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© 2016 Parallels International GmbH. All rights reserved.
Terms of Use | Privacy Policy
2016
Marketing Guidelines
2 3
Master Brand ComponentsThe Parallels logo is the cornerstone of the Parallels brand. Please use it correctly and consistently, according to the guidelines.
To protect the integrity of the Parallels brand, it is important to do the following:
• Display the logo only in the forms specified in this guideline.
• Use the logo only in its complete form, always keeping the
mark and logotype together.
Wordmark Trademark
Master Brand
Bars
When referring to Parallels in text, always use the title-cap treatment shown here:
Parallels
Use only artwork or electronic files provided at
parallels.com/about/brand-assets to reproduce the logo.
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• The Parallels logo consists of two elements: a graphic
element and a “wordmark.”
• The distinctive graphic element that is the core
visual descriptor for the Parallels brand is referred to
as the “bars.”
• The bars are simple, yet powerful graphical elements,
and they reinforce our key attributes as a symbol of
efficiency and optimization. The bars must be used with
the wordmark and cannot be combined with any other
logo or messaging.
• The wordmark should never be altered, nor stand alone
as an image without the bars.
• The Parallels logo was created in Adobe Illustrator.
These vector-based EPS files can be reproduced at
any size without compromising quality. All logos can
be found online at: parallels.com/about/brand-assets
Things to Avoid
• Do not reproduce the logo in colors other than those
specified in this document.
• Do not place the two-color logo on a patterned
background which impairs readability.
Logo Variations
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Primary Usage on White or Gray Download
Secondary Usage Red Download
Knockout on Black or Gray Download
One Color Print Download
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Print and Online StandardsMaintaining a clean and uncluttered space around the Parallels logo maximizes the visual impact. Setting a minimum size helps to ensure the logo is always legible with maximum impact.
• Always maintain a minimum clear space between the logo and the edge of a page, package, or color field.
• Use the specifications as shown on this page to define the appropriate amount of clear space.
• Always position the logo away from other text, graphic, and other design elements, especially other trademarks and service marks.
Logo Height
Logo Height
Logo Height
x 2
Logo Height
x 2
Things to Avoid• Do not use less than the minimum clear space.• Do not “lock up” the logo with other words, images,
or logos, unless approved by the Brand team.• To ensure legibility, do not reproduce the logo smaller
than 1 inch (2.54 cm) wide for printed materials or 150 pixels for online presentations.
• Do not attempt to re-create any portion of the logo.• Do not separate the bars from the wordmark.• Do not rotate, skew, redraw, re-proportion, or
otherwise alter or distort the logo or its elements in any way.
• Do not combine the logo with any other element—such as logos, words, graphics, photos, slogans, or symbols—that might seem to create a hybrid mark.
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Parallels VoiceThe Parallels voice is approachable, knowledgeable, and straightforward. Our presentation is clear and fact-based. We are friendly, casual, and clever—with a dash of wit.
Our voice comes through best in short, declarative sentences. Fragments may be used in headlines for dramatic effect.
Avoid long feature lists, complex or cumbersome language, and deep technical detail, especially for consumer audiences. Focus on practical benefits for real-life use cases.
The Parallels audience is busy, savvy, and forward-thinking. They are on the move, and they want efficient, effective solutions that keep them connected at all times.
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Products and Their Names• When referring to a product name, the Parallels
Master Brand comes first with a ® symbol, followed
by the product name (except in the case of Parallels
Desktop, which is trademarked in its entirety).
• In text and imagery, it is typically necessary to
manually adjust ® and ™ symbols, as they do not
scale proportionally.
• Icons shown are for marketing use only, and are
not intended for use as a product designator outside
of the website, PR, and related marketing use.
