IBM Logo Usage Guidelines for Third Party Event Sponsorship · IBM Logo Usage Guidelines for Third...

June 2011

IBM Logo Usage Guidelines for Third Party Event Sponsorship

Event Sponsorship

2IBM Logo Usage Guidelines for Third Party Event Sponsorship

Table of Contents

Introduction��3

Description��4

Purpose��5

IntendedAudience��5

WhytheGuidelines?��5

Standard Practice��6

Clarity&Context��6

Time&PlacetoUsetheIBMLogo��6

Establishing Brand Identity at Events��7

Signage��7

Print��8

OnlineAssets��9

IBM Identity Guidance for Sponsorship & Event Contribution��10

EventActivitySponsor��10

IBMSpeaker��10

Merchandising��11

IBMispleasedtoberepresentedatyourupcomingevent�IBM’sinvolvementmayconsistofasponsorshipopportunity,aspeakingengagementoranotheraffiliation,andwehopeyouareabletoutilizethisresourceandthecontactsavailableinordertostreamlinethebrandingprocess�


Table of Contents

Best Practice��12

OtherIBMTrademarks��12

Dos&Don’ts��13

BrandIdentityGuidance��14

ColorSpecifications��16

IBMCreativeReview��16


Introduction

These guidelines outline the standards and requirements for authorized use of the IBM logo for event materials and websites. IBM requires all parties to comply with these guidelines to ensure a consistent IBM brand identity across all messaging.

Description

IBM may participate in your event as:

• Aneventsponsororcontributor

• Anactivitysponsor

• Aspeaker

• Anexhibitor


Introduction

Purpose

The purpose of this document is to provide third parties the proper techniqueandformatwhenusingtheIBMbrand.Allguidelinesneedto be followed in order to ensure that IBM is being properly represented at your event.

Intended Audiences

The intended audiences of this document are third parties collaborating with IBM. Each third party is responsible for ensuring that the guidelines within this document are followed.

Why the Guidelines?

The IBM logo is one of the most recognizable logos in the world. ItisthemostpowerfulsymboloftheIBMbrand,marketleadership, global reach and competitive differentiation. Interbrand, a global brand consultancy, has valued the IBM brand at over $60 billion. IBM invests hundreds of millions of dollarsinworldwidemarketing.Thevalueandvisibilityoftheseefforts is strengthened through consistent presentation of our brand symbols. It is important that when we allow third parties to include the IBM logo in their communications it is placed properly to reinforce our role and is sized according to our specifications.Thefollowingguidelinesdefinehowapprovedthird parties should display the IBM logo.

Whether you are producing signage, hard copy communications orawebsite,theIBMlogoshouldbeproperlydisplayed.Afterall,you’renotjustcreatingamarketingcommunicationsvehicle.You’recreatingapieceoftheIBMexperience.


Standard Practice

Clarity and Context

IBM’s role should be clearly indicated by appropriate logo placement, prominenceandexplanatorytext.Anyoneviewingeventmaterialsorwebsites must understand the responsibilities and contributions of all parties. This means that the IBM logo may not be placed or applied in any way that could cause confusion about the source or origin of an offering or communication.

The representation of the IBM logo in communications must always:

• MakethescopeandnatureofIBM’sparticipationclear

• Makethesourceofthecommunicationclear

Because of your relationship with IBM and the legal agreement we share,IBMlogoartfilesareprovidedforyourusealongwiththisdocument.Ifyouareworkingwithanagencyorcreativedepartment,please supply them with these guidelines and the appropriate IBM logo art.

Time & Place to Use the IBM Logo

Time

IBM may be featured as a sponsor, contributor, activity sponsor or speaker,acrossalleventmessaging,regardlessofthetypeofevent, to identify IBM’s role within the event.

Place

The IBM logo may only be used on the event materials outlined in this guide. Please see the Best Practice/Brand Identity Guidance on Page 14 for additional details on using the IBM logo on these materials.

• MarketingMaterials–TheIBMlogomaybeplacedonlyonmarketing materials directly related to the promotion of your event to attract new participants or promote your event’s value to potential participants. Thesemarketingmaterialsincludetraditionaladvertising,direct marketingorliterature-basedmessaging.

• VenueSignage–TheIBMlogomaybeplacedonlyondisplays at the actual event.

• Website(s)–TheIBMlogomaybeplacedonlyonthewebsitefor yourspecificevent.


Venuesignage

Establishing Brand Identity at Events

To identify IBM as an event sponsor or contributor it is importanttokeepinmindtwokeyelements:

• Sizingofthelogo• Hierarchyofinformationwithinthemessagespace

Assponsorshiplevelsandaffiliationmayvary,wedependon the placement and size of the IBM logo on event materials to help identify our contribution to a given event.

