Cylance

Official Websites

• https://www.cylance.com
• https://www.blackberry.com
• https://docs.blackberry.com
• http://www.cylance.com/en-us/index.html

Brand Guidelines

2019

Brand Summary

Mission

• To protect every endpoint under the sun, leading cybersecurity technology with an understanding of hacker mentality and IT security challenges, using artificial intelligence and machine learning to analyze malware at the molecular level and prevent threats before they execute [^1].

Core Values

• protection
• innovation
• leadership
• consistency
• prevention-first
• clarity
• trust
• refinement
• minimalism
• science-driven approach

Target Audience

• Businesses, governments, end-users, and organizations seeking advanced endpoint security solutions, including sectors such as education, energy, financial services, government, healthcare, heavy industry, oil, gas, retail, and technology [^2].

Personality Traits

• innovative
• refined
• minimalistic
• clear
• direct
• trustworthy
• science fiction-inspired
• professional

Visual Identity Overview

• The visual identity is modern, sleek, and minimalistic, featuring a distinctive green shield logo with a DNA strand motif, a limited color palette (green, black, gray, white, navy, aqua), modular and expandable color profiles, science fiction-inspired imagery, and the exclusive use of Titillium font for most media. Visuals emphasize clarity, high contrast, and a blend of photography, textures, and rendered graphics, avoiding cliché or staged imagery [^3].

Categories

Brand Voice

• Our brand is our voice. Consistency in communications is critical to each touchpoint along the customer journey. As outlined in this guide, the consistent use of branding and messaging builds recognition and trust in the Cylance brand.
• While the style and messaging rules are fixed, they are not designed to be limiting. Creativity within the Cylance community is encouraged within the context of the guidelines, provided that consistency in branding is maintained.
• Content creators should always feel compelled to reach out to their Cylance representatives for advice and style guide support as questions and concern arise — and for approval to use the Cylance logo and messaging in any format not covered within this guide.
• Please note that all communication materials using the Cylance brand must be proofread and approved by the Cylance Marketing team before final production.
• By using Cylance brand and messaging materials, you agree to adhere to these Cylance branding guidelines and all Cylance rules and policies, which may be updated from time to time. You also acknowledge that Cylance is the sole owner of Cylance trademarks, promise not to interfere with Cylance’s rights in them, and acknowledge that goodwill derived from their use accrues only to Cylance. Cylance may review use of the branding materials at any time and reserves the right to terminate or modify any use.
• Color is the most fundamental yet powerful tool in expressing the Cylance brand. Color brings our brand to life and is one of our most effective ways of communicating our voice. Our green is very important to us. Ensure it is always used properly.
• Our mission, which is to protect everyone under the sun, and our brand, which centers upon using artificial intelligence and machine learning to analyze the DNA of malware to stop it before it ever executes, provide the central theme for all communications. Each marketing or messaging deliverable should be based as much as possible on the foundation provided by our mission and our brand.
• Support messaging can address particular product or service benefits and address the specific requirements of each medium’s intended purpose and audience, but the mission and brand foundation should still be reflected in all final deliverables.
• Cylance’s communications style is clear and direct. A good example of this style is that we would rather write Cylance secures endpoints than write Cylance provides the ability to secure endpoints. We want to showcase the advanced technology upon which our products are based, but do so at a high level without diving too deep into technical jargon and in-depth details in our marketing materials. Our marketing communications should focus on the benefits clients experience from the use of our technology, and should use short sentences and simple language whenever possible.
• Following our messaging guidelines ensures consistent and effective written communications across the Cylance brand. Publishers and organizations tend to use a particular stylebook or reference manual as the basis for their editorial guidelines, which outline the use of grammar, punctuation, and style to achieve consistency in communications and messaging.
• Following the Cylance Messaging Guidelines, outlined in a separate document, ensures consistent and effective written communications across the Cylance brand. Publishers and organizations tend to use a particular stylebook or reference manual as the basis for their editorial guidelines, which outline the use of grammar, punctuation, and style to achieve consistency in communications and messaging.
• Cylance has based our messaging guidelines on the Associated Press Stylebook, though we have created Cylance-specific exceptions, which are outlined in the Cylance Messaging Guidelines. When in doubt, please refer to the Cylance Messaging Guidelines, defer to the AP Stylebook, or reach out to a Cylance representative.
• You can obtain a copy of the latest version of the Cylance Messaging Guidelines by sending an email to wsavastano@cylance.com.
• Is the language uncomplicated? Is it simple and straightforward?
• Is the language and messaging brand centric?
• Are you addressing the principles and tone of Cylance?

Brand Imagery

• The Cylance brand is heavily supported by the use of imagery. There are various types of images which can be used to support any form of content. Cylance imagery should never be contrived, trite or cliché. We use a blend of photography, textures and rendered visuals to convey the image of Cylance. We love our brand and care a lot about how it appears in the world. All imagery should be taken from our asset library and never from outside sources. Please reference the following guidelines when expressing our brand visually.
• Cylance imagery should be science fiction in nature but contain a sense of refinement and minimalism. Please use backgrounds, textures and photography from our library of images when choosing supporting graphics.
• Acceptable Brand Textures
• People in real world environments.
• Collaboration should feel natural and never staged.
• Use of depth of field.
• Cliche graphics overlay on images.
• Staged team photos
• Hooded hackers and binary
• Heavily composited images with unapproved graphics
• Staged business meeting
• acked computer images

