Philips brand guidelines | April 2015ContentsBrand voice51Wordmark07Color102Composition and layout92Celebrity endorsements91Maker’s marks30History165Revision overview 170Shield35Graphic elements127Photography63Philips Shape14Typography111Brand line41Philips star49Our core brand assets How to apply themThe basics Introduction to our brandOur toolsExpressing our propositionsMiscellaneousNavigation155Materials and finishes145Brand experience05Storytelling06Our vision and strategy04Introduction03Page 2Philips brand guidelines | ContentsA technology company that cares about peopleFrom as far back as the time of our first radios or even our first light bulbs, we’ve always had one thing at the heart of our company – our mission to improve people’s lives through meaningful innovation. We don’t just invent; we entertain, we enlighten, we solve, we heal. We are a technology company who cares about people. And it’s time to let that shine.Page 3Philips brand guidelines | IntroductionContents |Our vision and strategyFor over 120 years our meaningful innovations have improved the quality of life for millions, creating a strong and trusted Philips brand with market access all over the world. In light of key global trends and challenges – e.g. the demand for affordable healthcare, the energy efficiency imperative, and people’s desire for personal well-being – we are confident in our chosen strategic direction.MissionImproving people’s lives through meaningful innovation. VisionAt Philips, we strive to make the world healthier and more sustainable through innovation. Our goal is to improve the lives of 3 billion people a year by 2025. We will be the best place to work for people who share our passion. Together we will deliver superior value for our customers and shareholders.PromisePhilips delivers innovation that matters to youOur vision +Our missionPhilips delivers innovation thatmatters to youPage 4Contents |Philips brand guidelines | Our vision and strategyValues that underpin one brand experienceWe are Caring, Innovative and Impactful: we care for you, so you feel understood. We will have an impact on your life, so you feel empowered. And our ongoing innovation will continue to amaze you.These three values identify us and should be evident in every brand experience across all businesses. We carefully shape each conversation, product, and interaction. These brand guidelines help us in presenting a united front. By creating a consistent brand experience, we can make a bigger impact on the world.CaringInnovativeImpactfulPhilips delivers innovation thatmatters to youOur brand promise A commitment to our customers, consumers and all our stakeholdersOur valuesHow we want to be experienced by our customers, consumers and all our stakeholdersWe are always...• Forward-thinking• Visionary• Inquisitive• InventiveWe are always...• Empathetic• Personal• AuthenticWe are always...• Purpos...
