NEW VMware Corporate Branding Guidelines Q409 PDF

VMware Corporate
Brand Guidelines
V.2.0 / Updated November 2009
Guidelines
VMware Corporate Brand Guidelines
Table of Contents
Section A: Brand Brief. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

How To Use This Brand Brief. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Context. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Landscape. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Who We Are . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Audiences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Blueprint for Building a Brand. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Brand Essence. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Brand Promise. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Brand Attributes. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Proposed VMware Structure. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Section B: Messaging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Section C: Tone and Voice. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Tone/Voice. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
The VMware Tone and Voice. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Section D: Corporate Logo. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Freedom from Constraints. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
Why Change? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
Corporate Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
Logo Colors & Backgrounds. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
Logo Clear Space. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
Logo Sizing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
Use of Registration Mark Symbol. . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
Incorrect Logo Uses. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
Section E: Co-brand and Program Logos . . . . . . . . . . . . . . . . . . . . . . 39
Co-branded Logos. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Building Co-branded Logos. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
Building Co-branded Logos with Divider . . . . . . . . . . . . . . . . . . . . 42
External and Internal Program Logos . . . . . . . . . . . . . . . . . . . . . . . 43
C O R P O R A T E B R A N D G U IDELI N ES / 2
Section F: Brand Design Elements. . . . . . . . . . . . . . . . . . . . . . . . . . . . 44

Brand Design Elements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
Color Palette. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
Using the Color Palette. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
Introduction to VMware Brand Elements . . . . . . . . . . . . . . . . . . . . 48
Primary Art Usage: Cool Peelback. . . . . . . . . . . . . . . . . . . . . . . . . . 50
Primary Art Usage: Pattern . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51
Primary Art Usage: Asymmetrical . . . . . . . . . . . . . . . . . . . . . . . . . . 52
Primary Art Usage: Color. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53
Primary Art Usage: Groups . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54
Section G: Typography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55
Introduction to Typography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56
Typography: Primary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57
Typography: Secondary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58
Typography: Alternate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59
Typography: Hierarchy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60
Section H: Brand Assets. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61
Brand Assets. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62
Stationery System . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63
Stationery Templates. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66
Presentation Templates. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67
Packaging Templates. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68
Print Materials: Peelback. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69
Print Materials: Asymmetrical . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70
Print Materials: Partner. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71
Advertising: Online. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72
Email Headers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73
Events: General. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74
Events: Webinars. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75
Events: Thematic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76
Events: VMUG, VCC, & Executive. . . . . . . . . . . . . . . . . . . . . . . . . . . . 77

Offers and Announcements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78
Campaigns. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79
Product Launches . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80
Surveys. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81
PSO and Educational Services. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82
Partners . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83
Email Headers: IT. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84
Email Headers: Newsletters. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 85
Electronic Assets: Video. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86
Ephemera. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87
Logo Use Exceptions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 88
Section I: Partner System and Logos. . . . . . . . . . . . . . . . . . . . . . . . . . 89
Partner Logos. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90
Partner Program Logos. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91
Primary Art Usage: Partner Asymmetrical. . . . . . . . . . . . . . . . . . . 92
Print Materials: Partner. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93
Section J: Photography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 94
Photography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95
Section K: Brand Resources & Contacts . . . . . . . . . . . . . . . . . . . . . . . 96
Brand Resources & Contacts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97
Brand Brief
S e ct i on A U p d at e d O C T O B E R 2 0 0 9
How To Use This Brand Brief
This document works as the central platform for defining the VMware®
brand, and as the starting point for the brand’s messaging, identity,
and other customer-facing expressions of the company. It aims
to provide a consistent framework for developing a wide range of
tactical marketing materials that flow from the same source, even if
their specific executions vary.
Please keep in mind that the content in this document is not intended to serve as
marketing copy. This is an internal document only and not to be shared outside the
company and its marketing agencies.
Context
The business case for evolving the brand.

Historically, VMware has been the only major player in the virtualization market
segment. We pioneered the virtualization category and have been extremely successful
in driving virtualization to date. However, other software companies (most notably
Microsoft, Citrix, Oracle, and IBM) have seen the opportunities that lie in virtualization
software and are looking to encroach on our territory.
Microsoft, in particular poses a real threat, and it’s time for VMware to clearly define and
differentiate itself with a clear and unique point of view on virtualization. Additionally,
virtualization is a broad category with a multitude of definitions, which makes it easy for
a number of software companies to clutter the market by claiming that they offer the
“real deal”.
VMware is trying to pull off what very few brands have accomplished: Simultaneously
being both the premium brand and the leader in market share in a maturing category
(although there is still tremendous growth potential among first-time adopters).
Other examples include FedEx, Hertz, Netflix, and Apple’s iPod brand. In this context,
“premium” doesn’t necessarily mean ”most expensive,” but rather “most advanced.”
However, the most successful of these brands also manage to command a price
premium while maintaining a dominant market share.
Landscape
A description of the environment within which the company and

brand operate.
The adoption of virtualization has happened so quickly that there are still a number of
perceptions about how virtualization is being used in the datacenter.
As a result, many organizations find it difficult to differentiate between competitive
virtualization offerings. This confusion benefits large, competitive, broad-based
technology brands such as Microsoft, IBM and Oracle, since they already have extensive
customer relationships with the IT and senior business management executives
at enterprise-level companies. Those brands can and are claiming that they offer
virtualization too, even if their products represent only the most basic, rudimentary
benefits of server consolidation.
VMware must appeal to advanced IT professionals who understand the value of our
complete approach to virtualization, as well as to virtualization neophytes who tend
to value lack of risk and the status quo as much or even more than the truly powerful
capabilities of the technology.
In short, VMware must maintain its technical edge perception while communicating
that even less risk is involved if companies chose VMware over the brands they already
know well.
Who We Are
What makes us unique?

• In 1998, VMware was founded on one word: Possibility.
• It defines who we are, what we do, and how we do it.
• It inspires us to turn things upside down – to look at things differently.
• It also means we welcome the impossible.
• We do not accept the status quo.
• We don’t take “no” for an answer.
• We are inherently fanatical problem solvers.
• We believe that problems are solved by questioning everything.
• We are not people that just solve today’s problems, but the people who solve and
think up the new problems of tomorrow.
• We break problems down to their simplest form and answer them from there.
• We embrace challenges.
• We push boundaries.
• We built a campus that defies convention.
• We are led by individuals who embrace change.
• VMware fundamentally challenges all constraints – which literally opens the door to
endless possibilities.
• It’s also why now, more than ever is the time for VMware.
• At VMware, possibility is everything.
• VMware – Embrace possibility.
Audiences
The brand’s targeted audience segments and their unique concerns.

As virtualization has grown into a mainstream technology for everything from
enterprise datacenters to consumer desktops, the range of target audiences for
the VMware brand has grown with it. Our rapid growth was initially fostered by an
extremely enthusiastic group of “early adopters” who had the expertise to understand
immediately the revolutionary significance of what we have to offer. That core audience
consisted, and does, comprise primarily of middle- and upper-level IT professionals in
large Fortune 1,000 corporate datacenters.
Enterprise
As the market for virtualization has grown past the early-adopter stage, additional
audiences need to understand why VMware is the right choice for their needs, too.
These audiences include:
• C-level IT Managers for large companies
• C-level Business Managers at the same companies e.g. CFOs and CEOs
• Technology and business executives in small and midsize businesses
• Financial and business analysts
The Agents of Change

In addition, “agents of change” are particularly important as a target audience. These
are the companies who generate attention around their product choices and influence
the opinions of others. They include:
• Students
• Developers
• Content creators
• Innovators in enterprise computing
This audience will be more aggressive in taking advantage of the extensive capabilities
delivered through VMware virtualization solutions, and are less likely to be satisfied with
a “good enough” competitive offering.
Appealing to this audience will help position VMware as the choice of the most
demanding and lucrative businesses poised for rapid growth, and will, in turn, influence
the priorities and decisions of the more mainstream enterprise-related audiences
described above.
C O R P O R A T E B R A N D G U IDELI N ES / 1 0
Blueprint for Building a Brand
Essence Intangible
What you want to be. Not for external
communication; should not be attainable Essence
immediately.
Promise
Promise
What you can deliver to the customer TODAY.
Can be changed as often as capabilities
Strategy/Tactics
expand.
What you say
Attributes and Identity Elements Attributes
The look and feel of how you present yourself
to customers.
Identity Elements
What you actually do to deliver on the
expectations you set
products/service/financial performance
employee/organization behavior
Execution
What you do
marketing communications/environments
affiliations/audience opinions
Tangible
Brand Essence
The core idea behind a brand.

