Sch 5331 dc se brand guidelines by Rungnapa A.

Brand Guidelines

The change in our world is more profound than ever, driven by a new scale and speed of urbanisation, digitisation and industrialisation.

New technologies, enabling for the first time distributed and connected energy, challenge us to redefine the way we live our lives.

As the global leader in energy management and automation, we create connected technologies that will reshape industries, transform cities and enrich lives.

Contents Using This Guide

01 The Schneider Electric Brand

Brand Essence

Brand Values

Brand Attributes

Brand Stories

Elevator Pitch

Schneider Electric Boilerplate Messaging

02 Creative Expression

Brand Voice

Visual Elements

Iconography 38 Photography 51 Video Elements

Using This Guide This guide has two sections. The first section describes the Schneider Electric™ brand itself: • the brand essence that drives our purpose, commitment and action; • the values that drive our high-performing culture; • the attributes that guide us in what we deliver to the customer; and • the brand stories where our distinctive competencies and experience are brought to life. The second section addresses the creative expression of our brand. Our brand identity is made up of several basic elements which come together to create a memorable and differentiated brand system. This guide has been designed to address the needs of a diverse and global company like Schneider across all applications, media and geographies. When used consistently, it will ensure that our brand is represented effectively in the marketplace. For more information, visit our Brand Book 2.0: Schneider Electric employees: http://brand.schneider-electric.com/confluence/display/DAS/Home Agencies: http://branding.schneider-electric.com/confluence/display/DAS/Home To receive the log in details, email: fr-brand-portal-support@schneider-electric.com

01 The Schneider Electric Brand Our brand is more than a look and feel, a logo or a tagline. It is what guides our purpose. It instructs how we behave and informs what we deliver to our customers. Put simply, our brand is who we are.

Brand Essence This is our Brand Manifesto, representing our promise to all of our stakeholders — customers, partners, employees, influencers and shareholders. This guides our purpose, commitment and action.

The change in our world is more profound than ever, driven by a new scale and speed of urbanisation, digitisation and industrialisation. New technologies, enabling distributed and connected energy for the first time, challenge us to redefine the way we live our lives. We believe access to energy is a basic human right. We want everyone on our planet to have access to safe, reliable, efficient and sustainable energy. At Schneider Electric, we’re committed to providing innovative solutions that address the energy paradox: balancing our planet’s carbon footprint with the irrefutable human right to quality energy. We invent technologies that will transform places where we live, work and play. With our ingenious design philosophy we deliver solutions that integrate seamlessly into our environment, supporting the rhythm of our lives — empowering people to do more with less. As the global leader in energy management and automation, we create connected technologies that reshape industry, transform cities and enrich lives. At Schneider, we call this Life Is On.

Schneider Electric Brand Guidelines June 2015

Brand Essence LIFE IS ON

Brand Values Our Brand Values define our high-performance culture ambition â&#x20AC;&#x201D; from our mindset to our behaviour. We express these values in the way we act every day â&#x20AC;&#x201D; to each other, with our customers, partners and all stakeholders.

Schneider Electric Brand Guidelines June 2015

Open

Effe cti ve

nate o i s as

Effective We are effective. We deliver on promises. We are pragmatic and fast, and we compete to win.

LIFE IS ON

Passionate We are passionate about our customers, our people, our business and our technology. We are positive in our approach to finding solutions that improve our lives.

Brand Essence

ge len al

Open We are open. We value differences. We listen. We learn, connect and collaborate with others.

nd Values Bra

Challenge We challenge ourselves and others to rethink what is expected. We are agile and move at the speed of change.

orward ghtf rai St

Straightforward We are straightforward. We do what we say and we communicate in simple ways. We behave with integrity.

Brand Attributes These are the core customer benefits that guide what we deliver, providing inspiration, from our ingenious solution-design to our R&D technology vision. We will rally our collective focus to create competitive brand-differentiation with these four core attributes, supported by the same consistent brand messaging.

nd Attributes Bra

Connectivity We interconnect IT and OT (Operational Technology) to produce actionable information for better business results.

ity bil na ai

Effe cti ve

nate o i s as

ge len al

P Open Effi c i e nc y

iability and Safe Rel ty

ctivity nne Co

Schneider Electric Brand Guidelines June 2015

LIFE IS ON

Su st

Reliability and Safety We build and deliver safe, reliable products and solutions, from the simplest of switches to complex operational ecosystems.

Brand Essence

Efficiency We help our customers achieve better energy and process efficiencies in their cities, businesses, plants, buildings and homes through superior solutions that are easier to use.

orward ghtf rai St

Sustainability We help to sustain customer resources, reduce CO2 emissions, and to better manage and ensure more livable environments.

nd Values Bra

Brand Stories These are the places where the stories of our distinctive competencies and experiences are brought to life — compelling stories that cover all of our businesses, segments and target audiences. This connection to real customer needs creates tangible Schneider relevance.

Brand Stories

Effe cti ve

nate o i s as

In O ur Ho ility and Sa b a i l m fety Re

d ou l C In

th e

Schneider Electric Brand Guidelines June 2015

Effic i e n cy

• Partner Ecosystem

ies str du In

• Co-location and Web Giants

Open

• Big Data

• Smart Mobility • Smart Grid • Renewables • Intelligent Buildings • Green Buildings

• Industrialisation

In O ur

• Cybersecurity

LIFE IS ON

• Urban Efficiency

Su st

• Content on Demand • Data Centres

Brand Essence

• Smart Cities

• Digitisation

orward ghtf rai St

• Partnership/Growth

nd Values Bra

ity bil na ai

• Sustainability

• Style

nd Attributes Bra

In Ou r ities nd C sa ing ild ctivity nne Bu Co

• Connected Homes

ge len al

• Safety and Reliability

• Urbanisation

• Internet of Things (IOT) • Productivity • Process Automation • Modernisation of Technology • Sustainability • Energy Efficiency

Elevator Pitch These are the stories that our distinctive competencies and experiences bring to life.

