1. Guidelines and Resources for Microsoft Dynamics Partners

2. Thank you for being stewards of the Microsoft brand and being a part of the Microsoft Dynamics partner family. Partners play an important role in representing the Microsoft Brand to our customers. Please refer to these brand guidelines to ensure you are accurately representing Microsoft Dynamics in the marketplace. If you have any questions about this guidance document, please contact brand@microsoft.com. Thank you for your continued support of Microsoft Dynamics.brand@microsoft.com Help Center Updated guidance and assets: Brand Central Help or questions about the brand:

3. 3 Contents 4Microsoft as the lead brand 7Microsoft branded communications 11Partner branded communications 14 Programs for Microsoft Dynamics partners 18Product Tile Usage Guidelines 22Additional Guidance 31Exception Guidelines

4. Home Microsoft as the lead brand

5. Home Graphics and visual assets All commercial branding, including that for Microsoft Dynamics, leads with the Microsoft brand. Microsoft Dynamics is the product family. As a Microsoft partners, you have access to a rich pool of ready- to-use marketing resources to support you in creating demand for your partner products, services, and solutions. Partners and other third parties may not use Microsoft logos, product icons, photography, or other brand assets directly or outside of the materials provided on PartnerSource, the Microsoft Partner Network or through local Partner Marketing Service agencies. Partner assets can be obtained from the following sources: Microsoft Partner Network http://members.microsoft.com/partner/default.aspx Based on your level of membership, certifications, and achieved competencies, you have access to applicable logos, photography, product tiles, Web banners, and marketing campaigns. Detailed usage guidelines are posted with each asset type. Microsoft Dynamics PartnerSource https://mbs.microsoft.com/partnersource Detailed usage guidelines are posted with each asset type. 5

6. Home Ready to use marketing materials on Microsoft Partner Network: Examples Email templateSocial Copy Web BannersVertical Industry Email Templates 6

7. Home Microsoft branded communications

8. Home Co-branding guidelines While partners may not use Microsoft logos, product icons, photography, or other brand graphics outside of the examples listed above, there are several ways which a partner may reference or co-brand with Microsoft in marketing materials. Please use the following guidance to ensure that the correct brand and message are clear to the customer: All pieces should have one lead brand – either Microsoft or the partner’s brand. The lead brand is chosen based on the target audience and objective of the piece. That lead brand governs the look and feel of the piece. Only one visual identity will be used and one logo can sign off a piece - that of the lead brand. The secondary brand may be represented in the copy and content of a piece. The examples on page 10 illustrate this approach. You can apply the same logic and approach to other situations 8

9. Home When Microsoft is the lead brand Microsoft partners have access to a rich pool of ready-to-use marketing resources to support you in creating demand for partner products, services, and solutions. Where Microsoft Dynamics is creating marketing and other communications, the Microsoft brand is the lead brand and partner brand is the secondary brand. Microsoft may specify that the content is specific to Microsoft Dynamics through the use of a Microsoft Dynamics logotype. Partners may have an opportunity to co-brand the materials, but may not alter or repurpose any Microsoft or Microsoft Dynamics brand elements in the piece. The visual identity of the partner brand would not be mixed into the piece or even be used at all. The most prominent logo on the piece should be the Microsoft logo. Where a partner is allowed to add their logo, that logo should always be in a subordinate position and smaller than the Microsoft logo. Other brands represented in the piece (such as that of the partner entity or partner solution) should be treated in the copy and content area of the piece. 9

10. Home Examples of marketing campaign materials from Microsoft or Microsoft Dynamics (with partner logo in secondary position) Example of a Microsoft Dynamics branded flyer with partner co-branding (key message, call-to-action, logo, and contact information) Microsoft Dynamics 10

11. Home Partner branded communications 11

12. Home When Microsoft is the secondary brand In many instances, the partner may create their own marketing pieces which reference Microsoft or Microsoft Dynamics. When creating your own partner marketing materials and web sites, feature your brand/visual identity to promote your company and build your brand awareness. Where the partner is creating marketing and other communications, the partner brand is the lead brand and Microsoft is the secondary brand. The overall look and feel reflects the partner’s brand identity. All the mandatory partner brand elements should be in use in the entire piece. Partners may not use Microsoft logos, product icons, photography, or other brand graphics, you may reference Microsoft or Microsoft Dynamics and products in text/copy on packaging, promotional or advertising materials, or your Web site to indicate that your product or service is built for or compatible with Microsoft Dynamics. The following general guidance should be applied to partner marketing pieces and other communications that reference the Microsoft Dynamics brand. The Microsoft visual identity (photography, color palette, etc.) would not be mixed into the piece or even be used at all. 12

