Apple

Official Websites

• https://www.apple.com
• https://www.apple.com/legal/trademark
• https://asw.apple.com
• https://daw.apple.com
• http://www.apple.com
• https://apple.com/at
• https://apple.com/de
• https://apple.com/it
• https://apple.com/no
• https://apple.com/jp
• https://apple.com.cn
• https://apple.com/hu
• https://apple.com
• https://apple.com/gr
• https://apple.com/chde
• https://apple.com/chfr
• https://apple.com/li
• https://apple.com/lu
• https://apple.com/fr
• https://apple.com/benl
• https://apple.com/befr
• https://apple.com/nl
• https://mac.com
• https://apple.com/sg
• https://apple.com/ph
• https://apple.com/ca/fr
• https://apple.com/ca
• https://apple.com/bh
• https://apple.com/bh-ar
• https://apple.com/bw
• https://apple.com/cm
• https://apple.com/cf
• https://apple.com/ci
• https://apple.com/eg
• https://apple.com/eg-ar
• https://apple.com/gw
• https://apple.com/gn
• https://apple.com/gq
• https://apple.com/in
• https://apple.com/il
• https://apple.com/jo
• https://apple.com/jo-ar
• https://apple.com/ke
• https://apple.com/kw
• https://apple.com/kw-ar
• https://apple.com/mg
• https://apple.com/ml
• https://apple.com/ma
• https://apple.com/mu
• https://apple.com/mz
• https://apple.com/ne
• https://apple.com/ng
• https://apple.com/om
• https://apple.com/om-ar
• https://apple.com/qa
• https://apple.com/qa-ar
• https://apple.com/sa
• https://apple.com/sa-ar
• https://apple.com/sn
• https://apple.com/za
• https://apple.com/tn
• https://apple.com/ug
• https://apple.com/ae
• https://apple.com/ae-ar
• https://apple.com/au
• https://apple.com/hk/en
• https://apple.com/hk
• https://apple.com/id
• https://apple.com/kr
• https://apple.com/mo
• https://apple.com/my
• https://apple.com/nz
• https://apple.com/tw
• https://apple.com/th
• https://apple.com/vn
• https://apple.com/am
• https://apple.com/az
• https://apple.com/by
• https://apple.com/bg
• https://apple.com/cz
• https://apple.com/dk
• https://apple.com/ee
• https://apple.com/es
• https://apple.com/ge
• https://apple.com/hr
• https://apple.com/ie
• https://apple.com/kz
• https://apple.com/kg
• https://apple.com/lv
• https://apple.com/lt
• https://apple.com/mt
• https://apple.com/md
• https://apple.com/me
• https://apple.com/mk
• https://apple.com/pl
• https://apple.com/pt
• https://apple.com/ro
• https://apple.com/ru
• https://apple.com/sk
• https://apple.com/si
• https://apple.com/se
• https://apple.com/tj
• https://apple.com/tr
• https://apple.com/tm
• https://apple.com/uk
• https://apple.com/ua
• https://apple.com/uz
• https://apple.com/lae
• https://apple.com/la
• https://apple.com/br
• https://apple.com/cl
• https://apple.com/co
• https://apple.com/mx

Brand Guidelines

2019

Brand Summary

Mission

• To represent Apple with excellence and integrity, ensuring that channel affiliates and certified individuals uphold the strength and promise of the Apple identity in all communications and environments [^1].

Core Values

• excellence
• integrity
• compliance
• clarity
• distinctiveness

Target Audience

• Apple channel affiliates, Apple-certified individuals, and their customers, including small businesses, educational professionals, and general consumers [^2].

Personality Traits

• professional
• trustworthy
• innovative
• distinct
• consistent

Visual Identity Overview

• The visual identity is defined by strict logo usage, clear space, color palette (all-black or all-white), proprietary typography (SF font for Apple, company fonts for affiliates), and distinct layout/composition rules to ensure the Apple channel signature is always secondary to the affiliate’s identity. Visual style emphasizes clean, uncluttered layouts, high-quality materials, and avoidance of imitation of Apple Store proprietary elements [^3].

Categories

Brand Imagery

• Apple Sales Web (ASW) provides advertising materials, data sheets, FAQs, product part numbers, pricing information, presentations, product videos, product photography, and more. Your Apple representative can provide more information about ASW.
• Use Search in ASW to find specific items. For example, searching for “signature” or “corporate identity” will take you to information on using the Apple identity for resellers, including channel signature artwork files for download.
• A signature is the combination of the Apple logo with a logotype—a name like “Authorized Reseller” set in specially designed type. Apple channel signatures communicate your relationship to Apple. Always use the correct signature based on your contractual relationship with Apple.
• Channel affiliates and certified individuals should never allow the Apple logo to stand alone in their communications.
• The appropriate channel signature can be applied to advertisements, websites, store signs, stationery, and other communications as long as the relationship to Apple is not obscured or distorted. The Apple channel signature must always be smaller than your business or store identity and placed in a layout position that is secondary to that identity. Never use an Apple channel signature in place of your business or store identity.
• It is preferred that you use only one Apple signature on each page or surface of a communication where Apple products are shown and the reseller identity is displayed. If you have multiple authorizations from Apple, select the signature that is most clearly related to the communication’s content.
• The basic Apple signature configurations are shown below. Always use one of these approved configurations on your communications. Signature artwork is provided on ASW. Do not alter the artwork.
• Apple channel signatures can be displayed only in all-black or all-white. When placing a signature on color backgrounds, use an all-white signature reversed out of the background color. Never place an Apple channel signature on a visually cluttered or patterned background.
• Resellers can display their Apple-provided authorization only in all-black or all-white. An Apple logo in gray is reserved for use by Apple and may appear on some channel assets provided by Apple. Never display your channel signature in gray.
• The minimum clear space around the signature is equal to one-half the height of the Apple logo, measured from the top of the leaf to the lower edge. To create the greatest impact, allow even more space around your signature. Do not allow photos, typography, or other graphic elements to enter the minimum clear space area.
• The minimum signature size should be used only when layout space is extremely limited. Use the signature at a larger size whenever possible. Make sure the Apple channel signature is smaller than your store or company identity.
• For all Apple channel signatures, the minimum size is 8 mm in print and 35 pixels onscreen, measuring the height of the Apple logo. Allow minimum clear space as shown.
• Do not alter Apple channel signature artwork in any way. Always use the complete electronic artwork provided by Apple.
• Never use the Apple logo alone in your communications.
• Do not remove the Apple logo from the signature artwork or alter the relationship of the elements in any way.
• Do not change the font or alter the spacing between letters.
• Do not incorporate the Apple channel signature into your company identity.
• Never create a new signature that combines the Apple logo with your business name.
• Do not reproduce the signature using any color other than black or white.
• Do not use logo artwork that has been rendered to look three-dimensional.
• Do not rotate or animate an Apple channel signature or make any of its elements three-dimensional.
• Do not add special effects to the signature such as shadows, reflections, or glows.
• Do not use the Apple logo alone in channel affiliate communications, including web pages.
• Do not alter the typographic proportions. Do not place a registered trademark symbol next to the Apple logo.
• Never use an Apple channel signature as a decorative border or pattern.
• Do not link an Apple channel signature to your company’s identity by placing it in a shape or background field that is part of your identity.
• Do not change the signature color.

Color Palette

• Apple channel signatures can be displayed only in all-black or all-white. When placing a signature on color backgrounds, use an all-white signature reversed out of the background color. Never place an Apple channel signature on a visually cluttered or patterned background.
• Resellers can display their Apple-provided authorization only in all-black or all-white. An Apple logo in gray is reserved for use by Apple and may appear on some channel assets provided by Apple. Never display your channel signature in gray.
• Do not reproduce the signature using any color other than black or white.
• Do not add color to any portion of the Apple channel signature. The signature must appear in all-black or all-white.
• Display the signature in only all-black or all-white. Do not use color or color materials.
• The signature can be shown only in all-black or all-white. Never place the signature on a visually cluttered or patterned background.

Typography

• Apple uses the SF font in marketing materials. SF is a proprietary font owned by Apple. SF and Apple’s former font Myriad Set Pro should be used only in marketing materials and presentations provided to you by Apple. The fonts cannot be used in your own or a third party’s marketing materials and presentations. Do not imitate Apple typography by using any version of the SF font in your communications.
• Use your company’s fonts in Apple-related communications and in-store displays. Emphasizing your company’s identity creates a stronger customer experience and helps avoid confusion.
• Do not imitate the typographic style of Apple communications.
• Do not change the font or alter the spacing between letters.
• Do not alter the typographic proportions. Do not place a registered trademark symbol next to the Apple logo.
• Do not use Apple’s proprietary font, Myriad Set Pro, on your website; see Typography on page 11.
• Do not imitate Apple typography on your stationery by using SF Hello font. Use your company’s own font and layout style.
• Typeset your channel authorization or certification in the same font and style as the surrounding text.
• Match the typographic style of your company’s communications. Do not imitate Apple typography.

Logo Usage

• A signature is the combination of the Apple logo with a logotype—a name like “Authorized Reseller” set in specially designed type. Apple channel signatures communicate your relationship to Apple. Always use the correct signature based on your contractual relationship with Apple.
• Channel affiliates and certified individuals should never allow the Apple logo to stand alone in their communications.
• The Apple channel signature must always be smaller than your business or store identity and placed in a layout position that is secondary to that identity. Never use an Apple channel signature in place of your business or store identity.
• It is preferred that you use only one Apple signature on each page or surface of a communication where Apple products are shown and the reseller identity is displayed.
• If you have multiple authorizations from Apple, select the signature that is most clearly related to the communication’s content.
• Always use one of these approved configurations on your communications. Signature artwork is provided on ASW. Do not alter the artwork.
• The choice of signature configuration will depend on your layout. The one-line signature is used in promotions when there is ample horizontal layout space. The two-line signature is more compact. It can be used when both vertical space and horizontal space are limited. Use only the two-line signature on store signage; see Reseller Store Identity on pages 35–55.
• In the one-line signature, both the type and the Apple logo are clearly legible at a small size. It is ideal for horizontal layout space.
• Some layouts offer very limited space. The two-line signature is a compact configuration that fits in small spaces.
• Apple channel signatures can be displayed only in all-black or all-white. When placing a signature on color backgrounds, use an all-white signature reversed out of the background color. Never place an Apple channel signature on a visually cluttered or patterned background.
• Resellers can display their Apple-provided authorization only in all-black or all-white. An Apple logo in gray is reserved for use by Apple and may appear on some channel assets provided by Apple. Never display your channel signature in gray.
• The minimum clear space around the signature is equal to one-half the height of the Apple logo, measured from the top of the leaf to the lower edge. To create the greatest impact, allow even more space around your signature. Do not allow photos, typography, or other graphic elements to enter the minimum clear space area.
• The minimum signature size should be used only when layout space is extremely limited. Use the signature at a larger size whenever possible. Make sure the Apple channel signature is smaller than your store or company identity.
• For all Apple channel signatures, the minimum size is 8 mm in print and 35 pixels onscreen, measuring the height of the Apple logo. Allow minimum clear space as shown.
• In regions where the localized Apple channel signature is not available in a two-line configuration, the one-line signature can be used, following the same clear space requirements.
• Do not alter Apple channel signature artwork in any way. Always use the complete electronic artwork provided by Apple.
• Never use the Apple logo alone in your communications.
• Do not remove the Apple logo from the signature artwork or alter the relationship of the elements in any way.
• Do not change the font or alter the spacing between letters.
• Do not incorporate the Apple channel signature into your company identity.
• Never create a new signature that combines the Apple logo with your business name.
• Do not reproduce the signature using any color other than black or white.
• Do not use logo artwork that has been rendered to look three-dimensional.
• Do not rotate or animate an Apple channel signature or make any of its elements three-dimensional.
• Do not add special effects to the signature such as shadows, reflections, or glows.
• Do not use the Apple logo alone in channel affiliate communications, including web pages.
• Do not alter the typographic proportions. Do not place a registered trademark symbol next to the Apple logo.
• Never use an Apple channel signature as a decorative border or pattern.
• Do not link an Apple channel signature to your company’s identity by placing it in a shape or background field that is part of your identity.
• Do not change the signature color.

