DOLBY AUDIO™ BRAND GUIDELINES ISSUE 1developerdownload.dolby.com/.../Dolby_Audio_Brand_Guidelines.pdf · DOLBY AUDIO BRAND GUIDELINES | 3 Overview This section describes all the

DOLBY AUDIO™ BRAND GUIDELINES ISSUE 1.4

Section 1

Outlines the proper usage of the Dolby Audio logos

Dolby Audio Brand System

Section 2

Shows the proper usage of the system in the most common usage scenarios

Applying the Dolby Audio Brand

Section 4

Section 3

Section 5

Lists some specific requirements around the use of Dolby trademarks

Guidance on communicating multiple Dolby platform brands

Proper trademark acknowledgment and license statements

Trademark Use and Acknowledgment

Using Multiple Dolby Platform Brands

Dolby Trademark and License Statements

Welcome to our logo and trademark guidelines for Dolby Audio™. This document outlines the proper use of Dolby logos and trademarks—with emphasis on Dolby Audio —on products, packaging, marketing and promotional materials, and in the user experience. The logos serve as a graphic representation of Dolby® technologies, and proper usage ensures a consistent global identity that you can more effectively leverage to help build the value of your offering.

2DOLBY AUDIO BRAND GUIDELINES |

WELCOME


Overview This section describes all the key elements of the Dolby Audio brand system. Subsequent sections of this document show the elements at work within standard scenarios.

SECTION 1: DOLBY AUDIO BRAND SYSTEM

Dolby Brand Architecture Outlines acceptable usage occasions for the Dolby Audio brand

Logos The foundation of our system, with multiple logo versions to suit your communication needs


Full brand identity Vertical logo Double-D symbol

Dolby Brand Architecture The revised Dolby brand architecture is designed to provide more clarity, meaning, and value for partners and consumers. Each level in the hierarchy below is meant to communicate the appropriate information given the context. For more guidance on how to properly implement the new architecture, please contact a Dolby representative.

Generally speaking, our partners will be using only our platform brands. However, the Dolby master brand might need to play a role in your product or service and is designed to communicate—at a high level—the presence and value of a Dolby innovation. The master brand plays a role in highly space-constrained contexts only. Where the Dolby Audio logo would not be legible, the master brand can be used alone to represent the Dolby brand.

Dolby offers a number of technologies, including visual technologies, business voice technologies, and, of course, audio entertainment technologies. We have a set of platform brands that simplify and organize this broad portfolio of offerings. These brands also help us and our partners build greater equity and therefore greater value in a smaller number of brands.

The Dolby Audio platform brand, in particular, simplifies Dolby technologies for consumers by representing a number of different audio technologies such as Dolby Digital Plus™ and Dolby® TrueHD. Typical applications for our platform brands include marketing materials, detailed specifications, products, packaging, and the user experience.

Master Brand

Platform Brands

Vertical logo Horizontal logo


USE CASE

TEXT REFERENCEMARKETING AND

SALES MATERIALSSUPPORTED FORMAT

REFERENCESPRODUCT PACKAGING USER INTERFACE (UI)*

Dolby Audio™

In order of preference†

Dependent on space constraints

Dolby Audio™ (supporting Dolby Digital Plus™, Dolby®

Digital, Dolby® TrueHD)

Formats shown here are examples only—list only the

formats that your implementation supports

Using the Dolby Audio Brand The Dolby Audio logo will be used to represent a majority of our audio technologies going forward. You can no longer use logos for specific formats such as Dolby Digital Plus, Dolby Digital, Dolby TrueHD, and others—though you can continue to refer to the format in technical specifications or other specific instances, such as an indicator on home audio equipment. When you do refer to the format, you must do so in type only (not with a logo).

Except for specific cases directed by Dolby, you will use the Dolby Audio logo for products and content that utilize a Dolby decoder. Specific instances where you would not use the Dolby Audio brand include PCs with a Dolby decoder but without Dolby postprocessing, or in place of Dolby Atmos® and Dolby Headphone technology.

See the User Experience section for more information on whether your specific Dolby Audio technology—for your product type—can be represented by the Dolby Audio logo.

Please use the following table to determine which logo and technology name is most appropriate for each use case.

See Section 2 for more detailed information on use cases and how to use the Dolby Audio logo across products, marketing materials, and so on.

For Products and Experiences Enabled with Dolby Audio

* For AVRs, and for products that indicate channel count information (such as STBs), see more detailed information in the User Experience section.

† The type in a logo should always be legible. Choose the topmost logo with type that will be legible for your implementation; if none, then use the double-D symbol.


Current and Noncurrent Brand Elements

You can no longer use Dolby logos that represent specific technology brands such as Dolby Digital, Dolby Digital Plus, Dolby TrueHD, Dolby Volume, etc. You can however continue to represent these technologies using plain type in technical specifications or other specific contexts (such as an indicator on home audio equipment) as outlined in Section 2 of this document.

Current Not Current, Not Approved

For use with Dolby Headphone only

Co-Branding with Dolby Audio

Dolby Audio technology is designed to enable superb audio experiences with your products. When you partner with Dolby, it is important to recognize the contributions of your product and Dolby Audio technology in creating the consumer’s audio experience.

Licensees may not designate any audio capability that includes Dolby licensed technologies (“Audio”) solely with any proprietary mark or name. If the Audio is designated with a mark or name, the Dolby mark or logo must be included.


