JACUZZI 速 BRAND GUIDELINES
OUR PRIORITY IS TO RESTORE THE RHYTHM AND BALANCE IN YOUR LIFE. WHETHER YOU HAVE A DEMANDING JOB, LOVE SPORT OR SIMPLY A BUSY LIFESTYLE; JACUZZI速 OFFERS YOU A REVITALISING, REWARDING CONSTANT IN YOUR LIFE; THAT WILL REJUVENATE YOU AFTER AN ACTIVE DAY, REFRESHING YOU FOR THE NEXT. SO, AT THOSE TIMES WHEN YOU WANT TO BE RE-ENERGISED, OR THE MOMENTS WHEN YOU WANT TO RELAX, WE ARE HERE, BECAUSE LIFE SHOULD FLOW.
04 – 05
CONTENTS HAVING A STRONG BRAND MATTERS. EVERY PIECE OF COMMUNICATION WE PRODUCE SAYS SOMETHING ABOUT JACUZZI® AND ABOUT OUR BRAND. THIS GUIDE WILL HELP US TO TALK TO OUR AUDIENCES IN A CONSISTENT AND ENGAGING WAY.
06-07 08-09
Our History and Promise
10-11
Our Brand proposition – DNA
12-13
1.0 - Our brand identity
1.1
Our logo
1.2
How to use our logo
1.3
How not to use our logo
1.4
Sizes & clearance area
1.5
Tone of voice
22-23
2.0 - Colour
2.1
26-27
3.0 - Typography
3.1
Our typeface
3.2
Typeface usage
30-31
4.0 - Photography Style
Our Brand proposition
Core brand colour palette
4.1 Brand photography – Projecting Leadership
4.2
Photography lifestyle
4.3
Cropping photography
4.4
Incorrect photography
36-35 In Summary 38-47 Trademark Guidelines
JACUZZI BRAND GUIDELINES
OUR HISTORY AND PROMISE
THE NAME THAT LAUNCHED AN INDUSTRY CONTINUES TO REDEFINE IT
06 – 07
OUR HISTORY More than 50 years of invention and innovation had taught us to always keep moving. From patenting the first whirlpool bathtub to pioneering new systems in environmentally sound, ultraviolet filtration systems, Jacuzzi® is always moving forward. We continually work toward the next discovery, breakthrough, and major leap that will enhance the sensory experience – social or private, soothing or invigorating, but always completely satisfying. The very name ‘Jacuzzi’ evokes a sense of indulgence and relaxation, and a longstanding reputation for the best in spa and bath products.
We want our customers to enjoy enhanced living through our premium and technologically superior bathroom and spa products. Our products are designed to excite and stimulate the sensations of those who value beauty and style, and usability & performance. Our marketing messages, especially visually, need to attract and satisfy the curiosity of those who seek the health & pleasure benefits of an enhanced, in-home, spa and bath experience. Clean, cohesive, and uncluttered, our marketing messages should reflect the simplicity of pampering yourself with water that moves you.
JACUZZI速 BRAND GUIDELINES
OUR BRAND IDENTITY OUR BRAND PROPOSITION
LIFE SHOULD FLOW
08 – 09
TODAY, LIFE CAN BE A WHIRLWIND. OUR PRIORITY IS TO RESTORE THE RHYTHM AND BALANCE IN YOUR LIFE. WHETHER YOU HAVE A DEMANDING JOB, LOVE SPORT OR SIMPLY A BUSY LIFESTYLE, JACUZZI® OFFERS YOU A REVITALISING, REWARDING CONSTANT IN YOUR LIFE THAT WILL REJUVENATE YOU AFTER AN ACTIVE DAY, REFRESHING YOU FOR THE NEXT. SO, AT THOSE TIMES WHEN YOU WANT TO BE RE-ENERGISED, OR THE MOMENTS WHEN YOU WANT TO RELAX, WE ARE HERE, BECAUSE LIFE SHOULD FLOW.
We have a clear understanding of the role our products play in the lives of our customers. Moreover, we know why customers are attracted to the Jacuzzi® brand, and why it adds significantly greater value when compared to our rivals. For those closest to our brand, those buying Jacuzzi® products, it seems motivations do not centre alone on outdated paradigms of indulgence, relaxation and pretence. Nor are they attracted solely by product features and technical performance.
