Bitdefender

Official Websites

• https://www.bitdefender.com
• https://central.bitdefender.com
• https://techzone.bitdefender.com
• https://community.bitdefender.com
• https://pan.bitdefender.com
• https://nexus-us.gravityzone.bitdefender.com/Identity/Account/Login
• https://nexus-eu.gravityzone.bitdefender.com/Identity/Account/Login
• https://nexus-ap.gravityzone.bitdefender.com/Identity/Account/Login
• http://www.bitdefender.com
• https://www.bitdefender.com/de-de/consumer/internet-security

Brand Guidelines

2015

Brand Summary

Mission

• We are here to defend the welfare of all computer users—no matter the platform, the nature of the user, nor the magnitude of the challenge. We will do whatever it takes to keep computer users safe from harm and help the Good prevail. Always.

Core Values

• integrity
• inquisitiveness
• innovation
• heroism

Target Audience

• All computer users, regardless of platform, user type, or challenge magnitude.

Personality Traits

• sharp-witted
• talented
• breakthrough
• bold
• insightful
• assertive

Visual Identity Overview

• The visual identity is high-tech, dynamic, and protective, featuring a futuristic avatar (Dacian Wolf), a masterbrand wordmark, a distinctive logo with strict usage rules, a defined color palette (red, black, white), and custom typography. The brand emphasizes clarity, strength, and technological sophistication.

Categories

Brand Voice

• We are here to defend the welfare of all computer users—no matter the platform, the nature of the user, nor the magnitude of the challenge. We will do whatever it takes to keep computer users safe from harm and help the Good prevail. Always.
• We might look like a beast, but we fight for the Good. We are to the computer user what medication is to the patient. We are to the computer user what a policeman is to society’s order. We are to the computer user what a fireman is to household safety.
• Be fair, be honest, respect others and yourself.
• Never give up on your principles.
• We love intellectual provocation, and we know that any riddle has its answer. We keep learning and searching until we find the right answer, with elegance and precision.
• Be intelligent, be smart, be adaptable, keep learning.
• Don’t be lazy or wait for solutions from others. Don’t be arrogant!
• Being the avant-garde of the industry means running faster than the industry. We train ourselves everyday to observe, understand, and make connections that enable us to create new and better ways to do everything better than the rest.
• Have a vision, be up-to-date, be open-minded, be imaginative.
• Don’t be ignorant.
• We know that the only thing gained by following others is mediocrity. We are not afraid of exploring uncharted territories. If we were to choose between two paths, we would definitely choose the one less traveled, or not traveled at all. This is our chance to discover new worlds and become heroes.
• Be bold, have courage, dare yourself.
• Don’t be afraid to try.
• We are sharp-witted, talented, breakthrough, bold, insightful and assertive.
• We are a genus like no other: pure breed, breed apart, new species; We deliver: solutions, defense, trust, stability, security, intuition; We’re not afraid of superlatives: the best, sublime, splendid, ultimate, invincible, unbreakable, perfect, absolute, faultless; We use categorical affirmations: always, undoubtedly, indisputable, definitely, proudly.
• Keywords creators sharpest minds deepest insights brilliance imagination collective minds one step ahead of everyone mastermind superpower game changers

Brand Imagery

• The brand avatar is the main visual expression in brand communication and will be used on dark backgrounds.
• The Luminous Bitdefender brand avatar depicts the symbol of the Dacian wolf in a modern, technological and digital manner. In this avatar two worlds collide, revealing the best of them: the strength and ferocity of the ancient beast with the Bitdefender team’s brilliance and passion for perfection.
• The Luminous Bitdefender brand avatar came in 3 main positions developed in order to accomodate any layout needs [portrait and landscape] in the brand communication.

Color Palette

• In order to ensure maximum visibility of the corporate logo, only the following color schemes can be used. The applications that mitigate visibility and legibility are not allowed.
• In most corporate applications, the main logo will be used in it’s colored or black & white version on white or on the corporate color, positive or negative, following the specific rules.
• On the product packaging and communication materials (such as POSM, website, retail, etc.), the main logo will be used solely in it’s negative expression over product colored layouts.
• It is forbidden to use the principal corporate logo in situations that could hinder visibility, prevent recognition, alter the logo shape, violate the safety area or introduce new elements.
• Other colors than the corporate ones.
• Do not color the icon in other colors than Bitdefender red.
• Do not place the icon on similar colors that will cumber the legibility of the icon.

Typography

• Bitdefender’s typography, together with the other brand elements, secures the coherence of all brand expressions.
• BRAND TYPEFACE BITTER
• Bitter Regular Bitter Bold
• Bitdefender’s brand communication font is Bitter, a font with powerful, aggressive serifs that strengthen the brand’s heroic behavior and its ability to deliver defense. On the same grounds, the font in the headline will be subject in capital letters.
• BODY COPY TYPEFACE ROBOTO REGULAR
• Roboto Thin Roboto Regular Roboto Bold Roboto Black
• Bitdefender’s font used in body copy of the B2C communication is Roboto, a powerful, strong and accurate font chosen to back two of the brand’s values: integrity and heroism. This font will also be used in all corporate applications, so the masterbrand communication will be consistent.
• TECHNICAL TYPEFACE EXO 2
• Exo 2 Light Exo 2 Regular Exo 2 Bold Exo 2 Black
• Bitdefender uses Exo 2 typeface for a technical, crisp look and perfect legibility even at very small sizes. Exo 2 conveys the hi-tech side in Bitdefender’s brand image and is used in the graphic system mostly for informational content.
• Bitdefender Application Icon can be accompanied only by “Protecting 500 million users worldwide” line, placed under it and witten in Roboto Medium All Caps typeface.

