Cisco Brand Guidelines Book

21,563 views
21,419 views

Published on

Published in: Technology, Business

Cisco Brand Guidelines Book

  1. 1. The Cisco Brand Book© 2010 Cisco and/or its affiliates. All rights reserved.
  2. 2. As the Cisco business charges forward —entering new markets, reaching out to newcustomers, expanding globally — it is essentialthat the Cisco brand grow with it. We wantto make sure that the brand captures newaudiences while keeping existing customersloyal and happy. This book will help youenvision how the Cisco Brand is evolvingand will serve as a guide for implementingthe Cisco Brand Identity System, both insideand outside the company.The Cisco Brand.2 The Cisco Brand
  3. 3. IntroductionThe Cisco Brand 4Vision, Stance, Promise, and Attributes 8The Cisco Brand Experience 9Where to Begin 13Cisco Identity System 15Overview 17Logo 19Color 23Typography 29Icons 34Treatments 39Gradients 42Graphics 47Textures 54Imagery 58Design Application 63Using the Cisco Identity System 64Presentations 65Web / User Experience 66Data Sheet 67Brochure 68Packaging 69Video 70Tradeshow 71Environmental 72Asset Directory and Contact 74ContentsSection 1The Cisco BrandSection 2Cisco Brand Identity SystemSection 3Design ApplicationSection 4Brand Support3 The Cisco Brand
  4. 4. Section 1:The Cisco BrandThe Cisco Brand
  5. 5. The Cisco BrandCisco and its BrandCisco Brand StoryCisco and its BrandSo what is a brand? Simply put, abrand is a constellation of experiencesperceived in the heart and mind ofthe customer. Every time a customerengages with your company, theseexperiences grow. At Cisco our brand isa promise we make to our customers — apromise we strive to fulfill at every pointof customer interaction. For employees,the brand promise is reflected in theirdaily work experience.Ideally, our customers’ perceptionsof Cisco should align with our ownaspirations. We aspire to be a companythat brings people together, usingthe most innovative technology in theworld. When our customers sharethat vision, our branding efforts willbe successful. To reach that goalrequires active and purposeful brandmanagement. We begin by definingwhat our aspirations are; these arethe perceptions we want ourcustomers to have.Great companies are built on strongbrands that influence customer choiceand build loyalty. A strong brand isa competitive asset — one that canimprove market position and contributeto company profitability. When theessence of a brand is understoodwithin a company, it can serve as asource of inspiration, excitement,and employee satisfaction.5 The Cisco Brand
  6. 6. Cisco =Bringing peopletogether6 The Cisco Brand
  7. 7. Brand Vision Brand Promise Brand AttributesStates where we are going as acompany and what we want to be:The most trusted technology companyin the world, Cisco is a leader indelivering personal and business videothat transforms life’s experiences.The single idea we want to own inour customers’ minds:Cisco =Bringing people togetherBrand StanceOutlines our commitment to ourcustomers:When customers think of Cisco, theythink of a company that brings peopletogether by removing the barriers tocommunication. By connecting peopleCisco can transform our lives, makingus more productive, engaged,and powerful.The characteristics we want associatedwith Cisco. We have gathered inputfrom customers and we know that theseare all characteristics that they believeare important and that could stronglyaffect their purchasing decisions.InnovativeReliableQuality-DrivenTrustworthyEffortlessApproachableValue-OrientedPersonalVisionaryThe Cisco BrandCisco Brand StoryVision, Stance, Promise, and Attributes8 The Cisco Brand
  8. 8. The Cisco brand experience definesour customers’ interaction with ourcompany, its products, people, andcommunications. When customersinteract with Cisco we want theirexperience to be:ExceptionalThe experience should delight ourcustomers by providing unrivaled qualitythat exceeds their expectations.EffortlessThe experience should make ourcustomer’s life easier through itsstraightforward, friendly approach.VitalThe experience should meet ourcustomer’s needs by being essential,meaningful, and relevant.VisionaryThe experience should transform ourcustomer’s world for the better withinnovative, leading-edge interactions.Defining the Cisco Brand ExperienceThe Cisco Brand Experience9 The Cisco Brand
  9. 9. There are literally dozens of touchpoints inwhich customers interact with Cisco — fromadvertising to product interface to the phonecall with a technical support representative.We have grouped these touchpoints intothree sets — communications, products andservices, and people — and for each set wehave provided detailed standards that definewhat our brand experience should be.Standards for Each Set of Touchpoints10 The Cisco Brand
  10. 10. Cisco communications shouldalways be:Clear, engaging, and straightforwardUse language and visuals appropriateto the target audience.Friendly and welcomingBe approachable. Avoid coming across asoverbearing, in-your-face, or aggressive.Real and relevantBe honest and address what is mostimportant to the customer.Surprising and freshBoth the content and the way wecommunicate should be as innovativeas our products.The Cisco product and servicesexperience itself should always be:High qualityOur offerings should be unrivaledin performance and functionality.Easy and intuitiveWe should reduce complexity whiledelivering as much value as possible.Necessary to solve real problemsOur products and services need toactually help our customers.Unique, not imitative or derivativeWe want to lead the way, notcopy others.Interactions with people at Cisco shouldalways make customers feel we are:Straightforward and efficientQuestions or problems should be handledquickly and smoothly; we never want tocreate more issues for our customers.Respectful and confidentKnowledgeable, but never arrogant.We never want the customer to feel foolishor inept.Great listenersThe customer should feel we understandand anticipate his or her needs.Trusted leadersThe customer should feel we know theway and are on his or her side.Cisco Brand StoryThe Cisco Brand ExperienceExperience Standards11 The Cisco Brand
  11. 11. Where to BeginThe Cisco Brand
  12. 12. Within the framework of this book are theelements you need to articulate the CiscoBrand. While consistency is important, youwon’t find a rubber stamp. What you will findare all the tools you need to deliver a rangeof visual expression. As you determine whatstory to tell and how you want to tell it, youcan rely on the components of this book toempower inspiration.Where to Begin13 The Cisco Brand
  13. 13. How to beginThe Cisco BrandUsing the Cisco Brand Identity SystemKnow your audienceand design for themYou know your audience best. So it’sup to you to decide on the look andfeel that best suits your channel andits communications. Once you decideon what you want to say and how youwant to say it, you’ll be supported atevery turn with a visual system built tocater to your needs. The flexible toolsincluded in this design system willempower you to build communicationsto reach the diverse Cisco audience.Evolutionnot revolutionAt first glance, the new Cisco BrandIdentity System looks revolutionary. It’sbold, attention-getting, and surprising.And it’s designed to evolve far into thefuture. So we suggest implementingthe system in incremental, evolutionarysteps. Not all the elements of theidentity have to be launched in one fellswoop. In fact, we’ve got a considerableamount of brand equity invested in ourformer brand systems and graphicidentity. Our customers know, recognize,and trust the Cisco brand. We want tomaintain that trust.A system designedfor flexibilityWhen you are the world’s technologyleader, you know the only constantis change. Changing technology,expanding markets, emerging mediaplatforms. To stay relevant in thislandscape, the Cisco brand mustchange to keep pace with our businessneeds. To adapt, we’ve created anidentity system designed to evolve.Vibrant, exciting, and forward-thinking,our visual system is flexible enough tolet you build Enterprise communicationsthat are fun and dynamic, or createConsumer messaging that is clean,simple, and elegant.14 The Cisco Brand
  14. 14. Section 2:Cisco Brand Identity SystemThe Cisco Brand
  15. 15. What are the elements that make up ourBrand Identity? The words you choose.The type you use. The colors, graphics, andimagery you communicate with. The wayyou use the Cisco logo. These are the keybuilding blocks that help tell the Cisco storyand shape people’s perception of Cisco —from consumer to shareholder, from partnerto employee.Cisco Brand Identity System16 The Cisco Brand / Cisco Brand Identity System
  16. 16. We’ve created building blocks forcommunicating Cisco’s Brand Identity ina unified visual system we call the BrandPalette. Comprised of core elementsincluding logo, color, type, and icons, aswell as extended expressions includingtreatments, gradients, graphics, andtextures, this wide range of tools isdesigned to be flexible and expandable —so you can use your creativity to innovateacross all media. To effectively definethe Cisco brand experience, these coreelements must be aligned across everytouchpoint, from consumer to shareholder,from partner to employee.SECTION OVERVIEWThe following sections provide creative guidance on how to use thebrand palette. With a shared design sensibility we can use each elementto elevate the Cisco Brand in a way that is distinctive and at onceimmediately recognizable as Cisco.Cisco Brand Identity SystemBrand PaletteOverviewLOGO cOLOR TYPOGRAPHY ICONSTREATMENTS GRADIENTS GRAPHICS TEXTureSTypographyPlayful.Clean.Delightful.Content Panes:100% Opaque WhiteOverlay:75% Opaque Black17 The Cisco Brand / Cisco Brand Identity System
  17. 17. Cisco Brand Identity System:Brand Palette1. Logo2. Color3. Typography4. Icons5. Treatments6. Gradients7. Graphics8. Textures9. ImageryCore Brand ElementsBrand ExpressionsThe Cisco Brand
  18. 18. The Cisco logo is iconic and distinct.It signals a consistent foundation —maintaining brand equity while reinforcingbrand leadership, confidence, and reliability.In classic, preferred, or supplemental colors,the Cisco logo works across all media. Witha flexible approach to palettes and logostaging, the Cisco logo comes alive withrenewed spark and energy.1. Logo Principles19 The Cisco Brand / Cisco Brand Identity System
  19. 19. BlackPMS 7477 + PMS 187 PMS 7477PReferred palette / solidPReferred palette / gradientsReversedThe Cisco logo should work across allmedia. The style you choose will dependon the environment in which the logoappears. To ensure the expression of thelogo is right for its context, we’ve createda system that includes PANTONE® color,and an extended palette of solid colorsand gradients as well as reversed logotreatments. So whether the Cisco logoappears on packaging, the Web, TV, inprint, on screen, or on a product, youhave near infinite design flexibility to adaptthe logo to its appropriate design context.EXTENDED LOGO PALETTEThe palettes to the right provide an example of how color can be infusedinto the logo. These are only partial palettes. For complete palettes,please refer to the following Color section.Core Brand ElementsLogo ElementsLogo20 The Cisco Brand / Cisco Brand Identity System
