Amd Branding Guidelines

SECTION 1 / AMD BRANDING GUIDELINES BACK TOTOCONTENTS
BACK PAGE
CONTENTS PAGE
Branding Guidelines
VERSION 2 - SEPTEMBER 2018
AMD CORPORATE AND PRODUCT BRANDING GUIDELINES / VER 2.2 PAGE 1.1
SECTION 1 / AMD BRANDING GUIDELINES / CONTENTS
Bringing the Brand to Life

This section contains a kit of parts meant to help us bring the AMD brand to life visually and
verbally. These tools are meant to open doors rather than close them. That means creative
solutions are encouraged, but never at the risk of losing the equity that lies in a cohesive brand
identity. We are one AMD – let’s act that way.
Overview of Toolkit 3
Tone of Voice 4
Logo 5
Color 11
Typography 13
Interim Email Signatures 18
Video Game Marketing 19
Tagging Video Content 21
SECTION 1 / AMD BRANDING GUIDELINES / TOOLKIT
Overview of Toolkit
Tone of Voice Logo Tagline
We’re engineering the future. Enabling today.

So you can push its limits. Inspiring tomorrow.
The AMD logo is the strongest visual representation of the
company, so should be prominent on all communications.
Color Typography Out of date motif - DO NOT USE
THE NEXT LEVEL

OF REAL.
Gear up. The future is here. There’s a reason AMD is the top choice for AMD corporate branding used to feature multicolored
powering next-generation gaming. Actually, make that several billion
polygons, like the above, but these are no longer part
reasons. AMD’s built-to-spec chip technology powers billions of polygons
for immersive realism you can see and feel. Get ready to get real.
of our visual identity. If you see any assets featuring
polygons, please flag to the brand team at brand.
[email protected]
SECTION 1 / AMD BRANDING GUIDELINES / TONE OF VOICE
Tone of Voice
The AMD tone of voice is based on being forthright – about our achievements,
our partnerships, and our future.
It’s about pioneering innovation that allows people to think beyond the status
quo. It’s about unlocking limitless potential so we can create a better tomorrow.
We speak clearly and in ways that empower our customers, partners, and
employees. We tell them what we stand for, why we stand for it, and what that
means for the future. We understand our customers’ needs and always articulate
the benefits of our products and solutions. We speak with confidence and
authority – never arrogance.
SECTION 1 / AMD BRANDING GUIDELINES / LOGO
Logo
The AMD logo will work across all media. Using the logo correctly and abiding
by its specifications will ensure clarity and identification as one AMD.
We NO LONGER use the AMD logo with the green arrow. We are providing a standard
black logo along with a reversed-out white logo to stand out in any environment.
Any green or colored-arrow logos in printed or digital media MUST be replaced
immediately with the monochrome version: mars.amd.com/Go/xbHH9zrm
Logo Overview
Logo – All Uses Arrow Mark – Internal Only
Black Reversed
The arrow mark stand-alone can ONLY be used on internal-facing

communications and on employee-branded materials such as
T-shirts etc., but it must be used with the full AMD logo on the same
piece of communication.
Any other use must be approved by the AMD Brand Team via Workfront.
([email protected])
Black Reversed
External-facing logo appropriate for any media. Only the standard black logo or the reversed-out white logo may be used.
The reversed logo can be used on any color (not just black).
Logo Size and Placement
Minimum Clear Space Preferred Logo Size Logo Scaling and Positioning
1x
Logo preferred size 1.375" (34.925 mm) in width
1x 1x 1x
10%
1x Use caution when scaling the AMD logo up. If it is too big, it may 20%
become overpowering and the viewer will lose the true intent of
the messaging.
The AMD logo needs adequate space to stand out with confidence
and clarity. The minimum clear space is measured by 1x – the Minimum Logo Size
white square in the AMD Arrow mark. Nothing should intrude into
this specified clear space, although you can have more clear space
than the minimum.
*Please note that after careful consideration, an exception to the

Logo minimum size 0.675" (17.145 mm) in width For the best representation across all print and web medias — scaling
minimum clear space around the logo was made on the application
the logo to 20% of total width or height is preferred with a minimum
of AMD’s product badges. Adhere to the guidelines above in every
size requirement of 10%.
other instance.
As the AMD logo is reduced in size, it is important to make sure it
stays legible and recognizable. For that reason, make sure the logo The AMD logo is always required. It should be placed in
is never smaller than 0.675” in width. the top right corner whenever possible.
Logo Usage – Don’ts
Don’t use previous versions Please treat our corporate logo Don’t disproportionately scale Don’t change the color of the Don’t place the logo over busy
of logo. with respect and do not deviate the logo and don’t change the logo, even to colors within our photography.
from or alter supplied logos in orientation of the logo. brand palette.
any way, including stacking the
arrow mark or using the arrow
mark standalone outside of a
marketing-approved template.
Don’t outline the logo. Don’t add gradients to the logo. Don’t mix the black and white Don’t remove the arrow from Don’t use the logo as a pattern.
Always have the logo versions together. the logo.
solid black or white.
Corporate AMD Tagline Lockup Overview
Tagline Lockup Examples
Enabling today. Enabling today. Minimum Clear Space

