WatchGuard Brand Guidelines - WatchGuard Technologies

BRAND GUIDELINES 

OCTOBER 2013

2 

TABLE OF CONTENTS 

The WatchGuard® Brand 3 

Logo | Color Use 4 

Logo | Clearances 5 

Logo | Correct & incorrect Uses 6 

Tagline | “MOVING SECURITY FORWARD” 7 

Color Palette | Core & Accent 8 

Typography | WatchGuard Typefaces 9 

Graphic Element | Angled Red Box 10 

Photography | People 11 

Photography | Product 12 

Presentation | Slides 13 

Advertising Campaigns 14 

HTML Email | Guidelines 15 

WatchGuard® | Trademarks 16 

Copyright & Legal 17 

ADDRESS 505 FIFTH AVENUE SOUTH, SUITE 500, SEATTLE, WA 98104 • WEB WWW.WATCHGUARD.COM • U.S. SALES 1.800.734.9905 • INTERNATIONAL SALES +1.206.613.0895 

©2013 WatchGuard Technologies, Inc. All rights reserved. WatchGuard and the WatchGuard Logo are either trademarks or registered trademarks of WatchGuard Technologies, Inc. in the United States and/or other countries. 

All other trademarks and tradenames are the property of their respective owners. Part No. WGPE66459_102313

3 

THE WATCHGUARD® BRAND 

THE WATCHGUARD BRAND is active, not reactive. The future is 

always in motion. Security threats keep getting more sophisticated 

and aggressive. It can be a scary place when you have valuable 

data that’s being stored and shared. But when you team with 

WatchGuard, the outcome is secure. We champion your security. 

The brand focuses on the positive action that comes with 

WatchGuard products and solutions. The action of protecting our 

customers’ valuable data and productivity. The action of creating 

smarter products that are built for future threats. 

The visual voice of the WatchGuard brand is bright, open, and 

energetic. Clear space is important to help focus attention. 

Photography styles combine photos of positive, “real-looking” 

people with images that relate to the business and solutions that 

WatchGuard is all about. Imagery is primarily black and white with 

selective highlighting colors.

4 

LOGO Color Use 

Consistent logo use is vital to maintain a strong brand identity. The preferred 

use of the WatchGuard logo is on a white background and printed in the 

three core color palette colors (WatchGuard red, gray and black). Where it is 

not possible to present the logo in the preferred use, it may appear all white 

reversed out of a solid color, a dark photograph or on solid black. Avoid 

placing the reversed logo over complex patterns. 

To ensure a unified look across all materials it’s important to reproduce the 

WatchGuard palette colors accurately in all print and electronic applications. 

Full Color - CYMK 

Black & White 

Full Color 

0c 100m 100y 0k 

0c 0m 0y 77k 

0c 0m 0y 100k 

Reversed 

White logo on a solid color or 

dark photograph 

Reversed 

White logo on black background 

Spot Color 

Web 

Spot Color 

PMS 485 

PMS 425 

Black 

Reversed 

White logo on a solid color or 

dark photograph 

HEX Colors 

FF0000 

999999 

000000 HEX Color 

FFFFFF 

Reversed 

White logo on black background

5 

LOGO Clearances 

Always surround the WatchGuard logo with consistent spacing to ensure it’s 

easily identifiable and visible wherever it appears. Minimum clear space must 

be maintained around the logo. The clear space is equal to the height of the 

“a” in WatchGuard. Do not position any text, graphic elements, or other visual 

marks inside this space. 

Minimum Spacing 

The clear space around the logo should never be less than the 

proportional size of the “a” in the WatchGuard logo. See examples here 

for visual representation. 

Minimum Logo Size 

The WatchGuard logo must be sized so that it is readable in its entirety. 

The minimum allowable size for the logo is defined in the following visuals. 

FOR PRINT 

Minimum height size = 0.35 inches | 25 points | 0.9 centimeters 

Aligned with top of red oval 

0.35 inches 

Aligned with bottom of gray circle 

FOR WEB 

Minimum height size = 25 pixels 

Aligned with top of red oval 

25 pixels/points 

Aligned with bottom of gray circle

6 

LOGO Correct & Incorrect Uses 

Ensure that the WatchGuard logo is clearly recognizable by using it in its correct 

configuration. 

The logo consists of a magnifying glass icon containing a “W” inside the circle, 

and type that reads “atchGuard”. Choose the logo version that provides the best 

legibility for the mark. 

Correct Use 

The logo should always be used in one of two preferred formats —3-color on 

white or reversed white on the gradated red background. No single element 

of the logo may change position or size. 

Incorrect Use 

The logo should never be used in these formats. 

Never alter any of the elements in 

the logo. 

Never place the logo inside a 

shape that might be construed 

as part of the logo. 

