F5 Creative Standards

F5 NETWORKS, INC. F5 BRAND RESOURCE CENTER: CONTACT: F5.COM HTTPS://F5.WEBDAMDB.COM EMAIL: [email protected] F5 Brand Guide | 2018

Introduction

What is brand and why does it matter?

Our brand is our audience’s perception of what we do, what we stand for, and what makes us relevant. When the elements of our brand identity—how we look and how we sound—are aligned with what we do, what we say and what makes us relevant, we can connect with our audience in a way that resonates in authentic and meaningful ways.

f5.com 2 Table of Contents

01/ 03/ Brand Identity 4 Brand Applications 25

02/ 04/ Brand Elements 12 Resources and Legalese 36 01 Brand Identity F5 Brand Guide | 2018

01/ Brand Identity

The F5 story Vision Brand attributes WHERE WE ARE GOING AND WHAT WE ARE MEANT TO BE THE CHARACTERISTICS OUR CUSTOMERS ASSOCIATE WITH US

Freedom to deliver any app, anywhere. Trusted: For 20 years, F5 has been the leader F5 is at an inflection point—we are no longer in app service delivery. We are a trusted partner “that load-balancing company.” Given that and committed to helping customers make their apps are business-critical, and that businesses apps go: Faster, smarter, safer. demand immediate, uninterrupted, and secure access to apps—regardless of where those apps Mission Authentic: As a market leader, we speak OUR CORE PURPOSE reside—F5 has the enterprise-grade services with authority. We don’t need false bravado because our customers trust us and believe in and expertise to help companies make their Businesses depend on apps. Whether it’s apps our leadership. We understand their business apps go. Faster. Smarter. Safer. that help connect businesses to their customers challenges and we are authentic in our solutions. or apps that help employees do their jobs—

we make sure apps are always available and Customer-obsessed: We’re not just obsessed secure, anywhere. about solving our customers’ CURRENT business challenges. We want to get out ahead of customer challenges so that we can partner with them into the future.

Innovative: F5 created the app delivery market. But now F5 is using our app expertise to innovate in security and multi-cloud markets— delivering on the promise of any app, anywhere.

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01/ Brand Identity

F5 voice Some guidelines for the F5 voice A note about tone

Audience drives the voice, context drives the We are But not While the F5 voice will remain consistent, the tone. Adhering to the F5 voice and tone keeps Professional Old-fashioned tone will change depending on the context. For our content consistent with our overall brand. Authentic Full of F5 jargon example, the tone of an architectural guide will Helpful Always trying to sell be different than the tone of an awareness asset. Keeping our brand attributes in mind, we Conversational Trendy The important thing is that to the customer, all F5 strive to be storytellers. We aim to engage and Informal Sloppy content feels like it came from the F5 brand that connect. We are impactful and memorable. Provocative Controversial they trust. Authoritative Arrogant

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01/ Brand Identity The F5 logo is the key building block of our identity To maintain its strength and integrity, the logo should and the primary visual element that identifies us. be used consistently according to these guidelines.

F5 Corporate Logo F5 CORPORATE LOGO

The F5 logo is unique in that it consists of one design element. A traditional logo “signature” includes both the symbol and the company name in a specific configuration, but the F5 “mark” stands for the company with just the F5 in a red circle.

Just as the Nike “swoosh” is the main identifying mark for the sportswear company, the F5 logo has gained strong brand recognition over time among our customers who recognize it as the “glowing red ball” in their data center.

F5’s official/legal name is F5 Networks, but the company has moved away from using Networks in recent years. Unless there are legal implications, please use just F5.

When used in copy, please use “F5” with an upper case “F” (and without “Networks”). Link to the Content Style Guide for more information on how to use the the “F5” name in copy.

PMS 185 and white.

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01/ Brand Identity

Logo color options TWO-COLOR LOGOS ONE-COLOR LOGOS

There are two versions of the F5 logo for maximum legibility over a background color. Do not use the logo over backgrounds with low contrast or complex patterning that interfere with readability.

Use the preferred red and white logo whenever possible in print and digital communications.

