营销策划 -飞利浦 Philips 品牌手册-The principles Brand identity guide,March

Theprinciples

Brandidentityguide,March

PHlLlps

PublishedbyPhilipsGlobalMarketingManagement,March

Moreinformation

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©KoninklijkePhilipsElectronicsN.V.

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TheprinciplesBrandidentityguide,March

TheprinciplesBrandidentityguide,March2

Contents

3Introduction

4Thecommunicationbrandidentitymodel

Wordmark

5Wordmark–principle

6Wordmark–do’sanddon’ts

7Wordmark–specifications

Shield

8Shield–principle

9Shield–do’sanddon’ts0Shield–specifications

Brandpromise

Brandpromise–principle

2Brandpromise–do’sanddon’ts3Brandpromise–specifications

Namingstring

4Namingstring–principle

5Namingstring–do’sanddon’ts6Namingstring–specifications

Photography

7Peoplephotography–principle8Productphotography–principle9Photography–signatures

20Emotionalbenefitphotography–do’sanddon’ts

2Productinusephotography–do’sanddon’ts22Productstandaloneanddetailphotography

–do’sanddon’ts

Headlines

23Headlines–principle

24Headlines–do’sanddon’ts

Copy

25Copy–principle

26Copy–do’sanddon’ts

Color

3Color–principle

32Color–examples

33Color–specifications

Materialsandfinishes

34Materialsandfinishes–principle

35Materialsandfinishes–specifications

Layout

36Layout–principle

37Layout–do’sanddon’ts

Typography

38Typography–principle

39Typography–do’sanddon’ts

40Typography–specifications

Graphicelements

4Graphicelements–principle

42Graphicelements–do’sanddon’ts

43Graphicelements–specifications

Appendix

46Communication:brandandcategorymodel

47Communication:brandpillarsandbrandlookandfeel

48Communication:designprocess

TheprinciplesBrandidentityguide,March3

Introduction

Whywehaveabrandidentity

ThePhilipsbrandisrecognizedandtrustedaroundtheworldandourmostvaluableasset.Thebrandidentityisthevisualandverbalexpressionofourbrandthroughallcommunicationmedia.ItwillenableustobuildandmaintainOnePhilipsthroughconsistent

expressionofourpositioningandstrategy.

Theprinciplesofourbrandidentityarefoundedon“senseand

simplicity”.EasytoExperiencemeanscommunicatingclearlyandconsistently,DesignedAroundYoumeanscommunicatingfrom

theaudience’spointofviewandAdvancedmeanscommunicatingnewandsometimesunexpectedideasandsolutionsthatmake

thelatesttechnologiesaccessibletoall.Togetherthesegovernthestructure,styleandcontentofourcommunications.

Thebrandidentityappliesgloballyacrossallofouractivities,

productdivisionsandtouchpoints.Itiscontinuallyresearched

anddevelopedtoachievecommunicationsouraudiencesfind

appealing,distinctiveandpowerful.Inthisituseskeyperformanceindicatorssuchasstoppingpower,fittobrandpositioning,relativepositionincompetitivefieldandpurchasepreference.

Thebrandidentityprogram

Thebrandidentityprogramisacomprehensiveapproachtobuildingandmanagingourbrandidentitygloballyacrossallactivities,productdivisionsandtouchpointsandcomprises:

•Elements,thecomponentpartsofourbrandidentitysuchasthewordmark,shieldandtypographywhichtogethermakeupourcommunications

•Principlesdefininghowtouseeachelementofourcommunications

•Ouruniquesignaturesthatprovidethedistinctcharacter

andfocusofouridentitybymeansofcertainspeciallyselectedsignatureelementssuchasphotography,headlinesandcolorthatcarryourmessageandconveyvaluetoouraudiences.

Thebrandidentityprinciples

Theelements,principlesandsignaturearesummarizedoverthepageanddescribedinmoredetailinthisdocument.Thereare

separatedocumentsforapplyingthebrandidentitytoeachofthemediaweuse.Moreinformationisavailableatpww.ourbrand.

