Sony Ericsson Creative Guidleines P810

CREATIVE GUIDELINES
Version 1.0

Introduction
Guiding Principles
Tone of Voice
Above the Line
Below the Line
TV
CONTENTS
1

As our industry gets more and more complex and confusing, Sony Ericsson wants to simplify
the product offering and communication, allowing the product to stand proud.
This information illustrates how key elements will be used in advertising materials to
demonstrate a Sony Ericsson style and create greater consistency as a brand.
This is NOT a completely fixed advertising template, but there are definite rules regarding
core elements, such as photographic style and use of the Sony Ericsson logotype that must
be followed to start to build a Sony Ericsson style.
INTRODUCTION
2

1. The product is the hero. It is the centre of everything we produce and must be the
focus of all communication. The core benefit of the product must always be focused on.
2. All communications must illustrate one of the three core areas of the Sony Ericsson
Application focus:
• Imaging / Messaging
• Entertainment (Music / Gaming)
• Connectivity
3. Respect must always be paid to the Sony Ericsson Logotype. It must always be
reproduced faithfully using master artwork and following the principles as laid out in
these guidelines and in the Sony Ericsson Identity Guidelines.
GENERAL GUIDING
PRINCIPLES
3
WITHTHE NEW SONY ERICSSON T610
t-six-ten.com
sonyericsson.com/p800
to full personal organiser capabilities,
and a memory stick to give you all
the bytes you need. You can even
view e-mail attachments on your
phone. So not only does it keep your
life in order, it keeps you entertained
too. In fact, it’s the only piece of kit
you’re ever going to need.
If you want to up your game, look
no further than the P800 smartphone.
It carries all the latest technology
from top of the range digital camera
Lateral thinking. P800 smartphone.

‘Simplicity’ has become even more important as a tone and visual manner for the
company.
Sony Ericsson needs to stand out from the crowd.
We started this company with an aim of challenging the industry ‘norms’.
This must be illustrated in visuals, which means a lack of clutter; simple clear
messages and a simple single idea.
TONE OF VOICE
4

Print
1 Photographic Style
2 The Sony Ericsson Logotype
3 Feature/Application Brands
4 Headlines
5 Feature Column
6 URL Placement
7 3rd Party logo placement
Please note: These guidelines should be used in combination with all of the basic Sony
Ericsson Identity guidelines, for reproduction of our logotype and basic corporate identity
rules.
ABOVE THE LINE
5

6
t-six-ten.com
THE NEW SONY ERICSSON T610
WITH
Simplicity in form, with sleek,
clean lines of high gloss black
and brushed aluminium, designed
to be tactile and responsive.
Simplicity in function, with
a built-in camera, snap-on-flash
and new QuickShare™
functionality that delivers an
intuitive imaging experience for
faster, easier image sharing.
QuickShare™ starts with a built-
in camera. Where it ends is up
to you.
• In-built camera with shutter
button • High Resolution
65,536 colour screen • MMS •
Bluetooth and Infra Red
Connectivity • Polyphonic Sound
with DJ melody Composer
• Easy-to-use menu with Joystick.
5
3
2
6
1
4
Photographic Style
The Sony Ericsson Logotype
Feature/Application Brands
Headlines
Feature Column
URL Placement6
5
4
3
2
1

7
t-six-ten.com
WITH
to you.
Photographic Style
Headlines
Feature Column
URL Placement6
5
4
3
2
1
5
3
2
6
1
4

Photographic Style
Headlines
Feature Column
URL Placement6
5
4
3
2
1
8
2
4
1
5
6

Sony Ericsson has 3 photographic categories:
• Product
• Screen Content / Application Support
• Inferred Lifestyle
PHOTOGRAPHIC STYLE
9

The product should be central to all photography and should be iconic.
The product is the hero - never demean or disfigure the product.
Lighting is essential to accentuate physical beauty and illustrate the Sony Ericsson
industrial design language.
MAIN PRODUCT SHOT
10

