co-branding with cisco · with cisco. our co-branding partners share a responsibility to maintain...

GUIDELINES

Co-Branding with Cisco

July 2012 | © 2012 Cisco Systems, Inc. All rights reserved.

Contents

2 Co-Branding with Cisco | © 2012 Cisco Systems, Inc. All rights reserved.

The Cisco Brand 3What Is Co-Branding? 4When Should We Co-Brand? 4What Is Involved? 4Summary 4

Scenarios Summary 5Scenario A: Co-Master Branding 6Criteria for Co-Master Branding 6Co-Master Branding Overview 7Copyright Attribution 7Examples 7

Scenario B: Owner-Led Co-Branding 8Owner-Led Co-Branding Overview 8Copyright Attribution 8Examples 8

Scenario C: Partner/Ingredient Co-Branding 12

General Requirements for Co-Branding 14Required Trademark Notice 14Privacy Policy 14Use of the Term “Partner” 14

Frequently Asked Questions 15

Overview

Co-Branding Scenarios


The Cisco Brand

The Cisco® brand is a valuable and strategic business asset. As of September 2011, the Cisco brand was valued at over US $25 billion according to Interbrand.

Cisco has invested substantial resources and marketing activity to promote the Cisco trademark and name. A significant amount of Cisco’s value is derived from the positive experience and association with Cisco. Our co-branding partners share a responsibility to maintain the positive experience.

We provide these guidelines to assist our co-branding partners in determining which co-branding scenario should be employed and to provide examples of what each scenario looks like.


What Is Co-Branding?Co-branding is the joining of two or more brands to represent a new offering to the market, or to enhance an existing offering. Co-branding can be as simple as using another company’s logo in communications to denote a specific relationship, or as complex as representing a relationship that includes major investment and responsibility by each company involved.

When Should We Co-Brand? A logo can be one of the most important visual representations of a brand, and co-branding essentially comes down to the use of two or more separately owned logos. When Cisco co-brands, we are in effect loaning our US$23.2 billion asset to another company, and we take responsibility for another company’s logo (in scenarios A and B, defined later).

We should co-brand only when:

• There is a strategic benefit to the participants

• There is a complementary fit between the brands

• We want to create a new, more powerful presence that neither brand would be able to achieve as rapidly alone

• The association enriches an existing offering

• The business strategy dictates a need to capitalize on each company’s unique strengths and equities to the benefit of both

What Is Involved?Cisco generally defines three types of co-branding, which are discussed in detail later.

In addition, the following items should be considered when co-branding:

• Trademark usage

• Copyright statements

• Privacy

• Co-marketing agreement

• Visual identity

Trademark Usage Participants must obtain appropriate permission to use third-party trademarks. This usually involves a trademark license, co-marketing agreement, or other permission document that contains the license.

Copyright StatementsIn co-marketing efforts, questions of copyright owner-ship and notice may arise. Copyright protection generally begins when the work is created. However, there are benefits to publishing a copyright notice on the work, to establish the identity of the copyright owner and the date(s) of creation. Specific advice is provided within each scenario section.

Privacy When a co-marketing engagement involves collection of personal data (for instance, for an event, seminar registration, or questionnaire) it must be clear to individuals which company will receive their data and what will be done with it. The privacy statement of each

company shall be displayed at the time of collection of the data, along with a proper notice of which companies will receive the individual’s personal information.

Joint promotional emails must also follow Cisco privacy guidelines. For example, the sender must be identified, and opt-out recipients must be removed.

Co-Marketing AgreementIf participants will be engaging in co-marketing activities, a co-marketing agreement is often needed to govern such activities, including the specific obligations of the parties and the length of the relationship.

Visual Identity In two of the co-branding scenarios covered in these guidelines (owner-led and partner/ingredient), the marketing materials use the identity of the lead brand. In the third scenario, (co-master), engagements often require the creation of neutral templates (layouts that don’t use elements of any participant’s brand).

SummaryWhenever we co-brand, each participant lends its reputation to another party. To different degrees, we share responsibility for the offering or behavior of the participants. One of the key goals in co-branding is to make sure that the end user or customer understands the roles of the participants. The customer should know whom to contact with questions or service requests.

