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Magellan Brand Guidelines
Oct 2013
1
Protecting the Brand and Trademarks
Guiding Principle
Protecting and strengthening the brand
creates benefits for the company including:
n Clear competitive differentiation
n Instant credibility and trust
n Loyal customers
n Lower costs of marketing
n Increased channel leverage
n Barriers to new competitors
The purpose of this guide is to provide a tool
to preserve and strengthen the unity and
consistency of the Magellan brand. These
guidelines should be used when creating a wide
range of Magellan brand communications for
marketing, tradeshows, internal and external
presentations and more.
Trademarks can be lost if they are not
used correctly. A trademark is lost when
it becomes generic and sneaks into the
language as a common name description
of the product, as distinguished from the
source and identity of the product. If a
trademark becomes generic, the original
owner loses exclusive rights to use the
mark. Any competitor can then use the
trademark and take advantage of the
advertising and promotion dollars spent by
the former owner. Some famous former
trademarks that have become generic are
nylon, escalator, kerosene, and zipper.
These elements ultimately shape public opinion
about Magellan products and work together to
establish a recognized and trusted brand.
This guide has been developed to ensure
consistency across our communications. It is
important to follow these guidelines in order
to maintain and augment the voice and identity
of Magellan products and strengthen brand
recognition.
Fortunately, it is fairly easy to protect
our trademarks. You only need follow
the rules of proper trademark usage as
outlined in this guideline.
Vision
The Magellan brand is a valuable business asset.
Because it is our corporate and our product brand,
the reputation of the company and the reputation of
our products are closely linked and can never be
viewed separately.
Magellan Brand Guidelines – Oct 2013
2
Magellan Brand
Introduction 2
Magellan Templates
15
Table of Contents
3
Product Feature Icons
16
Using the Magellan Brand Name
4
Presentation Template
18
Magellan Logo Specifications
5
Marketing Materials
19
Magellan Color Applications and
Logo Treatments
8
Product Image Rules
27
Brand Color Palette
9
Co-branding 10
Typography
11
Magellan Sign-off and Trademark
12
Magellan Trademarks
13
Brand Imagery
14
Magellan Brand Guidelines – Oct 2013
3
Using the Magellan Brand Name
Brand Name Examples
YES!Magellan is a leading GPS navigation company.
NO! MiTAC is a leading GPS navigation company.
YES!MiTAC Digital Corp. is a wholly-owned subsidiary of MiTAC International Corporation and is headquartered in Santa Clara, CA.
NO! MiTAC Digital Corp., Inc. is a privately held company with headquarters in San Dimas, CA
YES!© 2010 MiTAC International Corporation. All rights reserved.*
NO! © 2010 Magellan. All rights reserved.
*This is a legal copyright line.
Magellan is the name used to describe the consumer
brand to the market. While the legal name of the
company is MiTAC Digital Corp., MiTAC Digital Corp. also
has three fictitious business names: Magellan, Magellan
Mobile, and Magellan GPS. MiTAC Digital Corp. is only
used for legal purposes on contracts or other legal
documents.
The Mio logo must conform to Mio brand guidelines.
Do not refer to the company as MiTAC Digital Corp. in
marketing documents.
The Navman Powered by Magellan logo must conform
to Magellan brand guidelines.
The Mio Powered by Magellan logo must conform to
Magellan brand guidelines.
The Navman logo must conform to Navman brand
guidelines.
Mio Powered by Magellan is the name used to describe
Magellan products sold and marketed under the Mio
brand outside the US and Canada.
Navman Powered by Magellan is the name used to
describe Magellan products sold and marketed under
the Navman brand outside the US and Canada.
Magellan Brand Guidelines – Oct 2013
4
Magellan Logo Specifications
1.0"
Magellan Logo
Minimum Size Requirement
Height of M
Minimum Clear Space
The logo representing the Magellan brand is displayed
above. When referencing Magellan as the company, do
not use any registration mark next to Magellan. When
referencing Magellan as a trademark, always follow the
trademark with the appropriate trademark notice (™ or
®) and copyright footnote. The appropriate trademark
notice should appear at least once in each piece of
printed matter, preferably the first time the trademark
appears. The copyright footnote usually appears at the
bottom of the last page. Most importantly, a trademark
is a proper adjective and when used such as in
advertising, catalogues, promotions, brochures, hang
tags, radio, etc., must always be followed by its generic
or common name. The trademark should never be
used alone when it appears in text. In order to maintain
consistent quality with regard to the reproduction of
the Magellan brand and mark, please use only the
electronic artwork provided by Magellan Corporate
Marketing.
