Professional Documents
Culture Documents
1 2 3
RSA Brand Foundational Elements RSA Division Identity System RSA Brand Identity System
1.1 The RSA Brand Strategy 2.1 Logotype Standards 3.1 Intro
Brand Concept/Mission Division Logo
3.2 Primary Design Elements
Positioning Basics
Personality Spacing & Size Typography
Address Signature Primary Color Palette
1.2 Architecture Color Specifications Secondary Color Palette
Visual Format
Master Brand Product Brand Logos
Photography Style
Structure Basics
Brand Migration Product Logo Treatments
3.3 Examples
Standalone & Endorsed Brands
Partner Logos
Acquisition Philosophy Advertising & Themed Campaigns
RSA SecurWorld
Transition Guidelines Programs & Events
RSA Secured
Collateral
RSA Secure Ready
1.3 Nomenclature
SECURED BY RSA
3.4 Resources
Company Name
Business Groups 2.3 Typography
RSA Brand Standards
Product and Service Names Division Identity Materials
Winbrook Printing (Stationery)
Exceptions Obtaining Fonts
Branding/Graphics Library
Word Usage
(RSANET Users Only)
1.4 Trademarks
Technology Partners
2.4 Stationery
Governance
Name Treatment System
Primary Usage Rules Typing
Other Companies Letterhead
Third Party Usage Envelope
Trademark List Business cards
1.1
Our brand strategy is a road map for understanding and delivering on our
brand potential. Understanding and articulating our unique capabilities RSA Brand Positioning
and attributes in a consistent manner enables us to increase awareness PASSIONATE
and build loyalty while strengthening the ties customers have to our brand. Positioning is our point of differentiation versus key
The strategic foundational elements of the RSA brand are: competitors. It stakes out a space in a territory AUTHENTIC
where we can credibly deliver quality products,
services or unique benefits that no other
organization can deliver. Positioning guides all
DRIVEN
RSA Brand Concept, Mission & Value Proposition
communications and must be reinforced through
Our brand concept and mission define what we are committed to action, to all audiences, across all business groups DYNAMIC
accomplishing with and for our customers. and in all regions.
Our value proposition further captures our intent: RSA Brand Personality
“RSA solves your most complex and sensitive security challenges for the
The dedicated efforts of RSA employees to drive the company’s success is
enduring protection of your customers, results and reputation, and the
essential to our future. Our customer-centric culture is achieved through
realization of your greatest ambitions.”
the demonstration of our primary brand personality traits, shown in the red
The essence of RSA today is our brand promise. Through our information- block.
centric security approach we ensure that information is always an asset
These key traits should manifest in our behavior and be brought to life in
and never a liability. Our brand promise is communicated externally
the most vital, social and personal way. The actions of each employee will
through our positioning and given dimension through our unique brand
need to support our brand promise at every turn to create a complete
personality attributes.
brand experience for our customers.
1.2
RSA specific offerings are organized under a Master Brand strategy (also
called a monolithic architecture) in which all of the company’s business
units, products and services are branded with the well-known RSA Master
Brand as their primary identifier.
Sub-brands are separate from product brands and are for offerings that are
different from the master brand; they are created to highlight different
features, to appeal to different segments or target different markets, e.g.,
Go ID, eFraudNetwork.
The schematic on the next page shows our current brand architecture.
Exceptions to the recommended application of the Master Brand strategy
must be reviewed and approved by Division Marketing.
1.2
Division Brand
Master Brand
RSA, The Security Division of EMC
Product
Data Solutions Access Solutions Security Management Solutions
Categories
RSA BSAFE® RSA® Access Manager RSA SecurID® RSA enVision™ Platform
RSA® Data Security Manager Smart Rules® RSA® Authentication Manager RSA enVision LogSmart™
® ® ®
RSA Database Security Manager Virtual Business Unit RSA Authentication Agent RSA enVision Event Explorer™
® ® ®
RSA File Security Manager RSA Advanced User Manager RSA Authentication Client RSA enVision™ NAS3500
RSA® Risk Engine RSA® Reporting and Compliance Manager RSA® Authentication Deployment Mgr. RSA enVision™ DAS2000
RSA® Key Management Server RSA® Card Manager RSA SecurID® Authentication Engine
RSA® Key Manager RSA® Consumer Solutions RSA SecurID® Key Generation Toolkit
RSA® Digital Certificate Solution RSA® Adaptive Authentication for Web RSA SecurID® for Microsoft® Windows®
RSA® Certificate Manager RSA® Adaptive Authentication for RSA SecurID® Token for J2ME
RSA® Credential Manager Phone RSA SecurID® Toolbar Token
Product RSA® Anti-Fraud Command Center
Brands RSA® Key Recovery Manager RSA SecurID® Appliance
RSA® Registration Manager RSA® eCommerce Authentication RSA SecurID® Authenticator SID800
®
RSA Secure VPN Solution RSA SecureSuite® RSA SecurID® SID900 Transaction Signing
®
RSA Validation Solution RSA® Transaction Monitoring Authenticator
Co-Brands RSA® Certified Security Professional RSA SecurID® Select RSA Secured® Secured by RSA®
Services RSA® Customer Support RSA SecurCare® RSA® Professional Services RSA® Premium Services RSA® Authentication Service RSA FraudActionSM (4 services)
Channel
RSA SecurWorld™
Program
This table represents brands developed for marketing purposes and is not inclusive of all trademarks. For a complete list of trademarks please go to:
RSA Brand Standards
Strategy Architecture Nomenclature Trademarks
RSA Brand
Division Identity Master Brand Structure Brand Acquisition Transition
Brand identity Migration Philosophy Guidelines
1.2
In recent years, RSA has made numerous strategic acquisitions that enhance When RSA acquires a company, business unit, brand, product line,
our portfolio of products, technologies and solutions. RSA intends to technology or other entity, it is important that a transition strategy be
incorporate acquired brands into the RSA Master Brand architecture at the developed as an integral part of the acquisition and integration plan.