  20. 20. Clear Space Maximum Size Minimum SizeNo trademark ™ symbol usage:Greater than 3-3/4", 1/2", or smaller,all on-screen applicationsxxxxxLogo maximum size with trademark ™ symbol: 3-3/4"Logo minimum size with trademark ™ symbol: 3/4"Core Brand ElementsLogo StandardsGive it space. To preserve the integrity and visual impact of the Cisco logo,always maintain adequate clear space around it. The clear space around thelogo is an integral part of its design, and ensures the logo can be seen quickly,uncluttered by other logos, symbols, artwork, or text.Too big, too much. When using the Cisco logo in large-scale formats,it is important only to include the trademark ™ symbol up to 3-3/4." Anythinglarger and the trademark symbol will begin to compete against the mark itself.Too small, not enough. To ensure that the Cisco logo and its trademarksymbol reproduce legibly at smaller scales, only include the trademark™ symbol down to 3/4". The trademark symbol will not reproduce legiblyat any size smaller than 3/4". For all video and on-screen applications, removethe trademark symbol completely.Logo21 The Cisco Brand / Cisco Brand Identity System
  21. 21. o Unified Wireless Networkpectrum Intelligence Solution Simplifies Detection Brochureo Spectrum Intelligence SolutionANNUAL REPORT 2009—LOGO LOCK-UPSAny text lock-up with the Ciscologo should be balanced,meaning equally weighted visually.Co-branded communicationshave other considerations.LOGO COLORColor fill choices should be madeon the basis of context and contrast.Whatever color fill you apply to thelogo should provide 60% contrastor better against the background.LOGO PLACEMENTThe Cisco logo should alwaysbe present on all Cisco-brandedcommunications, products,and services; present, but notdomineering, and rarely if everminiscule.Connect Your Employees toSuppliers and Customers, andYour Business to the World.For a small business like yours to communicateeffectively with suppliers and customers in today’scompetitive business environment, you need readyaccess to information, updated in real time. With theright solution, your business can collaborate moreeffectively and problem-solve like never before.The Cisco® Smart Business CommunicationsSystem (SBCS) is an all-in-one networking andcommunications solution that will enable you todo just that. And it includes the peace of mind thatcomes with support from the worldwide leader innetworking and communications.Core Brand ElementsCross Media ApplicationLogo22 The Cisco Brand / Cisco Brand Identity System
  22. 22. Color is the most fundamental yet mostpowerful tool in creating or expressinga mood or feeling. Take advantage of it.Play with color. Color brings our brandto life. Color used simply and with balancecan communicate clarity, consistency, andmodern sophistication. Vivid highlightsand contrasting subtlety turn ordinaryinto extraordinary.2. Color Principles23 The Cisco Brand / Cisco Brand Identity System
  23. 23. Cisco Classic colors serve as afoundational palette that work universallyacross all of Cisco. Made up of white andmonochromatic increments of gray andCisco Blue, these colors will anchor andbalance color expressions when used withextended primary and secondary palettes.When it is important to signal Cisco’sbrand equity with color alone, Cisco’slegacy PANTONE® 7477 remains a corecolor to be used in conjunction with themonochromatic palette.Preferred and supplemental base colorsspan the color spectrum. These colorshave been selected as a foundationfrom which to build and evolvesecondary palettes.SUPPLEMENTAL COLORSSupplemental colors work best as a foundation for highlights or accents. Theyshould not be used as a dominant color — specifically yellow and purple hues.Pantone 187R196, G18, B48C0, M100, Y79, K20#C41230Pantone 158R245, G128, B37C0, M61, Y97, K0#F58025Pantone 115R255, G225, B79C0, M9, Y80, K0#FFE14FPantone 390R193, G205, B35C22, M0, Y100, K8#C1CD23Pantone 7738R70, G160, B64C76, M13, Y100, K1#46A040Pantone 2925R0, G150, B214C85, M24, Y0, K0#0096D6Pantone 526R101, G45, B137C76, M100, Y7, K0#652D89Pantone 1797R227, G27, B35C0, M100, Y99, K4#E31B23Pantone 428R207, G212, B216C2, M0, Y0, K18#A7A9ACWhiteR255, G255, B255C0, M0, Y0, K0#FFFFFFPantone 423R159, G161, B164C0, M0, Y0, K44#9FA1A4Process BlackR0, G0, B0C0, M0, Y0, K100#000000Pantone 7477R0, G85, B104C80, M0, Y10, K68#005568Pantone 187R196, G18, B48C0, M100, Y79, K20#C41230Pantone 158R245, G128, B37C0, M61, Y97, K0#F58025Pantone 115R255, G225, B79C0, M9, Y80, K0#FFE14FPantone 390R193, G205, B35C22, M0, Y100, K8#C1CD23Pantone 7738R70, G160, B64C76, M13, Y100, K1#46A040Pantone 2925R0, G150, B214C85, M24, Y0, K0#0096D6Pantone 526R101, G45, B137C76, M100, Y7, K0#652D89Pantone 1797R227, G27, B35C0, M100, Y99, K4#E31B23Pantone 428R207, G212, B216C2, M0, Y0, K18#A7A9ACWhiteR255, G255, B255C0, M0, Y0, K0#FFFFFFPantone 423R159, G161, B164C0, M0, Y0, K44#9FA1A4Process BlackR0, G0, B0C0, M0, Y0, K100#000000Pantone 7477R0, G85, B104C80, M0, Y10, K68#005568Cisco Classic ColorsPReferred AND Supplemental COLORSColorCore Brand ElementsBrand ColorsPReferred COLORS Supplemental COLORS24 The Cisco Brand / Cisco Brand Identity System
  24. 24. Cool Warmbase analogous base analogousbase analogous base analogousbasebase extensionsfoundationbase extensionsfoundationbase extensionsfoundationbase extensionsfoundationanalogous base analogousbase analogousbase analogouscomplementarypairingcomplementarypairingcomplementarypairingcomplementarypairingWhen it comes to communicating theCisco brand, color is quintessential. Thefollowing color configurations show howCisco’s preferred and supplementalcolors can be expanded analogouslyto build harmonious color palettes andcomplementary pairings. Working fromthese analogous extensions will yieldrich results that marry well with Cisco’sfoundational colors.ANALOGOUS COLORAn analogous color scheme adds hues and values that are adjacentto a chosen color on a color wheel. For example, red to orange.COMPLEMENTARY COLORA complementary color scheme adds hues and values that are oppositeto a chosen color on a color wheel. For example, red and green.SHADES AND TINTSA shade is the mixture of a color with black, which reduces lightness. A tintis the mixture of a color with white, which increases lightness.USING COLOR WITH CISCO PANTONE® 7477These palettes have also been developed to work harmoniously with Cisco’slegacy PANTONE® 7477. If needed, PANTONE® 7477 can be used as asupport color with any of the palettes to reinforce Cisco’s brand equity.However, it is important that it be used sparingly and only when necessary.Core Brand ElementsExpanding Primary and Secondary PalettesCOOL — PReferred WARM — SupplementalColor25 The Cisco Brand / Cisco Brand Identity System
  25. 25. To help you make effective color choicesand ensure color is working to supportthe Cisco message and meaning, we’vedeveloped a number of color palettes.These extended palettes allow you todial up or down the intensity of anycolor combination for a wide range ofapplications, moods, and messages.Start with these palettes “as is” orcustomize to make appropriate foryour theme or application.USING COLOR WITH GRAYWhatever color palette you choose, both cool and warm palettes shouldbe used with foundational shades of gray. Whether gray is used as a baseto anchor or as a highlight to lift, the harmonious combination of rich huesand grays will define and elevate Cisco’s look and feel.IMPORTANCE OF WHITEThe use of white sets the stage for Cisco’s color to pop. Balanced ratiosof white space can accentuate the vibrancy of bold colors, or elevate thesophistication of muted tones and monochromatic grays.CISCO COLOR PALETTE LIBRARYThe palettes shown here are a recommended starting point for colorusage. If you require more palette choices, a complete library ofCisco analogous and complementary palettes is available.Core Brand ElementsAnalogous and Complementary PalettesPReferred ANALOGOUS PALETTES SPLIT COMPLEMENTARY PALETTESSupplemental ANALOGOUS PALETTESColorvividmutedbase analogousvividmutedbase analogousvividmutedbase analogousvividmutedbase analogousvividmutedbase pentagramvividmutedbase split complementary26 The Cisco Brand / Cisco Brand Identity System
  26. 26. —Typography.PlayWithColor—Together.palette transformed into gradientpalette transformed into gradientTypography.PlayWithColor—Together.base analogous extensionpalette transformed into gradient—Typography.PlayWithColor—Together.Color—Together.PlayWithColor—Together.COLOR IN TYPOGRAPHY AND LOGOInfuse color into type by words, letters,or as a gradient across words or phrases.When appropriate, complement yourcolor palette by treating the Cisco logowith color.COLOR IN GRADIENT TEXTURESChoosing a balanced analogous blendof color from a palette is a fundamentalstep in building harmonious gradients andtextures.COLOR IN GRAPHICS AND ICONSWork from analogous palettes tocreate graphics with balanced colorconsistency. Choose icons withcomplementary colors to unifyoverall color story.PALETTE APPLICATIONBefore developing designs,choose your color story andstay consistent. Choose fromprovided palettes to ensurea harmonious balance ofcolor hues and contrast.base analogous extensionpalette transformed into gradientCore Brand ElementsPalette Application / Thematic ExpressionColor27 The Cisco Brand / Cisco Brand Identity System
  27. 27. base analogousbase analogousCisco UnifiedWireless NetworkCisco Spectrum Intelligence Solution Simplifies Detection BrochureIf one analogous palette doesn’t meetyour needs, try pairing it with additionalanalogous palettes. As long as you moveadjacently within the color spectrum,pairing palettes should work harmoniously.But remember to find a good balance.Just enough color can be more effectiveand expressive. Too much color mayoverwhelm your message and makeyour layout confusing.PAIRING PALETTES ANALOGOUSLYWhen pairing palettes, pair them analogously to make sure that all colorswork harmoniously. Otherwise you can end up with conflicting palettes thatmay feel more disjointed than connected.INTEGRATING PALETTES INTO GRAPHIC LANGUAGEWhen using palettes in graphic expressions, you can gradually shiftcolors from light to dark, or alternate between light and dark for morecontrast. Either way works as long as you are using a harmoniouspalette built from analogous colors.Core Brand ElementsPairing PalettesPALETTE PAIRING PALETTE APPLICATIONColor28 The Cisco Brand / Cisco Brand Identity System
  28. 28. Type tells a story. The right typeface, usedconsistently, builds character. The newCisco Sans font fuses modern foundationalforms with universal functionality. With itsbroad range of weights, a clear hierarchyof information can be established to extendthe typographical scope of Cisco’s brand —whether it’s clean and simple, or delightfuland fun.3. Principles of Typography29 The Cisco Brand / Cisco Brand Identity System
