VMware Branding Guideline 09Q4

VMware Partner
Brand Guidelines
V.1.1 / Updated December 2009
Guidelines
VMware Partner Brand Guidelines
Table of Contents
Section A: Messaging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Section B: Tone and Voice. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Tone/Voice. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
The VMware Tone and Voice. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Section C: Corporate Logo. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Freedom from Constraints. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Corporate Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Logo Colors & Backgrounds. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Logo Clear Space. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Logo Sizing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Use of Registration Mark Symbol. . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Incorrect Logo Uses. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Section D: Co-brand and Program Logos. . . . . . . . . . . . . . . . . . . . . . 25
Co-branded Logos. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Building Co-branded Logos. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Building Co-branded Logos with Divider . . . . . . . . . . . . . . . . . . . . 28
Section E: Partner System and Logos . . . . . . . . . . . . . . . . . . . . . . . . . 29
Partner Logos Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Partner Badge and Competency Examples . . . . . . . . . . . . . . . . . . 31
Partner Program Logos Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . 32
Logo Colors & Backgrounds. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
Logo Clear Space. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
Logo Sizing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
Incorrect Logo Uses. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
Section F: VMware Brand Names and Trademarks . . . . . . . . . . . . . . 37
List of VMware Brand Names. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
List of VMware Trademarks. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
Section G: Brand Resources & Contacts . . . . . . . . . . . . . . . . . . . . . . . 45
Brand Resources & Contacts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
P A R T NE R B R A N D G U I D ELINES / 2
Messaging
S e ct i o n a U pdat e d N o v e m b e r 2 0 0 9
Company information
To dramatically simplify the

Co mpany Mission
complexity of IT.
VMware is the global leader in

Business Infrastructure Virtualization,
Co mpany Position
the technology catalyst enabling more
flexible and efficient IT environments.
VMware enables organizations to

energize their businesses through IT,
while saving energy. VMware achieves
this through the delivery of proven
solutions for Business Infrastructure
Virtualization based on the company’s
industry-leading virtualization
platform—VMware vSphere.
With VMware Business Infrastructure

Virtualization solutions, Iorganizations
can:
• Optimize financial energy by

reducing capital and datacenter
costs to get more done with less.
Key Value Pro position
VMware virtualization can reduce
capital costs by as much as 60
percent.
• Shift human energy from servicing
hardware to driving the business.
VMware virtualization reduces time
spent on routine administrative tasks
by about a third.
• Save the Earth’s energy by using less
power, cooling and real estate, and
using it more wisely. VMware
virtualization reduces power, cooling
and real estate needs in the
datacenter, cutting energy costs by
up to 80 percent.
Company Description(s)
25 words VMware, the global leader in Business
Infrastructure Virtualization, delivers
proven virtualization solutions from
the desktop through the datacenter
and to the cloud.
100 words VMware, the global leader in Business

Infrastructure Virtualization, delivers
proven virtualization solutions—from
the desktop through the datacenter
and to the cloud—that energize
business, while saving energy. IT
organizations in companies of all
sizes rely on VMware and its industry-
leading platform, VMware vSphere™,
to achieve a more efficient, controlled
and flexible IT environment. With
2008 revenues of $1.9 billion and
more than 150,000 customers and
22,000 partners, VMware delivers
the world’s most trusted solutions for
virtualization, a strategic initiative that
consistently ranks as a top priority
among CIOs. VMware is online at
www.vmware.com.
Business Challenges
Over the past few decades, IT infrastructures have become increasingly complex
and brittle. This is due to the inherent nature of IT—the constant addition of new
applications, built on incompatible architectures, across a disparate collection of
hardware and infrastructure. The result is a tight coupling of applications to physical
hardware, with brittle connectivity between systems, making it extremely difficult to
support changing business needs. In essence, business opportunities are stuck in IT
backlogs, and IT is stuck maintaining a burdensome infrastructure.
Added to this level of complexity and rigidity was the proliferation of both servers in
the datacenter, and end user devices. This explosion of IT assets has led to significant
inefficiencies in resource utilization and a more difficult environment to manage and
control. Today, most IT organizations are forced to spend 70 percent or more of their
resources on maintenance, leaving a small fraction available for more value-add,
strategic projects.
VMware is committed to addressing the root of the problem—complex, brittle and
siloed infrastructure. By leveraging virtualization technology, VMware decouples critical
business applications and information from underlying physical hardware. VMware
delivers the industry’s most complete Business Infrastructure Virtualization solutions.
Differentiators
VMware is the most trusted • VMware has more than 150,000

virtualization provider in customers, including 100 percent of
the world. the Fortune 100 and 100 percent of
the Global 100
• According to Gartner, 89 percent of
all virtualized applications in the
world run on VMware (December
2008)
• VMware is redefining the industry
with its fourth-generation platform,
VMware vSphere
VMware offers the most • VMware vSphere is the common

