VMware Branding Guideline 09Q4

VMware Partner Brand GuidelinesV.1.1 / Updated December 2009

G U i D e l i n e s

VMware Partner Brand Guidelines

PA R T n e R B R A n D G U i D e l i n e s / 2

Table of Contents

Section A: Messaging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Section B: Tone and Voice. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Tone/Voice............................................... 12

The VMware Tone and Voice. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Section C: Corporate Logo. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

Freedom from Constraints. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Corporate Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

Logo Colors & Backgrounds................................ 20

Logo Clear Space. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

Logo Sizing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

Use of Registration Mark Symbol. . . . . . . . . . . . . . . . . . . . . . . . . . . 23

Incorrect Logo Uses. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

Section D: Co-brand and Program Logos. . . . . . . . . . . . . . . . . . . . . . 25

Co-branded Logos. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Building Co-branded Logos. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

Building Co-branded Logos with Divider . . . . . . . . . . . . . . . . . . . . 28

Section E: Partner System and Logos . . . . . . . . . . . . . . . . . . . . . . . . . 29

Partner Logos Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

Partner Badge and Competency Examples. . . . . . . . . . . . . . . . . . 31

Partner Program Logos Overview........................... 32

Logo Colors & Backgrounds................................ 33

Logo Clear Space. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34

Logo Sizing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35

Incorrect Logo Uses. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36

Section F: VMware Brand Names and Trademarks . . . . . . . . . . . . . . 37

List of VMware Brand Names. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38

List of VMware Trademarks. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44

Section G: Brand Resources & Contacts . . . . . . . . . . . . . . . . . . . . . . . 45

Brand Resources & Contacts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46

U P D AT e D n o V e m B e R 2 0 0 9s e C T i o n A

Messaging



Company information

CoMPany MissionTo dramatically simplify the complexity of IT.

CoMPany Position

VMware is the global leader in Business Infrastructure Virtualization, the technology catalyst enabling more flexible and efficient IT environments.

Key Value ProPosition

VMware enables organizations to energize their businesses through IT, while saving energy. VMware achieves this through the delivery of proven solutions for Business Infrastructure Virtualization based on the company’s industry-leading virtualization platform—VMware vSphere.

With VMware Business Infrastructure Virtualization solutions, Iorganizations can:

• Optimize financial energy by reducing capital and datacenter costs to get more done with less. VMware virtualization can reduce capital costs by as much as 60 percent.

• Shift human energy from servicing hardware to driving the business. VMware virtualization reduces time spent on routine administrative tasks by about a third.

• Save the Earth’s energy by using less power, cooling and real estate, and using it more wisely. VMware virtualization reduces power, cooling and real estate needs in the datacenter, cutting energy costs by up to 80 percent.



Company Description(s)

25 words VMware, the global leader in Business Infrastructure Virtualization, delivers proven virtualization solutions from the desktop through the datacenter and to the cloud.

100 words VMware, the global leader in Business Infrastructure Virtualization, delivers proven virtualization solutions—from the desktop through the datacenter and to the cloud—that energize business, while saving energy. IT organizations in companies of all sizes rely on VMware and its industry-leading platform, VMware vSphere™, to achieve a more efficient, controlled and flexible IT environment. With 2008 revenues of $1.9 billion and more than 150,000 customers and 22,000 partners, VMware delivers the world’s most trusted solutions for virtualization, a strategic initiative that consistently ranks as a top priority among CIOs. VMware is online at www.vmware.com.

Business Challenges

Over the past few decades, IT infrastructures have become increasingly complex and brittle. This is due to the inherent nature of IT—the constant addition of new applications, built on incompatible architectures, across a disparate collection of hardware and infrastructure. The result is a tight coupling of applications to physical hardware, with brittle connectivity between systems, making it extremely difficult to support changing business needs. In essence, business opportunities are stuck in IT backlogs, and IT is stuck maintaining a burdensome infrastructure.

Added to this level of complexity and rigidity was the proliferation of both servers in the datacenter, and end user devices. This explosion of IT assets has led to significant inefficiencies in resource utilization and a more difficult environment to manage and control. Today, most IT organizations are forced to spend 70 percent or more of their resources on maintenance, leaving a small fraction available for more value-add, strategic projects.

VMware is committed to addressing the root of the problem—complex, brittle and siloed infrastructure. By leveraging virtualization technology, VMware decouples critical business applications and information from underlying physical hardware. VMware delivers the industry’s most complete Business Infrastructure Virtualization solutions.

www.vmware.com



Differentiators

VMware is the most trusted virtualization provider in the world.

• VMware has more than 150,000 customers, including 100 percent of the Fortune 100 and 100 percent of the Global 100

• According to Gartner, 89 percent of all virtualized applications in the world run on VMware (December 2008)

• VMware is redefining the industry with its fourth-generation platform, VMware vSphere

VMware offers the most complete, common platform for Business Infrastructure Virtualization.

