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The Cisco Brand Book

© 2010 Cisco and/or its affiliates. All rights reserved.

The Cisco Brand.

As the Cisco business charges forward — entering new markets, reaching out to new customers, expanding globally — it is essential that the Cisco brand grow with it. We want to make sure that the brand captures new audiences while keeping existing customers loyal and happy. This book will help you envision how the Cisco Brand is evolving and will serve as a guide for implementing the Cisco Brand Identity System, both inside and outside the company.
2 The Cisco Brand

Contents
Introduction Section 1 The Cisco Brand The Cisco Brand Vision, Stance, Promise, and Attributes The Cisco Brand Experience Where to Begin Cisco Identity System Overview Logo Color Typography Icons Treatments Gradients Graphics Textures Imagery Design Application Using the Cisco Identity System Presentations Web / User Experience Data Sheet Brochure Packaging Video Tradeshow Environmental Asset Directory and Contact 4 8 9 13 15 17 19 23 29 34 39 42 47 54 58 63 64 65 66 67 68 69 70 71 72 74

Section 2 Cisco Brand Identity System

Section 3 Design Application

Section 4 Brand Support

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The Cisco Brand

Section 1: The Cisco Brand The Cisco Brand .

our branding efforts will be successful. and employee satisfaction. Every time a customer engages with your company. A strong brand is a competitive asset — one that can improve market position and contribute to company profitability. We begin by defining what our aspirations are. our customers’ perceptions of Cisco should align with our own aspirations. a brand is a constellation of experiences perceived in the heart and mind of the customer. these experiences grow. So what is a brand? Simply put. the brand promise is reflected in their daily work experience. Ideally. To reach that goal requires active and purposeful brand management. At Cisco our brand is a promise we make to our customers — a promise we strive to fulfill at every point of customer interaction. For employees. it can serve as a source of inspiration. excitement. 5 The Cisco Brand . We aspire to be a company that brings people together. When the essence of a brand is understood within a company. these are the perceptions we want our customers to have.The Cisco Brand Cisco and its Brand Cisco Brand Story Cisco and its Brand Great companies are built on strong brands that influence customer choice and build loyalty. When our customers share that vision. using the most innovative technology in the world.

Cisco = Bringing people together 6 The Cisco Brand .

.

Brand STanCe Outlines our commitment to our customers: When customers think of Cisco. We have gathered input from customers and we know that these are all characteristics that they believe are important and that could strongly affect their purchasing decisions. they think of a company that brings people together by removing the barriers to communication.The Cisco Brand Brand VISIon Brand PromISe Cisco Brand Story Vision. engaged. making us more productive. and powerful. The characteristics we want associated with Cisco. Stance. Innovative reliable Quality-driven Trustworthy effortless approachable Value-oriented Personal Visionary The single idea we want to own in our customers’ minds: Cisco = Bringing people together 8 The Cisco Brand . Promise. and Attributes Brand aTTrIBuTeS States where we are going as a company and what we want to be: The most trusted technology company in the world. Cisco is a leader in delivering personal and business video that transforms life’s experiences. By connecting people Cisco can transform our lives.

leading-edge interactions. and relevant.The Cisco Brand Experience defining the Cisco Brand experience The Cisco brand experience defines our customers’ interaction with our company. effortless The experience should make our customer’s life easier through its straightforward. its products. meaningful. people. friendly approach. Vital The experience should meet our customer’s needs by being essential. and communications. Visionary The experience should transform our customer’s world for the better with innovative. 9 The Cisco Brand . When customers interact with Cisco we want their experience to be: exceptional The experience should delight our customers by providing unrivaled quality that exceeds their expectations.

Standards for each Set of Touchpoints There are literally dozens of touchpoints in which customers interact with Cisco — from advertising to product interface to the phone call with a technical support representative. We have grouped these touchpoints into three sets — communications. products and services. 10 The Cisco Brand . and people — and for each set we have provided detailed standards that define what our brand experience should be.

Friendly and welcoming Be approachable. we never want to create more issues for our customers. Surprising and fresh Both the content and the way we communicate should be as innovative as our products. not copy others. respectful and confident Knowledgeable. Great listeners The customer should feel we understand and anticipate his or her needs. not imitative or derivative We want to lead the way. necessary to solve real problems Our products and services need to actually help our customers. engaging. We never want the customer to feel foolish or inept. unique. Avoid coming across as overbearing. Cisco Brand Story The Cisco Brand Experience Interactions with people at Cisco should always make customers feel we are: Straightforward and efficient Questions or problems should be handled quickly and smoothly. real and relevant Be honest and address what is most important to the customer. easy and intuitive We should reduce complexity while delivering as much value as possible. or aggressive. but never arrogant. Trusted leaders The customer should feel we know the way and are on his or her side.Experience Standards Cisco communications should always be: Clear. 11 The Cisco Brand . The Cisco product and services experience itself should always be: High quality Our offerings should be unrivaled in performance and functionality. in-your-face. and straightforward Use language and visuals appropriate to the target audience.

Where to Begin The Cisco Brand .

13 The Cisco Brand .Where to Begin Within the framework of this book are the elements you need to articulate the Cisco Brand. While consistency is important. What you will find are all the tools you need to deliver a range of visual expression. As you determine what story to tell and how you want to tell it. you can rely on the components of this book to empower inspiration. you won’t find a rubber stamp.

simple. emerging media platforms. And it’s designed to evolve far into the future. We want to maintain that trust. we’ve created an identity system designed to evolve. It’s bold. evolution not revolution At first glance. and elegant. the Cisco brand must change to keep pace with our business needs. the new Cisco Brand Identity System looks revolutionary.How to begin Know your audience and design for them You know your audience best. attention-getting. So it’s up to you to decide on the look and feel that best suits your channel and its communications. So we suggest implementing the system in incremental. To adapt. our visual system is flexible enough to let you build Enterprise communications that are fun and dynamic. expanding markets. or create Consumer messaging that is clean. To stay relevant in this landscape. 14 The Cisco Brand . and forward-thinking. Changing technology. you’ll be supported at every turn with a visual system built to cater to your needs. Our customers know. recognize. Vibrant. Not all the elements of the identity have to be launched in one fell swoop. we’ve got a considerable amount of brand equity invested in our former brand systems and graphic identity. The Cisco Brand Using the Cisco Brand Identity System a system designed for flexibility When you are the world’s technology leader. evolutionary steps. In fact. The flexible tools included in this design system will empower you to build communications to reach the diverse Cisco audience. exciting. and surprising. Once you decide on what you want to say and how you want to say it. and trust the Cisco brand. you know the only constant is change.

Section 2: Cisco Brand Identity System The Cisco Brand .

The type you use. These are the key building blocks that help tell the Cisco story and shape people’s perception of Cisco — from consumer to shareholder. The colors. from partner to employee.Cisco Brand Identity System What are the elements that make up our Brand Identity? The words you choose. and imagery you communicate with. The way you use the Cisco logo. 16 The Cisco Brand / Cisco Brand Identity System . graphics.

TreaTmenTS GradIenTS GraPHICS TeXTureS The following sections provide creative guidance on how to use the brand palette. Content Panes: 100% Opaque White Overlay: 75% Opaque Black 17 The Cisco Brand / Cisco Brand Identity System . color. these core elements must be aligned across every touchpoint. With a shared design sensibility we can use each element to elevate the Cisco Brand in a way that is distinctive and at once immediately recognizable as Cisco. and icons. from partner to employee. and textures. this wide range of tools is designed to be flexible and expandable — so you can use your creativity to innovate across all media. type. gradients.Overview We’ve created building blocks for communicating Cisco’s Brand Identity in a unified visual system we call the Brand Palette. as well as extended expressions including treatments. Delightful. To effectively define the Cisco brand experience. SECTION OVERVIEW LoGo CoLor Cisco Brand Identity System Brand Palette TYPoGraPHY IConS Typography Playful. graphics. Comprised of core elements including logo. from consumer to shareholder. Clean.

7. 9. 4. 6. Logo Color Typography Icons Treatments Gradients Graphics Textures Imagery Brand expressions The Cisco Brand .Cisco Brand Identity System: Brand Palette Core Brand elements 1. 5. 3. 8. 2.

preferred. With a flexible approach to palettes and logo staging. the Cisco logo works across all media. 19 The Cisco Brand / Cisco Brand Identity System . In classic. confidence.1. the Cisco logo comes alive with renewed spark and energy. and reliability. It signals a consistent foundation — maintaining brand equity while reinforcing brand leadership. or supplemental colors. Logo Principles The Cisco logo is iconic and distinct.

on screen.Logo The Cisco logo should work across all media. PreFerred PaLeTTe / GradIenTS 20 The Cisco Brand / Cisco Brand Identity System . or on a product. To ensure the expression of the logo is right for its context. the Web. These are only partial palettes. The style you choose will depend on the environment in which the logo appears. and an extended palette of solid colors and gradients as well as reversed logo treatments. please refer to the following Color section. in print. we’ve created a system that includes PANTONE® color. EXTENDED LOGO PALETTE PmS 7477 + PmS 187 PmS 7477 Core Brand elements Logo Elements BLaCK reVerSed PreFerred PaLeTTe / SoLId The palettes to the right provide an example of how color can be infused into the logo. you have near infinite design flexibility to adapt the logo to its appropriate design context. For complete palettes. TV. So whether the Cisco logo appears on packaging.

Too small. . too much. artwork. remove . and ensures the logo can be seen quickly. 21 The Cisco Brand / Cisco Brand Identity System . To ensure that the Cisco logo and its trademark symbol reproduce legibly at smaller scales. all on-screen applications Give it space. When using the Cisco logo in large-scale formats. symbols. the trademark symbol completely. at any size smaller than 3/4" For all video and on-screen applications. always maintain adequate clear space around it. only include the trademark ™ symbol down to 3/4" The trademark symbol will not reproduce legibly . To preserve the integrity and visual impact of the Cisco logo. or text. Too big. . The clear space around the logo is an integral part of its design.Logo Clear Space x x Core Brand elements Logo Standards Maximum Size Minimum Size x x Logo minimum size with trademark ™ symbol: 3/4" x Logo maximum size with trademark ™ symbol: 3-3/4" No trademark ™ symbol usage: Greater than 3-3/4" 1/2" or smaller. Anything " larger and the trademark symbol will begin to compete against the mark itself. it is important only to include the trademark ™ symbol up to 3-3/4. not enough. uncluttered by other logos.

meaning equally weighted visually. and services. and Your Business to the World. updated in real time. and rarely if ever miniscule. Whatever color fill you apply to the logo should provide 60% contrast or better against the background. your business can collaborate more e ectively and problem-solve like never before.Logo Connect Your Employees to Suppliers and Customers. present. ANNUAL REPORT 2009 pectrum Intelligence Solution Simpli es Detection Brochure LOGO PLACEMENT The Cisco logo should always be present on all Cisco-branded communications. Co-branded communications have other considerations. LOGO COLOR Color fill choices should be made on the basis of context and contrast. o Spectrum Intelligence Solution 22 The Cisco Brand / Cisco Brand Identity System . products. And it includes the peace of mind that comes with support from the worldwide leader in networking and communications. but not domineering. The Cisco® Smart Business Communications System (SBCS) is an all-in-one networking and communications solution that will enable you to Core Brand elements Cross Media Application LOGO LOCK-UPS Any text lock-up with the Cisco logo should be balanced. For a small business like yours to communicate e ectively with suppliers and customers in today’s competitive business environment. With the right solution. o Uni ed Wireless Network do just that. you need ready access to information.

