Liebert Global Brand Guide Sept0613

®

LiebertGlobalProductBrandGuide

Includes:• Logos & Colors• Logo Applications• Messaging• Product Naming

September 2006

LiebertGlobalProductBrandGuide

Table of Contents

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Introduction

Logos & ColorsLiebert Brand SignatureSignature Clear Space and Minimum SizeCorporate Color PaletteColor ConfigurationsIncorrect UsesRelationship to Emerson Signature: ScaleRelationship to Emerson Signature: DistanceTypographyProduct Color PaletteBranded Program Logos

Logo ApplicationsLetterheadBusiness CardFacsimileIntra-Company MemoPowerPointPrint Literature & CollateralPackagingOEM Vendor Packaged ProductsVehicles & Signage

Messaging

Product Naming GuidelinesObjectives & RationaleGlobal Strategy & StepsProduct Naming CommitteeUsing Liebert in Product NamesNaming New ProductsApplying Product NamesRenaming Existing & Legacy ProductsNaming Product Features / Components

July 2006

Introduction

Introduction

Liebert is a strategic product brand of Emerson, with provenequity, significant marketing support and strong added value toEmerson. The global Liebert brand has come to command highrecognition and strong equity, throughout four decades ofindustry leadership gained by delivering outstanding productsand services. Moving forward, the Liebert brand identity will betightly integrated and consistent with Emerson’s identity, whichenhances our go-to-market approach with an even higherperception of credibility and integrity.

This Global Product Brand Guide has been developed to helpLiebert associates protect the equity in our brand image. Whenimplemented consistently and with care, the Liebert brandidentity reinforces the consistency of our operationalperformance. It is vital that we preserve the consistencies thathelp brand equity transfer from Liebert products, to EmersonNetwork Power, to Emerson, and back to Liebert so we can growbusiness, increase marketing efficiency and reduce costs.

As guardians of the Liebert brand, we require each associate toobserve the guidelines in this Brand Guide in order to help usachieve even greater success.

For assistance with Liebert brand signature usage,please contact:

Dawn Haskins-PowellLiebert Marketing ServicesT 614-841-6044E [email protected]

To obtain the brand signature and for additional guidelines, logosin various formats and templates, internal Liebert associates maygo to:

http://today.liebert.com/marketingservices/branding

Liebert Brand Signature

1 Logos & Colors

The brand logo (signature) is the mostimportant expression of the Liebert identitysystem. In 2005, the Liebert signature wasupdated and refined to rectify production andvisual balance issues, and optimized for jointpresentation with the Emerson Network Powerbrand signature.

The signature consists of the waterdropsymbol and the Liebert logotype. Theseelements have been carefully designed tocreate a balanced, visually appealingconfiguration even at the approved minimumsize. It is important to apply the signaturesproperly and consistently across all media tomaintain a consistent brand image.

General guidelines are as follows:p Never attempt to recreate the signature;

always use approved artwork whenreproducing the signature.

p The Liebert brand signature should alwaysbe used in its entirety as a single unit; neveruse the symbol or the logotype alone.

p The spatial relationship between symboland logotype should never be altered.

p The logotype is set with specificletterspacing customized for Liebert; neveruse any other font or type treatment for

“Liebert” in conjunction with the waterdropsymbol.

p The Liebert signature should always be usedin conjunction with the Emerson NetworkPower signature.

Liebert Brand Logo

Symbol Logotype

Signature

Registration MarkThe Liebert signature isa registered trademarkof Liebert Corporation,protected by US andinternational copyrightlaws. The ® symbolindicates this status andis required wheneverusing the signature. The® symbol has beencustomized in bothplacement and sizespecifically for theLiebert signature andshould not be altered inany manner from theexample illustrated here.

Note: all dimensions inthis guide omit the ®symbol, insteadspecifying distance fromthe edges of the actualsignature.

RegistrationMark

Clear Space and Minimum Size

Logos & Colors 2

To ensure high visibility and an unclutteredpresentation, clear space around the Liebertsignature must be preserved. Clear space isdetermined by measuring the height ofthe “L” in the logotype. A distance equal tothis height (shown as “x” in the diagramsbelow) should be kept clear on all sidesof the signature.

Signature Clear Space

Height of “L” = x

in logotype

.75" (19.05 mm)

It is important that all parts of the signatureare legible in every application. For this reason,the signatures should not be reproduced atsizes any smaller than that specified below.There are no maximum size guidelines so longas the clear space requirements are met.

Signature Minimum Size

Note that the clear space reserved above thesignature actually begins at the top edge ofthe ascender in the lowercase “b.”

Be aware that clear space is a proportionalarea and will vary depending on the size ofthe signature.

Corporate Color Palette

3 Logos & Colors

Color is an important element of our identity.The brand identity colors have been selectedto support our brand proposition and thenotion that Emerson and Liebert are squarelyat the intersection of technology andengineering. Liebert blue (same as Emersonblue) reinforces the company’s evolution froma strong historical base of success. It iscomplemented by Liebert silver (same asEmerson silver), which helps to positionEmerson and Liebert as being both prestigiousand technological.

