Windows 7 Global Tool Kit

Windows 7 

Global Tool Kit Guidelines 

Microsoft Confidential 

Windows 7 Global Toolbox Guidelines // Version 3 // October 21, 2009 1

Campaign Voice 

The campaign will continue to use real people and the real things they say. So the voice is, by definition, very 

authentic and conversational. Not just the words–the sentiments as well. Never too slick or overly 

ad-like. Just simple, approachable, and honest (with a sense of humor, of course). 

The attitude of people in our campaign is humble, yet tongue-in-cheek. In some cases, even slightly 

awkward. After all, these are not actors or models. They’re real PC users engaged in activities from 

their everyday lives. 

1 Windows 7 Global Toolbox Guidelines // Version 3 // October 21, 2009 


Brand Platform 

When Microsoft made Windows 7, the first thing they did was listen. They listened to the millions of users who 

provided feedback. They listened to their own engineers. They listened to the guy on this very page. 

The result? A leaner, meaner, cleaner, easier, faster, and simpler Windows. One with hundreds of little 

improvements that add up to, frankly, a whole lot less. Less steps, less clutter, less interruptions, and less hassle. 

And with less of what people don’t need, Windows 7 enables PCs to help people do more. More work, more play, 

and more of everything in between. 

It’s the brainchild of a big group of people, millions and millions strong, who spoke up about what they wanted. 

And who can now proudly say, “I’m a PC and Windows 7 was my idea.” 



Typography 



SEGOE LIGHT 

Typography is the Visual 

Voice of the People Who 

Helped Create Windows 7. 

Our Typography is Clean, 

Simple and Inviting. 

ABCDEFGHIJKLMN 

OPQRSTUVWXYZ 

abcdefghijklmnopqrstu 

vwxyz 0123456789 

OUR VOICE 

Typography places a pivotal role in the success of our brand identity. The selection of fonts 

and how they’re used has a major visual impact. 

Our typography is clean, simple and inviting. It is both readable and distinctive. 

We have specifically picked Segoe Light and this is the only font that should be used. We 

also have a recommended set of sizes, spacings and alignments on the following pages. 

BELL MT (Punctuation) 

“ ” ‘ ’ ! , . 

PRIMARY FONT 

Segoe Light is clean, simple and friendly. The Segoe font family is the 

key font for Windows. 

Main headers must use Segoe Light. It is also used for all body copy. 

We use Bell MT for all punctuation in headlines and body copy. 



X 

X 

X 

1.75 X 

Headlines and Subheads 

cannot be set justified right. 

I asked for it to 

use less memory. 

Now it uses 

less memory. 

I’m a tech goddess. 

PCs run longer with Windows 7. 

PCs run longer with Windows 7. 

HEADLINES 

Should be initial caps and lowercase, set flush left 

and never flush right or centered. 

SUBHEADS 

2.5 X 

Should always be set in Segoe Light. They should also always 

be set at 1/2 the height of the headline, and flush left. 

Headlines and Subheads cannot 

be set centered or in all caps. 

I ASKED FOR IT TO 

USE LESS MEMORY. 

NOW IT USES 

LESS MEMORY. 

I’M A TECH GODDESS. 

PCS RUN LONGER WITH WINDOWS 7. 



Effect color is a rich black: 

C=70 M=65 Y=62 K=100 

Headline Shadow Effect 

To ensure readability, a shadow effect is applied to the placed headline file in InDesign 

using the Outer Glow setting. The box on the right shows an example of a good starting 

point for the settings in InDesign. Keep in mind that the effect may need to be adjusted 

depending on the image. It should be soft, subtle and not recognizable as a typical drop 

shadow. Reducing the opacity of the effect when it falls over lighter and brighter portions 

of an image is recommended. 

InDesign Transparency Effects Settings Panel 

Shadow effect applied CORRECTLY. 

Shadow effect applied INCORRECTLY. 



Approved Background 

The graded light green background is eye catching and gives the layout a feeling 

of lightness. It’s clean and inviting, which matches the font used in the campaign. 