complete, common platform foundation for all of VMware’s
for Business Infrastructure award-winning solutions, from the
Virtualization. desktop through the datacenter and
reaching to public clouds
• VMware vSphere, with its intrinsic
value-added services, including high-
availability, fault tolerance and
disaster recovery, is the most
comprehensive foundation to enable
Business Infrastructure Virtualization
• VMware enables hybrid cloud
strategies, by bridging private cloud
and public cloud infrastructures with
a common platform, application
container, and management model
VMware has the broadest, • With more than 22,000 partners,

most innovative ecosystem VMware works in close collaboration
for virtualization in the world. with other industry leaders to further
virtualization
• Together, VMware and its partners
offer the broadest solutions to
organizations leveraging Business
Infrastructure Virtualization
VMware’s customers have • VMware customers have experienced

experienced proven results. energy savings:
– Financial: 50-60 percent CAPEX
savings
– Human: Average of 33 percent+
cumulative time savings for day-
to-day admin activities
– Up to 80 percent in energy
savings, leveraging consolidation
and Distributed Power
Management (DPM)
VMware Solutions
VMware delivers the world’s most trusted solutions for Business Infrastructure
Virtualization on its industry-leading virtualization platform, VMware vSphere.
Businesses of all sizes gain significant improvements in IT efficiency, control and
flexibility when deploying VMware Business Infrastructure Virtualization solutions,
including:
• Datacenter Solutions
• Desktop Solutions
• Cloud Services
• Application Development and Test Solutions
Datacenter Solutions
Enabling a more dynamic, agile service model, at lower costs.
Innovation and time to market are critical to business success, yet existing, rigid IT
infrastructures challenge business agility. VMware datacenter solutions drive business
agility, while reducing capital and operating expenses. By simplifying IT infrastructure
and creating a more dynamic datacenter, VMware enables businesses to achieve energy
savings, faster application and IT service delivery, full IT process automation and higher
levels of business continuity. VMware datacenter solutions enable IT to transform the
datacenter into a private cloud, and meet critical business needs, including server
consolidation, IT management and business continuity/disaster recovery.
Use Cases:
• Server Consolidation
With VMware datacenter solutions, IT organizations enjoy the highest consolidation
ratio and lowest cost of infrastructure per application in the industry. IT can eliminate
excess server capacity and reduce capital costs by up to 60 percent.
• Virtualization Management
With VMware datacenter solutions, IT staff can automate mundane tasks, lowering
operating costs by a third, while helping IT to manage service-level agreements
(SLAs) rather than components. Through a combination of partner and VMware
virtualization management solutions, IT organizations can be confident they are
dramatically simplifying complex operations and achieving optimal efficiency.
• Business Continuity / Disaster Recovery

With VMware datacenter solutions, IT organizations can ensure high-availability
at low costs without significant hardware and software investments. The solution
also enables IT organizations to recover quickly and efficiently from outages and
improve, and even guarantee, application level service-level agreements (SLAs).
Desktop Solutions
Delivering the desktop as a managed service
In today’s global economy, workforces are highly distributed, and workers use an
ever growing variety of end point computing devices. Managing desktops securely
has become complex and expensive. By freeing IT resources from time-consuming
and inefficient desktop management, organizations can reallocate IT staff onto more
strategic projects, creating greater business efficiency. VMware View desktop solutions
are the only tightly integrated end-to-end solutions purpose-built for delivering
desktops as a managed service. They enable IT to quickly respond to changing business
needs, simplify and automate desktop management and provisioning, reduce costs by
50 percent and increase data security without sacrificing end user experience, flexibility
or productivity. IT staff deploying VMware View desktop solutions on VMware vSphere
can simplify and automate desktop workflows, reduce operational costs and increase
control, while providing end users with a flexible and rich total desktop experience
regardless of device, network or use case.
Use Cases:
• Win7 Migration
With VMware View desktop solutions, IT can quickly migrate applications and
desktops to Win7 and easily provision and simplify management of thousands of
Win7 desktops.
• Remote and Branch Offices
With VMware View desktop solutions, IT organizations can accelerate desktop
provisioning time by 50-70 percent, reducing the long-term cost of supporting
workers in branch offices, call centers or other locations, while maintaining
complete control over corporate information assets.
• Secure Mobile Computing
With VMware View desktop solutions, IT organizations can provide telecommuters,
sales professionals in the field and other end users outside of the corporate firewall
with anytime, anywhere access to their own complete, personalized desktop environ-
ment, while minimizing the risk of data security breaches.
• Auditing and Compliance
With VMware View desktop solutions, IT staff can effectively track and monitor
who is using what application, when and easily meet regulatory compliance
requirements.
Cloud Services
Creating a bridge between the private and public cloud
The promise of cloud computing enables companies of all sizes to scale quickly to
respond to the needs of their business and get out of the business of just maintaining
the infrastructure. VMware and its Cloud Services partners deliver on this promise by
offering new technologies and services that give customers application compatibility,
enterprise-readiness and choice in type of service and location to enable seamless
interoperability and mobility between private and public clouds.
VMware offers the only fully compatible, unified platform, VMware vSphere, that
seamlessly integrates both private and public clouds to deliver applications securely
where and when needed.
Use Cases:
• On-demand Scalability and Capacity
• Off-site Disaster Recovery
Application Development and Test Solutions