“Freedom From Constraints”
• Freedom from the complexity of IT.
• Freedom from the constant maintenance and management of infrastructure.
• Freedom from hardware, operating system, storage and network components.
• Freedom to rapidly and transparently provision business services — internally
or in the cloud.
• Freedom to focus on the business and not the plumbing.
• Freedom to choose.
Brand Promise
A compelling, authentic statement that describes what customers

can expect from every single encounter, uniquely differentiated
from competitors.
Core Brand Promise (for all audiences)

VMware delivers the technology that unlocks the true potential of IT infrastructure
and applications — and the people who run them — so they are more efficient and
responsive to business needs.
With VMware…
• You can shift from performing maintenance and monitoring to driving competitive
advantage by supporting the business with a faster approach.
• You can more easily deliver and adapt reliable IT services.
• You rapidly and transparently provision computing power and resources internally and
from the cloud.
• Applications run with higher availability and performance.
• You’re not locked into a specific operating system or any type of x86 hardware.
• You don’t have to decide between legacy or new apps or private versus external cloud.
• You’re free from the constraints that have held you back...and that could hold you back
in the future.
VMware as a company…
• Unlocks your IT resources potential (both staff, infrastructure and applications), and
your business’s potential.
• Welcomes the impossible and embraces challenges, and continually strives to push
boundaries.
Brand Attributes
Provocative words that capture the essence of the brand and bring
the brand to life.
Bold
VMware challenges the status quo with the confidence of an industry leader. The
company has a proven track record of addressing major challenges with confidence and
skill.
Simple
Simplicity is what makes advanced technology applicable to broad markets. VMware
has taken this approach with its products, and will follow with its marketing practices,
thereby extending the reach of its solutions.
Trusted
VMware values straightforward, honest relationships with its customers, partners and
employees. We are bold in our vision, but forthright about current offerings. VMware
has proven value and inspires loyalty.
Innovative
VMware became the market leader by constantly challenging its employees to advance
virtualization technology and applications. This cultural embodiment of innovation
permeates every aspect of the business, as we aspire to be the best in everything we do.
Proposed VMware Structure
Essence
“Freedom From Constraints”
Essence
Promise
From the desktop to the datacenter to the
cloud, VMware technology transforms IT
resources, applications and infrastructure to be Promise
faster, more efficient, and more responsive to
business needs.
Attributes Attributes
Bold, Simple, Trusted, Innovative
Identity Elements
products/service/financial performance
employee/organization behavior
marketing communications/environments
affiliations/audience opinions
Messaging
S e ct i on B U p d at e d O C T O B E R 2 0 0 9
Company information
To dramatically simplify the

Co mpa ny Missi on
complexity of IT.
VMware is the global leader in

Business Infrastructure Virtualization,
Co mpa ny Positi on
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.
K ey 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.
Tone and Voice
S e ct i on C U p d at e d O C T O 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 on D U p d at e d O C T O 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.
Why Change?
The new VMware logo establishes our voice as an industry authority and market- and
thought-leader; we speak in a measured tone because we do not need to shout. We are
not flashy or trendy. The wordmark is simple and approachable. The use of the color
gray is bold and confident and provides a consistent voice that a maturing industry
leader can use for years to come.
Reasons for change

• Updates the brand to more accurately BEFORE
reflect the current values, ambitions and
characteristics of the company.
• Evolves the mark and the brand to securely
position VMware as a confident provider of
a technologically advanced yet clear and
reliable solution in the world of virtualization.
• Presents VMware as a premium brand
and the market share leader in a maturing
industry.
• Reflects the company position of freeing
businesses from traditional IT constraints
through an unbounded visual representation.
• Mitigates readability issues.
AFTER
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 https://www.vmware-onebrand.com/ or
https://vmshare.vmware.com/marketing/corporate/branding/default.aspx.
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, except when
the logo is smaller than the minimum size, as it
will be rendered illegible.
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. Any logo that is smaller
than .75” will not need the symbol, as it will be too small and obscure to function.
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.
Logo sizes smaller than the minimum
.75-inches (19.05mm, 54px) wide will not need 1.14” (29mm, 82.2px)
the ® symbol.
Larger sizes
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 1.75”
match the radius curve in the stem of the
lowercase “r.” The ® aligns flush left with the
right edge of the lowercase “e.”
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
7 Incorrect Background
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 on E U p d at e d O C T O 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
External and Internal Program Logos
Program Logos
External Programs
The Program logos should be treated as one
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.
Internal Programs
Brand Design Elements
S e ct i on F U p d at e d O C T O B E R 2 0 0 9
Brand Design Elements
One of the many elements that has made VMware successful is

consistency in how our brand is applied. The pages that follow
cover appropriate use and selection of color and artwork for any
design project, both internal and external. By following these
simple guidelines, you can ensure that the materials you produce
fit with the corporate design system and are representative of the
VMware brand.
Color Palette
Consistent color usage ensures maximum brand recognition. The corporate color,
VMware Gray, is the foundation of the brand and should always be used properly to
reinforce brand equity.
Corporate Color
pantone pantone pantone

Cool Gray 11 White Hexachrome Black
Corporate Color
C0:M2:Y0:K68 C0:M0:Y0:K0 C0:M0:Y0:K100
Corporate Color: VMware Gray Pantone Cool
R113:G112:B116 R255:G255:B255 R0:G0:B0
Gray 11. #717074 #ffffff #000000
Extended Palette
pantone C0:M2:Y6:K7 pantone C0:M1:Y0:K43
Colors are divided between cool and warm 7527 R237:G231:B222 Cool Gray 8 R161:G160:B164
hues with primary and secondary accent #ede7de #a1a0a4
colors.
The primary palette should be used as a first
line solution when making color decisions.
The secondary palette should be used only to EXTENDED PALETTE
help highlight, define a hierarchy or add depth
to content as necessary. Primary pantone pantone pantone pantone
7470 7461 7519 195
Web Colors
Colors in both the corporate and extended C80:M15:Y0:K45 C78:M28:Y0:K0 C50:M60:Y100:K48 C0:M100:Y760:K55
palettes are provided in RGB and hexadecimal R0:G105:B144 R0:G149:211 R87:G67:B25 R130:G0:B36
#006990 #0095d3 #574319 #880024
values for web channels.
Color Usage pantone pantone pantone

369 390 144
Please see page 47 for information on specific
color usage.
C59:M0:Y100:K7 C22:M0:Y100:K8 C0:M48:Y100:K0
R109:G179:B63 R194:G205:B35 R248:G152:B29
#6db33f #c2cd23 #f8981d
Secondary pantone pantone pantone pantone

654 7458 180 130
C100:M67:Y0:K38 C40:M0:Y5:K6 C0:M79:Y100:K11 C0:M30:Y100:K0

R0:G61:B121 R137:G203:B223 R217:G84:B30 R253:G184:B219
#003d79 #89cbdf #d9541e #fdb813
pantone
364
C65:M0:Y100:K42
R56:G124:B44
#387c2c
Using the Color Palette
As a part of the revised VMware Brand, we’ve introduced a new corporate color palette,
comprised of a range of hues that have been organized into a primary and secondary
palette structure to create the optimal level of contrast. Each level is then further
divided into cool and warm palettes.
When to Use Cool or Warm Colors

