MASTER BRAND GUIDELINES December 2016 | Version 3
Table of Contents
Introduction
Creative Assets
4
23 Colors 26 Supergraphic Treatment 27 Tables 28 Square Corners 29 Typography and Styles 31 Iconography and Infographics 32 Photography 34 Vertical Photography 35 Application Photography 36 Close-up Application Photography 37 Product Feature Photography 38 Product Photography 39 Photography Don’ts
Additional Guidelines and Templates
Messaging 6 Brand Character 7 Brand Characteristics 8 Brand Voice
Logo Guidelines 10 Horizontal and Vertical 11 Variations 13 Improper Usage 15 Clear Space 16 Clear Space Usage 17 Color Background Usage 18 Supergraphic Background Usage 19 Scaling 20 Embroidery and Silkscreening 21 Programs
Privileged and Confidential. Do not copy or distribute.
Copyright and Trademarks 42 Legal Requirements
MASTER BRAND GUIDELINES 2
Introduction The Zebra brand exemplifies our promise to empower our customers to know more about their business and make intelligent, informed decisions. These Zebra Brand Guidelines have been created to provide visual consistency throughout brand communications across various media and applications. For any questions, please refer to the contact information on the last page. For questions about these guidelines please send an email to
[email protected].
Privileged and Confidential. Do not copy or distribute.
MASTER BRAND GUIDELINES 3
Introduction
Additional Zebra Guidelines and Templates Guidelines
Images
• Channel Partner Brand Usage Guidelines • Collateral Brand Template Guidelines (InDesign)
The Zebra Media Library contains vertical market segment, application and product photography.
• Collateral Brand Template Guidelines (Word)
Zebra Employees
• Event Banner Brand Template Guidelines
Log in with your SSO (Single Sign On) credentials.
• Icon Guidelines
Agencies
• Infographics Brand Usage Guidelines
Send an email to
[email protected] for access to the Media Library.
• PartnerConnect Brand Usage Guidelines (Email
[email protected] for access) • Visibility that’s Visionary Brand Usage Guidelines
Templates • Collateral Brand Templates (InDesign) • Collateral Brand Templates (Word) • eDM Templates • Corporate Powerpoint Templates
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MASTER BRAND GUIDELINES 4
Messaging Our brand personality consists of our character, characteristics and voice elements. Together they provide the foundation for our brand and inform all our marketing and communications.
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MASTER BRAND GUIDELINES 5
Messaging
Brand Character This is what we are and what we stand for. It is what defines us. What guides us. And ultimately, what we stake our reputation on. It is what connects our products to a person. Our services to a solution. Our audience to our brand.
We are thought leaders. We are innovators. We are collaborators. We are engineers. We are problem-solvers. We are partners. We believe in possibility. We see where things are going. We build things that other people build on.
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MASTER BRAND GUIDELINES 6
Messaging
Brand Characteristics A brand’s character is made up of many different characteristics or attributes, the sum of which is far more powerful than any single trait. By attaching human characteristics to a brand name, you can humanize a corporation and create an emotional connection with customers.
Zebra is…
Zebra is not…
Innovative
Arrogant
Inquisitive
Naive
Reliable
Complicated
Responsive
Pessimistic
Confident
Hyperbolic
Collaborative
Stale
A Partner
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MASTER BRAND GUIDELINES 7
Messaging Brand Voice
Our voice is our point of view. It is both what we say and how we say it. It has a feeling and an attitude. A sound and a cadence. It is how we present ourselves in a verbal manner. It takes into account the words as much as the delivery. When we have a singular voice, all communication sounds consistent. There is customer recognition, believability and trust.
Zebra’s voice is one of confidence. It is innovative yet practical. Descriptive yet accurate. It doesn’t use jargon or slang It makes the complex simple. It delivers honesty. Above all, it believes in possibility.
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MASTER BRAND GUIDELINES 8
Logo Guidelines
Privileged and Confidential. Do not copy or distribute.
MASTER BRAND GUIDELINES 9
Zebra Logo
Horizontal and Vertical The horizontal Zebra Logo is the preferred version and should be used on all applications where space allows; use the vertical version when the space calls for a vertical treatment or where space is limited.
