AT&T

Brand Guidelines at a Glance

att.com/brand

April 2009
Table of Contents
Introduction 1 Arc System 15
Corporate Signature 2 Arc Use 16
Signature with Tagline 3 Arc Color Variations 17
Restricted Uses 4 Arc Templates 18
Clear Space 5 Correct Arc Use 19
Signature Colors 6 Incorrect Arc Use 20
Signature Incorrect Use 7 Supergraphic Configurations 21
Typography 8 Iconography 22
Tone of Voice 9 AT&T 2.0 Image Categories 23
Bringing Tone of Voice To Life 10 2.0 Photography Style 24
Color Palette 11 2.0 Photography Elements 25
Color Specifications 12 Correct and Incorrect Photography Use 26
Vibrant Color 13 Illustration Overview 27
Vibrant Color Specifications 14 Correct and Incorrect Illustration 28
Illustration Contact List 29
Product Showcase 30
Combining Photography and Illustration:
Correct and Incorrect Use 31
Customer Journey/Examples 32
AT&T Brand Center 33

AT&T Brand Guidelines at a Glance

Introduction
Welcome to the AT&T 2.0 Brand Guidelines at a Glance. This document is a basic overview of what we must do collectively to accomplish
our AT&T 2.0 goals. More detailed guidelines and additional examples are available
AT&T is evolving as a brand. With the inclusion now of a wireless business, we are on the Brand Center at att.com/brand.
interacting with our audiences in a new way. We have innovative, exciting products
and services, so we have the credibility to be more upbeat and engaging in our These guidelines will continue to evolve. We encourage you to submit suggestions
communications. or ask questions through the Brand Center Help Desk. We’re here to help.

That’s what AT&T 2.0 is about. It’s the next version of the AT&T brand, an evolution Email us at [email protected].
of “The new AT&T” that was built from the SBC–AT&T merger and integration
of BellSouth and Cingular. In this document you will see how this change affects
not only the way we communicate, in terms of tone, look and feel, but also the
fundamental message we want to establish in the customer’s mind.

AT&T Brand Guidelines at a Glance 1

Corporate Signature
The AT&T signature is the heart of our identity. It’s the first way we connect to our There are two configurations of the signature. The horizontal configuration is the
customers, and it’s imperative that we use it correctly everywhere it appears. preferred version. Use the vertical configuration when there is insufficient space to
use the horizontal configuration.
The signature has two components: the globe symbol and the AT&T logotype. These
two components are carefully drawn artwork and should never be redrawn or altered.

Globe symbol
Globe symbol
AT&T logotype
AT&T logotype

Horizontal configuration Vertical configuration

AT&T Brand Guidelines at a Glance 2

Signature with Tagline
The signature with tagline has three components: the globe symbol, the AT&T
logotype and the AT&T tagline. These signature components are carefully drawn
artwork and should never be redrawn or altered.

The signature with tagline in the horizontal configuration is the preferred version.

AT&T logotype
AT&T logotype

Globe symbol
Globe symbol AT&T tagline
AT&T tagline

Horizontal configuration Vertical configuration

AT&T Brand Guidelines at a Glance 3

Restricted Uses
There are two other versions of the AT&T signature, used only in select cases. When in
doubt, use the preferred signature.

When using these signatures, follow the same clear space, color and design system
guidelines as those for the AT&T signatures.

The out of home (OOH) signature is reserved for large formats on external applications The alternate signature has a larger AT&T logotype and is used only when visibility is
such as billboards. The OOH signature uses a larger type for better visibility. limited or reproduction methods are restricted, such as signage or sponsorship logos.
The alternate signature is available only upon request from Brand Management.

AT&T Brand Guidelines at a Glance 4

Clear Space
By leaving ample space around the signature, we make sure that it stands out.

Clear space is measured by the x-height of the logotype, shown as “x” in this exhibit.
The minimum clear space must always be 1x on all sides of the signature. When
possible, increase this amount for even more visibility.

The same clear space rules apply to all configurations and variations of the signature.

