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Applied Materials’ Brand Identity Standards

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Established April 2006
Not for external release until July 06

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Brand Identity Guidelines Disclaimer Welcome to Applied Materials’ new brand standards—or most of them.
To Applied Materials’ Employees 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 [ 2 ]


Letter from Corporate Marketing As you know, Applied Materials is the global leader in semiconductor This booklet introduces the new system. It shows you, your staff, and
To Applied Materials’ Employees fabrication technologies and services. No one can match our track record your vendors our new logo, graphic elements, product business group
on innovating, integrating, and commercializing systems. No one can signatures, house font, and color palette. It shows you how to use them
match our global network, our dedication to emerging markets, and our within a grid that provides for both consistency and creativity. It shows
financial strength. Finally, no one can match our talent—people like you. you examples of our new library of photographs and illustrations. It
shows you how to handle launches, trade shows, and campaigns. And
We are a world-class company that deserves a world-class brand. That’s
finally, it shows you how to use “think it. apply it.”
why I believe you’ll welcome this updated visual system. Its sophistication
expresses our status as a state-of-the-art organization. Its consistency Our end goal is to unify the brand across the board—to turn it into a
reflects our ability to work as one. Its clean, precise visual language virtual integrated circuit. With your cooperation and support, we will
reflects our culture, our vision for the future, and the technologies that succeed. Any time you want guidance on communications projects,
make us unique—such as our new initiatives in nanotechnology. please call on Tamara Thompson in our corporate office.
IDENTITY STANDARD CONTENTS

Applied Materials’ Identity Standards section 1 section 7 s e c t i o n !0 s e c t i o n !4


Established April 2006 Letter from Corporate Marketing Palette Literature System Miscellaneous Examples
section 2 26 Color: Corporate 52 Graphic Element: the “edge” 79 Nameplates & Labels
Our Brand Promise 27 Color: Accent 53 Making the Applied Edge for Products
28 CMYK, RGB & HTML builds 54 Signature Placement 80 Apparel
section 3 29 Paper 55 Grid Flexibility 82 Everyday Items
The Corporate Identity 56 Design Examples 83 Promotional Goods
section 8 57 Literature Examples &
9 Logotype: Usage
Typography s e c t i o n !5
10 Clearspace + Color Usage Templates
31 Corporate Typeface 65 The Applied Voice Think it. Apply it. Guidelines
11 Dimensional Logo Usage
12 Incorrect Usage 32 Greek Symbols 85 What it means: Overview
33 Understanding Open Type s e c t i o n !1 86 Tagline Typography
13 Logo sizes: Minimum
34 How to Style Text Photography & Illustration 87 Tagline Variations
section 4 35 Font Substitution 67 Photography: The New Library 88 Tagline Color
Regional Corporate Logos 68 Photo Style 89 Tagline Trademark
section 9 69 Illustration: The New Library 90 Tagline & Logo Lockup
section 5 Stationery 70 Illustration Elements
Naming Standards & Product 38 Separating the Symbol s e c t i o n !6
71 Illustration Style
Business Group Guidelines 39 US Business Cards Launches, Events & Campaigns
17 Product Naming Model 40 Bilingual Business Cards s e c t i o n !2 92 Level One Launches
18 Previous Product Logos 41 Letterhead Presentation Templates 93 Campaigns & Trade Shows
19 Product Brand Family: PBG 42 VIP Stationery “Monarch” 74 PowerPoint Template
43 Typing Guidelines 75 Word Template s e c t i o n !7
section 6
46 Social Cards and Note Pads What It All Means to You
Legal Requirements
48 Electronic Business Papers s e c t i o n !3 95 Final Word
22 Trademarks & 49 Interoffice Communications
© 2006 Applied Materials, Inc. Multi-media Guidelines
Intellectual Property
24 Confidential Designation
2
our brand
Brand Promise Our brand is much more than a logo or a color palette. It’s also It will create a strong, immediate brand identity. It’s as advanced and
Building Applied Materials’ Brand communicated by people’s impressions of our products, technology, sophisticated as our technology. It’s flexible enough to communicate
innovation, and our relationships with employees, investors, and clients. many different messages to many different audiences without straying
from our core brand. To build the greatest long-term value, we will have
That said, our visual communications are the first things the outer world
to use it correctly and consistently.
sees. It’s crucial that they present a clear, unified brand message.
The guidelines in this book will give you all the tools you need to create
As a global industry leader, Applied Materials deserves to be presented
advertisements, printed and interactive collateral, launches, product
as a confident, integrated, inventive company in the vanguard of the
names, promotional goods, and so on. From logo, typography, and color
information age. In the past, our communications have tended to be
to imagery and layouts, it’s all here. Using the logo and brand standards
somewhat variable, probably because our offices are so diverse and
well, will help to maximize Applied Materials’ brand equity among
far-flung. This new system, many months in the making, will give all
clients, employees, vendors and the general public.
of our communications a common foundation.

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3
the corporate identity
The Corporate Identity The Applied Materials’ corporate identity is the main visual element that When we use “a” and the logotype together, we put them side-by-side,
Applied Materials’ Logo identifies and represents our company. Using it consistently will support in what we call the “lockup.”
our position in the global marketplace.
We only use the “a” as a solo graphic element when the logotype is on
Our identity has two components: the Applied “a” mark and the logotype the same page.
“Applied Materials.” Here are the basic rules:
We never, ever crop or partially obscure the “a.”
We never design special logos for individual products or groups.
All product logos must be approved by Brand Compliance and created
by corporate graphics or our design house. All current and future logo
designs are available from corporate headquarters.

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Evolution, Not Revolution
the logotype
Logo

All we’ve done to the logo is commission a cus-


tom font for the logotype, and establish a single
way to use it with the symbol. The changes are
so subtle you may ask, “why bother?”
It’s a matter of visual semantics. The old serif
font said “traditional craft,” whereas we create
leading-edge technology. Besides, serifs break
up on screen, where many of our communica-
tions are seen now. That explains the switch
to sans serif. We chose this particular font
because it evokes the “mathematical reason-
ing of an engineer,” as the font designers put
it. To translate; the wide counters and slightly
squared forms are as stable and solid as we are.
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with the stripes in the mark. Click on the logo to download the entire logo assets
folder. This set includes black, white and blue version
in PANTONE, RGB, and CMYK color builds. Adobe
Illustrator v10 files and transparent gifs.

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 9 ]


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desired logo to download artwork,
or the icon on the left to download
a folder of all the logos.

Correct Usage Examples


usage guidelines
Logo

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�� This blue block represents a large color field, not a “box.”

