Asurion Brand Guidelines 2013
644-0012 D28 112213
The Asurion Brand
The Asurion brand is our face to the world.
The Asurion brand is made up of 14,000 creative people working in unison to overcome real-life obstacles,
a system that operates 24/7, speaks six languages, and works across any device, platform or provider.
The Asurion brand listens, understands, fixes, replaces, solves and explains. The Asurion brand recognizes
the interconnectivity of life and technology, understands the underlying complexity that makes so many
things simple, and promises to keep life up and running.
Clearly, the Asurion brand has extraordinary value, and one way to protect it is by using its visual elements
– logotype, typography and color palette – properly and consistently. These guidelines are intended to help,
guide and show you the way as you bring our brand to life.
Visual Expression
1.0 Logo
2.0 Tagline
3.0 Color Palette
4.0 Typography
5.0 Iconography
6.0 Illustration
7.0 Supportive Visual Elements
1.0 Logo
1.1 Logo
The Asurion Logo
The new mark is fresh and contemporary,
but is not disconnected from our past.
It incorporates the letter A, and is inspired
by the intersection of the technology we
support and the users we help.
It’s more about inspiring a feeling, and
remaining authentic to who we are and
what we do. The mark puts us in the same
visually modern peer group as our partners,
and when you look at it without the Asurion
name, it works really well.
1.2 Logo
Components
Logotype
Typography
Symbol
The Asurion logo is made up of typography
The typography of the Asurion logo is fresh
The symbol incorporates a stylized letter A and is inspired by
and a symbol in a contemporary, forward-
and contemporary, strong but not too
the meeting of the technology we support and the users we
moving, visually balanced combination.
formal, and its use in the lower case adds
help. There is a visual reference to an arrow-like movement
to its sense of being friendly and approachable.
forward, a progression which aligns nicely with the Asurion
brand strategy.
In the pages that follow, you will see that the symbol can be
used independently of the typography, but the typography
can never be used without the symbol.
1.3 Logo
Clear Space & Sizing
=X
RULES:
Typography and Symbol
The logo consists of the typography and
symbol in a balanced lock-up. The two
components must appear together in all
cases. The symbol can be used independently
if needed, but the typography cannot.
AREA OF ISOLATION
Area of Isolation
A space twice the width as “X” shows area
X
where no other type or image can infringe
on the brandmark.
The height clearing area is called “X”
from the highest point of the brand icon.
Minimal Size
The brandmark is not to be
reduced below a 1-inch width
as shown here.
1 “ wide
X
X
X
1.4 Logo
Colors
Logo Colors
The Asurion colors are modern but not
“trendy.” They are clean, crisp, and classic to
ensure longevity. In addition, the contrast
Asurion
Dark Blue
Asurion
Blue
Asurion
Green
PMS 288C
PMS 298C
PMS 376C
100% Black CMYK: 100%, 67%, 0%, 23%
RGB: 0%, 75%, 141%
HEX: 00337F
CMYK: 69%, 7%, 0%, 0%
RGB: 19%, 181%, 234%
HEX: 51B5E0
CMYK: 50%, 0%, 100%, 0%
RGB: 141%, 198%, 63%
HEX: 7FBA00
CMYK: 50%, 0%, 100%, 0%
RGB: 0%, 0%, 0%
Black
White
between blue/green and black/white/gray
underscores the sense that Asurion lives at
the intersection of life and technology.
4-Color Logo
2-Color Logo
1-Color Logo
Grayscale Logo
100% White
1.5 Logo
Usage
RULES:
Logo Usage- Primary
The Asurion logo is made up of the
typography and the symbol together –
as shown here. The typography must
always be accompanied by the symbol.
1.6 Incorrect
Logo Usage
RULES:
Incorrect Usage
Modifications of the logo can dilute
Do not put effects on the logo.
Do not apply color change
to the symbol.
Do not enlarge the symbol
size. Scale proportionally.
brand impressions, weaken the power
of the brand and confuse the consumer.
Do not overprint a busy
background.
Typical changes to avoid are shown
to the right.
Do not tint or ghost back the logo.
Do not stack icon over
the logo.
Do not change color of
the logo.
Do not skew or distort the logo.
asurion
Do not change font in the logo.
ASURION
Do not use all caps
on the logo.
