Cisco standards manual

Table of
Contents
TableofContents
Table of Contents
Introduction
Positioning
Logos, Branding, and Merchandising
Graphic System
Stationery System
Sales Collateral System
Level 1 Sales Collateral
Industrial Design
Channel Communications
Trade Shows, Events, and Seminars
Advertising and Direct Marketing
Contact Information
toc 7/7/98 11:11 AM Page 1

Introduction
Creative Standards Introduction
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
A compelling corporate identity that expresses our personality and leadership
position in the marketplace is important to Cisco Systems. As the networking industry
becomes even more competitive, the need to establish a strong, global presence is
increasingly apparent.
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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 con-
cerns, 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 con-
necting 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 micro-
processor, 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 suc-
cinct 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 net-
working 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.
Cisco Positioning Statement
Positioning is how our company is viewed by others in our target marketplace. While we
have goals for positioning ourselves, ultimately our position is what others think and
say about us. We can, however, greatly influence how we are positioned by communicating
to our external audiences in a clear and consistent way.
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• 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, cumber-
some 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 subse-
quent references.
The Cisco Systems Corporate Style Guide con-
tains 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.
Cisco Voice and Tone
An approachable, straightforward, and confident tone best describes the personality
we want to express about Cisco Systems. Following these writing suggestions will help
you achieve this goal:
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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 applica-
tions 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 Cisco Corporate Tag Line
Cisco believes that the Internet is fundamentally changing the way people work, live, play,
and learn. To communicate this vision, Cisco is strengthening and evolving its corporate
branding efforts, with a new corporate tag line, “Empowering the Internet Generationsm
. ”
Tag Line
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
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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:
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 appear-
ance. 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.
With logo:
Without logo:
.5x
.5x
1x
.187x
.3x
.5x
.125x
.5x .5x
Cisco Corporate Tag Line Staging
Cisco Systems wants to use its new corporate tag line, “Empowering the Internet
Generation,” in all of its marketing communications efforts. We’ve designed the tag line
to be used both with the logo and by itself, providing maximum flexibility in our
efforts to use it frequently.
.5x
.187x
.5x .5x .5x
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Logo
Color
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.
Logotype
Boxed bridge
element
Tines
Registration
symbol
The Cisco Systems Logo
Color Palette PMS 3035
PMS 187
100C, 0M, 8.5Y, 65K
0C, 91M, 72Y, 23.5K
Spot Color Four-color Process
The Cisco Systems logo is our signature to the world and must not be compromised.
It is integral to our worldwide corporate identity.
PMS Cool
Gray 2
0C, 0M, 0Y, 11.5K
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Logo
Usage
Correct uses of the logo are shown below, along with various incorrect uses. Use the
logo according to the standards.
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Logo
Standards
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.
Logo Trademarks
The Cisco Systems logo is a registered trademark
and always appears with a ®.
.75"
.5x
.5x
1x
.5x
.5x 2.625x .5x
Cisco Systems Logo Staging
Cisco’s logo must be staged as illustrated below, where x represents any measured
increment that keeps the overall logo size at .75"(19 mm) wide or greater. Note that .5x is
the minimum amount of clear space that can surround the logo and logotype.
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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.
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.
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.
Logotype
Boxed bridge
element
Tines
Registration
symbol
Merchandising Guidelines
Jackets, pens, hats, T-shirts, sweatshirts, cups, and plaques all spell recognition and
reward. Whether you wear these items on a shopping trip, while gardening, or when
attending a barbecue; or take notes with a Cisco pen in a meeting; or hit Cisco golf balls
on the golf course, you are building recognition and equity in the company. For
this reason, it is important that you always use the Cisco Systems logo correctly and
prominently on your merchandising items.
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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.
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.
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.
.5x
.5x
1x
.5x .5x .5x
C I S C O D E S K A C C E S S O R I E S
w w w . c i s c o . c o m / g i f t
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T-shirt, front
T-shirt, back
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For certified partners of Cisco products and services,
marks have been created for the following certifica-
tions: 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 rela-
tion to the boxed bridge element. Do not animate,
morph, or otherwise distort its perspective or
two-dimensional appearance.
