CAMPAIGN PLAYBOOK 2017

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1 CAMPAIGN PLAYBOOK 2017

2 BRANDING ETHOS The following campaign guidelines are inspired by a fundamental design principle: balance. This playbook and its suggested visual language, reflect this premise throughout each section and medium. Balance creates visual harmony while allowing for message hierarchy within layout, type, color and photography. Our unique graphic container extends existing brand elements by leveraging familiar brand-related assets. We have shifted the contemporary context with lighter weight type selections and bold geometric moves. We call this treatment The Wedge. Extending each diagonal move on the same 12º angle as the Palo Alto Networks badge, we reinforce a familiar and fundamental brand attribute. We have also included new textures and abstract patterns to add arresting figure ground relationships to clear space without unforced noise. Simple, inviting and contemporary yet ownable. 1

3 SLOGAN It s the next logical step in our brand messaging. We have been promising the possibility of prevention and stopping successful cyberattacks; now we are reinforcing that commitment. It s exactly what we do for our customers. We deliver protection by preventing successful cyberattacks. It s a slogan, not a theme or tagline. It s the exclamation point at the end of our creative messaging for FY17. It can live in various graphic placements but always serves as The End to any campaign yarn we spin. It sums up what we do and is Palo Alto Networks true value. It s about more that preventing successful cyberattacks. It s about building trust with our customers and protecting the endless possibilities businesses embrace to grow and thrive. 2

4 COLOR PALETTE PAIR 1 PAIR 2 PAIR 3 BLUE A BLUE B GREEN A GREEN B ORANGE A ORANGE B PANTONE 7461C C:89 M:20 Y:7 K:0 R:0 G:154 B:206 HEX #009ACE PANTONE 630C C:43 M:0 Y:12 K:0 R:138 G:212 B:223 HEX #8AD4DF PANTONE 368C C:46 M:4 Y:100 K:0 R:152 G:194 B:61 HEX #98C23D PANTONE 382C C:19 M:0 Y:100 K:0 R:217 G:224 B:33 HEX #D9E021 PANTONE 7579C C:0 M:69 Y:84 K:0 R:243 G:114 B:60 HEX #F3723C PANTONE 1225C C:0 M:24 Y:93 K:0 R:255 G:197 B:40 HEX #FFC528 GRAYSCALE C:71 M:58 Y:50 K:30 R:73 G:83 B:91 HEX #49535B C:66 M:52 Y:44 K:16 R:94 G:104 B:114 HEX #5E6872 C:49 M:33 Y:31 K:1 R:138 G:152 B:160 HEX #8A98A0 C:41 M:25 Y:25 K:0 R:155 G:172 B:179 HEX #9BACB3 C:31 M:16 Y:19 K:0 R:177 G:193 B:195 HEX #B1C1C3 C:18 M:10 Y:13 K:0 R:207 G:214 B:214 HEX #CFD6D6 C:0 M:0 Y:0 K:10 R:230 G:231 B:232 HEX #E6E7E8 3

5 TYPOGRAPHY SPACING AND SIZE LEADING SAME AS POINT SIZE SPACING 2X SUB CAP HEIGHT SPACING 2X BODY CAP HEIGHT HEADLINE: LATO THIN Subhead: Lato Bold. Vestibulum tempor ligula vulputate consequat. Aliquam eros diam, varius blandit purus elementum, sollicitudin. Body copy: Lato Regular. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas luctus hendrerit ex, quis lobortis est venenatis sit amet. Donec tincidunt tempus diam. Aliquam eros diam, varius blandit purus elementum, sollicitudin bibendum magna. Morbi imperdiet at est ac finibus. Nunc fermentum condimentum nisl tincidunt porta. HEADLINE SIZE RATIO MUST BE AT LEAST 2.5x SUB HEAD SIZE LEADING POINT SIZE X1.33 LEADING POINT SIZE X1.5 WHEN VERTICAL SPACE IS LIMITED Spacing between sections can be reduced evenly by 50% to accomodate. LOREM IPSUM SIT DOLAR AMET ELIT SPACING 1X HEADLINE CAP HEIGHT LOREM IPSUM Button: Lato Bold SPACING 2X SLOGAN CAP HEIGHT SPACING 2.5X SLOGAN CAP HEIGHT Lorem ipsum sit dolar amet elit consecuter eris alumet di carca epsulit. SLOGAN TREATMENT MUST MATCH BODY OR SUBHEAD TREATMENT - COLOR SHOULD MATCH ACCOMPANYING LOGO 4

