Brand Style Guide and Division Identity Standards

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Welcome to the new RSA Brand Guide
Today, all over the globe, we are collaborating with customers to address their most pressing concerns with advanced security products and solutions—and to bring those innovations to market at a quality level that surpasses the competition. This document represents another opportunity to further strengthen our reputation and image in the marketplace. More than a list of rules about where to put our new signature or what typeface to use in presentations, this is a guide that will help bring the RSA brand to life. Effectively managing our brand equity across all our marketing communications, against every customer touch point and within different regions, requires extraordinary consistency in the way we communicate. Thus, our new branding initiative begins with an understanding of our core strategy, dedication to the consistent implementation of that strategy, and discipline to manage and maintain the RSA brand value over time. The information contained herein will guide you in making the right decisions that build and protect our brand assets. You’ll find a wealth of information about logos, colors, grids and

photography–the external manifestations of our brand. However, expressing the spirit of the RSA brand is up to you. Selecting the most appropriate photographs, crafting the right words, and putting customers first will take careful thought, imagination and dedication to our brand values. We know you will succeed, because when everyone brings the brand alive at every customer touch point, it will set us apart, and ultimately, secure our market position as the premier provider of security solutions for business acceleration, and the best and only choice for information-centric security. While this guide is intended to be as comprehensive as possible, not every scenario can be taken into account. It will be updated periodically to reflect changes to standards and new issues as they arise. Please refer your agencies and production partners to this document as a resource. Any questions should be directed to Division Marketing. Thank you for helping to set the RSA brand apart. The RSA Brand Team

The Security Division of EMC

Letter from the President

This is our moment.
Never before in our proud 27 year history have the forces of commerce, society and business come together to create a new world of possibilities–for RSA, our employees, our investors, our partners and, most importantly, our customers. We are the global leader in providing innovative security solutions for business acceleration. We help the world’s leading companies solve their most complex and sensitive security challenges and free them from the worry of security failure. In so doing, we allow them to imagine new business possibilities, continually innovate and, ultimately, realize their ambitions. However, this will only happen if we partner with our customers, and continually nurture and increase their faith in the RSA brand and what it represents. To accomplish this we must have a common understanding of who we are. We must convey our brand promise clearly and concisely. Every communication and customer contact must reflect our brand message, our personality and our attributes. We must respect our customers and respond in a timely manner to resolve their most pressing issues. Reducing cycle times, developing quality solutions and always exceeding customer expectations are critical to building our customer’s trust in the RSA brand.

This document contains important information on properly positioning, communicating and visually representing the RSA brand, and signifies the completion of the company’s post-merger integration under new corporate parent, EMC Corporation. These materials will help you understand what needs to be done to set our brand apart, and communicate our value and differentiation to the market. I encourage you to embrace the RSA brand so that we may fully deliver on our potential to all stakeholders and expand our industry leadership position. I encourage you to work with our customers, our business partners and other EMC divisions to leverage our expertise and broad portfolio of information-centric security products and services to deliver superior integrated security solutions. Together, we fulfill the RSA brand promise. Together, we succeed. Together, we drive the future. I cannot think of a more rewarding endeavor.

Arthur W. Coviello, Jr. President RSA, The Security Division of EMC

The Security Division of EMC

CONTENTS

Contents

1
RSA Brand Foundational Elements
1.1 The RSA Brand Strategy Brand Concept/Mission Positioning Personality 1.2 Architecture Master Brand Structure Brand Migration Standalone & Endorsed Brands Acquisition Philosophy Transition Guidelines 1.3 Nomenclature Company Name Business Groups Product and Service Names Exceptions 1.4 Trademarks Governance Name Treatment Primary Usage Rules Other Companies Third Party Usage Trademark List

2
RSA Division Identity System
2.1 Logotype Standards Division Logo Basics Spacing & Size Address Signature Color Specifications Product Brand Logos Basics Product Logo Treatments Partner Logos RSA SecurWorld RSA Secured RSA Secure Ready SECURED BY RSA 2.3 Typography Division Identity Materials Obtaining Fonts Word Usage 2.4 Stationery System Typing Letterhead Envelope Business cards

3
RSA Brand Identity System
3.1 Intro 3.2 Primary Design Elements Typography Primary Color Palette Secondary Color Palette Visual Format Photography Style 3.3 Examples Advertising & Themed Campaigns Programs & Events Collateral 3.4 Resources RSA Brand Standards Winbrook Printing (Stationery) Branding/Graphics Library (RSANET Users Only) Technology Partners

The Security Division of EMC

to all audiences.1 Our brand strategy is a road map for understanding and delivering on our brand potential. across all business groups and in all regions. results and reputation.” Our value proposition further captures our intent: “RSA solves your most complex and sensitive security challenges for the enduring protection of your customers. The strategic foundational elements of the RSA brand are: RSA Brand Positioning Positioning is our point of differentiation versus key competitors. Our positioning declares the unique end-benefit that distinguishes RSA from all others and clearly tells customers the value we provide: “RSA is the premier provider of security solutions for business acceleration. Positioning guides all communications and must be reinforced through action. Through our informationcentric security approach we ensure that information is always an asset and never a liability. These key traits should manifest in our behavior and be brought to life in the most vital. Mission & Value Proposition Our brand concept and mission define what we are committed to accomplishing with and for our customers. shown in the red block. Our customer-centric culture is achieved through the demonstration of our primary brand personality traits. Our brand promise is communicated externally through our positioning and given dimension through our unique brand personality attributes. The Security Division of EMC . It stakes out a space in a territory where we can credibly deliver quality products. services or unique benefits that no other organization can deliver. Our mission supports our brand concept: “Be a catalyst for break-out business success by freeing organizations from the worry of security failure. Understanding and articulating our unique capabilities and attributes in a consistent manner enables us to increase awareness and build loyalty while strengthening the ties customers have to our brand. we're helping our customers change the game in their own businesses and industries. social and personal way.” PASSIONATE AUTHENTIC DRIVEN DYNAMIC INVENTIVE LEADER RSA Brand Concept. Our brand concept is captured as follows: “Change the Game”: By changing the game in security.” The essence of RSA today is our brand promise. RSA Brand Personality The dedicated efforts of RSA employees to drive the company’s success is essential to our future. The actions of each employee will need to support our brand promise at every turn to create a complete brand experience for our customers.Strategy Architecture Nomenclature Trademarks RSA Brand Division Identity Brand identity Brand Concept/ Mission Positioning Personality 1. and the realization of your greatest ambitions.

interfaces. products and services are branded with the well-known RSA Master Brand as their primary identifier. splash screens and packaging. or write the product or service name in a stylized font or with distinct graphics – in effect. Within this architecture. In most cases. Exceptions to the recommended application of the Master Brand strategy must be reviewed and approved by Division Marketing. it is preferred that products and services under the Master Brand do not use a separate logo. they are created to highlight different features. e. In all cases.g..g.2 RSA Master Brand Architecture RSA specific offerings are organized under a Master Brand strategy (also called a monolithic architecture) in which all of the company’s business units. Go ID. The Security Division of EMC . to appeal to different segments or target different markets. Only approved product logo treatments should be used and then only for product-specific uses.Strategy Architecture Master Brand Nomenclature Structure Trademarks Brand Migration Acquisition Philosophy Transition Guidelines RSA Brand Division Identity Brand identity 1. eFraudNetwork. RSA supports a variety of product brands and services brands that are well-known identifiers in their respective markets. creating a new logo. Sub-brands are separate from product brands and are for offerings that are different from the master brand.. the product and service names are descriptive in nature. except as noted below. these brands are secondary to the RSA Master Brand. The schematic on the next page shows our current brand architecture. As a general rule. e.

The Security Division of EMC Product Categories RSA BSAFE® RSA® Data Security Manager RSA Database Security Manager RSA File Security Manager RSA® Risk Engine RSA® Key Management Server RSA® Key Manager RSA® Digital Certificate Solution RSA® Certificate Manager RSA® Credential Manager RSA® Key Recovery Manager RSA® Registration Manager RSA Secure VPN Solution RSA Validation Solution RSA® Validation Manager RSA Validation Client ® ® ® ® ® Master Brand RSA® Laboratories Data Solutions RSA® Access Manager Smart Rules® Virtual Business Unit ® ® Access Solutions RSA SecurID® RSA® Authentication Manager RSA Authentication Agent RSA Authentication Client RSA® Authentication Deployment Mgr.Strategy Architecture Master Brand Nomenclature Structure Trademarks Brand Migration Acquisition Philosophy Transition Guidelines RSA Brand Division Identity Brand identity 1. RSA SecurID® Authentication Engine RSA SecurID® Key Generation Toolkit RSA SecurID® for Microsoft® Windows® RSA SecurID® Token for J2ME RSA SecurID® Toolbar Token RSA SecurID® Appliance RSA SecurID® Authenticator SID800 RSA SecurID® SID900 Transaction Signing Authenticator RSA® Smart Card RSA® Smart Key 6200 ® ® Security Management Solutions RSA enVision™ Platform RSA enVision LogSmart™ RSA enVision Event Explorer™ RSA enVision™ NAS3500 RSA enVision™ DAS2000 RSA Advanced User Manager RSA® Reporting and Compliance Manager RSA® Card Manager RSA® Consumer Solutions RSA® Adaptive Authentication for Web RSA® Adaptive Authentication for Phone RSA® Anti-Fraud Command Center RSA® eCommerce Authentication RSA SecureSuite® RSA® Transaction Monitoring RSA® Transaction Monitoring for eCommerce RSA® Federated Identity Manager RSA® Identity Verification Product Brands Sub-Brands Co-Brands Services Channel Program RSA® eFraudNetwork RSA® Certified Security Professional RSA® Customer Support RSA SecurWorld™ RSA® eFraudNetwork Forum RSA SecurID® Select RSA Secured® Secured by RSA® RSA® Premium Services RSA® Authentication Service RSA FraudActionSM (4 services) RSA SecurCare® RSA® Professional Services 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 .2 Division Brand The Security Division of EMC Master Brand RSA® Conference Master Brand RSA.

