System Integrator

Brand Mark Supplement

Machine Automation Solutions
February 2020

Emerson Confidential 1
 Supplemental Guidelines for System Integrator Brand
At Emerson, we value our relationship with our authorized System Integrators and recognize the value we
both provide to our shared customers. The Emerson brand mark and Emerson’s product brand marks are
valuable assets and are widely recognized by customers. This document provides supplemental guidance
and clarifications related to the Machine Automation Solutions business within Emerson on proper
usage of these marks for our channel partners.
These guidelines have been developed to support our System Integrators on how to consistently
communicate the scope and relationship of the products and services provided on behalf of Emerson.
Collaborative marketing efforts between Emerson and System Integrators help build and strengthen our
respective businesses and brands. When partners implement the appropriate brand standards
corresponding to their relationship with Emerson, this sets the proper expectation with customers on the
functions the partner performs on behalf of Emerson.
This use and display of Emerson brand marks is exclusive to Emerson’s authorized System Integrators with
executed agreements. Your Emerson business contact will work with you to determine proper use and will
conduct a regular review of materials where Emerson brand marks appear. System Integrators may only use
Emerson marks in accordance to the relationship defined in the governing relationship agreement.

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 System Integrator Guidelines

PARTNERS
System Integrator
Sample Description

We are recognized as a system

integrator for select products and
services in the Emerson Emerson - We are recognized as a GE - We are recognized as a Schneider Electric – We are a
system integrator with Emerson premier solution partner with certified alliance partner with
Automation Solutions portfolio GE Digital's suite of products. Schneider Electric.
providing local support and
inventory as well as value-added Example
technical services in compliance
with Emerson standards.

Emerson:
Rockwell Automation - We are OSIsoft – We are recognized as Honeywell - We are a diamond
“…our authorized System Integrator…” nationally recognized system an OSIsoft partner. level integrator partner.
integrator for Rockwell Automation.

System Integrator:

“…I’m an authorized System Integrator of

[insert product]…”

Wonderware - We have multiple

Siemens - We are a nationally
Wonderware certified locations
certified Siemens Solution
and teams.
Partner.
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 System Integrator Brand Usage Matrix
Application of
Emerson Marks System Integrator
Use the chart on the left to determine where the System
Harmonized Identity No Integrator brand marks can be utilized for identity and
promotion.
Building Signage No
Identity

Non-Commercial Letterhead No

Letterhead and Trade Documents No

Apparel No
(only if provided by Emerson)

Channel Website Yes

(only if provided by Emerson; must qualify
(brand relationship only)
relationship and scope)

Yes
(only if provided by Emerson; must qualify
Promotional Collateral
Promotion

relationship and scope; no limit on Emerson

created collateral)

Events Yes
(only in the context of a line card)

Emerson Contact Us listing No

Emerson Product API Tool No

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 System Integrator Brand Mark

Authorized System Integrator brand marks are visual representations Horizontal Orientation
of the valuable relationship and commitment between a System
Integrator and Emerson. With Emerson approval, a System
Integrators may use these marks to communicate their relationship
with Emerson and the products they represent on different materials
as long as the usage conforms to the guidelines in this document.
These brand marks should not appear on product packaging, product
labels, or products. A System Integrator must remain active and in
good standing to continue to use these brand marks.

Official artwork has been developed for an authorized System

Integrator and all the product brands you may represent. Always work
from the artwork files provided to ensure consistent resolution and
color. Reversed versions of the mark are available. Do not alter the
artwork.

The brand marks are designed to support your marketing programs.

Vertical Orientation
Please follow your own identity guidelines when designing your
materials and do not employ any elements of the Emerson brand
identity beyond the official artwork you are provided.

To obtain copies of the official artwork corresponding to your

relationship status with Emerson and the Emerson product brand you
are authorized to represent, contact your local Emerson sales
representative.
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 Components of System Integrator Brand Mark

The System Integrator brand marks have four (4) components:

Emerson logo: conveys our brand and company

Separator: line separating Emerson logo from area of responsibility

Product descriptor: conveys the scope of product responsibility

Channel descriptor: conveys the type of relationship with Emerson

Unlike other businesses within Emerson, our portfolio does not utilize a secondary product
brand identity. Therefore, we are using the product descriptor field to clarify the product
portfolio that is represented by the System Integrator. However, this should never be used
as a brand or used outside of this specific treatment.

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 Minimum Size for System Integrator Brand Mark
The System Integrator brand marks require stringent care and
focused usage rules.

The Emerson brand mark and its components (Emerson

treatment and helix) should never be used as a standalone to
visually depict your relationship with Emerson. Instead, usage
of the authorized System Integrator brand marks are
recommended. The use of the authorized System Integrator
brand marks are recommended only in promotional
applications, as defined by the guidelines. All other cases will
be determined on an exception basis and will follow a formal
review process.

Minimum Clear Space

Maintaining a minimum amount of space around the brand
marks ensures it is always clear and legible. Always respect
this exclusion zone and do not allow any other graphic
elements or words in this area.

Minimum Size
Respecting the brand mark’s minimum size will ensure that the
typography is always at a readable size, and that the symbol
can be reproduced through most production methods.

Note: To preserve the integrity of the brand marks, please

make sure the mark is always scaled proportionally and not
distorted in any way.

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 Do’s and Don’ts for Using the Brand Mark
All brand marks should follow the below “Dos” and “Don’ts” in addition to those provided in
the guideline document:

Do Use the provided brand marks on line cards and websites

Do Not Modify brand marks or use the standalone Emerson brand mark unless permission is received
Brand
Marks
Do Use the Emerson brand mark on other promotional materials

Do Not Create distort, modify, animate or create new brand marks

Do Use ‘Emerson’ name when referring to the brand or company in text

Naming
Do Not Use ‘Emerson Automation Solutions’, ‘Machine Automation Solutions’, or other names.

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 Frequently Asked Questions
• Why can we not use just the Emerson brand mark?
We believe it is very important for our branding to clearly reflect the portfolio represented by our system integrators. While
the Emerson logo is convenient, it could create confusion for customers seeking other products from our portfolio and/or create
channel confusion. There may be some exceptions to this rule and we would ask that you work those cases with Emerson.

If your local Emerson local sales representative is not clear on the brand mark usage, our Emerson brand manager can assist.

• Where should I use the “Industrial Automation & Control” descriptor?

The ‘Industrial Automation & Control’ descriptor should only be used within the lock-up brand mark provided and only used on a
line-card or website as shown in the guidelines. This descriptor is not intended to be used as a brand. Our brand and company is
Emerson; Industrial Automation & Control describes the collection of products.

• Where should I go for more information about the System Integrator program?
Contact your local Emerson sales representative.

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