Cisco Brand Book

Cisco delivers innovative software-defined networking, cloud, and security solutions to help transform your business.

The Cisco Brand. As the Cisco business charges forward— entering new arkets reaching out to new custoers eanding globall—it is essential that the Cisco brand grow with it. e want to ake sure that the brand catures new audiences while keeing eisting custoers loal and ha. This book will hel ou envision how the Cisco Brand is evolving and will serve as a guide for ileenting the Cisco Brand dentit ste both inside and outside the coan. 2 The Cisco Brand

Contents Introduction Section 1 The Cisco Brand € The Cisco Brand ‚ision tance ƒroise and Attributes „ The Cisco Brand …erience † here to Begin 1‡ Section 2 Cisco dentit ste 1ˆ Cisco Brand dentit ste ‰verview 1Š ‹ogo 1† Color 2‡ Tograh 2† cons ‡€ Treatents ‡† Œradients €2 Œrahics €Š Tetures ˆ€ ager ˆ„ Section 3 Žesign Alication ‘‡ Žesign Alication ’sing the Cisco dentit ste ‘€ ƒresentations ‘ˆ eb / ’ser …erience ‘‘ Žata heet ‘Š Brochure ‘„ ƒackaging ‘† ‚ideo Š0 Tradeshow Š1 …nvironental Š2 Section 4 Asset Žirector and Contact Š€ Brand uort ‡ The Cisco Brand

ection 1“ The Cisco Brand The Cisco Brand

Cisco Brand Story The Cisco Brand Cisco and its Brand Cisco and its Brand Œreat coanies are built on strong o what is a brand” il ut a deall our custoers’ ercetions brands that influence custoer choice brand is a constellation of eeriences of Cisco should align with our own and build loalt. A strong brand is erceived in the heart and ind of asirations. e asire to be a coan a coetitive asset—one that can the custoer. …ver tie a custoer that brings eole together using irove arket osition and contribute engages with our coan these the ost innovative technolog in the to coan rofitabilit. hen the eeriences grow. At Cisco our brand is world. hen our custoers share essence of a brand is understood a roise we ake to our custoers—a that vision our branding efforts will within a coan it can serve as a roise we strive to fulfill at ever oint be successful. To reach that goal source of insiration eciteent of custoer interaction. •or eloees re—uires active and uroseful brand and eloee satisfaction. the brand roise is reflected in their anageent. e begin b defining dail work eerience. what our asirations are˜ these are the ercetions we want our custoers to have. ˆ The Cisco Brand

Cisco ™ Bringing eole together ‘ The Cisco Brand

Cisco Brand Story The Cisco Brand ‚ision tance ƒroise and Attributes Brand VISIon Brand PromISe Brand aTTrIBuTeS tates where we are going as a ‰utlines our coitent to our The characteristics we want associated coan and what we want to be“ custoers“ with Cisco. e have gathered inut The most trusted technology company When customers think of Cisco, they fro custoers and we know that these in the world, Cisco is a leader in think of a company that brings people are all characteristics that the believe delivering personal and business video together by removing the barriers to are iortant and that could strongl that transforms life’s experiences. communication. By connecting people affect their urchasing 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 custoers’ inds“ Trustworthy Cisco = effortless Bringing people together approachable Value-oriented Personal Visionary „ The Cisco Brand

The Cisco Brand …erience defining the Cisco Brand experience exceptional Vital The Cisco brand eerience defines our custoers’ interaction with our The eerience should delight our The eerience should eet our coan its roducts eole and custoers b roviding unrivaled —ualit custoer’s needs b being essential counications. hen custoers that eceeds their eectations. eaningful and relevant. interact with Cisco we want their eerience to be“ effortless Visionary The eerience should ake our The eerience should transfor our custoer’s life easier through its custoer’s world for the better with straightforward friendl aroach. innovative leadingšedge interactions. † The Cisco Brand

Standards for each Set of Touchpoints There are literall do›ens of touchoints in which custoers interact with Cisco—fro advertising to roduct interface to the hone call with a technical suort reresentative. e have groued these touchoints into three sets—counications roducts and services and eole—and for each set we have rovided detailed standards that define what our brand eerience should be. 10 The Cisco Brand

Cisco Brand Story …erience tandards The Cisco Brand …erience 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 ’se language and visuals aroriate ‰ur offerings should be unrivaled œuestions or robles should be handled to the target audience. in erforance and functionalit. —uickl and soothl˜ we never want to create ore issues for our custoers. Friendly and welcoming easy and intuitive Be aroachable. Avoid coing across as e should reduce coleit while respectful and confident overbearing inšouršface or aggressive. delivering as uch value as ossible. žnowledgeable but never arrogant. e never want the custoer to feel foolish real and relevant necessary to solve real problems or inet. Be honest and address what is ost ‰ur roducts and services need to iortant to the custoer. actuall hel our custoers. Great listeners The custoer should feel we understand Surprising and fresh unique, not imitative or derivative and anticiate his or her needs. Both the content and the wa we e want to lead the wa not counicate should be as innovative co others. Trusted leaders as our roducts. The custoer should feel we know the wa and are on his or her side. 11 The Cisco Brand

here to Begin The Cisco Brand

Where to Begin ithin the fraework of this book are the eleents ou need to articulate the Cisco Brand. hile consistenc is iortant ou won’t find a rubber sta. hat ou will find are all the tools ou need to deliver a range of visual eression. As ou deterine what stor to tell and how ou want to tell it ou can rel on the coonents of this book to eower insiration. 1‡ The Cisco Brand

The Cisco Brand Ÿow to begin ’sing the Cisco Brand dentit ste Know your audience evolution a system designed and design for them not revolution for flexibility ¡ou know our audience best. o it’s At first glance the new Cisco Brand hen ou are the world’s technolog u to ou to decide on the look and dentit ste looks revolutionar. t’s leader ou know the onl constant feel that best suits our channel and bold attentionšgetting and surrising. is change. Changing technolog its counications. ‰nce ou decide And it’s designed to evolve far into the eanding arkets eerging edia on what ou want to sa and how ou future. o we suggest ileenting latfors. To sta relevant in this want to sa it ou’ll be suorted at the sste in increental evolutionar landscae the Cisco brand ust ever turn with a visual sste built to stes. ¢ot all the eleents of the change to kee ace with our business cater to our needs. The fleible tools identit have to be launched in one fell needs. To adat we’ve created an included in this design sste will swoo. n fact we’ve got a considerable identit sste designed to evolve. eower ou to build counications aount of brand e—uit invested in our ‚ibrant eciting and forwardšthinking to reach the diverse Cisco audience. forer brand sstes and grahic our visual sste is fleible enough to identit. ‰ur custoers know recogni›e let ou build …nterrise counications and trust the Cisco brand. e want to that are fun and dnaic or create aintain that trust. Consuer essaging that is clean sile and elegant. 1€ The Cisco Brand

ection 2“ Cisco Brand dentit ste The Cisco Brand

Cisco Brand Identity System hat are the eleents that ake u our Brand dentit” The words ou choose. The te ou use. The colors grahics and iager ou counicate with. The wa ou use the Cisco logo. These are the ke building blocks that hel tell the Cisco stor and shae eole’s ercetion of Cisco— fro consuer to shareholder fro artner to eloee. 1‘ The Cisco Brand / Cisco Brand dentit ste

Cisco Brand Identity System ‰verview Brand ƒalette e’ve created building blocks for LoGo CoLor TYPoGraPHY IConS counicating Cisco’s Brand dentit in a unified visual sste we call the Brand ƒalette. Corised of core eleents Tograh including logo color te and icons as ƒlaful. well as etended eressions including treatents gradients grahics and Clean. tetures this wide range of tools is Želightful. designed to be fleible and eandable— so ou can use our creativit to innovate across all edia. To effectivel define the Cisco brand eerience these core eleents ust be aligned across ever TreaTmenTS GradIenTS GraPHICS TeXTureS touchoint fro consuer to shareholder fro artner to eloee. SECTION OVERVIEW The following sections rovide creative guidance on how to use the brand alette. ith a shared design sensibilit we can use each eleent to elevate the Cisco Brand in a wa that is distinctive and at once iediatel recogni›able as Cisco. Content ƒanes“ 100£ ‰a—ue hite ‰verla“ Šˆ£ ‰a—ue Black 1Š The Cisco Brand / Cisco Brand dentit ste

Cisco Brand dentit ste“ Brand ƒalette Core Brand elements 1. ‹ogo 2. Color ‡. Tograh €. cons Brand expressions ˆ. Treatents ‘. Œradients Š. Œrahics „. Tetures †. ager The Cisco Brand

1. Logo Principles The Cisco logo is iconic and distinct. t signals a consistent foundation— aintaining brand e—uit while reinforcing brand leadershi confidence and reliabilit. n classic referred or suleental colors the Cisco logo works across all edia. ith a fleible aroach to alettes and logo staging the Cisco logo coes alive with renewed sark and energ. 1† The Cisco Brand / Cisco Brand dentit ste

Core Brand elements ‹ogo ‹ogo …leents The Cisco logo should work across all PmS 7477 + PmS 187 PmS 7477 BLaCK reVerSed edia. The stle ou choose will deend on the environent in which the logo aears. To ensure the eression of the logo is right for its contet we’ve created a sste that includes ƒA¢T‰¢…® color and an etended alette of solid colors and gradients as well as reversed logo treatents. o whether the Cisco logo aears on ackaging the eb T‚ in PreFerred PaLeTTe / SoLId rint on screen or on a roduct ou have near infinite design fleibilit to adat the logo to its aroriate design contet. EXTENDED LOGO PALETTE The alettes to the right rovide an eale of how color can be infused into the logo. These are onl artial alettes. •or colete alettes lease refer to the following Color section. PreFerred PaLeTTe / GradIenTS 20 The Cisco Brand / Cisco Brand dentit ste

Core Brand elements ‹ogo ‹ogo tandards Clear ace ¥aiu i›e ¥iniu i›e x x x ‹ogo iniu si›e with tradeark ™ sbol“ ‡/€§ x x ¢o tradeark ™ sbol usage“ ‹ogo aiu si›e with tradeark ™ sbol“ ‡š‡/€§ Œreater than ‡š‡/€§ 1/2§ or saller all onšscreen alications Œive it sace. To reserve the integrit and visual iact of the Cisco logo Too big too uch. hen using the Cisco logo in largešscale forats Too sall not enough. To ensure that the Cisco logo and its tradeark alwas aintain ade—uate clear sace around it. The clear sace around the it is iortant onl to include the tradeark ™ sbol u to ‡š‡/€.§ Anthing sbol reroduce legibl at saller scales onl include the tradeark logo is an integral art of its design and ensures the logo can be seen —uickl larger and the tradeark sbol will begin to coete against the ark itself. ™ sbol down to ‡/€§. The tradeark sbol will not reroduce legibl uncluttered b other logos sbols artwork or tet. at an si›e saller than ‡/€§. •or all video and onšscreen alications reove the tradeark sbol coletel. 21 The Cisco Brand / Cisco Brand dentit ste

Core Brand elements ‹ogo Cross ¥edia Alication LOGO LOCK-UPS An tet lockšu with the Cisco logo should be balanced eaning e—uall weighted visuall. Cošbranded counications Connect Your Employees to have other considerations. Suppliers and Customers, and Your Business to the World. For a small business like yours to communicate eﬀectively with suppliers and customers in today’s competitive business environment, you need ready access to information, updated in real time. With the right solution, your business can collaborate more eﬀectively and problem-solve like never before. Cisco Uniﬁed Wireless Network The isco® mart usiness ommunications ystem is an all-in-one networking and ANNUAL REPORT 2009 communications solution that will enable you to Cisco Spectrum Intelligence Solution Simpliﬁes Detection Brochure do ust that. nd it includes the peace of mind that comes with support from the worldwide leader in networking and communications. LOGO PLACEMENT The Cisco logo should alwas be resent on all Ciscošbranded counications roducts and services˜ resent but not doineering and rarel if ever iniscule. LOGO COLOR Color fill choices should be ade on the basis of contet and contrast. hatever color fill ou al to the logo should rovide ‘0£ contrast or better against the background. Cisco Spectrum Intelligence Solution 22 The Cisco Brand / Cisco Brand dentit ste

