The principles Brand identity guide, March 2008The principles Brand identity guide, March 2008Published by Philips Global Marketing Management, March 2008More informationpww. ourbrand.philips.comHelpdeskbrand.helpdesk@philips.com© 2008 Koninklijke Philips Electronics N.V.All rights reserved2The principles Brand identity guide, March 2008Contents 3 Introduction 4 The communication brand identity model Wordmark 5 Wordmark – principle 6 Wordmark – do’s and don’ts 7 Wordmark – specifications Shield 8 Shield – principle 9 Shield – do’s and don’ts 0 Shield – specifications Brand promise Brand promise – principle 2 Brand promise – do’s and don’ts 3 Brand promise – specifications Naming string 4 Naming string – principle 5 Naming string – do’s and don’ts 6 Naming string – specifications Photography 7 People photography – principle 8 Product photography – principle 9 Photography – signatures 20 Emotional benefit photography – do’s and don’ts 2 Product in use photography – do’s and don’ts 22 Product standalone and detail photography – do’s and don’ts Headlines 23 Headlines – principle 24 Headlines – do’s and don’ts Copy 25 Copy – principle26 Copy – do’s and don’ts Color3 Color – principle32 Color – examples33 Color – specifications Materials and finishes34 Materials and finishes – principle35 Materials and finishes – specifications Layout 36 Layout – principle37 Layout – do’s and don’ts Typography 38 Typography – principle39 Typography – do’s and don’ts 40 Typography – specifications Graphic elements 4 Graphic elements – principle42 Graphic elements – do’s and don’ts 43 Graphic elements – specifications Appendix46 Communication: brand and category model47 Communication: brand pillars and brand look and feel48 Communication: design process3The principles Brand identity guide, March 2008IntroductionWhy we have a brand identityThe Philips brand is recognized and trusted around the world and our most valuable asset. The brand identity is the visual and verbal expression of our brand through all communication media. It will enable us to build and maintain One Philips through consistent expression of our positioning and strategy.The principles of our brand identity are founded on “sense and simplicity”. Easy to Experience means communicating clearly and consistently, Designed Around You means communicating from the audience’s point of view and Advanced means communicating new and sometimes unexpected ideas and solutions that make the latest technologies accessible to all. Together these govern the structure, style and content of our communications.The brand identity applies globally across all of our activities, product divisions and touchpoints. It is continually researched and developed to achieve communications our audiences find appealing, distinctive and powerful. In this it uses key performance indicators such as ...
