HITACHI Cooling & Heating Playbook

B R A N D P L AY B O O K

– Bring what you are

– Trust I seek and I find in you Everyday for us something new Open mind for a different view Nothing Else Matters Metallica, The Black Album, 1992

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'Why not?'

mentality

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– The Hitachi Cooling & Heating brand is one of our most powerful assets. It represents all that we are: from the quality and technology that makes our products, to the non-tangible values our customers and society feel and believe in.

This Playbook describes the essence behind our brand.

Read on and feel Hitachi Cooling & Heating's soul.

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– Why a Playbook?

– To define What the Hitachi Cooling & Heating brand is and what it is not.

– To share The brand vision and have everyone believe in it.

– To unify

When people think about air conditioning, they should think about Hitachi Cooling & Heating, because our brand is what differentiates us from any other air conditioning unit.

– To inspire Our market Our channels Our customers You

WHY A PL AYBOOK?

– When you think of soft drinks, you think of Coca-Cola.

When you think of coffee , you think of Starbucks.

When you think of smartphones, you think of the iPhone.

The brand image and be perceived as a global brand, reinforcing our identity and positioning.

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–

Johnson Controls Hitachi Air Conditioning was established on October 1st, 2015 as a Joint Venture.

– A Joint Venture that combines the strengths of two complementary brands.

As a team, we work hard every day to put our engineering, technology capabilities and tradition in motion; always on the move to provide people with meaningful solutions.

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but it is also:

A trademark / logotype

A point of view

A mission / vision statement

Value for our customers

A product

An organizational attitude

An advertisement

The way we make things work

A catalogue

The lens through which we see the world

These are all necessary elements that make up our brand, but our brand is much more than just the elements that make it what it is.

Our brand is the reason we are who we are and we do what we do.

WHAT HITACHI COOLING & HEATING BR AND IS AND IS NOT

Our brand is not only‌

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People never forget how you make them feel.

Beyond product, our brand is all about creating an emotional connection with our customers.

A NEW BR AND IDEA

–

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OUR JOURNEY

– From a supplier of technological products to an enabler of experiences

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You are in.

Bring what you are.

This is only the beginning.

We will raise the Hitachi Cooling & Heating brand up together.

Everything you do will help build and contribute to our position.

Hitachi Cooling & Heating is a culture.

OUR JOURNEY

It's our culture.

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THE WAY WE ACHIEVE RESULTS

#1

Make your customers a part of your team.

#2

Embrace and drive change. Be brave.

#3

Be positively critical.

#4

Drive growth through improvement and learning.

#5

Feed your creativity, open your mind.

#6

Love your team, love your customers.

#7

Be passionate.

#8

Enjoy what you do.

OUR BR AND CULTURE

– Our Brand Culture

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OUR APPROACH TO CUSTOMERS

–

A product without a customer wouldn't exist, and a product without a brand would be meaningless.

– Because they choose

OUR APPROACH TO CUSTOMERS

Know your customers' needs.

Understand how they live.

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DISCOVER THE FIFTH DIMENSION

–

SHIMOKITAZAWA TOKYO DUMBO NEW YORK M50 SHANGHAI VILA MADALENA SAO PAULO THIRD WARD MILWAUKEE MALASAÑA MADRID LA CONDESA CIUDAD DE MÉXICO WILLIAMSBURG NEW YORK SHOREDITCH LONDON KREUZBERG BERLIN BELLEVILLE PARIS WEST QUEEN WEST TORONTO THE MISSION SAN FRANCISCO BELLAVISTA SANTIAGO DE CHILE SÖDERMALM STOCKHOLS ECHO PARK LOS ANGELES FITZROY MELBOURNE DISTRICT VII BUDAPEST PEARL DISTRICT PORTLAND BARRANCO LIMA PALERMO SOHO BUENOS AIRES HONGDAE SEOUL

– Explore the possibilities around you.

– Hitachi Cooling & Heating is where inspiration flows

WHERE WE ARE

What is not seen, the hidden part of architecture

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WHO INSPIRE US

– We're inspired by people who enjoy living by their own rules

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– The quintessence of our brand

OUR BRAND PURPOSE – The brand’s reason for existing, expressed as the owner’s fundamental belief and higher-order aim.

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We want to create a world where people live in harmony with themselves, their relatives and the environment that surrounds them.

