vmware corporate brand guide

VMware Corporate Brand GuidelinesV.2.0 / Updated November 2009

GU i d e l i N e s

VMware Corporate Brand Guidelines

CORPORATe B RANd GU i d e l i N e s / 2

Table of Contents

Section A: Brand Brief. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

How To Use This Brand Brief . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Context . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Landscape . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Who We Are . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Audiences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Blueprint for Building a Brand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Brand Essence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Brand Promise . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Brand Attributes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Proposed VMware Structure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Section B: Messaging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

Section C: Tone and Voice. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

Tone/Voice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

The VMware Tone and Voice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Section D: Corporate Logo. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

Freedom from Constraints . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31

Why Change? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

Corporate Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33

Logo Colors & Backgrounds . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34

Logo Clear Space . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35

Logo Sizing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36

Use of Registration Mark Symbol . . . . . . . . . . . . . . . . . . . . . . . . . . . 37

Incorrect Logo Uses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38

Section E: Co-brand and Program Logos . . . . . . . . . . . . . . . . . . . . . . 39

Co-branded Logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40

Building Co-branded Logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41

Building Co-branded Logos with Divider . . . . . . . . . . . . . . . . . . . . 42

External and Internal Program Logos . . . . . . . . . . . . . . . . . . . . . . . 43



Section F: Brand Design Elements. . . . . . . . . . . . . . . . . . . . . . . . . . . . 44

Brand Design Elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45

Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46

Using the Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47

Introduction to VMware Brand Elements . . . . . . . . . . . . . . . . . . . . 48

Primary Art Usage: Cool Peelback . . . . . . . . . . . . . . . . . . . . . . . . . . 50

Primary Art Usage: Pattern . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51

Primary Art Usage: Asymmetrical . . . . . . . . . . . . . . . . . . . . . . . . . . 52

Primary Art Usage: Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53

Primary Art Usage: Groups . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54

Section G: Typography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55

Introduction to Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56

Typography: Primary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57

Typography: Secondary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58

Typography: Alternate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59

Typography: Hierarchy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60

Section H: Brand Assets. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61

Brand Assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62

Stationery System . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63

Stationery Templates . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66

Presentation Templates . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67

Packaging Templates . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68

Print Materials: Peelback . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69

Print Materials: Asymmetrical . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70

Print Materials: Partner . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71

Advertising: Online . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72

Email Headers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73

Events: General . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74

Events: Webinars . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75

Events: Thematic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76



Events: VMUG, VCC, & Executive . . . . . . . . . . . . . . . . . . . . . . . . . . . 77

Offers and Announcements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78

Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79

Product Launches . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80

Surveys . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81

PSO and Educational Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82

Partners . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83

Email Headers: IT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84

Email Headers: Newsletters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 85

Electronic Assets: Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86

Ephemera . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87

Logo Use Exceptions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 88

Section I: Partner System and Logos. . . . . . . . . . . . . . . . . . . . . . . . . . 89

Partner Logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90

Partner Program Logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91

Primary Art Usage: Partner Asymmetrical . . . . . . . . . . . . . . . . . . . 92

Print Materials: Partner . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93

Section J: Photography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 94

Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95

Section K: Brand Resources & Contacts . . . . . . . . . . . . . . . . . . . . . . . 96

Brand Resources & Contacts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97

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Brand Brief



How To Use This Brand Brief

This document works as the central platform for defining the VMware brand, and as the starting point for the brands messaging, identity, and other customer-facing expressions of the company. It aims to provide a consistent framework for developing a wide range of tactical marketing materials that flow from the same source, even if their specific executions vary.

Please keep in mind that the content in this document is not intended to serve as marketing copy. This is an internal document only and not to be shared outside the company and its marketing agencies.



Context

The business case for evolving the brand.

Historically, VMware has been the only major player in the virtualization market segment. We pioneered the virtualization category and have been extremely successful in driving virtualization to date. However, other software companies (most notably Microsoft, Citrix, Oracle, and IBM) have seen the opportunities that lie in virtualization software and are looking to encroach on our territory.

Microsoft, in particular poses a real threat, and its time for VMware to clearly define and differentiate itself with a clear and unique point of view on virtualization. Additionally, virtualization is a broad category with a multitude of definitions, which makes it easy for a number of software companies to clutter the market by claiming that they offer the real deal.

VMware is trying to pull off what very few brands have accomplished: Simultaneously being both the premium brand and the leader in market share in a maturing category (although there is still tremendous growth potential among first-time adopters). Other examples include FedEx, Hertz, Netflix, and Apples iPod brand. In this context, premium doesnt necessarily mean most expensive, but rather most advanced. However, the most successful of these brands also manage to command a price premium while maintaining a dominant market share.



Landscape

A description of the environment within which the company and brand operate.

The adoption of virtualization has happened so quickly that there are still a number of perceptions about how virtualization is being used in the datacenter.

As a result, many organizations find it difficult to differentiate between competitive virtualization offerings. This confusion benefits large, competitive, broad-based technology brands such as Microsoft, IBM and Oracle, since they already have extensive customer relationships with the IT and senior business management executives at enterprise-level companies. Those brands can and are claiming that they offer virtualization too, even if their products represent only the most basic, rudimentary benefits of server consolidation.

VMware must appeal to advanced IT professionals who understand the value of our complete approach to virtualization, as well as to virtualization neophytes who tend to value lack of risk and the status quo as much or even more than the truly powerful capabilities of the technology.

In short, VMware must maintain its technical edge perception while communicating that even less risk is involved if companies chose VMware over the brands they already know well.



Who We Are

What makes us unique?

In 1998, VMware was founded on one word: Possibility.

It defines who we are, what we do, and how we do it.

It inspires us to turn things upside down to look at things differently.

It also means we welcome the impossible.

We do not accept the status quo.

We dont take no for an answer.

We are inherently fanatical problem solvers.

We believe that problems are solved by questioning everything.

We are not people that just solve todays problems, but the people who solve and think up the new problems of tomorrow.

We break problems down to their simplest form and answer them from there.

We embrace challenges.

We push boundaries.

We built a campus that defies convention.

We are led by individuals who embrace change.

VMware fundamentally challenges all constraints which literally opens the door to endless possibilities.

Its also why now, more than ever is the time for VMware.

At VMware, possibility is everything.

VMware Embrace possibility.


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Audiences

The brands targeted audience segments and their unique concerns.

As virtualization has grown into a mainstream technology for everything from enterprise datacenters to consumer desktops, the range of target audiences for the VMware brand has grown with it. Our rapid growth was initially fostered by an extremely enthusiastic group of early adopters who had the expertise to understand immediately the revolutionary significance of what we have to offer. That core audience consisted, and does, comprise primarily of middle- and upper-level IT professionals in large Fortune 1,000 corporate datacenters.

Enterprise

As the market for virtualization has grown past the early-adopter stage, additional audiences need to understand why VMware is the right choice for their needs, too. These audiences include:

C-level IT Managers for large companies

C-level Business Managers at the same companies e.g. CFOs and CEOs

Technology and business executives in small and midsize businesses

Financial and business analysts

The Agents of Change

In addition, agents of change are particularly important as a target audience. These are the companies who generate attention around their product choices and influence the opinions of others. They include:

Students

Developers

Content creators

Innovators in enterprise computing

This audience will be more aggressive in taking advantage of the extensive capabilities delivered through VMware virtualization solutions, and are less likely to be satisfied with a good enough competitive offering.