Optimizing development to deployment
The ability to quickly provision and administer complex testing and development
environments is critical to go-to-market business success, yet IT delays, caused by
days and weeks configuring servers and systems, can make rapid deployment nearly
impossible. VMware application development and test solutions dramatically speed time
to market and improve software quality. By supporting an accelerated development
and deployment process with the highest scalability and performance in the industry,
VMware transforms the IT infrastructure, enabling engineers using its application
development and test solutions on VMware vSphere to access self-service provisioning
and release management capabilities, eliminating the administrative burden on IT.
VMware application development and test solutions are proven to meet critical business
needs, including virtual lab automation.
Use Cases:
• Virtual Lab Automation
With VMware development & testing solutions, IT organizations can achieve sig-
nificant cost savings and operational benefits by sharing resources across develop-
ment and test teams.
• Production and deployment of modern software applications and appliances
VMware Product Line Descriptions

VMware’s virtualization technologies bring efficiency, control and flexibility to IT
environments, enabling customers to focus energy and budget on innovation and
business value. This proven, award winning set of integrated products ensures
customers can achieve the greatest return on their existing infrastructure while creating
a clear, pragmatic path to emerging cloud computing environments.
VMware vSphere
The industry’s most widely deployed virtualization platform delivers the only foundation
to transform datacenters into dynamic, simplified infrastructures for private, public
and hybrid cloud environments. The most comprehensive set of unique capabilities for
availability, security, resource optimization, and business continuity have established
VMware vSphere as the platform of choice for customers of any size.
VMware vCenter
A complete set of capabilities to centrally manage and automate all recurrent IT
management processes in the virtualized datacenter resulting in dramatic OPEX
savings. The VMware vCenter family of products enables service-level assurance and
proactive management of virtualized environments through provisioning, performance,
capacity planning and disaster recovery automation.
VMware View
The industry’s only purpose-built desktop virtualization solution, VMware View
leverages the proven VMware vSphere virtualization platform, innovative display
capabilities and a broad ecosystem of partners to set new cost, quality and scale
standards for the desktop. VMware View enables mainstream adoption of desktops
offered as a managed service at half the TCO of traditional desktop approaches, while
paving the way for desktops to be delivered via emerging cloud environments.
P A R T NE R B R A N D G U I D ELINES / 1 0
Tone and Voice
S e ct i o n b U pdat e d N o v e m b e r 2 0 0 9
Tone/Voice
A vocabulary and style of expressing the spirit of the brand through

words and images.
Communicating the VMware Brand

A strong brand is a clear, direct and consistent expression of a company’s unique
positioning and personality. And the written word is an integral component of that
expression. The words we use when we communicate to our many audiences —
customers, partners, investors, influencers, employees and prospects — can directly and
indirectly affect how they view and interact with us.
As communicators for VMware, our goal is to convey the distinctive VMware brand
and our personality through all our marketing communications and programs. How
you say something is just as important as what you say. Brand equals reputation. By
communicating our messages clearly and in a consistent tone and voice, we help
enhance the VMware brand and the company’s value in both the marketplace and in the
community.
The tone and voice of VMware is a combination of what we say and how we say it. The
tone and voice is the personality of VMware. It is a combination and a balance between
the four core brand attributes: Bold versus Simple and Innovative versus Trusted. These
attributes act as balancing forces to assist in accurately aligning the voice and tone to
the communication vehicles.
The emphasis of the various brand attributes will vary depending on the type of
communication vehicle. For example, when writing a technical whitepaper, we should
emphasize the Simple and Trusted attributes. A direct marketing campaign, on the
other hand, would exhibit the Bold and Innovative voice attributes.
The VMware Tone and Voice
A vocabulary and style of expressing the spirit of the brand through

