branding guidelines 4-21-11(2)
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CORPORATEGUIDELINES
April 2011
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ntro uct on
Every Brocade communication impacts our
brand perception.As you connect with our customers throughout the customer lifecycle,
you play an important part in building the Brocade brand.
. ,
enhance our brand and contribute to a memorable brand relationship with
our customers.
ns e ese gu e nes you w n es gn e emen s, spec ca ons, an
implementation examples. When used consistently, they will help you to
compellingly express our brand character: smart, courageous, motivating,
, .
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ontents
The Brocade Brand
5 Our Name
6 Copyright and Trademarks
7 Brand Approval
Combining the Elements
30 Overview
31 Collateral
32 Basic Grid
Color
19 Color Palette
20 Using Color
The Brocade Corporate Signature
9 Signature Elements
10 Registered Trademark Designation
11 Color Variations
34 Designing to Content
35 E-mail HTML Templates
36 E-mail Signatures
37 PowerPoint
22 Typographic Style
23 Using Type
Imagery
12 Clear Space and Minimum Size
13 Signature Elements:
Incorrect Usage
14 Background Usage
15 Signature Elements Separated
38 Emblems
43 Trade Shows
44 Signage
45 Merchandise
25 Photographic Style
26 General Brand Imagery
27 Customer- and Product-Focused Imagery
28 Using Imagery
16 Signature Elements Separated:
Incorrect Usage
17 Co-Branding
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e roca e ran
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ur ame
Use Brocade in external marketing and
communication materials:
Business cards
Stationery
Collateral and presentations
Brocade ress re ease o erp a e 25/50/100-word corporate descriptions
Web content
, .
when necessary to identify the legal entity:
Contracts
POs
Checks
Legal documents and statements
Brocade Communications Systems, Inc.
(such as trademark boilerplates)
Never use Brocade Communications for the companyname. Brocade (for general usage) or Brocade
Communications Systems, Inc. (for legal communications)
are the proper names of our company.
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opyr g t an ra emar s
The Brocade word mark and the B-wing logo are registered
trademarks. We continue to protect and maintain the rights
to all registered trademarks whether or not they appear in
the boilerplate.
Full Trademark Boilerplate
2011 Brocade Communications Systems, Inc. All Rights Reserved. Brocade,
the B-wing symbol, BigIron, DCFM, DCX, Fabric OS, FastIron, IronView, NetIron, SAN
Health, ServerIron, TurboIron, and Wingspan are registered trademarks, and
Brocade Assurance, Brocade NET Health, Brocade One, Extraordinary Networks,
M Brocade VCX and VDX are trademarks of Brocade Communications S stemsBrocade uses the full trademark boilerplate for all
marketing collateral.
Abbreviate Trademark Boilerplate
In the case of advertisements, e-mail blasts, or
other short or online deliverables, the abbreviated
Inc., in the United States and/or in other countries. Other brands, products, or
service names mentioned are or may be trademarks or service marks of their
respective owners.
.
Do not alter the trademark boilerplate in any way.
If you have any questions, please e-mail
the Global Brand Management team at
branding@brocade.com.
, . .
the B-wing symbol are registered trademarks of Brocade Communications Systems,Inc. Other brands, products, or service names mentioned are or may be trademarks
or service marks of their respective owners.
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ran pprova
All new external pieces and revisions
must undergo branding review before
printing or publishing, and should bee-mailed to branding brocade.com.
In most instances, we will provide
either approval or changes needed
comments within 24 hours. Incalculating 24 hours, please allow for
weekends, holidays, and different time
zonessomething received Friday in
San Jose, CA, will be turned around by
Monday of the next week.
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e roca e orporate gnature
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gnature ements
The Brocade signature is a visual representation of our agility,
courage, and ability to empower people with information.
The signature visually establishes our presence and should appear
on all external communications materials. Always reproduce the
signature using the digital artwork available from the Brocade- . .
attempt to redraw or alter this artwork in any way (see page 13).
Corporate Signature
Our corporate signature is a combination of the Brocade word mark
and the B-wing logo. The signature can be scaled up or down as an
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proportional relationship and should not be resized individually.