Brand Stories

nd Attributes Bra Our technologies ensure that Life Is On everywhere, for everyone and at every moment. We embrace a high-performance culture by being straightforward, accepting of challenge, open, passionate and effective. Our ingenious solutions enable lives to be more connected, sustainable, efficient, safe and reliable. We serve our customers by offering the largest portfolio of our industry, bringing expertise to our segments and partners.

Schneider Electric Brand Guidelines June 2015

nd Values Bra

Brand Essence

Schneider Electric Boilerplate Messaging Our boilerplate describes who we are, what we do and why it matters.

Schneider Electric is the global leader in energy management and automation. With revenues of â&#x201A;Ź25 billion in FY2014, our 170,000 employees serve customers in over 100 countries, helping them to manage their energy and process in ways that are safe, reliable, efficient and sustainable. From the simplest of switches to complex operational systems, our technology, software and services improve the way our customers manage and automate their operations. Our connected technologies will reshape industries, transform cities and enrich lives. At Schneider Electric, we call this Life Is On.

Schneider Electric Brand Guidelines June 2015

02 Creative Expression These guidelines are intended to facilitate consistent and simple communications by setting criteria for graphic and editorial style, allowing sufficient freedom to address the many communications directives the organisation must accommodate. You will also find examples of how these brand concepts are applied across a range of marketing materials, such as advertising, digital and print collateral and physical spaces. Prior to working on any creative development project, employees, vendors and agencies must thoroughly understand the Schneider Electric brand and its design system. Compliance is mandatory on all deliverables created on behalf of Schneider Electric and its brands. For more information, visit our Brand Book 2.0: Schneider Electric employees: http://brand.schneider-electric.com/confluence/display/DAS/Home Agencies: http://branding.schneider-electric.com/confluence/display/DAS/Home To receive the log in details, email: fr-brand-portal-support@schneider-electric.com

Brand Voice What Is Voice And Why Does It Matter?

Use of ‘Schneider Electric’ versus ‘Schneider’

Voice is the way we say what we say. It reflects the brand values and attributes that define us. By infusing our personality in our communications, in terms our audiences easily know and understand, we do more than speak to them — we connect with them and help them remember us.

Regardless of media; whether in a conversation, advertisement or presentation, the first reference to the company name should be Schneider Electric. It is acceptable to shorten to Schneider thereafter.

How Do We Use It?

Life Is On is our passionate point of view and a commitment that reflects our aspiration to provide the technologies that will ensure that Life Is On everywhere, for everyone and at every moment. However, overuse of the term in body copy kills the effectiveness of the idea. Make sparing references to ‘Life Is On’ in copy. Instead, challenge yourself to convey our brand essence through compelling copy and visuals.

We apply our voice across all communications — our presentations and speeches, our print collateral, our expanding digital presence and to any face-to-face or phone conversations we have with customers, colleagues, analysts, the media or even with friends and family.

Use of ‘Life Is On’

Without exception, the lock up of ‘Life is On’ with the Schneider Electric logo is to appear in English only for all applications. Translations of ‘Life is On’ in other languages may be used in body copy but not in executions with minimal or no body copy.

Voice Principles Be Authentic. Our brand values compel us to be straightforward, open and passionate. These values inform the way we communicate. While we have expertise in energy management and automation, we engage with our audience as peers. We seek open conversation; we express our sincere passion for our work; and we express ourselves in a conversational, approachable manner.

Tips: • Pose questions to engage the audience and open a dialogue. • Focus on the customer benefit and use language that everyone can understand. • Show your audience that you are listening by playing back some of their concerns. • With the exception of necessarily technical documentation, adopt a natural, conversational tone. Mix up sentence lengths, as you do when speaking. • Try not to focus excessively on ‘us’ — on what we have done and are doing, without reference to a customer benefit. • Avoid using language that may be perceived as contrived, pretentious or inauthentic.

Schneider Electric Brand Guidelines June 2015

Voice Principles

(cont’d)

Be Concise. We focus on what matters and we say it in a direct, simple, and engaging way. It takes time and effort to be concise, but our customers appreciate that we get right to the point.

Tips: • Keep your communications digestible — focus on substantive information and get to the point quickly. • Try not to pack too much into each sentence and favour simple sentence structures. • Optimise time and space by using contractions and bullets to transmit information. • Use direct language to convey the purpose of your communications. • Refrain from using overly technical language. • Don’t make your audience read information that doesn’t pertain to them.

Schneider Electric Brand Guidelines June 2015

Voice Principles

(cont’d)

Be Relevant. Whether customer, prospect, analyst or investor, our audiences have many competing interests for their time. How much time they give to us depends entirely on the value of what we have to say. Is it relevant? Is it interesting? Are we addressing a relevant customer pain point? Grab attention with a provocative idea. Follow up with a well-constructed argument. Or engage with examples of how Schneider can impact their world. We have great stories to share.

Schneider Electric Brand Guidelines June 2015

Tips: • Lead by addressing a customer’s pain point. • Be mindful of each audience’s specific needs and tailor the message to address them. • Whenever possible, tie everything back to customer needs and benefits. • Strengthen local relevance by marrying our global expertise to the particular needs of specific geographies, industries and markets.

