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Marketing Cisco Software Style GuideCisco Jabber Edition for Channel Partners 2012 Cisco Systems, Inc. All rights reserved.
ContentsChannel Partner UsageIntroductionOverviewCisco Jabber Name and Cisco Jabber App IconPhotographyMessagingCall to ActionGraphic ApplicationIncorrect UsagePublic Relations and Cisco Career CertificationsLegal Requirements345681112131920ContactsEmails and Websites212Marketing Cisco Software Style Guide
Channel Partner UsageIntroductionAs one of the world’s most valuablebrands, Cisco has strong recognitionin the minds of our customers. Thebrand of a company becomes evenstronger when aligned with companiesthat provide complementary products,services and solutions. We encouragepartners to take every opportunity tohighlight your relationship with Ciscoby using the Cisco Partner RelationshipLogo for which you have qualified.3Marketing Cisco Software Style GuideThis guide will help you positionCisco Jabber within your offerings asthey appear in a variety of marketingcommunications.Cisco Jabber EditionIntroduction
Channel Partner UsageCisco Jabber EditionOverviewOverviewTo assist qualified partners in creating market differentiationfor themselves and the solutions they deliver, Cisco hascreated specially designed channel partner relationshiplogos for specific levels of certification and authorization.You may use the logo for the certification level you haveachieved in accordance with these guidelines and otherapplicable program agreements.Jabber as a Product Line Under the Cisco BrandCisco’s global presence provides significant opportunities toreach new markets and cross-sell and upsell your customers.Compliance with the standards outlined in this document willstrengthen the preference for Cisco Collaboration Applicationssolutions including Cisco Jabber. Adherence to theseguidelines also strengthens the relationship between Ciscopartners and the master brand, Cisco.Partner BenefitsAll visual communications must clearly convey Cisco Jabberwith the use of photography, images, screen shots and theapp icon. You may use the treatment provided in accordancewith these guidelines and other applicable programagreements.The following guidelines are relevant to Cisco’sCollaboration Application offering for Jabber. Theseguidelines define the requirements for use of Cisco Jabberproduct assets including screen shots, imagery andpositioning. The guidelines, terms and conditions statedherein are in addition to all other terms and conditions,application terms and conditions, agreements or DirectContracts. Except as expressly authorized in writing byCisco, you are authorized to use the branding guidance asapplicability of your product, services or solutions offeringsas it relates to Cisco Jabber. Simplicity is the key to greatmarketing. In order of priority the Cisco Partner RelationshipLogo should take precedence in your marketingcommunications branding. The following guidelines areprovided when using imagery to explain your product,service or solution integration with Cisco Jabber.The Partner logo used in this guide is only representative. Please use the Channel Partner logo from the Cisco channel programfor which you qualify.4Marketing Cisco Software Style Guide: Cisco Jabber Edition for Channel Partners
Channel Partner UsageCisco Jabber NameThere is no wordmark for Cisco Jabber — in the same waythat there is no wordmark for other Cisco products (CiscoTelePresence , Cisco Catalyst , etc.). The first instance ofCisco Jabber in text should include the trademark symbol: CiscoJabber .Cisco Jabber is the application and can be used on differentplatforms and devices, such as Windows( ), iPad( ). Howeverthe application name is Cisco Jabber. Do not use device namesor operating systems as a descriptor of Cisco Jabber (do notuse: “Cisco Jabber for Windows” or “Cisco Jabber for iPad”, douse “Cisco Jabber”).Cisco Jabber App IconThis Cisco Jabber App Icon should always be used withscreenshot imagery. Never redraw, recreate, or re-color theCisco Jabber App Icon. Modification of the icon diminishes itsimpact and weakens recognition in the marketplace.See the Incorrect Usage section in this guide for moreinformation.5Marketing Cisco Software Style Guide: Cisco Jabber Edition for Channel PartnersCisco Jabber EditionCisco Jabber NameCisco Jabber App Icon