Under the RSA Master Brand strategy acquired brands will be integrated at some point into the RSA Master Brand architecture to capitalize on the name recognition and reputation inherent in the RSA brand. it is important that a transition strategy be developed as an integral part of the acquisition and integration plan. Standalone brands most likely will retain their current status. technologies and solutions. Division Marketing can provide information and tools to guide the process of migrating acquired brands to the RSA Master Brand. For companies and brands acquired in the future. but will be evaluated periodically for opportunities for closer alignment with the RSA Master Brand. Specific brand migration strategies will be developed in consultation with the business group leader. If there is a clear business case supported by valid market data. and to avoid creating new brands outside the architecture. The Security Division of EMC . applications for a new RSA Standalone Brand or Endorsed Brand must be reviewed and approved by Division Marketing to ensure the treatment. it is important to develop and implement a transition strategy based on the corporate migration philosophy. business unit. in all cases. brand. Over a period of time (12-24 months). RSA intends to incorporate acquired brands into the RSA Master Brand architecture at the appropriate time in the acquisition transition plan. The brand migration plan should be developed as part of the due diligence and acquisition integration processes. Acquisition Philosophy When RSA acquires a company. RSA has made numerous strategic acquisitions that enhance our portfolio of products. technology or other entity.Strategy Architecture Master Brand Nomenclature Structure Trademarks Brand Migration Acquisition Philosophy Transition Guidelines RSA Brand Division Identity Brand identity 1. the decision may be made at the executive level in conjunction with the business group leader to maintain and support an acquired company or brand as a Standalone Brand or Endorsed Brand. nomenclature and visual identity guidelines are properly applied. However. An Endorsed Brand status is often a step in the planned migration to the RSA Master Brand.2 Brand Migration In recent years. This is a strategic policy intended to capitalize on the considerable RSA brand equity and build the power of the master brand. unless there are compelling business reasons to do so. product line. the Endorsed brand will evolve into a product or service brand under the RSA Master Brand architecture. The following Acquisition & Transition standards provide general guidance.

sales channels/conflicts. a business case should be prepared with rationale for retaining its current Standalone or Endorsed state. Each brand-migration plan is unique and will include specific interim steps and time lines. product lines or other entities to the RSA Master Brand architecture.2 Transition Guidelines Our overarching brand migration strategy is designed to transfer the acquired equities and good will to the RSA Master Brand when it is most practical and makes the most business sense. the involved RSA business unit and the acquired company's communications staff. – Define the least number of steps required to make the transition while minimizing costs and ensuring clarity among customers. the RSA goal is to capitalize on the existing equity inherent in that brand as an Endorsed or Standalone Brand. alternatively.Strategy Architecture Master Brand Nomenclature Structure Trademarks Brand Migration Acquisition Philosophy Transition Guidelines RSA Brand Division Identity Brand identity 1. channel partners and employees. If a decision is made to retain an acquired brand name as a product or service brand for an extended period of time. brands. and – Define an internal and external communications plan to support the migration path. The Security Division of EMC . distribution channels. A strategic brand migration plan would: – Review such factors as customer relationships. – Include an outline of the interim steps required—if any—to transition the brand identity from an Endorsed or Standalone state to a branded product or service under the RSA Master Brand architecture. The development of a brand migration path should be completed by business units involved in merger and acquisition activities. and overall transition cost. The chart on the following page provides general guidelines for transitioning acquired companies. as part of the due diligence and acquisition integration process. A specific plan and timeline based on these guidelines should be developed by Division Marketing.

– All external and internal websites should be formatted to RSA standards. all company vehicles should adhere to RSA standards. – All communications materials should be replaced with materials produced to RSA standards. ..RSA Brand Division Identity Brand identity Strategy Architecture Master Brand Nomenclature Structure Trademarks Brand Migration Acquisition Philosophy Transition Guidelines 1. – All former company materials should be removed from public places (e. – Primary external-facing materials should be produced in approved RSA formats. etc. bulletin boards.. major brochures.) should be replaced with materials produced to RSA standards. – All trade show exhibits should be designed to RSA standards. direct mail. etc. brochures. – Permanent facility signage should be installed. Within 60 days of the completion of an acquisition – All executives and front line customer-contact employees should have RSA business cards. – All external-facing materials should be replaced with materials produced to RSA standards. – RSA stickers may be applied to existing materials (e. trade show displays.) should adhere to RSA guidelines.g. – Telephone answering and voice mail guidelines should be distributed. – All stationery items (letterhead. – Temporary RSA signage should be in place at primary site identification points.) to make use of existing stocks. forms. etc. – News releases should be on approved RSA letterhead.g.. Within 6-12 months of the completion of an acquisition – Transition to the RSA Division and Brand Visual Identity System should be completed. lobbies.g.2 Recommended Transition Timeline Immediately upon completion of an acquisition – All employee communications materials should adhere to the RSA guidelines. – Primary marketing materials (e. – All external websites should post a temporary notification to advise the public of the transition.). etc. – All PowerPoint® presentations should be developed using the approved RSA template. Within 90 days of the completion of an acquisition – All employees needing business cards should have RSA business cards.

Until further notice. advertising and other places where there are no legal requirements. (no comma). you should reference “RSA.5 Trademarks for specific legal requirements and usage instructions. use the brand name RSA.3 Company Name The RSA name is known and respected throughout the world. thanks to a record of achievement that spans decades. contact: Bill Grainge at bgrainge@RSA. and RSA Security Inc. The Security Division of EMC . A notice will be provided at that time. When referring to the Company in collateral.com. This section details our naming strategy & conventions. i. In legal agreements. RSA Security Inc. If you have any questions concerning the RSA standards or applications. EMC Corporation maintains separate brand standards. To take full advantage of that investment and to continue to build the value of the RSA brand. The Security Division of EMC.e. or any other place where there is a legally required reference to the division entity. trademarks. The new brand name of the Company is RSA. the first time that you reference the company in the document. If you have questions regarding EMC standards contact Peter Popieniuck at Popieniuck_Peter@EMC. which includes creating consistency in the way the company names its products. should be listed as the owner in the trademark legend. There is no requirement to mention the EMC relationship in contracts. The Company’s trademarks will eventually be assigned to EMC. also know as its nomenclature.. and to the company's consistent investment in promoting and communicating the RSA brand.Strategy Architecture Nomenclature Trademarks RSA Brand Division Identity Brand identity Company Name Business Groups Product & Service Names Exceptions 1. The “Security” part of the division brand is being down-played so there will no longer be a requirement to use “Security” in conjunction with RSA when referring to the Company for brand purposes only. and collateral. Typically.com or 781 515 6207. See the following section 1. Naming Conventions The legal name of the Company remains RSA Security Inc. the name to use is RSA Security Inc. the company has adopted a Master Brand Strategy. notices referring to the Company as the owner of trademarks. The Security Division of EMC. can stand alone as the contract guarantor. the Company’s trademarks are all to be registered under RSA Security Inc. technologies and services. The Security Division of EMC” and then subsequent references should be to just “RSA” (no Security). copyright notices for written documents.

” or “RSA is a leading producer of security technologies for developers. a subsequent reference may include the name of specific business group(s).” The first reference to the company in external materials should always be the word “RSA” alone. its scope and its capabilities. any of these entities may be referred to as a “business group. the name of a business group must be secondary to the RSA name. or “RSA. Business group names are an organizational construct and have little meaning to people outside the company. and can cause confusion among the company’s most important external audiences. there is no “official” list. The Security Division of EMC” should be also included.” “Jane Doe works for RSA. products. in a brochure.Strategy Architecture Nomenclature Trademarks RSA Brand Division Identity Brand identity Company Name Business Groups Product & Service Names Exceptions 1. use the name “RSA” alone to identify to external audiences the company and its employees. The Security Division of EMC”. the preferred designation is. and – In external communications when using a business group name would help audiences understand the company. are subject to change. In all cases. It is to be expected that the business group leaders will keep employees posted on current nomenclature for their groups. the preferred designation is. when necessary and desired.” without reference to a specific business group name. – In external communications. For example. The office will house the company’s Data Security operations. press release or other standard external communications. press release or other external communications.3 Business Group Names RSA is the security division of EMC and. For example.” “business” or “operation. “The new SMB solutions will be added to RSA’s comprehensive portfolio of products and services offered through the Enterprise Solutions business group. In casual use. in written text for a brochure.” Or. The Security Division of EMC . Business group names may be used under the following circumstances: – In internal communications. “RSA had introduced a new suite of security solutions for small to midsized businesses (SMB)” and later in the communications. When using the names of RSA business groups in internal or external communications materials. when it’s important to distinguish one business group from another. “RSA plans to open a new office. RSA operations today are comprised of four strategic business groups. services and other assets. “RSA. “RSA plans to open a new office. As a signature. when more than one business group is being discussed and it’s important to avoid confusion or make a distinction. it does not use the term “division” to officially describe its own operations. Because these names are subject to change. facilities.” In most cases. it’s important that the correct business group name be used. therefore.

