Problem
Date
Instructor
To rebuild brand identity for Bose company
January, 2009
Richard Poulin
TABLE OF CONTENTS
LOGOTYPE SYSTEM
1.0
LOGOTYPE AREA OF NONINTERFERENCE LOGO COLOR OPTIONS UNACCEPTABLE USAGE
1.1
STATIONERY SYSTEM
2.0
STATIONERY BUSINESS CARD BUSINESS CARD BACK VARIATION LETTERHEAD LETTERHEAD BACK VARIATION ENVELOPE MAILING LABEL
2.1 2.2 2.2 2.3 2.3 2.4 2.5
COLOR SYSTEM
3.0
PRIMARY COLOR SECONDARY COLOR
3.1 3.2
TYPOGRAPHY SYSTEM
4.0
TYPOGRAPHY PRIMARY TYPEFACE SECONDARY TYPEFACE
4.1
PHOTOGRAPHY SYSTEM
5.0
PHOTOGRAPHY PHOTOGRAPHY USAGE FOR PRODUCT PHOTOGRAPHY USAGE FOR PRODUCT WITH HUMAN
5.1
1.2 1.3
4.2
5.2
WEBSITE INTRODUCTION PAGE SYSTEM
6.0
WEBSITE WEBSITE INTRODUCTION PAGE WEBSITE INTRODUCTION PAGE VARIATION
6.1 6.2
LOGOTYPE SYSTEM
1.0
LOGOTYPE The Bose logotype is a key element in our communications program. It represents our commitment to porvied quality products and servies around the world. The typographic style of the logotype allows for easy recognition in a broad range of sizes. Using it consistently bolsters visual impact, reinforces public awareness and protects its legal status.
1.1 No alterations should ever be made in the logotype. This includes any manipulation of the style, proportions or spacing of the letterforms. The Bose logotype should be considered an inviolable piece of artwork. Only authorized electronic reproductions should be used.
AREA OF NONINTERFERENCE A minimum amount of clear space should always surround the bose logotype, separating it from other elements, such as headlines, text, imagery or the outside edge of printed materials. This protected area preserves the legibility and visual impact of the logotype.
The protected area is twice the size of the X area. The protected area is adjusted proportionally according to the size of the logotype you are using.
2X X
2X
2X
2X
LOGO COLOR OPTIONS
1.2
You have three basic options from which to choose: 1 All bose gray color version 2 All black version 3 All white version with dark background
1
For bose gray color, refer to color palette section
2
3
The bose logotype should be in white, if it’s placed on background darker than 50% black
UNACCEPTABLE USAGE
1.3
It’s extremely important for brand success that the Bose logotype and signatures be displayed correctly. This includes always using the correct typefaces and the correct relative positioning and sized of all elements.
For acceptable appliactions of the Bose logotype(i.e. in stationery, on websites, or on merchandise), refer to application section.
The examples on this page illustrate unacceptable displays.
1
5 Do not contain the logotype in any arbitrary shape
Do not distort any portion of logotype
2
6 Do not add a drop shadow to any part of the logotype
Do not crop any portion of the logotype
3
7 Do not tilt the logotype
4
Do not use other gray than the Bose gray
8 Do not use any arbitrary color for the logotype
BETTER SOUND THROUGH RESEARCH
Do not violate the are of noninterference requirements by attaching type or graphics to the logotype
STATIONERY SYSTEM
2.0
STATIONERY
2.1
Everyday, Bose stationery makes an impression on thousands of customers. These impressions must always be positive. All Bose business stationery must be clear and professional. The pieces should “family� with one another.
The basic elements for our stationery system are: the Bose logotype, address, fax and phone number, e-mail address, and tagline. All stationery items are available in the U.S. size.
295 Park Ave. New York, NY10010
295 Park Ave. New York, NY10010
T : 347.712.0665 F : 347.712.0665 info@bose.com
www.bose.com
BETTER SOUND THROUGH RESEARCH
T : 347.712.0665 F : 347.712.0665 info@bose.com
www.bose.com
AMAR BOSE
For typogrpahy use, refer to typography section.
business card Date: To: From: Subject:
295 Park Ave. New York, NY10010
T : 347.712.0665 F : 347.712.0665 info@bose.com
www.bose.com
mailing lable for small
295 Park Ave. New York, NY10010
letterhead
295 Park Ave. New York, NY 10010
envelope
T : 347.712.0665 F : 347.712.0665 info@bose.com
mailing label for large
T: 347.712.0665
F: 347.712.0665
All stationery itmes shown here are 40% of real size.
www.bose.com
BUSINESS CARD
2.2
The Bose Business card back may contain a cropped version of various images. It varies from paintings of artists or sketches of architects to the photograpy of different places the Bose sound system is intalled.
