Professional Documents
Culture Documents
Brandbook Cisco
Brandbook Cisco
Brandbook Cisco
Introduction
Great companies are built on strong So what is a brand? Simply put, a Ideally, our customers’ perceptions
brands that influence customer choice brand is a constellation of experiences of Cisco should align with our own
and build loyalty. A strong brand is perceived in the heart and mind of aspirations. We aspire to be a company
a competitive asset — one that can the customer. Every time a customer that brings people together, using
improve market position and contribute engages with your company, these the most innovative technology in the
to company profitability. When the experiences grow. At Cisco our brand is world. When our customers share
essence of a brand is understood a promise we make to our customers — a that vision, our branding efforts will
within a company, it can serve as a promise we strive to fulfill at every point be successful. To reach that goal
source of inspiration, excitement, of customer interaction. For employees, requires active and purposeful brand
and employee satisfaction. the brand promise is reflected in their management. We begin by defining
daily work experience. what our aspirations are; these are
the perceptions we want our
customers to have.
States where we are going as a Outlines our commitment to our The characteristics we want associated
company and what we want to be: customers: with Cisco. We have gathered input
The most trusted technology company When customers think of Cisco, they from customers and we know that these
in the world, Cisco is a leader in think of a company that brings people are all characteristics that they believe
delivering personal and business video together by removing the barriers to are important and that could strongly
that transforms life’s experiences. communication. By connecting people affect their purchasing decisions.
Cisco can transform our lives, making Innovative
Brand Stance
us more productive, engaged, Reliable
The single idea we want to own in and powerful. Quality-Driven
our customers’ minds: Trustworthy
Cisco = Effortless
Bringing people together Approachable
Value-Oriented
Personal
Visionary
Cisco communications should The Cisco product and services Interactions with people at Cisco should
always be: experience itself should always be: always make customers feel we are:
You know your audience best. So it’s At first glance, the new Cisco Brand When you are the world’s technology
up to you to decide on the look and Identity System looks revolutionary. It’s leader, you know the only constant
feel that best suits your channel and bold, attention-getting, and surprising. is change. Changing technology,
its communications. Once you decide And it’s designed to evolve far into the expanding markets, emerging media
on what you want to say and how you future. So we suggest implementing platforms. To stay relevant in this
want to say it, you’ll be supported at the system in incremental, evolutionary landscape, the Cisco brand must
every turn with a visual system built to steps. Not all the elements of the change to keep pace with our business
cater to your needs. The flexible tools identity have to be launched in one fell needs. To adapt, we’ve created an
included in this design system will swoop. In fact, we’ve got a considerable identity system designed to evolve.
empower you to build communications amount of brand equity invested in our Vibrant, exciting, and forward-thinking,
to reach the diverse Cisco audience. former brand systems and graphic our visual system is flexible enough to
identity. Our customers know, recognize, let you build Enterprise communications
and trust the Cisco brand. We want to that are fun and dynamic, or create
maintain that trust. Consumer messaging that is clean,
simple, and elegant.
Overlay:
75% Opaque Black
The Cisco logo should work across all PMS 7477 + PMS 187 PMS 7477 Black Reversed
x x
x
Logo minimum size with trademark ™ symbol: 3/4"
Give it space. To preserve the integrity and visual impact of the Cisco logo, Too big, too much. When using the Cisco logo in large-scale formats, Too small, not enough. To ensure that the Cisco logo and its trademark
always maintain adequate clear space around it. The clear space around the it is important only to include the trademark ™ symbol up to 3-3/4." Anything symbol reproduce legibly at smaller scales, only include the trademark
logo is an integral part of its design, and ensures the logo can be seen quickly, larger and the trademark symbol will begin to compete against the mark itself. ™ symbol down to 3/4". The trademark symbol will not reproduce legibly
uncluttered by other logos, symbols, artwork, or text. at any size smaller than 3/4". For all video and on-screen applications, remove
the trademark symbol completely.
LOGO LOCK-UPS
Any text lock-up with the Cisco
logo should be balanced,
meaning equally weighted visually.
Co-branded communications
have other considerations.
Connect Your Employees to
Suppliers and Customers, and
Your Business to the World.
For a small business like yours to communicate
effectively with suppliers and customers in today’s
competitive business environment, you need ready
access to information, updated in real time. With the
LOGO PLACEMENT
The Cisco logo should always
be present on all Cisco-branded
communications, products,
and services; present, but not
domineering, and rarely if ever
miniscule.
LOGO COLOR
Color fill choices should be made
on the basis of context and contrast.
Whatever color fill you apply to the
logo should provide 60% contrast
or better against the background.
foundational palette that work universally #FFFFFF #A7A9AC #9FA1A4 #000000 #005568
Preferred and supplemental base colors Pantone 390 Pantone 7738 Pantone 2925 Pantone 526 Pantone 187 Pantone 1797 Pantone 158 Pantone 115
Cool Warm
When it comes to communicating the COOL — PReferred WARM — Supplemental
rich results that marry well with Cisco’s base extensions complementary
foundation
ANALOGOUS COLOR
An analogous color scheme adds hues and values that are adjacent
to a chosen color on a color wheel. For example, red to orange.
foundation
To help you make effective color choices PReferred ANALOGOUS PALETTES Supplemental ANALOGOUS PALETTES SPLIT COMPLEMENTARY PALETTES
IMPORTANCE OF WHITE
The use of white sets the stage for Cisco’s color to pop. Balanced ratios
of white space can accentuate the vibrancy of bold colors, or elevate the
sophistication of muted tones and monochromatic grays.
