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
RADEON BRAND IDENTITY GUIDELINES / PAGE 3
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.
RADEON BRAND IDENTITY GUIDELINES / PAGE 4
USAGE GUIDELINES
RADEON BRAND IDENTITY
RADEON BRAND IDENTITY GUIDELINES / PAGE 5
CORE BRAND ELEMENTS
RADEON BRAND IDENTITY GUIDELINES / PAGE 6
WORDMARK MONOGRAM TYPOGRAPHY
EFFRA BY DALTON MAAG
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789!@£$%^&*()_+
STRAPLINE PRODUCT LOGO COLOR PALETTE
Bring Pixels To Life.
MASTER WORDMARK
RADEON BRAND IDENTITY GUIDELINES / PAGE 7
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.
RADEON BRAND IDENTITY GUIDELINES / PAGE 8
MINIMUM SIZES
RADEON BRAND IDENTITY GUIDELINES / PAGE 9
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
RADEON BRAND IDENTITY GUIDELINES / PAGE 10
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
RADEON BRAND IDENTITY GUIDELINES / PAGE 11
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.
RADEON BRAND IDENTITY GUIDELINES / PAGE 12
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
RADEON BRAND IDENTITY GUIDELINES / PAGE 13
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 BRAND IDENTITY GUIDELINES / PAGE 14
RADEON + PRODUCT LOCKUPS
RADEON BRAND IDENTITY GUIDELINES / PAGE 15
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.
RADEON BRAND IDENTITY GUIDELINES / PAGE 16
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
X No content should be within 1x of the wordmark
MASTER LOGO + LOCKUP SAFE ZONE
Font: Effra Light
Kerning: +30
AMD + PRODUCT LOCKUPS
RADEON BRAND IDENTITY GUIDELINES / PAGE 17
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 BRAND IDENTITY GUIDELINES / PAGE 18
RADEON RX LOGO LOCKUP
RADEON BRAND IDENTITY GUIDELINES / PAGE 19
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.
RADEON BRAND IDENTITY GUIDELINES / PAGE 20
RADEON BRAND IDENTITY GUIDELINES / PAGE 21
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
RADEON BRAND IDENTITY GUIDELINES / PAGE 22
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
RADEON BRAND IDENTITY GUIDELINES / PAGE 23
OEM BADGE VARIATIONS
RADEON BRAND IDENTITY GUIDELINES / PAGE 24
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
RADEON BRAND IDENTITY GUIDELINES / PAGE 25
USAGE GUIDELINES
DESIGN APPLICATIONS & LAYOUT
RADEON BRAND IDENTITY GUIDELINES / PAGE 26
LAYOUT
RADEON BRAND IDENTITY GUIDELINES / PAGE 27
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
RADEON BRAND IDENTITY GUIDELINES / PAGE 28
GAME ADVERTS
LAYOUT
RADEON BRAND IDENTITY GUIDELINES / PAGE 29
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
RADEON BRAND IDENTITY GUIDELINES / PAGE 30
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
RADEON BRAND IDENTITY GUIDELINES / PAGE 31
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.
RADEON BRAND IDENTITY GUIDELINES / PAGE 32
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
RADEON BRAND IDENTITY GUIDELINES / PAGE 33
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
RADEON BRAND IDENTITY GUIDELINES / PAGE 34
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.
RADEON BRAND IDENTITY GUIDELINES / PAGE 35
ON PRODUCT
REFERENCE CARDS
USAGE GUIDELINESTYPOGRAPHY
RADEON BRAND IDENTITY GUIDELINES / PAGE 36
EFFRA LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789!@£$%^&*()_+
EFFRA REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789!@£$%^&*()_+
EFFRA BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789!@£$%^&*()_+
BRAND TYPOGRAPHY
Dalton Maag Effra Typeface
RADEON BRAND IDENTITY GUIDELINES / PAGE 37
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
RADEON BRAND IDENTITY GUIDELINES / PAGE 38
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.
RADEON BRAND IDENTITY GUIDELINES / PAGE 39
SECONDARYPRIMARY TERTIARY
COLOR PALETTE
RADEON BRAND IDENTITY GUIDELINES / PAGE 40
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
RADEON BRAND IDENTITY GUIDELINES / PAGE 41
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 BRAND IDENTITY GUIDELINES / PAGE 42
RADEON + AMD LOGO LOCKUP
RADEON BRAND IDENTITY GUIDELINES / PAGE 43
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
RADEON BRAND IDENTITY GUIDELINES / PAGE 44
RTG WORDMARK & LOCKUP CONSTRUCTION
RADEON BRAND IDENTITY GUIDELINES / PAGE 45
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
X No content should be within 1x of the wordmark
PID 169523-A
MASTER LOGO + LOCKUP SAFE ZONE
X
Font: Effra Light
Kerning: +30
RTG WORDMARK COLOR VARIATIONS
RADEON BRAND IDENTITY GUIDELINES / PAGE 46
RADEON TECHNOLOGIES GROUP The RTG wordmark lockup can be used in ruby, white, grey and black.
USAGE GUIDELINES
BRAND STRAPLINES
RADEON BRAND IDENTITY GUIDELINES / PAGE 47
BRAND STRAPLINE + LOCKUP
RADEON BRAND IDENTITY GUIDELINES / PAGE 48
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.
Bring Pixels To Life.
ALTERNATIVE STRAPLINES
Bring Pixels To Life.
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
RADEON BRAND IDENTITY GUIDELINES / PAGE 49
USAGE GUIDELINESBRAND IMAGERY
RADEON BRAND IDENTITY GUIDELINES / PAGE 50
BRING PIXELS TO LIFE IMAGERY
RADEON BRAND IDENTITY GUIDELINES / PAGE 51
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.
RADEON BRAND IDENTITY GUIDELINES / PAGE 52
RADEON BRAND IDENTITY GUIDELINES / PAGE 53
RADEON BRAND IDENTITY GUIDELINES / PAGE 54
ATTRIBUTIONS
LEGAL REQUIREMENTS
RADEON BRAND IDENTITY GUIDELINES / PAGE 55
LEGAL
RADEON BRAND IDENTITY GUIDELINES / PAGE 56
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?