AT&T

corporate identity
system
AT&T corporate signature
and AT&T business signature
standards of application

January, 2001
contents

Building a consistent brand image ................................. 2

AT&T corporate identity system .................................... 3
AT&T business signatures ............................................. 4
AT&T corporate signatures ........................................... 5
Using the signature color variations in media .................. 6
Using the corporate and business signatures im media ...... 7
Three-color AT&T signatures ........................................ 8
Two-color AT&T signatures .......................................... 9
One-color AT&T signatures .......................................... 11
Choosing a background color ........................................ 12
Determining a minimum size ....................................... 14
Measuring the signature clear area ................................. 15
Staging the signature ................................................... 16
Staging on posters, banners, façades, etc. ......................... 18
Using a tagline ........................................................... 19
Avoiding common errors ............................................. 20
AT&T artwork naming guide ......................................... 24
Glossary .................................................................... 25
 building a consistent
brand image
The AT&T brand is one of the company’s most precious assets. AT&T
continues to work to ensure that it remains relevant in changing
markets. The new corporate signature is an important component
helping to energize and invigorate the brand.

The graphic elements of the AT&T corporate identity system — the

AT&T corporate signature, the AT&T business signatures, 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.
Updated globe symbol
Effective immediately, discontinue These standards provide the building blocks for supporting AT&T’s
use of the “old” 12-line and 8-line globe corporate identity system. They are designed to help you apply the
AT&T corporate signatures. Always use AT&T corporate signature and business signatures correctly and
approved artwork — available at consistently across all media.
www.att.com/identity— when reproducing
the AT&T corporate signature or
AT&T 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
T 877 813– 4218
F 908 221–3140
brandcenter @att.com

2
AT&T corporate
identity system
The AT&T name and signature may only be used for products,
services and offers in accordance with the terms of the license
agreement with AT&T corporation.

The corporate identity system comprises the AT&T corporate

signature and the AT&T business signatures. The globe symbol within
the signatures has been redesigned to convey dimension and depth.

The AT&T corporate signature is composed of two elements:

the AT&T globe symbol and the AT&T custom-drawn letterforms.
This customization provides optimum legibility in all sizes and orientations.
Do not attempt to recreate this artwork.These elements must always remain in
the exact size and position that appear in the reproducible artwork.

Horizontal Vertical

3
 AT&T business signatures
The AT&T business signatures have been designed based on the AT&T
corporate signature and include a descriptive name that identifies
each AT&T-branded business. Each signature name has been carefully
typeset and letter spaced in Gill Sans and should never be altered in
any way. The AT&T business signatures are available in the same color
variations as the AT&T corporate signature.

The AT&T business signatures were created to convey the wide range
of products, services and offers delivered by the AT&T brand. The
descriptive names include AT&T Broadband, AT&T Business, AT&T
Consumer, AT&T Labs, AT&T Solutions and AT&T Wireless. These are
the only approved names for use in communications within the
portfolio of AT&T business signatures.

The AT&T business signatures should be used in marketing and

corporate communications including advertising, direct marketing,
collateral, e-business, stationery and signage. For a comprehensive list
of media applications, please refer to pages 6 and 7 of this manual.

Horizontal Vertical

4
 AT&T corporate
signatures
Below is an overview of the AT&T corporate signature system. It organizes
the signatures based on color, horizontal or vertical orientation, positive or
reverse, gradient globe (with or without a shadow) or solid globe. There are
18 approved versions for the AT&T corporate signature and 18 approved
versions for each of the AT&T business signatures. Please note: The AT&T
corporate signatures shown below and throughout these guidelines
are used as illustrative examples. These guidelines apply to all AT&T
corporate signatures and AT&T business signatures.

three-color signatures two-color signatures one-color signatures

vertical horizontal vertical horizontal vertical horizontal

gradient
with shadow
positive

gradient
positive

gradient
reverse

solid
positive

solid
reverse

5
 using the signature color
variations in media
The chart below provides recommended use of the various AT&T
signatures (horizontal or vertical) on specific applications. For more
information, please contact AT&T Brand Center Customer Care.

three-color, three-color, two-color, two-color, one-color,

gradient gradient gradient solid solid
with shadow

four-color
process printing • •
two-color
printing • •
one-color
printing •
electronic media
(e.g.,web, PowerPoint ®) • •
word processing
(e.g., Word®) • • •
television
advertising •
billboards, signs,
posters & banners • • • • •
embroidery • •
silk-screen • •
embossing/debossing/
etching/engraving • •
thermography • •
painting • •
monochrome
lcd screen •
6 •• recommended version
alternate version(s)
 using the corporate and business
signatures in media
There are two primary types of communications — corporate communications
and business-specific communications.