In addition.” and later in the release. the preferred naming convention is: RSA + Brand/Family/Model + Descriptive Product Name For example: RSA SecurID Authentication Engine RSA BSAFE Key Manager For in-depth guidelines on correct usage see the next section. trademarks and service marks for new product and service offerings. upgrade or addition to an existing product line or family. brand names should be effectively linked to the RSA name. family or model in addition to the descriptive product name. news releases and other written communications. In most cases. Working Names Developmental working names should never bear a solo branded or fanciful name. requests for approval must be coordinated through the appropriate strategic business group. Naming Exceptions: Acquired Brands and Endorsed Branded Programs There may be an exception wherein RSA has approved a Standalone Brand as either an interim strategy or a permanent strategy because the acquired entity has significant equity in its established brand name. it is expensive to research. Lines of business that are introducing new products and services should develop names that include the word “RSA” and a product descriptor whenever possible. In these cases. e. In brochures. instead RSA is associated with the acquired entity as an endorser. Naming a New Product or Service The RSA Master Brand strategy discourages the development of unique brand names. Creating multiple new names can. For example. Project Nightingale. such as “RSA Secured” and “Secured by RSA” designations. RSA maintains and supports a group of RSA Endorsed Branded Programs. Trademarks. over time. They have their own logos and specific identity standards. The preferred naming convention is: RSA + Descriptive Product Name For example: RSA Digital Certificate Solution RSA Adaptive Authentication It’s often necessary to specify a product or service brand. These are RSA alliance and technology partner programs that are co-branded with the RSA name.g. . establish and provide ongoing support to build and protect a new brand. rather than creating a unique product or service name. introduce. these offerings generally do not use the RSA name in their product names. The name “RSA” is widely recognized and respected in all our current markets of interest. Legal and Division Marketing. Every effort should be made to keep product and service names short and descriptive. product and service names should include the word “RSA. When it is necessary to distinguish a new version.” followed by a simple and accurate word or phrase that describes the type of offering.Strategy Architecture Nomenclature Trademarks RSA Brand Division Identity Brand identity Company Name Business Groups Product & Service Names Exceptions 1. In addition. This can potentially be accomplished by incorporating a version/model number or similar designation in the product name. All projects-in-development should be clearly designated as such with the word “Project” preceding the code name. and receive executive level endorsement. not Nightingale or RSA Nightingale. confuse customers and seriously erode the value of the RSA Master Brand.. “Brand Name X is owned by RSA. Branded names need be finalized only when management has decided to proceed with marketing the project as a product or other offering to the public. efforts should be made to retain the integrity of the naming convention. “Brand Name X technology has been licensed by a consortium of consumer credit unions.3 Product and Service Names “RSA” is the primary designation for products and services marketed under the RSA Master Brand. The Security Division of EMC”. If compelling market requirements or competitive reasons exist for establishing names not in line with this guidance. At the onset of the acquisition. a press release may say.

com. Contact Division Marketing with any questions. including trademarks. products and services. may be found at Trademark List. Cert-C and Cert-J software products. Please reference this section when preparing any written materials which include any RSA trademarks. e. the “RSA” may be dropped if it is necessary to eliminate redundancy or wordiness. such as “RSA SecurWorld” and “RSA Secured”. RSA BSAFE Cert-C and RSA BSAFE Cert-J software products.” This also applies to our other master brands of “RSA Conference” and “RSA Laboratories”. you must include trademark information for the company. sales tools and press materials. This is reflected in the new division logo. If you have any questions on trademark usage. See full details in the Trademark section.” Therefore.” The Security Division of EMC . Usage of abbreviated product names. the trademark cannot be recovered. the full and proper trademarks of the products are “RSA SecurID” and “RSA BSAFE”—not “SecurID” and “BSAFE. Two types of marks are used: registered trademarks (®). A trademark becomes worthless when it becomes a generic term that identifies a type of product instead of a brand of product. It is important that you protect RSA trademarks by properly using them in all written materials which are distributed to the public. They should not be applied to product or service names without Legal approval. could become generic terms if used improperly. This happens when the public treats a trademark as the name of a product.4 Governance & Name Treatment Why Protect Trademarks? The RSA brand is a valuable asset. please e-mail LegalRequests@rsa. Exception 2: The use of more than one RSA BSAFE or RSA SecurID products in a sentence or list. Once lost. instead of a name of a particular brand of product. and trademarks pending registration (™). Protecting the Company and Product Trademarks RSA is a wholly owned division of EMC Corporation. and where the reference is clear. including registered trademarks. The Master Brand system also applies to key endorsed programs.” “The customer purchased the RSA BSAFE® Crypto-C. without the word “RSA”. dilutes both the trademark protection and the benefits of the Master Brand system. “aspirin”. When preparing RSA marketing materials. The following usage applications are the only exceptions: Exception 1: In references to the RSA branded product or program on the same page. A complete list of RSA brand names.g. for example: Both Acceptable: “The customer purchased the RSA BSAFE® Crypto-C. including collateral. RSA is solely responsible for keeping its trademarks from becoming generic terms.Strategy Architecture Governance Nomenclature Name Treatment Trademarks Primary Usage Rules Other Companies Third-party Usage Trademark List RSA Brand Division Identity Brand identity 1. All trademarks. RSA trademarks are worth millions of dollars as they are representative of the RSA standard of excellence.. RSA products and programs are part of a Master Brand system by which each name begins with the word “RSA. This Guide is provided to define the basic rules of using RSA trademarks. There are very specific usage rules regarding official trademark designations.

these names do not require an additional noun because the described noun has become part of the name. Be especially aware of unusual capitalization.” In summary.” RSA BSAFE “encryption”. Improper use of RSA marks may cause the mark to be deemed “descriptive” and therefore not protectable.g. Therefore. “Please xerox this letter. as in the following examples: RSA BSAFE® RSA SecurID® Do not abbreviate a trademarked term unless the abbreviation is also a trademarked term. Proper Use: Confidently secure your e-business with RSA SecurID® authentication. For example: Improper use: Authentication Manager is a trusted name in e-security. For example: Improper usage: RSA BSAFE® Crypto-C is a world leading cryptography component.g. you risk making a trademark “generic. Proper usage: RSA BSAFE® Crypto-C software is a world leading cryptography component. “product” or “solution. Proper use: RSA® Authentication Manager is a trusted name in e-security. “software”.” A classic example of incorrect use which led to a trademark being unprotectable is “aspirin. RSA® Authentication Manager. The descriptive product names end in un-trademarked nouns. (Authentication Manager is the noun described by the trademark RSA.” Another familiar example is using the term Xerox as a verb. Improper use: Secure your e-business with RSA SecurID® authentication–confidently. In the above example of proper usage. The Security Division of EMC . RSA BSAFE Crypto-C includes a noun. “software” or “product. but is unique to RSA. a described word (a noun) must follow any trademark that does not end in a common word or phrase. Capitalize trademarks as they appear on the Trademark List. Primary Usage Rules Always use trademarks as adjectives followed by appropriate nouns.) 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. ® Improper use: RSA SecurID® your business! Proper use: Use RSA SecurID® authentication to help secure your business! Never include a trademarked term in a hyphenated phrase..Strategy Architecture Governance Nomenclature Name Treatment Trademarks Primary Usage Rules Other Companies Third-party Usage Trademark List RSA Brand Division Identity Brand identity 1. RSA is a leader in the field of cryptography).4 Never use a trademark as a verb. e. Other proper usage examples are: RSA SecurID “authentication”.” This has put Xerox at risk of becoming unprotectable as a trademark.. If not used in this way.

in the case of MultiPrime. The official name of the company is RSA. with the following attribution: “Third-party products and brand names may be trademarks or registered trademarks of their respective owners. However. other patents. you cannot say RSA MultiPrime. Use of Another Company’s Product Name in Combination with “RSA”: Never combine the RSA company name or product names with other company names or their products. The Security Division of EMC. A third party may claim that their product incorporates the RSA® algorithm. services and data security conference. etc. U. but cannot imply RSA is the source of their product. “RSA BSAFE® products incorporate MultiPrime technology” or “RSA and MultiPrime…” Also. Please be sure to check with the RSA relationship manager (sales. However.S. Shamir and Adelman. Improper use: This software is powered by RSA® —or— This software includes RSA® functionality.159. presentations. when making reference to the MultiPrime technology. foreign and domestic. Proper use: This software incorporates the RSA® algorithm. You must designate the trademarks of third party companies with a superscript dagger (†) at their first occurrence in the document and add a footnote on that page or the page where the trademark attribution appears.4 Third Party Trademarks Other Companies & Third Party Usage Always Use the Proper Format for the Company Name. which RSA has licensed from Compaq Computer Corporation: “This product includes patented MultiPrime™ technology licensed from Compaq Computer Corporation.” The Use of “RSA®” by Third Parties RSA owns the trademark “RSA®” for use in connection with its software products.848. etc. Several companies that RSA has relationships with prohibit use of the term “partner”. Patent 5. pending. the following legend must be included in any promotional literature.Strategy Architecture Governance Nomenclature Name Treatment Trademarks Primary Usage Rules Other Companies Third-party Usage Trademark List RSA Brand Division Identity Brand identity 1. The Security Division of EMC . the term “RSA” may be used by third parties to describe the encryption algorithm invented by Professors Rivest. with the MultiPrime name.) to be sure that no such restriction exists before using the term “partner” to describe RSA’s relationship with an outside organization. You may refer to the company in this form or simply as RSA.” Careful Use of the Term “partner” Some organizations have very strict internal guidelines regarding use of the term “partner” to describe the relationship between their organization and another company.. partner marketing. channel marketing. you may say. For example.