Word Mark
The word mark is bold, confident, and straightforward, visually
supporting the B-wing logo without upstaging it. It is always black
or white but never red.
B-wing Logo
The B-wing logo evokes a pair of wings that also forms the letter B.
The B-wing logo is a vibrant and energetic red, the color ofperformance, courage, and confidence.
To request the logo, please e-mail logorequest@brocade.com.
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eg stere ra emar es gnat on
Signature Artwork with Registered Trademark
The preferred usage of the Brocade signature and B-wing logo
is always with the registered trademark designation. The mark
always appears at the top and to the right of the B-wing logo
and is the same color as the B-wing logo.
The registered trademark is in a fixed size and position in
the master artwork and should retain this relationship.
Note that in the B-wing logo artwork, which excludes the word
mark, the size and position of the registered trademark have
been adjusted to accommodate reproduction at larger sizes.
Signature Artwork without Registered Trademark
The signature and B-wing logo should always appear with
the registered trademark designation unless the design
is constrained by reproduction techniques of special
applications (such as embroidery, engraving, embossing,
or signage). In these cases, you can use the artwork without
the registered trademark.
Note that the registered trademark never appears with the
word mark. Also, the word mark should never be used as a
standalone graphic, and must always be used in combinationwith the B-wing logo.
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o or ar at ons
The word mark and B-wing logo must always be reproduced
from master artwork in the designated colors. The word
mark is only in black or white but never red. The B-wing logo
can be red, black, or white.
Two-Color Positive
The word mark appears in black with the B-wing logo in
Brocade Red. This is the preferred color variation of the
corporate signature.
Two-Color Reverse
The word mark reverses to white, but the B-wing logo
.
One-Color Reverse
Both the word mark and B-wing logo reverse to white. You
can place this version of the signature over Brocade Red,
black, dark gray, or imagery.
One-Color Positive (Black)
Both the word mark and B-wing logo appear in black.
One-Color Positive (Brocade Red)
The B-wing logo appears in Brocade Red. Note that the
signature and word mark never appear in a one-color
Brocade Red version. The B-wing logo is the only element
to appear in color.
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ear pace an n mum ze
Clear Space
Clear space is the area surrounding the signature that must
always be free of any text or graphic elements (with the
exception of the symbol), ensuring that the signature is
visually prominent. The guidelines to the right illustrate the
minimum clear space requirement.
We define the minimum clear space by the measurement Y,
which equals the height of the word mark and is required on
each side of the signature. Minimum clear space is built into
all signature artwork. Whenever possible, allow for more clear
space than the minimum requirement shown here.
Minimum Size
To ensure the clarity and integrity of the signature, we require
a minimum reproduction size. In exceptional cases, smaller
sizes might be necessary for certain printing and reproduction
methods. In such instances, remember that legibility should
always be the top priority.
A width of inch is the minimum size for the signature in all
applications. Do not reproduce the signature smaller than this
required minimum size.
A width of inch is the minimum size for the word mark and
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signature elements smaller than this established size.
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ncorrect sage
Altering or changing the signature in any way weakens the
power of the image and what it represents. We show some
common misuses here.
1. DO NOT change the word mark font
1 7
.
3. DO NOT change the orientation of signature components
4. DO NOT alter the B-wing logo in any way
5. DO NOT use the B-wing logo as a letter or character3 9
6. DO NOT change the position of signature elements
7. DO NOT change the colors of signature elements
8. DO NOT add texture or patterns to the signature
4 10
.
10. DO NOT place the B-wing logo in a shape
11. DO NOT use the word mark as a standalone graphic
12. DO NOT use the logo as an animated graphic element5 11
6 12
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ac groun sage
The Brocade signature must always be clear and legible.
Use the two-color positive signature whenever possible.
When placing the signature against a photographic
background, you can use the one-color or two-color reverse
signature if there is insufficient contrast for the two-color.
Do not place the signature against a busy photographic
background that compromises legibility of the words.
Avoid using a black Brocade signature on a red background.
White on red is more legible.
Please note that the guidelines established for signaturebackground usage also apply to the word mark and B-wing
logo when used separately.