appropriate time in the acquisition transition plan, and to avoid creating new
brands outside the architecture, unless there are compelling business Under the RSA Master Brand strategy acquired brands will be integrated at
reasons to do so. This is a strategic policy intended to capitalize on the some point into the RSA Master Brand architecture to capitalize on the
considerable RSA brand equity and build the power of the master brand. name recognition and reputation inherent in the RSA brand. If there is a
clear business case supported by valid market data, the decision may be
For companies and brands acquired in the future, it is important to develop made at the executive level in conjunction with the business group leader
and implement a transition strategy based on the corporate migration to maintain and support an acquired company or brand as a Standalone
philosophy. The brand migration plan should be developed as part of the Brand or Endorsed Brand. An Endorsed Brand status is often a step in the
due diligence and acquisition integration processes. Specific brand planned migration to the RSA Master Brand. Over a period of time (12-24
migration strategies will be developed in consultation with the business months), the Endorsed brand will evolve into a product or service brand
group leader. Division Marketing can provide information and tools to guide under the RSA Master Brand architecture. Standalone brands most likely
the process of migrating acquired brands to the RSA Master Brand. The will retain their current status, but will be evaluated periodically for
following Acquisition & Transition standards provide general guidance. opportunities for closer alignment with the RSA Master Brand.
1.2
– Define the least number of steps required to make the transition while
minimizing costs and ensuring clarity among customers, channel
partners and employees; and
Each brand-migration plan is unique and will include specific interim steps
and time lines.
1.2
– All executives and front line customer-contact employees should have RSA business cards;
– Temporary RSA signage should be in place at primary site identification points;
– Primary marketing materials (e.g., major brochures, trade show displays, etc.) should adhere to RSA guidelines;
– Primary external-facing materials should be produced in approved RSA formats;
– All former company materials should be removed from public places (e.g., lobbies, bulletin boards, etc.).
– All employees needing business cards should have RSA business cards;
– Permanent facility signage should be installed; all company vehicles should adhere to RSA standards;
– All external-facing materials should be replaced with materials produced to RSA standards;
– All stationery items (letterhead, forms, etc.) should be replaced with materials produced to RSA standards;
– All communications materials should be replaced with materials produced to RSA standards;
– All external and internal websites should be formatted to RSA standards;
– All trade show exhibits should be designed to RSA standards.
– Transition to the RSA Division and Brand Visual Identity System should be completed.
Strategy Architecture Nomenclature Trademarks
RSA Brand
Division Identity
Company Name Business Groups Product & Exceptions
Brand identity Service Names
1.3
The new brand name of the Company is RSA, The Security Division of EMC.
Company Name When referring to the Company in collateral, advertising and other places
where there are no legal requirements, use the brand name RSA, The
The RSA name is known and respected throughout the world, thanks to a Security Division of EMC. Typically, the first time that you reference the
record of achievement that spans decades, and to the company's company in the document, you should reference “RSA, The Security Division
consistent investment in promoting and communicating the RSA brand. of EMC” and then subsequent references should be to just “RSA” (no
Security). The “Security” part of the division brand is being down-played so
To take full advantage of that investment and to continue to build the value there will no longer be a requirement to use “Security” in conjunction with
of the RSA brand, the company has adopted a Master Brand Strategy, RSA when referring to the Company for brand purposes only.
which includes creating consistency in the way the company names its
products, technologies and services, also know as its nomenclature. This If you have any questions concerning the RSA standards or applications,
section details our naming strategy & conventions. See the following contact: Bill Grainge at bgrainge@RSA.com or 781 515 6207.
section 1.5 Trademarks for specific legal requirements and usage
instructions. EMC Corporation maintains separate brand standards, trademarks, and
collateral. If you have questions regarding EMC standards contact Peter
Naming Conventions Popieniuck at Popieniuck_Peter@EMC.com.
The legal name of the Company remains RSA Security Inc. (no comma).
In legal agreements, copyright notices for written documents, notices
referring to the Company as the owner of trademarks, or any other place
where there is a legally required reference to the division entity, the name
to use is RSA Security Inc. Until further notice, the Company’s trademarks
are all to be registered under RSA Security Inc. and RSA Security Inc.
should be listed as the owner in the trademark legend. The Company’s
trademarks will eventually be assigned to EMC. A notice will be provided at
that time. There is no requirement to mention the EMC relationship in
contracts, i.e., RSA Security Inc. can stand alone as the contract guarantor.
1.3
In all cases, the name of a business group must be secondary to the RSA
Business Group Names name. For example, in a brochure, press release or other external
communications, the preferred designation is, “RSA plans to open a new
RSA is the security division of EMC and, therefore, it does not use the term office. The office will house the company’s Data Security operations.” Or,
“division” to officially describe its own operations. RSA operations today “RSA had introduced a new suite of security solutions for small to mid-
are comprised of four strategic business groups. In casual use, any of sized businesses (SMB)” and later in the communications, “The new SMB
these entities may be referred to as a “business group,” “business” or solutions will be added to RSA’s comprehensive portfolio of products and
“operation.” services offered through the Enterprise Solutions business group.”
