Zebra Guidelines en Us

MASTERBRAND GUIDELINES
February 2017 | Version 4

Table of Contents
Introduction Creative Assets

4 Zebra Guidelines and Templates 24 Colors
5 Top Brand Tips 27 PowerPoint Presentation Colors
28 Supergraphic Treatment
Messaging 29 Supergraphic Usage
7 Brand Character 30 Tables
8 Brand Characteristics 31 Square Corners
9 Brand Voice 32 Typography and Styles
34 Iconography and Infographics
Logo Guidelines
11 Horizontal and Vertical Photography
12 Variations 36 Style
14 Improper Usage 37 People
16 Clear Space 38 Vertical
17 Clear Space Usage 39 Stock
18 Scaling 40 Application
19 Embroidery and Silkscreening 41 Close-up Application
20 Zebra Programs 42 Product Feature
21 Geometric Shape Background 43 Product
22 Visibility that’s Visionary Lockup 44 Don’ts
Copyright and Trademarks

47 Legal Requirements
Privileged and Confidential. Do not copy or distribute. MASTERBRAND GUIDELINES 2

Introduction
The Zebra® brand exemplifies our promise to empower our

customers to know more about their business and make
intelligent, informed decisions.
These Zebra Masterbrand Guidelines have been created to

provide visual consistency throughout brand communications
across various media and applications. For any questions,
please refer to the contact information on the last page.
For questions about these guidelines please send an email to

brand@zebra.com.

Introduction
Zebra Guidelines and Templates
Use the links on this page to access Zebra

templates and guidelines. Brand Guidelines ZEBRA LOGOS AND IMAGES
• Visibility that’s Visionary Brand Usage Guidelines Follow the instructions below to access Zebra logos and images.
Brand Guidelines
• Channel Partner Brand Usage Guidelines
These Zebra Masterbrand Guidelines serve as Zebra Employees
the foundation for all internal and external
• Zebra PartnerConnect Brand Usage Guidelines. Log in to the Zebra Media Library using the credentials below.
materials. Complementary brand guidelines Email brand@zebra.com for information.
1. Select “I’m a Zebra Employee”.
provide additional guidance for specific needs. Design Templates and Guidelines 2. Use your Zebra Single Sign On (SSO) credentials to log in.
Design Templates and Usage Guidelines • A4 InDesign Collateral Templates and Guidelines
Agencies
Adobe® InDesign® templates for Zebra agency • A4 Word Collateral Templates and Guidelines
Log in to the Zebra Media Library using your agency
partners simplify the layout process and ensure • NALA InDesign Collateral Templates and Guidelines credentials. If you’ve not previously visited the Zebra Media
brand consistency across our collateral.
• NALA Word Collateral Templates and Guidelines Library, email brand@zebra.com for access.
Guidelines for each collateral type include
• InDesign Event Pull-up Banner Templates and Guidelines Partners
sample pages from the template for reference
and highlight important information for using the Icons and Infographics Click Product & Application Imagery: Media Library to log in
master pages, layers and styles built into the • Marketing Icon Library PDF (see all icons available) to the Partner Gateway and view the partner credentials for
InDesign template. accessing the Media Library.
• Marketing Icons PNG files (black, blue and white)
Templates and guidelines are also provided for
• Marketing Icon Guidelines (for agencies to create icons)
Zebra employees to create materials using
Microsoft® Word. • Infographic Guidelines (for agencies to create infographics)
PowerPoint Presentations Corporate Presentation Template
Use the Microsoft PowerPoint® template for all • 16:9 Microsoft PowerPoint Template
Zebra presentations. All new presentations • Sample PowerPoint Slides
must be created using the 16:9 format.
• Zebra Presentation Colors
Email brand@zebra.com for questions about
using the brand guidelines and templates or for
help applying the brand to internal and external
materials, videos, animation, photo shoots,
stock photography licenses, brand voice, etc.

Introduction
Top Brand Tips
Zebra Logo Typography

• Maintain required clear space • Use Arial for internal corporate materials and
• Do not use a color other than black or white Proxima Nova for external materials
• Use the full Zebra Logo only – Do not separate the Zebra • Do not use italics for emphasis or add drop shadows
Head Symbol or ZEBRA Logotype • Use flush left copy in most cases
• Place the Zebra Logo directly on a solid color Iconography
background – Do not put it in a contrasting color box
• Use black, Zebra Blue or white icons from the Zebra
on a solid background
Marketing Icon Libraray
Colors • Follow Icon Guidelines for creating new icons
• Use only one accent color (blue, red or yellow) in a
Miscellaneous
marketing asset – Do not combine accent colors
• Keep backgrounds simple – Do not overlay
• Use accent colors sparingly (10 to 20 percent of the design)
complex elements
• Do not use Zebra Yellow for headlines on a
• Graphic elements should have square corners rather
white background
than round
• Use Zebra Yellow on a Zebra Dark Gray background – Do
• Do not add drop shadows, dimension or gradation effects
not combine Zebra Yellow with black in graphic elements
• Do not use zebra stripes, photos, illustrations or cartoons
Images
• Do not put a transparent color overlay over photographs or
allow the background image to show through a text box
• Do not use motion blur or gradation effects on photography
• Use images with natural lighting that depict an authentic
experience rather than a staged setting

Messaging
Our brand personality consists of our character,

characteristics and voice elements. Together they
provide the foundation for our brand and inform all
our marketing and communications.

Messaging
Brand Character
This is what we are and what we stand for.

