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This document provides branding guidelines for the Norton Heroes campaign. It introduces the campaign's objectives of increasing emotional connection to security software and differentiating the Norton brand. The creative approach uses superhero characters called the Norton Heroes to represent Norton product benefits. Guidelines cover the characters Nemesis, Aurora and Swift, who each target different audiences. They also cover graphic treatments, typography, and ensuring communications meet objectives of simplicity, style and credibility. Character illustrations and backgrounds must be used correctly to maintain brand consistency.

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Norton™ Heroes Style Guidelines Copyright © 2008 Symantec Corporation. All rights reserved. Symantec, the Symantec Logo, Norton, Norton AntiVirus, Norton Internet Security and Norton 360 are trademarks or registered trademarks of Symantec Corporation or its affiliates in the U.S and other countries. Other names may be trademarks of their respective owners.
NORTON™ HEROES BRAND IDENTITY GUIDELINES Contents Overview Introduction Characters Graphic Treatment Typography Communication Hierarchies Quick Guide
NORTON™ HEROES BRAND IDENTITY GUIDELINES Overview Introduction Welcome to the Norton™ Heroes: a new EMEA campaign that embodies a fresh approach by Norton from Symantec to reaching important market segments. Campaign Objectives Develop an overarching campaign idea that can work across Tech Basic, Tech DIY and Concerned Parent audiences to: - Increase the low emotional connection consumers have with Security Software - Continue to build differentiation of Norton Brand - Support the premium position of Norton Brand - Associate creative with performance benefits of Norton products. Strategy - Build a frame of reference for Security Software with which the target audience can identify and connect - Develop a creative approach that allows flexibility in messaging and targeting, and can span communication channels – Tech Basic, Tech DIY and Concerned Parents - Seed campaign through all Norton traditional and new channels Creative Approach - Use Heroes to represent power of Norton Products - Place Norton™ Heroes in an environment where they can: - Demonstrate Product benefits - Provide education - Align Norton™ Heroes with Modern Graphic Novel style to: - Gain credibility with Tech Basic and Tech DIY audience - Emphasise performance of Norton Products Communications objectives by audience For Concerned Parents it must: - Define Norton as Ultimate in Security software - Drive large scale awareness of Norton Brand. - Stimulate a sense of urgency towards PC protection For Tech DIY and Tech Basic it must: - Speak their language and be credible. - Address competition Introduction Key Concepts Core Principles Core Objectives Copy Web Overview
NORTON™ HEROES BRAND IDENTITY GUIDELINES Overview Introduction Key Concepts Core Principles Core Objectives Copy Web Overview Key Concepts Netropolis The Norton Heroes live and operate in a city called Netropolis which is a metaphor for the internet. Norton HQ Norton HQ is a Skyscraper in Netropolis. A base for the Norton Heroes and represents a beacon of security which reaches out across the internet.
NORTON™ HEROES BRAND IDENTITY GUIDELINES Core Principles The Norton™ Heroes campaign references the look, feel and tone of the modern form of Graphic Novel and correlating cinema. The Norton Heroes themselves stand for the exciting level of increased performance across the Norton 2009 product range. Overview Introduction Key Concepts Core Principles Core Objectives Copy Web Overview
NORTON™ HEROES BRAND IDENTITY GUIDELINES Overview Introduction Key Concepts Core Principles Core Objectives Copy Web Overview Core Objectives When constructing any form of communication always refer to these core objectives: Simplicity, Style and Credibility. Simplicity Simplicity is ensuring all communications are clear, uncluttered and make use of messaging hierarchy. Style Style is executing communication within the look, feel and tone of the referenced genres. Credibility Credibility is ensuring that the communication reaches the high standards dictated by the style. If a communication fails to meet any one of these core objectives it is in breach of the brand guidelines and must be reconsidered.
NORTON™ HEROES BRAND IDENTITY GUIDELINES Copy Tone and content should always achieve the Core Objectives of: Simplicity, Style and Credibility. Where possible use a style that reflects the Graphic Novel genre i.e. serious and hard hitting (this must be applied judiciously - with the reputation of the Norton brand as the foremost consideration). Avoid: ‘Cereal Packet Style’ “Nemesis recommends Norton Internet Security” Hey Kids! Stay safe on the internet” Always refer to ‘The Norton Heroes’ never ‘Heroes’ or ‘The Heroes’. Also never refer to The Norton Heroes as ‘Superheroes’. Overview Introduction Key Concepts Core Principles Core Objectives Copy Web Overview
NORTON™ HEROES BRAND IDENTITY GUIDELINES Web Overview The rooms in the HQ represent the Information Architecture and follow an information hierarchy. The Briefing Room Here the Norton Heroes access information on the cyber crime around Netropolis. Currently, the map is the only information zone in this room. Users can interact with this map. Middle Rooms These are living spaces for the Norton Heroes. They are the navigation to a Norton Hero profile. The empty rooms are available for future additions of Norton Heroes. These can be locked/unlocked as required using the term ‘Agent in Training’ to show an upcoming character. The Locker Houses the latest real-world online threats and current Symantec product offers (free trials, promotions, etc). Cityscape This area is patrolled by the Norton Heroes and their technology. Real world competitions, games and similar content can exist in the cityscape through various themed devices. Any devices used must keep within the Norton Hero ‘Look and Feel’. All links should remain within the website unless they are footer items that link directly out to a Symantec property. Links out of the Locker are indicated as going to a Symantec website outside The Norton Heroes. Overview Introduction Key Concepts Core Principles Core Objectives Copy Web Overview
Characters NORTON™ HEROES BRAND IDENTITY GUIDELINES
NORTON™ HEROES BRAND IDENTITY GUIDELINES Characters Character Overview - Nemesis - Aurora - Swift Product Relationship Character Hierarchy Physical Representations Customised Heroes Character Overview Nemesis Real Name: Robert Callaghan (Real names will be customised per country) Profile Synopsis: A former Electronics specialist Genetically Modified by Norton HQ to give him SuperPowers. SuperPower: Ability to interact with all forms of technology and electronics. He can take control, use, adapt or fix any electronic device or technological process. SuperPower Visualisation: Hands glow yellow when power is in use. He can use this to control objects in his environment. Character Application All characters have a communications remit: Primary Comms Target: Tech Basic and Tech DIY. Campaign Messaging: Strength, Power, Intelligence. Within the Norton family of products this will generally- but not exclusively create alignment to Norton Internet Security™ and Norton Antivirus™. PRIMARY COMMS TARGET: TECH BASIC AND TECH DIY