Color Palette

• Color is the most fundamental yet powerful tool in expressing the Cylance brand. Color brings our brand to life and is one of our most effective ways of communicating our voice. Our green is very important to us. Ensure it is always used properly.
• Primary Color Palette
• Secondary Color Palette
• These base colors serve as a foundation that works across our brand universally.
• Cylance Green Pantone 375 CMYK 47, 00, 95, 00 RGB 105R 208G 60B Hex #69d03c
• Cylance Black Pantone Black 6 CMYK 60, 47, 47, 100 RGB 00R 00G 00B Hex #000000
• Navy Pantone 302 CMYK 93, 79, 43, 39 RGB 31R 51G 79B Hex #1f324e
• White Pantone N/A CMYK 00, 00, 00, 00 RGB 255R 255G 255B Hex #ffffff
• Aqua Pantone 3115 CMYK 63, 00, 19, 00 RGB 71R 195G 209B Hex #47c3d0
• These color swatches showcase suggested color combinations that support the Cylance brand. These are not strict guidelines of what colors can be used together, but act as a starting point. The color profile is meant to be modular and expandable to fit the needs of a given format.
• The following gradient color combinations have been designed to use with backgrounds, textures and typography. The blend angles can be dynamic, and may change depending on the end user needs, but the balance ratio shown below should always remain in spirit.
• Black Gradient Gray #3c3c40 Black #222222
• Blue Gradient Blue #233e50 Dark Blue #16222c
• Green Gradient Green #69d03c Dark Green #38b557
• Aqua Green Gradient Aqua #1c7f94 Green #38b557
• Our extended color palette was created solely for use when additional colors are needed in digital and product applications. These colors should not be used in normal communications or media, and special approval is needed if any of these colors are used.
• Celadon RGB 110, 198, 179 Hex #6EC6B3 Yellow RGB 248, 235, 55 Hex #F8EB37 White RGB 255, 255, 255 Hex #FFFFFF Cyan RGB 27, 196, 212 Hex #1BBED4 Orange RGB 242, 110, 33 Hex #F26E21 Light Gray RGB 243, 243, 243 Hex #F3F3F3 Blue RGB 71, 142, 204 Hex #478ECC Red RGB 238, 69, 56 Hex #EE4538 Gray RGB 187, 187, 186 Hex #BBBBBA Cobalt RGB 39, 61, 145 Hex #273D91 Magenta RGB 232, 30, 99 Hex #E81E63 Dark Gray RGB 54, 55, 59 Hex #36373B Deep Purple RGB 75, 45, 134 Hex #4B2D86 Purple RGB 142, 62, 150 Hex #8E3E96 Black RGB 30, 30, 30 Hex #1E1E1E
• Are Cylance’s primary colors the hero of the collateral?

Typography

• Titillium is our font of choice and expresses our brand with or without supporting graphics. Titillium has 11 different font weights and is expandable in any format. All media produced by Cylance, third-party vendors or partner should solely use this font. Titillium was born inside the Accademia di Belle Arti di Urbino (Italy) and designed by Professor Luciano Perond.
• THIN abcdefghijklmnopqrstuvwxyz 1234567890!@#$%%^&*()
• LIGHT abcdefghijklmnopqrstuvwxyz 1234567890!@#$%%^&*()
• REGULAR abcdefghijklmnopqrstuvwxyz 1234567890!@#$%%^&*()
• SEMI-BOLD abcdefghijklmnopqrstuvwxyz 1234567890!@#$%%^&*()
• BOLD abcdefghijklmnopqrstuvwxyz 1234567890!@#$%%^&*()
• For international content where special characters are being used refer to the Noto Sans font. Noto Sans consists of 98 fonts (currently) from across the world and is expanding to cover every language on the planet. Currently it is the most extensive font library in the world.
• NOTO SANS abcdefghijklmnopqrstuvwxyz1234567890!@#$%%^&*() Noto Sans Light
• Noto Sans Regular abcdefghijklmnopqrstuvwxyz1234567890!@#$%%^&*()
• Noto Sans Bold abcdefghijklmnopqrstuvwxyz 1234567890!@#$%%^&*()
• Because of the limitations in PowerPoint, Arial must be substituted for Titillium. All headers and title slides should be in Arial Narrow Regular. All regular text should be in Arial Regular, and section headers should use Arial Bold.
• ARIAL NARROW abcdefghijklmnopqrstuvwxyz 1234567890!@#$%%^&*() Arial Regular Narrow
• abcdefghijklmnopqrstuvwxyz 1234567890!@#$%%^&*() Arial Regular
• abcdefghijklmnopqrstuvwxyz 1234567890!@#$%%^&*() Arial Bold
• Are you using Titillium as the main font family?
• Are you following the typeface in use rules?

Logo Usage

• The logo is the focal point -an instantly recognizable symbol of the brand. That’s why it’s important to use the logo exactly as specified in these guidelines. Our logo is the combination of a simple and modern word mark with the Icon. The icon combines a shield and a DNA strand. The shield represents protection which is at the heart of what Cylance does. The DNA strand represents how we analyze malware at the molecular level. We are very proud of our logo, and would appreciate it if you could follow these guides to ensure it always looks its best.
• Green and white on black -preferred use of the Cylance logo. The Cylance logo should always include the® symbol.
• Green and black on white -secondary use of the Cylance logo. The Cylance logo should always include the ®symbol.
• All white on green -optional use of a green background is acceptable although minimal use of this combination is advised. The Cylance logo should always include the® symbol.
• Green and white on blue -optional use of a blue background is acceptable although minimal use of this combination is advised. The Cylance logo should always include the® symbol.
• Under certain circumstances, we prefer the use of the stacked version instead of the full logo mark. In general, these are communications where the Cylance logo is unreadable or better suited in a stacked format.
• Proper usage of the standard logo and example of how the stacked logo does not work in smaller formats, unless the constraints are in 1:1 ratio.
• Both logos are acceptable in wider format, but the standard logo is preferred.
• Example of proper stacked usage when constrained to small square 1:1 formats compared to the standard logo.
• Do not modify the color applications on our logo. Approved logo color combinations can be found on page 7.
• Do not use drop shadow effects applied to our logo.
• Do not use outer glow effects of any color applied to our logo.
• Do not use our logotype without the shield icon.
• Never angle, rotate, or skew the logo in any way.
• The Cylance logo must always include the registered trademark symbol ("®"), underneath the lower right corner of the shield.
• Do not modify our logo by adding messaging, taglines, or any other sub-branding to it.
• The previous version of the brand included multiple brand points including a different logo and heavy imagery of brains and math calculations. The current brand should be void of all previous branding and should follow current standards. The following are examples of unacceptable brand assets.
• The exclusion zone ensures the legibility and impact of the logo by isolating it from competing visual elements, such as text and supporting graphics. This zone should be considered as the absolute minimum safe distance.
• Minimum sizing for all Cylance logo forms. Please note, the registered trademark is removed when scaled to these sizes.

