Applied Materials’ Brand Identity Standards

Established April 2006 Not for external release until July 06

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Brand Identity Guidelines Disclaimer To Applied Materials’ Employees

Welcome to Applied Materials’ new brand standards—or most of them. Except for the logo, everything in this book has been approved. We felt it would be better to introduce the brand identity guidelines now than to surprise you just before SEMICON. Use it with confidence, but please be aware that we may have to change the logo. We’ll let you know as soon as a final design is approved. Thank you!

APPLIED MATERIALS IDENTITY STANDARDS | v1

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Letter from Corporate Marketing To Applied Materials’ Employees

As you know, Applied Materials is the global leader in semiconductor fabrication technologies and services. No one can match our track record on innovating, integrating, and commercializing systems. No one can match our global network, our dedication to emerging markets, and our financial strength. Finally, no one can match our talent—people like you. We are a world-class company that deserves a world-class brand. That’s why I believe you’ll welcome this updated visual system. Its sophistication expresses our status as a state-of-the-art organization. Its consistency reflects our ability to work as one. Its clean, precise visual language reflects our culture, our vision for the future, and the technologies that make us unique—such as our new initiatives in nanotechnology.

This booklet introduces the new system. It shows you, your staff, and your vendors our new logo, graphic elements, product business group signatures, house font, and color palette. It shows you how to use them within a grid that provides for both consistency and creativity. It shows you examples of our new library of photographs and illustrations. It shows you how to handle launches, trade shows, and campaigns. And finally, it shows you how to use “think it. apply it.” Our end goal is to unify the brand across the board—to turn it into a virtual integrated circuit. With your cooperation and support, we will succeed. Any time you want guidance on communications projects, please call on Tamara Thompson in our corporate office.

Apply it. Events & Campaigns 92 Level One Launches 93 Campaigns & Trade Shows s e c t i o n !7 What It All Means to You 95 Final Word section 8 Typography 31 Corporate Typeface 32 Greek Symbols 33 Understanding Open Type 34 How to Style Text 35 Font Substitution section 9 Stationery 38 Separating the Symbol 39 US Business Cards 40 Bilingual Business Cards 41 Letterhead 42 VIP Stationery “Monarch” 43 Typing Guidelines 46 Social Cards and Note Pads 48 Electronic Business Papers 49 Interoffice Communications section 4 Regional Corporate Logos section 5 Naming Standards & Product Business Group Guidelines 17 Product Naming Model 18 Previous Product Logos 19 Product Brand Family: PBG section 6 Legal Requirements © 2006 Applied Materials. s e c t i o n !2 Presentation Templates 74 PowerPoint Template 75 Word Template s e c t i o n !3 Multi-media Guidelines 22 Trademarks & Intellectual Property 24 Confidential Designation .IDENTITY STANDARD CONTENTS Applied Materials’ Identity Standards Established April 2006 section 1 Letter from Corporate Marketing section 2 Our Brand Promise section 3 The Corporate Identity 9 10 11 12 13 Logotype: Usage Clearspace + Color Usage Dimensional Logo Usage Incorrect Usage Logo sizes: Minimum section 7 Palette 26 27 28 29 Color: Corporate Color: Accent CMYK. Inc. RGB & HTML builds Paper s e c t i o n !0 Literature System 52 Graphic Element: the “edge” 53 Making the Applied Edge 54 Signature Placement 55 Grid Flexibility 56 Design Examples 57 Literature Examples & Templates 65 The Applied Voice s e c t i o n !1 Photography & Illustration 67 68 69 70 71 Photography: The New Library Photo Style Illustration: The New Library Illustration Elements Illustration Style s e c t i o n !4 Miscellaneous Examples 79 Nameplates & Labels for Products 80 Apparel 82 Everyday Items 83 Promotional Goods s e c t i o n !5 Think it. Guidelines 85 What it means: Overview 86 Tagline Typography 87 Tagline Variations 88 Tagline Color 89 Tagline Trademark 90 Tagline & Logo Lockup s e c t i o n !6 Launches.

our brand 2 .

launches. Using the logo and brand standards well. It’s also communicated by people’s impressions of our products. it’s all here. promotional goods. That said. unified brand message. and clients. and color to imagery and layouts. APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 6 ] . It’s crucial that they present a clear. employees. printed and interactive collateral. integrated. It’s as advanced and sophisticated as our technology. and our relationships with employees. technology. In the past. It’s flexible enough to communicate many different messages to many different audiences without straying from our core brand. This new system.Brand Promise Building Applied Materials’ Brand Our brand is much more than a logo or a color palette. innovation. As a global industry leader. product names. From logo. probably because our offices are so diverse and far-flung. many months in the making. It will create a strong. inventive company in the vanguard of the information age. we will have to use it correctly and consistently. vendors and the general public. our visual communications are the first things the outer world sees. Applied Materials deserves to be presented as a confident. will help to maximize Applied Materials’ brand equity among clients. To build the greatest long-term value. investors. our communications have tended to be somewhat variable. and so on. will give all of our communications a common foundation. immediate brand identity. The guidelines in this book will give you all the tools you need to create advertisements. typography.

the corporate identity 3 .

in what we call the “lockup. we put them side-by-side. Using it consistently will support our position in the global marketplace.The Corporate Identity Applied Materials’ Logo The Applied Materials’ corporate identity is the main visual element that identifies and represents our company.” We only use the “a” as a solo graphic element when the logotype is on the same page. Our identity has two components: the Applied “a” mark and the logotype “Applied Materials. ever crop or partially obscure the “a. All product logos must be approved by Brand Compliance and created by corporate graphics or our design house.” Here are the basic rules: When we use “a” and the logotype together. APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 8 ] . We never. All current and future logo designs are available from corporate headquarters.” We never design special logos for individual products or groups.

DOW OAD NL OAD NL [ 9 ] . That explains the switch to sans serif. “why bother?” It’s a matter of visual semantics. The old serif font said “traditional craft. the wide counters and slightly squared forms are as stable and solid as we are. white and blue version in PANTONE. Besides. and CMYK color builds. where many of our communications are seen now.” as the font designers put it. Not Revolution All we’ve done to the logo is commission a custom font for the logotype. This set includes black. RGB. We chose this particular font because it evokes the “mathematical reasoning of an engineer. the line weights harmonize with the stripes in the mark. The changes are so subtle you may ask. CLICK T CLICK T APPLIED MATERIALS IDENTITY STANDARDS | v1 Logo the logotype OW OD O Download the files: Click on the logo to download the entire logo assets folder. Adobe Illustrator v10 files and transparent gifs. serifs break up on screen. More importantly. and establish a single way to use it with the symbol.Evolution. To translate.” whereas we create leading-edge technology.

For special occasions. but you can also make it black or reverse it to white from a color field. which we’ll define later on. (We have made exceptions for a few special applications. This force field never lets anything touch the logo. OAD NL OAD NL Correct Usage Examples APPLIED MATERIALS IDENTITY STANDARDS | v1 Logo usage guidelines �� �� �� �� This blue block represents a large color field. and makes them look important. ever. [ 10 ] .) We like the logo best in Pantone 549 blue. the bug and the stacked signature will be locked together in one of the configurations you see here. Three Styles of Dress In almost every case. We’re not just being absurdly strict. not a “box. which is twice as wide as the cap height of APPLIED. you can dress it in silver or blue metallics from the palette on pages 13 and 14. or the icon on the left to download a folder of all the logos.” Clearspace: Give it Room to Breathe Think of the logo as residing in a protective force field. Isolating elements in space also makes them easier to read. or X.CLICK T CLICK T OW OD OW OD Download the files: Click on the desired logo to download artwork. White space sets things off from their surroundings.

To reflect this. Exceptional PowerPoint Uses The Exceptional Dimensional symbol is for exceptional PowerPoint applications. plastic. Then we were a young company entering a risky new industry. [ 11 ] .APPLIED MATERIALS IDENTITY STANDARDS | v1 Logo a new dimension Exceptional Dimensional Logo Things have changed since the symbol was designed in 1972. or threedimensional signage where the mark will be fabricated in stone. You can also use it in “art” applications. we designed a dimensional version of the symbol that turns the stripes into the architectonic columns of a great institution. most authoritative semiconductor company in the world. Please send any and all proposed designs to Corporate Marketing for approval. such as oversize displays. Now we are the biggest. You won’t use it often. or paper.

Do Not Try This at Home (Or in the Office) This page shows you how NOT to use the logo. which is to present Applied Materials and its employees with presence and stability. LOGO DON’TS Don’t turn the logo upside down Don’t skew the logo Don’t put hideous patterns inside the logo Don’t change the size relationships Don’t fill in letterforms or color letters individually Don’t flip the logo horizontally Don’t come up with any other violations Don’t! APPLIED MATERIALS IDENTITY STANDARDS | v1 Logo incorrect usage [ 12 ] . Consistency helps the logo do its job for the brand. The new visual system gives you plenty of opportunites to be creative—but not with the logo.

such as promotional pens and posters. literature.Minimum and Maximum Logo Size The logo sizes on this page are the ones we use most often. For very small and very large applications. Each size refers to a type of stationery. please use the logo at the sizes shown here.5"x 11" and 5. 8.5"x 8.5" brochures APPLIED MATERIALS IDENTITY STANDARDS | v1 Logo logo sizes 135% For placement on smaller print collateral 100% For placement on letterhead 85% For placement on small pieces [ 13 ] . you may scale the logo to fit. The smallest logo you can use for print and onscreen pieces is 85%. 165% For placement on 9"x 12". or advertisement. When you design these kinds of communications.

regional corporate logos 4 .

China will use the lockup. and add Chinese characters below. scaled to harmonize with the English typography.Regional Corporate Logos There are no independent regional logos. there is a legal need to add Applied Materials in Chinese below the logo. and set to the same width. In some cases. Applied Materials logo with Chinese translation APPLIED MATERIALS IDENTITY STANDARDS | v1 Logo regional corporate logos [ 15 ] . like China.

naming standards and product business group logos 5 .

