THE AKAMAI BRAND GUIDELINES - Amazon S3 · 6 7 Logo Configurations STACKED TAGLINE LOCKUP A...

THE AKAMAI BRAND GUIDELINES

FASTER FORWARDThe Logo

4 About the Logo

6 Logo Configurations

8 Acceptable Color Variations

10 White Space Guidelines

12 Minimum Sizes

Colors

14 Corporate Color Palette

16 Color Spectrum

Elements

20 Angled Lines

22 Circles

24 Mathematical Elements

26 Design Elements

Photography

27-31

Typography

32 Frutiger

34 Avenir

36 Arial, Trajan

38 Asian Typefaces

40 Dos and Don’ts

Table of Contents Downloading Assets From Aloha

Throughout these Guidelines, various items are available for

download through Aloha (Akamai's internal website).

In order to access these items as an Akamai employee,

you must first be connected to the Akamai network. Then

navigate to http://aloha.akamai.com. From there go to the

Departments tab in the left-hand navigation and find the

Marketing Department. All of the items described as being

downloadable through Aloha should be found there.

Perceived image of a corporation as a whole, this goes beyond the visual aspect and includes

every touch point, every positive or negative experience an individual has with a company

Brand

IdentityVisual that form part of the overall brand. The identity

portrays the business in its simplest form via the use or a mark or icon. The logo provides a shorthand

representation of the companies brand identity.

We’re living in a world where business, entertainment and daily life are

increasingly connected. Billions of people, tens of billions of devices and countless

petabytes of information are all linked. The web is becoming increasingly visual

– with vast quantities of video moving online. Online transactions are moving

rapidly to mobile devices. Enterprise applications are moving to the cloud. We

expect instantaneous, intelligent access from any device.

The Internet is the infrastructure that ties these worlds together. The move to

mobile, the cloud and digital media – the driving forces in our faster forward

world – put new burdens on the Internet and highlight its key weaknesses in

performance, reliability and security.

Akamai makes the Internet fast, reliable and secure. We do this with technology

that optimizes and secures the delivery of all types of online content and business

applications. The continual evolution of our intelligent technology and services

creates an infrastructure that helps to accelerate the pace of innovation.

The potential of the hyperconnected, faster forward world is unimaginable –

it can make our businesses radically more efficient, dramatically expand our

entertainment options and touch every facet of our daily lives.

Akamai’s committed to deliver on this promise by enabling the best online

experiences – those that transform the way people live, work and entertain

themselves.

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SECTION 1

THE LOGO

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"A Brand is not a product or a promise or a feeling. It's the sum

of all the experiences you have with a company.”

Amir Kassaei, CCO, DDB Worldwide

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Logo Configurations

STACKED TAGLINE LOCKUP

A configuration of the tagline “Faster Forward” with the logo is appropriate to sign off Akamai-branded communications, especially advertising and on the back of collateral brochures.

LOGO

This is the primary way the logo is to appear. Neither the waves nor the word "Akamai," can ever exist without each other.

HORIZONTAL TAGLINE LOCKUP

A configuration of the tagline “Faster Forward” with the logo is appropriate to sign off Akamai-branded communications, especially advertising and on the back of collateral brochures.

AKAMAI LOGO CIRCLE LOCKUP

This configuration is only to be used when size or space limitations do not allow for the full Akamai logo to be used.

NOTE: Usage is on a case-by-case basis approved by Creative Strategies.

Please contact [email protected]

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The logo consists of two basic elements: the blue wave-like symbol and the word

“Akamai” (known as the logotype.) The wave symbol cannot appear without the

logotype. The company tagline “Faster Forward” is a third element that may be used

with the logo. The electronic artwork can be downloaded from Aloha.

Download logo files: https://aloha.akamai.com/marketing.

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Acceptable Color Combinations

ONE-COLOR POSITIVE LOGO

Use the black or gray 1-color version when color usage is restricted or when using a black and white laser printer. It is not acceptable to use an all-blue or all-orange Akamai logo.

BLUE AND ORANGE POSITIVE LOGO

Use the 2-color version for offset printing when both PMS 2925 and PMS 144 spot inks are available. This should also be used for in-house color laser printers.

