branding guidelines 4-21-11(2)

8/6/2019 Branding Guidelines 4-21-11(2)

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CORPORATEGUIDELINES

April 2011

CONFIDENTIALFor Internal Use Only


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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,

, .

CONFIDENTIALFor Internal Use Only 2


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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

[email protected].

, . .

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

. , -

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 [email protected].



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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

[email protected] 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.

, , ,

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 [email protected] 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 [email protected]

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

- .

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 [email protected].

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

[email protected].



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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 [email protected] .

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 [email protected]. If you have any

questions, please contact [email protected].



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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 [email protected].

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 ([email protected]).

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 [email protected]

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 [email protected].



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2011 Brocade Communications Systems, Inc. CONFIDENTIALFor Internal Use Only

branding guidelines 4-21-11(2)

Documents