Do not reverse order of
the typography and symbol.
Asurion
Do not use the brandname
without the symbol.
Do not use an initial cap on
the logo.
1.7 Logo
Trademark Boilerplate
RULES:
Where to use
If a trademark statement is necessary
on print material, it should appear
in 7-point Minion Pro Regular
with 9-point leading. This keeps the
© Asurion 1994-2013. All Rights reserved
Back of brochure
life’s
operating
system
This boilerplate trademark statement should
appear on all communication where it is
required. The typography is Minion Pro 7-point
on 9-point leading.
boilerplate legible without interferring
with important communication devices.
The following represents placement
of a trademark statement.
Front of brochure (example)
Asurion is a registered trademark of Asurion, LLC
This boilerplate trademark is an optional statement
which can be used on all communication where it
is required. The typography is Minion Pro 7-point
on 9-point leading.
© Asurion 1994-2013. All Rights reserved
Positioning of the Trademark
boilerplate statement
1.8 Logo
Symbol Usage
RULES:
Symbol as Independent
Graphic Element
Although, in the logo, the typography must
always be accompanied by the symbol, the
symbol itself may be used independently.
With an eye to correct proportion, the
symbol works well in print and on screen.
Symbol as Supergraphic
The symbol works large-scale, as well, and
lends itself to use on vehicles and on large
surfaces in building interiors and exteriors.
Symbol as Pattern
The geometry of the symbol is ideal for
creating repeating patterns.
protected.
1.9 Incorrect
Symbol Uses
RULES:
Logo Symbol as
Standalone
The following scenarios are to be
avoided, as they do not represent
the Asuriuon brand identity.
Do not substitute another
color for the symbol mark.
Do not crop symbol where the
middle triangle is not present,
as it will take on the form of an
entirely different shape.
Parts of the Asurion symbol
are not to be altered in
shape, as this will create a
entirely new symbol.
Do not overlap the symbol mark
onto itself, as it will create a
totally unrecognizable shape –
not an Asurion shape.
Do not overlap the symbol
mark onto itself in a ghosted
or tinted visual.
The symbol is never to be used
as a gradient tone, as it will cause
the Asurion shape to disappear.
Do not apply a stroke to
the symbol mark.
Do not place the logo symbol
over an area where is becomes
difficult to discern or read.
Do not fill the negative
space of the logo symbol
with another color.
1.10 Logo
Applications
RULES:
Logo as Standalone
In instances where Asurion is the
The Brandmark as Standalone
primary/sole brand, the logo stands alone,
as shown.
Logo as an Ingredient Brand
In instances where the Asurion brandmark
supports a retailer’s brand, the logo can be
used as shown to the left.
POWERED BY
The Brandmark as an Ingredient Brand
1.11 Ingredient
RULES:
Horizontal Application
The Ingredient logo with the
“Powered by” preface must be used
as a horizontal application as shown
to the right.
POWERED BY
Chevin Light
POWERED BY always uses Chevin Light
in all caps as a consistent typography
application.
Ingredient Logo Spacing
The space between the words of the
Ingredient logo are determined as
shown to the right. The space between the “D” in ‘Powered’ and the
“B” in ‘By’ is called out as “Y”, and is
the same width as the negative space
in the letter “O”.
Logo Applications
Y
Z
POWERED BY
Y
Z
1.12 Incorrect
Ingredient Applications
RULES:
POWERED BY
POWERED BY
Incorrect Applications
Do not substitute another font for
the Ingredient typography mark
Do not change the font weight of the
‘Powered by’ Ingredient typography
POWERED BY
Do not alter the font point size
for the Ingredient typography
The following examples highlight
ways the Asurion Ingredient logo
should never be used.
POWERED BY
Do not substitute another color for
the Ingredient typography
POWERED BY
POWERED BY
POWERED
BY
Do not italicize the ‘Powered by’
Ingredient typography
Do not stack the font for the Ingredient
typography mark
POWERED BY
Do not tint or ghost back the
‘Powered by’ Ingredient typography
Do not elevate the position of
‘Powered by’ within the Ingredient
typography
1.13 Ingredient
Logo Applications
RULES:
Ingredient Logo Spacing
The Asurion Ingredient logo should
be separated from any Primary Logo
X = the space between
by the vertical height space called out
POWERED BY
as “X” as shown to the right. “X” is
determined by the x-height of the
lower case ‘a’, in the Asurion logo
typography.