The Security Division of EMC Trademark Glossary Trademark A trademark includes any word. their use may be governed by local. or intended to be used. external Web sites. These marks are commonly referred to as common law trademarks. or any such combination used. however.4 Registration Symbol Trademark List Registered Trademarks (®) For a complete list of current trademarks. symbol. trademarked name is referenced.. name. In short. marketing materials. etc.Strategy Architecture Governance Nomenclature Name Treatment Trademarks Primary Usage Rules Other Companies Third-party Usage Trademark List RSA Brand Division Identity Brand identity 1. books. Patent and Trademark Office. SecurID is a registered trademark of RSA Security Inc. in commerce to identify and distinguish the goods of one manufacturer or seller from goods manufactured or sold by others and to indicate the source of the goods. The Security Division of EMC . Note that only the The letter R within a circle–®–is a symbol signifying federal trademark registration. The federal registration symbol is used once a submitted mark (a trademark or service mark) is actually registered with the U. The registration symbol is typically superscripted to the right of the last letter of the mark. Even though an application for registration may be pending. Trademark (™) and Service Mark (SM) Symbols Trademark and Service Mark symbols usually indicate that a party claims rights to a mark. Trademarks Pending Registration (™) Marks that are in the process of being registered should carry the trademark designation (™) in the following format: Transaction Authority™ The following Attribution Notice needs to be added at the end of the document where a trademarked products is referenced: Transaction Authority is a trademark of RSA. or intended to be used. Service Mark A service mark is any word. advertisements. name. symbol. in commerce to identify and distinguish the services of one provider from services provided by others. e. An attribution notice should be added at the end of the document where a registered trademark is used. please contact LegalRequests@rsa. The TM or SM symbol is typically superscripted to the right of the last letter of the mark. Attribution Notice Is a notice that identifies the registered owner of a mark. a trademark is a brand name. Mark Use in Commerce Use of a mark in commerce including use in presentations. It is typically found at the bottom of the page on which a mark is used. see the RSA Trademark List.g. e. Common Law Trademarks Refers to a non-federally registered mark commonly identified by a TM or SM symbol. device. a registration symbol may not be used before a mark has actually become registered. For questions regarding collateral being developed for a specific country and not for general use. and to indicate the source of the services.com for a list of registered marks in other countries.S. device or any such combination used. There are no federal regulations governing the use of these symbols or designations. print materials. state or foreign laws. These symbols are often used by a party before a federal registration is issued.g. SecurID and not RSA SecurID.

on letterheads the margins are equal to 1 unit.) When placed on the page with division information (as in stationery) the depth of the brick is always equal to the depth of three lines of text.Logotype Typography Division Logo Stationery Product Brand Logos Basics Sub-brand logo Spacing & Size Partner Logos Address Signature Color Specifications RSA Brand Division Identity Brand Identity 2. The proportions of the RSA logo grid are 2:1.125 baseline . RSA SecurWorld™ and RSA Secured® partner brands. while on business cards they are equal to 0. can be located on the division web site at: RSA Brand Standards.125 . Never recreate. RSA BSAFE®. 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 items available to reproduce the RSA identity elements include digital files containing the RSA division logo and key product logos: RSA SecurID®. Requirements The RSA division logo is the primary visual identifier of our brand and should accompany all division and product communications. the basic unit of measurement is 1.25 .1875 . (The difference is due to the relative sizes of the applications. Our logo is like a personal sign-off. 1. The registration mark is also part of the logo and should not be removed.5 equals its height. meaning that the width of the brick is twice its height. For the purposes of the grid. and 0. if there is one. For example.125 . All margins and columns are multiples of these values. These brands. alter or distort the logo in any way. The proportions of the notched red rectangle that carries the letters RSA (called the “brick”) are 2:1.5 .1 Proportions Division Logo These identity standards have been developed to explain the components of the RSA division identity and provide guidelines to those responsible for implementation. plus executive and product photography files. The width of the brick is equal to twice its height.125 .0 . where 1 equals the width of the brick.5 units.5 . always sits on the same baseline as that of the words “The Security Division of EMC”. The fourth line of text.

clip art or special effects such as halos or drop shadows. please place it below the division signature or in another area and do not alter the relationship between the logo and the address information. graphics and borders. To ensure legibility. If other contact information is needed.S. Because the power of the brand is enhanced by uniform usage.5mm Signature elements are 7pt Frutiger normal baseline Division address signature: standard layout and alignment. avoid modifying the RSA logo with custom treatments such as additional lines. except in those cases where the logo is overprinted on an image. graphics. for online use the recommended size of the brick is 75 pixels in width. 25 mm Appropriate for print use 20 mm Appropriate for print use 75 pixels Recommended size for online use 15 mm 7. . legal names and urls only. These measurements refer to the brick and not to the width of the identifying text below it: 20 mm and 25 mm in width. This information provides legal protections.1 Clear Space Clear space is the area surrounding the logo and should be kept visually clean. the logo should always have a minimal amount of clear space as demonstrated here. This area around the logo should be free of text. Size The division logo is used in two sizes for print purposes. Division Address Signature The division signature consists of the logo in 15mm width with both Ireland and U.Logotype Typography Division Logo Stationery Product Brand Logos Basics Sub-brand logo Spacing & Size Partner Logos Address Signature Color Specifications RSA Brand Division Identity Brand Identity 2.

not outlined RSA Color Pantone 485C BlackC White CMYK C0 M100 Y100 K0 K100 RGB R255 G0 B0 R0 G0 B0 R255 G255 B255 Web-safe & Hex Values R255 G0 B0 FE000C R0 B0 B0 000000 R255 G255 B255 FFFFFF The Security Division of EMC The Security Division of EMC Preferred for applications on black or dark-colored backgrounds The logo should never appear within a tightly bounding box The Security Division of EMC The Security Division of EMC In lieu of the color listed on this page. The color chart indicates the colors by their Pantone Matching System (PMS) number. The Security Division of EMC Acceptable for applications on black or dark-colored backgrounds. you may use the PANTONE® colors cited. . Consult current PANTONE Publications for accurate color. The official colors of the RSA logo and product logo identities are red (Pantone 485 Coated) and black (Pantone Black Coated). PANTONE® is the property of Pantone. Inc. and a formula for electronic reproduction(RGB).1 Color Specifications Color plays an important role in communicating our brand. The color shown on this page and throughout this guide have not been evaluated by Pantone. along with a corresponding formula for four-color process printing (CMYK). Correct and Incorrect Color and Black & White Application Correct Usage Preferred for color applications Incorrect Usage The letters “RSA” should not appear as black on a red brick The Security Division of EMC The Security Division of EMC PMS 485 coated (C) Pantone Black coated The Security Division of EMC Preferred for black & white applications The brick should always appear as a solid color. for accuracy and may not match the PANTONE Color Standards. Try to use one of the preferred uses whenever possible. the standards for which can be found in the current edition of the PANTONE formula guide. but not preferred usage because “reversing out” the logo in this way distorts the perceived size relationships between the logo elements.Logotype Typography Division Logo Stationery Product Brand Logos Basics Sub-brand logo Spacing & Size Partner Logos Address Signature Color Specifications RSA Brand Division Identity Brand Identity 2. It is a potent aspect of the RSA brand personality and within the industry RSA is known to “own” the color red. Inc. and the color red has always been associated with RSA.

the name in itself is not a registered mark—therefore the registration mark is attached to the RSA brick because of its registered status. The descriptive product logo treatments are used only in the product interfaces or on the product packaging and are not to be used in presentations. However. advertising or in any other place where the division logo is more appropriate or already in place. the registered product names should always be used as descriptors for the type of product.1 Improper usage: cryptography sets a high standard. Treatment 2: Not registered “descriptive” product name logos . For this reason. in text. Important Notes The SecurID and BSAFE product names are registered trademarks in their own right. A table of RSA branded product names may be found on page 7 of this document Product Logo Treatments The product name is rendered in Frutiger Bold 65 and arranged on one or two lines. the full division logo should appear at least once.4. e. depending on the length of the name (see examples). therefore. In these uses. Note that the words “The Security Division of EMC” are never used in product logos. for more on trademarks. in their logo treatments the registration mark is found after the product name. RSA SecurID® authentication. If you have a need for one of these treatments.. product and other RSA logo graphics should not be used as part of a sentence structure. Treatment 1: Registered product name logos RSA SecurID product brand RSA SecurID product brand with sub naming component. The descriptive names are not trademarked. Descriptive names in text do not have the descriptor requirement and may be used as nouns. on either the front or back cover of product-branded materials. these logos are not posted. When writing about or making product presentations.Logotype Typography Division Logo Stationery Product Brand Logos Basics Sub-brand logo Color Specifications Partner Logos RSA Brand Division Identity Brand Identity 2. Basics An RSA product name must always be visually linked with the RSA brick. Product Brand Logos Proper usage: RSA BSAFE® cryptography sets a high standard. please contact Division Marketing. For descriptive product names. RSA BSAFE® encryption. Following this usage protocol protects the brands from losing their trademark status. RSA division and product logos are intended to be discrete graphic element which identify the company or product consistently.g. All new product names must be approved by Division Marketing in conjunction with the legal department. collateral. The product logos did not change as a result of the acquisition by EMC. The registration mark is part of the logo and should not be removed. not as substitutes for text names in sentences. see section 1. and never as nouns. Additionally. the descriptive name should be rendered in type only with a registered trademark(®) after RSA. only RSA is a trademark in the case of these names. product management and executive management.

