Milestone Systems. September Marketing Guidelines

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1 Milestone Systems September 2014 Marketing Guidelines

2 Contents Introduction... 3 Approved marketing materials... 3 Company... 3 Products... 3 Versioning... 5 Common mistakes... 6 System concepts... 6 Features... 7 Components... 7 Services... 7 Programs... 8 Common mistakes... 8 Events... 8 Common mistakes... 8 Typography... 8 Legal requirements... 9 Obtaining Milestone approval Contact us... 10

3 Introduction From the easily recognizable logo on our clothing, to the readily identifiable symbols on our cars, to the familiar fonts written across soda cans, brands are everywhere and part of our daily life. But some brands set themselves apart and represent something more than a product or service. They are embedded in our culture and the brand is a promise of the value you ll receive. Brands with such powerful visual cues have an intrinsic advantage over others. And these companies take extraordinary steps to have a unified, consistent expression of their brand. This document aims to provide instruction on how to effectively communicate the Milestone message and protect our brand. You will find guidelines and examples for upholding the brand throughout all aspects of Milestone s communications. Every Milestone employee and ecosystem partner is responsible for ensuring that communications adhere to these standards. By following this document, you will help strengthen our brand and preserve our most valuable asset, our identity. Thank you for using these guidelines in your communication and bringing our brand to life. - The Corporate Marketing team Approved marketing materials Milestone strives to provide our partners with as much information as we can. We have therefore created a Resource Library ( so partners and end users can download our approved marketing materials, such as product brochures, screenshots and specifications sheets. Please note that certain documents are locked for partners only and they must log in via My Milestone to access them. Company The proper name of our company is Milestone Systems. When referring to the company in whole, please use the term Milestone Systems or Milestone. Please do not abbreviate the name to MS. Products Milestone has three product lines: XProtect, Milestone Arcus and Milestone Husky.

4 The proper way to write XProtect is with a capital X, capital P with a registered mark immediately following in superscript. The registered trademark must be used in the first instance XProtect appears and it must be repeated each time a new product is introduced (See page eight for more details). The proper way to write Milestone Arcus is with a capital M, capital A with a trademark immediately following in superscript. The trademark must be used in the first instance Milestone Arcus appears. The word Arcus may not stand alone; it must have Milestone in front. Milestone Arcus is an embedded video surveillance platform and may not be referred to as video management software. The proper way to write Milestone Husky is with a capital M and capital H with a registered trademark immediately following in superscript. The word Husky may not stand alone; it must have Milestone in front. It can also be referred to as Milestone Husky series, Milestone Husky NVRs or Milestone Husky NVR series. The Milestone product names should always be written out. Product names may not be shortened, abbreviated or translated and they must always be written out as the following: XProtect IP video management software XProtect Advanced VMS Products XProtect Corporate XProtect Expert XProtect Professional VMS Products XProtect Enterprise XProtect Professional XProtect Express XProtect Essential XProtect Go XProtect NVR Special Edition (SE) XProtect clients XProtect Smart Client XProtect Web Client Milestone Mobile XProtect add-on products XProtect Access Control Module XProtect LPR XProtect Retail XProtect Screen Recorder XProtect Smart Wall XProtect Transact XProtect Plug-ins Milestone Husky Milestone Husky M10 Milestone Husky M30 Milestone Husky M50 Milestone Arcus Utilities Software Manager System Watch Utilities do not need the XProtect name in front. Utilities may have the Milestone name in front if it is unclear that it is a Milestone product or if used in third-party communication.

5 The Milestone Integration Platform Software Development Kit (MIP SDK) is a product name that can use the acronym MIP SDK after the full name is written out once. If referring to both Milestone XProtect software and Milestone Arcus then it is acceptable to refer to both product lines as Milestone software. If referring to both Milestone XProtect NVRs and Milestone Husky, then it is acceptable to refer to both product lines as Milestone hardware. If referring to both XProtect software and Milestone Husky NVRs, then it acceptable to refer to both product lines as Milestone products or Milestone technology. If referring to all XProtect software products, it is acceptable to use the following terms: XProtect software suite XProtect VMS suite It is acceptable to refer to XProtect Corporate and XProtect Expert as Milestone XProtect Advanced VMS Products. It is acceptable to refer to XProtect Enterprise, XProtect Professional, XProtect Express, XProtect Essential and XProtect Go as Milestone XProtect Professional VMS Products. If referring to all Milestone Husky NVRs, it is acceptable to use the following terms: Milestone Husky NVR Series Milestone Husky NVRs Milestone Husky Series The term Milestone Husky must always be included when referencing the different NVR models. For example, it is correct to write, Milestone Husky M10 and Milestone Husky M30. It is incorrect to write, Milestone Husky M10 and M30. Versioning In communication such as newsletters, product versions should be written as the following: XProtect Smart Client 7 XProtect Corporate 4.1 XProtect Expert 2014 XProtect Enterprise 8 For technical documents, product versions may be written: XProtect Smart Client 7.0 XProtect Corporate 4.1 XProtect Enterprise 8.0a XProtect Expert 2013 R2

