Download The Axis logotype

Graphic Identity
Who we are
One of the most important tools to support and strengthen
the Axis brand is our graphic identity. A strong brand
requires a clear, immediate and positive picture of who we
are — as represented by a thoroughly consistent and
attractive “look and feel.”
Our graphic identity consists of an immutable logotype,
limited color palette, well-defined use of specific
typography, style of images and texts, and consistent use
of certain layout design structures. It covers a wide range
of graphic design applications, from sales and marketing
material to booth design and much more. The crucial thing
is that every graphic presentation of Axis should produce
instant recognition: “This comes from Axis.”
Why is consistency so important? When we have produced
numerous brochures and other material with the same look
and feel, we may be tempted to “try something different.”
Our customers, however, are already inundated with material from many suppliers — from ourselves as well as our
competitors. It is only by being true to the Axis look and
feel that we can stand out from everyone else.
We can achieve this by carefully following the rules and
guidelines in this Graphic Identity Manual.
For any questions you may have, or if you find yourself in
a situation that is not covered by these guidelines, please
contact the Axis Corporate Marketing department.
Make
us look
good.
Part one: Basic rules
The Axis logotype
8
> Usage rules
8-9
> Logotype variants
8-9
> Partner/relationship logotypes 8-9
> Logotype violations
10-11
Axis colors
> Basic colors
> Complementary colors
> Typography colors
12
12-13
12-13
12-13
Axis image style
> General rules
> Photo style
> Illustration style
> Gradients
14
14-15
14-15
16-17
18-19
Axis typography
> Font sets
> Typography style
20
20-21
20-21
Axis copy style
and tone of voice
22
Choice of paper
23
Axis layout systems
> The Axis Grid
> Collateral hierarchy
24
24-27
28-29
Part two: Applications
Office material
> Stationery
> E-mail signatures
> Diplomas/Certificates
32
32-35
36-37
36-37
PowerPoint presentations
38
Solution & PARTNER material
> Brochures
> Case studies
> CD/DVDs and quickscreens
> Application notes and
information sheets
40
40
40
41
41
Product material
> Product guides
> Product comparison guides
> Datasheets
> Product information CD/DVDs
(sleeve and label)
> Software product DVDs
(sleeve and label)
> Packaging sleeves
> User’s manuals and
installation guides
42
42
42
42
43
Technical material
> Technical guides and
technical tools DVDs
> White papers
45
45
ACADEMY material
> Communication package
> Course materials
Conferences and seminars
> Invitations (printed and HTML)
> Programs
> Quickscreens
> Nametags
46
46
47
48
48
49
49
49
Booth designs
> Design overview
> Booth panels
50
51
51
43
44
44
45
Campaign materials
52
> Advertisements
52-55
> Banners
55
> Posters
56
> Co-marketing and co-advertising 57
CALLS TO ACTION
> Use of a call to action
> Using QR codes
> Examples
58
58
58
59
PART ONE | Basic Rules
8 the axis logotype
The Axis logotype
Our logotype is our most important brand identifier. It must be treated with the utmost respect.
The size may vary from one application to another, but it must not otherwise be altered in any way
from the approved versions shown here. The version in color must be used whenever possible.
Note that our logotype is an image, not words. It must never be used as part of a headline or in
body copy. And, most importantly, the word “COMMUNICATIONS” is an integral part of the
logotype and must never be removed for any reason.
Clear space
To ensure our logotype will stand out in every context, it is essential to maintain a clear space
around it – an area free of all other images and text. We define this clear space as the height
of the “X” in the logotype, as shown here. This is the minimum. You are welcome to award our
logotype even greater space.
Acceptable variants
In exceptional cases, alternative versions of our logotype may be used:
> Line-art – for monochrome printing.
> Negative (white) – for use on dark backgrounds or objects.
> Engraved or embossed – for special purposes, e.g., certain giveaways.
> Black - variant for metallic steel logotypes
Relationship/partner logotypes
Partnerships play a key role in our business. We have created partner logotypes in order to
identify these relationships. The white text inside the gray frame changes according to partner
type (on the opposite page we show the Authorized Partner variant). Only the approved logotype versions may be used. The same clear space rule also applies to these variants.
For further information about this logotype, please refer to the Axis logotype usage guidelines
for Axis partners.
Axis Certified Professional logotype
The Axis Certified Professional logotype may be used only by individuals who have passed the
exam requirements for the Axis Certified Professional certification. The Axis Certified Professional logotype must be used as a personal identifier. It should not be used in an ambiguous
manner, such as disassociated from the specific name of the certification holder. The logotype
does not indicate certification of a business or a company.
For further information about this logotype, please refer to the Axis Certified Professional logotype and name usage guidelines.
the axis logotype 9
Logotype
Clear space
Logotype, exception variants
Grayscale
Line-art
Reversed, color
Reversed, white
Partner/relationship logotypes
Black
Axis Certified Professional logotype
10 the axis logotype
Logotype violations
The Axis corporate logotype is a registered trademark and is important for establishing and
­protecting corporate and product identity. Similarly, the Axis partner logotype is a registered
trademark and is important for partners to clearly and concisely communicate their relationship
to Axis. They act as a quality label to end customers. Both are fragile rights that can be lost
through misuse. The Axis logotypes, therefore, must be used properly and consistently, and not be
altered in any way that will damage their integrity.
Typical logotype violations as shown opposite are:
> Removal of the word “COMMUNICATIONS” from our logotype or changing it to something else
> Use of the wrong logotype background, making elements of the logotype disappear or unreadable
> Logotype modifications and changes that debase the design and value of our logotype
Let’s keep our logotype intact.
the axis logotype 11
Logotype violations, usage on different backgrounds
Do not reverse the logotype on a background that clashes.
Do not use the logotype on a complex background.
Do not reverse the logo on too light a background.
Do not use the logotype on too dark a background.
Logotype violations, modifications and changes
C O M M U N I C A T I O N S
Do not alter the logotype or remove any
elements. The word ­COMMUNICATIONS
is a part of the logotype.
Do not remove the pyramid or the text
as it is a part of the logotype.
Do not alter the typography.
MEETING
ROOM
Do not use the pyramid apart from
the logotype to create other graphical
elements or signage.
Do not alter the colors of any part of
the logotype, or fill it with a pattern.
C A S U A L
Do not distort the logotype.
Do not rotate the logotype.
F R I D AY
Do not replace the word or symbol.
12 axis colors
Axis colors
Color plays a big role in the Axis look and feel. By limiting our use of colors to a select few, we
also make those colors ours and remind people that “This is Axis.” The consistent use of the
three basic colors gives a sophisticated, clean look and makes a powerful contribution to the
clarity of the Axis visual identity. The colors are defined here, but their roles will be explained
under the respective applications.
Logotypes
The special tones of red and yellow as defined here come from and are reserved for our logotype. The only exceptions here are the use of red and yellow in charts and diagrams, e.g., in
­PowerPoint presentations and in certain campaign material.
The Axis partner logotypes use a specific color (60% black) reserved for this purpose only.
Basic colors
The Axis graphic identity uses three basic colors: a medium-light blue and two shades of warm
gray, as strictly defined here. These three colors will dominate in all of our printed matter (with
the exception of campaign material, which may use its own distinctive colors).
Complementary colors
The three complementary colors – a dark blue, a pale blue and an even darker warm gray – keep
our visual language within the same distinct range, while allowing subtle distinctions. Note that
this also applies to such applications as charts, diagrams, insides of packages, carpets and the
interior design of exhibition booths, etc.
Typography colors
Black is used for nearly all text. In some special cases, e.g., certain headlines, we may use our
blue 550 or warm gray 9. NOTE: Colored text (blue or warm gray) may only be used on white
backgrounds; do not use colored text on colored backgrounds. For colored backgrounds, use
black or white text. The specific uses are indicated under “Applications.” For campaign material, special rules and colors may apply.
axis colors 13
Logotype
185 C
Palette
Pantone 185 C
CMYK: C0 M91 Y76 K0
RGB: R255 G0 B51
HTML: FF0033
109 C
Pantone 109 C
CMYK: C0 M10 Y100 K0
RGB: R255 G204 B51
HTML: FFCC33
Axis Gray
Axis Gray
CMYK: C0 M0 Y0 K60
RGB: R153 G153 B153
HTML: 999999
Basic colors
550 C
Palette
Pantone 550 C
CMYK: C38 M3 Y0 K22
RGB: R140 G184 B198
HTML: 8CB8C6
W Gray 5 C
Pantone Warm gray 5 C
CMYK: C0 M8 Y13 K36
RGB: R174 G167 B159
HTML: AEA79F
W Gray 9 C
Pantone Warm gray 9 C
CMYK: C0 M14 Y19 K60
RGB: R130 G120 B111
HTML: 82786F
Complementary colors
539 C
Palette
Pantone 539 C
CMYK: C100 M55 Y0 K85
RGB: R0 G42 B66
HTML: 002A42
545 C
Pantone 545 C
CMYK: C22 M3 Y0 K0
RGB: R196 G217 B228
HTML: C4D9E4
W Gray 11 C
Pantone Warm gray 11 C
CMYK: C26 M36 Y38 K60
RGB: R103 G92 B83
HTML: 675C53
14 Axis image style
Axis image style
Images are usually the first communication elements the eye receives. Because they make such
an immediate impact on the viewer, we must take great care during the preparation stages to
ensure all visuals will be perceived in the way we want them to be. As Axis solutions are used
all over the world, photographs must reflect this. Models, clothing, interiors and situations
should vary to give the impression of internationalism. And, as our products and solutions are
designed to meet customer needs, the human touch is an important element. Naturally, all
photographs should be of the highest quality and taken by professionals.
Typical Axis photography styles are shown opposite, and points to note for each style are given
below.
Application/scenario material
Such photographs should appear natural and immediately convey our communication message.
Clothing and personal appearance should reflect current fashions and relevant facial expressions should contribute to the desired situation. Images of buildings should use contemporary
architecture to reflect the innovative designs and functionality of Axis products.
Product and technical description material
Product photos should be shot in a dramatic way — crisp, clean and with a feeling of space. Try
to minimize details such as screws, cords, etc., unless they are needed for instructional purposes. This will enable the viewer to focus solely on the most important aspect of the picture.
Make sure that products being shown are clean and in excellent condition, with no negative
factors like scratched metal parts, dirty fingerprints or chipped paint.
Conceptual
The main aim of conceptual photography is to convey the creativity associated with Axis’ outof-the-box thinking and ground-breaking products. The conceptual images shown opposite
achieve this in novel ways:
> A composite camera arrow to direct people at exhibitions and other venues
> A camera in pieces to reflect our value of openness and focus on quality in everything we do
> PowerPoint clipart to express particular ideas, visions, concepts and impressions
Axis image style 15
Application/scenario material
Product and technical description material
Conceptual
16 Axis iLLUSTRATIONS
Axis illustrations
General guidelines
Illustrations and symbols are available in 3D and 2D color, grayscale and line-art to meet different requirements, and in both Visio and Illustrator formats. These are done in a realistic style
and should not be mixed with photos in schematics and other illustrations. Using this style
helps us create a modern atmosphere with edgy products. Illustrations and symbols thus always
feature sharp edges — never too round — and are never in cartoonish style.
Depending on the media used, the illustration can vary in terms of simplicity level. An illustration in a schematic produced for a marketing presentation or brochure will show much more
product detail (using the full color 3D version of the product) than an illustration/symbol used
for a clickable button in an eLearning module, for instance.
The style is valid for illustrating Axis products as well as generic products, ensuring that any
schematic or illustrated scene produced is harmonious.
Illustration variants
> “Advanced” Axis product symbols, 2D and 3D, color, grayscale, line-art (“advanced” means
designed with a high level of detail)
> Generic symbols for use in schematics and other illustrations
> Full scene representation, with characters and environment, used in print materials and online
(web, eLearning module, etc.). The emphasis here should be on the character placed in the
foreground that should be drawn in a natural pose. The background should be shown in perspective to give a feeling of depth and spaciousness. Lack of detail with no patterns is best to
achieve clean lines and simplicity. Color harmony is important to produce the desired effect.
Axis iLLUSTRATIONS 17
Product symbols, Axis and generic, in 2D and 3D
IP NETWORK
INTERNET
Icons and symbols for simple scenarios
Characters and full scenes
18 Axis GRADIENTS
Axis gradients
Color gradients are used in Axis marketing material to create more dynamic and attractive
visual effects as compared to using only solid areas of color with no variation of tone. Colors
should match our corporate colors – warm grays and blues as defined on page 13 – and the
intended media should be taken into account when making a decision. Note that creating
gradients for animated web banners may increase the file size a lot.
Where to use gradients
Use gradients on full-page and full-spread backgrounds — for example, brochure spreads,
quickscreens and web banners. They are mainly used with campaigns, promotional materials,
posters, quickscreens, PowerPoint presentations, banners, and online interfaces like webbased/e-learning modules.
Gradients should not be applied on small elements within bigger elements. Only solid dark
colors or solid light colors are allowed on small elements — for example, a solid dark blue
­section box in an event program brochure. Neither should gradients be applied to standard collateral systems such as offline materials.
The standard collateral system is described further in this manual.
Full radial gradient
Side radial gradient
Corner radial gradient
Axis GRADIENTS 19
Blue gradients
Light blue gradient
Medium blue gradient
Dark blue gradient
Medium warm gray gradient
Dark warm gray gradient
Warm gray gradients
Light warm gray gradient
Gradients in context
driving
in
force
network video
Axis celebrates
Years of
The
Network Cameras
1996-2011
Expand your potential
with the world leader in
network video
> Protect what you value most
> Increase business efficiency
> Create value for your business
Get the Axis picture. Stay one step ahead.
Why is branding so important to
Axis Communications?
Staying
What we do with our brand today decides how our customers think of us
tomorrow.
A strong brand makes that image clear, immediately putting the company
and its products foremost in the mind of the customer. It says we will fulfill
his needs and expectations better than anyone else, and it puts us at the top
of his ‘shopping list’, creating brand preference.
Our customers decide our success
Over time, the market forms an opinion – good or bad – of every company.
In essence, that opinion is the company’s brand. The best way to make the
market’s opinion of Axis match our own is to be true to our vision, goals
and values as we go about our business. But it is the market, the customer,
that finally decides. We can only influence that decision – with an attractive presentation and carefully crafted message, by promising a meaningful
value and especially by fulfilling the promises and expectations we create.
Brochures
Get the Axis picture.
Stay one step ahead.
one step
A brand is the mental image that immediately comes to mind when a person
thinks about a company or its products.
We must all help
For consumer brands, media advertising is the strongest
communicator of values and promises. What the individual employee
does or says seldom affects a consumer’s relationship towards the brand.
At knowledge-based business-to-business companies like Axis, practically
everyone has daily personal contact with customers, partners, suppliers and
the market. Each of us is an Axis brand ambassador, and a vital communicator of our values and promises. That makes it doubly important that we all
communicate the same attractive message. The result will be more and better
business, and stronger business relationships with our customers, as well as
greater satisfaction in our work.
ahead
www.axis.com
www.axis.com
Quickscreen
20 axis typography
Axis typography
For a clear, distinct identity, Axis has chosen one corporate typeface for all of our printed matter:
Rotis Sans Serif. The use should be as follows:
> Rotis Sans Serif Extra Bold – for headlines
> Rotis Sans Serif Regular – for introductory texts, body copy, captions, footnotes, etc.
> Rotis Sans Serif Italic – for highlighting individual words or special texts
Exceptions
> For ordinary Word documents (i.e., not printed matter), we use Arial (for headlines and captions) and Times (for body copy).
> In PowerPoint presentations we use Arial.
> For online electronic media such as the Web and HTML newsletters and blasts, we use
Verdana. Please refer to Axis web guidelines for full details and guidance.
> For other texts not using the Roman alphabet, the typefaces are as follows:
- Russian: Rotis Sans Cyrillic
- Simplified Chinese: HeitiCSEG-Medium-GB (headlines) and Adobe Heiti Std R (body copy)
- Traditional Chinese: Arphic Heiti Bold BIG5 (headlines) and Arphic Yenti Medium BIG5
(body copy)
- Korean: Malgun Gothic Bold (headlines) and Malgun Gothic Regular (body copy)
- Japanese: Kozuka Gothic Pro B (headlines) and Kozuka Gothic Pro R (body copy)
- Arabic: GE Flow Regular and Bold
Typography style
> Use a plain style with no outline of words
.
> When using italic text, use it only to highlight specific or individual words — for instance,
words that are not translated — and in references and footnotes. Do not use it in headings
or as body copy.
> Using all capital letters for words is generally not allowed, particularly not in headings.
> Use of words in different font sizes in headings are allowed under certain conditions.
