Mitel

Official Websites

• https://www.mitel.com
• http://www.mitel.com

Brand Guidelines

2017

Brand Summary

Mission

• To deliver solutions that enable our customers to securely communicate and collaborate – anywhere, over any medium with their devices and applications of choice [^1].

Core Values

• Transparency
• Accountability
• Innovation
• Trusted Partnership
• Relentless Reinvention
• Single-Minded Focus
• Investment Protection
• Open Integration
• Best Path To The Cloud [^2]

Target Audience

• Those who want to modernize their business while controlling their destiny; IT decision makers and organizations of all sizes undergoing digital transformation [^3].

Personality Traits

• Collaborative
• Transparent
• Accountable
• Innovative
• Trusted
• Relentless
• Professional
• The good guys [^2]

Visual Identity Overview

• The visual identity is modern, minimalist, and professional, emphasizing connectivity through interlocking geometric logo elements, a contemporary blue color palette, clean typography (Museo Sans and Arial), and photography that highlights real-world business environments and diverse, collaborative teams [^5].

Categories

Brand Voice

• TARGET Those who want to modernize their business while controlling their destiny.
• SINGLE MOST PERSUASIVE IDEA Mitel offers a path to seamless communications, any way you want it.
• REASONS TO BELIEVE As businesses small and large undergo digital transformations, Mitel gives IT decision makers the best path to communicate and collaborate more effectively. From premise to hybrid to cloud, Mitel powers more than 2 billion connections every day. By nurturing a culture of relentless reinvention, whatever our customers think of next, we make it possible.
• TONALITY The good guys.

Brand Imagery

• Our photography should communicate the benefit of our products clearly, showing them in practical environments and real-world scenarios.
• Product-only Photography: • Always shot on a white background. • Rich, warm ambient light should be used to mimic natural light. • Keep the main features of our products in focus. Keep positions of phone cords and other minor details in mind for consistency. • Keep shadows light. • Only cut out photos when specifically directed.
• Environmental Photography: • Emphasize product, not environment. • People should be photographed within modern, contemporary environments, but kept out of focus. • Emphasize people interacting with products in a way that supports positioning. • Represent a diverse age demographic 0f 25-45.
• Situational Photography: • Keep shots “in the moment.” • Capture photos that demonstrate connections taking place. • Use rich, warm ambient light to mimic natural light. • People in photos should never make eye contact with the viewer.
• Photography Hang-ups: • No staged interactions and obvious posing. • No type or graphics over products in photos. • Do not place products on solid, multicolored, or cluttered backgrounds. • No stock photography used to represent products.

Color Palette

• Just like our logo and typography, our colors connect our past and present simultaneously. Together, these shades of blue create a contemporary palette better poised to communicate with a modern world.
• The Mitel Primary Colors Dark Blue: PMS 295C Light Blue: PMS 299C
• The Mitel Secondary Colors Sky Blue: PMS 2975C Green: PMS 347C Orange: PMS 151C Gray: 60% K White: 0%K 90% Black 70% Black EVIE.Ia3 9TEaN 10% Black
• The Mitel color palette is also available for use in CMYK for print and RGB for digital media.
• The Mitel Primary Colors C: 100 R: 21 M: 57 Y: 10 K: 60 G: 50 B: 95 #15325F C: 74 M: 21 Y: 0 K: 0 R: 0 G: 161 B: 224 #00A1F4
• The Mitel Secondary Colors C: 24 M: 1 Y: 1 K: 0 R: 190 G: 217 B: 237 #BED9ED C: 75 R: 65 M: 5 G: 173 Y: 100 B: 73 K: 0 #41AD49 C: 0 R: 255 M: 68 G: 115 Y: 100 B: 0 K: 0 #FF7300 C: 0 R: 128 M: 0 G: 130 Y: 0 B: 133 K: 60 #808285 C: 0 R: 255 M: 0 G: 255 Y: 0 B: 255 K: 0 #FFFFFF
• White, Mitel Dark Blue, and Mitel Light Blue are acceptable choices for headlines and subheads. Alternate subhead and body copy should be set to 60% K.
• The Mitel color palette for use in RGB for Video. R: 21 G: 50 B: 95 #15325F R: 0 G: 161 B: 224 #00A1F4

