S E A G A T E

G R A P H I C G U I D E L I N E S
A P R I L 2 0 0 2
branding
guidelines
CONTENTS
1
SEAGATE COMPANY LOGO
2
PRODUCT LOGOS
3
MINIMUM LOGO SIZE
4
LOGO CLEAR SPACE
5
IMPROPER LOGO USE
6
SEAGATE BLACK BAR
710
COLORS
11
TYPOGRAPHY
1213
TRADEMARKS AND
REGISTERED TRADEMARKS
14
COPYRIGHT STATEMENTS
1516
GRAPHIC FILE FORMATS
1718
GLOSSARY OF TERMS
MI SSI ON STATEMENT
The Seagat e Graphi c Gui del i nes i s
desi gned t o gui de Seagat e

empl oyees,
vendors and cust omers i n usi ng t he
Seagat e graphi c el ement s properl y t o
creat e hi gh- qual i t y market i ng mat eri al s
wi t h a consi st ent l ook t hat enhances t he
corporat e brand. To preserve t he market
st rengt h of al l Seagat e col l at eral and t o
prot ect Seagat e l egal l y, pl ease f ol l ow t he
gui del i nes i n t hi s document and do not
devi at e f rom t hem. To obt ai n t he l at est
graphi cs art work f i l es, see t he brandi ng
Web si t e at www.seagat e.c om/ br andi ng.
guidelines
SEAGATE COMPANY LOGO
The Seagat e l ogot ype must al ways be
used wi t h t he S desi gn i n t he
arrangement shown t o t he ri ght . The
Seagat e company l ogo al ways appears
wi t h t he correct regi st ered symbol
subscri pt . No t agl i ne i s used wi t h t he
Seagat e company l ogo.
The S desi gn may be used al one. The
Seagat e company l ogo and t he S desi gn
are al l bl ack on a l i ght background or al l
whi t e on a dark background. Al l l ogos
must be si zed pr opor t i onal l y.
The Seagat e company l ogo i s t he cornerst one of t he Seagat e corporat e i dent i t y
and t he pri mary common el ement of al l Seagat e communi cat i ons worl dwi de.
S Desi gn Logot ype
Seagat e company l ogo
1
guidelines
PRODUCT LOGOS
The Cheet ah