Horizontal Logo — Preferred Version
Vertical Logo
Zebra Head Symbol
Zebra Logotype
Do not use a color other than black or white for the Zebra Logo.
Do not use the Zebra Head Symbol as a standalone element except as a supergraphic; see Page 26 for information about the supergraphic treatment. Never use the Zebra Logotype as a standalone graphic element.
Do not replace the Zebra Logo with the Visibility that’s Visionary Lockup.
X Visibility that’s Visionary Horizontal Logo
X Privileged and Confidential. Do not copy or distribute.
X Visibility that’s Visionary Vertical Logo
X MASTER BRAND GUIDELINES 10
Zebra Logo Variations Positive
Positive
Use the positive version when placing the Zebra Logo on a white or lighter-valued background.
Reverse
Reverse
Use the reverse version when placing the Zebra Logo on a black or dark background.
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MASTER BRAND GUIDELINES 11
Zebra Logo Variations Color
Color
Use the positive version of the Zebra Logo on lighter-valued colors. Use the reverse version of the Zebra Logo on darker-valued colors.
Photography
Photography
When placing the Zebra Logo on an image background, use a white box behind the positive version of the Zebra Logo. Use a Zebra Dark Gray box behind the Zebra Logo when the image has a lighter value.
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MASTER BRAND GUIDELINES 12
Zebra Logo
Improper Usage
DO
DON’T
DO use an opaque black or white Zebra Logo on a solid color rectangle over an photograph.
DON’T allow the photograph to show through the open space in the Zebra Logo.
X DO use a solid color rectangle with an opaque black or white Zebra Logo over a photograph.
DON’T allow the background photograph to show through the solid color rectangle behind the opaque Zebra Logo.
X Privileged and Confidential. Do not copy or distribute.
MASTER BRAND GUIDELINES 13
Zebra Logo
Improper Usage Improper logo usage impedes brand awareness and recognition. Do not alter, modify, change or use the Zebra Logo in any way other than the specified versions in this document. These examples are just some of the ways that the logo can be improperly used. If you have any questions, please contact Zebra Corporate Marketing by emailing
[email protected].
DON’T change the color of the Logo.
X DON’T add drop shadows or effects.
X DON’T use the Zebra Head Symbol as a standalone element.
X DON’T use other fonts for the Logotype.
X Privileged and Confidential. Do not copy or distribute.
DON’T rotate or use the Logo on an angle.
DON’T scale the Logo disproportionately.
X
X
DON’T alter the size relationship of the Zebra Head Symbol and Logotype.
X DON’T use the Zebra Logotype on its own.
X DON’T use the old Zebra Logo.
X
DON’T change the position of the Zebra Head Symbol and Logotype.
X
DON’T outline or add strokes to the Logo.
X DON’T mix the Logo with old brand illustrations such as the color bar.
X
MASTER BRAND GUIDELINES 14
Zebra Logo Clear Space
Clear space is essential in keeping the Zebra Logo free from other visual elements, logos and clutter.
Horizontal
Horizontal
4X
The accepted clear space for the horizontal version of the Zebra Logo is 4X, where X = the width of the vertical stroke of the B in the Zebra Logotype. Vertical The accepted clear space for the vertical version of the Zebra Logo is 2X, where X = the height of the Zebra Logotype.
Vertical 2X
2X
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MASTER BRAND GUIDELINES 15
Zebra Logo
Clear Space Usage
DO
DON’T
DO position text to maintain the required clear space around the Zebra Logo. See Page 15 for more information.
DON’T violate the clear space guidelines by placing text too close to the Zebra logo.
4X
Idenihillab ipsuntin rest, asimolo to qui remporeprae officil. DO position headline text to maintain the required clear space around the Zebra Logo. See Page 15 for more information.
4X
Nihillab Ipsuntin
DO use the word “Zebra” in the Proxima Nova typeface.
Zebra Nihillab Ipsuntin
Privileged and Confidential. Do not copy or distribute.
X
Idenihillab ipsuntin rest, asimolo to qui remporeprae officil.