words and images.
Bold
VMware challenges the status quo, with the confidence of an industry leader. We drive
the virtualization industry through our vision and proven track record, delivering quality
solutions that customers of all sizes are implementing.
We embrace the passion and energy around what VMware has created with
virtualization and the impact our technologies are having on businesses.
The VMware voice is changing from understated and conservative to bold. We want to
be heard above the noise in a cluttered market. We want to stand out as the leader and
amplify our message without shouting or being overly aggressive.
We are able to make bold claims and back them up with confidence, emphasizing the
company’s proven track record.
• Bold is:
Enthusiastic
Energetic
Distinct
Strong
Thought provoking
Confident
Passionate
• Bold is not:
Controversial
Loud or Shouting
Obnoxious
Fanatical
Aggressive
Simple
As a company, we provide answers to problems by breaking them down to their
simplest forms. Managing complexity in this way provides a formula for success. The
essence of the VMware brand is tied to simplicity and clarity.
We write and speak in a clear and concise manner and do not overcomplicate our
communications. We need keep our customer’s concerns top of mind and present the
value proposition in what we say.
We are the one clear voice in a cluttered category. We are the voice that communicates
a clear definition of virtualization, our vision and the journey a customer can take to
reap the benefits our solutions offer.
It’s important that we communicate in a simple yet passionate and energetic manner,
and not appear dull and understated.
Always consider the audience and communicate at the appropriate level of technical
knowledge to avoid complexity and confusion. It’s imperative to use clear, compelling
words and sentences that are to the point and avoid using technical jargon.
• Simple is:
Specific
Clear and concise
Fundamental
Straight-forward
Uncomplicated
Compelling
• SIMPLE is not:
Elementary or condescending
Patronizing
Understated
Dull
Innovative
VMware became the market leader by constantly challenging itself to advance the
industry, the technology and applications of virtualization. This cultural embodiment of
innovation permeates every aspect of the business, as the company aspires to be the
best in everything it does. We have an unwavering commitment to innovation.
The ethos of VMware is founded on challenging the status quo and solving problems that
have yet to be identified. VMware introduced virtualization as a game-changing technology
that has had positive impacts on our users and the companies in which they work.
VMware extends its expertise beyond technical advances to business innovation —
taking the extra step of recognizing why the technology is important to the customer,
and how it can be used to adapt to and take advantage of a constantly changing
marketplace.
Our voice is unique and should be heard and understood as distinctly from VMware. Our
audiences need to hear a unique message and refreshing style that is different from
what they hear from the competition. We are not predictable or boring.
Focus attention on how VMware enables innovation and helps customers solve
important real-world problems. Communicate ours and our customers’ aspirations and
inspire creative action.
• Innovative is:
Groundbreaking
Novel
Inventive
Original
Pioneering
Driving thought leadership
Confident
• Innovative is not:
Offensive
Bleeding edge
Arrogant
Too detailed or “deep”
Distant
Predictable
Trusted
VMware values straightforward, honest relationships with its customers, partners and
employees. It is bold in its vision, but forthright about its current offerings. VMware has
proven value and endears loyalty.
When you behave in an ethical manner, there’s no need to hide anything from the
outside world. VMware is honest and straight-forward about its products’ capabilities,
and runs its own company to the highest ethical standards.
Establish and maintain trust and credibility by substantiating marketing claims
with verifiable facts. Leverage third-party validation from customers, partners and
industry analysts wherever possible. Avoid hyperbole (“hype”), exaggerations and
overstatements, as well as overused statements (“ilities”).
• TRUSTED is:
Believable
Credible
Dependable
Forthright
Proven (data points)
• TRUSTED is not:
Conservative
Understated
Exaggerated
Hype
Jargon-based
Corporate Logo
S e ct i o n c U pdat e d N o v e m b e r 2 0 0 9
Freedom from Constraints
With the introduction of the new wordmark, the VMware symbol will be retired. The
products and services that VMware offers are designed to free businesses and people
from traditional IT constraints, however the old logo was limited by the interlocking
shapes that comprise the symbol.
The core ideas behind our brand.

• Freedom to better leverage your resources OLD SYMBOL
(human or hardware).
• Freedom to assign your IT staff to more
strategic projects rather than maintenance
and dealing with the “plumbing.”
• Freedom to drive the business needs at a
faster pace.
• Freedom to deliver adaptable and reliable IT
services.
• Freedom to resource, manage, and automate
IT services across all your servers, storage
and networks through the VDC-OS (No
vendor lock-in).
• Freedom to rapidly and transparently
provision computing power and resources —
Internally or from the Cloud.
• A better way to run your applications for
higher availability and performance.
• The opportunity to transform the way IT
functions to drive the business as a
competitive advantage.
Corporate Logo
Our corporate logo is the most visible expression of our brand. Once introduced, this
wordmark becomes the constant that represents VMware in every communication. The
VMware logo has been updated to reflect the company position of freeing businesses
from traditional IT constraints through an unbounded visual representation. The new
logo is available for download at http://www.vmware.com/partnercentral.
Corporate Logo
The corporate logo should be treated as one Corporate Logo
unit and should never be divided. The VMware
logo should be considered a picture, not a
word. The logo must not be redrawn or
modified in any way and should include the
registration mark in all instances.
Logo Colors & Backgrounds
For consistency, our logo may only be applied in a limited number of colors and
techniques. To preserve legibility, the gray logo should only be placed on a white or
off-white background. When placed over a photograph, the background should never
appear overly textured, as this will also reduce legibility of the logo.
Logo Usage: Color

Whenever possible, the full color logo should PMS COOL GRAY 11 Black reverse
be used. When it is not possible to use the
gray logo, the one color reverse or positive
logos may be used. In addition, the logo may
be produced as a blind emboss/deboss, or as a
white or clear foil stamp.
Logo Usage: On Backgrounds

When positioning the logo on a colored
background, the value of the background
determines how the logo is used. When
positioned on a colored background, the logo
should appear in solid black or reversed out to
white.
Use Positive Logo Use reverse Logo
Positive Logo for 40% black or less reverse Logo for 41% black or greater
Color Palette
Pantone® Pantone® Pantone®

Cool Gray 11 White Hexachrome Black
C0:M2:Y0:K68 C0:M0:Y0:K0 C0:M0:Y0:K100
R113:G112:B116 R255:G255:B255 R0:G0:B0
#717074 #ffffff #000000
40% or less 41% or greater
Logo Clear Space
There must always be sufficient space surrounding the logo to avoid competition from
other visual elements and maintain its visual impact.
Logo Clear Space

