Guidelines for

partner-led marketing
When partner technology and
Microsoft technology are integrated

April 2022
Welcome

Microsoft is grateful for the trust that 3 Words to know

people place in our products, services,
and experiences. This document 4 Use of brand assets
describes how to use Microsoft
brands in partner-led marketing for 6 Messaging: Microsoft product/app level
products or services that integrate
with a Microsoft technology. Unless 7 Messaging: Microsoft flagship offering level
expressly authorized in this document
all use of Microsoft trademarks must 8 Messaging: Microsoft company level
be consistent with the Microsoft
Trademark and Brand Guidelines, 9 Microsoft product/app icon use
which the following guidance is
intended to supplement. 11 Logos in proximity with Microsoft flagship offerings
If you have questions about this 13 Other considerations
guidance or its applicability to you,
please access the resources found at
the end of this deck.

2 Welcome
Words to know

The following definitions clarify both Integration Partner/partnership Product/app

the integration scenario and the main
Integration refers to partner technologies that Partner means one of the following: (1) a A self-contained, specialized technology
terms used in this document.
integrate with a Microsoft product, service or member of the Microsoft Partner Network; or that addresses multiple user scenarios
solution and are provided to end customers (2) a developer or Independent Software or a single use case.
as a single offering. Vendor (ISV) operating under the terms of
Examples of Microsoft product/apps:
the Microsoft Developer Agreement, the
Microsoft Surface Pro and Microsoft Excel.
Partner-led marketing and Microsoft API License and Terms of Use, and
the Microsoft Lifecycle Policy (as amended
co-branding Flagship offering
from time to time).
Co-branding is the marketing relationship Flagship offerings are aligned with and signal
Throughout this document, the fictitious
between Microsoft and another company, Microsoft’s long-term strategic intent and have
including Microsoft offerings and third-party company Contoso is used to represent a
partner. sustained marketing investment.
products, services, or solutions. Within this
scenario (integration), the shared effort is Flagship offerings for integration may include
an offering by the partner (product, service, Customer Microsoft Dynamics 365, Microsoft Power
or solution) integrated with a Microsoft Platform, Microsoft Security, Microsoft Azure,
The entity that buys products, services,
technology. The shared effort can also Microsoft Visual Studio, Microsoft 365,
or solutions from Microsoft. Customers are
be a direct marketing piece, an ad, an Microsoft Office, Microsoft Surface, Microsoft
currently developing products, services, and
event, a go-to-market venture, or any Teams, Microsoft Viva, and Windows.
solutions based on Microsoft technologies.
other type of promotion or communication.
The partner should always lead the
End customer
communications with its own brand identity.
The considerations that need to be followed The company or person that is the target
are within this document. audience for the communication of the
partnership. The term end customer is
different from customer.

3 Words to know
Use of brand assets

This document provides direction on

how to use Microsoft trademarks and
brand assets in partner-led marketing
for products, services, or solutions that
integrate with a Microsoft technology.

Your use of these icons and logos is

subject to the guidance in this
document as well as the Microsoft
Trademark and Brand Guidelines (as
amended from time to time). Your use
is permitted only for the duration of
the relevant agreement between your Microsoft logo Microsoft logo lockups Microsoft product icons
company and Microsoft, i.e. (1) the The Microsoft logo is comprised of the These include logo lockups for flagship These includes app icons for products such as
Microsoft Partner Network agreement symbol, our four colored squares, and the offerings. These offerings are aligned to and Microsoft 365, Microsoft Dynamics, Microsoft
or (2) the Microsoft Developer logotype. signal Microsoft’s long-term strategic intent Azure, and others.
Agreement, Microsoft API License and and have sustained marketing investment.
Terms of Use | Microsoft Docs, and They include Microsoft 365, Microsoft Azure,
Microsoft Lifecycle Policy (as amended Microsoft Teams, Microsoft Surface, among
from time to time). others.

4 Use of brand assets

Overall dos and don’ts

It’s important to accurately represent

the roles of the partnership in both
messaging and visuals. Use of
Microsoft brands under these
guidelines is permitted only in
partner owned channels, including
partner owned social media channels,
websites, and marketing collateral.

To help illustrate the different ways Do always lead with the partner’s product, Do properly credit Microsoft technology and Do lead with the partner’s product,
integration works in marketing, service, or solution name and mention the clarify roles. service, or solution logo.
Contoso is used as the fictitious Microsoft technology after.
partner brand. Paired with that,
Contoso Foo is the partner product,
service, or solution.

Don’t lead with Microsoft products/apps, Don’t use any Microsoft logos or brand Don’t create hybrid brand identities with the
Microsoft flagship offerings, or Microsoft. elements without proper 4.5:1 contrast. Microsoft symbol, fonts, colors, illustrations, or
photography.

5 Use of brand assets

Messaging:
Microsoft product/app level

Use "integrated with" when For all uses Example

communicating about a partner
product's integration with a
Microsoft product. Integrated with Headline
Contoso Foo integrated with
Partner should use their product,
service, or solution name (Contoso
Example Microsoft Excel
Foo). The only exception is when
the name of the product and the
Contoso Foo integrated
Body copy
company are the same (Contoso). with Microsoft Excel We’ve worked hard to ensure that Contoso Foo
integrates with Microsoft Excel, one of the most popular
and widely used tools in business. Now companies can
use Excel with ease along with Foo.