Ingredient Logo Alignment
The Asurion Ingredient logo
should always be flush RIGHT to
it’s Primary Logo counterpart, as
shown to the right.
=X
POWERED BY aligns flush
right to primary logo.
primary and ingredient
logo height
1.14 Ingredient
Logo Applications
RULES:
Ingredient Logo Sizing
X
POWERED BY
The Asurion Ingredient logo is
X
POWERED BY
X
intended to support – not overpower
– the Primary brand mark. It
functions as a signature, or sign-off
element that completes a statement.
Ingredient Logo Positioning
X
POWERED BY
X
POWERED BY
The Asurion Ingredient logo
should be scaled to the width of
the Primary brand logo typography.
In the case of long Primary names,
this can be used to the designer’s
discretion, as shown on the following
page examples.
POWERED BY
Asurion Ingredient logo
knocked out of solid color field
X
POWERED BY
1.15 Ingredient
Ingredient Logo
Application
The following show the Asurion
Ingredient logo on promotional
pieces.
Logo Applications
2.0
Tagline
2.1
The Tagline
The Asurion Tagline
Our tagline encapsulates the
convergence of life and technology
in a simple and memorable phrase, pairing
two things that haven’t been linked until
now. The line invents and defines a new
category of service, differentiating
Asurion and making a confident promise
to keep our customers’ tech-fueled
lives operating.
life’s operating system
2.2
Tagline Color & Positioning
RULES:
Color of Tagline
When combined with the full-color logo,
the tagline must be in Asurion dark blue.
When the logo is used as a one-color
Asurion
Dark Blue
PMS 288C
life’s operating system
CMYK: 100%, 67%, 0%, 23%
RGB: 0%, 75%, 141% HEX: 00337F
black logo, the tagline must appear in
100% black.
Tagline Positioning
100%
Black
life’s operating system
life’s operating system
The tagline is nested beneath the logo
as shown, neither shorter nor longer
m=X
than the typographic element itself.
X
life’s operating system
2.3 Incorrect Tagline
RULES:
Incorrect Tagline Usage
Modifications of the tagline can dilute
brand impressions, weaken the power
of the brand and confuse the consumer. Typical changes to avoid
are shown to the right.
Usage
life’s operating system
life’s operating system.
Do not squsih or elongated the typography
when used as a brand tagline.
Do not add a period or punctuation
mark when used as a brand tagline.
life’s operating system
LIFE’S OPERATING SYSTEM
Do not alter the weight of font when
used as a brand tagline.
Do not use all caps when used as a brand tagline.
Life’s Operating System
life’s operating system
Do not use initial caps when used as a
brand tagline.
Do not substitute a different font
when used as a brand tagline.
life’s operating system
Do not use a different color when used
as a brand tagline.
2.4 Using
the Logo & Tagline
life’s operating system
RULES:
RULES:
THE LOGO ALONE:
THE LOGO WITH THE TAGLINE:
The Asurion logo is the premier visual exponent of the
brand. It is iconic, and stands alone as a clear, formal
presentation of the brand essence of Asurion.
The tagline adds greater context to the logo in
certain external uses such as promotion,
advertising, websites, and in other communications
reaching out to the consumer.
3.0
Color Palette
3.1 Color
Palette
Primary Colors
Our primary colors are clean, crisp
and classic to ensure longevity.
Asurion
Asurion
DarkGray
Blue
Asurion
Blue
PMS 288C
PMS 298C
CMYK: 100%, 67%, 0%, 23%
CMYK: 69%, 7%,0%, 0%
RGB: 0%, 75%, 141%
RGB: 19%, 181%, 234%
HEX: 00337F
HEX: 51B5E0
100% Black
100% White
3.2 Color
Palette
Secondary Colors
Our secondary colors provide
complementary accents to our
primaries, underscoring the sense
Asurion
PMS 376C
Gray
PMS 139C
RHODAMINE
RED
that Asurion lives at the intersection
of life and technology.