Never recombine logo elements to 

create new version. 

Never use the logo in a vertical 

orientation. 

Never use the logo in any color other 

than the core palette colors.

7 

TAGLINE ”SMART SECURITY” 

The WatchGuard corporate tagline can be used as a stand-alone line of text or 

associated with the WatchGuard logo. The tagline should be set in caps using the 

font Myriad Pro Regular. The preferred color for the tagline is WatchGuard red. The 

tagline should appear in the lower right corner of marketing materials. 

Stand Alone Use 

With Logo 

SMART SECURITY 

TAGLINE SIZING 

Font: Myriad Pro Semibold (ALL CAPS) 

y 


y 

The width of the tagline is equal to the width of “atchGuard” 

TAGLINE PLACEMENT 


Align the tagline with the left edge of the “a” and the 

bottom of the edge of the magnifying glass.

8 

COLOR PALETTE Core & Accent 

CORE PALETTE 

The core palette consists of 4 colors—WatchGuard red, black, gray and 

crimson. These colors should be used on all WatchGuard marketing and 

corporate materials. Screen tints of each color may be used. 

ACCENT PALETTE 

The accent color palette provides 5 additional colors that may be used in 

conjunction with the core palette. These colors should be used to differentiate 

product lines or as accent colors for highlighting points or messaging. 

Core Color Palette 

Accent Color Palette 

WATCHGUARD RED 

GRAY 

BLACK 

CRIMSON 

ORANGE 

PALE BLUE 

SKY BLUE 

PANTONE: PMS 485 

CMYK: 0c 100m 100y 0k 

RGB: 255r 51g 51b 

HEX: FF0000 


CMYK: 0c 0m 0y 77k 

RGB: 51r 51g 51b 

HEX: 333333 

PANTONE: BLACK 


RGB: 0r 0g 0b 

HEX: 000000 


CMYK: 0c 95m 100y 29k 

RGB: 179r 35g 23b 

HEX:b32317 



RGB: 248r 152g 40b 

HEX: F89829 



RGB: 234r 239g 241b 

HEX: eef1f3 



RGB: 38r 188g 215b 

HEX: 2bbed8 

YELLOW 

DARK BLUE 



RGB: 255r 234g 83b 

HEX: ffea53 


CMYK: 100c 57m 0y 38k 

RGB: 0r 70g 127b 

HEX: 00467f

9 

TYPOGRAPHY WatchGuard Typefaces 

Use the following font family when designing or customizing all WatchGuard 

marketing, corporate communications and advertising. 

ABCDEFGHIJKLMNOPQRSTUVWXYZ 

abcdefghijklmnopqrstuvwxyz 









Myriad Pro Light 

Used for captions and callouts, 11 points 

or smaller. Avoid using for headlines or 

large body of text. 

Myriad Pro Regular 

Used for body copy, 10 points or smaller. 

Can be used in a larger size as a subhead 

or headline within an advertisement or 

direct mail piece. 

Myriad Pro Italic 

Used for captions and callouts, 11 points 

or smaller. Avoid using for headlines or 

large body of text. 

Myriad Pro Semibold 

Used for headline and subhead 

treatments, as well as logotype. 

Myriad Pro Bold 

Used for bold headline copy on 

advertisements and direct mail pieces 

that need to quickly grab the viewer’s 

attention. When using type this bold, it’s 

good to use a gray rather than black or 

red so that a product shot or supporting 

copy can still stand on its own. 









Myriad Pro Condensed 

Also used for body copy,12 points or smaller, 

and as an option when space is limited. 

Myriad Pro Condensed Italic 

Used for captions and callouts, 12 points or 

smaller. Avoid using for headlines or large 

body of text. 

Myriad Pro Semibold Condensed 

Another option for use in headline and 

subhead treatments. If product or service 

specific, it should generally appear in the 

accent color of the piece. 

Myriad Pro Bold Condensed 

Another option for use in headline and 

subhead treatments. If product or service 

specific, it should generally appear in the 

accent color of the piece.

10 

GRAPHIC ELEMENT Angled Red Box 

A key component to the WatchGuard visual brand is the angled red box. Use 

of this graphic element provides a recognizable shape that can help create 

a unified look across all WatchGuard communications. The angled red box is 

flexible enough to be used in many different configurations such as a main 

focal element or as a small accent. 

The Build 

The angled red box consists of a base of WatchGuard red overlaid with 

a transparent gradient from black to WatchGuard red. See instructions 

below to build the red box. 

Orientation 

The angled red box should always be used at a 13° angle. The box can be 

any size in length or height. When using the WatchGuard logo within the 

box, make sure the minimum clear space around the logo is maintained. 