These images are never used as the hero image. They always appear in the body copy area.
Their function is to show:
• Accessories – ie flash on T610
• Applications - imaging, messaging, connectivity ie In-built Camera or Memory Stick on
P800, camera button on t610
• Colourways
They are always placed in the Feature Column on the print layout (see page 16 for details)
FEATURE COLUMN
PRODUCT SHOTS
11

PICTURES
Screen shots can be used to enhance the story and core benefits of the product in all print
executions. They can use humor and / or pictures that are not offensive. Richness in color
and definition is important, but should not exceed the products capability (if in any doubt a
statement can be placed on the advertisement stating that picture quality has been
enhanced).
MENU SCREENS
• Menu Screens should never be used with the main hero product shot
• The Menu Screens must be relevant to the communication message
The screens of the phones must never be blank.
SCREEN CONTENT
12

There are two elements of ‘Inferred Lifestyle’.
• Reflecting the lifestyle of the target consumer
• Showing the target consumer
When using talent in the second option, they must be attractive and aspirational, and they
must be illustrating the core feature/s of the product in relation to either Imaging /
Entertainment or Connectivity.
Any additional photography must always compliment the hero product and not fight with it.
INFERRED LIFESTYLE
13

SONY ERICSSON LOGOTYPE USAGE
The Logo must be reproduced faithfully. Always use master artworks when reproducing the
logotype and any of its elements. Please refer to the Sony Ericsson Corporate Identity
Guidelines for full usage instruction/colour etc.
• Never redraw or distort the logotype in any way
• Combination B of the Sony Ericsson logotype is the only approved combination to use
in advertising materials.
• The logotype must be placed on uncluttered neutral backgrounds, photographs or
pictures. See overleaf for examples of logo misuse
• Keep the isolation zone from any other graphical elements. Never combine the stylised
Name with anything else
• Minimum size for the Sony Ericsson logotype is 6mm for the Symbol and a minimum width
of the 10mm for the Stylised Name
SONY ERICSSON
LOGOTYPE
14
(Combination B)

SONY ERICSSON LOGOTYPE COLOUR
The Sony Ericsson logotype should always be displayed using one of the following colours:
• The liquid identity will only be represented in four colour CMYK
• The stylised name is reproduced in Pantone 431C which is the Sony Ericsson Grey
• For four colour CMYK print, simulate the Pantone 431C with 65% black
• When displaying the logotype independently, use one of the four corporate colours
indicated below.
SONY ERICSSON
LOGOTYPE
16
PANTONE 431C (SE GRAY) PANTONE 877C (SILVER)PANTONE BLACKPANTONE 343C (SE GREEN)WHITE

SONY ERICSSON LOGOTYPE PLACEMENT
The Sony Ericsson logotype should always be placed in the bottom left hand corner.
SONY ERICSSON
LOGOTYPE
17
t-six-ten.com
WITH
to you.
2
2

SONY ERICSSON LOGOTYPE SIZE
Print vs Poster
A print logo’s height should be roughly 5% of the overall
height of the ad e.g. x is 5% of y
The logo on a Poster should be at least 30% larger that
that on a press ad due to the shorter dwell time on the
creative.
SONY ERICSSON
LOGOTYPE
18
WITHTHE NEW SONY ERICSSON T610
t-six-ten.com
THE NEW SONY ERICSSON T610 WITH
t-six-ten.com
Press DPS - 100%
48-Sheet Poster
t-six-ten.com
6-Sheet Poster
t-six-ten.com
WITH
to you.
Press Single Page - 100%
x
y

