The Cisco Brand Book: © 2010 Cisco And/or Its Affiliates. All Rights Reserved

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 4

The Cisco Brand Vision, Stance, Promise, and Attributes 8
The Cisco Brand Experience 9
Where to Begin 13
Section 2 Cisco Identity System 15

Cisco Brand Identity System Overview 17
Logo 19
Color 23
Typography 29
Icons 34
Treatments 39
Gradients 42
Graphics 47
Textures 54
Imagery 58
Section 3 Design Application 63

Design Application Using the Cisco Identity System 64
Presentations 65
Web / User Experience 66
Data Sheet 67
Brochure 68
Packaging 69
Video 70
Tradeshow 71
Environmental 72
Section 4 Asset Directory and Contact 74

Brand Support
3 The Cisco Brand

Section 1:
The Cisco Brand
The Cisco Brand

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

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

The Cisco Brand Experience
Defining the Cisco Brand Experience
The Cisco brand experience defines Exceptional Vital

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

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, and people — and for each set we
have provided detailed standards that define
what our brand experience should be.
10 The Cisco Brand

Experience Standards
Cisco Brand Story
The Cisco Brand Experience
Cisco communications should The Cisco product and services Interactions with people at Cisco should
always be: experience itself should always be: always make customers feel we are:
Clear, engaging, and straightforward High quality Straightforward and efficient

Use language and visuals appropriate Our offerings should be unrivaled Questions or problems should be handled
to the target audience. in performance and functionality. quickly and smoothly; we never want to
create more issues for our customers.
Friendly and welcoming Easy and intuitive
Be approachable. Avoid coming across as We should reduce complexity while Respectful and confident
overbearing, in-your-face, or aggressive. delivering as much value as possible. Knowledgeable, but never arrogant.
We never want the customer to feel foolish
Real and relevant Necessary to solve real problems or inept.
Be honest and address what is most Our products and services need to
important to the customer. actually help our customers. Great listeners
The customer should feel we understand
Surprising and fresh Unique, not imitative or derivative and anticipate his or her needs.
Both the content and the way we We want to lead the way, not
communicate should be as innovative copy others. Trusted leaders
as our products. The customer should feel we know the
way and are on his or her side.
11 The Cisco Brand

Where to Begin
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, you
won’t find a rubber stamp. 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.
13 The Cisco Brand

How to begin
The Cisco Brand
Using the Cisco Brand Identity System
Know your audience Evolution A system designed

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

Section 2:
Cisco Brand Identity System
The Cisco Brand

What are the elements that make up our

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

Overview
Brand Palette
We’ve created building blocks for LOGO cOLOR TYPOGRAPHY ICONS
communicating Cisco’s Brand Identity in

a unified visual system we call the Brand
Palette. Comprised of core elements Typography
including logo, color, type, and icons, as
well as extended expressions including Playful.
treatments, gradients, graphics, and Clean.
textures, this wide range of tools is
designed to be flexible and expandable — Delightful.
so you can use your creativity to innovate
across all media. To effectively define
the Cisco brand experience, these core TREATMENTS GRADIENTS TEXTureS
GRAPHICS
elements must be aligned across every
touchpoint, from consumer to shareholder,
from partner to employee.
SECTION OVERVIEW
The following sections provide creative guidance on how to use the
brand palette. 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.
Content Panes:
100% Opaque White
Overlay:
75% Opaque Black

Cisco Brand Identity System:
Brand Palette
Core Brand Elements 1. Logo
2. Color
3. Typography
4. Icons
Brand Expressions 5. Treatments

6. Gradients
7. Graphics
8. Textures
9. Imagery
The Cisco Brand

1. Logo Principles
The Cisco logo is iconic and distinct.

It signals a consistent foundation —
maintaining brand equity while reinforcing
brand leadership, confidence, and reliability.
In classic, preferred, or supplemental colors,
the Cisco logo works across all media. With
a flexible approach to palettes and logo
staging, the Cisco logo comes alive with
renewed spark and energy.

Logo
Core Brand Elements
Logo Elements
The Cisco logo should work across all PMS 7477 + PMS 187 PMS 7477 Black Reversed
media. The style you choose will depend

on the environment in which the logo
appears. To ensure the expression of the
logo is right for its context, we’ve created
a system that includes PANTONE® color,
and an extended palette of solid colors
and gradients as well as reversed logo
treatments. So whether the Cisco logo
appears on packaging, the Web, TV, in PReferred palette / solid
print, on screen, or on a product, you

have near infinite design flexibility to adapt
the logo to its appropriate design context.
EXTENDED LOGO PALETTE
The palettes to the right provide an example of how color can be infused
into the logo. These are only partial palettes. For complete palettes,
please refer to the following Color section.
PReferred palette / gradients

Logo
Core Brand Elements
Logo Standards
Clear Space Maximum Size Minimum Size
x x
x
Logo minimum size with trademark ™ symbol: 3/4"
x No trademark ™ symbol usage:

Greater than 3-3/4", 1/2", or smaller,
Logo maximum size with trademark ™ symbol: 3-3/4"
all on-screen applications
Give it space. To preserve the integrity and visual impact of the Cisco logo, Too big, too much. When using the Cisco logo in large-scale formats, Too small, not enough. To ensure that the Cisco logo and its trademark
always maintain adequate clear space around it. The clear space around the it is important only to include the trademark ™ symbol up to 3-3/4." Anything symbol reproduce legibly at smaller scales, only include the trademark
logo is an integral part of its design, and ensures the logo can be seen quickly, larger and the trademark symbol will begin to compete against the mark itself. ™ symbol down to 3/4". The trademark symbol will not reproduce legibly
uncluttered by other logos, symbols, artwork, or text. at any size smaller than 3/4". For all video and on-screen applications, remove
the trademark symbol completely.

Logo
Core Brand Elements
Cross Media Application
LOGO LOCK-UPS
Any text lock-up with the Cisco
logo should be balanced,
meaning equally weighted visually.
Co-branded communications
have other considerations.
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o Unified Wireless Network

right solution, your business can collaborate more
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—
pectrum Intelligence Solution Simplifies Detection Brochure

communications solution that will enable you to
do just that. And it includes the peace of mind that
comes with support from the worldwide leader in
networking and communications.
LOGO PLACEMENT
The Cisco logo should always
be present on all Cisco-branded
communications, products,
and services; present, but not
domineering, and rarely if ever
miniscule.
LOGO COLOR
Color fill choices should be made
on the basis of context and contrast.
Whatever color fill you apply to the
logo should provide 60% contrast
or better against the background.
o Spectrum Intelligence Solution

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.

