LiebertProducts &ServicesBrandGuide

Global Liebert Products &Services Identity &Messaging for Associates,Representatives andPartners

2009-2010

LiebertProducts &ServicesBrandGuide

Table of Contents

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IntroductionIndex to Brand Guides

Logos & ColorsLiebert Products & Services BrandingPowerPoint TemplateLiebert Products & Services Color Palette

MessagingMessaging OverviewLiebert Products & Services MessagingWho Are We?Efficiency Without Compromise

2009-2010

Introduction

Introduction

Liebert is one of several strategic product brands of EmersonNetwork Power, having proven equity, significant marketingsupport and strong added value. The global Liebert brand hascome to command high recognition and strong equity,throughout four decades of industry leadership of deliveringoutstanding products and services. Moving forward, the Liebertbrand identity is to be even more tightly integrated and consistentwith Emerson’s identity, which enhances our go-to-marketapproach with an even higher perception of credibility andintegrity.

This Liebert Products & Services Brand Guide has been developedto help Emerson Network Power representatives, partners andassociates protect the equity in the Liebert brand image. Whenimplemented consistently and with care, the Liebert brandidentity through contact reinforces this value. It is vital that wepreserve the consistencies that strenghten the brand equity forLiebert products and services, Emerson Network Power, andEmerson, so we can grow business, increase marketing efficiencyand reduce costs.

For assistance with this guide and Liebert product branding andmessaging usage, please contact:

Dawn Haskins-PowellLiebert Marketing ServicesT 614-841-6044E dawn.powell@emerson.com

Sabrina DonleyDirector and Brand OfficerEmerson Network PowerT 614-841-6601E sabrina.donley@emerson.com

Index to Brand Guides

Emerson Network PowerBrand Guides

n Public Relations Fieldbook (2008)

n Service Tag Implementation Guide

n Brand Consistency Kit – Master guide available both in print and as PDF covers Emerson Network Power strategy, design elements, marketing materials, and other resources and contacts (39 pp.)

n Event Guidelines –Printable PDF containing direction for the look and feel for event and tradeshow graphics and signage (21 pp.)

n Personal Identity Guidelines – Printable PDF explaining how an associate’s personal identity is expressed in the context of Centers of Expertise, and how it should appear on business cards (14 pp.)

n Branding & Product Naming Guidelines – Printable PDF containing directions for a common look and naming strategy, including on-unit branding and product badging, service tags, and product naming (28 pp.)

n Advertising Guidelines (28 pp.)

n Optimize IT Usage Guidelines (7 pp.)

Liebert Brand Guides

n Liebert Products & Services Brand Guide (this guide)

Index to Brand Guides

2 Introduction

Accessing the Guides

Several guides containing detailedreference information and instructionsare available on both the EmersonNetwork Power and the Liebertintranet sites.

Internal Associate Access

n Network Services Support Site (http://nws.liebert.com) > Support > Emerson Brand Tools

n Emerson Network Power Marketing Intranet Site URL: http://www.emersonmarketing ext.com/enpext/default.aspx User Name: (same as network password) enp-na\mashm23260 (example only) Password: (same password you use daily to sign on to the system) > Branding Guidelines & Templates

n Liebert Marketing Services Site URL: http://team.liebert.com/sites/ marketing/default.aspx Contact Liebert Network Services for access (614-841-6996) > Branding, Identity & Messaging

Liebert Representative (andSolutions Partner/VAR) AccessSite URL:http://rep.liebert.com> Marketing Resources

Liebert Solutions Partner AccessContact: Greg Myers(greg.myers@emerson.com)

Several guides containing detailedreference information and instructionsare available on both the EmersonNetwork Power marketing intranetand the Liebert intranet sites. Inaddition, templates for internal andexternal documents, brochures, labels,etc. are included on both sites.