2. Color Principles Color is the ost fundaental et ost owerful tool in creating or eressing a ood or feeling. Take advantage of it. ƒla with color. Color brings our brand to life. Color used sil and with balance can counicate clarit consistenc and odern sohistication. ‚ivid highlights and contrasting subtlet turn ordinar into etraordinar. 2‡ The Cisco Brand / Cisco Brand dentit ste

Core Brand elements Color Brand Colors Wte Pantone 428 Pantone 423 Poe Ba Pantone 7477 Cisco Classic colors serve as a CISCo CLaSSIC CoLorSR255, G255, B255 R207, G212, B216 R159, G161, B164 R0, G0, B0 R0, G85, B104 C0, M0, Y0, K0 C2, M0, Y0, K18 C0, M0, Y0, K44 C0, M0, Y0, K100 C80, M0, Y10, K68 foundational alette that work universall #FFFFFF #A7A9AC #9FA1A4 #000000 #005568 across all of Cisco. ¥ade u of white and Wte Pantone 428 Pantone 423 Poe Ba Pantone 7477 R255, G255, B255 R207, G212, B216 R159, G161, B164 R0, G0, B0 R0, G85, B104 onochroatic increents of gra and C0, M0, Y0, K0 C2, M0, Y0, K18 C0, M0, Y0, K44 C0, M0, Y0, K100 C80, M0, Y10, K68 #FFFFFF #A7A9AC #9FA1A4 #000000 #005568 Cisco Blue these colors will anchor and balance color eressions when used with etended riar and secondar alettes. hen it is iortant to signal Cisco’s brand e—uit with color alone Cisco’s legac ƒA¢T‰¢…® Š€ŠŠ reains a core color to be used in con¨unction with the onochroatic alette. PreFerred and SuPPLemenTaL CoLorS ƒreferred and suleental base colors Pantone 390 Pantone 7738 Pantone 2925 Pantone 526 Pantone 187 Pantone 1797 Pantone 158 Pantone 115 san the color sectru. These colors 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 have been selected as a foundation #C1CD23 #46A040 #0096D6 #652D89 #C41230 #E31B23 #F58025 #FFE14F Pantone 390 Pantone 7738 Pantone 2925 Pantone 526 Pantone 187 Pantone 1797 Pantone 158 Pantone 115 fro which to build and evolve 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 secondar alettes. #C1CD23 #46A040 #0096D6 #652D89 #C41230 #E31B23 #F58025 #FFE14F PreFerred CoLorS SuPPLemenTaL CoLorS SUPPLEMENTAL COLORS uleental colors work best as a foundation for highlights or accents. The should not be used as a doinant color—secificall ellow and urle hues. 2€ The Cisco Brand / Cisco Brand dentit ste

Core Brand elements Color …anding ƒriar and econdar ƒalettes hen it coes to counicating the Cool Warm CooL — PreFerred Warm — SuPPLemenTaL Cisco brand color is —uintessential. The base analogous base analogous following color configurations show how base extensions complementary Cisco’s referred and suleental pairing colors can be eanded analogousl foundation to build haronious color alettes and coleentar airings. orking fro these analogous etensions will ield base analogous base analogous rich results that arr well with Cisco’s base extensions complementary foundational colors. pairing foundation ANALOGOUS COLOR An analogous color schee adds hues and values that are ad¨acent to a chosen color on a color wheel. •or eale red to orange. COMPLEMENTARY COLOR base analogous base analogous A coleentar color schee adds hues and values that are oosite to a chosen color on a color wheel. •or eale red and green. base extensions complementary pairing SHADES AND TINTS A shade is the iture of a color with black which reduces lightness. A tint foundation is the iture of a color with white which increases lightness. USING COLOR WITH CISCO PANTONE® 7477 These alettes have also been develoed to work haroniousl with Cisco’s base analogous base analogous legac ƒA¢T‰¢…® Š€ŠŠ. f needed ƒA¢T‰¢…® Š€ŠŠ can be used as a suort color with an of the alettes to reinforce Cisco’s brand e—uit. base extensions complementary Ÿowever it is iortant that it be used saringl and onl when necessar. pairing foundation 2ˆ The Cisco Brand / Cisco Brand dentit ste

Core Brand elements Color Analogous and Coleentar ƒalettes To hel ou ake effective color choices PreFerred anaLoGouS PaLeTTeS SuPPLemenTaL anaLoGouS PaLeTTeS SPLIT ComPLemenTarY PaLeTTeS and ensure color is working to suort the Cisco essage and eaning we’ve base analogous base analogous base split complementary develoed a nuber of color alettes. vivid vivid vivid These etended alettes allow ou to dial u or down the intensit of an color cobination for a wide range of alications oods and essages. tart with these alettes “as is” or custoi›e to ake aroriate for our thee or alication. muted muted muted USING COLOR WITH GRAY hatever color alette ou choose both cool and war alettes should be used with foundational shades of gra. hether gra is used as a base base analogous base analogous base pentagram to anchor or as a highlight to lift the haronious cobination of rich hues and gras 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 o. Balanced ratios of white sace can accentuate the vibranc of bold colors or elevate the sohistication of uted tones and onochroatic gras. CISCO COLOR PALETTE LIBRARY The alettes shown here are a recoended starting oint for color usage. f ou re—uire ore alette choices a colete librar of Cisco analogous and coleentar alettes is available. muted muted muted 2‘ The Cisco Brand / Cisco Brand dentit ste

baseanalogous extension — Typography. baseanalogous extension Play — base analogous extension base analogous extension With Typography. — baseanalogous extension Play Color — Typography. — Play palette transformed into gradient With —Core Brand elements ƒalette Alication / Theatic …ression Color Typography. Typography. Color With base analogous extension Play — Color palette transformed into gradient — Typography. With Play palette transformed into gradient Play — With Color Together. Color palette transformed into gradient — With palette transformed into gradient base analogous extension — Together. Together. Together. — Color Typography. palette transformed into gradient Together. Play — With PALETTE APPLICATION Before develoing designs choose our color stor and COLOR IN TYPOGRAPHY AND LOGO sta consistent. Choose fro nfuse color into te b words letters Color rovided alettes to ensure or as a gradient across words or hrases. a haronious balance of COLOR IN GRAPHICS AND ICONS hen aroriate coleent our color hues and contrast. ork fro analogous alettes to color alette b treating the Cisco logo palette transformed into gradient with color. — create grahics with balanced color consistenc. Choose icons with coleentar colors to unif COLOR IN GRADIENT TEXTURES overall color stor. Choosing a balanced analogous blend Together. of color fro a alette is a fundaental ste in building haronious gradients and tetures. Together. 2Š The Cisco Brand / Cisco Brand dentit ste

Core Brand elements Color ƒairing ƒalettes f one analogous alette doesn’t eet PaLeTTe PaIrInG PaLeTTe aPPLICaTIon our needs tr airing it with additional analogous alettes. As long as ou ove base analogous ad¨acentl within the color sectru Cisco Uniﬁed airing alettes should work haroniousl. Wireless Network But reeber to find a good balance. «ust enough color can be ore effective Cisco Spectrum Intelligence Solution Simpliﬁes Detection Brochure and eressive. Too uch color a overwhel our essage and ake our laout confusing. PAIRING PALETTES ANALOGOUSLY hen airing alettes air the analogousl to ake sure that all colors work haroniousl. ‰therwise ou can end u with conflicting alettes that a feel ore dis¨ointed than connected. base analogous INTEGRATING PALETTES INTO GRAPHIC LANGUAGE hen using alettes in grahic eressions ou can graduall shift colors fro light to dark or alternate between light and dark for ore contrast. …ither wa works as long as ou are using a haronious alette built fro analogous colors. 2„ The Cisco Brand / Cisco Brand dentit ste

3. Principles of Typography Te tells a stor. The right teface used consistentl builds character. The new Cisco ans font fuses odern foundational fors with universal functionalit. ith its broad range of weights a clear hierarch of inforation can be established to etend the tograhical scoe of Cisco’s brand— whether it’s clean and sile or delightful and fun. 2† The Cisco Brand / Cisco Brand dentit ste

Core Brand elements Tograh Cisco ans •ont •ail CISCo SanS THIn CISCo SanS THIn oBLIQue o ou can counicate —uickl and ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ sil without distracting fro our abcde €‚ƒ„…†‡ˆ‰Š‹ŒŽ abcde €‚ƒ„…†‡ˆ‰Š‹ŒŽ essage we’ve created a ssteatic CISCo SanS eXTra LIGHT CISCo SanS eXTra LIGHT oBLIQue aroach to Cisco tograh using ABCŽ…•ŒŸ «ž‹¥¢‰ƒœ¬T’‚®¡¯ ABCDEFGHIJKLMNOPQRSTUVWXYZ Cisco ans as our riar teface. abcdefghi¨klno—rstuvw› abcde €‚ƒ„…†‡ˆ‰Š‹ŒŽ Choosing fro a cobination of weights CISCo SanS reGuLar CISCo SanS oBLIQue ou can use Cisco ans to create a clear aBCdeFGHIJKLmnoPQrSTuVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ and consistent visual hierarch. Žone abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz right our use of te will draw readers’ CISCo SanS BoLd CISCo SanS BoLd oBLIQue attention lead the to the ost iortant ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ inforation first and aintain a sense €‚ƒ„…†‡ˆ‰Š‹ŒŽ‘’“”• abcde €‚ƒ„…†‡ˆ‰Š‹ŒŽ of clarit order legibilit and structure CISCo SanS HeaVY CISCo SanS HeaVY oBLIQue throughout our written counication. ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcde €‚ƒ„…†‡ˆ‰Š‹ŒŽ abcde €‚ƒ„…†‡ˆ‰Š‹ŒŽ CISCO SANS The riar face for all Cisco counications Cisco ans is ade u of five weights“ Thin …tra ‹ight ¬egular Bold and Ÿeav. •or each weight there is also an ‰bli—ue version. The a¨orit of Cisco’s counications CISCo SCreen LIGHT CISCo SCreen BoLd should be set in Cisco ans …tra ‹ight with thin and heavier weights serving ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ as heads subheads or in creative tograhic alications. abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz CISCO SCREEN Ževeloed secificall for interface alications Cisco creen ensures CISCo SCreen reGuLar legibilit on user interface digital devices hardware or instruction anuals. ABCDEFGHIJKLMNOPQRSTUVWXYZ Available in three weights ‹ight ¬egular and Bold Cisco creen aii›es functionalit and readabilit within liited sace. Cisco creen is available in abcdefghijklmnopqrstuvwxyz TrueTe forat onl. ‡0 The Cisco Brand / Cisco Brand dentit ste