1x 1x 1x 1x 1x 1x
x
x
1x 1x
1x 1x
x

1x 1x
Signature clear space

1x 1x 1x 1x

1x 1x
x

1x 1x
The signature with tagline and “The new” clear space

AT&T Brand Guidelines at a Glance 5

Signature Colors
For greater flexibility, we have created a suite of signatures to meet various graphic Printing and other reproduction methods may require the use of one-color
needs. Refer to the Downloads section of the Brand Center. solid variations. While the gradient signature is preferred, legibility should be
your top priority.
The signature uses two variations of the globe symbol: gradient and solid. The
gradient signature is preferred and should be used whenever possible. The signatures shown here are the signatures with tagline in the horizontal
configuration. The same color variations apply to all signature configurations.

Two-color gradient signature Four-color process gradient signature One-color blue gradient signature  One-color black gradient signature

Two-color reverse gradient signature Four-color process reverse gradient One-color reverse blue gradient signature One-color reverse black gradient
signature signature

Two-color solid signature One-color solid blue signature One-color solid black signature One-color reverse black solid signature

AT&T Brand Guidelines at a Glance 6

Signature Incorrect Use
To preserve the integrity of our brand, we must use our signature correctly
and consistently in every application.

Altering, distorting or redrawing the signature in any way weakens the power
of the image and what it represents.

Do not change signature colors. Do not reposition or “flop” signature Do not distort the signature. Do not remove any element
components. from the signature.

Do not rescale signature components. Do not place the ampersand in any Do not place the signature within text. Do not add text or product
shape or holding device, or use it as names to the signature.
an independent graphic element.

Do not change the letterforms of the Do not use multiple globes or use Do not place the signature over Do not place the signature
logotype to uppercase. the globe as a graphic element. other graphic elements. against a photographic
background without 
sufficient contrast.

AT&T Brand Guidelines at a Glance 7

Typography
ClearviewATT is our primary typeface and should be used for all communications. When applied consistently across the entire range of our corporate and marketing
This typeface has been customized specifically for AT&T and is available for download communications, typography will help to unify the appearance of all AT&T materials,
on the AT&T Brand Center in OpenType format. and help our audiences to recognize and become familiar with our new brand identity.

Verdana is our secondary typeface. Use it where it is not possible to use our primary If you require a weight other than those shown here, or have questions about which
typeface, such as on the web or in PowerPoint. format to use, email [email protected].

ClearviewATT Verdana
ClearviewATT Font Family ClearviewATT Light Verdana Font Family

ClearviewATT Light ABCDEFGHIJKLMNOPQRSTUVWXYZ Verdana Regular

ClearviewATT Light Italic abcdefghijklmnopqrstuvwxyz Verdana Italic
ClearviewATT Book 1234567890 Verdana Bold
ClearviewATT Book Italic Verdana Bold Italic
ClearviewATT Book
ClearviewATT Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ Verdana Regular
ClearviewATT Bold Italic
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 abcdefghijklmnopqrstuvwxyz
1234567890
ClearviewATT Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ Verdana Bold

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 abcdefghijklmnopqrstuvwxyz
1234567890

AT&T Brand Guidelines at a Glance 8

Tone of Voice
Think of the AT&T brand as a living, breathing human being. Brand attributes make up
personality; design acts as a wardrobe; messaging defines what AT&T says.

In the same way, tone of voice reinforces this distinct personal style. It is not what
AT&T says, but how; it is about communicating in a way that is unmistakably AT&T.

Tonal attributes Experiential attributes

These core attributes work together to create a distinct tone, which we express We express these core attributes in what we offer and how we deliver, rather than
through language and style: in how we sound:

Friendly Innovative
Be welcoming. Write as if speaking. Keep your words bright, simple and familiar. The products we sell
Imagine that you are chatting with your customer over a cup of coffee.
Reliable
Energetic The service we deliver
We are full of life, bringing together enthusiasm and a sense of purpose.
Our style is dynamic, rallying, a call to action. Paint a picture with your words. Flexible
Explore the unexpected. Our open, responsive approach

Fast
Because every moment matters, we get straight to the point.