Typography

• White, Mitel Dark Blue, and Mitel Light Blue are acceptable choices for headlines and subheads. Alternate subhead and body copy should be set to 60% K.
• We stand by our customer-driven solutions with contemporary typefaces that are relevant to the markets we serve.
• Museo Sans 100, 300, and 500
• Museo Sans should be used exclusively as a headline font in both print and digital.
• Arial should be used for PowerPoint presentations and copy. It’s also acceptable as a back-up typeface if Museo Sans is not available. Arial bold should not be used in headlines.
• Headline and Emphasis Font Museo Sans 100
• Museo Sans 300
• Museo Sans 500
• Headline and Copy Font Arial
• Museo Sans 300 AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTt UuVvWwYyZz1234567890 abcde 01234
• Name: Museo Sans 300, 72pt type, -25 tracking Title: Museo Sans 300, 48pt type
• Translation subtitles: Museo Sans 300, 48pt type, centered.

Logo Usage

• Our Primary Logos, are our most important assets, meaning no modifications should be made to them. Our Primary Logo consists of two colors and is intended for use on white or Mitel blue colors only. If used on a dark background, the white version should be used.
• The® is required for all uses of the Mitel name, and should only be removed when the logo is less than 1” or 73 px wide.
• No modifications should be made to our logo outside of the guidelines previously given.
• No recoloring
• No shadows or gradients
• No use of connectors independently or with other text
• No restructuring of logo elements
• No usage on a busy background
• No different font usage
• No proportion changes
• Do not recolor the Mitel Logo or Tagline
• Do not add shadows or gradients to the Mitel Logo or Tagline
• Do not use the Mitel Logo Mark Connectors alone or with other text
• Do not resize or move the Mitel Logo elements in relation to each other
• Do not recreate the Mitel Logo in a different font and never type “Powering connections” in conjunction with the Mitel Logo; only use the provided logo lock-ups
• Do not change the proportions of the Mitel logo
• Do not add the Mitel Logo to a busy photographic background
• We value clear communication, and anything too small loses clarity. Our logos should not be smaller than 1” horizontally in print or 120 px digitally.
• Logo minimum 1” wide
• Logo with Tagline minimum 1” wide
• To give our logo breathing room, use an “M” distance on each side of the mark. The space between the connectors and wordmark is determined by the provided logo and should not be modified. Neither should the letter spacing.
• Buffer zone of one “M” space
• Buffer zone of one-half “M” space

Tone And Messaging

• TARGET Those who want to modernize their business while controlling their destiny.

• SINGLE MOST PERSUASIVE IDEA Mitel offers a path to seamless communications, any way you want it.

• REASONS TO BELIEVE As businesses small and large undergo digital transformations, Mitel gives IT decision makers the best path to communicate and collaborate more effectively. From premise to hybrid to cloud, Mitel powers more than 2 billion connections every day. By nurturing a culture of relentless reinvention, whatever our customers think of next, we make it possible.

• TONALITY The good guys.

• WHO WE ARE:	We are a global market leader in enterprise communications
  OUR VISION:	To make communications and collaboration seamless
  OUR MISSION:	To deliver solutions that enable our customers to securely communicate and collaborate – anywhere, over any medium with their devices and applications of choice
  OUR SINGLE MOST PERSUASIVE IDEA:	Mitel offers a path to seamless communications, any way you want it
  OUR TAGLINE:	Powering connections
  OUR EXPERTISE:	Workforce Productivity | Customer Experience | Digital Transformation
  OUR DIFFERENTIATORS:	Best Path To The Cloud | Open Integration | Investment Protection | Single-Minded Focus

Brand Values

• We are powering connections.
• We always have. We always will.
• What’s next will always guide us.
• What can be will be our fuel for the future.
• Because the world is clamoring for more connectivity. Marching toward more mobility. Because everyone wants more of everything. More seamless. More collaborative. More in the cloud. Faster and more secure.
• Because every business’s survival depends on it. Every business’ success is driven by it. We will be the catalyst for better outcomes. People who turn “what if” into “wow.” Innovators who will always be transparent and accountable. Trusted partners who always get the job done.
• For the networks of today and tomorrow. For the far-flung employees of companies worldwide. For the billions of devices that are always on. For the hyper-connected road warriors who never rest. For the millions of collaborations that occur every minute of every day.
• To modernize every enterprise we touch. To provide an alternative to “rip and replace.” To drive down costs and remove barriers to opportunity. To unleash the power of seamless integrated connectivity. To transform the workplace and the marketplace. To enable every business to own their destiny and secure their future.
• We have one vision. One mission.
• We are one company.
• We are Mitel, powering connections.