It is what defines us. What guides us. And We are thought leaders.
ultimately, what we stake our reputation
on. It is what connects our products to a
person. Our services to a solution. Our
We are innovators.
audience to our brand.
We are collaborators.
We are engineers.
We are problem-solvers.
We are partners.
We believe in possibility.
We see where things are going.
We build things that other people build on.

Messaging
Brand Characteristics
A brand’s character is made up of many

different characteristics or attributes, the
sum of which is far more powerful than
Zebra is… Zebra is not…
any single trait. By attaching human
characteristics to a brand name, you can
Innovative Arrogant
humanize a corporation and create an
emotional connection with customers. Inquisitive Naive
Reliable Complicated
Responsive Pessimistic
Confident Hyperbolic
Collaborative Stale
A Partner

Messaging
Brand Voice
Our voice is our point of view. It is both

what we say and how we say it. It has a Zebra’s voice is one of confidence.
feeling and an attitude. A sound and a
cadence. It is how we present ourselves in
a verbal manner. It takes into account the
It is innovative yet practical.
words as much as the delivery. When we
have a singular voice, all communication Descriptive yet accurate.
sounds consistent. There is customer
recognition, believability and trust. It doesn’t use jargon or slang.
It makes the complex simple.
It delivers honesty.
Above all, it believes in possibility.

Logo
Guidelines

Zebra Logo
Horizontal and Vertical
The horizontal Zebra Logo is the preferred Horizontal Logo — Preferred Version Vertical Logo
version and should be used on all applications
where space allows; use the vertical version
when the space calls for a vertical treatment
or where space is limited.
Do not use a color other than black or white
for the Zebra Logo.
Do not use the Zebra Head Symbol Zebra Head Symbol Zebra Logotype
as a standalone element except as a
X X
supergraphic; see Page 27 for information
about the supergraphic treatment.
Never use the Zebra Logotype as a

standalone graphic element.
Download the Zebra Logo

The Zebra logo is available in a number
of formats on the Zebra Media Library.
See Page 4 for instructions to access
the Media Library.

Zebra Logo
Variations
Positive Positive
Use the positive version when placing the
Zebra Logo on a white or lighter-valued
background.
Reverse Reverse
Use the reverse version when placing the
Zebra Logo on a black or dark background.

Zebra Logo
Variations
Color Color
Use the positive version of the Zebra Logo
on lighter-valued colors. Use the reverse
version of the Zebra Logo on darker-
valued colors.
Photography Photography
When using an image for the background,
do not place the Zebra Logo directly on the
image; instead position the Zebra Logo on
a rectangular white box behind the positive
version of the Zebra Logo. Reverse the
Zebra Logo on a Zebra Dark Gray box
when the image has a lighter value. Bleed
one end of the rectangular shape behind
the logo to the edge of the image.

Zebra Logo
Improper Usage
DO DON’T
DO use an opaque black or white Zebra Logo on a solid color DON’T allow a photograph to show through the open space in
rectangle over a photograph. the Zebra Logo.
X
DO use a solid color rectangle with an opaque black or white DON’T allow a background photograph to show through the
Zebra Logo over a photograph. solid color rectangle behind the opaque Zebra Logo.
X
Zebra Logo
Improper Usage
Improper logo usage impedes brand DON’T change the color of the Logo. DON’T rotate or use the Logo on an angle. DON’T scale the Logo disproportionately.
awareness and recognition. Do not alter,
X X X
modify, change or use the Zebra Logo in
any way other than the specified
versions in this document.
These examples are just some of the ways

that the logo can be improperly used.
If you have any questions, please email

brand@zebra.com.
DON’T add drop shadows or effects. DON’T alter the size relationship of the DON’T change the position of the
X
Zebra Head Symbol and Logotype. Zebra Head Symbol and Logotype.
X X
DON’T use the Zebra Head Symbol as DON’T use the Zebra Logotype on DON’T outline or add strokes to
a standalone element. its own. the Logo.
X X X
DON’T use other fonts for the Logotype. DON’T use the old Zebra Logo. DON’T mix the Logo with old brand
illustrations such as the color bar.
X
Privileged and Confidential. Do not copy or distribute.
X X
MASTERBRAND GUIDELINES 15
Zebra Logo
Clear Space
Clear space is essential in keeping Horizontal

the Zebra Logo free from other visual
elements, logos and clutter.
Horizontal 4X
The accepted clear space for the horizontal
version of the Zebra Logo is 4X, where
X = the width of the vertical stroke of the
B in the Zebra Logotype.
Vertical Vertical
The accepted clear space for the vertical
version of the Zebra Logo is 2X, where 2X
X = the height of the Zebra Logotype.

Zebra Logo
Clear Space Usage
DO DON’T
DO position text to maintain the required clear space around DON’T violate the clear space guidelines by placing text too
the Zebra Logo. See Page 17 for more information. close to the Zebra logo.
X
4X
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Idenihillab ipsuntin rest, asimolo to qui
rest, asimolo to qui remporeprae officil.
remporeprae officil.
DO position headline text to maintain the required clear space DON’T use the Zebra Logo with text in the Proxima
around the Zebra Logo. See Page 17 for more information. Nova typeface.
4X
Nihillab Ipsuntin
DO use the word “Zebra” in the Proxima Nova typeface.

