EMC Business Partner Logo GUIDELINES
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EMC Business Partner Logo GUIDELINES WHY THE CHANGE? 5 LOGO BASICS 6 LoGO COLOR 7 LOGO SIZE & safe area 8 correct & incorrect logo usage 9 PROGRAM & TIER LOGOS 10 LOGO PLACEMENT 18 LOGO FILE FORMATS 26 LOGO FILEs provided 27 TRADEMARK GUIDELINES & LEGAL CONSIDERATIONS 28 3
The evolution of a successful partnership 4
Why the change? New name. New opportunities. Stronger than ever. Welcome to the evolution of your EMC partnership. The Velocity Partner Program quickly charted paths to success. Renaming the program the EMC Business Partner Program will help continue to forge the way forward. The new name and logo impart instant benefits to your company, from capitalizing on the equity in the EMC brand, to gaining instant recognition as an EMC partner, to sending a clear message that you are a supplier of superior products and services. This is your mark of excellence. We re proud to share it with you. 5
Logo Basics Shape = square (always) Color = EMC blue (whenever possible) Essentially, it s a blue square. Simple? Yes. Solid? Absolutely. But, there are rules. Sticking to the usage rules assures consistency in presenting your partner status the best way possible. Look for blue, bold text denoting key rules. Whenever possible, use the blue EMC Business Partner logo for all communications, advertising, and marketing applications. When necessary, the EMC Business Partner logo may be used in black or white. It can be reversed out of an image, if the logo is placed where it can be easily read, without too much detail in the background image. 6
Logo COLOR EMC Blue is the primary color representing the EMC brand. When using a color logo, be sure the colors are reproduced correctly: the EMC Business Partner logo is printed in PMS 279. When printing in Pantone colors is not possible, use the CMYK equivalent. For digital use, the RGB or HEX color values are to be used. PMS: 279 PANTONE The most reliable and accurate way to represent EMC s colors is to use PMS inks. While printing with Pantone colors is not feasible in-house, a spot color should always be used for offset printing. C: 73 M: 31 Y: 0 K: 0 CMYK When printing with Pantone colors is not possible, use these CMYK values. R: 44 G: 149 B: 221 RGB for Screen Use these values for screen viewing and web purposes only. HEX: #2C95DD HEX Values for Web Use these values for web purposes only. Never print using these HEX values. 7
Logo SIZE & SAFE AREA The logo may be enlarged or reduced as necessary. However, to assure legibility, the EMC Business Partner logo should never be used at a size smaller than 1/2 inch. To give maximum visibility to the EMC Business Partner logo, always maintain an area of clear space, the safe area, making sure that no text or imagery obstructs the mark. A margin on all sides of the logo will keep it separate from all other copy, photos, or illustrations. As shown in the illustration on this page, the height of the E in the EMC Business Partner logo should be used to determine the minimum amount of clear space. This system will work with any size logo you use. Depending on the situation, a greater amount of space may be appropriate. Absolute minimum logo size 0.5 inch square Standard logo size 1 inch square or larger Use the height of the E to determine the minimum amount of clear space around the logo. 8
CORRECT & INCORRECT LOGO USAGE DO Use only original logo files provided in original color and proportions (it s always a square). Use the correct logo placement as specified in this document. DON T Rebuild, redraw, recreate, or distort a logo. Modify logo colors. Place a logo in headlines, subheads, or body copy. Logos can be downloaded from brand.emc.com EMC 2 The logo is a perfect square and must maintain this shape. Never stretch or distort the logo in any way. Never attempt to type the logo. Never modify logo colors. Do not place the logo over a detailed photo or pattern background unless using the white logo with black text. 9
Program & Tier logos The overall EMC Business Partner Program comprises several distinct programs and these names can be added to the basic EMC Business Partner logo to provide program identity, and can further be expanded to specific tiers and/or specialties within a program. You ll want to use these Program and Tier logos in specific and deliberate ways while using only the base EMC Business Partner logo in other situations. Keep in mind that the base mark represents a deep-rooted connection with EMC this will not change. Collateral that is seldom replaced or represents your partnership with EMC in general should feature this logo. In addition, when you re referring to multiple partner tracks, you should use the base mark. Use Program logos to represent your participation in a specific program. For example, if a piece of collateral or a web advertisement is specifically related to a Services offering, a program logo would better represent your ability to provide that service. You should use tier logos when directly interacting with customers to help them understand the technical expertise and credentials you hold within a specific program and increase their confidence in your solutions. 10
