Btl Aiwa.Guidelines

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Btl Aiwa.Guidelines

  1. 1. confidential this is a classified site. take all necessary precautions to protect its contents. version 1. below the line implementations of the Aiwa brand. July 2003 2
  2. 2. welcome to Aiwa guidelines these guidelines are for anyone involved in producing marketing communications for Aiwa. the new Aiwa brand and imagery is very different. the aim of these guidelines is to explain them in a clear and simple way. our strategy is to present technical information using icons, shapes and colours. we hope we have provided you with all the information that you need to help you create communications that truely stand out. Mr Masaru Hirauchi President Aiwa Business Centre 3
  3. 3. contents 1 8 above the line guidelines identity elements 5 available week commencing 28.07.03 2 Aiwa logotype 7 Aiwa philosophy 8 2.1 9 Aiwa logotype 9 2.2 other media guidelines primary logotype 9 2.2 to be confirmed minimum size and exclusion zone 10 2.2 logotype colours 11 2.3 logotype colours and background colours 12 2.4 backgrounds 13 2.5 what not to do 14 2.6 3 imagery 15 3.1 4 AiwaCon 17 theory 18 4.1 3 types of AiwaCon/product specific/per media 19 4.1 language of the AiwaCon 20 4.2 shapes 21 4.3 how to build an AiwaCon 22 4.4 icons you can use 25 4.5 colours 27 4.6 5 below the line 33 language used 34 5.1 Aiwa logotype 35 5.2 exclusion zones 36 AiwaCon 37 5.3 exclusions zones and minimum size 38 descriptor panel 39 5.4 exclusion zones and minimum size 40 product photography 41 5.5 exclusion zones and minimum size 42 wallpaper 43 5.6 6 typography 44 introduction to shaker 45 6.1 headings / positioning 46 6.2 ligatures 50 6.3 7 design templates 51 banner 52 7.1 boomerang 54 7.2 wobbler 56 7.3 a format poster 58 7.4 wallpaper 60 4 7.5 AiwaCons 61 7.6
  4. 4. 1. identity elements these are the elements you will become familiar with when dealing with the new Aiwa brand the new brand is a creative brand, therefore rigid branding rules would not work. the brand is made up of a number of elements that when combined create a powerful, new brand identity. 5
  5. 5. identity elements 1.1 logotype logotype AiwaCons pallette pallette typeface url imagery/photography AiwaCons the Aiwa brand is made up of six distinct elements which together describe the brand and products in a pictorial way. the aim is to create a visual language which may be understood around the world. the way in which the elements are combined is critical to abcdefghijklmnopqrstuvwxyz establishing the brand experience. typeface – shaker aiwa.com url imagery 6
  6. 6. 2. Aiwa logotype all guidelines covering the Aiwa logo in respect to point of sale and below the line materials. Aiwa philosophy. 2.1 minimum size and exclusion zones. 2.2 2.3 logotype colours. logotype colours and background colours. 2.4 2.5 backgrounds. 2.6 what not to do. 7
  7. 7. Aiwa philosophy 2.1 who will we talk to? digitally switched-on youths around the world – kids who have grown up in the digital age, who understand it instinctively and are at home with all digital technology. what do we want them to think? that Aiwa is cool because Aiwa stuff is cool. how will we do this? by making stars of a pc-connected family of products. how will we communicate? with as few words as possible – it will be about a playful feeling, not about technical specifications. communications will be visual, playful, simple and fresh. words will only be used when absolutely necessary and in short, sharp bullet points. 8
  8. 8. Aiwa logotype 2.2 logotype primary logotype our logotype must carry or endorse all communications that we create. the precise positioning of the logotype and the proportions of its elements must always be reproduced in the set relationships shown throughout these guidelines. on no account must it ever be redrawn or modified. our logotype must be reproduced from master artwork which may be downloaded from: www.aiwa-ads.com the logotype may appear in red, black or white - see page 11. 9
  9. 9. Aiwa logotype 2.2 minimum size & exclusion zone in order for the logotype to appear legible and remain uncluttered by other graphic elements, a minimum exclusion zone has been placed around it. = the exclusion zone X X x height x height X X character length (l) minimum size of printed logotype (l=10mm) X X x height for ease of recognition a minimum size for reproduction of the logotype has been set. X X 10
