ServiceNow Brand and Marketing Guidelines for … value exists in the mind of everycustomer. Brand value is the intangible sum of thoughts and feelings about a particular company,

ServiceNow® Brand and Marketing Guidelines for Partners 2016

© 2016 ServiceNow, Inc. All rights reserved. ServiceNow and the ServiceNow logo are trademarks of ServiceNow, Inc. All other brand and product names are trademarks or registered trademarks of their respective holders. May 2016 – Version 2.0

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Table of Contents

Introduction ................................................................................................................................................ 3

ServiceNow Brand ....................................................................................................................................... 4

Messaging ................................................................................................................................................... 5

Tone and Voice ........................................................................................................................................... 6

Social Media ................................................................................................................................................ 8

Logos and Icons ......................................................................................................................................... 11

Co-branded Materials ............................................................................................................................... 13

Press Release Guidelines .......................................................................................................................... 14

Trademark Usage Guidelines .................................................................................................................... 15

Additional Resources ................................................................................................................................ 21


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Introduction

As a company who is a contracted member of a PartnerNow™ Program, you are considered a vital member of our go-to-market strategy. As such, we highly encourage you to drive market awareness of ServiceNow products and solutions to your customers and prospects. To help support your efforts, ServiceNow grants you provisionary permission to extend our brand using marketing messaging, partner program logos, certified icons, and other materials as outlined in your PartnerNow Master Agreement, other ServiceNow agreements and as set forth in this “Guidelines” document and any other applicable usage guidelines. This guide provides the correct usage of all ServiceNow marketing resources available to you and should be considered the “standard” that governs your ServiceNow marketing strategy, content, and delivery through all mediums. Please reference this guide before engaging in any marketing activity that includes mention of ServiceNow, including brand elements, messaging, and so forth.

Key Point sections throughout this guide will highlight topics that may occur frequently in your marketing efforts. Details to support these Key Point topics will be included in the body of the guide.

ServiceNow will conduct regular audits to ensure that all partners remain compliant with this standard. This includes periodic review of your web properties and URL domains, company name, company email domains, company product names, press releases, marketing campaigns and all publically available brochures or other collateral. If contacted by ServiceNow to alter any materials to bring them back within compliance, please cooperate fully to ensure that there is no disruption of our valuable partnership.

Questions

Although this guide was designed to anticipate many of the common scenarios of brand and marketing usage, it is not an exhaustive resource. The information in this guide is subject to change. It is your responsibility to ensure you are using and abide by the latest version of this guide. The brand and partner program teams at ServiceNow welcome the opportunity to support your marketing efforts. When in doubt, ask. We are here to help you. Direct all questions or route marketing materials for approval to the PartnerNow Programs Team at [email protected].

mailto:[email protected]


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ServiceNow Brand

Brand equals reputation. This applies directly to ServiceNow and by extension to all of our partners who represent ServiceNow to customers.

A strong brand is a clear, direct and consistent expression of a company’s unique value, positioning and business strategy. Building and fiercely protecting the value of the ServiceNow brand is our shared responsibility and should be a key consideration throughout your partner marketing strategy.

Brand value exists in the mind of every customer.

Brand value is the intangible sum of thoughts and feelings about a particular company, service or product. Through your partnership with ServiceNow, the quality of your services and reputation is a reflection on the ServiceNow brand to our customers and in the market. Therefore we require strict adherence to our brand guidelines. Violation of these guidelines will put our partnership and business relationship at risk. The obvious representation of our brand is through corporate trademarks and partner program logos. It is also represented through company messaging, tone and voice, social media, press releases, events – throughout the entire marketing mix, which includes both online and offline communication.


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Messaging

ServiceNow continues to refine its message to reflect the amazing growth trajectory and evolution of the company and solutions. This is reflected in the updated company description, ServiceNow, the enterprise cloud company. Going beyond IT, ServiceNow is changing the way people work throughout the enterprise. Expect to see this expansive language across all of our messaging this year. The following messaging blocks can be used to describe ServiceNow when used on joint marketing materials.