Clear Space

It is important to have clear space around the brand logo for legibility and integrity. The primary logo clear space is determined by the height of the double-D symbol. Do not place any other trademark, logo, graphic, text, or illustration in the minimum clear-space area. If the logo is placed on a photographic image, the clear-space area must be even-toned, pattern-free, and allow for good contrast between the background and logo.

Clear space around any Dolby logo is greater than or equal to the height of the double-D symbol on all sides.

Double-D symbol

Word mark

Logos The Logos section explains the fundamentals of Dolby logos. Rules outlined throughout this section apply across all of the Dolby logos. The Dolby Audio logo has been used as an example throughout to demonstrate proper usage. See the Using the Dolby Audio Brand section to ensure that you select the correct logo for your use case.

The guidelines in the section apply to all usage occasions of Dolby logos. Logo Components

Dolby logos have several components, which are referenced in this document. Do not alter these components, or their relationship, in any way.


Versions

There are two approved logo lockups (vertical and horizontal) and two approved colors (black and white) for the Dolby Audio logo.

One-color blackC:0 M:0 Y:0 K:100

R:0 G:0 B:0#000000

One-color whiteC:0 M:0 Y:0 K:0

R:255 G:255 B:255#FFFFFF


Do not scale the logo disproportionately. Do not distort the logo. Do not rotate the logo.

Do not place lines or shapes around the logo. Do not introduce additional graphic elements to the logo.

Do not use multiple colors for the logo.

Do not rearrange the elements of the logo.Do not use the logo as a pattern.

Incorrect Logo Usage You cannot alter the Dolby Audio logo in any way, including those shown here:

Dolby Logo Use at a Glance Dolby logos must be displayed in a way that preserves their integrity. Always use artwork provided by Dolby. Do not alter Dolby logos in any way.


Logo Sizing

This section covers the absolute sizing constraints. For sizing of our logo relative to manufacturer and third-party logos, review the Logo Prominence section.

Minimum Logo Size

Licensees may reproduce Dolby logos at small sizes to suit their needs, as long as the logos remain legible and adhere to the other rules described in these guidelines. If you have sizing requirements that are smaller than the sizes in the following examples, please contact your local Dolby marketing representative.

If the Dolby corporate logo or Dolby Audio horizontal logo is reproduced at such a small size that the circle-R (®) or trademark (™) symbol is illegible, you can remove that symbol from the logo for that particular usage. In all other instances, the logos must be displayed with the appropriate circle-R symbol (for the corporate logo) or trademark symbol (for the Dolby Audio logo).

Maximum Logo Size

There is no maximum size for any of the Dolby logos; however, when the logos are reproduced at sizes over 0.9 meter (3 feet) wide, the appropriate circle-R and trademark symbols should be reduced and positioned so as to be legible yet unobtrusive.

The preferred minimum size for Dolby logos is determined by a preferred minimum height requirement. Below are the minimum height requirements for the logo examples.

Dolby Audio horizontal logo:

• 3 millimeters (0.12 inch) height at 300 dots-per-inch (DPI) resolution • 30 pixels height for onscreen applications Dolby Audio vertical logo:

• 10 millimeters (0.4 inch) height at 300 DPI resolution • 65 pixels height for onscreen applications

Double-D symbol:

• 3 millimeters (0.12 inch) height at 300 DPI resolution • 30 pixels height for onscreen application

height

height

height


Logo Prominence

The guidance in this section pertains to logo prominence specifically on products and packaging.

Dolby Logos Relative to Manufacturer Logo

The prominence of the manufacturer’s or service provider’s logo must have greater prominence than the Dolby Audio logo.

Dolby Logos Relative to Third-Party Logos

When the logos of companies (or technologies belonging to companies) other than Dolby are also displayed, Dolby logos should be displayed with equal or greater prominence to the third-party logos, including size, proportion, location, format, and presence. The following size-checking method can be used to determine the proper size of the Dolby logo:

1. Multiply the height times the width of the Dolby logo. This is “d.”

2. Multiply the height times the width of the largest third-party logo. This is “x.”

3. Calculate x/d ratio (x/d = ratio %). To give the impression of equal prominence, the ratio is ideally 100 percent or less. In certain circumstances, it may be necessary to increase the ratio, but x/d must not exceed 125 percent.

x/d = 100%

X X

Correct Logo Sizing

x/d = 200% Unacceptable Dolby logo sizing and spacing; the ratio of x/d is ideally 100 percent or less.

Incorrect Logo Sizing


Incorrect Backgrounds

The Dolby logo may be placed on photographs or illustrations only when there is sufficient contrast to maintain legibility. Do not use the black logo on backgrounds darker than 50 percent. Do not place logos on patterned, busy, or cluttered backgrounds.

In general, do not use the black logo on backgrounds darker than 50 percent.

Do not place any Dolby logo on a patterned background.

Do not place any Dolby logo on a busy or cluttered background.

Do not use any portion of a Dolby logo as a background.

Acceptable Backgrounds Dolby logos must be placed on backgrounds that do not interfere with their legibility. One-color black logos must be placed on background tints of 50 percent or lighter. One-color white logos must be placed on background tints darker than 50 percent.

One-color black logo on tints of 50 percent or lighter

White (reversed) logos on tints darker than 50 percent


SECTION 2: APPLYING THE DOLBY AUDIO BRAND

Overview This section provides general guidance on applying our branding in the most common scenarios.