The F5 logos are available for download on the F5 website and F5 Brand Resource Center. The red and white logo is the preferred version. Approval from the F5 brand/creative team is required for use of the one-color white logo

The black and white logo is used when the Approval from the F5 brand/creative team is required background color conflicts with the logo. for use of the one-color black logo

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01/ Brand Identity F5 Logo

Minimum logo sizes PRINT MEDIA

Using the appropriate size of logo ensures that Minimum logo size for print is 0.5" or 37 px. .5" it will be accurately reproduced and legible in When used at a size that is smaller than .5", the “®” should be removed. digital and print mediums.

If the logo is smaller than .5 inches, the registered trademark may be removed as it is not readable.

DIGITAL MEDIA

22 px Minimum logo size for digital media is 0.3" or 22 px.

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01/ Brand Identity F5 Logo

Clear space and placement CLEAR SPACE FOR PRINT CLEAR SPACE FOR DIGITAL

To preserve the visual impact and integrity .5x of the logo, always maintain adequate space .25x around it. To regulate this, a clear space has been established around the corporate mark. x x

For print applications, the F5 logo should be .5x .25x surrounded by clear space equal to half the height of the red circle (x = the logo height in the illustrations to the right).

For digital applications, the clear space may be reduced to one-quarter of the logo height.

The logo size is measured from the edges of the circle.

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01/ Brand Identity F5 Logo

Logo “don’ts”

Use of stylized, animated, hand-drawn or other versions of the logo are not permitted. This undermines the logo system and brand consistency.

Please consult with the Brand team if you have questions about logo usage. Do not reverse the white Do not stretch or skew Do not use a tint of and red. the logo. the logo.

Do not position the logo The “f5” in the center of the Do not make the inside another element. logo should be white unless logo into a character. printing is only one-color.

Do not place the logo over a Do not place the logo over background with low contrast. complex patterns that interfere with readability. f5.com 11 02 Brand Elements F5 Brand Guide | 2018

02/ Brand Elements Fonts

Fonts CORPORATE FONT: PROXIMA NOVA INFOGRAPHIC NUMBERS: AGUDA

Used consistently, typography plays a Proxima Nova Thin 0123456789 significant role in differentiating and reinforcing Proxima Nova Thin Italic Aguda Light Numerals the F5 brand. The corporate font is Proxima Nova. Proxima Nova Light It is used for all print materials, events, and digital Proxima Nova Light Italic communications whenever possible. if the font is not Proxima Nova Regular available, please use Helvetica or Arial. 0123456789 Proxima Nova Italic Aguda Regular Numerals Aguda Light and Regular numerals have a distinctive Proxima Nova Medium style, and are used for infographics and large Proxima Nova Medium Italic display of statistics. Proxima Nova numerals are used in copy and all other marketing materials. Proxima Nova Semi-bold Proxima Nova Semi-bold Italic Proxima Nova Bold Proxima Nova Bold Italic Proxima Nova Extra Bold Proxima Nova Extra Bold Italic

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02/ Brand Elements Color

The pure, primary hues of the F5 color palette communicate clarity and strength, supporting the intrinsic value of our technologies as well as the vibrant red of the F5 logo.

The palette communicates a high-tech energy and functions well in print, digital, and video, thus supporting our brand promise across all channels. Neutral grays complement the pure, saturated hues in color combinations that create a distinct approach to color.

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02/ Brand Elements Color

Color system PRIMARY COLOR PALETTE SECONDARY COLOR PALETTE

The F5 color palette communicates clarity and Pantone CMYK: m100, y85 Pantone CMYK: c100, m10 strength. Neutral grays are used to complement RGB: r228 g0 b43 RGB: r0, g161, b228 185 Web: #E4002B 2393 Web: #00A1E4 the bold, saturated colors.

The color system consists of primary and secondary colors. The primary palette is the F5 red, black and gray. Pantone CMYK: Process Black Pantone CMYK: m70, y75 RGB: r0 g0 b0 RGB: r243, g112, b75 The secondary palette provides flexibility for Black Web: # 000000 1585 Web: #F3704B a wide range of expression. Use these colors to customize stories and messaging. Choose only one or two secondary colors and use the red, gray and black primary palette colors as Percentages of black may be used as an accent. Pantone CMYK: y100 accent colors. RGB: r255, g242 100% 80% 60% 40% 20% 10% 5% Yellow Web: #FFF200

To ensure consistency, please adhere to these color specifications, use qualified vendors, and reliable reproduction methods.