With
Palette Application / Thematic Expression
Color
Play Color
—
base analogous extension
—
Typography.
With —
palette transformed into gradient Play
With
Color
Together.
Color
—
—
Together.
palette transformed into gradient
Together.
base analogous extension
Together.
CISCO SANS REGULAR AND Cisco sans OBLIQUE CISCO SANS FONT FAMILY FIGURES
0 &!?:*
Because Cisco is a global company, we CYRILLIC
123
mind we developed the Cisco Sans font абвгдеёжзийклмнопрстухцчшщъыьэєюяѓґғёҗҙ
ӣќқҝҡљңњѳҫђћѣўӯүұҹӌһәџѕіїјѵ
for cross-cultural and cross-platform
use. We provided full Cyrillic and Greek АБВГДЕЖЗИЙКЛМНОПРСТУХЦЧШЩЪЫЬЭЄЮЯ
456789
character sets, in OpenType and TrueType ЃҐҒЁҖҘӢЌҚҜҠЉҢЊѲҪЂЋѢЎӮҮҰҸӋҺӘЏЅІЇЈѴ
абвгдеёжзийклмнопрстухцчшщъыьэєюяѓґғёҗҙ
formats so you can communicate on Macs ӣќқҝҡљңњѳҫђћѣўӯүұҹӌһәџѕіїјѵ
012
and PCs, across Apple OS and Microsoft
GREEK
Windows operating systems. ΑΒΓΔΕΖΗΘΙΚΛΜΝΞΟΠΡΣΤΥΦΧΨΩΆΈΉΊ ΐ Ϊ ΌΎΫΏ
3456
CYRILLIC, GREEK, AND GLYPHS αβγδεζηθικλμνξοπρστυφχψωςάέή ί ΐ ϊ όύώϋΰ
The Cisco Sans font family includes Cyrillic, Greek and glyph characters
in all of the weights, including oblique. These characters are shown here ΑΒΓΔΕΖΗΘΙΚΛΜΝΞΟΠΡΣΤΥΦΧΨΩΆΈΉΊ ΐ Ϊ ΌΎΫΏ
set in Cisco Sans Regular and Cisco Sans Obilque.
αβγδεζηθικλμνξοπρστυφχψωςάέή ί ΐ ϊ όύώϋΰ
78901
OPENTYPE AND TRUETYPE FORMATS BASIC GLYPHS
Cisco Sans is available in both OpenType and TrueType formats.
Optimized for cross-platform functionality, OpenType formats are $ ¢ £ €¥ % ‰ & § @ € ? ! , ; . : “” ‘’ “« ‹ ( { [ # *
preferred whenever possible. / ^ _~ ¤ ¦ § © ª ™ ¬ ® ¯ ° ± ¹ ² ³ ⁴ º ¼ ½ ¾⅓⅔ ÷
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† ‡ № ™ ℮ √ ∞ ∫ ≈ ≠ ≤ ≥ <=> ◊ ∂ Δ Π Σ μ •
…¶ º ← ↑ → ↓ ↔ ↕ ↖ ↗ ↘ ↙ ⋆
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$ ¢ £ €¥ % ‰ & § @ € ? ! , ; . : “” ‘’ “« ‹ ( { [ # *
/ ^ _~ ¤ ¦ § © ª ™ ¬ ® ¯ ° ± ¹ ² ³ ⁴ º ¼ ½ ¾⅓⅔ ÷
† ‡ № ™ ℮ √ ∞ ∫ ≈ ≠ ≤ ≥ <=> ◊ ∂ Δ Π Σ μ •
…¶ º ← ↑ → ↓ ↔ ↕ ↖ ↗ ↘ ↙ ⋆
9 pt. / leading: 12.6 pt. / tracking: 0 A. Different point sizes / same weights A. Subhead and body copy in gray
9 / 12.6
Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed
Cisco Small Lorem Ipsum
diam nonumy eirmod tempor invidunt ut labore et dolore magna Gray
140% aliquyam erat, sed diam voluptua. At vero eos et accusam et 15 pt.
Extra light
Business Solutions. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed
justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea Technology you can trust. diam nonumy eirmod tempor invidunt ut labore et dolore magna
takimata sanctus est Lorem ipsum dolor sit amet. aliquyam erat, sed diam voluptua. At vero eos et accusam et
Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea
diam nonumy eirmod tempor invidunt ut labore et dolore magna takimata sanctus est Lorem ipsum dolor sit amet.
9 pt.
10 pt. / leading: 13 pt. / tracking: 0 Extra light aliquyam erat, sed diam voluptua. At vero eos et accusam et
justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea
Lorem ipsum dolor sit amet, consetetur sadipscing elitr, B. subhead in color / body copy in gray
10 / 13 takimata sanctus est Lorem ipsum dolor sit amet.
sed diam nonumy eirmod tempor invidunt ut labore et
130% dolore magna aliquyam erat, sed diam voluptua. At vero
Color Lorem Ipsum
eos et accusam et justo duo dolores et ea rebum. Stet B. same point sizes / different weights
Gray Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed
clita kasd gubergren, no sea takimata sanctus est Lorem diam nonumy eirmod tempor invidunt ut labore et dolore magna
ipsum dolor sit amet.