.

Thisprinciplesdocumentisintendedforanyoneinvolvedinthe

creationanddevelopmentofmarcomtools.Usedaccuratelyandconsistentlyovertime,itwillhelpbuildourbrandintheheartsandmindsofouraudiencesandmaintainaleadershippositioninourmarkets.

Thecommunication

brandidentityprinciplesdrivealltouchpoints

touchpoint

touchpoint

principles

touchpoint

touchpoint

touchpoint

touchpoint

*

SignatureelementsTheprinciplesBrandidentityguide,March4

Thecommunicationbrandidentitymodel

Elementsarethe

componentpartsofourbrandidentitywhich

togethermakeupourcommunication.

Principlesdefinehowtouseeachelementofourcommunication.

Signaturesprovidethedistinctcharacterandfocustoouridentity.

Formoreinformation

seeThePrinciplesin

OurBrandIdentityat

RolesElementsPrinciples

Who

WordmarkOurwordmarkisourmostvaluableasset.Giveitprideofplaceandpresentitwithclarityandconsistency.

ShieldOurshieldsymbolizesourrichheritage.Presentitproudlywithclarityandconsistency.

BrandpromiseOurbrandpromiseis“senseandsimplicity”.Useitconsistentlyanddonotprovideasubstitute,evenwhenitisnotused.

WhatNamingstringUsetheverbalcomponentsclearlyandconsistentlytocommunicateessentialinformation,aidingproduct/servicenavigationthroughsimplicity.

Key

messagecarrier

*

Photography

People–Natural,intimatephotographycapturestheessenceofourbrandpromisebyportrayingpeoplebenefitingfromourtechnology.Product–Presentourproductsproudly,showingtheirdistinctiveformandfunction.

*

Headlines

Ensureourheadlinesareshort,clearandrelevantandsupportedbyourimagery,inspiringbeliefinourproposition.

CopyOurwrittencommunicationispersonal,clear,vibrantandcredible.Bringourbrandpositioningtolifethroughlanguagethatishumanandcompelling.

Value

radiation

Color*Wearecolorfulandourbrandisblueandwhite.

MaterialsfinishesApplysystematicallytocreatedistinctionforourbrandanddifferentiationofourpropositions.

Structure

LayoutOurlayoutsserveourcommunicationstructure.Usethemtograb,holdanddirectattentiontowardsourphotography,headlinesandproposition.

TypographyOurtypographyisinvitingandhighlylegibleandhasenduringstyle.

GraphicelementsOurgraphicelementsarefunctionalnotdecorative.Usethemtostructureandorganizeinformation.

TheprinciplesBrandidentityguide,March5

Wordmark–principle

Ourwordmarkisourmostvaluableasset.Giveitprideofplaceandpresentitwithclarityandconsistency.

Howweachievethis

Clarity

Ensureprideofplaceandmaximumvisibilitythroughsize,position,spaceandbackground

Consistency

Usethefewestpossiblevariationsforeachapplicationandacrossdifferentapplications

innovation

H

CINeos

TheprinciplesBrandidentityguide,March6

Wordmark–do’sanddon’ts

Do

PHlLlps

usethewordmarkinblueandinitsstandardizedformonawhitebackground

WhenthewordPhilipsisusedintextuseintexttypefacewithacapitalP

Don’t

combinethewordmarkwithconcept/familylogo’s

PH

useadifferenttypeface

useframingoraspeciallycreatedbackground

usemorethanonecolor

useabbreviations

usethewordmarkincombinationwithatextTheconfigurationwiththebrandpromiseistheonlyexceptiontothisrule

MArcHNE

from

usethewordmark(wholeorpartial)incombinationwithanothervisualelementsuchasatrademarkorsymbol

createanewnameorvisualdeviceusingthewordPhilipsoranypartofit

PHlLIPSisthebe

usethewordmarkaspartofatext

TheprinciplesBrandidentityguide,March7

Wordmark—specifications

IP

IP

P

IP

IP

ForthewordmarktheclearzoneisxP

Inconjunctionwithothertrademarkstheclearzoneis2xPPistheheightofthePhilipswordmark

Standardizedform

ThePhilipswordmarkisaregisteredtrademarkandshouldnotbealteredinanyway.Itmust

alwaysbeusedconsistentlyinitsstandardizedform.Thisprovideslegalprotectionandaidsrecognitionandawareness.Seeourtrademarkpolicyforrulesontheuseofourtrademarks.