105 Words ServiceNow is changing the way people work. With a service-orientation toward the activities, tasks and processes that make up day-to-day work life, we help the modern enterprise operate faster and be more scalable than ever before. Customers use our service model to define, structure and automate the flow of work, removing dependencies on email and spreadsheets to transform the delivery and management of services for the enterprise. ServiceNow provides service management for every department in the enterprise including IT, human resources, facilities, field service and more. We deliver a ‘lights-out, light-speed’ experience through our enterprise cloud – built to manage everything as a service.

72 Words ServiceNow is changing the way people work. With a service-orientation toward the activities, tasks and processes that make up day-to-day work life, we help the modern enterprise operate faster and be more scalable than ever before. ServiceNow provides service management for every department in the enterprise including IT, human resources, facilities, field service and more. We deliver a ‘lights-out, light-speed’ experience through our enterprise cloud – built to manage everything as a service.

53 Words ServiceNow is changing the way people work. With a service-orientation toward the activities, tasks and processes that make up day-to-day work life, we help the modern enterprise transform the delivery and management of services. ServiceNow provides service management for every department in the enterprise including IT, human resources, facilities, field service and more.

26 Words ServiceNow is changing the way people work. ServiceNow provides service management for every department in the enterprise including IT, human resources, facilities, field service and more.


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Tone and Voice Maintaining a positive tone and ensuring clarity of content will help focus your communication to gain and retain customers. When referencing ServiceNow in all marketing materials delivered through all mediums, please ensure that you maintain a positive tone in your messaging and language. It is detrimental to the value of both ServiceNow or our partners to make negative references of any part of our business, even if your aim is to show dominance over the competition.

When referencing ServiceNow as a solution to solve a customer’s business problem or pain point, emphasize the benefits of a ServiceNow solution. This applies especially when showcasing how your own services, products or solutions integrate or enhance ServiceNow solutions.

Conversely, ensure that you do not inadvertently or by intent diminish ServiceNow in any way, especially when compared with your own services, products or solutions. Our messaging should be complementary and emphasize the value of both solutions to solve a customer’s business problem.


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Leverage these ServiceNow value statements within your marketing communications. They represent key value propositions in a postive tone and voice:

• ServiceNow is changing the way people work by providing a cloud-based platform to enable regular people to create meaningful applications to route work through the enterprise.

• ServiceNow helps the modern enterprise operate faster and be more scalable than ever before by placing a service-oriented lens on the activities, tasks and processes that make up the day-to-day work life.

• ServiceNow transforms the delivery and management of services across the enterprise by replacing email and spreadsheets with a service model that enables enterprises to define, structure, and automate the flow of work.

• ServiceNow automates service management processes typically handled through email, spreadsheets and siloed systems to create a single service management platform for every department in the enterprise including IT, human resources, facilities, field service and more.

• ServiceNow replaces manual transactions with a 'lights-out, light-speed' consumerized service experience for everyone in the enterprise.

• ServiceNow provides CIOs with a single service management platform to manage the complete business of IT and automate service processes across the enterprise.

• With its proven capability to transform IT and the enterprise, ServiceNow has become a career strategy for leading CIOs.

• Enterprises use ServiceNow to modernize IT through our cloud delivery model, intuitive usability, single system of record for IT, and an extensible platform.

• Enterprises transform IT by moving to an end-to-end service model, exposing service workflow to requestors through intuitive self-service, orchestrating service transactions, and expanding the scope of service management to an enterprise discipline.

• ServiceNow is the only cloud provider to offer a cloud designed for the enterprise - exceeding scalability, flexibility and availability expectations of the enterprise. An enterprise cloud built to manage everything as a service.

• 33% of the Forbes Global 2000 rely on ServiceNow.

• ServiceNow continues to be one of the fastest growing software companies.


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Social Media

Social media has changed the way people communicate. At ServiceNow, we believe it is a valuable tool that we use to grow our business, serve our customers and create community.

Social media is a tremendous resource in four key areas:

1. Listening – It allows us to monitor the relevant conversations going on in the broader community that includes our mutual customers as well as potential customers.

2. Educating – It provides us a way to educate that community on key topics that are relevant to both us and the community.

3. Engaging – It affords us the opportunity to engage in general industry discussions as well as conversations specific to our products with the members of that community.

