The Sophos Brand Guide
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Cybersecurity is complicated and at times overwhelming. Why would anyone make it more difficult? At Sophos we are devoted to removing the superfluous, the superficial, and the complex to provide clarity. We’ve carefully selected each aspect of our visual identity: colors, fonts, icons, and imagery to organize and optimize communication. Why? Because we all have the right to understand the security protecting us in a vast cyber world.
The Sophos Logo
The Sophos logo is a universal signature we use across all our communications. We want it to be instantly recognizable, so consistency is important.
- The logo may not be imitated or used as a design feature or disparage Sophos or its products or services.
- The logo or name may not be used in any other company name, product name, service name, domain name, website title, publication title, or the like.
- The Sophos logo should always be in Sophos Blue, black or white on Sophos Blue or dark background. The tagline should always be the same color as the logo.
- The logo must be used as provided and cannot be distorted in appearance.
- Don’t add elements or effects like shadows, dimensions, and gradients to the logo.
- Don’t create patterns with the logo.
- Don’t place the logo over busy or distracting backgrounds.
- The logo must never be used to represent the word “Sophos” in text, headlines, or product names.
Logo and Tagline
To properly display the logo, a minimum clearance between the logo and other elements must be maintained. The height and width of the S in the logo indicates the measurement of minimum clearance between the logo and other elements on all sides of the logo. The logo is not accompanied by the registered trademark symbol (®).
Spacing
Background and Logo Colors
'S' Shield
The ‘S’ Shield is a graphic representation of our company but it should not replace the Sophos logo in a single piece of communication. As such we are able to use and manipulate it to create assets to help communicate our message, from background elements to Partner conference branding. But consideration should always be used in how the icon is manipulated to retain its consistency with the Sophos brand.
- The integrity of the ‘S’ and shield must remain.
- Don’t manipulate the ‘S’ separate from the ‘Shield’
- When manipulating the icon, consider it existing in a 3D space and thus would adhere to proportions and perspective.
- Don’t add addtional elements to the icon.
- Don’t outline the icon.

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Using color in a consistent way reinforces our brand. The distinctive vibrant colors play a major role in establishing our identity and should be implemented consistently in all web applications, print communications, and presentations, as well as in a broad range of marketing materials.
Primary
Secondary
Typography
Sophos typographic identity is visible across many applications, including print, electronic, and environmental displays. The following type selections have been made to best represent the voice of Sophos and to maintain a consistent tone throughout various communications.
Headline
Sophos Sans Semibold
Headline = X pt size
Leading = 95-100% X point size
Track -10
Kern to perfection
Left align left
Spacing
> or = to the x height of headline
Subheadline
Sophos Sans Medium
50% of headline pt size
Leading 110% of subheadline point size
Track -15
Kern as needed
Align left
Digital
H1 Heading
Sophos Sans Semibold
Size 64 px
Line height 64 px
Track -1.5 px
The best defense
is the best defense.
H2 Heading
Sophos Sans Semibold
Size 46 px
Line height 46 px
Track -.75 px
Sophos evolves to meet every new challenge.
H3 Heading
Sophos Sans Medium
Size 26 px
Line height 30 px
Track -.5 px
Sophos evolves to meet every new challenge, protecting more than 400,000 organizations.
H3 Strong
Sophos Sans Semibold
Size 26 px
Line height 30 px
Track -.25 px
Sophos evolves to meet every new challenge, protecting more than 400,000 organizations.
Paragraph
Sophos Sans Regular
Size 18 px
Line height 24 px
Track 0 px
Paragraph Spacing 10 px
Sophos evolves to meet every new challenge, protecting more than 400,000 organizations of all sizes in more than 150 countries from today’s most advanced cyber threats.
Powered by SophosLabs, our cloud-native and AI-enhanced solutions are able to adapt and evolve to secure endpoints and networks against never-before-seen cybercriminal tactics and techniques.
Inset
Sophos Sans Regular
Size 12 px
Line height 15 px
Track 0 px
Sophos evolves to meet every new challenge, protecting more than 400,000 organizations of all sizes in more than 150 countries from today’s most advanced cyber threats. Powered by SophosLabs, our cloud-native and AI-enhanced solutions are able to adapt and evolve to secure endpoints and networks against never-before-seen cybercriminal tactics and techniques.