NotethattheserulesreplacetheUD-DStandardpolicy.

Color

YoumustalwaysreproducethewordmarkinPhilipsblueonawhitebackground.Thespecificationsareasfollows:

•Pantone300

•CMYK:C00,M44,Y0,K0

•RGB:R,G94,B25

•HTML:0B5ED7

•RAL505

Forsomecommunicationtoolsitmaynotbe

possibletoapplyPhilipsblue.Theexceptionsare:

•Producthardware:applythewordmark

inthecoloroftheproductgraphics.The

wordmarkmusthaveenoughcontrastwiththebackgroundandthebackgroundmustbeanevencolor

•One-colorprinting(black),e.g.flexographicpackaging,usermanualsandsomeleaflets:

thewordmarkappearsinblack.

CheckthespecificcommunicationstoolsinOurBrandIdentityfortherules.

Clearzone

Alwaysmaintainaclearzonearoundthe

wordmarkandanyothertrademarks.Aclear

zoneisanareathatcontainsnotextorsymbolsofanykind.

Notethattheclearzonespecificationsmaychangeaccordingtotheapplication.AlwayscheckthespecificcommunicationtoolsinOurBrandIdentityforotherclearzone

specifications.

Sizeandposition

Forguidelinesonthesizeandpositionofthewordmark,youshouldrefertothespecific

communicationtoolsinOurBrandIdentityat.Theminimumsizeis 5mmor00pixelswide.

Non-Romanalphabets

Thewordmarkmaynotbecomprehensibleinnon-Romanalphabetcountries.Additionalstandardizedversionsofthewordmarkareavailableinnon-Romanscripts.Gotonon-RomanalphabetsintheDownloadssection.

NotethatthestandardPhilipswordmarkin

theRomanalphabetmustalwaysbedisplayedalongsidethenon-Romanalphabetversion.Usethisconsistentlyacrossallproductcategoriesandproductdivisions.Contactyourregional

brandmanagerforthepolicyinyourregion/languagearea.

Formoreinformation,contactusatbrand.helpdesk@.

Intext

WhenthewordPhilipsisusedintext(suchasthisparagraph),youmustusethesametypeface,styleandcolorastherestofthetext.Use

sentencecase(acapitalPfollowedbylowercaseletters).

DonotusethestandardizedPhilipswordmarkinbodytext,headlines,pay-offs,slogansora

repetitivepattern.Neveruseuppercaseonly.

TheprinciplesBrandidentityguide,March8

Shield–principle

Ourshieldsymbolizesourrichheritage.

Presentitproudlywithclarityandconsistency.

Howweachievethis

Clarity

Theshieldisamarkofquality.Reserveitforprominentapplications

Consistency

Useitconsistentlytoprotectourtrademarkandaidrecognitionandawareness

ISTHEBEST

TheprinciplesBrandidentityguide,March9

Shield–do’sanddon’ts

Do

usetheshieldinPhilipsblueinitsstandardizedformonawhitebackground

Don’t

useframingoraspeciallycreatedbackground

+

usemorethanonecolor

usetheshieldinanotherwaythanthestandardizedform

usetheshieldaspartofatext

usetheshield(wholeorpartial)in

combinationwithanothervisualelementsuchasatrademarkorsymbol

TheprinciplesBrandidentityguide,March0

Shield—specifications

2/3S

2/3S

S

2/3S

2/3S

Fortheshieldtheclearzoneis2/3xS

Inconjunctionwithothertrademarkstheclearzoneis2xP

SistheheightofthePhilipsshield

PistheheightofthePhilipswordmarkelsewhereonthecommunicationtool

Standardizedform

Theshieldisaregisteredtrademarkandshouldnotbealteredinanyway.Itmustalwaysbe

usedconsistentlyinitsstandardizedform.Thisprovideslegalprotectionandaidsrecognitionandawareness.Seeourtrademarkpolicyforrulesontheuseofourtrademarks.