Executive / Strategic brand guide

n Building Consistency at Emerson Network Power – Binder compiled in August 2007 by Bob Bauer to describe the direction for Liebert brand and common look and feel program

Emerson brand guides

n Emerson Brand Guidelines (2001)

n Public Relations Fieldbook (2004) – Print and PDF guide containing standards and procedures for the practice of Public Relations

n Naming Fieldbook (2004) – Print and PDF guide describing the corporate brand architecture

n Message Strategy Fieldbook (2004) – Print and PDF guide describing message and communications strategies and tactics

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Liebert Products & Services Branding

Emerson Network Power is the company brandand name used to identify our organization,representatives and associates to the generalmarketplace. Please use the 2-color logo wherecolors and gradations are available, and thesolid color (printed in Emerson blue or black)otherwise.

The Liebert logo with the thermometer iconshould not be used going forward. Use onlythe Emerson Network Power logo on allbranded items.

Permitted Variations

The following special variations to using onlythe Emerson Network Power logo permit morespecific Liebert branding to be applied, incertain instances where it clarifies theconnection of Emerson Network Power withLiebert products and services. In all instances,the Emerson Network Power logo must still beapplied.

Please note: all of these special variations aresubject to approval.

Administrative DocumentsUse the following brand graphic in Argo fonton legal, human resources, accounting, andfinancial forms and materials. Liebert is still alegal entity.

Personal IdentityUse the "Liebert Products & Services" brandgraphic on business cards, on personal printedletterhead, and on service uniforms where astrong connection to the strategic brand isrequired for personal identity reasons (yourEmerson Network Power role). A highresolution and low resolution version areavailable only upon request for approved uses.

Product BadgingUse the Product Brand “Liebert” together withthe full product name and appropriate Centerof Expertise when applied on products or ontradeshow signage.

Sales ToolsUse the full Liebert product or service name inheadlines, subheads, captions or text togetherwith the Emerson Network Power logo. Thetype treatment need not be executed in Argofont.

Emerson Network Power Logo

Logos & Colors 3

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Liebert ®

® NXAC Power System

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Liebert NXL UPS

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 the EmersonNetwork Power logo be removed from slideswhere the information exceeds the live areaprovided on the template, instead of beingmoved to another place on the template. Alltext 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

4 Logos & Colors

Liebert Products & Services Color Palette

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 services, defining these programs withinthe relevant Emerson Network Power Centersof Expertise (product / service category).

Liebert Products & Services 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 PowerDC PowerSurge Protection 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

1375 C

0 / 45 / 95 / 0

Racks & Integrated CabinetsMonitoringServices

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

Logos & Colors 5

Messaging Hierarchy

Various levels of messaging – both written andspoken – are used to describe EmersonNetwork Power and Liebert products andservices. For the audiences and customers weserve, they reinforce our business focus, brandcategories, and technology orientation.

The more consistently and simply we say whowe are and what we do, the more easily it willbe understood and its value embraced by allour many audiences – from suppliers, tobusiness partners, to prospects, investors,and customers.

The following pages explain some of the wayswe communicate who we are, what we make,and how we serve our customers and markets– to the outside world. Overview PowerPointpresentations for Emerson Network Power andfor Liebert Products & Services contain currentmessaging, and are available on the EmersonNetwork Power and Liebert Intranet sites(see page 2) to help you and your audiencesunderstand the capabilities and solutions weoffer. First, our company messaging stackshows the hierarchy of the company structureand the various levels of messaging at eachlevel.

Messaging Overview

Emerson’s tagline “Consider It Solved”expresses our drive to develop and deliverreliable solutions to customers.

Emerson Network Power is one of 8 businessplatforms of Emerson. Our tagline reflects ourglobal leadership in providing Business-CriticalContinuity™ to ensure our customers’ criticalinvestments never go down. Liebert is one ofseveral strategic product brands underEmerson Network Power.

Liebert solutions deliver Efficiency WithoutCompromise™ by optimizing data centerinfrastructure to reduce costs and deliver highavailability.

Liebert products and services are the buildingblocks deployed in customers’ facilities anddata centers. These solutions are designed tohelp our customers enhance design,management and operating efficiency throughfour areas of opportunity: High Density, FlexCapacity, Eco Availability and InfrastructureManagement. The primary market segmentswe serve include both Small/MediumBusinesses (SMB) with small data centers, andnetwork closets; and Large Enterpriseopportunities containing medium to large datacenters and network closets.