Magellan Brand Guidelines – Oct 2013
When using the Magellan logo, please be mindful of
the minimum allowable size restriction and minimum
amount of clear space permissible around the logo.
There is no maximum clear space restriction, so feel
free to allow for extra room whenever possible.
n
Minimum logo size requirement: 1.0" (25.4 mm) wide.
n Minimum amount of clear space around the logo: unit of measurement is the height of the “M”
in Magellan.
5
Magellan Logo Specifications (Continued)
Primary Usage Logo
Secondary Usage Logo
Corporate sizing requirements
Magellan Logo with Registered Trademarks
We have two sizes of the ® logo lockup. For size
requirements greater than 1.75” in width, use the
Primary Usage Logo. For size requirements under 1.75”
in width, use the Secondary Usage Logo.
All Magellan packaging, print and digital collateral should
be accompanied by the registered trademark version of
the approved logo. For print collateral, the registered
trademark should only appear in the first appearance of
the logo.
There are several sizes of the ® trademark. The larger
version is used when the logo is 1.75” (44.5mm) in width
or length. The smaller version is used when the logo is
smaller than 1.75” (44.5mm).
Magellan Brand Guidelines – Oct 2013
6
Magellan Logo Specifications (Continued)
Frequency and usage
Keep the number of Magellan logos used in a
communication to a minimum - usually no more than
one logo on each surface or page.
In advertising and collateral
In advertising and other marketing materials the
Magellan logo should be placed in a clearly subordinate
size and position to the advertiser's primary company
or product identity.
On packaging and manuals
The Magellan logo should be positioned in a visible area
on the outside of product packaging and manuals.
Magellan Brand Guidelines – Oct 2013
7
Magellan Color Applications and Logo Treatments
Corporate Logo Color Application
Unacceptable Logo Treatments
2-color
Blue PMS 285 C and
Black
Blue PMS 285 C
Do not use any kind of a drop shadow on the logo
Black on
White background
White on
Black background
Do not alter the logo in any way
PND & Mobile Logo Color Application
Metallic Silver PMS
877 on Blue PMS
308 background
Do not place the logo in a shape
Outdoor Logo Color Application
Metallic Copper PMS
8620 on Green PMS
7494 background
Logo Color Applications
Ideally, the Magellan logo should be applied in a
2-color format on a white background. Certain
applications may require a single color option as
depicted above.
Magellan Brand Guidelines – Oct 2013
Do not modify orientation or distort the logo’s appearance
Unacceptable Logo Treatments
Modifying the Magellan logo or using the Magellan logo
vertically undermines the logo and weakens the brand.
Included above are some examples of what NOT to
do with the logo.
8
Brand Color Palette
Primary Color Palette- Magellan corporate logo color usage
Black
Magellan Blue
PMS 285 C
RGB: 0 115 207
—
RGB: 0 0 0
CMYK: 90/48/0/0
Hexadecimal: 0073CF
CMYK: 0/0/0/100
Hexadecimal: 000000
Secondary Color Palette- Product category brand color usage
Vehicle GPS packaging and materials brand colors— Magellan RoadMate and Maestro
Blue
PMS 308
RGB: 0 92 127
Metallic Silver
CMYK: 100/58/32/13
Hexadecimal: 005C7F
PMS 877
CMYK: 0/0/0/40
RGB: 167 169 172 Hexadecimal: A7A9AC
Outdoor GPS packaging and materials brand colors — Magellan Triton, eXplorist and ToughCase
Green
Metallic Copper
PMS 7494 CMYK: 25/0/40/15
RGB: 169 195 152 Hexadecimal: A9C398
PMS 8620
RGB: 123 99 77
CMYK: 45/54/69/24
Hexadecimal: 7B634D
Magellan corporate logo color usage
Product catagory brand color usage
The corporate brand has a limited palette of two
colors including black for the logotype and PMS
Blue 285C for the satellite and orbit elements.
