October 2011

Windows Live Brand Identity Guidelines

Windows Live Windows Live

Messenger Essentials Hotmail SkyDrive
Table of contents
The visual elements overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Referencing Windows Live Messenger. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Referencing Windows Live Essentials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Referencing Hotmail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Referencing SkyDrive. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Referencing Windows Live. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Usage examples for product logos. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Usage details for logos. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Logo don’ts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Usage details for the Messenger icon. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Gradient backgrounds. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Typography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Secondary elements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Photography style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Names . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29

2 Windows Live Brand Identity Guidelines Microsoft Confidential October 2011

 Overview
The Windows brand sets the stage for how we want
customers to think about our products and services.
We have adopted shared personality traits where
Attributes: • Fits my needs Personality: •H
 uman appropriate and have added others to round out
• Innovative • Vibrant each brand’s personality. This keeps the overall
• Easy • Encouraging Microsoft, Windows, and product brand experiences
coherent and cohesive—all part of a big family.
• Quality • Straightforward
Marketers should use the personality traits to
guide tone, style, and manner in all marketing
communications.

Windows Live
Windows Live keeps your life in sync.
product positioning:

Windows Live inherits the attributes and personality of Windows

3 Windows Live Brand Identity Guidelines Microsoft Confidential October 2011

Windows personality Windows attributes
Human Fits my needs
Real people are our heroes. Individuals alone, and connecting with each other. We believe people will accomplish more when solutions match their needs. To
We embrace human expression in the form of hardware, UI and Web design, help us create products and services that are exactly what our customers want and
music and illustration. The result is real-life, not sci-fi. Natural, not synthetic. Our need, we strive to be inquisitive, adaptive, and constructive so that we stay deeply
tone is approachable and down-to-earth, with a sense of humor and a comfort grounded in understanding our customers.
being ourselves. We design for “people” not “users.”
Quality
Vibrant Quality is the pervasive feeling that “it works the way I expect it to.” Our
Windows emphasizes the energy, warmth, vivid color, diversity, light and motion unwavering commitment to reliability, dependability, and security means products
of real life. Our tone is warm, energetic and inclusive. It reflects our enthusiasm, that just work. We believe our customers and partners can’t do their best if we do
without being too intense. As a brand that welcomes everyone, we find vibrancy not do ours.
in environments, dress, and the raw vivacity of individual people from all walks
of life. Innovative
We actively pursue purposeful breakthroughs that matter to our customers and
Encouraging partners. We employ imagination, experimentation, and intention to yield real
Windows motivates people to do more, by being supportive and inspiring. results. We believe that the worth of an idea and the success of innovation are
Layouts and environments are designed to be helpful, easy to navigate and measured in how many lives are improved when ideas and innovation are applied
visually appealing. They simultaneously instill confidence and fuel inspiration. imaginatively.
We are confident and optimistic, never arrogant. Our confidence helps people
feel more comfortable and try new things. Easy
Easy is being intuitive, approachable, and familiar. Easy means you don’t have to
Straightforward think too much about it; it’s simple to learn and just makes sense. We believe in
Design focuses on what customers care about most, establishing a clear, developing products and services that work the way people do
thoughtful hierarchy of elements. Compositions are clean, uncluttered. What we
say is laser-focused on what our customers care about most, always relevant to
their needs and their life. In simple, direct language, handcrafted for the target
audience.

4 Windows Live Brand Identity Guidelines Microsoft Confidential October 2011

Hotmail brand framework

Essence: Efficient

Shared with Office

Shared with Microsoft

Attributes: Efficient Trustworthy Innovative Quality

Positioning: Hotmail is the most efficient e-mail service for busy people.

Shared with Bing

Personality: Clever Helpful Pragmatic Polished

Personality traits Intelligent with a Friendly, thoughtful, Focused on real life, Well put together, well
should guide your purpose trying to anticipate your problem solver, flexible designed, articulate
communication’s needs, intuitive
visual and copy-
writing style

5 Windows Live Brand Identity Guidelines Microsoft Confidential October 2011

Messenger brand framework

Essence: Meaningful relationships

Shared with
Shared with Windows Shared with Hotmail
Windows phone

Attributes: Personal Inclusive Fun Innovative Trustworthy

Close, privy to the real Works with what I Expressive, interactive Always improving in a Safe, secure, private,
me, my inner circle already use, connected, way that fits my needs respectful of my info
compatible, open

