real standards guide external

Published in PDF Brand Identity Guidelines Download Recommends

Purpose of This Document

The Real brand consists not only of brand marks or logos but also the basic architecture of product and services names applied to various assets we own as a company. The purpose of this document is to provide a set of guidelines to help facilitate and inspire communications that build and maintain the Real brand we are striving to embrace.

A brand is only as strong as the consistency of the communication materials used to express it. Messages that deviate from the brand will be confusing to the audience and weaken the equity of the brand.

All design elements, including our marks, color, typography and messaging play an important role in supporting and reinforcing a consistent identity and visual style for Real. These brand standards have been developed to explain elements of Real's identity and provide guidelines for implementation and management. They help us:

Build a consistent visual image of our company that distinguishes us from other companies' identities.

Communicate our identity in positive ways rather than letting nicknames and inconsistencies usurp control.

Create maximum impact on all media which reference the Real brand.

Minimize creative costs and smooth the process of implementation through the standardization of elements.

Create a branding roadmap for emerging products, services, businesses and strategies.

What Is Real?

Real is the global leader in digital media services and software for consumers and businesses.

In more detail, Consumers use RealNetworks' RealPlayer and the content subscription services it offers to create and play free and premium digital content. Broadcasters, network operators, media companies and enterprises use RealNetworks' products and services to deliver digital media to PCs, mobile phones and consumer electronics devices.

These descriptions are the foundation on which our brand is built. As with any company description, they will be updated as we occasionally pivot our strategy to create new opportunities and react to market developments.

If we are not careful, the market will dictate who we are and what our brand is. That is why it is crucial for us as a company to articulate a consistent, clear message of Real's unique value and positioning to the consumer and business markets. This will insure our key audiences will understand quickly and clearly who Real is and the vision and direction we are in which we are heading.

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