营销策划 -xiaomi小米视觉VI识别系统 -Xiaomis Visual Identity Guidelines

Xiaomi’sVisualIdentityGuidelines

A

B

C

Brandlogoguidelines

Brandcolorsguidelines

Brandfontguideliness

D

E

F

Incorrectusecases

Logoapplication

Specialusecases

A

Brandlogoguidelines

1Brandlogoguidelines

Verticallogocombination

Recommendedformaterialsusedonline.(Actualapplicationsmayvary.)

TheXiaomilogoisanimportant

visualidentifierofourbrand.It

communicatesourcompany’scorevaluesandsetsthestageforall

messagingandcommunicationthatfollows.

TheXiaomilogoshouldbeusedtoidentifythecompanyinexternalcommunicationmaterialsto

maximizeourvisibilityandto

maintainthesingular,iconiclookwithwhichouraudiencesidentify.

Hence,itshouldnotbeusedasasecondaryimageinallcollateralsandmustbetreatedwithutmostrespect.

Standard

Black

Cutout

1Brandlogoguidelines

Horizontallogocombination

XIaomI

Recommendedforo闭ine

materials,whenitisdiiculttoseeourlogofromafar.(Actualapplicationsmayvary.)

TheXiaomilogoisanimportantvisualidentifierofourbrand.Itcommunicatesourcompany’scorevaluesandsetsthestageforallmessagingand

Cutout

StandardBlack

communicationthatfollows.

TheXiaomilogoshouldbeusedto

identifythecompanyinexternal

communicationmaterialstomaximizeourvisibilityandtomaintainthe

singular,iconiclookwithwhichour

audiencesidentify.Hence,itshouldnotbeusedasasecondaryimageinall

collateralsandmustbetreatedwithutmostrespect.

2

Minimumclearspace

Minimumclearspace

TheXiaomilogomusthavesuicientspacearoundit,sothatitis

recognizableinallsituationsand

standsoutasitshould.Toensure

thisispossible,aprotectedarea

shouldbeprovidedaroundthelogo.Donotallowphotos,typography,orothergraphicelementstoentertheminimumprotectedarea.

protectedarea

IfheightoflogoisX,thenprotectedareashouldbe1/2X.

1/2x]x

1/2x

1/2x

x1/5x

1/2x

1/4x

3Minimumsize

Theminimumsizeshouldbeusedonlywhenthelayoutspaceis

extremelylimited.UsetheXiaomi

brandlogoatalargersizewheneverpossible.

Specialattentionshouldbegiventothelegibilityofthelogowhenitisappliedacrossallmediumsof

communication.

Thesmall-sizedlogoshouldonlybeusedforsmallersize

promotionalmaterials,suchas

pamphlets,singlepageflyers,etc.Otherusesofthelogoshouldbebasedontheactualsizeofthe

promotionalmaterial.

w

Foruseonline

Note:

Intheeventwheretheonlinecollateralisextremelysmallandwidthoflogois

smallerthan53px,pleaseusethelogowithoutthe“Xiaomi”characters.

w

53px

115px

w

Foruseo闭ine

Note:

Intheeventwheretheo闭inecollateralisextremelysmallandwidthoflogois

smallerthan6mm,pleaseusethelogowithoutthe“Xiaomi”characters.

w

131mm

6mm

4

Co-brandingguidelines:

Withothercompanies

Ratio

Whenbothcompanies’logosareplacedside-by-side:

1:TheXiaomilogoshouldbeplacedonthelet.

2:Bothlogosshouldbealigned.

Whenbothcompanies’logosareplacedtogether:

X

X

LOGO

Centred

LOGO

X

X

Centred

4

Co-brandingguidelines:Withothercompanies

Logopositioning

LOGO

LOGO

LOGO

Application

Whenbothcompanies’logosareplacedside-by-side:

1:TheXiaomilogoshouldbeplacedonthelet.

2:Bothlogosshouldbealigned.

LOGO

LOGO

LOGO

LOGO

LOGO

LOGO

4

Co-brandingguidelines:

Withothercompanies

combination2:Ratio

ForXiaomicommunityplatformsandsubsidiaries:

1:TheXiaomilogoshouldbeplacedinthetoprightcornerofthevisual.

2:Subsidiaries’logoplacementshouldbelowerthanXiaomi’slogoplacement.

ForXiaomicommunityplatformsandsubsidiariesonly

X

X

4

Co-brandingguidelines:

WithXiaomi’ssubsidiaries

Application

ForXiaomicommunityplatformsandsubsidiaries:

1:TheXiaomilogoshouldbeplacedinthetoprightcornerofthevisual.

2:Subsidiaries’logoplacementshouldbelowerthanXiaomi’slogoplacement.

Logopositioning

B

Brandcolorsguidelines

1Standardbrandcolors

TheXiaomilogoisanimportantvisual

identifierofourbrand.InordertoprotectandgrowtheXiaomibrand,pleasefollowtheguidelinesprovidedinthisdocument.

Wehavealsoprovidedadditionalguidelinestoensurethatourcorporatecolorsare

accuratelyreflectedondiferentbackgrounds:

xlaomI

The“Xiaomi”wordshouldbereversedtowhiteforlegibility.

