Brand_Book_V_R1_03b

TM

3.4 BRAND IDENTITY

Implementing the proofpoint brand program

Our branding is essential to the

Proofpoint experience. It defines

who we are, the solutions we

offer, and the commitment to

innovation we uphold. This document serves as a comprehensive guide to help us
articulate, express, and evaluate the Proofpoint brand. Designed
for key stakeholders, partners, vendors, and employees
across the Proofpoint ecosystem, this document gives detailed
instructions on how to speak with one voice. It is the verbal
and visual expression of our brand. And by communicating
with a clear, strong voice and maintaining a consistent visual
identity, we can retain customers, attract new audiences, and
extend a competitive advantage in the marketplace. With a
firm dedication to our brand identity, you will help preserve
the highest standards of excellence, which reflect Proofpoint’s
commitment to developing innovative products and solutions.

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3.4 BRAND IDENTITY

1.0 BRAND STRATEGY 2.0 Brand Identity 3.0 Visual Style 4.0 BRAND CENTRAL

1.1 Brand positioning 2.1 Corporate Logo: Elements 3.1 Putting It All Together: Overview 4.1 Assets
1.2 Key Messaging Corporate Logo: Size 4.2 Conatct
1.3 Voice and Tone / Exclusive Zone 3.2 Constructing Photography
1.4 Brand Attibutes Corporate Logo: Proprietary to the Proofpoint Brand Information
Background Control
Corporate Logo: Misuse 3.3 Formulating Our Photography
Corporate Logo:
Co-Branded Logo 3.4 Style with Typography

2.2 Color Palette: Primary 3.5 Implementing Photography

and Secondary Colors 3.6 Gallery: Application Examples

2.3 Typography 3.7 Print Applications
Print Advertising
2.4 Grid System Out-of-Home Advertising
Brochure
2.5 Photography: Photo Use Datasheet
White Paper
2.6 Photography: Photo Misuse Research Report
Business System
2.7 Graphic Elements:
3.8 Digital Applications
2.8 Use of line artwork Website
Email Template
Landing Page Template
Online Banner Ad

3.9 Exhibition Applications
Tradeshow
Banners
Promotional Items
Apparel

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01 Brand strategy

Brand positioning
Key Messaging
Voice and Tone
Brand Attibutes

1.1 BRAND STRATEGY Today’s successful company is a complex organism comprised of constantly
shifting information, infrastructures, and environments. And regardless of
brandWelcome: industry or size, its people, data, and brand reputation are its most valuable
Story resources. Proofpoint is the next-generation cyber security company that
successfully defends these vital elements from advanced threats and
10 BRAND BOOK VERSION 1 | 2016 compliance risks. With visibility into the evolving threat landscape, we reduce
exposure with proven solutions for the daily fulcrums of productivity—inbound
email security, outbound data loss prevention, privacy protection, email
encryption, electronic discovery, and email archiving.

We do this through comprehensive protection throughout the employee
platform, environment, and device spectrum. Collaborating closely with
customers, we defend their people, the information they create, and their
brand from advanced attacks through email, mobile apps, and social media.
No matter where they are, on and off premises. Proofpoint uses advanced
analytics and a fast adapt-and-deploy cloud architecture to help ensure the
things that keep business moving are secure. And should something bad get
through, we enable instant response, providing insight and tools to orchestrate
a remediation process that’s simple, fast, and prioritized.

Since our inception, our focus has been on advanced threat detection and
prevention and the mitigation of compliance risks. Today, we do it for more than
half the Fortune 100. We are proven, reliable, scalable, and effective. This is
only possible through a powerful combination of innovative cloud technology,
advanced analytics, a proven suite of solutions for the way people work today,
and a culture dedicated to customer success. Proofpoint is the leader in
proven cyber security solutions that defend people, data, and brands from
advanced threats and compliance risks.

BRAND BOOK VERSION 1 | 2016 11

3.4 BRAND IDENTITY BRAND BOOK VERSION 1 | 2016 13

BRAND POSITIONING: STATEMENT

Proofpoint is the next-generation cyber security company
designed to protect today’s organizations most valuable
resources. We use advanced analytics and a fast adapt-
and-deploy cloud architecture to defend people, data,
and brands from advanced threats and compliance risks
where they’re most vulnerable—email, mobile apps, and
social media. This is only possible through deep insight
into evolving security risks, proven solutions designed for
the way people work today, and a culture dedicated to
going the extra mile for customers. Proofpoint is the leader
in defending people, data, and brands from advanced
threats andcompliance risks with cyber security solutions
that work.