Clearspace: Give it Room to Breathe Three Styles of Dress


Think of the logo as residing in a pro- We’re not just being absurdly strict. In almost every case, the bug and We like the logo best in Pantone 549
tective force field, which is twice as White space sets things off from their the stacked signature will be locked blue, but you can also make it black
wide as the cap height of APPLIED, surroundings, and makes them look together in one of the configura- or reverse it to white from a color
or X. This force field never lets any- important. Isolating elements in space tions you see here. (We have made field. For special occasions, you can
thing touch the logo, ever. also makes them easier to read. exceptions for a few special applica- dress it in silver or blue metallics
tions, which we’ll define later on.) from the palette on pages 13 and 14.

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 10 ]


a new dimension
Logo

Exceptional Dimensional Logo Exceptional PowerPoint Uses


Things have changed since the symbol The Exceptional Dimensional symbol is
was designed in 1972. Then we were a for exceptional PowerPoint applications.
young company entering a risky new
You can also use it in “art” applications,
industry. Now we are the biggest, most
such as oversize displays, or three-
authoritative semiconductor company in
dimensional signage where the mark will
the world. To reflect this, we designed a
be fabricated in stone, plastic, or paper.
dimensional version of the symbol that
turns the stripes into the architectonic Please send any and all proposed designs
columns of a great institution. to Corporate Marketing for approval.

You won’t use it often.

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 11 ]


Do Not Try This at Home (Or in the Office)
Don’t!
incorrect usage
Logo

This page shows you how NOT to use the logo.


The new visual system gives you plenty of
opportunites to be creative—but not with the
logo. Consistency helps the logo do its job for
the brand, 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

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 12 ]


Minimum and Maximum Logo Size 165%
logo sizes
Logo

The logo sizes on this page are the ones we For placement on 9"x 12", 8.5"x 11" and 5.5"x 8.5" brochures
use most often. Each size refers to a type of
stationery, literature, or advertisement. When
you design these kinds of communications,
please use the logo at the sizes shown here. The 135%
smallest logo you can use for print and onscreen
For placement on smaller print collateral
pieces is 85%. For very small and very large
applications, such as promotional pens and
posters, you may scale the logo to fit.

100%
For placement on letterhead

85%
For placement on small pieces

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 13 ]


4
regional
corporate logos
Regional Corporate Logos
regional corporate logos
Logo

There are no independent regional logos. In Applied Materials logo with Chinese translation
some cases, like China, there is a legal need to
add Applied Materials in Chinese below the
logo. China will use the lockup, and add Chinese
characters below, scaled to harmonize with the
English typography, and set to the same width.

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 15 ]


5
naming standards and
product business group logos
All Product Groups Are Now Created Equal Seven Little Rules
product naming model
Naming Standards

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

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 17 ]


This Is A Brand Family?
Un-Family at A Glance:
previous product logos
Naming Standards

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.”
Let’s capitalize on our collective
strength.

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 18 ]


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Producer®
Black Diamond® UVision ®

Ah, That’s Better


product brand family
PBG Logo Guidelines

As you can see, product logos are


Producer® Endura® Producer® Endura®
set in just one font. They are also Black Diamond® iCuBS™ UVision ®
Black Diamond® iCuBS™ UVision®

contained in a consistent shape.


The product name is set in Whitney Producer® Producer® Producer® Producer®
SlimCell SlimCell
™ ™

BLOk™ Stress Nitride™ BLOk™ Stress Nitride™


Medium, upper and lower case.
There are two available type sizes,
one designed for longer two-line Endura® Producer® Endura® Producer®
iCuBS™ HARP™ Centura ®
iCuBS™ HARP™ Centura ®

names and a shorter one-word


variation.
Centura® Centura® Centura® Centura®
The product logo can be comprised Enabler™ RP Epi Reflexion ®
Enabler™ RP Epi Reflexion ®

of the platform name alone or the


platform + an application (per the
One and two-line longer name One-line shorter These product logos are available in black and white, or you may choose
naming conventions). In this case, examples in black and white. name examples in a color from our accent color palette. Just choose what looks the best
the Applied “a” symbol eliminates black and white. with your product color scheme.
the need for the word “Applied”. Color versions have shared the same shading system to suggest 3-D.
The provided product logo template has this shading built in. The colors
It’s much cleaner, isn’t it? And it
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the files: Click on the above logos shown above are not assigned to products, they are only examples.
reinforces the idea that we are a
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to download the artwork.


single, integrated company.
Click here to download a gradient swatch library.

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 19 ]


Ah, That’s Better
product brand family
PBG Logo Guidelines

A consistent logo style like this will ��������� �


help reduce the perception of “silos” ������ �

at Applied Materials. It immediately


communicates how the products fit
because they feel like a set of things
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that work together. It is much more


condusive to the 1+1=3 concept.
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APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 20 ]


6
legal requirements for communications
Legal Requirements for Communications
legal requirements
Logo

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

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 22 ]


Legal Requirements for Communications
legal requirements
Logo

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

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 23 ]


Legal Requirements for Communications
legal requirements
Logo

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

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 24 ]


7
color palette, paper and inks
Lighter, More Sophisticated Blues
corporate palette
Color

When people in this industry see blue,


they think Applied Materials. But change NE
®
NE
®

NE PAONOLTGORAY 5 M PA8N5%TOBLACK
®

PA N T O
is good, so we chose a brighter, more
C
technical blue—PANTONE® 549.
54 M9
Our blue looks crisp and lively when you PA N T O ® PA N
give it plenty of white space and accent NE TO N

CO
OL
2975 GR
AY
the layout with bits of black. M 1 M
NE
®

PAONL TGROAY 11 M
Please use matte ink whenever you can. CO

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.

blue. we own it.


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 [ 26 ]


Out of The Clean Room
accent colors
Color

The clean room inspired our secondary BRIGHT


ACC E N TS
palette—nice source, don’t you think?
Notice that all of these colors include a PANTONE® 717 PANTONE® 7409 PANTONE® 7406 PANTONE® 313 PANTONE® 297 PANTONE® 2975 PANTONE® 8202 PANTONE® 8401
matte matte matte matte matte matte matte matte
little of their opposite—they’re all slightly (metallic alternate to 549) (metallic alt to cool gray 9)

reduced. Plus, we only use matte inks.


That’s why the colors feel richer, more MEDIUM A LT E R N AT E
ACC E N TS M E TA L L I C S
organic. Since the palette ranges from
bright to dark to muted and metallic inks,
PANTONE® 7468 PANTONE® 7474 PANTONE® 376 PANTONE® 370 PANTONE® 704 PANTONE® 7434
it offers many possibilities for emotional matte matte matte matte matte matte

expression and visual depth. 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
You’re welcome to try other colors. The MUTED Standard. Consult current Pantone Publication for
accurate color.
ACC E N TS
only rules are to use matte inks and base PANTONE® and other Pantone, Inc. trademarks
your choices on similar color principles. PANTONE® 550 PANTONE® 552 PANTONE® 7527 PANTONE® 5645 PANTONE® 405 PANTONE® Black 4
are the property of Pantone, Inc.

matte matte matte matte matte matte

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the color palette:
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Click on icon to download a swatch library.