Tone And Messaging

• Consistency in communications is critical to each touchpoint along the customer journey. As outlined in this guide, the consistent use of branding and messaging builds recognition and trust in the Cylance brand.
• Please adhere to the branding and messaging guidelines provided within when creating content and materials for Cylance.
• While the style and messaging rules are fixed, they are not designed to be limiting. Creativity within the Cylance community is encouraged within the context of the guidelines, provided that consistency in branding is maintained.
• Content creators should always feel compelled to reach out to their Cylance representatives for advice and style guide support as questions and concern arise — and for approval to use the Cylance logo and messaging in any format not covered within this guide.
• Please note that all communication materials using the Cylance brand must be proofread and approved by the Cylance Marketing team before final production.
• By using Cylance brand and messaging materials, you agree to adhere to these Cylance branding guidelines and all Cylance rules and policies, which may be updated from time to time. You also acknowledge that Cylance is the sole owner of Cylance trademarks, promise not to interfere with Cylance’s rights in them, and acknowledge that goodwill derived from their use accrues only to Cylance. Cylance may review use of the branding materials at any time and reserves the right to terminate or modify any use.
• Our mission, which is to protect everyone under the sun, and our brand, which centers upon using artificial intelligence and machine learning to analyze the DNA of malware to stop it before it ever executes, provide the central theme for all communications. Each marketing or messaging deliverable should be based as much as possible on the foundation provided by our mission and our brand.
• Support messaging can address particular product or service benefits and address the specific requirements of each medium’s intended purpose and audience, but the mission and brand foundation should still be reflected in all final deliverables.
• Cylance’s communications style is clear and direct. A good example of this style is that we would rather write Cylance secures endpoints than write Cylance provides the ability to secure endpoints. We want to showcase the advanced technology upon which our products are based, but do so at a high level without diving too deep into technical jargon and in-depth details in our marketing materials. Our marketing communications should focus on the benefits clients experience from the use of our technology, and should use short sentences and simple language whenever possible.
• Following our messaging guidelines ensures consistent and effective written communications across the Cylance brand. Publishers and organizations tend to use a particular stylebook or reference manual as the basis for their editorial guidelines, which outline the use of grammar, punctuation, and style to achieve consistency in communications and messaging.
• Following the Cylance Messaging Guidelines, outlined in a separate document, ensures consistent and effective written communications across the Cylance brand. Publishers and organizations tend to use a particular stylebook or reference manual as the basis for their editorial guidelines, which outline the use of grammar, punctuation, and style to achieve consistency in communications and messaging.
• Cylance has based our messaging guidelines on the Associated Press Stylebook, though we have created Cylance-specific exceptions, which are outlined in the Cylance Messaging Guidelines. When in doubt, please refer to the Cylance Messaging Guidelines, defer to the AP Stylebook, or reach out to a Cylance representative.
• You can obtain a copy of the latest version of the Cylance Messaging Guidelines by sending an email to wsavastano@cylance.com.
• Is the language uncomplicated? Is it simple and straightforward?
• Is the language and messaging brand centric?
• Are you addressing the principles and tone of Cylance?

Visual Style

• The logo is the focal point -an instantly recognizable symbol of the brand. That’s why it’s important to use the logo exactly as specified in these guidelines. Our logo is the combination of a simple and modern word mark with the Icon. The icon combines a shield and a DNA strand. The shield represents protection which is at the heart of what Cylance does. The DNA strand represents how we analyze malware at the molecular level. We are very proud of our logo, and would appreciate it if you could follow these guides to ensure it always looks its best.
• Green and white on black -preferred use of the Cylance logo. The Cylance logo should always include the® symbol.
• Green and black on white -secondary use of the Cylance logo. The Cylance logo should always include the ®symbol.
• All white on green -optional use of a green background is acceptable although minimal use of this combination is advised. The Cylance logo should always include the® symbol.
• Green and white on blue -optional use of a blue background is acceptable although minimal use of this combination is advised. The Cylance logo should always include the® symbol.
• Under certain circumstances, we prefer the use of the stacked version instead of the full logo mark. In general, these are communications where the Cylance logo is unreadable or better suited in a stacked format.
• Proper usage of the standard logo and example of how the stacked logo does not work in smaller formats, unless the constraints are in 1:1 ratio.
• Both logos are acceptable in wider format, but the standard logo is preferred.
• Example of proper stacked usage when constrained to small square 1:1 formats compared to the standard logo.
• Do not modify the color applications on our logo. Approved logo color combinations can be found on page 7.
• Do not use drop shadow effects applied to our logo.
• Do not use outer glow effects of any color applied to our logo.
• Do not use our logotype without the shield icon.
• Never angle, rotate, or skew the logo in any way.
• The Cylance logo must always include the registered trademark symbol ("®"), underneath the lower right corner of the shield.
• Do not modify our logo by adding messaging, taglines, or any other sub-branding to it.
• The previous version of the brand included multiple brand points including a different logo and heavy imagery of brains and math calculations. The current brand should be void of all previous branding and should follow current standards. The following are examples of unacceptable brand assets.
• The exclusion zone ensures the legibility and impact of the logo by isolating it from competing visual elements, such as text and supporting graphics. This zone should be considered as the absolute minimum safe distance.
• Minimum sizing for all Cylance logo forms. Please note, the registered trademark is removed when scaled to these sizes.
• Color is the most fundamental yet powerful tool in expressing the Cylance brand. Color brings our brand to life and is one of our most effective ways of communicating our voice. Our green is very important to us. Ensure it is always used properly.
• These base colors serve as a foundation that works across our brand universally.
• Cylance Green Pantone 375 CMYK 47, 00, 95, 00 RGB 105R 208G 60B Hex #69d03c
• Cylance Black Pantone Black 6 CMYK 60, 47, 47, 100 RGB 00R 00G 00B Hex #000000
• Navy Pantone 302 CMYK 93, 79, 43, 39 RGB 31R 51G 79B Hex #1f324e
• White Pantone N/A CMYK 00, 00, 00, 00 RGB 255R 255G 255B Hex #ffffff
• Aqua Pantone 3115 CMYK 63, 00, 19, 00 RGB 71R 195G 209B Hex #47c3d0
• These color swatches showcase suggested color combinations that support the Cylance brand. These are not strict guidelines of what colors can be used together, but act as a starting point. The color profile is meant to be modular and expandable to fit the needs of a given format.
• The following gradient color combinations have been designed to use with backgrounds, textures and typography. The blend angles can be dynamic, and may change depending on the end user needs, but the balance ratio shown below should always remain in spirit.
• Our extended color palette was created solely for use when additional colors are needed in digital and product applications. These colors should not be used in normal communications or media, and special approval is needed if any of these colors are used.
• Titillium is our font of choice and expresses our brand with or without supporting graphics. Titillium has 11 different font weights and is expandable in any format. All media produced by Cylance, third-party vendors or partner should solely use this font.
• For international content where special characters are being used refer to the Noto Sans font. Noto Sans consists of 98 fonts (currently) from across the world and is expanding to cover every language on the planet. Currently it is the most extensive font library in the world.
• Because of the limitations in PowerPoint, Arial must be substituted for Titillium. All headers and title slides should be in Arial Narrow Regular. All regular text should be in Arial Regular, and section headers should use Arial Bold.
• Cylance imagery should never be contrived, trite or cliché. We use a blend of photography, textures and rendered visuals to convey the image of Cylance. We love our brand and care a lot about how it appears in the world. All imagery should be taken from our asset library and never from outside sources.
• Cylance imagery should be science fiction in nature but contain a sense of refinement and minimalism. Please use backgrounds, textures and photography from our library of images when choosing supporting graphics.
• Acceptable Brand Textures
• Photographic approach to showing code with depth.
• Collaboration should feel natural and never staged.
• Use of depth of field.
• Cliche graphics overlay on images.
• Staged team photos
• Hooded hackers and binary
• Heavily composited images with unapproved graphics
• Staged business meeting
• acked computer images