Use the PANTONE® Color Matching System as a reference to ensure accuracy when matching colors Pantone CMYK: c60, m83 for printed materials. RGB: r133 g71 b173 2587 Web: #8547AD

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02/ Brand Elements Color

How to use the color palette

To use the F5 color palette, always start with The State of Application Delivery | 2017 the primary corporate colors, and choose one These three cloud operating models were identified or two secondary colors that complement your 72% as “strategically important”

PRIVATE CLOUD PUBLIC CLOUD SAAS photography or illustrations. Seventy-two percent of organizations have 11 or more app services 39% 38% 37% deployed.

Additionally, customers reported a strong preference IaaS (13 percent) and PaaS (6 percent). Globally, for on-premises private cloud for industrial IoT respondents reported that on-premises private clouds apps. The amount of data industrial “things” are will see the largest amount of investment this year Use tints of gray as accents intead of adding transmitting means it makes more sense to have the according to 46 percent of the respondents. This is alerts and computation of this data happen closest true across every region; Americas (41 percent), EMEA to the greatest concentration of the devices, be it (46 percent), Asia-Pacific except Japan (49 percent), the systems on the manufacturing floor, the trackers and Japan (47 percent). Customers are making in the fields, or the equipment in the hospital. As a investments today in on-premises private clouds, and, another color to your design. Keeping the color result, over a quarter (26 percent) of respondents as they look to the future, they believe that private plan on using an on-premises private cloud for clouds, public clouds, and SaaS will all have strategic industrial IoT apps. importance in the next two years.

Respondents reported a strong preference for all Public cloud as a strategic priority has increased from cloud types for mobile applications used by their 34 percent last year, largely because of increased palette limited to just a few bright colors creates own customers. The preference for on-premises interest in the Americas and EMEA. Whereas last year, private cloud was the highest for mobile applications Asia-Pacific was ahead in viewing public cloud as at 36 percent, and this workload also saw the highest strategic, all three regions are making investments in a stronger amd more memorable impression of percentage of all the workload types for public cloud on-premises clouds, and as they look to the the F5 brand. f5.com 17

The secondary colors complement the photography and the corporate palette. Black, white and tints of gray are used for emphasis, and support the brighter colors to create a positive experience for the reader.

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02/ Brand Elements Photography

Photography that tells a story and captures real moments plays a key role in the F5 brand. Our images are photojournalistic (not staged), with lighting that is natural and authentic to the subject matter.

Our imagery tells a visual story with two categories of images: Our Customers and Our Work.

These categories are described on the following pages. Because many companies choose from the same catalog of stock images, following the criteria listed will help us differentiate the F5 brand.

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02/ Brand Elements Photography

IMAGE CATEGORY 1: Our Customers

The images we choose that represent our customers should tell them:

“We get you. We live in the same fast-paced and technologically challenging world, and we understand it.”

GLOBAL PERSPECTIVE PERSONAL PERSPECTIVE CLOSE-UP PERSPECTIVE

IMAGE CATEGORY 2: Our Work

Successful images of our work are chosen to help explain “What we do and how we do it.”

The complexity of our technical world is confusing for our customers, and comes with a steep learning curve. By helping them understand how our products work, they can more easily understand the benefits. ABSTRACT METAPHOR PERSONAL PERSPECTIVE CLOSE-UP PERSPECTIVE

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02/ Brand Elements Photography

Our Customers GLOBAL PERSPECTIVE PERSONAL PERSPECTIVE CLOSE-UP PERSPECTIVE THE PEOPLE WHO USE OUR PRODUCTS

Images with a wide angle or a distant Images that capture a situation or A close-up shot that focuses on viewpoint give a global perspective. facial expressions, and tell a story specific technology details. Works best The “Customers” image category includes a about our customers and their with copy or a headline that helps tell a business challenges. customer story. wide variety of people in many locations, with a diverse range of business and technical needs. Our customers range from software architects that depend on our technology, to C-suite executives that make powerful purchasing decisions, to the end-user of an app that runs our security or load-balancing software.

Clearly defining your target customer audience before choosing images will ensure greater success in connecting with them.

