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
SMART SECURITY
y
The width of the tagline is equal to the width of “atchGuard”
TAGLINE PLACEMENT
SMART SECURITY
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
PANTONE: PMS 425
CMYK: 0c 0m 0y 77k
RGB: 51r 51g 51b
HEX: 333333
PANTONE: BLACK
CMYK: 0c 0m 0y 100k
RGB: 0r 0g 0b
HEX: 000000
PANTONE: PMS 484
CMYK: 0c 95m 100y 29k
RGB: 179r 35g 23b
HEX:b32317
PANTONE: PMS 151
CMYK: 0c 48m 95y 0k
RGB: 248r 152g 40b
HEX: F89829
PANTONE: PMS 7541
CMYK: 2c 0m 0y 5k
RGB: 234r 239g 241b
HEX: eef1f3
PANTONE: PMS 631
CMYK: 67c 0m 12y 2k
RGB: 38r 188g 215b
HEX: 2bbed8
YELLOW
DARK BLUE
PANTONE: PMS 107
CMYK: 0c 4m 79y 0k
RGB: 255r 234g 83b
HEX: ffea53
PANTONE: PMS 541
CMYK: 100c 57m 0y 38k
RGB: 0r 70g 127b
HEX: 00467f

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TYPOGRAPHY WatchGuard Typefaces
Use the following font family when designing or customizing all WatchGuard
marketing, corporate communications and advertising.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
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.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
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

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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

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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
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