F5 Brand Guidelines - F5.com

F5 Brand Guidelines December 2014

F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.

THE F5 BRAND 3Why brand matters 3

The story behind our name 3

What is brand? 4

F5 LOGO 5Logo principles 5

Recommended sizes for print and web 5

Clear space 6

Placement 6

Logo “don’ts” 6

Logo and tagline 7

Logo and tagline placement 7

TYPOGRAPHY AND GRID 8Typography guidelines 9

Standard grid 9

COLOR 10Color palette 10

Color specifications for print and web 10

Primary and secondary palettes 11

Color application 11

PHOTOGRAPHY 12Active Location photography 13

Lifestyle photography 14

Business Vertical photography 15

Tips for sourcing stock images 16

Stock photo “don’ts” 16

Product photography 17

GRAPHIC ELEMENTS 18Icons and circles 18

Data stream with icons 20

Data stream without icons 21

Monochromatic data stream without icons 22

Transparent icons and circles 23

Inappropriate use of circles and icons 24

Circle and icon “don’ts” 24

APPLICATIONS 25Report covers 25

Print advertising 26

Banner advertising 27

Marketing campaign 28

Website 29

Branded booth template: pull-up banner 30

Branded booth template: expand 31

Large format custom booth property 32

F5 Agility 2014 33

Logowear 34

Giveaways 34

Promotional collateral 34

ARCHITECTURAL VISION 35F5 Synthesis brand elements 35

F5 Synthesis usage 35

VOICE AND TONE 36Tone of voice 36

The editorial mission 36

From web to white paper 36

Copy guidelines 36

CONTENT STYLE GUIDE 37

LEGAL CONSIDERATIONS 38Trademarks 38

Product naming 38

Third party usage notice 38

Legalese to be applied to internally published materials 38

HOW TO FIND/REQUEST ASSETS 39

Table of Contents

“We thought about what F5 stands for beyond hardware and software solutions. It’s about the delivery of applications. Today’s world runs on applications. And we work tirelessly to ensure those applications are fast, secure, and available.”John McAdam, President and CEO

3


The F5 BrandThe story behind our name

F5, originally named F5 Labs and then known as

F5 Networks, was founded in 1996. The name F5 is

taken from the Fujita scale of ratings for tornado intensity,

where F5 is the most intense. Our F5 red ball glows

brightly from our hardware that’s housed in data centers

across the globe.

Why brand matters

The F5 brand is the core of who we are—it is the

foundation from which we tell meaningful, relevant

stories about our solutions, products, and services.

Collectively, our brand is both the way we look and the

way we sound; it’s how we express who we are as a

company and it represents F5’s unique combination of

reliable and innovative.

4


The F5 BrandVisionWHERE WE ARE GOING AND WHAT WE ARE MEANT TO BE

Applications without constraints

MissionOUR CORE PURPOSE

Deliver the most secure, fast, and reliable applications to

anyone, anywhere at any time.

Brand attributesTHE CHARACTERISTICS OUR CUSTOMERS ASSOCIATE WITH US

Trusted

Customer-centric

Innovative

Driven

Strategic

What is brand?

Brand is our audience’s perception of what we do, what

we stand for, and what makes us relevant. When the

elements of our brand identity—how we look and how

we sound—are aligned with what we do and what we

say, we can connect with our audience in a way that is

authentic and meaningful.

Brand drivers THESE HELP DEFINE OUR VALUES IN OUR MARKETING AND KEY BUSINESS DECISIONS THAT SUPPORT THE BRAND

Reliable

As a trusted technology partner, F5 provides

organizations across the globe with a secure and

reliable foundation along with agile solutions for growth.

Innovative

Using unique technologies and solutions, F5 enables

organizations to scale, adapt, and align with changing

business demands while driving business forward.

5


F5 Logo

The F5 logo is the foremost representation of our brand;

it is a visual summation of who we are. To maintain its

strength and integrity, use it consistently and appropriately

according to these guidelines. Always treat the F5 logo as

our company signature rather than a design element.

It should appear on all F5 materials.

Reversed logo

Solid logo

Gradient logo

Logo principles

There are four versions of the F5 logo. Use the solid (red) logo on a white

background whenever possible in print and electronic communications.

The F5 solid logo against a white background is the preferred logo.

• The “f5” in the circle should be white—never transparent.

• Remove the registered trademark when placed at less than 50%.

• The logo should be reversed to white when printing on a darker

one-color background.

• Please use one of the following three alternate logos when the

situation calls for it.

Black and white logo

Recommended sizes for print and web

To ensure that the F5 logo is always legible and accurately reproduced, the

minimum size for print is 0.5". The minimum for web is 45 pixels.

The standard size of the logo on templated print materials (white papers,

datasheets, and other collateral) is 0.625" for 11"x17" pages or smaller.

For larger materials, the logo should be scaled proportionally to the piece.

Minimum size for print: 0.5"

Recommended size for print: 0.625"

Minimum size for web and mobile: 45 pixels

PREFERRED LOGO

ALTERNATE LOGOS

6


F5 Logo Clear space

To preserve the visual impact and integrity of the logo, always maintain adequate

space around it. The F5 logo should be surrounded by clear space equal to

half the height of the red circle (x = the logo height in the illustrations below). In

applications where space is limited, the clear space may be reduced to one-third

of the logo height.

x

x

Do not stretch or skew the logo

Do not use a tint of the

logo

Do not make the logo into a

character

Do not make the “f5”

transparent

Do not position the logo inside another

element

Logo “don’ts”

Do not alter the logo, and avoid the following misuses illustrated below.

