f5 brand guidelines - f5.com
TRANSCRIPT
F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
THE F5 BRAND 3Why brand matters 3
The story behind our name 3
What is brand? 4
F5 LOGO 5Logo principles 5
Recommended sizes for print and web 5
Clear space 6
Placement 6
Logo “don’ts” 6
Logo and tagline 7
Logo and tagline placement 7
TYPOGRAPHY AND GRID 8Typography guidelines 9
Standard grid 9
COLOR 10Color palette 10
Color specifications for print and web 10
Primary and secondary palettes 11
Color application 11
PHOTOGRAPHY 12Active Location photography 13
Lifestyle photography 14
Business Vertical photography 15
Tips for sourcing stock images 16
Stock photo “don’ts” 16
Product photography 17
GRAPHIC ELEMENTS 18Icons and circles 18
Data stream with icons 20
Data stream without icons 21
Monochromatic data stream without icons 22
Transparent icons and circles 23
Inappropriate use of circles and icons 24
Circle and icon “don’ts” 24
APPLICATIONS 25Report covers 25
Print advertising 26
Banner advertising 27
Marketing campaign 28
Website 29
Branded booth template: pull-up banner 30
Branded booth template: expand 31
Large format custom booth property 32
F5 Agility 2014 33
Logowear 34
Giveaways 34
Promotional collateral 34
ARCHITECTURAL VISION 35F5 Synthesis brand elements 35
F5 Synthesis usage 35
VOICE AND TONE 36Tone of voice 36
The editorial mission 36
From web to white paper 36
Copy guidelines 36
CONTENT STYLE GUIDE 37
LEGAL CONSIDERATIONS 38Trademarks 38
Product naming 38
Third party usage notice 38
Legalese to be applied to internally published materials 38
HOW TO FIND/REQUEST ASSETS 39
Table of Contents
“We thought about what F5 stands for beyond hardware and software solutions. It’s about the delivery of applications. Today’s world runs on applications. And we work tirelessly to ensure those applications are fast, secure, and available.”John McAdam, President and CEO
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
The F5 BrandThe story behind our name
F5, originally named F5 Labs and then known as
F5 Networks, was founded in 1996. The name F5 is
taken from the Fujita scale of ratings for tornado intensity,
where F5 is the most intense. Our F5 red ball glows
brightly from our hardware that’s housed in data centers
across the globe.
Why brand matters
The F5 brand is the core of who we are—it is the
foundation from which we tell meaningful, relevant
stories about our solutions, products, and services.
Collectively, our brand is both the way we look and the
way we sound; it’s how we express who we are as a
company and it represents F5’s unique combination of
reliable and innovative.
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
The F5 BrandVisionWHERE WE ARE GOING AND WHAT WE ARE MEANT TO BE
Applications without constraints
MissionOUR CORE PURPOSE
Deliver the most secure, fast, and reliable applications to
anyone, anywhere at any time.
Brand attributesTHE CHARACTERISTICS OUR CUSTOMERS ASSOCIATE WITH US
Trusted
Customer-centric
Innovative
Driven
Strategic
What is brand?
Brand is our audience’s perception of what we do, what
we stand for, and what makes us relevant. When the
elements of our brand identity—how we look and how
we sound—are aligned with what we do and what we
say, we can connect with our audience in a way that is
authentic and meaningful.
Brand drivers THESE HELP DEFINE OUR VALUES IN OUR MARKETING AND KEY BUSINESS DECISIONS THAT SUPPORT THE BRAND
Reliable
As a trusted technology partner, F5 provides
organizations across the globe with a secure and
reliable foundation along with agile solutions for growth.
Innovative
Using unique technologies and solutions, F5 enables
organizations to scale, adapt, and align with changing
business demands while driving business forward.
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
F5 Logo
The F5 logo is the foremost representation of our brand;
it is a visual summation of who we are. To maintain its
strength and integrity, use it consistently and appropriately
according to these guidelines. Always treat the F5 logo as
our company signature rather than a design element.
It should appear on all F5 materials.
Reversed logo
Solid logo
Gradient logo
Logo principles
There are four versions of the F5 logo. Use the solid (red) logo on a white
background whenever possible in print and electronic communications.
The F5 solid logo against a white background is the preferred logo.
• The “f5” in the circle should be white—never transparent.
• Remove the registered trademark when placed at less than 50%.
• The logo should be reversed to white when printing on a darker
one-color background.
• Please use one of the following three alternate logos when the
situation calls for it.
Black and white logo
Recommended sizes for print and web
To ensure that the F5 logo is always legible and accurately reproduced, the
minimum size for print is 0.5". The minimum for web is 45 pixels.
The standard size of the logo on templated print materials (white papers,
datasheets, and other collateral) is 0.625" for 11"x17" pages or smaller.
For larger materials, the logo should be scaled proportionally to the piece.
Minimum size for print: 0.5"
Recommended size for print: 0.625"
Minimum size for web and mobile: 45 pixels
PREFERRED LOGO
ALTERNATE LOGOS
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
F5 Logo Clear space
To preserve the visual impact and integrity of the logo, always maintain adequate
space around it. The F5 logo should be surrounded by clear space equal to
half the height of the red circle (x = the logo height in the illustrations below). In
applications where space is limited, the clear space may be reduced to one-third
of the logo height.
x
x
Do not stretch or skew the logo
Do not use a tint of the
logo
Do not make the logo into a
character
Do not make the “f5”
transparent
Do not position the logo inside another
element
Logo “don’ts”
Do not alter the logo, and avoid the following misuses illustrated below.
