Documente Academic
Documente Profesional
Documente Cultură
��������
Established April 2006
Not for external release until July 06
���������
�
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!
CLICK T
CLICK T
NL
NL
OAD
OAD
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.
CLICK T
CLICK T
NL
NL
OAD
OAD
desired logo to download artwork,
or the icon on the left to download
a folder of all the logos.
��
��
��
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
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.
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.”
CLICK T
CLICK T
NL
NL
CLICK T
CLICK T
NL
NL
OAD
OAD
OAD
OAD
Producer®
Black Diamond® UVision ®
CLICK T
NL
NL
OAD
OAD
�
condusive to the 1+1=3 concept.
����������
���������������� �
�������������������������������������������������������������������������������������������� ��������������������������������������������������������������������������������������������
��������������������������������������������������������������������������������������� ���������������������������������������������������������������������������������������
������������������������������������������������������������������������������������������������� �������������������������������������������������������������������������������������������������
������������������������������������������������������������������������������������������ ������������������������������������������������������������������������������������������
������������������������������������������������������������������������������������������� �������������������������������������������������������������������������������������������
������������������������������������������������������������������������������� �������������������������������������������������������������������������������
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
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
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.
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
E®
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
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.
OW DOW
OD
Download
O
the color palette:
CLICK T
CLICK T
NL
NL
OAD
OAD
NE
®
PA N T O
5 49 M
CLICK T
CLICK T
NL
NL
OAD
OAD
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
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
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.
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
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:
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
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.
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
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).
Letterhead
letterhead
Stationery
Mike Splinter
President & Chief Executive Officer
.9375" 1.5"
1.3125" 1.875" Month 00, 2006 3050 Bowers Avenue
1"
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
1"
1.75"
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
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
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.
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
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,
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.
CLICK T
CLICK T
NL
NL
OAD
OAD
Click here to download
pre-made frames.
CLICK T
CLICK T
NL
NL
OAD
OAD
images at right for pre-made grids
with division signature.
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.
CLICK T
CLICK T
NL
NL
4 column grid
OAD
OAD
Click here to download
an 8.5"x11" grid.
1 column grid
������������������������������������������������������������������ ���������������������������������������������������������������������
���������
���������
�
�����������������������������������
����������������������������������
���������������������������
���������������������������������������
�����������������������������������
������������������������������������
�����������������������������������
������������������������������������
��������������������������������������
����������������������������������
���������������������������������������
������������������������������
�������� �����
4” x 6” Announcement or Invitation.
This postcard design uses a hairline
frame with the radius corners and the
������
�������
�������������������������������������������������������������������
����������������������������������������������������������������
of Applied equipment.
�������������������
CLICK T
NL
NL
OAD
OAD
������������������������������������������������������������������������������������
�����
������
����������������
������
������
�����������������
Mail it in a B6 envelope.
������������������
���������������������
���������������������
����
�������������������������������������������������������������������
�����
�
��������
����������
�
������������������
��������������
����������������������������������������������������������������
���������������������
���������������������������������������������������������������� ��������������������������������������������������������������������������
�������������������������
DOW DOW
�����������������������������������������������������������������������
O
Download the files:
O ���������������������
CLICK T
CLICK T
NL
NL
��������������������������������
OAD
OAD
����������������������������������������������������������������������������������� ���
������ ������
HTML E-mail Example
literature system
Design Samples
Announcement or Invitation
500 pixels x 650 pixels ������
������
CLICK T
NL
NL
OAD
OAD
��������������������������������������������������������� ����������������������������������������������������������
����������������������������������������������������������������������������������������������������������������
�������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������� ��������������������������������������������������������������������������������������������������������������������������
������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������������ ���������������������������������������������������������������������������������������������������������������������������
�������������������������������������������������������������������������������������
������������������
Special Campaign
���������������������
�������������������������
�������������������
������
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.
OD
OW
Download
O DOW
the files: ������
CLICK T
CLICK T
NL
NL
OAD
OAD
�������������������������������������������������������������������
����������������������������������������������������������������
����������������������������������������������������������������
�������������������������������������������������������������������
���������������������
�������������������������������� ����������������������������������������������������������������
����������������������������������������������������������������
���������������������
��������������������������������
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 ������������������ ������������ ��������� ������������
�������� �������� ���������������������� �������������
CLICK T
NL
NL
������������������������������������������ ������������������������������������������
����������������������
OAD
OAD
��������������������������������������������� ���������������������������������������������
���������������������������������
�����������������������������������������������
���
����������������������������������������������������������������������������������
CLICK T
NL
NL
OAD
OAD
��
��������
���
���������������������
�������������
�� �����
��
�� �������
��������������������������
��
� � � � ��
���������
����������������������
�����������������
������������� ��������
������������
���� ����� �����������
�����������������
������������� ��������
������������
brochures and data sheets. ���� ����� �����������
OW DOW
OD
Download
O
the files: ����������������������������������
CLICK T
CLICK T
NL
NL
�������������������������������������������������������
OAD
OAD
��
���������������������
�������������
�� �����
��
�� �������
� � � � ��
���������
���������
���������
�
OD
OW
Download
OD
OW
the files: Click on
CLICK T
CLICK T
NL
NL
OAD
OAD
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.
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
OD
OW
Download
OD
OW
the files: Click on the
CLICK T
CLICK T
NL
NL
OAD
OAD
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!
OD
OW
Download
OD
OW
the files: Click on the
CLICK T
CLICK T
NL
NL
OAD
OAD
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.
CLICK T
NL
NL
OAD
OAD
CLICK T
NL
NL
OAD
OAD
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, ����������������
���������������������������������
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.
�������������������������������
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.
CLICK T
NL
NL
OAD
OAD
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.
Bunny Suits
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
OW OW
OD OD
CLICK T
CLICK T
NL
NL
OAD
OAD
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
OW
OD
OW
CLICK T
CLICK T
NL
NL
OAD
OAD
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
OW
3. OD
OW
CLICK T
CLICK T
NL
NL
by making it 30% larger than “think it.”
OAD
OAD
OW DOW
OD
Download
O
the files: Click on the desired
CLICK T
CLICK T
NL
NL
OAD
OAD
CLICK T
CLICK T
NL
NL
OAD
OAD
Using The Tagline With The Logo
the tagline and the logo
Think it. Apply it.
CLICK T
NL
NL
OAD
OAD