4. Activating – It creates a vehicle to activate our key advocates within the community to help amplify our voice and extend our reach.

Partners play a critical role in ServiceNow Social Media. Your following and expertise help increase ServiceNow’s ability to reach more customers and extend our brand.

We encourage you to establish and maintain an active profile on the various social channels like Twitter, LinkedIn, Facebook and Google+ to realize the full potential these channels bring to your business. At the same time, don’t overextend yourself.

If you are not able to maintain the level of engagement required to be effective in multiple social media channels, pick one that you can and focus your efforts there.

Please reference the Trademark Guidelines section of this document to manage your social media references.


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Social Media Tips:

• Leverage your expertise to participate in the ongoing conversations on these channels, but be careful not to be overly aggressive with a sales message.

• Help a customer or prospect solve a problem or think about their problem from a different perspective. That can help establish you as a go-to resource in your area of expertise.

• Follow ServiceNow on Twitter, LinkedIn, Facebook and Google+.

• Follow and engage with customer and employee advocates.

• Share approved ServiceNow content and messages with your network.

• Re-share ServiceNow’s updates on Twitter, LinkedIn, Facebook and Google+.

• Share your own ServiceNow focused case studies, blogs, events, and other assets and content. Remember to @ mention us in your posts.

• Share valuable content that contributes to or starts lively conversations. We want to re-share your high-quality updates, so keep them coming!

• Take plenty of #ServiceNowSelfies and post your favorite photos from past ServiceNow events. Pictures and videos attract more engagement.

• Create eye-catching visuals to support your posts. We love to RT these! Ensure that you tag @ServiceNow.

Post responsibly – partners may also represent the most risk to our mutual brand through inappropriate social media posts shared globally in an instant!

Social Guidelines:

• Adhere to ServiceNow Partner marketing guidelines as well as the ServiceNow Community Code of Conduct first and foremost. Do not share anything on Social Media that may violate these guidelines.

• Do not share any rumors, fictional or non-public, confidential information that has been disclosed to you under NDA. If you don’t know if the information is confidential, please ask your ServiceNow contact to confirm.

• Make sure you have approvals from any mutual customer you may mention or reference if you are disclosing information on their behalf. This includes the sharing of case studies, go-live cake images, etc.

https://twitter.com/servicenow

https://www.linkedin.com/company/servicenow

https://www.facebook.com/servicenow

https://plus.google.com/+Servicenow1

https://twitter.com/servicenow

https://www.linkedin.com/company/servicenow

https://www.facebook.com/servicenow

https://plus.google.com/+Servicenow1

https://community.servicenow.com/docs/DOC-1192

https://community.servicenow.com/docs/DOC-1192


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Frequently Asked Questions:

Q. Will ServiceNow post my updates if I send content to your marketing team? A. The best way to get us to share your content is by sharing it first through your own online channels.

To make sure we see any posts that you would like us to share, tag @ServiceNow or #ServiceNow on Twitter. Our partner ecosystem generates quite a bit of content from which we choose select pieces to amplify based on how that content fits into our overall strategy and key messages. These typically will be posts that will help drive engagement within the community as well as posts with eye-catching visuals or quality commentary that are more likely to be shared by others in the community.

Q. How can I engage in the right conversations on Twitter?

A. In addition to watching what those people you are following post, you should use a tool like HootSuite to track relevant conversations by searching for specific hashtags like #ServiceManagement, #ITSM, #ServiceDesk, #ITOM, etc. In your own posts, make sure you are using relevant hashtags, including #ServiceNow, #Know17, #ServiceNowSelfie, #CIO, #TransformIT, #NowForum to catch the attention of the community members following those topics. Participate in live Twitter chats hosted by ServiceNow, or host a Twitter chat of your own. We use the hashtag #TransformIT for our chats, so be sure to follow that to stay aware of upcoming chats. Please let us know if you plan to host a chat that you would like our community to engage in. And if you are interested in the opportunity to co-host a chat with us, please email [email protected].

Q. How can I get access to the content that ServiceNow is sharing?

A. Start by following ServiceNow on Twitter, LinkedIn, Facebook and Google+, as well as the #ServiceNow hashtag on Twitter. Then log in to the ServiceNow Community daily to find new blogs and discussions.

