rsa brand guide
TRANSCRIPT
Brand Style Guide and
Division Identity Standards
����������� �����������
This document is an interactive PDF, so you can easily navigate to the subject matter that you are seeking.
Click specific subjects to be taken directly to that section or subject.
You can also use the Find function in Acrobat to search for particular words or content.
Welcome to the new RSA Brand Guide
Today, all over the globe, we are collaborating with customers
to address their most pressing concerns with advanced security
products and solutions—and to bring those innovations to
market at a quality level that surpasses the competition. This
document represents another opportunity to further strengthen
our reputation and image in the marketplace. More than a list
of rules about where to put our new signature or what typeface
to use in presentations, this is a guide that will help bring the
RSA brand to life.
Effectively managing our brand equity across all our marketing
communications, against every customer touch point and within
different regions, requires extraordinary consistency in the way
we communicate. Thus, our new branding initiative begins with
an understanding of our core strategy, dedication to the
consistent implementation of that strategy, and discipline to
manage and maintain the RSA brand value over time.
The information contained herein will guide you in making the
right decisions that build and protect our brand assets. You’ll
find a wealth of information about logos, colors, grids and
photography–the external manifestations of our brand.
However, expressing the spirit of the RSA brand is up to you.
Selecting the most appropriate photographs, crafting the right
words, and putting customers first will take careful thought,
imagination and dedication to our brand values. We know you
will succeed, because when everyone brings the brand alive at
every customer touch point, it will set us apart, and ultimately,
secure our market position as the premier provider of security
solutions for business acceleration, and the best and only
choice for information-centric security.
While this guide is intended to be as comprehensive as
possible, not every scenario can be taken into account. It will
be updated periodically to reflect changes to standards and
new issues as they arise. Please refer your agencies and
production partners to this document as a resource.
Any questions should be directed to Division Marketing.
Thank you for helping to set the RSA brand apart.
The RSA Brand Team
Welcome
����������� �����������
This is our moment.
Never before in our proud 27 year history have the forces of
commerce, society and business come together to create a new
world of possibilities–for RSA, our employees, our investors, our
partners and, most importantly, our customers. We are the
global leader in providing innovative security solutions for
business acceleration. We help the world’s leading companies
solve their most complex and sensitive security challenges and
free them from the worry of security failure. In so doing, we
allow them to imagine new business possibilities, continually
innovate and, ultimately, realize their ambitions.
However, this will only happen if we partner with our customers,
and continually nurture and increase their faith in the RSA
brand and what it represents. To accomplish this we must have
a common understanding of who we are. We must convey our
brand promise clearly and concisely. Every communication and
customer contact must reflect our brand message, our personality
and our attributes. We must respect our customers and
respond in a timely manner to resolve their most pressing
issues. Reducing cycle times, developing quality solutions and
always exceeding customer expectations are critical to building
our customer’s trust in the RSA brand.
This document contains important information on properly
positioning, communicating and visually representing the RSA
brand, and signifies the completion of the company’s post-merger
integration under new corporate parent, EMC Corporation. These
materials will help you understand what needs to be done to set our
brand apart, and communicate our value and differentiation to the
market.
I encourage you to embrace the RSA brand so that we may
fully deliver on our potential to all stakeholders and expand
our industry leadership position. I encourage you to work
with our customers, our business partners and other EMC
divisions to leverage our expertise and broad portfolio of
information-centric security products and services to deliver
superior integrated security solutions.
Together, we fulfill the RSA brand promise. Together, we
succeed. Together, we drive the future. I cannot think of a
more rewarding endeavor.
Arthur W. Coviello, Jr.
President
RSA, The Security Division of EMC
Letter from the
President
����������� �����������
CONTENTS
Contents
1RSA Brand Foundational Elements
1.1 The RSA Brand Strategy
Brand Concept/MissionPositioningPersonality
1.2 Architecture
Master BrandStructureBrand MigrationStandalone & Endorsed BrandsAcquisition PhilosophyTransition Guidelines
1.3 Nomenclature
Company NameBusiness GroupsProduct and Service NamesExceptions
1.4 Trademarks
GovernanceName TreatmentPrimary Usage RulesOther CompaniesThird Party UsageTrademark List
3RSA Brand Identity System
3.1 Intro
3.2 Primary Design Elements
TypographyPrimary Color PaletteSecondary Color PaletteVisual FormatPhotography Style
3.3 Examples
Advertising & Themed CampaignsPrograms & EventsCollateral
3.4 Resources
RSA Brand StandardsWinbrook Printing (Stationery)Branding/Graphics Library(RSANET Users Only)Technology Partners
2RSA Division Identity System
2.1 Logotype Standards
Division Logo BasicsSpacing & SizeAddress SignatureColor Specifications
Product Brand LogosBasicsProduct Logo Treatments
Partner LogosRSA SecurWorldRSA SecuredRSA Secure ReadySECURED BY RSA
2.3 Typography
Division Identity MaterialsObtaining FontsWord Usage
2.4 Stationery
SystemTypingLetterheadEnvelopeBusiness cards
����������� �����������
Our brand strategy is a road map for understanding and delivering on our
brand potential. Understanding and articulating our unique capabilities
and attributes in a consistent manner enables us to increase awareness
and build loyalty while strengthening the ties customers have to our brand.
The strategic foundational elements of the RSA brand are:
RSA Brand Concept, Mission & Value Proposition
Our brand concept and mission define what we are committed to
accomplishing with and for our customers.
Our brand concept is captured as follows:
“Change the Game”: By changing the game in security, we're helping
our customers change the game in their own businesses and industries.
Our mission supports our brand concept:
“Be a catalyst for break-out business success by freeing organizations
from the worry of security failure.”
Our value proposition further captures our intent:
“RSA solves your most complex and sensitive security challenges for the
enduring protection of your customers, results and reputation, and the
realization of your greatest ambitions.”
The essence of RSA today is our brand promise. Through our information-
centric security approach we ensure that information is always an asset
and never a liability. Our brand promise is communicated externally
through our positioning and given dimension through our unique brand
personality attributes.
RSA Brand Positioning
Positioning is our point of differentiation versus key
competitors. It stakes out a space in a territory
where we can credibly deliver quality products,
services or unique benefits that no other
organization can deliver. Positioning guides all
communications and must be reinforced through
action, to all audiences, across all business groups
and in all regions.
Our positioning declares the unique end-benefit
that distinguishes RSA from all others and clearly
tells customers the value we provide:
“RSA is the premier provider of security solutions
for business acceleration.”
RSA Brand Personality
The dedicated efforts of RSA employees to drive the company’s success is
essential to our future. Our customer-centric culture is achieved through
the demonstration of our primary brand personality traits, shown in the red
block.
These key traits should manifest in our behavior and be brought to life in
the most vital, social and personal way. The actions of each employee will
need to support our brand promise at every turn to create a complete
brand experience for our customers.
PASSIONATE
AUTHENTIC
DRIVEN
DYNAMIC
INVENTIVE
LEADER
RSA Brand
Division Identity
Brand identity
1.1
Strategy Architecture Nomenclature Trademarks
Brand Concept/ Positioning Personality
Mission
����������� �����������
RSA Brand
Division Identity
Brand identity
1.2
RSA Master Brand Architecture
RSA specific offerings are organized under a Master Brand strategy (also
called a monolithic architecture) in which all of the company’s business
units, products and services are branded with the well-known RSA Master
Brand as their primary identifier.
Within this architecture, RSA supports a variety of product brands and
services brands that are well-known identifiers in their respective markets.
In all cases, these brands are secondary to the RSA Master Brand. In most
cases, the product and service names are descriptive in nature. As a
general rule, it is preferred that products and services under the Master
Brand do not use a separate logo, except as noted below, or write the
product or service name in a stylized font or with distinct graphics – in
effect, creating a new logo. Only approved product logo treatments should
be used and then only for product-specific uses, e.g., interfaces, splash
screens and packaging.
Sub-brands are separate from product brands and are for offerings that are
different from the master brand; they are created to highlight different
features, to appeal to different segments or target different markets, e.g.,
Go ID, eFraudNetwork.
The schematic on the next page shows our current brand architecture.
Exceptions to the recommended application of the Master Brand strategy
must be reviewed and approved by Division Marketing.
Strategy Architecture Nomenclature Trademarks
Master Brand Structure Brand Acquisition Transition
Migration Philosophy Guidelines
RSA Brand
Division Identity
Brand identity
1.2
����������� �����������
RSA® Customer Support RSA SecurCare® RSA® Professional Services RSA® Premium Services RSA® Authentication Service RSA FraudActionSM (4 services)
RSA® Certified Security Professional RSA SecurID® Select RSA Secured® Secured by RSA®
RSA SecurWorld™
Strategy Architecture Nomenclature Trademarks
Master Brand Structure Brand Acquisition Transition
Migration Philosophy Guidelines
Division Brand
Master Brand
RSA® Laboratories
Master Brand
RSA® Conference
Product
CategoriesData Solutions
RSA BSAFE®
RSA® Data Security Manager
RSA® Database Security Manager
RSA® File Security Manager
RSA® Risk Engine
RSA® Key Management Server
RSA® Key Manager
RSA® Digital Certificate Solution
RSA® Certificate Manager
RSA® Credential Manager
RSA® Key Recovery Manager
RSA® Registration Manager
RSA® Secure VPN Solution
RSA® Validation Solution
RSA® Validation Manager
RSA® Validation Client
RSA enVision™ Platform
RSA enVision LogSmart™
RSA enVision Event Explorer™
RSA enVision™ NAS3500
RSA enVision™ DAS2000
Access Solutions Security Management Solutions
Product
Brands
Services
Co-Brands
RSA® eFraudNetwork RSA® eFraudNetwork ForumSub-Brands
Channel
Program
RSA SecurID®
RSA® Authentication Manager
RSA® Authentication Agent
RSA® Authentication Client
RSA® Authentication Deployment Mgr.