9 pt. Innovation aliquyam erat, sed diam voluptua. At vero eos et accusam et
Bold
Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea
diam nonumy eirmod tempor invidunt ut labore et dolore magna takimata sanctus est Lorem ipsum dolor sit amet.
9 pt. aliquyam erat, sed diam voluptua. At vero eos et accusam et
20 pt. / leading: 22 pt. / tracking: 0 Extra light justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea
Cisco Small
takimata sanctus est Lorem ipsum dolor sit amet. C. Creative copy in color
20 / 22
All leading is not equal. As a general rule of thumb: the smaller the point Type can lend clarity to your message. By employing a consistent Play with color. Simply infusing color into typography effectively
size, the larger the leading; the higher the point size, the tighter the type hierarchy, the readability of your communication becomes more accomplishes two things at once: It clarifies both informational hierarchy
leading. Leading should be set between 100 to 140% of the point size. clear and meaningful. The examples above give some guidance on and organization. And it elevates your typographic communication
The tracking for Cisco Sans can generally be set to 0. Adjust tracking type hierarchy. In general, maintain a balanced contrast between with personality and style. For appropriate Cisco color palettes,
and kerning where needed based on application. titles/subtitles and body copy. follow the guidelines in the color section.
Typography
That’s the human Core Brand Elements
network effect. Cross Media Application
—
Sophisticated. Playful.
Clean. Delightful.
Modern. Legibility ON-SCREEN LETTER SPACE
On-screen type is often letterspaced
Friendly. Current. more loosely than type in print in order
to improve legibility.
Stable
Cisco Spectrum Intelligence Solution
—
Typography
Create a fuller, more productive meeting experience
using Cisco WebEx™ Audio with your Cisco WebEx
Functionality
solutions. Take advantage of choices that include VoIP,
traditional phone conference, and audio broadcast.
Playful.
Choose the right integrated audio options
for your needs.
Improve business efficiency using WebEx
Audio to connect up to 500 attendees per
Legibility
meeting. Set up your session with
easy-to-use phone options, including
global callback services. Or keep your
phone lines free while you save money with
integrated Voice over IP (VoIP)—from any
Clean.
computer worldwide. Deliver audio to
thousands of participants in one-to-many
events using Cisco WebEx Event Center
with WebEx Audio Broadcast. Get WebEx
Audio services for a single monthly fee.
Keep your meetings private and productive.
Gain better control over your meetings.
Identify which meeting attendee is
speaking with Active Talker indicators.
Delightful.
Manage call activity with line muting, the
ability to add attendees easily, and more.
Determine who attends and who doesn’t
using attendance controls, participant lists,
and meeting lockouts. Improve efficiency
using a unified meeting solution.
Cisco Unified Wireless Network
—
felis. Mauris viverra tincidunt nibh vel convallis. Maecenas in
tellus vel sem iaculis sodales. Phasellus sit amet elit ac nulla
varius tempus id eget risus. Nulla molestie volutpat ligula in
pulvinar. Nulla facilisi. Cum sociis natoque penatibus et
COLOR AND TYPE
Think of blocks of type as having
magnis dis parturient montes, nascetur ridiculus mus.
cations.
expressions.
Cisco Spectrum
Intelligence
Solution Brochure
BE SURE TO PROVIDE
enough CLEAR space
around icons
Scale can change the personality of an icon. Bold, confident and witty, To preserve the integrity and visual impact of an icon, always maintain Used wisely, color and gradients can bring dimension and energy to
large icons can tell a simple and direct story. Grouped in collections or a proper amount of clear space around it. The clear space around an pictograms. To create balance and reinforce Cisco’s core palette, be
paired with type or logo, small icons can tell many different stories. icon is an integral part of its design, and ensures the icon can be seen sure to pair colored icons with a gray component — for example, a text
However you use icons, always keep a good balance of size ratio, quickly and understood easily. label with the Cisco logo.
alignment, and spacing.
Cisco United
Wireless Network
COLOR
When appropriate, infuse color into
pictograms to create dimension and
energy. Pair colored pictograms with
a gray component to create balance.
Cisco Spectrum
Intelligence
Cisco Spectrum Solution Brochure
Intelligence
Solution Brochure
Cisco Small
ns. Business Solutions.
can trust. Technology you can trust.
nology that keeps your When it comes to the technology that keeps your
customers securely employees, suppliers, and customers securely
Cisco Small Business connected, it has to work. Cisco Small Business
orking and commun- Solutions provide the networking and commun-
ed, with the reliability, ications technology you need, with the reliability,
ou expect from Cisco. security and performance you expect from Cisco. MORE OR LESS
range of small business
ou to get more done.
The portfolio offers a broad range of small business
products that can enable you to get more done. Singular or multiples, use an icon to tell
one story or group them to tell various
stories. Always keep a good ratio of icon
size and space.
PICTOGRAM INSPIRATION
Cisco’s library of pictograms are ICON LOCK-UPS
developed with the logo in mind. Pair icons with words to create clever
All elements reference the graphic lock-ups and headers.
style of the Cisco mark — from the
rounded ends of the Cisco bars to
the corners of the Cisco logotype.