The orientation of the background should have the darker green color starting at the 

top of the document and grading down to the lighter green toward the bottom. 



Logo Usage 



Correct Usage 

Color Usage 

Correct Lockup 

The Windows logo is easily one of the world’s most recognizable logos. 

There are some simple but important rules to follow. 

White logo used ONLY on black and white executions. 

The Windows flag always precedes the “Windows 7.” There should never 

be an instance where the flag, the “Windows,” or the “7” should be rearranged. 

All three elements should also remain connected together as one whole, 

and no one element should be resized. 

Incorrect Usage 

Do not switch order of Windows 7 and the flag. 

Do not use Windows 7 without the flag. 

Do not resize or enlarge the flag. 



Logo Usage 

and Photography 

The logo will always be placed over a photograph. So here’s what to 

keep in mind. 

For color photos, use the full-color flag logo with white Windows type. 

With black and white pictures, use the solid white flag logo with white 

Windows type. 

Always be sure to place the logo in the lower right hand corner of the 

photograph. Be sure the logo is legible. 

Full Page 4-color 



OOH Layout 



Portrait Executions Guide 

The portrait guide will be used for all media that requires portrait shaped creative. 

Grids Provide the 

Skeleton for Consistent 

and Effective Layouts. 

Grids are page architectures that provide the skeleton for consistent and effective 

print layouts. Having a library of page grids lets us focus on the content. This section 

illustrates grids and rules for four standard out-of-home sizes that will be used for 

Windows 7 “My Idea” print communications. By keeping the same proportions across 

all media landscapes, we will build a visual language that will be clear, consistent and quickly 

recognizable as our own. 

1/2 width of the image area 

determines the logo size. 

Instructions: 

1. Create guides that determine the vertical and horizontal center of the image. 

2. Position the bottom right hand corner of the Windows flag at the horizontal center. Use the height of the lowercase letters in 

“Windows” to determine spacing as shown for the right margin and bottom margin (“X”). 

3. Now that the logo size is set, we can use “X” as a unit of measurement. 

4. The headline should be vertically centered. * 

The headline size is determined by creating margins using the “X” unit of measurement. 

The left margin is equal to 2X. The right margin is equal to 3X. 

* 

If the subject of the image is obstructed when the headline is vertically centered, it can be shifted to accommodate. 



Square Executions Guide 

The square guide will be used for all media that requires square-shaped creative. 

Landscape Executions Guide 

The landscape guide will be used for all media that requires landscape-shaped creative. 







Instructions: 





4. The headline should be vertically centered. * The headline size is determined by creating margins using the “X” unit of measurement. 

The left margin is equal to 2X. The right margin is equal to 3X. 

* 

If the subject of the image is obstructed when the headline is vertically centered, it can be shifted to accommodate. 

Instructions: 





4. The headline should be vertically centered. The headline size is determined by creating margins using the “X” unit of measurement. 

The left margin on the headline panel is equal to 2X. For extra long layouts, the left margin is equal to 1X. 

The right margin on the headline panel is equal to 3X for all landscape executions. 



Headlines Around 

the World 

Here we see the “I’m a PC” headline translated into French and German. 

Each headline, even in a different language, still adheres to the design and layout 

principles mentioned earlier in the guide. Please see pages 21–25. 

English 

Moi je suis PC 

et Windows 7 

c’était mon idée. 

Ich bin ein PC 

und Windows 7 

war meine idee. 

French 

German 



Headline and Photo 

Usage: OOH 

I’M A PC AND WINDOWS 7 WAS MY IDEA. 

“I’m a PC and Windows 7 was my idea” is the universal headline of the campaign, 

and can be used with any photo. 

FEATURE HEADLINES 

Feature headlines tout a specific improvement or function of Windows 7. 

These lines cannot be used with just any photo. Each line must be paired with the 

appropriate photo. 

Accompanying this style guide is an image to line document that breaks down what 

photo should be used with each line. 