Channel Partner UsageCisco Jabber EditionPhotographyKey Design Elements: Product Photography AssetsAn elegant set of new images illustrating mobility andcollaboration is available for you to use in marketingcollateral. A sampling of the images follow.These guidelines will help ensure consistent creativeexecutions across the full spectrum of campaign materials:DO Choose subjects that reflect the dress and character of theInformation Technology Decision Makers (ITDM) roles inyour geography. You may use groups to represent ITDMsand Business Decision Managers (BDMs), provided allcharacters are looking either at the camera or are shownthrough the devices — consistency in talent on the deviceused is .jpg Place people in simple environments that reflect thecampaign objectives — e.g., office versus mobile on the go. When using groups of photos, use images that havesimilar lighting and shadows so photo will appear to be ina natural setting.DON’T Don’t choose busy, distracting, or irrelevant backgroundsor alternative technologies that do not represent the CiscoJabber interface or usage. Don’t crop pictures so high above the shoulder that theybecome floating heads. Don’t compose pictures so that subjects are too closetogether.6Marketing Cisco Software Style Guide: Cisco Jabber Edition for Channel Partners
Channel Partner UsageCisco Jabber Product PhotographyCisco Jabber product photography is created with a cluster of screen captures and the CiscoJabber app icon. Do not use the Cisco Jabber app icon without the screen captures. Do use theright device to illustrate the right screen captures.7Marketing Cisco Software Style Guide: Cisco Jabber Edition for Channel PartnersCisco Jabber EditionPhotography
Channel Partner UsageCisco Jabber EditionMessagingPositioning and Messaging SummaryThe following positioning andmessaging summary provides approvedcopy for Cisco Jabber marketingcampaigns.Cisco Jabber SolutionShortMessageCisco Jabber delivers the broadest choice of communication capabilities on leading devices so you can beproductive from anywhere.ExtendedMessage(SHORT copy)(EXTENDED copy)50 word250 word(EXTERNALREADY)Cisco Jabber is a unified communications (UC)application that lets you be more productive, anytime,from anywhere on any device. You can quickly andeasily find people, see if and how they are available,and collaborate using your preferred method, includinginstant messaging (IM), voice, video, voice messaging,desktop sharing, and conferencing.Cisco Jabber unified communications (UC) applicationlets you be more productive, anytime, from anywhereon any device. Wherever you are, you can quickly andeasily find people, see if and how they are available, andcollaborate using instant messaging (IM), voice, highdefinition video, voice messaging, desktop sharing, andconferencing. Jabber gives you the power to work yourway, from any device and within the familiar applicationsand business processes you use every day.(LONG copy)150 wordCisco Jabber unified communications (UC) applicationlets you be more productive, anytime, from anywhereon any device. Wherever you are, you can quickly andeasily find people, see if and how they are available, andcollaborate using instant messaging (IM), voice, highdefinition video, voice messaging, desktop sharing, andconferencing. Jabber delivers a collaborative experiencefrom your preferred device that lets you be equallyproductive whether mobile or at your desk.Cisco Jabber takes advantage of intelligence in Cisconetworks and Cisco Unified Communications Manager todeliver secure, reliable, and high quality communications.Jabber puts IT in control with deployment flexibilityand investment protection by delivering a consistentexperience across on-premises and cloud-baseddeployments and by utilizing industry standards to ensureinteroperability across Cisco and third-party solutions.8Marketing Cisco Software Style Guide: Cisco Jabber Edition for Channel PartnersCommunications and collaboration are changing to beinherently more mobile, social, visual and virtual. CiscoJabber delivers a collaborative experience from yourpreferred device that lets you be as productive whenmobile as you are at your desk.Cisco Jabber takes advantage of intelligence in Cisconetworks and Cisco Unified Communications Manager todeliver secure, reliable, and high quality communications.Secure and interoperable, Jabber puts IT in control withdeployment flexibility and investment protection. Youget a consistent experience across on-premises andcloud-based deployments — and Jabber utilizes industrystandards to ensure interoperability across Cisco andwith third-party solutions.
