RSA Brand Guide

Brand Style Guide and
Division Identity Standards

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Welcome
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photography–the external manifestations of our brand.

Welcome to the new RSA Brand Guide However, expressing the spirit of the RSA brand is up to you.
Selecting the most appropriate photographs, crafting the right
Today, all over the globe, we are collaborating with customers
words, and putting customers first will take careful thought,
to address their most pressing concerns with advanced security
imagination and dedication to our brand values. We know you
products and solutions—and to bring those innovations to
will succeed, because when everyone brings the brand alive at
market at a quality level that surpasses the competition. This
every customer touch point, it will set us apart, and ultimately,
document represents another opportunity to further strengthen
secure our market position as the premier provider of security
our reputation and image in the marketplace. More than a list
solutions for business acceleration, and the best and only
of rules about where to put our new signature or what typeface
choice for information-centric security.
to use in presentations, this is a guide that will help bring the
RSA brand to life. While this guide is intended to be as comprehensive as
possible, not every scenario can be taken into account. It will
Effectively managing our brand equity across all our marketing
be updated periodically to reflect changes to standards and
communications, against every customer touch point and within
new issues as they arise. Please refer your agencies and
different regions, requires extraordinary consistency in the way
production partners to this document as a resource.
we communicate. Thus, our new branding initiative begins with
an understanding of our core strategy, dedication to the Any questions should be directed to Division Marketing.
consistent implementation of that strategy, and discipline to
Thank you for helping to set the RSA brand apart.
manage and maintain the RSA brand value over time.
The RSA Brand Team
The information contained herein will guide you in making the
right decisions that build and protect our brand assets. You’ll
find a wealth of information about logos, colors, grids and
The Security Division of EMC

Letter from the
President
This document contains important information on properly

This is our moment. positioning, communicating and visually representing the RSA
brand, and signifies the completion of the company’s post-merger
Never before in our proud 27 year history have the forces of
integration under new corporate parent, EMC Corporation. These
commerce, society and business come together to create a new
materials will help you understand what needs to be done to set our
world of possibilities–for RSA, our employees, our investors, our
brand apart, and communicate our value and differentiation to the
partners and, most importantly, our customers. We are the
market.
global leader in providing innovative security solutions for
business acceleration. We help the world’s leading companies I encourage you to embrace the RSA brand so that we may
solve their most complex and sensitive security challenges and fully deliver on our potential to all stakeholders and expand
free them from the worry of security failure. In so doing, we our industry leadership position. I encourage you to work
allow them to imagine new business possibilities, continually with our customers, our business partners and other EMC
innovate and, ultimately, realize their ambitions. divisions to leverage our expertise and broad portfolio of
information-centric security products and services to deliver
However, this will only happen if we partner with our customers,
superior integrated security solutions.
and continually nurture and increase their faith in the RSA
brand and what it represents. To accomplish this we must have Together, we fulfill the RSA brand promise. Together, we
a common understanding of who we are. We must convey our succeed. Together, we drive the future. I cannot think of a
brand promise clearly and concisely. Every communication and more rewarding endeavor.
customer contact must reflect our brand message, our personality
and our attributes. We must respect our customers and
respond in a timely manner to resolve their most pressing
issues. Reducing cycle times, developing quality solutions and
always exceeding customer expectations are critical to building Arthur W. Coviello, Jr.
our customer’s trust in the RSA brand. President
RSA, The Security Division of EMC

CONTENTS
Contents
1 2 3
RSA Brand Foundational Elements RSA Division Identity System RSA Brand Identity System
1.1 The RSA Brand Strategy 2.1 Logotype Standards 3.1 Intro
Brand Concept/Mission Division Logo
3.2 Primary Design Elements
Positioning Basics
Personality Spacing & Size Typography
Address Signature Primary Color Palette
1.2 Architecture Color Specifications Secondary Color Palette
Visual Format
Master Brand Product Brand Logos
Photography Style
Structure Basics
Brand Migration Product Logo Treatments
3.3 Examples
Standalone & Endorsed Brands
Partner Logos
Acquisition Philosophy Advertising & Themed Campaigns
RSA SecurWorld
Transition Guidelines Programs & Events
RSA Secured
Collateral
RSA Secure Ready
1.3 Nomenclature
SECURED BY RSA
3.4 Resources
Company Name
Business Groups 2.3 Typography
RSA Brand Standards
Product and Service Names Division Identity Materials
Winbrook Printing (Stationery)
Exceptions Obtaining Fonts
Branding/Graphics Library
Word Usage
(RSANET Users Only)
1.4 Trademarks
Technology Partners
2.4 Stationery
Governance
Name Treatment System
Primary Usage Rules Typing
Other Companies Letterhead
Third Party Usage Envelope
Trademark List Business cards

Strategy Architecture Nomenclature Trademarks
RSA Brand
Division Identity
Brand Concept/ Positioning Personality
Brand identity Mission
1.1
Our brand strategy is a road map for understanding and delivering on our
brand potential. Understanding and articulating our unique capabilities RSA Brand Positioning
and attributes in a consistent manner enables us to increase awareness PASSIONATE
and build loyalty while strengthening the ties customers have to our brand. Positioning is our point of differentiation versus key
The strategic foundational elements of the RSA brand are: competitors. It stakes out a space in a territory AUTHENTIC
where we can credibly deliver quality products,
services or unique benefits that no other
organization can deliver. Positioning guides all
DRIVEN
RSA Brand Concept, Mission & Value Proposition
communications and must be reinforced through
Our brand concept and mission define what we are committed to action, to all audiences, across all business groups DYNAMIC
accomplishing with and for our customers. and in all regions.
Our positioning declares the unique end-benefit

INVENTIVE
Our brand concept is captured as follows:
that distinguishes RSA from all others and clearly
“Change the Game”: By changing the game in security, we're helping
tells customers the value we provide: LEADER
our customers change the game in their own businesses and industries.
“RSA is the premier provider of security solutions
Our mission supports our brand concept:
for business acceleration.”
“Be a catalyst for break-out business success by freeing organizations
from the worry of security failure.”
Our value proposition further captures our intent: RSA Brand Personality
“RSA solves your most complex and sensitive security challenges for the
The dedicated efforts of RSA employees to drive the company’s success is
enduring protection of your customers, results and reputation, and the
essential to our future. Our customer-centric culture is achieved through
realization of your greatest ambitions.”
the demonstration of our primary brand personality traits, shown in the red
The essence of RSA today is our brand promise. Through our information- block.
centric security approach we ensure that information is always an asset
These key traits should manifest in our behavior and be brought to life in
and never a liability. Our brand promise is communicated externally
the most vital, social and personal way. The actions of each employee will
through our positioning and given dimension through our unique brand
need to support our brand promise at every turn to create a complete
personality attributes.
brand experience for our customers.

RSA Brand
Division Identity Master Brand Structure Brand Acquisition Transition
Brand identity Migration Philosophy Guidelines
1.2
RSA Master Brand Architecture
RSA specific offerings are organized under a Master Brand strategy (also
called a monolithic architecture) in which all of the company’s business
units, products and services are branded with the well-known RSA Master
Brand as their primary identifier.
Within this architecture, RSA supports a variety of product brands and

services brands that are well-known identifiers in their respective markets.
In all cases, these brands are secondary to the RSA Master Brand. In most
cases, the product and service names are descriptive in nature. As a
general rule, it is preferred that products and services under the Master
Brand do not use a separate logo, except as noted below, or write the
product or service name in a stylized font or with distinct graphics – in
effect, creating a new logo. Only approved product logo treatments should
be used and then only for product-specific uses, e.g., interfaces, splash
screens and packaging.
Sub-brands are separate from product brands and are for offerings that are
different from the master brand; they are created to highlight different
features, to appeal to different segments or target different markets, e.g.,
Go ID, eFraudNetwork.
The schematic on the next page shows our current brand architecture.
Exceptions to the recommended application of the Master Brand strategy
must be reviewed and approved by Division Marketing.

RSA Brand
1.2
Division Brand
Master Brand Master Brand

RSA® Conference RSA® Laboratories
Master Brand
RSA, The Security Division of EMC
Product
Data Solutions Access Solutions Security Management Solutions
Categories
RSA BSAFE® RSA® Access Manager RSA SecurID® RSA enVision™ Platform
RSA® Data Security Manager Smart Rules® RSA® Authentication Manager RSA enVision LogSmart™
® ® ®
RSA Database Security Manager Virtual Business Unit RSA Authentication Agent RSA enVision Event Explorer™
® ® ®
RSA File Security Manager RSA Advanced User Manager RSA Authentication Client RSA enVision™ NAS3500
RSA® Risk Engine RSA® Reporting and Compliance Manager RSA® Authentication Deployment Mgr. RSA enVision™ DAS2000
RSA® Key Management Server RSA® Card Manager RSA SecurID® Authentication Engine
RSA® Key Manager RSA® Consumer Solutions RSA SecurID® Key Generation Toolkit
RSA® Digital Certificate Solution RSA® Adaptive Authentication for Web RSA SecurID® for Microsoft® Windows®
RSA® Certificate Manager RSA® Adaptive Authentication for RSA SecurID® Token for J2ME
RSA® Credential Manager Phone RSA SecurID® Toolbar Token
Product RSA® Anti-Fraud Command Center
Brands RSA® Key Recovery Manager RSA SecurID® Appliance
RSA® Registration Manager RSA® eCommerce Authentication RSA SecurID® Authenticator SID800
®
RSA Secure VPN Solution RSA SecureSuite® RSA SecurID® SID900 Transaction Signing
®
RSA Validation Solution RSA® Transaction Monitoring Authenticator
RSA® Validation Manager RSA® Transaction Monitoring RSA® Smart Card