Qualities to look for in images that reflect our customer base are:

Authentic Technical Global Diverse Smart Experienced Modern

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02/ Brand Elements Photography

Our Work CLOSE-UP PERSPECTIVE PERSONAL PERSPECTIVE ABSTRACT METAPHOR WHAT WE DO AND HOW WE DO IT

A close-up shot that focuses on specific Images that capture a situation or Abstract images that convey qualities or technology details. Works best with facial expressions, and tell a story concepts such as speed, efficiency, agility, This image category focuses on people and copy or headlines that help tell a story about our work. cloud, network, data, etc. an activity they are engaged in (something is about our work. happening, or happened). These images provide a view into our world and the future of our technology, giving a glimpse of what is possible. Choose images that are aspirational and capture our inventive culture and creativity.

Abstract imagery can also be used to represent the speed, access and availability of our products.

Qualities to look for in images that reflect our work are:

Inventive Genuine Data-driven Smart Heroic Scientific Experienced Visionary

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02/ Brand Elements Photography

How to source stock photography AVOID THESE EXAMPLES

Stock photography is used for the majority of our marketing collateral. Because many companies use the same stock photo sites, following the brand criteria can help differentiate the F5 brand.

Stock photography with people should feel genuine and OVERLY POSED DATED TECHNOLOGY CLICHÉ natural (not posed or staged). People are engaged in an activity, and are not looking directly into the camera.

Photos that show technology should be original, current, and ideally “cutting edge.”

Do not use images with firearms, inappropriate innuendo, references to war or the military, sexual or sexist content, or religious icons.

INAPPROPRIATE INNUENDO WAR REFERENCE RELIGIOUS IMPLICATIONS

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02/ Brand Elements Photography

Product photography BIG-IP I10000, WHITE BACKGROUND BIG-IP I10000, BLACK BACKGROUND

Product photography is clear and straightforward. It is shown on a white or black background, with clear lighting and a small, natural shadow or reflection.

A product “hero” shot is photographed in a Hero shot: three quarter view Hero shot: three quarter view three-quarter view to show its three-dimensional shape, with a focus on the technical components. Additional views highlight specific features of the product for instructional purposes.

Front view Front view

Back view Back view

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02/ Brand Elements Icons When using icons in marketing materials, please choose from the library of proprietary set of F5 icons designed in a proprietary style.

F5 Icon Library F5 ICON EXAMPLES

The style of the F5 icons is simple, straightforward and two-dimensional. The outlines are consistent, thin and black, but they can be reversed to white over a darker background, or changed to a single color from the brand palette. Please avoid small sizes that are not legible, or using colors that are too light for the narrow line weight.

Icons are designed in a 32 x 32 grid at 128 x 128 px with a 1 px line width. Rounded corners are set at a 4 px radius. The line gap that is shown in most of the icons is 8 px.

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02/ Brand Elements Infographics

Charts and diagrams PIE CHARTS BAR CHARTS

39% 37% Charts, diagrams and mini-infographics 32% illustrate the features and functionality of

F5 solutions and products. Their style is 32% consistent with the icon library–simple, 30% straightforward, and two-dimensional. 17%

Please use a minimal number of colors SECURITY along with black, gray and white as accents 2016 2017 for maximum clarity in communication.

ICONS WITH STATISTICS LARGE STATISTICS WITH COPY 4/5

Four out of the top five 69% 63% application services most Request Response widely deployed were security services.

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03/ Brand Applications

The application of F5 brand elements in a consistent manner will build recognition with our customers, and differentiate us from the competition. Presentation, advertising and collateral guidelines have been developed to help you balance typography, images, and color to create a consistent branded experience for F5 customers.