NE
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PA N T O
5 49 M

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 27 ]


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color palettes:

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PRIMARY PANTONE® 549 PANTONE® 2975 PANTONE® PANTONE® PANTONE®
C O LO R S matte matte Cool Grey 1 Cool Grey 5 Cool Grey 11 Download CMYK library
matte matte matte

Download RGB library


CMYK & RGB Formulas c35 m0 y6 k0 c3 m2 y4 k5 c15 m9 y8 k22 c48 m36 y24 k66
cmyk & rgb formulas
Color

c59 m8 y9 k19
r163 g219 b232 r224 g225 b221 r178 g180 b179 r77 g79 b83
r94 g156 b174
html 5E9CAE html A3DBE8 html E0E1DD html B2B4B3 html 4D4F53 Download HTML library
This palette of colors is based on the
PANTONE MATCHING SYSTEM®.
Whenever possible, PANTONE® colors BRIGHT PANTONE® 717 PANTONE® 7409 PANTONE® 7406 PANTONE® 313 PANTONE® 297 PANTONE® 2975
ACC E N TS matte matte matte matte matte matte
should be used. If PANTONE colors are
not available, you can use CMYK color-
c0 m60 y100 k3 c0 m33 y98 k0 c0 m17 y100 k0 c100 m0 y10 k4 c51 m0 y1 k0 c35 m0 y6 k0
matching. Pantone’s simulation color r217 g94 b0 r238 g175 b0 r235 g183 b0 r0 g152 b195 r114 g199 b231 r163 g219 b232
html D95E00 html EEAF00 html EBB700 html 0098C3 html 72C7E7 html A3DBE8
formulas are close cousins of solid-ink
PANTONE colors, but do not match
them precisely.
MEDIUM PANTONE® 7468 PANTONE® 7474 PANTONE® 376 PANTONE® 370 PANTONE® 704 PANTONE® 7434
ACC E N TS matte matte matte matte matte matte
Pantone has also developed RGB color-
matching formulas. Again, these are as
c94 m16 y7 k28 c98 m7 y30 k30 c53 m0 y96 k0 c64 m5 y100 k24 c8 m93 y58 k28 c9 m89 y23 k34 The colors shown on this page and throughout this
close as possible to original PANTONE r0 g117 b154 r0 g122 b135 r122 g184 b0 r91 g143 b34 r162 g43 b56 r150 g49 b86 manual have not been evaluated by Pantone, Inc.
html 00759A html 007A87 html 7AB800 html 5B8F22 html A22B38 html 963156 for accuracy and may not match the PANTONE color
colors, but do not match precisely. PAN- Standard. Consult current Pantone Publication for
accurate color.
TONE has tested all these color builds to PANTONE® and other Pantone, Inc. trademarks
ensure the best color-matching possible. are the property of Pantone, Inc.

MUTED PANTONE® 550 PANTONE® 552 PANTONE® 7527 PANTONE® 5645 PANTONE® 405 PANTONE® Black 4
A HTML color programming code is ACC E N TS
matte matte matte matte matte matte

also included for web pages and monitor


color consistency. c43 m5 y6 k10
r140 g184 b198
c22 m2 y3 k3
r190 g214 b219
c3 m4 y14 k8
r218 g215 b203
c22 m5 y19 k16
r173 g187 b173
c23 m29 y32 k67
r95 g87 b79
c40 m53 y59 k89
r56 g45 b36
html 8CB8C6 html BED6DB html DAD7CB html ADBBAD html 5F574F html 382D24

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 28 ]


Paper Selection Suggestions
Clean-Room-Whites Support Clean Environments Some Practical Thoughts Supplier Suggestions
paper selection
Paper

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

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 29 ]


8
typography
WHITNEY LIGHT WHITNEY LIGHT SC W H I T N E Y L I G H T I TA L I C W H I T N E Y L I G H T I TA L I C S C

Whitney CLEAN Levels Devices Patent


corporate font
Typography

This typeface’s twenty fonts will give you WHITNEY BOOK WHITNEY BOOK SC W H I T N E Y B O O K I TA L I C W H I T N E Y B O O K I TA L I C S C

ROOM Moore Insights Lasers


all the typesetting options you need.
Originally drawn by Tobias Frere-Jones
for the Whitney Museum in New York, WHITNEY MEDIUM WHITNEY MEDIUM SC 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 M E D I U M I TA L I C S C OD
OW
OD
OW

GATES Wafer Science Silicon

CLICK T

CLICK T
NL

NL
Whitney’s “…compact forms and broad

OAD
OAD
x-height use space efficiently, and its
ample counters and open shapes make it WHITNEY SEMIBOLD WHITNEY SEMIBOLD SC W H I T N E Y S E M I B O L D 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 S C Download the files:

LOGIC Circle Invent Layers


clear under any circumstances.” Select licenses for Whitney have
Their words. We agree. been purchased by Corporate
WHITNEY BOLD WHITNEY BOLD SC W H I T N E Y B O L D I TA L I C W H I T N E Y B O L D I TA L I C S C Marketing. If you have this CD
Order the Larsen/Applied Materials

SCALE Scale Digital Equips


you are licensed to use Whitney.
version of Whitney from Hoefler & Frere-
If you are not an Applied
Jones at www.typography.com
WHITNEY BLACK WHITNEY BLACK SC W H I T N E Y B L A C K I TA L I C W H I T N E Y B L A C K I TA L I C S C
Materials employee, you must

NANO Films Future Yields


Make sure they know you want the follow the instruction at the left
customized font set! to purchase the font.

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 31 ]


Now With More Greek Symbols!
special characters
Typography

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. That’s why we asked
the designers to include all the symbols
you’ll ever need in our customized
version of Whitney.
You’re welcome.