Overview



Cisco generally defines three different versions of co-branding:

A. Co-MasterTwo corporate logos indicate equal responsibility by participants. Visual identity is neutral.

B. Owner-LedTwo or more corporate logos are present, but one party is clearly leading, and that party’s corporate logo is dominant. Other logos are secondary to the lead logo and are often accompanied by a short phrase that defines the role that those brands play. Visual identity is that of the lead brand.

C. Partner/IngredientA single corporate logo and a partner/ingredient type logo (a non-corporate logo) are present. For example, a Cisco partner logo may be displayed with the partner’s corporate logo.

To use a trademark other than your own requires written permission.

Written permission may be achieved in several different forms, such as a standalone trademark license or a section of a contractual agreement—for example, a co-marketing agreement.

SHORT-TERM LONG-TERMCo-MasterBranding

Co-PromotionCo-Marketing

Co-MasterBranding

Joint VentureAlliance

Owner-Led

ParticipantSponsorMember

Partner/Ingredient

RelationshipAffiliation

Sponsored by

Scenario Message From Third-Party Logo Cisco Logo Visual Identity Logo Placement

A Co-Master Mutual Neutral •Equalinsizeand

placement

B Owner-Led XYZ XYZ

•XYZislarger•XYZisindominantposition

B Owner-Led Cisco Cisco

•Ciscoislarger•Ciscoisindominant position

C Partner/Ingredient XYZ XYZ

•XYZislarger•XYZisindominantposition

C Partner/Ingredient Cisco Cisco

•Ciscoislarger•Ciscoisindominant position

In collaboration with

In collaboration with

Co-Branding Spectrum

Co-Branding Scenarios Summary

CertifiedPartner


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XYZ & Cisco Present a Global Networking ConferenceSuspendisse ut nisi erat, eget faucibus est. Nunc eleifend ullamcorper sem, ut vulputate

Consectetur adipiscing elit• Aenean vel velit eget mi rhoncus

• Nam sagittis urna sed nulla gravida a

• Fusce sit amet turpis urna, non facilisis

• Duis vitae est ac urna tristique pretium

• Suspendisse blandit elit in felis rhoncus

For more information or to register, visit: xyz-cisco-gnc.com

© 2010 Portions Cisco Systems, Inc. and portions XYZ Company, Inc. All Rights Reserved

Scenario A: Co-Master Branding Two corporate logos are displayed that are equal in size and placement, with equal ownership of the message.

Obtain appropriate written permission to use a trademark not owned by your company.

A copyright statement should be agreed upon by authorized representatives of all participants.

Criteria for Co-Master BrandingTo qualify for this scenario, item 1 in the list below must be satisfied, along with at least two other items in the list:

1. Joint call to action* (user can contact either company for information, or list a single contact that reaches both companies)

2. Joint technical or sales support (user can contact either company for support)

3. Joint sales calls (a sales representative from each company is present)

4. Joint funding (each company donates money and/or resources)

5. Joint liability (each company takes responsibility for the offering)

6. Joint venture (joint R&D effort)


*Required










For more information or toregister, visit: cisco.com/gncor xyzcompany.com/gnc

Sales CollateralCo-master branded; an alternate option with one common contact










For more information or toregister, visit: cisco.com/gncor xyzcompany.com/gnc









For more information or to register, visit: xyz-cisco-gnc.com


Sales CollateralCo-master branded with two contacts


Co-Master Branding OverviewTypical co-master branding vehicles are websites, marketing and sales collateral, presentation templates, and seminar and event materials. Not all materials will qualify for co-branding; participants should agree on which materials best support the joint message.

Co-master branded websites will often be externally hosted, and participants must confirm that privacy, data securities policies, and legal requirements are met.

Cisco does not participate in co-master branding on business cards, stationery or other letterhead.

