the absolutely logotype.
Body copy is set in Helvetica Neue Regular at a minimum point size of 10 points and aligns vertically with the top of the WD logo and the baseline of the absolutely logotype. All white type. A 20% opacity white-totransparent gradient band has been added to anchor body copy, product and WD logo.
Advance your small business with a complete solution that provides shared storage and backup licenses A
for up to 25 networked computers, Windows® and Mac® compatibility, and iSCSI support—all in a compact
A
design. With its convenient remote access capabilities and easy setup and administration, WD Sentinel DX4000 not only helps your business think bigger, it helps it grow bigger, too. Find out more at wd.com.
Western Digital, WD, and the WD logo are registered trademarks of Western Digital Technologies, Inc., in the U.S. and other countries. WD Sentinel and Absolutely 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. Product specifications subject to change without notice. Picture 4178-705854-A00 shown may vary from actual product. ©2013 Western Digital Technologies, Inc. All rights reserved.
Align elements on the left side of the print ad within the left side of the live area.
Legal copy is set in Helvetica Neue Regular at a minimum point size of 6 over 7 point leading, all white type.
The WD logo and absolutely logotype lockup should always appear within the live area.
Marcom part number must appear on all ads flushed right and on the last line of the legal copy.
Align elements on the right side of the print ad within the right side of the live area.
34
Product-centric print ads with category color differentiation Product-centric print ads are used to showcase individual WD products rather than depict customer behaviors or lifestyles. The use of photography, color and design present the product as the hero while the headlines and copy focus on specific features and benefits.
35
Anatomy of single-page product-centric print ad Use this guide as a reference when creating product-centric print ads.
The most important words of a headline should always be set in Helvetica Neue Bold. The rest of the headline is set in Helvetica Neue Regular.
Background oval gradient creates the perfect background for highlighting product. See pg. 20 for details.
Product photography sits centered within ad. Product name is written in Helvetica Neue 65 Medium (15 pt size), Product Modifier in Helvetica Neue 45 Light (15 pt size), and Category in Helvetica Neue 55 Roman (10 pt size). Product name and descriptor align on left edge and sits within the category color accent bar. See pg. 20 for more details on color accents.
A
Box “A” represents the x-height of the absolutely logotype.
Body copy is set in Helvetica Neue Regular at a minimum point size of 10 points and aligns vertically with the top of the WD logo and the baseline of the absolutely logotype. All white type.
A
A 20% white to transparent gradient band has been added to anchor body copy, product and WD logo.
The WD logo and absolutely logotype lockup should always partner appear within the live area.
logo
Marcom part number must appear on all ads flushed right and on the last line of the legal copy. Align elements on the left side of the print ad with the left side of the live area.
Legal copy is set in Helvetica Neue Regular at a minimum point size of 6 over 7 point leading, all white type.
Align elements on the right side of the print ad with the right side of the live area.
36
Datacenter drive print ads Datacenter drive print ads feature a unique design inspired by the periodic table of elements and a custom hexagon icon for each datacenter drive product. Interlocked hexagons arranged in a honeycomb design provide background texture. Family ads portray all the product icons next to one another while single product ads should prominently showcase the featured product icon.
Elemental storage building blocks for every datacenter.
Engineered to perform to the highest standards. Yours. Enterprise-Class Build a better datacenter. Enterprise-class drives from WD® offer end-to-end datacenter storage solutions that are rigorously engineered for the ultimate in performance, reliability and scalability. Learn more at wd.com/datacenter.
Western Digital, WD and the WD logo are registered trademarks of Western Digital Technologies, Inc., in the U. S. and other countries. Absolutely is a trademark of Western Digital Technologies, Inc. in the U.S. and other countries. Product specifications subject to change without notice. ©2013 Western Digital Technologies, Inc. All rights reserved. 2278-771065-A00 July 2013
Take your datacenter to a higher level. The ultra-fast WD Xe Hard Drive provides up to 900 GB of datacenter storage and boasts the industry’s highest reliability rating, all while requiring only eight watts of power to operate. Learn more at wd.com/enterprise.