RSA SecurID® Authentication Engine
RSA SecurID® Key Generation Toolkit
RSA SecurID® for Microsoft® Windows®
RSA SecurID® Token for J2ME
RSA SecurID® Toolbar Token
RSA SecurID® Appliance
RSA SecurID® Authenticator SID800
RSA SecurID® SID900 Transaction Signing
Authenticator
RSA® Smart Card
RSA® Smart Key 6200
RSA® Access Manager
Smart Rules®
Virtual Business Unit®
RSA® Advanced User Manager
RSA® Reporting and Compliance Manager
RSA® Card Manager
RSA® Consumer Solutions
RSA® Adaptive Authentication for Web
RSA® Adaptive Authentication for Phone
RSA® Anti-Fraud Command Center
RSA® eCommerce Authentication
RSA SecureSuite®
RSA® Transaction Monitoring
RSA® Transaction Monitoring for eCommerce
RSA® Federated Identity Manager
RSA® Identity Verification
Master Brand
RSA, The Security Division of EMC
This table represents brands developed for marketing purposes and is not inclusive of all trademarks. For a complete list of trademarks please go to:
RSA Brand Standards
����������� �����������
RSA Brand
Division Identity
Brand identity
1.2
Brand Migration
In recent years, RSA has made numerous strategic acquisitions that enhance
our portfolio of products, technologies and solutions. RSA intends to
incorporate acquired brands into the RSA Master Brand architecture at the
appropriate time in the acquisition transition plan, and to avoid creating new
brands outside the architecture, unless there are compelling business
reasons to do so. This is a strategic policy intended to capitalize on the
considerable RSA brand equity and build the power of the master brand.
For companies and brands acquired in the future, it is important to develop
and implement a transition strategy based on the corporate migration
philosophy. The brand migration plan should be developed as part of the
due diligence and acquisition integration processes. Specific brand
migration strategies will be developed in consultation with the business
group leader. Division Marketing can provide information and tools to guide
the process of migrating acquired brands to the RSA Master Brand. The
following Acquisition & Transition standards provide general guidance.
Strategy Architecture Nomenclature Trademarks
Master Brand Structure Brand Acquisition Transition
Migration Philosophy Guidelines
Acquisition Philosophy
When RSA acquires a company, business unit, brand, product line,
technology or other entity, it is important that a transition strategy be
developed as an integral part of the acquisition and integration plan.
Under the RSA Master Brand strategy acquired brands will be integrated at
some point into the RSA Master Brand architecture to capitalize on the
name recognition and reputation inherent in the RSA brand. If there is a
clear business case supported by valid market data, the decision may be
made at the executive level in conjunction with the business group leader
to maintain and support an acquired company or brand as a Standalone
Brand or Endorsed Brand. An Endorsed Brand status is often a step in the
planned migration to the RSA Master Brand. Over a period of time (12-24
months), the Endorsed brand will evolve into a product or service brand
under the RSA Master Brand architecture. Standalone brands most likely
will retain their current status, but will be evaluated periodically for
opportunities for closer alignment with the RSA Master Brand.
However, in all cases, applications for a new RSA Standalone Brand or
Endorsed Brand must be reviewed and approved by Division Marketing to
ensure the treatment, nomenclature and visual identity guidelines are
properly applied.
����������� �����������
RSA Brand
Division Identity
Brand identity
1.2
Transition Guidelines
Our overarching brand migration strategy is designed to transfer the
acquired equities and good will to the RSA Master Brand when it is most
practical and makes the most business sense. If a decision is made to
retain an acquired brand name as a product or service brand for an
extended period of time, the RSA goal is to capitalize on the existing equity
inherent in that brand as an Endorsed or Standalone Brand.
The development of a brand migration path should be completed by
business units involved in merger and acquisition activities, as part of the
due diligence and acquisition integration process. A strategic brand
migration plan would:
– Review such factors as customer relationships, distribution channels,
sales channels/conflicts, and overall transition cost;
– Include an outline of the interim steps required—if any—to transition the
brand identity from an Endorsed or Standalone state to a branded
product or service under the RSA Master Brand architecture;
alternatively, a business case should be prepared with rationale for
retaining its current Standalone or Endorsed state;
– Define the least number of steps required to make the transition while
minimizing costs and ensuring clarity among customers, channel
partners and employees; and
– Define an internal and external communications plan to support the
migration path.
Each brand-migration plan is unique and will include specific interim steps
and time lines.
The chart on the following page provides general guidelines for
transitioning acquired companies, brands, product lines or other entities to
the RSA Master Brand architecture. A specific plan and timeline based on
these guidelines should be developed by Division Marketing, the involved
RSA business unit and the acquired company's communications staff.
Strategy Architecture Nomenclature Trademarks
Master Brand Structure Brand Acquisition Transition
Migration Philosophy Guidelines
RSA Brand
Division Identity
Brand identity
1.2
– Transition to the RSA Division and Brand Visual Identity System should be completed.
Recommended Transition Timeline
Strategy Architecture Nomenclature Trademarks
Master Brand Structure Brand Acquisition Transition
Migration Philosophy Guidelines
– All employee communications materials should adhere to the RSA guidelines;
– All PowerPoint® presentations should be developed using the approved RSA template;
– News releases should be on approved RSA letterhead;
– All external websites should post a temporary notification to advise the public of the transition;
– Telephone answering and voice mail guidelines should be distributed;
– RSA stickers may be applied to existing materials (e.g., brochures, direct mail, etc.) to make use of existing stocks.
– All executives and front line customer-contact employees should have RSA business cards;
– Temporary RSA signage should be in place at primary site identification points;
– Primary marketing materials (e.g., major brochures, trade show displays, etc.) should adhere to RSA guidelines;
– Primary external-facing materials should be produced in approved RSA formats;
– All former company materials should be removed from public places (e.g., lobbies, bulletin boards, etc.).
– All employees needing business cards should have RSA business cards;
– Permanent facility signage should be installed; all company vehicles should adhere to RSA standards;
– All external-facing materials should be replaced with materials produced to RSA standards;
– All stationery items (letterhead, forms, etc.) should be replaced with materials produced to RSA standards;
– All communications materials should be replaced with materials produced to RSA standards;
– All external and internal websites should be formatted to RSA standards;
– All trade show exhibits should be designed to RSA standards.
Immediately upon completion of an acquisition
Within 60 days of the completion of an acquisition
Within 90 days of the completion of an acquisition
Within 6-12 months of the completion of an acquisition
����������� �����������
RSA Brand
Division Identity
Brand identity
1.3
Company Name
The RSA name is known and respected throughout the world, thanks to a
record of achievement that spans decades, and to the company's
consistent investment in promoting and communicating the RSA brand.
To take full advantage of that investment and to continue to build the value
of the RSA brand, the company has adopted a Master Brand Strategy,
which includes creating consistency in the way the company names its
products, technologies and services, also know as its nomenclature. This
section details our naming strategy & conventions. See the following
section 1.5 Trademarks for specific legal requirements and usage
instructions.
Naming Conventions
The legal name of the Company remains RSA Security Inc. (no comma).
In legal agreements, copyright notices for written documents, notices
referring to the Company as the owner of trademarks, or any other place
where there is a legally required reference to the division entity, the name
to use is RSA Security Inc. Until further notice, the Company’s trademarks
are all to be registered under RSA Security Inc. and RSA Security Inc.
should be listed as the owner in the trademark legend. The Company’s
trademarks will eventually be assigned to EMC. A notice will be provided at
that time. There is no requirement to mention the EMC relationship in
contracts, i.e., RSA Security Inc. can stand alone as the contract guarantor.
The new brand name of the Company is RSA, The Security Division of EMC.
When referring to the Company in collateral, advertising and other places
where there are no legal requirements, use the brand name RSA, The
Security Division of EMC. Typically, the first time that you reference the
company in the document, you should reference “RSA, The Security Division
of EMC” and then subsequent references should be to just “RSA” (no
Security). The “Security” part of the division brand is being down-played so
there will no longer be a requirement to use “Security” in conjunction with
RSA when referring to the Company for brand purposes only.
If you have any questions concerning the RSA standards or applications,
contact: Bill Grainge at [email protected] or 781 515 6207.
EMC Corporation maintains separate brand standards, trademarks, and
collateral. If you have questions regarding EMC standards contact Peter
Popieniuck at [email protected].
Strategy Architecture Nomenclature Trademarks
Company Name Business Groups Product & Exceptions
Service Names
����������� �����������
RSA Brand
Division Identity
Brand identity
1.3
Business Group Names
RSA is the security division of EMC and, therefore, it does not use the term
“division” to officially describe its own operations. RSA operations today
are comprised of four strategic business groups. In casual use, any of
these entities may be referred to as a “business group,” “business” or
“operation.”
In most cases, use the name “RSA” alone to identify to external audiences
the company and its employees, facilities, products, services and other
assets. Business group names are an organizational construct and have
little meaning to people outside the company, are subject to change, and
can cause confusion among the company’s most important external
audiences.
For example, in written text for a brochure, press release or other standard
external communications, the preferred designation is, “RSA plans to open
a new office,” “Jane Doe works for RSA,” or “RSA is a leading producer of
security technologies for developers,” without reference to a specific
business group name. As a signature, “RSA, The Security Division of EMC”
should be also included.
Business group names may be used under the following circumstances:
– In internal communications, when it’s important to distinguish one
business group from another;
– In external communications, when more than one business group is
being discussed and it’s important to avoid confusion or make a
distinction; and
– In external communications when using a business group name would
help audiences understand the company, its scope and its capabilities.
In all cases, the name of a business group must be secondary to the RSA
name. For example, in a brochure, press release or other external
communications, the preferred designation is, “RSA plans to open a new
office. The office will house the company’s Data Security operations.” Or,
“RSA had introduced a new suite of security solutions for small to mid-
sized businesses (SMB)” and later in the communications, “The new SMB
solutions will be added to RSA’s comprehensive portfolio of products and
services offered through the Enterprise Solutions business group.”
The first reference to the company in external materials should always be
the word “RSA” alone, or “RSA, The Security Division of EMC”; when
necessary and desired, a subsequent reference may include the name of
specific business group(s).