WE EFFORTLESSLY BLEND BEAUTIFULLY FLUID CONTEMPORARY DESIGN WITH OUR CONTINUING STORY OF TECHNICAL INNOVATION AND SERVICE EXCELLENCE. YOU CAN BE SURE THAT THIS IS A BRAND THAT WILL ALWAYS INSPIRE AND NEVER LET YOU DOWN. LIFE FEELS BETTER. BECAUSE LIFE FLOWS BETTER WITH JACUZZI®.
JACUZZI速 BRAND GUIDELINES
OUR BRAND IDENTITY DNA PROPOSITION
MORE THAN JUST A NAME OUR BRAND NAME, KNOWN WORLDWIDE IS OUR BIGGEST ASSET. CONSUMERS ALREADY KNOW OUR NAME AND MUST ALWAYS BE REMINDED OF WHAT MAKES JACUZZI速 SO SPECIAL. A true brand experience extends beyond the use of a product. That is, the benefits of using the product lasts longer than simply the duration of using it, extending its perceived value.
EXPERIENCE: One which satisfies both LOGICAL and EMOTIONAL needs in SYNERGY. Our consumers and followers are motivated by the CONNECTIONS with our brand EXPERIENCE in totality. All communication, all products and all customer service all affect the Jacuzzi速 brand experience; and ultimately how the consumer reacts. We have constructed a model of our brand DNA. These four pillars form the foundation on which all brand activity is built. Working by this model will ultimately give us competitive advantage and a distinct reputation in the market. Our brand DNA is key to everything we do, say and stand for.
PERFORMANCE A continuous story of technical innovation, product reliability and service excellence that ensures a consistently positive customer experience.
HEALTH Rejuvenating, invigorating and relaxing experience extends the use of our products supporting a healthy lifestyle and re-energising for the day ahead.
DESIGN Beautiful, flowing design and discerning product detail makes a distinctive style statement and creates desire that never abates.
PLEASURE Pleasure is a state of mind. Freedom to enjoy your time in anyway you wish. We are there when you need us most. Always bringing vitality to your day and togetherness to your family.
10 – 11
OUR BRAND DNA IS KEY TO EVERYTHING WE DO, SAY AND STAND FOR WE HAVE ESTABLISHED A MODEL OF OUR BRAND DNA. THESE FOUR PILLARS FORM THE FOUNDATION ON WHICH ALL BRAND ACTIVITY IS BUILT. WORKING BY THIS MODEL WILL ULTIMATELY GIVE US COMPETITIVE ADVANTAGE AND A DISTINCT REPUTATION IN THE MARKET.
PERFORMANCE
DESIGN
A CONTINUOUS STORY OF TECHNICAL INNOVATION, PRODUCT RELIABILITY AND SERVICE EXCELLENCE THAT ENSURES A CONSISTENTLY POSITIVE CUSTOMER EXPERIENCE.
BEAUTIFUL, FLOWING DESIGN AND DISCERNING PRODUCT DETAIL MAKES A DISTINCTIVE STYLE STATEMENT AND CREATES DESIRE THAT NEVER ABATES.
PLEASURE
HEALTH
PLEASURE IS A STATE OF MIND. FREEDOM TO ENJOY YOUR TIME IN ANYWAY YOU WISH. WE ARE THERE WHEN YOU NEED US MOST. ALWAYS BRINGING VITALITY TO YOUR DAY AND TOGETHERNESS TO YOUR FAMILY.
REJUVENATING, INVIGORATING AND RELAXING EXPERIENCE EXTENDS THE USE OF OUR PRODUCTS SUPPORTING A HEALTHY LIFESTYLE AND RE-ENERGISING FOR THE DAY AHEAD.
JACUZZI速 BRAND GUIDELINES
OUR BRAND IDENTITY
12 – 13
1.0 OUR BRAND IDENTITY OUR BRAND IDENTITY IS PROBABLY THE MOST RECOGNISABLE ELEMENT OF THE JACUZZI® BRAND. THE NEXT FEW PAGES WILL DESCRIBE HOW IT SHOULD BE USED AND THE ELEMENTS THAT MAKE IT UNIQUE.
