全球500强vi设计规范07 charte_sony_viao

1、VAIO Brand GuidelinesThe purpose of this style guide is not to restrict creativity, but to providehelpfulguidelinestoenableSonystaff,partnersand suppliers to express the VAIObrand effectivelyacross a wide rangeofapplications and media. Some of these guidelineay be modifiedover time, and updated spec

2、ifications will be published accordingly.IntroductionWelcome to VAIOVAIO. The synergy of form and function, tangible yet limitless, capable and creative. VAIO is the expression of beauty spliced with utility, the meaning of reliability, efficiency incorporated.VAIO is competent but non-conformist, s

3、tyled but not pedantic, reliable but not predictable, advanced but not untouchable.Human/tech symbiosis.You make it a Sony.IVAIO Brand GuidelinesContents123456789101112131415-17181920212223Sony Logo StandardsSony Logo Formats and Exclusion Zone Sony Logo PositioningVAIO Logo StandardsVAIO Logo Forma

4、ts and Colours VAIO ColoursYou Make It A Sony Logo Standards You Make It A Sony Logo Examples You Make It A Sony Cluster Colours You Make It A Sony Cluster Gradients You Make It A Sony Concept LineYou Make It A Sony Concept Line Positioning VAIO Sales Literature TypesVAIO Sales Literature Typographi

5、c Rules VAIO Sales Literature Layout RulesVAIO Sales Literature A4 Landscape Front CoverVAIO Sales Literatureide SpreadVAIO Photographic StyleVAIO and Third Party Treatment VAIO POSVAIO Miscellaneous ItemsIIVAIO Brand GuidelinesSony Logo StandardsSony Logo StandardsSony is one of the worldost succes

6、sful brand names. To millions ofconsumers, the famous Sony logo is synonymous with innovative, reliable, high-quality products. It is vital, therefore, that this reputation for excellence is supported by a strong and consistent corporate identity.This can only be achieved by adherence to the guideli

7、nes established by Sony.Use of the Sony Logo:ALWAYS use original artwork of the Sony logo. Poor quality reproductions of the logo tarnish the companys image.ALWAYS display the Sony logo on its own. The logo should NEVER be combined with other figures, words, trademarks or symbols.NEVER use the Sony

8、logo in a headline or in copy text.1VAIO Brand GuidelinesSony Logo Formats and ExclusionZonesSONY Logo FormatsNEVER alter the Sony logo in any way, or add extra elements to it. NEVER distort the Sony logo, horizontally or vertically.In the main, the Sony logo appears in 50% black on VAIO black on th

9、e front of sales literature.ALWAYS display the Sony logo horizontally, and never vertically, diagonally, in an arc or otherwise.SONY Exclusion ZonesALWAYS isolate the Sony logo from other elements around it, allowing double the height of the logo on every side, unless the Sony logo isnear the edge o

10、f the page (please see page 3 fortruction).2VAIO Brand GuidelinesSony Logo PositioningSony Logo PositioningIn all the VAIO below-the-line sales literature the Sony logo will always sit at the bottom left of the document or POS item.Always show the Sony logo in 50% black on VAIO black in all below-th

11、e-line sales literature.10mmThe SONY logo is always 10mm from the bottom and the left of the page edges.3VAIO Brand Guidelines10mmVAIO Logo StandardsVAIO Logo StandardsThe VAIO logo is being established as a stand-alone brand and therefore should be treated with the same respect as you would the Son

12、y logo.The original artwork should always be used.4VAIO Brand GuidelinesVAIO Logo Formats and ColoursVAIO Logo FormatsNEVER alter the VAIO logo in any way, or add extra elements to it. NEVER distort the VAIO logo, horizontally or vertically.ALWAYS display the VAIO logo horizontally, and never vertic

13、ally, diagonally, in an arc or otherwise.VAIO Logo ColoursIn all below-the-line communicationaterial the VAIO logo can beeither white, a minimum of 25% black or a VAIO black.um of 50% black onIt is encouraged to use spot varnishes on the VAIO logo to enhance the quality and appeal of the piece.5VAIO