In most cases, use the name “RSA” alone to identify to external audiences The first reference to the company in external materials should always be
the company and its employees, facilities, products, services and other the word “RSA” alone, or “RSA, The Security Division of EMC”; when
assets. Business group names are an organizational construct and have necessary and desired, a subsequent reference may include the name of
little meaning to people outside the company, are subject to change, and specific business group(s).
can cause confusion among the company’s most important external
audiences. When using the names of RSA business groups in internal or external
communications materials, it’s important that the correct business group
For example, in written text for a brochure, press release or other standard name be used. Because these names are subject to change, there is no
external communications, the preferred designation is, “RSA plans to open “official” list. It is to be expected that the business group leaders will keep
a new office,” “Jane Doe works for RSA,” or “RSA is a leading producer of employees posted on current nomenclature for their groups.
security technologies for developers,” without reference to a specific
business group name. As a signature, “RSA, The Security Division of EMC”
should be also included.
1.3
1.4
RSA products and programs are part of a Master Brand system by which
Governance & Name Treatment each name begins with the word “RSA.” Therefore, the full and proper
trademarks of the products are “RSA SecurID” and “RSA BSAFE”—not
Why Protect Trademarks? “SecurID” and “BSAFE.” This also applies to our other master brands of
“RSA Conference” and “RSA Laboratories”.
The RSA brand is a valuable asset. RSA trademarks are worth millions of
dollars as they are representative of the RSA standard of excellence.
The Master Brand system also applies to key endorsed programs, such
as “RSA SecurWorld” and “RSA Secured”. Usage of abbreviated product
A trademark becomes worthless when it becomes a generic term that
names, without the word “RSA”, dilutes both the trademark protection
identifies a type of product instead of a brand of product. This happens
and the benefits of the Master Brand system.
when the public treats a trademark as the name of a product, instead of a
name of a particular brand of product, e.g., “aspirin”. All trademarks,
The following usage applications are the only exceptions:
including registered trademarks, could become generic terms if used
improperly. Once lost, the trademark cannot be recovered. Exception 1: In references to the RSA branded product or program on the
same page, and where the reference is clear, the “RSA” may be dropped if
RSA is solely responsible for keeping its trademarks from becoming
it is necessary to eliminate redundancy or wordiness. Contact Division
generic terms. This Guide is provided to define the basic rules of using
Marketing with any questions.
RSA trademarks. Please reference this section when preparing any written
materials which include any RSA trademarks. It is important that you Exception 2: The use of more than one RSA BSAFE or RSA SecurID products
protect RSA trademarks by properly using them in all written materials in a sentence or list, for example:
which are distributed to the public. If you have any questions on trademark
usage, please e-mail LegalRequests@rsa.com. A complete list of RSA brand Both Acceptable:
names, including trademarks, may be found at Trademark List.
“The customer purchased the RSA BSAFE® Crypto-C, Cert-C and Cert-J
Protecting the Company and Product Trademarks software products.”
RSA is a wholly owned division of EMC Corporation. This is reflected in the “The customer purchased the RSA BSAFE® Crypto-C, RSA BSAFE Cert-C and
new division logo. When preparing RSA marketing materials, including RSA BSAFE Cert-J software products.”
collateral, sales tools and press materials, you must include trademark
information for the company, products and services. Two types of marks are
used: registered trademarks (®), and trademarks pending registration (™).
There are very specific usage rules regarding official trademark
designations. They should not be applied to product or service names
without Legal approval. See full details in the Trademark section.
1.4
If not used in this way, you risk making a trademark “generic.” A classic Proper use:
example of incorrect use which led to a trademark being unprotectable is Use RSA SecurID® authentication to help secure your business!
“aspirin.” Another familiar example is using the term Xerox as a verb,
“Please xerox this letter.” This has put Xerox at risk of becoming
Never include a trademarked term in a hyphenated phrase.
unprotectable as a trademark.
Improper use:
Improper use of RSA marks may cause the mark to be deemed Secure your e-business with RSA SecurID® authentication–confidently.
“descriptive” and therefore not protectable. For example:
Proper Use:
Improper usage: RSA BSAFE® Crypto-C is a world leading cryptography Confidently secure your e-business with RSA SecurID® authentication.
component.
Proper usage: RSA BSAFE® Crypto-C software is a world leading Capitalize trademarks as they appear on the Trademark List.
cryptography component.
Be especially aware of unusual capitalization, as in the following
® examples: RSA BSAFE® RSA SecurID®
In the above example of proper usage, RSA BSAFE Crypto-C includes a
noun, “software”. Other proper usage examples are:
RSA SecurID “authentication”, “product” or “solution.” Do not abbreviate a trademarked term unless the abbreviation is also a
trademarked term. For example:
RSA BSAFE “encryption”, “software” or “product.”
Improper use:
In summary, a described word (a noun) must follow any trademark that Authentication Manager is a trusted name in e-security.
does not end in a common word or phrase, but is unique to RSA. The
descriptive product names end in un-trademarked nouns, e.g., RSA® Proper use:
Authentication Manager. Therefore, these names do not require an RSA® Authentication Manager is a trusted name in e-security.
additional noun because the described noun has become part of the name.
(Authentication Manager is the noun described by the trademark RSA.)
Note: The RSA division name is an exception to this rule and can be used
as a proper noun when referring to the company in text (e.g., RSA is a
leader in the field of cryptography).
1.4
Never combine the RSA company name or product names with other The Use of “RSA®” by Third Parties
company names or their products. For example, with the MultiPrime name,
you cannot say RSA MultiPrime. However, you may say, “RSA BSAFE® RSA owns the trademark “RSA®” for use in connection with its software
products incorporate MultiPrime technology” or “RSA and MultiPrime…” products, services and data security conference. However, the term “RSA”
Also, in the case of MultiPrime, the following legend must be included in may be used by third parties to describe the encryption algorithm invented
any promotional literature, presentations, etc., when making reference to by Professors Rivest, Shamir and Adelman. A third party may claim that
the MultiPrime technology, which RSA has licensed from Compaq Computer their product incorporates the RSA® algorithm, but cannot imply RSA is the
Corporation: source of their product.