X
Nihillab Ipsuntin
DON’T use the Zebra Logotype with text in the Proxima
X
Nova typeface.
Zebra Nihillab Ipsuntin Nihillab Ipsuntin

Zebra Logo
Scaling
Minimum Sizes Print

Because of the complex nature of the
Zebra Logo, care should be taken to
ensure clarity and readability at small sizes
in all applications. Follow the guidelines
here for the minimum sizing across
different media.
H: .75" (19mm)
W: .75" (19mm)
Digital
H: 72px
W: 72px
Favicon
16 x 16px

Zebra Logo
Embroidery and Silkscreening
Follow the recommended size shown for Recommended Size

embroidering or silkscreening the Zebra
Logo; consult with your vendor to determine
the ideal size for your application.
Use the version of the logo that works best

in the space available. See Page 17 for the
required clear space between the Zebra
Logo and text.
Do not use a color other than black or

white for embroidering or silkscreening H: 2.375" (60mm)
the Zebra Logo.
W: 2.75" (70mm)
Minimum Size
H: 1.25" (32mm)
W: 1.5" (39mm)

Zebra Programs
Typography Treatment
Typography for Internal Programs Zebra Name First Construction

Use the Proxima Nova typeface (rather
than Arial) for internal Zebra program
names. “ZEBRA” can appear in the first or
last line of the name. ZEBRA ZEBRA ZEBRA
Left align and capitalize all letters in the INNOVATOR SALES THE SOURCE
program name; use Proxima Nova Extrabold
for “ZEBRA” and Proxima Nova Light for all
FORUM
other words. Do not use italics in the name.
See Page 30 for information about the Zebra Name Second Construction
Proxima Nova font family. If you use a PC
and don’t have access to the Proxima Nova
font family, contact brand@zebra.com to
have a program logo created for you. ZIP GO ACCESS
ZEBRA ZEBRA ZEBRA
Zebra Logo and Typography for External Zebra Logo and Typography
Programs
2X
Include the Zebra Logo with your program
name when it will be used for audiences
other than Zebra employees.
The accepted clear space for an external

program logo is 2X, where X = the width of
the vertical stroke of the B in the Zebra
Logotype.
Email brand@zebra.com for more

information about using the Zebra Logo as
part of your program name, as well as for
approval of your program name design.

Zebra Logo
Geometric Shape Background
DO DON’T
DO place the vertical Zebra Logo on a white rectangle that DON’T place the vertical Zebra Logo on a square, circle or
bleeds. See Pages 13-14 for more information. triangle. Don’t place the vertical Zebra on a rectangle that
doesn’t bleed.
THINK SMARTER.
XX
WORK LEANER.
GO FARTHER. THINK SMARTER.
WORK LEANER.
GO FARTHER.
X
ZEBRA MOBILE COMPUTERS AND PRINTERS
QUIS AUTEM VEL EUM IURE REPREHENDERIT
Ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt
ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum
exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem
vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui
dolorem eum fugiat quo voluptas nulla pariatur.
FOR MORE INFORMATION CALL 1-800-555-5555
©2017 ZIH Corp and/or its affiliates. All rights reserved. ZEBRA and the stylized Zebra head are trademarks of ZIH Corp,
registered in many jurisdictions worldwide.
X ZEBRA MOBILE COMPUTERS AND PRINTERS
QUIS AUTEM VEL EUM IURE REPREHENDERIT
Ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt
ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum
exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem
vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui
dolorem eum fugiat quo voluptas nulla pariatur.
FOR MORE INFORMATION CALL 1-800-555-5555
©2017 ZIH Corp and/or its affiliates. All rights reserved. ZEBRA and the stylized Zebra head are trademarks of ZIH Corp,
registered in many jurisdictions worldwide.
DO place the horizontal Zebra Logo on a Zebra Dark Gray DON’T place the horizontal Zebra Logo on a square, circle or
rectangle that bleeds. See Pages 13-14 for more information. triangle. Don’t place the horizontal Zebra on a rectangle that
doesn’t bleed.
XX X Luptasp Erspienis Ero

Ipsani Bea Delibus
X
PARCID MODIONS EQUIAMENT IUMQUT
Luptasp Erspienis Ero

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PARCID MODIONS EQUIAMENT IUMQUT

Visibility that’s Visionary Lockup
Usage
Proper Usage Use the Visibility that’s Visionary Lockup in campaign assets.
Only use the Visibility that’s Visionary™ Lockup
in marketing materials that follow the specific
Visibility that’s Visionary campaign design such
as the examples shown here and in the Brand
WITH A GREATER
Campaign Assets section of these guidelines. VANTAGE POINT,
A GREATER ADVANTAGE.
The Visibility that’s Visionary Lockup can be

used only with brand, vertical and product
campaign materials.
Proper Usage
The Visibility that’s Visionary Lockup is used Digital Ad
only in brand, vertical and product campaign
materials that align with the look and feel of
the Visibility that’s Visionary brand campaign. Zebra gives you the big picture. Real-time information is key in today’s
data-centric world. And Zebra’s intelligent, enterprise-level solutions
provide you with instant connectivity and unrivaled visibility.
See the vision at zebra.com/visibility
©2017 ZIH Corp and/or its affiliates. All rights reserved. ZEBRA and the stylized Zebra head are trademarks of ZIH Corp, registered in many jurisdictions worldwide.
Print Ad
Improper Usage Don’t use the Visibility that’s Visionary Lockup or tagline in corporate materials.
While we will use the Zebra Logo for many
years to come, the Lockup has a limited life
X
span of several years. Because of this, do not VISIBILITY THAT’S VISIONARY.
VISIBILITY THAT’S VISIONARY.
replace the Zebra Logo with the Visibility Name
X
Main Causes of Shortened Printhead Life
that’s Visionary Lockup in external materials OVERDRIVING THE PRINTHEAD
Title
(except as noted above). o +44 (0)1628 556000