Do not switch the white and red

.5x

.33x

.33x

.33x

.33x

.5x

.5x

.5x

x

x

Placement

Proper placement of the logo increases the visibility of the brand. The F5 logo is

typically anchored to the top or bottom right of collateral, with at least one logo

height (x) of space from the edge.

Preferred clear space

Minimum clear space

7


F5 Logo

OPTION 2: TAGLINE CENTERED

OPTION 3: TAGLINE LEFT

Logo and tagline

Our tagline is an integral part of the F5 brand. To preserve its integrity

and maximize its impact, please follow these guidelines.

• The F5 tagline appears in sentence case and includes end punctuation.

This style should not be altered unless approved by the Brand Team

(e.g., do not use all caps or delete the period).

• Do not use the F5 tagline as a headline or subhead.

• Please don’t create your own tagline.

• Update any appearances of old F5 taglines (IT agility. Your way.;

F5 makes the connected world run better.; The world runs better with F5.)

with the current tagline.

• Use the logo and tagline in brand campaign materials, outbound marketing

materials, and internal communications.

• Please do not use the logo and tagline on cobranded materials.

OPTION 1: TAGLINE RIGHT Logo and tagline placement

The logo and tagline are used as a sign off at the bottom of collateral whenever

space allows either on the left, right, or center of the page, as shown below.

Please follow the minimum size requirements for the logo as described on page 5.

Placement of the logo with tagline is adjusted to the bottom of the circle (not the tagline).

Option 1: tagline right

Option 2: tagline centered

Option 3: tagline left

x

x

x

x

x

8


Typography and Grid

Clear communication is an essential part of the

F5 brand. Used consistently, typography plays a

significant role in reinforcing the brand.

F5’s corporate typefaces are Helvetica Neue LT Std

and Tablet Gothic; these should be used for all print

materials, events, and copy set in online graphics

when possible. In cases where these fonts are not

available, please use Arial.

TABLET GOTHIC NARROW

Tablet Gothic Narrow ThinTablet Gothic Narrow LightTablet Gothic Narrow RegularTablet Gothic Narrow SemiboldTablet Gothic Narrow BoldTablet Gothic Narrow Extra BoldTablet Gothic Narrow Heavy

HELVETIC NEUE LT STD

45 Helvetica Neue LT Std Light

46 Helvetica Neue LT Std Light Italic

55 Helvetica Neue LT Std Roman

56 Helvetica Neue LT Std Roman Italic

65 Helvetica Neue LT Std Medium

75 Helvetica Neue LT Std Bold

85 Helvetica Neue LT Std Heavy

TABLET GOTHIC

Tablet Gothic ThinTablet Gothic LightTablet Gothic RegularTablet Gothic SemiboldTablet Gothic BoldTablet Gothic Extra BoldTablet Gothic Heavy

PRIMARY FONT: HELVETICA NEUE LT STD SECONDARY FONTS: TABLET GOTHIC AND TABLET GOTHIC NARROW

9


11

DATASHEET VIPRION

[email protected]

F5 Networks, Inc. 401 Elliott Avenue West, Seattle, WA 98119 888-882-4447 www.f5.com

[email protected]

Europe/Middle East/[email protected]

[email protected]

©2014 F5 Networks, Inc. All rights reserved. F5, F5 Networks, and the F5 logo are trademarks of F5 Networks, Inc. in the U.S. and in certain other countries. Other F5 trademarks are identified at f5.com. Any other products, services, or company names referenced herein may be trademarks of their respective owners with no endorsement or affiliation, express or implied, claimed by F5. DC0714 DS-VIPRION-32472 1014

F5 Global ServicesF5 Global Services offers world-class support, training, and consulting to help you get the most from your F5 investment. Whether it’s providing fast answers to questions, training internal teams, or handling entire implementations from design to deployment, F5 Global Services can help ensure your applications are always secure, fast, and reliable. For more information about F5 Global Services, contact [email protected] or visit f5.com/services.

More InformationFor more information about VIPRION, visit f5.com to find these resources. For the latest product specifications, see the applicable platform guide on askf5.com.

Datasheets

BIG-IP Local Traffic Manager

BIG-IP Application Security Manager

BIG-IP Global Traffic Manager

BIG-IP Access Policy Manager

BIG-IP Application Acceleration Manager

BIG-IP Advanced Firewall Manager

BIP-IP Policy Enforcement Manager

BIG-IP Carrier-Grade NAT

White papers

Clustered Multiprocessing: Changing the Rules of the Performance Game

VIPRION: The Cost of Management

Virtual Clustered Multiprocessing (vCMP)

The Application Delivery Firewall Paradigm

BIG-IP Application Delivery Hardware: A Critical Component

ScaleN: Elastic Infrastructure

Tech brief

Multi-Tenancy Security with vCMP

VIPRION DATASHEET

What’s inside

2 Increase Intelligence, Not Operating Costs

2 Simplify Your Network

2 Maximize Large-Scale Application and Firewall Performance

3 Achieve Ultimate Reliability

3 The Advantages of VIPRION Technology

7 VIPRION Platforms

11 F5 Global Services

11 More Information

Your organization’s growing infrastructure puts more pressure on the network—from rising numbers of users to data center consolidation to the deployment of more feature-rich applications. Scaling the Application Delivery Network (ADN) to meet these evolving needs means increased operational cost and complexity. The resulting strain on resources can limit your organization’s ability to react quickly to developing needs.