DON’T use the Zebra Logo with text in the Proxima Nova typeface.
X X
Nihillab Ipsuntin
DON’T use the Zebra Logotype with text in the Proxima Nova typeface.
Nihillab Ipsuntin
MASTER BRAND GUIDELINES 16
Zebra Logo
Color Background Usage
DO
DON’T
DO place the vertical Zebra Logo on a white or Dark Gray rectangle that bleeds.
DON’T place the vertical Zebra Logo on a square, circle or triangle. Don’t place the vertical Zebra on a rectangle that doesn’t bleed.
XX X X Luptasp Erspienis Ero Ipsani Bea Delibus
Luptasp Erspienis Ero Ipsani Bea Delibus
PARCID MODIONS EQUIAMENT IUMQUASPERAT
PARCID MODIONS EQUIAMENT IUMQUASPERAT
DO place the horizontal Zebra Logo on a white or Dark Gray rectangle that bleeds.
DON’T place the horizontal Zebra Logo on a square, circle or triangle. Don’t place the horizontal Zebra on a rectangle that doesn’t bleed.
XX X X
Luptasp Erspienis Ero Ipsani Bea Delibus PARCID MODIONS EQUIAMENT IUMQUT
Luptasp Erspienis Ero Ipsani Bea Delibus PARCID MODIONS EQUIAMENT IUMQUT
Privileged and Confidential. Do not copy or distribute.
MASTER BRAND GUIDELINES 17
Zebra Logo
Supergraphic Background Usage
DO
DON’T
DO place the Zebra Supergraphic as a background element in your overall design.
DON’T place the Zebra Supergraphic inside a geometric shape.
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• ut wisi enim ad minim veniam quis nostrud exerci tation
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• ullamcorper suscipit lobortis nisl ut aliquip • ex ea commodo consequat • vel eum iriure dolor in hendrerit in
• ullamcorper suscipit lobortis nisl ut aliquip
• vulputate velit esse molestie consequat
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Occaterum Quis Atiur Maximint
• vel illum dolore eu feugiat nulla facilisis at vero • eros et accumsan et iusto odio dignissim qui • blandit praesent luptatum zzril delenit augue • duis dolore te feugait nulla facilisi
Lorem ipsum dolor sit amet consecuer adipiscing dolore magna aliquam. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip exea commodo consequat.
X
• tincidunt ut laoreet dolore magna aliquam erat volutpat
• tincidunt ut laoreet dolore magna aliquam erat volutpat
• vel illum dolore eu feugiat nulla facilisis at vero • eros et accumsan et iusto odio dignissim qui
Aximendae Recon Dis Maximus
X
• blandit praesent luptatum zzril delenit augue
Lorem ipsum dolor sit amet consecuer adipiscing dolore magna aliquam. UT WISI ENIM AD MINIM VENIAM, QUIS NOSTRUD EXERCI TATION ULLAMCORPER SUSCIPIT LOBORTIS NISL UT ALIQUIP EXEA COMMODO CONSEQUAT. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Eumquia velecti dolendae vidis poresequi alicium. Repudiiet iquiatis es vollacc uptatur miliquid.
Privileged and Confidential. Do not copy or distribute.
MASTER BRAND GUIDELINES 18
Zebra Logo Scaling
Minimum Sizes Because of the complex nature of the Zebra Logo, care should be taken to ensure clarity and readability at small sizes in all applications. Follow the guidelines here for the minimum sizing across different media.
Print
H: .75" (19mm) W: .75" (19mm)
Digital
H: 72px
W: 72px
Favicon
16 x 16px
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MASTER BRAND GUIDELINES 19
Zebra Logo
Embroidery and Silkscreening Follow the recommended size shown for embroidering or silkscreening the Zebra Logo; consult with your vendor to determine the ideal size for your application.
Recommended Size
Use the version of the logo that works best in the space available. See page 15 for the required clear space between the Zebra Logo and text. Do not use a color other than black or white for embroidering or silkscreening the Zebra Logo.