The AT&T corporate signature should be used when a communication

• Represents the brand at large;
• Represents the company or corporate voice of AT&T corporation;
• Represents two or more AT&T-branded businesses, products, services or offers.

The AT&T business signatures should be used when a communication

• Represents the products, services or offers that are specific to or delivered
by a single business.

Please note: An AT&T-branded business may use the AT&T corporate signature
as an alternative. When the AT&T corporate signature is used in lieu of an
AT&T business signature, the full name of the AT&T-branded business must
be used in the copy of the communication (e.g., AT&T Wireless). This helps
to expand the value of the AT&T brand and clarify the overall message.

Refer to the chart below for a comprehensive listing of proper signature

application within media.

media corporate business media corporate business

item signature signature item signature signature

Stationery Yes Yes Television advertising Yes Yes

Building/office signage Yes Yes Direct marketing advertising Yes Yes

Newsletters Yes Yes Service/offer collateral Yes Yes

Vehicles Yes Yes Internal forms Yes Yes

Uniforms Yes Yes Premium items Yes Yes

Retail store signage Yes Yes Trade shows Yes Yes

Retail store posters/literature Yes Yes Devices Yes No*

Retail product box packaging Yes Yes Internet Yes Yes

Print advertising Yes Yes

* Devices do not usually lend themselves to display a combination of mark and name prominently. Therefore, just the
AT&T corporate signature should be displayed on devices.

7
 three-color AT&T signatures
The three-color AT&T corporate signature and AT&T business signatures
are the preferred versions. They should be used whenever possible for
communication materials, including print advertising, television
advertising, collateral materials, direct marketing and electronic media.

In the three-color positive signature, the globe symbol appears in cyan,

The three-color gradient magenta and black and the AT&T logotype is black. In the three-color
AT&T signature consists of cyan , reverse signature, the globe symbol appears in cyan, magenta and black
magenta and black . and the AT&T logotype reverses out of black to white. These signature
elements and their relationship to each other have been carefully
designed and should not be altered in any way. Always use
approved artwork.

gradient signatures Horizontal Vertical

Positive (with shadow)

These three-color AT&T signatures
include a shadow behind the globe
for added depth and dimension. Both
the horizontal and vertical signatures
are recommended for high resolution
print and television advertising .

Positive
The positive three-color gradient
AT&T signatures are cyan, magenta
and black for the globe symbol
and black for the AT&T logotype .
These signatures are recommended
for print and television advertising
and direct marketing as well as
corporate and product literature
and signs .

Reverse
The reverse three-color gradient
signatures are cyan, magenta and black
for the globe symbol and the AT&T
logotype reverses out of black to white .
These signatures have been created for
black backgrounds only. There are
no shadows for reverse signatures .
The three-color reverse signatures are
recommended for advertising ,
direct marketing and electronic media .
8
 two-color AT&T signatures
The two-color AT&T corporate signature and AT&T business
signatures should be used when limited to two-color reproduction.
Both gradient- and solid-color signatures are available. The solid-
color signatures have been created for use when production
techniques may not capture the fine tonal qualities of the gradient
signatures.
The two-color gradient AT&T signatures
consist of 100% cyan and black . For the gradient positive signatures, the globe symbol is cyan and
The two-color solid signatures consist black and the AT&T logotype is black. For the gradient reverse
of PANTONE Process Blue and black signatures, the globe symbol is cyan and black and the AT&T logotype
or 100% cyan and black . reverses out of black to white. For the solid positive signatures,
PANTONE® Process Blue is used for the globe symbol and black for
the AT&T logotype. For the solid reverse signatures, 100% cyan is
used for the globe and the AT&T logotype reverses out of black to
white. These signature elements and their relationship to each
other have been carefully designed and should not be altered
in any way. Always use approved artwork.

gradient signatures Horizontal Vertical

Positive
The two-color gradient AT&T
signatures are 100% cyan and black for
the globe symbol and black for the
AT&T logotype.The two-color
gradient signatures are recommended
for advertising, packaging and
direct marketing .

Reverse
The two-color gradient reverse AT&T
signatures 100% cyan and black for the
globe symbol and the AT&T logotype
reverses out of black to white .
These signatures have been created for
black backgrounds only. They are
recommended for advertising
and direct marketing .

