Cisco standards manual_

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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
Industrial Design
Channel Communications
Trade Shows, Events, and Seminars
Advertising and Direct Marketing
Contact Information

73.0946 Intro

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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

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position in the marketplace is important to Cisco Systems. As the networking industry

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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.

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have goals for positioning ourselves, ultimately our position is what others think and

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73.0946 Intro

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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.

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we want to express about Cisco Systems. Following these writing suggestions will help

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73.0946 Intro

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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

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and learn. To communicate this vision, Cisco is strengthening and evolving its corporate

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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.

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.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

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Generation,” in all of its marketing communications efforts. We’ve designed the tag line

.5x

73.0946 Logos, branding...

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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

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It is integral to our worldwide corporate identity.

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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

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logo according to the standards.

NO

Logo
Usage

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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"

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increment that keeps the overall logo size at .75"(19 mm) wide or greater. Note that .5x is

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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.

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reward. Whether you wear these items on a shopping trip, while gardening, or when

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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.

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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.

.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

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M e rch an d isin g G uidelines

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M e rch an d isin g G uidelines

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T-shirt, front

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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

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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

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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

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marks according to the standards.

Logo
Usage

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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 ®.

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represents any measured increment that keeps the overall mark size at .75" ( 19 mm) wide

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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.

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Where to Use the Reseller/Certified
Partner marks

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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)

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expand the products and services available to its customers. To identify the produ c ts

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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.


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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.

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ATM Associate Program

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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

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Enterprise Associate Program

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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 Networking Academies Program

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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.

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Cisco Certified Internetwork Expert

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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

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providers who meet the criteria for quality, service, and Cisco equipment as described in

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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

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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

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Staging

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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.
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
For additional information on the Cisco Powered
Network program, please contact the Service Provider
Marketing organization within Cisco.

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Where to use the
Cisco Powered Network mark

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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

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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

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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

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Staging

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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.

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
For additional information on the Cisco NetWorks
program, please contact the Global Alliance Marketing
organization within Cisco.

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C i sc o NetWorks Mark P lacement

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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

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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

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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.

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Staging

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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.

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.

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C i sc o IOS Tech n o lo gies M ar k Placement

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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.

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Referencing Cisco IOS Technologies in text

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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.

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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.

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adhere to these policies and guidelines for protecting our trademarks on product,

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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

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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

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73.0946 Graphic System

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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

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Cisco
Colors

color palette was carefully chosen to give a cohesive identity to everything we design

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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

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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


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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


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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


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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

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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

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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

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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

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PMS 660

PMS 660

PMS 660

PMS 660

PMS 660

PMS 660

PMS 660

PMS 660

PMS 660


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

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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

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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

amet, consectetuer
adipiscing elit, sed
diam nonummy nibh
euismod tincidunt ut
laoreet dolore magna
aliquam erat volutpat.

Sabon Italic

Univers Light Oblique



Sabon Bold

Univers Regular



Sabon Bold Italic

Univers Oblique



Sabon Small Caps

Univers Bold

amet, consectetuer
adipiscing elit, sed diam
nonummy nibh euismod
tincidunt ut laoreet
dolore magna aliquam
erat volutpat.

nibh euismod tincidunt
ut laoreet dolore magna

Univers Bold Oblique
nibh euismod tincidunt
ut laoreet dolore magna

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

Univers Condensed
Regular
consectetuer adipiscing elit,
sed diam nonummy nibh euismod 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
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

Lorem ipsum dolor sit amet, consectetuer adipiscing
elit, sed diam nonummy nibh euismod tincidunt ut

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.

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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.

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“world ready”—that is, easily used by all the geographic regions we serve. The characters

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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.


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

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• 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


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.

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to create contemporary effects. Products are photographed from an angle to showcase

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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.

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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.


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

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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

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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.

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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.


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

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Corporate Templates
The following are standard company templates.
Lasers and Color
Viewgraphs

Computer
Projection and
35 mm Slides


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

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Special Events and Seminar Templates

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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

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several key vendors in place to standardize and facilitate your productions. Please contact

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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.
San Jose, CA 95134-1706

Samples shown are not actual sizes.

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Cisco’s corporate identity is often first established with a business card placed in someone's

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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
8.5 points/10 leading, ﬂush left
Neenah Paper, Environment,
Writing, White Wove, 24# recycled

1"

.87"

1"

Cisco Systems, Inc.
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!

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

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.

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Le t t e rhead, E n velop es, and Bus ines s Car ds A4

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
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

19.4 mm

Cisco Systems Ltd.
3 The Square

Middlesex UB11 1BN

Samples shown are not actual sizes.

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.


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


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

Electronic Documents

TO DOWNLOADS

manageable, cost-effective, and understandable system for our clients, partners, and

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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).

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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

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Text

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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.
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

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

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T h e C i s c o Basic 8.5 x 11 Cover/Back Cover Level 1

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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

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T h e C i s c o Basic Grid (All Levels)

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5.5"

11"
1"
.375"
Typical Left-Hand Page

Typical Right-Hand Page

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

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