and Barracuda

product
l ogos may st and al one as a l ogot ype or
t hey may be accompani ed by t he Cheet ah
or Barracuda i l l ust rat i on. A product l ogo
wi t h an ani mal i l l ust rat i on al ways
appears wi t h t he correct t rademark
symbol subscri pt .
Product l ogos and l ogot ypes are bl ack on
a l i ght background or whi t e on a dark
background. Never use t he Cheet ah or
Barracuda ani mal i l l ust rat i on by i t sel f ,
wi t hout t he l ogot ype. A product l ogot ype
al ways appear s wi t h t he cor r ect
r egi st er ed symbol subscr i pt .
Product l ogos and l ogot ypes can be used
wi t h t he Seagat e name when t he Seagat e
company l ogo does not appear on a pi ece
of Seagat e col l at eral . The Seagat e name
i s bel ow and f l ush ri ght wi t h t he l ogot ype,
i n Trade Got hi c bol d condensed, al l caps.
Il l ust rat i on
Logot ype
Product l ogo wi t h i l l ust rat i on
Seagat e product l ogos rank second i n i mport ance t o t he Seagat e company l ogo.
2
guidelines
3/ 16" (0.48 cm)
To ensure readabi l i t y, t he Seagat e company l ogo and product l ogos must never be
reproduced bel ow t he si zes shown bel ow. Mi ni mum x- hei ght f or l ogos are i l l ust rat ed bel ow.
Mi ni mum si ze l ogos can be downl oaded f rom www.seagat e.com/ brandi ng.
3 MINIMUM LOGO SIZE
Seagat e l ogo 1/ 8 i nch (0.32 cm)
Cheet ah l ogot ype 1/ 8 i nch (0.32 cm)
Cheet ah l ogo wi t h i l l ust rat i on,
1/ 8 i nch (0.32 cm)
Barracuda l ogot ype, 1/ 8 i nch (0.32 cm)
Barracuda l ogot ype wi t h i l l ust rat i on,
1/ 8 i nch (0.32 cm)
The mi ni mum wi dt h f or t he S desi gn i s
3/ 16 i nch (0.48 cm)
guidelines
LOGO CLEAR SPACE
The amount of cl ear space on al l si des
of t he Seagat e company l ogo must be at
l east equal t o t he hei ght of t he l et t er a
(al so known as t he x- hei ght ). The
mi ni mum cl ear space bel ow t he Seagat e
company l ogo i s measured f rom t he
descender of t he l et t er g .
The amount of cl ear space on al l si des of a
product l ogo must be at l east an x- hei ght .
The mi ni mum cl ear space above a l ogo
wi t h an ani mal i l l ust rat i on i s measured
f rom t he t op of t he i l l ust rat i on.
Mai nt ai ni ng a cl ean and uncl ut t ered area around t he Seagat e company l ogo and product
l ogos maxi mi zes t he vi sual i mpact of t hese key brand el ement s.
4
guidelines
IMPROPER LOGO USE
The Seagat e company l ogo and product
l ogos may not appear i n any col or ot her
t han al l bl ack or al l whi t e.
Do not rot at e, skew, scal e, redraw,
reproduce, al t er or di st ort any l ogo
i n any way.
Do not pl ace a l ogo on a pat t erned
background.
Never use an ani mal i l l ust rat i on wi t hout
t he product l ogot ype.
Do not pl ace a l ogo wi t hi n t ext or
headl i nes. Set t he product name i n t he
same f ont as t he surroundi ng copy.
Do not combi ne a l ogo wi t h any ot her
el ement such as ot her l ogos, words,
graphi cs, phot os, sl ogans or symbol s, t hat
may seem t o creat e a hybri d mark.
Do not di spl ay t he Seagat e company l ogo
i n any way t hat suggest s t hat a t hi rd
part ys product i s a Seagat e product ,
or t hat Seagat e i s part of a t hi rd part ys
product name.
Never t ransl at e t he Seagat e l ogo i nt o
anot her l anguage or change i t i nt o
anot her charact er set .
Do not di spl ay t he Seagat e company l ogo i n f orms ot her t han t hose speci f i ed i n t hi s gui de.
5
guidelines
SEAGATE BLACK BAR
The Seagat e bl ack bar wi t h t he company l ogo i s a di st i nct i ve graphi c el ement used on
Seagat e mat eri al s. You can use a si mpl e rul e t o def i ne t he t op shape of t he bl ack bar and
not ch when i t i s appropri at e t o your desi gn.
The bl ack bar or bl ack bar rul e al ways appears at t he bot t om of t he page, wi t h t he not ch on
t he l ef t si de, not on t he ri ght or i n t he mi ddl e. It f i t s t he wi dt h of t he page and bl eeds of f
each edge of t he page.
The bl ack bar not ch can vary i n l engt h t o f i t your part i cul ar desi gn or t o compl ement a
graphi c el ement . Do not f l i p t he not ch al ong t he hori zont al axi s, maki ng i t appear upsi de
