Brand Identity Guidelines

Version 1.0

Version 1.0
Created 3.10.16
 CONTENTS

INTRODUCTION RADEON OEM BADGE RADEON TECHNOLOGIES GROUP

PAGES 3 - 4 USAGE GUIDELINES USAGE GUIDELINES
PAGES 23 -25 PAGES 44 - 46
RADEON BRAND IDENTITY
USAGE GUIDELINES DESIGN APPLICATIONS RADEON BRAND STRAPLINES
PAGES 5 - 10 & LAYOUT PAGES 47 - 49
PAGES 26 - 35
RADEON MONOGRAM RADEON BRAND IMAGERY
USAGE GUIDELINES BRAND TYPOGRAPHY & ART DIRECTION
PAGES 11 -13 PAGES 36 - 37 PAGES 50 - 54

RADEON PRODUCT LOCKUPS BRAND COLOR PALETTE LEGAL

PAGES 14 - 17 PAGES 38 - 40 PAGE 55 - 56

RADEON RX PRODUCT PARTNER LOCKUPS

NOMENCLATURE
PAGES 41 - 43
PAGES 18 - 22

RADEON BRAND IDENTITY GUIDELINES / PAGE 2

 RADEON BRAND IDENTITY OVERVIEW
AN INTRODUCTION

RADEON BRAND IDENTITY GUIDELINES / PAGE 3

 INTRODUCTION

MORE THAN JUST A LOGO

Our identity is not just a logo. It’s a design scheme composed of a
number of core elements that come together to create a distinctive
look and feel that makes the Radeon brand and its products
instantly recognizable.
The following pages have been created to guide you through
the core elements of the brand identity, detailing its usage,
color palette and construction as well as various applications.
It will assist you in designing and producing compelling
communications with a high degree of creative flexibility.

RADEON BRAND IDENTITY GUIDELINES / PAGE 4

 RADEON BRAND IDENTITY
USAGE GUIDELINES

RADEON BRAND IDENTITY GUIDELINES / PAGE 5

 CORE BRAND ELEMENTS

WORDMARK MONOGRAM TYPOGRAPHY

EFFRA BY DALTON MAAG

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789!@£$%^&*()_+

STRAPLINE PRODUCT LOGO COLOR PALETTE

Bring Pixels To Life.

RADEON BRAND IDENTITY GUIDELINES / PAGE 6

 MASTER WORDMARK

OUR WORDMARK
The Radeon wordmark has been designed to be
used effectively in all print & digital applications.

The characters should not be redrawn and the

kerning should not be altered in anyway.
MASTER WORDMARK
Ensure only the master artwork is used at all times.

RADEON BRAND IDENTITY GUIDELINES / PAGE 7

 WORDMARK CONSTRUCTION + SAFE ZONE

GIVE IT SOME SPACE

The safe zone has been established to ensure
that the Radeon wordmark has impact at
all times.

No third party copy or logo should infringe on

this area. Although you can have more clear
MASTER WORDMARK
space than the minimum.
CONSTRUCTION & SAFE ZONE

X
No content should be
within 1x of the wordmark

RADEON BRAND IDENTITY GUIDELINES / PAGE 8

 MINIMUM SIZES

ENSURING LEGIBILITY
The minimum sizes for print and digital applications
have been calculated to ensure maximum legibility.

Just as it’s important to ensure the logo is no smaller

than the recommended sizes, use caution when
scaling the Radeon logo up.

If the logo is too big, it may become overpowering and

the viewer will lose the true intent of the messaging.
MINIMUM PRINT SIZE MINIMUM DIGITAL SIZE
35MM / 1.377INCH 100PX

RADEON BRAND IDENTITY GUIDELINES / PAGE 9

 LEGACY LOGOS & BADGES

ONGOING LOGO & BADGE USAGE

The new logo wordmark represents the redeveloped brand
for Radeon and should therefore be the only logo used
for any marketing applications from this point forward.

