This document provides guidelines for creating marketing communications using the Aiwa brand identity. It includes sections on the Aiwa logotype, imagery, AiwaCons, typography, design templates and below the line guidelines. The AiwaCon is introduced as a visual way to represent product specifications using icons connected to a central computer icon. Guidelines are provided on building AiwaCons, including available icon options and rules for different media. Templates and examples demonstrate proper usage of brand elements.

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 3. imagery
product photography suggestion
15

16. 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

17. 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

18. 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

19. 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

20. 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

21. 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

22. 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

23. 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

24. 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

25. 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

26. 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

27. 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

28. 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

29. 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

30. 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

31. 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

32. 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

33. 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

34. 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

35. 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

36. 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

37. 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

38. 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

39. 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

40. 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

41. 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

42. 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

43. 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

44. 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

45. 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

46. 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

47. 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

48. 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

49. 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

50. 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

51. 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