• Company and product names in text should
always look as follows:
Parallels®
Parallels Desktop® 12 for Mac
Parallels Desktop® for Mac Business Edition
Parallels Desktop® for Mac Pro Edition
Parallels Toolbox® for Mac
Parallels Access®
Parallels® Mac Management for Microsoft® SCCM
Parallels® Remote Application Server
Parallels Transporter®
Parallels® Mac Managementfor Microsoft SCCM
Parallels® Remote Application Server
Parallels® AccessTM
Parallels® Toolbox for Mac
Parallels Desktop® for MacBusiness Edition
Parallels Desktop® for MacPro Edition
Parallels Desktop® 12for Mac
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Working with Product Brands• When creating an image for online use, packaging or
product marketing, the company and product names should be typeset according to guidelines and with the approved fonts.
• Be mindful to add the registered trademark after “Parallels,” except in the case of Parallels Desktop, where it follows “Desktop”.
• In text, the company and product names should match the font of the surrounding text; the font should be one of the approved fonts covered in this Guide.
Things to Avoid• Do not typeset Parallels and the product names
using two different colors. • Do not mix the Parallels logo with any of the
product names.
Product Name in Title Case ® Version “for Mac”
Parallels Desktop® 12 for Mac
Parallels® Desktop 12 for Mac
Desktop
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Our copyright is as follows:© 2016 Parallels International GmbH. All rights reserved.
Our abbreviated language is as follows:This product is protected by United States and international copyright laws. The product’s underlying technology, patents, and trademarks are listed at parallels.com/trademarks.
The complete version of our copyright language:© 2016 Parallels International GmbH. All rights reserved. The Parallels logo, Parallels, Coherence, Compressor, Parallels Desktop, Parallels Access, Parallels Explorer, Transporter, and 2X are registered trademarks of Parallels International GmbH. Microsoft, Internet Explorer, Windows, Windows 7, Windows 8, Windows Vista, Windows XP, Windows 10, and any related graphic logos or icons are trademarks or registered trademarks of Microsoft Corporation in the United States and/or other countries. Apple, iPad, iPhone, iPod touch, Launchpad, Mac, the Mac logo, macOS, Mac OS, MacBook, MacBook Air, Mission Control, and Safari are trademarks of Apple Inc., registered in the US and other countries. All other trademarks are the property of their respective owners.
Products and TrademarksTrademark symbols for all Parallels and third-party products must appear once in each deliverable, ideally at first use in body copy (preferably not in a headline, unless that’s the only option).
Reminder: All print and web collateral related to contests and contracts, as well as any other materials requiring customized legal language, must be sent to the legal department for review.
Trademarks & CopyrightFirst Use
Subsequent Uses
Internal Use Only
Parallels Desktop® 12 for Mac Parallels Desktop PDFM
Parallels Desktop® for Mac Business Edition
Parallels Desktop Business Edition
PDB
Parallels Desktop® for Mac Pro Edition
Parallels Desktop Pro Edition
PDFM Pro
Parallels® Toolbox for Mac Parallels Toolbox PTFM
Parallels® Access™ Parallels Access PAX
Parallels® Mac Management for Microsoft® SCCM
Parallels Mac Management
PMM
Parallels® Remote Application Server
Parallels RAS RAS
Parallels Transporter® Parallels Transporter Transporter
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Third-Party TrademarksFor third-party products or services, start by checking the lists below. For terms not covered in these lists, search the INTA (International Trademark Association) Trademark Checklist, which also provides generic alternatives: applications.inta.org/apps/trademark_checklist.
Apple TrademarksHere are the top three rules for using Apple trademarks in Parallels copy:
• Do not make product names plural: Mac computers, not Macs; iPad devices, not iPads.
• Do not make product names possessive: the iPhone keyboard, not iPhone’s keyboard.
• Always spell and capitalize Apple trademarks exactly as shown in the Apple Trademark List (see link below). Do not shorten or abbreviate Apple product names.
For a non-exhaustive list of Apple trademarks, see:apple.com/legal/intellectual-property/trademark/appletmlist.html
Amazon TrademarksFor a non-exhaustive list of Amazon trademarks, see:amazon.com/gp/help/customer/display.html/?nodeId=200738910
Google TrademarksFor a non-exhaustive list of Google trademarks, see:google.com/permissions/trademark/our-trademarks.html
Microsoft TrademarksFor a searchable, non-exhaustive list of Microsoft trademarks, see:microsoft.com/en-us/legal/intellectualproperty/Trademarks/EN-US.aspx
Samsung TrademarksSamsung does not provide a public trademark list. Refer to the INTA Trademark Checklist for guidance.