ONE-COLOR REVERSE LOGO

Use the “white” 1-color version when color usage is restricted or when using a black and white laser printer.

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Blue and orange form the basis of Akamai’s corporate color palette. The

positive color variations shown on the next page are the only ways in which the

Akamai logo should be used. Any other logo combinations or variations should not be created.

A blue and orange logo on a white or black background is the ideal way to display the identity.

Download logo files: https://aloha.akamai.com/marketing

1110 11

White Space Guidelines

X EQUALS HALF THE HEIGHT OF THE AKAMAI WAVE

x

x

x

x

x

x

x

x

x

x x

x

x

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The logo has the most impact when there is a significant amount of “white space”

around it. Use half the measurement of the height of the wave (represented here by

“x”) as a minimum distance around the logo. While this is the minimum amount of white space

that should be used around the logo, ideally the amount should be greater.

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Minimum Sizes 0.75" minimum

0.825" minimum

0.825" minimumHORIZONTAL TAGLINE LOCKUP

When the horizontal tagline lockup is being used, the blue waves and orange letters combined must be no less than 0.825 inches wide.

STACKED TAGLINE LOCKUP

When the stacked tagline lockup is being used, the blue waves and orange letters combined must be no less than 0.825 inches wide.

LOGO

When the plain logo is being used, it must be no less than 0.75 inches wide.

Special Exceptions Regarding Symbol and Typography

There are particular usages, which you may have already noticed, that “break” the rules established at the beginning of this section. If contemplating ANY exception to the rules regarding the logo, please consult the Creative Strategies department directly.

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Although the logotype and symbol remain legible at very small sizes, avoid using the

artwork below the minimum recommendations shown here. Do not reduce the logo and tagline

lockup to less than 0.825” in width, or the tagline will be very difficult to read.

PRIMARY COLORS

The Primary Colors are used to represent Akamai in the logo and waves.

SECONDARY COLORS

Each of the Secondary Colors are used as accent and background colors, or to represent the solutions

Cloud Security Media Delivery Web Performance Cloud Networking Network Operator

Courageous, strong, powerful & determined

1797c

Innovative, creative, uplifting & exciting

241c

Powerful, intelligent, & sophisticated

267c

Powerful, expansive, stable, trusted & intelligent

072c

Reliable, safe, stable, durable & consistent

376c

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Pantone 144c

CMYK 0.48.100.0

RGB 255.153.51

Hex #FF9933

Pantone 2925c

CMYK 85.24.0.0

RGB 0.153.204

Hex #0099CC

Pantone Cool Grey 11

CMYK 49.41.38.4

RGB 136.136.140

Hex #54565bFAST RELIABLE

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lors

SECURE

Corporate Color PaletteThese colors can serve as accent colors for

image maps, reports, exhibits, charts, etc. The Pantone® indications should serve merely as a

reference when comparing output from different color printers. The CMYK mixes may need to be

adjusted for different machines.

SECTION 2

COLORS

BRIGHTNESS lighterdarker

SATU

RA

TIO

Nde

satu

rate

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SATU

RA

TIO

Nde

satu

rate

dsa

tura

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PMS144

PMS2925

K


SATU

RA

TIO

Nde

satu

rate

dsa

tura

ted


SATU

RA

TIO

Nde

satu

rate

dsa

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PMS144

PMS2925

K

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Color Spectrum

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lors

The color spectrums shown here illustrate the flexibility of color usage. All colors used

(outside of the logo) can be altered to align with various audiences and use case scenarios.

SECTION 3

ELEMENTS

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Represents the fast and forward momentum of the Akamai brand and solutions.

Angle

CircleUsage of the circle illustrates the connectivity and

reliability of the Akamai brand and platform.

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Angled Lines 63° Angled lines are used to show fast forward motion. They must always be based off the first diagonal stroke in the letter A from the logo. The angle hints to the forward slashes in http://.

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Circles Circles are used to convey connectivity, reliability and trust. Avenir is a geometric typeface, making it Akamai’s perfect match.

internet.

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Mathematical Elements Mathematical elements are used sparingly to tie back to Akamai’s roots. The infinity sign symbolizes Akamai’s pervasiveness & availability.

