Guide to Using the SAS Logo

for business partners and third-party associates

SAS Corporate Design Standards

Guide to SAS Logo Usage

Elements of the SAS logo

The S-mark
The paired crescent shapes in the SAS logo are singularly referred to as the S-mark. Each shape is usually colored with a gradient of the corporate blue (Pantone 285 or its equivalent), which begins as a solid color and gradually fades into a background color of white, black, or blue. The S-mark is a registered trademark of SAS, and must appear with the registered trademark symbol, .

The S-mark

The SAS word mark

The S-mark and the word mark elements of the SAS logo are legally registered trademarks. A registered trademark symbol must accompany each element.

ELEMENTS OF THE SAS LOGO

The SAS word mark

The SAS word mark, sas, is always a solid color of black, white, or blue. No other color may be used to display the word mark. The word mark is a registered trademark of SAS. It must appear with the registered trademark symbol, . The SAS logo is only valid when ALL of its elements appear. None of the elements of the SAS logo may stand alone.

The SAS tagline

The SAS tagline, The Power to Know is , a part of SAS visual brand identity. It is often combined with the SAS logo in approved logo-with-tagline art in both vertical and horizontal formats. It has legally registered trademark status as well, and just as with every other SAS logo, each brand element must be accompanied by a registered trademark symbol.

LOGO-WITH-TAGLINE ART - VERTICAL AND HORIZONTAL FORMATS

All registered trademarks required

The SAS logo must carry two registered trademarks, one for each trademarked element of the logo.

SAS Corporate Design Standards

Guide to Using the SAS Logo

The sum of the parts = the SAS logo

The SAS logo is a valid visual symbol only when all of its elements appear. The S-mark and the SAS word mark must always appear together, and a registered trademark symbol must always appear beside each element. The SAS logo may not be modified or combined with any other logo, art, or text.

The S-mark

The SAS word mark

The SAS tagline

The S-mark, the word mark, and the tagline are all legally registered trademarks. A registered trademark symbol must accompany each element.

ELEMENTS OF THE SAS LOGO-WITH-TAGLINE COMBINATION ART

SAS Corporate Design Standards

Guide to Using the SAS Logo

Logo color variations

There are several approved color variations of the SAS logo, as shown in the figures at right. The blue S-mark with black or white type is the preferred logo and should be used whenever possible. The grayscale and one-color choices are intended for use only when there are printing or display constraints that prevent good reproduction of the gradient colors in the preferred logo. Choose a logo file that is appropriate for the background color on which it will appear.

2-COLOR ON LIGHT BACKGROUND

Preferred logo colors The blue S-mark with a black word mark are the preferred colors.

1-COLOR (BLACK) ON LIGHT BACKGROUND

SAS logo colors

Print Pantone 285* (SAS corporate blue) or its CMYK process equivalent: C = 89, M = 43, Y = 0, K = 0 Pantone 284 or its CMYK process equivalent (C = 55, M = 19, Y = 0, K = 0) may be used in the upper segment of the S-mark when a quality rendition of a gradient is not possible, on large format or specialty items, for example. Black K = 100 Web and presentation SAS corporate blue Hexadecimal value: #003399 RGB Values: R=0, G=51, B=153 White Hexadecimal value: #FFFFFF RGB Values: R=255, G=255, B=255 Black Hexadecimal value: #000000 RGB Values: R=0, G=0, B=0
1-COLOR (WHITE) ON DARK BACKGROUND

1-COLOR (BLUE) ON LIGHT BACKGROUND

* For more information on Pantone process color formulas, see www.pantone.com/support/ support.asp?idArticle=73
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SAS Corporate Design Standards

Guide to Using the SAS Logo

Blue Spot Process

Black

White

Print

CMYK Pantone 285 C=89, M=43 (Pantone 284*) (C=55, M=19*)

CMYK K=100

CMYK C=0, M=0, Y=0, K=0

Web, presentations

Hexadecimal value: #003399

RGB R=0, G=51, B=153

Hexadecimal value: #000000

RGB Values: R=0, G=0, B=0

Hexadecimal value: #FFFFFF

RGB Values: R=255, G=255, B=255

*Pantone 284 or its CMYK process equivalent may be used as a third, flat color in the upper segment of the S-mark when a gradient is not possible. SAS CORPORATE COLOR SPECIFICATIONS

SAS Corporate Design Standards

Guide to Using the SAS Logo

Exclusion zone
There is a required exclusion zone, or minimum of clear space, around the SAS logo, equal to the height of the S-mark. No other logo or images are allowed in this area.

REQUIRED EXCLUSION ZONE, OR CLEAR SPACE, AROUND THE SAS LOGO IS EQUAL TO THE HEIGHT OF THE S-MARK

SAS Corporate Design Standards

Guide to Using the SAS Logo

Summary of SAS logo usage rules DOs and DONTs

The S-mark and the word mark sas are both registered () trademarks, as is the tagline The Power to Know . The symbol must always appear with both elements of the SAS logo and with the SAS tagline.

DO
Confirm that you have the most recent version of the SAS logo, with appropriate trademark symbols. Incorporate the correct use of the in the logo and the tagline. Choose the appropriate logo for the background color on which it appears.

Designers should choose a logo color combination that is appropriate for the background color on which it is placed. The colors in the S-mark should blend into the background color when possible. Solid-colored versions of the S-mark are acceptable alternatives when blending the gradient colors into the background color is not possible. Designers must honor the exclusion zone of clear space around the logo. The SAS logo may not appear in headlines or text. The SAS logo may not be combined with any art or text other than that approved by Corporate Communications Global, such as the logo-with-tagline combination or SAS logo and address treatments. The S-mark and the SAS word mark may not be separated. The SAS logo may not be encompassed within another shape. For more information about using SAS trademarks and logos, please contact: Hannah Stephens (1) 919-531-3760 hannah.stephens@sas.com

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DONT
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Use the logo in the title of a magazine masthead, brochure, or newsletter. Use the logo in headlines or body text. Incorporate the SAS logo with another logo. Enhance the logo, superimpose it, or alter it in any way. Encompass the logo within another shape. Use the logo in advertising, marketing materials or collateral without clear identification of SAS legal ownership by including this language: SAS is a registered trademark of SAS Institute Inc., Cary, North Carolina, USA. Separate the S-mark from the sas word mark.

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DOS AND DONTS FOR USING THE SAS LOGO AND TAGLINE