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03/ Brand Applications Marketing collateral

Print collateral template

The Perimeter: An Identity Crisis Security Report F5 marketing collateral is designed using a 05

In any organization, a specific user may have multiple the user can access the requested resource. To do this, 4-column grid template on 8.5 x 11 or A4 pages. identities for various corporate resources and web the IAM solution relies on several sub-components of Identity is the front line of defense applications. Add to that the many devices and authentication and authorization. Note that the location The Perimeter: locations users connect from, and it is evident that of each sub-component may differ based on your many organizations are dealing with a different sort of deployment architecture. An Identity Crisis It’s time for enterprises to rethink their IAM systems. identity crisis. Identity management involves keeping that user’s identity information consistent among all his Authoritative source Every organization must have a With your applications as the constantly shifting security or her different roles. so-called “source of truth” to ensure the integrity—and Understand IAM and its challenges, and what it takes perimeter of your organization, managing identity and ensuring consistency—of identity information across different to implement a strong IAM solution appropriate access are an essential part of your overall security In addition, an IAM solution ensures that each user systems. Basically, the authoritative source answers strategy. As your employees and their devices become the main has the right amount of access to various applications, the question “Who are you?” for each user within the which can be hosted on-premises, in a private or public system. Typically, the corporate authoritative source is targets of attacks that can disrupt or even destroy your business, cloud, or delivered via a SaaS provider. the Human Resource Information System (HRIS), which your IAM system must be a stout front line of defense. stores all the details about each user. Those without A new emphasis on risk-based an HRIS may use Microsoft Active Directory or LDAP, authentication dictated by HR and controlled by IT.

The two general components of IAM are Identity provider An identity provider (IdP), such as 90% of today’s security authentication—proving you are who you say you Microsoft Active Directory, an LDAP server, or an Identity are— and authorization—granting permissions. budgets are still spent as a Service (IDaaS) cloud provider, pulls information Traditional IAM systems were housed in an on-premises on protecting everything from the authoritative source to communicate with a server room and physically controlled by IT staff to 90% but user identities and relying party (see below) to grant or deny access. manage applications hosted in the same data center. applications.⁹ In that model, all the decisions about authentication Attribute provider An attribute provider (AP) functions and authorization were made in-house. While this similarly to an IdP. However, instead of relying upon solution has the benefit of simplicity, it’s just not user-provided passwords, the AP employs user applicable to most enterprises today, which are hosting attributes such as phone numbers, credit card numbers, more and more applications in the cloud or relying or birthdates to identify the user. upon SaaS providers.

Relying party The relying party is typically an A modern IAM solution must meet the needs of a hybrid application that validates information provided by an IdP cloud environment and validate a user’s identity, then or an AP and then uses them to validate identity and map each access request to a specificpolicy to decide whether

⁹F5 marketing sizing estimates aggregated from global research firms.

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Cover Section divider Copy page

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03/ Brand Applications Marketing collateral

Copy hierarchy

Marketing collateral uses the following typographic styles: Section headline Intro copy lorem ipsum dolor asset

Headlines: Proxima Nova Bold Subheads: Headline Proxima Nova Medium Body copy: Proxima Nova Medium Body copy lorem ipsum dolor asset duis

Display numbers and large numbers in infographics: are Aguda Light or Regular Subhead Body copy lorem ipsum dolor asset duis

• Bullet without copy lorem ipsum

• Bullet with copy Body copy lorem ipsum dolor asset duis

2 point rule

1 point rule

.35 point rule

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03/ Brand Applications Website

Website guidelines

F5 has multiple digital properties, with different content types that define each site. When designing for digital, keep the user experience top of mind. Our interactive engagements should be easy, impactful, and informative.

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03/ Brand Applications Website

Website grid and copy hierarchy

Documentation and tools for designers and developers, live representations of color and typography, and code for repeatable design patterns can be found in our online style guide.

Website style guidelines are available at: https://f5.com/webguidelines

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03/ Brand Applications Email template

Email template system

New BIG-IP iSeries: Superior Cloud ready ADCs Register for webinar > | Read online >

PRODUCT UPDATE The email and landing page templates are Add security and scale to your designed to work on any device, and are fully apps in the cloud. READ MORE

New BIG-IP iSeries: Superior Cloud ready ADCs Register for webinar > | Read online > New BIG-IP iSeries:

responsive. To connect with our customers and PRODUCT UPDATE Superior Cloud-Ready ADCs

READ MORE deliver relevant email marketing messages, Add security and scale to your apps in the cloud. Unify app delivery services, simplify private cloud deployments, and protect apps and data with this supremely programmable platform.

READ MORE please follow these guidelines. New BIG-IP iSeries:

Superior Cloud-Ready ADCs TurboFlex Performance Proﬁles ECC/SSL Forward Secrecy Optimize performance by ooading Accelerate cipher and key exchange selected functions to an FPGA. READ MORE processing to improve app performance.

