Ulead Brand Image Guide 3rd Edition
Introduction What is the Ulead Brand Image? Why is it important? The Ulead Brand Image is the visual identifier for the Ulead brand. It is the collection of elements that assist consumers, partners and competitors to identify a product as a Ulead product. Over time, and through consistent implementation, the Ulead Brand Image will come to represent the Ulead brand and its promise of delivering practical, affordable and innovative software. The purpose of this handbook is to introduce the core elements that make up the Ulead Brand Image and to establish a set of standards for its application. These standards are important in setting and maintaining visual consistency. This will ultimately contribute to the success of the Ulead Brand Image as a "visual identifier" for the brand.
1
Ulead Brand Image Guide 3rd Edition
Ulead Brand Mission And Value We need paragraph here to desscibe the mission and value of Ulead brand: Offering the best user experience to enrich their digital lifestyle. Ulead software is about personalizing digital media. Whether it’s digital photos, video or audio, Ulead software allows people to create something that reflects them as individuals. While personalization can take many forms, all Ulead products help people complete tasks more easily, efficiently and with better results. We call this Creative Intelligence and think it’s the Ulead difference. The Ulead brand represents this mission and will provide the best user experience to enable our users to enrich their digital lifestyles.
2
Ulead Brand Image Guide 3rd Edition
Core Brand Image Elements The Ulead Brand Image consists of four distinct visual elements. When combined effectively, these four elements build a meaningful visual identity; an identity that is unique to Ulead. These four elements include: the Stretched Canvas the FFDax typeface, a set of distinct colors, and a Key Image style.
FFDax Regular FFDax Bold FFDax Italic Stretched Canvas
+
Brand Typeface
+
Key Image Style
Sample Application of The Four Core Brand Image Elements
3
+
Brand Colors
Ulead Brand Image Guide 3rd Edition
The Stretched Canvas The "Stretched Canvas" is the central and most important visual element of Ulead's brand identity. It draws on the concept of a painter's canvas, contemporary architectural design elements, and threedimensional themes. It is a playful and unique shape, consistent with the spirit of the Ulead brand.
In order to ensure visual consistency when employing the "Stretched Canvas" shapes always use original files for reproduction. Do not attempt to recreate the shape yourself.
Please refer to the following pages for rules on the proper implementation of the "Stretched Canvas" shape, and to page # for examples of alternative applications.
The "Stretched Canvas" is an integral part of the Ulead brand identity. In order to maintain the integrity of the "Stretched Canvas" shape, it should not be used to demonstrate software functionality in screenshots or other product demonstrations.
Please refer to page # for examples of incorrect applications of the "Stretched Canvas" shape.
The "Stretched Canvas" shape has been chosen as the central visual element of the Ulead Brand Identity because of its visual consistency with core brand associations of Ulead. The "Stretched Canvas" shape exists in two forms: the "Full Stretched Canvas" and the "Cut Stretched Canvas". The following pages detail correct usage for those two interpretations of the "Stretched Canvas" shape. "Full Stretched Canvas"
4
"Cut Stretched Canvas"
Ulead Brand Image Guide 3rd Edition
The "Cut Stretched Canvas" The "Cut Stretched Canvas" is the primary visual identifier for Ulead's brand identity. It should be used as a core visual element in packaging and other core product marketing. The "Cut Stretched Canvas" is stretched beyond the edges of the page, so that both sides of the shape are cropped. The "Cut Stretched Canvas" is also slightly skewed and rotated to create a more exciting and energetic form. A major goal in the development of the greater Ulead brand identity is to establish the "Cut Stretched Canvas" as the primary visual identifier for the Ulead brand; the predominant visual element. In order to achieve this goal, the "Cut Stretched Canvas" must appear in only the form demonstrated here. The "Cut Stretched Canvas" should never exist in multiple variations. These variations will confuse the visual message, causing the relationship between Ulead and the "Stretched Canvas" shape to be more difficult to achieve.
What not to do
Do not alter the
Do not distort or
Do not place
proportionality of "Cut Stretched
rotate the shape.
additional shapes, graphics or images
Canvas" shape.
on top of the "Cut Stretched Canvas".