Please refer to the next section on Axis copy style and tone of voice.
axis typography 21
Rotis Sans Serif Extra Bold
Rotis Sans Serif Extra Bold
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abcdefghijklmnopqrstuvxyzåäö
0123456789
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Uptat. Gueratue dolor sim quis nostie molesto ea augiam, veros dignism odionullam delesto corper sectetue facinis cidunt lummy niamcon ex ex et
Rotis Sans Serif Regular
Rotis Sans Serif Regular
ABCDEFGHIJKLMNOPQRSTUVXYZÅÄÖ
abcdefghijklmnopqrstuvxyzåäö
0123456789
Ustrud dolortio odigniam, conse euis nisl ea feu faccumsan er augiam, suscipit
il ute ex erostin utatie dolessim augiat aliscilisl dolessenim nullam at. Pit ero
odolor sectem aliquis nonsectem zzrit alit autpat lutpat ese quisi te feum nim
voloreet augiamet ulput nos augue magniate. elessim zzrillan ute magnismod
eum vullaoreet, vent ullaor iriure modiam vullutpatum quat. Equamet atio ercip
exeraesto commy.
Ut lut nullaorper sendreraessi ex ea at, sismoluptat, consenim iustrud et numsandre et.Endre consectem ipit
vendion sequis eugiam, sumsandrem do del dolorpero er se magna feugait lute vel ing.
Rotis Sans Serif Italic
Rotis Sans Serif Italic
ABCDEFGHIJKLMNOPQRSTUVXYZÅÄÖ
abcdefghijklmnopqrstuvxyzåäö
0123456789
Enis nulla acin vel ullamco mmolorperos augait iureet adiam velis adion volor
sequisit, sumsandre eu feuguero dolorpercil ea at. Obore magnibh essed eu facil
dolore ­facidunt num dunt praestrud te feugue do commy nisim illuptat aci eu
feummy nisi. Nonsecte eu facillu ptatet velendre commy nisit nis ad tat lorero
dignisi ex ero etuer adigna feugait illan volore mincidui tin henim ipit amet nullandre dolortie magnim zzrit vero dolendi onsectetue dipis delisl iure ming eugait iure magnim dip er inisl in
22 Axis copy style and tone of voice
Axis copy style and tone of voice
Copy is essential to creating the image of Axis we want the market to perceive. Axis copy is written
primarily for three different levels of communication: corporate, products and solutions, and aftersales documentation.
Copy at the corporate level should not be Axis-centric. Yet it should still make Axis attractive to
different stakeholders, such as partners, the media, employees, investors and the general public.
At the product/solution level, copy should focus on highlighting our products’ benefits and uses
rather than detailed descriptions of features and functionality.
Copy for documentation is primarily concerned with facts and figures and thus represents the most
objective level of writing. Nevertheless, it is still vital to write well as this level is also marketing
material that conveys our image.
General copy guidelines
Sentences should be short and written in a simple-to-understand and straightforward way.
A conversational tone of voice is best used at the corporate and product/application level to elicit
a warm and positive emotional response from readers. We should also write relevant copy, taking
into account the stakeholder’s needs and challenges.
We should be perceived as enthusiastic, not arrogant. We are proud to be the experts in our
­business area, developing solutions that satisfy or exceed our customers’ expectations. Our goal is
to help them expand their potential and become even more successful.
Avoid using technical jargon and too many acronyms as they can inhibit clarity and smooth text
flow. Use of word clouds
Word clouds may be used in event materials — such as quickscreens, posters, flyers and other
­single-page media — where a key message needs to be highlighted. Highlight only the most
­important words to ensure the reader focuses on the message we want to convey. The difference
between font sizes should be big enough for key words to stand out without going to extremes.
Remember, a word cloud is not primarily a graphical tool - it’s about strategically emphasizing a
particular word, words or concept; a tool to enhance your tonality.
For localization reasons, word clouds should not be used in standard offline corporate collateral.
Theofvalue
true
openness
Quality is
in everything
we do
Choice of paper 23
Choice of paper
Axis uses clean, crisp, white silk paper. It is semi-glossy, which gives good image reproduction as well as good text readability.
We have chosen two different qualities:
>
>
For stationery: Conqueror Smooth CX22 diamond white.
Certified in accordance with FSC (Forest Stewardship Council). The paper mill is certified in accordance with ISO 14001.
For all collateral and printed matter: Galerie Art Silk.
Certified in accordance with PEFC. Meets the requirements for the “Swan,” Scandinavian environmental marking. The
paper mill is certified in accordance with ISO 14001. The printer should be certified in accordance with ISO 14001.
The above choice of paper is recommended if it is economical and the brands are available locally. Alternative paper having
the same properties at an acceptable price may also be used.
Document name
Dimensions mm
Dimensions inches
# of pages
Paper type
Paper name (Sweden)
Weight
Width x Height
Width x Height
87 x 55
3.425 x 2.165
2
Matte, white &
smooth
Conqueror Smooth CX22
diamond white
250g
A4
Letter
1
Matte, white &
smooth
Conqueror Smooth CX22
diamond white
100g
148 x 105
210 x 100
5.826 x 4.133
8.464 x 3.937
1
Matte, white &
smooth
Conqueror Smooth CX22
diamond white
250g
various
various
Matte, white &
smooth
Mailman white
various
215 x 305
8.464 x 12.007
Silky matte
Galerie Art Silk
350g
Double-sided document
- such as datasheets and success stories
Q4
210 x 280
Q4
8.267 X 11.023
2
Silky matte
Galerie Art Silk
170g
Double-sided document
- i.e., product selection sheet (incl. lamination)
Q4
210 x 280
Q4
8.267 X 11.023
2
Silky matte
Galerie Art Silk
200g laminated
Brochure, 4pp
Q4
210 x 280
Q4
8.267 X 11.023
4
Silky matte
Galerie Art Silk
170g
Brochure, 6pp
Q4
210 x 280
Q4
8.267 X 11.023
6
Silky matte
Galerie Art Silk
170g
Brochure, 8pp
Q4
210 x 280
Q4
8.267 X 11.023
8
Silky matte
Galerie Art Silk
200g
Brochure, 12pp
Q4
210 x 280
Q4
8.267 X 11.023
12
Silky matte
Galerie Art Silk
Product guide
Q4
210 x 280
Q4
8.267 X 11.023
>24
Silky matte
Galerie Art Silk
Technical guide
(incl. lamination)
140 x 210
5.511 x 8.267
>80pp
Silky matte
Galerie Art Silk
Glue binding and matte
lamination on cover
Cover: 250g
Inside: 170g
Cover: 250g
Inside: 150g
Cover: 200g matte
lamination
Inside: 90g
Office material
Stationery, business cards
Stationery, letterheads
Stationery, correspondence cards
Stationery, envelopes
Corporate folder
Collateral
24 Axis layout systems
The Axis Grid
14 mm
14 mm
5 mm
5 mm
To ensure consistency in the appearance of Axis’ brochures and other collateral, we have created a
simple, flexible layout system we call the Axis Grid. Regardless of the type of collateral for which
it is used, the Axis Grid helps us maintain a special structure in the Axis visual identity. That is why
we have placed the Axis Grid among the Basic Rules section of this manual.
The templates enable you to use the Axis Grid easily and correctly. The grid is simple to work
with. It is strict, but it gives you freedom and flexibility when producing materials, while assuring that the Axis look and feel is maintained.
There are actually two grids – one for covers and one for spreads – that interact and harmonize.
Here are the ­principles:
1.
Driving network video’s potential.
Making your video surveillance support your vision.
2.
4 mm
Cover
> Starting with a basic Q4 page size, we place a 5 mm page margin on the left and right.
Spread
> The spread grid has a different margin than the cover (see the Axis Grid to the right), that must
be kept clear of text and images except for full-page images, which may use the 5 mm margin.
> The area inside the margins is then divided into 4 x 5 equal squares, 4 mm apart. This is the
fundamental principle of the Axis Grid.
> The text is always in 2 columns covering the outermost 3 squares of each spread. No other
text than captions may be placed in the innermost (4th) column of squares of the grid.
> Images always consist of a full number of squares in height and width, apart from full-
or half-page images, which may extend to 5 mm from the edge of the page.
The examples to the right show how it works:
1. The headline and sub-headline are aligned left in the square farthest left. On front covers,
the vertical alignment is at the bottom of the square. All other headlines are aligned top left
in the relevant square. The length is preferably limited to 3 squares.
2. Images may comprise a single square, a row of squares or the entire width of the page (minus
the 5 mm margins). The size and type of images, as well as the color banner, are dependent
on the level in the hierarchy.
3. The Axis logotype always has exactly the same placement and size in all of our collateral.
4. Introductory texts following headlines cover 3 image squares in width.
5. The area for body copy also covers 3 image squares, divided into 2 columns.
6. Text is always aligned in the top left of any square – but need not start in the top square on
the page.
7. If the body copy under a sub-heading comprises more than one paragraph, use a blank line
to separate the paragraphs.
8. Captions – the only text which may appear in the innermost square on a spread – are never
wider than one square.
9. For a single row (one square in height or width) or small images, keep the white 4 mm
divider between the squares. The exception to this rule is for schematics.
Please refer to the following pages to see how the Axis Grid is used in producing a variety of
printed matter.
3.
142,75 mm
14 mm
4 mm
Axis layout systems 25
5 mm
5 mm
5 mm
14 mm
5 mm
14 mm
5 mm
21,3 mm
21,3 mm
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8.
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21,3 mm
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4 mm
26 Axis layout systems
How it works
Making the difference for retail.
Professional network video solutions.
Axis network cameras
Axis network cameras are the most
advanced, intelligent and versatile
on the market. They run on Ethernet networking, providing an easy
way to capture and distribute high
quality video over any kind of IP
network or the Internet. Any of the
cameras from our broad selection
can be connected directly to your
IP network.
Analog cameras
and Axis video encoders
Axis video encoders enable you to
connect your existing analog cameras
to your IP network, thus minimizing
your investment requirements, and
taking advantage of the numerous
functionalities network video offers.
In-store monitoring
Digital recording
In-store monitoring of real-time or
recorded images is easy from any of
your authorized PCs connected to
the IP network. Video monitoring,
event management functions, analysis, and recording can be performed
using specialized video management software. You can, for instance, record video continuously,
on schedule, on alarm and/or on
motion detection. The software can
have multiple search functions for
recorded events.
Digital recording of video images on
standard PC servers rather than
proprietary equipment such as DVRs
radically reduces management and
equipment costs. All video data can
be saved on a central server – even
in a remote location to prevent
tampering – with efficient access
from any authorized PC.
IP NETWORK
EAS integration
POS integration
Remote access
It is possible to integrate the Axis
network video system with your EAS
system to ensure complete, high
quality video coverage of all EAS incidents.
The network video system easily integrates with your POS system. It
enables remote monitoring of realtime and historic POS transactions
with associated video.
Remote access to live and recorded
video is only a mouse click away.
It can be performed at any time,
from any authorized computer
anywhere.
Fast return on investment
Solution brochure, cover
All of the functional benefits of Axis network video – crystal-clear images, high-quality recordings,
integration with existing network and POS and EAS systems, intelligent analysis capabilities
– translate directly into financial benefits as well.
technologies as Power over Ethernet, i.e. power delivered to the network camera via the same cable as for
the network connection. We believe in keeping the cost
of ownership low.
Do you already have a network infrastructure in place?
Keep it! Axis lets you make use of your existing investments, while giving you a scalable system that grows
with your needs.
Event-driven surveillance can relieve your security
guards from the time and effort wasted in responding
to false alarms. Alarms can activate automated SMS or
e-mail messages. Cameras can send images of a break-
Additional cameras and storage capacity, even new
technologies, are all easy to add, thanks to Axis’ use of
open industry standards. Maintenance costs are low
and installation costs are minimal, thanks to such
in to a specific security guard’s phone or PDA, enabling
him to assess whether or not his presence is required.
Add to this other intelligent algorithms, such as
people-counting, and you can achieve a remarkable
return on your investment.
Solution brochure, spread
Axis is recognized as one of the most trustworthy brands in the video surveillance industry. Research firms rank Axis as the leader in
the global network video market and as one
of the top four providers of video surveillance
equipment overall.*
Driving network video’s potential.
Making your video surveillance support your vision.
*Source: IMS report, “The world market for CCTV &
Video Surveillance Equipment, 2009 edition”
As the driving force,
we set the standards.
Axis helps customers around the world to protect people, property and assets, optimize processes and improve business efficiency. In doing so, we help to create further value for their
business. Our aim is simple, but its effects are far-reaching: to help you make the most of
network video, thus giving you the power to fulfill your vision and the potential to expand your
horizons.
1996
Corporate brochure, cover
In that year, Axis introduced the world’s
first network camera. Ever since, we’ve
served the market with a consistent succession of winning network video products
and breakthrough technologies.
Corporate brochure, spread
Always a step ahead
Building on a solid foundation
By spearheading network connectivity and IP, Axis
brought the full benefit of network video to video surveillance and remote monitoring. And that was just the
beginning. To give customers a better path to their
goals, we continue to raise the bar for network video
use and usability in a growing range of applications.
Incorporating open standards and embedded intelligence, Axis solutions ensure the flexibility and scalability that keep your future bright.
Customers around the world benefit from more than
five million Axis network products, and the world’s
largest installed base of network cameras. The experience gained from these installations inspires every solution we create, resulting in well-informed product
development, well-proven solutions, and a clear vision
of the next step in video surveillance. As one of ONVIF’s
founders, Axis aims to establish global interconnectivity standards for all network video products.
Dedicated to network video
All the right connections
We are innovators and specialists, focused on professional network video. Axis and its partners, who include
security and IT experts worldwide, develop, deliver and
support cost-effective, user-friendly solutions. At the
same time, we use network video’s potential to pave a
path to new business solutions and new business opportunities – for both the industry and its customers.
Axis works worldwide with a comprehensive network
of specialists. From risk assessment to installation and
support, we cooperate closely and dedicate resources
to sharing and building on know-how with our partner
network. This ensures you a secure, reliable solution
with enduring video surveillance results, supplied by a
team of partners who always care.
Axis layout systems 27
30904/EN/R2/0801
42846/EN/R1/1104
www.axis.com
www.axis.com
About Axis Communications
About Axis Communications
Axis is an IT company offering network video solutions
for professional installations. The company is the global
market leader in network video, driving the ongoing
shift from analog to digital video surveillance. Axis
products and solutions focus on security surveillance
and remote monitoring, and are based on innovative,
open technology platforms.
Axis is a Swedish-based company, operating worldwide
with offices in 18 countries and cooperating with partners in more than 70 countries. Founded in 1984, Axis is
listed on the OMX Nordic Exchange, Large Cap and Information Technology. For more information about Axis,
please visit our website at www.axis.com
Axis is an IT company offering network video solutions
for professional installations. The company is the global
market leader in network video, driving the ongoing
shift from analog to digital video surveillance. Axis
products and solutions focus on security surveillance
and remote monitoring, and are based on innovative,
open technology platforms.
Axis is a Swedish-based company, operating worldwide
with offices in more than 20 countries and cooperating
with partners in more than 70 countries. Founded in 1984,
Axis is listed on the NASDAQ OMX Stockholm under the
ticker AXIS. For more information about Axis, please visit
our website at www.axis.com.
Distributed by:
©2008 Axis Communications AB. AXIS COMMUNICATIONS, AXIS, ETRAX, ARTPEC and VAPIX are registered trademarks or trademark applications of Axis AB
in various jurisdictions. All other company names and products are trademarks or registered trademarks of their respective companies. We reserve the right
to introduce modifications without notice.
©2011 Axis Communications AB. AXIS COMMUNICATIONS, AXIS, ETRAX, ARTPEC and VAPIX are registered trademarks or trademark applications of Axis AB
in various jurisdictions. All other company names and products are trademarks or registered trademarks of their respective companies. We reserve the right
to introduce modifications without notice.
Solution brochure, back
Product guide, back
CASE STUDY
Sydney Airport takes security to new heights with Axis.
Switch to network cameras adds value to video surveillance solution.
Product guide
Network video solutions
Organization:
Sydney Airport
Location:
Sydney, Australia
Market segment:
Transportation
Application:
Airport safety and
security
Mission
Following recent government requirements and major redevelopment, Australia’s busiest airport, where annual
passenger numbers topped 30 million for the first time in
2007, decided to upgrade its analog-based video surveillance system to leverage the benefits of IP technology.
Sydney Airport Corporation sought a more flexible, scalable solution that could keep pace with its growing operations while maintaining the highest level of security
and safety that staff and the traveling public expect from
an airport regularly voted one of the world’s best.
Solution
Sydney Airport decided to migrate from video servers to
Axis network cameras. It has transitioned an analogbased video surveillance system comprising analog
cameras over coax, to a hybrid IP-based solution with a
total installation of more than 1,000 cameras.
The network cameras feed directly into the airport’s
Digital Video Manager video surveillance system delivered by Honeywell, a leading Axis partner. The video
solution is fully integrated into the airport’s existing,
comprehensive security, access control and surveillance
system.
Result
The migration to Axis network cameras delivers the
benefits of true IP as well as time, cost, and space
saving benefits. Sydney Airport has greater flexibility to
configure the system to its needs, giving it access to
more and better data that ultimately improves its
ability to monitor and respond to issues as they occur.