Unify app delivery services, simplify private cloud deployments, and protect apps and data with this supremely programmable platform.

Faster Deployments Consolidated Infrastructure Writing guidelines and templates are available for Single Save time with native orchestration. Reduce TCO up to 53 percent.

TurboFlex Performance Proﬁles ECC/SSL Forward Secrecy Offer, Multiple Offer, Event, Update or Newsletter emails. Optimize performance by ooading Accelerate cipher and key exchange selected functions to an FPGA. processing to improve app performance. WEBINAR | SEPT. 01, 2016 | 12:00PM What’s New in the BIG-IP iSeries Learn about new capabilities and programmability features, including support for node.js via iRules LX. Use the F5 brand guidelines for choosing photography, REGISTER NOW Faster Deployments Consolidated Infrastructure and follow the branded email templates for color and Save time with native orchestration. Reduce TCO up to 53 percent.

typography choices. WEBINAR | SEPT. 01, 2016 | 12:00PM What’s New in the BIG-IP iSeries Software-Deﬁned Unify Your ECC/SSL Forward Learn about new capabilities and programmability features, including Hardware Architecture Secrecy Blog Title support for node.js via iRules LX. Read how patent-pending A uniﬁed application delivery Optimize protection and REGISTER NOW technology in the BIG-IP iSeries architecture delivers stability, performance with BIG-IP iSeries delivers the ideal mix of dedicated security, and agility—both for data support for SSL/TLS security, The hero image will require cropping flexiblity for hardware and software center apps and those emerging including Die-Hellman elliptical processing. in the cloud. curve cryptography (ECDHE).

Download now Read more Read how responsive formats on mobile and desktop, as well as Watch now

consideration for the readabiliy of the headline over it. Software-Deﬁned Unify Your ECC/SSL Forward Hardware Architecture Secrecy Blog Title Additional Oer Attention Grabbing Headline

Read how patent-pending A uniﬁed application delivery Optimize protection and LEARN MORE technology in the BIG-IP iSeries architecture delivers stability, performance with BIG-IP iSeries delivers the ideal mix of dedicated security, and agility—both for data support for SSL/TLS security, hardware and software center apps and those emerging including Die-Hellman elliptical processing. in the cloud. curve cryptography (ECDHE).

Consider A/B test content variables if you are unsure Download now Read more Read how

Watch now Professional Upgrade Services of certain aspects of the copy or design. Test variables Plan and execute your upgrade to the BIG-IP iSeries and TMOS v.12.1.1 with help from F5. Request info include CTAs placement, image choice, content length, Additional Oer Attention Grabbing Headline LEARN MORE

CONNECT WITH US headline or subject lines, etc. Twitter LinkedIn Facebook YouTube DevCentral

Plan and execute your upgrade to the BIG-IP iSeries and TMOS v.12.1.1 with help from F5.

Request info

CONNECT WITH US

Twitter LinkedIn Facebook YouTube DevCentral

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03/ Brand Applications Campaigns and advertising

Print ad templates FULL PAGE AD

F5 Logo can be positioned left, right Advertising campaigns extend brand reach by or center for maximum readability connecting with our customers through tightly over the image aligned visuals and copy. The ad should imply a business problem, which is solved by our products or expertise.

Headline is Proxima Nova bold, Full page and half page ad layouts are shown to 1 in 4 breaches in the flush right, black or white only the right. To deliver relevant and targeted print financial sector were due to lost or stolen devices. ads, please follow these guidelines. Subhead is Proxima Nova semi- bold, flush right, black or white only Protect your business from the human element.

See how at [vanityurl.com] Choose high impact photography that is tightly aligned CTA is white or black [SOURCE: http://www.computerworld.com/article/3109974/security/lost-and-stolen- with the headline for greater impact. devices-account-for-1-in-4-breaches-in-the-financial-services-sector.html] Logo is flush right in Copy and visuals should connect quickly and instinctively white border with the targeted audience.

HALF PAGE AD

1 in 5 employees would sell 46% say private cloud is a top their work passwords. area of investment. Nearly half of those would do it for less than $1000. Add security and scale to your apps in the cloud.

