AVG

Official Websites

• https://www.avg.com
• https://support.avg.com
• https://account.avg.com
• https://myaccount.avg.com
• http://www.avast.com
• https://www.avg.com/en-us/homepage
• https://www.avg.com/tr-tr/homepage
• https://www.avg.com/en-gb/homepage

Brand Guidelines

2018

Brand Summary

Mission

• To be your online bodyguard by creating simple, automated online security for families, individuals, and businesses. Products that take responsibility for securing online lives, giving people the time and freedom they need to live it [^1].

Core Values

• Simplicity
• Reducing complexity
• Commitment to a safer tomorrow
• Responsibility for user security
• Optimism
• Expertise

Target Audience

• Families, individuals, and business owners who want easy, reliable online security without needing to be experts. Includes consumers who value simplicity and unobtrusiveness, and small business owners or IT managers with limited time and resources [^2].

Personality Traits

• Friendly
• Cheerful
• Carefree
• Empathetic
• Direct
• Trustworthy
• Positive

Visual Identity Overview

• Bright, fresh, and optimistic palette; natural, vibrant, and simple photography with people front and center; modern, clean typography (Roboto and Arial); consistent logo usage with clear guidelines; visual style emphasizes clarity, positivity, and authenticity [^3].

Categories

Brand Voice

• Ask yourself: what does the user need to know to feel safe, carefree, and confident? Anything that doesn’t hit these three points, shouldn’t live in your copy. Period.
• Be direct, easy to understand, and empathetic
• Acknowledge the problems people face
• Instill empathy, not judgement, or fear
• Use layman’s terms
• Create metaphors
• Build trust in our expertise
• Stay away from unnecessary details
• Give back the most valuable thing we can: time, for people to use their own way
• And while some people are interested in security enough to learn how to remove ransomware or undo the damage done by Trojans, our customers are more interested in their lives being made easier. So get to the point. And fast. Tell people what we can do for them, and then do it. The less they have to do, the better.

Brand Imagery

• Natural, vibrant, and simple, our photography places people front and center. It feels bright and familiar, like a moment we could easily happen upon in our day.
• To help distinguish AVG photography from other brands, and from lifestyle and business photography in general, all AVG photography achieves three primary goals: 1. It expresses our brand values of simplicity, optimism, and expertise. 2. It tells a story that our customers can identify with. 3. It conveys emotion by depicting human, relatable moments in our customers’ lives.
• Our 2019 lifestyle imagery enforces brand recognition by taking inspiration from the AVG color scheme. By carefully selecting imagery that already contains base AVG tones, we touch up our photography further to subconsciously evoke AVG brand colors. This distinguishes AVG from the vast majority of competitors using the same tired, stock images
• In addition to the broader brand guidelines above, use the following as a checklist when creating and selecting shots. ### Positivity True to our brand, our photography conjures up good feelings. We focus on everyday life that’s simply going great in a variety of settings, whether it’s in a home, an office, or somewhere in between. ### People, not Devices While we do feature our products in our photography, please note that devices primarily play a supporting role. People are the stars, and they are enjoying themselves. We want to see their faces and their expressions. However, there are occasional exceptions to this rule. For example, we may want to feature what is on the screen of a device while a person is using it, such as in a series of photos where we are taking our audience on a visual journey across a user scenario. In these cases, we include the device to show the image on the screen while also including enough of the user to provide natural context and to preserve the flow of the story. ### Relevancy When appropriate, our photo compositions depict people using our products. For example, in a photo that is intended for one of our product pages, we may be able to see the home screen of AVG Zen on a tablet. Consider who is using the product and what they are using it for to help determine the best setting and tone. ### Story With a little imagination, it’s easy to see what the subject or subjects are up to, and how our product fits into their story. For example, we may feature a photo of a couple who are sightseeing and using a device to map out their next stop. ### Empathy We want people to look at a photo and feel like they can see a bit of themselves in it, or at least something that feels like a familiar part of their daily life. ### Authenticity We want our photos to feel like a little snapshot of life. Specifically, we steer clear of propping devices into our shots in any way that looks contrived. We make sure to show people using them in ways that we might use them ourselves. ### Context We differentiate between the photographs we use for hero images and the photographs we use for blogs, social media, and other general news items. In other words, an image that may work well for marketing may not work well for a blog—and vice versa. While our emphasis is typically on photography that can be used for a hero image, we will also use close-ups, half-details, and three-quarter compositions as needed. ### Clarity There’s a simplicity to our compositions. While we look for opportunities to add visual interest, we exclude jarring details or overly aggressive elements that could distract the viewer’s attention from the story we want to tell. ### Bright In addition to creating an overall positive atmosphere, the tone of our photography is bright. In execution, this means that we use light to contribute to the atmosphere of the photograph while avoiding too many shadows, and that we look for combinations of colors that evoke a vibrant look and feel. In short, “bright” doesn’t necessarily mean “white.” We don’t need to use white props, backgrounds, and clothes to achieve this effect.
• Across all of our photography, there are certain layouts and executions that should be avoided. Likewise, there are certaintypes of imagery and subject matter that must not be used at all. ### Avoid the unnatural and contrived We want our imagery to be positive but nobody is that delighted to be doing online banking! And remember overly posed images are not real world or natural. ### Visual metaphors Avoid cliched imagery at all costs, they do not represent our brand values and can slow down rather than speed up the message we are trying to convey. ### Scary pictures While bad things can happen, we avoid illustrating them with imagery that instills fear or that causes upset ### Montages It can be tempting to use montages when trying to communicate multiple messages, but it is likely to result in confusion and loss of clarity.

