WD BRAND

IDENTITY STANDARDS

03/2013

CONTENTS
03 / Introduction
04 / WD as a Registered Trademark
05 / Correct Logo Usage
11 / Unacceptable Logo Usage
13 / Company Signature
14 / Product Name Usage and Category Descriptor
18 / Company Color
19 / Typography
22 / Questions

This WD Brand Identity Standards

document has been created to
define the correct use of WD
branding elements and to unite
WDs Brand identity across all
product lines. The elements covered
in this document provide the
foundation of WDs visual identity.
The WD Brand represents who we are and what we stand for. The power
of our brand in part relies on the consistent application of our core brand
identity elements across all communications and geographies.
These elements work together to position WD as bold, breakthrough,
confident and authentic. Its up to each person who creates
communication materials on behalf of the WD Brand to remain diligent
about maintaining the integrity of the brand by following these guidelines.
WD is a subsidiary of Western Digital Technologies, Inc.
The guidelines in this document address the use of the WD logo only.

WD AS A REGISTERED TRADEMARK

WD is a registered trademark of Western Digital Technologies, Inc.

The first mention of WD in a document must have the registered
trademark. When used in conjunction with product names such as
WD Blue and WD TV, trademarking WD does not apply since the
product names themselves are already trademarks. For a complete list
of copyright and trademarks, please refer to wd.com.
These guidelines follow U.S. trademark law. Where the trademark
marking requirements of a country other than the U.S. are more
stringent, the practice of that country must be followed. Generally,
the Registered Trademark [] symbol should be used in all countries
where the trademark has been registered. In all other countries, the
Trademark [] symbol should be used. If the trademark will be used
on packaging or collateral material that will be distributed in multiple
countries, with registrations in some of those countries but not in all,
the Trademark [] symbol should be used. Under no circumstances
should the Registered Trademark [] symbol be used in a country
where there is no registered trademark.

The following is the basic trademarks disclaimer to be used on printed

and online documents. Specific product names should be added as
applicable depending on the document contents.
Western Digital, WD, the WD logo, and My Book are registered
trademarks of Western Digital Technologies, Inc. in the U.S. and
other countries; My Book Live, WD 2go, and WD Photos are
trademarks of Western Digital Technologies, Inc. Other marks
may be mentioned herein that belong to other companies.
Picture shown may vary from actual product.
20xx Western Digital Technologies, Inc. All rights reserved.
If you have questions about our trademarks, please contact
us at trademarks@wdc.com.

CORRECT LOGO USAGE

The company logo shown at right is

the foundation of WDs graphic
identity system.
ENSURING CONSISTENCY
The colors and proportions of the company logo must not be altered.
Consistent usage of the mark builds recognition.
When applying the company logo, always use the reproduction
artwork supplied by WD. Do not redraw or in any way alter the
artwork. All applications of the company logo must be approved by
WDs Corporate Communications Department.

WD Logo:
Gradient PMS 301C (dark blue) to
C:76 | M:36 | Y:0 | K:0 (light blue)

WD Primary Logo

WDs Primary Logo contains a dark blue to light blue gradient

background with white WD letters, and is to be used for most
applications and graphics, both online and offline (print).

WD Alternate (reversed) Logo

WDs Alternate Logo contains a white background with blue

letters, and is to be used for applications and graphics, both
online and offline (print), in cases ONLY which legibility of the
Primary Logo is a critical issue. While this logo remains an
option for special circumstances, it is encouraged to use
the Primary Logo whenever possible.

CORRECT LOGO USAGE

AREA OF ISOLATION
Making sure that a reasonable amount of space surrounds the entire
logo enhances the presentation of the WD logo. This area, referred to
as the area of isolation, must remain clear of all graphic imagery, edges,
folds and other visual elements. The preferred area of isolation is one
full measure of the logo height expressed by the W dimension. The
absolute minimal area of isolation is one-half the measure of the W
dimension height extending from the
MINIMUM SIZES
The company logo should not be reproduced smaller than the minimum
sizes listed to the right. The limitations of various media should be
considered when placing the logonewsprint, for example, will not hold
tiny marks cleanly. The company logo must always appear crisp
and clean.

.344 inch
8.738 mm

CORRECT LOGO USAGE

LOGO REPRODUCTION
When the WD logo is used on a white or colored background, certain
standards apply to ensure the logo is prominent and visible on the page.
In the vast majority of cases, you should use the Primary Logo. While
you may use Alternate Logo for special circumstances (see next page),
it is recommended that the Primary Logo be used whenever possible.
Examples of acceptable uses are shown at right and on the following
pages.
WD Primary Logo

WD Logo
Gradient PMS 301C (dark blue) to
C:76 | M:36 | Y:0 | K:0 (light blue)

Acceptable company logo applied on a grey background.