Cisco Unified IP
ignorant people saying we should just blow them all up,” he explains. “My girlfriend is
Compatible Extensions Program Mexican, and the majority of the students in my school are African-American. So these
Compatible Extensions Program
recent events both seemed very relevant and bothered me, and helped me relate to the
Business Solutions. Business Solutions. connected, it has to work. Cisco Small Business
Solutions provide the networking and communica-
Technology you can trust. Technology you can trust. tions technology you need, with the reliability,
security and performance you expect from Cisco.
The portfolio offers a broad range of small business
products that can enable you to get more done in
© 2010 Cisco Systems, Inc. All rights reserved. Page 1
When it comes to the technology that keeps your When it comes to the technology that keeps your less time.
employees, suppliers, and customers securely employees, suppliers, and customers securely
connected, it has to work. Cisco Small Business connected, it has to work. Cisco Small Business
Solutions provide the networking and commun- Solutions provide the networking and commun-
ications technology you need, with the reliability, ications technology you need, with the reliability,
security and performance you expect from Cisco. security and performance you expect from Cisco.
The portfolio offers a broad range of small business The portfolio offers a broad range of small business
products that can enable you to get more done. products that can enable you to get more done. MORE OR LESS
An icon can be used either singularly or
in multiples to tell one or several stories.
Always keep a good ratio of icon size
COLOR Cisco Spectrum and space.
Because photorealistic icons are
. Intelligence
already rich with color and depth,
n trust. they are best usedSolution Brochure
against white
ICON WITH CISCO LOGO
When appropriate, using an icon alone,
backgrounds. However, some icons
eps your or pair it with the Cisco logo to serve as
can work against light-colored or
curely a creative signature.
Business gray gradient backgrounds.
mmunica-
bility,
m Cisco.
all business
e done in
Content Panes:
100% Opaque White
Buttons Content Panes
(50px or under)
Overlay:
3 pixels
75% Opaque Black
Integral elements in Cisco’s interface and collateral, corner radii make Predominantly used in Web and digital applications, unique surfaces and Transparencies and overlays reveal layers of information and texture,
buttons, content panes, and menus more approachable to our end-users. materials can be used to enhance the user experience. Whichever surface while drop shadows lift elements from a flat surface. Use these
To build a branded quality to corner radii, it is important to keep all corner or material you choose — glass, metal, gels, or satin finishes, be sure to use treatments and effects to add depth and dimension in digital or print
radii the same proportion relationship. Keep corner radius sizing consistent those that are most appropriate for your audience. Don’t let the surface and media. But use these effects with subtlety so they don’t overpower
by following the rules above. As scale changes, be sure to adjust the corner materials overwhelm your message; use them sparingly and tastefully. the focal point of your subject.
radius ratio accordingly.
CORNER RADII
Use Cisco standardized corner radii
to make buttons, content panes, and
menus more approachable to our
end-users.
Cisco Small
Connect Your Employees to
Business Solutions.
Suppliers and Customers, and
Technology you can trust.
Your Business to the World.
When it comes to the technology that keeps your
employees, suppliers, and customers securely
connected, it has to work. Cisco Small Business
Solutions provide the networking and communica-
For a small business like yours to communicate tions technology you need, with the reliability,
security and performance you expect from Cisco.
effectively with suppliers and customers in today’s The portfolio offers a broad range of small business
competitive business environment, you need ready products that can enable you to get more done in
less time.
access to information, updated in real time. With the
right solution, your business can collaborate more
effectively and problem-solve like never before.
The Cisco® Smart Business Communications
System (SBCS) is an all-in-one networking and
communications solution that will enable you to
do just that. And it includes the peace of mind that
comes with support from the worldwide leader in
networking and communications.
Cisco Small
The Cisco SBCS delivers benefits such as:
Business Solutions.
SURFACES AND FINISHES • Improved communication among • Quick adaptation to market Technology you can trust.
employees, customers, and vendors
Cisco Small
changes and increased productivity
Connect Your Employees to Unique surfaces and materials can be for better collaboration—and
happier customers Business Solutions.
• A highly secure rich-media
When it comes to the technology that keeps your
employees, suppliers, and customers securely
Suppliers and Customers, and experience delivered across
Technology you can trust.
Your Business to the World. used to enhance buttons, navigation• Faster response to customer needs,
because employees can communi-
cate with each other and access
any work space
to Thrive
provide the networking and communica-
For a small business like yours to communicate • A return on your technology most attractive financing options
tions technology you need, with the reliability,
The portfolio offers a broad range of small business
investment as your business be security and performance you expect from Cisco. products that can enable you to get more done in
effectively with suppliers and customers in today’s comes more efficient and competitive
Now is the time to work together, The portfolio offers a broad range of small business
less time.
competitive business environment, you need ready products that can enable you to get more done in
right solution, your business can collaborate more bring the world a little closer.
effectively and problem-solve like never before. Together.
The Cisco® Smart Business Communications
System (SBCS) is an all-in-one networking and
communications solution that will enable you to
do just that. And it includes the peace of mind that
comes with support from the worldwide leader in DROP SHADOWS
networking and communications.
Cisco Small
Drop shadows lift elements from a flat
The Cisco SBCS delivers benefits such as:
Business Solutions.
Technology you can trust.
surface and add depth and dimension
in digital or print media.
