f-secure brandbook and identity guidelines 1

Transcription

F-Secure
brandbook
F-SECURE BRANDBOOK AND IDENTITY GUIDELINES1
CONTENTS
How did we get here? ...................................................... 3
The new F-Secure brand ............................................... 4
Attributes ....................................................................... 7
Our story ........................................................................ 9
Brand architecture ................................................ 10
Tone of voice ............................................................................ 15
Visual identity ........................................................................... 27
Logo & Slogan ........................................................... 30
Color palette .............................................................. 35
Typography ................................................................. 49
Use of typo ................................................................... 54
Headline – how to use ...................................... 69
Logo color headline ............................................ 79
Photo/video style ................................................................. 82
Iconography .............................................................................. 91
Online presence .................................................................... 95
Call to action ............................................................................. 100
Responsive design ............................................................... 105
App icons ..................................................................................... 110
Splash screen ............................................................................ 114
App store ..................................................................................... 116
Our partners ............................................................................. 119
F-Secure experience .......................................................... 127
We fight for digital freedom ....................................... 138
Great waves of change are sweeping across all industries.
Accelerated change is the new normal with companies
– small and large – forced to rethink.
Revolution
requires an
evolution
The future holds a powerful task and offers unique
opportunities for F-Secure.
Talk about security and privacy is everywhere. People
use their many devices on varied connections, and leave
themselves open to multiple threats.
The agile ones, the ones who adapt fast, will also be the
ones reaping the rewards. We will be among those.
To succeed in the new world order, F-Secure is experiencing
a brand rebirth and major mindset change. It's about look
and feel, but also the way we work and what we do.
There is no quick fix. We embrace our users, learn from
them, and hungrily create new products people want to
use. People are looking for products that make them feel
free.
It's time we gather the troops. We have a job to do.
Companies are all about their people. When defining such
fundamentals as the brand, the only way to succeed is
through collaboration.
We did it
together
Rebranding F-Secure has been an intense collaboration
between people right across the organization. That way
of working has proved fruitful but also essential in creating
tools for everyone of us.
There was no need to reinvent the wheel. Everything in
the new brand has been a part of F-Secure in one way or
other. It's been a matter of consistency to create the unified
experience. Some things were set aside and others brought
to the surface.
The brand is a tool that defines who we are and will help us
reach our goals. The process has already united our people.
But that is just the beginning.
Tuomas Lauri Juhani Michael Antti Olavi Alexey Janne Otto Joonas Karen Leena Lemmikki Swee Meng Aart Antti-Pekka Jenny Amir Josh Yury Seppo Juha Tapani Feng Ping Claudia Ilkka Juhana Esa
Tapio Eduardo Ai Cheak Nicole Mikko Wolfgang Joonas Mikael Miia Kristiina Michael Leif Gustaf Tapio Kalervo Fabio Juuso Hermanni Mathias Wilhelm Ivan Doel Elina Esko Antti Uljas Karen Lauri
Eemeli Jérémie Jukka Pekka Carl Mikael Gregory Ville Petteri Junaidi Morgan Harri Juhani Pekka Antti Heikki Kasimir Robert Ching Yee Wah Jan Jasu Samppa Topias Mikko Ville Juhani Zuliany Hafiz Mikko Toivo
Sakari Mohammad Yusri Gauthier Ville Samuli Anna Maarit Taina Johanna Joni Herman Gudni Axel Wei Mun Jorge Alberto Matana Chandran Erica Chee Chun Yee Wei Ondrej Hui Shan Regidor Laura Francisco
Javier Sylvain Peter Mikko Antero Harri Antero Henna Anu Tuulia Juha Petteri Harri Kristian Tapio Antero Fairuz Azwan Mari Johanna Jukka Jouni Antero David Jussi Johannes Björn Roland Igor Chee Boon
Eric Alia Michael Erkka Bunmi Schneider Kumi Jyri Petteri Marko Juhani Jose Cezar Sadje Rudiger Kelvin Doreen Kaisa Vincent Ari Pekka Hong Che Janne Sakari Sari Riikka Helena Kristiina Igor Julio Cesar
Lemos Chia Yoong Jarkko Beng Tat An Drew Rasmus Hemming Hemmingsson Mika Aslak Mika Tapani Sami Henrik Tuula-Liina Stephanie Sabrina Michael Morgan Vigneswara Xian Ming Risto Juhani Mohd Akhiri Tero
Markus Wang Ching Maria Anneli Satu Marita Taija Marjaana Muhammad Azim Bruno Amaro Dias de Kimmo Tapio Benjamin Jean-Louis Lauri Juhani Lingeswaran Stephane Nichola Yukiko Chee Kit Camillo Tomas Shu
Hau Mari Susanna Tuomas Juhani Brice Diego Alonso Fernadez Harri Tuure Olavi Slawomir Ming Loong Choong Weng Philippe Petra Parvez Alexandre Rémi Nazrin Ihsan Kalle Matti Tapani Paolo Petri
Juhani Matt Orestis JanneJuhani AriJouni Reazal Rauli Leszek JoelMichael Antti Sarah Yusri Richard Eugene Antti Juhani Shigeru Mikko Ilmari Fredrik Takae Dennis Rene Timothy Tom Allen Nabilah Stéphane Cyrille A
runa Rani Noel Yuko Fukuda Richard Hiroyuki Kati Maaria Azriana Stefano Viacheslav Nur Hafawati Marc Zui Yong José Antonio Federico Janne Santeri Carina Christina Ann-Mari Karmina Satu Susanna JeanFrancois Arto Tapio Monika Elisabet Mikko Hermanni Jeremy Bart Suet Ling Edward Graham Mark Päivi Johanna Frédéric Syed Ghouse Pentti Marcus Diarmaid Pekka Reijo Tuomas Sami-Jaakko Puravindran Nur Ana
Khairin Peter Pasi Jarkko Mika Heikki Mariappan Anne Andrew Azidin Simone Su Ching Jukka Matti Einari Anna-Mari Hannele Matti Taneli Johannes Choi Yee Teck Yiang Jouni Matti Juhani Alexandre Su
Yin Julia Chek Yung Mikko Petteri Adarsh Sébastien Yoshimasa Vadims Razvan Cristian Stefanie Choong Hong Geraldine Jose Nesakkumaran Mathieu Jari Juhani Juha Petri Donal Sami Johannes mitry Andrew
Philip Jeremy Siddi Johan Clarence Ferdinand Arto Tapani Mika Petteri Anna Pascale Ai Ling Jukka Sakari Mark Franklin Wee Chun Lauri Elias Frithiof Jammu Tuomas Radovan Juzaili Noor Fahrahin Emma
Kristiina Mikko Virtu Samuli Ignacy Janne Sebastien Rosazam Andrew Paula Pasi Jaakko Olavi Antti Aleksi Victoria Sin Yok Sanna Maria Khaled Marja Tuulikki Wah Kheng Jari Tapio Maslizan Petri Sakari Helen