for eCommerce RSA® Smart Key 6200
®
RSA Validation Client
RSA® Federated Identity Manager
RSA® Identity Verification
Sub-Brands RSA® eFraudNetwork RSA® eFraudNetwork Forum
Co-Brands RSA® Certified Security Professional RSA SecurID® Select RSA Secured® Secured by RSA®
Services RSA® Customer Support RSA SecurCare® RSA® Professional Services RSA® Premium Services RSA® Authentication Service RSA FraudActionSM (4 services)
Channel
RSA SecurWorld™
Program
This table represents brands developed for marketing purposes and is not inclusive of all trademarks. For a complete list of trademarks please go to:
RSA Brand Standards
RSA Brand
1.2
Brand Migration Acquisition Philosophy
In recent years, RSA has made numerous strategic acquisitions that enhance When RSA acquires a company, business unit, brand, product line,
our portfolio of products, technologies and solutions. RSA intends to technology or other entity, it is important that a transition strategy be
incorporate acquired brands into the RSA Master Brand architecture at the developed as an integral part of the acquisition and integration plan.
appropriate time in the acquisition transition plan, and to avoid creating new
brands outside the architecture, unless there are compelling business Under the RSA Master Brand strategy acquired brands will be integrated at
reasons to do so. This is a strategic policy intended to capitalize on the some point into the RSA Master Brand architecture to capitalize on the
considerable RSA brand equity and build the power of the master brand. name recognition and reputation inherent in the RSA brand. If there is a
clear business case supported by valid market data, the decision may be
For companies and brands acquired in the future, it is important to develop made at the executive level in conjunction with the business group leader
and implement a transition strategy based on the corporate migration to maintain and support an acquired company or brand as a Standalone
philosophy. The brand migration plan should be developed as part of the Brand or Endorsed Brand. An Endorsed Brand status is often a step in the
due diligence and acquisition integration processes. Specific brand planned migration to the RSA Master Brand. Over a period of time (12-24
migration strategies will be developed in consultation with the business months), the Endorsed brand will evolve into a product or service brand
group leader. Division Marketing can provide information and tools to guide under the RSA Master Brand architecture. Standalone brands most likely
the process of migrating acquired brands to the RSA Master Brand. The will retain their current status, but will be evaluated periodically for
following Acquisition & Transition standards provide general guidance. opportunities for closer alignment with the RSA Master Brand.
However, in all cases, applications for a new RSA Standalone Brand or

Endorsed Brand must be reviewed and approved by Division Marketing to
ensure the treatment, nomenclature and visual identity guidelines are
properly applied.

RSA Brand
1.2
The chart on the following page provides general guidelines for

Transition Guidelines transitioning acquired companies, brands, product lines or other entities to
the RSA Master Brand architecture. A specific plan and timeline based on
Our overarching brand migration strategy is designed to transfer the these guidelines should be developed by Division Marketing, the involved
acquired equities and good will to the RSA Master Brand when it is most RSA business unit and the acquired company's communications staff.
practical and makes the most business sense. If a decision is made to
retain an acquired brand name as a product or service brand for an
extended period of time, the RSA goal is to capitalize on the existing equity
inherent in that brand as an Endorsed or Standalone Brand.
The development of a brand migration path should be completed by

business units involved in merger and acquisition activities, as part of the
due diligence and acquisition integration process. A strategic brand
migration plan would:
– Review such factors as customer relationships, distribution channels,

sales channels/conflicts, and overall transition cost;
– Include an outline of the interim steps required—if any—to transition the

brand identity from an Endorsed or Standalone state to a branded
product or service under the RSA Master Brand architecture;
alternatively, a business case should be prepared with rationale for
retaining its current Standalone or Endorsed state;
– Define the least number of steps required to make the transition while
minimizing costs and ensuring clarity among customers, channel
partners and employees; and
– Define an internal and external communications plan to support the

migration path.
Each brand-migration plan is unique and will include specific interim steps
and time lines.

RSA Brand
Division Identity
Master Brand Structure Brand Acquisition Transition
1.2
Recommended Transition Timeline

Immediately upon completion of an acquisition
– All employee communications materials should adhere to the RSA guidelines;

– All PowerPoint® presentations should be developed using the approved RSA template;
– News releases should be on approved RSA letterhead;
– All external websites should post a temporary notification to advise the public of the transition;
– Telephone answering and voice mail guidelines should be distributed;
– RSA stickers may be applied to existing materials (e.g., brochures, direct mail, etc.) to make use of existing stocks.
Within 60 days of the completion of an acquisition
– All executives and front line customer-contact employees should have RSA business cards;
– Temporary RSA signage should be in place at primary site identification points;
– Primary marketing materials (e.g., major brochures, trade show displays, etc.) should adhere to RSA guidelines;
– Primary external-facing materials should be produced in approved RSA formats;
– All former company materials should be removed from public places (e.g., lobbies, bulletin boards, etc.).
Within 90 days of the completion of an acquisition
– All employees needing business cards should have RSA business cards;
– Permanent facility signage should be installed; all company vehicles should adhere to RSA standards;
– All external-facing materials should be replaced with materials produced to RSA standards;
– All stationery items (letterhead, forms, etc.) should be replaced with materials produced to RSA standards;
– All communications materials should be replaced with materials produced to RSA standards;
– All external and internal websites should be formatted to RSA standards;
– All trade show exhibits should be designed to RSA standards.
Within 6-12 months of the completion of an acquisition
– Transition to the RSA Division and Brand Visual Identity System should be completed.
RSA Brand
Division Identity
Company Name Business Groups Product & Exceptions
Brand identity Service Names
1.3
The new brand name of the Company is RSA, The Security Division of EMC.
Company Name When referring to the Company in collateral, advertising and other places
where there are no legal requirements, use the brand name RSA, The
The RSA name is known and respected throughout the world, thanks to a Security Division of EMC. Typically, the first time that you reference the
record of achievement that spans decades, and to the company's company in the document, you should reference “RSA, The Security Division
consistent investment in promoting and communicating the RSA brand. of EMC” and then subsequent references should be to just “RSA” (no
Security). The “Security” part of the division brand is being down-played so
To take full advantage of that investment and to continue to build the value there will no longer be a requirement to use “Security” in conjunction with
of the RSA brand, the company has adopted a Master Brand Strategy, RSA when referring to the Company for brand purposes only.
which includes creating consistency in the way the company names its
products, technologies and services, also know as its nomenclature. This If you have any questions concerning the RSA standards or applications,
section details our naming strategy & conventions. See the following contact: Bill Grainge at bgrainge@RSA.com or 781 515 6207.
section 1.5 Trademarks for specific legal requirements and usage
instructions. EMC Corporation maintains separate brand standards, trademarks, and
collateral. If you have questions regarding EMC standards contact Peter
Naming Conventions Popieniuck at Popieniuck_Peter@EMC.com.
The legal name of the Company remains RSA Security Inc. (no comma).
In legal agreements, copyright notices for written documents, notices
referring to the Company as the owner of trademarks, or any other place
where there is a legally required reference to the division entity, the name
to use is RSA Security Inc. Until further notice, the Company’s trademarks
are all to be registered under RSA Security Inc. and RSA Security Inc.
should be listed as the owner in the trademark legend. The Company’s
trademarks will eventually be assigned to EMC. A notice will be provided at
that time. There is no requirement to mention the EMC relationship in
contracts, i.e., RSA Security Inc. can stand alone as the contract guarantor.

RSA Brand
Division Identity Company Name Business Groups Product & Exceptions
1.3
In all cases, the name of a business group must be secondary to the RSA
Business Group Names name. For example, in a brochure, press release or other external
communications, the preferred designation is, “RSA plans to open a new
RSA is the security division of EMC and, therefore, it does not use the term office. The office will house the company’s Data Security operations.” Or,
“division” to officially describe its own operations. RSA operations today “RSA had introduced a new suite of security solutions for small to mid-
are comprised of four strategic business groups. In casual use, any of sized businesses (SMB)” and later in the communications, “The new SMB
these entities may be referred to as a “business group,” “business” or solutions will be added to RSA’s comprehensive portfolio of products and
“operation.” services offered through the Enterprise Solutions business group.”
In most cases, use the name “RSA” alone to identify to external audiences The first reference to the company in external materials should always be
the company and its employees, facilities, products, services and other the word “RSA” alone, or “RSA, The Security Division of EMC”; when
assets. Business group names are an organizational construct and have necessary and desired, a subsequent reference may include the name of
little meaning to people outside the company, are subject to change, and specific business group(s).
can cause confusion among the company’s most important external
audiences. When using the names of RSA business groups in internal or external
communications materials, it’s important that the correct business group
For example, in written text for a brochure, press release or other standard name be used. Because these names are subject to change, there is no
external communications, the preferred designation is, “RSA plans to open “official” list. It is to be expected that the business group leaders will keep
a new office,” “Jane Doe works for RSA,” or “RSA is a leading producer of employees posted on current nomenclature for their groups.
security technologies for developers,” without reference to a specific
business group name. As a signature, “RSA, The Security Division of EMC”
should be also included.
Business group names may be used under the following circumstances:
– In internal communications, when it’s important to distinguish one

business group from another;
– In external communications, when more than one business group is

being discussed and it’s important to avoid confusion or make a
distinction; and
– In external communications when using a business group name would

help audiences understand the company, its scope and its capabilities.