Do not switch the white and red
.5x
.33x
.33x
.33x
.33x
.5x
.5x
.5x
x
x
Placement
Proper placement of the logo increases the visibility of the brand. The F5 logo is
typically anchored to the top or bottom right of collateral, with at least one logo
height (x) of space from the edge.
Preferred clear space
Minimum clear space
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
F5 Logo
OPTION 2: TAGLINE CENTERED
OPTION 3: TAGLINE LEFT
Logo and tagline
Our tagline is an integral part of the F5 brand. To preserve its integrity
and maximize its impact, please follow these guidelines.
• The F5 tagline appears in sentence case and includes end punctuation.
This style should not be altered unless approved by the Brand Team
(e.g., do not use all caps or delete the period).
• Do not use the F5 tagline as a headline or subhead.
• Please don’t create your own tagline.
• Update any appearances of old F5 taglines (IT agility. Your way.;
F5 makes the connected world run better.; The world runs better with F5.)
with the current tagline.
• Use the logo and tagline in brand campaign materials, outbound marketing
materials, and internal communications.
• Please do not use the logo and tagline on cobranded materials.
OPTION 1: TAGLINE RIGHT Logo and tagline placement
The logo and tagline are used as a sign off at the bottom of collateral whenever
space allows either on the left, right, or center of the page, as shown below.
Please follow the minimum size requirements for the logo as described on page 5.
Placement of the logo with tagline is adjusted to the bottom of the circle (not the tagline).
Option 1: tagline right
Option 2: tagline centered
Option 3: tagline left
x
x
x
x
x
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
Typography and Grid
Clear communication is an essential part of the
F5 brand. Used consistently, typography plays a
significant role in reinforcing the brand.
F5’s corporate typefaces are Helvetica Neue LT Std
and Tablet Gothic; these should be used for all print
materials, events, and copy set in online graphics
when possible. In cases where these fonts are not
available, please use Arial.
TABLET GOTHIC NARROW
Tablet Gothic Narrow ThinTablet Gothic Narrow LightTablet Gothic Narrow RegularTablet Gothic Narrow SemiboldTablet Gothic Narrow BoldTablet Gothic Narrow Extra BoldTablet Gothic Narrow Heavy
HELVETIC NEUE LT STD
45 Helvetica Neue LT Std Light
46 Helvetica Neue LT Std Light Italic
55 Helvetica Neue LT Std Roman
56 Helvetica Neue LT Std Roman Italic
65 Helvetica Neue LT Std Medium
75 Helvetica Neue LT Std Bold
85 Helvetica Neue LT Std Heavy
TABLET GOTHIC
Tablet Gothic ThinTablet Gothic LightTablet Gothic RegularTablet Gothic SemiboldTablet Gothic BoldTablet Gothic Extra BoldTablet Gothic Heavy
PRIMARY FONT: HELVETICA NEUE LT STD SECONDARY FONTS: TABLET GOTHIC AND TABLET GOTHIC NARROW
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
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DATASHEET VIPRION
F5 Networks, Inc. 401 Elliott Avenue West, Seattle, WA 98119 888-882-4447 www.f5.com
Europe/Middle East/[email protected]
©2014 F5 Networks, Inc. All rights reserved. F5, F5 Networks, and the F5 logo are trademarks of F5 Networks, Inc. in the U.S. and in certain other countries. Other F5 trademarks are identified at f5.com. Any other products, services, or company names referenced herein may be trademarks of their respective owners with no endorsement or affiliation, express or implied, claimed by F5. DC0714 DS-VIPRION-32472 1014
F5 Global ServicesF5 Global Services offers world-class support, training, and consulting to help you get the most from your F5 investment. Whether it’s providing fast answers to questions, training internal teams, or handling entire implementations from design to deployment, F5 Global Services can help ensure your applications are always secure, fast, and reliable. For more information about F5 Global Services, contact [email protected] or visit f5.com/services.
More InformationFor more information about VIPRION, visit f5.com to find these resources. For the latest product specifications, see the applicable platform guide on askf5.com.
Datasheets
BIG-IP Local Traffic Manager
BIG-IP Application Security Manager
BIG-IP Global Traffic Manager
BIG-IP Access Policy Manager
BIG-IP Application Acceleration Manager
BIG-IP Advanced Firewall Manager
BIP-IP Policy Enforcement Manager
BIG-IP Carrier-Grade NAT
White papers
Clustered Multiprocessing: Changing the Rules of the Performance Game
VIPRION: The Cost of Management
Virtual Clustered Multiprocessing (vCMP)
The Application Delivery Firewall Paradigm
BIG-IP Application Delivery Hardware: A Critical Component
ScaleN: Elastic Infrastructure
Tech brief
Multi-Tenancy Security with vCMP
VIPRION DATASHEET
What’s inside
2 Increase Intelligence, Not Operating Costs
2 Simplify Your Network
2 Maximize Large-Scale Application and Firewall Performance
3 Achieve Ultimate Reliability
3 The Advantages of VIPRION Technology
7 VIPRION Platforms
11 F5 Global Services
11 More Information
Your organization’s growing infrastructure puts more pressure on the network—from rising numbers of users to data center consolidation to the deployment of more feature-rich applications. Scaling the Application Delivery Network (ADN) to meet these evolving needs means increased operational cost and complexity. The resulting strain on resources can limit your organization’s ability to react quickly to developing needs.
Each F5® VIPRION® platform is a single, powerful Application Delivery Controller (ADC) with modular performance blades you can add or remove with no disruption to your applications. Instead of adding more devices in the network and segmenting applications, you can simply add more power to your existing infrastructure as needs arise. VIPRION gives you the scalability you need to establish a solid and sustainable ADN growth strategy.
Key benefits
Reduce costs Decrease OpEx and CapEx with the F5 ScaleN™ architecture, which provides the unique flexibility to scale on demand, virtualize, and deliver application scaling in a device cluster.