Copyright AttributionJoint copyrights are disfavored by Cisco. In those rare cases in which joint copyright is appropriate (in some co-master branding situations), the participants may wish to enter into a written agreement defining the rights and duties of each party. There may also be a unique copyright notice to reflect joint ownership—for example, “© 201X Cisco Systems, Inc. and XYZ Company. All rights reserved.” A better option may be, “201X Portions Cisco Systems, Inc. and portions XYZ Company, Inc. All rights reserved.”

In some co-marketing situations, rather than create a joint copyright, it may be preferable to establish one party’s ownership of the materials and grant the other(s) broad license rights appropriate to the required usage.


HTML e-mailThree co-sponsors

WebsiteCo-master branded

PresentationCo-master brandedWhite Paper

From a three-member alliance

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Duis vel felis ac leo consectetur commodo. ras eget libero a est feugiat condimtum. In scelerisque, erat ut dictum consectetur, odio elit tempor turpis, dapi-bus venenatis diam diam sed est. Proin purus elit, ultricies et dignissim id, faucibus vitae lacus.

Fusce ornare dapibus nisl, ut eleifend elit eu. Vestibulum non neque eget tortor convallis sagit-tis. Sed a neque sed lorem dictum consequat nec ut dolor. Nunc dictum massa vitae leo lacinia nec scelerisque libero auctor. Suspendisse ut nisi erat, eget faucibus est. Nunc eleifend ullamcorper sem, ut vulputate lorem suscipit at. Aenean vel nulla lacus. Proin urna dui, pellentesque.

Convallis egestas at, sollicitudin et magna. Morbi tortor massa.Nunc eleifend ullamcorper sem, ut vulputate lorem suscipit at. Aenean vel nulla lacus. Proin urna dui, pellentesque convallis egestas at, sollicitudin et magna. Morbi tortor massa. Vestibu-lmn.com

lmn.com systems

lum non neque eget tortor convallis sagittis. Sed a neque sed lorem dictum consequat nec ut dolor. Nunc dictum massa vitae leo lacinia nec scelerisque libero auctor.

Lorem ipsum dolor sit amet, adipiscing elit. Cras eget libero a est feugiat condimentum. In scelerisque, erat ut dictum consectetur, odio elit tempor turpis, dapibus venenatis diam diam sed est. Proin purus elit, ultricies et dignissim id, faucibus vi-tae lacus. Fusce congue justo feugiat augue congue ac facilisis leo luctus. Morbi diam massa, consequat ut viverra ut, vulputate et sem. Ut adipiscing dignis-sim erat, at hendrerit nulla viverra vitae.

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Cisco Systems, Inc.170 West Tasman DriveSan Jose, CA 95134 USA

Tel: 408.526.4000 or 800.553.6387 (NETS)

Fax: 408.527.0883

www.cisco.com

Lmn.com, Inc.223 West WeGotIt DriveSomeplace, USA 95134

Tel: 555.553.4333

Fax: 555.553.3333

www.lmn.com

ABC Systems, inc.123 South XYZ DriveSomeplace, USA 95134

Tel: 555.553.2222

Fax: 555.553.2229

www.abc.com

Copyright © 2010 Cisco Systems, Inc. All rights reserved. A est feugiat condimentum. In scelerisque, erat ut dictum consectetur, odio elit tempor turpis, dapibus venenatis diam diam sed est. Proin purus elit, ultricies et dignissim id, faucibus vitae lacus. Fusce congue justo feugiat augue congue ac facilisis leo luctus. Morbi diam massa, conse-quat ut viverra ut, vulputate et sem. Ut adipiscing dignissim erat, at hendrerit nulla viverra vitae.

Copyright © 2010 Lmn.com, Inc. All rights reserved. Cras eget libero a est feugiat condimentum. In scelerisque, erat ut dictum consectetur, odio elit tempor turpis, dapibus venenatis diam diam sed est. Proin purus elit, ultricies et dignissim id, faucibus vitae lacus. Fusce congue justo feugiat augue congue ac facilisis leo luctus. Morbi diam massa, consequat ut viverra ut, vulputate et sem. Ut adipiscing dignissim erat, at hendrerit nulla viverra vitae.