Each F5® VIPRION® platform is a single, powerful Application Delivery Controller (ADC) with modular performance blades you can add or remove with no disruption to your applications. Instead of adding more devices in the network and segmenting applications, you can simply add more power to your existing infrastructure as needs arise. VIPRION gives you the scalability you need to establish a solid and sustainable ADN growth strategy.

Key benefits

Reduce costs Decrease OpEx and CapEx with the F5 ScaleN™ architecture, which provides the unique flexibility to scale on demand, virtualize, and deliver application scaling in a device cluster.

Maximize performance Manage and protect demanding apps with industry-leading layer 4 and layer 7 performance and SSL processing power.

Consolidate devices Reduce the number of servers and ADCs along with power, space, cooling, and management requirements.

Achieve ultimate reliability Make the ADN always available with redundancy at both the chassis and blade levels.

The On-Demand ApplicationDelivery Controller

Typography and GridTypography guidelines

• Use Tablet Gothic and Tablet Gothic Narrow for headlines.

• Use Helvetica Neue Lt Std for body copy (substitute Arial for HTML).

• Use Helvetica 45 Light for type larger than 9 point or larger; Helvetica 55

Roman is recommended for type smaller than 9 point (e.g., footnote text).

• Body copy is printed 85% black or 100% PMS Cool Gray 11.

Standard grid

• The standard F5 document page is divided into three columns. Two columns

may be combined to create a grid with one wide column and one narrow

column.

• Do not combine all three columns. This makes the line length too wide for a

comfortable reading experience.

• The F5 logo should be positioned in the upper right corner of the first page of

F5 documents. If the logo persists in interior pages, it should also appear at

the upper right.

• The F5 logo with the tagline should be positioned in the lower right corner of

the final page of F5 documents, adjacent to F5’s address block (see example).

Headlines:Tablet Gothic Light

Body copy:Helvetica LT Std Roman

Headlines:Tablet Gothic Light

Subheads:Helvetica LT Std Medium

Headlines:Tablet Gothic Regular

Subheads:Tablet Gothic Regular

FRONT OF STANDARD GRID BACK OF STANDARD GRID

10


ColorColor specifications for print and web

To ensure color consistency, please adhere to these specifications and use

qualified vendors and reliable reproduction methods. Use the PANTONE® Color

Matching System as a reference to ensure accuracy when matching colors for

printed materials.

Because there are discrepancies in PANTONE, PANTONE PLUS, and Adobe

Creative Suite values for CMYK, RGB, and HEX colors, F5 has formulated these

values for best representation in print and on screen. The swatches are available

for download.

F5 color palette

PMS 186

PMS 2945

PMS 2393

PMS 109

PMS 144

PMS Cool Gray 6

PMS Cool Gray 1

PMS 376

PMS Orange 021

PMS Cool Gray 11

The pure hues of the F5 color palette communicate

clarity and strength, supporting the intrinsic value of our

technologies as well as the corporate red of the F5 logo.

Neutral grays complement the pure, saturated colors and

can be used in any combination as long as the integrity of

the brand is not diminished. The palette has a high-tech

energy and functions well in print, web, and video, thus

supporting our brand promise across all channels.

Color palette

The F5 color palette provides flexibility for a wide range of expression. Use

individual colors to customize the story and messaging. Colors are not used to

represent specific F5 lines of business.

PANTONE C M Y K R G B Web (HEX)

PMS 186 0 100 75 4 223 8 50 DF0832

PMS 2945 100 74 20 5 0 72 146 004892

PMS 144 0 52 100 0 237 123 12 ED7B0C

PMS 376 53 0 96 0 160 191 55 A0BF37

PMS 2393 94 11 0 0 1 148 210 0194D2

PMS Orange 021 0 80 100 0 241 90 34 F15A22

PMS 109 0 9 100 0 255 215 52 FFD734

PMS Cool Gray 1 3 2 4 5 224 225 221 E0E1DD

PMS Cool Gray 6 18 11 8 23 173 175 175 ADAFAF

PMS Cool Gray 11 48 36 24 66 77 79 83 4D4F53

11


ColorPrimary and secondary palettes

The color palette is divided into primary and secondary palettes. Apply color

by choosing from the bright, pure hues of the primary palette and pairing with

a neutral gray or secondary color that supports the message.

PRIMARY PALETTE

PMS 109 PMS Cool Gray 6

PMS Cool Gray 1

PMS 376 PMS Cool Gray 11

PMS 186 PMS 144 PMS Orange 021PMS 2945 PMS 2393

SECONDARY PALETTE

Primary color:PMS Orange 021

Primary color:PMS 2945

Secondary colors:PMS 144 and Cool Gray 11

Secondary colors:PMS 2393 and Cool Gray 11

Color application

The examples below demonstrate the use of a primary color that complements

the photograph, supported by secondary colors.

12


Photography

An editorial photograph tells a story. Without staging,

the image is expressive, eye-catching, and authentic.

F5 uses editorial photography to support the complex

subject matter of technology. A sense of movement

supports the idea that information never stops—even

when we are still.

The categories on the following pages describe the

F5 photographic style. Because many companies pull

from the same catalog of images, following the criteria

listed will help us differentiate the F5 brand.

13


ACTIVE LOCATION PHOTOGRAPHY EXAMPLES

Agility welcome sign

PhotographyActive Location photography

• Depicts a sense of movement or speed (time lapses).

