Univlever online brand guidelines


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Univlever online brand guidelines

  1. 1. Page titleIntroducing Unilever OnlineIntroduction Section.v3 AW.indd 1 28/06/2005 11:19:55
  2. 2. Introduction Section.v3 AW.indd 2 28/06/2005 11:19:56
  3. 3. Unilever is united under one brand and a single mission. So around theworld, we now follow a single consistent approach to communicating online.By using the same technical platform and following a single set ofguidelines, we can share resources, shorten the time it takes to launcha new site, and keep sites up-to-date easier than ever before. And we’llbe able to achieve a consistent consumer-focused design on our countrysites and Unilever.com which perfectly communicates our brand andvividly expresses vitality.This document showcases the online ‘look and feel’ and explains thethinking behind it. It also shows how, by following the guidelines, yourcountry website can easily achieve consistency with Unilever.com andhelp promote Unilever as a truly multi-local, multi-national.Introducing Unilever OnlineIntroduction Section.v3 AW.indd 1 28/06/2005 11:20:01
  4. 4. The new online look and feelIntroduction Section.v3 AW.indd 2 28/06/2005 11:20:07
  5. 5. Our brand unites us all behind a single vision, witha shared mission, identity and values. Through theinternet we can bring this to life, with websites thatlive the brand and exude vitality.In the past, our corporate sites have had littleconsistency. We now need to ensure that we usethe same approach to design, copy, content andstructure. And we must follow a single set ofguidelines that enables us to present Unileverconsistently around the world while meeting theinformation needs of local markets.So we’ve created a new way of setting up andmanaging websites to meet this brief and we’veused these guidelines to create new sites, includingUnilever.com, and our sites in Argentina, China, theUK, the Netherlands and USA.In the Unilever Online manual, you’ll find all the adviceyou need to set up and manage a new brandedcountry site. And by following the guidelines you’llfind it easier than ever before. This approach reducesduplication of cost and effort and by using the sametechnology, we can update sites faster – ensuring theyremain interesting, lively and topical for the manypeople around the world who visit them.Brand keyOur corporate website brandkey summarises the background,objectives and key differentiatorsfor our corporate websites.A new way of workingIntroduction Section.v3 AW.indd 3 28/06/2005 11:20:23
  6. 6. The Online manualOur guidelines to creating new websites include:Consistent page layouts• Page layouts have been designed to meetall requirements: there’s one for almostevery eventuality and they’ve been testedwith consumers.Consistent technology• All website editors have access to Tridion, a sharedContent Management System (CMS) that puts youin control of publishing and editing content.• Tridion gives you access to all appropriate contentcreated for Unilever.com, which you can translateand adapt for your local market.• Tridion is in English but the system provides supportfor multiple languages (including double-bytecharacter sets).• You can also easily access website usage reports.See page 6 for more details about the CMS. There isalso a section in this manual dedicated to the subject.Training• Website editors will be trained to use the CMS.The training is designed for those of us workingin Corporate Communications – not for technicalspecialists.• A manual is also provided.The Unilever Online manual makes creatingand running a corporate site easier thanever before. You don’t need to worry aboutfinding a hosting platform or rely on IT teamsto publish your content. And you don’tneed to use external agencies to design yourhomepage or navigation. Instead you’re free toconcentrate on what really matters – providingfresh, exciting, consumer-focused content.Introduction Section.v3 AW.indd 4 28/06/2005 11:20:33
  7. 7. The guidelines enable you to...• Source globally relevant content from Unilever.comand tailor it for your local market.• Provide locally relevant information, written andillustrated for your local market, but structured in away that’s consistent with Unilever.com and othercountry sites.• Promote topics that are important in your localmarket direct from the homepage.• Promote and provide access to local brands directfrom the homepage.• Offer your visitors more opportunities for feedback.• Showcase local advertising.• Increase the value of local brand sites andconsumer relationship-marketing sites by linkingto them, and including content from them.... and much, much more.But you don’t need to...• Contract an agency to create and implementdesign – it’s already created for you. You onlyneed to maintain content and imagery within theguidelines provided.