2. Color Principles

Color is the most fundamental yet most powerful tool in creating or expressing a mood or feeling. Take advantage of it. Play with color. Color brings our brand to life. Color used simply and with balance can communicate clarity, consistency, and modern sophistication. Vivid highlights and contrasting subtlety turn ordinary into extraordinary.
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Color
Cisco Classic colors serve as a foundational palette that work universally across all of Cisco. Made up of white and monochromatic increments of gray and Cisco Blue, these colors will anchor and balance color expressions when used with extended primary and secondary palettes. When it is important to signal Cisco’s brand equity with color alone, Cisco’s legacy PANTONE® 7477 remains a core color to be used in conjunction with the monochromatic palette. Preferred and supplemental base colors span the color spectrum. These colors have been selected as a foundation from which to build and evolve secondary palettes.
SUPPLEMENTAL COLORS White R255, G255, B255 CISCo CLaSSIC CoLorS C0, M0, Y0, K0 #FFFFFF White R255, G255, B255 C0, M0, Y0, K0 #FFFFFF Pantone 428 R207, G212, B216 C2, M0, Y0, K18 #A7A9AC Pantone 428 R207, G212, B216 C2, M0, Y0, K18 #A7A9AC

Core Brand elements Brand Colors

Pantone 423 R159, G161, B164 C0, M0, Y0, K44 #9FA1A4 Pantone 423 R159, G161, B164 C0, M0, Y0, K44 #9FA1A4

Process Black R0, G0, B0 C0, M0, Y0, K100 #000000 Process Black R0, G0, B0 C0, M0, Y0, K100 #000000

Pantone 7477 R0, G85, B104 C80, M0, Y10, K68 #005568 Pantone 7477 R0, G85, B104 C80, M0, Y10, K68 #005568

PreFerred and SuPPLemenTaL CoLorS

Pantone 390 R193, G205, B35 C22, M0, Y100, K8 #C1CD23 Pantone 390 R193, G205, B35 C22, M0, Y100, K8 #C1CD23 PreFerred CoLorS

Pantone 7738 R70, G160, B64 C76, M13, Y100, K1 #46A040 Pantone 7738 R70, G160, B64 C76, M13, Y100, K1 #46A040

Pantone 2925 R0, G150, B214 C85, M24, Y0, K0 #0096D6 Pantone 2925 R0, G150, B214 C85, M24, Y0, K0 #0096D6

Pantone 526 R101, G45, B137 C76, M100, Y7, K0 #652D89 Pantone 526 R101, G45, B137 C76, M100, Y7, K0 #652D89

Pantone 187 R196, G18, B48 C0, M100, Y79, K20 #C41230 Pantone 187 R196, G18, B48 C0, M100, Y79, K20 #C41230

Pantone 1797 R227, G27, B35 C0, M100, Y99, K4 #E31B23 Pantone 1797 R227, G27, B35 C0, M100, Y99, K4 #E31B23

Pantone 158 R245, G128, B37 C0, M61, Y97, K0 #F58025 Pantone 158 R245, G128, B37 C0, M61, Y97, K0 #F58025

Pantone 115 R255, G225, B79 C0, M9, Y80, K0 #FFE14F Pantone 115 R255, G225, B79 C0, M9, Y80, K0 #FFE14F

SuPPLemenTaL CoLorS

Supplemental colors work best as a foundation for highlights or accents. They should not be used as a dominant color — specifically yellow and purple hues.

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The Cisco Brand / Cisco Brand Identity System

Color
When it comes to communicating the Cisco brand, color is quintessential. The following color configurations show how Cisco’s preferred and supplemental colors can be expanded analogously to build harmonious color palettes and complementary pairings. Working from these analogous extensions will yield rich results that marry well with Cisco’s foundational colors.
ANALOGOUS COLOR

Core Brand elements Expanding Primary and Secondary Palettes

Cool
CooL — PreFerred

Warm
Warm — SuPPLemenTaL

base base extensions

analogous complementary pairing

base

analogous

foundation

base base extensions

analogous complementary pairing

base

analogous

foundation

An analogous color scheme adds hues and values that are adjacent to a chosen color on a color wheel. For example, red to orange.
COMPLEMENTARY COLOR

base base extensions

analogous complementary pairing

base

analogous

A complementary color scheme adds hues and values that are opposite to a chosen color on a color wheel. For example, red and green.
SHADES AND TINTS

A shade is the mixture of a color with black, which reduces lightness. A tint is the mixture of a color with white, which increases lightness.
USING COLOR WITH CISCO PANTONE® 7477

foundation

These palettes have also been developed to work harmoniously with Cisco’s legacy PANTONE® 7477. If needed, PANTONE® 7477 can be used as a support color with any of the palettes to reinforce Cisco’s brand equity. However, it is important that it be used sparingly and only when necessary.

base base extensions

analogous complementary pairing

base

analogous

foundation

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The Cisco Brand / Cisco Brand Identity System

These extended palettes allow you to dial up or down the intensity of any color combination for a wide range of applications. moods. the harmonious combination of rich hues and grays will define and elevate Cisco’s look and feel. and messages. If you require more palette choices. IMPORTANCE OF WHITE base analogous base analogous base pentagram vivid vivid vivid The use of white sets the stage for Cisco’s color to pop.Color To help you make effective color choices and ensure color is working to support the Cisco message and meaning. CISCO COLOR PALETTE LIBRARY The palettes shown here are a recommended starting point for color usage. Whether gray is used as a base to anchor or as a highlight to lift. we’ve developed a number of color palettes. or elevate the sophistication of muted tones and monochromatic grays. USING COLOR WITH GRAY PreFerred anaLoGouS PaLeTTeS Core Brand elements Analogous and Complementary Palettes SuPPLemenTaL anaLoGouS PaLeTTeS SPLIT ComPLemenTarY PaLeTTeS base analogous base analogous base split complementary vivid vivid vivid muted muted muted Whatever color palette you choose. muted muted muted 26 The Cisco Brand / Cisco Brand Identity System . both cool and warm palettes should be used with foundational shades of gray. Balanced ratios of white space can accentuate the vibrancy of bold colors. Start with these palettes “as is” or customize to make appropriate for your theme or application. a complete library of Cisco analogous and complementary palettes is available.

With Color Play Color — — Typography. letters. COLOR IN GRADIENT TEXTURES Choosing a balanced analogous blend of color from a palette is a fundamental step in building harmonious gradients and textures. Core Brand elements Palette Application / Thematic Expression base analogous extension Together. 27 The Cisco Brand / Cisco Brand Identity System . choose your color story and stay consistent. With — Play Together. COLOR IN TYPOGRAPHY AND LOGO PALETTE APPLICATION Before developing designs. Choose icons with complementary colors to unify overall color story. When appropriate. With Color Color — — Together. palette transformed into gradient Together.Color base analogous extension palette transformed into gradient palette transformed into gradient Play Color Typography. COLOR IN GRAPHICS AND ICONS Work from analogous palettes to create graphics with balanced color consistency. Together. — Play With — Typography. complement your color palette by treating the Cisco logo with color. or as a gradient across words or phrases. palette transformed into gradient Infuse color into type by words. Choose from provided palettes to ensure a harmonious balance of color hues and contrast.

or alternate between light and dark for more contrast. Just enough color can be more effective and expressive. 28 The Cisco Brand / Cisco Brand Identity System . INTEGRATING PALETTES INTO GRAPHIC LANGUAGE base analogous When using palettes in graphic expressions. try pairing it with additional analogous palettes. Otherwise you can end up with conflicting palettes that may feel more disjointed than connected. you can gradually shift colors from light to dark. As long as you move adjacently within the color spectrum. Either way works as long as you are using a harmonious palette built from analogous colors. pairing palettes should work harmoniously.Color If one analogous palette doesn’t meet your needs. PAIRING PALETTES ANALOGOUSLY PaLeTTe PaIrInG Core Brand elements Pairing Palettes PaLeTTe aPPLICaTIon base analogous Cisco Uni ed Wireless Network Cisco Spectrum Intelligence Solution Simpli es Detection Brochure When pairing palettes. pair them analogously to make sure that all colors work harmoniously. Too much color may overwhelm your message and make your layout confusing. But remember to find a good balance.

With its broad range of weights. The right typeface. 29 The Cisco Brand / Cisco Brand Identity System . The new Cisco Sans font fuses modern foundational forms with universal functionality. or delightful and fun. Principles of Typography Type tells a story. a clear hierarchy of information can be established to extend the typographical scope of Cisco’s brand — whether it’s clean and simple. builds character.3. used consistently.

Extra Light. Cisco Screen ensures legibility on user interface. you can use Cisco Sans to create a clear and consistent visual hierarchy. CISCO SCREEN ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz CISCo SCreen reGuLar ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Developed specifically for interface applications. digital devices. CISCO SANS ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz CISCo SanS eXTra LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz CISCo SanS eXTra LIGHT oBLIQue ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz CISCo SanS reGuLar ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz CISCo SanS oBLIQue aBCdeFGHIJKLmnoPQrSTuVWXYZ abcdefghijklmnopqrstuvwxyz CISCo SanS BoLd ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz CISCo SanS BoLd oBLIQue ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz CISCo SanS HeaVY ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz CISCo SanS HeaVY oBLIQue ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz CISCo SCreen LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz CISCo SCreen BoLd The primary face for all Cisco communications. Regular. The majority of Cisco’s communications should be set in Cisco Sans Extra Light. Choosing from a combination of weights. or instruction manuals. Regular. order. and maintain a sense of clarity. and structure throughout your written communication. legibility. your use of type will draw readers’ attention. Bold. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 30 The Cisco Brand / Cisco Brand Identity System .Typography CISCo SanS THIn Core Brand elements Cisco Sans Font Family CISCo SanS THIn oBLIQue So you can communicate quickly and simply without distracting from your message. Done right. lead them to the most important information first. we’ve created a systematic approach to Cisco typography using Cisco Sans as our primary typeface. Cisco Sans. is made up of five weights: Thin. Available in three weights. hardware. For each weight there is also an Oblique version. with thin and heavier weights serving as heads. and Bold. or in creative typographic applications. subheads. Cisco Screen maximizes functionality and readability within limited space. Light. and Heavy. Cisco Screen is available in TrueType format only.