Katrin Knut Jorgen Eero Tapio Robert Willian John Esa Rikhard Bill Marko Kimmo Antero Senthil Janne Yrjö Antero Kuan Eeik Sonja Ricardo Gabor Yuki Pei Siang Ley Kim Kimmo Aleksi Noirin Ilkka Mikael Miika
Samuli Gianni Miska Chrystelle Keijo Juhani Lin Siang Andrea Agata Leandro Marko Tapani Laszlo Bhagiavathy Tom Ville Juhani Ulla Tuovi Marjaana Siti Sarah Robert Michiel Alan Yoichi Sasu
Joonas Eric Lakshmi Subramaniam Kenji Laura Kristiina Ben Sari Annika Scott Urmas Terence Sean Idar Atle Jouni Eljas Mangesh Silan Janarthan Leo Lauri Aleksi Markku Tapio Takaya Matthew Joseph Ju
Yee Yoke Chun Rebecca Jaana Hillevi Sandra Markus enri Johannes Tommi Tapani Teppo Samuli Jarkko Juhani Naomi Towo Johannes Auri Sini Emilia Ari Juhani Mary-Anne Jussi Lauri Antero Sami Mikael Katri
Elisa Pekka Kalevi Maxime Pirkka Hannu Eiji Jay Boon Aik Niko Kalevi Juha Petteri Markku Juhani Anu Maritta Antti Kalevi Pauli Kullervo Richard Tetsuro Anssi Iivari Perttu Mikael Petri Juhani Morgan Nidhi
Rakesh Andrea John Mark Tuuli Jaakko Olavi Sampsa Henrik U Bill Marcos Flávio Cornelis Lambertus Garrett Juha Lauri Samuli Kristian Arto Martti Lena Janne Sakari Christian Soili Joanne Joona
Samuli Shinichi Jarkko Samu Antero Justin Kaisu-Linnea Alberto Topi Johannes Dan Robin Hau Vei Thomas Toni Henrik Antti Seppo Eemeli Christos Mika Juhani Zimry Janne Pekka Juho Olavi Jarno
Mikael Dmitri Jyrki
Juhani Marjaana
Karoliina Hong
Seng Navein Marvin Olli
Ilmari Markus
Tapio
Uolevi Ville Erik Arianti
Hasanatunnisa Penny Jani
Kalervo Jari
Pekka Tuuli
Marjukka Krzysztof Jeannette Victor Allan Kimmo Emil Johannes Jukka Sakari Teppo Tapani Dmytro Perttu Oskari Jenni Karolina Philippe Willa Welmina Sami Tapani Ville Harri Waltteri Mathilde Antti
Juhani Olivier Shouji Karim Adolfo Bouhlala Sing Hui Ossi Rani Pär Johan Ashley Timo Tapio Mika Robert Henrik Sebastian Ferrix Sethuraman Ai Leen Michael Antti Jussi Raju Jean-Luc Bryan Kie Soon
John Jussi Chee How Jarkko Tapani Wai Jian Markus Aslak Kristian Victor Petteri Tuomas Nikolai Zsolt Oana Cornelia Erkki Tommi Henrikki Sharon Dimitriy Timo Antti Antero Christer Inko
Tuomas Amezah Natalia Julien Harri Pekka Matti Viljami Raul Tiina Marika Morihiro Sathyaselan Roberto Mikko Johannes Albert Pekka Tapio Mika Tapani Matti Tomi Ville Jarmo Mikael Fatin
Ruzanna Stephan Mikko Mikael Sarika ekka Samuli Mats Håkan Arto Juhani Timo Ilmari Anders Mohd Farith Michael Mikko Jussi Petteri Matteo Toni Mikael Jarkko Tapani Mira Johanna Mahinder Esko Ari
Tapani Shahrir Idzuan Wille Ariel Rodrigo Torres Jani Antero Arjen Peter Erik Lorentz Mikko Samuli Kirsi Kaarina Petra Pauliina Gavin Sebastian Micheal Dmitri Tom Anders Arto Väinö Juha Klaus Pasi Sami
Petteri Dmitrii Sami Juhani Mikko Markus Pekka Mikael Abu Bakar Mohammad Harunoor Jarkko Antero Hannu Erkki Olavi Teemu Mikael Mei Sheid Wen Foo Antti Olavi Jaan Yeh Sari Maarit Justin Erkki Ilmari Tero
Tapio Davide Klas Ivar Patrick Samu Petteri Cristian Costache Juho Zeng Aun Francis Hans Fredrik Lauri Jan Olavi Maria Carola Ian Kristian Hanne Broderick Heikki Juhani Gary Mohd Nuzula Tero Mikko
Tapio Hugo Kenneth Carl Henrik Yun Wei Nurizzatty Andrei Antti Valtteri Ville-Veikko Veikko Tarkan Tack Wee Su Gim Jyrki Jyrki Kalevi Norbert Elin Ania Jayanth Markku Bujar Yoke Boon Markku Petri
Olavi Matti Jouni Oskari Peter Karin Jari Pekka Risto Tapio Philippe Milla Kristiina Carl-Christian Curtis Shuichiro Karen Arto Juhani Outi Marjatta Natalia Gia Patricia Kelvin Michael Frank Helene Pekka
Antero Mikko Sakari Riku Petteri Tuula Anneli Chin Leong Jussi Mikko Antti Ai Yuen Noelani Fernando dos Santos Ville Matti Timo Tapani Sam Outi Vappu Johanna Kiran Teemu Taneli Kok Yao Wooi Wooi Kalle
Risto Kalevi Teija Marketta Rosa Pauliina Martina Fredrika Elisabeth Alexey Gabriel Antero Mika Santeri Suresh Hannu Kalevi Ilkka Melissa Helen Janice Aino Mirjami Chameni Jussi Hanafie Muhammad
Heyrizuan Lucie Juha Sakari Pavel Mark Samir Robin Markku Antero Anton Sean Michael Sarogini Teruhisa Ines Joan Guity Mikko Yee Ching Benjamin John Marjo Kaisa Kaarina Pauline Jani Mikael Pekka
Ilmari Markus Antero Marie Alexey Vijaya Seelan Robert Jani Richard Ville Samuli Syaratul Ain Stephanie Mayumi Jari Petri Paavali Nicola Christophe Karolina Luis Carlos Jussi Bert Julien Kim
Kristian Oleg Ashok Babu Albert Joseph Tero Juhani Shantini Michael Janne Antti Michelle Olivier Rene Moritz Juha Petteri Marko Tapio Matias Vincenzo Sameer Reino Olavi Joseph Miho Fuzail Pui
Fun Michal Jukka-Pekka Tea Outi Erika Zul-Husni Mari Sylvia Timo Juhani Chun Hong Raj Jian Yang Teck Lee Risto Sebastian Timo Tapani Pekka Tapani Abdullah Al Bret Stuart Gary Robert Marcus Diane Mika
Erik Marsyada Andy Tomi Mikael Jani Markus Ade Irwan Charléne Frank Juha Antero Pirjo Tuulikki Kirsi Maaria Dan Esa Heikki Arasaraajah Michael Jyripekka Pekka Juhani Jari Antero Amelia Lauri
Allan Michele Ville Pekka Kean Leong Ilari Aleksi Jan Willem Hailan Nuraishah Zoltan Kari Juhani Juha-Matti Mikko Juhani Keith Veli-Jussi Jyrki Ville Tapani Mikko Maija Sirpa Hannele Marko Mikael Ilmari Paw
Kenneth Hiroshi Naveed Stephen Irja Astrid Jussi Valtteri Esa Veikko Hannes Mikael Venkateswarlu Gilbert Christophe Sridhar Dmitriy Niina Maria Shinya Eija Jari Tuukka Valtteri Peter Michael Nate JariPekka Johannes Nikolaus Bernhard Igor Merja Edilberto III Nurhafizah Mira Christian Gloria Christine Abdulmajid Kimmo Olavi Fabian Ville Veikko Lari Muhammad Alif Tirmizi Tuomas Petteri Jari Harri Tapio AnnChristineElisabet Frédéric JussiPerttu Indi Mohammed Katharina MarjutElizabeth MarkoSeppoEnsio KokChee TarjaJohanna Pouya Jenni JeremyWoodstock Boris Jordan TimoPekka Annina Eric Ingvar Jarrod
Joseph Hafeeze Olli-Pekka Juhani
Ilmari Chee
Chun Kalle
Veli
Pertti Frederic Steffen James
Henry Kok
Hoong Miska Vimi Carl-Eric Cord Khen
Fei Sugumaran Mika
Tapani Siong
Wai Arnoud Philippe Jose Patrice Miguel Angel Mahadzar Kimmo Antero Juha Tapani Julius Olli Antero Christine Esa Antti Kaapo Kalle Tsuneo Toni Tapani Sami Petteri Jarmo Juhani Lev Zulkarnain Fadhilatul
Ehya Enrique Alexander Ville Pekka Mikko Juhani Teck Ming Håkan Peter Sami Jani Miika Yogendran Mikko Johannes Jean-Pierrre Ajay Rémi Sakari Kalevi Tarja Helena Mohd Rozi Joseph Tero
Aslak Olivier Sebastian Chin Yick Rizwana Lean Siang Vesa Juhani Sari Marketta Jaana Maria Pavel Tzeh Wu Sami Pekka Jonathan Sachin Eino Janne Tuomas Bryan Janne Markus Kien Lee Der Lun Ken
Keong Troels Deshua Vikram Sin Kuang Igor Balvinderjit Linda Andriy Ole Hannu Viljam Ville Vesa Juhani Shelby Eric Daavid Vesa Taneli Lucile Ryuko Heidi Susanna Yosuke Faisal Marko Heikki Stefan Swee
Lai Kirill Nora Asyikin Yuko Attiq Iqbal Juuso Albert Erika Saana Antti Samuli Kim Ming Ari Olavi Jukka Matti Simo Antero Tanja Susanna Heikki ChristiaN
INTEGRITY
We are experts. We have the pioneering track
record and talent to create the future. We walk
the talk and are comfortable being ourselves
in all situations. We can be honest because we
have nothing to fear.