H: 2.375" (60mm)
W: 2.75" (70mm)
Minimum Size
H: 1.25" (32mm) W: 1.5" (39mm)
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MASTER BRAND GUIDELINES 20
Zebra Logo Programs
Use the Proxima Nova typeface for Zebra program names. “ZEBRA” can appear in the first or last line of the name. Left align and capitalize all letters in the program name; use Proxima Nova Extrabold for “ZEBRA” and Proxima Nova Light for all other words. Do not use italics in the name. See Page 30 for information about the Proxima Nova font family. If you use a PC and don’t have access to the Proxima Nova font family, contact
[email protected] to have a program logo created for you.
Zebra Name First
ZEBRA INNOVATOR
Construction
ZEBRA SALES FORUM
Construction
Zebra Name Second
ZIP ZEBRA
ZEBRA THE SOURCE
GO ZEBRA
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ACCESS ZEBRA
MASTER BRAND GUIDELINES 21
Creative Assets
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MASTER BRAND GUIDELINES 22
Creative Assets Colors
Main Corporate Colors The colors used to represent the Zebra masterbrand are black and white. For printed materials, consider using rich black for graphic elements with large areas of black to provide a richer appearance.
Accents The three support colors, based on the three primary hues of the color wheel, are bold and bright and provide contrast to the black and white core brand colors. They should be used as accent colors to add interest to internal and external Zebra communications.
Main Black
White
PMS Black C0 M0 Y0 K100 (Rich Black - C70 M35 Y40 K100) R0 G0 B0 Hex #000000
PMS White (Paper Stock) C0 M0 Y0 K0 R255 G255 B255 Hex #FFFFFF
Accents Blue
Red
Yellow
PMS 307C / 641U C100 M10 Y0 K28 R0 G124 B176 Hex #007CB0
PMS 1795 C/U C0 M100 Y99 K4 R237 G28 B36 Hex #ED1C24
PMS 109C / 108U C0 M10 Y100 K0 R255 G210 B0 Hex #FFD200
Use only one color per communications piece to avoid visual clutter and color vibration. Yellow should be used sparingly as an accent color on a dark gray background. Do not use yellow for headline copy in collateral or on a black background.
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MASTER BRAND GUIDELINES 23
Creative Assets Colors Neutrals Six neutral colors have been selected for graphic elements including tables, charts and illustrations. Four of the neutral colors are screens of Zebra Medium Gray.
Neutrals Dark Gray
Medium Gray
PMS 432C / 433U C78 M65 Y53 K44 R51 G62 B71 Hex #333D47
PMS 430 C/U 100% C54 M41 Y38 K4 R126 G134 B140 Hex #7E868C
Screens Medium Gray 80%
Medium Gray 50%
PMS 430 C/U 80% C43 M33 Y31 K3 R148 G152 B157 Hex #94989D
PMS 430 C/U 50% C27 M20 Y19 K2 R182 G185 B188 Hex #B6B9BC
Medium Gray 30%
Medium Gray 15%
PMS 430 C/U 30% C16 M12 Y11 K1 R208 G209 B212 Hex #D0D1D4
PMS 430 C/U 15% C8 M6 Y6 K1 R228 G227 B228 Hex #E4E3E4
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MASTER BRAND GUIDELINES 24
Creative Assets Colors Screens To add color variation and provide differentiation in charts, graphs and diagrams, use screens of the Zebra Medium Gray neutral color and the Blue accent color. Do not use screens for the Zebra Red and Yellow accent colors or the Dark Gray neutral color.
Screens 80%, 50%, 30% and 15% screens can be used with the Zebra Medium Gray neutral color and the Blue accent color.
100% Medium Gray
100% Blue
80%
80%
50%
50%
30%
30%
15%
15%
Shades
Shades
Add 10% black to the three accent colors for color variation. Do not use shades for the neutral colors.
Add 10% black to the accent colors.
X
X
X
Do not use shades for the neutral colors.
100% Blue
100% Red
100% Yellow
SHADE 10% Black
SHADE 10% Black
SHADE 10% Black
Privileged and Confidential. Do not copy or distribute.
Do not screen Zebra Red, Yellow or Dark Gray.