User Experience

Recommendations and instructions for usage in UIs

Consumer Specifications

Acknowledging Dolby Audio technologies in product specifications

Products

Specific instructions for logo placement on products

Packaging

Specific instructions for logo placement on packaging

Web Applications

Specific instructions for logo inclusion in applications developed for the web

Mobile Applications

Specific instructions for logo inclusion in applications developed for mobile software applications

Console Games

Specific instructions for logo inclusion on game-console content


Products

When silk-screening a Dolby Audio logo on the fascia of a product, ensure the logo is legible. If you notice the letterforms filling in, then increase the size of the logo.

The recommended location for Dolby Audio logo placement is on the primary, most visible surface of the product.

A Dolby Audio logo should never be displayed on the underside of a product.

TV bezel example

Mobile example A/V receiver (AVR) example

Disc label example


Packaging As you place Dolby logos on packaging, be sure to follow all of the logo guidance outlined in Section 1.

Dolby Digital Plus™ Dolby® TrueHD Dolby® Surround 7.1

This shows the standard use of the Dolby Audio logo, without technology names listed, on packaging.

If you would like to list Dolby audio technologies on your packaging (typically important only for home audio equipment, and particularly AVRs), those technology names should be placed to the right of the Dolby Audio logo in text.

The list of Dolby technologies should be left aligned and spaced one D-width away from the Dolby Audio vertical logo.


User Experience In UIs, use the Dolby Audio logo(s) following the rules for logo usage specified throughout Section 1 of this document.

Do not use other, preexisting logos for specific Dolby audio technologies (such as Dolby Digital Plus) unless directed to do so by another current set of Dolby guidelines (as for Dolby Atmos, for example).

This logo should appear in black or white—if UI constraints dictate the use of a different color, this exception must be approved by Dolby before it can be used.

The Dolby Audio or corporate logo should be displayed when showing the consumer that a piece of content is available in Dolby Audio, when content enabled with Dolby Audio technology is being played back on the device, when a launch icon or in-app design element is associated with a Dolby supplied app, or when indicating Dolby Audio in a settings menu.

DO NOT use the double-D symbol alone to represent the Dolby corporate brand or Dolby audio technologies in contexts where the Dolby Audio platform brand—vertical or horizontal—is legible.

There are vertical and horizontal versions of the Dolby Audio logo, and while the vertical version is preferred, you can use the version that suits your context. Whichever version you use, make sure the logo is legible and follows our clear-space guidance.

FEATURE FILMAudio Video

Setup Scenes Special Features

English

Descriptive AudioEnglish

UI menu example


General Guidance for Format Indication

For home audio products or home entertainment content, on screens that need to indicate technical specifications including the format name, you may (but are not required to) identify the format in text only by naming Dolby Audio first and following with the format name in this way: Dolby Audio - Dolby Digital Plus, or Dolby Audio - Dolby TrueHD, and so on.

UI Indicators for Broadcasters, Pay-TV Providers, and OTT Service Providers

Our broadcast, pay-TV, and over-the-top (OTT) service partners should use the following set of indicators to indicate when content is available in or being played in a Dolby audio technology. You may add a channel count designator next to the logos and alternate options.

When your service delivers content in one of the technologies found in this section, you must display the associated logo where possible. The alternate options, including text-only options, are to be used only in spaces that do not allow for the legible placement of our preferred logos, as shown below.

2nd Choice 5.1

Dolby AC-4, Dolby Digital Plus, or Dolby Digital (5.1 channel)

2nd Choice

Dolby AC-4, Dolby Digital Plus, or Dolby Digital (two channel)

5.1 is used as an example. You may indicate specific channel count information whenever the content is delivered in greater than stereo.

If it is common in your geography to indicate channel count in a different way than 5.1, for example, 6 ch, it is acceptable to use that local form.

Preferred Logo (space permitting)Of specific interest to your consumers is the indication of 5.1 channel audio when available. You may place a channel count designator next to the Dolby Audio logo (place the channel count one-half of a double-D symbol away).

Alternate OptionUse these options as alternatives for displays that cannot show graphics or are space constrained. In text-only situations—when you are unable to display the double-D symbol legibly —you may display the indicators shown below without the double-D symbol.


UI Indicators for Broadcasters, Pay-TV Providers, and OTT Service Providers (cont.)

Guidance for Electronic Programming Guides

The Dolby Audio logo must be used in program information screens and channel banners when content has been mastered with Dolby Audio technology, and Dolby decoder playback is available. When space or system constraints do not allow for use of a Dolby Audio logo, use the following guidance for acceptable alternate options.

When placing channel-count information next to a Dolby Audio logo, place the channel count one-half of a double-D symbol away from the logo.

11:19am

Today

703704705706707708

703

11:00a 11:30a 12:00n 12:30p 1:00p 1:30pBirds and Flowers

Destination North

Dance with Me

Football Highlights

Here We Go Again

Birds and Flowers11:00-12nAn award winning documentaryon birds and flowers in the ...

Cooking Wine Time

Nature’s Way

Travel with Scott

Yoga for Beginners

Soccer

Up There

Dining Out

Undersea World

Italian Get-Away

Look Away

Soccer

Where Are We?

Eating In

Walk with Me

5.1

Birds and Flowers

An award winning documentary on birds and flowers in the countrysides of England and France.Video and images from world famous artists.