Message hierarchy

Consider It Solved.

The Global Leader in EnablingBusiness-Critical Continuity.

Liebert Products & Services

Efficiency Without Compromise

6 Messaging

Strategic Product BrandLiebert

Business PlatformEmerson

Network Power

EmersonCorporate

Liebert Products & Services Messaging

The Emerson brand is supported by strategicbrands, one of which is Liebert.

This example illustrates messaging for theLiebert product brand for products and servicessold in North America, using Efficiency WithoutCompromise as both the core value we deliverour customers, and the attitude andphilosophy with which we approach productdesign and customer service. Wheneverpossible, products and services messagingshould be preceded by an introduction ofEfficiency Without Compromise and the fourAreas of Opportunity it encompasses.

Liebert Products & Services Messaging

Comprising the next level are messagesfocused toward our 2 primary marketsegments: Small/Medium Businesses (SMB)focusing on IT/Network Managers andResellers; and Enterprise/Large company,focusing on Data Center and FacilitiesManagers, Consulting Engineers andContractors. Efficiency Without Compromiseis relevant to both markets and can also beused to discuss the key technology issues ourcustomers are dealing with, such as

• Server Virtualization• Server and Data Center Consolidation• IP Telephony• Business Continuity

Messaging 7

Who Are We?

Formal written explanation /description

The following text comprises our“boilerplate message” about EmersonNetwork Power and Liebert for using in:print communications, web listings,email, ads, documents, press releases,analyst presentations, etc.

Emerson Network Power, a businessof Emerson (NYSE:EMR), is theglobal leader in enabling Business-Critical Continuity™ from grid tochip for telecommunicationnetworks, data centers, health careand industrial facilities. EmersonNetwork Power provides innovativesolutions and expertise in areasincluding AC and DC power andprecision cooling systems,embedded computing and power,integrated racks and enclosures,power switching and controls,monitoring, and connectivity. Allsolutions are supported globally bylocal Emerson Network Powerservice technicians. Liebert power,cooling and management productsand services from Emerson NetworkPower deliver Efficiency WithoutCompromise by optimizing datacenter infrastructure to reduce costsand deliver high availability.For more information, visitwww.emersonnetworkpower.comor www.eu.emersonnetworkpower.com.

Liebert Name Usage

Use the name "Liebert" only inheadlines or text describing productsand services; never as a companyreference.

Who are we?

Our business platform, EmersonNetwork Power, works withenterprises and government entiesto ensure their critical systemsdeliver the availability andEfficiency Without Compromise.One way we do that is by offeringLiebert products and services thatpower, cool, manage, and maintainsensitive computer andcommunications equipment.Through the application of ourproducts and technologies, datacenter managers can reduce thedesign, management and operatingcosts of their data centers and othercritical facilities while ensuring ITsystems meet the needs of thebusiness.

Personal communications

Information about how to identifyyourself and your connection toEmerson Network Power and Liebertproducts and services – includingtelephone communications, Emailsignatures, Powerpoint templates andon business cards is contained in theseguides (see page 2):

n Emerson Network Power Personal Identity Guidelinesn Emerson Network Power Personal Identity Reference Guide

Associates may order business cardsusing this web site. Create an accountby registering as a New User to orderyour cards.http://www.lojx.com/esp/o/login.asp?clientid=32This link is also available on the LiebertIntranet under Liebert North America> Marketing Solutions > Order NewBusiness Cards (under the right-sidelinks).

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Examples:

n I’m buying a Liebert UPS from Emerson Network Power…n Emerson Network Power and its Liebert solutions provide…n The Liebert NX UPS delivers…n Liebert power and cooling technologies…n Liebert products and services…

Spoken explanation / description

This short “elevator speech” (15 seconds)description is a guide that can describewho we are, what we do, and how weadd value; and can be used in casualconversations -- when explaining Liebertto your neighbors, to a fellow passengeron a plane, etc.

