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Cisco standards manual_

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Brand guidelines and standards

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Cisco standards manual_

  1. 1. toc 7/7/98 11:11 AM Page 1 Table of Contents Table of Contents Table of Contents Introduction Positioning Logos, Branding, and Merchandising Graphic System Stationery System Sales Collateral System Level 1 Sales Collateral Level 2 Sales Collateral Industrial Design Channel Communications Trade Shows, Events, and Seminars Advertising and Direct Marketing Contact Information
  2. 2. 73.0946 Intro 7/2/98 2:16 PM Page 1 C r e a t i ve S t a n d a r d s Introduction A c o m p e l l i n g c o r p o r at e i d e n t i t y t h at e x p r e s s e s o u r p e rs o n a l i t y a n d l e a d e rs h i p becomes even more competitive, the need to establish a strong, global presence is increasingly apparent. Our corporate identity is the face and personality we present to the global community. It’s as important as the products and services we provide. Our identity is the total effect of our logos, products, brand names, trademarks, advertising, brochures, and presentations— everything that represents us. Because the Cisco Systems brand cannot be compromised, we’ve created this guide to provide all the pertinent specifications you need to maintain its integrity. The guidelines in this document are not meant to inhibit, but to improve the creative process. By following these guidelines, the materials you create will represent Cisco cohesively to the world. You can view an electronic version of this document on the Cisco Employee Connection web site at wwwin.cisco. com/Mkt/corpid/style.html. We have tried to provide guidelines that are easy to follow; whenever questions arise, look for more information on the web or contact Corporate Identity. Changes to this guide will be provided periodically, so be sure to update your binder when we send you new information. Thank you in advance for your help in following these simple rules. Corporate Identity Introduction TO DOWNLOADS position in the marketplace is important to Cisco Systems. As the networking industry GO!
  3. 3. 73.0946 Intro 7/2/98 2:16 PM Page 2 C i s c o Positioning Statement Positioning is how our company is viewed by others in our target marketplace. While we say about us. We can, however, greatly influence how we are positioned by communicating to our external audiences in a clear and consistent way. Cisco’s positioning statement is as follows: Cisco Systems is the worldwide leader in networking for the Internet. What does this mean? Our positioning statement has three primary elements: Our position — the worldwide leader Our business — networking Our vision— the Internet Our position—the worldwide leader By almost any measure, Cisco is the worldwide leader in its field. It is the largest or best in terms of revenue, profitability, market capitalization, market share, breadth of products, technology, customer base, customer satisfaction, service/support, field sales, expertise, and so forth. But a leader isn’t just the biggest. A leader views and responds to industry issues, customer concerns, and technology opportunities with greater responsibility and greater credibility. A leader has higher responsibilities and greater stature. Our business—networking So, what are we the leader in? It’s networking—giving people access to the information they need by connecting information devices through intelligent, secure, and reliable networks. Our vision—the Internet The Internet is the single most important phenomenon to occur in information technology since the microprocessor, and ultimately it may be the biggest IT revolution ever. At Cisco, we see the Internet as a tremendously significant and empowering technology development that will greatly affect the way people do business, learn, and communicate. We are ready and able to turn this promise into reality. How do you use the positioning statement? It should be used anywhere and everywhere that a succinct statement of Cisco’s business is required. This includes presentations, collateral, sales proposals, trade show booths, and so forth. It should lead off your other presentations and be the foundation to which all communicators return. Our boilerplate standards Our company boilerplate is as follows: Cisco Systems, Inc. (Nasdaq: CSCO) is the worldwide leader in networking for the Internet. News and information are available at www.cisco.com. The standard description for our Cisco IOS software is as follows: Cisco IOS™ software is a platform that delivers network services and enables networked applications. We must be consistent in describing Cisco IOS software as a platform, not a product, and as an enabler of network services and networked applications. It is not necessary to spell out “Internetwork Operating System”; in fact, we request that you don’t spell it out. Also note that as with any trademarked terms, that you must use Cisco IOS as a modifier — such as Cisco IOS software platform or Cisco IOS network services. Never use just “IOS” or “the IOS” . Please help us be consistent in our messaging. TO DOWNLOADS have goals for positioning ourselves, ultimately our position is what others think and GO!
  4. 4. 73.0946 Intro 7/2/98 2:16 PM Page 3 C i s c o Voice and Tone An approachable, straightforward, and confident tone best describes the personality you achieve this goal: • Write in a direct, conversational style. • Tailor your words to the intended audience. • Use crisp, active sentences to give more life to the written word; avoid using passive voice. • Don’t overuse acronyms. • Use short, simple words rather than large, cumbersome ones. • Use the second person rather than the third person, whenever possible. • Use a minimum amount of jargon and colloquialisms to make your writing “world ready” and to ensure ease of use and translation by other countries. In summary, write simple and direct prose, stressing our corporate attributes—an open-minded approach to technology and networking expertise—in an approachable manner. In all cases, be sure you use the correct legal name for Cisco Systems, Inc. for your region or country, according to the Cisco Systems Corporate Style Guide. Use “Cisco Systems” when the company is first mentioned in the text, followed by “Cisco” in subsequent references. The Cisco Systems Corporate Style Guide contains two sections that are helpful to those creating marketing collateral. These sections are entitled “Style Guidelines” and “Word Usage. The Corporate Style ” Guide is available on CEC at wwwin.cisco.com/Mkt/ KP/kp_style/sc_style.html or ask for a hard copy from the Corporate Editor. TO DOWNLOADS we want to express about Cisco Systems. Following these writing suggestions will help GO!
  5. 5. 73.0946 Intro 7/2/98 2:19 PM Page 4 T h e C i s c o Corporate Tag Line Cisco believes that the Internet is fundamentally changing the way people work, live, play, sm branding efforts, with a new corporate tag line, “Empowering the Internet Generation . ” Cisco’s new tag line conveys two key concepts: Associates Cisco with the Internet People within the networking industry know Cisco. But many more people are familiar with the Internet and Internet-enabled applications. We need to make more people aware of Cisco’s key role with the Internet as a provider of backbone and access products and of Web site tools and Internet appliances. In addition, we want people to realize that Cisco products and services make Internet-enabled applications possible, and to appreciate that the Internet can change the way they work, live, play, and learn. Cisco itself is the world’s foremost example of a company using the Internet for competitive advantage. Emphasizes the importance of the Internet Generation Our vision is that the Internet will have as profound an effect on people and society as the Industrial Revolution did in the 19th century. We are living in the Internet Generation and are extending it to our children and grandchildren. The Internet Generation encompasses people, companies, and countries. Those who understand the power of the Internet and networked applications will, in our view, be the long-term winners. So companies and countries—in addition to people—have to see themselves as part of the “Internet Generation.” The Internet and networked applications will fundamentally change the way people work, live, play, and learn. We are living in the Internet Generation, which is bringing changes as great as those created by the Industrial Age (but at a much faster pace). Shape the future of global networking by creating unprecedented opportunities and value for our customers, employees, investors, and partners. End-to-end networking solutions by line of business The worldwide leader in networking for the Internet Empowering the Internet Generation Tag Line TO DOWNLOADS and learn. To communicate this vision, Cisco is strengthening and evolving its corporate GO!
  6. 6. 73.0946 Intro 7/2/98 2:19 PM Page 5 C i s c o Corporate Tag Line Staging Cisco Systems wants to use its new corporate tag line, “Empowering the Internet to be used both with the logo and by itself, providing maximum flexibility in our efforts to use it frequently. The Cisco Systems tag line is created using the Sabon font. When incorporating the tag line with the company logo, you must adhere to all other guidelines for use of the Cisco Systems logo. Please follow the staging indicated below: Trademarks The Cisco Systems logo is a registered trademark and always appears with a ®. When using the logo with the corporate tag line, “Empowering the Internet Generation,” use an SM designation after the tag line to indicate that it is a service mark. GO! .5x With logo: .5x 1x .125x .187x .3x .5x .5x .5x Without logo: When using the tag line by itself, it should appear in all black, all blue (PMS 3035), or reversed out. Do not combine the tag line with any logo other than the Cisco Systems logo. Do not alter the tag line in any manner including the typeface, proportions, colors, or line break. Do not animate, morph, or otherwise distort its perspective or two-dimensional appearance. Please follow the staging indicated below: .5x .187x .5x .5x TO DOWNLOADS Generation,” in all of its marketing communications efforts. We’ve designed the tag line .5x
  7. 7. 73.0946 Logos, branding... 7/2/98 1:51 PM Page 1 T h e Cisco Systems Logo The Cisco Systems logo is our signature to the world and must not be compromised. The Cisco Systems logo is composed of the Univers font logotype appearing above the boxed bridge, as illustrated at the right. This arrangement is the only version of the logo that can be used and is Cisco’s legal corporate signature. The preferred usage is two-color, using PMS 3035 (deep blue) for the boxed bridge and PMS 187 (red) for the logotype or the equivalent CMYK (process match) colors as noted on this page. In one-color printing, the logo can be either black, PMS 3035, or Cool Gray 2. The vertical bridge “tines” must always be the color of the paper you are printing on. When reversing or knocking out the logo, the boxed bridge element and the words “Cisco Systems” will be the color of the paper the logo is being printed on, and the bridge tines will be the color that surrounds the logo as shown on the next page. To ensure enough contrast for viewing the logo, do not use it on a patterned background or on one that is too light or too dark. Do not combine the Cisco Systems logo with any other logo or graphic element. Do not alter the Cisco logo in any manner including the typeface, proportions, colors, elements, or location of any of the text in relation to the boxed bridge element. Do not animate, morph, or otherwise distort its perspective or two-dimensional appearance. Spot Color Color Palette Four-color Process PMS 3035 100C, 0M, 8.5Y, 65K PMS 187 0C, 91M, 72Y, 23.5K PMS Cool Gray 2 0C, 0M, 0Y, 11.5K Logotype Boxed bridge element Tines Registration symbol Logo Color TO DOWNLOADS It is integral to our worldwide corporate identity. GO!
  8. 8. 73.0946 Logos, branding... 7/2/98 1:53 PM Page 2 C i sc o Systems Logo C orrect and Incor r ect Us age Correct uses of the logo are shown below, along with various incorrect uses. Use the OK TO DOWNLOADS logo according to the standards. NO Logo Usage GO!
  9. 9. 73.0946 Logos, branding... 7/2/98 1:53 PM Page 3 C i sc o Systems Logo S taging Cisco’s logo must be staged as illustrated below, where x represents any measured Logo Standards the minimum amount of clear space that can surround the logo and logotype. Logo Trademarks .5x The Cisco Systems logo is a registered trademark and always appears with a ®. .5x 1x .5x .5x 2.625x .5x Minimum Size The minimum logo size is .75"(19 mm) wide, excluding the ®. Please do not reproduce the Cisco logo in any smaller size, because it loses impact and readability. .75" TO DOWNLOADS increment that keeps the overall logo size at .75"(19 mm) wide or greater. Note that .5x is GO!