Maximize performance Manage and protect demanding apps with industry-leading layer 4 and layer 7 performance and SSL processing power.
Consolidate devices Reduce the number of servers and ADCs along with power, space, cooling, and management requirements.
Achieve ultimate reliability Make the ADN always available with redundancy at both the chassis and blade levels.
The On-Demand ApplicationDelivery Controller
Typography and GridTypography guidelines
• Use Tablet Gothic and Tablet Gothic Narrow for headlines.
• Use Helvetica Neue Lt Std for body copy (substitute Arial for HTML).
• Use Helvetica 45 Light for type larger than 9 point or larger; Helvetica 55
Roman is recommended for type smaller than 9 point (e.g., footnote text).
• Body copy is printed 85% black or 100% PMS Cool Gray 11.
Standard grid
• The standard F5 document page is divided into three columns. Two columns
may be combined to create a grid with one wide column and one narrow
column.
• Do not combine all three columns. This makes the line length too wide for a
comfortable reading experience.
• The F5 logo should be positioned in the upper right corner of the first page of
F5 documents. If the logo persists in interior pages, it should also appear at
the upper right.
• The F5 logo with the tagline should be positioned in the lower right corner of
the final page of F5 documents, adjacent to F5’s address block (see example).
Headlines:Tablet Gothic Light
Body copy:Helvetica LT Std Roman
Headlines:Tablet Gothic Light
Subheads:Helvetica LT Std Medium
Headlines:Tablet Gothic Regular
Subheads:Tablet Gothic Regular
FRONT OF STANDARD GRID BACK OF STANDARD GRID
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
ColorColor specifications for print and web
To ensure color consistency, please adhere to these specifications and use
qualified vendors and reliable reproduction methods. Use the PANTONE® Color
Matching System as a reference to ensure accuracy when matching colors for
printed materials.
Because there are discrepancies in PANTONE, PANTONE PLUS, and Adobe
Creative Suite values for CMYK, RGB, and HEX colors, F5 has formulated these
values for best representation in print and on screen. The swatches are available
for download.
F5 color palette
PMS 186
PMS 2945
PMS 2393
PMS 109
PMS 144
PMS Cool Gray 6
PMS Cool Gray 1
PMS 376
PMS Orange 021
PMS Cool Gray 11
The pure hues of the F5 color palette communicate
clarity and strength, supporting the intrinsic value of our
technologies as well as the corporate red of the F5 logo.
Neutral grays complement the pure, saturated colors and
can be used in any combination as long as the integrity of
the brand is not diminished. The palette has a high-tech
energy and functions well in print, web, and video, thus
supporting our brand promise across all channels.
Color palette
The F5 color palette provides flexibility for a wide range of expression. Use
individual colors to customize the story and messaging. Colors are not used to
represent specific F5 lines of business.
PANTONE C M Y K R G B Web (HEX)
PMS 186 0 100 75 4 223 8 50 DF0832
PMS 2945 100 74 20 5 0 72 146 004892
PMS 144 0 52 100 0 237 123 12 ED7B0C
PMS 376 53 0 96 0 160 191 55 A0BF37
PMS 2393 94 11 0 0 1 148 210 0194D2
PMS Orange 021 0 80 100 0 241 90 34 F15A22
PMS 109 0 9 100 0 255 215 52 FFD734
PMS Cool Gray 1 3 2 4 5 224 225 221 E0E1DD
PMS Cool Gray 6 18 11 8 23 173 175 175 ADAFAF
PMS Cool Gray 11 48 36 24 66 77 79 83 4D4F53
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
ColorPrimary and secondary palettes
The color palette is divided into primary and secondary palettes. Apply color
by choosing from the bright, pure hues of the primary palette and pairing with
a neutral gray or secondary color that supports the message.
PRIMARY PALETTE
PMS 109 PMS Cool Gray 6
PMS Cool Gray 1
PMS 376 PMS Cool Gray 11
PMS 186 PMS 144 PMS Orange 021PMS 2945 PMS 2393
SECONDARY PALETTE
Primary color:PMS Orange 021
Primary color:PMS 2945
Secondary colors:PMS 144 and Cool Gray 11
Secondary colors:PMS 2393 and Cool Gray 11
Color application
The examples below demonstrate the use of a primary color that complements
the photograph, supported by secondary colors.
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
Photography
An editorial photograph tells a story. Without staging,
the image is expressive, eye-catching, and authentic.
F5 uses editorial photography to support the complex
subject matter of technology. A sense of movement
supports the idea that information never stops—even
when we are still.
The categories on the following pages describe the
F5 photographic style. Because many companies pull
from the same catalog of images, following the criteria
listed will help us differentiate the F5 brand.
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
ACTIVE LOCATION PHOTOGRAPHY EXAMPLES
Agility welcome sign
PhotographyActive Location photography
• Depicts a sense of movement or speed (time lapses).
• Draws you in with a cinematic feel or unique angle.
• Wide open global cityscape, landscape, or place.
• Group of people instead of one person.
• Stop motion, macro, or motion blur techniques may be used.
APPLICATIONS
Web page
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
PhotographyLifestyle photography
• Captures a real moment in time.
• Focuses on a person or the activity they are engaged in
(something is happening or happened).
• Relatable and simple to “get.”
• Gives a glimpse of what is possible.
• A benefit is implied.
• The headline connects with the photo to tell the technology
story (e.g., what F5 does for applications).
LIFESTYLE PHOTOGRAPHY EXAMPLES
Advertising Web page
APPLICATIONS
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
PhotographyBusiness Vertical photography
Business Vertical photography includes editorial images that represent the
industries F5 serves, such as service provider, security, enterprise IT/cloud,
and financial.
