CO-BRANDING GUIDELINES - NEOPOS

CO-BRANDING GUIDELINESQ4 2015 - VERSION 1.0CO-BRANDING GUIDELINESQ4 20151

Our brand is our most important and valuable asset.We have invested years of effort creating and shaping positiveexperiences with our partners and customers.We recognize that our brand can be used strategically to helpour partners grow their success as well. We developed theseguidelines to outline recommended co-branding scenarios andto provide detailed guidance on how to best activate thesescenarios in your communications materials.We appreciate your partnership and know that you will sharethe responsibility to maintain the positive experience associatedwith the Fortinet brand.CO-BRANDING GUIDELINESQ4 20152

CONTENTSCO-BRANDING AT FORTINETOverview.4Brand Dominance.5VISUAL IDENTITY ELEMENTSLogo.7Color.9Typography.10Logo Lockup.11EXAMPLESFortinet Dominant.13Partner Dominant.14Fortinet Template Guidance.15Fortinet Partner Program Badges.17CO-BRANDING GUIDELINESQ4 20153

OVERVIEWWHY CO-BRAND?TYPES OF CO-BRANDINGUsing two brands together symbolizes partnership - a commitment toPARTNER MARKETING - Fortinet has an extensive ecosystem of partnersprovide the market a new or enhanced product or service. Each brandthat offer Fortinet products and solutions to their customers. These partnersconstitutes a set of promises that people associate with the company.are responsible for appropriate usage of Fortinet’s name and brand assets.Care must be taken to ensure that we are not misrepresenting the productor service of either brand, causing confusion to the market, or moreALLIANCE MARKETING - A strategic alliance consists of two or moreimportant – the end customer.companies joining together for a set period of time. Such alliances thereforeTo make sure that Fortinet benefits from our partnerships with other brands,it’s important that we clearly and appropriately communication these associations in a manner that is:EFFICIENT - leveraging our mutual resources productivelyand accuratelyCONSISTENT - developing visual cues that help Fortinetcommunicate our relationship to other brandsextend beyond one-time engagements. The companies are usually not indirect competition - but have similar strategic views, or complementary products, services or solutions that are directed toward the same target audience.WHAT TO CO-BRAND?Fortinet has developed templates and guidelines with pre-defined logolocations for items that we frequently co-brand with our partners:Email HeadersFlyersEFFECTIVE - clear and understandable from a customerSolution BriefsAdvertisingperspectiveEvent SignageThe guidelines in this document will help to streamline the development ofco-branded materials while protecting the valuable corporate and productWe also have Fortinet identified items that are NOT suitable for co-branding:White PapersTechnical Documentationbrand assets for all involved.This is not intended to be a comprehensive list of items - just examples forFor questions and/or approval, please contactillustrative purposes.partnermarketing@fortinet.comCO-BRANDING GUIDELINESQ4 20154

BRAND DOMINANCEBrand dominance means one partner will have a clear visual lead inFORTINET DOMINANT - Fortinet dominance is established when Fortinetexecutions, often using their identity/brand system in a dominant manner.most heavily influences the communication experience. This is when Fortinet isBrand dominance is determined during partnership negotiations and is influenced by factors such as financial and/or resource contribution, which partneris granting access to customers and maintaining that relationship, or whichdriving the customer experience or if our resources are most depended upon.Fortinet dominant experiences rely heavily on the Fortinet visual systemfor look and feel.partner will host the experience.PARTNER DOMINANT CO-BRANDING - Partner dominance is establishedExpressing brand dominance is simple and can be achievedwhen the partner brand heavily influences the communication experience.by the following:As a result, the Partner brand is featured more and the design is geared1. Placing the emphasized brand in the most visible and valuable space(e.g. Above the fold on a website, or at lower right on a billboard).2. When partner logos are shown in close proximity to each other in abrand-neutral environment, the dominant brand will be placed on the left.towards their visual system. While the execution will be driven by the partnerbrand’s visual system, it’s critical that we protect and appropriately display theFortinet logo.OTHER PARTNERSHIPS - Not all partnerships have clear brand dominance. If you have any questions regarding how to best represent an unclearco-branding scenario, please contact: G GUIDELINESQ4 20155

VISUAL IDENTITY ELEMENTSCO-BRANDING GUIDELINESQ4 20156

THE FORTINET LOGOThe Fortinet logo consists of a graphic symbol,the “grid” icon, combined with a typographicletter form of the word “Fortinet” that togethercreate a single, unified trademark image.LOGO ELEMENTSLetterformsThe primary logo version is black and red asshown to the right. In addition, we have developed alternate versions of our logo to cover alluse case scenarios. Please follow the providedguidance in order to select the most appropriatelogo for your usage scenario.In all usage situations, please select the logo version that offers the most visual contrast againstthe background color and/or image. This ensuresproper readability of our logo.RegisteredTrademarkGrid IconCLEAR SPACEMINIMUM SIZEXXXX.75”XALTERNATE VERSIONSWhite and red versionWhite versionWhite over photoBlack versionWhite versionBlack over photoCO-BRANDING GUIDELINESQ4 20157

THE FORTINET LOGO MISUSEPlease exercise care when using our logo. Do notLOGO MISUSE EXAMPLESmodify, change or otherwise alter any of the logoelements (color, typeface, proportions, etc.) We haveprepared several inappropriate uses on this page asexamples of what NOT to do.To obtain the official Fortinet logo artwork files, pleasecontact: partnermarketing@fortinet.comCO-BRANDING GUIDELINESQ4 20158

