About Crucial | Brand Hierarchy

Crucial is a brand of Micron, one of the largest memory manufacturers in the world, providing the same caliber of components that get prebuilt into new computers. This guide helps define the Crucial brand, our product lines, and our audience.

About Micron Technology, Inc.

We are an industry leader in innovative memory and storage solutions. Through our global brands — Micron® and Crucial® — our broad portfolio of high-performance memory and storage technologies, including DRAM, NAND, 3D XPoint™ memory and NOR, is transforming how the world uses information to enrich life for all. Backed by 40 years of technology leadership, our memory and storage solutions enable disruptive trends, including artificial intelligence, 5G, machine learning and autonomous vehicles, in key market segments like mobile, data center, client, consumer, industrial, graphics, automotive and networking. Our common stock is traded on the Nasdaq under the MU symbol. To learn more about Micron Technology, Inc., visit micron.com.

About Crucial

We are a global brand of Micron Technology, Inc. Our Crucial solid-state drives (SSDs) and memory (DRAM) upgrades are compatible with over 150,000 new and old desktops, laptops, workstations, and servers. The Crucial Ballistix gaming DRAM product portfolio delivers a performance edge to gamers, enthusiasts, and power users. Our Crucial products are available worldwide at leading retail and e-tail stores, commercial resellers, and system integrators, to enhance system performance and user productivity. Learn more at www.crucial.com.


Freestanding product brands



  • DRAM
  • NAND flash
  • NOR flash
  • Managed NAND
  • Hybrid Memory Cube
  • Multichip packages
  • Server memory


Enterprise and OEM SSDs

Advanced Solutions

  • 3D XPoint Technology
  • Pico Computing Systems


  • Desktop memory
  • Laptop memory
  • Memory for Mac®
  • Gaming memory


  • Internal SSDs
  • External SSDs


About Crucial | Messaging

Shown here are the short and medium versions for quick reference.

Official, approved messaging explaining what Crucial is all about is available for download.

About Crucial (short)

Crucial® memory and SSDs are compatible with over 100,000 systems and deliver a faster, more seamless computer experience. Expertise. Compatibility. Reiliability. Commitment. Crucial.

About Crucial (medium)

Memory and storage are crucial - your system won't work without them. Every time you press the power button, load apps, save documents, type, or move your mouse, you're using memory and storage. When it comes to these components, your factors are crucial: expertise, compatibility, reliability, and commitment. You need all four. As a brand of Micron®, Crucial® is part of one of the largest memory manufacturers in the world and we provide the same caliber of components that get prebuild into new computers. We live and breathe memory and storage, and we're here to transform you system's performance.

About Crucial | Timeline

Here are just a few key milestones over the years:


Micron announces the creation of Crucial Technology, a complete sales and service division for end users


We announce secure online ordering for customers on our “internet web site”


The Memory Selector (now known as the Crucial Advisor) is added to the website


We expand internationally with facilities in Scotland and Singapore


We’re first to sell DDR memory to end customers


Computer Shopper readers vote us best place to buy memory


We introduce graphics cards


The Crucial Gizmo! USB drive makes its debut


We launch Ballistix and DDR2


We launch the System Scanner for PCs


We launch the System Scanner for Macs


DDR3 launches under the Ballistix line


We launch our very first SSD


We introduce a French website


We roll out the Crucial RealSSD C300, the world’s first SATA 6Gb/s SSD


We introduce the Crucial m4 SSD


We launch our first mSATA drive


We are the first company to publicly demonstrate DDR4 technology


We start to expand our websites across the globe – first with China, then Italy, Germany, and Japan


We introduce BX200 to complement the MX series


In our 20th year, we launch the award-winning MX300 SSD


The BX300 makes its appearance, along with 128GB server modules


Our SSD line continues to expand with the MX500


Crucial launches 16GB based DRAM and the P1 PCIe NVMe SSD


Crucial announces anew portfolio of high-performance gaming DRAM and Portable SSDs

Crucial Identity | Brand Prism

Brand prisms help define a brand by looking at 6 different facets of how a brand is presented and perceived.

The words in blue are Brand Pillars. See Brand Pillar definitions

Crucial Identity | Brand Pillars

Brand pillars are personality traits that help describe a brand’s personality and tone of voice. These can be used as a tool to measure how well we are living up to our brand’s reputation and values.


[em-pou-er] 1. to give power or authority to; authorize

We empower consumers and businesses by giving them the knowledge and tools to make memory and SSD upgrades a do-it-yourself project.


[ee-zee] 1. not hard or difficult; requiring no great labor or effort

Our compatibility tools, regional delivery and support centers, steady supply and availability, and informative website make for a seamless customer experience.


[nol-i-juh-buh l] 1. possessing or exhibiting knowledge, insight, or understanding; intelligent

We understand memory and storage technology inside and out, and we pass that knowledge on by helping our customers understand product features, intricacies, capabilities, and limitations.


[ri-lahy-uh-buh l] 1. that may be relied on or trusted; dependable in achievement, accuracy, honesty

We started in this business more than 20 years ago. We’re committed to offering dependable service and quality products. We’re the memory and storage company you can count on.

Audience | Segments

A full persona overview guide is available upon request


Crucial has 2 unique audience segments. Messaging and visual treatment considerations should be made when creating content targeted at one of these audiences.

Consumer / Small Business

The tech-enthusiast, DIY-er, and need helper are all common end-user personas who are building a new PC or upgrading an existing computer to get the most performance and value.


These days everyone is a gamer, but our target is those who show above average hardware ownership and want the latest hardware technology for their PC gaming needs.