When using the names of RSA business groups in internal or external
communications materials, it’s important that the correct business group
name be used. Because these names are subject to change, there is no
“official” list. It is to be expected that the business group leaders will keep
employees posted on current nomenclature for their groups.
Strategy Architecture Nomenclature Trademarks
Company Name Business Groups Product & Exceptions
Service Names
RSA Brand
Division Identity
Brand identity
1.3
Product and Service Names
“RSA” is the primary designation for products and services marketed under
the RSA Master Brand. In most cases, product and service names should
include the word “RSA,” followed by a simple and accurate word or phrase
that describes the type of offering. Every effort should be made to keep
product and service names short and descriptive.
The preferred naming convention is:
RSA + Descriptive Product Name
For example:
RSA Digital Certificate Solution
RSA Adaptive Authentication
It’s often necessary to specify a product or service brand, family or model
in addition to the descriptive product name. In these cases, the preferred
naming convention is:
RSA + Brand/Family/Model + Descriptive Product Name
For example:
RSA SecurID Authentication Engine
RSA BSAFE Key Manager
For in-depth guidelines on correct usage see the next section, Trademarks.
Naming a New Product or Service
The RSA Master Brand strategy discourages the development of unique
brand names, trademarks and service marks for new product and service
offerings. The name “RSA” is widely recognized and respected in all our
current markets of interest. Creating multiple new names can, over time,
confuse customers and seriously erode the value of the RSA Master Brand.
In addition, it is expensive to research, introduce, establish and provide
ongoing support to build and protect a new brand.
Lines of business that are introducing new products and services should
develop names that include the word “RSA” and a product descriptor
whenever possible.
When it is necessary to distinguish a new version, upgrade or addition to
an existing product line or family, efforts should be made to retain the
integrity of the naming convention. This can potentially be accomplished
by incorporating a version/model number or similar designation in the
product name, rather than creating a unique product or service name.
If compelling market requirements or competitive reasons exist for
establishing names not in line with this guidance, requests for approval
must be coordinated through the appropriate strategic business group,
Legal and Division Marketing, and receive executive level endorsement.
Working Names
Developmental working names should never bear a solo branded or
fanciful name. All projects-in-development should be clearly designated as
such with the word “Project” preceding the code name, e.g., Project
Nightingale, not Nightingale or RSA Nightingale. Branded names need be
finalized only when management has decided to proceed with marketing
the project as a product or other offering to the public.
Naming Exceptions: Acquired Brands and Endorsed Branded Programs
There may be an exception wherein RSA has approved a Standalone Brand
as either an interim strategy or a permanent strategy because the acquired
entity has significant equity in its established brand name. At the onset of
the acquisition, these offerings generally do not use the RSA name in their
product names; instead RSA is associated with the acquired entity as an
endorser.
In brochures, news releases and other written communications, brand
names should be effectively linked to the RSA name. For example, a press
release may say, “Brand Name X technology has been licensed by a
consortium of consumer credit unions,” and later in the release, “Brand
Name X is owned by RSA, The Security Division of EMC”.
In addition, RSA maintains and supports a group of RSA Endorsed Branded
Programs. These are RSA alliance and technology partner programs that are
co-branded with the RSA name, such as “RSA Secured” and “Secured by
RSA” designations. They have their own logos and specific identity
standards.
Strategy Architecture Nomenclature Trademarks
Company Name Business Groups Product & Exceptions
Service Names
����������� �����������
RSA Brand
Division Identity
Brand identity
1 . 4
Governance & Name Treatment
Why Protect Trademarks?
The RSA brand is a valuable asset. RSA trademarks are worth millions of
dollars as they are representative of the RSA standard of excellence.
A trademark becomes worthless when it becomes a generic term that
identifies a type of product instead of a brand of product. This happens
when the public treats a trademark as the name of a product, instead of a
name of a particular brand of product, e.g., “aspirin”. All trademarks,
including registered trademarks, could become generic terms if used
improperly. Once lost, the trademark cannot be recovered.
RSA is solely responsible for keeping its trademarks from becoming
generic terms. This Guide is provided to define the basic rules of using
RSA trademarks. Please reference this section when preparing any written
materials which include any RSA trademarks. It is important that you
protect RSA trademarks by properly using them in all written materials
which are distributed to the public. If you have any questions on trademark
usage, please e-mail [email protected]. A complete list of RSA brand
names, including trademarks, may be found at Trademark List.
Protecting the Company and Product Trademarks
RSA is a wholly owned division of EMC Corporation. This is reflected in the
new division logo. When preparing RSA marketing materials, including
collateral, sales tools and press materials, you must include trademark
information for the company, products and services. Two types of marks are
used: registered trademarks (®), and trademarks pending registration (™).
There are very specific usage rules regarding official trademark
designations. They should not be applied to product or service names
without Legal approval. See full details in the Trademark section.
RSA products and programs are part of a Master Brand system by which
each name begins with the word “RSA.” Therefore, the full and proper
trademarks of the products are “RSA SecurID” and “RSA BSAFE”—not
“SecurID” and “BSAFE.” This also applies to our other master brands of
“RSA Conference” and “RSA Laboratories”.
The Master Brand system also applies to key endorsed programs, such
as “RSA SecurWorld” and “RSA Secured”. Usage of abbreviated product
names, without the word “RSA”, dilutes both the trademark protection
and the benefits of the Master Brand system.
The following usage applications are the only exceptions:
Exception 1: In references to the RSA branded product or program on the
same page, and where the reference is clear, the “RSA” may be dropped if
it is necessary to eliminate redundancy or wordiness. Contact Division
Marketing with any questions.
Exception 2: The use of more than one RSA BSAFE or RSA SecurID products
in a sentence or list, for example:
Both Acceptable:
“The customer purchased the RSA BSAFE® Crypto-C, Cert-C and Cert-J
software products.”
“The customer purchased the RSA BSAFE® Crypto-C, RSA BSAFE Cert-C and
RSA BSAFE Cert-J software products.”
Strategy Architecture Nomenclature Trademarks
Governance Name Treatment Primary Other Third-party Trademark
Usage Rules Companies Usage List
RSA Brand
Division Identity
Brand identity
1 . 4
����������� �����������
Primary Usage Rules
Always use trademarks as adjectives followed by appropriate nouns.
If not used in this way, you risk making a trademark “generic.” A classic
example of incorrect use which led to a trademark being unprotectable is
“aspirin.” Another familiar example is using the term Xerox as a verb,
“Please xerox this letter.” This has put Xerox at risk of becoming
unprotectable as a trademark.
Improper use of RSA marks may cause the mark to be deemed
“descriptive” and therefore not protectable. For example:
Improper usage: RSA BSAFE® Crypto-C is a world leading cryptography
component.
Proper usage: RSA BSAFE® Crypto-C software is a world leading
cryptography component.
In the above example of proper usage, RSA BSAFE® Crypto-C includes a
noun, “software”. Other proper usage examples are:
RSA SecurID “authentication”, “product” or “solution.”
RSA BSAFE “encryption”, “software” or “product.”
In summary, a described word (a noun) must follow any trademark that
does not end in a common word or phrase, but is unique to RSA. The
descriptive product names end in un-trademarked nouns, e.g., RSA®
Authentication Manager. Therefore, these names do not require an
additional noun because the described noun has become part of the name.
(Authentication Manager is the noun described by the trademark RSA.)
Note: The RSA division name is an exception to this rule and can be used
as a proper noun when referring to the company in text (e.g., RSA is a
leader in the field of cryptography).
Never use a trademark as a verb.
Improper use:
RSA SecurID® your business!
Proper use:
Use RSA SecurID® authentication to help secure your business!
Never include a trademarked term in a hyphenated phrase.
Improper use:
Secure your e-business with RSA SecurID® authentication–confidently.
Proper Use:
Confidently secure your e-business with RSA SecurID® authentication.
Capitalize trademarks as they appear on the Trademark List.
Be especially aware of unusual capitalization, as in the following
examples: RSA BSAFE® RSA SecurID®
Do not abbreviate a trademarked term unless the abbreviation is also a
trademarked term. For example:
Improper use:
Authentication Manager is a trusted name in e-security.
Proper use:
RSA® Authentication Manager is a trusted name in e-security.
Strategy Architecture Nomenclature Trademarks
Governance Name Treatment Primary Other Third-party Trademark
Usage Rules Companies Usage List
RSA Brand
Division Identity
Brand identity
1 . 4
Other Companies & Third Party Usage
Always Use the Proper Format for the Company Name.
The official name of the company is RSA, The Security Division of EMC. You
may refer to the company in this form or simply as RSA.
Use of Another Company’s Product Name in Combination with “RSA”:
Never combine the RSA company name or product names with other
company names or their products. For example, with the MultiPrime name,
you cannot say RSA MultiPrime. However, you may say, “RSA BSAFE®
products incorporate MultiPrime technology” or “RSA and MultiPrime…”
Also, in the case of MultiPrime, the following legend must be included in
any promotional literature, presentations, etc., when making reference to
the MultiPrime technology, which RSA has licensed from Compaq Computer
Corporation:
“This product includes patented MultiPrime™ technology licensed from
Compaq Computer Corporation. U.S. Patent 5,848,159; other patents, for-
eign and domestic, pending.”
Careful Use of the Term “partner”
Some organizations have very strict internal guidelines regarding use of
the term “partner” to describe the relationship between their organization
and another company. Several companies that RSA has relationships with
prohibit use of the term “partner”. Please be sure to check with the RSA
relationship manager (sales, partner marketing, channel marketing, etc.) to
be sure that no such restriction exists before using the term “partner” to
describe RSA’s relationship with an outside organization.
Third Party Trademarks
You must designate the trademarks of third party companies with a
superscript dagger (†) at their first occurrence in the document and add a
footnote on that page or the page where the trademark attribution appears,
with the following attribution:
“Third-party products and brand names may be trademarks or registered
trademarks of their respective owners.”