COLOR PALETTEOur core colors consist of Fortinet Red, black andCORE COLORSwhite. We also developed an accept color palette thatis comprised of colors with similar visual intensity asour Fortinet Red to create a color system that workstogether as a family.FORTINETREDA tint and shade palette (based on the accent colors)the integrity of the accent color palette.PMS 485C8 M97 Y100 K1R220 G41 B30Lab 50/69/55#dc291eAll color values were converted in Photoshop CCACCENT COLORShas been provided. These values have been providedto allow more color usage flexibility while maintainingBLACKWHITE2015, Pantone Solid Coated.PMS 376C55 M3 Y100 K0R129 G188 B0Lab 70/-37/-73#81bc00PMS 647C91 M63 Y20 K3R35 G96 B147Lab 39/-6/-34#236093PMS 7665C71 M91 Y27 K13R97 G55 B111Lab 30/27/-25#61376fPMS 137C0 M42 Y100 K0R225 G164 B0Lab 76/31/82#ffa400PMS 432C79 M64 Y52 K43R50 G62 B72Lab 25/-3/-8#323e48PMS 416C51 M42 Y52 K10R126 G127 Bi16Lab 53/-2/6#7e7f74TINTS & SHADESTINTS 75% whiteTINTS 50% whiteAVOIDTINTINGPMS 485SHADES 50% blackSHADES 75% blackCO-BRANDING GUIDELINESQ4 20159

TYPOGRAPHYA systematic approach to typography will create aclear and consistent visual hierarchy, and will communicate a sense of clarity, order and structure.Our primary typeface is Helvetica Neue LT Pro, andexamples of the various weights used are shown to thePRIMARY TYPEFACE - Use whenever possibleHelvetica Neue LT Proright. We offer a few alternate fonts for use in specialcircumstances. The general rule is to use our primarytypeface wherever and whenever possible.HELVETICA NEUE LT PRO 35 uvwxyz1234567890!@# % &*()ItalicHELVETICA NEUE LT PRO 45 tuvwxyz1234567890!@# % &*()CondensedItalic versions of our typeface may be used to support specificmessaging emphasis, but should not be used in large quantities of text.Condensed versions of our typeface may be used in instanceswhere space is limited, ex, charts, diagrams, etc.SECONDARY TYPEFACEHELVETICA NEUE LT PRO 55 tuvwxyz1234567890!@# % &*()Use in HTML, PowerPoint, or wherever use of a standard OStypeface is required.ArialHELVETICA NEUE LT PRO 65 stuvwxyz1234567890!@# % &*()ARIAL rstuvwxyz1234567890!@# % &*()HELVETICA NEUE LT PRO 75 uvwxyz1234567890!@# % &*()ARIAL uvwxyz1234567890!@# % &*()CO-BRANDING GUIDELINESQ4 201510

LOGO LOCKUPMany cobranding instances will require the Fortinet logo to be placed side byCLEAR SPACE REQUIREMENTS - LOGO LOCKUPside with a partner logo (locked up). The guidelines on this page outline theproper way to construct a lockup with the Fortinet logo.XEach logo should be sized to be optically equal in size. The left position of theXlockup indicates brand dominance in brand neutral environments.XALLIANCE MARKETING - A strategic alliance consists of two or morecompanies joining together for a set period of time. Such alliances thereforePARTNERLOGOXFORTINET-LED ALLIANCEextend beyond one-time engagements. The companies are usually not indirect competition - but have similar strategic views, or complementary prod-PARTNERLOGOucts, services or solutions that are directed toward the same target audience.Using a logo lockup is recommended for co-branding an alliance in a thirdparty (or brand neutral) communications. Please follow the guidance showhere when developing a cobranded logo lockup for alliance marketing.PARTNER-LED ALLIANCEPARTNERLOGOCO-BRANDING GUIDELINESQ4 201511

EXAMPLESCO-BRANDING GUIDELINESQ4 201512

FORTINET DOMINANTFortinet dominance is established when Fortinet most heavily influences theFortinetheadlineherecommunication experience. This is when Fortinet is driving the customerexperience or if our resources are most depended upon. Fortinet dominantexperiences rely heavily on the Fortinet visual system for look and feel.These examples demonstrate conceptually how Fortinet dominant co-brandedPartnerheadlineherecommunications should appear in common marketing vehicles.Note that the Fortinet visual identity takes the lead, and the partner logo isFortinet visual style is usedfor look and feel. Fortinet visualstyle is used for look and feel.Fortinet visual style is usedfor look and feel. Fortinet visualstyle is used for look and feel.placed in a visually subordinate position.PARTNERLOGOPARTNERLOGODESIGN REQUIREMENTS1. Wherever possible, Fortinet visual identity system is used.(See Fortinet Visual Style Guide).2. The Fortinet logo and partner logo are optically equal in size.3. Use the Fortinet logo in full color on a white background when available.If this is not possible, use the Fortinet reverse, all black or all white logo.Fortinet headline hereFortinet visual style is used for look andfeel. Fortinet visual style is used for lookand feel. Fortinet visual style is used forlook and feel.PARTNERLOGOCO-BRANDING GUIDELINESQ4 201513