Cisco Meraki Partner Brand Book

Partner brand guidelines

Table of contents 3 Introduction 11 Co-branding with Meraki 4 Our name 12 Co-branded marketing 5 Our mission 13 Co-branded badging & lockups 6 Brand elements 14 Talking about Meraki & our products 7 Wordmark 15 Meraki Partner Portal 9 Color palette 16 Paid search advertising 10 Photography 17 Other digital marketing 18 Free promotional devices 19 Using & referencing Meraki digital assets 20 Signage & event materials 21 Appendix 22 FAQs September 2020 — v1.0

Partner brand guidelines 3 Introduction The purpose of these guidelines is to help our wonderful partners understand Cisco Meraki and how to represent the brand out in the world. Meraki has a unique identity and business perspective, and our partners play a key role in helping spread these values. The more accurate you are in following our brand principles, the more effective your messaging will be. Let’s do great things together!

Partner brand guidelines 4 Our name Are we Meraki? Or are we Cisco? Well, we're We are Cisco Meraki. actually both. From an organizational perspective, we’re a Meraki is a Greek adjective that describes business unit within Cisco. But we haven’t forgotten our heritage, built from the ground up “something done with soul” – when you put a piece as a 昀椀esty disruptor of complexity in IT. of yourself into what you’re doing. Usage How does this manifest in our communications? Make sure to use “Cisco Meraki” in headlines and as the 昀椀rst name given in any text. After that, you may simply refer to us as “Meraki.” This ensures our full name is always represented.

Partner brand guidelines 5 Our mission Our purpose Connecting passionate Folks at Meraki are guided by a singular mission. people to their mission This is our commitment to customers, and a rallying goal that we share with all our partners. by simplifying the digital Our manifesto workplace. This is the heart of our brand, the why of our very existence. Our manifesto speaks to our audience To be human is to be connected, part of the greater network about the reason we do what we do, and what of our world. That’s why we build connections for everyone, that means for them. Like the origin story of a superhero, our everywhere. Because we are better together. manifesto tells customers what we believe and gives them expectations for how we walk the walk.

Brand elements

Brand elements 7 Wordmark This is the Cisco Meraki Partner Wordmark Usage wordmark. We display it in one of two colorways as shown here, and make sure the integrity of the mark is maintained through consistent, careful application. Do not center The Cisco Meraki Partner wordmark can be used in conjunction with the Cisco Partner Logo. Please follow the Cisco Partner Brand guidelines to Full color ensure compliance when creating Do not skew, stretch, or rotate marketing campaigns and utilizing Cisco marketing funds. Do not 昀椀ll with unapproved colors Light Do not use Miles, he's earned his retirement.

Brand elements 8 Wordmark In applying the Cisco Meraki Sizing and spacing Partner wordmark to any material, be it digital or physical, static x or interactive, we make sure it’s got room to breathe, and a solid x background that keeps it perfectly legible. Clearspace w In order to give the logotype breathing room, always maintain a space x around it of at least one “M” height on all sides. Minimum sizes Clearspace Minimum size (1" or 25mm) This is a more complicated speci昀椀cation in the era of proliferating screens, many of which have varying pixel density, so use your best judgement in maintaining legibility of the logotype, but here’s a basic set of minimum widths (w): Print: 1” (25mm) ~72 PPI (1x) screens: 72 px ~144 PPI (2x – Retina) screens: 144 px ~200-300 PPI (3x - iPhone 7 and later)

Brand elements 9 Color palette The Meraki color palette evokes Primary color palette each element of our personality and supports all the elements of our visual language to help us HEX #FFFFFF HEX #404241 communicate clearly and emotively RGB 255 255 255 RGB 64 66 65 in every application. CMYK 0 0 0 0 CMYK 68 59 60 46 Each Meraki color has a recommended value for both digital Fog City Slate and print color spaces. HEX #67B346 RGB 103 179 70 CMYK 65 6 100 0 Miles Green Secondary color palette HEX #5576D1 HEX #FFCD00 RGB 85 118 209 RGB 255 205 0 CMYK 71 55 0 0 CMYK 1 18 100 0 Bloosh Eureka