SERVICE PROVIDER
ENTERPRISE IT / CLOUD
SECURITY
FINANCIAL
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
Overly posed Lacking originality
Cliché
War reference
Inappropriate innuendo
Religious implications
Tips for sourcing stock images
Stock photography purchased for F5 purposes should:
• Feel real and natural (as opposed to a staged studio shot).
• Show any people in the photo engaged in some sort of activity.
• Feel unique—a moment in time—and not like a stock image.
• Be tied to the copy/message. The two should work as partners.
• Not depict firearms, inappropriate innuendo, references to war,
the military, sexual/sexiest imagery, or religion.
PhotographyStock photo “don’ts”
Avoid the examples of stock photography below.
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
PhotographyProduct photography
Product photography is clear and straightforward. It is shown against a white
background with clear lighting and a small, natural shadow.
A product “hero” shot is depicted in a three-quarter view to show its three-
dimensional shape, with a focus on the technical components. Additional views
can highlight specific features of the product for instructional purposes.
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
Graphic Elements
Along with our photography style, a defined set of
proprietary graphic elements helps tell the F5 story.
Please follow the criteria below when incorporating
graphic elements in any corporate materials, signage,
or other communications.
Icons and circles
Universally recognizable icons within primary-colored circles combine for
a modern look that’s versatile, directional, and aligned with the F5 logo.
One circle/icon catches your eye, while many circles transform into the data
stream that represents millions of users, data, downloads, and connections.
This design element scales in or out, like F5 products, and can be both technical
and personal. The data stream has a natural sense of movement, suggesting
that data is never at rest.
Individual icon in a circle
Data stream with icons
Data stream without icons
Monochromatic data stream
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
Graphic ElementsICONS
A set of 12 technology-specific icons are used as the basic building blocks of a
unique graphic language that help communicate F5’s mission: the fast, secure,
and reliable delivery of applications to anyone, anywhere at anytime.
Please do not add new icons without consulting the F5 Brand Team.
ICONS AND CIRCLES
F5 application solutions are conveyed via recognizable icons centered inside
colored circles. These flexible elements can be arranged in a variety of patterns,
adding depth to the F5 graphic language. This element can be used to indicate
specific customers, partners, or technologies (e.g., you can use the cell tower or
phone icon in materials for service providers).
PMS 109 PMS Cool Gray 6PMS 186 PMS Cool Gray 11 PMS 2393
COLOR
• The icon is always white and centered within the circle.
• The circles leverage only five colors from the F5 palette (shown below); do not
change or add to these colors.
• Circle colors are not associated with any particular icon type.
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
Graphic ElementsData stream with icons(FOR LARGE-SCALE APPLICATIONS)
The data stream with icons consists of the circles with icons arranged in a random
sequence. Use this element in large-scale applications such as event signage and
tradeshow booth properties.
• Circle color is not associated with icon type—the occurrence of each is random.
• This element works best over solid dark colors or white backgrounds—avoid
complex background textures or photos that compete with it.
• The minimum individual circle diameter for large-scale applications is 1.5˝
(supplied file placed at 150%).
• The minimum individual circle diameter for smaller-scale applications is 0.375˝
(supplied file placed at 37.5%). If the circle diameter needs to be smaller, please
use the data stream without icons.
• The data stream should be at least twice as wide as it is high so it reads as a
continuous stream of information.
• Icons should not appear in the monochromatic data stream.
Data stream with icons
APPLICATIONS
The data stream is placed over the white portion of the image for legibility.
The data stream is placed over the darker portion of the image for legibility.
In this instance, the data stream is placed over the photo because the image is less complex and out of focus. The data stream is greatly enlarged due to the large scale of the wall.
Mobile World Congress booth monitor wallInterop booth monitor wall Cisco Live booth monitor wall
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
Data stream without icons(FOR SMALLER-SCALE APPLICATIONS)
The data stream without icons is used when the circle diameter is smaller than
0.375˝ and the icons would no longer be clearly legible. You can reduce it to a
smaller size and use it as shown in the examples.
• The data stream without icons works best over solid dark colors or white
backgrounds.
• The data stream without icons should be at least twice as wide as it is high so it
reads as a continuous stream of information.
• Do not place the data stream over complex photographs or background textures
that compete with it.
Graphic Elements
Tradeshow counter sign
Data stream without icons
APPLICATIONS
Tradeshow bag insert
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
Graphic ElementsMonochromatic data stream without icons
The monochromatic data stream is used when the multi-color data stream does
not read well over a complex or patterned background image. It is also used
when the space available for branding is limited (e.g., email headers, banner ads,
PowerPoint slides).
• Use only the ten color variations shown here. PMS 109 (yellow) and PMS 376
(green) are generally not preferred for the data stream graphic.
• The monochromatic data stream can be used as a solid color over a solid color,
or a solid or transparent color over a photograph.
• This graphic is mainly used as a background pattern.
• Icons should not appear in the monochromatic data stream.
Email headers
PMS 186 + white PMS 2945 + PMS 2393 PMS 144 + PMS 021 PMS Cool Gray 6 and 11PMS Cool Gray 1 and 6
register nowAGILITY
2014 FO R A N A P P L I CAT I O N WO R L D
S O LU T I O N SSAN FRANCISCO | Marriott Marquis | July 30—August 1
register nowAGILITY
2014 FO R A N A P P L I CAT I O N WO R L D
S O LU T I O N SSAN FRANCISCO | Marriott Marquis | July 30—August 1
Booth luminent template
PMS 109 PMS 376
APPLICATIONS
Monochromatic data stream
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
Graphic ElementsTransparent icons and circles
Semi-transparent circles and icons can be enlarged and used over photography.