Before-and-After Examples Website Copy Instead of this…

Try this…

What’s different?

Schneider Electric’s Sustainable Development Approach

Schneider Electric’s Approach to Sustainable Development

•

Schneider Electric’s commitment can be summed up in one phrase: ‘Sustainable development is good for Schneider Electric and Schneider Electric is good for sustainable development’.

As customers look for new ways to become more efficient, reduce costs and meet their sustainability goals, they are turning to us to help them get there.

Instead of talking about ourselves, we start with the customer’s pain point: improving their business operations and meeting their sustainability targets.

•

Indeed, in a world where energy efficiency has become a major problem, for Schneider Electric the principles of sustainable development represent a tremendous opportunity for growth and differentiation.

A key concept of sustainable development, responsibility is at the heart of our culture and our strategy. Indeed, in 2005, we created the Planet & Society Barometer to measure our own corporate responsibility performance with criteria covering people, environment, community and governance. For our customers, our commitment to sustainable development in our own business translates into real-world experience that passes onto them, helping them drive positive change and meet their own ambitious sustainability targets.

When we discuss our own differentiating experience, we frame it in terms that show how this experience ultimately benefits the customer.

•

We get to the point, expressing the same ideas while using fewer words.

By helping its customers to respect the environment more, Schneider Electric is positioning itself on new markets (energy efficiency, building automation and backup power supply), all of which will drive growth in the coming years. A key concept of sustainable development, responsibility is at the heart of Schneider Electric’s culture and strategy. It is because it behaves in a responsible way that the company can take on the social, economic and environmental challenges that lie ahead. Schneider Electric created the Planet & Society Barometer in 2005 to measure its corporate social responsibility performance. With criteria covering people, environment, community and governance issues, the Barometer expresses our commitment to promoting sustainable development.

Schneider Electric Brand Guidelines June 2015

Before-and-After Examples

(cont’d)

Ad Copy Instead of this…

Try this…

What’s different?

We drive data centre efficiency.

A different kind of data centre. A better run business.

•

Our innovative data centre physical infrastructure with full-visibility management lowers operating costs.

With an innovative, industry-leading integrated architecture, Schneider ElectricTM data centres power the world’s most efficient businesses.

Instead of focusing on ‘us’ in the headline and body copy, all content is now framed around customer benefits.

•

Three headlines/sub-headlines are reduced to one to reduce complexity.

Rack-to-row-to-room-to-building architecture lowers cost.

schneider-electric.com/datacentre

•

Rather than hoping to persuade with multiple proof points, we focus on the strongest proof point and link to the value we provide to the customer.

•

We respect the time and attention of our audience: 212 words reduces to 17.

Improving both efficiency and system uptime requires a second look at today’s data centres! Featuring innovative and industry-leading physical infrastructure components, Schneider Electric™ data centres uniquely span traditional IT ‘white space’ and facilities to improve interoperability, deliver true data centre agility, and achieve cost-saving energy and operational efficiency. Our integrated architecture also lowers total cost of ownership, enables fast and easy design and deployment, and promises the highest availability. It comprises best-of-breed components available from a single source and through a global supply and services chain. From our well-known APC InRow™ cooling units … to our innovative to our innovative Ecobreeze Air Economizer Module with two economiser modes … to our unparalleled data centre management software StruxureWare™ for Data Centres, Schneider Electric products can be found literally in every data centre domain. We offer the most energy-efficient components — all uniquely engineered as a system. In the long run, the Schneider Electric rack-to-row-to-room-to-building approach reduces total data centre life cycle cost up to 13 percent and 30 percent of data centre physical infrastructure cost over 10 years! In fact, it’s the foundation of our Business-wise, Future-driven™ data centres.

Schneider Electric Brand Guidelines June 2015

Before-and-After Examples

(cont’d)

Social Media Post Instead of this…

Try this…

What’s different?

The ULTI is for discerning consumers who seek haute couture in interior design. Marrying the highest aesthetics in cosmopolitan decor and superb functionality in fine lighting, the award-winning ULTI delights your vision and lights up your sense with splendor. With its ultra clean lines, sleekly chic square profile and instantly identifiable round dolly, ULTI blends two contrasting geometries to create modern simplicity — it gives you full control of your home. Click here to find out more.

There’s something about ULTI lighting control switches that just feels right. Clean lines. Slim profiles. Click here to check ULTI out.

•

The first version relies heavily on a layering of superlatives and buzzwords. While each may be valuable, it’s too much of a good thing! In this case, less means more.

•

Sentence structure is simplified, with the use of short sentences of similar structure to create a sharply punctuated conclusion.

Schneider Electric Brand Guidelines June 2015

Trademark Usage Schneider Electric:

Tagline:

Use of the ‘TM’ symbol may be attached to ‘Schneider Electric’ (in word form) in the first instance.

Use of the ‘TM’ symbol may be attached to ‘Life Is On’ in the first instance in body copy or text only.

The ‘TM’ symbol should be superscripted as follows: Schneider ElectricTM The registration symbol ‘®’ should not be used.

The ‘TM’ symbol should be superscripted as follows: Life Is On™ The registration symbol ‘®’ should not be used.

Schneider Electric Logo: Use of the ‘TM’ symbol should be attached to the Schneider Electric logo (without the tagline), as shown below:

The registration symbol ‘®’ should not be used. The Schneider Electric logo must be used in the exact form, style and type as prescribed in these Guidelines. The Schneider Electric logo must not be altered or modified in any manner.