Inspiring tomorrow. Inspiring tomorrow. 1x
1x 1x
Enabling today. 1x
1x
Inspiring tomorrow.
Enabling today. Inspiring tomorrow. Enabling today. Inspiring tomorrow.
Black Reversed
Both versions of the externally facing logo are appropriate for any media.
The reversed logo can be used on any color (not just black).
The AMD tagline lockup needs adequate space to stand out with
confidence and clarity. The minimum clear space is measured by 1x –
NOTES:
the white square in the AMD Arrow mark. Nothing should intrude into
• Tagline may be used separately.
this specified clear space, although you can have more clear space
• Tagline should not be used as a theme or event name.
than the minimum.
• The “t” should always be lowercase.
• Typography is Klavika Regular Italic.
Tagline Lockup Usage – Don’ts
Don’t scale the tagline lockup Don’t place the tagline lockup over Don’t change the color of the tagline Don’t add gradients to the
disproportionately and don’t busy photography. lockup, even to colors within our tagline lockup.
change the orientation of the logo. brand palette.
Enabling today. Enabling today.

Enabling
Enabling
today.today. Inspiring tomorrow.
Enabling today.
Inspiring tomorrow.
Enabling today.
Inspiring
Inspiring
tomorrow.
tomorrow. Inspiring tomorrow. Inspiring tomorrow.
Inspiring tomorrow. Inspiring tomorrow.
Enabling today.
Inspiring tomorrow.
Enabling today.
Inspiring tomorrow.
Enabling today.
Enabling today.
Inspiring tomorrow.
Enabling today.
Event Name
Don’t mix the black and white Don’t remove the arrow from the Don’t use the tagline lockup as Do not create unique event or
versions together. tagline lockup. a pattern. theme lockups.
SECTION 1 / AMD BRANDING GUIDELINES / COLOR
Color
The corporate color palette is to be used in instances where product color palettes
do not apply. For product creative, the product color palette takes precedence.
In some cases it is acceptable to use a combination of a single product’s color
palette in conjunction with corporate colors. This is not a list of the only colors
that can be used in creative assets, but relevant color palette colors should be
prominent in any AMD asset. Where multiple AMD products are represented in
creative comms, e.g. on an event booth, a combination of AMD corporate and
both product color palettes can be drawn from.
SECTION 1 / AMD BRANDING GUIDELINES / COLOR
Color Palette
1. Primary Palette 2. Neutral Palette
PMS: 186 C PMS: 1595 C PMS: 7468 C PMS: Process Black PMS: N/A PMS: Cool Gray 11 C PMS: Cool Gray 8 C PMS: NA
HEX: ed1c24 HEX: f26522 HEX: 007c97 HEX: 000000 HEX: 27282b HEX: 636466 HEX: 9d9fa2 HEX: FFFFFF
C: 0 R: 237 C: 0 R: 242 C: 100 R: 0 C: 0 R: 0 C: 76 R: 39 C: 0 R: 99 C: 0 R: 157 C: 0 R: 255
M: 100 G: 28 M: 75 G: 101 M: 40 G: 124 M: 0 G: 0 M: 66 G: 40 M: 0 G: 100 M: 0 G: 159 M: 0 G: 255
Y: 100 B: 36 Y: 100 B: 34 Y: 35 B: 151 Y: 0 B: 0 Y: 56 B: 43 Y: 0 B: 102 Y: 0 B: 162 Y: 0 B: 255
K: 0 K: 0 K: 0 K: 100 K: 71 K: 75 K: 45 K: 0
The primary palette is the foundation of the color that makes up the AMD
brand. The neutral palette has been created to bring balance to the expressive
nature of the primary palette. AMD teams are encouraged to use any of these
colors when creating corporate, GTM campaigns and product creative that is
dynamic, confident and authentic. We do understand that, in certain instances,
other colors will need to be used. For those circumstances, please use your best
judgement or contact the brand team to discuss.
SECTION 1 / AMD BRANDING GUIDELINES / TYPOGRAPHY
Typography
Typography plays a pivotal role in telling the AMD story. We use an extensive
range of weights in our type to create a clearly defined hierarchy. Using this
range correctly allows us to create easily identifiable messaging that is clear
from distraction.
Core Typeface – For Use in All Languages