Tone And Messaging

• Use the tone and style of your company’s communications; do not imitate Apple.
• You can develop your own marketing messages that are specific to your business. Use the tone and style of your company’s communications; do not imitate Apple.
• Apple uses the SF font in marketing materials. SF is a proprietary font owned by Apple. SF and Apple’s former font Myriad Set Pro should be used only in marketing materials and presentations provided to you by Apple. The fonts cannot be used in your own or a third party’s marketing materials and presentations. Do not imitate Apple typography by using any version of the SF font in your communications.
• Use your company’s fonts in Apple-related communications and in-store displays. Emphasizing your company’s identity creates a stronger customer experience and helps avoid confusion.
• Do not imitate the typographic style of Apple communications.
• Do not imitate Apple typography on your stationery by using SF Hello font. Use your company’s own font and layout style.
• Typeset your channel authorization or certification in the same font and style as the surrounding text.
• When designing a new sign, use the recommended configuration shown here— white text reversed out of a black bar placed at the lower edge of the sign below your store identity. The black bar cannot exceed 100 mm in height. Match the typographic style of your company’s communications. Do not imitate Apple typography.

Visual Style

• The choice of signature configuration will depend on your layout. The one-line signature is used in promotions when there is ample horizontal layout space. The two-line signature is more compact. It can be used when both vertical space and horizontal space are limited. Use only the two-line signature on store signage; see Reseller Store Identity on pages 35–55.
• In the one-line signature, both the type and the Apple logo are clearly legible at a small size. It is ideal for horizontal layout space.
• Some layouts offer very limited space. The two-line signature is a compact configuration that fits in small spaces.
• The minimum clear space around the signature is equal to one-half the height of the Apple logo, measured from the top of the leaf to the lower edge. To create the greatest impact, allow even more space around your signature. Do not allow photos, typography, or other graphic elements to enter the minimum clear space area.
• The minimum signature size should be used only when layout space is extremely limited. Use the signature at a larger size whenever possible. Make sure the Apple channel signature is smaller than your store or company identity.
• For all Apple channel signatures, the minimum size is 8 mm in print and 35 pixels onscreen, measuring the height of the Apple logo. Allow minimum clear space as shown.
• In regions where the localized Apple channel signature is not available in a two-line configuration, the one-line signature can be used, following the same clear space requirements.

Layout And Composition

• The choice of signature configuration will depend on your layout. The one-line signature is used in promotions when there is ample horizontal layout space. The two-line signature is more compact. It can be used when both vertical space and horizontal space are limited. Use only the two-line signature on store signage; see Reseller Store Identity on pages 35–55.
• In the one-line signature, both the type and the Apple logo are clearly legible at a small size. It is ideal for horizontal layout space.
• Some layouts offer very limited space. The two-line signature is a compact configuration that fits in small spaces.
• The minimum clear space around the signature is equal to one-half the height of the Apple logo, measured from the top of the leaf to the lower edge. To create the greatest impact, allow even more space around your signature. Do not allow photos, typography, or other graphic elements to enter the minimum clear space area.
• The minimum signature size should be used only when layout space is extremely limited. Use the signature at a larger size whenever possible. Make sure the Apple channel signature is smaller than your store or company identity.
• For all Apple channel signatures, the minimum size is 8 mm in print and 35 pixels onscreen, measuring the height of the Apple logo. Allow minimum clear space as shown.
• In regions where the localized Apple channel signature is not available in a two-line configuration, the one-line signature can be used, following the same clear space requirements.

Brand Architecture

• Apple channel signatures communicate your relationship to Apple. Always use the correct signature based on your contractual relationship with Apple.
• Channel affiliates and certified individuals should never allow the Apple logo to stand alone in their communications.
• The Apple channel signature must always be smaller than your business or store identity and placed in a layout position that is secondary to that identity. Never use an Apple channel signature in place of your business or store identity.
• It is preferred that you use only one Apple signature on each page or surface of a communication where Apple products are shown and the reseller identity is displayed. If you have multiple authorizations from Apple, select the signature that is most clearly related to the communication’s content.
• The basic Apple signature configurations are shown below. Always use one of these approved configurations on your communications. Signature artwork is provided on ASW. Do not alter the artwork.
• The choice of signature configuration will depend on your layout. The one-line signature is used in promotions when there is ample horizontal layout space. The two-line signature is more compact. It can be used when both vertical space and horizontal space are limited. Use only the two-line signature on store signage; see Reseller Store Identity on pages 35–55.
• Apple channel signatures can be displayed only in all-black or all-white. When placing a signature on color backgrounds, use an all-white signature reversed out of the background color. Never place an Apple channel signature on a visually cluttered or patterned background.
• Resellers can display their Apple-provided authorization only in all-black or all-white. An Apple logo in gray is reserved for use by Apple and may appear on some channel assets provided by Apple. Never display your channel signature in gray.
• The minimum clear space around the signature is equal to one-half the height of the Apple logo, measured from the top of the leaf to the lower edge. To create the greatest impact, allow even more space around your signature. Do not allow photos, typography, or other graphic elements to enter the minimum clear space area.
• For all Apple channel signatures, the minimum size is 8 mm in print and 35 pixels onscreen, measuring the height of the Apple logo. Allow minimum clear space as shown.
• In regions where the localized Apple channel signature is not available in a two-line configuration, the one-line signature can be used, following the same clear space requirements.

Digital Guidelines

• Apple Sales Web (ASW) provides advertising materials, data sheets, FAQs, product part numbers, pricing information, presentations, product videos, product photography, and more. Your Apple representative can provide more information about ASW. • To register for access, visit https://daw.apple.com and click “Sign Up.” • Once you have created an account, you can log in to ASW by visiting asw.apple.com. • If you need help with access, visit the General Help page. • Use Search in ASW to find specific items. For example, searching for “signature” or “corporate identity” will take you to information on using the Apple identity for resellers, including channel signature artwork files for download.
• The choice of signature configuration will depend on your layout. The one-line signature is used in promotions when there is ample horizontal layout space. The two-line signature is more compact. It can be used when both vertical space and horizontal space are limited. Use only the two-line signature on store signage; see Reseller Store Identity on pages 35–55.
• In the one-line signature, both the type and the Apple logo are clearly legible at a small size. It is ideal for horizontal layout space.
• Some layouts offer very limited space. The two-line signature is a compact configuration that fits in small spaces.
• The minimum clear space around the signature is equal to one-half the height of the Apple logo, measured from the top of the leaf to the lower edge. To create the greatest impact, allow even more space around your signature. Do not allow photos, typography, or other graphic elements to enter the minimum clear space area.
• The minimum signature size should be used only when layout space is extremely limited. Use the signature at a larger size whenever possible. Make sure the Apple channel signature is smaller than your store or company identity.
• For all Apple channel signatures, the minimum size is 8 mm in print and 35 pixels onscreen, measuring the height of the Apple logo. Allow minimum clear space as shown.
• In regions where the localized Apple channel signature is not available in a two- line configuration, the one-line signature can be used, following the same clear space requirements.

Print Guidelines

• The minimum clear space around the signature is equal to one-half the height of the Apple logo, measured from the top of the leaf to the lower edge. To create the greatest impact, allow even more space around your signature. Do not allow photos, typography, or other graphic elements to enter the minimum clear space area.
• The minimum signature size should be used only when layout space is extremely limited. Use the signature at a larger size whenever possible. Make sure the Apple channel signature is smaller than your store or company identity.
• For all Apple channel signatures, the minimum size is 8 mm in print and 35 pixels onscreen, measuring the height of the Apple logo. Allow minimum clear space as shown.
• In regions where the localized Apple channel signature is not available in a two-line configuration, the one-line signature can be used, following the same clear space requirements.

Naming Conventions

• Apple trademarks and trade dress cannot be used in channel affiliate store or company names, web or social media site names, service names, or signage. Examples include the following: • Channel affiliate store names and company names cannot contain the names Apple, Mac, iPad, iPhone, iPod, Pod, or any other Apple trademarks (unless expressly authorized under separate license). • Channel affiliate locations may not use Apple-branded icons, terms associated with Apple-branded icons, or trade names developed for use exclusively by Apple Store locations, including the following: ‒ Apple in conjunction with Genius (Apple Genius) ‒ Genius Bar ‒ Mac in conjunction with Genius (Mac Genius) • Channel-affiliated store or marketing program logos cannot incorporate the Apple logo or any design containing an apple or detached leaf element.

2013

Brand Summary

Mission

• AP is solely focused on the mission of newsgathering, distribution, and service, serving as the definitive source for trusted news with a commitment to the people’s right to know [^1].

Core Values

• integrity
• action
• independence

Target Audience

• Customers, members, and news consumers seeking accurate, independent, and trusted news [^2].

Personality Traits

• gutsy
• resourceful
• connected

Visual Identity Overview

• The AP visual identity system is bold, straightforward, and contemporary, featuring a revised logo, watermarks, a dynamic color palette, and a comprehensive look and feel that unites the brand across all touchpoints [^3].

Categories

Brand Voice

• How do we best describe ourselves? As gutsy, resourceful and connected. What do we value? Integrity, action and independence.
• Our brand personality traits -we are gutsy, resourceful and connected -reflect who we are and how we act, and make us stand out among news organizations.
• AP’s values -integrity, action and independence -shape our trusted reputation and underscore the expertise that differentiates us from others in the industry. These brand values are the foundation for our behaviors, actions and culture.