  10. 10. Aiwa logotype 2.3 logotype colours basic colour brand colour Aiwa red 2003 pantone 179 CVC the logotype must always appear in the primary colours red or black. the one exception to this rule is when the logo sub-colours brand colour appears on a dark background. in these instances the logo must appear white out. black pantone black c white no pantone specified 11
  11. 11. Aiwa logotype 2.4 logotype colours and background colours positive display when the background is white or a light colour close to white, the Aiwa logotype should as a rule be displayed in Aiwa red 2003 or black (this is positive display). positive display should be used with backgrounds ranging Aiwa Red 2003 black & white from white (0%) to light grey (equivalent of 40%). positive display 0% Aiwa red 2003 can be used even with a background that 10% is close to black when there is adequate contrast with the 20% background and the Aiwa logotype is fully recognisable and readable. 30% 40% negative display negative display 50% the Aiwa logotype can be diplayed in white when the 60% background is a dark colour (this is negative display). 70% 80% negative display should be used with backgrounds ranging from the equivalent of grey (50%) to black (100%). 90% 100% 12
  12. 12. Aiwa logotype 2.5 backgrounds do not display the Aiwa logotype on a background that do not place advertising copy, company names, addresses makes it less noticable. and so on too close to the Aiwa logotype do not use designs or patterns that may weaken the effect of do not use designs or patterns that may weaken the effect of the Aiwa logotype. the Aiwa logotype. do not use the Aiwa logotype as a background pattern. do not use the Aiwa logotype as a background pattern. do not use repeating instances of the Aiwa logotype. do not use repeating instances of the Aiwa logotype. it should be displayed in only one location. it should be displayed in only one location. 8 13
  13. 13. Aiwa logotype 2.6 what not to do... for ease of recognition a minimum size for reproduction of the logotype has been set. altering the logotype in anyway will undermine the impact of the identity and in turn, our brand. the examples here are all wrong. don't... don't stretch the logo. don't change the colour of the logo. don't change the proportion of the elements. don't distort. don't change the weight of the Aiwa. don't add a drop shadow. 14
  14. 14. 3. imagery product photography suggestion 15
  15. 15. imagery 3.1 imagery Aiwa imagery below the line should primarily be product photography. the image used should be crisp and clear. when shooting product photography: shoot at an angle. try to highlight the products best feature. make the product look 3 dimensional. make sure the product is switched on. don't apply any filters. don't overlap products. make sure the product name is clearly visible. consider shooting product open if this aids communication. if using highlights please ensure this does not obscure product name and logo. 16
  16. 16. 4. AiwaCon below the line AiwaCons: this section explains the theory behind an AiwaCon and how you could construct one yourself. the relevant artwork for this will be supplied on the AMS or if you do not have access to this, as an additional attachment to this email. 4.1 theory. 4.1 3 types of AwiaCons. 4.1 AiwaCon rules per media. 4.2 AiwaCon language. 4.3 AiwaCon shapes. 4.4 how to build your AiwaCon. 4.5 icons. 4.6 AiwaCon colours. 4.7 AiwaCon colours with respect to POS background colours. 17
  17. 17. AiwaCons 4.1 below the line theory the AiwaCon has been created to show, in a purely visual way the PC compatibility and general connectivity of the brand. it is a simple, pictorial way of presenting product specifications to an audience who never reads technical copy. an AiwaCon is an organic diagram showing the product features. at the centre of every AiwaCon is a graphic representation (icon) of a PC. eight stems grow from the centre of the AiwaCon. generic AiwaCon at the end of some of theses stems are additional icons representing the diagram 1 diagram 2 key capabilities of Aiwa products. there are two types of AiwaCon: the generic AiwaCon 1 the generic AiwaCon has been created for brand advertising that is non product specific. the product specific AiwaCons 2 there is a different AiwaCon ‘family’ for each product, which exist as finished artwork and cannot be altered. example of a product specific example of a product specific (BMZ K1 ) (JAX ) there is a PC centric AiwaCon/PC centric, AOP products (diagram 1). and there is a non PC centric AiwaCon/traditional AV products (diagram 2). 18