You may have heard of EmersonElectric, a $25 billion dollar companyfocused on solving customerproblems by combining localexpertise with high quality, hightechnology solutions to companiesaround the world. Our division,Emerson Network Power, helpscompanies keep their business-critical system running at peakperformance while deliveringEfficiency Without Compromise.

This longer elevator speech (40 seconds)description can be used for speakingintroductions, at tradeshow exhibits,lunch-n-learns with customers,introductions to partners, etc.

You may have heard of EmersonElectric, a $25 billion companybased in St. Louis, that is focused ondelivering local expertise along withhigh quality, high technologyequipment to solve customerproblems around the world.

8 Messaging

Efficiency Without Compromise is not a logoor a tagline. It was created to be used:

n As a platform to discuss the need to think about the data center in terms of design, management and operating efficiency, rather than just energy efficiency.

n To tee up discussions about the need to consider availability when implementing efficiency improvements.

n As an introduction to the full range of solutions.

n As a summary statement that captures the value we deliver to our customers and our approach to infrastructure design and customer service.

n To support the role of specific products, technologies and solutions in improving data center efficiency.

Efficiency Without Compromise is a trademarkof Liebert and should be shown with the ™symbol on first reference. All three words ofEfficiency Without Compromise should becapitalized. Whenever possible it should bedisplayed in Argo font. It should not be givenspecial type treatment that makes it look likea logo.

Never abbreviate Efficiency WithoutCompromise in market-facingcommunications. Efficiency WithoutCompromise should not be translated into thenative language of the region without approvalof Liebert North America Marketing. 

Exception: Due to the dual meaning for“compromise” when translated to Spanish andPortuguese, a Spanish version may be used:Eficiencia y Confiabilidad, as well as a Portugueseversion: Eficiência e Confiabilidade.

Efficiency Without Compromise

Formal written explanation / description

A. General use in marketing communications

The following paragraph comprises ourstandard message about Efficiency WithoutCompromise for using in: printcommunications, literature, web listings,email, ads, documents, etc. As this phrase iscurrently seeking full trademark registration,please use the “TM” after the phrase onfirst use.

Efficiency Without Compromise ™represents solutions for IT infrastructuresthat enables companies to reduce costs andachieve high availability by capitalizing onfour areas of opportunity within the ITinfrastructure: High Density, Flex Capacity,Eco Availability and InfrastructureManagement. With more ways to optimizedata center infrastructure to reduce design,management and energy costs whilemaintaining high availability, Liebert,Aperture and Knurr deliver EfficiencyWithout Compromise.

B. News release boilerplate

The following text is used in news releases.

Emerson Network Power, a business ofEmerson (NYSE:EMR), is the global leader inenabling Business- Critical Continuity™ fromgrid to chip for telecommunication networks,data centers, health care and industrialfacilities. Emerson Network Power providesinnovative solutions and expertise in areasincluding AC and DC power and precisioncooling systems, embedded computing andpower, integrated racks and enclosures, powerswitching and controls, monitoring, andconnectivity. All solutions are supportedglobally by local Emerson Network Powerservice technicians.

Efficiency without CompromiseUsage Guidelines

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Messaging 9

Efficiency Without Compromise (cont.)

Liebert AC power, precision coolingand monitoring products and servicesfrom Emerson Network Power deliverEfficiency Without Compromise™ byhelping customers optimize their datacenter infrastructure to reduce costsand deliver high availability. For moreinformation, visit www.liebert.com,www.emersonnetworkpower.com orwww.eu.emersonnetworkpower.com.

Spoken explanation / description

This short description can be used incasual conversations – when you needa short statement describing LiebertAdaptive Architecture to someone inthe industry.

Efficiency Without Compromiserepresents both the benefits oursolutions deliver and our approachto product design and customerservice. Efficiency WithoutCompromise gives our customersthe power to reduce their costswhile ensuring availability goals. Wedo this better because our productsare designed around two basictruths: one, availability can not beassumed and two, flexibility andefficiency should be maximizedaround availability requirements.