14、 Brand GuidelinesVAIO ColoursVAIO ColoursThere are two principle colours which are as follows: VAIO black and VAIO support colour. The support colour is not to be used in isolation.VAIO Black85%95%0%90%VAIO Support ColourThis colour is to be used as part of the slit and as a photographic overlay. Co

15、louring the photography in the slit is a feel issue and depends on the shot that is chosen, but as a rule the darkest part of the blend is always on the right.635%45%90%90%45%VAIO Brand GuidelinesYou Make It A Sony Logo StandardsYou Make It A Sony (YMIAS) Logo StandardsThe YMIAS cluster iade up of t

16、hree shapes.Each shape is a different colour and when the shapes overlap one another the overlap is transparent.The YMIAS cluster will always be on VAIO black. Cluster shapes can be different or all the same.Put the shapes together differently for each piece of communication. The YMIAS cluster alway

17、s sits bottom right.The YMIAS cluster can be cropped on the right hand side or at the bottom.7VAIO Brand GuidelinesYou Make It A Sony Logo ExamplesYou Make It A Sony Logo Examples10mm to trim10mm to trim8VAIO Brand GuidelinesYou Make It A Sony Cluster ColoursYou Make It A Sony Cluster ColoursCluster

18、s used on VAIO advertising should always be blue.Colourust be chosen from the palette below.When making their selection, designers should choose colours which complement the colour and overall mood of any photography used.The range below will provide ample choice.9VAIO Brand GuidelinesYou Make It A

19、Sony Cluster GradientsExample GradientsSo as to imply depth and movement, the individual shapes of the clustersshould be filled using gradients. These gradientust be constructedusing two or more colours from the same horizontal row of the colour palette.As illustrated in the examples below, the grad

20、ients should use sensitive variations of colour and tone. Dont use colours from opposite ends of the palette and dont use gradients which swing wildly from dark to light tones.10VAIO Brand GuidelinesYou Make It A Sony Concept LineYou Make It A Sony Concept LineThe concept line uses the NeuzeitS Book

21、 font.The minimum size of the concept line is 30mm wide.The concept line is never displayed without the cluster shapes. The concept line is never altered or manipulated in any way.The concept line is never displayed with other logos.11VAIO Brand GuidelinesYou make it aYou make it a SonyYou make it a

22、You make it aSonyYou make it a SonyYo u m ak ei ta S o nyYou make it aSonyYou Make It A Sony Concept Line PositioningYou Make It A Sony Concept Line PositioningThe cluster is always positioned in the bottom right corner.The Sony logo should never be replaced by the cluster.You make it aSonyThe cap h

23、eight of the concept line is exactly three-quarters the height of the Sony logo on the same piece of communication.The height of a cluster is up to 4 times the height of the concept line (which includes capitals, ascenders and descenders).12VAIO Brand GuidelinesVAIO Sales Literature TypesVAIO Sales

24、Literature TypesThere are three types of sales literature: brochures, data sheets, press erts.Brochures come in three sizes: DL, 21cm square, and A4 brochures. These are usually used for single catagory literature, i.e. VAIO Mobile.Presserts are variableize but will follow the brochure rules. DL 99m

25、m Square 210 mm A4 Portrait 210mmVAIO Mobie Specficat on OverviewVAIO Mobile Specification OverviewVAIO Mob le Specification Overview A4 Landscape 297 mmVAIO Mobile Specification Overview13VAIO Brand Guidelines210mm210mm210mm297 mmVAIO Sales Literature Typographic RulesSales Literature Typographic R

26、ulesHeadlines are always set in Helvetica 45 Light, the leading must always be equal to the height of a lower case letter.The ideal headline copy sizes should be:DL brochure front cover - 14 pt Square brochure front cover - 22 ptA4 portrait brochure front cover - 20 pt A4 landscape brochure front co

