SAP TRADESHOWS, EVENTS, PRESS CONFERENCES

Transcription

1 SAP TRADESHOWS, EVENTS, PRESS CONFERENCES

2 INTRODUCTION 15.2 SAP participates in several types of events SAP-hosted events, industry tradeshows and SAP press conferences. The objective for all events is to showcase the SAP brand or its products in a unique environment, and to communicate key messages to our target audiences, including: customers and prospects, partners, the press, investment analysts, investors, and potential employees. There are many benefits to hosting or participating in events, most importantly; they are an opportunity to generate business leads, they can provide our target audiences the opportunity to evaluate SAP along side our competition; and, they build SAP brand awareness. For all events, it is critical that the SAP brand is presented accurately to maintain a consistent brand image among the many SAP constituencies. This section has been developed to provide guidelines for effectively using SAP brand assets Corporate logo, tagline, colors, imagery in an event environment. SAP-Hosted Events are those that are fully SAP produced or sponsored; SAP selects the event theme, venue, timing and guest list; the entire event is crafted to meet SAP business objectives. These events may target a global or local audience, and can vary in size from fifty registrants to several thousand. For example SAPPHIRE is a global SAP-hosted event lasting several days with thousands of participants from various industries, where as an SAP Information Day or Solution Day is generally an industry specific event limited to one day with fewer than one hundred guests. Road Shows, similar to Information Days, involve traveling the same event to a series of destinations over a scheduled period. A few examples of SAP-hosted events include: SAPPHIRE The premier SAP -hosted event designed to introduce new corporate initiatives, e-business solutions, products and services to C-level executives and e-business managers. TechEd The technical event, offering hundreds of sessions that provide hands-on technical experience for IT professionals, MIS managers, systems administrators, developers and architects. FKOM A Field Kick-off Meeting provides an opportunity for sales teams to exchange best practices and tools for selling and to motivate for the coming year. To learn about other global or local, SAP-hosted events visit to search the SAP event database.

3 INTRODUCTION 15.3 Tradeshows are industry events that SAP participates in, but does not host. Typically, the SAP Marketing Manager arranges for purchase of exhibit space from event organizer where it can showcase the SAP brand and demo products to show attendees. SAP participates in many tradeshows annually, some examples include: DCI-CRM National Manufacturing Week E Government Supply Chain World NEXPO ICCM ADICS National Retail Federation Gartner IT Symposium To learn more about other SAP tradeshow involvement visit to search the SAP event database for tradeshows. Press Conferences are events organized to deliver news and key messages to specific audiences, usually the press, the financial community, customers and prospects. For more detailed information on press conferences see page

4 OVERVIEW 15.4 Creating a Branded Environment To present the SAP brand in the best light, it is imperative that every element of the environment for an event or tradeshow be thought through carefully. From the Corporate logo placement, to the carpet, to banners and the reception counter, every element should coordinate to create a cohesive environment and SAP brand image. The following pages provide general guidelines and examples for reference, however, not every event size or situation is addressed here. For specific questions please branding@sap.com. General Appearance consider the general appearance of the SAP space during an event. Avoid leaving boxes, water bottles, computer cases, purses, and so on in plain view. There should be ample storage to stow these items. Take care to properly route and conceal computer cables, power cords, IT/modem lines, and so on. Poor cable management is visually distracting and detracts from the professionalism of an event environment. The SAP event area should be entirely representative of the SAP brand and the software and related services SAP sells. Cute giveaways or kitschy items, while attention grabbing, are not in line with the SAP brand image. Storage should be part of the event design process, not an afterthought. Typical items that require storage include personal items for staff (purses, laptop cases, and so on), collateral, promotional items (only a limited number should be displayed on countertops at one time). Reception Counter Theater and Demo Pods Carpet use padding under carpeting whenever possible, for comfort and to conceal undercarpet cabling. Choose a low pile, solid color or muted pattern. Plants the use of plants within an SAP environment should be limited. Plants may be used within lounge-type areas, or a simple floral arrangement may be used on a reception counter, however, they should reflect the forward-thinking attitude of SAP. Plants should never be used to conceal cables, wires, boxes, etc. that have not been properly stowed. Lighting when hanging the SAP logo or logo with tagline, they should be front-lit with white light for maximum impact, budget permitting. Presentation Theater Demo Pods