AMD’s corporate fonts are Klavika and Arial. Klavika is our core and primary font. Arial is our secondary font and is generally used for web text or in business applications like Word or
PowerPoint. In regions where the alphabet includes non-Roman characters, the approved fonts on the following pages may be substituted for Klavika and Arial.
Klavika Klavika Condensed
BOLD & BOLD ITALIC MEDIUM & MEDIUM ITALIC BOLD CONDENSED & BOLD CONDENSED ITALIC MEDIUM CONDENSED & MEDIUM CONDENSED ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
REGULAR & REGULAR ITALIC LIGHT & LIGHT ITALIC REGULAR CONDENSED & REGULAR CONDENSED ITALIC LIGHT CONDENSED & LIGHT CONDENSED ITALIC

Core Typeface Features
Klavika Open Type Features Klavika Character Set and Glyphs
SMALL CAPS TABULAR / REGULAR AND OLD STYLE ¢¢¢££¤¥¥¦§§©ª«¬®¯¯°±²³´µ¶¶·¸¸¹º¼»½¾¿¿ÀÀÁÁÂÂÃÃÄÄÅÅÆÆÇÇÈÈÉÉÊÊË

setting in all small caps 0123456789 - 0123456789 ËÌÌÍÍÎÎÏÏÐÐÑÑÒÒÓÓÔÔÕÕÖÖ×ØÙÙÚÚÛÜÜÝÝÞÞßssàáâäãåæçèéêëíîïðñòóôöõ÷
LIGATURE SUPPORT SMALL CAPS / PROPORTIONAL AND TABULAR øøùúûüýÿþĀĀāĂĂăĄĄąĆĆĈĈĉĊĊċČČčĎĎďĐĐđĒĒēĔĔĕĖĖėĘĘęĚĚěĜĜĝĝĞĞğğĠĠġ
ff fi fj fl ffi ffj ffl 0123456789 - 0123456789 ġĢĢģģĤĤĥĦĦħĨĨĩĪĪīĬĬĭĮĮįİııĲĲĳĴĴĵĶĶķĸĹĹĺĻĻļĽĽľĿĿŀŁŁłŃŃńŅŅņŇŇňŊŊŋŌŌōŎŎŏ
PROPORTIONAL / REGULAR AND OLD STYLE STYLISTIC ALTERNATES / (LETTER G AND AMPERSAND) ŐŐőŒŒœŔŔŕŖŖŗŘŘřŚŚśŜŜŝŞŞşŠŠšŢţŤŤťŦŦŧŨŨũŪūŬŬŭŮŮůŰŰűŲŲųŴŴŵŶŶŷ
0123456789 - 0123456789 gg &&& ŸŸŹŹźŻŻżŽžƒƒƒ˜˜˝˝ΩπẀẀẁẂẂẃẄẄẅỲỲỳ ‘’‚“”„†‡•••••••••••••
•••••••••••••••••••••••••••••••••••••••• ––––—
••••••••••••••••••••••№™℮∂∆∏∑fiflΩπ
We recommend limited use of the Klavika ampersand symbol. Spelling out “and” (i.e., “Sales and Marketing”)
is preferred.
Secondary Typeface - Arial
BOLD & BOLD ITALIC REGULAR & REGULAR ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Approved Fonts for Regions

Below are a list of approved fonts that may be substituted for specific languages.
Chinese (Simplified) - Noto Sans

