AT&T

corporate identity
system
Standards of applications

April 2003
contents

Building a consistent brand image ........................................ 2

AT&T signature system ........................................................... 3
Using the signature color variations in media..................... 4
Avoiding common errors ....................................................... 5
Sub-branding device .............................................................. 9
Three-color AT&T signatures ................................................. 11
Two-color AT&T signatures.................................................... 12
One-color AT&T signatures.................................................... 14
Choosing a background color ................................................ 15
Determining a minimum size ............................................... 17
Measuring the signature clear area........................................ 18
Staging the signature............................................................... 19
Staging on signs, façades, posters, banners, etc..................... 21
Using the approved AT&T tagline ......................................... 22
Enterprise Networking identifier ......................................... 27
Typography .............................................................................. 29
AT&T artwork naming guide ................................................. 30
Glossary.................................................................................... 31
 building a consistent
brand image
The AT&T brand is one of the company’s most precious assets. The
corporate signature is an important component that helps to
energize and invigorate the brand.

The graphic elements of the AT&T corporate identity system — the

AT&T Corporate Signature, the signature colors and the Gill Sans
typeface — are among the most valuable marketing and
communications tools we have. When used properly, these elements
support a carefully designed corporate identity system: they allow us
to speak with one voice in the marketplace.

These standards provide the building blocks for supporting AT&T’s

corporate identity. They are designed to help you apply the AT&T
Corporate Signature correctly and consistently across all media.

The AT&T signature may only be used for products, services and
offers in accordance with the terms of the license agreement with
AT&T corporation.

The AT&T Corporate Signature is composed of two elements: the

AT&T globe symbol and the AT&T custom-drawn logotype. The
globe symbol within the signature has been redesigned to convey
dimension and depth.

Please note: This customization provides optimum legibility in

all sizes and orientations. Do not attempt to recreate this
artwork. These elements must always remain in the exact size
and position that appear in the reproducible artwork.

Updated globe symbol Horizontal Vertical

Always use approved artwork —
available at www.att.com/brand
when reproducing the
AT&T Corporate Signature.

Help
The complete AT&T corporate identity
system and artwork library is available online
at: www.att.com/brand.

If you have questions, contact:

AT&T Brand Center Help
Tel: 908 234–3181 ⁄ 908 234–3819
Fax: 908 221–3140
Email: brandcenter @att.com

2
 AT&T signature system
Below is an overview of the AT&T signature system. It organizes the
signatures based on color, horizontal or vertical configuration, positive or
reverse, gradient globe (with or without a shadow) or solid globe. There
are 18 approved versions for the AT&T Corporate Signature.

Please note: The AT&T Corporate Signatures shown below and throughout
these guidelines are used as illustrative examples. These guidelines apply
to all AT&T Corporate Signature versions. The horizontal version is the
preferred version for all applications.

three-color signatures two-color signatures one-color signatures

horizontal vertical horizontal vertical horizontal vertical

gradient
with shadow
positive

gradient
positive

gradient
reverse

solid
positive

solid
reverse

3
 using the signature color
variations in media
The chart below provides recommended use of the various AT&T signatures
(horizontal or vertical) on specific applications. For more information,
please contact AT&T Brand Center Help.

three-color, three-color, two-color, two-color, one-color,

gradient gradient gradient solid solid
with shadow

four-color process
printing • •
two-color printing • •
one-color printing
•
electronic media
(e.g.,web, PowerPoint ®) • •
word processing
(e.g., Word®) • • •
television
advertising • •
billboards, signs,
posters & banners • • • • •
embroidery
• •
silk-screen
• •
embossing/debossing/
etching/engraving • •
thermography
• •
painting
• •
monochrome
lcd screen •
• recommended version

• alternate version(s)

4
 avoiding common errors
The AT&T signature is one of AT&T’s most valuable corporate assets and
the equity in the AT&T identity must not be depreciated in any way.
Adhering to these guidelines will ensure proper reproduction and
application of the AT&T Corporate Signature. The examples below and on
the following pages illustrate some of the most common application errors.

DO
The AT&T globe symbol may be
stylized or animated to convey a key
message or idea in advertising. For
print, the full AT&T corporate
signature must be used to sign off the
ad. For televison, a voiceover must
speak the AT&T name.

This text represents AT&T advertising copy. This

text is a representation of AT&T advertising copy.
This text is a representation of AT&T advertising
copy.This text represents AT&T advertising copy.

DON’T
Use of the AT&T globe symbol as an
image in print advertising does not
replace the need to use the full AT&T
corporate signature as a sign-off.