  18. 18. AiwaCons 4 4.1 3 below the line theory/product specific 2 BMZ K7 TV the AiwaCon used in below the line communications has the most detail, a simpler AiwaCon is available for press advertising and the most basic one is used for television. 1 TV: up to 5 ICONS 4 PRESS: up to 5 ICONS BTL: up to 8 ICONS 3 5 for example the BMZ K1’s AiwaCon for press advertising has a PC in the centre and USB, x5 cd changer, twin drive woofer, remote commander and MP3 CD functions BMZ K7 PRESS surrounding it. 2 1 4 3 5 2 above the line AiwaCons may not be edited but below the line AiwaCons can be. BMZ K7 BTL 6 they may have up to 8 icons. 1 7 19 8
  19. 19. AiwaCons 4.2 feature icon* below the line *notice that the stem is longer than the others language used when talking about AiwaCons. feature stem an AiwaCon is made up several heart componant parts. each part connects to the icon heart emphasising each elements compatibility. stem colour and shape are important to the new brand identity and must be bud respected at all times. a PC icon must always appear in flower the heart of all AiwaCons unless the AiwaCon is for a traditional AV product. product photography. the AiwaCon can be shown with the feature icon at the top or at the bottom. the AiwaCon must always have a white keyline around it. product photography. 20
  20. 20. AiwaCons 4.3 below the line shapes feature icon every AiwaCon has 8 'stems'. every stem ends with either a bud, a flower or the feature icon. bud bud there is one extended stem, which holds the feature icon. flower flower the distance of each icon from the heart is determined by its importance. bud flower the extended stem holds the most important feature of the product (or main selling feature). flower all the other stems which have icons are the same size. these are of equal importance. 1/3Y 1/2Y Y stems without icons are smaller and are all the same size. the heart is the standard unit of measurement when creating AiwaCons. heart flower bud the diameter of a flower is 1/2 the diameter of the heart. the diameter of a bud is 1/3 the diameter of the heart. 21
  21. 21. AiwaCons 4.4 below the line how to build an AiwaCon AiwaCons may be constructed for below the line executions. (above the line AiwaCons may be created for your own specific use, see if an AiwaCon does not already exist.) karaoke double cassette deck graphic equaliser memory stick stage 1. x5 CD changer USB port choose up to 8 product features. choose the products most important feature. stage 2. find the icons which correspond with these features (see icon library, page 25). n ne nw stage 3. shows the top edge of the feature icon download the master template from the Aiwa AMS system. shows the top edge of the www.aiwa-ads.com flower and the bottom edge of w e this template is fully scalable. the feature icon shows the top and bottom edges of the bud shows the bottom edge of the flower se sw s master template 22
  22. 22. AiwaCons 4.4 below the line diagram 1 how to build an AiwaCon/continued n ne nw stage 4 w e place the icon for the key feature in a flower on the outer ring, in either the north or the south position as indicated in diagram 1. se sw s diagram 2 n ne nw stage 5 place the other icons in flowers on the red ring. w place icons randomly around the fixed points of the compass. e be playful, make your AiwaCon unique. try to make asymetrical shapes where possible. diagram 2. se sw s 23
  23. 23. AiwaCons 4.4 below the line how to build an AiwaCon/continued n ne nw stage 6 w e fill in empty spaces on the compass with buds to make sure all 8 stems have either buds, flowers or the feature icon. se sw s n ne nw w stage 7 extend the stems to meet their buds and flowers. w you now have an AiwaCon. to find out how to colour your AiwaCon; see 27 e se sw s 24
  24. 24. AiwaCons 4.5 below the line these are the icons you can use video CD CD playback DVD playback MP3 CD playback MP3 playback CDR playback Mini Disc LP (mini disc long play) x5 CD changer Net Mini Disc x3 CD changer Mini Disc CD writer double cassette deck cassette deck radio FM tuner auto reverse 32 station presets and station display 25
  25. 25. AiwaCons 4.5 below the line icons continued 100 watt output 180 watt output graphic equaliser triple woofer Dolby Digital twin drive woofer 3 frequency levels ATRAC3 remote commander V2 karaoke memory stick bluetooth hard disk drive audio compression controls BMZ and MP3 files on your PC anti skip 1 push download USB port wireless / IEEE802.11b connects to your PC to play MP3 files the full icon catalogue can be downloaded from www.aiwa-ads.com. 26