Western Digital, WD and the WD logo are registered trademarks of Western Digital Technologies, Inc., in the U. S. and other countries. Absolutely is a trademark of Western Digital Technologies, Inc. in the U.S. and other countries. Product specifications subject to change without notice. ©2013 Western Digital Technologies, Inc. All rights reserved. 2278-771065-A00 July 2013
37
Anatomy of single-page datacenter drive print ad Use this guide as a reference when creating single-page datacenter print ads.
The first two words of a headline should always be set in Helvetica Neue Bold. The rest of the headline is set in Helvetica Neue Regular.
Elemental storage building blocks for every datacenter. Background image has been colorized and overlaid with a hexagonal pattern grid. The hexagons are applied at various transparencies: darker around the edges and lighter toward the center to allow for readability of type and to reveal the image of the datacenter in the main part of the ad.
Enterprise drive icons are nested perfectly within the hexagonal pattern grid.
Body copy is set in Helvetica Neue Regular at a minimum point size of 10 points. All white type. A 20% opacity white-totransparent gradient band has been added to anchor body copy, product and WD logo.
Build a better datacenter. Enterprise-class drives from WD offer end-to-end datacenter storage solutions that are rigorously engineered for the ultimate in performance, reliability and scalability. Learn more at wd.com/datacenter. ®
The WD logo and absolutely logotype lockup should always appear with the “live” area.
partner
Western Digital, WD and the WD logo are registered trademarks of Western Digital Technologies, Inc., in the U. S. and other countries. Absolutely is a trademark of Western Digital Technologies, Inc. in the U.S. and other countries. Product specifications subject to change without notice. ©2013 Western Digital Technologies, Inc. All rights reserved. 2278-771065-A00 July 2013
Align elements on the left side of the print ad with the left side of the live area.
Legal copy is set in Helvetica Neue Regular at a minimum point size of 6 over 7 point leading, all white type.
logo appear Marcom part number must on all ads flushed right and on the last line of the legal copy.
Align elements on the right side of the print ad within the right side of the live area.
38
Brand pull-up banners Brand pull-up banners are designed to communicate the WD brand promise from a distance. They’re intended for use in environments with foot traffic, such as trade shows, stores and lobbies, and always feature the brand question “Is saving your digital life just the beginning?” paired with brand-level photography.
Brand pull-up banners are 35.5" W X 82.75" H at actual size. Type should be no smaller than 220 points at actual size. absolutely logotype is approximately 4.75" tall.
82.75”
Is saving your digital life just the beginning?
wd.com
Is saving your digital life just the beginning?
wd.com
39
Lifestyle product pull-up banners Lifestyle pull-up banners are high-impact executions designed to communicate the WD brand behaviors from a distance. They’re intended for use in environments with foot traffic, such as trade shows, stores and lobbies, and always feature a behavioral statement related to Save/Share/ Stream/Enjoy paired with approved lifestyle photography.
Lifestyle pull-up banners are 35.5” W X 82.75” H at actual size. Type should be no smaller than 220 points at actual size. absolutely logotype is approximately 4.75” tall.
wd.com
Finally, a cloud of your own. 82.75”
wherever I create it there’s one place to save it.
My Cloud
™
Personal Cloud Storage
Save everything. Access anywhere.
wd.com
4178-705978
40
Datacenter drive pull-up banner Datacenter pull-up banners are designed to showcase the datacenter family from a distance and communicate leadership in the enterprise-class category. They’re intended for use in environments with foot traffic, such as trade shows, stores and lobbies, and feature statements about the family and individual drive offerings. wd.com
Datacenter pull-up banners are 35.5” W X 82.75” H at actual size. Type should be no smaller than 220 points at actual size. absolutely logotype is approximately 4.75” tall.
wd.com
Elemental storage building blocks for every datacenter.
82.75”
wherever I create it there’s one place to save it.
wd.com
41
Product pull-up banner Product pull-up banners are designed to showcase individual WD products from a distance. They’re intended for use in environments with foot traffic, such as trade shows, stores and lobbies, and feature a heroic product shot paired with a statement about the product. wd.com
Product pull-up banners are 35.5” W X 82.75” H at actual size. Type should be no smaller than 220 points at actual size. absolutely logotype is approximately 4.75” tall.
wd.com
82.75”
wherever I create it there’s one place to save it.
