1

electrolux brand identity principles

2009 core graphic elements
2
In working with Electrolux,
a widely known international
brand, adhering to its
direction and expression is
required.
Using this document
These principles are designed to make life
easier for anyone working with Electrolux, both in
consumer and professional sectors.
This document will provide guidance in
representing the Electrolux brand. Youll nd
information such as the correct placement of the
logo, use of the identier shape, applying the grid
system and formatting text, as well as helpful
examples of dos and donts.
Following these guidelines is critical to your
future success. It will enable all of us to present a
sharper, more consistent and differentiated image
to consumers. Please review these guidelines and
remember, consistency is the key.
Content
Introduction 2
Brand Usage 4
Identier Shapes 9
Grid System 10
Typography 12
Color Palette 13
Photography 14
electrolux Introduction
In working with one of the most widely known international brands, adhering to the overall direction and
expression of Electrolux is required. We at Electrolux Central Vacuum Systems recognize your need for
marketing materials and have developed several documents that follow guidelines established by Electrolux
corporate, reducing your cost and time spent in creating them. These marketing materials require only
translation of the text and are packaged ready for the printer. If you desire to produce additional materials, strict
adherence to these guidelines will help you create aesthetically pleasing documents and align with the direction
of the Electrolux brand.
3
The brand Identity principles and guidelines
provide you with a clear system to work within,
and contain all the basic information you need
for the creation of marketing materials. They are
the tools to build a consistent impression of the
Electrolux brand. By following these guidelines
we will all contribute to the building of a stronger,
more interesting and well-known brand. It is
essential to maintain a high level of integrity and
adherence to these guidelines in the use of the
Electrolux brand.
Our identity has to be clear and consistent
through every consumer experience of
Electrolux. We must offer smart and new
solutions to everyday problems, as well as a
design and personality that is distinctive. For
us to succeed, our products, the product
designs and marketing communications must
be expressions of that same idea. The graphic
identity is the most important element in this
process. As a standard, the components for
Electrolux marketing materials will be provided
by Electrolux Central Vacuum Systems (ECVS),
Webster City, Iowa. You will have the les
provided to you for translation and specic
publication. In the event that a tactical marketing
item is required for your market, please submit a
request for Electrolux Central Vacuum Systems
participation in such activity.
If you have any questions on materials or design
we are available to address your concerns.
The use of these guidelines and Electrolux
design style, logotype, identier shapes and
brand language are to be used for materials
containing Electrolux branded products
only. Marketing materials for other
products may use the Electrolux styling if
and only if they are placed with Electrolux
branded products and the material itself is
dominantly Electrolux.
If at any time we view improper use of the
Electrolux brand we will address these
issues with you immediately and expect full
cooperation on resolving any issue.
Brand Identity - Guidelines, Principles and Graphic Elements
electrolux Introduction
4
The Electrolux brand is - the voice that makes
a promise to consumers and professional users.
On products this is represented by Electrolux
logotype on its own, but in communications
material (advertising, brochures, web sites,
packaging, etc), the logotype should always be
combined with the global selling line Thinking of
you. The logotype, symbol and selling line are
used in color PMS 294 (C:100 M:56 Y:0 K:18)
or 100% black. If placed on a dark background
they are reversed and used in white.
Around the logotype there is an exclusion
zone, one square E-symbol wide. The logotype
exclusion zone is created using one and one half
square E-symbol, as shown below. In this zone
there should be no graphic elements other than
the background.
Brand usage
Black
Reversed/white
PMS 294 C:100 M:56 Y:0 K:18
Creating the exclusion zone
To protect the visual integrity of the logotype,
it should always be surrounded by an exclusion
zone. By this, we mean that no text or other
graphic elements may be placed inside this
predetermined area. Generally speaking, a
larger exclusion zone will create a stronger visual
impression.
The minimum zone is one square E-symbol
wide (example below). The area dened by the
frame represents the minimum distance from
the border of a paper or from other graphic
elements or texts. Wherever possible, there
should be even more space around the logotype
than that indicated by the exclusion zone. The
exclusion zone should be rigorously adhered to
in all applications.
electrolux brand usage
5 electrolux brand usage
In remaining consistent with the guidelines
provided by this document for the use of the
Electrolux brand, the logotypes shown below
ARE NOT available for use.
The Electrolux Central Vacuum Systems logo