The Use of “RSA®” by Third Parties
RSA owns the trademark “RSA®” for use in connection with its software
products, services and data security conference. However, the term “RSA”
may be used by third parties to describe the encryption algorithm invented
by Professors Rivest, Shamir and Adelman. A third party may claim that
their product incorporates the RSA® algorithm, but cannot imply RSA is the
source of their product.
Improper use: This software is powered by RSA® —or— This software
includes RSA® functionality.
Proper use: This software incorporates the RSA® algorithm.
Strategy Architecture Nomenclature Trademarks
Governance Name Treatment Primary Other Third-party Trademark
Usage Rules Companies Usage List
����������� �����������
����������� �����������
RSA Brand
Division Identity
Brand identity
1 . 4
Trademark List
Registered Trademarks (®)
For a complete list of current trademarks, see the RSA Trademark List. For
questions regarding collateral being developed for a specific country and
not for general use, please contact [email protected] for a list of
registered marks in other countries. An attribution notice should be added
at the end of the document where a registered trademark is used, e.g,
SecurID is a registered trademark of RSA Security Inc. Note that only the
trademarked name is referenced, e.g., SecurID and not RSA SecurID.
Trademarks Pending Registration (™)
Marks that are in the process of being registered should carry the
trademark designation (™) in the following format: Transaction Authority™
The following Attribution Notice needs to be added at the end of the
document where a trademarked products is referenced: Transaction
Authority is a trademark of RSA, The Security Division of EMC
Trademark Glossary
Trademark
A trademark includes any word, name, symbol, device or any such
combination used, or intended to be used, in commerce to identify
and distinguish the goods of one manufacturer or seller from goods
manufactured or sold by others and to indicate the source of the goods.
In short, a trademark is a brand name.
Service Mark
A service mark is any word, name, symbol, device, or any such combination
used, or intended to be used, in commerce to identify and distinguish the
services of one provider from services provided by others, and to indicate
the source of the services.
Registration Symbol
The letter R within a circle–®–is a symbol signifying federal trademark
registration. The federal registration symbol is used once a submitted mark
(a trademark or service mark) is actually registered with the U.S. Patent
and Trademark Office. Even though an application for registration may be
pending, a registration symbol may not be used before a mark has actually
become registered. The registration symbol is typically superscripted to the
right of the last letter of the mark.
Trademark (™) and Service Mark (SM) Symbols
Trademark and Service Mark symbols usually indicate that a party claims
rights to a mark. These symbols are often used by a party before a federal
registration is issued. There are no federal regulations governing the use of
these symbols or designations, however, their use may be governed by
local, state or foreign laws. The TM or SM symbol is typically superscripted
to the right of the last letter of the mark. These marks are commonly
referred to as common law trademarks.
Attribution Notice
Is a notice that identifies the registered owner of a mark. It is typically
found at the bottom of the page on which a mark is used.
Common Law Trademarks
Refers to a non-federally registered mark commonly identified by a TM or
SM symbol.
Mark Use in Commerce
Use of a mark in commerce including use in presentations, print materials,
books, marketing materials, advertisements, external Web sites, etc.
Strategy Architecture Nomenclature Trademarks
Governance Name Treatment Primary Other Third-party Trademark
Usage Rules Companies Usage List
1.0.5
.5
.125
.125
.125 .1875
.125
.25
baseline
Division Logo
These identity standards have been developed to explain the components
of the RSA division identity and provide guidelines to those responsible for
implementation.
The items available to reproduce the RSA identity elements include digital
files containing the RSA division logo and key product logos: RSA SecurID®,
RSA BSAFE®, RSA SecurWorld™ and RSA Secured® partner brands. These
brands, plus executive and product photography files, can be located on
the division web site at: RSA Brand Standards.
Requirements
The RSA division logo is the primary visual identifier of our brand and
should accompany all division and product communications. Our logo is
like a personal sign-off. Never recreate, alter or distort the logo in any way.
The words “The Security Division of EMC” are an integral part of the logo
and should not be altered or moved from the correct position shown. The
registration mark is also part of the logo and should not be removed.
Proportions
The proportions of the notched red rectangle that carries the letters RSA
(called the “brick”) are 2:1. The width of the brick is equal to twice its
height.
The proportions of the RSA logo grid are 2:1, meaning that the width of
the brick is twice its height. For the purposes of the grid, the basic unit of
measurement is 1, where 1 equals the width of the brick, and 0.5 equals
its height. All margins and columns are multiples of these values. For
example, on letterheads the margins are equal to 1 unit, while on business
cards they are equal to 0.5 units. (The difference is due to the relative sizes
of the applications.) When placed on the page with division information
(as in stationery) the depth of the brick is always equal to the depth of
three lines of text. The fourth line of text, if there is one, always sits on the
same baseline as that of the words “The Security Division of EMC”.
Logotype Typography Stationery
Basics Spacing & Size Address Signature Color Specifications
Division Logo Product Brand Logos Sub-brand logo Partner Logos
RSA Brand
Division Identity
Brand Identity
2.1
Clear Space
Clear space is the area surrounding the logo and should be kept visually
clean. To ensure legibility, the logo should always have a minimal amount
of clear space as demonstrated here. This area around the logo should be
free of text, graphics and borders, except in those cases where the logo is
overprinted on an image.
Size
The division logo is used in two sizes for print purposes. These
measurements refer to the brick and not to the width of the identifying text
below it: 20 mm and 25 mm in width; for online use the recommended size
of the brick is 75 pixels in width. Because the power of the brand is
enhanced by uniform usage, avoid modifying the RSA logo with custom
treatments such as additional lines, graphics, clip art or special effects
such as halos or drop shadows.
Division Address Signature
The division signature consists of the logo in 15mm width with both Ireland
and U.S. legal names and urls only. This information provides legal
protections. If other contact information is needed, please place it below
the division signature or in another area and do not alter the relationship
between the logo and the address information.
RSA Brand
Division Identity
Brand Identity
2.1
Recommended size for online use
Appropriate for print use
Appropriate for print use
Division address signature: standard layout and alignment.
15 mm 7.5mmSignature elements are7pt Frutiger normal
20 mm
75 pixels
25 mm
baseline
Logotype Typography Stationery
Basics Spacing & Size Address Signature Color Specifications
Division Logo Product Brand Logos Sub-brand logo Partner Logos
Color Specifications
Color plays an important role in communicating our brand, and the color red
has always been associated with RSA. It is a potent aspect of the RSA brand
personality and within the industry RSA is known to “own” the color red.
The official colors of the RSA logo and product logo identities are red
(Pantone 485 Coated) and black (Pantone Black Coated). The color chart
indicates the colors by their Pantone Matching System (PMS) number, along
with a corresponding formula for four-color process printing (CMYK), and a
formula for electronic reproduction(RGB).
Pantone Black coated ����������� �����������
RSA Brand
Division Identity
Brand Identity
2.1
PMS 485 coated (C)
In lieu of the color listed on this page, you may use the PANTONE® colors cited, the standards for whichcan be found in the current edition of the PANTONE formula guide. The color shown on this page andthroughout this guide have not been evaluated by Pantone, Inc. for accuracy and may not match the PAN-TONE Color Standards. Consult current PANTONE Publications for accurate color. PANTONE® is the property of Pantone, Inc.
Logotype Typography Stationery
Basics Spacing & Size Address Signature Color Specifications
Division Logo Product Brand Logos Sub-brand logo Partner Logos
485C
RSA Color Pantone CMYK RGBWeb-safe &
Hex Values
BlackC
White R255 G255 B255R255 G255 B255
FFFFFF
K100 R0 G0 B0R0 B0 B0000000
C0 M100 Y100 K0 R255 G0 B0R255 G0 B0
FE000C
Correct and Incorrect Color and Black & White Application
����������� �����������
����������� �����������
Correct Usage
����������� �����������
����������� �����������
����������� �����������
����������� �����������
Incorrect Usage
����������� �����������
Preferred for color applications
The logo should never appear within
a tightly bounding box
Preferred for black & white
applications
Preferred for applications on black
or dark-colored backgrounds
Acceptable for applications on black ordark-colored backgrounds, but not pre-
ferred usage because “reversing out” thelogo in this way distorts the perceived
size relationships between the logo ele-ments. Try to use one of the preferred
uses whenever possible.
The brick should always appear
as a solid color, not outlined
The letters “RSA” should not appear as
black on a red brick
RSA Brand
Division Identity
Brand Identity
2.1
Product Brand Logos
Basics
An RSA product name must always be visually linked with the RSA brick.
Note that the words “The Security Division of EMC” are never used in
product logos. The product logos did not change as a result of the
acquisition by EMC. However, the full division logo should appear at least
once, on either the front or back cover of product-branded materials.
All new product names must be approved by Division Marketing in
conjunction with the legal department, product management and executive
management.
Important Notes
The SecurID and BSAFE product names are registered trademarks in their
own right; therefore, in their logo treatments the registration mark is found
after the product name. The registration mark is part of the logo and
should not be removed. For descriptive product names, the name in itself
is not a registered mark—therefore the registration mark is attached to the
RSA brick because of its registered status.
When writing about or making product presentations, in text, the
registered product names should always be used as descriptors for the
type of product, e.g., RSA SecurID® authentication, RSA BSAFE® encryption,
and never as nouns. Following this usage protocol protects the brands from
losing their trademark status; for more on trademarks, see section 1.4.
Descriptive names in text do not have the descriptor requirement and may
be used as nouns.
Additionally, product and other RSA logo graphics should not be used as
part of a sentence structure. RSA division and product logos are intended
to be discrete graphic element which identify the company or product
consistently, not as substitutes for text names in sentences.
Improper usage: cryptography sets a high standard.
Proper usage: RSA BSAFE® cryptography sets a high standard.
A table of RSA branded product names may be found on page 7 of this
document
Product Logo Treatments
The product name is rendered in Frutiger Bold 65 and arranged on one or
two lines, depending on the length of the name (see examples). The
descriptive product logo treatments are used only in the product interfaces
or on the product packaging and are not to be used in presentations,
collateral, advertising or in any other place where the division logo is more
appropriate or already in place. For this reason, these logos are not posted.