Layout And Composition

• The exclusion zone ensures the legibility and impact of the logo by isolating it from competing visual elements, such as text and supporting graphics. This zone should be considered as the absolute minimum safe distance.
• Minimum sizing for all Cylance logo forms. Please note, the registered trademark is removed when scaled to these sizes.
• Fixed nameplate should include hex background, title of the document, and the Cylance logo. The header title can include a deck using green-colored font. Different departments, products or services will have alternate templates.
• Sections should be divided up by green headlines.
• Sidebars are on the left and have ruled headlines and short blurbs of copy. On one-page Data Sheets have the company logo, contact information and copyright at bottom of the page. On multi-page Data Sheets this information is on the last or back page.
• Our pull-up banners are straight forward and the visual should follow the examples above. The banners consist of the logo and simple messaging on a black hex background. All artwork and messaging must be run through the Design and/or Marketing departments before printing.
• Tradeshow booths applications can vary with each design, but they should always consist of the following elements: black and gray texture background, tagline, URL, overview paragraph, and key points (4-6). All artwork and messaging must be run through the Design and/or Marketing departments before printing.

Data Sheet Guidelines

• Fixed nameplate should include hex background, title of the document, and the Cylance logo. The header title can include a deck using green-colored font. Different departments, products or services will have alternate templates.
• Sections should be divided up by green headlines.
• Sidebars are on the left and have ruled headlines and short blurbs of copy. On one-page Data Sheets have the company logo, contact information and copyright at bottom of the page. On multi-page Data Sheets this information is on the last or back page.

Tradeshow Guidelines

• Tradeshow booths applications can vary with each design, but they should always consist of the following elements: black and gray texture background, tagline, URL, overview paragraph, and key points (4-6). All artwork and messaging must be run through the Design and/or Marketing departments before printing.
• Our pull-up banners are straight forward and the visual should follow the examples above. The banners consist of the logo and simple messaging on a black hex background. All artwork and messaging must be run through the Design and/or Marketing departments before printing.

Email Guidelines

• Our email templates are straight forward and should consist of simple elements that follow a similar content path: header, main image, headline, content, CTA, and footer. All emails should use only Arial or Arial Narrow, not Titillium, as this will allow all operating systems and mail clients to properly display content.

Web Guidelines

• Cylance digital advertisements contain only the following: headline, logo, call to action (aka: a button), and one singular instance of imagery or light approved graphics.
• The logo placements should follow the formatting standards described on pages 6-13.
• Digital display advertising of any form, including but not limited to, web banners, ad words, and landing pages must be approved by the creative and/or marketing departments.
• Not all web banner sizes are displayed below. Please contact the Cylance Marketing or Design Department for access to our assets or full toolkit.
• Using the Cylance brand on the web consists of many elements that greatly differ from other mediums. Our visual approach is much stricter on the web and requires a high level of detail. With that being said, approval must be given before any use of the Cylance name and/or brand.
• Here are some samples of how we use buttons, tables and headers on the web.
• To the right is our landing page template, which should be where all branded emails and/or web banners lead. These landing pages should contain only a: headline, subhead (if necessary and space permits), logos, call to action that includes a small data-capturing form, and a submit form button, with one singular instance of imagery or light approved graphics.
• The logo placements should follow the formatting standards described on page 13.
• Digital display advertising of any form, including but not limited to, web banners, ad words, and landing pages must be approved by the Design and/or Marketing departments.

Landing Page Guidelines

• To the right is our landing page template, which should be where all branded emails and/or web banners lead. These landing pages should contain only a: headline, subhead (if necessary and space permits), logos, call to action that includes a small data-capturing form, and a submit form button, with one singular instance of imagery or light approved graphics.
• The logo placements should follow the formatting standards described on page 13.
• Digital display advertising of any form, including but not limited to, web banners, ad words, and landing pages must be approved by the Design and/or Marketing departments.