• VMware vSphere is the common foundation for all of VMware’s award-winning solutions, from the desktop through the datacenter and reaching to public clouds

• VMware vSphere, with its intrinsic value-added services, including high-availability, fault tolerance and disaster recovery, is the most comprehensive foundation to enable Business Infrastructure Virtualization

• VMware enables hybrid cloud strategies, by bridging private cloud and public cloud infrastructures with a common platform, application container, and management model

VMware has the broadest, most innovative ecosystem for virtualization in the world.

• With more than 22,000 partners, VMware works in close collaboration with other industry leaders to further virtualization

• Together, VMware and its partners offer the broadest solutions to organizations leveraging Business Infrastructure Virtualization



VMware’s customers have experienced proven results.

• VMware customers have experienced energy savings:

– Financial: 50-60 percent CAPEX savings

– Human: Average of 33 percent+ cumulative time savings for day-to-day admin activities

– Up to 80 percent in energy savings, leveraging consolidation and Distributed Power Management (DPM)

VMware Solutions

VMware delivers the world’s most trusted solutions for Business Infrastructure Virtualization on its industry-leading virtualization platform, VMware vSphere. Businesses of all sizes gain significant improvements in IT efficiency, control and flexibility when deploying VMware Business Infrastructure Virtualization solutions, including:

• Datacenter Solutions

• Desktop Solutions

• Cloud Services

• Application Development and Test Solutions

Datacenter SolutionsEnabling a more dynamic, agile service model, at lower costs.Innovation and time to market are critical to business success, yet existing, rigid IT infrastructures challenge business agility. VMware datacenter solutions drive business agility, while reducing capital and operating expenses. By simplifying IT infrastructure and creating a more dynamic datacenter, VMware enables businesses to achieve energy savings, faster application and IT service delivery, full IT process automation and higher levels of business continuity. VMware datacenter solutions enable IT to transform the datacenter into a private cloud, and meet critical business needs, including server consolidation, IT management and business continuity/disaster recovery.

Use Cases:• Server Consolidation

With VMware datacenter solutions, IT organizations enjoy the highest consolidation ratio and lowest cost of infrastructure per application in the industry. IT can eliminate excess server capacity and reduce capital costs by up to 60 percent.

• Virtualization ManagementWith VMware datacenter solutions, IT staff can automate mundane tasks, lowering operating costs by a third, while helping IT to manage service-level agreements (SLAs) rather than components. Through a combination of partner and VMware virtualization management solutions, IT organizations can be confident they are dramatically simplifying complex operations and achieving optimal efficiency.



• Business Continuity / Disaster RecoveryWith VMware datacenter solutions, IT organizations can ensure high-availability at low costs without significant hardware and software investments. The solution also enables IT organizations to recover quickly and efficiently from outages and improve, and even guarantee, application level service-level agreements (SLAs).

Desktop SolutionsDelivering the desktop as a managed serviceIn today’s global economy, workforces are highly distributed, and workers use an ever growing variety of end point computing devices. Managing desktops securely has become complex and expensive. By freeing IT resources from time-consuming and inefficient desktop management, organizations can reallocate IT staff onto more strategic projects, creating greater business efficiency. VMware View desktop solutions are the only tightly integrated end-to-end solutions purpose-built for delivering desktops as a managed service. They enable IT to quickly respond to changing business needs, simplify and automate desktop management and provisioning, reduce costs by 50 percent and increase data security without sacrificing end user experience, flexibility or productivity. IT staff deploying VMware View desktop solutions on VMware vSphere can simplify and automate desktop workflows, reduce operational costs and increase control, while providing end users with a flexible and rich total desktop experience regardless of device, network or use case.

Use Cases:• Win7 Migration

With VMware View desktop solutions, IT can quickly migrate applications and desktops to Win7 and easily provision and simplify management of thousands of Win7 desktops.

• Remote and Branch OfficesWith VMware View desktop solutions, IT organizations can accelerate desktop provisioning time by 50-70 percent, reducing the long-term cost of supporting workers in branch offices, call centers or other locations, while maintaining complete control over corporate information assets.

• Secure Mobile ComputingWith VMware View desktop solutions, IT organizations can provide telecommuters, sales professionals in the field and other end users outside of the corporate firewall with anytime, anywhere access to their own complete, personalized desktop environ-ment, while minimizing the risk of data security breaches.

• Auditing and ComplianceWith VMware View desktop solutions, IT staff can effectively track and monitor who is using what application, when and easily meet regulatory compliance requirements.



Cloud ServicesCreating a bridge between the private and public cloudThe promise of cloud computing enables companies of all sizes to scale quickly to respond to the needs of their business and get out of the business of just maintaining the infrastructure. VMware and its Cloud Services partners deliver on this promise by offering new technologies and services that give customers application compatibility, enterprise-readiness and choice in type of service and location to enable seamless interoperability and mobility between private and public clouds.