• Draws you in with a cinematic feel or unique angle.

• Wide open global cityscape, landscape, or place.

• Group of people instead of one person.

• Stop motion, macro, or motion blur techniques may be used.

APPLICATIONS

Web page

14


PhotographyLifestyle photography

• Captures a real moment in time.

• Focuses on a person or the activity they are engaged in

(something is happening or happened).

• Relatable and simple to “get.”

• Gives a glimpse of what is possible.

• A benefit is implied.

• The headline connects with the photo to tell the technology

story (e.g., what F5 does for applications).

LIFESTYLE PHOTOGRAPHY EXAMPLES

Advertising Web page

APPLICATIONS

15


PhotographyBusiness Vertical photography

Business Vertical photography includes editorial images that represent the

industries F5 serves, such as service provider, security, enterprise IT/cloud,

and financial.

SERVICE PROVIDER

ENTERPRISE IT / CLOUD

SECURITY

FINANCIAL

16


Overly posed Lacking originality

Cliché

War reference

Inappropriate innuendo

Religious implications

Tips for sourcing stock images

Stock photography purchased for F5 purposes should:

• Feel real and natural (as opposed to a staged studio shot).

• Show any people in the photo engaged in some sort of activity.

• Feel unique—a moment in time—and not like a stock image.

• Be tied to the copy/message. The two should work as partners.

• Not depict firearms, inappropriate innuendo, references to war,

the military, sexual/sexiest imagery, or religion.

PhotographyStock photo “don’ts”

Avoid the examples of stock photography below.

17


PhotographyProduct photography

Product photography is clear and straightforward. It is shown against a white

background with clear lighting and a small, natural shadow.

A product “hero” shot is depicted in a three-quarter view to show its three-

dimensional shape, with a focus on the technical components. Additional views

can highlight specific features of the product for instructional purposes.

18


Graphic Elements

Along with our photography style, a defined set of

proprietary graphic elements helps tell the F5 story.

Please follow the criteria below when incorporating

graphic elements in any corporate materials, signage,

or other communications.

Icons and circles

Universally recognizable icons within primary-colored circles combine for

a modern look that’s versatile, directional, and aligned with the F5 logo.

One circle/icon catches your eye, while many circles transform into the data

stream that represents millions of users, data, downloads, and connections.

This design element scales in or out, like F5 products, and can be both technical

and personal. The data stream has a natural sense of movement, suggesting

that data is never at rest.

Individual icon in a circle

Data stream with icons

Data stream without icons

Monochromatic data stream

19


Graphic ElementsICONS

A set of 12 technology-specific icons are used as the basic building blocks of a

unique graphic language that help communicate F5’s mission: the fast, secure,

and reliable delivery of applications to anyone, anywhere at anytime.

Please do not add new icons without consulting the F5 Brand Team.

ICONS AND CIRCLES

F5 application solutions are conveyed via recognizable icons centered inside

colored circles. These flexible elements can be arranged in a variety of patterns,

adding depth to the F5 graphic language. This element can be used to indicate

specific customers, partners, or technologies (e.g., you can use the cell tower or

phone icon in materials for service providers).

PMS 109 PMS Cool Gray 6PMS 186 PMS Cool Gray 11 PMS 2393

COLOR

• The icon is always white and centered within the circle.

• The circles leverage only five colors from the F5 palette (shown below); do not

change or add to these colors.

• Circle colors are not associated with any particular icon type.

mailto:[email protected]

20


Graphic ElementsData stream with icons(FOR LARGE-SCALE APPLICATIONS)

The data stream with icons consists of the circles with icons arranged in a random

sequence. Use this element in large-scale applications such as event signage and

tradeshow booth properties.

• Circle color is not associated with icon type—the occurrence of each is random.

• This element works best over solid dark colors or white backgrounds—avoid

complex background textures or photos that compete with it.

• The minimum individual circle diameter for large-scale applications is 1.5˝

(supplied file placed at 150%).

• The minimum individual circle diameter for smaller-scale applications is 0.375˝

(supplied file placed at 37.5%). If the circle diameter needs to be smaller, please

use the data stream without icons.

• The data stream should be at least twice as wide as it is high so it reads as a

continuous stream of information.

• Icons should not appear in the monochromatic data stream.

Data stream with icons

APPLICATIONS

The data stream is placed over the white portion of the image for legibility.

The data stream is placed over the darker portion of the image for legibility.

In this instance, the data stream is placed over the photo because the image is less complex and out of focus. The data stream is greatly enlarged due to the large scale of the wall.

Mobile World Congress booth monitor wallInterop booth monitor wall Cisco Live booth monitor wall

21


Data stream without icons(FOR SMALLER-SCALE APPLICATIONS)

The data stream without icons is used when the circle diameter is smaller than

0.375˝ and the icons would no longer be clearly legible. You can reduce it to a

smaller size and use it as shown in the examples.

• The data stream without icons works best over solid dark colors or white

backgrounds.

• The data stream without icons should be at least twice as wide as it is high so it

reads as a continuous stream of information.

• Do not place the data stream over complex photographs or background textures

that compete with it.

Graphic Elements

Tradeshow counter sign

Data stream without icons

APPLICATIONS

Tradeshow bag insert

22


Graphic ElementsMonochromatic data stream without icons

The monochromatic data stream is used when the multi-color data stream does

not read well over a complex or patterned background image. It is also used

when the space available for branding is limited (e.g., email headers, banner ads,

PowerPoint slides).