Cisco Reseller and Certified Partner Marks
Logotype
Boxed bridge
Tines
Partner/certification typeR e s e l l e r
Cisco Systems licenses the use of specially designed marks to its resellers and certified
partners when they are acting on behalf of Cisco. The marks are based on the
Cisco Systems signature with an additional program descriptor underneath the bridge as
illustrated on this page.
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Logo
Usage
Correct uses of the marks are shown below, along with various incorrect uses. Use the
marks according to the standards.
Cisco Reseller and Certified Partner Marks Correct and Incorrect Usage
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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 sepa-
rated 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.
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 ®.
.5x 2.625x .5x
.5x
.5x
.5x
1x
.386x
.3x
.125x
Cisco Reseller and Certified Partner marks must be staged as illustrated below, where x
represents any measured increment that keeps the overall mark size at .75" (19 mm) wide
or greater. Note that .5x 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.
Cisco Reseller and Certified Partner Marks Staging
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Where to Use the Reseller/Certified
Partner marks
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 collat-
eral 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.
Cisco Reseller and Certified Partner Marks Placement
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Cisco Global Support Program
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 effec-
tively gain access to sophisticated service and support
and enables global partners to gain the greatest level
of operational efficiencies, thereby signiﬁcantly low-
ering 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 informa-
tion, please contact the Channel Development
Program group.
Nihon Channel Program (Japan only)
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 quali-
fy. Please contact the Worldwide Training organiza-
tion for additional information.
Other Cisco Program Marks
Cisco Systems strongly believes in developing key relationships and partnerships to
expand the products and services available to its customers. To identify the products
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. Examples of each of
these program marks follow with brief explanations of their applications. Please contact
the appropriate program owner for additional information.
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ATM Associate Program
The ATM Associate program is a joint interoper-
ability, 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 manu-
facturers develop and promote Cisco multimedia-
enabled 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 autho-
rization to use this mark. Please contact Global
Alliances for additional information.
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Enterprise Associate Program
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 initia-
tive gives Cisco Systems and participating companies
the opportunity to jointly develop and enhance net-
working 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
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Cisco Networking Academies Program
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
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.
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Cisco Certified Internetwork Expert
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 infor-
mation 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.
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Powered
Network
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.
Cisco Powered Network Mark
Color Palette PMS 187 0C, 91M, 72Y, 23.5K
PMS 3035 100C, 0M, 8.5Y, 65K
BLACK 0C, 0M, 0Y, 100K
Logotype
Arrowhead
Arrowtail Box
Trademark symbol
The Cisco Powered Network mark is to be used exclusively by authorized service
providers who meet the criteria for quality, service, and Cisco equipment as described in
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.
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Logo
Usage
Correct uses of the mark are shown below, along with various incorrect uses. Use the
mark according to the standards.
OK
NO
Cisco Powered Network Mark Correct and Incorrect Usage
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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.
1x
.125x
.375x
.5x
3.175x .5x.5x .825x
Cisco Powered Network Mark Staging
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Where to use the
Cisco Powered Network mark
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.
The mark may be used in any of the service providers’
advertising, direct mail, collateral, or other promo-
tional 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 varia-
tions 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
For additional information on the Cisco Powered
Network program, please contact the Service Provider
Marketing organization within Cisco.
Cisco Powered Network Mark Placement
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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.
Cisco NetWorks Mark
The Cisco NetWorks ingredient mark is designed for the exclusive use of key partners
whose products incorporate Cisco Network Foundation Technologies to ensure reliable
connectivity in the network and interoperability with Cisco-designated systems.
Color Palette PMS 3035 100C, 0M, 8.5Y, 65K
PMS 187 0C, 91M, 72Y, 23.5K
PMS Cool
Gray 2
0C, 0M, 0Y, 11.5K
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Mark
Usage
Cisco NetWorks Mark Correct and Incorrect Usage
Correct uses of the mark are show below, along with various incorrect uses. Use the
logo according to these standards.
NO
OK
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Staging
The Cisco NetWorks mark must be staged as illus-
trated 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.
1x
.125x
.4x
.5x
3.175x .5x.5x .825x
Cisco NetWorks Mark Staging
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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 silk-
screening 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.