Occurs when the printhead is not properly contacting the media. This doesn’t allow the printhead heater
element to properly dissipate its energy (heat) and will shorten the heater elements life which will show up as
missing pixels (white lines / voids where you would expect to see an image). This condition can be caused by
several different ways. m +44 (0)1628 556001
Causes of Overdriving the Printhead
email@zebra.com
• The printhead has a build-up of residue / material at localized areas which prevents an even contact to
Do not use the Lockup for corporate materials

media / platen
• Not allowing heater elements to properly dissipate the energy / heat and damaging the elements.
• Opening the print mechanism while printing can cause the energy / heat to not dissipate properly and cause
Zebra Technologies Europe Limited
that are not relevant for external audiences,
damage to heat elements.
• A print job should be completed, allowing printhead heater element to fully dissipate its energy prior to
opening the printhead mechanism.
Dukes Meadow, Millboard Road
Bourne End, Buckinghamshire, SL8 5XF
such as policies or other information for
• Printing without paper or disconnecting internal cables with the printer voltage
EXCESSIVE ABRASION
This will cause the protective overcoat layer (top coat) of the printhead to wear prematurely which zebra.com
Zebra employees. subsequently exposes the heater element and result in the open or shorting of the element.
Causes of Excessive Abrasion
• Poor quality media that has abrasive particles imbedded into its surface which contacts the printhead.
• Dirt or other contaminants that can come in contact with the printhead while driving the media over the
printhead
ABUSIVE CONTACT
This is where the printhead heater element protective surface has been physically damaged.
Causes: Typically happens when either a sharp or hard object contacts the protective overcoat layer causing
the surface to break and exposing the heat element which results in the opening or shorting of the element.
ELECTRO-STATIC DISCHARGE (ESD)

The printhead is very sensitive to ESD. At the connector end of the printhead, just ~250 - 300 volts of ESD can
damage the printhead.
IMPURITIES
These can cause corrosion to the printhead that can result in open / short circuits.
• Introduced to the printhead by cleaning with a substance that isn’t recommended. Improper handling (sweat).
ZEBRA CONFIDENTIAL: INTERNAL USE ONLY REMOVE THIS IF CONTENT IS FOR EXTERNAL AUDIENCES ZEBRA TECHNOLOGIES 3

Creative
Assets

Creative Assets
Colors
Main Corporate Colors Main

Black and white were chosen to represent
the Zebra brand because of their simplicity
Black White
and powerful contrast.
PMS Black PMS White (Paper Stock)
For printed materials, consider using rich
C0 M0 Y0 K100 C0 M0 Y0 K0
black for graphic elements with large areas (Rich Black - C70 M35 Y40 K100) R255 G255 B255
of black to provide a richer appearance. R0 G0 B0 Hex #FFFFFF
Hex #000000
Accents Accents Accent Color Usage

We selected a limited palette of support
colors, based on the three primary hues of the Blue WHITE PAPER
WHITE PAPER TITLE
color wheel, to add visual interest to internal

and external Zebra materials. PMS 307C / 641U
C100 M10 Y0 K28
The accent colors are bold and bright and R0 G124 B176
Fortified Android for the Enterprise
TM
Hex #007CB0
provide visual contrast to the black and white NAM NECAB ISTIIS RAERIBUS EXPLIT ET PERI DOLUPTAS NOBIS MAGNAT VOLLABORE
VELITASSUNT RAECTI QUAS RE NESE LIQUAS DUS AUT RE PEL ESTIUR
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Include only one accent color in an asset to iuntud escimolor sediore perspid quae. Et repro que ventiurion cus molupta nos renimil lectustia quo quaeceria
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PMS 1795 C/U
The accent color should be just that – an eat rernati orrumqui seque arume isseque et aut eiciumquo quae nonsed que volorer ferspidesed envidusa
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accent – and make up a small proportion (10 R237 G28 B36

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percent to 20 percent) of a creative design Hex #ED1C24

rather than appear as a large block of color,
such as a background for text or iconography.
Zebra Yellow should be used sparingly as an Yellow

accent color on a Zebra Dark Gray
background. Do not use Yellow for headline PMS 109C / 108U
C0 M10 Y100 K0
copy in collateral or on a black background. R255 G210 B0
Hex #FFD200
Because of the low contrast, do not use 100%
Zebra Blue on a black background.

Creative Assets
Colors
Neutrals Neutrals
Six neutral colors have been selected for
graphic elements including tables, charts
Dark Gray Medium Gray
and illustrations. Four of the neutral colors
are screens of Zebra Medium Gray. PMS 432C / 433U PMS 430 C/U 100%
C78 M65 Y53 K44 C54 M41 Y38 K4
R51 G62 B71 R126 G134 B140
Hex #333D47 Hex #7E868C
Screens
Medium Gray 80% Medium Gray 50%
PMS 430 C/U 80% PMS 430 C/U 50%

C43 M33 Y31 K3 C27 M20 Y19 K2
R148 G152 B157 R182 G185 B188
Hex #94989D Hex #B6B9BC
Medium Gray 30% Medium Gray 15%
PMS 430 C/U 30% PMS 430 C/U 15%

