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STYLE GUIDE

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A LT E C L A N S I N G S T Y L E G U I D E L I N E S 0 2

TABLE OF CONTENTS

01 / Introduction .................................................................pg. 03

02 / Logo System .................................................................pg. 04

03 / Logo Dos & Donts ......................................................pg. 14

04 / Tagline Usage ..............................................................pg. 15

05 / Typography ..................................................................pg. 16

06 / Colors ...........................................................................pg. 17

07 / Image & Photography Style .........................................pg. 18

08 / Iconography .................................................................pg. 19

09 / Packaging & Displays ...................................................pg. 20

10 / Presentations & Collateral............................................pg. 22

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ALTEC LANSING STYLE GUIDELINES 03

01 / INTRODUCTION

Altec Lansing stands for legendary quality, craftsmanship and

performance across a wide range of innovative audiovisual prod-

ucts that continually raise the bar for the most dynamic sensory-

experience.

Today, the Altec Lansing brand represents a long, storied history

of engineering rsts as well as a new age of entertainment and,

with it, another set of barriers to break. The style of the brand

should reect this dichotomy by mixing classical and modern

design elements. Materials should look both minimal and bold by

mixing strong typography and clean black or white space.

This style guideline has been developed to help you communicate

our brand with accuracy and consistency.

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ALTEC LANSING STYLE GUIDELINES 04

02 / LOGO SYSTEM

The Altec Lansing logo system is timeless. Use it wisely.

As the main identier for the brand, one of these logos should bepresent on all external and internal communications.

02.01 / Main Logo

Just use this whenever possible.

The main logo or stack is made up of two parts: (i) the Altec

Lansing type and (ii) the Horn. The horn is an abstract visual

representation of a rectangular horn speaker that dates back

to Altec Lansings beginnings. The inset shadow created by thespeakers shape is negative space in the logo.

Minimum Height:.75 for print, 85 px for digital.

Minimum Space:Maintain a minimum of X around all four

sides. The size of X is equal to the A in LANSING.

MIN. HEIGHT:

.75 for Print

MIN. HEIGHT:

85px for Digital

MIN. SPACE

02.01

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0602 / LOGO SYSTEM

02.02 / Lockup Logo

An alternate option only for certain layouts.It looks best when utilized on materials that are wider than they are tall or when the logo is being lined up with corresponding text. As it is not as

high as the main logo, it can be used in headers and footers to save space without having to sacrice size.

Minimum Height:.375 for print, 45 px for digital.

Minimum Space:Maintain a minimum of X around all four sides. The size of X is equal to the A in LANSING.

MIN. HEIGHT:

.375 for Print

MIN. HEIGHT:

45px for Digital

MIN. SPACE

02.02

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0802 / LOGO SYSTEM

02.03 / Horn Logo

Its our mark. Use it and use it well.

The Altec Lansing horn is an abstract visual representation of a rectangular horn speaker that dates back to Altec Lansings beginnings. The inset

shadow created by the speakers shape is negative space in the logo.

The horn on its own can be used more liberally than the other logos. As long as its full structure is kept intact and the entire mark is in view, the

horn can be integrated into photographs and other imagery. Avoid obfuscating the horn by placing it behind other components of the material.

The horn should not be used in lieu of creativty. The horn should not be used as a standalone logo without the Altec Lansing type appearing else-

where in the material.

Minimum Height:.375 for print, 45 px for digital.

Minimum Space:Maintain a minimum of X around all four sides. The size of X is equal to the A in LANSING.

MIN. HEIGHT:

.375 for Print

MIN. HEIGHT:

45px for Digital

02.03

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ALTEC LANSING STYLE GUIDELINES 10

02 / LOGO SYSTEM

02.04 / Type Logo

A nice and clean alternative to the main logo.

As the Altec Lansing Horn should be present on all materials,

this logo should only be used in conjunction with another. This

logo should not compete in size with either the main logo or

lockup logo.

Do not use the Type Logo without the Registered Symbol.

Minimum Height:.375 for print, 45 px for digital.

Minimum Space:Maintain a minimum of X around all four

sides. The size of X is equal to the A in LANSING.

MIN. HEIGHT:

.75 for Print

MIN. HEIGHT:

85px for Digital

MIN. SPACE

02.04

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ALTEC LANSING STYLE GUIDELINES 12

02 / LOGO SYSTEM

02.05 / Speaker Logo

This logo should be used sparingly. Its just cool.

This alternate logo emulates a speaker cabinet with a horn am-

plier on top. Its style is more mechanical in nature and should

be utilized in conjunction with specications and statistics.

Minimum Height:.75 for print, 85 px for digital.

Minimum Space:Maintain a minimum of X around all four

sides. The size of X is equal to the A in LANSING.

MIN. HEIGHT:

.75 for Print

MIN. HEIGHT:

85px for Digital

MIN. SPACE

02.05

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1403 / LOGO DOS & DONTS

The Altec Lansing logo system is sacred and is not to be tried with.

03.02 / Donts

(i) Never use a color other than white or black for the logo.

(ii) Dont add a gradient or texture to the logo. Its gross.

(iii) Do not stretch the logo either vertically or horizontally out

of scale.

(iv) Never place the logo on a complicated photographic

background.

03.01 / Dos

(i) Present the Altec Lansing logo against a white or black back-

ground. The logo can also be used on simple photographic back-

ground.

(ii) Do add the following trademark notice whenever an ocial Altec

Lansing logo appears in packaging, advertising, and other external

materials. If required, adjust year.

2014 Altec Lansing/AL Innity, LLC. All rights reserved. AL-

TEC, ALTEC LANSING, the Altec Lansing logo are marks of Altec

Lansing/AL Innity LLC.