  10. 10. 73.0946 Logos, branding... 7/2/98 1:53 PM Page 4 M e rchan d isin g G uidelines Jackets, pens, hats, T-shirts, sweatshirts, cups, and plaques all spell recognition and attending a barbecue; or take notes with a Cisco pen in a meeting; or hit Cisco golf balls on th e go l f c o urse , you a re bu i l d i n g re co g n i t i o n an d e q u i t y i n t h e c om pa n y. For this re ason, it is important that you always use the Cisco Systems logo correctly and prominently on your merchandising items. The following guidelines will help achieve the best effect for merchandising items. The complete Cisco Systems logo (the boxed bridge element and the logotype) should appear in a prominent position on all the items you create. On any type of shirt or jacket, the logo should appear on the left front pocket rather than on a sleeve or on the back. On a cap or hat, it should appear on the front of the cap rather than on the visor. Logotype Boxed bridge element Tines Registration symbol When using the Cisco logo on merchandising items, it may only be used in the following colors: • In one-color printing, it may appear as all black, all deep blue (PMS 3035), all Cool Gray 2, or all white. • In multicolor printing, the boxed bridge element is deep blue (PMS 3035), the bridge tines are white, and the “Cisco Systems” logotype is deep red (PMS 187). No other color variations of the logo are acceptable. In addition, because of the difficulty in executing it properly, the tone-on-tone version of the logo for merchandising items has been discontinued. TO DOWNLOADS reward. Whether you wear these items on a shopping trip, while gardening, or when GO! For silk-screening, the minimum logo width is .75" or 19 mm. An embroidered logo should not appear smaller than 1.75" or 45 mm wide. The space directly beneath the logo is reserved for use by our partners who offer products, programs, and services on behalf of Cisco. This group includes channel partners, resellers, distributors, leasing partners, and publishing partners. If you think you have a program that might qualify for this use of the logo, please contact Cisco’s Corporate Identity organization. Otherwise, please leave this space open for our partners. Space for descriptor
  11. 11. 73.0946 Logos, branding... 7/2/98 1:53 PM Page 5 Your department name, promotional event, or internal program name should not appear directly below the logo. The closest placement for these names under the logo is one-half the x height of the boxed bridge element of the logo. .5x .5x 1x .5x .5x .5x The Cisco Systems logo is strong enough to stand on its own and should not be combined with any other logo or graphic element. If merchandising items contain any confidential product information such as a launch code name or date, do not use the Cisco logo on them. Merchandising items should not give away any Cisco secrets. C I S C O D E S K A C C E S S O R I E S Optimum background colors to choose for your merchandising items include the following: • For the multicolor logo and the all-blue or all-black logos: White Off-whites (cream, beige, stone, canvas) Khaki Light yellows Light grays Burgundy Chambrays Denim • For the all-white or all-Cool Gray 2 logo: Navy blue Royal blue Black Burgundy Deep purple Hunter green Deep gray Teal Denim • Colors to avoid include: “Neon” tones Bright red Bright yellow Violets Orange Pinks and roses Kelly or grass greens If you have questions or have a specific project on which you are not sure how to use the logo, visit the Corporate Identity Web site at wwwin.cisco.com/ Mkt/corpid/resource.html or contact a Cisco Corporate Identity representative. Corporate Identity staff members are listed at wwwin.cisco.com/Mkt/corpid/ index.html. w w w . c i s c o . c o m / g i f t TO DOWNLOADS M e rch an d isin g G uidelines GO!
  12. 12. 73.0946 Logos, branding... 7/2/98 1:56 PM Page 6 M e rch an d isin g G uidelines TO DOWNLOADS T-shirt, front GO! T-shirt, back
  13. 13. 73.0946 Logos, branding... 7/2/98 1:56 PM Page 7 C i sc o R eseller an d C ertifie d Part ne r M ar ks Cisco Systems licenses the use of specially designed marks to its resellers a n d c e rt i f i e d Cisco Systems signature with an additional program descriptor underneath the bridge as illustrated on this page. For certified partners of Cisco products and services, marks have been created for the following certifications: Partner, Partner—Gold Certified, Partner— Silver Certified, and Partner—Premier Certified. To qualify for using these marks, certified partners must meet the criteria established for their certification levels. They may only use marks for which they have achieved certification. Cisco’s Authorized Distributor and Reseller program marks are for use by distributors who resell Cisco products to Cisco’s reseller and certified partners. In one-color printing, these marks can be either black or PMS 3035 (deep blue). In multicolor printing, the Cisco Systems logotype must appear in PMS 187 (deep red) with the boxed bridge in PMS 3035 (deep blue), the vertical bridge tines the color of the paper you are printing on, and the certification descriptor in black. Four-color process match is acceptable. The marks may also print reversed out of a dark background. When reversing or knocking out the marks, the boxed bridge element, the words Cisco Systems, and the partner and certification level type are the color of the paper a mark is being printed on, and the bridge tines are the color that surrounds the logo. To ensure enough contrast for viewing a mark, do not use it on a patterned background or on one that is too dark or light. Do not combine the Cisco Systems partner or program marks with any other logo or graphic element. Do not alter the Cisco logo in any manner including the typeface, proportions, colors, elements, or location of any of the text in relation to the boxed bridge element. Do not animate, morph, or otherwise distort its perspective or two-dimensional appearance. Logotype Boxed bridge Tines Re s e l l e r Partner/certification type TO DOWNLOADS pa rt n e rs w h e n t h e y a r e ac t i n g o n b e h a l f o f C i s c o. Th e m a r k s a r e bas e d o n t h e GO!
  14. 14. 73.0946 Logos, branding... 7/2/98 1:56 PM Page 8 C i sc o R eseller an d C ertifie d Part ne r M ar ks Cor r ect and Incor r ect U s a g e Correct uses of the marks are shown below, along with various incorrect uses. Use the TO DOWNLOADS marks according to the standards. Logo Usage GO!
  15. 15. 73.0946 Logos, branding... 7/2/98 1:56 PM Page 9 C i sc o R eseller an d C ertifie d Part ne r M ar ks Staging Cisco Reseller and Certified Partner marks must be staged as illustrated below, where x or greater. Note that .5 x is the minimum amount of clear space that can surround a mark. These staging parameters are identical to those established for the Cisco Systems logo. Staging In all cases, the reseller or certified partner’s company logo should appear more prominently than the Reseller/Certified Partner mark and should be separated by the space of one mark width or one inch, whichever is greatest. The Reseller/Certified Partner mark cannot be combined with another logo or graphical element. .5x 2.625x .5x .5x .5x 1x .125x .386x .3x .5x Minimum Size The minimum mark size is .75"(19 mm) wide, excluding the ®. Please do not reproduce a mark in any smaller size, because it loses impact and readability. Trademark Symbol The Cisco Systems logo used with the Reseller/Certified Partner marks is a registered trademark and must always appear with the symbol ®. TO DOWNLOADS represents any measured increment that keeps the overall mark size at .75" ( 19 mm) wide GO!
  16. 16. 73.0946 Logos, branding... 7/2/98 1:56 PM Page 10 C i sc o R eseller an d C ertifie d Part ne r M ar ks Placement Web Pages The Reseller/Certified Partner marks may be used on a Reseller/Certified Partner company Web site. On a Web page or as a launch button, the minimum mark size is 86 pixels wide. Advertisements, Direct Mail, and Collateral A mark may be incorporated into any of the Reseller/Certified Partner’s advertising, direct mail, collateral, or other promotional materials for Cisco products. Products The mark may not be used on any products. Referring to Partner Certification in Text A Partner’s certification level may be noted on collateral material or advertising by using phrases like “a Cisco Systems Partner—Gold Certified.” Say: XYZ is a Cisco Systems Partner—Gold Certified Do not say: XYZ Cisco Partner XYZ Cisco Gold Partner Additional Information For additional information on Cisco’s Certified Partner Program, to obtain logo kits, or to confirm certification levels, please contact the Cisco Channel Marketing department. TO DOWNLOADS Where to Use the Reseller/Certified Partner marks GO!
  17. 17. 73.0946 Logos, branding... 7/2/98 1:56 PM Page 11 Ot h e r C isco Program Marks Cisco Systems strongly believes in developing key relationships and partnerships to and services that enhance our offerings and help us broaden Cisco’s brand recognition, we have approved a number of other programs and program marks. E xam ples of eac h of these program marks follow with brief explanations of their applications. Please contact the appropriate program owner for additional information. Cisco Global Support Program Nihon Channel Program (Japan only) TO DOWNLOADS expand the products and services available to its customers. To identify the produ c ts GO! The Cisco Global Support program provides partners with the framework to deliver consistent and timely support solutions for multinational businesses. A global support model enables end customers to effectively gain access to sophisticated service and support and enables global partners to gain the greatest level of operational efficiencies, thereby significantly lowering the cost of doing business. Global Partners have access to a technological backbone of at least three strategically located TAC centers around the world. Each of these centers includes one comprehensive lab, offers remote access on a 24 x 7 basis, and supports most major languages spoken within the theater or region. English-speaking engineers are also available in all centers for worldwide after-hours support. The Global Support program provides the competitive advantage and differentiation needed in today’s competitive multinational market. For more information, please contact the Channel Development Program group. The Nihon Partner program is Japan’s version of the U.S. and International Partner program. These marks are to be used by our Japanese partners only, according to the certification levels they have achieved. For additional information, please contact Cisco’s ICON Marketing organization. Cisco Training Partner Program Cisco’s Training Partner program is for training partners who have agreements with Cisco to offer Cisco networking technology, product, platform, and update training. Three levels of service have been established: Associate, Distinguished, and Senior. To qualify for using these marks, training partners must meet the criteria established for their service levels. They may only use the marks for which they qualify. Please contact the Worldwide Training organization for additional information.
  18. 18. 73.0946 Logos, branding... 7/2/98 1:56 PM Page 12 Ot h e r C isco P rogram Marks The ATM Associate program is a joint interoperability, marketing, and reference-selling program. It is designed to make it easier and less expensive for customers to use ATM technology to upgrade their networks and integrate voice, video, and data into a single, multiservice infrastructure. Only those vendors who have signed license agreements for the ATM Associate program may use this mark. Please contact Cisco’s Enterprise line of business for additional information. Cisco Multimedia Associate Program The Multimedia Associate program was established as a multimedia alliance between Cisco and the Institute for Information Industry (III), located in Taiwan, to offer customers more complete multimedia solutions. Together, Cisco and III help major Taiwanese manufacturers develop and promote Cisco multimediaenabled applications for their products. Cisco will provide Cisco branding certificates after the Taiwanese vendors’ products pass the conformance tests performed and supervised by the III engineers in the Cisco-III Multimedia Lab in Taiwan. Currently, III is the only vendor with authorization to use this mark. Please contact Global Alliances for additional information. TO DOWNLOADS ATM Associate Program GO!