Name: Text: Size: Logotype:
Futura light 8/9 pt Din 8/9 pt 3.5” x 2“ C0M0Y0K0
However, all the photographys or artworks should be treated consistantly. More information about the back of the business card will be on next page.
0.125”
0.2”
0.125”
1”
0.2” 295 Park Ave. New York, NY10010
T : 347.712.0665 F : 347.712.0665 info@bose.com
www.bose.com
AMAR BOSE
front
back
BUSINESS CARD BACK VARIATION
2.2
1 Artworks from different artist: The Bose Sound System is not only about science but more about music. Images on the business card back will imply the artistic quality of the Bose system to customers. These images are the sketches of a female architect, Zaha Hadid, who has designed countless magnificant architectures.
All business cards shown here are 70% of real size.
2 Photograpy of different places, where the bose system are installed: The Bose Sound System is not only for home sound system but for different palces like concert hall, stadium and cathedral. These images are the pictures of Disney concert hall, Sistina Chapel and Tokyo stadium, where the Bose Sound system are currently used.
All business cards shown here are 70% of real size.
LETTERHEAD
Name: Text: Size:
2.3
Futura light 8/9 pt Din 8/9 pt 8.5”x11”
0.5“ T : 347.712.0665 F : 347.712.0665 info@bose.com
295 Park Ave. New York, NY10010
0.625”
0.625”
DIN 9/10 pt
0.8“
Date: To: From:
www.bose.com
BETTER SOUND THROUGH RESEARCH
0.625”
1”
March 07, 2009 Erin Kim Adams Boss
Subject: Lorem ipsum 5.3“
dolor sit amet, consectetur adipiscing elit. Quisque accumsan, quam at imperdiet interdum, leo sapien consequat sem, at adipiscing ipsum felis at magna. Vivamus laoreet, nisi eget mattis fringilla, nisi est cursus leo, eget dignissim urna dolor sed quam. Sed vehicula rhoncus tellus. Quisque at mauris. Pellentesque vitae pede. Ut vitae est in justo viverra posuere. Proin eu nibh. Cras in nibh. Vivamus tempor turpis ac metus. In sagittis auctor mi. Suspendisse at purus. Vestibulum nec quam vitae orci varius pellentesque. Nam sit amet dolor. Sed facilisis odio eu sapien. Sed dictum. Mauris venenatis arcu in sem. Etiam nulla erat, posuere ac, aliquam eu, vulputate quis, massa. Curabitur tincidunt nulla nec diam. Suspendisse potenti. In aliquam. Quisque augue. Suspendisse viverra nisl at urna. Nulla luctus. Maecenas ac elit ac tellus suscipit egestas. Donec mi nisl, porttitor ac, scelerisque quis, convallis ac, odio. Integer posuere luctus lorem. Donec at ante ac tellus gravida viverra. Pellentesque vehicula leo et felis porttitor vestibulum. Nulla tempus. Nam dui dolor, iaculis vitae, fringilla consequat, pretium et, lorem. Nullam porttitor. Fusce vel dui sed tellus tempus scelerisque. Donec nec mauris in nulla luctus vehicula. Maecenas mauris. Aenean semper vestibulum sem. Fusce quis orci sit amet dolor rutrum pretium. Pellentesque pellentesque pellentesque metus. Nunc tincidunt enim egestas elit. Aliquam erat volutpat. Praesent ligula ligula, pretium quis, tempor sed, mollis non, enim. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Nunc at neque vitae orci adipiscing accumsan. Mauris tempus, ante et tempor tempus, purus metus eleifend orci, eu mollis odio sapien sed lorem. Praesent adipiscing, sapien sit amet vehicula iaculis, nisi arcu venenatis turpis, eget dignissim nibh ante pellentesque velit. Aenean ipsum massa, porta non, luctus non, consectetur non, purus. Fusce nibh erat, ultrices vitae, luctus nec, iaculis id, dolor. Phasellus eu sem. Donec bibendum dui. Duis augue leo, posuere ultrices, dictum sit amet, vestibulum sit amet, neque. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Donec ornare aliquet mi. Nunc erat. Pellentesque egestas, lorem non tempus sollicitudin, nisl purus faucibus ante, ut ultrices turpis augue a urna. Quisque fermentum tellus a ante. Praesent pharetra. Fusce porttitor. GARAMOND 10/13 pt
LETTERHEAD BACK VARIATION Artworks from different artist:
2.3
The Bose Sound System is not only about science but more about music. Images on the business card back will imply the artistic quality of the Bose system to customers.