The area of isolation represents the minimum Corporate Logo clear space
clear space that must be provided at all times.
This area is determined by the x-height of the
“v” in the VMware logo and is proportional x x
regardless of logo size.
x
Logo Placement
The correct placement of the VMware logo
x
depends on the type of brand component.
Logo Sizing
The standard and minimum logo sizes described below help to ensure that the VMware
mark reproduces with optimal legibility.
Standard Size
The standard logo size has a width of 1.14 Standard Size: 1.14 inch width (29mm)
inches (29 mm).
Minimum Size
To ensure that the logo is sharp and recognizable,
it must be reproduced with a minimum width
1.14” (29mm, 82.2px)
of .75-inches (19.05mm). The ® symbol must
always be included in all logo applications
(please see Use of Registration Mark section
for details).
Minimum Size: .75 inch width (19mm)
.75” (19.05mm, 54px)
Use of Registration Mark Symbol
Using the optimal size of the ® designation is important. When the ® is too large, it can
compete with the logo and when it is too small, it appears as a speck or mistake and
does not properly establish our company’s legal designation.
Standard Size
The ® should be used with the vector .eps Standard Size: 1.14 inch width (29mm)
VMware logo at the recommended standard
size and all instances under 2-inches wide.
Logo sizes between the minimum .75-inches .75” (19.05mm, 54px)
(19.05mm, 54px) and 1.99-inches (50.55mm,
143.28px) wide use the same proportion ®
symbol. Simply scale the vector .eps format
logo to whatever size is required.
Larger sizes 1.14” (29mm, 82.2px)

Logo sizes between 2-inches (50.8mm, 144px)
and up to 6 ft (1828.8mm) wide use the same
proportion ® symbol. The ® should be scaled to
match the radius curve in the stem of the
lowercase “r.” The ® aligns flush left with the
right edge of the lowercase “e.” 1.75”
Extreme cases
Logo sizes applied larger than 6ft. wide need
to be approved by VMware.
Large Size: 1.75” inch width (29mm) or larger
2”
Incorrect Logo Uses
Inconsistent use of our logo detracts from our brand equity and recognition. Altering
or recreating our logo in any way negates the consistency we strive to achieve. The
examples below illustrate some incorrect uses of our logo.
1 Incorrect Color Split 1 2
Do not separate the “VM” from the “ware” in

the corporate logo.
2 Incorrect Background
Do not position the logo on or near other
elements, shapes textures or patterns and
avoid backgrounds that are busy or cluttered.
3 4
3 Incorrect Placement
Do not skew or rotate the logo. The logo may
only be positioned on a 0° horizontal axis.
4 Incorrect Contrast
Do not apply the logo to a background
where lack of contrast diminishes legibility.
5 6
5 Incorrect Color
Do not reproduce the logo in an unapproved
color.
6 Incorrect Color
Do not reproduce the logo as a screen or tint
of VMware Gray.
7 8
Do not place the logo over a gradation of
any kind.
vmware
8 Incorrect Font
Do not redraw or use another font to create
the VMware logo.
Co-brand and
Program Logos
S e ct i o n d U pdat e d N o v e m b e r 2 0 0 9
Co-branded Logos
The Co-branded logos are used to communicate another company’s business

relationship with VMware. All graphic identity guidleines apply. When utilized in
marketing and communications materials, the graphic identities of each organization
must be disctinct from each other.
co-branded Logos lead position (horizontal)
Co-branded Logos
Certain layouts require a co-branding with
VMware Partners. Here is how to handle
multiple logos.
Make all of the logos visually equal in size.
co-branded Logos alternate position (horizontal)
Align the VMware logo horizontally or
vertically with other company logos
Make sure that there is sufficient clear space
and equal distance between the logos
Whenever possible, put the VMware logo in
the lead position
co-branded Logos lead position (Vertical)
co-branded Logos alternate position (Vertical)
Building Co-branded Logos
Co-branded Logos
Certain layouts require a co-branding with co-branded Logo Build (horizontal)

multiple logos.
2X
and equal distance between the logos X

the lead position
co-branded Logo Build (vertical)
1.5 X
Building Co-branded Logos

with Divider
Co-branded Logos
Certain layouts require a co-branding with co-branded Logo Build (horizontal)

X X
multiple logos.
Horizontally aligned logos are aligned along
the baseline X
Vertically aligned logos are center aligned

and equal distance between the logos
the lead position
co-branded Logo Build (vertical)

Color Standards
It is preferred that this logo combination
appear in either black or reversed white on
either a white or black background. X
.75 X
.75 X
Partner System and Logos
S e ct i o n e U pdat e d N o v e m b e r 2 0 0 9
Partner Logos Overview
The Partner Logos may be used to communicate a business relationship with VMware,
and is often displayed in conjunction with a company logo. However, the logos
provided should not be modified or customized in any way to ensure a consistent brand
experience across our entire network of partners.
Partner Logos
Logos should be treated as one unit and never Certification Logos
be divided or broken up
Treat the logo as a picture, not a word, and
never insert it in copy
The logo must not be redrawn, recolored or
otherwise modified and should always include
the registration mark
Adhere to clear space rules when positioning
the graphic on a page with other content or Partner badge and competency logos
other logos
Badge Badge with competency
Logos are available for download at
http://www.vmware.com/partnercentral
Program Logos
One-line Title two-line Title
Partner Badge and Competency