CMYK: 50%, 0%, 100%, 0%
CMYK: 0%, 37%, 100%, 23%
RGB: 141%, 198%, 63%
CMYK: 3%, 89%, 0%, 0%
RGB: 200%, 138%, 18%
HEX: 7FBA00
RGB: 230%, 64%, 151%
HEX: AF7505
HEX: ED0091
Asurion
PMS 429C
Gray
PMS 410C
CMYK: 3%, 0%, 0%, 32%
CMYK: 0%, 18%, 21%, 56%
RGB: 176%, 183%, 188%
RGB: 136%, 116%, 106%
HEX: ADAFAA
HEX: 7C6D63
4.0
Typography
4.1
Typography
Aa Aa Aa
Headline Type
Headlines & Body Type
Sub Headline Type
Akzidenz-Grotesk Bold
Chevin Light
Minion Pro Regular
AkzidenzGrotesk is a sans serif font similar
Chevin is a rounded type family designed
Minion Pro is a serif face inspired by clas-
to Helvetica and Univers, but with subtle
with functionality, legibility and elegance in
sical, old style typefaces of the late Renais-
proportional and weight changes. Released
mind. With its open counters and slightly
sance, a period of elegant,
in 1898, it was the first sans serif typeface to
condensed style, Chevin is particularly suited
beautiful, and highly readable type designs.
be widely used and is still a popular choice
to signage. The font was designed by Nick
It exhibits the aesthetic and functional quali-
for impact, clarity and legibility more than
Cooke of London, who emphasizes consis-
ties that make text type highly readable, yet
100 years later.
tent character shapes, accurate positioning,
is also suitable for display settings. The use
precise kerning, for typefaces that combine
of Minion Pro balances the san serif faces,
originality with usability.
providing a pleasing contrast.
4.2
Typography
Akzidenz-Grotesk
Chevin
Minion Pro
Regular
abcdefghijlkmnopqrstuvwxyz
ABCDEFGHIJLKMNOPQRSTUVWXYZ
Light
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Regular
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Bold
abcdefghijlkmnopqrstuvwxyz
ABCDEFGHIJLKMNOPQRSTUVWXYZ
Medium
abcdefghijlkmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Akzidenz-Grotesk is available from www.MyFonts.com
When the Asurion name is used in copy or
written text, it should be treated with
initial caps, using the font choice of the
copy block. Do NOT use the logo in
substitution for the Asurion name.
Chevin is available from www.FontShop.com
Minion Pro Regular is available from www.MyFonts.com
4.3
Universal Font Substitutions
Aa
Arial
Aa
Georgia
Arial replaces Akzidenz-Grotesk from preferred fonts.
Georgia replaces Minion Pro from preferred fonts.
Regular
abcdefghijlkmnopqrstuvwxyz
ABCDEFGHIJLKMNOPQRSTUVWXYZ
Regular
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Bold
abcdefghijlkmnopqrstuvwxyz
ABCDEFGHIJLKMNOPQRSTUVWXYZ
The above fonts are to be used whenever universal font substitutions need
to appear, such as powerpoints. These fonts will work well in both PC and
Mac applications.
4.4
Typography
Subhead Copy
Akzidenz-Grotesk
Life needs
an operating
system.
Headline Copy
Chevin Medium
A Subhead Which
Augments the Headline
A Subhead Which
Augments the Headline
Hsd gkjhdag adlkjherlk gjaslk fdg
kjhdagfdfagrg khdaf, bjsadg dfdfg
lkjhbdflkj hdfbl jgd dafgkhdfsgleadg.
Bdfgjkh dfkagjhk ljhgadf dagjhbr
gjadg. Phjsdg jadgs kjsajdafg ljkdfag
sdg sadjbgeljljghse, d jb dlfjgdf;
fbdjklsdagh dargkhl jrgejk
dfh ertlijdf kjsnkjdfsh.
Body Copy
Minion Pro Regular
Life needs
an operating
system.
Headline Copy
Akzidenz-Grotesk
Hsd gkjhdag adlkjherlk gjaslk fdg
kjhdagfdfagrg; khdaf,bjsadg dfdfg
lkjhbdflkj hdfbl jgd dafgkhdfsgleadg.
Bdfg jkhdfka gjhkljhgadf dagjhbsgjadg.Phjsdg jadgs kjssdahjgh
adg sdg sadjbgelj ljghse.
Body Copy
Chevin Medium
Subhead Copy
Akzidenz-Grotesk
Thank You.