Saturday 10/28 11:00am - 12:00pm

OK

PGTV

5.1

In programming menus, Dolby logos are required within the programming grid only when other content-indicator logos appear. However, the logo is required where the program information is displayed within the menu. Additionally, a Dolby Audio logo should be present next to appropriate content in channel banners.

In spaces that allow for usage of a legible Dolby Audio logo (vertical or horizontal), you must use it. You can add the channel count to the right of the Dolby Audio logo, one-half of a double-D away from the logo.

English Dolby 5.1

Spanish MPEG

SoundtrackSelect

English Dolby 5.1

Spanish MPEG

SoundtrackSelect

If your UI does not allow for the display of the double-D symbol, you may use text only, as shown above.

In text-based UI instances, if possible, you should include the double-D symbol through your font system.


Alternate OptionUse these options as alternatives for displays that cannot show graphics or are space constrained. In text-only situations—when you are unable to display the double-D symbol legibly —you may display the indicators shown below without the double-D symbol.

UI Indicators for AVRs

When your AVR plays back content using Dolby Audio technology, you are required to indicate the format being used. You may indicate the format on the front panel or within the UI of a connected product such as a television. To indicate the format, display the logo—or an alternate option for the logo as shown in the right column below—next to or followed by the format name in text.

The alternate options are to be used in spaces that do not allow for the legible placement of our logos. Only in extremely confined spaces within your UI—where neither of the standard Dolby Audio logos (vertical or horizontal) is legible—are you allowed to use the double-D symbol with text, or, if graphics cannot be used, a text-only version, as shown in the alternate options column below.

2nd Choice

3rd Choice

4th Choice

Dolby Audio - Dolby AC-4

Dolby Audio - AC-4

DAC4

Dolby AC-4

Preferred Logo (space permitting)To indicate the technology format that audio is being delivered in, use the logo associated with the given technology below, followed by the format name. Do not use a Dolby or Dolby Audio logo for technologies for which the Dolby Audio logo is not approved.

2nd Choice

3rd Choice

4th Choice

Dolby Audio - Dolby TrueHD

Dolby Audio - TrueHD

DTHD

Dolby TrueHD

2nd Choice

3rd Choice

4th Choice

Dolby Audio - Dolby Digital Plus

Dolby Audio - DD+

DD+

Dolby Digital Plus

2nd Choice

3rd Choice

4th Choice

Dolby Audio - Dolby Digital

Dolby Audio - DD

DD

Dolby Digital


UI Indicators for AVRs (cont.)

2nd Choice

3rd Choice

4th Choice

Dolby Digital 5.1 Creator

Dolby DC

DDC

Dolby Digital 5.1 Creator

2nd Choice

3rd Choice

4th Choice

Dolby Digital EX

Dolby DEX

DDEX

Dolby Digital EX

2nd Choice

3rd Choice

4th Choice

Dolby Digital Stereo Creator

Dolby DSC

DDSC

Dolby Digital Stereo Creator

2nd Choice

3rd Choice

4th Choice

Dolby Digital Live

Dolby DL

DDL

Dolby Digital Live

Preferred Logo Alternate Option

Dolby Audio logo usage not approved unless this technology is combined with another Dolby Audio technology’s decoder




2nd Choice

3rd Choice

4th Choice

Dolby Headphone

Headphone

DH

Dolby Headphone

Dolby Pro Logic® II 2nd Choice

3rd Choice

4th Choice

Dolby Pro Logic II

Dolby PL II

DPL

2nd Choice

3rd Choice

4th Choice

Dolby Pro Logic IIx

Dolby PL IIx

DPLx

Dolby Pro Logic IIx




UI Indicators for AVRs (cont.)

2nd Choice

3rd Choice

4th Choice

Dolby Virtual Speaker

Dolby VS

DVS

Dolby Virtual Speaker

Preferred Logo Alternate Option

2nd Choice

3rd Choice

4th Choice

Dolby Volume

Dolby Vol

DVol

Dolby Volume



2nd Choice

3rd Choice

4th Choice

Dolby Pro Logic IIz

Dolby PL IIz

DPLz

Dolby Pro Logic IIzDolby Audio logo usage not approved unless this technology is combined with another Dolby Audio technology’s decoder

UI Indicators for Consumer Electronics (Not Including AVRs and PCs)

For TVs, digital media adapters, set-top boxes, mobile devices, and tablets, you should generally use Dolby Audio logos as a button in the UX that turns on/off the Dolby Audio technology, and as indicators for active technologies—or use the master brand logos where the Dolby Audio logo would not be legible (see the table in the Using the Dolby Audio Brand section for additional detail). Use the Dolby Audio logo for all our audio technologies that contain a Dolby decoder, except Dolby Atmos and Dolby Headphone.

If your device is displaying broadcast, pay-TV, or OTT content and you would like to display channel count information, you may follow the guidance provided in the UI Indicators for Broadcasters, Pay-TV Providers, and OTT Service Providers sections.


UI Indicators for Games, Blu-ray, and DVD Content

For games, Blu-ray™, and DVD content, you must use Dolby Audio logos as indicators for content that has been mastered in or is being played in a Dolby technology—though you can use the master brand logos where the Dolby Audio logo would not be legible (see the table in the Using the Dolby Audio Brand section for additional detail). Use the Dolby Audio logo to represent all of our audio technologies that utilize a Dolby decoder except Dolby Atmos and Dolby Headphone.