1.1 OUR LOGO 1.2 HOW TO USE OUR LOGO 1.3 HOW NOT TO USE OUR LOGO 1.4 SIZES & CLEARANCE AREA 1.5 TONE OF VOICE
JACUZZI速 BRAND GUIDELINES
OUR BRAND IDENTITY OUR LOGO
1.1 OUR LOGO
01. PRIMARY VERSION
02. PRIMARY NEGATIVE VERSION
PRIMARY CORPORATE VERSION
PRIMARY CORPORATE NEGATIVE VERSION
01.
02. This is the primary, negative version of the logo. It can be used where the background colour is too dark to be able to use the primary version.
This is the primary version/ corporate version of the Jacuzzi速 logo. It should be used where possible on all Jacuzzi速 brand communications. This version works well on corporate documents and where the background colour is light.
It works well when used in conjunction with photography or as a print finish in either white or silver.
03. SECONDARY VERSION
03. This is the secondary version of the logo. It can be used where appropriate. This logo is a link to our heritage and should be used where product requires it.
14 – 15
THE JACUZZI® IDENTITY HAS EVOLVED
TAKING THE EXISTING MARQUE WE HAVE CREATED A TIMELESS VERSION WHICH IS SIMPLISTIC, CONFIDENT AND CONTEMPORARY IN DESIGN. MAINTAINING THE HERITAGE OF THE BRAND TO REFLECT THE TECHNICAL INNOVATION AND SERVICE EXCELLENCE. IT VISUALLY REFLECTS THE FLUID CONTEMPORARY DESIGN ATTRIBUTES OF THE BRAND. To ensure that the logo works across all collateral there are five versions of the marque, a primary version, a primary negative version, a primary corporate version, a primary corporate negative version and secondary version. Our logo was designed to be flexible enough to be used in all marketing applications. Please use only the versions shown – no other variations or colours are allowed. The following pages provide further information on how these five versions work detailing the usage of the logo, clearance and size area.
JACUZZI速 BRAND GUIDELINES
OUR BRAND IDENTITY HOW TO USE / NOT TO USE OUR LOGO
1.2 H OW TO USE OUR LOGO USING THE RIGHT VERSION OF THE LOGO IN THE RIGHT SITUATION IS ENTIRELY DOWN TO LEGIBILITY. SHOWN BELOW ARE ALL THE POSSIBLE ITERATIONS OF THE LOGO AND THE BACKGROUNDS THEY SHOULD BE USED ON.
01. PRIMARY LOGO COLOUR ON WHITE
02. PRIMARY CORPORATE LOGO COLOUR ON WHITE
03. PRIMARY LOGO COLOUR NEGATIVE
04. PRIMARY CORPORATE LOGO COLOUR NEGATIVE
05.WHITE OUT OF ACCENT COLOUR
06.WHITE OUT OF DARKER IMAGERY
07. SECONDARY LOGO ON WHITE
16 – 17
1.3 HOW NOT TO USE OUR LOGO AT THE SAME TIME IT IS IMPORTANT TO KEEP THE CONSISTENCY OF THE LOGO. WITH THIS IN MIND, BELOW ARE A LIST OF VERSIONS THAT MUST NEVER BE USED ON ANY PIECE OF JACUZZI® COMMUNICATIONS.
01. Don’t outline any element of our identity.
01.
02.
03.
04.
05.
06.
07.
08.
02. Don’t frame any version of marque using an alternative colour to the background it appears on. 03. Always ensure there is enough contrast between the marque and the background it sits on. On dark backgrounds always use the white out version of the marque. 04. Don’t position the marque over imagery Marque can be positioned in a corner with the background is a uniform colour. 05. Only use the marque at the angle it is supplied. Don’t twist the marque. Don’t distort the marque to fit a specific area. The marque should always appear at 100% width. 06. Always ensure there is enough contrast between the marque and any background photography. 07. Only use the colours specified in the colour palettes on page 24-25. The marque should only ever appear in the primary brand colour, white out or mono. 08. Don’t use any other typeface to create the Jacuzzi® logo. Don’t construct your own logo. Only use the supplied artwork, never try to recreate any part of the Jacuzzi® logo.