Corporate Color Palette

As part of the Emerson brand, we will adhereto the Emerson Corporate Brand Guidelineswhen it comes to color.

Corporate colors, carefully applied, will imparta consistent look and feel to all Liebertcommunications. Never alter the formulationsof color or substitute different colors for thecorporate colors.

Pantone288 C

CMYK100

670

23

RGB0

48130

Hex003082

Signature (Logo) Colors

Liebert Blue Liebert Silver

Pantone877 C

CMYK000

40

RGB143143140

Hex8F8F8C

PantoneProcess Yellow

CMYK00

1000

Complementary Colors

Pantone116

CMYK0

16100

0

Pantone375

CMYK41

078

0Pantone

3405

CMYK85

065

0

Pantone1375

CMYK0

4090

0Pantone

1797

CMYK0

10099

4

Pantone313

CMYK100

08

13Pantone

2985

CMYK59

060

Pantone240

CMYK1894

00

Pantone242

CMYK10

1000

49Pantone

2607

CMYK84

10007

Pantone652

CMYK5025

610

Color Configurations

Logos & Colors 4

A two-color version of the Liebert signature isrecommended for use in most applications.The alternate grayscale version is intendedonly for applications in which color use isrestricted; the one-color versions are to beused for limited solid color applications.

Color Configurations

Colors should be used only in the methodsdescribed below. Do not use any other colorsor other combinations of the corporate colorsin the signature.

Two-Color SignatureThe two-color (spot color) signatureis the preferred configuration. Ifpossible, it should be applied onwhite backgrounds. If a colored orimage background is used, its valueshould not exceed 10% gray tomaintain legibility. There is a 4-color(CMYK) version of the signatureavailable for process colorapplications.

Gray-scale SignaturesThe gray-scale signature is usedwhen a second ink color is notavailable. A 40% halftone screen ofblack is used to achieve the colorshift of the waterdrop. Make sure thereproduction method being used iscapable of printing a high-qualityhalftone. If a gray or imagebackground is used, its value shouldnot exceed 10% gray to maintainlegibility.

One-Color SignaturesWhen reproduction methods do notallow for either the full color orgrayscale signatures (e.g.silkscreening or flexography), onecolor applications are preferred. Theone-color signature may be used ineither all black, all Liebert blue, orreversed to all white.

NoteWhen the signature is reversed, ason a colored or image backgroundexceeding 10% gray value, allsignature elements become white.Note that no reverse versions featurea gray waterdrop.

Grayscale on 10% gray background

Full color on 10% gray background

One color on backgrounds exceeding 10% gray

Incorrect Uses

5 Logos & Colors

Consistently correct use of the Liebert identitywill establish and maintain the strength of theLiebert product brand. Use only the approvedformats presented in this guide. Do not alterthe signature in any manner. Never alter ordistort the logo or logotype with graphictreatments.

Incorrect Uses

Identity Don’tsAlways use approvedartwork. Wheneverpossible, use the EPS fileformat. In most cases, itwill give you the bestresults.

Do not alter thelogotype by changingits proportions, typeface,or lockup positioning.

Do not alter the colorspecifications.

Never use the full colorsignature on a coloredbackground with a grayvalue greater than 10%.

Never enclose thesignature inside othershapes or forms.

JPEG and GIF formatimages are designedonly for on-screenapplications and shouldnot be used for printapplications.

Do not use division orproduct name lockupswith the Liebertsignature.

LiebertIncorrect arrangement and proportion of symbol and logotypeIncorrect typeface

Do not use the symbol alone

Incorrect proportions

Incorrect use of full color signature on background color

Do not use the logotype alone

Incorrect use of color

Incorrect use of full color signature on background image

Incorrect use in a shape

Never use the Liebert signature in conjunctionwith Argo type treatment to create a divisionname lockup or product name lockup. And,never use the Liebert logo together with atagline, i.e. “Keeping Business In Business.”

Product name lockup not permitted

UPStationGXT2

Division name lockup not permitted

Global Services

Incorrect use of low-resolution artwork

Relationship to Emerson Signature: Scale

Logos & Colors 6

When used together, the Emerson and Liebertsignatures must be maintained as separate butequal entities. Two elements reinforce theaccurate presentation of this relationship: scaleand distance. The scale relationship outlinedbelow is based solely on the height of the “E”in the Emerson logotype. It is intended to givethe two signatures equal visual (though notmathematical) balance when paired. Adheringto the scale relationship will ensure that thesignatures will complement each other in scaleand visual importance.

Relationship to Emerson Signature: Scale

Do not use the two signatures together at anyother relative scale. Do not attempt to use anyother horizontal nor vertical measurementsnor rules to scale the logos proportionately.

Note: The only exception to this rule is for usageon Liebert product manuals where the Liebertlogo is featured more prominently in the upperleft side of the front cover.

Height of “E” = zin logotype

Relative scaleWhen used together,the height of the “L” inthe Liebert logotypeshould be 120% theheight of the “E” in theEmerson logotype. Thisscale creates a visuallybalanced relationshipwhile still maintainingEmerson’s status as theparent brand.