Then you can start from scratch. the design development costs were too high. 7. Application and chamber: “Applied Endura Al…” d. For Level I and II launches. The new system is simpler—and more democratic. and system components aren’t eligible for ™ registrations. The entire formal product name must be used in at least the first mention in all documentation. you can delete “Applied. Never use the formal name until you launch 3. Please check before you use such words for a name. Names should build on existing names… 4. Technology (optional): “Applied Endura Al PVD…” e.All Product Groups Are Now Created Equal We did away with custom logos for different products and groups for two reasons: first. you will need both a product development code name and a formal launch name .” and second. After that.” APPLIED MATERIALS IDENTITY STANDARDS | v1 Naming Standards product naming model [ 17 ] . Any new Applied Materials product or service name must be developed by following a formal process before it is announced. Seven Little Rules 1. Version number: “Applied Endura Al PVD 2” 2. 6. What company is this? “Applied” b. they reinforced the idea that Applied Materials is a bunch of “silos. films. 5. The formal launch name has five terms: a. …unless you’re naming entirely new platforms and Level 1 launches. Most processes. chambers. Platform: “Applied Endura… ” c.

” Let’s capitalize on our collective strength.This Is A Brand Family? One of our key brand characteristics is the ability to integrate technologies seamlessly—1 + 1 = 3 Custom identities for different groups and products say “we aren’t related to those other guys. Un-Family at A Glance: APPLIED MATERIALS IDENTITY STANDARDS | v1 Naming Standards previous product logos [ 18 ] .

isn’t it? And it reinforces the idea that we are a single. The colors shown above are not assigned to products. Color versions have shared the same shading system to suggest 3-D. The product logo can be comprised of the platform name alone or the platform + an application (per the naming conventions). the Applied “a” symbol eliminates the need for the word “Applied”. OW OD Download the files: Click on the above logos to download the artwork. ® Centura® Enabler™ Centura® RP Epi Reflexion ® One and two-line longer name examples in black and white. There are two available type sizes. It’s much cleaner. The product name is set in Whitney Medium. That’s Better As you can see. These product logos are available in black and white.CLICK T CLICK T CLICK T CLICK T OW OD OW OD OW OD OW OD OAD NL OAD NL OAD NL OAD NL Producer® Black Diamond® Ah. Producer® Black Diamond® Endura® iCuBS™ UVision ® ® CLICK T CLICK T APPLIED MATERIALS IDENTITY STANDARDS | v1 PBG Logo Guidelines product brand family UVision Producer® Black Diamond® Endura® iCuBS™ UVision ® Producer® BLOk™ Producer® Stress Nitride™ SlimCell Centura ™ Producer® BLOk™ Producer® Stress Nitride™ SlimCell ™ Endura® iCuBS™ Producer® HARP™ ® Endura® iCuBS™ Producer® HARP™ Centura ® Centura® Enabler™ Centura® RP Epi Reflexion One-line shorter name examples in black and white. OAD NL OW OD OAD NL [ 19 ] . Just choose what looks the best with your product color scheme. They are also contained in a consistent shape. they are only examples. integrated company. or you may choose a color from our accent color palette. product logos are set in just one font. Click here to download a gradient swatch library. In this case. The provided product logo template has this shading built in. one designed for longer two-line names and a shorter one-word variation. upper and lower case.

It immediately communicates how the products fit because they feel like a set of things that work together.Ah. It is much more condusive to the 1+1=3 concept. That’s Better A consistent logo style like this will help reduce the perception of “silos” at Applied Materials. ��������� ������ APPLIED MATERIALS IDENTITY STANDARDS | v1 PBG Logo Guidelines product brand family � � �������������������������������������������������������������������������������������������� ��������������������������������������������������������������������������������������� ������������������������������������������������������������������������������������������������� ������������������������������������������������������������������������������������������ ������������������������������������������������������������������������������������������� ������������������������������������������������������������������������������� ���������� ��������� ���������� ���������������� �������������������������������������������������������������������������������������������� ��������������������������������������������������������������������������������������� ������������������������������������������������������������������������������������������������� ������������������������������������������������������������������������������������������ ������������������������������������������������������������������������������������������� ������������������������������������������������������������������������������� [ 20 ] .

legal requirements for communications 6 .

a trademark can serve as an important part of our business communications and maintain the integrity of the company image. It is essential to conduct a clearance search for every new mark or product name to minimize the risk of infringement on another mark. or any other distinctive expression. Trademarks: Companies use trademarks to distinguish their products or services in the marketplace. The use of [ 22 ] . When used correctly.S. and to maximize the opportunity to gain exclusive rights to the new mark or product name. A trademark may be in the form of a name. They must be protected. symbol or logo. we are obligated to make every effort to reduce the company’s exposure to litigation. APPLIED MATERIALS IDENTITY STANDARDS | v1 Logo legal requirements trademarked product names with the correct designation adds to the strength of Applied Materials’ brand name and makes our rights more enforceable. The final decision to adopt a mark will be made at the executive level. In the U.Legal Requirements for Communications Global Responsibility: As employees of Applied Materials. The Law Department will conduct clearance searches based on input from Corporate Marketing and Product Marketing. and used correctly to preserve the company’s world class reputation. Conversely when used improperly. Our trademarks carry the corporate goodwill of Applied Materials. Our Law Department and Corporate Marketing staff will help you follow the standards outlined in this guide.. A ™ indicates the trademark is being used or is in the process of being registered. and to protect our intellectual property and corporate image. or even diminish the distinctiveness of our trademark. Correct Usage: Trademarks carry legal rights which vary by the country in which the mark is registered and used. slogan. trademarks can confuse our customers’ perceptions of the business. The list with the appropriate trademark designation is available from the Law Department. the ‰ means the trademark is registered and protected by law from use by another company. Trademarks are generally indicated by the symbol ‰ or ™. company name and the appearance of our company name in distinctive logotype. Our trademarks include our logo.

The owner also reserves the right to reproduce. using a specific patent number. Once trademark “Applied Materials” in any external a patent has been granted by the U. search on pre-existing technology related to Vendors & Suppliers Can’t Use Our Name: the invention. film and computer disks.S.S. or otherwise use their material. or another communications. articles and written or verbal government. the Law Department conducts a patent distribute outside the company. Copyrights are indicated by the designation ©. APPLIED MATERIALS IDENTITY STANDARDS | v1 Logo legal requirements [ 23 ] . Permission must be obtained from the owner before reproducing Materials has one or more patent applications for the invention filed in the U. Preparing a patent application It is against Applied Materials’ corporate policy generally takes about two months.S. selling or using something we have invented. We must protect them from theft or abuse just as we protect our tangible property. Patents: An Applied Materials patent gives the company the right to prevent others from manufacturing. law to falsely advertise a product as patented. the © for protection on all materials that we First. sell. Note: It is potentially a violation of U. The Law Department The internal process for applying for a patent is at Applied Materials strongly recommends using much like requesting registration of a trademark. a product can be described as presentations. Similarly. it is important never to describe an invention as “patent pending” unless the Law Department has confirmed that Applied or otherwise using the material. copyrights and trade secrets are the legal tools that protect our valuable intellectual property. Patents. It generally for vendors or suppliers to use the name and takes about two years from the time a patent application is filed to issuance of a patent. distribute. websites. Patents are granted for inventions which are new and useful. Copyrights: Copyrights pertain to protection of Any exceptions must be handled on a case-bycreations conveyed via a fixed medium. paper. such as case basis.Legal Requirements for Communications Intellectual Property: The ideas and business strategies of Applied Materials employees are our most important assets. Patent Office. including but not limited to press releases. or in any internal communications patented. that may be circulated externally.

S. Information becomes. we take to protect the company’s trade secrets. a trade secret only when the company takes steps to keep it confidential. and generally a minimum step. Example modifiers include: customer name. is not known outside the company. suppliers. and remains. which are disclosed only as required and after a confidentiality or non-disclosure agreement has been signed and delivered to the Law Department. business unit or project. There are currently four authorized Applied Materials’ label types as indicated in the list on the right. and such protection does not exist in all countries. Applied Materials Confidential/”Modifier” Viewing audience is only members of the group named in the “Modifier” with a need to know. APPLIED MATERIALS IDENTITY STANDARDS | v1 Logo legal requirements External Use Viewing audience is anyone inside or outside the company (including competitors).Legal Requirements for Communications Trade Secrets: A trade secret is Applied Materials’ information which is maintained in confidence. Applied Materials Confidential Viewing audience is only need to know Applied Materials employees and external parties (customers. supplier. as well as otherwise unprotectable “know-how” The . customer or other party entered into prior to disclosure of information. and gives Applied Materials a commercial advantage. There are currently four authorized Applied Materials’ label types. Use this Label Type Reference to help determine the proper label for your document. Confidential Designation: This designation is a first step. and includes subject matter that can be copyrighted or patented. [ 24 ] . “Applied Materials Confidential” indicates that the material includes Applied Materials’ trade secrets. Trade secret laws vary by state within the U. Applied Materials Confidential Restricted/”Modifier” Viewing audience is restricted to a very limited audience as documented in a customer or supplier contract or by an internal business owner. workforce members) with an NDA or equivalent contract. An example of such a step: a confidentiality or non-disclosure agreement with a supplier. principal requirement of a trade secret is that the information must be kept confidential. “Trade Secrets” is a very broad category.

paper and inks 7 .color palette.

Lighter, More Sophisticated Blues When people in this industry see blue, they think Applied Materials. But change is good, so we chose a brighter, more technical blue—PANTONE® 549. Our blue looks crisp and lively when you give it plenty of white space and accent the layout with bits of black. Please use matte ink whenever you can. When you can’t use solid spot colors in print, just use the CMYK breakdown. To add depth to your designs, you can use Pantone 549 with Pantone 2975, plus grays from the Cool Gray series.
The colors shown on this page and throughout this manual have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE color Standard. Consult current Pantone Publication for accurate color. PANTONE® and other Pantone, Inc. trademarks are the property of Pantone, Inc.