Positioning: Windows Live Messenger is the most meaningful way to stay in touch with the people who matter most

Shared with
Windows phone Shared with Windows

Personality: Lighthearted Engaging Bright Fresh Authentic

Personality traits Friendly, expressive, Interactive, outgoing, Smart, discerning, fast Well put together, well Real, genuine
should guide your endearing, optimistic rich, captivating learning, helpful designed, articulate
communication’s
visual and copy-
writing style

6 Windows Live Brand Identity Guidelines Microsoft Confidential October 2011

SkyDrive brand framework

Essence: Accessible

Shared with Hotmail

Attributes: Accessible Efficient Trustworthy Innovative Quality

Positioning: SkyDrive is online storage that allows you to easily access and share your photos and documents.

Inherited from Windows Shared with Hotmail

Personality: Passionate about Pragmatic Helpful Polished

Personality traits technology Focused on real life, Friendly, thoughtful, Well put together, well
should guide your Infectious enthusiasm, problem solver, flexible trying to anticipate your designed, articulate
communication’s eager to share new ways needs, intuitive
visual and copy- of doing things
writing style

7 Windows Live Brand Identity Guidelines Microsoft Confidential October 2011

The visual elements overview

Logos Backgrounds Fonts

Light wave 1 Microsoft Segoe Light, Regular, and Bold

ABCDEFGHIJKLMabcdefghijklm
ABCDEFGHIJKLMabcdefghijklm
ABCDEFGHIJKLMabcdefghijklm
Windows Live Messenger logo
Real handwriting

Handwriting font (Felt Tip Roman)

ABCDEFGHIJKLMabcdefghijklm

Windows Live Essentials logo

Light wave 2
Photography
(Directional Only)

Hotmail logo

SkyDrive logo

8 Windows Live Brand Identity Guidelines Microsoft Confidential October 2011

The visual elements overview

Color palette
Gradients Primary colors Extended palette

BLUE PMS 291

C33+M3
R171+G217+B233
Windows BLUE RED DARK BLUE DARK YELLOW DARK GREEN #ABD9E9
Yellow PMS 279 PMS 172 PMS 541 PMS 123 PMS 357
Background C70+M30 M65+Y85 C100+M57+K38 M20+Y100 C80+Y100+K56
R85+G126+B185 R254+G88+B21 R7+G43+B96 R255+G194+B17 R22+G70+B19

Windows GREEN LIGHT BLUE LIGHT BLUE EXT YELLOW EXT 1 GREEN EXT 1
Green PMS 360 PMS 312 PMS 291 PMS 102 PMS 3288
Background C55+Y80 C96+Y11 C33+M3 Y95 C100+Y54+K20
R107+G189+B70 R15+G161+B184 R171+G217+B233 R255+G255+B17 R1+G118+B96

Windows WHITE PURPLE DARK ORANGE GREEN EXT 3

Blue PMS 2593 PMS 145 PMS 397
Background C61+M89 M47+Y100+K8 C10+Y100+K11
R104+G24+B136 R235+G124+B0 R205+G216+B4 PURPLE PMS 2593
C61+M89
R104+G24+B136
#681888

Windows Live
Light Blue
Background
(NEW)

9 Windows Live Brand Identity Guidelines Microsoft Confidential October 2011

Referencing Windows Live Messenger
Where to use
The Windows Live Messenger brand logo
• Use the logo when referencing the brand in
marketing communications.
• Do not use in conjunction with the Windows Live
Preferred: Full-color horizontal logo Alternate: Full-color vertical logo brand logo.
• You may use the product icon when describing how
multiple applications work together.
• Because the Messenger icon is widely recognized, it
can be a lead element in marketing. The Windows
Live Messenger logo must be included as a sign-off
in any marketing piece featuring Messenger. See
page 22 for more guidelines on how to use the
Messenger icon.
• Product icons may be used in product pages when
listing products. It can be used in combination with
Product-only horizontal logo the name of the product underneath or beside it,
but do not make it look like the logo.
Product-only vertical logo
How to use
• Whenever possible, use the horizontal version of
the logo in which the symbol appears in full color.
When minimum size requirements are not met for
the full-color logo, you may use the product-only
logo. See page 20 for minimum size requirements.

