IBM Logo Usage Guidelines for Third Party Event Sponsorship · IBM Logo Usage Guidelines for Third...
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2IBM Logo Usage Guidelines for Third Party Event Sponsorship
Table of Contents
Introduction����������������������������������������������������������������������������������������������������������������������������3
Description�������������������������������������������������������������������������������������������������������������������������4
Purpose������������������������������������������������������������������������������������������������������������������������������5
IntendedAudience�������������������������������������������������������������������������������������������������������������5
WhytheGuidelines?�����������������������������������������������������������������������������������������������������������5
Standard Practice������������������������������������������������������������������������������������������������������������������6
Clarity&Context�����������������������������������������������������������������������������������������������������������������6
Time&PlacetoUsetheIBMLogo�������������������������������������������������������������������������������������6
Establishing Brand Identity at Events������������������������������������������������������������������������������������7
Signage������������������������������������������������������������������������������������������������������������������������������7
Print������������������������������������������������������������������������������������������������������������������������������������8
OnlineAssets���������������������������������������������������������������������������������������������������������������������9
IBM Identity Guidance for Sponsorship & Event Contribution��������������������������������������������10
EventActivitySponsor������������������������������������������������������������������������������������������������������10
IBMSpeaker���������������������������������������������������������������������������������������������������������������������10
Merchandising������������������������������������������������������������������������������������������������������������������11
IBMispleasedtoberepresentedatyourupcomingevent�IBM’sinvolvementmayconsistofasponsorshipopportunity,aspeakingengagementoranotheraffiliation,andwehopeyouareabletoutilizethisresourceandthecontactsavailableinordertostreamlinethebrandingprocess�
3IBM Logo Usage Guidelines for Third Party Event Sponsorship
Table of Contents
Best Practice�����������������������������������������������������������������������������������������������������������������������12
OtherIBMTrademarks�����������������������������������������������������������������������������������������������������12
Dos&Don’ts��������������������������������������������������������������������������������������������������������������������13
BrandIdentityGuidance��������������������������������������������������������������������������������������������������14
ColorSpecifications���������������������������������������������������������������������������������������������������������16
IBMCreativeReview���������������������������������������������������������������������������������������������������������16
4IBM Logo Usage Guidelines for Third Party Event Sponsorship
Introduction
These guidelines outline the standards and requirements for authorized use of the IBM logo for event materials and websites. IBM requires all parties to comply with these guidelines to ensure a consistent IBM brand identity across all messaging.
Description
IBM may participate in your event as:
• Aneventsponsororcontributor
• Anactivitysponsor
• Aspeaker
• Anexhibitor
5IBM Logo Usage Guidelines for Third Party Event Sponsorship
Introduction
Purpose
The purpose of this document is to provide third parties the proper techniqueandformatwhenusingtheIBMbrand.Allguidelinesneedto be followed in order to ensure that IBM is being properly represented at your event.
Intended Audiences
The intended audiences of this document are third parties collaborating with IBM. Each third party is responsible for ensuring that the guidelines within this document are followed.
Why the Guidelines?
The IBM logo is one of the most recognizable logos in the world. ItisthemostpowerfulsymboloftheIBMbrand,marketleadership, global reach and competitive differentiation. Interbrand, a global brand consultancy, has valued the IBM brand at over $60 billion. IBM invests hundreds of millions of dollarsinworldwidemarketing.Thevalueandvisibilityoftheseefforts is strengthened through consistent presentation of our brand symbols. It is important that when we allow third parties to include the IBM logo in their communications it is placed properly to reinforce our role and is sized according to our specifications.Thefollowingguidelinesdefinehowapprovedthird parties should display the IBM logo.
Whether you are producing signage, hard copy communications orawebsite,theIBMlogoshouldbeproperlydisplayed.Afterall,you’renotjustcreatingamarketingcommunicationsvehicle.You’recreatingapieceoftheIBMexperience.
6IBM Logo Usage Guidelines for Third Party Event Sponsorship
Standard Practice
Clarity and Context
IBM’s role should be clearly indicated by appropriate logo placement, prominenceandexplanatorytext.Anyoneviewingeventmaterialsorwebsites must understand the responsibilities and contributions of all parties. This means that the IBM logo may not be placed or applied in any way that could cause confusion about the source or origin of an offering or communication.
The representation of the IBM logo in communications must always:
• MakethescopeandnatureofIBM’sparticipationclear
• Makethesourceofthecommunicationclear
Because of your relationship with IBM and the legal agreement we share,IBMlogoartfilesareprovidedforyourusealongwiththisdocument.Ifyouareworkingwithanagencyorcreativedepartment,please supply them with these guidelines and the appropriate IBM logo art.