X
X
MASTER BRAND GUIDELINES 25
Creative Assets
Supergraphic Treatment To help reinforce the Zebra brand, the Zebra Head Symbol (without the Zebra Logotype) can be used as a supergraphic. The symbol must be a screened value of the background color; recommended color values are shown here. Do not use the Zebra Head Symbol in a small box; the boxes on this page are used to provide color direction only.
100% Black Background 90% Black Head Symbol
White Background 10% Black Head Symbol
100% Dark Gray Background 80% Dark Gray Head Symbol
100% Medium Gray Background 80% Medium Gray Head Symbol
30% Medium Gray Background 15% Medium Gray Head Symbol
Proper Supergraphic Application 100% Blue Background 80% Blue Head Symbol Privileged and Confidential. Do not copy or distribute.
MASTER BRAND GUIDELINES 26
Creative Assets Tables
At-a-Glance PERNATIUM QUO VOLUPTA
Colors
Information Header Obit et optur, ebisTable eles simwith endis ea de volor Row sitendae nus res doluptatias audae cus susande.
Table header row: Zebra Blue Subhead row: 80% Zebra Medium Gray First body row: 15% Zebra Medium Gray Alternating body row colors: 15% Zebra Medium Gray 30% Zebra Medium Gray Line: Use a 2-point white line to separate cells, vertically and horizontally
Model / Series Nempore que
Do not include a 2-point white line between the blue header row and the first 15% Zebra Medium Gray body row.
Coribusas de Quain Connectivity Numaut Eniam
Print Resolution Doluptat
Print
Language et Ducia
100% Zebra Blue
Qui ut Reptatur de
Max. Print Speed Ulluptatium Aliteau
ZD500™ (RFID optional)
Erchil in Res Natem 4.09" / 104 mmIpsam re doluptatus 1
Linvellam quos aliae 802.11a/b/g/n1 1 Lpiente mo magnihi Dual Radio
Orestor eratur ZPL 203 dpi 300 dpirerro ipsam re Ebis
15% Zebra Medium Gray
6" / 152 mm per second (203 dpi)
/ 102 mm per (300 dpi) doluptatus,4" sequae netsecond optaepe lignis sundus magnihi lloremp orestor eratur modis
GX420™ & GX430™ (The GX420 is available in thermal transfer and direct thermal models; the GX430 is available in a thermal transfer model)
Volum es Endellectia
• Aut haritatiatur 1 1 ratinct iaturitia
4.09" / 104 mm
802.11b/g1
• Quatese quosam ullit • and Estiandam sector GC420™ (Available in thermal transfer direct thermal models)
Do not alternate gray screens if there are only two or three body rows; use either all 15% or all 30% Zebra Medium Gray for every row. A 2-point white line separates the Zebra Blue header row and the 80% Zebra Medium Gray subhead row below it.
Max. Print
Widths Solest
Simoditam Expla
4.09" / 104 mm
• Cus molum que ut • Quatese quosam ullit occulpa doluptatum
GT8002
4.09" / 104 mm
Verisitem Alitia
1
• ipicab ius sundae Estiandam sector
• Cae nonsecust, to
203 dpi (GX420) EPL & ZPL quint, ipsandit inis 300 dpi (GX430) (co-resident)
• Si dolene pero volescil minverata 203 dpi
EPL & ZPL
• Experspero occus, (co-resident) ipid ma ellibusam
Optional feature
2
Not available in North America
30% Zebra Medium Gray
• Consed et dolorias et laboreseque ipsam 4" / 102 mm per second
• Aut haritatiatur
15% Zebra Medium Gray
• Quatese quosam ullit
• Praeped iorias 203 dpi • Bustrum 300 dpi is optional
EPL & ZPL
volor(co-resident)
• Quatese quosam ullit
• Senducia destrum 1
• Experspero occus,
6" / 152 mm per second (GX420) ipid ma ellibusam 4" / 102 mm per second (GX430)
5" / 127 mm per second (203 dpi) • / Aut haritatiatur 4" 102 mm per second (300 dpi)
30% Zebra Medium Gray
• Estiandam sector Quatese quosam ullit
CUSCIENDA DESTIUM
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Qui Luminver Autem
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100% Zebra Blue
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Length for Code 93
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80% Zebra Medium Gray
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15% Zebra Medium Gray
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IP Rating
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zebra technologies
Privileged and Confidential. Do not copy or distribute.