Copyright © 2010 ABC Systems, Inc. All rights reserved. Pest feugiat condimentum. In scelerisque, erat ut dictum consectetur, odio elit tempor turpis, dapibus venenatis diam diam sed est. Proin purus elit, ultricies et dignissim id, faucibus vitae lacus. Fusce congue justo feugiat augue congue ac facilisis leo luctus. Morbi diam massa, conse-quat ut viverra ut, vulputate et sem. Ut adipiscing dignissim erat, at hendrerit nulla viverra vitae.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras eget libero a est feugiat condimentum. In scelerisque, erat ut dic-tum consectetur, odio elit tempor turpis, dapibus venenatis diam diam sed est. Proin purus elit, ultricies et dignissim id, faucibus vitae lacus. Fusce congue justo feugiat augue congue ac facilisis leo luctus. Morbi diam massa, consequat ut viverra ut, vulputate et sem. Ut adipiscing dignissim erat, at hendrerit nulla viverra vitae.

Duis vel felis ac leo consectetur commodo. ras eget libero a est feugiat condimtum. In scelerisque, erat ut dictum consectetur, odio elit tempor turpis, dapibus venenatis diam diam sed est. Proin purus elit, ultricies et dignissim id, faucibus vitae lacus.

Fusce ornare dapibus nisl, ut eleifend elit eleifend eu. Vestibulum non neque eget tortor convallis sagittis. Sed a neque sed lorem dictum consequat nec ut dolor. Nunc dictum massa vitae leo la-cinia nec scelerisque libero auctor. Suspendisse ut nisi erat, eget fauci-bus est. Nunc eleifend ullamcorper sem, ut vulputate lorem suscipit at. Aenean vel nulla lacus. Proin urna dui, pellentesque.

Convallis egestas at, sollicitudin et magna. Morbi tortor massa.Nunc eleifend ullamcorper sem, ut vulputate lorem suscipit at. Aenean vel nulla lacus. Proin urna dui, pellentesque convallis egestas at, sollicitu-din et magna. Morbi tortor massa. Vestibulum non neque eget tortor convallis sagittis. Sed a neque sed lorem dictum consequat nec ut dolor. Nunc dictum massa vitae leo lacinia nec scelerisque libero auctor.

Virtual Networking: Design for the FutureSuspendisse ut nisi erat, eget faucibus est. Nunc eleifend ullamcorper sem, ut vulputate.

Consectetur adipiscing elit

• Aenean vel velit eget mi rhoncus


• Fusce sit amet turpis urna, non facilisi


lmn.com

lmn.com

systems

White Paper

Presented By

Scenario A: Co-Master Branding

systems

SPONSORED BY

© 2010 Virtualization Today, Inc. All rights reserved.

© 201X Cisco Systems, Inc. and XYZ Company, Inc. All rights reserved.

© 201X Cisco Systems, Inc. and XYZ Company, Inc. All rights reserved.


© 2010 XYZ Company, Inc. All rights reserved. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed facilisis, dui a ultrices semper, lectus tortor interdum ligula, vel molestie nulla massa eget magna. Aliquam quam purus, convallis id congue at, imperdiet quis dui. Nam dui elit, aliquet idtempor non.

Introducing a better way to connect.Suspendisse ut nisi erat, eget faucibus est. Nunc eleifend ullamcorper sem, ut vulputate

Increase Productivitywith Cisco Product DEF

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• Nam sagittis urna sed nulla gravida a molestie odio

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Etiam non sapien id mauris aliquam euismod.

Product Brief


Scenario B: Owner-Led Co-BrandingTwo or more corporate logos are displayed, with one brand clearly leading. There must be a context that defines the role of the supporting participants’ brands.

Obtain appropriate written permission to use a trademark not owned by your company.

Copyright attribution always belongs to the lead company. Trademark attribution may be required by other participants.

Owner-Led Co-Branding OverviewTypical owner-led branding vehicles are websites, case studies, some product or solution collateral, sponsorship or membership listings, event programs, seminars, conferences, videos, events, and tradeshows.

Please see the following pages for more examples of owner-led co-branding.