BRAND
ATTRIBUTES
INTUITION
Our finger is on the pulse. We breathe the same
air as our users, and sense where the world
and people’s behaviors are headed. And we
act on it – to create today what we all will need
tomorrow.
CURIOSITY
People’s behavior drives us. We observe, we
understand and we shape the future. Our
natural curiosity pushes us forward to always
come up with new ways to inspire and answer
people’s needs.
ENERGY
Our passion drives us. We are all keen to share
our expertise and knowledge as ambassadors.
We participate in the discussion about the
present and future of digital security.
Our
POINT
OF
VIEW
Freedom is a basic human right and it is being
redefined in the digital era. Technology crafts the
future and let’s us make the most of our time. Abused
it starts to restrict our everyday freedom – and
in the new world it’s not only “bad guys” doing it.
Technology has taken control, and it’s hard to know
who to trust. We are not free.
We are fighting back.
To return control to the people. To let us all live our
digital lifestyles to the fullest. We are F-Secure, a
company built on Finnish values of honesty, privacy
and integrity. We have pioneered digital security for
25 years, and continue to create today what people
need tomorrow. So our growing number of devices
and connections allow us to create, connect, share
and stay safe anywhere, anytime. So that we are in
control, without having to look over our shoulders,
without fear.
We are a movement, with people at the heart of
everything we do. We make technology do what it
can do for us.
To switch on freedom.
Brand architecture
ENDORSED
Core
BUILDERS
Core
• Our heritage of security product & services, the
foundation of our technology.
• Primary value proposition is security.
• User benefit is primarily rational
(e.g. Removing a virus)
Builders
• The new wave of applications & services.
• Brand equity builders focus on future growth.
• Primary value proposition is security, non security
driven USPs are possible.
• Emotional and rational benefit driven.
• Focus on consumers and SMBs.
Endorsed*
• Younited is the only strategic exception
• Primary value proposition is not security
• Expand the brand territory to an experience driven
brand
*Endorsed: the younited brand is not following the F-Secure brand identity but is always endorsed
by it in order to convey the reliability and security aspects.
Brand architecture
Core
ANTI-VIRUS
BUILDERS
Strong focus on F-secure brand
in order to differentiate from
competition.
The focus is on the application´s brand
to create brand preference.
Brand + category Descriptor
(industry standards) e.g F-secure
ANTI VIRUS
F-SECURE Brand + Benefit Descriptor (emotional
benefit for the user) e.g. F-Secure
FREEDOME
BRANDBOOK AND IDENTITY GUIDELINES11
PRODUCT Naming GUIDELINES
CORE
Think about what the
product does
NAME
Think about what the product
enables and give it a twist
(Freedome and Younited)
NAME
NEW PRODUCT
BUILDER
PRODUCT Naming convention PROCESS
Make sure that you use the checklist from day 1 when you kick-off a new product concept project.
1. Define value proposition, unique selling point(s) and the target segment(s)
2. Get green light to your business case
3. Proto-type the product concept
4. Determine if the concept qualifies for core or builder brand
Core:
5. Create a naming team and engage them in the process
– always include a UX team member
6. Prepare three product brand concepts (names, product identifiers & slogans)
7. Validate the selected one with your steering group
8. Go to marketing and communication plan
9. Make an impact!
Do not check names from F-Secure domain.
Builder:
5. Contact the brand team and select an agency together
6. Create a naming team and engage them in the process – always include a
brand and UX team member
7. Brief the agency (brand team can help creating the brief)
8. Prepare five product brand concepts (names, product identifiers and slogans)
9. Do initial name check (name check tool and google keyword check)
10. Do a cultural and language check - think global!
11. Do a legal /availability check (domain included)
12. Select three concepts with the naming team
13. Test with users/customers (Facebook, focus group, beta testers,
web survey etc.)
14. Validate results together with the steering group and choose the name
15. Do extensive legal check and start the trademark process if necessary
16. Validate your artifacts to work within the App Store world
17. Go to marketing and communication plan
18. Make an impact!
Many products. One brand.
All traffic should be directed to F-Secure.com directly.
YOUNITED.COM
F-SECURE.COM/FREEDOME
F-SECURE.COM
F-SECURE.COM/SAFE
F-SECURE.COM/XXXXX
TONE OF
VOICE
THIS
IS OUR
NEW
VOICE
Clear your throat to get started.
F-Secure speaks, writes, engages and acts
to match the brand’s personality. We do it
consistently from press release to download
button, from convention stand to internal video,
and from CEO presentation to reception desk.
Open your voice and start to communicate!
Brand attributes inform our voice and our
principles of communicating
INTEGRITY
INTUITIon
CURIOSITY
ENERGy
We walk the talk
Simply relevant.
We are empathetic to people’s needs
We shape the future
From people to people.
The user is the driver.
We are passionate about what we do
We are all ambassadors.
INTEGRITY
We walk the talk
Simply relevant.
Get the message across. Communication is part of the user
experience. It helps to use our products and services to the
max. Say what you mean and do what you say.
DOs
DONTs
•
•
•
•
•
•
•
•
•
•
•
•
Straightforward sentences.
Keep the point clear.
Focus on the essential.
Wear your UX hat.
Use language people understand.
Walk the talk.
No longwinded sentences.
Don’t start before you’ve defined the point.
Don’t try to say everything.
Don’t overexplain or assume people “just know”.
Jargon excludes people, so avoid it.
Fluffy promises mislead and confuse.
INTUITION
From people to people.
We are empathetic to people’s needs
Yes, it’s all about people. Whatever we say, we say it as one
human being talking to another. So how to be empathetic?
Imagine being in their shoes.
DOs
DONTs
•
•
•
•
•
•
•
•
•
•
•
•
•
We treat our users with respect.
We educate and entertain.
We simplify.
We’re open.
We’re casual.
We listen to you.
We talk to you.
Don’t babysit.
Don’t preach.
Things must not sound more difficult than they are.
Don’t talk down.
Don’t be a stranger.
Don’t talk to “them”, in the passive, or to “You”.
CURIOSITY
We shape the future
The user is the driver.
The user should always feel in control. We involve people in
product development to make the user experience feel tailormade. By understanding the users’ needs, we shape the future.
DOs
DONTs
•
•
•
•
•
•
•
•
•
•
Guide the user.
Focus on what’s necessary.
Focus on the essential.
Encourage people to explore.
If mistakes happen, it’s our job to fix them.
Don’t push it.
Irrelevant stories just confuse.
Don’t try to say everything.
