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1、The Cisco Brand Book 2010 Cisco and/or its affiliates. All rights reserved.The Cisco Brand.As the Cisco business charges forward entering new markets, reaching out to new customers, expanding globally it is essential that the Cisco brand grow with it. We wantto make sure that the brand captures new

2、audiences while keeping existing customers loyal and happy. This book will help you envision how the Cisco Brand is evolving and will serve as a guide for implementing the Cisco Brand Identity System, both inside and outside the company.2The Cisco BrandContentsIntroductionSection 1The Cisco BrandThe

3、 Cisco BrandVision, Stance, Promise, and Attributes The Cisco Brand ExperienceWhere to Begin48913Section 2Cisco Brand Identity SystemCisco Identity System OverviewLogo ColorTypography Icons Treatments Gradients Graphics Textures Imagery1517192329343942475458Section 3Design ApplicationDesign Applicat

4、ionUsing the Cisco Identity System PresentationsWeb / User Experience Data SheetBrochure Packaging Video Tradeshow Environmental63646566676869707172Section 4Brand SupportAsset Directory and Contact743The Cisco BrandSection 1:The Cisco BrandThe Cisco BrandThe Cisco BrandCisco Brand StoryCisco and its

5、 BrandCisco and its BrandGreat companies are built on strong brands that influence customer choice and build loyalty. A strong brand isa competitive asset one that can improve market position and contribute to company profitability. When the essence of a brand is understood within a company, it can

6、serve as a source of inspiration, excitement,and employee satisfaction.So what is a brand? Simply put, a brand is a constellation of experiences perceived in the heart and mind ofthe customer. Every time a customer engages with your company, these experiences grow. At Cisco our brand is a promise we

7、 make to our customers a promise we strive to fulfill at every point of customer interaction. For employees, the brand promise is reflected in their daily work experience.Ideally, our customers perceptions of Cisco should align with our ownaspirations. We aspire to be a company that brings people to

8、gether, usingthe most innovative technology in the world. When our customers share that vision, our branding efforts will be successful. To reach that goal requires active and purposeful brand management. We begin by defining what our aspirations are; these are the perceptions we want our customers

9、to have.5The Cisco BrandCisco = Bringing people together6The Cisco BrandThe Cisco BrandCisco Brand StoryVision, Stance, Promise, and AttributesBrand VISIonBrand PromISeBrand aTTrIBuTeSStates where we are going as a company and what we want to be:The most trusted technology company in the world, Cisc

10、o is a leader in delivering personal and business video that transforms lifes experiences.Outlines our commitment to our customers:When customers think of Cisco, they think of a company that brings people together by removing the barriers to communication. By connecting people Cisco can transform ou

11、r lives, making us more productive, engaged,and powerful.The characteristics we want associated with Cisco. We have gathered input from customers and we know that these are all characteristics that they believe are important and that could strongly affect their purchasing decisions.Innovative reliab

12、le Quality-driven Trustworthy effortless approachable Value-oriented Personal VisionaryBrand STanCeThe single idea we want to own in our customers minds:Cisco =Bringing people together8The Cisco BrandThe Cisco Brand Experiencedefining the Cisco Brand experienceThe Cisco brand experience defines our

13、customers interaction with our company, its products, people, and communications. When customers interact with Cisco we want their experience to be:exceptionalThe experience should delight our customers by providing unrivaled quality that exceeds their expectations.VitalThe experience should meet ou

14、r customers needs by being essential, meaningful, and relevant.effortlessThe experience should make our customers life easier through its straightforward, friendly approach.VisionaryThe experience should transform our customers world for the better with innovative, leading-edge interactions.9The Cis

15、co BrandStandards for each Set of TouchpointsThere are literally dozens of touchpoints in which customers interact with Cisco from advertising to product interface to the phone call with a technical support representative.We have grouped these touchpoints into three sets communications, products and