Protect your business from the human element. See how at [vanityurl.com] See how at [vanityurl.com]

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03/ Brand Applications Presentations

Corporate powerpoint template

The Corporate PowerPoint Template should be used for all internal and external presentations.

Always start with a new document for each presentation where possible. Using Master layouts and Theme colors will help minimize the need for manual updates in the future. Videos are available for training and additoinal support.

• Link to the PowerPoint template and • training resources located on Radar. • •

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03/ Brand Applications Logowear and giveaways

Logowear and giveaways LOGOWEAR GIVEAWAYS

For logowear, use the recommended two- color logo. If the background is not white, please ensure the “f5” prints white and the sphere prints solid PMS 185 or black. Please follow the standard guidelines for clear space, color use, and size.

The logo may also be etched into items such as metal pens or glassware.

Additional information and purchases can be made at the online F5 Shop at http://shop.f5.com/

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03/ Brand Applications Tradeshow graphics

Banners and pull-ups

F5 branded displays are a cost-effective and quick way to create a small booth area Tradeshow booth copy is Proxima

Tradeshow booth copy Tradeshow booth copy Nova Bold, sentence case is Proxima Nova Bold, is Proxima Nova Bold, with a backdrop and podium to gather sentence case sentence case around.

The freestanding, vertical pull-up banner is typically displayed with the F5 table skirt. It is used at smaller field events, HR/recruiting activities, charity events, and promotions.

10’ x 10’ pop-up signs require minimal assembly. They are used at mid-size field Pull-up banners: 35” x 85” Pop up display: 10’ x 10’ events when an elevated presence and branding is warranted.

Use large-scale photography that covers the entire banner for high-impact.

Center the logo at the top of the sign so it can be identified from a distance.

Messaging should be placed near the logo.

Copy is Proxma Nova Bold, sentence case.

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Brand resources

How to find or request assets

All brand assets are available in F5’s Brand Resource Center at https://f5.webdamdb.com.

Please email [email protected] if you have questions.

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Legal Considerations

Logowear and giveaways Third party usage notice

These guidelines must be observed by those authorized to use F5 trademarks. Only Third parties must apply this notice to materials referencing F5 trademarks partners (e.g., resellers and distributors) or others who have obtained explicit permission (e.g., printed materials, documents that will be hosted online as a PDF, web from F5 are authorized to use certain F5 trademarks. Otherwise, no right, license, or page content, etc.): F5, F5 Networks, and the F5 logo are trademarks of F5 permission, express or implied, to use F5 trademarks is provided by these guidelines. Networks, Inc. in the U.S. and in certain other countries. Other F5 trademarks are Any uses of F5 trademarks that are not covered by any of the examples in these identified at f5.com. Any other products, services, taglines/slogans, or company guidelines requires prior written approval by F5. Apply the appropriate trademark names referenced herein may be trademarks of their respective owners with no notices to F5 product, feature, and service names or taglines in materials referencing F5 endorsement or affiliation, express or implied, claimed by F5. trademarks, including print material and documents that will be hosted online as a PDF. You can find a list of current trademarks at f5.com/about/guidelines-policies/trademarks. Logos, images, and trademarks of F5 are subject to change without notice. Unless ® is Legalese to be applied to internally published materials noted for a particular product, feature, or service name or tagline of F5, use ™. Apply this legalese to printed materials and documents that will be hosted online as a PDF:

Product naming ©2018 F5 Networks, Inc. All rights reserved. F5, F5 Networks, and the F5 logo are trademarks of F5 Networks, Inc. in the U.S. and in certain other countries. Other To preserve F5 brand integrity and adhere to legal requirements, do not cut corners on F5 trademarks are identified at f5.com. Any other products, services, or company F5 naming. Product naming can be complex, so please contact F5 directly if you need names referenced herein may be trademarks of their respective owners with no clarification. endorsement or affiliation, express or implied, claimed by F5. • F5 internal teams must apply trademarks in print materials; however do not apply trademarks to web page content. Third parties must mark all F5 trademarks, including web page copy.

• Apply trademarks to first mentions of products and technologies in body copy if it is unsuitable to apply them in headlines.

• Refer to f5.com/about/guidelines-policies/trademarks for a complete list of F5 trademarks.

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