VMware offers the only fully compatible, unified platform, VMware vSphere, that seamlessly integrates both private and public clouds to deliver applications securely where and when needed.

Use Cases:• On-demand Scalability and Capacity• Off-site Disaster Recovery

Application Development and Test SolutionsOptimizing development to deploymentThe ability to quickly provision and administer complex testing and development environments is critical to go-to-market business success, yet IT delays, caused by days and weeks configuring servers and systems, can make rapid deployment nearly impossible. VMware application development and test solutions dramatically speed time to market and improve software quality. By supporting an accelerated development and deployment process with the highest scalability and performance in the industry, VMware transforms the IT infrastructure, enabling engineers using its application development and test solutions on VMware vSphere to access self-service provisioning and release management capabilities, eliminating the administrative burden on IT. VMware application development and test solutions are proven to meet critical business needs, including virtual lab automation.

Use Cases:• Virtual Lab Automation

With VMware development & testing solutions, IT organizations can achieve sig-nificant cost savings and operational benefits by sharing resources across develop-ment and test teams.

• Production and deployment of modern software applications and appliances


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VMware Product Line DescriptionsVMware’s virtualization technologies bring efficiency, control and flexibility to IT environments, enabling customers to focus energy and budget on innovation and business value. This proven, award winning set of integrated products ensures customers can achieve the greatest return on their existing infrastructure while creating a clear, pragmatic path to emerging cloud computing environments.

VMware vSphereThe industry’s most widely deployed virtualization platform delivers the only foundation to transform datacenters into dynamic, simplified infrastructures for private, public and hybrid cloud environments. The most comprehensive set of unique capabilities for availability, security, resource optimization, and business continuity have established VMware vSphere as the platform of choice for customers of any size.

VMware vCenterA complete set of capabilities to centrally manage and automate all recurrent IT management processes in the virtualized datacenter resulting in dramatic OPEX savings. The VMware vCenter family of products enables service-level assurance and proactive management of virtualized environments through provisioning, performance, capacity planning and disaster recovery automation.

VMware ViewThe industry’s only purpose-built desktop virtualization solution, VMware View leverages the proven VMware vSphere virtualization platform, innovative display capabilities and a broad ecosystem of partners to set new cost, quality and scale standards for the desktop. VMware View enables mainstream adoption of desktops offered as a managed service at half the TCO of traditional desktop approaches, while paving the way for desktops to be delivered via emerging cloud environments.

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Tone and Voice



tone/Voice

A vocabulary and style of expressing the spirit of the brand through words and images.

Communicating the VMware Brand

A strong brand is a clear, direct and consistent expression of a company’s unique positioning and personality. And the written word is an integral component of that expression. The words we use when we communicate to our many audiences — customers, partners, investors, influencers, employees and prospects — can directly and indirectly affect how they view and interact with us.

As communicators for VMware, our goal is to convey the distinctive VMware brand and our personality through all our marketing communications and programs. How you say something is just as important as what you say. Brand equals reputation. By communicating our messages clearly and in a consistent tone and voice, we help enhance the VMware brand and the company’s value in both the marketplace and in the community.

The tone and voice of VMware is a combination of what we say and how we say it. The tone and voice is the personality of VMware. It is a combination and a balance between the four core brand attributes: Bold versus Simple and Innovative versus Trusted. These attributes act as balancing forces to assist in accurately aligning the voice and tone to the communication vehicles.

The emphasis of the various brand attributes will vary depending on the type of communication vehicle. For example, when writing a technical whitepaper, we should emphasize the Simple and Trusted attributes. A direct marketing campaign, on the other hand, would exhibit the Bold and Innovative voice attributes.



the VMware tone and Voice

A vocabulary and style of expressing the spirit of the brand through words and images.

BoldVMware challenges the status quo, with the confidence of an industry leader. We drive the virtualization industry through our vision and proven track record, delivering quality solutions that customers of all sizes are implementing.

We embrace the passion and energy around what VMware has created with virtualization and the impact our technologies are having on businesses.

The VMware voice is changing from understated and conservative to bold. We want to be heard above the noise in a cluttered market. We want to stand out as the leader and amplify our message without shouting or being overly aggressive.

We are able to make bold claims and back them up with confidence, emphasizing the company’s proven track record.

• Bold is:Enthusiastic

Energetic

Distinct

Strong

Thought provoking

Confident

Passionate

• Bold is not:Controversial

Loud or Shouting

Obnoxious

Fanatical

Aggressive



SimpleAs a company, we provide answers to problems by breaking them down to their simplest forms. Managing complexity in this way provides a formula for success. The essence of the VMware brand is tied to simplicity and clarity.

We write and speak in a clear and concise manner and do not overcomplicate our communications. We need keep our customer’s concerns top of mind and present the value proposition in what we say.