is used only for communications coming from
ECVS. If ECVS is referred to, the name is to
be typed out as Electrolux Central Vacuum
Systems in the Helvetica Neue Lt Std font,
remaining consistent with paragraph and font
formatting used throughout your document.
The Electrolux corporate logo (the Electrolux
logo without the thinking of you selling line)
is used on product decals and corporate
communications only and is not available for
use.
Any use of these logos is strictly prohibited
and in the event the ECVS international
marketing department views use of
these, we will address the issue with you
immediately and expect full cooperation in
removing it.
Brand usage
Central Vacuum Systems
Central Vacuum Systems
*
* *
*
* These logos are not available for use. Use by any distributor/dealer is
strictly prohibited.
6
The Electrolux logotype with the Thinking of
You selling line or the Electrolux logo should not
be used to represent any particular company or
organization that engages in selling Electrolux
branded product. In all communication and
marketing material, the logotype should always
be clearly visible and of proper size. The
position of the logotype varies depending on the
media. It is important that the materials give a
consistent impression and that the consumer is
able to clearly and instantly identify the brand.
On brochures and similar printed material, the
Electrolux together with the selling line, are
printed in black or white on the front cover.
Correct use of logotype
Logotype Location
As a general rule, the logotype is positioned
in the upper left-hand corner of all brochures
and printed material. As regards to point-of
sales material and direct marketing material,
the logotype is to be positioned in the upper
left-hand or right-hand corner. Remember the
exclusion zone of the width of one E-symbol
when placing the logotype.
electrolux logotype
7
Logotype Dos and Donts
The Dos
Do use the E-symbol together with the
logotype - the E-symbol should never
appear alone.
Do use artwork that is provided by ECVS,
or contact the ECVS International Marketing
Department for ofcial artwork and/or
approval on design before publication.
Do follow the guidelines previously listed for
use of the selling line.
The Donts
Dont use any other colors than the
Electrolux Blue Pantone 294 (PMS 294
C:100 M: 56 Y: 0 K:18) or black. If reversed,
they are used in white.
Dont compress, stretch or modify the logo
type.
Dont create new organizational logotypes
that have Electrolux included.
Dont combine the Electrolux name with
another name, even your companys name.
You are provided access to the brand
for selling purposes and it should not be
interpreted or inferred as your company
name in any manner.
Dont create logos for the Electrolux brand,
individual products or product lines. Any
time a product is referred to, it should be in
Helvetica Neue LT Std font.
electrolux logotype
8
The Thoughtful Design Innovator.
Do you remember the last time you opened a
gift that made you say, Oh! How did you know?
Thats exactly what I wanted! Thats the kind
of feeling that we at Electrolux seek to evoke
in everyone who chooses or uses one of our
products. We devote time, knowledge, and a
great deal of thought to anticipating and creating
the kind of appliances that our customers really
need and want.
This kind of thoughtful care means innovating
with insight. Not design for designs sake, but
design for the users sake. For us, thoughtful
design means making appliances easier to use
and tasks more enjoyable to perform, freeing
our customers to experience the ultimate 21st
century luxury: ease of mind. Our aim is to make
this ease of mind more available to more people
in more parts of their everyday lives, all over the
world.
The Thinking of you promise from Electrolux
goes beyond meeting the needs of todays
consumers. It also means were committed
to making appliances safe for the environment
now and for future generations.
Electrolux. Thinking of you.
Share more of our thinking at
www.electrolux.com
electrolux supporting statement
The selling line and product line names are
to be used in English. Translations of the full
supporting statement must also adhere to the
following guidelines.
Any translations that are required locally must:
Be legally correct, as veried by local legal a.
counsel.
Not in any way alter the meaning of the text. b.
Not change product or product line names c.
or the selling line. These are not to be
translated and are to remain in English.
Be approved by the ECVS International d.
Marketing Department
In the event of any questions or doubt of
specics, contact ECVS International Marketing
Department.
Translations Electrolux brand supporting statement
The Electrolux brand supporting statement
should be included on the back cover of all
brochures (as space permits) and catalogues.
Note: the thoughtful design innovator
text was updated in 2008 to the text listed
below. Please reect this on all new
material and reprints.
9
The identier shape is one of the core elements
of the Electrolux visual expression. It signals
that Electrolux is not about square thinking.
It is designed to be used in most marketing
materials. Its design combines form and
function. This shape is also used to emphasize
certain products or themes, for example in
product brochures.