Helpful
Let’s make it easy. Show that we are there to help by sharing information with
a positive, can-do attitude. Use examples to bring messages to life, and don’t
be afraid to ask questions.

AT&T Brand Guidelines at a Glance 9

Bringing Tone of Voice to Life

Target audience Message Do say… Don’t say…

Consumer Our Quad Choice offer bundles home Go on. Have it all. AT&T Quad Choice is a comprehensive
Key concern: I need to be in touch phone, Internet, wireless voice and service bundle that meets all your
with everything that matters to me, entertainment. communication needs.
right when it matters.

Small business Connect anytime with reservationless You’re VIP here. Skip the You can connect to business contacts
Key concern: I need to be free to conferencing. anytime thanks to AT&T reservation-
work faster and smarter to ensure
line with reservationless less conferencing.
my success. conferencing.

Enterprise The AT&T Global Network Client Transform “clock in” If your enterprise needs to go mobile,
Key concern: I need to unleash the provides a seamless interface for consider the convenience of the AT&T
creativity and genius of my organization your mobile workforce.
to “click in.” Mobilize Global Network Client.
to bring greater value to our customers with the AT&T Global
and investors. Network Client.

AT&T Brand Guidelines at a Glance 10

Color Palette AT&T New Orange AT&T New Orange Highlight

Color plays a prominent role in all of our communications and is one of the
cornerstones of our graphic vocabulary. It is a visual element that quickly identifies
our design system. The colors in this palette are the only colors that may be used. AT&T Blue AT&T Blue Highlight
All the colors in the AT&T color palette are complementary — use them together
or with AT&T New Orange and AT&T Blue.
White AT&T Silver Black Primary color palette, vibrant

Primary color palette, solid

AT&T Dark Blue AT&T Dark Blue Highlight

AT&T New Orange AT&T New Orange Highlight

AT&T Green AT&T Green Highlight

AT&T Lime AT&T Lime Highlight

AT&T Blue AT&T Blue Highlight

AT&T Burgundy AT&T Burgundy Highlight

White AT&T Silver Black Primary color palette, vibrant AT&T Purple AT&T Purple Highlight

Primary color palette, solid Secondary color palette, solid Secondary color palette, vibrant

AT&T Dusty Blue AT&T Warm Gray

AT&T Dark Blue AT&T Dark Blue Highlight
AT&T Ochre AT&T Light Blue

AT&T Green AT&T Green Highlight AT&T Magenta AT&T Mint Green

AT&T Royal Blue AT&T Gold

AT&T Lime AT&T Lime Highlight
AT&T Yellow AT&T Taupe

AT&T Burgundy AT&T Burgundy Highlight AT&T Bright Green Accent color palette, level 2
Accent color palette, level 1
AT&T Purple AT&T Purple Highlight

Secondary color palette, solid Secondary color palette, vibrant

AT&T Dusty Blue AT&T Warm Gray

AT&T Ochre AT&T Light Blue

AT&T Magenta AT&T Mint Green

AT&T Royal Blue AT&T Gold

AT&T Yellow AT&T Taupe

AT&T Bright Green Accent color palette, level 2

Accent color palette, level 1 AT&T Brand Guidelines at a Glance 11
 Color Specifications
All colors in the AT&T color palettes have precise color references, shown in the
color specifications chart on this page. Always use the exact color values listed.
255/255/255
AT&T Color Spot Color Coated AT&T Color
Spot Color Uncoated CMYK RGB Hex Broadcast RGB