We are the one clear voice in a cluttered category. We are the voice that communicates a clear definition of virtualization, our vision and the journey a customer can take to reap the benefits our solutions offer.

It’s important that we communicate in a simple yet passionate and energetic manner, and not appear dull and understated.

Always consider the audience and communicate at the appropriate level of technical knowledge to avoid complexity and confusion. It’s imperative to use clear, compelling words and sentences that are to the point and avoid using technical jargon.

• Simple is:Specific

Clear and concise

Fundamental

Straight-forward

Uncomplicated

Compelling

• SIMPLE is not:Elementary or condescending

Patronizing

Understated

Dull



InnovativeVMware became the market leader by constantly challenging itself to advance the industry, the technology and applications of virtualization. This cultural embodiment of innovation permeates every aspect of the business, as the company aspires to be the best in everything it does. We have an unwavering commitment to innovation.

The ethos of VMware is founded on challenging the status quo and solving problems that have yet to be identified. VMware introduced virtualization as a game-changing technology that has had positive impacts on our users and the companies in which they work.

VMware extends its expertise beyond technical advances to business innovation — taking the extra step of recognizing why the technology is important to the customer, and how it can be used to adapt to and take advantage of a constantly changing marketplace.

Our voice is unique and should be heard and understood as distinctly from VMware. Our audiences need to hear a unique message and refreshing style that is different from what they hear from the competition. We are not predictable or boring.

Focus attention on how VMware enables innovation and helps customers solve important real-world problems. Communicate ours and our customers’ aspirations and inspire creative action.

• Innovative is:Groundbreaking

Novel

Inventive

Original

Pioneering

Driving thought leadership

Confident

• Innovative is not:Offensive

Bleeding edge

Arrogant

Too detailed or “deep”

Distant

Predictable



TrustedVMware values straightforward, honest relationships with its customers, partners and employees. It is bold in its vision, but forthright about its current offerings. VMware has proven value and endears loyalty.

When you behave in an ethical manner, there’s no need to hide anything from the outside world. VMware is honest and straight-forward about its products’ capabilities, and runs its own company to the highest ethical standards.

Establish and maintain trust and credibility by substantiating marketing claims with verifiable facts. Leverage third-party validation from customers, partners and industry analysts wherever possible. Avoid hyperbole (“hype”), exaggerations and overstatements, as well as overused statements (“ilities”).

• TRUSTED is:Believable

Credible

Dependable

Forthright

Proven (data points)

• TRUSTED is not:Conservative

Understated

Exaggerated

Hype

Jargon-based

U P D AT e D n o V e m B e R 2 0 0 9s e C T i o n C

Corporate Logo



OLD SYMBOL

The core ideas behind our brand.

• Freedom to better leverage your resources (human or hardware).

• Freedom to assign your IT staff to more strategic projects rather than maintenance and dealing with the “plumbing.”

• Freedom to drive the business needs at a faster pace.

• Freedom to deliver adaptable and reliable IT services.

• Freedom to resource, manage, and automate IT services across all your servers, storage and networks through the VDC-OS (No vendor lock-in).

• Freedom to rapidly and transparently provision computing power and resources — Internally or from the Cloud.

• A better way to run your applications for higher availability and performance.

• The opportunity to transform the way IT functions to drive the business as a competitive advantage.

Freedom from Constraints

With the introduction of the new wordmark, the VMware symbol will be retired. The products and services that VMware offers are designed to free businesses and people from traditional IT constraints, however the old logo was limited by the interlocking shapes that comprise the symbol.



COrPOrATE LOGO

Corporate Logo

The corporate logo should be treated as one unit and should never be divided. The VMware logo should be considered a picture, not a word. The logo must not be redrawn or modified in any way and should include the registration mark in all instances.

Corporate logo

Our corporate logo is the most visible expression of our brand. Once introduced, this wordmark becomes the constant that represents VMware in every communication. The VMware logo has been updated to reflect the company position of freeing businesses from traditional IT constraints through an unbounded visual representation. The new logo is available for download at http://www.vmware.com/partnercentral.

http://www.vmware.com/partnercentral



PMS COOL GrAY 11 BLACk

Logo Usage: Color

Whenever possible, the full color logo should be used. When it is not possible to use the gray logo, the one color reverse or positive logos may be used. In addition, the logo may be produced as a blind emboss/deboss, or as a white or clear foil stamp.

Logo Usage: On Backgrounds

When positioning the logo on a colored background, the value of the background determines how the logo is used. When positioned on a colored background, the logo should appear in solid black or reversed out to white.

Color Palette

logo Colors & Backgrounds

For consistency, our logo may only be applied in a limited number of colors and techniques. To preserve legibility, the gray logo should only be placed on a white or off-white background. When placed over a photograph, the background should never appear overly textured, as this will also reduce legibility of the logo.