EMC Solution Provider Program The EMC Business Partner Program for Solution Providers is a competencybased program for resellers of EMC s technology and service offerings. There are four tiers within the EMC Solution Provider Program: Affiliate, Affiliate Elite, Premier and Signature. Solution Provider Program Logo Solution Provider Tier Logos SOLUTION PROVIDER SOLUTION PROVIDER affiliate SOLUTION PROVIDER affiliate elite SOLUTION PROVIDER premier SOLUTION PROVIDER signature Solution Provider Grayscale Logo Tier Logo Grayscale Example SOLUTION PROVIDER signature SOLUTION PROVIDER signature 11
EMC Services Program The EMC Business Partner Program for Services provides you with the flexibility to develop a services business that complements your technology sales. EMC Services Partners can use the following logos to highlight their services capabilities Onsite Support, Remote Support, Implement and Cloud Builder. if you have achieved multiple capabilities and you would like to represent more than one, please use the Services Program logo to represent all achievements and provide a flexible identity. Services Program Logo Services Program Capability Logos SERVICES SERVICES SERVICES SERVICES SERVICES onsite support remote support implement cloud builder Services Program Grayscale Logo Capability Logo Grayscale Example SERVICES SERVICES cloud builder 12 12
EMC Cloud Service Provider Program Together, EMC and EMC Cloud Service Providers offer a consolidated customerfocused approach to designing, architecting and running an environment that coordinates Private Cloud with compatible off-premises workload services to form a Hybrid Cloud strategy. There are three tiers within the EMC Cloud Service Provider Program: Silver, Gold and Platinum. Cloud Service Provider Program Logo Cloud Service Provider Tier Logos CLOUD SERVICE PROVIDER CLOUD SERVICE PROVIDER CLOUD SERVICE PROVIDER CLOUD SERVICE PROVIDER silver gold platinum Cloud Service Provider Grayscale Logo Tier Logo Grayscale Example CLOUD SERVICE PROVIDER CLOUD SERVICE PROVIDER platinum 13
EMC Global Alliance Program The EMC Global Alliance Program combines EMC s information management technology and expertise with complementary partner capabilities to implement solutions of long-term value in data center and application environments and across industry domains. There are three tiers within the Global Alliance Program: Silver, Gold and Platinum. Global Alliance Program Logo Global Alliance Tier Logos GLOBAL ALLIANCE GLOBAL ALLIANCE GLOBAL ALLIANCE GLOBAL ALLIANCE silver gold platinum Global Alliance Grayscale Logo Tier Logo Grayscale Example GLOBAL ALLIANCE GLOBAL ALLIANCE platinum 14
EMC Information Intelligence Program The EMC Information Intelligence Partner Program enables System Integrators and ISVs to develop complete solutions and hosted services that extend, complement, or embed IIG s full portfolio. There are four tier logos within the EMC Information Intelligence Program: Affiliate, Affiliate Elite, Premier and Signature. Information Intelligence Program Logo Information Intelligence Tier Logos INFORMATION INTELLIGENCE INFORMATION INTELLIGENCE INFORMATION INTELLIGENCE INFORMATION INTELLIGENCE INFORMATION INTELLIGENCE affiliate affiliate elite premier signature Information Intelligence Grayscale Logo Tier Logo Grayscale Example INFORMATION INTELLIGENCE INFORMATION INTELLIGENCE signature 15
EMC Technology Connect Program The EMC Technology Connect Program is a gateway to partner technologies that enable EMC to offer complete solutions to customers. There are two tier logos within the Technology Connect Program: Select and Advantage. Technology Connect Program Logo Technology Connect Tier Logos TECHNOLOGY CONNECT TECHNOLOGY CONNECT select TECHNOLOGY CONNECT advantage Technology Connect Grayscale Logo Tier Logo Grayscale Example TECHNOLOGY CONNECT advantage TECHNOLOGY CONNECT advantage 16
EMC OEM Partner Program EMC offers OEM Partners a comprehensive program to embed information management and protection, data security, and other IT solutions into their designs. Please use the OEM Partner Program logo where appropriate. OEM Program Logo OEM OEM Grayscale Logo OEM 17
Logo PLACEMENT Across all marketing materials, the EMC Business Partner logo should, whenever possible, be placed in the top-left corner. LOGO The distance from the corner of the piece to the logo should always be equal to or greater than the height of the E in the EMC Business Partner logo. A little breathing room is recommended. Never place the logo against the very edge, or going off the edge, of any materials. The Partner logo is to be placed in the top-right corner aligned to the right margin. The EMC logo should be white and placed inside the blue bar. No text or images aside from the EMC logo should ever appear within the blue bar. LEADING EDGE IN TRUST Signage 18
