brand identity guidelines version 1 - amd partner...

Brand Identity Guidelines Version 1.0

Version 1.0 Created 3.10.16

CONTENTS

INTRODUCTION PAGES 3 - 4 RADEON BRAND IDENTITY USAGE GUIDELINES PAGES 5 - 10 RADEON MONOGRAM USAGE GUIDELINES PAGES 11 -13 RADEON PRODUCT LOCKUPS PAGES 14 - 17 RADEON RX PRODUCT NOMENCLATURE PAGES 18 - 22

RADEON BRAND IDENTITY GUIDELINES / PAGE 2

RADEON OEM BADGE USAGE GUIDELINES PAGES 23 -25 DESIGN APPLICATIONS & LAYOUT PAGES 26 - 35 BRAND TYPOGRAPHY PAGES 36 - 37 BRAND COLOR PALETTE PAGES 38 - 40 PARTNER LOCKUPS PAGES 41 - 43

RADEON TECHNOLOGIES GROUP USAGE GUIDELINES PAGES 44 - 46 RADEON BRAND STRAPLINES PAGES 47 - 49 RADEON BRAND IMAGERY & ART DIRECTION PAGES 50 - 54 LEGAL PAGE 55 - 56

AN INTRODUCTION

RADEON BRAND IDENTITY OVERVIEW


INTRODUCTION

MORE THAN JUST A LOGO Our identity is not just a logo. It’s a design scheme composed of a number of core elements that come together to create a distinctive look and feel that makes the Radeon brand and its products instantly recognizable.

The following pages have been created to guide you through the core elements of the brand identity, detailing its usage, color palette and construction as well as various applications.

It will assist you in designing and producing compelling communications with a high degree of creative flexibility.


USAGE GUIDELINES

RADEON BRAND IDENTITY


CORE BRAND ELEMENTS


WORDMARK MONOGRAM TYPOGRAPHY

EFFRA BY DALTON MAAG

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789!@£$%^&*()_+

STRAPLINE PRODUCT LOGO COLOR PALETTE

Bring Pixels To Life.

MASTER WORDMARK


OUR WORDMARK The Radeon wordmark has been designed to be used effectively in all print & digital applications. The characters should not be redrawn and the kerning should not be altered in anyway. Ensure only the master artwork is used at all times.

MASTER WORDMARK

MASTER WORDMARK CONSTRUCTION & SAFE ZONE

X

X No content should be within 1x of the wordmark

WORDMARK CONSTRUCTION + SAFE ZONE

GIVE IT SOME SPACE The safe zone has been established to ensure that the Radeon wordmark has impact at all times. No third party copy or logo should infringe on this area. Although you can have more clear space than the minimum.


MINIMUM SIZES


MINIMUM PRINT SIZE 35MM / 1.377INCH

MINIMUM DIGITAL SIZE 100PX

ENSURING LEGIBILITY The minimum sizes for print and digital applications have been calculated to ensure maximum legibility. Just as it’s important to ensure the logo is no smaller than the recommended sizes, use caution when scaling the Radeon logo up. If the logo is too big, it may become overpowering and the viewer will lose the true intent of the messaging.

LEGACY LOGOS & BADGES


DISCONTINUE USEUSE NEW LOGO FOR ALL ONGOING MATERIAL

ONGOING LOGO & BADGE USAGE The new logo wordmark represents the redeveloped brand for Radeon and should therefore be the only logo used for any marketing applications from this point forward.

The new Radeon logo should be used with all Polaris related products. The new logo should also be used on any new marketing materials for old products.

Please discontinue use of the AMD Radeon Graphics badge and replace with the new Radeon logo wordmark.

Non-Polaris products badges, like the Radeon R9 or R7 Series, are still valid. We will not be updating the logo for these products. You can use them with or without the new Radeon logo wordmark depending on space and objective. PID: 169521-A

USAGE GUIDELINES

RADEON MONOGRAM


MONOGRAM

MASTER MONOGRAM SAFE ZONE

X

X

No third party content should be within 1x of the monogram

LEAVING OUR MARK The second core element of the Radeon brand identity is the monogram. This has equal weighting with the wordmark and should always be used in conjunction. The monogram should be placed either at the top left corner or centered at the bottom. It should always be anchored to the edge of the artwork bounding box and not altered in anyway.


MONOGRAM ANCHORING

The monogram should only be used in either the top left hand corner or centered at the bottom of the artwork.

USING THE MONOGRAM

OPTION 1 OPTION 2


MONOGRAM + WORDMARK USAGE The Radeon monogram is an important brand element and so should be treated as such. Ensure the correct minimum of space is allowed. The monogram should never been used independent of the wordmark. The monogram placement and size is used to create a margin for layout purposes.