Q. Can I post content from a ServiceNow User Group (SNUG) event that I attend?

A. Be aware that customers who present at SNUGs often do so because these are non-public events open only to their peers and the internal ServiceNow ecosystem. Be sensitive and only publish content from SNUGs that has been pre-approved for public consumption. Do not publish content that is marked ‘confidential’ or falls under NDA.

Q. How do I find the right people to follow?

A. We encourage you to find and follow influential people and brands who frequently engage in conversations that interest your business. To find them, search relevant hashtags like #ServiceNow, #ServiceManagement, #CIO, #ServiceNowSelfie, and #Know17. It’s also important to listen for advocates that are already talking about your brand or ServiceNow online that you may not have been aware of. A simple keyword search on Twitter is a good place to start. Finally, follow publications, journalists, and analysts that may tweet about topics of interest to you.



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Logos and Icons ServiceNow partner logos are intended to communicate a business relationship with ServiceNow and are often displayed in conjunction with your company logo in print or digital media. PartnerNow Programs Branding

All partner companies who are members of a ServiceNow partner program should only use the logo for their specific program membership and tier. Please reference the ServiceNow Brand Hierarchy to view the logos associated with ServiceNow partner programs. If your company is a member of more than one program, use the program logo most relevant to the marketing project in which it is displayed.

Logo files and logo usage guidelines are distributed to the Primary Contact associated with your partner account. Please contact your local company resource for access to these files. For more information, email [email protected].

Corporate Logo

The ServiceNow corporate logo is the most visible expression of our brand. Your first choice should always be to use your specific partner program logo on marketing materials. On a very limited basis, partners may be allowed to display the ServiceNow corporate logo after explicit approval on a case-by-case basis.

Approval is required for all uses of the ServiceNow corporate logo – no exceptions! **

Process steps for requesting use of ServiceNow company logo: • Submit requests through the ServiceNow Partner Portal>Support>Request Approval>ServiceNow logo or

brand approval • Approval is required for each and every use of our corporate logo. • In your request, include a mockup showing the exact company logo placement for each usage. • Additional information needed:

o How will the document/webpage/deliverable be used? For example, direct mail, tradeshow, seminar, company website, etc.

o Who is the target audience – customers, your employees, other? o Length of time – is this a one-time mailing, or a 6-month use on a website?

• ServiceNow Corporate Marketing reviews, requests corrections, denies or approves usage based on the information provided. This approval does not extend to other usage not reviewed or pre-approved by ServiceNow. Please allow at least five (5) business days for reviews and feedback.

**Note: Failure to abide by these guidelines may result in action up to and including termination of our partnership and further legal action.



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Do not take a screen shot of this image using any technology for the purposes of using these logos to represent your ServiceNow relationship. These logos should not be modified or customized in any way. ServiceNow Images

At the present time, ServiceNow does not extend permission to use our corporate artwork or images to our partners. Please contact [email protected] for questions regarding this policy.



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Co-branded Materials Leverage your ServiceNow Partner Program Logo

As a valued member of one or more of PartnerNow Programs, you are encouraged to use your partner program designation and logo on company and solution information to promote your ServiceNow focused business. Since our partners are often members of more than one program, you may use the appropriate program logo based on the intent and audience of each document. For example, if you are a member of the Sales Partner Program at the Bronze tier or above and you have created a document to drive sales, it is appropriate to use that program logo. Always refer to your partner logo usage guidelines when using your ServiceNow partner program logo.

ServiceNow Logo Placement on Co-branded Materials

On occasion, you may also want to display the corporate logos of some of your other partners or event sponsors on digital media, printed marketing materials, or event signage. We define this as displaying multiple company logos on co-branded materials. If the requirement is to display the ServiceNow corporate logo on the same line as another company’s logo, please follow the direction provided in the Corporate Logo section of this guide. In addition:

• Be sure that all of the logos are visually equal in size • Align the ServiceNow logo horizontally or vertically with other company logos • Make sure there is sufficient clear space and equal distance between the logos and page margins • Whenever possible, put the ServiceNow logo in the lead position