2017

Brand Summary

Mission

• To protect every endpoint under the sun, leading cybersecurity technology with an understanding of hacker mentality and IT security challenges, using artificial intelligence and machine learning to analyze malware at the molecular level and prevent threats before they execute [^1].

Core Values

• protection
• innovation
• leadership
• consistency
• prevention-first
• clarity
• trust
• refinement
• minimalism
• science-driven approach

Target Audience

• Businesses, governments, end-users, and organizations seeking advanced endpoint security solutions, including sectors such as education, energy, financial services, government, healthcare, heavy industry, oil, gas, retail, and technology [^2].

Personality Traits

• innovative
• refined
• minimalistic
• clear
• direct
• trustworthy
• science fiction-inspired
• professional

Visual Identity Overview

• The visual identity is modern, sleek, and minimalistic, featuring a distinctive green shield logo with a DNA strand motif, a limited color palette (green, black, gray, white, navy, aqua), modular and expandable color profiles, science fiction-inspired imagery, and the exclusive use of Titillium font for most media. Visuals emphasize clarity, high contrast, and a blend of photography, textures, and rendered graphics, avoiding cliché or staged imagery [^3].

Categories

Brand Voice

• Our brand is our voice. Consistency in communications is critical to each touchpoint along the customer journey. As outlined in this guide, the consistent use of branding and messaging builds recognition and trust in the Cylance brand.
• While the style and messaging rules are fixed, they are not designed to be limiting. Creativity within the Cylance community is encouraged within the context of the guidelines, provided that consistency in branding is maintained.
• Content creators should always feel compelled to reach out to their Cylance representatives for advice and style guide support as questions and concern arise — and for approval to use the Cylance logo and messaging in any format not covered within this guide.
• Please note that all communication materials using the Cylance brand must be proofread and approved by the Cylance Marketing team before final production.
• By using Cylance brand and messaging materials, you agree to adhere to these Cylance branding guidelines and all Cylance rules and policies, which may be updated from time to time. You also acknowledge that Cylance is the sole owner of Cylance trademarks, promise not to interfere with Cylance’s rights in them, and acknowledge that goodwill derived from their use accrues only to Cylance. Cylance may review use of the branding materials at any time and reserves the right to terminate or modify any use.
• Color is the most fundamental yet powerful tool in expressing the Cylance brand. Color brings our brand to life and is one of our most effective ways of communicating our voice. Our green is very important to us. Ensure it is always used properly.
• Our mission, which is to protect everyone under the sun, and our brand, which centers upon using artificial intelligence and machine learning to analyze the DNA of malware to stop it before it ever executes, provide the central theme for all communications. Each marketing or messaging deliverable should be based as much as possible on the foundation provided by our mission and our brand.
• Support messaging can address particular product or service benefits and address the specific requirements of each medium’s intended purpose and audience, but the mission and brand foundation should still be reflected in all final deliverables.
• Cylance’s communications style is clear and direct. A good example of this style is that we would rather write Cylance secures endpoints than write Cylance provides the ability to secure endpoints. We want to showcase the advanced technology upon which our products are based, but do so at a high level without diving too deep into technical jargon and in-depth details in our marketing materials. Our marketing communications should focus on the benefits clients experience from the use of our technology, and should use short sentences and simple language whenever possible.
• Following our messaging guidelines ensures consistent and effective written communications across the Cylance brand. Publishers and organizations tend to use a particular stylebook or reference manual as the basis for their editorial guidelines, which outline the use of grammar, punctuation, and style to achieve consistency in communications and messaging.
• Following the Cylance Messaging Guidelines, outlined in a separate document, ensures consistent and effective written communications across the Cylance brand. Publishers and organizations tend to use a particular stylebook or reference manual as the basis for their editorial guidelines, which outline the use of grammar, punctuation, and style to achieve consistency in communications and messaging.
• Cylance has based our messaging guidelines on the Associated Press Stylebook, though we have created Cylance-specific exceptions, which are outlined in the Cylance Messaging Guidelines. When in doubt, please refer to the Cylance Messaging Guidelines, defer to the AP Stylebook, or reach out to a Cylance representative.
• You can obtain a copy of the latest version of the Cylance Messaging Guidelines by sending an email to wsavastano@cylance.com.
• Is the language uncomplicated? Is it simple and straightforward?
• Is the language and messaging brand centric?
• Are you addressing the principles and tone of Cylance?

Brand Imagery

• The Cylance brand is heavily supported by the use of imagery. There are various types of images which can be used to support any form of content. Cylance imagery should never be contrived, trite or cliché. We use a blend of photography, textures and rendered visuals to convey the image of Cylance. We love our brand and care a lot about how it appears in the world. All imagery should be taken from our asset library and never from outside sources. Please reference the following guidelines when expressing our brand visually.
• Cylance imagery should be science fiction in nature but contain a sense of refinement and minimalism. Please use backgrounds, textures and photography from our library of images when choosing supporting graphics.
• Acceptable Brand Textures
• People in real world environments.
• Collaboration should feel natural and never staged.
• Use of depth of field.
• Cliche graphics overlay on images.
• Staged team photos
• Hooded hackers and binary
• Heavily composited images with unapproved graphics
• Staged business meeting
• acked computer images