Examples
Below are some examples of the Partner Badges and Competency Logos we currently
are using.
Partner BADGE and competency logos
Badges Badge with single competency
Partner Badge and Competency Logos

The VMware Partner Level and Competency
logo(s) should be treated as one unit and
should never be divided. The VMware Partner
Level and Competency logo(s) should be
considered a picture, not a word. The logo
must not be redrawn or modified in any way
and should include the registration mark in all
Badge with multiple competency
instances.
The Partner Level and Competency logo(s) are
build in three ways: the badge, one solution
competency and multiple solution
competency. Please refer to the samples
provided on the right.
The solution competency logos may
be used by VMware approved partners upon
attainment of a Solution Competency, in
conjunction with the VMware Partner logo. If
more than one competency is attained, the
partner has the option to display multiple
solution competency logos directly under the
VMware Partner logo. These logos are
available for download at http://www.vmware.
com/partnercentral (under the “content” tab).
Partner Program Logos Overview
The VMware Ready program logos are available to Technology Alliance Partners that
deliver products and solutions that have passed VMware certification standards outlined
in the VMware Ready Program Guide. They should be used as an adjunct to enhance
and reinforce the VMware brand across a broad spectrum of qualified technology
products and services. The new logo is available for download at http://www.vmware.
com/partnercentral.
Program Logos
Specialized Programs
Logos should be treated as one unit and never
be divided or broken up
Badge
Treat the logo as a picture, not a word, and
never insert it in copy
The logo must not be redrawn, recolored or
otherwise modified and should always include
the registration mark
Adhere to clear space rules when positioning
the graphic on a page with other content or
other logos
Logo Colors & Backgrounds
For consistency, our logo may only be applied in a limited number of colors and
techniques. To preserve legibility, the gray logo should only be placed on a white or
off-white background. When placed over a photograph, the background should never
appear overly textured, as this will also reduce legibility of the logo.
Logo Usage: Color

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

When positioning the logo on a colored
background, the value of the background Reverse
determines how the logo is used. When
positioned on a colored background, the logo
should appear in solid black or reversed out to
white.
Color Palette
Use Positive Logo Use reverse Logo

Pantone® Pantone® Pantone® Positive Logo for 40% black or less reverse Logo for 41% black or greater
Cool Gray 11 White Hexachrome Black
C0:M2:Y0:K68 C0:M0:Y0:K0 C0:M0:Y0:K100
R113:G112:B116 R255:G255:B255 R0:G0:B0
#717074 #ffffff #000000
40% or less 41% or greater
Logo Clear Space
There must always be sufficient space surrounding the logo to avoid competition from
other visual elements and maintain its visual impact.
Logo Clear Space

The area of isolation represents the minimum clear space
clear space that must be provided at all times.
This area is determined by the x-height of the
“v” in the VMware logo and is proportional x x
regardless of logo size.
x
Logo Placement x
The correct placement of the VMware logo x
depends on the type of brand component.
x x
Logo Sizing
The standard and minimum logo sizes described below help to ensure that the VMware
mark reproduces with optimal legibility.
Standard Size
The standard logo size has a width of 1.14 Standard Size:
inches (29 mm). 1” inch width (29mm) for Badges
.3” inch height (29mm) for programs and Certifications
Minimum Size
To ensure that the logo is sharp and recognizable,
it must be reproduced with a minimum width
.3” (7.62mm, 22px) 1” (25.4mm, 72px)
of .75-inches (19.05mm). The ® symbol must
always be included in all logo applications
(please see Use of Registration Mark section
for details).
Minimum Size: .75 inch width (19.05mm)
.25” (5.7mm, 18px) .75” (19.05mm, 54px)
Incorrect Logo Uses
Inconsistent use of our logo detracts from our brand equity and recognition. Altering
or recreating our logo in any way negates the consistency we strive to achieve. The
examples below illustrate some incorrect uses of our logo.
1 Incorrect Color Split 1 2
Do not separate the components in the logo

lockups through incorrect color usage.
Do not position the logo on or near other
elements, shapes textures or patterns and
avoid backgrounds that are busy or cluttered.
3 4
3 Incorrect Placement
Do not skew or rotate the logo. The logo may
only be positioned on a 0° horizontal axis.
4 Incorrect Contrast
Do not apply the logo to a background
where lack of contrast diminishes legibility.
5 6
5 Incorrect Color
Do not reproduce the logo in an unapproved
color.
6 Incorrect Color
Do not reproduce the logo as a screen or tint
of VMware Gray.
7 8
Do not place the logo over a gradation of
vmware
any kind.
vmware
8 Incorrect Font
Do not redraw or use another font to create
the VMware logo.
VMware Brand Names
and Trademarks
S e ct i o n F U pdat e d N o v e m b e r 2 0 0 9
List of VMware Brand Names
Table 1, “VMware Brand Names,” provides a complete index of VMware brand names
(products, technologies, features, programs, initiatives, etc.) in alphabetical order.
Use this list to help ensure adherence to established editorial guidelines for spelling,
capitalization and version numbering. For additional usage guidelines, see the following
entries under VMware Style and Usage for Selected Terms and Topics:
• Brand Names
• Trademarks
• Version Numbers
Basic Editorial Guidelines for VMware Brand Names