Signage:

• TheIBMLogoshouldbeplacedwithdescriptivetext describing the level of participation.

• TheIBMLogoshouldbepositionedandsizedas secondarytotheEventLogo.

• TheIBMLogoshouldbefeaturedalongwithandequal in size to the logos of other equivalent sponsors.

EVENTCO

WELCOMESponsored by:

SERVICEWORLD


Print:

• TheIBMLogoshouldbeplacedwithdescriptivetext identifyingtheroleofIBM.Examplesofthesedescriptors are,“Sponsoredby,”“Presentedby,”“PlatinumSponsor,”etc.

• TheIBMLogoshouldonlybeusedinthecontentareaof print communication, and never in the masthead.

• TheIBMlogoshouldneverbeusedasa“signature”or branding of any event communication.

Marketingmaterials:ad,mailer,etc.

Sponsored by:

SERVICEWORLD

Special KeynoteHands-on seminars500 exhibitor

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pellentesque vel ipsumolestie.

Don’t Miss the Event of the Season

EVENTCO



Online Assets:

Event Webpage:

• TheIBMLogoisnottoappearinthemastheadornavigationarea to avoid any confusion about the source of the communication. PleasekeeptheIBMlogoplacedinthecontentareaofthesite.

• TheIBMLogoshouldonlybeusedasanactivelinktotheIBM homepage ibm.com.

• Intermsofcontent,ifIBMsponsorsanevent,aspecificoffering orbusinessunitmaybefeaturedonan“AboutIBM”pageand the“GotoIBM”buttonmaylinktoadivisionalhomepage.

Web Buttons:“GotoIBM”Button

• ThisassetishelpfulinconnectingtheEventwebsitetoaspecific IBM website that is consistent with the messaging of the event.

• Beforeusingtheartwork,clientsmustreviewandagreetotheterms of license and guidelines found at ibm.com/ibm/connect.shtml.

• Thereisonlyonesizeandartworkformatforthisbutton.Pleasevisit theURLaboveforanyadditionalguidelinesforusingthisasset.

Website(s)

Sponsored by:Announcing the next

Special Keynote

Hands-on seminars

500 exhibitor

SERVICEWORLD

EVENTCO

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www.eventco.com/ServiceWorld



SERVICEWORLD



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Suspendisse semper laoreet enim, non convallis eros feugiat vel.

Morbi urna augue, aliquet eu aliquet nec, pellentesque vel ipsum.

Praesent sed sapien auctor mi tempus molestie vitae eu arcu.


condimentum pharetra feugiat.

Maecenas eleifend mauris eu libero porta at egestas turpis

adipiscing. Suspendisse semper laoreet enim, non convallis eros

feugiat vel. Morbi urna augue, aliquet eu aliquet nec, pellentesque

vel ipsumolestie.



porta at egestas turpis adipiscing. Suspendisse semper laoreet

enim, non convallis eros feugiat vel. Morbi urna augue, aliquet eu

aliquet nec, pellentesque vel ipsum.

DINNER SPONSORED BY IBM:

Schedule

EVENTCO

8:30-9:30

9:30-10:30

10:30-12:00

12:00-2:30

2:30-5:00

6:30-9:00

Event Activity Sponsor

Print:

• Withinprint,theprimaryidentityshouldbetheEventLogowith the IBM logo placed in a less prominent place within the layout.

• TheIBMLogoshouldbeplacedwithinascaledamountofwhite space,distancingthelogofromothertext,graphicsorotherlogos.

• TheIBMlogoshouldalwaysbefeaturedalongsideadescriptor, identifying the contribution or sponsorship level of IBM.

IBM Speaker Print and Electronic:

• TheIBMlogoshouldbeusedonlywithinthecontentarea,never within the masthead or the navigation.

• Placethelogoclosetothespeakerbiographyand/ortopic description, so that it doesn’t appear as if IBM has contributed to other portions of the program.

EventSchedule

IBMSpeaker

IBM Identity Guidance for Sponsorship and Event Contribution

SERVICEWORLDSpeakers

EVENTCO

Photo Here

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Mauris at elit quis eros mattis rutrum quis et sapien. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Pellentesque sed ante sed tellus ullamcorper tempus. Integer ipsum est, condimentum in consectetur quis, mollis non massa. Fusce non porta odio. Nunc tortor lectus, placerat in malesuada quis, aliquet nec erat. Quisque eu neque tempus metus fermentum sollicitudin.

Suspendisse id purus vitae purus mollis consectetur vitae non est. Ut ut erat lacus, sit amet blandit eros. Curabitur turpis ligula, vulputate ullamcorper dictum et, iaculis sit amet neque. Duis quis neque ut eros congue facilisis ac ut dolor. Phasellus libero urna, auctor vitae tristique nec, cursus sit amet risus. Curabitur pretium accumsan lorem.


