BRAND

GUIDELINES
 Brand Guidelines

Table of Contents

Page
Corporate Identity . . . . . . . . . . . . . . . . . . . . . . . . 2
The Corporate Signature . . . . . . . . . . . . . . . . . . . 3
Symbol/ ‘i’ Mark. . . . . . . . . . . . . . . . . . . . . . . . 3
Iomega® Logotype. . . . . . . . . . . . . . . . . . . . . . . 3
Signature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Controls . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Areas of Isolation. . . . . . . . . . . . . . . . . . . . . . 4
Grids . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Exceptions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Color Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Incorrect Usage. . . . . . . . . . . . . . . . . . . . . . . 10
Sub-Brand Positioning . . . . . . . . . . . . . . . . . . . . 11
Protect and Secure. . . . . . . . . . . . . . . . . . . . . . 12
Zip. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Network Attached Storage . . . . . . . . . . . . . 13
QuickSync/Active Disk . . . . . . . . . . . . . . . . . 14
Capture and Share . . . . . . . . . . . . . . . . . . . . . . 15
CD-RW/Hot Burn . . . . . . . . . . . . . . . . . . . . . . 15
Type Specifications . . . . . . . . . . . . . . . . . . . . . . . 16
Product Naming Convention . . . . . . . . . . . . . . . 18
Trademark Guidelines. . . . . . . . . . . . . . . . . . . . . 19
Stationery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Business Cards . . . . . . . . . . . . . . . . . . . . . . . . . 24
Electronic Signatures . . . . . . . . . . . . . . . . . . . 25
Letterhead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Envelopes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Forms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Brand Personality . . . . . . . . . . . . . . . . . . . . . . . 29
Communications. . . . . . . . . . . . . . . . . . . . . . . . . . 30
Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
Point of Sale . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
Collateral . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
Newsletter . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
PowerPoint Presentation . . . . . . . . . . . . . . . . 39
Packaging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
 Brand Guidelines

Brand Guidelines

The purpose of this document is to provide

appropriate marketing and functional teams with
branding guidelines as it relates to logo usage,
color palettes, fonts and product naming
conventions.

As you begin to incorporate these brand

guidelines, please continue to contact Brand
Management with questions and/or approvals.
We realize that these guidelines are not
exhaustive, but they should provide the general
framework that can drive consistency in our
branding executions.

To obtain this document contact:

Brand Management Department
Iomega Corporation
4435 Eastgate Mall
San Diego, CA 92121
Tel: 858-795-7142
Fax: 858-795-7006

On-line copies of this document can be obtained

as a downloadable PDF file through the Iomega®
corporate website http://izoneglobal/brand.

page 1
 Brand Guidelines

Corporate Identity

Protecting Iomega’s well-known brand name is

crucial to our continued success. This section
contains an overview of Iomega’s brand
architecture, logo guidelines for size and color,
official color palette, font guidelines, product
naming convention, and some visual examples.
Look them over closely. It is the best way to
ensure that everything you publish - internally or
externally - reflects and promotes Iomega’s brand
identity.

page 2
 Brand Guidelines

The Corporate Signature

Symbol / ‘i’ mark

The Iomega® ‘i’ mark symbol has been evolved
into a softer and more streamlined shape. This
symbol should always be accompanied by the
Iomega® logotype.

Iomega® Logotype
This logotype has been designed to
communicate a sophisticated yet approachable
image. The drawn letter forms in the Iomega
name were created to compliment and balance
the ‘i’ mark symbol. These letter forms must be
used as drawn and cannot be replaced by a
digitized font.

Signature
• The official logo includes the ‘i’-mark in
addition to Iomega® logotype.
• The block logo should never be used
independently of the Iomega® logotype.
• The logo should be used prominently on
all communications.
• Preferred use of the signature is with Iomega®
logotype beneath the ‘i’ mark however, in
certain situations, Iomega® logotype can be
placed along side of the ‘i’ mark (see exceptions,
page 7).

page 3
 Brand Guidelines

The Corporate Signature

Controls
This section describes the appropriate area of
isolation to be maintained around the ‘i’ mark
symbol and the Iomega® logotype. Special grids
describe the proportional relationships to be
maintained between the two elements. Also
described in this section are the proper
applications of specific signatures that have been
developed for very small reproductions
(less than 1").