Pantone®Cool Gray 11

C0:M2:Y0:k68r113:G112:B116#717074

C0:M0:Y0:k0r255:G255:B255#ffffff

C0:M0:Y0:k100r0:G0:B0#000000

Pantone®White

Pantone®Hexachrome Black

40% or less 41% or greater

USE POSITIVE LOGO POSITIVE LOGO FOr 40% BLACk Or LESS

USE rEVErSE LOGO rEVErSE LOGO FOr 41% BLACk Or GrEATEr

rEVErSE



COrPOrATE LOGO CLEAr SPACE

Logo Clear Space

The area of isolation represents the minimum clear space that must be provided at all times. This area is determined by the x-height of the “v” in the VMware logo and is proportional regardless of logo size.

Logo Placement

The correct placement of the VMware logo depends on the type of brand component.

logo Clear space

There must always be sufficient space surrounding the logo to avoid competition from other visual elements and maintain its visual impact.

x

x x

x

x



STANDArD SIzE: 1.14 INCH WIDTH (29MM)

MINIMUM SIzE: .75 INCH WIDTH (19MM)

Standard Size

The standard logo size has a width of 1.14 inches (29 mm).

Minimum Size

To ensure that the logo is sharp and recognizable, it must be reproduced with a minimum width of .75-inches (19.05mm). The ® symbol must always be included in all logo applications (please see Use of registration Mark section for details).

logo sizing

The standard and minimum logo sizes described below help to ensure that the VMware mark reproduces with optimal legibility.

1.14” (29mm, 82.2px)

.75” (19.05mm, 54px)



STANDArD SIzE: 1.14 INCH WIDTH (29MM)

LArGE SIzE: 1.75” INCH WIDTH (29MM) Or LArGEr

Standard Size

The ® should be used with the vector .eps VMware logo at the recommended standard size and all instances under 2-inches wide.

Logo sizes between the minimum .75-inches (19.05mm, 54px) and 1.99-inches (50.55mm, 143.28px) wide use the same proportion ® symbol. Simply scale the vector .eps format logo to whatever size is required.

Larger sizes

Logo sizes between 2-inches (50.8mm, 144px) and up to 6 ft (1828.8mm) wide use the same proportion ® symbol. The ® should be scaled to match the radius curve in the stem of the lowercase “r.” The ® aligns flush left with the right edge of the lowercase “e.”

Extreme cases

Logo sizes applied larger than 6ft. wide need to be approved by VMware.

use of registration Mark symbol

Using the optimal size of the ® designation is important. When the ® is too large, it can compete with the logo and when it is too small, it appears as a speck or mistake and does not properly establish our company’s legal designation.

1.14” (29mm, 82.2px)

.75” (19.05mm, 54px)

1.75”

2”



1 Incorrect Color Split

Do not separate the “VM” from the “ware” in the corporate logo.

2 Incorrect Background

Do not position the logo on or near other elements, shapes textures or patterns and avoid backgrounds that are busy or cluttered.

3 Incorrect Placement

Do not skew or rotate the logo. The logo may only be positioned on a 0° horizontal axis.

4 Incorrect Contrast

Do not apply the logo to a background where lack of contrast diminishes legibility.

5 Incorrect Color

Do not reproduce the logo in an unapproved color.

6 Incorrect Color

Do not reproduce the logo as a screen or tint of VMware Gray.


Do not place the logo over a gradation of any kind.

8 Incorrect Font

Do not redraw or use another font to create the VMware logo.

incorrect logo uses

Inconsistent use of our logo detracts from our brand equity and recognition. Altering or recreating our logo in any way negates the consistency we strive to achieve. The examples below illustrate some incorrect uses of our logo.

1

3

5

8

vmware

7

2

4

6

U P D AT e D n o V e m B e R 2 0 0 9s e C T i o n D

Co-brand and Program Logos



CO-BrANDED LOGOS LEAD POSITION (HOrIzONTAL)

Co-branded Logos

Certain layouts require a co-branding with VMware Partners. Here is how to handle multiple logos.

Make all of the logos visually equal in size.

Align the VMware logo horizontally or vertically with other company logos

Make sure that there is sufficient clear space and equal distance between the logos

Whenever possible, put the VMware logo in the lead position

Co-branded logos

The Co-branded logos are used to communicate another company’s business relationship with VMware. All graphic identity guidleines apply. When utilized in marketing and communications materials, the graphic identities of each organization must be disctinct from each other.

CO-BrANDED LOGOS ALTErNATE POSITION (HOrIzONTAL)

CO-BrANDED LOGOS LEAD POSITION (VErTICAL)

CO-BrANDED LOGOS ALTErNATE POSITION (VErTICAL)



CO-BrANDED LOGO BUILD (HOrIzONTAL)

CO-BrANDED LOGO BUILD (VErTICAL)

Co-branded Logos






Building Co-branded logos

2X

X

X

1.5 X



CO-BrANDED LOGO BUILD (HOrIzONTAL)

CO-BrANDED LOGO BUILD (VErTICAL)

Co-branded Logos




Horizontally aligned logos are aligned along the baseline

Vertically aligned logos are center aligned



Color Standards

It is preferred that this logo combination appear in either black or reversed white on either a white or black background.