Jacuzzi
JACUZZI® BRAND GUIDELINES
OUR BRAND IDENTITY SIZES & CLEARANCE AREA
1.4 SIZES & CLEARANCE AREA
ENSURING OUR MARQUE CAN BREATH
IT’S VERY IMPORTANT TO US THAT OUR IDENTITY IS ALWAYS LEGIBLE AND CLEAR. THIS IS PARTLY ACHIEVED THROUGH ENSURING THAT THE JACUZZI® LOGO IS NEVER USED BELOW A CERTAIN SIZE 02 AND THAT THERE IS ALWAYS SUFFICIENT SPACE AROUND IT TO ENABLE IT TO HAVE ENOUGH STANDOUT 01. ALL ARTWORKED VERSIONS OF THE LOGOS ARE AVAILABLE FROM THE JACUZZI® MARKETING TEAM.
18 – 19
01. To ensure the logo has sufficient space and standout, we’ve created a recommended clearance area or ‘exclusion zone’. We don’t expect you to measure it every time you use it, but we’d like you to ensure that the logo has a good amount of space around it so that it looks uncluttered and has room to breathe. We want people to be able to see it clearly and allowing some space around it will help make this possible.
02. It’s very important to us that our identity is always legible and clear, this is so essential when the amount of space is limited. At very small scales the text would become illegible. We recommend that the Jacuzzi® logo is never smaller than 15mm wide.
01. LOGO WITH CLEARSPACE
X
X
X
X
X = 1/3 height of the Jacuzzi logo
02. MINIMUM WIDTH
min. 15mm
03. PLACEMENT
03. To ensure maximum visibility and recognition, consistent placement of the logo is necessary. The logo can be placed once in either of the four corners were practical.
The logo should always be used as supplied from the Jacuzzi® marketing team, however this simply shows how it is created. By following these simple points, we can maintain a brand that is always clear and prominent.
JACUZZI® BRAND GUIDELINES
OUR BRAND IDENTITY TONE OF VOICE
1.5 TONE OF VOICE
NOWHERE IS IT MORE IMPORTANT TO COMMUNICATE OUR NEW PROPOSITION THAN IN THE TONE OF VOICE WE ADOPT, WHICH MUST CASCADE INTO EVERYTHING WE DO. THE LANGUAGE WE USE, THE VALUES WE PROJECT, AND THE EXPERIENCE WE PROMISE. FROM BROCHURES TO BANNER ADS, EACH PIECE OF MARKETING COLLATERAL MUST COME FROM THE SAME SOURCE, REINFORCING WHAT MAKES JACUZZI® SO SPECIAL.
KNOW YOUR AUDIENCE
What you say is just as important as how you say it. When writing a piece of communication for Jacuzzi® please do keep in mind who you are talking to. It is possible to write about complex issues in a clear and engaging way without being patronizing and this will help benefit everyone. It’s important that the tone of voice follows these four principles to convey the essence of the brand. It should be sophisticated, technical (where applicable), engaging and energized.
PLEASURE Pleasure is a state of mind. Freedom to enjoy your time in anyway you wish. We are there when you need us most. Always bringing vitality to your day and togetherness to your family. PERFORMANCE A continuous story of technical innovation, product reliability and service excellence that ensures a consistently positive customer experience. HEALTH Rejuvenating, invigorating and relaxing experience extends the use of our products supporting a healthy lifestyle and re-energising for the day ahead. DESIGN Beautiful, flowing design and discerning product detail makes a distinctive style statement and creates desire that never abates.
TONE OF VOICE
Naturally there will be subtle variations in the brand messaging when approaching different product ranges and indeed our trade audience. Our audience for the Jacuzzi® brand represents the very highest end of the market. They are affluent, successful, and are looking for something that will help them stay at the top of the game.
20 – 21
“CELEBRATE TODAY. AND GET READY FOR TOMORROW. AT JACUZZI® WE BELIEVE LIFE IS ALL ABOUT BALANCE. FROM RELAXING WITH FRIENDS TO RENEWING YOUR FOCUS, WE CAN HELP RESTORE YOUR NATURAL RHYTHMS. BECAUSE LIFE SHOULD FLOW.”
JACUZZI® PRO
People are also used to EXAMPLES experiencing the best, so whilst “Take the initiative. At Jacuzzi® we’re not just here to pamper you. styling and technological But to prepare you. To ensure that one-upmanship are important, it is whatever goals you’ve set yourself, the tangible benefits which people you meet. From one day to will value most. For example, they the next.” don’t just need to know that there are 8 vertical hydromassage jets, “Let your body rest. Let your mind they need to be told about the soar. A Jacuzzi® hot tub or bath is rejuvenating fingertip massage designed to help you get where you these jets will deliver in a genuine want to be. To get the most out of Jacuzzi® Hot Tub. Our consumers in today and every day. Because life this market are both discerning and should flow.” aspiring. They are successful in their fields but hungry for more. Here, the promise of a high achieving, highly active lifestyle will fire their imaginations.