The new Radeon logo should be used with all Polaris related
products. The new logo should also be used on any new
USE NEW LOGO FOR ALL ONGOING MATERIAL DISCONTINUE USE
marketing materials for old products.

Please discontinue use of the AMD Radeon Graphics badge

and replace with the new Radeon logo wordmark.

Non-Polaris products badges, like the Radeon R9 or R7

Series, are still valid. We will not be updating the logo for
these products.

You can use them with or without the new Radeon

PID: 169521-A
logo wordmark depending on space and objective.

RADEON BRAND IDENTITY GUIDELINES / PAGE 10

 RADEON MONOGRAM
USAGE GUIDELINES

RADEON BRAND IDENTITY GUIDELINES / PAGE 11

 MONOGRAM

LEAVING OUR MARK

The second core element of the Radeon brand identity
is the monogram. This has equal weighting with the MASTER MONOGRAM MONOGRAM ANCHORING
wordmark and should always be used in conjunction. SAFE ZONE

The monogram should be placed either at the top left

corner or centered at the bottom.
No third party content should
X
It should always be anchored to the edge of the artwork be within 1x of the monogram

bounding box and not altered in anyway.

The monogram should only be used in either the top left

hand corner or centered at the bottom of the artwork.

RADEON BRAND IDENTITY GUIDELINES / PAGE 12

 USING THE MONOGRAM

MONOGRAM + WORDMARK USAGE OPTION 1 OPTION 2

The Radeon monogram is an important brand

element and so should be treated as such.
Ensure the correct minimum of space is allowed.
The monogram should never been used
independent of the wordmark.
The monogram placement and size is used
to create a margin for layout purposes.

The size of the Radeon monogram

creates the page margin

RADEON BRAND IDENTITY GUIDELINES / PAGE 13

 RADEON PRODUCT LOCKUPS
USAGE GUIDELINES

RADEON BRAND IDENTITY GUIDELINES / PAGE 14

 RADEON + PRODUCT LOCKUPS

RADEON + PRODUCT VARIATIONS

There are various instances where the new Radeon
wordmark needs to be locked up with an existing
product or technology name.

The opposite lockups replace the old product

and technology badges.

PID: 169610-A PID: 169611-A

PID: 169616-A

RADEON BRAND IDENTITY GUIDELINES / PAGE 15

 AMD + PRODUCT LOCKUPS

AMD GAMING EVOLVED

The AMD Gaming Evolved logo lockup is a good
example of how a new lockup can be used with the
new Radeon brand font Effra.
MASTER LOGO + LOCKUP
The lockups can be used in the various color ways SAFE ZONE
as shown overleaf.
X

X No content should be
within 1x of the wordmark

Font:
Effra Light
Kerning:
+30

RADEON BRAND IDENTITY GUIDELINES / PAGE 16

 AMD + PRODUCT LOCKUPS

AMD GAMING EVOLVED

The AMD Gaming Evolved logo lockup can be used
in various color ways, depending on what’s required. PID: 169612-A

Reversed Out

Red

RADEON BRAND IDENTITY GUIDELINES / PAGE 17

 PRODUCT NOMENCLATURE
USAGE GUIDELINES

RADEON BRAND IDENTITY GUIDELINES / PAGE 18

 RADEON RX LOGO LOCKUP

RADEON RX PRODUCT BRAND PRIMARY RADEON RX PRODUCT LOGO

The Radeon product naming system should

be used for all new RX products.

The RX denotes the technology with additional

numbers used to communicate the product X

variation, examples of these can be

seen on the next page.

Note:
The surrounding white box is to show how the
Radeon RX lockup works on a white background.

RADEON BRAND IDENTITY GUIDELINES / PAGE 19

 PRODUCT NAMING SYSTEM

PRODUCT LOCKUP
The Radeon RX nomenclature system includes two
distinct sections, the RX denotes on the product
brand with the additional 3 boxes describing the
model number.

The boxes are derived from the Radeon monogram PRODUCT BRAND
and must not be redrawn.
FONT: RADEON PIXEL
The Radeon wordmark must always appear
with he product logo on all marketing materials.

