CAMPAIGN PLAYBOOK - Cybersecurity Tri · CAMPAIGN PLAYBOOK 2017. ... HEIGHT LEADING SAME AS POINT SIZE HEADLINE SIZE RATIO ... DOLAR AMET ELIT Lorem ipsum sit dolar amet elit consecuter

CAMPAIGN PLAYBOOK2017

BRANDING ETHOSThe 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.

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SLOGANIt’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. Protection. Delivered. 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.

Protection. Delivered.


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COLOR PALETTE

PANTONE7461CC:89 M:20 Y:7 K:0R:0 G:154 B:206HEX#009ACE

BLUE A

PANTONE630CC:43 M:0 Y:12 K:0R:138 G:212 B:223HEX#8AD4DF

BLUE B

PAIR 1

PANTONE368CC:46 M:4 Y:100 K:0R:152 G:194 B:61HEX#98C23D

GREEN A

PANTONE382CC:19 M:0 Y:100 K:0R:217 G:224 B:33HEX#D9E021

GREEN B

PAIR 2

PANTONE7579CC:0 M:69 Y:84 K:0R:243 G:114 B:60HEX#F3723C

ORANGE A

PANTONE1225CC:0 M:24 Y:93 K:0R:255 G:197 B:40HEX#FFC528

ORANGE B

PAIR 3

GRAYSCALE

C:71 M:58 Y:50 K:30R:73 G:83 B:91HEX#49535B

C:66 M:52 Y:44 K:16R:94 G:104 B:114HEX#5E6872

C:49 M:33 Y:31 K:1R:138 G:152 B:160HEX#8A98A0

C:41 M:25 Y:25 K:0R:155 G:172 B:179HEX#9BACB3

C:31 M:16 Y:19 K:0R:177 G:193 B:195HEX#B1C1C3

C:18 M:10 Y:13 K:0R:207 G:214 B:214HEX#CFD6D6

C:0 M:0 Y:0 K:10R:230 G:231 B:232HEX#E6E7E8

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TYPOGRAPHY SPACING AND SIZE

HEADLINE: LATO THINSubhead: 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.


SPACING2X SUB CAP

HEIGHT

LEADINGSAME AS

POINT SIZEHEADLINE SIZE RATIOMUST BE AT LEAST2.5x SUB HEAD SIZE

SPACING2X BODY CAP

HEIGHT

LEADING POINT SIZEX1.33

LEADINGPOINT SIZEX1.5

WHEN VERTICAL SPACE IS LIMITEDSpacing between sections can bereduced evenly by 50% to accomodate.

LOREM IPSUM SITDOLAR AMET ELITLorem ipsum sit dolar amet elit consecuter eris alumet di carca epsulit.


Protect yourself

SPACING2.5X SLOGAN CAP HEIGHT

SPACING2X SLOGAN

CAP HEIGHT SLOGAN TREATMENTMUST MATCH BODY OR SUBHEAD TREATMENT - COLOR SHOULD MATCH ACCOMPANYING LOGO

LOREM IPSUMButton: Lato Bold

SPACING1X HEADLINE CAP HEIGHT

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CTA BUTTON TREATMENTSAND COLOR PAIRING

Protect yourself

Protect yourselffrom long CTAs

Protect yourself


Protect yourself


Protect yourself

Protect yourself

Protect yourself

Protect yourself

Protect yourself

Protect yourself

Protect yourself

Protect yourself

Protect yourself

Protect yourself

Protect yourself

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PAIR 1 COLOR BACKGROUNDWHITE, GRAYSCALE, & IMAGES PAIR 2 COLOR BACKGROUND PAIR 3 COLOR BACKGROUND

BLUE A

BLUE B

GREEN A

GREEN B

ORANGE A

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.

LOREM IPSUMDOLOR SITLorem ipsum dolor siteragus amet, adipiscing elit, sed do eiusmod elit.