Areas of Isolation
This diagram demonstrates that an area equal to
1x be maintained between the Iomega® signature
and any other graphic element or trademark.

1X= x-height
of “iomega”

page 4
 Brand Guidelines

The Corporate Signature

Large Grid Diagram

This diagram depicts the stacked Iomega®
signature. This artwork can be increased or
decreased in size proportionally as long as the
total width of the reproduced signature is
more than 1".

page 5
 Brand Guidelines

The Corporate Signature

Small Grid Diagram

This diagram depicts the small version of the
Iomega® signature. It differs from the large
version in that the letterforms have been opened
and the kerning has been increased to enhance
reproduction and legibility at small size. (When
the total width of ‘iomega’ is less than 1").

The TM’s and ®’s can scale up as logo size

reduces. TM’s and ®’s should never be smaller
than 3pt and ideally 4pt - 6pt.

These applications may include any of the

following:
• All corporate communications
• Products (drives)
• Products (media)
• As an endorser brand
• In co-branded situations
• On-screen applications

page 6
 Brand Guidelines

The Corporate Signature

Exceptions

Horizontal Signature
In cases where vertical space is limited, a
horizontal layout of the Iomega logo can be
substituted for the stacked version.

These applications may include the following:

• Spine of media inset
• Horizontal header cards
• Shelf-strips
• Banners
• Horizontal signage

Exploding ‘i’
The exploding ‘i’ mark is a treatment in which the
Iomega® ‘i’ mark has been enlarged. The only
time it is acceptable to use the exploding ‘i’ is on
the business cards (see page 24).

page 7
 Brand Guidelines

The Corporate Signature

Color Usage for Printed and Electronic
Communications

Color Palette
In all printed materials, the Iomega® Corporate
Signature must always be reproduced in the
following colors: Pantone 186 or 100% Black.

PANTONE®
186

100%
BLACK

The Iomega® Corporate Signature can be printed

on a black or red color field or on a black and
white image. The preferred color treatment on a
black color field or black and white image is
Pantone 186. However, if the Iomega® Corporate
Signature is printed on a red color field, the
Signature can be knock out white.

COLOR FIELD: BLACK COLOR FIELD: PANTONE® 186

LOGO: PANTONE® 186 LOGO: KNOCK OUT WHITE

page 8
 Brand Guidelines

The Corporate Signature

Color Usage for Product Graphics

Product Branding
For Branding on products, the Iomega® Corporate
Signature may also be reproduced in the
following colors:

Pantone 877 (Silver)

Pantone 286 for Zip Drives only
Black
White

PANTONE®
877

PANTONE®
286

BLACK

WHITE

page 9
 Brand Guidelines

The Corporate Signature

Incorrect Usage

It is imperative that we protect the integrity of

the Iomega® signature as we apply it globally.
The examples below demonstrate common
mistakes and unacceptable usage of the Iomega®
signature.

DISTORT COLOR
PROPORTION COMBINATION

ANNIVER
h
AR
t
20

Y
N
SP

IO
E

CI T
AL EDI

DISTORT SKEW INCORPORATE IN ANOTHER ON DISTRACTING

PROPORTION SEAL OR LOGO BACKGROUNDS

IOMEGA "i" LOGO

ALONE ALONE CROPPING ADDING SHADOWS

Using the logo

iomega in a sentence.
SCREEN TINT OUTLINE FONT SUBSTITUTION USING THE LOGO AS A WORD
IN A SENTENCE

page 10
 Brand Guidelines

Sub-Brand Positioning

Iomega® has a variety of data storage solutions.