down. You can pl ace t he Seagat e Web address, www.seagat e.com, on t he l ef t si de of t he
bl ack bar, cent ered hori zont al l y and vert i cal l y under t he not ch, usi ng l ower case Trade
Got hi c bol d, l et t erspaced, i n whi t e l et t ers. Do not pl ace any ot her graphi cs or t ext i n t he
area of t he bl ack bar or bl ack bar rul e.
Al ways mai nt ai n a consi st ent proport i on when scal i ng t he bl ack bar or bl ack bar rul e. Proper
cl ear space around t he Seagat e company l ogo and Seagat e company l ogo pl acement must
be wi t hi n t he gui del i nes, regardl ess of t he si ze of t he bl ack bar or bl ack bar rul e.
The bl ack bar rul e and Seagat e l ogo can appear i n bl ack on a l i ght background or whi t e on
a dark background.
6
guidelines
COLORS
For 4- col or process pri nt i ng, speci f y a ri ch
bl ack t hat combi nes 100 percent bl ack
and percent ages of cyan, magent a and
yel l ow. Thi s creat es a ri ch bl ack i nk
sat urat i on. Your pri nt er wi l l be abl e t o
recommend t he opt i mal percent ages
f or a part i cul ar press.
If you want t o desi gn wi t h a met al l i c i nk,
speci f y PMS 8340 (green), PMS 8420
(si l ver) or PMS 8383 (gol d). Met al l i c i nks
are best used as an accent col or.
Usi ng a common set of col ors i n al l pri nt ed communi cat i ons i s a very
powerf ul brandi ng t ool . We i dent i f y t hree col or pal et t es, chosen f or worl dwi de
use and f or maxi mum ef f ect . If you devi at e f rom t hese pal et t es, pl ease sel ect
col ors t hat compl ement t he Seagat e corporat e col ors.
7
guidelines
MUTED COLOR PALETTE SUGGESTED USES
> Seagat e corporat e busi ness syst em
> Market i ng Bul l et i ns
> Insi de pages of newsl et t ers
> Bui l di ng si gnage
> Invest or rel at i ons mat eri al s
> Maj or corporat e i ni t i at i ves and l egal mat eri al s
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guidelines
MEDI UM COLOR PALETTE SUGGESTED USES
> Sal es Gui de
> Di sc and Tape Product Li st i ngs
> Dat a Sheet s
> Sl i de Rul e
> Seagat e Web si t es
> Human Resources mat eri al s
> Mast heads f or t he Seagat e FYI newsl et t er
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> Annual report s
> Prospcect us
> Publ i cat i ons such as IN, Promot e!
and Seagat e St orage Sol ut i ons
> Product Launches, cover l et t er and envel ope
> Pri nt brochures
9
guidelines
BRI GHT COLOR PALETTE SUGGESTED USES
> Hi gh- i mpact promot i onal mat eri al s
> Advert i si ng mat eri al s
> Sel l sheet s
> Di gi t al brochures
> Al l component s of sal es ki t s
> Di rect mai l
> Trade show and event si gnage
> Ret ai l packagi ng
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10
guidelines
TYPOGRAPHY
Trade Got hi c i s t he pri mary t ypef ace used by Seagat e and was chosen f or i t s si mpl i ci t y and
versat i l i t y. Use Trade Got hi c bol d or bol d condensed f or headl i nes and subheads. Use Trade
Got hi c, Trade Got hi c condensed or Mi ni on f or body t ext . It al i cs are f or emphasi s. Do not
condense, ext end, bol d, i t al i ci ze or ot herwi se di st ort t he f ont s i n any way, and do not use f ont s
ot her t han t he ones l i st ed here f or Seagat e document s.
Trade Gothic Regular
Trade Gothic Oblique
Trade Gothic Light
Trade Gothic Light Oblique
Trade Gothic Bold
Trade Gothic Bold Oblique
Trade Gothic Bold Two
Trade Gothic Bold Two Oblique
Trade Got hi c Condensed 18
Trade Got hi c Condensed 18 Obl i que
Tr ade Got hi c Bol d Condensed 20
Tr ade Got hi c Bol d Condensed 20 Obl i que
Tr ade Got hic Ext ended
Trade Got hic Bold Ext ended
Minion Regular
Minion Italic
Minion Bold
Minion Bold Italic
11
guidelines
Correct use of t rademarks and regi st ered
t rademarks i s essent i al t o mai nt ai n t he
companys excl usi ve ri ght s t o t hem. The
t rademark and regi st ered t rademark
superscri pt s are used at t he f i rst ment i on
wi t hi n body t ext , unl ess t he head i s t he
onl y appearance of t he t rademark.
Subsequent ment i ons do not need
superscri pt s.
Do not use