1. VMware brand names are essential elements of the company’s identity.
2. Treat VMware brand names as proper nouns.
3. Do not use VMware brand names in the possessive case.
4. If using an acronym for a VMware brand name, spell out the full name on first
reference and include the acronym in parens (parentheses).
5. Always include “VMware” when referencing VMware brand names unless otherwise
noted.
NOTE: In general, use acronyms only in tables and figures where space is limited. When referring to entries in this list, note
the following typographical conventions:
• Standalone software products, components, features, and product suite appear in

bold (bold)
• Partnership and certification programs appear in italics (italics)
• Where multiple abbreviations occurs, each abbreviation is delineated by a comma (,)
• Special notes and instructions are indicated in 8pt font by an asterisk (*)
Table 1. VMware Brand Names
BRAND NA ME A BB REVIATION AC RONYM
SpringSource — —
VMware ACE 2 VMware ACE —
VMware Authorized — VAC

Consultant
VMware Authorized — VAD

Distributor
VMware Authorized — VATC

Training Center
VMware Capacity Planner* Capacity Planner —

*sold only as part of professional
services offering
VMware Certified — VCP

Professional
VMware Consolidated — VCB

Backup
VMware Corporate Reseller Corporate Reseller —
VMware Data Recovery — —
VMware Direct Market VMware DMR DMR

Reseller
VMware Distributed Power VMware DPM —

Management
VMware Distributed VMware DRS —

Resource Scheduler
VMware ESX 4 VMware ESX ESX
VMware ESXi 4 VMware ESXi ESXi
VMware Fault Tolerance VMware FT —
VMware Fusion 3 VMware Fusion —
VMware Authorized Global Global System Integrator and GSI&O

System Integrator and Outsourcer
Outsourcer
VMware Go — —
VMware High Availability VMware HA —
VMware OEM Network — —
VMware Partner Central Partner Central —
VMware Partner Network — —
VMware Partner University Partner University —
VMware Player 3 VMware Player —
VMware Private Cloud – VMware Private Cloud —

Dev/Test Edition
VMware Ready — —
VMware Sales Professional — VSP
VMware Server 2 — —
VMware Service Provider — VSPP

Program
VMware Solution Provider — —
VMware Storage Storage —
VMware Studio 2 — —
VMware System Builder System Builder —
VMware Technical Sales — VTSP

Professional
VMware Technology VMware TAP TAP

Alliance Partner
VMware Technology
Provider
VMware ThinApp 4 VMware ThinApp, ThinApp
VMware Tools — —
VMware vApp vApp —
VMware vCenter AppSpeed VMware vCenter AppSpeed, —

AppSpeed
VMware vCenter CapacityIQ VMware vCenter CapacityIQ, —

CapacityIQ
VMware vCenter — —
Chargeback
VMware vCenter ConfigControl —

ConfigControl
VMware vCenter Converter 3 Converter —
VMware vCenter Lab Lab Manager —

Manager 4
VMware vCenter Lifecycle Lifecycle Manager —

Manager
VMware vCenter Orchestrator —

Orchestrator
VMware vCenter Server 4 VMware vCenter Server —

Foundation Foundation
VMware vCenter Server — —

Heartbeat*
*Protects vCenter, not part of
product family
VMware vCenter Server 4 VMware vCenter Server for —

for Essentials Essentials
VMware vCenter Server 4 VMware vCenter Server Standard, —

Standard VMware vCenter Server
VMware vCenter Site Site Recovery Manager —

Recovery Manager
VMware vCenter Update Update Manager —

Manager
VMware vClient vClient —
VMware vCloud vCloud —
VMware View 4 VMware View —
VMware View 4 Composer VMware View Composer, View —

Composer
VMware View 4 Manager VMware View Manager, View —

Manager
VMware Virtual Symmetric VMware Virtual SMP —

Multiprocessing
VMware Virtualization Virtualization Forum 2009, —

Forum 2009 Virtualization Forum
VMware vLockstep vLockstep —
VMware VMDirectPath I/O VMDirectPath I/O —
VMware —
VMware VMsafe — —
VMware vNetwork Distributed Switch —

Distributed Switch
VMware vShield Zones vShield Zones —
VMware vSphere 4 VMware vSphere, vSphere* —

*only abbreviate as “vSphere” if first
introduced in parentheses and
quotation marks as follows:
VMware vSphere™ 4 (“vSphere”)
VMware vSphere 4 vSphere PowerCLI, PowerCLI —

