PHILIPS Brand identity guide.ppt

The principles,Brand identity guide,March 2008,Published by Philips Global Marketing Management,March 2008,More information,pww.,Helpdesk,2008 Koninklijke Philips Electronics N.V.All rights reserved,The principles Brand identity guide,March 2008,Copy,7,8,9,20,2,Contents,3 Introduction4 The communication brand identity model,Headlines23 Headlines principle,Appendix46 Communication:brand and category model,Wordmark5 Wordmark principle,24 Headlines dos and donts,47 Communication:brand pillars and brandlook and feel48 Communication:design process,6 Wordmark dos and donts7 Wordmark specificationsShield8 Shield principle9 Shield dos and donts 0 Shield specificationsBrand promise Brand promise principle 2 Brand promise dos and donts,25 Copy principle26 Copy dos and dontsColor3 Color principle32 Color examples33 Color specificationsMaterials and finishes34 Materials and finishes principle35 Materials and finishes specifications,3 Brand promise specificationsLayout,Naming string 4 Naming string principle 5 Naming string dos and donts 6 Naming string specificationsPhotographyPeople photography principleProduct photography principlePhotography signaturesEmotional benefit photography dos anddonts,36 Layout principle37 Layout dos and dontsTypography38 Typography principle39 Typography dos and donts40 Typography specificationsGraphic elements4 Graphic elements principle42 Graphic elements dos and donts,2 Product in use photography dos and donts 43 Graphic elements specifications22 Product standalone and detail photography dos and dontsThe principles Brand identity guide,March 2008,touchpoint,touchpoint,principles,touchpoint,touchpoint,3,Introduction,Why we have a brand identityThe Philips brand is recognized and trusted around the world andour most valuable asset.The brand identity is the visual and verbalexpression of our brand through all communication media.It willenable us to build and maintain One Philips through consistentexpression of our positioning and strategy.The principles of our brand identity are founded on“sense andsimplicity”.Easy to Experience means communicating clearly andconsistently,Designed AroundYou means communicating fromthe audiences point of view and Advanced means communicatingnew and sometimes unexpected ideas and solutions that makethe latest technologies accessible to all.Together these govern thestructure,style and content of our communications.The brand identity applies globally across all of our activities,product divisions and touchpoints.It is continually researched,Our unique signatures that provide the distinct characterand focus of our identity by means of certain specially selectedsignature elements such as photography,headlines and color thatcarry our message and convey value to our audiences.The brand identity principlesThe elements,principles and signature are summarized over thepage and described in more detail in this document.There areseparate documents for applying the brand identity to each of themedia we use.More information is available at.This principles document is intended for anyone involved in thecreation and development of marcom tools.Used accurately andconsistently over time,it will help build our brand in the hearts andminds of our audiences and maintain a leadership position in ourmarkets.,The communicationbrand identity principlesdrive all touchpoints,touchpointtouchpoint,and developed to achieve communications our audiences findappealing,distinctive and powerful.In this it uses key performanceindicators such as stopping power,fit to brand positioning,relativeposition in competitive field and purchase preference.The brand identity programThe brand identity program is a comprehensive approach tobuilding and managing our brand identity globally across allactivities,product divisions and touchpoints and comprises:Elements,the component parts of our brand identity such as thewordmark,shield and typography which together make up ourcommunications Principles defining how to use each element of ourcommunicationsThe principles Brand identity guide,March 2008,*,*,Copy,4,The communication brand identity model,Roles,Elements,Principles,Elements are thecomponent parts of ourbrand identity whichtogether make up ourcommunication.,Who,WordmarkShieldBrand promise,Our wordmark is our most valuable asset.Give it pride of place and present it with clarity and consistency.Our shield symbolizes our rich heritage.Present it proudly with clarity and consistency.Our brand promise is“sense and simplicity”.Use it consistently and do not provide a substitute,even when it is not used.,Principles define how to,use each element of ourcommunication.Signatures provide thedistinct character andfocus to our identity.,WhatKeymessagecarrier,Naming stringPhotographyHeadlines,Use the verbal components clearly and consistently to communicate essential information,aiding product/service navigation through simplicity.People Natural,intimate photography captures the essence of our