NORTON™ HEROES BRAND IDENTITY GUIDELINES Characters Character Overview - Nemesis - Aurora - Swift Use with Backgrounds Character Hierarchy Physical Representations Customised Heroes Character Overview Aurora Real Name: Angelica Holden (Real names will be customised per country) Profile Synopsis: Angelica Holden grew up in a bad part of town but kept on the right side of the tracks. Her family is the most important thing in the world to her. SuperPower: Can produce protective force-fields. SuperPower Visualisation: Glowing Yellow force-field emanates from her hands, can vary in size and be used to contain threats and as protective shield. Character Application All characters have a communications remit: Primary Comms Target: Concerned Parents. Campaign Messaging: Protection, Family Security, All Round Security. Within the Norton family of products this will generally- but not exclusively create alignment to Norton 360™. PRIMARY COMMS TARGET: CONCERNED PARENTS
NORTON™ HEROES BRAND IDENTITY GUIDELINES Characters Character Overview - Nemesis - Aurora - Swift Use with Backgrounds Character Hierarchy Physical Representations Customised Heroes Character Overview Swift Real Name: Sam Lewis (Real names will be customised per country) Profile Synopsis: Sam was a child genius, able to programme code at an early age. He worked for the government creating War Games for the military. SuperPower: Bio Tech modifications for light weight, super speed and agility. SuperPower Visualisation: Trainers glow yellow, yellow streams of light follow him wherever he moves. Character Application All characters have a communications remit: Primary Comms Target: Gaming Community. Campaign Messaging: Speed, Optimisation, Lightness. Within the Norton family of products this will generally- but not exclusively create alignment with Norton Antivirus™ Gamer (awaiting release). PRIMARY COMMS TARGET: GAMING COMMUNITY
Characters Character Overview Use with Backgrounds Character Hierarchy Physical Representations Customised Heroes To ensure clarity in execution the background opacity should be lowered to avoid conflict with the main elements of the creative. Where possible Norton HQ (the largest building in the background) should not be obstructed. Backgrounds NORTON™ HEROES BRAND IDENTITY GUIDELINES
Characters Product Relationship Use with Backgrounds Character Hierarchy Physical Representations Customised Heroes Character Hierarchy When more than one character is used, i.e. a group pose. Nemesis should have the most standout and be the central figure. NORTON™ HEROES BRAND IDENTITY GUIDELINES
Characters Product Relationship Use with Backgrounds Character Hierarchy Physical Representations Customised Heroes Real-World manifestations of characters for PR or Experiential Must: - Retain Norton Hero ‘Look and Feel’ - Accurately represent the illustrations - Look exciting e.g. Special effects to recreate powers - Have a serious manner-without being unfriendly - Speak normally e.g. no digitised voices or over-dramatism NORTON™ HEROES BRAND IDENTITY GUIDELINES
Characters Product Relationship Use with Backgrounds Character Hierarchy Physical Representations Customised Heroes EMEA Generic: GE, CZ, PL, HU, RU, RO, GK, TK HB, SA FR, ES, PO, IT, NL UK SW, FI, NO, DK NORTON™ HEROES BRAND IDENTITY GUIDELINES Countries Nemesis Aurora Swift Standard Standard Standard Custom Custom Custom Standard Standard Standard Standard Standard Standard
NORTON™ HEROES BRAND IDENTITY GUIDELINES Norton Graphic Treatment
NORTON™ HEROES BRAND IDENTITY GUIDELINES Norton Primary Palette Symantec Yellow PANTONE 109C CMYK 0c 12m 100y 0k RGB 255r 218g 0b Norton Heroes Black PANTONE Black (95% tint) CMYK 0c 0m 0y 95k RGB 51r 49g 50b Black PANTONE Black CMYK 15c 15m 15y 100k RGB 23r 17g 18b Norton Graphic Treatment Colours Graphic Treatment Black & White Clearance Zones Technical Notes Yellow should only be used in the Norton Heroes ‘Graphic Treatment’ and with the characters as an accent. No other colours should be added to the palette.
NORTON™ HEROES BRAND IDENTITY GUIDELINES Norton Graphic Treatment Colours Graphic Treatment - for print - for web Black & White Clearance Zones Technical Notes Graphic Treatments for Print There are two versions of the ‘Graphic Treatment’ for print. There is the ‘Stacked version’, which is the primary/main ‘Graphic Treatment’ to use. There is the ‘horizontal version’, which should only be used for tighter horizontal spaces. ‘Graphic Treatment’ measurements are always taken across the full horizontal width. ‘Stacked Version’ This is the main ‘Graphic Treatment’. There is no maximum size restriction, however it must not be used any smaller than 30mm, as the strapline will become illegible. Examples of this are shown below. No Maximum size restriction Minimum Size 35mm
NORTON™ HEROES BRAND IDENTITY GUIDELINES Norton Graphic Treatment Colours Graphic Treatment - for print - for web Black & White Clearance Zones Technical Notes Graphic Treatments for Print ‘Horizontal Version’ This is the secondary ‘Graphic Treatment’. It should ONLY be used for specific size restrictions, to use space to full effect. For example, a horizontal shelf strip. There is no maximum size restriction, however it MUST NOT be used any smaller than 30mm, as the strapline will become illegible. Examples of this are shown below. No Maximum size restriction Minimum Size 35mm
NORTON™ HEROES BRAND IDENTITY GUIDELINES Norton Graphic Treatment Colours Graphic Treatment - for print - for web Black & White Clearance Zones Technical Notes Graphic Treatments for Web For web use there are three ‘Graphic Treatments’. There is a ‘Stacked’ version, a ‘Smaller Stacked’ version with a larger strapline, and a ‘Horizontal’ version. ‘Graphic Treatment’ measurements are always taken across the full horizontal width. The ‘Stacked’ ‘Graphic Treatment’ should be used with all Norton Heroes web activity. However, when it has to be reduced in size The ‘Horizontal’ version should be used for small tight horizontal spaces to maximise spaces and to optimise legibility. Neither the ‘horizontal’ or ‘smaller stacked’ versions should be used for larger web creative. For example, a Norton Heroes microsite should use the ‘Stacked’ version. ‘Stacked’ - For use with most web activity ‘Small Stacked’ - i.e. Vertical Web Banners ‘Horizontal’ - i.e. Horizontal Web Banners and legiblility is compromised, for example, web banners, buttons etc, then the following ‘Graphic Treatments’ should be used. ONLY when legilbility is compromised should these smaller ‘Graphic Treatments’ be used. The ‘Smaller Stacked’ version should be used for small spaces that are either vertical or boxed, for example vertical web banners or buttons.
NORTON™ HEROES BRAND IDENTITY GUIDELINES Norton Graphic Treatment Colours Graphic Treatment Black & White Clearance Zones Technical Notes Norton Logo for Black and White Use When producing mono print, normal print guidelines apply. The Black and White ‘Graphic Treatment’ is ONLY to be used where the 4 colour process is not available, for example in press advertising and 1 colour printing. The white logo should always appear on Norton Hero Black. White ‘Mono’ ‘Graphic Treatment’ on Norton Hero Black background