Building Co-branded logos with divider

X X

X

X

.75 X

.75 X

U P D AT e D n o V e m B e R 2 0 0 9s e C T i o n e

Partner System and Logos



Partner logos overview

The Partner Logos may be used to communicate a business relationship with VMware, and is often displayed in conjunction with a company logo. However, the logos provided should not be modified or customized in any way to ensure a consistent brand experience across our entire network of partners.

CErTIFICATION LOGOS

PArTNEr BADGE AND COMPETENCY LOGOS

BADGE BADGE WITH COMPETENCY

Partner Logos

Logos should be treated as one unit and never be divided or broken up

Treat the logo as a picture, not a word, and never insert it in copy

The logo must not be redrawn, recolored or otherwise modified and should always include the registration mark

Adhere to clear space rules when positioning the graphic on a page with other content or other logos

Logos are available for download at http://www.vmware.com/partnercentral

PrOGrAM LOGOS

TWO-LINE TITLEONE-LINE TITLE




PArTNEr BADGE AND COMPETENCY LOGOS

Partner Badge and Competency Logos

The VMware Partner Level and Competency logo(s) should be treated as one unit and should never be divided. The VMware Partner Level and Competency logo(s) should be considered a picture, not a word. The logo must not be redrawn or modified in any way and should include the registration mark in all instances.

The Partner Level and Competency logo(s) are build in three ways: the badge, one solution competency and multiple solution competency. Please refer to the samples provided on the right.

The solution competency logos may be used by VMware approved partners upon attainment of a Solution Competency, in conjunction with the VMware Partner logo. If more than one competency is attained, the partner has the option to display multiple solution competency logos directly under the VMware Partner logo. These logos are available for download at http://www.vmware.com/partnercentral (under the “content” tab).

Partner Badge and Competency examples

Below are some examples of the Partner Badges and Competency Logos we currently are using.

BADGES BADGE WITH SINGLE COMPETENCY

BADGE WITH MULTIPLE COMPETENCY





Partner Program logos overview

The VMware ready program logos are available to Technology Alliance Partners that deliver products and solutions that have passed VMware certification standards outlined in the VMware ready Program Guide. They should be used as an adjunct to enhance and reinforce the VMware brand across a broad spectrum of qualified technology products and services. The new logo is available for download at http://www.vmware.com/partnercentral.

SPECIALIzED PrOGrAMS

BADGE

Program Logos

Logos should be treated as one unit and never be divided or broken up

Treat the logo as a picture, not a word, and never insert it in copy

The logo must not be redrawn, recolored or otherwise modified and should always include the registration mark

Adhere to clear space rules when positioning the graphic on a page with other content or other logos





BLACk

Logo Usage: Color

Whenever possible, the full color logo should be used. When it is not possible to use the gray logo, the one color reverse or positive logos may be used. In addition, the logo may be produced as a blind emboss/deboss, or as a white or clear foil stamp.

Logo Usage: On Backgrounds

When positioning the logo on a colored background, the value of the background determines how the logo is used. When positioned on a colored background, the logo should appear in solid black or reversed out to white.

Color Palette

logo Colors & Backgrounds

For consistency, our logo may only be applied in a limited number of colors and techniques. To preserve legibility, the gray logo should only be placed on a white or off-white background. When placed over a photograph, the background should never appear overly textured, as this will also reduce legibility of the logo.

Pantone®Cool Gray 11

C0:M2:Y0:k68r113:G112:B116#717074

C0:M0:Y0:k0r255:G255:B255#ffffff

C0:M0:Y0:k100r0:G0:B0#000000

Pantone®White

Pantone®Hexachrome Black

rEVErSE

USE POSITIVE LOGO POSITIVE LOGO FOr 40% BLACk Or LESS

USE rEVErSE LOGO rEVErSE LOGO FOr 41% BLACk Or GrEATEr

40% or less 41% or greater



CLEAr SPACE

Logo Clear Space

The area of isolation represents the minimum clear space that must be provided at all times. This area is determined by the x-height of the “v” in the VMware logo and is proportional regardless of logo size.

Logo Placement

The correct placement of the VMware logo depends on the type of brand component.

logo Clear space

There must always be sufficient space surrounding the logo to avoid competition from other visual elements and maintain its visual impact.

x

x

x

xx

x

x

x

x x



STANDArD SIzE: 1” INCH WIDTH (29MM) FOr BADGES.3” INCH HEIGHT (29MM) FOr PrOGrAMS AND CErTIFICATIONS

MINIMUM SIzE: .75 INCH WIDTH (19.05mm)

Standard Size

The standard logo size has a width of 1.14 inches (29 mm).