Case study, front page
Product guide, cover
28 Axis layout systems
Collateral hierarchy
Axis produces numerous types of collateral, on different levels. Some of it is primarily for sales
promotion purposes, while some is more for technical information. Some collateral targets end
customers and partners, while some is for other stakeholders such as employees. The layout of
all collateral, including certain online matters, is based on the Axis Grid.
In order to achieve the greatest possible clarity in our different communication levels, we have
created a hierarchy among our collateral. Our collateral hierarchy consists of the levels shown
to the right, but it also has a horizontal dimension, from the more general (left) to the more
specific (right) on each level.
The place in the hierarchy will then help to define the theme, the layout, choice of images and
choice of colors and the copy style.
Colors
Corporate level
This type of collateral is for general communications about our company. Partner level
This level is aimed at our partners and consists of brochures, program information sheets, and
CD/DVDs of several kinds. The front-page images include people and allude to partner relationships.
Solution level
The solution level comprises collateral about our industry segments (e.g., retail) or our concepts
and technologies. It also includes our case studies and application notes.
Product level
Collateral on the corporate, solution and partner levels emphasizes warm gray, while the product and technical levels use blue. These colors are found in the headlines and banners.
The product level consists of product brochures and product guides, as well as datasheets and
specific product documentation and sleeve. Obviously, the focus is on individual products,
product series, lines or ranges.
Images
Technical/Educational level
The corporate level uses images from our own business (people and settings). The solution
level has images from the respective industry segments or technologies. The product level, of
course, emphasizes images of the products or product-related items such as computer screens,
etc. Partner and Academy material uses specially produced images.
This level relates to the blue product level. It includes material that is the most specific when it
comes to content, and focuses on key aspects of our products and technologies (i.e., technical
guide and white papers). This level also includes Axis Communications’ Academy educational
material.
The transition from general to specific, moving left to right in the hierarchy, is also reflected in
image detail and the ways images and banners are combined.
Details about the characteristics of each type of collateral are found on the following pages.
Brochures
Brochure copy should be structured for maximum clarity. It is important to bear in mind that
few people read a brochure through from cover to cover all at once, but often glance through
it first, reading only the headlines and captions.
The headlines should therefore give a clear picture of where further information can be found
relating to each topic. They should also be able to communicate the most significant messages
on their own – at a glance.
Bear in mind that the emphasis will be on customer benefits more than on features.
Technical/Educational material
The tone of voice is strictly factual, but always clear and concise. Sales language is greatly
toned down. The facts and figures speak for themselves. Benefits should only be mentioned in
relation to the features that provide them.
Axis layout systems 29
Corporate level
Partner level
PARTNER PROGRAM INFORMATION
Driving network video’s potential.
Making your video surveillance support your vision.
Leading the network video market. Together.
Partnering with Axis.
Channel Partner Program.
For distinct sales advantages.
Axis Communications´ Channel Partner Program is designed to help channel partners capitalize
on Axis´ market leadership in the fast-growing network video market. As a channel-oriented
company, we view our partners as an extension of our team, playing a key-role in the go-tomarket strategy and the overall success of our company. Lead-sharing, early product information
and technical/sales training curricula at the Axis Communications´ Academy are among the many
benefits of this program, designed to give Axis´ channel partners a distinct sales advantage.
Partner categories and levels
Premium Partner
The Axis Channel Partner Program is open to any company
currently doing or wanting to do business with an Axis
distributor, including value-added resellers, system integrators, solution providers and mail order companies (MOC).
Volume resellers with good experience in network video
sales - and who have completed the first level of training
at the Academy - can qualify for the status and additional benefits of this category. Premium Partners have
strong business performance, measured by revenue,
support, and training goals, and are actively selling significant parts of the Axis product range.
Three levels of partnership are designed to recognize
and reward our partners´ investment in the sale of Axis
products.
Authorized Partner
This level is open to any company that is ready and willing
to sell our network video products and solutions. At this
level, there are no revenue quotas and Axis offers a
number of basic benefits to help get you off to a highly
successful start.
> Benefit from direct
contact with Axis
> Take advantage of
enhanced margins
> Capitalize on Axis sales
and marketing resources
> Recieve special pricing
support
> Get unlimited, free
technical support
Solution Partner
Value-added resellers with robust consulting capabilities,
including implementation and totally integrated system
solutions, can qualify for the status and privileges of this
category. Such partners have also completed the second
level of training at the Academy, and have demonstrated
their expertise in selling Axis products and solutions.
Solution Partners also provide on-site installation and
business-hour telephone support to end users.
PREMIUM
PARTNER
Brochure
Partner program sheet
Partner brochure
Solution level
CASE STUDY
Making the difference for retail.
Professional network video solutions.
ApplicAtion note
Sydney Airport takes security to new heights with Axis.
Switch to network cameras adds value to video surveillance solution.
Organization:
Sydney Airport
Location:
Sydney, Australia
Reduce shrinkage by catching poS exceptions
with high-quality network video.
Market segment:
Transportation
Application:
Airport safety and
security
A large part of retail shrinkage is caused by employees.
Such internal fraud often occurs in transactions that
differ from the normal, so-called POS exceptions. POS
exception reporting is already common practice, making
it easy for loss prevention staff and managers to identify
suspect transactions. The great advantages though,
come with the integration of network video.
Mission
Following recent government requirements and major redevelopment, Australia’s busiest airport, where annual
passenger numbers topped 30 million for the first time in
2007, decided to upgrade its analog-based video surveillance system to leverage the benefits of IP technology.
Sydney Airport Corporation sought a more flexible, scalable solution that could keep pace with its growing operations while maintaining the highest level of security
and safety that staff and the traveling public expect from
an airport regularly voted one of the world’s best.
Solution
Sydney Airport decided to migrate from video servers to
Axis network cameras. It has transitioned an analogbased video surveillance system comprising analog
cameras over coax, to a hybrid IP-based solution with a
total installation of more than 1,000 cameras.
Solution brochure
The network cameras feed directly into the airport’s
Digital Video Manager video surveillance system delivered by Honeywell, a leading Axis partner. The video
solution is fully integrated into the airport’s existing,
comprehensive security, access control and surveillance
system.
clear images save valuable time
There is no longer any doubt about what took place at
the cash register. Based on user-defined rules, the system points out transactions deemed to be suspicious or
unusual. Detailed exception reports with associated
video clips are only a click away, providing a crystal
clear view of each transaction.
Result
The migration to Axis network cameras delivers the
benefits of true IP as well as time, cost, and space
saving benefits. Sydney Airport has greater flexibility to
configure the system to its needs, giving it access to
more and better data that ultimately improves its
ability to monitor and respond to issues as they occur.
Case study
AXIS M5014 PTZ Dome Network Camera
Mini HDTV PTZ dome that gives the big picture.
> Pan, tilt, zoom in an
ultra-discreet design
> HDTV 720p and H.264
> IP51-rated protection
against dust and
dripping water
> Power over Ethernet
(IEEE 802.3af)
> Built-in microphone
and audio detection
AXIS M5014 PTZ Dome Network Camera is a palm-sized, HDTV 720p pan/tilt/zoom camera that is
affordably priced for remote and discreet monitoring of indoor areas such as stores, banks, hotels,
office lobbies, restaurants and warehouses.
Product guide
The ultra-discreet AXIS M5014 measures only 13 cm
(5.1”) wide and 5.6 cm (2.2”) high. The ceiling-mount AXIS
M5014 enables flexible coverage over a 400 sq. m. (4300
sq. ft.) area, with a ±180° pan, 90° tilt and 3x digital
zoom. The camera helps users remotely manage one or
more business locations for improved profitability and
on-site security.
With an IP51 rating, the camera is dustproof and
protected from dripping water, enabling video to be taken
even when a sprinkler system is activated. AXIS M5014 is
designed for quick and easy installation. The camera is
powered with Power over Ethernet (PoE) using a PoE
switch or midspan, which eliminates the need for power
cables and reduces installation costs.
HDTV 720p entails a 1280x720 resolution, progressive
scan, HDTV color fidelity, full frame rate and a 16:9
format. AXIS M5014 supports multiple H.264 and Motion
JPEG video streams. H.264 greatly optimizes bandwidth
and storage use without compromising image quality.
The built-in microphone enables users to listen in remotely
and audio to be recorded. Audio detection allows unusual
sounds or noise detected during off-hours to trigger
alarm events. The microSD/SDHC card slot enables several
days of recording on a microSDHC card.
Datasheet
By informing staff about the capabilities of a network
video system, and the reasons behind the implementation,
retailers have reduced internal loss considerably. Once
the system has been implemented, return on investment
has proven even faster than expected.
Application note
DATASHEET
Network video solutions
the fast lane to reduced shrinkage
Three main reasons for internal loss are that employees:
> Believe that it is difficult for management to detect
fraudulent behavior.
> Do not view friendly discounts as fraud.
> Find it easy and tempting to manipulate the cash
register.
It is possible to generate reports by cash register, time,
employee number, amounts and exception kind, make a
quick analysis and find valid proof for shrinkage-related
activities.
Product level
Product guide
Every day, millions of dollars disappear from POS (Point of Sales) terminals in retail stores.
The ways to manipulate cash counters are many, ranging from unauthorized discounts to
actual theft. So far, finding proof for POS incidents has been difficult and time-consuming. With
the introduction of network video, retailers are now provided with revolutionary means to
detect and analyze cashier-related shrinkage.
> Valid proof for cashierrelated shrinkage
> instant exception reports
with associated video
> centralized loss
prevention efforts
> Shortened investigation
time
> identification of
training needs
PART TWO | applications
32 office material
Stationery
Despite the huge amount of correspondence conducted via e-mail, the role of ordinary mail
continues to be important. Consequently, it remains equally important that every letterhead,
every page and every envelope from Axis is instantly recognizable.
The templates provide the correct margins and spacing. We suggest using a blank line (empty row)
between paragraphs, instead of indents. This helps give the letter an ”open” look, well suited to our
brand.
Always seek to make letters as clear and concise as possible. Lengthy letters often go unread. And
remember that every letter you send should in some way reflect the Axis brand personality.
office material 33
15 mm
12 mm
28 x 8 mm
15 mm
12 mm
28 x 8 mm
Rotis Sans Serif Extra Bold 7.5 pts
Rotis Sans Serif Extra Bold 7.5 pts
Rotis Sans Serif Regular 7.5 pts
20 mm
Axis Communications AB, Emdalavägen 14, SE-223 69 Lund, Sweden. Tel: +46 46 272 18 00, Fax: +46 46 13 61 30, www.axis.com, Vat.No. SE 556253-614301
7 mm
Axis Communications S.A.S., SAS au capital de 38112 euros, 2 à 6 place du Général de Gaulle, 92160 ANTONY, France, www.axis.com
Tél : +33 (0)1 40 96 69 00, Fax : +33 (0)1 46 74 93 79, SIRET : 408 969 988 00042,RCS NANTERRE : B408 969 988, TVA intracommunautaire : FR44 408 969 988
7 mm
35777
axis_letterhead_pg1_30664_corp_0801.indt 1
20 mm
30664
Rotis Sans Serif Regular 7.5 pts
1/23/2008 as
2:55:36
PM
Stationery letterheads. The logotype appears in the upper left-hand corner
defined
here. The bottom of the cover page states (in one or two lines) the legally registered name
of the company, the postal address, e-mail address, phone and fax numbers, web address
and any other information required by local legislation or business practice. Continuation
pages include the logotype only, in the same position. 34 office material
15 mm
44 x 13 mm
15 mm
Envelopes, E4, C5, etc. The logotype appears in the upper left-hand corner as
­defined here, followed by the postal address of the sender in one or two lines as
required. Don’t forget the clear space around the logotype. Measurement values
remain the same no matter what size or format the envelope is.
15 mm
44 x 13 mm
15 mm
15 mm
44 x 13 mm
15 mm
Rotis Sans Serif Extra Bold 9 pts
15 mm
31091
Rotis Sans Serif Regular 9 pts
Axis Communications AB, Emdalavägen 14, SE-223 69 Lund, Sweden
10 mm
15 mm
2/26/2008 10:52:51 AM
31089
env_axis_corp_31091_c5-win_229x162_0801.indd 1
Axis Communications AB, Emdalavägen 14, SE-223 69 Lund, Sweden
10 mm
2/26/2008 10:54:30 AM
Rotis Sans Serif Regular 11 pts
Rotis Sans Serif Extra Bold 11 pts
15 mm
Axis Communications AB, Emdalavägen 14, SE-223 69 Lund, Sweden
31090
env_axis_corp_31089_c4_324x229_0801.indd 1
10 mm
env_axis_corp_31090_e4-win_220x312_0801.indd 1
Rotis Sans Serif Regular 11 pts
Rotis Sans Serif Extra Bold 11 pts
2/26/2008 10:25:50 AM
office material 35
5 mm
5 mm
25 x 7 mm
Rotis Sans Serif Regular 7 pts
Rotis Sans Serif Extra Bold 7.5 pts
Rotis Sans Serif Regular 7 pts
5 mm
Axis Communications AB
Joanne Kovacic
Emdalavägen 14
SE-223 69 Lund, Sweden
Tel: +46 46 272 1800
Fax: +46 46 13 61 30
www.axis.com
Branding & Strategic MarCom Manager
www.axis.com
Corporate Headquarters
Axis Communications AB
Emdalavägen 14, SE-223 69 Lund, Sweden
Tel: +46 46 272 18 00, Fax: +46 46 13 61 30
www.axis.com
[email protected]
Tel (direct): +33 977 02 94 06
Mobile:
+33 607 80 50 73
5 mm
Asia Pacific
Australia | China | Hong Kong | India | Japan | Korea | Singapore | Taiwan
Business cards are designed as shown here. In cases involving two different alphabets or
buscard_kovacic_joanne_0801.indd
1 business card may be required, e.g., one side
2/11/2008
10:07:07
characters, a double-sided
in English,
the AM
1
other in Chinese. When only a single side is required, the back will be in warm gray 5 C,Untitled-3
with
12/19/2007 12:32:17 PM
our web address in white, centered. Alternatively, the back can include information about
regional offices.
Rotis Sans Serif Extra Bold 9 pts
axis_businesscard_template_back_apac_0801.indt 1
2/20/2008 8:38:11 AM
10 mm
Correspondence cards are for short messages, e.g., accompanying a package. Remember to
keep plenty of clear space around our logotype.
10 mm
25 x 7 mm
8 mm
10 mm
25 x 7 mm
Rotis Sans Serif Extra Bold 7.5 pts
Rotis Sans Serif Regular 7.5 pts
Rotis Sans Serif Regular 7.5 pts
Axis Communications AB, Emdalavägen 14, SE-223 69 Lund, Sweden
Tel: +46 46 272 18 00, Fax: +46 46 13 61 30, www.axis.com
7 mm
corrcard_axis_corp_31058_148x105_0801.indd 1
10 mm
Axis Communications AB, Emdalavägen 14, SE-223 69 Lund, Sweden. Tel: +46 46 272 18 00, Fax: +46 46 13 61 30, www.axis.com
31059
Rotis Sans Serif Extra Bold 7.5 pts
31058
10 mm
7 mm
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3/17/2008 11:21:33 AM
36 office material
E-mail signatures
The body copy for e-mails is Arial 10pts. This should be set as default in your e-mail program.
The e-mail signature as shown to the right should be used for new HTML e-mails only (not for
replies or forwards, nor for plain/rich text e-mails), and is in line with our printed business
cards, i.e., company information to the left and personal information to the right.
A variant is available with social media buttons as well. In this variant, the corporate social
media information is on the left, including icons with links to YouTube, Facebook, Twitter, Flickr
and the Axis RSS Feed. Personal social media icon links under individual contact information on
the right side can be changed as necessary, and can also include Skype and LinkedIn.
Axis also provides text for an environmental footnote and legal disclaimer which should be
placed under the business card portion of the e-mail signature.
Diplomas/certificates
Templates, such as partnership certificates and Academy diplomas, are available for all instances
when there is a need to communicate recognition from Axis.
office material 37
E-mail signature for HTML e-mails
Diplomas/certificates
This diploma certifies that
is pleased to recognize
has completed the
as an
Axis Communications’
Academy
Fundamentals
Authorized Partner
in the
Axis Channel Partner Program
on this
day of
,
on this
Name / Title
Name / Title
Diploma and partner certificate examples
Name / Title
day of
,
Name / Title
38 PowerPoint presentations
PowerPoint presentations
PowerPoint presentations normally involve very direct interaction between an Axis representative and a customer, group of customers or other contacts. This makes such presentations some
of the most important channels of communication with our customers and partners.
6. Tables and charts
One of the most important factors – and the most easily forgotten – is readability. Filling a slide
with information that cannot be read when shown to a large group only causes irritation. If you
don’t have room for all your text on a slide, you have two options: divide it into two slides or
shorten it. Making the text too small to be read comfortably by your audience is not an option. Generally speaking, it is preferable to limit the slide to key words and messages, i.e., not to use
the slide as a manuscript to read aloud from.
7. Bullet points
Here are a few simple rules to bear in mind:
1. Font
Arial is the only typeface to be used. Avoid a size smaller than 16 points. Footnotes may be as
small as 10 pt and slide master info as small as 8 pt.