RSA Brand
Division Identity Company Name Business Groups Product & Exceptions
1.3
When it is necessary to distinguish a new version, upgrade or addition to

Product and Service Names an existing product line or family, efforts should be made to retain the
integrity of the naming convention. This can potentially be accomplished
“RSA” is the primary designation for products and services marketed under by incorporating a version/model number or similar designation in the
the RSA Master Brand. In most cases, product and service names should product name, rather than creating a unique product or service name.
include the word “RSA,” followed by a simple and accurate word or phrase
that describes the type of offering. Every effort should be made to keep If compelling market requirements or competitive reasons exist for
product and service names short and descriptive. establishing names not in line with this guidance, requests for approval
must be coordinated through the appropriate strategic business group,
The preferred naming convention is: Legal and Division Marketing, and receive executive level endorsement.
RSA + Descriptive Product Name Working Names

For example: Developmental working names should never bear a solo branded or
RSA Digital Certificate Solution fanciful name. All projects-in-development should be clearly designated as
RSA Adaptive Authentication such with the word “Project” preceding the code name, e.g., Project
Nightingale, not Nightingale or RSA Nightingale. Branded names need be
It’s often necessary to specify a product or service brand, family or model finalized only when management has decided to proceed with marketing
in addition to the descriptive product name. In these cases, the preferred the project as a product or other offering to the public.
naming convention is:
Naming Exceptions: Acquired Brands and Endorsed Branded Programs
RSA + Brand/Family/Model + Descriptive Product Name
There may be an exception wherein RSA has approved a Standalone Brand
For example: as either an interim strategy or a permanent strategy because the acquired
RSA SecurID Authentication Engine entity has significant equity in its established brand name. At the onset of
RSA BSAFE Key Manager the acquisition, these offerings generally do not use the RSA name in their
product names; instead RSA is associated with the acquired entity as an
For in-depth guidelines on correct usage see the next section, Trademarks.
endorser.
Naming a New Product or Service
In brochures, news releases and other written communications, brand
The RSA Master Brand strategy discourages the development of unique names should be effectively linked to the RSA name. For example, a press
brand names, trademarks and service marks for new product and service release may say, “Brand Name X technology has been licensed by a
offerings. The name “RSA” is widely recognized and respected in all our consortium of consumer credit unions,” and later in the release, “Brand
current markets of interest. Creating multiple new names can, over time, Name X is owned by RSA, The Security Division of EMC”.
confuse customers and seriously erode the value of the RSA Master Brand.
In addition, it is expensive to research, introduce, establish and provide In addition, RSA maintains and supports a group of RSA Endorsed Branded
ongoing support to build and protect a new brand. Programs. These are RSA alliance and technology partner programs that are
co-branded with the RSA name, such as “RSA Secured” and “Secured by
Lines of business that are introducing new products and services should RSA” designations. They have their own logos and specific identity
develop names that include the word “RSA” and a product descriptor standards.
whenever possible.
RSA Brand
Division Identity Governance Name Treatment Primary Other Third-party Trademark
Brand identity Usage Rules Companies Usage List
1.4
RSA products and programs are part of a Master Brand system by which
Governance & Name Treatment each name begins with the word “RSA.” Therefore, the full and proper
trademarks of the products are “RSA SecurID” and “RSA BSAFE”—not
Why Protect Trademarks? “SecurID” and “BSAFE.” This also applies to our other master brands of
“RSA Conference” and “RSA Laboratories”.
The RSA brand is a valuable asset. RSA trademarks are worth millions of
dollars as they are representative of the RSA standard of excellence.
The Master Brand system also applies to key endorsed programs, such
as “RSA SecurWorld” and “RSA Secured”. Usage of abbreviated product
A trademark becomes worthless when it becomes a generic term that
names, without the word “RSA”, dilutes both the trademark protection
identifies a type of product instead of a brand of product. This happens
and the benefits of the Master Brand system.
when the public treats a trademark as the name of a product, instead of a
name of a particular brand of product, e.g., “aspirin”. All trademarks,
The following usage applications are the only exceptions:
including registered trademarks, could become generic terms if used
improperly. Once lost, the trademark cannot be recovered. Exception 1: In references to the RSA branded product or program on the
same page, and where the reference is clear, the “RSA” may be dropped if
RSA is solely responsible for keeping its trademarks from becoming
it is necessary to eliminate redundancy or wordiness. Contact Division
generic terms. This Guide is provided to define the basic rules of using
Marketing with any questions.
RSA trademarks. Please reference this section when preparing any written
materials which include any RSA trademarks. It is important that you Exception 2: The use of more than one RSA BSAFE or RSA SecurID products
protect RSA trademarks by properly using them in all written materials in a sentence or list, for example:
which are distributed to the public. If you have any questions on trademark
usage, please e-mail LegalRequests@rsa.com. A complete list of RSA brand Both Acceptable:
names, including trademarks, may be found at Trademark List.
“The customer purchased the RSA BSAFE® Crypto-C, Cert-C and Cert-J
Protecting the Company and Product Trademarks software products.”
RSA is a wholly owned division of EMC Corporation. This is reflected in the “The customer purchased the RSA BSAFE® Crypto-C, RSA BSAFE Cert-C and
new division logo. When preparing RSA marketing materials, including RSA BSAFE Cert-J software products.”
collateral, sales tools and press materials, you must include trademark
information for the company, products and services. Two types of marks are
used: registered trademarks (®), and trademarks pending registration (™).
There are very specific usage rules regarding official trademark
designations. They should not be applied to product or service names
without Legal approval. See full details in the Trademark section.

RSA Brand
1.4
Never use a trademark as a verb.

Primary Usage Rules Improper use:
RSA SecurID® your business!
Always use trademarks as adjectives followed by appropriate nouns.
If not used in this way, you risk making a trademark “generic.” A classic Proper use:
example of incorrect use which led to a trademark being unprotectable is Use RSA SecurID® authentication to help secure your business!
“aspirin.” Another familiar example is using the term Xerox as a verb,
“Please xerox this letter.” This has put Xerox at risk of becoming
Never include a trademarked term in a hyphenated phrase.
unprotectable as a trademark.
Improper use:
Improper use of RSA marks may cause the mark to be deemed Secure your e-business with RSA SecurID® authentication–confidently.
“descriptive” and therefore not protectable. For example:
Proper Use:
Improper usage: RSA BSAFE® Crypto-C is a world leading cryptography Confidently secure your e-business with RSA SecurID® authentication.
component.
Proper usage: RSA BSAFE® Crypto-C software is a world leading Capitalize trademarks as they appear on the Trademark List.
cryptography component.
Be especially aware of unusual capitalization, as in the following
® examples: RSA BSAFE® RSA SecurID®
In the above example of proper usage, RSA BSAFE Crypto-C includes a
noun, “software”. Other proper usage examples are:
RSA SecurID “authentication”, “product” or “solution.” Do not abbreviate a trademarked term unless the abbreviation is also a
trademarked term. For example:
RSA BSAFE “encryption”, “software” or “product.”
Improper use:
In summary, a described word (a noun) must follow any trademark that Authentication Manager is a trusted name in e-security.
does not end in a common word or phrase, but is unique to RSA. The
descriptive product names end in un-trademarked nouns, e.g., RSA® Proper use:
Authentication Manager. Therefore, these names do not require an RSA® Authentication Manager is a trusted name in e-security.
additional noun because the described noun has become part of the name.
(Authentication Manager is the noun described by the trademark RSA.)
Note: The RSA division name is an exception to this rule and can be used
as a proper noun when referring to the company in text (e.g., RSA is a
leader in the field of cryptography).

RSA Brand
1.4
Third Party Trademarks

Other Companies & Third Party Usage You must designate the trademarks of third party companies with a
superscript dagger (†) at their first occurrence in the document and add a
Always Use the Proper Format for the Company Name.
footnote on that page or the page where the trademark attribution appears,
The official name of the company is RSA, The Security Division of EMC. You with the following attribution:
may refer to the company in this form or simply as RSA.
“Third-party products and brand names may be trademarks or registered
trademarks of their respective owners.”
Use of Another Company’s Product Name in Combination with “RSA”:
Never combine the RSA company name or product names with other The Use of “RSA®” by Third Parties
company names or their products. For example, with the MultiPrime name,
you cannot say RSA MultiPrime. However, you may say, “RSA BSAFE® RSA owns the trademark “RSA®” for use in connection with its software
products incorporate MultiPrime technology” or “RSA and MultiPrime…” products, services and data security conference. However, the term “RSA”
Also, in the case of MultiPrime, the following legend must be included in may be used by third parties to describe the encryption algorithm invented
any promotional literature, presentations, etc., when making reference to by Professors Rivest, Shamir and Adelman. A third party may claim that
the MultiPrime technology, which RSA has licensed from Compaq Computer their product incorporates the RSA® algorithm, but cannot imply RSA is the
Corporation: source of their product.
Improper use: This software is powered by RSA® —or— This software

“This product includes patented MultiPrime™ technology licensed from
includes RSA® functionality.
Compaq Computer Corporation. U.S. Patent 5,848,159; other patents, for-
eign and domestic, pending.” Proper use: This software incorporates the RSA® algorithm.
Careful Use of the Term “partner”
Some organizations have very strict internal guidelines regarding use of

the term “partner” to describe the relationship between their organization
and another company. Several companies that RSA has relationships with
prohibit use of the term “partner”. Please be sure to check with the RSA
relationship manager (sales, partner marketing, channel marketing, etc.) to
be sure that no such restriction exists before using the term “partner” to
describe RSA’s relationship with an outside organization.