5 EVENT LOGOS 15.5 For SAP-hosted global events, Event logos have been created. Shown here are examples from SAPPHIRE and TechEd. Event logos such as these may only be produced with permission from the Branding team in Global Marketing For SAPPHIRE & TechEd logo guidelines please refer to Chapter 5 SAP Brand Tree (All Other Logos). 2/3 X X 2/3 X SAPPHIRE SAPPHIRE SAP Event Logo safety margins TECHED The logo requires a safety margin of 2/3 the height of the logo. No type or graphics may invade this buffer zone. These margins apply to standard applications only. Refer to page 15.7 for large scale safety margin. SAPPHIRE 0.5" 12.7 mm SAPPHIRE With permission from the Branding team in Global Marketing, follow the diagram above to create a new SAP Event logo. Event names are set in SAP Folio Bold, all upper case, using SAP Gray. The cap height of the event type is equal to the cap height of the letters SAP in the logo. The event name aligns with the right edge of the Corporate logo. Color values for SAP Blue and SAP Gray can be found on page SAP Event Logo The minimum size for an SAP Event logo is based on the minimum size for the Corporate logo. The width of the SAP logo should be reproduced no smaller than 0.5" or 12.7 mm.

6 EVENT LOGOS CORRECT USAGE 15.6 SAPPHIRE Logo Special SAPPHIRE Logo Example Introduction To ensure correct and consistent usage of our conference event name and to avoid any trademark violations, please adhere to these Correct Usage Guidelines. Also, please ensure that our conference vendors and contractors are familiar with these Guidelines and adhere to them as well. Quick Reference Correct SAPPHIRE 04 SAPPHIRE 04 Orlando SAPPHIRE 04 is the most commonly used version. However all versions mentioned above may be used, if necessary. Incorrect SAP s SAPPHIRE SAP TM SAPPHIRE SAPPHIRE 2004 SAPPHIRE SAPphire SAP Phire SAP-PHIRE SAP PHIRE 2004 SAP SAPPHIRE Trademark SAPPHIRE is a registered trademark of SAP. In published documents, the first usage should include the registered trademark symbol ( ) following SAPPHIRE. Correct Case and Spacing In addition, SAPPHIRE must always appear as one (1) word (no hyphen, no space, all caps). SAP-PHIRE, SAP PHIRE, and SAPphire are all incorrect. Year The two-digit year should be included with the conference name, i.e. SAPPHIRE 04. Use of the four-digit year (SAPPHIRE 2004) is incorrect. The year must never precede the conference name. One (1) space must exist between the conference name and the year. The apostrophe preceding the two-digit year must bow to the right. This is an example of a special SAPPHIRE logo. We update this special logo every year for use in promoting the event (please see Examples section on page ). Guidelines The Event 04 Logo is designed with the correct isolation area around the SAP Event corporate treatment. Within the Adobe Ilustrator EPS file is an invisible box around this treatment, for use as a guideline. The SAP Event corporate treatment should reside over white, and should NOT have its isolation violated by any object or treatment. This invisible box will help maintain the required isolation during layout. The Logo seen above can be used for any applications. However, this is not a rubber stamp Logo, and the 04 and corporate logo may be separated. For example, the large 04 may be enlarged and screened (using a screen of PMS Cool Gray 7) to be used as a background for typography, leaving the SAP Event treatment as a signoff. When using the 04 as a screened background graphic, it should not be any darker than 30% PMS Cool Gray 7, or 15% black. At all times, care should be taken to ensure the integrity of the original logo. The correct isolation, spacing and usage will keep the Logo s use on-brand. The need will arise for the corporate tagline to be used in place of the SAP Event Logo. At no time should the corporate tagline and corporate SAP Event Logo be used on the same document. The 04 treatment, however, may be used as a screened background graphic with the corporate tagline. Isolation rules for the tagline still apply, and may NOT be violated. When the corporate tagline is used, the Event title example: SAPPHIRE 04 should be typewritten in SAP Folio Extra Bold.