Product icon • In copy, use “Windows Live Messenger” on first

mention; in subsequent mentions, “Messenger” may
be used.
One-color (black) logo
• Observe all usage rules and “don’ts” shown on
page 21.
• Only use the one-color (black) logo in cases where
64px* 32px* 16px*
the Preferred or Alternate logo cannot be used in
print. Never use this logo online.
For product icons, contact wlicons@microsoft.com. Limited Use (Only use in cases where Preferred or
*The .ico file also contains sizes 256px, 128px, 96px, 72px, 60px, Alternate cannot be printed)
48px, 40px, 24px, and 20px at 32-bit depth. At 4-bit depth and
8-bit depth, the .ico file contains 48px, 32px, 24px, and 16px sizes.

10 Windows Live Brand Identity Guidelines Microsoft Confidential October 2011

Referencing Windows Live Messenger 2011
Where to use
The Windows Live Messenger 2011 logo
• Use the logo when communicating about download
and upgrade scenarios only.
• Do not use in conjunction with the Windows Live
Preferred: Full-color horizontal logo brand logo.
• Product icons may be used in product pages when
listing products. “2011” can be used in combination
with the name of the product underneath or
beside it, but do not make it look like the logo.

How to use
• Whenever possible, use the horizontal version of
the logo in which the symbol appears in full color.
See page 20 for minimum size requirements.
Alternate: Full-color vertical logo • In copy, use “Windows Live Messenger” on first
mention; in subsequent mentions, “Messenger” may
be used. If you have already mentioned Windows
Live on the same page and there are space
constraints, you may use “Messenger.” If mentioned
with Windows Live Essentials 2011, you should
use “Messenger” only. For example, “Download
Windows Live Essentials 2011 to get the latest
version of Messenger.” Only reference Messenger
2011 in the call to action such as “Download
Windows Live Messenger 2011 to get the latest
version.”
• Observe all usage rules and “don’ts” shown on
page 21.
One-color (black) logo • Only use the one-color (black) logo in cases where
the Preferred or Alternate logo cannot be used in
print. Never use this logo online.

Limited Use (Only use in cases where Preferred or

Alternate cannot be printed)

11 Windows Live Brand Identity Guidelines Microsoft Confidential October 2011

Referencing Windows Live Essentials
Where to use
The Windows Live Essentials brand logo
• Use the logo when referencing the brand in
marketing communications.
• Do not use in conjunction with the Windows Live
Preferred: Full-color horizontal logo brand logo.

How to use
• Whenever possible, use the horizontal version of
the logo in which the symbol appears in full color.
See page 20 for minimum size requirements.
• In copy, use “Windows Live Essentials” on first
mention; in subsequent mentions, “Essentials” may
be used.
• Observe all usage rules and “don’ts” shown on
Alternate: Full-color vertical logo page 21.
• Only use the one-color (black) logo in cases where
the Preferred or Alternate logo cannot be used in
print. Never use this logo online.

One-color (black) logo

Limited Use (Only use in cases where Preferred or

Alternate cannot be printed)

12 Windows Live Brand Identity Guidelines Microsoft Confidential October 2011

Referencing Windows Live Essentials 2011
Where to use
The Windows Live Essentials 2011 logo
• Use the logo when communicating about download
and upgrade scenarios only.
• Do not use in conjunction with the Windows Live
Preferred: Full-color horizontal logo brand logo.

How to use
• Whenever possible, use the horizontal version of
the logo in which the symbol appears in full color.
See page 20 for minimum size requirements.
• In copy, use “Windows Live Essentials” on first
mention; in subsequent mentions, “Essentials” may
be used. If you have already mentioned Windows
Live on the same page and there are space
constraints, you may use “Essentials.” Use “2011”
Alternate: Full-color vertical logo in the call to action: “Download Windows Live
Essentials 2011 to get the latest version.”
• Observe all usage rules and “don’ts” shown on
page 21.
• Only use the one-color (black) logo in cases where
the Preferred or Alternate logo cannot be used in
print. Never use this logo online.

