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Brand Manual and Creative Guidelines

Published March 11th, 2005 Ver. 1.0 Š2005

Confidential - Take all necessary precautions to protect its contents


Preface

– Welcome to the opening of an exciting new chapter in the histor y of our company. Although this document is called ‘Brand Guidelines’ it signals more than the introduction of a new tagline for Sony Europe.

“like.no.other” is the launch of a new philosophy that will allow us to create a new future for the business, a chance to refresh our values and our spirit, to redefine the role of our products and, ultimately, to re-establish our position as one of the truly global leader brands. “like.no.other” will act as a statement of Sony’s character and attitude. It is an expression of the creative, maverick spirit that has existed within the company since the day it was founded and which is present in ever y single one of us today. It’s this spirit that is the DNA of the organization and it is what makes us truly unique. We share a dif ferent view of the world. We don’t accept conventions or ultimatums. We’re not here to be predictable or logical. We’re more than a business and more than a brand. We invite new thinking, we ask dif ferent questions and we explore the unknown. We are here to enter tain and we’re on a never-ending journey in search of new ways to get more out of life. We are always seeking ways to bring new colours, new shapes, new sounds and new experiences to life. We are like no other. Sony. Like no other.

01 PREFACE


Table of Contents

01 02 03 04 05

Preface Table of Contents Introduction Tone of Voice Definition and Positioning

General 06 The Sony Logotype: Exclusion Zone 07 The Sony Logotype: Colours 08 09 10 12 13

The “like.no.other” Logotype Isolation Zone Colours and Background Positioning and Propor tions Incorrect Usage

14 15 16 17

Typography Typography Typography Typography

– – – –

Primar y Fonts Values Body Copy Examples

Adver tising 23 Page Propor tions in Adver tisements: Single Page. 24 Double Page. 25 The Sony, “like.no.other” and Sub-brand Logotype Placement: Lef t Hand Single Page. 26 Right Hand Single. 27 Double Page Spread. 28 URL 29 Legal Digital and Online 31 The Sony, “like.no.other” and Sub-brand Logotype Placement: 320 x 250px Online Adver ts 32 Typography – Primar y Font

18 Photography Style: Main 19 Photography Style: Product 20 The Relationship Between Product Photography and Product Panel 21 Other Impor tant Information

02 TABLE OF CONTENTS

34 35 36 37 38 39 40 41 42 43 44 45 46 47

Below The Line Point-of-Sale Options Option One Option One - Typography Option One - Typography Option Two Option Two - Typography 2m x 1m Banner A2 Poster A4 Display A5 Postcard 100mm x 100mm Shelf Wobbler Three-sided Toblerone A4 CO-OP Ad. Direct Mail


Introduction

– For all enquiries regarding “like.no.other” marketing communications strategy, scope, usage guidelines and print and motion assets please contact: John.Aylward @ eu.sony.com

Objectives of “like.no.other” guidelines : The purpose of these guidelines is to develop shared awareness and understanding of the “like.no.other” concept and identity, and to explain correct usage to all relevant employees of Sony Electronics Europe.

Users of “like.no.other” guidelines Employees of Sony Corporation, Sony Sales Companies and Sony Group Companies in Europe who are involved in Marketing Communications of Sony’s electronics business are responsible for the correct usage of “like.no.other”.

03 INTRODUCTION


Like No Other – The Tone of Voice

– One of the most impor tant ways to communicate the new “like.no.other” philosophy is through the way we write. A distinctive and consistent tone-of-voice helps the world to understand what we’re about, it builds recognition and loyalty, and it ensures we stand out from all other brands. We are unique.

How do we write? Play ful We are an enter tainment brand not a technology brand. We speak like people not like computers and we use conversational language. We’re people who are creative, vibrant, free-spirited, maverick, humorous and youthful. Optimistic We look for the best in all people and the best in all situations. We look for ward to the future with excitement. We’re warm and friendly and we speak passionately and enthusiastically. However we’re not too over-enthusiastic – we don’t overuse exclamation marks and capital letters. Ingenious At the hear t of our company is the spirit of innovation – the desire to bring new ideas and new experiences to the world. We are pioneers and the way we speak must reflect this. We must sound dif ferent, but without sounding too obscure. The way we speak and what we say should tempt people to think dif ferently and to tr y new things, by introducing them to new possibilities. Inspiring Ever y time we speak we make an impression on people. We should always seek to surprise and never be predictable. Our writing should be captivating and compelling – it should make people think, putting a smile in the mind as well as on the face. We say things that people won’t expect to hear but that they will understand.

04 LIKE NO OTHER - THE TONE OF VOICE


Definition and Positioning of “like.no.other”

Permitted Uses

“like.no.other” is the new Global Marketing Communications tagline for Sony’s electronics business, which covers all Sony’s electronics products, with the exception of products from Aiwa, Sony Computer Entertainment and Sony Ericsson Mobile Communications.

“like.no.other” shall be used for all marketing communications material for Sony’s electronics business, such as TV commercial, print media, outdoor advertising signs, promotion material, catalogues, POS, POP, promotional web sites, shop displays, showroom, events, etc.