Merchandising:

• WhenusingtheIBMlogoonmerchandiseatevents,keepinmindthat the IBM logo can be used on reusable items only, such as tote bags, folders or reusable water bottles.

• Napkinsandcupsareexamplesofdisposableitemsthatarenot approved for placement of the IBM logo.

• Additionally,itemscarryingtheIBMlogoshouldnotbereproduced aftertheeventunlessspecificallyallowedinyouragreementwithIBM.

• IfyouareconsideringusingtheIBMlogooneventmerchandise,you must use one of our approved manufacturers. Please discuss with your IBM representative or contact [email protected].

• TheIBMlogomaynotbeusedonmerchandisesoldforprofit at or for your event.

IBM Identity Guidance for Sponsorship and Event Contribution


Other IBM Trademarks

Legal and Trademark Guidance

Unlessyouarespecificallylicensedtodoso,youmaynotuseanytrademarksotherthantheIBMlogoforyourevents.Seebelowforalistingofguidelinesandexamplestoconsider when IBM is represented at your event:

Legal Guidance:

• Alwaysincludeatrademarkstatementonthepage where the IBM logo is used or in the legal section of the communication:

IBM,theIBMlogoandibm.comaretrademarks of the International Business Machines Corp., registered in many jurisdictions worldwide.

ForadditionalinformationonIBMTrademarks, go to ibm.com/legal/copytrade/shtml.

• TheIBMlogoistheonlymarkthatyouarelicensed touseattheevent,unlessgivenaspecificlicense from IBM.

• WhenyoufirstreferintexttoanIBMproductorservice name,precedethenamewith“IBM”andfollowitwith thepropertrademarksymbol.

• Atrademarkshouldbeusedasanadjectivebefore a noun.

IBMSystemx®TechnologyExchangeOffering

Best Practice


Do:

• CapitalizetheinitialletterofeachIBMproductorservicename, unless the name is shown differently on the http://www.ibm.com/legal/us/en/copytrade.shtml site.

• AlwaysincludealegalattributionfortheIBMtrademarksreferenced in your event materials. This should be visible on the same page as the IBM logo or provided in the legal content on the document or site. Do not alter the legal attribution statement.

• “IBM”shouldalwaysappearcapitalizedwhenusedintext.

• Thelegalattributionstatementshouldalwaysbeginwith“IBM,theIBMlogoandibm.com”.OtherIBMtrademarksincluded in your event materials should be listed after ibm.com in alphabetical order in the attribution statement.

Don’t:

• UseIBMtaglineswithoutexpresspermissionfromIBM.

• UsetheIBMtrademarkednameforaproductorservice as a noun or in plural form.

Best Practice

IBM WebSphere®

Three IBM System Z’s


Brand Identity Guidance

• TheIBMlogoshouldstandalone,withadequate “clearspace”equaltotheheightofthe“I”in“IBM”.

• Therearepositiveandnegativeartworkfilesprovided, and there is a clear difference between them. There are alsospecialfileformatsforelectronicmedia.

Best Practice

NegativePositive


Brand Identity Guidance

• Donotcombinethelogowithanyotherlogo,textorgraphics.

• Donotplacethelogowithinashapeorbackgroundthat consistsoftextures,graphicsorcolorthatmayreducevisibility.

• Usethelogoonlyonceonawebpageorcommunication.

• Neveralterthelogoartworkfilebycreatinganewversion or changing the size, color or proportion.

• TheIBMlogoshouldalwaysbetypeset.Donotusethelogo as part of a sentence, headline or title.

• DonotprovidetheIBMlogotoanyoneotherthanyouragencyor creative department, without the written approval of IBM.

Best Practice

PlatinumSponsor

Come see the storage system and speak to an ibm representative.


Color Specifications

• PantoneEquivalent,PMS2718C

• ProcessEquivalent,Cyan75%,Magenta43%,Yellow0%,Black0%

• RGBequivalent:Red90%,Green135%,Blue197%

• Broadcastequivalent:Red22%,Green42%,Blue70%

Best Practices

PMS 2718C CMYK RGB Broadcast

IBM Creative Review

• Beforeprintingorpostingcommunications,youmustsubmitthemtoyourIBMcontactforreview.

• Inmostcases,submissionswillbereviewedandrepliedtowithin24hours�

©CopyrightIBMCorporation2011

IBMCorporateBrandExperienceandStrategicDesign

Route100,POBox100

Somers,NY10589

IBM,theIBMlogoandibm.comaretrademarksofInternationalBusinessMachinesCorporation,registeredinmanyjurisdictions

worldwide.AcurrentlistofIBMtrademarksisavailableontheWebatwww.ibm.com/legal/copytrade.shtml.

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