Brand elements 10 Photography Photography is often the primary Examples expression of the humanity behind everything we do, so it's really important that it's done right. Meraki photography is crisp, clear, and contemporary. We love candid poses in realistic settings with natural lighting. Please use approved assets for lifestyle photos and product images to effectively convey the premium quality of our brand. Realistic settings Natural lighting The use of anything other than these approved assets is prohibited and considered a breach of the Cisco Meraki partner agreement. Motion blur, but not too much Closeups with strong composition

Co-branding with Meraki

Co-branding with Meraki 12 Co-branded marketing Please make use of the Meraki Partner Portal and Cisco Marketing We love that our partners are excited to promote Meraki, but we do not permit the free use of our Velocity Central resources for any customer-facing materials, such as pre- logomark in collateral or the use of any “best” or written lead generation email templates, which allow you to easily add your name and referral code. “biggest” claims (avoiding perceived favoritism). Logo placement and sizing are both important in maintaining the look and feel of co-branded Meraki collateral. For any co-branded assets, We encourage the proper use of the Meraki lockup and Cisco Partner logo it must be clear they originated from your company. Please reference in your communications and digital assets to ensure the brand identities of sections in the Meraki Brand Elements section for information on using both your business and ours are accurately represented. We ask that any the Cisco Meraki Partner wordmark. co-branded collateral correctly represents the relationship between our brand and your brand as a partner. Always check with your Meraki representative about the item you wish to use, as it may not be possible to co-brand every piece of content. The main takeaway: The consumer should not be led into thinking they are buying directly from Meraki.

Co-branding with Meraki 13 Talking about Meraki & our products Providing descriptions about Meraki products and solutions in your content or on your web platform is wonderful. The appropriate voice can elevate the effectiveness of your copy. Using a voice that is authentic to your brand is also crucial. As such, please do not copy and paste content found on the Meraki website or any other Meraki content (exceptions can be product speci昀椀cations found on datasheets). Please make sure to maintain your own unique brand identity and voice. When talking about Meraki and our products, the ultimate purpose is to connect people to technology in intuitive and accessible ways. Be sure to maintain a positive and helpful tone, keep messaging simple and to the point, and be true to your own brand while keeping in mind what Meraki stands for.

Co-branding with Meraki 14 Meraki Partner Portal You can access the Meraki Partner Portal here and Meraki Marketing generates marketing content Meraki Brandfolder here. for our partners to use that can be found on Meraki Partner Portal. Imagery, graphics, or designs found in the Partner Portal or Meraki Brand Folder, unless speci昀椀cally marked, should not be re-shared or duplicated. This content includes presentations, one-pagers, Cisco Meraki product images approved for public use can be found here. white papers, and more. These materials can help you better understand our solutions to have more effective conversations with your customers.

Co-branding with Meraki 15 Paid search advertising As we continue to grow together, we ask that you follow these guidelines: Working closely together on paid search • Please avoid using Cisco Meraki, or any other Meraki trademarks, as marketing campaigns ensures we don’t outbid keywords in paid search auction campaigns on any search engine (e.g. each other on keywords and drive up costs for Google Ads and Bing Ads) all parties involved. • Please avoid outbidding such trademarks/keywords and subsequently ranking above Meraki in paid search auction campaigns on any search engine • While you should not represent yourself or your company as “Cisco Meraki”, we encourage you to include “O昀케cial Cisco Meraki Reseller” (or “O昀케cial Meraki Reseller” if you’ve already introduced the brand as Cisco Meraki) in your ad text to avoid confusion If you are unsure about how to proceed with the Meraki elements of your digital campaign, please contact [email protected] before using or bidding on keywords or trademarks mentioned above

Co-branding with Meraki 16 Other digital marketing Preserving the integrity of both your business as well as ours is of the utmost importance to us. That’s why we kindly ask you to reach out to the Meraki Partner Marketing team before investing any signi昀椀cant funds ($10,000 and above) in marketing campaigns on social media (e.g. Facebook) and professional networking platforms (e.g. LinkedIn). For large campaigns, our team will work with you to get the best bang for your buck, ensuring minimal overlap between target segments and advertising schedule of campaigns managed by Meraki or other partners. Please reach out to [email protected] to get the conversation started.