Don’t guide people to dead-ends.
Never blame the user for mistakes.
ENERGY
We are passionate about what we do
We are all ambassadors.
F-Secure is a movement made up of us advocates and everyone who uses our products
and services. We join discussions as F-Secure employees, and involve ourselves in what’s
going on in the world. We are passionate about what we do.
DOs
DONTs
• Good manners are gold even when you’re
acting bold.
• Be yourself and proud of it.
• Use your voice: link, retweet and share.
• Make topics easy to engage with.
• Love freedom.
•
•
•
•
•
Trolling? Not cool.
Faking it? Won’t fly.
Don’t hide your identity or employer.
Don’t assume everyone instantly knows the latest trends.
Don’t let technology take over.
From practicing our voice to
our voice in practice. Some examples.
From Internet Security
http://www.f-secure.com/en/web/home_gb/internet-security
AFTER
BEFORE
Stay safe on your PC
We have an eye out for you on your PC and online.
We want to make sure you can do what you want to
do. Things you do on your PC are now the same as
you do on your phone or tablet. We’ll keep you safe
when you chat, shop or do online banking.
Stay safe with F-Secure Internet Security.
We will protect your PC
The best protection for your computer and online life.
Complete protection for surfing, shopping, banking
and using social media. F-Secure Internet Security
protects your digital content and you with real-time
protection against malware, hackers and identity theft.
Your online transactions are secured with banking
protection, and you and your children are protected
against harmful and unsavory web sites. The awardwinning technology in F-Secure Internet Security
protects you against existing and emerging online
threats. Easy to install and does not slow down your
computer. F-Secure Internet Security will protect you.
From practicing our voice to
our voice in practice. Some examples.
From PSB
http://www.f-secure.com/en/web/business_global/suites/protection-service/overview
AFTER
BEFORE
Keep your business secrets secret
Even small companies have big secrets. Fear might
not be on your mind, and it shouldn’t be. Security
breaches or malware attacks are real threats to
anyone. We can keep your business safe from
prying eyes and attacks. And that goes for all
devices and all the people. The best thing: taking
fear out of your life is almost invisible to you. You
can just enjoy that your business works.
Complete protection for your business
IT security is fundamental for any business. The costs and other consequences
of a successful malware attack or security breach can be staggering.
Don’t compromize your security - let experts take care of your IT security.
F-Secure Protection Service for Business (PSB) offers complete 360° protection
for the whole IT environment. We make sure your e-mail works, data stays safe
and computers and mobile devices are always up-to-date and protected – so
you can focus on the business itself.
Solution is hosted by F-Secure and managed by certified local IT partner
Comprehensive protection with minimum effort and IT resource allocation
Flexible subscription management and no maintenance
Protection Service for Business does exactly what it should: it protects you
from threats and is essentially invisible in terms of both performance and user
experience.
Social media guidelines
We have close to 1,000 voices and it’s time to get our message out there. But first,
let’s get some basic principles in place.
Basic principles:
Honesty
Always be honest and tell the truth. Twisting the truth will be instantly revealed and
cause a big time backlash.
Passion/specialist
We are all specialists in our field. When you talk about topics touching F-Secure,
show your passion and share what you know. It’s more than most and people want
to hear it from an expert.
Common sense
If you identify yourselves as F-Secure employees online, people have certain
expectations of your behavior. Use common sense in what is good for F-Secure.
Avoid posting anything that might violate confidentiality or offend our clients.
Tips on how to get it right in social media
Each fellow is personally responsible for the content published online.
Think twice before you publish. When using your own profile, be clear that
it’s you and not the company speaking.
After publishing something, it’s always good to follow how the
discussion develops. Tweak, twist and modify the content you have created
to spark discussion.
Feel free to spread the word about F-Secure’s mission using your personal
account. Like, share and take part.
If we screw up, people give us feedback. Don’t let it offend you. Always try
to be as constructive as possible. In cases, when you don’t know what to answer,
direct the issue to people in customer care.
If you are passionate about an issue or topic, let it show. You don’t have to
put on a corporate sordino. If talking about F-Secure online doesn’t feel natural
to you, that’s also fine.
Feel free to talk about what we do but avoid spreading any sensitive
information about F-Secure online.
Don’t publish stuff that would offend our clients and damage our
relationship with them.
If you screw up, correct it before someone picks a fight with you.
Conversations are good. Give credit to people who take part in
discussions.
Collaborate with people around you and ask for opinions and tips.
If you are not totally sure whether a post is good, leave it on the table.
You are a specialist. Add value and your thumbprint on the discussion.
People are hungry for information about online security and want to know
the truth. Start discussions, take part in them, comment and share knowledge.
Be who you are, naturally.
BOILER PLATE
F-Secure is an online security and privacy company from Finland. We offer millions of people around the globe the power to
surf invisibly and store and share stuff, safe from online threats. We are here to fight for digital freedom.
Join the movement and switch on freedom.
Founded in 1988, F-Secure is listed on NASDAQ OMX Helsinki Ltd.
Version 1
There are forces out there that try to limit our online freedom. We are here to fight for it.
Join the movement and switch on freedom.
Version 2
F-Secure is a security and privacy company from Finland. We fight for digital freedom –
today and tomorrow. Join the movement and switch on freedom.
VISUAL
IDENTITY
one
F-Secure
brand
Let's face it. Before, we weren't very good at
creating one consistent experience. We've
changed.
We will have one voice, one look and one
behavior on all surfaces and screens. When you
are small and agile, it's even more important to
act, look and feel like one. We just can't afford a
new hairstyle every day.
The F-Secure experience feels the same
regardless of day, screen, weather or mood.
The new brand in a nutshell
We live in a multiscreen
world, and have a unified
look on all screens.
Simple and informative
iconography makes our stuff
easier to use.
Before we were mostly blue.
Now we are colorful.
Same
rules
apply TO
you and
risto
WHAT ARE
GOOD LOOKS
MADE OF?
switch
oN
freeDom
Watch the video
the fox
jumps over
the fence
F-secure.com/
Parci dolorit arument, quas modignitem
estrum quam, aci cuptate pore non preri
volupta tibeaqu idebist otatio.
Mil eumquiatur? Rorestrum
everes eos idendi nobis dolorerrorit occumqu atecturi omnis aut utet laceperrori dolore
cus neseque la doloremporro
magni od quiatur a sunditate
cuptas dolestrunt, cus ipiendis
into el magnis soluptiunt dunt
volorem oditis deratiis mos mi,
aut porecerate maximin ctotatusa porestr uptaepe litiass undellupicid utem. Quisquam cusa
nimus dis niam, cus destis undi
ute consedi genimo ommodicipsa nonsenient ellentio eicia solore nonet quis voluptatur moluptae plignat ut eum laut di tem
quas voles conserum re poribus
seraere riatatur ad et autas aut
quam, in niti a non elis ipsam ullit eosam ut aut unt faccatiam,
simus ma aut lab ipsanie nihilias
molupidem aut que expero mod
que dolorat inusamus rempore
por si dissum re volore simincto
et laut quatiis event.
Lenduscia sundi totatiat.
Agnima as endio. Itas maiossim volupta cullabo. Te dolores
non et quos sim vendemodit,
ea vitisto ipsandelicia nistio di ut
oditi ut la que el in num faciissite
volores volupta sitius quiandis
iduntum vendipsam.
Our great logo deserves to live on.
Now we only use its flat version.
We have things to say and we say them loud
and proud. We use big, bold and colorful
headlines whenever we can.
The typo is the same as before. Now its use
is just bolder and stricter.
Simplicity rules when giving
people what they want.
F-SECURE In our photos we embrace the
energy of the world out there.
One style has become many
clearly defined styles.