Sometimes,otenduetoproduction

costs,onlyonecolorofinkisavailable.Hence,theXiaomilogomustbe

The“Xiaomi”wordshouldbereversedtowhiteforlegibility.Foruseondarkbackgrounds

Orangeandgreylogocombination(preferredcombination)

Foruseonlightbackgrounds(Mostpreferredapplication)

reproducedonlyusingonecolor.Inthisscenario,thelogo,logotype,andXiaomilogomustbeusedfollowingthe

conventionofusingalightcoloronadarkbackgroundoradarkcoloronalightbackground.

Keepthelogoareacleanandwithoutobstructionstomakesurethatthe

logoisclearlyvisible.

XIaoI

The“Xiaomi”wordshouldbeinblackforlegibility.

2Standardbrandcolors

Jadewhite

TheuseofaccurateandprecisebrandcolorshelptieourcommunicationmaterialsclosertoourXiaomibrand.

1:ThesignatureXiaomiorangeisthemostdistinctivecolor,andseparatesusfromtherestofthecompetition.Itiswidelyusedinmanyofourcommunicationmaterials.

2:Theblackandwhitecombinationprovidesasharpcontrastandreflectsmodernday

sophistication.

3:Thedeepgreycolorrepresentscuttingedgetechnologyvibe.

CMYK

000100

RGB

255255255

HTML

#FFFFFF

XiaomiOrange

DeepGrey

SpaceBlack

Pantone

Pantone

Pantone

1505C

7540C

Black

CMYK

CMYK

CMYK

0751000

00085

000100

RGB

RGB

RGB

2551050

686868

000

HTML

HTML

HTML

#FF6900

#444444

#000000

Xiaomi’sVisualIdentityGuidelines

2

标准色值

TheuseofaccurateandprecisebrandcolorshelptieourcommunicationmaterialsclosertoourXiaomibrand.

XiaomiOrange

XiaomiOrange

Jade

white

Jade

white

Jade

white

XiaomiOrange

SpaceBlack

SpaceBlack

SpaceBlack

Deep

Grey

1:ThesignatureXiaomiorangeisthemostdistinctivecolor,andseparatesusfromtherestofthecompetition.Itiswidelyusedinmanyofourcommunicationmaterials.

2:Theblackandwhitecombinationprovidesasharpcontrastandreflectsmodernday

sophistication.

3:Thedeepgreycolorrepresentscuttingedgetechnologyvibe.

TheXiaomitextwrittenunderthe

Xiaomilogoonlargeoutdoorbillboardsshouldbewrittenin“spaceblack”(100%black)inordertoensurethevisibilityofthelogoinlargepublicspacesaswellasfromfarviewingdistances.

c

Brandfontguidemines

2Brandfont(English)

Brandfontpack(Engmish)

CamphorPro

TheuseofaccurateandprecisebrandfontsandbrandlogohelptieourcommunicationmaterialsclosertoourXiaomibrand.

Pleaseensurethatall

communicationmaterialsbearthecorrectbrandfontand

brandlogo.

Thin

Light

Bold

Heavy

XiaomiMixMaxNote1234567890

abcdefghijklmnopqrstuvxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

~!@#$€%^*()_+{}[]|\:”;<>,.?/¥

XiaomiMixMaxNote1234567890

abcdefghijklmnopqrstuvxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

~!@#$€%^*()_+{}[]|\:”;<>,.?/¥

Regular

XiaomiMixMaxNote1234567890

abcdefghijklmnopqrstuvxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

~!@#$€%^*()_+{}[]|\:”;<>,.?/¥

Medium

XiaomiMixMaxNote1234567890

abcdefghijklmnopqrstuvxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

~!@#$€%^*()_+{}[]|\:”;<>,.?/¥

XiaomiMixMaxNote1234567890

abcdefghijklmnopqrstuvxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

~!@#$€%^*()_+{}[]|\:”;<>,.?/¥

XiaomiMixMaxNote1234567890

abcdefghijklmnopqrstuvxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

~!@#$€%^*()_+{}[]|\:”;<>,.?/¥

2Brandfont(English)

Fontweightsemection

TitleBold

Foronlineuse:Pleaseusediferentfront

SubtitleRegular

weights(Bold/regular/light)toaddemphasisanddiferentiatecontenthierarchy.

Regular

Tagline

Content

Foro闭ineuse:Recommendedtousetheboldweight,sinceaudiencemightbefarawayfromthevisual.

Light

Useoffontweightandsizeisdependentonthepurposeandcontentofthemarketingmaterials.

Donotexceed3weightonthesamepage。

3

RulesforwritinginEnglish

Itisextremelyimportanttohaveunifiedcorporatecommunicationsforour

Xiaomibrand.Hence,weneedtoputinconscientiousefortensuringthatthereisconsistencyinbothdomesticand

internationalcommunications.

Pleaseensurethatyouadheretoall

guidelineslistedinthisdocument,andunifyallbrandfonts,colors,andwordinginallcommunicationmaterials.