Jacuzzi® Pro communications must convey the brand essence to its professional audience, providing clear information about available ranges and understandable benefits of the role Jacuzzi® products play in the lives of their customers. Moreover, all communications must articulate unique motivations for purchasing the Jacuzzi® brand, and why it adds significantly greater value when compared to rivals.
JACUZZI® BRAND GUIDELINES
OUR BRAND IDENTITY COLOUR
2.0 COLOUR WE’VE GONE TO GREAT LENGTHS TO PRODUCE A BROAD, USABLE COLOUR PALETTE WITH A SET OF COLOURS FOR EVERY TYPE OF COMMUNICATION.
2.1 CORE BRAND COLOUR PALETTE
22 – 23
JACUZZI® BRAND GUIDELINES
OUR BRAND IDENTITY COLOUR
2.1 C ORE BRAND PALETTE THE CORE PALETTE REFLECTS WHAT OUR CUSTOMERS VALUE THE MOST IN THE JACUZZI® BRAND. IT IS UNDERPINNED BY COOL GREY 11 AND COMPLEMENTED WITH ACCENT COLOURS.
01. PRIMARY BRAND COLOUR Cool Grey 11 C0 M0 Y0 K80 02. FIRST ACCENT COLOUR Pantone® Black C0 M0 Y0 K100
01.
02.
03. 04. 05. 06. 07. 08. 09. 10.
06. FIFTH ACCENT COLOUR Pantone® 543 C35 M0 Y5 K0 R159 G219 B237
(Rich Black maybe used on large areas C30 M0 Y0 K100)
07. SIXTH ACCENT COLOUR Pantone® 432 C70 M55 Y55 K30 R75 G86 B87
03. SECOND ACCENT COLOUR Pantone® 539 C95 M71 Y53 K56 R3 G43 B58
08. SEVENTH ACCENT COLOUR Pantone® 1807 C0 M100 Y96 K28 R181 G18 B27
04. THIRD ACCENT COLOUR Pantone® 563 C52 M0 Y32 K1 R117 G199 B185
09. EIGHTH ACCENT COLOUR Pantone® 137 C0 M45 Y100 K0 R249 G157 B28
05. FOURTH ACCENT COLOUR Pantone® 634 C100 M0 Y9 K40 R0 G118 B152
10. NINTH ACCENT COLOUR Pantone® 117 C0 M18 Y100 K15 R22 G180 B8
24 – 25
ANY COMBINATION OF ACCENT COLOURS MAYBE USED IN ANY PRODUCT CATEGORY. GREY IS THE FIXED VARIABLE. CONSISTENCY AND CLARITY ARE THE MAIN CRITERIA WHEN USING OUR BRAND PALETTE.
01.
02.
03.
04.
05.
06.
07.
08.
09.
10.
JACUZZI速 BRAND GUIDELINES
OUR BRAND IDENTITY TYPOGRAPHY
26 – 27
3.0 TYPOGRAPHY WE THINK WE’VE CHOSEN A GREAT TYPEFACE – GILL SANS IT IS FRIENDLY, LEGIBLE AND CLEAR, IT’S FRESH,YOUNG AND INSPIRING.
3.1 OUR TYPEFACE 3.2 TYPEFACE USAGE
JACUZZI速 BRAND GUIDELINES
OUR BRAND IDENTITY OUR TYPEFACE & USAGE
3.1 OUR TYPEFACE
GILL SANS IS OUR PRIMARY TYPEFACE. IT IS AVAILABLE IN LIGHT, REGULAR & BOLD. CONSISTENCY IN USE
The consistent use of typography is essential to expressing our Brand. Our house font is the Gill Sans font family.
Gill Sans Light has a strong, nononsense look that embodies our brand philosophy. It is usually used large and in all-caps for headlines.