Note:
Please refer to PID 169063 for product logo and nomenclature
guidelines to cross reference.

The nomenclature guideline is updated more frequently than the

main brand guidelines.
FONT: DIN MEDIUM

PRODUCT NUMBER

RADEON BRAND IDENTITY GUIDELINES / PAGE 20

 PRODUCT NAMING SYSTEM

PRODUCT LOCKUP
The Radeon RX system uses boxes to contain
numerical information.
RX NOMENCLATURE VARIATIONS COLOR WAY EXAMPLE
There are various color options available,
depending on the required usage.

Can be used on black Can be used on black

or backgrounds only. or white backgrounds.

RADEON BRAND IDENTITY GUIDELINES / PAGE 21

 PRODUCT NAMING SYSTEM + RADEON WORDMARK

PRODUCT LOCKUP
In certain instances, where space is at a premium,
the RX product nomenclature can be locked up with
the Radeon wordmark.

RADEON BRAND IDENTITY GUIDELINES / PAGE 22

 RADEON RX OEM BADGES
USAGE GUIDELINES

RADEON BRAND IDENTITY GUIDELINES / PAGE 23

 OEM BADGE VARIATIONS
OEM STICKERS (PRINT)
The Radeon graphics sticker can be used with all
Radeon products.
The Radeon RX sticker can be used with Polaris
based Radeon RX Graphics.
Note:
The surrounding white box is to show how the stickers
and badges work on a white background and are not to
be included in final artwork.
RADEON BRAND IDENTITY GUIDELINES / PAGE 24
OEM BADGES (DIGITAL)
There are multiple options for digital badges;
RadeonTM graphics, RadeonTM RX and RX 480,
470 And 460 graphics card.
These badges are designed to be used on digital
assets such as websites, e-tailer product pages,
web banners etc.
We discourage the use of these badges on print
materials, including posters, end-caps and packaging.
GDDR5
 OEM BADGE CONSTRUCTION + SAFE ZONE

BADGE APPLICATION
Ensure the Radeon RX badge has enough space
on all edges. No third party copy or logo should infringe
on the area denoted with a red X.
MASTER BADGE
When the badges are used as a badge on a product, CONSTRUCTION & SAFE ZONE
ensure the white box element is included between the
red and black boxes.
X X

Font: Effra Bold

Font: Effra Light

White box added for sticker print only

No content should be
X X
within 1x of the badge

RADEON BRAND IDENTITY GUIDELINES / PAGE 25

 DESIGN APPLICATIONS & LAYOUT
USAGE GUIDELINES

RADEON BRAND IDENTITY GUIDELINES / PAGE 26

 LAYOUT

GAME ADVERTS
Radeon often advertises with partners on new
gaming titles. The following examples show how the
brand elements work with partner game imagery.

This is very much a ‘less is more’ approach, don’t

overcrowd the design, keep it simple and let the
imagery do the talking.

The next pages show a breakdown of the core

elements used.

RADEON BRAND IDENTITY GUIDELINES / PAGE 27

 LAYOUT

GAME ADVERTS

RADEON BRAND IDENTITY GUIDELINES / PAGE 28

 LAYOUT

DOCUMENT SIZE
609.4MM / 24INCH

THE AMD LOGO IS ALWAYS REQUIRED IT SHOULD

MARGIN BASED ON SIZE BE PLACED IN THE TOP RIGHT CORNER.
OF RADEON MONOGRAM
(40MM / 1.57INCH SQUARE)

GAME ADVERTS
The core elements should be used as shown.

The Radeon monogram is placed in the top left

with the wordmark in the bottom right.
The margin should be used for any copy elements.

Ensure the correct weight of Effra is used for each

piece of content.