The true AT&T globe symbol may

not be used as a graphic image in
advertising—it cannot just be cut out
from original art and be placed in the
print ad—the globe must be stylized
and turned into something that is
indicative of the desired idea that
This text represents AT&T advertising copy.This text This text represents AT&T advertising copy. This
needs to be expressed. is a representation of AT&T advertising copy. This text is a representation of AT&T advertising copy.
This text is a representation of AT&T advertising
text is a representation of AT&T advertising copy.
This text represents AT&T advertising copy. copy.This text represents AT&T advertising copy.

5
 avoiding common errors (continued)

DON’T
The AT&T globe symbol may never
be used as the letter “O” in a word
or in a number 1 8 -ATT-4 ALL

DO
The AT&T corporate signature should
be used in all AT&T communications
and advertising.

DON’T
The AT&T Business, AT&T Consumer
and AT&T Labs business unit
signatures (or logos) should not be
used in communications.
Consumer Business

DON’T
No other logos, marks or signatures
may be developed or used to
represent AT&T-branded products,
services or organizations. The AT&T
corporate signature is the mark (or
logo) that represents all AT&T-
branded products and services in
AT&T brand communications.

6
 avoiding common errors (continued)

Do not use the AT&T
logotype or globe symbol in
body copy. Instead,
typeset “AT&T” in the same
typeface as used for the
text. It may be bolded or
italicized for emphasis.
apparatus bellis imputat rures. Bellus Do not replace the
cathedras corrumperet zothecas.
Parsimonia fiducia celeriter vocificat
AT&T logotype with
adfabilis semper praemuniet another typeface.The
suffragarit chirographi. Augustus logotype has been
aegre divinus adquireret concubine,
carefully drawn and
letterspaced.

Do not alter the Do not alter the

relationship between the proportions between
globe symbol and the AT&T the globe symbol and
logotype. Separating the the AT&T logotype.
elements of the signature
compromises the integrity
of the AT&T brand.

Do not crowd the apparatus bellis imputat

signature with other
graphic elements including
typography, illustration and
photography. Provide the
rures. Bellus cathedras
apparatus bellis imputat
rures. Bellus cathedras Do not alter the
corrumperet zothecas.
Parsimonia fiducia suis
corrumperet zothecas.
Parsimonia fiducia suis relationship between
celeriter vocificat adfabilis
semper bellus
celeriter vocificat adfabilis
m a t r i m o n i i, the globe symbol and
p r a e mu n i e t
suffragarit
saetosus syrtes
suffragarit the AT&T logotype.
c h i r o g r a p h i.
Augustus aegre divinus
fragilis fiducia
chirographi. Augustus suis

minimum clear area to all adquireret vix concubine,

quod plane bellus oratori
aegre divinus adquireret
vocificat concubine, quod

sides of the signature for praemuniet matrimonii,

semper rures parsimonia
plane bellus suis oratori
praemuniet matrimonii,

maximum visibility
and impact.
Do not stretch,
condense or distort the
signature in any way.

Do not use two or more apparatus bellis

imputat fiducia

signatures for identification rures vix. Bellus

cathedras suis
corrumperet
on the same page. oratori zothecas.
Parsimonia fiducia suis celeriter
vocificat adfabilis semper bellis
praemuniet vix suffragarit rures
chirographi. Augustus suis aegre Do not place
divinus adquireret vix concubine,
quod plane bellus oratori other secondary
praemuniet.
identification symbols
or images within the
signature clear area.

7
 avoiding common errors (continued)

Do not transpose the Do not place the

colors of the AT&T AT&T signature on a
signature. If the globe background with
symbol is black, the insufficient contrast.
AT&T logotype must
also appear in black.

Do not use 100% Do not use a white

PANTONE Process circle behind a solid
Blue for the solid globe reverse signature.
symbol in the two-color
reverse signature.
Use 100% cyan.

Do not use a white Do not use the three-

circle behind a color reverse, gradient
positive, solid globe signature on any
symbol on a light background color
colored background. other than black.

Do not transpose the Do not reproduce

colors of a solid a reverse solid globe
two-color signature. symbol in any color
If the globe symbol is other than white or
white, the AT&T 100% cyan.
logotype must also
appear in white.

Do not apply the Do not add a highlight

signature to uneven or other decorative
backgrounds, textured device to the globe
or screened symbol.
backgrounds or
reflective surfaces.
The unevenness will
obscure the clarity
of the signature.