13. Home An example of the branding approach for a partner-led communication: 13

14. Home Programs for Microsoft Dynamics Partners

15. Home There are several programs available for a partner entity and to communicate earned competencies for Microsoft Dynamics partners. These initiatives enable you to market and sell Microsoft Dynamics products and/or solutions even more effectively. To learn how to qualify for and participate in each initiative, please refer to the information below. 15

16. Home Certified for Microsoft Dynamics ® Overview ISVs can certify their ISV solution for one (or more) of the Microsoft Dynamics product lines The ISV solution certification process includes third party solution testing and customer references Once the ISV solution certification process is complete, qualified partners may obtain credentials to access the appropriate Certified for Microsoft Dynamics logo for which their solution is certified via the Certified for Microsoft Dynamics Logo Library. Prior to accessing the Certified for Microsoft Dynamics logo, you will be required to accept the terms and conditions of the Certified for Microsoft Dynamics Logo Licensing Agreement. Qualified partners may then use the Certified for Microsoft Dynamics logo to market their certified ISV solution. Restrictions Partners may only use the Certified for Microsoft Dynamics logo as provided by Microsoft. You may not alter the logo in any manner. The Certified for Microsoft Dynamics logo may only be used in the context of the specific ISV solution the partner has certified. The Certified for Microsoft Dynamics logos may not be used to market partner company/entity or other uncertified solutions. Detailed logo usage guidelines are provided to partners about these and other restrictions. Questions dyncert@microsoft.com What the logo/graphics look like Example of the Certified for Microsoft Dynamics logo NAV Certified for 16

17. Home Microsoft Partner Network Overview A Microsoft partner logo has recently been refreshed for communications between partners and their customers. Microsoft partners can represent their partner entity’s relationship with Microsoft via the Microsoft Partner logo. Earned partner competencies may be included in the Microsoft Partner logo, so that the partner can represent its training and expertise to its customers. The competencies directly related to Microsoft Dynamics are ERP and CRM. Microsoft Partner Network A Microsoft partner logo has recently been refreshed for communications between partners and their customers. Microsoft partners can represent their partner entity’s relationship with Microsoft via the Microsoft Partner logo. Earned partner competencies may be included in the Microsoft Partner logo, so that the partner can represent its training and expertise to its customers. The competencies directly related to Microsoft Dynamics are ERP and CRM. Restrictions Partners may only use the Microsoft Partner logos with ERP, CRM or other competencies as provided by Microsoft. You may not alter the logo in any manner. Partners may not use the Microsoft Dynamics logo in place of, or as part of, the Microsoft Partner Network ERP and/or CRM competency logos, or use the Microsoft Dynamics logo separately. Detailed logo usage guidelines are provided to partners about these and other restrictions on the Microsoft Partner Network site. Where partners can get more info Microsoft Partner Network site: https://partner.microsoft.com/us/partner?countrycode=en-us Questions brand@microsoft.com What the logo/graphics look like Examples of the Microsoft Partner logo with Gold and Silver level competencies: 17

18. Home Product Tile Usage Guidelines

19. Home Overview Microsoft understands that our technology partners want to promote that they sell and/or service specific Microsoft products and services in their marketing efforts targeted to customers. We are pleased to be able to provide our partners with Microsoft Dynamics product tiles for limited use in their marketing materials. Use of these product images must comply with all guidelines outlined in this document. These product images complement existing logo programs and are not intended to replace any programs or other guidelines currently in place 19