Left Is Right LOGO The examples on this page illustrate proper placement and proportion of the EMC Business Partner logo. 1H 2014 SOLUTION PROVIDER PROGRAM BENEFITS 1H 2014 & REQUIREMENTS SOLUTION PROVIDER PROGRAM BENEFITS & REQUIREMENTS LOGO LOGO REQUIREMENTS These are the requirements These are and the requirements INTRODUCTION and benefits of the EMC At Global Partner Summit in May, we will announce new program requirements that Partners will benefits Solution of the EMC Solution In 2014, all EMC Partners need to can achieve go to market by the end as EMC of 2014 Business to qualify Partners for placement as we retire in the the name Provider Program for 2015 program. For Partners Provider the first Program half for the first Velocity half and put the that strength, wish to vision, move and up trusted in the first reputation half of 2014, of EMC each behind tier has all our its Partners. own set of As of 2014 in the following base requirements as of 2014 countries: in the following countries: we transition to the new defined brand, below. we are These building requirements the 2015 are release designed of the to EMC ensure Business that Partners Partner have the appropriate Program for Solution competencies Providers, making to meet it more their simple, customers predictable needs as and they profitable move up than through ever. China the tiers and offer more China India products and solutions to their customers. Our top two tiers represent the highest levels of India The Solution Provider Program is a tiered program: Partners complete specific requirements Japan proficiency and require the Partner to achieve a specific number of specialty designations. Japan to move up through the tiers, and the benefits improve at each level of the program. Our Korea Korea requirements ensure that you have the right competencies to create and sell EMC solutions, and to differentiate your offerings in the marketplace, while the benefits reward you for your Compliance requirements for the investment in the program. TIERS second half of 2014 will be announced REQUIREMENTS at Global Partner Summit in May. AFFILIATE AFFILIATE ELITE PREMIER SIGNATURE TRANSFORM IT WITH EMC VSPEX Accelerate your journey to the cloud with EMC VSPEX proven infrastructure from [Partner]. BENEFITS # of Specialties System Engineer Accreditations TIERS Sales Accreditations AFFILIATE AFFILIATE ELITE PREMIER SIGNATURE EMC 2, EMC, and the EMC logo are registered trademarks or trademarks of EMC Corporation in the United States and other countries. Copyright 2013 EMC Corporation. All rights reserved. Minimum EMC Revenue* Target Products Rebate* 2.0% 2.0% Affiliate Enablement Performance Rebate Center Sales Training by Specialty** 3.0% 3.0% Affiliate Enablement Center SE Training Backup & Recovery 0.75% 1.0% Co-op by Specialty * Revenue for Affiliate Consolidate and Affiliate Elite tiers includes revenue 0.75% from the previous four 1.0% quarters from EMC product hardware, software, f and services. All revenue requirements are in U.S. dollars. Advanced Consolidate 0.40% 0.40% MDF Program EligibilityA Specialty designation provides Partners with the advanced competencies needed to architect and sell end-to-end solutions. Each Specialty is focused on a product category: Information Protection (Backup & Recovery Specialty), Unified Storage (Consolidate Specialty) and Enterprise Tier-Based Pricing CONTACT US Storage (Advanced Consolidate Specialty). For more information, go to the Deal Registration SPECIALTY BACKUP & ADVANCED Understand Your EMC Business Discounts CONSOLIDATE REQUIREMENTS RECOVERY CONSOLIDATE Partner Program section on [http://partner.emc.com] or contact # of Advanced Sales * Target Products Rebate pays at the first Accreditations* $1 invoiced. Target Products are defined in the Goal Acknowledgment Form. your Partner Development **Performance Manager Rebates pays at 100% of achievement of each Specialty goal and is stackable with the Target Product Rebate or EMC distributor. # of EMC Technology Architect Certifications BIG DATA TRANSFORMS LOGO EMC Corporation Hopkinton, Massachusetts 01748-9103 1-508-435-1000 www.emc.com *Advanced Sales Accreditations are not available while the training curriculum is being developed for the new program. Partners should continue to focus on technical training and basic sales training. EMC 2, EMC, and the EMC logo are registered trademarks or trademarks of EMC Corporation in the United States and other countries. All other trademarks used herein are the property of their respective owners. Copyright 2013 EMC Corporation. All rights reserved. Published in the USA. Read the new Big Data white paper from IDG Collateral Print Advertising Web Advertising 19
