Asurion Brand Guidelines 2013

644-0012 D28 112213

The Asurion Brand

The Asurion brand is our face to the world.

The Asurion brand is made up of 14,000 creative people working in unison to overcome real-life obstacles, a system that operates 24/7, speaks six languages, and works across any device, platform or provider.

The Asurion brand listens, understands, fixes, replaces, solves and explains. The Asurion brand recognizes the interconnectivity of life and technology, understands the underlying complexity that makes so many things simple, and promises to keep life up and running.

Clearly, the Asurion brand has extraordinary value, and one way to protect it is by using its visual elements – logotype, typography and color palette – properly and consistently. These guidelines are intended to help, guide and show you the way as you bring our brand to life.

Visual Expression

LogoTaglineColor PaletteTypographyIconographyIllustrationSupportive Visual Elements

1.02.03.04.05.06.07.0

Logo1.0

The Asurion Logo

The new mark is fresh and contemporary,

but is not disconnected from our past.

It incorporates the letter A, and is inspired

by the intersection of the technology we

support and the users we help.

It’s more about inspiring a feeling, and

remaining authentic to who we are and

what we do. The mark puts us in the same

visually modern peer group as our partners,

and when you look at it without the Asurion

name, it works really well.

Logo1.1

Typography

The Asurion logo is made up of typography

and a symbol in a contemporary, forward-

moving, visually balanced combination.

The typography of the Asurion logo is fresh

and contemporary, strong but not too

formal, and its use in the lower case adds

to its sense of being friendly and approachable.

Symbol

The symbol incorporates a stylized letter A and is inspired by

the meeting of the technology we support and the users we

help. There is a visual reference to an arrow-like movement

forward, a progression which aligns nicely with the Asurion

brand strategy.

In the pages that follow, you will see that the symbol can be

used independently of the typography, but the typography

can never be used without the symbol.

Logotype

1.2 Logo Components

Minimal Size

The brandmark is not to be

reduced below a 1-inch width

as shown here.

Typography and Symbol

1 “ wide

The logo consists of the typography and

symbol in a balanced lock-up. The two

components must appear together in all

cases. The symbol can be used independently

if needed, but the typography cannot.

Area of Isolation A space twice the width as “X” shows area

where no other type or image can infringe

on the brandmark.

The height clearing area is called “X”

from the highest point of the brand icon. XX

X

XAREA OF ISOLATION

=XRULES:

Logo Clear Space & Sizing1.3

Asurion Dark Blue

Asurion Blue Black WhiteAsurion

Green

Logo Colors

The Asurion colors are modern but not

“trendy.” They are clean, crisp, and classic to

ensure longevity. In addition, the contrast

between blue/green and black/white/gray

underscores the sense that Asurion lives at

the intersection of life and technology.100% Black

CMYK: 100%, 67%, 0%, 23%RGB: 0%, 75%, 141%HEX: 00337F

PMS 288C PMS 298C PMS 376C 100% White

4-Color Logo

2-Color Logo

1-Color Logo

Grayscale Logo

CMYK: 69%, 7%, 0%, 0%RGB: 19%, 181%, 234%HEX: 51B5E0

CMYK: 50%, 0%, 100%, 0%RGB: 141%, 198%, 63%HEX: 7FBA00

CMYK: 50%, 0%, 100%, 0%RGB: 0%, 0%, 0%

Logo Colors1.4

Logo Usage- Primary

The Asurion logo is made up of the

typography and the symbol together –

as shown here. The typography must

always be accompanied by the symbol.

RULES:

Logo Usage1.5

Incorrect UsageModifications of the logo can dilute

brand impressions, weaken the power

of the brand and confuse the consumer.

Typical changes to avoid are shown

to the right.

Do not apply color change to the symbol.

Do not overprint a busy background.

Do not tint or ghost back the logo.

Do not skew or distort the logo.

asurionDo not change font in the logo.

Do not change color of the logo.

Do not stack icon over the logo.

Do not use the brandnamewithout the symbol.

Do not reverse order ofthe typography and symbol.

Do not enlarge the symbol size. Scale proportionally.

Do not use an initial cap onthe logo.

Do not use all caps on the logo.