To create a dynamic and distinctive form that
is widely recognized and yet versatile, two
elements derived from ellipses are used and
combined with a white border. The identier
shape is the form achieved by the oval elements.
The examples below show the shapes to use.
While the exact size of the ellipses will vary
slightly depending on the different formats,
they should proportionally be no larger than the
dotted line, or smaller than the space dened
by the identier shape. The white borders are
important to achieve the shape and must not
be overlooked. You should never use any other
shapes than the ones provided by ECVS or
attempt to make one of your own.
The front cover of brochures and similar printed
material should have the ellipse identier shape
in a corner. The identier space is to be used
only for the product image (when in the bottom
right-hand corner only) or Electrolux logo and
selling line. Individual distributor logos or other
images are not to be placed in the identier
shape, but can be placed on the back cover in
the designated distributor contact information
space. The back cover design corresponds by
having the arch identier shape. On spreads,
use the identier shape with images and light
background colors.
The identier shape
Used only for back covers Used only for front covers
electrolux identier shape
10 electrolux layout examples
Layout examples
Any material that is published in or
on public forums such as magazines,
websites, newspapers and the like must
be authorized by the ECVS international
marketing department before publication.
These materials should be submitted no
less than one week prior to submission for
print. This is mandatory for any marketing
material that uses the Electrolux logotype.
Please see page 15 for contact information.
Products not manufactured by Electrolux
Products not produced by Electrolux Central
Vacuum Systems may be listed in Electrolux
materials such as pricing lists and catalogues.
Marketing material for these products may only
use Electrolux design style, logotype, identier
shapes and brand language if and only if the
products are appearing in Electrolux marketing
materials.
For example, a layout that contains the product
VROOM can use Electrolux styling if it is in a
price list with Electrolux branded products and
has a cover similar to the one pictured on the
right. The layout for that page containing the
VROOM should look like the example below.
electrolux accessories
Air Driven Tools
Part number Description Quantity Price
###### niam quismod dit lum vendre vel
duip erostie eni
1 $$.$$
Part number Description Quantity Price
###### niam quismod dit lum vendre vel
duip erostie eni
1 $$.$$
Part number Description Quantity Price
###### niam quismod dit lum vendre vel
duip erostie eni
1 $$.$$
Part number Description Quantity Price
###### niam quismod dit lum vendre vel
duip erostie eni
1 $$.$$
Hose
11
The brand identity principles do not specify the
exact measurements for designing a page, web
site or packaging in every conceivable format.
Instead we use a system called a grid. Using
the grid together with the examples as shown
in these guidelines, you will get the correct
proportions for the graphic design. It is a system
that will give everything we do the same design
quality, while at the same time it gives you a
certain freedom to do what works best.
A critical element to the grid system, a minimum
of a 4mm white border is used for standard
page sized materials. For considerably larger
sizes, such as posters, the border can be
doubled to 8mm or tripled to 12mm to keep the
proportions.
Additionally, any image with a background is
always placed within a 4mm white border- this
is an important part of the Electrolux graphic
expression. Images are also framed by the 4mm
white border when they appear on a colored
background.
The Electrolux grid system
electrolux grid system
210x297 mm
4mm white
border required
12
The grid system in use
electrolux grid system
We use the grid system to simplify the
production of printed material. This is an
easy and rational approach that helps ensure
consistency, quality and cost effectiveness. This
method organizes the graphic elements within
certain areas.
A 4 mm border is
standard. For considerably
larger sizes, such as
posters, the border can
be doubled to 8 mm or
tripled to 12 mm to keep
the proportions.
Images are always placed
within a 4mm white border
this is an important part
of the Electrolux graphic
expression.
In brochures and similar
printed material, the
graphic elements are
designed and positioned
in the grid system. The
4 mm border is always
used around images and
between blocks of body
copy.
Images should always
remain within this white
border and cannot extend
past it.
13
ABCDEFGHIJKLMNOPQRST
abcdefghijklmnopqrstuvwxyz
1234567890!?&+?()@
ABCDEFGHIJKLMNOPQRST
abcdefghijklmnopqrstuvwxyz
1234567890!?&+?()@
Building a consistent
impression
Helvetica Neue 75 bold
Helvetica Neue 45 light
The call for freedom is new. The
new typography strives to be free.
In the days when book design
was text oriented, the issue of
11 font / 13 leading
The call for freedom is new. The new typog-
raphy strives to be free. In the days when
book design was text oriented, the issue of
freedom did not arise. In the 18th century,
books had a standard type area, one
8.5 / 11
The call for freedom is new. The new