Feature/Application based logos are a new introduction to Sony Ericsson Advertising.
The first of these is QuickShare™ and has been developed to promote the uptake and
functionality of our premium imaging products.
In the future additional feature brands may evolve and will also be utilised in the same manner
with the same strict guidelines policy.
Feature logos must always be utilised in the copy where applicable
Feature Brands/Quickshare
Each Feature brand will have different guidelines. Below is an example using Quickshare.
• The QuickShare logo must be reproduced from master artwork.
• The QuickShare logo can be used in both positive and negative imprinting.
• The QuickShare logo should never be used in combination with other letters, designs,
symbols or logos. It must be used independently.
• The QuickShare logo must never be larger than the Sony Ericsson logotype.
• It is recommended to use a neutral color (black / white / grey / silver) and should always
be in a single color.
• The isolation zone should conform to the specifications shown
For examples of incorrect use, see next page
x
x
x
x
x
x
x
x
x
x
FEATURE/APPLICATION
BRANDS
19
t-six-ten.com
to you.
3

20
EXAMPLES OF FEATURE/APPLICATION BRANDS MISUSE

HEADLINES
• Print and poster ads must always include a Headline.
• Headlines must be set in Eurostile Regular.
• Headlines must be in proportion to other elements in ad (see examples).
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
01234567890
• Headlines must not be in italics.
• Do not adapt or distort the Headline font.
21
HEADLINE HEADLINE
P800 Headline
T610 Headline
4
WITH
THE NEW SONY
ERICSSON T610
t-six-ten.com
WITH
t-six-ten.com

The Feature column contains the following elements:
A Close up Product Shots
B Feature Logo/Application Brands
C Body Copy
You can include screen shots, close ups or photos to show additional colours and
accessories. However, these must be incorporated into the Feature Column.
FEATURE COLUMN
22
t-six-ten.com
to you.
5

FEATURE COLUMN CLOSE-UP PHOTOGRAPHY
No photographs may exceed the alignment of the feature column. See page 8 for details.
FEATURE COLUMN – FEATURE BRAND
It is recommended that all Feature Brands be placed in the Feature column.
The combination of the Feature logo, Body Copy and Close up Product shots highlight the
core benefits of the product.
The column should always be set on the right edge of the page with a wide enough measure
to display the product shots at an acceptable size
B
A
FEATURE COLUMN
23
t-six-ten.com
WITH
to you.
A A
B

BODY COPY
• Body Copy should be used in the advertising where appropriate ie where more
explanation of product features is required and the advertising environment is correct.
• Body Copy is set in upper and lower case Helvetica.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
• Print and Poster ads can appear with Headline only without Body Copy.
martphone.
C
FEATURE COLUMN
24
C

The URL should sit on the same baseline as the text on the Sony Ericsson logo, ranging right
with the feature columnURL USAGE
25
t-six-ten.com
to you.
6

If Partner logos are to be used, they should either:
Multiple Partners sit outside the main design, in a white panel along the
bottom, with the panel being at least 15mm deep and cover the width of the ad.
Single Partners sit on the same baseline as the logo on the opposite side on
a neutral area of the background image.
B
A
PARTNER LOGO
PLACEMENT
26
t-six-ten.com
Stockist Example Name
123 The High Street
Sometown
Country
Phone +44 234 5678
123 The High Street
Sometown
Country
Phone +44 234 5678
123 The High Street
Sometown
Country
Phone +44 234 5678
123 The High Street
Sometown
Country
Phone +44 234 5678
123 The High Street
Sometown
Country
Phone +44 234 5678
t-six-ten.com
Now available on Vadaphone live!
A B

POINT OF SALE
POS materials should be illustrative of the ATL idea into retail.
Where appropriate, and aiming for consistency, the Sony Ericsson Logotype must be placed
in the bottom left corner at all times.
The relevant URL address must be placed in the bottom right corner.
When the words Sony Ericsson are written on materials, it is acceptable to not use the Sony
Ericsson Logotype as well.
Point of sale materials should retain a high level of simplicity, clarity and elegance of design
across every item.
Co-op materials will be determined by local market offices and there local market operator.
BUT - operator logos should always be visually aligned to the centre of the Sony Ericsson
logo.
The operator logos should never appear larger than the Sony Ericsson logo.
Headlines are set in Eurostile Regular and should appear in a contrasting manner to a strong
background. For example:
White in Black
Black on Silver
Black on White
Body copy is set in Helvetica Neue Roman.
When producing POS items, please ensure the products being illustrated are printed actual
size wherever possible.
BELOW THE LINE
27