. These characters are shown here set in Cisco Sans Regular and Cisco Sans Obilque. across Apple OS and Microsoft Windows operating systems. GREEK. : “” ‘’ “« ‹ ( { [ # * / ^ _~ ¤ ¦ § © ª ™ ¬ ® ¯ ° ± ¹ ² ³ ⁴ º ¼ ½ ¾⅓⅔ ÷ † ‡ № ™ ℮ √ ∞ ∫ ≈ ≠ ≤ ≥ <=> ◊ ∂ Δ Π Σ μ • …¶ º ← ↑ → ↓ ↔ ↕ ↖ ↗ ↘ ↙ ⋆ $ ¢ £ €¥ % ‰ & § @ € ? ! .Typography CISCo SanS reGuLar and CISCo SanS oBLIQue Core Brand elements Cisco Sans Font Family CISCo SanS FonT FamILY FIGureS Because Cisco is a global company. we need to ensure our typographic language is communicated universally. AND GLYPHS CYrILLIC АБВГДЕЖЗИЙКЛМНОПРСТУХЦЧШЩЪЫЬЭЄЮЯ ЃҐҒЁҖҘӢЌҚҜҠЉҢЊѲҪЂЋѢЎӮҮҰҸӋҺӘЏЅІЇЈѴ абвгдеёжзийклмнопрстухцчшщъыьэєюяѓґғёҗҙ ӣќқҝҡљңњѳҫђћѣўӯүұҹӌһәџѕіїјѵ АБВГДЕЖЗИЙКЛМНОПРСТУХЦЧШЩЪЫЬЭЄЮЯ ЃҐҒЁҖҘӢЌҚҜҠЉҢЊѲҪЂЋѢЎӮҮҰҸӋҺӘЏЅІЇЈѴ абвгдеёжзийклмнопрстухцчшщъыьэєюяѓґғёҗҙ ӣќқҝҡљңњѳҫђћѣўӯүұҹӌһәџѕіїјѵ GreeK ΑΒΓΔΕΖΗΘΙΚΛΜΝΞΟΠΡΣΤΥΦΧΨΩΆΈΉΊ ΐ Ϊ ΌΎΫΏ αβγδεζηθικλμνξοπρστυφχψωςάέή ί ΐ ϊ όύώϋΰ ΑΒΓΔΕΖΗΘΙΚΛΜΝΞΟΠΡΣΤΥΦΧΨΩΆΈΉΊ ΐ Ϊ ΌΎΫΏ αβγδεζηθικλμνξοπρστυφχψωςάέή ί ΐ ϊ όύώϋΰ BaSIC GLYPHS The Cisco Sans font family includes Cyrillic. . in OpenType and TrueType formats so you can communicate on Macs and PCs. Greek and glyph characters in all of the weights. . OpenType formats are preferred whenever possible. : “” ‘’ “« ‹ ( { [ # * / ^ _~ ¤ ¦ § © ª ™ ¬ ® ¯ ° ± ¹ ² ³ ⁴ º ¼ ½ ¾⅓⅔ ÷ † ‡ № ™ ℮ √ ∞ ∫ ≈ ≠ ≤ ≥ <=> ◊ ∂ Δ Π Σ μ • …¶ º ← ↑ → ↓ ↔ ↕ ↖ ↗ ↘ ↙ ⋆ 0 &!?:* 123 456789 012 3456 78901 23456 789 31 The Cisco Brand / Cisco Brand Identity System . With that in mind we developed the Cisco Sans font for cross-cultural and cross-platform use. OPENTYPE AND TRUETYPE FORMATS Cisco Sans is available in both OpenType and TrueType formats. including oblique. . We provided full Cyrillic and Greek character sets. CYRILLIC. $ ¢ £ €¥ % ‰ & § @ € ? ! . Optimized for cross-platform functionality.

As a general rule of thumb: the smaller the point size. sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat. / TraCKInG: 0 9 PT. Type can lend clarity to your message. Playful. SuBHead and BodY CoPY In GraY 9 / 12. 15 PT. consetetur sadipscing elitr. At vero eos et accusam et justo duo dolores et ea rebum. THIn Sophisticated. 32 The Cisco Brand / Cisco Brand Identity System . sed diam voluptua. Clean. B. sed diam voluptua. Stet clita kasd gubergren. sed diam voluptua. CoLor C. By employing a consistent type hierarchy. Same PoInT SIZe In one LIne / dIFFerenT WeIGHTS C. GraY Lorem Ipsum Lorem ipsum dolor sit amet. the higher the point size. dIFFerenT PoInT SIZeS / Same WeIGHTS Color Usage a. eXTra LIGHT 20 / 22 110% Cisco Small Business Solutions. no sea takimata sanctus est Lorem ipsum dolor sit amet. consetetur sadipscing elitr. no sea takimata sanctus est Lorem ipsum dolor sit amet. At vero eos et accusam et justo duo dolores et ea rebum. Innovation Lorem ipsum dolor sit amet. eXTra LIGHT Cisco Small Business Solutions. 10 PT. no sea takimata sanctus est Lorem ipsum dolor sit amet. no sea takimata sanctus est Lorem ipsum dolor sit amet. sed diam voluptua. For appropriate Cisco color palettes. Technology you can trust. CreaTIVe CoPY In CoLor 18 PT. Current. the tighter the leading. Technology you can trust. Legibility. / TraCKInG: 0 Core Brand elements Design Principles Hierarchy a. follow the guidelines in the color section. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren. consetetur sadipscing elitr. BoLd GraY 20 PT. eXTra LIGHT 10 / 13 130% Lorem ipsum dolor sit amet. Stet clita kasd gubergren. Leading should be set between 100 to 140% of the point size. All leading is not equal. Simply infusing color into typography effectively accomplishes two things at once: It clarifies both informational hierarchy and organization. / TraCKInG: 0 9 PT. The examples above give some guidance on type hierarchy. reGuLar Cisco Small Business 18 PT. sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat. Play with color. consetetur sadipscing elitr. sed diam voluptua. / LeadInG: 22 PT.Typography Leading / Tracking 9 PT. consetetur sadipscing elitr. Same PoInT SIZeS / dIFFerenT WeIGHTS 9 PT. The tracking for Cisco Sans can generally be set to 0. Stet clita kasd gubergren. no sea takimata sanctus est Lorem ipsum dolor sit amet. consetetur sadipscing elitr. In general. B. sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat. Stet clita kasd gubergren. SuBHead In CoLor / BodY CoPY In GraY CoLor Lorem Ipsum Lorem ipsum dolor sit amet. / LeadInG: 12. Adjust tracking and kerning where needed based on application. sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat. maintain a balanced contrast between titles/subtitles and body copy. Lorem ipsum dolor sit amet. the larger the leading. no sea takimata sanctus est Lorem ipsum dolor sit amet. Delightful. At vero eos et accusam et justo duo dolores et ea rebum. sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat. At vero eos et accusam et justo duo dolores et ea rebum.6 PT.6 140% Lorem ipsum dolor sit amet. And it elevates your typographic communication with personality and style. / LeadInG: 13 PT. the readability of your communication becomes more clear and meaningful. sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren. sed diam voluptua.

In volutpat odio quis diam mattis tristique a vitae est. consectetur adipiscing elit. Inc. you need ready dated in real time. solve like never before. contrast. security and performance you expect from Cisco. Phasellus sit amet elit ac nulla varius tempus id eget risus.he networking and communicaou need. Manage call activity with line muting. Clean. Phasellus ullamcorper placerat tempor. Deliver audio to thousands of participants in one-to-many events using Cisco WebEx Event Center with WebEx Audio Broadcast. . Lorem ipsum dolor sit amet. 33 The Cisco Brand / Cisco Brand Identity System uch as: • Quick adaptation to market changes and increased productivity Cisco Small Business Solutions. Lorem ipsum dolor sit amet. ess Communications n-one networking and that will enable you to the worldwide leader in es the peace of mind that © 1992-2009 Cisco Systems. Mauris viverra tincidunt nibh vel convallis. Determine who attends and who doesn’t using attendance controls. The portfolio o ers a broad range of small business products that can enable you to get more done in less time. Gain better control over your meetings. Cum sociis natoque penatibus et magnis dis parturient montes. Nulla facilisi. ON-SCREEN LETTER SPACE On-screen type is often letterspaced more loosely than type in print in order to improve legibility. Delightful. Phasellus sit amet elit ac nulla varius tempus id eget risus. adipiscing eu felis. With the Type should be easy to read and pleasing to look at in layout. Etiam vel felis elit. Modern. it has to work. suppliers. Nulla molestie volutpat ligula in pulvinar. 8 Presentation D Cisco Con dential ©2010 Cisco Systems. cations. nascetur ess can collaborate more Our preference is sentence and title casing only. Improve business e ciency using WebEx Audio to connect up to 500 attendees per meeting. and meeting lockouts. When it comes to the technology that keeps your employees. traditional phone conference. Nulla molestie volutpat ligula in pulvinar. Maecenas vehicula laoreet dolor nec viverra. Choose the right integrated audio options for your needs. Get WebEx Audio services for a single monthly fee. Donec bibendum sagittis nisi quis euismod. Proin at tincidunt justo. mance you expect ortfolio o ers a broad range of ducts that can enable you to get time. iaculis id feugiat id. Typography work together. with the reliability. Maecenas in tellus vel sem iaculis sodales. more productive meeting experience using Cisco WebEx™ Audio with your Cisco WebEx solutions. Clean. Keep your meetings private and productive. quis vulputate nunc. Inc. Nulla molestie volutpat ligula in pulvinar. with the reliability. — Core Brand elements Cross Media Application Sophisticated. Playful. and customers securely connected. and bring the world a little closer. In volutpat odio quis diam mattis tristique a vitae est. consectetur adipiscing elit. In volutpat odio quis diam mattis tristique a vitae est. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae. Avoid using all caps to keep typography Cisco branded. Pellentesque neque risus. iaculis id feugiat id. Current. Delightful. Together. adipiscing eu felis. Legibility Friendly. Cisco Small Business Solutions provide the networking and communications technology you need. balance. Technology you can trust. and more. SENTENCE OR TITLE CASE ONLY yours to communicate and customers in today’s ironment. Improve e ciency using a uni ed meeting solution. solve problems together. Cisco Small Business Solutions. Nulla facilisi. including global callback services. and o the World. Maecenas in tellus vel sem iaculis sodales. Sed aliquam mattis aliquet. Nulla facilisi. and Your Business to the World. iaculis id feugiat id. and texture. Mauris viverra tincidunt nibh vel convallis. Pellentesque faucibus enim id enim auctor pulvinar. Pellentesque neque risus. crowded. Stable Functionality Legibility Cisco Uni ed Wireless Network Connect Your Employees to Suppliers and Customers. Technology you can trust. That’s the human network e ect. the ability to add attendees easily. and audio broadcast. — COLOR AND TYPE mployees to ustomers. Take advantage of choices that include VoIP. Set up your session with easy-to-use phone options. Cisco Spectrum Intelligence Solution Create a fuller. Phasellus sit amet elit ac nulla varius tempus id eget risus. participant lists. All rights reserved — Typography Playful. Mauris viverra tincidunt nibh vel convallis. Or keep your phone lines free while you save money with integrated Voice over IP (VoIP)—from any computer worldwide. Pellentesque neque risus. Cum Think of blocks of type as having a color value — look at type with an eye toward color. CLEAR SPACE consectetur adipiscing elit. adipiscing eu felis. Maecenas in tellus vel sem iaculis sodales. Lorem ipsum dolor sit amet. nascetur ridiculus mus. Cum sociis natoque penatibus et magnis dis parturient montes. Maecenas sed nisl eget mi congue bibendum mattis a dolor. Use clear space Connectcontext — type should not be as Now. Identify which meeting attendee is speaking with Active Talker indicators.

Whether pictographic or photorealistic. Simple and friendly. and ease.4. 34 The Cisco Brand / Cisco Brand Identity System . Icon Principles Cisco’s icons enable users to navigate tasks and ideas with intuition. apply icons to improve usability and universality or to signify ease and accessibility. Cisco’s icons work equally well both as tools and as expressions of our brand. speed.

pictogram icons will be used on equipment. pictographic and photorealistic. color. displays. Use them to add warmth. CISCO ICON LIBRARY PICToGraPHIC Core Brand elements Pictogram / Photorealistic / Device Icons PHoToreaLISTIC The icons shown on the right are a partial representation of Cisco’s pictographic and photorealistic icon libraries. hardware. Search through the complete Cisco icon libraries for a full range of iconic symbols and expressions. and instruction manuals. Two styles. are supplied so you have the flexibility to deploy them depending on the environment in which they will appear and the budget available. and friendliness. The photorealistic icons are designed to humanize our technology. but can be extended to brand expressions.Icons Cisco’s icons are meant to be read at a glance. Typically. deVICe IConS 35 The Cisco Brand / Cisco Brand Identity System .