Brand Imagery

• Photography is not only a key product of AP, it is a powerful medium to tell our story. The prompt is a secondary visual element that strengthens the content relationship with the AP logo.
• Use photographs that are rich in colors, employ striking cropping or subject matter, and help further our brand attributes.
• Whenever possible, always use photographs in layouts where it is either full-bleed off the edge of the piece, or at least off one side in editorial layouts.
• Emphasis should be put on the choice of a single image rather than a flurry of images. Never create mosaic images. If you must show many pictures as part of a composition, use the Image Stream, explained in section 3.8.
• Photographs should not be distorted, colorized or have any other effects applied. Cropping should be used with restraint and only to achieve full­bleed images. The AP Watermark is the only graphic treatment that should be used on top of images.
• Photos should be given prominence, without overuse of graphic treatments that diminish them.
• Do not put photos into containing shapes; do not fade images with transparency or gradients.
• In case you must show a combination of many photographs, use the Image Stream.
• The Image Stream is a layout device where all images are kept in the original (uncropped) aspect ratios, but arranged along a common top or bottom axis at different scales, and surrounding a prompt line.
• It allows each image to maintain its own strength and for the document to maintain a visual stability that is key to communicate AP’s value of integrity. It also affords designers a way out of cacophonous image mosaics.
• [1] Streams should be arranged flush on the edges of the composition, while still respecting the top margin height. For the left and right margins, streams should bleed off the page or come as close to the edge as possible.
• Ideally the Prompt will be aligned within a column of the grid so as to emphasize its strength. Margins between images should be two prompt-widths, like the grid’s margins.
• [2] Variation in sizes and aspect ratios creates dynamic composition. Red prompt line emphasizes the alignment axis, reinforcing solidity and connectedness.
• [1] Objects should align only on one axis.
• [2] In a Stream, the prompt should always be surrounded by content on both sides.
• [3] Do not use so many elements so as to make the Prompt feel insignificant.
• [4] Do not use more than one prompt in a Stream.
• [5] Do not alter the margins between images and the prompt. Margins should always be two prompt-widths.
• [6] Vertical use is not advised as it connotes fragility. For vertical applications, see special use cases on the following page.
• A stack of full-bleed images is built using a grid based on the AP logo’s size on the application.
• In the case of vertical large-format pieces that must highlight a diversity of imagery while being visible from a distance (e.g., banners), a special exception to the image stream format is used only with the express approval of AP Corporate Communications.

Color Palette

• Color is crucial to our visual identity. Neutral colors pair well with the Medium range. Deep colors pair well with Brights.
• Color is crucial to our visual identity.
• Color brings visual interest to our communications, helps to maintain a consistent look and feel, and differentiates us from other organizations. Each color palette has been chosen with specific functions in mind.
• Inspired by our signature artwork, our primary color palette prominently features AP ID Red. However, AP ID Red should be used judiciously in order to maintain its prominence.
• Neutrals: AP ID White CO MO YO KO CO MO YO KO R255 G255 B255 #FFFFFF; AP Neutral Deep Gray C38 M28 Y21 K63 Pantone 425C C76 M63 Y55 K24 Pantone 433U R51 G51 B51 #333333; AP Neutral Light Gray C2 M3 Y4 KS Pantone Warm Gray 1 C C2 M3 Y7 K8 Pantone Warm Gray 1 U R231 G226 B216 #E7E2D8; AP Neutral Medium Gray C13 MB Y16 K26 Pantone 414C C26 M17 Y24 K3 Pantone 414U R182 G182 B171 #B6B6AB
• Mediums: AP Medium Blue C98 M24 Y1 K3 Pantone 7461 C C100 M1 Y8 K10 Pantone 640 U R20 G105 B148 #146994; AP Medium Green C51 MS Y98 K23 Pantone 377C C27 MO Y97 K13 Pantone 390U R102 G153 B0 #669900; AP Medium Yellow C3 M36 Y100 K6 Pantone 131C CO M18 Y100 K6 Pantone 7405U R209 G150 B0 #D19600; AP Medium Purple C74 M98 Y2 K12 Pantone 2613C C56 M79 YO KO Pantone 526U R102 G7 B117 #660775
• Deeps: AP Deep Blue C100 M73 Y30 K83 Pantone 296C C98 M67 Y32 K45 Pantone 5395U RB G28 B47 #081C2F; AP Deep Green C83 M35 Y51 K81 Pantone 5535C C85 M32 Y79 K64 Pantone 5535U R33 G51 B48 #213330; AP Deep Brown C40 M53 Y59 K89 Pantone Black 4 C C35 M46 Y82 K57 Pantone Black 4 U R56 G38 B30 #38261E; AP Deep Purple C68 M85 Y29 K74 Pantone 7449 C C52 M89 Y33 KSO Pantone 7449 U R50 GO B33 #320021
• Brights: AP Bright Blue C84 M21 YO KO Pantone 2925C C69 M10 YO KO Pantone 299U R28 G148 B208 #1C94D0; AP Bright Green C24 MO Y98 KB Pantone 390C C32 MO Y82 KO Pantone 382U R163 G190 B13 #A3B30D; AP Bright Yellow CO M27 Y100 KO Pantone 124C C1 M17 Y93 K3 Pantone 7406U R236 G178 BO #ECB200; AP Bright Purple C37 M100 YO KO Pantone 247C C22 M66 YO KO Pantone 247U R181 G3 B176 #B503B0
• AP ID Red - For background use ONLY: CM 090 Y60 K0 Pantone Red 032 C, CMYB Y78 K0 Pantone Red 032 U, R255 G50 B48 #FF3220
• RECOMMENDED USES NEUTRALS ✓ BACKGROUND ✓ TEXT X HIGHLIGHT COLORS X TEXT ON PHOTOGRAPH ✓ CONTAINING SHAPES
• RECOMMENDED USES MEDIUMS X BACKGROUND ✓ TEXT ✓ HIGHLIGHT COLORS X TEXT ON PHOTOGRAPH X CONTAINING SHAPES
• Pair neutrals with medium or deep colors…
• Neutral colors pair well with the Medium range.
• Neutral colors are intended for supporting applications, such as backgrounds, text, the watermark and the prompt.
• Medium colors are intended for use with titles, colored text when necessary and other accents in a design. They should not be used for backgrounds.
• Using Neutrals and Mediums together in applications such as printed publications will convey a sophisticated tone.
• Not multiple neutrals or mediums together.
• RECOMMENDED USES DEEPS ✓ BACKGROUND ✓ TEXT X HIGHLIGHT COLORS X TEXT ON PHOTOGRAPH ✓ CONTAINING SHAPES
• RECOMMENDED USES BRIGHTS X BACKGROUND X TEXT ✓ HIGHLIGHT COLORS ✓ TEXT X CONTAINING SHAPES ON PHOTOGRAPH
• Deep colors pair well with Brights.
• Deep colors are intended for complementary use with bright and/or neutral colors, especially as backgrounds, text, containers and the prompt.
• Bright colors are intended for special cases such as text over photos and colored accents. They should not be used for backgrounds or the prompt.
• Using Deep and Bright colors together in applications such as video, Web and mobile will create a rich, engaging experience.
• Pair deep colors with brights or neutrals…
• Not multiple deep colors together, or brights and mediums.

Typography

• The AP typography consists of two typefaces: Good and Freight Text.
• AP typography consists of two typefaces: Good and Freight Text. Freight Text Book, 15pt
• Good Book, 12pt
• Both typefaces come in a variety of weights and style and offer flexibility of use. Commitment to these typefaces will create a consistent and strong identity. Below are a few distinctive feature of those typefaces.
• When text such as “Associated Press” or long headlines are locked up with the logo, Good Condensed should be used.
• When Good is not available for use, in some digital applications for example, it can be substituted by Verdana, and ifVerdana is not available, a sans-serif such as Helvetica and Arial can be used as substitution. When Freight Text is not available for use, Georgia should be the replacement typeface.
• h1 Good Bold, All CAPS
• Subhead / lead Georgia regular, Sentence case
• h2 Good Bold, All CAPS
• h3 Good Book, Sentence case
• h4 Georgia regular, Sentence case,
• h5 Georgia Bold, Sentence case,
• h6 Georgia Bold, Sentence case,
• Body text long Form Georgia regular Justified
• Body text Short Form Verdana regular left Aligned
• Bulleted lists Georgia or Verdana (weight depending on surrounding text), en dash bullets

Logo Usage

• The AP logo is the single most powerful element in our identity.
• Its upright black letterforms, solid baseline and red “prompt” underline are memorable and embody the values of integrity, action and independence.
• The white “container” is an integral part of the logo, allowing it to be applied to any kind of content.
• The AP signature is a combination of the logo and the words “Associated Press” aligned on a horizontal axis.
• They follow simple rules to respect their integrity in all situations.
• The AP logo and adjoining signatures follow simple rules to allow their integrity to be respected in all situations.
• As a general rule, the width of the logo is the minimum protection area allowed on each lateral side of the mark, including when using the corporate signature.
• It is perfectly acceptable to use a greater amount of space, leaving the logo as the dominant element and the signature a supporting element (figure 2).
• Whenever possible, the AP logo should be positioned at the very top of the document, composition or application.
• The AP logo should be dominant in any application.
• In print use, the logo should never be smaller than .2 inches in height. When used in digital applications such as the Web or on mobile devices, 50 pixel tall should be the minimum size.
• In special cases, such as icons which require a size smaller than the specified minimum, use a version specially rendered for that application. See section 2.8.1 for special small-use cases and section 5 for included Artwork.
• In any applications, the AP logo should always be legible, dominant and unobstructed. This is essential to strengthening the AP brand.
• Dominant logo leads the way.
• Always place the mark as the lead into the content -neither below nor following the content. Content should not clutter this logo. This is to ensure the AP logo is highlighted and not lost.
• Exceptions: When the document is in a right-to-left language, such as Arabic or Hebrew, the mark should live on the right side where the content begins.
• Maintaining the integrity of the logo is essential to strengthening the APbrand.
• Always use artwork that has been provided byAP Corporate Communications. When unsure about the way to proceed, give us a call or send us an email. (see last page)
• The cases outlined here are in no way meant as an exhaustive list of all potential misuse of the AP logo.
• It is recommended to use the logo on a color backdrop or a photographic backdrop.
• Do not modify the logo in anyway, including: - Outline edges - Remove the white container or prompt - Position in a corner - Stretch - Stretch the white container - Detach the prompt from the logo - Rotate - Recreate - Use a different typeface - Change the color of container or prompt - Change the color of “AP” - Make into a lock up - Set into text
• In keeping with our Masterbrand Strategy and the “One AP” mission, we are simplifying the face we put forward to customers. The goal is to ensure all touch points strengthen and promote the main AP brand.
• This means that custom wordmark lockups are no longer acceptable. Product and division names can be highlighted by using a headline font, but will no longer be linked to the logo.
• Do not create custom ‘lockup’ marks for divisions…
• While maintaining the integrity of all elements of the visual system is critical, their adaptation to some special cases will occur from time to time.
• If you believe you have a special case that is not answered in this document, DO NOT CREATE ORIGINAL ARTWORK. Simply direct your request to Corporate Communications (see the last page of this document).
• In print applications, the logo should not be used smaller than .2 inches tall.
• Special scenarios require redrawn logo artwork for optimal rendering at very small sizes. See section 5. Artwork for such files.
• In video applications (e.g., in bugs or lower thirds), the logo may be set at 50 percent opacity, if needed.

Tone And Messaging

• AP is unique in the world among news agencies in that our only agenda is news: We are solely focused on the mission of newsgathering, distribution and service.
• With more experience reporting and delivering news than any other agency, our independent standing and a strong commitment to the people’s right to know, we are the definitive source for trusted news.
• All of us at AP understand this extraordinary mission, which dates back to 1846. But it is also important to make a bold statement to customers, members and news consumers about what we do.
• A strong brand helps us be clear about who we are and what we stand for. It lets us reinforce what is unique about AP and what customers and consumers can expect when they encounter AP news, people or products.
• In 2009, AP undertook a strategic initiative to develop a masterbrand strategy that would define what makes us different from other news organizations, serve as a guide for business decisions and clarify the values and traits all AP staff embody. How do we best describe ourselves? As gutsy, resourceful and connected. What do we value? Integrity, action and independence.
• The AP visual identity system brings these traits and values to life. It allows us to leverage the great work we do by uniting under a comprehensive look and feel, driving competitive advantage and creating a distinct footprint in the media marketplace.
• AP’s values — integrity, action and independence — shape our trusted reputation and underscore the expertise that differentiates us from others in the industry. These brand values are the foundation for our behaviors, actions and culture.
• Our brand personality traits -we are gutsy, resourceful and connected -reflect who we are and how we act, and make us stand out among news organizations.
• As we continue our evolution to a diversified digital news company, our brand promise remains the same. The AP Masterbrand Strategy enables us to channel our brand traits, personality, vision and promise into a new visual identity system that captures our history and guides our future.