• Use only the ten color variations shown here. PMS 109 (yellow) and PMS 376

(green) are generally not preferred for the data stream graphic.

• The monochromatic data stream can be used as a solid color over a solid color,

or a solid or transparent color over a photograph.

• This graphic is mainly used as a background pattern.

• Icons should not appear in the monochromatic data stream.

Email headers

PMS 186 + white PMS 2945 + PMS 2393 PMS 144 + PMS 021 PMS Cool Gray 6 and 11PMS Cool Gray 1 and 6

register nowAGILITY

2014 FO R A N A P P L I CAT I O N WO R L D

S O LU T I O N SSAN FRANCISCO | Marriott Marquis | July 30—August 1

register nowAGILITY



Booth luminent template

PMS 109 PMS 376

APPLICATIONS

Monochromatic data stream

23


Graphic ElementsTransparent icons and circles

Semi-transparent circles and icons can be enlarged and used over photography.

The minimum circle diameter for this treatment is 0.5" on formats 11"x17"

and smaller.

• The circles may be rearranged and adjusted to work with the photo, but the

overall effect should still resemble the data stream pattern with connected

circles.

• Circle color is not associated with icon type—the occurrence of each is random.

• When you use transparent circles with icons, the scale of the circles,

photography, and item size can vary somewhat; but please use the Overhead

event sign example as a point of reference.

• The opacity of the circles and icons should be adjusted lighter or darker

depending on their placement over the background image.

• Use multi-color circles only on dark backgrounds, and use the gray one-color

circles only on light or white backgrounds.

Welcome:)

The semi-transparent values of the colored circles are adjusted over lighter or darker backgrounds so they appear to have the same level of transparency.

Overhead event sign (8.5´W x 5´H)

APPLICATION

Multi-color circles and icons One-color (gray)

Use gray semi-transparent circles when they are over a light/white background.

The colored semi-transparent circles should only be used over darker backgrounds or photos. On a lighter background, the colors become pastel tints, which is off-brand.

24


Graphic ElementsInappropriate use of circles and icons

The circle and icon elements can be used in a variety

of ways. However, it is important to use them as

described in the guidelines so that, over time, they

can be identified by our customers as an element

of the F5 brand.

The circles and icons are a flexible design element; but to preserve some

continuity, please follow these guidelines:

• Do not change the icons in the circles, and do not introduce new icons.

• Do not add to or change the five approved colors.

• Do not adjust the arrangement of the circles and icons in a data stream

(use the supplied arrangement instead).

• Avoid placing the data stream graphic over complex photographs or

background textures that compete with the pattern.

• Do not make the circles white and the icons a color.

• Do not use the data stream vertically—it should always be horizontal.

• Do not use multiple data streams in one application.

Circle and icon “don’ts”

Avoid these misuses of the circles and icons.

The data stream should be at least twice as wide as it is high.

Do not use multiple data streams in one application.

Do not change the direction of the data stream pattern, or place it over a complex background.

Do not change the colors of the circles.Do not change the icons or substitute with other icons.

Do not change the arrangement of the circles.

25


ApplicationsReport covers

Large icons and circles are arranged in a simple and bold design for report or

document covers. The subhead and body copy in the lower right are optional.

REPORT COVER OPTIONS

REPORT COVER

Title of Report or Document

Bocy copy here is optional. Lorem ipsum

dolor asset rent eium audandi quodis arum

coreictotam, quas ipsamet aut ipsae. Uptae

peratem qui repe estiis maio et quatem hiciume

netur aut arum rae mollace ssumque litem hil

idi ullaut ut aute.

Title is optional here. Lorem asset duis attem rent eium.

REPORT COVER


Bocy copy here is optional. Lorem ipsum

dolor asset rent eium audandi quodis arum

coreictotam, quas ipsamet aut ipsae. Uptae

peratem qui repe estiis maio et quatem hiciume

netur aut arum rae mollace ssumque litem hil

idi ullaut ut aute.

Title is optional here. Lorem asset duis attem rent eium.

Option A Option B

Lorem ipsum dolor asset rent eium audandi

quodis arum coreictotam, quas ipsamet aut

ipsae. Uptae peratem qui repe estiis maio et

quatem hiciume netur aut arum rae mollace

ssumque litem hil idi ullaut ut aute.

Lorem ipsum doloar asset duis attem rent eium audandt.

REPORT COVER


Option C

26


ApplicationsPrint advertising

Leveraging print advertising is not only part of a well-rounded media mix, it’s also

still one of the best ways to boost sales. Print advertising campaigns extend brand

reach while providing the highest immediate return on investment (ROI).

F5 print ads tell our story through tightly aligned visuals and copy. Each ad helps

people understand what we do, and recognize why it’s important. F5 branded

print advertising:

• Connects quickly and instinctively

• Implies a business problem

• Captures a real moment in time

• Has a subtle sense of cleverness or quirkiness

• Visually explains a lot (without saying too much)

• Offers our expertise without being boastful

BUSINESS VERTICALS ADVERTISING

Used only for high-level brand campaign advertising.

Learn more.f5.com/synthesis

Your business. Your applications. 24/7.F5 Synthesis™ focuses on today’s most business-critical assets: your applications.