NORTON™ HEROES BRAND IDENTITY GUIDELINES Norton Graphic Treatment Colours Graphic Treatment Black & White Clearance Zones Technical Notes NH Graphic Treatment Clearance Zones The Norton Heroes ‘Graphic Treatment’ must always appear with a clearance zone around it. This ensures ease of recognition and distinction within the communication. For print and web use please ensure a minimum of half the height of the First Norton ‘N’ is used. SUPERPOWERED PROTECTION SUPERPOWERED PROTECTION SUPERPOWERED PROTECTION SUPERPOWERED PROTECTION SUPERPOWERED PROTECTION SUPERPOWERED PROTECTION SUPERPOWERED PROTECTION SUPERPOWERED PROTECTION SUPERPOWERED PROTECTION SUPERPOWERED PROTECTION SUPERPOWERED PROTECTION SUPERPOWERED PROTECTION
NORTON™ HEROES BRAND IDENTITY GUIDELINES Norton Graphic Treatment Colours Graphic Treatment Black & White Clearance Zones Technical Notes The Norton Heroes ‘Graphic Treatment’ and illustrations are files constructed in ‘Adobe Illustrator’. The illustrations and ‘Graphic Treatments’ have varying weights of lines within them. When re-sizing, care should be taken to ensure these line weights remain constant. To ensure this happens activate the ‘Scale Strokes and Effects’ checkbox. Technical Notes
Typography NORTON™ HEROES BRAND IDENTITY GUIDELINES
NORTON™ HEROES BRAND IDENTITY GUIDELINES Typography Typefaces - for Print - for Web Headline Styling Text Boxes Norton Heroes Typefaces for Print Below are two sets of fonts that should be used in all print executions. Komika Text should always be used as the main typeface. For body copy Symantec Sans Light should be used, with the option to use Regular or Bold for highlighted words. Primary Font KOMIKA TEXT ONLY CAPITALS SHOULD BE USED ABCDEFGHIJKLMNOPQRS 1234567890 Secondary Font Symantec Sans Type Family Only ‘Light’, Regular’ and ‘Bold’ should be used. abcdefghijklmnopqrstuv ABCDEFGHIJKLMNOPQR 1234567890
NORTON™ HEROES BRAND IDENTITY GUIDELINES Typography Typefaces - for Print - for Web Headline Styling Text Boxes Below are three sets of fonts that should be used in all web executions. Komika should always be used as the primary typeface. Symantec Sans Light should be used for all long body copy. If for technical reasons Symantec Sans can not be used then Arial Regular is the replacement replacement. Norton Heroes Typefaces for Web Primary Font KOMIKA TEXT ONLY CAPITALS SHOULD BE USED ABCDEFGHIJKLMNOPQRS 1234567890 Substitute Secondary Font Arial type family Only ‘Regular’ and ‘Bold’ should be used abcdefghijklmnopqrstuv ABCDEFGHIJKLMNOP 1234567890 Secondary Font Symantec Sans type family Only ‘Light ‘, Regular’ and ‘Bold’ should be used. abcdefghijklmnopqrstuv ABCDEFGHIJKLMNOPQR 1234567890
NORTON™ HEROES BRAND IDENTITY GUIDELINES Typography Typefaces Headline Styling Text Boxes Headlines should be set in ‘Komika Text’ all caps and centre aligned. Headlines should ideally be short and punchy. Where this can not be achieved divide the headline with hierarchy, The examples below demonstrate the mechanics of this technique. ‘Get Superpowered Protection’ becomes the primary messaging. Headline Styling GET SUPERPOWERED PROTECTION FOR UP TO THREE PC’S WITH NORTON 360 GET SUPERPOWERED PROTECTION FOR UP TO THREE PC’S WITH NORTON 360
NORTON™ HEROES BRAND IDENTITY GUIDELINES Typography Typefaces Headline Styling Text Boxes Headline Styling Continued Ensure the primary heading overhangs the secondary part of the message. HEADER SUB HEADER GOES HERE HEADER SUB HEADER GOES HERE
NORTON™ HEROES BRAND IDENTITY GUIDELINES Typography Typefaces Headline Styling Text Boxes Below are examples of graphic devices used to contain copy in creative. The devices should be used to hold an additional value or promotional message. The use of these graphic devices should be kept to a minimum to adhere to the Core Objectives - Simplicity, Style and Credibility. Only use Komika Text (capitals). Text Boxes - graphic elements THE QUICK BROWN FOX JUMPED OVER THE LAZY BROWN DOG. THE QUICK BROWN FOX JUMPED OVER THE LAZY BROWN DOG. THE QUICK BROWN FOX JUMPED OVER THE LAZY BROWN DOG. THE QUICK BROWN FOX JUMPED OVER...
NORTON™ HEROES BRAND IDENTITY GUIDELINES Typography Typefaces Headline Styling Text Boxes Use this containment space for keeping copy heavy creative easy to read and clutter free. The container should be white and should contain the body copy and the mandatories of the creative, including the Norton from Symantec logo. The Norton from Symantec logo should always sit in the bottom right hand corner of the creative, and follow the Norton from Symantec brand guidelines. All copy in the container should be in the Symantec Sans typeface (see typefaces in the previous section). Text Boxes - Container Norton Heroes look and feel (Main messaging) Body copy and mandatories including Norton from Symantec logo, in Norton from Symantec look and feel.
Communication Hierarchies NORTON™ HEROES BRAND IDENTITY GUIDELINES
NORTON™ HEROES BRAND IDENTITY GUIDELINES Communication Hierarchies Consumer Facing Trade Facing Norton Hero Campaign Messaging, Threat/Power/Protection/Performance. Offers/Product Messaging. In a retail environment different rules will apply. For example, FSDU’s / CDU’s / Pack Stickers etc, will need to primarily communicate an offer. For promotional messaging the speech bubble should not be used as a container for copy. Consumer Facing (including web) SECONDARY MESSAGE RELEVANT CHARACTER Consumer facing material may include: Magazine Ads, Web Banners, Retail, POS, On Pack etc. Body copy and Mandatories including Norton from Symantec logo. Primary Secondary PRIMARY MESSAGE BODY COPY, MANDATORIES AND NORTON LOGO
Communication Hierarchies NORTON™ HEROES BRAND IDENTITY GUIDELINES Consumer Facing Trade Facing Offers / Product Messaging. For promotional messaging the speech bubble should not be used as a container for copy. Trade Facing (including web) PRIMARY MESSAGE SECONDARY MESSAGE RELEVANT CHARACTER BODY COPY, MANDATORIES AND NORTON LOGO Body copy and Mandatories including Norton from Symantec logo. Primary Secondary Direct call-to-action OR NH Campaign Messaging: Threat/Power/Protection/Performance Trade facing material may include: Magazine Ads, Web Banners etc
Quick Guide NORTON™ HEROES BRAND IDENTITY GUIDELINES
NORTON™ HEROES BRAND IDENTITY GUIDELINES Quick Guide for Norton Heroes Quick Guide Quick Guide to Norton Heroes Do Keep it simple and uncluttered- Use messaging hierarchy. Do keep within the Norton Heroes style. Maintain consistency with all produced materials. Do familiarise yourself with the referenced genres (graphic novels and noir cinema). Do make it credible, keep to the look and feel at all times - no pants and capes. Do be creative with assets supplied. Do highlight Norton Heroes and Protection over threat. Do create character dialogue with Target Audience relating to Superpowered protection. Don’t create any new Hero assets or create content i.e storylines that conflict with or alter the back-stories as given in full on the website. Don’t use character dialogue for Sales /Promotion messaging i.e. ‘40% off Norton Products’- place this messaging in appropriate container. Don’t apply the characters outside their communications remit. Don’t make the creative any darker. The Norton Heroes EMEA campaign is inherently ‘edgy’. The reputation of the Norton Brand is a primary consideration. Don’t use assets other than those supplied. All Norton Heroes assets are original, legally cleared copyrighted material. Any new asset requests are subject to local agency contracts and legal review - contact the EMEA programmes marketing team.