  29. 29. TypographySo you can communicate quickly andsimply without distracting from yourmessage, we’ve created a systematicapproach to Cisco typography usingCisco Sans as our primary typeface.Choosing from a combination of weights,you can use Cisco Sans to create a clearand consistent visual hierarchy. Doneright, your use of type will draw readers’attention, lead them to the most importantinformation first, and maintain a senseof clarity, order, legibility, and structurethroughout your written communication.CISCO SANSThe primary face for all Cisco communications, Cisco Sans, is made up offive weights: Thin, Extra Light, Regular, Bold, and Heavy. For each weightthere is also an Oblique version. The majority of Cisco’s communicationsshould be set in Cisco Sans Extra Light, with thin and heavier weights servingas heads, subheads, or in creative typographic applications.CISCO SCREENDeveloped specifically for interface applications, Cisco Screen ensureslegibility on user interface, digital devices, hardware, or instruction manuals.Available in three weights, Light, Regular, and Bold, Cisco Screen maximizesfunctionality and readability within limited space. Cisco Screen is available inTrueType format only.ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzCisco sans thinCISCO SCREEN LIGHT CISCO SCREEN BOLDCisco sans extra LIGHTCISCO SCREEN REGULARCisco sans regularCisco sans boldCisco sans heavyABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzCisco sans thin OBLIQUECisco sans extra LIGHT OBLIQUECisco sans OBLIQUECisco sans bold OBLIQUECisco sans heavy OBLIQUECore Brand ElementsCisco Sans Font Family30 The Cisco Brand / Cisco Brand Identity System
  30. 30. TypographyBecause Cisco is a global company, weneed to ensure our typographic languageis communicated universally. With that inmind we developed the Cisco Sans fontfor cross-cultural and cross-platformuse. We provided full Cyrillic and Greekcharacter sets, in OpenType and TrueTypeformats so you can communicate on Macsand PCs, across Apple OS and MicrosoftWindows operating systems.CYRILLIC, GREEK, AND GLYPHSThe Cisco Sans font family includes Cyrillic, Greek and glyph charactersin all of the weights, including oblique. These characters are shown hereset in Cisco Sans Regular and Cisco Sans Obilque.OPENTYPE AND TRUETYPE FORMATSCisco Sans is available in both OpenType and TrueType formats.Optimized for cross-platform functionality, OpenType formats arepreferred whenever possible.Core Brand ElementsCisco Sans Font FamilyCISCO SANS FONT FAMILY FIGURESCISCO SANS REGULAR AND Cisco sans OBLIQUE0 !?:*123456789 01234567890123456789АБВГДЕЖЗИЙКЛМНОПРСТУХЦЧШЩЪЫЬЭЄЮЯЃҐҒЁҖҘӢЌҚҜҠЉҢЊѲҪЂЋѢЎӮҮҰҸӋҺӘЏЅІЇЈѴабвгдеёжзийклмнопрстухцчшщъыьэєюяѓґғёҗҙӣќқҝҡљңњѳҫђћѣўӯүұҹӌһәџѕіїјѵАБВГДЕЖЗИЙКЛМНОПРСТУХЦЧШЩЪЫЬЭЄЮЯЃҐҒЁҖҘӢЌҚҜҠЉҢЊѲҪЂЋѢЎӮҮҰҸӋҺӘЏЅІЇЈѴабвгдеёжзийклмнопрстухцчшщъыьэєюяѓґғёҗҙӣќқҝҡљңњѳҫђћѣўӯүұҹӌһәџѕіїјѵΑΒΓΔΕΖΗΘΙΚΛΜΝΞΟΠΡΣΤΥΦΧΨΩΆΈΉΊ ΐ Ϊ ΌΎΫΏαβγδεζηθικλμνξοπρστυφχψωςάέή ί ΐ ϊ όύώϋΰΑΒΓΔΕΖΗΘΙΚΛΜΝΞΟΠΡΣΤΥΦΧΨΩΆΈΉΊ ΐ Ϊ ΌΎΫΏαβγδεζηθικλμνξοπρστυφχψωςάέή ί ΐ ϊ όύώϋΰ$ ¢ £ €¥ % ‰ § @ € ? ! , ; . : “” ‘’ “« ‹ ( { [ # */ ^ _~ ¤ ¦ § © ª ™ ¬ ® ¯ ° ± ¹ ² ³ ⁴ º ¼ ½ ¾⅓⅔ ÷† ‡ № ™ ℮ √ ∞ ∫ ≈ ≠ ≤ ≥ = ◊ ∂ Δ Π Σ μ •…¶ º ← ↑ → ↓ ↔ ↕ ↖ ↗ ↘ ↙ ⋆$ ¢ £ €¥ % ‰ § @ € ? ! , ; . : “” ‘’ “« ‹ ( { [ # */ ^ _~ ¤ ¦ § © ª ™ ¬ ® ¯ ° ± ¹ ² ³ ⁴ º ¼ ½ ¾⅓⅔ ÷† ‡ № ™ ℮ √ ∞ ∫ ≈ ≠ ≤ ≥ = ◊ ∂ Δ Π Σ μ •…¶ º ← ↑ → ↓ ↔ ↕ ↖ ↗ ↘ ↙ ⋆CYRILLICBASIC GLYPHSGREEK31 The Cisco Brand / Cisco Brand Identity System
  31. 31. Leading / Tracking Hierarchy Color UsageAll leading is not equal. As a general rule of thumb: the smaller the pointsize, the larger the leading; the higher the point size, the tighter theleading. Leading should be set between 100 to 140% of the point size.The tracking for Cisco Sans can generally be set to 0. Adjust trackingand kerning where needed based on application.Type can lend clarity to your message. By employing a consistenttype hierarchy, the readability of your communication becomes moreclear and meaningful. The examples above give some guidance ontype hierarchy. In general, maintain a balanced contrast betweentitles/subtitles and body copy.Play with color. Simply infusing color into typography effectivelyaccomplishes two things at once: It clarifies both informational hierarchyand organization. And it elevates your typographic communicationwith personality and style. For appropriate Cisco color palettes,follow the guidelines in the color section.Cisco SmallBusiness Solutions.Technology you can trust.Lorem ipsum dolor sit amet, consetetur sadipscing elitr, seddiam nonumy eirmod tempor invidunt ut labore et dolore magnaaliquyam erat, sed diam voluptua. At vero eos et accusam etjusto duo dolores et ea rebum. Stet clita kasd gubergren, no seatakimata sanctus est Lorem ipsum dolor sit amet.Lorem IpsumLorem ipsum dolor sit amet, consetetur sadipscing elitr, seddiam nonumy eirmod tempor invidunt ut labore et dolore magnaaliquyam erat, sed diam voluptua. At vero eos et accusam etjusto duo dolores et ea rebum. Stet clita kasd gubergren, no seatakimata sanctus est Lorem ipsum dolor sit amet.Lorem IpsumLorem ipsum dolor sit amet, consetetur sadipscing elitr, seddiam nonumy eirmod tempor invidunt ut labore et dolore magnaaliquyam erat, sed diam voluptua. At vero eos et accusam etjusto duo dolores et ea rebum. Stet clita kasd gubergren, no seatakimata sanctus est Lorem ipsum dolor sit amet.InnovationLorem ipsum dolor sit amet, consetetur sadipscing elitr, seddiam nonumy eirmod tempor invidunt ut labore et dolore magnaaliquyam erat, sed diam voluptua. At vero eos et accusam etjusto duo dolores et ea rebum. Stet clita kasd gubergren, no seatakimata sanctus est Lorem ipsum dolor sit amet.Lorem ipsum dolor sit amet, consetetur sadipscing elitr, seddiam nonumy eirmod tempor invidunt ut labore et dolore magnaaliquyam erat, sed diam voluptua. At vero eos et accusam etjusto duo dolores et ea rebum. Stet clita kasd gubergren, no seatakimata sanctus est Lorem ipsum dolor sit amet.Lorem ipsum dolor sit amet, consetetur sadipscing elitr,sed diam nonumy eirmod tempor invidunt ut labore etdolore magna aliquyam erat, sed diam voluptua. At veroeos et accusam et justo duo dolores et ea rebum. Stetclita kasd gubergren, no sea takimata sanctus est Loremipsum dolor sit amet.Cisco SmallBusiness Solutions.Technology you cantrust. Cisco Small Business9 pt. / leading: 12.6 pt. / tracking: 0 A. Different point sizes / same weights A. Subhead and body copy in grayB. subhead in color / body copy in grayC. Creative copy in color15 pt.Extra lightGrayColor9 pt.Bold18 pt.Regular18 pt.Thin9 pt.Extra light9 pt.Extra lightGrayColorC. Same point size in one line / different weightsB. same point sizes / different weights10 pt. / leading: 13 pt. / tracking: 020 pt. / leading: 22 pt. / tracking: 0140%9 / 12.6Sophisticated. Playful.Clean. Delightful.Legibility. Current.Core Brand ElementsDesign Principles130%110%10 / 1320 / 22Typography32 The Cisco Brand / Cisco Brand Identity System
  32. 32. mployees toustomers, ando the World.yours to communicateand customers in today’sironment, you need readydated in real time. With theess can collaborate moresolve like never before.ess Communicationsn-one networking andthat will enable you toes the peace of mind thatthe worldwide leader incations.uch as:• Quick adaptation to marketchanges and increased productivityCisco SmallBusiness Solutions.Technology you can trust.When it comes to the technology that keeps youremployees, suppliers, and customers securelyconnected, it has to work. Cisco Small BusinessSolutions provide the networking and communica-tions technology you need, with the reliability,security and performance you expect from Cisco.The portfolio offers a broad range of small businessproducts that can enable you to get more done inless time.Cisco SmallBusiness Solutions.Technology you can trust.Cisco Spectrum Intelligence SolutionChoose the right integrated audio optionsfor your needs.Improve business efficiency using WebExAudio to connect up to 500 attendees permeeting. Set up your session witheasy-to-use phone options, includingglobal callback services. Or keep yourphone lines free while you save money withintegrated Voice over IP (VoIP)—from anycomputer worldwide. Deliver audio tothousands of participants in one-to-manyevents using Cisco WebEx Event Centerwith WebEx Audio Broadcast. Get WebExAudio services for a single monthly fee.Keep your meetings private and productive.Gain better control over your meetings.Identify which meeting attendee isspeaking with Active Talker indicators.Manage call activity with line muting, theability to add attendees easily, and more.Determine who attends and who doesn’tusing attendance controls, participant lists,and meeting lockouts. Improve efficiencyusing a unified meeting solution.Create a fuller, more productive meeting experienceusing Cisco WebEx™ Audio with your Cisco WebExsolutions.Take advantage of choices that include VoIP,traditional phone conference, and audio broadcast.8 Presentation D Cisco Confidential ©2010 Cisco Systems, Inc. All rights reservedCisco Unified Wireless Network© 1992-2009 Cisco Systems, Inc.Connect Your Employees toSuppliers and Customers, andYour Business to the World.Lorem ipsum dolor sit amet, consectetur adipiscing elit. Involutpat odio quis diam mattis tristique a vitae est.Pellentesque neque risus, iaculis id feugiat id, adipiscing eufelis. Mauris viverra tincidunt nibh vel convallis. Maecenas intellus vel sem iaculis sodales. Phasellus sit amet elit ac nullavarius tempus id eget risus. Nulla molestie volutpat ligula inpulvinar. Nulla facilisi. Cum sociis natoque penatibus etmagnis dis parturient montes, nascetur ridiculus mus.Maecenas sed nisl eget mi congue bibendum mattis a dolor.Maecenas vehicula laoreet dolor nec viverra. Vestibulumante ipsum primis in faucibus orci luctus et ultrices posuerecubilia Curae; Phasellus ullamcorper placerat tempor.Pellentesque faucibus enim id enim auctor pulvinar. Donecbibendum sagittis nisi quis euismod. Sed aliquam mattisaliquet. Etiam vel felis elit, quis vulputate nunc.Proin at tincidunt justo. Lorem ipsum dolor sit amet,consectetur adipiscing elit. In volutpat odio quis diam mattistristique a vitae est. Pellentesque neque risus, iaculis idfeugiat id, adipiscing eu felis. Mauris viverra tincidunt nibhvel convallis. Maecenas in tellus vel sem iaculis sodales.Phasellus sit amet elit ac nulla varius tempus id eget risus.Nulla molestie volutpat ligula in pulvinar. Nulla facilisi. CumConnect Now.Lorem ipsum dolor sit amet, consectetur adipiscingelit. In volutpat odio quis diam mattis tristique a vitaeest. Pellentesque neque risus, iaculis id feugiat id,adipiscing eu felis. Mauris viverra tincidunt nibh velconvallis. Maecenas in tellus vel sem iaculissodales. Phasellus sit amet elit ac nulla variustempus id eget risus. Nulla molestie volutpat ligulain pulvinar. Nulla facilisi. Cum sociis natoquepenatibus et magnis dis parturient montes, nasceturCOLOR AND TYPEThink of blocks of type as havinga color value — look at type with aneye toward color, contrast, balance,and texture.SENTENCE OR TITLE CASE ONLYOur preference is sentence and titlecasing only. Avoid using all caps tokeep typography Cisco branded.CLEAR SPACEType should be easy to read andpleasing to look at in layout. Use clearspace as context — type should not becrowded.ON-SCREEN LETTER SPACEOn-screen type is often letterspacedmore loosely than type in print in orderto improve legibility.Sophisticated. Playful.Clean. Delightful.Modern. LegibilityFriendly. Current.—TypographyPlayful.Clean.Delightful.—StableFunctionalityLegibilityhe networking and communica-ou need, with the reliability,mance you expectortfolio offers a broad range ofducts that can enable you to gettime.work together, solveproblems together,and bring the world alittle closer. Together.That’s the humannetwork effect.—Core Brand ElementsCross Media ApplicationTypography33 The Cisco Brand / Cisco Brand Identity System