As a corporation, Iomega will be positioning it’s
product solutions under two distinct benefit
categories:

Protect and Secure

• Zip® Drives and Media
• Network Attached Storage
• QuikSyncTM
• Active DiskTM

Capture and Share

• CD-RW drives
• Hot Burn®

page 11
 Brand Guidelines

Protect and Secure

Zip® Signature Sub-Brand

Zip® 100

Zip® Drives and Media

Within Iomega's branding architecture, the Zip
Sub-Brand stands for storage. Consequently,
there will be many flavors of Zip products
including the Zip 100mb, Zip 250mb, Zip 750mb
and more. The signatures to the right
demonstrate the current Zip Sub-Brand. Each
signature is represented in three forms; these
Zip® 250- Square Media include the primary Sub-Brand block and the two
•Use when media formatted Sub-Brand blocks (Macintosh
related to
existing Zip® 250 formatted and PC formatted). Each unique Zip
Square disks Sub-Brand block has its own media (icon) and
color specification to differentiate it from other
Zip offerings.

The Zip Sub-Brand blocks consist of the following

elements:
• Zip® Calligraphic logotype
in rectangle
Zip® 250- U-Shaped Media • Differentiating media
icon/color
•Use when
related to
• Capacity statement
New U-250 • ®, Sub-Brand, & ™ designators
round disks
Sub-Brand block art cannot be modified; all
elements must be applied as they have been
designed. Sub-Brand blocks can be sized
proportionately.

Zip® 750- U-Shaped Media

•Use when
related to
New U-750
round disks

PANTONE®
186

page 12
 Brand Guidelines

Protect and Secure

Network Attached Storage

Iomega has entered the Network Attached

Storage arena and will be branding this product
under the Iomega® brand. The naming system will
include NS which stands for Network Storage
followed by a product number to be determined
by Product Marketing.

BLACK

page 13
 Brand Guidelines

Protect and Secure

QuickSync and Active Disk
Sub-Brand Signatures

QuikSyncTM
QuickSync is considered Iomega’s killer
application for increasing media consumption.
The company has been treating QuikSync as an
Iomega® Sub-Brand. The Sub-Brand logo cannot
be modified.

BLACK

o Active DiskTM
sk Log Active Disk technology enables select software
Di
ctive dde
d
applications to be housed on Iomega® media.
A e a
to b Iomega media will work with shareware
developers to Active Disk enable relevant
software applications for Zip® drive users. The
Sub-Brand logo cannot be modified.

PANTONE®
186

page 14
 Brand Guidelines

Capture and Share

CD-RW Signatures

CD-RW
As Iomega® continues to add to its stable of
storage products, we will be selling existing
storage technology products under the Iomega
Brand. These existing technologies will not be
sub-Branded, rather they will be sold under their
technology descriptor. This will avoid confusion
on the consumer’s part and help to reinforce the
PANTONE® idea that our drives are compatible with industry
186 standard media e.g., Iomega CD-RW drives are
compatible with standard CD-RW media.

EXCEPTION: PREDATORTM
Due to its unique product design, the Predator
CD-RW Drive employs a Sub-Brand name.
Although this Branding is inconsistent with
overall Iomega strategy, the Brand team has
determined that the opportunity for deeper
penetration into the youth / music segment of
PANTONE®
186
the CD-RW market is fortified by the presence of
the Predator Sub-Brand name.

® Hot Burn®
Hot Burn allows CD-RW users to quickly and
S O F T W A R E easily burn CDs. Iomega® has developed a Sub-
Brand logo treatment for Hot Burn. Please use
this treatment.

BLACK

page 15
 Brand Guidelines

Type Specifications

Our font in external communications is FF Meta™.

Iomega® does not have the right to distribute

fonts. Users will need to use their own channels
to purchase their own copy of the font.

Our font for internal communications

(Microsoft® documents) is Tahoma.

page 16
 Brand Guidelines

Type Specifications
Font Usage

F F M e t a TM B o o k General Font Usage

A B C D E F G H I J K L M N O P Q R ST U V W X Y Z The FF MetaTM Family of fonts should be used for
abcdefghijklmnopqrstuvwxyz
1234567890 all headlines, features, body copy, legal copy, etc.