Minimum Size

To ensure that the logo is sharp and recognizable, it must be reproduced with a minimum width of .75-inches (19.05mm). The ® symbol must always be included in all logo applications (please see Use of registration Mark section for details).

logo sizing

The standard and minimum logo sizes described below help to ensure that the VMware mark reproduces with optimal legibility.

.3” (7.62mm, 22px)

.25” (5.7mm, 18px)

1” (25.4mm, 72px)

.75” (19.05mm, 54px)



1 Incorrect Color Split

Do not separate the components in the logo lockups through incorrect color usage.


Do not position the logo on or near other elements, shapes textures or patterns and avoid backgrounds that are busy or cluttered.

3 Incorrect Placement

Do not skew or rotate the logo. The logo may only be positioned on a 0° horizontal axis.

4 Incorrect Contrast

Do not apply the logo to a background where lack of contrast diminishes legibility.

5 Incorrect Color

Do not reproduce the logo in an unapproved color.

6 Incorrect Color

Do not reproduce the logo as a screen or tint of VMware Gray.


Do not place the logo over a gradation of any kind.

8 Incorrect Font

Do not redraw or use another font to create the VMware logo.

incorrect logo uses

Inconsistent use of our logo detracts from our brand equity and recognition. Altering or recreating our logo in any way negates the consistency we strive to achieve. The examples below illustrate some incorrect uses of our logo.

1

3

5

87

2

4

6

vmwarevmware

U P D AT e D n o V e m B e R 2 0 0 9s e C T i o n F

VMware Brand Names and Trademarks



list of VMware Brand names

Table 1, “VMware Brand Names,” provides a complete index of VMware brand names (products, technologies, features, programs, initiatives, etc.) in alphabetical order. Use this list to help ensure adherence to established editorial guidelines for spelling, capitalization and version numbering. For additional usage guidelines, see the following entries under VMware Style and Usage for Selected Terms and Topics:

• Brand Names

• Trademarks

• Version Numbers

Basic Editorial Guidelines for VMware Brand Names

1. VMware brand names are essential elements of the company’s identity.

2. Treat VMware brand names as proper nouns.

3. Do not use VMware brand names in the possessive case.

4. If using an acronym for a VMware brand name, spell out the full name on first reference and include the acronym in parens (parentheses).

5. Always include “VMware” when referencing VMware brand names unless otherwise noted.

NOTE:.In.general,.use.acronyms.only.in.tables.and.figures.where.space.is.limited ..When.referring.to.entries.in.this.list,.note.the.following.typographical.conventions:

• Standalone software products, components, features, and product suite appear in bold (bold)

• Partnership and certification programs appear in italics (italics)

• Where multiple abbreviations occurs, each abbreviation is delineated by a comma (,)

• Special notes and instructions are indicated in 8pt font by an asterisk (*)