16、 services, and people and for each set we have provided detailed standards that define what our brand experience should be.10The Cisco BrandExperience StandardsCisco Brand StoryThe Cisco Brand ExperienceCisco communications should always be:The Cisco product and services experience itself should alw

17、ays be:Interactions with people at Cisco should always make customers feel we are:Clear, engaging, and straightforward Use language and visuals appropriate to the target audience.High qualityOur offerings should be unrivaled in performance and functionality.Straightforward and efficientQuestions or

18、problems should be handled quickly and smoothly; we never want to create more issues for our customers.Friendly and welcomingBe approachable. Avoid coming across as overbearing, in-your-face, or aggressive.easy and intuitiveWe should reduce complexity while delivering as much value as possible.respe

19、ctful and confidentKnowledgeable, but never arrogant.We never want the customer to feel foolish or inept.real and relevantBe honest and address what is most important to the customer.necessary to solve real problems Our products and services need to actually help our customers.Great listenersThe cus

20、tomer should feel we understand and anticipate his or her needs.Surprising and freshBoth the content and the way we communicate should be as innovative as our products.unique, not imitative or derivative We want to lead the way, not copy others.Trusted leadersThe customer should feel we know the way

21、 and are on his or her side.11The Cisco BrandWhere to BeginThe Cisco BrandWhere to BeginWithin the framework of this book are the elements you need to articulate the Cisco Brand. While consistency is important, you wont find a rubber stamp. What you will find are all the tools you need to deliver a

22、range of visual expression. As you determine what story to tell and how you want to tell it, you can rely on the components of this book to empower inspiration.13The Cisco BrandHow to beginThe Cisco BrandUsing the Cisco Brand Identity SystemKnow your audience and design for themevolutionnot revoluti

23、ona system designed for flexibilityYou know your audience best. So its up to you to decide on the look and feel that best suits your channel and its communications. Once you decide on what you want to say and how you want to say it, youll be supported at every turn with a visual system built to cate

24、r to your needs. The flexible tools included in this design system will empower you to build communications to reach the diverse Cisco audience.At first glance, the new Cisco Brand Identity System looks revolutionary. Its bold, attention-getting, and surprising. And its designed to evolve far into t

25、he future. So we suggest implementing the system in incremental, evolutionary steps. Not all the elements of the identity have to be launched in one fellswoop. In fact, weve got a considerable amount of brand equity invested in our former brand systems and graphic identity. Our customers know, recog

26、nize, and trust the Cisco brand. We want to maintain that trust.When you are the worlds technology leader, you know the only constantis change. Changing technology, expanding markets, emerging media platforms. To stay relevant in this landscape, the Cisco brand must change to keep pace with our busi

27、ness needs. To adapt, weve created an identity system designed to evolve.Vibrant, exciting, and forward-thinking, our visual system is flexible enough to let you build Enterprise communications that are fun and dynamic, or create Consumer messaging that is clean, simple, and elegant.14The Cisco Bran

28、dSection 2:Cisco Brand Identity SystemThe Cisco BrandCisco Brand Identity SystemWhat are the elements that make up our Brand Identity? The words you choose.The type you use. The colors, graphics, and imagery you communicate with. The way you use the Cisco logo. These are the key building blocks that

29、 help tell the Cisco story and shape peoples perception of Cisco from consumer to shareholder, from partner to employee.16The Cisco Brand / Cisco Brand Identity SystemOverviewCisco Brand Identity SystemBrand PaletteWeve created building blocks for communicating Ciscos Brand Identity in a unified vis

30、ual system we call the Brand Palette. Comprised of core elements including logo, color, type, and icons, as well as extended expressions including treatments, gradients, graphics, and textures, this wide range of tools is designed to be flexible and expandable so you can use your creativity to innov

31、ate across all media. To effectively define the Cisco brand experience, these core elements must be aligned across everytouchpoint, from consumer to shareholder, from partner to employee.SECTION OVERVIEWThe following sections provide creative guidance on how to use the brand palette. With a shared d