120% z

Relationship to Emerson Signature: Distance

7 Logos & Colors

When paired, the Emerson and Liebertsignatures must maintain a minimum distancefrom each other. This relationship is based onthe unit of measure that determines clearspace for the Emerson signature, which is equalto the height of the “E” in the Emersonlogotype (“z” in the diagrams below). Theminimum distance is 15 z from the clear spaceboundary of the Emerson signature to the clearspace boundary of the Liebert signature.

Relationship to Emerson Signature: Distance

Adhering to these minimum distancerequirements for both vertical and horizontalwill ensure that each signature is viewedindependently. For most side-by-sideapplications on ads, stationery, PowerPoint,collateral and direct mail, the Liebert logo ison the left and the Emerson logo is on the right.

Note: Exceptions to this distance rule may applyfor packaging, signage, on-unit placement andon product literature and must be approved byLiebert Marketing Services.

Vertical minimumdistanceWhen used together, theminimum distancebetween the twosignatures’ clear spaces isequal to 15 times theheight of the “E” in theEmerson logotype.

The center of the Liebertsignature always alignswith the center of theEmerson helix symbol.

Height of “E” = zin logotype

15 z

Emerson clear space

Liebert clear spacesee page a.02

The center of the Liebert signaturealways aligns with the centerof the Emerson helix symbol

The baseline of the Liebertsignature always alignswith the baseline of theEmerson logotype

15 z

Horizontal minimumdistanceWhen used together, theminimum distancebetween the twosignatures’ clear spaces isequal to 15 times theheight of the “E” in theEmerson logotype.

The baseline of theLiebert signature alwaysaligns with the baseline ofthe Emerson logotype.

Typography

Logos & Colors 8

The primary corporate typeface for Liebert andEmerson is DTL Argo. The Argo type family waschosen for its clean, sophisticated appearance,its versatility and close similarity to theEmerson logotype. DTL Argo is only availablefor Macintosh-platform design applications.

Typography: Beyond the Brand SignatureApplication

A secondary typeface, Arial, was chosenbecause it complements Argo well and it isreadily available on most PCs. Liebertassociates should always use Arial for titles,headlines and body text of PowerPoint andWord documents, such as screen/printedpresentations, letters, faxes, reports andmemorandums. Consistent use of thesetypefaces will contribute strongly to preservinga unified brand image.

Primary TypefaceMac PlatformDTL Argo is the primarytypeface of Liebert andshould be usedwhenever possible. Twoweights are suggested:light, for body copy andgeneral text, and bold,for headlines andemphasis. All productand subdivision namesshould be set in Argo.Each weight includesitalics.

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

0123456789



0123456789



0123456789



0123456789


ABCDEFGHIJKLMNOPQRSTUVW

XYZ 0123456789


ABCDEFGHIJKLMNOPQRSTUVW

XYZ 0123456789


ABCDEFGHIJKLMNOPQRSTU

VWXYZ 0123456789


ABCDEFGHIJKLMNOPQRSTU

VWXYZ 0123456789

Secondary TypefacePC PlatformArial is the secondarytypeface of Liebert. Itwas selected for itsuniversal availability onPCs. All live-text letters,presentations, memos,etc. should be set inArial. Two weights aresuggested: regular, forbody copy and generaltext, and black, forheadlines and emphasis.Each weight includesitalics.

DTL Argo Light DTL Argo Light Italic

DTL Argo Bold DTL Argo Bold Italic

Arial Arial Italic

Arial Black Arial Black Italic

Product Color Palette

9 Logos & Colors

The Emerson Network Power corporate colorpalette includes a wide range of supportingcolors to be used in marketing materials andproduct literature. Several of these colors havebe utilized to define specific Liebert productsand programs, defining these programs withinthe full spectrum of both the Liebert andEmerson Network Power product categories.

Product Color Palette

Never alter the formulations of color orsubstitute different colors for the corporatecolors.

Note: Color conversions are come from the 2005Pantone Color Bridge Coated Guide, First Edition.To ensure color accuracy, please reference themost current Pantone guide.

375 C

47 / 0 / 94 / 0

AC Power / Power Protection/Integrated Cabinet Solutions

Precision Cooling

Pantone

CMYK

RGB

HTML

146 / 212 / 0

92D400

3405 C

90 / 0 / 70 / 0

0 / 174 / 101

00AE65

2985 C

60 / 0 / 4 / 0

91 / 198 / 232

5BC6E8

313 C

100 / 0 / 10 / 4

0 / 152 / 195

0098C3

Desktop UPS / Network UPS / Large UPS /Surge Suppression/Power Management /Integrated Enclosures

1375 C

0 / 45 / 95 / 0

Integrated Cabinet Solutions Monitoring & Service

Pantone

CMYK

RGB

HTML

255 / 160 / 47

FFA02F

1797 C

2 / 98 / 85 / 7

196 / 38 / 46

C4262E

Process Yellow C

0 / 0 / 100 / 0

249 / 227 / 0

F9E300

116 C

0 / 12 / 100 / 0

254 / 203 / 0

FECB00

Liebert Foundation Products Site Monitoring & Communications / Service

Branded Program / Initiative Logos

Logos & Colors 10

To create and maintain a consistent look forLiebert internal and external programs andinitiatives, a special logo treatment is available.This helps avoid the need to create logos thatare incompatible with the Emerson NetworkPower and Liebert brands, and ensures correctuse of the Liebert logo.