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gnature ements eparate
Although the Brocade word mark and B-wing logo must appear
on all communications pieces, they can be used outside of
the core signature configuration in limited circumstances. In
general, when the signature elements are separated from one
another, both must still appear on the communication and
maintain a consistent size and position relationship.
In certain applications such as merchandise, the B-wing logo can
appear alone, but the Brocade word mark must never appear
without the B-wing logo. The B-wing logo should never be used as
part of a word in replacement of the letter B.
Size Relationship
The widths of the word mark and B-wing logo are always equal
when used outside the signature configuration. When makingthe B-wing logo and the word mark the same width, remember
that the associated with the B-wing logo is not included as part
of the measurement. The falls outside this configuration.
Position Relationship
Always place the B-wing logo in the upper right of a layout, color
block, or imagery block. The word mark should appear either
to the left or below the B-wing logo and align either horizontally
with the top of the B-wing logo or vertically with the B-wing logo.
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the deliverable: either on the background or within the title block
(all in or all out of the color block). For example, when the word
mark is within the title block, also place the B-wing logo in that
area.
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ncorrect sage
When using the word mark and B-wing logo separately,
be sure to maintain the size and position relationship.
Some common misuses are shown here.
1. DO NOT place the B-wing logo so that it touches a color or
imagery block
DO NOT position the word mark where it is not aligned
vertically with the B-wing logo
DO NOT place the B-wing logo in the imagery block and the
word mark in the color block; place both either inside or
outside the color block
2. DO NOT place the word mark above and/or to the left of theB-wing logo
DO NOT show the word mark in Brocade Red; the word mark
is always white or black3 4
DO NOT show the B-wing logo in Brocade Red on a dark
gray background
3. DO NOT place the B-wing logo on the left of a layout
DO NOT place the word mark on the lower left of a layout
4. DO NOT increase the size of the B-wing logo or the word
mark beyond the width of one grid section (see page 32)
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o- ran ng
The Brocade logo should typically appear on the bottom right or
top right of a deliverable. When placed with another companys
logo, the Brocade logo should be the same size: neither more
nor less dominant.
If you need a Brocade logo, please e-mail. .
Send all external-facing, co-branded materials to
branding@brocade.com for approval.
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o or
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o or a ette
Color adds vibrancy and promotes name and brand recognition.
The Brocade color palette, especially the strategic use of the rich
Brocade Red, conveys our brands directness and simplicity.
Our colors are divided into primary and secondary palettes.
Each color creates a different effect when used alone or in.
signature by adding contrast and variation.
Primary Color Palette
Our primary palette consists of Brocade Red, black, dark gray,
and white.
Secondary Color Palette
Our secondary palette consists of accent colors that complementthe primary colors rather than overpowering or competing with
them. The secondary colors should not be used as background
colors on covers. They are appropriate for graphics and text blocks.
A s ecialized secondar color alette has been develo ed for use
with the corporate PowerPoint template.
Specifications
To maintain consistency in our identity system, it is essential that
our colors are reproduced accurately.
The chart provided on this page indicates color values for the
Brocade color palette, broken down by PANTONE colors, CMYK,
RGB, and hexadecimal values. Use only the color specifications
provided on this page.
DO NOT use tints of these colors.
DO NOT use any color not shown in the Brocade palette.
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s ng o or
Use color to convey a message or to create a particular mood.
Because the relationship between imagery and color is critical,
choose colors that complement those of the image to create the
most dynamic effect.
Remember to use the primary and secondary colors effectively..
acts as a strong visual accent, highlighting key information.
The secondary colors work well as accents, to differentiate types
of information, or to add richness to a layout. Similar hues create
a more seamless or harmonious presentation. Contrasting or
complementary colors stand out more.
Do not use more than two color blocks on a page. You can applytransparency to color blocks placed over an image so that the image
is not obscured.
A specialized secondary color palette has been developed for use
.
Corporate PPT presentation color palette
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ypograp y
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ypograp c ty e
Typography is an essential part of our brands personality. It helps
differentiate us from our competitors. Think of typography not only as
a communication vehicle but also as a design element. The color,
contrast, size, and placement of typography can enhance design as
long as legibility is maintained.
