Apple Premium Reseller

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Apple Premium Reseller logo The Apple Premium Reseller logo can be used in advertising and marketing communications and on store signage to promote an Apple Premium Reseller’s relationship with Apple.

Apple Premium Reseller Identity Guidelines April 2007

Overview

The Apple Premium Reseller identity is designed to help Apple Premium Resellers promote their affiliation with Apple. These guidelines explain the correct use of the Apple Premium Reseller identity on store signage, websites, advertising and other marketing communications. Apple Premium Resellers must follow these guidelines when representing their relationship with Apple on store signage and in communications.

Requirements for use of the Apple Premium Reseller logo

The Apple Premium Reseller logo can be used only by a current channel affiliate authorised by Apple as a Premium Reseller who has signed the Apple Premium Reseller Agreement. The logo is for use only by Apple Premium Resellers and cannot be used by Apple Authorised Resellers or any other Apple channel affiliate. Apple reserves the right to withdraw permission to use the Apple Premium Reseller logo at any time if the use of the logo is inconsistent with these guidelines or is otherwise deemed inappropriate by Apple. The logo cannot be used in connection with any reseller communications that do not meet the criteria outlined in the Apple Premium Reseller Agreement.

Apple Premium Resellers must comply with these logo guidelines, notwithstanding anything to the contrary in the Guidelines for Using Apple Trademarks and Copyrights at www.apple.com/legal/trademark.

Apple Premium Reseller Logo

The Apple Premium Reseller logo consists of the Apple logo and the Premium Reseller logotype (the name “Premium Reseller” set in specially designed type) in white, set on a square black background defined by a white linear border. These elements and their relative size and positioning must not be altered. The linear border appears only on backgrounds other than white (see page 3, “Background colours”). Never use a stand-alone Apple logo in your communications.

Colour

The Apple Premium Reseller logo always appears in black and white as shown. Do not reverse the black and white colours, and do not substitute other colours.

Identity Guidelines

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2 Apple Premium Reseller

Identity Guidelines April 2007

Artwork

Apple Premium Reseller logo artwork is available to download from Apple Sales Web (ASW) at sales.apple.com.

For use in printed materials

Logo artwork is provided as EPS line art and can be scaled for your layout needs. There are two versions of the artwork for use at small and large sizes on printed materials (see below, “Minimum and maximum size”). Select the correct version based on the logo size in your layout. The white outline surrounding the logo is included in all artwork files, and must appear when the logo is placed on any coloured background (see “Background colours” on page 3).

For use on web pages

Logo artwork is provided as a GIF file at a measurement of 65 pixels square. Do not scale the web-ready artwork. Use it only at the size provided. The white outline sur-rounding the logo is included in all web-ready artwork files and must appear when the logo is placed on any coloured background (see “Background colours” on page 3). Minimum and maximum size

The standard Apple Premium Reseller logo must be used at a size larger than 20 mm high on printed materials. Make sure the logo is used at a size that is clearly legible with the production methods used on your communication.

There is an alternate version of the logo, as shown below, for use at very small sizes, such as on business cards. Use the alternate version only when the logo is printed at a size between 12 and 20 mm high. Printing of the Apple Premium Reseller logo at sizes smaller than 12 mm is prohibited.

Logo Size 12 mm to 20 mm larger than 20 mm ;^ghiAVhicVbZ HVaZh6hhdX^ViZ 8^in8dbejiZg &%%%HigZZiCVbZ 8^in!Egdk^cXZ!Edhi8dYZ iZa/ ((%&'()*+ [Vm/ ((%-,+*)( Òghi5hidgZcVbZ#Xdb Standard logo

For use at sizes larger than 20 mm on printed materials, marketing communications and store signage.

Alternate logo

For use only at small sizes, between 12 mm and 20 mm on printed materials. The alternate logo is also provided as web-ready artwork for use on web pages and onscreen presentations.

Business card

The alternate logo is selected for use on this business card example because it must be printed at a size between 12 and 20 mm high.

Standard logo artwork

The artwork for the standard logo includes “Std” in the file name.

Alternate logo artwork

The artwork for the alternate logo includes “Alt” in the file name.

