October 2013 – Version 1.1

Overview
Introduction
SAP Startup Focus Member Brand Guidelines
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These guidelines are intended for members of the SAP Startup Focus program. They are designed to help you apply the SAP Startup Focus program name and member logo in your communications material. By applying principles explained here, you will be promoting the program and your relationship to SAP in a meaningful way. The SAP
Startup Focus Member logo is a way for you to signal to your audience that you have a direct relationship with SAP and that together we are working on ground-breaking solutions.

Overview
SAP Startup Focus Program
SAP Startup Focus Member Brand Guidelines
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Are you an innovative entrepreneur or startup developer? Then the SAP Startup Focus program is for you.
We’re already helping more than 400 new companies reach their business goals.
You’ll be in good company. Attend an SAP Startup Forum, either in person or virtually, present your ideas and meet entrepreneurs, investors, and technology leaders who can help you fuel your innovation. Today. And tomorrow.
The SAP Startup Focus program fosters entrepreneurship and will help your startup grow with an all-access pass to leading technology products such as the groundbreaking SAP HANA platform, business and technical support from industry experts, and market visibility.
Your Startup. Powered by SAP HANA.
More than just a superfast database, the SAP HANA platform includes highly optimized engines for business functions, predictive analytics, and text analytics that work directly with all of your data in-memory — without replication or preaggregation. This greatly simplifies solution architecture and reduces complexity.

Communication Guidelines
Using the Program Name in Text
Capitalization and Spelling of “SAP Startup Focus”
Although the SAP Startup
Focus Member logo uses lowercase letters and graphic elements, this approach is not used in written text.
In headlines and body text
Tools.
Correct: SAP Startup Focus
• Spell the name as indicated in the Approved Names repository on SAP Brand
• Add one of the approved descriptors at first mention, for example, program, site, or member.
• Do not hyphenate “Startup” in the name or in any use of the term.
Correct: The SAP Startup
Focus program opens doors for startup companies.
• Do not change any spelling.
SAP Startup Focus is written in uppercase, descriptors are written in lowercase.
Correct: SAP Startup Focus program
• Always include “SAP” as part of the name.
Incorrect: Startup Focus; start-up focus program; SAP startup focus; startup.focus.
SAP Startup Focus Member Brand Guidelines
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Correct:
The SAP Startup Focus program fosters entrepreneurship and will help your startup grow with an all-access pass to leading technology products such as the groundbreaking
SAP HANA platform, business and technical support from industry experts, and market visibility.
Incorrect:
The start-up.focus. program fosters entrepreneurship and will help your start-up grow with an all-access pass to leading technology products such as the groundbreaking
SAP HANA platform, business and technical support from industry experts, and market visibility.

Logo
Usage
SAP Startup Focus
Member Logo
The SAP Startup Focus
Member Logo is to be used by participating companies or organizations to promote their involvement with SAP.
The SAP corporate logo should not be provided for use by members or their vendors.
Member
SAP Startup Focus Member Brand Guidelines
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Logo
Clear space and minimum size
Clear space defines the minimum “safe area” around the SAP Startup
Focus Member logo and the minimum distance between the logo and the edge of a printed piece or another element. It is derived from half the x-height of the SAP
Startup Focus Member logo.
Do not position any text, graphic elements, or other visual marks inside the recommended clear space.
Do not use the SAP Startup
Focus Member logo smaller than the specified minimum size.
X
½ X
½ X
Member
1.36” (34.5 mm)
Member
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½ X
½ X

Logo
Color Treatment
Color specification
The colors in the logo are based on the SAP color palette. Instead of the
SAP color palette, you may use the
PANTONE® colors listed here.
You will find the standards for these colors in the current edition of the
PANTONE Color Formula Guide.
If PANTONE colors are not available and you use process inks to build the font treatment, always refer to the values listed for the CMYK color model. For
Web and on-screen use, refer to the values listed for the RGB color model.
Use the full-color version of the logo on white or light-colored backgrounds only.
Against dark backgrounds, use the logo in white.
SAP Dark Gray
Pantone Cool Gray 10
CMYK 0/0/0/72
RGB 102/102/102
Hex #666666
SAP Dark Blue
CMYK 100/72/0/18
RGB 0/50/131
Hex #003283
SAP Bright Blue
CMYK 100/10/0/0
RGB 0/143/211
Hex #008FD3
SAP Gold
PMS 130 C
CMYK 0/30/100/0
RGB 240/171/0
Hex #F0AB00
Member
SAP Startup Focus Member Brand Guidelines
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Applying the Logo
Examples
The following examples show the correct placement of the SAP Startup Focus Member logo in program member communications.
Note: These are examples only and are not design recommendations.
1 Always use the SAP Startup Focus Member logo with the member’s own logo. Do not use the SAP Startup Focus Member logo alone in member communications.
2 To protect SAP trademarks, do not connect the logos with any text or graphic element.
Member
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Member
2

Logo
Incorrect Logo Usage
SAP Startup Focus Member Brand Guidelines
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Member
Do not use the SAP corporate logo instead of the SAP Startup Focus Member logo.
Do not change the relationship between the
SAP Startup Focus Member logo and the corporate logo.
Member
Do not rotate or animate the logo.
Do not change the color of the logo.
Member
Do not disproportionately scale, stretch, or compress the logo.
Do not use the color version of the logo on a dark background. Use the “knock-out” version instead.
Do not use the “knock-out” version of the logo on a light background. Use the color version instead.
Member
Do not place the logo on a visually busy background.

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