MySQL USAGE GUIDELINES

MySQL USAGEGUIDELINES

February 13, 2008

MySQL Brand OverviewThe Branding and Naming objective of Sun Microsystems is to leverage the existing brand equity of MySQL, while ensuring customer confidence that the positive attributes and products of MySQL will be maintained.

The MySQL brand will join the Sun open source brands, OpenSolaris and GlassFish.

Sun’s Visual ID Guidelines, templates, and resources are available on the Sun Brand Extanet, brand.sun.com.All new and updated materials will pass through the established Sun Microsystems [email protected] process and procedures.

Contacts:

Susan Space, [email protected], Director Brand & Advertising

Randy Burgess, [email protected], Group Manager Brand Strategy and Creative

Sarah Hammond, [email protected], Brand Strategy

Zee Zee Matta, [email protected], Art Director

GlassFish

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BRAND EQUITY

When the Sun brand and sub-brands are communicated consistently in the marketplace, it enhances the overall image of Sun and contributes to a clearer understanding among key stakeholders of the Sun portfolio, its value proposition, and the benefits it provides. A strong Sun brand is good for everyone who is part of the Sun community.

When all Sun employees, partners, and collaborators adhere to the naming and trademark policy, the following goals can be achieved:

•ReinforceandstrengthentheSunmasterbrand

•IncreaseawarenessofSunastheownerofitssub-brandsandproducts

•MaximizetheequitythatalreadyexistsforSunbrandsandproducts

•Mitigatebrandconfusionbyeliminating‘siloed’brandingprocedures

•Ensurealucidandcohesivebrandexperienceforbothinternalandexternalaudiences

•Ensurethat,whenfuturebrandsareaddedtotheportfolioastheresultofinnovationoracquisition, they are communicated clearly and effectively

Big Rules: MySQL sub-brand Big Rules Guidelines

•TheMySQLsub-brandwillbegivenstatussimilartoOpenSolarisinallcompany wide advertising and branding initiatives.

•TheMySQLbrandwillbereferencedas“MySQL(tm)”andwillmaintainitsexisting name, color palette and identity.

•ExistingMySQLproductnamingandservicenamingwillmaintainthecurrentMySQLguidelines and conventions. New MySQL product naming and service naming will use the MySQL brand name and adopt the Sun naming guidelines and conventions similar to other Sun sub-brands.

•TheMySQLsub-brandwillmaintaintheMySQLbrandguidelinesforallproduct,serviceandcustomertouchpoints. The MySQL logo and the Sun logo should be used together in the approved logo lock up as shown below.

XX

X

Logo Placement Examples

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Timelines, Templates, and Resources

•AllNEWmaterialacrossinternalcommunications,externalcustomerandpartnercommunicationsandtouchpointswill maintain the MySQL brand standards and guidelines.

•AllBusinessCommunicationsshouldfollowtheSunMicrosystemsCorporateBrandguidelines,whereSunisthemaster brand and there are no sub-brand signatures. This includes: corporate letterhead, corporate presentations, press releases, investor folder, fax covers sheets, and e-mail signatures.

•AllMySQLProductandServicecustomerorientedcommunicationsshouldfollowtheMySQLsub-brandguidelines.ThisincludesproductsupportmaterialswithMySQLsignaturessuchasCD’s,Packaging,Success Stories, and Datasheets.

•AllavailableMySQLsub-brandtemplateswillbeaccessiblefromtheSunBrandExtranet.Sun Brand Extranet --> https://brand.sun.com [u: ??? p: sunbrand]

•ExistingMySQLsub-brandmaterialsacrosscustomertouchpointsarecurrentlyundergoingabrandmigrationupdateandaCommunicationRoll-outplanisbeingdeveloped.Inthemeantime,BrandIntegrationActivitiesand guidelines are available, as well as, all MySQL sub-brand templates will be accessible from the Sun BrandExtranet from Day 1 of the announcement.Sun Brand Extranet --> https://brand.sun.com u: ??? p: sunbrand]

•TheMySQLnamingmigrationtotheSunBrandguidelineswilloccurinstagesupto1yearafterDay1Close.The intent is for the name updates to coincide with dates scheduled for product updates and new releases.