Co-branded Collateral Templates

ServiceNow is currently evaluating a partner co-branded materials strategy. This may include providing a series of templates with placeholders to display your brand alongside your ServiceNow partner program logo designation. Once this strategy is defined and materials are made available, your company will be notified and the information will be added to this guide and made available through the ServiceNow Partner Portal. In the interim, guidelines are in place today to guide your requests for ServiceNow corporate logo co-branding:

• ServiceNow must approve all co-branding requests. Request approval through ServiceNow Partner Portal>Support>Request Approval>ServiceNow logo or brand approval

• Co-branding requests for ServiceNow case studies, eBooks, White Papers and other materials must indicate the parner’s involvement in co-developing that product or solution.

• Leverage the ServiceNow Logo Shop on the ServiceNow Partner Portal to order co-branded merchandise

Please direct all ServiceNow co-branding requests to [email protected]



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Press Release Guidelines ServiceNow believes that press releases can be a very effective way to communicate a significant or noteworthy milestone. Based on your partner program affiliation and ServiceNow partnership agreement, you may leverage a pre-formatted press release template. Depending upon the significance of the announcement, you may also qualify for a quote attributed to a ServiceNow executive (requires pre-approval).

All press releases that mention ServiceNow must be approved before publication. Never use the ServiceNow ticker symbol: NYSE:NOW in your press release.

Sales, Services and Technology partners at the Bronze tier and above are provided a press release template to communicate a new partnership, a program tier upgrade, or other significant event approved for press.

All templates are provided in the Appendix section of each respective PartnerNow Program Guide. Program Guides are made available to all partners via the ServiceNow Partner Portal>Programs page.

Submit a request for press release approval through the ServiceNow Partner Portal>Support>Request Approval>Press Release approval. All requests for press release approval and questions may be directed to [email protected]

https://partner.servicenow.com/



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Trademark Usage Guidelines The ServiceNow® Trademark Usage Guidelines (“Guidelines”) reflect the established trademark rights of ServiceNow and is intended for in-house use for any use and all used in public, including: marketing, press releases, social media accounts, promotional, commercial, educational and/or reference material. Trademarks are among the most important assets of ServiceNow, Inc., and we take the protection of these trademarks very seriously. To protect consumers and to maintain the goodwill that ServiceNow has developed in the marketplace, ServiceNow must require that its trademarks be used properly in all contexts. This is important because our trademark rights are based on continuous and proper use of our marks. Careful review these Guidelines are required before using any ServiceNow trademark, logo, or other ServiceNow asset protectable under trademark law. Any questions about a specific trademark, service mark or logo usage, or would like further information regarding these Guidelines, please contact us at [email protected] or [email protected]. General Guidelines

These Guidelines are general in nature and not intended to be an exhaustive list of the ServiceNow, Inc. trademark rights. ServiceNow reserves all rights in its trademark, service mark, and copyright assets, including rights not expressly reflected herein. The goodwill derived from the use of a ServiceNow trademark inures solely to benefit ServiceNow. ServiceNow is continuing to grow and change, so it may be necessary to update these Guidelines from time to time. Please refer back to these Guidelines before publishing your use of ServiceNow trademarks to ensure your compliance. What is a Trademark, Service Mark, or Copyright?

A trademark is generally a word, phrase, symbol, or design, or a combination thereof, that identifies and distinguishes the source of the goods of one party from those of others.

A service mark is the same as a trademark, except that it identifies and distinguishes the source of a service rather than goods. Throughout these guidelines, the terms “trademark” and “mark” refer to both trademarks and service marks

A copyright is a form of protection provided by the laws of the United States for "original works of authorship", including literary, dramatic, musical, architectural, cartographic, choreographic, pantomimic, pictorial, graphic, sculptural, and audiovisual creations. "Copyright" literally means the right to copy but has come to mean that body of exclusive rights granted by law to copyright owners for protection of their work. ServiceNow, Inc. owns copyright in its logos, website designs and content, videos and other promotional materials, and its proprietary computer code, as well as other works not specified here.