or

f or new goods and

servi ces not covered i n t hi s document .
To bui l d and preserve brand val ue, Seagat e has cl ai med cert ai n product names,
product f eat ures, t echnol ogi es, l ogos, desi gns, corporat e names and phrases as
t rademarks or regi st ered t rademarks. Thi s act i on prohi bi t s any ot her part y f rom usi ng
t hem wi t hout our consent .
TRADEMARKS AND REGISTERED TRADEMARKS 12

guidelines
TRADEMARKS FOR DI SC
3D Def ense Syst em

Barracuda l ogo wi t h i l l ust rat i on

CETEC

Cheet ah l ogo wi t h i l l ust rat i on

Di scWi zard

Seagat e Advanced Mul t i dri ve Syst em

SeaShel l

SeaSt ream

SeaTDD

Sof t Soni c

U4

U8

U10

TRADEMARKS FOR SEAGATE

REMOVABLE STORAGE SOLUTI ONS
Fast Sense

REGI STERED TRADEMARKS FOR DI SC

Barracuda l ogo

Cheet ah l ogo

Di skSt or

El i t e

Hawk

Marat hon

Maynst ream

Medal i st

SeaBOARD

SeaFAX

SeaFONE

Seagat e

Seagat e l ogo

Seagat e Technol ogy

SeaShi el d

St orage Sol ut i ons

REGI STERED TRADEMARKS FOR SEAGATE

REMOVABLE STORAGE SOLUTI ONS
Hornet

Scorpi on

Si dewi nder

TapeSt or

Vi per

13
guidelines
COPYRI GHT STATEMENT
FOR DI SC PRODUCTS
2002 Seagat e Technol ogy LLC.
Al l ri ght s reserved. Seagat e, Seagat e
Technol ogy and t he Seagat e l ogo are
regi st ered t rademarks of Seagat e
Technol ogy LLC. Ot her t rademarks [ l i st
product t rademarks i n al phabet i cal order]
are ei t her regi st ered t rademarks or
t rademarks of Seagat e Technol ogy LLC.
Ot her product names are regi st ered
t rademarks or t rademarks of t hei r owners.
Seagat e reserves t he ri ght t o change,
wi t hout not i ce, product of f eri ngs or
speci f i cat i ons.
COPYRI GHT STATEMENT
FOR SEAGATE REMOVABLE
STORAGE SOLUTI ONS PRODUCTS
2002 Seagat e Removabl e St orage
Sol ut i ons LLC.
Al l ri ght s reserved. Seagat e, Seagat e
Technol ogy and t he Seagat e l ogo are
regi st ered t rademarks of Seagat e
Technol ogy LLC. Ot her t rademarks [ l i st
product t rademarks i n al phabet i cal order]
are ei t her regi st ered t rademarks or
t rademarks of Seagat e Removabl e
St orage Sol ut i ons LLC. Ot her product
names are regi st ered t rademarks or
t rademarks of t hei r owners. Seagat e
reserves t he ri ght t o change, wi t hout not i ce,
product of f eri ngs or speci f i cat i ons.
COPYRIGHT STATEMENTS
COPYRI GHT STATEMENTS
FOR SEAGATE PRODUCTS
At t he begi nni ng or end of ever y
document , a copyr i ght st at ement
must be i ncl uded t o i ndi cat e t he
st at us of pr ot ect ed t r ademar ks and
r egi st er ed t r ademar ks t hat appear
on t he pi ece. Seagat e copyr i ght
st at ement s i ncl ude t wo part s t he
copyri ght l i ne and t he l egal t r ademar k
di scl ai mer. The copyr i ght l i ne shows
t he year or year s t hat your publ i cat i on
was pr i nt ed. The t r ademar k di scl ai mer
i s t he way i n whi ch Seagat e pr ot ect s i t s
t r ademar ks and r egi st er ed t r ademar ks
and di scl oses t he ownershi p of t rademarks
t hat bel ong t o ot her par t i es.
If you have pri nt ed a document every year
f or t he l ast si x years, separat e t he year
range wi t h an en dash: 1996 2001.
If you have pri nt ed f or t wo nonconsecut i ve
years, t hen separat e t he years wi t h a
comma: 1998, 2001. Do not i ncl ude a
year t hat your publ i cat i on was not pri nt ed.
14
guidelines
GRAPHIC FILE FORMATS
JPG
(JOI NT PHOTOGRAPHI C EXPERTS GROUP)
JPG f i l es are bi t maps t hat can be st ored
wi t h vari ous l evel s of i mage compressi on.
The more compressi on, t he smal l er t he f i l e