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and clean. The Franklin Gothic font family is versatile and
contemporary, allowing flexibility across many applications.
The Brocade word mark is set in uppercase Franklin Gothic Medium,
which reflects the perfect balance of receptiveness and confidence.
When using "BROCADE" in a headline or uppercase body copy, it must
appear in a different font weight than the word mark.
Arial is our primary font for uses where our corporate typeface is
not available, such as general desktop office applications and
HTML text.
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s ng ype
Titles
The preferred font for titles is uppercase Franklin Gothic
Medium or Demi. However, because the Brocade word mark is
set in uppercase Franklin Gothic Medium, in headline usage
BROCADE must be rendered in Franklin Gothic Book or Demi.
When a title is more than 10 words, you can use either sentence
or title style. Titles and subtitles do not end with periods.
Title Blocks
Indent titles on data sheets and white papers. Otherwise, place
titles within a block filled with color from the primary palette
, .
text bleeds off the left edge of the block. Never bleed title blocks
top, bottom, or right.
When a solid color title block is placed over a background image,
title text should appear in a color from the primary palette that
closely matches the image background that is adjacent to the title
text. You can apply transparency to color blocks placed over an
image so that the image is not obscured.
Subtitles
The preferred subtitle font is Franklin Gothic Medium or Demi,either sentence or title case. Subtitles can be set in Brocade Red.
Titles and subtitles do not end with periods.
Indent subtitles from the title when the title bleeds off the edge.
Otherwise (in documents such as data sheets and white papers),
subtitles left-align with the title, and the body copy left-aligns with
the title block.
Body TextThe preferred body text font is Franklin Gothic Book. All text is flush
left with a right rag, never centered or justified. Remember: lean
and full of integrity, so white space is good.
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magery
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otograp c ty e
Brocade develops extraordinary solutions that help our customers
and partners meet real challenges every day. The content,
composition, and style of our imagery reflects the realism of the
daily technology issues faced by our customers, the efficiency and
flexibility of our responsiveness to partners, and the exceptional
nature of our products and services.
Our images are natural, unstaged, and true to life. Lighting, color,
composition, and style are realistic, and subjects appear unposed.
At the same time, our images are clean and sophisticated, and are
elevated above the mundane by providing visual interest through
dramatic cropping, dynamic perspectives, unexpected angles, and a
sense of motion and speed when appropriate.
The Brocade image library comprises three categories: GeneralBrand Imagery, Customer-Focused Imagery, and Product-Focused
Imagery. The library is warehoused in the Brocade online media
collective on Widen, http://brocade.widencollective.com. Contact
Creative Services at creativeservices@brocade.com for more
n orma on or o e se up w an accoun .
If you are unable to find suitable imagery on Widen, please
contact Creative Services at creativeservices@brocade.com
for assistance.
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enera ran magery
This imagery sets the tone for Brocade materials, embodying the
core of the brand. It focuses on impressive implementations of
architecture, engineering, effort, or design.
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ustomer- an ro uct- ocuse magery
Customer-Focused Imagery
This imagery targets and represents the people who are impacted
by our productsmodern, forward-thinking individuals who are
empowered by Brocade technology.
We sometimes show people at a moment of inspiration to highlightthe enabling effect of Brocade technology. Customers should
appear professional, not casual or playful. Do not use people with
their backs turned.
Product-Focused Imagery
General product imagery should be dynamic in point of view, using
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Specific product photography shows our products at the requiredangles, on a white background, with a slight drop-shadow beneath.
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s ng magery
To ensure effective communication, imagery must be bold, dynamic,
simple, and direct.
Layouts should be clean, lean, and full of integritywith more white
space in general, and with intuitive flow to guide the reader to the focal
points of the document.
Blocks of primary Brocade color can appear on top of full-bleed or
silhouetted imagery to allow for text. You can apply transparency to
these blocks so that the image is not obscured. You can also use blocks
of imagery over fields of white.
Remember to maintain legibility when placing typography over
imagery. Typography should knock out to the background color.
When considering legibility, remember to use minimal wording in
color blocks.
Imagery is a dynamic way to bring visual energy to our communications,
and is an important consideration when designing Brocade materials.
-,
Branding team at branding@brocade.com.