– For color standards see section 2. The SecurWorld mark is a trademark of RSA Security Inc. The color shown on this page and throughout this guide have not been evaluated by Pantone. RSA Color Pantone 485C BlackC White CMYK C0 M100 Y100 K0 K100 RGB R255 G0 B0 R0 G0 B0 R255 G255 B255 Web-safe & Hex Values R255 G0 B0 FE000C R0 B0 B0 000000 R255 G255 B255 FFFFFF In lieu of the color listed on this page. and is the same distance from the outside edge of the brick as the letter “A” is from the inside edge. – The product name sits on the same baseline as the letters RSA. Always refer to the program as the RSA SecurWorld™ program (see section 1 on nomenclature). .1. at the same cap height as the letters “RSA” contained within the brick. – SecurWorld is always rendered in Frutiger Bold 65.1 Partner Logos RSA SecurWorld™ logo The RSA SecurWorld™ program logo follows the same guidelines as the trademarked product brands. For permission to use the RSA SecurWorld logo or the RSA SecurWorld level logos please e-mail your request to securworld@rsa. the standards for which can be found in the current edition of the PANTONE formula guide. PANTONE is the property of Pantone. The color chart indicates the colors by their Pantone Matching System (PMS) number. you may use the PANTONE® colors cited. Inc. Inc. along with a corresponding formula for four-color process printing (CMYK) and a formula for electronic reproduction (RGB).com.Logotype Typography Division Logo RSA SecurWorld Stationery Product Brand Logos RSA Secured Sub-brand logo RSA SecurID Ready Partner Logos RSA FraudAction Secured by RSA RSA Brand Division Identity Brand Identity 2. for accuracy and may not match the PANTONE Color Standards. 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 mark must always be visually linked with the RSA brick and may not be separated from it. Consult current PANTONE publications for accurate color. Your local RSA SecurWorld representative should also review your proposed use in its initial design stages. Please indicate in your mail how you want to use the logo. Also note the legal restrictions on the use of the word partner (see section 3b).

The guidelines for correct and incorrect usage of the RSA SecurWorld partner level logos are the same as for the RSA SecurWorld logo. Preferred for applications on black or dark-colored backgrounds The logo should never appear within a tightly bounding box. . The brick should always appear Preferred for black & white applications as a solid color. not outlined RSA SecurWorld level logos with guides showing correct type alignment and size relationships. but not preferred usage because “reversing out” the logo in this way distorts the perceived size relationships between the logo elements. never use just “SecurWorld Access Partner.1 Correct and Incorrect Color and Black & White Application RSA SecurWorld™ partner level logos The SecurWorld™ partner level name is always rendered in italic Frutiger Bold 65. Correct Usage Incorrect Usage The letters “RSA” should not appear as black on a red brick Preferred for color applications In text. It is positioned left justified with “SecurWorld”.Logotype Typography Division Logo RSA SecurWorld Stationery Product Brand Logos RSA Secured Sub-brand logo RSA SecurID Ready Partner Logos RSA FraudAction Secured by RSA RSA Brand Division Identity Brand Identity 2. Acceptable for applications on black or darkcolored backgrounds. when referring to the program level. Try to use one of the preferred uses whenever possible.” Always refer to the level as RSA SecurWorld™ Access Partner or RSA SecurWorld™ Solutions Partner.

Should you have any questions. Preferred for black & white applications In black & white applications the logo square must be outlined in black. The color shown on this page and throughout this guide have not been evaluated by Pantone.Logotype Typography Division Logo RSA SecurWorld Stationery Product Brand Logos RSA Secured Sub-brand logo RSA SecurID Ready Partner Logos RSA FraudAction Secured by RSA RSA Brand Division Identity Brand Identity 2. Inc. Inc. The logo should not be used in any way that is not depicted. .1 Correct and Incorrect Color and Black & White Application The RSA Secured® logo has been designed to accommodate usage under many different conditions. 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). the standards for which can be found in the current edition of the PANTONE formula guide. please visit Technology Partners. Consult current PANTONE publications for accurate color. The official colors of the RSA Secured brand are red (Pantone 485 Coated & Uncoated) and black (Pantone Black Coated). The elements may not “float” Correct Usage Preferred for color applications Incorrect Usage The letters “RSA” should not appear as black on a red brick RSA Color Pantone 485C BlackC White CMYK C0 M100 Y100 K0 K100 RGB R255 G0 B0 R0 G0 B0 R255 G255 B255 Web-safe & Hex Values R255 G0 B0 FE000C R0 B0 B0 000000 R255 G255 B255 FFFFFF Preferred for applications on black or dark-colored backgrounds The logo should never appear within a tightly bounding box Preferred for black & white applications on black backgrounds “Reversing out” is not acceptable for applications on black backgrounds In lieu of the color listed on this page. The examples on the following page cover all permissible formats. you may use the PANTONE® colors cited. for accuracy and may not match the PANTONE Color Standards. PANTONE is the property of Pantone.

or for guidance on best usage in a particular situation. Also note the legal restrictions on the use of the word partner (section 3b).” Always refer to the program as the RSA Secured partner program (see section 1). send an e-mail to partner-info@rsa. RSA Secured (not Secured alone) is a registered trademark of RSA Security Inc. The minimum logo size is 20mm in width.1 RSA Secured® Strategic Partner program logo The RSA Secured® logo was created for use by RSA Secured Partners–product vendors who license RSA BSAFE® technology.Logotype Typography Division Logo RSA SecurWorld Stationery Product Brand Logos RSA Secured Sub-brand logo RSA SecurID Ready Partner Logos RSA FraudAction Secured by RSA RSA Brand Division Identity Brand Identity 2. however. Other guidelines: – The logo should not be “embossed” into a photographic background. . Because the power of the brand is enhanced by uniform usage. as well as on all packaging and promotional materials for products that include RSA BSAFE technology. brightness or contrast. usage of the RSA Secured logo is a requirement of the licensing agreement. when referring to the program. but size and spacing should be treated in such a way as to maximize the impact of each mark as a separate. – Do not join with or make it look like part of another logo. The RSA Secured logo and descriptor “Includes RSA BSAFE cryptographic or security protocol software from RSA” should also appear on web sites. Vendors also have the option to use the RSA Secured logo in conjunction with the term “RSA BSAFE enabled” in a textual description. or whose hardware or software products are certified and compatible with other RSA products. The RSA Secured logo should also appear on start-up screens of software products. Resellers may. In text. use the RSA Secured logo in their promotional materials for specific products which meet the qualifications for usage noted in the paragraph above. never use just “Secured. The RSA Secured logo may not be used by any company simply to claim a corporate affiliation with RSA. For vendors who have incorporated RSA BSAFE technologies.com. Likewise. graphics. For vendors whose products are certified by RSA to be interoperable with RSA SecurID® products. For further clarification. individual brand. avoid modifying the RSA Secured logo with custom treatments such as additional lines. RSA Secured logo standards Use the RSA Secured logo without any modifications: use it at the original proportions. the RSA Secured logo is not intended for use by resellers to promote their status as members of the RSA SecurWorld™ program. and without altering its color. – It may be used alongside other similar “third party” logos. clip art or special effects such as halos or drop shadows. all packaging and promotional materials for these products may include the RSA Secured logo in conjunction with the term “RSA SecurID Ready” in textual descriptions.

1 RSA SecurID Ready logo The RSA Secured for Authenticators Program is a technology partners program. user interfaces and on the packaging of the technology partner’s product.5 inches in any direction from the outer edges of the logo. Sufficient space in print is defined as .Logotype Typography Division Logo RSA SecurWorld Stationery Product Brand Logos RSA Secured Sub-brand logo RSA SecurID Ready Partner Logos RSA FraudAction Secured by RSA RSA Brand Division Identity Brand Identity 2. (see section 2. left justified with the product name. contact the RSA Secured partnership group at RSA division headquarters. It may not be altered from the correct form seen here. Sufficient space on a web page is defined as 20 pixels in any direction from the outer edges of the RSA SecurID Ready logo. It is designed to be displayed in splash screens. Partners entitled to use this logo have passed RSA Secured certification specifically for this purpose. Correct Usage Incorrect Usage ABC Firewall One 20 pixels ABC Firewall One . The RSA SecurID Ready logo represents that the partner offers a certified product that can function as an RSA SecurID authentication device. The program designator “Ready” is rendered in Frutiger Bold 65. The logo follows the same rules as the RSA product logos. For logo files. – The logo may be placed adjacent to the customer’s logo or other artwork as long as there is sufficient space between the two logos. The logo is to be used only by partners designated as RSA SecurID Ready partners. at 57% of the product family brand “SecurID” name and is positioned with the cap height of the sub name on the base line of the brick.1). Therefore the following restrictions apply to use: – The logo may not be enclosed by the customer’s logo or other art work so as to appear to be part of the customer’s logo. The logo is to be seen only as a third-party mark that indicates the security features or status of the customer’s web site or product.

