Brand Guidelines Overview

March 2017

SonicWall Confidential
The teams behind the SonicWall Brand and
marketing materials are responsible for
maintaining authenticity and building equity for
the SonicWall Brand. The SonicWall Brand
Standards exist to provide clear, reliable and
lasting guidance on how to use and develop
the Brand so that every endeavor helps us
communicate our Brand efficiently, effectively,
and with great impact.

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Careful use of the Brand elements and devices
including logo, colors and typography along
with the Brand voice and other elements of the
system help to unify and establish a strong
Brand.

This document covers rules to follow for those

entrusted with the care of the Brand.

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Brand Architecture

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Design Principle

• The SonicWall Design Principles focus and clarify what is and what
is not in line with the SonicWall Brand from a visual perspective.

• Apply these to the creation and/or evaluation of every new and/or

existing executions.

• Every-thing that has anything to do with the SonicWall Brand must

align with these to keep a strong visual and emotive perception of
our products and services

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Be Bold. Be Genuine.

SonicWall is confident. SonicWall is authentic

The Brand, in all of its and real. Inviting.
executions, makes a
visual impact.

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Be Engaging. Be Sharp.

The Brand invites its SonicWall is smart,

audience to engage and keen and quick. It is as
connect. visually instant as it is
pleasing.

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Branding Framework

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The Logo

The SonicWall logo is

the main component
of all SonicWall
materials and
touchpoints.

The full color logo

(shown to the right) is
the preferred logo to
use on all materials to
represent this Brand.

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 The primary SonicWall logo should always be featured across executions. When
Logo Usage: situations arise that require deferment to alternative applications, the logos below
Restricted Logo are permittable for use.

Use
White and Orange Logo on Gray
Background:
For situations where the background of the
execution is gray or similar in value for the
appropriate contrast between the two
elements.

Black On White Background: For media

in which color is not an option (i.e, a black
and white print ad, invoices, fax covers,
contracts and forms).

White on Black/Dark Background: For

media in which color is not an option, for
media where the background is too busy
for the gray and orange logo, or the white
and orange logo.

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The Logo
Construct

The registered
trademark symbol (®)
denotes that our logo
has been registered
with the United States
Patent and Trademark
Office.
It must be used with
the logo at all times.

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 The area of isolation is equal to the width of the sonic wave around
all sides.
Logo Usage:
Area of
Isolation and This area of isolation also maintains the amount of space needed
Minimum Size for placement on digital and printed materials. This is the minimum
clear space that must be allowed between the logo and the edge of
the viewing area.

Minimum size: Logo should never be printed smaller than 1 inch

wide.

Any smaller executions e.g. website favicon, must use the Sonic Wave
Mark.
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The Sonic
Wave
• The Sonic Wave is the
core visual mnemonic in
the logo. It is the kinetic
expression of the
SonicWall heritage
combined with the
ideology of a future-facing,
customer-first, security
solution advocate.

This logomark cannot be Example: You can use the wave on the front
used without the full logo of a brochure in conjunction with the primary
shown in the previous logo located on the back or on an interior
slide. page(s)

Do not use on apparel – risk of Nike

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Logo Usage:
Unacceptable
Uses

To maintain brand
consistency, please
do not manipulate
the logo outside of
usage guidelines

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The Brand
Name
• The Brand name is
“SonicWall®”.
• Note: The logo is the only
instance in which the letters
in SonicWall are capitalized.
When written out in
correspondence, only the S
and W are capitalized.
• The two words should also be
grouped as one represented
as SonicWall.
The Registered mark only
needs to be included in the
headline and the first
occurrence in the body copy
of SonicWall.

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Color

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Primary Palette
• The primary colors of
SonicWall palette are Orange
Pantone 1585c and Cool
Grey 10c.

• The Orange 1585c acts as

our hero color. Chosen for its
association with creativity - it
should work to draw the eye
for points of emphasis.

• The Cool Grey 10c acts as

the utility color - flexible on a
variety of backgrounds and
applicable as a shadow, mid-
tone or highlight.

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 Secondary
Palettes: Cool
The secondary cool and warm color

Cool
palettes can be used on the
following:
• Packaging
• Digital and traditional advertising
• Web
• Social media
They should act as a supplement or
means to complement the primary
Brand elements.
Secondary Palettes can also be
used to contrast with or more
visually align with channel partner
Warm
brands when producing cobranded
materials.

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Typography

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Primary Font

The primary font for the

SonicWall Brand is Lato.
It is used across all
packaging, website and
point of sale items.
When Lato is not available,
the Arial font may be used
as a replacement for internal
communications or html text
only (i.e, emails, invoices,
etc.).

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Imagery

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Imagery Overview

Imagery can communicate the SonicWall story without words. In today’s

media-rich environment, people respond to images more quickly than they
do words. Because of this, it is important that the images we choose to
represent the Brand be carefully selected to communicate with impact.
Brand photography should embody SonicWall’s Design Principles. The style
also applies to video (moving pictures). The 4 types of SonicWall imagery
used are shown in the following slides.