6 Please note that Milestone has transitioned from a sequence-based to a year-of-release versioning structure. Common mistakes XProtect is left out of the product name. Product names may not be shortened. For example, Smart Client is not allowed. The correct way to write it is XProtect Smart Client Abbreviations and/or acronyms, such as XPCO are not allowed Always use the registered trademark in the first instance Do not write XProtect once for two products. Example: Milestone has two products. They are called XProtect Essential and Express. The correct way to write each product name is XProtect Essential and XProtect Express Please refer to our software as Milestone XProtect software. Acceptable ways to refer to our software include: o Milestone XProtect video management software o XProtect VMS o Milestone XProtect software o XProtect software When explaining third-party product compatibility with Milestone products do not write Milestone XProtect [third-party product name]. Suggested text would be [third-party product name] integrates with Milestone XProtect or [third-party product name] is compatible with Milestone XProtect. If you are unsure if your phrase is correct, please contact Corporate Marketing Do not shorten product group names to XProtect Advanced VMS or XProtect Professional VMS. They must be referred to as the XProtect Advanced VMS Products and XProtect Professional VMS Products System concepts Milestone offers two unique system concepts that allow users to interconnect multiple surveillance installations. Milestone Federated Architecture (MFA) - The trademark symbol must be included in the first instance that Milestone Federated Architecture appears. You may use the initialism MFA after writing out Milestone Federated Architecture at least once Milestone Interconnect - The trademark symbol must be included in the first instance that Milestone Interconnect appears. The term may not be abbreviated or shortened

7 Features Feature names that should be capitalized include: Edge Storage Edge Storage with flexible retrieval System Monitor Alarm Manager Smart Search Sequence Explorer Video Push Camera Navigator Storyboard function Evidence Lock Feature names that do not need to be capitalized include: Multi-live streaming Bookmarking Multi-stage storage Components Components of an XProtect system should be written in the following ways. Notice that you do not need to include XProtect in front of component names: System components Recording Server Failover Recording Server Management Server Mobile Server Log Server Event Server Application components Management Client Management Application Internet Download Manager Download Manager Services Milestone services should be written in the following ways: Software Upgrade Plan (SUP) Milestone Technical Support

8 Self-Help Help-Desk Enhanced Support Programs Milestone program names should be written in the following ways and programs listed with an initialism can use it on second reference: Milestone Channel Partner program Milestone Solution Partner (MSP) program Certified Solution program Camera Partner Program (CaPP) Architecture & Engineering (A&E) program Vertical Specialist program Milestone Knowledge Program Common mistakes The word partner is repeated. Example: Milestone has a new MSP partner. Remember what the initialism stands for. The example in the sentence listed above actually says Milestone has a new Milestone Solution Partner partner The Manufacturer Alliance Partner (MAP) program has changed name to the Camera Partner Program Events Milestone event names may be used in the following ways: Milestone Integration Platform Symposium (MIPS) Milestone Partner Open Platform (MPOP) Days Common mistakes Milestone Integrations Partner Symposium Typography Consistent use of strong typefaces establishes a recognizable and professional identity. Milestone has selected the Verdana font to create dynamic, readable text. The typeface signals strength and significance. An italic typeface is sometimes used to convey emphasis. Verdana is used for printed and electronic Milestone communications including letters, proposals, white papers and Microsoft PowerPoint presentations. Partners should use Verdana when submitting information that will be communicated through Milestone. Communications created by the Marketing department using InDesign use the font Frutiger Neue.

9 Font sizes should be as following: Headlines 20pt, bold Normal text 12pt Heading 1 14pt, bold Heading 2 12pt, italics In their own communications, partners should use their own typography, even when referring to Milestone products. Graphics Images from the Milestone website may not be copied. However, corporate imagery such as our logo, synapse, product overview graphic and screenshots of Milestone products may be used. Approved corporate imagery and screenshots are available for download in the Resource Library on our website ( Legal requirements In order to further preserve our brand, Milestone has purchased trademarks. The registered trademark must be used in the first instance XProtect appears and it must be repeated each time a new product is introduced. Example: XProtect Go is a free product. XProtect Go is compatible with free XProtect client called XProtect Web Client. To obtain the registered mark symbol by keystroke, type (r), then superscript or: Windows: Alt 0174 (on numeric keypad) Linux: either AltGr R or Compose key ( R Mac OS: Option R HTML: or or &#174 Milestone also has a trademark for the following terms: Milestone Federated Architecture Milestone Interconnect Milestone Arcus Milestone Husky The trademark must be used in the first instance the term appears. Please use the appropriate credit lines whenever including XProtect in your communications. Example: XProtect is a registered trademark of Milestone Systems. Milestone Federated Architecture is a trademark of Milestone Systems.

10 Milestone products are compatible with many different operating systems and third-party products. Please remember to respect other companies copyrights and trademarks when mentioning our products. Obtaining Milestone approval Marketing materials and advertisements featuring Milestone products need to be approved by the Milestone Corporate Marketing team. Please submit all materials to: Please allow at least five business days for approval. Contact us For any questions relating to correct application of the Milestone brand or to request materials, please contact: Corporate Marketing Milestone Systems Banemarksvej 50G DK-2605, Brøndby Denmark About Milestone Systems Milestone Systems is a global industry leader in open platform IP video management software, founded in 1998 and now operating as a standalone company in the Canon Group. Milestone technology is easy to manage, reliable and proven in thousands of customer installations, providing flexible choices in network hardware and integrations with other systems. Sold through partners in more than 100 countries, Milestone solutions help organizations to manage risks, protect people and assets, optimize processes and reduce costs. For more information, visit:

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