CORRECT LOGO USAGE

LOGO REPRODUCTION
Additional examples for
acceptable placement of
the WD logo on a colored
background are shown
at right.

The WD Primary Logo is the preferred logo to be used on white, colored and black backgrounds,
which enable the blue gradient background to be clearly seen. Usage of this logo is recommended
whenever possible.

The WD Alternate Logo is for colored backgrounds that may wash out the blue gradient background
of the Primary Logo, or not visually complement it well from a color standpoint. Usage of this logo is recommended
for special circumstances only, and must be approved by WDs Corporate Communications Department.

CORRECT LOGO USAGE

ONE-COLOR LOGO APPLICATIONS

Certain executions like black and white print or promotional
items require the use of a single color logo application.
Examples include but are not limited to newsprint, embroidery,
silk screening, or pad print. One color logo options are
PMS 301C, 100% process black (K), or white.

PMS 301C

For any questions on the appropriate use of the WD

logo on these applications please contact the Corporate
Communications Department at wdbrand@wdc.com.

Western Digital Technologies, Inc.

A global leader in enterprise and
consumer markets for hard drives,
announced the opening of its new SSD
R&D Center located in Hsinchu, Taiwan.
The design center will provide WD with
additional solid state storage research
and development resources for the
next-generation of Western Digital SSD
solutions.
Hiring in Hsinchu is underway and WD is
looking for candidates with a minimum
of 7 years of experience in the following
areas: SoC Development, ASIC Design,
Hardware Design, Test and Validation
and SSD Firmware Developers.

For immediate consideration:

Please send your resume or CV
name@wdc.com
to john.kovelan@wdc.com
FRONT

SIDE

100% K

White

CORRECT LOGO USAGE

LOGO REPRODUCTION
When placing the WD logo on textured and/or photographic
backgrounds, use the Primary Logo. In instances where the Primary
Logo may get lost or is not clearly visible over the texture or photograph
being used, lighten or darken the texture or photograph beneath the
logo to enhance its visibility. Usage of the Alternate Logo over textures
or photographs is not recommended.
For any questions on appropriate use of the WD logo on textured
backgrounds please contact the Corporate Communications
Department at wdbrand@wdc.com.

10

UNACCEPTABLE LOGO USAGE

UNACCEPTABLE CONFIGURATIONS
Any deviation from the acceptable signature configurations no
matter how minor can undermine our valued company identity
and void legal protection of our registered trademarks. Therefore, no
other configuration or any variation on the logo is permitted under any
circumstances.
Examples of such variations are demonstrated to the right and on the
following pages. These examples are meant to be representative and
do not encompass all possible cases. To ensure proper application of
the WD logo, use only the artwork supplied by WD. Artwork may be
enlarged or reduced proportionately to satisfy design requirements;
however, it may in no other way be altered.

The logo must always be enlarged and reduced proportionally.

The logo cannot be screened, faded or lightened in any way

and cannot be used with a drop shadow.

The logo cannot be seen in conjunction with other

company logos.

+
The logo cannot be tilted or rotated.

11

UNACCEPTABLE LOGO USAGE

The colors of the logo must not be altered.

UNACCEPTABLE CONFIGURATIONS
Additional examples of unacceptable variations are shown at right and
on the following pages.
Additional art or marks must not be attached to the logo.

WD Caviar

The logo is not to be dropped into text as part of

running copy.
is a manufacturer of......

The logo should not be used as a headline.

introduces.....
Optatem vel eostion ea con resci nimpos corest
eossi optatquiae nobit ut as militatia solendia
conseque nossunt issitatum faccuptias res dolum
fugiandernam harchicae delia andam, quidunt
fugia ides re volupta nimperum repudipsum fugit
exeroria dolupta spisin porest ut et qui nimaiorum
doluptatur sequos doluptatem dellaccus ulluptatia
nat dolestiis doles magnatem quia quas et pa
parcidus samustr uptibus non net modit offic tet
fugit harumqui torem eos reperum faci vendit erae.

12

COMPANY SIGNATURE

The WD logo with the URL

wd.com beneath is intended
for trade show, large format and
other large environmental usages
(such as billboards, wallscapes,
event signage, etc) that contain
minimal content.
The acceptable logo lockup is shown
on this page. No other logo lockups for
WD with wd.com are acceptable.