NORTON™ HEROES BRAND IDENTITY GUIDELINES These Trademark Usage Guidelines (the “Guidelines”) set forth the rules for using or referring to the trademarks and service owned by Symantec Corporation or its affiliates (“Symantec”). For the purposes of these Guidelines, “Symantec Trademark(s)” shall include all registered or unregistered trademarks and service marks (such as words, names, symbols, devices, slogans, or combination of these) owned by Symantec, including but not limited to the trademarks and service marks listed on the Symantec Trademark List. Symantec considers its trademarks and service marks to be among its most valuable intellectual property assets. As such, Symantec intends to take all appropriate measures to preserve the strength of and retain its exclusive rights to use its marks. Symantec asks that you assist us by following these Guidelines. If you have any questions about the Guidelines, please direct them to trademarks @symantec.com. Prohibited Uses Of Symantec Trademarks Do Not Use Symantec Trademarks As The Name Of Your Company, Products, Or Services, Or As A Domain Name. You may not use or register in any jurisdiction, whether foreign or domestic, any Symantec Trademark as all or part of your company, product, or service name in a manner that is likely to create confusion as to Symantec’s sponsorship, affiliation or endorsement of your company, product, or service, or that may dilute the Symantec Trademark. Similarly, you may not use or register in any jurisdiction, whether foreign or domestic, a domain name that incorporates any Symantec Trademark in bad faith or in a manner that is likely to create confusion as to Symantec’s sponsorship, affiliation or endorsement of your company, product, or service. Do Not Use Symantec Logos Without Permission. You may not use any Symantec logo unless you have an agreement with or express written consent from Symantec authorizing such use. Do Not Use Symantec Trademarks In False Or Misleading Advertising. Advertising for Symantec or its products or services offered under the Symantec Trademarks must not be false or misleading in any way and must not be in violation of any applicable law, municipal ordinance, or administrative agency regulation of any country. Do Not Use Symantec Trademarks In Objectionable Material. You may not use Symantec Trademarks on or in connection with any defamatory, scandalous, pornographic, or other objectionable materials of any sort. Do Not Use Symantec Trademarks To Disparage Symantec. You may not use Symantec Trademarks to disparage Symantec, its products or services, or in a manner that, in Symantec’s reasonable judgment, may diminish or otherwise damage the reputation of Symantec or the goodwill in the Symantec Trademarks. Permissible Uses Of Symantec Trademarks Use Symantec Trademarks To Refer To Symantec’s Products Or Services. With the exception of Symantec logos (the use of which must be expressly authorized by Symantec), you generally may use Symantec Trademarks to refer to Symantec’s products or services in advertising, promotional, and sales materials, assuming that you have the necessary authority to sell or promote Symantec’s products or services, e.g. authorized reseller, licensee, etc. Use Symantec Trademarks To Indicate A Relationship To Symantec Products. You may indicate the relationship of your products and services to Symantec’s products or services by using an accurate referential phrase in connection with your product or service, for example, “for use with Symantec? software” or “compat-ible with Symantec? software” provided that: (a) the Symantec Trademark appears less prominent than the product or service name; (b) the Symantec Trademark is not a part of or incorporated in your product or service name; and (c) the referential phrase is accurate and complies with the requirements set forth in any license agreement with Symantec. Rules For Proper Usage Of Symantec Trademarks Proper usage of Symantec Trademarks is important for their continued protection. Proper usage aids consumers who depend upon Symantec’s goods and services and helps prevent Symantec Trademarks from losing their distinctiveness and becoming generic. Licensees of Symantec Trademarks may have different rules of usage set forth in their license agreement, in which case Licensees should follow those guidelines. Set Symantec Trademarks Apart From Surrounding Text. When a Symantec Trademark is used in a non-stylized form, such as in the body text of an advertisement, it should be set apart and distinguished from the other words in the text. In order to do this, the Symantec Trademark may be rendered in boldface type, italics, capital letters, underscored, or set in quotation marks. Examples: A variety of resellers and distributors sell Norton™ software. A variety of resellers and distributors sell norton software. A variety of resellers and distributors sell Backup Exec™ software. A variety of resellers and distributors sell backup exec software. Use Symantec Trademarks As Adjectives. Trademarks are adjectives and should be followed by the generic term they modify, such as “software” or “product.” Never use a trademark as a noun, a verb, or in the possessive form. Symantec Trademark Usage Guidelines
NORTON™ HEROES BRAND IDENTITY GUIDELINES Examples: Norton Ghost™ software provides advanced backup and recovery for your PC. Backup Exec™ software delivers the latest backup and restore technology. Norton Ghost™ provides advanced backup and recovery for your PC. Backup Exec™ your computer with the latest backup and restore technology. Backup Exec’s™ latest backup and restore technology... Do Not Abbreviate Or Alter The Spelling Of Symantec Trademarks. You should not vary the appearance of Symantec Trademarks by abbreviating them, incorporating them into acronyms, changing their spelling, or using improper capitalization. The Symantec Trademark List provides the proper spelling and capitalization for each trademark. Examples: Norton AntiVirus Symantec Endpoint Protection pcAnywhere NetBackup LiveUpdate Backup Exec NAV SEP PCAnywhere Netbackup or NBU Live update Backup Exec Use The Proper Trademark Symbol. A Symantec Trademark should appear with the proper trademark symbol, which can be found on the Symantec Trademark List. In written materials, the appropriate symbol must be used with the first or most prominent appearance of the Symantec Trademark in headlines and the first time the Symantec Trademark appears in body text. This appropriate symbol also should be used on each subsequent page if the topic is different or if the pages can be separated and distributed independently. If the materials, product packaging, or web page includes a properly licensed Symantec logo, which already includes the appropriate trademark symbol, it is not necessary to include a trademark symbol after the word “Symantec” in the text in that material, product packaging, or web page. Use The Proper Trademark Attribution Statement. All marketing collateral, advertisements, product packaging, web pages, manuals, and studies that include Symantec Trademarks also must include the proper trademark attribution statement crediting ownership of the Symantec Trademarks to Symantec Corporation. Typically, the attribution statement is displayed at the end of the material, in the footer of the document, or on the back of the package. The correct trademark attribution statement is: Symantec, the Symantec Logo [if applicable] [and any other trademark found on the Symantec Trademarks List that are referred to or displayed in the document] [is/are] trademark[s] or registered trademark[s] of Symantec Corporation or its affiliates in the U.S. and other countries. Other names may be trademarks of their respective owners. Examples: In materials displaying a Symantec logo and referring to the Altiris™ Client Management Suite, Norton™AntiVirus, Symantec™ Endpoint Protection, and Veritas Netbackup™ products, the correct trademark attribution statement is: Symantec, the Symantec Logo, Altiris NetBackup, Norton, and Veritas are trademarks or registered trademarks of Symantec Corporation or its affiliates in the U.S. and other countries. Other names may be trademarks of their respective owners. In materials referring to the Altiris™ Client Management Suite, Nortont™ AntiVirus, Symantec™ Endpoint Protection, and Veritas NetBackup™ products, but not displaying a Symantec logo, the correct attribution statement is: Symantec, Altiris, NetBackup, Norton, and Veritas are trademarks or registered trademarks of Symantec Corporation or its affiliates in the U.S. and other countries. Other names may be trademarks of their respective owners. Usage Rules For Symantec As A Trade Name “Symantec” functions not only as a trademark mark and service mark identifying goods and services offered by Symantec Corporation, but also as a trade name or company name referring to Symantec Corporation. Trade names are nouns and, therefore, should not be followed by a generic descriptor and may be used in the possessive form. When used as a trade name, “Symantec” should not be followed by a trademark symbol. Within documents, the first reference to the trade or company name should be “Symantec Corporation.” “Symantec” can be used or subsequent references. Usage Rules for Symantec Logos You may not use any Symantec logo unless you have an agreement with or express written consent from Symantec authorizing such use. In the event that you are authorized to use a Symantec logo, the use must comply with these additional guidelines (or the usage guidelines set forth in your license agreement, if those guidelines differ). Use Only The Approved Master Artwork. The Symantec logos are single, standalone pieces of artwork. When reproducing the logos, use only the master artwork provided by Symantec. Do not alter or Symantec Trademark Usage Guidelines
NORTON™ HEROES BRAND IDENTITY GUIDELINES Symantec Trademark Usage Guidelines distort the appearance of the logo in anyway, for example, by adding your own design elements or colors or changing the font. The logo must always look sharp, clean, and well produced. Always allow for a minimum clear space around the Symantec logo. Never violate the clear space with any graphic elements, words or charts. Maintain Legibility. Never reproduce the logo in a manner that causes the logo to become illegible or blurry, which may happen if the logo is reproduced too small. Do Not Use Symantec Logos As A Decorative Device. Do not use any Symantec logos for purely decorative purposes in any marketing collateral, packaging, or web site without the express written permission of Symantec. Misuse Of Symantec Trademarks By Others If you learn of any uses of any trademarks that are confusingly similar to the Symantec Trademarks, please notify Symantec by sending an e-mail to trademarks@symantec.com. Similarly, if you become aware of any use of a Symantec Trademark that violates any of the rules described above, including failure to identify Symantec Trademarks as belonging to Symantec Corporation, please notify us at trademarks@symantec.com. If possible, please provide a copy of the article or other medium in which the trademark violation appeared.