Schneider Electric Brand Guidelines June 2015

Lock Up: No trademark symbolism should be attached to the lock up, as shown below:

The lock up must be used in the exact form, style and type as prescribed in these guidelines. The lock up must not be altered or modified in any manner.

Trademark Usage

(cont’d)

Disclaimer: Schneider Electric trademark attribution disclaimer: Schneider Electric is a trademark and the property of Schneider Electric SE, its subsidiaries and affiliated companies. All rights reserved. Lock up trademark attribution disclaimer: Life Is On Schneider Electric is a trademark and the property of Schneider Electric SE, its subsidiaries and affiliated companies. All rights reserved. The disclaimers above should appear on external-facing materials where the Schneider Electric logo and/or Lock-up is used. Exceptions include web banners, trade booths and other related types of signage and materials.

General Rules: • Trademark protections for the lock up, tagline and Schneider Electric logo are managed solely by Global Marketing Brand Management and the IP Legal Department. • The different Schneider Electric logos identified in these guidelines, including the guidelines, may only be used by the Schneider Electric Group. • Any third parties, persons or companies requesting to use the lock up, tagline and Schneider Electric logo in any manner requires the prior review and approval of authorised representatives of Global Marketing Brand Management in all instances. • The lock up, tagline and Schneider Electric logo are trademarks of Schneider Electric and should not be used in any manner that is misleading or reflects unfavourably on the reputation of Schneider Electric. • No statements or advertisements are permitted to be made, published or used in any way may be construed to demean the image, value, identity, reputation or goodwill associated with the lock up, tagline and Schneider Electric logo. • Any questions concerning trademark usage of the lock up, tagline and Schneider Electric logo should be addressed to authorised representatives of Global Marketing Brand Management and the Global Trademark Team within the IP Legal Department.

Schneider Electric Brand Guidelines June 2015

Visual Elements

From the signage on our buildings to the stationery that sits on our desks â&#x20AC;&#x201D; all materials will tell the greater brand story of Schneider. The following guidelines outline how to use our visual elements to ensure that every piece we produce contributes to the creation of a progressive, strong and consistent brand.

Logo Our logo is the primary visual representation of our brand. It is the first thing many people will see and the fastest way customers will identify our products and services. For this reason, it’s important that our logo always be used in the same way and be given the space it requires to have the necessary visual impact.

Do not place the logo on a similarly coloured background or on a secondary-colour background. The logo may be scaled proportionately, but must not be modified in any other way. This includes skewing, changing the alignment of text, adding effects (such as drop-shadows or glowing edges) or changing the colour.

The logo may only appear in white, black or in the green specified in the colour palette as SE Logo Green. Do not reverse the logo out of any colour other than SE Life Green, SE Dark Grey or SE Light Grey.

Please note: Coloured frames are presented to portray intended background colours only.

Logo in SE Logo Green

Logo in black

™

Logo in white on SE Dark Grey background

Logo in white on SE Light Grey background

Logo in white on SE Life Green background

™

DO NOT MODIFY THE LOGO IN ANY WAY Schneider Electric Brand Guidelines June 2015

Logo with Tagline (Lock Up) On all external-facing materials, the ‘lock up’ — i.e., the Schneider Electric logo with the tagline — must be used in all cases and must appear in the exact form, type and style as shown below.

Usage of the Schneider Electric Logo without Tagline The Schneider Electric logo without tagline is used in the following cases only: • Product marking, moulds and software interfaces. • Instances when the lock up does not fit the minimum size requirements. • Scenarios when ‘Life Is On’ has been used as the primary headline and the Schneider Electric logo has been used separately within the same material. Please note: Coloured frames are presented to portray intended background colours only.

Logo lock up in SE Life Green and SE Logo Green

Logo lock up in black

Logo lock up in white on SE Dark Grey background

Logo lock up in white on SE Light Grey background

Logo lock up in white on SE Life Green background

DO NOT MODIFY THE LOGO IN ANY WAY Schneider Electric Brand Guidelines June 2015

Clear Space Clear space is the area around the logo that must be free of any text or graphic elements. The minimum amount of clear space is measured by the height of the ‘E’ in ‘Electric’.

Minimum Size To ensure legibility, we have set the minimum size for the reproduction of the logo as follows: Logo: For print, it is 15 mm. For online applications, it is 43 px. Logo lock up: For print, it is 29.102 mm. For online applications, it is 146 px.

Schneider Electric Brand Guidelines June 2015

15 mm

29.102 mm

Associated Brands 1/10

While Schneider actively pursues partnerships and acquisitions to broaden our offerings, it is important to maintain a strong association with our master brand. To ensure this, associated brands should always place ‘by Schneider Electric’ underneath their own logos, as shown here.

Width of Life Is On | Schneider Electric (Master Brand) Lock-up

When paired with an associated brand logo, the ‘Life Is On’ portion of the lock up should always appear in SE Life Green. 1.25/10

Keyline 0.25 0.25

Keyline width = ‘by Schneider Electric’ width

Associated brand example with “Life Is On” lock up

Baseline 0.25 0.25 0.25 Keyline width = ‘by Schneider Electric’ width

Schneider Electric Brand Guidelines June 2015

Associated brand example without “Life Is On” lock up

Associated Brands (contâ&#x20AC;&#x2122;d) 1. Lock Up Samples

Schneider Electric Brand Guidelines June 2015

Associated Brands (contâ&#x20AC;&#x2122;d) 2. Lock Up Samples TM

Schneider Electric Brand Guidelines June 2015

Colour Palette

Primary Green

SE Life Green Colour Consistency

SE Life Green is the primary colour. SE Dark Grey and SE Light Grey are used for support. SE Logo Green is used exclusively for the logo.