8
 sub-branding device
Overview Sub-branding device with copy. Sub-branding device without copy.
To ensure that our customers are aware of Demonstration only. Demonstration only.
and understand AT&T’s family of products,
services and unique organizational
competencies, we have created the AT&T
Sub-branding Device. government
solutions
The device enables a consistent visual
presentation of AT&T product, service and
organizational names. It helps to
communicate the name ‘at a glance" and
serves to highlight key marketing concepts.
business
The device features a specific product, services
service or organizational name in a fixed
graphic relationship with a vertical rule
that may or may not include a supportive
copy description. Intergrated
managed

The Sub-branding device is an optional services wholesale

solutions
element in marketing communications.
If used, however, it must be applied in
accordance with the standards and
specifications outlined herein. Sub-branding device with copy. Sub-branding device without copy.
Demonstrations of acceptable use. Demonstrations of acceptable use.
Please note that the device is not a
substitute for the AT&T Corporate
Signature. All communications must always
include the AT&T Corporate Signature
whether the device is used or not used.

Standards of application
The AT&T Sub-branding Device:

• May not be placed near, below, on

top or alongside of the AT&T
Corporate Signature

• Should be positioned away from the

signature at the opposite end of a given
communication piece within a clear space

• The vertical rule line of the sub branding

device may not be longer than 80%
of the height of the globe in the AT&T
corporate signature.

• May be placed inside of a column of text

• Must never be used as a headline or

within a headline of copy

• The device should only be used for print

media (for use in any other media,
consult with AT&T Brand Center Help)

9

Gill Sans Bold
19.5pt., 32pt. leading.
Align first and last
type lines with top and
bottom of template box.
H H
International
calling plan for
home, calling card
and collect
type blocks, and aligned
top and bottom with
1. Product descriptions:
(left-hand side)
• The space to the left of the vertical
rule is designed for a copy description.
• Do not use this space for a slogan,
price, promotion, call to action
or logo.
• Copy descriptions are set in solid
black Gill Sans Bold, upper and
lower case (19.5pt., 32pt. leading).
• If the layout already contains many
descriptive elements, e.g., certain direct
mail, product promotion or retail
pieces, you may choose not to include
the copy description element.
Master templates available
• We will provide an EPS file as a
master template for the sub-branding
device. Make all name changes to
the template at original size before
scaling to the size needed.
Questions and guidance
Contact AT&T Brand Center Help
at 908 234 –3181 ⁄ 908 234–3819 or
brandcenter@att.com.
sub-branding device (continued)
Spaces equal the width of a
35pt. Gill Sans Bold cap “T.”
AT&T alignment guide.
H
Type left alignment guide.
AT&T
The cap height (“H”) of
Gill Sans Bold 35pt.
Gills Sans Regular will be the
Align with top clearance margin all around
of template box. the type within the template.
one rate H
global
H
Vertical rule is 1.8pt.
centered between Gill Sans Regular
50pt., 43pt. leading.
Align bottom type line
template box. with bottom of template box.
2.Vertical rule: 3. Product service or
(center) organizational names:
(right-hand side)
• The vertical rule divides the
name from the copy description • Always start with “AT&T” set in 35pt.
on the left. solid black Gill Sans Bold capitals.
• Even if you do not use a copy • Follow “AT&T” with the product
description on the left-hand side, service and organizational name,
you must anchor the name with the set in solid black Gill Sans Regular,
vertical rule. lower case, flush left with “AT&T”
(50pt., 43pt. leading).
• Do not apply a trademark or service
mark to the name in this format.
Apply the trademark or service mark
in copy as you normally would.
10
 three-color AT&T signatures
The three-color AT&T Corporate Signature is the preferred version.
It should be used whenever possible for communication materials,
including print advertising, television advertising, collateral
materials, direct marketing and electronic media.

Please note: These signature elements and their relationship to each

other have been carefully designed and should not be altered in any
way. Always use approved artwork.

The three-color positive, gradient

AT&T signature consists of cyan,
magenta and black for the globe
symbol and black for the AT&T Horizontal Vertical
logotype. In the reverse version, the
globe symbol is made up of the same
colors as the positive version but the
logotype appears in white.

Positive with shadow

The three-color positive, gradient
AT&T signatures may include a
shadow behind the globe for added
depth and dimension. Both the
horizontal and vertical signatures are
preferred for high resolution print
and television advertising

Positive without shadow

The three-color positive, gradient
AT&T signatures are recommended
for direct marketing, corporate
literature, product literature and signs.