Visual Style

• Our Primary Logos, are our most important assets, meaning no modifications should be made to them. Our Primary Logo consists of two colors and is intended for use on white or Mitel blue colors only. If used on a dark background, the white version should be used.
• The ® is required for all uses of the Mitel name, and should only be removed when the logo is less than 1” or 73 px wide.
• Dark Blue: PMS 295C
• Light Blue: PMS 299C

Iconography

• Our connectors draw inspiration from our heritage. Their seamless simplicity and mathematic precision remind us that we are connected globally with an endless ecosystem of customers, partners, suppliers and end-users.
• Unless approved by the brand team, the Mitel Connectors should not be used independently of the Mitel name. If there’s a lack of space, use the “Mitel” logo rather than the Connectors.
• No use of connectors independently or with other text
• Do not use the Mitel Logo Mark Connectors alone or with other text

Layout And Composition

• Our Primary Logos, are our most important assets, meaning no modifications should be made to them. Our Primary Logo consists of two colors and is intended for use on white or Mitel blue colors only. If used on a dark background, the white version should be used.
• The® is required for all uses of the Mitel name, and should only be removed when the logo is less than 1” or 73 px wide.
• Logo minimum 1” wide
• Logo with Tagline minimum 1” wide
• To give our logo breathing room, use an “M” distance on each side of the mark. The space between the connectors and wordmark is determined by the provided logo and should not be modified. Neither should the letter spacing.
• Buffer zone of one “M” space
• Buffer zone of one-half “M” space
• No recoloring
• No shadows or gradients
• No use of connectors independently or with other text
• No restructuring of logo elements
• No usage on a busy background
• No different font usage
• No proportion changes
• Do not recolor the Mitel Logo or Tagline
• Do not add shadows or gradients to the Mitel Logo or Tagline
• Do not use the Mitel Logo Mark Connectors alone or with other text
• Do not resize or move the Mitel Logo elements in relation to each other
• Do not recreate the Mitel Logo in a different font and never type “Powering connections” in conjunction with the Mitel Logo; only use the provided logo lock-ups
• Do not change the proportions of the Mitel logo
• Do not add the Mitel Logo to a busy photographic background

Video Guidelines

• The Mitel color palette for use in RGB for Video.
• R: 21
• R: 0
• G: 50
• G: 161
• B: 95
• B: 224
• #15325F
• #00A1F4
• Video Typography
• Museo Sans 300 AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTt UuVvWwYyZz1234567890 abcde 01234
• Please follow the following standards for lower third treatments and subtitles for translations as necessary. Adobe Premiere, Adobe After Effects, and Photoshop templates are available with fonts.
• Name: Museo Sans 300, 72pt type, -25 tracking Title: Museo Sans 300, 48pt type
• Name: Museo Sans 300, 72pt type, -25 tracking Title: Museo Sans 300, 48pt type Translation subtitles: Museo Sans 300, 48pt type. centered
• These are examples of incorrect usage of the Mitel Logo. As always, no modifications of any kind should be made to the Mitel logo.
• Do not place the Mitel Logo or any other “bug” on screen during video.
• Minimum length: 90 seconds | Maximum length: 2:30
• 5-7 seconds of B-Roll
• Footage of building signage, day to day activities, company-provided b-roll footage, or other appropriate establishing shots. Voice of interviewed subject should come in before cutting to interview shot.
• Please follow the guidelines on the following page for interview camera angles. During the interview, transition between subject and b-roll footage as necessary. Capture as much b-roll footage as possible to achieve this.
• • No tilted angles
• • No non-Mitel products (if non-Mitel products are in the shot, such as a conference room, please remove or conceal)
• • No letterbox effect
• • Clothing: No striped, plaid or green clothing
• Use file: Mitel_Video_Arrow_stinger.mov
• Approximately 15 degrees from the subject, with subject speaking off-camera to interviewer. Film lower torso and up. Do not crop the top of subject’s head. Subject never looks directly into camera.
• Sharper angle, approximately 30-40 degrees from the subject. Film mid to upper torso and up. Do not crop the top of subject’s head. Subject never looks directly into camera.
• Please use the following questions as a basis for interviews, allowing for auxiliary comments. If possible, ask for measured results (ex. Customer satisfaction rose 70%).
• 1 Please tell us about .
• 2 What business and/or technical or communication challenges did face?
• 3 How did overcome these challenges?
• 4 How did Mitel help overcome these challenges, and with what measurable results?