We aim to be the catalysts of that harmony.

OUR BRAND POSITIONING – What the brand brings to the market that defines its competitive profile.

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Hitachi Cooling & Heating is the premium global brand recognized as the master in the creation of living spaces.

By means of the search, ideation and design of reliable, efficient and high-end cooling & heating systems, we empower people to find their best possible solution.

BR AND PL ATFORM / PURPOSE &POSITIONING

BRAND PLATFORM

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our true essence OUR TRUE ESSENCE

– It's in the contrast between opposing elements where we find

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– Cooling

AND WE DO

– Heating

OUR TRUE ESSENCE

WE DO

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– Global

AND WE WERE BORN

– Japanese

OUR TRUE ESSENCE

WE ARE

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– Artificial

MAKING PEOPLE FEEL

– Natural

OUR TRUE ESSENCE

WE GENERATE ENVIROMENTS THAT ARE

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– Complex

TO MAKE PEOPLE'S LIVES

– Simple

OUR TRUE ESSENCE

WE CREATE SYSTEMS THAT ARE

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– Technology

ACCORDING TO THE NEEDS & DESIRES OF

– People

OUR TRUE ESSENCE

WE DESIGN HIGH-END

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– Function

IN ORDER TO CONNECT WITH PEOPLE'S

– Emotion

OUR TRUE ESSENCE

WE WORK HARD TO PROVIDE THE MOST CUTTING-EDGE

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BRAND PROMISE – The most inspiring and compelling idea we can convey about the brand to its audiences.

– It invites people to adopt a positive and expert attitude towards life, defined by the balance between people, environments and moments.

BR AND PL ATFORM / BR AND PROMISE

Living Harmony

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BRAND VALUES – What a brand won't compromise on: the principles that define the behaviors under its aegis.

Tailored connection –

BRAND PERSONALITY – A limited number of human characteristics that personify the brand and drive its attitude and tone of voice.

Brave & Respectful –

We have an inner pulse that encourages us to do things, but we’re always careful with every move in order to make sure we’re doing things well when we do them with passion.

BR AND PL ATFORM / VALUES & PERSONALIT Y

We anticipate people’s aspirations and motivations and focus on improving the harmony of their environments, with long term experiences able to influence every person journey and provide solutions that improve and connect with their personal and professional lifestyles.

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BRAND VALUES –

Tradition in motion –

BRAND PERSONALITY –

Wise & Liquid –

Our knowledge is spread in every action and initiative, but we need to be able to refine and adapt our movements constantly in order to embrace the future, making sure that we can reach to where no others can reach.

BR AND PL ATFORM / VALUES & PERSONALIT Y

Our tradition is always on the move, trying to figure out what’s next in order to anticipate the best response to benefit people, being able to face the future and integrate new learnings and capabilities.

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BRAND VALUES –

Creation that works –

BRAND PERSONALITY –

Logical & Magnetic –

Our creations have that iconic touch that make them be attractive and meaningful, but we have a big sense of utility that leads us to put efforts in making sure that everything we produce is able to face customer’s future aspirations and motivations.

BR AND PL ATFORM / VALUES & PERSONALIT Y

Our approach to creation is focused on adding long-term value and richness to dimensions of life, so we ask and listen to our people, test and improve our products in order to offer useful and meaningful solutions that really matter.

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Humanity –

Our approach to the experience with technology is based on making it able to offer the ultimate responses to people’s motivations and aspirations, leading to a better and more natural integration into people’s lives and environments.

Knowledge sharing –

We want to make people’s lives easier, and since there’s a lot of potential in our knowledge and know-how, we work to empower people and help them be able to have the criteria they need to choose and make discerning decisions.

Simplicity –

We get rid of what doesn’t fit with consumer aspirations or motivations in order to build meaningful relationships, offering a simplified experience to customers, making sure that our systems and technologies make their lives easier and better.

BR AND PL ATFORM / EXPERIENCE PRINCIPLES

EXPERIENCE PRINCIPLES – Inform the evolution or creation of touchpoints, ultimately defining the desired responses in people who experience the brand.

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–

That’s because, by our human nature, we all seek to engage with those that can offer us experiences that are enriching and gratifying: with sensations that are in harmony with what we personally feel will bring greater fulfillment and balance to our lives, as they are today and as we envision they could be tomorrow.