typography strives to be free. In the
days when book design was text
oriented, the issue of freedom did not
arise. In the 18th century, books had a
standard
7 / 9
48 font / 46 leading
Typography
To allow graphic elements such as photos,
colors and shapes to be different and impactful,
we have deliberately chosen a very pure,
almost austere typeface. Helvetica Neue LT
Std complements the graphic design without
disturbing it, giving it a clean and uncluttered
feel, and making the headlines and body copy
easy to read. Since Helvetica exists in different
versions, contact the ECVS International
Marketing Department for the correct font les.
Note: Since Helvetica isnt a standard typeface
in computers, Arial will be used in Word and
PowerPoint templates instead.
Paragraph and font formats for headlines,
sub-headings and body copy should remain
consistent throughout the entire document once
established.
Headlines
Tight line feeding should be used and set at
18pts or higher when used for headlines. The
leading should also be set so that there is a
comfortable space between lines for legibility.
Body Copy
Use Helvetica Neue LT Std Roman for body text.
Bold can be used for highlighting or subtitles.
When designing material that may be displayed
on multiple computers that do not have the
Helvetica Neue LT Std font please use Arial.
Leading
Leading should be done in a manner that allows
the text to be read with ease but does not take
away from the clean design.
electrolux typography
14
CMYK (Cyan, Magenta, Yellow, and Black)
process colors - also called 4-color printing
process. This method uses four basic colors
printed in screens to achieve more or less any
color. This is the usual process for most printed
material.
PMS (Pantone Matching System) is used for
spot colors - colors not blended, but printed
with their own ink. Spot color printing is effective
when you want to achieve areas with perfect,
smooth coloring. Due to cost, only a limited
number of colors can be used in the same
printed product.
The palette colors are used to create a lively,
human feel in the communication. Choose
colors that complement the product and
message, that go with images and work in the
intended environment, whether at Point-in-Sale,
direct mail or a corporate presentation.
The Electrolux color palette 2009
PMS 307
C=100 M=38 Y=0 K=15
PMS 3145
C=100 M=0 Y=27 K=30
PMS 3035
C=75 M=20 Y=5 K=55
PMS 408
C=0 M=8 Y=11 K=34
PMS 4525
C=0 M=6 Y=38 K=18
PMS
C=100 M=38 Y=0 K=15
100% 75% 50%
100% 75% 50%
100% 75% 50%
100% 75% 50%
100% 75% 50%
100% 75% 50%
electrolux color palette
15
All communication must show that Electrolux
understands the consumer and his or her
everyday life. We do not use images depicting
an articial, plastic, non-existent world.
Electrolux life is characterized by honesty and
sincerity. It goes beyond the supercial and
glossy. They are images you can relate to. They
show a likeable and positive realism, I could see
myself in that picture.
Electrolux photography has several dimensions:
design images, product images, lifestyle images,
and product use images. All images play an
important role in the communication. The
purpose is to make the product interesting and
exciting - to elevate them to desirable design
icons. The consumer has to feel this from the
rst glance.
All images, other than supplied by the ECVS
International Marketing Department, need to be
approved before use in any marketing material.
This includes any photography, graphics or clip
art.
Design les and artwork are created in Adobe
Creative Suite programs. These les are
made available in the Electrolux Secure area.
Please contact the ECVS international marketing
department for access, if needed.
Electrolux Photography
electrolux photography
In the event that you have any questions, any items to be discussed or reviewed by ECVS, please contact us.
Electrolux Central Vacuum Systems
1700 W. 2nd Street
Webster City, IA 50595
+1-515-832-4620
Courtney Stanley-Cowman
International Product and Graphics Coordinator
courtney.stanley-cowman@electrolux.com
Electrolux Central Vacuum Systems
1700 West Second Street
Webster City, IA 50595
United States of America
www.electroluxcentralvac.com
The Thoughtful Design Innovator.
Do you remember the last time you opened a gift that made
you say, Oh! How did you know? Thats exactly what I
wanted! Thats the kind of feeling that we at Electrolux
seek to evoke in everyone who chooses or uses one of our
products. We devote time, knowledge, and a great deal of
thought to anticipating and creating the kind of appliances
that our customers really need and want.
This kind of thoughtful care means innovating with insight.
Not design for designs sake, but design for the users sake.
For us, thoughtful design means making appliances easier
to use and tasks more enjoyable to perform, freeing our
customers to experience the ultimate 21st century luxury:
ease of mind. Our aim is to make this ease of mind more
available to more people in more parts of their everyday lives,
all over the world.
The Thinking of you promise from Electrolux goes beyond
meeting the needs of todays consumers. It also means were
committed to making appliances safe for the environment
now and for future generations.
Electrolux. Thinking of you.
Share more of our thinking at www.electrolux.com

2
0
0
9

E
l
e
c
t
r
o
l
u
x

H
o
m
e

C
a
r
e

P
r
o
d
u
c
t
s