Color Palette

• Color is the most fundamental yet powerful tool in expressing the Cylance brand. Color brings our brand to life and is one of our most effective ways of communicating our voice. Our green is very important to us. Ensure it is always used properly.
• Primary Color Palette
• Secondary Color Palette
• These base colors serve as a foundation that works across our brand universally.
• Cylance Green Pantone 375 CMYK 47, 00, 95, 00 RGB 105R 208G 60B Hex #69d03c
• Cylance Black Pantone Black 6 CMYK 60, 47, 47, 100 RGB 00R 00G 00B Hex #000000
• Navy Pantone 302 CMYK 93, 79, 43, 39 RGB 31R 51G 79B Hex #1f324e
• White Pantone N/A CMYK 00, 00, 00, 00 RGB 255R 255G 255B Hex #ffffff
• Aqua Pantone 3115 CMYK 63, 00, 19, 00 RGB 71R 195G 209B Hex #47c3d0
• These color swatches showcase suggested color combinations that support the Cylance brand. These are not strict guidelines of what colors can be used together, but act as a starting point. The color profile is meant to be modular and expandable to fit the needs of a given format.
• The following gradient color combinations have been designed to use with backgrounds, textures and typography. The blend angles can be dynamic, and may change depending on the end user needs, but the balance ratio shown below should always remain in spirit.
• Black Gradient Gray #3c3c40 Black #222222
• Blue Gradient Blue #233e50 Dark Blue #16222c
• Green Gradient Green #69d03c Dark Green #38b557
• Aqua Green Gradient Aqua #1c7f94 Green #38b557
• Our extended color palette was created solely for use when additional colors are needed in digital and product applications. These colors should not be used in normal communications or media, and special approval is needed if any of these colors are used.
• Celadon RGB 110, 198, 179 Hex #6EC6B3 Yellow RGB 248, 235, 55 Hex #F8EB37 White RGB 255, 255, 255 Hex #FFFFFF Cyan RGB 27, 196, 212 Hex #1BBED4 Orange RGB 242, 110, 33 Hex #F26E21 Light Gray RGB 243, 243, 243 Hex #F3F3F3 Blue RGB 71, 142, 204 Hex #478ECC Red RGB 238, 69, 56 Hex #EE4538 Gray RGB 187, 187, 186 Hex #BBBBBA Cobalt RGB 39, 61, 145 Hex #273D91 Magenta RGB 232, 30, 99 Hex #E81E63 Dark Gray RGB 54, 55, 59 Hex #36373B Deep Purple RGB 75, 45, 134 Hex #4B2D86 Purple RGB 142, 62, 150 Hex #8E3E96 Black RGB 30, 30, 30 Hex #1E1E1E
• Are Cylance’s primary colors the hero of the collateral?

Typography

• Titillium is our font of choice and expresses our brand with or without supporting graphics. Titillium has 11 different font weights and is expandable in any format. All media produced by Cylance, third-party vendors or partner should solely use this font. Titillium was born inside the Accademia di Belle Arti di Urbino (Italy) and designed by Professor Luciano Perond.
• THIN abcdefghijklmnopqrstuvwxyz 1234567890!@#$%%^&*()
• LIGHT abcdefghijklmnopqrstuvwxyz 1234567890!@#$%%^&*()
• REGULAR abcdefghijklmnopqrstuvwxyz 1234567890!@#$%%^&*()
• SEMI-BOLD abcdefghijklmnopqrstuvwxyz 1234567890!@#$%%^&*()
• BOLD abcdefghijklmnopqrstuvwxyz 1234567890!@#$%%^&*()
• For international content where special characters are being used refer to the Noto Sans font. Noto Sans consists of 98 fonts (currently) from across the world and is expanding to cover every language on the planet. Currently it is the most extensive font library in the world.
• NOTO SANS abcdefghijklmnopqrstuvwxyz1234567890!@#$%%^&*() Noto Sans Light
• Noto Sans Regular abcdefghijklmnopqrstuvwxyz1234567890!@#$%%^&*()
• Noto Sans Bold abcdefghijklmnopqrstuvwxyz 1234567890!@#$%%^&*()
• Because of the limitations in PowerPoint, Arial must be substituted for Titillium. All headers and title slides should be in Arial Narrow Regular. All regular text should be in Arial Regular, and section headers should use Arial Bold.
• ARIAL NARROW abcdefghijklmnopqrstuvwxyz 1234567890!@#$%%^&*() Arial Regular Narrow
• abcdefghijklmnopqrstuvwxyz 1234567890!@#$%%^&*() Arial Regular
• abcdefghijklmnopqrstuvwxyz 1234567890!@#$%%^&*() Arial Bold
• Are you using Titillium as the main font family?
• Are you following the typeface in use rules?

Logo Usage

• The logo is the focal point -an instantly recognizable symbol of the brand. That’s why it’s important to use the logo exactly as specified in these guidelines. Our logo is the combination of a simple and modern word mark with the Icon. The icon combines a shield and a DNA strand. The shield represents protection which is at the heart of what Cylance does. The DNA strand represents how we analyze malware at the molecular level. We are very proud of our logo, and would appreciate it if you could follow these guides to ensure it always looks its best.
• Green and white on black -preferred use of the Cylance logo. The Cylance logo should always include the® symbol.
• Green and black on white -secondary use of the Cylance logo. The Cylance logo should always include the ®symbol.
• All white on green -optional use of a green background is acceptable although minimal use of this combination is advised. The Cylance logo should always include the® symbol.
• Green and white on blue -optional use of a blue background is acceptable although minimal use of this combination is advised. The Cylance logo should always include the® symbol.
• Under certain circumstances, we prefer the use of the stacked version instead of the full logo mark. In general, these are communications where the Cylance logo is unreadable or better suited in a stacked format.
• Proper usage of the standard logo and example of how the stacked logo does not work in smaller formats, unless the constraints are in 1:1 ratio.
• Both logos are acceptable in wider format, but the standard logo is preferred.
• Example of proper stacked usage when constrained to small square 1:1 formats compared to the standard logo.
• Do not modify the color applications on our logo. Approved logo color combinations can be found on page 7.
• Do not use drop shadow effects applied to our logo.
• Do not use outer glow effects of any color applied to our logo.
• Do not use our logotype without the shield icon.
• Never angle, rotate, or skew the logo in any way.
• The Cylance logo must always include the registered trademark symbol ("®"), underneath the lower right corner of the shield.
• Do not modify our logo by adding messaging, taglines, or any other sub-branding to it.
• The previous version of the brand included multiple brand points including a different logo and heavy imagery of brains and math calculations. The current brand should be void of all previous branding and should follow current standards. The following are examples of unacceptable brand assets.
• The exclusion zone ensures the legibility and impact of the logo by isolating it from competing visual elements, such as text and supporting graphics. This zone should be considered as the absolute minimum safe distance.
• Minimum sizing for all Cylance logo forms. Please note, the registered trademark is removed when scaled to these sizes.