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Using ServiceNow as a Company Name A trade (or corporate) name is the name a company uses to do business. ServiceNow is a trade name when it refers to the company. Do not use the ® symbol with “ServiceNow” when it refers to the company. ServiceNow, Inc. may be abbreviated to ServiceNow in subsequent references. Examples of references to ServiceNow, Inc. as a company include identifying ServiceNow, such as the owner of the ServiceNow products and services, and providing our contact information, including our address, at the end of a communication. Examples:

• The Event Management plugin requires a separate subscription and must be activated by ServiceNow, Inc. personnel.

• ServiceNow, Inc. is a cloud computing company headquartered in Santa Clara, California. ServiceNow is listed on the New York Stock Exchange and is a constituent of the Russell 3000 index.

Use of ServiceNow Trademarks The ServiceNow trademarks are to be in word form only, strictly, as each appears in the ServiceNow Trademark List. Use of the trademarks should to refer to the ServiceNow service(s) or product(s) associated with that trademark and accurately describe how the user’s product or service relates to ServiceNow service(s) or product(s).

Do not use ServiceNow, or Now in any part of your company name, product or solution names, email alias or website domain address. In addition, do not create campaigns or programs using any combination of ‘NOW’ or ‘Glide.’ Avoid trademark infringement and partnership risks.

When Should You Attribute a ServiceNow Trademark? Use the™ (trademark), sm (service mark), or ® (registered trademark) symbol the first time you refer to one of the ServiceNow trademarked service(s) or product(s) in an external document, publication, website, tradeshow, and/or conference, and as frequently as possible thereafter. Please refer to the ServiceNow Trademark List to identify the proper designation and notice symbol for each ServiceNow mark.

• Use the registration symbol, ®, for registered trademarks and service marks. • Use the letters TM in superscript, ™, for all ServiceNow unregistered trademarks or with a trademark

that will be used on goods distributed internationally. • Use the letters SM in superscript, SM, for all ServiceNow unregistered service marks or with a service

mark that will be used in connection with services that are rendered internationally.

Use of a Modifying Noun A trademark/service mark is an adjective that modifies a generic noun. The mark needs to be used as an adjective, simply have the common descriptive name (noun) of the product or service follow the mark. Ideally, this should be done throughout all material, but at a minimum, it should be done the first time the mark appears prominently on each page or product. Best practice, the modifying noun is not used in headers or titles. The modifying noun (generic term) is always in lower case.


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• As the generic category name of the product or service the trademark modifies:

o ServiceNow® platform o Knowledge ® conference

• As a general description of the product or service: o ServiceNow® implementation services enable customers to accelerate implementations by

providing best practice configurations. Do not use ServiceNow trademarks as verbs

Incorrect: ServicingNow Correct: ServiceNow®

Incorrect: ServiceNow Discovering Correct: ServiceNow® Discovery application

Do not use ServiceNow trademarks as nouns. Incorrect: We are using ServiceNow® to manage our technology. Correct: We are using ServiceNow® solutions to manage our technology.

Precede the Name of the Product or Service with “ServiceNow®” ServiceNow, Inc. product and service names must include the ServiceNow® trademark upon the first use of the product name. Subsequent to this initial use, the ServiceNow name need not appear with the product name in the same paragraph or page.

• ServiceNow® Financial Management application provides insight into spending to align investments with business goals.

• ServiceNow® Change Management application • ServiceNow® Studio application

Avoid Possessive and Plural Forms Avoid using a trademarked name in the possessive or plural form.

Incorrect: ServiceNow’s® Studio plugin is available with the Geneva release. Correct: ServiceNow® Studio application plugin is available with the Geneva release.

Incorrect: Knowledges® conferences are educational. Correct: The Knowledge® conferences are educational.

Trademark Legends When referencing a ServiceNow trademark in any website, publication, or other promotional material in the U.S. and abroad, appropriate trademark attribution language for the mark(s) must always be included. Use the following “Trademarks” and “Copyright” boilerplate statements in your external documents.


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You may not use ServiceNow’s trademarks in a manner or location that is disparaging, defamatory or libelous to ServiceNow, its products and services or any person or entity.

Trademarks ServiceNow, the ServiceNow logo, and, <Add in any other trademarks used in the document> are trademarks and/or registered trademarks of ServiceNow, Inc. in the U.S. and/or other countries. Other company and product names may be trademarks of the respective companies with which they are associated.