APPLIED MATERIALS IDENTITY STANDARDS | v1

Color corporate palette

NE PA N T O 5 49 M

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NE PAONLTGOAY 5 M R O
C

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T NE PA N% OLACK B
85

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PA N T O ® NE 2975 M

CO OL

PA N

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AY 1

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E N ON PAOL TRAY 11 M G
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Out of The Clean Room The clean room inspired our secondary palette—nice source, don’t you think? Notice that all of these colors include a little of their opposite—they’re all slightly reduced. Plus, we only use matte inks. That’s why the colors feel richer, more organic. Since the palette ranges from bright to dark to muted and metallic inks, it offers many possibilities for emotional expression and visual depth. You’re welcome to try other colors. The only rules are to use matte inks and base your choices on similar color principles.
BRIGHT ACC E N TS

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APPLIED MATERIALS IDENTITY STANDARDS | v1

Color accent colors

PANTONE® 717 matte

PANTONE® 7409 matte

PANTONE® 7406 matte

PANTONE® 313 matte

PANTONE® 297 matte

PANTONE® 2975 matte

PANTONE® 8202
matte
(metallic alternate to 549)

PANTONE® 8401
matte
(metallic alt to cool gray 9)

MEDIUM ACC E N TS

A LT E R N AT E M E TA L L I C S

PANTONE® 7468 matte

PANTONE® 7474 matte

PANTONE® 376 matte

PANTONE® 370 matte

PANTONE® 704 matte

PANTONE® 7434 matte The colors shown on this page and throughout this manual have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE color Standard. Consult current Pantone Publication for accurate color. PANTONE® and other Pantone, Inc. trademarks are the property of Pantone, Inc.

MUTED ACC E N TS
PANTONE® 550 matte PANTONE® 552 matte PANTONE® 7527 matte PANTONE® 5645 matte PANTONE® 405 matte PANTONE® Black 4 matte

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PRIMARY C O LO R S

PANTONE® 549 matte

PANTONE® 2975 matte

PANTONE® Cool Grey 1 matte

PANTONE® Cool Grey 5 matte c15 m9 y8 k22 r178 g180 b179 html B2B4B3

PANTONE® Cool Grey 11 matte c48 m36 y24 k66 r77 g79 b83 html 4D4F53

Download CMYK library Download RGB library

CMYK & RGB Formulas This palette of colors is based on the PANTONE MATCHING SYSTEM®. Whenever possible, PANTONE® colors should be used. If PANTONE colors are not available, you can use CMYK colormatching. Pantone’s simulation color formulas are close cousins of solid-ink PANTONE colors, but do not match them precisely. Pantone has also developed RGB colormatching formulas. Again, these are as close as possible to original PANTONE colors, but do not match precisely. PANTONE has tested all these color builds to ensure the best color-matching possible. A HTML color programming code is also included for web pages and monitor color consistency.

c59 m8 y9 k19 r94 g156 b174 html 5E9CAE

c35 m0 y6 k0 r163 g219 b232 html A3DBE8

c3 m2 y4 k5 r224 g225 b221 html E0E1DD

APPLIED MATERIALS IDENTITY STANDARDS | v1

Color cmyk & rgb formulas

Download HTML library

BRIGHT ACC E N TS

PANTONE® 717 matte

PANTONE® 7409 matte

PANTONE® 7406 matte

PANTONE® 313 matte

PANTONE® 297 matte

PANTONE® 2975 matte

c0 m60 y100 k3 r217 g94 b0 html D95E00

c0 m33 y98 k0 r238 g175 b0 html EEAF00

c0 m17 y100 k0 r235 g183 b0 html EBB700

c100 m0 y10 k4 r0 g152 b195 html 0098C3

c51 m0 y1 k0 r114 g199 b231 html 72C7E7

c35 m0 y6 k0 r163 g219 b232 html A3DBE8

MEDIUM ACC E N TS

PANTONE® 7468 matte

PANTONE® 7474 matte

PANTONE® 376 matte

PANTONE® 370 matte

PANTONE® 704 matte

PANTONE® 7434 matte

c94 m16 y7 k28 r0 g117 b154 html 00759A

c98 m7 y30 k30 r0 g122 b135 html 007A87

c53 m0 y96 k0 r122 g184 b0 html 7AB800

c64 m5 y100 k24 r91 g143 b34 html 5B8F22

c8 m93 y58 k28 r162 g43 b56 html A22B38

c9 m89 y23 k34 r150 g49 b86 html 963156

The colors shown on this page and throughout this manual have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE color Standard. Consult current Pantone Publication for accurate color. PANTONE® and other Pantone, Inc. trademarks are the property of Pantone, Inc.

MUTED ACC E N TS

PANTONE® 550 matte

PANTONE® 552 matte

PANTONE® 7527 matte

PANTONE® 5645 matte

PANTONE® 405 matte

PANTONE® Black 4 matte

c43 m5 y6 k10 r140 g184 b198 html 8CB8C6

c22 m2 y3 k3 r190 g214 b219 html BED6DB

c3 m4 y14 k8 r218 g215 b203 html DAD7CB

c22 m5 y19 k16 r173 g187 b173 html ADBBAD

c23 m29 y32 k67 r95 g87 b79 html 5F574F

c40 m53 y59 k89 r56 g45 b36 html 382D24

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so we’re not going to use antique whites.com Domtar | Solutions® All trademarks are the property of their respective owners. they’re more sophisticated to the touch. Fox River® Paper Co. linens.foxriverpaper. We used to specify shiny coated stocks because photography reproduced best on them. and creams anymore. 80% post consumer fibers. APPLIED MATERIALS IDENTITY STANDARDS | v1 Paper paper selection [ 29 ] . ask these questions: • Is the paper stocked in white or bright white? Remember. But many matte papers now offer fine surfaces for reproduction.Paper Selection Suggestions Clean-Room-Whites Our world is super-clean and superbright. Support Clean Environments Nowadays we have many options for earth-friendly papers at budget-friendly prices.com Sappi Paper Company | McCoy Neenah Paper | environment® (Premium Recycled Papers) www. are process-chlorine-free and are elemental-chlorine-free. | various available www. Just as we prefer matte inks. we also prefer uncoated or matte-coated sheets. Their soft surfaces are not only easier on the eyes. Look for papers with these kinds of fiber contents: • 100% Post Consumer Waste Papers • Alternative Fiber Papers • 100% Recycled papers • FSC Certified Papers The Forest Stewardship Council certifies papers that have a minimum of 20% FSC certified fibers. Our papers should be the same. Your own printers and paper representatives can also make recommendations.neenahpaper. we do not use offwhite or cream-colored stocks • Is the paper internationally available? Will printers around the world be familiar with it? • Is the tradeoff between quality and price worth it? • Will the piece be imprinted at some point on an ink-jet printer—will you need an inkjet guarantee? Supplier Suggestions Here are just a few of the many papers available that meet our criteria. Tell your paper or printer representative what kind of effect you desire. ivories. Some Practical Thoughts To help you decide.

typography 8 .

Order the Larsen/Applied Materials version of Whitney from Hoefler & FrereJones at www. OAD NL OAD NL [ 31 ] . We agree. and its ample counters and open shapes make it clear under any circumstances.com Make sure they know you want the customized font set! CLEAN ROOM GATES LOGIC SCALE NANO WHITNEY BOOK WHITNEY MEDIUM WHITNEY SEMIBOLD WHITNEY BOLD WHITNEY BLACK WHITNEY LIGHT Levels Moore Wafer Circle Scale Films WHITNEY BOOK SC WHITNEY MEDIUM SC WHITNEY SEMIBOLD SC WHITNEY BOLD SC WHITNEY BLACK SC WHITNEY LIGHT SC Devices Insights Science Invent Digital Future W H I T N E Y B O O K I TA L I C W H I T N E Y M E D I U M I TA L I C W H I T N E Y B O L D I TA L I C W H I T N E Y B L A C K I TA L I C W H I T N E Y L I G H T I TA L I C W H I T N E Y S E M I B O L D I TA L I C Patent Lasers Silicon Layers Equips Yields W H I T N E Y B O O K I TA L I C S C W H I T N E Y B O L D I TA L I C S C W H I T N E Y B L A C K I TA L I C S C W H I T N E Y L I G H T I TA L I C S C APPLIED MATERIALS IDENTITY STANDARDS | v1 Typography corporate font W H I T N E Y M E D I U M I TA L I C S C CLICK T CLICK T OW OD OW OD W H I T N E Y S E M I B O L D I TA L I C S C Download the files: Select licenses for Whitney have been purchased by Corporate Marketing.” Their words. you must follow the instruction at the left to purchase the font. If you are not an Applied Materials employee. Whitney’s “…compact forms and broad x-height use space efficiently.Whitney This typeface’s twenty fonts will give you all the typesetting options you need.typography. If you have this CD you are licensed to use Whitney. Originally drawn by Tobias Frere-Jones for the Whitney Museum in New York.

You’re welcome. That’s why we asked the designers to include all the symbols you’ll ever need in our customized version of Whitney.Now With More Greek Symbols! Switching to a separate symbol font for the occasional scientific character is a pain—and can cause all kinds of production glitches if the additional font goes missing. APPLIED MATERIALS IDENTITY STANDARDS | v1 Typography special characters [ 32 ] .

small caps. such as automatic ligatures. any alternate glyphs in OpenType fonts may be selected manually via the Glyphs palette. which shifts punctuation vertically to better fit in an all-caps setting.Understanding OpenType Whitney OpenType font file works on Macintosh and Windows computers. Adobe InDesign lets you automatically substitute the ligatures. small capitals. As a result. Formatting text as all capitals invokes another OpenType glyph positioning feature. you can turn on OpenType layout features that automatically substitute alternate glyphs in an OpenType Pro font. and proportional old-style figures. In addition. [ 33 ] . APPLIED MATERIALS IDENTITY STANDARDS | v1 Understanding OpenType one cross-platform font file Adobe InDesign lets you select and insert any alternate glyph of an OpenType font using the Glyph palette. OpenType lets you move font files back and forth between platforms with noticeable improvement in cross-platform portability. are accessed through the Character palette in InDesign. Many of these OpenType layout features. and old-style figures of an OpenType font into your document simply by selecting the appropriate character menu item. With InDesign and other OpenTypesavvy applications.