Chinese (Traditional) - Noto Sans
English (US and UK) - Klavika
French - Klavika
German - Klavika
Indonesian - Arial
Japanese - Meiryo
Korean - Gulim
• NOTE: Bold to be used for titles and subtitles.
Polish - Klavika
Portuguese (Brazilian) - Klavika
Portuguese (European) - Klavika
Romanian - Klavika
Russian - Calibri
Spanish - Klavika
Thai - Tahoma
Turkish - Klavika
Vietnamese - Arial
If you are unable to use Klavika, Arial, or the other approved regional fonts,
please contact [email protected] for assistance.
Typography Best Practices
Headline Body Bullet usage
MEDIUM CONDENCED ITALIC 9PT REGULAR It is acceptable to use standard bullets as required.
Lorem Ipsum dolor Agni voluptisimin por sitios iuntem nonsece ribus, imusantem ut fugit
qui nis sit ercia simeniet oditation nossit ma qui officiatem et qui que
Any color from the corporate or product
sit amet omnia sequas. omnima sundit ad quibus doluptas ventibus mossum et atis cori cus
sequas mo iumquis ex et eaque nusande et ium.
color palettes can be used in bullets.
10PT REGULAR
LIGHT ALL CAPS
Agni voluptisimin por sitios iuntem nonsece ribus, imusantem ut NOTE:
LOREM IPSUM DOLOR fugit qui nis sit ercia simeniet oditation nossit ma qui officiatem
The triangle bullet is no longer preferred.
et qui que omnima sundit ad quibus doluptas ventibus mossum
SIT AMET OMNIA SEQUAS. et atis cori cus sequas mo iumquis ex et eaque nusande et ium
litibus quamus ressit laudam.
BOLD
10PT REGULAR CONDENSED
Lorem Ipsum dolor Agni voluptisimin por sitios iuntem nonsece ribus, imusantem ut fugit qui nis sit er-
sit amet omnia sequas. cia simeniet oditation nossit ma qui officiatem et qui que omnima sundit ad quibus
doluptas ventibus mossum et atis cori cus sequas mo iumquis ex et eaque nusande
et ium litibus quamus ressit laudam.
LIGHT / BOLD
19PT. MEDIUM CONDENSED (PULL QUOTE)
Lorem Ipsum dolor Agni voluptisimin por
sit amet omnia sequas.
Lorem Ipsum dolor sitios iuntem nonsece ribus,
sit amet omnia sequas. imusantem ut fugit qui nis
sit ercia simeniet oditation.
SECTION 1 / AMD BRANDING GUIDELINES / EMAIL SIGNATURE
Interim Email Signature

It is important that each of us, as guardians of the AMD brand, use a consistent e-mail signature, no matter the business unit or region. The signature is available in four (4) different color options from the
AMD palette. Please feel free to choose one based on personal preference or set up several to align with specific audiences or communications/marketing activities. For template downloads and step by
step instructions please visit connect.amd.com.
AMD Orange AMD Red AMD Blue AMD Neutral Gray
FIRSTNAME LASTNAME FIRSTNAME LASTNAME FIRSTNAME LASTNAME FIRSTNAME LASTNAME

Job Title | AMD Job Title | AMD Job Title | AMD Job Title | AMD
Division Name Division Name Division Name Division Name
O +(1) 555-555-5555 C +(1) 555-555-5555 O +(1) 555-555-5555 C +(1) 555-555-5555 O +(1) 555-555-5555 C +(1) 555-555-5555 O +(1) 555-555-5555 C +(1) 555-555-5555
2485 Augustine Drive, Santa Clara, CA 95054 2485 Augustine Drive, Santa Clara, CA 95054 2485 Augustine Drive, Santa Clara, CA 95054 2485 Augustine Drive, Santa Clara, CA 95054
Facebook | Twitter | amd.com Facebook | Twitter | amd.com Facebook | Twitter | amd.com Facebook | Twitter | amd.com
SECTION 1 / AMD BRANDING GUIDELINES / VIDEO GAME MARKETING
Responsible Marketing of Video Games

AMD has a strong tradition of leadership in the area of corporate responsibility,
and brings these values to our policy on the marketing of entertainment software.
In accordance with the Principles and Guidelines for Responsible Advertising
Practices established by the Entertainment Software Rating Board (ESRB) and the
Advertising Review Council (ARC), AMD has adopted the following standards for
our marketing of entertainment software.
SECTION 1 / AMD BRANDING GUIDELINES / VIDEO GAME MARKETING
Marketing of Video Games – Dos and Don’ts

When using game footage or visuals, creative teams should include the correct ratings based on advice from our partners to ensure we are properly following industry restrictions. Please consider using age
appropriate artwork depending on the outlet. Each game has different ratings so please check with the various rating boards (ESRB, PEGI, USK, etc).
We WILL: We will NOT include:

• Ensure that our advertising accurately reflects the nature and content of the product it represents and • Graphic and/or excessive depictions of violence in progress
the rating issued • Graphic and/or excessive depictions of blood and/or gore
• Create all video game marketing with a sense of responsibility toward the public • Allusions to or depictions of violent or degrading behavior toward women
• Display the appropriate game ratings as supplied to us by our gaming partner for each game we market • Allusions to or depictions of acts of sexual violence
• Graphic and/or excessive depictions of nudity or sexual situations
• References to illicit drug use and/or depictions of illicit drugs and any accompanying paraphernalia
• Glamorizing, encouraging and/or depicting the underage consumption of alcohol and/or illicit drugs
Additional information on what AMD will not include in video game advertising can be found in the complete
Principles and Guidelines for Responsible Advertising Practices at www.ESRB.com.
SECTION 1 / AMD BRANDING GUIDELINES / TAGGING VIDEO CONTENT
Tagging Video Content