32、esign sensibility we can use each element to elevate the Cisco Brand in a way that is distinctive and at once immediately recognizable as Cisco.IConSLoGoCoLorTYPoGraPHYTypography Playful.Clean. Delightful.TreaTmenTSGradIenTSTeXTureSGraPHICSContent Panes: 100% Opaque WhiteOverlay:75% Opaque Black17Th

33、e Cisco Brand / Cisco Brand Identity SystemCisco Brand Identity System: Brand PaletteCore Brand elements1. Logo2. Color3. Typography4. IconsBrand expressions5. Treatments6. Gradients7. Graphics8. Textures9. ImageryThe Cisco Brand1. Logo PrinciplesThe Cisco logo is iconic and distinct. It signals a c

34、onsistent foundation maintaining brand equity while reinforcing brand leadership, confidence, and reliability. In classic, preferred, or supplemental colors, the Cisco logo works across all media. With a flexible approach to palettes and logo staging, the Cisco logo comes alive with renewed spark an

35、d energy.19The Cisco Brand / Cisco Brand Identity SystemLogoCore Brand elementsLogo ElementsThe Cisco logo should work across all media. The style you choose will depend on the environment in which the logo appears. To ensure the expression of the logo is right for its context, weve created a system

36、 that includes PANTONE color, and an extended palette of solid colors and gradients as well as reversed logo treatments. So whether the Cisco logo appears on packaging, the Web, TV, in print, on screen, or on a product, you have near infinite design flexibility to adapt the logo to its appropriate d

37、esign context.EXTENDED LOGO PALETTEThe palettes to the right provide an example of how color can be infused into the logo. These are only partial palettes. For complete palettes, please refer to the following Color section.PmS 7477 + PmS 187PmS 7477BLaCKreVerSedPreFerred PaLeTTe / SoLIdPreFerred PaL

38、eTTe / GradIenTS20The Cisco Brand / Cisco Brand Identity SystemLogoCore Brand elementsLogo StandardsClear SpaceMaximum SizeMinimum SizexxxLogo minimum size with trademark symbol: 3/4xxNo trademark symbol usage: Greater than 3-3/4, 1/2, or smaller, all on-screen applicationsLogo maximum size with tra

39、demark symbol: 3-3/4Give it space. To preserve the integrity and visual impact of the Cisco logo, always maintain adequate clear space around it. The clear space around the logo is an integral part of its design, and ensures the logo can be seen quickly, uncluttered by other logos, symbols, artwork,

40、 or text.Too big, too much. When using the Cisco logo in large-scale formats,it is important only to include the trademark symbol up to 3-3/4. Anything larger and the trademark symbol will begin to compete against the mark itself.Too small, not enough. To ensure that the Cisco logo and its trademark

41、 symbol reproduce legibly at smaller scales, only include the trademark symbol down to 3/4. The trademark symbol will not reproduce legiblyat any size smaller than 3/4. For all video and on-screen applications, remove the trademark symbol completely.21The Cisco Brand / Cisco Brand Identity SystemLog

42、oCore Brand elementsCross Media ApplicationLOGO LOCK-UPSAny text lock-up with the Cisco logo should be balanced, meaning equally weighted visually. Co-branded communications have other considerations.eace of mind thatrldwide leader in.LOGO PLACEMENTThe Cisco logo should always be present on all Cisc

43、o-branded communications, products,and services; present, but not domineering, and rarely if ever miniscule.LOGO COLORColor fill choices should be madeon the basis of context and contrast. Whatever color fill you apply to the logo should provide 60% contrastor better against the background.22The Cis

44、co Brand / Cisco Brand Identity System2. Color PrinciplesColor is the most fundamental yet most powerful tool in creating or expressing a mood or feeling. Take advantage of it.Play with color. Color brings our brandto life. Color used simply and with balance can communicate clarity, consistency, and