The minimum circle diameter for this treatment is 0.5" on formats 11"x17"
and smaller.
• The circles may be rearranged and adjusted to work with the photo, but the
overall effect should still resemble the data stream pattern with connected
circles.
• Circle color is not associated with icon type—the occurrence of each is random.
• When you use transparent circles with icons, the scale of the circles,
photography, and item size can vary somewhat; but please use the Overhead
event sign example as a point of reference.
• The opacity of the circles and icons should be adjusted lighter or darker
depending on their placement over the background image.
• Use multi-color circles only on dark backgrounds, and use the gray one-color
circles only on light or white backgrounds.
Welcome:)
The semi-transparent values of the colored circles are adjusted over lighter or darker backgrounds so they appear to have the same level of transparency.
Overhead event sign (8.5´W x 5´H)
APPLICATION
Multi-color circles and icons One-color (gray)
Use gray semi-transparent circles when they are over a light/white background.
The colored semi-transparent circles should only be used over darker backgrounds or photos. On a lighter background, the colors become pastel tints, which is off-brand.
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
Graphic ElementsInappropriate use of circles and icons
The circle and icon elements can be used in a variety
of ways. However, it is important to use them as
described in the guidelines so that, over time, they
can be identified by our customers as an element
of the F5 brand.
The circles and icons are a flexible design element; but to preserve some
continuity, please follow these guidelines:
• Do not change the icons in the circles, and do not introduce new icons.
• Do not add to or change the five approved colors.
• Do not adjust the arrangement of the circles and icons in a data stream
(use the supplied arrangement instead).
• Avoid placing the data stream graphic over complex photographs or
background textures that compete with the pattern.
• Do not make the circles white and the icons a color.
• Do not use the data stream vertically—it should always be horizontal.
• Do not use multiple data streams in one application.
Circle and icon “don’ts”
Avoid these misuses of the circles and icons.
The data stream should be at least twice as wide as it is high.
Do not use multiple data streams in one application.
Do not change the direction of the data stream pattern, or place it over a complex background.
Do not change the colors of the circles.Do not change the icons or substitute with other icons.
Do not change the arrangement of the circles.
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
ApplicationsReport covers
Large icons and circles are arranged in a simple and bold design for report or
document covers. The subhead and body copy in the lower right are optional.
REPORT COVER OPTIONS
REPORT COVER
Title of Report or Document
Bocy copy here is optional. Lorem ipsum
dolor asset rent eium audandi quodis arum
coreictotam, quas ipsamet aut ipsae. Uptae
peratem qui repe estiis maio et quatem hiciume
netur aut arum rae mollace ssumque litem hil
idi ullaut ut aute.
Title is optional here. Lorem asset duis attem rent eium.
REPORT COVER
Title of Report or Document
Bocy copy here is optional. Lorem ipsum
dolor asset rent eium audandi quodis arum
coreictotam, quas ipsamet aut ipsae. Uptae
peratem qui repe estiis maio et quatem hiciume
netur aut arum rae mollace ssumque litem hil
idi ullaut ut aute.
Title is optional here. Lorem asset duis attem rent eium.
Option A Option B
Lorem ipsum dolor asset rent eium audandi
quodis arum coreictotam, quas ipsamet aut
ipsae. Uptae peratem qui repe estiis maio et
quatem hiciume netur aut arum rae mollace
ssumque litem hil idi ullaut ut aute.
Lorem ipsum doloar asset duis attem rent eium audandt.
REPORT COVER
Title of Report or Document
Option C
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
ApplicationsPrint advertising
Leveraging print advertising is not only part of a well-rounded media mix, it’s also
still one of the best ways to boost sales. Print advertising campaigns extend brand
reach while providing the highest immediate return on investment (ROI).
F5 print ads tell our story through tightly aligned visuals and copy. Each ad helps
people understand what we do, and recognize why it’s important. F5 branded
print advertising:
• Connects quickly and instinctively
• Implies a business problem
• Captures a real moment in time
• Has a subtle sense of cleverness or quirkiness
• Visually explains a lot (without saying too much)
• Offers our expertise without being boastful
BUSINESS VERTICALS ADVERTISING
Used only for high-level brand campaign advertising.
Learn more.f5.com/synthesis
Your business. Your applications. 24/7.F5 Synthesis™ focuses on today’s most business-critical assets: your applications.
Today there’s an opportunity to effectively manage and improve application security, availability, and performance—from the data center to the cloud. This next-generation approach leverages simplified business models, intelligent services orchestration, and one very powerful services fabric to support all of your applications. Because it’s time to bring critical services together, remove complexity, and focus on what really matters—supporting customers with applications that are always secure, fast, and available.
Learn more.f5.com/SDN
Tomorrow’s data center starts today with F5 Synthesis The rise of software-defined networking (SDN) validates what we have always believed: services should be programmable and extensible, and every layer of the network must be as agile as the business it supports.
F5 Synthesis™ helps to future-proof your network with an architecture that delivers a broad portfolio of Software-Defined Application Services.™ Each F5 solution works with a variety of network technologies—from traditional Ethernet to SDN—and can be rapidly provisioned to address the pain points that result from emerging IT trends.
There’s an incredible opportunity to increase agility, reduce costs, and create better management capabilities. But you’ve got to get there without your network crumbling. We know you can improve application security, availability, and performance today—while building the network you’ll need tomorrow.
What’s the big picture for your network?
F5 Networks TRIM: 8" x 10.5" BLEED: .125" LIVE: .25" on all sides PUB: Forbes Magazine
27
F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
ApplicationsBanner advertising
Banner ads are often animated to attract attention on
overcrowded and complex web sites. The F5 logo
should be displayed throughout all the animated stages;
colors and fonts should also be on brand. Standalone
banner ads can leverage the circle and icon graphic,
shown opposite.