Color Palette

• Our palette is bright, fresh, and full of optimism -exactly the feelings we want to associate with AVG.
• Primary colors Consumer Business Auxiliary colors AVG Green AVG Blue Pantone C Pantone C AVG Red 7481 C 2727 C LAN@IM Pantone C CMYK CMYK 185 C C77 M49 YO KO CMYK RGB C2 MlOO Y92 KO R42 Gl25 B225 RGB HTML R234 GO B41 2A7DE1 HTML HTML’ EA0029 FEB600 Status Red Reaal} HTML EE4466 Status colors Designated for status AVG Green AVG Blue AVG Yellow indication on UI HTML 44CC88 HTML 33AAEE HTML FFB910
• Complementary colors HTML CMYK HTML CMYK HTML CMYK HTML CMYK 4D5566 C73 M6l Y43 K23 B2B2B2 C31 M25 Y25 KO BBClCC C27M18Y13KO I EBECFO C6 M5 Y3 KO HTML CMYK HTML CMYK HTML CMYK D6DAEO Cl5MlOY7KO F5F6F7 C3 Ml Yl KO D9D9D9 Cl4MlOYll KO

Typography

• Primary font: Roboto
• Roboto’s clean, readable lines respect our customers’ desire for simplified communications, while having just enough character that everyone will enjoy reading it.
• Roboto is fresh, modern and designed to support all media.
• Roboto is a neo-grotesque sans-serif typeface developed by Google, originally as the system font for its mobile operating system Android. Google describes the font as “modern, yet approachable” and “emotional”.
• Roboto Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#?!@$&°*
• Roboto Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#?!@$&°*
• Roboto Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#?!@$&°*
• Roboto Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#?!@$&°*
• Roboto Thin ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#?!@$&°*
• Secondary font: Arial
• Arial is a typeface designed specifically for digital use. Great at small sizes and compatible with all operating systems, Arial is an alternative to AVG Sans in all situations where AVG Sans cannot be used.
• We use Arial for all online text with the exception of headings sized over 15px which can use AVG Sans.
• Arial is also our default replacement for AVG Sans in all PowerPoint applications and for the body of letters, envelopes, and mailing labels.
• Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#?!@$&°*
• Arial Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#?!@$&°*
• Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#?!@$&°*

Logo Usage

• To be used ideally on a white or light background. The elements that comprise our logo must not be changed, recreated, distorted, or separated in any way. There is no tag line associated with the AVG logo.
• The exclusion zone is based on the height of the “G” in the AVG wordmark. No other design elements should encroach on this area.
• The minimum size at which the AVG logo can be produced is governed by its width, which should never be less than 15 mm for print-based applications, and 42 pixels for on-screen applications. However, you should always look to present our logo in as clear and prominent a way as possible.
• When we print the logo on promotional merchandise, we require that you use the primary logo in a correct choice of colors. In instances where the primary logo cannot be used for technical reasons, we can choose from the following options.
• Solid black: This version will be used to create a plate or dye for single color reproduction, embossing, etching, etc.
• Take a few moments to understand what’s OK and what’s not.
• Avoid embellishments: No drop shadows, no moving or resizing elements, no changing color. Also, please don’t change the size relationship between any of the elements or add additional components such as product names.
• Retain logo proportions: However tempting it is, don’t distort, stretch, or rotate the AVG logo in order to make it work within your layout -there’s always another way.
• Protect legibility: Please don’t place our logo on colors or backgrounds that obscure it and make it hard to read such as red.
• Our logo is one entity: Never break it up and never use either the symbol or the AVG word mark in isolation.