Appealing to this audience will help position VMware as the choice of the most demanding and lucrative businesses poised for rapid growth, and will, in turn, influence the priorities and decisions of the more mainstream enterprise-related audiences described above.



Blueprint for Building a Brand

Strategy/Tactics

What you say

Execution

What you do

Intangible

Tangible

Essence

Promise

Attributes

Identity Elements

products/service/financial performance

employee/organization behavior

marketing communications/environments

affiliations/audience opinions

Essence

What you want to be. Not for external communication; should not be attainable immediately.

Promise

What you can deliver to the customer TODAY. Can be changed as often as capabilities expand.

Attributes and Identity Elements

The look and feel of how you present yourself to customers.

What you actually do to deliver on the expectations you set



Brand Essence

The core idea behind a brand.

Freedom From Constraints Freedom from the complexity of IT.

Freedom from the constant maintenance and management of infrastructure.

Freedom from hardware, operating system, storage and network components.

Freedom to rapidly and transparently provision business services internally or in the cloud.

Freedom to focus on the business and not the plumbing.

Freedom to choose.



Brand Promise

A compelling, authentic statement that describes what customers can expect from every single encounter, uniquely differentiated from competitors.

Core Brand Promise (for all audiences)

VMware delivers the technology that unlocks the true potential of IT infrastructure and applications and the people who run them so they are more efficient and responsive to business needs.

With VMware You can shift from performing maintenance and monitoring to driving competitive advantage by supporting the business with a faster approach.

You can more easily deliver and adapt reliable IT services.

You rapidly and transparently provision computing power and resources internally and from the cloud.

Applications run with higher availability and performance.

Youre not locked into a specific operating system or any type of x86 hardware.

You dont have to decide between legacy or new apps or private versus external cloud.

Youre free from the constraints that have held you back...and that could hold you back in the future.

VMware as a company Unlocks your IT resources potential (both staff, infrastructure and applications), and your businesss potential.

Welcomes the impossible and embraces challenges, and continually strives to push boundaries.



Brand Attributes

Provocative words that capture the essence of the brand and bring the brand to life.

BoldVMware challenges the status quo with the confidence of an industry leader. The company has a proven track record of addressing major challenges with confidence and skill.

SimpleSimplicity is what makes advanced technology applicable to broad markets. VMware has taken this approach with its products, and will follow with its marketing practices, thereby extending the reach of its solutions.

TrustedVMware values straightforward, honest relationships with its customers, partners and employees. We are bold in our vision, but forthright about current offerings. VMware has proven value and inspires loyalty.

InnovativeVMware became the market leader by constantly challenging its employees to advance virtualization technology and applications. This cultural embodiment of innovation permeates every aspect of the business, as we aspire to be the best in everything we do.



Proposed VMware Structure

Essence

Promise

Attributes

Identity Elements

products/service/financial performance

employee/organization behavior

marketing communications/environments

affiliations/audience opinions

Essence

Freedom From Constraints

Promise

From the desktop to the datacenter to the cloud, VMware technology transforms IT resources, applications and infrastructure to be faster, more efficient, and more responsive to business needs.

Attributes

Bold, Simple, Trusted, Innovative

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Messaging



Company information

CoMPAny MISSIonTo dramatically simplify the complexity of IT.

CoMPAny PoSITIon

VMware is the global leader in Business Infrastructure Virtualization, the technology catalyst enabling more flexible and efficient IT environments.

KEy VALUE ProPoSITIon

VMware enables organizations to energize their businesses through IT, while saving energy. VMware achieves this through the delivery of proven solutions for Business Infrastructure Virtualization based on the companys industry-leading virtualization platformVMware vSphere.

With VMware Business Infrastructure Virtualization solutions, Iorganizations can:

Optimize financial energy by reducing capital and datacenter costs to get more done with less. VMware virtualization can reduce capital costs by as much as 60 percent.

Shift human energy from servicing hardware to driving the business. VMware virtualization reduces time spent on routine administrative tasks by about a third.

Save the Earths energy by using less power, cooling and real estate, and using it more wisely. VMware virtualization reduces power, cooling and real estate needs in the datacenter, cutting energy costs by up to 80 percent.



Company Description(s)

25 WordS VMware, the global leader in Business Infrastructure Virtualization, delivers proven virtualization solutions from the desktop through the datacenter and to the cloud.

100 WordS VMware, the global leader in Business Infrastructure Virtualization, delivers proven virtualization solutionsfrom the desktop through the datacenter and to the cloudthat energize business, while saving energy. IT organizations in companies of all sizes rely on VMware and its industry-leading platform, VMware vSphere, to achieve a more efficient, controlled and flexible IT environment. With 2008 revenues of $1.9 billion and more than 150,000 customers and 22,000 partners, VMware delivers the worlds most trusted solutions for virtualization, a strategic initiative that consistently ranks as a top priority among CIOs. VMware is online at www.vmware.com.

Business Challenges

Over the past few decades, IT infrastructures have become increasingly complex and brittle. This is due to the inherent nature of ITthe constant addition of new applications, built on incompatible architectures, across a disparate collection of hardware and infrastructure. The result is a tight coupling of applications to physical hardware, with brittle connectivity between systems, making it extremely difficult to support changing business needs. In essence, business opportunities are stuck in IT backlogs, and IT is stuck maintaining a burdensome infrastructure.

Added to this level of complexity and rigidity was the proliferation of both servers in the datacenter, and end user devices. This explosion of IT assets has led to significant inefficiencies in resource utilization and a more difficult environment to manage and control. Today, most IT organizations are forced to spend 70 percent or more of their resources on maintenance, leaving a small fraction available for more value-add, strategic projects.

VMware is committed to addressing the root of the problemcomplex, brittle and siloed infrastructure. By leveraging virtualization technology, VMware decouples critical business applications and information from underlying physical hardware. VMware delivers the industrys most complete Business Infrastructure Virtualization solutions.



Differentiators

VMware is the most trusted virtualization provider in the world.

VMware has more than 150,000 customers, including 100 percent of the Fortune 100 and 100 percent of the Global 100

According to Gartner, 89 percent of all virtualized applications in the world run on VMware (December 2008)

VMware is redefining the industry with its fourth-generation platform, VMware vSphere

VMware offers the most complete, common platform for Business Infrastructure Virtualization.

VMware vSphere is the common foundation for all of VMwares award-winning solutions, from the desktop through the datacenter and reaching to public clouds

VMware vSphere, with its intrinsic value-added services, including high-availability, fault tolerance and disaster recovery, is the most comprehensive foundation to enable Business Infrastructure Virtualization

VMware enables hybrid cloud strategies, by bridging private cloud and public cloud infrastructures with a common platform, application container, and management model

VMware has the broadest, most innovative ecosystem for virtualization in the world.

With more than 22,000 partners, VMware works in close collaboration with other industry leaders to further virtualization

Together, VMware and its partners offer the broadest solutions to organizations leveraging Business Infrastructure Virtualization



VMwares customers have experienced proven results.

