Brand Guidelines
March 2024

DELL TECHNOLOGIES PARTNER PROGRAM

DELL TECHNOLOGIES PARTNER PROGRAM

ContentsIntroduction

3

Brand Logos

4

Tier & Authorized Logos

5

Logo Usage

6

Do’s and Don'ts

7

Services Competency Badges

8Powered by Dell Technologies Logo

9

Digital Marketing Tool

10

Through-Partner Marketing Assets

11

Partner-Created Assets

12

Third-party Logos

13

Lifestyle Photography

14

Product Photography

15

Marketing Content for Sustainability & ESG

16

MDF Brand Governance17

Media Usage

18

Copyright Usage & Disclaimers

19

Final Approvals Process & Requests for Exceptions

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DELL TECHNOLOGIES PARTNER PROGRAM

Dell Technologies helps organizations and individuals build
their digital future and transform how they work, live and play.
The company provides customers with the industry’s broadest
and most innovative technology and services portfolio for thedata era.
The purpose of this document is to provide an outline of theDell Technologies partner brand guidelines — giving you
guidance and direction when collaborating in go-to-market
with Dell Technologies and/or when representing yourrelationship with us.
As a valued Dell Technologies partner, you are able to accessa full portfolio of brand resources, which we have outlined inthis document.

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DELL TECHNOLOGIES PARTNER PROGRAM

Brand Logos

For an exception to use the Dell Technologies logo, submit a 3rd party logo
license request with full activity details early in the planning process. For more
information, please visit https://brand.delltechnologies.com/logos/

DELL TECHNOLOGIESThe Dell Technologies flagship logo is used on Dell created through-partner demand
generation campaign assets. Partner Use is not generally permitted; however,Partners may request usage for the following activities:•OOH paid media activity•
Promoting and merchandising DT solutions and products•Internal Partner internal Enablement

DELL TECHNOLOGIES PARTNER PROGRAM
This logo is used by Dell Technologies to communicate to partners at events andpartner facing activities. Partner Use is not permitted

DELL TECHNOLOGIES TIER/AUTHORIZEDFor Partners to identify their relationship in the Dell Technologies Partner Program(DTPP) they may use their tier logo. These logos are assigned based on Program
Requirement criteria. This is the primary logo used by partners when executingactivity funded by Marketing Development Funds (MDF).

PRODUCT BRAND NAMES
Dell is the logo we use to refer to our product portfolio. Partner Use: Partners may
seek approval for logo use when promoting Dell products and cataloguing productavailability.

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DELL TECHNOLOGIES PARTNER PROGRAM

TIER LOGOS
Tiers range from Titanium, Platinum, Gold, and Authorized.

BRAND LOGOS

Increased Benefits & Requirements

Tier Logos
Partner Program logos are used toidentify your relationship with DellTechnologies. These logos areawarded based on partner attainmentof Partner Program requirements byindependent track.

!
Logos cannot be edited in any way,
including removal of the container
shape or making logo transparent

LOGOS*Must have a Dell Technologies Partner Portal account toaccess all Dell Technologies Partner Program resources.

Do not remove
the container

Do not alter thecontainer or contents

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DELL TECHNOLOGIES PARTNER PROGRAM

LOGOS
Tier logos can be used over any solid, gradient or photo if it meets
minimum clear space requirements.

BRAND LOGOS

Logo Usage

Transparent logos are not supported, and a solid whitebackground must be kept behind the DT tier text.

The use of Tier and Authorized logos
must adhere to Dell Technologies
brand requirements.

!
Logos cannot be edited in any way,

Partners can view and download their eligible metaltier or authorized logo packet from the Partner
Portal. This packet includes the approved logo files
which partners can use.

CLEAR SPACEMINIMUM SIZE

Minimum clear space aroundthe logo is defined as theheight of the “D” in DELL.

DIGITAL RGB

171px wide

PRINT CMYK

2.85˝ wide
LOGOST&C*Must have a Dell Technologies Partner Portal account toaccess all Dell Technologies Partner Program resources.

6DELL TECHNOLOGIES PARTNER PROGRAMLOGOS DOS

BRAND LOGOS

Do’s and Don'ts

DODODO

Scale proportionally

Allow ample clear space

Use on every page inconjunction with your own
company logo

Partner Program logos are used toidentify your relationship with Dell
Technologies. These logos are
assigned based on Program
Requirements criteria.
The use of Tier and Authorized logos
must adhere to Dell Technologies
brand requirements.

LOGOS DON’TS
DO NOT

DO NOTDO NOT

Change or edit the logo
in any way

SquishAdd, change, orcreate a lock-up
COMPANY XYZ!