9
 two-color AT&T signatures
(continued)

solid signatures Horizontal Vertical

Positive
The two-color solid AT&T signatures
are PANTONE Process Blue for the
globe symbol and black for the AT&T
logotype.The solid signatures should
be used for stationery, signs ,
silk screening, embroidery and all
other applications where a gradient
is not reproducible .

Reverse
The two-color solid reverse AT&T
signatures are 100% cyan for the
globe symbol and the AT&T logotype
reverses out of black to white .
These signatures have been created
for black backgrounds only .

10
 one-color AT&T signatures
The one-color AT&T corporate signature and AT&T business
signatures should be used when reproducing in black. The globe
symbol and the AT&T logotype are black on white backgrounds or
reverse out of black to white on black backgrounds. These signature
elements and their relationship to each other have been
carefully designed and should not be altered in any way.
The one-color AT&T signature Always use approved artwork.
is black or reverses out of black.

solid signatures Horizontal Vertical

Positive
The one-color solid AT&T signatures
are black for the globe symbol and
AT&T logotype.They should only be
used when printing in black. Use
either version for literature
stationery, forms, signs, embroidery ,
etching, engraving or die-cutting .

Reverse
The one-color solid reverse AT&T
signatures have been created for
black backgrounds only where the
globe symbol and AT&T logotype
reverse out of black to white .

11
 choosing a
background color
Correct use of color will enhance the impact of our AT&T corporate
signature and AT&T business signatures and differentiate us from
competition. The guidelines below provide standards for placing the
signature on a background color.

Three-color signatures
The three-color positive signatures
should only be placed on white
backgrounds.The three-color reverse
signatures should only be reversed
out of black. Do not use any of the
three-color signatures on colored ,
patterned or textured backgrounds . three-color gradient, three-color gradient, three-color gradient,
positive (with shadow): positive: white reverse: black
white background only background only background only

Two-color signatures
The two-color positive signatures
should only be placed on white
backgrounds.The two-color reverse
signatures should only be reversed
out of black. Do not use any of the
two-color signatures on colored ,
patterned or textured backgrounds . two-color gradient, positive: two-color solid, positive:
white background only white background only

two-color gradient, reverse: two-color solid, reverse:

black background only black background only

12
 choosing a
background color
(continued)

One-color signatures
The one-color positive, solid
signature should only be placed on
100% white to 30% black
backgrounds. The one-color reverse
signature should only be reversed out
of 100%–30% black. Always ensure
significant contrast between one-color solid, positive: one-color solid, positive:
the signature and the background . white background only white–30% black background

one-color solid, reverse: one-color solid, positive:

black background only 30 –100% black background

13
 determining a
minimum size
To ensure that the AT&T corporate signature and AT&T business
signatures are always legibly and accurately reproduced, minimum
size guidelines have been determined. Never reproduce the signature
at sizes less than those shown below. As illustrated below, the minimum
size is determined by measuring the diameter of the globe.

Gradient signatures 3/8"

To accurately capture the fine detail (9.5mm)
in the gradient globe, never
reproduce AT&T gradient signatures
less than 3/8" (9.5mm) .

3/8"
(9.5mm)

Solid signatures 1/4"

The solid signatures can be accurately (6.4mm)
reproduced at smaller sizes than the
gradient signatures.The smallest approved
solid signature is 1/4" (6.4mm) .

1/4"
(6.4mm)

14
 measuring the
signature clear area
A clear area around the AT&T corporate signature and AT&T
business signatures will insure they have maximum visibility and
impact on every communication. Avoid crowding the signatures
with other graphic elements such as typography and imagery.
As illustrated below, the diameter of the globe symbol (X) has
been chosen as the standard unit of measurement for calculating
the signature clear area.

Clear area for print and

electronic media
X X
Keep the clear area to each side
of the AT&T signatures equal to or
greater than the diameter of
the globe symbol (X). Follow this X
standard for all media
except signs and taglines .

X X

Clear area for signs and taglines

Reproducing the AT&T signature in .5X .5X
sign and tagline applications often
requires more flexibility. For banners , X
building façades, directory signs ,
monument signs and taglines, provide
a clear area equal to or greater .5X .5X
than half (.5X) the diameter of the
globe symbol (X) .

15
 staging the signature
While the AT&T corporate identity system provides a high
degree of flexibility, consistent placement of the signature
will help to ensure brand recognition and a cohesive look
across media.