2. Text
Use black text on white or light backgrounds. Use white text on black or dark backgrounds. Do
not use colored text (blues or warm grays) on colored backgrounds; colored text may only be
used on white backgrounds. Keep 0.5-1.0 cm of white space between the text box and any image to the right. 3. Images
Always clear and crisp, in realistic colors; never blurry or shaded. The resolution should be optimized for PowerPoint use (RGB 72dpi). Layered product images should be cropped, with transparent backgrounds. The image area is the right-hand third of the slide, as defined by the lines
at top and bottom. Images can also cover the whole slide, using the appropriate slide master
defined in the Axis PowerPoint template.
4. Colors
Warm gray is for the slide structure (slide and image/box borders). Medium blue is preferred for
call-out boxes. Dark blue, light blue and dark warm gray are allowed as complementary colors.
Red and yellow are secondary colors for charts and diagrams only.
5. Boxes, frames and shapes
Straight edges are preferred on rectangular or square frames. Professional shadow images are
recommended behind boxes. Solid and gradient colors can be used. Axis has created a template
that includes all kinds of ready-to-use shapes and images.
Keep them simple. Use our blues and grays for column headers. Gradient fills may be used for
charts and highlights.
There are two levels of bullet points when presenting a list:
> The top level bullet always takes the form of “>”
> The following levels down always take the form of “–“
All bullet points are indented accordingly.
8. Logotype zone
The area below the bottom black line is for the logotype and the URL only. The slide master
information (slide number, date and version) may also appear here. Never place any other text
or image below the black line. (Footnote sources must be placed above the black line.)
PowerPoint presentations 39
Arial Bold 30 pts, Black
Arial Regular 16 pts, Black
Arial Bold 11 pts, Warm Gray medium
Arial Bold 24 pts, Black
Arial Regular 18 pts, Black
Arial Regular 16 pts, Black
Arial Regular 12 pts, Black
Arial Bold 11 pts, Warm Gray medium
Solution material
Brochures
Rotis Sans Serif Extra Bold 20 pts
Rotis Sans Serif Extra Bold 32 pts
Rotis Sans Serif Extra Bold 11 pts
Rotis Sans Serif Extra Bold 20 pts
Improved safety and security
Rotis Sans Serif Regular 16 pts
Axis network video solutions enable rapid detection of potential incidents, so you can intervene
quickly when needed, and identify any false alarms. The result is a much higher standard
of overall security, which means a safer, more secure working environment for your staff
– a further contribution to morale.
Making the difference for retail.
Ensure staff security and
protect your assets
Professional network video solutions.
Reliable protection is not only important during lonely
nights at a gas station or a 24-hour convenience store.
It is as relevant in stores with large amounts of cash,
high-value products or high-risk products, such as
medicine and alcohol. With Axis network video, extra
cameras are easily added to specific product sections
or check-out areas. Video images can be stored on a
server at a remote location, ensuring that recordings
are protected from intruders.
New possibilities, greater gains
Understand customer behavior
Strategically placed cameras can be used to record and
measure consumer activity and understand buying behavior, so you can identify the most popular areas and
optimize your store and display layouts accordingly.
Add built-in people-counting and integration with your
POS system, and you get invaluable information about
your customers.
CCTV has long been known to help reduce theft, particularly when consumers know it’s there.
But the real leap forward in loss prevention technology comes with network video.
Detect cashier-related shrinkage
with POS integration
With Axis network video, you can quickly identify common mistakes, misunderstandings and innovative ways
Ensure customer satisfaction
Network cameras can identify empty shelves and alert
staff that they need to be restocked. They can also let
you know when a queue is too long, so you can open
more cash registers. In other words, network video en-
to manipulate the POS system. POS exception statistics
(from single or multiple stores) make it easy to detect
any suspect patterns and behavior. This in turn enables
you to continuously develop your staff training tools,
and to ensure that you always stay one step ahead in
preventing internal loss. In other words, you get a clear
picture – and a clear record – of exceptions, such as:
> Unauthorized discounts
> Manually entered values
> Incorrect processing of returns
> Cash refund and coupon errors.
ables you to place staff where they are most needed,
and to optimize staff shifts to meet customer demands.
Long lines, empty shelves and blocked aisles are history.
Improve your marketing efforts
Network video enables immediate evaluation of market–
ing and promotion campaigns. You quickly find out
whether your end-caps, in-store signage, and display
windows really attract customers. Your customer and
POS metrics are only a mouse click away, enabling
strategic marketing decisions to boost your sales. And
it can all be done in real-time and remotely, for single
or multiple stores.
Rotis Sans Serif Regular 7 pts
With Axis network video solutions, you benefit
from high-resolution images providing a remarkable level of detail.
bc_retail_30904_en.indd 1
01/02/2008 11:57:29
bc_retail_30904_en.indd 2
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bc_retail_30904_en.indd 3
Rotis Sans Serif Regular 9 pts
The use of intelligent network cameras with motion
detection and active tampering alarm also contributes
greatly to quick detection of suspect actions outside
your store or inside the store after opening hours.
Axis provides a shortcut in the time-consuming task of gathering data from multiple systems
and sites. In fact, our network video solutions can give you a real boost in store performance.
Greater loss prevention
Axis network video solutions provide sharp, high-resolution images that enable you to follow suspect behavior
and facilitate positive identification. And they integrate
with your available systems to reveal and minimize all
kinds of shrinkage-related activities. They can for instance
be combined with your EAS system to ensure complete,
high quality video coverage of all EAS incidents.
Rotis Sans Serif Extra Bold 11 pts
Enhance surveillance efficiency
High-quality video is a great help when investigating
crime. While conventional video tape images deteriorate with use, the image quality you get from Axis network video remains constant over time. Digital images
are sharp and can be viewed hundreds of times without
losing quality. And the high quality saves you valuable
time when making identifications.
Optimized merchandising and operations
The retail industry faces tough challenges, including fierce competition, low margins and external/internal losses. Within retail, video surveillance systems have traditionally been used for
safety and security. Axis network video solutions take such systems to a new level, by addressing all these challenges. With pro-active surveillance and monitoring. Greater loss prevention.
Improved merchandising. And many more functions that make sound business sense in every
retail operation, whether you run a single shop or a whole chain of malls.
Rotis Sans Serif Regular 11 pts
Solution material is characterized by
warm gray 5. Images emphasize the relevant industry segment or the technology
in question and a product image, i.e., a
combination of two types of images.
Covers of brochures have the headline
(warm gray 9) and sub-headline (black)
just above a single row of images. The
two images occupy 3+1 squares, with the
white divider between them. Beneath the
images is a warm gray banner. Cover and
inside-page layouts follow the Axis Grid.
Always use the template for Collateral –
Solution brochure.
01/02/2008 11:57:30
Case studies
Rotis Sans Serif Extra Bold 11 pts
Sydney Airport takes security to new heights with Axis.
Switch to network cameras adds value to video surveillance solution.
Organization:
Sydney Airport
Location:
Sydney, Australia
Market segment:
Transportation
Application:
Airport safety and
security
Mission
Following recent government requirements and major redevelopment, Australia’s busiest airport, where annual
passenger numbers topped 30 million for the first time in
2007, decided to upgrade its analog-based video surveillance system to leverage the benefits of IP technology.
Sydney Airport Corporation sought a more flexible, scalable solution that could keep pace with its growing operations while maintaining the highest level of security
and safety that staff and the traveling public expect from
an airport regularly voted one of the world’s best.
Solution
Sydney Airport decided to migrate from video servers to
Axis network cameras. It has transitioned an analogbased video surveillance system comprising analog
cameras over coax, to a hybrid IP-based solution with a
total installation of more than 1,000 cameras.
The network cameras feed directly into the airport’s
Digital Video Manager video surveillance system delivered by Honeywell, a leading Axis partner. The video
solution is fully integrated into the airport’s existing,
comprehensive security, access control and surveillance
system.
Result
The migration to Axis network cameras delivers the
benefits of true IP as well as time, cost, and space
saving benefits. Sydney Airport has greater flexibility to
configure the system to its needs, giving it access to
more and better data that ultimately improves its
ability to monitor and respond to issues as they occur.
www.axis.com
30790/EN/R2/0801
CASE STUDY
“Our long term objective is to have a system that is flexible, dynamic and that grows as it’s
required to grow without any limitations to achieve the safe airport the general public expect.
The Axis network video solution allows us to do that.“
Kyile Whyte, AVSEC Infrastructure, Technology and Systems Manager, Sydney Airport Corporation.
Flexible, open solution meets growing needs
Safety and security is given the highest of priorities at
Sydney Airport, where 77,000 passengers travel through
world-class international and domestics terminals on a
typical day. With a major upgrade of the international
terminal planned in the near future as part of a 10 year
master plan for the 907 hectare site, Australia’s premier
gateway is continuing a transformation aimed at meeting airport traffic well into next century.
Sydney Airport’s video security and surveillance systems continue to evolve too, with the organization
committed to ongoing improvements in line with airport development and the availability of new technology. The opportunity to transition from analog cameras
and video servers to an IP solution using Axis network
cameras was a logical next step.
The open Axis system seamlessly integrates with the
Honeywell Digital Video Manager solution. “The good
thing about Axis is it’s an open system that works very
well with the Honeywell system. When we upgrade our
products we look for additional features and flexibility
to get to the point of true plug and play and these types
of products achieve that,” says Kyile Whyte, AVSEC Infrastructure, Technology and Systems Manager, Sydney
Airport Corporation.
Greater capacity to monitor and respond
With a built-in web server and direct connection to the
IP network, the new Axis network cameras do not need
a direct connection to a PC or any other hardware or
software to capture and transfer images.
Axis video servers are still used to convert the video
feeds from the installed base of analog cameras to
a digital format, giving Sydney Airport the benefits of
an IP-based solution while protecting investment in
existing infrastructure.
The move to network cameras has given Sydney Airport
greater flexibility and the ability to capture more data
and higher quality images, including the ability to work
with MPEG-4 and adjust image quality settings for
maximum results.
Operators can specify what types of images they want
recorded and when, including pre- and post-incident
recordings. They can do Motion JPEG and MPEG-4
simultaneously or have multi feeds off a single stream.
“This flexibility gives us better capacity to monitor and
respond to issues as they occur and post-incident. It
gives us more information and more data to make better assessments,” Mr Whyte says.
Saving time and space
The move to IP has saved space and reduced infrastructure and maintenance costs because the network cameras can go straight into the network port and use
Power over Ethernet (PoE) with backed up power supply
via UPS in turn reducing hardware requirements. There
is no need for additional hardware or to put a junction
box out in the field, and old infrastructure did not have
to be removed during the migration.
The solution eliminates the needs for rows of video recorders and hours of searching through tapes. In the
communications room, the implementation of rack
streamers has reduced space requirements by around
two-thirds.
Data lifespan is longer and storage is improved and
more cost-efficient with the IP solution based on Axis
network cameras and video servers compared to the
higher rates of wear and tear and maintenance demands
of the analog system.
“That’s the direction we are heading in. Innovative
products that save us time,” says Kyile Whyte.
Rotis Sans Serif Extra Bold 11 pts
©2008 Axis Communications AB. AXIS COMMUNICATIONS, AXIS, ETRAX, ARTPEC and VAPIX are registered trademarks or trademark applications of Axis AB
in various jurisdictions. All other company names and products are trademarks or registered trademarks of their respective companies. We reserve the right
to introduce modifications without notice.
”The flexibility of the Axis network video
solution gives us better capacity to monitor
and respond to issues as they occur and postincident. It gives us more information and
more data to make better assessments,” says
Kyile Whyte, AVSEC Infrastructure, Technology and Systems Manager, Sydney Airport
Corporation.
Rotis Sans Serif Regular 7 pts
Rotis Sans Serif Extra Bold 11 pts
Rotis Sans Serif Regular 9 pts
The identifier (CASE STUDY) appears in the
upper left-hand corner. The headline
(warm gray 9) and sub-headline (black) on
the front page may extend to the full
4-square width. Beneath it is a 2 x 3-square
image relating to the case in question. To
the right of the image is a warm gray box
for the key case highlights. Always use the
template for ­Collateral – Case study.
CD/DVDs and quickscreens
Rotis Sans Serif Regular 9 pts
Rotis Sans Serif Regular 10 pts
Rotis Sans Serif Extra Bold 16 pts
Rotis Sans Serif Exrtra Bold 16 pts
Retail solutions
00000
Collateral | Partner solutions | Toolbox
Rotis Sans Serif Extra Bold 224 pts
Making the difference
for retail
Rotis Sans Serif Regular 180 pts
Professional network video
solutions
Rotis Sans Serif Regular 130 pts
> Improved loss prevention
> Optimized merchandising and
operations
> Improved safety and security
> Greater customer satisfaction
Retail solutions
Collateral | Partner solutions | Toolbox
A xis
Netw
ork
706
.16/0
Video Products CD - 29366/EN/R1
Get the Axis picture. Stay one step ahead.
www.axis.com/retail
Making the difference
for retail
> Improved loss prevention
> Optimized merchandising and
operations
> Improved safety and security
> Greater customer satisfaction
tA
igh
Get the Axis picture. Stay one step ahead.
xis
Rotis Sans Serif Extra Bold 10 pts
The design of CD/DVD sleeves reflects the
related brochure material in terms of
structure, choice of images and warm
gray banner. The title is in warm gray 9.
The main topics are listed beneath the
­title, in black, with vertical-line dividers.
In the lower left-hand corner is the relevant web address. The label on the disc
itself is warm gray, with the title in white
and a black topic list. The web address is
in white, as is the copyright information
on the perimeter of the disc. Always use
the template for CD/DVD sleeve and label.
Professional network video
solutions
yr
Cop
ica
un
mm
Co
tio
ns
20
07
.A
www.axis.com
ll r
igh
ts r
www.axis.com/retail
ese
r ved
www.axis.com
Quickscreen templates to support specific
events such as roadshows, should feature
the look and feel that was chosen for
each solution. The example here shows a
quickscreen to be used for retail purposes.
Variants are available for quickscreens
with solid color, gradient or full photo
backgrounds. Always use the template for
Quickscreens.
Production number: xxxxxx
Colours: CMYK
Background colour: White
Application notes / Information sheets
ApplicAtion note
www.axis.com
Rotis Sans Serif Regular 11 pts
30805/EN/R2/0801
are registered trademes and products are
troduce modifications
Solution material 41
Axis network cameras
IP NETWORK
Rotis Sans Serif Extra Bold 20 pts
The network video system easily integrates
with your POS system. It enables remote
monitoring of real-time and historic
POS transactions with associated video.
POS terminal
and POS server
Reduce shrinkage by catching poS exceptions
with high-quality network video.
In-store monitoring and recording
of POS exceptions
Integrating network video with POS systems also helps
to create a secure and honest work place, where
employees are safe from false accusations. The archived
video is always there to bring clarity to questionable
transactions and situations.
About poS exceptions
Every day, millions of dollars disappear from POS (Point of Sales) terminals in retail stores.
The ways to manipulate cash counters are many, ranging from unauthorized discounts to
actual theft. So far, finding proof for POS incidents has been difficult and time-consuming. With
the introduction of network video, retailers are now provided with revolutionary means to
detect and analyze cashier-related shrinkage.
A large part of retail shrinkage is caused by employees.
Such internal fraud often occurs in transactions that
differ from the normal, so-called POS exceptions. POS
exception reporting is already common practice, making
it easy for loss prevention staff and managers to identify
suspect transactions. The great advantages though,
come with the integration of network video.
the fast lane to reduced shrinkage
clear images save valuable time
By informing staff about the capabilities of a network
video system, and the reasons behind the implementation,
retailers have reduced internal loss considerably. Once
the system has been implemented, return on investment
has proven even faster than expected.
There is no longer any doubt about what took place at
the cash register. Based on user-defined rules, the system points out transactions deemed to be suspicious or
unusual. Detailed exception reports with associated
video clips are only a click away, providing a crystal
clear view of each transaction.
Three main reasons for internal loss are that employees:
> Believe that it is difficult for management to detect
fraudulent behavior.
> Do not view friendly discounts as fraud.
> Find it easy and tempting to manipulate the cash
register.
It is possible to generate reports by cash register, time,
employee number, amounts and exception kind, make a
quick analysis and find valid proof for shrinkage-related
activities.
> Valid proof for cashierrelated shrinkage
> instant exception reports
with associated video
> centralized loss
prevention efforts
> Shortened investigation
time
> identification of
training needs
Rotis Sans Serif Extra Bold 11 pts
Analyzing exception receipts with high-quality video dramatically
reduces time needed to investigate suspect transactions.
increased efficiency
When integrating network video with POS systems,
there is no need to have loss prevention specialists at
every site. The system is implemented as part of the IP
network, enabling online analysis of real-time and
historic incidents. Exception reports including video
clips are easily generated and viewed from any
computer connected to the network.
The integrated system provides an efficient tool to
compare key loss prevention metrics for cashiers, stores,
districts or an entire chain. It enables managers to stay one
step ahead when it comes to preventing internal loss.