On packaging and in the user experience, if you want to identify the format name, you can do so by naming Dolby Audio first followed by the format name, for example: Dolby Audio - Dolby TrueHD or Dolby Audio - Dolby Digital Plus. Note that you are not required to identify the format name.

In addition, you may place channel-count information next to the Dolby Audio branding for games, Blu-ray, and DVD content. When placing channel count information next to a Dolby Audio logo, place the channel count one-half of a double-D symbol away from the logo.

UI Indicators for PCs

For PCs, products must utilize a Dolby decoder and Dolby postprocessing in order to use the Dolby Audio logo and branding.

Assuming that your product utilizes a Dolby decoder and Dolby postprocessing, you should generally use Dolby Audio logos as a button in the UX that turns on/off the Dolby Audio technology, and as indicators for active technologies—or use the master brand logos where the Dolby Audio logo would not be legible (see the table in the Using the Dolby Audio Brand section for additional detail). Use the Dolby Audio logo for all our audio technologies that contain, or utilize, a Dolby decoder and Dolby postprocessing—except Dolby Atmos and Dolby Headphone.


Consumer SpecificationsIn consumer-facing contexts where you describe the technical specifications of the product, you can identify the technologies that your version of Dolby Audio contains as shown in the example below, using “Dolby Audio” first followed by parentheses containing “supporting” followed by the format names. When listing audio technologies from Dolby, you must list them in text.

You can no longer use prior logos for Dolby technologies (see the Current and Noncurrent Brand Elements section for more information).

If you would like to use a logo in a specification section, then use the Dolby Audio logo.

PARTNER LOGO

PARTNER LOGO

PARTNER LOGO

Product sheet example with specifications


Console Games

Guidelines for Dolby Audio Brand UsageThe audio content in the current generation of console games can be created using Dolby sound processing technology. It is important to clearly convey soundtrack information to the consumer by using the appropriate Dolby logo. These guidelines describe methods for correctly indicating this information in console games and on game packaging. Uniformity of markings on games improves consumer understanding and satisfaction, thereby reducing the need for customer support.

A license is required for the use of all Dolby trademarks. Please contact [email protected] for a Trademark Agreement.

We suggest that, prior to publication, game publishers submit to Dolby Laboratories for review and approval any packaging, artwork, or instruction manual content that mentions Dolby technology. Game publishers must also supply Dolby with one release copy of products using Dolby technology for quality assurance and archiving.

Selecting the Correct Dolby LogoWhen a game contains a Dolby Digital soundtrack, it should display only the Dolby Audio logo. Only one Dolby technology logo may be displayed on a given game. Do not use the Dolby Audio logo in conjunction with a format logo, such as the Dolby Digital logo.

Logo Placement on Game Content

Dolby, Dolby Audio, and the double-D symbol are trademarks of Dolby Laboratories.


Logo and trademark acknowledgment placement on game packaging and disc

mailto:trademarkagreement%40dolby.com?subject=Trademark%20Agreement%20Request


Trademark Acknowledgment for Console GamesThe correct trademark acknowledgment for games using the Dolby Audio brand should appear as: Dolby, Dolby Audio, and the double-D symbol are trademarks of Dolby Laboratories.

Guidelines for Electronic-Distribution TitlesFor games with no disc or packaging, such as those available for electronic distribution, place the Dolby Audio logo and trademark acknowledgment in the online manual or the relevant screen of the contents.


Web Applications This section was designed specifically to help HTML developers promote apps with content that uses Dolby Audio technologies. The guidelines found in this section do not apply to Flash® or Silverlight® based content.

Dolby Logos Associated with the WebWhen a Dolby logo is used, the placement and position of the logo should be located to inform, educate, and promote Dolby technology to the consumer.

Dolby recommends that the Dolby Audio logo be used in one of the following locations related to a website:

• Main menu

• About menu

• Description page

• Features page

• Description update if Dolby Audio technology is being used in that update

We encourage the use of Dolby Audio logos in controls, canvas, app bars, flyouts, dialog boxes, and so on.

In addition, we highly recommend the use of the Dolby Audio trademark associated with the application to be present on both digital and print materials associated with the application. However, the Dolby Audio trademark may be used only so long as the application is available on the web; the website is using the Dolby Audio technology as part of the applications feature and functionality to the consumer; and provided the other terms of these trademark guidelines and the trademark License Agreement are followed.

Updated information and materials can be obtained from the Dolby Developer Portal at http://developer.dolby.com. The Dolby logo can be utilized to promote and highlight the capability within the website to consumers. Follow the Trademark Approval Workflow for Web Applications, found on the following page, in order to obtain the necessary approval for usage of the Dolby Audio logo on your site.

http://developer.dolby.com


Trademark Approval Workflow for Web ApplicationsThe registered and legal owner of a website may use material within these guidelines and deploy to the web only if the website meets all of the following requirements:

• Complies with applicable law

• Does not infringe or misrepresent any third-party rights

• Plays back and/or encodes Dolby Audio within the website that enables functionality for the website to play back and/or encode Dolby Audio upon a licensed device

• Successfully completes the logo registration form at http://developer.dolby.com/support.aspx#logos

http://developer.dolby.com/support.aspx#logos


Mobile Applications This section was designed specifically to help mobile application developers promote apps with content that uses Dolby Audio technologies.