These images are the sketches of a female architect, Zaha Hadid, who has designed countless magnificant architectures.
All business cards shown here are 30% of real size.
ENVELOPE
Text: Size: Logotype:
2.4
Din 11/13 pt 9.5” x 4.125“ C 0 M 0 Y 0 K 60
0.2inch
0.2inch
295 Park Ave. New York, NY 10010
T: 347.712.0665
Abington Smith 950 Third Ave. New York, NY10022 front
back
F: 347.712.0665
DIN 8/9 pt
MAILING LABEL 1 Mailing label for large:
2.5 Text: Size: Logotype:
Din 8/9 pt 6” x 3“ C 0 M 0 Y 0 K 60
0.2inch
0.2inch
295 Park Ave. New York, NY10010
T : 347.712.0665 F : 347.712.0665 info@bose.com
www.bose.com
DIN 10/12 pt
Abington Smith 950 Third Ave. New York, NY10022
2 Mailing label for small:
Din 8/9 pt Text: 3.5“ X 2” Size: Logotype: C 0 M 0 Y 0 K 60
0.2inch
0.2inch 295 Park Ave. New York, NY10010
T : 347.712.0665 F : 347.712.0665 info@bose.com
Abington Smith 950 Third Ave. New York, NY10022
www.bose.com
DIN 8/9 pt
COLOR SYSTEM
3.0
COLOR
3.1 Consistent use of the color palette helps build and reinforce brand recognition by creating a strong, recognizble look for Bose.
The Bose Color System has been developed to provide a chromatic range for a recognizble brand personality and to help organize communications materials for the various market. This Color palette is being used across all visual media including advertising, collateral, direct response, sales materials and Web marketing.
PRIMARY COLOR The Bose Grey represents the versatility of the Bose ranging from the sound system of stadium to auditorium.
PRINT Pantone matching system
PRINT Four Color System
DIGITAL Web / Video Usage
DS process Black 60%
C0 M0 Y0 K60
R128 G130 B133
DS process 210-4 C
C70 M50 Y25 K10
R88 G111 B143
SECONDARY COLOR 1 Place of worship:
3.2 This is a medieval artistic invention. Mary has always had a special place in the Roman Catholic belief, and so when showing her in art, it was decided that she should somehow be ‘special’. In those days, most paint pigments were made from substances found in the earth. However, there was no cheap source of blue. The only source of blue pigment was the precious stone ultramarine which was more expensive to buy than gold leaf.
The place of worship color is suggestive of Saint Mary. Traditionally in most paintings, st. Mary is painted with blue.
So, frequently in religious paintings, the painting was done solely by using the cheap ocres and oxides easily obtained from the ground, but the only blue would be that worn by the Virgin Mary to make her stand out as someone very special indeed. 2 Stadium:
The stadium color is suggestive of grass on the stadium. Green hues also represent energy, good health and vibrancy.
3 Performance center: The stadium color is suggestive of musical instrument. Orange hues also represent elegance, warmth and humanistic quality.
REFERENCE
PRINT Pantone matching system
PRINT Four Color System
DIGITAL Web / Video Usage
DS 196-4C
C70 M50 Y0 K0
R89 G122 B188
DS 302-2C
C30 M0 Y100 K0
R191 G215 B48
DS 50-1C
C0 M70 Y100 K10
R221 G102 B30
1
2
3
TYPOGRAPHY SYSTEM
4.0
TYPOGRAPHY
4.1
As and integral part of the Bose’s brand the following Futura and Din fonts should be used. These fonts are the Bose’s unique handwriting and add emphasis to the personlaity of this new identity.
PRIMARY TYPEFACE Futura:
Futura is a geometric sans-serif typeface designed between 1924 and 1926 by Paul Renner. It is based on geometric shapes that became representative visual elements of the Bauhaus design style of 1919–1933.
The Bose system emphasize on scientific research and the spirit of bauhaus corresponds with it. The Bose uses Futura designed by Adobe system.