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02 Brand Identity

Corporate Logo
Color Palette
Typography
Grid System
Photography
Graphic Elements

2.1 BRAND IDENTITY TM

CORPORATE LOGO 1 inch
Minimum Size
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nibh ultricies vehicula ut id elit. Nullam quis risus eget urna mollis ornare vel eu BRAND BOOK VERSION 1 | 2016 25
leo. Donec ullamcorper nulla non metus auctor fringilla. Donec sed odio dui.
Aenean lacinia bibendum nulla sed consectetur. Donec ullamcorper nulla non
metus auctor fringilla. Donec sed odio dui. Nullam id dolor id nibh ultricies
vehicula ut id elit. Cras mattis consectetur purus sit amet fermentum.
Curabitur blandit tempus porttitor. Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Maecenas faucibus mollis interdum. Praesent commodo
cursus magna, vel scelerisque nisl consectetur et. Morbi leo risus, porta ac
consectetur ac, vestibulum at eros. Sed posuere consectetur est at lobortis.
Etiam porta sem malesuada magna mollis euismod. Praesent commodo
cursus magna, vel scelerisque nisl consectetur et. Donec id elit non mi porta
gravida at eget metus. Praesent commodo cursus magna, vel scelerisque nisl
consectetur et. Cum sociis natoque penatibus et magnis dis parturient montes,
nascetur ridiculus mus.

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3.4 BRAND IDENTITY BACKGROUND CONTROL

CLEAR SPACE Morbi leo risus, porta ac consectetur ac, vestibulum at eros. Nullam id dolor id
nibh ultricies vehicula ut id elit. Nullam quis risus eget urna mollis ornare vel eu
Morbi leo risus, porta ac consectetur ac, vestibulum at eros. Nullam id dolor id leo. Donec ullamcorper nulla non metus auctor fringilla. Donec sed odio dui.
nibh ultricies vehicula ut id elit. Nullam quis risus eget urna mollis ornare vel eu
leo. Donec ullamcorper nulla non metus auctor fringilla. Donec sed odio dui. Morbi leo risus, porta ac consectetur ac,
vestibulum at eros. Nullam id dolor id nibh
Donec sed odio dui. Maecenas faucibus mollis interdum. Donec ullamcorper nulla non ultricies vehicula ut id elit. Nullam quis
metus auctor fringilla. Vivamus sagittis lacus vel augue laoreet rutrum faucibus dolor risus eget urna mollis ornare vel eu leo.
auctor. Maecenas sed diam eget risus varius blandit sit amet non magna.
Morbi leo risus, porta ac consectetur ac,
vestibulum at eros. Nullam id dolor id nibh
ultricies vehicula ut id elit. Nullam quis
risus eget urna mollis ornare vel eu leo.

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2.2 BRAND IDENTITY SECONDARY PALETTE

PRIMARY PALETTE Morbi leo risus, porta ac consectetur ac, vestibulum at eros. Nullam id dolor id
nibh ultricies vehicula ut id elit. Nullam quis risus eget urna mollis ornare vel eu
Morbi leo risus, porta ac consectetur ac, vestibulum at eros. Nullam id dolor id leo. Donec ullamcorper nulla non metus auctor fringilla. Donec sed odio dui.
nibh ultricies vehicula ut id elit. Nullam quis risus eget urna mollis ornare vel eu
leo. Donec ullamcorper nulla non metus auctor fringilla. Donec sed odio dui. PANTONE XXXC
R:249 G:237 B:211
PANTONE XXXC C:2 M:5 Y:18 K:0
R:108 G:175 B:148 #F9EDD3
C:60 M:13 Y:50 K:0
#6CAF94 PANTONE XXXC
R:99 G:174 B:230
PANTONE 292 C C:57 M:18 Y:0 K:0
R:81 G:120 B:141 #63AEE6
C:73 M:45 Y:33 K:6
#51788D PANTONE XXXC
R:140 G:33 B:30
PANTONE XXXC C:28 M:97 Y:98 K:30
R:182 G:177 B:151 #8C211E
C:30 M:25 Y:42 K:0
#B6B197 PANTONE XXXC
R:102 G:101 B:108
PANTONE 158 C C:60 M:53 Y:45 K:20
R:244 G:119 B:53 #66656C
C:0 M:66 Y:88 K:0
#F47735 BRAND BOOK VERSION 1 | 2016 29

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2.3 BRAND IDENTITY

TYPOGRAPHY

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nibh ultricies vehicula ut id elit. Nullam quis risus eget urna mollis ornare vel eu
leo. Donec ullamcorper nulla non metus auctor fringilla. Donec sed odio dui.

Triple Threat Intelligence
where you need it most.

Email. Mobile. Social.