  33. 33. 4. Icon PrinciplesCisco’s icons enable users to navigatetasks and ideas with intuition, speed,and ease. Simple and friendly, Cisco’sicons work equally well both as tools andas expressions of our brand. Whetherpictographic or photorealistic, apply iconsto improve usability and universality or tosignify ease and accessibility.34 The Cisco Brand / Cisco Brand Identity System
  34. 34. Cisco’s icons are meant to be read ata glance. Two styles, pictographic andphotorealistic, are supplied so you havethe flexibility to deploy them dependingon the environment in which theywill appear and the budget available.Typically, pictogram icons will be usedon equipment, hardware, displays, andinstruction manuals, but can be extendedto brand expressions. The photorealisticicons are designed to humanize ourtechnology. Use them to add warmth,color, and friendliness.CISCO ICON LIBRARYThe icons shown on the right are a partial representation of Cisco’spictographic and photorealistic icon libraries. Search through thecomplete Cisco icon libraries for a full range of iconic symbols andexpressions.IconsPICTOGRAPHICPhotorealisticDevice iconsCore Brand ElementsPictogram / Photorealistic / Device Icons35 The Cisco Brand / Cisco Brand Identity System
  35. 35. Core Brand ElementsIcon ElementsScale Clear Space Color UsageScale can change the personality of an icon. Bold, confident and witty,large icons can tell a simple and direct story. Grouped in collections orpaired with type or logo, small icons can tell many different stories.However you use icons, always keep a good balance of size ratio,alignment, and spacing.To preserve the integrity and visual impact of an icon, always maintaina proper amount of clear space around it. The clear space around anicon is an integral part of its design, and ensures the icon can be seenquickly and understood easily.Used wisely, color and gradients can bring dimension and energy topictograms. To create balance and reinforce Cisco’s core palette, besure to pair colored icons with a gray component — for example, a textlabel with the Cisco logo.Pictogram in grayPictogram in color / gradientsCompatible Extensions Programa large-size iconOptically same height Optically same sizeSmall-size iconsCisco SpectrumIntelligenceSolution BrochureCompatible Extensions ProgramBE SURE TO PROVIDEenough CLEAR spacearound iconsIcons36 The Cisco Brand / Cisco Brand Identity System
  36. 36. Cisco UnitedWireless NetworkMORE OR LESSSingular or multiples, use an icon to tellone story or group them to tell variousstories. Always keep a good ratio of iconsize and space.ICON LOCK-UPSPair icons with words to create cleverlock-ups and headers.PICTOGRAM INSPIRATIONCisco’s library of pictograms aredeveloped with the logo in mind.All elements reference the graphicstyle of the Cisco mark — from therounded ends of the Cisco bars tothe corners of the Cisco logotype.COLORWhen appropriate, infuse color intopictograms to create dimension andenergy. Pair colored pictograms witha gray component to create balance.Cisco SpectrumIntelligenceSolution BrochureCisco SpectrumIntelligenceSolution BrochureCisco SmallBusiness Solutions.Technology you can trust.When it comes to the technology that keeps youremployees, suppliers, and customers securelyconnected, it has to work. Cisco Small BusinessSolutions provide the networking and commun-ications technology you need, with the reliability,security and performance you expect from Cisco.The portfolio offers a broad range of small businessproducts that can enable you to get more done.ns.can trust.nology that keeps yourcustomers securelyCisco Small Businessorking and commun-ed, with the reliability,ou expect from Cisco.range of small businessou to get more done.Core Brand ElementsCross Media Application / PictogramIcons37 The Cisco Brand / Cisco Brand Identity System
  37. 37. .n trust.eps yourcurelyBusinessmmunica-bility,m Cisco.all businesse done inCisco SpectrumIntelligenceSolution BrochureCisco SmallBusiness Solutions.Technology you can trust.When it comes to the technology that keeps youremployees, suppliers, and customers securelyconnected, it has to work. Cisco Small BusinessSolutions provide the networking and communica-tions technology you need, with the reliability,security and performance you expect from Cisco.The portfolio offers a broad range of small businessproducts that can enable you to get more done inless time.Highlights:Simplified ServiceUse just one convenientprovider for all yourintegrated audio andweb meetings.Audio Controland ManagementImprove meeting productivityusing easy audio settingsand management tools.International ServiceMeet with attendees—by phone or computer—in more than 200 countries.Audio Access SafeguardsSecure integrated audiomeetings by controllingattendance.Customized ServiceGet a flexible packageand your choice ofintegrated audio optionsfor each session.Compatible with:• Cisco WebEx Meeting• Cisco WebEx Event• Cisco WebEx Training• Cisco WebEx SupportMultimedia Assignment Motivates Student to SucceedSteven Dale, a bright but unmotivated student, was quietly singing a rap tune when heoverheard his teacher mention something about a multimedia assignment. This caughthis attention and he tuned back in to discover that she wanted the students to createvideos about historical events or heroes. Dale immediately thought about the internmentof Japanese-Americans during World War II, as that was a topic of interest to him.The high school junior from Moss Point, Mississippi, enthusiastically began researchingthe Japanese-American internment for this project, using Internet search engines tolocate images, books, and articles. Weeks later, he had assembled a video collageset to “Kenji,” a rap song written and performed by Mike Shinoda, a member of thebands Fort Minor and Linkin Park. The song is about the confinement of Shinoda’sgrandfather at the Japanese-American internment camp in Manzanar, California. “I wasreally excited to do a project featuring Shinoda’s music,” says Dale. “And the topic wasrelevant to what was happening at the time. Shortly after the Iraq war started, I heardstories about Americans of Arabic descent being stopped and searched in airports, andignorant people saying we should just blow them all up,” he explains. “My girlfriend isMexican, and the majority of the students in my school are African-American. So theserecent events both seemed very relevant and bothered me, and helped me relate to theplight of Japanese-Americans during the war.”Cisco Unified Wireless Network.The Cisco Telepresence Experience© 2010 Cisco Systems, Inc. All rights reserved. Page 1Cisco SpectrumIntelligenceSolution BrochureMORE OR LESSAn icon can be used either singularly orin multiples to tell one or several stories.Always keep a good ratio of icon sizeand space.ICON WITH CISCO LOGOWhen appropriate, using an icon alone,or pair it with the Cisco logo to serve asa creative signature.COLORBecause photorealistic icons arealready rich with color and depth,they are best used against whitebackgrounds. However, some iconscan work against light-colored orgray gradient backgrounds.ICON WITH TEXTPair icons with words to create cleverstatements and headers.Cisco Unified IPPhone Portfolio.Technology youcan trust.Compatible Extensions Program Compatible Extensions ProgramCisco SmallBusiness Solutions.Technology you can trust.When it comes to the technology that keeps youremployees, suppliers, and customers securelyconnected, it has to work. Cisco Small BusinessSolutions provide the networking and commun-ications technology you need, with the reliability,security and performance you expect from Cisco.The portfolio offers a broad range of small businessproducts that can enable you to get more done.Cisco SmallBusiness Solutions.Technology you can trust.When it comes to the technology that keeps youremployees, suppliers, and customers securelyconnected, it has to work. Cisco Small BusinessSolutions provide the networking and commun-ications technology you need, with the reliability,security and performance you expect from Cisco.The portfolio offers a broad range of small businessproducts that can enable you to get more done.Core Brand ElementsCross Media Application / Photorealistic and Device IconsIcons38 The Cisco Brand / Cisco Brand Identity System
  38. 38. 5. Treatment PrinciplesPerfection is in the details. Underlying allCisco brand expressions is a detailed,well-ordered system of treatments. Thisunified system of treatments defines theCisco experience. Use accents and effectsas complementary devices to elevate theordinary or to accentuate form and function.For best results, keep it clean and simple.39 The Cisco Brand / Cisco Brand Identity System
  39. 39. Cisco SmallBusiness Solutions.Technology you can trust.When it comes to the technology that keeps youremployees, suppliers, and customers securelyconnected, it has to work. Cisco Small BusinessSolutions provide the networking and commun-ications technology you need, with the reliability,security and performance you expect from Cisco.The portfolio offers a broad range of small businessproducts that can enable you to get more done.SMALLBUSINESSSOLUTIONSCisco SmallBusiness Solutions.Technology you can trust.When it comes to the technology that keeps youremployees, suppliers, and customers securelyconnected, it has to work. Cisco Small BusinessSolutions provide the networking and commun-ications technology you need, with the reliability,security and performance you expect from Cisco.The portfolio offers a broad range of small businessproducts that can enable you to get more done.SMALLBUSINESSSOLUTIONSCorner Radius Surface and Materials Devices and EffectsCisco SmallBusiness Solutions.Technology you can trust.vector : 1/8 - 1/43 pixels3 pixels6 pixels ButtonsTransparencyDrop shadow 45˚Drop shadow 90˚SurfaceBrand ExpressionsTreatment AttributesIntegral elements in Cisco’s interface and collateral, corner radii makebuttons, content panes, and menus more approachable to our end-users.To build a branded quality to corner radii, it is important to keep all cornerradii the same proportion relationship. Keep corner radius sizing consistentby following the rules above. As scale changes, be sure to adjust the cornerradius ratio accordingly.Predominantly used in Web and digital applications, unique surfaces andmaterials can be used to enhance the user experience. Whichever surfaceor material you choose — glass, metal, gels, or satin finishes, be sure to usethose that are most appropriate for your audience. Don’t let the surface andmaterials overwhelm your message; use them sparingly and tastefully.Transparencies and overlays reveal layers of information and texture,while drop shadows lift elements from a flat surface. Use thesetreatments and effects to add depth and dimension in digital or printmedia. But use these effects with subtlety so they don’t overpowerthe focal point of your subject.TreatmentsContent Panes(50px or under)Content Panes:100% Opaque WhiteOverlay:75% Opaque BlackButtonsNested Panes40 The Cisco Brand / Cisco Brand Identity System
