Table of Contents
T a b l e of C on t en t s
Table
of Contents
Introduction
Creative Standards
Introduction
Our corporate identity is the face and personalitywe present to the global community. It’s as importantas the products and services we provide. Our identityis the total effect of our logos, products, brand names,trademarks, advertising, brochures, and presentations—everything that represents us.Because the Cisco Systems brand cannot becompromised, we’ve created this guide to provideall the pertinent specifications you need to maintainits integrity.The guidelines in this document are not meantto inhibit, but to improve the creative process. Byfollowing these guidelines, the materials you createwill represent Cisco cohesively to the world. You canview an electronic version of this document on theCisco Employee Connection web site at wwwin.cisco.com/Mkt/corpid/style.html.We have tried to provide guidelines that are easyto follow; whenever questions arise, look for moreinformation on the web or contact Corporate Identity.Changes to this guide will be provided periodically,so be sure to update your binder when we send younew information.Thank you in advance for your help in followingthese simple rules.Corporate Identity
A compelling corporate identity that expresses our personality and leadershipposition in the marketplace is important to Cisco Systems.As the networking industrybecomes even more competitive,the need to establish a strong,global presence isincreasingly apparent.
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T O D O W N L O A D S
Cisco’s positioning statement is as follows: CiscoSystems is the worldwide leader in networking forthe Internet. What does this mean? Our positioningstatement has three primary elements:
Our position—the worldwide leaderOur business—networkingOur vision—the Internet
Our position—the worldwide leader
By almost any measure, Cisco is the worldwide leaderin its field. It is the largest or best in terms of revenue,profitability, market capitalization, market share, breadthof products, technology, customer base, customersatisfaction, service/support, field sales, expertise, andso forth. But a leader isn’t just the biggest. A leaderviews and responds to industry issues, customer con-cerns, and technologyopportunities with greaterresponsibility and greater credibility. A leader hashigher responsibilities and greater stature.
Our business—networking
So, what are we the leader in? It’s networking—givingpeople access to the information they need by con-necting information devices through intelligent, secure,and reliable networks.
Our vision—the Internet
The Internet is the single most important phenomenonto occur in information technology since the micro-processor, and ultimately it may be the biggest
IT
revolution ever. At Cisco, we see the Internet as atremendously significant and empowering technologydevelopment that will greatly affect the way peopledo business, learn, and communicate. We are readyand able to turn this promise into reality.How do you use the positioning statement? Itshould be used anywhere and everywhere that a suc-cinct statement of Cisco’s business is required. Thisincludes presentations, collateral, sales proposals,trade show booths, and so forth. It should lead off your other presentations and be the foundation towhich all communicators return.
Our boilerplate standards
Our company boilerplate is as follows: Cisco Systems,Inc.
(Nasdaq: CSCO)
is the worldwide leader in net-working for the Internet. News and information areavailable at www.cisco.com.The standard description for our Cisco IOSsoftware is as follows: Cisco IOS
™
software is aplatform that deliversnetwork services and enablesnetworked applications.We must be consistent in describing Cisco IOSsoftware as a platform, not a product, and as an enablerof network services and networked applications. Itis not necessary to spell out “Internetwork OperatingSystem”; in fact, we request that you don’t spell itout. Also note that as with any trademarked terms,that you must use Cisco IOS as a modifier—such asCisco IOS software platform or Cisco IOS network services.Never use just “IOS” or “the IOS”.Please help us be consistent in our messaging.
Cisco
Positioning Statement
Positioning is how our company is viewed by others in our target marketplace.While wehave goals for positioning ourselves,ultimately our position is what others think andsay about us.We can,however,greatly influence how we are positioned by communicatingto our external audiences in a clear and consistent way.
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T O D O W N L O A D S
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CISCO Standards Manual
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