One-color (black) logo

Limited Use (Only use in cases where Preferred or

Alternate cannot be printed)

13 Windows Live Brand Identity Guidelines Microsoft Confidential October 2011

Referencing Hotmail
The Hotmail brand logo Where to use
• Use the logo when referencing the brand in
Preferred: Full-color horizontal logo Alternate: Full-color vertical logo marketing communications.
• Do not use in conjunction with the Windows Live
brand logo.
• You may use the product icon when describing how
multiple applications work together.
• Do not use icons as a primary marketing element or
a design element.
• Product icons may be used in product pages when
listing products. It can be used in combination with
the name of the product underneath or beside it,
but do not make it look like the logo.

Microsoft version (horizontal) Microsoft version (vertical)

How to use
• Whenever possible, use the horizontal version of
the logo in which the symbol appears in full color.
When minimum size requirements are not met for
the full-color logo, you may use the product-only
logo. See page 19 for minimum size requirements.
• In copy, you can now use “Hotmail” in both the
first and subsequent messages. Use the Microsoft
Hotmail version of the logo where it is not possible
to sign-off with the full “Microsoft” logo elsewhere
Product icon One-color (black) logo in the communication. Typically, it will be necessary
to use this version in 3rd party and partner
communications.
• Observe all usage rules and “don’ts” shown on
page 19-20.
• Only use the one-color (black) logo in cases where
64px* 32px* 16px*
the Preferred or Alternate logo cannot be used in
Limited Use (Only use in cases where Preferred or print. Never use this logo online.
Alternate cannot be printed)
For product icons, contact wlicons@microsoft.com.
*The .ico file also contains sizes 256px, 128px, 96px, 72px, 60px,
48px, 40px, 24px, and 20px at 32-bit depth. At 4-bit depth and
8-bit depth, the .ico file contains 48px, 32px, 24px, and 16px sizes.

14 Windows Live Brand Identity Guidelines Microsoft Confidential October 2011

Referencing SkyDrive
Where to use
The SkyDrive brand logo
• Use the logo when referencing the brand in
marketing communications.
• Do not use in conjunction with the Windows Live
Preferred: Full-color horizontal logo Alternate: Full-color vertical logo brand logo.
• You may use the product icon when describing how
multiple applications work together.
• Do not use icons as a primary marketing element or
a design element.
• Product icons may be used in product pages when
listing products. It can be used in combination with
the name of the product underneath or beside it,
but do not make it look like the logo.

How to use
Microsoft version (horizontal) • Whenever possible, use the horizontal version of
the logo in which the symbol appears in full color.
Microsoft version (vertical)
When minimum size requirements are not met for
the full-color logo, you may use the product-only
logo. See page 19 for minimum size requirements.
• In copy, you can now use “SkyDrive” in both the
first and subsequent messages. Use the Microsoft
SkyDrive version of the logo where it is not possible
to sign-off with the full “Microsoft” logo elsewhere
in the communication. Typically, it will be necessary
Product icon
to use this version in 3rd party and partner
communications.
• Observe all usage rules and “don’ts” shown on
One-color (black) logo page 19-20.
• Only use one-color (black) logo in cases where the
64px* 32px* 16px* Preferred or Alternate logo cannot be used in print.
Never use this logo online.

For product icons, contact wlicons@microsoft.com.

*The .ico file also contains sizes 256px, 128px, 96px, 72px, 60px,
Limited Use (Only use in cases where Preferred or
48px, 40px, 24px, and 20px at 32-bit depth. At 4-bit depth and
Alternate cannot be printed)
8-bit depth, the .ico file contains 48px, 32px, 24px, and 16px sizes.

15 Windows Live Brand Identity Guidelines Microsoft Confidential October 2011

Referencing Windows Live
Where to use
The Windows Live brand logo
Although, the Windows Live brand has taken a less
prominent role, it is still is an important part of our
communications
Preferred: Full-color horizontal logo Alternate: Full-color vertical logo • Use only when referencing all Windows Live
products, in the header of a Windows Live product
landing page, or as part of the Windows 7 “to the
Cloud” advertising campaign
• Do not use logo as the primary brand when
marketing individual products

How to use
• Only in Windows Live marketing materials.
• Never modified in any way. Do not recombine the
Alternate: Full-color vertical stacked logo artwork elements with other logos or graphics
to create new artwork. Use the artwork as it is
provided on Media Bank.
• Never appear connected to, or as part of, any other
type, symbol, or icon (except for the trademark
symbols, which should always accompany the logo).

Color line-art logo One-color (black) logo

Use only when a full color logo is not possible.