The mark may be used in any of the licensees’ adver-
tising, 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
For additional information on the Cisco NetWorks
program, please contact the Global Alliance Marketing
organization within Cisco.
Cisco NetWorks Mark Placement
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Cisco IOS
The Cisco IOS Technologies ingredient mark is com-
posed 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 arrow-
head 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 two-
dimensional appearance. Do not combine the Cisco
IOS Technologies mark with any other logo or
graphic element.
Cisco IOS Technologies Ingredient Mark
The Cisco IOS Technologies mark is designed exclusively for use by manufacturers and
developers who have license agreements with Cisco Systems to incorporate Cisco IOS
software technologies into their products. The mark placed directly on those manufac-
turers’ and developers’ products, packaging, and promotional materials signiﬁes to their
customers that these products contain Cisco technology.
PMS 187 0C, 91M, 72Y, 23.5KColor Palette
BLACK 0C, 0M, 0Y, 100K
Arrowhead
Arrowtail Box Trademark symbol
Logotype
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Logo
Usage
Cisco IOS Technologies Mark Correct and Incorrect Usage
Correct uses of the mark are shown below, along with various incorrect uses. Use the
mark according to the standards.
NO
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Staging
The Cisco IOS Technologies mark must be staged as
illustrated here, where “x” represents any measure-
ment 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.
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.
Trademark
The Cisco IOS Technologies mark is a trademark
of Cisco Systems and must always appear with
a ™ symbol.
1"
1x
4.5x .5x.5x .825x
.5x
.45x
.25x
.5x
Cisco IOS Technologies Mark Staging
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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 contain-
ing 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.
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 varia-
tions 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 prod-
ucts that contain Cisco IOS Technologies.
Cisco IOS Technologies Mark Placement
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Referencing Cisco IOS Technologies in text
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 prominent-
ly 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.
Cisco IOS Technologies Text References
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Cisco IOS Wordmark
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 refer-
ences, software and hardware packaging, press
releases, direct mail or advertising, electronic publica-
tions, or on products.
BLACK 0C, 0M, 0Y, 100KColor Palette
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™
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 strength-
ened 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 mar-
keting 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.
Trademark Policy
Cisco’s trademarks are valuable assets that must be selected and used carefully. Please
adhere to these policies and guidelines for protecting our trademarks on product,
program, and service names.
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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
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
Trademark Policy
The following is a list of trademarks currently used by Cisco Systems, Inc. organized to
identify those marks that have been registered with the United States Patent and
Trademark Office.1
1
Current list as of 6/98.
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.”
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Cisco
ColorsThe 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.
Color Palette
Corporate
PMS 187
PMS 3035
PMS 124
COOL
GRAY 2
SUPER-
BLACK
Service Provider
Enterprise
IBM
Small and Medium Business
Education
Government
PMS 221
PMS 2593
PMS 660
PMS 568
PMS 3015
PMS 554
0C, 91M, 72Y, 23.5K
100C, 0M, 8.5Y, 65K
0C, 27.5M, 100Y, 6K
0C, 0M, 0Y, 11.5K
40C, 0M, 0Y, 100K
0C, 100M, 18.5Y, 34K
79C, 100M, 0Y, 0K
83C, 0M, 56Y, 38K
100C, 23.5M, 0Y, 18.5K
87C, 0M, 60Y, 65K
91C, 60M, 0Y, 0K
Colors, like typefaces, lead to easy recognition when used consistently. The Cisco Systems
color palette was carefully chosen to give a cohesive identity to everything we design
from packaging to printed materials.
Market Solutions
Vertical Industries
73.0946 Graphic System 7/2/98 2:46 PM Page 1
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PMS 3035 PMS 3035 PMS 3035 PMS 3035 PMS 3035 PMS 3035 PMS 3035
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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
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
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Typefaces
Serif
Sans
Serif
Cisco Typography
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 head-
line 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
Sabon Small Caps
Univers Light
Univers Light Oblique
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 CondensedThin
Like organizations, typefaces have personalities and perform specific functions.
Although sometimes subtle, the consistent use of the same typefaces allows our
customers to readily recognize materials from Cisco Systems.
