Your logo
Your company's logo should be the primary identity in your communications.
Content
Highlight your tagline or marketing message.
Emblem usage
Present the emblem at a secondary level in equal proportion to other business partner emblems.
Co-sponsored events, co-marketing programs and direct mail: IBM often participates with Business Partners in co-sponsoring events,
such as sharing booths at trade shows, preparing advertisements in comarketing programs, and creating direct mail to be sent to Business Partners' customers and prospects.
In these situations, the Business Partner should be presented as the primary author or source of the materials, and the call to action should be directed to the Business Partner, regardless of IBM's participation and contribution. For this reason, branding should be through the Business Partner emblem, and at no time should the IBM logo be used in conjunction with a Business Partner's identity on materials for these events.
Emblem usage
Do not de-emphasize your company's identity.