Core Brand elements Tograh Cisco ans •ont •ail CISCo SanS reGuLar and CISCo SanS oBLIQue CISCo SanS FonT FamILY FIGureS Because Cisco is a global coan we CYrILLIC need to ensure our tograhic language АБВГДЕЖЗИЙКЛМНОПРСТУХЦЧШЩЪЫЬЭЄЮЯ is counicated universall. ith that in ЃҐҒЁҖҘӢЌҚҜҠЉҢЊѲҪЂЋѢЎӮҮҰҸӋҺӘЏЅІЇЈѴ ‘’’’’’’’“”•–— ind we develoed the Cisco ans font абвгдеёжзийклмнопрстухцчшщъыьэєюяѓґғёҗҙ for crossšcultural and crossšlatfor ӣќқҝҡљңњѳҫђћѣўӯүұҹӌһәџѕіїјѵ ˜™š use. e rovided full Crillic and Œreek АБВГДЕЖЗИЙКЛМНОПРСТУХЦЧШЩЪЫЬЭЄЮЯ character sets in ‰enTe and TrueTe ЃҐҒЁҖҘӢЌҚҜҠЉҢЊѲҪЂЋѢЎӮҮҰҸӋҺӘЏЅІЇЈѴÕ forats so ou can counicate on ¥acs абвгдеёжзийклмнопрстухцчшщъыьэєюяѓґғёҗҙ ›œžŠ„† and ƒCs across Ale ‰ and ¥icrosoft ӣќқҝҡљңњѳҫђћѣўӯүұҹӌһәџѕіїјѵ indows oerating sstes. GreeK ΑΒΓΔΕΖΗΘΙΚΛΜΝΞΟΠΡΣΤΥΦΧΨΩΆΈΉΊ ΐ Ϊ ΌΎΫΏ 012 CYRILLIC– GREEK– AND GLYPHS αβγδεζηθικλμνξοπρστυφχψωςάέή ί ΐ ϊ όύώϋΰ The Cisco ans font fail includes Crillic Œreek and glh characters in all of the weights including obli—ue. These characters are shown here ΑΒΓΔΕΖΗΘΙΚΛΜΝΞΟΠΡΣΤΥΦΧΨΩΆΈΉΊÕΐÕΪÕΌΎΫΏÕ set in Cisco ans ¬egular and Cisco ans ‰bil—ue. αβγδεζηθικλμνξοπρστυφχψωςάέήÕίÕΐÕϊÕόύώϋΰ ‡€ˆ6 OPENTYPE AND TRUETYPE FORMATS BaSIC GLYPHS Cisco ans is available in both ‰enTe and TrueTe forats. $ ¢ £ €¥ % ‰ & § @ € ? ! , ; . : “” ‘’ “« ‹ ‰tii›ed for crossšlatfor functionalit ‰enTe forats are referred whenever ossible. / €‚ ¤ ¦ § © ª ™ ¬ ® ¯ ° ± ¹ ² ³ ⁴ º ¼ ½ ¾⅓⅔ ÷ 78901 † ‡ № ™ ℮ √ ∞ ∫ ≈ ≠ ≤ ≥ ¨=© ◊ ∂ Δ Π Σ μ • …¶ º ← ↑ → ↓ ↔ ↕ ↖ ↗ ↘ ↙ ⋆ —˜4™š $Õ¢Õ£Õ€¥Õ%Õ‰Õ&Õ§Õ@Õ€Õ?Õ!Õ,Õ;Õ.Õ:Õ“”Õ‘’Õ“«Õ‹Õ(Õ{Õ[Õ#Õ*Õ /Õ^Õ_~Õ¤Õ¦Õ§Õ©ÕªÕ™Õ¬Õ®Õ¯Õ°Õ±Õ¹Õ²Õ³Õ⁴ÕºÕ¼Õ½Õ¾⅓⅔Õ÷Õ †Õ‡Õ№Õ™Õ℮Õ√Õ∞Õ∫Õ≈Õ≠Õ≤Õ≥Õ™š›Õ◊Õ∂ÕΔÕΠÕΣÕμÕ• ‘’“ …¶ÕºÕ←Õ↑Õ→Õ↓Õ↔Õ↕Õ↖Õ↗Õ↘Õ↙Õ⋆ ‡1 The Cisco Brand / Cisco Brand dentit ste

Core Brand elements Tograh Žesign ƒrinciles ‹eading / Tracking Ÿierarch Color ’sage 9 PT. / LeadInG: 12.6 PT. / TraCKInG: 0 a. dIFFerenT PoInT SIZeS / Same WeIGHTS a. SuBHead and BodY CoPY In GraY ‹ore isu dolor sit aet consetetur sadiscing elitr sed Cisco all ‹ore su 9 / 12.6 dia nonu eirod teor invidunt ut labore et dolore agna GraY 140% ali—ua erat sed dia volutua. At vero eos et accusa et 1» PT. Business olutions. ‹ore isu dolor sit aet consetetur sadiscing elitr sed ¨usto duo dolores et ea rebu. tet clita kasd gubergren no sea eXTra LIGHT Technolog ou can trust. dia nonu eirod teor invidunt ut labore et dolore agna takiata sanctus est ‹ore isu dolor sit aet. ali—ua erat sed dia volutua. At vero eos et accusa et ‹ore isu dolor sit aet consetetur sadiscing elitr sed ¨usto duo dolores et ea rebu. tet clita kasd gubergren no sea dia nonu eirod teor invidunt ut labore et dolore agna takiata sanctus est ‹ore isu dolor sit aet. 9 PT. 10 PT. / LeadInG: 13 PT. / TraCKInG: 0 eXTra LIGHT ali—ua erat sed dia volutua. At vero eos et accusa et ‹ore isu dolor sit aet consetetur sadiscing elitr ¨usto duo dolores et ea rebu. tet clita kasd gubergren no sea 10 / 13 takiata sanctus est ‹ore isu dolor sit aet. B. SuBHead In CoLor / BodY CoPY In GraY sed dia nonu eirod teor invidunt ut labore et 130% dolore agna ali—ua erat sed dia volutua. At vero CoLor ‹ore su eos et accusa et ¨usto duo dolores et ea rebu. tet B. Same PoInT SIZeS / dIFFerenT WeIGHTS GraY ‹ore isu dolor sit aet consetetur sadiscing elitr sed clita kasd gubergren no sea takiata sanctus est ‹ore dia nonu eirod teor invidunt ut labore et dolore agna isu dolor sit aet. 9 PT. I††‡‘Œ€‡† ali—ua erat sed dia volutua. At vero eos et accusa et BoLd ‹ore isu dolor sit aet consetetur sadiscing elitr sed ¨usto duo dolores et ea rebu. tet clita kasd gubergren no sea dia nonu eirod teor invidunt ut labore et dolore agna takiata sanctus est ‹ore isu dolor sit aet. 9 PT. ali—ua erat sed dia volutua. At vero eos et accusa et 20 PT. / LeadInG: 22 PT. / TraCKInG: 0 eXTra LIGHT ¨usto duo dolores et ea rebu. tet clita kasd gubergren no sea Cisco all takiata sanctus est ‹ore isu dolor sit aet. C. CreaTIVe CoPY In CoLor 20 / 22 110% Business olutions. CoLor ohisticated. ƒlaful. Technolog ou can C. Same PoInT SIZe In one LIne / dIFFerenT WeIGHTS Clean. Želightful. trust. 18 PT. Cisco all Business 18 PT. reGuLar THIn ‹egibilit. Current. All leading is not e—ual. As a general rule of thub“ the saller the oint Te can lend clarit to our essage. B eloing a consistent ƒla with color. il infusing color into tograh effectivel si›e the larger the leading˜ the higher the oint si›e the tighter the te hierarch the readabilit of our counication becoes ore accolishes two things at once“ t clarifies both inforational hierarch leading. ‹eading should be set between 100 to 1€0£ of the oint si›e. clear and eaningful. The eales above give soe guidance on and organi›ation. And it elevates our tograhic counication The tracking for Cisco ans can generall be set to 0. Ad¨ust tracking te hierarch. n general aintain a balanced contrast between with ersonalit and stle. •or aroriate Cisco color alettes and kerning where needed based on alication. titles/subtitles and bod co. follow the guidelines in the color section. ‡2 The Cisco Brand / Cisco Brand dentit ste

— Cisco Small Business Solutions. ew Ways to Thrive. Technology you can trust. With Cisco Uniﬁed Communications, you can talk to customers and When it comes to the technology that keeps ow is the time to access information anywhere in the workplace, enabling you to get your employees, suppliers, and customers securely more accomplished each and every day. connected, it has to work. Cisco Small Business Solutions provide the networking and communica- tions technology you need, with the reliability, work together, solve security and performance you epect from Cisco. The portfolio oﬀers a broad range of small business products that can enable you to get more done in less time. problems together, and bring the world a little closer. Together. That’s the human Core Brand elements network eﬀect. Cross ¥edia Alication — Tograh ohisticated. ƒlaful. Clean. Želightful. ¥odern. ‹egibilit ON-SCREEN LETTER SPACE ‰nšscreen te is often lettersaced •riendl. Current. ore loosel than te in rint in order to irove legibilit. Cisco Spectrum Intelligence Solution — table Create a uller more productive meeting experience using Cisco WebEx™ Audio wit your Cisco WebEx solutions. ˆae advantage o coices tat include oI traditional pone conerence and audio broadcast. Tograh •unctionalit Choose the right integrated audio options for your needs. Improve business eﬃciency using WebEx Audio to connect up to 500 attendees per meeting. Set up your session wit easytouse pone options including global callbac services. r eep your ƒlaful. pone lines ree wile you save money wit integrated oice over I € oI‚—rom any ‹egibilit computer worldwide. „eliver audio to tousands o participants in onetomany events using Cisco WebEx Event Center wit WebEx Audio …roadcast. †et WebEx Audio services or a single montly ee. ‡eep your meetings private and productive. †ain better control over your meetings. Clean. Identiy wic meeting attendee is speaing wit Active ˆaler indicators. ‰anage call activity wit line muting te ability to add attendees easily and more. „etermine wo attends and wo doesn’t using attendance controls participant lists and meeting locouts. Improve eﬃciency Cisco Uniﬁed Wireless Network using a uniﬁed meeting solution. Želightful. Connect Your Employees to Ž resentation „ Cisco Conﬁdential ©’0“0 Cisco Systems Inc. All rigts reserved Suppliers and Customers, and Your Business to the World. — Lorem ipsum dolor sit amet, consectetur adipiscin elit. n olutpat odio uis diam mattis tristiue a itae est. ellentesue neue risus, iaculis id euiat id, adipiscin eu elis. auris ierra tincidunt nih el conallis. aecenas in tellus el sem iaculis sodales. hasellus sit amet elit ac nulla arius tempus id eet risus. Nulla molestie olutpat liula in COLOR AND TYPE pulinar. Nulla acilisi. Cum sociis natoue penatius et manis dis parturient montes, nascetur ridiculus mus. Think of blocks of te as having aecenas sed nisl eet mi conue iendum mattis a dolor. aecenas ehicula laoreet dolor nec ierra. €estiulum Cisco Small ante ipsum primis in aucius orci luctus et ultrices posuere Connect Your Employees to cuilia Curae‚ hasellus ullamcorper placerat tempor. a color value—look at te with an ellentesue aucius enim id enim auctor pulinar. ƒonec Business Solutions. Suppliers and Customers, and iendum saittis nisi uis euismod. Sed aliuam mattis aliuet. Etiam el elis elit, uis ulputate nunc. echnoloy you can trust. ee toward color contrast balance Your Business to the World. roin at tincidunt „usto. Lorem ipsum dolor sit amet, consectetur adipiscin elit. n olutpat odio uis diam mattis and teture. tristiue a itae est. ellentesue neue risus, iaculis id When it comes to the technoloy that keeps your CLEAR SPACE euiat id, adipiscin eu elis. auris ierra tincidunt nih el conallis. aecenas in tellus el sem iaculis sodales. employees, suppliers, and customers securely hasellus sit amet elit ac nulla arius tempus id eet risus. connected, it has to work. Cisco Small Business Nulla molestie olutpat liula in pulinar. Nulla acilisi. Cum Te should be eas to read and Solutions provide the networkin and communica SENTENCE OR TITLE CASE ONLY For a small business like yours to communicate leasing to look at in laout. ’se clear tions technoloy you need, with the reliability, eﬀectively with suppliers and customers in today’s security and perormance you eƒpect rom Cisco. ‰ur reference is sentence and title Connect Now. he portolio oﬀers a broad rane o small business competitive business environment, you need ready sace as contet—te should not be products that can enable you to et more done in casing onl. Avoid using all cas to Lorem ipsum dolor sit amet, consectetur adipiscin less time. elit. n olutpat odio uis diam mattis tristiue a itae access to inormation, updated in real time. With the crowded. est. ellentesue neue risus, iaculis id euiat id, kee tograh Cisco branded. riht solution, your business can collaborate more adipiscin eu elis. auris ierra tincidunt nih el conallis. aecenas in tellus el sem iaculis sodales. hasellus sit amet elit ac nulla arius eﬀectively and problemsolve like never beore. tempus id eet risus. Nulla molestie olutpat liula in pulinar. Nulla acilisi. Cum sociis natoue he Cisco® Smart Business Communications penatius et manis dis parturient montes, nascetur System SBCS is an allinone networkin and communications solution that will enable you to do €ust that. ‚nd it includes the peace o mind that comes with support rom the worldwide leader in © 1992-2009 Cisco Systems, Inc. networkin and communications. ‡‡ The Cisco Brand / Cisco Brand dentit ste Cisco Small The Cisco SBCS delivers beneﬁts such as: Business Solutions. • Improved communication among • uic adaptation to maret echnoloy you can trust. employees, customers, and vendors changes and increased productivity for better collaboration—and When it comes to the technoloy that keeps your happier customers• highly secure richmedia employees, suppliers, and customers securely e perience delivered across • aster response to customer needs, any or space connected, it has to work. Cisco Small Business because employees can communi Solutions provide the networkin and communica cate ith each other and access • €oer operational and maintenance tions technoloy you need, with the reliability, your netor from anyhere costs, at a price that ﬁts a small security and perormance you eƒpect rom Cisco. business budget, supported by the • return on your technology most attractive ﬁnancing options he portolio oﬀers a broad rane o small business investment as your business be products that can enable you to et more done in comes more eﬃcient and competitive less time.