Table 1. VMware Brand Names

Brand naMe aBBreViation aCronyM

SpringSource — —

VMware ACE 2 VMware ACE —

VMware Authorized Consultant

— VAC

VMware Authorized Distributor

— VAD




VMware Authorized Training Center

— VATC

VMware Capacity Planner**sold only as part of professional

services offering

Capacity Planner —

VMware Certified Professional

— VCP

VMware Consolidated Backup

— VCB

VMware Corporate Reseller Corporate reseller —

VMware Data recovery — —

VMware Direct Market Reseller

VMware DMr DMr

VMware Distributed Power Management

VMware DPM —

VMware Distributed resource Scheduler

VMware DrS —

VMware ESX 4 VMware ESX ESX

VMware ESXi 4 VMware ESXi ESXi

VMware Fault Tolerance VMware FT —

VMware Fusion 3 VMware Fusion —

VMware Authorized Global System Integrator and Outsourcer

Global System Integrator and Outsourcer

GSI&O

VMware Go — —

VMware High Availability VMware HA —

VMware OEM Network — —

VMware Partner Central Partner Central —

VMware Partner Network — —

VMware Partner University Partner University —




VMware Player 3 VMware Player —

VMware Private Cloud – Dev/Test Edition

VMware Private Cloud —

VMware Ready — —

VMware Sales Professional — VSP

VMware Server 2 — —

VMware Service Provider Program

— VSPP

VMware Solution Provider — —

VMware Storage Storage —

VMware Studio 2 — —

VMware System Builder System Builder —

VMware Technical Sales Professional

— VTSP

VMware Technology Alliance Partner

VMware TAP TAP

VMware Technology Provider

VMware ThinApp 4 VMware ThinApp, ThinApp

VMware Tools — —

VMware vApp vApp —

VMware vCenter AppSpeed VMware vCenter AppSpeed, AppSpeed

—

VMware vCenter CapacityIQ VMware vCenter CapacityIQ, CapacityIQ

—

VMware vCenter Chargeback

— —

VMware vCenter ConfigControl

ConfigControl —

VMware vCenter Converter 3 Converter —




VMware vCenter Lab Manager 4

Lab Manager —

VMware vCenter Lifecycle Manager

Lifecycle Manager —

VMware vCenter Orchestrator

Orchestrator —

VMware vCenter Server 4 Foundation

VMware vCenter Server Foundation

—

VMware vCenter Server Heartbeat*

*Protects vCenter, not part of

product family

— —

VMware vCenter Server 4 for Essentials

VMware vCenter Server for Essentials

—

VMware vCenter Server 4 Standard

VMware vCenter Server Standard, VMware vCenter Server

—

VMware vCenter Site recovery Manager

Site recovery Manager —

VMware vCenter Update Manager

Update Manager —

VMware vClient vClient —

VMware vCloud vCloud —

VMware View 4 VMware View —

VMware View 4 Composer VMware View Composer, View Composer

—

VMware View 4 Manager VMware View Manager, View Manager

—

VMware Virtual Symmetric Multiprocessing

VMware Virtual SMP —

VMware Virtualization Forum 2009

Virtualization Forum 2009, Virtualization Forum

—

VMware vLockstep vLockstep —

VMware VMDirectPath I/O VMDirectPath I/O —




VMware —

VMware VMsafe — —

VMware vNetwork Distributed Switch

Distributed Switch —

VMware vShield zones vShield zones —

VMware vSphere 4 VMware vSphere, vSphere**only abbreviate as “vSphere” if first

introduced in parentheses and

quotation marks as follows:

VMware vSphere™ 4 (“vSphere”)

—

VMware vSphere 4 PowerCLI

vSphere PowerCLI, PowerCLI —

VMware vSphere 4 Management Assistant

vSphere Management Assistant vMA

VMware vSphere 4 SDk for Java

vSphere SDk for Java —

VMware vSphere 4 SDk for Perl

vSphere SDk for Perl —

VMware vSphere 4 Web Services SDk

vSphere Web services SDk —

VMware vStorage Thin Provisioning

Thin Provisioning —

VMware vStorage Virtual Machine File System

VMware vStorage VMFS VMFS

VMware Workstation 7 VMware Workstation, Workstation

—

Editorial Guidelines for Referencing Version Numbers in Marketing Content

• Use version numbers for software products only.

• Treat version numbers as part of the official product brand name; always include the version number on first instance of a software product name.



• Use only integers (whole numbers) and omit the decimal component unless referring specifically to a point release.

OrIGINAL: VMware ESX 4.0

rEWrITE: VMware ESX 4

• Do not apply version numbers to first-generation (“1.0”) products unless the version number is contextually relevant; for example, in the Downloads and Evaluations area of the Web site.

For additional information about VMware brand names, and for general questions about branding standards and policies, contact Randy Burgess in the VMware Corporate Marketing department.



list of VMware trademarks

The following names must be accompanied by the appropriate trademark symbol in document titles and the first occurrence in text:

• ESX®

• ESXi™

• GSX Server®

• SpringSource®

• ThinApp™

• ThinApps®

• Thinstall®

• VMmark™

• VMsafe™

• VMware®

• VMware Fusion®

• VMware Go™

• VMware ready™

• VMware View™

• VMware vCenter™

• VMware vCloud™

• VMware vSphere™

• VMworld®

For guidance on trademark style and usage, see the Trademarks entry under VMware Style and Usage for Selected Terms and Topics.

For additional information about VMware trademarks, contact Teresa Healy in the VMware Legal department.

U P D AT e D n o V e m B e R 2 0 0 9s e C T i o n G

Brand Resources & Contacts



Brand resources & Contacts

Although this guide was designed to anticipate many of the common scenarios where brand guidance is necessary, it is not an exhaustive resource. The brand team at VMware welcomes any additional questions or comments by sending an email to [email protected].

Partner Central Website: vmware.com/partnercentral

Additional brand resources, including logos, templates and FAQs can be found on the Partner Central website.

PArTNEr CENTrAL WEBSITE


Vmware, inc. 3401.Hillview.Avenue.Palo.Alto.CA.94304.USA.Tel.877-486-9273.Fax.650-427-5001.www .vmware .comCopyright©2009VMware,Inc.Allrightsreserved.ThisproductisprotectedbyU.S.andinternationalcopyrightandintellectualpropertylaws.VMwareproductsarecoveredbyoneormorepatentslistedathttp://www.vmware.com/go/patents.VMwareisaregisteredtrademarkortrademarkofVMware,Inc.intheUnitedStatesand/orotherjurisdictions.Allothermarksandnamesmentionedhereinmaybetrademarksoftheirrespectivecompanies.ItemNo:VMW_09Q4_PARTNER_BRAND_GUIDE_USLET_EN_R6

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VMware Branding Guideline 09Q4

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