Or if the document uses a lot of our descriptive marks: ServiceNow, the ServiceNow logo, and other ServiceNow marks are trademarks and /or registered trademarks of ServiceNow, Inc., in the United States and/or other countries. Other company and product names may be trademarks of the respective companies with which they are associated.

Copyright © 2016 ServiceNow, Inc. All rights reserved.

Referencing Third-Party Use Do not attribute (use the ® or ™symbols) a trademark that is not one of the ServiceNow trademarks unless we have a specific written obligation to do so in a trademark license or other written agreement. If you believe there is an agreement to attribute another company’s mark outside of a written, formal agreement (for example, a verbal or an e-mail exchange), please contact Legal to discuss this. ServiceNow covers other Company trademarks by our statement that follows our own trademark legend (See”Boilerplate Trademark and Copyright Statements”).

Common Trademark Errors ServiceNow trademarks must be presented as intended.

• For trademarks containing two words to complete the mark, use a capital letter in the second word of the mark, such as ServiceNow, PartnerNow or CreateNow.

• Do not abbreviate, adapt, alter, modify, translate or animate any ServiceNow trademark (for example, do not abbreviate ServiceNow to “SN” or “SNOW”), nor use it in plural or modified form.

• Do not alter the spelling or capitalization (for example, do not use “Servicenow”). • Do not combine any ServiceNow trademark with any letters, numbers, words, design or logo. • Do not alter any logo or stylized word mark, with respect to color, font or any other design element. For

example, the color or font style of the logo. • Do not incorporate ServiceNow trademarks or service marks in any other company’s name, product

title, publication, conference title or domain name. Web Usage Except with the express permission of ServiceNow:

• You may not use a ServiceNow trademark or any word or phrase similar to a ServiceNow trademark in any domain name or as meta tags or hidden text in any web site.

• You may not purchase any ServiceNow trademark in the form of a domain name, tag line as an ad word or advertising key word from any search engine, social media forum, or other online venue.


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ServiceNow Trademarks List effective July 2016 Please also check the “ServiceNow Terms Not Trademarked” section on the previous pages for a list of ServiceNow services or products that do not use the trademark or registered symbol.

TRADEMARK ASSOCIATED LOGO

ACCELERATENOW℠

AUTOMATENOW℠

BUSINESSNOW℠

CHANGING THE WAY PEOPLE WORK℠

CIO DECISIONS®

CONFIGURENOW℠

CREATENOW®

CREATORCON℠

DEVELOPNOW™

ENTERPRISENOW℠

EVERYTHING AS A SERVICE℠

FACILITIESNOW℠

FIELDSERVICESNOW℠

FINANCENOW℠

HRNOW℠

KPILIBRARY™

ITNOW℠

KNOWLEDGE®

LEGALNOW℠

MARKETINGNOW℠

NOW®

NOWFORUM℠

OPENFRAME™

PARTNERNOW℠

QUICKSTART℠


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TRADEMARK ASSOCIATED LOGO SALESNOW℠

SECURITYNOW℠

SERVICENOW®

SERVICE MANAGEMENT FOR THE ENTERPRISE℠

SERVICENOW CORE℠

SERVICENOW EDGE™

SERVICENOW EXPRESS®

SERVICEWATCH™

STARTNOW®

THE END OF NO. THE BEGINNING OF NOW®

THE ENTERPRISE CLOUD COMPANY℠

(Obsolete)


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Additional Resources

Although this guide was designed to anticipate many of the common scenarios where brand guidance is necessary, it is not an exhaustive resource and should be used in conjunction with other applicable guidelines.

The brand and partner program teams at ServiceNow are here to help you successfully market and extend our partnership. Please contact us via email at [email protected] for questions or to request more information.

Other online sources of information are:

• ServiceNow Partner Portal: https://www.partner.servicenow.com • ServiceNow Trademark Guidelines: http://www.servicenow.com/trademarks.html


https://www.partner.servicenow.com/

http://www.servicenow.com/trademarks.html

Documents

ServiceNow Brand and Marketing Guidelines for … value exists in the mind of everycustomer. Brand value is the intangible sum of thoughts and feelings about a particular company,