Primary colors Primary colors

AT&T New Orange or Pantone® 1505 C or Pantone 1505 U AT&T New 0/64/100/0
Orange 255/114/0 ff7200 255/114/0 In lieu of the colors listed here, you may use
the PANTONE® Colors cited, the standards for
Orange Highlight * * Orange 0/31/100/0
Highlight 252/179/20 fcb314 252/179/20 which can be found in the current edition of
AT&T Blue or Pantone 2925 C or Pantone 2995 U AT&T Blue 85/24/0/0 6/122/180 067ab4 6/122/180 the PANTONE formula guide. The colors shown
on this page have not been evaluated by
Blue Highlight NA NA Blue Highlight
68/20/0/0 58/165/220 3aa5dc 58/165/220
Pantone, Inc. for accuracy and may not match
the PANTONE Color Standards. Consult current
Secondary colors Secondary colors PANTONE® Publications for accurate color.
PANTONE® is the property of Pantone, Inc.
AT&T Lime or Pantone 390 C or Pantone 397 U AT&T Lime24/0/98/8 182/191/0 b6bf00 182/191/0
Lime Highlight NA NA Lime Highlight
10/0/100/8 219/216/16 dbd810 219/216/16
AT&T Green or Pantone 368 C or Pantone 375 U AT&T Green
55/0/100/0 110/187/31 6ebb1f 110/187/31
Green Highlight NA NA Green Highlight
28/0/100/0 196/216/45 c4d82d 196/216/45
AT&T Burgundy or Pantone 215 C or Pantone 220 U AT&T Burgundy
2/100/35/29 179/10/60 b30a3c 179/10/60
Burgundy Highlight NA NA Burgundy Highlight
2/90/25/8 218/56/114 da3872 218/56/114
AT&T Purple or Pantone 254 C or Pantone 254 U AT&T Purple
45/100/0/0 129/1/126 81017e 129/1/126
Purple Highlight NA NA Purple Highlight
28/82/0/0 184/80/158 b8509e 184/80/158
AT&T Dark Blue or Pantone 280 C or Pantone 280 U AT&T Dark100/74/0/33
Blue 12/37/119 0c2577 12/37/119
Dark Blue Highlight NA NA Dark Blue Highlight
85/51/0/5 2/111/179 020bb3 2/111/179

Accent colors Accent colors

AT&T Ochre or Pantone 124 C or Pantone 110 U AT&T Ochre
0/27/100/0 234/171/0 eaab00 234/171/0
AT&T Magenta or Pantone 219 C or Pantone 219 U AT&T Magenta
1/88/0/0 255/0/102 ff0066 255/0/102
AT&T Royal Blue or Pantone Reflex Blue C AT&T
or Pantone Reflex Blue U Royal100/73/0/2
Blue 0/0/102 000066 0/0/102
AT&T Yellow or Pantone Yellow C or Pantone Yellow UAT&T Yellow
0/1/100/0 255/239/0 ffef00 255/239/0
AT&T Teal or Pantone 3265 C or 3265 U AT&T Teal 76/0/38/0 0/199/178 00c7b2 0/199/178
AT&T Dusty Blue or Pantone 644 C or 644 U AT&T Dusty Blue
42/15/0/6 150/177/208 96b1d0 150/177/208
AT&T Light Blue or Pantone 5445 C or Pantone 5445 U AT&T Light8/1/0/13
Blue 188/201/214 bcc9d6 188/201/214
AT&T Mint Green or Pantone 7471 C or Pantone 7471 U AT&T Mint 28/0/14/0
Green 153/255/204 99ffcc 153/255/204
AT&T Gold or Pantone 1235 C or Pantone 1235 U AT&T Gold 0/21/91/0 255/153/0 ff9900 255/153/0
AT&T Taupe or Pantone 452 C or Pantone 452 U AT&T Taupe
24/18/42/0 204/204/102 cccc66 204/204/102
AT&T Warm Gray or Pantone Warm Gray 4 C AT&T
or Pantone Warm Gray Warm
4U Gray
0/4/9/24 204/204/153 cccc99 204/204/153

AT&T Silver (metallic) or Pantone 877 C or Pantone 877 U AT&T SilverNA

(metallic) NA NA NA
Black NA NA Black 0/0/0/100 0/0/0 000000 0/0/0
White NA NA White 0/0/0/0 255/255/255 ffffff 255/255/255
Gray NA NA Gray NA 102/102/102 666666 102/102/102

*For specifications, please download Working with Vibrant Color: A Step-by-Step Guide (PDF) on the AT&T Brand Center.
AT&T Brand Guidelines at a Glance 12
Vibrant Color
Vibrant colors are derived from the AT&T primary and secondary color palettes to
create a highlight gradient that radiates off the page. Please download Working with
Vibrant Color: A Step-by-Step Guide (PDF) for more information on constructing a
vibrant color.