Bottom box is solid 

100% WatchGuard red 

Top box is a black to 

WatchGuard red 

gradient set to “Multiply”. 

“Transparency” should 

be set at 50%. 

3/4 1/4 

13º 

Black 

WatchGuard Red 

The gradient should be black to WatchGuard red for ¾ of the blend, and 

¼ WatchGuard red. This will produce the correct visual gradient for the box. 

Final Blend 

13º

11 

PHOTOGRAPHY People 

Photography using people plays an important role in the WatchGuard brand. 

The style of the WatchGuard photography should be candid and authentic so 

that the visual representation doesn’t seem artificial. The body language of the 

model should be confident but not overly enthusiastic. Facial expressions should 

be natural, friendly, trusted. Images should be associated with a professional face 

that speaks to both a corporate and IT-based audience. 

Black and white photography of people is preferred for use in marketing 

communications. It provides a neutral base for the angled red graphic element to 

stand out. Color photography can also be used as appropriate. Location 

photography is preferred over studio photography. Also, since WatchGuard has an 

international presence, people used as subjects should represent a wide range of 

ethnicities and look like people in the industry, not just standard business types. 

Recommended Use 

Images of people help to establish a human 

connection with the products and services that 

WatchGuard provides. 

While eye contact with the viewer can be a 

positive choice for many WatchGuard marketing 

communications, you should also consider using 

candid shots with unconventional cropping. 

Black and white images create a clean, consistent 

look and allows other colors to be used as accents. 

When choosing subjects, consider using images of people 

appropriate to the marketing region (e.g., APAC, EMEA). 

Outlining a subject in a photograph maintains the 

human feel, and allows focus on other content 

without a distracting background.

12 

PHOTOGRAPHY Product 

The signature red color of the WatchGuard product line make each product very 

recognizable to customers. Product photography should highlight this feature. 

WatchGuard product images are available in the following angles and file formats: 

ANGLES 

• Front 

• Back 

• Angled 

• Stacked 

FILE FORMATS 

• EPS 

• TIFF 

• JPEG 

• GIF 

Sample Product Photos 

Recommended WatchGuard product 

shots should have a flat white 

background with a slight reflection and 

shadow. 

Front 

Angled 

Back 

Stacked

13 

PRESENTATION Slides 

WatchGuard has sales presentations available on the Partner Portal for resellers to 

use as is or to customize for specific audiences. When customizing a WatchGuard 

presentation, follow the guidelines below to maintain consistency throughout the 

presentation: 

• Use clear, concise, and easy-to-read slides. 

• Slide text should be kept to a minimum, with most of the information 

presented verbally by the speaker. 

• Animation should be consistent throughout a deck, or group of decks that are 

shown together. 

• Remember that file size can increase dramatically when artwork is imported 

from outside software sources, or when animation is applied. 

Sample Slides 

Result: Big Challenges for IT 

Changing landscape and business behaviors combine to 

stretch IT too thin. 

Presentation Title 

Presenter name 

Date 

• Lack of visibility into network, security, and 

user activities 

• Difficulty defining, enforcing and auditing policy 

• Complaints from users about slow internet 

• Management of disparate solutions frustrating and risky 

• Maximizing benefits and minimizing risks is difficult 

especially when implementing a social media strategy 

Data Loss 

Prevention 

Title Slide Content Slide Final Slide

14 

ADVERTISING CAMPAIGNS 

WatchGuard provides a library of Lead Generation Campaigns on the Partner 

Portal that are designed to make it easy for Partners to reach out to customers. 

Campaign kits include a variety of professionally produced marketing tools 

including print ads, HTML emails, direct mail pieces, and web banners. 

Print Ads 

Visit https://www.watchguard.com/partners/marketing/lgk/ 

to view WatchGuard Lead Generation Campaign materials. 

IN THE NEXT FEW MINUTES 

a student will be cyber-bullied. Now 

more than ever schools need an 

integrated solution with the ability 

to scan all inbound and outbound 

content and attachments to ensure 

cyber-bullying doesn’t take place on 

your school’s network as protecting 

students is crucial. 

YOUR STUDENTS ARE NEXT. 

ARE YOU PREPARED 

WatchGuard® helps educators protect 

students from the 24-hour harassment 

of cyber-bullying. Our security 

solutions give you the ability to block 

or flag cyber-bullying, slander and 

comments related to depression and 

suicide through traditional email, 

webmail and Internet sites including 

Facebook. By monitoring and blocking 

malicious messages from reaching their 

intended recipients, schools can stop 

cyber-bullying in its tracks. 

Learn more at watchguard.com/bullying 

LET’S FIGHT IT TOGETHER.