1.4
Registration Symbol
Trademark List The letter R within a circle–®–is a symbol signifying federal trademark
registration. The federal registration symbol is used once a submitted mark
Registered Trademarks (®) (a trademark or service mark) is actually registered with the U.S. Patent
For a complete list of current trademarks, see the RSA Trademark List. For and Trademark Office. Even though an application for registration may be
questions regarding collateral being developed for a specific country and pending, a registration symbol may not be used before a mark has actually
not for general use, please contact LegalRequests@rsa.com for a list of become registered. The registration symbol is typically superscripted to the
registered marks in other countries. An attribution notice should be added right of the last letter of the mark.
at the end of the document where a registered trademark is used, e.g,
Trademark (™) and Service Mark (SM) Symbols
SecurID is a registered trademark of RSA Security Inc. Note that only the
trademarked name is referenced, e.g., SecurID and not RSA SecurID. Trademark and Service Mark symbols usually indicate that a party claims
rights to a mark. These symbols are often used by a party before a federal
Trademarks Pending Registration (™) registration is issued. There are no federal regulations governing the use of
Marks that are in the process of being registered should carry the these symbols or designations, however, their use may be governed by
trademark designation (™) in the following format: Transaction Authority™ local, state or foreign laws. The TM or SM symbol is typically superscripted
The following Attribution Notice needs to be added at the end of the to the right of the last letter of the mark. These marks are commonly
document where a trademarked products is referenced: Transaction referred to as common law trademarks.
Authority is a trademark of RSA, The Security Division of EMC
Attribution Notice
Trademark Glossary Is a notice that identifies the registered owner of a mark. It is typically
found at the bottom of the page on which a mark is used.
Trademark
A trademark includes any word, name, symbol, device or any such Common Law Trademarks
combination used, or intended to be used, in commerce to identify
Refers to a non-federally registered mark commonly identified by a TM or
and distinguish the goods of one manufacturer or seller from goods
SM symbol.
manufactured or sold by others and to indicate the source of the goods.
In short, a trademark is a brand name. Mark Use in Commerce
Use of a mark in commerce including use in presentations, print materials,
Service Mark
books, marketing materials, advertisements, external Web sites, etc.
A service mark is any word, name, symbol, device, or any such combination
used, or intended to be used, in commerce to identify and distinguish the
services of one provider from services provided by others, and to indicate
the source of the services.
Proportions
Division Logo The proportions of the notched red rectangle that carries the letters RSA
(called the “brick”) are 2:1. The width of the brick is equal to twice its
These identity standards have been developed to explain the components
height.
of the RSA division identity and provide guidelines to those responsible for
implementation. The proportions of the RSA logo grid are 2:1, meaning that the width of
the brick is twice its height. For the purposes of the grid, the basic unit of
The items available to reproduce the RSA identity elements include digital
measurement is 1, where 1 equals the width of the brick, and 0.5 equals
files containing the RSA division logo and key product logos: RSA SecurID®,
its height. All margins and columns are multiples of these values. For
RSA BSAFE®, RSA SecurWorld™ and RSA Secured® partner brands. These
example, on letterheads the margins are equal to 1 unit, while on business
brands, plus executive and product photography files, can be located on
cards they are equal to 0.5 units. (The difference is due to the relative sizes
the division web site at: RSA Brand Standards.
of the applications.) When placed on the page with division information
(as in stationery) the depth of the brick is always equal to the depth of
Requirements
three lines of text. The fourth line of text, if there is one, always sits on the
The RSA division logo is the primary visual identifier of our brand and same baseline as that of the words “The Security Division of EMC”.
should accompany all division and product communications. Our logo is
like a personal sign-off. Never recreate, alter or distort the logo in any way.
The words “The Security Division of EMC” are an integral part of the logo
and should not be altered or moved from the correct position shown. The
registration mark is also part of the logo and should not be removed. 1.0
.5 .125 .1875
.25
.5
.125
.125
.125
baseline
Logotype Typography Stationery
RSA Brand
Division Identity Division Logo Product Brand Logos Sub-brand logo Partner Logos
Brand Identity
2.1 Basics Spacing & Size Address Signature Color Specifications
Clear Space
25 mm
Clear space is the area surrounding the logo and should be kept visually
clean. To ensure legibility, the logo should always have a minimal amount
of clear space as demonstrated here. This area around the logo should be Appropriate for print use
free of text, graphics and borders, except in those cases where the logo is
overprinted on an image.
Size
The division logo is used in two sizes for print purposes. These
measurements refer to the brick and not to the width of the identifying text 20 mm
below it: 20 mm and 25 mm in width; for online use the recommended size
of the brick is 75 pixels in width. Because the power of the brand is Appropriate for print use
enhanced by uniform usage, avoid modifying the RSA logo with custom
treatments such as additional lines, graphics, clip art or special effects
such as halos or drop shadows.
The division signature consists of the logo in 15mm width with both Ireland
and U.S. legal names and urls only. This information provides legal Recommended size for online use
protections. If other contact information is needed, please place it below
the division signature or in another area and do not alter the relationship
between the logo and the address information.
baseline
Color Specifications
Color plays an important role in communicating our brand, and the color red Correct and Incorrect Color and Black & White Application
has always been associated with RSA. It is a potent aspect of the RSA brand
personality and within the industry RSA is known to “own” the color red.
