品牌标识指南

Brand identity guide, March Published by Philips Global Marketing Management, March More informationpww. ourbrand.philips.com Helpdeskbrand.helpdesk@philips.com ©Koninklijke Philips Electronics N.V.All rights reserved Contents 3Introduction4The communication brand identity model Appendix Headlines 46Communication: brand and category model47Communication: brand pillars and brandlook and feel48Communication: design process 23Headlines – principle24Headlines – do’s and don’ts Wordmark 5Wordmark – principle6Wordmark – do’s and don’ts7Wordmark – specifications Copy 25Copy – principle26Copy – do’s and don’ts Color Shield 3Color – principle32Color – examples33Color – specifications 8Shield – principle9Shield – do’s and don’ts0 Shield – specifications Materials and finishes Brand promise Brand promise – principle2 Brand promise – do’s and don’ts3 Brand promise – specifications 34Materials and finishes – principle35Materials and finishes – specifications Layout Naming string 36Layout – principle37Layout – do’s and don’ts 4 Naming string – principle5 Naming string – do’s and don’ts6 Naming string – specifications Typography 38Typography – principle39Typography – do’s and don’ts40Typography – specifications Photography 7 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 Graphic elements 4Graphic elements – principle42Graphic elements – do’s and don’ts43Graphic elements – specifications Introduction •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. Why we have a brand identity The 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 brand identity principles The 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. 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. 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 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 program The 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 The communication brand identity model Elementsare thecomponent parts of ourbrand identity whichtogether make up ourcommunication. Principlesdefine how touse each element of ourcommunication. Signaturesprovide thedistinct character andfocus to our identity. For more informationsee The Principles inOurBrand Identity atpww.ourbrand.philips.com Our wordmark is our most valuable asset.Give it pride of place and present it withclarityandconsistency. 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 Wordmark – do’s and don’ts use the wordmark in combination witha text The configuration with the brandpromise is the only exception to this rule combine the wordmark withconcept/family logo’s use the wordmark in blue and in its standardizedform on a white background When the word Philips is used in text use in text type