The size of the Radeon monogram creates the page margin

USAGE GUIDELINES

RADEON PRODUCT LOCKUPS


RADEON + PRODUCT LOCKUPS


PID: 169611-APID: 169610-A

PID: 169616-A

RADEON + PRODUCT VARIATIONS There are various instances where the new Radeon wordmark needs to be locked up with an existing product or technology name. The opposite lockups replace the old product and technology badges.


AMD GAMING EVOLVED The AMD Gaming Evolved logo lockup is a good example of how a new lockup can be used with the new Radeon brand font Effra. The lockups can be used in the various color ways as shown overleaf.

X


MASTER LOGO + LOCKUP SAFE ZONE

Font: Effra Light

Kerning: +30

AMD + PRODUCT LOCKUPS


AMD GAMING EVOLVED The AMD Gaming Evolved logo lockup can be used in various color ways, depending on what’s required.

Reversed Out

Red

PID: 169612-A

AMD + PRODUCT LOCKUPS

USAGE GUIDELINES

PRODUCT NOMENCLATURE


RADEON RX LOGO LOCKUP


RADEON RX PRODUCT BRAND The Radeon product naming system should be used for all new RX products. The RX denotes the technology with additional numbers used to communicate the product variation, examples of these can be seen on the next page.

X

X

PRIMARY RADEON RX PRODUCT LOGO

Note: The surrounding white box is to show how the Radeon RX lockup works on a white background.

PRODUCT NAMING SYSTEM

PRODUCT BRAND

PRODUCT NUMBER

FONT: DIN MEDIUM

FONT: RADEON PIXEL

PRODUCT LOCKUP The Radeon RX nomenclature system includes two distinct sections, the RX denotes on the product brand with the additional 3 boxes describing the model number. The boxes are derived from the Radeon monogram and must not be redrawn. The Radeon wordmark must always appear with he product logo on all marketing materials. Note: Please refer to PID 169063 for product logo and nomenclature guidelines to cross reference. The nomenclature guideline is updated more frequently than the main brand guidelines.



PRODUCT LOCKUP The Radeon RX system uses boxes to contain numerical information. There are various color options available, depending on the required usage.

RX NOMENCLATURE VARIATIONS COLOR WAY EXAMPLE

PRODUCT NAMING SYSTEM

Can be used on black or white backgrounds.

Can be used on black or backgrounds only.

PRODUCT NAMING SYSTEM + RADEON WORDMARK


PRODUCT LOCKUP In certain instances, where space is at a premium, the RX product nomenclature can be locked up with the Radeon wordmark.

USAGE GUIDELINES

RADEON RX OEM BADGES


OEM BADGE VARIATIONS


OEM STICKERS (PRINT) The Radeon graphics sticker can be used with all Radeon products. The Radeon RX sticker can be used with Polaris based Radeon RX Graphics.

OEM BADGES (DIGITAL) There are multiple options for digital badges; RadeonTM graphics, RadeonTM RX and RX 480, 470 And 460 graphics card.

These badges are designed to be used on digital assets such as websites, e-tailer product pages, web banners etc. We discourage the use of these badges on print materials, including posters, end-caps and packaging.

Note: The surrounding white box is to show how the stickers and badges work on a white background and are not to be included in final artwork.

GDDR5

OEM BADGE CONSTRUCTION + SAFE ZONE

BADGE APPLICATION Ensure the Radeon RX badge has enough space on all edges. No third party copy or logo should infringe on the area denoted with a red X. When the badges are used as a badge on a product, ensure the white box element is included between the red and black boxes.

MASTER BADGE CONSTRUCTION & SAFE ZONE

XNo content should be within 1x of the badge

X

Font: Effra Light

Font: Effra Bold

White box added for sticker print only

X

X


USAGE GUIDELINES

DESIGN APPLICATIONS & LAYOUT


LAYOUT


GAME ADVERTS Radeon often advertises with partners on new gaming titles. The following examples show how the brand elements work with partner game imagery. This is very much a ‘less is more’ approach, don’t overcrowd the design, keep it simple and let the imagery do the talking. The next pages show a breakdown of the core elements used.

LAYOUT


GAME ADVERTS

LAYOUT


GAME ADVERTS The core elements should be used as shown. The Radeon monogram is placed in the top left with the wordmark in the bottom right. The margin should be used for any copy elements. Ensure the correct weight of Effra is used for each piece of content.

BODY COPY: EFFRA MEDIUM + LIGHT

PARTNER LOGO PLACEMENT

TERMS & CONDITIONS

BLACK GRADIENT OVERLAY APPLIED TO PARTNER KEY ART

THE AMD LOGO IS ALWAYS REQUIRED IT SHOULD BE PLACED IN THE TOP RIGHT CORNER.