DO NOT

DO NOT

DO NOT

Add a drop-shadow orglow

Skew or distortCompress the file size

Logos cannot be edited in any way.

LOGOS

DO NOTLock up the Partner logowith the DT logo. The logos
should be in separate
placements.

*Must have a Dell Technologies Partner Portal account toaccess all Dell Technologies Partner Program resources.

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DELL TECHNOLOGIES PARTNER PROGRAMPROVEN PARTNER SERVICES COMPETENCIESBRAND LOGOS

Services
Competency
BadgesMinimum clear space around the badges is defined as theheight of the D in Dell Technologies.

The Proven Partner Services
Competency badges enable partners
to advertise their company’s level ofservices delivery capabilities.
Partner companies who have earned a
Proven Partner Services Competency
will be able to download the logo fromProgram Tracker. Those partners may
then display the correspondingbadge(s) in their digital marketing
materials.

BADGES*Must have a Dell Technologies Partner Portal account toaccess all Dell Technologies Partner Program resources.

8DELL TECHNOLOGIES PARTNER PROGRAM

POWERED BY DELL TECHNOLOGIESBRAND LOGOS

Powered by Dell
Technologies Logo

Minimum clear space around the badges isdefined as the height of “D” in DELL.

The use of the Powered by Dell Technologies logo
provides branding of a qualified solution that’s been
built on Dell Technologies infrastructure.
The Powered by Dell Technologies designation is
specifically authorized for use by OEM/embedded
customers, Cloud Service Providers and DellTechnologies Edge and IoT Ecosystem Program.
Partners must earn and qualify for the use of thePowered by Dell Technologies logo and solution
designation.

For CSPs, once qualified to use the designation, thepartner may choose to use either the tier logo or thePowered by Dell Technologies logo to represent theirDell Technologies cloud provisioned solutions andcloud capability. The tier logo and Powered by DellTechnologies logos should NOT be used together.
When written as part of copy/text, please use thisexact phrase written this way: powered by DellTechnologies (NOT: powered by DELL Technologies
or powered by DELL TECHNOLOGIES)
Example: Partner’s X-as-a-Service is poweredby Dell Technologies.
Contact your partner account team to learn
how to qualify.

DO NOT
Lock up the Partner logowith the DT logo. The logos
should be in separate
placements.
9DELL TECHNOLOGIES PARTNER PROGRAM

Digital Marketing
Tool (DMT)The Digital Marketing Tool offers
access to assets that will help you
drive leads and customer
engagement. The tool provides
access to marketing campaign
materials to help with email nurture
campaigns, content syndication andactivating social media. Through thetool you also have access toconcierge marketplace and more.

Searching forcontent

Utilizing
campaigns

Content
syndication

Pre-approved assets forthrough-partner
campaigns, as well as
assets, images andcopy to assist you inbuilding your owncollateral.

Fully laid out andorganized campaigns
are available, completewith marketing guides
explaining benefits,target audience andguidance on how tobest use eachcomponent.

Content for you to use
on your website,
including complete
solution pages to web
and online banners.

Activating social
media

Concierge / agency
marketplacePre-built social media
posts to feature on yourown social media
platforms or create yourown custom posts. You
are also able to add
accounts, link accounts
and manage social
streams for youraccounts right throughthe tool.

Dell approved andtrained agencies withinyour region- they can be
an all-inclusive service
for your marketingneeds that you canleverage your MDFwith.

DIGITAL MARKETING TOOL
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DELL TECHNOLOGIES PARTNER PROGRAM

Through-PartnerMarketing Assets
Through-partner marketing assets
created by Dell Technologies will carry
the Dell Technologies logo. Theseassets will have a space for a partner
to place their company logo.

THROUGH PARTNER ASSETS
Demonstration of proper usage ofapproved-for-partner Dell Technologies collateral.
DO allow for ample room
between the Dell Technologies
logo and your logo with all
mediums: print and digital. This
spacing is normally facilitatedby flex fields through the DMT.

DO leverage ourapproved-for-partner-use
assets when possible for aconsistent brand image.

DON’T use more than one DellTechnologies logo at one time.
Through-partner assets will be
automatically defaulted with theDell Technologies logo. Do notalso add your DTPP tier logo use the flex field to add yourown company logo

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DELL TECHNOLOGIES PARTNER PROGRAM

Partner-CreatedAssets
Here are some helpful examples todemonstrate the proper logo use andplacement. These are not intended toreflect a recommended layout ordesign for your marketing asset, butthey are purely an example of logo
placement.