PRIMARY SECONDARY

Bebas Neue SWISS 721

Bold & Regular LIGHT, ROMAN, MEDIUM,
BOLD & CONDENSED

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vestibulum at eros. Nullam id dolor id nibh vestibulum at eros. Nullam id dolor id nibh
ultricies vehicula ut id elit. Nullam quis ultricies vehicula ut id elit. Nullam quis
risus eget urna mollis ornare vel eu leo. risus eget urna mollis ornare vel eu leo.

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3.4 BRAND IDENTITY PORTRAIT PHOTOGRAPHY

VISUAL STORY TELLING The protection that Proofpoint provides should also be reflected in the type o f
imagery used.
Praesent commodo cursus
magna, vel scelerisque nisl As a primary photographic style, images should be treated with a contrast
consectetur et. Cras justo light effect. The lighting should visually put focus on the photographic subject
and make the background irrelevant. This illustrates how Proofpoint’s security
32 BRAND BOOK VERSION 1 | o2d0i1o6, dapibus ac facilisis in, is focused on people, data and the brand. Apart from being treated with the
graphic effect, all images should be editorial in style and well lit.
egestas eget quam.
Integer posuere erat a ante venenatis dapibus posuere velit aliquet. Aenean
eu leo quam. Pellentesque ornare sem lacinia quam venenatis vestibulum.
Fusce dapibus, tellus ac cursus commodo, tortor mauris condimentum nibh,
ut fermentum massa justo sit amet risus. Cras justo odio, dapibus ac facilisis
in, egestas eget quam. Morbi leo risus, porta ac consectetur ac, vestibulum at
eros. Praesent commodo cursus magna, vel scelerisque nisl consectetur et.
Fusce dapibus, tellus ac cursus commodo, tortor mauris condimentum nibh, ut
fermentum massa justo sit amet risus.

BRAND BOOK VERSION 1 | 2016 33

3.4 BRAND IDENTITY Morbi leo risus, porta ac consectetur ac, vestibulum at eros. Nullam id dolor id nibh ultricies
vehicula ut id elit. Nullam quis risus eget urna mollis ornare vel eu leo. Donec ullamcorper
GROUP PHOTOGRAPHY nulla non metus auctor fringilla. Donec sed odio dui.

Morbi leo risus, porta ac consectetur ac, vestibulum at eros. Nullam id dolor id
nibh ultricies vehicula ut id elit. Nullam quis risus eget urna mollis ornare vel eu
leo. Donec ullamcorper nulla non metus auctor fringilla. Donec sed odio dui.

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3.4 BRAND IDENTITY

ICONOGRAPHY

Morbi leo risus, porta ac consectetur ac, vestibulum at eros. Nullam id dolor id
nibh ultricies vehicula ut id elit. Nullam quis risus eget urna mollis ornare vel eu
leo. Donec ullamcorper nulla non metus auctor fringilla. Donec sed odio dui.

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3.4 BRAND IDENTITY Vectors can also be cropped and applied in photography or as secondary graphics to
demonstrate how people, data and reputation are secure everywhere.To create a more
GRAPHIC ELEMENTS complex graphic you can layer the graphics and rotate

Graphics should convey a sense of the protection that Proofpoint provides people and
the data they create. Vectors can be applied in photography or as standalone graphics to
demonstrate how people, data and reputation are secure everywhere.

Praesent commodo cursus Praesent commodo cursus Praesent commodo cursus Praesent commodo cursus Praesent commodo cursus Praesent commodo cursus
magna, vel scelerisque nisl magna, vel scelerisque nisl magna, vel scelerisque nisl magna, vel scelerisque nisl magna, vel scelerisque nisl magna, vel scelerisque nisl
consectetur et. consectetur et. consectetur et. consectetur et. consectetur et. consectetur et.

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03 Visual Style

Putting It All Together
Constructing Photography
Formulating Our Photography
Style with Typography
Implementing Photography
Gallery: Application Examples
Print Applications
Digital Applications
Exhibition Applications

3.1 VISUAL STYLE BRAND BOOK VERSION 1 | 2016 43

PUTTING IT ALL TOGETHER

Morbi leo risus, porta ac consectetur ac, vestibulum at eros. Nullam id dolor id
nibh ultricies vehicula ut id elit. Nullam quis risus eget urna mollis ornare vel eu
leo. Donec ullamcorper nulla non metus auctor fringilla. Donec sed odio dui.
Aenean lacinia bibendum nulla sed consectetur. Donec ullamcorper nulla non
metus auctor fringilla. Donec sed odio dui. Nullam id dolor id nibh ultricies
vehicula ut id elit. Cras mattis consectetur purus sit amet fermentum.
Curabitur blandit tempus porttitor. Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Maecenas faucibus mollis interdum. Praesent commodo
cursus magna, vel scelerisque nisl consectetur et. Morbi leo risus, porta ac
consectetur ac, vestibulum at eros. Sed posuere consectetur est at lobortis.
Etiam porta sem malesuada magna mollis euismod. Praesent commodo
cursus magna, vel scelerisque nisl consectetur et. Donec id elit non mi porta
gravida at eget metus. Praesent commodo cursus magna, vel scelerisque nisl
consectetur et. Cum sociis natoque penatibus et magnis dis parturient montes,
nascetur ridiculus mus.