7 EVENT LOGOS CORRECT USAGE 15.7 Application Please apply these Guidelines to all external communication and published materials. External communication and published materials include, but are not limited to: Registration letters, faxes, and s Registration agency outgoing voic messages Housing letters, faxes, and s Housing agency outgoing voic messages Transportation letters, faxes, and s Travel letters, faxes, and s Partner and exhibitor materials, letters, faxes, and s Partner sponsorship materials, letters, documents, faxes, and s Exhibitor manual documents and forms Scope of works Request for proposals Press releases Public relations documents and correspondence Correspondence with press and analysts Speaker letters, faxes, and s Event surveys and questionnaires SAP SAPPHIRE 04 website Event references on SAPNet, both internal and public websites Event references on SAP Labs websites, both internal and public Event references in SAP publications, e.g. SAPWorld, SAPerspective, and sapinfo Event references in the SAP Education and Training Catalog Event advertisements and listings in SAP Insider and SAP Professional Journal Logos The official SAPPHIRE 04 logos can be found on SMART to download the electronic format of your choice. Questions If you are unsure of correct usage or have any questions about these Guidelines, please send an to:

8 EVENT LOGOS CORRECT USAGE EXAMPLES 15.8 Brochures Website usage

9 EVENT LOGOS CORRECT USAGE EXAMPLES 15.9 Banners Directional Sign

10 15.10 SAP TRADESHOWS AND EVENTS EVENT LOGOS CORRECT/INCORRECT USAGE EXAMPLES Advertising Look Posters/Banners

11 EVENT LOGOS CORRECT USAGE SAP TechEd Logo Special SAP TechEd Logo Example Introduction To ensure correct and consistent usage of our conference name and to avoid any trademark violations, please adhere to these Correct Usage Guidelines. Also, please ensure that conference vendors and contractors are familiar with these Guidelines and adhere to them as well. Quick Reference Correct SAP TechEd 04 Las Vegas SAP TechEd 04 SAP TechEd 04 Las Vegas SAP TechEd 04 Incorrect SAP s TechEd SAP TechEd '04 TechEd 04 TechEd 2004 Tech-Ed Tech Ed Tech Ed TechED Teched 2004 SAP TechEd This is an example of a special SAP TechEd logo. We update this special logo every year for use in promoting the event (please see Guidelines section on page 15.16). Trademark SAP must always precede TechEd. TechEd alone is a trademark violation. In published documents, the first usage on any printed page or any webpage should include the registered trademark symbol ( ) following SAP. One (1) space must exist between SAP and TechEd. SAP is a registered trademark and must never be used in a possessive form, i.e. use of SAP s is incorrect. Correct Case and Spacing Within SAP TechEd, the TechEd portion must always appear as one (1) word (no hyphen, no space) with the second E capitalized. Tech Ed, Teched, TechED, and Tech-Ed are all incorrect. Year Preferably, the two-digit year should be included with the conference name, i.e. SAP TechEd 04. Use of the four-digit year ( SAP TechEd 2004 ) is incorrect. The year must never precede the conference name. One (1) space must exist between the conference name and the year. The apostrophe preceding the two-digit year must bow to the right. Word Division The abbreviated conference name (SAP TechEd 04) should be treated as one (1) token rather than three separate words. Avoid breaking the conference name between lines whenever possible.

12 EVENT LOGOS CORRECT USAGE Application Please apply these Guidelines to all external communication and published materials. External communication and published materials include, but are not limited to: Registration s, letters, and faxes Registration agency outgoing voic messages Housing s, letters, and faxes Housing agency outgoing voic messages Transportation s, letters, and faxes Travel s, letters, and faxe Partner and exhibitor materials, s, letters, and faxes Partner sponsorship materials, s, letters, documents, and faxes Exhibitor manual documents and forms Scopes of work Request for proposals Press releases Public Relations documents and correspondence Correspondence with press and analysts Speaker s, letters, and faxes Event surveys and questionnaires SAP TechEd 04 website Event references on SAPNet, both internal and public websites Event references on SAP Americas Now website Event references in SAP publications, e.g. SAPWorld, and SAPINFO Event references in the SAP Education & Training Catalog Event references in SAP University listings Event advertisements and listings in SAP Insider and SAP Professional Journal Logos The official SAP TechEd 04 logo is available in EPS, GIF, and JPEG formats for your use. Please contact our conference creative director, Noelle Fischer. Noelle Fischer Creative Director, SAP TechEd Americas SAP Labs, LLC Questions If you are unsure of correct usage or have further questions about these Guidelines, please contact the conference program manager Diane Gottheiner. Diane Gottheiner, CMP Program Manager, SAP TechEd Americas SAP Labs, LLC

13 SAP CORPORATE LOGO AND TAGLINE USAGE Event environments offer many opportunities for presenting the SAP identity creatively. However it is important to always maintain a consistent brand presentation, following are some general guidelines for presenting the SAP logo and tagline: ensure that the logo and tagline are prominently displayed, hanging or suspending them above an event space often achieves the best visibility. use the SAP Blue version of the Corporate logo whenever possible, the SAP Gray logo may be used as an alternative in limited situations the Corporate tagline may appear in white or silver (an exception to standard tagline usage rules which require the tagline to appear in SAP Gray with the SAP Blue Corporate logo). This exception has been made because SAP Gray is often used as a background color in event environments requiring the tagline to appear in white as illustrated to the right. use the Corporate logo and tagline as opposed to just the logo when ever possible. budget permitting, illuminate the logo with tagline for maximum impact For all other Corporate logo and tagline applications see Chapters 3 and 4 for acceptable background and tagline color options.