Today there’s an opportunity to effectively manage and improve application security, availability, and performance—from the data center to the cloud. This next-generation approach leverages simplified business models, intelligent services orchestration, and one very powerful services fabric to support all of your applications. Because it’s time to bring critical services together, remove complexity, and focus on what really matters—supporting customers with applications that are always secure, fast, and available.

Learn more.f5.com/SDN

Tomorrow’s data center starts today with F5 Synthesis The rise of software-defined networking (SDN) validates what we have always believed: services should be programmable and extensible, and every layer of the network must be as agile as the business it supports.

F5 Synthesis™ helps to future-proof your network with an architecture that delivers a broad portfolio of Software-Defined Application Services.™ Each F5 solution works with a variety of network technologies—from traditional Ethernet to SDN—and can be rapidly provisioned to address the pain points that result from emerging IT trends.

There’s an incredible opportunity to increase agility, reduce costs, and create better management capabilities. But you’ve got to get there without your network crumbling. We know you can improve application security, availability, and performance today—while building the network you’ll need tomorrow.

What’s the big picture for your network?

F5 Networks TRIM: 8" x 10.5" BLEED: .125" LIVE: .25" on all sides PUB: Forbes Magazine

27


ApplicationsBanner advertising

Banner ads are often animated to attract attention on

overcrowded and complex web sites. The F5 logo

should be displayed throughout all the animated stages;

colors and fonts should also be on brand. Standalone

banner ads can leverage the circle and icon graphic,

shown opposite.

If an ad is part of a campaign that also includes print adverting, web pages,

or infographics, the banner ads should use the same creative (see a typical

marketing campaign on the following page).

Banner ad option

28


ApplicationsMarketing campaign

A marketing campaign can be a great expression of all the brand elements working

together. Each piece of collateral should lead to the next, and dive deeper into the

content through the progression of materials.

If they are orchestrated correctly, the photography, graphic elements, voice and

tone, colors, and typography will align to form a visual expression that elevates the

campaign message to a successfully branded message as well.Realize the operational benefits

of SDN with an L2–7 strategy

from F5. Read the Forbes article

Learn more at f5.com/SDN

Build tomorrow’s network today.






Solutions for an application world.


Promotion | technology

Software Defined Networking Evolves

Enterprises are deploying hundreds of applications per day and going mobile across the organization. they are challenged to maintain this

pace without degrading quality of experi-ence, security or speed to market. in the face of this massive growth, the pressure to be agile, cost-effective, and flexible enough to adapt to new business or application models is increasing.

Data center virtualization in its present form helps meet these challenges, but it only gets two-thirds of the way there. the benefits of virtualization go well beyond capital and operational cost savings. Appli-cations become more agile, data center resources are utilized more efficiently, and the business can almost instantaneously respond to customer and competitive demands.

the network, however, has historically been the speed bump on the fast lane to virtualization. Data center administrators can orchestrate the abstracted compute and storage elements of their data centers, but have had to contend with manually configuring the network that ties these ele-ments together.

Bringing Everything TogetherSoftware Defined networking (SDn) prom-ises to bring the data center network into the realm of virtualization. SDn is a means of

abstracting the physical network and then defining it through a common software layer—presumably the same orchestration software controlling the compute and stor-age elements.

SDn brings the same agility, flexibility and availability to the underlying network layer that virtualization has brought to compute and storage. it also has the potential to con-solidate the entire data center under a single operations group so that it becomes simpler and less expensive to run.

much of the complexity in a network is the configuration and coordination of net-work nodes—switches and routers. in a traditional network, these consist of a con-trol plane and a forwarding plane, with the control planes dictating how the forwarding planes handle traffic flows.

SDn is the separation and centraliza-tion of the control plane. the interfaces between orchestration and control plane are what really matter, and what tie all three data center elements—compute, storage and network—into a complete, coordi-nated whole.

“When SDn was first defined, it didn’t address network services,” says manny riv-elo, executive Vice President of Strategic Solu-tions at F5 networks. “if you can provision a network instantaneously, then you should be able to provision the network services using interfaces. that’s our vision.”

Stateful Servicesthe challenge presented by these services is that many of them are stateful—that is, they keep some record of the flows they are servicing. if a conversation between applica-tions traverses a stateful service in one direc-tion, but bypasses that service in the return direction, the conversation can be broken. or worse, security policies could be undermined.

“the classic network architect may not have thought about that, because they’ve been thinking about ethernet packets, which are stateless,” rivelo explains. “our Synthesis architecture is about the software defined application services that are required inside the network infrastructure. customers can dovetail these services nicely with their packet switching, storage and hypervisor technologies. you seamlessly migrate from your traditional networks to these new net-works and ensure that your user-to-applica-tion experience continues to be fast, safe, secure and highly available.”

As SDn development has matured, practi-cal architectures are emerging that promise to finally allow a fully virtualized data center. the operational cost savings, agility and effi-ciency that are already being enjoyed under existing data center virtualization are only a part of SDn’s benefits. the fully virtualized data center means quickly responding to your customers and your competitors and pres-ents a platform for business innovation. n

By jEff DoylE

Banner AdBanner ad links to article.

Print ad links to website.

The website links to additional resources and reveals a sharable infographic.

An infographic links to F5 social media sites in the call to action.







29


ApplicationsWebsite

In 2014, F5 launched a new design and CMS (content management system) for

f5.com. F5 is working to bring the entire site up to date with the new standards

outlined in this document.

Layout, typography, color palette, photography and the data stream graphic

elements together communicate the style and tone of the f5.com brand.