The clear space around an icon is an integral part of its design. and spacing. confident and witty. alignment. To create balance and reinforce Cisco’s core palette. and ensures the icon can be seen quickly and understood easily. color and gradients can bring dimension and energy to pictograms. Bold. 36 The Cisco Brand / Cisco Brand Identity System . a text label with the Cisco logo. However you use icons. Grouped in collections or paired with type or logo. always keep a good balance of size ratio. small icons can tell many different stories. large icons can tell a simple and direct story. Used wisely.Icons Scale a LarGe-SIZe ICon Compatible Extensions Program Core Brand elements Icon Elements Clear Space Color Usage PICToGram In GraY SmaLL-SIZe IConS Compatible Extensions Program Cisco Spectrum Intelligence Solution Brochure Be Sure To ProVIde enouGH CLear SPaCe around IConS oPTICaLLY Same HeIGHT oPTICaLLY Same SIZe PICToGram In CoLor / GradIenTS Scale can change the personality of an icon. To preserve the integrity and visual impact of an icon. always maintain a proper amount of clear space around it. be sure to pair colored icons with a gray component — for example.

use an icon to tell one story or group them to tell various stories. 37 The Cisco Brand / Cisco Brand Identity System . with the reliability. ICON LOCK-UPS Pair icons with words to create clever lock-ups and headers. Always keep a good ratio of icon size and space. it has to work. MORE OR LESS Singular or multiples. Cisco Spectrum Intelligence Solution Brochure Cisco Spectrum Intelligence Solution Brochure ns. ou expect from Cisco. All elements reference the graphic style of the Cisco mark — from the rounded ends of the Cisco bars to the corners of the Cisco logotype. and customers securely connected. suppliers. The portfolio o ers a broad range of small business products that can enable you to get more done. Technology you can trust. Pair colored pictograms with a gray component to create balance. PICTOGRAM INSPIRATION Cisco’s library of pictograms are developed with the logo in mind. When it comes to the technology that keeps your employees. security and performance you expect from Cisco. nology that keeps your customers securely Cisco Small Business orking and communed. Cisco Small Business Solutions. with the reliability. Cisco Small Business Solutions provide the networking and communications technology you need.Icons Cisco United Wireless Network Core Brand elements Cross Media Application / Pictogram COLOR When appropriate. infuse color into pictograms to create dimension and energy. can trust. range of small business ou to get more done.

When it comes to the technology that keeps your employees. with the reliability. it has to work.” he explains. I heard stories about Americans of Arabic descent being stopped and searched in airports.Icons Cisco Uni ed Wireless Network. it has to work. Dale immediately thought about the internment of Japanese-Americans during World War II. Cisco Uni ed IP Phone Portfolio. MORE OR LESS COLOR . a bright but unmotivated student. security and performance you expect from Cisco. suppliers. it has to work. books. eps your curely Business mmunicability. security and performance you expect from Cisco. with the reliability. Cisco Small Business Solutions. enthusiastically began researching the Japanese-American internment for this project. Cisco Small Business Solutions. was quietly singing a rap tune when he overheard his teacher mention something about a multimedia assignment. The high school junior from Moss Point. ICON WITH CISCO LOGO When appropriate. Always keep a good ratio of icon size and space. as that was a topic of interest to him. they are best usedSolution Brochure against white backgrounds. The song is about the con nement of Shinoda’s grandfather at the Japanese-American internment camp in Manzanar. Technology you can trust. When it comes to the technology that keeps your employees. Audio Control and Management Improve meeting productivity using easy audio settings and management tools. Technology you can trust. m Cisco. or pair it with the Cisco logo to serve as a creative signature. suppliers. Mississippi. Technology you can trust. “My girlfriend is Mexican. and the majority of the students in my school are African-American. Inc. So these Compatible Extensions Program recent events both seemed very relevant and bothered me. This caught Solution Brochure his attention and he tuned back in to discover that she wanted the students to create videos about historical events or heroes. © 2010 Cisco Systems. and helped me relate to the plight of Japanese-Americans during the war. Technology you can trust. and customers securely connected. However. a member of the bands Fort Minor and Linkin Park. and articles. and customers securely connected.” says Dale. using an icon alone.” a rap song written and performed by Mike Shinoda. The portfolio o ers a broad range of small business products that can enable you to get more done. All rights reserved. Compatible Extensions Program Highlights: Simpli ed Service Use just one convenient provider for all your integrated audio and web meetings. The Cisco Telepresence Experience Multimedia Assignment Motivates Student to Succeed Core Brand elements Cross Media Application / Photorealistic and Device Icons Cisco Spectrum Intelligence Steven Dale. California. Cisco Small Business Solutions provide the networking and communications technology you need. International Service Meet with attendees — by phone or computer — in more than 200 countries. Cisco Small Business Solutions provide the networking and communications technology you need. Shortly after the Iraq war started. Cisco Small Business Solutions. Cisco Small Business Solutions provide the networking and communications technology you need. The portfolio o ers a broad range of small business products that can enable you to get more done in less time. 38 The Cisco Brand / Cisco Brand Identity System . Customized Service Get a exible package and your choice of integrated audio options for each session. some icons can work against light-colored or gray gradient backgrounds. and ignorant people saying we should just blow them all up.” ICON WITH TEXT Pair icons with words to create clever statements and headers. “And the topic was relevant to what was happening at the time. with the reliability. and customers securely connected. using Internet search engines to locate images. Weeks later. Compatible with: • Cisco WebEx Meeting • Cisco WebEx Event • Cisco WebEx Training • Cisco WebEx Support Audio Access Safeguards Secure integrated audio meetings by controlling attendance. n trust. “I was really excited to do a project featuring Shinoda’s music. Page 1 When it comes to the technology that keeps your employees. all business e done in Because photorealistic icons are Intelligence already rich with color and depth. suppliers. security and performance you expect from Cisco. Cisco Spectrum An icon can be used either singularly or in multiples to tell one or several stories. he had assembled a video collage set to “Kenji. The portfolio o ers a broad range of small business products that can enable you to get more done.

Use accents and effects as complementary devices to elevate the ordinary or to accentuate form and function. well-ordered system of treatments. 39 The Cisco Brand / Cisco Brand Identity System .5. Underlying all Cisco brand expressions is a detailed. Treatment Principles Perfection is in the details. For best results. keep it clean and simple. This unified system of treatments defines the Cisco experience.

Cisco Small Business Solutions provide the networking and commundroP SHadoW 45˚ ications technology you need. suppliers. Cisco Small droP SHadoW 90˚ Solutions. corner radii make buttons. use them sparingly and tastefully. When it comes to the technology that keeps your employees. As scale changes. 40 The Cisco Brand / Cisco Brand Identity System .Treatments Corner Radius 3 pixels 6 pixels Brand expressions Treatment Attributes Surface and Materials SurFaCe BuTTonS Devices and Effects TranSParenCY Buttons Content Panes (50px or under) SMALL BUSINESS SOLUTIONS SMALL BUSINESS SOLUTIONS Content Panes: 100% Opaque White Overlay: 75% Opaque Black 3 pixels Nested Panes Cisco Small Business Solutions. The portfolio o ers a broad range of small business products that can enable you to get more done. it is important to keep all corner radii the same proportion relationship. with the reliability. To build a branded quality to corner radii. security and performance you expect from Cisco. Technology you can trust. Keep corner radius sizing consistent by following the rules above. The portfolio o ers a broad range of small business products that can enable you to get more done. it has to work. Don’t let the surface and materials overwhelm your message. Business Technology you can trust. gels.1/4" Cisco Small Business Solutions. unique surfaces and materials can be used to enhance the user experience. and customers securely connected. When it comes to the technology that keeps your employees. and customers securely connected. Cisco Small Business Solutions provide the networking and communications technology you need. But use these effects with subtlety so they don’t overpower the focal point of your subject. and menus more approachable to our end-users. Whichever surface or material you choose — glass. suppliers. Predominantly used in Web and digital applications. it has to work. be sure to adjust the corner radius ratio accordingly. Integral elements in Cisco’s interface and collateral. be sure to use those that are most appropriate for your audience. with the reliability. while drop shadows lift elements from a flat surface. Transparencies and overlays reveal layers of information and texture. Technology you can trust. Use these treatments and effects to add depth and dimension in digital or print media. vector : 1/8" . metal. or satin finishes. security and performance you expect from Cisco. content panes.

and customers securely connected. at a price that ts a small connected. updated in real time. customers. The Cisco® Smart Business Communications System (SBCS) is an all-in-one networking and communications solution that will enable you to do just that. Cisco Small Business Solutions. Technology you can trust. and customers securely connected. and customers securely costs. and Your Business to the World. 41 The Cisco Brand / Cisco Brand Identity System . SURFACES AND FINISHES Connect Your Employees to Suppliers and Customers. Cisco Small Business Solutions provide the networking and communications technology you need. customers. bars. suppliers. tions technology you security and performance you expect from Cisco. navigation New Ways the overall user experience. Technology you can trust. security and performance you expect from Cisco. with the reliability. with the reliability. Cisco Small Business Solutions provide the networking and communications technology you need. you need ready right solution. and menus more approachable to our end-users. Cisco Small Business business budget. When it comes to the technology that keeps your employees. updated in real time. you need ready access to information. The portfolio o ers a broad range of small business products that can enable you to get more done in less time. solve problems together. Solutions provide the networking and communicasupported by the most attractive nancing options need. And it includes the peace of mind that comes with support from the worldwide leader in networking and communications. it has to work.Treatments Brand expressions Cross Media Application / Thematic Expression Cisco Uni ed Wireless Network Cisco Spectrum Intelligence Solution Simpli es Detection Brochure Cisco Spectrum Intelligence Solution CORNER RADII Use Cisco standardized corner radii to make buttons. and bring the world a little closer. The Cisco SBCS delivers bene ts such as: • Improved communication among employees. suppliers. and customers securely connected. Cisco Small Business Solutions. because employees can communicate with each other and access your network from anywhere • A return on your technology investment as your business be comes more e cient and competitive • Quick adaptation to market changes and increased productivity • A highly secure rich-media experience delivered across any work space • Lower operational and maintenance costs. The Cisco SBCS delivers bene ts such as: • Improved communication among employees. your business can collaborate more e ectively and problem-solve like never before. When comes to the technology that keeps your • Lower operational and itmaintenance employees. The portfolio o ers a broad range of small business products that can enable you to get more done in less time. at a price that ts a small business budget. supported by the most attractive nancing options Drop shadows lift elements from a flat surface and add depth and dimension in digital or print media. security and performance you expect from Cisco. For a small business like yours to communicate e ectively with suppliers and customers in today’s competitive business environment. and vendors for better collaboration—and happier customers • Faster response to customer needs. When it comes to the technology that keeps your employees. When it comes to the technology that keeps your employees. security and performance you expect from Cisco. suppliers. and Your Business to the World. Together. because employees can communicate with each other and access your network from anywhere • A return on your technology investment as your business be comes more e cient and competitive • Quick adaptation to market changes and increased productivity • A highly secure rich-media experience delivered across any work space Unique surfaces and materials can be used to enhance buttons. The portfolio o ers a broad range of small business products that can enable you to get more done in less time. with the reliability. suppliers. Cisco Small Business Solutions. Technology you can trust. content panes. For a small business like yours to communicate e ectively with suppliers and customers in today’s competitive business environment. your business can collaborate more e ectively and problem-solve like never before. The portfolio o ers a broad range of small business products that can enable you to get more done in less time. Connect Your Employees to Suppliers and Customers. it has to work. Technology you can trust. And it includes the peace of mind that comes with support from the worldwide leader in networking and communications. it has to work. Cisco Small Business Solutions provide the networking and communications technology you need. With the DROP SHADOWS Cisco Small Business Solutions. The Cisco® Smart Business Communications System (SBCS) is an all-in-one networking and communications solution that will enable you to do just that. With the right solution. access to information. with the reliability. it has to work. and to Thrive Now is the time to work together. and vendors for better collaboration—and happier customers • Faster response to customer needs.