  40. 40. Cisco Unified Wireless NetworkCisco Spectrum Intelligence Solution Simplifies Detection BrochureCisco Spectrum Intelligence SolutionConnect Your Employees toSuppliers and Customers, andYour Business to the World.For a small business like yours to communicateeffectively with suppliers and customers in today’scompetitive business environment, you need readyaccess to information, updated in real time. With theright solution, your business can collaborate moreeffectively and problem-solve like never before.The Cisco® Smart Business CommunicationsSystem (SBCS) is an all-in-one networking andcommunications solution that will enable you todo just that. And it includes the peace of mind thatcomes with support from the worldwide leader innetworking and communications.The Cisco SBCS delivers benefits such as:• Improved communication amongemployees, customers, and vendorsfor better collaboration—andhappier customers• Faster response to customer needs,because employees can communi-cate with each other and accessyour network from anywhere• Quick adaptation to marketchanges and increased productivity• A highly secure rich-mediaexperience delivered acrossany work space• A return on your technologyinvestment as your business becomes more efficient and competitive• Lower operational and maintenancecosts, at a price that fits a smallbusiness budget, supported by themost attractive financing optionsCisco SmallBusiness Solutions.Technology you can trust.When it comes to the technology that keeps youremployees, suppliers, and customers securelyconnected, it has to work. Cisco Small BusinessSolutions provide the networking and communica-tions technology you need, with the reliability,security and performance you expect from Cisco.The portfolio offers a broad range of small businessproducts that can enable you to get more done inless time.Cisco SmallBusiness Solutions.Technology you can trust.When it comes to the technology that keeps youremployees, suppliers, and customers securelyconnected, it has to work. Cisco Small BusinessSolutions provide the networking and communica-tions technology you need, with the reliability,security and performance you expect from Cisco.The portfolio offers a broad range of small businessproducts that can enable you to get more done inless time.CORNER RADIIUse Cisco standardized corner radiito make buttons, content panes, andmenus more approachable to ourend-users.DROP SHADOWSDrop shadows lift elements from a flatsurface and add depth and dimensionin digital or print media.SURFACES AND FINISHESUnique surfaces and materials can beused to enhance buttons, navigationbars, and the overall user experience.New Waysto ThriveNow is the time to work together,solve problems together, andbring the world a little closer.Together.The Cisco SBCS delivers benefits such as:• Improved communication amongemployees, customers, and vendorsfor better collaboration—andhappier customers• Faster response to customer needs,because employees can communi-cate with each other and accessyour network from anywhere• Quick adaptation to marketchanges and increased productivity• A highly secure rich-mediaexperience delivered acrossany work space• A return on your technologyinvestment as your business becomes more efficient and competitive• Lower operational and maintenancecosts, at a price that fits a smallbusiness budget, supported by themost attractive financing optionsConnect Your Employees toSuppliers and Customers, andYour Business to the World.For a small business like yours to communicateeffectively with suppliers and customers in today’scompetitive business environment, you need readyaccess to information, updated in real time. With theright solution, your business can collaborate moreeffectively and problem-solve like never before.The Cisco® Smart Business CommunicationsSystem (SBCS) is an all-in-one networking andcommunications solution that will enable you todo just that. And it includes the peace of mind thatcomes with support from the worldwide leader innetworking and communications.Cisco SmallBusiness Solutions.Technology you can trust.When it comes to the technology that keeps youremployees, suppliers, and customers securelyconnected, it has to work. Cisco Small BusinessSolutions provide the networking and communica-tions technology you need, with the reliability,security and performance you expect from Cisco.The portfolio offers a broad range of small businessproducts that can enable you to get more done inless time.Cisco SmallBusiness Solutions.Technology you can trust.When it comes to the technology that keeps youremployees, suppliers, and customers securelyconnected, it has to work. Cisco Small BusinessSolutions provide the networking and communica-tions technology you need, with the reliability,security and performance you expect from Cisco.The portfolio offers a broad range of small businessproducts that can enable you to get more done inless time.Brand ExpressionsCross Media Application / Thematic ExpressionTreatments41 The Cisco Brand / Cisco Brand Identity System
  41. 41. Intensify your color with dimension anddepth. Create soft gradients with subtletonal variations or dynamic gradients withstrong chromatic shifts. Build gradientsto evoke motion, vibrancy, and energy —signaling flow, convergence, andconnectivity. A celebration of color, richgradients invigorate the Cisco brand.6. Gradient Principles42 The Cisco Brand / Cisco Brand Identity System
  42. 42. We’ve taken the same shared, systematicapproach to color and extended it tothe creation of gradients. Gradientsemphasize energy, depth, and vibrancy.Used in conjunction with the Cisco colorsystem, the gradients we’ve suppliedhere can add dimension in almost anyapplication — from packaging to our logo,from typography to tradeshow banners.By choosing wisely from duotone ortritone treatments, you can create a rangeof expressions — from calm to energetic —simply by increasing the intensity of thegradient.DUOTONE GRADIENTSDuotone gradients can create a shift between tonal values within a singlehue, or between two closely analogous hues. It is not recommended tobuild duotones with complementary hues, or hues that are farther apartfrom one another.TRITONE GRADIENTSTo create a richer gradient, tritones can be used to enhance a duotone withgreater value between endpoints, or to solidify a dramatic shift betweencontrasting hues that are more complementary than analogous.Brand ExpressionsGradient PalettesGradientsDUOTONE GRADIENTTRITONE GRADIENTDUOTONE GRADIENTTRITONE GRADIENT43 The Cisco Brand / Cisco Brand Identity System
  43. 43. Picking Colors Building Duotones Building TritonesGradients can be built from any color. Working from the providedcolor palettes, choose a palette that best suits your intended purpose.Organize tonal values from light to dark to find harmonious pairings.Enhance linear gradients with movement and fluidity by adding a-45 degree directional angle to your gradient.Once you’ve chosen your colors, you can then build your duotone.Test various color configurations to find harmonious or dynamicshifts between contrasting analogous hues, or subtle gradationsbetween tonal values within one hue. Developing a good practiceof contrast and comparison between gradients will strengthen yourgradient expression.When duotones are not dynamic enough, you can build tritonegradients. Tritones yield a richer value between endpoints — whetheryou move three steps tonally within similar hues, or span threecontrasting hues within one gradient. Tritones elevate duotoneswith more vibrancy, density, and movement.12412324512132445base analogous1 2 3 4 5organize light to darkgradient angle-45˚12412324512132445base analogous1 2 3 4 5organize light to darkgradient angle-45˚12412324512132445base analogous1 2 3 4 5organize light to darkgradient angle-45˚Brand ExpressionsBuilding GradientsGradients44 The Cisco Brand / Cisco Brand Identity System
  44. 44. Brand ExpressionsGradient PalettesGradientsDUOTONE GRADIENTS TRITONE GRADIENTSwarm cool warm cool45 The Cisco Brand / Cisco Brand Identity System
  45. 45. Brand ExpressionsCross Media ApplicationHighlights:Simplified ServiceUse just one convenient providerfor all your integrated audio andweb meetings.Audio Control and ManagementImprove meeting productivityusing easy audio settings andmanagement tools.International ServiceMeet with attendees—byphone or computer—in morethan 200 countries.Audio Access SafeguardsSecure integrated audio meetingsby controlling attendance.Customized ServiceGet a flexible package and yourchoice of integrated audio optionsfor each session.Compatible with:• Cisco WebEx Meeting Center• Cisco WebEx Event Center• Cisco WebEx Training Center• Cisco WebEx Support CenterWhy Cisco WebEx Audio:© 2010 Cisco Systems, Inc. All rights reserved. Page 1Optimize meetings using integratedCisco WebEx Audio. Schedule easilyand join from computer or phone.Cisco WebEx AudioChoose the right integrated audio options for your needs.Improve business efficiency using WebEx Audio to connect up to 500 attendees permeeting. Set up your session with easy-to-use phone options, including globalcallback services. Or keep your phone lines free while you save money with integratedVoice over IP (VoIP)—from any computer worldwide. Deliver audio to thousands ofparticipants in one-to-many events using Cisco WebEx Event Center with WebEx AudioBroadcast. Get WebEx Audio services for a single monthly fee.Keep your meetings private and productive.Gain better control over your meetings. Identify which meeting attendee is speakingwith Active Talker indicators. Manage call activity with line muting, the ability to addattendees easily, and more. Determine who attends and who doesn’t using attendancecontrols, participant lists, and meeting lockouts.Improve efficiency using a unified meeting solution.Trust WebEx Audio for all your audio services. Offer hosts and attendees a single pointof entry to each web meeting. No more separate phone calls to add audio. One invite,one login. Count on WebEx Audio to handle all your support needs too. Eliminatespending for numerous—even overlapping—services from multiple vendors.Save the time you would have spent reconciling the related bills each month.Connect Your Employees toSuppliers and Customers, andYour Business to the World.For a small business like yours to communicateeffectively with suppliers and customers in today’scompetitive business environment, you need readyaccess to information, updated in real time. With theright solution, your business can collaborate moreeffectively and problem-solve like never before.The Cisco® Smart Business CommunicationsSystem (SBCS) is an all-in-one networking andcommunications solution that will enable you todo just that. And it includes the peace of mind thatcomes with support from the worldwide leader innetworking and communications.The Cisco SBCS delivers benefits such as:• Improved communication amongemployees, customers, and vendorsfor better collaboration—andhappier customers• Faster response to customer needs,because employees can communi-cate with each other and accessyour network from anywhere• Quick adaptation to marketchanges and increased productivity• A highly secure rich-mediaexperience delivered acrossany work space• A return on your technologyinvestment as your business becomes more efficient and competitive• Lower operational and maintenancecosts, at a price that fits a smallbusiness budget, supported by themost attractive financing optionsisco EffectCisco UnitedWireless NetworkGRADIENT IN TYPOGRAPHY AND LOGOInfuse gradients across words, phrases,or paragraphs. When appropriate, infusegradients into the Cisco logo to createmotion or dynamism.GRADIENT IN BACKGROUNDS AND GRAPHICSWhen balanced with white space,gradient backgrounds create depth andrichness. Elevate graphic expressions byintegrating gradients within.GRADIENTS WITH ICONSAdd gradients into pictograms tocreate dimension and energy or usegradients as backgrounds behindmonochromatic photorealistic icons.Gradients46 The Cisco Brand / Cisco Brand Identity System