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ALTEC LANSING STYLE GUIDELINES 15

04 / TAGLINE USAGE

The First. tagline is a declarative statement about Altec Lan-

sings trailblazing history and ranking among our competitors.

In other words, we were rst and we are rst. The tagline and its

mark should only be used in advertising and promotional pieces

when it makes sense contextually. Do not use the tagline logos

on packaging.

As the First. mark replaces the horn in the logo system, when-

ever possible utilize the horn elsewhere in the piece.

04.01 / Main Tagline Logo(i) Utilize this logo in replacement of the main logo without the

horn.

04.02 / Lockup Tagline Logo

(i) Utilize this logo in replacement of the lockup logo without the

horn.

04.01

04.02

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1605 / TYPOGRAPHY

Typography is a key component of the Altec Lansing brand. Pay attention to small details such as tracking, kerning, and leading with all typogra-

phy. You may not be able to tell a dierence, but trust us, we will.

Baskerville Regular

AaABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

PROXIMA REGULAR

AaABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghi jklmnopqrstuvwxyz

0123456789

PROXIMA NOVA BLACK

AaABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

05.01 / Proxima Nova Black

Titles, Headline & Product Names

(i) Always set in ALL CAPS.

(ii) Tracked at 40

(iii) Tips: (a) Utilize Proxima Nova Black

at a size of two or three points larger than

body text for a cleaner, more modern style

or at very large sizes for a stronger, bold-

er eect. (b) Lowercase letters in product

titles should be replaced by Proxima Nova

Regular.

05.02 / Proxima Nova Regular

Subtitles & Product Descriptions

(i) Always set in ALL CAPS.

(ii) Tracked at 100

(iii) Tips: (a) Proxima Nova Regular looks

best when positioned directly above or be-

low Proxima Nova Black or when isolated.

(b) Due to the very expanded tracking,

Proxima Nova Regular should be kept on

one line whenever possible.

05.03 / Baskerville

Body Text

(i) Always set in Title Case.

(ii) Standard Tracking

(iii) Tips: (a) In general, leading should be

1.5 times the size of the text (e.g. 12pt =

18pt leading). This should especially be

done with 3 or more lines of body text.

(b) Bold and italic Baskerville may be used

as needed but should be used for isolat-

ed words, phrases, or subtitles. (c) Large

amounts of body text should always be left

aligned.

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ALTEC LANSING STYLE GUIDELINES 17

06 / COLORS

Black and white are the staples of the Altec Lansing brand.

Allow product colors to capture the eye on certain materials, but

dont be afraid to use no color at all. Use only true black and true

white with all typography.

Registration Black

C 0 M 0 Y 0 K 100

R 0 G 0 B 0

#000000

Pure WhiteC 00 M 00 Y 00 K 00

R 255 B 255 G 255

#FFFFFF

PURE WHITE

REGISTRATION BLACK

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ALTEC LANSING STYLE GUIDELINES 18

07 / IMAGE & PHOTOGRAPHY STYLE

Branded photography should hark back to Altec Lansings

historical prominence. Attempt to avoid modern technology and

fashions in photography. Utilize greyscale photographs with a

great deal of contrast and a retro lm grain texture for the stron-

gest imagery.

Product photography should be shot with strong highlights and

shadows to emphasize the shape of products as well as create a

strong black and white contrast. Heavy drop shadows and reec-

tions should be avoided on white backgrounds.

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ALTEC LANSING STYLE GUIDELINES 19

08 / ICONOGRAPHY

We encourage the use of icons on product packaging and sell

sheets to help the consumer better identify with the signature

characteristics and features of our products.

(i) Icons should be created with simplistic black or white line

art. Generally use a 0.5pt stroke width in print and a 2px stroke

width on screen.

(ii) Keep it simple. The less it takes to connote the function of the

icon, the better. We encourage the use of icons on product pack-

aging and sell sheets to help the consumer better identify with thesignature characteristics and features of our products.

09 01

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ALTEC LANSING STYLE GUIDELINES 20

09 / PACKAGING & DISPLAYS

Our most prominent consumer touchpoint is our packaging. Its

what draws attention on shelves, and serves as the rst physical

interaction many online shoppers will have with our products.

This makes consistent execution of our packaging templates

critical to communicating the Altec brand.

09.01 / Packaging

(i) All packaging across the full product line must fall into line

with the style depicted here in this mockup.

09.01

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2109 / PACKAGING & DISPLAYS

09.02 / Displays

(i) All displays across the full product line must fall into line with the style depicted here in this mockup.

09.02

JUST LISTEN.

INMOTION

B L U E T O O T H S P E A K E R

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2209 / PACKAGING & DISPLAYS

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ALTEC LANSING STYLE GUIDELINES 23

11 / TRADEMARK NOTICE

The trademark notice must appear on all materials that feature

the Altec Lansing logo. Make sure the notice is legible and visible

while not distracting away from the material.

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ALTEC LANSING STYLE GUIDELINES 24

12 / DIGITAL & EMAIL

Products on a white background should adhere to the following

guidelines.

(i)3/4 view shots are the preferred angle. The Altec logo should

be present in every product hero shot.

(ii)Products should be shot with an overall cool tone. Be sure

shadows dont skew to warm tones.

(iii)Products should be shot with a wide angle lense to ensure a

dynamic and energetic composition.

(iv)Lighting should ensure that the shadows and highlights bring

out the shape in the product.

(v)Products should have rich shadows and reections at the base

to anchor them.

(iv)Products should not be shot on a refelctive surface.