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White background

A white outline must appear when the logo is placed on any colour other than white.

Background Colours

Black background

Light background Dark background

The maximum size for the Apple Premium Reseller logo is 61 cm (24 inches) square when used on store signs, fascias or large trade show banners.

For use on exterior store signs

Store signs and fascia designs that include the Apple Premium Reseller logo must be approved by Apple. Please work with your Apple representative and apply the logo correctly to store signs, fascias, and doors (see page 8, “Store Exterior”). Localisation

Apple provides localised versions of the Apple Premium Reseller logo artwork for some countries. Contact your Apple representative to request localised logo artwork. Always use artwork provided by Apple. Do not create your own localised version of the logo.

Using the Apple Premium Reseller Logo

Background colours

The Apple Premium Reseller logo can be placed on any background colour. It can be placed on photographic backgrounds as long as the legibility is not diminished. Do not place the Apple Premium Reseller logo on a visually cluttered or patterned background.

The Apple Premium Reseller logo is localised in some countries. Chinese Traditional

Korean

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Stationery

On letterhead and other stationery items, the Apple Premium Reseller logo can be included at the lower edge of the layout, clearly subordinate to your company identity. &%%%HigZZiCVbZ 8^in!Egdk^cXZ Edhi8dYZ iZa/ ((%&'()*+ [Vm/ ((%-,+*)( lll#hidgZcVbZ#[g

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The logo should never appear transparent. The box must be solid black with a solid white Apple logo and Premium Reseller logotype, except when there is limited colour availability, as explained below.

Minimum clear space for marketing communications

The clear space surrounding the Apple Premium Reseller logo is an integral part of its design. Keep the area around the logo clear and uncluttered. On your marketing communications, the clear space should measure X on all sides, where X equals one-quarter the height of the logo box. Do not place typography or any other graphic elements in the minimum clear space area.

Size and placement

The Apple Premium Reseller logo can be applied to stationery, store signs, advertis-ing, websites and other marketing communications as long as the relationship to Apple is not obscured or distorted. Always make sure the Apple Premium Reseller logo is clearly subordinate to your company identity in size and position. Never use an Apple Premium Reseller logo in place of your own identity.

Limited Colour Availability

Black is not available

The Apple Premium Reseller logo can be printed in colour only when black ink is not available, as on some one- and two-colour printed materials. When black is not available, the Apple Premium Reseller logo can be printed in the colour of the layout. This applies only to printed materials (such as flyers or print ads) with limited colour availability.

Two Locations:

112233 City Center Avenue Name of City Province N123R +33 (0) 123 456 1234 Street Name City Name Province A123B +33 (0) 789 456

All items in stock now.

Hours: 8:00 am to 8:00 pm every day.

Two Locations:

112233 City Center Avenue Name of City Province N123R +33 (0) 123 456 1234 Street Name City Name Province A123B +33 (0) 789 456

All items in stock now.

Hours 8:00 am to 8:00 pm every day

Marketing communications On marketing communications, the minimum clear space is X, where X is equal to one-quarter the height of the logo box. Keep the area around the logo clear and uncluttered.

X

X X

X

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On web pages and web banners, the Apple Premium Reseller logo must always be subordinate to the reseller or store identity. Use the correct logo artwork at the size provided (see “Artwork,” page 2). Do not rotate or animate the logo.

Web Page and Web Banner

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Learn how to file, print, edit, make albums, cards and more.

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HOME NEWS PRODUCTS SHOPPING CART EVENTS HELP

EVENT DETAILS

Web Pages

An Apple Premium Reseller website can be the hub of your marketing initiatives. Companies that present information in a clear and concise manner will get the greatest benefit from this powerful marketing tool. Follow these guidelines to clearly represent your relationship with Apple on your website.

Marketing Communications

Use only one Apple Premium Reseller logo per page. In these examples, a single logo at the lower edge of the page serves as an endorsement of the entire communication. Cdl^hV\gZVii^bZ id\ZiVBVX Cdl^hV\gZVii^bZ id\ZiVBVX 6eeaZBVX7dd`Egd 6eeaZ^BVX · Lorem ipsum dolor · Sit amet consectetuer · Adipiscing elit sed diam · Nonummy nibh euismod

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Printed Materials

On printed materials such as stationery, brochures, flyers and advertising, the Apple Premium Reseller logo must be used in a size and position that is clearly subordinate to your company identity. Use only one Apple Premium Reseller logo on each page or surface of a communication. When multiple Apple products are featured, do not accompany each product with an Apple Premium Reseller logo.