They represent the main colors of the logo and can
be used as support colors.
Whenever using Outdoor GPS background color Green
PMS 7494 the mandatory logo color is Metallic Copper
PMS 8620.
Whenever using Vehicle GPS background color Blue PMS
308 the mandatory logo color is Metallic Silver PMS 877.
These are key identifiers and brand attributes that
should be carried through on all related materials.
All color formulas are consistent with the Pantone
Solid Color Book. Color formulas in software programs may vary. Please ensure a visual check
on your printed pieces.
Magellan Brand Guidelines – Oct 2013
9
Co-branding
Powered by Magellan
powered by Magellan
®
powered by Magellan
®
powered by Magellan
®
The Mio Powered by Magellan logo should be applied in a 2-color format on a white background. Certain applications may require a single color option as depicted above.
The Navman Powered by Magellan logo should be
applied in a single color format as depicted above.
Magellan Brand Guidelines – Oct 2013
10
Typography
Primary Typeface: DINOT OPEN TYPE
ABCabc 1234567890
DINOT light
ABCabc 1234567890
DINOT Regular
ABCabc 1234567890
DINOT Medium
ABCabc 1234567890
DINOT Bold
ABCabc 1234567890
DINOT Black
The typographic family used for the Magellan brand
is the DINOT family. When the DINOT family is not
available, it is acceptable to substitute with Arial.
Magellan Brand Guidelines – Oct 2013
11
Magellan Sign-off and Trademark
Layout Options
.S.
9
Inc.
llan logo
s of
Example excluding product reference:
© 2010 MiTAC International Corporation. Magellan and
the Magellan logo are registered trademarks of MiTAC
International Corporation and are used under license
by MiTAC Digital Corp. All rights reserved.
Example including product reference:
© 2010 MiTAC International Corporation. The Magellan
logo, Magellan, RoadMate, Quickspell, and Triton are
registered trademarks of MiTAC International
Corporation. SmartDetour and OneTouch are
trademarks of MiTAC International Corporation and are
used under license by MiTAC Digital Corp. All rights
reserved. All other trademarks and registrations are
the property of their respective owners.
Magellan Brand Guidelines – Oct 2013
Example with third party:
© 2010 MiTAC International Corporation. The Magellan
logo, the Mio Powered by Magellan logo, the Navman
Powered by Magellan logo, Magellan, RoadMate,
QuickSpell and Triton are registered trademarks of
MiTAC International Corporation. SmartDetour and
OneTouch are trademarks of MiTAC International
Corporation and are used under license by MiTAC
Digital Corp. All rights reserved. The AAA logo is a
trademark of the American Automobile Association.
AAA © 2010 All rights reserved. CAA and the CAA logo
are trademarks of the Canadian Automobile
Association. All other trademarks and registered
trademarks are the property of their respective owners.
12
Magellan Trademarks
Registered Trademarks ® in the USA and Other Countries
Ask Maggie®
eXplorist®
Magellan®
Common Law Trademarks TM
MapSend™ (US)
As individual as you are™
BlueNav™
CrossoverGPS™
OneTouch™
Magellan and design (satellite logo)
Magellan RoadMate®
SayWhere™
MapSend® (Canada)
Meridian®
Turn it on and go!™
QuickSpell®
SporTrak®
SmartVolume®
Triton®
TrueView®
SmartDetour™
Your favorites at your fingertips™
AdventurePack™
VantagePoint™
ToughCase™
Registered Trademarks and Trademarks – Partners
AAA TourBook®
Penske
CITO
Groundspeak
Geocaching.com
Print
Magellan
product and intellectual property trademarks
Print
appear
according
to standard
industry
practices.
Magellan
product and
intellectual
property
trademarks
appear according to standard industry
In signage, direct mail pieces and all other instances,
practices.
the appropriate trademark symbol should be included
the
the trademark
body copy.
