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AT&T corporate identity system
AT&T Corporate Signature and AT&T Branded Business Signatures Standards of applications

April 2001

contents
Building a consistent brand image ........................................ AT&T Corporate Signature ..................................................... AT&T Branded Business Signatures ....................................... AT&T signature system........................................................... Using the signature color variations in media..................... Using the corporate and business signatures in media ....... Three-color AT&T signatures ................................................. Two-color AT&T signatures.................................................... One-color AT&Tsignatures.................................................... Choosing a background color ................................................ Determining a minimum size ............................................... Measuring the signature clear area........................................ Staging the signature............................................................... Staging on signs, façades, posters, banners,etc..................... Avoiding common errors ....................................................... Typography .............................................................................. Color palette............................................................................ AT&T artwork naming guide .................................................Glossary.................................................................................... 2 3 4 5 6 7 8 9 11 12 14 15 16 18 19 23 24 25 26

building a consistent brand image
The AT&T brand is one of the company’s most precious assets. AT&T continues its work to ensure that it remains relevant in changing markets. The new corporate signature is an important component that helps to energize and invigorate the brand. The graphic elements of the AT&Tcorporate identity system — the AT&T Corporate Signature, the AT&T Branded Business Signatures, the signature colors and the Gill Sans typeface — are among the most valuable marketing and communications tools we have. When used properly, these elements support a carefully designed corporate identity system: they allow us to speak with one voice in the marketplace. These standards provide the buildingblocks for supporting AT&T’s corporate identity system. They are designed to help you apply the AT&T Corporate Signature and AT&T Branded Business Signatures correctly and consistently across all media. The AT&T signature may only be used for products, services and offers in accordance with the terms of the license agreement with AT&T corporation.

Updated globe symbol Effective immediately,discontinue use of the “old” 12-line globe AT&T Corporate Signature. Always use approved artwork — available at www.att.com/brand when reproducing the AT&T Corporate Signature or AT&T Branded Business Signatures.

Help The complete AT&T corporate identity system is available online at: www.att.com/brand. If you have questions, contact: AT&T Brand Center Customer Care Tel: 877 813– 4218 Fax: 908221–3140 Email: brandcenter @att.com

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AT&T Corporate Signature
The AT&T Corporate Signature is composed of two elements: the AT&T globe symbol and the AT&T custom-drawn logotype. The globe symbol within the signatures has been redesigned to convey dimension and depth. Please note: This customization provides optimum legibility in all sizes and orientations. Do not attempt to recreate thisartwork. These elements must always remain in the exact size and position that appear in the reproducible artwork. The horizontal version is the preferred application for all signatures.

Horizontal

Vertical

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AT&T Branded Business Signatures
The AT&T Branded Business Signatures have been designed based on the AT&T Corporate Signature and include a descriptive name that identifies each...
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