PUBLIC

Quick Reference Guide
SAP-Related Naming for Partners,Prospects, and Third Parties
March 2019

TABLE OF CONTENTSINTRODUCTION ............................................................................................................................................... 3
NAMING AND MESSAGING: YOUR COMPANY, DOMAINS, AND OFFERINGS ......................................... 3
What you can do ......................................................................................................................................... 3
What you cannot do ................................................................................................................................... 3
Naming guidance ........................................................................................................................................ 4
Using SAP offering names and trademarks ............................................................................................ 4
MENTIONING THE SAP ENVIRONMENT ....................................................................................................... 4
COMPATIBILITY WITH SAP SOFTWARE ...................................................................................................... 5
THIRD-PARTY PRODUCTS WITH EMBEDDED SAP SOFTWARE ............................................................... 6LOGOS AND DESIGN ELEMENTS ................................................................................................................. 62

INTRODUCTION
This quick reference guide helps SAP partners, membersin the SAP PartnerEdge open ecosystem, prospects forpartnerships, and other third parties name their companies,
domains, and SAP-related offerings.
Note: Violations of this guidance can lead to legal
consequences or to your application for an SAP partnership
being held off or not accepted.
The content in this document is valid at the time ofpublication and subject to changes and updates.

ExamplesIncorrect

Correct

SAP-upsThe SAP startupcompany

The Startups
Kickstarting yourSAP® software

Do not create theimpression that thecompany or messaging
is or belongs to SAP.

You may refer to the
SAP environment inmessaging. Do not use“SAP” stand-alone.

Funtelligence

Funtelligence
Services to run withthe best.

Contact brandvoice@sap.com or brand@sap.com
if you have any questions, if you need assistance during
the naming process, or if you have incorrectly named
your company or brand, domains, social media channels,
SAP-related offerings, URLs, events, or logo.

The Best Run Our
SAP CloudIn addition to this document, you can also take the shortvideo training “Naming Your Company and SAP-Related
Products and Offerings.”

Do not copy SAP
messaging lines orslogans. Do not makeyour slogan andmessaging appear as if
from SAP. Do not use
SAP offering names as
if yours.

You may evoke theconnection to SAP.
But create your own
distinct slogan.

AnnualFuntelligence
SAP Conference

AnnualFuntelligence
Conference
Showcasing SAP®
solutions

Do not name yourown events as if an
event held by SAP.

You can refer tothe SAP context inmessaging.

SAPtelligence@xyz.com

Funtelligence@xyz.com

NAMING AND MESSAGING: YOUR
COMPANY, DOMAINS, AND OFFERINGS
What you can do••Mention the names of SAP offerings or therespective SAP environment when describing theircompatibility with your own offerings, solutions,applications, or services
Use general references in messaging, for example,“SAP® solutions,” “SAP® technology,” “SAP®
software”

What you cannot do
Do not include
••
•
•
•

The name “SAP” or variations thereof
The name of an SAP offering orvariations thereof
A logo of SAP or variations thereof
A trademark of SAP
SAP slogans or messaging lines••••••••Your company nameYour product, offering, or service names
Primary URLs, Web site, or domain names
E-mail account names
Social media account/channel names
Claims or slogans
Event names
Any of your logos or visual elements

inCloud solutions torun with the best.

YourSAP@xyz.com
Do not use “SAP” inyour e-mail names.
www.solutions4sap.com

www.funtelligence.com/sap
www.xyz.com/sapsolutions

Do not use “SAP” or
SAP offering names
in your main URL or
in your social media
account names.

You may use a reference
to SAP or our offerings in
the “search area” of a URL,or as topics in social media
and tweets

Neither include or use any official messaging line
or tagline of SAP, such as Run Simple, The BestRun SAP, or other SAP-proprietary messaging.

3Naming guidanceUsing SAP offering names and trademarks

You can state the SAP offering or environment related toyour product or engagement after your product name. For
more information, see “Mentioning the SAP Environment.”

Use the official names of SAP offerings exactly as
they appear in the list of approved names in the Logos,Images & Guidelines section on the SAP PartnerEdge
Web site. If you do not have access to this Web siteor list, contact brandvoice@sap.com.

Do not imply that your product is produced or authorized
by SAP. For example, do not represent your training
programs as "authorized SAP training," unless you havewritten approval from SAP.
Do not use any grammatical construction that makes yourproduct name appear to be an offering from SAP.
Incorrect:
SAP® Extender
SAP® Leonardo by XYZSAP HANA® Analyzer
Company Name 4HANA

You can use an abbreviation or acronym of a name, but only
if it is listed as an official short form with the approved name.
Use the required trademark signs at first mention of an
SAP name. Trademarks are listed with the approved nameand in the trademark list under Additional Trademark Usage
Information for Third Parties on the SAP Web site.

MENTIONING THE SAP ENVIRONMENT
Choose a name that clearly shows that an offering is fromyour company by using your company or brand name.
Do not place “SAP” or the name of any SAP offeringor trademark of SAP immediately next to your company
name, brand names, or product names.
<Partner companyor brand name>
SAP Extender<Partner company or
brand name> Extender<Partner company
or brand name>
SAP Analyzer<Partner company or
brand name> Analyzer

You can refer to an SAP offering name, but not solely to“SAP.” Only use “SAP” without further specification whenreferring to the company, not as a replacement for products,
solutions, or for the SAP portfolio as a whole. Do not use a
trademark sign with “SAP” when referring to the company.
Our product runs
with SAP.