Branded Program / Initiative Logos

To have your program / initiative logo created,please contact Dawn Powell([email protected], 614-841-6044).

Liebert branded program / initiative logos

PERFORMANCEEXCELLENCE

Availability Assessment

Old logo Old logo

®

AvailabilityAssessment®

PerformanceExcellence

New logo-horizontal version New logo-horizontal version

New logo-vertical version

®

PerformanceExcellence

To maintain absolute consistency and tobenefit from financial economies of scale, theproduction of our stationery will be purchasedthrough a single vendor:JKG Group, Inc.1000 Clint Moore Road, Suite 201Boca Raton, FL 33487

You will be able to proof your stationery onlineand have the artwork sent directly to press.Non-Asian international division locations willbe produced through a local printer, althoughtheir information will be input and proofedonline. For the Asia Pacific CD or questionsregarding this process, please contactCorporate Marketing or your brand officer.While there may be custom items of stationeryspecific to your needs, the hierarchy betweenLiebert and the Divisional brand marks mustnot change.

Letterhead Template

Typographic StandardsNameplateArgo Light / Bold8 pt type on 9.5 pt leading

Body CopyArial12 pt type on 14 pt leading

Production NotesPrinting methods:pengraving (optional for

vice presidents andabove)

poffset lithography

Paper choices:pStrathmore Writing, 25%

Cotton, 24# UltimateWhite, Woven Finish(with Emerson privatewatermark)

pCougar Opaque, 60#,Vellum Finish, White(not watermarked)

Under no circumstances,should any other printproduction method beused to personalizestationery, such as foilstamping, embossing orthermography.

When printing onEuropean sizes, preservethe relative position of theelements to the pageedges.

Your NameYour PositionYour Department

Division NameStreet AddressCity, State, ZipCountry

T 000–000–0000F 000–000–[email protected]

Date

Recipient NameCompanyStreet AddressCity, State, Zip

Dear Recipient,

Quisque congue aliquam erat. Phasellus enim quam, posuere vel, fringilla eu, lobortis et,erat. Curabitur et ante vel mauris elementum egestas. Cras nonummy, nunc ac aliquampulvinar, arcu purus commodo risus, ut fermentum elit purus sit amet felis. Fusce iaculis,justo et auctor malesuada, massa purus lacinia justo, id viverra justo tortor adipiscingenim. Aliquam erat volutpat. Cras sit amet massa quis risus bibendum accumsan. In vitaepurus eget mauris imperdiet rhoncus.

Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Utmassa libero, eleifend in, mattis non, tempus ac, urna. Nullam eget felis. Etiam mattisfringilla lectus. Quisque nisl. Integer augue. Ut egestas, metus quis iaculis ultrices, misapien placerat massa, id mattis massa erat vel pede. Pellentesque vitae est in ligulaconsectetuer pretium. Morbi tristique pretium quam. Morbi leo.

Morbi gravida leo ac elit. Sed vel nunc cursus urna rutrum tristique. Nam aliquam portapurus. Donec venenatis convallis ante. Sed pede velit, feugiat sed, ornare imperdiet,viverra vel, risus. Donec vitae nibh ac qua.

Closing,

Your NameYour Position

1" (25 mm)

1.25" (32 mm)

2" (51 mm)

2.2" (56 mm)

6.5" (165 mm)

0.7" (18 mm)

Align center of Liebert signature withthe center of Emerson helix symbol;see page 7 in this guide for more information

Letterhead

Logo Applications 11

Liebert associates may order standard businesscards branded with both the Liebert andEmerson Network Power logos, or cards onlybranded with Emerson Network Power.

Order cards directly using the following website address: http://www.lojx.com/esp/o/login.asp?clientid=32Username: lcorpPassword: corp

Business Card Template

TypographicStandardsNameplateArgo Light / Bold7 pt type on 9 pt leading

Production NotesUnder no circumstances,should any other printproduction method beused to personalizestationery, such as foilstamping, embossing orthermography.

When printing onEuropean sizes, preservethe relative position ofthe elements to thepage edges.

0.3125"(7.9375 mm)

.75"(19.05 mm)

1.625"(41.275 mm)

1.625" (41.275 mm)

NameTitle, Functional AreaCenter of ExpertiseLocation

Emerson Network Power1234 Standard DriveCity, OH 12345Country

T (123) 456 7890F (123) 456 [email protected]

1" (24.5 mm)

.25" (6.35 mm)

Align center of Liebert signature withthe center of Emerson helix symbol

Business Card

12 Logo Applications

Facsimile and memo sheets are internallygenerated files. Liebert provides associateswith preprogrammed Microsoft Wordtemplates. To maintain the brand’s visualintegrity, artwork must never be altered inthese files.