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 32 ]


Understanding OpenType
one cross-platform font file
Understanding OpenType

Whitney OpenType font file works on and proportional old-style figures,


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

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 33 ]


How to Style Text
sample settings
Typography

Here are some sample settings in our


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

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 34 ]


Company-wide Font Substitution
company-wide fonts
Typography

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

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 35 ]


9
stationery
We Take Stationery Seriously
overview
Stationery

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

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 37 ]


3050 Bowers Avenue
Mail Stop 1250
Santa Clara, California 95004
separating the symbol
Logo

Using The “a” Symbol As A Graphic 3050 Bowers Avenue


Mail Stop 1250
Santa Clara, California 95004

In almost every application, we use the You can also use the “a” symbol in
complete logo—with the “a” symbol artistic applications, such as oversize
locked up side-by-side to the logotype. displays or three-dimensional signage
When we do use the “a” as a graphic, we where the mark will be fabricated in
always include the APPLIED MATERIALS stone, plastic, or paper.
logotype on the same page.
Please send any and all such designs to
For things that represent Applied Corporate Marketing for approval.
Materials as a whole, such as stationery,
we can use the “a” by itself.
Suzanne Patterson
Group Marketing Manager
Front End Products
t 408.584.1157
c 408.896.6550
f 408.584.1194
suzanne_patterson@amat.com
974 E. Arques Ave., MS 81280
Sunnyvale, California 94086

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 38 ]


US Business Card
the business card
Stationery

To brand the card, we use the “edge” If you must print cards for your own
and make the back side solid blue. group, keep these rules in mind:
To make the design as pure and The email address must match the
efficient as our products, we stacked person’s listing in the Applied
all the personal info in one column. Materials’ directory (we know, we
We sequenced the contact info the know, but you’d be surprised…).
way people use it: name, title, and You get ten lines, maximum, for all
business group, then telephone and the contact information. Please don’t
email, and finally snail address. use extra-tiny type to squeeze in
front side is white | 2" x 3.5"
To give it texture and presence, we more copy. (A lot of people don’t
embossed the symbol. have perfect, 20-20 vision).

back side is blue | 2" x 3.5"

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 39 ]


Bilingual Business Cards
bilingual business cards
Stationery

Put the local language on the front of


the card. (In the example shown at the
left, English is local language, and
Japanese is the needed translation.)
Put translaton on the back (blue),
side of the card.
If your region uses additional logos,
please have the design approved by
Corporate Marketing.
front side is white | 2" x 3.5"

back side is blue | 2" x 3.5"

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 40 ]


3050 Bowers Avenue
Mail Stop 1250
Santa Clara, California 95004

Letterhead
letterhead
Stationery

The embossed symbol, the blues,


and the grays are back, of course.
Notice how absolutely simple this
design is? It’s so open that it will look
good with almost any style of letter.
You’ll notice that there is no name or
title in this design. This is because 3050 Bowers Avenue
Mail Stop 1250
we don’t personalize the design with Santa Clara, California 95004

people’s names (except for VIPs).


We also never add promotional
imagery, such as product logos or
slogans. (No exceptions for VIPs).

#10 envelope | 4.125" x 9.5"

letterhead | 8.5" x 11" second sheet | 8.5" x 11"

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 41 ]


VIP Stationery
executive letterhead
Stationery

Mike Splinter
President & Chief Executive Officer

Our top executives—the CEO and


some VPs—use monarch stationery 3050 Bowers Avenue
Mail Stop 1250
Santa Clara, California 95004

with the “edge” treatment and a blue


flap on the envelope. This is also the
3050 Bowers Avenue
only stationery that is personalized Mail Stop 1250
Santa Clara, California 95004

with a printed name and title. But


again, they don’t get to use any
special promotional slogans or logos.

monarch envelope | 3.875" x 7.5"

monarch letterhead | 7.25" x 10"

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 42 ]


Mike Splinter
3050 Bowers Avenue President & Chief Executive Officer
Mail Stop 1250
Santa Clara, California 95004
2" 2"

.9375" 1.5"
1.3125" 1.875" Month 00, 2006 3050 Bowers Avenue

Month 00, 2006 Mail Stop 1250

8.5 x 11 Typing Guidelines Recipient’s Name


typing guidelines
Stationery

Santa Clara, California 95004

Recipient’s Name Company Name


Company Name Address 1
For company documents, use a Address 1
Address 2
Address 2
City, State, 00000
City, State, 00000
single page of standard letterhead
Dear (Name),
and second sheets as needed. Dear (Name),
Heiam, velit nos duisim amconul putpatem inim venim at. Im alisim del et,
Heiam, velit nos duisim amconul putpatem inim venim at. Im alisim del et, coreros digna coreros digna faccumsan vel et iure faccum nonullum dolobor inci blandiam
To set your margins, etc., you can faccumsan vel et iure faccum nonullum dolobor inci blandiam dolore dolorpe ripumsan hent dolore dolorpe rcipsumsan hent lum iriure con esed min ea feugiatio conse
lum iriure con esed min ea feugiatio conse doluptat. Duipit lore cil exeros adtat lutat. doluptat. Duipit lore mincil exeros ad tat lutat.
either memorize all the tiny blue Lore commy nulputpat, veliquipit lum dolore molesequat at. Ibh enim veliq uamet, volorer Lore commy nulputpat, veliquipit lum dolore molesequat at. Ibh enim veliqua
cilit, quis doluptat. Vulput praes endre ex exerit vero dolorem irill uptatum dolorero od tat met, volorer cilit, quis doluptat. Vulput praesendre ex exerit vero dol orem iril
numbers on this page, or use the lorer adiamet, vent ad magniam, velenis ea feummy nullam quatum zzrit alit, quissit ilit utirit luptatum dolorero od tat lorer adiamet, vent ad magniam, velenis ea feummy
pratem incipsuscin henissequat am, quis nos ex et, quis augait prat lobor si bla consequatet nullam quatum zzrit alit, quissit ilit ut irit pratem incipsuscin henissequat am,
Microsoft Word typing template. lumsandre feum ero essim vulputatinim vendipsummy nos diat augiatie dolor peraese dolor quis nos ex et, quis augait prat lobor si bla consequatet lumsandre feum ero
ting ercipsum digna commolor augait incipsum volore feuis etue faccum my non velessequat essim vulputatinim vendipsummy nos diat augiatie dolorperaese dolorting erc
adit pratueros amconsequat enim in hendrer ostinim dolore feuguer sum eraessi. ipsum digna commolor augait incipsum volore feuis etue faccummy non veles
sequat adit pratueros amconsequat enim in hendrer ostinim dolore feuguer sum.
Min ut prat nisit nulputat velis nisci blam, vulput lutat alismolore te tis adio consed minibh
exer ipsuscipit doluptat. Lor sectet praessi. Min ut prat nisit nulputat velis nisci blam, vulput lutat alismolore te tis adio
consed minibh exer ipsuscipit doluptat. Lor sectet praessi.
Sincerely,
Sincerely,

Type specs for all letterhead sizes:


Times | 10.5 pt | 13 pt leading
Sender’s Name
Sender’s Title Sender’s Name
Sender’s Title

1"

monarch letterhead | 7.25" x 10"


1"

letterhead | 8.5" x 11"


APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 43 ]
3050 Bowers Avenue
Mail Stop 1250
Santa Clara, California 95004
2"