All AMD video content must feature the AMD logo at the end slate shown below. The AMD logo can animate on as is in keeping with the video content, however it must resolve
as a white logo on a black background (or reversed if this fits the video better). The AMD logo should not be amended in anyway.
AMD LOGO SHOWN WITHIN A 16:9 FRAME
The AMD logo should be

sized to 20% height of
the screen frame
Reversed example
The AMD logo must be

centered within the frame
SECTION 1 / AMD BRANDING GUIDELINES / CONTACTS AND RESOURCES
AMD Contacts and Resources

For questions and brand approval, please contact [email protected].
The information presented in this document is for informational purposes only and may contain technical inaccuracies, omissions and typographical errors.
The information contained herein is subject to change and may be rendered inaccurate for many reasons, including but not limited to product and roadmap
changes, component and motherboard version changes, new model and/or product releases, product differences between differing manufacturers, software
changes, BIOS flashes, firmware upgrades, or the like. AMD assumes no obligation to update or otherwise correct or revise this information. However, AMD
reserves the right to revise this information and to make changes from time to time to the content hereof without obligation of AMD to notify any person of
such revisions or changes.
AMD MAKES NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE CONTENTS HEREOF AND ASSUMES NO RESPONSIBILITY FOR ANY INACCURACIES,
ERRORS OR OMISSIONS THAT MAY APPEAR IN THIS INFORMATION.
AMD SPECIFICALLY DISCLAIMS ANY IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR ANY PARTICULAR PURPOSE. IN NO EVENT WILL AMD BE LIABLE
TO ANY PERSON FOR ANY DIRECT, INDIRECT, SPECIAL OR OTHER CONSEQUENTIAL DAMAGES ARISING FROM THE USE OF ANY INFORMATION CONTAINED HEREIN,
EVEN IF AMD IS EXPRESSLY ADVISED OF THE POSSIBILITY OF SUCH DAMAGES.
© 2018 Advanced Micro Devices, Inc. All rights reserved. AMD, the AMD Arrow logo and combinations thereof are trademarks of Advanced Micro Devices, Inc. in
the United States and/or other jurisdictions. Other names are for informational purposes only and may be trademarks of their respective owners. PID 54040D

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SECTION 1 / AMD BRANDING GUIDELINES BACK TOTOCONTENTS

Bringing the Brand to Life

Tone of Voice Logo Tagline

We’re engineering the future. Enabling today.

Color Typography Out of date motif - DO NOT USE

THE NEXT LEVEL

Logo – All Uses Arrow Mark – Internal Only

The arrow mark stand-alone can ONLY be used on internal-facing

Logo Size and Placement

*Please note that after careful consideration, an exception to the

Logo Usage – Don’ts

Corporate AMD Tagline Lockup Overview

Tagline Lockup Examples

Enabling today. Enabling today. Minimum Clear Space

Tagline Lockup Usage – Don’ts

Enabling today. Enabling today.

1. Primary Palette 2. Neutral Palette

Core Typeface – For Use in All Languages

Klavika Klavika Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

Core Typeface Features

Klavika Open Type Features Klavika Character Set and Glyphs

SMALL CAPS TABULAR / REGULAR AND OLD STYLE ¢¢¢££¤¥¥¦§§©ª«¬®¯¯°±²³´µ¶¶·¸¸¹º¼»½¾¿¿ÀÀÁÁÂÂÃÃÄÄÅÅÆÆÇÇÈÈÉÉÊÊË

Secondary Typeface - Arial

BOLD & BOLD ITALIC REGULAR & REGULAR ITALIC

Approved Fonts for Regions

Chinese (Simplified) - Noto Sans

Typography Best Practices

Headline Body Bullet usage

Interim Email Signature

AMD Orange AMD Red AMD Blue AMD Neutral Gray

FIRSTNAME LASTNAME FIRSTNAME LASTNAME FIRSTNAME LASTNAME FIRSTNAME LASTNAME

Responsible Marketing of Video Games

Marketing of Video Games – Dos and Don’ts

We WILL: We will NOT include:

Tagging Video Content

AMD LOGO SHOWN WITHIN A 16:9 FRAME

The AMD logo should be

The AMD logo must be

AMD Contacts and Resources

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*Please note that after careful consideration, an exception to the