To ensure colour consistency across mediums and to support our brand identity, use Pantone 2270 C spot colour for SE Life Green in print. When possible, make all 4 colour (CMYK) processes 5 colour (4+1/4+1) processes through the addition of a spot colour plate (PMS 2270c+). In extenuating circumstances you may use the CMYK equivalent of SE Life Green.

Secondary Colours Full blocks and washes of secondary colours are no longer part of our visual brand and their use is prohibited.

The secondary colours remain the same, although the usage has changed substantially. To reinforce Schneider as the green company, the secondary colours should be used sparingly — for example, in subheads and product names.

Name

Pantone

Hexadecimal

White

–

255

#FFFFFF

SE Life Green

2270 C (Plus Series)

100

–

205

#3DCD58

SE Logo Green

355 C

100

–

149

#009530

Black

–

100

100% K

#000000

SE Dark Grey

Cool Gray 11

80% K

100

105

#626469

SE Light Grey

Cool Gray 7

50% K

159

160

164

#9FA0A4

SE Sunflower Yellow

109 C

100

–

255

209

#FFD100

SE Honeysuckle Orange

138 C

100

–

228

127

#E47F00

SE Fuchsia Red

207 C

100

–

177

#B10043

SE Sky Blue

298 C

–

180

230

#42B4E6

Schneider Electric Brand Guidelines June 2015

Colour Usage DO • Use colour sparingly, as white space is an important aspect of our brand communication. • Use SE Life Green for the sustained line, large blocks of green and for titles and headlines.

Sample

• Use the intermediate greys for support.

Sample DO NOT • Use the secondary colour palette for shapes. • Use the secondary colour palette for titles or headlines.

schneider-electric.com/urlgoeshere

Sample

Sample Subhead 2

Sample Subhead 1

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec finibus suscipit arcu, at aliquet nibh mais sed. Ut in justo sapien. Aliquam eu metus eget.

schneider-electric.com/urlgoeshere

• Use the secondary palette for large washes.

Sample Optional Subhead

Sample

schneider-electric.com/urlgoeshere

Schneider Electric Brand Guidelines June 2015

Sample Subhead 2

Sample Subhead 1

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec finibus suscipit arcu, at aliquet nibh mais sed. Ut in justo sapien. Aliquam eu metus eget.

schneider-electric.com/urlgoeshere

Typography Headlines and Subheads Arial Rounded MT Pro The simplicity and global familiarity of Arial ensures that typographic style does not hinder our content and message. Using lighter weights promotes a modern sophistication, while the fontâ&#x20AC;&#x2122;s rounded aspects add a softer, human feel, and echo the style of our pictographic language. Arial Rounded Light is to be used for large headlines and subheads. For subheads below 12 pt, use Arial Rounded Regular.

Arial Rounded MT Pro Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Arial Rounded MT Pro Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Schneider Electric Brand Guidelines June 2015

Typography

(cont’d)

Body Copy

Arial MT Std Light

Arial MT Std To allow for a broader range of weights, Arial MT Std is to be used for all body copy needs. Arial MT Std Light is to be used for body copy in general. Arial MT Std Medium will serve as the first and main level for traditional ‘bolding’.

Use only for hierarchical emphasis in body copy. Do not use for large headline copy.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Arial MT Std Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Schneider Electric Brand Guidelines June 2015

Substitute Typeface Arial In cases where Arial Rounded is not available (such as PowerPoint), the substitute font is Arial.

Use only for hierarchical emphasis in body copy. Do not use for large headline copy.

Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Schneider Electric Brand Guidelines June 2015

Alternative Typeface Languages The following chart displays the preferred font pairings by language, for which Arial MT Std doesn’t exist.

Language

Typeface

Styles Available

Language

Typeface

Styles Available

Hebrew / Vietnamese

Arial World Family Pack

Arial Regular Arial Italic Arial Bold Arial Bold Italic

Chinese (Simplified)

M Hei PRC

M Hei PRC Light M Hei PRC Medium M Hei PRC Bold M Hei PRC Heavy

Greek and Cyrillic

Arial Rounded WGL

Arial Rounded WGL Volume Arial Rounded WGL Bold Arial Rounded WGL

Chinese (Traditional)

M Hei HK

M Hei HK Light M Hei HK Medium M Hei HK Bold M Hei HK Heavy

Japanese

IWATA UD R

IWATA UD R Gothic Light IWATA UD R Gothic Thin IWATA UD R Gothic Medium IWATA UD R Gothic Bold

Arabic

Helvetica Neue Arabic

Helvetica NeueLT Arabic Light Helvetica Neue LT Arabic Roman Helvetica Neue LT Arabic Bold

Korean

YD Gothic 500

YD Gothic 500 520 YD Gothic 500 530 YD Gothic 500 540 YD Gothic 500 550

Thai

Arial Unicode

Arial Unicode Family Arial Unicode MS Regular Arial Unicode MS Bold

Cyrillic

Greek

Schneider Electric Brand Guidelines June 2015

Arial 1 Cyrillic Volume Arial Cyrillic Regular Arial Cyrillic Italic Arial Cyrillic Bold Arial Cyrillic Bold Italic Arial Cyrillic Black Arial Cyrillic Light Arial Greek

Arial Greek Light Arial Greek Regular Arial Greek Italic Arial Greek Bold Arial Greek Bold Italic Arial Greek Black

Iconography Icons can be used as an effective way to convey what we do while reflecting our brand. We’ve designed our icons to be simple and clear.