AsurionASURION

Do not put effects on the logo.

RULES:

1.6 Incorrect Logo Usage

Where to useIf a trademark statement is necessary

on print material, it should appear

in 7-point Minion Pro Regular

with 9-point leading. This keeps the

boilerplate legible without interferring

with important communication devices.

The following represents placement

of a trademark statement.

This boilerplate trademark statement shouldappear on all communication where it is required. The typography is Minion Pro 7-point on 9-point leading.

RULES:

1.7 Logo Trademark Boilerplate

© Asurion 1994-2013. All Rights reserved

Positioning of the Trademark boilerplate statement

Front of brochure (example)Back of brochure

life’soperating system

Asurion is a registered trademark of Asurion, LLCThis boilerplate trademark is an optional statement which can be used on all communication where it is required. The typography is Minion Pro 7-point on 9-point leading.

© Asurion 1994-2013. All Rights reserved

Symbol as Pattern

Although, in the logo, the typography must

always be accompanied by the symbol, the

symbol itself may be used independently.

With an eye to correct proportion, the

symbol works well in print and on screen.

Symbol as SupergraphicThe symbol works large-scale, as well, and

lends itself to use on vehicles and on large

surfaces in building interiors and exteriors.

Symbol as IndependentGraphic Element

The geometry of the symbol is ideal for

creating repeating patterns.

protected.

RULES:

1.8 Logo Symbol Usage

Logo Symbol as StandaloneThe following scenarios are to be

avoided, as they do not represent

the Asuriuon brand identity.

RULES:

Do not substitute another color for the symbol mark.

Do not crop symbol where the middle triangle is not present, as it will take on the form of an entirely different shape.

Do not overlap the symbol mark onto itself, as it will create a totally unrecognizable shape – not an Asurion shape.

Do not overlap the symbol mark onto itself in a ghosted or tinted visual.

Parts of the Asurion symbolare not to be altered inshape, as this will create a entirely new symbol.

The symbol is never to be used as a gradient tone, as it will cause the Asurion shape to disappear.

Do not apply a stroke to the symbol mark.

Do not fill the negativespace of the logo symbolwith another color.

Do not place the logo symbol over an area where is becomes difficult to discern or read.

1.9 Incorrect Symbol Uses

Logo as Standalone

In instances where Asurion is the

primary/sole brand, the logo stands alone,

as shown.

Logo as an Ingredient Brand

In instances where the Asurion brandmark

supports a retailer’s brand, the logo can be

used as shown to the left.

The Brandmark as Standalone

The Brandmark as an Ingredient Brand

POWERED BY

RULES:

1.10 Logo Applications

The Ingredient logo with the

“Powered by” preface must be used

as a horizontal application as shown

to the right.

Horizontal Application

POWERED BYChevin LightPOWERED BY always uses Chevin Light

in all caps as a consistent typography

application.

POWERED BYY YZ Z

RULES:

The space between the words of the

Ingredient logo are determined as

shown to the right. The space be-

tween the “D” in ‘Powered’ and the

“B” in ‘By’ is called out as “Y”, and is

the same width as the negative space

in the letter “O”.

Ingredient Logo Spacing

1.11 Ingredient Logo Applications

The following examples highlight

ways the Asurion Ingredient logo

should never be used.

Incorrect Applications

POWERED BY

POWERED BY

Do not elevate the position of ‘Powered by’ within the Ingredient typography

POWERED BYDo not substitute another font for the Ingredient typography mark

Do not substitute another color for the Ingredient typography

POWERED BY

Do not alter the font point sizefor the Ingredient typography

POWERED BYDo not stack the font for the Ingredient typography mark

POWERED BYDo not change the font weight of the ‘Powered by’ Ingredient typography

POWERED BYDo not italicize the ‘Powered by’ Ingredient typography

POWERED BYDo not tint or ghost back the ‘Powered by’ Ingredient typography

RULES:

1.12 Incorrect Ingredient Applications

The Asurion Ingredient logo should

be separated from any Primary Logo

by the vertical height space called out

as “X” as shown to the right. “X” is

determined by the x-height of the

lower case ‘a’, in the Asurion logo

typography.