BLACK GRADIENT OVERLAY APPLIED

TO PARTNER KEY ART
RED ARROW USED NEXT TO HEADERS

BODY COPY: EFFRA MEDIUM + LIGHT

PARTNER LOGO PLACEMENT

TERMS & CONDITIONS

RADEON LOGO IS ANCHORED TO THE BOTTOM

RIGHT HAND CORNER WHEN THE RADEON
MONOGRAM IS TIN THE TOP LEFT

RADEON BRAND IDENTITY GUIDELINES / PAGE 29

 LAYOUT

DOCUMENT SIZE
609.4MM / 24INCH

THE AMD LOGO IS ALWAYS REQUIRED IT SHOULD

MARGIN BASED ON SIZE BE PLACED IN THE TOP RIGHT CORNER.
OF RADEON MONOGRAM
(40MM / 1.57INCH SQUARE)

GAME ADVERTS
In some instances it may be required to align a
gaming title with a specific Radeon graphics card.

This example shows how copy and imagery can

work together.

BLACK GRADIENT OVERLAY APPLIED

TO PARTNER KEY ART
RED ARROW USED NEXT TO HEADERS

BODY COPY: EFFRA MEDIUM + LIGHT

RELEVANT GRAPHICS CARD OR PARTNER

PRODUCT CAN BE PLACED NEXT TO THE COPY

PARTNER LOGO PLACEMENT

TERMS & CONDITIONS

RADEON LOGO IS ANCHORED TO THE BOTTOM

RIGHT HAND CORNER WHEN THE RADEON
MONOGRAM IS TIN THE TOP LEFT

RADEON BRAND IDENTITY GUIDELINES / PAGE 30

 CORPORATE STATIONARY

LETTERHEADS TEMPLATE TEMPLATE WITH COPY

The following is the approved placement

for the wordmark and monogram when
used on company letterheads.
FONT: EFFRA LIGHT 9PT
Ensure the margin is the same as the size
of the Radeon monogram on all sides.

May 10, 2016

Re: Advancing the Virtual Reality

Dear Dr. James:

Cae nobis aceptae volorum que consed est laut apicias et eiusapicae alit
quiam, quam, eribusamus, solore volore ommoditiur, sit volorerero eium inte
coritae sequat odi odis exernam, est, corem imus dis ut eiur, cum res veli-
tiamus que peditat.

Sed qui cus si audignatia que aut ped mo ex eostiur? Faccuptas voluptas ea
sitas miliquatem lab iduntibus dolupti oribusaniet eliqui nonseque derion
rernatumque quiam ius atis dolorem fuga. Tio. Itatus ulleserum sequunt
quatur mil min nonse nimusaperrum simus, istrum venimin cimolupis ilissit
aut aut venimuscit, sinci cumendi cor reperro voloris dit quae raerfer itatius
ciisima ximperum eaquo con enia perio omnimoluptat volorem utas cori- FONT: EFFRA LIGHT 11PT
buscim voluptam re veliquat aliquo con parum labor alitiae necto blate volo
berro ea nimint reriaspic.

Tem volori ut harit, quia doloreium quiam hillani tatur, quis min esecepe
rsperferum aut eum quiae nulloritas qui nobitia nusam fuga. Nam sequa-
mus, nullam, quiatem eos delit es este pos nis etur am vellatet, nobitis ipideri
tiasitas simus alis pa voluptatio. Cuptatu riatibuscid ut fugitis essiti torposte
nisciatur, qui ipsunt aut am harum ilia quam remquis quam, sint di opta nobis
reptatquae vello te pliquundam imus.

Sincerely,

Joe Smith
Corporate Vice President

RADEON BRAND IDENTITY GUIDELINES / PAGE 31

 CORPORATE STATIONARY

BUSINESS CARDS
The following is the approved placement
for the wordmark and monogram when
used on business cards.

There are 2 front options.

FONT: EFFRA BOLD

FONT: EFFRA LIGHT

FONT: EFFRA LIGHT

RADEON BRAND IDENTITY GUIDELINES / PAGE 32

 ON PRODUCT

LOGO ON SIDE + FRONT

LOGOS & GRAPHIC CARDS

The Radeon RX graphics card includes two
instances where the wordmark is placed. LOGO ON FAN
This is the only instances where the
Radeon wordmark is show vertically.