  46. 46. Activating the vertical bars within theCisco logo brings a heightened graphicenergy to the Cisco brand. Whether youmove, combine, or integrate the forms,you can communicate a wide range ofvisually dynamic qualities. Loud or soft,each expression is applicable across everyaspect of the Cisco brand.7. Graphic Principles47 The Cisco Brand / Cisco Brand Identity System
  47. 47. To give life to the expression of theCisco brand, we’ve created a series ofgraphic bars that subtly reference thebars that make up the Cisco logo. Thesebars, infused with color, should be usedvertically to suggest dynamism, energy,upward movement, progress, and the flowof information. Combined with imageryand type they create a lively expressionfor the brand. There are three variationsof this graphic device which can thenbe extended and evolved further.GRAPHIC 1: MOVEMENTSignaling flow and expansion, this simple graphic variation moves the barsin a vertical path — a fun and dynamic interpretation of information flowingthrough our network.GRAPHIC 2: COMBINEDCombining the bars together, this playful variation signals connectivity,collaboration, and togetherness. Bold contrasting colors make thisvariation energetic and engaging.GRAPHIC 3: INTEGRATEDFusing the bars together with an embedded gradient yields yet anotherdistinctive expression that suggests convergence and consolidation.Brand ExpressionsGraphic ElementsGRAPHIC 2: COMBINEDGRAPHIC 1: MOVEMENT GRAPHIC 3: INTEGRATEDGraphics48 The Cisco Brand / Cisco Brand Identity System
  48. 48. Logo Reference Move or Combine IntegrateDerived from the Cisco logo, this new graphic expression pays homageto Cisco’s heritage. By simply activating the bars — moving and scaling thebars vertically — you can transform the mark into a new dynamic form thatconveys a strong sense of movement, energy, and depth.To create a sense of energy and depth, scale the vertical length of eachbar to extend or contract it. To add space and balance, move the barsapart. To add intensity and impact, multiply, overlap, and combine bars.However you express it, be sure to maintain a good sense of balance andcontrast. If you maintain equal thickness, the textural patterns are easierto read as graphic elements from the Cisco logo.To convert the graphic expression into a single integrated shape,convert the shape into a single compound path and fill with a gradient.Use this graphic form against white space or infused within a gradientbackground. Create additional depth by multiplying layers of Cisco barforms above. You may use a compound path to mask an image as well.Experiment, as there are many options.Brand ExpressionsGraphic ElementsGraphics49 The Cisco Brand / Cisco Brand Identity System
  49. 49. Move Scale and Overlap VariantSimple and flat. This version of the graphic expression should alwaysappear flat in a vertical direction. However, it is possible for it to travelalong a three-dimensional plane. While keeping the graphic itself flat,moving it from foreground to background on dimensional planesintroduces an additional range of creative potential. Use the graphicelements as opaque, transparent, or mixed.Play with scale. With any graphic expression, playing with scale willchange its personality — enabling you to combine whimsy with boldnessand confidence. Overlap forms and colors to create depth and contrast.Balance bold colors with vivid highlights and neutral grays to keep theexpression engaging but not overpowering. The density of elementsmay depend on your layout, concept, interaction between photos, type,textures, and/or gradients.Using the same forms and connecting them at each circular nodecreates yet another variation. By pivoting the forms like the handsof a clock, you can extend this graphic device into charts andgraphs. Unique to the Cisco brand, this graphic expression offersendless possibilities.Brand ExpressionsGraphic 1Graphics50 The Cisco Brand / Cisco Brand Identity System
  50. 50. Combine Scale and Fill EmbedCombine and contrast. When combining the forms together for thisgraphic variation, a rich bold mix of contrasting colors is essential.Use vibrant colors mixed with gradients and lighter tones. Anchorthe graphic with deep grays. You can use the full spectrum of colorhere, but sequence contrasting color values in complementary fashioninstead of creating an obvious rainbow.Here again, simply playing with scale is a powerful way to transform theexpression. Zooming into the graphic exponentially yields a fresh newlook — where the focal point becomes color and pattern. The Cisco barsare still evident, but become a secondary element. At this scale, cropand fill into different areas to create rich dynamic backgrounds.Using the same logic and execution as scaling and filling, you canembed the graphic as a pattern into iconic shapes or typography forinfinite variations of this graphic expression. When doing this, be sureto keep your color and treatment consistent so that each variation stillconnects visually with the Cisco brand.Brand ExpressionsGraphic 2Graphics51 The Cisco Brand / Cisco Brand Identity System
  51. 51. Integrate Scale and Fill EmbedForm as icon. You can embed a gradient or texture into the form inthe same way you incorporate a graphic into a shape. This will fusethe form into an iconic object you can use on its own, or mix withsimilar gradient backgrounds to create textures or patterns.Here again, simply playing with scale is a powerful way to transform theexpression. Zooming into the graphic exponentially yields a fresh newlook — where the focal point becomes color and pattern. The Cisco barsare still evident, but become a secondary element. At this scale, cropand fill into different areas to create rich dynamic backgrounds.Using the same logic and execution as scaling and filling, you canembed the graphic as a pattern into iconic shapes or typographyfor infinite variations of this graphic expression. When doing this,be sure to keep your color and treatment consistent so that eachvariation still connects visually with the Cisco brand.Brand ExpressionsGraphic 3Graphics52 The Cisco Brand / Cisco Brand Identity System
  52. 52. Connect Now.New Products and SolutionsLorem ipsum dolor sit amet, consectetur adipiscing elit. Involutpat odio quis diam mattis tristique a vitae est. Pellentesqueneque risus, iaculis id feugiat id, adipiscing eu felis. Maurisviverra tincidunt nibh vel convallis. Maecenas in tellus vel semiaculis sodales. Phasellus sit amet elit ac nulla varius tempus ideget risus. Nulla molestie volutpat ligula in pulvinar. NullaLorem ipsum dolor sit amet, consecteturadipiscing elit. In volutpat odio quis diam mattistristique a vitae est. Pellentesque neque risus,iaculis id feugiat id, adipiscing eu felis. MaurisLorem ipsum dolor sit amet, consecteturadipiscing elit. In volutpat odio quis diam mattistristique a vitae est. Pellentesque neque risus,iaculis id feugiat id, adipiscing eu felis. MaurisLorem ipsum dolor sit amet, consecteturadipiscing elit. In volutpat odio quis diam mattistristique a vitae est. Pellentesque neque risus,iaculis id feugiat id, adipiscing eu felis. MaurisConnect Now.New Products and SolutionsRewards and PromotionsLorem ipsum dolor sit amet, consectetur adipiscing elit. Involutpat odio quis diam mattis tristique a vitae est. Pellentesqueneque risus, iaculis id feugiat id, adipiscing eu felis. Maurisviverra tincidunt nibh vel convallis. Maecenas in tellus vel semiaculis sodales. Phasellus sit amet elit ac nulla varius tempus ideget risus. Nulla molestie volutpat ligula in pulvinar. NullaLorem ipsum dolor sit amet, consectetur adipiscing elit. Involutpat odio quis diam mattis tristique a vitae est. Pellentesqueneque risus, iaculis id feugiat id, adipiscing eu felis. MaurisLorem ipsum dolor sit amet, consecteturadipiscing elit. In volutpat odio quis diam mattistristique a vitae est. Pellentesque neque risus,iaculis id feugiat id, adipiscing eu felis. MaurisLorem ipsum dolor sit amet, consecteturadipiscing elit. In volutpat odio quis diam mattistristique a vitae est. Pellentesque neque risus,iaculis id feugiat id, adipiscing eu felis. MaurisLorem ipsum dolor sit amet, consecteturadipiscing elit. In volutpat odio quis diam mattistristique a vitae est. Pellentesque neque risus,iaculis id feugiat id, adipiscing eu felis. MaurisCisco Capital MonthlyRatecardClick here to downloadNew Products Out NowCisco Turbo CardClick here to downloadAre you registered?Register nowBook a WebExwith your SBMMVisit the CiscoSMB website© 1992-2009 Cisco Systems, Inc.Choose the right integrated audio options for your needs.Improve business efficiency using WebEx Audio to connect up to 500attendees per meeting. Set up your session with easy-to-use phoneoptions, including global callback services. Or keep your phone linesfree while you save money with integrated Voice over IP (VoIP)—fromany computer worldwide. Deliver audio to thousands of participants inone-to-many events using Cisco WebEx Event Center with WebExAudio Broadcast. Get WebEx Audio services for a single monthly fee.Keep your meetings private and productive.Gain better control over your meetings. Identify which meeting attendeeis speaking with Active Talker indicators. Manage call activity with linemuting, the ability to add attendees easily, and more. Determine whoattends and who doesn’t using attendance controls, participant lists,and meeting lockouts.Improve efficiency using a unified meeting solution.Trust WebEx Audio for all your audio services. Offer hosts andattendees a single point of entry to each web meeting. No moreseparate phone calls to add audio. One invite, one login. Count onWebEx Audio to handle all your support needs too. Eliminate spendingfor numerous—even overlapping—services from multiple vendors. Savethe time you would have spent reconciling the related bills each month.ForSmallBusinessCisco Unified Wireless NetworkCisco Unified Wireless NetworkConnect Your Employees toSuppliers and Customers, andYour Business to the World.For a small business like yours to communicateeffectively with suppliers and customers in today’scompetitive business environment, you need readyaccess to information, updated in real time. With theright solution, your business can collaborate moreeffectively and problem-solve like never before.The Cisco® Smart Business CommunicationsSystem (SBCS) is an all-in-one networking andcommunications solution that will enable you todo just that. And it includes the peace of mind thatcomes with support from the worldwide leader innetworking and communications.Cisco Unified Wireless NetworkCisco Unified Wireless NetworkNew Ways to Thrive.Make Decisions