5
Ulead Brand Image Guide 3rd Edition
The "Full Stretched Canvas" The "Full Stretched Canvas" plays a supportive role to the "Cut Stretched Canvas" The "Full Stretched Canvas" appears in settings where the "Cut Stretched Canvas" can not be effectively implemented, or, can be used in conjunction with the "Cut Stretched Canvas" serving as a secondary element. The "Full Stretched Canvas" should always appear in complete view. It is symmetrical and no part of the shape should appear cropped. The "Full Stretched Canvas" may appear on its own and is suitable for use in presentations including point-of-purchase displays, tradeshow posters, and stickers.
What not to do
Do not stretch or alter the
Do not use the "Full Stretched Canvas"
Do not place additional shapes or
proportions of the "Full Stretched
as a substitute for the "Cut Stretched
images on top of the "Full Stretched
Canvas".
Canvas".
Canvas".
6
Do not distort or rotate the shape.
Ulead Brand Image Guide 3rd Edition
Using The Two Shapes In situations where the two "Stretched Canvas" shapes appear together, the "Cut Stretched Canvas" must always appear as the primary shape, and the "Full Stretched Canvas" as the secondary shape.
The "Full Stretched Canvas" must appear no bigger than 30% of the "Cut Stretched Canvas".
The "Cut Stretched Canvas" should always extend to the left and right edges of the format as demonstrated here .
The "Full Stretched Canvas" can appear with the "Cut Stretched Canvas", but should serve only as a secondary element. When adopting this implementation, the "Full Stretched Canvas" must appear smaller than the "Cut Stretched Canvas", not exceeding 30% of the "Cut Stretched Canvas" size. The smallest size at which the "Full Stretched Canvas" can appear in 2.5 CM or 100 pixels in width. What not to do Do not use a large
Never overlap the
"Full Stretched Canvas" with the
"Full Stretched Canvas" and the
"Cut Stretched Canvas".
"Cut Stretched Canvas".
7
Ulead Brand Image Guide 3rd Edition
"Stretched Canvas" Alternative
This color application can be used when the stretched canvas cannot be effectively implemented.
When size and space constraints limit the effective use of both the "Full Stretched Canvas" and "Cut Stretched Canvas" shapes, a direct application of the colored gradient may be used.
There are some situations where the "Stretched Canvas" should not be applied due to constraints of area size.
When using the color gradient to replace the "Stretched Canvas" shape, the gradient must extend beyond the edges of the area. An effective use of this gradient color application can be seen on the sides of Ulead software packaging.
The color gradient should only be applied to the full layout area.
What not to do The color gradient must always fill the given area.
8
Ulead Brand Image Guide 3rd Edition
Incorrect Usage of the Brand Elements The "Stretched Canvas" shape, the Ulead logo and the Ulead name are integral elements of the Brand Identity. Improper use of these core visual elements damages the visual integrity, resulting in a negative impact on the perception of the overall brand. In order to maintain visual integrity of the Ulead Brand, it is essential that the core visual elements of the Ulead Brand Identity be presented consistently and without violation to the rules presented here. The "Stretched Canvas" shape, the Ulead logo, the Ulead name and slogan, key Image and other core Ulead Brand Identity elements should not be used in screenshots demonstrating product applications and software functionality.
9
Ulead Brand Image Guide 3rd Edition
Brand Typeface The Ulead brand typeface is FFDax. FFDax is a clean, contemporary typeface. Its appearance is professional, while incorporating softer elements which lend to a friendly, approachable and slightly playful feel. The FFDax typeface plays a critical role in establishing distinctiveness for the Ulead brand identity. All Ulead marketing materials must adopt the FFDax font.Test copy should be set in FFDax Regular, while highlighted copy can be set in FFDax Bold. Subject headers should appear in FFDax Regular at large sizes, FFDax Bold should be reserved for product names only. Text leading - the distance between lines of text - should maintain enough room between lines to create an open and airy feel to the text. Paragraphs should avoid the use of indentation; instead paragraphs can use breaks between them to indicate the start of each new paragraph.
FFDax
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
FFDax
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
FFDax
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Regular
Bold
Italic
* Bullet points should be implemented consistently. When text uses more than one line ensure that the second or third line of text is aligned with the start of the first line. * Make sure there is a space between the bullet point and text. * Paragraph breaks should not appear between bullet points.