Product name use

The first mention of a Microsoft product or service
needs to include Microsoft in the name, such as
Microsoft Excel. Following mentions in the same
paragraph or mentions close in proximity can be Excel.

6 Messaging: Microsoft product/app level

Messaging:
Microsoft flagship offering level

Use the following language when When a partner’s product, service, or When a partner’s product, service, or Example
communicating about an solution uses Microsoft as a host platform solution is made exclusively for Microsoft
integration with a Microsoft flagship
offering. Built on Designed for Headline
Contoso Foo built on
Partner should use their product,
service, or solution name (Contoso Example Example Microsoft Azure
Foo). The only exception is when
the name of the product and the Contoso Foo built on Contoso Foo designed
Body copy
company are the same (Contoso). Microsoft Azure for Microsoft Surface Contoso Foo is now built on Microsoft Azure,
the robust cloud computing service. This
partnership opens new realms of possibility, all
thanks to a range of Azure’s applications.

When Microsoft is a key ingredient For all uses or when unsure Note on second mention
in a partner’s product, service, or solution The first mention of a Microsoft flagship
offering needs to include Microsoft in the
Works with Integrated with name, such as Microsoft Azure. Following
mentions in the same paragraph or mentions
close in proximity can be Azure.
Example Example

Contoso Foo works with Contoso Foo integrated

Microsoft 365 with Microsoft Teams

7 Messaging: Microsoft flagship offering level

Messaging:
Microsoft company level

The following guidance applies Example

when communicating about a
partnership with Microsoft. Only use
messaging that conveys an accurate Headline
representation of the relationship. Contoso and Microsoft

Body copy
Contoso and Microsoft collaborate to unite
data, content, and processes, so you can
transform your business and deliver the
exceptional experiences that customers want
at any time and across all touchpoints.

8 Messaging: Microsoft company level

Microsoft product/app
icon use

Product/app icons are only used for

these purposes:
1. Functionality: when an icon is
required to open, link to, or launch
experiences.
2. Graphic continuity: when a set of
offerings is represented with icons.
3. Representation in a diagram: when
visually depicting the relationship
between a product or app and Do use when an icon is Do use when a set of offerings Do use product or app icons in Do use as a graphic to represent
other elements in a diagram. required to open, link to, or is represented with icons. diagrams to show function, the app, like in a Microsoft app
4. At point of sale/retail, including SKU launch experiences. compatibility, or relationship. store image.
choosers, where a graphic is needed
to represent the Microsoft app, like
a Microsoft app store image.

Don’t use product or app icon Don’t lock up product or app Don’t combine product or app Don’t alter the color or design
as a logo. icons with other logos using a icons with partner logos. of the product or app icon.
binding line.

9 Microsoft product/app icon use

Microsoft product/app
icon sizing and clear space

The following are rules for when Product/app icon Maximum space Minimum space with name
a partner is using a Microsoft
product or app icon.

White Maximum icon size Minimum icon size

Note: When the product icon is

between 16 pixels (minimum size)
Extra Light Gray Extra Dark Gray
and 33 pixels, download the
version of it for extra small usage.

10 Microsoft product/app icon use

Logos in proximity with
Microsoft flagship offerings

Proximity is the term used to describe Partner-led placement Preferred scaling

the distance and relationship between
one logo and another.

The partner’s product, service, or

solution logo should be used with the The Microsoft logo should appear 20% smaller than the
Top aligned partner’s logo. In this example the Microsoft symbol is 80% of
Microsoft logo lockup for flagship
offerings, unless the partner only has a the height of the Contoso symbol.
company logo.
Minimum clear space
The partner’s logo always leads—and
is placed in the upper left or lower left Bottom aligned
corner as shown in the layouts on this
page.

The Microsoft logo lockup for flagship

The minimum clear space between logos is equal to the
offerings should appear 20% smaller
width of the Microsoft symbol.
than the partner’s logo (80%).

Left aligned Minimum logo size

On screen 15.5 px
Print 0.22” (5.5mm)

On screen, the symbol should never be smaller than 15.5 pixels tall.
In print, it must appear at least .22” (5.5 mm) tall.

Opposite corners

11 Logos in proximity with Microsoft flagship offerings

Logos in proximity
dos and don’ts

The following are rules for when a

partner is using their logo in proximity
to a Microsoft flagship offering logo.

Do use left aligned placement. Do use top aligned placement. Do use bottom aligned Do use opposite corner
placement. placement.

Don’t lead with the Microsoft Don’t alter Microsoft flagship Don’t place the Microsoft Don’t combine logos to create
flagship offering logo or make it offering logo with partner flagship offering logo vertically. a new logo.
larger than the partner logo. branding elements.

12 Logos in proximity with Microsoft flagship offerings

Other considerations

Microsoft Partner Network (MPN) Certification

These co-branding and messaging Certification copy and badges may only be
guidelines still apply for all members of the used in association with products that have
Microsoft Partner Network (MPN). In all been officially certified.
scenarios, the partner should lead the
communication and use its own brand
identity, following local or regional Additional resources
guidance. In addition to this guidance,
members are allowed to use MPN specific Use of Microsoft Copyrighted Content
badges. Microsoft Trademark and Brand Guidelines
Learn more about Microsoft Partner
Network.

13 Other considerations