  26. 26. colours 4.6 below the line Pantone 267c Pantone 372c Pantone 110c the AiwaCon colour palette consists of Pantone 2905c Pantone Process Magenta Pantone 675c 12 different colour-ways made from 2 colours to be used in below the line work. each colour-way has been selected for maximum legability and impact. Pantone Process Magenta Pantone 389c Pantone 300c Pantone 485c Pantone 109c Pantone 109c colour-ways may not be mixed. for ease of reference, each colour-way has been given a name. Pantone 158c Pantone 146c Pantone 2905c None White Pantone 389c Pantone 146c 27 Pantone 290c Pantone 5773c Pantone 182c Pantone 2925c Pantone 485c Pantone 7401c
  27. 27. colours 4.6 below the line in its simplest form the spectrum is broken R B Pantone 267c Pantone 110c Pantone 372c Pantone 2905c Pantone 675c Pantone Process Magenta up into 3 primary colours. all AiwaCon colour-ways have been selected to sit within these 3 primary groups. Pantone Process Magenta Pantone 389c Pantone 300c Pantone 109c Pantone 485c Pantone 109c below the line once you've chosen a colour-way, you may only 2 colour AiwaCons use the colour combination within it. example of what not to do: Pantone 158c Pantone 146c Pantone 2905c None White Pantone 389c Pantone 146c incorrect you may not mix your own colours. Pantone 158c Pantone 182c Pantone 290c Pantone 5773c Pantone 5773c Pantone 485c Pantone 2925c Pantone 7401c 28
  28. 28. colours 4.6 below the line Pantone 110c Pantone 182c Pantone 158c Pantone Process Magenta Pantone 675c Pantone 485c None White Pantone 109c Rex Rudolph Rusty Randy 29
  29. 29. colours 4.6 below the line Pantone 389c Pantone 146c Pantone 5773c Pantone 372c Pantone 7401c Pantone 485c Pantone 389c Pantone Process Magenta Yvonne Yazz Yak Yu 30
  30. 30. colours 4.6 below the line Pantone 300c Pantone 2905c Pantone 290c Pantone 267c Pantone 109c Pantone 146c Pantone 2925c Pantone 2905c Bill Bert Babs Belinda 31
  31. 31. wallpaper pallette colours 4.7 below the line when using wallpaper and / or a descriptor box on point of sale, (see next page for explanation of these terms) Pantone 267c Pantone 2905c Pantone 110c Pantone 675c Pantone 372c Pantone Process Magenta Pantone 182c Pantone 485c we suggest only 6 of the colour-ways may be used. wallpaper the background colour of the wallpaper must be the icon colour from the AiwaCon. Pantone Process Magenta Pantone 109c Pantone 389c Pantone 485c Pantone 300c Pantone 109c Pantone 5773c Pantone 7401c the peppering colour of the wallpaper must be a 50% tint of the background colour. we suggest only 6 of the 12 colour-ways may be used. these are the most legible and have the biggest impact. descriptor box Pantone 158c None White Pantone 146c Pantone 389c Pantone 2905c Pantone 146c Pantone 290c Pantone 2925c the text in the descriptor box must be black. the icons in the descriptor box and the URL icon colour body colour must be the body colour of the AiwaCon - see example. Pantone 389c Pantone 146c Pantone 389c 50% descriptor line goes here.jax body colour any additional information relating to dscriptor line above. icon descriptor some more info on this feature xxxxxxx xxxxxx xx. Pantone 146c icon descriptor some more info on this feature xxxxxxx xxxxxx. icon descriptor some more info on this feature xxxxxxx xxxxx. icon colour £289RRP Pantone 389c Legal stuff etc. etc. should be in here xxxxxxxx xxxxxxxxxx xxxxxxxx xx xxx xxx xxxxxxx xxx xxxxx xxxxxx xxxxx xx x xxxxxxxxx x xxxxxxxxxxxx xxxxxx x xxxxxxxx xxxxx xxx xxxxxxx x xxxxx xxx x aiwa.com 32
  32. 32. 5. below the line point of sale this section introduces you to all elements in point of sale and guidelines how to reproduce these elements for your own market designs. language used. 5.1 Aiwa logotype (exclusion zones and min size). 5.2 AiwaCon (exclusion zones and min size). 5.3 descriptor panel (exclusion zones, min size and icon colours). 5.4 product photography (exclusion zones, min size and keylines). 5.5 wallpaper. 5.6 33
  33. 33. below the line 5.1 language used over the following pages are examples of point of sale material. all dimensions, minimum sizes and exclusion zones should be adheared to where possible. we suggest that you include the following elements. In below the line communications, the elements: Aiwa logotype AiwaCon descriptor panel product photography background wallpaper typography url descriptor line goes here.jax any additional information relating to dscriptor line above. icon descriptor some more info on this feature xxxxxxx xxxxxx xx. icon descriptor some more info on this feature xxxxxxx xxxxxx. icon descriptor some more info on this feature xxxxxxx xxxxx. £289 RRP Legal stuff etc. etc. should be in here xxxxxxxx xxxxxxxxxx xxxxxxxx xx xxx xxx xxxxxxx xxx xxxxx xxxxxx xxxxx xx x xxxxxxxxx x xxxxxxxxxxxx xxxxxx x xxxxxxxx xxxxx xxx xxxxxxx x xxxxx xxx x aiwa.com 34