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Digital Photo Demo Days Oct 29–31

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Do not create a master website for all Apple Premium Resellers in a country or region.

Each Apple Premium Reseller should produce its own website, featuring its store name and identity. The Apple Premium Reseller logo should be placed in a subordinate position on the home page.

Selecting a URL

Like other reseller communications, your website’s address, or URL, is subject to Apple trademark guidelines, as described on page 17. Apple Premium Reseller URLs must not under any circumstances feature an Apple trademark or any other Apple proprietary name. As a reminder, Apple trademarks include but are not limited to product and service names such as iPod, iMac, MacBook, iPhone, Apple TV, AppleCare or Apple Store. For additional guidance, please refer to the “Using Apple Trademarks” section on page 17. In addition, the use of terms such as “applepremiumreseller,” “premiumreseller” or “apr” in a URL is not authorised by Apple. For example, www.apr-paris.fr is not acceptable.

Identifying your website

Each reseller should produce its own website featuring its company’s identity. The Apple Premium Reseller Program is administered by Apple in its sole discretion. Without prejudice to resellers’ ability to communicate about their participation in the Apple Premium Reseller Program, in accordance with these Identity Guidelines, Apple shall retain exclusive control over communications about the Apple Premium Reseller Program. In particular, Apple does not authorise multiple resellers to group together to produce an Apple Premium Reseller website for a particular region or country. The Apple Premium Reseller logo must always be subordinate to the reseller identity.

Using the Apple Premium Reseller logo on web pages

One Apple Premium Reseller logo must be used on every web page in which Apple products, services or support are offered. Use only one Apple Premium Reseller logo per page.

On your home page, the Apple Premium Reseller logo must be placed in a position where it is clearly visible and subordinate in size to your company identity. The logo must conform to the colour, clear space and other graphic standards described in these guidelines. Here are some things to watch for when using the Apple Premium Reseller logo on the web:

• Always use the web-ready artwork provided by Apple.

• The logo is provided as a 65-pixel-square GIF file. Do not scale the logo or separate its elements.

• The white outline surrounding the logo must be visible when the Apple Premium Reseller logo is placed on any coloured background.

• Never place the logo on a visually cluttered or patterned background. • Do not make the logo transparent.

• Do not rotate or animate the logo.

• Maintain appropriate clear space surrounding the logo (see the minimum clear space guidelines on page 4).

• Do not use a stand-alone Apple logo. Always use the Apple Premium Reseller logo, which includes the words “Premium Reseller.”

Use the correct artwork for the Apple Premium Reseller logo. The logo approved for use on the web is shown at left. Never show an Apple Center logo or any other channel affiliate designation on an Apple Premium Reseller website.

Website look and feel

Every effort should be made to ensure that the design and navigation of your company’s website are clear and simple. Content should be presented in a straightforward, easy-to-read manner. Approved Apple product images, available on Apple Sales Web (ASW) at sales.apple.com, should be used to support the text in a clean, uncluttered layout. Your website should have its own look and feel and should not copy the public Apple website (Apple.com). Do not use imagery or Logo artwork

The logo artwork approved for use on the web features the words “Premium Reseller” on two lines, providing better legibility onscreen. Do not use an Apple Premium Reseller logo with “Premium Reseller” on one line.

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other graphic elements obtained from Apple.com. Product imagery and marketing tools for resellers are provided on ASW.

Proprietary images and graphics used on Apple’s website include but are not limited to cascading style sheets, “buy now” buttons, background images, lifestyle photography, product icons and imagery, and navigational elements, particularly those with design effects that are strongly associated with Apple’s online presence and constitute Apple’s intellectual property. Do not transfer or imitate images or effects found on Apple.com.

Do not use Apple’s proprietary typeface, Myriad Set, on your website (see “Typography” on page 16).