Brand Values

• How do we best describe ourselves? As gutsy, resourceful and connected. What do we value? Integrity, action and independence.
• In an increasingly fragmented media world, AP’s values — integrity, action and independence — shape our trusted reputation and underscore the expertise that differentiates us from others in the industry. These brand values are the foundation for our behaviors, actions and culture.
• INTEGRITY: Beijing based video journalist Ken Teh covers the violent street riots in Bangkok, as police squared off against Red Shirt demonstrators advancing to pour blood on government buildings. AP Photo by Sakchai Lalit.
• ACTION: In the height of the Libyan conflict, an anti-Gadhafi fighter is interviewed by Cairo-based journalist Hadeel Al-Shalchi and Paris-based cameraman Nicolas Garriga outside the town of Nalut. AP Photo by Lefteris Pitarakis.
• INDEPENDENCE: AP White House correspondent Ben Feller conducts a one-on-one interview with President Barack Obama. AP Photo by Pablo Martinez Monsivais.

Visual Style

• The AP logo is the single most powerful element in our identity.
• Its upright black letterforms, solid baseline and red “prompt” underline are memorable and embody the values of integrity, action and independence.
• The white “container” is an integral part of the logo, allowing it to be applied to any kind of content.
• The AP signature is a combination of the logo and the words “Associated Press” aligned on a horizontal axis.
• They follow simple rules to respect their integrity in all situations.
• The AP logo and adjoining signatures follow simple rules to allow their integrity to be respected in all situations.
• As a general rule, the width of the logo is the minimum protection area allowed on each lateral side of the mark, including when using the corporate signature.
• It is perfectly acceptable to use a greater amount of space, leaving the logo as the dominant element and the signature a supporting element (figure 2).
• Whenever possible, the AP logo should be positioned at the very top of the document, composition or application.
• The AP logo should be dominant in any application.
• In print use, the logo should never be smaller than .2 inches in height. When used in digital applications such as the Web or on mobile devices, 50 pixel tall should be the minimum size.
• In special cases, such as icons which require a size smaller than the specified minimum, use a version specially rendered for that application. See section 2.8.1 for special small-use cases and section 5 for included Artwork.
• In any applications, the AP logo should always be legible, dominant and unobstructed. This is essential to strengthening the AP brand.
• Dominant logo leads the way.
• Always place the mark as the lead into the content -neither below nor following the content. Content should not clutter this logo. This is to ensure the AP logo is highlighted and not lost.
• Exceptions: When the document is in a right-to-left language, such as Arabic or Hebrew, the mark should live on the right side where the content begins.
• Maintaining the integrity of the logo is essential to strengthening the APbrand.
• Always use artwork that has been provided byAP Corporate Communications. When unsure about the way to proceed, give us a call or send us an email. (see last page)
• It is recommended to use the logo on a color backdrop or a photographic backdrop.
• Do not modify the logo in anyway, including: - Outline edges - Remove the white container or prompt - Position in a corner - Stretch - Stretch the white container - Detach the prompt from the logo - Rotate - Recreate - Use a different typeface - Change the color of container or prompt - Change the color of “AP” - Make into a lock up - Set into text
• Custom wordmark lockups are no longer acceptable. Product and division names can be highlighted by using a headline font, but will no longer be linked to the logo.
• Do not create custom ‘lockup’ marks for divisions…
• For limited use. See Visual Brand Guidelines.
• Hond-rosterized square icons. Use only os prescribed.
• Pre-scaled logo PNG files and icons were optimized for their current size and are not intended to be enlarged.

Iconography

• In print use, the logo should never be smaller than .2 inches in height. When used in digital applications such as the Web or on mobile devices, 50 pixel tall should be the minimum size. In special cases, such as icons which require a size smaller than the specified minimum, use a version specially rendered for that application. See section 2.8.1 for special small-use cases and section 5 for included Artwork.
• Screen -Icons Hand-rasterized square icons. Use only as prescribed. Favicon AP_ICON_16x16 Phone & iPod Touch Small Icon (search/settings) AP_ICON_29x29 iPhone Hi Res Small Icon (search/settings) AP_ICON_58x58 iPhone & iPod Touch App Icon AP_ICON_57x57 iPad Small Icon (Search Results) AP_ICON_50x50 iPhone Retina App Icon AP_ICON_114x114 Facebook Avatar AP_ICON_180x180 App Store Icon AP_ICON_512x512
• Pre-scaled logo PNG files and icons were optimized for their current size and are not intended to be enlarged.

Layout And Composition

• The AP logo is to be the dominant element in all compositions.
• The careful combination of graphic elements is what makes our brand strong.
• The grid is a time-tested tool in creating harmonious compositions. We have devised a grid system that is based on the proportions of the AP logo.
• The dimensions of the primary (vertical) logo will guide all grid making decisions. The width of the logo (x), its height (y), the height of the prompt (z), as well as the height of the AP letters (CAP), and the space between the prompt and the AP letters (1/2 CAP) are the variables used.
• In special cases where the secondary (horizontal) logo is used, the width of the logo is wider (w), but all other variables remain the same.
• Using those proportions supports elegant and strong compositions.
• When determining a grid, begin with the width of the application.
• Choose the appropriate size of the logo according to the sizing chart of the varying applications. Excluding special cases, logo width will be normally 1/10th or 1/12th the total application width.
• The resulting width of the logo will serve as the determining measurement for column width.
• The thickness of the prompt serves as the starting point for the gutter.
• Both horizontal and vertical gutters are double the thickness of the prompt.
• Once the logo size has been determined, place the maximum amount that will fit on the application, while including gutters (2z) between each instance of the logo (x).
• If the total number is even, remove one instance to end with an odd number. Remove any gutters that are on the outside, and center the remaining instances and gutters to produce the grid’s columns. Any remaining space serves as the left and right margins.
• The top margin is determined by the height (y) of the logo, as well as the grid rows. The gutter between rows is also twice the thickness of the prompt (22). Rows continue in this manner until the space remaining is less than the total height (y) and CAP height of the logo. The bottom margin is the remaining space.
• See section 5. Artwork for preset grids for letter, tabloid, A4 and A3 paper sizes.
• THE CONSTRUCTION OF A GRID FOR AN 8.5 x 11 INCH SHEET.
• In cases using the horizontal mark, the columns and rows are determined in the same manner as when the vertical mark is used, yet the height of the row is the determining measurement of the grid, generated by the ratio between the height (x) and the total height of the application.
• Additionally, the right margin is now determined by the width (w) of the logo, and the top, bottom and left margins are flexible.

Watermark Guidelines

• Watermarks help identify AP materials in a subtle and tasteful way, especially when using images is not an option.
• Designed as expanded, transparent versions of the AP letters in the AP logo, the watermarks strengthen the notion of connectivity that is a key attribute of the AP brand.
• Watermark patterns serve as a graphic element that can be used to distinguish otherwise unmarked photos or blank space. Using the watermark allows the system to maintain a brand presence without the striking AP logo.
• Patterns are acceptable over solid backgrounds and images, but should not be used when an image stream is in use, or a non-bleeding image is in use.
• The thickness of the strokes should always be of the same thickness as the prompt to link the two and create a more harmonious composition.
• Watermarks are made of three or four elements combined in an elegant composition.
• Pre-composed watermark artwork is provided, but in cases where artwork needs adjustments (e.g., use with photographs), new compositions can be made by following these rules:
• • The distance between parallel elements should be greater than the width of the AP logo on the page.
• • Bleed the watermark on at least one side.
• • Follow color rules (Neutral or Bright on Deep or Photo, Neutral on Neutral or White)
• • The watermark should be independent of the content-not interfering nor interacting with photographs, text or the logo.
• Proper watermark applications
• Parallel lines should not come too close to each other
• The watermark should not frame the content area
• Avoid excessive number of watermark elements
• Do not create recognizable shapes or letterforms
• No arbitrary rotation of the watermark. Only rotate watermark elements at 90° angles
• The elements should not be contained in a tight area
• The elements should not intersect
• The watermark should not interact with the content
• Watermarks follow the general rules for color use.
• Watermarks should always be rendered in Neutral or Bright colors and used only on the specified backgrounds.

Environmental Applications

• This example demonstrates an environment that can be created within our graphic system.

2016

Brand Summary

Mission

• To represent Apple with excellence and integrity, ensuring that channel affiliates and certified individuals uphold the strength and promise of the Apple identity in all communications and retail experiences [^1].

Core Values

• excellence
• integrity
• clarity
• consistency
• independence

Target Audience

• Apple channel affiliates, Apple-certified individuals, and their customers in retail, service, and online environments [^2].

Personality Traits

• professional
• trustworthy
• innovative
• clear
• distinct

Visual Identity Overview

• The visual identity is defined by strict guidelines for logo usage, color palette (all-black or all-white), clear space, minimum size, and typography. Apple channel signatures must always be secondary to the reseller identity, never used alone, and must not imitate Apple Store proprietary elements. Visual style emphasizes minimalism, clarity, and separation between Apple and reseller identities [^3].

Categories

Brand Imagery

• Apple channel signatures can be displayed only in all-black or all-white. When placing a signature on color backgrounds, use an all-white signature reversed out of the background color. Never place an Apple channel signature on a visually cluttered or patterned background.
• Resellers can display their Apple-provided authorization only in all-black or all-white. An Apple logo in gray is reserved for use by Apple and may appear on some channel assets provided by Apple. Never display your channel signature in gray.
• The minimum clear space around the signature is equal to one-half the height of the Apple logo, measured from the top of the leaf to the lower edge. To create the greatest impact, allow even more space around your signature. Do not allow photos, typography, or other graphic elements to enter the minimum clear space area.
• For all Apple channel signatures, the minimum size is 8 mm in print and 35 pixels onscreen, measuring the height of the Apple logo. Allow minimum clear space as shown.
• Do not alter Apple channel signature artwork in any way. Always use the complete electronic artwork provided by Apple.
• Never use the Apple logo alone in your communications.
• Do not remove the Apple logo from the signature artwork or alter the relationship of the elements in any way.
• Do not change the font or alter the spacing between letters.
• Do not incorporate the Apple channel signature into your company identity.
• Never create a new signature that combines the Apple logo with your business name.
• Do not reproduce the signature using any color other than black or white.
• Do not use logo artwork that has been rendered to look three-dimensional.
• Do not rotate or animate an Apple channel signature or make any of its elements three-dimensional.
• Do not add special effects to the signature such as shadows, reflections, or glows.
• Do not use the Apple logo alone in channel affiliate communications, including web pages.
• Do not alter the typographic proportions. Do not place a registered trademark symbol next to the Apple logo.
• Do not change the signature color.
• Never use an Apple channel signature as a decorative border or pattern.
• Do not link an Apple channel signature to your company’s identity by placing it in a shape or background field that is part of your identity.