RADEON BRAND IDENTITY GUIDELINES / PAGE 33

 ON PRODUCT

REFERENCE CARDS
The following renders show how the Radeon
logo is applied. The images can also be used in
marketing materials, as shown previously.

RADEON BRAND IDENTITY GUIDELINES / PAGE 34

 ON PRODUCT

REFERENCE CARDS

RADEON BRAND IDENTITY GUIDELINES / PAGE 35

 TYPOGRAPHY
USAGE GUIDELINES

RADEON BRAND IDENTITY GUIDELINES / PAGE 36

 BRAND TYPOGRAPHY

BRAND TYPOGRAPHY EFFRA LIGHT

Our brand font is Effra, designed by the foundry Dalton Maag ABCDEFGHIJKLMNOPQRSTUVWXYZ
Effra Typeface abcdefghijklmnopqrstuvwxyz
Dalton Maag.

0123456789!@£$%^&*()_+
The font is available in various weights and
languages and includes web support.

Effra should be used in all customer facing

marketing materials, including online when possible.
EFFRA REGULAR
If the brand font Effra can not be used it should
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
be substituted with Arial.

Files:
If you need the Effra font please contact
heather.lennon@amd.com
0123456789!@£$%^&*()_+

EFFRA BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789!@£$%^&*()_+

RADEON BRAND IDENTITY GUIDELINES / PAGE 37

 COLOR PALETTE
USAGE GUIDELINES

RADEON BRAND IDENTITY GUIDELINES / PAGE 38

 COLOR PALETTE

CORE BRAND COLORS RADEON RUBY / PMS 199C / C4 M100 Y76 K1 / R221 G0 B49 RADEON WHITE / PMS N/A / C0 M0 Y0 K0 / R255 G255 B255

Ensure consistency by using the

brand color palette at all times.

RADEON DARK GRAY / PMS N/A / C76 M66 Y56 K71 / R39 G40 B43 RADEON GRAY / PMS Cool Gray 11C / C62 M52 Y46 K40 / R85 G86 B90

RADEON BLACK / PMS N/A / C70 M50 Y30 K100 / R0 G0 B0

RADEON BRAND IDENTITY GUIDELINES / PAGE 39

 COLOR PALETTE

CORE BRAND COLORS

Below are the approved color ways for
the Radeon wordmark & monogram.

If the Radeon graphics logo and

monogram needs to be used on white
please use either the primary version
(red) or a black version.

PRIMARY SECONDARY TERTIARY

RADEON BRAND IDENTITY GUIDELINES / PAGE 40

 PARTNER LOCKUPS
USAGE GUIDELINES

RADEON BRAND IDENTITY GUIDELINES / PAGE 41

 LEGACY LOGOS

LOCKUP & PLACEMENT GUIDELINES CORRECT SCALING & LOCKUP

This is an example of how to use the new Radeon Examples of how to pair a technology lock up with an existing or legacy Radeon badge.
wordmark or technology lockups with existing
product badges.

Ensure the Radeon product or tech badges are locked up

with AMD badges as shown. Align the Radeon wordmark Ensure the Radeon wordmark is
with the top of the AMD logo X X X the same height as the AMD logo,
and that the space between the
Current badge visuals on any existing or legacy products two elements is equal.
with AIBs or partners do not need to be updated.

RADEON BRAND IDENTITY GUIDELINES / PAGE 42

 RADEON + AMD LOGO LOCKUP

RADEON & AMD LOCKUPS

There are various occasions where the Radeon and
AMD logos need to co-exist on marketing materials.
AMD & RADEON USAGE
Ensure the AMD and Radeon logo lock is used as shown.
X

X No content should be
within 1x of the wordmark

RADEON BRAND IDENTITY GUIDELINES / PAGE 43

 RADEON TECHNOLOGIES GROUP
USAGE GUIDELINES

RADEON BRAND IDENTITY GUIDELINES / PAGE 44

 RTG WORDMARK & LOCKUP CONSTRUCTION

RADEON TECHNOLOGIES GROUP

Radeon Technologies Group (RTG) is the division
umbrella brand.