C16 M12 Y11 K1 C8 M6 Y6 K1
R208 G209 B212 R228 G227 B228
Hex #D0D1D4 Hex #E4E3E4

Creative Assets
Colors
Screens Screens
To add color variation and provide
differentiation in charts, graphs and 80%, 50%, 30% and 15% screens can be used with the Zebra Medium Do not screen Zebra Red, Yellow or Dark Gray.
diagrams, use screens of the Zebra Gray neutral color and the Blue accent color.
Medium Gray neutral color and the
Blue accent color.
X X
Do not use screens for the Zebra Red 100% Medium Gray 100% Blue
and Yellow accent colors or the Dark
Gray neutral color.
80% 80% X
50% 50%
30% 30%
15% 15%
Shades Shades
Add 10% black to the three accent
colors for color variation. Do not use Add 10% black to the accent colors. Do not use shades for the neutral colors.
shades for the neutral colors.
100% Blue 100% Red 100% Yellow X X
SHADE 10% Black SHADE 10% Black SHADE 10% Black

Creative Assets
PowerPoint Presentation Colors
Main Corporate Colors Main Corporate Colors Screens

Black and white were chosen to represent
the Zebra brand because of their simplicity
and powerful contrast.
Black White 100% Medium Gray 100% Blue
Accent
R0 G0 B0 R255 G255 B255 R126 G134 B140 R0 G124 B176
We selected Zebra Blue to add visual
interest to PowerPoint presentations.
Do not use Zebra Red or Yellow accent 80% Medium Gray 80% Blue
colors in PowerPoint presentations. R148 G152 B157 R51 G150 B192
Neutrals
Accent
The two neutral colors, Zebra Dark Gray 50% Medium Gray 50% Blue
and Medium Gray have been selected for R182 G185 B188 R127 G189 B215
graphic elements including tables, charts
and illustrations.
Blue
30% Medium Gray 30% Blue
Screens R0 G124 B176
R208 G209 B212 R178 G215 B231
To add color variation and provide
differentiation in charts, graphs and
diagrams, use screens of 80, 50, 30 and 15% Medium Gray 15% Blue
15 percent of Zebra Medium Gray neutral R228 G227 B228 R217 G235 B243
color and the Blue accent color.
Neutrals
Dark Gray Medium Gray

R51 G62 B71 R126 G134 B140

Creative Assets
Supergraphic Treatment
To help reinforce the Zebra brand, the Zebra

Head Symbol (without the Zebra Logotype) can
be used as a supergraphic. The symbol must
be a screened value of the background color;
recommended color values are shown here.
Send an email to brand@zebra.com to request

the Adobe Illustrator® files for the Zebra
Supergraphic.
Do not use the Zebra Head Symbol in a

small box; the boxes on this page are used
to provide color direction only. 100% Black Background White Background
90% Black Head Symbol 10% Black Head Symbol
100% Dark Gray Background 100% Medium Gray Background 30% Medium Gray Background
80% Dark Gray Head Symbol 80% Medium Gray Head Symbol 15% Medium Gray Head Symbol
Proper Supergraphic
Application
100% Blue Background
80% Blue Head Symbol

Creative Assets
Supergraphic Usage
See Page 27 for more information about

the Zebra Supergraphic.
DO DON’T
DO place the Zebra Supergraphic as a background element in DON’T place the Zebra Supergraphic inside a geometric shape.
your overall design.
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poresequi alicium. Repudiiet iquiatis
es vollacc uptatur miliquid.

Creative Assets
Tables
At-a-Glance
PERNATIUM QUO VOLUPTA
Colors
Information
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Table header row: Zebra Blue
Subhead row: 80% Zebra Medium Gray Max. Print Coribusas de Quain Print Print Qui ut Reptatur de 100% Zebra Blue
Model / Series
Nempore que Widths
Solest Connectivity
Numaut Eniam Resolution
Doluptat Language
et Ducia Max. Print Speed
Ulluptatium Aliteau
First body row: 15% Zebra Medium Gray ZD500™ (RFID optional)
Alternating body row colors: Erchil in Res Natem
4.09" / 104 mmIpsam re doluptatus 1 Orestor
203 dpi eratur ZPL 6" / 152 mm per second (203 dpi) 15% Zebra
Linvellam quos aliae Ebis
300 dpirerro ipsam re
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/ 102 mm per optaepe
(300 dpi) Medium Gray
15% Zebra Medium Gray 802.11a/b/g/n1
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30% Zebra Medium Gray GX420™ & GX430™ (The GX420 is available in thermal transfer and direct thermal models; the GX430 is available in a thermal transfer model)
Line: Use a 2-point white line to separate Volum es • Aut haritatiatur • Cae nonsecust, to • Experspero occus,
4.09" / 104 mm 1 1 203 dpi (GX420) EPL & ZPL 6" / 152 mm per second (GX420)
Endellectia ratinct iaturitia quint, ipsandit inis ipid ma ellibusam 30% Zebra
cells, vertically and horizontally 802.11b/g1
• Quatese quosam ullit
300 dpi (GX430)
• Si dolene pero
(co-resident) 4" / 102 mm per second (GX430)
• Consed et dolorias et Medium Gray
• and
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Do not alternate gray screens if there are only GC420™ (Available in thermal transfer direct thermal models)
two or three body rows; use either all 15% or Simoditam Expla
4.09" / 104 mm
• Cus molum que ut
203 dpi EPL & ZPL
• Experspero occus,
(co-resident)
4" / 102 mm per second
• Aut haritatiatur 15% Zebra
all 30% Zebra Medium Gray for every row. • Quatese quosam ullit ipid ma ellibusam • Quatese quosam ullit Medium Gray
GT8002 occulpa doluptatum • Praeped iorias
A 2-point white line separates the Zebra Blue 4.09" / 104 mm 1 203 dpi EPL & ZPL 5" / 127 mm per second (203 dpi)
Verisitem Alitia • ipicab ius sundae • Bustrum volor(co-resident) • / Aut haritatiatur
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300 dpi
is optional
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30% Zebra
• Quatese quosam ullit • Estiandam sector
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1
Optional feature
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Not available in North America
the blue header row and the first 15% Zebra