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Sonic Effect

• To balance and complement the

strong campaign imagery,
supportive photography used
should be strong and bold with a
blue tone and orange highlight.
• All photography outside of product
photography and campaign
imagery should fit within this look
and feel to maintain consistency
across all programs and
materials.

NOTE: Brand Folder has 100+

retouched images you can select
from that meet the new brand
standard. We will be adding to this
gallery as we move forward.

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Unacceptable
Uses

To maintain brand
consistency, please refrain
from using the following type
of imagery.

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Product
Photography

To balance and complement

the strength of the Creature
imagery product
photography should by
equally dynamic. Angled
shots make products feel
refreshed.

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 Creatures:
Fear Less
Campaign

• Bold, strong, metaphorical

imagery symbolizing
SonicWall’s benefits. i.e:
• Snake: lightning quick reaction
• Horse: unbridled innovation

• Creature imagery is used on

campaign materials and
program-specific marketing
pieces.

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The Campaign
Tagline
“Fear Less”
The Tagline is essential to
build Brand equity, affinity and
advocacy throughout the
duration of the campaign’s
run.
“Fear Less” communicates
SonicWall’s ideology and ties
the campaign together under
a single empowered
statement.

This campaign lock-up must

never be used independent
of our company logo.

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Fear Less.
Lock Up

The Fear Less lock up — SonicWall/Channel Channel Partner / End

also known as the tagline SonicWall Focused Partner / End User User Benefit Focused
blocks — were introduced to
the SonicWall brand as part
of the launch of the Fear
Less campaign in March
2017.
The elements are simple yet
bold and serve as the
“period” to the concept/idea
being communicated.

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SonicWall Confidential
Iconography

Iconography is used to
complement product
information and benefits and
help tell a story without
words.
These icons are created by
the SonicWall engineering
teams, are specific to
SonicWall and complement
the SonicWall visual
language.
These icons can be found in
Brand Folder.

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Internal Collateral

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Business Card

Sample Utilizes:

• Logo and sub-logos

• Primary colors
• Primary fonts

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SonicWall
PPT templates

Branded presentations promote

consistency and reinforce the Brand
across internal touchpoints and
communications.

Sample Covers Utilize:

• Logo
• Primary colors
• Primary fonts
• Product/ingredient photography
background

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Brand Videos:

Purpose: Videos drive engagement

within channels — whether in
company presentations to the
SonicWall employees, or to potential
vendors, partners and customers.

Videos utilize:
• Colors from the primary and
secondary palettes
• Main photography / presentation
style
• Fonts from the primary set

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Brand
Documents:

Samples Shown Utilizes:

• Logo and third party logo
• Primary fonts
• Primary colors and
secondary (overlays)
• Image Style

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Brand Execution Examples

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 New co-
brandable
templates
The templates are designed for co-branded or
non-cobranded. These are ready in A4 and US
formats.

Templates Utilize:
• Colors from the primary and secondary
palettes
• Photography styles
• Iconography
• Fonts from the primary set
• Campaign imagery

Available Templates on Brand Folder:

• Battle Card
• Brochure
• Case Study
• Data Sheet
• eBook
• Executive Brief
• FAQ
• Handouts (1 & 2 pagers)
• PPTs
• Solution Brief
• Tech Brief
• White Paper
• Partner Incentive

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Brand Social
Media

SonicWall’s Social Media channels

exist for the following objectives:
• To develop a robust, unified Brand
presence across all platforms
• To build strong online
communities and relationships
through active social participation
and engagement
• Continually optimize
communications efforts through
real time listening and analysis
• Drive high-volume website traffic
• Drive brand awareness and entice
customers to take action

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Brand Execution Examples

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Brand
Notepads and
USB Drives

Purpose: Promotional items

like notepads, pens and
USB drives extend
SonicWall’s brand presence
and encourage purchase,
brand awareness and
engagement.

Sample Utilizes:
• Colors from the primary
palette

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Brand T-Shirts

Purpose: Wearables extend

SonicWall’s brand presence
and encourage purchase,
brand awareness and
engagement.

Sample Utilizes:
• Colors from the primary
palette
• Primary Brand elements
include our Logo

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Campaign Execution Examples

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Campaign Out
of Home Mural

Purpose: Out of home advertising

encourages the idea of our
audiences to Fear Less. It extends
SonicWall’s campaign presence and
encourages brand awareness and
engagement.

Sample Utilizes:
• Colors from the primary palette
• Tone of Voice
• Fear Less lock up
• Campaign imagery

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Campaign
Pens, Notepads
and USB Drives
Purpose: Promotional items
like notepads, pens and
USB drives extend
SonicWall’s campaign
presence and encourage
purchase, brand awareness
and engagement.

Sample Utilizes:
• Colors from the primary
palette
• Primary Brand elements
including Logo and
Tagline

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Campaign
T-Shirts

Purpose: Wearables extend

SonicWall’s campaign
presence and encourage
purchase, brand awareness
and engagement.

Sample Utilizes:
• Colors from the primary
palette
• Primary Brand elements
including Logo and
Tagline

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Branded Execution Examples Branded items Email template

Digital banners

OOH

Social skins

Print Ad

Pull up banners

SonicWall Confidential
Thank you.

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