The arc templates are available for download on the AT&T Brand Center. AT&T color
palettes for use on arcs and backgrounds are embedded into each arc template file.

AT&T Brand Guidelines at a Glance 13

Vibrant Color Specifications
There are precise color specifications for the vibrant colors in the AT&T primary
and secondary palettes for CMYK (process) and RGB (screen). When specifying vibrant
colors, use the color breakdowns below. Please download Working with Vibrant Color:
A Step-by-Step Guide (PDF) for more information on constructing a vibrant color.

AT&T
AT&T
New
New
Orange
Orange 0/64/100/0
0/64/100/0 0/31/100
0/31/100 255/114/0
255/114/0 252/179/20
252/179/20

AT&T
AT&T
Blue
Blue 85/24/0/0
85/24/0/0 55/18/0/0
55/18/0/0 6/122/180
6/122/180 58/165/220
58/165/220

AT&T
AT&T
Lime
Lime 24/0/98/8
24/0/98/8 26/0/100/0
26/0/100/0 182/191/0
182/191/0 219/216/16
219/216/16

AT&T
AT&T
Green
Green 55/0/100/0
55/0/100/0 32/0/100/0
32/0/100/0 110/187/31
110/187/31 196/216/45
196/216/45

AT&T
AT&T
Burgundy
Burgundy 2/100/35/29
2/100/35/29 2/92/25/8
2/92/25/8 179/10/60
179/10/60 218/56/114
218/56/114

AT&T
AT&T
Purple
Purple 45/100/0/0
45/100/0/0 30/86/0/0
30/86/0/0 129/1/126
129/1/126 184/80/158
184/80/158

AT&T
AT&T
Dark
Dark
Blue
Blue 100/74/0/33
100/74/0/33 87/50/0/4
87/50/0/4 12/37/119
12/37/119 2/111/179
2/111/179

Solid color Vibrant color Solid color Vibrant color

CMYK (process) RGB (screen)

AT&T Brand Guidelines at a Glance 14

Arc System
We use portions of the globe symbol (called arcs) as a design element. Arcs The visual below shows how the arcs were constructed. Never create your own
help give a unified look and feel to all of our applications. The arc often acts as arcs. The templates provided for download on the AT&T Brand Center come
a clear-space area, keeping the AT&T signature free of other graphic elements with arcs available for use in all types of applications. AT&T color palettes are
while providing contrast from any background imagery. embedded into each arc template file.

AT&T Brand Guidelines at a Glance 15

Arc Use
The arc system may be expanded from a two-arc format to a single arc.
When splitting the arcs, make sure that there is enough space to have a
fully recognizable single arc.

Horizontal format using two arcs Horizontal format using one arc Do not use single arc(s) meant
for use with two arcs

AT&T Brand Guidelines at a Glance 16

Arc Color Variations
Arc colors are derived from the AT&T primary and secondary color palettes. Both solid
and vibrant colors may be used with arcs. Do not use arc(s) that do not match the
background color. Transparent and white arcs may also be used with solid or vibrant
color backgrounds. White backgrounds may be used with solid or vibrant color arc(s).

Primary vibrant color arc Secondary vibrant color arc Primary solid color arc Secondary solid color arc

Primary vibrant color fill, Secondary vibrant color fill, transparent arc Primary solid color fill, Secondary solid color fill, transparent arc
transparent arc transparent arc

Primary vibrant color fill, Secondary vibrant color fill, white arc Primary solid color fill, white arc Secondary solid color fill, white arc
white arc

AT&T Brand Guidelines at a Glance 17

Arc Templates
The arc templates shown below are available for download on the AT&T Brand Center.
AT&T color palettes are embedded into each arc template file.

Vertical arc templates, letter

Horizontal arc templates, letter

Horizontal arc templates, tabloid

Vertical arc templates, standard #10

Extreme horizontal
Billboard 48’ x 14’
Vertical banners

Additional horizontal templates, tabloid

Additional extreme horizontal

AT&T Brand Guidelines at a Glance 18

Correct Arc Use
The examples below demonstrate correct use of arc(s).