If an ad is part of a campaign that also includes print adverting, web pages,
or infographics, the banner ads should use the same creative (see a typical
marketing campaign on the following page).
Banner ad option
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
ApplicationsMarketing campaign
A marketing campaign can be a great expression of all the brand elements working
together. Each piece of collateral should lead to the next, and dive deeper into the
content through the progression of materials.
If they are orchestrated correctly, the photography, graphic elements, voice and
tone, colors, and typography will align to form a visual expression that elevates the
campaign message to a successfully branded message as well.Realize the operational benefits
of SDN with an L2–7 strategy
from F5. Read the Forbes article
Learn more at f5.com/SDN
Build tomorrow’s network today.
Learn more.f5.com/SDN
Tomorrow’s data center starts today with F5 Synthesis The rise of software-defined networking (SDN) validates what we have always believed: services should be programmable and extensible, and every layer of the network must be as agile as the business it supports.
F5 Synthesis™ helps to future-proof your network with an architecture that delivers a broad portfolio of Software-Defined Application Services.™ Each F5 solution works with a variety of network technologies—from traditional Ethernet to SDN—and can be rapidly provisioned to address the pain points that result from emerging IT trends.
There’s an incredible opportunity to increase agility, reduce costs, and create better management capabilities. But you’ve got to get there without your network crumbling. We know you can improve application security, availability, and performance today—while building the network you’ll need tomorrow.
What’s the big picture for your network?
Solutions for an application world.
F5 Networks TRIM: 8" x 10.5" BLEED: .125" LIVE: .25" on all sides PUB: Forbes Magazine
Promotion | technology
Software Defined Networking Evolves
Enterprises are deploying hundreds of applications per day and going mobile across the organization. they are challenged to maintain this
pace without degrading quality of experi-ence, security or speed to market. in the face of this massive growth, the pressure to be agile, cost-effective, and flexible enough to adapt to new business or application models is increasing.
Data center virtualization in its present form helps meet these challenges, but it only gets two-thirds of the way there. the benefits of virtualization go well beyond capital and operational cost savings. Appli-cations become more agile, data center resources are utilized more efficiently, and the business can almost instantaneously respond to customer and competitive demands.
the network, however, has historically been the speed bump on the fast lane to virtualization. Data center administrators can orchestrate the abstracted compute and storage elements of their data centers, but have had to contend with manually configuring the network that ties these ele-ments together.
Bringing Everything TogetherSoftware Defined networking (SDn) prom-ises to bring the data center network into the realm of virtualization. SDn is a means of
abstracting the physical network and then defining it through a common software layer—presumably the same orchestration software controlling the compute and stor-age elements.
SDn brings the same agility, flexibility and availability to the underlying network layer that virtualization has brought to compute and storage. it also has the potential to con-solidate the entire data center under a single operations group so that it becomes simpler and less expensive to run.
much of the complexity in a network is the configuration and coordination of net-work nodes—switches and routers. in a traditional network, these consist of a con-trol plane and a forwarding plane, with the control planes dictating how the forwarding planes handle traffic flows.
SDn is the separation and centraliza-tion of the control plane. the interfaces between orchestration and control plane are what really matter, and what tie all three data center elements—compute, storage and network—into a complete, coordi-nated whole.
“When SDn was first defined, it didn’t address network services,” says manny riv-elo, executive Vice President of Strategic Solu-tions at F5 networks. “if you can provision a network instantaneously, then you should be able to provision the network services using interfaces. that’s our vision.”
Stateful Servicesthe challenge presented by these services is that many of them are stateful—that is, they keep some record of the flows they are servicing. if a conversation between applica-tions traverses a stateful service in one direc-tion, but bypasses that service in the return direction, the conversation can be broken. or worse, security policies could be undermined.
“the classic network architect may not have thought about that, because they’ve been thinking about ethernet packets, which are stateless,” rivelo explains. “our Synthesis architecture is about the software defined application services that are required inside the network infrastructure. customers can dovetail these services nicely with their packet switching, storage and hypervisor technologies. you seamlessly migrate from your traditional networks to these new net-works and ensure that your user-to-applica-tion experience continues to be fast, safe, secure and highly available.”
As SDn development has matured, practi-cal architectures are emerging that promise to finally allow a fully virtualized data center. the operational cost savings, agility and effi-ciency that are already being enjoyed under existing data center virtualization are only a part of SDn’s benefits. the fully virtualized data center means quickly responding to your customers and your competitors and pres-ents a platform for business innovation. n
By jEff DoylE
Banner AdBanner ad links to article.
Print ad links to website.
The website links to additional resources and reveals a sharable infographic.
An infographic links to F5 social media sites in the call to action.
Learn more.f5.com/SDN
Tomorrow’s data center starts today with F5 Synthesis The rise of software-defined networking (SDN) validates what we have always believed: services should be programmable and extensible, and every layer of the network must be as agile as the business it supports.
F5 Synthesis™ helps to future-proof your network with an architecture that delivers a broad portfolio of Software-Defined Application Services.™ Each F5 solution works with a variety of network technologies—from traditional Ethernet to SDN—and can be rapidly provisioned to address the pain points that result from emerging IT trends.
There’s an incredible opportunity to increase agility, reduce costs, and create better management capabilities. But you’ve got to get there without your network crumbling. We know you can improve application security, availability, and performance today—while building the network you’ll need tomorrow.
What’s the big picture for your network?