The cool palette should be used to:
• Communicate and carry the corporate voice.
• Discuss subject matter that includes products or core VMware services.
• Introduce projects that have a strong corporate presence or relationship .
The warm palette should be used for:
• Ancillary messaging that is outside of corporate communications.
• Subject matter that includes or is about customers, partners or solutions.
• Any topics or themes that require a warmer voice.
Color Usage in Campaigns and Advertising

The goals of campaigns and ads will often influence or drive the color choices made
for those marketing pieces. The same suggested guidelines above on cool and warm
palette usage apply here.
If the campaign or ad is focused on core VMware ideas, including products or other
corporate themes, the cool palette is a more appropriate choice.
If the campaign or ad is highlighting a customer story, or meant to engage or influence or
is focused on energy and the human connection, use of the warm palette is appropriate.
Mixing Color Palettes

To successfully launch the updated VMware brand and avoid confusion, we recommend
not mix in the cool and warm palettes, as there is ample diversity in each of the palettes
to accomplish any desired color pairing.
Introduction to VMware
Brand Elements
The VMware Brand Elements art has been developed as a flexible system, with the
usage rules for the three art types: peelback, pattern and asymmetrical.
First, the peelback art represents a macro view of the customer’s virtualized IT
infrastructure. The pattern is a complex, yet perfectly organized ecosystem including
colors and shapes, symbolizing the impact VMware technology has in our customer’s IT
environments.
The introduction of VMware to the environment brings order, stability and a sense
of management to an otherwise complex, uncertain and unstable infrastructure. The
top layer of the art obscures much of the underlying complexity, just as VMware
virtualization and management software solves these challenges.The peelback art is
a part of the core corporate identity and is used for outward-facing communications,
such as product collateral, that needs to carry the brand voice.
Second, the pattern art is also a part of the corporate identity; however, its application
is limited and is currently applied to packaging or photography.
The third type of art, is the asymmetrical art. Just as many technological problems
can be analyzed and solved from many perspectives, the asymmetrical art provides an
opportunity to look at the customer infrastructure in a different way. Relying on the
common language of bold colors and a geometric pattern, the asymmetrical art is more
open and boundless, representing the infinite possibilities that VMware virtualization
soft ware brings to its customers. The asymmetrical art is used for crossover messaging,
as well as when VMware is communicating about customers, partners or solutions.
Peelback, Pattern and Asymmetrical Art

The VMware art has been developed as a flexible system, with the usage rules for the
three art types (peelback, pattern and asymmetrical) being defined by the application.
The peelback art is a part of the core corporate identity and is used for outward-facing
communications, such as product collateral, that needs to carry the brand voice.
The pattern art is also a part of the corporate identity; however, its application is limited
and is currently applied to packaging or photography.
The asymmetrical art is used for cross-over messaging, as well as when VMware is
communicating to or about customers, partners or solutions. The only exception is the
corporate PowerPoint template, which utilizes this artwork.
Artwork
Artwork is available for download at PEELBACK ART PATTERN ART
www.vmware-onebrand.com.
See pages 49-51 for more specific information
on how to use the art and pages 46, 47 & 52
for information on color usage.
Peelback Art
Can be presented in cool or warm palettes.
Used in corporate and product collateral.
Used in the corporate business system.
Used on the corporate website.
Pattern Art
ASYMMETRICAL ART
Used on product packaging.
Used as a watermark or watercolor over
imagery for the Web or photography.
Asymmetrical Art
Used in the corporate PowerPoint template.
Used in ancillary collateral documents.
imagery for the Web or photography.
Primary Art Usage: Cool Peelback
The cool peelback art is a part of the core corporate identity and is used for outward-
facing communications, such as product collateral, that need to carry the brand voice.
Primary Artwork: PEELBACK
USES:
Business Papers
Collateral
Artwork Web
Artwork is available for download at

The primary brand art used in collateral,
exhibition, business and visual applications is
built using CMYK. These CMYK images may
not be shifted or changed in any way and
should be used in a consistent manner.
See Brand Components section for more
detailed examples.
See pages 46, 47 & 52 for information on color EXAMPLES IN LAYOUT
usage.
Peelback Art
Used in corporate and product collateral.
Used in the corporate business system.
Do
When using the peelback art, always use art in
the top right hand corner. Scale visually
according to size of piece.
Don’t
Do not attempt to change, flip or alter the art
in any way.
Do not lighten or darken the art. Do not
substitute in any other colors into the pattern.
Do not place logoin peelback art.
Primary Art Usage: Pattern
The pattern art is also a part of the corporate identity, however its application is limited
and is currently applied to packaging or photography.
Primary Artwork: PATTERN
USES:
Web
Packaging
Artwork
http://www.vmware-onebrand.com
detailed examples.
3x3 SQUARES BLEED 3 SIDES
See pages 46, 47 & 52 for information on color
usage.
Pattern Art
Used on product packaging in cool palette
only.
imagery for the Web.
Do
Bleed pattern on at least three sides of layout.
Use pattern in its entirety or crop down on the
right angles.
FULL BLEED
Scale pattern up and down.
Don’t
Do not substitute in any other colors into the
pattern unless approved by VMware Corporate
Brand Team.
Do not use the pattern in an application
smaller than 3x3 squares.
Primary Art Usage: Asymmetrical
communicating to or about customers, partners or solutions. The only exception is the
corporate PowerPoint template, which utilizes this artwork.
PRIMARY ARTWORK: ASYMMETRICAL
USES:
Collateral
Powerpoint
Artwork Web

detailed examples.
CROPPED IN A BAND USED WITH A WHITE BORDER
usage.
Asymmetrical Art
Used in the corporate PowerPoint template.
Used in ancillary collateral documents.
imagery for the Web.
Do
Flip or crop art depending on layout needs. CROPPED WITH FULL BLEED
Bleed or float in layout with white border.
Don’t
Significantly change the shape, color or
structure of the components of the art.
Primary Art Usage: Color
The recommended combinations of art and color are provided for your use below. See
the Brand Assets section for more examples on how art and color can be applied to a
range of VMware assets. It should not be used with the peelback art.
See the Brand Components section for more examples on how art and color can be
applied to a range of VMware assets, and pages 34-36 for detailed usage guidelines.
Corporate or Product Focused Message Customer, Solution or Partner Focused Message
COOL PEELBACK ART COOL PEELBACK ART
COOL Pattern ART WARM Pattern ART
COOL ASYMMETRICAL ART WARM ASYMMETRICAL ART
Primary Art Usage: Groups
Education Services, Professional Services and Partner Enablement materials will be uing
the asymmetrical design in monochromatic color schemes. Below are examples of the
color schemes.
Note: If your partner document is going to be seen by a customer/prospect, please use
the corporate artwork. The partner system is for partner viewing only.
ASYMMETRICAL ART
Artwork
Education Services
detailed examples.
usage.
Asymmetrical Art
Education Service materials are in the cool
Professional Services
palette only.
Professional Service materials are in the cool
palette only.
Partner materials are in warm palette only.
Used only in Partner Enablement collateral
documents.
imagery for the web.
Do
Flip or crop art depending on layout needs.
Bleed or float in layout with white border. Partner Enablement
Don’t
Significantly change the shape, color or
Don’t use Partner Enablement if the material is
a customer/prospect facing document.
Typography
S e ct i on G U p d at e d O C T O B E R 2 0 0 9
Introduction to Typography
In selecting a new corporate typeface for our communication, we’ve

made a choice that best represents the evolution of VMware, while
still maintaining and respecting the equity present in the prior VAG
Rounded typeface. That evolution lead us to the Gotham family of fonts.
Influenced by architectural signage of the 1920’s, Gotham is bold and

confident, yet still approachable and familiar. As a sans serif typeface,
its generous x-height affords it a high legibility when used for outdoor
signage and small printed applications alike. Gotham Narrow, which
we’ve selected for body text, is practical for many of the text-heavy
print materials for VMware due to its short ascenders and decenders.
The Gotham family selected for VMware is comprised of three widths,