PARTNER CREATED ASSETS
Demonstration of proper usage of Program Tier logo andPartner Company logo on partner-created assets.
DO allow for ample room
between the Dell Technologies
Partner Program Tier logo andyour company logo with all
mediums: print and digital.

All Partner created collateral must be
approved by Dell Technologies. Please
work with your PMM for approvals.

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DELL TECHNOLOGIES PARTNER PROGRAMTHIRD PARTY LOGO USAGE:
Partners must adhere to both the Dell Technologies
and Vendor guidelines for logo usage.

PARTNER-CREATED ASSETS

Third-party Logos

For Partners using the Dell
Technologies brand with otherapproved vendors, co-branding ispermitted but may only be used withsolutions in which the infrastructure isapproved. Logos must have clear
separation and the Dell Technologies
logo must be focus / hero logo.

Dell Technologies Authorized Distributor Logo

Intel Corporate Logo

Intel Processor Badges

INTEL BADGESMICROSOFT
BADGES

DELL TECHNOLOGIES WITH THIRD-PARTYIf a strategic vendor (e.g., Intel or Microsoft) has an MDF contract in place, there
must be separation between the Dell Technologies logo and the third-party logo.

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DELL TECHNOLOGIES PARTNER PROGRAM

Lifestyle
Photography
Lifestyle imagery can be used as away to relate to customers. Partners
should use their own lifestyle
photography where possible. DellTechnologies does use images
integrated into specific campaign
collateral. This collateral must not be
amended, and the embedded images
should not be reused as imagery is
only licensed for that specific use.

LIFESTYLE PHOTOGRAPHY DOS
DO use images that are specific tothe content in which they sit
DO use images of people ingenuine situations
DO use images from events orphoto shoots that are candid andunposed
DO use images that are inclusive
and acknowledge the similarities
and differences among us, such as
gender, race, disability, nationality,sexual orientation and culture
DO use images that incorporate adominant blue tone or tone-on-tonecolor that matches the blue family
within the Dell color palette

LIFESTYLE PHOTOGRAPHY DON’TS

Lifestyle imagery is available throughthe Digital Marketing Tool.

DON’T use imagery which shows or features competitive products.
DON’T pull imagery from existing Dell Technologies provided assets, as
this violates the licensing of that specific piece of collateral.
DON’T use images that associates our brand with negative content oractivity.

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DELL TECHNOLOGIES PARTNER PROGRAM

ProductPhotography
Product photography is used in many
ways, but its primary responsibility isto create desire. Imagery is created toshowcase the beauty and functionalityof our products, while bringing
forward the unique characteristics andpersonality of each one. Images areused to show the industrial design aswell as the usefulness of ourtechnology in order to educate theviewer.

PRODUCT PHOTOGRAPHY DOS
DO show products with appropriate
screen-fills when possible.
DO avoid showing too many
products at once to keep the layout
clean and less cluttered.

PRODUCT PHOTOGRAPHY DON’TS
DON’T show multiple products withdifferent lighting, shadows,
reflections and ground planes.
DON’T show or display competitor
products when creating material
representing our partnership.
Partners may use our approved
product imagery in their assets.

Stock Product Photography isavailable through the DMTDIGITAL MARKETING TOOL
*Must have a Dell Technologies Partner Portal account toaccess all Dell Technologies Partner Program resources.

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DELL TECHNOLOGIES PARTNER PROGRAM

Marketing Content
Focused on
Sustainability &ESG
(Environmental, socialand governance)

This section is to provide guidance on
how to write or talk about Dell’scommitment to social andenvironmental impact.

Co-branded ESG assets must be
reviewed and approved by your PMM.

TERMS TO AVOID, TERMS TO USE
Here is a sample of the most frequent terms we see showing up insustainability content and creative with suggestions of alternatives.
TERMS TO AVOID:

INSTEAD USE:

Do not use broad, unclear
phrases such as ‘green’, 'eco-',‘eco-friendly’ or 'climate-friendly’.

Made with sustainable materials like…​(ex: do not say our products can“‘green’ your business” or “buyour ‘green’ products andsolutions.)
Exception: ‘Green Data Center’
as an industry term.

Our sustainable data center solutions offer increased energy
efficiency. ​Partnering to create a responsible supply chain(ex. We make our products with sustainable materials like…X)
Be specific on the attribute:• Designed to reduce environmental impact• Energy-efficient• Made with recycled or renewable materials (includingpercentage in disclosure)

Don’t say or use the phrase’Right-to-Repair.’