  34. 34. below the line 5.2 Aiwa logotype exclusion zones & minimum size the minimum exclusion zone between the Aiwa logotype and any other element must be at least X when X = X height of the Aiwa characters. character length (l) X X X X x height x height x height X X 10mm X X For ease of recognition a minimum size for reproduction of the Aiwa logotype has been set at 10mm. = the exclusion zone 35
  35. 35. below the line 5.2 Aiwa logotype exclusion zones continued the minimum exclusion zone between the Aiwa logotype and any other element must be at least X when X = X height of the Aiwa characters. correct incorrect the minimum exclusion zone of the Aiwa logotype is not respected the minimum exclusion zone ofthe Aiwa logotype is respected. and the logotype has been cropped. 36
  36. 36. below the line 5.3 AiwaCon exclusion zones & minimum size the minimum exclusion zone between the key line of the AiwaCon and any other element should be at least 1/2Y. or X when X = the width of the key line. Y = the diameter of the central disc of an AiwaCon. 1/2 Y 1/2 Y Y Y bottom left top right x x Y x x Y Y 30mm for ease of recognition a minimum size for reproduction of the AiwaCon has been set at 30mm. = the exclusion zone 37
  37. 37. below the line 5.3 AiwaCon exclusion zones continued the minimum exclusion zone between the AiwaCon and any other element should be at least 1/2Y. Y = the diameter of the central disc of an AiwaCon. correct incorrect the minimum exclusion zone between the AiwaCon and the bodycopy is respected the minimum exclusion zone between the AiwaCon and the bodycopy is not respected and the AiwaCon has been cropped. 26 38
  38. 38. below the line 5.4 descriptor panel exclusion zones & minimum size & colour of icons we suggest that the following is the best way to display the copy. X = NN of the same font & size of the descriptor line. the minimum exclusion zone between the descriptor panel and any other element should be at least X where possible when X = the distance from the edge to the text on the left hand side. x minimum pt. sizes. 14pt. descriptor line goes here.jax x x descriptor line goes here.jax 7pt. any additional information relating to dscriptor line above. any additional information relating to dscriptor line above. 6pt. icon descriptor some more info on this feature xxxxxxx xxxxxx xx. icon descriptor some more info on this feature xxxxxxx xxxxxx xx. 6pt. icon descriptor some more info on this feature xxxxxxx xxxxxx. x icon descriptor some more info on this feature xxxxxxx xxxxxx. 6pt. icon descriptor some more info on this feature xxxxxxx xxxxx. icon descriptor some more info on this feature xxxxxxx xxxxx. 12pt 6pt. £289RRP £289RRP Legal stuff etc. etc. should be in here xxxxxxxx xxxxxxxxxx xxxxxxxx xx xxx xxx xxxxxxx xxx xxxxx xxxxxx xxxxx xx x xxxxxxxxx x xxxxxxxxxxxx xxxxxx x xxxxxxxx xxxxx xxx xxxxxxx x xxxxx xxx x 4pt. Legal stuff etc. etc. should be in here xxxxxxxx xxxxxxxxxx xxxxxxxx xx xxx xxx xxxxxxx xxx xxxxx xxxxxx xxxxx xx x xxxxxxxxx x xxxxxxxxxxxx xxxxxx x xxxxxxxx xxxxx xxx xxxxxxx x xxxxx xxx x 14pt. aiwa.com aiwa.com x = the exclusion zone 80mm for ease of recognition a minimum size for reproduction of the descriptor panel has been set at 80mm. 39
  39. 39. below the line 5.4 descriptor panel exclusion zones continued the minimum exclusion zone between the key line of the Aiwa logotype and any other element should be at least X where possible when X = the distance from the edge to the text on the left hand side. descriptor line goes here.jax any additional information relating to dscriptor line above. icon descriptor some more info on this feature xxxxxxx xxxxxx xx. descriptor line goes here.jax icon descriptor some more info on this feature xxxxxxx xxxxxx. icon descriptor some more info on this feature xxxxxxx xxxxx. any additional information relating to dscriptor line above. £289RRP icon descriptor some more info on this feature xxxxxxx xxxxxx xx. Legal stuff etc. etc. should be in here xxxxxxxx xxxxxxxxxx xxxxxxxx xx xxx xxx xxxxxxx xxx xxxxx xxxxxx xxxxx xx x xxxxxxxxx x xxxxxxxxxxxx xxxxxx x xxxxxxxx xxxxx xxx xxxxxxx x xxxxx