In these uses, the descriptive name should be rendered in type only with a
registered trademark(®) after RSA. If you have a need for one of these
treatments, please contact Division Marketing. The descriptive names are
not trademarked; only RSA is a trademark in the case of these names.
RSA SecurID product brand RSA SecurID product brand with
sub naming component.
Treatment 1: Registered product name logos
Treatment 2: Not registered “descriptive” product name logos
Logotype Typography Stationery
Basics Color Specifications
Division Logo Product Brand Logos Sub-brand logo Partner Logos
Partner Logos
RSA SecurWorld™ logo
The RSA SecurWorld™ program logo follows the same guidelines as the
trademarked product brands.
– The mark must always be visually linked with the RSA brick and may not
be separated from it.
– SecurWorld is always rendered in Frutiger Bold 65, at the same cap
height as the letters “RSA” contained within the brick.
– The product name sits on the same baseline as the letters RSA, and is
the same distance from the outside edge of the brick as the letter “A” is
from the inside edge.
– For color standards see section 2.1.
High and low resolution downloadable files of the RSA SecurWorld logo and
the RSA SecurWorld partner level logos may be found at
RSA Brand Standards
The official colors of the RSA SecurWorld logo are red (Pantone 485 Coated)
and black (Pantone Black Coated). The color chart indicates the colors by
their Pantone Matching System (PMS) number, along with a corresponding
formula for four-color process printing (CMYK) and a formula for electronic
reproduction (RGB).
Always refer to the program as the RSA SecurWorld™ program (see section 1
on nomenclature). Also note the legal restrictions on the use of the word
partner (see section 3b). The SecurWorld mark is a trademark of RSA
Security Inc. For permission to use the RSA SecurWorld logo or the RSA
SecurWorld level logos please e-mail your request to [email protected].
Please indicate in your mail how you want to use the logo. Your local RSA
SecurWorld representative should also review your proposed use in its
initial design stages.
RSA Brand
Division Identity
Brand Identity
2.1
In lieu of the color listed on this page, you may use the PANTONE® colors cited, the standards for which
can be found in the current edition of the PANTONE formula guide. The color shown on this page and
throughout this guide have not been evaluated by Pantone, Inc. for accuracy and may not match the
PANTONE Color Standards. Consult current PANTONE publications for accurate color.
PANTONE is the property of Pantone, Inc.
Logotype Typography Stationery
RSA SecurWorld RSA Secured RSA SecurID Ready RSA FraudAction Secured by RSA
Division Logo Product Brand Logos Sub-brand logo Partner Logos
485C
RSA Color Pantone CMYK RGBWeb-safe &
Hex Values
BlackC
White R255 G255 B255R255 G255 B255
FFFFFF
K100 R0 G0 B0R0 B0 B0000000
C0 M100 Y100 K0 R255 G0 B0R255 G0 B0
FE000C
RSA SecurWorld™ partner level logos
The SecurWorld™ partner level name is always rendered in italic Frutiger
Bold 65. It is positioned left justified with “SecurWorld”.
In text, when referring to the program level, never use just “SecurWorld
Access Partner.” Always refer to the level as RSA SecurWorld™ Access
Partner or RSA SecurWorld™ Solutions Partner.
The guidelines for correct and incorrect usage of the RSA SecurWorld
partner level logos are the same as for the RSA SecurWorld logo.
RSA Brand
Division Identity
Brand Identity
2.1
RSA SecurWorld level logos with guides showing
correct type alignment and size relationships.
Correct and Incorrect Color and Black & White Application
Correct Usage Incorrect Usage
Preferred for color applications
The letters “RSA” should not
appear as black on a red brick
The logo should never appear
within a tightly bounding box.
Preferred for black & white applications
Preferred for applications on black
or dark-colored backgrounds
Acceptable for applications on black or dark-colored backgrounds, but not preferred usagebecause “reversing out” the logo in this waydistorts the perceived size relationshipsbetween the logo elements. Try to use one ofthe preferred uses whenever possible.
The brick should always appear
as a solid color, not outlined
Logotype Typography Stationery
RSA SecurWorld RSA Secured RSA SecurID Ready RSA FraudAction Secured by RSA
Division Logo Product Brand Logos Sub-brand logo Partner Logos
The RSA Secured® logo has been designed to accommodate usage under
many different conditions. The examples on the following page cover all
permissible formats. The logo should not be used in any way that is not
depicted. Should you have any questions, please visit Technology Partners.
The official colors of the RSA Secured brand are red (Pantone 485 Coated &
Uncoated) and black (Pantone Black Coated). The color chart indicates the
colors by their Pantone Matching System (PMS) number, along with a
corresponding formula for four-color process printing (CMYK) and a formula
for electronic reproduction (RGB).
RSA Brand
Division Identity
Brand Identity
2.1
Correct and Incorrect Color and Black & White Application
Logotype Typography Stationery
RSA SecurWorld RSA Secured RSA SecurID Ready RSA FraudAction Secured by RSA
Division Logo Product Brand Logos Sub-brand logo Partner Logos
Correct Usage Incorrect Usage
Preferred for color applications The letters “RSA” should not
appear as black on a red brick
The logo should never appear
within a tightly bounding box
Preferred for black & white
applications
Preferred for applications on black
or dark-colored backgrounds
In black & white applications the
logo square must be outlined in
black. The elements may not “float”
Preferred for black & white
applications on black backgrounds
“Reversing out” is not acceptable for
applications on black backgrounds
In lieu of the color listed on this page, you may use the PANTONE® colors cited, the standards for which
can be found in the current edition of the PANTONE formula guide. The color shown on this page and
throughout this guide have not been evaluated by Pantone, Inc. for accuracy and may not match the
PANTONE Color Standards. Consult current PANTONE publications for accurate color.
PANTONE is the property of Pantone, Inc.
485C
RSA Color Pantone CMYK RGBWeb-safe &
Hex Values
BlackC
White R255 G255 B255R255 G255 B255
FFFFFF
K100 R0 G0 B0R0 B0 B0000000
C0 M100 Y100 K0 R255 G0 B0R255 G0 B0
FE000C
RSA Secured® Strategic Partner program logo
The RSA Secured® logo was created for use by RSA Secured
Partners–product vendors who license RSA BSAFE® technology, or whose
hardware or software products are certified and compatible with other RSA
products.
For vendors whose products are certified by RSA to be interoperable with
RSA SecurID® products, all packaging and promotional materials for these
products may include the RSA Secured logo in conjunction with the term
“RSA SecurID Ready” in textual descriptions.
For vendors who have incorporated RSA BSAFE technologies, usage of the
RSA Secured logo is a requirement of the licensing agreement. The RSA
Secured logo and descriptor “Includes RSA BSAFE cryptographic or security
protocol software from RSA” should also appear on web sites, as well as
on all packaging and promotional materials for products that include RSA
BSAFE technology. The RSA Secured logo should also appear on start-up
screens of software products. Vendors also have the option to use the RSA
Secured logo in conjunction with the term “RSA BSAFE enabled” in a
textual description.
The RSA Secured logo may not be used by any company simply to claim a
corporate affiliation with RSA. Likewise, the RSA Secured logo is not
intended for use by resellers to promote their status as members of the
RSA SecurWorld™ program. Resellers may, however, use the RSA Secured
logo in their promotional materials for specific products which meet the
qualifications for usage noted in the paragraph above.
RSA Secured logo standards
Use the RSA Secured logo without any modifications: use it at the original
proportions, and without altering its color, brightness or contrast.
The minimum logo size is 20mm in width. Because the power of the brand
is enhanced by uniform usage, avoid modifying the RSA Secured logo with
custom treatments such as additional lines, graphics, clip art or special
effects such as halos or drop shadows. Other guidelines:
– The logo should not be “embossed” into a photographic background.
– Do not join with or make it look like part of another logo.
– It may be used alongside other similar “third party” logos, but size and
spacing should be treated in such a way as to maximize the impact of
each mark as a separate, individual brand.
For further clarification, or for guidance on best usage in a particular
situation, send an e-mail to [email protected].
In text, when referring to the program, never use just “Secured.” Always
refer to the program as the RSA Secured partner program (see section 1).
RSA Secured (not Secured alone) is a registered trademark of RSA Security Inc.
Also note the legal restrictions on the use of the word partner (section 3b).
RSA Brand
Division Identity
Brand Identity
2.1
Logotype Typography Stationery
RSA SecurWorld RSA Secured RSA SecurID Ready RSA FraudAction Secured by RSA
Division Logo Product Brand Logos Sub-brand logo Partner Logos
RSA SecurID Ready logo
The RSA Secured for Authenticators Program is a technology partners
program. The RSA SecurID Ready logo represents that the partner offers
a certified product that can function as an RSA SecurID authentication
device. Partners entitled to use this logo have passed RSA Secured
certification specifically for this purpose. The logo is to be used only by
partners designated as RSA SecurID Ready partners. It is designed to be
displayed in splash screens, user interfaces and on the packaging of the
technology partner’s product.
The program designator “Ready” is rendered in Frutiger Bold 65, at 57% of
the product family brand “SecurID” name and is positioned with the cap
height of the sub name on the base line of the brick, left justified with the
product name. The logo follows the same rules as the RSA product logos.
(see section 2.1). It may not be altered from the correct form seen here.
For logo files, contact the RSA Secured partnership group at RSA division
headquarters.
The logo is to be seen only as a third-party mark that indicates the security
features or status of the customer’s web site or product. Therefore the
following restrictions apply to use:
– The logo may not be enclosed by the customer’s logo or other art
work so as to appear to be part of the customer’s logo.
– The logo may be placed adjacent to the customer’s logo or other artwork
as long as there is sufficient space between the two logos.
Sufficient space on a web page is defined as 20 pixels in any direction from
the outer edges of the RSA SecurID Ready logo. Sufficient space in print is
defined as .5 inches in any direction from the outer edges of the logo.