each with a full compliment of weights to accomodate any range of
needs. Our recommendation on weights are on the pages that follow.
The sections that follow cover the primary, secondary and alternate typography
standards that have been established for VMware.
Primary and secondary typography usage requires a license for the typeface being used,
and information on purchasing those fonts can be found in the pages that follow.
Any digital applications or content, such as PowerPoint, email and html-based text must
use the established alternate typography standard.
The Gotham typeface has been licensed for super users only, those people creating
content documents.
Typography: Primary
Gotham Rounded is the sans serif type family used for headlines and Gotham Narrow
is the sans serif type family for subhead or body text. These modern typefaces will
present professionally designed and typeset corporate print collateral, advertising and
promotional materials, and bring a personality to our brand that is fresh, yet feels familiar.
Gotham Rounded
Gotham Rounded is available in two styles: GOTHAM ROUNDED Characters GOTHAM NARROW Characters
rounded narrow
Book and Medium.
Gotham Narrow
Gotham Narrow is available in four styles:
Light, Book, Book Italic and Medium.
These typefaces can be ordered by following
the link at http://www.typography.com. sample alphabet sample alphabet
ABCDEFGHIJK ABCDEFGHIJK
LMNOPQRSTU LMNOPQRSTU
VWXYZ VWXYZ
abcdefghijklmn abcdefghijklmn
opqrstuvwxyz opqrstuvwxyz
0123456789 0123456789
Approved Weights Approved Weights
Gotham Rounded Book Gotham Narrow Light

Gotham Rounded Medium Gotham Narrow Book
Gotham Narrow Book Italic
Gotham Narrow Medium
Typography: Secondary
Gotham is the sans serif type family used for captions. This modern typeface will
present professionally designed and typeset corporate print collateral, advertising and
promotional materials, and bring a personality to our brand that is fresh, yet feels familiar.
Gotham (HTF)
Gotham is available in four styles: Light, Book, GOTHAM Characters
regular
Medium and Bold.
These typefaces can be ordered by following
the link at http://www.typography.com.
sample alphabet
ABCDEFGHIJK
LMNOPQRSTU
VWXYZ
abcdefghijklmn
opqrstuvwxyz
0123456789
Approved Weights
Gotham Light
Gotham Book
Gotham Medium
Gotham Bold
Typography: Alternate
For non-typeset applications such as presentations, websites and email, VMware has
identified a system font equivalent to our corporate fonts. Arial is the sans serif type
family to be used in place of Gotham.
Arial
Arial is available in four styles: Regular, Italic, ARIAL Characters
online
Bold and Bold Italic. These typefaces come
standard with any computer and do not
require a license.
sample alphabet
ABCDEFGHIJK
LMNOPQRSTU
VWXYZ
abcdefghijklmn
opqrstuvwxyz
0123456789
Approved Weights
Arial Regular
Arial Italic
Arial Bold
Arial Bold Italic
Typography: Hierarchy
Gotham Rounded is the sans serif font that should be used for headlines in our
typography hierarchy. Gotham Narrow is the sans serif font that should be used for
subheading text or body copy, as shown below.
Downloadable Templates
InDesign templates with the type hierarchy
established in pre-set style sheets are available
to download at www.vmware-onebrand.com.
Please reference the Brand Components
section for more details.
TITLE
Level 1 - Gotham Rounded
Medium VMware VMotion
Level 2 - Gotham Rounded Book Live Migration for Virtual Machines Without
Service Interruption
Level 1 - Gotham Narrow Medium

Key Features
Level 2 - Gotham Narrow Medium Performance monitoring
Virtualization-based distributed services equip the
datacenter with unprecedented levels of responsiveness,
serviceability, and efficiency. VMware® vCenter Server
delivers centralized management.
Level 3 - Gotham Narrow Medium • System monitoring
Level 4 - Gotham Narrow Book Italic – Dynamic allocation
BODY COPY Level 5 - Gotham Narrow Light Virtualization-based distributed services equip the
Level 3 - Gotham Narrow Medium • Virtual machine management
Level 5 - Gotham Narrow Light Virtualization-based distributed services equip the
Brand Assets
S e ct i on H U p d at e d O C T O B E R 2 0 0 9
Brand Assets
The VMware brand is communicated through a variety of audience

assets (e.g., business papers and collateral), and this section outlines
how to best apply our branding standards across the most common
assets to maintain a consistent branding system.
While reading this section, please reference prior sections for information on logo sizing,
placement, color and other design elements.
Stationery System
Our business stationery communicates and reflects our corporate brand. To ensure
consistent quality, all printed stationery materials are produced by a single corporate
supplier and should not be printed by any other vendor. Ordering information is
available on www.vmware-onebrand.com.
Personalized Stationery System

For VMware employees, business cards may Business Card FRONT
be ordered with your contact information. U.S. Standard (3.5” x 2”)
Anyone who needs info on both sides can
print on both sides, not just for international
employees.
International has two languages
Printing on two sides
Do
Don’t
Business Card BACK

U.S. Standard (3.5” x 2”)
Shown at 80%
Letterhead
LETTERHEAD AND BUSINESS CARD - HEADQUARTERS
Standard Size (8.5” x 11”)
VMware, Inc.
3401 Hillview Avenue 650 / 427-5000 tel www.vmware.com
Palo Alto, CA 94304 650 / 427-5001 fax
Envelope #10
Steve Tolleson
Tolleson Design
ENVELOPE (4.125” x 9.5”)
220 Jackson #310
San Francisco, CA 94122
September 2, 2009
Hi Steve,
Nobis genitus regula torqueo minim ea erat. Lobortis, augue mauris magna delenit duis roto delenit modo
esca voco, loquor, iriure.
Tation eu, sudo, nulla vel ne, refero mara typicus. Odio vel tincidunt sino modo refoveo
VMware, Inc.quis feugait refero
3401 Hillview
pneum mos sino humo. Delenit pecus augue blandit letalis gemino vero, ullamcorper Avenue
delenit vulputate vel
Palo Alto, CA 94304
praesent. Nisl nulla duis multo veniam enim augue dolor ille commoveo imputo illum, consequat, lobortis Steve Tolleson
consequat. Quae nibh magna lucidus, vel praemitto conventio vero tation premo ullamcorper mauris macto. Tolleson Design
Non-Personalized Stationery System Autem natu feugiat feugait turpis vero gemino immitto in pagus persto, ratis. 220 Jackson #310
Et ibidem validus camur mos ex incassum lenis, tego, proprius paratus, lobortis genitus ullamcorper ibidem.
Examples of non-personalized stationery, such

Commoveo et, causa autem duis erat nulla, adipiscing scisco caecus typicus epulae autem, transverbero,
ibidem. Nisl, feugiat vindico ulciscor demoveo praemitto feugait. Refero causa si validus iriure causa et
tristique. Defui feugait vel quod conventio ex neo caecus, iaceo tincidunt facilisis abdo quod iriure. Et paratus
as letterhead, mailing labels and envelopes are in ea persto ut vindico, ea metuo duis si utrum indoles, jus in.
Acsi ille odio nimis imputo macto odio tincidunt vel suscipit vindico. Melior adsum persto sit singularis exerci
provided for your reference. tum meus illum. Abigo delenit virtus nostrud feugait quidne. Acsi nutus nimis vindico rusticus abluo ea
consectetuer fere epulae damnum nostrud tincidunt singularis. Autem in hendrerit valetudo minim laoreet
velit bis in hendrerit dolor nobis tincidunt laoreet. Antehabeo appellatio, nutus torqueo, elit velit facilisis nutus
ad, saepius quidne voco luptatum. Vereor minim augue, jus elit rusticus ymo te occuro. Modo, eu molior
Shown at 30%
These pieces should never be redesigned or facilisis dolus mauris typicus ille.
Jus diam, iriure vulputate lucidus ea magna quibus esse eum suscipit macto ea. Dolus validus sed obruo
otherwise modified by adding names, titles or rusticus, vel eu aptent in eros consequat. Jus sino, probo luctus te feugiat suscipere inhibeo eum. Verto
exerci secundum, in velit duis venio praesent indoles sagaciter nutus feugait. Turpis eligo, olim, paratus
scisco augue damnum quis iriure tamen suscipere ex comis lucidus nostrud. Brevitas ut turpis, nulla zelus ut
moving the logo. jugis delenit ne in.
Best Regards,
Rick Jackson
Mailing Label
VMware, Inc. Rick Jackson
3401 Hillview Avenue Chief Marketing Officer
(4.25” x 2.5”)
Palo Alto, CA 94304
www.vmware.com
rjackson@vmware.com
650 / 427-4012 tel
650 / 350-7296 cel
650 / 350-7296 fax
MAILING LABEL
No: 1563
2 VMware 09_02_09 ©2009 Tolleson Design