4. Icon Principles Cisco’s icons enable users to navigate tasks and ideas with intuition seed and ease. ile and friendl Cisco’s icons work e—uall well both as tools and as eressions of our brand. hether ictograhic or hotorealistic al icons to irove usabilit and universalit or to signif ease and accessibilit. ‡€ The Cisco Brand / Cisco Brand dentit ste

Core Brand elements cons ƒictogra / ƒhotorealistic / Ževice cons Cisco’s icons are eant to be read at PICToGraPHIC a glance. Two stles ictograhic and hotorealistic are sulied so ou have the fleibilit to delo the deending on the environent in which the will aear and the budget available. Ticall ictogra icons will be used on e—uient hardware dislas and instruction anuals but can be etended PHoToreaLISTIC to brand eressions. The hotorealistic icons are designed to huani›e our technolog. ’se the to add warth color and friendliness. CISCO ICON LIBRARY The icons shown on the right are a artial reresentation of Cisco’s ictograhic and hotorealistic icon libraries. earch through the colete Cisco icon libraries for a full range of iconic sbols and deVICe IConS eressions. ‡ˆ The Cisco Brand / Cisco Brand dentit ste

Core Brand elements cons con …leents cale Compatible Extensions Program Clear ace Color ’sage 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 cale can change the ersonalit of an icon. Bold confident and witt To reserve the integrit and visual iact of an icon alwas aintain ’sed wisel color and gradients can bring diension and energ to large icons can tell a sile and direct stor. Œroued in collections or a roer aount of clear sace around it. The clear sace around an ictogras. To create balance and reinforce Cisco’s core alette be aired with te or logo sall icons can tell an different stories. icon is an integral art of its design and ensures the icon can be seen sure to air colored icons with a gra coonent—for eale a tet Ÿowever ou use icons alwas kee a good balance of si›e ratio —uickl and understood easil. label with the Cisco logo. alignent and sacing. ‡‘ The Cisco Brand / Cisco Brand dentit ste

Core Brand elements cons Cross ¥edia Alication / ƒictogra Cisco United Wireless Network COLOR hen aroriate infuse color into ictogras to create diension and energ. ƒair colored ictogras with a gra coonent to create balance. Cisco Spectrum Intelligence Cisco Spectrum Solution Brochure Intelligence Solution Brochure Cisco Small Cisco Small Business Solutions. Business 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 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, MORE OR LESS security and performance you epect from Cisco. security and performance you epect from Cisco. The portfolio oﬀers a broad range of small business The portfolio oﬀers a broad range of small business ingular or ultiles use an icon to tell products that can enable you to get more done. products that can enable you to get more done. one stor or grou the to tell various stories. Alwas kee a good ratio of icon si›e and sace. PICTOGRAM INSPIRATION Cisco’s librar of ictogras are ICON LOCK-UPS develoed with the logo in ind. ƒair icons with words to create clever All eleents reference the grahic lockšus and headers. stle of the Cisco ark—fro the rounded ends of the Cisco bars to the corners of the Cisco logote. ‡Š The Cisco Brand / Cisco Brand dentit ste

Core Brand elements cons Cross ¥edia Alication / ƒhotorealistic and Ževice cons isco Uniﬁed ireless “etwor. he isco elepresence perience Multimedia Assignment Motivates Student to Succeed Cisco Spectrum Intelligence Steven €ale‚ a bright but unmotivated student‚ was ƒuietly singing a rap tune when he overheard his teacher mention something about a multimedia assignment. his caught Solution Brochure his attention and he tuned bac in to discover that she wanted the students to create videos about historical events or heroes. €ale immediately thought about the internment of „apanese…†mericans during orld ar II‚ as that was a topic of interest to him. he high school junior from Moss ‡oint‚ Mississippi‚ enthusiastically began researching ICON WITH TEXT the „apanese…†merican internment for this project‚ using Internet search engines to ƒair icons with words to create clever locate images‚ boos‚ and articles. ees later‚ he had assembled a video collage set to “‰enji‚” a rap song written and performed by Mie Shinoda‚ a member of the stateents and headers. bands ‹ort Minor and Œinin ‡ar. he song is about the conﬁnement of Shinoda’s grandfather at the „apanese…†merican internment camp in Man’anar‚ alifornia. “I was really ecited to do a project featuring Shinoda’s music‚” says €ale. “†nd the topic was relevant to what was happening at the time. Shortly after the Iraƒ war started‚ I heard stories about †mericans of †rabic descent being stopped and searched in airports‚ and ignorant people saying we should just blow them all up‚” he eplains. “My girlfriend is Cisco Uniﬁed IP Compatible Extensions Program Meican‚ and the majority of the students in my school are †frican…†merican. So these Compatible Extensions Program recent events both seemed very relevant and bothered me‚ and helped me relate to the Phone Portfolio. plight of „apanese…†mericans during the war.” Technology you Highlights: can trust. Simpliﬁed Service International Service Customized Service Use just one convenient Meet with attendees— et a ﬂeible pacage 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 • isco eb Meeting Improve meeting productivity meetings by controlling • isco eb vent using easy audio settings attendance. • isco eb raining and management tools. • Cisco eb Support Cisco Small Business Solutions. Technology you can trust. 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, security and performance you epect from Cisco. The portfolio oﬀers a broad range of small business © 20•0 isco Systems‚ Inc. †ll rights reserved. ‡age • products that can enable you to get more done in 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 epect from Cisco. security and performance you epect 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 singularl or in ultiles to tell one or several stories. Alwas kee a good ratio of icon si›e Cisco Small COLOR Cisco Spectrum and sace. Business Solutions. Because hotorealistic icons are ntelligence alread rich with color and deth Technology you can trust. the are best used against white ICON WITH CISCO LOGO Solution Brochure hen aroriate using an icon alone backgrounds. Ÿowever soe icons or air it with the Cisco logo to serve as When it comes to the technology that keeps your can work against lightšcolored or employees, suppliers, and customers securely gra gradient backgrounds. a creative signature. connected, it has to work. Cisco Small Business Solutions provide the networking and communica- tions technology you need, with the reliability, security and performance you epect from Cisco. The portfolio oﬀers a broad range of small business products that can enable you to get more done in less time. ‡„ The Cisco Brand / Cisco Brand dentit ste

». Treatment Principles ƒerfection is in the details. ’nderling all Cisco brand eressions is a detailed wellšordered sste of treatents. This unified sste of treatents defines the Cisco eerience. ’se accents and effects as coleentar devices to elevate the ordinar or to accentuate for and function. •or best results kee it clean and sile. ‡† The Cisco Brand / Cisco Brand dentit ste

Brand expressions Treatents Treatent Attributes Corner ¬adius urface and ¥aterials Ževices and …ffects ‡ iels ‘ iels SurFaCe BuTTonS TranSParenCY Content ƒanes“ 100£ ‰a—ue hite Buttons Content ƒanes °ˆ0 or under± ‰verla“ ‡ iels Šˆ£ ‰a—ue Black S S ‚ ‚ T Cisco Small T Cisco Small ‚ ‚ S S ¢ested ƒanes droP SHadoW 90˚ S Business Solutions. S Business Solutions. S S € € S Technology you can trust. S Technology you can trust. B B When it comes to the technology that keeps your When it comes to the technology that keeps your vector “ 1/„§ š 1/€§ S S 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- droP SHadoW 4»˚ Cisco Small ications technology you need, with the reliability, ications technology you need, with the reliability, Business Solutions. security and performance you epect from Cisco. security and performance you epect from Cisco. 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. ntegral eleents in Cisco’s interface and collateral corner radii ake ƒredoinantl used in eb and digital alications uni—ue surfaces and Transarencies and overlas reveal laers of inforation and teture buttons content anes and enus ore aroachable to our endšusers. aterials can be used to enhance the user eerience. hichever surface while dro shadows lift eleents fro a flat surface. ’se these To build a branded —ualit to corner radii it is iortant to kee all corner or aterial ou choose—glass etal gels or satin finishes be sure to use treatents and effects to add deth and diension in digital or rint radii the sae roortion relationshi. žee corner radius si›ing consistent those that are ost aroriate for our audience. Žon’t let the surface and edia. But use these effects with subtlet so the don’t overower b following the rules above. As scale changes be sure to ad¨ust the corner aterials overwhel our essage˜ use the saringl and tastefull. the focal oint of our sub¨ect. radius ratio accordingl. €0 The Cisco Brand / Cisco Brand dentit ste

Brand expressions Cross ¥edia Alication / Theatic …ression Treatents Cisco Uniﬁed Wireless Network Cisco Spectrum Intelligence Solution Simpliﬁes Detection Brochure Cisco Spectrum Intelligence Solution CORNER RADII ’se Cisco standardi›ed corner radii to ake buttons content anes and enus ore aroachable to our endšusers. Connect Your Employees to Cisco Small Suppliers and Customers, and Business Solutions. Your Business to the World. echnoloy you can trust. When it comes to the technoloy that keeps your employees, suppliers, and customers securely connected, it has to work. Cisco Small Business Solutions provide the networkin and communica For a small business like yours to communicate tions technoloy you need, with the reliability, eﬀectively with suppliers and customers in today’s security and perormance you eƒpect rom Cisco. he portolio oﬀers a broad rane o small business competitive business environment, you need ready products that can enable you to et more done in access to inormation, updated in real time. With the less time. riht solution, your business can collaborate more eﬀectively and problemsolve like never beore. he Cisco® Smart Business Communications System SBCS is an allinone networkin and communications solution that will enable you to do €ust that. ‚nd it includes the peace o mind that comes with support rom the worldwide leader in networkin and communications. Cisco Small The Cisco SBCS delivers beneﬁts such as: Business Solutions. SURFACES AND FINISHES • Improved communication among • uic adaptation to maret echnoloy you can trust. employees, customers, and vendors changes and increased productivity Connect Your Employees to for better collaboration—and Cisco Small When it comes to the technoloy that keeps your ’ni—ue surfaces and aterials can be happier customers • highly secure richmedia Business Solutions. employees, suppliers, and customers securely Suppliers and Customers, and e perience delivered across Your Business to the World. • aster response to customer needs, any or space echnoloy you can trust. connected, it has to work. Cisco Small Business because employees can communi used to enhance buttons navigation Solutions provide the networkin and communica cate ith each other and access When it comes to the technoloy that keeps your • €oer operational and maintenance tions technoloy you need, with the reliability, your netor from anyhere employees, suppliers, and customers securely costs, at a price that ﬁts a small New Ways connected, it has to work. Cisco Small Business security and perormance you eƒpect rom Cisco. business budget, supported by the bars and the overall user eerience. Solutions provide the networkin and communica he portolio oﬀers a broad rane o small business For a small business like yours to communicate • return on your technology most attractive ﬁnancing options to Thrive investment as your business be tions technoloy you need, with the reliability, products that can enable you to et more done in eﬀectively with suppliers and customers in today’s comes more eﬃcient and competitive security and perormance you eƒpect rom Cisco. Now is the time to work together, he portolio oﬀers a broad rane o small business less time. competitive business environment, you need ready products that can enable you to et more done in solve problems together, and less time. access to inormation, updated in real time. With the riht solution, your business can collaborate more bring the world a little closer. eﬀectively and problemsolve like never beore. Together. he Cisco® Smart Business Communications System SBCS is an allinone networkin and communications solution that will enable you to do €ust that. ‚nd it includes the peace o mind that comes with support rom the worldwide leader in DROP SHADOWS networkin and communications. Žro shadows lift eleents fro a flat Cisco Small Business Solutions. The Cisco SBCS delivers beneﬁts such as: echnoloy you can trust. surface and add deth and diension • Improved communication among • uic adaptation to maret employees, customers, and vendors changes and increased productivity for better collaboration—and When it comes to the technoloy that keeps your in digital or rint edia. happier customers • highly secure richmedia employees, suppliers, and customers securely e perience delivered across connected, it has to work. Cisco Small Business • aster response to customer needs, any or space because employees can communi Solutions provide the networkin and communica cate ith each other and access • €oer operational and maintenance tions technoloy you need, with the reliability, your netor from anyhere costs, at a price that ﬁts a small security and perormance you eƒpect rom Cisco. business budget, supported by the he portolio oﬀers a broad rane o small business • return on your technology most attractive ﬁnancing options investment as your business be products that can enable you to et more done in comes more eﬃcient and competitive less time. €1 The Cisco Brand / Cisco Brand dentit ste