if there are large gaps in between letters. Styling text is all about hierarchy. venit numsandre velesequat. si blamet ad tin ullut incillum zrilit praesecte tat. This is an example of descriptor copy 7pt/9pt type Whitney Book. Hierarchy is what you read first. Lore ex ea feuis nulputpat. coreratue vendre volorperit aliquat. There are typographic standards that stand for ease of readability. Two to three columns per letter size paper is a good general rule and less than 60 characters per line. there is a need for what is called kerning. Essence? Clean. For example. coherence and proportion. venit numsandre velesequat. coreratue vendre volorperit aliquat. APPLIED MATERIALS IDENTITY STANDARDS | v1 Typography sample settings Headline 20pt-28pt Whitney Medium Subhead 14pt-18pt Whitney Book Small Caps Body 8pt-11pt Whitney Book Discriptor Copy 6-8pt Whitney Light This is an example of body copy 9pt/12pt type Whitney Book.18 to . Et nummy nullaorem quam. Headlines need to be the first read and take up the most visual prominence. are smaller than the headline. Body copy is around 8pt-11pt type with 10pt to 14pt leading. Subheads lie directly underneath the headline.How to Style Text Here are some sample settings in our new corporate font Whitney. A typical body copy is set at 9pt type over 12pt leading. depending on the size of your piece. volobore eraesecte ero et del ex euipsustrud eu faccum non volesto odignisl ullaoreet. second and so on. you would never have less leading than you have point size because the type would overlap and not be readable. [ 34 ] . quis nullandiamet augiatin ute vel euis niam. Lore ex ea feuis nulputpat. si blamet ad tin ullut incillum zrilit praesecte tat. quis nullandiamet augiatin ute vel euis niam.2. The space between paragraphs should be . They are shown here from 20pt to 28pt and are often in Medium or Bold faces. simple typographic character. flush left is always a good idea. Also. Et nummy nullaorem quam. thus can be 14pt to 18pt and are usually in a lighter weight than the headline. a little less than one quarter of an inch. volobore eraesecte ero et del ex euipsustrud eu faccum non volesto odignisl ullaoreet.

headlines.Company-wide Font Substitution Sometimes you’ll want to use a special font (we’ll talk about that later). APPLIED MATERIALS IDENTITY STANDARDS | v1 Typography company-wide fonts Trebuchet ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Helvetica ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz [ 35 ] . The key to your choice is to create a clean. That’s why we’ve chosen substitute fonts for use with office and web applications. When you set text in PowerPoint. or HTML. When you combine text with images in a JPEG or EPS file. and will cause production problems later on. Be careful which font you choose—some aren’t available in native OEM Windows applications. Use Times when you want a serif font. subhead and navigation. MS Word. please use a sansserif like Helvetica or Arial. simple typographic character. please use Whitney for graphics.

stationery 9 .

When you do. That said. It has to sequence information in a user-friendly way. short. It has to create a strong sense of brand. That‘s why the first step in the redesign process was to list every job stationery has to do. we understand that you’ll need special forms and business papers at times. block style.We Take Stationery Seriously Stationery is used more often than any other brand-communicating material. and adapt it. APPLIED MATERIALS IDENTITY STANDARDS | v1 Stationery overview [ 37 ] . Probably more often than all our brand media combined. It has to be right. It has to represent the company first. When we were ready to design. please find a template that comes close to fitting your needs. This is a long way of saying that when you need stationery. Special Note: All stationery for external use must include Applied Materials’ full name and address. we tested every idea against those tasks. Letterhead has to look good with all kinds of text—long. please use the relevant templates on the resources website—or just place an order with Corporate Marketing. and the individual second. indented paragraphs. and so on.

Arques Ave.com 974 E.6550 f 408. such as oversize displays or three-dimensional signage where the mark will be fabricated in stone. we use the complete logo—with the “a” symbol locked up side-by-side to the logotype. 3050 Bowers Avenue Mail Stop 1250 Santa Clara.1157 c 408. MS 81280 Sunnyvale. plastic.584.584.. California 94086 [ 38 ] . California 95004 Suzanne Patterson Group Marketing Manager Front End Products t 408.3050 Bowers Avenue Mail Stop 1250 Santa Clara. or paper. Please send any and all such designs to Corporate Marketing for approval.1194 suzanne_patterson@amat.896. When we do use the “a” as a graphic. You can also use the “a” symbol in artistic applications. California 95004 APPLIED MATERIALS IDENTITY STANDARDS | v1 Logo separating the symbol Using The “a” Symbol As A Graphic In almost every application. such as stationery. For things that represent Applied Materials as a whole. we can use the “a” by itself. we always include the APPLIED MATERIALS logotype on the same page.

(A lot of people don’t have perfect. maximum. and business group. we stacked all the personal info in one column. we embossed the symbol. 20-20 vision).5" If you must print cards for your own group. To give it texture and presence. title. we know. but you’d be surprised…). You get ten lines. and finally snail address.US Business Card To brand the card. we use the “edge” and make the back side solid blue. then telephone and email. keep these rules in mind: The email address must match the person’s listing in the Applied Materials’ directory (we know. We sequenced the contact info the way people use it: name. front side is white | 2" x 3. [ 39 ] . for all the contact information.5" APPLIED MATERIALS IDENTITY STANDARDS | v1 Stationery the business card back side is blue | 2" x 3. Please don’t use extra-tiny type to squeeze in more copy. To make the design as pure and efficient as our products.

and Japanese is the needed translation. please have the design approved by Corporate Marketing. side of the card. English is local language.) Put translaton on the back (blue).Bilingual Business Cards Put the local language on the front of the card. (In the example shown at the left. front side is white | 2" x 3. If your region uses additional logos.5" [ 40 ] .5" APPLIED MATERIALS IDENTITY STANDARDS | v1 Stationery bilingual business cards back side is blue | 2" x 3.

Notice how absolutely simple this design is? It’s so open that it will look good with almost any style of letter. such as product logos or slogans. and the grays are back.5" letterhead | 8.125" x 9.5" x 11" second sheet | 8. You’ll notice that there is no name or title in this design. (No exceptions for VIPs). This is because we don’t personalize the design with people’s names (except for VIPs). the blues. California 95004 #10 envelope | 4. of course.3050 Bowers Avenue Mail Stop 1250 Santa Clara. We also never add promotional imagery.5" x 11" [ 41 ] . California 95004 Letterhead The embossed symbol. APPLIED MATERIALS IDENTITY STANDARDS | v1 Stationery letterhead 3050 Bowers Avenue Mail Stop 1250 Santa Clara.

But again.5" monarch letterhead | 7. APPLIED MATERIALS IDENTITY STANDARDS | v1 Stationery executive letterhead Mike Splinter President & Chief Executive Officer 3050 Bowers Avenue Mail Stop 1250 Santa Clara.25" x 10" [ 42 ] . they don’t get to use any special promotional slogans or logos. California 95004 monarch envelope | 3. California 95004 3050 Bowers Avenue Mail Stop 1250 Santa Clara. This is also the only stationery that is personalized with a printed name and title.VIP Stationery Our top executives—the CEO and some VPs—use monarch stationery with the “edge” treatment and a blue flap on the envelope.875" x 7.

quis nos ex et.2" 3050 Bowers Avenue Mail Stop 1250 Santa Clara.25" x 10" letterhead | 8. volorer cilit. volorer cilit. vent ad magniam. California 95004 1. Lor sectet praessi. or use the Microsoft Word typing template. Im alisim del et. 2006 Recipient’s Name Company Name Address 1 Address 2 City. quis nos ex et.3125" 8. quis doluptat. Sincerely. velenis ea feummy nullam quatum zzrit alit. Ibh enim veliqua met. Min ut prat nisit nulputat velis nisci blam. State. Sincerely. State. 00000 Dear (Name). quissit ilit utirit pratem incipsuscin henissequat am. coreros digna faccumsan vel et iure faccum nonullum dolobor inci blandiam dolore dolorpe rcipsumsan hent lum iriure con esed min ea feugiatio conse doluptat.5 pt | 13 pt leading Sender’s Name Sender’s Title Sender’s Name Sender’s Title 1" 1" monarch letterhead | 7. use a single page of standard letterhead and second sheets as needed. velit nos duisim amconul putpatem inim venim at. Min ut prat nisit nulputat velis nisci blam.9375" 1. quis augait prat lobor si bla consequatet lumsandre feum ero essim vulputatinim vendipsummy nos diat augiatie dolorperaese dolorting erc ipsum digna commolor augait incipsum volore feuis etue faccummy non veles sequat adit pratueros amconsequat enim in hendrer ostinim dolore feuguer sum. etc. To set your margins. velenis ea feummy nullam quatum zzrit alit. Heiam. quis doluptat. Duipit lore mincil exeros ad tat lutat. quis augait prat lobor si bla consequatet lumsandre feum ero essim vulputatinim vendipsummy nos diat augiatie dolor peraese dolor ting ercipsum digna commolor augait incipsum volore feuis etue faccum my non velessequat adit pratueros amconsequat enim in hendrer ostinim dolore feuguer sum eraessi. Lore commy nulputpat.5" x 11" [ 43 ] . Vulput praesendre ex exerit vero dol orem iril luptatum dolorero od tat lorer adiamet. Duipit lore cil exeros adtat lutat.875" Month 00. Vulput praes endre ex exerit vero dolorem irill uptatum dolorero od tat lorer adiamet. veliquipit lum dolore molesequat at. Heiam. 2006 Recipient’s Name Company Name Address 1 Address 2 City. Im alisim del et. Lore commy nulputpat. vulput lutat alismolore te tis adio consed minibh exer ipsuscipit doluptat. 1. Lor sectet praessi.. coreros digna faccumsan vel et iure faccum nonullum dolobor inci blandiam dolore dolorpe ripumsan hent lum iriure con esed min ea feugiatio conse doluptat. Month 00. APPLIED MATERIALS IDENTITY STANDARDS | v1 Stationery typing guidelines Type specs for all letterhead sizes: Times | 10.5 x 11 Typing Guidelines For company documents. veliquipit lum dolore molesequat at.5" 3050 Bowers Avenue Mail Stop 1250 Santa Clara. Ibh enim veliq uamet. vulput lutat alismolore te tis adio consed minibh exer ipsuscipit doluptat. vent ad magniam. 00000 Dear (Name). California 95004 Mike Splinter President & Chief Executive Officer 2" . velit nos duisim amconul putpatem inim venim at. quissit ilit ut irit pratem incipsuscin henissequat am. you can either memorize all the tiny blue numbers on this page.

vulput lutat alismolore te tis adio consed minibh exer ipsuscipit doluptat. To set your margins. quis augait prat lobor si bla consequatet lumsandre feum ero essim vulputatinim vendipsummy nos diat augiatie dolor peraese dolor ting ercipsum digna commolor augait incipsum volore feuis etue faccum my non velessequat adit pratueros amconsequat enim in hendrer ostinim dolore feuguer sum eraessi.25" x 11. Duipit lore cil exeros adtat lutat. State. 00000 Dear (Name). Im alisim del et. volorer cilit. Sincerely.84" A4 Typing Guidelines The rules for A4 sheets are the same as for US sheets. quis doluptat. California 95004 1.. coreros digna faccumsan vel et iure faccum nonullum dolobor inci blandiam dolore dolorpe ripumsan hent lum iriure con esed min ea feugiatio conse doluptat. velenis ea feummy nullam quatum zzrit alit. use a single page of standard letterhead and second sheets as needed. etc.16" Month 00. 1. you can either memorize all the tiny blue numbers on this page. vent ad magniam. Lore commy nulputpat. Min ut prat nisit nulputat velis nisci blam. quissit ilit utirit pratem incipsuscin henissequat am. Vulput praes endre ex exerit vero dolorem irill uptatum dolorero od tat lorer adiamet. velit nos duisim amconul putpatem inim venim at. Ibh enim veliq uamet. Heiam.2" 3050 Bowers Avenue Mail Stop 1250 Santa Clara. Lor sectet praessi. or use the Microsoft Word typing template. 2006 Recipient’s Name Company Name Address 1 Address 2 City. For company documents.5 pt | 13 pt leading Sender’s Name Sender’s Title 1" letterhead A4 | 8. veliquipit lum dolore molesequat at.75" [ 44 ] . APPLIED MATERIALS IDENTITY STANDARDS | v1 Stationery typing guidelines Text on A4 letterhead size: Times | 10. quis nos ex et.