Therefore the following restrictions apply to use: 1. revoke the right of the Customer to include a hyperlink to any RSA operated website. Logo files may be obtained by contacting the RSA Consumer Solutions group at RSA corporate headquarters. It is designed for web use only and is not intended to be a substitute for the corporate logo or for use in locations other than the web pages of companies who have procured the RSA FraudAction anti-phishing service. FraudAction should always appear in the same proportions and relationship to the RSA notched rectangle.com/node. On Customer websites.Logotype Typography Division Logo RSA SecurWorld Stationery Product Brand Logos RSA Secured Sub-brand logo RSA SecurID Ready Partner Logos RSA FraudAction Secured by RSA RSA Brand Division Identity Brand Identity 2.1 RSA FraudAction logo The RSA FraudAction logo has been designed as an indicator that the customer is receiving the RSA FraudAction anti-phishing services. 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. 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 logo consists of the RSA brick and the service mark FraudAction. in its sole discretion.rsa. 2. These two components should not to be separated or changed. the logo is to be seen only as a third-party mark that indicates that Customer subscribes to the RSA FraudAction services. The Customer is hereby authorized to embed the following hyperlink within the logo in order to redirect web traffic to the following webpage: http://www. SM Correct Usage 75 pixels Incorrect Usage FraudAction should always appear as one word FraudAction should always appear in the same proportions and relationship to the RSA notched rectangle Correct Usage Incorrect Usage Do not combine with another logo 20 pixels . Nor is the RSA FraudActionSM mark to be used as a substitute for the corporate logo in places where the RSA corporate logo is appropriate.aspx?id=3020 RSA reserves the right to change the URL from time to time and/or. This logo is not posted.

Sufficient space in print is defined as . – 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.1 Secured by RSA logo The SECURED BY RSA logo is an indicator that the customer is using the RSA Adaptive Authentication solution. Therefore the following restrictions apply to use: – 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. This logo is not posted. the two logos may not be combined. It is not intended to be a substitute for the division logo or for use in locations other than the web pages or promotional material of companies who have purchased RSA Adaptive Authentication. The logo consists of the RSA brick and the words SECURED BY. Nor is the SECURED BY RSA mark to be used as a substitute for the division logo in places where the RSA division logo is appropriate. ABC Inc. The SECURED BY RSA logo is to be used at the size indicated here. Correct Usage Incorrect Usage Do not combine with the division logo SECURED BY 56 pixels ® 75 pixels Do not alter the layout SECURED BY Do not alter the proportions SECURED BY Do not combine with another logo ABC Inc. SECURED BY should always appear in the same proportions and relationship to the RSA notched rectangle. the Secured By RSA logo is to be seen only as a third-party mark that indicates the security features of the customer’s web site. In customer applications. The division logo.5 inches in any direction from the outer edges of the logo. It is designed for web and print use. The words “The Security Division of EMC” are not part of the SECURED BY RSA logo. is a separate mark.Logotype Typography Division Logo RSA SecurWorld Stationery Product Brand Logos RSA Secured Sub-brand logo RSA SecurID Ready Partner Logos RSA FraudAction Secured by RSA RSA Brand Division Identity Brand Identity 2. Sufficient space online is defined as 20 pixels in any direction from the outer edges of the SECURED BY RSA logo. Logo files may be obtained by contacting the RSA Consumer Solutions group at RSA division headquarters. which includes the word “The Security Division of EMC”. These two components should not to be separated or changed. SECURED BY 20 pixels SECURED BY .

legibility should guide decisions on point size. Roman Medium and Roman Normal fonts. with the sole exception of the descriptive text “The Security Division of EMC” which is set in Meta Medium Roman and is meant to mirror the EMC tagline treatment. Arial comes pre-licensed on Microsoft Windows operating systems. PowerPoint® and other programs with restrictive font sets.Logotype Typography Stationery Fonts Word Usage RSA Brand Division Identity Brand Identity Division Identity Materials 2. All logo creation and documentation originates in Division Marketing so there is no need to obtain Frutiger fonts. ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz1234567890 Meta Medium Roman ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvwxyz1234567890 Meta Bold Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstvwxyz1234567890 Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Frutiger 55 (normal) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstvwxyz1234567890 Frutiger 65 (bold) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuwxyz1234567890 The Security Division of EMC . Fonts for Online Use In online applications such as Microsoft® Word. which is the standard reference. The font may be obtained from Bill Grainge in Division Marketing. the division address signature. RSA Division Marketing provides a PowerPoint template which should be used for all public presentations and which may be downloaded from Branding/Graphics Library (rsanet users only). For division branded materials always use the designated RSA division family Meta. service logos and in product materials such as documentation. Frutiger is the official font of the RSA identity. It is used in the formation of the master brand identity. Frutiger 55 (normal) is used for secondary text on product materials and documentation. Frutiger 65 (bold) is used in all of RSA’s product brand identities. use Arial. Word Usage RSA has standardized terms specific to RSA products or exceptions to the Merriam-Webster’s dictionary. If you have a question on how to write a term. refer to this list first and the dictionary second. EMC has a corporate license for the entire Meta family. which at RSA is used in Roman Bold. column width. reversing type (on color fields or imagery) and overprinting.2 Meta Normal Roman Division Identity Materials Fonts for Printing When working with typefaces (fonts). A link to the most current word list may be found at: Branding/Graphics Library (rsanet users only).

standard business card. A6 notecard. U.3 Stationery System The RSA Division stationery system in the U. U. consists of eight identity pieces: 9x12 and 10x13 envelopes.S. These pieces incorporate the division logo and other identity information appropriate to the particular form.S. standard letterhead and second page.S. All these pieces may be ordered with individualized information (where provided for) through the online orders system This is only available through your admin. .Logotype Typography System Stationery Letterhead Envelope Business Cards RSA Brand Division Identity Brand Identity 2. #10 business envelope. The font used for the identity is Frutiger 65 (bold). and notecard.

That is why creating a consistent brand experience for our customers is critical for our success. the new graphic 5. contemporary visual language that supports the new RSA brand. Our new brand identity design system utilizes a graphical device to visually bring together the ideas of technology. Our brand communications are a critical factor in creating a consistent RSA experience. Your support of these design standards ensure that the RSA brand is communicated effectively. The new look and feel of our communications–our brand identity–visually supports our brand promise of ensuring that information is always an asset. our skills are perfectly aligned with the most critical need of a wide range of businesses and consumers across the globe–to secure information and provide customers with confidence that their assets. The Security Division of EMC . Top Five Building Blocks of the Brand Identity 1. Typography 3. The other building blocks of our new brand design include a strong use of our equity “red brick” in a new. Many Messages. The guidelines herein provide a framework for developing. by many people. clean typography that enhances readability. Dual-pane photography framework Taken together. and through many interactions. stories or customer needs through the selected imagery.1 Great brands are not born–they are built…one step at a time. over many years. authentic. No one is more uniquely positioned than RSA to secure both the data and those who access it–and. Our strengths. while providing flexibility to respond to particular needs and production criteria. style and voice–bring the RSA brand personality to life. The color palette 4. The RSA security division logo 2. Customers first experience the RSA brand through our brand identity–the look and feel of our communications–which can influence how they perceive our brand in the marketplace. This approach has a high level of flexibility and latitude for it can visually communicate an overarching idea about our company and the products and solutions we offer.Introduction Primary Elements Examples Resources RSA Brand Division Identity Brand Identity 3. our strategies. Many Solutions. brands and end-users are protected. by doing so. They help convey that we are passionate. while focusing in on a wide range of situations. fresh manner to create focus for our key messages. feel. The elements of the RSA brand design–such as look. security and business enablement in a simple yet powerful manner. and proprietary imagery through a unique photography style that visually tells a powerful story about our leading technologies and the possibilities they enable. an extended color palette that enhances the heritage of the RSA red. help customers discover new business opportunities and open up new opportunities for innovation. Many Customers. designing and producing communications materials that will reflect our desired image. One Focus. Translucent “brick” elements help convey our unique message and confident outlook in a fresh. dynamic and inventive. driven. We are a leader. The manner in which we uniquely combine all the various design elements within our brand identity system are supportive of the powerful opportunities that the RSA brand brings to every customer.

Meta Normal Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Meta Medium Roman ABCDEFGHIJKLMNOPQUSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Meta Bold Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstvwxyz1234567890 In applications such as Microsoft® Word. Those fonts may be obtained from Bill Grainge in Division Marketing. PowerPoint® and programs with restrictive font sets. providing added synergies and corporate unity. column width. or overprinting on images. The Security Division of EMC . Meta is the designated font for the RSA brand: it is modern. Arial is an acceptable alternative type. The online type standard for RSA is Arial.Introduction Primary Elements Typography Examples Color Palette Resources Visual Format Photography Style RSA Brand Division Identity Brand Identity 3. Consistent use of typography makes all of our communications more cohesive and effective. The Meta fonts that are used in RSA materials branding are the following: EMC has bought a corporate license to use the Meta family. etc. reversing type.2 Obtaining Fonts Typography A core element of the RSA brand's visual personality is typography. which comes pre-licensed on Microsoft Windows® operating systems. clean. and differentiated from other security firms. Let legibility be your guide in terms of point size. It is also the designated font for EMC.