6. Gradient Principles ntensif our color with diension and deth. Create soft gradients with subtle tonal variations or dnaic gradients with strong chroatic shifts. Build gradients to evoke otion vibranc and energ— signaling flow convergence and connectivit. A celebration of color rich gradients invigorate the Cisco brand. €2 The Cisco Brand / Cisco Brand dentit ste

Brand expressions Œradients Œradient ƒalettes e’ve taken the sae shared ssteatic duoTone GradIenT duoTone GradIenT aroach to color and etended it to the creation of gradients. Œradients ehasi›e energ deth and vibranc. ’sed in con¨unction with the Cisco color sste the gradients we’ve sulied here can add diension in alost an alication—fro ackaging to our logo fro tograh to tradeshow banners. B choosing wisel fro duotone or tritone treatents ou can create a range TrITone GradIenT TrITone GradIenT of eressions—fro cal to energetic— sil b increasing the intensit of the gradient. DUOTONE GRADIENTS Žuotone gradients can create a shift between tonal values within a single hue or between two closel analogous hues. t is not recoended to build duotones with coleentar hues or hues that are farther aart fro one another. TRITONE GRADIENTS To create a richer gradient tritones can be used to enhance a duotone with greater value between endoints or to solidif a draatic shift between contrasting hues that are ore coleentar than analogous. €‡ The Cisco Brand / Cisco Brand dentit ste

Brand expressions Œradients Building Œradients ƒicking Colors Building Žuotones Building Tritones base analogous base analogousbase analogous 1 1 2 4 1 1 2 1 1 1 1 2 2 4 4 1 1 1 1 2 2 organize light to dark organize light torganize light to dark o dark 2 2 4 1 2 3 4 5 2 2 2 2 4 4 1 21 32 43 54 5 gradient angle gradient anglegradient angle -45˚ -45˚ -45˚ 2 2 3 2 3 4 3 4 5 4 5 5 3 4 5 3 3 4 4 5 5 Œradients can be built fro an color. orking fro the rovided ‰nce ou’ve chosen our colors ou can then build our duotone. hen duotones are not dnaic enough ou can build tritone color alettes choose a alette that best suits our intended urose. Test various color configurations to find haronious or dnaic gradients. Tritones ield a richer value between endoints—whether ‰rgani›e tonal values fro light to dark to find haronious airings. shifts between contrasting analogous hues or subtle gradations ou ove three stes tonall within siilar hues or san three …nhance linear gradients with oveent and fluidit b adding a between tonal values within one hue. Ževeloing a good ractice contrasting hues within one gradient. Tritones elevate duotones -€ˆ degree directional angle to our gradient. of contrast and coarison between gradients will strengthen our with ore vibranc densit and oveent. gradient eression. €€ The Cisco Brand / Cisco Brand dentit ste

Brand expressions Œradients Œradient ƒalettes duoTone GradIenTS TrITone GradIenTS warm cool warm cool €ˆ The Cisco Brand / Cisco Brand dentit ste

Brand expressions Œradients Cross ¥edia Alication „ptimi…e meetings using integrated Connect Your Employees to Cisco eb €udio. Schedule easily Cisco Spectrum Suppliers and Customers, and and join from computer or phone. ƒntellience Your Business to the World. Solution Brochure Cisco eb €udio Wh Cisco Web Audio: For a small business like yours to communicate Highlights: eﬀectively with suppliers and customers in today’s Simpliﬁed Service competitive business environment, you need ready Use just one convenient provider for all your integrated audio and access to inormation, updated in real time. With the Cisco United web meetings. Audio Control and Management riht solution, your business can collaborate more Wireless Network Improve meeting productivity using easy audio settings and eﬀectively and problemsolve like never beore. management tools. he Cisco® Smart Business Communications International Service Meet with attendees—by phone or computer—in more System SBCS is an allinone networkin and Choose the right integrated audio options for our needs than 200 countries. communications solution that will enable you to Improve business efﬁciency using eb €udio to connect up to ‡00 attendees per Audio Access Safeguards meeting. Set up your session with easyˆtoˆuse phone options including glob al Secure integrated audio meetings do €ust that. ‚nd it includes the peace o mind that callbac services. „r eep your phone lines free while you save money with integrated by controlling attendance. ‰oice over I‚ Š‰oI‚‹—from any computer worldwide. Œeliver audio to thousands of comes with support rom the worldwide leader in participants in oneˆtoˆmany events using Cisco eb vent Center with eb €udio Customized Service Žroadcast. et eb €udio services for a single monthly fee. et a ﬂeible pacage and your choice of integrated audio options networkin and communications. eep our meetings private and productive for each session. ain better control over your meetings. Identify which meeting attendee is speaing Compatible with: with €ctive aler indicators. Manage call activity with line muting the ability to add • Cisco ebEx Meeting Center attendees easily and more. Œetermine who attends and who doesn’t using attendance • Cisco eb vent Center controls participant lists and meeting locouts. • Cisco eb raining Center • Cisco ebEx Support Center GRADIENT IN TYPOGRAPHY AND LOGO Improve eﬃcienc using a uniﬁed meeting solution rust eb €udio for all your audio services. „ﬀer hosts and attendees a single poin t nfuse gradients across words hrases he Cisco Eﬀect of entry to each web meeting. “o more separate phone calls to add audio. „ne invit e The Cisco SBCS delivers beneﬁts such as: one login. Count on eb €udio to handle all your support needs too. liminat e or aragrahs. hen aroriate infuse • Improved communication among • uic adaptation to maret spending for numerous—even overlapping—services from multiple vendors. gradients into the Cisco logo to create GRADIENTS WITH ICONS Save the time you would have spent reconciling the related bills each month. employees, customers, and vendors changes and increased productivity otion or dnais. for better collaboration—and Add gradients into ictogras to happier customers • highly secure richmedia create diension and energ or use e perience delivered across • aster response to customer needs, any or space GRADIENT IN BACKGROUNDS AND GRAPHICS gradients as backgrounds behind because employees can communi cate ith each other and access • €oer operational and maintenance hen balanced with white sace your netor from anyhere onochroatic hotorealistic icons. costs, at a price that ﬁts a small © 2010 Cisco Systems Inc. €ll rights reserved. ‚age ƒ business budget, supported by the gradient backgrounds create deth and • return on your technology most attractive ﬁnancing options richness. …levate grahic eressions b investment as your business be comes more eﬃcient and competitive integrating gradients within. €‘ The Cisco Brand / Cisco Brand dentit ste

7. Graphic Principles Activating the vertical bars within the Cisco logo brings a heightened grahic energ to the Cisco brand. hether ou ove cobine or integrate the fors ou can counicate a wide range of visuall dnaic —ualities. ‹oud or soft each eression is alicable across ever asect of the Cisco brand. €Š The Cisco Brand / Cisco Brand dentit ste

Brand expressions Œrahics Œrahic …leents To give life to the eression of the GraPHIC 1: moVemenT GraPHIC 2: ComBIned GraPHIC 3: InTeGraTed Cisco brand we’ve created a series of grahic bars that subtl reference the bars that ake u the Cisco logo. These bars infused with color should be used verticall to suggest dnais energ uward oveent rogress and the flow of inforation. Cobined with iager and te the create a livel eression for the brand. There are three variations of this grahic device which can then be etended and evolved further. GRAPHIC ›œ MOVEMENT ignaling flow and eansion this sile grahic variation oves the bars in a vertical ath—a fun and dnaic interretation of inforation flowing through our network. GRAPHIC —œ COMBINED Cobining the bars together this laful variation signals connectivit collaboration and togetherness. Bold contrasting colors ake this variation energetic and engaging. GRAPHIC ˜œ INTEGRATED •using the bars together with an ebedded gradient ields et another distinctive eression that suggests convergence and consolidation. €„ The Cisco Brand / Cisco Brand dentit ste

Brand expressions Œrahics Œrahic …leents ‹ogo ¬eference ¥ove or Cobine ntegrate Žerived fro the Cisco logo this new grahic eression as hoage To create a sense of energ and deth scale the vertical length of each To convert the grahic eression into a single integrated shae to Cisco’s heritage. B sil activating the bars—oving and scaling the bar to etend or contract it. To add sace and balance ove the bars convert the shae into a single coound ath and fill with a gradient. bars verticall—ou can transfor the ark into a new dnaic for that aart. To add intensit and iact ultil overla and cobine bars. ’se this grahic for against white sace or infused within a gradient conves a strong sense of oveent energ and deth. Ÿowever ou eress it be sure to aintain a good sense of balance and background. Create additional deth b ultiling laers of Cisco bar contrast. f ou aintain e—ual thickness the tetural atterns are easier fors above. ¡ou a use a coound ath to ask an iage as well. to read as grahic eleents fro the Cisco logo. …erient as there are an otions. €† The Cisco Brand / Cisco Brand dentit ste

Brand expressions Œrahics Œrahic 1 ¥ove cale and ‰verla ‚ariant ile and flat. This version of the grahic eression should alwas ƒla with scale. ith an grahic eression laing with scale will ’sing the sae fors and connecting the at each circular node aear flat in a vertical direction. Ÿowever it is ossible for it to travel change its ersonalit—enabling ou to cobine whis with boldness creates et another variation. B ivoting the fors like the hands along a threešdiensional lane. hile keeing the grahic itself flat and confidence. ‰verla fors and colors to create deth and contrast. of a clock ou can etend this grahic device into charts and oving it fro foreground to background on diensional lanes Balance bold colors with vivid highlights and neutral gras to kee the grahs. ’ni—ue to the Cisco brand this grahic eression offers introduces an additional range of creative otential. ’se the grahic eression engaging but not overowering. The densit of eleents endless ossibilities. eleents as oa—ue transarent or ied. a deend on our laout concet interaction between hotos te tetures and/or gradients. ˆ0 The Cisco Brand / Cisco Brand dentit ste

Brand expressions Œrahics Œrahic 2 Cobine cale and •ill …bed Cobine and contrast. hen cobining the fors together for this Ÿere again sil laing with scale is a owerful wa to transfor the ’sing the sae logic and eecution as scaling and filling ou can grahic variation a rich bold i of contrasting colors is essential. eression. ¯ooing into the grahic eonentiall ields a fresh new ebed the grahic as a attern into iconic shaes or tograh for ’se vibrant colors ied with gradients and lighter tones. Anchor look—where the focal oint becoes color and attern. The Cisco bars infinite variations of this grahic eression. hen doing this be sure the grahic with dee gras. ¡ou can use the full sectru of color are still evident but becoe a secondar eleent. At this scale cro to kee our color and treatent consistent so that each variation still here but se—uence contrasting color values in coleentar fashion and fill into different areas to create rich dnaic backgrounds. connects visuall with the Cisco brand. instead of creating an obvious rainbow. ˆ1 The Cisco Brand / Cisco Brand dentit ste

Brand expressions Œrahics Œrahic ‡ ntegrate cale and •ill …bed •or as icon. ¡ou can ebed a gradient or teture into the for in Ÿere again sil laing with scale is a owerful wa to transfor the ’sing the sae logic and eecution as scaling and filling ou can the sae wa ou incororate a grahic into a shae. This will fuse eression. ¯ooing into the grahic eonentiall ields a fresh new ebed the grahic as a attern into iconic shaes or tograh the for into an iconic ob¨ect ou can use on its own or i with look—where the focal oint becoes color and attern. The Cisco bars for infinite variations of this grahic eression. hen doing this siilar gradient backgrounds to create tetures or atterns. are still evident but becoe a secondar eleent. At this scale cro be sure to kee our color and treatent consistent so that each and fill into different areas to create rich dnaic backgrounds. variation still connects visuall with the Cisco brand. ˆ2 The Cisco Brand / Cisco Brand dentit ste