Business Papers
VMware, Inc.
3401 Hillview Avenue
Palo Alto, CA 94304
Steve Tolleson
Tolleson Design
220 Jackson #310
No: 1563

Business Papers
VMware, Inc.
Palo Alto, CA 94304
Steve Tolleson
Tolleson Design
220 Jackson #310
Shown at 30%
No: 1563

Business Papers
Non-Personalized Stationery System

Examples of non-personalized stationery, such Large Envelope
as letterhead, mailing labels and envelopes are (9” x 12”)
provided for your reference.
These pieces should never be redesigned or
otherwise modified by adding names, titles or
moving the logo.
Shown at 30%
Stationery Templates
Microsoft Word Templates

FAX TEMPLATE
Word templates are available for fax, memo Letterhead and memo fax transmittal sheet
U.S. Standard (8.5”x11”) U.S. Standard (8.5”x11”)
LETTERHEAD AND BUSINESS CARD - HEADQUARTERS
and letterhead. These templates may be

downloaded from the Corporate Brand
website and printed on your personal printer.
VMware, Inc. VMware, Inc.
3401 Hillview Avenue 650 / 427-5000 tel www.vmware.com 3401 Hillview Avenue 650 / 427-5000 tel www.vmware.com
Palo Alto, CA 94304 650 / 427-5001 fax Palo Alto, CA 94304 650 / 427-5001 fax
Steve Tolleson To: Steve Tolleson From: Randy Burgess

Tolleson Design
Fax: 415-512-6767 Pages: 3
220 Jackson #310
San Francisco, CA 94122 Phone: 415-626-7796 Date: 7-29-09
Re: Color Palette cc: Gregory Hom
September 2, 2009
Hi Steve,
Letalis luptatum duis, neo facilisi bis qui ulciscor gravis.
Nobis genitus regula torqueo minim ea erat. Lobortis, augue mauris magna delenit duis roto delenit modo
esca voco, loquor, iriure.
Velit, vero dignissim ludus importunus velit in fere tincidunt fere tum ad dolus. Vulpes vero blandit consect-
Tation eu, sudo, nulla vel ne, refero mara typicus. Odio vel tincidunt sino modo refoveo quis feugait refero
etuer premo inhibeo et aptent suscipit nulla. Aliquip mos utrum luptatum praemitto os nimis quis iaceo,
pneum mos sino humo. Delenit pecus augue blandit letalis gemino vero, ullamcorper delenit vulputate vel
praesent. Nisl nulla duis multo veniam enim augue dolor ille commoveo imputo illum, consequat, lobortis consectetuer.
consequat. Quae nibh magna lucidus, vel praemitto conventio vero tation premo ullamcorper mauris macto.
Autem natu feugiat feugait turpis vero gemino immitto in pagus persto, ratis.
Paratus melior melior illum haero paratus ad eu.
Et ibidem validus camur mos ex incassum lenis, tego, proprius paratus, lobortis genitus ullamcorper ibidem.
Commoveo et, causa autem duis erat nulla, adipiscing scisco caecus typicus epulae autem, transverbero,
ibidem. Nisl, feugiat vindico ulciscor demoveo praemitto feugait. Refero causa si validus iriure causa et
tristique. Defui feugait vel quod conventio ex neo caecus, iaceo tincidunt facilisis abdo quod iriure. Et paratus
Randy
in ea persto ut vindico, ea metuo duis si utrum indoles, jus in.
Acsi ille odio nimis imputo macto odio tincidunt vel suscipit vindico. Melior adsum persto sit singularis exerci
tum meus illum. Abigo delenit virtus nostrud feugait quidne. Acsi nutus nimis vindico rusticus abluo ea
consectetuer fere epulae damnum nostrud tincidunt singularis. Autem in hendrerit valetudo minim laoreet
velit bis in hendrerit dolor nobis tincidunt laoreet. Antehabeo appellatio, nutus torqueo, elit velit facilisis nutus
ad, saepius quidne voco luptatum. Vereor minim augue, jus elit rusticus ymo te occuro. Modo, eu molior
facilisis dolus mauris typicus ille.
Jus diam, iriure vulputate lucidus ea magna quibus esse eum suscipit macto ea. Dolus validus sed obruo
rusticus, vel eu aptent in eros consequat. Jus sino, probo luctus te feugiat suscipere inhibeo eum. Verto
exerci secundum, in velit duis venio praesent indoles sagaciter nutus feugait. Turpis eligo, olim, paratus
scisco augue damnum quis iriure tamen suscipere ex comis lucidus nostrud. Brevitas ut turpis, nulla zelus ut
jugis delenit ne in.
Best Regards,
Rick Jackson
MAILING LABEL
Envelopes Envelopes
VMware, Inc. Rick Jackson
3401 Hillview Avenue Chief Marketing Officer
Palo Alto, CA 94304 rjackson@vmware.com
www.vmware.com 650 / 427-4012 tel
U.S. Standard #10 (4.125” x 9.5”) U.S. Standard A6 (4.75” x 6.5”)

650 / 350-7296 cel
650 / 350-7296 fax
ENVELOPE
No: 1563

Business Papers
No: 1563

Business Papers
VMware, Inc.
3401 Hillview Avenue VMware, Inc.
Palo Alto, CA 94304 3401 Hillview Avenue
Steve Tolleson Palo Alto, CA 94304
Tolleson Design Steve Tolleson
220 Jackson #310 Tolleson Design
San Francisco, CA 94122 220 Jackson #310
VMware, Inc.
Palo Alto, CA 94304
Steve Tolleson
Tolleson Design
220 Jackson #310
No: 1563 No: 1563

5 VMware 09_02_09
6 ©2009 Tolleson Design
VMware 09_02_09 ©2009 Tolleson Design
Business Papers
Business Papers
Presentation Templates
Title slide
VMsafe™ Technology & Launch

Nand Mulchandani, Sr. Director, Security Product Management & Marketing
Banjot Chanana, Product Manager, Platform & Partner Security
Templates
Powerpoint and Keynote templates are
available for download from the Corporate
Brand website and are the recommended
formats for internal and external corporate
presentations.
VMware Confidential/Proprietary Copyright © 2009 VMware, Inc. All rights reserved.
CONTENT slide
Dual text blocks (Arial Bold, 22pt).
Subhead (20pt) All body text is Arial.

• Level Two (18pt) Line spacing:
▪ Level Three (16pt) • 1.0 lines.
◦ Level Four (16pt) • 0 before paragraph.
Using the “Decrease/Increase • .4 after paragraph.
Indent” tools to change bullet Line spacing is set in masters.
levels.
02
02
DIVIDER slide
Section Title (Arial Bold, 30pt).
02
03
Packaging Templates
There are two types of packages that VMware uses. The first is for personal products
(VMware Workstation and VMware Fusion®), and the second is for Enterprise solutions
(VMware View™ and VMware vSphere™).
Templates
Digital box shots can be downloaded at VMware Fusion 3 Packaging VMware Workstation 7 Packaging
VMware View 4 Packaging VMware vspere 4 Packaging
Print Materials: Peelback
Print Materials
Corporate brochures and collateral should use Product Brochure
PRODUCT: BROCHURE White PAper
the VMware grid specified in templates to
ensure brand consistency.
Templates can be downloaded at
www.vmware-onebrand.com. VMware VMware ®
vCenter Site Virtualization

Recovery Overview
Manager for Backup
Architecting Your Recovery Plan to Minimize Recovery Time
W H I T E PA P E R
Datasheet
VMware VMotion
Live Migration for Virtual Machines Without Service Interruption
AT A G L A N C E How is VMware VMotion Used in the Enterprise?

