AVG brand identity

© AVG Technologies, AVG Style Guide, 2008
Brand Guidelines
Update 21. 2. 2008

Contents
1. Brand elements
1.1 Trademarks in copy
1.2 AVG Logo
1.3 Colour palette
1.4 Typography
1.5 Legal notices
1.6 Tagline
2. AVG Logo variants
2.1 3D effect logo
2.2 On-screen Icon
2.3 B/W reproduction
2.4 Monochrom
2.5 Signage
2.6 3D relief logo
3. AVG Logo usage
3.1 On Background
3.2 With other brands
3.3 On materials
3.4 On fabric
4. Subbrands
4.1 One line versions
4.2 Two line versions
4.3 Business partners’logo
4.4 Version 8.0
4.5 New name typing
5. Improper use
Contact & Credits
Brand symbolism at a glance
Artwork at a glance
Brand family at a glance

Brand symbolism at a glance
What are the graphic elements about
AVG letterforms
Abbreviation of Anti-Virus Guard.
Authentic letterforms have drawn inspiration from Myriad Pro Bold.
Typeface
The corporate typeface is Myriad, a humanist sans-serif typeface
designed by Robert Slimbach and Carol Twombly in the period
1990–1992 for Adobe Systems. A readable and friendly
face, Myriad works well for both text and display typography.
Legal notices
The 4 flags sign was
registred in 2007
4 flags sign
Flags allways symbolised togetherness
and integrity. In the sign every flag has
own direction and colour to represent
various brand essences under one union.
Brand colours
Yellow - intelligence (as light is needed
to find destination)
Green - security; hope
Blue - credibility; global availability; infinity
Red - speeding

Artworks at a glance
Quality of design and art crafts
Flat artwork – 2D monochrom
Positive
Inverse
Flat artwork – 2D
Positive ONLY
Flat artwork – 3D effect
Positive ONLY
Spacial artwork
Positive ONLY
Note & Usage
3D effect engages visual message in print
and on-screen application.
Usage: Stationary, brochures, print ads, internet
Spacial 3D version for outdoor use or other
special purposes. High quality of crafting
is necessary.
Usage: indoor and outdoor signage,
represenative spaces, on-store lightboxes
Strictly limited using based on technology
and medium.
Usage: merchandising
Basic vector version of the AVG logo
Usage: low print quality executions,
signmaking, embroiding

Brand family at a glance
Hierarchy of branding
Brand
Subbrands
Products Business partners
Company
Owner of brand
AVG Technologies CZ, s.r.o.

Brand elements
Trademarks in copy
1
1.1
AVG in headlines, titles
and copy text
Product names in headlines,
titles and copy text
Version 8.0 signing in headlines,
titles and copy text
Exception
Correct typing:
UPPERCASE only
Correct typing: Title Case and “en”dash,
no space between words
Correct typing: a dot between
numbers; no space
Website can be typed in lowercase

Brand elements
AVG Logo
Minimum sizeAligning Exclusion zone
To enhance the AVG logo, leave sufficient clear space around it Do not use smaller sizes in any print/on-screen applications
All elements, as shown here, always
appear in a fixed size and the relative
position does not change.
1
1.2
5 mm
16 px
10 mm
32 pxX align center
Align top
Align bottom
Y align centerAlign left Align right
a a

Brand elements
Colour palette
PANTONE Solid colours matching system. PANTONE®is registered trademark of PANTONE®, Inc.
CMYK Cyan-Magenta-Yellow-blacK identifies colours for printing
C – Coated Paper quality surface improvement – matt or glossy
U – Uncoated High absorbant paper (eg. newspapers)
RGB Red-Green-Blue colour gamut for electronic devices (TV, CRT monitors, LCD screens, displays) and power point presentations, animations, projections, signmaking, light instalations etc.
HTML Web Safe A coding system that the same colours guarantee almost on all screens, platforms and browsers
RAL K5 A matching system of industrial colours palette for painting and materials
Oracal Film brand for signmaking solutions
Primary
AVG logo Colours
Secondary
Layout Colours
Blue gradient
AVG Blue 288 C 100 / 70 / 0 / 35 C 27 / 63 / 120 #333366 5013 065 cobalt blue
100 / 60 / 0 / 20 U
AVG Red 485 C 0 / 100 / 100 / 0 C 204 / 34 / 41 #CC0000 3020 032 light red
0 / 100 / 90 / 0 U
AVG Yellow 137 C 0 / 40 / 100 / 0 C 229 / 164 / 48 #FF9900 1003 019 signal yellow
0 / 25 / 95 / 0 U
AVG Green 356 C 100 / 0 / 100 / 35 C 35 / 120 / 64 #006633 6010 078 foliage green
70 / 0 / 100 / 10 C
AVG Medium Blue 285 C 100 / 55 / 5 / 0
AVG Accent Orange 158 C 0 / 60 / 100 / 0
AVG Light Blue 290 C 30 / 0 / 0 / 5
AVG Light BlueAVG Medium BlueAVG Blue
AVG Grey 431 C 25 / 0 / 0 / 70
AVG Medium Grey 428 C 10 / 0 / 0 / 25
AVG Light Grey 427 C 5 / 0 / 0 / 10
White Background 0 / 0 / 0 / 0
PANTONE
® CMYK RGB RAL Oracal FilmWeb safe
Hexadecimal
1
1.3