LOGO
AND
SLOGAN
logo v.1 and v.2
2 rules:
Respect the safe area around the logo
Mind its minimum size of use
V.1 Horizontal
Minimum dimension:
Print media : W = 20 mm
x
V.2 Vertical
Minimum dimension:
Print media : W = 15 mm
x
2x
x
x
x
x
x
x
x
safe area AND position
y
x
x
x
y
x
x
Logo Operator co-branding
The relationship between F-Secure and its partners is signaled by using specific
versions of the logo. When the partner’s business includes the use of F-Secure
technology as a protection service (e.g. Internet Service Providers) or in another
product (OEM) providing protection, the “by” logo is to be used.
x x
SLOGAN
Here's our new slogan. Use it replacing "Protecting the irreplaceable".
V.1 One line Slogan
V.2 Three line Slogan
color
palette
A
colorful
brand in a
colorful
world
Splash some color and take a stand.
In this world of constant flux, it can all appear a blur.
But not to us. We see where the world and human
behavior is heading, and shape it for the better.
Our bold choices show our nature, and set us free
from bleak future visions. We want to be seen to
share our mission.
Our colors reflect the pace and intensity of the
world today, and the diversity of our products and
actions. Strong colors never lose their electricity.
Feel the buzz.
primary colors
Make your favored combinations with this defined set of primary colors. 1 color for the background, 1 color for the headline.
If you want to highlight any words in the headline, please use black as the basic color and the highlight color for the word(s)
you want to highlight. Go to pages 44 and 45 for guidelines on how to combine background and highlight colors.
RGB
2 55. 51.102
17 1. 51. 2 55
0.186. 2 55
2 55. 2 37.0
0. 2 37.17 1
2 37. 2 37. 2 37
0.0.0
HEX
#FF 3 366
#AB 3 3FF
#00BAFF
#FFED00
#00EDAB
#EDEDED
#000000
PMS
192 5 C
74 42 C
299 C
803 C
(113 C)
3 385 C
Black C
CMYK
0.95.45.0
55.75.0.0
65.9.0.0
0. 5.100.0
62.0. 52.0
0.0.0.100
color Palette RGB
Primary colors
+ Hues
UX Exclusives
2 55. 51.102
17 1. 51. 2 55
0.186. 2 55
2 55. 2 37.0
0. 2 37.17 1
2 37. 2 37. 2 37
186.0.102
102. 3 3. 20 4
0.120. 2 55
2 55.17 1.0
0. 20 4.13 5
102.102.102
2 21.0.102
13 5. 3 3. 2 2 2
0.153. 2 55
2 55. 20 4.0
0. 2 2 2.153
153.153.153
2 55. 51.102
17 1. 51. 2 55
0.186. 2 55
2 55. 2 37.0
0. 2 37.17 1
186.186.186
2 55.88.130
186.102. 2 55
0. 20 4. 2 55
2 55. 2 55.0
51. 2 55.186
2 2 2. 2 2 2. 2 2 2
2 55.13 3.163
214.163. 2 55
102. 2 24. 2 55
2 55. 2 55.102
13 3. 2 55. 214
2 37. 2 37. 2 37
10. 52.63
0.190.95
2 51. 5 4. 5 4
0.186. 2 55
2 55.17 1.0
0.0.0
0.102.153
color Palette HEX
Primary colors
+ Hues
UX Exclusives
#FF 3 366
#AB 3 3FF
#00BAFF
#FFED00
#00EDAB
#EDEDED
#BA0066
#6621CC
#0078FF
#FFAB00
#00CC87
#666666
#DE0066
#87 21DE
#0099FF
#FFCC00
#00DE99
# 999999
#FF 3 366
#AB 3 3FF
#00BAFF
#FFED00
#00EDAB
#BABABA
#FF5882
#BA66FF
#00CCFF
#FFFF00
#3 3FFBA
#DEDEDE
#FF85A 3
#D6A 3FF
#66E0FF
#FFFF66
#85FFD6
#EDEDED
#0A 3 43F
#00BE5F
#FB 3636
#00BAFF
#FFAB00
#000000
#006699
color palette PMS AND CMYK
2 20 C
2612 C
3005 C
130 C
3 4 05 C
192 5 C
74 42 C
299 C
803 C (113 C)
3 385 C
190 C
2577 C
2985 C
50% Process
Yellow C
7478 C
0.95.45.0
55.75.0.0
65.9.0.0
0. 5.100.0
62.0. 52.0
F-SECURE 0.0.0.100
logo color combinations
Logos are always in primary colors.
The hues of the color palette help to create a result that is well-contrasted and readable-to-all.
Selection of hues for background colors.
Primary colors
No-no’s logo color combinations
logo BLACK & WHITE
The black version of the logo is used to create rhythm when used with the headline system.
Prefer the colored versions of the logo to the white version, use the white if it’s the only
possibility to achieve a readable output. On partner materials and in their digital channels these
can be used if required.
color Combinations Primary RGB
Here are the allowed color combinations.
For the color combinations allowed for the logo, please report to page 41.
color combinations Primary CMYK
Here are the allowed color combinations.
For the color combinations allowed for the logo, please report to page 41.
Use of the hues ON RGB
Combinations using hues are allowed to
increase contrast & readability
Logo
Logo
Logo
Logo
color
color
color
color
headline headline headline headline
Logo
Logo
Logo
Logo
color
color
color
color
No-no’s combination problems ON RGB
These combinations are not allowed.
Logo
Logo
Logo
Logo
color
color
color
color
Logo
Logo
Logo
Logo
color
color
color
color
No-no’s combination problems ON CMYK
These combinations should be avoided.
Logo
Logo
Logo
Logo
color
color
color
color
Logo
Logo
Logo
color
color
color
headline headline headline
typo
graphy
WE
ARE
BOLD
We have things to say and we say them out loud.
That’s why big bold headlines are a key element
of our identity. There are obviously some rules,
but when you go big with typo and wild with
color, you won’t do big mistakes. Let’s get our
voice out there.
TYPOGRAPHY
PRINT
WEB
Headline –
Headline –
F-SECURE SANS HEADLINE
F-SECURE SANS HEADLINE
Sub-headline –
Sub-headline –
F-Secure Sans Regular
F-Secure Sans Light
Body text –
Body text –
F-Secure Sans Light
TYPOGRAPHY UX
Windows
ANDROID
iOS / MAC OS
Product naming –
Product naming –
Product naming –
F-SECURE SANS
HEADLINE
F-SECURE SANS
HEADLINE
F-SECURE SANS
HEADLINE
Headline –
Headline –
Headline –
Segoe WP Light
Roboto Thin
Helvetica Neue Thin
Sub-headline –
Sub-headline –
Sub-headline –
Segoe WP SemiLight
Roboto Light
Helvetica Neue Light
Body text –
Body text –
Body text –
Segoe WP Regular
Roboto Regular
Helvetica Neue Regular
TYPOGRAPHY Back-up font
ARIAL
Headline –
ARIAL BOLD
Sub-headline –
Arial Bold
Body text –
Arial Regular
use of
typo
SWITCH
ON
FREEDOM
THE QUICK
BROWN FOX
JUMPS OVER
THE LAZY DOG
THE FOX
JUMPS OVER
THE FENCE
USE BIG
HEADLINE
FOR
PRINT
switch
on
freeDom
HEADLINES HOW TO
1
Choose your format.
2
Create margins - larger margins allow for
a fresher layout, with more air around the
block of type.
3
4
5
1
(A4)
Set your headline font to Fsecure Sans
Bold (or Fsecure Sans Headline), All Caps,
Metrical Kerning, -50 Tracking with no
hyphenation.
To make the text more compact set the
words into different lines - preferably one
word per line. For longer texts, more than
one word per line is allowed, as long as the
"compact" look remains.
Increasing the font size of the entire text,
make the longest line fill the whole width of
the format, margin to margin.