20. Home The product images may only be used to promote the Microsoft products and services represented in the product image. They may not be used in any manner that may cause confusion about whether your products or services are from Microsoft, or that implies that Microsoft is affiliated with, sponsors, endorses or approves of you or your products or services. No translations or localizations are permitted You may not alter the product images in any way except to resize an entire image. Any element contained within the product image (i.e., graphics, artwork, or trade dress) cannot be used independently of the entire image. You may not combine the product images with any other symbols, words, images or designs. No Microsoft brand elements or identity may be used other than the specified product images made available through the partner portal. When using the Microsoft product images, you must also display your own product name, company name or logo or other branding in the primary and more prominent branding position. The product images may be used to advertise Microsoft products preinstalled on hardware systems or devices; provided no modifications or customizations have been made to the Microsoft product. They may not be used to indicate compatibility with Microsoft software. The quality of the systems and devices you offer in connection with your use of the product images must meet or exceed standards of quality and performance generally accepted in the industry. The product images may not be used on or in connection with any material that disparages Microsoft or any of its products or services. The product images may not be used in connection with materials, products, or services that would violate applicable laws, rules, or regulations. The product images are for use by Microsoft partners only as enrolled in the Microsoft Partner Program and are not to be circulated to those who are not members. You must include the following attribution statement: “Microsoft product images reprinted with permission from Microsoft Corporation.” Your use of product images may not be obscene or pornographic. If any Microsoft product is mentioned in your marketing materials, the full name of the Microsoft product(s) must be used at first and most prominent mention, and the Microsoft trademark(s) may need to be marked as indicated on Microsoft’s trademark list which may be found at: http://www.microsoft.com/library/toolbar/3.0/trademarks/en- us.mspx) MICROSOFT http://www.microsoft.com/library/toolbar/3.0/trademarks/en- us.mspx) MICROSOFT Instructions for partners when using Microsoft product images and tiles: 20

21. Home These tiles are available to partners for limited use in marketing activities such as advertising, documentation (including educational brochures), tutorial books, videotapes, or websites, provided that all uses comply with all terms in this document, including the following additional guidelines. These product tiles use approved product signature lockups along with key brand/product identity elements and colors, and the Microsoft logo. To help provide consistency, the size and placement of each of these elements is designed to provide maximum legibility. The rounded dimensional edge is important to help have a unified look and feel across all Microsoft product offerings. Two formats are provided for easy usage for both print and online. Please visit Marketing > Logos > Microsoft Dynamics Tiles page of PartnerSource to obtain this artwork.PartnerSource Microsoft Product Tiles Product tile examples Note: Partners actively selling legacy version of Microsoft Dynamics should begin using the new updated tiles above versus the legacy tile to the left. 21 C5

22. Home Additional Guidance

23. Home When naming a partner offering, it is important that partner application name and entity is clear to a customer. The following naming approach is applicable to partner offerings to ensure clarity and proper use of the Microsoft Dynamics name: First use: for Microsoft Dynamics Second/subsequent use: for Microsoft Dynamics Where the partner solution works with both Microsoft Dynamics ERP and Microsoft Dynamics CRM products, the partner may use the following references which do not specifically note the product line: First use: for Microsoft Dynamics Second/subsequent use: for Microsoft Dynamics 23 In general, partners should apply these naming principles to their offerings that relate to Microsoft Dynamics products. Use the Microsoft Dynamics name in a referential phrase such as “works with Microsoft Dynamics AX,” “runs on Microsoft Dynamics CRM,” “for use with Microsoft Dynamics NAV,” “for Microsoft Dynamics GP,” or “compatible with Microsoft Dynamics SL.” Do not use Microsoft Dynamics in your product or service name or your company name, except as outlined above in referential usage. Do not use product, service or company names that could be confused with the Microsoft Dynamics name. For example: Correct: Fabrikam Mobile Service for Microsoft Dynamics CRM Incorrect: Microsoft Dynamics CRM Mobile Service, or Dynamic CRM Mobile Service How to refer to Microsoft Dynamics in your partner offerings While partners may not use the Microsoft Dynamics logos, product icons, photography, or other brand graphics (outside of the guidelines listed previously), they may reference the Microsoft Dynamics brand and products in text/copy on packaging, promotional or advertising materials, or web site to indicate that the product or service is compatible with Microsoft Dynamics.

