Private and confidential,
for internal use only.

Logo and Color
Guidelines
Version 2.0
June 2021

Introduction

Making the most of our brandIntroduction
LogoColor
Typography

The following interim Avast Brand Guidelines provide
direction for our logo suite and give a full spectrum color
pallet optimized to work across all mediums.
Whether you’re a member of the Avast team or an external
partner, please read and follow these guidelines carefully
to keep our brand feeling consistent and looking beautiful
everywhere it appears.

2Introduction | Contents

Inside this documentIntroduction
Logo
Color
Typography

3

Logo 04
Color 19
Typography 23

Logo4

Logo | Introduction

A symbol for a brighter future
Introduction
Logo
Color
Typography

5

Our logo is our brand’s most important visual asset.
It symbolizes everything that we stand for, representing
freedom, protection, optimism and empowerment.

Logo | Symbol

Our optimistic symbol
Introduction
Logo
Color
Typography

Our new brand icon has been developed
to capture the optimistic spirit of ourorganization. It’s a symbol that represents
our purpose — protecting digital freedom
for everyone.
The shape of our symbol points forward,indicating our desire to innovate, to explore,
to grow, and to progress.
The rounded forms indicate our humanity,
and the role we play as a caregiver —offering digital protection to all who need it.
Our unique ‘A’ is emboldened by its circle
housing. Like a seal of approval, it forms amark of trust, solidity, and honesty.

6

Logo | Wordmark

Our bold wordmark
Introduction
Logo
Color
Typography

7

Our ingenious wordmark
combines custom, uniquelyrounded and angularletterforms to representhumans and technology
working in harmony. We
always combine our dark
dark blue wordmark with oursymbol to form our lockup.

Our primary single line lockup

Logo | Lockup

Our primary logo lockups
Introduction
Logo
Color
Typography

Our primary logo lockups
combine the Avast symbol andwordmark to form a graphicthat reinforces our name andassociates it with our symbol.
We use our single line lockup
whenever possible, especiallywhen interacting with new orprospective customers.
For applications, such as online
banners, printed material,presentations, or any instance
where space is limited, ourprimary stacked lockup should
be used to reinforce our brand.
Trademarked primary logo
lockups are also available.

8

Our primary stacked lockup

Our positive lockup on a white background

Logo | Lockup-colorways

Our lockup’s colorways
Introduction
Logo
Color
Typography

On light colored backgrounds, we use ourpositive lockup. This features our brightorange symbol paired with a black wordmark.
On dark colored backgrounds, we use ourwhite-fill ‘negative’ lockup. This features ourbright orange white-fill symbol paired withour white wordmark.

Our negative white-fill lockup on a dark dark blue backgroundOn vibrant backgrounds, we use our white
lockup. This ensures that our bright orange
symbol doesn’t clash with other colors.

Our white lockup on a bright orange background9Our bright orange symbol on a white background

Logo | Symbol colorways

Our symbol’s colorways
Introduction
Logo
Color
Typography

Our symbol comes in two colorways —bright orange and white.
We use our bright orange symbol onlight backgrounds, and our bright orange
white-fill symbol on dark backgrounds.

Our bright orange white-fill symbol on a dark dark blue backgroundWe use our white symbol on vibrantbackgrounds to ensure that our symbol
doesn’t clash with other colors.

Our white symbol on a bright orange background10

Our lockup’s clear space is 2/3 of our symbol’s height

Logo | Clear spaceProtecting our logos
Introduction
Logo
Color
Typography

To make sure our logo is always clear,
legible and free of obstruction we havedefined clear space — an area thatsurrounds our logo that we keep free ofother elements.
Pay attention to these clear space guides
when using our logo.
Our symbol’s clear space is 2/3 of its height11Corner and central logo positionings

Logo | Placement

Pixel-perfect placement
Introduction
Logo
Color
Typography

We have set positions for our logos
to sit within our layouts. These ensurethat our logo doesn’t float around, andwhere possible we match our logo
placement with our type alignment.
Use these placement guides for bothlock-ups and symbols.
Always take note of our logo’s clear
space when placing it, and make surenever to position it too close to theedge of an application.

1412We align our logo to an application’s marginOur wordmark’s minimum size is 30px / 4mm

Logo | Minimum size

Keeping our logo legible
Introduction
Logo
Color
Typography

To ensure our logo is always legible wehave a minimum height for our lockup
and symbol. This is 30px / 4mm.