Facsimile Template

TypographicStandardsPage HeaderArgo Bold12 pt type on12 pt leading

Address BlockArgo Light / Bold8 pt type on9.5 pt leading

Body CopyArgo Light or Arial12 pt type on14 pt leading

Production NotesFax and memo formscan be printed directlyfrom desktop laser orinkjet printers.


Facsimile

1" (25 mm)

1.25"(32 mm)

2.625" (66.5 mm)

3.875"(98.425 mm)

6.5" (165 mm)

1.75"(44.45 mm)

2.25"(57.15 mm)

Facsimile

Pages (including cover sheet):

To:

Company:

Fax Number:

Date:

From:

Comments:

Division NameStreet AddressCity, State, Zip

T 000-000-0000F 000-000-0000


Intra-Company Memo

Facsimile and memo sheets are internallygenerated files. Liebert provides associateswith preprogrammed Microsoft Wordtemplates. To maintain the brand’s visualintegrity, artwork must never be altered inthese files.

Intra-Company Memo Template

TypographicStandardsPage HeaderArgo Bold12 pt type on12 pt leading

Address BlockArgo Light / Bold8 pt type on9.5 pt leading

Body CopyArgo Light or Arial12 pt type on14 pt leading

Production NotesFax and memo formscan be printed directlyfrom desktop laser orinkjet printers.


1" (25 mm)

1.25"(32 mm)

2.625" (66.5 mm)

3.875"(98.425 mm)

6.5" (165 mm)

1.75"(44.45 mm)

2.25"(57.15 mm)

Intra-CompanyCorrespondence

To:

From:

Date:

Subject:

Division NameStreet AddressCity, State, Zip

T 000-000-0000F 000-000-0000


As presentations are integral to our day-to-daywork, we have created one white backgroundtemplate to provide for different presentationstyles of types of information.

No other template can be used for internal orexternal presentations. There are no otherdepartment-specific templates allowed.

The only exception is Powerpoint templatesdesigned to match specific sponsored events,which are branded using the event’s own lookand feel. It is recommended that logos beremoved from slides where the informationexceeds the live area provided on the template.All text is in weights and sizes of Arial.

PowerPoint Template

TypographicStandardsTitle SlideHeadline: 40 pt ArialColor: PMS 288(use RGB colorconversions found in thechart on page 3 of thisguide)

Subhead: 28 pt ArialColor: Black

SlideHeadline: 32 pt ArialColor: PMS 288

Body: 28 pt ArialColor: Black

Production NotesThe only permittedversion of thepresentation format hasa white background.

In isolated cases wherechart or slideinformation exceeds thelive area of the slide, it ispermissible to removethe signature andgraphic elements fromthe slide.

PowerPoint


Print Literature and Collateral

AC PowerConnectivity

DC Power

Embedded PowerInbound Power

Integrated Cabinet Solutions

Outside PlantPrecision Cooling

Site Monitoring and Services

Emerson Network Power.The global leader in enabling business-critical continuity. EmersonNetworkPower.com

Liebert uses a standard structure and processfor creating and producing marketingcommunications programs, projects andother executables including literature,interactive web sites, print and interactiveadvertisements, white papers and casehistories.

All locally-created marketing communicationsvehicles should be reviewed and approved by

the Emerson Network Power brand officer andLiebert Marketing Services to ensure theysupport and reflect the Emerson and Liebertbrand messages, and that they result inmaximum impact.

For more direction concerning literature,collateral and advertising, please refer tothe Emerson Network Power BrandConsistency Kit.

Print Literature & Collateral

White Paper TemplateIn all signatureapplications, preservethe minimum distance,alignment, andproportionrequirements asillustrated on page 7 ofthis guide.

A White Paper from the ExpertsIn Business-Critical Continuity

Title Goes HereKeep it to One or Two Lines


Packaging

These guidelines are designed to help usdeliver on Liebert’s brand promise andstrengthen the consistency of Liebert’s visualexpression through a clear and coordinatedpackaging strategy and system. Consistentuse of logos and designs will ensure that allproducts packaged under the Liebert andEmerson brand names will visually representa cohesive family of products regardless ofconfiguration, product type or distributionchannel.

Packaging puts a face to the name of a brandand distinguishes a brand from the clutter on

shelf. For distributors in the back of the store,a clear and easy-to-navigate packaging systemdrives efficiency and saves precious time andmoney. For contractors in the front of store, aconsistent packaging design reinforces thebreadth of the Liebert brand and positionsLiebert and Emerson as comprehensivesolutions providers.

Liebert typically employs three types ofbranded packaging: labels, large box and smallbox.

For more specific guide lines on packaging,please refer to the Emerson PackagingGuidelines (2004).

Packaging Design

BoxesFor exact guidelines,please see the EmersonPackaging Guidelines.

LabelsFor exact guidelines,please see the EmersonPackaging Guidelines.

white chipboard front-of-store box corrugated warehouse box

horizontal label with brand band

horizontal label

vertical label with brand and color bands

LabelsFor exact guidelines,please see the EmersonPackaging Guidelines.


OEM Vendor Packaged Products


For OEM vendor / supplier parts andcomponents that are rebranded or cobrandedas Liebert products or solutions, apply boththe Liebert and the Emerson Network Powerlogos using the correct proportions outlinedin this guide.