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Norton guidelines

  • 1. Norton™ Heroes Style Guidelines Copyright © 2008 Symantec Corporation. All rights reserved. Symantec, the Symantec Logo, Norton, Norton AntiVirus, Norton Internet Security and Norton 360 are trademarks or registered trademarks of Symantec Corporation or its affiliates in the U.S and other countries. Other names may be trademarks of their respective owners.
  • 2. NORTON™ HEROES BRAND IDENTITY GUIDELINES Contents Overview Introduction Characters Graphic Treatment Typography Communication Hierarchies Quick Guide
  • 3. NORTON™ HEROES BRAND IDENTITY GUIDELINES Overview Introduction Welcome to the Norton™ Heroes: a new EMEA campaign that embodies a fresh approach by Norton from Symantec to reaching important market segments. Campaign Objectives Develop an overarching campaign idea that can work across Tech Basic, Tech DIY and Concerned Parent audiences to: - Increase the low emotional connection consumers have with Security Software - Continue to build differentiation of Norton Brand - Support the premium position of Norton Brand - Associate creative with performance benefits of Norton products. Strategy - Build a frame of reference for Security Software with which the target audience can identify and connect - Develop a creative approach that allows flexibility in messaging and targeting, and can span communication channels – Tech Basic, Tech DIY and Concerned Parents - Seed campaign through all Norton traditional and new channels Creative Approach - Use Heroes to represent power of Norton Products - Place Norton™ Heroes in an environment where they can: - Demonstrate Product benefits - Provide education - Align Norton™ Heroes with Modern Graphic Novel style to: - Gain credibility with Tech Basic and Tech DIY audience - Emphasise performance of Norton Products Communications objectives by audience For Concerned Parents it must: - Define Norton as Ultimate in Security software - Drive large scale awareness of Norton Brand. - Stimulate a sense of urgency towards PC protection For Tech DIY and Tech Basic it must: - Speak their language and be credible. - Address competition Introduction Key Concepts Core Principles Core Objectives Copy Web Overview
  • 4. NORTON™ HEROES BRAND IDENTITY GUIDELINES Overview Introduction Key Concepts Core Principles Core Objectives Copy Web Overview Key Concepts Netropolis The Norton Heroes live and operate in a city called Netropolis which is a metaphor for the internet. Norton HQ Norton HQ is a Skyscraper in Netropolis. A base for the Norton Heroes and represents a beacon of security which reaches out across the internet.
  • 5. NORTON™ HEROES BRAND IDENTITY GUIDELINES Core Principles The Norton™ Heroes campaign references the look, feel and tone of the modern form of Graphic Novel and correlating cinema. The Norton Heroes themselves stand for the exciting level of increased performance across the Norton 2009 product range. Overview Introduction Key Concepts Core Principles Core Objectives Copy Web Overview
  • 6. NORTON™ HEROES BRAND IDENTITY GUIDELINES Overview Introduction Key Concepts Core Principles Core Objectives Copy Web Overview Core Objectives When constructing any form of communication always refer to these core objectives: Simplicity, Style and Credibility. Simplicity Simplicity is ensuring all communications are clear, uncluttered and make use of messaging hierarchy. Style Style is executing communication within the look, feel and tone of the referenced genres. Credibility Credibility is ensuring that the communication reaches the high standards dictated by the style. If a communication fails to meet any one of these core objectives it is in breach of the brand guidelines and must be reconsidered.
  • 7. NORTON™ HEROES BRAND IDENTITY GUIDELINES Copy Tone and content should always achieve the Core Objectives of: Simplicity, Style and Credibility. Where possible use a style that reflects the Graphic Novel genre i.e. serious and hard hitting (this must be applied judiciously - with the reputation of the Norton brand as the foremost consideration). Avoid: ‘Cereal Packet Style’ “Nemesis recommends Norton Internet Security” Hey Kids! Stay safe on the internet” Always refer to ‘The Norton Heroes’ never ‘Heroes’ or ‘The Heroes’. Also never refer to The Norton Heroes as ‘Superheroes’. Overview Introduction Key Concepts Core Principles Core Objectives Copy Web Overview
  • 8. NORTON™ HEROES BRAND IDENTITY GUIDELINES Web Overview The rooms in the HQ represent the Information Architecture and follow an information hierarchy. The Briefing Room Here the Norton Heroes access information on the cyber crime around Netropolis. Currently, the map is the only information zone in this room. Users can interact with this map. Middle Rooms These are living spaces for the Norton Heroes. They are the navigation to a Norton Hero profile. The empty rooms are available for future additions of Norton Heroes. These can be locked/unlocked as required using the term ‘Agent in Training’ to show an upcoming character. The Locker Houses the latest real-world online threats and current Symantec product offers (free trials, promotions, etc). Cityscape This area is patrolled by the Norton Heroes and their technology. Real world competitions, games and similar content can exist in the cityscape through various themed devices. Any devices used must keep within the Norton Hero ‘Look and Feel’. All links should remain within the website unless they are footer items that link directly out to a Symantec property. Links out of the Locker are indicated as going to a Symantec website outside The Norton Heroes. Overview Introduction Key Concepts Core Principles Core Objectives Copy Web Overview
  • 9. Characters NORTON™ HEROES BRAND IDENTITY GUIDELINES
  • 10. NORTON™ HEROES BRAND IDENTITY GUIDELINES Characters Character Overview - Nemesis - Aurora - Swift Product Relationship Character Hierarchy Physical Representations Customised Heroes Character Overview Nemesis Real Name: Robert Callaghan (Real names will be customised per country) Profile Synopsis: A former Electronics specialist Genetically Modified by Norton HQ to give him SuperPowers. SuperPower: Ability to interact with all forms of technology and electronics. He can take control, use, adapt or fix any electronic device or technological process. SuperPower Visualisation: Hands glow yellow when power is in use. He can use this to control objects in his environment. Character Application All characters have a communications remit: Primary Comms Target: Tech Basic and Tech DIY. Campaign Messaging: Strength, Power, Intelligence. Within the Norton family of products this will generally- but not exclusively create alignment to Norton Internet Security™ and Norton Antivirus™. PRIMARY COMMS TARGET: TECH BASIC AND TECH DIY