Tone And Messaging

• Sometimes, space is limited. If you say nothing else, remember to convey powerful protection, simplicity, dedication to family, and warmth.
• Ask yourself: what does the user need to know to feel safe, carefree, and confident? Anything that doesn’t hit these three points, shouldn’t live in your copy. Period.
• And while some people are interested in security enough to learn how to remove ransomware or undo the damage done by Trojans, our customers are more interested in their lives being made easier. So get to the point. And fast. Tell people what we can do for them, and then do it. The less they have to do, the better.
• Checklist • Be direct, easy to understand, and empathetic • Acknowledge the problems people face • Instill empathy, not judgement, or fear • Use layman’s terms • Create metaphors • Build trust in our expertise • Stay away from unnecessary details • Give back the most valuable thing we can: time, for people to use their own way
• A note on you vs. we We make people’s lives safer and easier. The emphasis is therefore on what we can do for our users. The active ‘I’ is the Avast way: as Early Adopters, these users are more interested in technology and enjoy a higher level of control than our AVG audience, who want to stay safe, but prefer we do things for them.
• Correct We’ll stop hackers from getting their hands on what’s yours. Vs. Incorrect Stop hackers from getting their hands on what’s yours.
• Simple. Secure. Free. AVG has been securing families and lives for over 25 years. Now it’s your turn.
• Stay connected You would never shout out your bank PIN in a coffee shop, so keep your phone from doing the same. Connect your PC or mobile through our powerful AVG Secure VPN service, and we’ll mute your devices so they can’t reveal any valuable data — even by accident.
• Stay private Do you double lock your door and hang curtains on your windows? Then do the same for your digital home with AVG Webcam and Ransomware Protection. We’ll automatically keep you safe from any hackers or malware that try to make your private life their business.
• Stay fast Cars need to be in good shape to run their best, and PCs are no different. AVG PC TuneUp quickly improves your PC’s performance, creates more space for the things you care about, and updates your outdated software for you. No stress, no mess.
• Subject: Your VPN is ready: Here’s how to turn it on Preheader: Easy and quick — welcome to Secure VPN! Body: Your VPN is (almost) ready to go! Just turn it on Thank you for picking AVG Secure VPN. It’s great and now you’re ready to enjoy truly private browsing. Follow these 2 easy steps • Open your AVG Secure VPN. • Tap the OFF slider so that it changes to ON. We connect you to the most optimal location by default, but you can change your virtual location to whichever place suits your needs — or your mood. Tip: Don’t forget to turn your VPN on again after restarting your PC! We’ll drop by later with a few tips you may like. For now, a very warm welcome from your Secure VPN team. We’re thrilled you chose us. Need help? Check out our Secure VPN FAQs, or contact our Support Team
• In general, the AVG user mainly wants their connected life to be secure and seamless. Therefore, the level of detail required for a feature description, product, or threat should be minimal. However, it should, if possible be offered (as a link, for example) if they want to learn more — the user can then decide if they wish to delve deeper.

Brand Values

• We value the power of simplicity
• And reducing the complex; be that in product journeys or in facing the latest threats
• We’re commited to a safer tomorrow
• As technology evolves, as people’s lives change, as threats come and go, we’re committed to securing every step of the way forward.
• We take responsibility for your security so you don’t have to
• Our job is to make security as effortless and forgettable as we can. That means we do as much as possible for you.
• We’re optimistic about the world
• Doing the impossible to keep people happy and safe, every day. Positive thinking keeps us friendly, cheerful, and carefree. There’s always a way.
• It expresses our brand values of simplicity, optimism, and expertise.