Place the signature in a

prominent position ≥X ≥X
The AT&T signature should
be placed in one of the four corners
of any given application, at least
one globe symbol diameter (X) away X X X
from the edges.

X X

≥X ≥X

16
 staging the signature
(continued)

Horizontal signature Apparatus bellis imputat Apparatus bellis imputat Apparatus bellis imputat
rures. Bellus cathedras rures. Bellus cathedras rures. Bellus cathedras
This example illustrates the proper corrumperet zothecas. corrumperet zothecas. corrumperet zothecas.
Parsimonia fiducia suis Parsimonia fiducia suis Parsimonia fiducia suis
clear area and placement for a celeriter vocificat adfabilis celeriter vocificat adfabilis celeriter vocificat adfabilis
horizontal signature in a printed matrimonii, semper vix matrimonii, semper vix matrimonii, semper vix
saetosus syrtes suffragarit saetosus syrtes suffragarit saetosus syrtes suffragarit.
application. Although more is fragilis chirographi. fragilis chirographi.
preferred, the body copy must be at Augustus aegre divinus Augustus aegre divinus
adquireret concubine, adquireret concubine, X
least one globe symbol diameter (X) quod plane bellus oratori quod plane bellus oratori
praemuniet matrimonii, praemuniet matrimonii,
away from the signature . semper vix parsimonia semper vix parsimonia
fiducia suis chirographi. fiducia suis chirographi.

X X

Vertical signature Apparatus bellis Apparatus bellis Apparatus bellis

imputat rures. Bellus imputat rures. Bellus imputat rures. Bellus
This example illustrates the proper corrumperet corrumperet corrumperet
zothecas. Parsimonia zothecas. Parsimonia zothecas. Parsimonia
clear area and placement for a fiducia suis celeriter fiducia suis celeriter fiducia suis celeriter
vertical signature in a printed vocificat adfabilis vocificat adfabilis vocificat adfabilis
matrimonii, semper matrimonii, semper
application.These guidelines apply to vix saetosus syrtes vix saetosus syrtes
X
all applications, excluding signs . suffragarit fragilis suffragarit fragilis
chirographi. Augustus chirographi. Augustus
aegre divinus aegre divinus
adquireret concubine, adquireret concubine,
quod plane bellus quod plane bellus
oratori praemuniet oratori praemuniet
matrimonii, semper matrimonii, semper
X

X X

17
 staging on posters, banners,
façades, etc.
Signs are vital to AT&T. Posters, banners, building façades, directories
and monuments provide wayfinding and identification. Often, however,
signs pose a challenge for placing a signature because of limited space,
fabrication and cost. For a clear, legible sign application, follow the
placement guidelines below.

48" x 36" trade show banner

Center and size the AT&T signature ,
either horizontal or vertical, so that
the minimum clear area (.5X)
surrounds each side of the signature . X

Production techniques may vary ,

so be sure the vendor can
reproduce the signature correctly
and in the highest quality .
If reproduction quality is an issue, do .5X .5X
not use a gradient signature and
consider using a solid globe .

72" x 38" event banner

Certain signs may require text or
images in addition to the AT&T
signature. Follow the guidelines X
welcome to
for correct colors, typography and
image style for additional graphic Broadband
elements. Always provide the minimum
clear area (.5X) for the signature
Expo
in sign applications .

.5X .5X

18
 using a tagline
AT&T may have an official corporate tagline. However, taglines
may be used to position AT&T-branded businesses as well.
The tagline is set in Gill Sans. The examples below illustrate
the correct configuration for tagline application.

.5X X
Horizontal configuration
The tagline is placed one half the
diameter of the globe symbol (.5X) .2X Lorem ipsum dolor situs.
from the left side of the signature and
is centered horizontally. The height of
the tagline copy is one fifth the
diameter of the globe symbol (.2X).

Vertical configuration
The tagline is placed one half the X
diameter of the globe symbol (.5X)
below the signature and is centered
vertically. The height of the tagline
copy is one fifth the diameter of the .5X
globe symbol (.2X) . .2X Lorem ipsum dolor situs.

19
 avoiding common errors
The AT&T signature is one of AT&T’s most valuable corporate assets
and the equity in the AT&T identity must not be depreciated in any
way. Adhering to these guidelines will ensure proper reproduction
and application of the AT&T corporate signature and AT&T business
signatures. The examples below and on the following pages illustrate
some of the most common application errors.