Onlyfirst
the time
first instance
in the appears
body of ainprinted
pieceThe
trademark
symbol
is
always
superscripted,
reduced
in
bears the product or property trademark.
size and aligned as closely as possible with the cap
This first instance includes appearances which occur in
height of the text. The trademark symbol is always
headings or titles in the case of packaging and press
superscripted, reduced in size and aligned as closely as
releases. Signage, direct mail pieces and all other
possible with the cap height of the text.
instances, the trademark should be included the first
time it appears in body copy. The trademark symbol is
always superscripted, reduced in size and aligned with
the cap height of the text.
Magellan Brand Guidelines –Oct 2013
Web
Trademarks in web page presentations appear on each
Web
new page in the first instance of body copy only.
Trademarks
in titles
web page
presentations
on each
Headings
and
do not
include the appear
trademark.
This
new pageproper
in the inclusion
first instance
of body
copy only.
ensures
without
disrupting
the flow of
Headings and
notpages
include
information
astitles
manydoweb
arethe
database driven
trademark.
ensures
while
manyThis
headings
areproper
often inclusion
graphical.without disrupting the flow of information as many web pages are dataAbove is a partial list of Magellan trademarks and a list
base driven, while many headings are often graphical.
of frequently used partner trademarks. For a complete
Below
is a listlist,
of Magellan
trademarks
and a list
of freand
updated
please contact
the Magellan
Legal
quently used partner trademarks.
Department.
13
Brand Imagery
Magellan logos can be downloaded at www.
magellangps.com. For icons, product photography and
other images, contact Corporate Marketing,
Magellan Brand Guidelines – Oct 2013
14
Magellan Templates
Business System
Fax Cover Sheet - US
FAX Cover Sheet
To: ________________________
Fax #: ________________________
Company: ________________________
Phone #: ________________________
From: ________________________
Fax #: ________________________
Re: ________________________
Phone #: ________________________
Date: ________________________
Pages Including Cover: ____________
Urgent
For Review
Please Recycle
Please Comment
Please Reply
471 El Camino Real
Santa Clara, CA 95050 USA
471 El Camino Real
+1 408 615 5100 TEL
Santa Clara, CA 95050 USA
+1 408 615 5200 FAX
www.magellanGPS.com
FIRSTNAME LASTNAME
Title Title Title
emailaddress @ magellanGPS.com
471 El Camino Real,
Santa Clara, CA 95050 USA
www.magellanGPS.com
471 El Camino Real
Santa Clara, CA 95050 USA
+1 408 615 5100 TEL
+1 408 615 5200 FAX
+1 408 615 5100
+1 408 888 0000
+1 408 615 5200
TEL
CELL
FAX
www.magellanGPS.com
Forms, Letters and Fax Templates
When creating a Magellan form for broad use in the company, please contact Corporate Marketing
for assistance.
When creating a form for departmental use only, please start with the appropriate template noted above.
Ensure that the DINOT font is installed on your PC to ensure consistency.
Use Arial if DINOT is not immediately available or if the
document will be sent outside of Magellan electronically
where a recipient is not likely to have DINOT.
Magellan Brand Guidelines – Oct 2013
NEVER use a serif font, such as Times New Roman.
Letterhead and business cards must be produced by a professional printer who can achieve the gray "bleed" at the bottom of the template.
Fax templates may be printed in-house and may be reproduced without the gray "bleed", due to margin
constraints on standard laser printers.
For international requirements please contact
Corporate Marketing. Corporate Marketing will
provide files for stationery and business cards that will
meet international size requirements.
15
Product Feature Icons
Auto Navigation
4.7”
4.7” Touch Screen
Bluetooth®
Integrated Traffic Service
Find Your Car
Highwaty Lane Assist
3D Landmarks
Roadside Assistance
Spoken Street Names
Pedestrian Mode
Address Book Integration
Text-to-speech
Spoken Street Names
OneTouch™
Favorites Menu
In-app Music Control
QuickSpell® with
SmartCity Search
Highway Exit POI
6
Built-in AAA TourBook®
AV IN
External audio/video input
Over 6 Million Points of
Interest (POI)
Multi-destination
Routing
Product feature icons are used on product packaging,
websites, dealer sheets and other communications materials. These icons were developed to give the
customer a quick view of the prime features and functions of the product. These icons help differentiate
products within each series and aid in the purchase decision. Only the feature icons shown here can be
used. Do not attempt to create new icons. No more
than ten icons should appear on the side panel of
any packaging. If more than ten icons relate to a
particular product, the top ten are chosen in order of
importance, according to key messages defined by the
team. The same rules apply if icons are to be used on
merchandising, trade show signage or other collateral.