Our symbols minimum size is 30px / 4mm

13How we contain our symbol in a square, rounded square and circle

Logo | Holding shapes

Containing our symbol
Introduction
Logo
Color
Typography

Our logo appears on a wide range ofplatforms, which use a variety of avatar
or holding shapes.
Use these guides to size our symbol
correctly within a variety of common
holding shapes.

A holding shape in use

14How we create a lockup co-branding lockup

Logo | Lockup co-branding

Co-branding with our lockup
Introduction
Logo
Color
Typography

Our brand often appears alongside otherprominent brands. When this happens,
we create co-branding lockups.
While pairing logo lockups, we opticallymatch the scale of both logos, separatingthem with a single vertical line.

A lockup co-branding lockup

15

17

How we create a symbol co-branding lockup

Logo | Symbol co-branding

Co-branding with our symbol
Introduction
Logo
Color
Typography

Our brand often appears alongside otherprominent brands, and when this happens
we create co-branding lockups.
When pairing symbols, we optically matchthe scale of both logos, separating themwith a single vertical line.

A symbol co-branding lockup

16Logo | Sub-brand lockups

Beyond our master brandIntroduction
Logo
Color
Typography

Our Avast Foundation stacked lockup

Our Avast Partners signle line lockup

Our Avast Partners stacked lockup

In addition to our primary logos, we havea family of sub-brand logo lockups.
Available in single-line and stacked(double-decked) formats, these childvariants can replace the parent logo
depending on the division/sector ofAvast they are to represent.
If creating a new sub-brand logo, pleasereach out to our brand team first. Do not
attempt to make your own logo.

17

Our Avast Foundation signle line lockup

Avast Business lock-up in use

Our Avast Business signle line lockup

Our Avast Business stacked lockup

Our Avast Business Hub lockup

Our Avast One lockup

Avast primary single line cut-out lockup

Appendix | Special-use logo

Cut-out vs White-fillSymbol Options
Introduction
Logo
Color
Typography

All primary and sub-brand lockups
are available with both cut-out andwhite-fill symbol variants.
As a general rule, use the white-fillvariant when a placement over adark or colored background resultsin blade-fill to a point where thecontrast is brought into question.
A good example of where thecut-out can take preference wouldbe when overlaying an image
causing the blades to appear asa window, which in turn allows forboth symbol and image to have an
integrated flow.

18

Avast primary single line white-fill symbol lockup

Color19

Color | Introduction

Bringing color to the world
Introduction
Logo
Color
Typography

20

Our vibrant, bright orange makes our brand come alive.
Building on the spirit of our brand strategy, this bold color is joyful,
memorable, and optimistic — championing a brighter future for all
while helping us stand out from the crowd.

Color | Primary palette

Our distinctive primary
paletteIntroduction
LogoColor
Typography

Bright Orange#FF7800
R: 255 G: 120 B: 000
C: 000 M: 054 Y: 100 K: 000
Pantone: 151 CWhite#FFFFFF
R: 255 G: 255 B: 255
C: 000 M: 000 Y: 000 K: 000
Pantone: N/A

We’re an orange brand, so our primary
palette showcases our bright orange color.
We pair it with complimentary light anddark tones to create bold, impactfulbrand expressions.

Faint Orange#FFDDBF
R: 255 G: 221 B: 191
C: 007 M: 015 Y: 020 K: 000
Pantone: 726 C (50% tint)

Dark Dark Blue
#04121AR: 004 G: 018 B: 026
C: 092 M: 073 Y: 029 K: 089
Pantone: 532 C

Black#000000
R: 000 G: 000 B: 000
C: 000 M: 000 Y: 000 K: 100
Pantone: N/A

21

Color | Tints & shades

Creating flexibility
with tints & shades
Introduction
Logo
Color
Typography

To further improve flexibility and create
harmonious color pairings, each of ourbright colors have three lighter anddarker tones.