RSA Brand
Division Identity
Brand Identity
2.1
���������� �
Incorrect Usage
���������� �
Correct Usage
20 pixels
Logotype Typography Stationery
RSA SecurWorld RSA Secured RSA SecurID Ready RSA FraudAction Secured by RSA
Division Logo Product Brand Logos Sub-brand logo Partner Logos
Logotype Typography Stationery
RSA SecurWorld RSA Secured RSA SecurID Ready RSA FraudAction Secured by RSA
Division Logo Product Brand Logos Sub-brand logo Partner Logos
RSA Brand
Division Identity
Brand Identity
2.1
RSA FraudAction logo
The RSA FraudActionSM logo has been designed as an indicator that the
customer is receiving the RSA FraudAction anti-phishing services. It is
designed for web use only and is not intended to be a substitute for the
corporate logo or for use in locations other than the web pages of
companies who have procured the RSA FraudAction anti-phishing service.
Nor is the RSA FraudActionSM mark to be used as a substitute for the
corporate logo in places where the RSA corporate logo is appropriate. This
logo is not posted. Logo files may be obtained by contacting the RSA
Consumer Solutions group at RSA corporate headquarters. The logo
consists of the RSA brick and the service mark FraudAction. These two
components should not to be separated or changed; FraudAction should
always appear in the same proportions and relationship to the RSA
notched rectangle.
On Customer websites, the logo is to be seen only as a third-party mark
that indicates that Customer subscribes to the RSA FraudAction services.
Therefore the following restrictions apply to use:
1. The logo may not be enclosed by the customer’s logo or other artwork so
as to appear to be part of the customer’s logo.
2. The logo may be placed adjacent to the customers logo or other artwork
as long as there is sufficient empty (white) space between the two
logos. Sufficient space online is defined as 20 pixels in any direction
from the outer edges of the RSA FraudActionSM logo.
The Customer is hereby authorized to embed the following hyperlink within
the logo in order to redirect web traffic to the following webpage:
http://www.rsa.com/node.aspx?id=3020 RSA reserves the right to change
the URL from time to time and/or, in its sole discretion, revoke the right of
the Customer to include a hyperlink to any RSA operated website.
75 pixels
Incorrect Usage
Correct Usage
FraudAction should always appear as
one word
FraudAction should always appear in the
same proportions and relationship to
the RSA notched rectangle
Do not combine with another logo
20 pixels
Incorrect UsageCorrect Usage
Secured by RSA logo
The SECURED BY RSA logo is an indicator that the customer is using the
RSA Adaptive Authentication solution.
It is designed for web and print use. It is not intended to be a substitute for
the division logo or for use in locations other than the web pages or
promotional material of companies who have purchased RSA Adaptive
Authentication. Nor is the SECURED BY RSA mark to be used as a substitute
for the division logo in places where the RSA division logo is appropriate.
This logo is not posted. Logo files may be obtained by contacting the RSA
Consumer Solutions group at RSA division headquarters.
The SECURED BY RSA logo is to be used at the size indicated here. The logo
consists of the RSA brick and the words SECURED BY. These two
components should not to be separated or changed; SECURED BY should
always appear in the same proportions and relationship to the RSA notched
rectangle.
The words “The Security Division of EMC” are not part of the SECURED BY
RSA logo. The division logo, which includes the word “The Security Division
of EMC”, is a separate mark; the two logos may not be combined.
In customer applications, the Secured By RSA logo is to be seen only as a
third-party mark that indicates the security features of the customer’s web
site. Therefore the following restrictions apply to use:
– The logo may not be enclosed by the customer’s logo or other artwork so
as to appear to be part of the customer’s logo.
– The logo may be placed adjacent to the customer’s logo or other artwork
as long as there is sufficient empty (white) space between the two logos.
Sufficient space online is defined as 20 pixels in any direction from the
outer edges of the SECURED BY RSA logo. Sufficient space in print is
defined as .5 inches in any direction from the outer edges of the logo.
��������
75 pixels
56 pixels
��������
��������
Do not alter the proportions
®
RSA Brand
Division Identity
Brand Identity
2.1
Logotype Typography Stationery
RSA SecurWorld RSA Secured RSA SecurID Ready RSA FraudAction Secured by RSA
Division Logo Product Brand Logos Sub-brand logo Partner Logos
Correct Usage Incorrect Usage
Do not combine with the division logo
Do not combine with another logo
Do not alter the layout
�������
��������
�������
��������
20 pixels
����������� �����������
Division Identity Materials
Fonts for Printing
When working with typefaces (fonts), legibility should guide decisions on
point size, column width, reversing type (on color fields or imagery) and
overprinting. For division branded materials always use the designated RSA
division family Meta, which at RSA is used in Roman Bold, Roman Medium
and Roman Normal fonts. EMC has a corporate license for the entire Meta
family. The font may be obtained from Bill Grainge in Division Marketing.
Fonts for Online Use
In online applications such as Microsoft® Word, PowerPoint® and other
programs with restrictive font sets, use Arial. Arial comes pre-licensed on
Microsoft Windows operating systems. RSA Division Marketing provides a
PowerPoint template which should be used for all public presentations and
which may be downloaded from Branding/Graphics Library (rsanet users
only).
Frutiger is the official font of the RSA identity. It is used in the formation of
the master brand identity, with the sole exception of the descriptive text
“The Security Division of EMC” which is set in Meta Medium Roman and is
meant to mirror the EMC tagline treatment. Frutiger 65 (bold) is used in all
of RSA’s product brand identities, the division address signature, service
logos and in product materials such as documentation. Frutiger 55 (normal)
is used for secondary text on product materials and documentation. All
logo creation and documentation originates in Division Marketing so there
is no need to obtain Frutiger fonts.
Word Usage
RSA has standardized terms specific to RSA products or exceptions to the
Merriam-Webster’s dictionary, which is the standard reference. If you have
a question on how to write a term, refer to this list first and the dictionary
second. A link to the most current word list may be found at:
Branding/Graphics Library (rsanet users only).
RSA Brand
Division Identity
Brand Identity
2.2
Meta Normal Roman
ABCDEFGHIJKLMNOPQRSTUVWYZabcdefghijklmnopqrstuvwxyz1234567890
Meta Medium Roman
ABCDEFGHIJKLMNOPQRSTUVXYZabcdefghijklmnopqrstuvwxyz1234567890
Meta Bold Roman
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstvwxyz1234567890
Arial
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Frutiger 55 (normal)
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstvwxyz1234567890
Frutiger 65 (bold)
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuwxyz1234567890
Logotype Typography Stationery
Division Identity Materials Fonts Word Usage
Stationery System
The RSA Division stationery system in the U.S. consists of eight identity
pieces: 9x12 and 10x13 envelopes, #10 business envelope, A6 notecard,
U.S. standard business card, U.S. standard letterhead and second page,
and notecard. These pieces incorporate the division logo and other identity
information appropriate to the particular form. The font used for the
identity is Frutiger 65 (bold).
All these pieces may be ordered with individualized information (where
provided for) through the online orders system This is only available
through your admin.
RSA Brand
Division Identity
Brand Identity
2.3
Logotype Typography Stationery
System Letterhead Envelope Business Cards
����������� �����������
Great brands are not born–they are built…one step at a time, over many
years, by many people, and through many interactions. That is why creating
a consistent brand experience for our customers is critical for our success.
Customers first experience the RSA brand through our brand identity–the
look and feel of our communications–which can influence how they
perceive our brand in the marketplace. Our brand communications are a
critical factor in creating a consistent RSA experience. The elements of the
RSA brand design–such as look, feel, style and voice–bring the RSA brand
personality to life. They help convey that we are passionate, authentic,
driven, dynamic and inventive. We are a leader. The manner in which we
uniquely combine all the various design elements within our brand identity
system are supportive of the powerful opportunities that the RSA brand
brings to every customer.
Many Customers. Many Messages. Many Solutions. One Focus.
Our strengths, our strategies, our skills are perfectly aligned with the most
critical need of a wide range of businesses and consumers across the
globe–to secure information and provide customers with confidence that
their assets, brands and end-users are protected. No one is more uniquely
positioned than RSA to secure both the data and those who access it–and,
by doing so, help customers discover new business opportunities and
open up new opportunities for innovation.
The new look and feel of our communications–our brand identity–visually
supports our brand promise of ensuring that information is always an
asset. Our new brand identity design system utilizes a graphical device to
visually bring together the ideas of technology, security and business
enablement in a simple yet powerful manner. This approach has a high
level of flexibility and latitude for it can visually communicate an over-
arching idea about our company and the products and solutions we offer,
while focusing in on a wide range of situations, stories or customer needs
through the selected imagery.
The other building blocks of our
new brand design include a strong
use of our equity “red brick” in a
new, fresh manner to create focus
for our key messages; an
extended color palette that
enhances the heritage of the RSA
red; clean typography that
enhances readability; and
proprietary imagery through a
unique photography style that
visually tells a powerful story
about our leading technologies
and the possibilities they enable.
Taken together, the new graphic
elements help convey our unique
message and confident outlook in
a fresh, contemporary visual
language that supports the new
RSA brand. The guidelines herein provide a framework for developing,
designing and producing communications materials that will reflect our
desired image, while providing flexibility to respond to particular needs
and production criteria. Your support of these design standards ensure
that the RSA brand is communicated effectively.
RSA Brand
Division Identity
Brand Identity
3.1
Introduction Primary Elements Examples Resources
Top Five Building
Blocks of the Brand
Identity
1. The RSA security
division logo
2. Typography
3. The color palette
4. Dual-pane photography
framework
5. Translucent “brick”
����������� �����������
RSA Brand
Division Identity
Brand Identity
3.2
Typography
A core element of the RSA brand's visual personality is typography.
Consistent use of typography makes all of our communications more
cohesive and effective.
Meta is the designated font for the RSA brand: it is modern, clean, and
differentiated from other security firms. It is also the designated font for
EMC, providing added synergies and corporate unity. The Meta fonts that
are used in RSA materials branding are the following:
Meta Normal Roman
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Meta Medium Roman
ABCDEFGHIJKLMNOPQUSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
Meta Bold Roman
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstvwxyz1234567890
In applications such as Microsoft® Word, PowerPoint® and programs with
restrictive font sets, Arial is an acceptable alternative type. Let legibility be
your guide in terms of point size, column width, reversing type, or
overprinting on images, etc.