VMware VMotion allows users to:
VMware® VMotion™ enables the live migration of
• Perform hardware maintenance without scheduled downtime.
running virtual machines from one physical server
to another with zero downtime, continuous service • Proactively migrate virtual machines away from failing or
availability, and complete transaction integrity. underperforming servers.
VMotion is a key enabling technology for creating
the dynamic, automated, and self-optimizing • Automatically optimize and allocate entire pools of resources
datacenter. for optimal hardware utilization and alignment with business
priorities.
B E N E F I TS
How Does VMware VMotion Work?
• Improve availability by conducting maintenance Live migration of a virtual machine from one physical server to
without disrupting business operations another with VMware VMotion is enabled by three underlying
• Move virtual machines within server resource
technologies. http://www.vmware.com/resources/techresources
pools to continuously align the allocation of First, the entire state of a virtual machine is encapsulated by
resources to business priorities a set of files stored on shared storage such as Fibre Channel
or iSCSI Storage Area Network (SAN) or Network Attached
Storage (NAS). VMware vStorage VMFS allows multiple
installations of VMware ESX to access the same virtual machine
files concurrently.
Second, the active memory and precise execution state of the
virtual machine is rapidly transferred over a high speed network,
allowing the virtual machine to instantaneously switch from
running on the source ESX host to the destination ESX host.
VMotion keeps the transfer period imperceptible to users by
keeping track of on-going memory transactions in a bitmap.
Once the entire memory and system state has been copied over
to the target ESX host, VMotion suspends the source virtual
machine, copies the bitmap to the target ESX host, and resumes
the virtual machine on the target ESX host. This entire process
takes less than two seconds on a Gigabit Ethernet network.
Third, the networks being used by the virtual machine are also
virtualized by the underlying ESX host, ensuring that even after
the migration, the virtual machine network identity and network
VMware VMotion moves live, running virtual machines from one host to another
while maintaining continuous service availability.
connections are preserved. VMotion manages the virtual MAC
address as part of the process.
P R O D U C T D ATA S H E E T / 1
Print Materials: Asymmetrical
Print Materials
Corporate brochures and collateral should use CAse Study Snapshot
the VMware grid specified in templates to PROFESSIONAL T E L E C O M M U N I C AT I O N
ensure brand consistency.

Addleshaw Goddard Outlaws Data Center
Inefficiencies With VMware Software Three
Lines if Necessary for Titles
T 0 0emplates can be downloaded at

www.vmware-onebrand.com. “We first implemented VMware ESX
Server to avoid the high costs of
purchasing multiple servers and
Addleshaw Goddard
VMware ESX Server, VirtualCenter and Vmotion Transform System
“In 2006, our CIO presented to our
entire company that virtualization
was a strategic initiative. Time
Tellabs
our use has grown organically Management, Reduce Server Sprawl and Underpin Disaster Recovery and again, it has proved its worth.
Tellabs advances telecommunications networks to meet the evolving needs of users.
ever since. VMware is now part We’ve seen the new VMware High
Strategy Three Lines Maximum for Summary Solutions from Tellabs enable service providers to deliver high-quality voice, video and
of every major IT rollout and we Availability, for instance, kick
data services over wireline and wireless networks around the world. Based in Naperville,
actually treat ESX Server as if it in several times and it’s worked
Illinois, the company has about 3,800 employees worldwide. Its IT department supports
were hardware. VMware software flawlessly. So management finally
Addleshaw Goddard Faces Sprawling Server Farm the entire company.
is a critical building block of our said, ‘Let’s make it a strategy,’ and
infrastructure that has introduced an Addleshaw Goddard is one of the UK’s leading law firms, acting for more than 80 now everyone looks at virtualization In 2004, recalls Technical Architect David Wollenweber, “We had a plethora of servers
unprecedented level of flexibility by FTSE 350 companies and nearly 100 public sector organizations. Its 1,220 employees, and VMware first.” in our data center.” Facing constraints on licensing, data center space, power costs and
making our applications portable.” including 162 partners, are based in three UK cities— London, Leeds and Manchester. cooling costs, “we needed a solution that would halt server sprawl.” Tellabs compared
— David Wollenweber,
With revenues of £125.2 million, Addleshaw Goddard ranked 10th in the 2004 Legal 500 VMware ESX Server with other products on the market and found that ESX Server could
— Daniel Simms Technical Architect, Tellabs
listing of top UK law firms. best meet its enterprise uptime requirements.
Head of IT Operations
Addleshaw Goddard Daniel Simms, head of IT operations for Addleshaw Goddard, is responsible for
KEY HIGHLIGHTS
Results
managing the firm’s entire IT infrastructure and leading strategic IT projects. Assisted by
a 10-person technical team, Simms must assess and implement innovative technologies • Deployed more than 300 virtual machines globally, in production or production-like
KEY HIGHLIGHTS Challenge
environments
that generate time and cost savings, improve efficiency and increase Addleshaw
Tellabs wanted to curb its server sprawl while
Goddard’s competitive edge, while also enhancing the firm’s client services. increasing uptime and easing the administrative • Realized tangible savings in hardware acquisition costs
Results
burden of application testing.
If Key Highlights requires body copy, it runs as A core aspect of Addleshaw Goddard’s business is document production and client • Increased average processor utilization from 5–10 percent to 50 percent. Wollenweber
shown here Solution
communication. To support these activities, the firm requires a reliable IT system that says, “A system can run 80–90 percent of the CPU utilization with no adverse effects
• 6:1 server consolidation ratio In 2004, Tellabs implemented VMware software,
performs well. However, Simms’ IT department faced a constant problem; each time a on performance.”
and two years later it upgraded to VMware
• Improved server utilization different application was deployed, a new server had to be purchased and integrated Infrastructure 3, to virtualize its servers.
• Reduced TCO of servers with the data center. This method was cost-prohibitive, a poor use of resources and • Achieved an 8.33:1 server consolidation ratio. “On one single box, we’ve run more than
VMWare at Work
• Compressed testing cycles from days to adversely affected IT infrastructure performance. In addition to solving this issue, the 40 virtual machines with no problems.”
VMware Infrastructure 3 Enterprise, featuring:
hours
technical team found itself with several other challenges to address: • ESX Server 3 with VMFS • Eased virtual machine deployment for application testing. “When testing is done, you
• Created method for major system upgrades
with no server downtime • Reduce data center management time and complexity • VirtualCenter 2 wipe everything away and all your resources are back. Other than a few minutes to
• Built more cost-effective disaster recovery • VMotion deploy the machine, it didn’t cost you anything.”
solution
• Ensure consistent infrastructure across all sites
• Distributed Resource Scheduler (DRS)
• Control spiraling hardware costs • High Availability (HA)
Deployment environment
• Deliver a cost effective testing environment for future application rollouts
• ESX Server and VirtualCenter on servers with
Back-up
Back-up
• Meet demand for the quick deployment of a training environment. various-sized processors. “The sweet spot Backup
Agent
App
Server
App App App App Backup Server
Agent
seems to be the four-processor dual core/ Operating Operating
Service
Operating Operating Operating Operating Service
Console
System System
quad core systems with 32 GB of RAM.” System System System System Console
ESX Server: Tackles Tactical and Strategic Issues • EMC Clariion Cx700 SAN VMware Virtualization Layer Tape Array VMware Virtualization Layer
Tape Array
Addleshaw Goddard first assessed VMware® software as part of a tactical project to • Guest operating systems: Windows Server x86 Architecture x86 Architecture
2003, Windows 2000 Server

build two high-performance training and development systems quickly and cost-
• Applications: Citrix, Documentum, Mail Flow
effectively. VMware ESX Server™ was the only product on the market that allowed
Central, Veritas Replication Exec, Blackberry
Simms and his team to achieve this goal without purchasing additional hardware. Enterprise Server, Pinnacle, WinFile Servers, Fig 6. In-VM or Console Based Backup provides the flexibility to do file or image based backups.
Web servers, Rational ProjectConsole, SAP
Running entirely on ESX Server, the initial VMware implementation hosted Interwoven’s NetWeaver, Agile, and Kanisa/Knova
Worksite Document Management System (DMS) and trained more than 1,000
users. The deployment was such a success that Addleshaw Goddard has since used
CUSTOMER SNAPSHOT
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
C U S TO M E R C A S E S T U DY / 1 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: XXXXXXX
Cheat Sheet Solution Overview

C H E AT S H E E T SOLUTIONS OVERVIEW
Disaster Recovery Solutions

VMware vCenter Lab Manager
from VMware
Transforming Disaster Recovery—VMware Infrastructure for Rapid, Reliable
and Cost-Effective Disaster Recovery
What is VMware vCenter Lab Manager?