Apple product photography

On your website, use only product photos and screen shots provided on ASW and designated for use by Apple resellers. Follow the guidelines in “Using Apple Product Photography” on page 16.

Apple products and marketing messages

Apple Premium Reseller websites should illustrate Apple’s entire current range of products and solutions. Approved product information and marketing messages are provided on ASW.

Your customers rely on you to provide them with the most current information about Apple products and services. The pages on your website that are dedicated to Apple products and solutions must be continually updated with the latest information from Apple. New or revised products should be added to the product section of your site as soon as possible after a product launch. End-of-life (EOL) products must be removed from the site as soon as possible after the EOL notice is sent out.

When a product is announced but is not immediately available, pricing and availability information should be clearly displayed. Make sure you update your site as soon as the product becomes available, ideally emphasising the product’s availability throughout the site.

Apple Premium Reseller benefits page

Apple recommends that each Apple Premium Reseller website include a page that summarises the benefits of shopping at an Apple Premium Reseller. This page should highlight the exceptional experience customers will have when visiting your store and can include images of your store. Following are some suggested paragraphs that can be used on your benefits page to correctly explain and promote your status as an Apple Premium Reseller. Customize the copy to reflect the services you offer.

• Suggested copy for announcing Apple Premium Reseller status:

Name of store is proud to have been awarded the status of “Apple Premium Reseller” by Apple.

• Suggested copy for describing an Apple Premium Reseller:

An Apple Premium Reseller is an independent retailer that has been recognised by Apple for achieving the highest standards of expertise and customer service. We focus on Mac and iPod and offer the widest range of software and accessories, with hands-on product demonstrations and friendly advice at all times.

• Suggested copy describing Apple Premium Reseller customers and services: As an Apple Premium Reseller, we enjoy serving every type of customer, from individuals to creative freelancers to professional businesses. Name of store offers all the products, service, support and training that an Apple customer could need.

Store Name Login

iPod

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Do not use unauthorised Apple advertising or promotional assets.

Store Name:

Login

Use only Apple images and assets approved for use by resellers.

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• Suggested copy for describing specific Apple Premium Reseller services: At name of store, we offer face-to-face support and personalised training services, allowing you to make the most of your Mac or iPod. We frequently host seminars for digital photography, video editing, graphic design and music-making enthusiasts.

Events page

A calendar of events that lists upcoming customer activities can increase customers’ loyalty and encourage them to visit your website regularly. Your website should include an events landing page linked to your demand generation initiatives. The events page should be accessible with one click from the home page of your site. Where appropriate, Apple Premium Reseller websites should also include a lead-capturing mechanism, ideally related to an email newsletter. When naming your newsletter, avoid the use of any Apple trademark name, program name or recent marketing phrase. Note that the name “eNews” is not authorised for use in Apple Premium Reseller newsletters.

Store Exterior

The selection of signage elements will be determined by many factors. Local sign code requirements, your building’s best areas of visibility, the size and type of building, architectural characteristics, and many other factors must be taken into consideration.

Store signs and fascia designs that include the Apple Premium Reseller logo must be approved by Apple. Contact the Apple representative in your region whenever you are updating or producing new store signs and fascias that will include the Apple Premium Reseller logo. Include photographs of your store exterior and a schematic drawing of your proposed signs. Make sure dimensions are included on all elements in your schematic drawing. These guidelines describe the basic graphic standards for using the Apple Premium Reseller logo on store exteriors. Because every store location is unique, your Apple representative will review your individual store needs and work with you to determine how to best implement these guidelines and conform to your local building code requirements.

Door decals

The Apple Premium Reseller logo is available for use as a door (or window) decal to clearly identify your relationship to Apple to customers entering your store. Use only one decal per doorway or entrance to your store, as shown to the left. Apple Premium Reseller logo sign

The illuminated Apple Premium Reseller logo sign is available in three configurations:

• Cantilever (or blade) sign • Hanging sign

• Wall sign

Signs should be used on the exterior of buildings only with permission from local building departments and in compliance with local building sign codes. The most commonly used logo signs are the hanging sign (interior) and cantilever sign (exterior). The wall sign may be used only on the exterior of your store. Use the external wall sign only if your store’s facade or layout provides a clear, uncluttered wall area for placement of the sign. You must have permission from Apple to use an Apple Premium Reseller logo sign. Contact the Apple representative in your region to discuss your signage needs.