Product Icons
These icons represent the core Sophos products. Black, white, or Sophos Blue are the recommended color to be applied when possible. Icons must be used in tandem with the their coordinating product title.
Product Icons
- Do not change or alter, color, proportion, design, or removal of any element.
- Do not distort appearance.
- Do not compress, stretch, distort, or rotate the icon.
- Don’t add additional elements to the icon.
- Don’t outline the icon.
- Icons must not be combined with any other object, including other logos, graphics, photos, design features, or symbols.
Sophos Cloud
Sophos Cloud
Sophos Email
Sophos Email
Sophos Encryption
Sophos Encryption
Sophos Endpoint
Sophos Endpoint
Sophos Endpoint Detection and Response
Sophos Endpoint Detection and Response
Sophos Factory
Sophos Factory
Sophos Firewall
Sophos Firewall
Sophos Managed Threat Response
Sophos Managed Threat Response
Sophos Mobile
Sophos Mobile
Sophos Phish Threat
Sophos Phish Threat
Sophos Professional Services
Sophos Professional Services
Sophos Rapid Response
Sophos Rapid Response
Sophos Switch
Sophos Switch
Sophos Web
Sophos Web
Sophos Wireless
Sophos Wireless
Sophos Workload Protection
Sophos Workload Protection
Sophos XDR
Sophos XDR
Sophos Zero Trust Network Access
Sophos Zero Trust Network Access
Sophos Central
Sophos Central
Product Tiles
- Do not change or alter, color, proportion, design, or removal of any element.
- Do not distort appearance.
- Do not compress, stretch, distort, or rotate the tile.
- Don’t add additional elements to the tile.
- Don’t outline the icon.
- Tiles must not be combined with any other object, including other logos, graphics, photos, design features, or symbols other than the specific product image associated with the product.
Product Images

Photography
Devices
Sophos does not sell laptops or monitors. To better emphasize our products, both software and hardware, all other devices are to be toned to better blend with the backgound. The devices should be similar in color as the background within the layout–blue, black or white. The content on screen is always in complete color.

Illustration
Coming Soon
Voice
The frontline I.T. warrior’s job is difficult and complex. At Sophos we strive to uncomplicate the world of cybersecurity by using humor, insight, direct and concise language. We’re here to help and if we use the same old platitudes as other security providers... well, that’s just not helpful at all.
Tone
We write for an international audience and must keep a consistent style, despite differences between regions. For global communications (especially the website and corporate blog), our style defaults to U.S. spellings.
Our style is based on AP Style. For all style inquiries, refer this guide first and then the AP Stylebook.
If you are writing for the U.K. or other regions where U.K. spellings are used, local language may be used in regional communications only.
Corporate Descriptions
25 Words
Sophos evolves to meet every new challenge, protecting more than 400,000 organizations of all sizes in more than 150 countries from today’s most advanced cyber threats.
50 Words
Sophos evolves to meet every new challenge, protecting more than 400,000 organizations of all sizes in more than 150 countries from today’s most advanced cyber threats. Powered by SophosLabs, our cloud-native and AI-enhanced solutions are able to adapt and evolve to secure endpoints and networks against never-before-seen cybercriminal tactics and techniques.
100 Words
Sophos evolves to meet every new challenge, protecting more than 400,000 organizations of all sizes in more than 150 countries from today’s most advanced cyber threats. Powered by SophosLabs, our cloud-native and AI-enhanced solutions are able to adapt and evolve to secure endpoints and networks against never-before-seen cybercriminal tactics and techniques. Managed through our award-winning, cloud-based platform, Sophos Central, our best-of-breed products work together through our unique Synchronized Security system to share threat intelligence and respond to evolving threats. The Sophos suite of products secures networks and endpoints against automated and active-adversary breaches, ransomware, malware, exploits, data exfiltration, phishing, and more.