vibrancy. Build gradients to evoke motion. rich gradients invigorate the Cisco brand. 42 The Cisco Brand / Cisco Brand Identity System . and energy — signaling flow. convergence. Create soft gradients with subtle tonal variations or dynamic gradients with strong chromatic shifts. Gradient Principles Intensify your color with dimension and depth. A celebration of color.6. and connectivity.

from typography to tradeshow banners. By choosing wisely from duotone or tritone treatments.Gradients We’ve taken the same shared. the gradients we’ve supplied here can add dimension in almost any application — from packaging to our logo. or hues that are farther apart from one another. systematic approach to color and extended it to the creation of gradients. depth. tritones can be used to enhance a duotone with greater value between endpoints. TRITONE GRADIENTS To create a richer gradient. DUOTONE GRADIENTS duoTone GradIenT Brand expressions Gradient Palettes duoTone GradIenT TrITone GradIenT TrITone GradIenT Duotone gradients can create a shift between tonal values within a single hue. Gradients emphasize energy. It is not recommended to build duotones with complementary hues. or to solidify a dramatic shift between contrasting hues that are more complementary than analogous. 43 The Cisco Brand / Cisco Brand Identity System . and vibrancy. Used in conjunction with the Cisco color system. you can create a range of expressions — from calm to energetic — simply by increasing the intensity of the gradient. or between two closely analogous hues.

Test various color configurations to find harmonious or dynamic shifts between contrasting analogous hues. choose a palette that best suits your intended purpose. density. you can build tritone gradients. or span three contrasting hues within one gradient. you can then build your duotone. 44 The Cisco Brand / Cisco Brand Identity System . Developing a good practice of contrast and comparison between gradients will strengthen your gradient expression. or subtle gradations between tonal values within one hue. Working from the provided color palettes. Organize tonal values from light to dark to find harmonious pairings. Once you’ve chosen your colors. Tritones yield a richer value between endpoints — whether you move three steps tonally within similar hues. Enhance linear gradients with movement and fluidity by adding a -45 degree directional angle to your gradient. and movement. Tritones elevate duotones with more vibrancy. When duotones are not dynamic enough.Gradients Picking Colors base analogous base analogous analogous base 1 1 1 Brand expressions Building Gradients Building Duotones 1 1 2 1 2 4 2 4 4 1 Building Tritones 1 11 1 21 2 2 organize light to dark organize light to dark organize light to dark 1 2 3 1 4 2 1 5 3 2 4 3 5 4 5 2 2 22 2 42 4 4 gradient angle gradient angle gradient angle -45˚ -45˚ -45˚ 2 2 3 2 3 4 3 4 5 4 5 5 3 3 43 4 54 5 5 Gradients can be built from any color.

Gradients duoTone GradIenTS TrITone GradIenTS Brand expressions Gradient Palettes warm cool warm cool 45 The Cisco Brand / Cisco Brand Identity System .

and vendors changes and increased productivity for better collaboration—and happier customers • A highly secure rich-media experience delivered across • Faster response to customer needs. and meeting lockouts. supported by the • A return on your technology most attractive nancing options investment as your business be comes more e cient and competitive Trust WebEx Audio for all er Infuse gradients your audio services. updated in real time. Determine who attends and who doesn’t using attendance controls. Schedule easily and join from computer or phone. the ability to add attendees easily. Deliver audio to thousands of participants in one-to-many events using Cisco WebEx Event Center with WebEx Audio Broadcast. © 2010 Cisco gradient Systems. With the right solution. Or keep your phone lines free while you save money with integrated Voice over IP (VoIP) — from any computer worldwide. isco E ect Add gradients into pictograms to create dimension and energy or use gradients as backgrounds behind monochromatic photorealistic icons. you need ready access to information. at a price that ts a small business budget. All rights reserved. and Your Business to the World. Get WebEx Audio services for a single monthly fee. including global callback services.Gradients Connect Your Employees to Suppliers and Customers. of entry to each web meeting. Customized Service Get a exible package and your choice of integrated audio options for each session. your business can collaborate more e ectively and problem-solve like never before. Elevate graphic expressions by integrating gradients within. infuse Eliminate paragraphs. O phone calls toattendees a One invite. gradients into the Cisco logothe related bills each month. Audio Access Safeguards Secure integrated audio meetings by controlling attendance. Manage call activity with line muting. Improve business efficiency using WebEx Audio to connect up to 500 attendees per meeting. create depth and backgrounds richness. any work space because employees can communicate with each other and access • Lower operational and maintenance your network from anywhere costs. International Service Meet with attendees—by phone or computer—in more than 200 countries. Compatible with: • Cisco WebEx Meeting Center • Cisco WebEx Event Center • Cisco WebEx Training Center • Cisco WebEx Support Center Cisco United Wireless Network GRADIENT ciency using a uni ed meeting solution. Brand expressions Cross Media Application Optimize meetings using integrated Cisco WebEx Audio. Audio Control and Management Improve meeting productivity using easy audio settings and management tools.hosts and add audio. and more. Inc. Set up your session with easy-to-use phone options. Count on WebEx Audio toappropriate. Gain better control over your meetings. Keep your meetings private and productive. single point phrases. Highlights: Simpli ed Service Use just one convenient provider for all your integrated audio and web meetings. Improve e IN TYPOGRAPHY AND LOGO The Cisco SBCS delivers bene ts such as: • Improved communication among • Quick adaptation to market GRADIENTS WITH ICONS employees. When handle all your support needs too. Choose the right integrated audio options for your needs. across words. participant lists. Save the time you would have spent reconciling to create motion or dynamism. And it includes the peace of mind that comes with support from the worldwide leader in networking and communications. Identify which meeting attendee is speaking with Active Talker indicators. spending for numerous — even overlapping — services from multiple vendors. GRADIENT IN BACKGROUNDS AND GRAPHICS When balanced with white space. No more separate or one login. Cisco WebEx Audio Why Cisco WebEx Audio: For a small business like yours to communicate e ectively with suppliers and customers in today’s competitive business environment. Page 1 46 The Cisco Brand / Cisco Brand Identity System . The Cisco® Smart Business Communications System (SBCS) is an all-in-one networking and communications solution that will enable you to do just that. customers.

7. Graphic Principles Activating the vertical bars within the Cisco logo brings a heightened graphic energy to the Cisco brand. Loud or soft. Whether you move. each expression is applicable across every aspect of the Cisco brand. 47 The Cisco Brand / Cisco Brand Identity System . combine. or integrate the forms. you can communicate a wide range of visually dynamic qualities.

GRAPHIC 2: COMBINED Combining the bars together. There are three variations of this graphic device which can then be extended and evolved further.Graphics To give life to the expression of the Cisco brand. this playful variation signals connectivity. Combined with imagery and type they create a lively expression for the brand. infused with color. collaboration. upward movement. These bars. energy. GRAPHIC 3: INTEGRATED Fusing the bars together with an embedded gradient yields yet another distinctive expression that suggests convergence and consolidation. GRAPHIC 1: MOVEMENT GraPHIC 1: moVemenT GraPHIC 2: ComBIned Brand expressions Graphic Elements GraPHIC 3: InTeGraTed Signaling flow and expansion. this simple graphic variation moves the bars in a vertical path — a fun and dynamic interpretation of information flowing through our network. and the flow of information. we’ve created a series of graphic bars that subtly reference the bars that make up the Cisco logo. Bold contrasting colors make this variation energetic and engaging. and togetherness. progress. 48 The Cisco Brand / Cisco Brand Identity System . should be used vertically to suggest dynamism.

move the bars apart. be sure to maintain a good sense of balance and contrast. and combine bars. However you express it. By simply activating the bars — moving and scaling the bars vertically — you can transform the mark into a new dynamic form that conveys a strong sense of movement. Create additional depth by multiplying layers of Cisco bar forms above. the textural patterns are easier to read as graphic elements from the Cisco logo. To add space and balance. convert the shape into a single compound path and fill with a gradient. To convert the graphic expression into a single integrated shape. Use this graphic form against white space or infused within a gradient background. 49 The Cisco Brand / Cisco Brand Identity System . To add intensity and impact. If you maintain equal thickness. multiply. and depth. scale the vertical length of each bar to extend or contract it. You may use a compound path to mask an image as well. To create a sense of energy and depth.Graphics Logo Reference Move or Combine Brand expressions Graphic Elements Integrate Derived from the Cisco logo. overlap. this new graphic expression pays homage to Cisco’s heritage. energy. Experiment. as there are many options.

moving it from foreground to background on dimensional planes introduces an additional range of creative potential. This version of the graphic expression should always appear flat in a vertical direction. Use the graphic elements as opaque. or mixed. you can extend this graphic device into charts and graphs. The density of elements may depend on your layout. Unique to the Cisco brand. this graphic expression offers endless possibilities. transparent. type. Play with scale. However. Balance bold colors with vivid highlights and neutral grays to keep the expression engaging but not overpowering. and/or gradients. By pivoting the forms like the hands of a clock. interaction between photos. playing with scale will change its personality — enabling you to combine whimsy with boldness and confidence. concept. 50 The Cisco Brand / Cisco Brand Identity System . With any graphic expression.Graphics Move Scale and Overlap Brand expressions Graphic 1 Variant Simple and flat. Overlap forms and colors to create depth and contrast. Using the same forms and connecting them at each circular node creates yet another variation. While keeping the graphic itself flat. textures. it is possible for it to travel along a three-dimensional plane.

simply playing with scale is a powerful way to transform the expression. but sequence contrasting color values in complementary fashion instead of creating an obvious rainbow. be sure to keep your color and treatment consistent so that each variation still connects visually with the Cisco brand. The Cisco bars are still evident. Here again. When combining the forms together for this graphic variation. but become a secondary element. Zooming into the graphic exponentially yields a fresh new look — where the focal point becomes color and pattern. Using the same logic and execution as scaling and filling. 51 The Cisco Brand / Cisco Brand Identity System . At this scale. you can embed the graphic as a pattern into iconic shapes or typography for infinite variations of this graphic expression. When doing this. Use vibrant colors mixed with gradients and lighter tones.Graphics Combine Scale and Fill Brand expressions Graphic 2 Embed Combine and contrast. a rich bold mix of contrasting colors is essential. Anchor the graphic with deep grays. You can use the full spectrum of color here. crop and fill into different areas to create rich dynamic backgrounds.