Dolby Logos Associated with Mobile ApplicationsWhen a Dolby logo is used, it should be placed where it can promote the Dolby technology, and inform and educate the consumer. Dolby requires that the Dolby Audio logo be used in the following locations related to the mobile application. A minimum of 1 from each group below is required:

Group #1

1. Application tile

2. Application splash screen

Group #2

1. Application screen shot

2. Store promotional image

Dolby requires that the Dolby Audio logo be present in the following locations:

1. Application description

2. Application keywords

3. Application features

4. Description update if Dolby technology is being used in that update

We encourage additional use in other locations, such as controls, canvas,

app bars, flyouts, and dialog boxes.

In addition, we highly recommend the use of the Dolby Audio trademark in both digital and print materials associated with the application. However, the Dolby Audio logo may only be used so long as the application is available in an application store, the application is using Dolby Audio technology as part of consumer-facing features and functionality, and the other terms of these trademark guidelines and the Trademark License Agreement are followed.


Updated information and materials can be obtained from the Dolby Developer portal at http://developer.dolby.com. The Dolby Audio logo can be utilized to promote and highlight the capability inside the mobile app to consumers. Trademark Approval Workflow for Mobile ApplicationsThe registered and legal owner of a mobile app may use material within this guide and deploy the mobile app to the application store only if it meets all of the following requirements:

• Complies with applicable law

• Does not infringe or misrepresent any third-party rights

• Plays back and/or encodes Dolby Audio within the website that enables functionality for the website to play back and/or encode Dolby Audio upon a licensed device

• Successfully submits an email to [email protected] with the following information to support the request for approval to use Dolby trademarks as defined in this document:

° Full application(s) name

° Full URL to the mobile app(s)

° Full name of the owner of the mobile app(s)

° Company or Individual’s web site address

The registered and legal owner of the app then:

• Reviews, executes, and returns Dolby’s Trademark License Agreement for Dolby Audio for Mobile Applications; and

• Receives written approval from [email protected] to use Dolby’s trademarks within and associated with the commercial mobile app.

• Successfully submits a binary to [email protected] for evaluation of trademark usage.

http://developer.dolby.com

http://[email protected]




SECTION 3: USING MULTIPLE DOLBY PLATFORM BRANDS

OverviewAs you incorporate the most innovative technologies into your products, you will likely start incorporating multiple Dolby technologies that are represented by our different platform brands. This section outlines general rules for effectively using multiple Dolby platform brands together.

Logo Versions When Placed Together

Our platform brands were designed to work together. Each platform brand has vertical and horizontal versions of the logo, and each can be used in black and white.

When using multiple Dolby platform logos together, you must use the same orientation of each logo (vertical with vertical and horizontal with horizontal) and the same color for each logo (white with white and black with black). Additionally, the platform logos must have the same height.

When stacking the logos vertically, you must left-align the logos. When placing the logos next to one another, the double-D symbols should be top-aligned.

If you need more information on Dolby platform brands, please see the Dolby Brand Architecture section.

Maintaining Proper Clear Space

When placing Dolby platform logos together, maintain clear space as shown in the following examples.

Acceptable Clear Space


Unacceptable Clear Space


As with any material property, trademarks may only be used with the permission of the trademark owner. When trademarks are licensed, it’s the responsibility of the trademark owner to establish usage standards and to educate licensees on meeting these standards in order to protect the reputation of the marks.

Dolby trademarks must always be used in accordance with US practices for the protection of trademark and service mark rights, except when the requirements are more stringent in the country from which the product or marketing containing the Dolby trademark originates. Then, the practice of that country must be followed.

We require Dolby trademarks to be represented in specific ways on materials associated with products incorporating Dolby technology. One of those requirements is that Dolby trademarks and technology names must be followed by appropriate suggested generic terms or phrases to describe the underlying product.

This section provides guidelines on how to properly use and acknowledge Dolby logos, trademarks, and technology names in:

• marketing materials • online content • product packaging • products

1 General Rules

1.1 Dolby logos, trademarks, and technology names may not be incorporated into your own product names, service names, trademarks, logos, or company names. Marks or logos that are confusingly similar to Dolby’s marks and logos may not be adopted.

Correct: Our Amazing Product uses Dolby Audio technologies to play movies and TV shows in surround sound. Incorrect: Our Dolby Audio service plays movies and TV shows.

1.2 Use logos, trademarks, and technology names in the manner for which they are intended. Do not use them for goods or services for which they are not intended. Do not make puns out of them or portray them in a negative light.

2 Using Dolby Logos, Trademarks, and Technology Names in Marketing Materials

2.1 Marketing materials include, but are not limited to, owner’s manuals, setup guides, quick-start cards, data sheets, press releases, advertisements, and white papers.

Trademark Acknowledgments

2.2 A trademark acknowledgment statement shall be displayed whenever the Dolby logo or trademark is used in marketing materials. The acknowledgment must be visible on the marketing material, typically in the form of a footnote, and identify only those Dolby logos and trademarks used.

2.3 Various methods of trademark acknowledgment are acceptable, depending on the trademarks used and the available copy space. These examples illustrate different trademark acknowledgments.

SECTION 4: TRADEMARK USE AND ACKNOWLEDGMENT


2.3.1 When using “Dolby” as a trademark, the circle-R symbol must be placed after the first instance of “Dolby” in the marketing material, along with the trademark acknowledgment:

a. Preferred: Dolby is a registered trademark of Dolby Laboratories. b. Or: Registered trademark of Dolby Laboratories c. Or: ® Dolby Laboratories

2.3.1.1 The circle-R (®) or trademark (™) symbol must be adjacent to the trademark, and the trademark should be followed by a generic term:

“Dolby Audio™ decoding and playback,” and not “Dolby Audio decoding and playback™.”