Gill Sans is a san-serif font that combines a straightforward, honest look with a Gill Sans Regular is mostly use for contemporary, humanistic touch. longer sections of copy where readability is important. It is available in a variety of weights and can be combined to create simple, yet Gil Sans Bold is mostly used as an interesting looks. accent font for subheads and callouts. Note: No other versions of Gill Sans should be used. Italics should never be used on any Jacuzzi速 communications.
All Jacuzzi速 brand copy should appear in Gill Sans. This applies to documents, correspondence, promotional materials, displays and other communications. If you need to purchase the font it is available at www.linotype.com.
28 – 29
3.2 TYPEFACE USAGE 01.
02.
03.
USING GILL SANS
HEADLINE SUBHEAD Body copy
01. Headline copy is very flexible, you can use any of the three weights available. For longer headlines the light weight can work well. 02. Subheads are also very flexible, you can use any of the three weights available. Though generally the regular weights would be used as the light weight may appear to faint at small sizes. Headlines & subheads should always appear in upper case. 03. Body copy should always appear in LIGHT where possible ie; on white or light coloured backgrounds, however, where it appears on black or darker coloured backgrounds it is acceptable to appear in REGULAR for readability. Only in exceptional circumstances should it appear in BOLD ie; where the printing method is unknown, or if typed on a very dark background where the copy is to appear smaller than the recommended minimum of 8pt.
Headline Example Gill Sans Light should be used in all headlines. Make sure the headline is stands out and is easy to read. Point size should be at least 4x the point size of the copy.
J-LX PREMIUM ® JACUZZI COLLECTION ™
THE MOST ENERGY EFFICIENT SPAS IN THEIR CLASS
SUBHEADER Example
Get true energy efficiency plus patented-jet hydrotherapy in a luxury Jacuzzi from the new J-LX ®
™
Collection. Designed and tested in an independently certified chamber*, the J-LX™ model and the J-LX™ with lounge seating minimize your Hot tub operation costs.
Gill Sans Light, Regular or Bold should be used for all subheaders, and sized the same as the cap height copy set in Gill Sans Light.
Fresh styling includes a new, patented top-deck design that eliminates exposed acrylic. The J-LX™ collection of luxury Jacuzzi Hot tubs features stainless steal accents that add a clean, contemporary look, with UV and weather-resistant materials to improve durability. Besides being beautiful, the J-LX™ luxury Jacuzzi spas are all about getting a therapeutic massage and relaxing.
BODY COPY Example Gill Sans Light or Regular should be used for all copy. Body copy should be readable at its expected reading distance, and point size should be 1/4 the point size of the headline.
JACUZZI® BRAND GUIDELINES
OUR BRAND IDENTITY photography
4.0 PHOTOGRAPHY WHEN WE CREATED THE NEW BRAND FEEL, WE ALSO NEEDED A NEW PHOTOGRAPHY STYLE TO GO WITH IT.THIS SECTION SHOWS HOW WE SEE OUR NEW PHOTOGRAPHY STYLE SUPPORTING.
We have developed a new photographic style for the Jacuzzi brand. It incorporates more natural, active lifestyle shots.This energy and movement combined with a slightly etherial feel shows how a Jacuzzi product is constantly with you. Whether that’s reviving you after a long day or recharging you ready for the next.
The new photography style enhances the ‘Jacuzzi® experience’ we deliver throughout our product range and encompasses the core message of performance, design, health and pleasure.
4.1 KEY BRAND PHOTOGRAPHY 4.2 KEY LIFESTYLE PHOTOGRAPHY 4.3 CROPPING PHOTOGRAPHY 4.4
INCORRECT PHOTOGRAPHY STYLE
30 – 31
JACUZZI® BRAND GUIDELINES
OUR BRAND IDENTITY PHOTOGRAPHY STYLE
4.1 B RAND PHOTOGRAPHY – PROJECTING LEADERSHIP
Black and white imagery, stylized with passion and dramatically composed, is used in all applications where the undisputed leadership and sophistication of Jacuzzi is to be deliberately expressed. It is the simple message that is relaxation – refreshing, healing water on healthy, youthful skin. These messages may be in used in advertising, websites, POP displays, or any other use where it is important to stand above and apart from other spa makers – aspirational, yet attainable.