Product feature icons are used on the side of product
packaging, including software and bundles.
Magellan Brand Guidelines – Oct 2013
16
Product Feature Icons
Outdoor GPS
IPX7
GPX
High Sensitivity GPS
Paperless Geocaching
Microphone
SiRFstarIII
NMEA Message Output
Electronic 3D Compass
AA Batteries
Touch Screen
Barometric Altimeter
IPX-7 Waterproof
and Shock Resistant
National Geographic
Map Compatible
VantagePoint Compatible
WAAS
EGNOS
MSAS
Digital Camera
GPX Compatible
microSD™
Product feature icons are used on product packaging,
websites, dealer sheets and other communications materials. These icons were developed to give the
customer a quick view of the prime features and functions of the product. These icons help differentiate
products within each series and aid in the purchase decision. Only the feature icons shown here can be
used. Do not attempt to create new icons. No more
than ten icons should appear on the side panel of
any packaging. If more than ten icons relate to a
particular product, the top ten are chosen in order of
importance, according to key messages defined by the
team. The same rules apply if icons are to be used on
merchandising, trade show signage or other collateral.
Product feature icons are used on the side of product
packaging, including software and bundles.
Magellan Brand Guidelines – Oct 2013
17
Magellan Presentation Template
Magellan Presentation Template
Always use the current Magellan template for all internal and external presentations.
Use the FORMAT > APPLY DESIGN TEMPLATE
command to convert an older presentation to the
new template.
Always use Arial font.
You can find the latest presentation template in the Communications section of the intranet.
Ensure that the appropriate font is installed on your
PC to ensure consistency.
Magellan Brand Guidelines – Oct 2013
18
Marketing Materials
Auto Navigation Dealer Sheet Front Page
Product photo with reflection
is placed with 9/10 of the image
crossing into the header area.
Magellan logo is displayed
in Metallic Silver PMS 877
and placed in the top right
corner
A black/white auto
navigation image is placed
screen back on the blue
header background image
[
Product name
[
[
Header background is
displayed in Blue PMS 308
[
Gray triangle symbol points
to the title/positioning
statement
[
Title/Positioning Statement
[
Icon for unique feature here
Feature/Benefit Statements
Column includes screen
shots to be placed in the
lower right below the
header section
Detailed body copy typically
appears on a white background
in the first column just below
the product image
For more information on color, please refer to page 9
of this document.
See the example above for the general principles
that should be followed when developing Magellan
marketing materials. For reference, samples of
Magellan marketing materials are shown on pages
17 - 26.
Magellan Brand Guidelines – Oct 2013
Collateral
The Magellan logo must be prominently displayed in the upper right hand or lower right
hand position.
Magellan Logo Guidelines must be strictly applied. See page 5.
19
Marketing Materials
Auto Navigation Dealer Sheet Back Page
[
Product name is displayed
in Blue PMS 308.
[
[
Product image with
reflected shadow
Legal line placement
[
[
Partners logo placement
[
Setup information
Product specifications
Magellan Brand Guidelines – Oct 2013
Magellan logo in Metallic Silver
PMS 877 color placed right top
corner of footer
[
Footer background is
displayed in PMS Blue 308
20
Marketing Materials
Outdoor GPS Dealer Sheet Front Page
Product name is displayed in
Metallic Copper PMS 8620
[
[
Header background is displayed
in Green PMS 7494
Magellan logo is displayed in
Cooper PMS 8620 and placed
in the right top corner
A Black/White outdoor
lifestyle image is placed
screen back on the green
header
Product photo with reflection are
placed with 9/10 to 2/3 of the image
crossing into the header area
Call out feature icon
[
Title/Positioning Statement
[
Copper Triangle symbol
points the start of content
[
Detailed body copy
typically appears on a
white background in the
lfirst column just below
the product image
Detailed body copy typically
appears on a white background
in the lfirst column just below
the product image
[
Screen shots typically appear
below body copy on coner left
For more information on color, please refer to page 7
of this document.
