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8/11/2019 Electrolux_ECVS Brand Identity Principles 2009_LR.pdf
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electroluxbrand identity principles2009 core graphic elements
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In working with Electrolux,a widely known internationalbrand, adhering to itsdirection and expression isrequired.
Using this document
These principles are designed to make lifeeasier for anyone working with Electrolux, both inconsumer and professional sectors.
This document will provide guidance inrepresenting the Electrolux brand. Youll findinformation such as the correct placement of thelogo, use of the identifier shape, applying the gridsystem and formatting text, as well as helpfulexamples of dos and donts.
Following these guidelines is critical to yourfuture success. It will enable all of us to present asharper, more consistent and differentiated imageto consumers. Please review these guidelines andremember, consistency is the key.
Content
Introduction 2
Brand Usage 4
Identifier Shapes 9
Grid System 10
Typography 12
Color Palette 13
Photography 14
electroluxIntroduction
In working with one of the most widely known international brands, adhering to the overall direction andexpression of Electrolux is required. We at Electrolux Central Vacuum Systems recognize your need formarketing materials and have developed several documents that follow guidelines established by Electroluxcorporate, reducing your cost and time spent in creating them. These marketing materials require onlytranslation of the text and are packaged ready for the printer. If you desire to produce additional materials, strictadherence to these guidelines will help you create aesthetically pleasing documents and align with the directionof the Electrolux brand.
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The brand Identity principles and guidelinesprovide you with a clear system to work within,and contain all the basic information you needfor the creation of marketing materials. They arethe tools to build a consistent impression of theElectrolux brand. By following these guidelineswe will all contribute to the building of a stronger,more interesting and well-known brand. It isessential to maintain a high level of integrity andadherence to these guidelines in the use of theElectrolux brand.
Our identity has to be clear and consistentthrough every consumer experience ofElectrolux. We must offer smart and new
solutions to everyday problems, as well as adesign and personality that is distinctive. Forus to succeed, our products, the productdesigns and marketing communications mustbe expressions of that same idea. The graphicidentity is the most important element in thisprocess. As a standard, the components forElectrolux marketing materials will be providedby Electrolux Central Vacuum Systems (ECVS),
Webster City, Iowa. You will have the filesprovided to you for translation and specificpublication. In the event that a tactical marketingitem is required for your market, please submit arequest for Electrolux Central Vacuum Systemsparticipation in such activity.
If you have any questions on materials or designwe are available to address your concerns.
The use of these guidelines and Electrolux
design style, logotype, identifier shapes and
brand language are to be used for materials
containing Electrolux branded products
only. Marketing materials for other
products may use the Electrolux styling ifand only if they are placed with Electrolux
branded products and the material itself is
dominantly Electrolux.
If at any time we view improper use of the
Electrolux brand we will address these
issues with you immediately and expect full
cooperation on resolving any issue.
Brand Identity - Guidelines, Principles and Graphic Elements
electroluxIntroduction
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The Electrolux brand is - the voice that makesa promise to consumers and professional users.On products this is represented by Electroluxlogotype on its own, but in communicationsmaterial (advertising, brochures, web sites,packaging, etc), the logotype should always becombined with the global selling line Thinking ofyou. The logotype, symbol and selling line areused in color PMS 294 (C:100 M:56 Y:0 K:18)
or 100% black. If placed on a dark backgroundthey are reversed and used in white.
Around the logotype there is an exclusionzone, one square E-symbol wide. The logotypeexclusion zone is created using one and one halfsquare E-symbol, as shown below. In this zonethere should be no graphic elements other thanthe background.
Brand usage
Black
Reversed/white
PMS 294 C:100 M:56 Y:0 K:18
Creating the exclusion zone
To protect the visual integrity of the logotype,it should always be surrounded by an exclusionzone. By this, we mean that no text or othergraphic elements may be placed inside thispredetermined area. Generally speaking, alarger exclusion zone will create a stronger visualimpression.
The minimum zone is one square E-symbolwide (example below). The area defined by theframe represents the minimum distance fromthe border of a paper or from other graphicelements or texts. Wherever possible, thereshould be even more space around the logotypethan that indicated by the exclusion zone. The
exclusion zone should be rigorously adhered toin all applications.
electrolux brand usage
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5electrolux brand usage
In remaining consistent with the guidelinesprovided by this document for the use of theElectrolux brand, the logotypes shown belowARE NOTavailable for use.
The Electrolux Central Vacuum Systems logois used only for communications coming fromECVS. If ECVS is referred to, the name is tobe typed out as Electrolux Central VacuumSystems in the Helvetica Neue Lt Std font,remaining consistent with paragraph and fontformatting used throughout your document.