POWERED BY

Ingredient Logo Spacing

X

POWERED BY aligns flush right to primary logo.

RULES:

The Asurion Ingredient logo

should always be flush RIGHT to

it’s Primary Logo counterpart, as

shown to the right.

Ingredient Logo Alignment

= X

= the space between primary and ingredient logo height

1.13 Ingredient Logo Applications

X

X

X

POWERED BY

Asurion Ingredient logo knocked out of solid color field

POWERED BY

POWERED BY

The Asurion Ingredient logo is

intended to support – not overpower

– the Primary brand mark. It

functions as a signature, or sign-off

element that completes a statement.

Ingredient Logo Sizing

RULES:

The Asurion Ingredient logo

should be scaled to the width of

the Primary brand logo typography.

In the case of long Primary names,

this can be used to the designer’s

discretion, as shown on the following

page examples.

Ingredient Logo Positioning POWERED BYX

X

POWERED BY

X

POWERED BY

1.14 Ingredient Logo Applications

The following show the Asurion

Ingredient logo on promotional

pieces.

Ingredient Logo Application

1.15 Ingredient Logo Applications

Tagline2.0

The Asurion Tagline

Our tagline encapsulates the

convergence of life and technology

in a simple and memorable phrase, pairing

two things that haven’t been linked until

now. The line invents and defines a new

category of service, differentiating

Asurion and making a confident promise

to keep our customers’ tech-fueled

lives operating.

life’s operating system

2.1 The Tagline

Tagline Positioning

The tagline is nested beneath the logo

as shown, neither shorter nor longer

than the typographic element itself.

When combined with the full-color logo,

the tagline must be in Asurion dark blue.

When the logo is used as a one-color

black logo, the tagline must appear in

100% black.

Color of Tagline

CMYK: 100%, 67%, 0%, 23%RGB: 0%, 75%, 141% HEX: 00337F

PMS 288C

life’s operating system

AsurionDark Blue

100% Black

mX

= X

RULES:

life’s operating system

life’s operating system

2.2 Tagline Color & Positioning

life’s operating system

Incorrect Tagline Usagelife’s operating system life’s operating system.Do not squsih or elongated the typography when used as a brand tagline.

Do not add a period or punctuation mark when used as a brand tagline.

life’s operating systemDo not alter the weight of font when used as a brand tagline.

Life’s Operating SystemDo not use initial caps when used as abrand tagline.

LIFE’S OPERATING SYSTEMDo not use all caps when used as a brand tagline.

life’s operating systemDo not substitute a different font when used as a brand tagline.

Modifications of the tagline can dilute

brand impressions, weaken the power

of the brand and confuse the con-

sumer. Typical changes to avoid

are shown to the right.

life’s operating systemDo not use a different color when used as a brand tagline.

RULES:

2.3 Incorrect Tagline Usage

The Asurion logo is the premier visual exponent of the brand. It is iconic, and stands alone as a clear, formal presentation of the brand essence of Asurion.

RULES:

2.4 Using the Logo & Tagline

THE LOGO ALONE:

life’s operating systemRULES:

THE LOGO WITH THE TAGLINE:

The tagline adds greater context to the logo in certain external uses such as promotion, advertising, websites, and in other communications reaching out to the consumer.

3.0 Color Palette

Primary Colors

Our primary colors are clean, crisp

and classic to ensure longevity. Asurion Gray

CMYK: 100%, 67%, 0%, 23%

RGB: 0%, 75%, 141%

HEX: 00337F

PMS 288C

AsurionDark Blue

CMYK: 69%, 7%,0%, 0%

RGB: 19%, 181%, 234%

HEX: 51B5E0

Asurion Blue

PMS 298C 100% Black 100% White

3.1 Color Palette

Our secondary colors provide

complementary accents to our

primaries, underscoring the sense

that Asurion lives at the intersection

of life and technology.