Brand elements
Typography
Primary
Myriad Pro
Use Myriad Pro light for body copy Use Myriad Pro Light Italic to show emphasis in copy or notice
AVGAVG
AVGUse Myriad Pro Regular headlines and copy
AVGUse Myriad Pro Italic to show emphasis in copy or notice
AVGUse Myriad Pro Semibold for headlines and titles
AVGUse Myriad Pro Bold for headlines and titles
Secondary
Myriad Pro
Condensed
AVGUse Myriad Pro Condensed for body copy in limited space (eg. tabs)
AVGUse Myriad Pro Condensed Italic to show emphasis or notice in limited space
AVGUse Myriad Pro Semibold Condensed for highlights
in limited space (eg. price tag)
Use Myriad Pro Light Condensed for body copy in limited space Use Myriad Pro Light Condensed Italic to show emphasis in copy or notice
AVGAVG
1
1.4

Brand elements
Legal notices
Typeface: Helvetica Neue 55 Roman
Colour: Black
Substitute colour: AVG Blue – only in case of AVG logo is in solid colour; for embroiding and signmaking
Please ensure proper reproduction and legibility, legal notices (such as registration mark and trademark)
changes in size in any print or on-screen applications.
Small AVG logo 10–20 mm highAVG logo ≥ 20 mm high
20 mm of AVG logo height 19 mm 16 mm 13 mm 10 mm – minimum size
1
1.5

Brand elements
Tagline
Language: English or local translation
Typeface: Myriad Pro Regular
Aligning: Center of the AVG logo
Colour: AVG Layout Grey
Tagline always appears in a fixed
position relative to the AVG logo
as shown here.
Small size on-screenExclusion zone
To enhance the AVG logo and tagline, leave sufficient clear space around it
Tagline is align center.
Don’t use smaller sizes of tagline for legibility reasons.
AVG logo < 30 mm highAVG logo > 30 mm high
Small size in print
Don’t use smaller sizes of tagline for legibility reasons.
1
1.6
central aligned
10 mm
6.5 pt
2.127 mm
26 mm
27 px
8 pt
7.415 px
74 px

AVG logo variants
3D effect logo
Lighting and shadow effects creates
the illusion of 3-Dimensions of the AVG logo.
Please keep a fixed relationship between the
lighting and shadow effects.
Drop shadow greyscale: 0–50 % of black,
multiplied on all backgrounds. When using
the registration mark, it should not have
any 3D effects.
Minimum sizeExclusion zone
To enhance the AVG logo, leave sufficient clear space around it. If a smaller size is needed, use the AVG logo without 3D effect.
Minimum size with
legal notices
Legal notices are printed black.
2
2.1
7 mm 15 mm10 mm

AVG logo variants
On-screen icon
2
2.2
Icon is a working tool for
on-screen graphic interface.
THIS IS NOT A LOGO!
Please don’t use it in print
or any other applications.
Don’t apply any visual and
motion effects.
True colour with alpha
channel or semi transparency
(Win XP/Vista)
256 colour, NO alpha
(Win 2k)
16 colour, NO alpha
for safe mode only
16x16
24x24
32x32
48x48
64x64
256x256
16x16
32x32
16x16
32x32

AVG logo variants
BW reproduction
Where colour is unavailable the AVG logo
may be used in grayscale.
Colour switches
AVG Yellow
AVG Blue
AVG Green
AVG Red
Legal notices
Light Grey 0-0-0-35
Black 0-0-0-100
Dark Grey 0-0-0-80
Middle Grey 0-0-0-60
Black 0-0-0-100
2
2.3

AVG logo variants
Monochrom
Minimum sizeOptimum size
All brand elements are in one colour.
The inner lines separate the 4 flags sign.
Please ensure proper reproduction
and legibility.
2
2.4
Inverse version
Apply in merchandising only.
20 mm
Inner lines width:
1 pt/0.354 mm
5 mm
Inner lines width:
0.3 pt/0.106 mm