For on-product placement of productsmanufactured/assembled by Liebert, theLiebert logo (“waterdrop” mark) is not allowed.Only use the full product name (beginning with“Liebert”) in all-text Argo font together withthe Emerson Network Power logo, in thecorrect proportions.

OEM Vendor Packaged Products

Vehicle & Signage


cab

Emerson Network Power and Liebert trucksand service vehicles need to employ a standarddesign. Please contact the divisional brandofficer for specific directions and guidelines.

Vehicles

cab and trailer

trailer side and back

All on-building signage and monument signsshould reflect a consistent design. All EmersonNetwork Power divisions will use a singlesignage company for external signage:

ASI / ModulexAttn: Steve [email protected]

Building Signage

Messaging

To deliver a consistent voice to customers andthe marketplace, we need to say the samethings about our company and brands. Pleaseuse these words when describing EmersonNetwork Power and Liebert.

Our Mission

Emerson Network Power’s mission is to be theworld’s landmark for protection and continuityfor information systems and networkinfrastructures as well as data centers andother mission-critical installations. It’s ourcommitment to help those businesses whowant to strengthen their own position in theworld’s marketplaces to succeed.

Emerson Network Power Vision

Smart anticipation of our customers’ rapidlychanging business environments makesEmerson Network Power the singular choicefor best-in-class technologies and integratedpower solutions worldwide.

Emerson Network Power, the global leader inenabling Business-Critical Continuity™, servesthe needs of telecommunications networks,data centers, health care, and industrialfacilities worldwide with a full spectrum ofreliable power and cooling solutions. EmersonNetwork Power solutions bring togetherindustry-leading technology brands in powersystems, connectivity, embedded power,outside plant, precision cooling andmonitoring and service, including Liebert, Ascoand Astec. Liebert solutions employ the LiebertAdaptive Architecture—a design philosophy,an engineering approach and a promise thatwill reduce costs and increase availability andflexibility today and for years to come. Formore information on the full range of solutionsfrom Emerson Network Power, visitwww.emersonnetworkpower.com.

Messaging Boilerplate message

Message hierarchy

Design PhilosophyLiebert

Strategic Product BrandLiebert

Business PlatformsEmerson

Network Power

EmersonCorporate

Consider It Solved.

The Global Leader in EnablingBusiness-Critical Continuity.

Liebert solutions & technologiesdeliver complete protection for

mission-critical applications.

Liebert Adaptive Architectureis a design philosophy, an

engineering approach and apromise.

Messaging 20

The Liebert product naming guidelinesleverage the Emerson Network Powerguidelines. The “Liebert” name should alwaysbe placed at the forefront, to maximizeproduct brand equity. The naming guidelinespolice a proper naming processes and usage,for a more consistent go-to-market approach.

Naming guidelines provide a structurednaming architecture, while also permittingflexibility for product line extensions and futuregrowth.

p Existing names can be grandfathered byplacing them into a broader namingcategory as Liebert segues to this newapproach.

p The guidelines refocus naming conventions,because past Liebert names have been amix of Descriptive, Suggestive, andAlphanumeric, and various mixedcombinations such as Alphanumeric/Descriptive (i.e., Direct Read PanelsLDS-750), and Alphanumeric/Suggestive (I.e., OpenComms OC-DO).

Product managers should plan to integrate theproduct naming strategy with their hierarchyof product families going forward, andestablish a map/matrix for naming likeproducts within their given categories.

Objectives

Objectives & Rationale

The guidelines contained here provide aconsistent naming architecture with specificdirection for developing product names withinall Liebert business units. This will help growequity in the Liebert strategic product brand,and therefore transfer strong equity toEmerson Network Power.

The Liebert naming strategy detailed hereinpertains to existing and new products /features:p Standalone productsp Product Components / Featuresp Bundled-line Family productsp Co-branded product names

Existing product names must migrate to theLiebert product naming schema as time andresources permitand at given entry points, i.e.:p New business opportunitiesp Upgraded product versionsp Product re-releases

Rationale

21 Product Naming Guidelines

Our naming strategy provides a roadmap forfuture naming. It builds from and leveragesthe broader Emerson Network Power namingguidelines, and reinforces our overall brandpositioning and messages.

More importantly, by eliminating disparateproduct brands and off-brand names, itsimplifies and synergizes brand recognitionand choice for our customers, and makesEmerson Network Power and Liebert easier todo business with.

The naming guidelines apply to productsmanufactured, marketed and distributed in allworld regions, including North America, LatinAmerica, EMEA and Asia Pacific. This helpsreinforce the perception that solutions arecoming from a single source instead ofmultiple disparate divisions.

Finally, the naming guidelines allow us to applyinternal and marketing resources moreeffectively by providing a consistentframework and approval process.

Global Strategy

Global Strategy & Steps

1. Understand Review and understand the Liebert naming guidelines.

2. Initiate Contact Liebert Marketing Services (Dave Crago, [email protected], 614-841-5798) at Phase 1 of the New Product Development Process (no later than Business Plan and Program Definition – Preliminary Design). Fill out the “Product Name Application” form and submit it to Dave Crago.

p Product names may be initially researchedand nominated by product managers.

p Engage Marketing Services by contactingat least 6-12 months in advance of theplanned product launch.

p Submit any and all potential andrecommended product names to MarketingServices for consideration.