2.3.1.2 When other trademarks are used within the text, such as “Dolby Atmos,” place the appropriate circle-R (®) or trademark (™) symbol after their first instance in the marketing material.

2.3.2 If the double-D symbol is also used, the trademark acknowledgment must read:

a. Preferred: Dolby and the double-D symbol are registered trademarks of Dolby Laboratories. b. Or: Registered trademarks of Dolby Laboratories c. Or: ® Dolby Laboratories

2.3.3 When other trademarks are also used within the text, such as “Dolby Audio,” the trademark acknowledgment is modified to indicate ownership of those terms as well. For example, if the Dolby and Dolby Audio trademarks appear in an owner’s manual, the trademark acknowledgment should read:


2.3.4 For the trademark indication, a circle-R (®) or trademark (™) symbol in superscript mode is preferred, but if these symbols are not available, use the letters and parentheses: (R) or (TM).

2.3.5 Translations of trademark acknowledgment statements are available in many languages in Translated Dolby Trademark Statements for Licensed Products. Contact your local Dolby field marketing representative.

Using Dolby Trademarks and Product Names in Text

2.4 “Dolby” is a registered trademark used to describe the products, licensable technologies, and services of Dolby Laboratories. The Dolby trademark should be used as an adjective in conjunction with a technology name and a generic term, typically a common noun. Accordingly, the Dolby trademark should never be used alone.

Correct: The Amazing Product supports Dolby Audio technology. Incorrect: The Amazing Product supports Dolby. Dolby is in the Amazing Product.

2.5 Avoid phrases such as “Dolby tablet” or “Dolby device,” which imply that Dolby manufactures these products. Instead, use the phrase, “a tablet that supports Dolby Audio technology.”

2.6 Properly designate all of Dolby’s trademarks with a circle-R (®) or trademark (™) symbol at the most prominent use (usually a headline) and again after the first use of the trademark in the copy.

2.7 Do not claim Dolby has certified or warranted a product or service. You may state that Dolby has approved the design of your product.

Correct: The Amazing Tablet supports Dolby Audio decoding and playback. Incorrect: The Amazing Tablet is certified by Dolby.


2.8 Trademarks and technology names should not be used as verbs.

Correct: Enjoy your entertainment with Dolby Audio technologies. Incorrect: Dolby Audio your entertainment experience.

2.9 Trademarks and technology names should not be used in the plural.

Correct: These services support premium-quality surround sound with Dolby Audio technologies. Incorrect: This service includes two Dolbys.

2.10 Trademarks and technology names should not be used in the possessive.

Correct: The capabilities of the service supporting Dolby Audio playback are excellent. Incorrect: Dolby’s playback capabilities are excellent.

2.11 Trademarks should not be altered or appended to in any way.

Correct: Capable of Dolby Audio decoding and playback Incorporates Dolby Audio decoding support and Amazing Movies service technologies Incorrect: Dolby Audio-capable Pre-Dolby Audio processed

2.12 Trademarks and technology names should not be abbreviated except as specified for limited space situations. Correct: Dolby Audio Incorrect: D Audio

2.13 Always use the capitalization, spacing, and syntax for Dolby trademarks and technology names exactly as they are represented in these guidelines.

Correct: Dolby Audio Incorrect: Dolby audio

2.14 “Dolby” is not only a trademark used to describe Dolby technologies and products, but is also the name of the company. When using Dolby to represent the company name, the circle-R symbol may be removed and “Dolby” may be used as a noun (for example, Acme Ltd. will host Dolby at the user conference).

3 Using Dolby Logos, Trademarks, and Technology Names in Online Marketing Content

3.1 The guidelines for using Dolby logos, trademarks, and technology names in marketing materials also apply to usage for online content, including websites, emails, blogs, and other Internet-related applications. Some exceptions to logo usage in mobile application user experience environments are described earlier in this document. Additional considerations for online content use are described in the following sections.

3.2 Domain and subdomain names should not include Dolby trademarks and technology names (for example, www.acme-dolby.com or www.dolby.acme.com). A subfolder of the primary domain name may be used.

3.2.1 Capitalization rules should apply with subfolder names (for example, the “D” in Dolby should be capitalized).

3.2.2 The registration and use of the Dolby brand name in third-party website addresses is not allowed (for example, www.acme-dolby.com).


3.2.3 Dolby licensees should not purchase or register domain names that include Dolby trademarks and technology names. The licensee’s website name should not include Dolby trademarks and technology names (for example, The Dolby <technology name> Review Site).

3.3 Online content that uses Dolby logos and trademarks should include the proper trademark acknowledgment statements in the online content’s legal notices.

3.4 Licensee’s online content may contain links to content on Dolby websites, but content from Dolby websites and emails may not be copied to a licensee’s online presence.

3.5 When displaying Dolby logos in online content, all logo usage guidelines in this document apply, including clear space, sizing, and color.

3.5.1 Logos may not be animated, morphed, assembled or disassembled, or moved across the screen.

3.5.2 Dolby logos may be clickable to the appropriate page on Dolby websites.

3.5.3 Logo use should indicate that the licensed product contains Dolby technologies and not that the logo is an endorsement of the licensee’s company or website.

3.5.4 The relationship between the size of the licensee’s logo and the Dolby logo should not imply that Dolby is the owner of the website. See the Logo Prominence section for details.