xxx x icon descriptor some more info on this feature xxxxxxx xxxxxx. aiwa.com icon descriptor some more info on this feature xxxxxxx xxxxx. £289RRP Legal stuff etc. etc. should be in here xxxxxxxx xxxxxxxxxx xxxxxxxx xx xxx xxx xxxxxxx xxx xxxxx xxxxxx xxxxx xx x xxxxxxxxx x xxxxxxxxxxxx xxxxxx x xxxxxxxx xxxxx xxx xxxxxxx x xxxxx xxx x aiwa.com descriptor line goes here.jax any additional information relating to dscriptor line above. icon descriptor some more info on this feature xxxxxxx xxxxxx xx. icon descriptor some more info on this feature xxxxxxx xxxxxx. icon descriptor some more info on this feature xxxxxxx xxxxx. £289RRP Legal stuff etc. etc. should be in here xxxxxxxx xxxxxxxxxx xxxxxxxx xx xxx xxx xxxxxxx xxx xxxxx xxxxxx xxxxx xx x xxxxxxxxx x xxxxxxxxxxxx xxxxxx x xxxxxxxx xxxxx xxx xxxxxxx x xxxxx xxx x aiwa.com descriptor line goes here.jax any additional information relating to dscriptor line above. icon descriptor some more info on this feature xxxxxxx xxxxxx xx. icon descriptor some more info on this feature xxxxxxx xxxxxx. icon descriptor some more info on this feature xxxxxxx xxxxx. £289RRP Legal stuff etc. etc. should be in here xxxxxxxx xxxxxxxxxx xxxxxxxx xx xxx xxx xxxxxxx xxx xxxxx xxxxxx xxxxx xx x xxxxxxxxx x xxxxxxxxxxxx xxxxxx x xxxxxxxx xxxxx xxx xxxxxxx x xxxxx xxx x Legal stuff etc. etc. should be in here xxxxxxxx xxxxxxxxxx xxxxxxxx xx xxx xxx xxxxxxx xxx xxxxx xxxxxx xxxxx xx x xxxxxxxxx x xxxxxxxxxxxx xxxxxx x xxxxxxxx xxxxx xxx xxxxxxx x xxxxx xxx x xxxxxxxx xxxxxxx xxxxxxxxxxxx x xxxxxxxxxxx xxxxxxx xxxxxxx xxxx xxxxxxx x x xxxxx xxx xxx aiwa.com correct incorrect the minimum exclusion zone of the descriptor panel is respected the minimum exclusion zone of the descriptor panel is not respected and the panel has been cropped. 40
  40. 40. below the line 5.5 product photography exclusion zones & minimum size & key lines the minimum exclusion zone between the key line of the product photograph and any other element should be at least X where possible when X = the width of the key line. the key line = 1/15 of the longest dimension of the product photographed. x x x x 80mm = 1/15 for ease of recognition a minimum size for reproduction of the product (including the key line) = the exclusion zone has been set at 80mm. 41
  41. 41. below the line 5.5 product photography exclusion zones continued the minimum exclusion zone between the key line of the product photograph and any other element should be at least X where possible when X = the width of the key line. descriptor line goes here.jax any additional information relating to dscriptor line above. descriptor line goes here.jax icon descriptor some more info on this feature xxxxxxx xxxxxx xx. any additional information relating to dscriptor line above. icon descriptor some more info on this feature xxxxxxx xxxxxx. icon descriptor some more info on this feature xxxxxxx xxxxxx xx. icon descriptor some more info on this feature xxxxxxx xxxxx. icon descriptor some more info on this feature xxxxxxx xxxxxx. £289RRP icon descriptor some more info on this feature xxxxxxx xxxxx. Legal stuff etc. etc. should be in here xxxxxxxx xxxxxxxxxx xxxxxxxx xx xxx xxx xxxxxxx xxx xxxxx £289RRP xxxxxx xxxxx xx x xxxxxxxxx x xxxxxxxxxxxx xxxxxx x xxxxxxxx xxxxx xxx xxxxxxx x xxxxx xxx x Legal stuff etc. etc. should be in here xxxxxxxx xxxxxxxxxx xxxxxxxx xx xxx xxx xxxxxxx xxx xxxxx aiwa.com xxxxxx xxxxx xx x xxxxxxxxx x xxxxxxxxxxxx xxxxxx x xxxxxxxx xxxxx xxx xxxxxxx x xxxxx xxx x aiwa.com Legal stuff etc. etc. should be in here xxxxxxxx xxxxxxxxxx xxxxxxxx xx xxx xxx xxxxxxx xxx xxxxx xxxxxx xxxxx xx x xxxxxxxxx x xxxxxxxxxxxx xxxxxx x xxxxxxxx xxxxx xxx xxxxxxx x xxxxx xxx x incorrect xxxxxxxx xxxxxxx xxxxxxxxxxxx x xxxxxxxxxxx xxxxxxx xxxxxxx xxxx xxxxxxx x x xxxxx xxx xxx correct the minimum exclusion zones of both elements has been respected. even though the minimum exclusion zone of either the descriptor panel or the product photography exclusion zones have overlapped; the objects have not. is not respected and the elements have overlapped. 42
  42. 42. below the line 5.6 wallpaper colour combinations wallpaper each below the line AiwaCon is made from 2 colours. Pantone 5773c Pantone 298c Pantone 109c Pantone 5773c 50% Pantone 298c 50% Pantone 109c 50% the wallpaper used below the line is made from one of these colours. use the same colour as has been used to colour the icons on your AiwaCon and a 50% tint of the same colour to create the wallpaper. (see examples) Pantone 389c Pantone 508c Pantone 146c Pantone 389c 50% Pantone 146c 50% Pantone 508c 50% the template for the wallpaper is supplied as master artwork and is non-editable. Pantone 146c Pantone 389c Pantone 267c Pantone 2905c Pantone 389c Pantone 389c 50% Pantone 2905c Pantone 2905c 50% a series/portrait banner example banner master artwork template 43