1.16" 1.84"
Month 00, 2006

Recipient’s Name
A4 Typing Guidelines
typing guidelines
Stationery

Company Name
Address 1
Address 2
City, State, 00000

The rules for A4 sheets are the same


Dear (Name),
as for US sheets. For company Heiam, velit nos duisim amconul putpatem inim venim at. Im alisim del et, coreros
digna faccumsan vel et iure faccum nonullum dolobor inci blandiam dolore dolorpe
documents, use a single page of ripumsan hent lum iriure con esed min ea feugiatio conse doluptat. Duipit lore cil
exeros adtat lutat.
standard letterhead and second
Lore commy nulputpat, veliquipit lum dolore molesequat at. Ibh enim veliq uamet,
sheets as needed. volorer cilit, quis doluptat. Vulput praes endre ex exerit vero dolorem irill uptatum
dolorero od tat lorer adiamet, vent ad magniam, velenis ea feummy nullam quatum
zzrit alit, quissit ilit utirit pratem incipsuscin henissequat am, quis nos ex et,
To set your margins, etc., you can quis augait prat lobor si bla consequatet lumsandre feum ero essim vulputatinim
vendipsummy nos diat augiatie dolor peraese dolor ting ercipsum digna commolor
either memorize all the tiny blue augait incipsum volore feuis etue faccum my non velessequat adit pratueros
amconsequat enim in hendrer ostinim dolore feuguer sum eraessi.
numbers on this page, or use the Min ut prat nisit nulputat velis nisci blam, vulput lutat alismolore te tis adio consed
minibh exer ipsuscipit doluptat. Lor sectet praessi.
Microsoft Word typing template.
Sincerely,

Text on A4 letterhead size: Sender’s Name

Times | 10.5 pt | 13 pt leading Sender’s Title

1"

letterhead A4 | 8.25" x 11.75"


APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 44 ]
3050 Bowers Avenue
Mail Stop 1250
Santa Clara, California 95004

1.75"

Addressing Envelopes and Labels


addressing guidelines
Stationery

Recipient’s Name
4.25"
Envelopes and mailing labels will be
3050 Bowers Avenue
Mail Stop 1250 Company Name
1.375" Santa Clara, California 95004 Address 1
Address 2
pre-printed with the Applied City, State, 00000

Materials symbol and address, then 1"


Recipient’s Name
Company Name
imprinted with the recipients’ Address 1
Address 2
addresses. Print the envelopes on City, State, 00000

high-quality offset printers.


mailing label | 4.25" x 2.75" #10 envelope | 4.125" x 9.5"
You can laser-print the labels. We
designed the template so you can
print eight on an 8.5” by 11” sheet.

1.5"

Recipient’s Name
3"
Company Name
Address 1
Address 2
Text on envelopes and labels: City, State, 00000
Times | 10.5 pt | 13 pt leading

monarch envelope | 3.875" x 7.5"

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 45 ]


Note Card & Matching Envelope
note card & envelope
Stationery

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)
3050 Bowers Avenue
Mail Stop 1250
Santa Clara, California 95004
A6 card | 4.5" x 6.25"

mailing label | 4.25” x 2.75”

A6 envelope | 4.75" x 6.5"

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 46 ]


Note Pads and Stickies
note pads
Stationery

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.

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"


APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 47 ]
3050 Bowers Avenue Santa Clara, CA 95054 3050 Bowers Avenue Santa Clara, CA 95054
Tel: 1-408-727-5555 Fax: 1-408-727-5555 Tel: 1-408-727-5555 Fax: 1-408-727-5555
www.amat.com www.amat.com

Electronic Business Papers


fax sheets and memos
Business Papers

The fax and memo forms are shown memo fax


here. We’ve reverted to the standard to: John Doe to: John Doe

lock-up logo to reinforce the identity. from: Jane Doe from: Jane Doe
date: 12.10.06
date: 12.10.06
time: 9 AM

We hope that you will help us build a subject: Applied Materials Memo Format
phone number: 408-727-5555
fax number: 408-727-5555

consistent brand (and save money subject: Applied Materials Fax Cover Page
total pages: 3 including cover
Heiam, velit nos duisim amconul putpatem inim venim at. Im alisim del et, coreros
on expensive color stationery) by digna faccumsan vel et iure faccum nonullum dolobor inci blandiam dolore dolorpe
rcipsumsan hent lum iriure con esed min ea feugiatio conse doluptat. Duipit lore

using these templates for all your mincil exeros ad tat lutat.
Heiam, velit nos duisim amconul putpatem inim venim at. Im alisim del et, coreros
Lore commy nulputpat, veliquipit lum dolore molesequat at. Ibh enim veliquamet, digna faccumsan vel et iure faccum nonullum dolobor inci blandiam dolore dolorpe
internal faxes and memos. volorer cilit, quis doluptat. Vulput praesendre ex exerit vero dolorem irilluptatum rcipsumsan hent lum iriure con esed min ea feugiatio conse doluptat. Duipit lore
dolorero od tat lorer adiamet, vent ad magniam, velenis ea feummy nullam quatum mincil exeros ad tat lutat.
zzrit alit, quissit ilit ut irit pratem incipsuscin henissequat am, quis nos ex et, quis
Thank you. augait prat lobor si bla consequatet lumsandre feum ero essim vulputatinim vendip-
summy nos diat augiatie dolorperaese dolorting ercipsum digna commolor augait
Lore commy nulputpat, veliquipit lum dolore molesequat at. Ibh enim veliquamet,
volorer cilit, quis doluptat. Vulput praesendre ex exerit vero dolorem irilluptatum
incipsum volore feuis etue faccummy non velessequat adit pratueros dolorero od tat lorer adiamet, vent ad magniam, velenis ea feummy nullam quatum
zzrit alit, quissit ilit ut irit pratem incipsuscin henissequat am, quis nos ex et, quis
Lamconsequat enim in hendrer ostinim dolore feuguer sum eraessi. augait prat lobor si bla consequatet lumsandre feum ero essim vulputatinim vendip-
Min ut prat nisit nulputat velis nisci blam, vulput lutat alismolore te tis adio consed summy nos diat augiatie dolorperaese dolorting ercipsum digna commolor augait
minibh exer ipsuscipit doluptat. Lor sectet praessi. incipsum volore feuis etue faccummy non velessequat adit pratueros

Ignis ad dipit irit auguerate velestrud tat. Isl utpat. Suscipi smodolesse ex esequam
consed magnibh ex erit accummo lorper sectetu mmodoluptat vercidunt nit nostio
odiam zzriustrud dolor am, sis eu faccummy nibh endre ent ver sumsan henit del
dolobore.