Brand expressions Œrahics Cross ¥edia Alication Cisco Uniﬁed Wireless Network Cisco Spectrum Intelligence Solution Simpliﬁes Detection Brochure Cisco ”iﬁe€ Wireƒess ’etwork Cisco ”iﬁe€ Wireƒess ’etwork “or Cisco ”iﬁe€ Wireƒess ’etwork Smaƒƒ Cisco niﬁed Wireless etwork Cisco niﬁed Wireless etwork Busiess Cisco Spectrum ntelligence Solution Simpliﬁes etection Brochure Cisco Small Cisco Spectrum ntelligence Solution Simpliﬁes etection Brochure Coect –our Emƒoyees to Business Solutions. Suƒiers a€ Customers, a€ Technology you can trust. –our Busiess to the Worƒ€ When it comes to the technology that keeps your “or a smaƒƒ busiess ƒike yours to commuicate employees, suppliers, and customers securely eﬀectieƒy with suƒiers a€ customers i to€ay’s connected, it has to work. Cisco Small Business Solutions provide the networking and communica- cometitie busiess eiromet, you ee€ rea€y tions technology you need, with the reliability, security and performance you epect from Cisco. access to i…ormatio, u€ate€ i reaƒ time With the The portfolio oﬀers a broad range of small business Make Decisions Fast, products that can enable you to get more done in Innovate Faster. ri ht soƒutio, your busiess ca coƒƒaborate more less time. ’ew Ways to Œhrie eﬀectieƒy a€ robƒem-soƒe ƒike eer be…ore Œhe Cisco® Smart Busiess Commuicatios Cisco ”iﬁe€ Wireƒess ’etwork System ‡SBCSˆ is a aƒƒ-i-oe etworki a€ commuicatios soƒutio that wiƒƒ eabƒe you to €o ˜ust that € it icƒu€es the eace o… mi€ that Choose the right integrated audio options for your needs. Connect NoConnect Noww.. Cisco Capital Monthl comes with suort …rom the worƒ€wi€e ƒea€er i mroe busiess eﬃciecy usi WebEx u€io to coect u to ‚00 LLoorreemm iippssuumm ddoolloorr ssiitt aammeett,, ccoonnsseecctteettuurr aaddiippiisscciinngg eelliitt.. IInn atecard etworki a€ commuicatios atte€ees er meeti Set u your sessio with easy-to-use hoe Clic here to download otios, icƒu€i ƒobaƒ caƒƒback serices „r kee your hoe ƒies vvoolluuttppaatt ooddiioo qquuiiss ddiiaamm mmaattttiiss ttrriissttiiqquuee aa vviittaaee eesstt.. PPeelllleenntteessqquuee nneeqquuee rriissuuss,, iiaaccuulliiss iidd ffeeuuggiiaatt iidd,, aaddiippiisscciinngg eeuu ffeelliiss.. MMaauurriiss …ree whiƒe you sae moey with ite rate€ Voice oer † ‡Vo†ˆ—…rom Cisco urbo Card Connect Your Employees to Cisco Small vviivveerrrraa ttiinncciidduunntt nniibbhh vveell ccoonnvvaalllliiss.. MMaaeecceennaass iinn tteelllluuss vveell sseemm ay comuter worƒ€wi€e Šeƒier au€io to thousa€s o… articiats i Clic here to download Business Solutions. iiaaccuulliiss ssooddaalleess.. PPhhaasseelllluuss ssiitt aammeett eelliitt aacc nnuullllaa vvaarriiuuss tteemmppuuss iidd Suppliers and Customers, and oe-to-may eets usi Cisco WebEx Eet Ceter with WebEx echnoloy you can trust. eeggeett rriissuuss.. NNuullllaa mmoolleessttiiee vvoolluuttppaatt lliigguullaa iinn ppuullvviinnaarr.. NNuullllaa Your Business to the World. u€io Broa€cast ‹et WebEx u€io serices …or a si ƒe mothƒy …ee re ou registered When it comes to the technoloy that keeps your employees, suppliers, and customers securely egister now Keep your meetings private and productive. New Products and SolutionsNew Products and Solutions connected, it has to work. Cisco Small Business Solutions provide the networkin and communica For a small business like yours to communicate ‹ai better cotroƒ oer your meeti s €eti…y which meeti atte€ee tions technoloy you need, with the reliability, is seaki with ctie Œaƒker i€icators Maa e caƒƒ actiity with ƒie Lorem ipsum dolor sit amet, consectetur security and perormance you eƒpect rom Cisco. Lorem ipsum dolor sit amet, consectetur eﬀectively with suppliers and customers in today’s Book a WebEx he portolio oﬀers a broad rane o small business adipiscing elit. In volutpat odio quis diam mattis muti , the abiƒity to a€€ atte€ees easiƒy, a€ more Šetermie who adipiscing elit. In volutpat odio quis diam mattis with your SBMM competitive business environment, you need ready products that can enable you to et more done in atte€s a€ who €oes’t usi atte€ace cotroƒs, articiat ƒists, tristique a vitae est. Pellentesque neque risus, less time. tristique a vitae est. Pellentesque neque risus, access to inormation, updated in real time. With the a€ meeti ƒockouts iaculis id feugiat id, adipiscing eu felis. Mauris iaculis id feugiat id, adipiscing eu felis. Mauris riht solution, your business can collaborate more Visit the Cisco eﬀectively and problemsolve like never beore. Improve eﬃciency using a uniﬁed meeting solution. Lorem ipsum dolor sit amet, consectetur SMB website he Cisco® Smart Business Communications KEEP IT SIMPLE Lorem ipsum dolor sit amet, consectetur Œrust WebEx u€io …or aƒƒ your au€io serices „ﬀer hosts a€ adipiscing elit. In volutpat odio quis diam mattis System SBCS is an allinone networkin and adipiscing elit. In volutpat odio quis diam mattis atte€ees a si ƒe oit o… etry to each web meeti ’o more tristique a vitae est. Pellentesque neque risus, communications solution that will enable you to tristique a vitae est. 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Mauris Business Solutions. The Cisco SBCS delivers beneﬁts such as: echnoloy you can trust. • Improved communication among • uic adaptation to maret employees, customers, and vendors changes and increased productivity a sart and clean look and feel. New Products ut Now for better collaboration—and When it comes to the technoloy that keeps your happier customers • highly secure richmedia employees, suppliers, and customers securely ewards and Promotions e perience delivered across • aster response to customer needs, any or space connected, it has to work. Cisco Small Business Lorem ipsum dolor sit amet, consectetur adipiscing elit. In because employees can communi Solutions provide the networkin and communica cate ith each other and access • €oer operational and maintenance tions technoloy you need, with the reliability, your netor from anyhere costs, at a price that ﬁts a small volutpat odio quis diam mattis tristique a vitae est. Pellentesque © 1992-2009 Cisco Systems, c security and perormance you eƒpect rom Cisco. business budget, supported by the he portolio oﬀers a broad rane o small business neque risus, iaculis id feugiat id, adipiscing eu felis. Mauris • return on your technology most attractive ﬁnancing options investment as your business be products that can enable you to et more done in comes more eﬃcient and competitive INFUSING GRAPHICS less time. ¥i and overla grahics with color and hotograh to infuse and integrate eressions. ‰r use grahics as a backdro for content anels or te. INTEGRATING GRAPHICS To dial u eression bring color oveent and energ b integrating grahics into eb video collateral and ackaging. ˆ‡ The Cisco Brand / Cisco Brand dentit ste

8. Texture Principles Ÿigh touch is essential to build a highš tech brand. ntegrating tetures in static or otion grahics can create engaging eeriences that bring a richness to the surface. t’s an oortunit to blend art and technolog—cobining eleents of surrise and beaut with usabilit interface and the Cisco brand. ˆ€ The Cisco Brand / Cisco Brand dentit ste

Brand expressions Tetures Teture …leents To infuse backgrounds hotos grahics and interfaces with energ and otion we’ve rovided the current alette of tetures. ’se these eleents in backgrounds ebedded as art of our artwork or infused in hotograhs video or otion grahics to ake our counication even ore active and to lend a tactile —ualit to our work. The current alette of tetures is designed to evolve˜ over tie we’ll be adding ore backgrounds to our librar of tetures. STILL A series of different tetures is sulied for use in both still and otion. •or still each alette will feature ultile cro otions and various color was to give ou the fleibilit to create uni—ue solutions for a range of alications. MOTION ith otion each teture will be sulied with a secific range of aniations and color was. ˆˆ The Cisco Brand / Cisco Brand dentit ste

Brand expressions Tetures Teture Alication Background …bed nfuse Cisco Small Cisco Small Business Solutions. Business Solutions. Technology you can trust. Cisco Small Technology you can trust. Business Solutions. When it comes to the technology that keeps your When it comes to the technology that keeps your employees, employees, suppliers, and customers securely Cisco Small Business Solutions. suppliers, and customers securely connected, it has to work. Cisco Technology you can trust. connected, it has to work. Cisco Small Business Small Business Solutions provide the networking and communica- Solutions provide the networking and communica- Technology you can trust. tions technology you need, with the reliability, security and tions technology you need, with the reliability, performance you epect from Cisco. The portfolio oﬀers a broad When it comes to the technology that keeps your security and performance you epect from Cisco. When it comes to the technology that keeps your employees, range of small business products that can enable you to get more employees, suppliers, and customers securely The portfolio oﬀers a broad range of small business done in less time. connected, it has to work. Cisco Small Business products that can enable you to get more done in suppliers, and customers securely connected, it has to work. Cisco Solutions provide the networking and communica- less time. Small Business Solutions provide the networking and communica- tions technology you need, with the reliability, tions technology you need, with the reliability, security and security and performance you epect from Cisco. performance you epect from Cisco. The portfolio oﬀers a broad The portfolio oﬀers a broad range of small business range of small business products that can enable you to get more products that can enable you to get more done in done in less time. 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 that keeps your employees, that keeps your employees, suppliers, and customers securely suppliers, and customers securely connected, connected, Cisco Small Connect your employees to suppliers and it has to work. Cisco Small Business it has to work. Cisco Small Business Solutions provide the networking Solutions provide the networking customer, and your business to the world. and communications technology you and communications technology you need, with the reliability, security and need, with the reliability, security and performance you epect from Cisco. performance you epect from Cisco. Business Solutions. When it comes to the technologyWhen it comes to the technologyThe portfolio oﬀers a broad range of The portfolio oﬀers a broad range of that keeps your employees, that keeps your employees, Tetures are bold and dnaic. ’sed as a creative backdro for te iilar to ebedding grahics and gradients ebedding teture into ncororating a teture into hotograh will heighten its eotional suppliers, and customers securely suppliers, and customers securely connected,connected, Cisco Small Technology you it has to work. Cisco Small Business it has to work. Cisco Small Business grahics or roducts tetures effectivel create ood oveent te iconic shaes or grahic fors offers an etended range of creative ower. Creative and energetic a rich oveent of tetural color Solutions provide the networkingSolutions provide the networking and communications technology you and communications technology you need, with the reliability, security and need, with the reliability, security and can trust. performance you epect from Cisco. performance you epect from Cisco. Business Solutions. The portfolio oﬀers a broad range of The portfolio oﬀers a broad range of and atoshere. Tetures can be used to accentuate focal oints— otential. …bedded tetures enhance te and for with deth and infused into a hoto rovides a sense of fluidit and sealess integration. elevating secific content while causing others to recede. To kee oveent in both still and otion alications. •or best results al tetures to hotograhs that are coleentar Technology you grahics balanced and air tr not to i too an eleents together. in color tone and coosition. can trust. hen it coes to tetures less is ore. ˆ‘ The Cisco Brand / Cisco Brand dentit ste