10
Ulead Brand Image Guide 3rd Edition
Product Naming Policy Guidelines for developing a product name are as follows: 1) Determine the target market and what product names will best attract them. Is the target audience for consumers or prosumers?
3 Common Naming Classes and Examples 1. Descriptive:: Microsoft Word 2. Suggestive: Documagixs PaperMaster 3. Arbitrary: Atomic Tangerine
2) Does the name support or undermine the product positioning? 3) Can the name be trademarked and is it too similar to competing products names? -Make sure that searches are done on the USPTO Website and Google to check for availability, then confirm with Legal Dept. 4)Cross-cultural and acronym considerations. Is the name appropriate when translated or shortened?
11
Ulead Brand Image Guide 3rd Edition
Typeface Application For Product Logotype The consistent application of the FFDax typeface to product names is critical for building visual consistency within the Ulead brand. Proper typeface application will help ensure legibility of the product names. Product names must also incorporate the product specific colors to help create further visual distinction. When appearing in combination with the Ulead logo, the product name should be written as, "PhotoImpact 8" without the Ulead name in front. In applications where the Ulead logo is not present in the same format - press releases and marketing copy, for example - the product name should appear as, "Ulead PhotoImpact 8". The product name should never wrap onto two lines.
Product Logotype, on white background Dax Bold, Black
Dax Bold, Black
PhotoImpact 10 Product Logotype, on colored background Dax Bold, White
Dax Bold, White
PhotoImpact 10 Product Logotype, on black background Dax Bold, White
Dax Bold, White
PhotoImpact 10 12
Ulead Brand Image Guide 3rd Edition
Application For Varied Product Logotypes For product logotypes that differ from those presented in the standard application, for example a three-word product name as opposed to a two-word name, typeface color application should follow the guide below. The 速symbol should be roughly 15% the size of the main font size. It should be aligned with the top of the product logotype.
Product Logotype, on white background Dax Bold, Black
Dax Bold, Black
DVD Workshop Product Logotype, on colored background Dax Bold, White
Dax Bold, White
DVD Workshop
Always use existing Product Logotypes generated by VCD when reproducing product logotypes. Do not attempt to recreate product logotypes on your own.
13
Ulead Brand Image Guide 3rd Edition
Application For Promo Product Logotypes Promotional products may require a different approach to product logotype implementation primarily due to longer names. Promotional product logotypes should adopt the following design only. When implementing names for promotional products, the official product name should appear with the promotional product name as demonstrated here. Promotional logotypes must be developed that fit the single line format for packaging. The Promotional product name should never wrap onto two lines.
Product Logotype, on white background Dax Bold, Black
Dax Bold, Main Product Color
Ulead VideoStudio 6
DVD & CD Deluxe Product Logotype, on colored background Dax Bold, White
Dax Bold, White
Ulead VideoStudio 6
DVD & CD Deluxe Product Logotype, on black background Dax Bold, White
Dax Bold, White
Ulead VideoStudio 6
DVD & CD Deluxe 14
Ulead Brand Image Guide 3rd Edition
B/W Application For Product Logotypes When displaying product logotypes in black & white, differentation between the parts of the name is important for legibility. When applying product logotypes in such conditions follow these rules. When appearing in combination with the Ulead logo, the product names should be displayed as "PhotoImpact 8". In applications where the product name appears without the Ulead logo, press releases and marketing copy, for example the product name should appear as, "Ulead PhotoImpact 8". The product logotype should never wrap onto two lines.
Product Logotype, on white background Dax Bold, Black
Dax Bold, Black
PhotoImpact 10 Product Logotype, on black background Dax Bold, White
Dax Bold, White
PhotoImpact 10
15
Ulead Brand Image Guide 3rd Edition
Product Logotypes in Different Regions Product logotypes can also be localized for individual market needs. Regional product logotypes should adopt the following design. Combine with Ulead’s Brand Typeface: FF Dax bold with bold san-serif typeface in the localized languages.
16
Ulead Brand Image Guide 3rd Edition
Product Logotypes With Outline In some applications, product logotypes such as packaging, brochure advertisements and other printed materials require an addition of a fine outline to improve legibility.