and t he poorer t he i mage qual i t y.
Repeat edl y savi ng an i mage i n t he JPG
f ormat resul t s i n some dat a l oss so t hi s
f unct i on shoul d not be repeat ed. JPG
i mages are general l y not a sui t abl e
qual i t y f or pri nt ed mat eri al s and are most
commonl y used as phot ographs and ot her
cont i nuous- t one i mages f or t he Web and
f or mul t i medi a present at i ons. Af t er you
compress a JPG f i l e, t he ori gi nal i mage
cannot be recovered. Do not use JPG f i l es
i f you need t o modi f y t he i mage or i f you
need a hi gh- resol ut i on f ormat .
GI F
(GRAPHI C I NTERCHANGE FORMAT)
GIF i mages are vi ewed by Web browsers.
Thi s i s t he f i l e f ormat t hat i s used when
convert i ng vect or graphi cs f or Web use
and i s best f or graphi cs t hat are
composed of sol i d col ors, as opposed t o
cont i nuous- t one i mages. Use GIF i mages
i n Web pages at f ul l si ze onl y; never
reduce or enl arge t hem.
TI F
(TAGGED I MAGE FI LE FORMAT)
Ti f f i l es can be f ormat t ed f or PC or
Maci nt osh syst ems. Try not t o enl arge
i mages saved i n TIF f ormat . Reduci ng TIF
f i l es can produce accept abl e resul t s. TIF
i s t he recommended f ormat f or hi gh-
qual i t y pri nt i ng appl i cat i ons.
VECTOR FORMAT
Vect or graphi cs, commonl y known as eps f i l es (encapsul at ed post scri pt ), can be enl arged
or reduced wi t hout l oss of i mage qual i t y. They are commonl y used f or l i ne drawi ngs, sol i d
col or drawi ngs, t echni cal i l l ust rat i ons and hard- edged graphi c el ement s such as l ogos.
Vect or graphi cs cannot be vi ewed by Web browsers.
BI TMAPPED FORMATS
Bi t mapped i mages are best used at t he si ze i n whi ch t hey were creat ed, wi t hout
enl argement or reduct i on. They cannot be si gni f i cant l y enl arged wi t hout showi ng
grai ni ness, f uzzi ness or j agged edges, but can be reduced i n si ze usi ng proper sof t ware.
Most Web browsers can vi ew t wo t ypes of bi t mapped i mages: JPG f i l es and GIF f i l es.
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guidelines
BMP
(WI NDOWS BI TMAP FI LES)
BMP i s commonl y used t o st ore bi t maps on a
PC but can al so be used on a Maci nt osh. Images
saved i n t hi s f ormat are sui t abl e f or hi gh- or
l ow- resol ut i on appl i cat i ons. The RGB pal et t e of
a BMP f i l e i s i deal f or sl i de or mul t i medi a
present at i ons.
EPS
(ENCAPSULATED POSTSCRI PT) BI TMAPPED
FI LES
A bi t mapped EPS f i l e i s saved f rom Adobe
Phot oshop. These hi gh- resol ut i on i mages
are t ypi cal l y used i n t he f orm of duot ones f or
pri nt i ng post ers, dat a sheet s, brochures and
ot her col l at eral .
PDF
(PORTABLE DOCUMENT FORMAT)
PDF f i l es can be read on PC and Maci nt osh
syst ems. Creat e a PDF f i l e f rom any word-
processi ng or graphi cs program. PDF f i l es
are i deal f or shari ng, revi ewi ng and edi t i ng
document s, as anyone can vi ew and pri nt a PDF
f i l e as l ong as Adobe Acrobat Reader i s i nst al l ed
on your comput er. Thi s sof t ware i s avai l abl e f or
f ree at www.adobe.com. PDF f i l es can be
compressed, wi t h t ext and graphi cs embedded.
Col ors i n PDF f i l es are not accurat e and t he PDF
f i l e f ormat i s not recommended f or of f set pri nt i ng.
16
guidelines
GLOSSARY OF TERMS
bi t map. Any t ext , charact er or i mage
composed of pi xel s.
bl ac k bar. The bar wi t h t he not ch and
Seagat e l ogo t hat appears i n bl ack at t he
bot t om of Seagat e market i ng l i t erat ure.
