odm windows packaging guide to the odm windows packaging guide! this guide contains important...

ODM

Windows

Packaging

GuideMarch, 2016

Microsoft Confidential

Welcome to the ODM Windows Packaging Guide!

This guide contains important Windows 10 and Office brand

elements and guidelines to help tell our brand story together.

Referencing the Windows Product Name

In text such as headlines and body copy, OEMs should

reference all Windows Products as “Windows 10”, except

Windows 10 Mobile. Windows 10 Mobile should be referenced

as “Windows 10 Mobile”.

In body copy, OEMs may only reference the specific Windows

Product name when delivering system specification that are

exclusive to the particular Product. The following product

names may be referenced:

• Windows 10 Home

• Windows 10 Pro

• Windows 10 Mobile

In Line Lists, the specific SKU must be defined. The following

product names may be referenced:

• Windows 10 Home

• Windows 10 Pro

• Windows 10 Mobile

Enterprise product may be referenced as follows, and only in

conjunction with the product preinstalled on the Device:

• Windows 10 Pro (Windows 10 Enterprise available with a

Volume Licensing Agreement)

• Windows 10 Mobile (Windows 10 Mobile Enterprise available

with a Volume Licensing Agreement)

Do this

Do not

All words must start with a capitalized letter except for prepositions, such as with and for.

Do not state “windows 10”. Windows operating system must start with a capitalized letter

in a Line List.

Include spacing where applicable. Do not state “Windows10”.

The full Windows Product name must appear on the same line and must never be split

or word-wrapped.

Always use the numeral 10. Do not spell out “ten”. The number 10 must not be localized

in writing.

Within a given market, the number 10 should be pronounced in the same manner that

the version numbers are typically pronounced in other Microsoft Products, such as

“Internet Explorer 11”.

Where you include a trademark footnote to give notice of your own trademarks or third-

party trademarks, you must add the following wording to the trademark footnote when

referring to Windows 10 “All other trademarks are the property of their respective

owners.”

≠ Never refer to the Product simply as: 10. Windows must always be included in the

Product name.

≠ Never abbreviate Windows 10. For example, do not state:

• Win 10”

• “W 10”

• “Win 10 Pro”

≠ Windows 10 Mobile must not be referenced as “Windows Phone.”

≠ Do not include Microsoft in the name. The Product is Windows 10, not Microsoft

Windows 10.

≠ Do not use Windows 10 in the possessive (e.g. do not state “Windows 10’s security

features are impressive”. State “The security features of Windows 10 are impressive”.

Localized Windows Product Names

If the Windows Product names are not provided in the localized

languages, OEMs must use the English Windows Product

names.

Language Windows 10 Home

Chinese (Simplified CN) Windows 10 家庭版

Chinese (Traditional TW) Windows 10 家用版

French (FR) Windows 10 Famille

French (CA) Windows 10 Famille

Russian Windows 10 Домашняя

Language Windows 10 Pro

Chinese (Simplified CN) Windows 10 专业版

Chinese (Traditional TW) Windows 10 專業版

French (FR) Windows 10 Professionnel

French (CA) Windows 10 Professionnel

Language Window 10 Enterprise

Chinese (Simplified CN) Windows 10 企业版

Chinese (Traditional TW) Windows 10 企業版

French (FR) Windows 10 Entreprise

French (CA) Windows 10 Entreprise

Russian Windows 10 Корпоративная

Language Windows 10 Enterprise LTSB 2015

Chinese (Simplified CN) Windows 10 企业版 2015 长期服务

Chinese (Traditional TW) Windows 10 企業版 2015 長期維護

French (FR) Windows 10 Entreprise 2015 LTSB

French (CA) Windows 10 Entreprise 2015 LTSB

Russian Windows 10 Корпоративная 2015 с долгосрочным обслуживанием

Language Windows 10 Mobile

Chinese (Simplified CN) Windows 10 移动版

Chinese (Traditional TW) Windows 10 行動裝置版

Language Windows 10 Mobile Entreprise

Chinese (Simplified CN) Windows 10 移动企业版

Chinese (Traditional TW) Windows 10 行動裝置企業版

French (FR) Windows 10 Mobile Entreprise

French (CA) Windows 10 Mobile Entreprise

Russian Windows 10 Mobile Корпоративная

Referencing the Office Product Name

Office The first mention of “Office” in body copy must be

referenced as “Microsoft Office”.