Channel Partner UsageCisco Jabber EditionMessagingPositioning and Messaging SummaryCisco Jabber ApplicationTheme(EXTERNAL READY)Benefits Statement(EXTERNAL READY)Work Your Way: Productivity, employeechoice, flexibilityDeliver secure, reliable, high-qualityunified communications solutions:Maximize and extend IT investmentsand budgetExtend Communications: Integrateinto existing business applications andprocessesStay Connected: Collaborate anytime,anywhere, from any device Enrich productivity with any form ofcommunications, anytime, anywhere,on any device Achieve secure, reliable, high qualitycommunications across desktop andmobile devices with the highestquality user experience Integrate with existing businessapplications to bring mobilitythroughout the enterprise Work when and where you want fromyour preferred device — from all theplaces you go: in the office, at home,on the road Deliver the best user experienceacross PC, Mac, tablet, phone Maximize cost savings throughmobility by reducing physical officespace requirements9 Optimize existing collaborationapplications through interoperable andintegrated communications Save money and resources witha flexible, simple architecture andchoice of deployment modelsMarketing Cisco Software Style Guide: Cisco Jabber Edition for Channel Partners Extend existing investments with quickand easy add-on of voice, video, andconferencing Speed time to market and agility withclick-to-‘X’ communications andcollaboration Work the way you want withoutcompromising your productivity: getthe same experience and capabilitiesfrom your mobile device as yourdesktop Communicate from within familiarapplications and business processesinstead of needing multiple, separateapplications
Channel Partner UsageCisco Jabber EditionMessagingBasic Writing TerminologyWhen describing Cisco Jabber product and servicecompatibility to your end customers, use the followingapproved terminology: Cisco Jabber works with [product or service]Cisco Jabber workswith voice, video, and more.Use “Cisco Jabber works with [product or service]” within descriptive copy.10Marketing Cisco Software Style Guide: Cisco Jabber Edition for Channel PartnersUse “Cisco Jabber works with [product or service]” as a call to action.
Channel Partner UsageCisco Jabber EditionCall to ActionConsistent Call to Action (CTA)The family of Call to Actions associated with Cisco Jabber are employed below by variousmarketing communications vehicles. In order to maintain consistency with approved guidancethese call to actions should be used. Any context outside of the below should not be used.Email to CustomerEvent PromotionCollateralDigital Banner AdDownload Cisco JabberRegister Today(LINK to app store)(LINK to event registration)Contact [Partner Name] for more Download Cisco Jabberinfo / request a Cisco Jabber(LINK to app store)demoSee Cisco Jabber in ActionSee Cisco Jabber in Action(LINK to video)(LINK to video)Find out Why Cisco JabberFind out Why Cisco Jabber(LINK to asset e.g. WHITEPAPER)(LINK to asset e.g. WHITEPAPER)Try Cisco Jabber NowTry Cisco Jabber Now(LINK to demo VOD)(LINK to demo VOD)11Marketing Cisco Software Style Guide: Cisco Jabber Edition for Channel PartnersPrint AdSee Cisco Jabber in Action(LIST URL)
Channel Partner UsageCisco Jabber EditionGraphic ApplicationGraphic ApplicationLocation matters. Cisco partner logos should serve only asendorsements of your brand. Use the Cisco partner logoon the same page with your company logo to make ourendorsement of your company apparent. Your companylogo should be larger and appear in a more prominentplace. Create a sense of balance and distance between thetwo logos to visually communicate the correct relationshipbetween our two organizations.These sample layouts include examples of best practicesfor applying the Cisco partner logo and the Cisco Jabberapp icon in brochures, on webpages, in training manualsand on packaging.BROCHURETRAINING manualWEBPAGEPACKAGING12Marketing Cisco Software Style Guide: Cisco Jabber Edition for Channel Partners
Channel Partner UsageThe Cisco Jabber EditionIncorrect UsageIncorrect UsageCisco JABBER APPICON IS INCORRECTLYSTAGED with theRELATIONSHIP LOGODo not stage the Cisco Jabber app icon in two locations orwithout the Cisco Jabber screen captures.13Cisco JABBER APPICON IS INCORRECTLYCOMBINED with theRELATIONSHIP LOGODo not create new relationship logos with the Cisco Jabberapp icon.Marketing Cisco Software Style Guide: Cisco Jabber Edition for Channel PartnersCisco JABBER APP ICON ISINCORRECTLY STAGED NEXTCOMPANY LOGODo not stage the Cisco Jabber app icon in two locationsor without the Cisco Jabber screen captures. Do not placethe app icon in a position that would suggest it is a partnercompany.