Protect yourself

OR

OR

OR

OR

OR

OR

OR

OR

USAGE EXAMPLE

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BADGE COLOR PAIRING

PAIR 1 COLOR BACKGROUNDWHITE, GRAYSCALE, & IMAGES

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.

PAIR 2 COLOR BACKGROUND PAIR 3 COLOR BACKGROUND

BLUE A

BLUE B

GREEN A

GREEN B

ORANGE A

ORANGE B

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GRAPHIC ELEMENTSAND TEXTURES

BACKGROUND TEXTURE AUsed as a subtle tertiary background element & overlay.

TEXTURE OPACITY GUIDELINESAll patterns must be 100% black overlay or 100% white screen. Opacity must be set to 40% or less.

BACKGROUND TEXTURE BUsed as a subtle tertiary background element & overlay.

BACKGROUND TEXTURE CUsed as a subtle graphic element to bring balance & interest.

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PHOTOGRAPHY TONEAND COMPOSITION

IMAGE CHOICEImagery 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.

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PHOTOGRAPHYEXAMPLES

Photos: Kevin Meynell Photography (www.kevinmeynell.com)9

PHOTOGRAPHYCOMPOSITION

1200x800

120x600 300x600

300x250 600x250

728x90

1200x800

120x600

300x600

300x250

600x250

728x90

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.

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PHOTOGRAPHY STYLEAND TREATMENTS

FULL-BLEED IMAGERYUsed in context with campaign concept, look and feel.

ISOLATED IMAGERY WITHIN 2-D SPACEImagery used in this format must be clipped andGiven a mock-drop shadow for dimensionality.

GRAY DIMENSION TEXTUREHEX #EBEBEB MUST BE PARALLEL WITH 12º KICK OF ACCOMPANYING LOGO.

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tection. Delivered.

BRAND CONTAINERSHAPE AND SIZING

HORIZONTAL ORIENTATION

GRAY DIMENSION TEXTUREHEX #EBEBEB MUST BE PARALLEL WITH 12º KICK OF ACCOMPANYING LOGO.

BORDERWHITE. WIDTH IS 4% OF IMAGE HEIGHT.

WEDGEWHITE. HEIGHT OF PEAK IS 20% OF TOTAL IMAGE HEIGHT.

VERTICAL ORIENTATION

CRAS TRISTI SEM ID ELIT INTERDUM VOLUTPAT. SED NU TELL NAM EU. Lorem ipsum dolor siteragus amet, adipiscing elit, sed do eiusmod elit.


BORDERWHITE. WIDTH IS 2% OF IMAGE HEIGHT.

Protect yourselffrom everything

WEDGEWHITE. HEIGHT OF PEAK IS 10% OF TOTAL IMAGE HEIGHT.

BUTTON DISTANCEON TALLER ADS, SPACINGBETWEEN BUTTON AND TAGLINE CAN BE EXTENDEDTO 2X PRESCRIBED SPACE.

LOGO BADGECENTERED. ORIENTED OPPOSITE 12 DEGREE

ANGLE OF WEDGE.CENTERPOINT SITS

ON EDGE OF WEDGE.

LOREM IPSUM SIT ENDOLAR AMET ELITLorem ipsum sit dolar amet elit consecuter eris alumet di carca epsulit.


Protect yourself

VARIABLE ANGLE OF WEDGEThe wedges of the container can be reversed.However, the logo must also reverse angle, soas to remain kicked in the opposite directionto the container. Wedge direction can vary based on layout.

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SPACING SPECIAL USE CASES

OFF-CENTER LOGOWHEN FRAME IS SMALLER, LOGO CAN’T BE CENTEREDDUE TO LIMITED REAL ESTATE.

LOREM IPSUM DOLORLorem ipsum dolor sit amet.Protection. Delivered.

Learn more

Protect yourself

SEPARATED CTAIN NARROWER ADS, CTA BUTTON CAN LIVE SEPARATELY FROM COPY.