2
Fsecure Sans Bold
All Caps, Metrical Kerning,
-50 Tracking
3
4
THIS IS THE HEADLINE
5
THIS IS
THE
HEADLINE
F-SECURE THIS IS
THE
HEADLINE
HEADLINES HOW TO
6
7
8
9
Once you establish the font size set the
leading to that same exact value. After that,
change the leading to 65%. You'll get a tight
look between the lines. (i.e. if you set your
font size to 90 pt, then the leading to 90 pt,
once you decrease it to 65% you'll get a value
leading of 58.5 pt).
6
7
Font size 90 pt
Leading 58.5 pt
THIS IS
THE
HEADLINE
THIS IS
THE
HEADLINE
If you want the real look of F-Secure, make
the entire text black and highlight one or
more consecutive words in any of the bright
F-Secure colours.
8
Now that the text is set correctly, just make
sure to position the text block centred on
the page/format. Check that the space on
top and on the bottom is equal.
To finalize, some optical tweaks might be
needed. Sometimes, even thought the type
is metrically center aligned, some words can
look unbalanced - move the lines a bit to the
left or right to make things better.
9
THIS IS
THE
HEADLINE
CENTER ALIGNED HEADLINE
Let's make it tight. Not too much air between
the lines or the letters. The main headlines
are always centered and the main focus of the
layout. Compact does it.
After setting your font size (pe. 70 pt), set the
leading to that same value (70 pt) and then
decrease the leading to 65%. That should give
you a value of about 45 pt - that proportion is
the default setting for the line spacing on the
headlines.
The kerning for the headlines is Metrical and the
Tracking is -50.
70 pt
-50 Metrical
45.5 leading
THE QUICK
BROWN FOX
JUMPS OVER
THE LAZY DOG
For smaller headlines some adjustments are
necessary for legibility. Font sizes below 28pt
should have a leading proportion of 70% and
tracking of –40.
USE OF FULL STOP
Avoid using full stop in headlines.
The center alignment is to look visually balanced at all
times. This is important. To achieve that look, some
tweaking may be necessary. Especially on the last line
and if it ends with a full stop.
WE
WE
ARE
ARE
BOLD. BOLD.
LEFT ALIGNED HEADLINE
As a secondary option headlines can be aligned to the left.
This is specially useful online or if the framing of the image
works best with this alignment.
THE QUICK
BROWN
FOX JUMPS
OVER THE
LAZY DOG
how to use the Headline font with special characters
1
type your headline:
2
add the most special
character you’ll ever use:
3
adjust the line height so that
there’s the same space above and
under the special accent:
4
remove the special character,
you’re set. Kiitos!
This is
the Headline
This is
the HEËadline
This is
the HEËadline
his
eËa
This is
the HEadline
TYPOGRAPHY hierarchy AD
Headline –
F-SECURE SANS
HEADLINE
Sub-headline –
Body text –
F-Secure Sans Light
the fox
jumps over
the fence
Mil eumquiatur? Rorestrum everes eos idendi nobis dolorerrorit
occumqu atecturi omnis aut utet
laceperrori dolore cus neseque la
doloremporro magni od quiatur
a sunditate cuptas dolestrunt, cus
ipiendis into el magnis soluptiunt
dunt volorem oditis deratiis mos
mi, aut porecerate maximin ctotatusa porestr uptaepe litiass undellupicid utem. Quisquam cusa
nimus dis niam, cus destis undi
ute consedi genimo ommodicipsa nonsenient ellentio eicia solore nonet quis voluptatur moluptae plignat ut eum laut di tem
quas voles conserum re poribus
F-SECURE seraere riatatur ad et autas aut
quam, in niti a non elis ipsam ullit
eosam ut aut unt faccatiam, simus
ma aut lab ipsanie nihilias molupidem aut que expero mod que
dolorat inusamus rempore por si
dissum re volore simincto et laut
quatiis event.
Lenduscia sundi totatiat.
Agnima as endio. Itas maiossim
volupta cullabo. Te dolores non et
quos sim vendemodit, ea vitisto
ipsandelicia nistio di ut oditi ut la
que el in num faciissite volores volupta sitius quiandis iduntum vendipsam.
TYPOGRAPHY hierarchy web
Headline –
F-SECURE SANS
HEADLINE
Sub-headline –
F-Secure Sans Light
Body text –
the fox
jumps over
the fence
Parci dolorit arument, quas modignitem estrum
quam, aci cuptate pore non preri volupta tibeaque
vehicule idebist otatio.
Mil eumquiatur? Rorestrum everes eos idendi nobis dolorerrorit occumqu atecturi omnis aut utet laceperrori dolore cus neseque la doloremporro magni.Occum num quas et omnimil igenduc iendipi squatio.
Et vendest iorectur? Qui dipsandem. Menihil ignimol oruptat ureptur a
vellatium quunt officidiost, quae dionsed quaepre veressit.
Abou dabi
CTAs
F-SECURE SANS
HEADLINE
TYPOGRAPHY hierarchy UX
Product naming –
F-SECURE SANS
HEADLINE
Headline –
System Font Thin
Sub-headline & Info –
System Font Light
CTAs & Body Text –
System Font Regular
TYPOGRAPHY ratio
the fox
jumps over
the fence
Parci dolorit arument, quas modignitem estrum quam,
aci cuptate pore non preri volupta tibeaque vehicule
idebist arumasalot otatio.
Mil eumquiatur? Rorestrum everes eos idendi nobis dolorerrorit occumqu atecturi omnis aut utet laceperrori dolore cus neseque la doloremporro magni.
Occum num quas et omnimil igenduc iendipi squatio. Et vendest iorectur?
Qui dipsandem. Menihil ignimol oruptat ureptur a vellatium quunt officidiost,
quae dionsed quaepre veressit.
Abou dabi
Font Size Ratio –
Headline 96pt
Leading 62pt
Tracking -50
1:4
Sub-headline 24pt
Leading 26pt
Tracking -10
1:1.5
Body 18pt
Leading Auto
Tracking -25
These measurements are set so you will have an idea of the
ideal ratio needed to build the layout. Considering the wide
number of variables that can occur (size of the documents,
amount of text, etc...) we are aware that these are purely
hypothetical.
TYPOGRAPHY BACK-UP FONT
Headline –
ARIAL BOLD
Sub-headline –
Arial Regular
Body text –
Arial Regular
the fox
jumps over
the fence
Parci dolorit arument, quas modignitem estrum quam,
aci cuptate pore non preri volupta tibeaque vehicule
idebist pelatio dignite otatio.
Mil eumquiatur? Rorestrum everes eos idendi nobis dolorerrorit occumqu atecturi omnis aut utet laceperrori dolore cus neseque la doloremporro magni.Occum num quas et omnimil igenduc iendipi squatio.
Et vendest iorectur? Qui dipsandem. Menihil ignimol oruptat ureptur a
vellatium quunt officidiost, quae dionsed quaepre veressit.
NO-NO'sTYPOGRAPHY
the fox
jumps over
the fence.
Parci dolorit arument, quas
modignitem estrum quam,
aci cuptate pore non preri.
laceperrori dolore cus neseque
la doloremporro magni od quiatur a sunditate cuptas dolestrunt,
cus ipiendis into el magnis soluptiunt dunt volorem oditis deratiis
mos mi, aut porecerate maximin
ctotatusa porestr uptaepe litiass
undellupicid utem. Quisquam
cusa nimus dis niam, cus destis
undi ute consedi genimo ommodicipsa nonsenient ellentio
eicia solore nonet quis voluptatur
moluptae plignat ut eum laut di
tem quas voles conserum re poribus seraere riatatur ad et autas aut
dolorat inusamus §
the fox
jumps over
the fence.
the fox
jumps over
the fence.