Product Naming
To help establish the Sophos brand and it’s products requires consistent application across all communications. The name of the each product is to be used as seen below. Do NOT omit ‘Sophos’ before the name i.e. MTR, Endpoint, ZTNA etc.
Sophos Cloud
Sophos Email
Sophos Encryption
Sophos Endpoint
Sophos Endpoint Detection and Response
Sophos Factory
Sophos Firewall
Sophos MTR
or Sophos Managed Threat Response
Sophos Mobile
Sophos Phish Threat
Sophos Professional Services
Sophos Rapid Response
Sophos Switch
Sophos Web
Sophos Wireless
Sophos Workload Protection
Sophos XDR
or Sophos Extend Detection and Response
Sophos ZTNA
or Sophos Zero Trust Network Access
Spelling
Do Write |
Do NOT Write |
airplane |
aeroplane |
aluminum |
aluminium |
analog |
analogue |
analyze |
analyse |
behavior |
behaviour |
behoove |
behove |
caliber |
calibre |
catalog |
catalogue |
center |
centre |
color |
colour |
coupe |
coupé |
cross-sell |
crosssell |
cybercrime |
cyber-crime |
cybersecurity |
cyber-security |
defense |
defence |
honor |
honour |
liter |
litre |
mid-market |
midmarket |
more |
thanover |
neighbor |
neighbour |
organize |
organise |
realize |
realise |
recognize |
recognise |
upsell |
up-sell |
enduser and network business units |
|
endpoint and network technology |
|
Next-generation/next-gen or “the next generation of” |
|
synchronized security |
|
Security Heartbeat |
Legal
Style Guide
Abbreviations
Define abbreviations (e.g., AWS, EXE, PDF) the first time you use it in a document.
- Example: Active Directory (AD) is a Microsoft technology. AD is used by …
You do not need to define the abbreviation if it is commonly used (e.g., USB, UTM, OS).
Do not use periods in abbreviations (e.g., IT, not I.T.).
The exception is when abbreviating countries (e.g., U.K. and U.S.).
Acronyms
Acronyms we pronounce as words are written in lowercase, unless at the start of a sentence (e.g., laser, sonar, scuba).
For less common and technical acronyms, write them in capitals (e.g., CD-ROM, WYSIWYG interface, GNOME environment).
You can make abbreviations plural by adding a lowercase "s" without an apostrophe, (e.g., PDFs, CD-ROMs). For indefinite articles (“a” or “an”) before an acronym, choose the one you would use when pronouncing the acronym.
- Examples: an FTP server (“an eff-tee-pee server”), an OS (“an oh-ess”); a UTM (“a yoo-tee-em”).
Apostrophes
Apostrophes are used to show possession (e.g., the customer’s complaint, the company’s future). If the owner is plural, the apostrophe usually comes after the "s" (e.g., the customers’ complaints, the companies’ future, etc.). If the plural doesn’t end in an "s," treat it as a singular (e.g., the women’s committee, the people’s choice).
Two situations can cause problems:
Ordinary plurals (plurals of a single word) don’t need apostrophes. We sell apple’s and pear’s is wrong.
It’s or its? It’s means it is or it has, (contraction). Its means belonging to it, (e.g., the company is confident about its future). Its’ is never right.
Avoid using the possessive form of Sophos (say “our”). When you need to use it, use Sophos’ and not Sophos’s.
Bold
Use bold sparingly to emphasize words, numbers, and dates.
Bold italic
Bold italic makes text hard to read, so stick with bold.
Bullet points
When creating a list of bullet points, do not use a period at the end of the sentence.
Capitalization
Only capitalize proper names (e.g., product names, headlines, etc.) or at the beginning of the sentence.
Commas
When listing a series of elements, include a comma before the and/or.
- Example: The final decision was among a Jeep, a Mazda, and a Nissan.
This is called the serial comma, also known as the Oxford comma.
Contractions
Contractions shorten two words by adding an apostrophe like it’s or isn’t. Use contractions unless you’re writing something formal. You don’t have to use them all the time. Read it out loud to make sure it sounds natural and flows properly.