350 px

20 pt safe zone at 350 px size

One continuous line when possible

Rounded end caps

Rounded corners (2 px)

Icons and symbols execution guidelines: • Draw in a 350 x 350 pixel frame, with a 20-point outline as a safe zone. • We use round end caps and rounded corners (2 px) to create soft, accessible iconography. • Create with Adobe Illustrator and the Bezier tool (not the ellipse or box tools). • Draw with a continuous line to be as simple as possible. • Use the Schneider Electric colour palette for the lines in the icons and symbols (with the exception of SE Logo Green.) Icons and symbols should NOT: • Icons are not sketches and they should not look cartoonish or childlike. • Do not colour in; always maintain the continuous line style. • Do not use as part of company logos or in conjunction with text that implies a company programme. Sizing Guidelines When using a Pictogram as a primary or secondary design element in a communication, it shouldn’t be smaller than 12.7mm. On average, 2.54 cm height makes for a good best practice on most of our traditional A4 or Letter sized scope of assets.

Schneider Electric Brand Guidelines June 2015

Iconography (contâ&#x20AC;&#x2122;d) Our icons are designed to be very simple and to convey meaning without the aid of words. When determining how they should be used, follow the same principle of simplicity. To ensure that they have as much impact as possible, use icons sparingly. Do not isolate icons on a single page. Instead, use them to emphasize surrounding content. Also, icons should be used individually to express single ideas â&#x20AC;&#x201D; do not use them together as an equation, or combine multiple symbols to communicate another idea. Icons can be combined for infographics only. Do not alter the style of the icons, or blend them into 3D spaces.

DO NOT use icons as watermarks

Do not use as a large grouping

DO NOT combine icons to make an equation

DO NOT add any effects or skew the icons

DO NOT change the opacity of the icons

DO NOT combine icons to create a new one

Consult your local studio or design lab when in doubt about the use of icons. Schneider Electric employees: http://brand.schneider-electric.com/confluence/display/DAS/Home Agencies: http://branding.schneider-electric.com/confluence/display/DAS/Home To receive the log in details, email: fr-brand-portal-support@schneider-electric.com

DO NOT use in a non branded color.

Schneider Electric Brand Guidelines June 2015

Type Styles Because our materials span a wide range of sizes and formats, character and paragraph style will be determined on a use-case basis. For common use cases, like letter and legal-sized documents, use the following guidelines.

1. Large Callouts/Headings Weight: Arial Rounded MT Light Colour: White or SE Life Green Size: 90pt with 90 pt leading

5. Graphic Callouts Weight: Arial MT Std Light Colour: SE Dark Gray Size: 7 pt with 12 pt leading

2. URL Weight: Arial Rounded MT Light Colour: SE Life Green Size: 12 pt with 14 pt leading

6. Sources/Folios Weight: Arial MT Std Light Colour: White or SE Life Green Size: 6 pt with 7 pt leading

3. Intro Paragraphs Weight: Arial MT Std Light Colour: SE Life Green Size: 12 pt with 18 pt leading 4. Body Weight: Arial MT Std Light Colour: Black Size: 8 pt with 11 pt leading

1 2

3 4 5

Schneider Electric Brand Guidelines June 2015

Type Styles

(cont’d)

To fully express the ‘Life Is On’ brand essence, designers are encouraged to emphasise the typographic hierarchy. Wherever possible, ensure that titles and subheads are as large as possible and, in some one-line cases, they can bleed from edge to edge of the artwork. Although, there are appropriate circumstances when long flows of content are necessary (e.g. product manuals, white papers, etc.). In most cases content should be kept to a minimum, being concise and to the point. This reduces the need for long flowing dense copy.

Schneider Electric Brand Guidelines June 2015

Type Styles

(cont’d)

The following guidelines should be considered when laying out headlines and callout text: • Headlines should be kept to a minimum of approximately three lines. • Use white copy when SE Life Green is the background colour. • Use SE Life Green copy on white backgrounds. • Use white copy on darkened image.

Sample Headline Goes Here

Sample Subhead 1

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec finibus suscipit arcu, at aliquet nibh mais sed. Ut in justo sapien. Aliquam eu metus eget.

Sample of Headline That Exceeds Three Lines of Copy

Sample Headline Goes Here

Sample Subhead 1

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec finibus suscipit arcu, at aliquet nibh mais sed. Ut in justo sapien. Aliquam eu metus eget.

Sample Headline Goes Here

• Use SE Life Green copy on light sections of an image.

DO NOT: • Flow exceedingly long headlines. • Use colours other than white when applying type on a SE Life Green background. • Use coloured type when contrast is very low. • Use secondary colours for headlines or callouts.

Schneider Electric Brand Guidelines June 2015

Infusing Green Schneiderâ&#x20AC;&#x2122;s solutions are a part of the world in which we live. The positive consequences of our contributions are reflected in everything and enjoyed by everyone. Suffusing green throughout our visual design system conveys this belief. We do that by subtly infusing an edge-to-edge segment of green into the vast majority of executions. This green segment can vary in thickness, as appropriate to the content layout.