NotethattheserulesreplacetheUD-DStandardpolicy.

Color

ReproducetheshieldinwhiteonaPhilipsbluebackgroundorinPhilipsblueonawhite

background.

Forsomecommunicationtoolsitmaynotbe

possibletoapplyPhilipsblue.Theexceptionsare:

•Producthardware:applytheshieldinthecoloroftheproductgraphics,intheprintingcolorofthetypeplate,ormolditintothematerialoftheproduct

•One-colorprinting(black),e.g.flexographicpackaging,usermanualsandsomeleaflets:theshieldappearsinblack.

CheckthespecificcommunicationstoolsinOurBrandIdentityfortherules.

Clearzone

Alwaysmaintainaclearzonearoundtheshieldandanyothertrademarks.Aclearzoneisan

areathatcontainsnotextorsymbolsofanykind.

Notethattheclearzonespecificationsmay

changeaccordingtotheapplication.CheckthespecificcommunicationtoolsinOurBrand

Identityforotherclearzonespecifications.

Sizeandposition

Forguidelinesonthesizeandpositionofthe

shieldcheckthespecificcommunicationtoolsinOurBrand.

TheprinciplesBrandidentityguide,March

Brandpromise–principle

Ourbrandpromiseis“senseandsimplicity”.

Useitconsistentlyanddonotprovideasubstitute,evenwhenitisnotused.

Howweachievethis

Consistently

•Usethebrandpromiseonourabove-the-linecommunicationsandotherhighawarenessapplicationareas

•Applyitinafixedconfigurationwithourwordmark

•Neveruseanalternative,evenwhenthereisnobrandpromise

HlLlpssenseandsimplicity

TheprinciplesBrandidentityguide,March2

Brandpromise–do’sanddon’ts

Do

PHLPs

senseandsimplicity

usethebrandpromiseinthestandardconfigurationwiththewordmark

When“senseandsimplicity”isusedintext

usethebrandpromiseinthetypefaceofthetext,between

doubleinvertedquotationmarksandcompletelyinlowercase

Don’t

H

senseandsimplicity

useadifferenttypefaceorwayofwriting

HlLls

senseandsimplicity

useframingoraspeciallycreatedbackground

Whensenseandsimplicityisusedintext

usethebrandpromiseinadistinctfontorcolorinatext

useanotherconfiguration

PHlLIPS

senseandsimplicity

usetheconfiguration(wholeorpartial)incombinationwithanothervisualelementsuchasatrademarkorsymbol

When“Sense&Simplicity”isusedintext

useinitialcapitallettersand/oranampersand‘&’

TheprinciplesBrandidentityguide,March3

Brandpromise—specifications

1.3P

1.3P

P

1.3P

1.3P

Forthebrandpromiseconfigurationtheclearzoneis.3xPInconjunctionwithothertrademarkstheclearzoneis2.6xPPistheheightofthePhilipswordmark

Therationalfor“senseandsimplicity”

Weprovideproducts,services,andsolutionsthatmakesensebyunderstandingour

consumersandcustomers,asinspiredbytheDesignedAroundYoupillar.Weknowexactlywhatourstakeholdersarelookingforthroughclosecollaborationandextensiveresearch.

Simplicityistheover-archingthemeofthethreepillarsandnaturallycommunicatesEasyTo

Experience.Inaddition,ourproducts,services,andsolutionsfulfilltheAdvancedbrandpillar.