Reverse
The three-color reverse, gradient
signatures are recommended for
advertising, direct marketing,
corporate and product literature and
electronic media when they appear
on black backgrounds.There are
no shadows for reverse signatures.

11
 two-color AT&T signatures
The two-color AT&T Corporate Signature should be used when
limited to two-color reproduction. Both gradient-color and
solid-color signatures are available. The solid-color signatures have
been created for use when production techniques may not capture
the fine tonal qualities of the gradient signatures.

Please note: These signature elements and their relationship to

each other have been carefully designed and should not be altered
in any way. Always use approved artwork.

There are two versions of the

two-color AT&T signature: gradient
and solid.

gradient signatures
The two-color positive, gradient
AT&T signature consists of cyan and
black for the gradient globe symbol
and black for the logotype. In the
reverse version, the globe symbol is
made up of the same colors as the Horizontal Vertical
positive version but the logotype
appears in white.

Positive
The two-color positive, gradient
AT&T signatures are recommended
for packaging and direct marketing.

Reverse
The two-color, reverse gradient AT&T
signatures are recommended for
direct marketing when they appear
on black backgrounds.

PANTONE® is a registered trademark of

Pantone, Inc.

12
 two-color AT&T signatures (continued)

solid signatures
The two-color positive, solid AT&T
signature consists of PANTONE
Process Blue for the solid globe
symbol and black for the logotype. In
the reverse version, the globe is cyan
and the logotype appears in white. Horizontal Vertical

Positive
The two-color positive, solid AT&T
signatures are recommended for
stationery, signs, silk-screening,
embroidery and all other
applications where a gradient
signature is not reproducible.

Reverse
The two-color reverse, solid AT&T
signatures are recommended for
signs, silk-screening, embroidery
and all other applications on black
backgrounds where a gradient
signature is not reproducible.

13
 one-color AT&T signatures
The one-color AT&T Corporate Signature should be used when
reproducing in one color, black.

Please note: These signature elements and their relationship to each

other have been carefully designed and should not be altered in any
way. Always use approved artwork.

The one-color positive, solid

AT&T signature is black. In the
reverse version, the globe symbol
and logotype appear in white. Horizontal Vertical

Positive
The one-color positive, solid AT&T
signatures should only be used when
printing in black. Use the one-
color solid version for literature,
forms, signs, embroidery, etching
engraving or die-cutting.

Reverse
The one-color reverse, solid AT&T
signatures should be used
when printing in one color,
on a black background.

14
 choosing a background color
Correct use of color will enhance the impact of the AT&T Corporate
Signature and will differentiate the AT&T brand from competition.
The guidelines below provide standards for placing the signature on
a background color.

Three-color gradient signatures

The three-color positive, gradient
signature should only be placed on
white backgrounds.The reverse
version should only be placed on
black backgrounds. Do not place any
of the three-color signatures
three-color gradient, three-color gradient, three-color gradient,
on colored, patterned or textured
positive with shadow: positive without shadow: reverse: black
backgrounds.
white background only white background only background only

Two-color gradient signatures

The two-color positive, gradient
signature should only be placed on
white backgrounds.The reverse
version should only be placed on
black backgrounds. Do not place
any of the two-color gradient
two-color gradient, two-color gradient,
signatures on colored, patterned or
positive: white reverse: black
textured backgrounds.
background only background only

15
 choosing a background color
(continued)

Two-color solid signatures

The two-color positive, solid
signature should only be placed on
white backgrounds. The reverse
version should only be placed on
black backgrounds. Do not place
any of the two-color solid
two-color solid, positive: two-color solid, reverse:
signatures on colored, patterned
white background black background
or textured backgrounds
(excluding promotional items).

One-color solid signatures

The one-color positive, solid
signature should only be placed on
100% white to 30% black
backgrounds. Always ensure
significant contrast between the
signature and the background. Do not
one-color solid, positive: one-color solid, positive:
place the signature on colored,
100% white background 100% white to 30% black
patterned or textured backgrounds
background
(excluding promotional items).

The reverse version should only

be placed on 100% black to 30%
black backgrounds (excluding
promotional items).

one-color solid, reverse: one-color solid, reverse:

100% black background 30 % black to 100% black
background

16
 determining a minimum size
To ensure that the AT&T Corporate Signature is always legibly and
accurately reproduced, minimum size guidelines have been determined.
Never reproduce the signature at sizes less than those shown below. As
illustrated below, the minimum size is determined by measuring the
diameter of the globe.

Gradient signatures 3/8"

To accurately capture the fine detail (9.5mm)
in the gradient globe, never
reproduce AT&T gradient signatures
less than 3/8" (9.5mm).