VMware vCenter™ Lab Manager 4, part of the VMware vCenter family of management products, provides on-demand access and
automated management of the internal cloud for development and test. Application owners, along with development and test,
support, and training teams, can provision and manage application environments through a self-service portal under IT control. Lab
“We first implemented VMware ESX Disaster Recover Challenges Today
Server to avoid the high costs of
Manager enables higher service levels, faster time to market and simplified IT administration. In today’s business environment, having robust disaster recovery is no longer a luxury,
purchasing multiple servers and
our use has grown organically it is a necessity. Given the high probability and variety of events that cause outages,
How to Position VMware vCenter Lab Manager ever since. VMware is now part including natural disasters (hurricanes, earthquakes, snow storms, flooding) and man
of every major IT rollout and we made events (power outages, terrorism, viruses) a disruption to business systems is not
actually treat ESX Server as if it a question of if, but when. Disaster recovery needs to be core to your IT strategy.
POS ITIONING WITHIN THE VMWARE PRODUCT LINE POSITIONING
were hardware. VMware software With the increasing number of x86 based servers running mission critical applications—
is a critical building block of our such as Microsoft SQL Server, Exchange Server, CRM applications, Oracle databases—
• Part of the VMware vCenter family of management • Lab Manager version 4.0 leads the industry with best-in- infrastructure that has introduced an the need for disaster recovery has never been more relevant and urgent. Additionally
products. class performance and scalability, seamless integration unprecedented level of flexibility by with multi-tier dependencies, many unprotected lower tier applications (eg., DNS, AD)
with VMware vSphere™ 4 and VMware vCenter Server, making our applications portable.” will compromise recovery for your dependent Tier 1 service (e.g., database). IT and
• Enables IT to transform datacenter resources into an
more efficient use of storage resources, and more business executives often struggle to protect their IT infrastructures due to a lack of
internal cloud for dev/test and provides self-service access — Daniel Simms
automation capabilities that simplify IT administration pragmatic, cost-effective and reliable solutions.
for end users while ensuring IT control. Head of IT Operations
while delivering higher service levels for end users.
Addleshaw Goddard While the need for protecting IT resources from disasters is a business imperative,
• Direct competitors include: IT managers are faced with many obstacles when developing a traditional disaster
- Microsoft Visual Studio Lab Management (part of Visual recovery plan, including:
Studio Team System 2010) Traditional Disaster Recovery is Expensive
- Citrix/VMLogix Lab Manager • Ensuring successful recovery requires identical hardware configurations at the
- Surgient Automation Platform recovery site, which often mandates expensive new server purchases.
- DynamicOps Lab Management
• Disaster recovery sites are often dormant or idle, yet still occupy precious real estate,
require periodic management and incur high power and cooling costs.
Why Sell
WHY SELL VCENTER MANAGEMENT PRODUCTS WHY SELL VCENTER LAB MANAGER Primary DR Site
Application Application
• Helps customers virtualize more applications and • Lab Manager is a fourth-generation product with proven
Operating System Operating System
overcome key obstacles to 100 percent virtualization, technology and a scalable architecture that fits into nearly
which helps you sell more platform licenses. any customer environment.
• Significant revenue opportunity – virtualization • Lab Manager offers dramatic ROI and benefits both IT local
storage
local
storage
management will be a $1.8 billion market in 2010. administrators and the teams they support by saving time,
reducing storage costs and enabling faster time to market. x86 x86
• Management is one of the three core selling motions for
the datacenter and VMware is investing in products and Vendor - X Vendor - X
marketing programs.
Identical Hardware (Servers)
Fig 1. Traditional 1:1 hardware dependence at the primary and disaster sites quickly translates to expensive hardware costs,
complex recovery tools and processes, and difficulty in testing disaster recovery plans.
C H E AT S H E E T / 1 SOLUTIONS OVERVIEW / 1
Print Materials: Partner
Print Materials
Partner brochures and collateral should use Brochure datasheet
ensure brand consistency. VMware VMotion
Templates can be downloaded at VMware Technology®

www.vmware-onebrand.com. Alliance Partner (TAP)

Program Guidelines
PROGRAM GUIDELINES priorities.
B E N E F I TS
pools to continuously align the allocation of First, the entire state of a virtual machine is encapsulated by a
resources to business priorities set of files stored on shared storage such as Fibre Channel or
iSCSI Storage Area Network (SAN) or Network Attached Storage
(NAS). VMware vStorage VMFS allows multiple installations of
VMware ESX to access the same virtual machine files
concurrently.
PA R T N E R N E T W O R K D ATA S H E E T / 1
Email Newsletter Certificate
VMware is proud to award
Vivian Choi
the title of
VMware Sales Professional (VSP)
in recognition of successful completion of all
accreditation requirements
DATE OF COMPLETION: JUNE 15, 2009 PAUL MARITZ,

MARITZ PRE
PRESIDENT & CEO
Advertising: Online
Horizontal
LOGO INTRO
VMware is The Source.
The Source for Virtualization.
Online Advertising
A key icon for online banners is what we
unofficially call “The Orb.” It represents
VMware as “The Source.” Of efficiency.
Of agility. Of anything having to do with MOSAIC TRANSITION
virtualization. In the same way in which
the sun is a source of energy, so is VMware. REPLAY
Energizing business through IT. Business Infrastructure Virtualization

ENDFRAME Energizing business through IT. Go to The Source >
From a functional standpoint, the Orb is used

as an active transitional element in the hori-
zontal banner example, where the Orb reveals
IMAGE COPY CTA LOGO
new messaging as it swipes from side to side.
In the square example, the Orb grows in
scale and intensity as it moves towards the
viewer. The VMware mosaic pattern flickers vertical
with an almost kinetic energy that ultimately
COPY
overtakes the frame and then transitions to the
endframe. In this example, the Orb is used to
attract attention in a visually dramatic fashion
as it brings in the leadership message.
The source
LOGO INTRO for virtualization
REPLAY
ZOOM INTO ORB

Business Infrastructure
Virtualization
Energizing business through IT.
Go to The Source
CTA COPY LOGO
Email Headers
All email headers should be placed at the top of the VMware specific grid specified in
email templates to ensure brand consistency. There are several ways to use the corporate
graphics to differentiate between Events, Offers and Announcements, Campaigns,
Product Launches, Surveys, IT, Newsletters and Partners.
Events: General
See page 74 for header design options. Email HEADER TEMPLATE
Events: Webinars
See page 75 for header design options.
Events: Thematic
Events: VMUG, VCC, & Executive

Offers and Announcements

Campaigns
Product Launches
Surveys
PSO and Educational Services

Partners
IT
Newsletters
Events: General
Events: General
Use the asymmetrical art in a cool color GENERAL HEADERS
palette for general events.
All templates and art can be downloaded at
Events: Webinars
Events: Webinars
Use the symmetrical art in a warm color Webinar HEADERS
palette for Webinar events.
Events: Thematic
Events: Thematic
Thematic events will use a custom designed thematic HEADERS
header that is influenced by the approved
graphics for that event (i.e. VMworld, vForum
and Knowledge Series).