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Sabon Regular
Lorem ipsum dolor sit
amet, consectetuer adipisc-
ing elit, sed diam nonummy
nibh euismod tincidunt ut
laoreet dolore magna ali-
quam erat volutpat.
Sabon Italic
quam erat volutpat.
Sabon Bold
quam erat volutpat.
Sabon Bold Italic
quam erat volutpat.
Sabon Small Caps
amet, consectetuer
adipiscing elit, sed diam
nonummy nibh euismod
tincidunt ut laoreet
dolore magna aliquam
erat volutpat.
Univers Light
Lorem ipsum dolor sit amet,
consectetuer adipiscing
elit, sed diam nonummy
quam erat volutpat.
Univers Light Oblique
quam erat volutpat.
Univers Regular
laoreet dolore magna
aliquam erat volutpat.
Univers Oblique
Univers Bold
nibh euismod tincidunt
ut laoreet dolore magna
Univers Bold Oblique
nibh euismod tincidunt
ut laoreet dolore magna
Univers Black
amet, consectetuer
adipiscing elit, sed
diam nonummy nibh
euismod tincidunt ut
Univers Black
Oblique
Lorem ipsum dolor
sit amet, consectetuer
diam nonummy nibh
Univers Extra Black
amet, consectetuer
diam nonummy nibh
Univers Extra Black
Oblique
Lorem ipsum dolor
sit amet, consectetuer
diam nonummy nibh
consectetuer adipiscing elit, sed
diam nonummy nibh euismod
tincidunt ut laoreet dolore magna
Oblique
consectetuer adipiscing elit, sed
diam nonummy nibh euismod
tincidunt ut laoreet dolore magna
Univers Condensed
Regular
consectetuer adipiscing elit,
sed diam nonummy nibh euis-
mod tincidunt ut laoreet dolore
magna aliquam erat volutpat.
Univers Condensed
Oblique
Oblique
Univers Ultra Condensed Regular
Lorem ipsum dolor sit amet,consectetuer
adipiscing elit,sed diam nonummy nibh
euismod tincidunt ut laoreet dolore magna
Univers Ultra Condensed Light
Lorem ipsum dolor sit amet,consectetuer adipiscing
elit,sed diam nonummy nibh euismod tincidunt ut
laoreet dolore magna aliquam erat volutpat.
UniversUltraCondensedThin
Loremipsumdolorsitamet,consectetueradipiscingelit,seddiamnonum-
mynibheuismodtinciduntutlaoreetdoloremagnaaliquameratvolutpat.
The following are the Cisco Systems typefaces demonstrating their appearance in a variety
of uses. All typefaces used should match these examples.
Cisco Typography
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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 illustra-
tions, or portions of vignettes, can also be used. The
billboard illustrations typically are not used indepen-
dently 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.
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 consis-
tently 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.
Cisco Illustration System
Billboard
A billboard is a complete, action-
oriented illustration for a particular
product, initiative, or market. Billboards
contain multiple metaphors represent-
ing 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.
Cisco Systems has a graphic system based on illustrations that are designed to be
“world ready”—that is, easily used by all the geographic regions we serve. The characters
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.
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Graphic Element
Spot Illustration
Graphic Pattern
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.
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 patterns are also available
to create additional interest and inte-
grate with the illustrations.
Cisco Illustration System
Vignette
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 indepen-
dently if necessary.
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The Cisco Graphic Elements
• Custom for each piece
• Prints 3 percent black
• Element should be overlapped by the vignettes
• 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
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
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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 pho-
tography 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.
Photography Style and Library
Cisco’s photography system uses traditional photography coupled with digital processes
to create contemporary effects. Products are photographed from an angle to showcase
the artistry of the product’s design. Camera angle, positioning, and lighting combine to
achieve the final effect.
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Photography for Collateral
(Level 2 Collateral)
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.
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.
Photography Style and Library
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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 desig-
nated 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:
• 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.
The Cisco Icon Library
Icons
Manufacturer WorkstationAccess Server Mobile User
Color
Single Color
Grayscale
Black and White
Icons for designing network diagrams used in collateral, white papers, data sheets,
presentations, and other materials are also available from Corporate Identity. There is
a wide selection of icons to represent everything from routers and switches to concepts
such as telecommuting and data transfer.