3/8"
(9.5mm)

Solid signatures 1/4"

The solid signatures can be accurately (6.4mm)
reproduced at smaller sizes than
the gradient signatures.The smallest
approved solid signature is 1/4"
(6.4mm).
1/4"
(6.4mm)

17
 measuring the signature clear area
A clear area around the AT&T Corporate Signature will insure that it
has maximum visibility and impact on every communication.
Avoid crowding the signature with other graphic elements such as
typography and imagery. As illustrated below, the diameter of the
globe symbol (X) has been chosen as the standard unit of
measurement for calculating the signature clear area.

Clear area for print and

electronic media
X X
Keep the clear area to each side of
the AT&T signatures equal to or
greater than the diameter of the
globe symbol (X). Follow this X
standard for all media except signs,
banners, etc., (see below).

X X

Clear area for signs,

banners, etc. .5X .5X
Reproducing the AT&T signature in
sign applications often requires more X
flexibility. For banners, building
façades, directory signs, monument
signs, etc., provide a clear area equal .5X .5X
to or greater than half (.5X) the
diameter of the globe symbol (X).

18
 staging the signature
While the AT&T corporate identity system provides a high degree of
flexibility, consistent placement of the signature will help to ensure
brand recognition and a cohesive look across media.

Place the signature in a

prominent position ≥X ≥X
The AT&T signature should be placed
in one of the four corners of any given
application, at least one globe symbol
diameter (X) away from the edges. X X X

X X

≥X ≥X

19
 staging the signature (continued)

Horizontal signature
This example illustrates the proper
clear area and placement for a
horizontal signature in a printed
application. Although more is
preferred, the body copy must be at
least one globe symbol diameter (X)
away from the signature.
Apparatus bellis imputat
rures. Bellus cathedras
corrumperet zothecas.
Parsimonia fiducia suis
celeriter vocificat adfabilis
matrimonii, semper vix
saetosus syrtes suffragarit
fragilis chirographi.
Augustus aegre divinus
adquireret concubine,
quod plane bellus oratori
praemuniet matrimonii,
semper vix parsimonia
fiducia suis chirographi.
Apparatus bellis imputat Apparatus bellis imputat
rures. Bellus cathedras rures. Bellus cathedras
corrumperet zothecas. corrumperet zothecas.
Parsimonia fiducia suis Parsimonia fiducia suis
celeriter vocificat adfabilis celeriter vocificat adfabilis
matrimonii, semper vix matrimonii, semper vix
saetosus syrtes suffragarit saetosus syrtes suffragarit.
fragilis chirographi.
Augustus aegre divinus
adquireret concubine, X
quod plane bellus oratori
praemuniet matrimonii,
semper vix parsimonia
fiducia suis chirographi.

These guidelines apply to all X

applications, excluding signs, posters,
banners, etc.
X X

Vertical signature Apparatus bellis Apparatus bellis Apparatus bellis

imputat rures. Bellus imputat rures. Bellus imputat rures. Bellus
This example illustrates the proper corrumperet corrumperet corrumperet
zothecas. Parsimonia zothecas. Parsimonia zothecas. Parsimonia
clear area and placement for a vertical fiducia suis celeriter fiducia suis celeriter fiducia suis celeriter
signature in a printed application vocificat adfabilis vocificat adfabilis vocificat adfabilis
matrimonii, semper matrimonii, semper
vix saetosus syrtes vix saetosus syrtes
X
These guidelines apply to all suffragarit fragilis suffragarit fragilis
chirographi. Augustus chirographi. Augustus
applications, excluding signs, posters aegre divinus aegre divinus
adquireret concubine, adquireret concubine,
banners, etc. quod plane bellus quod plane bellus
oratori praemuniet oratori praemuniet
matrimonii, semper matrimonii, semper
X

X X

20
 staging on signs, façades, posters,
banners, etc.
Signs are vital to AT&T. Posters, banners, building façades, directories and
monuments provide direction and identification. Often, however, signs pose a
challenge for placing a signature because of limited space, fabrication and cost.
For a clear, legible sign application, follow the placement guidelines below.

48" x 36" trade show banner

Center and size the AT&T signature,
either horizontal or vertical, so that
the minimum clear area (.5X)
surrounds each side of the signature. X

Production techniques may vary,

so be sure the vendor can reproduce
the signature correctly and in the
highest quality. If reproduction quality
is an issue, do not use a gradient .5X .5X
signature and consider using a solid
globe signature.