24. Home Naming guidelines for Microsoft Dynamics products All Microsoft products follow a consistent naming convention for first and second usage. The following table illustrates how Microsoft Dynamics first usage and second mention guidelines should be applied in partner text and copy. Typically, a partner solution is built for a specific Microsoft Dynamics product line and version, so it is important to include this information when mentioning what your solution or offering is compatible with. When it is necessary to refer to a specific version of a product, include the version number only on the first reference. Where the context makes it clear which version is the subject, you may drop the version number at later mentions. The table illustrates how Microsoft Dynamics products should be referenced in first usage and second/subsequent mention in partner text and copy. First mentionSecond and subsequent mentions Microsoft Dynamics AXDynamics AX Microsoft Dynamics C5Dynamics C5 Microsoft Dynamics CRMDynamics CRM Microsoft Dynamics GPDynamics GP Microsoft Dynamics NAVDynamics NAV Microsoft Dynamics SLDynamics SL Microsoft Dynamics MarketingDynamics Marketing Microsoft Social EngagementSocial Engagement Parature, from Microsoft Product lineFirst mentionSecond and subsequent mentions Microsoft Dynamics AX Microsoft Dynamics AX 2012 Dynamics AX Microsoft Dynamics AX 2009 Dynamics AX Microsoft Dynamics AX 5.0 Dynamics AX Microsoft Dynamics AX for Retail Dynamics AX for Retail Microsoft Dynamics CRM Microsoft Dynamics CRM 2013 Dynamics CRM Microsoft Dynamics CRM 2011 (This was also known as codename: Microsoft Dynamics CRM "5.") Dynamics CRM Microsoft Dynamics CRM 4.0 Dynamics CRM Microsoft Dynamics CRM Online Dynamics CRM Online Microsoft Dynamics GP Microsoft Dynamics GP 2013 Dynamics GP Microsoft Dynamics GP 2010 Dynamics GP Microsoft Dynamics GP 10.0 Dynamics GP Microsoft Dynamics NAV Microsoft Dynamics NAV 2013 Dynamics NAV Microsoft Dynamics NAV 2009 Dynamics NAV Microsoft Dynamics NAV 5.0 Dynamics NAV Microsoft Dynamics SL Microsoft Dynamics SL 2011 Dynamics SL Microsoft Dynamics SL 7.0 Dynamics SL 24

25. Home Where a masthead exists in Microsoft Dynamics products, such as Microsoft Dynamics CRM or Microsoft Dynamics NAV, the Microsoft Dynamics product name in the application will be standardized to appear as a text in the application masthead. When no partner application is present or the partner has chosen not to surface their offering in the user experience, the Microsoft Dynamics product name will appear as shown below. 25 Product Mastheads SALESSERVICEMARKETINGSETTINGHELP | SALES ˅ Account | ˅ Create ˅ CRM

26. Home Within the product user interface, it is common for partners to include iconography and other verbiage to designate their application to the Microsoft Dynamics user. Within the text string in the product masthead (on-premises client and web components), partners may co-brand with their product name. If the partner chooses to surface their application name within the Microsoft Dynamics application, they must follow the approach of including the partner offering name in the text string at the top of the application, as shown below. The partner’s product name in the text string must always be equal to or smaller than the Microsoft Dynamics product name. The partner’s offering name must only be used in this text string. Partners may not include marketing messaging or other verbiage. 26 Co-branded Masthead

27. Home The partner’s combined solution name should appear after the Microsoft Dynamics product name. The text string language must adhere to the following Partners may not include other language that is not part of their combined solution name, nor may they include a partner logo or other graphics. The partner entity or company name should not be used in lieu of the partner offering or solution name. The partner’s combined solution name should appear after the Microsoft Dynamics product name. The text string language must adhere to the following: 27 Incorrect Partner combined solution name for Microsoft Dynamics Partner entity/company name, powered by Microsoft Dynamics Partner entity/company name for Microsoft Dynamics Note that exceptions may apply for certain partners. Please see the Exception Guidelines (See pages 31-33). Correct Microsoft Dynamics – Partner combined solution name Microsoft Dynamics with Partner combined solution name