F5 Networks TRIM: 8" x 10.5" BLEED: .125" LIVE: .25" on all sides PUB: Forbes Magazine
29
F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
ApplicationsWebsite
In 2014, F5 launched a new design and CMS (content management system) for
f5.com. F5 is working to bring the entire site up to date with the new standards
outlined in this document.
Layout, typography, color palette, photography and the data stream graphic
elements together communicate the style and tone of the f5.com brand.
30
F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
Branded booth template: pull-up banner
F5 branded displays are a cost-effective and quick way to create a small
stand with a backdrop and a podium to gather around. There are two
background options for the templated pull-ups.
The freestanding, vertical pull-up banner is typically displayed with the
F5 table skirt. It is used in small field events, tabletop events, HR/recruiting
activities, charity events, partner promotions, and more.
No assembly is required; it ships via FedEx or UPS in a plastic case and is
easy to carry on a plane.
ApplicationsOPTION A: PHOTOGRAPHY AND DATA STREAM BACKDROP
Pull-up: 35" x 85" Pull-up: 35" x 85"
OPTION B: CIRCLE AND ICON PATTERN BACKDROP
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
Branded booth template: expand
10x10 pop-up booths require minimal assembly (see illustration below). A single-
sided fabric is stretched around a pop-up frame, and a plastic shipping case
converts into a logo-clad podium.
The expand template is used in mid-size field and federal events when an elevated
presence or branding is warranted, but no budget is available for install and
dismantle services, or shipping costs.
The graphic and frame fit in a shipping case, which ships via FedEx or UPS.
ApplicationsOPTION A: PHOTOGRAPHY AND DATA STREAM BACKDROP OPTION B: CIRCLE AND ICON PATTERN BACKDROP
Estia everiam qui arciat que velluptas experci adia id.
Expand: 114" x 85"
Assembly
Expand: 114" x 85"
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
Applications
FRONT VIEW BACK VIEW
A1
H
A2
EC
D (side wall)
B (back)
Large format custom booth property
Amidst a sea of exhibitors and thousands of attendees, F5’s unique offerings
simply and pointedly draw our demographic to the F5 booth, so that we can start
a conversation and whiteboard a solution. To achieve the best booth design,
please follow these guidelines:
Logo: The F5 logo should be prominently displayed on all sides and above the
booth so it can be identified from a distance. Messaging should be placed near
the logo that succinctly communicates to the visitor what we do and how we can
help potential customers.
Messaging: Headlines should be strategically targeted to draw attendees in for a
conversation with a salesperson. The minimum x-height for copy is 2˝. It should be
bright and readable from a distance.
Graphics and branding: Using large-scale photography that covers the entire
wall is a high-impact way to make the booth stand out. The data stream adds
visual interest that helps pull visitors in the booth as they walk by.
Technology and interactivity: Videos and interactive displays are useful for
telling the F5 story or demonstrating the use of technology, but should mainly be
a prompt for conversation.
33
F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
Applications
FO R A N A P P L I CAT I O N WO R L D
S O LU T I O N SAGILITY
2014
Johnny Jacob SmithABC Company Long Name
INTERIOR WAYFINDING SIGNS
The bright colors of the monochromatic data stream attract attention without
sacrificing readability.
STAIR RAILING GRAPHICS
Railings that are viewed from floor to floor provide an opportunity for simple
branding with alternating event graphics.
EXTERIOR FLAGS
Exterior signage brands the event with the data stream, as well as circles
and icons overlaid on Active Location photography.
F5 Agility 2014
F5 Agility is an annual event that provides thought
leadership and a technology vision to F5 customers and
partners. The event theme and collateral are redesigned
each year.
INTERIOR OVERHEAD SIGNS
Active Location photography with the monochromatic data stream distinguishes
the Solutions Expo area within the event.
EMAILERS AND BADGES
Email headers and badges have less real estate for a branded message.
The monochromatic data stream is used as a background pattern with an
overlay of type to deliver a strong but simple message.
register nowAGILITY
2014 FO R A N A P P L I CAT I O N WO R L D
S O LU T I O N SSAN FRANCISCO | Marriott Marquis | July 30—August 1
FO R A N A P P L I CAT I O N WO R L D
S O LU T I O N SAGILITY
2014
Johnny Jacob SmithABC Company Long Name
New York CityBeijing | Copenhagen | Seoul | Shanghai | Singapore
New York CityBeijing | Copenhagen | Seoul | Shanghai | Singapore
New York CityBeijing | Copenhagen | Seoul | Shanghai | Singapore
New York CityBeijing | Copenhagen | Seoul | Shanghai | Singapore
General Session
Breakout Sessions
34
F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
ApplicationsGiveaways
The logo may be etched into items such as metal pens or glassware.
Promotional collateral
Research indicates that people are 52% more likely to stop at tradeshow booths
that are giving out appealing promotional items. F5 giveaways should connect
with F5’s strategic position at the tradeshow, be branded with the F5 logo, and,
ideally, be useful to people in their daily lives.
Please visit the Brand Resource Center (BRC) for approved promotional collateral
or if you are creating new promotional collateral, contact the Brand Team for
approval.
Logowear
For logowear, use the solid PMS logo. If the background is not white, please
ensure the “f5” prints white and the sphere prints solid PMS 186 or black.
Please follow the standard guidelines for clear space, color use, and size.
Additional information and purchases can be made at the online F5 Shop at
http://shop.f5.com/.
Stress ball
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
Nobody knows applications better. F5 helps organizations meet the demands—and embrace the opportunities—that come with the relentless growth of voice, data, and video, mobile workers, BYOD, and applications—in the data center, the network, and the cloud.
Necessity is the mother of invention.Existing and emerging technology trends have the potential to significantly effect organizations,
and with social, mobile, cloud, and information at the forefront, today’s businesses require a new model for application services. One that’s easy to use and easy to procure for a variety of business models.