42
Anatomy of a pull-up banner
The WD logo and absolutely logotype lockup always appears in the upper right hand corner using the allowable clearance area to determine placement.
Use this guide as a reference when creating pull-up banners. A
A
A
Box “A” represents the x-height of the absolutely logotype.
The most important words of a headline should always be set in Helvetica Neue Bold. The rest of the headline is set in Helvetica Neue Regular. All type is at minimum 220pt over 220pt leading, all white type. Background oval gradient creates perfect background for highlighting product. See page 20 for details.
Product photography sits centered within ad.
Color category accent bar is always placed below the product image and in the identical vertical location across all banners. This will contribute to a uniform and clean look when multiple product/category banners are used together in the same environment. For more information on product line color differentiation, see page 20.
Product name and descriptor is left justified and centered within the horizontal space of the banner. sit centered below the product. Please refer to typography section on page 15 for specifics.
The wd.com url appears on the lower right-hand-corner of the pull-up banner, optically centered vertically between baseline of product descriptor and bottom edge of the pull-up banner. URL aligns on the right of the WD logo and absolutely logotype lockup.
partner logo
43
Brand online banners Brand banner advertising is an extension of brand campaign efforts in broadcast and outdoor. As such, it includes lifestyle photography recognizable from the other mediums while adding a “use-case” layer in the form of save/share/stream/enjoy. In this case, the brand question is answered with absolutely, which is given prominence in the layout and treated separately from the logo. Since the last frame of the banner is the one most likely to be seen and used as the static banner, it should include the most important brand and product information, plus a clear call to action.
160x600 endframe
300x250 Flash banner
728x90 endframe
44
Product online banners Product banners are intended to be more tactical than brand banners. Therefore, product imagery is featured instead of lifestyle photography and is accompanied by a statement about the specific product. Product banners may include a product-specific tagline and/or promotional offer. The WD logo and absolutely logotype lockup must be strictly adhered to in product banners. Always include a call to action in the banner. The call to action can be informational (“Learn more”) or tactical (“20% off, Buy now”). Please note: Category color accents will NOT be utilized on web banners.
160x600 static web banner
300x250 static web banner
728x90 static web banner
45
Datacenter online banners Datacenter online banners should always feature the hexagon product icons as the primary visual. The icons should appear next to one another to communicate interoperability. Since the last frame of the banner is the one most likely to be seen and used as a static banner, it should include the most important brand and product information, plus a clear call to action. 300x250 Flash banner
160x600 endframe
728x90 endframe
300x250 Single drive Flash banner (single product)
46
Anatomy of online static banners Use this guide as a reference when creating online static banners.
Background gradient is consisent across banners of the same size. For guidelines on creating the background gradient, please refer to pg. 21, using the RGB components listed on the left.
For product name treatment rules, please refer to pg.17.
The Flash banner endframe always becomes the basis for a static banner. For any changes or special requests, please contact Marketing Communications.
For headline typography rules, please refer to pg.15.
The absolutely logotype and WD logo lockup appears at the same size and in the same position across banners of the same size.
47
Point of purchase
Finally, a cloud of your own. My Cloud™
Personal Cloud Storage
Save everything. Access anywhere.
48
Anatomy of point of purchase
The most important words of a headline should always be set in Helvetica Neue Bold. The rest of the headline is set in Helvetica Neue Regular.
The WD logo and absolutely logotype lockup always appears in the upper right hand corner using the allowable clearance area to determine placement.
A
Finally, a cloud of your own.
A
My Cloud™
Product appears as large as possible. Use the most heroic product shot available.
Personal Cloud Storage
Save everything. Access anywhere.
• Keep
your content safe at home abundant storage without monthly fees • Access your photos and videos anywhere • Upload photos and videos directly to My Cloud • Easily transfer to and from Dropbox and other cloud accounts • Get
™
4178-705979
A
Box “A” represents the x-height of the absolutely logotype.
Align elements on the left side of the print ad with the left edge of the product shot.
49
Brand support Need assets or templates? Go to wdbrand.com
50
WD, a Western Digital Company 3355 Michelson Drive, Suite 100 Irvine, California 92612 USA © 2013 Western Digital Technologies, Inc. All rights reserved.
4278-705022-A02
