Siemens partners' guide

Siemens Business ServicesPartner Logo

Styleguide

Logo and colours

Logo and background

Logo sizes

Typography

Logo and spacing

Logo and any other logos

Logo and advertising materials

Merchandising

All you need on CD-ROM

Foreword

Contents

1.

2.

3.

4.

5.

6.

7.

8.

9.

The style guide package was

developed especially for our

three-step partner programme.

The Siemens Business Servi-

ces partner logo stands symbo-

lically for mutual growth and

the co-operation between Sie-

mens and its partners. It was

designed taking into account

the new Siemens Corporate

Identity guidelines.

In order to clearly define the

status of the partnership,

Siemens Business Services part-

ners are given the particular

partner logo that suits them:

Strategic Alliance, Premier

Partner, Business Partner, or

Alliance Management.

Then, in the business com-

munication and advertising

methods of the partner, these

and only these logos may be

used, in order to avoid misuse.

The use of the “Siemens”

logo is forbidden here.

In special cases, authorisa-

tion for the one-off use of

this logo can be granted by

Siemens AG via Siemens Busin-

ess Services.

Foreword

The most common symbol

of identification within an

image is the logo. It is the most

precise and succinct way to

express a persona. With its sig-

nal characteristics, it is a hall-

mark of every kind of means of

communication. Therefore it is

of great importance that our

logo is always used consistently

and uniformly.

The size, choice of colour

and combination with other char-

acters, or the position assign-

ment within the text must be

set down and should not be

changed. Only in this way will

the logo be a fixed component

and will be able to fulfil its func-

tion as an identification symbol.

Above all, because this logo, in

most areas of application, must

be incorporated into a Corpora-

te Design which already exists.

The logo is a brand word.

The distances between the indi-

vidual letters are determined

according to optical points of

view and should under no

circumstances be changed.

Our logo has, according to its

use, a corresponding strapline.

The logo colours are orange,

blue, green and black. In four-

colour printing they comprise:

Orange: 60% magenta and

100% yellow

Blue: 100% cyan and 65%

magenta

Green: 100% cyan and 100%

yellow

They will be used in various

shades of brightness. On the

following pages we have defi-

ned the rules for working with

our logo and give examples of

the correct usage.

1. Logo and colours

Siemens Business ServicesStrategic Alliance

11mm

16mm

16mm3mm

3mm

6mm

Siemens Business ServicesPremier Partner

11mm

16mm

16mm3mm

6mm

Siemens Business ServicesBusiness Partner

11mm

16mm

16mm3mm

6mm

Siemens Business ServicesAlliance Management

11mm

16mm

16mm3mm

6mm

3mm

3mm

3mm

True colour printing

Lettering ”Siemens Business Services“ + partner status:100 % black


Orange 30 % (M: 60 % Y: 100 %)

Orange 100 % (M: 60 % Y: 100 %)

Orange 60 % (M: 60 % Y: 100 %)


Siemens Business ServicesPremier Partner

Green 30 % (C: 100 % Y: 100 %)

Green 100 % (C: 100 % Y: 100 %)

Green 60% (C: 100 % Y: 100 %)


Siemens Business ServicesBusiness Partner

Blue 30 % (C: 100% M: 65%)

Blue 100 % (C: 100% M: 65%)

Blue 60 % (C: 100% M: 65%)


Siemens Business ServicesAlliance Management

Black 30 %

Black 100 %

Black 60 %

Newspaper black/white printing, 24 screen

On a black Background

Lettering “Siemens Business Services” + partner status:100 % black

Siemens Business ServicesPartner status

Black 30 %

Black 100 %

Black 60 %

Lettering “Siemens Business Services” + partner status:100 % white

Siemens Business ServicesPartner status

Black 30 %

Black 100 %

Black 60%

As the logo must be univer-

sally applicable, the guidelines

for using the logo on various

backgrounds are detailed here.

It is important to match the logo

to its respective background

without allowing it to lose its

succinctness and readability.

Thus the logo, irrespective of its

surroundings, should always

clearly communicate its individu-

ality and message.

As an example, the orange

“Strategic Alliance” Logo is

shown here. The “Premier Part-

ner”, “Business Partner” and “Alli-

ance Management” logos are

also to be handled similarly in

their respective colour codes,

green (C: 100 % Y: 100 %), blue

(C: 100 % M: 65 %), and black.

2. Logo and background

White background

Black background

Coloured background

Use the b/w versionof the logo for col-oured backgrounds.

Photo background

The 4-colour versionof the logo is to beused for b/w photos,and the b/w versionfor coloured photos.