The Electrolux corporate logo (the Electroluxlogo without the thinking of you selling line)is used on product decals and corporatecommunications only and is not available foruse.
Any use of these logos is strictly prohibited
and in the event the ECVS international
marketing department views use of
these, we will address the issue with you
immediately and expect full cooperation in
removing it.
Brand usage
Central Vacuum Systems
Central Vacuum Systems
*
* *
*
* These logos are not available for use. Use by any distributor/dealer is
strictly prohibited.
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The Electrolux logotype with the Thinking ofYou selling line or the Electrolux logo should notbe used to represent any particular company ororganization that engages in selling Electroluxbranded product. In all communication andmarketing material, the logotype should alwaysbe clearly visible and of proper size. The
position of the logotype varies depending on themedia. It is important that the materials give aconsistent impression and that the consumer isable to clearly and instantly identify the brand.On brochures and similar printed material, theElectrolux together with the selling line, areprinted in black or white on the front cover.
Correct use of logotype
Logotype Location
As a general rule, the logotype is positionedin the upper left-hand corner of all brochuresand printed material. As regards to point-ofsales material and direct marketing material,the logotype is to be positioned in the upper
left-hand or right-hand corner. Remember theexclusion zone of the width of one E-symbolwhen placing the logotype.
electroluxlogotype
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Logotype Dos and Donts
The DosDo use the E-symbol together with thelogotype - the E-symbol should neverappear alone.Do use artwork that is provided by ECVS,or contact the ECVS International MarketingDepartment for official artwork and/orapproval on design before publication.Do follow the guidelines previously listed foruse of the selling line.
The DontsDont use any other colors than theElectrolux Blue Pantone 294 (PMS 294C:100 M: 56 Y: 0 K:18) or black. If reversed,they are used in white.Dont compress, stretch or modify the logotype.Dont create new organizational logotypesthat have Electrolux included.Dont combine the Electrolux name withanother name, even your companys name.You are provided access to the brandfor selling purposes and it should not beinterpreted or inferred as your companyname in any manner.
Dont create logos for the Electrolux brand,individual products or product lines. Anytime a product is referred to, it should be inHelvetica Neue LT Std font.
electroluxlogotype
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The Thoughtful Design Innovator.
Do you remember the last time you opened agift that made you say, Oh! How did you know?Thats exactly what I wanted! Thats the kind
of feeling that we at Electrolux seek to evokein everyone who chooses or uses one of ourproducts. We devote time, knowledge, and agreat deal of thought to anticipating and creatingthe kind of appliances that our customers reallyneed and want.
This kind of thoughtful care means innovatingwith insight. Not design for designs sake, butdesign for the users sake. For us, thoughtfuldesign means making appliances easier to useand tasks more enjoyable to perform, freeingour customers to experience the ultimate 21stcentury luxury: ease of mind. Our aim is to makethis ease of mind more available to more peoplein more parts of their everyday lives, all over theworld.
The Thinking of you promise from Electroluxgoes beyond meeting the needs of todaysconsumers. It also means were committedto making appliances safe for the environmentnow and for future generations.
Electrolux. Thinking of you.
Share more of our thinking atwww.electrolux.com
electroluxsupporting statement
The selling line and product line names areto be used in English. Translations of the fullsupporting statement must also adhere to thefollowing guidelines.
Any translations that are required locally must:Be legally correct, as verified by local legala.counsel.Not in any way alter the meaning of the text.b.Not change product or product line namesc.or the selling line. These are not to betranslated and are to remain in English.Be approved by the ECVS Internationald.Marketing Department
In the event of any questions or doubt ofspecifics, contact ECVS International MarketingDepartment.
TranslationsElectrolux brand supporting statement
The Electrolux brand supporting statementshould be included on the back cover of allbrochures (as space permits) and catalogues.Note: the thoughtful design innovator
text was updated in 2008 to the text listed
below. Please reflect this on all new
material and reprints.
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The identifier shape is one of the core elementsof the Electrolux visual expression. It signalsthat Electrolux is not about square thinking.It is designed to be used in most marketingmaterials. Its design combines form andfunction. This shape is also used to emphasizecertain products or themes, for example inproduct brochures.
To create a dynamic and distinctive form thatis widely recognized and yet versatile, twoelements derived from ellipses are used andcombined with a white border. The identifiershape is the form achieved by the oval elements.The examples below show the shapes to use.