White#FFFFFF

R: 255 G: 255 B: 255

C:000 M: 000 Y: 000 K: 000

Pantone: N/A

Faint Blue

#E5FDFF

R: 229 G: 253 B: 255

C: 012 M: 000 Y: 000 K: 000

Pantone: 290 C (50% tint)

Pale Blue#C1F3F7

R: 193 G: 243 B: 247

C: 025 M: 001 Y: 000 K: 000

Pantone: 290 C

Light Blue

#58DFED

R: 088 G:223 B: 237

C: 055 M: 000 Y: 001

K: 000

Pantone: 305 C

Bright Blue

#4096FF

R: 064 G: 150 B: 255

C: 067 M: 021 Y: 000 K: 000

Pantone: 299 CMid Blue

#0070F6

R: 000 G: 112 B: 246

C: 082 M: 036 Y: 000 K: 000

Pantone: 7461 C

Deep Blue#0F4062

R: 015 G: 064 B: 098

C: 100 M: 052 Y: 000 K: 058

Pantone: 2955 CDark Blue

#071D2B

R: 007 G: 029 B: 043

C: 100 M: 046 Y: 000 K: 089

Pantone: 296 C

Dark Dark Blue

#04121A

R: 004 G: 018 B: 026

C: 092 M: 073 Y: 029 K: 089

Pantone: 532 C

Faint Green#F7FFE5

R: 247 G: 255 B: 229

C: 013 M: 006 Y: 018

Pantone: 580 C (50% tint)

Pale Green#E5F7C1

R: 229 G: 247 B: 193

C: 021 M: 000 Y: 038 K: 000

Pantone: 580 C

Light Green#BBED58

R: 187 G: 237 B: 088

C: 023 M: 000 Y: 069 K: 000

Pantone: 374 C

Bright Green#9AE437

R: 154 G: 228 B: 055

C: 046 M: 000 Y: 086 K: 000

Pantone: 375C

Mid Green#388700

R: 056 G: 135 B: 000

C: 071 M: 000 Y: 100

K: 005

Pantone: 377C

Deep Green#314D00

R: 049 G: 077 B: 000

C: 059 M: 000 Y: 100

K: 043

Pantone: 364 C

Dark Green#141F00

R: 020 G: 031 B: 000

C: 078 M: 035 Y: 074 K: 078

Pantone: 553C

Faint Yellow#FFFBE9

R: 255 G: 251 B: 233

C: 004 M: 005 Y: 022 K: 000

Pantone: 600 C (50% tint)

Pale Yellow#FFF8CC

R: 255 G: 248 B: 204

C: 001 M: 000 Y: 044 K: 000

Pantone: 600 C

Light Yellow#FFFB73

R: 255 G: 251 B: 115

C: 002 M: 000 Y: 059 Y: 000

Pantone: 602 C

Bright Yellow#FFD900

R: 255 G: 217 B: 000

C: 000 M: 002 Y: 099 K: 000

Pantone: 108 CMid Yellow#FFBF00

R: 255 G: 191 B: 000

C: 000 M: 020 Y: 100

K: 000

Pantone: 7548 C

Deep Yellow#967100

R: 150 G: 113 B: 000

C: 000 M: 034 Y: 100

K: 036

Pantone: 132 C

Dark Yellow#272100

R: 039 G: 033 B: 000

C: 048 M: 053 Y: 084 K: 084

Pantone: Black 2 C

Oﬀ-White Orange #FFFCFA

R: 255 G: 252 B: 250

C: 002 M: 003 Y: 001

K: 000

Pantone: 726 C (20% tint)

Faint Orange#FFDDBF

R: 255 G: 221 B: 191

C: 007 M: 015 Y: 020 K: 000

Pantone: 726 C (50% tint)