After the first mention, Office may be referenced as:

• Microsoft Office

• Office

• The latest version of Office

Office is a brand, not a version. Never refer to Office as “Office 2016”.

Office Products

Office Products must be referenced with the

version year, for example:

• Office Home & Business 2016

• Office Professional 2016

Office 365

Office 365 is a sub brand of Office that reflects Office as a

service and include traditional Office apps and cloud-

based services.

The first mention of “Office 365” in body copy must be

referenced as “Microsoft Office 365”.

After the first mention, Office 365 may be referenced as:

• Microsoft Office 365

• Office 365

Office 365 SKUs

Office 365 SKUs should be referenced as follows:

• Office 365 Home

• Office 365 Personal

Office Mobile Apps

The Office apps must be referenced as follows:

• Word Mobile

• Excel Mobile

• PowerPoint Mobile

Line Lists

When used in Line Lists, Office 365 SKUs, Office

Products and/or Office Trial must be referenced

on its own on a separate row after the Windows

mention.

Office 365 Disclaimer

Office 365 Home and Office 365 Personal have

non-commercial rights and are meant for personal

use only. If the Office 365 SKUs are being marketed

to small or mid-size businesses (SMB), the following

Footnote Disclaimer must be included: “Office 365

<SKU> has non-commercial use rights, for personal

use only.

Office should not be mentioned as “Free” or

“Included for Free” in Advertising Activities. !

“Office Included” label

When to use

The “Office Included” label is available for OEM partners to

use where a device or SKU price shown includes Office.

Alternate text

If you don't use the label, the alternative text is still required

in PC spec or line list on packaging: “Includes 1-year Office

365 Personal Subscription.”

Usage guidelines

When the label is used, the full Office SKU name must be

included somewhere in the text e.g. within the “line list” of

product specifications.

Color options

From the label options available, select the label color which

works best with your creative from the options provided.

Ensure clear contrast between the art and colors of your

communication and the label asset. In other words, if your

communication uses colors similar to our Office orange,

consider using the black version. Do not change the color of

the assets provided.

For Devices with Office Line List and Messaging Requirements

• Appropriate messaging must be provided to resellers, distributors for use in advertisements, marketing materials, point of sale materials, and communications to end customers.

• Office should have a separate row after the Windows mention, when used in Line Lists (print and online).

• Windows 10 Device(s) including Office or Office Mobile should display the “Office Included” label on the Device box packaging .

• Windows 10 Device(s) must never be marketed with Office using the messaging “comes with Free Office” or “Free Office included.”

Office Coverage Device + Office Expiration Date Messaging Guidance

Office Single Image with Office 365 Device with Office 365, Activation Card,

ESD or Full Packaged Product (FPP)

• None Messaging: “Office 365 Personal 1-year subscription included. Office activation

required.”

Line List: Office 365 Personal 1 year*

* Activation required

Office Single Image with Office 365

AFO

Device with Office 365 AFO • Within 6 months of Windows

activation date

Messaging: “Office 365 Personal 1-year subscription included.*”

*”Activation required within 6 months of Windows activation.”

Line List: Office 365 Personal 1 year*

* Activation required with 6 months of Windows activation date

Device with Office Single Image with

no Office License

Office 365 1-month trial • 1-month trial Messaging: “Buy Microsoft Office”

Line List: “1 month trial for new Microsoft® Office 365 customers”

Office Mobile Device with Office Mobile • None Messaging & Line List:

• Device with Windows 10 Mobile OS: “Includes Word, Excel, PowerPoint and

OneNote apps.”

• Device with a display size up to 10.1 inches: “Includes Words Mobile, Excel

Mobile, PowerPoint Mobile and OneNote.”

• Device with a Fixed Storage Drive with less than 32 GB: “Includes Word

Mobile, Excel Mobile, and PowerPoint Mobile for reading only. Office 365

subscription required to unlock full create and edit capabilities.

Device with full Office 2016 included in

the price of device

Device with Office 2016 • None Messaging & Line List: “Office <SKU name> included"

Device Packaging Guidelines

Follow this packaging guidance to ensure proper

branding and visibility of the software and

services included in your device.