  • 11. NORTON™ HEROES BRAND IDENTITY GUIDELINES Characters Character Overview - Nemesis - Aurora - Swift Use with Backgrounds Character Hierarchy Physical Representations Customised Heroes Character Overview Aurora Real Name: Angelica Holden (Real names will be customised per country) Profile Synopsis: Angelica Holden grew up in a bad part of town but kept on the right side of the tracks. Her family is the most important thing in the world to her. SuperPower: Can produce protective force-fields. SuperPower Visualisation: Glowing Yellow force-field emanates from her hands, can vary in size and be used to contain threats and as protective shield. Character Application All characters have a communications remit: Primary Comms Target: Concerned Parents. Campaign Messaging: Protection, Family Security, All Round Security. Within the Norton family of products this will generally- but not exclusively create alignment to Norton 360™. PRIMARY COMMS TARGET: CONCERNED PARENTS
  • 12. NORTON™ HEROES BRAND IDENTITY GUIDELINES Characters Character Overview - Nemesis - Aurora - Swift Use with Backgrounds Character Hierarchy Physical Representations Customised Heroes Character Overview Swift Real Name: Sam Lewis (Real names will be customised per country) Profile Synopsis: Sam was a child genius, able to programme code at an early age. He worked for the government creating War Games for the military. SuperPower: Bio Tech modifications for light weight, super speed and agility. SuperPower Visualisation: Trainers glow yellow, yellow streams of light follow him wherever he moves. Character Application All characters have a communications remit: Primary Comms Target: Gaming Community. Campaign Messaging: Speed, Optimisation, Lightness. Within the Norton family of products this will generally- but not exclusively create alignment with Norton Antivirus™ Gamer (awaiting release). PRIMARY COMMS TARGET: GAMING COMMUNITY
  • 13. Characters Character Overview Use with Backgrounds Character Hierarchy Physical Representations Customised Heroes To ensure clarity in execution the background opacity should be lowered to avoid conflict with the main elements of the creative. Where possible Norton HQ (the largest building in the background) should not be obstructed. Backgrounds NORTON™ HEROES BRAND IDENTITY GUIDELINES
  • 14. Characters Product Relationship Use with Backgrounds Character Hierarchy Physical Representations Customised Heroes Character Hierarchy When more than one character is used, i.e. a group pose. Nemesis should have the most standout and be the central figure. NORTON™ HEROES BRAND IDENTITY GUIDELINES
  • 15. Characters Product Relationship Use with Backgrounds Character Hierarchy Physical Representations Customised Heroes Real-World manifestations of characters for PR or Experiential Must: - Retain Norton Hero ‘Look and Feel’ - Accurately represent the illustrations - Look exciting e.g. Special effects to recreate powers - Have a serious manner-without being unfriendly - Speak normally e.g. no digitised voices or over-dramatism NORTON™ HEROES BRAND IDENTITY GUIDELINES
  • 16. Characters Product Relationship Use with Backgrounds Character Hierarchy Physical Representations Customised Heroes EMEA Generic: GE, CZ, PL, HU, RU, RO, GK, TK HB, SA FR, ES, PO, IT, NL UK SW, FI, NO, DK NORTON™ HEROES BRAND IDENTITY GUIDELINES Countries Nemesis Aurora Swift Standard Standard Standard Custom Custom Custom Standard Standard Standard Standard Standard Standard
  • 17. NORTON™ HEROES BRAND IDENTITY GUIDELINES Norton Graphic Treatment
  • 18. NORTON™ HEROES BRAND IDENTITY GUIDELINES Norton Primary Palette Symantec Yellow PANTONE 109C CMYK 0c 12m 100y 0k RGB 255r 218g 0b Norton Heroes Black PANTONE Black (95% tint) CMYK 0c 0m 0y 95k RGB 51r 49g 50b Black PANTONE Black CMYK 15c 15m 15y 100k RGB 23r 17g 18b Norton Graphic Treatment Colours Graphic Treatment Black & White Clearance Zones Technical Notes Yellow should only be used in the Norton Heroes ‘Graphic Treatment’ and with the characters as an accent. No other colours should be added to the palette.
  • 19. NORTON™ HEROES BRAND IDENTITY GUIDELINES Norton Graphic Treatment Colours Graphic Treatment - for print - for web Black & White Clearance Zones Technical Notes Graphic Treatments for Print There are two versions of the ‘Graphic Treatment’ for print. There is the ‘Stacked version’, which is the primary/main ‘Graphic Treatment’ to use. There is the ‘horizontal version’, which should only be used for tighter horizontal spaces. ‘Graphic Treatment’ measurements are always taken across the full horizontal width. ‘Stacked Version’ This is the main ‘Graphic Treatment’. There is no maximum size restriction, however it must not be used any smaller than 30mm, as the strapline will become illegible. Examples of this are shown below. No Maximum size restriction Minimum Size 35mm
  • 20. NORTON™ HEROES BRAND IDENTITY GUIDELINES Norton Graphic Treatment Colours Graphic Treatment - for print - for web Black & White Clearance Zones Technical Notes Graphic Treatments for Print ‘Horizontal Version’ This is the secondary ‘Graphic Treatment’. It should ONLY be used for specific size restrictions, to use space to full effect. For example, a horizontal shelf strip. There is no maximum size restriction, however it MUST NOT be used any smaller than 30mm, as the strapline will become illegible. Examples of this are shown below. No Maximum size restriction Minimum Size 35mm
  • 21. NORTON™ HEROES BRAND IDENTITY GUIDELINES Norton Graphic Treatment Colours Graphic Treatment - for print - for web Black & White Clearance Zones Technical Notes Graphic Treatments for Web For web use there are three ‘Graphic Treatments’. There is a ‘Stacked’ version, a ‘Smaller Stacked’ version with a larger strapline, and a ‘Horizontal’ version. ‘Graphic Treatment’ measurements are always taken across the full horizontal width. The ‘Stacked’ ‘Graphic Treatment’ should be used with all Norton Heroes web activity. However, when it has to be reduced in size The ‘Horizontal’ version should be used for small tight horizontal spaces to maximise spaces and to optimise legibility. Neither the ‘horizontal’ or ‘smaller stacked’ versions should be used for larger web creative. For example, a Norton Heroes microsite should use the ‘Stacked’ version. ‘Stacked’ - For use with most web activity ‘Small Stacked’ - i.e. Vertical Web Banners ‘Horizontal’ - i.e. Horizontal Web Banners and legiblility is compromised, for example, web banners, buttons etc, then the following ‘Graphic Treatments’ should be used. ONLY when legilbility is compromised should these smaller ‘Graphic Treatments’ be used. The ‘Smaller Stacked’ version should be used for small spaces that are either vertical or boxed, for example vertical web banners or buttons.
  • 22. NORTON™ HEROES BRAND IDENTITY GUIDELINES Norton Graphic Treatment Colours Graphic Treatment Black & White Clearance Zones Technical Notes Norton Logo for Black and White Use When producing mono print, normal print guidelines apply. The Black and White ‘Graphic Treatment’ is ONLY to be used where the 4 colour process is not available, for example in press advertising and 1 colour printing. The white logo should always appear on Norton Hero Black. White ‘Mono’ ‘Graphic Treatment’ on Norton Hero Black background
  • 23. NORTON™ HEROES BRAND IDENTITY GUIDELINES Norton Graphic Treatment Colours Graphic Treatment Black & White Clearance Zones Technical Notes NH Graphic Treatment Clearance Zones The Norton Heroes ‘Graphic Treatment’ must always appear with a clearance zone around it. This ensures ease of recognition and distinction within the communication. For print and web use please ensure a minimum of half the height of the First Norton ‘N’ is used. SUPERPOWERED PROTECTION SUPERPOWERED PROTECTION SUPERPOWERED PROTECTION SUPERPOWERED PROTECTION SUPERPOWERED PROTECTION SUPERPOWERED PROTECTION SUPERPOWERED PROTECTION SUPERPOWERED PROTECTION SUPERPOWERED PROTECTION SUPERPOWERED PROTECTION SUPERPOWERED PROTECTION SUPERPOWERED PROTECTION