The size of our logo can

vary. It is basically designed to

fit the format of the respective

printed product. And also when

it is to be inserted into an adver-

tisement that already exists. For

the most common uses and for-

mats, the sizes are defined.

Examples of this can be found

on the adjacent page. Basically

it should be noted that the mini-

mum size must be observed.

On large posters and normal

posters, the logo can also be

made larger, in accordance with

the other design elements.

3. Logo sizes

Paper size A6–A4Minimum!

A4

A4–A3

A4–A3Full-page and 2-pageadverts1/3 page in newspapers



Siemens Business ServicesStrategic alliance


4. Typography

Alongside the logo, the

typeface is the most impor-

tant layout-related element

to create an unmistakeable

visual appearance. It is also

important to observe the

rules set down for the use of

typeface.

Siemens Business Servi-

ces uses the Siemens Sans

Bold font. The partner status

uses Siemens Sans Roman

font

Type size is dependent on

the respective column width

and the number of columns

in the text.

A6–A4:

Minimum!

Upper lettering: 11 pt

Partner status: 9 pt

A4:


Partner status: 10 pt

A4–A3:

Upper lettering: 13.5 pt

Partner status: 11.5 pt

A4–A3: Full page + 2-page

advertisements

1/3 page in newspapers:


Partner status: 12pt

Spacing is always 0.

For legibility reasons, the

type size should be no less

than 9 point.

As an example, the oran-

ge “Strategic Alliance” logo is

shown here. Similarly, the

“Premier Partner”, “Business

Partner” and "Alliance Mana-

gement“ logos are, of cour-

se, to be handled – accor-

ding to size – in their respec-

tive colour codes; blue (C:

100 % M: 65 %), green (C:

100 % Y: 100 %) and black.

Lettering + partner status

Siemens Business Services:

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0

Siemens Sans Bold(Siemens Business Services logo)

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0

Siemens Sans Roman(partner status)


As our logo is used for

promotional purposes, it

should always be freestand-

ing in advertisements, bro-

chures and other advertising

materials. This means: a free

space must be main-

tained between the brand

word and other typographi-

cal elements such as text,

foreign logos, picture sym-

bols etc. This applies in parti-

cular when the logo is incor-

porated in an existing adverti-

sement or Corporate Design

(see adjacent example).

Due to the diversity in

shape of foreign logos and

Corporate Design guidelines,

it is imperative to re-define

the amount of space each

time the logo is used. As a

fixed guideline for the free

space around the logo, the

distances from the top and

the bottom equal the height

of the logo, including the

strapline. The distance from

left and right is defined as

half the height of the logo.

The logo should not be

used within headings or

body text.

In addition to this, the

logo should never be used in

copy texts.

Individual elements

should not be deleted and

should not be positioned in

an arbitrary manner.

The partner logo is per-

mitted to “float” within the

outer type area, i.e. it can be

positioned in various ways

on the type area. There, the

logo should also be placed in

the photo (on 4-colour pho-

tos in b/w; on b/w photos in

4-colour.

In principle, the following

applies: our logo will be

used in 4-colour on a white

background, on coloured

backgrounds in the b/w ver-

sion.

5. Logo and spacing

Type area

Distance fromtop, equal to logo

height

Distance from right, equal tohalf the height of the logo

Distance from left, equal tohalf the height of the logo

Distance frombottom, equal to

logo height






DIES IST EIN BLINDTEXT,ER IST EIN PLATZHALTER.

Ich bin der Claim. Stehe zur Verdeutlichung.

Dieser Text ist eine Manuskriptfassung. Er hat keinerlei Bedeutung,

sondern dient dazu, die Typografie und das hierfür speziell ausgewählte Erschei-

nungsbild praxisgerecht darzustellen. Dieser Text ist eine Manuskriptfassung. Er

hat keinerlei Bedeutung, sondern dient dazu, die Typografie und das hierfür spezi-

ell ausgewählte Erscheinungsbild praxisgerecht darzustellen. Dieser Text ist eine

Manuskriptfassung. Er hat keinerlei Bedeutung, sondern dient dazu, die Typogroi.

Partner Logo

LOGO

Type areaSiemens Business Services Partner Logo

Partner strapline

Copy

Partner Ad

Headline

Visual


6. Logo and any other logos

In principle, when designing

advertisements, care should be

taken that our logo is always

succinct when used in connec-

tion with body copy and illustra-

tions.

In combination with a for-

eign logo, the requirements for

distance and free space should

be observed. The exact guide-

lines for this are to be found in

the chapter concerning logo

and space.

DIES IST EIN BLINDTEXT, ER IST NUR EINPLATZHALTER, STEHT FÜR NICHTS.

Ich bin Claim. Stehe zur Verdeutlichung.