Color Palette

• Apple channel signatures can be displayed only in all-black or all-white. When placing a signature on color backgrounds, use an all-white signature reversed out of the background color. Never place an Apple channel signature on a visually cluttered or patterned background.
• Resellers can display their Apple-provided authorization only in all-black or all-white. An Apple logo in gray is reserved for use by Apple and may appear on some channel assets provided by Apple. Never display your channel signature in gray.
• Do not reproduce the signature using any color other than black or white.
• Do not change the signature color.
• Do not add color to any portion of the Apple channel signature. The signature must appear in all-black or all-white.
• Display the signature in only all-black or all-white. Do not use color or color materials.
• The signature can be shown only in all-black or all-white. Never place the signature on a visually cluttered or patterned background.
• Do not use colored lights or filters to create a lighting effect on the signature.

Typography

• Apple uses a modified version of the Myriad font called Myriad Set Pro in Apple marketing materials. Myriad Set Pro should be used only in marketing materials and presentations provided to you by Apple. It cannot be used in your own or a third party’s marketing materials or presentations. Do not imitate Apple typography by using any version of Myriad in your communications.
• Use your company’s fonts in Apple-related communications and in-store displays. Emphasizing your company’s identity creates a stronger customer experience and helps avoid confusion.
• Do not imitate the typographic style of Apple communications.
• Do not change the font or alter the spacing between letters.
• Do not alter the typographic proportions. Do not place a registered trademark symbol next to the Apple logo.
• Do not imitate Apple typography on your stationery by using a Myriad font. Use your company’s own font and layout style.
• Typeset your channel authorization or certification in the same font and style as the surrounding text.
• Match the typographic style of your company’s communications. Do not imitate Apple typography.

Logo Usage

• Channel affiliates and certified individuals should never allow the Apple logo to stand alone in their communications.
• The Apple channel signature must always be smaller than your business or store identity and placed in a layout position that is secondary to that identity. Never use an Apple channel signature in place of your business or store identity.
• It is preferred that you use only one Apple signature on each page or surface of a communication where Apple products are shown and the reseller identity is displayed.
• If you have multiple authorizations from Apple, select the signature that is most clearly related to the communication’s content.
• Always use one of these approved configurations on your communications. Signature artwork is provided on ASW. Do not alter the artwork.
• Use only the artwork provided by Apple.
• The choice of signature configuration will depend on your layout. The one-line signature is used in promotions when there is ample horizontal layout space. The two-line signature is more compact. It can be used when both vertical space and horizontal space are limited. Use only the two-line signature on store signage; see Reseller Store Identity on pages 35–55.
• In the one-line signature, both the type and the Apple logo are clearly legible at a small size. It is ideal for horizontal layout space.
• Some layouts offer very limited space. The two-line signature is a compact configuration that fits in small spaces.
• Apple channel signatures can be displayed only in all-black or all-white. When placing a signature on color backgrounds, use an all-white signature reversed out of the background color. Never place an Apple channel signature on a visually cluttered or patterned background.
• Resellers can display their Apple-provided authorization only in all-black or all-white. An Apple logo in gray is reserved for use by Apple and may appear on some channel assets provided by Apple. Never display your channel signature in gray.
• The minimum clear space around the signature is equal to one-half the height of the Apple logo, measured from the top of the leaf to the lower edge. To create the greatest impact, allow even more space around your signature. Do not allow photos, typography, or other graphic elements to enter the minimum clear space area.
• The minimum signature size should be used only when layout space is extremely limited. Use the signature at a larger size whenever possible. Make sure the Apple channel signature is smaller than your store or company identity.
• For all Apple channel signatures, the minimum size is 8 mm in print and 35 pixels onscreen, measuring the height of the Apple logo. Allow minimum clear space as shown.
• In regions where the localized Apple channel signature is not available in a two-line configuration, the one-line signature can be used, following the same clear space requirements.

Tone And Messaging

• You can develop your own marketing messages that are specific to your business. Use the tone and style of your company’s communications; do not imitate Apple.
• Apple uses a modified version of the Myriad font called Myriad Set Pro in Apple marketing materials. Myriad Set Pro should be used only in marketing materials and presentations provided to you by Apple. It cannot be used in your own or a third party’s marketing materials or presentations. Do not imitate Apple typography by using any version of Myriad in your communications.
• Use your company’s fonts in Apple-related communications and in-store displays. Emphasizing your company’s identity creates a stronger customer experience and helps avoid confusion.
• Do not imitate the typographic style of Apple communications.
• On web pages, printed materials, and other communications that describe your company’s capabilities, you can refer to your Apple authorization in text. In body copy and headlines, include the name Apple along with your authorization or certification; for example, Apple Authorized Reseller, Apple Authorized Service Provider, or Apple Certified Associate.
• Capitalize each word in your authorization or certification—treat it as a title.
• Typeset your channel authorization or certification in the same font and style as the surrounding text.
• Use the full title of your authorization. Do not describe it in copy.
• If you have multiple authorizations from Apple, include the name Apple with each authorization. Use the complete name of each authorization. Do not shorten or abbreviate.
• When referring to your Apple authorization or certification in body copy or headlines, use the name Apple in English along with your authorization translated into the regional language. Use only the translated text that appears on the localized Apple channel signature artwork from Apple. Do not create your own translations or terms.
• Do not translate Apple or any other Apple trademark. Apple and other trademarks must appear only in English.
• Do not transliterate Apple or other Apple trademarks. For example, do not display the name Apple in katakana in Japanese.
• For languages that use uppercase and lowercase, match the case shown on the channel signature artwork from Apple.
• Spell out the full authorization each time it appears in text. Do not drop the name Apple or abbreviate the authorization.
• Apple product names must appear exactly as shown on the Apple Trademark List at http:// www.apple.com/legal/intellectual-property/trademark/appletmlist.html. For example, when using the name iPhone, iPad, or iPod touch in headlines or text, always typeset iPhone, iPad, or iPod touch with a lowercase i and an uppercase P followed by lowercase letters. Always set touch with a lowercase t. The names iPhone, iPad, and iPod touch should start with a lowercase i even when they are the first word in a sentence, paragraph, or title. Mac is always typeset with an uppercase M followed by lowercase letters. In the name Mac mini, the word mini is all lowercase.
• Do not refer to Apple devices generically as “smartphones” or “tablets.” Use the product names.
• Do not translate iPhone, iPad, iPod touch, Mac, or any other Apple trademark. Always set Apple trademarks in English, even when they appear within text in a language other than English. Do not transliterate an Apple trademark or render it phonetically. For example, do not display a trademark in katakana in Japanese.

Visual Style

• Apple channel signatures can be displayed only in all-black or all-white. When placing a signature on color backgrounds, use an all-white signature reversed out of the background color. Never place an Apple channel signature on a visually cluttered or patterned background.
• Resellers can display their Apple-provided authorization only in all-black or all-white. An Apple logo in gray is reserved for use by Apple and may appear on some channel assets provided by Apple. Never display your channel signature in gray.
• The minimum clear space around the signature is equal to one-half the height of the Apple logo, measured from the top of the leaf to the lower edge. To create the greatest impact, allow even more space around your signature. Do not allow photos, typography, or other graphic elements to enter the minimum clear space area.
• For all Apple channel signatures, the minimum size is 8 mm in print and 35 pixels onscreen, measuring the height of the Apple logo. Allow minimum clear space as shown.
• The minimum signature size should be used only when layout space is extremely limited. Use the signature at a larger size whenever possible. Make sure the Apple channel signature is smaller than your store or company identity.
• In regions where the localized Apple channel signature is not available in a two-line configuration, the one-line signature can be used, following the same clear space requirements.
• Apple uses a modified version of the Myriad font called Myriad Set Pro in Apple marketing materials. Myriad Set Pro should be used only in marketing materials and presentations provided to you by Apple. It cannot be used in your own or a third party’s marketing materials or presentations. Do not imitate Apple typography by using any version of Myriad in your communications.
• Use your company’s fonts in Apple-related communications and in-store displays. Emphasizing your company’s identity creates a stronger customer experience and helps avoid confusion.
• Do not imitate the typographic style of Apple communications.

Layout And Composition

• The choice of signature configuration will depend on your layout. The one-line signature is used in promotions when there is ample horizontal layout space. The two-line signature is more compact. It can be used when both vertical space and horizontal space are limited. Use only the two-line signature on store signage; see Reseller Store Identity on pages 35–55.
• In the one-line signature, both the type and the Apple logo are clearly legible at a small size. It is ideal for horizontal layout space.
• Some layouts offer very limited space. The two-line signature is a compact configuration that fits in small spaces.
• The minimum clear space around the signature is equal to one-half the height of the Apple logo, measured from the top of the leaf to the lower edge. To create the greatest impact, allow even more space around your signature. Do not allow photos, typography, or other graphic elements to enter the minimum clear space area.
• The minimum signature size should be used only when layout space is extremely limited. Use the signature at a larger size whenever possible. Make sure the Apple channel signature is smaller than your store or company identity.
• For all Apple channel signatures, the minimum size is 8 mm in print and 35 pixels onscreen, measuring the height of the Apple logo. Allow minimum clear space as shown.
• In regions where the localized Apple channel signature is not available in a two-line configuration, the one-line signature can be used, following the same clear space requirements.