RSA Brand
1.4
Registration Symbol
Trademark List The letter R within a circle–®–is a symbol signifying federal trademark
registration. The federal registration symbol is used once a submitted mark
Registered Trademarks (®) (a trademark or service mark) is actually registered with the U.S. Patent
For a complete list of current trademarks, see the RSA Trademark List. For and Trademark Office. Even though an application for registration may be
questions regarding collateral being developed for a specific country and pending, a registration symbol may not be used before a mark has actually
not for general use, please contact LegalRequests@rsa.com for a list of become registered. The registration symbol is typically superscripted to the
registered marks in other countries. An attribution notice should be added right of the last letter of the mark.
at the end of the document where a registered trademark is used, e.g,
Trademark (™) and Service Mark (SM) Symbols
SecurID is a registered trademark of RSA Security Inc. Note that only the
trademarked name is referenced, e.g., SecurID and not RSA SecurID. Trademark and Service Mark symbols usually indicate that a party claims
rights to a mark. These symbols are often used by a party before a federal
Trademarks Pending Registration (™) registration is issued. There are no federal regulations governing the use of
Marks that are in the process of being registered should carry the these symbols or designations, however, their use may be governed by
trademark designation (™) in the following format: Transaction Authority™ local, state or foreign laws. The TM or SM symbol is typically superscripted
The following Attribution Notice needs to be added at the end of the to the right of the last letter of the mark. These marks are commonly
document where a trademarked products is referenced: Transaction referred to as common law trademarks.
Authority is a trademark of RSA, The Security Division of EMC
Attribution Notice
Trademark Glossary Is a notice that identifies the registered owner of a mark. It is typically
found at the bottom of the page on which a mark is used.
Trademark
A trademark includes any word, name, symbol, device or any such Common Law Trademarks
combination used, or intended to be used, in commerce to identify
Refers to a non-federally registered mark commonly identified by a TM or
and distinguish the goods of one manufacturer or seller from goods
SM symbol.
manufactured or sold by others and to indicate the source of the goods.
In short, a trademark is a brand name. Mark Use in Commerce
Use of a mark in commerce including use in presentations, print materials,
Service Mark
books, marketing materials, advertisements, external Web sites, etc.
A service mark is any word, name, symbol, device, or any such combination
used, or intended to be used, in commerce to identify and distinguish the
services of one provider from services provided by others, and to indicate
the source of the services.

Logotype Typography Stationery
RSA Brand
Division Identity Division Logo Product Brand Logos Sub-brand logo Partner Logos
Brand Identity
2.1 Basics Spacing & Size Address Signature Color Specifications
Proportions
Division Logo The proportions of the notched red rectangle that carries the letters RSA
(called the “brick”) are 2:1. The width of the brick is equal to twice its
These identity standards have been developed to explain the components
height.
of the RSA division identity and provide guidelines to those responsible for
implementation. The proportions of the RSA logo grid are 2:1, meaning that the width of
the brick is twice its height. For the purposes of the grid, the basic unit of
The items available to reproduce the RSA identity elements include digital
measurement is 1, where 1 equals the width of the brick, and 0.5 equals
files containing the RSA division logo and key product logos: RSA SecurID®,
its height. All margins and columns are multiples of these values. For
RSA BSAFE®, RSA SecurWorld™ and RSA Secured® partner brands. These
example, on letterheads the margins are equal to 1 unit, while on business
brands, plus executive and product photography files, can be located on
cards they are equal to 0.5 units. (The difference is due to the relative sizes
the division web site at: RSA Brand Standards.
of the applications.) When placed on the page with division information
(as in stationery) the depth of the brick is always equal to the depth of
Requirements
three lines of text. The fourth line of text, if there is one, always sits on the
The RSA division logo is the primary visual identifier of our brand and same baseline as that of the words “The Security Division of EMC”.
should accompany all division and product communications. Our logo is
like a personal sign-off. Never recreate, alter or distort the logo in any way.
The words “The Security Division of EMC” are an integral part of the logo
and should not be altered or moved from the correct position shown. The
registration mark is also part of the logo and should not be removed. 1.0
.5 .125 .1875
.25
.5
.125
.125
.125
baseline
RSA Brand
Brand Identity
Clear Space
25 mm
Clear space is the area surrounding the logo and should be kept visually
clean. To ensure legibility, the logo should always have a minimal amount
of clear space as demonstrated here. This area around the logo should be Appropriate for print use
free of text, graphics and borders, except in those cases where the logo is
overprinted on an image.
Size
The division logo is used in two sizes for print purposes. These
measurements refer to the brick and not to the width of the identifying text 20 mm
below it: 20 mm and 25 mm in width; for online use the recommended size
of the brick is 75 pixels in width. Because the power of the brand is Appropriate for print use
enhanced by uniform usage, avoid modifying the RSA logo with custom
treatments such as additional lines, graphics, clip art or special effects
such as halos or drop shadows.
Division Address Signature 75 pixels
The division signature consists of the logo in 15mm width with both Ireland
and U.S. legal names and urls only. This information provides legal Recommended size for online use
protections. If other contact information is needed, please place it below
the division signature or in another area and do not alter the relationship
between the logo and the address information.
Signature elements are

15 mm 7.5mm 7pt Frutiger normal
baseline
Division address signature: standard layout and alignment.

RSA Brand
Brand Identity
Color Specifications
Color plays an important role in communicating our brand, and the color red Correct and Incorrect Color and Black & White Application
has always been associated with RSA. It is a potent aspect of the RSA brand
personality and within the industry RSA is known to “own” the color red.
Correct Usage Incorrect Usage
The official colors of the RSA logo and product logo identities are red The letters “RSA” should not appear as
(Pantone 485 Coated) and black (Pantone Black Coated). The color chart Preferred for color applications black on a red brick
indicates the colors by their Pantone Matching System (PMS) number, along
with a corresponding formula for four-color process printing (CMYK), and a
formula for electronic reproduction(RGB). The Security Division of EMC The Security Division of EMC
PMS 485 coated (C) Preferred for black & white The brick should always appear
applications as a solid color, not outlined
Pantone Black coated The Security Division of EMC
The Security Division of EMC The Security Division of EMC

Web-safe &
RSA Color Pantone CMYK RGB Hex Values
R255 G0 B0
485C C0 M100 Y100 K0 R255 G0 B0 Preferred for applications on black The logo should never appear within
FE000C
or dark-colored backgrounds a tightly bounding box
R0 B0 B0
BlackC K100 R0 G0 B0
000000
R255 G255 B255
White R255 G255 B255
FFFFFF
The Security Division of EMC The Security Division of EMC
Acceptable for applications on black or

dark-colored backgrounds, but not pre-
ferred usage because “reversing out” the
logo in this way distorts the perceived
The Security Division of EMC size relationships between the logo ele-
In lieu of the color listed on this page, you may use the PANTONE® colors cited, the standards for which
can be found in the current edition of the PANTONE formula guide. The color shown on this page and ments. Try to use one of the preferred
throughout this guide have not been evaluated by Pantone, Inc. for accuracy and may not match the PAN- uses whenever possible.
TONE Color Standards. Consult current PANTONE Publications for accurate color.
PANTONE® is the property of Pantone, Inc.
RSA Brand
Brand Identity
2.1 Basics Color Specifications
Improper usage: cryptography sets a high standard.

Product Brand Logos
Proper usage: RSA BSAFE® cryptography sets a high standard.
Basics
A table of RSA branded product names may be found on page 7 of this
An RSA product name must always be visually linked with the RSA brick. document
Note that the words “The Security Division of EMC” are never used in Product Logo Treatments
product logos. The product logos did not change as a result of the
The product name is rendered in Frutiger Bold 65 and arranged on one or
acquisition by EMC. However, the full division logo should appear at least
two lines, depending on the length of the name (see examples). The
once, on either the front or back cover of product-branded materials.
descriptive product logo treatments are used only in the product interfaces
All new product names must be approved by Division Marketing in or on the product packaging and are not to be used in presentations,
conjunction with the legal department, product management and executive collateral, advertising or in any other place where the division logo is more
management. appropriate or already in place. For this reason, these logos are not posted.
In these uses, the descriptive name should be rendered in type only with a
Important Notes registered trademark(®) after RSA. If you have a need for one of these
treatments, please contact Division Marketing. The descriptive names are
The SecurID and BSAFE product names are registered trademarks in their
not trademarked; only RSA is a trademark in the case of these names.
own right; therefore, in their logo treatments the registration mark is found
after the product name. The registration mark is part of the logo and
should not be removed. For descriptive product names, the name in itself
Treatment 1: Registered product name logos
is not a registered mark—therefore the registration mark is attached to the
RSA brick because of its registered status.
When writing about or making product presentations, in text, the

registered product names should always be used as descriptors for the
RSA SecurID product brand RSA SecurID product brand with
type of product, e.g., RSA SecurID® authentication, RSA BSAFE® encryption, sub naming component.
and never as nouns. Following this usage protocol protects the brands from
losing their trademark status; for more on trademarks, see section 1.4.
Descriptive names in text do not have the descriptor requirement and may Treatment 2: Not registered “descriptive” product name logos
be used as nouns.
Additionally, product and other RSA logo graphics should not be used as
part of a sentence structure. RSA division and product logos are intended
to be discrete graphic element which identify the company or product
consistently, not as substitutes for text names in sentences.
RSA Brand
Brand Identity
2.1 RSA SecurWorld RSA Secured RSA SecurID Ready RSA FraudAction Secured by RSA
Partner Logos
RSA SecurWorld™ logo
The RSA SecurWorld™ program logo follows the same guidelines as the
trademarked product brands.
– The mark must always be visually linked with the RSA brick and may not
be separated from it.
– SecurWorld is always rendered in Frutiger Bold 65, at the same cap