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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.
Web Banner and Electronic Uses
To better establish our identity on the Internet and World Wide Web, we’ve designed
templates to lend a recognizable look to all our web designs. Within the template
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.
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Modifying Illustrations for Web Site Use
wwwin.cisco
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.
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.
Vignettes and spot illustrations must be modiﬁed for use on the web; otherwise, they
will not render properly.
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The presentation templates can be found at
wwwin.cisco.com/Mkt/cc/corp/mkt/fat/mktt/x29.htm.
Presentations and Multimedia Templates
Corporate Templates
The following are standard company templates.
Lasers and Color
Viewgraphs
Computer
Projection and
35 mm Slides
We have created a variety of presentation templates for your use, whether you are in a
small conference room or a large auditorium with thousands of people. If you follow
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 audience to focus on the speech. Too much text can be distracting.
There are two templates, each optimized for the type and size of your intended audience.
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Templates
Lasers and Color
Viewgraphs
Computer
Projection and
35 mm Slides
Special Events and Seminar Templates
These templates are for seminar and keynote speakers at large events only.
Presentations and Multimedia Templates
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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.
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.
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 produc-
tions 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.
Translation
With Cisco customers and partners located through-
out 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
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
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.
Cisco Video Production
In an effort to maintain Cisco Systems’ video production standards, Corporate Identity has
several key vendors in place to standardize and facilitate your productions. Please contact
Corporate Identity early in your planning stages to best take advantage of these resources.
Example of CPN Video Donut
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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 ever-
increasing quality demands of today’s marketplace.
Letterhead, Envelopes, and Business Cards
StationeryFirst impressions last.
Cisco’s corporate identity is often first established with a business card placed in someone's
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.
Business Card
Size: 3.5" wide x 2" high
Title Format: Title, Department
Font: Sabon, 8.5 points/10 leading , flush left
Paper Stock: Sig-Nature Dull, White,
100# recycled cover
Emboss Area 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.
Jane Doe
Regional Manager
NSP Central Region
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
R E G I S T E R E D
.92"
2.06"
.38
.4"
.23"
.17"
.31"
.52"
This hang line will
vary according to
depth of type
Type will
always align
with bottom
See right
for emboss
area
Standard Envelope
Size: 9.5" wide x 4.15" high
Font: Company Name, Sabon Bold
Address, Sabon Roman
8.5 points/9.5 leading, flush left
Paper Stock: Neenah Paper, Environment, Writing,
White Wove, 24# recycled
Cisco Systems, Inc.
San Jose, CA 95134-1706
.60"
.51"
.90" .26"
.81"
.65"
Samples shown are not actual sizes.
73.0946 Stationery 7/2/98 2:29 PM Page 1
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Cisco Systems, Inc.
San Jose, CA 95134-1706
Phone: 408 526-4000
Fax: 408 526-4100
www.cisco.com
1.9"
.87"
.87"
.56"
1"
6.53"
1"
Sample shown is not actual size.
Letterhead
Paper Size: 8.5" wide x 11" high
8.5 points/10 leading, ﬂush left
Paper Stock: Neenah Paper, Environment,
Writing, White Wove, 24# recycled
Letterhead, Envelopes, and Business Cards
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Cisco Systems Ltd.
3 The Square
Stockley Park, Uxbridge
Middlesex UB11 1BN
Tel: +44 (0) 181 756 8000
Fax: +44 (0) 181 756 8099
30.6mm
159.6mm
19.1mm
21.7mm 27mm
17.1mm
Sample shown is not actual size.
Letterhead
Paper Size: 210 mm x 297 mm
Letterhead, Envelopes, and Business Cards A4
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.
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A4
Letterhead, Envelopes, and Business Cards A4
Cisco Systems Ltd.
3 The Square
Middlesex UB11 1BN
15.6 mm
13.1 mm
23.1 mm 6.4
mm
19.4 mm
15 mm
Samples shown are not actual sizes.