Copyright AttributionWhen Cisco is leading the co-marketing effort, Cisco generally asserts copyright ownership of the material and includes its copyright notice: “© 201X Cisco Systems, Inc. All rights reserved.” The notice may also include language to indicate that the material includes the copyrights of other parties (“Portions copyright Company XYZ”).

Whichever company leads will use their own copyright statement. See the section “General Requirements for Co-Branding” for trademark attribution required by Cisco.



In collaboration with:








Product Brief



Increase Productivitywith Cisco Product DEF








Product Brief











Product Brief

Sales CollateralMessage from XYZ, with phrase defining Cisco’s role

Sales CollateralAn alternate logo layout option; message from XYZ. Cisco’s role is clear from the subhead nearby



ShowroomsThere may be situations in which a third party wishes to display and demonstrate Cisco equipment in a showroom environment. When such use is approved, the Cisco logo may be used in a way that identifies the Cisco equipment in the room, but the room itself must be identified as belonging to the third party. For instance, the signage on the exterior of the room might say:1. [XYZ logo] Showroom 2. [XYZ logo] Showroom [Cisco partner logo] 3. XYZ Showroom4. XYZ Showroom for Cisco Products

The Cisco corporate logo should not be used in conjunction with the XYZ name or the showroom name.

Inside the room, the Cisco logo would be displayed next to Cisco products, preferably with a context phrase of:5. Products by [Cisco logo]6. [Technology area, such as Security] products by [Cisco logo]

Cisco brand assets such as fonts, names, color schemes, photography, textures, and finishes should not be used to support the identity of the third party or its products. The design of the showroom should reflect the brand of the lead company and should reflect the quality associated with a Fortune 100 brand. Such engagements are sometimes governed by an agreement regarding other requirements and long-term goals of the showroom.

If Cisco personnel will be onsite for a temporary event, it may be appropriate for a clearly defined demonstration area to be branded Cisco. Please ask your Cisco representative to contact the Cisco Brand Team at [email protected] for more information.

Scenario B: Owner-Led Co-Branding

1. Outside Showroom

3. Outside Showroom

5. Inside Showroom 6. Inside Showroom: Free-standing sign

2. Outside Showroom

4. Outside Showroom



Video It may be appropriate to include a video segment from one company within a video from another company. The lead company video should be branded in that company’s identity, and the included segment should be introduced as a supplement to the lead video. Make it clear to the end user whose content is being viewed. Video footage should not be altered without specific authorization from the owner.

Introducing a better way to connect.

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Bob SmithO� cial CiscoCorrespondent


John Del ToroO� cial XYZ Correspondent


VideoCisco video within XYZ video

VideoXYZ video within Cisco video

Hardware/SoftwareProduct from Cisco; service by XYZ

Hardware/SoftwareProduct from XYZ; security technology by Cisco


Event WebsiteMessage from XYZ; sponsored by Cisco and two others.

SPONSORED BY



WebsiteMessage from XYZ, sponsored by Cisco



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PRODUCT SHEET

Cisco ABC0001

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© 2010 Cisco and/or its affiliates. All rights reserved.

Sales CollateralMessage from Cisco, in collaboration with XYZ




Scenario C: Partner/Ingredient Co-Branding

One corporate logo and a partner or ingredient logo (partner, award, certification, etc.) are displayed.

Cisco has created specially designed logos that we provide to some of our partners and program members to enable them to visually represent their relationship or offering with Cisco. Logo usage guidelines are provided to our partners and program members when they qualify to use a Cisco relationship or affiliation logo.

Partners should NOT use:• Cisco corporate logo

• Cisco stock photography

• Cisco custom fonts

• Cisco color palette

• Cisco advertising

Partners may use:• Cisco networking icons (available to any outside

party): www.cisco.com/web/about/ac50/ac47/2.html

• Cisco product photography (available to any outside party): http://bx.cisco.com

• Cisco video product b-roll: http://bx.cisco.com/cbx-portal/cbx_browse_home.jsp?termid=10680&fromWhichNav=homePage&termName=Video

• Marketing templates provided by the program group (for instance, Partner Marketing Central provides some templates for its partners)

© 2010 XYZ Company, Inc. All rights reserved. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed facilisis, dui a ultrices semper, lectus tortor interdum ligula, vel molestie nulla massa eget magna.