VMware customers have experienced energy savings:

Financial: 50-60 percent CAPEX savings

Human: Average of 33 percent+ cumulative time savings for day-to-day admin activities

Up to 80 percent in energy savings, leveraging consolidation and Distributed Power Management (DPM)

VMware Solutions

VMware delivers the worlds most trusted solutions for Business Infrastructure Virtualization on its industry-leading virtualization platform, VMware vSphere. Businesses of all sizes gain significant improvements in IT efficiency, control and flexibility when deploying VMware Business Infrastructure Virtualization solutions, including:

Datacenter Solutions

Desktop Solutions

Cloud Services

Application Development and Test Solutions

Datacenter SolutionsEnabling a more dynamic, agile service model, at lower costs.Innovation and time to market are critical to business success, yet existing, rigid IT infrastructures challenge business agility. VMware datacenter solutions drive business agility, while reducing capital and operating expenses. By simplifying IT infrastructure and creating a more dynamic datacenter, VMware enables businesses to achieve energy savings, faster application and IT service delivery, full IT process automation and higher levels of business continuity. VMware datacenter solutions enable IT to transform the datacenter into a private cloud, and meet critical business needs, including server consolidation, IT management and business continuity/disaster recovery.

Use Cases: Server ConsolidationWith VMware datacenter solutions, IT organizations enjoy the highest consolidation ratio and lowest cost of infrastructure per application in the industry. IT can eliminate excess server capacity and reduce capital costs by up to 60 percent.

Virtualization ManagementWith VMware datacenter solutions, IT staff can automate mundane tasks, lowering operating costs by a third, while helping IT to manage service-level agreements



(SLAs) rather than components. Through a combination of partner and VMware virtualization management solutions, IT organizations can be confident they are dramatically simplifying complex operations and achieving optimal efficiency.

Business Continuity / Disaster RecoveryWith VMware datacenter solutions, IT organizations can ensure high-availability at low costs without significant hardware and software investments. The solution also enables IT organizations to recover quickly and efficiently from outages and improve, and even guarantee, application level service-level agreements (SLAs).

Desktop SolutionsDelivering the desktop as a managed serviceIn todays global economy, workforces are highly distributed, and workers use an ever growing variety of end point computing devices. Managing desktops securely has become complex and expensive. By freeing IT resources from time-consuming and inefficient desktop management, organizations can reallocate IT staff onto more strategic projects, creating greater business efficiency. VMware View desktop solutions are the only tightly integrated end-to-end solutions purpose-built for delivering desktops as a managed service. They enable IT to quickly respond to changing business needs, simplify and automate desktop management and provisioning, reduce costs by 50 percent and increase data security without sacrificing end user experience, flexibility or productivity. IT staff deploying VMware View desktop solutions on VMware vSphere can simplify and automate desktop workflows, reduce operational costs and increase control, while providing end users with a flexible and rich total desktop experience regardless of device, network or use case.

Use Cases: Win7 MigrationWith VMware View desktop solutions, IT can quickly migrate applications and desktops to Win7 and easily provision and simplify management of thousands of Win7 desktops.

Remote and Branch OfficesWith VMware View desktop solutions, IT organizations can accelerate desktop provisioning time by 50-70 percent, reducing the long-term cost of supporting workers in branch offices, call centers or other locations, while maintaining complete control over corporate information assets.

Secure Mobile ComputingWith VMware View desktop solutions, IT organizations can provide telecommuters, sales professionals in the field and other end users outside of the corporate firewall with anytime, anywhere access to their own complete, personalized desktop environ-ment, while minimizing the risk of data security breaches.

Auditing and ComplianceWith VMware View desktop solutions, IT staff can effectively track and monitor who is using what application, when and easily meet regulatory compliance requirements.



Cloud ServicesCreating a bridge between the private and public cloudThe promise of cloud computing enables companies of all sizes to scale quickly to respond to the needs of their business and get out of the business of just maintaining the infrastructure. VMware and its Cloud Services partners deliver on this promise by offering new technologies and services that give customers application compatibility, enterprise-readiness and choice in type of service and location to enable seamless interoperability and mobility between private and public clouds.

VMware offers the only fully compatible, unified platform, VMware vSphere, that seamlessly integrates both private and public clouds to deliver applications securely where and when needed.

Use Cases: On-demand Scalability and Capacity Off-site Disaster Recovery

Application Development and Test SolutionsOptimizing development to deploymentThe ability to quickly provision and administer complex testing and development environments is critical to go-to-market business success, yet IT delays, caused by days and weeks configuring servers and systems, can make rapid deployment nearly impossible. VMware application development and test solutions dramatically speed time to market and improve software quality. By supporting an accelerated development and deployment process with the highest scalability and performance in the industry, VMware transforms the IT infrastructure, enabling engineers using its application development and test solutions on VMware vSphere to access self-service provisioning and release management capabilities, eliminating the administrative burden on IT. VMware application development and test solutions are proven to meet critical business needs, including virtual lab automation.

Use Cases: Virtual Lab AutomationWith VMware development & testing solutions, IT organizations can achieve sig-nificant cost savings and operational benefits by sharing resources across develop-ment and test teams.

Production and deployment of modern software applications and appliances



VMware Product Line DescriptionsVMwares virtualization technologies bring efficiency, control and flexibility to IT environments, enabling customers to focus energy and budget on innovation and business value. This proven, award winning set of integrated products ensures customers can achieve the greatest return on their existing infrastructure while creating a clear, pragmatic path to emerging cloud computing environments.

VMware vSphereThe industrys most widely deployed virtualization platform delivers the only foundation to transform datacenters into dynamic, simplified infrastructures for private, public and hybrid cloud environments. The most comprehensive set of unique capabilities for availability, security, resource optimization, and business continuity have established VMware vSphere as the platform of choice for customers of any size.

VMware vCenterA complete set of capabilities to centrally manage and automate all recurrent IT management processes in the virtualized datacenter resulting in dramatic OPEX savings. The VMware vCenter family of products enables service-level assurance and proactive management of virtualized environments through provisioning, performance, capacity planning and disaster recovery automation.

VMware ViewThe industrys only purpose-built desktop virtualization solution, VMware View leverages the proven VMware vSphere virtualization platform, innovative display capabilities and a broad ecosystem of partners to set new cost, quality and scale standards for the desktop. VMware View enables mainstream adoption of desktops offered as a managed service at half the TCO of traditional desktop approaches, while paving the way for desktops to be delivered via emerging cloud environments.

UPdATed OCTOBeR 2 009s eCT iON C

Tone and Voice



Tone/Voice

A vocabulary and style of expressing the spirit of the brand through words and images.

Communicating the VMware Brand

A strong brand is a clear, direct and consistent expression of a companys unique positioning and personality. And the written word is an integral component of that expression. The words we use when we communicate to our many audiences customers, partners, investors, influencers, employees and prospects can directly and indirectly affect how they view and interact with us.

As communicators for VMware, our goal is to convey the distinctive VMware brand and our personality through all our marketing communications and programs. How you say something is just as important as what you say. Brand equals reputation. By communicating our messages clearly and in a consistent tone and voice, we help enhance the VMware brand and the companys value in both the marketplace and in the community.

The tone and voice of VMware is a combination of what we say and how we say it. The tone and voice is the personality of VMware. It is a combination and a balance between the four core brand attributes: Bold versus Simple and Innovative versus Trusted. These attributes act as balancing forces to assist in accurately aligning the voice and tone to the communication vehicles.

The emphasis of the various brand attributes will vary depending on the type of communication vehicle. For example, when writing a technical whitepaper, we should emphasize the Simple and Trusted attributes. A direct marketing campaign, on the other hand, would exhibit the Bold and Innovative voice attributes.



The VMware Tone and Voice

A vocabulary and style of expressing the spirit of the brand through words and images.