32 – 33
0.1 & 0.2 LIFESTYLE PHOTOGRAPHY
4.2 K EY LIFESTYLE PHOTOGRAPHY
PERFORMANCE, DESIGN, HEALTH AND PLEASURE
03. PRODUCT PHOTOGRAPHY
01. & 02. The shots used should capture and deliver the message of wellbeing and healthy living. Enhancing the experience you can expect from Jacuzzi® products. It is important to remember our brand DNA when selecting images, they should all relate to at least one of the four pillars:- Performance, Design, Health and Pleasure. We recommend all product imagery where appropriate should be filled with water to help communicate the experience of the product. 03. The product shots should be cropped in a way that shows and focuses on the movement and benefits of the products. The lifestyle shots should be in their natural environments and show interaction between people.
JACUZZI速 BRAND GUIDELINES
OUR BRAND IDENTITY CROPPING & INCORRECT PHOTOGRAPHY
4.3 C ROPPING PHOTOGRAPHY USING THE RIGHT CROP IS VERY IMPORTANT. YOU WILL NOTICE THAT THE CROPS ON THE DETAIL SHOTS ARE QUITE TIGHT.THIS FOCUSES ON THE PRODUCT AND ITS BENEFIT. THE LIFESTYLE SHOTS TOO SHOULD BE MORE CLOSELY CROPPED ON THE INTERACTION BETWEEN PEOPLE AND THE BENEFITS IT BRINGS.
01.
02.
03.
04.
05.
06.
34 – 35
4.4 I NCORRECT PHOTOGRAPHY BELOW ARE SOME EXAMPLES OF PHOTOGRAPHIC STYLES THAT WE FEEL ARE INCORRECT FOR OUR NEW IDENTITY. WE WANT TO GET ACROSS THAT WE ARE A CREATIVE COMPANY DRIVEN BY A DESIRE FOR PERFORMANCE AND SOPHISTICATION.
01. Try not to use overly staged shots.
01.
02.
03.
04.
05.
06.
02. & 03. Where possible images should incorporate a human element. 04. & 05. Jacuzzi is a product all about movement, the shots of products in use should always get this across. 06. Technical shots out of context should be avoided if they can.
JACUZZI速 BRAND GUIDELINES
OUR BRAND IDENTITY IN SUMMARY
6.2 IN SUMMARY
WE KNOW OUR CUSTOMERS DEMAND MORE FROM US IN TODAYS MARKETS. THEY NEED INTERACTION AND ENGAGEMENT, NOT JUST WITH A PRODUCT BUT WITH A BRAND. THEY WANT CONSISTENT EXTRAORDINARY EXPERIENCES WITH BRANDS WHO DESERVE THEIR LOYALTY. THESE JACUZZI速 BRAND GUIDELINES ARE BASED ON REAL CUSTOMER INSIGHTS FROM THOSE WHO HAVE BOUGHT OUR BRAND. WE ARE ABLE TO DEFINE OUR IDENTITY AS A TRUE LIFESTYLE BRAND.
THE JACUZZI速 EXPERIENCE, IN WHATEVER FORM IT IS DISCOVERED BY OUR CUSTOMERS, REMAINS ATTRACTIVE BY BEING FLEXIBLE, PROGRESSIVE AND CONSISTENTLY VIBRANT.
36 – 37
JACUZZI速 BRAND GUIDELINES
TRADEMARK GUIDELINES
38 – 39
JACUZZI速 BRAND GUIDELINES
TRADEMARK GUIDELINES
40 – 41
JACUZZI速 BRAND GUIDELINES
TRADEMARK GUIDELINES
42 – 43
JACUZZI速 BRAND GUIDELINES
TRADEMARK GUIDELINES
44 – 45
JACUZZI速 BRAND GUIDELINES
TRADEMARK GUIDELINES
JACUZZI EUROPE S.p.A. S.S. Pontebbana Km 97,200 33098 Valvasone (PN) Italia Tel. +39 0434 859247 Fax +39 0434 85294 Email: info@jacuzzi.it www.jacuzzi.eu
JACUZZI UK Woodlands, Roydsdale Way Euroway Trading Estate Bradford, West Yorkshire BD4 6SE Tel: +44 (0)1274 471888 Fax: +44 (0)1274 471856 Email: info@jacuzzi.co.uk www.jacuzzi.co.uk
JACUZZI FRANCE 8, Route de Paris 03300 Cusset - France TĂŠl: +33 (0)470 309050 Fax : +33 (0)470 974190 communication@jacuzzifrance.com www.jacuzzifrance.com