  43. 43. 6. typography this section introduces you to the chosen Aiwa font. If your local market does not use roman fonts please find a close match in your format. the shaker font is not free and all 3rd parties must purchase this font. introduction to shaker. 6.1 heading and positioning recommendations. 6.2 ligatures. 6.3 44
  44. 44. typography 6. 1 Aiwa font is shaker regular. the new brand does not encourage the use of text. abcdefghijklmnopqrstuvwxyx text should be used sparingly and concisely. 1234567890 an important part of the visual style is the exclusive use of lower case characters. shaker regular light upper case should only be used in alpha numerical product names - BMZ K7. abcdefghijklmnopqrstuvwxyx other exceptions are proper names, place names, countries and company names - Aiwa always has an initial capital. 1234567890 AiwaCon should always have an initial A and C as shown throughout shaker regular this document. abcdefghijklmnopqrstuvwxyx if your local market does not use roman fonts please find a close match in your format. 1234567890 shaker is not a free font. all third party agencies must purchase this font from shaker regular bold www.typography.net Aiwa and Sony offices should already have the shaker font installed. it is your responsibility to ensure that you have a licensed version of this font. NB: for all Sony and Aiwa offices the Shaker font will not be available on the AMS until the end of week commencing 21/07/03. 45
  45. 45. typography 6. 2 headings/positioning recommendations the descriptor texts are made up of 5 elements. the descriptor line is shaker regular bold, lower case. the additional descriptor is shaker regular, descriptor line goes here.jax lower case. It is 30% smaller than the descriptor. so if the descriptor is 100 pt. then this information is 30pt, and similarly if the headline is 200pt then this information any additional information relating to descriptor line above. would be 60pt. and so on. icon descriptor some more info on this feature xxxxxxx xxxxxx xx. the icon descriptor is shaker regular bold and is 20% smaller than the descriptor. icon descriptor some more info on this feature xxxxxxx xxxxxx. any additional info. should be in regular shaker icon descriptor some more info on this feature xxxxxxx xxxxx. (20pt. and 40pt. in the example outlined above). £289RRP the price is shaker regular bold, lower case. It is 30% smaller than the descriptor. Legal stuff etc. etc. should be in here xxxxxxxx xxxxxxxxxx xxxxxxxx xx xxx xxx xxxxxxx xxx xxxxx (30pt or 60pt in the example outlined above) xxxxxx xxxxx xx x xxxxxxxxx x xxxxxxxxxxxx xxxxxx x xxxxxxxx xxxxx xxx xxxxxxx x xxxxx xxx x RRP is in shaker regular. aiwa.com the legal text is shaker regular, upper and lower. It is 10% smaller than the descriptor. (10pt or 20pt in the example outlined above). = the exclusion zone the URL is shaker regular lower case. it is 40% smaller than the descriptor. (40pt or 80pt in the example outlined above). don't change and distort the headline fonts. none of these text items should be used in italics. all text exist within the descriptor pannel. 46
  46. 46. typography 30 = maximum character length for descriptor line 6. 2 headings/positioning recommendations The descriptor line : this distance may be NNNNdescriptor line goes here.jax calculated using upper case 'N' of the same size, weight and typeface. any additional information relating to descriptor line above. NN NN icon descriptor some more info on this feature xxxxxxx xxxxxx xx. NN icon descriptor some more info on this feature xxxxxxx xxxxxx. all other texts are left aligned to this line. NN icon descriptor some more info on this feature xxxxxxx xxxxx. £289RRP Legal stuff etc. etc. should be in here xxxxxxxx xxxxxxxxxx xxxxxxxx xx xxx xxx xxxxxxx xxx xxxxx xxxxxx xxxxx xx x xxxxxxxxx x xxxxxxxxxxxx xxxxxx x xxxxxxxx xxxxx xxx xxxxxxx x xxxxx xxx x aiwa.com The descriptor icons: these should be placed on the centre of the disc NN. = the exclusion zone NN NNdescriptor line goes here.jax NN NN NN any additional information relating to descriptor line above. NN icon descriptor some more info on this feature xxxxxxx xxxxxx xx. Mini Disc icon descriptor some more info on this feature xxxxxxx xxxxxx. NN Dolby Digital icon descriptor some more info on this feature xxxxxxx xxxxx. £289RRP NN 100 Watt Output Legal stuff etc. etc. should be in here xxxxxxxx xxxxxxxxxx xxxxxxxx xx xxx xxx xxxxxxx xxx xxxxx xxxxxx xxxxx xx x xxxxxxxxx x xxxxxxxxxxxx xxxxxx x xxxxxxxx xxxxx xxx xxxxxxx x xxxxx xxx x aiwa.com = the exclusion zone 47