Parci dolorit arument,
modignitem estrum quam, aci
cuptate pore non preri volupta
tibeaqu idebist otatio.
undi ute consedi genimo ommodicipsa nonsenient ellentio
dolorat inusamus §
F-SECURE undi ute consedi genimo ommodicipsa nonsenient ellentio
dolorat inusamus §
placing headlines, no hyphenation
the
groundhog
has
regularly
failed to run
!
the groundhog has regularly
failed to run
The chosen solution will be problematic in the narrow format, mobile web
layout, high banners, etc. making the size of the headline dependent on
the length of the words, losing the "shouting" effect.
HOW
TO USE
HEADLINES?
HeadlineText area
x
x
HeadlineText areA, exception 1
x
x
x
TEXT AREA
x
x
x
F-SECURE x
HeadlineText area, exception 1
Up to 5 lines of text.
the fox
jumped over
the fence
and escaped
in the wild.
x
y1
x
x
TEXT AREA
y2
x
x
x
y1 = y2
y1
Up to 3 lines of text.
the fox
jumps over
the fence.
y1 = y2
y2
the fox
jumps over
the fence.
y1
y1 = y2
y2
HeadlineText area, No logo
If for any reason the logo is not part of the layout, the safe area will be
determined by the height (x) of the letters used for the headline.
x
x
the fox
jumps over
the fence.
x
F-SECURE y1
x
y1 = y2
x
y2
HeadlineText area, no logo
x
x
the fox
jumps
y1
x
x
y1 = y2
y2
x
HeadlinEText area, Portrait
y1
the
fox
jumps
y2
the fox
jumped
over the
fence and
escaped
in the
wild.
y1
y2
y1 = y2
y1 = y2
HeadlinE16:9
HEADLINES
ON MOVING
IMAGE
HEADLINES
ON MOVING
IMAGE
HEADLINES
ON MOVING
IMAGE
HEADLINES
ON MOVING
IMAGE
HEADLINES
ON MOVING
IMAGE
F-SECURE HEADLINES
ON MOVING
IMAGE
Logo
color
headline
Logo color System
Logo
color
headline
Logo
color
headline
Logo color EXAMPLE
Freedome
for all
MADE
IN FIN
LAND
F?
MAKE IT
A BETTER
PLACE.
the fox
jumps.
PHOTO/
VIDEO
STYLE
NOW
YOU CAN
FOCUS
We are a movement. We breathe the same air as
our users. Everything F-Secure does feels simple,
relevant and alive.
The F-Secure visual look and tone of voice create
an approachable and vibrant feel. Brand photos
and the way they're produced are true to the
brand philosophy.
New world:
Transparency.
Honesty.
Energy.
Valuable.
Social.
It’s about us.
F-SECURE Old world:
Top down.
Artificial.
Static.
Expensive.
Corporate.
We tell you.
Photo style subjects
F-Secure is a visual company that evokes emotion. Quality photography is key to
creating this experience. Brand photos are divided into three buckets:
My device
Shots of tools and devices we use in our daily
lives. Devices should always be in context and
we should see signs of life in the picture.
We choose freedom
Shots of people who are free and feel free.
It's a good feeling, but we should avoid being
overly happy.
One with tech
At its best technology is a seamless part of our lives. This
bucket is about shots of people using tech in different
forms and contexts.
Photo style Effects
Even when F-Secure celebrates different styles, certain rules need to be in place. With
four different filters used across all photos, we will create a consistent yet vibrant feel.
With our photos we should show that we breathe the same air as our users. Let’s be
social, active, creative, alive and kicking.
Northern crisp
This filter is about fresh air, light and energy.
Coffee shop
Warm, human and emotional – the viewer can travel
in time and dream.
Photo style Effects
Diginative
This filter embaces the digital media we use in our
everyday lives. Diginative has energy, brightness and
progressiveness.
B&W
To spice up the colorful photos we also use black
and white, which calms down the overall colorful
world of F-Secure.
Photo style composition
Photo style examples
PHOTO STYLE TYPO on top of pictures
Big headlines and body text can be placed on top of pictures as long as the legibility is
not compromised. Photos should be selected wisely.
If you have challenges in using black text on top of the image, use just one color.
the fox
jumps over
the fence
Parci dolorit arument, quas modignitem estrum quam, aci
cuptate pore non preri volupta tibeaqu idebist otatio.
the fox
jumps over
the fence
TONE OF
VOICE
SWITCH
ON
FREEDOM
the fox
jumps over
the fence
VIDEO STYLE
Same rules and safety areas apply when adding typography or visual elements on top of video.
Follow the photo style guidelines when shooting moving images.
WRITE
TITLE
HERE
WRITE
TITLE
HERE
SUBTITLES CAN
GO ON CORNERS
Body copy in
Regular or Light.
SWITCH
ON
FREEDOM
ICONO
GRAPHY
Icons
show the
intuitive
path
Icons need to be understood before the
user starts to analyze. They are intuitive,
go hand in hand with the typography and
make all that we do easier to use.
Pull them in.
ICONOGRAPHYCHARACTERISTICS
Please contact the UX team if new icons are needed.
ICONOGRAPHYSAMPLE
– Function icons
– Feature icons
– Device icons
online
presence
F-secure.com/
MULtiple
screens
one
experience
2a
3a
a
2a
Watch the video
a
F-secure.com/
x
x
3x
a
Personal
Business
2a a 2a
Operators
a 2a
y
y
c
b
GET YOUR
freeDomE
1/2b
Check our video
c
3x
F-secure.com/
x
x
c
MULTI
SCREEN
b
2/3b
Nulluptatum is ium adis dest ex eumenim
oloara rumya exceptate tatum is ium adis
desmya exca. Disqui destios duciento mole
vellore hendipic.
Minimum size in between the
elements is 1/2 b, in order to
keep an harmonious overall
feeling the space between the
elements shouldn’t increase
the referal size: b.
2/3b
Personal
Business
c
x
F-secure.com/
x
x
c
GET
Younited
b
1/2b
By F-Secure
Minimum size in between the
elements is 1/2 b, in order to
keep an harmonious overall
feeling the space between the
elements shouldn’t increase
the referal size: b.
1/2b
Nulluptatum is ium adis dest ex eumenim
oloara rumya exceptate tatum is ium adis
desmya exca. Disqui destios duciento mole
vellore hendipic.
1/2b
Visit younited.com
c
x
call
to
action
CALL TO ACTION Colors
Primary Level
2nd Level
3rd Level
Watch the video
Watch the video
Watch the video
CALL TO ACTION WEB
PC & Tablet
2x
3x
x
2x
x
Watch the video
100%
Watch our video
CALL TO ACTION WEB
Mobile
3x
Get it now
x
x
x
x
Screen width
100%
Get it now
CALL TO ACTION UI
3x
Register
x
x
x
x
Screen width
100%
Register
RESPONSIVE
DESIGN
F-secure.com/
WEB tablet
Personal
Personal
Business
Business
Operators
Operators
Watch the video
Watch the video
Personal
Business
Operators
Personal
Business
Operators
WEB Mobile
switch
on
freeDom
multi
screen
Nulluptatum is ium adis
dest ex eumenim oloara
rumya exceptate.
younited
freeDome
Ned ut haru re volup
tatem lique natemporis
et aliam, ne alit reped
quiducimpos veratem gia
que porrorum dit int.
Ferferup taessitas reseque modipsame reptas
dolorerene eniam hil ipsunte mperum qui sequatum ilignatendit ut ut quo
to doleste rest.
Visit Younited.com
Subscribe!
Personal
Business
Personal
Operators
Business
APP
icons
iOS
key
freedome
key
freedome
Android
WIndows
key
freedome
key
freedome
key
SPLASH
SCREEN
x
x
y
y
APP
STORE
Please contact the e-commerce team for more information on our presence on the different app stores.
OUR
PARTNERS
RESPECT
IS THE FIRST
RULE OF
PARTNER
SHIP
We're in this together. Partnering up
with other companies helps us deliver
our products to all the people that
want them. Let's follow the rules and all
parties will be happy doing business.
The first rule of every partnership is:
Don't compromise the F-Secure brand.