Standardconfiguration

Youmustusethebrandpromiseinthestandardconfigurationwiththewordmarkasshown.

Color

Usethefollowingcolorspecificationsforthewordmarkandbrandpromiseconfiguration:

Wordmark:

•Pantone300

•CMYK:C00,M44,Y0,K0

•RGB:R,G94,B25

•HTML:0B5ED7

•RAL505

Theword“sense”andtheword“simplicity”:

•70%black

•RGB:R09,G0,B2

Theword“and”:

•60%ofPantone300

•CMYK:C60,M26,Y0,K0

•RGB:R09,G58,B23

Clearzone

Alwaysmaintainaclearzonearoundthebrandpromiseconfigurationandanyothertrademarks.Aclearzoneisanareathatcontainsnotextorsymbolsofanykind.

Notethattheclearzonespecificationsmaychangeaccordingtotheapplication.AlwayscheckthespecificcommunicationtoolsinOurBrandIdentityforotherclearzone

specifications.

Brandpromiseusage

Weusethebrandpromiseonvarious

communicationtools.Inthedownloadable

BrandPromiseUsageguide,youcanfindwhichapplicationareasdoordon'tcarrythebrandpromise.

Approvedtranslations

Inallmarketsthebrandpromiseisusedin

English,unlessalocaltranslationisrequiredbylaw.InthedownloadableBrandPromiseUsageguide,youcanfindwhichmarketsrequirealocaltranslation.AnyexceptiontothisruleisatthesolediscretionofGMM.

Translationofthebrandpromiseinthese

marketsistheresponsibilityofDDB.LocalDDBofficeswillliaisewiththeirlocalPhilipsorganizationforinputandalignment.

GMMmustapprovealocaltranslationbeforeuse.Toensureconsistency,GMMwillreviewaproposedtranslationandprovidewrittenapproval.

TheprinciplesBrandidentityguide,March4

Namingstring–principle

Usetheverbalcomponentsclearlyandconsistently

tocommunicateessentialinformation,aidingproduct/servicenavigationthroughsimplicity.

Howweachievethis

Consistently

•Usethenamingstringcomponentsconsistently

•Ensureprominenceasrequiredsokeymessageshavemaximumimpact

Navigation

•Displayclearlywithoutaddingcomplexity

CINeS

CINeos

cineos

TheprinciplesBrandidentityguide,March5

Namingstring–do’sanddon’ts

Do

CINeos

uselogosbasedontheGillSanstypefacefamily

PhilipsCineosflatTVwithAmbilightuseononeline

PhilipsCineosflatTV

withAmbilight

uselinebreakslikehereifitdoesn’tfitononeline

Don’t

uselogosincombinationwiththewordmark

uselogosbasedonanothertypefacethantheGillSansfamily

Philipsc,Ne。sflatTVwithAmbilightuselogoswithinthenamingstring

useadditionalgraphicshapes

><

usemultiplecolors

containlogosinashape

TheprinciplesBrandidentityguide,March6

Namingstring—specifications

Applicationofthenamingstring

Thestandardwaystoapplythenamingstringaredescribedbelow.Forinformationonhowtoapplyittoaspecificarea,seetherulespercommunicationtoolinOurBrandIdentityat.

Forrulesonthecontentsandcompositionofthenamingstring,seeNamingStringinBrandArchitectureat.

Namingstringatstartoftext

Use(partof)thenamingstringatthestartofatexttogiveitattention.Ifyouuseapart,itmustatleastcontainthemasterbrand,theconcept/familynameifthereisone,andthedescriptor.

Setthenamingstringinboldifthefollowing

textisregular,andregularifthetextislight.In

addition,youmaydisplaytheconcept/familylogo.

Namingstringinrunningtext

*

Ifyouuse(partof)thenamingstringinarunningtext,usethespecificationsoftherunningtext.

Subbrand

Youmaynotdisplaytheconcept/familylogoifyouonlyusethenamingstringinarunningtext.