Text on memo & fax forms:


Helvetica | 9.5 pt | 12 pt leading

memo | 8.5" x 11" fax cover sheet | 8.5" x 11"

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 48 ]


3050 Bowers Avenue Santa Clara, CA 95054
Tel: 1-408-727-5555 Fax: 1-408-727-5555
www.amat.com

Interoffice Communications
interoffice letters & forms
Business Papers

confidential
interoffice communique
When you need to send the rare please check one: To be opened by addressee only

printed letter to an Applied Materials May be opened by office or addressee

Month 00, 2006

colleague, please use this black-and- to: m/s


Dear (Name),
white interoffice correspondence from: m/s Heiam, velit nos duisim amconul putpatem inim venim at. Im alisim del et, coreros digna
faccumsan vel et iure faccum nonullum dolobor inci blandiam dolore dolorpe ripumsan hent
template. Print it out on your black lum iriure con esed min ea feugiatio conse doluptat. Duipit lore cil exeros adtat lutat.

Lore commy nulputpat, veliquipit lum dolore molesequat at. Ibh enim veliq uamet, volorer
and white laser jet printer. cilit, quis doluptat. Vulput praes endre ex exerit vero dolorem irill uptatum dolorero od tat
interoffice label | 3" x 2" lorer adiamet, vent ad magniam, velenis ea feummy nullam quatum zzrit alit, quissit ilit utirit
pratem incipsuscin henissequat am, quis nos ex et, quis augait prat lobor si bla consequatet

Using this instead of the preprinted 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.
color stationery will save a surprising Min ut prat nisit nulputat velis nisci blam, vulput lutat alismolore te tis adio consed minibh

amount of money.
exer ipsuscipit doluptat. Lor sectet praessi.

Sincerely,

When the content is confidential,


please use the blue interoffice label.
Sender’s Name
Text on interoffice communications: Sender’s Title
Helvetica | 9.5 pt | 12 pt leading

interoffice communique | 8.5" x 11"

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 49 ]


!0
literature system
Tradeoffs and Challenges
overview
Literature System

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

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 51 ]


45 Degrees of Distinction
45°
the applied edge
Graphic Element

One way to create visual unity when


you’re working with a huge range of
subjects and contents is to frame things
consistently. Think of a gallery with
several artists’ work. If the frames are
the same, visitors will understand that a
single entity is presenting the art.
Our frame’s upper left corner is always
trimmed at 45 degrees (we stole that
idea from the “a” symbol). The other
three corners utilize a rounded seven-
millimeter radius.
As you’ll see further on, the new system
gives you a lot of leeway with grids and
imagery. This frame, the logo, and the
typography are the elements that hold
our identity together.

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 52 ]


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the frame:

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pre-made frames.

How to Make The Frame


the applied edge
Graphic Element

For an average 8.5" by 11" or A4 page:


1 2
1 Set 3/16 inch (4.7625 mm) margins.

2 Draw a box along the margins with 7mm radius corners.

3 At the upper left corner of the margins, draw a 1/4 inch


(19.05 mm) square.
4 Delete the bottom right point of the square. Use the resulting
triangle to subtract from the box or to mask the radius corner.
For very smalll and very large formats, you can adjust these
dimensions proportionally.
3 4
For formats smaller than 5"x7" (12.7cm x 17.78 cm), you may
want to decrease the size of the radius corners and the depth of
the angled edge a bit.
For formats larger than 11"x17" (27.94 cm x 43.18 cm), you may
want to slightly increase the size of the radius corner and depth
of the angled edge.

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 53 ]


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images at right for pre-made grids
with division signature.

One Grid, Many Flavors


the guidelines
Grid & Logo Placement

The eight-column, 7-row grid you see Product group or divisional identifiers are
here is quite flexible. You can use the placed to the left of the corporate logo
columns in almost any combination. (aligned with the top of the logotype).
Just don’t violate the 3/16 inch bor- A line element runs beneath it, aligned
der—bleeds will not work with the laser with the bottom of the logo. The PBG or
printers that most of our data sheets and division type is set in 9.5pt Whitney Book.
specification sheets are printed on. The line is .5pt (the same as the frame).
In most cases, you will use the graphic You’ll see a very similar relationship on
frame (details on the previous page). the PowerPoint template.
In most cases, the logo will be in one of
the two positions shown. The default
placement is in the lower right hand
corner of the grid, but it can be placed in
the top grid unit if desired.

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 54 ]


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4 column grid

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an 8.5"x11" grid.

Variations on the Grid


56 blocks of flexibility
Grid Variables

With eight columns and seven rows, you


have 56 boxes to play with. As shown in
the examples at the right, you can easily
design your page with anywhere from
3 column grid
one to four colums of text. But we won’t
limit you to standard layout selections.
We can imagine times when you’ll
make creative combinations of all 56.
What if your format is too small to allow
you to make an eight column, seven row
grid (with 56 boxes)? Try starting with a
letter-sized grid, then see how many of
2 column grid
the boxes will fit on your format, with a
3/16 inch border. If that doesn’t work, we
trust you to figure it out.

1 column grid

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 55 ]


Distinction Within Consistency
literature system
Design Samples

These samples show how the new


system allows you to design entirely
distinctive pieces for different
campaigns and projects, and still
keep them looking like part of the ���������� ���������
���������

same brand family. �������


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Use a full frame, split it in half, make ���������������������������������������������������������������������
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stripes, checkerboards, letterbox


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shapes. It’s up to you—and the


message you’re communicating.

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APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 56 ]


Overall Aesthetic Direction
literature system
Design Samples

There are samples here for everything from


The samples we’ve designed will give you a sense for the
postcards to brochures. Get familiar with them
look we’re after. Notice the large, simple shapes, the
before you need them so you can get a sense of
clear contrasts, the frame, and the acres of white space.
the look and feel.

When it’s time to produce a new document, you


can either download one of our samples and use
it as is, or use it as a starting place. We ask that
you follow the basic aesthetics of the visual system.

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 57 ]


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Direct Mail Example


literature system
Design Samples

4” x 6” Announcement or Invitation.
This postcard design uses a hairline
frame with the radius corners and the
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angle around images of global


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movement and close-cropped photos


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of Applied equipment.
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You can change the messaging and �������������������������


�����������������������
�������������������
imagery to suit your current purposes,
of course. Check out the image library
for ideas (more on that later).
Although it’s designed as a self-mailer,
you can also use address labels.
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APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 58 ]


Direct Mail Example
literature system
Design Samples

4.75” x 6.5” Announcement or


Invitation with RSVP Card.
This tent-fold design includes a
tear-off card on the back panel
that’s pre-addressed for easy ����������

replies. Embossing the “eve” in


“reveal” conveys the idea of
����
“an evening of revelations.” ������

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Mail it in a B6 envelope.
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APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 59 ]


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HTML E-mail Example
literature system
Design Samples

Announcement or Invitation
500 pixels x 650 pixels ������
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This HTML direct-email piece is


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easy to design, program, and deploy. ������������������������������
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Use it for events, launches,


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seminars, or anything else you need


to promote. Is “reveal” the wrong ������
������

concept today? Change it. Change �������������� ��������������� �����


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the imagery too. Just keep the airy, �������������������������������������������������������������������������������������������������������������������������������������


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orderly look and feel. ����������������������������������������������������������������������������������������������������������������������������������
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APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 60 ]


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Direct Mail Poster Example


literature system
Design Samples

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Announcement, Invitation, or ������������������


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Special Campaign
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15" x 21" (5" x 7" folded)


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When you have an extra-big

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message, use this extra-big mailer.
Fold it in thirds, and mail it in a
translucent silver poly bag with a
self-closure for extra attention.