Time & Place to Use the IBM Logo
Time
IBM may be featured as a sponsor, contributor, activity sponsor or speaker,acrossalleventmessaging,regardlessofthetypeofevent, to identify IBM’s role within the event.
Place
The IBM logo may only be used on the event materials outlined in this guide. Please see the Best Practice/Brand Identity Guidance on Page 14 for additional details on using the IBM logo on these materials.
• MarketingMaterials–TheIBMlogomaybeplacedonlyonmarketing materials directly related to the promotion of your event to attract new participants or promote your event’s value to potential participants. Thesemarketingmaterialsincludetraditionaladvertising,direct marketingorliterature-basedmessaging.
• VenueSignage–TheIBMlogomaybeplacedonlyondisplays at the actual event.
• Website(s)–TheIBMlogomaybeplacedonlyonthewebsitefor yourspecificevent.
7IBM Logo Usage Guidelines for Third Party Event Sponsorship
Venuesignage
Establishing Brand Identity at Events
To identify IBM as an event sponsor or contributor it is importanttokeepinmindtwokeyelements:
• Sizingofthelogo• Hierarchyofinformationwithinthemessagespace
Assponsorshiplevelsandaffiliationmayvary,wedependon the placement and size of the IBM logo on event materials to help identify our contribution to a given event.
Signage:
• TheIBMLogoshouldbeplacedwithdescriptivetext describing the level of participation.
• TheIBMLogoshouldbepositionedandsizedas secondarytotheEventLogo.
• TheIBMLogoshouldbefeaturedalongwithandequal in size to the logos of other equivalent sponsors.
EVENTCO
WELCOMESponsored by:
SERVICEWORLD
8IBM Logo Usage Guidelines for Third Party Event Sponsorship
Print:
• TheIBMLogoshouldbeplacedwithdescriptivetext identifyingtheroleofIBM.Examplesofthesedescriptors are,“Sponsoredby,”“Presentedby,”“PlatinumSponsor,”etc.
• TheIBMLogoshouldonlybeusedinthecontentareaof print communication, and never in the masthead.
• TheIBMlogoshouldneverbeusedasa“signature”or branding of any event communication.
Marketingmaterials:ad,mailer,etc.
Sponsored by:
SERVICEWORLD
Special KeynoteHands-on seminars500 exhibitor
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent
condimentum pharetra feugiat. Maecenas eleifend mauris eu libero
porta at egestas turpis adipiscing. Suspendisse semper laoreet enim,
non convallis eros feugiat vel. Morbi urna augue, aliquet eu aliquet nec,
pellentesque vel ipsum. Praesent sed sapien auctor mi tempus
molestie vitae eu arcu.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent
condimentum pharetra feugiat. Maecenas eleifend mauris eu libero
porta at egestas turpis adipiscing. Suspendisse semper laoreet enim,
non convallis eros feugiat vel. Morbi urna augue, aliquet eu aliquet nec,
pellentesque vel ipsumolestie.
Don’t Miss the Event of the Season
EVENTCO
Establishing Brand Identity at Events
9IBM Logo Usage Guidelines for Third Party Event Sponsorship
Online Assets:
Event Webpage:
• TheIBMLogoisnottoappearinthemastheadornavigationarea to avoid any confusion about the source of the communication. PleasekeeptheIBMlogoplacedinthecontentareaofthesite.
• TheIBMLogoshouldonlybeusedasanactivelinktotheIBM homepage ibm.com.
• Intermsofcontent,ifIBMsponsorsanevent,aspecificoffering orbusinessunitmaybefeaturedonan“AboutIBM”pageand the“GotoIBM”buttonmaylinktoadivisionalhomepage.
Web Buttons:“GotoIBM”Button
• ThisassetishelpfulinconnectingtheEventwebsitetoaspecific IBM website that is consistent with the messaging of the event.
• Beforeusingtheartwork,clientsmustreviewandagreetotheterms of license and guidelines found at ibm.com/ibm/connect.shtml.
• Thereisonlyonesizeandartworkformatforthisbutton.Pleasevisit theURLaboveforanyadditionalguidelinesforusingthisasset.
Website(s)
Sponsored by:Announcing the next
Special Keynote
Hands-on seminars
500 exhibitor
SERVICEWORLD
EVENTCO
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent condimentum pharetra feugiat. Maecenas eleifend mauris eu libero porta at egestas turpis adipiscing. Suspendisse semper laoreet enim, non convallis eros feugiat vel. Morbi urna augue, aliquet eu aliquet nec, pellentesque vel ipsum. Praesent sed sapien auctor mi tempus molestie vitae eu arcu.