Partner logo

LOGO

Type area Partner strapline

Copy

Headline

Visual

Dieser Text ist eine Manuskriptfassung. Er hat keinerlei Bedeutung, sondern dient

dazu, die Typografie und das hierfür speziell ausgewählte Erscheinungsbild praxisgerecht darzustellen.

Dieser Text ist eine Manuskriptfassung. Er hat keinerlei Bedeutung, sondern dient dazu, die Typografie

und das hierfür speziell ausgewählte Erscheinungsbild praxisgerecht darzustellen. Dieser Text ist eine

Manuskriptfassung. Er hat keinerlei Bedeutung, sondern dient dazu, die Typogroi.

Siemens Business Services Partner Logo

Partner Ad


7. Logo and advertising materials

For all advertising materials

such as printed stationery, bro-

chures, business cards, letter

heads and leaflets it should be

ensured that our logo is incor-

porated harmoniously in the

existing Corporate Design, but

nonetheless that it remains suc-

cinct. The distances relating to

text, illustrations and foreign

logos, as set down in our guide-

lines, must be observed.

In the case of application in

visual media such as presentati-

on charts, homepages, Internet

banners etc., the logo should be

applied in the same form and

design as in printed publicati-

ons, as far as technical possibili-

ties allow. This means that, irre-

spective of the available fonts,

sizes and positioning guidelines

should always be observed.



Firma XYZMusterstraße 112345 Stadt

Mitarbeiter XYZGlobal Head XYZBranche

Tel.: 12345/ 567Fax: 123456e-mail: Muster@abc

Firma XYZMusterstraße 1

12345 Stadt

Mitarbeiter XYZGlobal Head XYZ

Branche

Tel.: 12345/ 567Fax: 123456

e-mail: Muster@abc

Bank XZ Bankleitzahl 1000000 Bank XYZ Bank SatBank XZ Bankleitzahl 1000000 BankXYZ Bank Stadt Bank XZ Bankleitzahl 1000000 Bank XYZ Bank Stadt Bank XZ Bank

Partner Logo Business cardtext

Letterhead

LOGO

Partner LogoLOGO



Companydetails

Partner Stationery

Internet



Partner Logo LOGO


Dieser

Text ist eine Manuskriptfassung. Er hat keiner-

lei Bedeutung, sondern dient dazu, die Typo-

grafie und das hierfür speziell ausgewählte

Erscheinungsbild praxisgerecht darzustellen.

Dieser Text ist eine Manuskriptfassung. Er hat

keinerlei Bedeutung, sondern dient dazu, die

Typografie und das hierfür speziell ausgewähl-

te Erscheinungsbild praxisgerecht darzustellen.



Typogroi. Dieser Text ist eine Manuskriptfas-

sung. Er hat keinerlei Bedeutung, sondern

dient dazu, die Typografie und das hierfür spe-

ziell ausgewählte Erscheinungsbild praxisge-

recht darzustellen. Dieser Text ist eine Manus-

kriptfassung. Er hat keinerlei Bedeutung, son-

dern dient dazu, die Typografie und das hierfür

speziell ausgewählte Erscheinungsbild praxis-

gerecht darzustellen. Dieser Text ist eine

Manuskriptfassung. Er hat keinerlei Bedeutung,

sondern dient dazu, die Typogroi.











Typogroi.

Dieser Text ist eine Manuskriptfassung. Er hat keinerlei Bedeu-

tung, sondern dient dazu, die Typografie und das hierfür speziell

ausgewählte Erscheinungsbild praxisgerecht darzustellen. Dieser

Text ist eine Manuskriptfassung. Er hat keinerlei Bedeutung, son-

dern dient dazu, die Typografie und das hierfür speziell ausge-

wählte Erscheinungsbild praxisgerecht darzustellen. Dieser Text

ist eine Manuskriptfassung. Er hat keinerlei Bedeutung, sondern

dient dazu, die Typogroi.

























DIES IST EIN BLINDTEXT, ER IST NUR EIN PLATZHALTER,STEHT FÜR DEN TEXT DER INTERNETSEITE

Partner Internet Site

Trade fair stand

PlakatDieser Text ist eine Manuskriptfassung.Er hat keinerlei Bedeutung, sonderndient dazu, die Typografie und dashierfür speziell ausgewählte Erschärr.

Partner LogoLOGO

LOGO



Partner trade fair stand

8. Merchandising

For the printing of promotio-

nal and advertising goods, the

following should be noted:

The printing of the logo

should, if possible, be carried

out on a white background. In

the case of imprinting on a

house colour which already

exists, it should be ensured that

the coloured elements of the

logo provide sufficient contrast

to the background.

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