Correct Usage Incorrect Usage
The official colors of the RSA logo and product logo identities are red The letters “RSA” should not appear as
(Pantone 485 Coated) and black (Pantone Black Coated). The color chart Preferred for color applications black on a red brick
indicates the colors by their Pantone Matching System (PMS) number, along
with a corresponding formula for four-color process printing (CMYK), and a
formula for electronic reproduction(RGB). The Security Division of EMC The Security Division of EMC
PMS 485 coated (C) Preferred for black & white The brick should always appear
applications as a solid color, not outlined
Pantone Black coated The Security Division of EMC
Note that the words “The Security Division of EMC” are never used in Product Logo Treatments
product logos. The product logos did not change as a result of the
The product name is rendered in Frutiger Bold 65 and arranged on one or
acquisition by EMC. However, the full division logo should appear at least
two lines, depending on the length of the name (see examples). The
once, on either the front or back cover of product-branded materials.
descriptive product logo treatments are used only in the product interfaces
All new product names must be approved by Division Marketing in or on the product packaging and are not to be used in presentations,
conjunction with the legal department, product management and executive collateral, advertising or in any other place where the division logo is more
management. appropriate or already in place. For this reason, these logos are not posted.
In these uses, the descriptive name should be rendered in type only with a
Important Notes registered trademark(®) after RSA. If you have a need for one of these
treatments, please contact Division Marketing. The descriptive names are
The SecurID and BSAFE product names are registered trademarks in their
not trademarked; only RSA is a trademark in the case of these names.
own right; therefore, in their logo treatments the registration mark is found
after the product name. The registration mark is part of the logo and
should not be removed. For descriptive product names, the name in itself
Treatment 1: Registered product name logos
is not a registered mark—therefore the registration mark is attached to the
RSA brick because of its registered status.
Additionally, product and other RSA logo graphics should not be used as
part of a sentence structure. RSA division and product logos are intended
to be discrete graphic element which identify the company or product
consistently, not as substitutes for text names in sentences.
Logotype Typography Stationery
RSA Brand
Division Identity Division Logo Product Brand Logos Sub-brand logo Partner Logos
Brand Identity
2.1 RSA SecurWorld RSA Secured RSA SecurID Ready RSA FraudAction Secured by RSA
Partner Logos
The RSA SecurWorld™ program logo follows the same guidelines as the
trademarked product brands.
– The mark must always be visually linked with the RSA brick and may not
be separated from it.
– The product name sits on the same baseline as the letters RSA, and is
the same distance from the outside edge of the brick as the letter “A” is
from the inside edge.
High and low resolution downloadable files of the RSA SecurWorld logo and
the RSA SecurWorld partner level logos may be found at
RSA Brand Standards
The official colors of the RSA SecurWorld logo are red (Pantone 485 Coated)
and black (Pantone Black Coated). The color chart indicates the colors by
Web-safe &
their Pantone Matching System (PMS) number, along with a corresponding RSA Color Pantone CMYK RGB Hex Values
formula for four-color process printing (CMYK) and a formula for electronic R255 G0 B0
485C C0 M100 Y100 K0 R255 G0 B0
reproduction (RGB). FE000C
R0 B0 B0
Always refer to the program as the RSA SecurWorld™ program (see section 1 BlackC K100 R0 G0 B0
000000
on nomenclature). Also note the legal restrictions on the use of the word R255 G255 B255
White R255 G255 B255
partner (see section 3b). The SecurWorld mark is a trademark of RSA FFFFFF
Security Inc. For permission to use the RSA SecurWorld logo or the RSA
SecurWorld level logos please e-mail your request to securworld@rsa.com.
In lieu of the color listed on this page, you may use the PANTONE® colors cited, the standards for which
Please indicate in your mail how you want to use the logo. Your local RSA can be found in the current edition of the PANTONE formula guide. The color shown on this page and
SecurWorld representative should also review your proposed use in its throughout this guide have not been evaluated by Pantone, Inc. for accuracy and may not match the
PANTONE Color Standards. Consult current PANTONE publications for accurate color.
initial design stages. PANTONE is the property of Pantone, Inc.
Logotype Typography Stationery
RSA Brand
Division Identity Division Logo Product Brand Logos Sub-brand logo Partner Logos
Brand Identity
2.1 RSA SecurWorld RSA Secured RSA SecurID Ready RSA FraudAction Secured by RSA
Correct and Incorrect Color and Black & White Application RSA SecurWorld™ partner level logos
The guidelines for correct and incorrect usage of the RSA SecurWorld
partner level logos are the same as for the RSA SecurWorld logo.
The brick should always appear
Preferred for black & white applications as a solid color, not outlined
The RSA Secured® logo has been designed to accommodate usage under
Correct Usage Incorrect Usage
many different conditions. The examples on the following page cover all
permissible formats. The logo should not be used in any way that is not Preferred for color applications The letters “RSA” should not
depicted. Should you have any questions, please visit Technology Partners. appear as black on a red brick
The official colors of the RSA Secured brand are red (Pantone 485 Coated &
Uncoated) and black (Pantone Black Coated). The color chart indicates the
colors by their Pantone Matching System (PMS) number, along with a
corresponding formula for four-color process printing (CMYK) and a formula
for electronic reproduction (RGB).
Preferred for black & white In black & white applications the
applications logo square must be outlined in
Web-safe & black. The elements may not “float”
RSA Color Pantone CMYK RGB Hex Values
R255 G0 B0
485C C0 M100 Y100 K0 R255 G0 B0
FE000C
R0 B0 B0
BlackC K100 R0 G0 B0
000000
R255 G255 B255
White R255 G255 B255
FFFFFF
Preferred for black & white “Reversing out” is not acceptable for
applications on black backgrounds applications on black backgrounds
In lieu of the color listed on this page, you may use the PANTONE® colors cited, the standards for which
can be found in the current edition of the PANTONE formula guide. The color shown on this page and
throughout this guide have not been evaluated by Pantone, Inc. for accuracy and may not match the
PANTONE Color Standards. Consult current PANTONE publications for accurate color.