16 Windows Live Brand Identity Guidelines Microsoft Confidential October 2011

Usage examples for product logos
Product emails Banner ad

All should use the Microsoft logo in the sign-off

position, as shown here.
For new/fresh examples, check out the showcase
page on https://brandtools.partners.extranet.
microsoft.com

17 Windows Live Brand Identity Guidelines Microsoft Confidential October 2011

Usage examples for Windows Live brand logo
Windows Live web pages

Example of Windows Live in UX.

Example of displaying all products.

18 Windows Live Brand Identity Guidelines Microsoft Confidential October 2011

Usage details for logos
Clear space
The logo should not be placed too tightly against
Clear space Minimum size typography, other graphic elements, or page trim.
Always surround the logo with a clear space equal to
In print: x is greater than or equal to 0.2 inches. the height of the lowercase letters.
x x On-screen: x is greater than or equal to 18 pixels.
Minimum size
x The graphic on the left shows the smallest acceptable
x x x
size for the logo. Never use the logo smaller than this,
either in print or on-screen. If the full-color logo

x x cannot be shown at minimum size, you may use the

product-only logo instead.
x
x x x
Trademark symbols
The trademark symbols are included in the logo

x x artwork available on Media Bank. Include all

trademark symbols as they are provided.
• In extremely small or large applications, you may
need to adjust the size of trademark symbols so that

x x
x
they are legible but not disproportionately large.
• All trademark symbols should be the same size.
• All trademark symbols, including the one next to
the Messenger symbol, should be the same color as
the logotype.

Trademark symbols

19 Windows Live Brand Identity Guidelines Microsoft Confidential October 2011

Logo don’ts

Your new is here.

Don’t change the color of the logotype. Don’t change the color of the symbol. Don’t skew or stretch the logo. Don’t use the logo in copy.

Special Edition
HOTMAIL
Don’t create new product logos. Don’t change the position of the symbol. Don’t alter the typography in the logotype. Don’t connect other symbols or icons with
the logo.

Don’t use the Windows Live logo next to the Don’t rotate or tilt the logo. Don’t place the logo over or within other
Windows Live product logos. graphic shapes.

20 Windows Live Brand Identity Guidelines Microsoft Confidential October 2011

Usage details for the Messenger icon
Using the Messenger icon in marketing
The Messenger icon has built up tremendous brand
Appropriate modification of the Messenger icon equity, making it widely recognized internationally.
You may use the Messenger icon as a “hero” element.
Both Messenger icons used together The blue icon used alone Because these icons are trademarked, it is important
that you do not alter the icon itself. However, in some
cases, you can modify the icon to accessorize it. Any
modifications should be minor, however, and should
not make the icon less recognizable. If you choose to
modify the icon, follow these rules:
• Use the appropriate product icon for the Windows
Live service that is the focus of the piece.
• In general, use both figures together in all
applications. Use one figure only in personalization
stories, where you should use the blue icon.
• Never create new icons. Always use the official icons.
For example only. Do not use these samples in marketing communications. • Any modifications of the Messenger icon
must be sent to wlbrand@microsoft.com for
brand review.

When modifying the Messenger icons,

please follow these guidelines:
Messenger Icon Don’ts When using the Messenger icon as a “hero” element,
it is okay for the icon to:
• Jump, nod, or move in non-suggestive ways.
• Wear a hat or accessories that do not obscure the
body so that it isn’t recognizable.
• Be shown with more than one icon.

DO NOT:
• Add facial features to the icon.
Do not colorize Do not add Do not distort Do not make • Put clothes on the icon.
inappropriate or skew transparent • Change the shape of the icon – head, body or arms
objects
• Show the icon being harmed.
• Put the icon in a situation that a person would find
embarrassing or humiliating.
• Show the icon involved with anything inappropriate.

21 Windows Live Brand Identity Guidelines Microsoft Confidential October 2011

Gradient backgrounds
Overview
The color backgrounds are an important element of
the visual identity. Rich and vibrant, they create
contrast, help other elements stand out, and create a
unified story.
You may use any of the four color backgrounds in
your communication. If there are multiple pages in
your design, you may use all four color backgrounds,
but don’t use more than one color background within
Don’t crop in so tightly that
a particular spread.
the hot spot is excluded.
A white background may be combined with a color
background. For example, a website header would
use a color background and the body of the web
page would use a white background.

