Allied Telesis Holdings K.K. is a network infrastructure company headquartered in Tokyo, Japan, established on March 9, 1987 as a network equipment manufacturer.[1] The company’s official brand guidelines, published through its marketing toolbox, document the current logo system in detail, including its anatomy, color specifications, and approved variations.
Design and History
The Allied Telesis logo is composed of two elements that must always appear together: a logomark and a logotype.[2] The logomark, which the company refers to as the “ATI” mark, features a series of stripes. The company’s brand guidelines caution against singling out or drawing attention to the logomark, and the use of the name “ATI” is not permitted.[2]
The logo is available in several versions to accommodate different applications. The “10-stripe” version is designated as the main version for most print applications, including documents and signage. A simplified “5-stripe” version is provided for web and digital materials, and for printed areas under 2 inches in width, to avoid physical bleeding or visual blurring of the stripes at small sizes. A stacked version is also available for spaces that are more square in shape, such as social media profiles.[2] The 10-stripe logos are specifically designated for print only in the company’s asset library.[3]
The company was originally established in Japan in March 1987 as System Plus Corporation, and was renamed Allied Telesis K.K. in September of the same year.[4] In July 2004, the company transitioned to a holding company structure, renaming itself Allied Telesis Holdings K.K. and establishing a new operating company, Allied Telesis K.K.[4]
Meaning and Symbolism
The Allied Telesis brand guidelines describe the corporate identity as “a symbol that reflects the way in which Allied Telesis wants to be perceived.”[5] The company’s stated brand attributes include standing behind customers and placing strong emphasis on compatibility and reliability.[5] The guidelines note that the identity was created with consideration of efficiency, culture, brand personality and attributes, cost, competitors’ look and feel, international issues and requirements, and longevity.[5]
Typography and Design
The Allied Telesis logo must appear in black and Pantone 1797, which is the preferred color option. When printing in four-color process, the logo should appear in black and the CMYK equivalent of Pantone 1797. One-color versions of the logo are limited to black or white and should be used minimally. The logo must never appear in any other colors.[2]
The brand guidelines specify clear space requirements: the clear space around the logo is equal to the cap height of the logotype, and no other graphic or text may enter this space. The guidelines also prohibit distortion, condensing, stretching, or altering the relative sizes of the logomark and logotype.[2]
The Allied Telesis logo is protected by registered trademark in many countries, though not yet worldwide. For legal reasons, collateral produced for global use should not feature the logo with the registered trademark symbol.[2]
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