  • 24. NORTON™ HEROES BRAND IDENTITY GUIDELINES Norton Graphic Treatment Colours Graphic Treatment Black & White Clearance Zones Technical Notes The Norton Heroes ‘Graphic Treatment’ and illustrations are files constructed in ‘Adobe Illustrator’. The illustrations and ‘Graphic Treatments’ have varying weights of lines within them. When re-sizing, care should be taken to ensure these line weights remain constant. To ensure this happens activate the ‘Scale Strokes and Effects’ checkbox. Technical Notes
  • 25. Typography NORTON™ HEROES BRAND IDENTITY GUIDELINES
  • 26. NORTON™ HEROES BRAND IDENTITY GUIDELINES Typography Typefaces - for Print - for Web Headline Styling Text Boxes Norton Heroes Typefaces for Print Below are two sets of fonts that should be used in all print executions. Komika Text should always be used as the main typeface. For body copy Symantec Sans Light should be used, with the option to use Regular or Bold for highlighted words. Primary Font KOMIKA TEXT ONLY CAPITALS SHOULD BE USED ABCDEFGHIJKLMNOPQRS 1234567890 Secondary Font Symantec Sans Type Family Only ‘Light’, Regular’ and ‘Bold’ should be used. abcdefghijklmnopqrstuv ABCDEFGHIJKLMNOPQR 1234567890
  • 27. NORTON™ HEROES BRAND IDENTITY GUIDELINES Typography Typefaces - for Print - for Web Headline Styling Text Boxes Below are three sets of fonts that should be used in all web executions. Komika should always be used as the primary typeface. Symantec Sans Light should be used for all long body copy. If for technical reasons Symantec Sans can not be used then Arial Regular is the replacement replacement. Norton Heroes Typefaces for Web Primary Font KOMIKA TEXT ONLY CAPITALS SHOULD BE USED ABCDEFGHIJKLMNOPQRS 1234567890 Substitute Secondary Font Arial type family Only ‘Regular’ and ‘Bold’ should be used abcdefghijklmnopqrstuv ABCDEFGHIJKLMNOP 1234567890 Secondary Font Symantec Sans type family Only ‘Light ‘, Regular’ and ‘Bold’ should be used. abcdefghijklmnopqrstuv ABCDEFGHIJKLMNOPQR 1234567890
  • 28. NORTON™ HEROES BRAND IDENTITY GUIDELINES Typography Typefaces Headline Styling Text Boxes Headlines should be set in ‘Komika Text’ all caps and centre aligned. Headlines should ideally be short and punchy. Where this can not be achieved divide the headline with hierarchy, The examples below demonstrate the mechanics of this technique. ‘Get Superpowered Protection’ becomes the primary messaging. Headline Styling GET SUPERPOWERED PROTECTION FOR UP TO THREE PC’S WITH NORTON 360 GET SUPERPOWERED PROTECTION FOR UP TO THREE PC’S WITH NORTON 360
  • 29. NORTON™ HEROES BRAND IDENTITY GUIDELINES Typography Typefaces Headline Styling Text Boxes Headline Styling Continued Ensure the primary heading overhangs the secondary part of the message. HEADER SUB HEADER GOES HERE HEADER SUB HEADER GOES HERE
  • 30. NORTON™ HEROES BRAND IDENTITY GUIDELINES Typography Typefaces Headline Styling Text Boxes Below are examples of graphic devices used to contain copy in creative. The devices should be used to hold an additional value or promotional message. The use of these graphic devices should be kept to a minimum to adhere to the Core Objectives - Simplicity, Style and Credibility. Only use Komika Text (capitals). Text Boxes - graphic elements THE QUICK BROWN FOX JUMPED OVER THE LAZY BROWN DOG. THE QUICK BROWN FOX JUMPED OVER THE LAZY BROWN DOG. THE QUICK BROWN FOX JUMPED OVER THE LAZY BROWN DOG. THE QUICK BROWN FOX JUMPED OVER...
  • 31. NORTON™ HEROES BRAND IDENTITY GUIDELINES Typography Typefaces Headline Styling Text Boxes Use this containment space for keeping copy heavy creative easy to read and clutter free. The container should be white and should contain the body copy and the mandatories of the creative, including the Norton from Symantec logo. The Norton from Symantec logo should always sit in the bottom right hand corner of the creative, and follow the Norton from Symantec brand guidelines. All copy in the container should be in the Symantec Sans typeface (see typefaces in the previous section). Text Boxes - Container Norton Heroes look and feel (Main messaging) Body copy and mandatories including Norton from Symantec logo, in Norton from Symantec look and feel.
  • 32. Communication Hierarchies NORTON™ HEROES BRAND IDENTITY GUIDELINES
  • 33. NORTON™ HEROES BRAND IDENTITY GUIDELINES Communication Hierarchies Consumer Facing Trade Facing Norton Hero Campaign Messaging, Threat/Power/Protection/Performance. Offers/Product Messaging. In a retail environment different rules will apply. For example, FSDU’s / CDU’s / Pack Stickers etc, will need to primarily communicate an offer. For promotional messaging the speech bubble should not be used as a container for copy. Consumer Facing (including web) SECONDARY MESSAGE RELEVANT CHARACTER Consumer facing material may include: Magazine Ads, Web Banners, Retail, POS, On Pack etc. Body copy and Mandatories including Norton from Symantec logo. Primary Secondary PRIMARY MESSAGE BODY COPY, MANDATORIES AND NORTON LOGO
  • 34. Communication Hierarchies NORTON™ HEROES BRAND IDENTITY GUIDELINES Consumer Facing Trade Facing Offers / Product Messaging. For promotional messaging the speech bubble should not be used as a container for copy. Trade Facing (including web) PRIMARY MESSAGE SECONDARY MESSAGE RELEVANT CHARACTER BODY COPY, MANDATORIES AND NORTON LOGO Body copy and Mandatories including Norton from Symantec logo. Primary Secondary Direct call-to-action OR NH Campaign Messaging: Threat/Power/Protection/Performance Trade facing material may include: Magazine Ads, Web Banners etc
  • 35. Quick Guide NORTON™ HEROES BRAND IDENTITY GUIDELINES
  • 36. NORTON™ HEROES BRAND IDENTITY GUIDELINES Quick Guide for Norton Heroes Quick Guide Quick Guide to Norton Heroes Do Keep it simple and uncluttered- Use messaging hierarchy. Do keep within the Norton Heroes style. Maintain consistency with all produced materials. Do familiarise yourself with the referenced genres (graphic novels and noir cinema). Do make it credible, keep to the look and feel at all times - no pants and capes. Do be creative with assets supplied. Do highlight Norton Heroes and Protection over threat. Do create character dialogue with Target Audience relating to Superpowered protection. Don’t create any new Hero assets or create content i.e storylines that conflict with or alter the back-stories as given in full on the website. Don’t use character dialogue for Sales /Promotion messaging i.e. ‘40% off Norton Products’- place this messaging in appropriate container. Don’t apply the characters outside their communications remit. Don’t make the creative any darker. The Norton Heroes EMEA campaign is inherently ‘edgy’. The reputation of the Norton Brand is a primary consideration. Don’t use assets other than those supplied. All Norton Heroes assets are original, legally cleared copyrighted material. Any new asset requests are subject to local agency contracts and legal review - contact the EMEA programmes marketing team.