Audience | Segment Guide

Crucial should always maintain a consistent presentation of core values, personality, and visual identity. However, there are adjustments to our tone of voice and visual treatments that should be used to better engage with specific audience segments.

 When you aren’t sure which audience segment you are targeting, just follow the general visual and content guidelines.

Consumer/Small Business | Segment Guide

What Consumers Look For (in order of importance)

  1. Quality product that works reliably and improves performance (determined via online search, user reviews, and social discussions)
  2. Peer/influencer recommendation
  3. A deal, or perceived value-add
  4. Assurance (compatibility, support, good deal)
  5. High-level information (detail can overwhelm)
  6. Playfulness in communication(engagement creates brand loyalty)

How They Make Decisions

Likely to be swayed by emotion (fear, attraction, desire of status). Logic is at play when comparing price/spec with other brands.

Need Helpers


Mac Lovers

Tech Hobbyists

Technical Influencers

Professional Designers

Consumer/Small Business Tone of Voice

Customers looking to build or upgrade their computers are more likely to take advice from a friend or a popular blog than to do the research themselves. Being there for our customers makes an impact. Speaking to them like a knowledgeable friend builds trust.


Skip the wait.

You have better things to do than stare at progress bars.

Please note the ratio of color indicated by size, here.

When building collateral that is targeted to consumers or all audiences, use primarily White and Dark Blue as your color palette.

Pantone — White
CMYK — 0, 0, 0, 0
RGB — 255, 255, 255

Crucial Dark Blue
Pantone — 296C
CMYK — 85, 72, 59, 73
RGB — 12, 26, 36
HEX — #0C1A24

Dark Gray
Pantone — Cool Gray 11
CMYK — 0, 0, 0, 80
RGB — 88, 88, 90
HEX — #58585A

Medium gray
Pantone — Cool Gray 8
CMYK — 0, 0, 0, 50
RGB — 147, 149, 152 
HEX — #8c8c8c

Light Gray
Pantone — Cool Gray 1
CMYK — 0, 0, 0, 10
RGB — 231, 231, 232
HEX — #E7E7E8

Crucial Blue
Pantone — 640C
CMYK — 100, 0, 0, 20
RGB — 0, 146, 200
HEX — #0092C8

Gamer | Segment Guide

What Gamers Look For (in order of importance)

  1. Technical specs (compare to competition)
  2. Peer/influencer recommendation
  3. A deal, or perceived value-add
  4. Quality product (determined via high-level info and social discussion)
  5. Product & package design
  6. Assurance (quality, compatibility, warranty, supply, expertise)

How They Make Decisions

Often based on emotion (fear, attraction, desire of status). Cares more about specs, performance, and aesthetics. Wants to know it will improve their game.

How We Can Influence

Provide a good product and engage in a REAL and memorable way and you'll make a fan. Engage in a stiff, corporate, sales-driven way, and you'll be dismissed.

Ultimate Gamer

All-Round Enthusiast

Hardware Enthusiast

Conventional Player

Gamer Tone of Voice

Gamers want to know they have something made for gaming. They care about the specs even if they don’t understand them. The look of the product matters, and the opinion of their heroes and peers matters even more.


Why wait when you can dominate?

Demolish load times faster than a ling rush.

Please note the ratio use of color indicated by size here.

 When building collateral that is targeted to a gamer audience, such as gaming products or events, use primarily Dark Blue and Light Gray as your color palette.

Crucial Dark Blue
Pantone — 296C
CMYK — 85, 72, 59, 73
RGB — 12, 26, 36
HEX — #0C1A24

Light Gray
Pantone — Cool Gray 1
CMYK — 0, 0, 0, 10
RGB — 231, 231, 232
HEX — #E7E7E8

Dark Gray
Pantone — Cool Gray 11
CMYK — 0, 0, 0, 80
RGB — 88, 88, 90
HEX — #58585A

Medium gray
Pantone — Cool Gray 8
CMYK — 0, 0, 0, 50
RGB — 147, 149, 152 
HEX — #8c8c8c

Pantone — White
CMYK — 0, 0, 0, 0
RGB — 255, 255, 255 

Crucial Blue
Pantone — 640C
CMYK — 100, 0, 0, 20
RGB — 0, 146, 200
HEX — #0092C8

Accent Red
CMYK — 0, 99, 100, 0
RGB — 255, 0, 0
HEX — #FF0000

Accent Orange
CMYK — 0, 62, 100, 0
RGB — 255, 127, 0
HEX — #FF7F00

Accent Yellow
CMYK — 6, 0, 97, 0
RGB — 255, 255, 0

Accent Green
CMYK — 53, 0, 100, 0
RGB — 102, 255, 0
HEX — #66FF00

Avoid images or copy that glorifies or endorses game addiction

Visuals can be inspired by scenes of violence but should not depict actual violent acts.

Be sure images or copy are not offensive to specific cultures or regions.

Be clear about what we provide: (gaming memory and storage products)

Ensure correct licensing and written permissions are received for any use of 3rd party game titles, characters or equipment.

Avoid picturing competitor products.


There are a few patterns available to use within gaming communication design.

 Patterns should only be used for gaming specific communications. Please use only the patterns provided on the Asset Library.

Do use patterns as an optional subtle overlay over photos

Please adjust pattern to ensure text is legible when placing copy over patterns.

Do not use patterns at 100% opacity over photosplace patterns over a person’s face


  • use patterns over Dark Blue to create a dynamic background
  • combine the patterns to create more interest


Do not

  • change the colors in the patterns
  • place bold patterns behind product

Do use patterns with Dark Blue as semi-transparent overlay over photos to create a background for text

Please adjust pattern to ensure text is legible when placing copy over patterns.

Do not use patterns at a large scale


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