Color
Core Brand Elements
Brand Colors
White Pantone 428 Pantone 423 Process Black Pantone 7477

Cisco Classic colors serve as a Cisco Classic Colors
R255, G255, B255
C0, M0, Y0, K0
R207, G212, B216
C2, M0, Y0, K18
R159, G161, B164
C0, M0, Y0, K44
R0, G0, B0
C0, M0, Y0, K100
R0, G85, B104
C80, M0, Y10, K68
foundational palette that work universally #FFFFFF #A7A9AC #9FA1A4 #000000 #005568
across all of Cisco. Made up of white and White

R255, G255, B255
Pantone 428
R207, G212, B216
Pantone 423
R159, G161, B164
Process Black
R0, G0, B0
Pantone 7477
R0, G85, B104
monochromatic increments of gray and C0, M0, Y0, K0

#FFFFFF
C2, M0, Y0, K18
#A7A9AC
C0, M0, Y0, K44
#9FA1A4
C0, M0, Y0, K100
#000000
C80, M0, Y10, K68
#005568
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 COLORS
Preferred and supplemental base colors Pantone 390 Pantone 7738 Pantone 2925 Pantone 526 Pantone 187 Pantone 1797 Pantone 158 Pantone 115
span the color spectrum. These colors R193, G205, B35

C22, M0, Y100, K8
R70, G160, B64
C76, M13, Y100, K1
R0, G150, B214
C85, M24, Y0, K0
R101, G45, B137
C76, M100, Y7, K0
R196, G18, B48
C0, M100, Y79, K20
R227, G27, B35
C0, M100, Y99, K4
R245, G128, B37
C0, M61, Y97, K0
R255, G225, B79
C0, M9, Y80, K0
have been selected as a foundation

#C1CD23 #46A040 #0096D6 #652D89 #C41230 #E31B23 #F58025 #FFE14F
from which to build and evolve

Pantone 390 Pantone 7738 Pantone 2925 Pantone 526 Pantone 187 Pantone 1797 Pantone 158 Pantone 115
R193, G205, B35 R70, G160, B64 R0, G150, B214 R101, G45, B137 R196, G18, B48 R227, G27, B35 R245, G128, B37 R255, G225, B79
C22, M0, Y100, K8 C76, M13, Y100, K1 C85, M24, Y0, K0 C76, M100, Y7, K0 C0, M100, Y79, K20 C0, M100, Y99, K4 C0, M61, Y97, K0 C0, M9, Y80, K0
secondary palettes. #C1CD23 #46A040 #0096D6 #652D89 #C41230 #E31B23 #F58025 #FFE14F
PReferred COLORS Supplemental COLORS

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.

Color
Core Brand Elements
Expanding Primary and Secondary Palettes
Cool Warm
When it comes to communicating the COOL — PReferred WARM — Supplemental
Cisco brand, color is quintessential. The base analogous base analogous
following color configurations show how base extensions complementary

Cisco’s preferred and supplemental pairing
colors can be expanded analogously foundation
to build harmonious color palettes and

complementary pairings. Working from
these analogous extensions will yield base analogous base analogous
rich results that marry well with Cisco’s base extensions complementary
foundational colors. pairing
foundation
ANALOGOUS COLOR
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 analogous 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. base extensions complementary
pairing
SHADES AND TINTS
A shade is the mixture of a color with black, which reduces lightness. A tint foundation
is the mixture of a color with white, which increases lightness.
USING COLOR WITH CISCO PANTONE® 7477

These palettes have also been developed to work harmoniously with Cisco’s base analogous base analogous
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. base extensions complementary
However, it is important that it be used sparingly and only when necessary. pairing
foundation

Color
Core Brand Elements
Analogous and Complementary Palettes
To help you make effective color choices PReferred ANALOGOUS PALETTES Supplemental ANALOGOUS PALETTES SPLIT COMPLEMENTARY PALETTES
and ensure color is working to support

the Cisco message and meaning, we’ve base analogous base analogous base split complementary
developed a number of color palettes. vivid vivid vivid
These extended palettes allow you to

dial up or down the intensity of any
color combination for a wide range of
applications, moods, and messages.
Start with these palettes “as is” or
customize to make appropriate for
your theme or application. muted muted muted
USING COLOR WITH GRAY

Whatever color palette you choose, both cool and warm palettes should
be used with foundational shades of gray. Whether gray is used as a base base analogous base analogous base pentagram
to anchor or as a highlight to lift, the harmonious combination of rich hues
and grays will define and elevate Cisco’s look and feel.
vivid vivid vivid
IMPORTANCE OF WHITE
The use of white sets the stage for Cisco’s color to pop. Balanced ratios
of white space can accentuate the vibrancy of bold colors, or elevate the
sophistication of muted tones and monochromatic grays.
CISCO COLOR PALETTE LIBRARY

The palettes shown here are a recommended starting point for color
usage. If you require more palette choices, a complete library of
Cisco analogous and complementary palettes is available.
muted muted muted

Play
—
Color
Typography.
With Play
—
Color Typography.
Core Brand Elements
With
Palette Application / Thematic Expression
Color
Play Color
—
base analogous extension
—
Typography.
With —
palette transformed into gradient Play
With
Color
Together.
Color
—
—
Together.
palette transformed into gradient
Together.
base analogous extension
Together.
palette transformed into gradient Together.

PALETTE APPLICATION
Before developing designs,
choose your color story and COLOR IN TYPOGRAPHY AND LOGO
stay consistent. Choose from Infuse color into type by words, letters,
provided palettes to ensure or as a gradient across words or phrases.
a harmonious balance of When appropriate, complement your
COLOR IN GRAPHICS AND ICONS
color hues and contrast. color palette by treating the Cisco logo
Work from analogous palettes to palette transformed into gradient with color.
create graphics with balanced color
consistency. Choose icons with
COLOR IN GRADIENT TEXTURES
complementary colors to unify
Choosing a balanced analogous blend
overall color story.
of color from a palette is a fundamental
step in building harmonious gradients and
textures.

Color
Core Brand Elements
Pairing Palettes
If one analogous palette doesn’t meet PALETTE PAIRING PALETTE APPLICATION
your needs, try pairing it with additional base analogous

analogous palettes. As long as you move
adjacently within the color spectrum,
Cisco Unified
pairing palettes should work harmoniously.
But remember to find a good balance. Wireless Network
Cisco Spectrum Intelligence Solution Simplifies Detection Brochure
Just enough color can be more effective

and expressive. Too much color may
overwhelm your message and make
your layout confusing.
PAIRING PALETTES ANALOGOUSLY
When pairing palettes, pair them analogously to make sure that all colors
work harmoniously. Otherwise you can end up with conflicting palettes that
may feel more disjointed than connected. base analogous
INTEGRATING PALETTES INTO GRAPHIC LANGUAGE

When using palettes in graphic expressions, you can gradually shift
colors from light to dark, or alternate between light and dark for more
contrast. Either way works as long as you are using a harmonious
palette built from analogous colors.

3. Principles of Typography
Type tells a story. The right typeface, used

consistently, builds character. The new
Cisco Sans font fuses modern foundational
forms with universal functionality. With its
broad range of weights, a clear hierarchy
of information can be established to extend
the typographical scope of Cisco’s brand —
whether it’s clean and simple, or delightful
and fun.