We partner with SAP
to help you …
We work together withSAP to …

Slogan: SAP for You<Partner product name> for SAP S/4HANA®
<Partner product name> for SAP HANA®
Use natural language to communicate that your productis designed for use with SAP solutions or with a specific
SAP offering. For more information, see Compatibility
with SAP Software and Additional Trademark Usage
Information for Third Parties on the SAP Web site.
<Partner product name> provides additional
functionality for the following SAP® solutions: …

Include your company or brand name in an offering namethat mentions the SAP environment.
Data Manager forSAP® Cloud forCustomer

Our product runs withSAP S/4HANA®
We offer an add-on toSAP S/4HANA®

<Company name>Your product or offering name can state the relevant
SAP environment as an addition using “for.”<Company name>
Slogan: ManagingSAP® Solutions for You<Partner company or
brand name> DataManager for SAP®
Cloud for Customer

Use “for” to denote the SAP environment, not “with” orwords that could be misinterpreted.
<Partner productname> with SAP
S/4HANA®

<Partner productname> for SAP
S/4HANA®

You can also refer to “SAP® software,” “SAP® solutions,”“SAP® applications,” “SAP® technology,” or otherdescriptive terms. Do not simply say “for SAP.”<Partner productname> for SAP<Partner productname> for SAP®
solutions

4

COMPATIBILITY WITH SAP SOFTWARE
You can communicate that your offering is “for,” “based on,”“designed for use with,” “compatible with,” “works well with,”“is complementary to,” “runs on,” “runs with,” or “is an add-on
for/to” an SAP product.
Our product is designed for use with/works wellwith SAP® Customer Data Cloud solutions.
Our application is compatible with/complementaryto SAP S/4HANA®.
Our application is based on the SAP HANA®
business data platform.
Our application runs with SAP Business One®.
Our solution is an add-on to SAP S/4HANA®.

Clearly show that your product is designed to work with theSAP offering. Avoid language that implies the two products
are bundled together and offered as a singular, pricedoffering, unless it is an explicitly approved codevelopment
and jointly marketed offering.
Our application
is part of SAP®
Customer Data
Cloud.

Our application can
integrate with SAP®
Customer Data Cloud
solutions.

Our application
complements SAP®
Customer Data
Cloud.

Our application
integrates with SAP®
Customer Data Cloud
solutions.
Our application works
well with SAP®
Customer Data Cloudsolutions.
Our applicationinteroperates withSAP® Customer Data
Cloud solutions.

When accurate, you can communicate that your product’s
interface to the SAP offering is designed to allow the twoofferings to work together without further integration effort
from the customer. You can use the word “integration.” Do
not imply that the two products are bundled together andoffered to customers as a singular, priced offering.
Our application isintegrated with theSAP HANA®
business data
platform for dataexchange. This
integration helps
organizations
implement
business
processes.
Our application
comes integratedwith SAP® Cloud
Platform for dataexchange. This
integration helps
organizations
implementbusinessprocesses.

Our application can
integrate with SAP
HANA® for dataexchange. This
integration helps
organizations
implement businessprocesses.
Our application
integrates with SAP
HANA® for dataexchange. This
integration helps
organizations
implement businessprocesses.
Our application workswith SAP® Cloud
Platform for dataexchange. This
integration helps
organizations
implement businessprocesses in the cloud.

When referring to compatibility, refer to SAP software or toa specific SAP product, not just to “SAP.”
Our solutions runwith SAP.

Our solutions aredesigned for use
with SAP® software.
Our solutions run
with SAP S/4HANA®
applications.

Our application runs
on SAP® Customer
Data Cloud solutions.

5

THIRD-PARTY PRODUCTS WITH EMBEDDEDSAP SOFTWARELOGOS AND DESIGN ELEMENTS

You can communicate that your solution or offering uses
embedded SAP software. Use the SAP brand name or
SAP-approved terminology, accurately stating the scopeof included SAP software or technology.

Note: Marketing and communications materials frompartners must not include the SAP corporate logo or
the SAP corporate design style.
Always use your own corporate logo and design.

Our product includes SAP® Billing and Revenue
Innovation Management.
Refer to “SAP® software” in general statements whenmore than one product is included but identify specific
SAP offerings when space permits.
Our productincludes SAP.

Our product includes
SAP® software.
Our product includes
SAP® Business Suiteapplications.

For partner or third-party products that include SAP software,
you can use “with” or “for” SAP <product name>. For offerings
that include multiple SAP products, you can use the generaldescriptor “with” or “for” SAP® software.
<Partner productname> with SAP<Partner product name>for SAP S/4HANA®

<Partner productname> enabledby SAP<Partner product name>with SAP S/4HANA®

Additionally, you can include your SAP partner logo andany special logos, font treatments, or messaging lines thatare granted to you by SAP once you become an active
SAP partner or pass any required certification orqualification criteria.
Branding, logo, and communication guidelines areavailable to SAP partners on the SAP PartnerEdge Web
site once they have signed their partner agreement orcontract with SAP.
In special circumstances, a piece of cobranded marketing
material may need to include both the SAP corporate logo
and the corporate logo of the partner. Because of thelegal responsibilities implied by use of the SAP corporate
logo and the partner logo in joint branding, this is only
allowed in restricted cases. If you are developing any
cobranded materials, first contact the Global Brand team(brand@sap.com) for approval.
SAP-related external marketing material and press
releases published by a partner must be approved by thepartner’s local or global SAP partner management or PR
team prior to public release.

<Partner productname> poweredby SAP S/4HANA<Partner productname> based on
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