Ulead DVD MovieFactory 3 速
TM
Disc Creator
17
Ulead Brand Image Guide 3rd Edition
Brand Colors
Image Products
Color differentation helps create visual distinction between Ulead's wide range of software products. The Ulead Brand Color System separates Ulead's core software products into four basic groups: Image; Video; Web; DVD and Server products. Orange, blue, green and teal have been selected to represent Ulead's core software products.
Consumer Product Line
Ulead's core software products - Image, Video, Web and DVD - adopt Orange, Blue, Green and Teal respectively. Within each color range there exists two color options. As indicated in the chart, darker hues will be used to represent higher-end software, while brighter colors will be used to represent lower-end software.
Video Products
Prosumer Product Line
Corporate Market Materials
When applying the "Stretched Canvas" shape and gradient in corporate marketing materials, Ulead corporate colors should be adopted.
18
Web Products
DVD Products
Ulead Brand Image Guide 3rd Edition
Color Application When presented in color, the "Stretched Canvas" shape should always adopt a color gradation. This three-dimensional appearance to the "Stretched Canvas" shape plays an important role in providing the Ulead brand with a contemporary, cutting-edge feel. The three-dimensional appearance of the "Stretched Canvas" shape is achieved by applying three standardized colors onto indicated points on the canvas. For color values specific to each brand color, please refer to the color chart on the following page.
1
2
3
1
2
1 2
2
2
3
3
1 2 1 1
2
1
1
1
1
1 2
Always use existing "Stretched Canvas" shapes generated
2
by VCD. Do not attempt to recreate "Stretched Canvas" shapes on your own.
1 1 1
2 2
3
3
2
2 1 1 1
19
Ulead Brand Image Guide 3rd Edition
Color Chart The Color chart lists CMYK and RGB values for generating all gradients within the Ulead Color System. Pantone values have also been provided for Main Product Colors.
Image Product Colors
Web Product Colors
C0 M25 Y70 K0 R255 G225 B10
C0 M80 Y100 K15 R225 G50 B0
C48 M0 Y43 K0 R135 G205 B140
C100 M0 Y44 K15 R0 G125 B110
C0 M70 Y100 K0 R225 G100 B0 PMS 1665C
C0 M95 Y100 K65 R90 G5 B0 PMS 1817C
C100 M0 Y66 K20 R0 G115 B85 PMS 3415C
C100 M50 Y50 K60 R0 G30 B40 PMS 5463C
C10 M90 Y100 K10 R175 G50 B0
C10 M100 Y100 K90 R25 G0 B0
C100 M0 Y66 K50 R0 G70 B50
C100 M50 Y50 K80 R0 G15 B20
Video Product Colors
DVD Product Colors
C59 M7 Y0 K0 R100 G185 B215
C67 M41 Y0 K0 R90 G115 B180
C45 M0 Y10 K0 R141 G211 B209
C100 M0 Y15 K5 R1 G148 B168
C96 M69 Y0 K0 R25 G50 B150 PMS 286C
C100 M90 Y0 K40 R10 G10 B80 PMS 282C
C100 M0 Y40 K30 R0 G1106 B99 PMS 3615C
C100 M10 Y25 K50 R0 G69 B77 PMS 548C
C100 M88 Y0 K15 R15 G20 B115
C100 M100 Y0 K80 R5 G0 B25
C100 M20 Y25 K50 R1 G61 B74
C100 M20 Y25 K75 R0 G31 B37
Main Product Color
20
Ulead Brand Image Guide 3rd Edition
Brand Key Image The Product image, aka the "Key Image" is a visual image representing an indivdual product. It helps the end-user recognize and build connection to the product from consistent exposure throughout all media. The Key image should not be used alone without other brand elements. The tone of the key image is different from product line to product line. Please refer to the following pages for more details.
21
Ulead Brand Image Guide 3rd Edition
Consumer Product Lines Key Image The Ulead consumer product Key Image is people-based, where a single individual is the focus of the image. For product promotion, a single model represents a single product. With eyes focused on the camera, the model should interact with the viewer in a some-what playful manner. Their expression or some visual element should convey a sense of quirkiness while maintaining a feeling of approachability. The photographic layout is simple. There is a single individual in front of a white background and possibly holding a single prop. The photographs are high contrast and have a strong predominant color. Products with specific functions might have the subject of the photograph hold a relevant item. For example, digital photo editing software may have a photograph of a person holding a digital camera.