Typography
Core Brand Elements
Cisco Sans Font Family
Cisco sans thin Cisco sans thin OBLIQUE
So you can communicate quickly and ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

simply without distracting from your abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
message, we’ve created a systematic Cisco sans extra LIGHT Cisco sans extra LIGHT OBLIQUE
approach to Cisco typography using ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

Cisco Sans as our primary typeface. abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Choosing from a combination of weights, Cisco sans regular Cisco sans OBLIQUE
you can use Cisco Sans to create a clear ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

and consistent visual hierarchy. Done abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
right, your use of type will draw readers’ Cisco sans bold Cisco sans bold OBLIQUE
attention, lead them to the most important ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

information first, and maintain a sense abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
of clarity, order, legibility, and structure Cisco sans heavy Cisco sans heavy OBLIQUE
throughout your written communication. ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
CISCO SANS
The primary face for all Cisco communications, Cisco Sans, is made up of
five weights: Thin, Extra Light, Regular, Bold, and Heavy. For each weight
there is also an Oblique version. The majority of Cisco’s communications CISCO SCREEN LIGHT CISCO SCREEN BOLD
should be set in Cisco Sans Extra Light, with thin and heavier weights serving
as heads, subheads, or in creative typographic applications. ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
CISCO SCREEN
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Developed specifically for interface applications, Cisco Screen ensures CISCO SCREEN REGULAR
legibility on user interface, digital devices, hardware, or instruction manuals.
Available in three weights, Light, Regular, and Bold, Cisco Screen maximizes ABCDEFGHIJKLMNOPQRSTUVWXYZ
functionality and readability within limited space. Cisco Screen is available in
TrueType format only.
abcdefghijklmnopqrstuvwxyz

Typography
Core Brand Elements
Cisco Sans Font Family
CISCO SANS REGULAR AND Cisco sans OBLIQUE CISCO SANS FONT FAMILY FIGURES
0 &!?:*
Because Cisco is a global company, we CYRILLIC
need to ensure our typographic language АБВГДЕЖЗИЙКЛМНОПРСТУХЦЧШЩЪЫЬЭЄЮЯ

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

Typography
Core Brand Elements
Design Principles
Leading / Tracking Hierarchy Color Usage
9 pt. / leading: 12.6 pt. / tracking: 0 A. Different point sizes / same weights A. Subhead and body copy in gray
9 / 12.6
Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed
Cisco Small Lorem Ipsum
diam nonumy eirmod tempor invidunt ut labore et dolore magna Gray
140% aliquyam erat, sed diam voluptua. At vero eos et accusam et 15 pt.
Extra light
Business Solutions. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed
justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea Technology you can trust. diam nonumy eirmod tempor invidunt ut labore et dolore magna
takimata sanctus est Lorem ipsum dolor sit amet. aliquyam erat, sed diam voluptua. At vero eos et accusam et
Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea
diam nonumy eirmod tempor invidunt ut labore et dolore magna takimata sanctus est Lorem ipsum dolor sit amet.
9 pt.
10 pt. / leading: 13 pt. / tracking: 0 Extra light aliquyam erat, sed diam voluptua. At vero eos et accusam et
justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea
Lorem ipsum dolor sit amet, consetetur sadipscing elitr, B. subhead in color / body copy in gray
10 / 13 takimata sanctus est Lorem ipsum dolor sit amet.
sed diam nonumy eirmod tempor invidunt ut labore et
130% dolore magna aliquyam erat, sed diam voluptua. At vero
Color Lorem Ipsum
eos et accusam et justo duo dolores et ea rebum. Stet B. same point sizes / different weights
Gray Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed
clita kasd gubergren, no sea takimata sanctus est Lorem diam nonumy eirmod tempor invidunt ut labore et dolore magna
ipsum dolor sit amet.
9 pt. Innovation aliquyam erat, sed diam voluptua. At vero eos et accusam et
Bold
Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea
diam nonumy eirmod tempor invidunt ut labore et dolore magna takimata sanctus est Lorem ipsum dolor sit amet.
9 pt. aliquyam erat, sed diam voluptua. At vero eos et accusam et
20 pt. / leading: 22 pt. / tracking: 0 Extra light justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea
Cisco Small
takimata sanctus est Lorem ipsum dolor sit amet. C. Creative copy in color
20 / 22
110% Business Solutions. Color

Sophisticated. Playful.
Technology you can C. Same point size in one line / different weights
Clean. Delightful.
trust. 18 pt.
Regular
Cisco Small Business 18 pt.
Thin Legibility. Current.
All leading is not equal. As a general rule of thumb: the smaller the point Type can lend clarity to your message. By employing a consistent Play with color. Simply infusing color into typography effectively
size, the larger the leading; the higher the point size, the tighter the type hierarchy, the readability of your communication becomes more accomplishes two things at once: It clarifies both informational hierarchy
leading. Leading should be set between 100 to 140% of the point size. clear and meaningful. The examples above give some guidance on and organization. And it elevates your typographic communication
The tracking for Cisco Sans can generally be set to 0. Adjust tracking type hierarchy. In general, maintain a balanced contrast between with personality and style. For appropriate Cisco color palettes,
and kerning where needed based on application. titles/subtitles and body copy. follow the guidelines in the color section.

he networking and communica-
ou need, with the reliability,
mance you expect
work together, solve
problems together,
ortfolio offers a broad range of
ducts that can enable you to get
time.
and bring the world a

little closer. Together.
Typography
That’s the human Core Brand Elements
network effect. Cross Media Application
—
Sophisticated. Playful.
Clean. Delightful.
Modern. Legibility ON-SCREEN LETTER SPACE
On-screen type is often letterspaced
Friendly. Current. more loosely than type in print in order
to improve legibility.
Stable
Cisco Spectrum Intelligence Solution
—
Typography
Create a fuller, more productive meeting experience
using Cisco WebEx™ Audio with your Cisco WebEx
Functionality
solutions. Take advantage of choices that include VoIP,
traditional phone conference, and audio broadcast.
Playful.
Choose the right integrated audio options
for your needs.
Improve business efficiency using WebEx
Audio to connect up to 500 attendees per
Legibility
meeting. Set up your session with
easy-to-use phone options, including
global callback services. Or keep your
phone lines free while you save money with
integrated Voice over IP (VoIP)—from any
Clean.
computer worldwide. Deliver audio to
thousands of participants in one-to-many
events using Cisco WebEx Event Center
with WebEx Audio Broadcast. Get WebEx
Audio services for a single monthly fee.
Keep your meetings private and productive.
Gain better control over your meetings.
Identify which meeting attendee is
speaking with Active Talker indicators.
Delightful.
Manage call activity with line muting, the
ability to add attendees easily, and more.
Determine who attends and who doesn’t
using attendance controls, participant lists,
and meeting lockouts. Improve efficiency
using a unified meeting solution.
Cisco Unified Wireless Network

Lorem ipsum dolor sit amet, consectetur adipiscing elit. In
volutpat odio quis diam mattis tristique a vitae est.
Pellentesque neque risus, iaculis id feugiat id, adipiscing eu
8 Presentation D Cisco Confidential ©2010 Cisco Systems, Inc. All rights reserved
—
felis. Mauris viverra tincidunt nibh vel convallis. Maecenas in
tellus vel sem iaculis sodales. Phasellus sit amet elit ac nulla
varius tempus id eget risus. Nulla molestie volutpat ligula in
pulvinar. Nulla facilisi. Cum sociis natoque penatibus et
COLOR AND TYPE
Think of blocks of type as having
magnis dis parturient montes, nascetur ridiculus mus.
Maecenas sed nisl eget mi congue bibendum mattis a dolor.