15 

HTML EMAIL Guidelines 

Emails should maintain a clean look and feel, using ample white space to 

accentuate the content. Use the template as shown below with copy, link, and 

visual elements as indicated. Keep it short and accessible for best results. 

Sample Email 

HTML / OFT (Outlook File Transfer) Email

16 

WATCHGUARD® Trademarks 

The WatchGuard name, logo, and partner program names are registered trademarks of WatchGuard 

Technologies. In order to help protect the integrity of our programs, WatchGuard asks that those 

who make reference to our trademarks and use our logos adhere to the following guidelines: 

TRADEMARK USAGE AND STYLE GUIDE FOR USE ON THE WEB AND IN PRINT 

The parameters for use of any WatchGuard trademark are as follows: 

• You may not use a WatchGuard name or logo as part of either your name or your company’s name. 

• Any WatchGuard logo must be accurately shown in proportion and orientation. Distorting or 

rotating the logo is not permitted. 

• The WatchGuard name or any WatchGuard logo must not be incorporated into any other mark 

or symbol. It may not be used as a border on or around any item. 

• No WatchGuard Logo or Trademark may be used as a domain name or as a part of a domain name. 

WHO CAN USE WATCHGUARD LOGOS 

Only authorized users can use or display a WatchGuard logo or trademark. How you use any 

WatchGuard logo reflects both on our company and your organization. Use it proudly to show 

your commitment to quality service and excellence. We encourage you to involve your entire 

organization in helping WatchGuard raise the profile and enhance the image of the association. 

Channel Partners can find logos for business use by logging on to 

the Partner web site at www.watchguard.com/partners. 

WHO IS AN AUTHORIZED USER 

To be considered an “authorized user” an individual or company must be part of the WatchGuard 

Secure Partner Program (WSP), WatchGuard Managed Security Service Provider, or WatchGuard 

National Reseller Program (NRP) and qualify under one or more of the following categories: 

• WatchGuard Resellers – A company that has met the necessary qualifications to be recognized by 

WatchGuard as a Certified WatchGuard Reseller in good standing. Authorized users in this category 

can use the appropriate level Certified WatchGuard Reseller logo on printed business materials 

such as letterhead, invoices, customer correspondence, brochures advertising, and web site. 

• WatchGuard Managed Security Services Program – A company that 

has met the necessary qualifications to be recognized by WatchGuard as a Certified 

WatchGuard MSSP. Authorized users in this category can use the Certified WatchGuard MSSP 

logo on printed business materials such as letterhead, invoices, customer correspondence, 

brochures, advertising, and web site. 

• WatchGuard National Reseller – A company that has met the necessary qualifications to be 

recognized by WatchGuard as a Certified WatchGuard National Reseller. Authorized users in this 

category can use the Certified WatchGuard logo on printed business materials such as letterhead, 

invoices, customer correspondence, brochures advertising and web site.

17 

COPYRIGHT & LEGAL 

The WatchGuard web site houses the most current listing of when, where, and 

how to use trademarks, copyrights, and legalese in any outbound marketing 

materials. To find out more, visit the terms and conditions page at 

www.watchguard.com/legal.asp 

Trademarking with Copyright Notice 

Trademarks of WatchGuard Technologies, Inc. can be found at 

www.watchguard.com/legal.asp. Use the appropriate trademark 

symbol when trademark names appear in titles, subheads, and at first 

reference in body text. 

When using WatchGuard lead generation materials (described on page 14), 

you must include the trademarked WatchGuard logo. 

The following are protected trademarks and logos of WatchGuard 

Technologies, Inc. 

If you have the right to use any of these protected trademarks, you must include 

the following attribution: 

(List of WatchGuard trademarks you are using) (is) (are) either (a) registered 

trademark(s) or trademark(s) of WatchGuard Technologies, Inc. in the United States 

and/or other countries. 

Additional information can be found at 

http://www.watchguard.com/corporate-info/terms-of-use.asp#trade 

AppLock® 

AppLock®/Web 

AuditScan® 

ClickAware 

Core 

Designing peace of mind® 

DVCP technology 

Enforcer/MUVPN 

Firebox® 

FireChip 

Fireware® 

HackAdmin 

HostWatch 

Know What to DoSM 

LiveSecurity® 

LockSolid® 

Make Security Your Strength 

The Model Upgradeable Key logo 

Peak 

RapidCare 

RapidCore® 

RapidStream® 

SchoolMate 

The Security You Really Need. 

ServerLock® 

ServiceWatch 

Smart Security. Simply Done. 

Stronger Security, Simply Done 

Vcontroller 

VPNforce 

WatchGuard® 

WatchGuard® Technologies, Inc. 

The W-G logo® 

The WatchGuard “Hardware - 

Software - Services” logo

WatchGuard Brand Guidelines - WatchGuard Technologies

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