BoldVMware challenges the status quo, with the confidence of an industry leader. We drive the virtualization industry through our vision and proven track record, delivering quality solutions that customers of all sizes are implementing.

We embrace the passion and energy around what VMware has created with virtualization and the impact our technologies are having on businesses.

The VMware voice is changing from understated and conservative to bold. We want to be heard above the noise in a cluttered market. We want to stand out as the leader and amplify our message without shouting or being overly aggressive.

We are able to make bold claims and back them up with confidence, emphasizing the companys proven track record.

Bold is:Enthusiastic

Energetic

Distinct

Strong

Thought provoking

Confident

Passionate

Bold is not:Controversial

Loud or Shouting

Obnoxious

Fanatical

Aggressive



SimpleAs a company, we provide answers to problems by breaking them down to their simplest forms. Managing complexity in this way provides a formula for success. The essence of the VMware brand is tied to simplicity and clarity.

We write and speak in a clear and concise manner and do not overcomplicate our communications. We need keep our customers concerns top of mind and present the value proposition in what we say.

We are the one clear voice in a cluttered category. We are the voice that communicates a clear definition of virtualization, our vision and the journey a customer can take to reap the benefits our solutions offer.

Its important that we communicate in a simple yet passionate and energetic manner, and not appear dull and understated.

Always consider the audience and communicate at the appropriate level of technical knowledge to avoid complexity and confusion. Its imperative to use clear, compelling words and sentences that are to the point and avoid using technical jargon.

Simple is:Specific

Clear and concise

Fundamental

Straight-forward

Uncomplicated

Compelling

SIMPLE is not:Elementary or condescending

Patronizing

Understated

Dull



InnovativeVMware became the market leader by constantly challenging itself to advance the industry, the technology and applications of virtualization. This cultural embodiment of innovation permeates every aspect of the business, as the company aspires to be the best in everything it does. We have an unwavering commitment to innovation.

The ethos of VMware is founded on challenging the status quo and solving problems that have yet to be identified. VMware introduced virtualization as a game-changing technology that has had positive impacts on our users and the companies in which they work.

VMware extends its expertise beyond technical advances to business innovation taking the extra step of recognizing why the technology is important to the customer, and how it can be used to adapt to and take advantage of a constantly changing marketplace.

Our voice is unique and should be heard and understood as distinctly from VMware. Our audiences need to hear a unique message and refreshing style that is different from what they hear from the competition. We are not predictable or boring.

Focus attention on how VMware enables innovation and helps customers solve important real-world problems. Communicate ours and our customers aspirations and inspire creative action.

Innovative is:Groundbreaking

Novel

Inventive

Original

Pioneering

Driving thought leadership

Confident

Innovative is not:Offensive

Bleeding edge

Arrogant

Too detailed or deep

Distant

Predictable



TrustedVMware values straightforward, honest relationships with its customers, partners and employees. It is bold in its vision, but forthright about its current offerings. VMware has proven value and endears loyalty.

When you behave in an ethical manner, theres no need to hide anything from the outside world. VMware is honest and straight-forward about its products capabilities, and runs its own company to the highest ethical standards.

Establish and maintain trust and credibility by substantiating marketing claims with verifiable facts. Leverage third-party validation from customers, partners and industry analysts wherever possible. Avoid hyperbole (hype), exaggerations and overstatements, as well as overused statements (ilities).

TRUSTED is:Believable

Credible

Dependable

Forthright

Proven (data points)

TRUSTED is not:Conservative

Understated

Exaggerated

Hype

Jargon-based

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Corporate Logo



OLD SYMBOL

The core ideas behind our brand.

Freedom to better leverage your resources (human or hardware).

Freedom to assign your IT staff to more strategic projects rather than maintenance and dealing with the plumbing.

Freedom to drive the business needs at a faster pace.

Freedom to deliver adaptable and reliable IT services.

Freedom to resource, manage, and automate IT services across all your servers, storage and networks through the VDC-OS (No vendor lock-in).

Freedom to rapidly and transparently provision computing power and resources Internally or from the Cloud.

A better way to run your applications for higher availability and performance.

The opportunity to transform the way IT functions to drive the business as a competitive advantage.

Freedom from Constraints

With the introduction of the new wordmark, the VMware symbol will be retired. The products and services that VMware offers are designed to free businesses and people from traditional IT constraints, however the old logo was limited by the interlocking shapes that comprise the symbol.



BEFORE

AFTER

Reasons for change

Updates the brand to more accurately reflect the current values, ambitions and characteristics of the company.

Evolves the mark and the brand to securely position VMware as a confident provider of a technologically advanced yet clear and reliable solution in the world of virtualization.

Presents VMware as a premium brand and the market share leader in a maturing industry.

Reflects the company position of freeing businesses from traditional IT constraints through an unbounded visual representation.

Mitigates readability issues.

Why Change?

The new VMware logo establishes our voice as an industry authority and market- and thought-leader; we speak in a measured tone because we do not need to shout. We are not flashy or trendy. The wordmark is simple and approachable. The use of the color gray is bold and confident and provides a consistent voice that a maturing industry leader can use for years to come.



CORPORATE LOGO

Corporate Logo

The corporate logo should be treated as one unit and should never be divided. The VMware logo should be considered a picture, not a word. The logo must not be redrawn or modified in any way and should include the registration mark in all instances, except when the logo is smaller than the minimum size, as it will be rendered illegible.

Corporate Logo

Our corporate logo is the most visible expression of our brand. Once introduced, this wordmark becomes the constant that represents VMware in every communication. The VMware logo has been updated to reflect the company position of freeing businesses from traditional IT constraints through an unbounded visual representation. The new logo is available for download at https://www.vmware-onebrand.com/ or https://vmshare.vmware.com/marketing/corporate/branding/default.aspx.



PMS COOL GRAY 11 BLACk

Logo Usage: Color

Whenever possible, the full color logo should be used. When it is not possible to use the gray logo, the one color reverse or positive logos may be used. In addition, the logo may be produced as a blind emboss/deboss, or as a white or clear foil stamp.

Logo Usage: On Backgrounds

When positioning the logo on a colored background, the value of the background determines how the logo is used. When positioned on a colored background, the logo should appear in solid black or reversed out to white.

Color Palette

Logo Colors & Backgrounds

For consistency, our logo may only be applied in a limited number of colors and techniques. To preserve legibility, the gray logo should only be placed on a white or off-white background. When placed over a photograph, the background should never appear overly textured, as this will also reduce legibility of the logo.

PantoneCool Gray 11

C0:M2:Y0:k68R113:G112:B116#717074

C0:M0:Y0:k0R255:G255:B255#ffffff

C0:M0:Y0:k100R0:G0:B0#000000

PantoneWhite

PantoneHexachrome Black

40% or less 41% or greater

USE POSITIVE LOGO POSITIVE LOGO FOR 40% BLACk OR LESS

USE REVERSE LOGO REVERSE LOGO FOR 41% BLACk OR GREATER

REVERSE



CORPORATE LOGO CLEAR SPACE

Logo Clear Space

The area of isolation represents the minimum clear space that must be provided at all times. This area is determined by the x-height of the v in the VMware logo and is proportional regardless of logo size.

Logo Placement

The correct placement of the VMware logo depends on the type of brand component.