Corporate Slogan

Positioning of “like.no.other” Layer 1

Layer 2

Corporate Slogans used throughout the Sony Group

Corporate Slogans used by individual company/business segment electronics

Layer 3

games

movies

music

“like.no.other”: Sony electronics business’ marketing slogan Used ONLY for marketing activities of Sony electronics products.

finance

etc.

Local Marketing Slogans (i.e. You make it Sony)

“like.no.other” shall not be used for corporate communications material such as annual reports, IR materials, business cards, stationery, ID cards, building signs and other materials which are not directly related to the sales promotion of Sony’s electronics products. “like.no.other” logo shall not be used on the product itself. If “like.no.other” is going to be used for products other than “Sony’s electronics products” defined in “Positioning of ‘like.no.other’,” the users shall contact Global Marketing Group through their Headquarters for GMG’s approval.

Sony electronics products: Electronics hardware products with the Sony logotype except for SCE game console, Aiwa and Sony Ericsson products. “Connect” and other services may only use LNO when the marketing activity is conducted together with Sony electronics hardware.

Marketing Slogan

Territory of usage To be switched to LNO

“like.no.other” shall be used worldwide. Layer 4

Individual product slogans (i.e. No more bounds – VAIO) Can be used together with LNO

05 DEFINITION AND POSITIONING OF LIKE NO OTHER - PERMITTED USES


The Sony Logotype When reproducing the logo use master artworks

– Never redraw or distor t the logotype in any way. – The logotype must be placed on uncluttered backgrounds, photographs or pictures. – Minimum size of the Sony logotype is 8mm high. – You must obtain original ar twork for the Sony logo from communications. Europe. Precise instructions for use of the logo can be found in the Sony corporate identity literature.

Sony logotype exclusion zone – This area must always be clear of any other graphic elements.

06 THE SONY LOGOTYPE: EXCLUSION ZONE


The Sony Logotype

– The Sony logotype should always be displayed using one of the following colours.

Black

Dark Grey (90%black) Hex: #4C4C4C R: 76 G: 76 B: 76

Sony Blue PMS 540 Hex: #004584 R: 0 G: 69 B: 132

07 THE SONY LOGOTYPE: COLOURS

White

Light Grey (20%black) Hex: #CCCCCC R: 204 G: 204 B: 204


The “like.no.other” Logotype

– The “like.no.other” logo should be used as in the lockup displayed on the right. The logotype has been created in the typeface Helvetica Neue. – It is encouraged that Helvetica Neue be used in any applications needing copy. The spatial and/or size relationship between both elements should never be altered. Logotype

Minimum Size (Width): 20mm 70pixels

08 THE LIKE NO OTHER LOGOTYPE


Isolation Zone

– The “like.no.other” logo should always be displayed clearly and conspicuously. Do not use on top of busy backgrounds which may interfere with the logo. “like.no.other” logo should always have an ample isolation zone around it. Please see diagram below for guidelines. – If the isolation zone cannot be made available due to space and other constraints, please obtain authorization from Global Marketing Group before proceeding to use such a logotype.

H = Height of “like.no.other” logotype.

H

r

H DO NOT PUT TYPE HERE

H

H

09 ISOLATION ZONE

H


Colour of Logo and Background BACKGROUND COLOUR

Black Background

Black

White

Single Colour GREY 47% BLACK or Type: PMS 423

Full Colour Type: PMS 877 C SILVER

LOGO COLOUR

Full Colour Type: PMS 1525 C ORANGE

Full Colour Type: PMS 2925 C BLUE

10 COLOR OF LOGO AND BACKGROUND

White Background

Any Background Colour


Colour of Logo and Background

DO NOT use two or more colours

DO NOT use a gradation with type

DO NOT use any colour other than white or black on coloured background

DO NOT use colours other than the specified “like.no.other” palette

11 COLOUR OF LOGO AND BACKGROUND


Positioning and Proportion

(max. size on page with Sony logo) Align left

Align right

(min. size on page with Sony logo)

Opposite left

Opposite right

The maximum size relationship of “like.no.other” to the Sony logotype should be no greater than its cap-height. The minimum size relationship of “like.no.other” to the Sony logotype should be no smaller than its width.

Trademark notice

When displaying the logo in print media, “like.no.other” logo can be positioned in any corner of the page. An example of the logotype for printed media is above.

When using “like.no.other” regular typeface or logo on printed materials or Web sites, the fact that “like.no.other” is a trademark of Sony Corporation shall be clearly indicated in at least one place. If “like.no.other” is to be displayed using a regular typeface, always add the dots and enclose “like.no.other” in double quotation marks (“ ”), and indicate it in boldface or add “TM” after it, no matter where it is displayed, so as to prevent it from being mistaken for a generic term. Example: “like.no.other” is a trademark of Sony Corporation.

12 POSITIONING AND PROPORTION


Incorrect Usage

– The logo should never be displayed as an alternate representation of itself. – DO NOT do any of the following to the logo: DO NOT distort in any way, shape or form

DO NOT use any other typeface

DO NOT use more than one colour

DO NOT use any other logos with lockup

Do not display “like.no.other” logo along with other lettering, graphics or symbols.