Xiaomi

XiaomiInc.

Innovationforeveryone

D

Jncorrectusecases

1Incorrectlogousage

verticammogocombination

Someincorrectexamples

Donotuseanycomorsotherthanthebrandcomors

Donotpmacethecutoutmogoonavisuammycmuttered

orpatternedbackground

Resizethemogoinproperproportions

xiaomi

XIaomI

XIaomI

pmeasedonotaddanyspeciameffects

Donotuseotherfontsinthemogo

Donotredesignthemogo

1Incorrectlogousage

DonotredesignthemogopmeasedonotaddanyspeciameffectsDonotuseotherfontsinthemogo

Horizontammogocombination

Someincorrectexamples

Donotuseanycomorsotherthanthebrandcomors

Resizethemogoinproperproportions

Donotpmacethecutoutmogoonavisuammycmuttered

xiaomi

orpatternedbackground

2

Logoandbackgroundcolor

PleasedonotplacetheXiaomilogoonabackgroundcolorthatmakesitdiiculttorecognize.

xlaomI

XIaomI

xlaoml

3

Rulesofwriting

Itisextremelyimportanttohave

unifiedcorporatecommunicationsforourXiaomibrand.Hence,weneedtoputinconscientiousefortensuringthatthereisconsistencyinboth

domesticandinternationalcommunications.

Pleaseensurethatyouadheretoall

guidelineslistedinthisdocument,andunifyallbrandfonts,colors,and

wordinginallcommunicationmaterials.

XIAOMI

XiaoMI

Xiaomi

INNOVATIONFOREVERYONE

MI

Mi

mi

XIAOMI

xiaomi

XiaoMi

xiaomi

innovationforeveryone

InnovationForEveryone

E

Logoapplication

1

Logoplacement

Verticallogocombination

Recommendedforonlinemarketingmaterials.(Actualapplicationsmayvary.)

Thelogoplacementmayvarybasedonthedesignofthecommunicationmaterial.

Itisrecommendedtohavethethelogoplacementintheupperhalfofmarketingmaterialstoachievethebestimpact.

XIaomI

1Logopositioning

Horizontallogocombination

Recommendedforo闭inemarketingmaterials,whenitisdiiculttoreadthelogofromafar.(Actual

applicationsmayvary.)

Thelogoplacementmayvarybasedonthedesignofthecommunicationmaterial.

Itisrecommendedtohavethethelogoplacementintheupperhalfofmarketingmaterialstoachievethebestimpact.

XIaomI

2Forsocialmediamarketingcollaterals

Verticallogocombination

Thelogoplacementvariesbased

onthecommunicationmaterial.

：Insomepromotionalmaterial(ie.Instagramstories,Instagramposts),theXiaomilogoisnot

needed.

Xaon

facebook

ins

1000X1000

post

1200X444

coverphoto

Xaon

1920X1080IGstory

1000X1000post

1024X512

post

1500X500

coverphoto

Twitter

Youtube

2560X1440

coverphoto

3

Forvideocollaterals

Verticallogocombination

The“xiaomi”wordshoumdbe

reversedtowhiteformegibimityondarkbackgrounds.

Forendingscene

Foruseinvideos

1920X1080

XIaomI

1920X1080

4

Foro杋inecollaterals

ApplicationsoftheHorizontalandverticallogosindifferentscenarios

ThispartisusedtodistinguishwhentouseVerticallogocombinationand

Horizontallogocombinationidentifiers.

Note:Whenthevisualisplacedfurtherawayfromtheaudience,suchasoutdoorbillboardsor

mobileadvertisements,pleasemakesurethatthelogosarebigenoughtoberead.

Mistore

Authorizedstoreppp/largemarketplace

outsidetheshelf

Lightbox

Groundpaste,

etc.

Neartheshelf

piIehead

DispIayRack

HangingFIag,

etc.

Lightbox

Groundpaste,

etc.

Neartheshelf

piIehead

DispIayRack

HangingFIag,

etc.

FIyer

LeafIet

pricetag

Dummy,

etc.

outsidetheshelfshelfandpromotion

*ppp:preferredpartnerprogram

BusadsplatformAirport

outdoorbillboard

Building,

etc.

outdoor

billboards

Branding

poster

DisplayRack

Leaflet

Flyer,

etc.

5

ForuseinMistores

othermarketingcommaterams

Thelogoplacementvariesbasedonthecommunicationmaterial.

Note:Whenthevisualisplacedfurtherawayfromtheaudience,suchasoutdoorbillboardsor

mobileadvertisements,pleasemakesurethatthelogosarebigenoughtoberead.

Inordertounifythein-storevisualaesthetic,

promotionalmaterialofthesamekindwithinaspecificspaceshouldhavethesamelogosize.

Flyer

Leaflet

PricetagDummy,etc.

(Minimumsize)

shelfandpromotion

1CM

w

Pilehead

DisplayRackHangingFlag,etc.

(Minimumsize)

Neartheshelf

2.5CM

w

Lightbox

Groundpaste,etc.

1OCM

(Minimumsize)

outsidetheshelf

w

F

speciamusecases