Brand Architecture

• Apple trademarks and trade dress cannot be used in channel affiliate store or company names, web or social media site names, service names, or signage. Examples include the following: • Channel affiliate store names and company names cannot contain the names Apple, Mac, iPad, iPhone, iPod, Pod, or any other Apple trademarks (unless expressly authorized under separate license). • Channel affiliate locations may not use Apple-branded icons, terms associated with Apple-branded icons, or trade names developed for use exclusively by Apple Store locations, including the following: – Apple in conjunction with Camp (Apple Camp) – Apple in conjunction with Genius (Apple Genius) – Genius Bar – Mac in conjunction with Genius (Mac Genius) – One to One – Personal Shopping • Channel-affiliated store or marketing program logos cannot incorporate the Apple logo or any design containing an apple or detached leaf element.
• Do not imitate the proprietary look and feel of an Apple Store or Apple-branded programs. It must be clear to customers that your store is an independent channel affiliate.
• Follow the guidelines in this section to learn how to develop store exteriors and interiors, along with naming practices, that cannot be confused with Apple’s proprietary retail identity.
• On store exteriors, use only the two-line version of the Apple channel signature except in regions where a two-line signature configuration is not available. The signature can appear in all-black or all-white.
• For above-entrance storefronts or fascias, the two-line signature should be used at a ratio of 50 percent of the cap height of the reseller logotype, not to exceed a height of 400 mm or be less than 100 mm. If the channel signature is placed on a lower storefront near eye level, use the signature at 100 mm in height. These signature size requirements provide optimum visibility for a wide variety of storefronts. Do not use any other signature configurations or sizes on store exteriors.
• If your store exterior does not conform to these signature size requirements, plan to bring it into compliance whenever a facade refresh is implemented.
• In regions where a two-line signature configuration is not available, a one-line signature configuration can be used on store exteriors.
• Place one signature on the right side of your fascia or storefront. Do not use multiple signatures on a single storefront. Do not place the signature higher than your store logo.
• Display the signature in only all-black or all-white. Do not use color or color materials.
• Follow the clear space requirements for the signature on page 10.
• The two-line signature should be used at a ratio of 50 percent of the cap height of the reseller logotype, not to exceed a height of 400 mm or be less than 100 mm.
• Never use the Apple logo alone on your store exterior.
• Display your primary authorization from Apple. Display only one signature. For example, if Apple Authorized Service Provider is your only authorization from Apple, it can be displayed on your exterior facade.
• For standard facades, the minimum space between the reseller identity and the Apple channel signature is 2 meters.
• For short fascias, the minimum space between the reseller identity and the Apple channel signature is 200 mm.
• Use the Apple channel signature at SO percent of the reseller logotype, whether the fascia is vertical or horizontal.
• In regions where the two­line signature configuration is not available, use a one­line signature configuration at SO percent of the reseller logotype.
• Preferred alignment-two-line signature Align along base line.
• Alternate alignment-two-line signature Align centered.
• Preferred alignment-one-line signature in regions where a two-line signature is not available. Align along base line.
• Alternate alignment-one-line signature in regions where a two-line signature is not available. Align centered.
• Place the reseller identity above the main entrance. Do not use a one-line Apple channel signature except in regions where the two-line signature configuration is not available.
• Size the Apple channel signature at 50 percent of the cap height of the reseller name logotype. The signature should never exceed 400 mm in height and should never be smaller than 100 mm in height.
• The reseller identity cannot be smaller than the Apple channel signature.
• The Apple channel signature can be placed lower on the storefront, at approximately eye level. Do not place a signature below eye level. When placing the Apple channel signature lower on your facade, size the signature so that the Apple logo is 100 mm in height.
• Do not place the signature lower than eye level.
• Regardless of the size of your building or the size of your reseller logo, an Apple channel signature placed near eye level can be displayed in only one size-with the Apple logo at 100 mm in height.
• If other brands are also displayed, place the Apple channel signature near the other brand identities.
• When your Apple channel signature is placed near eye level, use the two-line signature with the Apple logo sized at 100 mm in height. In regions where the two-line signature configuration is not available, use a one-line signature configuration at 100 mm in height. Place the Apple channel signature near other brands that are also displayed. Regardless of the size of other brand logos, display the Apple channel signature only at 100 mm in height.
• For window clings, the Apple logo is 100 mm in height. See Store Exterior, Window Cling on page 43.
• The Apple channel signature can be used as a window or door cling to clearly identify your relationship with Apple to customers entering your store. Use only one cling for each doorway or entrance. Place the cling on the interior of a plain glass panel or on a glass door. Do not use an Apple window cling on glass that is textured, tinted, or filtered. Avoid clutter. Do not obscure the Apple window cling with other graphics, clings, or objects. Window clings provide maximum visibility with the white signature placed on a plain black background and displayed at eye level, as shown below. Follow the specifications on ASW to create your window cling, or use the window cling artwork provided by Apple in some regions.
• The window cling is produced at a size with the Apple logo at 100 mm in height.
• The Apple channel signature can be internally illuminated if it is part of a facade that includes internal illumination of the reseller identity. Always illuminate the full signature with neutral white light. The signature can be externally illuminated if the reseller identity is also externally illuminated. Do not use colored lights or filters to create a lighting effect on the signature.
• The signature can be illuminated only if the reseller identity is also illuminated. Always illuminate the full signature. Do not illuminate the Apple logo without also illuminating the Authorized Reseller logotype or other channel designation.
• For a dedicated service area within a larger store environment, the Apple Authorized Service Provider signature can be displayed at the entrance to the dedicated service area. The service provider identity must also be displayed. The signature must be placed below the service provider identity and be smaller than that identity. Comply with the graphic standards shown in these guidelines.

Digital Guidelines

• Apple channel signatures can be displayed only in all-black or all-white. When placing a signature on color backgrounds, use an all-white signature reversed out of the background color. Never place an Apple channel signature on a visually cluttered or patterned background.
• Resellers can display their Apple-provided authorization only in all-black or all-white. An Apple logo in gray is reserved for use by Apple and may appear on some channel assets provided by Apple. Never display your channel signature in gray.
• The minimum clear space around the signature is equal to one-half the height of the Apple logo, measured from the top of the leaf to the lower edge. To create the greatest impact, allow even more space around your signature. Do not allow photos, typography, or other graphic elements to enter the minimum clear space area.
• For all Apple channel signatures, the minimum size is 8 mm in print and 35 pixels onscreen, measuring the height of the Apple logo. Allow minimum clear space as shown.
• The minimum signature size should be used only when layout space is extremely limited. Use the signature at a larger size whenever possible. Make sure the Apple channel signature is smaller than your store or company identity.
• In regions where the localized Apple channel signature is not available in a two-line configuration, the one-line signature can be used, following the same clear space requirements.
• Apple uses a modified version of the Myriad font called Myriad Set Pro in Apple marketing materials. Myriad Set Pro should be used only in marketing materials and presentations provided to you by Apple. It cannot be used in your own or a third party’s marketing materials or presentations. Do not imitate Apple typography by using any version of Myriad in your communications.
• Use your company’s fonts in Apple-related communications and in-store displays. Emphasizing your company’s identity creates a stronger customer experience and helps avoid confusion.
• Do not imitate the typographic style of Apple communications.
• Do not alter Apple channel signature artwork in any way. Always use the complete electronic artwork provided by Apple.
• Never use the Apple logo alone in your communications.
• Do not remove the Apple logo from the signature artwork or alter the relationship of the elements in any way.
• Do not change the font or alter the spacing between letters.
• Do not incorporate the Apple channel signature into your company identity.
• Never create a new signature that combines the Apple logo with your business name.
• Do not reproduce the signature using any color other than black or white.
• Do not use logo artwork that has been rendered to look three-dimensional.
• Do not rotate or animate an Apple channel signature or make any of its elements three-dimensional.
• Do not add special effects to the signature such as shadows, reflections, or glows.
• Do not use the Apple logo alone in channel affiliate communications, including web pages.
• Do not alter the typographic proportions. Do not place a registered trademark symbol next to the Apple logo.
• Do not change the signature color.
• Never use an Apple channel signature as a decorative border or pattern.
• Do not link an Apple channel signature to your company’s identity by placing it in a shape or background field that is part of your identity.

Print Guidelines

• The minimum clear space around the signature is equal to one-half the height of the Apple logo, measured from the top of the leaf to the lower edge. To create the greatest impact, allow even more space around your signature. Do not allow photos, typography, or other graphic elements to enter the minimum clear space area.
• The minimum signature size should be used only when layout space is extremely limited. Use the signature at a larger size whenever possible. Make sure the Apple channel signature is smaller than your store or company identity.
• For all Apple channel signatures, the minimum size is 8 mm in print and 35 pixels onscreen, measuring the height of the Apple logo. Allow minimum clear space as shown.
• In regions where the localized Apple channel signature is not available in a two-line configuration, the one-line signature can be used, following the same clear space requirements.

Merchandise Guidelines

• The Apple channel signature must be accompanied by the reseller identity on any merchandise item. Submit merchandise proposals to your Apple representative for approval before production begins. Follow these guidelines when planning merchandise selections:
• • Never place an Apple logo alone on any merchandise item. Always use your Apple channel signature along with your company or store identity.
• • The Apple channel signature and reseller identity must be used in such a way that there is no implied endorsement by Apple of the manufactured item.
• • An Apple channel signature can be included with the reseller identity on high-quality keychains, mugs, pens, notebooks, and portfolios.
• • Apple never approves branded merchandise that can be associated with gambling, such as playing cards, dice, or betting tokens.
• • Apple never approves branded sports equipment such as golf clubs, sport balls, gloves, team jerseys, or racquets.
• • Sports-related merchandise, such as water bottles and baseball caps, can be produced in limited quantities.
• Apple-approved channel-branded merchandise can be given away at strategic events, such as store openings and major trade shows, to promote your affiliation with Apple.
• Merchandise that contains an Apple channel signature must not be sold by your store or business, and it must not be resold to or by a third party. Apple channel affiliates and their employees cannot sell or trade channel-branded merchandise.
• The Apple channel signature must be accompanied by the reseller identity on all merchandise, no matter how small the item. Follow the minimum size requirements on page 10. If both the reseller identity and the Apple channel signature cannot fit on an item, do not use the signature.

Event Guidelines

• Use your reseller identity to indicate sponsorship of or participation in events. On tiles, on web pages, and in copy that provide information about event sponsorship or participation, do not use the Apple channel signature; display only the reseller identity. A channel signature cannot be listed as an event sponsor.
• An Apple channel signature can be included only with content that explains the reseller’s background and capabilities, such as “about the sponsors” or “about us” pages. The signature cannot stand on its own as part of a listing of event sponsors, speakers, or participants.
• An Apple channel signature cannot be used to identify event sponsorship or participation.
• An Apple channel signature can be displayed only where reseller capabilities are described.

Vehicle Guidelines

• Only the Apple Authorized Service Provider signature or its equivalent for your region can be displayed on a vehicle that is used to service equipment. Use only one signature on each side of the vehicle. Your company identity must also be displayed on each side of the vehicle. Do not place the Apple Authorized Service Provider signature on the front or back of the vehicle unless it is the only place your company identity is displayed.
• Do not place the signature on a nonservice vehicle or a company vehicle used for general transportation. Keep in mind that the Apple logo can signal that the vehicle contains computer equipment, making the vehicle more susceptible to burglary.
• Do not place the signature on bicycles, mobile kiosks, or other mobile sales or delivery mechanisms. Do not place the Apple logo alone on a vehicle. Only the Authorized Service Provider signature or regional equivalent can be placed on a service vehicle, along with your company identity.
• On vehicles, use the Authorized Service Provider signature or your regional equivalent at a minimum size of 40 mm and maximum size of 80 mm in height. Use only the signature artwork provided by Apple.