Maecenas vehicula laoreet dolor nec viverra. Vestibulum Cisco Small
mployees to ante ipsum primis in faucibus orci luctus et ultrices posuere
a color value — look at type with an
cubilia Curae; Phasellus ullamcorper placerat tempor.
Pellentesque faucibus enim id enim auctor pulvinar. Donec Business Solutions.
ustomers, and bibendum sagittis nisi quis euismod. Sed aliquam mattis
eye toward color, contrast, balance,

aliquet. Etiam vel felis elit, quis vulputate nunc.
Technology you can trust.
o the World. Proin at tincidunt justo. Lorem ipsum dolor sit amet,
consectetur adipiscing elit. In volutpat odio quis diam mattis
and texture.
CLEAR SPACE
tristique a vitae est. Pellentesque neque risus, iaculis id
feugiat id, adipiscing eu felis. Mauris viverra tincidunt nibh
When it comes to the technology that keeps your
vel convallis. Maecenas in tellus vel sem iaculis sodales. employees, suppliers, and customers securely
Type should be easy to read and
Phasellus sit amet elit ac nulla varius tempus id eget risus.
Nulla molestie volutpat ligula in pulvinar. Nulla facilisi. Cum connected, it has to work. Cisco Small Business
Solutions provide the networking and communica- SENTENCE OR TITLE CASE ONLY
yours to communicate pleasing to look at in layout. Use clear tions technology you need, with the reliability,
and customers in today’s

security and performance you expect from Cisco.
Our preference is sentence and title
space Connect
as context
Now. — type should not be The portfolio offers a broad range of small business
ironment, you need ready products that can enable you to get more done in
casing only. Avoid using all caps to
crowded.
Lorem ipsum dolor sit amet, consectetur adipiscing
less time.
dated in real time. With the elit. In volutpat odio quis diam mattis tristique a vitae
ess can collaborate more

est. Pellentesque neque risus, iaculis id feugiat id,
adipiscing eu felis. Mauris viverra tincidunt nibh vel
convallis. Maecenas in tellus vel sem iaculis
keep typography Cisco branded.
sodales. Phasellus sit amet elit ac nulla varius
solve like never before. tempus id eget risus. Nulla molestie volutpat ligula
in pulvinar. Nulla facilisi. Cum sociis natoque
ess Communications penatibus et magnis dis parturient montes, nascetur
n-one networking and

that will enable you to
es the peace of mind that
the worldwide leader in © 1992-2009 Cisco Systems, Inc.
cations.
33 The Cisco Brand / Cisco Brand Identity System Cisco Small

uch as:
Business Solutions.
• Quick adaptation to market Technology you can trust.
changes and increased productivity
4. Icon Principles
Cisco’s icons enable users to navigate

tasks and ideas with intuition, speed,
and ease. Simple and friendly, Cisco’s
icons work equally well both as tools and
as expressions of our brand. Whether
pictographic or photorealistic, apply icons
to improve usability and universality or to
signify ease and accessibility.

Icons
Core Brand Elements
Pictogram / Photorealistic / Device Icons
Cisco’s icons are meant to be read at PICTOGRAPHIC
a glance. Two styles, pictographic and

photorealistic, are supplied so you have
the flexibility to deploy them depending
on the environment in which they
will appear and the budget available.
Typically, pictogram icons will be used
on equipment, hardware, displays, and
Photorealistic
instruction manuals, but can be extended
to brand expressions. The photorealistic
icons are designed to humanize our
technology. Use them to add warmth,
color, and friendliness.
CISCO ICON LIBRARY
The icons shown on the right are a partial representation of Cisco’s
pictographic and photorealistic icon libraries. Search through the
complete Cisco icon libraries for a full range of iconic symbols and Device icons
expressions.

Icons
Core Brand Elements
Icon Elements
Scale Compatible Extensions Program

Clear Space Color Usage
a large-size icon Small-size icons Pictogram in gray
Compatible Extensions Program
Cisco Spectrum
Intelligence
Solution Brochure
BE SURE TO PROVIDE
enough CLEAR space
around icons
Pictogram in color / gradients

Optically same height Optically same size
Scale can change the personality of an icon. Bold, confident and witty, To preserve the integrity and visual impact of an icon, always maintain Used wisely, color and gradients can bring dimension and energy to
large icons can tell a simple and direct story. Grouped in collections or a proper amount of clear space around it. The clear space around an pictograms. To create balance and reinforce Cisco’s core palette, be
paired with type or logo, small icons can tell many different stories. icon is an integral part of its design, and ensures the icon can be seen sure to pair colored icons with a gray component — for example, a text
However you use icons, always keep a good balance of size ratio, quickly and understood easily. label with the Cisco logo.
alignment, and spacing.

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

Icons
Core Brand Elements
Cross Media Application / Photorealistic and Device Icons
Cisco Unified Wireless Network.

The Cisco Telepresence Experience
Multimedia Assignment Motivates Student to Succeed

Cisco Spectrum
Steven Dale, a bright but unmotivated student, was quietlyIntelligence
singing a rap tune when he
overheard his teacher mention something about a multimedia assignment.
Solution This caught
Brochure
his attention and he tuned back in to discover that she wanted the students to create
videos about historical events or heroes. Dale immediately thought about the internment
of Japanese-Americans during World War II, as that was a topic of interest to him.
ICON WITH TEXT
The high school junior from Moss Point, Mississippi, enthusiastically began researching
the Japanese-American internment for this project, using Internet search engines to
locate images, books, and articles. Weeks later, he had assembled a video collage
Pair icons with words to create clever
set to “Kenji,” a rap song written and performed by Mike Shinoda, a member of the
bands Fort Minor and Linkin Park. The song is about the confinement of Shinoda’s
statements and headers.
grandfather at the Japanese-American internment camp in Manzanar, California. “I was
really excited to do a project featuring Shinoda’s music,” says Dale. “And the topic was
relevant to what was happening at the time. Shortly after the Iraq war started, I heard
stories about Americans of Arabic descent being stopped and searched in airports, and
Cisco Unified IP
ignorant people saying we should just blow them all up,” he explains. “My girlfriend is
Compatible Extensions Program Mexican, and the majority of the students in my school are African-American. So these
Compatible Extensions Program
recent events both seemed very relevant and bothered me, and helped me relate to the
Phone Portfolio. plight of Japanese-Americans during the war.”
Technology you Highlights:
can trust. Simplified Service

Use just one convenient
International Service
Meet with attendees —
Customized Service
Get a flexible package
provider for all your by phone or computer — and your choice of
integrated audio and in more than 200 countries. integrated audio options
web meetings. for each session.
Audio Control Audio Access Safeguards Compatible with:

and Management Secure integrated audio • Cisco WebEx Meeting
Improve meeting productivity meetings by controlling • Cisco WebEx Event
using easy audio settings attendance. • Cisco WebEx Training
and management tools. • Cisco WebEx Support
Cisco Small
Business Solutions.
Cisco Small Cisco Small When it comes to the technology that keeps your
employees, suppliers, and customers securely
Business Solutions. Business Solutions. connected, it has to work. Cisco Small Business
Solutions provide the networking and communica-
Technology you can trust. Technology you can trust. tions technology you need, with the reliability,
products that can enable you to get more done in
© 2010 Cisco Systems, Inc. All rights reserved. Page 1
When it comes to the technology that keeps your When it comes to the technology that keeps your less time.
employees, suppliers, and customers securely employees, suppliers, and customers securely
connected, it has to work. Cisco Small Business connected, it has to work. Cisco Small Business
Solutions provide the networking and commun- Solutions provide the networking and commun-
ications technology you need, with the reliability, ications technology you need, with the reliability,
security and performance you expect from Cisco. security and performance you expect from Cisco.
The portfolio offers a broad range of small business The portfolio offers a broad range of small business
products that can enable you to get more done. products that can enable you to get more done. MORE OR LESS
An icon can be used either singularly or
in multiples to tell one or several stories.
Always keep a good ratio of icon size
COLOR Cisco Spectrum and space.
Because photorealistic icons are
. Intelligence
already rich with color and depth,
n trust. they are best usedSolution Brochure
against white
ICON WITH CISCO LOGO
When appropriate, using an icon alone,
backgrounds. However, some icons
eps your or pair it with the Cisco logo to serve as
can work against light-colored or
curely a creative signature.
Business gray gradient backgrounds.
mmunica-
bility,
m Cisco.
all business
e done in

5. Treatment Principles
Perfection is in the details. Underlying all

Cisco brand expressions is a detailed,
well-ordered system of treatments. This
unified system of treatments defines the
Cisco experience. Use accents and effects
as complementary devices to elevate the
ordinary or to accentuate form and function.
For best results, keep it clean and simple.