Email Signature Guidelines

• Email signatures should be used only to display contact information. Occasionally global marketing messages or corporate-level events may be added in the form of footer graphics. Other event graphics should first be approved by Mitel corporate marketing before use.
• Email Signature (standard) First Name Last Name Title or Position Mitel T: 123.456.7890 M (if any): 123.456.7890 Address line 1 Address line 2 City, State Zip, Country Mitel.com first.last@mitel.com Additional personnel link one Additional personnel link two Oo©© Mitel Powering connections
• Email Signature (with approved marketing message) First Name Last Name Title or Position Mitel T: 123.456.7890 M (if any): 123.456.7890 Address line 1 Address line 2 City, State Zip, Country Mitel.com first.last@mitel.com Additional personnel link one Additional personnel link two Powering connections Oo©© □Mitel A typical day at Mitel? Powering 2 billion business connections and more than 3 million cloud subscribers.

Web Guidelines

• Email signatures should be used only to display contact information. Occasionally global marketing messages or corporate-level events may be added in the form of footer graphics. Other event graphics should first be approved by Mitel corporate marketing before use.
• First Name Last Name Title or Position Mitel T: 123.456.7890 M (if any): 123.456.7890 Address line 1 Address line 2 City, State Zip, Country Mitel.com first.last@mitel.com Additional personnel link one Additional personnel link two Oo©© Mitel Powering connections
• First Name Last Name Title or Position Mitel T: 123.456.7890 M (if any): 123.456.7890 Address line 1 Address line 2 City, State Zip, Country Mitel.com first.last@mitel.com Additional personnel link one Additional personnel link two Powering connections Oo©© □Mitel
• A typical day at Mitel? Powering 2 billion business connections and more than 3 million cloud subscribers.
• Login ) Region a oo Mitel Insights Work is what you do, not where you do it Remove barriers and equip your workforce to collaborate effectively and efficiently, with an array of tools that keep your business connected. Work Anywhere on Any Device ••iiiiil -•., .,, ,. Download the Guide Get the White Paper Watch the Video Read the Report Are you spending too much on Is your contact center running 70% of Hyatt hotels in North For the second time in a connectivity for your business? as smoothly as it could be? America are utilizing a Mitel year, we have been solution recognized as a Leader in a Gartner UC Magic Quadrant Companies across the globe rely on Mitel to power 2 billion connections every day so they can connect, collaborate and take care of their customers Latest Mitel News -Aqu1s1on of Mavenir MilelhasCompletedils Mitel acquires global hospitality specialist Launch Cloud Offering in TigerTMS 181 T-MobileChoosesMitelto the Netherlands s"«nsrs: )0000 e Find a Partner Sales and General Inquiries Chat with Us Connect with Mitel and our Toll Free: 800-267-6244 Get answers about this product authorizedpartnersfor solutions International: 613-592 -2122 before you buy. Talk with a that are tailored for you. Mon. -Fri. Zam -8pm EST knowledgeable Specialist Service and Support rm onus. cnaenow.Mitel Support 800-722-1301 [ ] EndpointSupport800-574-1611

Poster Ad Guidelines

• A typical day at Mitel? Who is the only firm to appear in Powering 2 billion business connections all five of Gartner’s Magic Quadrants and more than 3 million cloud subscribers. for communications? The world wants to be more connected. More collaborative. More seamless. More mobile The answer is Mitel. From corporate telephony to unified communications to contact At Mitel, we power connections. Because our customers need it to be simpler. More center infrastructure, Mitel is powering the connections that matter. We’re making modern. More secure. Find out more at mitel.com. connecting simpler and more seamless for companies across the globe Find out more at mitel.com/poweringconnections Mitel Mitel Powering connections Powering connections

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