•CampusandBuildingsignageandguestfacingmediawillupdatetoSunStandards.

•PublicationsandPresentationsincludingtechnicalwhitepapers,corporateandsalespresentation,etc.,will be migrated within 60 days of Close. The templates will be available day one.

•[email protected]

•mysql.comandeventwebpropertieswillupdateforDay1oftheannouncementtoreflectthelogoupdateand other Sun brand related updates.

•AllnewandupdatedmaterialswillpassthroughtheestablishedSunMicrosystemsbrand- [email protected] process and procedures

TBD

•AllBusinessCommunicationsshouldfollowtheSunMicrosystemsCorporateBrandguidelines,whereSunisthe

TBD

•AllBusinessCommunicationsshouldfollowtheSunMicrosystemsCorporateBrandguidelines,whereSunisthemaster brand and there are no sub-brand signatures. This includes: corporate letterhead, corporate presentations,

TBD

master brand and there are no sub-brand signatures. This includes: corporate letterhead, corporate presentations, press releases, investor folder, fax covers sheets, and e-mail signatures.

TBD

press releases, investor folder, fax covers sheets, and e-mail signatures.

•AllMySQLProductandServicecustomerorientedcommunicationsshouldfollowtheMySQLsub-brand

TBD

•AllMySQLProductandServicecustomerorientedcommunicationsshouldfollowtheMySQLsub-brandguidelines.ThisincludesproductsupportmaterialswithMySQLsignaturessuchasCD’s,Packaging,

TBD

guidelines.ThisincludesproductsupportmaterialswithMySQLsignaturessuchasCD’s,Packaging,

•AllavailableMySQLsub-brandtemplateswillbeaccessiblefromtheSunBrandExtranet.

TBD•AllavailableMySQLsub-brandtemplateswillbeaccessiblefromtheSunBrandExtranet.

Sun Brand Extranet --> https://brand.sun.com [u: ??? p: sunbrand]

TBDSun Brand Extranet --> https://brand.sun.com [u: ??? p: sunbrand]

•ExistingMySQLsub-brandmaterialsacrosscustomertouchpointsarecurrentlyundergoingabrandmigration

TBD•ExistingMySQLsub-brandmaterialsacrosscustomertouchpointsarecurrentlyundergoingabrandmigration

updateandaCommunicationRoll-outplanisbeingdeveloped.Inthemeantime,BrandIntegrationActivities

TBDupdateandaCommunicationRoll-outplanisbeingdeveloped.Inthemeantime,BrandIntegrationActivities

and guidelines are available, as well as, all MySQL sub-brand templates will be accessible from the Sun Brand

TBDand guidelines are available, as well as, all MySQL sub-brand templates will be accessible from the Sun Brand

Extranet from Day 1 of the announcement.

TBDExtranet from Day 1 of the announcement.

Sun Brand Extranet --> https://brand.sun.com u: ??? p: sunbrand]

TBDSun Brand Extranet --> https://brand.sun.com u: ??? p: sunbrand]

•TheMySQLnamingmigrationtotheSunBrandguidelineswilloccurinstagesupto1yearafterDay1Close.

TBD

•TheMySQLnamingmigrationtotheSunBrandguidelineswilloccurinstagesupto1yearafterDay1Close.The intent is for the name updates to coincide with dates scheduled for product updates and new releases.TB

DThe intent is for the name updates to coincide with dates scheduled for product updates and new releases.TB

D•CampusandBuildingsignageandguestfacingmediawillupdatetoSunStandards.TB

D•CampusandBuildingsignageandguestfacingmediawillupdatetoSunStandards.