POINT OF SALE (continued)
Point of sale materials should follow all the basic Brand Guidelines at all times.
Combination B of the Logotype is the standard.
Only when the size justifies it can Combination A be used.
Combination BCombination A
28
THE
NEW
T610
TM
THE NEW
SONY ERICSSON
T610
WITH

GENERAL PRINCIPLES FOR TV PRODUCTION
The same guiding principles for print apply to TV advertising.
The product is the hero. Never demean or disfigure the product. It is the centre of everything
we produce and must be the focus of all communication. The core benefit of the product must
always be focused on.
All communications must illustrate one of the three core areas of the Sony Ericsson
Application focus:
• Imaging / Messaging
• Entertainment (Music / Gaming)
• Connectivity
‘Simplicity’ has become even more important as a tone and visual manner for the TV
advertising.
Sony Ericsson needs to stand out from the crowd.
The casting process needs to follow Industry Standard Advertising Council Guidelines in
regards to Ethnicity, Gender, Sexual Orientation,
TV
29

LOGO ANIMATION
All Television productions MUST finish on the approved 1.5 seconds or 3 seconds animated
brand sequence
There are no regional animations of the Sony Ericsson logo to be made and incorporated into
the TV production outside of the specified materials provided.
When co-op advertising is produced, as paid for by Sony Ericsson, we must finish on the Sony
Ericsson brand presentation.
TV
30

SONY ERICSSON LOGOTYPE
The Logo must be reproduced faithfully. Always use master artworks when reproducing the
logotype and any of its elements.
Never redraw or distort the logotype in any way
Combination B of the Sony Ericsson logotype is the only approved combination to use in
advertising materials.
The logotype must be placed on uncluttered neutral backgrounds, photographs or pictures.
Keep the isolation zone from any other graphical elements. Never combine the stylised Name
with anything else.
Minimum size of the Sony Ericsson logotype is 6mm for the Symbol and a minimum width of
10mm for the Stylised Name
Please refer to the Sony Ericsson Identity Foundation literature in the Guidelines.
SONY ERICSSON LOGOTYPE COLORS
The Sony Ericsson logotype should always be displayed using one of the following colours;
The Liquid Identity will only be represented in four color CMYK.
The stylised name is reproduced in Pantone 431C which is the Sony Ericsson grey.
For four color CMYK print, stimulate the Pantone 431C by substituting it with 65% black.
When displaying the logotype independently, use one of the four corporate colours indicated
below
SONY ERICSSON LOGOTYPE PLACEMENT
The Sony Ericsson logotype should always sits in the bottom left.
BACKGROUND
Any additional photography must always
compliment the hero product and not fight with
it.
MATERIAL
The background may simply reflect the
materials of the phone or be of a more graphic
nature.
INFERRED LIFESTYLE
There are two elements of ‘Inferred Lifestyle’.
Reflecting the lifestyle of the target consumer
Showing the target consumer
When using talent in the second option, they
must be attractive and aspirational, and they
must be illustrating the core feature/s of the
product in relation to either Imaging /
Entertainment or Connectivity.
<#>

PRINT VS POSTER
The logo on a Poster ad should be x% larger do to the shorter dwell time on the creative
Studio to recommend
SONY ERICSSON LOGOTYPE SIZE
<#>

specifications shown below.
The size of the QuickShare logo is indicated by height (h) as shown. It should never go below
10 mm in diameter.
It is recommended to use a neutral color (black / white / grey / silver) and should always be
in a single color.
FEATURE/APPLICATION
BRANDS
Feature/Application based logos are a new
introduction to Sony Ericsson Advertising.
The first of these is QuickShare™ and has
been developed to promote the uptake and
functionality of our premium imaging products.
In the future additional feature brands may
evolve and will also be utilised in the same
manner with the same strict guidelines policy.
Feature logos must always be utilised in the
copy where applicable
Feature Brands/Quickshare
Each Feature brand will have different
guidelines. This is an example using
Quickshare.
The QuickShare logo must be reproduced from
master artwork.
The QuickShare logo can be used in both
positive and negative imprinting.
The QuickShare logo should never be used in
combination with other letters, designs,
symbols or logos. It must be used
independently.
The QuickShare logo must never be larger than
the Sony Ericsson logotype.
The isolation zone should conform to the
<#>