• Arrange your own hosting or domain registration.• Purchase software such as a Content ManagementSystem (CMS) and search or reporting tools.Consistent design featuresThe framework ensures that design features areconsistent across all websites – you don’t need tocreate them and you won’t be able to change them.Features include:• Page layouts – every type of content has a specificpage layout• Colour scheme – you won’t need to make decisionsabout colour• Structure and navigation – you don’t have tothink about how the site is organised or createnavigation menus• Images in the page headers and footers – you onlyneed to maintain images that specifically relate topage content. We have 30 multicultural images foryou to chose from.Country site homepageGlobally consistent design template, but:1. Local topic promotions and brands2. Multilingual capability3. Ability to choose homepage header imageThe Online guidelinesIntroduction Section.v3 AW.indd 5 28/06/2005 11:20:35
  8. 8. A single, shared technical platformUnilever.com and our country sites willnow use the Tridion Content ManagementSystem (CMS).What is a ContentManagement System?• A CMS is a web tool that lets you publish andedit content online without needing any technicalknowledge.• It stores all content and generates pages usingtemplates.• It enables us to publish many websites using thesame structure and design.• It’s administered through your web browser –you don’t need to install any software.How does it work?Web editors access the Tridion CMS to enter contentfor their site, using templates shared by all other sites.• All editors can use content already created forUnilever.com.• Editors can publish the content to a secure stagingsite for testing.• Search and Reporting tools are provided byseparate software and are available to all websites.Introduction Section.v3 AW.indd 6 28/06/2005 11:20:36
  9. 9. Consumer-focused design and contentThe online guidelines ensure sites are appealingto consumers, both through their content andthe use of fresh, vibrant and colourful design.Why?• For the first time, the Unilever brand has become aconsumer brand, as well as being a corporate brand.• Research shows that consumers are by far ourlargest online visitor group (34%), and consumertasks (ie brand-related) are the most popularreasons for visiting.• A large proportion of visitors (30-50%) alsoidentify themselves as consumers and areinterested in brand content.• It should be clear to everyone visiting our sitesthat we are a Foods and Home Personal Carecompany first, and a corporation second.How we make our sites moreconsumer-focused• Consumer articles on the homepage.• Quick access to brand information with familiarbrand logos on the homepage.• Consumers engaged in conversation, from simplepolls to product surveys.• More consumer content including magazine-stylearticles and advertising.• Vitality values expressed visually: colourful,dynamic, informal.Homepage with prominent consumer features. Every time you visit, the homepage is a different colour, with amatching header image, from a selection of four.‘Our brands’ section, showing lifestyle categories withmagazine-style content.Introduction Section.v3 AW.indd 7 28/06/2005 11:21:01
  10. 10. CONTENT NAVIGATIONSimple navigationWhy is it designed this way?• Research looked at visitors’ main tasks andexpectations. The navigation was designed aroundthese findings and tested to ensure that it’s easyto use.• Simple navigation supports message clarity.• Our sites shouldn’t look like corporate websites.• Avoiding a ‘busy’ appearance improves accessibility.• ‘Our brands’, ‘Our values, ‘Our company’ appear inone line – these words summarise the purpose andcontents of the website.How does the navigation work?The site is divided into three main sections –‘Our brands’, ‘Our values’, ‘Our company’ –accessible from all pages.• Our brands show what we do while providinginteresting information for consumers.• Our values show how we operate, fromour environmental and social policies to ourcommitment to innovation.• Our company is where we talk about the business,with dedicated sections for investors, journalistsand prospective employees.The whole site follows a simple two-column layout,with content coming first, and a single navigationcolumn on the right.Two-column layout for all pagesIntroduction Section.v3 AW.indd 8 28/06/2005 11:21:11