RED ARROW USED NEXT TO HEADERS

DOCUMENT SIZE 609.4MM / 24INCH

MARGIN BASED ON SIZE OF RADEON MONOGRAM

(40MM / 1.57INCH SQUARE)

RADEON LOGO IS ANCHORED TO THE BOTTOM RIGHT HAND CORNER WHEN THE RADEON MONOGRAM IS TIN THE TOP LEFT

LAYOUT


GAME ADVERTS In some instances it may be required to align a gaming title with a specific Radeon graphics card. This example shows how copy and imagery can work together.

RELEVANT GRAPHICS CARD OR PARTNER PRODUCT CAN BE PLACED NEXT TO THE COPY

DOCUMENT SIZE 609.4MM / 24INCH

BODY COPY: EFFRA MEDIUM + LIGHT

PARTNER LOGO PLACEMENT

TERMS & CONDITIONS

BLACK GRADIENT OVERLAY APPLIED TO PARTNER KEY ART

RED ARROW USED NEXT TO HEADERS

MARGIN BASED ON SIZE OF RADEON MONOGRAM

(40MM / 1.57INCH SQUARE)

RADEON LOGO IS ANCHORED TO THE BOTTOM RIGHT HAND CORNER WHEN THE RADEON MONOGRAM IS TIN THE TOP LEFT

THE AMD LOGO IS ALWAYS REQUIRED IT SHOULD BE PLACED IN THE TOP RIGHT CORNER.

CORPORATE STATIONARY


TEMPLATE TEMPLATE WITH COPY

May 10, 2016 Re: Advancing the Virtual Reality

Dear Dr. James: Cae nobis aceptae volorum que consed est laut apicias et eiusapicae alit quiam, quam, eribusamus, solore volore ommoditiur, sit volorerero eium inte coritae sequat odi odis exernam, est, corem imus dis ut eiur, cum res veli-tiamus que peditat.

Sed qui cus si audignatia que aut ped mo ex eostiur? Faccuptas voluptas ea sitas miliquatem lab iduntibus dolupti oribusaniet eliqui nonseque derion rernatumque quiam ius atis dolorem fuga. Tio. Itatus ulleserum sequunt quatur mil min nonse nimusaperrum simus, istrum venimin cimolupis ilissit aut aut venimuscit, sinci cumendi cor reperro voloris dit quae raerfer itatius ciisima ximperum eaquo con enia perio omnimoluptat volorem utas cori-buscim voluptam re veliquat aliquo con parum labor alitiae necto blate volo berro ea nimint reriaspic. Tem volori ut harit, quia doloreium quiam hillani tatur, quis min esecepe rsperferum aut eum quiae nulloritas qui nobitia nusam fuga. Nam sequa-mus, nullam, quiatem eos delit es este pos nis etur am vellatet, nobitis ipideri tiasitas simus alis pa voluptatio. Cuptatu riatibuscid ut fugitis essiti torposte nisciatur, qui ipsunt aut am harum ilia quam remquis quam, sint di opta nobis reptatquae vello te pliquundam imus. Sincerely,

Joe SmithCorporate Vice President

FONT: EFFRA LIGHT 11PT

FONT: EFFRA LIGHT 9PT

LETTERHEADS The following is the approved placement for the wordmark and monogram when used on company letterheads. Ensure the margin is the same as the size of the Radeon monogram on all sides.


CORPORATE STATIONARY

BUSINESS CARDS The following is the approved placement for the wordmark and monogram when used on business cards. There are 2 front options.

FONT: EFFRA BOLD

FONT: EFFRA LIGHT

FONT: EFFRA LIGHT


ON PRODUCT

LOGOS & GRAPHIC CARDS The Radeon RX graphics card includes two instances where the wordmark is placed. This is the only instances where the Radeon wordmark is show vertically.

LOGO ON FAN

LOGO ON SIDE + FRONT


ON PRODUCT

REFERENCE CARDS The following renders show how the Radeon

logo is applied. The images can also be used in marketing materials, as shown previously.


ON PRODUCT

REFERENCE CARDS

USAGE GUIDELINESTYPOGRAPHY


EFFRA LIGHT


EFFRA REGULAR


EFFRA BOLD


BRAND TYPOGRAPHY

Dalton Maag Effra Typeface


BRAND TYPOGRAPHY Our brand font is Effra, designed by the foundry Dalton Maag. The font is available in various weights and languages and includes web support.