• Improved communication among • Quick adaptation to market
employees, customers, and vendors changes and increased productivity
for better collaboration—and When it comes to the technology that keeps your
happier customers • A highly secure rich-media employees, suppliers, and customers securely
experience delivered across
• Faster response to customer needs, any work space connected, it has to work. Cisco Small Business
because employees can communi- Solutions provide the networking and communica-
cate with each other and access • Lower operational and maintenance tions technology you need, with the reliability,
your network from anywhere costs, at a price that fits a small security and performance you expect from Cisco.
business budget, supported by the
• A return on your technology most attractive financing options The portfolio offers a broad range of small business
investment as your business be products that can enable you to get more done in
comes more efficient and competitive less time.
We’ve taken the same shared, systematic DUOTONE GRADIENT DUOTONE GRADIENT
TRITONE GRADIENTS
To create a richer gradient, tritones can be used to enhance a duotone with
greater value between endpoints, or to solidify a dramatic shift between
contrasting hues that are more complementary than analogous.
2 2 22 2 42 4 4
1 2 3
1 4
2
1 5
3
2 4
3 5
4 5
2 2 3 2 3 4 3 4 5 4 5 5 3 3 43 4 54 5 5
Gradients can be built from any color. Working from the provided Once you’ve chosen your colors, you can then build your duotone. When duotones are not dynamic enough, you can build tritone
color palettes, choose a palette that best suits your intended purpose. Test various color configurations to find harmonious or dynamic gradients. Tritones yield a richer value between endpoints — whether
Organize tonal values from light to dark to find harmonious pairings. shifts between contrasting analogous hues, or subtle gradations you move three steps tonally within similar hues, or span three
Enhance linear gradients with movement and fluidity by adding a between tonal values within one hue. Developing a good practice contrasting hues within one gradient. Tritones elevate duotones
-45 degree directional angle to your gradient. of contrast and comparison between gradients will strengthen your with more vibrancy, density, and movement.
gradient expression.
access to information, updated in real time. With the Cisco United web meetings.
Wireless Network
Audio Control and Management
right solution, your business can collaborate more Improve meeting productivity
using easy audio settings and
management tools.
effectively and problem-solve like never before.
International Service
The Cisco® Smart Business Communications Meet with attendees—by
phone or computer—in more
System (SBCS) is an all-in-one networking and Choose the right integrated audio options for your needs. than 200 countries.
Improve business efficiency using WebEx Audio to connect up to 500 attendees per
communications solution that will enable you to meeting. Set up your session with easy-to-use phone options, including global
Audio Access Safeguards
Secure integrated audio meetings
callback services. Or keep your phone lines free while you save money with integrated by controlling attendance.
do just that. And it includes the peace of mind that Voice over IP (VoIP) — from any computer worldwide. Deliver audio to thousands of
participants in one-to-many events using Cisco WebEx Event Center with WebEx Audio Customized Service
comes with support from the worldwide leader in Broadcast. Get WebEx Audio services for a single monthly fee. Get a flexible package and your
choice of integrated audio options
networking and communications. Keep your meetings private and productive.
for each session.
Gain better control over your meetings. Identify which meeting attendee is speaking Compatible with:
with Active Talker indicators. Manage call activity with line muting, the ability to add • Cisco WebEx Meeting Center
attendees easily, and more. Determine who attends and who doesn’t using attendance • Cisco WebEx Event Center
• Cisco WebEx Training Center
controls, participant lists, and meeting lockouts.
• Cisco WebEx Support Center
GRADIENT IN TYPOGRAPHY
Improve efficiency AND
using a unified meeting LOGO
solution.
To give life to the expression of the GRAPHIC 1: MOVEMENT GRAPHIC 2: COMBINED GRAPHIC 3: INTEGRATED
GRAPHIC 2: COMBINED
Combining the bars together, this playful variation signals connectivity,
collaboration, and togetherness. Bold contrasting colors make this
variation energetic and engaging.
GRAPHIC 3: INTEGRATED
Fusing the bars together with an embedded gradient yields yet another
distinctive expression that suggests convergence and consolidation.
Derived from the Cisco logo, this new graphic expression pays homage To create a sense of energy and depth, scale the vertical length of each To convert the graphic expression into a single integrated shape,
to Cisco’s heritage. By simply activating the bars — moving and scaling the bar to extend or contract it. To add space and balance, move the bars convert the shape into a single compound path and fill with a gradient.
bars vertically — you can transform the mark into a new dynamic form that apart. To add intensity and impact, multiply, overlap, and combine bars. Use this graphic form against white space or infused within a gradient
conveys a strong sense of movement, energy, and depth. However you express it, be sure to maintain a good sense of balance and background. Create additional depth by multiplying layers of Cisco bar
contrast. If you maintain equal thickness, the textural patterns are easier forms above. You may use a compound path to mask an image as well.
to read as graphic elements from the Cisco logo. Experiment, as there are many options.
Simple and flat. This version of the graphic expression should always Play with scale. With any graphic expression, playing with scale will Using the same forms and connecting them at each circular node
appear flat in a vertical direction. However, it is possible for it to travel change its personality — enabling you to combine whimsy with boldness creates yet another variation. By pivoting the forms like the hands
along a three-dimensional plane. While keeping the graphic itself flat, and confidence. Overlap forms and colors to create depth and contrast. of a clock, you can extend this graphic device into charts and
moving it from foreground to background on dimensional planes Balance bold colors with vivid highlights and neutral grays to keep the graphs. Unique to the Cisco brand, this graphic expression offers
introduces an additional range of creative potential. Use the graphic expression engaging but not overpowering. The density of elements endless possibilities.
elements as opaque, transparent, or mixed. may depend on your layout, concept, interaction between photos, type,
textures, and/or gradients.