13 INCORRECT USAGE

DO NOT place elements within the isolation zone


Typography – Primary Font

abcdefghijklmnopq rstuvwxyz ABCDEFGHIJKLMN OPQRSTUVWXYZ Primar y Font : Helvetica Neue 55 Roman – Headings and Body Copy

14 TYPOGRAPHY - PRIMARY FONT

The Helvetica Neue 55 Roman font is the primar y font. Its use is mandator y for headlines throughout all communications, including all press adver tising, brochures, newsletters and direct mail. Do not use italics. Do not distor t or change the fonts in any way. Please ensure the font is correctly installed according to the system requirements of your PC or Mac. Par tner agencies working on behalf of Sony must ensure they have taken the appropriate legal measures to purchase and use these fonts.


Typography – Primary Font Values

– Main headlines, suppor ting or information headlines and shor t passages of copy are set in upper and lower case Helvetica Neue 55 Roman.

Adobe Illustrator values

Quark Xpress values

– Copy must be ranged lef t. Do not use paragraph spaces or indent paragraphs.

Size Leading Tracking

Size Leading Tracking

– Set typeface in black, white or light/dark grey. Ensure there is suf ficient contrast in weight and colour between the headline and any body copy.

22.5pt 25.5pt -40

– Contrast type with photograph or background to optimise legibility.

15 TYPOGRAPHY - PRIMARY FONT VALUES

22.5pt 25.5pt -10


Typography – Body Copy

– Body copy is set in upper and lower case Helvetica Neue 55 Roman. – Copy must be ranged lef t. Do not use paragraph spaces or indent paragraphs. – Ensure there is suf ficient contrast in weight and colour between the headline and any body copy. – Only the end line within the body copy can be emphasised. – Emphasis is made by making the tone or colour of the font dif ferent from the preceding text. The font must remain Helvetica Neue 55 Roman.

Et lore tisibor. Siendre dolusst laconseuibla lobrem vel digna feu gatupatet my disse cte tatse feugait venibh eu faccum doe ugue rcid uitatymo dolup tat lor sim er su cildolu m euis et vel ulp. Du tpat Illamete feu gaitutpatet. Shoot like no other.

Correct

Et lore tisibor. Siendre dolusst laconseuibla lobrem vel digna feu gatupatet my disse cte tatse feugait venibh eu faccum doe ugue rcid uitatymo dolup tat lor sim er su cildolu m euis et vel ulp. Du tpat Illamete feu gaitutpatet. Shoot like no other.

Incorrect

16 TYPOGRAPHY - BODY COPY

Et lore tisibor. Siendre dolusst laconseuibla lobrem vel digna feu gatupatet my disse cte tatse feugait venibh eu faccum doe ugue rcid uitatymo dolup tat lor sim er su cildolu m euis et vel ulp. Du tpat Illamete feu gaitutpatet. Shoot like no other.

Incorrect

Et lore tisibor. Siendre dolusst laconseuibla lobrem vel digna feu gatupatet my disse cte tatse feugait venibh eu faccum doe ugue rcid uitatymo dolup tat lor sim er su cildolu m euis et vel ulp. Du tpat Illamete feu gaitutpatet. Shoot like no other.

Incorrect


Typography – Primary Font Example

Consumer press advertising

17 TYPOGRAPHY - PRIMARY FONT EXAMPLE


Photographic Style Our new art direction for “like.no.other” requires two pieces of photography for each layout:

– 1. The first is the shot that dramatizes the creative idea. It should reflect the consumer benefit of the product in an inspiring, engaging, “like.no.other” way.

Main Photography We should aim to deliver communications that dif ferentiate us from our competition. As a company we have to live up to and embrace ‘like.no.other’ – and therefore our adver tising must demonstrate this to consumers. Our photographic style should be bold, engaging and iconic. The images we feature should be relevant but also surprising – images that the audience would never have associated with Sony until now. Images that will help to change people’s perceptions of Sony. For example, the idea of using a piece of steak to sell the benefit of the Wega Engine. We should ensure, prior to taking the shot, that we allow space within the main image for the copy to be positioned so that it clearly stands out and doesn’t detract from the focal point of the image. This does not mean that we cannot feature product in the main image but we must find ways of doing it that are smar ter, dif ferent, more interesting and relevant. We must strive to be like no other rather than like ever y other.

18 PHOTOGRAPHY STYLE: MAIN


Photographic Style

– 2. The second is an iconic ‘hero’ product shot that will be used in the horizontal or ver tical panel that exists to showcase our products.

Product Photography The role for the product photography in the horizontal and ver tical strips is simple – to shed an iconic light upon the product that is the focus of the adver tising. The product photography needs to be stunning and dramatic. It needs to demonstrate the aesthetic beauty that Sony products possess and highlight any par ticular features that would be of special interest to the consumer.

Product photography

We should always seek to shoot products from interesting new angles and to use a variety of dif ferent crops to ma ximize appeal and stand out. So, as an example, for the Vaio Notebook VGN-X505 we will shoot the product in a way that not only showcases its design but also in a way that draws attention to its incredible thinness. The intention is that the product photography will be available for use in all communications materials, for use as an alternative to the traditional product photography.