Effra should be used in all customer facing marketing materials, including online when possible. If the brand font Effra can not be used it should be substituted with Arial. Files: If you need the Effra font please contact [email protected]

USAGE GUIDELINES

COLOR PALETTE


COLOR PALETTE

RADEON RUBY / PMS 199C / C4 M100 Y76 K1 / R221 G0 B49 RADEON WHITE / PMS N/A / C0 M0 Y0 K0 / R255 G255 B255

RADEON GRAY / PMS Cool Gray 11C / C62 M52 Y46 K40 / R85 G86 B90 RADEON DARK GRAY / PMS N/A / C76 M66 Y56 K71 / R39 G40 B43

RADEON BLACK / PMS N/A / C70 M50 Y30 K100 / R0 G0 B0

CORE BRAND COLORS Ensure consistency by using the brand color palette at all times.


SECONDARYPRIMARY TERTIARY

COLOR PALETTE


CORE BRAND COLORS Below are the approved color ways for the Radeon wordmark & monogram. If the Radeon graphics logo and monogram needs to be used on white please use either the primary version (red) or a black version.

USAGE GUIDELINES

PARTNER LOCKUPS


LOCKUP & PLACEMENT GUIDELINES This is an example of how to use the new Radeon wordmark or technology lockups with existing product badges.

Ensure the Radeon product or tech badges are locked up with AMD badges as shown.

Current badge visuals on any existing or legacy products with AIBs or partners do not need to be updated.

X XXEnsure the Radeon wordmark is the same height as the AMD logo,and that the space between the two elements is equal.

Align the Radeon wordmark with the top of the AMD logo

Examples of how to pair a technology lock up with an existing or legacy Radeon badge.CORRECT SCALING & LOCKUP

LEGACY LOGOS


RADEON + AMD LOGO LOCKUP


RADEON & AMD LOCKUPS There are various occasions where the Radeon and AMD logos need to co-exist on marketing materials. Ensure the AMD and Radeon logo lock is used as shown.

AMD & RADEON USAGE

X

No content should be within 1x of the wordmark

X

USAGE GUIDELINES

RADEON TECHNOLOGIES GROUP


RTG WORDMARK & LOCKUP CONSTRUCTION


RADEON TECHNOLOGIES GROUP Radeon Technologies Group (RTG) is the division umbrella brand. The wordmark lockup should not be redrawn or edited in any way.

X


PID 169523-A

MASTER LOGO + LOCKUP SAFE ZONE

X

Font: Effra Light

Kerning: +30

RTG WORDMARK COLOR VARIATIONS


RADEON TECHNOLOGIES GROUP The RTG wordmark lockup can be used in ruby, white, grey and black.

USAGE GUIDELINES

BRAND STRAPLINES


BRAND STRAPLINE + LOCKUP


X

X

X

CORPORATE STRAPLINE The brand strapline can be used in marketing materials and internally. The strapline should not be used independent of the Radeon wordmark.


ALTERNATIVE STRAPLINES


CORPORATE STRAPLINE There are instances where a different strapline can be used, for example Radeon RX which focuses more on the gaming market may want to push this particular element in marketing materials. In this case Radeon RX could use ‘Brings Gaming to Life’.

Brings GamingTo Life. PRODUCT/TECHNOLOGY SPECIFIC USE

RADEON BRAND STRAPLINE


USAGE GUIDELINESBRAND IMAGERY


BRING PIXELS TO LIFE IMAGERY


PIXEL ART DIRECTION The Radeon brand identity was born of a single pixel, the brand imagery art direction reflects this. The images can be used internally or with the Radeon Technologies Group brand and are there to inspire and awe the viewer.

ATTRIBUTIONS

LEGAL REQUIREMENTS


LEGAL


LEGAL REQUIREMENTS © 2016 Advanced Micro Devices, Inc. All rights reserved. AMD, the AMD Arrow logo, Radeon, and combinations thereof are trademarks of Advanced Micro Devices, Inc. in the United States and/or other jurisdictions. Other names are for informational purposes only and may be trademarks of their respective companies.

DOOM LEGAL REQUIREMENTS Standard:© 2016 Bethesda Softworks LLC, a ZeniMax Media company. DOOM and related logos are registered trademarks or trademarks of id Software LLC in the U.S. and/or other countries. All Rights Reserved. Use the following short form legal line in online banner ads or other materials where the long form will not fit due to size constraints.© 2016 ZeniMax Media Inc. All Rights Reserved. Use the following truncated legal for use in online banner ads where even short form will not fit due to size constraints.© 2016 ZeniMax.

BATTLEFIELD 1 LEGAL REQUIREMENTS Standard:Battlefield 1 images and logos ©2016 Electronic Arts Inc. Battlefield, Battlefield 1 and the DICE logo are trademarks of EA Digital Illusions CE AB. EA and the EA logo are trademarks of Electronic Arts Inc. Short for special cases only:©2016 Electronic Arts Inc.

Contact your AMD/Radeon sales or marketing representative or [email protected]

QUESTIONS?

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