  19. 19. 73.0946 Logos, branding... 7/2/98 1:56 PM Page 13 O t h er C isco P rogram Marks The Enterprise Associate program is a joint marketing, technology, and compliance initiative. Under this initiative, companies whose products complement and are interoperable with Cisco IOS® networks can use the Enterprise Associate mark in their marketing and advertising materials. Additionally, this initiative gives Cisco Systems and participating companies the opportunity to jointly develop and enhance networking functions for customers. Only those vendors whose products pass the conformance tests required by Cisco and have signed license agreements for the Enterprise Associate program may use this mark. Please contact Cisco’s InterWorks Business Unit Marketing organization for additional information. Cisco Press Cisco Press is a venture between Cisco and Macmillan Publishing to publish a series of books on networking. Only Macmillan Computer Publishing currently has authorization to use this mark. Please contact Cisco’s Central Documentation Services department for additional information. TO DOWNLOADS Enterprise Associate Program GO!
  20. 20. 73.0946 Logos, branding... 7/2/98 1:56 PM Page 14 Ot h e r C isco P rogram Marks The Cisco Networking Academies program was designed to provide educational institutions with the opportunity to certify high school and college students in network design and operations by providing curriculum and equipment support. Only those institutions that have agreements with Cisco Systems may use this mark. Please contact the Education Marketing organization for additional information. Cisco Capital Cisco Capital is a leasing program for Cisco products. Only leasing companies that have signed agreements with Cisco are authorized to use this mark. Please contact Cisco Financial Services for additional information. Cisco Professional Services Provider Program Cisco’s Professional Services Provider program offers a suite of customized services for every phase of a customer’s network life cycle: planning, design, implementation, and operation. Only vendors who have signed agreements for the Professional Services Provider program may use this mark. Please contact Customer Advocacy for additional information. TO DOWNLOADS Cisco Networking Academies Program GO!
  21. 21. 73.0946 Logos, branding... 7/2/98 1:56 PM Page 15 Ot h e r C isco P rogram Marks The Cisco Certified Internetwork Expert (CCIE) program is a high-level certification program designed to provide engineers with the internetworking expertise required in today's rapidly changing information systems environment. Only those engineers who pass the demanding CCIE certification test are allowed to use this personal certification badge on their business cards. Please contact the Customer Advocacy organization for additional information about this program. TO DOWNLOADS Cisco Certified Internetwork Expert GO!
  22. 22. 73.0946 Logos, branding... 7/2/98 1:56 PM Page 16 C i sc o Powered Network Mar k Th e C i s c o P ow e r e d N e t wo r k m a r k i s to b e u s e d e xc l u s i v e ly b y au t h o r i z e d s e rv i c e the Cisco Powered Network program guidelines. This mark communicates that the service provider has an end-to-end network based on Cisco products and services that ensures a high degree of security, reliability, and performance. The Cisco Powered Network mark is composed of the Univers font logotype and the boxed arrow element, as shown in the graphic at the right. Please use the camera-ready art provided by Cisco Systems. Do not alter the Cisco Powered Network mark or change the size or location of the type in relation to the boxed arrow element. The Cisco Powered Network mark can be used in black, PMS 3035 (deep blue), or PMS 187 (dark red); four-color process match is acceptable. The arrowhead within the box is the same color as the paper the mark is printed on. When reversing or knocking out the mark, the box, arrowtail, and logotype are the color of the paper the mark is being printed on, and the arrowhead is the same color that surrounds the mark. To ensure enough contrast for viewing the mark, do not use it on a patterned background or on one that is too light or too dark. Do not alter the Cisco Powered Network mark in any manner including the size of typeface, proportions, colors, elements, or location of the text in relation to the boxed arrow element. Do not animate, morph, or otherwise distort its perspective or two-dimensional appearance. Do not combine the Cisco Powered Network mark with any other logo or graphic element. Spot Color Color Palette Four-color Process PMS 187 0C, 91M, 72Y, 23.5K PMS 3035 100C, 0M, 8.5Y, 65K BLACK 0C, 0M, 0Y, 100K Arrowtail Box Arrowhead Logotype Trademark symbol Powered Network TO DOWNLOADS providers who meet the criteria for quality, service, and Cisco equipment as described in GO!
  23. 23. 73.0946 Logos, branding... 7/2/98 1:56 PM Page 17 C i sc o Powered Netwo rk M ar k Cor r ect and Incor r ect Us age Correct uses of the mark are shown below, along with various incorrect uses. Use the OK TO DOWNLOADS mark according to the standards. NO Logo Usage GO!
  24. 24. 73.0946 Logos, branding... 7/2/98 1:56 PM Page 18 C i sc o Powered Network M ar k Staging The Cisco Powered Network mark must be staged as illustrated here, where x represents any measured increment that keeps the overall logo size .75" (19 mm) or greater. Note that .5x is the minimum amount of clear space that can surround the mark. The service provider company’s logo should appear more prominently than the Cisco Powered Network mark. The Cisco Powered Network mark should be separated from the service provider’s logo by the space of one Cisco Powered Network mark width or one inch, whichever is greatest. Minimum Size The minimum size for the Cisco Powered Network mark is .75" (19 mm). Please do not reproduce the Cisco Powered Network mark in any smaller size, because it loses impact and readability. Trademark The Cisco Powered Network mark is a trademark of Cisco Systems and must always appear with a ™ symbol. .5x 3.175x .825x .125x 1x .375x .5x .5x TO DOWNLOADS Staging GO!
  25. 25. 73.0946 Logos, branding... 7/2/98 1:56 PM Page 19 C i sc o Powered Network M ar k Placement Web Pages The Cisco Powered Network mark may be used on qualifying service providers’ Web pages next to or for products or services running a Cisco Powered Network. On launch buttons, the minimum mark size is 90 pixels wide. Advertisements, Direct Mail, and Collateral The mark may be used in any of the service providers’ advertising, direct mail, collateral, or other promotional materials for products or services running on Cisco Powered Networks. Product Names The Cisco Systems and the Cisco Powered Network names or marks or any potentially confusing variations may never be incorporated as part of the name of a product or service of the service provider. Documentation The Cisco Powered Network mark should appear on the front cover and spine of documentation for products or services that run on a Cisco Powered Network. Video The Cisco Powered Network mark is available as an animation with sound for use in broadcast media (radio and TV) by authorized service providers. Referencing in Text In text, qualifying service providers can refer to the fact that their services run on Cisco Powered Networks. Say: XYZ data services run on a Cisco Powered Network Do not say: XYZ Cisco Network XYZ Cisco Powered Network product Additional Information For additional information on the Cisco Powered Network program, please contact the Service Provider Marketing organization within Cisco. TO DOWNLOADS Where to use the Cisco Powered Network mark GO!
  26. 26. 73.0946 Logos, branding... 7/2/98 1:56 PM Page 20 C i sc o NetWorks Mark The Cisco NetWorks ingredient mark is designed for the exclusive use of key partners connectivity in the network and interoperability with Cisco-designated systems. The Cisco NetWorks mark is composed of the Univers font logotype and the boxed arrow element, as shown at the right. Please use the camera-ready or soft-copy art provided by Cisco Systems. In one-color printing, the Cisco NetWorks mark can be used in black, PMS 3035 (deep blue), PMS 187 (deep red), or PMS Cool Gray 2. The arrowhead is the same color as the background color the mark appears on. In two-color printing, the boxed arrow element (box and arrowtail) appears in PMS 3035 (deep blue) and the text “Cisco NetWorks” in PMS 187 (deep red). The arrowhead is the same color as the background color the mark appears on. When reversing or knocking out the mark, the box, arrowtail, and logotype are all the color of the paper the mark is being printed on, and the arrowhead is the same color that surrounds the mark. To ensure adequate contrast for viewing the mark, do not use it with a patterned background or one that is too light or too dark for it to read well. Do not alter the Cisco NetWorks mark in any manner including the typeface, proportions, colors, elements, or location of any of the text in relation to the boxed arrow element. You may not animate, morph, or otherwise distort its perspective or two-dimensional appearance. Do not combine the Cisco NetWorks mark with any other logo or graphic element. Spot Color Color Palette Four-color Process PMS 3035 100C, 0M, 8.5Y, 65K PMS 187 0C, 91M, 72Y, 23.5K PMS Cool Gray 2 0C, 0M, 0Y, 11.5K TO DOWNLOADS whose products incorporate Cisco Network Foundation Technologies to ensure reliable GO!
  27. 27. 73.0946 Logos, branding... 7/2/98 1:56 PM Page 21 C i sc o NetWorks Mark C or r ect and Incor r ect Us age Correct uses of the mark are show below, along with various incorrect uses. Use the OK TO DOWNLOADS logo according to these standards. NO Mark Usage GO!
  28. 28. 73.0946 Logos, branding... 7/2/98 1:57 PM Page 22 C i sc o NetWorks Mark S taging The Cisco NetWorks mark must be staged as illustrated here, where x represents any measured increment that keeps the overall logo size .75" (19 mm) or greater. Note that .5x is the minimum amount of clear space that can surround the mark. The licensee’s company logo should appear more prominently than the Cisco NetWorks mark. The Cisco NetWorks mark should be separated from the licensee’s logo by the space of one Cisco NetWorks mark width or one inch, whichever is greatest. Minimum Size The minimum size for the Cisco NetWorks mark is .75" (19 mm). Please do not reproduce the Cisco NetWorks mark in any smaller size, because it loses impact and readability. Trademark The Cisco NetWorks mark is a trademark of Cisco Systems and must always appear with a ™ symbol. .5x 1x .4x .5x .825x .125x 3.175x .5x TO DOWNLOADS Staging GO!