19 PHOTOGRAPHY STYLE: PRODUCT


The Relationship Between Product Photography and Product Panel

The background colour for the product panel should to allow the product shot ma ximum stand out. Light grey will be the colour used most of ten. However there are alternative tints of grey, integrated with hints of other colours, that allow a degree of flexibility. For instance, if the primary colour in the main photograph is green, use the grey/green tint as background for the product panel. It is vital that the product panel remains uncluttered – always allow lots of space around the product shot to ensure ma ximum stand out. Only the relevant product logo e.g. Cyber-shot, should sit within the panel. Other items such as third par ty logos should be accommodated within the main body of the piece.

Crop examples

Suggested product panel tints

Correct

C: 16 M:11 Y:12 K:01

C: 00 M:00 Y:05 K:20

C:03 M:00 Y:05 K:15

C: 00 M:00 Y:10 K:20

Correct

C:03 M:00 Y:03 K:10

C:00 M:05 Y:03 K:10

Incorrect

C:05 M:00 Y:00 K:20

C:05 M:05 Y:05 K:20

Correct

Only one product should be placed in the product strip at any one time.

20 THE RELATIONSHIP BETWEEN PRODUCT PHOTOGRAPHY AND PRODUCT PANEL


Other Important Information Current State of Trademark Registration

Usage of “like.no.other” in Non-English=Speaking Countries

For the current state of the Trademark Registration of “like.no.other” logotype Sony employees can go to:

“like.no.other” logo and visual identity shall be used in English in all marketing communications of Sony’s electronics businesses worldwide. In non-Englishspeaking countries, a footnote in the local language may be added to explain “like.no.other”. Regional Headquarters are responsible for ensuring that a proper translation is being used, and that the same translation is used in different markets with the same written language.

http://gmo.intersony.sony.co.jp/gmc/ like.no.other/index.html

The only exceptions where local language can be used for the logo and visual identity are the following countries: Saudi Arabia (Arabic) Kuwait (Arabic) Yemen (Arabic) Bahrain (Arabic) Oman (Arabic) U.A.E. (Arabic) Iran (Farsi) France (French) Canada (French) The corresponding logo and TVCM ending for Arabic, Farsi and French will be provided by Global Marketing Group.

21 OTHER IMPORTANT INFORMATION


Advertising Creative Guidelines

Published March 11th, 2005 Ver. 1.0 Š2005

Confidential - Take all necessary precautions to protect its contents


Page Proportions in Advertisements Single Page

– If designing a single page adver t the adver t area needs to be divided into 2 sections. – A main panel to dramatise the benefit and a narrow bottom panel for product photography. – The narrow bottom panel is calculated by reducing the whole of the adver t area ver tically to 17% . – Use the N of the Sony logo to create a divison of white space between the two panels.

Benefit

– The reminder of the overall area forms the benefit panel.

17% of total advert space

Product ‘Sony’ and ‘Cyber-shot’ are registered ‘Sony’ and ‘Cyber-shot’ are registered trademarks of the Sony Corporation, trademarks of the Sony Corporation,Japan. Japan.

23 PAGE PROPORTIONS IN ADVERTISEMENTS


Page Proportions in Advertisements Double Page

– If designing a double page spread the adver t area needs to be divided into 2 sections. – A main panel to dramatise the benefit and a narrow bottom panel for product photography. – The narrow lef t hand panel is calculated by reducing the whole of the adver t area horizontally to 18% . – Use the N of the Sony logo to create a divison of white space between the two panels.

Benefit

Product

– The reminder of the overall area forms the benefit panel.

‘Sony’ and ‘Cyber-shot’ are registered trademarks of the Sony Corporation, Japan.

18% of total advert space

24 PAGE PROPORTIONS IN ADVERTISEMENTS


The Sony, “like.no.other” and Sub Brand Logotype – Placement Left Hand Single Page

– The Sony logotype is usually positioned in the top lef t corner of any design. – The “like.no.other” logotype is usually positioned in the bottom lef t corner of any design. – The sub brand logotype is usually positioned in the bottom right corner of any design.

‘Sony’ and ‘Cyber-shot’ are registered trademarks of the Sony Corporation, Japan.

25 THE SONY, LIKE NO OTHER AND SUB BRAND LOGOTYPE – PLACEMENT


The Sony, “like.no.other” and Sub Brand Logotype – Placement Right Hand Single Page

– If designing a single page adver t that is going to run on the right hand page of a publication, position the Sony logotype in the top right corner. This is to avoid the logotype becoming hidden in the gutter.

‘Sony’ and ‘Cyber-shot’ are registered trademarks of the Sony Corporation, Japan.

26 THE SONY, LIKE NO OTHER AND SUB BRAND LOGOTYPE – PLACEMENT – RIGHT HAND SINGLE PAGE ADVERTS


The Sony, “like.no.other” and Sub Brand Logotype – Placement Double page adverts Usual placement – The Sony logotype is usually positioned in the top lef t corner of any design.

Usual placement

– The “like.no.other” logotype is usually positioned in the bottom lef t. – The sub brand logotype is usually positioned in the bottom right corner of any design.

‘Sony’ and ‘Cyber-shot’ are registered trademarks of the Sony Corporation, Japan.

27 THE SONY, LIKE NO OTHER AND SUB BRAND LOGOTYPE – PLACEMENT – DOUBLE PAGE ADVERTS


URL

– Position the URL in the bottom right corner of all executions. – The URL is set in Helvetica Neue 55 Roman 12pt Tracking 0 Ranged right. – The URL is set in either black, white, light or dark grey. – The lef t side of the URL is aligned to the lef t side of the Sony logotype.