FF Meta Book Italic

A B C D E F G H I J K L M N O P Q R ST U V W X Y Z
abcdefghijklmnopqrstuvwxyz
1234567890 Numbers
TM
F F M eta B oo k C a p s When using numbers in copy, change the type to
A B CD E F G H I J K L M N O P Q R ST U V W X Y Z the “Caps” version of the Meta Weight you are
a b c d e fg h i j k lm n o pq r s tu v wx y z using so that the numbers all sit on a constant
1234567890 baseline.
F F M eta TM B oo k C a p s I ta l i c
A B CD E F G H I J K L M N O P Q R ST U V W X Y Z MetaBoldCaps
a b c d e fg h i j k lm n o pq r s tu v wx y z Example: 1234567890
1234567890

F F M e t a TM B o l d
A B CD E F G H I J K L M N O P Q R S T U V W X Y Z
abcdefghijklmnopqrstuvwxyz Megabytes / Gigabytes
1234567890 To correctly type the abbreviation for megabytes
FF Meta Bold Italic (MB) and gigabytes (GB) use MetaCaps font.
A B CD E F G H I J K L M N O P Q R S T U V W X Y Z When you type the abbreviations, be sure to use
abcdefghijklmnopqrstuvwxyz lowercase keystrokes. This will result in the
1234567890
correct appearance of MB and GB as illustrated
F F M e ta TM B o l d C a p s below.
A B CD E F G H I J K L M N O P Q R ST U V W X Y Z
a b cd e fg h i j k l m n o p q r st u vwx y z
1234567890
F F M e ta TM B o l d C a p s I ta l i c
A B CD E F G H I J K L M N O P Q R ST U V W X Y Z
a b cd e fg h i j k l m n o p q r st u vwx y z
1234567890 Exception: Legal copy is set in 6-pt Helvetica
Condensed Light (due to size and readability
issues) with at least 7-pt leading.

page 17
 Brand Guidelines

Product Naming Convention

Product names can get pretty complex. We have

product lines, connectivity solutions, various
capacities, desktop and laptop flavors, and
internal and external options. In order to make
sure the product information is presented in a
consistent manner to our customers, the
following naming convention was established.

(Brand or Sub-Brand name) (Nomenclature)

(Connectivity) (Noun)

1. Only two modifiers are allowed between

registered name and noun: capacity and
connectivity.

Example:
• Zip® 100mb USB drive

2. When referencing capacity in the

nomenclature, include
“MB” or “GB.”
Example:
• Zip® 250mb USB drive

3. All other modifiers must precede the

registered name:
Examples:
• The ultra slim Zip® 250mb USB drive.
• The streamline Iomega® CD-RW USB drive.
• The internal Zip® drive.

page 18
 Brand Guidelines

Trademark Guidelines

Introduction
Iomega® trademarks are words, names, designs,
and phrases that identify Iomega products and
distinguish them from products made by
competitors.

The name and brand “Iomega®” is synonymous

with high-quality products. Iomega trademarks
represent the standards of excellence and
consistent quality associated with Iomega
products. To maintain and expand that value, and
to uphold the image and standards Iomega
intends to communicate to customers, it is vital
to correctly use Iomega’s trademarks.

page 19
 Brand Guidelines

Trademark Guidelines

Why protect trademarks?

Properly used, a trademarked word can be legally
protected and used indefinitely. However, if it is
used improperly, a trademark can become
diluted or quickly fall into generic use and lose
its protected status, including the right of
exclusive use of the mark. Words such as aspirin,
escalator, elevator, zipper, harmonica and
thermos were once trademarks that became
generic because their owners did not protect
them and encourage appropriate use by
consumers.

Iomega® does not want its valuable trademarks

misused, diluted or added to the list of generic
trademarks. The responsibility for protecting
trademarks occurs every time any Iomega
employees and our licensees use any trademark –
whether the trademarks are used in products,
presentations, books, marketing materials, or
advertisements.