4 Using Dolby Logos, Trademarks, and Technology Names on Products

Trademark Acknowledgments

4.1 A trademark acknowledgment shall be displayed whenever the Dolby logo or trademark is used on a product. The acknowledgment must be visible on an exposed surface of the product or package and identify only those Dolby trademarks used. The typical location is on the back panel of the licensed product and in the owner’s manual. If there is no space on the product for the acknowledgment, the notice in the owner’s manual is sufficient.

A license notice shall be displayed whenever a product includes licensed Dolby technologies. The notice must be visible on an exposed surface of the product or package, typically on the back panel, and in the owner’s manual. If there is no space on the product for the notice, the notice in the owner’s manual is sufficient.

Products with 400 cm2, or less, of total exterior product surface area are not required to include a trademark acknowledgement or license notice on the outside of the product. However, a trademark notice and license notice is still required in the owner’s manual as stated in the preceding two paragraphs.

4.2 Trademark symbols (® or ™) are optional for logos placed on products.

4.3 Proper trademark acknowledgments are listed at the end of this document.

4.4 Translations of trademark acknowledgment statements and license notices are available in many languages in Translated Dolby Trademark Statements for Licensed Products. Contact your local Dolby representative.

Generic Terms on Products

4.5 Words describing the Dolby technology (for example, “Supports Dolby Audio playback”) must not be permanently printed on products. Such use would detract from the logo and reduce the value of the Dolby trademark. To highlight a technology in a licensed product, we suggest a removable point-of-sale sticker.


5 Using Dolby Logos and Trademarks on Packaging

Trademark and License Acknowledgments

5.1 While we recommend that the appropriate Dolby logo and technology name be displayed on the product packaging, a trademark acknowledgment statement and license notice are not required on the packaging as long as the proper trademark acknowledgment statement is displayed in the owner’s manual.

5.2 Guidelines for displaying Dolby logos on product packaging are in the Packaging and Products sections of this document.

Dolby, Dolby Atmos, Pro Logic, and the double-D symbol are registered trademarks of Dolby Laboratories. Dolby Audio, Dolby Digital Plus, and Dolby Vision are trademarks of Dolby Laboratories. All other trademarks remain the property of their respective owners. © 2016 Dolby Laboratories, Inc. All rights reserved. S16/29040/29284

Dolby Laboratories Licensing Corporation 1275 Market Street, San Francisco, CA 94103 USA T +1-415-558-0200 F +1-415-645-4000 dolby.com

As with any material property, trademarks may not be used without the permission of the trademark owner. When trademarks are licensed, it’s the responsibility of the trademark owner to set quality standards and educate licensees on how to meet them in order to protect the reputation of the marks.

Trademark Acknowledgment for Marketing Materials

Product leaflets, advertisements, and other promotional materials are not required to include a license notice. Such materials must acknowledge ownership of the Dolby trademarks. Trademarks that are required to appear in the trademark acknowledgment, as appropriate, are “Dolby,” “Dolby Audio,” “Pro Logic,” and the double-D symbol. When these trademarks are used either in text or logo form, the trademark acknowledgment should list them in the following form: Dolby, Dolby Audio, Pro Logic, and the double-D symbol are trademarks of Dolby Laboratories.

License Notice and Trademark Acknowledgment Required for Licensed Products

A license notice and trademark acknowledgment must be displayed whenever a Dolby technology is included in a product. The acknowledgment must be visible on an exposed surface of the product and package and identify only those Dolby trademarks used. The typical location is at the bottom of the piece. Trademarks that are required to appear in the trademark acknowledgment, as appropriate, are “Dolby,” “Dolby Audio,” “Pro Logic,” and the double-D symbol. When these trademarks are used either in text or logo form, the trademark acknowledgment should list them in the following form: Manufactured under license from Dolby Laboratories. Dolby, Dolby Audio, Pro Logic, and the double-D symbol are trademarks of Dolby Laboratories.

License Notice, Trademark Acknowledgment, and Copyright Notice Required for Software Products

A license notice and trademark acknowledgment must be displayed whenever a Dolby technology is included in a product. The acknowledgment must be visible on an exposed surface of the product and package and identify only those Dolby trademarks used. The typical location is at the bottom of the piece. Trademarks that are required to appear in the trademark acknowledgment, as appropriate, are “Dolby,” “Dolby Audio,” “Pro Logic,” and the double-D symbol. When these trademarks are used either in text or logo form, the trademark acknowledgment should list them in the following form: Manufactured under license from Dolby Laboratories. Dolby, Dolby Audio, Pro Logic, and the double-D symbol are trademarks of Dolby Laboratories. Confidential unpublished works. Copyright 0000-0000 Dolby Laboratories. All rights reserved.

Replace “0000-0000” in the copyright notice above based on the Dolby technologies found within the product. Use the list below to select the date range to include.

• Dolby Digital Plus 2003-2015

• Dolby TrueHD 1995-2015

• Dolby Digital 1992-2014

• Dolby Headphone 2004

• Dolby Pro Logic II 2000-2006

SECTION 5: DOLBY TRADEMARK AND LICENSE STATEMENTS

Documents

DOLBY AUDIO™ BRAND GUIDELINES ISSUE 1developerdownload.dolby.com/.../Dolby_Audio_Brand_Guidelines.pdf · DOLBY AUDIO BRAND GUIDELINES | 3 Overview This section describes all the