Logo Clear Space

There must always be sufficient space surrounding the logo to avoid competition from other visual elements and maintain its visual impact.

x

x x

x

x



STANDARD SIzE: 1.14 INCH WIDTH (29MM)

MINIMUM SIzE: .75 INCH WIDTH (19MM)

Standard Size

The standard logo size has a width of 1.14 inches (29 mm).

Minimum Size

To ensure that the logo is sharp and recognizable, it must be reproduced with a minimum width of .75-inches (19.05mm). The symbol must always be included in all logo applications (please see Use of Registration Mark section for details).

Logo Sizing

The standard and minimum logo sizes described below help to ensure that the VMware mark reproduces with optimal legibility.

1.14 (29mm, 82.2px)

.75 (19.05mm, 54px)



STANDARD SIzE: 1.14 INCH WIDTH (29MM)

LARGE SIzE: 1.75 INCH WIDTH (29MM) OR LARGER

Standard Size

The should be used with the vector .eps VMware logo at the recommended standard size and all instances under 2-inches wide.

Logo sizes between the minimum .75-inches (19.05mm, 54px) and 1.99-inches (50.55mm, 143.28px) wide use the same proportion symbol. Simply scale the vector .eps format logo to whatever size is required.

Logo sizes smaller than the minimum .75-inches (19.05mm, 54px) wide will not need the symbol.

Larger sizes

Logo sizes between 2-inches (50.8mm, 144px) and up to 6 ft (1828.8mm) wide use the same proportion symbol. The should be scaled to match the radius curve in the stem of the lowercase r. The aligns flush left with the right edge of the lowercase e.

Extreme cases

Logo sizes applied larger than 6ft. wide need to be approved by VMware.

Use of registration Mark Symbol

Using the optimal size of the designation is important. When the is too large, it can compete with the logo and when it is too small, it appears as a speck or mistake and does not properly establish our companys legal designation. Any logo that is smaller than .75 will not need the symbol, as it will be too small and obscure to function.

1.14 (29mm, 82.2px)

.75 (19.05mm, 54px)

1.75

2



1 Incorrect Color Split

Do not separate the VM from the ware in the corporate logo.

2 Incorrect Background

Do not position the logo on or near other elements, shapes textures or patterns and avoid backgrounds that are busy or cluttered.

3 Incorrect Placement

Do not skew or rotate the logo. The logo may only be positioned on a 0 horizontal axis.

4 Incorrect Contrast

Do not apply the logo to a background where lack of contrast diminishes legibility.

5 Incorrect Color

Do not reproduce the logo in an unapproved color.

6 Incorrect Color

Do not reproduce the logo as a screen or tint of VMware Gray.

7 Incorrect Background

Do not place the logo over a gradation of any kind.

8 Incorrect Font

Do not redraw or use another font to create the VMware logo.

Incorrect Logo Uses

Inconsistent use of our logo detracts from our brand equity and recognition. Altering or recreating our logo in any way negates the consistency we strive to achieve. The examples below illustrate some incorrect uses of our logo.

1

3

5

8

vmware

7

2

4

6

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Co-brand and Program Logos



CO-BRANDED LOGOS LEAD POSITION (HORIzONTAL)

Co-branded Logos

Certain layouts require a co-branding with VMware Partners. Here is how to handle multiple logos.

Make all of the logos visually equal in size.

Align the VMware logo horizontally or vertically with other company logos

Make sure that there is sufficient clear space and equal distance between the logos

Whenever possible, put the VMware logo in the lead position

Co-branded Logos

The Co-branded logos are used to communicate another companys business relationship with VMware. All graphic identity guidleines apply. When utilized in marketing and communications materials, the graphic identities of each organization must be disctinct from each other.

CO-BRANDED LOGOS ALTERNATE POSITION (HORIzONTAL)

CO-BRANDED LOGOS LEAD POSITION (VERTICAL)

CO-BRANDED LOGOS ALTERNATE POSITION (VERTICAL)



CO-BRANDED LOGO BUILD (HORIzONTAL)

CO-BRANDED LOGO BUILD (VERTICAL)

Co-branded Logos






Building Co-branded Logos

2X

X

X

1.5 X



CO-BRANDED LOGO BUILD (HORIzONTAL)

CO-BRANDED LOGO BUILD (VERTICAL)

Co-branded Logos




Horizontally aligned logos are aligned along the baseline

Vertically aligned logos are center aligned



Color Standards

It is preferred that this logo combination appear in either black or reversed white on either a white or black background.

Building Co-branded Logos with divider

X X

X

X

.75 X

.75 X



Program Logos

The Program logos should be treated as one unit and should never be divided. The VMware logo should be considered a picture, not a word. The logo must not be redrawn or modified in any way and should include the registration mark in all instances.

External and Internal Program Logos

EXTERNAL PROGRAMS

INTERNAL PROGRAMS

UPdATed OCTOBeR 2 009s eCT iON F

Brand Design Elements



Brand design Elements

One of the many elements that has made VMware successful is consistency in how our brand is applied. The pages that follow cover appropriate use and selection of color and artwork for any design project, both internal and external. By following these simple guidelines, you can ensure that the materials you produce fit with the corporate design system and are representative of the VMware brand.



CORPORATE COLOR

EXTENDED PALETTE

PRIMARY

SECONDARY

Corporate Color

Corporate Color: VMware Gray Pantone Cool Gray 11.

Extended Palette

Colors are divided between cool and warm hues with primary and secondary accent colors.

The primary palette should be used as a first line solution when making color decisions.

The secondary palette should be used only to help highlight, define a hierarchy or add depth to content as necessary.

Web Colors

Colors in both the corporate and extended palettes are provided in RGB and hexadecimal values for web channels.

Color Usage

Please see page 47 for information on specific color usage.

Color Palette

Consistent color usage ensures maximum brand recognition. The corporate color, VMware Gray, is the foundation of the brand and should always be used properly to reinforce brand equity.

pantoneCool Gray 11

pantone7527

C0:M2:Y0:K68R113:G112:B116#717074

C0:M2:Y6:K7R237:G231:B222#ede7de

C0:M1:Y0:K43R161:G160:B164#a1a0a4

C0:M0:Y0:K0R255:G255:B255#ffffff

C0:M0:Y0:K100R0:G0:B0#000000

pantoneWhite

pantoneCool Gray 8

pantoneHexachrome Black

C100:M67:Y0:K38R0:G61:B121#003d79

pantone654

C80:M15:Y0:K45R0:G105:B144#006990

pantone7470

C78:M28:Y0:K0R0:G149:211#0095d3

pantone7461

C50:M60:Y100:K48R87:G67:B25#574319

pantone7519

C0:M100:Y760:K55R130:G0:B36#880024

pantone195

C40:M0:Y5:K6R137:G203:B223#89cbdf

pantone7458

C65:M0:Y100:K42R56:G124:B44#387c2c

pantone364

C0:M48:Y100:K0R248:G152:B29#f8981d

pantone144

C22:M0:Y100:K8R194:G205:B35#c2cd23

pantone390

C59:M0:Y100:K7R109:G179:B63#6db33f

pantone369

C0:M79:Y100:K11R217:G84:B30#d9541e

pantone180

C0:M30:Y100:K0R253:G184:B219#fdb813

pantone130



Using the Color Palette

As a part of the revised VMware Brand, weve introduced a new corporate color palette, comprised of a range of hues that have been organized into a primary and secondary palette structure to create the optimal level of contrast. Each level is then further divided into cool and warm palettes.