30


Branded booth template: pull-up banner

F5 branded displays are a cost-effective and quick way to create a small

stand with a backdrop and a podium to gather around. There are two

background options for the templated pull-ups.

The freestanding, vertical pull-up banner is typically displayed with the

F5 table skirt. It is used in small field events, tabletop events, HR/recruiting

activities, charity events, partner promotions, and more.

No assembly is required; it ships via FedEx or UPS in a plastic case and is

easy to carry on a plane.

ApplicationsOPTION A: PHOTOGRAPHY AND DATA STREAM BACKDROP

Pull-up: 35" x 85" Pull-up: 35" x 85"

OPTION B: CIRCLE AND ICON PATTERN BACKDROP

31


Branded booth template: expand

10x10 pop-up booths require minimal assembly (see illustration below). A single-

sided fabric is stretched around a pop-up frame, and a plastic shipping case

converts into a logo-clad podium.

The expand template is used in mid-size field and federal events when an elevated

presence or branding is warranted, but no budget is available for install and

dismantle services, or shipping costs.

The graphic and frame fit in a shipping case, which ships via FedEx or UPS.

ApplicationsOPTION A: PHOTOGRAPHY AND DATA STREAM BACKDROP OPTION B: CIRCLE AND ICON PATTERN BACKDROP

Estia everiam qui arciat que velluptas experci adia id.

Expand: 114" x 85"

Assembly

Expand: 114" x 85"

32


Applications

FRONT VIEW BACK VIEW

A1

H

A2

EC

D (side wall)

B (back)

Large format custom booth property

Amidst a sea of exhibitors and thousands of attendees, F5’s unique offerings

simply and pointedly draw our demographic to the F5 booth, so that we can start

a conversation and whiteboard a solution. To achieve the best booth design,

please follow these guidelines:

Logo: The F5 logo should be prominently displayed on all sides and above the

booth so it can be identified from a distance. Messaging should be placed near

the logo that succinctly communicates to the visitor what we do and how we can

help potential customers.

Messaging: Headlines should be strategically targeted to draw attendees in for a

conversation with a salesperson. The minimum x-height for copy is 2˝. It should be

bright and readable from a distance.

Graphics and branding: Using large-scale photography that covers the entire

wall is a high-impact way to make the booth stand out. The data stream adds

visual interest that helps pull visitors in the booth as they walk by.

Technology and interactivity: Videos and interactive displays are useful for

telling the F5 story or demonstrating the use of technology, but should mainly be

a prompt for conversation.

33


Applications

FO R A N A P P L I CAT I O N WO R L D

S O LU T I O N SAGILITY

2014

Johnny Jacob SmithABC Company Long Name

INTERIOR WAYFINDING SIGNS

The bright colors of the monochromatic data stream attract attention without

sacrificing readability.

STAIR RAILING GRAPHICS

Railings that are viewed from floor to floor provide an opportunity for simple

branding with alternating event graphics.

EXTERIOR FLAGS

Exterior signage brands the event with the data stream, as well as circles

and icons overlaid on Active Location photography.

F5 Agility 2014

F5 Agility is an annual event that provides thought

leadership and a technology vision to F5 customers and

partners. The event theme and collateral are redesigned

each year.

INTERIOR OVERHEAD SIGNS

Active Location photography with the monochromatic data stream distinguishes

the Solutions Expo area within the event.

EMAILERS AND BADGES

Email headers and badges have less real estate for a branded message.

The monochromatic data stream is used as a background pattern with an

overlay of type to deliver a strong but simple message.

register nowAGILITY



FO R A N A P P L I CAT I O N WO R L D

S O LU T I O N SAGILITY

2014

Johnny Jacob SmithABC Company Long Name

New York CityBeijing | Copenhagen | Seoul | Shanghai | Singapore




General Session

Breakout Sessions

34


ApplicationsGiveaways

The logo may be etched into items such as metal pens or glassware.

Promotional collateral

Research indicates that people are 52% more likely to stop at tradeshow booths

that are giving out appealing promotional items. F5 giveaways should connect

with F5’s strategic position at the tradeshow, be branded with the F5 logo, and,

ideally, be useful to people in their daily lives.

Please visit the Brand Resource Center (BRC) for approved promotional collateral

or if you are creating new promotional collateral, contact the Brand Team for

approval.

Logowear

For logowear, use the solid PMS logo. If the background is not white, please

ensure the “f5” prints white and the sphere prints solid PMS 186 or black.

Please follow the standard guidelines for clear space, color use, and size.

Additional information and purchases can be made at the online F5 Shop at

http://shop.f5.com/.

Stress ball

https://f5.webdamdb.com

mailto:brand%40f5.com?subject=

35


Nobody knows applications better. F5 helps organizations meet the demands—and embrace the opportunities—that come with the relentless growth of voice, data, and video, mobile workers, BYOD, and applications—in the data center, the network, and the cloud.

Necessity is the mother of invention.Existing and emerging technology trends have the potential to significantly effect organizations,

and with social, mobile, cloud, and information at the forefront, today’s businesses require a new model for application services. One that’s easy to use and easy to procure for a variety of business models.

Introducing F5 Synthesis. F5 Synthesis is a new architectural vision that focuses on today’s most business-critical assets: applications. The F5 Synthesis model is a next-generation approach that delivers application services without constraints by leveraging three major elements:

• A high-performance services fabric

• Intelligent services orchestration

• Simplified business models

Architectural Vision

In 2013, F5 unveiled F5 Synthesis,™ an architectural

vision that provides a way for customers to keep

applications up and running securely on their networks.