Infusing Green: Layout Layer Guide

Schneider SE Life Green Segment (Edge-to-edge) 80% opacity / Multiply

Schneider SE Life Green Segment (Edge-to-edge) 100% opacity / Multiply

Photo

Schneider Electric Brand Guidelines June 2015

Infusing Green

(cont’d)

Schneider Electric’s solutions extend to all areas of life. This can be portrayed by visually suffusing and weaving edge to edge segments of SE Life Green into the world in which we live, reinforcing the idea that the positive consequences of our contribution can be found in everything and enjoyed by everyone. Weave green segments into images where there is an intuitive foreground focus in which the segment can be crisply masked. Use sparingly and do not create overcomplicated scenarios of this effect. DO NOT: • Do not change the colour. • Do not overcomplicate. • Do not place overtop of primary subject’s faces. • Do not alter the shape of the green segment (bulge, point, wobble).

Schneider Electric Brand Guidelines June 2015

Grid Layouts Use a five-column grid for all communications. • The five-column grid helps to structure layouts and bring order to information. • Templates are available for standard formats. • Changing proportions of margins can improve the layout of custom formats. • Text may be flowed on up to five columns, but must always be aligned left.

Schneider Electric Brand Guidelines June 2015

The Capsule The capsule is the graphic that houses Schneider’s URL and calls to action. The width and height of the capsule varies depending on the point size of the type. When building artwork: 1. Start by joining two perfect circles. The ends must always be continuous and round.

schneider-electric.com/urlgoeshere

2. The inset is equivalent to ‘x’, which is half the size of the end circle. The indent on both ends should be identical. 3. Text should be centred vertically and horizontally inside the capsule.

On a white background: SE Life Green capsule with white text.

Should the URL exceed the width of the piece at minimum size, DO NOT use the capsule. Instead list the URL as type only. Minimum point size for both print and online applications is 12 pt with 14 pt leading.

schneider-electric.com/urlgoeshere

1 On a SE Life Green background: white capsule with SE Life Green text.

schneider-electric.com/urlgoeshere x

schneider-electric.com/urlgoeshere

schneider-electric.com/urlgoeshere Over imagery: white capsule with SE Life Green text.

Schneider Electric Brand Guidelines June 2015

Photography Principles

Authentic

Human

Vibrant

The innovations that Schneider develops provide real benefits and outcomes for people all over the world. The reality of these results is enhanced throughout candid, and authentic scenario-based photography. Shots should be relevant and unique, grounded in real situations. A conversational tone and story-driven approach is recommended. Avoid photographic clichés in favour of unexpected shots.

From the simplest switches to complex operational systems, everything we touch impacts lives. A living energy is achieved, and our photography should reflect this. Whether we’re showing intimate moments or industrial scenes, the photographs we use should be personal and relatable.

To help enhance authenticity and humanity, Schneider’s bright and vibrant secondary colour palette should be infused throughout the photographs. This can be done in subtle ways, but should be consistently peppered throughout photo libraries, searches and shoots.

Schneider Electric Brand Guidelines June 2015

In most cases, people are the focus, although in some more technical or industrial-based photography, when people are not always the focus, a human trace should be implemented — for example, a steaming cup of fresh coffee on a table within the setting.

Photography

Merchandising T-Shirt and Book Wrap

Schneider Electric Brand Guidelines June 2015

Merchandising Baseball Cap

Schneider Electric Brand Guidelines June 2015

Merchandising Phone Case, USB Flash Drive and Pen

Schneider Electric Brand Guidelines June 2015

Merchandising Notebook and Mug

Schneider Electric Brand Guidelines June 2015

Tradeshow

Goody Bag

schneider-electric.com/fpo

Schneider Electric Brand Guidelines June 2015

Tradeshow

Schneider Electric Brand Guidelines June 2015

Badge

Tradeshow

Directional Signage

Visit us at booth #302 schneider-electric.com/fpo

Schneider Electric Brand Guidelines June 2015

Tradeshow

Schneider Electric Brand Guidelines June 2015

Single Panel Display

Tradeshow

Schneider Electric Brand Guidelines June 2015

Multi-Panel Booth

POS Materials

Design Examples

Shelf Stopper

Bus Stop

Pull and Learn

Design your own combination.

Siet amet consequent elit nonumuny et.

1300 mm

Shelf Stopper

200 mm

Dalmir sit amet consequent elit nonumony dalmir sit.

250 mm

1000 mm

1100 mm

Header Card

Siet amet consequent elit nonumuny et.

450 mm

1700 mm Shelf Strip 60 mm

Design your own combination.

300 mm 1000 mm

Schneider Electric Brand Guidelines June 2015

POS Materials

Corner Display

Create the ExxactTM combination that’s right for you

Schneider Electric Brand Guidelines June 2015

Create the ExxactTM combination that’s right for you

PowerPoint Presentation

Schneider Electric Brand Guidelines June 2015

PowerPoint Presentation (contâ&#x20AC;&#x2122;d)

Schneider Electric Brand Guidelines June 2015

PowerPoint Presentation (contâ&#x20AC;&#x2122;d)

Schneider Electric Brand Guidelines June 2015

PowerPoint Presentation (contâ&#x20AC;&#x2122;d)

Schneider Electric Brand Guidelines June 2015

Digital Expressions

Schneider Electric Brand Guidelines June 2015

Outdoor Creative Expressions

Schneider Electric Brand Guidelines June 2015

Outdoor Creative Expressions

Schneider Electric Brand Guidelines June 2015

(contâ&#x20AC;&#x2122;d)

Outdoor Creative Expressions

Schneider Electric Brand Guidelines June 2015

(contâ&#x20AC;&#x2122;d)

Video Elements From product demonstrations to customer testimonials, videos are an effective way of communicating with our employees, customers and prospective customers. But, depending on your message, video may not necessarily be the most effective form of communication. Before you create a video, ask the following questions: • Do I have a visually interesting story? • Do I have compelling characters or subjects? • Do I have a lot of technical detail that I need to explain? • Is my audience likely to sit through a video? • Do I have the proper distribution channels to make sure my video reaches the maximum possible audience? After determining that video is the best way to communicate your message, take a look at the following guidelines. They provide a solid foundation to ensure all of our video assets maintain a strong, consistent brand, while offering the flexibility necessary for a diversity of projects.

