Hisense Brand Guidelines V8 1
Hisense Brandguidelines V8-1 Hisense_BrandGuidelines_v8-1 Hisense_BrandGuidelines_v8-1 01 2018 uploads hisense-grpl 3:
Hisense Brandguidelines V8 Hisense_BrandGuidelines_v8 Hisense_BrandGuidelines_v8 01 2018 uploads hisense-grpl 3:
2018-04-24
: Hisense Hisense Brandguidelines V8-1 Hisense_BrandGuidelines_v8-1 04 2018 uploads
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BRAND GUIDELINES BRAND GUIDELINES Contents Our Brand......................................................................... 03 Consumer benefits.......................................................... 04 Values...................................................................................... 06 Tone of Voice...................................................................... 07 Positioning & Core thought....................................... 08 Proposition........................................................................... 09 Sponsorship................................................................... 24 2018 FIFA World Cup. . .................................................... 25 Aston Villa FC..................................................................... 26 Contact Details BRAND GUIDELINES Brand Devices. . ............................................................ 10 Logos.. ...................................................................................... 11 Fonts . . ....................................................................................... 12 Colour Palette. . ................................................................... 13 Colour Usage.. ..................................................................... 14 Icons......................................................................................... 15 Product Copy...................................................................... 16 Imagery................................................................................... 17 3rd Party Logos................................................................. 18 Online Examples....................................................... 19 Illustrations.. ......................................................................... 20 Digital Banners.. ................................................................. 21 Social Media Assets. . ...................................................... 22 Screen Fills........................................................................... 23 2 Please see online guidelines for downloadable assets Our Brand The purpose of this document is simple: to give you the guidance and information you need to work with the Hisense brand. Our Brand Manifesto provides a clear definition of the Hisense brand and how it occupies a unique position in the markets and categories in which it operates. The Manifesto should be used as both the blueprint and the inspiration for all marketing communications, across any channel. OUR BRAND Consumer benefits.......................................................... 04 Values...................................................................................... 06 Tone of Voice...................................................................... 07 Positioning & Core thought....................................... 08 Proposition........................................................................... 09 3 OUR BRAND Values Quality Giving more features Regardless of where a product sits within the Hisense range, there’s a commitment to build quality and reliability that you would expect from a leading brand. Our features aren’t just thoughtful – you also get more with Hisense, either through paying less for desirable features, or getting more features than other models at the price point. Forward thinking We’re always looking for opportunities to advance our products and brand, evidenced by investment in R&D and incorporation of the latest technology. Bringing technology to everyone We always strive to include the latest technology in products, whether that’s Smart, inverter technology, triple zone cooling or something else, but at more accessible prices. OUR BRAND - VALUES Thoughtful 4 We understand people and we carefully consider the best ways to make our products even better for them through the incorporation of genuinely useful features. Design Hisense products are well designed and look premium, to fit in with modern consumers’ homes. OUR BRAND Consumer Benefits Functional Benefits Product quality – in terms of quality, Hisense products are comparable to or even better than products from leading brands. This is reflected in reviews and recognised by the trade. More for your money – Hisense products are priced competitively. When you buy a Hisense, you get features you might not expect to find at that price point from Samsung and LG. Improving life in your home – Additional Hisense features serve the purpose of improving life in the homes of our consumers. E.g. non-plumbed water dispensers, My Fresh Choice, Pause + Add and Vidaa U, specifically for the UK. Making new technology more accessible – Hisense make new technology like 4K or HDR more accessible for more people, without compromising on quality. OUR BRAND Two year warranty – Compared to competitors in the industry, Hisense guarantee at least two years usage out of the product. 