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Is the foundation of our Intelligent platform which makes us faster, more reliable and more secure than any other cloud platform. Ties to Akamai’s roots at MIT and resonates with our math-oriented target audience.

Math is the foundation of our Intelligent Platform, which makes us faster, more reliable and more secure than any other cloud platform. Ties to Akamai’s roots at MIT and resonates with our math-oriented target audience.

This example shows some of the various ways the elements can be combined to create unique ways to express the brand. Each uses the same core elements of the brand in different ways –this provides the flexibility for the elements to be tailored for different audiences.

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Design Elements

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The photography should convey a feeling of wonder, the future and moving forward. This

is conveyed through a combination of lighting, color and camera position. Warm tones, strong

color and motion, or action when appropriate to the subject matter help to support the forward

thinking, innovative promise of the Akamai brand.

SECTION 4

PHOTOGRAPHY

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313130

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Selected Focus

333332

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Movement

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Expansiveness

373736

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Bokeh

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Saturation

The primary typeface for the Akamai brand is Frutiger. This font is necessary for creative

assets such as printed collateral, event graphics, signage, etc. There are many different weights

of Frutiger (a few of which are shown on the next page) that can be used for emphasis and varying

levels of hierarchy.

Download: https://aloha.akamai.com/html/departments/marketing/fonts_secondary.html

SECTION 5

TYPOGRAPHY

PRIMARY COLORS

The Primary Colors are used to represent Akamai in the logo and waves.

Aa

Aa

FRUTIGER 45 LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

FRUTIGER 47 LIGHT CONDENSED

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

Aa

Aa

FRUTIGER 65 BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

FRUTIGER 67 BOLD CONDENSED


4140

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Frutiger

Aa

Aa

AVENIR LIGHT


AVENIR LIGHT OBLIQUE


Aa

Aa

AVENIR HEAVY


AVENIR HEAVY OBLIQUE


Avenir

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Avenir translates to future which is one of the many ways that it supports all the char-

acteristics that are Akamai – premium, clean, modern and approachable. The characters are

more geometric than Frutiger, and the periods and dots for the I’s and j’s are perfect circles, re-

flective of the circle elements in the Akamai brand. It works well with Frutiger, it was designed by Adrian

Frutiger as a modern update of this iconic typeface.

Download: https://aloha.akamai.com/html/departments/marketing/fonts_sec-ondary.html

Aa Aa

Aa

ARIAL


TRAJAN PRO REGULAR


AaARIAL ITALIC


TRAJAN PRO BOLD


Arial

Trajan

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This font is used for on-screen assets such as PowerPoint Presentations, Word Docu-

ments and Emails.

This font is used for documents with large amounts of text.

MHEI HKS MEDIUM (CHINESE)

MHEI HKS MEDIUM (CHINESE)

MHEI HKS BOLD (CHINESE)

TB GOTHIC MEDIUM (JAPANESE)

Asian Typefaces TB GOTHIC SUPERLIGHT (JAPANESE)

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Specific typefaces with similar characteristics to our primary typeface,

Frutiger, have been identified for Chinese, Japanese and Korean. It is important that

individuals in those offices use these typefaces for both web and printed material.

Download: https://aloha.akamai.com/html/departments/marketing/fonts_secondary.html

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As the global leader in Content Delivery Network (CDN)

services, Akamai makes the Internet fast, reliable and

secure for its customers. The company’s advanced web

performance, mobile performance, cloud security and

media delivery solutions are revolutionizing how businesses

optimize consumer, enterprise and entertainment

experiences for any device, anywhere. To learn how Akamai

solutions and its team of Internet experts are helping

businesses move faster forward, please visit www.akamai.

com or blogs.akamai.com, and follow @Akamai on Twitter.

©2015 Akamai Technologies, Inc. All Rights Reserved. Reproduction in whole or in part in any

form or medium without express written permission is prohibited. Akamai and the Akamai wave

logo are registered trademarks. Other trademarks contained herein are the property of their

respective owners. Akamai believes that the information in this publication is accurate as of its

publication date; such information is subject to change without notice. Published 02/14.

FASTER FORWARD

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