When to Use Cool or Warm Colors

The cool palette should be used to:

Communicate and carry the corporate voice.

Discuss subject matter that includes products or core VMware services.

Introduce projects that have a strong corporate presence or relationship .

The warm palette should be used for:

Ancillary messaging that is outside of corporate communications.

Subject matter that includes or is about customers, partners or solutions.

Any topics or themes that require a warmer voice.

Color Usage in Campaigns and Advertising

The goals of campaigns and ads will often influence or drive the color choices made for those marketing pieces. The same suggested guidelines above on cool and warm palette usage apply here.

If the campaign or ad is focused on core VMware ideas, including products or other corporate themes, the cool palette is a more appropriate choice.

If the campaign or ad is highlighting a customer story, or meant to engage or influence or is focused on energy and the human connection, use of the warm palette is appropriate.

Mixing Color Palettes

To successfully launch the updated VMware brand and avoid confusion, we recommend not mix in the cool and warm palettes, as there is ample diversity in each of the palettes to accomplish any desired color pairing.



Introduction to VMware Brand Elements

The VMware Brand Elements art has been developed as a flexible system, with the usage rules for the three art types: peelback, pattern and asymmetrical.

First, the peelback art represents a macro view of the customers virtualized IT infrastructure. The pattern is a complex, yet perfectly organized ecosystem including colors and shapes, symbolizing the impact VMware technology has in our customers IT environments.

The introduction of VMware to the environment brings order, stability and a sense of management to an otherwise complex, uncertain and unstable infrastructure. The top layer of the art obscures much of the underlying complexity, just as VMware virtualization and management software solves these challenges.The peelback art is a part of the core corporate identity and is used for outward-facing communications, such as product collateral, that needs to carry the brand voice.

Second, the pattern art is also a part of the corporate identity; however, its application is limited and is currently applied to packaging or photography.

The third type of art, is the asymmetrical art. Just as many technological problems can be analyzed and solved from many perspectives, the asymmetrical art provides an opportunity to look at the customer infrastructure in a different way. Relying on the common language of bold colors and a geometric pattern, the asymmetrical art is more open and boundless, representing the infinite possibilities that VMware virtualization soft ware brings to its customers. The asymmetrical art is used for crossover messaging, as well as when VMware is communicating about customers, partners or solutions.



Peelback, Pattern and Asymmetrical Art

The VMware art has been developed as a flexible system, with the usage rules for the three art types (peelback, pattern and asymmetrical) being defined by the application.

The peelback art is a part of the core corporate identity and is used for outward-facing communications, such as product collateral, that needs to carry the brand voice.

The pattern art is also a part of the corporate identity; however, its application is limited and is currently applied to packaging or photography.

The asymmetrical art is used for cross-over messaging, as well as when VMware is communicating to or about customers, partners or solutions. The only exception is the corporate PowerPoint template, which utilizes this artwork.

Artwork

Artwork is available for download at www.vmware-onebrand.com.

See pages 49-51 for more specific information on how to use the art and pages 46, 47 & 52 for information on color usage.

Peelback Art

Can be presented in cool or warm palettes.

Used in corporate and product collateral.

Used in the corporate business system.

Used on the corporate website.

Pattern Art


Used on product packaging.

Used as a watermark or watercolor over imagery for the Web or photography.

Asymmetrical Art


Used in the corporate PowerPoint template.

Used in ancillary collateral documents.


Used as a watermark or watercolor over imagery for the Web or photography.

PEELBACk ART PATTERN ART

ASYMMETRICAL ART



PRIMARY ARTWORk: PEELBACk

USES:BUSINESS PAPERSCOLLATERALWEBArtwork


The primary brand art used in collateral, exhibition, business and visual applications is built using CMYk. These CMYk images may not be shifted or changed in any way and should be used in a consistent manner.

See Brand Components section for more detailed examples.

See pages 46, 47 & 52 for information on color usage.

Peelback Art


Used in corporate and product collateral.

Used in the corporate business system.


Do

When using the peelback art, always use art in the top right hand corner. Scale visually according to size of piece.

Dont

Do not attempt to change, flip or alter the art in any way.

Do not lighten or darken the art. Do not substitute in any other colors into the pattern.

Do not place logoin peelback art.

Primary Art Usage: Cool Peelback

The cool peelback art is a part of the core corporate identity and is used for outward-facing communications, such as product collateral, that need to carry the brand voice.

EXAMPLES IN LAYOUT



PRIMARY ARTWORk: PATTERN

USES:WEBPACkAGING

Artwork

Artwork is available for download at http://www.vmware-onebrand.com




Pattern Art


Used on product packaging in cool palette only.

Used as a watermark or watercolor over imagery for the Web.

Do

Bleed pattern on at least three sides of layout.

Use pattern in its entirety or crop down on the right angles.

Scale pattern up and down.

Dont

Do not substitute in any other colors into the pattern unless approved by VMware Corporate Brand Team.

Do not use the pattern in an application smaller than 3x3 squares.

Primary Art Usage: Pattern

The pattern art is also a part of the corporate identity, however its application is limited and is currently applied to packaging or photography.

BLEED 3 SIDES3X3 SQUARES

FULL BLEED



PRIMARY ARTWORk: ASYMMETRICAL

USES:COLLATERALPOWERPOINT WEBArtwork





Asymmetrical Art


Used in the corporate PowerPoint template.

Used in ancillary collateral documents.


Used as a watermark or watercolor over imagery for the Web.

Do

Flip or crop art depending on layout needs.

Bleed or float in layout with white border.

Dont

Significantly change the shape, color or structure of the components of the art.

Primary Art Usage: Asymmetrical

The asymmetrical art is used for cross-over messaging, as well as when VMware is communicating to or about customers, partners or solutions. The only exception is the corporate PowerPoint template, which utilizes this artwork.

USED WITH A WHITE BORDERCROPPED IN A BAND

CROPPED WITH FULL BLEED



COOL ASYMMETRICAL ART WARM ASYMMETRICAL ART

COOL PATTERN ART WARM PATTERN ART

COOL PEELBACk ART COOL PEELBACk ART

Corporate or Product Focused Message Customer, Solution or Partner Focused Message

Primary Art Usage: Color

The recommended combinations of art and color are provided for your use below. See the Brand Assets section for more examples on how art and color can be applied to a range of VMware assets. It should not be used with the peelback art.

See the Brand Components section for more examples on how art and color can be applied to a range of VMware assets, and pages 34-36 for detailed usage guidelines.



Primary Art Usage: Groups

Education Services, Professional Services and Partner Enablement materials will be uing the asymmetrical design in monochromatic color schemes. Below are examples of the color schemes.

Note: If your partner document is going to be seen by a customer/prospect, please use the corporate artwork. The partner system is for partner viewing only.

Artwork





Asymmetrical Art

Education Service materials are in the cool palette only.

Professional Service materials are in the cool palette only.

Partner materials are in warm palette only.

Used only in Partner Enablement collateral documents.

Used as a watermark or watercolor over imagery for the web.

Do

Flip or crop art depending on layout needs.

Bleed or float in layout with white border.

Dont

Significantly change the shape, color or structure of the components of the art.

Dont use Partner Enablement if the material is a customer/prospect facing document.