Device Packaging

Device packaging should include the following

elements:

• Windows 10 Logo

• “Includes Office” Labels

• PC Line List

• Partner Logo

• Product Image

• Product Name

• Features

PC Line List

• The PC Line List consists of the software and

services included in the device. It is placed on

the device package. The Line List must

contain the following copy, in order and

verbatim.

Do this

Do not

Highlight the device on the front of the box.

Use the Widows logo as an endorsement on the front of the box and follow the logo placement guidance

Use the “Includes Office” Label to communicate Office comes with the device.

Use a Microsoft approved Windows screenshot if a device display is shown. Follow screen customization

guidelines.

Use approved Windows product messaging to highlight features. Recommend placing on front of box.

Include approved copy for Line List.

≠ Use Windows brand colors on packaging outside of the logo.

≠ Alter Windows brand elements.

≠ Mimic existing Microsoft, Windows, or Surface packaging.

≠ Mention or refer to a non-Windows OS or a device running a non-Windows OS.

≠ Cover the screenshot with other iconic elements or messaging.

≠ Market the device as “comes with Free Office” or “Free Office 365”

≠ Ship the Office 365 Personal Activation Card outside the device packaging to any OEM Distributor or

Reseller.

≠ Market the Office 365 Activation Card outside of the device.

Tablet packaging mockup

Front Back

Tablet packaging mockupOverview

Windows device packaging may only be used in marketing

related to offering of a device preinstalled with Windows products

(when a customer will receive the actual Windows product box).

1. Device name

2. Screen

If displaying a Windows screen on the device, use the Windows

hero desktop screenshot. Do not alter the artwork provided: do

not change the color, and do not skew or stretch the shape of

the asset.

3. Windows logo

Use the Windows 10 logo preferably in Pantone 3005 on a

white background. For other colors, size, placement, and

logo clearance space guidance refer to the page 3 to 6 of

this document. Trademarked version of logo should only

appear on packaging box.

4. General Device Messaging

5. Windows Form Factor Messaging

Use the appropriate Windows Form Factor Messaging

available in the Appendix of this document.

6. "Office included” label, chipset logo, and 1st/3rd

party apps Place Office logo, chipset logo, and 1st and

3rd party apps here. Up to four logos may be placed in

this area.

7. Partner logo

5 6

7

1

1

4

5

3 3

21

1

2

6

All assets can be downloaded on OMAP site https://omap.microsoft.com/

https://omap.microsoft.com/

Generic tablet template

5 6

7

1

4

5

63 3

21

2

1

1

Overview


related to offering of a device preinstalled with Windows

products (when a customer will receive the actual Windows

product box).

1. Device name

2. Screen




the asset.

3. Windows logo













this area.

7. Partner logo



Generic 2-in-1 template

5 6

7

1

5

63 3

21

4

2

1

1

Overview




product box).

1. Device name

2. Screen




the asset.

3. Windows logo













this area.

7. Partner logo



Generic laptop template

1

1

5 6

7

1

4

5

63 3

21

2

Overview




product box).

1. Device name

2. Screen




the asset.

3. Windows logo













this area.

7. Partner logo



Activity Guidelines: Print Advertising

Print Advertisements are customer print publications featuring a

single page, a dual-page spread, or fold-out page such as

newspapers, magazines, direct mail, circulars, brochures,

catalogs and flyers.

Activity Requirements

Print activities may include the Drop in Box Template, or other

print activities featuring one or multiple pages. The following

should be included in the activity as it is intended to be viewed

(e.g. single page, or fold-out):

❶Windows Logo

❷ Approved Screenshot on every display shown

❸ Messaging

Activity Guidelines: Events

Event activities are customer-facing events designed

to announce news, generate demand, and showcase

Windows Devices. Activities include interactive

events such PR/Channel Events, Tradeshows,

Roadshows, Street Teams, Stunts, and Customer

Demo Days.

Activity Requirements

Event activities may include printed materials, booth

and stage design, signage, and demo videos. The

following should be included in the activity:

❶Windows Logo

❷ Approved Screenshot on every display shown

❸ Messaging

Booth must feature at least one Windows Device and

must include Signage.

Windows Devices should be accessible for the

customer to experience. If the Devices are not

powered on, a Windows screen cling should be

attached to represent the Device. A retail demo may

also be used to display the Windows Devices.