Windows
Windows Yellow Background Windows
Windows Green Background
Yellow Green
Background Background
Don’t crop in too tightly on
dark areas.

Don’t use more than one

background.

Windows
Windows Blue Background Windows
Windows Live Light Blue Background Don’t use multiple colors
Blue Light Blue
(NEW)
Background
together.
Background
(NEW)

22 Windows Live Brand Identity Guidelines Microsoft Confidential October 2011

Typography
Overview
The visual identity uses the exclusive Microsoft Segoe
font family.
Segoe Regular, Light, Italic, and Bold Copy elements The preferred weights for use in communications are
Segoe Light and Segoe Regular, but other weights
ABCDEFGHIJKLabcdefghijkl
headline
and the italic font are available for limited use.

ABCDEFGHIJKLabcdefghijkl • Use Light for headlines and large subhead copy (14
points or larger).
ABCDEFGHIJKLabcdefghijkl Segoe Light • Use Regular for body copy or subheads smaller than

HEADLINE
14 points. Do not set body copy in uppercase.
ABCDEFGHIJKLabcdefghijkl • Use Light Italic for pull quotes. May also be used in
headlines to emphasize one or two words.
Felt Tip Roman • It is preferred that headlines use sentence-style
capitalization, although they may be set in
ABCDEFGHIJKLabcdefghijkl uppercase.
Segoe should be used to create headline graphics
and banners for the web. Use Tahoma for interface
and navigational elements, and Verdana for the body
Body copy Lorem ipsum dolor content of web pages.
seize any moment sit amet, consec tetur adipisc-
ing elit. Integer id nunc justo.
seize any moment Copy may be set in one of the four primary colors or
black, white, or gray. Choose a color that provides the
best contrast with the background.
Don’t overuse color in the typography. Don’t overly track the letterspacing. Don’t use Segoe Regular in headlines.
Use of handwriting
Use handwriting sparingly. It should be used to
communicate someone’s voice—either the
customer’s or a specific person’s (for example, a pull

seize any moment seize any moment SEIZE ANY MOMENT quote in an e-mail from a Microsoft employee).
 ake sure that handwriting is legible if real
M
handwriting is used.
Don’t use Segoe Black. Don’t use Segoe Script. Don’t set body copy in uppercase.
Sentence-style capitalization is preferred.
Note: This is a change from the
previous version of the Windows  andwriting can be placed horizontally, vertically, or
H
slanted.
Live guidelines. This font is no
longer recommended for a  olor handwriting on a color background is
C
HEADLINE handwritten look. acceptable to use, but consider the results of color
combinations.
Don’t use handwriting for headlines. Do not use handwriting for headlines.
For more details on our font family, check out the
Microsoft brand guidelines.

23 Windows Live Brand Identity Guidelines Microsoft Confidential October 2011

Secondary elements
Overview
Light wave elements • Use colored backgrounds with light waves.
Backgrounds may be gradient colors or primary or
Light wave 1 extended palette colors.
• Use to create a visual hot spot to draw attention to
one of the Windows Live product logos. Place logo
in the lightest part of the light wave.
• When adding graphics on top of light waves, ensure
that the resulting combination is not too busy and
does not distract from copy.
Place logo inside contrast
of light wave for highlight. • There are no prescribed uses for light wave 1 versus
light wave 2. You should choose the style that works
best for your communication.
• When designing for small spaces, scale light wave
down so that it fits the background.
DO NOT:
• Use light waves over photography.
• Colorize the light waves.
Light wave 2
• Change the shape or skew the light waves.

When using a vertical

Light waves can be
background, rotate light
placed over flat-color
wave and scale to fit
backgrounds.
appropriately if needed.

Scale light wave to fit

background for small sizes.

24 Windows Live Brand Identity Guidelines Microsoft Confidential October 2011

Secondary elements
Product icons –Essentials
Print ads In an effort to reduce the number of product brands
we market, we have eliminated the individual product
logos for Photo Gallery, Movie Maker, Mail, Mesh,
and Family Safety.
• Use the Windows Live Essentials logo in sign off
position
• Use the product icons as an optional “hero”
graphic
• Do not lock up the icon with the product name or
other text

Messenger emoticons
The Windows Live emoticons should not be used for
marketing. However, we understand that sometimes
the need arises to show in-product UI elements.
Please contact wlbrand@microsoft.com for approval
before using.