6 CTA BUTTON TREATMENTS AND COLOR PAIRING WHITE, GRAYSCALE, & IMAGES PAIR 1 COLOR BACKGROUND PAIR 2 COLOR BACKGROUND PAIR 3 COLOR BACKGROUND USAGE EXAMPLE from long CTAs OR OR OR OR BLUE A GREEN A ORANGE A from long CTAs OR LOREM IPSUM DOLOR SIT OR OR OR Lorem ipsum dolor siteragus amet, adipiscing elit, sed do eiusmod elit. from long CTAs BLUE B GREEN B ORANGE B When placed on white or grayscale backgrounds, the CTA button should match the slogan and badge in color. When placed on a color background, the CTA button should adhere to one of the above combinations and follow the badge color pairings on Page 6. 5

7 BADGE COLOR PAIRING WHITE, GRAYSCALE, & IMAGES PAIR 1 COLOR BACKGROUND PAIR 2 COLOR BACKGROUND PAIR 3 COLOR BACKGROUND BLUE A GREEN A ORANGE A BLUE B GREEN B ORANGE B When placed on white or grayscale backgrounds, any color may be used for the slogan, badge, and button however, they must match. When placed on a colored background the badge and slogan should follow the above color pairings, while the button follows the conventions on Page 5. 6

8 GRAPHIC ELEMENTS AND TEXTURES TEXTURE OPACITY GUIDELINES All patterns must be 100% black overlay or 100% white screen. Opacity must be set to 40% or less. BACKGROUND TEXTURE A Used as a subtle tertiary background element & overlay. BACKGROUND TEXTURE B Used as a subtle tertiary background element & overlay. BACKGROUND TEXTURE C Used as a subtle graphic element to bring balance & interest. 7

9 PHOTOGRAPHY TONE AND COMPOSITION IMAGE CHOICE Imagery should showcase a positive and aspirational quality. The tone of the imagery should be candid and in the moment, steering away from compositions that are overly contrived. Ideally, the composition should have ample breathing room to facilitate cropping for various horizontal and vertical assets, and should not appear dark, cluttered or congested. 8

10 PHOTOGRAPHY EXAMPLES Photos: Kevin Meynell Photography ( 9

11 PHOTOGRAPHY COMPOSITION 120x x x x x x90 120x x x x x90 600x250 When shooting photography, ensure that enough room is left in frame to accommodate building digital assets of various sizes. It may be necessary to shoot a wider angle than needed or move the focal point further from the edge of frame to facilitate narrow crop requirements. 10

12 PHOTOGRAPHY STYLE AND TREATMENTS FULL-BLEED IMAGERY Used in context with campaign concept, look and feel. ISOLATED IMAGERY WITHIN 2-D SPACE Imagery used in this format must be clipped and Given a mock-drop shadow for dimensionality. GRAY DIMENSION TEXTURE HEX #EBEBEB MUST BE PARALLEL WITH 12º KICK OF ACCOMPANYING LOGO. 11

13 BRAND CONTAINER SHAPE AND SIZING BORDER WHITE. WIDTH IS 4% OF IMAGE HEIGHT. BORDER WHITE. WIDTH IS 2% OF IMAGE HEIGHT. LOREM IPSUM SIT EN DOLAR AMET ELIT Lorem ipsum sit dolar amet elit consecuter eris alumet di carca epsulit. HORIZONTAL ORIENTATION GRAY DIMENSION TEXTURE HEX #EBEBEB MUST BE PARALLEL WITH 12º KICK OF ACCOMPANYING LOGO. WEDGE WHITE. HEIGHT OF PEAK IS 20% OF TOTAL IMAGE HEIGHT. CRAS TRISTI SEM ID ELIT INTERDUM VOLUTPAT. SED NU TELL NAM EU. tection. Delivered. Lorem ipsum dolor siteragus amet, adipiscing elit, sed do eiusmod elit. VARIABLE ANGLE OF WEDGE The wedges of the container can be reversed. However, the logo must also reverse angle, so as to remain kicked in the opposite direction to the container. Wedge direction can vary based on layout. LOGO BADGE CENTERED. ORIENTED OPPOSITE 12 DEGREE ANGLE OF WEDGE. CENTERPOINT SITS ON EDGE OF WEDGE. from everything BUTTON DISTANCE ON TALLER ADS, SPACING BETWEEN BUTTON AND TAGLINE CAN BE EXTENDED TO 2X PRESCRIBED SPACE. WEDGE WHITE. HEIGHT OF PEAK IS 10% OF TOTAL IMAGE HEIGHT. VERTICAL ORIENTATION 12