AVG logo variants
3D Relief logo
Side view
4 flags sign AVG letterforms AVG letterforms
Solid
Usage: Indoor and outdoor signage.
Execution: transluscent plastic, aluminium
Plates
Interior/exterior light design makes a natural shining and inner shadow.
Usage: indoor/outdoor representative signage (eg. reception, meeting room, totem).
Execution: aluminium/metal plates, coloured glass
Side view
4 flags sign
2
2.5
cb
0.08 b
0.11 b
c
0.08 b
b
0.11 b
weigh of
plate 0.01 c

AVG logo variants
Signage
Small signage with AVG relief logo
Usage: on-store lightbox, shop/office signage, orientation system
Large signage
Side view
Size of a logo using the exclusion
zone as shown in chapter 4.2
In case of installing neon tubes, please
use this recommended adjustment.
Neon tubes
2
2.6
b
exclusion zone
above the logo
exclusion zone
below the logo
0.11 b

10 % AVG Blue 20 % 30 % 50 % 75 % 100 %
Dark/busy backgroundsLight backgrounds
3
3.1
AVG logo usage
On backgrounds
A white background is preffered
under the AVG logo in all printed documents.
Singmaking and on-screen applications
can be used on slightly light backgrounds.
White backgrounds play an integral role
in visual communications. White is the
clear canvas against which the colourful
4 flags sign glows and letterforms stand out.
For increase legibility on dark or busy
backgrounds keep the exclusion zone.
Drop shadow was created within
gradient 0–50 % of black. Multiplying
on a background enhances the 3D effect.

AVG logo usage
With other brands
Vertical aligning of sponsors
Optimum distance Minimum distance
Minimum distance
Horizontal aligning of sponsors
Optimum distance
The AVG Logo needs sufficcient clear space around it to enhance visibility. Keep an exclusion zone.
Request a final good-to-print layout to approve before execution.
Minimum sizeDark/busy background
In spaces smaller than 7 mm high it is recommended to use the 2D AVG logo.
3
3.2
5 mm
16 px

AVG logo usage
On materials
Engraving/sanding
Do not apply laque on legal notices and or the drop shadow.
Please ensure proper execution in small sizes: all details must be recognizable.
Do not emboss/deboss legal notices (registration mark and trademark). Do not apply engraving on legal notices.
Transparent laque as monochrom Transparent laque over colour print – symbol as one piece
Embossing/Debossing
Holografic protection/Watermark
3
3.3

AVG logo usage
On fabric
Minimum sizeMonochromatic
contrast colour
Monochromatic
background colour
Smaller sizes make notches in 4 flags symbol unrecognizable.
Embroiding
Keep the proper direction
as shown here.
8 mm
3
3.4

Subbrands
One line versions
Minimum size3D effect variant Exclusion zone
Legal notices can be used as long as the AVG logo is at least 10 mm high.Only the 4 flags sign has the 3D effect.
One line versions can only have the product logo.
Names changes within different products; how to retype, see chapter 4.5.
4
4.1
d d
e e
5 mm
16 px
10 mm
32 px

Subbrands
Two line versions
Legal notices can be used as long as the AVG logo is at least 10mm high.Only the 4 flags sign has the 3D effect.
4
4.2
ff
5 mm
16 px
10 mm
32 px
aa
The two line versions of the product
logo saves space.
Name changes with different products;
how to retype, see chapter 4.5.

Subbrands
Business partners’logo
Business partners’logo is in the two lines version.
Text changes with different level of business
partnership (eg. Authorized Distributor,
Authorized Reseller etc.).
How to retype, see chapter 4.5.
Legal notices can be used as long as the AVG logo is at least 10 mm high.Only the 4 flags sign has the 3D effect.
4
4.3
5 mm
16 px
10 mm
32 px
aa

Subbrands
Version 8.0
Zone construction is the same as in 1 or 2-line subbrands.Only the 4 flags sign has the 3D effect. Rules are the same as in 1 or 2-line subbrands.
Version 8.0 can only be
used with a product logo.
4
4.4
gg g
7 mm
20 px
14,8 mm
42 px

Improper use
What to avoid
Don’t use former/different colour palette.Don’t use the 4 flags symbol separately.
It works as an on-screen icon only.
Don’t remove any elements. Don’t change the relationship
among brand elements.
Don’t apply any 3D visual effect to the logo.
Only official the AVG logo or the AVG 3D logo
are acceptable.
Don’t distort or deform the AVG logo.
Don’t place the AVG on dark or busy backgrounds.
Don’t use the AVG logo over imagery.
Don’t invert the AVG logo.Don’t rotate the AVG logo.
Don’t use outlines in print. Don’t add any movement or effects to the AVG logo.
5

Contacts & Credits
Any requests for proper graphic sources should be sent to:
brandcenter@avg.com
Concept and design: Lumír Kajnar
Production: ArkAdiA, s. r. o.

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