5 OUR BRAND Consumer Benefits Emotional Benefits Aesthetically pleasing – the stylish design of Hisense products means they look like truly premium products. Individuality – Consumers feel they are expressing individuality by choosing Hisense over other traditional leading brands. OUR BRAND - CUSTOMER BENEFITS Smart - value for money allows Hisense buyers who have researched thoroughly and know the quality of the products to feel like they know more/are more savvy than others. 6 Visibility – Hisense might be new to the UK market, but it’s on a mission to grow brand awareness through its substantial marketing activities, including its sponsorship of the 2016 UEFA European Championships, the upcoming 2018 FIFA World Cup and the previous sponsorship of the Red Bull Racing Formula One Team. Reassurance – The two year warranty offered by Hisense, combined with good reviews from respected sources gives consumers confidence in Hisense’s product quality and reliability. Expertise – Globally, Hisense have a long history of manufacturing and innovation. Better than you’d expect – Consumers who choose Hisense are delighted with their purchase and the value it offers. As a result many become advocates of the brand. OUR BRAND Tone of Voice When we communicate with consumers, we will always talk about how our products help people. We want to make our technology understandable and accessible, but we’ll never talk down to the consumer. We make it simple by talking on a smart level that’s empathetic and understands them and their life. Sometimes we have exciting topics – like TVs and sponsorships – but we make more functional aspects interesting and relevant to the consumer too, for example talking about a 9kg washing machine in terms of how many loads it could save the user. We don’t say: This is everything this product has. OUR BRAND - TONE OF VOICE We do say: Here are the ways this product can help you in your life. 7 Examples “See more colours on screen than ever before. The ultra wide colour gamut of ULED boasts over 1 billion colours, and more colours means breathtakingly vivid, true-tolife images that look exactly as the director intended.” “Too much detergent can result in excess foam formation, reducing washing performance. Smart Foam Control automatically detects if there is too much foam in the machine and reduces it, improving the wash quality and making clothes kinder on your skin.” OUR BRAND Positioning and Core Thought Positioning Statement OUR BRAND - POSITIONING AND CORE THOUGHT Everything Hisense does is designed to benefit the user – whether that’s making good looking products that fit seamlessly into the home, incorporating features that meet a clear consumer need, or always being on the look out for new technologies and ways to make these more accessible. 8 Not only that, but they give a two year warranty and all at a price the consumer is willing to pay. Reviews and global brand heritage give users additional confidence in Hisense’s ability to deliver this. Brand Truth Hisense think about the user first and foremost. OUR BRAND Proposition OUR BRAND - PROPOSITION Designed with you in mind 9 Putting the person first with thoughtful features that are designed specifically to enhance their experience Good looking products to fit seamlessly into users’ homes The latest technology at prices people are willing to pay Build quality Design Accessible technology Making life easier for the user – whether with a Netflix button or Pause and Add R&D STRAPLINE Life Reimagined Reliability and a two year warranty More for your money in terms of features Thinking about you More features Brand Devices BRAND DEVICES Logos.. ...................................................................................... 11 Fonts . . ....................................................................................... 12 Colour Palette. . ................................................................... 13 Colour Usage.. ..................................................................... 14 Icons......................................................................................... 15 Product Copy...................................................................... 16 Imagery................................................................................... 17 3rd Party Logos................................................................. 