Visual Style

• Our logo is a symbol of our brand’s humanity. We retained the interlocking hands that convey committment to our customers in a simple visual way. The vibrant colors illustrate our dedication to supporting customers around the globe.
• To be used ideally on a white or light background. The elements that comprise our logo must not be changed, recreated, distorted, or separated in any way. There is no tag line associated with the AVG logo.
• The exclusion zone is based on the height of the “G” in the AVG wordmark. No other design elements should encroach on this area.
• The minimum size at which the AVG logo can be produced is governed by its width, which should never be less than 15 mm for print-based applications, and 42 pixels for on-screen applications. However, you should always look to present our logo in as clear and prominent a way as possible.
• When we print the logo on promotional merchandise, we require that you use the primary logo in a correct choice of colors. In instances where the primary logo cannot be used for technical reasons, we can choose from the following options.
• Solid black: This version will be used to create a plate or dye for single color reproduction, embossing, etching, etc.
• No drop shadows, no moving or resizing elements, no changing color. Also, please don’t change the size relationship between any of the elements or add additional components such as product names.
• However tempting it is, don’t distort, stretch, or rotate the AVG logo in order to make it work within your layout -there’s always another way.
• Please don’t place our logo on colors or backgrounds that obscure it and make it hard to read such as red.
• Never break it up and never use either the symbol or the AVG word mark in isolation.
• Our palette is bright, fresh, and full of optimism -exactly the feelings we want to associate with AVG.
• Roboto’s clean, readable lines respect our customers’ desire for simplified communications, while having just enough character that everyone will enjoy reading it.
• Roboto is fresh, modern and designed to support all media.
• Arial is a typeface designed specifically for digital use. Great at small sizes and compatible with all operating systems, Arial is an alternative to AVG Sans in all situations where AVG Sans cannot be used.
• We use Arial for all online text with the exception of headings sized over 15px which can use AVG Sans.
• Arial is also our default replacement for AVG Sans in all PowerPoint applications and for the body of letters, envelopes, and mailing labels.
• Natural, vibrant, and simple, our photography places people front and center. It feels bright and familiar, like a moment we could easily happen upon in our day.
• To help distinguish AVG photography from other brands, and from lifestyle and business photography in general, all AVG photography achieves three primary goals: 1. It expresses our brand values of simplicity, optimism, and expertise. 2. It tells a story that our customers can identify with. 3. It conveys emotion by depicting human, relatable moments in our customers’ lives.
• Our 2019 lifestyle imagery enforces brand recognition by taking inspiration from the AVG color scheme. By carefully selecting imagery that already contains base AVG tones, we touch up our photography further to subconsciously evoke AVG brand colors. This distinguishes AVG from the vast majority of competitors using the same tired, stock images
• In addition to the broader brand guidelines above, use the following as a checklist when creating and selecting shots. Positivity: True to our brand, our photography conjures up good feelings. We focus on everyday life that’s simply going great in a variety of settings, whether it’s in a home, an office, or somewhere in between. People, not Devices: While we do feature our products in our photography, please note that devices primarily play a supporting role. People are the stars, and they are enjoying themselves. We want to see their faces and their expressions. However, there are occasional exceptions to this rule. For example, we may want to feature what is on the screen of a device while a person is using it, such as in a series of photos where we are taking our audience on a visual journey across a user scenario. In these cases, we include the device to show the image on the screen while also including enough of the user to provide natural context and to preserve the flow of the story. Relevancy: When appropriate, our photo compositions depict people using our products. For example, in a photo that is intended for one of our product pages, we may be able to see the home screen of AVG Zen on a tablet. Consider who is using the product and what they are using it for to help determine the best setting and tone. Story: With a little imagination, it’s easy to see what the subject or subjects are up to, and how our product fits into their story. For example, we may feature a photo of a couple who are sightseeing and using a device to map out their next stop. Empathy: We want people to look at a photo and feel like they can see a bit of themselves in it, or at least something that feels like a familiar part of their daily life. Authenticity: We want our photos to feel like a little snapshot of life. Specifically, we steer clear of propping devices into our shots in any way that looks contrived. We make sure to show people using them in ways that we might use them ourselves. Context: We differentiate between the photographs we use for hero images and the photographs we use for blogs, social media, and other general news items. In other words, an image that may work well for marketing may not work well for a blog—and vice versa. While our emphasis is typically on photography that can be used for a hero image, we will also use close-ups, half-details, and three-quarter compositions as needed. Clarity: There’s a simplicity to our compositions. While we look for opportunities to add visual interest, we exclude jarring details or overly aggressive elements that could distract the viewer’s attention from the story we want to tell. Bright: In addition to creating an overall positive atmosphere, the tone of our photography is bright. In execution, this means that we use light to contribute to the atmosphere of the photograph while avoiding too many shadows, and that we look for combinations of colors that evoke a vibrant look and feel. In short, “bright” doesn’t necessarily mean “white.” We don’t need to use white props, backgrounds, and clothes to achieve this effect.
• Across all of our photography, there are certain layouts and executions that should be avoided. Likewise, there are certaintypes of imagery and subject matter that must not be used at all.
• Avoid the unnatural and contrived: We want our imagery to be positive but nobody is that delighted to be doing online banking! And remember overly posed images are not real world or natural.
• Visual metaphors: Avoid cliched imagery at all costs, they do not represent our brand values and can slow down rather than speed up the message we are trying to convey.
• Scary pictures: While bad things can happen, we avoid illustrating them with imagery that instills fear or that causes upset
• Montages: It can be tempting to use montages when trying to communicate multiple messages, but it is likely to result in confusion and loss of clarity.