PowerCLI
VMware vSphere 4 vSphere Management Assistant vMA

Management Assistant
VMware vSphere 4 SDK vSphere SDK for Java —

for Java
VMware vSphere 4 SDK vSphere SDK for Perl —

for Perl
VMware vSphere 4 Web vSphere Web services SDK —

Services SDK
VMware vStorage Thin Thin Provisioning —

Provisioning
VMware vStorage Virtual VMware vStorage VMFS VMFS

Machine File System
VMware Workstation 7 VMware Workstation, —

Workstation
Editorial Guidelines for Referencing Version Numbers

in Marketing Content
• Use version numbers for software products only.
• Treat version numbers as part of the official product brand name; always include the
version number on first instance of a software product name.
• Use only integers (whole numbers) and omit the decimal component unless referring
specifically to a point release.
ORIGINAL: VMware ESX 4.0
REWRITE: VMware ESX 4
• Do not apply version numbers to first-generation (“1.0”) products unless the version
number is contextually relevant; for example, in the Downloads and Evaluations area
of the Web site.
For additional information about VMware brand names, and for general questions about
branding standards and policies, contact Randy Burgess in the VMware Corporate
Marketing department.
List of VMware Trademarks
The following names must be accompanied by the appropriate trademark symbol in

document titles and the first occurrence in text:
• ESX®
• ESXi™
• GSX Server®
• SpringSource®
• ThinApp™
• ThinApps®
• Thinstall®
• VMmark™
• VMsafe™
• VMware®
• VMware Fusion®
• VMware Go™
• VMware Ready™
• VMware View™
• VMware vCenter™
• VMware vCloud™
• VMware vSphere™
• VMworld®
For guidance on trademark style and usage, see the Trademarks entry under VMware
Style and Usage for Selected Terms and Topics.
For additional information about VMware trademarks, contact Teresa Healy in the
VMware Legal department.
Brand Resources & Contacts
S e ct i o n g U pdat e d N o v e m b e r 2 0 0 9
Brand Resources & Contacts
Although this guide was designed to anticipate many of the common scenarios
where brand guidance is necessary, it is not an exhaustive resource. The brand team
at VMware welcomes any additional questions or comments by sending an email to
brand@VMware.com.
Partner Central Website: vmware.com/partnercentral

Additional brand resources, including logos, templates and FAQs can be found on the
Partner Central website.
Partner Central website
VMware, Inc. 3401 Hillview Avenue Palo Alto CA 94304 USA Tel 877-486-9273 Fax 650-427-5001 www.vmware.com
Copyright © 2009 VMware, Inc. All rights reserved. This product is protected by U.S. and international copyright and intellectual property laws. VMware products are covered by one or more patents listed at
http://www.vmware.com/go/patents. VMware is a registered trademark or trademark of VMware, Inc. in the United States and/or other jurisdictions. All other marks and names mentioned herein may be
trademarks of their respective companies. Item No: VMW_09Q4_PARTNER_BRAND_GUIDE_USLET_EN_R6

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VMware Partner

To dramatically simplify the

VMware is the global leader in

VMware enables organizations to

With VMware Business Infrastructure

• Optimize financial energy by

100 words VMware, the global leader in Business

VMware is the most trusted • VMware has more than 150,000

VMware offers the most • VMware vSphere is the common

VMware has the broadest, • With more than 22,000 partners,

VMware’s customers have • VMware customers have experienced

• Business Continuity / Disaster Recovery

Application Development and Test Solutions

VMware Product Line Descriptions

A vocabulary and style of expressing the spirit of the brand through

Communicating the VMware Brand

The VMware Tone and Voice

A vocabulary and style of expressing the spirit of the brand through

Freedom from Constraints

The core ideas behind our brand.

Logo Colors & Backgrounds

Logo Usage: Color

Logo Usage: On Backgrounds

Pantone® Pantone® Pantone®

Logo Clear Space

Logo Clear Space

Minimum Size: .75 inch width (19mm)

.75” (19.05mm, 54px)

Use of Registration Mark Symbol

Larger sizes 1.14” (29mm, 82.2px)

Large Size: 1.75” inch width (29mm) or larger

Incorrect Logo Uses

1 Incorrect Color Split 1 2

Do not separate the “VM” from the “ware” in

The Co-branded logos are used to communicate another company’s business

co-branded Logos lead position (horizontal)

co-branded Logos lead position (Vertical)

co-branded Logos alternate position (Vertical)

Building Co-branded Logos

VMware Partners. Here is how to handle

Whenever possible, put the VMware logo in

co-branded Logo Build (vertical)

Building Co-branded Logos

VMware Partners. Here is how to handle

Vertically aligned logos are center aligned

co-branded Logo Build (vertical)

Partner Logos Overview

One-line Title two-line Title

Partner Badge and Competency

Partner BADGE and competency logos

Badges Badge with single competency

Partner Badge and Competency Logos

Partner Program Logos Overview

Logo Colors & Backgrounds

Logo Usage: Color

Logo Usage: On Backgrounds

Use Positive Logo Use reverse Logo

40% or less 41% or greater

Logo Clear Space

Logo Clear Space

Minimum Size: .75 inch width (19.05mm)

.25” (5.7mm, 18px) .75” (19.05mm, 54px)

Incorrect Logo Uses

1 Incorrect Color Split 1 2