Ordering signs from Apple

Your Apple representative will help you with ordering, shipping and price information for the sign. Technical specifications including weight and size of the sign and installation instructions are available on ASW at sales.apple.com.

Door decal

One Apple Premium Reseller logo decal can be applied to each entrance of your store. Decals can be applied to a glass door or to a window adjacent to the door.

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Apple Premium Reseller Logo Signs

There are three types of logo signs available to promote your affiliation with Apple. Select the sign that conforms to your local building code requirements and best meets your building’s signage needs. The logo sign must always be secondary to your company identity and should never be used in place of that identity. Work with your local Apple representative for sign selection and guidance.

Cantilever sign Hanging sign

Apple Premium Reseller logo on fascias

The Apple Premium Reseller logo can be placed on your store fascia. It must always be subordinate to your company identity and never be used in place of that identity. The size of the logo is determined by the proportions of your fascia. The logo cannot be larger than 63 cm square when incorporated into the graphic layout of a fascia. If you use the Apple Premium Reseller logo on your fascia, your fascia design must be approved by Apple. Contact the Apple representative in your region. Apple will work with you to ensure that the logo is at an appropriate size and location on your fascia.

Fascia

The white rule surrounding the logo must appear on any colour fascia except white. The size of the Apple Premium Reseller logo is determined by the proportions of your fascia. The logo cannot be larger than 63 cm square when incorporated into the graphic layout of the store fascia. Work with your Apple representative to ensure correct logo size and placement.

Minimum clear space for fascias

When applied to store fascias, the clear space surrounding the Apple Premium Reseller logo should measure X on all sides, where X equals one-eighth the height of the logo box. Always allow the minimum clear space area to surround the logo.

Store Name

The logo sign is illuminated and can be ordered from Apple in any of the configurations shown to the right. Contact your Apple representative for information and sign dimensions. The Apple representative in your region can help evaluate your store signage needs and assist you in placing an order. A certified electrical contractor must install each sign.

X X X X X X X X

Store Name

The minimum clear space area for fascias is X, where X is equal to one-eighth the height of the logo box.

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Fascia colour

The Apple Premium Reseller logo must always appear in black and white. It can be placed on any background colour. On white backgrounds, the white rule surrounding the logo does not appear. On all coloured backgrounds, the white rule must be included to distinguish the logo from the surrounding background colour.

Colour Fascia

The Apple Premium Reseller logo can be placed on any colour fascia. The white rule surrounding the logo must appear when the logo is placed on any colour background except white.

Store Name

Long Fascia

Long fascia

If your store’s fascia is longer than 7 metres, more than one Apple Premium Reseller logo can be used. Do not place the logos together and make sure they are separated by the company identity, as shown below. Apple Premium Reseller logos must be placed at least 6 metres apart.

Store Name

The Apple Premium Reseller logo can be placed in multiple locations on a fascia that is more than 7 metres long.

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Multiple fascias

Many buildings have multiple fascia sections. Make sure your store name is placed on the section that is most visually prominent, such as above the door, as shown below. It is acceptable to use the Apple Premium Reseller logo on multiple fascia sections, as long as it does not appear to be the primary identity of the store. Logo signs hanging in multiple windows are also acceptable.

Multiple Fascias

Store Name

Both examples shown here are correct. The store name is placed in the primary position, above the door.

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Store Name

Combining Sign Types

Combining types of signs

On larger storefronts, multiple logos can be used if there are at least 6 metres separating the logo signs. An Apple Premium Reseller logo sign can be used in combination with a logo placed on the fascia or with other logo signs. Always keep in mind that a simple, clear approach to store signage creates the best visibility. Select the types of signs carefully, and make sure that your store’s plan conforms to local building codes. Your local Apple representative will assist you.

Two types of signs can be combined, as shown here. Apple Premium Reseller logos must be placed at least 6 metres apart on store exteriors.

Do not place logo signs close to each other.