PANTONE is the property of Pantone, Inc.
Logotype Typography Stationery
RSA Brand
Division Identity Division Logo Product Brand Logos Sub-brand logo Partner Logos
Brand Identity
2.1 RSA SecurWorld RSA Secured RSA SecurID Ready RSA FraudAction Secured by RSA
RSA Secured® Strategic Partner program logo RSA Secured logo standards
The RSA Secured® logo was created for use by RSA Secured Use the RSA Secured logo without any modifications: use it at the original
Partners–product vendors who license RSA BSAFE® technology, or whose proportions, and without altering its color, brightness or contrast.
hardware or software products are certified and compatible with other RSA
products. The minimum logo size is 20mm in width. Because the power of the brand
is enhanced by uniform usage, avoid modifying the RSA Secured logo with
For vendors whose products are certified by RSA to be interoperable with custom treatments such as additional lines, graphics, clip art or special
RSA SecurID® products, all packaging and promotional materials for these effects such as halos or drop shadows. Other guidelines:
products may include the RSA Secured logo in conjunction with the term
“RSA SecurID Ready” in textual descriptions. – The logo should not be “embossed” into a photographic background.
RSA SecurID Ready logo For logo files, contact the RSA Secured partnership group at RSA division
headquarters.
The RSA Secured for Authenticators Program is a technology partners
program. The RSA SecurID Ready logo represents that the partner offers
The logo is to be seen only as a third-party mark that indicates the security
a certified product that can function as an RSA SecurID authentication
features or status of the customer’s web site or product. Therefore the
device. Partners entitled to use this logo have passed RSA Secured
following restrictions apply to use:
certification specifically for this purpose. The logo is to be used only by
partners designated as RSA SecurID Ready partners. It is designed to be – The logo may not be enclosed by the customer’s logo or other art
displayed in splash screens, user interfaces and on the packaging of the work so as to appear to be part of the customer’s logo.
technology partner’s product.
– The logo may be placed adjacent to the customer’s logo or other artwork
The program designator “Ready” is rendered in Frutiger Bold 65, at 57% of as long as there is sufficient space between the two logos.
the product family brand “SecurID” name and is positioned with the cap
height of the sub name on the base line of the brick, left justified with the Sufficient space on a web page is defined as 20 pixels in any direction from
product name. The logo follows the same rules as the RSA product logos. the outer edges of the RSA SecurID Ready logo. Sufficient space in print is
(see section 2.1). It may not be altered from the correct form seen here. defined as .5 inches in any direction from the outer edges of the logo.
ABC ABC
Firewall
Firewall
One One
20 pixels
Logotype Typography Stationery
RSA Brand
Division Identity Division Logo Product Brand Logos Sub-brand logo Partner Logos
Brand Identity
RSA SecurWorld RSA Secured RSA SecurID Ready RSA FraudAction Secured by RSA
2.1
1. The logo may not be enclosed by the customer’s logo or other artwork so FraudAction should always appear in the
as to appear to be part of the customer’s logo. same proportions and relationship to
the RSA notched rectangle
2. The logo may be placed adjacent to the customers logo or other artwork
as long as there is sufficient empty (white) space between the two
logos. Sufficient space online is defined as 20 pixels in any direction
from the outer edges of the RSA FraudActionSM logo.
The Customer is hereby authorized to embed the following hyperlink within Correct Usage Incorrect Usage
the logo in order to redirect web traffic to the following webpage: Do not combine with another logo
http://www.rsa.com/node.aspx?id=3020 RSA reserves the right to change
the URL from time to time and/or, in its sole discretion, revoke the right of
the Customer to include a hyperlink to any RSA operated website.
20 pixels
Logotype Typography Stationery
RSA Brand
Division Identity Division Logo Product Brand Logos Sub-brand logo Partner Logos
Brand Identity
2.1 RSA SecurWorld RSA Secured RSA SecurID Ready RSA FraudAction Secured by RSA
the division logo or for use in locations other than the web pages or
promotional material of companies who have purchased RSA Adaptive
Authentication. Nor is the SECURED BY RSA mark to be used as a substitute
75 pixels
for the division logo in places where the RSA division logo is appropriate.
This logo is not posted. Logo files may be obtained by contacting the RSA Do not alter the layout
rectangle.
SECURED BY
The words “The Security Division of EMC” are not part of the SECURED BY
RSA logo. The division logo, which includes the word “The Security Division
of EMC”, is a separate mark; the two logos may not be combined.
– The logo may not be enclosed by the customer’s logo or other artwork so
as to appear to be part of the customer’s logo. Do not combine with another logo
– The logo may be placed adjacent to the customer’s logo or other artwork
as long as there is sufficient empty (white) space between the two logos. ABCInc.
ABC Inc.
Sufficient space online is defined as 20 pixels in any direction from the SECURED BY
Stationery System
The RSA Division stationery system in the U.S. consists of eight identity
pieces: 9x12 and 10x13 envelopes, #10 business envelope, A6 notecard,
U.S. standard business card, U.S. standard letterhead and second page,
and notecard. These pieces incorporate the division logo and other identity
information appropriate to the particular form. The font used for the
identity is Frutiger 65 (bold).