Logo Usage

• The logo is made of 3 parts: symbol (1), wordmark (2) and registered mark icon (3).
• The positive, negative, color and black & white versions of the principal logo allow its application on a wide array of situations.
• The negative version of the logo on red background will be used with predilection in the corporate communication.
• The positive black & white version will only be used when the production conditions are limited.
• In order to preserve the readibility of the logo, a minimum surrounding free space is necessary.
• The minimum safety area outside the logo is given by the height of the “f” letter. It is strictly forbidden to place the logo in crowded areas that cannot support this minimal empty space.
• In the case of the logo exception, which has a more prolonged composition, the safety area is also given by the height of the “f” letter as it follows: “f” x 1 -on the left side; “f” x 2 -on the right side, up and down.
• The minimum width of the logo is 30 mm.
• However, for exceptional situations, an optimized version has been created, in order to be legible at dimensions inferior to 30 mm. This version can only be used for logos from 20 mm to 30 mm.
• minimum 30mm
• Logo usage interdictions: It is forbidden to use the principal corporate logo in situations that could hinder visibility, prevent recognition, alter the logo shape, violate the safety area or introduce new elements.
• Horizontal or vertical scaling.
• Modification of a logo element.
• Modification of proportions between elements.
• Random rotations.
• Using two or more Bitdefender logos on the same page.
• Effects: shadows, glows, etc.
• Other colors than the corporate ones.
• Backgrounds that affect legibility.
• Using the wordmark in block-text.
• Patterns or textures over the logo.
• Composition.
• Dark backgrounds.

Tone And Messaging

• We are here to defend the welfare of all computer users—no matter the platform, the nature of the user, nor the magnitude of the challenge. We will do whatever it takes to keep computer users safe from harm and help the Good prevail. Always.
• We might look like a beast, but we fight for the Good. We are to the computer user what medication is to the patient. We are to the computer user what a policeman is to society’s order. We are to the computer user what a fireman is to household safety.
• Be fair, be honest, respect others and yourself.
• Never give up on your principles.
• We love intellectual provocation, and we know that any riddle has its answer. We keep learning and searching until we find the right answer, with elegance and precision.
• Be intelligent, be smart, be adaptable, keep learning.
• Don’t be lazy or wait for solutions from others. Don’t be arrogant!
• Being the avant-garde of the industry means running faster than the industry. We train ourselves everyday to observe, understand, and make connections that enable us to create new and better ways to do everything better than the rest.
• Have a vision, be up-to-date, be open-minded, be imaginative.
• Don’t be ignorant.
• We know that the only thing gained by following others is mediocrity. We are not afraid of exploring uncharted territories. If we were to choose between two paths, we would definitely choose the one less traveled, or not traveled at all. This is our chance to discover new worlds and become heroes.
• Be bold, have courage, dare yourself.
• Don’t be afraid to try.
• We are sharp-witted, talented, breakthrough, bold, insightful and assertive.
• We are a genus like no other: pure breed, breed apart, new species; We deliver: solutions, defense, trust, stability, security, intuition; We’re not afraid of superlatives: the best, sublime, splendid, ultimate, invincible, unbreakable, perfect, absolute, faultless; We use categorical affirmations: always, undoubtedly, indisputable, definitely, proudly.
• Keywords creators sharpest minds deepest insights brilliance imagination collective minds one step ahead of everyone mastermind superpower game changers

Brand Values

• WE BELIEVE IN INTEGRITY.
• We might look like a beast, but we fight for the Good. We are to the computer user what medication is to the patient. We are to the computer user what a policeman is to society’s order. We are to the computer user what a fireman is to household safety.
• Be fair, be honest, respect others and yourself.
• Never give up on your principles.
• WE BELIEVE IN THE INQUISITIVENESS OF OUR MINDS.
• We love intellectual provocation, and we know that any riddle has its answer. We keep learning and searching until we find the right answer, with elegance and precision.
• Be intelligent, be smart, be adaptable, keep learning.
• Don’t be lazy or wait for solutions from others. Don’t be arrogant!
• WE BELIEVE IN THE VIRTUES OF INNOVATION.
• Being the avant-garde of the industry means running faster than the industry. We train ourselves everyday to observe, understand, and make connections that enable us to create new and better ways to do everything better than the rest.
• Have a vision, be up-to-date, be open-minded, be imaginative.
• Don’t be ignorant.
• WE BELIEVE IN HEROISM.
• We know that the only thing gained by following others is mediocrity. We are not afraid of exploring uncharted territories. If we were to choose between two paths, we would definitely choose the one less traveled, or not traveled at all. This is our chance to discover new worlds and become heroes.
• Be bold, have courage, dare yourself.
• Don’t be afraid to try.