27、ver - 22 ptHowever, there may be times when your letter-count is significantly higher or lower than that of the below. In these circumstances, please use your discretion as a designer to ensure that the balance shown below is adhered to.Body copy is always set in NeuzeitS Book.VAIO Mobile Specificat

28、ion Overviewwww.sony.co.uk/ vaio 2004 Sony Corporat on Sony VA O i LINK VAIO Med a C ick to DVD P ctureGear Studio Son cS age and Memory Stick are t ademarks of Sony Corpora ion Japan M crosoft and Windows XP are rademarks of Mic osoft Corpora ion Intel Pent um Ce eron and Intel Centr no are tradema

29、rks or reg stered trademarks of ntel Co poration or its subsid ar es n the USA and other countries Adobe Pho oshop and Acrobat Reader are either registered trademarks or tradema ks of Adobe Sys ems ncorporated in he United Sta es and/or other countries A l other trademarks are acknow edged Features

30、and speci ications are subject to change without no ice Some produc ay not be ava lable or a l countr es Due to he LCD panel manufactur ng p ocess we cannot guarantee hat all pxels are funct onal Sony Co poration is not responsible or any errors which may appear in th s document Sony ITE MC Janua y

31、2004Sony Information Technology Group The He ghts Brooklands Weybridge Surrey KT13 XW Tel 08705 424 424 Fax 08705 424 42514VAIO Brand GuidelinesVAIO Sales Literature Layout RulesDL Example (99mm x 210mm)VAIO logo length is approx. 1/8 of the height of document. It always lines up with the Sony logo

32、and is a 10mm square away from the top left corner.Back CoverFront CoverSpecification Overview15SONY logo always 80% width of the VAIO logo. Placement as per pages 8-12.YMIAS logo ranges bottom with Sony logo.VAIO Brand GuidelinesVAIO logo lengthYMIAS logo is always three quarters the height of the

33、Sony logo.Slit between 1/6 and 1/5 of height of document and never pasthalf-way up.VAIO Mobilewww.sony.co.uk/ vaio 2004 Sony Corporation. Sony, VAIO, i.LINK, VAIO Media, Click to DVD, PictureGear Studio, SonicStage and Memory Stick are trademarks of Sony Corporation, Japan. Microsoft and Windows XP

34、are trademarks of Microsoft Corporation. Intel, Pentium, Celeron and Intel Centrino are trademarks or registered trademarks of Intel Corporation or its subsidiaries in the USA and other countries. Adobe, Photoshop and Acrobat Reader are either registered trademarks or trademarks of Adobe Systems Inc

35、orporated in the United States and/or other countries. All other trademarks are acknowledged. Features and specifications are subject to change without notice. Some product aynot be available for a l countries. Due to the LCD panel manufacturing process we cannot guarantee that all pixels are functi

36、onal. Sony Corporation is not responsible for10mmany errors which may appear in this document Sony ITE-MC January 2004Sony Information, Technology Group, The Heights, Brooklands, Weybridge, Surrey, KT13 XW, Tel 08705 424 424, Fax 08705 424 42510mmVAIO Sales Literature Layout RulesSquare Front Cover

37、(210mm x 210mm)The headline copy size on the square leaflet should ideally be 22 points. However, there may be times when your letter-count is significantly higher or lower than that of the below. In these circumstances, please use your discretion as a designer to ensure that the balance shown below

38、 is adhered to.VAIOMobileSpecification Overview1610mmVAIO Brand Guidelines10mmVAIO Sales Literature Layout RulesA4 Front Cover Portrait (210mm x 297mm)VAIO MobileSpecification Overview1710mmVAIO Brand Guidelines10mmVAIO Sales Literature A4 Landscape Front CoverA4 Front Cover Landscape (297mm x 210mm

39、)18VAIO Brand GuidelinesVAIO MobileSpecification OvervieVAIO Sales Literatureide Spreadide Spread ExampleAs an example, this spread illustrates the importance of having warmth in the photography.The design of the (which is set).ide is fairly free but must fit with the cover designTypography is as before, headlines in Helvetic