Great brands are not born–they are built…one step at a time, over many The other building blocks of our
years, by many people, and through many interactions. That is why creating new brand design include a strong
a consistent brand experience for our customers is critical for our success. use of our equity “red brick” in a
new, fresh manner to create focus Top Five Building
Customers first experience the RSA brand through our brand identity–the
for our key messages; an Blocks of the Brand
look and feel of our communications–which can influence how they
perceive our brand in the marketplace. Our brand communications are a
extended color palette that Identity
enhances the heritage of the RSA
critical factor in creating a consistent RSA experience. The elements of the
red; clean typography that 1. The RSA security
RSA brand design–such as look, feel, style and voice–bring the RSA brand
enhances readability; and division logo
personality to life. They help convey that we are passionate, authentic,
proprietary imagery through a
driven, dynamic and inventive. We are a leader. The manner in which we 2. Typography
unique photography style that
uniquely combine all the various design elements within our brand identity
visually tells a powerful story 3. The color palette
system are supportive of the powerful opportunities that the RSA brand
about our leading technologies
brings to every customer.
and the possibilities they enable. 4. Dual-pane photography
Many Customers. Many Messages. Many Solutions. One Focus. framework
Taken together, the new graphic
Our strengths, our strategies, our skills are perfectly aligned with the most elements help convey our unique 5. Translucent “brick”
critical need of a wide range of businesses and consumers across the message and confident outlook in
globe–to secure information and provide customers with confidence that a fresh, contemporary visual
their assets, brands and end-users are protected. No one is more uniquely language that supports the new
positioned than RSA to secure both the data and those who access it–and, RSA brand. The guidelines herein provide a framework for developing,
by doing so, help customers discover new business opportunities and designing and producing communications materials that will reflect our
open up new opportunities for innovation. desired image, while providing flexibility to respond to particular needs
and production criteria. Your support of these design standards ensure
The new look and feel of our communications–our brand identity–visually
that the RSA brand is communicated effectively.
supports our brand promise of ensuring that information is always an
asset. Our new brand identity design system utilizes a graphical device to
visually bring together the ideas of technology, security and business
enablement in a simple yet powerful manner. This approach has a high
level of flexibility and latitude for it can visually communicate an over-
arching idea about our company and the products and solutions we offer,
while focusing in on a wide range of situations, stories or customer needs
through the selected imagery.
Obtaining Fonts
Typography EMC has bought a corporate license to use the Meta family. Those fonts
may be obtained from Bill Grainge in Division Marketing. The online type
A core element of the RSA brand's visual personality is typography.
standard for RSA is Arial, which comes pre-licensed on Microsoft Windows®
Consistent use of typography makes all of our communications more
operating systems.
cohesive and effective.
Meta is the designated font for the RSA brand: it is modern, clean, and
differentiated from other security firms. It is also the designated font for
EMC, providing added synergies and corporate unity. The Meta fonts that
are used in RSA materials branding are the following:
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
Meta Medium Roman
ABCDEFGHIJKLMNOPQUSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
Meta Bold Roman
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstvwxyz1234567890
In applications such as Microsoft® Word, PowerPoint® and programs with
restrictive font sets, Arial is an acceptable alternative type. Let legibility be
your guide in terms of point size, column width, reversing type, or
overprinting on images, etc.
Tertiary Colors
Web-safe &
RSA Color Pantone® CMYK RGB Hex Values R204 G204 B153
452C C24 M18 Y42 K0 R194 G189 B133
C2BD85
R255 G0 B0
485C C0 M100 Y100 K0 R255 G0 B0 R102 G153 B153
FE000C 5425C C30 M4 Y0 K31 R124 G150 B161
7B96A1
R0 B0 B0
BlackC K100 R0 G0 B0 R153 G204 B153
000000 5565C C30 M0 Y24 K26 R133 G167 B137
85A789
R255 G255 B255
White R255 G255 B255 R204 G204 B204
FFFFFF 428C C12 M6 Y5 K12 R195 G200 B200
C3C8C8
R153 G102 B51
4645C C0 M37 Y68 K28 R183 G116 B48
B87430
R153 G153 B102
5773C C9 M0 Y43 K38 R44 G152 B89
In lieu of the color listed on this page, you may use the PANTONE colors cited, the standards for which 909859
can be found in the current edition of the PANTONE formula guide. The color shown on this page and
throughout this guide have not been evaluated by Pantone, Inc. for accuracy and may not match the R153 G153 B204
PANTONE Color Standards. Consult current PANTONE Publications for accurate color. 535C C42 M27 Y7 K0 R148 G157 B189
949DBD
PANTONE is a trademark of Pantone, Inc.
R102 G153 B153
5493C C43 M0 Y14 K21 R115 G167 B159
73A79F
Introduction Primary Elements Examples Resources
RSA Brand
Division Identity Typography Color Palette Visual Format Photography Style
Brand Identity
3.2
The presentation of competence and vision through a visual framework Web-safe &
achieves a dynamic brand gestalt. The two concepts are best captured in a RSA Color Pantone® CMYK RGB Hex Values
dual-pane, side-by-side graphical approach. 485C C0 M100 Y91 K0 R255 G0 B0
R255 G0 B0
FE000C
Introduction Primary Elements Examples Resources
RSA Brand
Division Identity Typography Color Palette Visual Format Photography Style
Brand Identity
3.2
We have created a unique style of photography. Our technology images are Dual-pane photography
visually interesting and try to convey unusual points of view or ideas used with the translucent
beyond the literal. Our “people and places” photographs capture the end- brick for a vertical market-
benefit of technology and signal the benefits and emotional aspects brochure cover. The credit
derived from our solutions. card image is considered
“techno-abstract” and the
Branding/Graphics Library shopper’s image is a sam-
We have commissioned all the photos available in the Branding/Graphics ple beneficiary of our
Library, and therefore, own the rights to use them in all of our applications. solutions, in this case
We will be adding to this library over time. credit card security
through PCI compliance.