Web banners

25 Windows Live Brand Identity Guidelines Microsoft Confidential October 2011

Photography style
Our photography will capture the connections made
in everyday moments.
Our photography library is available on Media Bank.
If you need to supplement this library, the style
principles below must be followed when choosing
photos from other Microsoft photography libraries.
• Active moments—unscripted and natural
• Natural lighting and vivid, rich color
• Sharp focus and strong composition
• “The best snapshot you ever took”
• Focuses on a main character – a “hero”
When choosing photography showing products and
people, do not show static moments.For example, a
person sitting and staring at a PC or standing alone
and looking at a phone.
The Windows Live photo library is located on Media
Bank under Active>U-Z>Windows Consumer

26 Windows Live Brand Identity Guidelines Microsoft Confidential October 2011

Names
Referring to trademarked names
The following properties receive the trademark
symbol (™) or registered trademark symbol (®), as
shown, on the first reference in the body text of
Hotmail®: Online e-mail You can now use Hotmail stand alone on the first
communications that require trademark attribution.
and subsequent mentions. Use Hotmail only to refer
service to the service. Otherwise, use e-mail or describe the
specific area, such as the inbox or the folders. Exceptions:
Symbols are not used in the body of the user
interface; instead, trademarks will be attributed
through a standard footer at the end of each page.
Likewise, trademark symbols are not required in
Help files.
Windows Live® Instant messaging Always use Windows Live Messenger on first
mention. On subsequent mentions, shorten
Messenger: service to Messenger. Hotmail®
SkyDrive®
Windows Live®

Do not include a registered trademark symbol after

SkyDrive®: Online storage for You can now use SkyDrive stand alone on the first
and subsequent mentions. Windows when it is part of the Windows Live name.
file sharing The Windows Live name is a composite trademark.
When referring to a beta version, use a lowercase ‘b.’
Note: Windows Live and SkyDrive are now registered
trademarks and use ® instead of TM.

Windows Live® Free programs for Use Windows Live Essentials on first mention;
Essentials can be used on subsequent mentions.
Essentials: your Windows PC

Windows Live®: Parent brand Use Windows Live® on first mention; the trademark
symbol may be dropped on subsequent mentions.
Always use the full name

27 Windows Live Brand Identity Guidelines Microsoft Confidential October 2011

Other names

Products included
in Windows Live Windows Live® Family Safety Use full name on first mention; on subsequent mentions you may
drop Windows Live.
Essentials Windows Live® Mail
Windows Live® Movie Maker
Windows Live® Photo Gallery
Windows Live® Mesh
Windows Live® Writer

Products with
versioning Windows Live® Essentials 2011 Use the full name on first mention, for example, Windows Live <product> 2011.
If you have already mentioned Windows Live on the same page and there are
Windows Live® Family Safety 2011 space constraints you may use <product> 2011. On subsequent mentions, you
may drop “Windows Live” as well as the version number. For example,
Windows Live® Mail 2011 “Download Windows Live Essentials 2011 to get the latest version of MovieMaker
Windows Live® Messenger 2011 and capture great memories!”

Windows Live® Movie Maker 2011

Windows Live® Photo Gallery 2011
Windows Live® Mesh 2011
Windows Live® Writer 2011

Features of Hotmail,
Messenger or Calendar +other features Do not combine with Windows Live. Refer to these as features of
Hotmail, Messenger or SkyDrive.
SkyDrive Contacts
Profile

For questions and an extensive list of other features, contact the Windows Live brand alias.

28 Windows Live Brand Identity Guidelines Microsoft Confidential October 2011

Resources

We know these guidelines will not answer every conceivable communication question.
For any further questions, please contact wlbrand@microsoft.com.

Where to get the logos and other assets:

Go to http://mediabank (Active  U-Z  Windows Live)
External: https://mediabank.partners.extranet.microsoft.com/ (Active  U-Z  Windows Live)

MICROSOFT CONFIDENTIAL For Microsoft internal use only. Do not send material from this document to any third party. Materials herein are not for use by third parties, including, but not limited
to, OEMs, DSPs, ISVs, IHVs, or resellers. Authorized vendors may use materials only pursuant to an express work request and/or agreement from Microsoft.

29 Windows Live Brand Identity Guidelines Microsoft Confidential / February 2011