Channel Partner UsageThe Cisco Jabber EditionIncorrect UsageIncorrect UsageCISCOJABBERCisco JABBER APP ICONINCORRECTLY STAGED WITHOUTCISCO JABBER SCREEN CAPTUREsDo not stage the Cisco Jabber app icon without the CiscoJabber screen captures. Do not create logotypes for theCisco Jabber product.14Cisco JABBER APP ICON IS TOOLARGE AND NOT STAGED WITHCISCO JABBER SCREEN CAPTUREs.Do not use the Cisco Jabber app icons as the primaryvisual. Always stage the icon with Cisco Jabber screencaptures. The app icon should not be more prominent thanyour company’s logo.Marketing Cisco Software Style Guide: Cisco Jabber Edition for Channel PartnersCisco JABBER APP ICON ISINCORRECTLY STAGED IN THEPLACE OF THE PARTNERRELATIONSHIP LOGODo not stage the Cisco Jabber app icon where the Ciscopartner relationship logo should be. Always include theCisco partner relationship logo on any piece that discussesCisco Jabber products.
Channel Partner UsageCisco Jabber EditionIncorrect UsageCisco Jabber Language: Incorrect UsageJabber MeJabberificJabber TimeJabberfyJabber TalkyiJabberMoves Like JabberJibba JabberJBRTake a JabberJabberciseDon’t create catch phrases or slogans with the Cisco Jabber name. This diminishes the nameof the Cisco Jabber software product.15JabbyMarketing Cisco Software Style Guide: Cisco Jabber Edition for Channel PartnersDo not make new words with the Cisco Jabber product name.
Channel Partner UsageCisco Jabber EditionIncorrect UsageCisco Jabber App Icon: Incorrect UsageDon’t USE Without Screen CapturesDON’T USE NEXT TO CISCO LOGO ANDDON’T USE NEXT TO PARTNERRELATIONSHIP LOGO AND YOUR BUSINESSLOGO.XYZDON’T MAKE JABBER LOGOS.XYZXYZCOMPANYDON’T MAKE NEW CISCO LOGOS.DON’T USE NEXT TO YOUR BUSINESS LOGO.YOUR BUSINESS LOGO.COMPANYCOMPANYDon’t make NEW PARTNERDON’T USE NEXT TO PARTNER RELATIONSHIPRELATIONSHIP LOGOs.LOGO.DON’T USE IN A WORD OR A PHRASE.DON’T USE IN LOADING SEQUENCE.JABBERDON’T REVERSE OUT OF DARKDON’T USE IN A SENTENCE.BACKGROUNDS.The bestis with.GET J BBERLOADING.16Marketing Cisco Software Style Guide: Cisco Jabber Edition for Channel Partners
Channel Partner UsageCisco Jabber EditionIncorrect UsageCisco Jabber App Icon: Incorrect UsageDON’T DISTORT / SKEW.DON’T APPLY PERSPECTIVE.DON’T APPLY MOTION BLUR.DON’T ADD GARISH EFFECTS.DON’T APPLY OVERLAYS OR FILTERS.DON’T RE-COLOR.DON’T OuTLINE.DON’T ALTER TRANSPARENCY.Don’t Make A Character.Don’t APPLY SYMBOLS.DON’T USE ON A HEAVILY PATTERNED ORDON’T STAGE ON POORLY CONTRASTINGTEXTURED BACKGROUND.BACKGROUNDS.)17Marketing Cisco Software Style Guide: Cisco Jabber Edition for Channel Partners
Channel Partner UsageCisco Jabber: Incorrect UsageThe Cisco Jabber app icon and Cisco Partner Relationshiplogo should never be silk screened, embroidered, ortransferred to products, equipment, or promotionalmerchandise. Doing so gives the impression that CiscoJabber is a brand or sub-brand.18Marketing Cisco Software Style Guide: Cisco Jabber Edition for Channel PartnersCisco Jabber EditionIncorrect Usage
Channel Partner UsagePublic Relations and Cisco Career Certifications Legal RequirementsPublic RelationsBefore creating PR highlighting your participation in a Ciscoprogram, you must work with your Cisco program office toobtain all appropriate approvals. Please review the CiscoPR Guidelines.Cisco PR c-relations.htmlCisco Career CertificationsThe following information is specific to Cisco CareerCertifications which you will need to be familiar with if yourefer to them in your materials. The certification logos maynot be used in reference to a company or other legal entitywithout referring to the certification holder’s name.Required Trademark and Trademark NoticeThe