brand promise by portraying people benefiting from our technology.Product Present our products proudly,showing their distinctive form and function.Ensure our headlines are short,clear and relevant and supported by our imagery,inspiring belief in our proposition.,Our written communication is personal,clear,vibrant and credible.Bring our brand positioning to life through language that is human and compelling.,Valueradiation,Color,*,We are colorful and our brand is blue and white.,Materials finishes,Apply systematically to create distinction for our brand and differentiation of our propositions.,For more informationsee The Principles inOur Brand Identity,Structure,LayoutTypographyGraphic elements,Our layouts serve our communication structure.Use them to grab,hold and direct attention towards our photography,headlines and proposition.Our typography is inviting and highly legible and has enduring style.Our graphic elements are functional not decorative.Use them to structure and organize information.,*Signature elements,The principles Brand identity guide,March 2008,5,Wordmark principle,Our wordmark is our most valuable asset.Give it pride of place and present it withclarity and consistency.,How we achieve this,Clarity,Ensure pride of place and maximum visibility through size,position,space and background,Consistency,Use the fewest possible variations for each application and across different applications,The principles Brand identity guide,March 2008,6,Wordmark dos and donts,Do,Dont,use the wordmark in blue and in its standardizedform on a white backgroundWhen the word Philips is used in textuse in text typeface with a capital P,combine the wordmark withconcept/family logosuse a different typeface,use the wordmark in combination witha text The configuration with the brandpromise is the only exception to this rule,use the wordmark(whole or partial)incombination with another visual elementsuch as a trademark or symboluse framing or a specially created backgroundcreate a new name or visual device using theword Philips or any part of ituse more than one color,use abbreviations,use the wordmark as part of a textThe principles Brand identity guide,March 2008,P,1P,1P,letters).,7,Wordmark specifications,ColorYou must always reproduce the wordmarkin Philips blue on a white background.Thespecifications are as follows:Pantone 300 CMYK:C 00,M44,Y0,K0 RGB:R,G94,B2 5 HTML:0B5ED7,Size and positionFor guidelines on the size and position of thewordmark,you should refer to the specificcommunication tools in Our Brand Identity.The minimum size is 5 mm or 00 pixels wide.Non-Roman alphabets,1P,1P,RAL 50 5For some communication tools it may not bepossible to apply Philips blue.The exceptions are:Product hardware:apply the wordmarkin the color of the product graphics.Thewordmark must have enough contrast withthe background and the background must bean even color,The wordmark may not be comprehensiblein non-Roman alphabet countries.Additionalstandardized versions of the wordmark areavailable in non-Roman scripts.Go to non-Roman alphabets in the Downloads section.Note that the standard Philips wordmark inthe Roman alphabet must always be displayedalongside the non-Roman alphabet version.Use,For the wordmark the clear zone is x PIn conjunction with other trademarks the clear zone is 2 x PP is the height of the Philips wordmark,One-color printing(black),e.g.flexographicpackaging,user manuals and some leaflets:the wordmark appears in black.Check the specific communications tools inOur Brand Identity for the rules.,this consistently across all product categoriesand product divisions.Contact your regionalbrand manager for the policy in your region/language area.For more information,contact us at,.Clear zone,Standardized formThe Philips wordmark is a registered trademarkand should not be altered in any way.It mustalways be used consistently in its standardized,Always maintain a clear zone around thewordmark and any other trademarks.A clearzone is an area that contains no text or symbolsof any kind.,In textWhen the word Philips is used in text(such asthis paragraph),you must use the same typeface,style and color as the rest of the text.Use,form.This provides legal protection and aidsrecognition and awareness.See our trademarkpolicy for rules on the use of our trademarks.,Note that the clear zone specifications maychange according to the application.Always,sentence case(a capital P followed by lower case,check the specific communication tools in,Do not use the standardized Philips wordmark,Note that these rules replace the UD-D Standard policy.,Our Brand Identity for other clear zonespecifications.,in body text,headlines,pay-offs,slogans or arepetitive pattern.Never use uppercase only.The principles Brand identity guide,March 2008,8,Shield principle,Our shield symbolizes our rich heritage.,Present it proudly with clarity and consistency.,How we achieve this,Clarity,The shield is a mark of quality.Reserve it for prominent applications,Consistency,Use it