You can embed a gradient or texture into the form in the same way you incorporate a graphic into a shape. Here again. but become a secondary element. This will fuse the form into an iconic object you can use on its own.Graphics Integrate Scale and Fill Brand expressions Graphic 3 Embed Form as icon. be sure to keep your color and treatment consistent so that each variation still connects visually with the Cisco brand. Zooming into the graphic exponentially yields a fresh new look — where the focal point becomes color and pattern. At this scale. simply playing with scale is a powerful way to transform the expression. 52 The Cisco Brand / Cisco Brand Identity System . you can embed the graphic as a pattern into iconic shapes or typography for infinite variations of this graphic expression. crop and fill into different areas to create rich dynamic backgrounds. When doing this. The Cisco bars are still evident. or mix with similar gradient backgrounds to create textures or patterns. Using the same logic and execution as scaling and filling.

Cisco Uni ed Wireless Network Connect Now. one login. INTEGRATING GRAPHICS To dial up expression. Cisco Small Business Solutions provide the networking and communications technology you need. with the reliability. Mauris Lorem ipsum dolor sit amet. The Cisco® Smart Business Communications System (SBCS) is an all-in-one networking and communications solution that will enable you to do just that. the ability to add attendees easily. In volutpat odio quis diam mattis tristique a vitae est. consectetur adipiscing elit. you need ready Make Decisions Fast.Graphics Brand expressions Cross Media Application Cisco Uni ed Wireless Network Cisco Spectrum Intelligence Solution Simpli es Detection Brochure Cisco Uni ed Wireless Network Cisco Uni ed Wireless Network Cisco Uni ed Wireless Network Cisco Uni ed Wireless Network Cisco Spectrum Intelligence Solution Simpli es Detection Brochure Cisco Uni ed Wireless Network Cisco Small Business Solutions. consectetur adipiscing elit. iaculis id feugiat id. Count on WebEx Audio to handle all your support needs too. 53 The Cisco Brand / Cisco Brand Identity System . and customers securely connected. Identify which meeting attendee tions technology you need. updated in real time. No more separate phone calls to add audio. collateral. With the right solution. Cisco Smallsecurely and productive. adipiscing eu felis. and meeting lockouts. Maecenas in tellus vel sem iaculis sodales. Mauris Are you registered? Register now e ectively with suppliers and customers in today’s competitive business environment. Cisco Small Business Solutions provide the networking and communications technology you need. is speaking with Active Talker indicators. suppliers. and Your Business to the World. Eliminate spending for numerous—even overlapping—services from multiple vendors. suppliers. participant lists. For a small business like yours to communicate e ectively with suppliers and customers in today’s competitive business environment. Phasellus sit amet elit ac nulla varius tempus id eget risus. and packaging. Pellentesque neque risus. Manage call activity with line security and performance you expect from Cisco. the simplicity of the graphic expression in itself is enough. Inc. consectetur adipiscing elit. and Your Business to the World. consectetur adipiscing elit. In volutpat odio quis diam mattis tristique a vitae est. your business can collaborate more e ectively and problem-solve like never before. video. and vendors for better collaboration—and happier customers • Quick adaptation to market changes and increased productivity Rewards and Promotions Lorem ipsum dolor sit amet. one-to-many events using Cisco WebEx Event Center with WebEx Technology you can a single Audio Broadcast. security and performance you expect from Cisco. with the reliability. Deliver audio to thousands of participants in Business Solutions. Mix and overlay graphics with color and photography to infuse and integrate expressions. it has to work. For Small Business access to information. When it comes to the technology that keeps your employees. attendees a single point of entry to each web meeting. Pellentesque neque risus. iaculis id feugiat id. Technology you can trust. supported by the • A return on your technology most attractive nancing options investment as your business be comes more e cient and competitive Sometimes. adipiscing eu felis. And it includes the peace of mind that comes with support from the worldwide leader in networking and communications. your business can collaborate more e ectively and problem-solve like never before. with the reliability. Mauris New Products Out Now • A highly secure rich-media experience delivered across • Faster response to customer needs. iaculis id feugiat id. Pellentesque neque risus. O er hosts and IT Audio for all your ed meeting solution. One invite. and energy by integrating graphics into Web. Determine who products that can enable you to get more done in attends and who doesn’t using attendance controls. Nulla Cisco Capital Monthly Ratecard Click here to download Cisco Turbo Card Click here to download comes with support from the worldwide leader in networking and communications. Mauris viverra tincidunt nibh vel convallis. at a price that ts a business budget. In volutpat odio quis diam mattis tristique a vitae est. Simple Cisco Small forms of colorSolutions. New Products and Solutions Lorem ipsum dolor sit amet. Innovate Faster. Set up your session with easy-to-use phone options. In volutpat odio quis diam mattis tristique a vitae est. it Solutions provide the networking and communicaGain better control over your meetings. Improve business e ciency using WebEx Audio to connect up to 500 attendees per meeting. Cisco Spectrum Intelligence Solution Simpli es Detection Brochure Connect Your Employees to Suppliers and Customers. consectetur adipiscing elit. gradations create and Business Technology you can trust. Book a WebEx with your SBMM Visit the Cisco SMB website Improve e KEEPWebExciency using a uni audio services. The portfolio o ers a broad range of small business products that can enable you to get more done in less time. and customers Keep your meetings private has to work. adipiscing eu felis. and customers securely connected. you need ready access to information. adipiscing eu felis. adipiscing eu felis. The Cisco® Smart Business Communications System (SBCS) is an all-in-one networking and communications solution that will enable you to do just that. Nulla molestie volutpat ligula in pulvinar.ofand more. The portfolio o ers a broad range small business muting. In volutpat odio quis diam mattis tristique a vitae est. Save the time you would have spent reconciling the related bills each month. Lorem ipsum dolor sit amet. Or use graphics as a backdrop for content panels or type. movement. monthly fee. SIMPLE Trust The Cisco SBCS delivers bene ts such as: • Improved communication among employees. Get WebEx Audio services for trust. security and performance you expect from Cisco. customers. Pellentesque neque risus. And it includes the peace of mind that New Ways to Thrive. updated in real time. Mauris Lorem ipsum dolor sit amet. a smart and clean look and feel. including global callback services. The portfolio o ers a broad range of small business products that can enable you to get more done in less time. Pellentesque neque risus. suppliers. INFUSING GRAPHICS When it comes to the technology that keeps your employees. For a small business like yours to communicate Choose the right integrated audio options for your needs. iaculis id feugiat id. With the right solution. Connect Your Employees to Suppliers and Customers. When it comes to the technology that keeps your employees. Or keep your phone lines free while you save Ciscowith integrated Voice over IP (VoIP)—from money Small any computer worldwide. iaculis id feugiat id. bring color. it has to work. any work space because employees can communicate with each other and access • Lower operational and maintenance your network © 1992-2009 Cisco Systems.Business connected. small from anywhere costs. less time.

54 The Cisco Brand / Cisco Brand Identity System . Texture Principles High touch is essential to build a hightech brand. can create engaging experiences that bring a richness to the surface. It’s an opportunity to blend art and technology — combining elements of surprise and beauty with usability. interface. Integrating textures.8. and the Cisco brand. in static or motion graphics.

embedded as part of your artwork. over time we’ll be adding more backgrounds to our library of textures. Use these elements in backgrounds. For still. video. The current palette of textures is designed to evolve. 55 The Cisco Brand / Cisco Brand Identity System . we’ve provided the current palette of textures. MOTION With motion.Textures To infuse backgrounds. or infused in photographs. and interfaces with energy and motion. STILL Brand expressions Texture Elements A series of different textures is supplied for use in both still and motion. each palette will feature multiple crop options and various color ways to give you the flexibility to create unique solutions for a range of applications. or motion graphics to make your communication even more active and to lend a tactile quality to your work. photos. each texture will be supplied with a specific range of animations and color ways. graphics.

movement. For best results. it has to work. Cisco Small Business Solutions provide the networking and communications technology you need. it has to work. tone and composition. textures effectively create mood. security and performance you expect from Cisco.Textures Background Embed Brand expressions Texture Application Infuse Cisco Small Business Solutions. Cisco Small graphics. Connect your employees to suppliers and customer. and customers securely connected. suppliers. When it comes to the technology that keeps your employees. Cisco Small Business Solutions. and customers securely connected. it has to work. Cisco Small Business Solutions. Business Solutions. a rich movement of textural color infused into a photo provides a sense of fluidity and seamless integration. or products. security and performance you expect from Cisco. The portfolio o ers a broad range of small business products that can enable you to get more done in less time. with the reliability. iconic can trust. and customers securely connected. Cisco Small Business Solutions provide the networking and communications technology you need. apply textures to photographs that are complementary in color. Embedded textures enhance type and form with depth and movement in both still and motion applications. Incorporating a texture into photography will heighten its emotional power. The portfolio o ers a broad range of When it comes to the technology that keeps your employees. can trust. suppliers. suppliers. The portfolio o ers a broad range of small business products that can enable you to get more done in less time. less is more. and atmosphere. The portfolio o ers a broad range of Textures are bold and dynamic. When it comes to the technology that keeps your employees. Cisco Small Business Solutions. try not to mix too many elements together. Textures can be used to accentuate focal points — elevating specific content while causing others you Technology to recede. security and performance you expect from Cisco. and your business to the world. Technology you can trust. it has to work. The portfolio o ers a broad range of small business products that can enable you to get more done in less time. When it comes to the technology that keeps your employees. Cisco Small Business Solutions provide the networking and communications technology you need. security and performance you expect from Cisco. and customers securely connected. with the reliability. it has to work. with the reliability. When it comes to textures. potential. Similar to embedding graphics and gradients. 56 The Cisco Brand / Cisco Brand Identity System . Cisco Small Business Solutions provide the networking and communications technology you need. Creative and energetic. Cisco Small Business Solutions provide the networking and communications technology you need. To keep graphics balanced and airy. suppliers. security and performance you expect from Cisco. with the reliability. embedding texture into Technology you shapes or graphic forms offers an extended range of creative type. and customers securely connected. suppliers. Technology you can trust. Technology you can trust. When it comes to the technology that keeps your employees. Used as a creative backdrop for type. with the reliability.

When it comes to the technology that keeps your employees. Infuse. The Cisco SBCS delivers bene ts such as: • Improved communication among employees. graphics. The portfolio o ers a broad range of small business products that can enable you to get more done in less time. SMALL BUSINESS SOLUTIONS Connect Your Employees to Suppliers and Customers. and customers securely connected. at a price that ts a small business budget. Technology you can trust. Technology you can trust. The portfolio o ers a broad range of small business products that can enable you to get more done. it has to work. supported by the most attractive nancing options TEXTURE BACKGROUND Cisco Uni ed Wireless Network INFUSING TEXTURE Use texture as creative backdrops for type. and customers securely That’s the human connected. and Your Business to the World. Cisco Small Business Solutions provide the networking and communications technology you need. with the reliability. because employees can communicate with each other and access your network from anywhere • A return on your technology investment as your business be comes more e cient and competitive • Quick adaptation to market changes and increased productivity • A highly secure rich-media experience delivered across any work space • Lower operational and maintenance costs. SMALL BUSINESS SOLUTIONS Cisco Uni ed Wireless Network Cisco Spectrum Intelligence Solution Simpli es Detection Brochure Cisco Small Business Solutions. Cisco Small Business Solutions provide the networking and communications technology you need. mix. or products to dynamically create mood. When it comes to the technology that keeps your Together. and atmosphere. customers. you can talk to customers and access information anywhere in the workplace. security and performance you expect from Cisco. When it comes to the technology that keeps your employees. Technology you can trust. solve problems together. with the reliability. employees. little closer. suppliers. 57 The Cisco Brand / Cisco Brand Identity System . With Cisco Uni ed Communications. The portfolio o ers a broad range of small business products that can enable you to get more done in less time. and vendors for better collaboration—and happier customers • Faster response to customer needs. movement. and customers securely connected. Cisco Small Business network e ect. security and performance you expect from Cisco. New Ways to Thrive Now is the time to work together. enabling you u to get more accomplished each and every day. suppliers. enabling you to get more accomplished each and every day. you can talk to customers and access information anywhere in the workplace. and bring the world a Brand expressions Cross Media Application Annual Report 2009 With Cisco Uni ed Communications. Solutions provide the networking and communications technology you need. it has to work. and overlay textures within photography to enhance with color and heighten its emotional power. security and performance you expect from Cisco. Cisco Small Business Solutions. it has to work. Cisco Uni ed Wireless Network EMBEDDING TEXTURE Embedding textures enhance type and form with depth and movement in both still and motion applications. with the reliability. suppliers.Textures Annual Report 2009 Cisco Small Business Solutions.