Store Name

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Hanging sign placement

The exact placement of a hanging sign in a store window will depend on the height of the window and visibility issues, such as sight obstructions, lighting or the proximity of streets or walkways. Make sure the Apple Premium Reseller logo is not obstructed and that it is visible to both pedestrian and vehicle traffic. Shown below are general guidelines to follow when hanging an Apple Premium Reseller logo sign.

Hanging Sign Placement

The Apple logo within the Apple Premium Reseller logo must always be above standard eye level. Never hang a logo sign lower than allowed by local building and sign codes.

Do not place the sign so that the Apple logo is below standard eye level or obstructed by architectural elements.

Minimum 30.5 cm (12 inches) for ceilings that measure 3 metres or taller. Minimum 15.3 cm (6 inches) for ceiling heights of less than 3 metres.

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Store Identity and Interior

Apple trademarks, as well as terms and fixtures developed by Apple for use in the Apple Store, are prohibited from use on resellers’ signage or in Premium Reseller stores. For example:

• No store name or company name and no product or service name may contain the words “Apple,” “Mac,” “iPod,” “iPhone” or any other Apple trademarks (unless expressly authorised under separate license).

• Apple Premium Reseller locations may not use labels or terms developed for use exclusively by Apple Store retail locations, including the following:

– Apple Camp – Made on a Mac

– Business Day – Pod

– Creative – ProCare

– Genius – School Night – Genius Bar – The Studio

– iPod Bar – Switch at Six Workshop – Mac Specialist

• Apple Premium Reseller locations may not use proprietary fixtures developed for use exclusively in the Apple Store, including the following:

– Stainless steel wall panels inside or outside the store

– Maple wood tables matching those used in Apple Store retail locations – Translucent (duratrans) fully backlit horizontal graphic panels (Opaque

panels with light glowing at the edges are acceptable.)

• The Apple logo cannot be used alone within a reseller store or otherwise.

Using the Logo on Items

Your company’s identity can appear on a consumer item along with the Apple Premium Reseller logo. Before applying the Apple Premium Reseller logo to consumer items (such as T-shirts and other wearables, coffee cups or pens), work with your Apple representative to select items carefully. You must have Apple’s approval before producing any merchandise that contains the Apple Premium Reseller logo. To receive authorisation, email a completed request for authorisation (obtained from your local Apple representative) to merchandising@apple.com. Items that have the Apple Premium Reseller logo applied to them cannot be resold.

When placing the Apple Premium Reseller logo on your store’s shopping bag, use only one logo per front and back panel. The relationship to Apple must not be obscured or distorted. Always make sure the Apple Premium Reseller logo is clearly subordinate to your company identity in size and position. Never use the Apple Premium Reseller logo in place of your company identity.

The Apple Premium Reseller logo can be used only on high-quality shopping bags. Do not use it on thin plastic bags or on paper bags with low-resolution printing.

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T-shirts

On these T-shirt designs, the Apple Premium Reseller logo is clearly subordinate to the company identity in size and position, and the design correctly implements the graphic standards explained in these guidelines. To maintain legibility of the term “Premium Reseller,” the logo must be printed, not embroidered.

Front Wearables

The Apple Premium Reseller logo can be applied to wearable items. The logo must be clearly subordinate to your company or store identity. The logo must be printed on an item, not embroidered. When the logo is printed onto fabric that is any colour except white, it must print black and white. Items that have the Apple Premium Reseller logo applied to them cannot be resold.

Sleeve

Front Back

Avoid Mistakes

Do not alter the Apple Premium Reseller logo in any way. Do not animate or rotate the logo. Do not separate the elements, and do not alter or remove the white border. Do not add trademark symbols. Do not change, translate or localise the words – use the localised artwork provided by Apple. Do not change the font or alter the size, proportions or space between letters. Do not use any part of the logo as a decorative illustration, graphic element, background graphic or pattern. Never use the Apple logo alone.

Do not reverse the logo colour.

Never use the Apple logo without the logotype “Premium Reseller.”

Do not change the colour of the logo.

The logo must appear as a black box with white Apple logo and type. Never remove the Apple logo and logotype from the logo box.