– If the Sony logotype has been placed in the top right corner, position the URL 10mm in from the lef t edge. – The URL must sit on the same baseline as the “like.no.other” typography. – Any exceptions are covered in the specific discipline section. – The size of the URL should be set at 65% of the “like.no.other” logotype. Some variation is allowed according to the size of the communication and the length of the URL.

28 URL

www.sony-europe.com


Legal

– Place legal copy above the URL, aligned right. – Legal copy is set in Helvetica Neue 55 Roman 7.5pt Leading 7.5pt Tracking -12.5 ( Quark) Tracking -40 ( Illustrator) Ranged lef t. – Set in either black, white, light or dark grey – Calculate the correct distance above the sub-brand logos and below the third-par ty logos using upper case ‘N’ of Sony logotype.

‘Sony’ and ‘Cyber-shot’ are registered trademarks of the Sony Corporation, Japan.

www.sony-europe.com – Please have legal copy approved by your local legal depar tment prior to production and printing.

29 LEGAL


Online and Digital Creative Guidelines

Published March 11th, 2005 Ver. 1.0 Š2005

Confidential - Take all necessary precautions to protect its contents


The Sony, “like.no.other” and Sub Brand Logotype – Placement 320x250px Online Advertisment (End frame) – The Sony logotype is usually positioned in the top lef t corner of any design.

Usual placement

– The Like No Other logotype is usually positioned in the bottom lef t corner of any design. – The sub brand logotype is usually positioned in the bottom right corner of any design. - The end frame will appear at the end of each online adver tisment.

31 THE SONY, LIKE NO OTHER AND SUB BRAND LOGOTYPE – PLACEMENT


Typography – Primary Font

– Main headlines, suppor ting or information headlines,and shor t passages of copy are set in upper and lower case Helvetica Neue 55 Roman

Adobe Illustrator values

Adobe Photoshop values

– Copy must be ranged lef t. Do not use paragraph spaces or indent paragraphs

Size Leading Tracking

Size Leading Tracking

– Set typeface in black, white or light/dark grey. Ensure there is suf ficient contrast in weight and colour between the headline and any body copy – Contrast type with photograph or background to optimise legibility

32 TYPOGRAPHY – PRIMARY FONT

22.5pt 25.5pt -40

22.5pt 25.5pt -40


Below The Line Creative Guidelines

Published March 11th, 2005 Ver. 1.0 Š2005

Confidential - Take all necessary precautions to protect its contents


Point-of-Sale Options

There are two approaches that can be taken: Option One Emotion focused – utilising two image areas. The main shot dramatises the creative idea and consumer benefit of the product in an inspiring, “like.no.other” way. The product itself is then shown in a secondary strip or band. Option Two Product focused – utilising one image area. There is a single main shot of the product. See Advertising Guidelines for more information on photographic style. In both options the front of the product is usually used for the main ‘hero’ shot with the reverse of the product shown small above the sub-brand. However, if the main shot is an extreme close-up, the small shot can also be of the front of the product.

Meliora dies utquorum vina poemata reddit, Lorem ipsum est prodesse arroget annus.Shoot Shootlike likeno noother. other. quam conspi.

like.no.other™

‘Sony’ and ‘Cyber-shot’ are registered trademarks of the Sony Corporation, Japan.

‘Sony’ and ‘Cyber-shot’ are registered trademarks of the Sony Corporation, Japan.

www.sony-europe.com

Option One

34 POINT OF SALE OPTIONS

shoot

like.no.other™

Option Two

www.sony-europe.com


Option One

This layout can be set vertically or horizontally. 1. Use the height of the N in the Sony logo to create the white strip between the two panels. 2. The Sony logo is usually positioned in the top left corner of the design. 3. The like.no.other™ logo is usually positioned bottom left of the emotion-focused panel. The emotive word used for the particular product family (e.g. shoot) should be positioned three character spaces in front of like.no.other™. 4. On the horizontal layout, the sub-brand should be positioned halfway down the vertical measure of the bottom panel and should be no greater in size than 120% of the Sony logo. On the vertical layout, the sub-brand should be positioned in the bottom right hand corner. In both layouts, the pack shot sits above sub-brand and should be no wider than 50% of the width of the sub-brand. The trademark info should sit below the sub-brand and should be no wider than the sub-brand itself. The Sony URL sits in the bottom right hand corner against the margin and should be no wider than the sub-brand. 5. The product photography should be displayed at a dynamic angle as follows: Horizontal layout: the size of the product should be 60% of the width of the panel and it should bleed off the bottom left hand side. Vertical layout: the size of the product should be 40% of the height of the panel and it should bleed off both sides.

Usual placement

20-30% of width

2

Lorem ipsum quorum est. Simple like no other.

