Consumer product portfolio. Marketing CookBook

Transcription

1 Consumer product portfolio Marketing CookBook

2 CONTENTS INTRODUCTION F-Secure consumer identity overview Colors and patterns Typography PRODUCTS Identity, examples of marketing execution SAFE FREEDOME VPN TOTAL SENSE

3 THE F-SECURE BRAND: CONSUMER IDENTITY While the F-Secure corporate identity is the red theme in terms of color, the consumer brand identity and products look and feel is built around a bright blue. Otherwise, the same rules apply: clean design, placing content first and favoring light backgrounds helps bring the cyber security angle alive in our blue-hearted environment. 3

4 COLORS Primary colours The consumer products look and feel is built around the traditional blue, which is, more or less, part of the consumer business visual DNA. Secondary colours 426 C 0 / 0 / 0 / / 64 / 66 # PMS CMYK RGB HEX 299 C 65 / 9 / 0 / 0 0 / 186 / 255 #00BAFF choose by case 0 / 0 / 0 / / 255 / 255 #FFFFFF 7442 C 55 / 75 / 0 / / 51 / 255 #AB33FF 803 C 0 / 5 / 100 / / 237 / 0 #FFED00 PMS 199 C 0 / 100 / 75 / / 51 / 52 #FF C 62 / 0 / 52 / 0 0 / 237 / 171 #00EDAB Cool Gray 5 C 13 / 9 / 10 / / 191 / 191 #EDEDED 433 C 3 / 3 / 3 / / 60 / 60 #3C3C3C Black C 0 / 0 / 0 / / 0 / 0 # PATTERNS One of the main key elements in F-Secure visuals are patterns. Patterns are used on all visual materials to create a feeling of space and quality. Patterns should be used as backgrounds on large surfaces. Design on top of a pattern should be kept clean and simple. Primary F-Secure pattern Colored, product specific patterns User interface inherited general patterns FREEDOME VPN SAFE TOTAL 4

5 TYPOGRAPHY: PRODUCT NAME The main typography font for all media is F-Secure Sans (and its different styles). When it s not possible to use it, there s a backup font (Arial). F-Secure Sans Medium F-Secure PRODUCT NAME F-Secure Sans Bold TYPOGRAPHY: PRODUCT NAME WITH SLOGAN Headline f-secure sans headline Tracking: -50 pt Leading: 65% of the font size Sub-headline F-Secure Sans Light F-SECURE SANS LIGHT Tracking: 10 pt Subheadlines can be used lower or upper case. Body Text F-Secure Sans Regular Tracking: 10 pt f-secure Freedome vpn change your virtual location f-secure Freedome vpn Protect your privacy and access blocked content. 5

6 The products 6

7 OUR PORTFOLIO F-Secure consumer products offer the award-winning protection for all devices and ensure privacy online. Our core products are presented in this document. F-Secure SAFE Protect all your devices (PCs, tablets, smartphones and Macs) with one service Quick and easy for you to install Stay safe from online threats F-Secure FREEDOME VPN Block intrusive tracking to protect your privacy and browse faster Access blocked content by changing your virtual location Connect safely to any public Wi-Fi with an encrypted connection F-Secure TOTAL Complete protection for online safety and privacy Protect all your devices against viruses and online threats Surf the web anonymously and access blocked content F-Secure SENSE Secure all connected things in your home IoT protection for now and in the future Protection on the go for Windows and Android devices 7

8 Main features: F-Secure SAFE Internet security for all devices Virus protection Browsing and banking protection Network protection Parental control Internet security for PCs, Macs, smartphones and tablets F-Secure SAFE is built to protect you in the online world. We want you to enjoy life without worrying explore the internet, enjoy online shopping, watch videos, listen to music, communicate with your family and friends and let F-Secure SAFE keep you protected. Our award-winning security looks out for you and the people close to you, on every device, all the time. F-Secure SAFE is also available for small businesses. f-secure.com/safe Product boxshot 8

9 SAFE: VISUAL ELEMENTS App icon Logotype F-Secure SAFE F-Secure Sans Medium F-Secure Sans Bold Although individual elements, logo can be combined with the app icon. Device images Device images showing the app UI are, beside boxshots, most diversely and widely used elements in SAFE and F-Secure product marketing. Device combinations vary depending on the context. Feature icons Each SAFE feature has been visualized into icon. Icons are used across consumer marketing touchpoints. Color theme & patterns SAFE visual marketing follows the F-Secure consumer blue / light grey theme in colors. Photos Photos portray primarily F-Secure users and highlight devices (UI) in use. 9

10 SAFE: EXAMPLES OF DIGITAL MARKETING Product page Social media banners Banners Focus on the features and key value propositions for the customer through feature icons. Usually consists the product box shot or a lifestyle / UI photo. Usually consists the product box shot, devices or a lifestyle / UI photo combined with call to action button. 10