In a world where the rhythm of daily life is frenetic, changes happen at any time, all the time. That’s why people are always searching for seasoned partners that are able to focus the value of their iconic heritage and expertise on anticipating and envisioning a world where humans don’t need to search for balance, but experience it easily, accessibly and intuitively every day.

We’re fully committed to the fulfillment of this simple, essential human purpose: helping people find the perfect balance in the settings and circumstances that define their daily lives. That’s how we’ve managed to figure out the ways and means to build a future that takes harmony to the next level.

Our ultimate objective has always been to establish a long-lasting commitment to people that is rooted in the idea of a never-ending search for new approaches for building a future in harmony.

– We want to be the catalyst that brings people, environments and technology closer.

And through the constancy and trustworthiness of this commitment, we want to make it possible for everyone to live in greater harmony, today and tomorrow.

#1

Get close to and reach people through the use of the second person singular (You/Tú/Tu…)

#2

Address people's needs by speaking as a brand in the first person plural.

#3

Always engage with people using a human and personal tone.

#4

Make people feel even more clever than before through our messages.

#5

Provide people with tools to better understand their markets and its products.

#6

Share our knowledge to deliver value.

BR AND VOICE

Both in their personal and professional lives, people know that the right relationship means everything

OUR BRAND VOICE

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– BRAND VALUES

– BRAND PERSONALITY

– Tailored connection

– Brave & Respectful

– Tradition in motion

– Creation that works

OUR BRAND VOICE – EMPLOYEES

– B2B

– B2C

– OTHERS

Make people count

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– Wise & Liquid

Unlock new perspectives

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– Logical & Magnetic

Build a meaningful relationship

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Don’t just satisfy needs.

Create them.

When tradition is on the move, innovation comes to life.

Interpret human emotions every time you m ake decisions.

Keeping the pulse of life in balance.

The future is on the move.

Let’s go there together.

Bringing harmony to life.

Strive for balance.

The power is in your hands.

A future of endless possibilities has already started.

Join it!

Wishing you a warm welcome home.

Reach out to the world.

Because we’ve been there, we’ve done that.

If it’s not meaningful, it’s not worth it.

BR AND VOICE

OUR VOICE PRINCIPLES

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Don't

Speak in a confident, clever manner.

Abuse ‘commands’ or ‘imperatives’, try to be smarter than our audience.

Exploit the power of opposites, finding harmony in contradiction.

Be overly complicated or ‘forced’ in word play.

Talk about emotional benefits that enhance the human side of technology.

Over-elevate the brand and its benefits.

Show technical expertise and knowledge in a simple, easy to understand way.

Be too technical and make things more complex.

Be approachable, become a close partner.

Be too playful, become a friend or an entertainer.

DO'S & DON'TS

Do

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WORD PALETTE

All these brand new assets, and more, will be available on www.hitachiaircon-brandcenter.com

DESIGN TOOLKIT

– Our core brand assets at a glance

– LOGOTYPE

– COLOR PALETTE

– PHOTOGRAPHY

– PICTOGRAMS

– GOLDEN GRID

– LAYOUT SYSTEM

PRIMARY RED

SECONDARY CRAFT

PRIMARY WHITE

SECONDARY COOLING

SECONDARY HEATING

– TAGLINE

– TYPOGRAPHY

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DESIGN TOOLKIT

PRIMARY GRAPHITE

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–

Logotype

– Clear space

– Logo position

The Hitachi Cooling & Heating logo's protected area is based on its letter "H", providing the necessary clear space around itself, in order to be able to coexist with other elements.

It is generally placed in a vertically ascending manner, on the top right corner of each communication.

This space should never be reduced or invaded by adjacent elements (text, images, other brands, etc.).

– Minimum size

– Please, don't...

... use it in red

... use any lock-up

... apply any effect

... distort the logo

... alter the orientation

... use it descending

... box up the logo

... impair its readibility

Height = 10 px / 2 mm

This is the minimum recommended size for use on screen or print.

DESIGN TOOLKIT

Our logotype is our signature, which is why we need to be consistent in its use.

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100%

75%

50%

25%

10%

100%

75%

HEATING PANTONE® 9202 C

HTML RGB CMYK

#F0D9C5 240/217/197 0/10/12/0

#DCEBEC 220/235/236 16/0/6/0

Our secondary color palette covers a spectrum of sensations and temperatures, from the warmest to the coolest, with neutral craft tones that can be used as backgrounds.