  • 37. NORTON™ HEROES BRAND IDENTITY GUIDELINES These Trademark Usage Guidelines (the “Guidelines”) set forth the rules for using or referring to the trademarks and service owned by Symantec Corporation or its affiliates (“Symantec”). For the purposes of these Guidelines, “Symantec Trademark(s)” shall include all registered or unregistered trademarks and service marks (such as words, names, symbols, devices, slogans, or combination of these) owned by Symantec, including but not limited to the trademarks and service marks listed on the Symantec Trademark List. Symantec considers its trademarks and service marks to be among its most valuable intellectual property assets. As such, Symantec intends to take all appropriate measures to preserve the strength of and retain its exclusive rights to use its marks. Symantec asks that you assist us by following these Guidelines. If you have any questions about the Guidelines, please direct them to trademarks @symantec.com. Prohibited Uses Of Symantec Trademarks Do Not Use Symantec Trademarks As The Name Of Your Company, Products, Or Services, Or As A Domain Name. You may not use or register in any jurisdiction, whether foreign or domestic, any Symantec Trademark as all or part of your company, product, or service name in a manner that is likely to create confusion as to Symantec’s sponsorship, affiliation or endorsement of your company, product, or service, or that may dilute the Symantec Trademark. Similarly, you may not use or register in any jurisdiction, whether foreign or domestic, a domain name that incorporates any Symantec Trademark in bad faith or in a manner that is likely to create confusion as to Symantec’s sponsorship, affiliation or endorsement of your company, product, or service. Do Not Use Symantec Logos Without Permission. You may not use any Symantec logo unless you have an agreement with or express written consent from Symantec authorizing such use. Do Not Use Symantec Trademarks In False Or Misleading Advertising. Advertising for Symantec or its products or services offered under the Symantec Trademarks must not be false or misleading in any way and must not be in violation of any applicable law, municipal ordinance, or administrative agency regulation of any country. Do Not Use Symantec Trademarks In Objectionable Material. You may not use Symantec Trademarks on or in connection with any defamatory, scandalous, pornographic, or other objectionable materials of any sort. Do Not Use Symantec Trademarks To Disparage Symantec. You may not use Symantec Trademarks to disparage Symantec, its products or services, or in a manner that, in Symantec’s reasonable judgment, may diminish or otherwise damage the reputation of Symantec or the goodwill in the Symantec Trademarks. Permissible Uses Of Symantec Trademarks Use Symantec Trademarks To Refer To Symantec’s Products Or Services. With the exception of Symantec logos (the use of which must be expressly authorized by Symantec), you generally may use Symantec Trademarks to refer to Symantec’s products or services in advertising, promotional, and sales materials, assuming that you have the necessary authority to sell or promote Symantec’s products or services, e.g. authorized reseller, licensee, etc. Use Symantec Trademarks To Indicate A Relationship To Symantec Products. You may indicate the relationship of your products and services to Symantec’s products or services by using an accurate referential phrase in connection with your product or service, for example, “for use with Symantec? software” or “compat-ible with Symantec? software” provided that: (a) the Symantec Trademark appears less prominent than the product or service name; (b) the Symantec Trademark is not a part of or incorporated in your product or service name; and (c) the referential phrase is accurate and complies with the requirements set forth in any license agreement with Symantec. Rules For Proper Usage Of Symantec Trademarks Proper usage of Symantec Trademarks is important for their continued protection. Proper usage aids consumers who depend upon Symantec’s goods and services and helps prevent Symantec Trademarks from losing their distinctiveness and becoming generic. Licensees of Symantec Trademarks may have different rules of usage set forth in their license agreement, in which case Licensees should follow those guidelines. Set Symantec Trademarks Apart From Surrounding Text. When a Symantec Trademark is used in a non-stylized form, such as in the body text of an advertisement, it should be set apart and distinguished from the other words in the text. In order to do this, the Symantec Trademark may be rendered in boldface type, italics, capital letters, underscored, or set in quotation marks. Examples: A variety of resellers and distributors sell Norton™ software. A variety of resellers and distributors sell norton software. A variety of resellers and distributors sell Backup Exec™ software. A variety of resellers and distributors sell backup exec software. Use Symantec Trademarks As Adjectives. Trademarks are adjectives and should be followed by the generic term they modify, such as “software” or “product.” Never use a trademark as a noun, a verb, or in the possessive form. Symantec Trademark Usage Guidelines
  • 38. NORTON™ HEROES BRAND IDENTITY GUIDELINES Examples: Norton Ghost™ software provides advanced backup and recovery for your PC. Backup Exec™ software delivers the latest backup and restore technology. Norton Ghost™ provides advanced backup and recovery for your PC. Backup Exec™ your computer with the latest backup and restore technology. Backup Exec’s™ latest backup and restore technology... Do Not Abbreviate Or Alter The Spelling Of Symantec Trademarks. You should not vary the appearance of Symantec Trademarks by abbreviating them, incorporating them into acronyms, changing their spelling, or using improper capitalization. The Symantec Trademark List provides the proper spelling and capitalization for each trademark. Examples: Norton AntiVirus Symantec Endpoint Protection pcAnywhere NetBackup LiveUpdate Backup Exec NAV SEP PCAnywhere Netbackup or NBU Live update Backup Exec Use The Proper Trademark Symbol. A Symantec Trademark should appear with the proper trademark symbol, which can be found on the Symantec Trademark List. In written materials, the appropriate symbol must be used with the first or most prominent appearance of the Symantec Trademark in headlines and the first time the Symantec Trademark appears in body text. This appropriate symbol also should be used on each subsequent page if the topic is different or if the pages can be separated and distributed independently. If the materials, product packaging, or web page includes a properly licensed Symantec logo, which already includes the appropriate trademark symbol, it is not necessary to include a trademark symbol after the word “Symantec” in the text in that material, product packaging, or web page. Use The Proper Trademark Attribution Statement. All marketing collateral, advertisements, product packaging, web pages, manuals, and studies that include Symantec Trademarks also must include the proper trademark attribution statement crediting ownership of the Symantec Trademarks to Symantec Corporation. Typically, the attribution statement is displayed at the end of the material, in the footer of the document, or on the back of the package. The correct trademark attribution statement is: Symantec, the Symantec Logo [if applicable] [and any other trademark found on the Symantec Trademarks List that are referred to or displayed in the document] [is/are] trademark[s] or registered trademark[s] of Symantec Corporation or its affiliates in the U.S. and other countries. Other names may be trademarks of their respective owners. Examples: In materials displaying a Symantec logo and referring to the Altiris™ Client Management Suite, Norton™AntiVirus, Symantec™ Endpoint Protection, and Veritas Netbackup™ products, the correct trademark attribution statement is: Symantec, the Symantec Logo, Altiris NetBackup, Norton, and Veritas are trademarks or registered trademarks of Symantec Corporation or its affiliates in the U.S. and other countries. Other names may be trademarks of their respective owners. In materials referring to the Altiris™ Client Management Suite, Nortont™ AntiVirus, Symantec™ Endpoint Protection, and Veritas NetBackup™ products, but not displaying a Symantec logo, the correct attribution statement is: Symantec, Altiris, NetBackup, Norton, and Veritas are trademarks or registered trademarks of Symantec Corporation or its affiliates in the U.S. and other countries. Other names may be trademarks of their respective owners. Usage Rules For Symantec As A Trade Name “Symantec” functions not only as a trademark mark and service mark identifying goods and services offered by Symantec Corporation, but also as a trade name or company name referring to Symantec Corporation. Trade names are nouns and, therefore, should not be followed by a generic descriptor and may be used in the possessive form. When used as a trade name, “Symantec” should not be followed by a trademark symbol. Within documents, the first reference to the trade or company name should be “Symantec Corporation.” “Symantec” can be used or subsequent references. Usage Rules for Symantec Logos You may not use any Symantec logo unless you have an agreement with or express written consent from Symantec authorizing such use. In the event that you are authorized to use a Symantec logo, the use must comply with these additional guidelines (or the usage guidelines set forth in your license agreement, if those guidelines differ). Use Only The Approved Master Artwork. The Symantec logos are single, standalone pieces of artwork. When reproducing the logos, use only the master artwork provided by Symantec. Do not alter or Symantec Trademark Usage Guidelines
  • 39. NORTON™ HEROES BRAND IDENTITY GUIDELINES Symantec Trademark Usage Guidelines distort the appearance of the logo in anyway, for example, by adding your own design elements or colors or changing the font. The logo must always look sharp, clean, and well produced. Always allow for a minimum clear space around the Symantec logo. Never violate the clear space with any graphic elements, words or charts. Maintain Legibility. Never reproduce the logo in a manner that causes the logo to become illegible or blurry, which may happen if the logo is reproduced too small. Do Not Use Symantec Logos As A Decorative Device. Do not use any Symantec logos for purely decorative purposes in any marketing collateral, packaging, or web site without the express written permission of Symantec. Misuse Of Symantec Trademarks By Others If you learn of any uses of any trademarks that are confusingly similar to the Symantec Trademarks, please notify Symantec by sending an e-mail to trademarks@symantec.com. Similarly, if you become aware of any use of a Symantec Trademark that violates any of the rules described above, including failure to identify Symantec Trademarks as belonging to Symantec Corporation, please notify us at trademarks@symantec.com. If possible, please provide a copy of the article or other medium in which the trademark violation appeared.