45、 modern sophistication. Vivid highlights and contrasting subtlety turn ordinaryinto extraordinary.23The Cisco Brand / Cisco Brand Identity SystemColorCore Brand elementsBrand ColorsCisco Classic colors serve as a foundational palette that work universally across all of Cisco. Made up of white and mo

46、nochromatic increments of gray and Cisco Blue, these colors will anchor and balance color expressions when used with extended primary and secondary palettes. When it is important to signal Ciscos brand equity with color alone, Ciscos legacy PANTONE 7477 remains a core color to be used in conjunction

47、 with the monochromatic palette.Preferred and supplemental base colors span the color spectrum. These colors have been selected as a foundation from which to build and evolve secondary palettes.SUPPLEMENTAL COLORSSupplemental colors work best as a foundation for highlights or accents. They should no

48、t be used as a dominant color specifically yellow and purple hues.CISCo CLaSSIC CoLorSPreFerred and SuPPLemenTaL CoLorSPreFerred CoLorSSuPPLemenTaL CoLorS24The Cisco Brand / Cisco Brand Identity SystemPantone 115 R255, G225, B79 C0, M9, Y80, K0 #FFE14FPantone 390 R193, G205, B35 C22, M0, Y100, K8 #C

49、1CD23Pantone 7477 R0, G85, B104C80, M0, Y10, K68 #005568Pantone 7738 R70, G160, B64C76, M13, Y100, K1 #46A040Pantone 2925 R0, G150, B214 C85, M24, Y0, K0 #0096D6Pantone 526 R101, G45, B137 C76, M100, Y7, K0 #652D89Pantone 187 R196, G18, B48C0, M100, Y79, K20 #C41230Pantone 1797 R227, G27, B35 C0, M1

50、00, Y99, K4 #E31B23Pantone 158 R245, G128, B37 C0, M61, Y97, K0 #F58025WhiteR255, G255, B255 C0, M0, Y0, K0 #FFFFFFPantone 428 R207, G212, B216 C2, M0, Y0, K18 #A7A9ACPantone 423 R159, G161, B164 C0, M0, Y0, K44 #9FA1A4Process Black R0, G0, B0C0, M0, Y0, K100 #000000ColorCore Brand elementsExpanding

51、 Primary and Secondary PalettesWhen it comes to communicating the Cisco brand, color is quintessential. The following color configurations show how Ciscos preferred and supplemental colors can be expanded analogouslyto build harmonious color palettes and complementary pairings. Working from these an

52、alogous extensions will yield rich results that marry well with Ciscos foundational colors.ANALOGOUS COLORAn analogous color scheme adds hues and values that are adjacent to a chosen color on a color wheel. For example, red to orange.CooL PreFerredWarm SuPPLemenTaLbaseanalogousbaseanalogousbase exte

53、nsionscomplementary pairingfoundationbaseanalogousbaseanalogousbase extensionscomplementary pairingfoundationbaseanalogousbaseanalogousCOMPLEMENTARY COLORA complementary color scheme adds hues and values that are opposite to a chosen color on a color wheel. For example, red and green.base extensions

54、complementary pairingSHADES AND TINTSA shade is the mixture of a color with black, which reduces lightness. A tint is the mixture of a color with white, which increases lightness.foundationUSING COLOR WITH CISCO PANTONE 7477These palettes have also been developed to work harmoniously with Ciscos leg

55、acy PANTONE 7477. If needed, PANTONE 7477 can be used as a support color with any of the palettes to reinforce Ciscos brand equity.However, it is important that it be used sparingly and only when necessary.baseanalogousbaseanalogous complementary pairingbase extensionsfoundation25The Cisco Brand / Cisco Brand Identity SystemColorCore Brand elementsAnalogous and Complementary PalettesTo help you make effective color choices and ensure color is working to support the Cisco