14 SPACING SPECIAL USE CASES LOREM IPSUM DOLOR Lorem ipsum dolor sit amet. Learn more SEPARATED CTA IN NARROWER ADS, CTA BUTTON CAN LIVE SEPARATELY FROM COPY. OFF-CENTER LOGO WHEN FRAME IS SMALLER, LOGO CAN T BE CENTERED DUE TO LIMITED REAL ESTATE. LOREM IPSUM DOLOR Lorem ipsum dolor sit amet. ROTATED 12º ANGLE WHEN SPACE IS LIMITED, ANGLE CAN BE TURNED 90º TO SEPARATE CONTENT. 13

15 CONTAINER GRID LOREM IPSUM SIT EN DOLAR AMET ELIT Lorem ipsum sit dolar amet elit consecuter eris alumet di carca epsulit. HORIZONTAL ORIENTATION BORDER WIDTH THE BORDER WIDTH DETERMINES THE GUTTER WIDTH OF THE GRID. COPY BLOCK ALIGNMENT THE TOP LEFT CHARACTER MUST ALIGN WITH THE TOP LEFT INTERESECTION OF ROW AND COLUMN. COLUMNS AND ROWS 12 COLUMNS. 12 ROWS. BALANCE AND HARMONY WITH THE 12º OF THE LOGO BADGE. NULLA TELLUS. NAM EU LAOREET QUAM. SUSPENDISS CONSEQUAT. Lorem ipsum dolor siteragus amet, adipiscing elit, sed do eiusmod elit. from everything VERTICAL ORIENTATION 14

16 CAMPAIGN BRANDING EXECUTIONS

17 USE OF IMAGERY STYLE AND TYPOGRAPHY LOREM IPSUM SIT EN Lorem ipsum sit dolar amet elit consecuter eris alumet di carca epsulit. LOREM IPSUM SIT EN DOLAR AMET ELIT Lorem ipsum sit dolar amet elit consecuter eris alumet di carca epsulit. from everything LOREM IPSUM SIT EN DOLAR AMET ELIT Lorem ipsum sit dolar amet elit consecuter eris alumet di carca epsulit. 16

18 USE OF VECTOR GRAPHICS & TEXTURES LOREM IPSUM SIT EN DOLAR AMET ELIT Lorem ipsum sit dolar amet elit consecuter eris alumet di carca epsulit. TEXTURE A BACKGROUND TEXTURE A CAN BE USED TO ADD INTEREST TO A VECTOR- BASED DESIGN. MUST ADHERE TO THE OPACITY GUIDELINES. LOREM IPSUM SIT EN DOLAR AMET ELIT Lorem ipsum sit dolar amet elit consecuter eris alumet di carca epsulit. TEXTURE A DIMENSIONAL TEXTURE A CAN BE CLIPPED AT A 12º ANGLE TO MIMIC THE DIMENSIONAL PATTERN BUT SHOULD ADHERE TO THE OPACITY GUIDELINES. 17

19 VECTOR GRAPHIC STYLE AND TREATMENTS 2017 CYBERSECURITY PREDICTIONS by Sean Duca, Regional Chief Security Officer, Asia Pacific, Palo Alto Networks 2017 CYBERSECURITY PREDICTIONS by Sean Duca, Regional Chief Security Officer, Asia Pacific, Palo Alto Networks evolve rapidly in 2017 asthreat vectors evolve and become more persistent. Palo Alto Networks advises businesses must be aware of the below cybersecurity trends in evolve and become more persistent businesses must be aware of the below cybersecurity trends in ev of ransomware 1. The 1 The ev ransomware We expect to see the rise of ransomware X XXX Whilst there has been a lot of discussion around concern is the LOOK AND FEEL Our approach to vector graphic style is simple, elegant and clean. Avoiding visual clutter is essential to delivering a clear message. Content should be easily digestible, with a clear hierarchy of information. It is essential that graphics support the messaging in telling a story and not serve a solely consmetic function. They should elevate the message and engage the viewer. Our vector aesthetic should be modern and avoid looking cartoonish or like clip art. control systems (ICS). 3X 2. The rise of the internet of Things Gartner predicts that the number of connected things will rise from 6.5 billion in 2015 to almost 21 billion by increasing reliance on data 3. The If trust in data is undermined, the consequences could be disastrous. To combat this, businesses We expect to see the rise of ransomware ove beyond computers. Whilst there has been a lot of discussion evices, a bigger concern is the industrial control systems (ICS). 2 The rise of the Internet of Things Gartner predicts that the number of connected things will rise from 6.5 billion in 2015 to almost 21 billion by The increasing reliance on data If trust in data is undermined, the consequences could be disastrous. To combat this, businesses need two key ve data business to operate. business to operate. It s important business leaders recognise the need for cybersecurity and a into the digital arena. This layout is clean and delivers information in a simple, yet visually satisfying, style. It s important business leaders recognise the need for cybersecurity and a prev as Australian r personal lives, business oper infrastructure into the digital arena. Elements of this layout compete for the viewer s attention and appear overly animated. 18