LOREM IPSUM DOLORLorem ipsum dolor sit amet.Protection. Delivered.

ROTATED 12º ANGLEWHEN SPACE IS LIMITED,ANGLE CAN BE TURNED 90º TO SEPARATE CONTENT.

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CONTAINERGRID

HORIZONTAL ORIENTATION

COLUMNS AND ROWS12 COLUMNS. 12 ROWS.BALANCE AND HARMONYWITH THE 12º OF THE LOGO BADGE.

COPY BLOCK ALIGNMENTTHE TOP LEFT CHARACTER

MUST ALIGN WITH THE TOP LEFT INTERESECTION

OF ROW AND COLUMN.

BORDER WIDTHTHE BORDER WIDTH DETERMINES THEGUTTER WIDTH OF THE GRID.

VERTICAL ORIENTATION

NULLA TELLUS. NAM EU LAOREET QUAM. SUSPENDISSCONSEQUAT. Lorem ipsum dolor siteragus amet, adipiscing elit, sed do eiusmod elit.





Protect yourself

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CAMPAIGNBRANDING EXECUTIONS




LOREM IPSUM SIT ENLorem ipsum sit dolar amet elit consecuter eris alumet di carca epsulit.Protection. Delivered.

USE OF IMAGERY STYLEAND TYPOGRAPHY



Protect yourself

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USE OF VECTOR GRAPHICS& TEXTURES



Protect yourself



Protect yourself

TEXTURE “A” DIMENSIONALTEXTURE “A” CAN BE CLIPPED

AT A 12º ANGLE TO MIMICTHE DIMENSIONAL PATTERN

BUT SHOULD ADHERE TO THE OPACITY GUIDELINES.

TEXTURE “A” BACKGROUNDTEXTURE “A” CAN BE USED TOADD INTEREST TO A VECTOR- BASED DESIGN. MUST ADHERETO THE OPACITY GUIDELINES.

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This layout is clean and delivers information in a simple, yet visually satisfying, style.

Elements of this layout compete for the viewer’s attention and appear overly animated.

VECTOR GRAPHIC STYLEAND TREATMENTS

LOOK AND FEELOur 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.

2017 CYBERSECURITY PREDICTIONSby Sean Duca, Regional Chief Security Officer, Asia Pacific, Palo Alto Networks

evolve rapidly in 2017 as threat vectors evolve and become more persistent . Palo Alto Networks advises businesses must be aware of the below cybersecurity trends in 2017.

It’s important business leaders recognise the need for cybersecurity and a prev as Australian

rpersonal lives, business operinfrastructure into the digital arena.

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) .

The evransomware

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If trust in data is undermined, the consequences could be disastrous. To combat this, businesses need two key

ve data

business to operate.

The increasing reliance on data

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Gartner predicts that the number of connected ‘things’ will rise from 6.5 billion in 2015 to almost

21 billion by 2020.

The rise of the Internet of Things

2

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2017 CYBERSECURITYPREDICTIONSby Sean Duca, Regional Chief Security Officer, Asia Pacific, Palo Alto Networks

evolve and become more persistent businesses must be aware of the below cybersecurity trends in 2017.

The evof ransomware

We expect to see the rise of ransomware

Whilst there has been a lot of discussion around

concern is the

control systems (ICS).

1.

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 2020.

2.

The increasing reliance on data

If trust in data is undermined, the consequences

could be disastrous. To combat this, businesses

business to operate.

3.

3X

It’s important business leaders recognise the need for cybersecurity and a

into the digital arena.

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USE OF VECTOR GRAPHICS& BREAKING THE BORDER



Protect yourself

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BORDER BREAKA VECTOR GRAPHIC CAN SLIGHTLY BREAK THE BORDER, CREATINGA 3-D ILLUSION. TEXTURE B

WHITE STROKESCREEN TRANSPARENCYOPACITY < 40%TAPERED WITH GRADIENT MASK.