Focus on repair or repairability. Dell designs products to beeasier to repair and provides customers with easy access to theresources, spare parts and support they need should they wish torepair their products themselves.

Do not proactively discuss carbon
offsets, carbon tax or use theterm carbon neutral. ​Dell has set a goal to reach net zero greenhouse gas (GHG)
emissions across scopes 1, 2 and 3 by 2050.
(Note: Do not write: Net-zero, Net Zero, “net zero”, but sentencecase: Net zero, net zero)
Dell is working to reduce the product carbon footprint of theirproducts. (we are not currently offering carbon-neutral products)

ESG PARTNER PORTALESG PARTNER MDF PLAYBOOK

Dell’s company-level focus onsustainability as an “agenda” or“initiative.”

Use words like Dell Technologies’ sustainability “strategy”,“commitment”, “plan”, “priorities” or “goals”

Leadership claims or statements
without legally-approved claims
attached to them.

Legally-approved claims that are substantiated and approved.

Don’t use the following terms:• Progress Made Real• Social Impact

Do use:• Business and societal• Social and environmental• Societal

SUSTAINABILITY KNOWLEDGE CENTERSUSTAINABILTY & ESG COMPETENCY

Use Dell legally-approved claims within the Sustainability
Knowledge Center.

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DELL TECHNOLOGIES PARTNER PROGRAMMDF Brand
Governance

PARTNER MARKETING ASSETS BRAND GUIDANCEAWARENESSBranding/
Merchandise
Awareness Event
Digital & Print
Partner EventTo qualify for reimbursement throughthe MDF program, partner-led
marketing activity must represent DellTechnologies appropriately.
All marketing materials created by thepartner should carry designated DellTechnologies Partner Program Tierlogo and a partner’s own company
logo.
Through-partner marketing assets
created by Dell Technologies will carry
the Dell Technologies logo. Theseassets will have a space for a partner
to place their company logo.

• Dell Technologies logo if purchased
through Dell Events shop

DEMAND
GENERATION

Industry EventTelesales

ENABLEMENT• Partner created materials: Dell
Technologies Partner Program Tier logo &company logo
• “Through-partner” materials: Dell
Technologies pre-branding & company logo

Partner Event• Always represent as your own company• Refer to your relationship with Dell
Technologies or refer to Dell Technologies
products/solutions• Partner created materials: Dell
Technologies Partner Program Tier logo &company logo
• “Through-partner” materials: Dell
Technologies pre-branding & company logo

There are certain circumstances where partners may be permitted to use theDell Technologies logo on marketing materials THEY create. For example, for TV
commercials or out-of-home assets (billboards, airports). Such use of theDell Technologies logo always requires pre-approval from Dell.

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DELL TECHNOLOGIES PARTNER PROGRAMMedia Usage
Partners who are members of the Dell
Technologies Partner Program should
follow the given guidelines for use ofDell Technologies assets withinmarketing materials, such aspresentations, event assets, emails,
website presence, social media posts,etc.

MEDIA
Partners should use their designated Dell Technologies Partner
Program Tier logo and their own company logo on all their marketing
materials (emails, social media, paid media, event assets) whenreferring to their relationship with Dell Technologies.
The Dell Technologies Partner Program Tier logo should be separated
from the partner company logo with proper clear space (e.g. one logo
on the right, one logo on the left).
KEYWORD SEARCH
Dell Technologies does not provide approval or permission to external
partners to use the Dell Technologies trademarks in any search engine
advertising. This means that partners cannot bid on any DellTechnologies keywords (ex. Google AdWords) OR if advertisements
appearing on search engines. This is due to the cost effect it has on
our campaigns, loss of brand control and the difficulty to police/
manage external agencies.
Please note that there are workaround to this by region, so please
work with your regional contacts for confirmation.
Please note: Industry standard terms like cloud, software, server,storage, laptop, etc. are not trademarked terms and are approved touse. Please work with your PMM to determine appropriate SEO/SEM
keywords that you may use without violating this policy.

18DELL TECHNOLOGIES PARTNER PROGRAM

Copyright Usage& Disclaimers

Dell Technologies owns the copyrightto all assets provided through our resources.

TERMS & CONDITIONS

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DELL TECHNOLOGIES PARTNER PROGRAM

Final Approvals
Process &Requests for
Exceptions

All Partner created collateral must be approved by Dell Technologies.
Please work with your PMM for approvals.
For an exception to use the Dell Technologies logo, please submit a
3rd party logo license request with full activity details early in yourplanning process to ensure compliance.
For all other exception requests to any policy herein, please workthrough your PMM to make your request to our Partner brandmanager.

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