Medium Gray body row. CUSCIENDA DESTIUM
Always align text flush left in the far left Information
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entire table if there is a large amount of text or Sitae id Quodipit Occab in Remquat
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zebra technologies 1

Creative Assets
Square Corners
The shape of graphic elements reflects

the modern look of the Zebra brand. Use
square corners for photographs, tables
DO
At-a-Glance
DON’T
At-a-Glance
and text or quote boxes for simplicity of PERNATIUM QUO VOLUPTA PERNATIUM QUO VOLUPTA
appearance. Obit et optur, ebis eles sim endis ea de volor sitendae nus res doluptatias audae cus
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Do not use rounded corners for Max. Print Print Print Max. Print Print Print
graphic elements. Model / Series Widths Connectivity Resolution Language
Model / Series
Max. Print Speed
Widths Connectivity Resolution Language
ZD500™ (RFID optional) ZD500™ (RFID optional)
4.09" / 104 mm 1 203 dpi ZPL 6" / 152 mm per second
4.09" / 104
(203mm
dpi) 1 203 dpi ZPL
300 dpi 4" / 102 mm per second (300 dpi) 300 dpi
802.11a/b/g/n 1
802.11a/b/g/n1
Dual Radio1 Dual Radio1
GX420™ & GX430™ (The GX420 is available in thermal transfer and direct thermal models; the GX430GX420™ & GX430™
is available in a thermal
(Thetransfer
GX420 model)
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4.09" / 104
(GX420)
mm 1 1 203 dpi (GX420) EPL & ZPL
300 dpi (GX430) (co-resident) 4" / 102 mm per second (GX430) 300 dpi (GX430) (co-resident)
802.11b/g1 802.11b/g1
GC420™ (Available in thermal transfer and direct thermal models) GC420™ (Available in thermal transfer and direct thermal models)
4.09" / 104 mm 203 dpi EPL & ZPL 4" / 102 mm per second
4.09" / 104 mm 203 dpi EPL & ZPL
(co-resident) (co-resident)
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5" / 127 mm per second (203mm
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Not available in North America
CUSCIENDA DESTIUM CUSCIENDA DESTIUM

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Doluptas et auditatinis Corro
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aut estant. assinci llest. aut estant.

Creative Assets
Typography and Styles
Corporate Typeface
Arial - Bold Arial - Bold Italic
Arial is the corporate typeface and
should be used for company ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
documents, presentations and abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
non-marketing materials. The Arial 1234567890 !@#$%^&*()_+ 1234567890 !@#$%^&*()_+
typeface is pre-licensed on Microsoft
Windows® operating systems and
widely available for employees to use
in a variety of materials.
Never add a drop shadow to text. Arial - Regular Arial - Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 !@#$%^&*()_+ 1234567890 !@#$%^&*()_+

Creative Assets
Typography and Styles
Marketing Typeface Proxima Nova - Extrabold Proxima Nova - Extrabold Italic

Use the Proxima Nova typeface for external
marketing materials. ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
Font family: Proxima Nova
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 !@#$%^&*()_+ 1234567890 !@#$%^&*()_+
Never use the Proxima Nova S, Proxima Nova A
or any other alternate version of this font family.
Font weights: Extrabold, Bold, Regular and Light
The most common font weights for Zebra Proxima Nova - Bold Proxima Nova - Bold Italic
marketing materials are Proxima Nova Bold and
Regular: Proxima Nova Bold is often used for ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
headlines, while Proxima Nova is typically used abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
for body text. 1234567890 !@#$%^&*()_+ 1234567890 !@#$%^&*()_+
Use Proxima Nova Light only for the location
signature text on the last page of collateral.
The Proxima Nova Extrabold font weight is rarely

employed; some of the approved applications Proxima Nova - Regular Proxima Nova - Regular Italic
include web banners and infographics.
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
Do not use Proxima Nova Extrabold in collateral. abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Use the Proxima Nova Italic fonts only for limited, 1234567890 !@#$%^&*()_+ 1234567890 !@#$%^&*()_+
approved circumstances, including titles of
magazines, books, newspapers and academic
journals. If “the” is not part of the title do not
italicize it; for example, do not italicize the
“the” when you refer to “the New York Times.” Proxima Nova - Light Proxima Nova - Light Italic
Do not use the Proxima Nova Italic fonts ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

for emphasis. abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Never add a drop shadow to text. 1234567890 !@#$%^&*()_+ 1234567890 !@#$%^&*()_+

Creative Assets
Iconography and Infographics
Marketing Iconography
Icons are visual symbols that represent a
concept without relying on written language.
Zebra’s marketing icons reflect the design
approach of the corporate brand – minimal,
modern and clean. Each icon should have a
unique custom design that communicates the
subject matter in its most simple form.
The Marketing Icon Library PDF (to view all the

icons), .png icons and Icon Guidelines for
creating new icons are located on the Zebra
Media Library (see Page 4 for access).
Global Product Design Language (GPDL)

