SONYSonv Electronics USA Brand IdentityGuidelinesversion#03
p.2These guidelines were created to build a consistentdesign language for Sony communication. Not alllexamples and instances will be represented in thisguide. Please useyour bestjudgement when buildingcommunication pieces. If you have any questions,contact SEL US Corporate Marketing
If it's not Sony,it's not the best
contentsp.4buildingguidelinessingle-pagep.49double-page3executionreferencenewspaper&specialformatslogosbuildingafoundationSonylagoopen frameSonyblacktaglinesP.typographyp.20environmentsp.772.2colorp.334.2onlinep.9022.3photographyp.4044.3p.99
Smart but not intellectual. Confident, but notarrogant. Entertaining, but not shallow. Premium.but notout of reach. Cool. but not trendy. Iconic,but not intimidating. Simple. but not simplistic
Most people rom outside Japan had a tough Iime sayingTokyo Tsushin Kogyo or'Sony was the name born from his thinking.I crossed the Latin word sonus, from whichTotsuko, and we couldn't pusth a productwith an unpronounceable name. In astrategy'sound' and'sonlc are derived, wlth the English diminutive'sony',suggesting a ledglingdiscussion that stl has resonance today,iI was decided that the name should besimple, highly memorable, have immediate impact, and ranscend language barrierIn 1955, Akio Morita came to the U.S. for the frst time, carying hlis products in highspirtsand ready to build the foundations of the company on the Sony name.KONbuilding aEach company builds its own brand identity becauseidentities are the basis of how we, as people, relate toeach other. We hang out with the personalities that welike, that make us laugh, that appeal to usThe foundation of Sony's identity begins with thefoundationname, and is built by a foundation of fourfixedelementsThese are:the Sony logo, the open frame, Sony black,and the tagline.
foundationIn 1973, design director Norlo Ohnga drew the version of the Sony logo that stllInusea proposalwithin Sony to introduce a new logo.Asideasloodedinfrom allovertheworld, Ibuka decided that none of the designs were better than the Ohga original１．１Sonv logoA logo is the central visual cue that we all use toidentify a brand. It is the symbol of a company'spersonality. Everywhere the logo shows ub. it mustact and behave the same way so consumers recognize us and can trust that the relationshipthey are building is sound and secureThe Sonv logo isthe heart and soul of this companySince1973. it has stood firm because of its timeless-ness and careful stewardshipItis our biggest asset and must constantly be givenprotection and prominence. All communication muestress Sony above all else
foundationKOHp.8SonylogoSONYC
foundation4p.9Sony logoglobalguidelinesTheSony logotypeshould always beheSony logoshould be displayedcarefullyselected backgroundLeave ampleatthe isolation zone).SONYdonot display the logotypemorean once on the same surface,iny logotype should be surroundedmple blac...