Mauris at elit quis eros mattis rutrum quis et sapien. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Pellentesque sed ante sed tellus ullamcorper tempus. Integer ipsum est, condimentum in consectetur quis, mollis non massa. Fusce non porta odio. Nunc tortor lectus, placerat in malesuada quis, aliquet nec erat. Quisque eu neque tempus metus fermentum sollicitudin.
Suspendisse id purus vitae purus mollis consectetur vitae non est. Ut ut erat lacus, sit amet blandit eros. Curabitur turpis ligula, vulputate ullamcorper dictum et, iaculis sit amet neque. Duis quis neque ut eros congue facilisis ac ut dolor. Phasellus libero urna, auctor vitae tristique nec, cursus sit amet risus. Curabitur pretium accumsan lorem.
Lorem ipsum dolor sit amet • Consectetur adipiscing elit • Praesent condimentum • Pharetra feugiat.
www.eventco.com/ServiceWorld
Establishing Brand Identity at Events
10IBM Logo Usage Guidelines for Third Party Event Sponsorship
SERVICEWORLD
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent
condimentum pharetra feugiat. Maecenas eleifend mauris eu libero
porta at egestas turpis adipiscing.
Suspendisse semper laoreet enim, non convallis eros feugiat vel.
Morbi urna augue, aliquet eu aliquet nec, pellentesque vel ipsum.
Praesent sed sapien auctor mi tempus molestie vitae eu arcu.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent
condimentum pharetra feugiat.
Maecenas eleifend mauris eu libero porta at egestas turpis
adipiscing. Suspendisse semper laoreet enim, non convallis eros
feugiat vel. Morbi urna augue, aliquet eu aliquet nec, pellentesque
vel ipsumolestie.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent
condimentum pharetra feugiat. Maecenas eleifend mauris eu libero
porta at egestas turpis adipiscing. Suspendisse semper laoreet
enim, non convallis eros feugiat vel. Morbi urna augue, aliquet eu
aliquet nec, pellentesque vel ipsum.
DINNER SPONSORED BY IBM:
Schedule
EVENTCO
8:30-9:30
9:30-10:30
10:30-12:00
12:00-2:30
2:30-5:00
6:30-9:00
Event Activity Sponsor
Print:
• Withinprint,theprimaryidentityshouldbetheEventLogowith the IBM logo placed in a less prominent place within the layout.
• TheIBMLogoshouldbeplacedwithinascaledamountofwhite space,distancingthelogofromothertext,graphicsorotherlogos.
• TheIBMlogoshouldalwaysbefeaturedalongsideadescriptor, identifying the contribution or sponsorship level of IBM.
IBM Speaker Print and Electronic:
• TheIBMlogoshouldbeusedonlywithinthecontentarea,never within the masthead or the navigation.
• Placethelogoclosetothespeakerbiographyand/ortopic description, so that it doesn’t appear as if IBM has contributed to other portions of the program.
EventSchedule
IBMSpeaker
IBM Identity Guidance for Sponsorship and Event Contribution
SERVICEWORLDSpeakers
EVENTCO
Photo Here
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent condimentum phare-tra feugiat. Maecenas eleifend mauris eu libero porta at egestas turpis adipiscing. Suspendisse semper laoreet enim, non convallis eros feugiat vel. Morbi urna augue, aliquet eu aliquet nec, pellentesque vel ipsum. Praesent sed sapien auctor mi tempus molestie vitae eu arcu.
Mauris at elit quis eros mattis rutrum quis et sapien. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Pellentesque sed ante sed tellus ullamcorper tempus. Integer ipsum est, condimentum in consectetur quis, mollis non massa. Fusce non porta odio. Nunc tortor lectus, placerat in malesuada quis, aliquet nec erat. Quisque eu neque tempus metus fermentum sollicitudin.
Suspendisse id purus vitae purus mollis consectetur vitae non est. Ut ut erat lacus, sit amet blandit eros. Curabitur turpis ligula, vulputate ullamcorper dictum et, iaculis sit amet neque. Duis quis neque ut eros congue facilisis ac ut dolor. Phasellus libero urna, auctor vitae tristique nec, cursus sit amet risus. Curabitur pretium accumsan lorem.
11IBM Logo Usage Guidelines for Third Party Event Sponsorship
Merchandising:
• WhenusingtheIBMlogoonmerchandiseatevents,keepinmindthat the IBM logo can be used on reusable items only, such as tote bags, folders or reusable water bottles.
• Napkinsandcupsareexamplesofdisposableitemsthatarenot approved for placement of the IBM logo.
• Additionally,itemscarryingtheIBMlogoshouldnotbereproduced aftertheeventunlessspecificallyallowedinyouragreementwithIBM.