Never contrived. Imagery Principles A picture is worth a thousand words. Cisco imagery embodies a photojournalistic eye to capture pure moments in the lives of people. Cisco imagery should depict real people in real situations in real environments. trite.9. 58 The Cisco Brand / Cisco Brand Identity System . and their interactions with one another. Still or motion. or clichéd.

and inviting. 59 The Cisco Brand / Cisco Brand Identity System . video. We employ different cameras. mood. and lenses to extend our range. create a true sense of place. or technology interaction. lighting. So no matter what type of image you need. environmental. portraiture. we can support the Cisco brand and create an immediately recognizable look for Cisco lifestyle imagery. human. whether it’s lifestyle. our aim is to convey a photojournalistic approach. By maintaining the same approach to color. you should be able to find the visual assets you are looking for. Throughout. consistency is key.Imagery At Cisco we shoot our own photography and maintain an extensive image library. and realistic subject matter. and motion graphics. STILL / MOTION Brand Imagery Lifestyle To extend our brand identity into still photography. product beauty shot. and depict real-life interaction between people and technology. and keep imagery fresh. lighting.

subject.Imagery Stand back to show scale. 60 The Cisco Brand / Cisco Brand Identity System . color. composition. When shooting imagery with environment. only opened up to capture a larger sense of place. or a serene shot of people in a landscape. never lose sight of the Cisco promise: we bring people together by removing the barriers to communication. No matter what you are shooting — a street scene bursting with motion. a cityscape full of people. it is important to maintain a consistent approach to lighting. a strong focal point within a landscape can provide context and a point of view. and mood. STILL / MOTION Brand Imagery Environment To effectively communicate the Cisco brand using imagery with environment. Environmental imagery for Cisco should share the same qualities of lifestyle imagery.

with dynamic. Product photography should always be clear and engaging. Shoot tight and crop close to increase a sense of drama. Use lighting to accentuate dimension and detail. and framing should be tight to isolate key details. while emphasizing the high quality of Cisco products.Imagery Make the product the hero. and sharpness in the details. vivid contrast. focus should be sharp and crisp. lighting should be brilliant and defining. shoot product imagery with a predominant monochrome cast. For best results. This allows maximum freedom to infuse imagery with color and graphics later. STILL / MOTION Brand Imagery Product Product imagery should convey a premium look. 61 The Cisco Brand / Cisco Brand Identity System . To maintain the consistency of the Cisco brand in product imagery. shadows and highlights.

Section 3: Design Application The Cisco Brand .

Second. Third. 63 The Cisco Brand / Design Application . while still maintaining brand consistency within the company and across every consumer touchpoint. stay flexible. how do you apply these brand elements in the real world of Cisco communications? First.design application So. The following examples demonstrate the flexibility of how the Cisco Brand Identity System can accommodate dramatic shifts in tone. be inspired. know your audience.

remember that one of the cornerstones of a memorable brand experience is our continued. from the calm to the dynamic. from monochrome to rainbow-hued — your communications will be supported by a foundation built on design integrity and quality. Templates vs. video. and ultimately inspire trust in our brand message. As you evolve the design elements of current design systems. customization To help ensure consistent communication of the Cisco brand. design application Using the Cisco Brand Identity System Calm vs. Media templates include print. and more. We’ve provided a wide range of color palettes that can be customized to enhance any media presentation. consistent expression of that brand. consistency is key.Application Build consistency When it comes to developing a brand voice for Cisco. we’ve designed a comprehensive system of templates. No matter what expression you choose — from calm to dynamic. You can use them “as is” or modify them to suit your needs. As the following examples show. Using the brand identity system in a consistent manner will build credibility for the brand. presentations. Web pages. These are built from the ground up to ensure your maximum creative flexibility while still sharing the essential design elements that define the new Cisco Brand Identity System. 64 The Cisco Brand / Design Application . That doesn’t mean everything has to look the same. dynamic The Cisco Brand Identity System is designed to support a range of creative expression. speed recognition. you can now infuse any presentation with precisely the right tone to support the right marketing message for your audience. differentiate us from the competition.

que peritiur sim rernamusam. Itatur aut aut faccatatur suntiberio.5 Infrastructure Investment 39. 2009 2010 FISCAL YEAR 30% 2006 2007 Application 2008 2009 Maintenance FIGURE 1 Eque porroviderum quo optatem.5 esti beatemp eritatest. June 10. 2010 Net Sales NET SALES (DOLLARS IN BILLIONS) Net Income NET SALES (DOLLARS IN BILLIONS) FIGURE 1 39. Itatur aut aut faccatatur suntiberio.8 suntiberio. Equisin exceatem esti beatemp eritatest. Equisin exceatem esti beatemp eritatest. Optatur sequi coriati o cabo. Itatur aut aut faccatatur suntiberio. use dynamic gradient textures rich with color to add energy and movement. Optatur sequi coriati o cabo. Itatur aut aut faccatatur suntiberio. que peritiur sim rernamusam. Itatur aut aut faccatatur suntiberio. Optatur sequi coriati o cabo. Optatur sequi coriati o cabo.0 24. FIGURE 2 28. que peritiur sim rernamusam. que peritiur sim rernamusam. que peritiur sim rernamusam. Optatur sequi coriati o cabo. To heighten creative atmosphere.9 Better access to information and communications Lower greenhouse gas emissions Optimized public transit and traffic flow Sustainable living and working FIGURE 2 Lower greenhouse gas emissions 28.5 esti beatemp eritatest. 2010 June 10. Equisin exceatem esti beatemp eritatest. Optatur sequi coriati o cabo.0 24. Itatur aut aut faccatatur suntiberio.0 Eque porroviderum quo optatem. Optatur sequi coriati o cabo. 2010 FIGURE 2 Eque porroviderum quo optatem. que peritiur sim rernamusam.5 22. Equisin exceatem esti beatemp eritatest. June 10. Equisin exceatem esti beatemp eritatest.9 Eque porroviderum quo optatem.5 34. que peritiur sim rernamusam. Equisin exceatem esti beatemp eritatest. 30% Application Maintenance FIGURE 1 FIGURE 2 Eque porroviderum quo optatem. Equisin exceatem esti beatemp eritatest. que peritiur sim rernamusam. Use gradients within type. Equisin exceatem esti beatemp eritatest.8 28.5 34.5 Optimized public transit and traffic flow Sustainable living and working 22.5 Net Sales Eque porroviderum quo optatem. 2010 June 10. Optatur sequi coriati o cabo. Equisin exceatem esti beatemp eritatest. Equisin exceatem esti beatemp eritatest. Itatur aut aut faccatatur suntiberio. keep it clean and simple. Optatur sequi coriati o cabo. Equisin exceatem esti beatemp eritatest. Optatur sequi coriati o cabo. que peritiur sim rernamusam.Application Calm Dynamic design application Presentations 3. Transforming the Environment Net Sales NET SALES (DOLLARS IN BILLIONS) 3. Itatur aut aut faccatatur suntiberio. 2010June 10. Equisin exceatem 22. 2010June 10.5 22.9 28. Itatur aut aut faccatatur suntiberio. Integrate gradients into charts and graphs to make static objects look more active. Itatur aut aut faccatatur suntiberio.9 Eque porroviderum quo optatem. que peritiur sim rernamusam. Transforming the Environment FIGURE 2 Net Income NET SALES (DOLLARS IN BILLIONS) Net Sales 39. Optatur sequi coriati o cabo. que peritiur sim rernamusam.5 34. 2010 June 10. Equisin exceatem esti beatemp eritatest. que peritiur sim rernamusam. Itatur aut aut faccatatur suntiberio. Optatur sequi coriati o cabo. que peritiur sim rernamusam. FIGURE 1 Application Investment Eque porroviderum quo optatem. 65 The Cisco Brand / Design Application .8 34.8 22. Optatur sequi coriati o cabo.0 esti beatemp eritatest. 2010 FIGURE 1 Eque porroviderum quo optatem. June 10.8 22.9 28. Itatur aut aut faccatatur suntiberio. Optatur sequi coriati o cabo.9 28.0 24. que peritiur sim rernamusam. Optatur sequi coriati o cabo. Optatur sequi coriati o cabo. que peritiur sim rernamusam. Use one color palette to keep consistency.9 Eque porroviderum quo optatem.5 NET SALES Better access to (DOLLARS IN BILLIONS) information and communications Net Income NET SALES (DOLLARS IN BILLIONS) 39.5 34. Equisin exceatem esti beatemp eritatest. Itatur aut aut faccatatur suntiberio. Itatur aut aut faccatatur FIGURE 2 suntiberio. 2010 When information is the hero. Itatur aut aut faccatatur suntiberio. que peritiur sim rernamusam. Improved FIGURE 1 real estate use and human Eque experience porroviderum quo optatem.0 24. FIGURE 1 FIGURE 2 Eque porroviderum quo optatem. FIGURE 2 FIGURE 2 Eque porroviderum quo optatem. que peritiur sim rernamusam. Itatur aut aut faccatatur suntiberio. Itatur aut aut faccatatur NET SALES (DOLLARS IN Equisin exceatem suntiberio. BILLIONS) esti beatemp eritatest. Equisin exceatem esti beatemp eritatest. 39. Equisin exceatem esti beatemp eritatest. or gradient washes as backdrop. Optatur sequi coriati o cabo.5 Eque porroviderum quo optatem. Optatur sequi coriati o cabo. Equisin exceatem esti beatemp eritatest. Itatur aut aut faccatatur suntiberio. Itatur aut aut faccatatur suntiberio. Optatur sequi coriati o cabo. Itatur aut aut faccatatur suntiberio. que peritiur sim rernamusam. 2010 Infrastructure Maintenance 42% 23% Application Investment FIGURE 1 June 10. Optatur sequi coriati o cabo. que peritiur sim rernamusam. 24.5 34. Itatur aut aut faccatatur 24. 2010 June 10. que peritiur sim rernamusam.0 Infrastructure Maintenance 22. 2010 June 10. Equisin exceatem esti beatemp eritatest. que peritiur sim rernamusam.8 Eque porroviderum quo optatem.8 Eque porroviderum quo optatem. Eque porroviderum quo optatem. June 10. Equisin exceatem 28. Itatur aut aut faccatatur suntiberio. Equisin exceatem esti beatemp eritatest. FIGURE 1 Infrastructure Net Income Allocation NET SALES (DOLLARS IN BILLIONS) FIGURE 1 5% 39.8 FIGURE 1 28. Optatur sequi coriati o cabo. Equisin exceatem 39. FIGURE 1 Infrastructure Allocation 5% Infrastructure Investment 34. analogous colors within charts and graphs.5 34. Eque porroviderum quo optatem. FISCAL YEAR 2006 2007 2008 2009 2010 FISCAL YEAR 2006 2007 2008 2009 2010 42% 23% 24. Eque porroviderum quo optatem. FIGURE 2 FISCAL YEAR 2006 2007 2008 2009 2010 FISCAL YEAR 2006 2007 2008 2009 2010 EconomicFISCAL YEAR growth Eque porroviderum quo optatem. Optatur sequi coriati o cabo. 2007 2008 2009 2010 FISCAL YEAR 2006 2007 2008 2009 2010 2006 Economic growth Improved real estate use and human experience Eque porroviderum quo optatem. que peritiur sim rernamusam.9 39.0 24. 2010 FISCAL YEAR 2006 2007 2008 Eque porroviderum quo optatem.5 22.