See the example above for the general principles
that should be followed when developing Magellan
marketing materials. For reference, samples of
Magellan marketing materials are shown on pages
17-23.
Magellan Brand Guidelines – Oct 2013
Collateral
n The Magellan logo must be prominently displayed in the upper right hand or lower right
hand position.
Magellan Logo Guidelines must be strictly applied. See page 4.
n
21
Marketing Materials
Outdoor GPS Dealer sheet back page
Product name is
displayed in Metallic
Copper PMS 8620
[
Legal line placement
[
[
Partner logo placement
[
Setup information
Product specifications
Magellan Brand Guidelines – Oct 2013
Magellan logo in Metallic Copper
PMS 8620 color placed right top
corner of footer
[
Footer background is
displayed in Green PMS 7494
22
Marketing Materials
Auto Navigation Package Example
Magellan Product Name/Model Number
[
Product always appears in center of front
panel with reflection
[
[
Magellan Product Name/Model Number
[
Map coverage icon
Top three feature product screen shots
and descriptive paragraphs in English,
French and Spanish.
[
Metallic Silver PMS 877 Magellan Logo
Magellan Brand Guidelines – Oct 2013
[
Feature Icons table in English, with
French and Spanish translation
23
Marketing Materials
Product always appears in center of front
panel with reflection
[
[
Top two/three feature product screen
shots and descriptive paragraphs in
English, French and Spanish.
[
Package contents and system requirements
Metallic Copper 8620 Magellan Logo
Magellan Brand Guidelines – Oct 2013
[
Legal line placement
[
Magellan Product Name/Model Number
[
Feature Icons table in English, with
French and Spanish translation
[
Magellan Product Name/Model Number
[
Outdoor GPS Package Example
24
Marketing Materials
Auto Navigation Email Elements Example
[
Magellan White Logo
[
Brand color Blue PMS 308 and Highway image
[
Title
[
[
[
[
[
Magellan Brand Guidelines – Oct 2013
Subtitle
Screen shots
Headline
Copy
Legal copy
25
Marketing Materials
Outdoor GPS Email Elements Example
[
Metallic Copper PMS 877
[
Brand color Green PMS 7494 and outdoor image
[
Title
[
[
[
Headline
Copy
[
[
Magellan
Brand
Guidelines
– Oct
2013
Magellan Brand
Guidelines
– February
2007
Subtitle
Graphic of product box or product here
Legal copy
26
Magellan Product Image Rules
Product and Screen Shots
To create a shadow, open Photoshop
and go to the Layer Style window
under Layer in top menu. Select
Multiply in Blend Mode. This is what
makes the shadow transparent.
Opacity should be 50% and angle 120º.
Distance and size will vary according
to the size of the product.
Do not stretch or
squeeze the screen.
It should be properly
proportionally sized.
Following are rules to employ when creating or using
product images.
Use drop shadows on products whenever possible. The
only exception is when a dealer's rules dictate that
product imagery should be used without a drop shadow.
See example above for instructions on how to create
drop shadows correctly.
If possible, do not overlap products. For example, in a
brochure or on a tradeshow piece, have each product
fully viewable at all times. In the case of smaller pieces,
limit the number of products displayed so that they do
not overlap.
Consider the geography in which your materials will be
presented when determining which screen shots to
use on the product image.
a. What language should the screen shot be displayed
in?
b. Should it have a detailed level map or a basemap?
c. Should the positioning data be identifiable?
If providing product images to a third-party, a vendor or
an internal resource, first determine what their need
may be. Second, send them an appropriate-sized file of
the right resolution, for example, an image for a
PowerPoint presentation should be small in size and
low-resolution, while an image for a 10' by 10' poster at
a tradeshow will be large in size and higher resolution.
Is this a product image that we own? If it is an image
provided to us by a partner, have we secured the
release rights?
Magellan Brand Guidelines – Oct 2013
27
MiTAC Digital Corp.
Corporate Headquarters
471 El Camino Real
Santa Clara, CA 95050-4300
USA
Tel: +1 408 615 5100
Fax:+1 408 615 5200
www.magellanGPS.com