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APPLIED MATERIALS IDENTITY STANDARDS | v1


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[ 61 ]
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Literature Example
literature system
Design Samples

Tri-Fold Brochure
The narrow panels are perfect for
presenting chunks of different
content—one story per panel. It’s ������
great for specificatoin charts, too.
Fold it in thirds, and mail it in a ������������������ ������������ ��������� ������������
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translucent silver poly bag with a


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self-closure for extra attention.


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APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 62 ]


Data Sheet Templates
data sheet
Design Templates

We use more of these than almost


anything but stationery. Customers
can be overwhelmed by all the data,
so we’ve kept the design extra clear
and orderly.
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APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 63 ]


Brochure Templates
data brochure & folder
Design Templates

A longer version of the data


sheet, this is still rooted in
technical information and proofs.
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helps to reduce the impression of


clutter or confusion.
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APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 64 ]


No Yes
How We Speak to Our Markets
the applied voice
Literature

Our voice is clear, concise, precise,


Product Momentum We Create Momentum
and straightforward—but not stuffy.
The semiconductor and semiconductor Moore’s law predicted that chip capability
We lead with key ideas, and follow
equipment industries continue to move at would double every two years. Applied
with supporting details.
a rapid pace. The changing needs of our Materials has proven the rule for decades.
We avoid long, run-on sentences. customers provide many opportunities Two things drive us: the industry in general,
for continuing our growth. Our engineers and the talent of our people.
We favor real information over
and technologists, the lifeblood of our
grandiose generalizations. The fast pace of the semiconductor and
company, are solving the industry’s most
semiconductor equipment industries bring
We use some common contractions, difficult technical problems. Our innovative
our customers new challenges every year.
such as we’ll, they’re, and spec’. solutions continue to drive Moore’s
We take their challenges as opportunities
We use the active voice: things don’t law, which predicts the doubling of chip
to solve the industry’s most difficult
just happen. People do things. capability on average every two years.
problems, pushing the science ahead to
We use plain English. We do not use create new challenges and opportunities.
Latinisms or management-ese. And so the cycle goes forward.

We’re sometimes witty, never cute.

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 65 ]


!1
photography and illustration
Clean, Colorful Reality
image library
Photography

Who needs colored lights


when our clean rooms
provide colorful images
like this? Our new library
finds drama in the details.

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the photographs at the right to


download this photo library.

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 67 ]


Work With Light, Natural Colors Frame Your Children Well
style guide
Photography

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

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 68 ]


3
1

Abstract Illustrations of Processes


image library
ILLUSTRATION

2
These illustrations were such a hit at
SEMICON West that we realized they
could add a lot to the brand experience.
So far, we have created five illustrations:
1. Vantage Radiance Plus RTP
2. Endura2
3. Business with look and feel
4. Producer SE CVD
5. Centura Enabler Etch
Use them as is, change them, use them
as style guides for new illustrations—
but use them often, wisely, and well for
the next few years.
4
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illustrations at the right to download this


illustration library.
5

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 69 ]


elements
Illustration

Illustration Elements
Here are some illustration elements
to be used on print collateral, informal
presentations or web based designs.
The technology images can be paired
with the SEMICON West theme to
help carry the flow of color across the
page. They are vector based, so you
can change color to match your design,
just use Adobe Illustrator to modify
these illustrations or download them as
individual art. Plug and play!
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the files: Click on the
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illustrations at the right to download this


illustration library.

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 70 ]


style guide
Illustration

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

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 71 ]


style guide
Illustration

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,
you can request them from Corporate
Marketing. They’ll deliver.
OD
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OD
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the files: Click on the
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illustrations at the right to download this


illustration library.

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 72 ]


!2
office presentation templates
powerpoint & microsoft word
PowerPoint Template
screen presentation template
PowerPoint Standards

It has the blue. It has the edge. It has


the radius corners. It has the flowing
illustrated waves. It has style sheets
for typography. It has 10% more
usable real estate. It’s also a no-
brainer, because you only have to
remember three things:
1. Download template from intranet.
2. Use.
3. Please DON’T use for print pieces.
Thank you. Since the standards for
type, color, and imagery in
PowerPoint are the same as the
standards for literature, there’s
nothing else to learn.
OD
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the files: Click on the
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templates at the right to download


this presentation file.

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 74 ]


Title: 20-28 pt. Helvetica Bold
Word Template For Print
print presentation template
Word Templates

Subhead: 14 pt. Helvetica Bold Italic

Presentations First level bullet: 16 pt Helvetica Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, euismod tincidunt ut laoreet dolore
magna aliquam erat volutpat.
This bright, simple template will be
����������������������������� –Second level bullet: 14pt Helvetica Lorem ipsum dolor sit amet,
useful for proposals, reports, data consectetuer adipiscing elit, euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat.
presentations, meeting handouts, ����������������
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training materials, and so on. �Third level bullet: 12pt Helvetica Lorem ipsum dolor sit amet, consectetuer adipiscing
elit, euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.
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Love those colors. Not to mention –Fourth level bullet: 11pt Helvetica Lorem ipsum dolor sit amet, sectetuer adipiscing elit, euismod tinci
dunt ut laoreet dolore magna aliquam.

the universal appeal (and universal


availability) of Helvetica fonts. You
can also use the universal appeal of
Times for body text, if you like.
This template will not be useful for
commercial communications or
brand messaging. For those, please
use one of the literature templates.
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this presentation file. �������������������� PROCESS DIAGNOSTICS
��� ������� ����� ������������������������������� AND CONTROL GROUP Applied Materials Confidential

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 75 ]


!3
multi-media guidelines
Multi-Media Guidelines Visuals Sound Time & Animation
template
Multi-media Guidelines

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

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 77 ]


!4
miscellaneous examples
Nameplates & Labels For Products
product labelling
Signage And Miscellaneous

Ultimately product interfaces


need to reflect our new logo. This
will happen going forward.