Because correct use of our trademarks is

imperative, Iomega® has prepared the following
guidelines to help you use Iomega’s trademarks
properly.

When in doubt, be sure to contact

Rick Marsh at 801-332-5141 or Matt Harmer at
801-332-4392 in the legal department.

page 20
 Brand Guidelines

Trademark Guidelines

Examples: Six simple rules for protecting trademarks

Observing the following rules will help protect
CORRECT Iomega’s trademarks.

Applications for the Zip® drive

Download to a Zip® 250mb disk 1. Always use Iomega® trademarks as
adjectives.
INCORRECT
Trademarks are adjectives, a brand or
Applications for Zip proprietary type of a specified thing.
Download to Jaz Whenever a trademarked term is used in a
I love my Clik! phrase or sentence, it must be followed by the
appropriate noun such as “disk,” “drive,” or
“software.” Never use a trademarked term as
Example: a noun.
CORRECT
2. Always set trademarks apart from other
After you put the disk in your Zip® drive,
words or the nouns they modify.
click on the...
The common way to set trademarks apart is to
INCORRECT capitalize and designate the trademarks with
the appropriate symbols - ® or TM.
After you put the disk in your zip, click on
the...

3. Never combine an Iomega® trademark name

with another party's trademark.
Example:
Trademarks serve to identify the source and
CORRECT quality of products. If Iomega® trademarks are
combined with the trademarks or product
Migrate to Microsoft® Windows XP using an brand names of others, consumers may be
Iomega® Zip® Drive mislead or confused about which company is
the source of a product and about the quality
INCORRECT and expected characteristic of the product.

Migrate to Iomega® Windows® XP...

page 21
 Brand Guidelines

Trademark Guidelines

Examples: 4. Never use Iomega® trademarked names in

CORRECT
®
the Zip drive's interface
A case of Zip® disks
INCORRECT
Zip®'s interface
A case of Zip®s
the possessive or plural form.
Instead, pluralize the noun that must follow
the trademark.
Exception:
When referring to Iomega as a Corporation,
possessive or plural form can be used.
Example:
• Iomega’s user-friendly solutions

Examples:

CORRECT

IomegaWare™

5. Do not shorten, abbreviate or create

INCORRECT
acronyms out of Iomega® trademarks.

Iware

page 22
 Brand Guidelines

Trademark Guidelines

Example:
When using the same trademark repeatedly in 6. Use the appropriate trademark symbol in the
text, follow the general guideline “first and
proper place and give proper attribution.
most prominent use” with the following
specific guidelines:
Trademark rights are acquired and protected
by the proper, continuous use of the
(a) At first reference, use the Iomega® brand trademarks. A trademark or service mark that
name plus its full descriptor, including the
Iomega® has registered with the United States
® or TM or SM symbol.
Patent and Trademark Office is noted with a ®
(b) Each time an Iomega® trademarked name when the mark is used with the goods or
appears in a header, tag line, or bulleted
services with which it is registered. Any
or highlighted reference that calls special
attention to the mark, follow the unregistered trademark in which Iomega
trademark with the ® or TM or SM claims ownership is noted with a TM and
symbol, as appropriate. unregistered service marks are designated
(c) The first use of an Iomega® trademarked with SM. On packaging and marketing
name in each paragraph of text with the ® materials, all prominent usage of all
or TM or SM symbol. This will ensure that trademarks should be followed by the
if someone cuts and pastes a single appropriate trademark symbol.
paragraph from a document for other use,
the Iomega trademarks will be marked
appropriately. More frequent use of
trademark symbols is also helpful legally,
especially if the marks are otherwise used
properly, but some may feel it slows down
the reading rate if used too often.
(d) When you use “Iomega®” as the
trademarked logo, you must use the ®
symbol, but do not use the ® when using
“Iomega” as the corporate name of the
company, Iomega Corporation. For
example, do not write: “Made in USA by
Iomega® Corporation” or “Copyright ©
2000 Iomega® Corporation.”
(e) For HTML documentation, do not use
trademark symbols in
1. hypertext links;
2. controlled by JavaScript;
3. Title codes (the controlling title that
appears at the top of the browser
window); or
4. domain names or URLs.

page 23
 Brand Guidelines

Stationery
Business Cards

Iomega® has redesigned the Business System to

reflect our new corporate look and feel.
Leveraging our new, brighter and more vibrant
corporate color – PMS 186, our Business System
is fresh and bold.