A4 Envelope
Size: 220 mm x 110 mm
Business Card
Size: 89 mm wide x 51 mm high
Title Format: Title, Department
Font: Sabon, 8.5 points/10 leading, ﬂush left
Paper Stock: Sig-Nature Dull, White,
100# recycled cover
Emboss Area: 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.
Jane Doe
Regional Manager
Cisco Systems Ltd.
3 The Square
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
ISO
9001
R E G I S T E R E D
23.5mm
52.5mm
9.8mm
10mm
6mm
4.4mm
13.2mm
This hang line will
vary according to
depth of type
Type will
always align
with bottom
See right
for emboss
area
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Level 2
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.
• 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 illus-
trations. Corporate Identity maintains a library
with illustrations for every market solution initiative.
• If a template exists for your project, use it. If one is
not currently available, ask Corporate Identity to pro-
vide guidance so your project maintains consistency.
• If you need further clarification, search the listed
web sites or e-mail or call Corporate Identity.
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 collat-
eral system at wwwin.cisco.com/Mkt/ccon/cd/process/
1/collateral_system.pdf.
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
Packaging: Product Package
Data Sheets: Product (electronic only with
exception of fulfillment)
Fact Sheets: Business Solution
Program
Service
Profiles: Customer
Industry
Reports: Business Case
Statement of Direction
Electronic Documents
Sales Collateral System
The Cisco collateral system consolidates our sales collateral documents into a
manageable, cost-effective, and understandable system for our clients, partners, and
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 produc-
ing collateral for maximum effectiveness in each medium.
73.0946 Collateral 7/6/98 9:21 AM Page 1
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Important Miscellany for Designers
General
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.
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 bright-
ness 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 lower-
case.
Figure and Table Titles
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.)
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).
This information is critical for following the standards contained in this guide and
will help you in preparing comps and projects for print.
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Paper
Specifications
Cisco Paper Specifications
Text
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.
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
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.
Technical Documentation Covers
Springhill Incentive, C1S, 10 point (#2 quality sheet)
(recycled).
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 syn-
thetic glues and adhesives. When using recycled paper,
use the “Recycled” symbols to promote recycling.
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Basics
The Cisco Basic 8.5 x 11 Cover/Back Cover Level 1
Access: Public
Audience: High-Level Decision Makers
Content: Nontechnical
Colors: Four-color process plus overall matte varnish
Stock: Gilbert Esse, White, 80# Cover Smooth
(recycled) (see Basic Specs for alternative)
Application: Quark or Adobe Illustrator
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 prop-
erty of their respective owners. Lit # XXXXXX 12/96 M
Corporate Headquarters
Cisco Systems, Inc.
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.
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
C i s c o C o n n e c t i o n O n l i n e W e b s i t e a t h t t p : / / w w w . c i s c o . c o m .
.375" from bottom edge of page
No text on back cover.
Logo: size is .75" wide and prints black.
Centered in 8" space.
Four-column text box
AddressHead: Sabon Bold, 7.5/8
AddressBody: Sabon, 7.5/8
First Tagline: Sabon Bold, 7.5/11
Second Tagline: Univers Condensed
Bold, 8/11, Track 40
Countries: Sabon, 7.5/10, justified. Bullets:
Sabon, 5-pt baseline shifted, .42 pt.
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 contain-
ing all trademarks; editors will indicate which
ones to include per document.
Back Cover
Bar and 4-pt rules black, or superblack if printing
four-color process. Bars should wrap from front cover.
Always centers vertically .75" high by .5"
wide to center of 4-pt superblack rule (cen-
tered section)
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.
5.5"
.25"
.5" 4" 4"
Logo: Four-color process or black, depending on
colors available. The logo sits .25" from bottom of
page and is .75" wide.
.375"
.375"
Vignette, heads and logo all center from this point
left to right.
.5" 3.25" .5" 3.25" .5" .5"
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.
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.
Cover
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.
CiscoSolutions
Front Cover Title: Sabon Roman SC, 24/28,
Track 30 (can adjust size/tracking smaller propor-
tionately depending on length of title).
Naming: See “Naming Conventions.”
Title: Sabon Roman SC, 12/30, Track 10, initial caps
Naming: See “Naming Conventions.”
