Sennheiser Manual 110426

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Corporate Design ManualDefinition of the corporate design system standards

SENNHEISER | CORPORATE DESIGN MANUAL 04/2011

01 INTRODUCTION

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INDEX01 bRaND poSItIoNINg .................................................. 03 02 Logo ........................................................................... 0602.01 02.02 02.03 02.04 BASICS ...........................................................................................07 CLEARANCE SPACE AND LOGO VERSIONS ...............................08 MISUSE ..........................................................................................09 SOUND LOGO ................................................................................10

07 bUSINESS CoMMUNICatIoN ...................................... 4007.01 07.02 07.03 07.04 07.05 07.06 07.07 07.08 07.09 BASICS ...........................................................................................41 BUSINESS STATIONERY................................................................42 PRESS RELEASE ............................................................................47 PRESS KIT ......................................................................................48 BILL OF LADING ............................................................................49 INTERNAL NOTES .........................................................................50 FOLDERS ........................................................................................51 POWERPOINT ................................................................................52 EMAIL SIGNATURE .......................................................................53

03 tYpogRapHIC SYStEM .............................................. 1103.01 CORPORATE FONT AND OFFICE FONT ........................................12 03.02 HEADLINES, SUBLINES AND BODY COPY ..................................13

08 SIgNagE & bRaNDINg ............................................... 5408.01 FLAGS ............................................................................................55 08.02 PYLON ............................................................................................56 08.03 CAR BRANDING .............................................................................57

04 CoLoRS ....................................................................... 1604.01 PRIMARY COLOR SYSTEM ...........................................................17

05 bRaND StagE aND INFo aREa ................................. 1805.01 05.02 05.03 05.04 05.05 05.06 BRAND STAGE ..............................................................................19 BRAND STAGE WITH SENNHEISER SUBBRANDS ....................22 INFO AREA ....................................................................................23 MINIMUM INFO AREA ..................................................................24 EXTENDED INFO AREA .................................................................25 HOLOHEDRAL INFO AREA ...........................................................26

09 SpoNSoRINg .............................................................. 5809.01 09.02 09.03 09.04 09.05 09.06 STANDARD LOGO .........................................................................59 STADIUM BANNER .......................................................................60 PROMOTION WALL .......................................................................61 COMPACT LOGO ............................................................................63 PROMOTION WALL WITH COMPACT LOGO ...............................64 LISTINGS AS SPONSOR ................................................................66

06 SaLES CoMMUNICatIoN ............................................ 2706.01 06.02 06.03 06.04 06.05 06.06 06.07 06.08 BASICS ...........................................................................................28 PAGE MARGIN AND BRAND STAGE ...........................................29 TEXT AXIS .....................................................................................30 TEXT ELEMENTS ...........................................................................31 PLACING IMAGERY .......................................................................33 SENNHEISER FAMILY BRAND LAYOUT ......................................35 PRICE LIST ......................................................................................36 ONLINE BANNERS ........................................................................37

10 aDDItIoNaL DESIgN ELEMENtS ................................ 6710.01 EYE-CATCHERS AND FLASHES ...................................................68

11 FURtHER gUIDELINES ................................................ 7111.01 PICTURE CONCEPT .......................................................................72 11.02 PRINT GUIDELINES ......................................................................73 11.03 POP GUIDELINES ..........................................................................74

SENNHEISER | CORPORATE DESIGN MANUAL 04/2011

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01 branD positioning

SENNHEISER | CORPORATE DESIGN MANUAL 04/2011

01 INTRODUCTION

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01 bRaND poSItIoNINgthe new brand identity What is the purpose of this manual? This manual presents the enhanced Sennheiser corporate design and defines the visual appearance of the brand. In the process of design development Sennheiser strived for the right balance between continuity and renewal of the brands visual elements. The corporate design is derived from our new brand identity, which describes the central strengths, beliefs and passions at Sennheiser. What is the Sennheiser brand identity? A brand identity defines the character of a brand and answers the question What does the brand stand for? The brand identity is the basic tool for all brand activities and helps to create a common understanding of the brand among all people working for it. As a result, our brand identity reflects the history and soul of Sennheiser and serves as the benchmark for how we want to be perceived by our customers, partners, service providers and other stakeholders in the future. The Sennheiser brand identity is therefore the central guideline toward inspiring and implementing all activities concerning the brand ranging from product development, distribution and prices to service and communication. Where does the Sennheiser brand come from? Sennheiser is a brand with a long-standing tradition. For more than 60 years we have been dedicated to creating high-quality sound solutions. Driven by this spirit, we successfully developed our brand rapidly over the last decades, in particular by charging it with emotion and desirability. We started off as a specialized German manufacturer of professional sound equipment known for its superior product quality and innovative spirit. Over the years Sennheiser widened its portfolio while striving for new geographic markets and target groups in order to provide the best sound solutions; not only for professionals, for pretty much everybody. Remaining in consistent alignment with this goal, our aim is to provide all our customers with the best sound solution for their specific needs. If we manage to fulfill this promise, then Sennheiser will succeed as the essential brand for the global sound community. What does our new brand identity consist of? To define what Sennheiser represents now and in the future our mission and inner stance have been manifested in a clear and distinctive brand identity. The brand identity consists of a brand core, three brand values and four brand tonalities. These elements build the platform for all of our activities and conduct.

SENNHEISER | CORPORATE DESIGN MANUAL 04/2011

01 BRAND POSITIONING

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What is our new brand identity like? the brand core A brand core transports the central belief of a brand in a brief statement that culminates all the different aspects of a brand. Our brand core distinctly describes the soul of our brand and the approach it takes: We are the The Essence Of Sound the true sign of sound for the whole sound community. the brand values Brand values are specifications of the brand core and show different facets of its meaning. Consequently, they represent the attitude the brand assumes toward products, market and customers. premium, progression and passion underline and specify The Essence of Sound. The combination of the three brand values characterizes how we interpret The Essence Of Sound. premium We set the benchmark for sound performance. The whole world of sound puts its trust in us as a partner. Sennheiser sound solutions are German engineering at its best: Adapted to specific needs, substantial and superior. progression We are driving tomorrows sound experience. We are one step ahead in developing and creating sound solutions. Our ambition is to give innovative and sustainable impulses to the sound market. passion We fascinate the sound-loving community. We are the brand for all sound-lovers and truly understand their aspirations and needs. Our clear commitment makes Sennheiser the true sign of sound and a desirable icon to all those who want to make their mark. How the Sennheiser brand appears what it feels like: our brand tonalities Whereas brand core and values define what the brand stands for and what the brand communicates, brand tonalities bring the brand identity to life and describe how we communicate how we appear to our customers, partners and staff. Sennheiser has committed itself to the following four brand tonalities: Iconic: We are self-confident and embody a leadership attitude. Emotive: We are authentic and touch our customers feelings. Distinctive: We are smart and pure. Enriching: We are functional and genuinely beneficial. What does our brand look l