Visual Style

• The Bitdefender logo is subtly mixing dynamism, strength and boldness with tremendous control and focus, which makes it the forerunner and most concentrated manifestation of the brand. The symbol is a geometrical, sinuous and precise interpretation of the Dacian wolf, from which it recuperated exactly the determination and vigilance needed for accomplishing the very mission or the brand: the supreme defense.
• The logo is made of 3 parts: symbol (1), wordmark (2) and registered mark icon (3). The symbol is a geometrical, sinuous and precise interpretation of the Dacian wolf, from which it recuperated exactly the determination and vigilance needed for accomplishing the very mission or the brand: the supreme defense. The letters of the commercial font have been customized in order to obtain an unique wordmark, congruous with the precise angles and smooth curves of the symbol. It is in the meantime potent and sleek, aggressive and reliable, has nerve and a stupendous inner cadence.
• The positive, negative, color and black & white versions of the principal logo allow its application on a wide array of situations. The negative version of the logo on red background will be used with predilection in the corporate communication. The positive black & white version will only be used when the production conditions are limited.

Iconography

• Bitdefender Application’s Icon was designed starting from the letter “B” from the wordmark and was optimized for a better reading experience, irrespective of the background color, pattern or extreme dimensions.
• In order to enhance the importance of the Bitdefender Application Icon, a wide free space is necessary.
• For a more consistent communication, the Bitdefender Application Icon will always be centered in layouts.
• Bitdefender Application Icon can be accompanied only by “Protecting 500 million users worldwide” line, placed under it and witten in Roboto Medium All Caps typeface.
• The communication line under the Application Icon can fill up to 3 lines, for different layout needs, but will always be centered.
• Bitdefender Application Icon will always be centered in layouts.
• It is forbidden to use the Application Icon in situations that could alter its visibility, recognition, shape, safety area.
• Do not color the icon in other colors than Bitdefender red.
• Do not place the icon on similar colors that will cumber the legibility of the icon.
• Do not apply any effect to the icon (Drop Shaddow, Gradient, Stroke, etc.)
• Do not alter the shape of the icon in any way.

Layout And Composition

• In order to preserve the readibility of the logo, a minimum surrounding free space is necessary.
• The minimum safety area outside the logo is given by the height of the “f” letter. It is strictly forbidden to place the logo in crowded areas that cannot support this minimal empty space.
• In the case of the logo exception, which has a more prolonged composition, the safety area is also given by the height of the “f” letter as it follows: “f” x 1 -on the left side; “f” x 2 -on the right side, up and down.
• The minimum width of the logo is 30 mm.
• However, for exceptional situations, an optimized version has been created, in order to be legible at dimensions inferior to 30 mm. This version can only be used for logos from 20 mm to 30 mm.
• minimum 30mm
• The position and dimensions of the logo are not arbitrary.
• Advertising communication (left): Depending on the dimension of the layout, the logo will be a divisor of the page mirror. Whether it is a portrait or a landscape layout, the Bitdefender logo will be equal to the 5th part of the page width and it will always be placed in the right side of thelayout.
• Corporate communication (right): The logo will be centered in the upper side of the layout. lts dimension will be calculated based on the page width according to the grid described at right.
• In co-branded documents, the Bitdefender logo will always have the dominant position.
• Consequently, it will be placed on the left of the partner’s logo, according to the normal reading order.
• In any of the co-branded situations, the safety area will be given by the height of the “f” letter as described in the above scheme.
• It is forbidden to use the principal corporate logo in situations that could hinder visibility, prevent recognition, alter the logo shape, violate the safety area or introduce new elements.
• Horizontal or vertical scaling.
• Modification of a logo element.
• Modification of proportions between elements.
• Random rotations.
• Using two or more Bitdefender logos on the same page.
• Effects: shadows, glows, etc.
• Other colors than the corporate ones.
• Backgrounds that affect legibility.
• Using the wordmark in block-text.
• Patterns or textures over the logo.
• Composition.
• Dark backgrounds.

Brand Architecture

• The Bitdefender brand comprises the following mixed brand architecture: • Bitdefender at corporate level; • Bitdefender for consumer products and services; • Bitdefender for B2B products and services.
• CORPORATE LEVEL Bitdefender VISUAL IDENTITY logo = masterbrand wordmark + symbol typography & color palette
• CONSUMER PRODUCTS & SERVICES VISUAL IDENTITY Bitdefender masterbrand wordmark avatar application icon typography & color palette
• B2B PRODUCTS & SERVICES Bitdefender VISUAL IDENTITY masterbrand wordmark avatar application icon solutions & products graphic system typography & color palette

Co Branding

• In co-branded documents, the Bitdefender logo will always have the dominant position.
• Consequently, it will be placed on the left of the partner’s logo, according to the normal reading order.
• In any of the co-branded situations, the safety area will be given by the height of the “f” letter as described in the above scheme.

Additional Properties