  29. 29. 73.0946 Logos, branding... 7/2/98 1:57 PM Page 23 Where to use the Cisco NetWorks mark Hardware The Cisco NetWorks mark should be placed on the front viewing plane of the licensee’s product. Do not place the mark on the top, bottom, or sides of the product or on any peripheral components. The mark should never be obstructed by another label or sticker. The mark should be printed directly onto the product using conventional methods such as silkscreening or pad printing, or it can be molded in. The mark should not be placed on the product using a label or sticker. Software Packaging The Cisco NetWorks mark should be printed on the front viewing panel of the licensee’s software package. The mark should never be obstructed by another label or sticker. The mark should not be placed on the package using a label or sticker. Startup Screens For software products containing Cisco Network Foundation Technologies, the mark should appear at the first startup screen and should remain on screen for the duration of the bootup procedure. Shipping Cartons The Cisco NetWorks mark should appear on the top surface of shipping cartons. The mark should never be placed on the bottom of a shipping carton or be obstructed by other stickers or tape. The mark should be printed directly onto packaging and should not be placed on the package using a label or sticker. Web Pages The Cisco NetWorks mark may be used on licensees’ Web pages next to products that incorporate Cisco Network Foundation Technologies. On launch buttons, the minimum mark size is 90 pixels wide. Advertisements, Direct Mail, and Collateral The mark may be used in any of the licensees’ advertising, direct mail, collateral, or other promotional materials for products that incorporate Cisco Network Foundation Technologies. Product Names The Cisco Systems and the Cisco NetWorks names or marks or any potentially confusing variations may never be incorporated as part of the name of a product or service of the licensee’s company. Documentation The Cisco NetWorks mark should appear on the front cover of documentation for products or services that incorporate Cisco Network Foundation Technologies. Referencing in Text In text, licensees may refer to the fact that their product incorporates Cisco Network Foundation Technologies by using phrases such as “incorporates Cisco Network Foundation Technologies.” On all such materials, the licensee’s product or service name must appear more prominently than the Cisco NetWorks mark by putting it in a different color or on a different line. This requirement is important to avoid any implication that the product is manufactured or supported by Cisco Systems. Say: XYZ product incorporates Cisco Network Foundation Technologies Do not say: XYZ company Cisco NetWorks product Additional Information For additional information on the Cisco NetWorks program, please contact the Global Alliance Marketing organization within Cisco. TO DOWNLOADS C i sc o NetWorks Mark P lacement GO!
  30. 30. 73.0946 Logos, branding... 7/2/98 1:57 PM Page 24 C i sc o IOS Techn o lo gies Ingr edient M ar k The Cisco IOS Technologies mark is designed exclusively for use by manufacturers and software technologies into their products. The mark placed directly on those manufacturers’ and developers’ products, packaging, and promotional materials signifies to their customers that these products contain Cisco technology. The Cisco IOS Technologies ingredient mark is composed of the Univers font logotype and the boxed arrow element as shown. Please use the camera-ready art provided by Cisco Systems. In one-color printing, the mark should be black; when printing two or more colors, use PMS 187 (red) for the box and arrowtail and black for the type or the equivalent CMYK (process match) colors as noted on this page. The arrowhead within the box is the same color as the paper the mark is printing on. When reversing or knocking out the mark, the box, arrowtail, and logotype are the color of the paper the mark is being printed on, and the arrowhead is the same color that surrounds the mark. To ensure enough contrast for viewing, do not use the mark on a patterned background or on one that is too light or too dark for the logo to read well. Do not alter the Cisco IOS Technologies mark in any manner including the size of typeface, proportions, colors, elements, or location of the text in relation to the boxed arrow element. You may not animate, morph, or otherwise distort its perspective or twodimensional appearance. Do not combine the Cisco IOS Technologies mark with any other logo or graphic element. Spot Color Color Palette PMS 187 BLACK Arrowtail Box Arrowhead Four-color Process 0C, 91M, 72Y, 23.5K 0C, 0M, 0Y, 100K Trademark symbol Logotype Cisco IOS TO DOWNLOADS developers who have license agreements with Cisco Systems to incorporate Cisco IOS GO!
  31. 31. 73.0946 Logos, branding... 7/2/98 1:57 PM Page 25 C i sc o IOS Tech n o lo gies M ar k Cor r ect and Incor r ect Us age Correct uses of the mark are shown below, along with various incorrect uses. Use the OK TO DOWNLOADS mark according to the standards. NO Logo Usage GO!
  32. 32. 73.0946 Logos, branding... 7/2/98 1:57 PM Page 26 C i sc o IOS Tech n o lo gies M ar k Staging The Cisco IOS Technologies mark must be staged as illustrated here, where “x” represents any measurement that keeps the overall mark size at 1"(25 mm) or greater. Note that .5x is the minimum amount of clear space that can surround the mark. The licensee’s company logo should appear more prominently on the product or materials than the Cisco IOS Technologies mark. The Cisco IOS Technologies mark should be separated from the licensing company’s logo by the space of one Cisco IOS Technologies mark width or 1"(25 mm), whichever is greatest. .5x .825x 4.5x .5x .5x 1x .25x .45x .5x Minimum Size The minimum ingredient mark size is 1"(25 mm) wide excluding the ™. Please do not reproduce the Cisco IOS Technologies mark in any smaller size, because it loses impact and readability. 1" Trademark The Cisco IOS Technologies mark is a trademark of Cisco Systems and must always appear with a ™ symbol. TO DOWNLOADS Staging GO!
  33. 33. 73.0946 Logos, branding... 7/2/98 1:57 PM Page 27 Where to use the Cisco IOS Technologies mark Hardware The Cisco IOS Technologies mark should be placed on the front viewing plane of the licensee’s product. Do not place the mark on the bottom of the product or on any peripheral component. The mark should never be obstructed by another label or sticker. Software Packaging Place the Cisco IOS Technologies mark on the front viewing panel of the licensee’s software package. The mark should never be obstructed by another label or sticker. Startup Screens For software products containing Cisco IOS Technologies, the mark should appear at the first startup screen and should remain on for the duration of the bootup procedure. Web Pages The Cisco IOS Technologies mark may be used on the licensee’s Web pages next to or for products containing Cisco IOS Technologies. On launch buttons, the minimum mark size is 86 pixels. Shipping Cartons The Cisco IOS Technologies mark should appear on the top surface of shipping cartons. The mark should never be placed on the bottom of a shipping carton or be obstructed by other stickers or tape. Advertisements, Direct Mail, and Collateral The mark may be used in any licensee advertising, direct mail, collateral, or other promotional materials for products containing Cisco IOS Technologies. For multiple product advertisements, the mark must be placed next to the product containing Cisco IOS Technologies. As an alternative, you may place an asterisk (*) next to each qualifying product and another asterisk next to the mark with a supporting footnote stating “Contains Cisco IOS Technologies. ” In the case of collateral, the mark should appear on the back cover or back page only. Product Names The Cisco Systems and the Cisco IOS Technologies names or marks or any potentially confusing variations may never be incorporated as part of the name of a product or service of the licensee’s company. Documentation The Cisco IOS Technologies mark should appear on the front cover and spine of documentation for products that contain Cisco IOS Technologies. TO DOWNLOADS C i sc o IOS Tech n o lo gies M ar k Placement GO!
  34. 34. 73.0946 Logos, branding... 7/2/98 1:57 PM Page 28 C i sc o IOS Tech n o lo gies Text Refer ences In text, the inclusion of Cisco IOS Technologies in the licensee’s product may be noted on packaging, collateral material, or advertising (but not included in the product name) by using phrases such as “includes Cisco IOS Technologies. On all such materials, the ” licensee’s product name must appear more prominently than that of Cisco IOS Technologies and should be visually distinguished from Cisco IOS Technologies by putting it in a different font or color or on a different line. This is important to avoid any implication that the licensed product is manufactured or supported by Cisco Systems. Here are some examples: Say: XYZ includes Cisco IOS Technologies Do not say: XYZ IOS product XYZ Cisco IOS Technologies The following standard language must be included in all product literature: This product contains selected elements of the Cisco IOS Technologies that provide _______ capabilities. TO DOWNLOADS Referencing Cisco IOS Technologies in text GO!
  35. 35. 73.0946 Logos, branding... 7/2/98 1:57 PM Page 29 C i sc o IOS Wordm ark Spot Color Color Palette BLACK Four-color Process 0C, 0M, 0Y, 100K TO DOWNLOADS The Cisco IOS software wordmark is available for use in networking diagrams and presentations to highlight the presence of the Cisco IOS platform within a networking environment. This wordmark is not to be used in product collateral, text references, software and hardware packaging, press releases, direct mail or advertising, electronic publications, or on products. GO!
  36. 36. 73.0946 Logos, branding... 7/2/98 1:57 PM Page 30 Tra d e mark P olicy Cisco’s trademarks are valuable assets that must be selected and used carefully. Please program, and service names. Cisco defines a trademark as a word (for example, Cisco), a design (such as the Cisco bridge logo), a tag line (“Empowering the Internet Generation”)—or any combination of these elements adopted by Cisco Systems to identify the company and its products and to distinguish it from competitors. Trademarks should be used as adjectives, not nouns (for example, Cisco IOS software, not Cisco IOS). If they are used as nouns, they may become generic and no longer protectable (for example, “aspirin, and “Kleenex”). ” Registration and Trademarks Cisco owns trademark rights to the Cisco Systems name and logo, the Cisco IOS Technologies name and logo, the Cisco Powered Network logo, and the Cisco NetWorks logo. We own service marks on the tag lines “Empowering the Internet Generation” and “Changing the way we work, live, play, and learn. ” In addition, we own exclusive rights to a number of product family and product names as indicated on the next page. Our rights are protected and strengthened when our trademarks are used properly. Cisco’s naming strategy emphasizes Cisco as our corporate brand and employs descriptive terminology for product, program, and service names. Departments that have new products, programs, or services should contact Central Naming Service at naming@cisco.com to begin the naming process. ™ Notices Please include the following notices on all Cisco marketing materials. Note that the trademark list consists of the trademarks used in a particular document plus Cisco, Cisco Systems, and the Cisco Systems logo, which are always listed. Copyright Notice Copyright 199X Cisco Systems, Inc. All rights reserved. Printed in USA. xxx and xxx are trademarks, xxx is a service mark, and Cisco, Cisco Systems, the Cisco Systems logo, and xxx are registered trademarks of Cisco Systems, Inc. in the U.S. and certain other countries. All other trademarks mentioned in this document are the property of their respective owners. Trademark Listing A list of current Cisco trademarks can be requested from the Corporate Editor. They can also be found on the Corporate Identity Resources Page at wwwin.cisco.com/Mkt/corpid/TM LIST.HTM. Only those trademarks designated as registered should use the symbol ®. All other claimed Cisco trademarks should be denoted with the symbol ™. Service marks are denoted with the SM symbol. TO DOWNLOADS adhere to these policies and guidelines for protecting our trademarks on product, GO!