Combine and contrast. When combining the forms together for this Here again, simply playing with scale is a powerful way to transform the Using the same logic and execution as scaling and filling, you can
graphic variation, a rich bold mix of contrasting colors is essential. expression. Zooming into the graphic exponentially yields a fresh new embed the graphic as a pattern into iconic shapes or typography for
Use vibrant colors mixed with gradients and lighter tones. Anchor look — where the focal point becomes color and pattern. The Cisco bars infinite variations of this graphic expression. When doing this, be sure
the graphic with deep grays. You can use the full spectrum of color are still evident, but become a secondary element. At this scale, crop to keep your color and treatment consistent so that each variation still
here, but sequence contrasting color values in complementary fashion and fill into different areas to create rich dynamic backgrounds. connects visually with the Cisco brand.
instead of creating an obvious rainbow.
Form as icon. You can embed a gradient or texture into the form in Here again, simply playing with scale is a powerful way to transform the Using the same logic and execution as scaling and filling, you can
the same way you incorporate a graphic into a shape. This will fuse expression. Zooming into the graphic exponentially yields a fresh new embed the graphic as a pattern into iconic shapes or typography
the form into an iconic object you can use on its own, or mix with look — where the focal point becomes color and pattern. The Cisco bars for infinite variations of this graphic expression. When doing this,
similar gradient backgrounds to create textures or patterns. are still evident, but become a secondary element. At this scale, crop be sure to keep your color and treatment consistent so that each
and fill into different areas to create rich dynamic backgrounds. variation still connects visually with the Cisco brand.
Cisco
Cisco Unified Wireless
Unified Wireless Network
Network
For
Cisco Unified Wireless Network
Small
Cisco Unified Wireless Network Cisco Unified Wireless Network Business
Cisco Spectrum Intelligence Solution Simplifies Detection Brochure Cisco Spectrum Intelligence Solution Simplifies Detection Brochure Connect Your Employees to
Cisco Small
Business Solutions.
Suppliers and Customers, and
Technology you can trust. Your Business to the World.
When it comes to the technology that keeps your For a small business like yours to communicate
employees, suppliers, and customers securely
connected, it has to work. Cisco Small Business effectively with suppliers and customers in today’s
Solutions provide the networking and communica-
tions technology you need, with the reliability,
competitive business environment, you need ready
security and performance you expect from Cisco.
access to information, updated in real time. With the
The portfolio offers a broad range of small business Make Decisions Fast,
products that can enable you to get more done in Innovate Faster. right solution, your business can collaborate more
less time.
effectively and problem-solve like never before. New Ways to Thrive.
The Cisco® Smart Business Communications Cisco Unified Wireless Network
System (SBCS) is an all-in-one networking and
communications solution that will enable you to
do just that. And it includes the peace of mind that
Choose the right integrated audio options for your needs.
Connect Now. Cisco Capital Monthly comes with support from the worldwide leader in Improve business efficiency using WebEx Audio to connect up to 500
Ratecard networking and communications.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. In attendees per meeting. Set up your session with easy-to-use phone
Click here to download
volutpat odio quis diam mattis tristique a vitae est. Pellentesque options, including global callback services. Or keep your phone lines
neque risus, iaculis id feugiat id, adipiscing eu felis. Mauris free while you save Cisco
money with integrated Voice over IP (VoIP)—from
Small
viverra tincidunt nibh vel convallis. Maecenas in tellus vel sem
Cisco Turbo Card Connect Your Employees to any computer worldwide. Deliver audio to thousands of participants in
Click here to download Business Solutions.
iaculis sodales. Phasellus sit amet elit ac nulla varius tempus id Suppliers and Customers, and one-to-many events using Cisco WebEx Event Center with WebEx
Audio Broadcast. GetTechnology you can
WebEx Audio services for trust.
a single monthly fee.
eget risus. Nulla molestie volutpat ligula in pulvinar. Nulla Your Business to the World.
When it comes to the technology that keeps your
Are you registered?
Register now Keep your meetingsemployees,
privatesuppliers, and customers securely
and productive.
connected, it has to work. Cisco Small Business
New Products and Solutions Gain better control over your
Solutions meetings.
provide Identify
the networking which meeting attendee
and communica-
For a small business like yours to communicate tions technology you need, with the reliability,
is speaking with Active Talker indicators. Manage call activity with line
Lorem ipsum dolor sit amet, consectetur effectively with suppliers and customers in today’s
security and performance you expect from Cisco.
Book a WebEx muting, the ability toTheadd attendees
portfolio easily,
offers a broad range ofand
small more.
business Determine who
adipiscing elit. In volutpat odio quis diam mattis competitive business environment, you need ready products that can enable you to get more done in
with your SBMM attends and who doesn’t using attendance controls, participant lists,
tristique a vitae est. Pellentesque neque risus, access to information, updated in real time. With the
less time.
and meeting lockouts.
iaculis id feugiat id, adipiscing eu felis. Mauris right solution, your business can collaborate more
Visit the Cisco effectively and problem-solve like never before.