3050 Bowers Avenue Mail Stop 1250 Santa Clara, California 95004

1.75"

Addressing Envelopes and Labels Envelopes and mailing labels will be pre-printed with the Applied Materials symbol and address, then imprinted with the recipients’ addresses. Print the envelopes on high-quality offset printers. You can laser-print the labels. We designed the template so you can print eight on an 8.5” by 11” sheet.
1.375"
3050 Bowers Avenue Mail Stop 1250 Santa Clara, California 95004

APPLIED MATERIALS IDENTITY STANDARDS | v1

Stationery addressing guidelines

4.25"

Recipient’s Name Company Name Address 1 Address 2 City, State, 00000

1"

Recipient’s Name Company Name Address 1 Address 2 City, State, 00000

mailing label | 4.25" x 2.75"

#10 envelope | 4.125" x 9.5"

1.5"

3"

Text on envelopes and labels: Times | 10.5 pt | 13 pt leading

Recipient’s Name Company Name Address 1 Address 2 City, State, 00000

monarch envelope | 3.875" x 7.5"

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Note Card & Matching Envelope Sometimes you need to send a nice handwritten note, invitation, or thank you card. That’s why we included this elegant design for an A6 note card. It’s blind embossed (embossed, but not printed) with a dimensional symbol, and has a special, metallic silver envelope. To address it, use a standard mailing label (see previous page)
A6 card | 4.5" x 6.25"
3050 Bowers Avenue Mail Stop 1250 Santa Clara, California 95004

APPLIED MATERIALS IDENTITY STANDARDS | v1

Stationery note card & envelope

mailing label | 4.25” x 2.75”

A6 envelope | 4.75" x 6.5"

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Note Pads and Stickies Even the humblest of stationery items have been given the brand treatment here. You can choose between letter-size note pads with grid lines for on-the-spot systems design, or smaller pads with just a logo. Sticky notes are standard size.

APPLIED MATERIALS IDENTITY STANDARDS | v1

Stationery note pads

note pad | 5.5" x 8.5" sticky note | 3" x 3"

www. appliedmaterials.com | 1-408-727- 5555

note pad | 8.5" x 11"

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3050 Bowers Avenue Santa Clara. coreros digna faccumsan vel et iure faccum nonullum dolobor inci blandiam dolore dolorpe rcipsumsan hent lum iriure con esed min ea feugiatio conse doluptat.com 3050 Bowers Avenue Santa Clara. APPLIED MATERIALS IDENTITY STANDARDS | v1 Business Papers fax sheets and memos memo to: from: John Doe Jane Doe to: from: fax John Doe Jane Doe date: 12. quissit ilit ut irit pratem incipsuscin henissequat am.10. velit nos duisim amconul putpatem inim venim at. Vulput praesendre ex exerit vero dolorem irilluptatum dolorero od tat lorer adiamet. Im alisim del et. quissit ilit ut irit pratem incipsuscin henissequat am. quis augait prat lobor si bla consequatet lumsandre feum ero essim vulputatinim vendipsummy nos diat augiatie dolorperaese dolorting ercipsum digna commolor augait incipsum volore feuis etue faccummy non velessequat adit pratueros Text on memo & fax forms: Helvetica | 9.com Electronic Business Papers The fax and memo forms are shown here. velit nos duisim amconul putpatem inim venim at. volorer cilit. Lor sectet praessi.10. Isl utpat. Lore commy nulputpat. We’ve reverted to the standard lock-up logo to reinforce the identity.amat. sis eu faccummy nibh endre ent ver sumsan henit del dolobore.06 time: 9 AM phone number: 408-727-5555 fax number: 408-727-5555 subject: Applied Materials Fax Cover Page date: 12. veliquipit lum dolore molesequat at. Min ut prat nisit nulputat velis nisci blam. Duipit lore mincil exeros ad tat lutat. velenis ea feummy nullam quatum zzrit alit. vent ad magniam. Im alisim del et. Vulput praesendre ex exerit vero dolorem irilluptatum dolorero od tat lorer adiamet. velenis ea feummy nullam quatum zzrit alit. quis doluptat. We hope that you will help us build a consistent brand (and save money on expensive color stationery) by using these templates for all your internal faxes and memos. vulput lutat alismolore te tis adio consed minibh exer ipsuscipit doluptat. total pages: 3 including cover Heiam.amat. quis augait prat lobor si bla consequatet lumsandre feum ero essim vulputatinim vendipsummy nos diat augiatie dolorperaese dolorting ercipsum digna commolor augait incipsum volore feuis etue faccummy non velessequat adit pratueros Lamconsequat enim in hendrer ostinim dolore feuguer sum eraessi. Duipit lore mincil exeros ad tat lutat.06 subject: Applied Materials Memo Format Heiam. Ibh enim veliquamet. quis doluptat. quis nos ex et.5" x 11" fax cover sheet | 8. Suscipi smodolesse ex esequam consed magnibh ex erit accummo lorper sectetu mmodoluptat vercidunt nit nostio odiam zzriustrud dolor am.5 pt | 12 pt leading memo | 8. Thank you. Ibh enim veliquamet.5" x 11" [ 48 ] . vent ad magniam. coreros digna faccumsan vel et iure faccum nonullum dolobor inci blandiam dolore dolorpe rcipsumsan hent lum iriure con esed min ea feugiatio conse doluptat. quis nos ex et. CA 95054 Tel: 1-408-727-5555 Fax: 1-408-727-5555 www. CA 95054 Tel: 1-408-727-5555 Fax: 1-408-727-5555 www. Ignis ad dipit irit auguerate velestrud tat. Lore commy nulputpat. volorer cilit. veliquipit lum dolore molesequat at.

volorer cilit. please use the blue interoffice label. quissit ilit utirit pratem incipsuscin henissequat am. Using this instead of the preprinted color stationery will save a surprising amount of money. quis doluptat. vent ad magniam. Duipit lore cil exeros adtat lutat.amat. Min ut prat nisit nulputat velis nisci blam. Lore commy nulputpat. Vulput praes endre ex exerit vero dolorem irill uptatum dolorero od tat lorer adiamet. veliquipit lum dolore molesequat at. Print it out on your black and white laser jet printer.5 pt | 12 pt leading Sender’s Name Sender’s Title interoffice communique | 8. vulput lutat alismolore te tis adio consed minibh exer ipsuscipit doluptat. interoffice label | 3" x 2" Text on interoffice communications: Helvetica | 9.3050 Bowers Avenue Santa Clara. 2006 to: m/s Dear (Name).5" x 11" [ 49 ] .com Interoffice Communications When you need to send the rare printed letter to an Applied Materials colleague. please check one: APPLIED MATERIALS IDENTITY STANDARDS | v1 Business Papers interoffice letters & forms confidential To be opened by addressee only May be opened by office or addressee interoffice communique Month 00. Im alisim del et. velit nos duisim amconul putpatem inim venim at. coreros digna faccumsan vel et iure faccum nonullum dolobor inci blandiam dolore dolorpe ripumsan hent lum iriure con esed min ea feugiatio conse doluptat. please use this black-andwhite interoffice correspondence template. Ibh enim veliq uamet. quis augait prat lobor si bla consequatet lumsandre feum ero essim vulputatinim vendipsummy nos diat augiatie dolor peraese dolor ting ercipsum digna commolor augait incipsum volore feuis etue faccum my non velessequat adit pratueros amconsequat enim in hendrer ostinim dolore feuguer sum eraessi. quis nos ex et. from: m/s Heiam. Lor sectet praessi. CA 95054 Tel: 1-408-727-5555 Fax: 1-408-727-5555 www. When the content is confidential. velenis ea feummy nullam quatum zzrit alit. Sincerely.

literature system !0 .

Tradeoffs and Challenges Any time you design a visual system you make tradeoffs. That said. In another nod to practicality. by Semicon West 2006. If you believe you have an exception. please contact Corporate Marketing for approval. but not so many as to create confusion. and flexible enough to use in different media and campaigns. enough to represent a single brand. That’s why every template has a wide unprinted border. so that highquality brochures and fast-changing data sheets could use the same grid. Use them as long as their contents and targets are current. we don’t expect you to redesign and reprint all your materials right away. our goal was to allow as much creative latitude as possible while establishing a consistent look and feel. Finally. We wanted to set enough guidelines to create consistency. APPLIED MATERIALS IDENTITY STANDARDS | v1 Literature System overview [ 51 ] . We wanted the system to be distinctive. we wanted a grid that could be printed with laser printers as well as with offset lithography. With the new literature system. we expect all of our literature to be based on the new system.

As you’ll see further on. If the frames are the same.45 Degrees of Distinction One way to create visual unity when you’re working with a huge range of subjects and contents is to frame things consistently. the logo. 45° APPLIED MATERIALS IDENTITY STANDARDS | v1 Graphic Element the applied edge [ 52 ] . visitors will understand that a single entity is presenting the art. and the typography are the elements that hold our identity together. the new system gives you a lot of leeway with grids and imagery. The other three corners utilize a rounded sevenmillimeter radius. This frame. Think of a gallery with several artists’ work. Our frame’s upper left corner is always trimmed at 45 degrees (we stole that idea from the “a” symbol).