Layout And Composition

• The exclusion zone is based on the height of the “G” in the AVG wordmark. No other design elements should encroach on this area.
• The minimum size at which the AVG logo can be produced is governed by its width, which should never be less than 15 mm for print-based applications, and 42 pixels for on-screen applications. However, you should always look to present our logo in as clear and prominent a way as possible.
• Look to balance the size of the logo in relation to the size of the piece being produced and the other assets being used.
• The AVG logo should sit top left (or right), with the other logo sized in proportion to the cap height of the AVG word mark (X, or a ratio of 1:1) and ranged to the left and positioned below it. The position of the AVG logo ensures that the brand owns the communication.
• As all brands differ in proportion, a commonsense approach should be taken to try to ensure a visual harmony exists between the two logos. Under no circumstances should the AVG logo be smaller than the other logo(s)
• Ensure that sufficient clear space is preserved around the logo for a clear and effective presentation of the brand.
• The AVG wordmark type size should be the same as the type size of the “Business” strapline. The wordmark and the strapline are next to each other and there is a space corresponding to half the height of the logo type size between them.
• The minimum size of the AVG Business logo is based on its width, which should never be less than 35 mm for print-based applications or less than 100 pixels for on-screen applications. However, you should always look to present our logo in as clear and prominent a way as possible.
• Ideally the AVG Business logo should be positioned top left of a communication. Where this is not possible, you can also position it bottom right.
• There will, of course, occasionally be projects where none of these positions are appropriate, in which case your decision should always be guided by the need to present the logo in the clearest and most effective way possible.
• When our logo is embedded in a product name, do not use our logo again in the online banner. Vice versa, when there is a standalone AVG logo on a banner, we do not use the logo again in the product name.
• When the AVG logo appears in web page navigation, we do not use the logo again in banners or hero images. All photography on the page must conform to the AVG photo style. Do not place text over people in the photos. Do not put an overlay on the photo.
• Use photography that leaves space for the marketing message. Do not place text over the main subjects.

Co Branding

• The following provides guidance on how to make the AVG logo work alongside other brands. In cases where our logo appears in partnership with other brands, the following guidelines will help ensure that our visual identity is presented clearly and consistently.
• The AVG logo should sit top left (or right), with the other logo sized in proportion to the cap height of the AVG word mark (X, or a ratio of 1:1) and ranged to the left and positioned below it. The position of the AVG logo ensures that the brand owns the communication.
• As all brands differ in proportion, a commonsense approach should be taken to try to ensure a visual harmony exists between the two logos. Under no circumstances should the AVG logo be smaller than the other logo(s)
• Ensure that sufficient clear space is preserved around the logo for a clear and effective presentation of the brand.
• The AVG Business logo should sit top left (or right), with the other logo sized in proportion to the cap height of the AVG word mark (X, or a ratio of 11) and ranged to the left and positioned below it The position of the AVG logo ensures that the brand owns the communication.
• As all brands differ in proportion, a commonsense approach should be taken to try to ensure a visual harmony exists between the two logos. Under no circumstances should the AVG Business logo be smaller than the other logo(s)

Packaging Design

• The elements that comprise our logo must not be changed, recreated, distorted, or separated in any way. There is no tag line associated with the AVG logo.
• The minimum size at which the AVG logo can be produced is governed by its width, which should never be less than 15 mm for print-based applications, and 42 pixels for on-screen applications. However, you should always look to present our logo in as clear and prominent a way as possible.
• The exclusion zone is based on the height of the “G” in the AVG wordmark. No other design elements should encroach on this area.
• Look to balance the size of the logo in relation to the size of the piece being produced and the other assets being used.
• When we print the logo on promotional merchandise, we require that you use the primary logo in a correct choice of colors. In instances where the primary logo cannot be used for technical reasons, we can choose from the following options.
• Solid black: This version will be used to create a plate or dye for single color reproduction, embossing, etching, etc.
• No drop shadows, no moving or resizing elements, no changing color. Also, please don’t change the size relationship between any of the elements or add additional components such as product names.
• However tempting it is, don’t distort, stretch, or rotate the AVG logo in order to make it work within your layout -there’s always another way.
• Please don’t place our logo on colors or backgrounds that obscure it and make it hard to read such as red.
• Never break it up and never use either the symbol or the AVG word mark in isolation.

Additional Properties