Use calm imagery and a more limited color palette to emphasize information over expression. To emphasize a more energetic Cisco experience.Application Calm Dynamic design application Web / User Experience When dialing up or down the emotive energy of the Website. 66 The Cisco Brand / Design Application . animated graphics. dial up the hero area with active imagery. and vibrant color to instill more excitement and personality. the hero area can say it all.

laws are in place to address medical privacy. Many consider the EU to have the most restrictive privacy laws of any jurisdiction worldwide. which has lead to different interpretations and governing regulations. Determine who attends and who doesn’t using attendance controls. relying on a combination of legislation. For instance. Get WebEx Audio services for a single monthly fee. and Nebuad. 2 Cisco Systems. have recently found themselves embroiled in controversy over plans to target customers with advertisements based on their prior web surfing behaviors. Take advantage of choices that include VoIP. and more. more productive meeting experience using Cisco WebEx™ Audio with your Cisco WebEx solutions. have recently found themselves embroiled in controversy over plans to target customers with advertisements based on their prior web surfing behaviors. Deliver audio to thousands of participants in one-to-many events using Cisco WebEx Event Center with WebEx Audio Broadcast. the ability to add attendees easily. build Privacy laws and regulations continue to react to the marketplace. Privacy Laws and Reactions Privacy laws in the United States and across the globe are inconsistent and continue to evolve. and Nebuad. Keep your meetings private and productive. U.S. an individual’s fundamental privacy rights must be protected. Offer hosts and attendees a single point of entry to each web meeting. For instance. Or keep your phone lines free while you save money with integrated Voice over IP (VoIP)—from any computer worldwide. Eliminate spending for numerous—even overlapping—services from multiple vendors. the recent emergence of behavioral targeting has raised the ire of privacy regulators. and meeting lockouts. Determine who attends and who doesn’t using attendance controls. Audio Control and Management Improve meeting productivity using easy audio settings and management tools. regulation. Improve business efficiency using WebEx Audio to connect up to 500 attendees per meeting. and self-regulation. traditional phone conference. and meeting lockouts. with new technologies and processes leading to more stringent regulation. regulation. add lifestyle or product imagery to mastheads. have recently found themselves embroiled in controversy over plans to target customers with advertisements based on their prior web surfing behaviors. Privacy laws and regulations continue to react to the marketplace. in the United States there is no over-arching privacy law in place. Phorm in the UK. according to your requirements and budget. Keep your meetings private and productive. Inc. Choose the right integrated audio options for your needs. Inc. Offer hosts and attendees a single point of entry to each web meeting. Streamline your meeting and billing processes by using just one vendor. which has lead to different interpretations and governing regulations. Gain better control over your meetings. Highlights Simplified Service Use just one convenient provider for all your integrated audio and web meetings. Customized Service Get a flexible package and your choice of integrated audio options for each session. in the US. Customized Service Get a flexible package and your choice of integrated audio options for each session. Deliver audio to thousands of participants in one-to-many events using Cisco WebEx Event Center with WebEx Audio Broadcast. Eliminate spending for numerous—even overlapping—services from multiple vendors.S. in the US. financial institution privacy and children’s privacy. Instead. Inc. including global callback services. Phorm in the UK. Trust WebEx Audio for all your audio services. 4 Cisco Systems. financial institution privacy and children’s privacy. in the US. have recently found themselves embroiled in controversy over plans to target customers with advertisements based on their prior web surfing behaviors. Schedule easily and join from computer or phone. Set up your session with easy-to-use phone options. Audio Control and Management Improve meeting productivity using easy audio settings and management tools. Create a fuller. and self-regulation. with new technologies and processes leading to more stringent regulation. Get WebEx Audio services for a single monthly fee. the EU regulations are implemented by each individual member state. including global callback services. International Service Meet with attendees—by phone or computer—in more than 200 countries. and Nebuad. simply playing with color can add significant graphic impact. Service providers along with two companies. Improve efficiency using a unified meeting solution. one login. Service providers along with two companies. and Nebuad. Count on WebEx Audio to handle all your support needs too.Application Calm Dynamic design application Data Sheet Optimize meetings using integrated Cisco WebEx Audio. Phorm in the UK. one login.7 8 Both companies planned to install deep packet inspection equipment on ISP networks that would monitor subscribers’ online activities. International Service Meet with attendees—by phone or computer—in more than 200 countries. No more separate phone calls to add audio. typography. Streamline your meeting and billing processes by using just one vendor. Gain better control over your meetings. Improve efficiency using a unified meeting solution. more productive meeting experience using Cisco WebEx™ Audio with your Cisco WebEx solutions. the ability to add attendees easily. Importantly. Trust WebEx Audio for all your audio services. Take advantage of choices that include VoIP. Vary the template grid to change hierarchy between expression and content. in the US. and more. Identify which meeting attendee is speaking with Active Talker indicators. Many consider the EU to have the most restrictive privacy laws of any jurisdiction worldwide. with new technologies and processes leading to more stringent regulation. Privacy laws and regulations continue to react to the marketplace. in the United States there is no over-arching privacy law in place. Choose the right integrated audio options for your needs. Phorm in the UK. Save the time you would have spent reconciling the related bills each month. an individual’s fundamental privacy rights must be protected. Integrate imagery with color. Select an audio option for each session. Save the time you would have spent reconciling the related bills each month. laws are in place to address medical privacy. the EU regulations are implemented by each individual member state. and graphics to dial up branded expression. Integrate gradients into typography or textures within mastheads to add impact to content. For example. In contrast to the European Union. Compatible with: • Cisco WebEx Meeting Center • Cisco WebEx Evvent Center • Cisco WebEx Training Center • Cisco WebEx Support Center Create a fuller. 6 Cisco Systems. Service providers along with two companies. Compatible with: • Cisco WebEx Meeting Center • Cisco WebEx Evvent Center • Cisco WebEx Training Center • Cisco WebEx Support Center Optimize meetings using integrated Cisco WebEx Audio. For instance. Set up your session with easy-to-use phone options. the United States takes a more laissez-faire approach that targets specific sectors. Improve business efficiency using WebEx Audio to connect up to 500 attendees per meeting. The EU has a comprehensive law4 reflecting the EU’s philosophy that while data processing is beneficial. the United States takes a more laissez-faire approach that targets specific sectors. participant lists. the recent emergence of behavioral targeting has raised the ire of privacy regulators. Inc. For example. build 1 Cisco Systems. Audio Access Safeguards Secure integrated audio meetings by controlling attendance. With data sheets and informational content. with new technologies and processes leading to more stringent regulation. participant lists. the recent emergence of behavioral targeting has raised the ire of privacy regulators. the recent emergence of behavioral targeting has raised the ire of privacy regulators. Service providers along with two companies. relying on a combination of legislation. One invite. U. One invite. Instead. For instance. Cisco WebEx Audio Data Sheet Business Challenge Cisco WebEx Audio Data Sheet Success Story Cisco Small Business Product Sheet Success Story Cisco WebEx Audio Data Sheet Highlights Simplified Service Use just one convenient provider for all your integrated audio and web meetings. In contrast to the European Union. and audio broadcast—all in a flexible package. To add more expression into content pages. Identify which meeting attendee is speaking with Active Talker indicators. Schedule easily and join from computer or phone. Manage call activity with line muting. traditional phone conference. The EU has a comprehensive law4 reflecting the EU’s philosophy that while data processing is beneficial. Importantly. Or keep your phone lines free while you save money with integrated Voice over IP (VoIP)—from any computer worldwide. No more separate phone calls to add audio. 67 The Cisco Brand / Design Application . Select an audio option for each session. Privacy Laws and Reactions Privacy laws in the United States and across the globe are inconsistent and continue to evolve. according to your requirements and budget. and audio broadcast — all in a flexible package.7 8 Both companies planned to install deep packet inspection equipment on ISP networks that would monitor subscribers’ online activities. Count on WebEx Audio to handle all your support needs too. Manage call activity with line muting. Privacy laws and regulations continue to react to the marketplace. Audio Access Safeguards Secure integrated audio meetings by controlling attendance.

In this case the white masthead balances the high-impact photographic energy. simple design doesn’t mean design with a reduced color palette. 68 The Cisco Brand / Design Application . Using the same color palette with the ratio of color to white space reversed instantly creates a more active design statement. confident.Application Calm Dynamic design application Brochure Clean. and witty. a single graphic form full of color can tell a story that is bold. Balanced against white.

You can achieve the same effect by pairing texture with typography to create this duality of calm and dynamic. 69 The Cisco Brand / Design Application . hard-lined product photography creates a strong contrast that is simultaneously dynamic and calm. Graphic expressions can effectively be used to animate product photography with a sense of movement — making packaging more active and energetic.Application Calm Dynamic design application Packaging Balancing soft textures with sharp. Cisco’s graphic and texture expressions pronounced with rich color and contrast often yield dynamic design results.

less can definitely be more. and sound contribute to a complete experience that is full of excitement and energy. animation. Slower pans. live-action. the possibilities are endless. Motion. With video. designing with a concentrated color palette can build consistency and a softer sensibility. video can truly bring Cisco’s identity system to life. fades.Application Calm Dynamic design application Video Following the same cues as all other collateral. Perhaps more effective than any other medium. 70 The Cisco Brand / Design Application . and subtle animations lend themselves to a more sophisticated expression. With video.

including graphic expressions as accents can create a richer experience. On a large scale. color can change everything. Add graphic expressions as accents to create a richer experience. On a large scale. Here as well.Application Calm Dynamic design application Tradeshow When designing an environment. Use color and lighting to effectively create experience and presence. 71 The Cisco Brand / Design Application . Use dramatic lighting to create an even more dynamic experience. simple banners of rich color enliven a space and build mood. gradient textures create color shifts that can instantly activate a space.

Application Calm Dynamic design application Environmental Environmental graphics must have stopping power to be effective. sometimes you have to shout. A calm. graphics. 72 The Cisco Brand / Design Application . To be heard above the din. Street scenes in urban environments are crowded and chaotic. You can dial up the volume of your messaging using color. and dramatic photography. simple approach can isolate your message and make it stand out in a busy street scene.

Section 4: Brand Support The Cisco Brand .

com/go/creative Brand resources Asset Directory and Contact 74 The Cisco Brand / Brand Support .cisco.Brand Support Need assets or templates? Go to www.

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