Obtaining Fonts
EMC has bought a corporate license to use the Meta family. Those fonts
may be obtained from Bill Grainge in Division Marketing. The online type
standard for RSA is Arial, which comes pre-licensed on Microsoft Windows®
operating systems.
Introduction Primary Elements Examples Resources
Typography Color Palette Visual Format Photography Style
RSA Brand
Division Identity
Brand Identity
3.2
Color Palette
Color plays a critical role in communicating our brand. The color red and
the red “brick” have long been associated with RSA. In our industry we
own the color red and will continue to maximize the equity of this
association. It is strong, vibrant and flexible in terms of its application and
translucency.
Primary Color Palette
The primary colors for RSA are powerful and straightforward like our brand:
red, black and white. They represent the core of the brand using the very
minimum number of colors. Use color values given here and work with RSA-
approved vendors to ensure print consistency.
The color chart indicates the colors by their Pantone Matching System
(PMS) number, along with a corresponding formula for four-color process
printing (CMYK) and a formula for electronic reproduction (RGB). Screened
values of the colors are permitted and can expand the color range, with the
exception of the red, which is never screened.
In lieu of the color listed on this page, you may use the PANTONE colors cited, the standards for whichcan be found in the current edition of the PANTONE formula guide. The color shown on this page andthroughout this guide have not been evaluated by Pantone, Inc. for accuracy and may not match thePANTONE Color Standards. Consult current PANTONE Publications for accurate color. PANTONE is a trademark of Pantone, Inc.
Introduction Primary Elements Examples Resources
Typography Color Palette Visual Format Photography Style
485C
RSA Color Pantone® CMYK RGBWeb-safe &
Hex Values
BlackC
White R255 G255 B255R255 G255 B255
FFFFFF
K100 R0 G0 B0R0 B0 B0000000
C0 M100 Y100 K0 R255 G0 B0R255 G0 B0
FE000C
294C
RSA Color Pantone CMYK RGBWeb-safe &
Hex Values
452C
5425C C30 M4 Y0 K31 R124 G150 B161
5565C C30 M0 Y24 K26 R133 G167 B137
428C C12 M6 Y5 K12 R195 G200 B200
4645C C0 M37 Y68 K28 R183 G116 B48
5773C C9 M0 Y43 K38 R44 G152 B89
535C C42 M27 Y7 K0 R148 G157 B189
5493C C43 M0 Y14 K21 R115 G167 B159
C24 M18 Y42 K0 R194 G189 B133
C100 M58 Y0 K21 R9 G53 B102R0 G51 B102
18357A
R204 G204 B153C2BD85
R102 G153 B1537B96A1
R153 G204 B15385A789
R204 G204 B204C3C8C8
R153 G102 B51B87430
R153 G153 B102909859
R153 G153 B204949DBD
R102 G153 B15373A79F
Secondary Color
Tertiary Colors
Secondary/Tertiary Color Palette
We have developed a selection of secondary and tertiary colors to extend
our brand personality and allow some flexibility in brand communications
where regional, cultural or other distinction is warranted.
The secondary/tertiary color palette should be used to provide an accent,
add a highlight or to establish product and market distinction in RSA-
branded materials. Avoid using these colors as the dominant color field. In
most communications the red primary color should dominate. Use the color
values indicated here and work with RSA-approved vendors to ensure
consistency.
The color chart indicates the colors by their Pantone Matching System
(PMS) number, along with a corresponding formula for four-color process
printing (CMYK) and a formula for electronic reproduction (RGB). Screened
values of the colors are permitted and can expand the color range.
RSA Brand
Division Identity
Brand Identity
3.2
Visual Format
RSA Brand Visual Identity
The current RSA brand identity and our future brand aspirations were the
source of inspiration for our visual expression. Research found that the RSA
brand personality included traits such as “smart”, “stable”, “consistent”,
“high-quality” and “professional”. We also clearly heard that customers
and employees desired an increased emphasis on innovation and industry
leadership. Our assessment concluded that the RSA brand visual
expression should capture the most admired associations while also
injecting a new energy and passion that reflected the company's future
opportunities.
Thus, we determined that our visual communication should balance two
primary concepts of the brand: competence and vision. Competence
speaks to the traits of stability, quality, results and knowledge, and plays
heavily off of the heritage of our company. Vision alludes to inventiveness,
freshness and energy, and provides focus on the innovative solutions we
continually deliver and the opportunities we help customers realize as a
result of our efforts.
The key foundational elements of the new visual style are a dual-pane
graphical framework for the photography, the translucent red brick
application and the new photography style. Please refer to the examples in
this guide to understand the application of these core graphical elements.
Overall, the new visual style is open, clean, technical–and disciplined. We
think it will work across a wide range of communication opportunities.
Dual-pane Graphical Framework
The presentation of competence and vision through a visual framework
achieves a dynamic brand gestalt. The two concepts are best captured in a
dual-pane, side-by-side graphical approach.
– One side represents our competence: the underlying technology, techni-
cal innovation or protected data that enables a myriad of new possibili-
ties;
– The other side captures the essence of our vision, wherein barriers are
lifted so that people, places or things are empowered to achieve new
possibilities and capitalize on great opportunities.
The dual-pane approach has a high level of flexibility and latitude for it can
visually communicate an over-arching idea about our company and the
product and solutions we offer, while focusing in on a wide range of
situations, stories or customer needs through the selected imagery. We
understand that not all communications will require the dual-pane, nor can
all layouts accommodate both in one visual plane. It is acceptable to
present singular concepts of one or the other, although the preferred
default is always the dual-pane presentation. The RSA division intranet
contains downloadable photographs as well as showing preferred pairings.
Please go to the Branding/Graphics Library (RSA intranet users only)
Translucent Red Brick
The translucent red brick is a very effective design element that will help
focus attention on key lead-in messages in your communications. Black or
white type can go on top of this element. The brick is a subtle reflection of
the logo and the original encryption key, and thus it reflects our legacy and
can become an ownable brand element. Designers, please use the
standardized translucent brick (Adobe Photoshop® file) that may be
obtained from Division Marketing. Note that the color in this file has been
optimized to blend with the logo red, but is not the same color spec. The
red used for the translucent brick is shown below. The translucency is 85%.
Introduction Primary Elements Examples Resources
Typography Color Palette Visual Format Photography Style
485C
RSA Color Pantone® CMYK RGBWeb-safe &
Hex Values
C0 M100 Y91 K0 R255 G0 B0R255 G0 B0
FE000C
RSA Brand
Division Identity
Brand Identity
3.2
Photography Style
Imagery is a critical component of the new visual branding and can
dramatically convey our key brand concepts of competency and vision. To
reinforce the brand we've created a photography style as well as an image
library that can be used freely to develop the right communications.
Imagery selections should work to tell a powerful story about our company,
products and customers. There are two imagery styles used in our
approach:
– One set of images can be termed “techno-abstract” and are designed to
convey competence—the technology, systems, products and data behind
our security solutions.
– The vision images can be termed “end-result” and are designed to con-
vey the positive outcomes enabled by our security solutions. This is rep-
resented by people, places or things that receive or deliver the end ben-
efit of our technologies and solutions.
We have created a unique style of photography. Our technology images are
visually interesting and try to convey unusual points of view or ideas
beyond the literal. Our “people and places” photographs capture the end-
benefit of technology and signal the benefits and emotional aspects
derived from our solutions.
Branding/Graphics Library
We have commissioned all the photos available in the Branding/Graphics
Library, and therefore, own the rights to use them in all of our applications.
We will be adding to this library over time.
For many applications, a juxtaposition of select photographs from our
Branding/Graphics Library may be effective, as you can see in the
examples in the next section. The images in the Branding/Graphics Library
selections should cover most communication situations.
The use of stock photography is to be avoided if at all possible because
RSA does not have exclusive rights to rented images and therefore may
find that other companies or products are using the same images to
represent quite different concepts. Viewers may have experienced the
stock photography in other scenarios. This dilutes the brand.
If you take new original photography, use the division library as a guideline
for lighting, models, sophistication and quality. Alternatively contact
Division Marketing for assistance in securing the appropriate imagery.
Should you still need to use stock photography, be careful in your
selection. Use the examples shown herein as reference points when
selecting photography for your communications, and only use the best
reproduction quality available. Full-color imagery is the preferred means of
reproduction. Only in cases where color restrictions exist, such as
newspaper ads, should black-and-white imagery be used.
Introduction Primary Elements Examples Resources
Typography Color Palette Visual Format Photography Style
Dual-pane photography
used with the translucent
brick for a vertical market-
brochure cover. The credit
card image is considered
“techno-abstract” and the
shopper’s image is a sam-
ple beneficiary of our
solutions, in this case
credit card security
through PCI compliance.
����������� �����������
RSA Brand
Division Identity
Brand Identity
3.3
Advertising & Themed Campaigns
Advertising and themed campaigns (promotions) are powerful tools for
leveraging the RSA brand promise and key messages, while reinforcing the
unique RSA brand personality among our customers. Each one is an
opportunity to build customer relationships while delivering a specific
message.
To solidify our brand presentation, consistent use of the RSA brand identity
standards across advertising and promotional communications is a
requirement. All RSA brand communications must have approval of RSA
Division Marketing. If you are developing a specific piece, contact Division
Marketing for general guidance, creative assistance and review.
Examples: Ads and Direct Marketing
The examples show how our new brand identity can be translated to an ad
or to an online direct marketing promotional campaign. While single
examples cannot possibly cover the wide entire range of communications
we employ, they can provide you a sense of how to create 'in brand'
communications.
Introduction Primary Elements Examples Resources
Advertising & Programs & Collateral
Themed Campaigns Events
Direct mail
����������� �����������
RSA Brand
Division Identity
Brand Identity
3.3
Programs & Events
Programs and events provide unique opportunities to
reinforce our knowledge and reputation with our primary
target audiences. A local Thought Leadership Speakers
series or an industry tradeshow event can be brand-
reinforcing programs with high customer appeal.