LOGO Place the Partner/ Co-brand logo in the top-right corner aligned to the right margin. The EMC Business Partner logo should be positioned in the top-left corner. Signage All EMC Business Partner signage should have the EMC Business Partner logo in the top-left corner, and the EMC logo in white aligned to the right margin. The Partner/Co-brand logo is placed in the top-right corner aligned to the right margin. LEADING EDGE IN TRUST The EMC logo should be white, placed inside the blue bar, and aligned to the right margin. 20
The header is left-aligned and sits upon the same baseline as the EMC Business Partner logo. Place the Partner/Co-brand logo in the top-right corner aligned to the right margin. Collateral All EMC Business Partner collateral uses the EMC Business Partner template, including EMC fonts and color palettes. The EMC Business Partner logo should be positioned in the top-left corner. 1H 2014 SOLUTION PROVIDER PROGRAM BENEFITS 1H 2014 & REQUIREMENTS SOLUTION PROVIDER PROGRAM BENEFITS & REQUIREMENTS REQUIREMENTS These are the requirements These are and the requirements INTRODUCTION and benefits of the EMC At Global Partner Summit in May, we will announce new program requirements that Partners will benefits Solution of the EMC Solution In 2014, all EMC Partners need to can achieve go to market by the end as EMC of 2014 Business to qualify Partners for placement as we retire in the the name Provider Program for 2015 program. For Partners Provider the first Program half for the first Velocity half and put the that strength, wish to vision, move and up trusted in the first reputation half of 2014, of EMC each behind tier has all our its Partners. own set of As of 2014 in the following base requirements as of 2014 countries: in the following countries: we transition to the new defined brand, below. we are These building requirements the 2015 are release designed of the to EMC ensure Business that Partners Partner have the appropriate Program for Solution competencies Providers, making to meet it more their simple, customers predictable needs as and they profitable move up than through ever. China the tiers and offer more China India products and solutions to their customers. Our top two tiers represent the highest levels of India The Solution Provider Program is a tiered program: Partners complete specific requirements Japan proficiency and require the Partner to achieve a specific number of specialty designations. Japan to move up through the tiers, and the benefits improve at each level of the program. Our Korea Korea requirements ensure that you have the right competencies to create and sell EMC solutions, and to differentiate your offerings in the marketplace, while the benefits reward you for your investment in the program. TIERS REQUIREMENTS Compliance requirements for the second half of 2014 will be announced at Global Partner Summit in May. CONTACT US BENEFITS # of Specialties System Engineer Accreditations Minimum EMC Revenue* Target Products Rebate* Performance Rebate by Specialty** Co-op by Specialty AFFILIATE AFFILIATE ELITE PREMIER SIGNATURE Sales Accreditations AFFILIATE AFFILIATE ELITE PREMIER SIGNATURE Affiliate Enablement Center Sales Training Affiliate Enablement Center SE Training Backup & Recovery TIERS 2.0% LOGO 2.0% 3.0% 3.0% 0.75% 1.0% 0.75% 1.0% 0.40% 0.40% * Revenue for Affiliate Consolidate and Affiliate Elite tiers includes revenue from the previous four quarters from EMC product hardware, software, f and services. All revenue requirements are in U.S. dollars. Advanced Consolidate MDF Program EligibilityA Specialty designation provides Partners with the advanced competencies needed to architect and sell end-to-end solutions. Each Specialty is focused on a product category: Information Protection (Backup & Recovery Specialty), Unified Storage (Consolidate Specialty) and Enterprise Tier-Based Pricing Storage (Advanced Consolidate Specialty). For more information, go to the Deal Registration SPECIALTY BACKUP & Understand Your EMC Business Discounts CONSOLIDATE REQUIREMENTS RECOVERY Partner Program section on [http://partner.emc.com] or contact # of Advanced Sales * Target Products Rebate pays at the first Accreditations* $1 invoiced. Target Products are defined in the Goal Acknowledgment Form. your Partner Development **Performance Manager Rebates pays at 100% of achievement of each Specialty goal and is stackable with the Target Product Rebate or EMC distributor. # of EMC Technology Architect Certifications LOGO ADVANCED CONSOLIDATE The footer contains the white EMC logo in the right corner placed within the blue bar. EMC Corporation Hopkinton, Massachusetts 01748-9103 1-508-435-1000 www.emc.com *Advanced Sales Accreditations are not available while the training curriculum is being developed for the new program. Partners should continue to focus on technical training and basic sales training. EMC 2, EMC, and the EMC logo are registered trademarks or trademarks of EMC Corporation in the United States and other countries. All other trademarks used herein are the property of their respective owners. Copyright 2013 EMC Corporation. All rights reserved. Published in the USA. 21