The F5 Synthesis branding helps us effectively package

and communicate the value of Synthesis, while keeping

things simple for our customers.

F5 Synthesis brand elements

F5 Synthesis is a sub-brand of the F5 corporate brand. It consists of two

elements: a word mark and a visual element, shown below. For more information

about F5 Synthesis, visit synthesis.f5.com.

Word mark

F5 Synthesis usage

The Synthesis brand element and word mark should only be used on marketing

materials specific to Synthesis content.

• The Synthesis brand element should never appear without the F5 corporate logo.

To avoid visual competition between the F5 corporate logo, do not place the

Synthesis elements directly next to it (see applications below).

• The brand element comprises three organic shapes and a fabric texture.

It may be cropped, but not broken apart. If it is cropped, please make sure all

three colors are visible.

Synthesis brand element

F5 Synthesis: Applications without ConstraintsF5 Synthesis is a new architectural vision for delivering application services without constraints. By leveraging a high-performance services fabric, F5 Synthesis delivers the applications businesses depend on securely, rapidly, and reliably.

by Nigel Burmeister

WHITE PAPER

Synthesis paper Synthesis brand card

https://synthesis.f5.com

36


Voice and ToneTone of voice

solution-oriented

editorial

credible

approachable

energetic

The editorial mission

Bring F5 products to life. Highlight game-changing

trends and demonstrate how our world-class products

help meet organizational goals.

From web to white paper

Voice and tone will vary from medium to medium

depending on the objective. It isn’t necessary to use all

of the traits all the time.

Copy guidelines

Clear

Say what you mean, and never sacrifice clarity

for creativity.

Customer-centric

We sell solutions. From IT influencers to service

providers, always remember your audience.

Compelling

We encourage engagement and action at every level.

There should be no dead ends. From the home page

to white papers to sales contacts, we want to connect

our customers to an F5 solution.

Tone of voice isn’t what we say, but how we say it.

It’s the language we use, the way we construct

sentences, the sound of our words, and the personality

we communicate. Adhering to the F5 voice and tone

keeps our content consistent with our overall brand.

37


Content Style Guide

When creating or revising content for any F5

materials—from headlines to solution and product

descriptions and everything in between—please

consult the F5 Content Style Guide. It includes

guidance about:

• How to use the name “F5”.

• When and how to apply trademarks to F5 product and technology

names (e.g., the BIG-IP platform).

• Editorial style choices (e.g., use serial commas).

• How to style industry terms (e.g., VoLTE).

• How to style F5-specific terms (e.g., Application Delivery Controller).

• How to cobrand various materials.

• Editing diagrams and other graphics.

https://hive.f5.com/docs/DOC-18823

38


Legal ConsiderationsTrademarks

These guidelines must be observed by those authorized to use F5 trademarks.

Only partners (e.g., resellers and distributors) or others who have obtained explicit

permission from F5 are authorized to use certain F5 trademarks. Otherwise, no

right, license, or permission, express or implied, to use F5 trademarks is provided

by these guidelines. Any uses of F5 trademarks that are not covered by any of

the examples in these guidelines requires prior written approval by F5. Apply

the appropriate trademark notices to F5 product, feature, and service names

or taglines in materials referencing F5 trademarks, including print material and

documents that will be hosted online as a PDF. You can find a list of current

trademarks at f5.com/about/guidelines-policies/trademarks. Logos, images, and

trademarks of F5 are subject to change without notice. Unless ® is noted for a

particular product, feature, or service name or tagline of F5, use ™.

Product naming

To preserve F5 brand integrity and adhere to legal requirements, do not cut

corners on F5 naming. Product naming can be complex, so please contact

F5 directly if you need clarification.

• F5 internal teams must apply trademarks in print materials; however do not apply

trademarks to web page content. Third parties must mark all F5 trademarks,

including web page copy.

• Apply trademarks to first mentions of products and technologies in body copy

if it is unsuitable to apply them in headlines.

• Refer to f5.com/about/guidelines-policies/trademarks for a complete list of

F5 trademarks.

Third party usage notice

Third parties must apply this notice to materials referencing F5 trademarks

(e.g., printed materials, documents that will be hosted online as a PDF, web

page content, etc.): F5, F5 Networks, and the F5 logo are trademarks of F5

Networks, Inc. in the U.S. and in certain other countries. Other F5 trademarks are

identified at f5.com. Any other products, services, taglines/slogans, or company

names referenced herein may be trademarks of their respective owners with no

endorsement or affiliation, express or implied, claimed by F5.

Legalese to be applied to internally published materials

Apply this legalese to printed materials and documents that will be hosted online

as a PDF:

©2015 F5 Networks, Inc. All rights reserved. F5, F5 Networks, and the F5 logo are

trademarks of F5 Networks, Inc. in the U.S. and in certain other countries. Other

F5 trademarks are identified at f5.com. Any other products, services, or company

names referenced herein may be trademarks of their respective owners with no

endorsement or affiliation, express or implied, claimed by F5.

http://www.f5.com/about/guidelines-policies/trademarks

http://f5.com/about/guidelines-policies/trademarks

39


How to Find/Request Assets

All branded assets are available on F5’s Brand Resource Center: https://f5.webdamdb.com.

Please email [email protected] if you have questions.

https://f5.webdamdb.com

mailto:brand%40f5.com?subject=

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