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Typography

Apple Premium Reseller communications should be typeset in a manner that supports your company’s identity. Apple uses a version of the Myriad typeface called Myriad Set. It is a proprietary corporate typeface. Under no circumstances are Apple Premium Resellers permitted to use Myriad Set on their communications. Only materials provided by Apple for use by resellers, such as sales presentations, can use this font. To avoid customer confusion, do not use other versions of the Myriad typeface, such as Adobe Myriad, on your communications.

Using Apple Product Photography

Every aspect of Apple product photography, from framing and composition to lighting and camera angle, is carefully controlled by Apple. Product photography is available from the Product Photography section of ASW. On your marketing communications use only current product photos designated for use by resellers on ASW. Never use Apple’s lifestyle or other promotional imagery. Never download or copy an image from the public Apple website.

Follow these guidelines to maximize the effectiveness of Apple product photography: • Do not alter or distort Apple product photos in any way.

• Do not clutter Apple-provided photos with props, models or marketing messages. • Always show products on a white or black background as provided by Apple. • Never animate or alter the photos when using them on web pages.

• Use only the current screen shots provided by Apple in the product photography. Do not distort or alter screens.

• Never download or copy Apple photos from the public Apple website. Use only photos provided on ASW and designated for use by resellers.

Product photographs provided by Apple appear on a white background. Some products are also shown on black backgrounds.

Do not restage product photographs or alter their background. Do not alter or distort screen shots provided by Apple.

Photography

Using Apple Materials

Apple makes a variety of materials available to resellers. These include door decals, point-of-purchase materials, banners and presentations. Always use these materials as provided. Do not alter them in any way. Do not reuse design or text elements from these materials on your communications. Do not copy the layouts of Apple communications or promotions when designing your materials.

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© 2007 Apple Inc. All rights reserved. Apple, the Apple logo, iMac, iPod, Mac, and MacBook are trademarks of Apple Inc., registered in the U.S. and other countries. Apple TV and iPhone are trademarks of Apple Inc. AppleCare, Apple Store, Genius Bar and ProCare are service marks of Apple Inc., registered in the U.S. and other countries. Intel and Intel Core are trademarks of Intel Corp. in the U.S. and other countries. Any statement made by an Apple sales representative that contradicts these guidelines is expressly unauthorised and disclaimed by Apple.

Marketing Programs

Apple Premium Resellers are not authorised to imitate Apple marketing programs developed for the Apple retail stores or online Apple Store. These programs include but are not limited to the Genius Bar and ProCare. Apple Premium Resellers should not copy or imitate Apple’s concepts, use similar wording or copy Apple’s graphic look and feel in their own marketing programs. Such imitation could create confusion for customers as to whether the program is managed by Apple or by the independent reseller.

Using Apple Trademarks

A trademark can be a name, a logo or even a slogan – any word, symbol or device used to identify a company’s products or services and distinguish them from those of other companies. Because strong trademarks are essential in building strong brands, they are extremely valuable assets. It is important that you use Apple trademarks carefully to prevent customer confusion about ownership and responsibility and to protect the valuable investments Apple has made in them. Apple trademark information and guidelines are available in the following web locations:

• Current Apple Trademark List

www.apple.com/legal/trademark/appletmlist.html • Current Apple Product List

ASW at sales.apple.com

• Guidelines for Using Apple Trademarks and Copyrights www.apple.com/legal/trademark/guidelinesfor3rdparties.html

Apple Premium Resellers must comply with these guidelines (see page 14, “Store Identity and Interior”), notwithstanding anything to the contrary in the Guidelines for Using Apple Trademarks and Copyrights at www.apple.com/legal/trademark.

If you have questions once you have reviewed the information provided on the Apple legal website at www.apple.com/legal, contact the Apple Trademark Department via email at appletm@apple.com. Allow up to one week to receive a reply.

Credit Line

Always include the following credit line in legal notices when using the Apple Premium Reseller logo:

The Apple logo is a trademark of Apple Inc., registered in the U.S. and other countries.

For More Information

For more information or if you have questions about using these guidelines, contact the Apple Corporate Identity manager at corpID@apple.com.

To obtain Apple Premium Reseller logo artwork and for other information related to Apple channel communications, use your password to visit Apple Sales Web (ASW) at sales.apple.com.