height as the letters “RSA” contained within the brick.
– The product name sits on the same baseline as the letters RSA, and is
the same distance from the outside edge of the brick as the letter “A” is
from the inside edge.
– For color standards see section 2.1.
High and low resolution downloadable files of the RSA SecurWorld logo and
the RSA SecurWorld partner level logos may be found at
RSA Brand Standards
The official colors of the RSA SecurWorld logo are red (Pantone 485 Coated)
and black (Pantone Black Coated). The color chart indicates the colors by
Web-safe &
their Pantone Matching System (PMS) number, along with a corresponding RSA Color Pantone CMYK RGB Hex Values
formula for four-color process printing (CMYK) and a formula for electronic R255 G0 B0
485C C0 M100 Y100 K0 R255 G0 B0
reproduction (RGB). FE000C
R0 B0 B0
Always refer to the program as the RSA SecurWorld™ program (see section 1 BlackC K100 R0 G0 B0
000000
on nomenclature). Also note the legal restrictions on the use of the word R255 G255 B255
partner (see section 3b). The SecurWorld mark is a trademark of RSA FFFFFF
Security Inc. For permission to use the RSA SecurWorld logo or the RSA
SecurWorld level logos please e-mail your request to securworld@rsa.com.
Please indicate in your mail how you want to use the logo. Your local RSA can be found in the current edition of the PANTONE formula guide. The color shown on this page and
SecurWorld representative should also review your proposed use in its throughout this guide have not been evaluated by Pantone, Inc. for accuracy and may not match the
PANTONE Color Standards. Consult current PANTONE publications for accurate color.
initial design stages. PANTONE is the property of Pantone, Inc.
RSA Brand
Brand Identity
Correct and Incorrect Color and Black & White Application RSA SecurWorld™ partner level logos
The SecurWorld™ partner level name is always rendered in italic Frutiger

Bold 65. It is positioned left justified with “SecurWorld”.
In text, when referring to the program level, never use just “SecurWorld
The letters “RSA” should not Access Partner.” Always refer to the level as RSA SecurWorld™ Access
Preferred for color applications appear as black on a red brick Partner or RSA SecurWorld™ Solutions Partner.
The guidelines for correct and incorrect usage of the RSA SecurWorld
partner level logos are the same as for the RSA SecurWorld logo.
The brick should always appear
Preferred for black & white applications as a solid color, not outlined
RSA SecurWorld level logos with guides showing

correct type alignment and size relationships.
Preferred for applications on black The logo should never appear

or dark-colored backgrounds within a tightly bounding box.
Acceptable for applications on black or dark-

colored backgrounds, but not preferred usage
because “reversing out” the logo in this way
distorts the perceived size relationships
between the logo elements. Try to use one of
the preferred uses whenever possible.
RSA Brand
Brand Identity
Correct and Incorrect Color and Black & White Application
The RSA Secured® logo has been designed to accommodate usage under
many different conditions. The examples on the following page cover all
permissible formats. The logo should not be used in any way that is not Preferred for color applications The letters “RSA” should not
depicted. Should you have any questions, please visit Technology Partners. appear as black on a red brick
The official colors of the RSA Secured brand are red (Pantone 485 Coated &
Uncoated) and black (Pantone Black Coated). The color chart indicates the
colors by their Pantone Matching System (PMS) number, along with a
corresponding formula for four-color process printing (CMYK) and a formula
for electronic reproduction (RGB).
Preferred for black & white In black & white applications the
applications logo square must be outlined in
Web-safe & black. The elements may not “float”
RSA Color Pantone CMYK RGB Hex Values
R255 G0 B0
485C C0 M100 Y100 K0 R255 G0 B0
FE000C
R0 B0 B0
BlackC K100 R0 G0 B0
000000
R255 G255 B255
FFFFFF
Preferred for applications on black The logo should never appear

or dark-colored backgrounds within a tightly bounding box
Preferred for black & white “Reversing out” is not acceptable for
applications on black backgrounds applications on black backgrounds
can be found in the current edition of the PANTONE formula guide. The color shown on this page and
throughout this guide have not been evaluated by Pantone, Inc. for accuracy and may not match the
PANTONE Color Standards. Consult current PANTONE publications for accurate color.
PANTONE is the property of Pantone, Inc.
RSA Brand
Brand Identity
RSA Secured® Strategic Partner program logo RSA Secured logo standards
The RSA Secured® logo was created for use by RSA Secured Use the RSA Secured logo without any modifications: use it at the original
Partners–product vendors who license RSA BSAFE® technology, or whose proportions, and without altering its color, brightness or contrast.
hardware or software products are certified and compatible with other RSA
products. The minimum logo size is 20mm in width. Because the power of the brand
is enhanced by uniform usage, avoid modifying the RSA Secured logo with
For vendors whose products are certified by RSA to be interoperable with custom treatments such as additional lines, graphics, clip art or special
RSA SecurID® products, all packaging and promotional materials for these effects such as halos or drop shadows. Other guidelines:
products may include the RSA Secured logo in conjunction with the term
“RSA SecurID Ready” in textual descriptions. – The logo should not be “embossed” into a photographic background.
– Do not join with or make it look like part of another logo.

For vendors who have incorporated RSA BSAFE technologies, usage of the
RSA Secured logo is a requirement of the licensing agreement. The RSA – It may be used alongside other similar “third party” logos, but size and
Secured logo and descriptor “Includes RSA BSAFE cryptographic or security spacing should be treated in such a way as to maximize the impact of
protocol software from RSA” should also appear on web sites, as well as each mark as a separate, individual brand.
on all packaging and promotional materials for products that include RSA
BSAFE technology. The RSA Secured logo should also appear on start-up For further clarification, or for guidance on best usage in a particular
screens of software products. Vendors also have the option to use the RSA situation, send an e-mail to partner-info@rsa.com.
Secured logo in conjunction with the term “RSA BSAFE enabled” in a
In text, when referring to the program, never use just “Secured.” Always
textual description.
refer to the program as the RSA Secured partner program (see section 1).
The RSA Secured logo may not be used by any company simply to claim a
RSA Secured (not Secured alone) is a registered trademark of RSA Security Inc.
corporate affiliation with RSA. Likewise, the RSA Secured logo is not
Also note the legal restrictions on the use of the word partner (section 3b).
intended for use by resellers to promote their status as members of the
RSA SecurWorld™ program. Resellers may, however, use the RSA Secured
logo in their promotional materials for specific products which meet the
qualifications for usage noted in the paragraph above.
RSA Brand
Brand Identity
RSA SecurID Ready logo For logo files, contact the RSA Secured partnership group at RSA division
headquarters.
The RSA Secured for Authenticators Program is a technology partners
program. The RSA SecurID Ready logo represents that the partner offers
The logo is to be seen only as a third-party mark that indicates the security
a certified product that can function as an RSA SecurID authentication
features or status of the customer’s web site or product. Therefore the
device. Partners entitled to use this logo have passed RSA Secured
following restrictions apply to use:
certification specifically for this purpose. The logo is to be used only by
partners designated as RSA SecurID Ready partners. It is designed to be – The logo may not be enclosed by the customer’s logo or other art
displayed in splash screens, user interfaces and on the packaging of the work so as to appear to be part of the customer’s logo.
technology partner’s product.
– The logo may be placed adjacent to the customer’s logo or other artwork
The program designator “Ready” is rendered in Frutiger Bold 65, at 57% of as long as there is sufficient space between the two logos.
the product family brand “SecurID” name and is positioned with the cap
height of the sub name on the base line of the brick, left justified with the Sufficient space on a web page is defined as 20 pixels in any direction from
product name. The logo follows the same rules as the RSA product logos. the outer edges of the RSA SecurID Ready logo. Sufficient space in print is
(see section 2.1). It may not be altered from the correct form seen here. defined as .5 inches in any direction from the outer edges of the logo.
ABC ABC
Firewall
Firewall
One One
20 pixels
RSA Brand
Brand Identity
RSA SecurWorld RSA Secured RSA SecurID Ready RSA FraudAction Secured by RSA
2.1
RSA FraudAction logo Correct Usage

SM
The RSA FraudAction logo has been designed as an indicator that the 75 pixels
customer is receiving the RSA FraudAction anti-phishing services. It is

designed for web use only and is not intended to be a substitute for the
corporate logo or for use in locations other than the web pages of
companies who have procured the RSA FraudAction anti-phishing service.
Nor is the RSA FraudActionSM mark to be used as a substitute for the
corporate logo in places where the RSA corporate logo is appropriate. This
Incorrect Usage
logo is not posted. Logo files may be obtained by contacting the RSA
Consumer Solutions group at RSA corporate headquarters. The logo
consists of the RSA brick and the service mark FraudAction. These two
components should not to be separated or changed; FraudAction should
always appear in the same proportions and relationship to the RSA
notched rectangle. FraudAction should always appear as
one word
On Customer websites, the logo is to be seen only as a third-party mark
that indicates that Customer subscribes to the RSA FraudAction services.
Therefore the following restrictions apply to use:
1. The logo may not be enclosed by the customer’s logo or other artwork so FraudAction should always appear in the
as to appear to be part of the customer’s logo. same proportions and relationship to
the RSA notched rectangle
2. The logo may be placed adjacent to the customers logo or other artwork
as long as there is sufficient empty (white) space between the two
logos. Sufficient space online is defined as 20 pixels in any direction
from the outer edges of the RSA FraudActionSM logo.
The Customer is hereby authorized to embed the following hyperlink within Correct Usage Incorrect Usage
the logo in order to redirect web traffic to the following webpage: Do not combine with another logo
http://www.rsa.com/node.aspx?id=3020 RSA reserves the right to change
the URL from time to time and/or, in its sole discretion, revoke the right of
the Customer to include a hyperlink to any RSA operated website.
20 pixels
RSA Brand
Brand Identity
Secured by RSA logo