•PublicationsandPresentationsincludingtechnicalwhitepapers,corporateandsalespresentation,etc.,TBD

•PublicationsandPresentationsincludingtechnicalwhitepapers,corporateandsalespresentation,etc.,will be migrated within 60 days of Close. The templates will be available day one.TB

Dwill be migrated within 60 days of Close. The templates will be available day one.



•mysql.comandeventwebpropertieswillupdateforDay1oftheannouncementtoreflectthelogoupdateTBD

•mysql.comandeventwebpropertieswillupdateforDay1oftheannouncementtoreflectthelogoupdateand other Sun brand related updates.TB

Dand other Sun brand related updates.

Amendment ItemsBrand Itegration Activities Across Touchpoints

The following tables identify specific brand integration issues and activities for the MySQL brand update.

1. Business Communications—Publications and Presentations: technical whitepapers, corporate and sales presentations, etc...Action: All Business Communications should follow the Sun Microsystems Corporate Brand guidelines, where Sun is the master brand and there are no sub-brand signatures. This includes business communications using the corporate letterhead, corporate presentations, press releases, investor folder, fax covers sheets, and e-mail signatures.

Global Communications•BusinessCards •CorporateLetterhead

•CorporatePresentation •ExecutiveBio’s

•FaxCover •InvestorFolder

•PressRelease •eMailSignatures

•Buiilding&CampusSignage •GuestFacingMedia

•EventSignage*

Sun Brand Extranet --> https://brand.sun.com u: ??? p: sunbrand

2. Product and Service Communications:Product,serviceandsalessupportingmaterialsAction:AllMySQLProductandMySQLServicecustomerorientedcommunicationsshouldfollowthesub-brandguidelines.Thisincludesproductsupportmaterialswithsub-brandsignaturessuchasCD’s,Packaging,success Stories, and datasheets.

Marcom•CD’s •Datasheets

•Posters •SuccessStories

•URLcards •Whitepapers


TBD


TBD


1. Business Communications—Publications and Presentations:

TBD

1. Business Communications—Publications and Presentations: technical whitepapers, corporate and sales

TBD technical whitepapers, corporate and sales

All Business Communications should follow the Sun Microsystems Corporate Brand guidelines, where

TBD

All Business Communications should follow the Sun Microsystems Corporate Brand guidelines, where Sun is the master brand and there are no sub-brand signatures. This includes business communications using

TBD

Sun is the master brand and there are no sub-brand signatures. This includes business communications using the corporate letterhead, corporate presentations, press releases, investor folder, fax covers sheets, and e-

TBDthe corporate letterhead, corporate presentations, press releases, investor folder, fax covers sheets, and e-

•BusinessCards •CorporateLetterhead

TBD•BusinessCards •CorporateLetterhead

•CorporatePresentation •ExecutiveBio’s

TBD•CorporatePresentation •ExecutiveBio’s

•FaxCover •InvestorFolder

TBD•FaxCover •InvestorFolder

•PressRelease •eMailSignatures

TBD•PressRelease •eMailSignatures


TBD


•EventSignage* TBD

•EventSignage*

Sun Brand Extranet --> https://brand.sun.com u: ??? p: sunbrandTBD


2. Product and Service Communications:TBD

2. Product and Service Communications:Product,serviceandsalessupportingmaterialsTBD

Product,serviceandsalessupportingmaterialsTBD

AllMySQLProductandMySQLServicecustomerorientedcommunicationsshouldfollowthesub-TBD

AllMySQLProductandMySQLServicecustomerorientedcommunicationsshouldfollowthesub-brandguidelines.Thisincludesproductsupportmaterialswithsub-brandsignaturessuchasCD’s,Packaging,TB

Dbrandguidelines.Thisincludesproductsupportmaterialswithsub-brandsignaturessuchasCD’s,Packaging,success Stories, and datasheets.TB

Dsuccess Stories, and datasheets.