72" x 38" event banner

Certain signs may require text or
images in addition to the AT&T
signature. Follow the guidelines X
welcome to
for correct colors, typography and
image style for additional graphic Broadband
elements. Always provide the
minimum clear area (.5X) for the Expo
signature in sign applications.

.5X .5X

21
 using the AT&T lock-up tagline
For use only in AT&T Corporate and AT&T Business communications.
The guidelines below and on the following pages provide specifications
for the lock-up version of “The world’s networking company SM ” tagline.
No other configurations or color variations may be used.

Tagline configurations horizontal configuration

Three tagline configurations – horizontal, vertical
and centered – have been designed when using
“The world’s networking company SM ” tagline with the
AT&T Corporate Signature. These configurations are
meant to provide flexibility when applying to print
and electronic communication materials.

The horizontal configuration works best on materials

where vertical space is limited, such as a billboard or
an on-screen presentation. The vertical configuration
should be used when both horizontal and vertical
space is limited and the signature should be scaled vertical configuration
large. The centered configuration is recommended
for advertisements that are vertical in format or for
materials where the secondary graphics – such as
typography and imagery – are centered.

Each configuration is built as a fixed unit of art –

never separate the AT&T Corporate Signature from
the tagline artwork. The size and proportion of the
signature and the tagline artwork has been carefully
designed and the electronic artwork files must never
be modified, manipulated or recreated. Always use centered configuration
approved artwork.

EPS and GIF file formats

Adobe® Illustrator ® EPS file formats and GIF file
formats for the lock-up tagline are available from the
AT&T Brand Center. The Brand Center may be
contacted at: 908 234 –3181 ⁄ 908 234–3819 or at
brandcenter@att.com.

22
 using the AT&T lock-up tagline (continued)
For use only in AT&T Corporate and AT&T Business communications.
In addition to the horizontal, vertical and centered configurations, a
range of color options are available for the lock-up tagline based on the
AT&T globe symbol. The artwork below and on the following page
illustrate the approved color variations.

Tagline use with gradient signatures three-color gradient signatures

When using the three-color gradient globe signature
on a white background, the tagline is 55% black.

For application on a black background, the tagline

must always appear white.

two-color gradient signatures

When using the two-color gradient globe signature
on a white background, the tagline is 55% black.

For application on a black background, the tagline

must always appear white.

23
 using the AT&T lock-up tagline (continued)
For use only in AT&T Corporate and AT&T Business communications.

Tagline use with two-color signatures two-color solid signatures

When using the two-color solid blue globe signature
on a white background, the tagline is 55% black.

For application on a black background, the tagline must

always appear white.

Tagline use with one-color signatures one-color solid signatures

When using the one-color solid black globe signature
on a white background, the tagline is 100% black.

For application on a black background, the tagline must

always appear white.

24
 using the AT&T stand-alone tagline
For use only in AT&T Corporate and AT&T Business communications.
Although “The world’s networking company SM” tagline is preferred locked-
up to the AT&T Corporate Signature, it may be used separately on a limited
number of print and electronic applications. The guidelines below and on
the following pages provide specifications for the stand-alone tagline.

Color 55% black tagline, preferred

When using the stand-alone tagline with a gradient
signature on a white background, the tagline must
appear in 55% black or 100% cyan. On a black
background, the tagline must appear in 100% cyan
or white.

When using the stand-alone tagline with a two-color

solid blue globe signature on a white background, the cyan tagline
tagline must appear 55% black or in PANTONE
Process Blue. On a black background, the tagline must
appear in 100% cyan or white.

When using the stand-alone tagline with a one-color

solid black globe signature on a white background,
the tagline must appear in 100% black. On a black
background, the tagline must appear white.
PANTONE ® Process Blue tagline

black tagline

white tagline

25
 using the AT&T stand-alone tagline
For use only in AT&T Corporate and AT&T Business communications.

Size and placement AT&T

lorem lorem ipsum
The stand-alone tagline must always appear smaller
than the AT&T signature. It should never compete
with or distract from the AT&T signature.