Introducing F5 Synthesis. F5 Synthesis is a new architectural vision that focuses on today’s most business-critical assets: applications. The F5 Synthesis model is a next-generation approach that delivers application services without constraints by leveraging three major elements:
• A high-performance services fabric
• Intelligent services orchestration
• Simplified business models
Architectural Vision
In 2013, F5 unveiled F5 Synthesis,™ an architectural
vision that provides a way for customers to keep
applications up and running securely on their networks.
The F5 Synthesis branding helps us effectively package
and communicate the value of Synthesis, while keeping
things simple for our customers.
F5 Synthesis brand elements
F5 Synthesis is a sub-brand of the F5 corporate brand. It consists of two
elements: a word mark and a visual element, shown below. For more information
about F5 Synthesis, visit synthesis.f5.com.
Word mark
F5 Synthesis usage
The Synthesis brand element and word mark should only be used on marketing
materials specific to Synthesis content.
• The Synthesis brand element should never appear without the F5 corporate logo.
To avoid visual competition between the F5 corporate logo, do not place the
Synthesis elements directly next to it (see applications below).
• The brand element comprises three organic shapes and a fabric texture.
It may be cropped, but not broken apart. If it is cropped, please make sure all
three colors are visible.
Synthesis brand element
F5 Synthesis: Applications without ConstraintsF5 Synthesis is a new architectural vision for delivering application services without constraints. By leveraging a high-performance services fabric, F5 Synthesis delivers the applications businesses depend on securely, rapidly, and reliably.
by Nigel Burmeister
WHITE PAPER
Synthesis paper Synthesis brand card
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F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
Voice and ToneTone of voice
solution-oriented
editorial
credible
approachable
energetic
The editorial mission
Bring F5 products to life. Highlight game-changing
trends and demonstrate how our world-class products
help meet organizational goals.
From web to white paper
Voice and tone will vary from medium to medium
depending on the objective. It isn’t necessary to use all
of the traits all the time.
Copy guidelines
Clear
Say what you mean, and never sacrifice clarity
for creativity.
Customer-centric
We sell solutions. From IT influencers to service
providers, always remember your audience.
Compelling
We encourage engagement and action at every level.
There should be no dead ends. From the home page
to white papers to sales contacts, we want to connect
our customers to an F5 solution.
Tone of voice isn’t what we say, but how we say it.
It’s the language we use, the way we construct
sentences, the sound of our words, and the personality
we communicate. Adhering to the F5 voice and tone
keeps our content consistent with our overall brand.
37
F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
Content Style Guide
When creating or revising content for any F5
materials—from headlines to solution and product
descriptions and everything in between—please
consult the F5 Content Style Guide. It includes
guidance about:
• How to use the name “F5”.
• When and how to apply trademarks to F5 product and technology
names (e.g., the BIG-IP platform).
• Editorial style choices (e.g., use serial commas).
• How to style industry terms (e.g., VoLTE).
• How to style F5-specific terms (e.g., Application Delivery Controller).
• How to cobrand various materials.
• Editing diagrams and other graphics.
38
F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
Legal ConsiderationsTrademarks
These guidelines must be observed by those authorized to use F5 trademarks.
Only partners (e.g., resellers and distributors) or others who have obtained explicit
permission from F5 are authorized to use certain F5 trademarks. Otherwise, no
right, license, or permission, express or implied, to use F5 trademarks is provided
by these guidelines. Any uses of F5 trademarks that are not covered by any of
the examples in these guidelines requires prior written approval by F5. Apply
the appropriate trademark notices to F5 product, feature, and service names
or taglines in materials referencing F5 trademarks, including print material and
documents that will be hosted online as a PDF. You can find a list of current
trademarks at f5.com/about/guidelines-policies/trademarks. Logos, images, and
trademarks of F5 are subject to change without notice. Unless ® is noted for a
particular product, feature, or service name or tagline of F5, use ™.
Product naming
To preserve F5 brand integrity and adhere to legal requirements, do not cut
corners on F5 naming. Product naming can be complex, so please contact
F5 directly if you need clarification.
• F5 internal teams must apply trademarks in print materials; however do not apply
trademarks to web page content. Third parties must mark all F5 trademarks,
including web page copy.
• Apply trademarks to first mentions of products and technologies in body copy
if it is unsuitable to apply them in headlines.
• Refer to f5.com/about/guidelines-policies/trademarks for a complete list of
F5 trademarks.
Third party usage notice
Third parties must apply this notice to materials referencing F5 trademarks
(e.g., printed materials, documents that will be hosted online as a PDF, web
page content, etc.): F5, F5 Networks, and the F5 logo are trademarks of F5
Networks, Inc. in the U.S. and in certain other countries. Other F5 trademarks are
identified at f5.com. Any other products, services, taglines/slogans, or company
names referenced herein may be trademarks of their respective owners with no
endorsement or affiliation, express or implied, claimed by F5.
Legalese to be applied to internally published materials
Apply this legalese to printed materials and documents that will be hosted online
as a PDF:
©2015 F5 Networks, Inc. All rights reserved. F5, F5 Networks, and the F5 logo are
trademarks of F5 Networks, Inc. in the U.S. and in certain other countries. Other
F5 trademarks are identified at f5.com. Any other products, services, or company
names referenced herein may be trademarks of their respective owners with no
endorsement or affiliation, express or implied, claimed by F5.
39
F5 Brand Guidelines | December 2014 | © 2014 F5 Networks, Inc. All rights reserved.
How to Find/Request Assets
All branded assets are available on F5’s Brand Resource Center: https://f5.webdamdb.com.
Please email [email protected] if you have questions.