The SECURED BY RSA logo is an indicator that the customer is using the
Do not combine with the division logo
RSA Adaptive Authentication solution.
SECURED BY
It is designed for web and print use. It is not intended to be a substitute for 56 pixels ®
the division logo or for use in locations other than the web pages or
promotional material of companies who have purchased RSA Adaptive
Authentication. Nor is the SECURED BY RSA mark to be used as a substitute
75 pixels
for the division logo in places where the RSA division logo is appropriate.
This logo is not posted. Logo files may be obtained by contacting the RSA Do not alter the layout
Consumer Solutions group at RSA division headquarters. SECURED BY

The SECURED BY RSA logo is to be used at the size indicated here. The logo
consists of the RSA brick and the words SECURED BY. These two
components should not to be separated or changed; SECURED BY should
always appear in the same proportions and relationship to the RSA notched Do not alter the proportions
rectangle.
SECURED BY
The words “The Security Division of EMC” are not part of the SECURED BY
RSA logo. The division logo, which includes the word “The Security Division
of EMC”, is a separate mark; the two logos may not be combined.
In customer applications, the Secured By RSA logo is to be seen only as a

third-party mark that indicates the security features of the customer’s web
site. Therefore the following restrictions apply to use:
– The logo may not be enclosed by the customer’s logo or other artwork so
as to appear to be part of the customer’s logo. Do not combine with another logo
– The logo may be placed adjacent to the customer’s logo or other artwork
as long as there is sufficient empty (white) space between the two logos. ABCInc.
ABC Inc.
Sufficient space online is defined as 20 pixels in any direction from the SECURED BY
outer edges of the SECURED BY RSA logo. Sufficient space in print is

defined as .5 inches in any direction from the outer edges of the logo. 20 pixels
SECURED BY
RSA Brand
Division Identity Division Identity Materials Fonts Word Usage
Brand Identity
2.2
Meta Normal Roman

Division Identity Materials ABCDEFGHIJKLMNOPQRSTUVWYZ
abcdefghijklmnopqrstuvwxyz1234567890
Fonts for Printing
When working with typefaces (fonts), legibility should guide decisions on

point size, column width, reversing type (on color fields or imagery) and Meta Medium Roman
overprinting. For division branded materials always use the designated RSA ABCDEFGHIJKLMNOPQRSTUVXYZ
division family Meta, which at RSA is used in Roman Bold, Roman Medium
and Roman Normal fonts. EMC has a corporate license for the entire Meta
family. The font may be obtained from Bill Grainge in Division Marketing.
Meta Bold Roman
Fonts for Online Use
In online applications such as Microsoft® Word, PowerPoint® and other

ABCDEFGHIJKLMNOPQRSTUVWXYZ
programs with restrictive font sets, use Arial. Arial comes pre-licensed on abcdefghijklmnopqrstvwxyz1234567890
Microsoft Windows operating systems. RSA Division Marketing provides a
PowerPoint template which should be used for all public presentations and
which may be downloaded from Branding/Graphics Library (rsanet users
Arial
only). ABCDEFGHIJKLMNOPQRSTUVWXYZ
Frutiger is the official font of the RSA identity. It is used in the formation of
the master brand identity, with the sole exception of the descriptive text
“The Security Division of EMC” which is set in Meta Medium Roman and is Frutiger 55 (normal)
meant to mirror the EMC tagline treatment. Frutiger 65 (bold) is used in all
of RSA’s product brand identities, the division address signature, service
logos and in product materials such as documentation. Frutiger 55 (normal)
abcdefghijklmnopqrstvwxyz1234567890
is used for secondary text on product materials and documentation. All
logo creation and documentation originates in Division Marketing so there
Frutiger 65 (bold)
is no need to obtain Frutiger fonts.
Word Usage abcdefghijklmnopqrstuwxyz1234567890
RSA has standardized terms specific to RSA products or exceptions to the
Merriam-Webster’s dictionary, which is the standard reference. If you have
a question on how to write a term, refer to this list first and the dictionary
second. A link to the most current word list may be found at:
Branding/Graphics Library (rsanet users only).

RSA Brand
Division Identity System Letterhead Envelope Business Cards
Brand Identity
2.3
Stationery System
The RSA Division stationery system in the U.S. consists of eight identity
pieces: 9x12 and 10x13 envelopes, #10 business envelope, A6 notecard,
U.S. standard business card, U.S. standard letterhead and second page,
and notecard. These pieces incorporate the division logo and other identity
information appropriate to the particular form. The font used for the
identity is Frutiger 65 (bold).
All these pieces may be ordered with individualized information (where

provided for) through the online orders system This is only available
through your admin.
Introduction Primary Elements Examples Resources
RSA Brand
Division Identity
Brand Identity
3.1
Great brands are not born–they are built…one step at a time, over many The other building blocks of our
years, by many people, and through many interactions. That is why creating new brand design include a strong
a consistent brand experience for our customers is critical for our success. use of our equity “red brick” in a
new, fresh manner to create focus Top Five Building
Customers first experience the RSA brand through our brand identity–the
for our key messages; an Blocks of the Brand
look and feel of our communications–which can influence how they
perceive our brand in the marketplace. Our brand communications are a
extended color palette that Identity
enhances the heritage of the RSA
critical factor in creating a consistent RSA experience. The elements of the
red; clean typography that 1. The RSA security
RSA brand design–such as look, feel, style and voice–bring the RSA brand
enhances readability; and division logo
personality to life. They help convey that we are passionate, authentic,
proprietary imagery through a
driven, dynamic and inventive. We are a leader. The manner in which we 2. Typography
unique photography style that
uniquely combine all the various design elements within our brand identity
visually tells a powerful story 3. The color palette
system are supportive of the powerful opportunities that the RSA brand
about our leading technologies
brings to every customer.
and the possibilities they enable. 4. Dual-pane photography
Many Customers. Many Messages. Many Solutions. One Focus. framework
Taken together, the new graphic
Our strengths, our strategies, our skills are perfectly aligned with the most elements help convey our unique 5. Translucent “brick”
critical need of a wide range of businesses and consumers across the message and confident outlook in
globe–to secure information and provide customers with confidence that a fresh, contemporary visual
their assets, brands and end-users are protected. No one is more uniquely language that supports the new
positioned than RSA to secure both the data and those who access it–and, RSA brand. The guidelines herein provide a framework for developing,
by doing so, help customers discover new business opportunities and designing and producing communications materials that will reflect our
open up new opportunities for innovation. desired image, while providing flexibility to respond to particular needs
and production criteria. Your support of these design standards ensure
The new look and feel of our communications–our brand identity–visually
that the RSA brand is communicated effectively.
supports our brand promise of ensuring that information is always an
asset. Our new brand identity design system utilizes a graphical device to
visually bring together the ideas of technology, security and business
enablement in a simple yet powerful manner. This approach has a high
level of flexibility and latitude for it can visually communicate an over-
arching idea about our company and the products and solutions we offer,
while focusing in on a wide range of situations, stories or customer needs
through the selected imagery.

RSA Brand
Division Identity Typography Color Palette Visual Format Photography Style
Brand Identity
3.2
Obtaining Fonts
Typography EMC has bought a corporate license to use the Meta family. Those fonts
may be obtained from Bill Grainge in Division Marketing. The online type
A core element of the RSA brand's visual personality is typography.
standard for RSA is Arial, which comes pre-licensed on Microsoft Windows®
Consistent use of typography makes all of our communications more
operating systems.
cohesive and effective.
Meta is the designated font for the RSA brand: it is modern, clean, and
differentiated from other security firms. It is also the designated font for
EMC, providing added synergies and corporate unity. The Meta fonts that
are used in RSA materials branding are the following:
Meta Normal Roman
Meta Medium Roman
ABCDEFGHIJKLMNOPQUSTUVWXYZ
Meta Bold Roman
abcdefghijklmnopqrstvwxyz1234567890
In applications such as Microsoft® Word, PowerPoint® and programs with
restrictive font sets, Arial is an acceptable alternative type. Let legibility be
your guide in terms of point size, column width, reversing type, or
overprinting on images, etc.