FEATURE COLUMN
The Feature column contains the following elements
Feature Logo
Body Copy
Close up Product Shots
All additional product photography, you can include screen shots, close ups or photos to show
additional colours and accessories must be incorporated into the Feature Column.
FEATURE COLUMN CLOSE-UP PHOTOGRAPHY
Photographs / Images must be sized to fill the width of the Feature Column or as best fit.
No photographs may exceed the alignment of the feature column.
FEATURE COLUMN – FEATURE BRAND
It is recommended that all Feature Brands be placed in the Feature column.
The combination of the Feature logo, Body Copy and Close up Product shots highlight the
core benefits of the product.
Feature Column positioning
URL placement
Partner logo Placement
HEADLINES AND BODY
COPY
HEADLINES
Print and poster ads must always include
Headlines
Headlines must be set in UPPER and lower
case Eurostile Regular.
Headlines must not be in italics.
Do not adapt / or distort the headline font.
Print and Poster ads can appear with Headline
only without Body copy.
BODY COPY
Body Copy should be used in the advertising
where appropriate ie where more explanation of
product features is required and the advertising
environment is correct.
Body Copy is set in upper and lower case
Helvetica
Size of Typeface depends on the materials
being produced
<#>

should appear in a contrasting manner to a strong background. For example:
White in Black
Black on Silver
Black on White
Body copy is set in Helvetica Neue Roman.
When producing POS items, please ensure the products being illustrated are printed actual
size wherever possible.
BTL
POINT OF SALE
Point of sale materials should follow all the
basic Brand Guidelines at all times.
Combination B of the Logotype is the standard.
Only when the size justifies it can Combination
A be used.
POS materials should be illustrative of the ATL
idea into retail.
Where appropriate, and aiming for consistency,
the Sony Ericsson Logotype must be placed in
the bottom left corner at all times.
The relevant URL address must be placed in
the opposite corner, in the bottom ride corner.
When the words Sony Ericsson are written on
materials, it is acceptable to not use the Sony
Ericsson Logotype as well.
Point of sale materials should retain a high level
of simplicity, clarity and elegance of design
across every item.
Co-op materials will be determined by local
market offices and there local market operator.
BUT - operator logos should always be visually
aligned to the centre of the Sony Ericsson logo.
The operator logos should never appear larger
than the Sony Ericsson logo.
Headlines are set in Eurostile Regular and
<#>

There are no regional animations of the Sony Ericsson logo to be made and incorporated into
the TV production outside of the specified materials provided.
When co-op advertising is produced, as paid for by Sony Ericsson, we must finish on the Sony
Ericsson brand presentation.
The casting process needs to follow Industry Standard Advertising Council Guidelines in
regards to Ethnicity, Gender, Sexual Orientation,
TV
GENERAL PRINCIPLES FOR
TVPRODUCTION
The same guiding principles for print apply to
TV advertising.
The product is the hero. Never demean or
disfigure the product. It is the centre of
everything we produce and must be the focus
of all communication. The core benefit of the
product must always be focused on.
All communications must illustrate one of the
three core areas of the Sony Ericsson
Application focus:
Imaging / Messaging
Entertainment (Music / Gaming)
Connectivity
‘Simplicity’ has becomes even more important
as a tone and visual manner for the TV
advertising.
Sony Ericsson needs to stand out from the
crowd.
LOGO ANIMATION
All Television productions MUST finish on the
approved 1.5 seconds or 3 seconds animated
brand sequence
<#>

Sony Ericsson Creative Guidleines P810

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