13

PRODUCT NAME USAGE AND CATEGORY

DESCRIPTOR
CORRECT PRODUCT NAME USAGE
An important, but often over-looked aspect of marketing WD products
is using complete, and legally correct, product names. Using complete
product names fully describes the product for customers and helps
protect our valuable brand assets from becoming genericized.
Proper WD product naming dictates that the product name (example:
WD Black) be used as an adjective and is combined with the category
descriptor (example: Desktop Hard Drives) which is used as a noun.
The correct product name, WD Black Desktop Hard Drives, correctly
and fully describes the product, will be most easily understood by our
customers and protects our sub-brands.
On the following pages information how to type-set product names in
display typography situations (example: posters, trade show graphics,
print ads) and as body copy will be clarified.
For more information or any questions regarding correct product naming
contact wdbrand@wdc.com.

14

Correct

Incorrect

1. WD Blue
Notebook Hard Drives
TM

1. WD Blue
Notebook Hard Drives
TM

Incorrect because WD does not need

a registration mark since it is part of the
product name.

2. WD Black
Desktop Hard Drives

2. WD Black

3. My Book Live
Personal Cloud Storage

3. WD My Book Live
Personal Cloud Storage

TM

TM

TM

Incorrect because its not tied to a descriptor

such as Desktop Hard Drives.
M

Incorrect because WD is not part of the

product name.

4. WD RE4
Enterprise SATA Hard Drives

4. WD RE-4

5. My Passport Studio

Portable Hard Drives

5. Passport Studio

Incorrect because no hyphen is needed and

Enterprise product descriptor is missing.

Incorrect because My in product name is

missing and descriptor Portable Hard Drives
is missing.

PRODUCT NAME USAGE AND CATEGORY

DESCRIPTOR
USING HELVETICA NEUE FONTS
HELVETICA NEUE BOLD
Product titles for the product families, such as MY BOOK and
MY PASSPORT, are written in Helvetica Neue Bold in all caps.
HELVETICA NEUE LIGHT
Product titles for the product name, such as STUDIO, or FOR MAC,
are written in Helvetica Neue Light in all caps.
Helvetica Neue Roman
Helvetica Neue Roman is used in category descriptors and used in
product names such as MY BOOK, or MY PASSPORT when
knocked-out to white on a dark background.

Helvetica Neue Bold

Helvetica Neue Light

MY BOOK STUDIO

Desktop Hard Drives

Helvetica Neue Roman

Category descriptors (e.g, Desktop Hard Drives) should be placed

at 2/3 the total height of the product names, as demonstrated below:
Helvetica Neue Bold

total height

2/3 height

MY BOOK STUDIO

Desktop Hard Drives

WD BLACK

Notebook Hard Drives

Helvetica Neue Roman

15

PRODUCT NAME USAGE AND CATEGORY

DESCRIPTOR
PRODUCT NAME AND CATEGORY DESCRIPTOR USAGE
The product name is written in all caps as described on the previous
page for packaging and marketing collateral such as print ads, pull up
banners, eblasts, web banners, etc. The category name is written in title
caps when used in packaging and marketing collateral. The product
name is written in title caps and the category name is written in lower
case when used within body copy: My Book Studio desktop hard drive.

MY BOOK STUDIO

Desktop Hard Drives

Ultra-fast. All metal. Mac-ready

My Book Studio desktop hard
drives feature blazing fast USB 3.0
performance, massive capacity,
compatibility with Apple Time
Machine and password protection,
all in a premium aluminum enclosure
that complements your Mac.

16

PRODUCT NAME USAGE AND CATEGORY

DESCRIPTOR
TRADEMARK ALIGNMENT AND FONT
Trademark identification symbols should be approximately 75% smaller
in point size than their adjacent type (for the example at right, My Book
is set at 50 pt. and the is set at 12 pt.) Note this specification is simply
a guideline and all final typesets will require your designers eye when
setting these marks, especially within much smaller (body copy) and
larger (tradeshow banner) typographic situations.
You may use either the baseline shift or superscript function (or a
combination of both) to align the mark at the cap height (i.e., the
capital M and B as seen here with My Book.) Please keep in mind
that trademarks and registered symbols in body copy should never be
smaller than 2.5 pt., or 7.5 pt. when using the superscript button.
The font for all trademark symbols should be Helvetica Neue Light or
Roman as described on page 16, depending on the background color
where your final type appears.