POS exceptions refer to cashier transactions that differ
from normal transactions. Some examples of POS exceptions are: discounts and returns. The exceptions can be
used to hide suspicious behavior in many ways, including:
> Manually entered values. A large amount of manually entered values – whether it is credit card
numbers, article numbers or prices – could be a sign
of system manipulation.
> Returns. Granting returns when there is no item
returned, or no customer present, is a way to transfer money from the cash counter to a friend
or oneself.
> Discounts. Unauthorized discounts given to customers, family or friends – known as “sweet-hearting” –
is a large problem among retailers.
> no-sales. When the cash counter is opened but
no a transaction is registered.
> Voids. By voiding a sold item without the customer’s
knowledge, a cashier makes it possible to pocket
some cash.
Remote access to single
or multiple stores
Why network video?
> Superior image quality
> Remote accessibility
> Easy, future-proof
integration
> Scalability and flexibility
> Cost-effectiveness
> Distributed intelligence
> Proven technology
Why Axis?
> Worldwide #1 in network
video, the world’s leading
expert
> Proven installations across
all continents
> Broadest product portfolio
in the industry
> The largest installed base of
network video products
> Over 20 years of networking
excellence
The best in network video!
improved work environment
Managers who use network video to analyze POS transactions can quickly identify common mistakes, misunderstandings and manipulation methods. This input is
invaluable when developing training tools to ensure
that everyone has a common understanding of best
practices.
Rotis Sans Serif Regular 9 pts
Rotis Sans Serif Regular 9 pts
©2008 Axis Communications AB. AXIS COMMUNICATIONS, AXIS, ETRAX, ARTPEC and VAPIX are registered trademarks or trademark applications of Axis AB
in various jurisdictions. All other company names and products are trademarks or registered trademarks of their respective companies. We reserve the right
to introduce modifications without notice.
The identifier (APPLICATION NOTE or
­INFORMATION SHEET) appears in the
upper left-hand corner in warm gray 9.
The headline (white) on the front page
appears in the warm gray banner, in one
or two lines, aligned top left. The banner
comprises 3 squares. To the right is a
single-square image relevant to the topic. Beneath the banner is the introduction text and the body copy. A bullet list
of key points or topics included. Always
use the template for Collateral – Application note / Information sheet.
42 Product material
Product material
Product guides and product comparison guides
Rotis Sans Serif Extra Bold 20 pts
Rotis Sans Serif Regular 16 pts
Rotis Sans Serif Extra Bold 14 pts
Rotis Sans Serif Extra Bold 6.5 pts
Rotis Sans Serif Regular 8 pts
Product guide
Network video solutions
Product comparison tables
Network video
www.axis.com
JULY 2011
Axis fixed network cameras
AXIS M11 Series
AXIS M10 Series
Image sensor
AXIS M1011
AXIS M1011-W
AXIS M1031-W
AXIS M1054
AXIS M1103
AXIS M1104
AXIS M1113(a)
AXIS M1113-E(b)
AXIS M1114(a)
AXIS M1114-E(b)
1/4“ progressive scan CMOS
1/4“ progressive scan CMOS
1/4“ progressive scan CMOS
1/4“ progressive scan CMOS
1/4“ progressive scan CMOS
1/4“ progressive scan CMOS
1/4“ progressive scan CMOS
1/4“ progressive scan CMOS
4.4 mm/F2.0
fixed iris
4.4 mm/F2.0
fixed iris
4.4 mm/F2.0
fixed iris
2.9 mm/F2.0
fixed iris
Fixed iris, CS mount
2.8 mm/F2.0
6 mm/F1.8
Fixed iris, CS mount
2.8 mm/F2.0
6 mm/F1.8
Varifocal
2.9 - 8.2 mm/F1.4
DC-iris, CS mount
Varifocal
2.8 - 8 mm/F1.2
DC-iris, CS mount
47°
47°
47°
80°
2.8 mm: 66°
6 mm: 31°
2.8 mm: 80°
6 mm: 37°
65° - 25°
87° - 29°
1 - 10,000
1 - 10,000
1 - 10,000
0 with LED on
1.2 - 100,000
0 with LED on
2.8 mm: 1.0 - 100,000
6 mm: 0.9 - 100,000
2.8 mm: 1.0 - 100,000
6 mm: 0.9 - 100,000
0.6
0.6
H.264
Motion JPEG
MPEG-4
H.264
Motion JPEG
MPEG-4
H.264
Motion JPEG
MPEG-4
H.264
Motion JPEG
H.264
Motion JPEG
H.264
Motion JPEG
H.264
Motion JPEG
H.264
Motion JPEG
640 x 480
640 x 480
640 x 480
1280 x 800 (1 MP)
800 x 600
1280 x 800 (1 MP)(2)
800 x 600
1280 x 800 (1 MP)(2)
30 (640x480)
30 (640x480)
30 (640x480)
30 (1280x800)
30 (HDTV 720p)
30 (800x600)
30 (1280x800)
30 (HDTV 720p)
30 (800x600)
30 (1280x800)
30 (HDTV 720p)
Two-way
Built-in mic and speaker
Two-way
Built-in mic and speaker
Lens
Horizontal
angle of view
Day and night
Min illumination/
light sensitivity (lux)
Video compression
Max video resolution
(pixels)
Frames per second
Audio support
Alarm in-/outputs
1/1
Motion detection
Tampering alarm
Motion detection
Tampering alarm
Motion detection
Audio detection
Tampering alarm
Motion detection
Audio detection
Tampering alarm
Motion detection
Tampering alarm
Motion detection
Tampering alarm
Motion detection
Tampering alarm
Motion detection
Tampering alarm
Security
Multi-level passwords
IP filtering
HTTPS encryption
Multi-level passwords
IP filtering
HTTPS encryption
Multi-level passwords
IP filtering
HTTPS encryption
Multi-level passwords
IP filtering
HTTPS encryption
Multi-level passwords
IP filtering
HTTPS encryption
Multi-level passwords
IP filtering
HTTPS encryption
Multi-level passwords
IP filtering
HTTPS encryption
Multi-level passwords
IP filtering
HTTPS encryption
Network
IPv4/v6, QoS
IPv4/v6, QoS
IPv4/v6, QoS
IPv4/v6, QoS
IPv4/v6, QoS
IPv4/v6, QoS
IPv4/v6, QoS
IPv4/v6, QoS
DC
PoE splitter available
DC
PoE splitter available
DC
PoE splitter available
DC
PoE IEEE 802.3af Class 2
PoE IEEE 802.3af Class 1
PoE IEEE 802.3af Class 1
PoE IEEE 802.3af Class 1
PoE IEEE 802.3af Class 1
Requires housing
Requires housing
Outdoor ready (b)
Outdoor ready (b)
Digital PTZ,
pixel counter,
AVHS(1), Corridor Format™
Digital PTZ,
pixel counter,
AVHS(1), Corridor Format™
Digital PTZ,
pixel counter,
AVHS(1), Corridor Format™
Digital PTZ
pixel counter,
AVHS(1), Corridor Format™
Intelligent video
Power
Serial connectors
Outdoor use
Other
AVHS(1), ONVIF
Wireless, AVHS(1), ONVIF
Built-in PIR sensor,
illumination LED,
digital PTZ, AVHS(1),
Corridor Format™
Built-in PIR sensor,
illumination LED,
wireless, AVHS(1), ONVIF
Notations (a) and (b) refer to the corresponding product models for the column; (1) AVHS - AXIS Video Hosting System with One-Click Camera Connection; (2) 1440 x 900 (1.3 MP) scaled resolution available via VAPIX®
Datasheets
Rotis Sans Serif Regular 6.5 pts
The cover of the Product guide has a
blue headline and a black sub-headline
just above a single row of 4 product images that are relevant to the products.
The rest of the cover is white, except for
the logotype, in its defined location in
the lower right-hand corner. Cover and
inside-page layouts follow the Axis Grid.
Inside pages use blue text banners liberally. Always use the template for Collateral – Product guide.
Product comparison guides are overview
documents that detail all of the key
technical features of a product line or
range. Tables use white headlines on
blue 550 background, and white cells
framed with a blue 550 outline. Always
use the template for Collateral - Cheat
sheet.
Rotis Sans Serif Extra Bold 20 pts
DATASHEET
www.axis.com
Technical Specifications – AXIS M30 Network Camera Series
Camera
Image sensor
Lens
Minimum
illumination
Shutter time
Ultra-discreet, recessed-mount video surveillance solutions.
> Ultra-discreet fixed
dome design
> HDTV quality
> Multiple H.264
streams
> Easy installation
> Power over Ethernet
Pan/Tilt/Zoom
Video
Video
compression
Resolutions
Frame rate
H.264
Frame rate
Motion JPEG
Frame rate
MPEG-4 Part 2
Video streaming
Image settings
AXIS M30 Network Cameras are innovatively designed for
quick and easy installation in drop ceilings. Power over
Ethernet (IEEE 802.3af) supplies power to the cameras via
the network, eliminating the need for power cables and
reducing installation costs.
AXIS M30 Network Cameras use progressive scan, providing full resolution images of moving objects without
distortion, in 30 frames per second. AXIS M3011 provides
crisp and clear images in VGA resolution, whereas the
AXIS M3014 delivers high-quality HDTV 720p or 1
megapixel video, perfect for critical areas such as entrances or checkouts that need to be monitored in greater
detail.
AXIS M3011: 30 fps in all resolutions
Controllable frame rate and bandwidth
AXIS M3011: Multi-stream H.264, Motion JPEG and
MPEG-4 Part 2
H.264/MPEG-4 Part 2: 1 stream in full frame rate and
resolution, Motion JPEG: 2 individually configured streams
in full frame rate and resolution, more streams in either
compression if identical or limited in frame rate/resolution
VBR/CBR H.264 & MPEG-4 Part 2
AXIS M3014: Multi-stream H.264 and Motion JPEG
H.264/Motion JPEG: 1 stream in full frame rate and resolution in
either compression, more streams if identical or limited in frame
rate/resolution
VBR/CBR H.264
Compression, color, brightness, sharpness, contrast, white
balance, exposure control, exposure zones, backlight
compensation, fine tuning of behavior at low light, rotation
Text and image overlay
Privacy mask
AXIS M3014: Mirroring of images
Ø 92
mm
Network
Security
Supported
protocols
Password protection, IP address filtering, HTTPS* encryption,
digest authentication, user access log
IPv4/v6, HTTP, HTTPS*, QoS Layer 3 DiffServ, FTP, SMTP, Bonjour,
UPnP, SNMPv1/v2c/v3(MIB-II), DNS, DynDNS, NTP, RTSP, RTP,
TCP, UDP, IGMP, RTCP, ICMP, DHCP, ARP, SOCKS
System integration
Open API for software integration, including VAPIX® from
Application
Axis Communications available at www.axis.com
Programming
Interface
Intelligent video Video motion detection, active tampering alarm
Alarm triggers
Intelligent video
Alarm events
File upload via FTP, HTTP and email
Notification via email, HTTP and TCP
AXIS M3011: 16 MB pre- and post alarm
AXIS M3014: 40 MB pre- and post alarm
Pixel counter
Video buffer
Installation aids
in software
General
Casing
Metal camera module holder, plastic camera module casing,
plastic transparent cover and white cover ring
Processor and
AXIS M3011: ARTPEC-B, 64 MB RAM, 32 MB Flash
memory
AXIS M3014: ARTPEC-3, 128 MB RAM, 128 MB Flash
Power
Power over Ethernet IEEE 802.3af Class 1
More
information isRJ-45
available
at www.axis.com PoE
Connectors
10BASE-T/100BASE-TX
Operating
conditions
Approvals
Weight
Included
accessories
Humidity 20 - 80% RH (non-condensing)
AXIS M3011: 0 – 50 ºC (32 – 122 ºF)
AXIS M3014: 0 – 45 ºC (32 – 113 ºF)
EN 55022 Class B, EN 61000-3-2, EN 61000-3-3, EN 55024,
FCC Part 15 Subpart B Class B, ICES-003 Class B, VCCI Class B,
C-tick AS/NZS CISPR 22, MIC Class B, EN 60950-1
AXIS M3014: KCC class B
260 g (0.6 lb.) (midspan not included)
AXIS PoE Midspan 1-port, Installation Guide, CD with
installation tools, recording software and User’s Manual,
Windows decoder 1-user license
* This product includes software developed by the OpenSSL Project for use
in the OpenSSL Toolkit. (www.openssl.org)
More information is available at www.axis.com
Optional accessories
[3.6”]
Different color options for cover rings
111 mm [4.4”]
Ø 70 mm [2,8”]
20°
- 90°
Multiple H.264 streams, as well as Motion JPEG streams,
can be provided simultaneously either in full frame rate
or individually optimized for different quality needs and
bandwidth constraints. AXIS M3011 also supports
MPEG-4 Part 2 for backward compatibility.
30 fps in all resolutions
78 mm [3.0”]
121 mm [4.8”]
With their ultra-discreet fixed dome design, AXIS M3011
and AXIS M3014 measure only 9 cm (3.6”) wide and
protrude only 3 cm (1.2”) from the ceiling. To suit interior
design the cover ring is available in a range of colors.
AXIS M3011: H.264 (MPEG-4 Part 10/AVC), Motion JPEG,
MPEG-4 Part 2 (ISO/IEC 14496-2)
AXIS M3014: H.264 (MPEG-4 Part 10/AVC), Motion JPEG
AXIS M3011: 640x480 to 160x120
AXIS M3014: 1280x800 to 160x90
30 fps in all resolutions
Dimensions
1-80 mm [0.1-3.1”]
Maximum ceiling thickness
AXIS M3011 and AXIS M3014 Network Cameras, with their innovative and unique design, are
specifically developed for recessed mounting in drop ceilings, offering unmatched, discreet video
surveillance solutions that are ideal for retail stores, banks and other office buildings.
AXIS M3011: 1/5000 s to 1/4 s
AXIS M3014: 1/25000 s to 1/6 s
AXIS M3014: Digital PTZ, preset positions, guard tour
28 mm [1.1”]
105 mm [4.1”]
AXIS M30 Network Camera Series
AXIS M3011: 1/4 ” Progressive scan RGB CMOS VGA
AXIS M3014: 1/4” Progressive scan RGB CMOS 1 Megapixel
AXIS M3011: 3.0 mm, F2.0, fixed iris
Horizontal angle of view: 66°
AXIS M3014: 2.9 mm, F2.0, fixed iris
Horizontal angle of view: 80°
1 lux, F2.0
For information on AXIS Camera Station and
video management software from
Axis’ Application Development Partners, see
www.axis.com/products/video/software/
Ø 47 mm [1.9”]
Rotis Sans Serif Regular 11 pts
Rotis Sans Serif Regular 9 pts
Rotis Sans Serif Extra Bold 11 pts
©2010 Axis Communications AB. AXIS COMMUNICATIONS, AXIS, ETRAX, ARTPEC and VAPIX are registered trademarks or trademark applications of Axis AB
in various jurisdictions. All other company names and products are trademarks or registered trademarks of their respective companies. We reserve the right
to introduce modifications without notice.
40545/EN/R1/1009
Rotis Sans Serif Regular 16 pts
Rotis Sans Serif Extra Bold 14 pts
Rotis Sans Serif Regular 7.5 pts
Rotis Sans Serif Extra Bold 7.5 pts
The identifier (DATASHEET) appears in
blue in the upper right-hand corner and
the Axis logotype appears in the upper
left-hand corner. The headline (blue) and
sub-headline (black) appears aligned just
above the product image. Beneath the
product image is the introduction text,
followed by the body copy in 2 columns.
To the right is a blue box that includes a
bullet list of key points.
The back page of datasheets includes a
2-column table for technical specifications, as well as specially reserved areas
for product design/dimensions and related product accessories. Text for the
main sections is white on blue 550 backgrounds, while secondary sections feature black text on light blue 545 backgrounds. Remember to leave a generous
clear space for the Axis logotype. Always
use the template for Collateral – Datasheet.
Product material 43
label
Product information CD/DVDs (sleeve and label)
Rotis Sans Serif Regular 8 pts
Rotis Sans Serif Regular 10 pts
Rotis Sans Serif Regular 9 pts
Rotis Sans Serif Regular 9 pts
Rotis Sans Serif Extra Bold 16 pts
Rotis Sans Serif Extra Bold 16 pts
Rotis Sans Serif Extra Bold 12 pts
www.axis.com
About Axis Communications
Network video products
Axis is an IT company offering network video solutions
Video management software | Product documentation | Installation tools
29336
for professional installations. The company is the global market leader in network video, driving the ongoing
Network video products
shift from analog to digital video surveillance. Axis
Video management software | Product documentation | Installation tools
products and solutions focus on security surveillance
A xis
Netwo
rk
and remote monitoring, and are based on innovative,
open technology platforms.