Fast,Innovate Faster.Cisco SmallBusiness Solutions.Technology you can trust.When it comes to the technology that keeps youremployees, suppliers, and customers securelyconnected, it has to work. Cisco Small BusinessSolutions provide the networking and communica-tions technology you need, with the reliability,security and performance you expect from Cisco.The portfolio offers a broad range of small businessproducts that can enable you to get more done inless time.Cisco Unified Wireless NetworkCisco Spectrum Intelligence Solution Simplifies Detection BrochureCisco Unified Wireless NetworkCisco Spectrum Intelligence Solution Simplifies Detection BrochureCisco Unified Wireless NetworkCisco Spectrum Intelligence Solution Simplifies Detection BrochureConnect Your Employees toSuppliers and Customers, andYour Business to the World.For a small business like yours to communicateeffectively with suppliers and customers in today’scompetitive business environment, you need readyaccess to information, updated in real time. With theright solution, your business can collaborate moreeffectively and problem-solve like never before.The Cisco® Smart Business CommunicationsSystem (SBCS) is an all-in-one networking andcommunications solution that will enable you todo just that. And it includes the peace of mind thatcomes with support from the worldwide leader innetworking and communications.The Cisco SBCS delivers benefits such as:• Improved communication amongemployees, customers, and vendorsfor better collaboration—andhappier customers• Faster response to customer needs,because employees can communi-cate with each other and accessyour network from anywhere• Quick adaptation to marketchanges and increased productivity• A highly secure rich-mediaexperience delivered acrossany work space• A return on your technologyinvestment as your business becomes more efficient and competitive• Lower operational and maintenancecosts, at a price that fits a smallbusiness budget, supported by themost attractive financing optionsCisco SmallBusiness Solutions.Technology you can trust.When it comes to the technology that keeps youremployees, suppliers, and customers securelyconnected, it has to work. Cisco Small BusinessSolutions provide the networking and communica-tions technology you need, with the reliability,security and performance you expect from Cisco.The portfolio offers a broad range of small businessproducts that can enable you to get more done inless time.Cisco SmallBusiness Solutions.Technology you can trust.When it comes to the technology that keeps youremployees, suppliers, and customers securelyconnected, it has to work. Cisco Small BusinessSolutions provide the networking and communica-tions technology you need, with the reliability,security and performance you expect from Cisco.The portfolio offers a broad range of small businessproducts that can enable you to get more done inless time.KEEP IT SIMPLESometimes, the simplicity of the graphicexpression in itself is enough. Simpleforms of color and gradations createa smart and clean look and feel.INFUSING GRAPHICSMix and overlay graphics with colorand photography to infuse and integrateexpressions. Or use graphics as abackdrop for content panels or type.INTEGRATING GRAPHICSTo dial up expression, bring color,movement, and energy by integratinggraphics into Web, video, collateral,and packaging.Brand ExpressionsCross Media ApplicationGraphics53 The Cisco Brand / Cisco Brand Identity System
  53. 53. High touch is essential to build a high-tech brand. Integrating textures, in staticor motion graphics, can create engagingexperiences that bring a richness to thesurface. It’s an opportunity to blend artand technology — combining elements ofsurprise and beauty with usability, interface,and the Cisco brand.8. Texture Principles54 The Cisco Brand / Cisco Brand Identity System
  54. 54. To infuse backgrounds, photos, graphics,and interfaces with energy and motion,we’ve provided the current paletteof textures. Use these elements inbackgrounds, embedded as part ofyour artwork, or infused in photographs,video, or motion graphics to make yourcommunication even more active andto lend a tactile quality to your work.Thecurrent palette of textures is designed toevolve; over time we’ll be adding morebackgrounds to our library of textures.STILLA series of different textures is supplied for use in both still and motion. Forstill, each palette will feature multiple crop options and various color ways togive you the flexibility to create unique solutions for a range of applications.MOTIONWith motion, each texture will be supplied with a specific range of animationsand color ways.Brand ExpressionsTexture ElementsTextures55 The Cisco Brand / Cisco Brand Identity System
  55. 55. Background Embed InfuseTextures are bold and dynamic. Used as a creative backdrop for type,graphics, or products, textures effectively create mood, movement,and atmosphere. Textures can be used to accentuate focal points —elevating specific content while causing others to recede. To keepgraphics balanced and airy, try not to mix too many elements together.When it comes to textures, less is more.Similar to embedding graphics and gradients, embedding texture intotype, iconic shapes or graphic forms offers an extended range of creativepotential. Embedded textures enhance type and form with depth andmovement in both still and motion applications.Incorporating a texture into photography will heighten its emotionalpower. Creative and energetic, a rich movement of textural colorinfused into a photo provides a sense of fluidity and seamless integration.For best results, apply textures to photographs that are complementaryin color, tone and composition.Cisco SmallBusiness Solutions.Technology you can trust.When it comes to the technology that keeps youremployees, suppliers, and customers securelyconnected, it has to work. Cisco Small BusinessSolutions provide the networking and communica-tions technology you need, with the reliability,security and performance you expect from Cisco.The portfolio offers a broad range of small businessproducts that can enable you to get more done inless time.Cisco SmallBusiness Solutions.Technology youcan trust.Cisco Small Business Solutions.Technology you can trust.When it comes to the technology that keeps your employees,suppliers, and customers securely connected, it has to work. CiscoSmall Business Solutions provide the networking and communica-tions technology you need, with the reliability, security andperformance you expect from Cisco. The portfolio offers a broadrange of small business products that can enable you to get moredone in less time.Connect your employees to suppliers andcustomer, and your business to the world.When it comes to the technologythat keeps your employees,suppliers, and customers securelyconnected,it has to work. Cisco Small BusinessSolutions provide the networkingand communications technology youneed, with the reliability, security andperformance you expect from Cisco.The portfolio offers a broad range ofWhen it comes to the technologythat keeps your employees,suppliers, and customers securelyconnected,it has to work. Cisco Small BusinessSolutions provide the networkingand communications technology youneed, with the reliability, security andperformance you expect from Cisco.The portfolio offers a broad range ofCisco SmallBusiness Solutions.Technology you can trust.When it comes to the technology that keeps youremployees, suppliers, and customers securelyconnected, it has to work. Cisco Small BusinessSolutions provide the networking and communica-tions technology you need, with the reliability,security and performance you expect from Cisco.The portfolio offers a broad range of small businessproducts that can enable you to get more done inless time.Cisco SmallBusiness Solutions.Technology youcan trust.Brand ExpressionsTexture ApplicationTextures56 The Cisco Brand / Cisco Brand Identity System
  56. 56. The Cisco SBCS delivers benefits such as:• Improved communication amongemployees, customers, and vendorsfor better collaboration—andhappier customers• Faster response to customer needs,because employees can communi-cate with each other and accessyour network from anywhere• Quick adaptation to marketchanges and increased productivity• A highly secure rich-mediaexperience delivered acrossany work space• A return on your technologyinvestment as your business becomes more efficient and competitive• Lower operational and maintenancecosts, at a price that fits a smallbusiness budget, supported by themost attractive financing optionsCisco UnifiedWireless NetworkCisco Spectrum Intelligence Solution Simplifies Detection BrochureCisco SmallBusiness Solutions.Technology you can trust.When it comes to the technology that keeps youremployees, suppliers, and customers securelyconnected, it has to work. Cisco Small BusinessSolutions provide the networking and commun-ications technology you need, with the reliability,security and performance you expect from Cisco.The portfolio offers a broad range of smallbusiness products that can enable you toget more done.SMALLBUSINESSSOLUTIONSSMALL BUSINESS SOLUTIONSConnect Your Employees toSuppliers and Customers, andYour Business to the World.With Cisco Unified Communications, you can talk to customersand access information anywhere in the workplace, enabling youuto get more accomplished each and every day.Cisco UnifiedWireless NetworkAnnual Report 2009With Cisco Unified Communications, you can talk to customersand access information anywhere in the workplace, enabling youto get more accomplished each and every day.Cisco UnifiedWireless NetworkNew Ways to ThriveNow is the time towork together, solveproblems together,and bring the world alittle closer.Together.That’s the humannetwork effect.Annual Report 2009Cisco SmallBusiness Solutions.Technology you can trust.When it comes to the technology that keeps youremployees, suppliers, and customers securelyconnected, it has to work. Cisco Small BusinessSolutions provide the networking andcommunications technology you need, with thereliability, security and performance you expectfrom Cisco. The portfolio offers a broad range ofsmall business products that can enable you to getmore done in less time.Cisco SmallBusiness Solutions.Technology you can trust.When it comes to the technology that keeps youremployees, suppliers, and customers securelyconnected, it has to work. Cisco Small BusinessSolutions provide the networking andcommunications technology you need, with thereliability, security and performance you expectfrom Cisco. The portfolio offers a broad range ofsmall business products that can enable you to getmore done inless time.TEXTURE BACKGROUNDUse texture as creative backdropsfor type, graphics, or products todynamically create mood, movement,and atmosphere.INFUSING TEXTUREInfuse, mix, and overlay textures withinphotography to enhance with colorand heighten its emotional power.EMBEDDING TEXTUREEmbedding textures enhance type andform with depth and movement in bothstill and motion applications.Brand ExpressionsCross Media ApplicationTextures57 The Cisco Brand / Cisco Brand Identity System