Lorem ipsum dolor sit amet, consectetur SMB website The Cisco® Smart Business Communications KEEP IT SIMPLE
Improve efficiency using a unified meeting solution.
Trust WebEx Audio for all your audio services. Offer hosts and
adipiscing elit. In volutpat odio quis diam mattis System (SBCS) is an all-in-one networking and
INFUSING GRAPHICS
• A return on your technology most attractive financing options
neque risus, iaculis id feugiat id, adipiscing eu felis. Mauris investment as your business be products that can enable you to get more done in
comes more efficient and competitive
less time.
INTEGRATING GRAPHICS
To dial up expression, bring color,
movement, and energy by integrating
graphics into Web, video, collateral,
and packaging.
MOTION
With motion, each texture will be supplied with a specific range of animations
and color ways.
Cisco Small
Business Solutions.
Cisco Small Business Solutions. Technology you can trust.
Technology you can trust. Cisco Small
Business Solutions. When it comes to the technology that keeps your
employees, suppliers, and customers securely
When it comes to the technology that keeps your employees,
suppliers, and customers securely connected, it has to work. Cisco
Small Business Solutions provide the networking and communica-
Technology you can trust. connected, it has to work. Cisco Small Business
Solutions provide the networking and communica-
tions technology you need, with the reliability,
tions technology you need, with the reliability, security and
When it comes to the technology that keeps your security and performance you expect from Cisco.
performance you expect from Cisco. The portfolio offers a broad
employees, suppliers, and customers securely The portfolio offers a broad range of small business
range of small business products that can enable you to get more
connected, it has to work. Cisco Small Business products that can enable you to get more done in
done in less time.
Solutions provide the networking and communica- less time.
Cisco Small
that keeps your employees, that keeps your employees,
suppliers, and customers securely suppliers, and customers securely
connected, connected,
it has to work. Cisco Small Business it has to work. Cisco Small Business
Business Solutions.
Solutions provide the networking Solutions provide the networking
and communications technology you and communications technology you
need, with the reliability, security and need, with the reliability, security and
performance you expect from Cisco. performance you expect from Cisco.
Textures are bold and dynamic. Used as a creative backdrop for type, Similar to embedding graphics and gradients, embedding texture into Incorporating a texture into photography will heighten its emotional
The portfolio offers a broad range of The portfolio offers a broad range of
Cisco Small
graphics, or products, textures effectively create mood, movement,
Technology you
type, iconic shapes or graphic forms offers an extended range of creative power. Creative and energetic, a rich movement of textural color
and atmosphere. Textures can Business Solutions.
be used to accentuate focal points — can trust. potential. Embedded textures enhance type and form with depth and infused into a photo provides a sense of fluidity and seamless integration.
Technology you
elevating specific content while causing others to recede. To keep movement in both still and motion applications. For best results, apply textures to photographs that are complementary
graphics balanced and airy, try not to mix too many elements together. in color, tone and composition.
canis more.
When it comes to textures, less trust.
Cisco Small With Cisco Unified Communications, you can talk to customers
Business Solutions. and access information anywhere in the workplace, enabling you
u
Technology you can trust. EMBEDDING TEXTURE
New Ways to Thrive
Now is the time to
work together, solve to get more accomplished each and every day.
Embedding textures enhance type and
problems together,
and bring the world a
When it comes to the technology that keeps your
little closer.
Cisco Unified
employees,
Together. suppliers, and customers securely
Wireless Network
connected,
That’s the human it has to work. Cisco Small Business
network effect.
Solutions provide the networking and
form with depth and movement in both
still and motion applications.
communications technology you need, with the
reliability, security and performance you expect
from Cisco. The portfolio offers a broad range of
small business products that can enable you to get
more done in less time.
Cisco Unified
SMALL BUSINESS SOLUTIONS
Cisco Small
Cisco Small
Business Solutions. SMALL BUSINESS SOLUTIONS
communications technology you need, with the • Faster response to customer needs,
because employees can communi-
any work space
cate with each other and access • Lower operational and maintenance
reliability, security and performance you expect your network from anywhere costs, at a price that fits a small
business budget, supported by the
• A return on your technology most attractive financing options
from Cisco. The portfolio offers a broad range of investment as your business be
comes more efficient and competitive
TEXTURE BACKGROUND
Use texture as creative backdrops
Cisco Unified for type, graphics, or products to
dynamically create mood, movement,
Wireless Network and atmosphere.
INFUSING TEXTURE
Infuse, mix, and overlay textures within
photography to enhance with color
and heighten its emotional power.
When it comes to developing a brand To help ensure consistent communication The Cisco Brand Identity System is
voice for Cisco, consistency is key. That of the Cisco brand, we’ve designed a designed to support a range of creative
doesn’t mean everything has to look the comprehensive system of templates. expression, from the calm to the dynamic.
same. Using the brand identity system in These are built from the ground up to As the following examples show, you
a consistent manner will build credibility ensure your maximum creative flexibility can now infuse any presentation with
for the brand, speed recognition, while still sharing the essential design precisely the right tone to support the right
differentiate us from the competition, elements that define the new Cisco Brand marketing message for your audience.
and ultimately inspire trust in our brand Identity System. Media templates include No matter what expression you choose —
message. As you evolve the design print, video, Web pages, presentations, from calm to dynamic, from monochrome
elements of current design systems, and more. You can use them “as is” or to rainbow-hued — your communications
remember that one of the cornerstones modify them to suit your needs. We’ve will be supported by a foundation built on
of a memorable brand experience is our provided a wide range of color palettes design integrity and quality.
continued, consistent expression of that can be customized to enhance any
that brand. media presentation.