  37. 37. 73.0946 Logos, branding... 7/2/98 1:57 PM Page 31 Tra d e mark Policy The following is a list of trademarks currently used by Cisco Systems, Inc. organized to Trademark Office.1 Registered Trademarks (®) BPX Catalyst Cisco Cisco IOS Cisco IOS logo Cisco Systems Cisco Systems logo Enterprise/Solver EtherChannel FastHub FastPacket ForeSight FragmentFree IPX LightStream MICA (use with “technologies” at first mention) Phase/IP StrataSphere StrataView Plus SwitchProbe Unregistered Trademarks (™) AccessPath AtmDirector CCIE logo CD-PAC Centri Cisco Capital logo CiscoLink Cisco NetWorks logo Cisco Powered Network logo Cisco Press logo ClickStart ControlStream DAGAZ Fast Step FireRunner IGX JumpStart Kernel Proxy LoopRunner MGX Natural Network Viewer NetRanger NetSonar The boilerplate statement that goes at the end of marketing documents should list only the marks that are used in the document (plus Cisco, Cisco Systems, and the Cisco Systems logo which are always listed). They should appear in the following order: trademarks first, then service marks, then registered trademarks. The correct verbiage is: “xxx and xxx are trademarks, xxx is a service mark, and xxx, xxx, and xxx are registered trademarks of Cisco Systems, Inc. in the U.S. and certain other countries. All other trademarks mentioned in this document are the property of their respective owners.” 1 Current list as of 6/98. Packet PIX Point and Click Internetworking Policy Builder RouteStream Secure Script SMARTnet SpeedRunner Stratm (use with “technology” at first mention) StreamView The Cell TrafficDirector TransPath VirtualStream VlanDirector Workgroup Director Workgroup Stack Unregistered Service Marks (SM) Changing the way we work, live, play, and learn. Empowering the Internet Generation TO DOWNLOADS i d e n t i f y t h o s e m a r k s t h at h av e b e e n r e g i s t e r e d w i t h t h e U n i t e d Stat e s Pat e n t a n d GO!
  38. 38. 73.0946 Graphic System 7/2/98 2:46 PM Page 1 C o l o r P alette Colors, like typefaces, lead to easy recognition when used consistently. The Cisco Systems from packaging to printed materials. The logo colors, PMS 187 and PMS 3035, are the primary colors in the Cisco palette. These colors are rich and easily readable in a variety of media. PMS Cool Gray 2 and PMS 124 provide a complement to the logo colors and can be used for all secondary type treatments. Black is also part of the palette. We’ve also selected a single color for each line of business along with the Cisco corporate palette. As additional vertical industries or applications are created, we will develop color standards for each area. Staying with these color standards will produce an overall look that says “Cisco Systems” throughout the world. Spot Color Corporate Four-color Process PMS 3035 100C, 0M, 8.5Y, 65K PMS 187 0C, 91M, 72Y, 23.5K COOL GRAY 2 0C, 0M, 0Y, 11.5K SUPERBLACK 40C, 0M, 0Y, 100K PMS 124 0C, 27.5M, 100Y, 6K Service Provider PMS 221 0C, 100M, 18.5Y, 34K Enterprise PMS 2593 79C, 100M, 0Y, 0K Small and Medium Business PMS 568 83C, 0M, 56Y, 38K Education PMS 3015 100C, 23.5M, 0Y, 18.5K Government PMS 554 87C, 0M, 60Y, 65K IBM PMS 660 91C, 60M, 0Y, 0K Market Solutions Vertical Industries TO DOWNLOADS Cisco Colors color palette was carefully chosen to give a cohesive identity to everything we design GO!
  39. 39. 73.0946 Graphic System 7/2/98 2:46 PM Page 2 PMS 3035 PMS 3035 PMS 3035 PMS 3035 PMS 3035 PMS 3035 PMS 3035 PMS 3035 PMS 3035 PMS 3035 PMS 3035 PMS 3035 PMS 3035 PMS 3035 PMS 3035 PMS 3035 PMS 3035 PMS 3035 PMS 3035 PMS 3035 TO DOWNLOADS PMS 3035 GO! PMS 3035 PMS 3035 PMS 3035 PMS 3035 PMS 3035 PMS 3035 PMS 3035 PMS 187 PMS 187 PMS 187 PMS 187 PMS 187 PMS 187 PMS 187 PMS 187 PMS 187 PMS 187 PMS 187 PMS 187 PMS 187 PMS 187 PMS 187 PMS 187 PMS 187 PMS 187 PMS 187 PMS 187 PMS 187 PMS 187 PMS 187 PMS 187 PMS 187 PMS 187 PMS 187 PMS 187
  40. 40. 73.0946 Graphic System 7/2/98 2:46 PM Page 3 PMS Cool Gray 2 PMS Cool Gray 2 PMS Cool Gray 2 PMS Cool Gray 2 PMS Cool Gray 2 PMS Cool Gray 2 PMS Cool Gray 2 PMS Cool Gray 2 PMS Cool Gray 2 PMS Cool Gray 2 PMS Cool Gray 2 PMS Cool Gray 2 PMS Cool Gray 2 PMS Cool Gray 2 PMS Cool Gray 2 PMS Cool Gray 2 PMS Cool Gray 2 PMS Cool Gray 2 PMS Cool Gray 2 PMS Cool Gray 2 TO DOWNLOADS PMS Cool Gray 2 GO! PMS Cool Gray 2 PMS Cool Gray 2 PMS Cool Gray 2 PMS Cool Gray 2 PMS Cool Gray 2 PMS Cool Gray 2 PMS Cool Gray 2 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124 PMS 124
  41. 41. 73.0946 Graphic System 7/2/98 2:46 PM Page 4 PMS 221 PMS 221 PMS 221 PMS 221 PMS 221 PMS 221 PMS 221 PMS 221 PMS 221 PMS 221 PMS 221 PMS 221 PMS 221 PMS 221 PMS 221 PMS 221 PMS 221 PMS 221 PMS 221 PMS 221 TO DOWNLOADS PMS 221 GO! PMS 221 PMS 221 PMS 221 PMS 221 PMS 221 PMS 221 PMS 221 PMS 2593 PMS 2593 PMS 2593 PMS 2593 PMS 2593 PMS 2593 PMS 2593 PMS 2593 PMS 2593 PMS 2593 PMS 2593 PMS 2593 PMS 2593 PMS 2593 PMS 2593 PMS 2593 PMS 2593 PMS 2593 PMS 2593 PMS 2593 PMS 2593 PMS 2593 PMS 2593 PMS 2593 PMS 2593 PMS 2593 PMS 2593 PMS 2593
  42. 42. 73.0946 Graphic System 7/2/98 2:46 PM Page 5 PMS 568 PMS 568 PMS 568 PMS 568 PMS 568 PMS 568 PMS 568 PMS 568 PMS 568 PMS 568 PMS 568 PMS 568 PMS 568 PMS 568 PMS 568 PMS 568 PMS 568 PMS 568 PMS 568 PMS 568 TO DOWNLOADS PMS 568 GO! PMS 568 PMS 568 PMS 568 PMS 568 PMS 568 PMS 568 PMS 568 PMS 3015 PMS 3015 PMS 3015 PMS 3015 PMS 3015 PMS 3015 PMS 3015 PMS 3015 PMS 3015 PMS 3015 PMS 3015 PMS 3015 PMS 3015 PMS 3015 PMS 3015 PMS 3015 PMS 3015 PMS 3015 PMS 3015 PMS 3015 PMS 3015 PMS 3015 PMS 3015 PMS 3015 PMS 3015 PMS 3015 PMS 3015 PMS 3015
  43. 43. 73.0946 Graphic System 7/2/98 2:46 PM Page 6 PMS 554 PMS 554 PMS 554 PMS 554 PMS 554 PMS 554 PMS 554 PMS 554 PMS 554 PMS 554 PMS 554 PMS 554 PMS 554 PMS 554 PMS 554 PMS 554 PMS 554 PMS 554 PMS 554 PMS 554 TO DOWNLOADS PMS 554 GO! PMS 554 PMS 554 PMS 554 PMS 554 PMS 554 PMS 554 PMS 554 PMS 660 PMS 660 PMS 660 PMS 660 PMS 660 PMS 660 PMS 660 PMS 660 PMS 660 PMS 660 PMS 660 PMS 660 PMS 660 PMS 660 PMS 660 PMS 660 PMS 660 PMS 660 PMS 660 PMS 660 PMS 660 PMS 660 PMS 660 PMS 660 PMS 660 PMS 660 PMS 660 PMS 660
  44. 44. 73.0946 Graphic System 7/2/98 2:46 PM Page 7 C i sc o Typography Typefaces Like organizations, typefaces have personalities and perform specific functions. customers to readily recognize materials from Cisco Systems. Univers, Univers Condensed, and Sabon are Cisco’s corporate fonts. Univers and Univers Condensed are sans serif fonts with a classic look that work well electronically, scale easily, and should be used as headline fonts. Sabon is a simple, elegant serif font that provides a good contrast to Univers and is used for body copy. Do not use Sabon SC Oldstyle numbers. Both fonts are readily available from Adobe in PC and Mac formats. The Mac and PC fonts can be located on our internal web site at wwwin.cisco.com/Mkt/ corpid/fonts.html. Mac and PC fonts can be obtained internally through the NT Server at CISCO_MAIN/ MAIN_INFO&SVC/WORKGROUPS/CORP ID DESIGN/ PUBLISHED/MAC_FONTS or PC_FONTS. Technical documentation and presentations will continue to use Times, Courier, and Helvetica. Sabon Regular Sabon Italic Sabon Bold Sabon Bold Italic Serif Sabon Small Caps Univers Light Univers Light Oblique Sans Serif Univers Regular Univers Oblique Univers Bold Univers Bold Oblique Univers Black Univers Black Oblique Univers Extra Black Univers Extra Black Oblique Univers Condensed Light Univers Condensed Light Oblique Univers Condensed Regular Univers Condensed Oblique Univers Condensed Bold Univers Condensed Bold Oblique Univers Ultra Condensed Regular Univers Ultra Condensed Light Univers Ultra Condensed Thin TO DOWNLOADS A ltho ugh so me t i me s sub t le , t h e co n s i s t e n t u s e o f t h e sam e t yp e faces a llow s ou r GO!
  45. 45. 73.0946 Graphic System 7/2/98 2:46 PM Page 8 C i sc o Typography The following are the Cisco Systems typefaces demonstrating their appearance in a variety Sabon Regular Univers Light Univers Black Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Sabon Italic Univers Light Oblique Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Sabon Bold Univers Regular Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Sabon Bold Italic Univers Oblique Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Sabon Small Caps Univers Bold Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Univers Bold Oblique Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Univers Black Oblique Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Univers Extra Black Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Univers Extra Black Oblique Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Univers Condensed Regular Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Univers Condensed Oblique Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Univers Condensed Bold Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Univers Condensed Bold Oblique Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Univers Ultra Condensed Regular Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Univers Ultra Condensed Light Univers Condensed Light Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Univers Condensed Light Oblique Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Univers Ultra Condensed Thin Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. TO DOWNLOADS of uses. All typefaces used should match these examples. GO!