Lorem ipsum quorum est prodesse quam conspi. Shoot like no other. Msetuni cegrah fro pkcabyal 3-leni Ocinagr alpsi Tuo sul celbitapmo Rop to 1GB cyticapa

3

‘Sony’ and ‘Cyber-shot’ are registered trademarks of the Sony Corporation, Japan.

like.no.other™

like.no.other™

4 20-30% of height

www.sony-europe.com

1

‘Sony’ and ‘Handycam’ are registered trademarks of the Sony Corporation, Japan.

www.sony-europe.com

5

‘Sony’ and ‘Cyber-shot’ are registered trademarks of the Sony Corporation, Japan.

www.sony-europe.com

35 OPTION ONE


Option One – Typography

Headline colour and position The headline can be set in black, white or a mid-tone colour that reflects the chosen photography. If set in black or colour, the main statement should be a 70% tint and the end statement a 90% tint. The headline should be left aligned and no more than two lines in length, including the end statement. The headline must be easy to read, therefore the headline should sit in clear space in the photographic area. The background colour must be consistent behind the full length of the headline and not disturbed or borken by intrusive images.

Colour

Meliora dies ut vina poemata reddit, arroget annua. Shoot like no other.

Lorem ipsum quorum est prodesse quam conspi. Colour like no other.

White

Meliora dies ut vina poemata reddit, arroget annua. Shoot like no other. Black

Meliora dies ut vina poemata reddit, arroget annua. Shoot like no other. like.no.other™

‘Sony’ and ‘Wega engine’ are registered trademarks of the Sony Corporation, Japan.

www.sony-europe.com

Example

36 OPTION ONE - TYPOGRAPHY


Option One – Typography

Bullet points colour and position Product benefits in the form of bullet points should only appear in the product panel. The bullet points themselves are to be small white outlined squares. The size of the bullet points must be equal to the x-height of the copy. The bullet point copy should appear in white and ideally not exceed one line for each bullet. On the horizontal layout they should align with either the top of the sub-brand or the baseline of the Sony URL. On the vertical layout, they should left align on the margin determined by the N width. Ensure that there is a double N width space either side of the bulleted copy.

Lorem ipsum quorum est. Simple like no other.

Lorem ipsum quorum est prodesse quam conspi. Shoot like no other. Msetuni cegrah fro pkcabyal 3-leni Ocinagr alpsi Tuo sul celbitapmo Rop to 1GB cyticapa

‘Sony’ and ‘Cyber-shot’ are registered trademarks of the Sony Corporation, Japan.

like.no.other

www.sony-europe.com

like.no.other™

Msetuni cegrah fro pkcabyal 3-leni Ocinagr alpsi Tuo sul celbitapmo Rop to 1GB cyticapa

‘Sony’ and ‘Cyber-shot’ are registered trademarks of the Sony Corporation, Japan.

www.sony-europe.com

Example of bullet point style

x

Msetuni cegrah fro

37 OPTION ONE - TYPOGRAPHY

Msetuni cegrah fro Msetuni cegrah frogr Msetuni cegrah fro Msetuni cegrah frosdd


Option Two

1. The Sony logo is usually positioned in the top left corner of the design. 2. The like.no.other™ logo is usually positioned bottom left. The emotive word used for the particular product family (e.g. shoot) should be positioned three character spaces in front of like.no.other™.

Usual placement

1

4

3. The sub-brand should be positioned in the bottom right hand corner. The pack shot sits above the sub-brand and should be no wider than 50% of the width of the sub-brand. The trademark info should sit below the sub-brand and should be no wider than the sub-brand itself. The Sony URL sits in the bottom right hand corner against the margin and should be no wider than the sub-brand. 4. The front of the product is used for the main 'hero' shot and is shown at a dynamic angle, bleeding off the page as shown. The product should be no bigger than 70% of the height of the layout.

‘Sony’ is a registered trademarks of the Sony Corporation, Japan.

‘Sony’ and ‘Cyber-shot’ are registered trademarks of the Sony Corporation, Japan.

listen

like.no.other™

The background colour for the product panel should be neutral to allow the product shot maximum standout. Light grey will be the colour used most often. For a full description of options please refer to page 20 of this document, The Relationship Between Product Photography and Product Panel.

Msetuni cegrah fro pkcabyal 3-leni Ocinagr alpsi Tuo sul celbitapmo Rop to 1GB cyticapa

www.sony-europe.com

simple like.no.other™

www.sony-europe.com

3

2

xxx like.no.other

38 OPTION TWO

‘Sony’ and ‘Cyber-shot’ are registered trademarks of the Sony Corporation, Japan.

www.sony-europe.com


Option Two – Typography

Colour & position There are no main headlines on Option Two layouts. The only copy featured is bulleted benefit-led copy. The bullet point copy should appear in white and ideally not exceed one line for each bullet. No more than four lines should be written and the copy should align with the like.no.other logo as shown.

Msetuni cegrah fro Msetuni cegrah frogr Msetuni cegrah fro Msetuni cegrah frosdd

xxx like.no.other

39 OPTION TWO - TYPOGRAPHY

Msetuni cegrah fro pkcabyal 3-leni Ocinagr alpsi Tuo sul celbitapmo Rop to 1GB cyticapa ‘Sony’ and ‘Cyber-shot’ are registered trademarks of the Sony Corporation, Japan.

simple like.no.other™

www.sony-europe.com


2m x 1m Banner

Option One In the benefit-led advertisement, the product photography in the horizontal strip must occupy no more than 50% of the total strip width. Option Two The product photograph must occupy no more than 80% of the total strip length.