Appendix

7-29 Launch Primary ScreenshotsThe largest Device display must have the Primary Screenshots. For the full JS Screenshot guidelines, see page 24 – 28 of Jumpstart 2016 Guide.

Please note that the background image must not be customized.

All Screenshots must be used with the below Screenshot disclaimer, in addition to the feature specific

disclaimers:

“Screens simulated, subject to change; Apps sold separately, availability may vary.”

Available Versions

• Desktop 16x9

• Laptop 16x9

• Cortana

• No-Cortana

• Tablet 16x10

• Tablet 10x16

• Cortana

• No-Cortana

• 9x16 • Cortana

• No-Cortana

Start - Phone

Mini Start Desktop

Available Versions

7-29 Launch 7-29 Launch

Available Versions

Start - Tablet

Mini Start Laptop

https://myoem.microsoft.com/oem/myoem/en/topics/Licensing/roylicres/ost2016/Pages/DP-OST201WinJmpstrtandMDAMEG2016FinalRL.aspx

Secondary ScreenshotsContinuum Desktop Mode & Tablet Mode Cortana

Disclaimer: Cortana available in select markets; experience may vary

by region and device.

Continuum-Entertainment Continuum-Productivity

Disclaimer: *External monitor must support HDMI input. [If Continuum-compatible accessory is not included, add: “Accessories

sold separately.”] **App availability and experience varies by device and market. Office 365 subscription required for some

features. ¹Limited to select premium phones at launch.

Secondary Screenshots cont.Multi-doing Microsoft Edge

Uniquely Yours – Windows Hello

Disclaimer: Windows Hello requires specialized hardware,

including fingerprint reader, illuminated IR sensor or other

biometric sensors.

Store

See page 24 – 28 of Jumpstart 2016

Guide for the full JS Secondary

Screenshot guidelines.

Please note that the background image

must not be customized.

All Screenshots must be used with the

below Screenshot disclaimer, in addition

to the feature specific disclaimers:

“Screens simulated, subject to

change; Apps sold separately,

availability may vary.”

There are more Secondary Screenshots

than ones being shown here. Please

check https://omap.microsoft.com.

Disclaimer: Feature and app availability and experience may

vary by market and device.

Disclaimer: Hardware dependent

https://myoem.microsoft.com/oem/myoem/en/topics/Licensing/roylicres/ost2016/Pages/DP-OST201WinJmpstrtandMDAMEG2016FinalRL.aspx

Secondary Screenshots Customization

If a specific screenshot is not available or localized in a particular

region, a customized Secondary Screenshot may be created in

accordance with the Secondary Screenshot Customization

Guidelines, and ensuring that the screenshot represents actual in-

use functionality of the Product:

OEMs may create a screenshot of the following approved

Windows Store and Built-in Modern apps: Calendar, Camera,

Mail, OneDrive, Photos, and People.

Microsoft will provide pre-approved localized screenshots for Bing

apps, Internet Explorer, Office apps, Skype, and Xbox apps that

should be used in all Activities. However, in instances where the

screenshots provided do not support the overall message or value

prop of the ad, OEMs may work with the respective Microsoft

Product Group to create a custom screenshot. For custom

screenshots, the below process should be followed:

OEMs must work directly with their Account Marketing Manager

and the respective Microsoft Product Group prior to creating the

screenshot. This process can take up to six business weeks or

longer. OEMs must plan for this lead time in their creative or

campaign schedules as it varies by selling seasons, product

groups, and Product release schedules.

OEMs may create a screenshot of 3rd Party Apps or OEM 1st Party Apps

only if:

A comparable Microsoft app is not available.

It is critical to the overall creative/messaging of the Activity.

It cannot be fulfilled by the Microsoft app customizations or Microsoft-

provided preapproved screenshots.

Apps are available to download at the time the Activity is in market.

Pre-approved by Microsoft.

OEMs may not:

Create Secondary Screenshots that contain third- or first-party logos

that are not part of the app user interface.

Create Secondary Screenshots that show the desktop background.

OEMs are required to include certain disclaimers depending on the app

being shown in the Secondary Screenshot and the Device on which it’s

shown. OEMs are responsible for obtaining usage rights for all custom

content shown within the app screenshots. Customized screenshots may

require OEMs to purchase the rights to use the image in marketing prior

to execution.

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