  46. 46. 73.0946 Graphic System 7/2/98 2:50 PM Page 9 C i sc o Illustration S ystem C i s c o Sys t e m s h as a g r a p h i c sys t e m bas e d o n i l l u s t r at i o n s t h at a r e d e s i g n e d to b e shown in the illustrations are created so as not to depict particular races or cultures, and the environments are universal, ranging from small offices to large corporate enterprises. The perspectives are dynamic, extreme, and powerful, displaying as much dimension and interest as possible. Ample white space is used to enhance the overall effect of the illustrations. The illustration system is based on large, “billboard” designs that depict a networking environment specific to a market solution. Each billboard is then sectioned into smaller illustrations or “vignettes” to be used throughout the promotional materials. Spot illustrations, or portions of vignettes, can also be used. The billboard illustrations typically are not used independently except in large trade show booth applications. Graphic patterns and elements are also available to create additional interest and integrate with the illustrations. The illustration library can be viewed within the Cisco Corporate Identity Web site at wwwin.cisco.com/ Mkt/corpid/resource.html. Billboard A billboard is a complete, actionoriented illustration for a particular product, initiative, or market. Billboards contain multiple metaphors representing parts of a given solution. Each is created as one complex composition and is not meant to be used as a whole. Any area may be cropped out to use as a basis for a vignette. New billboards can be requested through Corporate Identity Design Services. Note that some illustrations have been developed specifically for certain applications or organizations. The Corporate Identity archivist can deliver illustrations to you on removable media. In addition, Corporate Identity Design Services can create custom illustrations upon request. Please remember to use the color palette consistently by selecting the correct spot colors by market solution or vertical industry that integrate with the illustration. All illustrations can be reproduced as duotones per specifications outlined later in this guide. TO DOWNLOADS “world ready”—that is, easily used by all the geographic regions we serve. The characters GO!
  47. 47. 73.0946 Graphic System 7/2/98 2:54 PM Page 10 C i sc o Illustration S ystem Vignettes are used for covers and interiors. They can be started from small portions of billboards that metaphorically represent part of our business, programs, or products. They can also be created independently if necessary. TO DOWNLOADS Vignette GO! Spot Illustration Spot illustrations are detailed portions of the vignettes or billboards, selected by the designer, that are cropped into shapes appropriate to the layout approximately 1 to 11⁄ 4" in diameter. Spots may be selected from vignettes used in the project, or they may be selected from any of the open artwork vignettes or billboards. Graphic Element Graphic elements are used to embellish the concept of a product, solution, or market and are nonspecific. They should accent but never overpower the vignette. They consist of EPS files of simple shapes and should be screened to 3 percent black. New graphic elements may be requested through Corporate Identity Design Services at any time. Graphic Pattern Graphic patterns are also available to create additional interest and integrate with the illustrations.
  48. 48. 73.0946 Graphic System 7/2/98 2:54 PM Page 11 Th e Cisco G raphic Elem en ts • Custom for each piece • Prints 3 percent black • Element should be overlapped by the vignettes TO DOWNLOADS • The purpose of these elements is to complement the illustrations, not to overpower them. • Available from Corporate Identity Archives at: wwwin.cisco.com/Mkt/corpid/elements.html GO! 01pyrmd.eps 02brfcse.eps 03switch.eps 04arrows 05entrps.eps 06srv prov.eps 07builds.eps 08gear.eps 08gear.eps 09globe.eps 10lnkbld.eps 11wkstn.eps 12xarrws.eps 13cnsltts.eps 14smbiz.eps 15phone.eps
  49. 49. 73.0946 Graphic System 7/2/98 2:58 PM Page 12 P h o t ograp hy S tyle and Lib r ar y Cisco’s photography system uses traditional photography coupled with digital processes the artistry of the product’s design. Camera angle, positioning, and lighting combine to achieve the final effect. Standard Product Photography All Cisco products are photographed in color from three standard angles: at three-quarter angle to the front of the unit, straight on to the front panel, and straight on to the back panel. It is typical to show a portion of the top of the product to better indicate the shape and depth. Products taller than eye level, however, do not necessarily show the top. Cisco product photography is currently available in low-resolution electronic files, 2"x 3" (50 mm x 75 mm) at 150 dpi; as hard-copy photographs, 4"x 5" (101 mm x 127 mm) transparencies; and as 35-mm slides. Request product photography through the Corporate Identity archivist. Low-resolution scans can be delivered via e-mail (electronic files). Hard copy is delivered via express mail. Turnaround time is 72 hours plus shipping time. Images are available either on a CD or via the internal web. The CDs contain product images in three formats: low-resolution GIF for the Web, medium-resolution JPG for insertion into applications like PowerPoint, and high-resolution EPS for print. To view a product photo on our web site, go to: wwwin.cisco.com/Mkt/corpid/resource.html. To order CDs, go to Cisco MarketPlace. Log into CCO at www.cisco.com/. Select “Products and Ordering,” then go to Cisco MarketPlace, Order for the company, Brochures and Documentation Center, Brocdrom. Photography for Collateral (Level 1 Collateral) Level 1 collateral uses Cisco standard photography that has been digitally manipulated. Standard photography shot at a three-quarter view is scanned in at high resolution, creating a digital file. The product image is outlined using Adobe Photoshop, then dropped out of the existing background and placed on a new background, typically created from a piece of a vignette that has been enlarged and lightened. The area of the background image that is under and in front of the product is skewed to create a “surface” effect that the product appears to be sitting on. Finally, a drop shadow of the product is created manually. These photographs are not generally available, but may be requested for approved usage through Corporate Identity. TO DOWNLOADS to create contemporary effects. Products are photographed from an angle to showcase GO!
  50. 50. 73.0946 Graphic System 7/2/98 2:58 PM Page 13 P h o t ograp hy S tyle and Lib r ar y For Level 2 collateral, the standard photography is brought into Photoshop and a duotone is created using the black and PMS color of that piece. Curves for the duotone are typically straight lines; 0-100 for the black plate, 0-40 for the PMS color plate. The edge vignettes, rather than having a hard edge. TO DOWNLOADS Photography for Collateral (Level 2 Collateral) GO! Photography for Public Relations The style of photography used in publications changes more frequently than standard photography because of the changing needs of publications and publishers. It is, therefore, an evolving style. For details about the current style of PR photography, please contact the Corporate Identity archivist. Photography for Presentations and the Web Standard photography is available at low resolution for presentations and the Web. Photography, may be requested through the Corporate Identity archivist. How to Schedule a Photo Shoot Product photography can be initiated by contacting the Marketing Program Manager, Photography in Cisco Corporate Identity. The manager will ask you to fill out a Photo Shoot Request form and a Shot List and will schedule time with an outside photo studio. Please allow a lead time of at least seven to ten working days for the photo shoot. There may be certain exceptions depending on timing, location, and availability.
  51. 51. 73.0946 Graphic System 7/2/98 2:58 PM Page 14 Icons T h e Cisco Icon Library Icons for designing network diagrams used in collateral, white papers, data sheets, a wide selection of icons to represent everything from routers and switches to concepts such as telecommuting and data transfer. The library contains grayscale versions of each icon that can be translated into color, single color, or black and white. For any four-color printing, the spot color designated for the market solution can be used as well as colors from the corporate palette. When working with four-color printing, be sure you convert to CMYK before going to print. Single-color icons are preferred in two-color work, while grayscale is used in black and white materials only. The black and white icons are used primarily in documentation and on the web. All icons are Adobe Illustrator EPS files. The library also contains GIF file icons for PC and many UNIX applications. Please follow these guidelines: Color Access Server Mobile User Single Color Access Server Mobile User Manufacturer Workstation Manufacturer Workstation Manufacturer Workstation Grayscale • Icons should not be manipulated, resized, or redrawn except for brackets, clouds, and FDDI rings, which may be scaled proportionally. • All lines connecting icons (representing serial, Ethernet, direct communication, and so forth) should be .4-point lines. • Illustrated “pipes” denoting bandwidth of packets can take on a variety of attributes to be determined by the diagram designer. • When using black and white icons, the connecting line should be placed at the front of the icon to make it appear connected. Be sure that the line does not interfere with elements of the icon itself or with text inside the icon. Icons can be downloaded from wwwin.cisco.com/ Mkt/corpid/icons.html. Access Server Mobile User Black and White Access Server Mobile User Manufacturer TO DOWNLOADS presentations, and other materials are also available from Corporate Identity. There is Workstation GO!
  52. 52. 73.0946 Graphic System 7/2/98 2:58 PM Page 15 We b B an n er and Electronic Us es To better establish our identity on the Internet and World Wide Web, we’ve designed standards, there is plenty of room for creative solutions to make exciting web pages. You should be particularly careful with color and logo treatment, because they can change when going from print to the web. To keep logo colors consistent and clean on the web, please use a properly mapped GIF file. If mapped GIF files are not used, the bridge “tines” will not be clear, and the colors will not appear in the proper Netscape palette. All banners and web pages should be 504 pixels wide for both internal and external use. The internal web is available only to those who have access to Cisco networks, while the external web can be accessed by anyone with the proper equipment. Internal web graphic guidelines are available at wwwin.cisco.com/Mkt/CorpComm/Webdesign.html. All external web designers should first contact Corporate Identity for art direction and further guidelines. TO DOWNLOADS templates to lend a recognizable look to all our web designs. Within the template GO!
  53. 53. 73.0946 Graphic System 7/2/98 2:59 PM Page 16 M o d ifying Illustrations for Web Site Us e Vignettes and spot illustrations must be modified for use on the web; otherwise, they After selecting your desired illustrations, contact Corporate Identity to help guide you in the process of making the image web-ready. When this process is complete, you can use this new version for all web sites. Please keep in mind that visual shifts often occur between a PC platform and a Macintosh platform, and an illustration’s appearance will vary depending on the monitor that is used. TO DOWNLOADS will not render properly. GO! wwwin.cisco Spot Illustration A spot illustration as it appears in print, created in Photoshop. Web Illustration The same spot illustration, re-rendered using the Netscape palette of 256 colors.
  54. 54. 73.0946 Graphic System 7/2/98 3:01 PM Page 17 P re sentatio n s and Multim edia Templates We have created a variety of presentation templates for your use, whether you are in a our guidelines carefully, your audience will know they’re viewing a presentation from Cisco. Simple rules, such as using graphics and illustrations rather than text, allow the au d i e n c e to f o c u s o n t h e s p e e c h . To o m u c h t e x t c a n b e d i s t r a c t i n g . Th e r e a r e t wo templates, each optimized for the type and size of your intended audience. The presentation templates can be found at wwwin.cisco.com/Mkt/cc/corp/mkt/fat/mktt/x29.htm. TO DOWNLOADS small conference room or a large auditorium with thousands of people. If you follow GO! Corporate Templates The following are standard company templates. Lasers and Color Viewgraphs Computer Projection and 35 mm Slides
  55. 55. 73.0946 Graphic System 7/2/98 3:03 PM Page 18 P re sen tatio n s and Multim edia Templates Lasers and Color Viewgraphs These templates are for seminar and keynote speakers at large events only. Computer Projection and 35 mm Slides Templates TO DOWNLOADS Special Events and Seminar Templates GO!