Place the stand-alone tagline away from the AT&T Lorem ipsum dolor sit amet,
consectetaur adipisicing elit.
signature, such as an opposite corner as shown in the
Web example, above right. Alternatively, the tagline
Lorem ipsum dolor sit Duis reprehenderit in Ut enim ad minim veniam, Ut enim minim veniam,
may be separated from the AT&T signature by amet, consectetaur voluptate velit esse cillum quis nostrud exercitation nostrud exercitation
adipisicing elit, sed do dolore eu fugiat nulla ullamco laboris nisi ut ullamco laboris nisi ut
another graphic element as shown in the print eiusmod tempor pariatur et dolore magna aliquip ex ea commodo. aliquip ad ex ea nisi
advertisement, below right. Always place the tagline in incididunt ut labore et
dolore magna aliqua.
aliqua. minim commodo aliquip
consequat.
a clean, uncluttered area.
lorem ipsum dolor sit
EPS and GIF file formats
Adobe® Illustrator ® EPS file formats and GIF file
formats for the stand-alone tagline are available from
the AT&T Brand Center. The Brand Center may be
contacted at: 908 234–3181 ⁄ 908 234–3819 or at
brandcenter@att.com.

Lorem ipsum dolor

sit amet, consectetaur
adipisicing elit, sed do
eiusmod tempor.

Sed do eiusmod
tempor incididunt ut
labore et dolore
magna aliqua.

Lorem ipsum dolor

sit amet, consectetaur
adipisicing elit, sed do
eiusmod tempor.

Lorem ipsum dolor.

Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim
ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in
reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa.

Th e wo r l d ’s n e two r k i n g co m p a ny SM

26
 Enterprise Networking identifier
For use only in AT&T Business“Enterprise portfolio” communications.
The guidelines below and on the following page provide specifications for
the Enterprise Networking identifer. No other configurations or color
variations may be used. Adherence to these specifications will ensure the
identifier is applied consistently across communication materials.

Color cyan, two-color positive PANTONE ® Process Blue,

There are five color variations of the Enterprise two-color positive
Networking identifier which provides flexibility when
applying to print and electronic communication
materials.

In the cyan, two-color positive version, “Enterprise” is

is 100% cyan and “Networking” is 55% black.
The cyan, two-color positive version is for use on a
white background with a gradient globe signature.
cyan, two-color reverse
In the PANTONE Process Blue, two-color positive
version, “Enterprise” is match color PANTONE
Process Blue and “Networking” is 55% black. The
PANTONE Process Blue, two-color positive version
is for use on a white background with the two-color
solid globe signature.

In the cyan, two-color reverse version, “Enterprise” is

100% cyan and “Networking” appears white. The
two-color reverse version is for use on a black one-color positive one-color reverse
background with either a gradient globe signature or
a solid, cyan globe signature.

In the one-color positive version, “Enterprise” is 100%

black and “Networking” is 55% black. The one-color
positive version is for use on a white background with
the one-color globe signature.

In the one-color reverse, the Enterprise Networking

identifier appears white on a black background.

Clear area clear area

A clear area around the Enterprise Networking
identifier will insure that it is visible on every E
communication. Avoid crowding the identifier with
other graphic elements such as typography and E
imagery. The height of the ‘E’ in Enterprising has been
chosen as the standard unit of measurement for
calculating the clear area. E

27
 Enterprise Networking identifier
(continued)

For use only in AT&T Business“Enterprise portfolio” communications.

Size size
The size of the Enterprise Networking identifier is
always proportionate to the AT&T signature. 5 ⁄ 8X
The height of the identifier – from the top of the ‘E’
to the baseline of the ‘N’ – should always equal 5 ⁄ 8
(.625) the diameter of the globe symbol. Do not
scale the Enterprise Networking identifier larger than
5 ⁄ 8 (.625) the diameter of the globe symbol. X

Placement placement
The Enterprise Networking identifier must be placed
as far from the AT&T signature and tagline as
possible. For example, place the identifier in the
opposite corner as shown in the example at right. Lorem ipsum
dolor sit amet
EPS and GIF file formats
Adobe® Illustrator ® EPS file formats and GIF file
formats for the Enterprise Networking identifier Adipisicing elit, sed do
are available from the AT&T Brand Center. The eiusmod tempor.
Brand Center may be contacted at: 908 234 –3181 ⁄
908 234–3819 or at brandcenter@att.com.

28
 typography
Typography plays an important role in communicating an overall tone
and quality. Careful use of typography reinforces our personality and
ensures clarity and harmony in all AT&T communications. We have selected
Gill Sans, which helps inject energy and enthusiasm into the entire AT&T
communications, as the primary corporate typeface.

Gill Sans characteristics

Designed by Eric Gill in the late
1920’s, Gill Sans is classified as a
Gill Sans
humanist sans serif typeface known
for its legibility at all sizes in body
copy and display work. Some unique
AaBbCcDdEeFfGg
characteristics of the Gill Sans
typeface are its signature flared capital
‘R’ and eyeglass lowercase ‘g’.
HhIiJjKkLlMmNnOoPp
Because the specific name of Gill Sans
may vary depending on each
QqRrSsTtUuVv
manufacturer’s typesetting system or
software program, look for these
details when selecting the correct
WwXxYyZz
typeface.