Co-branding with Meraki 17 Free promotional devices Our webinar program offers a free Meraki device or licenses for all eligible attendees. This is a tried and true lead generation engine that you can also leverage. When messaging our *free gear program to your customers, please keep the following guidelines in mind: • The offer is from Cisco Meraki. Please make it clear that the is not from your organization. • The offer is not exclusive to your customers. Please don’t suggest that a free device can only be obtained through you. • The offer is only valid through webinars on meraki.cisco.com. Webinars hosted on partner platforms or independently by partners are not eligible for free promotional devices. *Disclaimer: You should always use their unique referral code to track the leads they generate. The code can be found on merakipartners.com with detailed instructions on how to use it. *Eligible customers can receive free gear for attending some webinars, in accordance with terms and conditions which can be found at meraki.com/ freeap, meraki.com/freeswitch, meraki.com/freesm and meraki.com/freemx. *U.S. K-12 schools, public libraries, and any foreign o昀케cials as de昀椀ned under anti-corruption statutes are not eligible to receive a Promotional Device. Instead, these customers can request a product evaluation.

Co-branding with Meraki 18 Using & referencing Meraki digital assets We love seeing partners be creative and come up with ways to jointly advertise. When doing so, we kindly ask you to be mindful of the following guidelines: We regularly produce digital assets for you to use and link, • Please use creative content from the named websites on the left when including text and documents, illustrations and graphics, videos, and other digital formats. creating your own original digital assets for online and o昀툀ine use. • Please embed or link to Meraki videos and audio clips, and refrain These are made available to partners on platforms such as: from copying or re-cutting any such content. If there is an instance • meraki.cisco.com where you would like to repurpose a portion of our existing video • merakipartners.com or audio clips, please contact a Meraki representative or [email protected] to ensure that this is allowed. • meraki.com/partner-branding-resources • The visual style and copy must clearly be in the style and brand of the • ciscopartnermarketing.com partner—the consumer should never be led to think they are on the Cisco • YouTube Meraki site.

Co-branding with Meraki 19 Signage & event materials If you are planning to host an event featuring Meraki products, we offer an "event-in-a-box" as a resource for our partners. This kit includes a pop-up banner 昀椀le for printing, an email banner, and email invitation templates. This will give you everything you need to get started hosting Meraki-focused event for your customers. Download the assets here.

Appendix

Appendix 21 FAQs Can we add special partner distinctions to our websites and Where can I 昀椀nd information to help me sell Meraki? communications? (e.g. “the largest Meraki reseller in the midwest”)? You can sign up for partner-speci昀椀c trainings and 昀椀nd sales enablement resources on Partner Portal once you are an approved Meraki partner. Though we love seeing the incredible pride our partners share in their What do I need to do to become a Meraki partner? business with Meraki, in an effort to discourage any perceptions of If you are a Cisco partner, you can apply to sell Meraki at exclusivity, the use of any of these types of claims in public-facing materials is unauthorized. meraki.cisco.com/partners. Can we use Meraki images, photos, or content on our websites? Hold on, I’m not yet a Cisco partner, either! Any imagery found on Partner Portal, MVC or BrandFolder may be used If you are not a Cisco partner, follow these instructions. Once approved on websites to highlight the Meraki product portfolio. Plagiarizing and/or as a Cisco partner, you can then apply to sell Meraki following the steps above. repurposing content from other externally-facing Meraki sources (such as ads, websites, and collateral) is prohibited. Who do I contact regarding Meraki product issues? If I have a question about purchases, license renewal, or product Contact [email protected]. inquiry, who do I contact? You can contact your Meraki rep. Contact details are located on Partner How do I update my email address with Meraki? Portal (merakipartners.com), under “Find My Rep.” If you’ve changed organizations, you can create a new user account at I have a question about a Meraki technical training or questions merakipartners.com under “Create New Account.” around my CMNA certi昀椀cation, who do I contact? Email [email protected].