• IfyouareconsideringusingtheIBMlogooneventmerchandise,you must use one of our approved manufacturers. Please discuss with your IBM representative or contact [email protected].
• TheIBMlogomaynotbeusedonmerchandisesoldforprofit at or for your event.
IBM Identity Guidance for Sponsorship and Event Contribution
12IBM Logo Usage Guidelines for Third Party Event Sponsorship
Other IBM Trademarks
Legal and Trademark Guidance
Unlessyouarespecificallylicensedtodoso,youmaynotuseanytrademarksotherthantheIBMlogoforyourevents.Seebelowforalistingofguidelinesandexamplestoconsider when IBM is represented at your event:
Legal Guidance:
• Alwaysincludeatrademarkstatementonthepage where the IBM logo is used or in the legal section of the communication:
IBM,theIBMlogoandibm.comaretrademarks of the International Business Machines Corp., registered in many jurisdictions worldwide.
ForadditionalinformationonIBMTrademarks, go to ibm.com/legal/copytrade/shtml.
• TheIBMlogoistheonlymarkthatyouarelicensed touseattheevent,unlessgivenaspecificlicense from IBM.
• WhenyoufirstreferintexttoanIBMproductorservice name,precedethenamewith“IBM”andfollowitwith thepropertrademarksymbol.
• Atrademarkshouldbeusedasanadjectivebefore a noun.
IBMSystemx®TechnologyExchangeOffering
Best Practice
13IBM Logo Usage Guidelines for Third Party Event Sponsorship
Do:
• CapitalizetheinitialletterofeachIBMproductorservicename, unless the name is shown differently on the http://www.ibm.com/legal/us/en/copytrade.shtml site.
• AlwaysincludealegalattributionfortheIBMtrademarksreferenced in your event materials. This should be visible on the same page as the IBM logo or provided in the legal content on the document or site. Do not alter the legal attribution statement.
• “IBM”shouldalwaysappearcapitalizedwhenusedintext.
• Thelegalattributionstatementshouldalwaysbeginwith“IBM,theIBMlogoandibm.com”.OtherIBMtrademarksincluded in your event materials should be listed after ibm.com in alphabetical order in the attribution statement.
Don’t:
• UseIBMtaglineswithoutexpresspermissionfromIBM.
• UsetheIBMtrademarkednameforaproductorservice as a noun or in plural form.
Best Practice
IBM WebSphere®
Three IBM System Z’s
14IBM Logo Usage Guidelines for Third Party Event Sponsorship
Brand Identity Guidance
• TheIBMlogoshouldstandalone,withadequate “clearspace”equaltotheheightofthe“I”in“IBM”.
• Therearepositiveandnegativeartworkfilesprovided, and there is a clear difference between them. There are alsospecialfileformatsforelectronicmedia.
Best Practice
NegativePositive
15IBM Logo Usage Guidelines for Third Party Event Sponsorship
Brand Identity Guidance
• Donotcombinethelogowithanyotherlogo,textorgraphics.
• Donotplacethelogowithinashapeorbackgroundthat consistsoftextures,graphicsorcolorthatmayreducevisibility.
• Usethelogoonlyonceonawebpageorcommunication.
• Neveralterthelogoartworkfilebycreatinganewversion or changing the size, color or proportion.
• TheIBMlogoshouldalwaysbetypeset.Donotusethelogo as part of a sentence, headline or title.
• DonotprovidetheIBMlogotoanyoneotherthanyouragencyor creative department, without the written approval of IBM.
Best Practice
PlatinumSponsor
Come see the storage system and speak to an ibm representative.
16IBM Logo Usage Guidelines for Third Party Event Sponsorship
Color Specifications
• PantoneEquivalent,PMS2718C
• ProcessEquivalent,Cyan75%,Magenta43%,Yellow0%,Black0%
• RGBequivalent:Red90%,Green135%,Blue197%
• Broadcastequivalent:Red22%,Green42%,Blue70%
Best Practices
PMS 2718C CMYK RGB Broadcast
IBM Creative Review
• Beforeprintingorpostingcommunications,youmustsubmitthemtoyourIBMcontactforreview.
• Inmostcases,submissionswillbereviewedandrepliedtowithin24hours�
©CopyrightIBMCorporation2011
IBMCorporateBrandExperienceandStrategicDesign
Route100,POBox100
Somers,NY10589
IBM,theIBMlogoandibm.comaretrademarksofInternationalBusinessMachinesCorporation,registeredinmanyjurisdictions
worldwide.AcurrentlistofIBMtrademarksisavailableontheWebatwww.ibm.com/legal/copytrade.shtml.