Vibrant color arcs with Vibrant color background Vibrant color background Single vibrant color arc Vibrant color arcs over White arcs over image
white background with solid color arcs with white arcs over image image

AT&T Brand Guidelines at a Glance 19

Incorrect Arc Use
The examples below demonstrate incorrect use of arc(s).

Do not combine multiple Do not combine vibrant Do not combine vibrant Do not place imagery in Do not use a transparent Do not combine multiple
vibrant color arcs. color background with color arcs with solid color the arcs. vibrant arc over imagery. vibrant color arcs over
vibrant color arcs. arcs. imagery.

Do not use arc(s) that do Do not place fields of Do not use accent colors Do not overlap products
not match the background color randomly. for arcs. or silhouetted photos on
color. the top arc in two-arc
layouts.

AT&T Brand Guidelines at a Glance 20

Supergraphic Configurations
The globe symbol may be used as a supergraphic as shown in the examples below.

There are two configurations of the globe supergraphic: gradient and watermark.
Templates for these configurations are available in the Downloads section of the
Brand Center. These are the only configurations that should be used. Never create
your own versions of the supergraphic.

Gradient supergraphic in 18% opacity of white on 18% opacity of white on 18% tint of AT&T Blue or
full color AT&T New Orange vibrant  AT&T Blue vibrant or solid black on a white background
or solid color background color background

Do not place text over Do not change the color Do not place the gradient Do not use the watermark Do not use unapproved Do not use the watermark
a supergraphic. of the gradient supergraphic. supergraphic against a supergraphic in accent colors. supergraphic sizes and supergraphic over imagery.
vibrant background. croppings.

AT&T Brand Guidelines at a Glance 21

Iconography
Category icons represent the various AT&T services and products. There are four Icons can be any AT&T primary or secondary color. The below icons are identification
main category icons: Wireless Services, Internet Services, Phone Services and icons and are to be used for marketing and sales purposes.
Advanced TV Services.

Feature icons represent the various features associated within an AT&T product/
service. Use these icons to show special characteristics of an AT&T product/service,
but do not use them to represent the AT&T product/service.

Only
share faster
With Wireless Services, Advanced TV and Do not use the glass
Internet, AT&T brings you the connections bead holding shape as
Advanced Internet Phone Wireless
you need when you need them. a graphic violator.
TV Services Services Services Services

Category icons (high-level service groups)

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Mail Instant Messaging Text Messaging Email Fax Correct use of category and feature icons

Feature icons (a key component of an AT&T offer)

AT&T Brand Guidelines at a Glance 22

AT&T 2.0 Image Categories
The AT&T 2.0 imagery style isn’t posed; it’s uniquely angled to capture today’s
customers and show how AT&T benefits them every day. It should be influenced
by the latest in film, music and print to stay relevant.

Photography
Residential and business:
Engaging people “living the moment”

Illustration
Combining product, photography and illustration as a
secondary element or expression of the sales piece

Product Display
Showing product on its own, with photography
and with illustration

AT&T Brand Guidelines at a Glance 23

2.0 Photography Style
The AT&T 2.0 photography style isn’t posed; it’s uniquely angled to capture today’s
customers and show how AT&T benefits them every day. It should be influenced by
the latest in film, music and print to stay relevant.

AT&T Brand Guidelines at a Glance 24

2.0 Photography Elements
2.0 photography contains a wider range of tonal values — darker darks and lighter
lights — creating more dramatic subject matter. Cropping and positioning offer unique
angles to tell stories. When possible, include an element of orange in each image.