RSA Brand
Brand Identity
3.2
Secondary/Tertiary Color Palette

Color Palette We have developed a selection of secondary and tertiary colors to extend
our brand personality and allow some flexibility in brand communications
Color plays a critical role in communicating our brand. The color red and
where regional, cultural or other distinction is warranted.
the red “brick” have long been associated with RSA. In our industry we
own the color red and will continue to maximize the equity of this The secondary/tertiary color palette should be used to provide an accent,
association. It is strong, vibrant and flexible in terms of its application and add a highlight or to establish product and market distinction in RSA-
translucency. branded materials. Avoid using these colors as the dominant color field. In
most communications the red primary color should dominate. Use the color
Primary Color Palette
values indicated here and work with RSA-approved vendors to ensure
The primary colors for RSA are powerful and straightforward like our brand: consistency.
red, black and white. They represent the core of the brand using the very
minimum number of colors. Use color values given here and work with RSA- The color chart indicates the colors by their Pantone Matching System
approved vendors to ensure print consistency. (PMS) number, along with a corresponding formula for four-color process
printing (CMYK) and a formula for electronic reproduction (RGB). Screened
The color chart indicates the colors by their Pantone Matching System values of the colors are permitted and can expand the color range.
(PMS) number, along with a corresponding formula for four-color process
printing (CMYK) and a formula for electronic reproduction (RGB). Screened Secondary Color
Web-safe &
values of the colors are permitted and can expand the color range, with the RSA Color Pantone CMYK RGB Hex Values
exception of the red, which is never screened. 294C C100 M58 Y0 K21 R9 G53 B102
R0 G51 B102
18357A
Tertiary Colors
Web-safe &
RSA Color Pantone® CMYK RGB Hex Values R204 G204 B153
452C C24 M18 Y42 K0 R194 G189 B133
C2BD85
R255 G0 B0
485C C0 M100 Y100 K0 R255 G0 B0 R102 G153 B153
FE000C 5425C C30 M4 Y0 K31 R124 G150 B161
7B96A1
R0 B0 B0
BlackC K100 R0 G0 B0 R153 G204 B153
000000 5565C C30 M0 Y24 K26 R133 G167 B137
85A789
R255 G255 B255
White R255 G255 B255 R204 G204 B204
FFFFFF 428C C12 M6 Y5 K12 R195 G200 B200
C3C8C8
R153 G102 B51
4645C C0 M37 Y68 K28 R183 G116 B48
B87430
R153 G153 B102
5773C C9 M0 Y43 K38 R44 G152 B89
In lieu of the color listed on this page, you may use the PANTONE colors cited, the standards for which 909859
can be found in the current edition of the PANTONE formula guide. The color shown on this page and
throughout this guide have not been evaluated by Pantone, Inc. for accuracy and may not match the R153 G153 B204
PANTONE Color Standards. Consult current PANTONE Publications for accurate color. 535C C42 M27 Y7 K0 R148 G157 B189
949DBD
PANTONE is a trademark of Pantone, Inc.
R102 G153 B153
5493C C43 M0 Y14 K21 R115 G167 B159
73A79F
RSA Brand
Brand Identity
3.2
– One side represents our competence: the underlying technology, techni-

Visual Format cal innovation or protected data that enables a myriad of new possibili-
ties;
RSA Brand Visual Identity
– The other side captures the essence of our vision, wherein barriers are
The current RSA brand identity and our future brand aspirations were the lifted so that people, places or things are empowered to achieve new
source of inspiration for our visual expression. Research found that the RSA possibilities and capitalize on great opportunities.
brand personality included traits such as “smart”, “stable”, “consistent”,
“high-quality” and “professional”. We also clearly heard that customers The dual-pane approach has a high level of flexibility and latitude for it can
and employees desired an increased emphasis on innovation and industry visually communicate an over-arching idea about our company and the
leadership. Our assessment concluded that the RSA brand visual product and solutions we offer, while focusing in on a wide range of
expression should capture the most admired associations while also situations, stories or customer needs through the selected imagery. We
injecting a new energy and passion that reflected the company's future understand that not all communications will require the dual-pane, nor can
opportunities. all layouts accommodate both in one visual plane. It is acceptable to
present singular concepts of one or the other, although the preferred
Thus, we determined that our visual communication should balance two default is always the dual-pane presentation. The RSA division intranet
primary concepts of the brand: competence and vision. Competence contains downloadable photographs as well as showing preferred pairings.
speaks to the traits of stability, quality, results and knowledge, and plays Please go to the Branding/Graphics Library (RSA intranet users only)
heavily off of the heritage of our company. Vision alludes to inventiveness,
freshness and energy, and provides focus on the innovative solutions we Translucent Red Brick
continually deliver and the opportunities we help customers realize as a The translucent red brick is a very effective design element that will help
result of our efforts. focus attention on key lead-in messages in your communications. Black or
white type can go on top of this element. The brick is a subtle reflection of
The key foundational elements of the new visual style are a dual-pane
the logo and the original encryption key, and thus it reflects our legacy and
graphical framework for the photography, the translucent red brick
can become an ownable brand element. Designers, please use the
application and the new photography style. Please refer to the examples in
standardized translucent brick (Adobe Photoshop® file) that may be
this guide to understand the application of these core graphical elements.
obtained from Division Marketing. Note that the color in this file has been
Overall, the new visual style is open, clean, technical–and disciplined. We
optimized to blend with the logo red, but is not the same color spec. The
think it will work across a wide range of communication opportunities.
red used for the translucent brick is shown below. The translucency is 85%.
Dual-pane Graphical Framework
The presentation of competence and vision through a visual framework Web-safe &
achieves a dynamic brand gestalt. The two concepts are best captured in a RSA Color Pantone® CMYK RGB Hex Values
dual-pane, side-by-side graphical approach. 485C C0 M100 Y91 K0 R255 G0 B0
R255 G0 B0
FE000C
RSA Brand
Brand Identity
3.2
The use of stock photography is to be avoided if at all possible because

Photography Style RSA does not have exclusive rights to rented images and therefore may
find that other companies or products are using the same images to
Imagery is a critical component of the new visual branding and can represent quite different concepts. Viewers may have experienced the
dramatically convey our key brand concepts of competency and vision. To stock photography in other scenarios. This dilutes the brand.
reinforce the brand we've created a photography style as well as an image
library that can be used freely to develop the right communications. If you take new original photography, use the division library as a guideline
for lighting, models, sophistication and quality. Alternatively contact
Imagery selections should work to tell a powerful story about our company, Division Marketing for assistance in securing the appropriate imagery.
products and customers. There are two imagery styles used in our
approach: Should you still need to use stock photography, be careful in your
selection. Use the examples shown herein as reference points when
– One set of images can be termed “techno-abstract” and are designed to selecting photography for your communications, and only use the best
convey competence—the technology, systems, products and data behind reproduction quality available. Full-color imagery is the preferred means of
our security solutions. reproduction. Only in cases where color restrictions exist, such as
newspaper ads, should black-and-white imagery be used.
– The vision images can be termed “end-result” and are designed to con-
vey the positive outcomes enabled by our security solutions. This is rep-
resented by people, places or things that receive or deliver the end ben-
efit of our technologies and solutions.
We have created a unique style of photography. Our technology images are Dual-pane photography
visually interesting and try to convey unusual points of view or ideas used with the translucent
beyond the literal. Our “people and places” photographs capture the end- brick for a vertical market-
benefit of technology and signal the benefits and emotional aspects brochure cover. The credit
derived from our solutions. card image is considered
“techno-abstract” and the
Branding/Graphics Library shopper’s image is a sam-
We have commissioned all the photos available in the Branding/Graphics ple beneficiary of our
Library, and therefore, own the rights to use them in all of our applications. solutions, in this case
We will be adding to this library over time. credit card security
through PCI compliance.
For many applications, a juxtaposition of select photographs from our
Branding/Graphics Library may be effective, as you can see in the
examples in the next section. The images in the Branding/Graphics Library
selections should cover most communication situations.
RSA Brand
Division Identity Advertising & Programs & Collateral
Brand Identity Themed Campaigns Events
3.3
Advertising & Themed Campaigns
Advertising and themed campaigns (promotions) are powerful tools for

leveraging the RSA brand promise and key messages, while reinforcing the
unique RSA brand personality among our customers. Each one is an
opportunity to build customer relationships while delivering a specific
message.
e-Mail
To solidify our brand presentation, consistent use of the RSA brand identity
standards across advertising and promotional communications is a
requirement. All RSA brand communications must have approval of RSA
Division Marketing. If you are developing a specific piece, contact Division
Marketing for general guidance, creative assistance and review.
Examples: Ads and Direct Marketing
The examples show how our new brand identity can be translated to an ad
or to an online direct marketing promotional campaign. While single
examples cannot possibly cover the wide entire range of communications
we employ, they can provide you a sense of how to create 'in brand'
communications.
Direct mail

RSA Brand
3.3
Programs & Events

Table-top sign
Programs and events provide unique opportunities to
reinforce our knowledge and reputation with our primary
target audiences. A local Thought Leadership Speakers
series or an industry tradeshow event can be brand-
reinforcing programs with high customer appeal.
Developing a single, relevant theme appropriate to the
audience and then expressing it across a wide variety of
communications is an excellent way to have impact while
maximizing your marketing investment.
e-Mail offer
To ensure division consistency, your theme should be
expressed using the style, imagery and key messages of
the RSA brand. Select imagery related to the program
subject matter or audience. Not every element should Roll-up banner stand
look exactly the same; however there should be a
consistent application of the brand identity standards to
create a visually consistent experience.
Note that there is a difference between the development

of a themed event and the creation of a new logo. By
definition, programs and events have a defined beginning
and end date, or occur on a regular and repeating basis, RSA Conference Booth
for example a quarterly seminar. While an event may
require a stylized name or title, not every event requires a
unique logo. Such events should clearly show RSA as the
presenting sponsor. We would prefer that the only RSA
logo is the division logo. For specific guidance, contact
Division Marketing. Master files for table-top signs and
roll-up banner stands, and design elements for html
design may be obtained from Division Marketing also.
The examples show how the new brand identity can be

applied to a variety of programs and events.

RSA Brand
3.3
Development of New Collateral

Collateral If you are developing new collateral pieces and need guidance on adhering
to the new structure and format, or instructions on the templates, please
Our collateral materials help us communicate to a wide variety of
contact Division Marketing. Please answer the following questions before
audiences based on their information needs. We have developed a new
proceeding to produce new collateral content:
collateral architecture that provides structure and consistency for all types
of literature by defining three categories, or tiers, based on the function 1. Audience and/or how the piece will be used. please refer to the collater-
and message of the specific piece, and the information requirements of the al architecture table on page 39.
intended audience.
2. Final form, i.e., html only, pdf layout only, to be printed for inventory,
This section provides a diagram of the collateral architecture and the available for print-on-demand, etc.
corresponding specifications for each tier. Each of the primary types
3. Deadline
(brochure, brief, etc.) has a pre-designed template to facilitate
development. We also are providing select examples in this section that 4. Collateral category; please refer to the architecture table on page 39.
demonstrate the application of the brand identity standards to specific
pieces. We are designing all new pieces in the new brand style, and are Knowing the answers to these questions will help Division Marketing know
also converting relevant existing materials into the new visual format how to design the piece and whether additional help in development is
weekly, so check the bi-weekly collateral flash for updates. Collateral may required.
be ordered from the collateral fulfillment site: rsa.faicentral.com/access.
Pieces which do not fit into the categories regarding target audience, length
and design format require more design time and should be handled on an
exception basis after discussion with the marketing communications team.