Never distort, condense, stretch or

&1234567890
alter the corporate typeface in any way.
light regular bold

29
 AT&T artwork naming guide
The AT&T corporate identity system has multiple pieces of art,
accommodating a wide range of color systems and production methods.
Each artwork file has been carefully named. The artwork naming guide
is illustrated below.

A library of AT&T Corporate Signatures is available online at:

www.att.com/brand. Click on “Corporate identity” and then “Signature
downloaders” to download an approved version of an AT&T signature.

3c: three-color shd: drop shadow pos: positive eps: eps file extension
2c: two-color rev: reverse gif: gif file extension
1c: one-color

corp 3c grd shd hor pos eps eps

grd: gradient hor: horizontal eps: illustrator eps

sol: solid ver: vertical gif: gif

Mac or PC EPS Artwork GIF Artwork

The EPS and the GIF artwork will
work on both Macintosh and
Windows platforms. For safe travel
over the Internet, all files have been
“zipped”. Before use, they must
be unzipped using Stuffit Expander
WinZip or an equivalent utility.
The EPS signatures should be used
for all high-resolution print
applications. The EPS signatures
are scalable vector art created in
Illustrator 8 and will produce best
results in page layout and illustration
software when printed with
PostScript Level 3. These files
use gradient mesh and must
not be opened or saved in older
versions of Illustrator.
The GIF signatures should be used in
PowerPoint® presentations and other
on-screen applications.These
screen-resolution signatures have
been created at a large size so that
they can be proportionally reduced
(50% or smaller) to produce good
results when laser printed. This
artwork should not be used for the
Internet. Contact AT&T Brand Center
Help for information regarding
Internet artwork.

30
 glossary
AT&T Corporate Signature The combi-
nation of the AT&T globe symbol and the
AT&T logotype.
Branding The identification of a product,
service or offer with the parent company.
Brand mark (or logo) A simple graphic
element (with or without text) used to identify
a company. Notable non-AT&T examples
include the Nike “swoosh” and McDonald’s
“golden arches.”
Clear area The space around the signature
that is kept empty to isolate the signature and
make it easier to see.
Composite In the context of sub-branding,
the prescribed placement of elements that
make up the entire sub-brand identity.
Configuration The arrangement of graphic
elements of an AT&T signature. The size and
position relationships of the elements within
an approved signature configuration are fixed,
and must not be altered.
Copyright The exclusive legal right to
copy, publish and sell materials such as an ad.
Also, the mark that indicates a work is so
protected.
Corporate color PANTONE® Process Blue
and black on light backgrounds (or 100% cyan,
on black backgrounds) is the primary AT&T
corporate color.
31
Drop shadow The soft diffuse shading
below and to the right of the 3-D AT&T globe
symbol that makes it look as if the globe is
above the surface of the background.
Font The style of type used. AT&T uses the
Gill Sans family of fonts.
Gill Sans AT&T’s corporate typeface for
headlines, subheads and captions on all
television broadcast and printed communi-
cations materials. The typeface projects
the distinctive tone, manner and attributes
appropriate to AT&T’s personality.
Globe symbol A blue stylized sphere with
a highlight in its upper-left quarter. The globe
symbol always appears in combination with
the AT&T logotype in the AT&T Corporate
Signature.
Lock-up The arrangement of the AT&T
Corporate Signature.
Logotype The corporate name “AT&T” in
specially drawn letterforms. It cannot be set in
standard typefaces. Almost always, the
logotype is joined with the globe symbol in an
approved configuration.
Positive (signature) The positive version is
used when the signature appears on a white
background. It may not be inverted (modified
to reverse form) for use on a dark
background.
 glossary (continued)

Reverse (signature) The reverse version

is used when the signature appears on a
black background. It may not be inverted
(modified to positive form) for use on a light
background.

Service mark or trademark A legally

protected name for an AT&T product, service
or offer; or graphically, the notation indicating
that such a product, service or offer is legally
protected.

Signature Any symbol and/or logotype

that officially represents a company.

Sub-branding device The consistent

method of naming and displaying specific
AT&T-branded products, services or offers.

Tagline A phrase designed to stay

in the consumer’s mind that will reinforce
the association between a marketing
communications piece and AT&T.

Typography The method of displaying text.

It covers font styles, sizes and colors.

32