Treatments
Brand Expressions
Treatment Attributes
Corner Radius Surface and Materials Devices and Effects
3 pixels 6 pixels Surface Buttons

Transparency
Content Panes:
100% Opaque White
Buttons Content Panes
(50px or under)
Overlay:
3 pixels
75% Opaque Black
SMALL BUSINESS SOLUTIONS

Cisco Small Cisco Small
Nested Panes Business Solutions. Business
Drop shadow 90˚ Solutions.
Technology you can trust. Technology you can trust.

When it comes to the technology that keeps your When it comes to the technology that keeps your
vector : 1/8" - 1/4" employees, suppliers, and customers securely employees, suppliers, and customers securely
connected, it has to work. Cisco Small Business connected, it has to work. Cisco Small Business
Solutions provide the networking and commun- Solutions provide the networking and commun-
Cisco Small ications technology you need, with the reliability, Dropications
shadow technology
45˚ you need, with the reliability,
security and performance you expect from Cisco. security and performance you expect from Cisco.
Business Solutions. The portfolio offers a broad range of small business The portfolio offers a broad range of small business
Technology you can trust. products that can enable you to get more done. products that can enable you to get more done.
Integral elements in Cisco’s interface and collateral, corner radii make Predominantly used in Web and digital applications, unique surfaces and Transparencies and overlays reveal layers of information and texture,
buttons, content panes, and menus more approachable to our end-users. materials can be used to enhance the user experience. Whichever surface while drop shadows lift elements from a flat surface. Use these
To build a branded quality to corner radii, it is important to keep all corner or material you choose — glass, metal, gels, or satin finishes, be sure to use treatments and effects to add depth and dimension in digital or print
radii the same proportion relationship. Keep corner radius sizing consistent those that are most appropriate for your audience. Don’t let the surface and media. But use these effects with subtlety so they don’t overpower
by following the rules above. As scale changes, be sure to adjust the corner materials overwhelm your message; use them sparingly and tastefully. the focal point of your subject.
radius ratio accordingly.

Treatments
Brand Expressions
Cross Media Application / Thematic Expression
Cisco Spectrum Intelligence Solution
CORNER RADII
Use Cisco standardized corner radii
to make buttons, content panes, and
menus more approachable to our
end-users.
Cisco Small
Business Solutions.
connected, it has to work. Cisco Small Business
For a small business like yours to communicate tions technology you need, with the reliability,
effectively with suppliers and customers in today’s The portfolio offers a broad range of small business
competitive business environment, you need ready products that can enable you to get more done in
less time.
right solution, your business can collaborate more
Cisco Small
The Cisco SBCS delivers benefits such as:
Business Solutions.
SURFACES AND FINISHES • Improved communication among • Quick adaptation to market Technology you can trust.
employees, customers, and vendors
Cisco Small
Connect Your Employees to Unique surfaces and materials can be for better collaboration—and
happier customers Business Solutions.
• A highly secure rich-media
Suppliers and Customers, and experience delivered across
Your Business to the World. used to enhance buttons, navigation• Faster response to customer needs,
because employees can communi-
cate with each other and access
any work space
• Lower operationalWhenand itmaintenance

comes to the technology that keeps your
tions technology you need, with the reliability,
New Ways
bars, and the overall user experience.
your network from anywhere employees, suppliers, and customers securely
costs, at a price that fits a small
business budget, Solutions
supported by the security and performance you expect from Cisco.
to Thrive
provide the networking and communica-
For a small business like yours to communicate • A return on your technology most attractive financing options
investment as your business be security and performance you expect from Cisco. products that can enable you to get more done in
effectively with suppliers and customers in today’s comes more efficient and competitive
Now is the time to work together, The portfolio offers a broad range of small business
less time.
competitive business environment, you need ready products that can enable you to get more done in

solve problems together, and less time.
right solution, your business can collaborate more bring the world a little closer.
effectively and problem-solve like never before. Together.
comes with support from the worldwide leader in DROP SHADOWS
Cisco Small
Drop shadows lift elements from a flat
Business Solutions.
surface and add depth and dimension
in digital or print media.
• Improved communication among • Quick adaptation to market
employees, customers, and vendors changes and increased productivity
for better collaboration—and When it comes to the technology that keeps your
happier customers • A highly secure rich-media employees, suppliers, and customers securely
experience delivered across
• Faster response to customer needs, any work space connected, it has to work. Cisco Small Business
because employees can communi- Solutions provide the networking and communica-
cate with each other and access • Lower operational and maintenance tions technology you need, with the reliability,
your network from anywhere costs, at a price that fits a small security and performance you expect from Cisco.
business budget, supported by the
• A return on your technology most attractive financing options The portfolio offers a broad range of small business
investment as your business be products that can enable you to get more done in
comes more efficient and competitive less time.

6. Gradient Principles
Intensify your color with dimension and

depth. Create soft gradients with subtle
tonal variations or dynamic gradients with
strong chromatic shifts. Build gradients
to evoke motion, vibrancy, and energy —
signaling flow, convergence, and
connectivity. A celebration of color, rich
gradients invigorate the Cisco brand.

Gradients
Brand Expressions
Gradient Palettes
We’ve taken the same shared, systematic DUOTONE GRADIENT DUOTONE GRADIENT
approach to color and extended it to

the creation of gradients. Gradients
emphasize energy, depth, and vibrancy.
Used in conjunction with the Cisco color
system, the gradients we’ve supplied
here can add dimension in almost any
application — from packaging to our logo,
from typography to tradeshow banners.
By choosing wisely from duotone or
tritone treatments, you can create a range TRITONE GRADIENT TRITONE GRADIENT
of expressions — from calm to energetic —

simply by increasing the intensity of the
gradient.
DUOTONE GRADIENTS
Duotone gradients can create a shift between tonal values within a single
hue, or between two closely analogous hues. It is not recommended to
build duotones with complementary hues, or hues that are farther apart
from one another.
TRITONE GRADIENTS
To create a richer gradient, tritones can be used to enhance a duotone with
greater value between endpoints, or to solidify a dramatic shift between
contrasting hues that are more complementary than analogous.