14 SAP CORPORATE LOGO AND TAGLINE USAGE An alternate version of the Corporate logo and tagline lockup has been created to maintain the proper visual balance between the two elements in large-scale applications. A large-scale version of the stacked logo and tagline is not needed as this lock-up enlarges more proportionately. 1/3 X X Large-scale SAP logo and tagline Use large-scale version when SAP logo exceeds 6" in height. 1/2 X 1/2 X X 1/2 X 1/2 X X Safety Area for Large-scale SAP logo and tagline A safety area around the Corporate logo and tagline is required. This safety area must be free of graphic elements or text. For tradeshow and event applications, that require large-scale presentations of the SAP Corporate logo and tagline, the safety area is different than that for print applications (see page 15.5). As exhibited here, the safety area is measured by 1/2 the height of the SAP logo.

15 SAP CORPORATE LOGO AND TAGLINE USAGE Dimensional logo and tagline Visual impact is essential when branding event environments. 3-dimensional treatments of the SAP logo and dramatic lighting are ways to achieve this. When dimensional letters are used, the thickness should be proportional to the height of the letter. This may be dictated by substrate material used (i.e. 1/4" Syntra). For budget considerations, the may be left off of 3-dimensional treatments of the SAP logo. SAP legal has allowed the to be left off when production of the would incur incremental costs. Material Recommendations: Typically signage materials for displaying the SAP Corporate logo, or the logo and tagline three-dimensionally include aluminum, acrylic, Syntra, Gatorfoam, signfoam, etc. Always choose materials based upon the proximity of the viewer to the finished installation. If the sign can be viewed within a few feet, use the best quality material possible. For large-scale signs that are ceiling mounted, for example, the use of sign foam or Gatorfoam may be acceptable. When hand or machine constructing the Corporate logo and tagline, materials should be matched and finished to provide the cleanest appearance. The Corporate logo should have a smooth, painted finish in SAP Blue. The S-A-P letters may be generated by computer-cut vinyl, or dimensional cut letters in 1/8" or 1/4" thick Syntra, depending on the overall size of the finished logo 1/8" is suitable for letters up to 24" high, use 1/4" for larger letters. The SAP tagline type is typically fabricated from white Syntra, however, in certain cases aluminum finished letters may be used. Please note that usage of the 3-dimensional SAP logo is restricted to 3-dimensional signage. It is not to be used on any printed communicated materials.

16 COLOR USAGE Color plays a critical role supporting the SAP brand at events and tradeshows. For each event a color scheme should be developed. Colors chosen from the SAP Event color palette can be used together to create a theme for an event. Typically no more than 4 colors should be used for one event, although additional colors may be used for color coding or designating specific areas. Colors used must complement SAP brand colors, blue and gray. The colors in this palette have been chosen to best represent SAP and should be used whenever possible. SAP Gold should only be used as a highlight or complement color, and should never be used for type on signage or banners because it doesn t read well from a distance. It s more appropriate as an accent color. For tradeshows and events where substrates vary, it is very important to ensure that the SAP Corporate colors are matched regardless of the reproduction method. Corporate Color Palette SAP Color PANTONE Color PANTONE 280 PANTONE Cool Gray 7 Color Scheme 1 Color Scheme 2 Event Color Palette SAP Color PANTONE Color PANTONE 130 PANTONE 153 PANTONE 1815 PANTONE 262 PANTONE 457 PANTONE 5265 PANTONE 5483 PANTONE 550 PANTONE 5815 PANTONE 582 PANTONE 617 PANTONE 626 PANTONE 646 PANTONE 666 PANTONE 696 PANTONE 722 Color Scheme 3 Shown here are examples of color schemes that work well together, and could be used on banners, directional signage, or to color code event areas. In lieu of the SAP color palette specified, you may use the PANTONE colors listed, the standards for which are shown in the current edition of the PANTONE Formula Guide. PANTONE is a registered trademark of Pantone Inc. The colors shown on this page and throughout this manual have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. PANTONE is the property of Pantone, Inc.