  57. 57. A picture is worth a thousand words.Still or motion, Cisco imagery shoulddepict real people in real situations inreal environments. Never contrived, trite,or clichéd, Cisco imagery embodies aphotojournalistic eye to capture puremoments in the lives of people, and theirinteractions with one another.9. Imagery Principles58 The Cisco Brand / Cisco Brand Identity System
  58. 58. At Cisco we shoot our own photographyand maintain an extensive image library.So no matter what type of image youneed, whether it’s lifestyle, portraiture,product beauty shot, environmental,or technology interaction, you shouldbe able to find the visual assets you arelooking for. We employ different cameras,lighting, and lenses to extend our range,and keep imagery fresh, human, andinviting. Throughout, our aim is to conveya photojournalistic approach, createa true sense of place, and depictreal-life interaction between peopleand technology.STILL / MOTIONTo extend our brand identity into still photography, video, and motiongraphics, consistency is key. By maintaining the same approach to color,lighting, mood, and realistic subject matter, we can support the Cisco brandand create an immediately recognizable look for Cisco lifestyle imagery.Brand ImageryLifestyleImagery59 The Cisco Brand / Cisco Brand Identity System
  59. 59. Stand back to show scale. Environmentalimagery for Cisco should share the samequalities of lifestyle imagery, only openedup to capture a larger sense of place. Nomatter what you are shooting — a streetscene bursting with motion, a cityscapefull of people, or a serene shot of peoplein a landscape, never lose sight of theCisco promise: we bring people togetherby removing the barriers to communication.STILL / MOTIONTo effectively communicate the Cisco brand using imagery with environment,it is important to maintain a consistent approach to lighting, color, subject,composition, and mood. When shooting imagery with environment, a strongfocal point within a landscape can provide context and a point of view.Brand ImageryEnvironmentImagery60 The Cisco Brand / Cisco Brand Identity System
  60. 60. Make the product the hero. Shoot tightand crop close to increase a senseof drama. Use lighting to accentuatedimension and detail, shadows andhighlights. Product photography shouldalways be clear and engaging, whileemphasizing the high quality of Ciscoproducts.STILL / MOTIONProduct imagery should convey a premium look, with dynamic, vivid contrast,and sharpness in the details. To maintain the consistency of the Cisco brandin product imagery, lighting should be brilliant and defining, focus should besharp and crisp, and framing should be tight to isolate key details. For bestresults, shoot product imagery with a predominant monochrome cast. Thisallows maximum freedom to infuse imagery with color and graphics later.Brand ImageryProductImagery61 The Cisco Brand / Cisco Brand Identity System
  61. 61. Section 3:Design ApplicationThe Cisco Brand
  62. 62. So, how do you apply these brand elementsin the real world of Cisco communications?First, know your audience. Second, stayflexible. Third, be inspired. The followingexamples demonstrate the flexibility ofhow the Cisco Brand Identity System canaccommodate dramatic shifts in tone,while still maintaining brand consistencywithin the company and across everyconsumer touchpoint.Design Application63 The Cisco Brand / Design Application
  63. 63. ApplicationDesign ApplicationUsing the Cisco Brand Identity SystemBuild consistencyWhen it comes to developing a brandvoice for Cisco, consistency is key. Thatdoesn’t mean everything has to look thesame. Using the brand identity system ina consistent manner will build credibilityfor the brand, speed recognition,differentiate us from the competition,and ultimately inspire trust in our brandmessage. As you evolve the designelements of current design systems,remember that one of the cornerstonesof a memorable brand experience is ourcontinued, consistent expression ofthat brand.Templates vs. customizationTo help ensure consistent communicationof the Cisco brand, we’ve designed acomprehensive system of templates.These are built from the ground up toensure your maximum creative flexibilitywhile still sharing the essential designelements that define the new Cisco BrandIdentity System. Media templates includeprint, video, Web pages, presentations,and more. You can use them “as is” ormodify them to suit your needs. We’veprovided a wide range of color palettesthat can be customized to enhance anymedia presentation.Calm vs. dynamicThe Cisco Brand Identity System isdesigned to support a range of creativeexpression, from the calm to the dynamic.As the following examples show, youcan now infuse any presentation withprecisely the right tone to support the rightmarketing message for your audience.No matter what expression you choose —from calm to dynamic, from monochrometo rainbow-hued — your communicationswill be supported by a foundation built ondesign integrity and quality.64 The Cisco Brand / Design Application
  64. 64. Design ApplicationPresentationsApplicationCalm DynamicJune 10, 2010 June 10, 2010NET SALES (DOLLARS IN BILLIONS)Net Income39.534.928.524.822.0FISCAL YEAR 2006 2010200920082007NET SALES (DOLLARS IN BILLIONS)Net Sales39.534.928.524.822.0FISCAL YEAR 2006 2010200920082007June 10, 2010FIGURE 1Eque porroviderum quo optatem. Itatur aut aut faccatatursuntiberio. Optatur sequi coriati officabo. Equisin exceatemesti beatemp eritatest, que peritiur sim rernamusam.FIGURE 2Eque porroviderum quo optatem. Itatur aut aut faccatatursuntiberio. Optatur sequi coriati officabo. Equisin exceatemesti beatemp eritatest, que peritiur sim rernamusam.NET SALES (DOLLARS IN BILLIONS)Net Sales39.534.928.524.822.0FISCAL YEAR 2006 2010200920082007NET SALES (DOLLARS IN BILLIONS)Net Income39.534.928.524.822.0FISCAL YEAR 2006 2010200920082007June 10, 2010FIGURE 1Eque porroviderum quo optatem. Itatur aut aut faccatatursuntiberio. Optatur sequi coriati officabo. Equisin exceatemesti beatemp eritatest, que peritiur sim rernamusam.FIGURE 2Eque porroviderum quo optatem. Itatur aut aut faccatatursuntiberio. Optatur sequi coriati officabo. Equisin exceatemesti beatemp eritatest, que peritiur sim rernamusam.AllocationInfrastructureJune 10, 2010FIGURE 1Eque porroviderum quo optatem. Itatur aut aut faccatatursuntiberio. Optatur sequi coriati officabo. Equisin exceatemesti beatemp eritatest, que peritiur sim rernamusam.FIGURE 1Eque porroviderum quo optatem. Itatur aut aut faccatatursuntiberio. Optatur sequi coriati officabo. Equisin exceatemesti beatemp eritatest, que peritiur sim rernamusam.FIGURE 1Eque porroviderum quo optatem. Itatur aut aut faccatatursuntiberio. Optatur sequi coriati officabo. Equisin exceatemesti beatemp eritatest, que peritiur sim rernamusam.FIGURE 1Eque porroviderum quo optatem. Itatur aut aut faccatatursuntiberio. Optatur sequi coriati officabo. Equisin exceatemesti beatemp eritatest, que peritiur sim rernamusam.June 10, 2010FIGURE 2Eque porroviderum quo optatem. Itatur aut aut faccatatursuntiberio. Optatur sequi coriati officabo. Equisin exceatemesti beatemp eritatest, que peritiur sim rernamusam.FIGURE 2Eque porroviderum quo optatem. Itatur aut aut faccatatursuntiberio. Optatur sequi coriati officabo. Equisin exceatemesti beatemp eritatest, que peritiur sim rernamusam.FIGURE 2Eque porroviderum quo optatem. Itatur aut aut faccatatursuntiberio. Optatur sequi coriati officabo. Equisin exceatemesti beatemp eritatest, que peritiur sim rernamusam.3. Transforming the EnvironmentImproved real estate use and humanexperienceBetter access to informationand communicationsEconomic growthSustainable living and workingLower greenhouse gas emissionsOptimized public transit and traffic flow5% InfrastructureInvestment23% ApplicationInvestment30% ApplicationMaintenance42%InfrastructureMaintenanceNET SALES (DOLLARS IN BILLIONS)Net Income39.534.928.524.822.0FISCAL YEAR 2006 2010200920082007NET SALES (DOLLARS IN BILLIONS)Net Sales39.534.928.524.822.0FISCAL YEAR 2006 2010200920082007June 10, 2010FIGURE 1Eque porroviderum quo optatem. Itatur aut aut faccatatursuntiberio. Optatur sequi coriati officabo. Equisin exceatemesti beatemp eritatest, que peritiur sim rernamusam.FIGURE 2Eque porroviderum quo optatem. Itatur aut aut faccatatursuntiberio. Optatur sequi coriati officabo. Equisin exceatemesti beatemp eritatest, que peritiur sim rernamusam.NET SALES (DOLLARS IN BILLIONS)Net Sales39.534.928.524.822.0FISCAL YEAR 2006 2010200920082007NET SALES (DOLLARS IN BILLIONS)Net Income39.534.928.524.822.0FISCAL YEAR 2006 2010200920082007June 10, 2010FIGURE 1Eque porroviderum quo optatem. Itatur aut aut faccatatursuntiberio. Optatur sequi coriati officabo. Equisin exceatemesti beatemp eritatest, que peritiur sim rernamusam.FIGURE 2Eque porroviderum quo optatem. Itatur aut aut faccatatursuntiberio. Optatur sequi coriati officabo. Equisin exceatemesti beatemp eritatest, que peritiur sim rernamusam.AllocationInfrastructureJune 10, 2010FIGURE 1Eque porroviderum quo optatem. Itatur aut aut faccatatursuntiberio. Optatur sequi coriati officabo. Equisin exceatemesti beatemp eritatest, que peritiur sim rernamusam.FIGURE 1Eque porroviderum quo optatem. Itatur aut aut faccatatursuntiberio. Optatur sequi coriati officabo. Equisin exceatemesti beatemp eritatest, que peritiur sim rernamusam.FIGURE 1Eque porroviderum quo optatem. Itatur aut aut faccatatursuntiberio. Optatur sequi coriati officabo. Equisin exceatemesti beatemp eritatest, que peritiur sim rernamusam.FIGURE 1Eque porroviderum quo optatem. Itatur aut aut faccatatursuntiberio. Optatur sequi coriati officabo. Equisin exceatemesti beatemp eritatest, que peritiur sim rernamusam.June 10, 2010FIGURE 2Eque porroviderum quo optatem. Itatur aut aut faccatatursuntiberio. Optatur sequi coriati officabo. Equisin exceatemesti beatemp eritatest, que peritiur sim rernamusam.FIGURE 2Eque porroviderum quo optatem. Itatur aut aut faccatatursuntiberio. Optatur sequi coriati officabo. Equisin exceatemesti beatemp eritatest, que peritiur sim rernamusam.FIGURE 2Eque porroviderum quo optatem. Itatur aut aut faccatatursuntiberio. Optatur sequi coriati officabo. Equisin exceatemesti beatemp eritatest, que peritiur sim rernamusam.3. Transforming the EnvironmentImproved real estate use and humanexperienceBetter access to informationand communicationsEconomic growthSustainable living and workingLower greenhouse gas emissionsOptimized public transit and traffic flow5% InfrastructureInvestment23% ApplicationInvestment30% ApplicationMaintenance42%InfrastructureMaintenanceJune 10, 2010 June 10, 2010When information is the hero, keep it clean and simple. Use gradients within type,analogous colors within charts and graphs, or gradient washes as backdrop. Useone color palette to keep consistency.To heighten creative atmosphere, use dynamic gradient textures rich with colorto add energy and movement. Integrate gradients into charts and graphs to makestatic objects look more active.65 The Cisco Brand / Design Application
  65. 65. Design ApplicationWeb / User ExperienceApplicationCalm DynamicWhen dialing up or down the emotive energy of the Website, the hero area cansay it all. Use calm imagery and a more limited color palette to emphasizeinformation over expression.To emphasize a more energetic Cisco experience, dial up the hero area withactive imagery, animated graphics, and vibrant color to instill more excitementand personality.66 The Cisco Brand / Design Application

×