Corporate Branding and Style Guidelines A vibrant new visual identity for consistent communications January 2008
All Rights Reserved Š Alcatel-Lucent 2008
a. Logo usage The uses of the Alcatel-Lucent name, icon and brandmark are governed by precise rules that are described in this section. These rules have been built to allow for an accurate and proper use of these elements, and they MUST be respected and obeyed. The risks inherent in misusing the Alcatel-Lucent name, icon and brandmark are numerous and serious. If you are faced with a use case that is not clearly addressed in this section, please contact the Alcatel-Lucent Corporate Communications Department at + 33 1 40 76 13 65 or by e-mail at graphics@alcatel-lucent.com
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Name The Alcatel-Lucent company name was chosen after research and discussion focused on the vision for the company. External and internal brand perception studies confirmed that both companies shared strong brand attributes and that the combination of these two brands would create an identity that was relevant and compelling.
Icon The Alcatel-Lucent icon is a stylized version of an infinity symbol that has the letters “A” and “L” embedded in it. Its vibrant purple color blends the stability of blue with the energy of red. Purple is a bold and unique choice in branding, but the color also has traditionally symbolized power and ambition, and is associated with wisdom, dignity, independence and creativity. These are characteristics of the company.
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Brandmark
47.5 x
The brandmark itself is made up of two distinct elements: the name in a specific typeface (often called a wordmark) and the icon. The wordmark uses a bold, contemporary typeface. The two names are brought together and balanced by the use of a small purple circle, which brings a dimension of color to the type.
5x
5x
10 x
=x
This horizontal lock-up is the corporate signature to be used for all applications.
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Vertical lockup construction
Examples of usage with limited space
RESTRICTED SPACE USAGE
35.5 x
5x
5x
10 x
4x
=x
This vertical lock-up is ONLY to be used for all applications where maximum impact is needed but there is a restriction in the format length.
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Print Limitation Options There are 3 versions of the logo available for both the horizontal and vertical variations. The preferred version is the 3D version whereas the flat color and monochrome versions should be used when the print process or background restricts the use of the 3D version.
3 Dimensional PREFERRED · print literature · signs, displays, environmental graphics · packaging and labels · video and online GUI · presentations · stationery · vehicles
Flat Color FOR RESTRICTED PRINT PROCESS · silk screen or flexography applications (on white background) · engraving and embroidery
Flat Monochrome FOR RESTRICTED PRINT PROCESS · silk screen or flexography applications on color backgrounds · engraving and embroidery · one color print runs
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Minimum sizes
5 mm
8 mm
3D Horizontal
Flat Horizontal
8 mm
5 mm
3D Vertical
Flat Vertical
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Standard rules The original logo should only appear on white background.
3 Dimensional
Special rules: black background In some cases, using black as a background can be effective. The difficulty to avoid is the purple dot being lost against the black due to lack of contrast. In most print applications, it should be avoided. On-screen applications, where the purple is lit from behind can work, such as video or flash. It can also be effective in large installations, such as a trade show booth, where attention is paid to the quality of the logo and lighting to optimize the visibility of the purple against the black.
Black and white applications
Flat Monochrome (black and white only)
Positive (white background)
Flat Color
Negative (black background)
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Applications on colored or busy backgrounds On backgrounds that are NOT black or white, the monochrome version should be used in black or white. As a guide for deciding this, use the white monochrome brandmark when the background color has a gray scale value greater than or equal to 60% black. Alternately, use the black monochrome brandmark when the background color has a gray scale value less than 60% black. When using the monochrome versions, the AL in the icon is transparent and takes on the color of the background on which it is printed. Note: When placing the logo over a photograph, you must use the monochrome version, not the threedimensional version. Please try to place it in an area that is relatively clear to ensure legibility.
Positive (color background)
Positive (light photograph)
Example of monochrome application in negative
Negative (color background)
Negative (dark photograph)
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Incorrect uses The Alcatel-Lucent logo is new and not yet recognizable to stakeholders. Therefore it is prohibited to use the icon or the watermark as design elements separate from the brandmark itself. Thus, for example, it is forbidden to use the icon as: > a bullet point > a button of any kind, e.g. on the web > in a word as an “o”, etc…”
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Incorrect uses
Do not apply 3D mark on a dark background
Do not change the typeface
Do not change the color of the dot
Do not use wordmark without the symbol
Do not place the symbol between the words
Do not use the symbol without the container
Do not change the color of the wordmark
Do not apply color to the symbol
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Incorrect uses
Do not apply drop shadows to the mark
Do not apply 3D mark on a color backgound
Do not change color of the symbol and the dot
Do not distort the mark
Do not apply 3D mark over patterns or photographs
Do not change the proportions of the mark
Do not rotate the mark
Do not change order of elements
c. Colors
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Colors Alcatel-Lucent’s brand colors and highlight colors work together to create a refined and sophisticated environment. Brand colors: Alcatel-Lucent’s brand colors are purple, white, black and gray. The elegant and understated black, white and gray bring balance to the innovative and modern purple. These colors will be a stable and enduring part of our style and branding components. The purple color must not be overused, but rather must be reserved for subtle and occasional use in graphics, titles or headings. Highlight colors: Alcatel-Lucent’s highlight colors are Ruby, warm yellow, lime green and sky blue. These colors can be used expansively as they bring a contemporary and dynamic feeling.
BRAND COLORS Pantones
HIGHLIGHT COLORS Pantones
Pantone 266 C
Pantone 123 C
Pantone Process Black C
Pantone 213 C
Pantone Cool Gray 9 C
Pantone 306 C
Pantone Cool Gray 4 C
Pantone 368 C
White
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Colors BRAND COLORS CMYK
HIGHLIGHT COLORS CMYK
BRAND COLORS RGB
HIGHLIGHT COLORS RGB
C = 70 M = 85 Y = 0 K = 0
C = 0 M = 25 Y = 95 K = 0
R = 105 G = 80 B = 161
R = 255 G = 200 B = 40
C = 0 M = 0 Y = 0 K = 100
C = 0 M = 95 Y = 25 K = 0
R=0G=0B=0
R = 238 G = 45 B = 118
C = 0 M = 3 Y = 0 K = 50
C = 75 M = 0 Y = 5 K = 0
R = 150 G = 150 B = 150
R = 0 G = 185 B = 225
C = 0 M = 0 Y = 0 K = 25
C = 56 M = 0 Y = 100 K = 0
R = 195 G = 195 B = 195
R = 100 G = 190 B = 25
C=0M=0Y=0K=0
R = 255 G = 255 B = 255