Note: Be sure to use the “Print” image to line document for all print executions, which 

is different from the “Digital” document. 

I’m a PC and Windows 7 was my idea. 

Feature headlines 



Creative Placement and Usage 

The campaign will be rolling out in two phases: 

From 10/22/09 –11/2/09, all of the ads will only contain the “I’m a PC and Windows 7 was my idea” headline. 

After 11/2/09, the ads will be a mixture of the “I’m a PC and Windows 7 was my idea” headlines, as well as the 

“Feature” headlines. 

The mixture of the ads will break down as follows: 

30% of the ads run will be “My Idea.” 

70% of the ads run will be “Feature.” 

Something to remember: Although 70% of the ads run during this phase of the campaign should be the 

“Feature” ads, if there is an instance of a media buy in fast traffic areas where a shorter headline makes 

more sense, the “My Idea” headlines are to be used instead. 



Digital Layout 



1. Photography 

2. Headline 

Design Elements 

All digital media will contain the following design elements: 

1. PHOTOGRAPHY 

The photography is always full color and should be used as shown. Only use assets provided for any 

My Idea digital media. 

3. Call-to-action button 

4. Windows 7 logo 

2. HEADLINE 

Headlines must be used as provided. If translations are required, use the 

guidelines to ensure that all 

text fits within the text area. 

3. CALL-TO-ACTION BUTTON 

4. WINDOWS 7 LOGO 

All My Idea digital media include a single call-to-action button. Use the provided 

call-to-action copy. 

If a new call-to-action is required, use the guidelines to ensure that all text fits 

within the text area. 

All My Idea digital media include the Windows 7 logo in a locked size and position. 

Do not move or change the size of the Windows 7 logo. 

5. Green background 

5. GREEN BACKGROUND 

For 728x90 executions, a green background is used on the left side of the banner, 

behind the headline. This format is only used for this specific size. Use only the 

assets provided for this size. 



Horizontal: 728x90 

364px width 

Full-bleed image 

1. Photography 

Photography is always full color and bleeds to the edge of media. Use only the assets provided 

when placing images. The photography will be cropped according to each size. Do not change 

the cropping of photography. 

Standard: 300x250 

Full-bleed image 

Vertical: 160x600 



Left margin = 15px 

Right margin = 35px 

2. Headline: I’m a PC 

The “I’m a PC” headline is in a fixed size and position and color. It should only be adjusted when a translation is 

necessary. When translating, ensure that all text fits within the specified text area. There should be no broken text or 

dashes, and each line should break with complete words intact. 

Top margin 

= 90px 

Minimum space 

between 

headline and 

button = 17px 

Text area 

250x105px 

Min character size: 

24pt Segoe Light 

27pt leading 

Max character size: 


29pt leading 

39 Windows 7 Digital Toolbox Guidelines // Version 3 // October 21, 2009 

Windows 7 Digital Toolbox Guidelines // Version 3 // October 21, 2009 40

2. Headline: I’m a PC cont’d 

160x600 



728x90 

Top margin 

= 265px 



Text area = 237w x 43h px 

Centered vertically 



25pt leading 



27pt leading 

Text area 

140x150px 



24pt leading 

Minimum space 

between 

headline and 

button = 17px 

Text area 

140x150px 



23pt leading 





2. Headline: Features 

The Features headline is in a fixed size and position and color. It should only be adjusted when a translation 

is necessary. When translating, ensure that all text fits within the text area. There should be no broken text or 

dashes, and each line should break with complete words intact. 

Top margin 

= 90px 

Minimum space 

between 

headline and 

button = 17px 

Text area 

245x113px 



20pt leading 



22pt leading 

43 Windows 7 Digital Toolbox Guidelines // Version 3 // October 21, 2009 

Windows 7 Digital Toolbox Guidelines // Version 3 // October 21, 2009 44

2. Headline: Features cont’d 

160x600 



728x90 

Top margin 

= 250px 



Text area = 256w x 62h px 

Centered vertically 



16pt leading 



20pt leading 

Text area 

150x181px 



24pt leading 

Space between 

headline and 

button = 17px 

Text area 

150x181px 



22pt leading 



3. Call-to-Action Button 



All My Idea digital executions must include a call-to-action button that complies with the specifications shown 

here. The toolkit will provide the necessary text for the call to action. If different text is needed for the button, 

use the specs shown here to determine the size of the button and character. 