Brand expressions Tetures Cross ¥edia Alication nnual eport With Cisco Uniﬁed Communications, you can talk to customers and access information anywhere in the workplace, enabling you nnual eport 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 youu New Ways to Thrive EMBEDDING TEXTURE Technology you can trust. Now is the time to to get more accomplished each and every day. work together, solve problems together, and bring the world a little closer. When it comes to the technology that keeps your Cisco Uniﬁed …bedding tetures enhance te and Together. employees, suppliers, and customers securely Wireless Network That’s the human connected, it has to work. Cisco Small Business network eﬀect. for with deth and oveent in both Solutions provide the networking and communications technology you need, with the reliability, security and performance you expect still and otion alications. from Cisco. The portfolio oﬀers a broad range of small business products that can enable you to get more done in less time. S N „ Cisco Uniﬁed I T Cisco Small ‚U „ S S S Business Solutions. ƒ N I Wireless Network S U B Technology you can trust. ‚ ‚ € Cisco Spectrum Intelligence Solution Simpliﬁes Detection Brochure S When it comes to the technology that keeps your employees suppliers and customers securely connected it has to work. Cisco Small Business Solutions proide the networking and commun ications technology you need with the reliaility security and perormance you epect rom Cisco. The portolio oﬀers a road range o small usiness products that can enale you to get more done. Cisco Small Business Solutions. S€‚‚ BUSINƒSS S„‚UTI„NS Technology you can trust. Connect …our ƒmployees to Suppliers and Customers and …our Business to the World. When it comes to the technology that keeps your employees, suppliers, and customers securely The Cisco SBCS delivers beneﬁts such as: connected, it has to work. Cisco Small Business • Improved communication among • uic adaptation to maret employees, customers, and vendors changes and increased productivity Solutions provide the networking and for better collaboration—and happier customers • highly secure richmedia e perience delivered across communications technology you need, with the • aster response to customer needs, any or space because employees can communi cate ith each other and access • €oer operational and maintenance reliability, security and performance you expect your netor from anyhere costs, at a price that ﬁts a small business budget, supported by the • 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. New Ways to Thrive Now is the time to work together, solve problems together, TEXTURE BACKGROUND and bring the world a ’se teture as creative backdros little closer. Cisco Uniﬁed for te grahics or roducts to Together. dnaicall create ood oveent Wireless Network and atoshere. That’s the human network eﬀect. INFUSING TEXTURE nfuse i and overla tetures within hotograh to enhance with color and heighten its eotional ower. ˆŠ The Cisco Brand / Cisco Brand dentit ste

9. Imagery Principles A icture is worth a thousand words. till or otion Cisco iager should deict real eole in real situations in real environents. ¢ever contrived trite or clichéd Cisco iager ebodies a hoto¨ournalistic ee to cature ure oents in the lives of eole and their interactions with one another. ˆ„ The Cisco Brand / Cisco Brand dentit ste

Brand Imagery ager ‹ifestle At Cisco we shoot our own hotograh and aintain an etensive iage librar. o no atter what te of iage ou need whether it’s lifestle ortraiture roduct beaut shot environental or technolog interaction ou should be able to find the visual assets ou are looking for. e elo different caeras lighting and lenses to etend our range and kee iager fresh huan and inviting. Throughout our ai is to conve a hoto¨ournalistic aroach create a true sense of lace and deict realšlife interaction between eole and technolog. STILL ž MOTION To etend our brand identit into still hotograh video and otion grahics consistenc is ke. B aintaining the sae aroach to color lighting ood and realistic sub¨ect atter we can suort the Cisco brand and create an iediatel recogni›able look for Cisco lifestle iager. ˆ† The Cisco Brand / Cisco Brand dentit ste

Brand Imagery ager …nvironent tand back to show scale. …nvironental iager for Cisco should share the sae —ualities of lifestle iager onl oened u to cature a larger sense of lace. ¢o atter what ou are shooting—a street scene bursting with otion a citscae full of eole or a serene shot of eole in a landscae never lose sight of the Cisco roise“ we bring eole together b reoving the barriers to counication. STILL ž MOTION To effectivel counicate the Cisco brand using iager with environent it is iortant to aintain a consistent aroach to lighting color sub¨ect coosition and ood. hen shooting iager with environent a strong focal oint within a landscae can rovide contet and a oint of view. ‘0 The Cisco Brand / Cisco Brand dentit ste

Brand Imagery ager ƒroduct ¥ake the roduct the hero. hoot tight and cro close to increase a sense of draa. ’se lighting to accentuate diension and detail shadows and highlights. ƒroduct hotograh should alwas be clear and engaging while ehasi›ing the high —ualit of Cisco roducts. STILL ž MOTION ƒroduct iager should conve a reiu look with dnaic vivid contrast and sharness in the details. To aintain the consistenc of the Cisco brand in roduct iager lighting should be brilliant and defining focus should be shar and cris and fraing should be tight to isolate ke details. •or best results shoot roduct iager with a redoinant onochroe cast. This allows aiu freedo to infuse iager with color and grahics later. ‘1 The Cisco Brand / Cisco Brand dentit ste

ection ‡“ Žesign Alication The Cisco Brand

design application o how do ou al these brand eleents in the real world of Cisco counications” •irst know our audience. econd sta fleible. Third be insired. The following eales deonstrate the fleibilit of how the Cisco Brand dentit ste can accoodate draatic shifts in tone while still aintaining brand consistenc within the coan and across ever consuer touchoint. ‘‡ The Cisco Brand / Žesign Alication

design application Alication ’sing the Cisco Brand dentit ste Build consistency Templates vs. customization Calm vs. dynamic hen it coes to develoing a brand To hel ensure consistent counication The Cisco Brand dentit ste is voice for Cisco consistenc is ke. That of the Cisco brand we’ve designed a designed to suort a range of creative doesn’t ean everthing has to look the corehensive sste of telates. eression fro the cal to the dnaic. sae. ’sing the brand identit sste in These are built fro the ground u to As the following eales show ou a consistent anner will build credibilit ensure our aiu creative fleibilit can now infuse an resentation with for the brand seed recognition while still sharing the essential design recisel the right tone to suort the right differentiate us fro the coetition eleents that define the new Cisco Brand arketing essage for our audience. and ultiatel insire trust in our brand dentit ste. ¥edia telates include ¢o atter what eression ou choose— essage. As ou evolve the design rint video eb ages resentations fro cal to dnaic fro onochroe eleents of current design sstes and ore. ¡ou can use the “as is” or to rainbowšhued—our counications reeber that one of the cornerstones odif the to suit our needs. e’ve will be suorted b a foundation built on of a eorable brand eerience is our rovided a wide range of color alettes design integrit and —ualit. continued consistent eression of that can be custoi›ed to enhance an that brand. edia resentation. ‘€ The Cisco Brand / Žesign Alication

design application Alication ƒresentations Cal Žnaic Ta o€ t‚ƒ E„oƒt Ta o€ t‚ƒ E„oƒt Net Sales Net Income Net Sales Net Income NET SALES (DOLLARS IN BILLIONS) NET SALES (DOLLARS IN BILLIONS) FIGURE 2 FIGURE 2 NET SALES (DOLLARS IN BILLIONS) NET SALES (DOLLARS IN BILLIONS) Bƒttƒ accƒ to oato Eque porroviderum quo optatem. Itatur aut aut faccatatur Bƒttƒ accƒ to oato Eque porroviderum quo optatem. Itatur aut aut faccatatur 39.5 39.5 a… co†cato 39.5suntiberio. Optatur sequi coriati oﬃcabo. Equisin eceatem 39.5 a… co†cato suntiberio. Optatur sequi coriati oﬃcabo. Equisin eceatem esti beatemp eritatest, que peritiur sim rernamusam. esti beatemp eritatest, que peritiur sim rernamusam. 34.9 34.9 oer reenouse as emissions 34.9 34.9 28.5 28.5 28.5 FIGURE 2 28.5 oer reenouse as emissions FIGURE 2 24.8 24.8 Eque porroviderum quo optatem. Itatur aut aut faccatatur Eque porroviderum quo optatem. Itatur aut aut faccatatur 24.8 24.8 22.0 22.0 suntiberio. Optatur sequi coriati oﬃcabo. Equisin eceatem suntiberio. Optatur sequi coriati oﬃcabo. Equisin eceatem 22.0 22.0 Optimi ed public transit and trafﬁc ﬂo esti beatemp eritatest, que peritiur sim rernamusam. Optimi ed public transit and trafﬁc ﬂo esti beatemp eritatest, que peritiur sim rernamusam. FIGURE 2 FIGURE 2 Sustainable livin and orin Eque porroviderum quo optatem. Itatur aut aut faccatatur Sustainable livin and orin Eque porroviderum quo optatem. Itatur aut aut faccatatur suntiberio. Optatur sequi coriati oﬃcabo. Equisin eceatem suntiberio. Optatur sequi coriati oﬃcabo. Equisin eceatem 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 FISCAL YEAR 2006 2007 2008 2009 2010 FISCAL YEAR 2006 2007 2008 2009 2010 Economic rot Economic rot FIGURE 1 FIGURE 2 Improved real estate use and uman Eque porroviderum quo optatem. Itatur aut aut faccatatur Eque porroviderum quo optatem. Itatur aut aut faccatatur FIGURE 1 FIGURE 2 Improved real estate use and uman Eque porroviderum quo optatem. Itatur aut aut faccatatur Eque porroviderum quo optatem. Itatur aut aut faccatatur suntiberio. Optatur sequi coriati oﬃcabo. Equisin eceatem suntiberio. Optatur sequi coriati oﬃcabo. Equisin eceatem eperience eperience suntiberio. Optatur sequi coriati oﬃcabo. Equisin eceatem suntiberio. Optatur sequi coriati oﬃcabo. Equisin eceatem esti beatemp eritatest, que peritiur sim rernamusam. esti beatemp eritatest, que peritiur sim rernamusam. esti beatemp eritatest, que peritiur sim rernamusam. esti beatemp eritatest, que peritiur sim rernamusam. June 10, 2010 June 10, 2010 June 10, 2010 June 10, 2010 Net Sales Net Income FIGURE 1 Infrastructure FIGURE 1 Net Sales Net Income Infrastructure Eque porroviderum quo optatem. Itatur aut aut faccatatur Eque porroviderum quo optatem. Itatur aut aut faccatatur NET SALES (DOLLARS IN BILLIONS) NET SALES (DOLLARS IN BILLIONS) NET SALES (DOLLARS IN BILLIONS) Allocato NET SALES (DOLLARS IN BILLIONS) Allocato suntiberio. Optatur sequi coriati oﬃcabo. Equisin eceatem I at†ct†ƒ suntiberio. Optatur sequi coriati oﬃcabo. Equisin eceatem esti beatemp eritatest, que peritiur sim rernamusam. ‡ˆ I„ƒtƒt esti beatemp eritatest, que peritiur sim rernamusam. ‡ˆ I at†ct†ƒ 39.5 39.5 39.5 39.5 I„ƒtƒt 34.9 34.9 FIGURE 1 34.9 34.9 FIGURE 1 28.5 28.5 Eque porroviderum quo optatem. Itatur aut aut faccatatur Eque porroviderum quo optatem. Itatur aut aut faccatatur suntiberio. Optatur sequi coriati oﬃcabo. Equisin eceatem 28.5 28.5 suntiberio. Optatur sequi coriati oﬃcabo. Equisin eceatem 24.8 24.8 esti beatemp eritatest, que peritiur sim rernamusam. esti beatemp eritatest, que peritiur sim rernamusam. 22.0 22.0 22.0 24.8 22.0 24.8 2ˆ A‰‰lcato 2ˆ A‰‰lcato FIGURE 1 I at†ct†ƒ I„ƒtƒt FIGURE 1 I„ƒtƒt Eque porroviderum quo optatem. Itatur aut aut faccatatur ‹2ˆ Eque porroviderum quo optatem. Itatur aut aut faccatatur I at†ct†ƒ ‹2ˆ suntiberio. Optatur sequi coriati oﬃcabo. Equisin eceatem Šatƒacƒ Šatƒacƒ suntiberio. Optatur sequi coriati oﬃcabo. Equisin eceatem 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 FIGURE 1 0ˆ A‰‰lcato FIGURE 1 A‰‰lcato FISCAL YEAR 2006 2007 2008 2009 2010 FISCAL YEAR 2006 2007 2008 2009 2010 0ˆ Eque porroviderum quo optatem. Itatur aut aut faccatatur Šatƒacƒ Eque porroviderum quo optatem. Itatur aut aut faccatatur Šatƒacƒ suntiberio. Optatur sequi coriati oﬃcabo. Equisin eceatem suntiberio. Optatur sequi coriati oﬃcabo. Equisin eceatem esti beatemp eritatest, que peritiur sim rernamusam. esti beatemp eritatest, que peritiur sim rernamusam. FIGURE 1 FIGURE 2 FIGURE 1 FIGURE 2 Eque porroviderum quo optatem. Itatur aut aut faccatatur Eque porroviderum quo optatem. Itatur aut aut faccatatur Eque porroviderum quo optatem. Itatur aut aut faccatatur Eque porroviderum quo optatem. Itatur aut aut faccatatur June 10, 2010 June 10, 2010 June 10, 2010 June 10, 2010 suntiberio. Optatur sequi coriati oﬃcabo. Equisin eceatem suntiberio. Optatur sequi coriati oﬃcabo. Equisin eceatem suntiberio. Optatur sequi coriati oﬃcabo. Equisin eceatem suntiberio. Optatur sequi coriati oﬃcabo. Equisin eceatem esti beatemp eritatest, que peritiur sim rernamusam. esti beatemp eritatest, que peritiur sim rernamusam. esti beatemp eritatest, que peritiur sim rernamusam. esti beatemp eritatest, que peritiur sim rernamusam. June 10, 2010 June 10, 2010 June 10, 2010 June 10, 2010 hen inforation is the hero kee it clean and sile. ’se gradients within te To heighten creative atoshere use dnaic gradient tetures rich with color analogous colors within charts and grahs or gradient washes as backdro. ’se to add energ and oveent. ntegrate gradients into charts and grahs to ake one color alette to kee consistenc. static ob¨ects look ore active. ‘ˆ The Cisco Brand / Žesign Alication