Postcard Direct-Mail Advertising All co-branded postcards and direct-mail advertisements should have the EMC Business Partner logo in the top-left corner, and the EMC logo in white aligned to the right margin within the blue bar. The Partner/Co-brand logo is placed in the top-right corner aligned to the right margin. BIG DATA TRANSFORMS LOGO Place the Partner/ Co-brand logo in the top-right corner aligned to the right margin. The EMC Business Partner logo should be positioned in the top-left corner. Read the new Big Data white paper from IDG The EMC logo should be white, placed inside the blue bar, and aligned to the right margin. 22
LOGO Place the Partner/ Co-brand logo in the top-right corner aligned to the right margin. The EMC Business Partner logo should be positioned in the top-left corner. Poster Advertising All EMC Business Partner advertising posters should have the EMC Business Partner logo in the top-left corner, and the EMC logo in white and aligned to the right margin within the blue bar. The Partner/Co-brand logo is placed in the top-right corner aligned to the right margin. TRANSFORM IT WITH EMC VSPEX Accelerate your journey to the cloud with EMC VSPEX proven infrastructure from [Partner]. EMC 2, EMC, and the EMC logo are registered trademarks or trademarks of EMC Corporation in the United States and other countries. Copyright 2013 EMC Corporation. All rights reserved. The EMC logo should be white, placed inside the blue bar, and aligned to the right margin. 23
Place the Partner/ Co-brand logo in the top-right corner aligned to the right margin. The EMC Business Partner logo should be positioned in the top-left corner. HTML Emails All EMC Business Partner HTML emails should have the EMC Business Partner logo in the top-left corner. The Partner/Co-brand logo is placed in the top-right corner and aligned to the right margin. The white EMC logo should be placed within the blue bar at the footer. The footer contains the EMC logo in white within the blue bar. 24
Web Advertisement All EMC Business Partner web banner ads should have the EMC Business Partner logo in the top-left corner, and the EMC logo in white aligned to the right margin within the blue bar. The Partner/Co-brand logo is placed in the top-right corner aligned to the right margin. The EMC Business Partner logo should be positioned in the top-left corner. Place the Partner/Co-brand logo in the top-right corner aligned to the right margin. The footer contains the EMC logo in white within the blue bar. 25
Logo FILE formats The EMC Business Partner logo has been created in cross-platform formats for use on computers running either the Macintosh or Microsoft Windows operating systems. File Formats for Print: EPS Vector format, which can be scaled to any size, and has a transparent background. Supported by Photoshop and InDesign. JPG No transparent background. Supported by Photoshop, InDesign, and PowerPoint. File Formats for Screen & Web: JPG No transparent background. Supported by Photoshop, InDesign, and PowerPoint. PNG No transparent background. Supported by Photoshop, InDesign, and PowerPoint. 26
Logo FILES provided White-on-Blue Logos: White-on-Black Logos: Black-on-White Logos: Vector EPS in PMS 279 Vector EPS in CMYK JPG in RGB at 72 dpi JPG in RGB at 300 dpi JPG in HEX at 72 dpi Vector EPS in PMS Black Vector EPS in CMYK JPG in RGB at 72 dpi JPG in RGB at 300 dpi JPG in HEX at 72 dpi Vector EPS in PMS White Vector EPS in CMYK PNG in RGB at 72 dpi PNG in RGB at 300 dpi JPG in HEX at 72 dpi 27
trademark GUIDELINES & LEGAL CONSIDERATIONS Trademarks are a small but essential piece of the EMC brand. Use of trademarks can mean the difference between secure intellectual property and unfriendly legal action, or even forfeiture. Therefore, all of us should know the basics about proper trademark use and be familiar with the resources available to help us. Proper Trademark Notation for Most Communications: EMC 2, EMC, EMC Business Partner <insert other EMC marks in alphabetical order>, and the EMC logo are registered trademarks or trademarks of EMC Corporation in the United States and other countries. All other trademarks used herein are the property of their respective owners. Copyright 2013 EMC Corporation. All rights reserved. Published in the USA. <insert date> <insert collateral type> <insert part number>. 28
EMC2, EMC, EMC Business Partner, and the EMC logo are registered trademarks or trademarks of EMC Corporation in the United States and other countries. All other trademarks used herein are the property of their respective owners. Copyright 2013 EMC Corporation. All rights reserved. Published in the USA. November 13, 2013, Logo Guidelines. 29