1
MASTER BRAND GUIDELINES 27
Creative Assets Square Corners
The shape of graphic elements reflects the modern look of the Zebra brand. Use square corners for photographs, tables and text or quote boxes for simplicity of appearance.
DO At-a-Glance
At-a-Glance
DON’T
PERNATIUM QUO VOLUPTA
PERNATIUM QUO VOLUPTA
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Do not use rounded corners for graphic elements.
Model / Series
Max. Print Widths
Connectivity
X X
Print Resolution
Print Max. Print Language Model / Series Max. Print Speed Widths
203 dpi 300 dpi
ZPL
ZD500™ (RFID optional)
Connectivity
Print Resolution
Print Language
203 dpi 300 dpi
ZPL
ZD500™ (RFID optional)
4.09" / 104 mm
1
802.11a/b/g/n Dual Radio1
1
6" / 152 mm per second 4.09" / 104 (203mm dpi) 4" / 102 mm per second (300 dpi)
1
802.11a/b/g/n1 Dual Radio1
GX420™ & GX430™ (The GX420 is available in thermal transfer and direct thermal models; the GX430GX420™ is available & GX430™ in a thermal (Thetransfer GX420 model) is available in thermal transfer and direct thermal models; the GX430 is a 4.09" / 104 mm
1
1
802.11b/g1
203 dpi (GX420) 300 dpi (GX430)
EPL & ZPL (co-resident)
203 dpi
EPL & ZPL (co-resident)
GC420™ (Available in thermal transfer and direct thermal models) 4.09" / 104 mm
Nis sint et pratur autem a quate. Apeles enihitis plibeaquis ut eaquo GT8002 inctur solorep udipist, sedis quate si 4.09" / 104 mm doluptam, eturit volo corum rae nos. 1
1 2
6" / 152 mm per second 4.09" / 104 (GX420) mm 4" / 102 mm per second (GX430)
1
1
802.11b/g1
203 dpi (GX420) 300 dpi (GX430)
EPL & ZPL (co-resident)
203 dpi
EPL & ZPL (co-resident)
GC420™ (Available in thermal transfer and direct thermal models)
203 dpi 300 dpi is optional
4" / 102 mm per second 4.09" / 104 mm
Nis sint et pratur autem a quate. Apeles enihitis plibeaquis ut GT8002 eaquo inctur, quate si doluptam, 4.09" / 104 EPL & ZPL 5" / 127 mm per second (203mm dpi) eturit 4" volo corum rae(300 nos. (co-resident) / 102 mm per second dpi)
X X 203 dpi 300 dpi is optional
1
Fic te vent quis dolorro bero con et de dolorro molorem consendit fugiae. Not available in North America
Optional feature
EPL & ZPL (co-resident)
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1
Optional feature
2
Not available in North America
CUSCIENDA DESTIUM
CUSCIENDA DESTIUM
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Ipsanto dipitis Necti amque queeumquid cor utem. assinci llest.
MASTER BRAND GUIDELINES 28
Creative Assets
Typography and Styles Corporate Typeface Arial is the corporate typeface and should be used for company documents, presentations and non-marketing materials. The Arial typeface is pre-licensed on Microsoft Windows® operating systems and widely available for employees to use in a variety of materials. Never add a drop shadow to text.