For GPDL application and Mobility DNA™ icons,
send an email to GPDL@zebra.com. Our Story
Healthcare
Zebra’s Mobility solutions enable staff
Infographics to collaborate and focus on Patient Care.
Infographics represent information in a graphic
format. They are designed to simplify content
on the Move Reliable
Voice
Patient Record
Access
CLINICIANS ARE HEADED
and make it more easily understood at a TOWARD GREATER MOBILITY
Nurse Call Secure
glance. & Alerts Messaging
When creating infographics, follow the
50
Alarms
Infographic Brand Usage Guidelines located % of hospitals surveyed
will buy or evaluate
smartphone
on the Zebra Media Library (see Page 4 for technology within
the next 18 months 1
Integrated voice and
access). data mobile devices can:
40% of doctors say 93% of doctors believe that
21
that mobile devices mobile health apps can
33 % %
25 % decrease time spent
on administration⁴
improve patient’s health
and outcomes⁵
of hospitals support of hospitals Zebra’s Mobile

enterprise devices 1 support personal
of hospitals support
personal devices 1 and enterprise
devices 1
Computing Devices and
Workforce Connect
50 % ofsolutions • Improve staff communications

hospitals have deployed VoIP
2 • Increase enterprise effectiveness
within their organizations
• Simplify workflows

Photography

Photography
Style
Tone and Feel

Photography should show the complexity
of the environments in which Zebra
operates, while demonstrating how our
technology gives our customers visibility,
simplifying this complexity. Photos should
be professional, clean and natural feeling.
Do not use images that look dated or

staged, or are of poor quality.
Lighting
Photos should show a high tonal range,
be sharp and high-definition, and
appear naturally lit with no stylized
lighting or unnatural filters.
Image Library
The Zebra Media Library contains vertical
market, application and product photography.
See information below for access.
Employees Log in with your Zebra Single

Sign On (SSO) credentials.
Agencies Log in to the Zebra Media Library

using your agency credentials. If you’ve not
previously visited the Zebra Media Library,
email brand@zebra.com for access.
Partners Click Product & Application

Imagery: Media Library to log in to the
Partner Gateway and view the partner
credentials for accessing the Media Library.

Photography
People
Incorporate images that show people

realizing the end-user benefits of Zebra
products when possible.
People should be captured in action and

depict an authentic experience, rather
than a staged setting. They also should
not appear aware of the camera. Their
expressions should convey seriousness
about their activities, but not concern or
stress, nor should they look overly happy.
Consider regional needs when selecting

talent for photo shoots. Diversity in
representation of our target customer
base is required, with authenticity as the
primary guideline.

Photography
Vertical
Photography of vertical market segments —

such as retail, transportation and logistics,
manufacturing and healthcare — typically capture
an entire environment for a Zebra application
with no main person or product feature,
although people may appear in the distance.

Photography
Stock
When selecting images for an assets, begin with a

search on the Zebra Media Library. If you’re not able
to find what you need, email brand@zebra.com for
help in sourcing imagery.
If after a thorough search, you can’t locate an

appropriate image, stock photography can be
considered. Use stock images only on a limited basis,
such as for a general setting for a vertical market
where we don’t have as many images available.
Select stock photography with the same look and feel

as Zebra imagery. Look at similar images in the Media
Library to understand the style and tone of our
photography. Images must be of high quality,
authentic rather than staged and use natural lighting.
Understand the difference between royalty-free and

rights-managed licenses. Purchase royalty-free
images and make sure you select the license that
matches how you will use the imagery. Rights-
managed images are not recommended; email
brand@zebra.com for approval before purchase.
Please note that nearly all images are protected by

copyright. An infringement of a copyright – such as
using an image without permission or beyond the
scope of the license – may result in monetary
damages, lawsuits and costly legal fees.
Assume every image found on the internet is

copyrighted and thus requires a license or express
written permission from the copyright owner to use it.
Merely acknowledging the source of the image is
insufficient. Unless you obtain a license or express
written permission from the copyright owner for your
exact use and scope, do not use the image for Zebra
materials, including social media, corporate
information, marketing assets, internal and external
presentations, etc.
Contact brand@zebra.com for any questions about

using stock or other non-Zebra images. Ask before
you risk legal consequences.

Photography
Application
Application photography shows a

real-world environment with people
using Zebra devices.
Photos should feel natural and honest.

Avoid staged or contrived images.

Photography
Close-up Application
Application photography shows a

real-world environment with a person
using a Zebra device or devices.


Photography
Product Feature
Product feature photography showcases

a close-up view of a Zebra product being
used in a real-world setting.


Photography
Product
Background With Drop Shadows

Position products on a white background
in marketing materials.
Do not put products on a background

color other than white. See exception
below for white products.
Drop Shadows
If the product typically rests on a surface,
include a subtle drop shadow.
Do not include drop shadows for products,

such as devices or mobile printers, that
are wearable or handheld.
No Drop Shadows
Do not include drop shadows on very
small product images in tables.
Product Photography in Videos

Contact brand@zebra.com for guidance
on using Zebra product images in a video.
Background Exception White Product with 15% Zebra Medium Gray Background
Use a 15% Zebra Medium Gray
background behind an outlined white
product to differentiate the product
from the background.

Photography
Don’ts
The image library has a wide array of DON’T use photography with staged or unrealistic settings. DON’T use photography that looks too stylized.
photographs, some better for particular
purposes than others.
Avoid using images that are overly staged

or busy, feel unnatural or dated, or that
otherwise present Zebra and its products
in a negative way. Do not put products on
colored or gradient backgrounds.
DON’T use overly staged photography. DON’T use photography that feels busy.
DON’T use photography that’s blurry or uses motion effects. DON’T use photography with the Zebra path.

