Brand Identity Guidelines REVISED / APRIL 2014

ThreatMetrix Brand Identity Guidelines

What is a Brand Identity?

Why Use These Guidelines

A brand identity represents the values, services, ideas and personality of an organization. It is designed to increase recognition and build perceptions of the organization in its chosen marketplace.

ThreatMetrix® needs to manage how its brand is represented across all visual media in various different situations. The corporate identity system in this document has been created to fulfill this purpose and the guidelines herein explain how to correctly depict and embody our brand ethos consistently across different applications and in various markets to maintain the integrity of ThreatMetrix.

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ThreatMetrix Brand Identity Guidelines

Our Logo Preferred Logo This is the preferred logo for the corporate brand. This version of the logo has the tagline “Building Trust on the Internet” beneath it. It should be used on all printed and online marketing materials and advertising. The corporate logo should always be larger than 1.25” in length. Otherwise the tagline “Building Trust on the Internet” is too small to read clearly. The corporate logo can be used on a white background or reversed for dark backgrounds. You can download all ThreatMetrix logos here: http://www.threatmetrix.com/brand/

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ThreatMetrix Brand Identity Guidelines

Our Logo Sans Tagline Logo Usage The sans tagline version of the ThreatMetrix logo can only be used in the following circumstances. When the logo needs to be smaller than 1.25” in length. When the logo is used on materials where the tagline “Building Trust on the Internet” is used in the design as a headline or marketing message. The sans tagline version logo can be used on a white background or reversed for dark backgrounds. You can download all ThreatMetrix logos here: http://www.threatmetrix.com/brand/

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ThreatMetrix Brand Identity Guidelines

Our Logo Logo Options The ThreatMetrix logo has single color options for reproduction on both black and white backgrounds. You can download all ThreatMetrix logos here: http://www.threatmetrix.com/brand/

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ThreatMetrix Brand Identity Guidelines

Our Logo Exclusion Zone The minimum exclusion zone margin for our company logo is based on the dimensions of the “M” in the logo. With all logos, a clear-space of the of the “M” must be maintained on all sides. On all sides, the exclusion zone should be measured from the farthest edge of the logo. No element, other than our tagline, may encroach on this space.

TAGLINE LOGO MINIMUM SIZE 1.25”

STANDARD LOGO MINIMUM SIZE .75”

Minimum Size Tagline logos must not be reproduced at a size smaller than 1.25” in width. Logos without tagline must not be reproduced at a size smaller than .75” in width. You can download all ThreatMetrix logos here: http://www.threatmetrix.com/brand/

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ThreatMetrix Brand Identity Guidelines

Our Logo Incorrect Usage

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We don’t want to come across all doom and gloom, but there is a right way and a wrong way to present our logo. Do not alter the wordmark in any manner. The logo may not be reproduced with effects like: beveled edges, outlines, 3-D effects, glowing edges, drop shadows, etc. The logo may not be skewed or stretched in any fashion. Do not place the logo over any background color other than the dark ThreatMetrix blue or any shade of grey less than 90%.

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ThreatMetrix Brand Identity Guidelines

Colors The corporate color palette includes a light blue and dark blue theme with orange and black used as accents. Color matching standard Pantone® references are included to ensure accuracy when reproducing the palette.

Color Palette / Primary

Color Palette / Secondary

These are our corporate primary colors for our logo, background and headers.

These are secondary colors for accents and supporting graphics.

Also included are the references for CMYK, RGB and HEX values for consistency across different media. Where possible, the logo should be reproduced in the Pantone® color process. Equivalent colors can be composed using the RGB and HEX references included when the logo is to used digitally.

pms cmyk rgb hex #

1585 C 0 : 74 : 100 : 0 243 : 109 : 37 F36D25

pms cmyk rgb hex #

389 C 24 : 0 : 100 : 0 204 : 219 : 42 CCDB2A

pms cmyk rgb hex #

3025 C 100 : 64 : 37 : 20 0 : 79 : 110 004F6E

pms cmyk rgb hex #

7535 C 29 : 26 : 38 : 0 185 : 177 : 157 B9B19D

pms cmyk rgb hex #

7690 C 87 : 49 : 22 : 2.5 29 : 113 : 155 1D719B

pms cmyk rgb hex #

7535 C - 25% 5:5:8:0 238 : 234 : 229 EEEAE5

pms cmyk rgb hex #

Black 6 C 81 : 70 : 59 : 75 18 : 24 : 32 121820

pms cmyk rgb hex #

Cool Grey 10 C 61 : 52 : 48 : 19 101 : 101 : 106 65656A

Gradients cmyk 92 : 69 : 52 : 50 / rgb 18 : 50 : 65 / hex # 123241 cmyk 87 : 49 : 22 : 2.5 / rgb 29 : 113 : 155 / hex # 1D719B

black 90%

black 100% 8

ThreatMetrix Brand Identity Guidelines

Typography Typefaces for Print Our corporate typeface is Gotham for all headlines, titles and subheads. Myriad Pro is our typeface for all body copy. This full font family comes in a range of weights to suit a multitude of purposes. It was optimized for print, web, and mobile interfaces, and has excellent legibility characteristics in its letterforms.

Typefaces for Online When technology allows for it, Gotham should be used in any web applications. Proxima Nova is our Gotham web font replacement The default fall-back corporate font for headlines is Helvetica which should be utilized to ensure acceptable degradation when Gotham or Proxima Nova are unavailable.

Typography Style Headlines and subheads should always be letter spaced minus 25 to 50 to keep them tight. Subheads maybe all capped.

Headline Fonts

Aa

Aa

GOTHAM / BOOK

GOTHAM / BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789

Body Copy Fonts

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789

Aa

Aa

MYRIAD PRO / REGULAR

MYRIAD PRO / BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789

Body copy should be 90% grey and have enough leading (line spacing) to not look cramped. 9

Contact

More Information

ThreatMetrix Inc. 160 W Santa Clara St Suite 1400 San Jose, CA, 95113 Telephone: +1 408 200 5755 Fax: +1 408 200 5799

Download Corporate Logos http://www.threatmetrix.com/brand

© 2014 ThreatMetrix. All rights reserved. ThreatMetrix and the ThreatMetrix logo are trademarks or registered trademarks of ThreatMetrix in the United States and other countries. All other brand, service or product names are trademarks or registered trademarks of their respective companies or owners.