Store Exterior Guidelines

• On store exteriors, use only the two-line version of the Apple channel signature except in regions where a two-line signature configuration is not available. The signature can appear in all-black or all-white.
• For above-entrance storefronts or fascias, the two-line signature should be used at a ratio of 50 percent of the cap height of the reseller logotype, not to exceed a height of 400 mm or be less than 100 mm. If the channel signature is placed on a lower storefront near eye level, use the signature at 100 mm in height. These signature size requirements provide optimum visibility for a wide variety of storefronts. Do not use any other signature configurations or sizes on store exteriors.
• If your store exterior does not conform to these signature size requirements, plan to bring it into compliance whenever a facade refresh is implemented.
• In regions where a two-line signature configuration is not available, a one-line signature configuration can be used on store exteriors.
• Your store exterior is the first experience customers will have with your store identity. If materials selection is an option, choose materials that align with your store’s identity. Do not imitate an Apple Store. Avoid the use of stainless steel on your exterior. Stainless steel is part of the proprietary look and feel of an Apple Store.
• If color selection is an option, choose a color for your storefront to help establish your brand’s identity. Note: Black storefronts are reserved for Apple Premium Resellers only.
• Always center your reseller or store logo within the overall width of the store fascia.
• Place one signature on the right side of your fascia or storefront. Do not use multiple signatures on a single storefront. Do not place the signature higher than your store logo.
• Display the signature in only all-black or all-white. Do not use color or color materials.
• Follow the clear space requirements for the signature on page 10.
• The two-line signature should be used at a ratio of 50 percent of the cap height of the reseller logotype, not to exceed a height of 400 mm or be less than 100 mm.
• Never use the Apple logo alone on your store exterior.
• Display your primary authorization from Apple. Display only one signature. For example, if Apple Authorized Service Provider is your only authorization from Apple, it can be displayed on your exterior facade.
• For standard facades, the minimum space between the reseller identity and the Apple channel signature is 2 meters.
• For short fascias, the minimum space between the reseller identity and the Apple channel signature is 200 mm.
• Use the Apple channel signature at SO percent of the reseller logotype, whether the fascia is vertical or horizontal.
• In regions where the two­line signature configuration is not available, use a one­line signature configuration at SO percent of the reseller logotype.
• Preferred alignment-two-line signature Align along base line.
• Alternate alignment-two-line signature Align centered.
• Preferred alignment-one-line signature in regions where a two-line signature is not available. Align along base line.
• Alternate alignment-one-line signature in regions where a two-line signature is not available. Align centered.
• Preferred vertical alignment Align left.
• Alternate vertical alignment Align centered.
• Place the reseller identity above the main entrance. Do not use a one-line Apple channel signature except in regions where the two-line signature configuration is not available.
• Size the Apple channel signature at 50 percent of the cap height of the reseller name logotype. The signature should never exceed 400 mm in height and should never be smaller than 100 mm in height.
• The reseller identity cannot be smaller than the Apple channel signature.
• The Apple channel signature can be placed lower on the storefront, at approximately eye level. Do not place a signature below eye level. When placing the Apple channel signature lower on your facade, size the signature so that the Apple logo is 100 mm in height.
• Do not place the signature lower than eye level.
• Regardless of the size of your building or the size of your reseller logo, an Apple channel signature placed near eye level can be displayed in only one size-with the Apple logo at 100 mm in height.
• If other brands are also displayed, place the Apple channel signature near the other brand identities.
• When your Apple channel signature is placed near eye level, use the two-line signature with the Apple logo sized at 100 mm in height. In regions where the two-line signature configuration is not available, use a one-line signature configuration at 100 mm in height. Place the Apple channel signature near other brands that are also displayed. Regardless of the size of other brand logos, display the Apple channel signature only at 100 mm in height.
• For window clings, the Apple logo is 100 mm in height. See Store Exterior, Window Cling on page 43.
• The Apple channel signature can be used as a window or door cling to clearly identify your relationship with Apple to customers entering your store. Use only one cling for each doorway or entrance. Place the cling on the interior of a plain glass panel or on a glass door. Do not use an Apple window cling on glass that is textured, tinted, or filtered. Avoid clutter. Do not obscure the Apple window cling with other graphics, clings, or objects. Window clings provide maximum visibility with the white signature placed on a plain black background and displayed at eye level, as shown below. Follow the specifications on ASW to create your window cling, or use the window cling artwork provided by Apple in some regions.
• The window cling is produced at a size with the Apple logo at 100 mm in height.
• The Apple channel signature can be internally illuminated if it is part of a facade that includes internal illumination of the reseller identity. Always illuminate the full signature with neutral white light. The signature can be externally illuminated if the reseller identity is also externally illuminated. Do not use colored lights or filters to create a lighting effect on the signature.
• The signature can be illuminated only if the reseller identity is also illuminated. Always illuminate the full signature. Do not illuminate the Apple logo without also illuminating the Authorized Reseller logotype or other channel designation.
• For a dedicated service area within a larger store environment, the Apple Authorized Service Provider signature can be displayed at the entrance to the dedicated service area. The service provider identity must also be displayed. The signature must be placed below the service provider identity and be smaller than that identity. Comply with the graphic standards shown in these guidelines.
• Sometimes exterior signage requires a variance from local building codes or does not conform to standard sign practices. Here are some examples that may require a nonconforming sign solution: • Building codes may restrict signage to protect historic buildings. • Historic shopping districts may prohibit certain types of signs. • Design guidelines in local retail zones may require all stores to comply with a particular sign style, color, or material. • Multi-tenant buildings may require compliance with the building’s sign style. • The building shape may be unusual. • The area available for primary signage may be an unusual shape or size. • Sign visibility may be obstructed. • Primary flow of pedestrian or street traffic may make the sign difficult to see.
• If you have questions when planning a nonconforming sign, contact your Apple representative for assistance. Include a description of the sign location and list any requirements that must be met. Provide a complete overview including drawings and photos of the proposed site.
• Make sure you have received permission from local building authorities before proceeding with a nonconforming sign solution.
• Follow the instructions provided in the product asset kits on ASW when planning your window displays or window posters. Do not produce large-scale Apple product mock-ups or other graphics made from Apple product forms. Do not dress LED plasma displays to look like Apple products. Use only Apple assets provided on ASW and designated for store window display.

Store Interior Guidelines

• When planning and developing a fixture system for displays, select forms, materials, and colors that align with your store identity. Do not create fixtures that infringe on Apple’s proprietary retail identity.
• Create fixtures that are easy for your customer to approach. Make sure there is ample surface space to display products in an uncluttered manner. Incorporate a plan for electrical cord management. It is distracting for customers to see a tangle of cords around product displays. Take into account the flow and direction of customer movement within your store. Allow ample space for several customers to linger at the fixture while not blocking the movement of other customers. Do not add unnecessary decorative details.
• In addition to the materials listed below, channel affiliates cannot use: • Backlit horizontal translucent graphic panels • Staircases in glass or transparent material
• Select materials that are durable and easy to maintain. Apple products display well on smooth, solid surfaces. Do not replicate the materials used on Apple fixtures.
• Avoid these materials: Maple hardwood Oak hardwood Stainless steel
• The color of your fixtures should align with and complement the look and feel of your store and your unique retail environment. Generally, Apple products display well on white surfaces, allowing the products to be the focal point. The use of white on product display surfaces is recommended whenever possible. Do not use colors that overwhelm the Apple products.
• Apple’s proprietary store identity is expressed in the Apple Store, Apple Premium Reseller stores, Apple Shop Program stores, and other Apple-branded channel programs. Channel affiliate stores cannot use fixture forms developed exclusively for these Apple programs. The elements of the Apple Premium Reseller proprietary fixture systems shown below cannot be replicated in a channel affiliate store.
• Do not use these Apple proprietary elements: Round table in white Fine line oak flooring Parsons table in natural maple Parsons table in oak Inline gondola in black/maple Inline table in black/maple Inline free-standing fixtures in maple/stainless steel Free-standing wall in maple/stainless steel Product table in natural maple Consultation bar in maple with black stools Free-standing wall in maple/stainless steel Brand wall in black Brand wall in stainless steel White metal gondola endcap with solid-surface shelf White metal wall bay with solid-surface shelf White/gray free-standing fixture with solid-surface shelf White metal gondola inline topper with solid-surface shelf White metal free-standing wall with solid-surface shelf White metal playtable endcap with solid-surface shelf White/gray table with solid-surface top
• Apple provides channel affiliates with a variety of point-of-sale (POS) materials. These items may include banners, posters, brochures, and promotional merchandise. Always use the materials as provided; do not alter them in any way. Do not reuse design or text elements from these materials in your communications. Do not copy the layout of Apple communications when designing your own communications. Never use images or marketing layouts from Apple’s website at www.apple.com.
• When a new product is released, it is the affiliate’s responsibility to remove previous products and outdated marketing materials from the retail area. Do not display outdated graphics.
• You can display an Apple logo alone only if it has been provided by Apple as part of an Apple-produced POS display. Do not add a channel signature to a POS item that already includes an Apple logo. There can be only one Apple logo in a communication.
• Never place an Apple logo in your own communications. Instead, use your Apple channel signature.
• In some regions, Apple provides custom display fixtures. These fixtures are reserved for the display of specific Apple products. Products from another company cannot be displayed in Apple-provided custom fixtures. The only exception is third-party accessories that are directly related to the Apple product on display.
• Store posters designed by the channel affiliate should focus on the reseller identity and clarify its value proposition. You can complement your interior displays with Apple­provided posters, but make sure the Apple-provided posters are not confused with reseller graphics. Apple-provided posters can be placed beside reseller messages, but they cannot be incorporated into the layout of those messages.
• Product presentation and merchandising guidelines available on ASW provide informa­tion on creating product-specific displays. To complement product merchandising, resellers can create their own POS product and pricing signs using the asset kits provided on ASW.
• Some channel affiliate interior retail spaces are organized with multi-brand concessions, displaying all products from each brand in a dedicated space. Usually these spaces are defined by brand signage in consecutive, equal-size displays. A specially designed channel signature is available for use only in multi-brand concession displays; see Store Interior, Multi-brand Concessions Signature on page 53.
• Use only one multi-brand signature on a concession. Size the signature so that the Apple logo within the signature is either 200 mm high on headers or 100 mm high on surfaces at or below eye level. The signature should be made with materials that match the other brands on display. The Apple identity should not stand out. For example, do not illuminate the Apple signature unless the other brands are also illuminated.
• On headers, use the multi-brand concessions signature with the Apple logo in the signature sized at 200 mm high.
• When brand signage is placed at eye level or lower, use the multi-brand concessions signature with the Apple logo in the signature sized at 100 mm high.
• A specially designed Apple channel signature is available for use only on multi-brand concession displays. Never use this version of the Apple channel signature on other reseller communications. It is designed to be used exclusively on multi-brand concessions. Do not use this signature in a single-brand space or a space that is organized by product category rather than brand.
• Never use the Apple logo alone. Always include your reseller designation as part of the signature artwork.
• The signature can be shown only in all-black or all-white. Never place the signature on a visually cluttered or patterned background.
• The minimum clear space around the signature is equal to one-half the height of the Apple logo. To create the greatest impact, allow even more space around your signature. Do not allow other graphic or architectural elements to enter the minimum clear space area. Size the multi-brand concessions signature with the Apple logo at 200 mm or 100 mm in height; see Store Interior, Multi-brand Concessions Signage on page 52. Do not display the signature at any other size.
• Never use the signature designed for multi­brand concessions on any other reseller communications. It is for use exclusively on multi-brand concessions signage.
• It is a well-known retail principle that clear, uncluttered spaces allow customers to access product displays more easily. Use interior signage only if you have plenty of wall space and can provide a plain white unobstructed wall for the signs.
• Do not display the Apple channel signature inside your store. Never display the Apple logo alone in your store. Your store identity can be displayed alone, or it can be accompanied by your channel authorization in text using the typographic style of your company’s communications. Follow the recommended layout shown below, with the authorization in white reversed out of a horizontal black bar below the reseller identity.
• Use standard sign materials such as acrylic, Perspex, or Plexiglas. Illumination, if used, should be cast evenly across the entire sign surface using neutral white light. The Apple authorization text can be internally illuminated only if the reseller identity is also internally illuminated. Do not use colored lights or filters to create a lighting effect on the Apple authorization.
• Place only one interior sign in a store area on a plain white unobstructed wall, away from displays or promotional graphics.
• On interior signs, promote your authorization only with text. Always spell out the word Apple. When designing a new sign, use the recommended configuration shown here— white text reversed out of a black bar placed at the lower edge of the sign below your store identity. The black bar cannot exceed 100 mm in height. Match the typographic style of your company’s communications. Do not imitate Apple typography.
• Do not place the Apple channel signature on an interior sign. Show your authorization in text only, or display only your store identity.
• For temporary promotions such as product launches, banners can be used to display a promotional message along with the store identity. The Apple channel signature cannot be displayed on store banners. Do not use banners for permanent signage. Banners should be used only for temporary promotions. Do not place a large number of banners around the interior of the store. Both horizontal and vertical banners must conform to these requirements.
• Do not include the Apple channel signature when the reseller identity is featured on an interior banner.
• Do not display the Apple channel signature alone on a banner.