Use the asymmetrical art in a cool color VMUG, VCC, & Executive
palette for general events.
Sed ut perspiciatis unde omnis

Use asymmetrical art with cool color palette OFFER AND ANOUNCEMENT HEADERS
for Offers and Announcements.
Campaigns
Email:
Evals
Campaigns
Use designated artwork (i.e. website landing CAMPAIGN HEADERS
page art) generated by outside agencies for
campaign specific headers. ANNOUNCING VMWARE VIEW 4. VIEW EVAL RESOURCES »
Contact Global Campaign team for assets and

approval on all campaign email designs.
Thank you for considering VMware View™ 4 as

part of your desktop virtualization strategy. VIEW EVAL RESOURCES
This email is designed to help guide you to the resources

that will enable you to experience the many benefits VMware Join the VMware View
View 4 can bring to desktop virtualization. discussion and talk to other
users about their
While evaluating View 4, be sure to test the following experiences with View.
key features:
VMWARE VIEW
• Easy installation: VMware View 4 is easy to install and COMMUNITY »
configure so you can start reaping the benefits of desktop
virtualization faster.
• Simplified desktop management: Note how fast you can

create and provision desktops and then apply policies from
the View Manager 4 single-management console.
• PCoIP display protocol: Test PCoIP performance over the

LAN and the WAN by having users access their virtual
desktops internally and remotely.
Be sure to use the Evaluator’s Guide to help assist

you through the View 4 evaluation process.
VMware, Inc. 3401 Hillview Ave. Palo Alto, CA 94304 USA Tel 1-877-486-9273
Created by© 2009

outside agencies
VMware, Inc. All rights reserved. VMware and VMware View are registered trademarks or trademarks of VMware, Inc.
Thank you for registering with VMware. Any information that you provide to VMware will be treated in accordance with our Privacy Policy.
To manage your profile and subscription preferences, please visit VMware Profile. To UNSUBSCRIBE completely from
VMware communications, please click here.
Product Launches
Product Launch
Use Peelback artwork and the cool color PRODUCT LAUNCH HEADERS
palette for Product Launch emails.
Major Product Launches can use graphics that
are tied to the marketing launch campaign.
Major Product Launch
Surveys
Survey
Use Peelback artwork with Cool Grey 11 band survey HEADERS
for Survey emails.

Use Peelback artwork with Cool Grey 11 band PSO HEADERS
for Survey emails.
EDUCATIONAL SERVICES HEADERS
Partners
Partners
Use the warm color palette for any emails PARTNER HEADERS
about the VMware Partner Program.
Email
Newsletter
Email Headers: IT
IT
Use simple color bands in the cool color IT HEADERS
palette for IT emails.
Email Headers: Newsletters
Newsletters
Use the web strip graphic in a cool color NEWSLETTER HEADERS
palette with or without gradient band in
Newsletters.
Option without gradient
Option with gradient
Electronic Assets: Video
Videos produced for or by VMware should be consistent with

other applications of the VMware brand elements, including use of
photography, color selection and overall visual styling. The exit of
corporate video must display the VMware logo.
More specific guidelines and creative direction are beyond the scope of this guide. The
VMware Brand team should be contacted (brand@VMware.com) early in the creative
process regarding the development of corporate videos so they may provide feedback
and input on your project.
Ephemera
You may use promotional items and giveaways to represent the VMware brand at
events, or as thank you gifts to external vendors and customers. These images are for
reference only. Please visit the VMware Store to order VMware-branded items.
Ephemera
All logo sizing, color, placement and VMware SCHWAG
clearspace guidelines apply for any
promotional item.
Logo Use Exceptions
The VMware logo can be used without the registration mark between .75 inches
and 4-inches wide for certain specific cases. These include (but are not limited to)
applications such as embroidery and silkscreen.
Embroidery and Silkscreen

The logo is stitched in a single-color, Embroidery AND SILKSCREEN
determined by the color of the material or
substrate:
White or off-white materials: VMware Gray
(Pantone Cool Gray 11)
Light-colored materials: Black
Dark-colored materials: White
Placement
When the logo is placed on apparel, such as
shirts and outerwear, suggested application
areas include: 2”
Front: Upper right (pocket position)

Sleeve: Centered above cuff/hem
Back: Centered
Size
The minimum size for embroidery or silkscreen
is 2-inches.
Partner System and Logos
S e ct i on I U p d at e d O C T O B E R 2 0 0 9
Partner Logos
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.
Program Logos
Logos should be treated as one unit and never Partner Network Logos
be divided or broken up
Badge two-line Title
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
Programs, Certifications and Classifications Logos
One-line Title two-line Title
Partner Level and competency logos
Badge Badge with competency
Partner Program Logos
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 https://
www.vmware-onebrand.com/ or https://vmshare.vmware.com/marketing/corporate/
branding/default.aspx.
Partner 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 3-d badge 1-color badge
Adhere to clear space rules when positioning
the graphic on a page with other content or
other logos
Logos are available for download at
www.vmware-onebrand.com
Primary Art Usage: Partner

Asymmetrical
communicating to or about customers, partners or solutions.
PRIMARY ARTWORK: ASYMMETRICAL
USES:
Collateral
Certificates
Artwork Web
Email
www.vmware-onebrand.com
detailed examples.
CROPPED IN A BAND USED WITH A WHITE BORDER
usage.
Asymmetrical Art
Partner materials are in the warm palette only.
Used only in partner enablement assets.
Do
Flip or crop art depending on layout needs.
Bleed or float in layout with white border.
Don’t
Significantly change the shape, color or CROPPED WITH FULL BLEED
Don’t use partner enablement if the material is
a customer/prospect facing asset.
Print Materials: Partner
Print Materials
Partner brochures and collateral should use Brochure datasheet
ensure brand consistency. VMware VMotion
All templates can be downloaded at VMware Technology®

www.vmware-onebrand.com. Alliance Partner (TAP)

Program Guidelines
PROGRAM GUIDELINES priorities.
B E N E F I TS
pools to continuously align the allocation of First, the entire state of a virtual machine is encapsulated by a
resources to business priorities set of files stored on shared storage such as Fibre Channel or
iSCSI Storage Area Network (SAN) or Network Attached Storage
(NAS). VMware vStorage VMFS allows multiple installations of
VMware ESX to access the same virtual machine files
concurrently.
PA R T N E R N E T W O R K D ATA S H E E T / 1
Email Newsletter Certificate
VMware is proud to award
Vivian Choi
the title of
VMware Sales Professional (VSP)
in recognition of successful completion of all
accreditation requirements
DATE OF COMPLETION: JUNE 15, 2009 PAUL MARITZ,

MARITZ PRE
PRESIDENT & CEO
Photography
S e ct i on J U p d at e d O C T O B E R 2 0 0 9
Photography
Photography style guidelines are coming soon.
Please email brand@vmware.com for any immediate photo needs.
Brand Resources & Contacts
S e ct i on K U p d at e d O C T O 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.
Corporate Brand Website: www.vmware-onebrand.com

Additional brand resources, including logos, templates and FAQs can be found on the
VMware Corporate Brand website. A password is required when not on the VMware
network and may be requested by e-mailing brand@VMware.com.
Corporate Image Library: www.vmware-onebrand.com

A corporate image library will be available soon for reference and download of
corporate-approved photography. To obtain an account, please complete the
registration form found on the website.
corporate brand 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_BRAND_GUIDE_USLET_EN_V15

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Section A: Brand Brief. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Section F: Brand Design Elements. . . . . . . . . . . . . . . . . . . . . . . . . . . . 44

Events: VMUG, VCC, & Executive. . . . . . . . . . . . . . . . . . . . . . . . . . . . 77

How To Use This Brand Brief

The business case for evolving the brand.

A description of the environment within which the company and

What makes us unique?

The brand’s targeted audience segments and their unique concerns.

The Agents of Change

Blueprint for Building a Brand

The core idea behind a brand.

A compelling, authentic statement that describes what customers

Core Brand Promise (for all audiences)

Proposed VMware Structure

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

(SLAs) rather than components. Through a combination of partner and VMware

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.

Reasons for change

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

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)

External and Internal Program Logos

Brand Design Elements

One of the many elements that has made VMware successful is

pantone pantone pantone