78 cm). For very smalll and very large formats. you can adjust these dimensions proportionally. Use the resulting triangle to subtract from the box or to mask the radius corner. 3 At the upper left corner of the margins.5" by 11" or A4 page: 1 Set 3/16 inch (4.CLICK T CLICK T OW OD O Download the frame: Click here to download pre-made frames. For formats larger than 11"x17" (27. you may want to slightly increase the size of the radius corner and depth of the angled edge.94 cm x 43. draw a 1/4 inch APPLIED MATERIALS IDENTITY STANDARDS | v1 Graphic Element the applied edge 1 2 (19.18 cm).05 mm) square.7cm x 17. DOW OAD NL OAD NL How to Make The Frame For an average 8. 2 Draw a box along the margins with 7mm radius corners. For formats smaller than 5"x7" (12. you may want to decrease the size of the radius corners and the depth of the angled edge a bit. 3 4 [ 53 ] .7625 mm) margins. 4 Delete the bottom right point of the square.

APPLIED MATERIALS IDENTITY STANDARDS | v1 Grid & Logo Placement the guidelines [ 54 ] . You’ll see a very similar relationship on the PowerPoint template. The PBG or division type is set in 9. but it can be placed in the top grid unit if desired. A line element runs beneath it. In most cases. DOW OAD NL OAD NL One Grid.CLICK T CLICK T OW OD O Download the grid: Click on images at right for pre-made grids with division signature. Just don’t violate the 3/16 inch border—bleeds will not work with the laser printers that most of our data sheets and specification sheets are printed on. The line is .5pt (the same as the frame). Product group or divisional identifiers are placed to the left of the corporate logo (aligned with the top of the logotype). 7-row grid you see here is quite flexible. You can use the columns in almost any combination. you will use the graphic frame (details on the previous page). The default placement is in the lower right hand corner of the grid.5pt Whitney Book. aligned with the bottom of the logo. Many Flavors The eight-column. the logo will be in one of the two positions shown. In most cases.

We can imagine times when you’ll make creative combinations of all 56. you can easily design your page with anywhere from one to four colums of text. If that doesn’t work. But we won’t limit you to standard layout selections. seven row grid (with 56 boxes)? Try starting with a letter-sized grid. you have 56 boxes to play with. What if your format is too small to allow you to make an eight column. with a 3/16 inch border. DOW OAD NL OAD NL 4 column grid Variations on the Grid With eight columns and seven rows. then see how many of the boxes will fit on your format.CLICK T CLICK T OW OD O Download the frame: Click here to download an 8. As shown in the examples at the right.5"x11" grid. 1 column grid APPLIED MATERIALS IDENTITY STANDARDS | v1 Grid Variables 56 blocks of flexibility 3 column grid 2 column grid [ 55 ] . we trust you to figure it out.

and still keep them looking like part of the same brand family. It’s up to you—and the message you’re communicating. letterbox shapes. checkerboards. split it in half. Use a full frame. APPLIED MATERIALS IDENTITY STANDARDS | v1 Design Samples literature system ���������� ������� ������������������ ��������������������������������������������������������������������� ����������������������������������������������������������������������� ������������������������������������������������������������������ ����������������������������������������������������������������������� �������������������������������������������� ��������� ��������� ������������������� ��������������������������������������������������������������������� ����������������������������������������������������������������������� ������������������������������������������������������������������ ����������������������������������������������������������������������� �������������������������������������������� � ��������� ��������� ����������������������������������� ���������������������������������� ��������������������������� ��������������������������������������� ����������������������������������� ������������������������������������ ����������������������������������� ������������������������������������ �������������������������������������� ���������������������������������� ������������������������������ � ��������������������������������������� �������� ����� [ 56 ] .Distinction Within Consistency These samples show how the new system allows you to design entirely distinctive pieces for different campaigns and projects. make stripes.

you can either download one of our samples and use it as is. simple shapes. When it’s time to produce a new document. the frame. the clear contrasts. Get familiar with them before you need them so you can get a sense of the look and feel.Overall Aesthetic Direction The samples we’ve designed will give you a sense for the look we’re after. or use it as a starting place. We ask that you follow the basic aesthetics of the visual system. and the acres of white space. APPLIED MATERIALS IDENTITY STANDARDS | v1 Design Samples literature system [ 57 ] . Notice the large. There are samples here for everything from postcards to brochures.

������������������� �������������������� ��������������� ������������������������������������������������������������������� ����������������������������������������������������������������� ��������������������������������������������������������������� Direct Mail Example 4” x 6” Announcement or Invitation. This postcard design uses a hairline frame with the radius corners and the angle around images of global movement and close-cropped photos of Applied equipment. DOW ����� ���� OAD NL OAD NL ������������������������������������������������������������������������������������ [ 58 ] . of course. Check out the image library for ideas (more on that later). you can also use address labels. Although it’s designed as a self-mailer. You can change the messaging and imagery to suit your current purposes. CLICK T CLICK T APPLIED MATERIALS IDENTITY STANDARDS | v1 Design Samples literature system OW OD ������ ������������������������������������������������������������������� ���������������������������������������������������������������� ���������������������������������������������������������������� ������� ������������������ �������������� ��������������������� ������������������������� ��������������������� �������������������������������� ������������������� ������������������������� ����������������������� ������������������� O Download the files: Click here to download a template.

Direct Mail Example 4. This tent-fold design includes a tear-off card on the back panel that’s pre-addressed for easy replies. CLICK T CLICK T APPLIED MATERIALS IDENTITY STANDARDS | v1 Design Samples literature system OAD NL ���������� ���� ������ ������ ����� ���������������� ������ DOW ������ ����������������� ������������������ ��������������������� ��������������������� ���� ��������������������� ����� �������� � ���������� � ������������������������������������������������������������������� ���������������������������������������������������������������� ���������������������������������������������������������������� ������������������ �������������� ��������������������� ������������������������� �������������������������������������������������������������������������� ����������������������������������������������������������������������� OAD NL �������������������������������� ����������������������������������������������������������������������������������� ��� [ 59 ] . OW OD O Download the files: Click here to download a template. Embossing the “eve” in “reveal” conveys the idea of “an evening of revelations.75” x 6.5” Announcement or Invitation with RSVP Card.” Mail it in a B6 envelope.

������������������ �������������������� ������������������������������ ������������������������������������������������������������� ������������������������������������������������������������� HTML E-mail Example Announcement or Invitation 500 pixels x 650 pixels This HTML direct-email piece is easy to design. Is “reveal” the wrong concept today? Change it. OW OD ������ ������ ������ ����� ������������������������� ������ ������������������������������ ������������������ ��������������������� �������������������� ������ ������ CLICK T CLICK T APPLIED MATERIALS IDENTITY STANDARDS | v1 Design Samples literature system OAD NL �������������� ������������������������������������������������������������������������������������������������������������������������������������� ������������������������������������������������������������������������������������������������������������������������������������� ���������������������������������������������������������������������������������������������������������������������������������� ������������������������������������������������������������������������������������������������������������������������������������ ������������������������������������������������������������������������������������������������������������������������������������ ������������������������������������������������������������������������������������������������������������������������� ��������������� ��������������������������������������������������������������������������������� ��������������������������������������������������������������������������������� ����������������������������������������������������������������������������������� ���������������������������������������������������������������������������������� ����������������������������������������������������������������������������������� ������������������������������������������������������������������������������ ������������������������������������������������������������������������������ ����������������������������������������������������������������������������� �������������������������������������������������������������������������������� ���������������������������������������������������������� ������ ����� ������������������������� ������ ������������������������������ ������������������ ��������������������� �������������������� Download the files: Click the desired template to download. or anything else you need to promote. Change the imagery too. and deploy. Use it for events. OAD NL OW OD ������������������������� ��������������������������������������������������������� ������������������������������������������������������ ������������������������������������������������ ���������������������������������������������������� ��������������������� ������������������������������� �������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������� ������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������ ���������������������������������������������������������������������������������������������������������������� �������������������������������������������������������������������������������������������������������������������������� ��������������������������������������������������������������������������������������������������������������������������� ������������������������������������������������������������������������������������� [ 60 ] . seminars. program. Just keep the airy. orderly look and feel. launches.

Fold it in thirds. ������������������ �������������� ��������������������� ������������������������� ������������������� ������������������������� ����������������������� ������������������� ������ ������ DOW OAD NL OAD NL ������������������������������������������������������������������� ���������������������������������������������������������������� ���������������������������������������������������������������� ��������������������� �������������������������������� ������������������������������������������������������������������� ���������������������������������������������������������������� ���������������������������������������������������������������� ��������������������� �������������������������������� ����������������������������������������������������������������������������������� [ ����� ��� 61 ] .��������������������������������������������������������������� ����������������������������������������������������������� Direct Mail Poster Example ������������������ CLICK T CLICK T APPLIED MATERIALS IDENTITY STANDARDS | v1 Design Samples literature system OW OD Announcement. Invitation. O Download the files: Click here to download a template. use this extra-big mailer. or Special Campaign 15" x 21" (5" x 7" folded) When you have an extra-big message. and mail it in a translucent silver poly bag with a self-closure for extra attention.

too. Fold it in thirds. It’s great for specificatoin charts.������������������������������������������������������������������� ��������������������������������������������������������������� ��������������������������������������������������������������� Literature Example Tri-Fold Brochure The narrow panels are perfect for presenting chunks of different content—one story per panel. and mail it in a translucent silver poly bag with a self-closure for extra attention. OAD NL OW OD OAD NL ��������������������������������� ����������������������������������������������� ��� ���������������������������������������������������������������������������������� [ 62 ] . CLICK T CLICK T APPLIED MATERIALS IDENTITY STANDARDS | v1 Design Samples literature system OW OD ������ ������������������ �������� ����� ������� ������������ �������� ����� ����������������� ������� ������������� �������� ���������������� ����� ���������������� ���������� ������������������ ���������������������� �������������� ��������� ���������������������� ������������������������������������� �������������������������������������������� ������������������������������������������� ����������������������������������������� ������������������������������������������� ��������������������������������������� ������������������������������������������ ��������������������������������������� ��������������������������������������� ���������������������������������������� ������������������������������������������� ������������������� ������������������������������������������ ��������������������������������������������� ��������������������������������������������� ��������������������������������������� ���������������������������������������������� �������������������������������������������� �������������������������������������������� ������������������������������������������������� ������������������������������������������������ �������������������������������������������� ��������������������������������������������� ������������������������������������ ���������������� ����������������������������������������� ������������������������������������������� ������������������������������������������ �������������������������������������������� ������������������������������������������� ������������������������������������������������ ������������������������������������������������� ������������������������������������������� �������������������������� ������������ ������������� ������������������������������������� �������������������������������������������� ������������������������������������������� ����������������������������������������� ������������������������������������������� ��������������������������������������� ������������������������������������������ ��������������������������������������� ��������������������������������������� ���������������������������������������� ������������������������������������������� ������������������������ ������������������������������������������ ��������������������������������������������� ��������������������������������������������� ��������������������������������������� ���������������������������������������������� �������������������������������������������� �������������������������������������������� ������������������������������������������������� ������������������������������������������������ �������������������������������������������� ��������������������������������������������� ������������������������������������ ��������������������� ����������������������������������������� ������������������������������������������� ������������������������������������������ �������������������������������������������� ������������������������������������������� ������������������������������������������������ ������������������������������������������������� ������������������������������������������� �������������������������� Download the files: Click on each image to download inside and outside files for this template.