A B C D E FG H I J K LMNOPQRST UVW XYZ ab c d e f g h ijk l m n o pqr st uv w xyz Futura light 27pt
A B C D E FG H I J K LMNOPQRST UVW XYZ ab c d e f g h ijk l m n o pqr st uv w xyz Futura light oblique 27pt
AB C D EFGH IJK LM NOPQRSTUVWX Y Z abc d e f ghijk l m no pqrstuv wxyz Futura book 27pt
AB C D EFGH IJK LM NOPQRSTUVWX Y Z abc d e f ghijk l m no pqrstuv wxyz Futura book oblique 27pt
SECONDARY TYPEFACE 1 Din:
2 Garamond:
4.2
Din is a typeface designed for the Royal Prussian Railways. The typeface was later adapted for all kinds of signages of the German railways. It is created on a very simple grid system and with a continuous stroke width.
Din will help establishing the accurate and scientific image of The Bose system.
Garamond’s letterforms convey a sense of fluidity and consistency.
The Bose uses Garamond designed by Adobe system.
The Bose uses Din designed by Font Foundry.
AB C D EFG H I JK LMN OP QR STUVW X YZ a b cd efgh ijkl m n op qrst uvwxyz Din light 27pt
A B C DE FGHIJKLM NOPQRS TUVWXYZ a b cd e f ghi j klmn op q rstu vwxyz Din regular 27pt
A B C D EFGHIJ K LMNO P Q RS TUVWXYZ a b c d ef ghi j klm no pq rstuvwxyz Garamond regular 27pt
A B CDEF G H I JKL MN O PQ RSTU V WXY Z a bc d e f ghij klm no pq rstuvw x yz Garamond italic 27pt
PHOTOGRAPHY SYSTEM
5.0
PHOTOGRAPHY For approved Bose product and related photos and images, brochures in PDF format, associates, suppliers and partners are encouraged to use our branded resources system located at http://www. bose.com.
5.1 Both high-resolution images for quality printing and low-resolution images for PowerPoint and Web display are available to download for free.
PHOTOGRAPHY USAGE FOR PRODUCT A minimum amount of clear space should always surround the bose logotype, separating it from other elements, such as headlines, text, imagery or the outside edge of printed materials. This protected area preserves the legibility and visual impact of the logotype.
The protected area is twice the size of the X area. The protected area is adjusted proportionally according to the size of the logotype you are using.
1 Do not use a photography with a distracting backgound
2
Do not use a photography with cropped products
Following pages will show the appropriate photography of product
Expand your experience
Beyond your imagination
Better Sound through research
PHOTOGRAPHY USAGE FOR PRODUCT WITH HUMAN Since Bose product is not only about music, but also about lifestyle, photography with human should be used in an appropriate way.
Examples shown here explains proper way of using photography with human. Details may vary depending on designers and its purpose.
Do not use a photography with a recognizable human face Photography with vague human figure will help broader customers relate themselves with Bose product
Expand your experience
5.2
WEBSITE INTRODUCTION PAGE SYSTEM
6.0
WEBSITE As number of internet user increases faster than ever, the impact of design of webpage becomes bigger.
6.1 Therefore, consistent design of webdesign helps to build and reinforce brand recognition by creating a strong, recognizble look for Bose.
WEBSITE INTRODUCTION PAGE What visitors see at first when they visit www.bose. com determines the first impression of Bose. So designing the introduction page is deciding what Bose would want to have as its face.
Bose is about experience the product gives to users, not about the design of the product itself. Therefore, it’s very important to avoid having visitors see the photography of products first.
When users visit www.bose.com, the first thing they’ll experience is music and then a pattern derived from Bose logotype will show according to the musical notes.
This shouldn’t be no longer than 5 seconds to minimize the risk of having users skip the introduction when they get bored and to maximize the impact.
Following image shows how pattern relates to the musical score.
WEBSITE INTRODUCTION PAGE VARIATION 1 Place of worship:
Referring to the Bose system installed at the place of worship, you may use any hymn, processional chant or any kind of religious classical music.
6.2 The color of the pattern, in this case, should be blue, as indicated on Color system.
Example shown below is Beethoven Symphony No.9.
2 Performance Center: Referring to the Bose system installed at the place of worship, you may use any classical music or performance related music such as musical. Example shown on next page is Petruchka by Igor Stravinsky. 1
The color of the pattern, in this case, should be orange, as indicated on Color system.
2