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3. Product Name IntegrationActions:ProductnameintegrationwilladheretoSun’snamingpolicyandexistingMySQLnames,packaging,industrydesign(faceplates,etc.),associateddocumentation,web,collateraletc.,isplannedtochangewithin1yearofclosetoallow for partner integrated products. The priority for MySQL product name changing is as follows:

•XXX •XXX

•XXX •XXX

•XXX

The MySQL names will follow Sun Guidelines as use MySQL followed by generic descriptive terms. A complete reviewand timeline of any naming change for all offerings will be addressed and prioritized with the product business teams.

4. Advertising: online and offline across all customer and partner touchpoints.Actions: All new advertising campaigns across any and media channels needs to update to the appropriate Sun and MySQL Advertising standards.

5. Audio: phone support linesAction:AllTechnical,pre-sales,productsupport(18002754785)andothersupportlinesshouldupdatetheirAudiowel-come message and recordings to include the Sun Microsystems Audio Branding.

TBD

allow for partner integrated products. The priority for MySQL product name changing is as follows:

TBD

allow for partner integrated products. The priority for MySQL product name changing is as follows:

The MySQL names will follow Sun Guidelines as use MySQL followed by generic descriptive terms. A complete review

TBDThe MySQL names will follow Sun Guidelines as use MySQL followed by generic descriptive terms. A complete review

and timeline of any naming change for all offerings will be addressed and prioritized with the product business teams.

TBDand timeline of any naming change for all offerings will be addressed and prioritized with the product business teams.

online and offline across all customer and partner touchpoints.

TBD online and offline across all customer and partner touchpoints.

All new advertising campaigns across any and media channels needs to update to the appropriate Sun and

TBD All new advertising campaigns across any and media channels needs to update to the appropriate Sun and

MySQL Advertising standards.

TBDMySQL Advertising standards.

TBD phone support lines

TBD phone support lines

AllTechnical,pre-sales,productsupport(18002754785)andothersupportlinesshouldupdatetheirAudiowel-

TBD

AllTechnical,pre-sales,productsupport(18002754785)andothersupportlinesshouldupdatetheirAudiowel-

TBD

come message and recordings to include the Sun Microsystems Audio Branding.

TBD

come message and recordings to include the Sun Microsystems Audio Branding.

6. Events and TradeshowsAction:•Badges •BinderCovers

•EvaluationForms •Invitations

•Notepad •Signage:Easel/Directional

•Signage:Registration •StagingandBranding

•EventBanner

All new materials should adhere to Sun’s Corporate Brand standards.

7. HardwareAction: n/a for MySQL

8. Product Packaging:Packaging,Manuals,Brochures,etc...Action: All new materials should adhere to Sun’s standards.

9. Software User Interfaces:Action:Allnewsoftwareandweb-basedapplicationuserinterfacesshouldadopttheSunUserInterfaceguidelinesandpassthroughappropriateSunReviews.TB

D•Notepad •Signage:Easel/Directional

TBD

•Notepad •Signage:Easel/Directional


TBD


All new materials should adhere to Sun’s Corporate Brand standards.

TBDAll new materials should adhere to Sun’s Corporate Brand standards.

n/a for MySQL

TBD n/a for MySQL

8. Product Packaging:

TBD8. Product Packaging:Packaging,Manuals,Brochures,etc...

TBDPackaging,Manuals,Brochures,etc...

All new materials should adhere to Sun’s standards.

TBD All new materials should adhere to Sun’s standards.

TBD

9. Software User Interfaces:

TBD

9. Software User Interfaces:Action:

TBD

Action:Allnewsoftwareandweb-basedapplicationuserinterfacesshouldadopttheSunUserInterface

TBD

Allnewsoftwareandweb-basedapplicationuserinterfacesshouldadopttheSunUserInterfaceguidelinesandpassthroughappropriateSunReviews.TB

DguidelinesandpassthroughappropriateSunReviews.

Documents

MySQL USAGE GUIDELINES