ASYMMETRICAL ART

EDUCATION SERVICES

PROFESSIONAL SERVICES

PARTNER ENABLEMENT

UPdATed OCTOBeR 2 009

Typography

s eCT iON G



Introduction to Typography

In selecting a new corporate typeface for our communication, weve made a choice that best represents the evolution of VMware, while still maintaining and respecting the equity present in the prior VAG Rounded typeface. That evolution lead us to the Gotham family of fonts. Influenced by architectural signage of the 1920s, Gotham is bold and confident, yet still approachable and familiar. As a sans serif typeface, its generous x-height affords it a high legibility when used for outdoor signage and small printed applications alike. Gotham Narrow, which weve selected for body text, is practical for many of the text-heavy print materials for VMware due to its short ascenders and decenders. The Gotham family selected for VMware is comprised of three widths, each with a full compliment of weights to accomodate any range of needs. Our recommendation on weights are on the pages that follow.

The sections that follow cover the primary, secondary and alternate typography standards that have been established for VMware.

Primary and secondary typography usage requires a license for the typeface being used, and information on purchasing those fonts can be found in the pages that follow.

Any digital applications or content, such as PowerPoint, email and html-based text must use the established alternate typography standard.

The Gotham typeface has been licensed for super users only, those people creating content documents.



Gotham Rounded

Gotham Rounded is available in two styles: Book and Medium.

Gotham Narrow

Gotham Narrow is available in four styles: Light, Book, Book Italic and Medium.

These typefaces can be ordered by following the link at http://www.typography.com.

Typography: Primary

Gotham Rounded is the sans serif type family used for headlines and Gotham Narrow is the sans serif type family for subhead or body text. These modern typefaces will present professionally designed and typeset corporate print collateral, advertising and promotional materials, and bring a personality to our brand that is fresh, yet feels familiar.

GOTHAM ROUNDED CHARACTERS

SAMPLE ALPHABET

APPROVED WEIGHTS

rounded

ABCdEFGHIJKLMnoPQrSTUVWXyZabcdefghijklmnopqrstuvwxyz 0123456789

Gotham Rounded Book Gotham rounded Medium

GOTHAM NARROW CHARACTERS

narrowSAMPLE ALPHABET

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789

APPROVED WEIGHTS

Gotham Narrow LightGotham Narrow Book Gotham Narrow Book ItalicGotham Narrow Medium



Gotham (HTF)

Gotham is available in four styles: Light, Book, Medium and Bold.

These typefaces can be ordered by following the link at http://www.typography.com.

Typography: Secondary

Gotham is the sans serif type family used for captions. This modern typeface will present professionally designed and typeset corporate print collateral, advertising and promotional materials, and bring a personality to our brand that is fresh, yet feels familiar.

GOTHAM CHARACTERS

SAMPLE ALPHABET

APPROVED WEIGHTS

regular

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz.0123456789

GothamLightGotham.BookGotham MediumGotham Bold



ARIAL CHARACTERS

Arial

Arial is available in four styles: Regular, Italic, Bold and Bold Italic. These typefaces come standard with any computer and do not require a license.

Typography: Alternate

For non-typeset applications such as presentations, websites and email, VMware has identified a system font equivalent to our corporate fonts. Arial is the sans serif type family to be used in place of Gotham.

SAMPLE ALPHABET

APPROVED WEIGHTS

online

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789

Arial RegularArial ItalicArial BoldArial Bold Italic



Downloadable Templates

InDesign templates with the type hierarchy established in pre-set style sheets are available to download at www.vmware-onebrand.com. Please reference the Brand Components section for more details.

Typography: Hierarchy

Gotham Rounded is the sans serif font that should be used for headlines in our typography hierarchy. Gotham Narrow is the sans serif font that should be used for subheading text or body copy, as shown below.

Level 1 - Gotham Narrow Medium.

Level 1 - Gotham Rounded MediumTITLE

BODY COPY

Level 2 - Gotham Narrow Medium

Level 2 - Gotham Rounded Book



Level 4 - Gotham Narrow Book Italic

Level 5 - Gotham Narrow Light

Level 5 - Gotham Narrow Light

Key Features

Performance monitoringVirtualization-based distributed services equip the datacenter with unprecedented levels of responsiveness, serviceability, and efficiency. VMware vCenter Server delivers centralized management.

System monitoring

Dynamic allocation Virtualization-based distributed services equip the datacenter with unprecedented levels of responsiveness, serviceability, and efficiency. VMware vCenter Server delivers centralized management.

Virtual machine management Virtualization-based distributed services equip the datacenter with unprecedented levels of responsiveness, serviceability, and efficiency. VMware vCenter Server delivers centralized management.

VMware VMotionLive Migration for Virtual Machines Without Service Interruption

UPdATed OCTOBeR 2 009s eCT iON H

Brand Assets



Brand Assets

The VMware brand is communicated through a variety of audience assets (e.g., business papers and collateral), and this section outlines how to best apply our branding standards across the most common assets to maintain a consistent branding system.

While reading this section, please reference prior sections for information on logo sizing, placement, color and other design elements.



BUSINESS CARD FRONTU.S. STANDARD (3.5 X 2)

SHOWN AT 80%

Personalized Stationery System

For VMware employees, business cards may be ordered with your contact information. Anyone who needs info on both sides can print on both sides, not just for international employees.

International has two languages

Printing on two sides

Do

Dont

Stationery System

Our business stationery communicates and reflects our corporate brand. To ensure consistent quality, all printed stationery materials are produced by a single corporate supplier and should not be printed by any other vendor. Ordering information is available on www.vmware-onebrand.com.

BUSINESS CARD BACkU.S. STANDARD (3.5 X 2)



Non-Personalized Stationery System

Examples of non-personalized stationery, such as letterhead, mailing labels and envelopes are provided for your reference.

These pieces should never be redesigned or otherwise modified by adding names, titles or moving the logo.

LETTERHEADSTANDARD SIzE (8.5 X 11)

SHOWN AT 30%

MAILING LABEL(4.25 X 2.5)

SHOWN AT 30%

ENVELOPE #10 (4.125 X 9.5)

No: 1563

VMware

Business Papers 09_02_09 2009 Tolleson Design2

LETTERHEAD AND BUSINESS CARD - HEADQUARTERS

Steve TollesonTolleson Design220 Jackson #310San Francisco, CA 94122

September 2, 2009

Hi Steve,

Nobis genitus regula torqueo minim ea erat. Lobortis, augue mauris magna delenit duis roto delenit modo esca voco, loquor, iriure.

Tation eu, sudo, nulla vel ne, refero mara typicus. Odio vel tincidunt sino modo refoveo quis feugait refero pneum mos sino humo. Delenit pecus augue blandit letalis gemino vero, ullamcorper delenit vulputate vel praesent. Nisl nulla duis multo veniam enim augue dolor ille commoveo imputo illum, consequat, lobortis consequat. Quae nibh magna lucidus, vel praemitto conventio vero tation premo ullamcorper mauris macto. Autem natu feugiat feugait turpis vero gemino immitto in pagus persto, ratis.

Et ibidem validus camur mos ex incassum lenis, tego, proprius paratus, lobortis genitus ullamcorper ibidem. Commoveo et, causa autem duis erat nulla, adipiscing scisco caecus typicus epulae autem, transverbero, ibidem. Nisl, feugiat vindico ulciscor demoveo praemitto feugait. Refero causa si validus iriure causa et tristique. Defui feugait vel quod conventio ex neo caecus, iaceo tincidunt facilisis abdo quod iriure. Et paratus in ea persto ut vindico, ea metuo duis si utrum indoles, jus in.