  47. 47. typography 6. 2 headings/positioning recommendations when the URL address will not fit in the primary descriptor panel please use the secondary descriptor panel primary descriptor panel secondary descriptor panel descriptor line goes here.jax descriptor line goes here.jax any additional information relating to dscriptor line above. any additional information relating to dscriptor line above. icon descriptor some more info on this feature xxxxxxx xxxxxx xx. icon descriptor some more info on this feature xxxxxxx xxxxxx xx. icon descriptor some more info on this feature xxxxxxx xxxxxx. icon descriptor some more info on this feature xxxxxxx xxxxxx. icon descriptor some more info on this feature xxxxxxx xxxxx. icon descriptor some more info on this feature xxxxxxx xxxxx. £289RRP £289RRP Legal stuff etc. etc. should be in here xxxxxxxx xxxxxxxxxx xxxxxxxx xx xxx xxx xxxxxxx xxx xxxxx Legal stuff etc. etc. should be in here xxxxxxxx xxxxxxxxxx xxxxxxxx xx xxx xxx xxxxxxx xxx xxxxx xxxxxx xxxxx xx x xxxxxxxxx x xxxxxxxxxxxx xxxxxx x xxxxxxxx xxxxx xxx xxxxxxx x xxxxx xxx x xxxxxx xxxxx xx x xxxxxxxxx x xxxxxxxxxxxx xxxxxx x xxxxxxxx xxxxx xxx xxxxxxx x xxxxx xxx x aiwa.com aiwa.com/australia the URL should always be centred in the space provided. 48
  48. 48. typography 6.2 headings/positioning recommendations continued descriptor line goes here.jax descriptor line goes here.jax any additional information relating to descriptor line above. any additional information relating to descriptor line above. icon descriptor some more info on this feature xxxxxxx xxxxxx xx. icon descriptor some more info on this feature xxxxxxx xxxxxx xx. icon descriptor some more info on this feature xxxxxxx xxxxxx. icon descriptor some more info on this feature xxxxxxx xxxxxx. icon descriptor some more info on this feature xxxxxxx xxxxx. icon descriptor some more info on this feature xxxxxxx xxxxx. aiwa.com £289RRP £289RRP Legal stuff etc. etc. should be in here xxxxxxxx xxxxxxxxxx xxxxxxxx xx xxx xxx xxxxxxx xxx xxxxx Legal stuff etc. etc. should be in here xxxxxxxx xxxxxxxxxx xxxxxxxx xx xxx xxx xxxxxxx xxx xxxxx xxxxxx xxxxx xx x xxxxxxxxx x xxxxxxxxxxxx xxxxxx x xxxxxxxx xxxxx xxx xxxxxxx x xxxxx xxx x xxxxxx xxxxx xx x xxxxxxxxx x xxxxxxxxxxxx xxxxxx x xxxxxxxx xxxxx xxx xxxxxxx x xxxxx xxx x aiwa.com aiwa.com try not to change the alignment of each element. try not to reverse the whole descriptor panel. Legal stuff etc. etc. should be in here xxxxxxxx xxxxxxxxxx xxxxxxxx xx xxx xxx xxxxxxx xxx xxxxx xxxxxx xxxxx xx x xxxxxxxxx x xxxxxxxxxxxx xxxxxx x xxxxxxxx xxxxx xxx xxxxxxx x xxxxx xxx x descriptor line goes here.jax £289RRP any additional information relating to descriptor line above. icon descriptor some more info on this feature xxxxxxx xxxxxx xx. any additional information relating to descriptor line above. icon descriptor some more info on this feature xxxxxxx xxxxxx. icon descriptor some more info on this feature xxxxxxx xxxxxx xx. icon descriptor some more info on this feature xxxxxxx xxxxx. icon descriptor some more info on this feature xxxxxxx xxxxxx. £289RRP icon descriptor some more info on this feature xxxxxxx xxxxx. Legal stuff etc. etc. should be in here xxxxxxxx xxxxxxxxxx xxxxxxxx xx xxx xxx xxxxxxx xxx xxxxx descriptor line goes here.jax xxxxxx xxxxx xx x xxxxxxxxx x xxxxxxxxxxxx xxxxxx x xxxxxxxx xxxxx xxx xxxxxxx x xxxxx xxx x aiwa.com aiwa.com try not to reverse the alignement of each element. try not to reverse the alignement of each element. 49
  49. 49. typography 6.3 ligatures fifl shaker regular light fifl When using shaker always make sure that you are using all the available ligatures. Use fractions where possible. shaker regular fifl shaker regular bold 50
  50. 50. 7. design templates point of sale this section provides you with suggested templates you could use in your countries. artwork is available on AMS to help you construct the wallpaper, all other elements, we have provided guidelines to help you construct the additional elements to suit your market. banner. 7.1 boomerang. 7.2 wobbler. 7.3 7.4 portrait poster. 7.5 wallpaper. 7.6 AiwaCons. 51

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