Gradients
Brand Expressions
Building Gradients
Picking Colors Building Duotones Building Tritones

base analogous base analogous
base analogous 1 1 1 1 1 2 1 2 4 2 4 4 1 1 11 1 21 2 2
organize light to dark organize light

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

Gradients
Brand Expressions
Gradient Palettes
DUOTONE GRADIENTS TRITONE GRADIENTS
warm cool warm cool

Gradients
Brand Expressions
Optimize meetings using integrated

Cisco WebEx Audio. Schedule easily
Connect Your Employees to and join from computer or phone.
Your Business to the World. Cisco WebEx Audio
Why Cisco WebEx Audio:
For a small business like yours to communicate Highlights:
effectively with suppliers and customers in today’s Simplified Service

Use just one convenient provider
competitive business environment, you need ready for all your integrated audio and
access to information, updated in real time. With the Cisco United web meetings.
Wireless Network
Audio Control and Management
right solution, your business can collaborate more Improve meeting productivity
using easy audio settings and
management tools.
The Cisco® Smart Business Communications Meet with attendees—by
phone or computer—in more
System (SBCS) is an all-in-one networking and Choose the right integrated audio options for your needs. than 200 countries.
Improve business efficiency using WebEx Audio to connect up to 500 attendees per
communications solution that will enable you to meeting. Set up your session with easy-to-use phone options, including global
Audio Access Safeguards
Secure integrated audio meetings
callback services. Or keep your phone lines free while you save money with integrated by controlling attendance.
do just that. And it includes the peace of mind that Voice over IP (VoIP) — from any computer worldwide. Deliver audio to thousands of
participants in one-to-many events using Cisco WebEx Event Center with WebEx Audio Customized Service
comes with support from the worldwide leader in Broadcast. Get WebEx Audio services for a single monthly fee. Get a flexible package and your
choice of integrated audio options
networking and communications. Keep your meetings private and productive.
for each session.
Gain better control over your meetings. Identify which meeting attendee is speaking Compatible with:
with Active Talker indicators. Manage call activity with line muting, the ability to add • Cisco WebEx Meeting Center
attendees easily, and more. Determine who attends and who doesn’t using attendance • Cisco WebEx Event Center
• Cisco WebEx Training Center
controls, participant lists, and meeting lockouts.
• Cisco WebEx Support Center
GRADIENT IN TYPOGRAPHY
Improve efficiency AND
using a unified meeting LOGO
solution.
Infuse gradients across words, phrases,

Trust WebEx Audio for all your audio services. Offer hosts and attendees a single point
isco Effect The Cisco SBCS delivers benefits such as:

of entry to each web meeting. No more separate phone calls to add audio. One invite,
or one
paragraphs. When
login. Count on WebEx Audio toappropriate,
handle all your support infuse
needs too. Eliminate
spending for numerous — even overlapping — services from multiple vendors.
• Improved communication among • Quick adaptation to market
GRADIENTS WITH ICONS gradients
Save the time into the
you would haveCisco logothetorelated
spent reconciling create
bills each month.
employees, customers, and vendors changes and increased productivity
for better collaboration—andAdd gradients into pictograms to motion or dynamism.
happier customers • A highly secure rich-media
create dimension and energy or use
• Faster response to customer needs, any work space GRADIENT IN BACKGROUNDS AND GRAPHICS
gradients as backgrounds behind
monochromatic photorealistic icons.
cate with each other and access • Lower operational and maintenance When balanced with white space,
your network from anywhere costs, at a price that fits a small
business budget, supported by the gradient backgrounds create depth and
© 2010 Cisco Systems, Inc. All rights reserved. Page 1
• A return on your technology

investment as your business be
most attractive financing options richness. Elevate graphic expressions by
comes more efficient and competitive integrating gradients within.

7. Graphic Principles
Activating the vertical bars within the

Cisco logo brings a heightened graphic
energy to the Cisco brand. Whether you
move, combine, or integrate the forms,
you can communicate a wide range of
visually dynamic qualities. Loud or soft,
each expression is applicable across every
aspect of the Cisco brand.

Graphics
Brand Expressions
Graphic Elements
To give life to the expression of the GRAPHIC 1: MOVEMENT GRAPHIC 2: COMBINED GRAPHIC 3: INTEGRATED
Cisco brand, we’ve created a series of

graphic bars that subtly reference the
bars that make up the Cisco logo. These
bars, infused with color, should be used
vertically to suggest dynamism, energy,
upward movement, progress, and the flow
of information. Combined with imagery
and type they create a lively expression
for the brand. There are three variations
of this graphic device which can then
be extended and evolved further.
GRAPHIC 1: MOVEMENT
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.
GRAPHIC 2: COMBINED
Combining the bars together, this playful variation signals connectivity,
collaboration, and togetherness. Bold contrasting colors make this
variation energetic and engaging.
GRAPHIC 3: INTEGRATED
Fusing the bars together with an embedded gradient yields yet another
distinctive expression that suggests convergence and consolidation.

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

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

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

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

Graphics
Brand Expressions

Cisco
Cisco Unified Wireless
Unified Wireless Network
Network
For
Small
Cisco Unified Wireless Network Cisco Unified Wireless Network Business
Cisco Spectrum Intelligence Solution Simplifies Detection Brochure Cisco Spectrum Intelligence Solution Simplifies Detection Brochure Connect Your Employees to
Cisco Small
Business Solutions.
Technology you can trust. Your Business to the World.
When it comes to the technology that keeps your For a small business like yours to communicate
connected, it has to work. Cisco Small Business effectively with suppliers and customers in today’s
competitive business environment, you need ready
The portfolio offers a broad range of small business Make Decisions Fast,
products that can enable you to get more done in Innovate Faster. right solution, your business can collaborate more
less time.
effectively and problem-solve like never before. New Ways to Thrive.
The Cisco® Smart Business Communications Cisco Unified Wireless Network
Choose the right integrated audio options for your needs.
Connect Now. Cisco Capital Monthly comes with support from the worldwide leader in Improve business efficiency using WebEx Audio to connect up to 500
Ratecard networking and communications.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. In attendees per meeting. Set up your session with easy-to-use phone
Click here to download
volutpat odio quis diam mattis tristique a vitae est. Pellentesque options, including global callback services. Or keep your phone lines
neque risus, iaculis id feugiat id, adipiscing eu felis. Mauris free while you save Cisco
money with integrated Voice over IP (VoIP)—from
Small
viverra tincidunt nibh vel convallis. Maecenas in tellus vel sem
Cisco Turbo Card Connect Your Employees to any computer worldwide. Deliver audio to thousands of participants in
Click here to download Business Solutions.
iaculis sodales. Phasellus sit amet elit ac nulla varius tempus id Suppliers and Customers, and one-to-many events using Cisco WebEx Event Center with WebEx
Audio Broadcast. GetTechnology you can
WebEx Audio services for trust.
a single monthly fee.
eget risus. Nulla molestie volutpat ligula in pulvinar. Nulla Your Business to the World.
Are you registered?
Register now Keep your meetingsemployees,
privatesuppliers, and customers securely
and productive.
New Products and Solutions Gain better control over your
Solutions meetings.
provide Identify
the networking which meeting attendee
and communica-
For a small business like yours to communicate tions technology you need, with the reliability,
is speaking with Active Talker indicators. Manage call activity with line
Lorem ipsum dolor sit amet, consectetur effectively with suppliers and customers in today’s
Book a WebEx muting, the ability toTheadd attendees
portfolio easily,
offers a broad range ofand
small more.
business Determine who
adipiscing elit. In volutpat odio quis diam mattis competitive business environment, you need ready products that can enable you to get more done in
with your SBMM attends and who doesn’t using attendance controls, participant lists,
tristique a vitae est. Pellentesque neque risus, access to information, updated in real time. With the
less time.
and meeting lockouts.
iaculis id feugiat id, adipiscing eu felis. Mauris right solution, your business can collaborate more
Visit the Cisco effectively and problem-solve like never before.
Lorem ipsum dolor sit amet, consectetur SMB website The Cisco® Smart Business Communications KEEP IT SIMPLE
Improve efficiency using a unified meeting solution.
Trust WebEx Audio for all your audio services. Offer hosts and
adipiscing elit. In volutpat odio quis diam mattis System (SBCS) is an all-in-one networking and
Sometimes, the simplicity of the graphic

attendees a single point of entry to each web meeting. No more
tristique a vitae est. Pellentesque neque risus, communications solution that will enable you to
separate phone calls to add audio. One invite, one login. Count on
iaculis id feugiat id, adipiscing eu felis. Mauris do just that. And it includes the peace of mind that
WebEx Audio to handle all your support needs too. Eliminate spending
expression in itself is enough. Simple

for numerous—even overlapping—services from multiple vendors. Save
Lorem ipsum dolor sit amet, consectetur networking and communications. the time you would have spent reconciling the related bills each month.
adipiscing elit. In volutpat odio quis diam mattis
tristique a vitae est. Pellentesque neque risus,
iaculis id feugiat id, adipiscing eu felis. Mauris
forms of color and gradations create
Cisco Small
Business Solutions.
New Products Out Now