Note: When sending out proofs with pictures that are not yet final,
please put either FPO or For Position Only on them so reviewers
understand that the images are not final.
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om n ng t e ements
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verv ew
To establish a strong visual presence, we have created a
look-and-feel system to build brand recognition and to
create a competitive advantage.
Our customers, partners, and employees encounter the
Brocade brand through many different media types, such, , .
correct use and expression of the identity. You can help
ensure the longevity and integrity of our brand by
following these guidelines.
All document names should follow best-practice file
naming conventionsincluding product name, product
category name (or OEM name), type of document, and
revision number. If you have any questions on file naming
conventions, please e-mail Creative Services at
creativeservices@brocade.com.
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o atera
All of our communications should show courage and simplicity.
Keep in mind that courage doesnt always mean large or busy
visuals. Often, courage can be suggested most effectively by
simple, clean communicationjust a few colors and elements
placed strategically. Visuals should remain uncluttered and to
the point.
Templates are available for a variety of standardized Brocade
material in Adobe InDesign and Microsoft Word for standard
corporate use. Always use the approved templates.
Microsoft Word templates are available for:
Letterhead
Memos
Faxes
Adobe InDesign templates are available for:
White Papers
Data Sheets
CD Labels and Covers
Brochures
Solutions Briefs
Success Stories
Note: We need print ready-PDFs for printing as well as lower-
resolution PDF files (usually the final proofing copy) to post to
our intranet and Internet sites (contact Creative Services if you
need more information).
For any branding questions, please e-mail
ran ng roca e.com.
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as c r
Grids are essential in maintaining the identity system.
Use grids to properly place all graphic elements in order
to maintain consistency across communications and to
establish a hierarchy of information. Using a grid ensures
that all elements and information are organized in a way that
is visually pleasing and accessible.
The grid divides a full page into three columns and six rows.
The same basic grid structure applies to both U.S. and ISO
sizes and is used for both single- and double-page spreads.
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ncorrect sage
The visual identity system is an essential part of the Brocade
brand. Take care to ensure correct and consistent use in every
application. This will help create a much stronger brand. Some
common misuses are shown here.
1. DO NOT extend a color or imagery block across a layout
DO NOT have a color block bleed off more than one side
of a page, and only bleed left or right, not top or bottom
DO NOT place the word mark and B-wing logo on the left
of a layout
DO NOT use multicolored or visually confusing imagery
(refer to Imagery Style before selecting imagery)
2. DO NOT obstruct or cover up the main subject matter of
an image with a color block
3 4
c ange e s ape o a e oc o any ng
other than a square or rectangle
3. DO NOT use more than two color blocks in a layout
DO NOT use color or imagery blocks only to contain
identity elements or content
4. DO NOT use a color from the secondary color palette as a
background color or dominant color like a color block that
would cover more than 25 percent of the page
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es gn ng to ontent
Brocade produces many different types of communications
piecessome with more content than others. The full
expressive range of the identity system is easier to use in
deliverables with a lot of visual space.
When space is limited because of content, you might need to. - ,
data sheets, use only essential elements. The key is to keep
the visual communication simple and clean.
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-ma emp ates
Delivering a quick read is critical for e-mail communications.
Our customers are busy. They want relevant information delivered
concisely. Use the headers and sidebars in your HTML e-mails to
summarize and provide the most critical content immediately.
Use the framework inherent in these e-mail templates to segment
.
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Email Signatures
When creating a signature, it is important to follow the instructions outlined
on the Email Signature Guidelines page on the Brocade Intranet. A link to
these guidelines is available from the Marketing Resources page.
NOTE: Please remember the appropriate way to write our company name
is Brocade (Not BROCADE or Brocade Communications). Our full name,
Brocade Communications S stems Inc. is onl used in le al
Your Name HereSr. Manager, Creative Services
Brocade
130 Holger Way, San Jose, CA 95134
T . +1.408.333.XXXX M. +1.408.333.XXXX
www.brocade.comcommunications. Also, when using the logo signature graphic, the correct
version is the one with the not the TM.
. .