Product Brief

Sales CollateralMessage from XYZ with ingredient/partner logo from Cisco

Sales CollateralMessage from Cisco with ingredient/partner logo from XYZ

Page head_1 Lorem IpsumPage head_2 Duis Autem

Cisco Service

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© 2010 Cisco and/or its affiliates. All rights reserved.

Certifiedpartner

http://bx.cisco.com/cbx-portal/cbx_browse_home.jsp?termid=10680&fromWhichNav=homePage&termName=Video


Co-Branding Scenarios Scenario C: Partner/Ingredient Co-Branding

Event BannerMessage from XYZ with ingredient/partner logo from Cisco

Event BannerMessage from Cisco with ingredient/partner logo from XYZ


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Learn how to implement Cisco technology

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General Requirements for Co-Branding

• Trademark licenses are required for the use of other parties’ logos.

• Cisco partner program agreements feature a section that describes appropriate usage of the relevant Cisco relationship or affiliation logo.

• You must be an active member of a Cisco program to use a Cisco relationship or affiliation logo.

• Applicable privacy policies must be adhered to and communicated to individuals, and they must be informed about the collection and use of personal information.

• In co-marketing, when Cisco is the identified sender, opt-in consent must be observed in accordance with Cisco policies.

• Use of the Cisco name may require written approval, depending on the intent. See the Trademark Policy on the Brand Center website: http://www.cisco.com/web/about/ac50/ac47/about_cisco_policies_list.html.

• Copyright statements should meet the requirements of all participants.

• Use only the logo files provided by Cisco.

• Any use of Cisco logos that Cisco deems offensive, improper, or otherwise unacceptable will result in termination of usage privileges.

• Do not use the name Cisco or any variation as part of the name of a product, technology, solution, program, or service provided by your company, except under a negotiated contractual agreement.

• Do not delete the ™ symbol when it is included in the Cisco logo artwork. Bitmap RGB logos do not include a ™ symbol.

• Do not use the Cisco corporate logo on business cards, stationery, or other letterhead.

• Do not animate, morph, or alter a Cisco logo in any way other than to resize it, observing minimum size requirements.

• Do not combine the Cisco logo with other elements that might be confused as a logo.

• Do not use a Cisco logo on any material that directly or indirectly disparages Cisco, its products or services, or its partners, resellers, or other companies or their products or services.

• Do not use a Cisco logo in any way that infringes upon any Cisco or third-party intellectual property.

• Do not use a Cisco logo in any medium that is in violation of any applicable laws or governmental regulations.

• Do not use the Cisco name as a visual focal point on any materials or in a manner that is likely to confuse the origin of products, services, materials, courses, or programs.

• Do not use the Cisco name in a manner that is more distinctive in font style, size, color, or weight than the surrounding text.

• All users of the Cisco logo must comply with the Cisco Trademark Policy available at http://www.cisco.com/web/about/ac50/ac47/about_cisco_policies_list.html.

• In the event Cisco grants a license to use the Cisco Logo, the following will apply: THE CISCO LOGO IS LICENSED ON AN “AS IS” BASIS. CISCO DISCLAIMS ALL WARRANTIES, EXPRESS OR IMPLIED, INCLUDING, WITHOUT LIMITATION, THOSE OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND NON-INFRINGEMENT OR ARISING FROM A COURSE OF DEALING, USAGE, OR TRADE PRACTICE. IN NO EVENT WILL CISCO BE LIABLE FOR ANY INDIRECT, SPECIAL, CONSEQUENTIAL, OR INCIDENTAL DAMAGES, INCLUDING WITHOUT LIMITATION LOST PROFITS OR LOSS OR DAMAGE TO DATA ARISING OUT OF THE USE OR INABILITY TO USE THE CISCO LOGO, EVEN IF CISCO HAS BEEN ADVISED OF THE POSSIBILITY OF SUCH DAMAGES.