3. Name The final product name is reviewed and approved by the Liebert Product Naming Committee. The Naming Committee has the authority to designate and approve any names that deviate from the standards explained herein. Any required trademark registration will be managed by Liebert Marketing Services (Contact Don Grey, Liebert Dearborn, [email protected], 614-841-8163).

4. Communicate The final approved name is recorded in the New Product Development Process documentation and communicated by the Product Manager to interested parties on the development, marketing, sales, and production teams. No unofficial project name should be used after Phase 1 of the New Product Development Process.

Four Steps to Product Naming

Product Naming Guidelines 22

Final product names are reviewed andapproved by the Liebert Product NamingCommittee. The Liebert Product NamingCommittee comprises these managers:

p Dick Pulse – Liebert Dearborn,[email protected], 614-841-5778

p Fred Stack – Liebert Dearborn,[email protected], 614-841-6916

p Stefano Mozzato – Emerson NetworkPower Italy, [email protected],+39-049-971-9241

p Russell Perry – Emerson Network PowerHong Kong,[email protected]

p David Joy – Liebert Delaware, [email protected], 614-841-5561

Product Naming Committee

Product Naming Committee

The product naming committee has theauthority to designate and approve any namesthat deviate from the standards explained inthe product naming guidelines.

The product naming committee eliminatesthe need for subjective “voting” by multipleinternal individuals for new product names.


Using Liebert in Product Names

The name “Liebert” should always precede aLiebert product name. This helps reinforce andstrengthen our market position, enhancessearch engine visibility, and helps avoid thechance of trademark infringement claims.

In market-facing communications, you mustrefer initially to Emerson Network Power asthe source brand for Liebert-branded products,i.e., “Liebert products from Emerson NetworkPower.”

Using Liebert in Product Names

Incorrect Product Naming

SOURCE: Trademarks and Related IntellectualProperty, prepared for Liebert Corporation, J.K.Sandy Mueller, Jr., Esq.; Mueller and Smith, L.P.A.,January 12, 2005.

Liebert is reliable equipment.

Correct Product Naming

Liebert equipment is reliable.


Liebert’s equipment;Liebert’s products


Liebert equipment;Liebert products


Lieberts are well-craftedair conditioners.


Liebert air conditionersare well-crafted.

Product NamingAlways use “Liebert” asan adjective, to modifythe good to which itapplies. Never use it as anoun, in the possessivevoice, nor plural.

Always use “Liebert” inboth internal and publicdocuments andcollateral.

The first reference toLiebert whether onproduct or in collateral,whether logo or text,should always include the®, as it is a registeredtrademark.


Naming New Products

New product names – whether standalone orbundled – should employ a 2-or 3- characterAlphanumeric / Acronym style descriptorpreceded by the strategic product brand“Liebert”.p The first character must be alphabetic based

on product family (segment class), theremaining 2 characters are either alphabetic,or alphanumeric.

p Examples, written format: Liebert A12,Liebert BC3, Liebert D4

The given alphanumeric name can be basedon one of 3 rationales (ranked here bypreference):1. A Strategic / Suggestive name based on words that help position or differentiate the product (i.e., Liebert NX indicating “Next Generation”; Liebert XD indicating “X-treme Density”).2. An Acronym-based name, based on the Descriptive or Strategic/Suggestive lengthier product description.3. A Random / Linear name based on available alphanumeric characters in the product line.

Naming New Products


New product names will be followed by 2-4word product category descriptors uponfirst mention in any given application (I.e.,brochure, web page). Descriptors should bewritten in lowercase letters so as not to beconstrued as part of a lengthier official productname.

Code / project names may only be used inLiebert internal conversations; never incustomer-facing communication.p Begin the naming process no later than the

beginning of Phase 1 of the New ProductDevelopment Process.

p Avoid growing acceptance for internalproject names through heavy usage andcommunication.

p Clearly communicate to internal audienceshow the naming rationale fits the namingarchitecture and how any complementarydescriptors will be used.

Liebert DS Precision Cooling Solution

Liebert SND Surge System

Liebert NX Network UPS

Liebert PST Desktop UPS


Liebert DS floor mount precisioncooling solution

Liebert SND series surgeprotection solution

Liebert NX network UPS

Liebert PST desktop UPS


Applying Product Names

These guidelines specify how product namesshould visually appear when placed on a unitor control. For direction regarding placementof product names on product units (inconjunction with the Emerson Network Powerlogo), please refer to the guidelines on Page 9for direction.

When using product names in text such aswithin documents, memos, web sites, etc.,the product name descriptor should be writtenin equally-weighted text with a space between“Liebert” and the alphanumeric name. Do notuse superscript or subscript text anywhere inthe product name.