Dates
Use this format for dates:
September 15, 2010
If you’re using dates in a table, it’s fine to abbreviate the month (e.g., Sept. 15, 2008).
For decades, talk about the 1990s or ‘90s, never the 1990’s.
Communications that will remain strictly regional should use the local format.
Ellipses
Ellipses ( ... ) always have a space before and after.
Em Dash (—)
Em dashes may replace commas, semicolons, colons, and parentheses to indicate added emphasis, an interruption, or an abrupt change of thought. An em dash has a space before and after it.
- Example: Our antivirus zaps spyware and adware — and it wins awards. Our solution is easy to manage so you can focus on what’s important — your business.
Fractions
Write fractions out in full and hyphenate them, (e.g., three-quarters, one-and-a-half). Set decimal fractions as figures, (e.g., 3.14, 84.9).
Graphs
When you’re presenting numbers in a graph, use numerals, (e.g., 1,2,3).
Headlines
Headlines may be written as complete or incomplete sentences. Complete sentences should be written in Sentence case and include punctuation.
- Example: How does ransomware get to your data?
Incomplete sentences should be written in Title Case without punctuation.
- Example: Sophos Rapid Response
Hyphens
Use hyphens to make compound words, (e.g., full-disk encryption).
Sometimes you’ll need to use them to avoid confusion: A third world war is different from a third-world war. Full-disk encryption is different from full disk encryption.
If you’re not sure, look it up in the dictionary.
Italics
Avoid using italics. They make writing look cluttered.
Italic case is harder to read than normal copy and should be used sparingly.
Bold and italic at the same time is difficult to read and should not be used.
Italics should also be used when you’re talking about publications, TV/radio programs, films, shows, and ships:
- Huckleberry Finn
- Star Wars
- The New York Times
- USS Theodore Roosevelt
Money
For amounts of money, use the symbol for the units of currency without a space:
- US$123.45 (U.S. dollars)
- CDN$123.45 (Canadian dollars)
- €1,234.56 (Euro)
If you need to explain what the unit price is, say in cents or in dollars.
Names
The first time you mention someone, give their full name. Then call them by their first name. (e.g., Kris Hagerman is the CEO of Sophos. Kris says; Bruce Schneier is the world’s most prominent cryptographer. Bruce says ... ).
Numbers
To write out numbers, use words for one to nine and use numbers for 10 and above. Don’t mix the two in the same sentence, (e.g., I’ll write again in four days. I’ll write again in 12 days. I’ll write again in 4 days and in 12 days).
If you’re talking about measurements or adding numbers to a graph or table, always use numbers:
- 5 cm, 70 mph, 6 hr 17 min, £4 billion
For large numbers, separate the digits with a comma:
- 1,234
- 1,234,567
- 1,234,567.89
If it’s a whole number, you don’t need to write .00 after it.
Parentheses
Use parentheses (like this), not brackets [like this]. If you’re putting a whole sentence into parentheses, put the period inside too. (This is a full sentence in parentheses, so it has its full stop inside.) If you’re only putting part of a sentence inside the parentheses, then you need to put the period outside.
Percentages
In text, always write out “percent” in full (e.g.,: 16 percent growth). In a graph or chart “%” may be used.
Phone numbers
Make domestic U.S. phone numbers easier to read by adding a hyphen between each block and starting with a “+”: +1-866-866-2802. For numbers in other countries, use a space instead of a hyphen and always include an international calling code. You’ll also need to insert the area code’s 0 in parentheses:
- +44 (0) 1235 559 933
Places
Places take an initial capital: Boston, Paris, New York.
Use lowercase for compass bearings and don’t hyphenate them, (e.g., north, southeast, northwest). The only time you’d capitalize them is for well-established names for regions and areas like the South (of the U.S.), the Pacific Northwest, Southeast Asia, etc.
Quotations
If you’re quoting direct speech, use double quotation marks introduced with a comma.
- Example: Kate Libby said, “This is good news for our customer.” She added, “It will also increase our sales.”
Punctuation goes inside the quotes.
If there’s a quote within a quote, use single quotation marks within double quotation marks.
- Example: Richard Gill said, “That’s what the report meant by ‘The clear and obvious choice’.”