The Efficiency Without CompromiseStructure

Within our customers’ technologycenters there are four areas where ourproducts and services deliver EfficiencyWithout Compromise:

Eco Availability is an area that ensuresthe right balance between high levelsof availability and energy efficiency.The key solutions we provide withinthe Eco Availability area include:

n Uninterruptible Power: UPS systems that deliver double-conversion protection with efficiencies of up to 97 percent at part loads.

n Economization: Cooling systems that use outside air to reduce energy costs while maintaining precise control of temperature, humidity and contaminants.

n Critical Space Services: Preventive maintenance, battery monitoring and power audit services that enhance availability and extend equipment life.

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Infrastructure Management includessystems and services that improve theperformance of the IT infrastructureand environment. The key solutionswe provide within the InfrastructureManagement area include:

n Expert Service, which includes using our expertise to support efficient and effective design and assessment services that identify opportunities for improvement.

n Management Tools and Technologies: These include the sensor networks that enable monitoring and management of critical systems and the software that allows for management and optimization Integration and Operation Service. These include, implementation and commissioning services, enterprise remote monitoring and standards-based interfaces with other management systems, such as network and building management.

10 Messaging

Efficiency Without Compromise (cont.)

Messaging 11

Flex Capacity encompasses the abilityof infrastructure systems to adapt tochanging IT conditions for continuousoptimization and design flexibility. Thekey solutions we deliver for FlexCapacity include:

n Variable Speed cooling fans that reduce energy consumption at part loads.

n Variable Capacity compressors that dynamically adapt to changing loads to reduce energy consumption and maintenance.

n Intelligent Controls that provide key operating conditions on critical units, creating optimum performance.

High Density is defined asarchitectures that can support from10 to 60 kW to minimize space andcosts. Our High Density solutionsinclude:

n High Density Cooling that can cool densities safely and efficiently.

n Intelligent Containment systems that optimize aisles of high density equipment.

n Power distribution systems that minimize conversions and losses to increase efficiency.

Individually each of these areasrepresent an opportunity to introducenew technology, services or operatingpractices that can reduce costs andimprove availability. Collectively theyrepresent a holistic view of data centerinfrastructure best practices.

n Do not position Efficiency Without Compromise icons at the bottom right of the page as this is the position reserved for the Emerson logo and the icons may not be treated as logos. Also, do not position the icon immediately next to or above the Emerson logo.

n Do not integrate the Efficiency Without Compromise logos into any Liebert product badging.

n Always include the text label (i.e. Infrastructure Management) when applying the icon. The short word description assigned to each area is optional, depending on the available space and size of the icon.

n Individual icons can be used to support specific solution or product messages as shown here (Liebert MPX product is reinforced using the Infrastructure Management icon).

5. Efficiency Without CompromiseIcons

Efficiency Without Compromise hasbeen developed with a series of fouricons that provide a visual way tocommunicate the four areas ofopportunity within our EfficiencyWithout Compromise story.

Products, technologies and solutionsmay appear in multiple categories. Allsolutions that can be referenced andused with individual icons are definedhere in the Efficiency WithoutCompromise Structure section. Noother solutions, products or servicesmay be associated with icons unlessapproved by Liebert North AmericaMarketing (Contact Dave Crago,dave.crago@emerson.com) inadvance.

n When first introducing Efficiency Without Compromise, it is desirable to use the entire graphic as shown.

Business-Critical Continuity, Emerson Network Power and the Emerson Network Power logo are trademarks and service marks of Emerson Electric Co.©2009 Emerson Electric Co.

EmersonNetworkPower.com

Racks & Integrated Cabinets

Services

Surge Protection

Outside Plant

Power Switching & Controls

Precision Cooling

Embedded Computing

Embedded Power

Monitoring

AC Power

Connectivity

DC Power

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

For assistance with these guidelines, please contact:

Dawn Haskins-PowellLiebert Marketing ServicesT 614-841-6044E dawn.powell@emerson.com

For direction and guides regarding personal identity, product branding(on-unit logos), product naming, packaging, tradeshow and buildingsignage, please contact:

Sabrina DonleyDirector and Brand OfficerEmerson Network PowerT 614-841-6601E sabrina.donley@emerson.com