01
1/08
/EN/R
Video Products CD - 00000
Axis is a Swedish-based company, operating worldwide
with offices in 18 countries and cooperating with partners
in more than 70 countries. Founded in 1984, Axis is
listed on the OMX Nordic Exchange, Large Cap and
Information Technology. For more information about
Axis, please visit our website at www.axis.com.
www.axis.com/products
00 8
- ©2
Ax
is C
nic
mu
om
i
at
on
sA
B.
©2008 Axis Communications AB. AXIS COMMUNICATIONS, AXIS, ETRAX, ARTPEC and VAPIX are registered trademarks
or trademark applications of Axis AB in various jurisdictions. All other company names and products are trademarks or
registered trademarks of their respective companies. We reserve the right to introduce modifications without notice.
All
rig
hts
res
www.axis.com/products
er v
ed.
The design of CD/DVD sleeves reflects the
related printed matter in terms of structure, choice of images and blue banner.
The title is in blue. The main contents are
listed beneath the title, in black, with
vertical-line dividers. In the lower lefthand corner is the relevant web address.
The label on the disc itself is blue, with
the title in white and a black topic list.
The web address is in white, as is the copyright notice on the perimeter of the
disc. Always use the template for Product
information CD/DVD.
Rotis Sans Serif Extra Bold 7 pts
Production number: xxxxxx
Colours: CMYK
Background colour: White
label
Software product DVDs (sleeve and label)
Rotis Sans Serif Extra Bold 12 pts
Make advanced video surveillance simple!
With AXIS Camera Station, you can monitor
your cameras simultaneously and, at the
same time, record high-quality digital video
continuously or when triggered by motion
or external events. Application and camera
based motion detection and intelligent,
differentiated day and night settings optimize
trigger levels. This reduces false alarms and
improves sensitivity for real detections.
Prevent shoplifting, secure your car park or
schoolyard and monitor the back door – just a
few examples that can make your investment
pay off quickly.
AXIS Camera Station is specially designed to
be used with Axis network video products
and to deliver superior results on a Windows
PC. It offers flexible functionality and stable
operation.
More information
For more information, please visit: www.axis.com
Rotis Sans Serif Regular 8 pts
00000/EN/R4/0802
AXIS Camera Station
Rotis Sans Serif Extra Bold 9 pts
AXIS Camera Station
Comprehensive video management software for monitoring,
recording, playback and event management
AXIS Camera Station
Flexible surveillance software for your Axis network video products
> High quality recordings
> No recording limitations in software
sA
on
ati
nic
mu
om
Rotis Sans Serif Regular 10 pts
©2008 Axis Communications AB. AXIS COMMUNICATIONS, AXIS, ETRAX, ARTPEC and VAPIX are
registered trademarks or trademark applications of Axis AB in various jurisdictions. All other company
names and products are trademarks or registered trademarks of their respective companies. We
reserve the right to introduce modifications without notice.
sC
A xi
> Full duplex audio communication
www.axis.com
0 08
- ©2
Operating System Requirements:
Microsoft Windows Vista Business, XP (SP2), 2000 (SP4), 2003 Server (SP1), Internet Explorer 6.0 or later, Internet Information
Services (IIS) for web client.
2
/080
amera Station DVD - 00000/R1
> View and record live video remotely from
multiple cameras simultaneously
> Record continuously, on alarm
or on motion detection
Minimum Hardware Requirements:
Pentium 4, 1 GHz processor, 512 MB RAM, Hard disk: 1 GB for installation and 2 GB or higher per camera as image database,
NTFS file system, CD-drive, XGA (1024 x 768) or higher resolution monitor, Graphic card with 32MB or more memory,
Microsoft mouse or compatible pointing device, 100 Mbit Ethernet
Rotis Sans Serif Extra Bold 16 pts
Rotis Sans Serif Regular 11 pts
AXIS C
AXIS Camera Station Flexible surveillance software for your Axis network video products
www.axis.com
B.
Al
lr
igh
ts
res
er v
e
d.
The software DVD sleeve reflects the
related printed matter (datasheet) in
terms of headline structure and choice
of images. To the right of the image is a
blue banner. Beneath the main image is
a bullet list of key points. The label on
the disc itself follows the same guidelines as for the Product information CD/
DVD shown above. Always use the template for Software DVD.
Axis Network Camera
> Digital pan/tilt/zoom (AXIS M1043-W / M1044-W / M1054)
> Power over Ethernet (AXIS M1054)
> Microphone and speaker (AXIS M1031-W / M1043-W / M1044-W / M1054)
> PIR sensor and illumination LED (AXIS M1031-W / M1043-W / M1044-W / M1054)
> Wireless connectivity (AXIS M1011-W / M1031-W / M1043-W / M1044-W)
M1011-W / M1031-W)
AXIS M1043-W
AXIS M1044-W
AXIS M1054
> MPEG-4 (AXIS M1011 /
SWITCH
AXIS M1011/M1011-W/M1031-W/M1043-W/M1044-W/M1054
Equipment included for easy and flexible inst
> I/O connector (AXIS M1043-W / M1044-W / M1054)
Build a flexible video surveillance solution:
> H.264, Motion JPEG
WWW
ROUTER
> Progressive scan
44 PRODUCT material
43946/EN/R1/1107
> Easy and flexible installation
> Functional and smart design
AXIS M1011/M1011-W/M1031-W/M1043-W/M1044-W/M1054
Axis Network Camera
©2011 Axis Communications AB. AXIS COMMUNICATIONS,
AXIS, ETRAX, ARTPEC and VAPIX are registered trademarks
or trademark applications of Axis AB in various jurisdictions.
All other company names and products are trademarks or
registered trademarks of their respective companies. We
reserve the right to introduce modifications without notice.
Product material
Axis Network Camera
AXIS M1011/M1011-W/M1031-W/M1043-W/M1044-W/M1054
> Functional and smart design
> Easy and flexible installation
Rotis Sans Serif Regular 9 pts
AXIS M1043-W
AXIS M1044-W
AXIS M1054
> Progressive scan
WWW
SWITCH
www.axis.com
AXIS M1011/M1011-W/M1031-W/M1043-W/M1044-W/M1054
Rotis Sans Serif Regular 12 pts
Equipment included for easy and flexible installation:
Axis Network Camera
ROUTER
Rotis Sans Serif Extra Bold 26 pts
Build a flexible video surveillance solution:
43946/EN/R1/1107
©2011 Axis Communications AB. AXIS COMMUNICATIONS,
AXIS, ETRAX, ARTPEC and VAPIX are registered trademarks
or trademark applications of Axis AB in various jurisdictions.
All other company names and products are trademarks or
registered trademarks of their respective companies. We
reserve the right to introduce modifications without notice.
Packaging sleeves
> H.264, Motion JPEG
> MPEG-4 (AXIS M1011 /
M1011-W / M1031-W)
Rotis Sans Serif Regular 7 pts
> Wireless connectivity (AXIS M1011-W / M1031-W / M1043-W / M1044-W)
> PIR sensor and illumination LED (AXIS M1031-W / M1043-W / M1044-W / M1054)
> Microphone and speaker (AXIS M1031-W / M1043-W / M1044-W / M1054)
> Power over Ethernet (AXIS M1054)
> Digital pan/tilt/zoom (AXIS M1043-W / M1044-W / M1054)
Smallest and smartest network
cameras from the world leader
Smart video surveillance
of small businesses, hotels,
residences, and more.
> I/O connector (AXIS M1043-W / M1044-W / M1054)
> 1 megapixel / HDTV 720p resolution (AXIS M1044-W / M1054)
AXIS M1043-W
AXIS M1044-W
AXIS M1054
AXIS M1011/M1011-W/M1031-W/M1043-W/M1044-W/M1054
AXIS M1011/M1011-W/M1031-W/M1043-W/M1044-W/M1054
M1011-W / M1031-W)
> PIR sensor and illumination LED (AXIS M1031-W / M1043-W / M1044-W / M1054)
> Microphone and speaker (AXIS M1031-W / M1043-W / M1044-W / M1054)
> Power over Ethernet (AXIS M1054)
> Digital pan/tilt/zoom (AXIS M1043-W / M1044-W / M1054)
> I/O connector (AXIS M1043-W / M1044-W / M1054)
AXIS M1011
AXIS M1011-W
AXIS M1031-W
AXIS M1043-W
AXIS M1044-W
AXIS M1054
System requirements:
Axis network video products are tested with
Internet Explorer 7.x or later on Windows XP,
Vista, Server 2003 and Server 2008. Other
browsers and operating systems may also work.
Connection to Ethernet/Fast Ethernet is required.
AXIS M1043-W
AXIS M1044-W
AXIS M1054
top
back
Rotis Sans Serif Regular 12 pts
Equipment included for easy and flexible installation:
CD
Smallest and smartest network
cameras from the world leader
AXIS M1043-W
AXIS M1044-W
AXIS M1054
CD
The product packaging sleeve uses the same
design principles as the collateral material.
Note that the Axis logotype appears in the
upper right-hand corner. The back and sides
of the packaging sleeve includes product
descriptions and a variety of specifications.
The back of the packaging sleeve specifically features a cropped-out image of the
product(s), as well as any information
required by local legislation. Note that this
packaging sleeve design is used for specific
products only. Always use the template for
Packaging sleeve.
side
www.axis.com
User’s manuals and installation guides
43946/EN/R1/1107
Rotis Sans Serif Extra Bold 14 pts
AXIS M1054
AXIS M1043-W
AXIS M1044-W
AXIS M1031-W
AXIS M1011-W
AXIS M1011
System requirements:
Axis network video products are tested with
Internet Explorer 7.x or later on Windows XP,
Vista, Server 2003 and Server 2008. Other
browsers and operating systems may also work.
Connection to Ethernet/Fast Ethernet is required.
> WiFi Protected Setup (AXIS M1043-W / M1044-W)
> Micro SDHC card slot (AXIS M1043-W / M1044-W)
> 1 megapixel / HDTV 720p resolution (AXIS M1044-W / M1054)
> Digital pan/tilt/zoom (AXIS M1043-W / M1044-W / M1054)
> I/O connector (AXIS M1043-W / M1044-W / M1054)
> Power over Ethernet (AXIS M1054)
> Microphone and speaker (AXIS M1031-W / M1043-W / M1044-W / M1054)
M1011-W / M1031-W)
> Wireless connectivity (AXIS M1011-W / M1031-W / M1043-W / M1044-W)
> MPEG-4 (AXIS M1011 /
> H.264, Motion JPEG
(63$f2/
> Progressive scan
,7$/,$12
> Easy and flexible installation
'(876&+
AXIS M1011/M1011-W/M1031-W/M1043-W/M1044-W/M1054
)5$1d$,6
Smart video surveillance
of small businesses, hotels,
residences, and more.
$;,639)L[HG'RPH1HWZRUN&DPHUD
(1*/,6+
$;,63)L[HG'RPH1HWZRUN&DPHUD
> Functional and smart design
,167$//$7,21*8,'(
Axis Network Camera
Rotis Sans Serif Extra Bold 9 pts
> PIR sensor and illumination LED (AXIS M1031-W / M1043-W / M1044-W / M1054)
Rotis Sans Serif Extra Bold 14 pts
©2011 Axis Communications AB. AXIS COMMUNICATIONS,
AXIS, ETRAX, ARTPEC and VAPIX are registered trademarks
or trademark applications of Axis AB in various jurisdictions.
All other company names and products are trademarks or
registered trademarks of their respective companies. We
reserve the right to introduce modifications without notice.
AXIS Camera Station
The cover of an installation guide or user’s
manual reflects a more simplified, black
and white design based on the Axis Grid.
Always use the template for Collateral –
Installation guide or user’s manual.
Build a flexible video surveillance solution:
Rotis Sans Serif Extra Bold 16 pts
Axis Network Camera
Rotis Sans Serif Extra Bold 18 pts
AXIS M1011/M1011-W/M1031-W/M1043-W/M1044-W/M1054
USER MANUAL
Various mounting options:
Various mounting options:
> WiFi Protected Setup (AXIS M1043-W / M1044-W)
AXIS M1031-W
SWITCH
AXIS M1043-W
AXIS M1044-W
AXIS M1054
> 1 megapixel / HDTV 720p resolution (AXIS M1044-W / M1054)
> Micro SDHC card slot (AXIS M1043-W / M1044-W)
AXIS M1011-W
WWW
WWW
> Wireless connectivity (AXIS M1011-W / M1031-W / M1043-W / M1044-W)
AXIS M1011
System requirements:
Axis network video products are tested with
Internet Explorer 7.x or later on Windows XP,
Vista, Server 2003 and Server 2008. Other
browsers and operating systems may also work.
Connection to Ethernet/Fast Ethernet is required.
ROUTER
SWITCH
> H.264, Motion JPEG
> MPEG-4 (AXIS M1011 /
Rotis Sans Serif
Regular 12 pts
AXIS M1043-W
AXIS M1044-W
AXIS M1054
ROUTER
> Easy and flexible installation
> Progressive scan
> WiFi Protected Setup (AXIS M1043-W / M1044-W)
CD
Equipment included for easy and flexible installation:
Axis Network Camera
> Functional and smart design
AXIS M1043-W
AXIS M1044-W
AXIS M1054
Build a flexible video surveillance solution:
Various mounting options:
Axis Network Camera
Smart video surveillance
of small businesses, hotels,
residences, and more.
43946/EN/R1/1107
©2011 Axis Communications AB. AXIS COMMUNICATIONS,
AXIS, ETRAX, ARTPEC and VAPIX are registered trademarks
or trademark applications of Axis AB in various jurisdictions.
All other company names and products are trademarks or
registered trademarks of their respective companies. We
reserve the right to introduce modifications without notice.
> Micro SDHC card slot (AXIS M1043-W / M1044-W)
TECHNICAL material 45
Technical material
Technical guide and technical tools DVDs (sleeve and label)
Rotis Sans Serif Regular 10 pts
The Technical guide is characterized by
blue 550. The cover of the technical
guide has the headline (blue 550) and
sub-headline (black) just above a selection of 4 photos specifically chosen for
this collateral, and a blue banner. Cover
and inside-page layouts follow the Axis
Grid. Always use the template for the
Technical guide.
Rotis Sans Serif Regular 9 pts
Rotis Sans Serif Extra Bold 16 pts
Rotis Sans Serif Extra Bold 16 pts
Technical guide to network video.
Techniques and factors to consider for the successful deployment
of IP-based security surveillance and remote monitoring applications.
www.axis.com
Network video design tools
Network video design tools
29336
Axis design tool | Video clip gallery | Collateral and more
706
.16/0
Video Products CD - 29366/EN/R1
Regular 11 pts
www.axis.com/designtools
yr
Cop
Axis design tool
Lens/angle of view calculator
Rotis Sans Serif
Video clip gallery
Collateral and more
The design of the technical tools DVD
(sleeve and label) reflects a closely related
printed matter (the technical guide) in
terms of structure, choice of images and
blue banner. The title is in blue. The main
contents are listed beneath the title, in
black, with vertical-line dividers. In the
lower left-hand corner is the relevant
web address. The label on the disc itself is
blue, with the title in white and a black
topic list. The web address is in white, as
is the copyright notice on the perimeter
of the disc. Always use the template for
technical tools DVD.
Network video design tools
Netw
ork
>
>
>
>
Axis design tool | Video clip gallery | Collateral and more
A xis
Rotis
The AXIS Design Tool DVD guides you through the
factors and settings to consider for the successful
deployment of a network video installation. It includes
the powerful AXIS Design Tool, a simulation-based
calculation tool which helps determine the bandwith
and storage needs for specific network video projects.
It also features a “lens/angle of view“ calculator, and a
video clip gallery presenting a variety of scenes, useful to determine the impact of factors such as image
frame
rate and
more. Several
Sanssize,
Serif
Extra
Bold 16
pts other tools, such as
collateral, are included in the DVD.
tA
igh
xis
ica
un
mm
Co
tio
ns
20
07
.A
©2008 Axis Communications AB. AXIS COMMUNICATIONS, AXIS, ETRAX, ARTPEC and VAPIX are registered trademarks
or trademark applications of Axis AB in various jurisdictions. All other company names and products are trademarks
or registered trademarks of their respective companies. We reserve the right to introduce modifications without notice.
ll r
igh
ts r
ese
r ved
www.axis.com/designtools
Production number: xxxxxx
Colours: CMYK
Background colour: White
White papers
Rotis Sans Serif Regular 7 pts
White paper
Rotis Sans Serif Extra Bold 20 pts
2.
research approach
3.
The primary objective of this study was to develop an unbiased understanding of the total cost of ownership (TCO) for two types of video surveillance systems: an analog surveillance system (analog cameras
and DVR based recording), and a fully digital IP-based surveillance system (network cameras, IP infrastructure, server, video management software and storage).
Rotis Sans Serif Regular 16 pts
The first phase of the project was to prepare for interviews and collection of various types of cost data,
which required development and validation of an ‘industry typical’ baseline operational video surveillance scenario, after which structured materials for interviews with study participants could be defined
and reviewed. Prior to development of this operational scenario to compare total cost, a definition of
total cost of ownership had to be developed and validated.