VideoStudio
DVD PictureShow
DVD MovieFactory
MobileShock
22
Ulead Brand Image Guide 3rd Edition
Prosumer Product Line Key Image To clearly differentiate the product lines, no human imagery will be used as part of the design for the professional offerings. The Ulead prosumer product Key Image should be object-based imagery, and always be centralized on a white background. It is a combined image composed of objects or elements (no more than three) that relate to the product representation. Objects or elements used herein can be photographed or renderd fron a 3D application. Due to cultural considerations, the Japanese market will adopt the prosumer Key Image design guide for all its product lines.
MediaStudio Pro
COOL 3D
DVD Workshop
DesignWire
23
Ulead Brand Image Guide 3rd Edition
Brand Image Design Philosophy To deliver a consistent massage, Ulead's visual design should always follow the same philosophy. Brand core elements; stretched canvas, FF Dax typeface, the key image and brand colors should not be altered at any time. Product related applications should always be designed in clean, simple and gimmick-free fashion, more importantly on a white or light background.
24
Ulead Brand Image Guide 3rd Edition
Core Brand Image Applications A consistent and well managed application of the brand image elements is imperative for building a strong and unique visual identity. This section will introduce standards for the application of the core brand image elements to materials such as packaging, advertising, product brochures and more. The standards should be applied in the design of all Ulead marketing materials.
25
Ulead Brand Image Guide 3rd Edition
Ulead Packaging The core brand image elements extend across the entire range of Ulead product packaging. The "Cut Stretched Canvas" serves as the key visual link between all product packaging, while color, product name, and key image create the distinction between products.
26
Ulead Brand Image Guide 3rd Edition
Packaging, Front All Ulead packaging must follow a consistent layout. Text must be placed in consistent locations on all products. Colors must match the parent product category. The key image must be strong, meeting established key image design guidelines. The layout shown highlights the key elements on the front of Ulead packaging. To increase legibility, a one point outline should added to the product logotype when used on a color background for printed materials such as on a package, brochure, advertising piece and CD.
Ulead logo Product Key Image
Cut Stretched Canvas
Product Name and tag line
Why-tobuy
27
Ulead Brand Image Guide 3rd Edition
Packaging, FrontOptional All Ulead packaging must follow a consistent layout. Addtional information can be added to reinforce the message. The implementation should be consistent in the same market.
Secondery Why-tobuy massages
Award logos should be lined up below the canvas shape. Secondary why-to-buy massages should always line up at the left side of the page and should occupy no more than 1/4 of the given space.
28
Ulead Brand Image Guide 3rd Edition
Packaging, Sides This layout shows the positioning of the various elements found on Ulead packaging. When developing a new package design, be sure to reference these measurements.
Left Panel
Right Panel
Small Key image Product
System
Category
Requirements, File Format Support, Rebate and
European region packaging will adopt the "Left Panel" for both sides of the package.
Award logos.
Most important award logo or quotation can plce here URLs
29
Ulead Brand Image Guide 3rd Edition
Packaging, Top/ Bottom Measurements The layout shows the positioning of the various elements found on Ulead packaging. When developing a new package design be sure to refer to these measurements.
30
Ulead Brand Image Guide 3rd Edition
Box Temple Guide A consistent and well managed application of the box temple guide is imperative for building a strong and unique package desien. This section will introduce standards for the application of the box temple guide to packaging materials in both Asia Pacific and Europe region. The standards should be applied in the design of all Ulead product boxes.
31
Ulead Brand Image Guide 3rd Edition
Box Temple Guide Asia Pacific Region
32
Ulead Brand Image Guide 3rd Edition
Box Temple Guide Europe Region
33
Ulead Brand Image Guide 3rd Edition
Product CD The CD application continues the system established on the product packaging. The identity must be consistent to ensure that the product is easily recognizable.