Marketing Services (Dawn Powell,[email protected], 614-841-6044)can provide logo files in both low resolutionand high resolution standard graphic formats(JPEG, TIF, EPS, etc.).

p Do not use the “waterdrop” mark of theLiebert logo together with the productname.

p The product name should appear with “Liebert” in Argo DTL Bold font (Pantone

288 blue) and the alphanumeric productdesignator in Argo DTL Light font(Pantone 877 silver).

p Where the product name is applied on agray-colored unit or control, either all-white,all-blue or all-black can be employed toenhance the contrast.

p Where the product name is applied on ablack-colored unit or control, employall-white or all-silver fonts.

p Where color is not available to be applied,the entire product name should beexecuted in black.

p When the alphanumeric product name istwo or three alphanumeric characters inlength, place the name on the samebaseline together with the Liebert name.

p Where the alphanumeric product name islonger than 3 characters, place itunderneath the Liebert name. Both wordsare then left-justified.

p Do not use model numbers together withthe product name on units or controls.


Applying ProductNamesPlace names longer than3 characters on 2 lines.

Place 2-3 characternames on same line.

Relative scaleThe height of thealphanumeric productdesignator should be42% the height of the “L”in the Liebert logotype(i.e., if the “Liebert”logotype is 34 point,then the alphanumericproduct designatorneeds to be 10 pointsless than the “Liebert”size).

Horizontal and verticalspacing between theLiebert logotype and thealphanumeric productdesignator should be 1/2the height (shown as “x”)of the capital letter of thealphanumeric productdesignator.

®

Hiross HM

® NXIncorrect Product Naming Correct Product Naming

®

NX


®

NX


Horizontalspacing =50% of x

Verticalspacing =50% of x



For on-unit applications,please includeproduct-specific names on the bezels, skins orcontrol units. Product names (i.e. Liebert DS,Liebert NX) may also be included in all-textonly on the back, inside, on nameplates, oranother less visible position on the unit. Thepreferred placement is Liebert signature left,Emerson right, for side-by-side applications.For vertical applications, the preferredplacement is Emerson top, Liebert bottom.Be sure to center and align the logos verticallyas shown on page 7. Never place the logosflush left or right.

When using all-white, all-silver, all-blue orall-black logos and product names, use the lineart (solid) version of the Emerson NetworkPower logo.

This configuration is intended to serve as aguideline, and be followed whenever possible.Given the variety of product configurations,however, situations will arise that challengethe feasibility of the defined guidelines. Whensuch situations occur, variations to theguidelines may be necessary. In such cases,contact:


On-Unit Product Naming / PlacementTemplate

Production NotesIn all signatureapplications, preservethe minimum distance,alignment, andproportionrequirements asillustrated here.

NX

NX


Rena ming Existing / Legacy Products & Components

Liebert products are numerous and varywidely. It is up to the product manager andproduct division to specify naming schemasfor given products and product lines. It is theresponsibility of each business unit to providea consistent roadmap to product naming,encompassing a logical structure for namingnow, and in the future.

Existing Liebert products having names inuse can continue to use their currentDescriptive / Suggestive / Alphanumeric style,but attempts should be made to migratenames to the new product naming standards(Alphanumeric) at the product manager’searliest convenience.

Renaming Existing / Legacy Products &Components

As holds true for new product names, existingproduct names should always be followed bya relevant 2-4 word product categorydescriptors upon first mention in a given piece.Descriptors should be written in lowercaseletters so as not to be interpreted as being partof an official product name.


Naming Product Features / Components

Branded product component names shouldbe employed on a highly selective basis. Liebertwill continue to employ Suggestive namesselectively so as to help convey a feature’sunique and differentiating qualities. Examples: Paradenser®, iCOM®, Multilink®, etc.

Please request trademark protection (DonGrey, Marketing Services,[email protected], 614-841-8163) forbranded component names, to ensuremaximum legal protection. Liebert MarketingServices will initiate formal trademark searchand registration (listing all countries whereregistration is desired for marketing/selling/distribution).

All product names for which trademarkregistration is sought must appear on theproduct and/or the packaging. Evidence of usemust be included with the trademarkapplication filing.

Naming Product Features / Components

Rights in the trademark accrue at the time themark is first used on the goods and suchmarked goods are shipped in commerce.Valuable nationwide trademark rights accruefrom the date of filing of a trademarkapplication, providing greater length-of-useprotection.

Until the product component name is formallyregistered with the federal trademark office(s),a superscript “TM” should be used followingthe name upon first mention in a piece. Onceverification of registration is received, thecircled “R” should be used instead.


Business-Critical Continuity, Emerson Network Power and the Emerson Network Power logo are trademarks and service marks of Emerson Electric Co.©2006 Emerson Electric Co.

EmersonNetworkPower.com

Services

Site Monitoring

Surge & Signal Protection

Outside Plant

Power Switching & Control

Precision Cooling

Embedded Computing

Embedded Power

Integrated Cabinet Solutions

AC Power Systems

Connectivity

DC Power Systems

Emerson Network Power.The global leader in enabling Business-Critical Continuity™.

For assistance with these product naming guidelines, please contact:


To obtain the brand signature and for additional guidelines, logos invarious formats and templates, internal associates may go to:

http://today.liebert.com/marketingservices/branding

Liebert Global Brand Guide Sept0613

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