In order to make the study as impartial and balanced as possible, a structured research approach was
developed that included step-by-step validation of each project phase by non-vendor industry participants including Security Integrators, Value Added Resellers and Industry Analysts. Definition of cost
components, deployment scenarios, and assumptions were developed with, and scrutinized by, these
study participants with the objective of making the research approach and study results as fair and
unbiased as possible. In addition to interviews, an industry-standardized approach was used to collect
cost data, which included development of an RFP (Request For Proposal), i.e. what an end user likely
provides a security integrator to solicit a system proposal or project bid that would contain itemized
costs components) and then soliciting responses or ‘Project bids’ to collect structured cost data.
total Cost of Ownership (tCO)
Comparison of IP- and analog-based surveillance systems
Develop baseline
operational scenario,
validate & develop ‘RFP’
> Define total cost
categories
> Develop baseline
operational scenario
> Develop structured
interview materials and
target list
Conduct quantitative
research to collect
cost data
> Conduct inteviews
> Collect available
supplementary data
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Several preliminary interviews were conducted to develop and validate total cost of ownership definition
for this study. The emphasis was on quantifiable “Hard Costs” that could be supplied by study participants with a minimum of interpretation or ambiguity.
Consideration was given to non-quantifiable costs including “Soft Costs” (productivity gains, depreciation costs) and “Hidden Costs”, however, the consensus was to exclude analysis of these types of costs
from the study and final quantitative analysis, and instead capture these cost elements as observational points as provided by interview participants, and compiled as cost considerations that could not
be directly quantified (see section: “Additional Observations and Considerations”).
The following outlines the basic research approach phases for development of a cost comparison framework used to develop this TCO comparison:
1. Develop, validate and refine baseline video surveillance scenario and cost comparison framework with
non-vendor industry participants
2. Use structured interviews and standard methods (e.g. an RFP and bids) to collect quantitative cost data
3. Review, validate and synthesize findings
Figure 1.
The research
was conducted
in 3 steps.
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total cost: defining and validating
4.
Baseline scenario: defining and validating
After developing and validating a definition for total cost of ownership; a typical industry surveillance
configuration, or baseline operational scenario, needed to be developed and validated. Several scenarios
were considered and discussed with study participants, including a small office/indoor surveillance scenario (e.g. 4-8 fixed cameras), a midsize ‘mainstream’ scenario (e.g. fixed and PTZ cameras, both indoor
and outdoor), as well as a ‘large site’ scenario (up to several hundred cameras with multiple geographic
locations).
Compile findings
Several observations were collected on the merits of each system, with consensus settling on the midsize scenario as a baseline that was both ideal for the study (scope, complexity), as well as a scenario
that offered no clear cost advantages for either the IP- or analog-based surveillance system. For example, several study participants shared the observation that a ‘large site’ scenario may have inherent
cost advantages for an IP-based system. This is due to the possibility to utilize a shared network infrastructure for various data types including control, video and audio; as well as perceived advantages of
an all IP-based system for simplified remote ‘end to end’ management down to each individual camera
location.
> Synthesize and compile
findings
> Identify key differences
The next step was to define a midsize mainstream operational baseline scenario that was common in the
field, and offered a sufficient ‘apples to apples’ framework for comparing individual cost components for
the two cost categories and surveillance systems previously defined. The baseline that was selected was
a surveillance system for a small to mid-size school campus. The “School Surveillance” baseline was
defined and reviewed by study participants, and refined into as set of system requirements, operational
assumptions, and individual cost elements that could be developed into a structured and unbiased interview material for collection of cost data. It was also determined that providing study participants with
a Request For Proposal (RFP) for this baseline, would most efficiently facilitate collection of unambiguous and impartial cost data.
A dozen interviewees from different geographic regions in North America participated in the study by
providing input on study components, feedback, validation, and cost data (in the form of bid responses).
In order to make the comparison as unbiased as possible, the number of cameras for the installation
should be selected to be advantageous for neither the analog system nor the IP-based system. Since
analog systems are typically multiples of the 16 inputs on a DVR input, it was important not to select,
16, 32, or 48. At the same time IP-based systems have an advantage at 17, 33, or 49. Therefore 40 cameras were selected as a fair case for both system types, as well as a common system size, which was
validated during the interviews. When collecting cost information from study participants, they were
required only to meet the ‘Customer requirements’ for the School Facility installation. No existing cameras were said to be installed, and no premise wiring or infrastructure existed, i.e. all new data and
power cabling was required. Otherwise the study participants had full autonomy to select equipment and
set pricing for configuration, service, upgrades etc.
4
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5
wp_axis_tco_31196_en_0802.indd 5
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White papers are characterized by blue
550. The identifier (WHITE PAPER) appears in the upper left-hand corner. The
first page has the headline (white) and
sub-headline (black). Both headline types
are placed inside the blue banner. Note that the first page (cover page) does not
feature any images. Always use the template for white paper.
46 academy material
Academy material
Axis Communications’ Academy has its own identity, with a clearly defined and attributed set
of images that should be used consistently for this program only.
Just as with product and technical levels, the Academy material is characterized by blue 550. The
Academy deliverables also feature, whenever relevant, a box with a blue 550 background with
white text specifying the document identifier.
The Academy materials range from standard course material such as lab booklets, to communication material to promote the Academy offering. The latter is treated as campaign material and
can change from time to time.
Invitations (printed and HTML)
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Yours.
With a focus on building your strengths in
network video, Axis Communications’ Academy is dedicated to your success.
The Academy works with every facet of your
business, providing convenient training and
tools that fit your learning- and lifestyle so
you can reach your goals.
Please join us for an upcoming training
event specifically designed to help you
boost your business.
Verdana 14 pts
You’re invited to experience
a success story.
Fundamentals Training
AXIS Camera Station Training
This two-day course provides in-depth, hands-on training designed to
give you the knowledge needed to successfully work within network
video surveillance. You will get to explore a wide variety of video surveillance basics, such as:
This one-day course will give you the skills needed to efficiently deploy
and manage a small- to mid-size video surveillance system with AXIS
Camera Station. The training is carried out through a mix of presentations and hands-on exercises and will give you the skills to:
>
>
>
>
>
>
>
>
>
Camera technology and setup
Selecting the appropriate camera type and placement
Ways to save bandwidth and storage
Intelligent applications
Install and use AXIS Camera Station
Work with split views, hotspots, sequences, maps, and PTZ functionality
Setup recordings and alerts
Configure video format, resolution and frame rate
Add storage space
Classroom-based training
September 13 & 14, 2011
9:00 am – 5:00 pm
Irving Convention Center – Las Colinas, TX
Classroom-based training
July 15, 2011
9:00 am – 5:00 pm
Irving Convention Center – Las Colinas, TX
Register by Sept 1 at
www.axis.com/academy/classroom-based.htm
Register by July 10 at
www.axis.com/academy/classroom-based.htm
Scan this QR code to go to the registration web page.
Verdana 20 pts
Verdana 12 pts
academy material 47
Web banners
Booklet covers A4
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LAb mAteriAL
Axis Communications’ Academy
Fundamentals
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Quickscreens
Brochures / Flyers
Axis Communications’ Academy
Building your strengths in
network video
Your customers and your success depend on you having the
most up-to-date, comprehensive knowledge in the industry.
That’s why Axis Communications’ Academy focuses on helping you build your strengths and stay on top of the latest
technology so you can offer your customers the very best.
Helping you meet any customer need
The Academy works with every facet of your business, providing training, tools
and quick reference help for anything and everything your customers expect you
to be an expert in — as well as the things they don’t even know they need yet.
Putting network video knowledge right at
your fingertips
Whether you want instant help with a specific customer situation or comprehensive training to reach your long-term business goals, the Academy has what you
need, when you need it. From sales and system design to installation, configuration and ongoing customer care. And it’s available anytime, anywhere, in your
language from Axis’ own highly-trained Academy staff.
Choose from a wide variety of interesting, helpful, convenient options to fit your
learning- and lifestyle.
When your knowledge source is the company that
invented network video and continually sets the
standard for innovation in the industry, rest assured
customers will recognize your expertise — driving
more business to your door so you can stay one
step ahead.
Axis Communications’ Academy
- the global learning center for network video
>
>
>
>
>
>
>
Practical classroom training
Business seminars
Web-based training
Webinars
Online tutorials and guides
System design tools
Axis Certification Program
Go online to discover new ways to build
your strengths in network video today.
www.axis.com/academy
Boosting business
through every part
of your chain
Sales & Business Development
Gain new business opportunities and increase sales with:
> A way into IP surveillance
> Enhanced knowledge about the benefits of
network video for your customers
> Increased confidence in recommending and
selling network video solutions
> Fundamental information about Axis’
products, accessories and solutions
> A clear advantage over the competition
System Design
Design high-quality solutions more efficiently with:
> Advanced training in specifying, planning
and designing high-quality solutions
> Interactive tools for selecting optimal products and accessories for every situation
> In-depth information about Axis’ products,
solutions and accessories
> Certification to showcase your expertise
Installation & Configuration
Achieve top-level installations for increased
customer loyalty with:
> Training and insight into the right configuration and installation for each solution,
ensuring optimal performance long-term
> Enhanced knowledge to help customers
make more effective use of products
> Instant tools and guides to quickly solve
customers’ issues
> Insight to help you open new business
opportunities and revenue streams with
upgrades and premium support
Axis Communications’ Academy
Building your strengths in network video
With a focus on building your strengths in network
video, Axis Communications’ Academy is dedicated
to your success. The Academy works with every facet
of your business, providing convenient training and
tools that fit your learning and lifestyle so you can
reach your goals.
Get the Axis picture. Stay one step ahead.
Open new possibilities for
success in network video
Rotis Sans Serif Extra Bold 28 pts
www.axis.com
Open new possibilities for
success in network video
www.axis.com/academy
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Rotis Sans Serif Extra Bold 180 pts
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48 Conferences and seminars
Conferences and seminars
Axis hosts a variety of partner conferences and seminars. Conferences have their own identity
following the Axis look and feel, and include a clearly defined set of images to be used consistently for each event tool. This attributed set of images can feature images from the event location. This image selection can also include a combination of location and Axis corporate images,
depending on the conference purpose, contents and target group.
As conferences and seminars may be treated like campaigns, their related communication
material can change over time, to focus on key communication themes. Always contact Axis
Corporate Marketing for the latest information on themes for conferences and seminars.
Invitations (printed and HTML)
©2008 Axis Communications AB.
For more information and to register, please visit
www.axis.com/confname
Rotis Sans Serif Extra Bold 24 pts
Conference dates and location
Conference Name
Rotis Sans Serif Regular 18 pts
Verdana Bold 30 pts
Your invitation to
Explore & Discover
Verdana Regular 14 pts
Conferences and seminars 49
Programs
Rotis Sans Serif Extra Bold 23.5 pts
Conference Name
Conference dates/location
Explore & Discover
Agenda
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continuous growth through partnership
THURSDAY, FEBRUARY 3
Axis reception desk, resort lobby
Arrivals and registration
6:30 pm - 7:30 pm
Conway Courtyard
Conference Welcome - Cocktail hour
7:30 pm - 9:30 pm
Gatlin E3/E4/E5
Dinner Reception
7:00 am - 8:00 am
Butler
Breakfast (extended to 9:00 am for guests)
8:00 am - 8:30 am
Wekiwa 4 & 5
Welcome and Axis Keynote Video Presentation - Scott Dunn and Larry Newman
8:30 am - 9:00 am
Wekiwa 4 & 5
An Insider’s View, Royal Caribbean Surveillance - Dominick Flores
Jack Meltzer
A&E and Consultant Program Manager
Axis Communications
9:00 am - 9:45 am
Wekiwa 4 & 5
ADP Panel Discussion 1 - Robert Muehlbauer, moderator
Mr. Meltzer has more than 25 years of security industry experience. Prior to joining Axis,
Meltzer was with ICx Technologies; before
that, he worked for 10 years at Lenel. There, as
Global Director, consultant support services,
he developed and managed the global consultant support programs. Prior to Lenel, he was
president of Wornall Electronics (acquired by
Niscayah in 2005), one of the nation’s oldest
electronic security system integration houses.
He has been a member of ASIS since 1988.
10:00 am - 10:45 am
Wekiwa 4 & 5
10:45 am - 11:00 am
Wekiwa 4 & 5
11:00 am - 11:15 am
Wekiwa 4 & 5
Welcome
Dear Consultant Partner,
Thank you for joining us at the 2011 A&E Technology
Summit. This event marks the fourth annual Axis A&E
Program conference, designed to provide information
to Consultants and Engineers who design and specify
network video surveillance solutions.
For 2011 we have a unique opportunity to see Axis in
action aboard one of the many Royal Caribbean vessels
outfitted with Axis product. We are also pleased to
have Dominick Flores, Royal Caribbean’s Senior Project
Manager address our nearly 100 attending specifiers.
Again this year we are also pleased to host a Discussion
Panel with industry experts who will share their vision
of the future of network video.
ROSEN SHINGLE CREEK RESORT, ORLANDO, FLORIDA
12:00 pm - 6:00 pm
FRIDAY, FEBRUARY 4
As always we are listening, and you will again have
the opportunity to provide feedback to Axis on our
program, products, and solutions. Members of the
Product Management and A&E Program Teams from
Axis headquarters in Lund, Sweden will be on hand to
listen to your suggestions. Please take the opportunity to share your ideas with us.
Axis welcomes your participation in our 2011 Technology Summit and we look forward to an informative and fun conference to kick off 2011.
ROSEN SHINGLE CREEK RESORT, ORLANDO, FLORIDA
9:45 am - 10:00 am
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ADP Panel Discussion 2 – Robert Muehlbauer, moderator
Announcing the Axis A&E Media USB - Dan Eriksson
Wrap up - Scott Dunn
Departures to Port Canaveral / Boxed lunches
2:00 pm - 3:00 pm
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Embark vessel
6:00 pm - 7:00 pm
Circuit Lounge, Deck 8
Cocktail Networking Reception
8:30 pm - 10:00 pm
Claude’s Dining Room, Deck 4
Evening Dinner - sponsored by Axis ecosystem partners
SATURDAY, FEBRUARY 5
NASSAU, BAHAMAS
7:00 am - 8:00 am
Sincerely,
Jack Meltzer
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Break
11:30 am - 12:00 pm
8:00 am - 1:00 pm
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Breakfast on your own - Choose any dining option on board the ship
CONFERENCE SESSIONS
8:00 am - 10:00 am
General session, Sound of Music,
Deck 5
Welcome and Day Overview - Jack Meltzer
Axis Professional Certification, an Overview - James Marcella
Axis Product Roadmap - James Marcella and Kent Fransson
10:15 am - 1:00 pm
See box below for details
Workshops
Your Team Letter is located on the back of your name badge
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Workshop 1 - 10:15 am - 11:00 am
Team A
Team B
Team C
All workshops located on Deck 7
Explorer Workshop
Voyager Workshop
Adventurer Workshop
Workshop 2 - 11:15 am - 12:00 pm
Team A
Team B
Team C
Adventurer Workshop
Explorer Workshop
Voyager Workshop
Workshop 3 - 12:15 pm - 1:00 pm
Team A
Team B
Team C
Adventurer Workshop
Axis Partner Exhibition and Solution Display
Application Development & Technology Partners,
Adventurer Conference Room
Voyager Workshop
Adventurer Workshop
Explorer Workshop
Voyager Workshop
Design Considerations
Jack Meltzer, Voyager Deck 7
Explorer Workshop
Video Quality: from Infrastructure to Reality*
Steve Surfaro, Explorer Conference Room
*This workshop may be eligible for ASIS credits, please check with ASIS.
Quickscreens
Welcome
to the 2011 Strategic
Development Conference
Nametags / Badges vertical and horizontal
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Name
Company name
Rotis Sans Serif Extra Bold 25 pts
Conference name
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Conference dates and location
Rotis Sans Serif Regular 190 pts
Conference name
Evénement Partenaires Axis 2011
Conference dates and location
23 juin 2011 - Paris, France
Name
Company Name
Explore & Discover
Growing business - together
Rotis Sans Serif
Extra Bold 30 pts
Patrick
Colomer
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Serif Extra Bold 21 pts
Sogetrel
Evénement Partenaires Axis 2011
Evénement Partenaires Axis 2011
23 juin 2011 - Paris, France
23 juin 2011 - Paris, France
Laurent Tribotte
Sogetrel
Pierre Testard
SPGO
www.axis.com
Evénement Partenaires Axis 2011
Evénement Partenaires Axis 2011
23 juin 2011 - Paris, France
23 juin 2011 - Paris, France
David-Manuel Plaquet
Spie ile France Nord Ouest
Evénement Partenaires Axis 2011
Olivier Martin
Spie Sud-est
Evénement Partenaires Axis 2011
50 Booth design
Booth design
Booth panels
A trade show is one of the most powerful brand-building platforms. It provides visitors with
direct, face-to-face contact with our company, our products and our people. The Axis global
booth concept is a creative solution to enable visitors to experience our brand personality.
At an event, it is our role to manage this experience — presenting a strong, clear, and consistent
image of our company.
Booth panels should feature very little information and focus on Axis’ key messages only.