• Improved communication among
for better collaboration—and
happier customers
• Quick adaptation to market
• A highly secure rich-media

a smart and clean look and feel.
Rewards and Promotions • Faster response to customer needs,
any work space connected, it has to work. Cisco Small Business
because employees can communi- Solutions provide the networking and communica-
Lorem ipsum dolor sit amet, consectetur adipiscing elit. In cate with each other and access • Lower operational and maintenance tions technology you need, with the reliability,
your network ©from1992-2009
anywhere Cisco
costs,Systems,
at a price thatInc.
fits a small
volutpat odio quis diam mattis tristique a vitae est. Pellentesque business budget, supported by the security and performance you expect from Cisco.
INFUSING GRAPHICS
• A return on your technology most attractive financing options
neque risus, iaculis id feugiat id, adipiscing eu felis. Mauris investment as your business be products that can enable you to get more done in
comes more efficient and competitive
less time.
Mix and overlay graphics with color

and photography to infuse and integrate
expressions. Or use graphics as a
backdrop for content panels or type.
INTEGRATING GRAPHICS
To dial up expression, bring color,
movement, and energy by integrating
graphics into Web, video, collateral,
and packaging.

8. Texture Principles
High touch is essential to build a high-

tech brand. Integrating textures, in static
or motion graphics, 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,
and the Cisco brand.

Textures
Brand Expressions
Texture Elements
To infuse backgrounds, photos, graphics,

and interfaces with energy and motion,
we’ve provided the current palette
of textures. Use these elements in
backgrounds, embedded as part of
your artwork, or infused in photographs,
video, or motion graphics to make your
communication even more active and
to lend a tactile quality to your work. The
current palette of textures is designed to
evolve; over time we’ll be adding more
backgrounds to our library of textures.
STILL
A series of different textures is supplied for use in both still and motion. For
still, 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.
MOTION
With motion, each texture will be supplied with a specific range of animations
and color ways.

Textures
Brand Expressions
Texture Application
Background Embed Infuse
Cisco Small
Business Solutions.
Cisco Small Business Solutions. Technology you can trust.
Technology you can trust. Cisco Small
Business Solutions. When it comes to the technology that keeps your
When it comes to the technology that keeps your employees,
suppliers, and customers securely connected, it has to work. Cisco
Small Business Solutions provide the networking and communica-
Technology you can trust. connected, it has to work. Cisco Small Business
tions technology you need, with the reliability, security and
When it comes to the technology that keeps your security and performance you expect from Cisco.
performance you expect from Cisco. The portfolio offers a broad
employees, suppliers, and customers securely The portfolio offers a broad range of small business
range of small business products that can enable you to get more
connected, it has to work. Cisco Small Business products that can enable you to get more done in
done in less time.
Solutions provide the networking and communica- less time.

products that can enable you to get more done in
less time.
Connect your employees to suppliers and

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

Textures
Brand Expressions
Annual Report 2009
With Cisco Unified Communications, you can talk to customers
Annual Report 2009

and access information anywhere in the workplace, enabling you
to get more accomplished each and every day.
Cisco Small With Cisco Unified Communications, you can talk to customers
Business Solutions. and access information anywhere in the workplace, enabling you
u
Technology you can trust. EMBEDDING TEXTURE
New Ways to Thrive
Now is the time to
work together, solve to get more accomplished each and every day.
Embedding textures enhance type and
problems together,
and bring the world a
little closer.
Cisco Unified
employees,
Together. suppliers, and customers securely
Wireless Network
connected,
That’s the human it has to work. Cisco Small Business
network effect.
Solutions provide the networking and
form with depth and movement in both
still and motion applications.
communications technology you need, with the
reliability, security and performance you expect
from Cisco. The portfolio offers a broad range of
small business products that can enable you to get
more done in less time.
Cisco Unified
Cisco Small
Wireless Network Business Solutions.

Cisco Spectrum Intelligence Solution Simplifies Detection Brochure When it comes to the technology that keeps your
Solutions provide the networking and commun-
ications technology you need, with the reliability,
The portfolio offers a broad range of small
business products that can enable you to
get more done.
Cisco Small
Business Solutions. SMALL BUSINESS SOLUTIONS
Technology you can trust. Connect Your Employees to

employees, suppliers, and customers securely The Cisco SBCS delivers benefits such as:
connected, it has to work. Cisco Small Business • Improved communication among

• Quick adaptation to market
Solutions provide the networking and for better collaboration—and

happier customers • A highly secure rich-media
communications technology you need, with the • Faster response to customer needs,
any work space
cate with each other and access • Lower operational and maintenance
reliability, security and performance you expect your network from anywhere costs, at a price that fits a small
business budget, supported by the
• A return on your technology most attractive financing options
from Cisco. The portfolio offers a broad range of investment as your business be
comes more efficient and competitive
small business products that can enable you to get

more done in
less time.
TEXTURE BACKGROUND
Use texture as creative backdrops
Cisco Unified for type, graphics, or products to
dynamically create mood, movement,
Wireless Network and atmosphere.
INFUSING TEXTURE
Infuse, mix, and overlay textures within
photography to enhance with color
and heighten its emotional power.

9. Imagery Principles
A picture is worth a thousand words.

Still or motion, Cisco imagery should
depict real people in real situations in
real environments. Never contrived, trite,
or clichéd, Cisco imagery embodies a
photojournalistic eye to capture pure
moments in the lives of people, and their
interactions with one another.

Imagery
Brand Imagery
Lifestyle
At Cisco we shoot our own photography

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

Imagery
Brand Imagery
Environment
Stand back to show scale. Environmental

imagery for Cisco should share the same
qualities of lifestyle imagery, only opened
up to capture a larger sense of place. No
matter what you are shooting — a street
scene bursting with motion, a cityscape
full of people, 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.
STILL / MOTION
To effectively communicate the Cisco brand using imagery with environment,
it is important to maintain a consistent approach to lighting, color, subject,
composition, and mood. When shooting imagery with environment, a strong
focal point within a landscape can provide context and a point of view.