RSA Brand
3.3
Collateral Architecture
Collateral Specifications Target Audience
Tier 1–Division
Singular • Thought leadership Unique designs, e.g., Vantage magazine – produced exclusively by Division marketing. CEO, COO, CFO, Board members
Designs • Division backgrounder
• Division PowerPoint®(s)
• Division Folder
Overview • Vertical Solutions or 7x10” (150x210mm) 8,12, 16 or 20 pages of content; 300 words/page maximum. These CIO, CTO, CSO, CSIO, CPO (privacy)
Brochure Business Unit Overviews are high-level overview pieces; allow for 3-5 pages of photography and other art (i.e.,
subtract word count); perfect bound, usually printed by divisional marcom.
Solution • Business Solutions 7.25x10.5” (184x267mm) 2,12, or 10 pages of content; 500 words/page. These are prod- VP of IT, VP of IS, VP of Architecture,
Brief • Technical Solutions uct/solution pieces; the content should describe RSA or RSA/partner product solutions. VP/LOB Directors
Photography for these pieces is specific to the solution where possible. If there are
tables or illustrations, word content must be subtracted. Saddlestitch bound, both off-
Tier 2–Capabilities
set-and digitally printed.
Case Study Stories relating to individual 8.268x11” (210x280mm); 2 pages (2 sides of a single sheet) of content; 500 Director of IT, Director of IS, Director
customers’ use of words/page. These are capability pieces: the content should describe how RSA solved a of Infrastructure, Director of Fraud
RSA products security problem for a named customer. Each must have a 50-100 word side bar describ- Prevention, eBusiness Director
ing how RSA accelerated the customer’s business. Primarily distributed as PDF.
White Paper Industry issues or general 8.268x11” (210x280 mm); 6, 10, 14 or 18 pages of content, 500 words/page. These are Director of IT, Director of IS, Director
technology trends thought leadership pieces; the content should be limited to discussion of industry of Infrastructure, Director of Fraud
issues in a non-RSA-centric manner, white papers are NOT product pieces. Primarily dis- Prevention, eBusiness Director,
tributed as PDF. VP/LOB Dir.
Analyst Brief Analyst/internal reports Distributed as PDF in original analyst-supplied format through Sales Portal only. Director of IT, IS, Infrastructure, Fraud
on industry trends Prevention, eBusiness, VP/LOB Dir.
Product Product description sold as 8.268x11” (210x280 mm); 2 or 4 pages of content (two is standard), 500 words/page IT, help desk, security, desktop, net-
Data Sheet a discreet unit with a SKU maximum. Content should be limited to a brief discussion of the features, benefits and work, WAN/LAN security, risk
number technical specs of a single product. Messages about interaction with other products mgmnt., security architect, developer
may be included, but kept brief. Both offset- and digitally printed.
Guides PS guide to analyzing/ 8.268x11” (210x280 mm); 6, 10, 14 or 18 pages of content, 500 words/page. Primarily Dir. of IT, IS, Infrastructure, IT Manager;
Tier 3–Products & Technologies
installing a solution. distributed as PDF. security architect; developer
Service Global Services Marketing 8.268” x 11 (210x280mm); 2 pages (2 sides of a single sheet) of content; 500 IT, help desk, security, desktop, net-
Data Sheet (Professional Services) serv- words/page. Content should describe how Global Services can solve security prob- work, WAN/LAN security, risk
ice data sheet lems. Primarily distributed as PDF. mgmnt., security architect, developer
Partner Technology partner data 8.5 x 11” (210x280mm); 2 pages (2 sides of a single sheet) of content. Created and IT, help desk, security, desktop, net-
Tech. Brief sheets that describe joint managed by the RSA Secured technology partner program manager. work, WAN/LAN security, risk
solutions in technical terms. mgmnt., security architect, developer
Quick Ref. Product/market overviews 8.5 x 4.25” (210x105 mm) folded; 4, 6 or 8 panels of content, 250 words/panel maxi- Internal audiences ONLY
Guides mum. These are quick reference guides for selling; the content should be limited to
product features, target customers, F.A.Qs and anything helpful for identifying
prospects. Digitally printed.
RSA Brand
3.3
Tier 1: Division Collateral
Tier 1 collateral communicates our leadership position within the markets

we serve. These materials answer the questions, “Who is RSA?” and “Why
Executive Guide to Security Leadership
RSA?” Messaging is broad and focused around the problems we address
through our solutions. The intent is to build our image and reputation as a
customer-focused, global-leader in integrated security solutions.
Materials that would be categorized as Tier 1 include the division brochure,

the PowerPoint® divisional pitch, the division “At A Glance” hand-out
(a.k.a. backgrounder), as well as leadership materials such as our highly-
regarded Vantage publication. The following examples demonstrate our
new brand aesthetic.
Division backgrounder
PowerPoint® template
Vantage Magazine

RSA Brand
3.3
Tier 2: Capabilities Collateral Tier 3: Products and Technologies Collateral
Collateral in this category is more specific than Tier 1 and communicates Tier 3 collateral provides technical or educational information about a
specific information about particular brands, products, services and particular product, service or solution to help customers make more
integrated solutions. It answers the question, “what does RSA offer?” informed buying decisions or to enhance their purchases of RSA solutions.
Messaging is benefit-oriented. It answers the question, “How do I order, specify, use or optimize RSA
solutions?” Messaging is technically based and application-specific.
Materials that would be categorized as Tier 2 include business group
brochures, solution briefs, case studies, as well as white papers. Examples Materials that would be categorized as Tier 3 include product data sheets,
here demonstrate the application of the new brand style. technical guides, service descriptions, and partner technical briefs. The
examples demonstrate the application of the new brand style.
White paper
Product data sheet
Solution brief

RSA Brand
Division Identity
Brand Identity
3.4
Division Marketing Team Web Resources
Gail Freeman Director, Division Marketing RSA Brand Standards

gfreeman@rsa.com http://www.rsa.com/node.aspx?id=1391
Paul Joyal Senior Marketing Communications Manager Winbrook Printing (Stationery)

pjoyal@rsa.com http://winsource.winbrook.com/login.html
Collateral management; video production; editor,
Vantage Magazine Branding/Graphics Library
(RSANET Users Only)
Bill Grainge Senior Graphic Designer http://rsanet.na.rsa.net/src/page.aspx?id=3650
bgrainge@rsa.com
Collateral production; fulfillment management; Technology Partners
branding reviews http://rsa.com/node.aspx?id=1296
Louise Johnson Tradeshow and Events Manager

ljohnson@rsa.com
Tradeshow management for the Americas
Heidi Bleau Marketing Communications Specialist

hbleau@rsa.com
Writing and editing of collateral, web content
and PowerPoint presentations

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Brand Style Guide and

Division Identity Standards

photography–the external manifestations of our brand.

The Security Division of EMC

This document contains important information on properly

The Security Division of EMC

The Security Division of EMC

Our positioning declares the unique end-benefit

The Security Division of EMC

RSA Master Brand Architecture

Within this architecture, RSA supports a variety of product brands and

The Security Division of EMC

The Security Division of EMC

Master Brand Master Brand

RSA® Validation Manager RSA® Transaction Monitoring RSA® Smart Card

Sub-Brands RSA® eFraudNetwork RSA® eFraudNetwork Forum

Brand Migration Acquisition Philosophy

However, in all cases, applications for a new RSA Standalone Brand or

The Security Division of EMC

The chart on the following page provides general guidelines for

The development of a brand migration path should be completed by

– Review such factors as customer relationships, distribution channels,

– Include an outline of the interim steps required—if any—to transition the

– Define an internal and external communications plan to support the

The Security Division of EMC

Recommended Transition Timeline

– All employee communications materials should adhere to the RSA guidelines;

Within 60 days of the completion of an acquisition

Within 90 days of the completion of an acquisition

Within 6-12 months of the completion of an acquisition

The Security Division of EMC

Business group names may be used under the following circumstances:

– In internal communications, when it’s important to distinguish one

– In external communications, when more than one business group is

– In external communications when using a business group name would

The Security Division of EMC

When it is necessary to distinguish a new version, upgrade or addition to

RSA + Descriptive Product Name Working Names

The Security Division of EMC

Never use a trademark as a verb.

The Security Division of EMC

Third Party Trademarks

Improper use: This software is powered by RSA® —or— This software

Careful Use of the Term “partner”

Some organizations have very strict internal guidelines regarding use of

The Security Division of EMC

The Security Division of EMC

Division Address Signature 75 pixels

Signature elements are

Division address signature: standard layout and alignment.

The Security Division of EMC The Security Division of EMC

Acceptable for applications on black or

Improper usage: cryptography sets a high standard.

When writing about or making product presentations, in text, the

RSA SecurWorld™ logo

– SecurWorld is always rendered in Frutiger Bold 65, at the same cap

– For color standards see section 2.1.

The SecurWorld™ partner level name is always rendered in italic Frutiger

RSA SecurWorld level logos with guides showing

Preferred for applications on black The logo should never appear

Acceptable for applications on black or dark-

Correct and Incorrect Color and Black & White Application

Preferred for applications on black The logo should never appear