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USE OF THE DIMENSIONALANGLE AS A GRAPHIC ELEMENT

DONEC TINCIDUNT NON MASSA IN, VEHICULA Lorem ipsum dolor siteragus amet, adipiscing elit, sed do eiusmod elit.


TEXTURE “B” DIMENSIONALTEXTURE B CAN BE PLACED OVER

COLORED DIMENSIONAL TEXTURE BACKGROUND FOR TYPOGRAPHY,

BUT SHOULD ADHERE TO THE OPACITY GUIDELINES.

Learn more

SECURE YOURDIGITIZEDENVIRONMENTDecember 15thNew York


ALBENTI DOCORPENSULLorem ipsum dolor siteragus amet, adipiscing elit, sed do eiusmod elit.


Protect yourself

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USE OF PATTERNS AS IMAGE OVERLAY

SUBJECT TEXTURE CLIPPING A TEXTURE CAN BE CLIPPED

AROUND THE MAIN SUBJECT TOCREATE A FEELING OF DEPTH.THE TEXTURE MUST FOLLOW

OPACITY GUIDLINES.

IMAGE TEXTURE OVERLAYA TEXTURE CAN BE PLACED OVER AN IMAGE TO ADD GRAPHIC INTEREST. THE TEXTURE MUST ADHERE TO OPACITY GUIDELINES.

IMAGE TEXTURE OVERLAY FADE BLACK STROKE

SCREEN TRANSPARENCYOPACITY < 40%

TAPERED WITH GRADIENT MASK

LOREM IPSUM DOLARLorem ipsum sit dolar amet elit consecuter eris alumet di carca epsulit.


TEXTURE GUIDELINESPatterns should not distract from the image subject and must purely serve as a subtleaddition to the composition.

DONEC REM TINCIDUNT NON MASSA IN, VEHICULA ALIQUET Lorem ipsum dolor siteragus amet, adipiscing elit, sed do eiusmod elit.



DONEC REM TINCIDUNT NON MASSA IN, VEHICULA Lorem ipsum dolor siteragus amet, adipiscing elit, sed do eiusmod elit.


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LARGE FORMATSIGNAGE

OUT OF HOMEFOLLOWING CONTAINER RULESAND USING PATTERN OVERLAYS

WITH DIFFERENT SUBJECT MATTERHELPS EXPAND THE LOOK AND

CREATES DYNAMIC ANGLES WITHINTHE COMPOSITION.

LOREM IPSUM SIT ENLorem ipsum sit dolar amet elit consecuter eris alumet di carca epsulit.


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PROTECTION

.

DELIVERED.

PROTECTION.DELIVERED.

PRODUCT DEMO

EVENT SIGNAGE

EVENT SIGNAGE USE OF FULL BLEED COLOR,

BRAND CONTAINER, &VARIOUS PATTERNS TOGETHER IS

ENCOURAGED IN THESE SITIATIONSTO AVOID REPETITION AND

PIQUE INTEREST.

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EVENT SIGNAGE

THE FUTUREIS NOW

PROTECTION. DELIVERED.Lorem ipsum dolor siteragus amet, adipiscing elit, sed do eiusm.

PROTECTION.DELIVERED.

PRODUCTDEMO




PIQUE INTEREST.

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EVENT SIGNAGE

PROTECTION. DELIVERED.

PRODUCT DEMO

THE FUTUREIS NOW

PROTECTION. DELIVERED.

REGISTRATION




PIQUE INTEREST.

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Documents

CAMPAIGN PLAYBOOK - Cybersecurity Tri · CAMPAIGN PLAYBOOK 2017. ... HEIGHT LEADING SAME AS POINT SIZE HEADLINE SIZE RATIO ... DOLAR AMET ELIT Lorem ipsum sit dolar amet elit consecuter