The APC logo

2.0The APC logo2.1 – Consistency is the keyThe APC logo is central. Every communication piece, in any medium, depends ona clear presentation of our logo as an identifier. The years of work we have done tobuild and strengthen the APC brand can be capitalized in an instant with this singlesymbol. Customers see it, customers trust it, customers depend on it. To protect thelogo’s power, every application of the logo must be absolutely consistent the worldover. While the logo may appear on thousands of documents in front of millions ofcustomers, it may only be presented to them in four ways.The first iteration of the logo is justas you see it at right. Red, unencumberedby any text below and unique toAPC. This logo is a registered trademarkowned by the company, and mustappear at all times with that indicator.The second iteration includes themarketing tagline sanctioned by thecorporate marketing communicationsdepartment. At any given time, ONLYone tagline will be in use worldwide.

2.1Wherever critical business reasonscompel us to identify our companyname in the logo, “American PowerConversion” may be used underneath.The words “American PowerConversion” should never be translated.These words should always appear inblack. If the background would causethe black words to be unreadable, theymay be changed to white.It is corporate policy to use the logowith the URL in place of the corporatetagline to provide a clear and obviouscommunication link between APC andcustomers in the field who may nothave our phone number or Webaddress listed anywhere else. Thisusage is ONLY acceptable for products.www.apcc.comFor the purposes of this policy, theproducts include the following: productcabinets and labels, owner’s manuals,software graphical user interfaces,including install software, icons orinstallable drivers, where size permits.This logo is available on the APCCorporate Identity Guide CD and shouldnot be recreated.

2.3 – Logo specificationsThe clear space around the logo must be maintained. Avoid diluting the logo’spower by surrounding and overshadowing it with clutter.The clear space around the logo isdefined by the height of the base of the“P” (defined as “x” fig. 1) and must beapplied on all four sides of the logo.xxxxxfig. 1When text is added below the logo,the space around the logo and textremains “x” while the space betweenthe logo and the text is defined by theheight of the crossbar of the “A”(defined as “y” in fig. 2).yyyfig. 2The font of the text must always beUnivers condensed with an x-heightidentical to the “x” measure of the “P”.xxxxElectronic files are available on theAPC Corporate Identity Guidelines CD.x

2.4 – Acceptable adaptations in logo usageAs is the case with most rules, a few exceptions apply. Any exceptions beyondthe two listed here will not be tolerated. If you have questions, concerns, or wish toconfirm your logo usage meets corporate standards, please contact the corporatemarketing communications team at brand@apcc.com for approval.For INTERNAL use only, taglinesreferencing department, SDD or MAGmay be used in place of a tagline.These exceptions must never bepresented to our customers.yyMarketing CommunicationsIf more than one line is needed,the leading should be set solid (equalto the type point size). Text shouldalways be set using upper andlowercase letters.yyLatin AmericaMarketing Communications

2.5 – Common mistakes in APC logo usageOver the years we’ve seen a number of recurring errors in the use of the APClogo. Below you’ll find a collection of the most common usage mistakes.The logo should never appear in any color exceptAPC Red (pms 199) or black.Legendary Reliability Never try to typeset the tagline. Use supplied art.The APC logo should never be enclosed in a shape.Legendary Reliability Never tint the APC logo.Legendary Reliability The APC logo should never be tilted on an angle.Never outline the APC logo.Legendary Reliability The APC logo must appear with the registered mark(®).Never distort the APC logo.

3.0The APC tagline3.1 – Legendary Reliability: the worldwide corporate taglineBecause the APC logo is the central point of communication with our customers,the tagline associated with the logo must not vary from place to place or use touse. The fundamental message contained in the tagline represents the most puredistillation of the APC brand identity. It speaks to the most critical factor our customersconsider when purchasing power protection: Reliability. It also emphasizesour hard-fought position as a market leader worldwide, and indicates to potentialand new customers in new markets that we are in no way new to the industry. Weencourage you to translate the tagline to be understandable in any country orregion, but under no circumstances can it be replaced by another tagline.The tagline must adhere to the positioningstandards described in the logospecification section of this book.yyWhen displaying a translation of thetagline, the width of the tagline mayexceed the width of the logo. In thesecases, the tagline must be centered,and the side logo clear space must bemeasured from the outside reaches ofthe tagline.yyIf a non-roman character set like kanjior cyrillic are used, the spacing andmeaning of the tagline must remainthe same.yy