Tone And Messaging

• Consistency in communications is critical to each touchpoint along the customer journey. As outlined in this guide, the consistent use of branding and messaging builds recognition and trust in the Cylance brand.
• Please adhere to the branding and messaging guidelines provided within when creating content and materials for Cylance.
• While the style and messaging rules are fixed, they are not designed to be limiting. Creativity within the Cylance community is encouraged within the context of the guidelines, provided that consistency in branding is maintained.
• Content creators should always feel compelled to reach out to their Cylance representatives for advice and style guide support as questions and concern arise — and for approval to use the Cylance logo and messaging in any format not covered within this guide.
• Please note that all communication materials using the Cylance brand must be proofread and approved by the Cylance Marketing team before final production.
• By using Cylance brand and messaging materials, you agree to adhere to these Cylance branding guidelines and all Cylance rules and policies, which may be updated from time to time. You also acknowledge that Cylance is the sole owner of Cylance trademarks, promise not to interfere with Cylance’s rights in them, and acknowledge that goodwill derived from their use accrues only to Cylance. Cylance may review use of the branding materials at any time and reserves the right to terminate or modify any use.
• Our mission, which is to protect everyone under the sun, and our brand, which centers upon using artificial intelligence and machine learning to analyze the DNA of malware to stop it before it ever executes, provide the central theme for all communications. Each marketing or messaging deliverable should be based as much as possible on the foundation provided by our mission and our brand.
• Support messaging can address particular product or service benefits and address the specific requirements of each medium’s intended purpose and audience, but the mission and brand foundation should still be reflected in all final deliverables.
• Cylance’s communications style is clear and direct. A good example of this style is that we would rather write Cylance secures endpoints than write Cylance provides the ability to secure endpoints. We want to showcase the advanced technology upon which our products are based, but do so at a high level without diving too deep into technical jargon and in-depth details in our marketing materials. Our marketing communications should focus on the benefits clients experience from the use of our technology, and should use short sentences and simple language whenever possible.
• Following our messaging guidelines ensures consistent and effective written communications across the Cylance brand. Publishers and organizations tend to use a particular stylebook or reference manual as the basis for their editorial guidelines, which outline the use of grammar, punctuation, and style to achieve consistency in communications and messaging.
• Following the Cylance Messaging Guidelines, outlined in a separate document, ensures consistent and effective written communications across the Cylance brand. Publishers and organizations tend to use a particular stylebook or reference manual as the basis for their editorial guidelines, which outline the use of grammar, punctuation, and style to achieve consistency in communications and messaging.
• Cylance has based our messaging guidelines on the Associated Press Stylebook, though we have created Cylance-specific exceptions, which are outlined in the Cylance Messaging Guidelines. When in doubt, please refer to the Cylance Messaging Guidelines, defer to the AP Stylebook, or reach out to a Cylance representative.
• You can obtain a copy of the latest version of the Cylance Messaging Guidelines by sending an email to wsavastano@cylance.com.
• Is the language uncomplicated? Is it simple and straightforward?
• Is the language and messaging brand centric?
• Are you addressing the principles and tone of Cylance?

Visual Style

• The logo is the focal point -an instantly recognizable symbol of the brand. That’s why it’s important to use the logo exactly as specified in these guidelines. Our logo is the combination of a simple and modern word mark with the Icon. The icon combines a shield and a DNA strand. The shield represents protection which is at the heart of what Cylance does. The DNA strand represents how we analyze malware at the molecular level. We are very proud of our logo, and would appreciate it if you could follow these guides to ensure it always looks its best.
• Green and white on black -preferred use of the Cylance logo. The Cylance logo should always include the® symbol.
• Green and black on white -secondary use of the Cylance logo. The Cylance logo should always include the ®symbol.
• All white on green -optional use of a green background is acceptable although minimal use of this combination is advised. The Cylance logo should always include the® symbol.
• Green and white on blue -optional use of a blue background is acceptable although minimal use of this combination is advised. The Cylance logo should always include the® symbol.
• Under certain circumstances, we prefer the use of the stacked version instead of the full logo mark. In general, these are communications where the Cylance logo is unreadable or better suited in a stacked format.
• Proper usage of the standard logo and example of how the stacked logo does not work in smaller formats, unless the constraints are in 1:1 ratio.
• Both logos are acceptable in wider format, but the standard logo is preferred.
• Example of proper stacked usage when constrained to small square 1:1 formats compared to the standard logo.
• Do not modify the color applications on our logo. Approved logo color combinations can be found on page 7.
• Do not use drop shadow effects applied to our logo.
• Do not use outer glow effects of any color applied to our logo.
• Do not use our logotype without the shield icon.
• Never angle, rotate, or skew the logo in any way.
• The Cylance logo must always include the registered trademark symbol ("®"), underneath the lower right corner of the shield.
• Do not modify our logo by adding messaging, taglines, or any other sub-branding to it.
• The previous version of the brand included multiple brand points including a different logo and heavy imagery of brains and math calculations. The current brand should be void of all previous branding and should follow current standards. The following are examples of unacceptable brand assets.
• The exclusion zone ensures the legibility and impact of the logo by isolating it from competing visual elements, such as text and supporting graphics. This zone should be considered as the absolute minimum safe distance.
• Minimum sizing for all Cylance logo forms. Please note, the registered trademark is removed when scaled to these sizes.
• Color is the most fundamental yet powerful tool in expressing the Cylance brand. Color brings our brand to life and is one of our most effective ways of communicating our voice. Our green is very important to us. Ensure it is always used properly.
• These base colors serve as a foundation that works across our brand universally.
• Cylance Green Pantone 375 CMYK 47, 00, 95, 00 RGB 105R 208G 60B Hex #69d03c
• Cylance Black Pantone Black 6 CMYK 60, 47, 47, 100 RGB 00R 00G 00B Hex #000000
• Navy Pantone 302 CMYK 93, 79, 43, 39 RGB 31R 51G 79B Hex #1f324e
• White Pantone N/A CMYK 00, 00, 00, 00 RGB 255R 255G 255B Hex #ffffff
• Aqua Pantone 3115 CMYK 63, 00, 19, 00 RGB 71R 195G 209B Hex #47c3d0
• These color swatches showcase suggested color combinations that support the Cylance brand. These are not strict guidelines of what colors can be used together, but act as a starting point. The color profile is meant to be modular and expandable to fit the needs of a given format.
• The following gradient color combinations have been designed to use with backgrounds, textures and typography. The blend angles can be dynamic, and may change depending on the end user needs, but the balance ratio shown below should always remain in spirit.
• Our extended color palette was created solely for use when additional colors are needed in digital and product applications. These colors should not be used in normal communications or media, and special approval is needed if any of these colors are used.
• Titillium is our font of choice and expresses our brand with or without supporting graphics. Titillium has 11 different font weights and is expandable in any format. All media produced by Cylance, third-party vendors or partner should solely use this font.
• For international content where special characters are being used refer to the Noto Sans font. Noto Sans consists of 98 fonts (currently) from across the world and is expanding to cover every language on the planet. Currently it is the most extensive font library in the world.
• Because of the limitations in PowerPoint, Arial must be substituted for Titillium. All headers and title slides should be in Arial Narrow Regular. All regular text should be in Arial Regular, and section headers should use Arial Bold.
• Cylance imagery should never be contrived, trite or cliché. We use a blend of photography, textures and rendered visuals to convey the image of Cylance. We love our brand and care a lot about how it appears in the world. All imagery should be taken from our asset library and never from outside sources.
• Cylance imagery should be science fiction in nature but contain a sense of refinement and minimalism. Please use backgrounds, textures and photography from our library of images when choosing supporting graphics.
• Acceptable Brand Textures
• Photographic approach to showing code with depth.
• Collaboration should feel natural and never staged.
• Use of depth of field.
• Cliche graphics overlay on images.
• Staged team photos
• Hooded hackers and binary
• Heavily composited images with unapproved graphics
• Staged business meeting
• acked computer images