17

CAP HEIGHT

MY BOOK STUDIO

Desktop Hard Drives

OTHER EXAMPLES:

MY BOOK FOR MAC

MY PASSPORT

MY PASSPORT EDGE
MY PASSPORT STUDIO

WD RE4
WD AV
WD AV-GP

WD BLUE
WD BLACK
WD GREEN

COMPANY COLOR

Color is at the core of creating and

expressing a mood or feeling for
the WD Brand. Color brings the
WD Brand to life. Our colors serve
to differentiate product categories,
create consistency and engage the
retail customer from a distance.
OFFICIAL COMPANY COLORS
WD Blue, as shown, is designated as the official company color. This
specific shade of blue is to be used as the color treatment of the
company logo.
COLOR REPRODUCTION
WD Blue is equivalent to PMS 301C for coated stock applications or
PMS 301U for uncoated stock applications.
Other acceptable applications for the WD logo include silver foil stamps,
blind embossed or debossed into wood, metal or glass.

18

Logo contains the bottom base color of WD Blue, PMS 301C.

WD MASTER BRAND COLORS

Logo Color

Primary Color

Accent Color

Accent Color

PMS 301 / C100 M72 Y27 K11

C100 M0 Y0 K0

C0 M0 Y0 K80

C0 M0 Y0 K0

TYPOGRAPHY

The style of typography tells a

story and is essential to expressing
our brand spirit. Helvetica Neue
has been chosen as WDs primary
communications font. Its clean,
sophisticated and neutral aesthetic
allows for varied expression without
conflicting creatively with other
visual elements.

ABC123
HELVETICA NEUE LT STD

ABCDEFGHIJKLMNO
PQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
/1234567890
19

HELVETICA NEUE LT STD 35 THIN (HEADLINES 72PT + 250PT)

ABCDEFGHIJKLMNO PQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz // 1234567890
HELVETICA NEUE LT STD 45 LIGHT (HEADLINES 48PT + 72PT)

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz // 1234567890
HELVETICA NEUE LT STD 55 ROMAN

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz // 1234567890
HELVETICA NEUE LT STD 65 MEDIUM

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz // 1234567890
HELVETICA NEUE LT STD 75 BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz // 1234567890

TYPOGRAPHY
BODY COPY
Light
Helvetica Neue Light for body copy when placed against a white
background.
Roman
Helvetica Neue Roman for body copy when against a black or dark
background.
Kerning
All body text should be set to -10 tracking which will maximize wordper-line and also create a legible read. The same kerning would apply to
oblique text.

Helvetica Neue Light, 24 pt

You dont have to think about backup everyday if

you use WDs automatic backup software...

Helvetica Neue Light, 12 pt

Helvetica Neue Light, 8 pt

You dont have to think about backup everyday if

you use WDs automatic backup software...

You dont have to think about backup everyday if you use WDs
automatic backup software...

Helvetica Neue Roman, 24 pt

You dont have to think about backup everyday if you

use WDs automatic backup software...
Helvetica Neue Roman, 12 pt
You dont have to think about backup everyday
if you use WDs automatic backup software...

TYPOGRAPHY guidelines discussed above apply to Adobe

InDesign page layout program only. Setting type in other page
layout programs will achieve a different and undesirable effect.

20

Helvetica Neue Roman, 8 pt

You dont have to think about backup everyday if you use WDs
automatic backup software...

TYPOGRAPHY
TITLES AND HEADLINES
Tracking
All tracking should be set to -10. Titles and headlines should be set
by hand to ensure that the characters are spaced appropriately. Titles
can generally be tracked tighter than body copy, usually up to as
much as -25.

TYPOGRAPHY guidelines discussed above apply to Adobe

InDesign page layout program only. Setting type in other page
layout programs will achieve a different and undesirable effect.

21

Shared storage for all your computers

Now you can store your entire familys movies,
music, photos and important files to one place
for everyone in the home to share. Just plug
the drive into your wireless router so that you
can store and access file with any PC or Mac
computer in your home.

QUESTIONS

Please direct any questions regarding these

guidelines or other corporate standards to
WDs Corporate Communications Department
at wdbrand@wdc.com.
Please visit www.wdbrand.com for additional
logo and branding guidelines documents for
WD campaigns.
www.wdbrand.com also contains
additional photography, samples, and other
downloadable marketing assets.

WD, a Western Digital Company

3355 Michelson Drive, Suite 100
Irvine, California 92612
USA

Western Digital, WD, the WD logo, My Book and My Passport registered trademarks of Western Digital Technologies, Inc.; My Book Studio, My Book Live, My Passport Edge, My Passport Studio, WD Blue,
WD Green and WD Black are trademarks of Western Digital Technologies, Inc. Other marks may be mentioned herein that belong to other companies. Not all products or capacities are available in all regions
of the world. Pictures shown may vary from actual products. 2013 Western Digital Technologies, Inc. All rights reserved.

2278-771051-A02 March 2013