17 COLOR USAGE Using Syntra for SAP events When using Syntra as with all other materials, matching SAP brand colors is crucial to the success of the presentation. Syntra colors Standard White and Standard Gray can be used for SAP White and SAP Gray. All other colors of Syntra should be specifically matched to SAP Event color palette colors. When a more durable surface is needed, use the following plastic laminate matches: Matching SAP Color PANTONE Color Laminate Color PANTONE 117 ABET 470 PANTONE 130 Pionite SY913-S Forsythia or Formica Sunlight PANTONE 153 ABET 891 PANTONE 187 Wilsonart D Hollyberry PANTONE 1815 ABET 435 PANTONE 208 Wilsonart D15-60 Wineberry PANTONE 262 ABET 424 PANTONE 5265 ABET 498 PANTONE 5405 ABET 1808 PANTONE 5415 ABET 856 PANTONE 5483 ABET 491 or Wilsonart D28-60 Seaspray PANTONE 550 ABET 847 PANTONE 5545 ABET 456 PANTONE 5815 ABET 488 PANTONE 617 ABET 843 PANTONE 623 ABET 444 PANTONE 626 ABET 455 PANTONE 653 ABET 849 or Wilsonart D Lapis Blue PANTONE 666 ABET 800 PANTONE 696 ABET 422 PANTONE Cool Gray 7 ABET 870 In lieu of the SAP color palette specified, you may use the PANTONE colors listed, the standards for which are shown in the current edition of the PANTONE Formula Guide. PANTONE is a registered trademark of Pantone Inc. The colors shown on this page and throughout this manual have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. PANTONE is the property of Pantone, Inc.

18 PHOTOGRAPHY Tradeshows and events use photography in many ways. These include save-the-date postcards, 100-foot horizontal banners, and vertical booth signage. When selecting theme photography to help brand a trade show or event, always observe the following principles: Choose images that are clear and straight forward. When images are too busy or abstract, they may become unrecognizable when reduced or enlarged. Choose images with high contrast between dark and light, to ensure high-quality reproduction and readability. Look for images that allow for versatility in application, images that: may be oriented vertically and horizontally are easy to crop or scale have elements that are potential photos-within-photos offer visual variety within a common theme key and support images All selected photography should follow SAP photography standards. Approved, SAP licensed, images in the SAP black and white, photojournalistic style can be found in the Photo Library on SAPNet, and BrandPlace.

19 SIGNAGE & BANNERS Signage should have minimal copy for maximum legibility and impact. SAP Imagery and the Corporate logo should be primary design features. General Branding Banners 216" x 699" 360" x 240" Directional Banners 36" x 360" 270" x 276"

20 SIGNAGE & BANNERS Solution Specific Banners 7' x 32' Standard SAP Flag The design for an SAP flag must observe the logo s safety margins as illustrated above. The flag s white area may be larger than the required safety margin for the SAP logo used, but it may never be smaller. An SAP flag must have the SAP logo in the same position on both sides. Material used to create the flag must be completely opaque so that the logo on the reverse side does not show through.

21 SIGNAGE & BANNERS Freestanding Three-dimensional Towers " x 144"

22 PRESS CONFERENCE ENVIRONMENT Press conferences are a critical vehicle for communicating messages and news to key SAP audiences including the trade press, investors, the financial community, customers and prospects. Specifically, press conferences allow SAP to: build relationships with key constituencies project brand messages in a face-to-face environment provide visibility and exposure for SAP management react and respond to events that may impact SAP business distribute information and foster dialog with target audiences The stage is strongly branded with the SAP logo with tagline Components of the Press Conference Environment Whether regional or global in scale, all SAP press conferences should utilize standardized elements for brand consistency, The staging should be simple, clean and uncluttered. The design of the stage should be taken into consideration, utilizing SAP s imagery where appropriate. The stage must be strongly branded with the SAP logo and tagline. Directional signage, press kits and giveaways should all be coordinated visually to support the conference. Events designed specifically for the press must be coordinated with and authorized by SAP Global Communications or regional public relations offices, as per the SAP Press Policy. For more information and resources for press conferences contact: Bill Wohl, Vice President of Product PR in Global Communications, at william.wohl@sap.com Laurie Doyle-Kelly, Vice President of Corporate PR at laurie.doyle.kelly@sap.com Lectern prominently displays the SAP logo Podium for board members Back wall for TV interviews has a repeat pattern of the SAP logo