Layout And Composition

• The exclusion zone ensures the legibility and impact of the logo by isolating it from competing visual elements, such as text and supporting graphics. This zone should be considered as the absolute minimum safe distance.
• Minimum sizing for all Cylance logo forms. Please note, the registered trademark is removed when scaled to these sizes.
• Fixed nameplate should include hex background, title of the document, and the Cylance logo. The header title can include a deck using green-colored font. Different departments, products or services will have alternate templates.
• Sections should be divided up by green headlines.
• Sidebars are on the left and have ruled headlines and short blurbs of copy. On one-page Data Sheets have the company logo, contact information and copyright at bottom of the page. On multi-page Data Sheets this information is on the last or back page.
• Our pull-up banners are straight forward and the visual should follow the examples above. The banners consist of the logo and simple messaging on a black hex background. All artwork and messaging must be run through the Design and/or Marketing departments before printing.
• Tradeshow booths applications can vary with each design, but they should always consist of the following elements: black and gray texture background, tagline, URL, overview paragraph, and key points (4-6). All artwork and messaging must be run through the Design and/or Marketing departments before printing.

Data Sheet Guidelines

• Fixed nameplate should include hex background, title of the document, and the Cylance logo. The header title can include a deck using green-colored font. Different departments, products or services will have alternate templates.
• Sections should be divided up by green headlines.
• Sidebars are on the left and have ruled headlines and short blurbs of copy. On one-page Data Sheets have the company logo, contact information and copyright at bottom of the page. On multi-page Data Sheets this information is on the last or back page.

Tradeshow Guidelines

• Tradeshow booths applications can vary with each design, but they should always consist of the following elements: black and gray texture background, tagline, URL, overview paragraph, and key points (4-6). All artwork and messaging must be run through the Design and/or Marketing departments before printing.
• Our pull-up banners are straight forward and the visual should follow the examples above. The banners consist of the logo and simple messaging on a black hex background. All artwork and messaging must be run through the Design and/or Marketing departments before printing.

Email Guidelines

• Our email templates are straight forward and should consist of simple elements that follow a similar content path: header, main image, headline, content, CTA, and footer. All emails should use only Arial or Arial Narrow, not Titillium, as this will allow all operating systems and mail clients to properly display content.

Web Guidelines

• Cylance digital advertisements contain only the following: headline, logo, call to action (aka: a button), and one singular instance of imagery or light approved graphics.
• The logo placements should follow the formatting standards described on pages 6-13.
• Digital display advertising of any form, including but not limited to, web banners, ad words, and landing pages must be approved by the creative and/or marketing departments.
• Not all web banner sizes are displayed below. Please contact the Cylance Marketing or Design Department for access to our assets or full toolkit.
• Using the Cylance brand on the web consists of many elements that greatly differ from other mediums. Our visual approach is much stricter on the web and requires a high level of detail. With that being said, approval must be given before any use of the Cylance name and/or brand.
• Here are some samples of how we use buttons, tables and headers on the web.
• To the right is our landing page template, which should be where all branded emails and/or web banners lead. These landing pages should contain only a: headline, subhead (if necessary and space permits), logos, call to action that includes a small data-capturing form, and a submit form button, with one singular instance of imagery or light approved graphics.
• The logo placements should follow the formatting standards described on page 13.
• Digital display advertising of any form, including but not limited to, web banners, ad words, and landing pages must be approved by the Design and/or Marketing departments.

Landing Page Guidelines

• To the right is our landing page template, which should be where all branded emails and/or web banners lead. These landing pages should contain only a: headline, subhead (if necessary and space permits), logos, call to action that includes a small data-capturing form, and a submit form button, with one singular instance of imagery or light approved graphics.
• The logo placements should follow the formatting standards described on page 13.
• Digital display advertising of any form, including but not limited to, web banners, ad words, and landing pages must be approved by the Design and/or Marketing departments.

Additional Properties