The front of the business cards have a

sophisticated corporate feel yet have the element
of color that makes them more interesting. The
back of the business card has a unique
representation of our ‘i’ mark – the exploding ‘i’.
This treatment gives the business cards a
contemporary look. The exploding ‘i’ can only be
Business Card Front used on the business cards.

Name (Bold)
Two lines if managing department
Line 1: Title
Line 2: Department
Phone, fax, cell (optional) numbers
(optional) and e-mail (Bold)

Corporate name
and address

Name (Bold)
One line if individual
contributor
Line 1: Title
Phone, fax,
(optional) cell (optional) numbers
and e-mail (Bold)

Color: PMS 186

Business Card Back

page 24
 Brand Guidelines

Stationery
Electronic Signatures

Electronic Signature for E-mails

When incorporating an electronic signature into
your e-mails, follow the guidelines below:
Iomega’s packaging has been designed to have
longevity that goes beyond the look and feel of
our new end user communications campaign.

Danae Brooker Name (Bold)

Director, Brand Management One line: Title and department

Iomega Corporation Corporate name and address

4435 Eastgate Mall Address
San Diego, CA 92121
tel: 858-795-7147 Telephone

fax: 858-795-7006 Fax

cell: 858-xxx-xxxx (optional) Cell (optional)

page 25
 Brand Guidelines

Stationery
Letterhead

This letterhead has been designed to

communicate a sophisticated yet approachable
corporate image. The Iomega® logo has been
highlighted in the upper left corner and the
address has been added in knock out white to a
red bar at the foot of the letterhead.

Corporate address

PANTONE®
186

page 26
 Brand Guidelines

Stationery
Envelopes

Picking up the look from the letterhead, the

envelope design is subtle and sophisticated with
the bright red logo and bar at the foot to add an
element of style and color.

Standard Envelope

Brochure Envelope

PANTONE®
186

page 27
 Brand Guidelines

Stationery
Forms

To be consistent with corporate letterhead, all

forms should have the Iomega® logo in the upper
left hand corner and a bar with the Iomega
address in knock out white inside the bar.

page 28
 Brand Guidelines

Brand Personality

We are friendly and approachable. Confident and

consistent. We want to build a trust with our
customers.

Our communications are fresh and bold. We

provide our customers with solutions built on
technology. We speak directly to our consumer’s
needs with a contemporary attitude and an
intelligent humor. Our personality reflects that
our products are easy to use, durable and, most
of all, dependable.

page 29
 Brand Guidelines

Communications

The Iomega® creative strategy can be summed up

in two words. Humanize Technology.

Our communications objective is to portray

product benefits within the context of real end
user experiences and benefits.

The end-user communication program must also

reflect the brand personality: friendly and
approachable, confident and trustworthy.

You can count on Iomega’s user-friendly

solutions to your data protection, transfer,
sharing and organizing needs.

To accomplish our communication objective we

must be consistent. Iomega must look like the
same company regardless of where a current or
prospective customer sees our message…in an
ad, a spec sheet, a point of sale piece…etc.
Iomega is one company with one look and feel.

Critical to Iomega messaging will be to associate

Zip® and Network Attached Storage products with
protect and secure. Then, identify CD-RW
products with capture and share.