bl ac k bar r ul e. The l i ne def i ni ng t he t op
shape of t he bl ack bar and not ch t hat
appears at t he bot t om of Seagat e
market i ng l i t erat ure.
bl eed. When a graphi c el ement , i mage or
col or ext ends beyond t he edge or edges of
a page and t he excess i s t ri mmed of f ,
al l owi ng f or f ul l page coverage.
c l ear spac e. The space bet ween any
graphi c el ement or l ogo and t ext , where
not hi ng el se shoul d appear.
CMYK. A col or syst em based on cyan,
magent a, yel l ow and bl ack, used t o
i dent i f y col ors f or pri nt . Al so known as
4- col or process pri nt i ng.
c opyr i ght . The l egal ri ght t o excl usi ve
publ i cat i on, product i on, sal e or
di st ri but i on of l i t erary or art i st i c work.
desc ender. The part of a l owercase
l et t er t hat ext ends bel ow t he basel i ne.
f ont . A t ype desi gn of speci f i c si ze, wei ght
and st yl e.
l ogo. A uni que and di st i nct i ve name,
symbol or t rademark of a company,
desi gned f or easy recogni t i on.
l ogot ype. A uni que and di st i nct i ve desi gn
of t ype or charact ers f or a word.
met al l i c . Any of a cat egory of el ement s
t hat have a shi ny surf ace.
mut ed. Sof t ened or l i ght er shades of a
col or or range of col ors.
Pant one Mat c hi ng Syst em (PMS).
A worl dwi de st andard of i nk f ormul as
t o produce speci f i c col ors.
r egi st er ed t r ademar k . A t rademark f or
whi ch t he Legal Depart ment has f i l ed and
recei ved a regi st rat i on wi t h t he US Pat ent
and Trademark Of f i ce.
r ever se out . Tones of an i mage or t ype are
whi t e, or a l i ght col or, on a bl ack or dark-
col ored background.
RGB. A col or syst em based on red, green
and bl ue, seen t hrough l i ght on a moni t or
or screen.
S desi gn. The di st i nct i ve symbol
t hat precedes t he Seagat e l ogot ype as
part of t he Seagat e company l ogo.
subsc r i pt . Let t ers or numbers set smal l er
t han t he body t ext and pl aced
on t he basel i ne.
17
super sc r i pt . Let t ers or numbers set
smal l er t han t he body t ext and rai sed
t o t he hei ght of capi t al l et t ers.
t r ademar k . A word, symbol , l ogo, desi gn,
or any combi nat i on of t hese, i dent i f yi ng
t he product s and servi ces of a busi ness
and di st i ngui shi ng t hem f rom product s
and servi ces of ot hers.
t ypef ac e. A col l ect i on of t ype desi gns
bel ongi ng t o a common t ype f ami l y.
X hei ght . The hei ght of a l owercase
charact er wi t hout ascenders or
descenders, (usi ng x or a as model s).
2001, 2002 Seagat e Technol ogy LLC.
Al l ri ght s reserved. Seagat e, Seagat e Technol ogy and t he Seagat e l ogo are regi st ered t rademarks of Seagat e
Technol ogy LLC. The Seagat e Advanced Mul t i dri ve Syst em, Barracuda, t he Barracuda l ogo, CETEC, Cheet ah, t he
Cheet ah l ogo, Di skSt or, Di scWi zard, El i t e, Hawk, Marat hon, Maynst ream, Medal i st , SeaBOARD, SeaFAX, SeaFONE,
SeaShel l , SeaShi el d, SeaSt ream, SeaTDD, Sof t Soni c, St orage Sol ut i ons, 3D Def ense Syst em, U4, U8 and U10 are
ei t her regi st ered t rademarks or t rademarks of Seagat e Technol ogy LLC. Fast Sense, Hornet , Scorpi on, Si dewi nder,
TapeSt or and Vi per are ei t her regi st ered t rademarks or t rademarks of Seagat e Removabl e St orage Sol ut i ons LLC.
Ot her product names are regi st ered t rademarks or t rademarks of t hei r owners. Seagat e reserves t he ri ght t o
change, wi t hout not i ce, product of f eri ngs or speci f i cat i ons.
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guidelines