Required Trademark NoticeUnless required to use a more specific legend by any agreement you may have with Cisco, you agree to use the following notice on the page where the Cisco logo appears or where there are other legal notices: Cisco and the Cisco logo are trademarks or registered trademarks of Cisco and/or its affiliates in the U.S. and other countries. A listing of Cisco’s trademarks can be found at www.cisco.com/go/trademarks.

Privacy PolicyCisco is under obligation to assure an adequate level of protection of the data in its possession and control. Cisco has strict policies regarding the sharing of personal data. Any time Cisco data are used for outbound marketing campaigns, the message and visual identity of the communication must be led by Cisco, with the limited exception of individuals who expressly consented to receive commercial solicitations from Cisco partners. Co-branding participants’ logo and name may appear in the context of a communication that is sent to members of a list maintained by Cisco but the rules for Cisco branded communication must be followed. Any participant obtaining a Cisco list will be required to sign agreements governing the use of the list (for example, Non-Disclosure Agreements, Data Usage and Protection Agreements). For details about the Cisco Privacy Policy, visit http://www.cisco.com/web/about/ac50/ac47/about_cisco_policies_list.html.

Use of the Term “Partner”Use of a Cisco logo shall not be construed to create or constitute a partnership between your company and Cisco. Use of the term “partner” in the logo or in these guidelines is for convenience only and is not an indication of a partnership relationship between your company and Cisco.

http://www.cisco.com/web/about/ac50/ac47/about_cisco_policies_list.html




Q. What if there is more than one other organization involved in a co-branding project?A. Depending on the co-branding scenario that will be used, other logos should be displayed in the same way. If it is a co-master branding scenario, all logos should be the same size and placement and share ownership position. If one brand is leading, the others should all be treated equally with respect to size and placement but should be in a secondary position to the lead brand. For display order, arrange alphabetically unless otherwise agreed upon by the parties.

Q. My company wants to co-brand a Cisco white paper because we use Cisco technology, is that OK?A. Probably not. Appearance of your logo on a Cisco white paper suggests that you in some way contributed to the content. Unless you have contributed specifically to the content of the Cisco white paper, Cisco will generally not allow display of a third-party logo on Cisco’s copyrighted materials.

Q. My company is applying to become a Cisco partner in a Cisco program. We haven’t qualified yet, but can we use the Cisco corporate logo until we get our partner logo?A. No. Allowing a nonaffiliated company to use the Cisco corporate logo can undermine Cisco’s existing partner programs and dilute the impact of Cisco’s partner logos.

Q. We buy a lot of Cisco products, and we want to display the Cisco corporate logo to show we use Cisco technology. Can we use the logo?A. No. Cisco does not license the corporate logo for that purpose.

You may state in text that you use Cisco products, technology, or services. The statement must be factual and accurate and must appear in the same manner as the surrounding text. In other words, the statement should not be highlighted (such as by use of a unique color or size, special placement, or graphical treatment) or otherwise stand out from the surrounding text.

Q. We have gotten approval to co-market with Cisco, and we want to use the logo on some merchandise. Are there rules we should follow?A. Even if a decision is made to co-market, it is generally inappropriate to create co-branded merchandise. Instead, we suggest that you promote the solution or campaign that the parties support.

Frequently Asked Questions

Cisco and the Cisco Logo are trademarks of Cisco Systems, Inc. and/or its affiliates in the U.S. and other countries. A listing of Cisco’s trademarks can be found at www.cisco.com/go/trademarks. Third-party trademarks mentioned are the property of their respective owners. The use of the word partner does not imply a partnership relationship between Cisco and any other company. (1007R)

Websites

Cisco Brand Centerwww.cisco.com/web/about/ac50/ac47/about_cisco_brand_center.html

Logo and Copyright Request Toolwww.cisco.com/web/about/ac50/ac47/request_tool.html

Partner Central (account required, for partners only)www.cisco.com/web/partners/index.html

Partner Marketing Central (account required, for partners only)www.ciscopartnermarketing.com

Cisco Trademark Policywww.cisco.com/web/about/ac50/ac47/about_cisco_policies_list.html

Privacy Policywww.cisco.com/web/siteassets/legal/privacy.html

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