Use the proper artwork

Both the positive and reverse solid
signatures have been carefully drawn
for placement on their respective
backgrounds. Never invert a positive
signature or alter a reverse signature
for positive use .

Incorrect: inverted Incorrect: inverted

positive signature reverse signature

As a general rule, the highlight

of the globe symbol
should always appear white .

The logotype has been

drawn separately for positive and
reverse signatures .

Do not mix the graphic

elements within each version to Correct: reverse Incorrect: reverse
create a new signature . signature signature with
inverted logotype

Correct: positive Incorrect: positive

signature signature with
inverted logotype
20
 apparatus bellis imputat rures. Bellus
cathedras corrumperet zothecas.
Parsimonia fiducia celeriter vocificat
adfabilis semper praemuniet
suffragarit chirographi. Augustus
aegre divinus adquireret concubine,

Do not alter the relationship between the Do not use the AT&T logotype or globe
globe symbol and the AT&T logotype. symbol in body copy. Instead, typeset “AT&T”
Separating the elements of the signature in the same typeface as used for the text.
compromises the integrity of the AT&T It may be bolded or italicized for emphasis.
brand.

apparatus bellis apparatus bellis imputat apparatus bellis imputat

imputat fiducia rures. Bellus cathedras rures. Bellus cathedras
rures vix. Bellus corrumperet zothecas. corrumperet zothecas.
cathedras suis Parsimonia fiducia suis Parsimonia fiducia suis
corrumperet celeriter vocificat adfabilis celeriter vocificat adfabilis
oratori zothecas. semper bellus m a t r i m o n i i,
Parsimonia fiducia suis celeriter p r a e mu n i e t saetosus syrtes
vocificat adfabilis semper bellis suffragarit suffragarit
praemuniet vix suffragarit rures
c h i r o g r a p h i. fragilis fiducia
chirographi. Augustus suis aegre
Augustus aegre divinus chirographi. Augustus suis
divinus adquireret vix concubine,
adquireret vix concubine, aegre divinus adquireret
quod plane bellus oratori
quod plane bellus oratori vocificat concubine, quod
praemuniet.
praemuniet matrimonii, plane bellus suis oratori
semper rures parsimonia praemuniet matrimonii,

Do not use two or more signatures for Do not crowd the signature with other
identification on the same page. graphic elements including typography,
illustration and photography. Provide the
minimum clear area to all sides of the
signature for maximum visibility and impact.

one low rate Do not use the signature as part of a

sentence or tagline. Always stage the
signature alone and away from other graphic
elements. Provide the minimum signature
clear area as indicated on page 15.
provides you

21
 avoiding common
errors (continued)

Do not transpose the Do not place the Do not use 100% Do not use a white
colors of the AT&T AT&T signature on a PANTONE Process circle behind a solid
signature. If the globe background with Blue for the solid globe reverse signature.
symbol is black, the insufficient contrast. symbol in the two-color
AT&T logotype must reverse signature. Use
also appear in black. 100% cyan.

Do not use a white Do not use the solid Do not transpose the Do not reproduce a
circle behind a solid two-color reverse colors of a solid two- solid reverse globe
positive globe symbol signature on any color signature. If the symbol in any color
on a light colored background color globe symbol is white, other than white or
background. other than black. the AT&T logotype 100% cyan.
must also appear in
white.

22
 avoiding common
errors (continued)

Do not place the Do not replace the Do not alter the Do not alter the
signature on a AT&T logotype with relationship between proportions between
textured or screened another typeface.The the globe symbol and the globe symbol and
background.The logotype has been the AT&T logotype. the AT&T logotype.
texture makes the carefully drawn and
signature unclear. letterspaced.

Do not add a highlight Do not apply the Do not place other Do not stretch,
or other decorative signature to uneven secondary identifica- condense or distort the
device to the globe backgrounds or tion symbols or signature in any way.
symbol. reflective surfaces. images within the
The unevenness will signature clear area.
obscure the clarity
of the signature.

23
 AT&T artwork naming guide
The AT&T corporate identity system has multiple pieces of art,
accommodating a wide range of color systems and production methods.
Each artwork file has been carefully named. The artwork naming guide
is illustrated below.