While the exact size of the ellipses will varyslightly depending on the different formats,they should proportionally be no larger than thedotted line, or smaller than the space defined
by the identifier shape. The white borders areimportant to achieve the shape and must notbe overlooked. You should never use any othershapes than the ones provided by ECVS orattempt to make one of your own.
The front cover of brochures and similar printedmaterial should have the ellipse identifier shapein a corner. The identifier space is to be usedonly for the product image (when in the bottomright-hand corner only) or Electrolux logo andselling line. Individual distributor logos or otherimages are not to be placed in the identifiershape, but can be placed on the back cover inthe designated distributor contact information
space. The back cover design corresponds byhaving the arch identifier shape. On spreads,use the identifier shape with images and lightbackground colors.
The identifier shape
Used only for back coversUsed only for front covers
electroluxidentifier shape
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Layout examples
Any material that is published in or
on public forums such as magazines,
websites, newspapers and the likemustbe authorized by the ECVS international
marketing department before publication.
These materials should be submitted no
less than one week prior to submission for
print. This is mandatory for any marketing
material that uses the Electrolux logotype.
Please see page 15 for contact information.
Products not manufactured by Electrolux
Products not produced by Electrolux CentralVacuum Systems may be listed in Electroluxmaterials such as pricing lists and catalogues.Marketing material for these products may onlyuse Electrolux design style, logotype, identifiershapes and brand language if and only if theproducts are appearing in Electrolux marketing
materials.
For example, a layout that contains the productVROOM can use Electrolux styling if it is in aprice list with Electrolux branded products andhas a cover similar to the one pictured on theright. The layout for that page containing theVROOM should look like the example below.
electroluxaccessories
Air Driven Tools
Part number Descr iption Quant ity Price
###### niam quismod dit lum vendre velduip erostie eni
1 $$.$$
Part number Descr iption Quant ity Price
###### niam quismod dit lum vendre velduip erostie eni
1 $$.$$
Part number Descr iption Quant ity Price
###### niam quismod dit lum vendre velduip erostie eni
1 $$.$$
Part number Descr iption Quant ity Price
###### niam quismod dit lum vendre velduip erostie eni
1 $$.$$
Hose
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The brand identity principles do not specify theexact measurements for designing a page, website or packaging in every conceivable format.Instead we use a system called a grid. Usingthe grid together with the examples as shownin these guidelines, you will get the correctproportions for the graphic design. It is a systemthat will give everything we do the same designquality, while at the same time it gives you acertain freedom to do what works best.
A critical element to the grid system, a minimumof a 4mm white border is used for standard
page sized materials. For considerably largersizes, such as posters, the border can bedoubled to 8mm or tripled to 12mm to keep theproportions.
Additionally, any image with a background isalways placed within a 4mm white border- thisis an important part of the Electrolux graphicexpression. Images are also framed by the 4mmwhite border when they appear on a coloredbackground.
The Electrolux grid system
electroluxgrid system
210x297 mm
4mm whiteborder required
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The grid system in use
electroluxgrid system
We use the grid system to simplify theproduction of printed material. This is aneasy and rational approach that helps ensureconsistency, quality and cost effectiveness. Thismethod organizes the graphic elements withincertain areas.
A 4 mm border isstandard. For considerablylarger sizes, such asposters, the border can
be doubled to 8 mm ortripled to 12 mm to keepthe proportions.
Images are always placedwithin a 4mm white border this is an important partof the Electrolux graphicexpression.
In brochures and similarprinted material, thegraphic elements aredesigned and positionedin the grid system. The4 mm border is always
used around images andbetween blocks of bodycopy.
Images should alwaysremain within this whiteborder and cannot extendpast it.
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ABCDEFGHIJKLMNOPQRSTabcdefghijklmnopqrstuvwxyz1234567890!?&+?()@
ABCDEFGHIJKLMNOPQRST
abcdefghijklmnopqrstuvwxyz
1234567890!?&+?()@
Building a consistentimpression
Helvetica Neue 75 bold
Helvetica Neue 45 light
The call for freedom is new. Thenew typography strives to be free.In the days when book designwas text oriented, the issue of
11 font / 13 leading
The call for freedom is new. The new typog-
raphy strives to be free. In the days when
book design was text oriented, the issue of
freedom did not arise. In the 18th century,
books had a standard type area, one
8.5 / 11
The call for freedom is new. The new
typography strives to be free. In thedays when book design was text
oriented, the issue of freedom did not
arise. In the 18th century, books had a
standard
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48 font / 46 leading
Typography
To allow graphic elements such as photos,colors and shapes to be different and impactful,we have deliberately chosen a very pure,almost austere typeface. Helvetica Neue LTStd complements the graphic design withoutdisturbing it, giving it a clean and unclutteredfeel, and making the headlines and body copyeasy to read. Since Helvetica exists in differentversions, contact the ECVS InternationalMarketing Department for the correct font files.