It’s very rare to need to do this, but if you’re quoting someone in a headline then use single quotation marks.
- Example: New computer system ‘best ever’ – report
Use quotation marks to provide a gentle emphasis. Words in quotes will stand out as important when someone reads what you’ve written, but they won’t stand out at a glance like bold.
Sophos
Sophos is always singular.
- Example: Sophos is trusted by 100 million users.
Never say Sophos are.
Than or then?
Than relates to comparison, while then relates to time, particularly sequential order, or step-by-step instructions.
- Example:
- Attacks are more sophisticated than we’ve seen before. (Comparison)
- Insert the disc, then follow prompts. (Sequential time)
Their, they’re, or there?
Use their when you’re talking about something that belongs to them. Use they’re as a contraction of they are. Use there to mean a specific place.
- Example: They’re leaving all their packages over there.
Times
We use a.m. and p.m., not AM/PM or am/pm. Do not include :00 for the top of the hour:
- 3 p.m. not 3:00 p.m.
- 3:30 p.m., etc.
- 12 noon or 12 midnight and
- 12 p.m. / 12 a.m. are both acceptable depending on the situation
Note: We default to the 12-hour clock, and to American date structure for worldwide copy. It is perfectly acceptable to use regional style (for example: 0930, 2230) for localized copy however.
Trademarks
Sophos owned trademarks should be referenced in the first instance, but not afterwards.
Underline
Don’t underline words to make them stand out.
URLs: In Print
You don’t need to preface a web address with http://. Only write out the network protocol if it’s something else like https:// or ftp://.
In body copy, it helps mark out the fact that it’s a URL if you preface it with www.
We also offer 24-hour technical support at www.sophos.com/support/.
For advertising and marketing communications, you can omit the ‘www.’ to save space.
- Example: Visit sophos.com today.
We also have a number of vanity URLs available for use with advertising and marketing materials, (e.g., sophos.com/endpoint, sophos.com/data, sophos.com/mobile, etc). To look up or request a vanity URL, email website@sophos.com.
Do not use initial capitals in web addresses (sophos.com not Sophos.com; facebook.com not Facebook.com).
We
It’s more personal to talk about us and we, rather than talking about Sophos.
Because we’re such a big company, make sure people know exactly who we are; is it your team, your business, or the whole company? If your context doesn’t make it clear, make sure to explain it to your reader.
But because we want to sound like a team of people, open and understanding, we frequently use we.
- Example:
- We are changing the way people think about digital security worldwide.
Your or you’re?
Use your when you talk about something that belongs to your reader. Use you’re as a contraction of you are.
- Example: You’re about to make your first payment.
Vocabulary
!
Never use exclamation marks.
&
Avoid using ampersands outside brand names, trademarks, formal titles, or in logotypes, (e.g., Ogilvy & Mather, Standard & Poor).
%
Use % when dealing with numerals. Use "percent" when the numbers are written out.
- Example: 5%. 10%. The stock is up five percent on the month.
24/7
Not 24x7
24/7/365
32 bit, 64 bit
No hyphens
affect
Verb, to influence
Effect - verb, to cause; noun, result
a lot
Two words
among
Among introduces more than two items, between introduces two items.
- Example: The funds were divided among Ford, Carter, and McCarthy.
anti-spam
anti-malware
Hyphenated
antivirus
One word. Do not use AV as an abbreviation.
apps
appliance
Sophos appliances (but Sophos Email Appliance/Sophos Web Appliance)
auto-update
back end
- Example: The new back end is great.
back-end
- Example: The back-end processor is powerful.
-based
- Example: PC-based
BlackBerry, BlackBerrys
Not BlackBerries or Blackberry
Blackhat
blacklist
Use in preference to block list.
cellphone
co-branded
complimentary
A compliment, with an i, is a kind or flattering remark. If a friend says he likes your new shoes, he’s giving you a compliment.
- Example: The CEO complimented the staff on their efforts. He made complimentary remarks about their recent work.
complementary
A complement, with an e, is a full crew or a set, and when something complements something else, it means they go well together. You might talk about a picture frame that complements a photo or the crew complement needed to operate a ship.