Wide tonal range Unique angles Element of orange (when possible)

AT&T Brand Guidelines at a Glance 25

Correct and Incorrect Photography Use

Captures an idea in an expressive and Contains wide tonal range with vibrant Captures the energy of the moment Is current and active
unique way colors and is fun, celebratory, casual in a candid manner
and inviting

Should not be posed and predictable Should not be posed or forced Should not be posed or forced Should not be unconvincing or staged
Should not be high-end or high class Should not be cluttered and unfocused
Should not be flat or have muted colors

AT&T Brand Guidelines at a Glance 26

Illustration Overview
2.0 illustration captures the energy and spontaneity of modern culture. It is based
on an ever-evolving look and feel influenced by the latest in film, music and print. To
obtain illustrations, please go to AT&T Brand Center. You may also purchase or design
your own illustration.

Energetic with textural and subtle detail Bold color with expressive elements Unique and contemporary

AT&T Brand Guidelines at a Glance 27

Correct and Incorrect Illustration
Select images that strike a balance between the style and content.

Use flat, bold color when capturing people Use bold color with expressive elements Use unique and contemporary styles
and materials

Do not use realistically illustrated people Do not use cartoon, comic book or retro Do not use clip art, common or dated styles
posed with products styles

AT&T Brand Guidelines at a Glance 28

Illustration Contact List
The following illustrators capture the new AT&T image style. Contact them
for use of illustration or to commission one-of-a-kind art.

Talent: Joshua Davis Talent: Kristian Russell Talent: Mio Matsumoto Talent: Stina Persson
Contact: joshuadavis.com Contact: art-dept.com Contact: miomatsumoto.com Contact: cwc-i.com

Talent: 500GLS Talent: Bonsai Talent: Kev Speck

Contact: art-dept.com Contact: bonsaiorganics.com Contact: kevspeck.com

AT&T Brand Guidelines at a Glance 29

Product Showcase
Color, angles, scale, photography and illustration can all be used to capture the new
energy and innovation from AT&T.

Creative angles and cropping Cast reflections Scale and multiple angles

Product overlapping arcs Combined with Illustration Combined with photography

AT&T Brand Guidelines at a Glance 30

Combining Photography and Illustration:
Correct and Incorrect Use
Portrait, camera-facing photography may be used in the AT&T 2.0 system.
Camera-facing photography should always be silhouetted, in focus, used on
an orange background and/or combined with illustration.

Use silhouetted photography with product Use camera-facing silhouettes with Silhouettes should be sharp and in focus,
and illustration. illustration. placed on vibrant color.

Do not use full, non-silhouetted images Do not use silhouettes without the presence of Do not use out-of-focus silhouettes or place
with illustration. a vibrant color, illustration and/or products. silhouettes on additional photography.

AT&T Brand Guidelines at a Glance 31

Customer Journey/Examples

Advertising Engagement Purchase Selection Product Engagement

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sit amet $60, uit consectetuer nam fringilla etaiam
consectetuer adipiscing elit. Nam fringilla. Etiam

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$ Dolor sit amet eiut
consectetuer
adipiscing elit. Nam
Dolor sit amet $90, consectetuer nam
fringilla etaiam adipiscing elit. Nam
fringilla. Etiam vitae dui.

$
7999
Amet cpmseit, Consectetuer nam fringilla etaiam
consectetuer adipiscing elit. Nam fringilla. Etiam

Web banners
adipiscing elit. Nam vitae dui.

att.com/loremdor Start-up animation

Out of home Product brochures

share faster
Lorem ipsum dolor sit amet, ipsum
est consectetuer adipiscing elit.

it’s just
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that easy
here’s the the big
lowdown on the easy
best phones, Lorem ipsum dolor sit amet, consectetuer adipiscing elit,

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sed diam nonummy nibh euismod tincidunt ut lorem.

Magna Aliguam: Nonummy nibh:

- Ipsum dolor sit amet, - Aliquam erat volutpat.
consectetuer adipiscing. Ut wisi enim ad minim
- Elit, sed diam nonummy. veniam, quis nostrud.
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Direct mail Website Service brochures Digital services

AT&T Brand Guidelines at a Glance 32

AT&T Brand Center
If you have questions about these guidelines, contact the AT&T Brand Center Help
Desk. Go to the website att.com/brand, click “Help” on the home page and then click
on “Submit a Question.”

att.com/brand
[email protected]

©2008 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.

AT&T Brand Guidelines at a Glance 33