Conference tnpubs::i-exchange

25.0. "Updated Info on Digital Brand Identity Program" by TNPUBS::PHALEN () Thu Sep 28 1995 12:37

This is updated information about Digital's Worldwide Brand Identity Program.

Two of the Brand Identity guidelines, "Building Our Brand and Identity" and
"Promotional Materials Framework User's Guide" will not be available through
the IR. Corporate Communications has decided to post them on the WWW because
much of the intormation is in the full color illustrations. I do not have a
date on which these WWW pages will be available.


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               Digital Brand Identity Guidelines


 * Building Our Brand and Identity: Digital's Brand and Identity
   Guidelines for Communications Professionals
        
     This very detailed book will be of great use in developing cover
     designs. It is an overview of Digital's branding strategy 
     and the role the identity system plays in building worldwide recognition 
     of the Digital brand. It covers all aspects of design and provides
     many examples for using:

	* DIGITAL logo
	* AlphaGeneration mark
        * Grids 
        * Color
	* Type families
	* Imagery
     
     "Building Our Brand and Identity" will be on the WWW.  We do not have
     a firm date as of this writing.

     For a printed copy, order part # EF-A5095-50 from VTX LOS.

 * Promotional Materials Framework User's Guide (EE-C4943-05)
 
     This document does not have a direct connection to the information
     products that SES develops but it is of considerable interest in 
     showing the scope of the Worldwide Brand Identity program.

     The "Promotional Materials Framework" includes targeting market segments,
     the components of a promotion campaign, how to use templates and grids, 
     internationalization, targeting market segments, production values and 
     designing and writing in the Digital style.

     The guidelines are based on the results of a worldwide, cross-industry, 
     customer communications research study commissioned by Digital's 
     Corporate Communications Services. The researchers analyzed how prospects 
     and customers use promotional materials. The outcome is a framework for 
     Digital's promotional materials that offers competitive advantage at 
     substantial cost savings. 

     "Promotional Materials Framework" will be on the WWW.  We do not have
     a firm date as of this writing.

     For a printed copy, order part # EE-C4943-05 from VTX LOS.
    

 * Using Our Logo: Building Brand Equity (EE-C3016-50)

     This document provides the Corporate guidelines for using the DIGITAL
     logo correctly. It includes trademark usage, use of Digital
     burgundy, and how to reproduce the logo. Much of this information is 
     recapitulated in "Building Our Brand and Identity: Digital's Brand and 
     Identity Guidelines for Communications Professionals" and ""Promotional 
     Materials Framework."
      
     For a printed copy, order part # EE-C3016-50 from VTX LOS.

     ASCII and  PostScript versions are available in VTX IR.

     DIGITAL logo artwork is available in VTX IR, AL subcategory, 
     keyterm LOGO (Clipart).
      

-------------------------- FORTHCOMING GUIDELINES ------------------------------

 FORTHCOMING 	WWW Guidelines for Tech Doc Covers
 (REALLY SOON!)		
		This WWW page will provide:

		* Samples of covers that comply with Digital's Worldwide 
		  Brand Identity guidelines.

		* An Adobe Illustrator file for a 7 x 9 perfect-bound book
		  cover that you can download and use as a template.  Please
		  do remember to create three separate files--front, back,
		  and spine--this allows the printer to "float" the spine
		  text on the center of the spine no matter what the final
		  page count is.

		* Printable specifications for all tech doc trimsizes and 
		  orientations supported by Digital Standard 073-0 Revision E.

		The tech doc WWW page should be available in early October. 

		Until the WWW page is available, send inquiries to 
		WMOIS::REV_BOARD.

	
 FORTHCOMING	Retail Packaging Guidelines
 
		A task force is forming now to develop guidelines for design-
		ing "retail-style" packaging that conforms to Digital's
		Worldwide Brand Identity Guidelines.