next page provides the Notice required for use as aCisco Learning Partner or a Cisco Learning SpecializedPartner. If you also refer to Cisco Career Certifications youmust use the Notice below, and it must be customizeddepending on which Cisco Career Certifications you use inyour material. For example, if you mention CCNA, CCIP, andCCDP in your text, you must list just those three acronymsin the trademark notice.We have included all current certifications in the Notice,delete those that you do not reference. Please check theCisco Website k.html to confirm that no new certificationtrademarks have been added since the release of thisguide.19“Cisco, the Cisco logo, Cisco Systems, CCIE, the CiscoCertified Internetwork Expert logo, CCIP, the CCIP logo,CCNA, the CCNA logo, CCNP, the CCNP logo, CCDA, theCCDA logo, CCSP, the CCSP logo, CCVP, the CCVP logo,CCDE, the CCDE logo, CCENT, the CCENT logo, CCDP, andthe CCDP logo are trademarks or registered trademarks ofCisco Systems, Inc. and/or its affiliates in the United Statesand certain other countries.”Referencing a Certification Program in TextDo not directly combine the Cisco name with your companyname. All Cisco Career Certifications are trademarks orregistered trademarks of Cisco Systems, Inc. Please onlyuse the certification acronym (for example, CCNA ) inreference to the different certification levels, never spell outthe acronym.Inappropriate references to Certifications: Do Not Say: “The Cisco Certified Network Associate(CCNA) certification indicates knowledge of.” Do Not Say: “Jane Smith is a CCNA” or “XYZ Company isCCNA certified” Do Not Say: “John Smith is a CCIE” or “XYZ company isCCIE certified”Appropriate references to Certifications: Do Say: CCNA certification indicates knowledge of Do Say: “Jane Smith is certified under the CCNA program” or “John Smith, CCNA certified” Do Say: “John Smith is certified under the CCIE program;CCIE No. 1234” or “John Smith, CCIE No. 1234”Marketing Cisco Software Style Guide: Cisco Jabber Edition for Channel PartnersCisco Jabber EditionPublic Relations and CiscoCareer Certifications
Channel Partner UsageCisco Jabber EditionLegal RequirementsLegal RequirementsRequired Trademark and Trademark NoticeUnless required to use a more specific legend by anyagreement you may have with Cisco, you agree to use thefollowing notice on the page where the logo appears orwhere there are other legal notices:“Cisco, the Cisco logo, and Cisco Systems are trademarksor registered trademarks of Cisco Systems, Inc. and/or itsaffiliates in the United States and certain other countries.”Referencing Learning Programs in TextDo not directly combine the Cisco name with your companyname.Never use abbreviations to refer to your relationship toCisco (for example, XYZ Company is a Cisco SystemsAssociate, or part of the CLP program).Inappropriate references to he program: Do Not Say: XYZ Cisco Learning Partner Do Not Say: XYZ Company’s Cisco courseAppropriate references: Do Say: XYZ Company delivers authorized Cisco xxxservices. Do Say: XYZ is a Cisco Learning Specialized Partner.Program Participation and DurationIf at any time your agreement with Cisco for participationin the program terminates, you must stop using thelogo and other materials provided by Cisco. Additionally,advertisements and other materials promoting yourmembership in the program must cease. Incorporation ofthe logo on materials or electronic information distribution20systems must cease as soon as practically possible, butno later than 30 days from the date of receipt of terminationnotice from Cisco, or as set forth in the program agreementbetween Cisco and your company.Terms and