42 BRAND BOOK VERSION 1 | 2016

3.4 BRAND IDENTITY

GRAPHIC ELEMENTS

Graphics should convey a sense of the protection that Proofpoint provides people and
the data they create. Vectors can be applied in photography or as standalone graphics to
demonstrate how people, data and reputation are secure everywhere.

TREATED PHOTO TYPE TYPE CLIPPING MASK TREATED PHOTO AT 30% COLOR OVERLAY BEHIND TYPE PATTERN BEHIND TYPE

Morbi leo risus, porta ac Morbi leo risus, porta ac Morbi leo risus, porta ac Morbi leo risus, porta ac Morbi leo risus, porta ac Morbi leo risus, porta ac
consec ac, vestibulum at consec ac, vestibulum at consec ac, vestibulum at consec ac, vestibulum at consec ac, vestibulum at consec ac, vestibulum at
eros. Nullam id dolor id eros. Nullam id dolor id eros. Nullam id dolor id eros. Nullam id dolor id eros. Nullam id dolor id eros. Nullam id dolor id
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3.1 VISUAL STYLE BRAND BOOK VERSION 1 | 2016 47

PRINT APPLICATIONS

Morbi leo risus, porta ac consectetur ac, vestibulum at eros. Nullam id dolor id
nibh ultricies vehicula ut id elit. Nullam quis risus eget urna mollis ornare vel eu
leo. Donec ullamcorper nulla non metus auctor fringilla. Donec sed odio dui.
Aenean lacinia bibendum nulla sed consectetur. Donec ullamcorper nulla non
metus auctor fringilla. Donec sed odio dui. Nullam id dolor id nibh ultricies
vehicula ut id elit. Cras mattis consectetur purus sit amet fermentum.
Curabitur blandit tempus porttitor. Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Maecenas faucibus mollis interdum. Praesent commodo
cursus magna, vel scelerisque nisl consectetur et. Morbi leo risus, porta ac
consectetur ac, vestibulum at eros. Sed posuere consectetur est at lobortis.
Etiam porta sem malesuada magna mollis euismod. Praesent commodo
cursus magna, vel scelerisque nisl consectetur et. Donec id elit non mi porta
gravida at eget metus. Praesent commodo cursus magna, vel scelerisque nisl
consectetur et. Cum sociis natoque penatibus et magnis dis parturient montes,
nascetur ridiculus mus.

46 BRAND BOOK VERSION 1 | 2016

3.4 BRAND IDENTITY

PRINT ADVERTISEMENT

Morbi leo risus, porta ac consectetur ac, vestibulum at eros. Nullam id dolor id
nibh ultricies vehicula ut id elit. Nullam quis risus eget urna mollis ornare vel eu
leo. Donec ullamcorper nulla non metus auctor fringilla.

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3.4 BRAND IDENTITY

OUT-OF-HOME ADVERTISEMENT

Morbi leo risus, porta ac consectetur ac, vestibulum at eros. Nullam id dolor id
nibh ultricies vehicula ut id elit. Nullam quis risus eget urna mollis ornare vel eu
leo. Donec ullamcorper nulla non metus auctor fringilla.

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3.4 BRAND IDENTITY BRAND BOOK VERSION 1 | 2016 55

DIGITAL APPLICATIONS

Morbi leo risus, porta ac consectetur ac, vestibulum at eros. Nullam id dolor
id nibh ultricies vehicula ut id elit. Nullam quis risus eget urna mollis ornare
vel eu leo. Donec ullamcorper nulla non metus auctor fringilla. Donec sed
odio dui. Nulla vitae elit libero, a pharetra augue. Praesent commodo cursus
magna, vel scelerisque nisl consectetur et. Aenean lacinia bibendum nulla sed
consectetur. Morbi leo risus, porta ac consectetur ac, vestibulum at eros.
Etiam porta sem malesuada magna mollis euismod. Cum sociis natoque
penatibus et magnis dis parturient montes, nascetur ridiculus mus. Vestibulum
id ligula porta felis euismod semper. Cum sociis natoque penatibus et magnis
dis parturient montes, nascetur ridiculus mus. Nulla vitae elit libero, a pharetra.

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