*

Concept

Masterbrand

Descriptor

Version

Feature

Alphanumeric

Productfamily

NoBrandname

*dependsonproductifapplicable

Concept/familylogo

Asourmasterbrandmustalwayshavethemainfocus,aconcept/familynamemaynothavea

distinctivelogo.Thefollowingstrictrulesfortheconcept/familylogomustbeapplied:

•BaseitontheGillSanstypefacefamily

•Onlyusethelettersofthename,donotaddelements

•Usethelettersononeline,donotuseabaselineshift

•Donotcontainitinashape

•Onlyuseblackonwhite,donotusecolorsortints

•Keepitsimpleandclear,soitcanbe

reproducedinasmallsizeinandanytechnique

CINeosstreamiumGOGearMODEA

Alwayskeeprecognitionbetweenthe

concept/familyname(howweuseitintext)andthelogo.Ifanamehasadistinctivewayofwriting(e.g.GoGear),applythisinthelogo.

TheprinciplesBrandidentityguide,March7

Peoplephotography–principle

Natural,intimatephotographycapturestheessenceofourbrandpromisebyportrayingpeoplebenefitingfromourtechnology.

Howweachievethis

People

•Showpeopleandtheirstoriestodemonstratethatwedesignaroundthem

•Captureintimateobservationsofreallifepeople,eye-catchingcompositionsthatarecloseuponemotion

•Showreallifesituationsthatarenatural,unrehearsedandaboveallhuman

•Ensureimagesareclean,simpleandfloodedwithillumination

Technology

•Provideanewperspectivetodemonstratethatweareimaginative,progressiveandadvanced

•Captureaspontaneous,decisivemomentofcustomersatisfactiontoshowoursolutionsareeasytoexperience

•Ensureourstoriesdepictthebenefitofourproposition:technologytouchingpeople’slives

Brandpromise

•Sense:ensureourphotographyisrelevantandmeaningful

•Simplicity:ensureourphotographyisboldandclear

Photographyisasignatureelement

TheprinciplesBrandidentityguide,March8

Productphotography–principle

Presentourproductsproudly,

showingtheirdistinctiveformandfunction.

Howweachievethis

Form

•Displayourproductsproudlyineye-catchingstilllifecompositionsthatexpressbothformandfunction

•Emphasizedesign,shape,colorandfinishthroughdistinctiveuseofdepthandangles

•Usebrightwhitelightingtoilluminatetheproductsandawhitereflectivebackgroundtoprovidereflectionandshadows

Function

•Captureandexpresstheessentialpropertiesoftheproposition

Photographyisasignatureelement

TheprinciplesBrandidentityguide,March9

Productdetail

photographylevel4

Drawingattentiontospecificdesignortechnologicalfeaturesoftheproduct.

Productstandalone

photographylevel3

Proudlydisplayingourproductthrough:

•Form,emphasizingitsdesign,shape,colorandfinish

•Function,expressingattributesoftheproducttypeandproposition.

Products

Composition

Proud:expressiveofformandfunction

Eyecatching:freestanding,depthandangles

Lighting

‘Brightwhite’:floodedwithillumination

Whitebackground:reflectionsandshadows

Timing

Stilllife

Photographysignature

Productstandaloneanddetail

Photography–signatures

People

Emotionalbenefit

photographylevel1

Depictingtheemotionalbenefitandrewardourproductsortechnologiesbringtoourcustomers.•Pleasureandenjoymentforconsumers

•Satisfactionandconfidenceforbusinesses.

Productinuse

photographylevel2

Capturingourproductshelpingourcustomersachievetheirgoals.Thissupportsthereasonstobelievetheemotionalbenefits.