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ower o nt
Our PowerPoint template contains a variety of slide layouts and
instructional slides. The template is formatted with a customized
Brocade color palette that has been optimized for presentations
and includes example slides and a grid for creating consistent and
dynamic presentations.
,
template. The most recent version is always posted on the
Marketing Resources page of the Brocade Intranet, or you can
contact Creative Services at creativeservices@brocade.com .
Do not use PowerPoint with black backgrounds: dark backgrounds
are reserved for keynote presentations.
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EmblemsOverview
Brocade emblems are awarded to corporate partners, developers, and
individuals who have achieved Brocade certification. The emblems are
designed to be distinctive and instantly recognizable.
The B-wing logo anchors the emblem, the colored tab on the left
identifies the relevant Brocade program, and the notches indicate the
.
the emblem is a flat screen of gray to allow for visibility on both light
and dark backgrounds, although in some cases the highest levels of
partnership/certification are also distinguished by a metallic sheen
and/or contrasting color.
Always reproduce emblems using the digital artwork available on the
Widen library at http://brocade.widencollective.com . If you need Widen
access, please contact creativeservices@brocade.com. If you have any
questions, please contact branding@brocade.com.
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EmblemsProgram Differentiation
There are four programs through which emblems can be awarded:
Education Program
Education Partner Program
Alliance Partner Network
Technology Alliance Partner Program
The emblems for each program are distinguished primarily by colored
tabs: green for the Education Program, dark gray for the Education
Partner Program, beige for the Alliance Partner Network, and blue for
the Technology Alliance Partner Program.
A fifth set of generic emblems, characterized by a notchless light gray
Education Program emblem
tab, serves to identify one-off programs or partnerships.
To request an emblem tailored to an additional program or partnership,please e-mail branding@brocade.com.
Education Partner Program emblem
Alliance Partner Network emblem
Generic emblem
Technology Alliance Partner Program emblem
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EmblemsPartnership/ Certification Level
The emblems use a notch system to indicate the partnership or
certification level that has been awarded. The higher the level of
partnership or certification, the greater the number of notches on
the emblem.
In some cases, the highest levels of partnership/certification are
Notch
rather than the standard flat screen of gray. The absence of notches
indicates a single-level partnership/certification program.
Highest level within program
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EmblemsUsage Online and in Presentations
When used online and in Microsoft Office files such as PowerPoint,
RGB-specified emblem artwork should be used. The minimum size for
such applications is 160px wide (2.22 inches in Microsoft Office). The
minimum clear space is equal to of the width of an emblem20px
(0.28 inches) for an emblem that is 160px wide.
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EmblemsUsage in Print
For print purposes, PMS- or CMYK-specified emblem artwork should be
used. The minimum size of an emblem reproduced in print is 1.5 inches
wide. The minimum clear space is equal to of the width of an
emblem0.1875 inches for an emblem that is 1.5 inches wide.
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ra e ows
Our trade show properties are designed to
physically convey the dynamic nature of
Brocade as a company. We use the walls to
communicate big ideas while ensuring there
is plenty of space to interact with our people.
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gnage
Corporate signage should adhere to the usage requirements
for our company signature. In these applications, you can
use the signature artwork without trademark registration.
In some instances, when space or structural integrity is a
concern, a modified version of the logo signature can be
. ,
headquarters campus and requires prior approval from the
Branding team (branding@brocade.com).
Restricted-space version for building signage at San Jose HQ
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erc an se
When developing branded merchandise, always select items
and materials that reflect the caliber of our brand. Whether for a
promotional purpose or a gift, the item should reflect the
audience and the value of the Brocade brand.
In certain applications you can use the B-wing logo
, .
Always submit merchandise designs to branding@brocade.com
for approval.
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na otes
All design vendors should check with Creative Services to ensure
that they are using the correct Brocade design templates and
adhering to Brocade production requirements.
As Brocade Brand Experts, we are all responsible for building
awareness and representing the Brocade brand in the most
.
Following these guidelines will help ensure consistency and
high quality across the full range of Brocade marketing materials
we create.
If you have any questions or suggestions about these guidelines
or Brocade brand materials, e-mail branding@brocade.com.
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2011 Brocade Communications Systems, Inc. CONFIDENTIALFor Internal Use Only
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