Copy should frame the product benefits as a

solution to a real life/real business need. The
degree of emphasis on real consumer versus a
business application will depend on the medium
and the target audience of the communications
being developed. A friendly and approachable
company does not talk down to its customers. A
confident and trustworthy company does not
over-promise product benefits.

page 30
 Brand Guidelines

Advertising

The advertising headline and photo introduce a

person who found Iomega® to have been the
perfect solution to his or her data related
problem. Note how each headline starts with the
name of a person who is now a satisfied Iomega
customer.

The subhead flags the fact that this message is

related to data. The specific product being
promoted is displayed prominently in the
subhead section of the layout.

The body copy gives a “first person account” of

how the featured Iomega product solved one or
more data related needs. (Protect/Secure,
Capture/Share, Transfer, and Organize.)

Some ads will also have what we call a

“Violator.” (Refer to Ad Grid, page 32.) This
portion of the ad is dedicated to calling attention
to a current promotional offering.

Important: Each ad carefully connects a person

and key benefits to the target audience by
matching the person’s profession, knowledge
and message to the readers of the publication(s)
in which the ad will appear

page 31
 Brand Guidelines

Advertising
Ad Grid

Grid:
The advertising grid is based on thirds, both
vertically and horizontally:
• Vertically, the top tw0-thirds of ad is used
for photography.
• Horizontally, the bottom left tw0-thirds of ad
is used for copy and a “violator”, if desired.

Headline:
The headline is set in 42-pt. MetaBold-Roman,
all caps and horizontally scaled 82%. Auto leading
is used. The headline is always reversed out of
the photo, flush left and can slide up or down
to accommodate the length of the headline or
composition of the photo.

Main Photo:
Dramatic black and white portrait photography
is tightly cropped to focus on facial expression.
The model’s look, age, attitude and wardrobe
have been carefully selected to effectively represent
his or her story.

Subhead:
The subhead is set in 16-pt.MetaBold-Roman
and reverses out of a black bar which is divided
by a PMS 186 red circle.

Corporate Signature:
The signature is PMS 186 on a black color field and
vertically positioned evenly between subhead and
call to action. It is flush left with the call to action.

Call to Action:
The call to action is set in 11-pt. MetaBook-Roman
with 12-pt. leading. It is flush left and reversed out of
black. The call to action ends with the web address
(iomega.com) which is set in 11-pt. MetaBold-Roman
and printed in PMS 186 red.

Copy: Promotions: Legal Copy: Circle:

As a general rule, the Promotional offers Legal copy is set A PMS 186 red circle
copy is set in 11-pt. are OPTIONAL and in 6-pt. Helvetica with 4.712-pt. black
MetaBook-Italic with can be included Condensed Light rule around it NOTE:
19-pt. leading. It is in a “violator”. (due to size and showcases a four- If a promotion is not included on an ad, the red bar
justified and begins • Offers are to be readability issues) color product photo at the bottom is removed and the copy is spaced
with 36-pt. initial cap. placed in a with at least 7-pt. and out to be visually pleasing. The legal footnote prints
The copy is contained PMS 186 red bar. leading. It is justified a product logo. 60% black on a white background.
by 26-pt. MetaBold- • A short headline and prints 60% black, • Product photo
Roman quotation explains the offer. UNLESS there is a breaks out of the
marks. (Copy point • A four-color photo violator. Then it top of the circle to
sizes can be altered of what is being prints 100% black “tie” the top and
to accommodate the offered breaks for readability on bottom of ad
length of the copy out of the bar but PMS 186 red bar. together.
and publication size.) does not intrude • Product logo is
on the ad copy. reversed out and
has a black drop
shadow.

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 Brand Guidelines

Point of Sale

Iomega® has designed its point of sale layout to

reflect the look and feel of the end user
communication program. In the execution, we
have simplified the message. When using this
layout, continue to feature a person, but remove
the name for sake of brevity. The headline is a
call to action. The subhead delivers a specific
message, such as “Moving to Microsoft®
Windows®…” The body copy is key benefits only.

POS designed to accommodate “lug-ons” which

spotlight current promotional offerings.