11 SAFE: EXAMPLES OF PRINT MARKETING Retail box One-sided sales sheet A4 poster for a summer campaign 11

12 Main features: F-Secure FREEDOME VPN Wi-Fi security Encrypted connection Safe browsing Access blocked content Online privacy and Wi-Fi security Protect your privacy. Access blocked content. F-Secure Freedome VPN was made with a simple goal in mind: to make a powerful privacy and security app that is incredibly easy to use. Push one button and you can connect safely to any public Wi-Fi, block malicious sites and effortlessly get around geo-blocks to access the content you want to see. f-secure.com/freedome Product boxshot 12

13 FREEDOME: VISUAL ELEMENTS App icon Logotype F-Secure FREEDOME VPN F-Secure Sans Medium F-Secure Sans Bold Although separate elements, logo can be combined with the app icon. Device images Device images showing the app UI are the most diversely & widely used elements in FREEDOME VPN marketing. Device combinations vary depending on the context. Feature icons Each FREEDOME VPN feature has its own icon. Icons are used in retail material, packages and consumer web pages. Photos Photos portray primarily F-Secure users and highlight devices (UI) in use. Color theme & patterns FREEDOME VPN visual marketing follows the F-Secure consumer blue / light grey theme in colors. 13

14 FREEDOME: EXAMPLES OF DIGITAL MARKETING Banners Usually consists of devices or a lifestyle / UI photo combined with call to action button. Web page Campaign page 14

15 FREEDOME: EXAMPLES OF PRINT MARKETING VIP card Product box A4 flyer A5 flyer 15

16 Main features: F-Secure TOTAL Internet security and VPN for all devices Virus protection Browsing and banking protection VPN Virtual Private Network Wi-Fi security Internet security and VPN for PCs, Macs, smartphones and tablets F Secure TOTAL combines the award-winning security of SAFE and the easy-to-use privacy app FREEDOME VPN into one subscription. This gives the user complete security and privacy on all their devices. f-secure.com/total Product boxshot 16

17 TOTAL: VISUAL ELEMENTS App icon Logotype F-Secure TOTAL F-Secure Sans Medium F-Secure Sans Bold Generic app icon can be used used in marketing, and logo can be combined with the app icon. Device images Device images showing the app UI are, beside boxshots, most diversely & widely used elements in TOTAL and F-Secure consumer product marketing. Feature icons Each TOTAL feature has been visualized into icon. Icons are used across consumer marketing touchpoints. Color theme & patterns TOTAL visual marketing follows the F-Secure consumer blue / light grey theme in colors. Photos Photos portray primarily F-Secure users and highlight devices (UI) in use. 17

18 TOTAL: EXAMPLES OF DIGITAL MARKETING Product page Focus on the features and key value propositions for the customer through feature icons. Banners Usually consists the product box shot, devices or a lifestyle / UI photo combined with call to action button. 18

19 TOTAL: EXAMPLES OF PRINT MARKETING Poster Rollup Keyboard talker Wobbler Table-popup 19

20 F-Secure SENSE The missing piece of your connected home Three-layer protection: SECURITY ROUTER The SENSE router secures your entire home network, protecting every connected thing from online threats. SECURE APP The SENSE app both manages your home network and protects your devices, even on the go. Security router & advanced security app Easily secure every connected thing in your home using one device, now and in the future. F-Secure SENSE is the combination of a security router, an advanced security app and industry-leading cloud protection. CLOUD PROTECTION Our industry-leading security cloud monitors your network for threats in real time. 20

21 SENSE: VISUAL ELEMENTS App icon Logotype F-Secure SENSE F-Secure Sans Regular F-Secure Sans Bold Do not combine the app icon with the SENSE logo, unlike with other products. Device images Device images showing the app UI are commonly used elements in SENSE marketing. IoT device icons IoT device icons can be used to explain e.g. how SENSE works or which kind of devices does it proteact. # Color theme & patterns SENSE has two main colors: blue and dark grey. Otherwise it follows the F-Secure consumer blue / light grey theme. A cooling layer can be added over grey shades if needed. Photos Photos portray primarily SENSE router and smartphone with the app UI visible. Images can also feature SENSE users at home. In general, tone of the images should be towards cool shades, but people in photos should be in warm shades. 21

22 SENSE: EXAMPLES OF DIGITAL MARKETING Product page Display ad for housing fair Banners 22

23 SENSE: EXAMPLES OF PRINT MARKETING Rollups A5 brochure Posters 23

24 SENSE: EXAMPLES OF RETAIL MARKETING Shelf-end concepts (drafts) 24

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