Acsi ille odio nimis imputo macto odio tincidunt vel suscipit vindico. Melior adsum persto sit singularis exerci tum meus illum. Abigo delenit virtus nostrud feugait quidne. Acsi nutus nimis vindico rusticus abluo ea consectetuer fere epulae damnum nostrud tincidunt singularis. Autem in hendrerit valetudo minim laoreet velit bis in hendrerit dolor nobis tincidunt laoreet. Antehabeo appellatio, nutus torqueo, elit velit facilisis nutus ad, saepius quidne voco luptatum. Vereor minim augue, jus elit rusticus ymo te occuro. Modo, eu molior facilisis dolus mauris typicus ille.

Jus diam, iriure vulputate lucidus ea magna quibus esse eum suscipit macto ea. Dolus validus sed obruo rusticus, vel eu aptent in eros consequat. Jus sino, probo luctus te feugiat suscipere inhibeo eum. Verto exerci secundum, in velit duis venio praesent indoles sagaciter nutus feugait. Turpis eligo, olim, paratus scisco augue damnum quis iriure tamen suscipere ex comis lucidus nostrud. Brevitas ut turpis, nulla zelus ut jugis delenit ne in.

Best Regards,

Rick Jackson

VMware, Inc. 3401 Hillview Avenue Palo Alto, CA 94304

www.vmware.com

Rick JacksonChief Marketing Ocer [email protected]

650 / 427-4012 tel650 / 350-7296 cel650 / 350-7296 fax


650 / 427-5000 tel www.vmware.com 650 / 427-5001 fax

No: 1563

VMware


ENVELOPE



MAILING LABEL

No: 1563

VMware








Non-Personalized Stationery System

Examples of non-personalized stationery, such as letterhead, mailing labels and envelopes are provided for your reference.

These pieces should never be redesigned or otherwise modified by adding names, titles or moving the logo.

LARGE ENVELOPE (9 X 12)

SHOWN AT 30%



Microsoft Word Templates

Word templates are available for fax, memo and letterhead. These templates may be downloaded from the Corporate Brand website and printed on your personal printer.

Stationery Templates

LETTERHEAD AND MEMOU.S. STANDARD (8.5X11)

FAX TRANSMITTAL SHEETU.S. STANDARD (8.5X11)

ENVELOPESU.S. STANDARD #10 (4.125 X 9.5)

ENVELOPESU.S. STANDARD A6 (4.75 X 6.5)

No: 1563

VMware


FAX TEMPLATE

To: From:

Fax: Pages:

Phone: Date:

Re: cc:

Steve Tolleson Randy Burgess

415-512-6767 3

415-626-7796 7-29-09

Color Palette Gregory Hom

Letalis luptatum duis, neo facilisi bis qui ulciscor gravis.

Velit, vero dignissim ludus importunus velit in fere tincidunt fere tum ad dolus. Vulpes vero blandit consect-

etuer premo inhibeo et aptent suscipit nulla. Aliquip mos utrum luptatum praemitto os nimis quis iaceo,

consectetuer.

Paratus melior melior illum haero paratus ad eu.

Randy



No: 1563

VMware


LETTERHEAD AND BUSINESS CARD - HEADQUARTERS


September 2, 2009

Hi Steve,

Nobis genitus regula torqueo minim ea erat. Lobortis, augue mauris magna delenit duis roto delenit modo esca voco, loquor, iriure.

Tation eu, sudo, nulla vel ne, refero mara typicus. Odio vel tincidunt sino modo refoveo quis feugait refero pneum mos sino humo. Delenit pecus augue blandit letalis gemino vero, ullamcorper delenit vulputate vel praesent. Nisl nulla duis multo veniam enim augue dolor ille commoveo imputo illum, consequat, lobortis consequat. Quae nibh magna lucidus, vel praemitto conventio vero tation premo ullamcorper mauris macto. Autem natu feugiat feugait turpis vero gemino immitto in pagus persto, ratis.

Et ibidem validus camur mos ex incassum lenis, tego, proprius paratus, lobortis genitus ullamcorper ibidem. Commoveo et, causa autem duis erat nulla, adipiscing scisco caecus typicus epulae autem, transverbero, ibidem. Nisl, feugiat vindico ulciscor demoveo praemitto feugait. Refero causa si validus iriure causa et tristique. Defui feugait vel quod conventio ex neo caecus, iaceo tincidunt facilisis abdo quod iriure. Et paratus in ea persto ut vindico, ea metuo duis si utrum indoles, jus in.

Acsi ille odio nimis imputo macto odio tincidunt vel suscipit vindico. Melior adsum persto sit singularis exerci tum meus illum. Abigo delenit virtus nostrud feugait quidne. Acsi nutus nimis vindico rusticus abluo ea consectetuer fere epulae damnum nostrud tincidunt singularis. Autem in hendrerit valetudo minim laoreet velit bis in hendrerit dolor nobis tincidunt laoreet. Antehabeo appellatio, nutus torqueo, elit velit facilisis nutus ad, saepius quidne voco luptatum. Vereor minim augue, jus elit rusticus ymo te occuro. Modo, eu molior facilisis dolus mauris typicus ille.

Jus diam, iriure vulputate lucidus ea magna quibus esse eum suscipit macto ea. Dolus validus sed obruo rusticus, vel eu aptent in eros consequat. Jus sino, probo luctus te feugiat suscipere inhibeo eum. Verto exerci secundum, in velit duis venio praesent indoles sagaciter nutus feugait. Turpis eligo, olim, paratus scisco augue damnum quis iriure tamen suscipere ex comis lucidus nostrud. Brevitas ut turpis, nulla zelus ut jugis delenit ne in.

Best Regards,

Rick Jackson


www.vmware.com

Rick JacksonChief Marketing Ocer [email protected]

650 / 427-4012 tel650 / 350-7296 cel650 / 350-7296 fax



MAILING LABEL

No: 1563

VMware






No: 1563

VMware


ENVELOPE





Templates

Powerpoint and keynote templates are available for download from the Corporate Brand website and are the recommended formats for internal and external corporate presentations.

TITLE SLIDE

CONTENT SLIDE

DIVIDER SLIDE

Presentation Templates

VMware Confidential/Proprietary Copyright 2009 VMware, Inc. All rights reserved.

Nand Mulchandani, Sr. Director, Security Product Management & MarketingBanjot Chanana, Product Manager, Platform & Partner Security

VMsafe Technology & Launch

02

Dual text blocks (Arial Bold, 22pt).

Subhead (20pt) Level Two (18pt) Level Three (16pt) Level Four (16pt)Using the Decrease/Increase Indent tools to change bullet levels.

All body text is Arial.Line spacing: 1.0 lines. 0 before paragraph. .4 after paragraph.Line spacing is set in masters.

02

02

Section Title (Arial Bold, 30pt).

03



VMWARE FUSION 3 PACkAGING VMWARE WORkSTATION 7 PACkAGING

VMWARE VIEW 4 PACkAGING VMWARE VSPERE 4 PACkAGING

Templates

Digital box shots can be downloaded at www.vmware-onebrand.com.

Packaging Templates

There are two types of packages that VMware uses. The first is for personal products (VMware Workstation and VMware Fusion), and the second is for Enterprise solutions (VMware View and VMware vSphere).

vmware corporate brand guide

Documents

brand assets

section e

brand promise

brand attributes14

brand brief5

vmware brand elements

section d

brand11 brand essence