Composition

Intimate:closeuponemotion

Eyecatching:simple,‘clean’andhuman

Lightingandcolor

‘Brightwhite’:floodedwithilluminationWearecolorful

Timing

Spontaneous:realpeople,realneeds,realstories,naturalandunrehearsed

Photographysignature

Emotionalbenefit

Photographysignature

Productinuse

Composition

Clear:expressiveoffunction

Eyecatching:simple,‘clean’andhuman

Lightingandcolor

‘Brightwhite’:floodedwithilluminationWearecolorful

Timing

Spontaneous:(realpeople)realevents,naturalandunrehearsed

Signaturesprovidethedistinct

characterandfocustoouridentity.

TheprinciplesBrandidentityguide,March20

Emotionalbenefitphotography–do’sanddon’ts

Photographysignature

Emotionalbenefit

Composition

Intimate:closeuponemotion

Eyecatching:simple,‘clean’andhuman

Lightingandcolor

‘Brightwhite’:floodedwithilluminationWearecolorful

Timing

Spontaneous:realpeople,realneeds,realstories,naturalandunrehearsed

Signaturesprovidethedistinctcharacterandfocustoouridentity.

Improvementprocess

Startusingourphotographysignaturestodaybymakingabestpracticeselectionofourcurrentphotographsinuse.

Thephotographysignaturesaredesignedtoallowcontinuousimprovementofourphotographystyleovertime.

Colorphotography

Usecolorphotographytoensurerealandnaturalpictures.Donotuseblackandwhitephotographs,exceptinone-color(black)

printing.Neveruseduotonephotographs.

Do

Intimate:closeuponemotion

Eyecatching:simple,‘clean’andhuman

‘Brightwhite’:floodedwithillumination,wearecolorful

Spontaneous:realpeople,realneeds,realstories,naturalandunrehearsed

Don’t

Uninvolved,distant

Darkandcolorless

Posedandrehearsed

TheprinciplesBrandidentityguide,March2

Productinusephotography–do’sanddon’ts

Photographysignature

Productinuse

Composition

Clear:expressiveoffunction

Eyecatching:simple,‘clean’andhuman

Lightingandcolor

‘Brightwhite’:floodedwithilluminationWearecolorful

Timing

Spontaneous:(realpeople)realevents,naturalandunrehearsed

Signaturesprovidethedistinctcharacterandfocustoouridentity.

Improvementprocess

Startusingourphotographysignaturestodaybymakingabestpracticeselectionofourcurrentphotographsinuse.

Thephotographysignaturesaredesignedtoallowcontinuousimprovementofourphotographystyleovertime.

Colorphotography

Usecolorphotographytoensurerealandnaturalpictures.Donotuseblackandwhitephotographs,exceptinone-color(black)

printing.Neveruseduotonephotographs.

Do

Clear:expressiveoffunction

‘Brightwhite’:floodedwithillumination,wearecolorful

Spontaneous:(realpeople)realevents,naturalandunrehearsed

Don’t

Obscurefunction

Darkandcolorless

Posed

TheprinciplesBrandidentityguide,March22

Productstandaloneanddetailphotography–do’sanddon’ts

Photographysignature

Productstandaloneanddetail

Composition

Proud:expressiveofformandfunction

Eyecatching:freestanding,depthandangles

Lighting

‘Brightwhite’:floodedwithillumination

Whitebackground:reflectionsandshadows

Timing

Stilllife

Signaturesprovidethedistinctcharacterandfocustoouridentity.

Improvementprocess

Startusingourphotographysignaturestodaybymakingabestpracticeselectionofourcurrentphotographsinuse.

Thephotographysignaturesaredesignedtoallowcontinuousimprovementofourphotographystyleovertime.

Colorphotography

Usecolorphotographytoensurerealandnaturalpictures.Donotuseblackandwhitephotographs,exceptinone-color(black)

printing.Neveruseduotonephotographs.

Do

Proud:expressiveofformandfunction

Eyecatching:freestanding,depthandangles

Brightwhite’:floodedwithillumination

Whitebackground:reflectionsandshadows

Brightwhite’:floodedwithillumination

Whitebackground:reflectionsandshadows

Don’t

Flatlydisplayed

Norefle