Photography
Don’ts
DON’T put a color overlay over photography. DON’T use gradation effects on photography.
DON’T allow photography to show through type box. DON’T put products on a colored or stylized background.
DON’T
DON’T put products on a gradated background. DON’T use old product photography.

Copyright and
Trademarks

Copyright and Trademarks
Legal Requirements
Copyright
A copyright is a form of protection for original works of authorship that are fixed in a tangible form of
expression, such as Zebra collateral and videos.
All Zebra external marketing materials must include our copyright language:
©2017 ZIH Corp. and/or its affiliates. All rights reserved.
Trademarks
A trademark is typically any word, name, phrase, slogan or symbol (or any combination thereof) that
identifies and distinguishes the source of the goods and/or services of one party from those of
another.
In most cases, marketing materials with the Zebra Logo, whether created by Zebra, Zebra
PartnerConnect program members or other third parties, must include the Zebra Trademark
Attribution Statement:
ZEBRA and the stylized Zebra head are trademarks of ZIH Corp., registered in many jurisdictions
worldwide. All other trademarks are the property of their respective owners.
Requirements for External Materials

All printed Zebra-created materials with the Zebra Logo or ZEBRA must include the combined Zebra
Copyright Language and Zebra Trademark Attribution Statement.
©2017 ZIH Corp. and/or its affiliates. All rights reserved. ZEBRA and the stylized Zebra head are
trademarks of ZIH Corp., registered in many jurisdictions worldwide. All other trademarks are the
property of their respective owners.
In some cases where room is limited and other trademarks are not included, the last sentence of the
Zebra Trademark Attribution Statement can be removed.
Requirements for Internal Materials

While it is not required to include the Zebra Copyright Language or Zebra Trademark Attribution
Statement for internal materials, it is recommended that you incorporate them when possible.

Contact
Zebra Technologies Corporation
3 Overlook Point
Lincolnshire, IL 60069
For questions about these guidelines or to access the design

templates, please send an email to brand@zebra.com
Privileged and Confidential. Do not copy or distribute. ©2017 ZIH Corp and/or its affiliates. All rights reserved. ZEBRA and the stylized Zebra head are trademarks of ZIH
Corp., registered in many jurisdictions worldwide. All other trademarks are the property of their respective owners.

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MASTERBRAND GUIDELINES

February 2017 | Version 4

Introduction Creative Assets

Copyright and Trademarks

Privileged and Confidential. Do not copy or distribute. MASTERBRAND GUIDELINES 2

The Zebra® brand exemplifies our promise to empower our

These Zebra Masterbrand Guidelines have been created to

For questions about these guidelines please send an email to

Privileged and Confidential. Do not copy or distribute. MASTERBRAND GUIDELINES 3

Use the links on this page to access Zebra

PowerPoint Presentations Corporate Presentation Template

Privileged and Confidential. Do not copy or distribute. MASTERBRAND GUIDELINES 4

Zebra Logo Typography

Privileged and Confidential. Do not copy or distribute. MASTERBRAND GUIDELINES 5

Our brand personality consists of our character,

Privileged and Confidential. Do not copy or distribute. MASTERBRAND GUIDELINES 6

This is what we are and what we stand for.

Privileged and Confidential. Do not copy or distribute. MASTERBRAND GUIDELINES 7

A brand’s character is made up of many

Privileged and Confidential. Do not copy or distribute. MASTERBRAND GUIDELINES 8

Our voice is our point of view. It is both

Privileged and Confidential. Do not copy or distribute. MASTERBRAND GUIDELINES 9

Privileged and Confidential. Do not copy or distribute. MASTERBRAND GUIDELINES 10

Never use the Zebra Logotype as a

Download the Zebra Logo

Privileged and Confidential. Do not copy or distribute. MASTERBRAND GUIDELINES 11

Privileged and Confidential. Do not copy or distribute. MASTERBRAND GUIDELINES 12

Privileged and Confidential. Do not copy or distribute. MASTERBRAND GUIDELINES 13

These examples are just some of the ways

If you have any questions, please email

Clear space is essential in keeping Horizontal

Privileged and Confidential. Do not copy or distribute. MASTERBRAND GUIDELINES 16

DO use the word “Zebra” in the Proxima Nova typeface.

DON’T use the Zebra Logotype with text in the Proxima

Zebra Nihillab Ipsuntin Nihillab Ipsuntin

Privileged and Confidential. Do not copy or distribute. MASTERBRAND GUIDELINES 17

Minimum Sizes Print

Privileged and Confidential. Do not copy or distribute. MASTERBRAND GUIDELINES 18

Follow the recommended size shown for Recommended Size

Use the version of the logo that works best

Do not use a color other than black or

Privileged and Confidential. Do not copy or distribute. MASTERBRAND GUIDELINES 19

Typography for Internal Programs Zebra Name First Construction

The accepted clear space for an external

Email brand@zebra.com for more

Privileged and Confidential. Do not copy or distribute. MASTERBRAND GUIDELINES 20

FOR MORE INFORMATION CALL 1-800-555-5555

FOR MORE INFORMATION CALL 1-800-555-5555

XX X Luptasp Erspienis Ero

Luptasp Erspienis Ero

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The Visibility that’s Visionary Lockup can be

(except as noted above). o +44 (0)1628 556000

Do not use the Lockup for corporate materials

ELECTRO-STATIC DISCHARGE (ESD)

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Main Corporate Colors Main

Accents Accents Accent Color Usage

color wheel, to add visual interest to internal

accent – and make up a small proportion (10 R237 G28 B36

percent to 20 percent) of a creative design Hex #ED1C24

Zebra Yellow should be used sparingly as an Yellow

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