In our industry we own the color red and will continue to maximize the equity of this association. for accuracy and may not match the PANTONE Color Standards. The color shown on this page and throughout this guide have not been evaluated by Pantone. Secondary Color RSA Color Pantone 294C CMYK C100 M58 Y0 K21 RGB R9 G53 B102 Web-safe & Hex Values R0 G51 B102 18357A Tertiary Colors RSA Color Pantone® 485C BlackC White CMYK C0 M100 Y100 K0 K100 RGB R255 G0 B0 R0 G0 B0 R255 G255 B255 Web-safe & Hex Values R255 G0 B0 FE000C R0 B0 B0 000000 R255 G255 B255 FFFFFF 452C 5425C 5565C 428C 4645C 5773C 535C 5493C C24 M18 Y42 K0 C30 M4 Y0 K31 C30 M0 Y24 K26 C12 M6 Y5 K12 C0 M37 Y68 K28 C9 M0 Y43 K38 C42 M27 Y7 K0 C43 M0 Y14 K21 R194 G189 B133 R124 G150 B161 R133 G167 B137 R195 G200 B200 R183 G116 B48 R44 G152 B89 R148 G157 B189 R115 G167 B159 R204 G204 B153 C2BD85 R102 G153 B153 7B96A1 R153 G204 B153 85A789 R204 G204 B204 C3C8C8 R153 G102 B51 B87430 R153 G153 B102 909859 R153 G153 B204 949DBD R102 G153 B153 73A79F In lieu of the color listed on this page. vibrant and flexible in terms of its application and translucency. black and white. Use the color values indicated here and work with RSA-approved vendors to ensure consistency. The color chart indicates the colors by their Pantone Matching System (PMS) number. In most communications the red primary color should dominate. Use color values given here and work with RSAapproved vendors to ensure print consistency. Primary Color Palette The primary colors for RSA are powerful and straightforward like our brand: red. along with a corresponding formula for four-color process printing (CMYK) and a formula for electronic reproduction (RGB). PANTONE is a trademark of Pantone.2 Secondary/Tertiary Color Palette Color Palette Color plays a critical role in communicating our brand. Screened values of the colors are permitted and can expand the color range. along with a corresponding formula for four-color process printing (CMYK) and a formula for electronic reproduction (RGB). which is never screened. Avoid using these colors as the dominant color field. The color red and the red “brick” have long been associated with RSA. add a highlight or to establish product and market distinction in RSAbranded materials. The secondary/tertiary color palette should be used to provide an accent. We have developed a selection of secondary and tertiary colors to extend our brand personality and allow some flexibility in brand communications where regional. . Inc. you may use the PANTONE colors cited. the standards for which can be found in the current edition of the PANTONE formula guide. Screened values of the colors are permitted and can expand the color range. The color chart indicates the colors by their Pantone Matching System (PMS) number. cultural or other distinction is warranted. They represent the core of the brand using the very minimum number of colors.Introduction Primary Elements Typography Examples Color Palette Resources Visual Format Photography Style RSA Brand Division Identity Brand Identity 3. Consult current PANTONE Publications for accurate color. It is strong. with the exception of the red. Inc.

The translucency is 85%. We understand that not all communications will require the dual-pane. and thus it reflects our legacy and can become an ownable brand element. – One side represents our competence: the underlying technology. “consistent”. We think it will work across a wide range of communication opportunities. we determined that our visual communication should balance two primary concepts of the brand: competence and vision.Introduction Primary Elements Typography Examples Color Palette Resources Visual Format Photography Style RSA Brand Division Identity Brand Identity 3. “stable”. clean. Dual-pane Graphical Framework The presentation of competence and vision through a visual framework achieves a dynamic brand gestalt. please use the standardized translucent brick (Adobe Photoshop® file) that may be obtained from Division Marketing. side-by-side graphical approach. technical innovation or protected data that enables a myriad of new possibilities. places or things are empowered to achieve new possibilities and capitalize on great opportunities. “high-quality” and “professional”. The brick is a subtle reflection of the logo and the original encryption key. but is not the same color spec. and plays heavily off of the heritage of our company. Competence speaks to the traits of stability. RSA Color Pantone® 485C CMYK C0 M100 Y91 K0 RGB R255 G0 B0 Web-safe & Hex Values R255 G0 B0 FE000C . Please refer to the examples in this guide to understand the application of these core graphical elements. Thus. and provides focus on the innovative solutions we continually deliver and the opportunities we help customers realize as a result of our efforts. – The other side captures the essence of our vision. We also clearly heard that customers and employees desired an increased emphasis on innovation and industry leadership. although the preferred default is always the dual-pane presentation. nor can all layouts accommodate both in one visual plane. freshness and energy. Overall. The key foundational elements of the new visual style are a dual-pane graphical framework for the photography. The RSA division intranet contains downloadable photographs as well as showing preferred pairings. Note that the color in this file has been optimized to blend with the logo red. The red used for the translucent brick is shown below. results and knowledge. The two concepts are best captured in a dual-pane. quality. Black or white type can go on top of this element. Designers. while focusing in on a wide range of situations. It is acceptable to present singular concepts of one or the other. Vision alludes to inventiveness. technical–and disciplined. Our assessment concluded that the RSA brand visual expression should capture the most admired associations while also injecting a new energy and passion that reflected the company's future opportunities. The dual-pane approach has a high level of flexibility and latitude for it can visually communicate an over-arching idea about our company and the product and solutions we offer. Research found that the RSA brand personality included traits such as “smart”. wherein barriers are lifted so that people. the translucent red brick application and the new photography style. the new visual style is open.2 Visual Format RSA Brand Visual Identity The current RSA brand identity and our future brand aspirations were the source of inspiration for our visual expression. Please go to the Branding/Graphics Library (RSA intranet users only) Translucent Red Brick The translucent red brick is a very effective design element that will help focus attention on key lead-in messages in your communications. stories or customer needs through the selected imagery.

products and data behind our security solutions. The credit card image is considered “techno-abstract” and the shopper’s image is a sample beneficiary of our solutions. own the rights to use them in all of our applications. should black-and-white imagery be used. Dual-pane photography used with the translucent brick for a vertical marketbrochure cover. Our “people and places” photographs capture the endbenefit of technology and signal the benefits and emotional aspects derived from our solutions. as you can see in the examples in the next section. Viewers may have experienced the stock photography in other scenarios. places or things that receive or deliver the end benefit of our technologies and solutions. We will be adding to this library over time. – The vision images can be termed “end-result” and are designed to convey the positive outcomes enabled by our security solutions. and only use the best reproduction quality available. The images in the Branding/Graphics Library selections should cover most communication situations. There are two imagery styles used in our approach: – One set of images can be termed “techno-abstract” and are designed to convey competence—the technology. . Should you still need to use stock photography. use the division library as a guideline for lighting.2 Photography Style Imagery is a critical component of the new visual branding and can dramatically convey our key brand concepts of competency and vision. Our technology images are visually interesting and try to convey unusual points of view or ideas beyond the literal. This dilutes the brand. Use the examples shown herein as reference points when selecting photography for your communications. products and customers. such as newspaper ads. Full-color imagery is the preferred means of reproduction. Branding/Graphics Library We have commissioned all the photos available in the Branding/Graphics Library. in this case credit card security through PCI compliance. a juxtaposition of select photographs from our Branding/Graphics Library may be effective. sophistication and quality. We have created a unique style of photography. Alternatively contact Division Marketing for assistance in securing the appropriate imagery. To reinforce the brand we've created a photography style as well as an image library that can be used freely to develop the right communications. and therefore. models. systems. Imagery selections should work to tell a powerful story about our company.Introduction Primary Elements Typography Examples Color Palette Resources Visual Format Photography Style RSA Brand Division Identity Brand Identity 3. For many applications. If you take new original photography. be careful in your selection. Only in cases where color restrictions exist. The use of stock photography is to be avoided if at all possible because RSA does not have exclusive rights to rented images and therefore may find that other companies or products are using the same images to represent quite different concepts. This is represented by people.

they can provide you a sense of how to create 'in brand' communications. Each one is an opportunity to build customer relationships while delivering a specific message. while reinforcing the unique RSA brand personality among our customers. Examples: Ads and Direct Marketing The examples show how our new brand identity can be translated to an ad or to an online direct marketing promotional campaign. All RSA brand communications must have approval of RSA Division Marketing. creative assistance and review. While single examples cannot possibly cover the wide entire range of communications we employ.Introduction Primary Elements Advertising & Themed Campaigns Examples Programs & Events Resources Collateral RSA Brand Division Identity Brand Identity 3.3 Advertising & Themed Campaigns Advertising and themed campaigns (promotions) are powerful tools for leveraging the RSA brand promise and key messages. If you are developing a specific piece. e-Mail To solidify our brand presentation. consistent use of the RSA brand identity standards across advertising and promotional communications is a requirement. contact Division Marketing for general guidance. Direct mail The Security Division of EMC .