Lorem ipsum quorum est prodesse quam conspi. Colour like no other.

Lorem ipsum quorum est prodesse quam conspi. Journeys like no other.

like.no.other™

like.no.other™

‘Sony’ is a registered trademark of the Sony Corporation, Japan.

www.sony-europe.com

Option One

40 2M X 1M BANNER

journeys

like.no.other™

Option Two

‘Sony’ is a registered trademark of the Sony Corporation, Japan.

‘Sony’ and ‘Wega engine’ are registered trademarks of the Sony Corporation, Japan.

www.sony-europe.com

www.sony-europe.com

Option One

‘Sony’ and ‘Wega engine’ are registered trademarks of the Sony Corporation, Japan.

colour

like.no.other™

Option Two

www.sony-europe.com


A2 Poster

Option One In the benefit-led advertisement, the product photography in the horizontal strip must occupy no more than 50% of the total strip width. Option Two The product photograph in the height of the layout must occupy no more than 80%.

Lorem ipsum quorum est prodesse quam conspi. Listen like no other.

like.no.other™

‘Sony’ is a registered trademarks of the Sony Corporation, Japan.

‘Sony’ is a registered trademarks of the Sony Corporation, Japan.

www.sony-europe.com

Option One

41 A2 POSTER

listen

like.no.other™

Option Two

www.sony-europe.com


A4 Display

Option One In the benefit-led advertisement, the product photography in the horizontal strip must occupy no more than 30% of the total strip width. Option Two In this option the product photography should not exceed 70% of the height of the layout. Lorem ipsum quorum est. Simple like no other.

like.no.other™

Msetuni cegrah fro pkcabyal 3-leni Ocinagr alpsi Tuo sul celbitapmo Rop to 1GB cyticapa

Msetuni cegrah fro pkcabyal 3-leni Ocinagr alpsi Tuo sul celbitapmo Rop to 1GB cyticapa

www.sony-europe.com

Option One

42 A4 DISPLAY

‘Sony’ and ‘Cyber-shot’ are registered trademarks of the Sony Corporation, Japan.

‘Sony’ and ‘Cyber-shot’ are registered trademarks of the Sony Corporation, Japan.

simple like.no.other™

Option Two

www.sony-europe.com


A5 Postcard

The front of the postcard must feature a benefit-led advertisement. It should be complemented on the reverse by a product shot and bullet points. The product shot must occupy no more than 60% of the width of the postcard. Front

Front

Lorem ipsum quorum est prodesse. Colour like no other. Lorem ipsum quorum est prodesse quam conspi. Shoot like no other.

like.no.other™

like.no.other™

Msetuni cegrah fro pkcabyal 3-leni Ocinagr alpsi Tuo sul celbitapmo Rop to 1GB cyticapa

Msetuni cegrah fro pkcabyal 3-leni Ocinagr alpsi Tuo sul celbitapmo Rop to 1GB cyticapa ‘Sony’ and ‘Cyber-shot’ are registered trademarks of the Sony Corporation, Japan.

shoot

like.no.other™

Back

43 A5 POSTCARD

www.sony-europe.com

‘Sony’ and ‘Cyber-shot’ are registered trademarks of the Sony Corporation, Japan.

colour

like.no.other™

Back

www.sony-europe.com


100mm x 100mm Shelf Wobbler

Option Two The product image on the shelf wobbler must be rotated at an angle but not cropped. The bullet points must be set in clear space and aligned with the like.no.other™ logo. The wobbler must feature no more than four bullet points. The length of copy for each bullet point must again not exceed one line.

Lorem ipsum quorum est prodesse quam conspi. Shoot like no other.

like.no.other™ Msetuni cegrah fro pkcabyal 3-leni Ocinagr alpsi Tuo sul celbitapmo Rop to 1GB cyticapa

Msetuni cegrah fro pkcabyal 3-leni Ocinagr alpsi Tuo sul celbitapmo Rop to 1GB cyticapa ‘Sony’ and ‘Cyber-shot’ are registered trademarks of the Sony Corporation, Japan.

www.sony-europe.com

Option One

44 100MM X 100MM SHELF WOBBLER

shoot like.no.other™

Option Two

‘Sony’ and ‘Cyber-shot’ are registered trademarks of the Sony Corporation, Japan.

www.sony-europe.com


Three-sided Toblerone

In the benefit-led advertisement, the product photography in the vertical strip must occupy no more than 40% of the total strip length.

Lorem ipsum quorum est prodesse quam conspi. Colour like no other.

Lorem ipsum quorum est prodesse quam conspi. Be like no other.

Meliora dies ut vina poemata reddit, arroget annus. Shoot like no other.

Meliora dies ut vina poemata reddit, arroget annus. Shoot like no other.

Msetuni cegrah fro pk 3-leni Ocinagr alpsi Tuo sul celbitapmo arat Rop to 1GB cyticapa

Msetuni cegrah fro pk 3-leni Ocinagr alpsi Tuo sul celbitapmo arat Rop to 1GB cyticapa

like.no.other™

like.no.other™

‘Sony’ and ‘Wega engine’ are registered trademarks of the Sony Corporation, Japan.