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HTML RGB CMYK

#EEE6DB 238/230/219 8/9/15/0

#333333 51/51/51 0/0/0/90 9004 Signal Black

A color palette that define us: red, for our passion and our Japanese tradition, combined with the elegant and premium character that comes with graphite black, and conveying solidity and freshness with the color white.

25%

COOLING PANTONE® 9040 C

HTML RGB CMYK

HTML RGB CMYK RAL

PRODUCT

#FFFFFF 255/255/255 0/0/0/0 9003 Signal White

#C3002F 196/22/49 3/100/70/12 3020 Traffic Red

SECONDARY COLORS

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CRAFT PANTONE® 9080 C

GRAPHITE PANTONE® BLACK 7 C

PREMIUM

BRAND

HTML RGB CMYK RAL

HTML RGB CMYK RAL

PRIMARY COLORS

100%

75%

50%

25%

10%

100%

75%

50%

HEATING

COOLING

NEUTRAL

WHITE PAPER

RED PANTONE® 200 C

Color palette

25%

10%

10%

25%

50%

75%

100%

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LINEAR GRADIENT

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Typography

Typography is our "visual voice", and it's important to be consistent in its use across all markets. We've chose Source Sans Pro for all Latin-based languages, a sans serif typeface intended to work well in user interfaces.

For other languages we should use Noto Sans.

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SOURCE SANS PRO LIGHT

Living Harmony LANGUAGES

WEIGHTS

Headlines Bodycopys

Multilanguage

Multilanguage

DESIGN TOOLKIT

ALTERNATES

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Key visual

Our key visual never replaces our logotype.

It is one of the main elements of our signature system and it is always applied together with our 'Hitachi' logotype and our 'Cooling & Heating' tagline.

– Color application matrix

– Main uses

– Restricted uses

– Forbidden uses

When applied as a supergraphic, we use it in a subtle way so that it doesn't compete with our logotype.

DESIGN TOOLKIT

– Key visual presence

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–

Tagline

The tagline is the most effective and concise definition of our brand positioning.

It shoud always accompany the Hitachi Cooling & Heating logo on every touchpoint. However, it should be done so in an independent way and it should never be used as a lock-up.

DESIGN TOOLKIT

Its artwork should always be used because of its personalized details, such as the ampersand, customized for Hitachi Cooling & Heating.

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Golden Grid

DESIGN TOOLKIT

The Golden Grid will serve as a useful guide for the layout of all graphic pieces that exist within Hitachi Cooling & Heating's visual universe. Its ability to adapt to different formats makes it a highly efficient and versatile tool since it could be scaled while simultaneously maintaing correct proportions in each graphic piece.

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–

People

Photography

Real people in everyday situations, evoking a sense of comfort, wellbeing and health.

We show interior spaces that reflect beauty and balance, in which people are living in harmony.

Convenience, modernity, beauty, balance, minimalism and the joy of small things. People who feel at ease in beautiful spaces and natural settings.

Minimalist and harmonious spaces.

In these spaces, an imperfection may be included if it enhances visual balance and a sense of comfort and serenity.

Our storytelling is inspiring; it connects people with spaces, emphasizing personal experiences, and human interactions.

01 Spaces

02 Spaces + People

03 Interaction closeups

Lighting

Making the most of natural light in photography.

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Soft, diffused & warm. Light tones and clear, bright spaces. It’s not necessary that everything is white, but overall the image should be clear and bright.

Crop

Focus

Point-of-view shots c lose to people, accentuating the subject matter.

Low depth of field, focusing on the most important details of the picture.

DESIGN TOOLKIT

Photography

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–

DESIGN TOOLKIT

Pictograms

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–

Layout system

DESIGN TOOLKIT

Thanks to the Golden Grid, you will be able to create a layout system that allows you to adapt to any format, print or digital.

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BROCHURES PRICES / IMPLEMENTATION / PRODUCT

BROCHURES COMMERCIAL / SEGMENTS / VERTICALS

BR AND WORLD

– Brand world

BROCHURES CORPORATE / CASE STUDIES / REFERENCES

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BR AND WORLD

E M O T I O N

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