your theme should be expressed using the style. contact Division Marketing. Such events should clearly show RSA as the presenting sponsor. A local Thought Leadership Speakers series or an industry tradeshow event can be brandreinforcing programs with high customer appeal. and design elements for html design may be obtained from Division Marketing also. Note that there is a difference between the development of a themed event and the creation of a new logo. Select imagery related to the program subject matter or audience. for example a quarterly seminar. or occur on a regular and repeating basis. By definition. e-Mail offer To ensure division consistency. For specific guidance. however there should be a consistent application of the brand identity standards to create a visually consistent experience. We would prefer that the only RSA logo is the division logo. While an event may require a stylized name or title. relevant theme appropriate to the audience and then expressing it across a wide variety of communications is an excellent way to have impact while maximizing your marketing investment. programs and events have a defined beginning and end date. not every event requires a unique logo. The Security Division of EMC Roll-up banner stand RSA Conference Booth .Introduction Primary Elements Advertising & Themed Campaigns Examples Programs & Events Resources Collateral RSA Brand Division Identity Brand Identity 3. Developing a single.3 Programs & Events Table-top sign Programs and events provide unique opportunities to reinforce our knowledge and reputation with our primary target audiences. Master files for table-top signs and roll-up banner stands. imagery and key messages of the RSA brand. The examples show how the new brand identity can be applied to a variety of programs and events. Not every element should look exactly the same.

or tiers. please contact Division Marketing. Each of the primary types (brochure. please refer to the architecture table on page 39. and the information requirements of the intended audience. We have developed a new collateral architecture that provides structure and consistency for all types of literature by defining three categories. Final form. based on the function and message of the specific piece. please refer to the collateral architecture table on page 39. 3. We also are providing select examples in this section that demonstrate the application of the brand identity standards to specific pieces.) has a pre-designed template to facilitate development. etc. available for print-on-demand. Collateral may be ordered from the collateral fulfillment site: rsa. Please answer the following questions before proceeding to produce new collateral content: 1.. Audience and/or how the piece will be used. etc. and are also converting relevant existing materials into the new visual format weekly. or instructions on the templates. 2. If you are developing new collateral pieces and need guidance on adhering to the new structure and format.Introduction Primary Elements Advertising & Themed Campaigns Examples Programs & Events Resources Collateral RSA Brand Division Identity Brand Identity 3. We are designing all new pieces in the new brand style. i. Collateral category. This section provides a diagram of the collateral architecture and the corresponding specifications for each tier. Deadline 4. pdf layout only. to be printed for inventory. length and design format require more design time and should be handled on an exception basis after discussion with the marketing communications team.com/access. Knowing the answers to these questions will help Division Marketing know how to design the piece and whether additional help in development is required.3 Development of New Collateral Collateral Our collateral materials help us communicate to a wide variety of audiences based on their information needs. brief.faicentral. html only. Pieces which do not fit into the categories regarding target audience. so check the bi-weekly collateral flash for updates.e. The Security Division of EMC .

Distributed as PDF in original analyst-supplied format through Sales Portal only. 8. Target Audience CEO. 500 words/page. eBusiness Director.A. VP/LOB Dir. Global Services Marketing (Professional Services) service data sheet Technology partner data sheets that describe joint solutions in technical terms. security architect. Content should describe how Global Services can solve security problems.268x11” (210x280 mm). help desk. Vantage magazine – produced exclusively by Division marketing. 10.Introduction Primary Elements Advertising & Themed Campaigns Examples Programs & Events Resources Collateral RSA Brand Division Identity Brand Identity 3. Infrastructure. These are quick reference guides for selling. IS. 2 pages (2 sides of a single sheet) of content.12. IS. COO. 500 words/page. or 10 pages of content. developer Internal audiences ONLY 8. Primarily distributed as PDF. VP of Architecture. risk mgmnt. 500 words/page. VP/LOB Dir. 14 or 18 pages of content. e. Director of IT.. 8.Qs and anything helpful for identifying prospects. developer IT. Content should be limited to a brief discussion of the features. Director of Infrastructure. security. Board members Singular Designs Overview Brochure Solution Brief Tier 2–Capabilities • Vertical Solutions or Business Unit Overviews 7x10” (150x210mm) 8. Both offset.5 x 4. Fraud Prevention.and digitally printed. developer Tier 3–Products & Technologies Guides Service Data Sheet Partner Tech. 6 or 8 panels of content.. 7. Guides PS guide to analyzing/ installing a solution.268x11” (210x280mm). Saddlestitch bound. Director of Fraud Prevention. 500 words/page.5” (184x267mm) 2. Photography for these pieces is specific to the solution where possible. 500 words/page. security architect.. desktop. These are capability pieces: the content should describe how RSA solved a security problem for a named customer. 14 or 18 pages of content. 10. desktop. 2 or 4 pages of content (two is standard). network. 8. 4. CFO.e. desktop. network. VP/LOB Directors Case Study Stories relating to individual customers’ use of RSA products Director of IT. Analyst Brief Analyst/internal reports on industry trends Product Data Sheet Product description sold as a discreet unit with a SKU number 8. Digitally printed.. the content should be limited to discussion of industry issues in a non-RSA-centric manner. Director of IS. 8. Messages about interaction with other products may be included. WAN/LAN security.5 x 11” (210x280mm). security. F. These are thought leadership pieces. CTO. Each must have a 50-100 word side bar describing how RSA accelerated the customer’s business. network. both offset-and digitally printed. 6. benefits and technical specs of a single product. Created and managed by the RSA Secured technology partner program manager. Brief Quick Ref. help desk.268” x 11 (210x280mm). security. 500 words/page maximum. 250 words/panel maximum. security architect. CSIO. eBusiness Director White Paper Industry issues or general technology trends Director of IT.3 Collateral Architecture Collateral Tier 1–Division Specifications • • • • Thought leadership Division backgrounder Division PowerPoint®(s) Division Folder Unique designs. 300 words/page maximum. Director of Infrastructure. risk mgmnt. help desk. the content should describe RSA or RSA/partner product solutions. white papers are NOT product pieces. 8. These are product/solution pieces. IT.25” (210x105 mm) folded.268x11” (210x280 mm). Primarily distributed as PDF. . security architect. Product/market overviews Dir. of IT. developer IT.12.268x11” (210x280 mm). target customers. CIO. 16 or 20 pages of content. CPO (privacy) • Business Solutions • Technical Solutions VP of IT. VP of IS. Primarily distributed as PDF. perfect bound.25x10. CSO. Primarily distributed as PDF. WAN/LAN security. WAN/LAN security. 2 pages (2 sides of a single sheet) of content. but kept brief. These are high-level overview pieces. subtract word count).g. 6. IT Manager. risk mgmnt. usually printed by divisional marcom. eBusiness. 2 pages (2 sides of a single sheet) of content. word content must be subtracted. If there are tables or illustrations. Director of Fraud Prevention. the content should be limited to product features. allow for 3-5 pages of photography and other art (i.. Infrastructure. Director of IS.

global-leader in integrated security solutions. the division “At A Glance” hand-out (a. “Who is RSA?” and “Why RSA?” Messaging is broad and focused around the problems we address through our solutions. These materials answer the questions. the PowerPoint® divisional pitch. The following examples demonstrate our new brand aesthetic.Introduction Primary Elements Advertising & Themed Campaigns Examples Programs & Events Resources Collateral RSA Brand Division Identity Brand Identity 3. The intent is to build our image and reputation as a customer-focused.a. Materials that would be categorized as Tier 1 include the division brochure. Executive Guide to Security Leadership Division backgrounder PowerPoint® template Vantage Magazine The Security Division of EMC . backgrounder). as well as leadership materials such as our highlyregarded Vantage publication.k.3 Tier 1: Division Collateral Tier 1 collateral communicates our leadership position within the markets we serve.

It answers the question. service or solution to help customers make more informed buying decisions or to enhance their purchases of RSA solutions. Materials that would be categorized as Tier 3 include product data sheets. The examples demonstrate the application of the new brand style.3 Tier 2: Capabilities Collateral Collateral in this category is more specific than Tier 1 and communicates specific information about particular brands. White paper Product data sheet Solution brief The Security Division of EMC . and partner technical briefs. products. solution briefs. Materials that would be categorized as Tier 2 include business group brochures. It answers the question. Tier 3: Products and Technologies Collateral Tier 3 collateral provides technical or educational information about a particular product.Introduction Primary Elements Advertising & Themed Campaigns Examples Programs & Events Resources Collateral RSA Brand Division Identity Brand Identity 3. Examples here demonstrate the application of the new brand style. services and integrated solutions. “How do I order. service descriptions. case studies. technical guides. use or optimize RSA solutions?” Messaging is technically based and application-specific. as well as white papers. “what does RSA offer?” Messaging is benefit-oriented. specify.

na.winbrook.aspx?id=3650 Technology Partners http://rsa.Introduction Primary Elements Examples Resources RSA Brand Division Identity Brand Identity 3.rsa.com Writing and editing of collateral.com Collateral management. video production. web content and PowerPoint presentations The Security Division of EMC .4 Division Marketing Team Web Resources Gail Freeman Director.net/src/page.com/node.com/node. editor.aspx?id=1391 Winbrook Printing (Stationery) http://winsource.html Branding/Graphics Library (RSANET Users Only) http://rsanet. fulfillment management.com Tradeshow management for the Americas Heidi Bleau Marketing Communications Specialist hbleau@rsa.com Collateral production. branding reviews Louise Johnson Tradeshow and Events Manager ljohnson@rsa.rsa. Division Marketing gfreeman@rsa.aspx?id=1296 Paul Joyal Senior Marketing Communications Manager pjoyal@rsa. Vantage Magazine Bill Grainge Senior Graphic Designer bgrainge@rsa.com/login.com RSA Brand Standards http://www.