The call-to-action button must always appear in the position provided. It is always aligned flush left with the 

headline on 160x600 and 300x250, and aligned flush right with the Windows 7 logo on 728x90. 

Align 

Center text vertically in button. 

Minimum character size 11pt 

Maximum character size 13pt 

Align 



Logo size 

Logo position 

Logo width = 98px 

4. Windows 7 Logo 

The Windows 7 logo must always appear at the provided size and position. The background behind the logo 

should have sufficient contrast to ensure logo legibility. 


Bottom margin = 10px 





Execution Guide: Portrait Layout 

Text area (I’m a PC) 

150x181px 



23pt leading 



27pt leading 

Text area (Features) 

150x181px 



23pt leading 



24pt leading 

The sizes specified in this guide represent the majority of units to be executed. If additional sizes need to be 

created, follow the steps below as well as the specs shown on the left. 

1. Determine the vertical height of the unit, and multiply this by .23. Use this number as 

the bottom margin. Place the call-to-action along the top edge of this margin. 

2. Place the text area box 17 pixels above the call-to-action button, and align flush left. 

3. Follow the text specifications shown here when applying the appropriate headline. 

4. Choose the appropriate full-bleed image and crop as provided. 

5. Place the Windows 7 logo in the top right corner using specifications from the 

Windows 7 logo usage page. 

Bottom margin= 

vertical height 

of unit x .23 





245x113px 



20pt leading 



22pt leading 

Execution Guide: Standard Layout 

Minimum space 

between 

headline and 

button = 17px 


250x105px 



27pt leading 



29pt leading 




Text area 

centered vertically 


Execution Guide: Horizontal Layout 

The sizes specified in this guide represent the majority of units to be executed. If additional sizes need to be 

created, follow the steps below as well as specs shown at left. 

1. Determine the horizontal width of the unit, and multiply this by .5. This will split the 

unit in half. The 

right side of the unit will contain the full-bleed image, and the left side will contain 

the provided green gradient background. 


237w x 43h px 



25pt leading 



27pt leading 


256w x 48h px 



17pt leading 



18pt leading 

Image area= 

width of unit x .5 

2. Place the Windows 7 logo in the top right corner using specifications from the 

Windows 7 logo usage page. 

3. Place the call-to-action button in the bottom right of the layout using same margins 

as specified for the 

Windows 7 logo, aligning the button flush right with the logo. 

4. Follow the text specifications shown here when applying the appropriate headline. 

5. Choose the appropriate full-bleed image and crop as provided. 



Don’ts 

To maintain a cohesive visual language across all formats, sizes and media, the guidelines must be strictly followed. 

Below are some examples of what not to do when adapting the media to your specific market. 

Don’t rearrange the layout elements 

Don’t change the button styles 

Don’t remove layout elements 

Don’t remove layout elements 

Don’t use the green background 

in non-horizontal layouts 

Don’t change the size, crop or 

color of the photography 

Don’t place type outside of text area 

or larger/smaller than specified 

Don’t use photography other 

than the provided assets 



Headline and 

Photo Usage: Digital 

I’M A PC AND WINDOWS 7. 

“I’m a PC and Windows 7 was my idea” is the universal headline of the campaign, 

and can be used with any photo. 

FEATURE HEADLINES 

Feature headlines tout a specific improvement or function of Windows 7. 

These lines cannot be used with just any photo. Each line must be paired with the 

appropriate photo. 

Accompanying this style guide is an image to line document that breaks down 

what photo should be used with each line. 

Note: Be sure to use the “DIGITAL” image to line document for all digital executions, 

which is different from the “PRINT/OOH” document.

Windows 7 Global Tool Kit

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