Multi Brand Concessions Guidelines

• Some channel affiliate interior retail spaces are organized with multi-brand concessions, displaying all products from each brand in a dedicated space. Usually these spaces are defined by brand signage in consecutive, equal-size displays. A specially designed channel signature is available for use only in multi-brand concession displays; see Store Interior, Multi-brand Concessions Signature on page 53.
• Use only one multi-brand signature on a concession. Size the signature so that the Apple logo within the signature is either 200 mm high on headers or 100 mm high on surfaces at or below eye level. The signature should be made with materials that match the other brands on display. The Apple identity should not stand out. For example, do not illuminate the Apple signature unless the other brands are also illuminated.
• On headers, use the multi-brand concessions signature with the Apple logo in the signature sized at 200 mm high.
• When brand signage is placed at eye level or lower, use the multi-brand concessions signature with the Apple logo in the signature sized at 100 mm high.
• A specially designed Apple channel signature is available for use only on multi-brand concession displays. Never use this version of the Apple channel signature on other reseller communications. It is designed to be used exclusively on multi-brand concessions. Do not use this signature in a single-brand space or a space that is organized by product category rather than brand.
• Never use the Apple logo alone. Always include your reseller designation as part of the signature artwork.
• The signature can be shown only in all-black or all-white. Never place the signature on a visually cluttered or patterned background.
• The minimum clear space around the signature is equal to one-half the height of the Apple logo. To create the greatest impact, allow even more space around your signature. Do not allow other graphic or architectural elements to enter the minimum clear space area. Size the multi-brand concessions signature with the Apple logo at 200 mm or 100 mm in height; see Store Interior, Multi-brand Concessions Signage on page 52. Do not display the signature at any other size.
• Never use the signature designed for multi­brand concessions on any other reseller communications. It is for use exclusively on multi-brand concessions signage.

Editorial Guidelines

• On web pages, printed materials, and other communications that describe your company’s capabilities, you can refer to your Apple authorization in text. In body copy and headlines, include the name Apple along with your authorization or certification; for example, Apple Authorized Reseller, Apple Authorized Service Provider, or Apple Certified Associate.
• Capitalize each word in your authorization or certification—treat it as a title.
• is an Apple Authorized Reseller located in the city center.
• is an Apple authorized reseller located in the city center.
• Typeset your channel authorization or certification in the same font and style as the surrounding text.
• is an Apple Authorized Service Provider located in the financial district.
• Use the full title of your authorization. Do not describe it in copy.
• is an Apple Authorized Service Provider specializing in complete Mac service for the small business community.
• is authorized by Apple to provide complete Mac service.
• If you have multiple authorizations from Apple, include the name Apple with each authorization. Use the complete name of each authorization. Do not shorten or abbreviate.
• is an Apple Authorized Reseller and Apple Authorized Service Provider.
• is an Apple Authorized Reseller and Service Provider.
• When referring to your Apple authorization or certification in body copy or headlines, use the name Apple in English along with your authorization translated into the regional language. Use only the translated text that appears on the localized Apple channel signature artwork from Apple. Do not create your own translations or terms. For example, in Japanese copy say “Apple .” In French copy say “Apple Revendeur Agréé.”
• Do not translate Apple or any other Apple trademark. Apple and other trademarks must appear only in English.
• Do not transliterate Apple or other Apple trademarks. For example, do not display the name Apple in katakana in Japanese.
• For languages that use uppercase and lowercase, match the case shown on the channel signature artwork from Apple.
• Apple Revendeur Agréé
• Apple revendeur agréé
• Spell out the full authorization each time it appears in text. Do not drop the name Apple or abbreviate the authorization.
• Revendeur Agréé
• ARA
• Apple product names must appear exactly as shown on the Apple Trademark List at http:// www.apple.com/legal/intellectual-property/trademark/appletmlist.html. For example, when using the name iPhone, iPad, or iPod touch in headlines or text, always typeset iPhone, iPad, or iPod touch with a lowercase i and an uppercase P followed by lowercase letters. Always set touch with a lowercase t. The names iPhone, iPad, and iPod touch should start with a lowercase i even when they are the first word in a sentence, paragraph, or title. Mac is always typeset with an uppercase M followed by lowercase letters. In the name Mac mini, the word mini is all lowercase.
• Do not refer to Apple devices generically as “smartphones” or “tablets.” Use the product names.
• Do not translate iPhone, iPad, iPod touch, Mac, or any other Apple trademark. Always set Apple trademarks in English, even when they appear within text in a language other than English. Do not transliterate an Apple trademark or render it phonetically. For example, do not display a trademark in katakana in Japanese.
• Use the correct trademark symbols and credit lines for the Apple trademarks used in your communications. See Trademark symbols and credit lines on page 62.

Trademark Guidelines

• Apple channel affiliates and Apple-certified individuals must comply with these guidelines, notwithstanding anything to the contrary in the “Guidelines for Using Apple Trademarks and Copyrights” at www.apple.com/legal/intellectual-property/guidelinesfor3rdparties.html.
• Apple channel signatures as described in these guidelines cannot be used in any manner that falsely suggests an association with Apple or is likely to reduce, diminish, or damage the goodwill, value, or reputation associated with the Apple Store or Apple itself.
• When using Apple trademarks in headlines or text, always spell and capitalize them as shown on the Apple Trademark List at www.apple.com/legal/intellectual-property/trademark/appletmlist.html. For example, when using the name iPhone, iPad, or iPod, always typeset iPhone, iPad, or iPod with a lowercase i and an uppercase P followed by lowercase letters. For iPod touch, always set touch with a lowercase t. The name iPhone, iPad, or iPod should start with a lowercase i even when it is the first word in a sentence, paragraph, or title. Never set Mac in all capital letters. Use an uppercase M followed by lowercase letters.
• Do not translate any Apple trademarks in headlines, body copy, or spoken communications. Do not translate portions of the trademark, such as pad within iPad. Always use Apple trademarks in English, even when they appear within text or spoken communications in a language other than English. Do not render a trademark phonetically; do not transliterate a trademark, such as using katakana in Japanese.
• Never translate the name Apple. Typeset Apple in English even when it appears in headlines, text, or spoken communications in a language other than English. The legal company name, Apple Inc., is reserved for legal documents; in customer communications, simply use the name Apple.
• In communications distributed only in the United States, the appropriate symbol (™, SM , or ®) must follow each Apple trademark or service mark the first time it appears in text—for example: iPad® iTunes® iPhone® Lightning® iPod touch® Mac®
• Refer to the Apple Trademark List at www.apple.com/legal/intellectual-property/trademark/appletmlist.html for the correct trademark symbol.
• Do not add a trademark symbol to the channel signature artwork provided by Apple.
• In all regions, include credit lines in all communications, listing only the Apple trademarks that appear in your communication. Always list Apple and the Apple logo first; for example: Apple, the Apple logo, Mac, MacBook Air, and MacBook Pro are trademarks of Apple Inc., registered in the U.S. and other countries.
• Place the trademark credit lines with other legal notices in your communications. With Apple’s approval, a translation of the legal notice and credit lines (but not the trademarks) can be used in materials distributed outside the U.S. Never translate an Apple trademark.
• In iPhone communications distributed in Japan, the following credit line must be included: The trademark “iPhone” is used with a license from Aiphone K.K.
• For complete information, visit “Guidelines for Using Apple Trademarks and Copyrights” at www.apple.com/legal/intellectual-property/guidelinesfor3rdparties.html.

Promotion Insights

Color Analysis

Statistics computed across 3745 images

Tone Distribution

Sample Images

Image 1

New Year’s Resolution #4: Replay @Mistwalker’s Fantasian from start to finish. And then do it again. Adventure on:

Attributes:

• Caption: A video game scene with a fire monster and three people
• Keywords: monster, fire, video game, people, action, adventure, fantasy, RPG, digital art, animation, characters, battle, magic, teamwork, strategy, gameplay, computer, screen, vivid, vibrant

Image 2

New Year’s Resolution #4: Replay @Mistwalker’s Fantasian from start to finish. And then do it again. Adventure on:

Attributes:

• Caption: A group of people are fighting a dragon in a video game
• Keywords: dragon, video game, characters, battle, monster

Image 3

New Year’s Resolution #1: Defeat Dracula’s army in @Konami’s Castlevania: Grimoire of Souls. Join us:

Attributes:

• Caption: A video game with a purple explosion and 4 minutes left.
• Keywords: video game, purple explosion, 4 minutes left, action, adventure, characters, enemies, fighting, teamwork, strategy, time, score, challenge, gameplay, screen shot, digital art, RPG, fantasy, darkness, light, battle, war

Image 4

⚔️ Dead Cells+ Update Battle through new biomes and take on powerful enemies aiming to rob you of your gold in the Break the Bank update! Ready to give it a try? New accessibility and difficulty options mean anyone can jump into the fun. Break free:

Attributes:

• Caption: A man sitting on a pile of gold coins while using a cell phone.
• Keywords: man, gold, coins, cell phone, pile, sitting, hat, beard, pipe, chain, dog, monkey, treasure, money, riches, wealth, cartoon, illustration, comic, humor, entertainment

Image 5

🏆 Introducing the Apple Arcade Top Games of 2022. Find out what makes these the most popular games of the year. #AppStoreAwards Play now:

Attributes:

• Caption: A collection of video game icons on a red background.
• Keywords: video game, icons, red background, cartoon, characters, sports, action, adventure, puzzle, racing, strategy, arcade, indie, retro, mobile, app, game app, game icons

Image 6

🏆 Introducing the Apple Arcade Top Games of 2022. Find out what makes these the most popular games of the year. #AppStoreAwards Play now:

Attributes:

• Caption: A collage of different games on a red background
• Keywords: game, video game, red, collage, sports game, angry birds, sports, nba, basketball, soccer, mario, cartoon, characters, video game characters, characters, sports team, sports ball, sports glove

Image 7

Dead Cells+ isn’t just a critically acclaimed roguelike with near-infinite replayability and tremendously fun gameplay. It’s also ridiculously pretty. Seriously, look at this. Look at it!

Attributes:

• Caption: A video game with a character standing on a ledge and another character below
• Keywords: video game, character, ledge, below, pink, purple, flowers, stairs, sword, armor, action, adventure, platformer

Image 8

Dead Cells+ isn’t just a critically acclaimed roguelike with near-infinite replayability and tremendously fun gameplay. It’s also ridiculously pretty. Seriously, look at this. Look at it!

Attributes:

• Caption: A game with a purple background and a red circle in the middle with a fire under it.
• Keywords: game, purple, red, circle, fire, action, adventure, characters, enemies, fighting, platform, underground, fantasy, magic, teamwork, strategy

Image 9

Dead Cells+ isn’t just a critically acclaimed roguelike with near-infinite replayability and tremendously fun gameplay. It’s also ridiculously pretty. Seriously, look at this. Look at it!

Attributes:

• Caption: A video game with a person in a red cape
• Keywords: video game, person, red cape, action, adventure, sword, shield, purple, blue, green, dark, light, water, clouds, rain, platform, rope, ladder, bridge, waterfall

Image 10

Dead Cells+ plays great on a touch screen, but if you want to take it for a spin with a controller, we got you covered. Here’s how to set up your 🎮:

Attributes:

• Caption: A man standing in front of a door
• Keywords: door, man, light, dark, dungeon, castle, cell, sword, shield, armor, wall, stone, window, torch, key, rope, chain, lock

… and 3735 more images

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