3c: three-color pos: positive hor: horizontal

2c: two-color rev: reverse ver: vertical
1c: one-color

CORP_ 3c _ grd _ pos _ drp _ hor _ eps .eps

CORP: AT&T corporate grd: gradient drp: drop shadow eps: illustrator eps
signature sol: solid gif: gif
BBND: AT&T Broadband
BUSN: AT&T Business
CONS: AT&T Consumer
LABS: AT&T Labs
SOLU: AT&T Solutions
WIRE: AT&T Wireless

Mac or PC EPS Artwork GIF Artwork

The EPS and the GIF artwork will The EPS signatures should be used The GIF signatures should be used in
work on both Macintosh and for all high-resolution print PowerPoint presentations and other
Windows platforms. For safe travel applications. The EPS signatures are on-screen applications.These screen -
over the Internet, all files have been scalable vector art created in resolution signatures have been
“zipped”. Before use, they must Illustrator 8 and will produce best created at a large size so that they
be unzipped using Stuffit Expander , results in page layout and illustration can be proportionally reduced (50%
WinZip or an equivalent utility . software when printed with or smaller) to produce good results
PostScript Level 3. These files use when laser printed. This artwork
gradient mesh and so should not be used for the Internet .
must not be opened or saved in Contact AT&T Brand Center
older versions of Illustrator . Customer Care for information
regarding Internet artwork .

24
 glossary

AT&T business signatures The combi- Color palette The set of approved colors
nation of the AT&T corporate signature and to be used throughout communications.
a descriptive name identifying each AT&T- This applies to color fields and type, not to
branded business. photographic imagery.

AT&T corporate signature The combi- Composite In the context of sub-branding,

nation of the globe symbol and the AT&T the prescribed placement of elements that
logotype. make up the entire sub-brand identity.

Branding The identification of a product, Configuration The arrangement of graphic

service or offer with the parent company. elements of an AT&T signature. The size and
Usually means the inclusion of, but not limited position relationships of the elements within
to, the corporate signature in an ad or on an approved signature configuration are fixed,
a product. and must not be altered.

Brandmark (or logo) A simple graphic Copyright The exclusive legal right to
element (with or without text) used to identify copy, publish and sell materials such as an ad.
a company. Notable non-AT&T examples Also, the mark that indicates a work is so
include the Nike “swoosh” and McDonald’s protected.
“ golden arches.”
Corporate color PANTONE® Process
Clear area The space around the signature Blue, on light backgrounds (or an 80% screen
that is kept empty to isolate the signature and of Process Blue, or 100% cyan, on dark
make it easier to see. backgrounds) is the primary AT&T corporate
color.
Co-advertising An ad from more than one
company, designed to promote a joint endeavor. Drop shadow The soft diffuse shading
below and to the right of the 3-D AT&T globe
Color field A block of color used symbol that makes it look as if the globe is
throughout communications. All or part of the above the surface of the background.
headline is reversed to white within these
blocks of color. Font The style of type used. AT&T uses the
Gill Sans family of fonts.

25
 glossary (continued)

Gill Sans AT&T’s corporate typeface for Service mark or trademark A legally
headlines, subheads and captions on all protected name for an AT&T product, service
television broadcast and printed communi- or offer; or graphically, the notation indicating
cations materials. The typeface projects that such a product, service or offer is legally
the distinctive tone, manner and attributes protected.
appropriate to AT&T’s personality.
Signature Any symbol and/or logotype
Globe symbol A blue stylized sphere with that officially represents a company.
a highlight in its upper-left quarter. The globe In advertising, it is used to identify, and “sign-
symbol always appears in combination with off ” the communication. (See also AT&T
the AT&T logotype in the AT&T corporate corporate signature.)
signature and AT&T business signatures.
Sub-branding The consistent method of
Lock-up The arrangement of the AT&T naming and displaying specific AT&T business
corporate signature or AT&T business products, services or offers.
signatures.
Tagline A phrase designed to stay
Logotype The corporate name “AT&T” in in the consumer’s mind that will reinforce
specially drawn letterforms. It cannot be set the association between a marketing
in standard typefaces. Almost always, the communications piece and AT&T.
logotype is joined with the globe symbol in
an approved configuration. Tint Various even tone areas (strengths)
of a solid color; solid being 100%.
Positive (signature) The positive version
is used when the signature appears on a Treatment The method of displaying
white background. It may not be inverted the AT&T identity.This includes the style of
(modified to reverse form) for use on a dark globe symbol, corporate or business
background (see reverse). signature, animation (in television ads) and
a tagline.
Reverse (signature) The reverse version
is used when the signature appears on a Typography The method of displaying text.
black background. It may not be inverted It covers font styles, sizes and colors.
(modified to positive form) for use on a light
background (see positive).

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