Arial - Bold
Arial - Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+
Arial - Regular
Arial - Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+
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MASTER BRAND GUIDELINES 29
Creative Assets
Typography and Styles Marketing Typeface Use the Proxima Nova typeface for external marketing materials. Font family: Proxima Nova
Proxima Nova - Extrabold
Proxima Nova - Extrabold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+
Proxima Nova - Bold
Proxima Nova - Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+
Proxima Nova - Regular
Proxima Nova - Regular Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+
Proxima Nova - Light
Proxima Nova - Light Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_+
Never use the Proxima Nova S, Proxima Nova A or any other alternate version of this font family. Font weights: Extrabold, Bold, Regular and Light The most common font weights for Zebra marketing materials are Proxima Nova Bold and Regular: Proxima Nova Bold is often used for headlines, while Proxima Nova is typically used for body text. Use Proxima Nova Light only for the location signature text on the last page of collateral. The Proxima Nova Extrabold font weight is rarely employed; some of the approved applications include web banners and infographics. Do not use Proxima Nova Extrabold in collateral. Use the Proxima Nova Italic fonts only for limited, approved circumstances, including titles of magazines, books, newspapers and academic journals. If “the” is not part of the title do not italicize it; for example, do not italicize the “the” when you refer to “the New York Times.” Do not use the Proxima Nova Italic fonts for emphasis. Never add a drop shadow to text.
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MASTER BRAND GUIDELINES 30
Creative Assets
Iconography and Infographics Iconography Icons are visual symbols that represent a concept without relying on written language. Zebra’s icons reflect the design approach of the corporate brand — minimal, modern and clean. Each icon should have a unique custom design that communicates the subject matter in its most simple form. The Marketing Icon Library .png files and Icon Guidelines for creating new icons are located on the Zebra Media Library; contact
[email protected] for access. Infographics Infographics represent information in a graphic format. They are designed to simplify content and make it more easily understood at a glance. When creating infographics, follow the Infographic Brand Usage Guidelines located on the Zebra Media Library; contact
[email protected] for access.
Our Story
Healthcare on the Move
Zebra’s Mobility solutions enable staff to collaborate and focus on Patient Care.
CLINICIANS ARE HEADED TOWARD GREATER MOBILITY
50
%
%
%
of hospitals support enterprise devices 1
50
of hospitals support personal devices 1
Nurse Call & Alerts
Secure Messaging
Integrated voice and data mobile devices can:
40% of doctors say that mobile devices decrease time spent on administration⁴
25
%
of hospitals support personal and enterprise devices 1
hospitals have deployed VoIP % ofsolutions within their organizations
Patient Record Access
Alarms
of hospitals surveyed will buy or evaluate smartphone technology within the next 18 months 1
21
33
Reliable Voice
2
Privileged and Confidential. Do not copy or distribute.
93% of doctors believe that mobile health apps can improve patient’s health and outcomes⁵
Zebra’s Mobile Computing Devices and Workforce Connect • Improve staff communications • Increase enterprise effectiveness • Simplify workflows
MASTER BRAND GUIDELINES 31
Creative Assets Photography Tone and Feel Photography should show the complexity of the environments in which Zebra operates, while demonstrating how our technology gives our customers visibility, simplifying this complexity. Photos should be professional, clean and natural feeling. Do not use images that look dated or staged, or are of poor quality. Lighting Photos should show a high tonal range, be sharp and high-definition, and appear naturally lit with no stylized lighting or unnatural filters. Image Library The Zebra Media Library contains vertical market, application and product photography. Zebra employees can log into the Media Library with SSO (Single Sign On) credentials; for marketing agency access, send an email to
[email protected].
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MASTER BRAND GUIDELINES 32
Creative Assets Photography People Incorporate images that show people realizing the end-user benefits of Zebra products when possible. People should be captured in action and depict an authentic experience, rather than a staged setting. They also should not appear aware of the camera. Their expressions should convey seriousness about their activities, but not concern or stress, nor should they look overly happy. Consider regional needs when selecting talent for photo shoots. Diversity in representation of our target customer base is required, with authenticity as the primary guideline.
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MASTER BRAND GUIDELINES 33
Creative Assets
Vertical Photography Photography of vertical market segments — such as retail, transportation and logistics, manufacturing and healthcare — typically capture an entire environment for a Zebra application with no main person or product feature, although people may appear in the distance.
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MASTER BRAND GUIDELINES 34
Creative Assets
Application Photography Application photography shows a real-world environment with people using Zebra devices. Photos should feel natural and honest. Avoid staged or contrived images.