Calm Dynamic
FIGURE 2 FIGURE 2
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FISCAL YEAR 2006 2007 2008 2009 2010 FISCAL YEAR 2006 2007 2008 2009 2010
EconomicFISCAL
growthYEAR 2006 2007 2008 2009 2010 FISCAL YEAR 2006 2007 2008 2009 2010
Economic growth
June 10, 2010 June 10, 2010June 10, 2010 June 10, 2010
FIGURE 1
Net Sales Net Income Eque porroviderum quoNetoptatem.
SalesItatur aut aut faccatatur InfrastructureNet Income FIGURE 1
Infrastructure
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NET SALES (DOLLARS IN BILLIONS) NET SALES (DOLLARS IN BILLIONS) Allocation
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NET SALES officabo.
(DOLLARS Equisin exceatem
IN BILLIONS) NET SALES (DOLLARS IN BILLIONS)
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esti beatemp eritatest, que peritiur sim rernamusam. 5% Infrastructure
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Investment
39.5 39.5 39.5 39.5 Investment
FIGURE 1 FIGURE 1
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28.5 28.5 28.5
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22.0 22.0 22.0 22.0
FIGURE 1
23% Application
23% Application
Investment FIGURE 1
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Infrastructure 42% Eque porroviderum quo optatem. Itatur aut aut faccatatur
Infrastructure 42% Investment
Maintenance Maintenance
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FIGURE 1
FISCAL YEAR 2006 2007 2008 2009 2010 FISCAL YEAR 2006 2007 2008 2009 2010
Eque porroviderum quoFISCAL YEAR 2006
optatem. Itatur aut 2007 2008
aut faccatatur 2009 2010 FISCAL YEAR 30%
2006 2007
Application
2008 2009 2010
FIGURE 1
30% Application
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June 10, 2010 June 10, 2010 June 10, 2010 June 10, 2010
FIGURE 1 FIGURE 2 FIGURE 1 FIGURE 2
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June 10, 2010 June 10, 2010June 10, 2010 June 10, 2010
When information is the hero, keep it clean and simple. Use gradients within type, To heighten creative atmosphere, use dynamic gradient textures rich with color
analogous colors within charts and graphs, or gradient washes as backdrop. Use to add energy and movement. Integrate gradients into charts and graphs to make
one color palette to keep consistency. static objects look more active.
Calm Dynamic
When dialing up or down the emotive energy of the Website, the hero area can To emphasize a more energetic Cisco experience, dial up the hero area with
say it all. Use calm imagery and a more limited color palette to emphasize active imagery, animated graphics, and vibrant color to instill more excitement
information over expression. and personality.
Calm Dynamic
Success
Cisco WebEx Audio. Schedule easily Business Challenge Cisco WebEx Audio
Success Story Cisco Small Business Cisco WebEx Audio
Data Sheet
Data Sheet Product Sheet
and join from computer or phone.
Story
Cisco WebEx Audio
Data Sheet
With data sheets and informational content, simply playing with color can add To add more expression into content pages, add lifestyle or product imagery
significant graphic impact. Integrate gradients into typography or textures within to mastheads. Integrate imagery with color, typography, and graphics to dial
mastheads to add impact to content. up branded expression. Vary the template grid to change hierarchy between
expression and content.
Calm Dynamic
Clean, simple design doesn’t mean design with a reduced color palette. Using the same color palette with the ratio of color to white space reversed
Balanced against white, a single graphic form full of color can tell a story instantly creates a more active design statement. In this case the white
that is bold, confident, and witty. masthead balances the high-impact photographic energy.
Calm Dynamic
Balancing soft textures with sharp, hard-lined product photography creates a strong Cisco’s graphic and texture expressions pronounced with rich color and contrast
contrast that is simultaneously dynamic and calm. You can achieve the same effect often yield dynamic design results. Graphic expressions can effectively be used
by pairing texture with typography to create this duality of calm and dynamic. to animate product photography with a sense of movement — making packaging
more active and energetic.
Calm Dynamic
Following the same cues as all other collateral, designing with a concentrated color With video, the possibilities are endless. Motion, animation, live-action, and
palette can build consistency and a softer sensibility. With video, less can definitely sound contribute to a complete experience that is full of excitement and energy.
be more. Slower pans, fades, and subtle animations lend themselves to a more Perhaps more effective than any other medium, video can truly bring Cisco’s
sophisticated expression. identity system to life.
Calm Dynamic
When designing an environment, color can change everything. On a large scale, On a large scale, gradient textures create color shifts that can instantly activate
simple banners of rich color enliven a space and build mood. Use color and lighting a space. Use dramatic lighting to create an even more dynamic experience. Here
to effectively create experience and presence. Add graphic expressions as accents as well, including graphic expressions as accents can create a richer experience.
to create a richer experience.
Calm Dynamic
Environmental graphics must have stopping power to be effective. A calm, Street scenes in urban environments are crowded and chaotic. To be heard
simple approach can isolate your message and make it stand out in a busy above the din, sometimes you have to shout. You can dial up the volume of
street scene. your messaging using color, graphics, and dramatic photography.