Imagery
Brand Imagery
Product
Make the product the hero. Shoot tight

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

Section 3:
Design Application
The Cisco Brand

Design Application
So, how do you apply these brand elements

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

Application
Design Application
Presentations
Calm Dynamic
3. Transforming the Environment 3. Transforming the Environment

Net Sales Net Income Net Sales Net Income
FIGURE 2 FIGURE 2
NET SALES (DOLLARS IN BILLIONS) NET SALES (DOLLARS IN BILLIONS)
Better access to information
NET SALES (DOLLARS IN BILLIONS) NET SALES (DOLLARS IN BILLIONS)
Eque porroviderum quo optatem. Itatur aut aut faccatatur Better access to information Eque porroviderum quo optatem. Itatur aut aut faccatatur
39.5 39.5 and communications suntiberio. Optatur sequi coriati officabo. Equisin exceatem
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esti beatemp eritatest, que peritiur sim rernamusam.
34.9 34.9 34.9 34.9
28.5 28.5 Lower greenhouse gas emissions 28.5 FIGURE 2
28.5 Lower greenhouse gas emissions FIGURE 2
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24.8 24.8 24.8 24.8
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22.0 22.0
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FIGURE 2 FIGURE 2
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suntiberio. Optatur sequi coriati officabo. Equisin exceatem suntiberio. Optatur sequi coriati officabo. Equisin exceatem
esti beatemp eritatest, que peritiur sim rernamusam. esti beatemp eritatest, que peritiur sim rernamusam.
FISCAL YEAR 2006 2007 2008 2009 2010 FISCAL YEAR 2006 2007 2008 2009 2010
EconomicFISCAL
growthYEAR 2006 2007 2008 2009 2010 FISCAL YEAR 2006 2007 2008 2009 2010
Economic growth
FIGURE 1 FIGURE 2 Improved FIGURE

real 1estate use and human FIGURE 2 Improved real estate use and human
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Eque porroviderum quo optatem. Itatur aut aut faccatatur Eque porroviderum quo optatem. Itatur aut aut faccatatur
experience
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June 10, 2010 June 10, 2010June 10, 2010 June 10, 2010
FIGURE 1
Net Sales Net Income Eque porroviderum quoNetoptatem.
SalesItatur aut aut faccatatur InfrastructureNet Income FIGURE 1
Infrastructure
Eque porroviderum quo optatem. Itatur aut aut faccatatur
NET SALES (DOLLARS IN BILLIONS) NET SALES (DOLLARS IN BILLIONS) Allocation
suntiberio. Optatur sequi coriati
NET SALES officabo.
(DOLLARS Equisin exceatem
IN BILLIONS) NET SALES (DOLLARS IN BILLIONS)
suntiberio. Optatur sequi coriati officabo. Equisin exceatem Allocation
esti beatemp eritatest, que peritiur sim rernamusam. 5% Infrastructure
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Investment
39.5 39.5 39.5 39.5 Investment
FIGURE 1 FIGURE 1
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28.5 28.5 28.5
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22.0 22.0 22.0 22.0
FIGURE 1
23% Application
23% Application
Investment FIGURE 1
Eque porroviderum quo optatem. Itatur aut aut faccatatur
Infrastructure 42% Eque porroviderum quo optatem. Itatur aut aut faccatatur
Infrastructure 42% Investment
Maintenance Maintenance
FIGURE 1
FISCAL YEAR 2006 2007 2008 2009 2010 FISCAL YEAR 2006 2007 2008 2009 2010
Eque porroviderum quoFISCAL YEAR 2006
optatem. Itatur aut 2007 2008
aut faccatatur 2009 2010 FISCAL YEAR 30%
2006 2007
Application
2008 2009 2010
FIGURE 1
30% Application
Maintenance Eque porroviderum quo optatem. Itatur aut aut faccatatur Maintenance
June 10, 2010 June 10, 2010 June 10, 2010 June 10, 2010
FIGURE 1 FIGURE 2 FIGURE 1 FIGURE 2
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suntiberio. Optatur sequi coriati officabo. Equisin exceatem suntiberio. Optatur sequi coriati officabo. Equisin exceatem suntiberio. Optatur sequi coriati officabo. Equisin exceatem suntiberio. Optatur sequi coriati officabo. Equisin exceatem
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June 10, 2010 June 10, 2010June 10, 2010 June 10, 2010
When information is the hero, keep it clean and simple. Use gradients within type, To heighten creative atmosphere, use dynamic gradient textures rich with color
analogous colors within charts and graphs, or gradient washes as backdrop. Use to add energy and movement. Integrate gradients into charts and graphs to make
one color palette to keep consistency. static objects look more active.

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

Application
Design Application
Data Sheet
Calm Dynamic
Success
Cisco WebEx Audio. Schedule easily Business Challenge Cisco WebEx Audio
Success Story Cisco Small Business Cisco WebEx Audio
Data Sheet
Data Sheet Product Sheet
and join from computer or phone.
Story
Cisco WebEx Audio
Data Sheet
Highlights Create a fuller, more productive meeting experience

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

2 Cisco Systems, Inc. 6 Cisco Systems, Inc.
With data sheets and informational content, simply playing with color can add To add more expression into content pages, add lifestyle or product imagery
significant graphic impact. Integrate gradients into typography or textures within to mastheads. Integrate imagery with color, typography, and graphics to dial
mastheads to add impact to content. up branded expression. Vary the template grid to change hierarchy between
expression and content.

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

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

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

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

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

Section 4:
Brand Support
The Cisco Brand

Brand Support
Brand Resources
Asset Directory and Contact
Need assets or templates?

Go to www.cisco.com/go/creative
74 The Cisco Brand / Brand Support

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

The Cisco Brand Book: © 2010 Cisco And/or Its Affiliates. All Rights Reserved

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The Cisco Brand Book

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

As the Cisco business charges forward —

Section 1 The Cisco Brand 4

Section 2 Cisco Identity System 15

Section 3 Design Application 63

Section 4 Asset Directory and Contact 74

3 The Cisco Brand

The Cisco Brand

Cisco and its Brand

5 The Cisco Brand

Brand Vision Brand Promise Brand Attributes

8 The Cisco Brand

The Cisco brand experience defines Exceptional Vital

9 The Cisco Brand

There are literally dozens of touchpoints in

10 The Cisco Brand

Clear, engaging, and straightforward High quality Straightforward and efficient

11 The Cisco Brand

The Cisco Brand

Within the framework of this book are the

13 The Cisco Brand

Know your audience Evolution A system designed

14 The Cisco Brand

The Cisco Brand

What are the elements that make up our

16 The Cisco Brand / Cisco Brand Identity System

We’ve created building blocks for LOGO cOLOR TYPOGRAPHY ICONS

communicating Cisco’s Brand Identity in

17 The Cisco Brand / Cisco Brand Identity System

Brand Expressions 5. Treatments

The Cisco Brand

The Cisco logo is iconic and distinct.

19 The Cisco Brand / Cisco Brand Identity System

media. The style you choose will depend

print, on screen, or on a product, you

20 The Cisco Brand / Cisco Brand Identity System

Clear Space Maximum Size Minimum Size

x No trademark ™ symbol usage:

21 The Cisco Brand / Cisco Brand Identity System

o Unified Wireless Network

pectrum Intelligence Solution Simplifies Detection Brochure

o Spectrum Intelligence Solution

Color is the most fundamental yet most

23 The Cisco Brand / Cisco Brand Identity System

White Pantone 428 Pantone 423 Process Black Pantone 7477

across all of Cisco. Made up of white and White

monochromatic increments of gray and C0, M0, Y0, K0

Cisco Blue, these colors will anchor and

span the color spectrum. These colors R193, G205, B35

have been selected as a foundation

from which to build and evolve

PReferred COLORS Supplemental COLORS

24 The Cisco Brand / Cisco Brand Identity System

Cisco brand, color is quintessential. The base analogous base analogous

following color configurations show how base extensions complementary

colors can be expanded analogously foundation

to build harmonious color palettes and

foundational colors. pairing

COMPLEMENTARY COLOR base analogous base analogous

USING COLOR WITH CISCO PANTONE® 7477

25 The Cisco Brand / Cisco Brand Identity System

and ensure color is working to support