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Color is an important element of brand identity. Color
helps our audience identify who we are at a glance.
The Parallels color palette includes primary and
secondary palettes. The primary is red, black, and gray.
Secondary colors may include green, blue, orange, and
purple, as well as other hues.
Use one or more secondary colors as accents, but not as
fields of color that compete with the overall red theme.
Colors
WhiteCMYK 0/0/0/0RGB 255/255/255HEX #ffffff
Pantone 1797 CCMYK 2/98/85/7RGB 217/34/49HEX #d92231
Pantone 7622 CCMYK 24/100/100/21RGB 161/0/14HEX #a1000e
Primary Colors
BlackCMYK 0/0/0/100RGB 0/0/0HEX #000000
Secondary Colors
Gray Spectrum
Pantone 299 CCMYK 66/18/1/0RGB 0/53/255 HEX #0099ff
Pantone 361 CCMYK 75/0/95/10RGB 153/51/153HEX #339933
Pantone 137 CCMYK 0/35/99/0RGB 252/175/26HEX #ffa300
Pantone 7441 CCMYK 37/50/0/0RGB 163/135/190HEX #a35bc0
Pantone 7457 CCMYK 30/1/4/0RGB 173/221/238HEX #addded
Pantone Cool Gray 11 CCMYK 66/59/57/39RGB 74/74/74HEX #4a4a4a
Pantone Cool Gray 10 CCMYK 52/44/41/7RGB 128/127/131HEX #807f83
Pantone Cool Gray 5 CCMYK 31/25/26/0RGB 179/178/177HEX #b3b1b1
Pantone Cool Gray 3 CCMYK 21/17/17/0RGB 200/200/200HEX #c8c8c8
Pantone Cool Gray 1 CCMYK 8/6/7/0RGB 230/230/230HEX #e6e6e6
Pantone Cool Gray 1 C (28%)CMYK 3/2/2/0RGB 244/244/244HEX #f4f4f4
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• Always use the approved color palette.
• Always reproduce the logo in two colors on a white
background whenever possible (this is the preferred
version of the logo).
• Adjustments may be made for packaging, POP,
and collateral to compensate for paper stock and
other treatments.
• Use whitespace and keep it clean.
Things to Avoid
• Do not use colors other than approved colors.
• Do not apply uneven gradients.
• Do not add texture or background visual elements.
For the best print quality reproduction and worldwide consistency,
Parallels colors should be printed as solid PANTONE® colors. If a
PANTONE color is not available, a four-color process match may be
appropriate. All materials prepared for the web should use the appropriate
HEX value. Check with the Creative Services team if you have questions.
Color Usages
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PhotographyDevice imagery from Apple and other affiliates is beautiful
and simple. We show our product running in these
devices. Product shown one of two ways:
• Device only, front view, with product running.
• One device per “visual segment” is best; however,
multiple devices can be shown together.
• When using multiple devices, always keep them on
the same depth of field and in equivalent proportions.
• Lifestyle imagery can be used with full bleed and no
human faces.
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To help establish a consistent brand style, the
Helvetica Neue family has been chosen because of its
universal acceptance, legibility, and range of font weights.
• Body text should be Helvetica Neue 45 Light.
• For easier legibility at smaller sizes, or when light text
is on a dark background, 55 Roman may be used.
• 75 Bold text is used in product names, and in body
copy to emphasis a key phrase or feature.
• 25 Ultra Light should be used for large title text only.
• 56 Italics denote a quote.
• 86 Heavy and 95 Black should be used as headline
text only.
• The condensed version should not be used.
Usage may depend on the space and emphasis required
by the design. Check with a Creative Services team
member if you have questions.
TypefaceHelvetica Neue
25 Ultra LightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
45 LightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
55 RomanABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
56 ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
75 BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
85 HeavyABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
95 BlackABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
Primary