design application Alication eb / ’ser …erience Cal Žnaic hen dialing u or down the eotive energ of the ebsite the hero area can To ehasi›e a ore energetic Cisco eerience dial u the hero area with sa it all. ’se cal iager and a ore liited color alette to ehasi›e active iager aniated grahics and vibrant color to instill ore eciteent inforation over eression. and ersonalit. ‘‘ The Cisco Brand / Žesign Alication

design application Alication Žata heet Cal Žnaic †ptimi“e meetings using integrated Cisco WebEx Audio. chedule easily Business Challenge Cisco e Audio Success Story Cisco Small Business Cisco WebEx Audio and €oin from computer or phone. ‹ata Sheet Product Sheet Success Data Sheet Cisco e Audio ‰ata heet Story Highlights Create a fuller, more productive meeting experience Simplified Service using Cisco WebEx™ Audio with your Cisco WebEx •se €ust one convenient provider for all your integrated audio and solutions. Tae advantage of choices that include o, web meetings. traditional phone conference, and audio broadcast— Audio Control and Management mprove meeting productivity all in a flexible pacage. elect an audio option for using easy audio settings and management tools. each session, according to your reuirements and International Service budget. treamline your meeting and billing Highlights Œeet with attendees—by Optimize meetings using integrated phone or computer—in more processes by using €ust one vendor. Simplified Service than –„„ countries. •se just one conenient proider Cisco WebEx Audio. Schedule easily and Audio Access Safeguards for all your integrated audio and ecure integrated audio meetings Choose the right integrated audio options for your needs. eb meetings. join from computer or phone. by controlling attendance. mprove business efficiency using WebEx Audio to connect up to ƒ„„ attendees Audio Control and Management Customized Service per meeting. et up your session with easy…to…use phone options, including mproe meeting productiity Create a fuller more productie meeting experience using Cisco WebEx™ Audio ‹et a flexible pacage and your global callbac services. †r eep your phone lines free while you save money with using easy audio settings and ith your Cisco WebEx solutions. ae adantage of choices that include o€ choice of integrated audio options integrated oice over ‡oˆ—from any computer worldwide. ‰eliver audio to management tools. traditional phone conference and audio broadcast—all in a flexible pacage. Select for each session. thousands of participants in one…to…many events using Cisco WebEx Event Center International Service an audio option for each session according to your re„uirements and budget. Compatile ith with WebEx Audio Šroadcast. ‹et WebEx Audio services for a single monthly fee. Žeet ith attendees—by Streamline your meeting and billing processes by using just one endor. Privacy laws and Privacy Laws and Reactions „urisdiction worldwide. mportantly, the Privacy laws and Privacy Laws and Reactions …urisdiction worldwide. mportantly, the • Cisco WebEx Œeeting Center phone or computer—in more U regulations are implemented by U regulations are implemented by • Cisco WebEx Evvent Center Keep your meetings private and productive. than ”‡‡ countries. Choose the right integrated audio options for your needs. regulations continue to Privacy laws in the United States and each individual member state, which regulations continue to Privacy laws in the United States and each individual member state, which • Cisco WebEx Training Center ‹ain better control over your meetings. dentify which meeting attendee is speaing Audio Access Safeguards mproe business efficiency using WebEx Audio to connect up to †‡‡ attendees react to the marketplace, across the globe are inconsistent and has lead to different interpretations react to the marketplace, across the globe are inconsistent and has lead to different interpretations • Cisco WebEx upport Center with Active Taler indicators. Œanage call activity with line muting, the ability to Secure integrated audio meetings per meeting. Set up your session ith easyˆtoˆuse phone options including continue to evolve. n contrast to the and governing regulations. Privacy continue to evolve. n contrast to the and governing regulations. Privacy add attendees easily, and more. ‰etermine who attends and who doesn’t using by controlling attendance. with new technologies uropean Union, in the United States with new technologies uropean Union, in the United States laws and regulations continue to Customized Service global callbac serices. Or eep your phone lines free hile you sae money ith laws and regulations continue to there is no overarching privacy law in attendance controls, participant lists, and meeting locouts. Œet a flexible pacage and your integrated oice oer € ‰ o€Š—from any computer orldide. ‹elier audio to and processes leading to there is no overarching privacy law in react to the marketplace, with new and processes leading to react to the marketplace, with new choice of integrated audio options thousands of participants in oneˆtoˆmany eents using Cisco WebEx Eent Center place. nstead, the United States takes technologies and processes leading more stringent regulation. place. nstead, the United States takes technologies and processes leading Improve efficiency using a unified meeting solution. for each session. ith WebEx Audio Broadcast. Œet WebEx Audio serices for a single monthly fee. more stringent regulation. a more laissefaire approach that a more laissefaire approach that to more stringent regulation. For Trust WebEx Audio for all your audio services. †ffer hosts and attendees a single For instance, the recent targets specific sectors, relying on a to more stringent regulation. For For instance, the recent targets specific sectors, relying on a instance, the recent emergence of point of entry to each web meeting. ’o more separate phone calls to add audio. Compatile ith Keep your meetings private and productive. instance, the recent emergence of combination of legislation, regulation, †ne invite, one login. Count on WebEx Audio to handle all your support needs too. • Cisco WebEx Žeeting Center emergence of behavioral combination of legislation, regulation, behavioral targeting has raised the ire emergence of behavioral and selfregulation. For e ample, U.S. behavioral targeting has raised the ire • Cisco WebEx Eent Center Œain better control oer your meetings. dentify hich meeting attendee is speaing and selfregulation. For eample, U.S. of privacy regulators. Service providers of privacy regulators. Service providers Eliminate spending for numerous—even overlapping—services from multiple vendors. • Cisco WebEx raining Center ith Actie aler indicators. Žanage call actiity ith line muting the ability to targeting has raised the laws are in place to address medical targeting has raised the laws are in place to address medical along with two companies, Phorm in ave the time you would have spent reconciling the related bills each month. add attendees easily and more. ‹etermine ho attends and ho doesn’t using privacy, financial institution privacy and along with two companies, Phorm in privacy, financial institution privacy and the UK, and ebuad, in the US, have • Cisco WebEx Support Center ire of privacy regulators. the UK, and Nebuad, in the US, have ire of privacy regulators. childrens privacy. attendance controls participant lists and meeting locouts. children s privacy. recently found themselves embroiled recently found themselves embroiled Improve efficiency using a unified meeting solution. Service providers along with two he U has a comprehensive law€ in controversy over plans to target Service providers along with two €he U has a comprehensive law‚ in controversy over plans to target rust WebEx Audio for all your audio serices. Offer hosts and attendees a single companies, Phorm in the UK, and reflecting the U s philosophy that customers with advertisements based companies, Phorm in the UK, and reflecting the Us philosophy that customers with advertisements based point of entry to each eb meeting. “o more separate phone calls to add audio. Nebuad, in the US, have recently found while data processing is beneficial, on their prior web surfing behaviors.† ebuad, in the US, have recently found while data processing is beneficial, on their prior web surfing behaviors.‡ One inite one login. Count on WebEx Audio to handle all your support needs too. themselves embroiled in controversy an individual s fundamental privacy ‡ ˆoth companies planned to install themselves embroiled in controversy an individuals fundamental privacy ˆ ‰oth companies planned to install Eliminate spending for numerous—een oerlapping—serices from multiple endors. over plans to target customers with rights must be protected. ƒany deep packet inspection e‰uipment over plans to target customers with rights must be protected. „any deep packet inspection eŠuipment Sae the time you ould hae spent reconciling the related bills each month. advertisements based on their prior consider the U to have the most on SP networks that would monitor advertisements based on their prior consider the U to have the most on SP networks that would monitor web surfing behaviors. restrictive privacy laws of any subscribers online activities, build web surfing behaviors. restrictive privacy laws of any subscribers online activities, build ” Cisco ystems, nc. ” Cisco Systems nc. Š ‹isco Systems, nc. ‚ ‹isco Systems, nc. ith data sheets and inforational content sil laing with color can add To add ore eression into content ages add lifestle or roduct iager significant grahic iact. ntegrate gradients into tograh or tetures within to astheads. ntegrate iager with color tograh and grahics to dial astheads to add iact to content. u branded eression. ‚ar the telate grid to change hierarch between eression and content. ‘Š The Cisco Brand / Žesign Alication

design application Alication Brochure Cal Žnaic Clean sile design doesn’t ean design with a reduced color alette. ’sing the sae color alette with the ratio of color to white sace reversed Balanced against white a single grahic for full of color can tell a stor instantl creates a ore active design stateent. n this case the white that is bold confident and witt. asthead balances the highšiact hotograhic energ. ‘„ The Cisco Brand / Žesign Alication

design application Alication ƒackaging Cal Žnaic Balancing soft tetures with shar hardšlined roduct hotograh creates a strong Cisco’s grahic and teture eressions ronounced with rich color and contrast contrast that is siultaneousl dnaic and cal. ¡ou can achieve the sae effect often ield dnaic design results. Œrahic eressions can effectivel be used b airing teture with tograh to create this dualit of cal and dnaic. to aniate roduct hotograh with a sense of oveent—aking ackaging ore active and energetic. ‘† The Cisco Brand / Žesign Alication

design application Alication ‚ideo Cal Žnaic •ollowing the sae cues as all other collateral designing with a concentrated color ith video the ossibilities are endless. ¥otion aniation livešaction and alette can build consistenc and a softer sensibilit. ith video less can definitel sound contribute to a colete eerience that is full of eciteent and energ. be ore. lower ans fades and subtle aniations lend theselves to a ore ƒerhas ore effective than an other ediu video can trul bring Cisco’s sohisticated eression. identit sste to life. Š0 The Cisco Brand / Žesign Alication

design application Alication Tradeshow Cal Žnaic hen designing an environent color can change everthing. ‰n a large scale ‰n a large scale gradient tetures create color shifts that can instantl activate sile banners of rich color enliven a sace and build ood. ’se color and lighting a sace. ’se draatic lighting to create an even ore dnaic eerience. Ÿere to effectivel create eerience and resence. Add grahic eressions as accents as well including grahic eressions as accents can create a richer eerience. to create a richer eerience. Š1 The Cisco Brand / Žesign Alication

design application Alication …nvironental Cal Žnaic …nvironental grahics ust have stoing ower to be effective. A cal treet scenes in urban environents are crowded and chaotic. To be heard sile aroach can isolate our essage and ake it stand out in a bus above the din soeties ou have to shout. ¡ou can dial u the volue of street scene. our essaging using color grahics and draatic hotograh. Š2 The Cisco Brand / Žesign Alication

ection €“ Brand uort The Cisco Brand

Brand resources Brand uort Asset Žirector and Contact ¢eed assets or telates” Œo to www.cisco.co/go/creative Š€ The Cisco Brand / Brand uort