  56. 56. 73.0946 Graphic System 7/2/98 3:03 PM Page 19 C i sc o Video P roduction In an effort to maintain Cisco Systems’ video production standards, Corporate Identity has Corporate Identity early in your planning stages to best take advantage of these resources. The following key services are available: Opening and Closing Video Segments A Cisco logo animation has been created as a standard introduction or closing for any video production. This animation runs approximately 10 seconds and is available in any format. It cannot be altered. Translation With Cisco customers and partners located throughout the world, we provide a translation service that can dub your videotape into many languages. For a list of the languages currently supported, call Corporate Identity. Sound Facility Production Facilities The key vendors we have selected have full-service capabilities to produce videos within the United States. Our vendors have sound stages, nonlinear edit suites, online edit suites, uplink transmission services, and full staffs offering complete services from pre- to post-production. In the event our primary vendors cannot satisfy your requirements, we maintain a list of alternatives. We have access to a sound stage facility for digital recording of voice-over talent, custom music, or sound effects. Duplication Services With the growing need for video duplication, we have set up a production house for all duplication requests. Normal turnaround is 48 hours. Video Library Cisco TV Formats A television template created in PowerPoint, along with TV-safe colors, guidelines, and icons, is available for your use. Talent We have established a “voice of Cisco” for productions that require on-screen or voice-over talent. Contact Corporate Identity for more information. Freelance We have an extensive list of freelance producers, writers, directors, camera operators, and production crews. We have set up a video library for viewing and researching video clips. Note: The above list is only a sampling of Corporate Identity’s ability to help you with your video productions. If you require a service not listed here, please contact the Presentations group within Corporate Identity. Example of CPN Video Donut TO DOWNLOADS several key vendors in place to standardize and facilitate your productions. Please contact GO!
  57. 57. 73.0946 Stationery 7/2/98 2:29 PM Page 1 L e t t e rhead, E n velop es, and Bus ines s Car ds Stationery First impressions last. hand or a letter received by a potential customer. Wherever you are located around the world, please use our corporate standards for letterhead, business cards, and envelopes. Be sure you maintain the color and logo standards depicted elsewhere in this guide when creating stationery for your office. 2.06" .38 Business Card .92" .23" .4" Jane Doe Regional Manager NSP Central Region .52" See right for emboss area Cisco Systems, Inc. 170 West Tasman Drive San Jose, CA 95134-1706 Direct: 408 526-4100 Fax: 408 526-4000 Pager: 800 526-4200 jdoe@cisco.com www.cisco.com ISO 9001 .31" REGISTERED .17" This hang line will vary according to depth of type Size: Title Format: Font: Paper Stock: Emboss Area Type will always align with bottom Use of the ISO 9001 logo on our business cards confirms that Cisco Systems has received ISO 9001 registration. ISO 9000 is the most widely recognized quality standard worldwide and is a very effective global marketing tool. ISO 9001 registration allows Cisco to broaden its appeal to users and meet the everincreasing quality demands of today’s marketplace. Standard Envelope Size: Font: Paper Stock: .60" .90" 9.5" wide x 4.15" high Company Name, Sabon Bold Address, Sabon Roman 8.5 points/9.5 leading, flush left Neenah Paper, Environment, Writing, White Wove, 24# recycled .26" .65" .51" 3.5" wide x 2" high Title, Department Sabon, 8.5 points/10 leading , flush left Sig-Nature Dull, White, 100# recycled cover Placement of 1.15" wide x .65" high; emboss is .3" from left edge and .15" from top edge. Keyline does not print. Two-sided cards do not emboss. .81" Cisco Systems, Inc. 170 West Tasman Drive San Jose, CA 95134-1706 Samples shown are not actual sizes. TO DOWNLOADS Cisco’s corporate identity is often first established with a business card placed in someone's GO!
  58. 58. 73.0946 Stationery 7/2/98 2:29 PM Page 2 L e t t e rhead, E n velo p es, and Bus ines s Car ds Paper Size: Font: Paper Stock: 1.9" 6.53" .87" 8.5" wide x 11" high Company Name, Sabon Bold Address, Sabon Roman 8.5 points/10 leading, flush left Neenah Paper, Environment, Writing, White Wove, 24# recycled 1" .87" 1" Cisco Systems, Inc. 170 West Tasman Drive San Jose, CA 95134-1706 Phone: 408 526-4000 Fax: 408 526-4100 www.cisco.com .56" Sample shown is not actual size. TO DOWNLOADS Letterhead GO!
  59. 59. 73.0946 Stationery 7/2/98 2:29 PM Page 3 It is essential that you always use the correct legal signature. For legal and tax purposes, it is important that all international Cisco locations use their corresponding local Cisco entity legal names and signatures on all stationery, business cards, and signs displayed at international office sites. For example, in the U.K., the correct corporate legal name/signature is “Cisco Systems Limited.” If you are unsure of your local Cisco entity’s legal name/signature, please contact Heidi Stinson in Cisco’s Corporate Legal department at San Jose headquarters. Letterhead Paper Size: Font: Paper Stock: 159.6mm 19.1mm 210 mm x 297 mm Company Name, Sabon Bold Address, Sabon Roman 8.5 points/9.5 leading, flush left Neenah Paper, Environment, Writing, White Wove, 24# recycled GO! 30.6mm 21.7mm 27mm Cisco Systems Ltd. 3 The Square Stockley Park, Uxbridge Middlesex UB11 1BN Tel: +44 (0) 181 756 8000 Fax: +44 (0) 181 756 8099 17.1mm Sample shown is not actual size. TO DOWNLOADS Le t t e rhead, E n velop es, and Bus ines s Car ds A4
  60. 60. 73.0946 Stationery 7/2/98 2:29 PM Page 4 A4 52.5mm 9.8mm Business Card 23.5mm 6mm 10mm Jane Doe Regional Manager 13.2mm Cisco Systems Ltd. 3 The Square Stockley Park, Uxbridge Middlesex UB11 1BN Tel: +44 (0) 181 756 8000 Fax: +44 (0) 181 756 8099 Pager: 800 526-4200 jdoe@cisco.com www.cisco.com See right for emboss area ISO 9001 REGISTERED 4.4mm This hang line will vary according to depth of type Size: Title Format: Font: Paper Stock: Emboss Area: 89 mm wide x 51 mm high Title, Department Sabon, 8.5 points/10 leading, flush left Sig-Nature Dull, White, 100# recycled cover Placement of 29 mm wide x 17 mm high; emboss is 7 mm from left edge and 3 mm from top edge. Keyline does not print. Two-sided cards do not have emboss. Type will always align with bottom TO DOWNLOADS L e t t e rhead, E n velo p es, and Bus ines s Car ds A4 GO! A4 Envelope Size: Font: Paper Stock: 15.6 mm 23.1 mm 6.4 mm 15 mm 13.1 mm 220 mm x 110 mm Company Name, Sabon Bold Address, Sabon Roman 8.5 points/9.5 leading, flush left Neenah Paper, Environment, Writing, White Wove, 24# recycled 19.4 mm Cisco Systems Ltd. 3 The Square Stockley Park, Uxbridge Middlesex UB11 1BN Samples shown are not actual sizes.
  61. 61. 73.0946 Collateral 7/6/98 9:21 AM Page 1 S a l e s Collateral System Th e C i s c o c o l l at e r a l sys t e m c o n s o l i dat e s o u r sa l e s c o l l at e r a l d o c u m e n t s i n to a customers. It defines content guidelines for print and web sales collateral to ensure that each document fits into the overall identity program. This system serves as a guide for content development managers to use in driving content development and producing collateral for maximum effectiveness in each medium. Level 1 The overall consistency of Cisco Systems collateral materials is defined by graphic standards. It is important to follow the templates to maintain our design integrity. When designing or producing a brochure, fact sheet, customer profile, or any other piece of collateral or packaging, keep the following guidelines in mind: • Allow for plenty of white space in your materials. Level 1 Sales Collateral Brochure with Pocket: Market Solutions Enterprise Service Provider Small and Medium Business Brochures: Business Solution Product Line Overview Program Overview Service Overview Folder: Corporate CD-ROMs: CD Package CD Sleeve CD Face • Include sidebar elements and be sure they coincide with the correct palette for the market solution connected with them. • Use a two-grid system consisting of two equal text block columns parallel to each other. • Be consistent and correct in your use of Cisco illustrations. Corporate Identity maintains a library with illustrations for every market solution initiative. Level 2 • If a template exists for your project, use it. If one is not currently available, ask Corporate Identity to provide guidance so your project maintains consistency. Packaging: Product Package Level 2 Sales Collateral The sales collateral system has three levels. Level 1 collateral is targeted at high-level decision makers and is primarily nontechnical. Level 2 is aimed at technical decision makers and contains a greater degree of technical content. The third level is for our direct and indirect sales force and employees to communicate new or changed information about Cisco’s products, programs, solutions, or services. Collateral is primarily accessed electronically via Cisco’s web site and the Sales Tools CD-ROM. You can review the entire collateral system at wwwin.cisco.com/Mkt/ccon/cd/process/ 1/collateral_system.pdf. Data Sheets: Product (electronic only with exception of fulfillment) Fact Sheets: • If you need further clarification, search the listed web sites or e-mail or call Corporate Identity. Business Solution Program Service Profiles: Customer Industry Reports: Business Case Statement of Direction Level 3 Sales Collateral Electronic Documents TO DOWNLOADS manageable, cost-effective, and understandable system for our clients, partners, and GO!