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 79 ]


Applied Materials Apparel
applied materials apparel
Miscellaneous

You’re welcome to make all kinds of


clothing to promote our brand and
build team spirit.
Use the logo, colors, graphics, fonts, ���������
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and slogans as you would in any


design—stacked logos, lots of blue,
clean-room accent colors, and so on.
Embroider the logo to add depth and
texture, or use it in small sizes and
subtle colors on high-quality clothes
that people will love to wear.
But you can also use photos and
illustrations from the image library in
wittier, more unusual ways.
The examples on these pages are
just a few ideas. We’re sure you’ll
have others.

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 80 ]


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APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 81 ]


Everyday Use
everyday use
Miscellaneous

Here are some utilitarian examples


of items used everyday at Applied
Materials. You can designate the
perfect position for our new brand
on all kinds of everyday items.
Use the logo, colors, graphics, fonts,
and slogans as you would in any
design—stacked logos, lots of blue,
clean-room accent colors, and so on.
Don’t forget even the most
commonly used items can and
should be promoting the company’s
brand to it’s fullest potential.
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Bunny Suits

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 82 ]


Brand It!
promotional goods
Miscellaneous

We only have one rule for designing


t-shirts, caps, pens, golf balls, laptop
carriers and so on: Use our logo,
colors, graphics, fonts, and slogans
as you would in any design. The
brand is still the brand.
You don’t have to follow established
traditions by just slapping the logo
on everything. Explore the image
library and current brand campaigns �����
for graphics and text that mean
something to the people you’ll give
things to, or are just visually yummy.
How can you go beyond the ���������
���������

expected to create powerful brand


artifacts that will delight everyone?

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 83 ]


!5
think it. apply it.
guidelines
Our Corporate Message Think it. Apply it.
what it means
Think it. Apply it.

What does this mean?

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

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 85 ]


Think it. Apply it. Typeset it.
typography
Think it. Apply it.

The tagline is always set in Helvetica


Neue Medium Condensed, lower
case—but you won‘t have to set it
very often.
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, please
set the overall tracking at -15; set the
spaces between words at -90. Then
adjust the kerning between letters to
match the sample on this page.

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 86 ]


Three Standard Settings 1.
typographic variations
Think it. Apply it.

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There are three typographic
treatments for the “think it” theme:
1. Stacked
This two-line treatment sets both lines
at the same size. The period of “think
it” aligns with the center of the “p” in
“apply it.” The white space between 2.
the lines is equal to the stroke weight. OD
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2. One-Line
This treatment uses both lines at the
same size and on the same baseline.
Use it as a lock-up with the logo (see
page 62).
3. Two-Sizes
This treatment emphasizes “apply it” OD
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by making it 30% larger than “think it.”

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logo at the right to download the artwork.

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 87 ]


Tagline Color
coloring the phrases
Think it. Apply it.

You can use the tagline in any color, as long


as it creates a clear contrast with the
background. However, there are only two
1. 2.
ways to use color:
1. One Color
Both phrases can be set in the same color.
2. Two Colors
Each phrase can be a different color. For
example, “think it” can be blue and “apply
it” can be orange, as shown here.
Please don’t color just one word in a
phrase. For example, “think” and “it” can’t
be different colors. That turns the phrase
into disconnected words (and creates a
terribly inappropriate carnival air.)
ø.

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 88 ]


Tagline Trademark
trademark icon
Think it. Apply it.

The ™ symbol has to appear after “apply


it” in the first usage in any piece of
communication. It’s a legal thing.
The vertical stroke of the “T” in ™ aligns
with the left side of the period. The top
of the “T” in ™ aligns with the top of the
“t” in “it”.
The ™ symbol is set in Helvetica Neue
Light at about 1/4 the size of the tagline.
For example, if the tagline is set in 60
point, the ™ is set in 15 point.
For very large applications, you’ll want to
reduce the ™ symbol so it doesn’t take
attention away from the tagline. It should
still, of course, be big enough to read.

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 89 ]


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Using The Tagline With The Logo
the tagline and the logo
Think it. Apply it.

The tagline can be used in a lock-up with the 2X


corporate logo. You’ll often use it this way as
a signature element in the lower right corner
of a brochure or advertisement.
1X
To make this lock-up, use the one-line
tagline, and make it the same width as the 2X
words “Applied Materials.” Line up the right
edges of the letters, and let the period, the ®, 1X
and the ™ fall outside the guidelines.
Remember the force field around the logo?
This lockup has one, too. It’s based on the
cap height of “Applied,” which we’ll call X.
Place the tagline at least 1X beneath the
2X
logo. Leave at least 2X of clear space around
the lock-up. You can always give it more
space—but never less.
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at the right to download the artwork.

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 90 ]


!6
level one launches,
special events
& campaigns
Creative Freedom For Special Projects
general standards
Level One Launches

Level one launches, such as the UVision


campaign, have quite a bit of creative
latitude. The idea is to let you create as
much graphic impact as possible—but
only for a while.
After the initial launch and the direct mail
marketing efforts that support it are
advertising giveaways
done, your materials will fall back into
the corporate look and feel.
For very short-term pieces, such as
event signage or direct mail, you don’t
even have to use the “edge” frame. But
you’ll almost always use the logo or the
“a” symbol.

event signage video presentation video presentation display stand

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 92 ]


Campaigns, Trade Shows, & Events
general standards
Campaigns

You will have plenty of flexibility in


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

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 93 ]


!7
what it all means to you
Final Exhortation This is a definite change. Some of you will be thinking “I love this! It’s The people who are concerned about having to learn a new system
Change Is Challenge long overdue!” Some of you will be thinking “What a pain. Now we have also have a point. But we believe that updating the brand—and more
to learn a whole new system.” Some will think. “Oh, no. We have to importantly, unifying it—will pay off. Not just in the long run, but
redesign everything all over again.” Some will be thinking, “Who cares?” within months of launch.
Only the fourth group will be thinking wrong—which is why we suspect
The new visual system communicates our brand values—and our vision
none of you will be in it. If you didn’t care about the brand, you wouldn’t
for the future—more clearly. It’s more youthful, and energetic, reflecting
be in marketing.
our expansion into nanomanufacturing technology. It’s more distinctive.
The people who have been waiting for a fresh face will help us lead the Most of all, it’s more unified. The world will see that our vast range of
change. You’ll dive into the new system, and help others adopt it. solutions really does integrate across technologies (to their benefit).
The people who are concerned about redesigning everything Finally, we hope you see that a change like this brings tremendous
immediately have a point—and you don’t have to. Everything used at or creative opportunities—and we hope you exploit every one of them.
developed for SEMICON West 2006 should use this new brand identity.
For all other materials, use the stocks you have until they run low. We
don’t expect the redesign to be complete until January 1st 2007.
Thank you again for all your support to date and moving forward.
Corporate Marketing

APPLIED MATERIALS IDENTITY STANDARDS | v1 [ 95 ]