consistently to protect our trademark and aid recognition and awareness,The principles Brand identity guide,March 2008,9,Shield dos and donts,Do,Dont,use the shield in Philips blue in its standardizedform on a white background,use framing or a specially created backgrounduse more than one color,use the shield as part of a textuse the shield(whole or partial)in,combination with another visual elementsuch as a trademark or symboluse the shield in another way than thestandardized formThe principles Brand identity guide,March 2008,2/3 S,2/3 S,S,0,Shield specifications2/3 S2/3 SFor the shield the clear zone is 2/3 x SIn conjunction with other trademarks the clear zone is 2 x PS is the height of the Philips shieldP is the height of the Philips wordmark elsewhere on the communication tool,Standardized formThe shield is a registered trademark and shouldnot be altered in any way.It must always beused consistently in its standardized form.Thisprovides legal protection and aids recognitionand awareness.See our trademark policy forrules on the use of our trademarks.Note that these rules replace the UD-D Standard policy.ColorReproduce the shield in white on a Philips bluebackground or in Philips blue on a whitebackground.For some communication tools it may not bepossible to apply Philips blue.The exceptions are:Product hardware:apply the shield in the colorof the product graphics,in the printing color ofthe type plate,or mold it into the material ofthe product One-color printing(black),e.g.flexographicpackaging,user manuals and some leaflets:theshield appears in black.Check the specific communications tools in OurBrand Identity for the rules.,Clear zoneAlways maintain a clear zone around the shieldand any other trademarks.A clear zone is anarea that contains no text or symbols of any kind.Note that the clear zone specifications maychange according to the application.Check thespecific communication tools in Our BrandIdentity for other clear zone specifications.Size and positionFor guidelines on the size and position of theshield check the specific communication tools inOur Brand.The principles Brand identity guide,March 2008,Brand promise principle,Our brand promise is“sense and simplicity”.,Use it consistently and do not provide a substitute,even when it is not used.,How we achieve this,Consistently,Use the brand promise on our above-the-line communications and other high awareness application areas Apply it in a fixed configuration with our wordmark,Never use an alternative,even when there is no brand promise,The principles Brand identity guide,March 2008,2,Brand promise dos and donts,Do,Dont,use the brand promise in the standardconfiguration with the wordmark,use a different typeface or way of writinguse framing or a specially created background,use another configurationuse the configuration(whole or partial)incombination with another visual elementsuch as a trademark or symbol,When“sense and simplicity”is used in textuse the brand promise in the typeface of the text,betweendouble inverted quotation marks and completely in lower case,When sense and simplicityis used in textuse the brand promise in a distinctfont or color in a text,When“Sense&Simplicity”is used in textuse initial capital letters and/or anampersand&The principles Brand identity guide,March 2008,1.3 P,1.3 P,P,1.3 P,1.3 P,3,Brand promise specificationsFor the brand promise configuration the clear zone is.3 x PIn conjunction with other trademarks the clear zone is 2.6 x P,The rational for“sense and simplicity”We provide products,services,and solutionsthat make sense by understanding ourconsumers and customers,as inspired by theDesigned Around You pillar.We know exactlywhat our stakeholders are looking for throughclose collaboration and extensive research.Simplicity is the over-arching theme of the threepillars and naturally communicates Easy ToExperience.In addition,our products,services,and solutions fulfill the Advanced brand pillar.Standard configurationYou must use the brand promise in the standardconfiguration with the wordmark as shown.ColorUse the following color specifications for thewordmark and brand promise configuration:,Clear zoneAlways maintain a clear zone around the brandpromise configuration and any other trademarks.A clear zone is an area that contains no text orsymbols of any kind.Note that the clear zone specifications maychange according to the application.Alwayscheck the specific communication tools inOur Brand Identity for other clear zonespecifications.Brand promise usageWe use the brand promise on variouscommunication tools.In the downloadableBrand Promise Usage guide,you can find whichapplication areas do or dont carry the brandpromise.Approved translations,P is the height of the Philips wordmark,Wordmark:Pantone 300 CMYK:C 00,M44,Y0,K0 RGB:R,G94,B2 5 HTML:0B5ED7,In all markets the brand promise is used inEnglish,unless a local translation is required bylaw.In the downloadable Brand Promise Usageguide,you can find which markets require a loca