Pale Orange#FFBB80

R: 255 G: 187 B: 128

C: 006 M: 030 Y: 030 K: 000

Pantone: 726 C

Light Orange#FF9D00

R: 255 G: 157 B: 000

C: 000 M: 036 Y: 100

Pantone: 137 C

Bright ‘Avast’ Orange

22#FF7800

R: 255 G: 120 B: 000

K: 000

K: 000

C: 000 M: 054 Y: 100

K: 000

Pantone: 151 CMid Orange#B15300

R: 177 G: 083 B: 000

C: 000 M: 073 Y: 100

K: 015

Pantone: 167 C

Deep Orange#622E00

R: 098 G: 046 B: 000

C: 001 M: 085 Y: 095 K: 035

Pantone: 1685 C

Dark Orange#36342E

R: 054 G: 052 B: 046

C: 061 M: 068 Y: 050 K: 070

Pantone: 412 C

Light Red

#FF9780

R: 255 G: 151 B: 128

C: 000 M: 040 Y: 020 K: 000

Pantone: 487 C

Bright Red#FF5833

R: 255 G: 088 B: 051

C: 000 M: 074 Y: 070 K: 000

Pantone: 171 CMid Red#D93511

R: 217 G: 053 B: 017

C: 000 M: 100 Y: 100

K: 000

Pantone: 485 C

Deep Red#8E230B

R: 142 G: 035 B: 011

C: 005 M: 100 Y: 070 K: 015

Pantone: 7526 CBlack#000000

R: 000 G: 000 B: 000

C: 000 M: 000 Y: 000 K: 100

Pantone: N/A

PRIMARY

PRIMARY

PRIMARY

PRIMARY

PRIMARYPa
leTypography23

Typography | Introduction

Clean, clear and characterful typography
Introduction
Logo
Color
Typography

24

Our typography is the visualization of Avast’s humanand confident voice. We use it to communicate withaudiences in a range of tones — from functional in-productinformation to expressive out-of-home inspiration.

Typography | Our typeface

Our distinctive typeface
Introduction
Logo
ColorTypography

Our typeface is Mier B.
Mier B is a unique typeface combining
geometric and grotesque letterforms.
We love our typeface, so we use
it wherever possible, from digitaladvertising to printed materials.

25

Mier B
AaBbCcDd
FfGgHhIiJjK
LlMmNnOo
QqRrSsTtU

Typography | Weights

A range of weights
Introduction
LogoColorTypography

26

We utilize four different weights —Regular, Demi, Bold, and Extrabold.
Combining these weights allows us to flex
our tone and structure our information.

RegularDemiBoldExtrabold

Leading set at 120%

Typography | Leading & tracking

Leading & tracking
Introduction
LogoColor
Typography

Leading is the space between thebaselines of two lines of type.
When our type scale changes, sodoes our leading value, and as a generalrule we keep our leading size at 120130% the height of our type. We reduce
our leading for large headlines, using
between 100-120% the size of our type.
Tracking is the space between letters fora line or block of text.
We adjust our typeface’s tracking
to aid legibility at a range of scales.
As a general rule, we loosen tracking
for small type and tighten tracking
for large type.

27

Perfect is overrated
No one and nothing is perfect. Not evenyour favorite streaming shows, websites,bank or email platforms. And all arevulnerable to cyberthreats.But, here’s thegood news: Avast alerts you to sketchy
websites, blocks unsafe downloads, stops
dangerous email attachments, and prevents
web tracking — giving you a better internet.
Tracking set at 0 and -20

Perfect is overrated.
Perfect is overrated.

Kerning

Typography | Kerning

Spacing our headlines
Introduction
Logo
Color
Typography

28

Kerning is the space between characters.
When creating large headlines we takeextra care to ensure that letters always
appear evenly spaced, and we adjust thespacing between letters as required.

SpaceCenter and left-aligned design elements

Typography | Alignment

Aligning our typee

Introduction
Logo

Color
Typography

29

We have a flexible approach to aligning
type: center, or left aligning across ourapplications.
We use left-aligned type for most of ourapplications, as left alignment is best for
readability, especially suiting longer piecesof copy.
We use center-aligned type for headlines,
and single sentences of supporting copy.

Checking yourbank balance.
Checking inwith friends.

It’s about time tofree the future

We’re making it safer for everyone.

Discover the app

Center and left-aligned design elements

Where possible, we match our type andlogo alignments.

Checking yourbank balance.
Checking inwith friends.

It’s about time tofree the future

We’re making it safer for everyone.

Discover the app

Typography | Hierarchy

Expressing hierarchy
Introduction
Logo
Color
Typography

To make sure our type is always clear andeasy to digest we pay attention to how we
express a hierarchy of information.

Headlines
use Bold with
100% leading-20 tracking

Titlesuse Demi with
110% leading-10 tracking

Subheadings
use Bold with
120% leading
0 tracking

Body copy
uses Regular with
120% leading
0 tracking

We use these values when setting
type to indicate differentiation between
copy types.

30

Typography | Our product typeface

Our product typeface
Introduction
Logo
Color
Typography

Our product typeface is Proxima Nova.
It’s a modern geometric typeface that’s
legible at small sizes due to its larger
x-height.
Proxima Nova comes in a wide range ofweights. We use four of them: Regular,Semibold, Bold and ExtraBold.

31

Proxima Nova
Regular AaBbC
Semibold AaBb
Bold AaBbCcD
ExtraBold AaB
0123456789(!?
@#$%^&*\?/<`~If you have any questions regarding the implementationof the brand, please contact William:William Bloor
Creative Director
william.bloor@avast.com