- Example: Enjoy the complementary drinks.
- Sophos Clean complements Sophos Endpoint Protection.
coordinate
cybercrime
cybercriminal
cybersecurity
cyberthreat
day zero
Use zero day (no caps, hyphen if adjective); do not use 0-day.
data center
Two words
data loss
Not data leakage
datasheet
One word
DDoS
desk aid
Two words
dial-up
Distributed denial-of-service attack
DOS
double-click
dropdown
ecard
No hyphen or caps
ecommerce
effect
See affect
e.g.
Write e.g. in lowercase and follow it with a comma. When giving an example, use e.g.
Use i.e. if you need to give further explanation (i.e., to explain a point you’ve made already in more depth).
One word, no hyphen
end user
Noun
end-user
Adjective
endpoint
Enterprise Manager
Not EM
etc.
Write in lowercase and always follow it with a period
- Example: Serial, parallel, USB, IEEE 1394, etc.
every day
Not everyday, unless as an adjective
- Example: Everyday occurrences happen every day.
Capitalize
failover
fake antivirus
Not Fake AV, not fake anti-virus
false negative
false positive
farther
Use farther to talk about distance, and use further to talk about time or amount.
- Example: Paris is farther north than Barcelona. (Distance)
- This year, we’re further along in the development cycle. (Time)
fewer
Use less when you’re talking about things you can’t count individually; use fewer with objects you can count one-by-one.
- Example: There were fewer attacks this month.
- There was less activity in the first half of the year.
filename
focused, focusing
One ‘s’
four-color process
Not 4-color process
full-strength
If preceding a noun
further
See farther
front end
Noun
front-end
Adjective
- Example: front-end interface
FTP
genotype
healthcare
help desk
Use as two words
- Example: Call the help desk for further information.
home page
HTTP
IDE
IP
IT
Not I.T.
i.e.
Use it if you need to give further explanation (i.e., to explain a point you’ve made already in more depth). Write i.e. in lowercase and follow it with a comma. To give an example, use e.g. instead.
inbox
InterCheck technology
internet
No capitalization
intranet
kernel-mode
Adjective
keyword
knowledgebase
One word
- Example: Sophos support knowledgebase
left-hand
Adjective; not left hand
less
See fewer
licence
Noun (U.K./AU)
license
Verb (U.K./AU); noun and verb (U.S.)
licensee
All countries
licensing
All countries
Linux
Ltd./ Inc.
Use abbreviation always. Don’t use Limited.
- Example: Sophos Ltd.
Mac/Macintosh
Not MAC
Mac OS X
Not OSX
macro
message box
mid-size business
Use mid-size business, not medium-sized business
more than
Use “more than” to discuss numbers, never “over”
NetWare
next-gen firewall
Hyphenate “next-gen” when followed by a noun
ongoing
online
Not on-line
onsite
OpenVMS
OS/2
outbox
Outlook
Outlook Express
Partner
- Example: Sophos Partner
- Our partners (only when using Sophos before partner)
PC
peer-to-peer
Plc
For Sophos; most other companies use plc or PLC - use their preference
plugin
popup
Use as one word
- Example: A popup window opens
practice
Noun in U.K.; noun and verb in U.S.
practise
Verb in U.K.
predefine
pre-empt
proactive
pull-down
Noun and adjective
PureMessage
real-time
Adjective; otherwise real time
- Example: A real-time transaction. He updated it in real time.
re-enter
registry
removable
re-read
right-hand
Adjective; not right hand
rollout
scalable
screensaver
smartphone
smartcard
Sophos Antivirus
Not Sophos Anti-Virus or SAV
SPARC
Not Sparc
spear phishing
standalone
Adjective; when used after a verb, stand alone is two words
- Example: A standalone computer; they stand alone.
SMTP
spam
No caps
startup
strapline
Not strap line
SUSE
system requirements
Use this phrase when referring to software. If referring to hardware use “technical specifications.”
technical specifications
Use this phrase when referring to hardware. If referring to software use “system requirements.”
troubleshoot
One word
whitepaper
One word