  62. 62. 73.0946 Collateral 7/6/98 9:21 AM Page 2 I m p o r t a n t M i s c e l l a n y for Designers This information is critical for following the standards contained in this guide and General Figure and Table Titles For web, fax, or black and white transmissions, delete all screen tints. All network diagrams and screen shots that are in grayscale or color must be created in solid black and white (no screens). Vignettes should only be reduced from their original sizes, not enlarged, or you will lose resolution. Figure Title is used for any diagram, screen, or product shot. Table Title is used for tables or charts. Both are Univers Condensed Light, 7.5/9, flush left. Type aligns with either the column or the illustration. Top rule is .25 point and aligns with columns; rule bleeds off page or butts into gutter. Side rule is 1 point; length varies with length of text. Text is positioned 6 points in from rules and can print black or color; it should remain consistent throughout the document. (Different titles are necessary for FrameMaker docs.) Comping Notes For Fierys, bump up screen tints from 3 percent to 17 or 20 percent. SubTitle and Emphasis Medium Heads These head styles are used throughout the collateral system. SubTitle (Univers Condensed Bold) is used for main points. The Emphasis Medium (Sabon Italic) heads can either precede or follow. Creating Graphics Duotones: Use Photoshop curves PMS 0 = 0 and 100% = 40.6%. (These figures may have to be slightly adjusted; however, the overall Duotone look is almost black and white. The PMS should be subtle.) If using a full-color original, you may have to adjust brightness and contrast in areas. To feather edges of four-color graphics in Photoshop, select area to fade out with marquis. Under “Select” in the menu bar, choose “Feather. ” Set 30 to 40 pixels. Under “Select” in the menu bar, choose “Inverse,” make foreground color “White,” then press Option/delete (you may need to press Option/delete more than once for a clean fadeout). Marketing Icons Available from Corporate Identity or wwwin.cisco. com/Mkt/corpid/icons.html. Do not resize icons (only clouds; keep consistent rule weight). Icons are grayscale or PMS tints. Rules are .4 point. Type is Univers Condensed Light, 7/8, upper- and lowercase. Heads are Univers Condensed Bold, 7/8, upper- and lowercase. Spot Color, Four-Color Process, and SuperBlack When on press, match coated PMS for coated stocks and uncoated PMS for uncoated stocks. Market Solution Spot Color Four-Color Process Service Provider PMS 221 U/C 100M, 18.5Y, 34K Enterprise PMS 2593 U/C 79C, 100M Small/Medium Business PMS 568 U/C 83C, 56Y, 38K IBM PMS 660 U/C 91C, 60M, Government PMS 554 U/C 87C, 60Y, 65K Education PMS 3015 U/C 100C, 23.5M, 18.5K Corporate Palette PMS 187 U/C 91M, 72Y, 23.5K PMS 3035 U/C 100C, 8.5Y, 65K PMS 124 U/C 27.5M, 100Y, 6K PMS Cool Gray 2 11.5K Always use SuperBlack, 40C, 100K, on solid black areas and thick rules (4 point and 8 point) whenever printing four-color process. This makes a richer, darker black. Numbers Do not use Sabon SC numbers (oldstyle). TO DOWNLOADS will help you in preparing comps and projects for print. GO!
  63. 63. 7/6/98 9:21 AM Page 3 C i s c o Paper Specifications Specifications 73.0946 Collateral Technical Documentation Covers Primary: Warren Lustro Dull, 100# Text (recycled) Secondary: Potlatch Vintage Remarque Velvet 100# Text. Used for Fact Sheets, Business Cases, Statements of Direction, Customer Profiles, Industry Profiles, insides of saddle-stitched brochures. Springhill Incentive, C1S, 10 point (#2 quality sheet) (recycled). Covers Primary: Gilbert Esse, White, 80# Cover Smooth (recycled). Secondary: Mohawk Navajo 80# Cover. Used for Brochure Covers, Invitations, four- to six-page Brochures. CD Holders/Folders Cisco and the Environment Cisco is committed to the environment and to the preservation of our natural resources. We encourage you to design products that can be reused by selecting recycled and recyclable materials. Reduce ink usage through less color coverage and thinner applications. Consider using organic, pigment-based inks and avoid colors with toxic metals. Don’t use plastic coatings, foil stamping, plastic windows for envelopes, or synthetic glues and adhesives. When using recycled paper, use the “Recycled” symbols to promote recycling. Primary: Gilbert Esse, White, 110# Cover Smooth (recycled) or C1S, printed on uncoated side Secondary: Mohawk Navajo 130# double-thick Cover. Used for Folders, CD Holders, and Brochure Covers; all have pockets. Paper TO DOWNLOADS Text GO!
  64. 64. 73.0946 Collateral 7/6/98 9:22 AM Page 4 Basics Access: Audience: Content: Colors: Stock: Application: Public High-Level Decision Makers Nontechnical Four-color process plus overall matte varnish Gilbert Esse, White, 80# Cover Smooth (recycled) (see Basic Specs for alternative) Quark or Adobe Illustrator Vignette, heads and logo all center from this point left to right. .5" 4" 4" Cisco Solutions .375" Sidebar: Univers Black, initial caps, 9 pt, track 37, hangs .375" from top. Type reads from bottom to top. Content: refer to “Naming Conventions” section. Black bar and first color bar fluctuate length depending on length of title. Black bar prints superblack (40c, 100k); color bars print four-color process or spot PMS if available. Either of lower bars can be color of market solution. Delete middle section if it becomes shorter than lower (centered) section because of length of text. Graphic Element: Custom for each piece, 3% black. The element is to be overlapped by the vignette. The purpose of this element is to complement the illustration, not to overpower it. .375" Vignette: Four-color process illustration with 8-pt superblack (40C, 100K) border (can be any simple shape). Centers left to right from 4-pt rule to page edge. Vignette centers visually top to bottom, keeping slightly higher than actual center. Always centers vertically .75" high by .5" wide to center of 4-pt superblack rule (centered section) 5.5" C i s c o Sys t e m s S o l u t i o n s for the Enterprise Front Cover Title: Sabon Roman SC, 24/28, Track 30 (can adjust size/tracking smaller proportionately depending on length of title). The Network of the Future—Today Graphic Pattern: Represents in/out flow of information. This pattern always bleeds from center of solution color on page left, continuing behind illustrations and graphic element, and bleeds off the right page edge. Prints 3% black. Naming: See “Naming Conventions. ” Title: Sabon Roman SC, 12/30, Track 10, initial caps .25" Naming: See “Naming Conventions. ” Cover .5" 3.25" .5" 3.25" .5" .5" Logo: Four-color process or black, depending on colors available. The logo sits .25" from bottom of page and is .75" wide. Bar and 4-pt rules black, or superblack if printing four-color process. Bars should wrap from front cover. No text on back cover. Logo: size is .75" wide and prints black. Centered in 8" space. First Tagline: Sabon Bold, 7.5/11 Second Tagline: Univers Condensed Bold, 8/11, Track 40 Corporate Headquarters Cisco Systems, Inc. 170 West Tasman Drive San Jose, CA 95134-1706 USA World Wide Web URL: http://www.cisco.com Tel: 408 526-4000 800 553-NETS (6387) Fax: 408 526-4100 European Headquarters Cisco Systems Europe s.a.r.l. Parc Evolic-Batiment L1/L2 16, Avenue du Quebec BP 706-Villebon 91961 Courtaboeuf Cedex France Tel: 33 1 6918 61 00 Fax: 33 1 6928 83 26 Americas Headquarters Cisco Systems, Inc. 170 West Tasman Drive San Jose, CA 95134-1706 USA Tel: 408 526-7660 Fax: 408 526-4646 Asia Headquarters Nihon Cisco Systems K.K. Fuji Building 3-2-3 Marunouchi Chiyoda-ku, Tokyo 100 Japan Tel: 81 3 5219 6000 Fax: 81 3 5219 6010 Cisco Systems has more than 190 offices in the following countries. Addresses, phone numbers, and fax numbers are listed on the Cisco Connection Online Web site at http://www.cisco.com. Countries: Sabon, 7.5/10, justified. Bullets: Sabon, 5-pt baseline shifted, .42 pt. Argentina • Australia • Austria • Belgium • Brazil • Canada • Chile • China (PRC) • Colombia • Costa Rica • Czech Republic • Denmark Finland • France • Germany • Hong Kong • Hungary • India • Indonesia • Ireland • Israel • Italy • Japan • Korea • Malaysia • Mexico The Netherlands • New Zealand • Norway • Philippines • Poland • Portugal • Russia • Singapore • South Africa • Spain • Sweden • Switzerland Taiwan, ROC • Thailand • United Arab Emirates • United Kingdom • Venezuela Copyright © 1997 Cisco Systems, Inc. All rights reserved. Printed in USA. Cisco Systemsis a trademarks; LightStream, MultiNet, MultiWare, OptiClass, Personal Ethernet, Phase/IP, RPS, StrataCom, TGV, the TGV logo, and UniverCD are registered trademarks of Cisco Systems, Inc. All other trademarks, service marks, registered trademarks, or registered service marks mentioned in this document are the property of their respective owners. Lit # XXXXXX 12/96 M .375" from bottom edge of page Back Cover Copyright: Sabon, 5.5/6.5, justified, space before .111”. This copy, trademark list, Lit #, printer code, and date will be unique for each document. Vendors have boilerplate containing all trademarks; editors will indicate which ones to include per document. Four-column text box AddressHead: Sabon Bold, 7.5/8 AddressBody: Sabon, 7.5/8 TO DOWNLOADS T h e C i s c o Basic 8.5 x 11 Cover/Back Cover Level 1 GO!
  65. 65. 73.0946 Collateral 7/6/98 9:22 AM Page 5 Basics .75" .75" 7" 3.25" .5" .75" .75" 3.25" .75" .75" 7" 3.25" .5" .75" 3.25" .25".5" .375" .75" 1.5" Minimum subtitle hang line Minimum text hang line TO DOWNLOADS T h e C i s c o Basic Grid (All Levels) GO! 5.5" 11" 1" .375" Typical Left-Hand Page Typical Right-Hand Page
  66. 66. 73.0946 Collateral 7/6/98 9:22 AM Page 6 N a m i n g C o n v e n t i o n s Sales Collateral Level 1 Head Subhead BROCHURES Business Solution Cisco Solutions Type of Solution (Product Type, Service, and/or End-User Requirement + Solutions) for example, Dialup Access Solutions for the Enterprise, Support Solutions for Small and Medium Businesses, Internet Solutions for Service Providers [Sabon Roman SC] Optional: Further clarification of the Solution [Sabon Roman SC] Programs Cisco Programs Cisco Systems + Program Name (for example, Cisco Systems SMARTinstall Program) or Program Name (for long line-length considerations) [Sabon Roman SC] Optional: Further clarification of content of program(s) (for example, Comprehensive installation for internetworking products) [Sabon Roman SC] Services Cisco Support Solutions Cisco Systems + Service Topic (for example, Cisco Systems Enterprise Support Solutions) or Service Topic (for long linelength considerations) [Sabon Roman SC] Optional: Further clarification of content of service(s) (such as Cisco Certified Service—The Network Works. No Excuses.) [Sabon Roman SC] Product Line Overview (PLB) Product Line Overview Product Line Name (for example, The BPX Service Node) [Sabon Roman SC] Further clarification of what the product line offers (such as Building the World’s Most Efficient and Scalable ATM Networks) [Sabon Roman SC] Market Solutions Brochure with Pocket Cisco Solutions Preferred: Cisco Systems + Market + Solutions (for example, Cisco Systems Enterprise Solutions). Second Choice: Cisco Systems + Solutions for the Market (such as Cisco Systems Solutions for the Enterprise) [Sabon Roman SC] Further clarification of solutions-focused strategy (for example, The Network of the Future—Today) [Sabon Roman SC] No sidebar text Cisco Systems [Sabon Roman SC] No subhead or slogan (to extend longevity of folder) FOLDER Corporate Folder TO DOWNLOADS Sidebar GO!

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