Note: Since Helvetica isnt a standard typefacein computers, Arial will be used in Word andPowerPoint templates instead.
Paragraph and font formats for headlines,sub-headings and body copy should remainconsistent throughout the entire document onceestablished.
Headlines
Tight line feeding should be used and set at18pts or higher when used for headlines. Theleading should also be set so that there is acomfortable space between lines for legibility.
Body Copy
Use Helvetica Neue LT Std Roman for body text.Bold can be used for highlighting or subtitles.When designing material that may be displayedon multiple computers that do not have theHelvetica Neue LT Std font please use Arial.
Leading
Leading should be done in a manner that allows
the text to be read with ease but does not takeaway from the clean design.
electroluxtypography
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CMYK (Cyan, Magenta, Yellow, and Black)process colors - also called 4-color printingprocess. This method uses four basic colorsprinted in screens to achieve more or less anycolor. This is the usual process for most printedmaterial.
PMS (Pantone Matching System) is used forspot colors - colors not blended, but printedwith their own ink. Spot color printing is effectivewhen you want to achieve areas with perfect,
smooth coloring. Due to cost, only a limitednumber of colors can be used in the sameprinted product.
The palette colors are used to create a lively,human feel in the communication. Choosecolors that complement the product andmessage, that go with images and work in theintended environment, whether at Point-in-Sale,direct mail or a corporate presentation.
The Electrolux color palette 2009
PMS 307C=100 M=38 Y=0 K=15
PMS 3145C=100 M=0 Y=27 K=30
PMS 3035C=75 M=20 Y=5 K=55
PMS 408C=0 M=8 Y=11 K=34
PMS 4525C=0 M=6 Y=38 K=18
PMSC=100 M=38 Y=0 K=15
100% 75% 50%
100% 75% 50%
100% 75% 50% 100% 75% 50%
100% 75% 50%
100% 75% 50%
electroluxcolor palette
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All communication must show that Electroluxunderstands the consumer and his or hereveryday life. We do not use images depictingan artificial, plastic, non-existent world.
Electrolux life is characterized by honesty andsincerity. It goes beyond the superficial andglossy. They are images you can relate to. Theyshow a likeable and positive realism, I could seemyself in that picture.
Electrolux photography has several dimensions:design images, product images, lifestyle images,and product use images. All images play animportant role in the communication. The
purpose is to make the product interesting and
exciting - to elevate them to desirable designicons. The consumer has to feel this from thefirst glance.
All images, other than supplied by the ECVSInternational Marketing Department, need to beapproved before use in any marketing material.This includes any photography, graphics or clipart.
Design files and artwork are created in AdobeCreative Suite programs. These files aremade available in the Electrolux Secure area.Please contact the ECVS international marketingdepartment for access, if needed.
Electrolux Photography
electroluxphotography
In the event that you have any questions, any items to be discussed or reviewed by ECVS, please contact us.
Electrolux Central Vacuum Systems1700 W. 2nd StreetWebster City, IA 50595+1-515-832-4620
Courtney Stanley-CowmanInternational Product and Graphics Coordinatorcourtney.stanley-cowman@electrolux.com
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Electrolux Central Vacuum Systems1700 West Second StreetWebster City, IA 50595United States of America
www.electroluxcentralvac.com
The Thoughtful Design Innovator.
Do you remember the last time you opened a gift that madeyou say, Oh! How did you know? Thats exactly what Iwanted! Thats the kind of feeling that we at Electroluxseek to evoke in everyone who chooses or uses one of ourproducts. We devote time, knowledge, and a great deal ofthought to anticipating and creating the kind of appliancesthat our customers really need and want.
This kind of thoughtful care means innovating with insight.Not design for designs sake, but design for the users sake.
For us, thoughtful design means making appliances easierto use and tasks more enjoyable to perform, freeing ourcustomers to experience the ultimate 21st century luxury:ease of mind. Our aim is to make this ease of mind moreavailable to more people in more parts of their everyday lives,all over the world.
The Thinking of you promise from Electrolux goes beyondmeeting the needs of todays consumers. It also means werecommitted to making appliances safe for the environmentnow and for future generations.
Electrolux. Thinking of you.
Share more of our thinking at www.electrolux.com
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