Secondary Colors

CMYK: 0%, 37%, 100%, 23%

RGB: 200%, 138%, 18%

HEX: AF7505

CMYK: 3%, 89%, 0%, 0%

RGB: 230%, 64%, 151%

HEX: ED0091

CMYK: 3%, 0%, 0%, 32%

RGB: 176%, 183%, 188%

HEX: ADAFAA

CMYK: 50%, 0%, 100%, 0%

RGB: 141%, 198%, 63%

HEX: 7FBA00

CMYK: 0%, 18%, 21%, 56%

RGB: 136%, 116%, 106%

HEX: 7C6D63

Asurion GrayPMS 376C PMS 139C RHODAMINE

RED

Asurion GrayPMS 429C PMS 410C

3.2 Color Palette

4.0 Typography

Headlines & Body Type

Chevin Light

Headline Type

Akzidenz-Grotesk Bold

AkzidenzGrotesk is a sans serif font similar

to Helvetica and Univers, but with subtle

proportional and weight changes. Released

in 1898, it was the first sans serif typeface to

be widely used and is still a popular choice

for impact, clarity and legibility more than

100 years later.

AaAa AaSub Headline Type

Minion Pro Regular

Chevin is a rounded type family designed

with functionality, legibility and elegance in

mind. With its open counters and slightly

condensed style, Chevin is particularly suited

to signage. The font was designed by Nick

Cooke of London, who emphasizes consis-

tent character shapes, accurate positioning,

precise kerning, for typefaces that combine

originality with usability.

Minion Pro is a serif face inspired by clas-

sical, old style typefaces of the late Renais-

sance, a period of elegant,

beautiful, and highly readable type designs.

It exhibits the aesthetic and functional quali-

ties that make text type highly readable, yet

is also suitable for display settings. The use

of Minion Pro balances the san serif faces,

providing a pleasing contrast.

4.1 Typography

ChevinAkzidenz-GroteskChevin is available from www.FontShop.comAkzidenz-Grotesk is available from www.MyFonts.com

LightabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

MediumabcdefghijlkmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

RegularabcdefghijlkmnopqrstuvwxyzABCDEFGHIJLKMNOPQRSTUVWXYZ

BoldabcdefghijlkmnopqrstuvwxyzABCDEFGHIJLKMNOPQRSTUVWXYZ

Minion ProMinion Pro Regular is available from www.MyFonts.com

RegularabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

When the Asurion name is used in copy or

written text, it should be treated with

initial caps, using the font choice of the

copy block. Do NOT use the logo in

substitution for the Asurion name.

4.2 Typography

Arial Arial replaces Akzidenz-Grotesk from preferred fonts.

RegularabcdefghijlkmnopqrstuvwxyzABCDEFGHIJLKMNOPQRSTUVWXYZ

BoldabcdefghijlkmnopqrstuvwxyzABCDEFGHIJLKMNOPQRSTUVWXYZ

GeorgiaGeorgia replaces Minion Pro from preferred fonts.

RegularabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

The above fonts are to be used whenever universal font substitutions need

to appear, such as powerpoints. These fonts will work well in both PC and

Mac applications.

4.3 Universal Font Substitutions

Aa Aa

Life needsan operatingsystem.

Hsd gkjhdag adlkjherlk gjaslk fdg kjhdagfdfagrg khdaf, bjsadg dfdfg lkjhbdflkj hdfbl jgd dafgkhdfsgleadg. Bdfgjkh dfkagjhk ljhgadf dagjhbrgjadg. Phjsdg jadgs kjsajdafg ljkdfag sdg sadjbgeljljghse, d jb dlfjgdf; fbdjklsdagh dargkhl jrgejkdfh ertlijdf kjsnkjdfsh.

Body CopyMinion Pro Regular

Headline CopyChevin Medium

Body CopyChevin Medium

Headline CopyAkzidenz-Grotesk

Life needsan operatingsystem.

Hsd gkjhdag adlkjherlk gjaslk fdg kjhdagfdfagrg; khdaf,bjsadg dfdfg lkjhbdflkj hdfbl jgd dafgkhdfsgleadg. Bdfg jkhdfka gjhkljhgadf dagjh-bsgjadg.Phjsdg jadgs kjssdahjgh adg sdg sadjbgelj ljghse.

4.4 Typography

A Subhead WhichAugments the Headline

Subhead CopyAkzidenz-Grotesk

A Subhead WhichAugments the Headline

Subhead CopyAkzidenz-Grotesk

Thank You.