ConditionsYour agreement to the terms below is a condition to receivingrights to display the logo. If you do not agree to these terms youwill have no rights to use the logo in any fashion.Privacy PolicyPlease note that Cisco has strict policies regarding thesharing of mailing lists consisting of people that haveopted-in to receive mail from Cisco. Any time a mailing listmaintained by Cisco is used, the message and visual identityof a communication must be led by Cisco. Program memberinformation may appear in the context of a communicationthat is sent to members of a list maintained by Cisco, but therules for Cisco branded communication must be followed.Any program member obtaining a Cisco list will be required tosign agreements governing use ofthe list. For details about the Cisco Privacy Policy ml1. You agree to abide by both the trademark usage guidelinescontained in this document and the Cisco Trademark Policy asamended from time to time. The Cisco Trademark Policy can befound at o brand center.html. The guidelines and policies aboveare incorporated herein by reference and are subject to changewithout notice.Use of the Term “Partner”Use of the Cisco logo shall not be construed to create orconstitute a partnership between your company and Cisco.Use of the term “partner” in the logo or in these guidelines isfor convenience only and is not an indication of a partnershiprelationship between your company and Cisco.Review ProcessCisco reserves the right to review and approve your use ofthe logo at any time. Samples of materials that include useof the logo must be provided as requested and you will makemodifications to your use of the logo as Cisco may request.Cisco has the right to terminate, for any reason and withoutprior notice, your use of the logo. Cisco hasthe right, at any time and without cause, to modify orsuspend the terms of these guidelines.Marketing Cisco Software Style Guide: Cisco Jabber Edition for Channel Partners2. You acknowledge Cisco’s rights in the logo and agree not toadopt, use, register, or attempt to register anywhere in the worldany logo or trademark confusingly similar to the logo. You agreenot to challenge the validity of Cisco’s rights in the logo. You willacquire no rights in the logo through your use and shall take noaction inconsistent with Cisco’s interest in the logo. If you doobtain rights in the logo, you will grant those rights back to Cisco.3. You understand and agree to abide by Cisco’s review process.4. CISCO DISCLAIMS ALL WARRANTIES REGARDING THE LOGOINCLUDING WARRANTIES OF TITLE AND OF NONINFRINGEMENTOF THIRD-PARTY RIGHTS AND ANY WARRANTIES THAT MAY BEIMPLIED BY APPLICABLE LAW. CISCO DOES NOT GRANT ANYINDEMNITY AGAINST INFRINGEMENT OR OTHER CLAIMS ARISINGFROM YOUR USE OF THE LOGO UNDER THESE TERMS ANDCONDITIONS. YOUR USE OF ANY SUCH LOGO IS AT YOUR OWNRISK, AND YOU AGREE TO INDEMNIFY CISCO AGAINST ALL CLAIMSAND LIABILITY THAT MAY ARISE FROM YOUR USE OF THE LOGO.5. You agree that Cisco has the right to take action against anymisuse or unfair, misleading, diluting, or infringing use of the logoor other Cisco trademarks.
ContactsCisco Brand StrategyCisco Brand Centerwww.cisco.com/go/brandCisco Learning Partner, CiscoLearning Specialized Partner andCisco Learning Business o.com/go/learningpartnersCisco Career Certifications co Learning Partner Logo Guidelines
There is no wordmark for Cisco Jabber — in the same way that there is no wordmark for other Cisco products (Cisco TelePresence , Cisco Catalyst , etc.). The first instance of Cisco Jabber in text should include the trademark symbol: Cisco Jabber . Cisco Jabber is the application and can be used on different
