飞利浦 Philips 品牌手册

Published by Philips Global Marketing Management, MarchMore informationpww. ourbrand.philips.comHelpdeskbrand.helpdesk@philips.com©Koninklijke Philips Electronics N.V.All rights reserved Contents3Introduction4The communication brand identity modelWordmark5Wordmark – principle6Wordmark – do’s and don’ts7Wordmark – specificationsShield8Shield – principle9Shield – do’s and don’ts0 Shield – specificationsBrand promiseBrand promise – principle2 Brand promise – do’s and don’ts3 Brand promise – specificationsNaming string4 Naming string – principle5 Naming string – do’s and don’ts6 Naming string – specificationsPhotography7 People photography – principle8 Product photography – principle9 Photography – signatures20Emotional benefit photography – do’s anddon’ts2Product in use photography – do’s and don’ts22Product standalone and detail photography– do’s and don’ts Appendix46Communication: brand and category model47Communication: brand pillars and brandlook and feel48Communication: design process Headlines23Headlines – principle24Headlines – do’s and don’tsCopy25Copy – principle26Copy – do’s and don’tsColor3Color – principle32Color – examples33Color – specificationsMaterials and finishes34Materials and finishes – principle35Materials and finishes – specificationsLayout36Layout – principle37Layout – do’s and don’tsTypography38Typography – principle39Typography – do’s and don’ts40Typography – specificationsGraphic elements4Graphic elements – principle42Graphic elements – do’s and don’ts43Graphic elements – specifications IntroductionWhy 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 audience’s 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 researchedand 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 ourcommunications •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 pww.ourbrand.philips.com.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 communication brand identity modelKeymessagecarrierValueradiationStructureWhoWordmarkColorMaterials finishesLayoutTypographyGraphicelementsShieldBrand promiseWhatNaming stringOur 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.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 a