so we’ve kept the design extra clear and orderly. Customers can be overwhelmed by all the data. CLICK T CLICK T ��������������������� ������������ APPLIED MATERIALS IDENTITY STANDARDS | v1 Design Templates data sheet OW OD O Download the files: Click here to download a template. DOW OAD NL OAD NL ���������������������������������� ������������������������������������������������������� �� �� �� �� �� � �������� ������������� ����� ��� ������� �������������������������� � � � � �� ��������� ���������������������� ����������������� �������� ������������� ���� ����� ����������� [ 63 ] .Data Sheet Templates We use more of these than almost anything but stationery.

DOW ���������������������������������� ������������������������������������������������������� OAD NL OAD NL �� �� �� �� �������� ������������� ����� ��� ������� �������������������������� ������� � �� � � � � � �� ��������� ��������� ��������� � [ 64 ] . Keeping the cover and back open helps to reduce the impression of clutter or confusion.Brochure Templates A longer version of the data sheet. this is still rooted in technical information and proofs. Also shown is an example of folder packaging for your various brochures and data sheets. CLICK T CLICK T ��������������������� APPLIED MATERIALS IDENTITY STANDARDS | v1 Design Templates data brochure & folder OW OD ������� � ���������������������� ����������������� �������� ������������ ������������� ���� ����� ����������� O Download the files: Click the images to download the templates.

And so the cycle goes forward. run-on sentences. We use the active voice: things don’t just happen. The fast pace of the semiconductor and semiconductor equipment industries bring our customers new challenges every year. We use plain English. Our engineers and technologists. precise. never cute. they’re. We favor real information over grandiose generalizations. Two things drive us: the industry in general. are solving the industry’s most difficult technical problems. concise. No Product Momentum The semiconductor and semiconductor equipment industries continue to move at a rapid pace. We avoid long. such as we’ll.How We Speak to Our Markets Our voice is clear. and the talent of our people. Yes We Create Momentum Moore’s law predicted that chip capability would double every two years. We take their challenges as opportunities to solve the industry’s most difficult problems. which predicts the doubling of chip capability on average every two years. We do not use Latinisms or management-ese. The changing needs of our customers provide many opportunities for continuing our growth. the lifeblood of our company. Applied Materials has proven the rule for decades. People do things. We use some common contractions. We’re sometimes witty. We lead with key ideas. and follow with supporting details. and straightforward—but not stuffy. APPLIED MATERIALS IDENTITY STANDARDS | v1 Literature the applied voice [ 65 ] . Our innovative solutions continue to drive Moore’s law. and spec’. pushing the science ahead to create new challenges and opportunities.

photography and illustration !1 .

CLICK T CLICK T APPLIED MATERIALS IDENTITY STANDARDS | v1 Photography image library OW OD OW OD Download the files: Click on the photographs at the right to download this photo library.Clean. Colorful Reality Who needs colored lights when our clean rooms provide colorful images like this? Our new library finds drama in the details. OAD NL OAD NL [ 67 ] .

In fact. such as this Slim Cell tower. You can go along with this for now—just use the new natural lighting style for any additional shots. Frame Your Children Well Properly framed and cropped. The exterior “skins” of tools hold little communication value—many look alike. we’ve used them as a model for the entire visual system. Magazines may still want images with gel color. APPLIED MATERIALS IDENTITY STANDARDS | v1 Photography style guide NO!—Artificial light & gels YES—Natural light & color [ 68 ] . Frame your shots to eliminate clutter and accentuate forms. from the color palette to the clean. use long exposures. are all we need. All of the images on this page were photographed in the MTC—with available light. Focus on unique details instead. To create “blown-out” whites. as the image at right demonstrates.Work With Light. Natural Colors Our cleanrooms are at the heart of our total brand experience. precise layouts. and colored controls. When you isolate and enlarge small details. The bright whites and metals. accented with orange FOUPs. they end up looking like sculpture. our technology can look stunning. as in this example. lithography lights.

we have created five illustrations: 1. Endura2 3. CLICK T CLICK T APPLIED MATERIALS IDENTITY STANDARDS | v1 ILLUSTRATION image library OW OD OAD NL 2 OW OD Download the files: Click on the illustrations at the right to download this illustration library. Business with look and feel 4. Centura Enabler Etch Use them as is. change them. and well for the next few years. 4 OAD NL 5 [ 69 ] . Producer SE CVD 5. use them as style guides for new illustrations— but use them often.1 3 Abstract Illustrations of Processes These illustrations were such a hit at SEMICON West that we realized they could add a lot to the brand experience. wisely. Vantage Radiance Plus RTP 2. So far.

CLICK T CLICK T APPLIED MATERIALS IDENTITY STANDARDS | v1 Illustration elements OW OD Illustration Elements Here are some illustration elements to be used on print collateral. Plug and play! OW OD Download the files: Click on the illustrations at the right to download this illustration library. They are vector based. The technology images can be paired with the SEMICON West theme to help carry the flow of color across the page. OAD NL OAD NL [ 70 ] . informal presentations or web based designs. just use Adobe Illustrator to modify these illustrations or download them as individual art. so you can change color to match your design.

and energy. often with radius corners. Graphics break through the color fields to create openness.APPLIED MATERIALS IDENTITY STANDARDS | v1 Illustration style guide Anatomy of An Illustration These illustrations support our primary corporate message: Applied Materials helps customers develop and commercialize new technology. Illustrations Have Borders Notice that there is always a white border around the illustration—the standard we use for the literature system also applies here. Color fields. A typical illustration shows an Applied Materials tool with a flow graphic that leads to an end-user device. [ 71 ] . flow. crisp lines. with spot colors that add dimension and visual interest. Our tools and devices are drawn in thin. separate our technology from our customers’ end products.

OW OD Download the files: Click on the illustrations at the right to download this illustration library. OAD NL OAD NL [ 72 ] . you can request them from Corporate Marketing. They’ll deliver.CLICK T CLICK T APPLIED MATERIALS IDENTITY STANDARDS | v1 Illustration style guide OW OD Black & White Illustrations In addition to the full color illustrations. we have black and white drawings for: • Applied Materials Reflexion LK Ecmp • Applied Materials UVision • Applied Materials Quantum X Implant • Applied Materials Centura RP EPI When you need drawings for other tools.

office presentation templates powerpoint & microsoft word !2 .

Since the standards for type. It has 10% more usable real estate. because you only have to remember three things: 1. there’s nothing else to learn. 2. color. It has style sheets for typography. It has the flowing illustrated waves. and imagery in PowerPoint are the same as the standards for literature. It has the edge. Thank you. CLICK T CLICK T APPLIED MATERIALS IDENTITY STANDARDS | v1 PowerPoint Standards screen presentation template OW OD OW OD Download the files: Click on the templates at the right to download this presentation file. Please DON’T use for print pieces. Use. OAD NL OAD NL [ 74 ] . Download template from intranet. It’s also a nobrainer.PowerPoint Template It has the blue. It has the radius corners. 3.

Helvetica Bold Italic APPLIED MATERIALS IDENTITY STANDARDS | v1 Word Templates print presentation template OW OD First level bullet: 16 pt Helvetica Lorem ipsum dolor sit amet. �Third level bullet: 12pt Helvetica Lorem ipsum dolor sit amet. data presentations. please use one of the literature templates. euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. You can also use the universal appeal of Times for body text. Not to mention the universal appeal (and universal availability) of Helvetica fonts. sectetuer adipiscing elit. if you like. euismod tinci dunt ut laoreet dolore magna aliquam. CLICK T CLICK T Title: 20-28 pt.Word Template For Print Presentations This bright. euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. –Fourth level bullet: 11pt Helvetica Lorem ipsum dolor sit amet. consectetuer adipiscing elit. euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Helvetica Bold Subhead: 14 pt. For those. consectetuer adipiscing elit. Love those colors. reports. OW OD Download the files: Click on the templates at the right to download this presentation file. OAD NL OAD NL �������������������� ��� ������� ����� ������������������������������� PROCESS DIAGNOSTICS AND CONTROL GROUP Applied Materials Confidential [ 75 ] . and so on. ����������������������������� ���������������� ��������������������������������� ������������������������������� –Second level bullet: 14pt Helvetica Lorem ipsum dolor sit amet. This template will not be useful for commercial communications or brand messaging. consectetuer adipiscing elit. simple template will be useful for proposals. training materials. meeting handouts.

multi-media guidelines !3 .