The OEM CD have many different formates with the following sytles: - Cross lines OEM CD - Multiple lines OEM CD - Single line OEM CD - Trial version CD
The Ulead official version CD-ROM
34
Ulead Brand Image Guide 3rd Edition
CD Design for OEM Cross Lines OEM CD Cross products OEM CD retain the basic structure from retail CD. However, the content and usage of all elements are slightly different. - Canvas shape and Color: The position and proportion of the shape remain the same. There are 3 colors (canvas shape) for OEM CD: Ulead orange (same as main image product color), and Ulead blue (same as main video), and Ulead teal (DVD product color).
35
Ulead Brand Image Guide 3rd Edition
CD Design for OEM Cross Lines OEM CD - Image: The image for multiple products will be simple and iconic presentation of the products in the CD rather than try to combine different images into one. The background color also has to coordinate with the selected color in shape. - Product Logotypes: All product logotypes should line up neatly within the shape. And for unify reason, all logotypes (current andprevious versions) should only use corporate font: FF Dax.
36
Ulead Brand Image Guide 3rd Edition
CD Design for OEM Multiple Lines OEM CD Multiple products OEM CD retain the basic structure from retail CD. However, the content and usage of all elements are slightly different. - Canvas shape and Color: The position and proportion of the shape remain the same. There are 3 colors (canvas shape) for OEM CD: Ulead orange (same as main image product color), and Ulead blue (same as main video), and Ulead teal (DVD product color).
37
Ulead Brand Image Guide 3rd Edition
CD Design for OEM Multiple Lines OEM CD - Image: The image for multiple products will be simple and iconic presentation of the products in the CD rather than try to combine different images into one. The background color also has to coordinate with the selected color in shape.
38
Ulead Brand Image Guide 3rd Edition
CD Design for OEM Multiple Lines OEM CD - Product Logotypes: All product logotypes should line up neatly within the shape. And for unify reason, all logotypes (current and previous versions) should only use corporate font: FF Dax.
39
Ulead Brand Image Guide 3rd Edition
CD Design for OEM Single Product OEM CD Single product OEM CD will follow retail CD design guide and use the proper shade, color, image & logotype.
40
Ulead Brand Image Guide 3rd Edition
CD Design for OEM Single Product OEM CD
41
Ulead Brand Image Guide 3rd Edition
CD Design for OEM Trial OEM CD - Canvas shape and Color: The position and proportion of the shape remain the same. There are 3 colors (canvas shade) for OEM Trial CD (same as products lines, it depends on which products line of the trial cd ).
42
Ulead Brand Image Guide 3rd Edition
CD Design for OEM Trial OEM CD - Image: The image for Trial CD will be a global shape with different gradient backgrounds.
43
Ulead Brand Image Guide 3rd Edition
CD Design for OEM Trial OEM CD - Product Logotypes: All product logotypes should line up neatly within the shape. However, if the products are too many to place into the canvas, designer can place logotypes in front of the global (on the top part). And for unify reason, all logotypes (current and previous versions) should only use corporate font: FFDax. It should be white only.
44
Ulead Brand Image Guide 3rd Edition
Initial Screen The Initial screen continues the look of the packaging. Consistency is essential to demonstrate a relationship between the various items included in a software package as well as to further promote the brand.
45
Ulead Brand Image Guide 3rd Edition
Advertising The third generation of Ulead advertising was designed to promote both the product and the Ulead brand. These ads feature the "Cut Stretched Canvas" and the key image, in a layout similar to the product box. This creates a connection to the product box, helping to build a visual identity which is memorable and recognizable.
46
Ulead Brand Image Guide 3rd Edition
Advertising - Optional The third generation of Ulead advertising was designed to promote both the product and the Ulead brand. Optional layouts can be used when standard layout is not suitable, helping to build a visual identity which is memorable and recognizable.
47
Ulead Brand Image Guide 3rd Edition
Advertising - More Other layout examples of Ulead Advertising.
48
Ulead Brand Image Guide 3rd Edition
Product Brochure Product brochure designs are based on the product packaging design. For the brochure front page, the "cut stretched canvas" and key image should adopt a layout similar to the front of the product packaging. The brochure back page should contain information found on the back of the product packaging.
49
Ulead Brand Image Guide 3rd Edition
Marketing Materials The imagery below demonstrates the application of the Ulead Brand Image elements to the Ulead Corporate Profile. This layout demonstrates how the brand image elements can be implemented in a more playful manner, presenting Ulead as a quirky, innovative company.
50