‘Sony’ and ‘Wega engine’ are registered trademarks of the Sony Corporation, Japan.

like.no.other™

www.sony-europe.com

like.no.other™

Lorem ipsum quorum est prodesse quam conspi. Colour like no other.

Lorem ipsum. Be like no other.

Msetuni cegrah fro pk 3-leni Ocinagr alpsi Tuo sul celbitapmo arat Rop to 1GB cyticapa

Msetuni cegrah fro pk 3-leni Ocinagr alpsi Tuo sul celbitapmo arat Rop to 1GB cyticapa

‘Sony’ and ‘Wega engine’ are registered trademarks of the Sony Corporation, Japan.

‘Sony’ and ‘Wega engine’ are registered trademarks of the Sony Corporation, Japan.

like.no.other™

www.sony-europe.com

Lorem ipsum quorum est prodesse quam conspi. Be like no other.

like.no.other™

Meliora dies ut vina poemata reddit, arroget annus. Shoot like no other. Msetuni cegrah fro pk 3-leni Ocinagr alpsi Tuo sul celbitapmo arat Rop to 1GB cyticapa

Msetuni cegrah fro pk 3-leni Ocinagr alpsi Tuo sul celbitapmo arat Rop to 1GB cyticapa

like.no.other™

like.no.other™

‘Sony’ and ‘Wega engine’ are registered trademarks of the Sony Corporation, Japan.

45 THREE-SIDED TOBLERONE

www.sony-europe.com

Lorem ipsum quorum est prodesse quam conspi. Colour like no other.

Meliora dies ut vina poemata reddit, arroget annus. Shoot like no other.

like.no.other™

www.sony-europe.com

www.sony-europe.com

‘Sony’ and ‘Wega engine’ are registered trademarks of the Sony Corporation, Japan.

like.no.other™

www.sony-europe.com


A4 Co-op Ad

In the benefit-led advertisement, the product photography in the horizontal strip must occupy no more than 30% of the total strip width.

Lorem ipsum quorum est prodesse quam conspi. Shoot like no other.

Co-op advertising, enter your text.

like.no.other™

Msetuni cegrah fro pkcabyal 3-leni Ocinagr alpsi Tuo sul celbitapmo Rop to 1GB cyticapa

Address Address Address Address Address Address

Msetuni cegrah fro pkcabyal 3-leni Ocinagr alpsi Tuo sul celbitapmo Rop to 1GB cyticapa

‘Sony’ and ‘Cyber-shot’ are registered trademarks of the Sony Corporation, Japan.

www.sony-europe.com

Your contact details and response mechanism here.

shoot

like.no.other™

Address Address Address Address Address Address

46 A4 CO-OP AD

www.sony-europe.com

Your contact details and response mechanism here.

Your logo here.

Your logo here. Trademark???

Trademark???

www.xxxx

www.xxxx

Option One

‘Sony’ and ‘Cyber-shot’ are registered trademarks of the Sony Corporation, Japan.

Option Two


Direct Mail

The position of the Sony logo in direct mail is an exception to the rule. The logo must be placed on the letterhead in the top right corner above the corporate address. The like.no.other™ logo must appear in the bottom right hand corner to avoid clashing with the signature block. A.N Other

Address line one

quicquam reprehendi, non quia crasse

Address line two Address line three

quicquam

County Postcode UK

Address line one Address line two

Dear Mr Smith, Si quaedam nimis antique, si peraque dure dicere credit eos, ignave multa fatetur, et sapit et mecum facit et Iova iudicat aequo. Non equidem insector delendave carmina livi esse reor, memini quae plagosum mihi parvo orbilium dictare; sed

County Postcode

emendata videri pulchraque et exactis minimum distantia miror. Inter quae verbum emicuit si forte decorum, et si versus paulo concinnior unus et alter, iniuste totum ducit venditque poema. Indignor quicquam reprehendi, non quia crasse compositum illepedeve putetur, sed quia nuper, nec veniam antiquis, sed honorem et praemia posci. Recte necine crocum floresque perambulet attae fabula si dubitem, clament periisse pudorem cuncti paene patres, ea cum reprehendere coner, quae gravis aesopus, quae doctus roscius egit; vel quia nil rectum, nisi quod placuit sibi, ducunt, vel quia turpe putant parere minoribus, et quae imberbes didicere senes. Quod si tam graecis novitas invisa fuisset quam nobis, quid nunc esset vetus? Aut quid haberet quod legeret tereretque viritim. Ut primum positis nugari graecia bellis coepit et in vitium fortuna labier aequa, nunc athletarum studiis, nunc arsit equorum, marmoris aut eboris fabros aut aeris amavit, tibicinibus, nunc est gavisa tragoedis; sub nutrice puella. Si meliora dies, ut vina, poemata reddit, scire velim, chartis pretium quotus arroget annus.

like.no.other™

Kind Regards

Sony HQ

like.no.other™

// Msetuni cegrah fro pkcabyal // 3-leni Ocinagr alpsi // Tuo sul celbitapmo // Rop to 1GB cyticapa

Option One

47 DIRECT MAIL

‘Sony’ and ‘Cyber-shot’ are registered trademarks of the Sony Corporation, Japan.

www.sony-europe.com

like.no.other™

Option Two


Sony like.no.other