20 USE OF VECTOR GRAPHICS & BREAKING THE BORDER LOREM IPSUM SIT EN DOLAR AMET ELIT Lorem ipsum sit dolar amet elit consecuter eris alumet di carca epsulit. DONEC LOREM SAP, TINCIDUNT NON MASSA IN, VEHICULA ALIQUET. Lorem ipsum dolor siteragus amet, adipiscing elit, sed do eiusmod elit. from everything BORDER BREAK A VECTOR GRAPHIC CAN SLIGHTLY BREAK THE BORDER, CREATING A 3-D ILLUSION. TEXTURE B WHITE STROKE SCREEN TRANSPARENCY OPACITY < 40% TAPERED WITH GRADIENT MASK. 19

21 USE OF THE DIMENSIONAL ANGLE AS A GRAPHIC ELEMENT SECURE YOUR DIGITIZED ENVIRONMENT TEXTURE B DIMENSIONAL TEXTURE B CAN BE PLACED OVER COLORED DIMENSIONAL TEXTURE BACKGROUND FOR TYPOGRAPHY, BUT SHOULD ADHERE TO THE OPACITY GUIDELINES. December 15th New York DONEC TINCIDUNT NON MASSA IN, VEHICULA Lorem ipsum dolor siteragus amet, adipiscing elit, sed do eiusmod elit. ALBENTI DO CORPENSUL Learn more Lorem ipsum dolor siteragus amet, adipiscing elit, sed do eiusmod elit. 20

22 USE OF PATTERNS AS IMAGE OVERLAY LOREM IPSUM DOLAR Lorem ipsum sit dolar amet elit consecuter eris alumet di carca epsulit. IMAGE TEXTURE OVERLAY A TEXTURE CAN BE PLACED OVER AN IMAGE TO ADD GRAPHIC INTEREST. THE TEXTURE MUST ADHERE TO OPACITY GUIDELINES. TEXTURE GUIDELINES Patterns should not distract from the image subject and must purely serve as a subtle addition to the composition. SUBJECT TEXTURE CLIPPING A TEXTURE CAN BE CLIPPED AROUND THE MAIN SUBJECT TO CREATE A FEELING OF DEPTH. THE TEXTURE MUST FOLLOW OPACITY GUIDLINES. DONEC REM TINCIDUNT NON MASSA IN, VEHICULA Lorem ipsum dolor siteragus amet, adipiscing elit, sed do eiusmod elit. DONEC REM TINCIDUNT NON MASSA IN, VEHICULA ALIQUET Lorem ipsum dolor siteragus amet, adipiscing elit, sed do eiusmod elit. from everything IMAGE TEXTURE OVERLAY FADE BLACK STROKE SCREEN TRANSPARENCY OPACITY < 40% TAPERED WITH GRADIENT MASK 21

23 LARGE FORMAT SIGNAGE OUT OF HOME FOLLOWING CONTAINER RULES AND USING PATTERN OVERLAYS WITH DIFFERENT SUBJECT MATTER HELPS EXPAND THE LOOK AND CREATES DYNAMIC ANGLES WITHIN THE COMPOSITION. LOREM IPSUM SIT EN Lorem ipsum sit dolar amet elit consecuter eris alumet di carca epsulit. 22

24 EVENT SIGNAGE EVENT SIGNAGE USE OF FULL BLEED COLOR, BRAND CONTAINER, & VARIOUS PATTERNS TOGETHER IS ENCOURAGED IN THESE SITIATIONS TO AVOID REPETITION AND PIQUE INTEREST. PROTECTION. DELIVERED. PROTECTION. DELIVERED. PRODUCT DEMO 23

25 EVENT SIGNAGE EVENT SIGNAGE USE OF FULL BLEED COLOR, BRAND CONTAINER, & VARIOUS PATTERNS TOGETHER IS ENCOURAGED IN THESE SITIATIONS TO AVOID REPETITION AND PIQUE INTEREST. PROTECTION. DELIVERED. PRODUCT DEMO PROTECTION. DELIVERED. Lorem ipsum dolor siteragus amet, THE FUTURE IS NOW adipiscing elit, sed do eiusm. 24

26 EVENT SIGNAGE EVENT SIGNAGE USE OF FULL BLEED COLOR, BRAND CONTAINER, & VARIOUS PATTERNS TOGETHER IS ENCOURAGED IN THESE SITIATIONS TO AVOID REPETITION AND PIQUE INTEREST. RED. LIVE PROTECTION. DE PRODUCT DEMO PROTECTION. DELIVERED. REGISTRATION THE FUTURE IS NOW 25

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