Developing a single, relevant theme appropriate to the
audience and then expressing it across a wide variety of
communications is an excellent way to have impact while
maximizing your marketing investment.
To ensure division consistency, your theme should be
expressed using the style, imagery and key messages of
the RSA brand. Select imagery related to the program
subject matter or audience. Not every element should
look exactly the same; however there should be a
consistent application of the brand identity standards to
create a visually consistent experience.
Note that there is a difference between the development
of a themed event and the creation of a new logo. By
definition, programs and events have a defined beginning
and end date, or occur on a regular and repeating basis,
for example a quarterly seminar. While an event may
require a stylized name or title, not every event requires a
unique logo. Such events should clearly show RSA as the
presenting sponsor. We would prefer that the only RSA
logo is the division logo. For specific guidance, contact
Division Marketing. Master files for table-top signs and
roll-up banner stands, and design elements for html
design may be obtained from Division Marketing also.
The examples show how the new brand identity can be
applied to a variety of programs and events.
Introduction Primary Elements Examples Resources
Advertising & Programs & Collateral
Themed Campaigns Events
Roll-up banner stand
RSA Conference Booth
Table-top sign
e-Mail offer
����������� �����������
RSA Brand
Division Identity
Brand Identity
3.3
Collateral
Our collateral materials help us communicate to a wide variety of
audiences based on their information needs. We have developed a new
collateral architecture that provides structure and consistency for all types
of literature by defining three categories, or tiers, based on the function
and message of the specific piece, and the information requirements of the
intended audience.
This section provides a diagram of the collateral architecture and the
corresponding specifications for each tier. Each of the primary types
(brochure, brief, etc.) has a pre-designed template to facilitate
development. We also are providing select examples in this section that
demonstrate the application of the brand identity standards to specific
pieces. We are designing all new pieces in the new brand style, and are
also converting relevant existing materials into the new visual format
weekly, so check the bi-weekly collateral flash for updates. Collateral may
be ordered from the collateral fulfillment site: rsa.faicentral.com/access.
Introduction Primary Elements Examples Resources
Advertising & Programs & Collateral
Themed Campaigns Events
Development of New Collateral
If you are developing new collateral pieces and need guidance on adhering
to the new structure and format, or instructions on the templates, please
contact Division Marketing. Please answer the following questions before
proceeding to produce new collateral content:
1. Audience and/or how the piece will be used. please refer to the collater-
al architecture table on page 39.
2. Final form, i.e., html only, pdf layout only, to be printed for inventory,
available for print-on-demand, etc.
3. Deadline
4. Collateral category; please refer to the architecture table on page 39.
Knowing the answers to these questions will help Division Marketing know
how to design the piece and whether additional help in development is
required.
Pieces which do not fit into the categories regarding target audience, length
and design format require more design time and should be handled on an
exception basis after discussion with the marketing communications team.
RSA Brand
Division Identity
Brand Identity
3.3
Introduction Primary Elements Examples Resources
Advertising & Programs & Collateral
Themed Campaigns Events
Singular
Designs
Overview
Brochure
Solution
Brief
Case Study
White Paper
Analyst Brief
Product
Data Sheet
Guides
Service
Data Sheet
Partner
Tech. Brief
Quick Ref.
Guides
• Thought leadership• Division backgrounder• Division PowerPoint®(s)• Division Folder
• Vertical Solutions orBusiness Unit Overviews
7x10” (150x210mm) 8,12, 16 or 20 pages of content; 300 words/page maximum. These
are high-level overview pieces; allow for 3-5 pages of photography and other art (i.e.,subtract word count); perfect bound, usually printed by divisional marcom.
Stories relating to individualcustomers’ use ofRSA products
Industry issues or generaltechnology trends
Analyst/internal reportson industry trends
7.25x10.5” (184x267mm) 2,12, or 10 pages of content; 500 words/page. These are prod-
uct/solution pieces; the content should describe RSA or RSA/partner product solutions.Photography for these pieces is specific to the solution where possible. If there aretables or illustrations, word content must be subtracted. Saddlestitch bound, both off-set-and digitally printed.
8.268x11” (210x280mm); 2 pages (2 sides of a single sheet) of content; 500words/page. These are capability pieces: the content should describe how RSA solved asecurity problem for a named customer. Each must have a 50-100 word side bar describ-ing how RSA accelerated the customer’s business. Primarily distributed as PDF.
8.268x11” (210x280 mm); 6, 10, 14 or 18 pages of content, 500 words/page. These are
thought leadership pieces; the content should be limited to discussion of industryissues in a non-RSA-centric manner, white papers are NOT product pieces. Primarily dis-tributed as PDF.
Distributed as PDF in original analyst-supplied format through Sales Portal only.
Product description sold asa discreet unit with a SKUnumber
8.268x11” (210x280 mm); 2 or 4 pages of content (two is standard), 500 words/pagemaximum. Content should be limited to a brief discussion of the features, benefits andtechnical specs of a single product. Messages about interaction with other productsmay be included, but kept brief. Both offset- and digitally printed.
8.268x11” (210x280 mm); 6, 10, 14 or 18 pages of content, 500 words/page. Primarilydistributed as PDF.
Global Services Marketing(Professional Services) serv-ice data sheet
8.268” x 11 (210x280mm); 2 pages (2 sides of a single sheet) of content; 500words/page. Content should describe how Global Services can solve security prob-lems. Primarily distributed as PDF.
Technology partner datasheets that describe jointsolutions in technical terms.
Product/market overviews 8.5 x 4.25” (210x105 mm) folded; 4, 6 or 8 panels of content, 250 words/panel maxi-mum. These are quick reference guides for selling; the content should be limited toproduct features, target customers, F.A.Qs and anything helpful for identifyingprospects. Digitally printed.
Unique designs, e.g., Vantage magazine – produced exclusively by Division marketing. CEO, COO, CFO, Board members
CIO, CTO, CSO, CSIO, CPO (privacy)
VP of IT, VP of IS, VP of Architecture,VP/LOB Directors
Director of IT, Director of IS, Directorof Infrastructure, Director of FraudPrevention, eBusiness Director
Director of IT, Director of IS, Directorof Infrastructure, Director of FraudPrevention, eBusiness Director,VP/LOB Dir.
Director of IT, IS, Infrastructure, FraudPrevention, eBusiness, VP/LOB Dir.
IT, help desk, security, desktop, net-work, WAN/LAN security, riskmgmnt., security architect, developer
Dir. of IT, IS, Infrastructure, IT Manager;security architect; developer
IT, help desk, security, desktop, net-work, WAN/LAN security, riskmgmnt., security architect, developer
IT, help desk, security, desktop, net-work, WAN/LAN security, riskmgmnt., security architect, developer
Internal audiences ONLY
8.5 x 11” (210x280mm); 2 pages (2 sides of a single sheet) of content. Created andmanaged by the RSA Secured technology partner program manager.
Tie
r 1–
Div
isio
n
Collateral Target Audience
Tie
r 3
–P
rod
uc
ts&
Te
ch
no
log
ies
Tie
r 2
–C
ap
ab
ilit
ies
• Business Solutions• Technical Solutions
Specifications
PS guide to analyzing/installing a solution.
Collateral Architecture
RSA Brand
Division Identity
Brand Identity
3.3
Tier 1: Division Collateral
Tier 1 collateral communicates our leadership position within the markets
we serve. These materials answer the questions, “Who is RSA?” and “Why
RSA?” Messaging is broad and focused around the problems we address
through our solutions. The intent is to build our image and reputation as a
customer-focused, global-leader in integrated security solutions.
Materials that would be categorized as Tier 1 include the division brochure,
the PowerPoint® divisional pitch, the division “At A Glance” hand-out
(a.k.a. backgrounder), as well as leadership materials such as our highly-
regarded Vantage publication. The following examples demonstrate our
new brand aesthetic.
Introduction Primary Elements Examples Resources
Advertising & Programs & Collateral
Themed Campaigns Events
PowerPoint® template
Division backgrounder
Vantage Magazine
����������� �����������
Executive Guide to Security Leadership
RSA Brand
Division Identity
Brand Identity
3.3
Tier 2: Capabilities Collateral
Collateral in this category is more specific than Tier 1 and communicates
specific information about particular brands, products, services and
integrated solutions. It answers the question, “what does RSA offer?”
Messaging is benefit-oriented.
Materials that would be categorized as Tier 2 include business group
brochures, solution briefs, case studies, as well as white papers. Examples
here demonstrate the application of the new brand style.
Introduction Primary Elements Examples Resources
Advertising & Programs & Collateral
Themed Campaigns Events
White paper
Product data sheet
Solution brief
Tier 3: Products and Technologies Collateral
Tier 3 collateral provides technical or educational information about a
particular product, service or solution to help customers make more
informed buying decisions or to enhance their purchases of RSA solutions.
It answers the question, “How do I order, specify, use or optimize RSA
solutions?” Messaging is technically based and application-specific.
Materials that would be categorized as Tier 3 include product data sheets,
technical guides, service descriptions, and partner technical briefs. The
examples demonstrate the application of the new brand style.
����������� �����������
����������� �����������
RSA Brand
Division Identity
Brand Identity
3.4
Division Marketing Team
Gail Freeman Director, Division Marketing
Paul Joyal Senior Marketing Communications Manager
Collateral management; video production; editor, Vantage Magazine
Bill Grainge Senior Graphic Designer
Collateral production; fulfillment management; branding reviews
Louise Johnson Tradeshow and Events Manager
Tradeshow management for the Americas
Heidi Bleau Marketing Communications Specialist
Writing and editing of collateral, web content
and PowerPoint presentations
Web Resources
RSA Brand Standards
http://www.rsa.com/node.aspx?id=1391
Winbrook Printing (Stationery)
http://winsource.winbrook.com/login.html
Branding/Graphics Library
(RSANET Users Only)http://rsanet.na.rsa.net/src/page.aspx?id=3650
Technology Partners
http://rsa.com/node.aspx?id=1296
Introduction Primary Elements Examples Resources