PARTNER VISIBILITY EXTRA SMALL
partner.com/
PARTNER PAGE
EXTRA SMALL
“Protection by
F-Secure” at foot of
client/page.
Virtually invisible.
Protection by F-Secure
PARTNER VISIBILITY SMALL
partner.com/
PARTNER PAGE
SMALL
As above, but with
some credit given to
F-Secure in web copy.
Est, qui alique quiam quiandi gendigendae et aliquas asit omnime vid qui doluptae. Itatem int dolupiet fuga.
Protection by F-Secure
PARTNER VISIBILITY MEDIUM
partner.com/
PARTNER PAGE
MEDIUM
Logo visible on Partner Web,
some with link to our site
(few), normally with F-secure
provided copy and Award
logo. More obvious here that
F-Secure is providing service,
but only if someone is looking
for security.
Est, qui alique quiam quiandi gendigendae et aliquas asit omnime vid qui doluptae.
Itatem int dolupiet fuga. Sus doluptat molut atur. Optatisquos nosa cupidebis
conseque doluptat omnihit rectibus delest, quatur mo.
PARTNER VISIBILITY LARGE
partner.com/
PARTNER PAGE
SERVICE PROVIDED BY
LARGE
Now the Partner openly
says, on main pages, that
the service is provided by
F-Secure. This may still be a
Partner-branded client, but
the Partner makes it clear that
a “real” security company is
behind their product.
PARTNER VISIBILITY EXTRA LARGE
partner.com/
PARTNER PAGE
EXTRA LARGE
The client page itself is
F-Secure branded. No
getting away from that,
even though provisioning
and support still offered
by Partner. From visibility
point of view, this is
F-Secure product.
as maxim
vent apides
et ut adignitae
PARTNER VISIBILITY EXTRA EXTRA LARGE
f-secure.com/productpage
EXTRA EXTRA LARGE
Affiliate model, where
Partner simply offers their
customers an introduction
to F-secure. F-Secure
branded, provisioned and
supported. Direct link to
F-secure's homepage or
product page.
as maxim
vent apides
et ut adignitae
F-Secure
experience
how
do we
feel
like?
A unified brand experience is more important
than ever. The same way we set rules for the
use of typography, we set some basic principles
for the F-Secure experience. The goal is to give
tools to create one unified experience across the
whole customer journey.
The following pages illustrate the F-Secure
experience through the different stages of the
journey.
F-secure customer EXPERIENCE
Users have the power in the digital world – and they are using it. People spread the word about
negative experiences and advocate good ones. To spread the good word, our user experience
has to be consistent at each stage of the journey.
Awareness
Purchase
How do people get to
know F-Secure and our
products?
How people buy our
products online and
offline.
Engagement
First real contact between
people and us.
Use more
Use
People using our
products for the
first time.
When people start using
new features or other
F-Secure products.
Advocate
People talk about our
products and services.
Response can be positive
or negative depending on
the experience.
Note:
Above this journey F-secure has other journeys too.
Awareness
People hear about us for the first time. Sometimes we
create awareness, but usually it’s created by people using
our services and the word of mouth that follows.
2014
IS NOT
1984
Principles:
We have a point of view.
We’re clear on what we promise
We’re smart, creative and commercial
We’re unexpected but always to the point
TAKE
BACK
CONTROL
In practice:
1. Clear and to the point communication that gets noticed.
2. Content that gets shared.
3. Guerilla activities that are talked about.
4. Information that creates value and discussion.
Switch on freedom! #loremipsum
@John Cooper
Switch on freedom! #loremipsum
@John Cooper
Engagement
People engage with us around the clock, around the world.
Perhaps they’ve already decided to purchase our product,
or they are looking for additional information. Stepping into
F-Secure’s world should always feel good and push people
to the right purchase decisions.
THIS
IS WHAT
YOU GET
SWITCH
ON
FREEDOM
Principles:
Unified experience in all channels.
We inspire action and reinforce trust.
Engaging and relevant content drives purchases.
In practice:
1. Content on social platforms
2. Landing page
3. Product pages
4. Mobile sites that drive traffic
5. App store presence that engages and stands out
MIKKO HYPPÖNEN
SWITCH
ON
FREEDOM
twitter.com/FSecure
Purchase
F-Secure is always available, easy to buy and easy to
onboard.
Principles:
Simplicity drives purchase.
Know the customer to deliver relevant information.
Easy installation.
Positive first experience.
Fluid onboarding.
In practice:
1. Easy and transparent pricing and plans
2. Clear CTA’s
3. Icons that stand out
Use
The first impression of our products
delivers on our promises.
Principles:
Installing is easy and simple.
We encourage rating.
Feedback channel is always available.
In practice:
1. Installation
2. Tutorial
3. Signature gesture
4. Sharing
THE
PRODUCT
IN A
NUTSHELL
KEY
FEATURES
MORE
KEY
FEATURES
PLEASE
RATE US
SPREAD
THE
WORD
LOGIN
1
HEADLINE
WELCOME
FOR
THE
TO
F-SECURE
NEWSLETTER
Rate now
Name
Rate later
Password
Give us feed back
HEADLINE
YOUR
FOR THE
ACCOUNT
NEWSLETTER
INFO
Fuga.
Fuga.
Nem Nem
quam, quam,
velende velende
rferrum
rferrum
planisim
tectur
in planisim
ius,in
tectur
sandamius,
sitatat
urerem.
Ut amsitatat
volorrum
Arumet quas
sandam
urerem.
Ut
volumquam que experectur as alitatem
am
volorrum
Arumet
quas
volorrumque prerum everenis santio.
volumquam que experectur.
Use MORE
Is everything ok?
- the F-Secure team
The crowd to sell more to are the people who
already use our services. We help people find
features and products they’re not using.
Principles:
The better we know our user, the better we
serve them.
We constantly activate people to use our
services.
Get people to upgrade with the right message
at the right time.
Always relevant, never intrusive.
In practice:
1. Upgrade messages
2. In-app upsell features
3. Emails that activate the use and introduce
new services
4. Bundling
Get younited
THE
PRODUCT
IN A
NUTSHELL
1
HEADLINE
FOR THE
NEWSLETTER
HEADLINE
FOR THE
NEWSLETTER
Fuga. Nem quam, velende rferrum
in planisim ius, tectur sandam sitatat
urerem. Ut am volorrum Arumet quas
volumquam que experectur as alitatem
volorrumque prerum everenis santio.
Advocate
Most purchase decisions are driven by word of mouth. People want to get
recommendations about new apps and services. Good service and a great
user experience at each stage of the journey drive advocacy.
Principles:
Transparency and honesty feed discussion.
Active own media.
We participate in and drive discussion.
We reward advocates and support sharing
Tianiene exceatiam volest,
eos as precepedi nimaio.
Nam que pa comnit am
voloritae cullique comnien
ditat. Nequate reiusae
Share
In practice:
1. Consistent presence in our own media
2. Rewarding active advocates
4. Sharing functions
5. Ratings
A key to F-Secure experience
In order to create a memorable F-Secure experience, we need
to behave consistently across the whole customer journey.
People talking positively about us is very good business.
LOGIN
Name
THIS
IS WHAT
YOU GET
Awareness
Password
Share
Purchase
Use more
Use
Engagement
Advocate
The work
starts here.
JOIN THE
MOVEMENT.
we fight
for digital
freedom

f-secure brandbook and identity guidelines 1

Transcription

Similar documents

Mikko Hypponen Chief Research Officer, F-Secure Mikko

About F-Secure - 21CRM Systems

Anti-Virus Comparative February 2006 - AV

Threat Summaries Volume 1: 2006 - 2002 - F

How Soon Do You Want To Know? Too Many Sources

PDF - F

F-Secure H2 2013 Threat Report

Ordering ISPLS Apparel through Lands` End Business Outfitters