The wordmark lockup should not be redrawn MASTER LOGO + LOCKUP

or edited in any way. SAFE ZONE

PID 169523-A
X

X No content should be
within 1x of the wordmark

Font:
Effra Light
Kerning:
+30

RADEON BRAND IDENTITY GUIDELINES / PAGE 45

 RTG WORDMARK COLOR VARIATIONS

RADEON TECHNOLOGIES GROUP

The RTG wordmark lockup can be used in
ruby, white, grey and black.

RADEON BRAND IDENTITY GUIDELINES / PAGE 46

 BRAND STRAPLINES
USAGE GUIDELINES

RADEON BRAND IDENTITY GUIDELINES / PAGE 47

 BRAND STRAPLINE + LOCKUP

CORPORATE STRAPLINE
The brand strapline can be used in marketing
materials and internally.

The strapline should not be used independent of

the Radeon wordmark.

Bring Pixels To Life. X

RADEON BRAND IDENTITY GUIDELINES / PAGE 48

 ALTERNATIVE STRAPLINES

CORPORATE STRAPLINE
There are instances where a different strapline can be
used, for example Radeon RX which focuses more on the
gaming market may want to push this particular element
in marketing materials.

In this case Radeon RX could use ‘Brings Gaming to Life’. RADEON BRAND STRAPLINE
Bring Pixels To Life.
PRODUCT/TECHNOLOGY
SPECIFIC USE Brings GamingTo Life.

RADEON BRAND IDENTITY GUIDELINES / PAGE 49

 BRAND IMAGERY
USAGE GUIDELINES

RADEON BRAND IDENTITY GUIDELINES / PAGE 50

 BRING PIXELS TO LIFE IMAGERY

PIXEL ART DIRECTION

The Radeon brand identity was born of a single
pixel, the brand imagery art direction reflects this.

The images can be used internally or with the

Radeon Technologies Group brand and are there
to inspire and awe the viewer.

RADEON BRAND IDENTITY GUIDELINES / PAGE 51

RADEON BRAND IDENTITY GUIDELINES / PAGE 52
RADEON BRAND IDENTITY GUIDELINES / PAGE 53
RADEON BRAND IDENTITY GUIDELINES / PAGE 54
 LEGAL REQUIREMENTS
ATTRIBUTIONS

RADEON BRAND IDENTITY GUIDELINES / PAGE 55

 LEGAL

LEGAL REQUIREMENTS DOOM LEGAL REQUIREMENTS BATTLEFIELD 1 LEGAL REQUIREMENTS

© 2016 Advanced Micro Devices, Inc. All rights
reserved. AMD, the AMD Arrow logo, Radeon, and
combinations thereof are trademarks of Advanced
Micro Devices, Inc. in the United States and/or other
jurisdictions. Other names are for informational
purposes only and may be trademarks of their
respective companies.
Standard:
© 2016 Bethesda Softworks LLC, a ZeniMax Media
company. DOOM and related logos are registered
trademarks or trademarks of id Software LLC in the
U.S. and/or other countries. All Rights Reserved.
Use the following short form legal line in online
banner ads or other materials where the long form
will not fit due to size constraints.
© 2016 ZeniMax Media Inc. All Rights Reserved.
Standard:
Battlefield 1 images and logos ©2016 Electronic Arts Inc.
Battlefield, Battlefield 1 and the DICE logo are trademarks of
EA Digital Illusions CE AB. EA and the EA logo are trademarks
of Electronic Arts Inc.
Short for special cases only:
©2016 Electronic Arts Inc.

Use the following truncated legal for use in online

banner ads where even short form will not fit due to
size constraints.
© 2016 ZeniMax.

RADEON BRAND IDENTITY GUIDELINES / PAGE 56

 QUESTIONS?
Contact your AMD/Radeon sales or marketing representative or brand.team@amd.com