For many applications, a juxtaposition of select photographs from our
Branding/Graphics Library may be effective, as you can see in the
examples in the next section. The images in the Branding/Graphics Library
selections should cover most communication situations.
Introduction Primary Elements Examples Resources
RSA Brand
Division Identity Advertising & Programs & Collateral
Brand Identity Themed Campaigns Events
3.3
The examples show how our new brand identity can be translated to an ad
or to an online direct marketing promotional campaign. While single
examples cannot possibly cover the wide entire range of communications
we employ, they can provide you a sense of how to create 'in brand'
communications.
Direct mail
3.3
3.3
3.3
Collateral Architecture
Collateral Specifications Target Audience
Tier 1–Division
Singular • Thought leadership Unique designs, e.g., Vantage magazine – produced exclusively by Division marketing. CEO, COO, CFO, Board members
Designs • Division backgrounder
• Division PowerPoint®(s)
• Division Folder
Overview • Vertical Solutions or 7x10” (150x210mm) 8,12, 16 or 20 pages of content; 300 words/page maximum. These CIO, CTO, CSO, CSIO, CPO (privacy)
Brochure Business Unit Overviews are high-level overview pieces; allow for 3-5 pages of photography and other art (i.e.,
subtract word count); perfect bound, usually printed by divisional marcom.
Solution • Business Solutions 7.25x10.5” (184x267mm) 2,12, or 10 pages of content; 500 words/page. These are prod- VP of IT, VP of IS, VP of Architecture,
Brief • Technical Solutions uct/solution pieces; the content should describe RSA or RSA/partner product solutions. VP/LOB Directors
Photography for these pieces is specific to the solution where possible. If there are
tables or illustrations, word content must be subtracted. Saddlestitch bound, both off-
Tier 2–Capabilities
Case Study Stories relating to individual 8.268x11” (210x280mm); 2 pages (2 sides of a single sheet) of content; 500 Director of IT, Director of IS, Director
customers’ use of words/page. These are capability pieces: the content should describe how RSA solved a of Infrastructure, Director of Fraud
RSA products security problem for a named customer. Each must have a 50-100 word side bar describ- Prevention, eBusiness Director
ing how RSA accelerated the customer’s business. Primarily distributed as PDF.
White Paper Industry issues or general 8.268x11” (210x280 mm); 6, 10, 14 or 18 pages of content, 500 words/page. These are Director of IT, Director of IS, Director
technology trends thought leadership pieces; the content should be limited to discussion of industry of Infrastructure, Director of Fraud
issues in a non-RSA-centric manner, white papers are NOT product pieces. Primarily dis- Prevention, eBusiness Director,
tributed as PDF. VP/LOB Dir.
Analyst Brief Analyst/internal reports Distributed as PDF in original analyst-supplied format through Sales Portal only. Director of IT, IS, Infrastructure, Fraud
on industry trends Prevention, eBusiness, VP/LOB Dir.
Product Product description sold as 8.268x11” (210x280 mm); 2 or 4 pages of content (two is standard), 500 words/page IT, help desk, security, desktop, net-
Data Sheet a discreet unit with a SKU maximum. Content should be limited to a brief discussion of the features, benefits and work, WAN/LAN security, risk
number technical specs of a single product. Messages about interaction with other products mgmnt., security architect, developer
may be included, but kept brief. Both offset- and digitally printed.
Guides PS guide to analyzing/ 8.268x11” (210x280 mm); 6, 10, 14 or 18 pages of content, 500 words/page. Primarily Dir. of IT, IS, Infrastructure, IT Manager;
Tier 3–Products & Technologies
Service Global Services Marketing 8.268” x 11 (210x280mm); 2 pages (2 sides of a single sheet) of content; 500 IT, help desk, security, desktop, net-
Data Sheet (Professional Services) serv- words/page. Content should describe how Global Services can solve security prob- work, WAN/LAN security, risk
ice data sheet lems. Primarily distributed as PDF. mgmnt., security architect, developer
Partner Technology partner data 8.5 x 11” (210x280mm); 2 pages (2 sides of a single sheet) of content. Created and IT, help desk, security, desktop, net-
Tech. Brief sheets that describe joint managed by the RSA Secured technology partner program manager. work, WAN/LAN security, risk
solutions in technical terms. mgmnt., security architect, developer
Quick Ref. Product/market overviews 8.5 x 4.25” (210x105 mm) folded; 4, 6 or 8 panels of content, 250 words/panel maxi- Internal audiences ONLY
Guides mum. These are quick reference guides for selling; the content should be limited to
product features, target customers, F.A.Qs and anything helpful for identifying
prospects. Digitally printed.
Introduction Primary Elements Examples Resources
RSA Brand
Division Identity Advertising & Programs & Collateral
Brand Identity Themed Campaigns Events
3.3
Division backgrounder
PowerPoint® template
Vantage Magazine
3.3
Collateral in this category is more specific than Tier 1 and communicates Tier 3 collateral provides technical or educational information about a
specific information about particular brands, products, services and particular product, service or solution to help customers make more
integrated solutions. It answers the question, “what does RSA offer?” informed buying decisions or to enhance their purchases of RSA solutions.
Messaging is benefit-oriented. It answers the question, “How do I order, specify, use or optimize RSA
solutions?” Messaging is technically based and application-specific.
Materials that would be categorized as Tier 2 include business group
brochures, solution briefs, case studies, as well as white papers. Examples Materials that would be categorized as Tier 3 include product data sheets,
here demonstrate the application of the new brand style. technical guides, service descriptions, and partner technical briefs. The
examples demonstrate the application of the new brand style.
White paper
Product data sheet
Solution brief