Axis has taken a conceptual approach for our booth that:
> Scales to any size
> Can be customized to any dimensions/configurations
> Ensures flexibility to adapt for controlled product demonstrations,
meetings, seminars and displays
> Ensures a consistent concept for:
- Large to medium-size booths
- One-off booths
- Pop-up and tabletop booths
The guiding design principles behind the concept
By using real-life customer environments as the “horizon,” we can visually communicate how
Axis is able to dedicate itself to each industry segment’s specific requirements.
How this is accomplished
>
>
>
>
>
>
Build a space to create a sense of openness
Set out the boundaries
Adapt it to suit the situation
Accentuate the feeling of openness through application of the graphic language
Combine the strong imagery with an architectural rigor
Emphasize the quality of volume of the space
Layout for consistency
Regardless of size variations, the concept allows us to include some or all of these physical items:
> Product demonstration stations
> Product range display
> Reception desk
> Meeting room and seminar area
> Specially-designed area(s) to promote distinct solutions and offerings
> Graphics for messaging
> Literature display
> Technical room
> Back room for storage
Take the path to new opportunities
with the world leader in network video.
Booth design 51
Booth design
Partner
Literature dispenser
Reception desk
For further information about booth panels and detailed booth design
information, please refer to the Axis exhibition guidelines.
Axis product range display
Axis demo unit
Axis seminar area
Literature dispenser
52 Campaign materials
Campaign materials
Campaigns are generally related to branding initiatives, product and solution offerings, and
special events. The idea of a campaign is to generate a great deal of extra attention - as much
as possible - among our targeted market segments. Campaigns are also a vital tool in supporting the sales efforts of Axis’ channel partners.
The foundation of most campaigns is an ad or a series of ads in different offline and online
formats. They set the tone for the rest of the campaign. In order to attract that extra attention
- yet retain the distinct Axis look and feel - a campaign retains some elements of our normal
graphic identity (typeface, the Axis Grid, logotype placement, etc.), while often deviating
sharply in others, particularly in the use of images and colors. Each campaign may have its own
identity color and its own special set and style of images.
Advertisements always have a 5mm white border around the entire artwork; this can be
­excepted in special cases. Posters have a 10mm white border.
Ad copy
The tone of voice in ads is informal and conversational, reflecting the way people actually
speak. Using short phrases and highlighting individual words. Above all, catching the reader’s
attention and arousing curiosity to find out more. An ad will typically close with a clear call-toaction message.
Campaign materials 53
5 mm
5 mm
Maximum speed and precision for mission-critical surveillance?
That’s easy.
Rotis Sans Serif Regular 25 pts
Rotis Sans Serif Extra Bold 32 pts
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Managing security for mission-critical sites
is complex and intense, to say the least. Your
cameras need to handle anything and everything. Without fail.
Axis Q-line pan/tilt/zoom cameras give you
the market’s most advanced network video
surveillance solution — with intuitive installation and reliable operation. In fact, with
PoE support and outdoor-ready cameras, you
save time, money and headaches right out
of the box.
12 mm
HDTV-quality video, superior pan/tilt/zoom
performance and smart technologies — like
auto-tracking, Active Gatekeeper, tour recording and audio detection — give you supreme
control, speed and precision. So nothing
escapes your attention.
Zero hassle. Total control. Easy choice.
Get the Axis picture. Stay one step ahead.
Visit www.axis.com/ptz
Rotis Sans Serif Regular 9 pts
AXIS Q60 PTZ Dome Network Camera Series • Up to HDTV 1080p video quality
• WDR • High-speed pan and tilt • Up to 35x optical zoom • High PoE • Arctic
Temperature Control • IP-rated protection
Ads tabloid
12 mm
12 mm
50 x 16 mm
12 mm
54 Campaign materials
Rotis Sans Serif Regular 19 pts
Rotis Sans Serif Extra Bold 24 pts
5 mm
5 mm
5 mm
5 mm
Maximum speed and precision for mission-critical surveillance?
That’s easy.
Rotis Sans Serif Regular 10 pts
Managing securityspeed
for mission-critical
sites
HDTV-quality
video, superior pan/tilt/zoom
Maximum
and precision
for mission-critical
surveillance?
is complex and intense, to say the least. Your
performance and smart technologies — like
cameras need to
handle anything and everyThat’s
easy.
thing. Without fail.
auto-tracking, Active Gatekeeper, tour recording and audio detection — give you supreme
control, speed and precision. So nothing
escapes your attention.
Axis Q-line pan/tilt/zoom cameras give you
the market’s most advanced network video
surveillance solution — with intuitive instalZero hassle. Total control. Easy choice.
lation and reliable operation. In fact, with
PoE support and outdoor-ready cameras, you
Get the Axis picture. Stay one step ahead.
save time, money and headaches right out
Visit
www.axis.com/ptz
Managing
security
for mission-critical sites
HDTV-quality video, superior pan/tilt/zoom
of the box.
is complex and intense, to say the least. Your
performance and smart technologies — like
Rotis Sans Serif Regular 7 pts
cameras need to handle anything and everything. Without fail.
AXIS Q60 PTZ Dome Network Camera Series • Up to HDTV 1080p video quality
Axis Q-line
cameras give you
34 xpan/tilt/zoom
12 mm
• WDR • High-speed pan and tilt • Up to 35x optical zoom • High PoE • Arctic
the market’s most advanced network video
Temperature Control • IP-rated protection
surveillance solution — with intuitive instal12with
mm
lation and reliable operation. In fact,
PoE support and outdoor-ready cameras, you
save time, money and headaches right out
of the box.
12 mm
auto-tracking, Active Gatekeeper, tour recording and audio detection — give you supreme
control, speed and precision. So nothing
10 mm
escapes
your attention.
Zero hassle. Total control. Easy choice.
Get the Axis picture. Stay one step ahead.
Visit www.axis.com/ptz
AXIS Q60 PTZ Dome Network Camera Series • Up to HDTV 1080p video quality
• WDR • High-speed pan and tilt • Up to 35x optical zoom • High PoE • Arctic
Temperature Control • IP-rated protection
Rotis Sans Serif Extra Bold 6.5 pts
Rotis Sans Serif Regular 6.5 pts
Singapore, regional HQ
Tel: +65 6836 2777
[email protected]
Australia
Tel: +613 9221 6133
[email protected]
China
Tel: +8621 6431 1690
[email protected]
Taiwan
Tel: +886 2 2546 9668
[email protected]
Korea
Tel: 82 02 780 9636
[email protected]
Japan
Tel: +81 3 6716 7850
[email protected]
Campaign materials 55
Rotis Sans Serif Regular 14 pts
Rotis Sans Serif Extra Bold 18 pts
Ads A5
5 mm
Maximum speed and precision for mission-critical surveillance?
5 mm
That’s easy.
Managing security for mission-critical sites is
complex, to say the least. Your cameras need to
handle anything and everything. Without fail.
supreme control, speed and precision. So nothing
escapes your attention.
Zero hassle. Total control. Easy choice.
Axis’ Q-line pan/tilt/zoom cameras give you the
market’s most advanced network video surveillance solutions — with intuitive installation,
reliable operation and smart technologies for
Rotis Sans Serif Regular 9 pts
Get the Axis picture. Stay one step ahead.
Visit www.axis.com/ptz
23 x 8 mm
7 mm
AXIS Q60 PTZ Dome Network Camera Series • Up to HDTV 1080p video quality • WDR • High-speed
pan and tilt • Up to 35x optical zoom • High PoE • Arctic Temperature Control • IP-rated protection
7 mm
7 mm
7 mm
Rotis Sans Serif Regular 7 pts
1.
2.
3.
4.
Web banners (animation phases)
56 Campaign materials
Posters 70x100
10 mm
10 mm
Maximum speed and precision for mission-critical surveillance?
Rotis Sans Serif Regular 45 pts
That’s easy.
Managing security for mission-critical sites is
complex and intense, to say the least. Your
cameras need to handle anything and everything.
Without fail. Axis Q-line pan/tilt/zoom HDTV
cameras give you the market’s most advanced
network video surveillance solution — with
33 mm
Get the Axis picture. Stay one step ahead.
Visit www.axis.com/ptz
17 mm
Rotis Sans Serif Extra Bold 65 pts
intuitive installation, reliable operation, and
supreme speed and precision. So nothing escapes
your attention.
Rotis Sans Serif Regular 32 pts
Zero hassle. Total control. Easy choice.
33 mm
82 x 30 mm
17 mm
Axis technical specifications
Axis network cameras
Resolution
Power
Light conditions
Application range
Accessories
SVGA to 1080p/5MP
PoE Midspan DC
Automatic day and night
with removable IR filter
Indoor
Outdoor
Full line available
SVGA to 1080p/3MP
PoE Midspan DC
Control light to night time
Indoor
Outdoor
Full line available
SVGA to 1080p
PoE Midspan
Day/Night
Indoor
Outdoor
Full line available
Campaign materials 57
Fixed network cameras*
Fixed dome network cameras*
PTZ network cameras
Image quality is always important, but the And, to ensure that you have hands-on
CIF to D1
n/aexpertise in IP-surveillance
n/a
benefits that you get from video
surveillance AC/DC,
accessPoE
to essential
Video
encoders
are
really
determined by how you will use the system installation and support, we partner
images.
For
overview
with more
*Refer to the Axis
Product monitoring
Guide for a fullor
list extreme
of products compatible
withthan
AVHS.30,000 specialists worldwide.
detail? Perimeter protection or license plate As the world leader in network video, we
recognition? Viewed, recorded or both? Is the aim to help you make the most of your video
image optimized for your end use?
surveillance capability.
Iomega StorCenter product selection
Blade chassis
AXIS P5534 PTZ Dome Network Camera:
HDTV 720p, 18x optical zoom, H.264.
Product
SKU (Capacity)
Interface
Key features
We
make your job easier,
by focusing
on Get the Axis picture.
Stay one step ahead.
StorCenter
ix2-200
35427
(2TB)
10/100/1000
Ethernet
Port
EMC LifeLine; GbE connectivity; RAID 1 (JBOD also available); Supports up to three (3) USB
image usability first. We share our experience Visit www.axis.com/imageusability
printers; UPnP and DLNA certified; VMware, Windows, and XenServer Certified; Three (3) USB
and competence, and35430
offer(4TB)
a comprehensive
ports; Two (2) SATA II Hard Disk Drives (1TB, 2TB, or 3TB)
34788 (6TB)
range of image-enhancing features – like
remote
zoom
and focus,
megapixel
and 10/100/1000
HDTV
StorCenter
ix4-200d
35436
(4TB)
Ethernet Port
EMC LifeLine; 2X GbE connectivity; RAID 5 and 10 (JBOD also available); Supports up to three
– so you can benefit fully
(3) USB printers; UPnP and DLNA certified; VMware, Windows, and XenServer Certified; Three
35439from
(8TB) the industry’s
(3) USB ports; Four (4) SATA II Hard Disk Drives (1TB, 2TB, or 3TB)
broadest portfolio of network
video products.
34791 (12TB)
StorCenter px4-300d
5 mm
Distributed by:
StorCenter
Rotis Sans Serif Extra
Bold 9 pts
px6-300d
35098 (0TB)
356555(4TB)
mm
35100 (8TB)
35101 (12TB)
Partner logo
34769 (0TB)
35458 (6TB)
mm
350965 (12TB)
35097 (18TB)
Ethernet Port
25 x 10.5 mm
Ethernet Port
Ads, co-marketing
possibilities
StorCenter px4-300r
35661for
(0TB)partnersEthernet Port
5 mm
EMC LifeLine; Dual GbE connectivity; Solid State Drives (optional);
RAID 1, 10 and 5 with
hot spare; automatic RAID rebuild and hot swap; RAID 0 and JBOD mode; Diskless
Configuration; Device to Device Data Replication; VMware, XenServer, Windows Certified;
Three (3) USB ports; SATA II Interface
EMC LifeLine; Dual GbE connectivity; Solid State Drives (optional); RAID 1, 10, 5 and 6
with hot spare; automatic RAID rebuild and hot swap; RAID 0 and JBOD mode; Diskless
Configuration; Device to Device Data Replication; VMware, XenServer, Windows Certified;
Three (3) USB ports; SATA II Interface
EMC LifeLine; Dual GbE connectivity; Solid State Drives (optional); RAID 1, 10 and 5 with
The Axis partner logotype(s) must appear in the
space(8TB)
allotted below the line under the Axis logotype (addresshot spare; automatic RAID rebuild and hot swap; RAID 0 and JBOD mode; Diskless
34774
block area) with the words ”Distributed by” clearly
Axis
Device to Device Data Replication; VMware, XenServer, Windows Certified;
34775 readable.
(12TB) Co-marketing is usually not permitted on Configuration;
corporate branding campaign ads, and only permitted for specific campaigns.
Three (3) USB ports; SATA II Interface; Optional Redundant Power Supply
StorCenter px12-350r
35721 (8TB)
35722 (12TB)
Ethernet Port
EMC LifeLine; Quad GbE NICs; Solid State Drives (optional); RAID 1, 10, 5 and 6 with
hot spare; automatic RAID rebuild and hot swap; RAID 0 and JBOD mode; Device-toDevice Data Replication; VMware, XenServer, Windows Certified; Three (3) USB ports; SATA II
Interface
35 x 10 mm
www.axis.com
Partner logo
10.5 mm
©2011 Axis Communications AB. AXIS COMMUNICATIONS, AXIS, ETRAX, ARTPEC and VAPIX are registered trademarks or trademark applications of Axis AB in various jurisdictions. All other company names and
products are trademarks or registered trademarks of their respective companies. We reserve the right to introduce modifications without notice.
Ads, co-advertising
Co-advertising is possible under specific and clearly defined circumstances, for instance if Axis and another
company develop a joint solution and promote it on equal terms. In this case, a specific ”co-advertising”
template should be used. The third-party company logotype must appear to the left of the Axis logotype, in
the same proportions.
58 CALLS TO ACTION
Use of a call to action
A call to action is a response on a website or other marketing material that you want users
to complete. This may be filling in a contact form, signing up for a newsletter or requesting
participation in a meeting or seminar. To encourage website visitors to respond to a call to
­action, it is important to clearly inform them of any benefits of doing so. Such benefits could
be product discounts, a free gift or entry to a competition.
Another key factor with a call to action is making it stand out clearly on marketing material.
This may be achieved by placing it at the top of a page or column, highlighting it by surrounding
it with white space and using larger text than the surrounding copy.
Using QR codes
A Quick Response code (QR code) is a specific black and white matrix barcode that can be read
by dedicated QR readers, smartphones or computer webcams. The information encoded may be
a URL, text or other data.
Typical Axis marketing materials where QR codes can be used are advertising and event materials, business cards and our website. With advertising, QR codes could give contact information,
direct people to relevant web pages or provide them with additional information. On business
cards, they allow the cards to be generic for all personnel, yet provide individual names and
contact information specific for a particular QR code. Such codes can be saved on a smartphone by a customer, for example, thereby eliminating the need to collect several different
cards. On the website, a QR code can provide similar information to that of advertising.
CALLs TO ACTION 59
Use of a call to action
dents?
Brochures
Ads
Using QR codes
ORT
TO REP
Effective outdoor video surveillance protects
what you value most, alerts you to unexpected
events and can even trigger appropriate
response. But the cameras that achieve it
must endure intense sunshine, heavy rain and
strong winds - and still deliver usable results.
Axis outdoor cameras are exceptionally
easy to install, which saves valuable time
and minimizes maintenance. They withstand
extreme weather conditions, and offer superb
image quality.
Because your surveillance system needs to
deliver indisputable evidence in the form
of clear, crisp video images – even in the
toughest environments.
Get the Axis picture. Stay one step ahead.
Visit Axis at ASIS: Booth 2137, September 19-21,
Orlando, Florida. www.axis.com/asis
Read more with
your smartphone
Axis Communications Inc.
Technical Services
XIS Q6034-E PTZ Dome Network Camera: IP66 and NEMA 4X-rated casing,
8x optical zoom, HDTV 720p with 16:9 field of view, day/night, H.264,
ower over Ethernet, Arctic Temperature Control, and much more.
dd 1
Digital material
Ads, brochures, flyers, etc.
www.axis.com/helpdesk
100 Apollo Drive
Chelmsford, MA 01824, USA
Tel: 800 - 444-2947 (option 4)
www.axis.com/helpdesk
27/06/2011 4:46:05 PM
General department business cards
Axis Communications Inc.
Inside Sales
100 Apollo Drive
Chelmsford, MA 01824, USA
Tel: 800-444-2947
www.axis.com
www.axis.com
Contacts and resources
For further information about corporate marketing guidelines, processes and
policies, please contact the Axis Corporate Marketing department.
©2008-2011 Axis Communications AB. AXIS COMMUNICATIONS, AXIS, ETRAX, ARTPEC and VAPIX are registered trademarks or trademark applications of
Axis AB in various jurisdictions. All other company names and products are trademarks or registered trademarks of their respective companies. We reserve
the right to introduce modifications without notice.
44225/EN/R3/1109
www.axis.com