  11. 11. The roles of Unilever.com and country sitesThe information included on Unilever.comand our country sites should be organisedin the same way. That’s why we use thesame navigation system, with menus andtitles positioned in the same places.Together with consistent design, this ensures thatno matter which Unilever site you visit, its appearanceand the navigation always feel familiar.Consistent main navigation: Unilever.com and two country sites comparedThe advantages• It’s easier for visitors to find content whennavigating from one site to another.• Editors are provided with global content that canbe translated, if necessary.• It’s easier to share common design elements.• It’s easier to decide how to organise content.• Creating and maintaining sites is more cost-efficient.• There’s less duplicated effort.• There’s less risk of inconsistent messages.• The structure has been developed and tested bya leading digital agency to meet the needs of thetypical Unilever site visitor.Consistent subnavigationA country site (right) may not have all the pages or sections thatUnilever.com (left) has, but where it does they should be named andorganised consistently. Further pages can of course be added if necessary.See section 9 for more details about the differences in structurebetween country sites and Unilever.comIntroduction Section.v3 AW.indd 9 28/06/2005 11:21:23
  12. 12. 10HomepagesHomepages aim to...• Make a strong impression – fresh, bold andcolourful• Showcase the brands and discuss product issuesthat consumers care about• Provide shortcuts to products, publications andother Unilever websites• Offer fast-track access for specialised audiences,such as investors and journalists• Provide a clear entry point to the ‘Our company’section. Brand carouselScrollable display of brandlogos, linking to brand profilesHeaderExpresses vitality, productvalues and reflectshomepage colour schemeMain navigationFeatured topicsMain article and relatedarticles, with imageCompany sectionshortcutsDirect access to the mostimportant company contentFooterConsistent throughout siteLanguage and countrydetection messagesSearch tools(drop-downs menus)and ‘fast track’ linksColours and header imageEvery time you visit, the homepage isa different colour and has a matchingheader image from a selection of four.Note: Homepage colours and headerimages will be supplied – you do notneed to create them.Introduction Section.v3 AW.indd 10 28/06/2005 11:22:05
  13. 13. 11The roles of Unilever.com and country sitesUnilever.com and our country sites worktogether to communicate our brand andour messages.Unilever.com – representingUnilever globally• Unilever.com is many people’s first stop.• It’s a trusted source of globally relevant informationto all audiences.• It provides quick and easy access to country sites,brand sites and ancillary sites like www.yatayata.nl.• It provides a window onto country content.• It directs traffic to country or brand sites for moreinformation relevant to the local market.Country sites – our presence inthe the local market• Speak to you in your own language (or a choice oflanguages if appropriate).• Contain content found on Unilever.com, adaptedto the local context where appropriate.• Provide market-specific information on Unilever,like news, about brands or related to corporateresponsibility.• Direct traffic to Unilever.com or local brand siteswhere appropriate.Unilever.com and country site homepages• Consistent design, layout and colours• Consistent header and footer images• Country site features locally relevant content and brands• Ability to choose homepage header imageHeader area comparison: Note country indicator, link toUnilever.com, and language selector on country site.Unilever.com will display a message in your language if a newcorporate site in your country and language is available.It will also provide a link to EU product ingredients information inyour language, if available.Footer area comparison: Unilever.com (above) and a country sitebelow, including a link to www.unilever.com and a country-specificmessage:Information on this website pertains to the [country name]. Forglobal information visit Unilever.comMore informationFor more information about howUnilever.com and our country sites worktogether see the document ‘CountrySite Integration’ in AppendicesIntroduction Section.v3 AW.indd 11 28/06/2005 11:22:17
  14. 14. 12Why we created these guidelinesFor the business• Our online strategy was developed to promoted the new Unilever brand.• With the Unilever brand on packs, more people will be encouraged to visit our websites.• ‘One Unilever’ compels us to simplify – a key theme of the strategy.• We need to consistently build the new Unilever brand.• We need to develop trust in Unilever to support our brands –websites play a vital role in this.• We must build confidence that vitality will deliver, so a consistent approach is essential.For corporate communications• We need to simplify our approach to delivering corporate websites.• We must reduce duplication of cost and effort.• A single technology platform and approach to content management will allow us to bemore proactive on key issues and respond faster to changes in our markets.Introduction Section.v3 AW.indd 12 28/06/2005 11:22:25
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