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MASTER BRAND GUIDELINES 35
Creative Assets
Close-up Application Photography Application photography shows a real-world environment with a person using a Zebra device or devices. Photos should feel natural and honest. Avoid staged or contrived images.
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MASTER BRAND GUIDELINES 36
Creative Assets
Product Feature Photography Product feature photography showcases a close-up view of a Zebra product being used in a real-world setting. Photos should feel natural and honest. Avoid staged or contrived images.
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MASTER BRAND GUIDELINES 37
Creative Assets
Product Photography Background
With Drop Shadows
Position products on a white background in marketing materials. Do not put products on a background color other than white. See exception below for white products. Drop Shadows If the product typically rests on a surface, include a subtle drop shadow. Do not include drop shadows for products, such as devices or mobile printers, that are wearable or handheld.
No Drop Shadows
Do not include drop shadows on very small product images in tables. Product Photography in Videos Contact
[email protected] for guidance on using Zebra product images in a video.
Background Exception
White Product with 15% Zebra Medium Gray Background
Use a 15% Zebra Medium Gray background behind an outlined white product to differentiate the product from the background.
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MASTER BRAND GUIDELINES 38
Creative Assets
Photography Don’ts The image library has a wide array of photographs, some better for particular purposes than others.
DON’T use photography with staged or unrealistic settings.
DON’T use photography that looks too stylized.
DON’T use overly staged photography.
DON’T use photography that feels busy.
DON’T use photography that’s blurry or uses motion effects.
DON’T use photography with the Zebra path.
Avoid using images that are overly staged or busy, feel unnatural or dated, or that otherwise present Zebra and its products in a negative way. Do not put products on colored or gradient backgrounds.
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MASTER BRAND GUIDELINES 39
Creative Assets
Photography Don’ts DON’T put a color overlay over photography.
DON’T use gradation effects on photography.
DON’T allow photography to show through type box.
DON’T put products on a colored or stylized background.
DON’T DON’T put products on a gradated background.
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DON’T use old product photography.
MASTER BRAND GUIDELINES 40
Copyright and Trademarks
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MASTER BRAND GUIDELINES 41
Copyright and Trademarks
Legal Requirements
Copyright A copyright is a form of protection for original works of authorship that are fixed in a tangible form of expression or a concrete form, such as Zebra collateral and videos. All Zebra external marketing materials must include our copyright language: ©2017 ZIH Corp. and/or its affiliates. All rights reserved.
Trademarks A trademark is typically any word, name, phrase, slogan or symbol (or any combination thereof) that identifies and distinguishes the source of the goods or services of one party from those of another. In most cases, marketing materials with the Zebra Logo, whether created by Zebra, Zebra(R) PartnerConnect program members or other third parties, must include the Zebra Trademark Attribution Statement: ZEBRA and the stylized Zebra head are trademarks of ZIH Corp., registered in many jurisdictions worldwide. All other trademarks are the property of their respective owners.
Requirements for External Materials All printed Zebra-created materials with the Zebra Logo or ZEBRA must include the combined Zebra Copyright Language and Zebra Trademark Attribution Statement. ©2017 ZIH Corp. and/or its affiliates. All rights reserved. ZEBRA and the stylized Zebra head are trademarks of ZIH Corp., registered in many jurisdictions worldwide. All other trademarks are the property of their respective owners. In some cases where room is limited and other trademarks are not included, the last sentence of the Zebra Trademark Attribution Statement can be removed.
Requirements for Internal Materials While it is not required to include the Zebra Copyright Language or Zebra Trademark Attribution Statement for internal materials, it is recommended that you incorporate them when possible.
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MASTER BRAND GUIDELINES 42
Contact Zebra Technologies Corporation 3 Overlook Point Lincolnshire, IL 60069 For questions about these guidelines or to access the design templates, please send an email to
[email protected]
Privileged and Confidential. No unauthorized distribution or copying. ©2016 ZIH Corp and/or its affiliates. All rights reserved. ZEBRA and the stylized Zebra head are trademarks of ZIH Corp., registered in many jurisdictions worldwide. All other trademarks are the property of their respective owners.