Think of the screen as a postcard. Try to create the kind of pattern you’d find in a book: title slide. pulsing rock music may be popular. Use pacing. meaningful way? Consider the atmosphere of the environment. especially with text. if you follow the guidelines for print—and scale text and images to be seen from afar—you’ll probably be okay. content slides. sound. and special effects. not a data sheet.” try flashing multiple images on screen rapidly. is almost always more sophisticated. When in doubt. pay attention to movie titles—that’s the level of quality people are used to. hire a professional—especially for public presentations. animation. and consistent grids communicate well. chaotic trade show full of complicated new technology. signal new ideas. APPLIED MATERIALS IDENTITY STANDARDS | v1 Multi-media Guidelines template [ 77 ] . Large images with interesting crops. Create a rhythmic sequence by following one large image with several smaller ones. Speaking of dissolves. more pensive moment. when you want to show multiple images or views. spend some time with the experts. Follow a dense page of text with two or three big words. A simple dissolve can be much more effective than a “Star Wipe. but they don’t suit every audience or environment. When you’re watching DVDs. In a noisy. not everyone uses those tools to best effect. lots of space.Multi-Media Guidelines Multi-media tools make it easy for just about anyone to cobble together still images. divider slide to introduce new content. To improve your skills. in this case. can you time slide changes to match the rhythm of the music? Does each slide have to stay on screen for the same amount of time? If you have a catchy phrase. or change moods? Time & Animation As you combine images and sound. Put just one idea on each slide. If the message is “endless applications. The general aesthetics we’ve defined for print will work just fine on screen. follow the basic guidelines here. dissolve from one to the next instead of grouping them on one page. Can you use familiar music in a witty. It’s also the level of quality our brand deserves. Visuals Simply put. try pausing on it. Sound Endless techno-dance loops and hard. viewers may appreciate a quieter. Consider the kind of music that’s familiar to the audience.” Less. and so on. Sadly. When you can’t hire a professional. Use animation meaningfully. Can you use other sounds? Flowing water or wind? Machine noises from fab lines to create a “you are there” ambience? Can you mix different kinds of sound and music to create pacing.

miscellaneous examples !4 .

APPLIED MATERIALS IDENTITY STANDARDS | v1 Signage And Miscellaneous product labelling [ 79 ] .Nameplates & Labels For Products Ultimately product interfaces need to reflect our new logo. This will happen going forward.

We’re sure you’ll have others. APPLIED MATERIALS IDENTITY STANDARDS | v1 Miscellaneous applied materials apparel ��������� ��������� � [ 80 ] . But you can also use photos and illustrations from the image library in wittier. clean-room accent colors. or use it in small sizes and subtle colors on high-quality clothes that people will love to wear. and slogans as you would in any design—stacked logos.Applied Materials Apparel You’re welcome to make all kinds of clothing to promote our brand and build team spirit. Use the logo. fonts. graphics. more unusual ways. and so on. lots of blue. The examples on these pages are just a few ideas. colors. Embroider the logo to add depth and texture.

��������� ��������� � APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 81 ] .

graphics. Don’t forget even the most commonly used items can and should be promoting the company’s brand to it’s fullest potential. fonts. You can designate the perfect position for our new brand on all kinds of everyday items. and slogans as you would in any design—stacked logos. and so on. clean-room accent colors. Use the logo. lots of blue. ��������� ��������� � APPLIED MATERIALS IDENTITY STANDARDS | v1 Miscellaneous everyday use Bunny Suits [ 82 ] .Everyday Use Here are some utilitarian examples of items used everyday at Applied Materials. colors.

and slogans as you would in any design. graphics. The brand is still the brand. You don’t have to follow established traditions by just slapping the logo on everything. laptop carriers and so on: Use our logo. How can you go beyond the expected to create powerful brand artifacts that will delight everyone? APPLIED MATERIALS IDENTITY STANDARDS | v1 Miscellaneous promotional goods ����� ��������� ��������� � [ 83 ] .Brand It! We only have one rule for designing t-shirts. caps. or are just visually yummy. fonts. pens. Explore the image library and current brand campaigns for graphics and text that mean something to the people you’ll give things to. colors. golf balls.

think it. guidelines !5 . apply it.

it’s not about us. they mean much more than the usual self-congratulatory tagline. what it means [ 85 ] . They make a unique promise to our customers. It’s all about them. An integrated global infrastructure of resources and expertise covering every aspect of the industry 3. Apply it. responsible management customers can trust APPLIED MATERIALS IDENTITY STANDARDS | v1 Think it. Fully realized products that are compatible with both upstream and downstream processes 2. we can help them “apply” it. A comprehensive suite of services to optimize fab performance 4. which we live up to by delivering four very specific things. What does this mean? The phrase “apply it” turns the passive adjective “applied” into an active verb. plus seasoned. 1. as in “YOU think it. If they can “think” it. Think it.” Together. After all. The command phrase “think it” puts the focus on the customer. A highly skilled workforce.Our Corporate Message Our job is to help our customers develop and commercialize new technology. Apply it.

please set the overall tracking at -15.Think it. Typeset it. Apply it. Apply it. set the spaces between words at -90. Since these files have been saved as EPS artwork. you won’t have to install any fonts on your system. If you must re-set the tagline. Then adjust the kerning between letters to match the sample on this page. typography [ 86 ] . The tagline is always set in Helvetica Neue Medium Condensed. lower case—but you won‘t have to set it very often. APPLIED MATERIALS IDENTITY STANDARDS | v1 Think it.

One-Line This treatment uses both lines at the same size and on the same baseline.” The white space between the lines is equal to the stroke weight. Stacked This two-line treatment sets both lines at the same size. 2. Use it as a lock-up with the logo (see page 62). Two-Sizes This treatment emphasizes “apply it” by making it 30% larger than “think it. 3.Three Standard Settings There are three typographic treatments for the “think it” theme: 1. Apply it. OAD NL CLICK T CLICK T APPLIED MATERIALS IDENTITY STANDARDS | v1 Think it. The period of “think it” aligns with the center of the “p” in “apply it.” CLICK T CLICK T CLICK T CLICK T OW OD 1. typographic variations OW OD OW OD OAD NL 2. OAD NL OAD NL OW OD OAD NL OAD NL O Download the files: Click on the desired logo at the right to download the artwork. CLICK T CLICK T OW OD OW OD OW OD 3. DOW OAD NL OAD NL [ 87 ] .

For example. ø. [ 88 ] . as long as it creates a clear contrast with the background. One Color Both phrases can be set in the same color. 2. Two Colors Each phrase can be a different color. That turns the phrase into disconnected words (and creates a terribly inappropriate carnival air. Please don’t color just one word in a phrase.Tagline Color You can use the tagline in any color. 2. However. “think it” can be blue and “apply it” can be orange. For example. as shown here. “think” and “it” can’t be different colors. coloring the phrases 1. there are only two ways to use color: 1.) APPLIED MATERIALS IDENTITY STANDARDS | v1 Think it. Apply it.

if the tagline is set in 60 point. For very large applications. APPLIED MATERIALS IDENTITY STANDARDS | v1 Think it. The vertical stroke of the “T” in ™ aligns with the left side of the period. be big enough to read. For example. of course. Apply it.Tagline Trademark The ™ symbol has to appear after “apply it” in the first usage in any piece of communication. the ™ is set in 15 point. The ™ symbol is set in Helvetica Neue Light at about 1/4 the size of the tagline. It’s a legal thing. trademark icon [ 89 ] . you’ll want to reduce the ™ symbol so it doesn’t take attention away from the tagline. It should still. The top of the “T” in ™ aligns with the top of the “t” in “it”.

” Line up the right edges of the letters. the ®. Leave at least 2X of clear space around the lock-up. You can always give it more space—but never less. Place the tagline at least 1X beneath the logo.CLICK T CLICK T OW OD OW OD OAD NL OAD NL Using The Tagline With The Logo The tagline can be used in a lock-up with the corporate logo. It’s based on the cap height of “Applied. Apply it. CLICK T CLICK T APPLIED MATERIALS IDENTITY STANDARDS | v1 Think it. Remember the force field around the logo? This lockup has one. You’ll often use it this way as a signature element in the lower right corner of a brochure or advertisement. too. To make this lock-up. DOW OAD NL OAD NL [ 90 ] . the tagline and the logo OW OD 2X 1X 2X 1X 2X O Download the files: Click on the logo at the right to download the artwork. and make it the same width as the words “Applied Materials. and the ™ fall outside the guidelines. use the one-line tagline.” which we’ll call X. and let the period.

level one launches. special events & campaigns !6 .

such as event signage or direct mail. But you’ll almost always use the logo or the “a” symbol. The idea is to let you create as much graphic impact as possible—but only for a while. event signage video presentation video presentation display stand direct mail advertising giveaways APPLIED MATERIALS IDENTITY STANDARDS | v1 Level One Launches general standards [ 92 ] . you don’t even have to use the “edge” frame. such as the UVision campaign.Creative Freedom For Special Projects Level one launches. After the initial launch and the marketing efforts that support it are done. For very short-term pieces. have quite a bit of creative latitude. your materials will fall back into the corporate look and feel.

your next campaign could gain traction and lasting value as well. Trade Shows. A good example of such a special theme is “Think it. and level one launches—not PBG logos or product collateral. Apply it. And “special font” means any crisp sansserif fonts with precise geometry. you can use a special display font. & Events You will have plenty of flexibility in developing verbal and visual themes for division-based campaigns.Campaigns. “Special project” means campaigns. Themed Typographic Ideas When you have a special project. trade shows. such as. it was so well received that we applied the idea across the brand. PDC’s “Resolution” or Transistor’s “Run Fast Stay Cool. APPLIED MATERIALS IDENTITY STANDARDS | v1 Campaigns general standards [ 93 ] . following Whitney’s lead. With the same creative latitude.” Originally launched for Semicon West 2005.” Trade shows and special events have the same freedom.

what it all means to you !7 .

Corporate Marketing APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 95 ] . The people who have been waiting for a fresh face will help us lead the change. Some of you will be thinking “I love this! It’s long overdue!” Some of you will be thinking “What a pain. The world will see that our vast range of solutions really does integrate across technologies (to their benefit). “Oh. it’s more unified. You’ll dive into the new system. but within months of launch.Final Exhortation Change Is Challenge This is a definite change. We have to redesign everything all over again. Now we have to learn a whole new system. “Who cares?” Only the fourth group will be thinking wrong—which is why we suspect none of you will be in it. Thank you again for all your support to date and moving forward. Not just in the long run.” Some will be thinking. If you didn’t care about the brand. no. The people who are concerned about having to learn a new system also have a point. It’s more youthful. But we believe that updating the brand—and more importantly. Everything used at or developed for SEMICON West 2006 should use this new brand identity. The new visual system communicates our brand values—and our vision for the future—more clearly. use the stocks you have until they run low. we hope you see that a change like this brings tremendous creative opportunities—and we hope you exploit every one of them. and energetic. It’s more distinctive.” Some will think. unifying it—will pay off. Finally. Most of all. and help others adopt it. reflecting our expansion into nanomanufacturing technology. The people who are concerned about redesigning everything immediately have a point—and you don’t have to. For all other materials. you wouldn’t be in marketing. We don’t expect the redesign to be complete until January 1st 2007.

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