Cisco Systems Solutions
for the Enterprise
The Network of the Future—Today
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Basics
The Cisco Basic Grid (All Levels)
.75" 3.25" .5" 3.25" .75" .75" 3.25" .5" 3.25" .25".5"
Typical Left-Hand Page Typical Right-Hand Page
5.5"
11"
.375"
.75" 7" .75" .75" 7" .75"
1"
Minimum subtitle hang line
Minimum text hang line
.375"
.75"
1.5"
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Naming Conventions Sales Collateral Level 1
BROCHURES
Business Solution
Programs
Services
Product Line Overview
(PLB)
Market Solutions
Brochure with Pocket
FOLDER
Corporate Folder
Sidebar
Cisco Solutions
Cisco Programs
Cisco Support
Solutions
Product Line
Overview
Cisco Solutions
No sidebar text
Head
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]
Cisco Systems + Program Name (for exam-
ple, Cisco Systems SMARTinstall Program)
or Program Name (for long line-length
considerations) [Sabon Roman SC]
Cisco Systems + Service Topic (for example,
Cisco Systems Enterprise Support
Solutions) or Service Topic (for long line-
length considerations) [Sabon Roman SC]
Product Line Name (for example, The
BPX Service Node) [Sabon Roman SC]
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]
Cisco Systems [Sabon Roman SC]
Subhead
Optional: Further clarification
of the Solution [Sabon Roman SC]
Optional: Further clarification of content
of program(s) (for example, Comprehensive
installation for internetworking products)
[Sabon Roman SC]
Optional: Further clarification of content
of service(s) (such as Cisco Certified
Service—The Network Works. No Excuses.)
[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]
Further clarification of solutions-focused
strategy (for example, The Network of the
Future—Today) [Sabon Roman SC]
No subhead or slogan (to extend longevity
of folder)
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Naming Conventions Sales Collateral Level 2
DATA SHEETS
Product
(electronic only with
exception of fulfillment)
FACT SHEETS
Business Solution
Program
Service
PROFILES
Customer
Industry
REPORTS
Business Case
(Short Version)
Business Case
(Extended Version)
Sidebar
Technical Information
Cisco Solutions
Cisco Programs
Cisco Support Solutions
Customer Profile (keep generic: do
not include marketing unit, busi-
ness unit, or customer name in
sidebar)
Industry Profile (keep generic: do
not include marketing unit, business
unit, or industry name in sidebar)
Business Case
Business Case
SubTitle
Product Name [Univers
Condensed Bold]
Solution name (+ market) (for
example, Easy Connection Solutions
for Service Providers) [Univers
Condensed Bold]
Program name (for example, Cisco
International Expert Program)
[Univers Condensed Bold]
Service name (for example, Cisco
SMARTnet™
Services) [Univers
Condensed Bold]
Customer name (for example, BT
Laboratories) [Univers Condensed
Bold]
Industry + Topic (for example,
Educational Perspectives) [Univers
Condensed Bold]
Name of business or main point
of case (for example, Wide-Area
Network Strategy) [Univers
Condensed Bold]
Name of business or main point
of case (for example, The Business
Case for ATM in the WAN)
[Univers Condensed Bold]
Main point of paper (for
example, A New Direction for
Banking Institutions) [Univers
Condensed Bold]
Emphasis
Clarification of what the product
is/does (such as… Broadband
Switch Module) [Sabon Italic]
Clarification of what the solution
is (such as… for Simplified Access
Services) [Sabon Italic]
Clarification of what the service is
(such as Designed for Small and
Medium Businesses) [Sabon Italic]
Clarification of what the program
is (such as Servicing Small and
Medium Businesses) [Sabon Italic]
Clarification on what the profile
is about from Cisco’s perspective
(such as“Using Cisco’s ATM-equipped
Routers to Increase Productivity”)
[Sabon Italic]
Clarification on what the profile
is about from Cisco’s perspective
(such as “Going to School on the
Internet”) [Sabon Italic]
Further clarification of what the
case is about (such as “Bringing
ATM to Businesses Worldwide”)
[Sabon Italic]
case is about (such as “Bringing
ATM to Businesses Worldwide”)
[Sabon Italic]
paper is about (such as “Network
Security”) [Sabon Italic]
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