18 10 Please see online guidelines for downloadable assets BRAND DEVICES Logos Main Logo Logo with strapline 50% 1H 50% 1H 50% 0.52H Colour Variations 1 0.52H 1 50% 1H 0.45H 0.45H 1H ≥10mm 2 2 Clearance Area 50% 50% 50% 50% 1H 50% 0.45H 50% 1H 1H 0.52H 1 50% 1 50% Logo with strapline block 11 1H 50% 0.45H Always scale in proportion ≥10mm ≥10mm Position from corner of digital asset Minimum Digital Asset Size 50px 2 2 ≥10mm 150% 150% 1H 150% 150% 150% 0.45H 1H 150% 0.45H BRAND DEVICES - LOGOS 1H Minimum Print Size 10mm 0.52H 0.45H 1H 50% 50% 0.45H 50% 150% 150% Please see online guidelines for downloadable logo formats BRAND DEVICES BRAND DEVICES - FONTS Fonts 12 Headline Font Body Font CircularStd-Bold.otf Calibre-light.ttf Aa Zz Aa Zz BRAND DEVICES Colour Palette Brand Colour CMYK RGB Hex Code Logo colour 100, 0, 44, 0 0, 154, 154 009A9D Hisense Green Block Colours Colours to be used as backgrounds and headline font colours. Dark Grey Medium Grey Mid Grey Light Grey White CMYK 60, 45, 45, 75 61, 48, 43, 38 36, 28, 27, 6 11, 8, 9, 0 0, 0, 0, 0 RGB 43, 43, 41 88, 92, 97 170, 169, 171 231, 231, 231 255 ,255, 255 HEX Code 2B2B29 585C61 AAA9AB E7E7E7 FFFFFF Blue Green Orange Light Blue Yellow CMYK 73, 24, 0, 0 62, 0, 58, 0 0, 82, 86, 0 48, 0, 16, 0 17, 0, 90, 0 RGB 0, 161, 238 69, 219 ,147 250 ,71, 32 115, 249, 244 238, 249, 35 HEX Code 00A1EE 45DB93 FA4720 73F9F4 EEF923 BRAND DEVICES - COLOURS Highlight Colours 13 Colours to be used on select headline words and small highlights. Please see online guidelines for Hex colours BRAND DEVICES Colour Usage Block Colours Block Colours Background in ‘Dark Grey’ Headline in ‘White’ Background in ‘Light Grey’ Headline in ‘Dark Grey’ Highlight Colour Highlight Colour Pull-out word in ‘Yellow’ Pull-out word in ‘Orange’ BRAND DEVICES - COLOURS Legibility 14 Ensure all combinations allow for good legibility on screen or printed materials. Correct Example Correct Example Incorrect Example Incorrect Example ASSETS Icons Product Icons Icon usage There is a library of product feature icons for each prodcut category Icons can appear in any of the brand colours as long as legibility is kept Icon with copy description ASSETS - PRODUCT ICON LIBRARY All icons have accompanying copy descriptions which should be used where appropriate 15 Please see online guidelines for downloadable assets COPY Product Copy Product Copy Product copy has been written for all the different product features. For each feature please use the long, medium, short and strapline versions depending on space available. Examples ULED Long Version Medium Version Short Version Strap Line Groundbreaking ULED technology combines the latest in hardware and software to bring you the best ever 4K experience. Groundbreaking ULED technology combines the latest in hardware and software to bring you the best ever 4K experience. ULED technology brings you the best ever 4K experience. Our Ultimate 4K Experience. COPY - PRODUCT COPY Ultra Colour gives breathtakingly vivid images, Ultra Contrast uses Local Dimming for striking levels of brightness and depth, Ultra Smooth Motion means a smoother, more fluid visual experience, and Ultra HD guarantees a pin sharp, stunningly realistic picture. 16 Please see online guidelines for downloadable copy ASSETS Imagery CGI Fridge room image TV room image NETFLIX ASSETS - IMAGERY Netflix titles used must adhere to all Netflix guidelines. A bank of images are available through the Netflix online portal. Please be aware that all assets must be signed off by Netflix. 17 Clip image - which can be used for a screen fill. Cover image Please see online guidelines for downloadable assets ASSETS 3rd Party Logos Awards Features ASSETS - 3RD PARTY LOGOS Companies 18 Please see online guidelines for downloadable assets Online Examples The following examples are to be used as a style guide only. ONLINE EXAMPLES Illustrations.. ......................................................................... 20 Digital Banners.. ................................................................. 21 Social Media Assets. . ...................................................... 22 Screen Fills........................................................................... 23 19 ONLINE Illustration Examples Illustration style ONLINE - ILLUSTRATION EXAMPLES Product features shown with support of graphics - please follow this style when creating illustrative graphics. 20 ONLINE ONLINE - DIGITAL BANNERS Digital Banners - Product MPUs Examples 21 ONLINE Social Assets - Examples ONLINE - SOCIAL ASSETS Product Feature 22 Product Feature Netflix @HisenseUK ASSETS Screen Fill Examples Icons ASSETS - SCREEN FILLS White panel set to 75% opacity with faded outer edge 23 Shanghai Skyline 1 (ULED + features screenfills) Shanghai Skyline 2 (UHD TV screenfills only) Colour paint close-up (ULED TV screenfills only) 2018 FIFA World Cup Sponsorship Please see online guidelines for downloadable background images Sponsorship The following pages show an overview of some of the sponsorship assets. Please see individual Sponsorship guidelines for a comprehensive list of assets and the rules set around them. SPONSORSHIP 2018 FIFA World Cup. . .................................................... 25 Aston Villa FC..................................................................... 26 24 ASSETS Sponsorship - World Cup 2018 Logo lock-ups ASSETS - SPONSORSHIP Backgrounds 25 The 2018 FIFA World Cup logo may only be used in the context of TV – please see Hisense 2018 FIFA World Cup guidelines ASSETS Sponsorship - Aston Villa FC Logo lock-up Logo example on asset OFFICIAL PARTNER OF ASTON VILLA OFFICIAL PARTNER OF ASTON VILLA ASSETS - SPONSORSHIP Example of supplied photography 26 Please see Aston Villa Sponsorship guidelines Contact Information marketing@hisense.co.uk 0113 395 6930 Hisense UK, 2 Meadow Court, Leeds, West Yorkshire, LS11 8LZ
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