28. Home Other Co-branding Partners may not co-brand other areas of Microsoft Dynamics products with either text strings or partner logos or graphics. Other graphical elements that are part of a partner’s application should only be inserted if they are functional elements (e.g. clickable icons/buttons) and should not contain the partner logo. But functional elements may not be decorative or interfere with the overall user experience flow. No other co-branding within the user experience is appropriate. No co- branding of the splash screen or other locations within the product are allowed. Microsoft Dynamics logos may not be used in conjunction with general marketing content or other efforts that promote the Microsoft Dynamics or partner applications. Microsoft Dynamics logos may not be used on packaging, or within the software, product experience, user interface or other aspects of the partner’s software solution. Microsoft Dynamics logos may not be used on any hardware or other components. Microsoft Dynamics logos may never appear connected to or as part of any other symbol, icon, or partner logo. Partners may not use the Microsoft Dynamics product name in conjunction with competitive offers, product names, or brands. 28

29. Home Action Pane Icons When icons are placed in the action pane, they must be functional in nature. These icons may not contain partner logos and should not disrupt the user experience flow. The example below shows an example of functional icons within Microsoft Dynamics NAV. Help Menu If the partner is including their application name in the masthead text string, they should also surface the name of their combined solution in the help menu. Doing so will enable the end user of the application to know which entity will be providing help and support for the application, should the need arise. Partners should list their offering name in the pull down Help menu. About Screen Similarly, in the About screen, the partner should surface the name of their combined solution application as well as their company/entity name, mailing address, customer service phone number and web site address (URL ). 29

30. Home Microsoft Dynamics partner localization and translation licensing program naming guidelines Please reference these guidelines to help partners name and describe localizations and/or translations for the Microsoft Dynamics software that you create, distribute, implement and/or support. (PartnerSource login required.)guidelines General copyright and trademark information General information about using Microsoft copyrights and trademarks can be found on Microsoft.com.copyrights trademarks Partners should also reference the general Microsoft Dynamics partner marketing guidelines available on PartnerSource for additional guidance on creating marketing materials to support their ISV Embed solution at: https://mbs.microsoft.com/partnersource/northamerica/sales-marketing/branding-guidelines-logos/MSDviamarguide Microsoft Dynamics Partner Localization and Translation Licensing Program Naming Guidelines Please reference these guidelines to help partners name and describe localizations and/or translations for the Microsoft Dynamics software that you create, distribute, implement and/or support. PartnerSource login required at: https://mbs.microsoft.com/partnersource/northamerica/partner-essentials/partner-programs/localization-and-translation-licensing- program/MSD_ERPPLLPNamingGuidelinesEnglish 30 General Partner Marketing Guidance

31. Home Exception Guidelines for ISV Embed partners, BPO partners, and partners in the Dynamics NAV managed service program

32. Home Co-Branding for ISV Embed partners, BPO partners, and partners in the Dynamics NAV managed service program ISV Embed and BPO partners may also wish to promote their combined solution built on Microsoft Dynamics within their marketing materials, masthead, splash screen, and login screen. To do so, Microsoft Dynamics has standardized the following language across its ISV Embed and BPO partners. In partner marketing and materials to support the ISV Embed or BPO solution, the partner may use “Powered by Microsoft Dynamics” in conjunction with their solution name Examples of correct usage include “Partner combined solution name, Powered by Microsoft Dynamics, enables customers to…” Partners should use the “powered by” statement on first use in their marketing materials. After introducing the “powered by” verbiage in a piece of marketing material or collateral, the partner may just reference their product offering name thereafter. The “powered by” language need not be used each time the partner offering name is mentioned 32

33. Home Partner Solution Name powered by Microsoft Correct layout of “Partner Solution Name | Powered by Microsoft” in the masthead Correct layout of “Partner Solution Name Powered by Microsoft” in the Login Screen Correct layout of “Partner Solution Name Powered by Microsoft” on the Splash screen 33

34. Home General Information General information about Microsoft intellectual property can be found at: http://www.microsoft.com/en- us/Legal/IntellectualProperty/Default.aspx Reservation of Rights Microsoft reserves all other rights not expressly granted in the Solution Provider Agreement, the ISV Embed Addendum or this ISV Embed Co- branding Guidelines for Microsoft Dynamics. Questions If you have any questions about proper product name references, please contact brand@microsoft.com. 34 General Partner Marketing Guidance Thank you for being a valued Microsoft partner!