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 Brand Guidelines

Point of Sale
Grid

Main Photo: Headline:

Dramatic black and white portrait photography Headline is set in MetaBold-Roman, all caps and
is tightly cropped to focus on facial expression. horizontally scaled 82%. A point size appropriate
The model’s look, age, attitude and wardrobe to the size of the header card should be used
have been carefully selected to effectively represent (at least two and one-half times larger than
his or her story. The main photo should dominate subhead). The headline is always reversed out of the
header card by assuming at least 2/3 of layout. photo, flush left and can slide up or down to
accommodate the length of the headline or
When possible photo will print in two-color – black composition of the photo. It should align with left
with PMS 877 metallic silver in the midtones. edge of black box at bottom.

Copy: Legal Copy: Subhead: Circle: Corporate

Copy is set in MetaBook-
Italic, flush left. A point
size appropriate to the size
of the header card should
be used (at least one-third
larger than than subhead).
Legal copy is set in at least
6-pt. Helvetica Condensed
Light (due to size and
readability issues) with
at least 7-pt. leading.
It is flush left and prints
100% black.
The subhead is set in A PMS 186 red circle Signature:
MetaBold-Roman and with black rule around The signature is PMS 186
reverses out of a black it showcases a four-color on a black color field and
bar which is divided product photo and and aligns with the bottom
by a PMS 186 red circle. a product logo. of the legal copy.
• Product photo breaks
out of the top of the
circle to “tie” the top
and bottom of the
POS together.
• Product logo is reversed
out and has a black
drop shadow.

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 Brand Guidelines

Point of Sale

All elements of Point of Sale merchandising

should incorporate the new look and feel. Here
are some examples of how the look and feel can
be extended into merchandising.

Easel-back counter and display cards

In developing these, the same disciplines are
employed – first, tie into a current ad, then give
the store’s customers a strong incentive to
“buy now.”
Easel Back
Danglers
Danglers can call attention to current
promotions. When display space is restricted,
the entire message must focus on the
promotional offer.

Product Flip Book

In developing a product guide, keep the look and
feel consistent. Messaging should be product
benefits focused.

Dangler

Product Flip Book

page 35
 Brand Guidelines

Collateral

Iomega’s new collateral materials will be

consistent with the new end user communication
campaign. When relevant, use photos and first
person examples from the advertising. Critical to
the execution is to make the collateral easy for
the reader to find information and compare
products. Show the product in close proximity to
the product information.

Do not let technique obscure the communication

objective however, tone of voice is important.
We want to humanize Iomega as well as its
technology and products and avoid pure
“engineeringese.” Convert engineering features
into end-user benefits and frame them in terms
of “here’s what this product can do for you.”

page 36
 Brand Guidelines

Website

To be delivered by March 31, 2002.

page 37
 Brand Guidelines

Newsletter

To be delivered by March 31, 2002.

page 38
 Brand Guidelines

PowerPoint Presentation

In order to have one cohesive brand image,

Iomega will implement the new end-user
communication strategy internally and externally
on a worldwide basis.

In order to deliver a consistent look and feel in

internal documentation, Iomega as developed a
PowerPoint presentation template that will be
available online at http://izoneglobal/brand.

Whenever you create a corporate presentation,

use this template. The font you should use is
Tahoma. It will allow you to flow your
presentations seamlessly with other users.

Use white background for printed

(hard copy) applications.

page 39
 Brand Guidelines

Packaging

Each package will be standardized with the

triangular “arrow” design on the left side of the
front panel and on a white box.

The stacked logo and logotype will be featured

inside this arrow design.

The purpose of the arrow is three-fold:

1. It helps increase recognition and impact in

retail settings by giving us a billboard effect.
2. It adds continuity between the various
product.
3. It establishes a consistent brand image in
retail settings, ultimately bringing more focus
to the Iomega® brand.

New packaging standards to be delivered by

March 31, 2002.

Arrow Graphics Guidelines

The arrow graphic element must be sized
proportionately in all instances of use. The
Iomega signature is centered vertically with the
arrow graphic.

PANTONE®
186

page 40