Style Principles No matter what kind of video we’re producing, our style principles should be communicated. The following guidelines offer ways to communicate these principles.

Humanity

Authenticity

Simplicity

At the core of our brand is the concept that ‘Life Is On’; our video productions should reflect the vibrant energy of life and the humanity of the people who animate our video productions. We are a company of people first, and as such we want to focus on ‘intimate moments’ within the context of our subjects. This could be close-ups on facial expressions to show emotion or a finer look at small details such as hand gestures and personal accessories which help to suggest more about who the subject is on a personal level.

We keep our stories down-to-earth and accessible for our audience. That means using a realistic documentary-style that brings our stories to life — honing in on fine details and environmental textures, and connecting our audience to our brand on an emotional level. Shots should offer aesthetic interest, playing with camera angles, tilts and motion. Shots should never look staged or ‘stock’ — they should always try to evoke the feeling of a unique moment.

While the shot itself might be complex, the subject matter should remain simple, straightforward and easy to follow. Negative space can be a powerful tool, creating focus on an action or subject. While busy or cluttered shots can sometimes be an effective way to communicate a specific feeling or environment, in general we keep our content simple and relatable so that the breadth of our story can be accessed by anyone in the audience.

Schneider Electric Brand Guidelines June 2015

Principles in Practice How we shoot our videos plays a significant role in how we communicate our brand values. The following considerations should be made when deciding how to shoot a video.

Lighting

Depth of Field

Lighting should always seem effortless. For outdoor shoots, natural lighting is preferred. Soft, even lighting should be used indoors to promote a clean, optimistic environment.

A shallow depth of field should be used whenever possible, adding a sense of drama and focus to your shots. For shots involving a lot of motion, keep the depth as shallow as possible while still maintaining complete focus on the object or subject of the shot.

Colour Temperature Cool temperatures should be used when highlighting man-made objects, such as buildings, server racks, circuits, etc. Warm temperatures should be used when showing people and natural environments. If content presents a mix of the two, choose warmer temperatures to establish a sense of welcoming and optimism.

Schneider Electric Brand Guidelines June 2015

Perspective Shots should include creative angles and points of view, though tilts and skews of the camera should be used sparingly and only when itâ&#x20AC;&#x2122;s necessary to accentuate visual elements. A focus on micro perspectives, fine details, and environmental textures will lend further dynamism to our videos.

Technical Specifications To ensure that our brand stays strong, it’s important that all of our videos maintain a consistent level of quality. The following specifications will help to ensure that our high standards are met.

Please note: Specific information regarding typeface/weight/colour for lower thirds will be provided once the branded video assets have been developed.

Technical Recommendations Video

Shooting Format Video: NTSC 1920x1080, 24p.

When capturing video, your circumstance and budget can contribute to your overall strategy. To ensure you produce the best-quality product possible, follow these guidelines:

Audio: AAC Stereo, 44.1 kHz.

• For cinematic video, a high-quality, 4K resolution camera, such as a RED digital cinema camera or BlackMagic digital film camera are recommended.

Aspect Ratios

• For interview-style videos or for capturing footage with a limited crew, use a DSLR camera.

Video assets will be developed only in HD 16:9.

• Rely on professional lighting.

Audio Output When outputting audio, ensure that the maximum peak value is –3 dB.

• High definition: 1920x1080 at 23.976 fps. • Standard definition: 720x480 at 23.976 fps. Audio • Use professional microphones and recording equipment to ensure that you capture the best and clearest sound possible. • When recording off-camera narration, use a professional sound studio environment, where sound can be recorded in a controlled environment by a professional sound engineer. • When recording on location, use a digital interface or portable recorder that is capable of capturing quality digital audio. • Record AAC Stereo at 44.1kHz.

Schneider Electric Brand Guidelines June 2015

Video Poster Frame The poster frame is the image that users see before they play a video. Selection of this image will depend on the platform that you are uploading your video to, but there are some general guidelines to follow. â&#x20AC;˘ Where possible, select an image that most effectively communicates the content of the video. â&#x20AC;˘ Ensure that the image isnâ&#x20AC;&#x2122;t cluttered and will be easily identifiable on small scale formats. If a series of videos is being created, be sure to use a still-image from the opening title card or opening bumper. Using the poster frame as a reference, you can easily differentiate between videos. Checking for duplicate videos within a series requires only a visual inspection of the poster frame.

Schneider Electric Brand Guidelines June 2015

Video Elements Transitions Transitions can be an effective way of guiding viewers through a video, adding a sense of drama, focus and pace; when overused, however, they can distract from the subject matter of the video. For this reason, transitions should not be used within every cut.

Closing Bumper To maintain our brand, all Schneider videos should look like Schneider videos. To achieve this, all video assets should end with our corporate bumper. The same closing bumper audio should always be used, unless a specific request has been made for alternative music to continue playing over the bumper.

Lower Thirds Lower thirds should always be used to identify interviewees onscreen â&#x20AC;&#x201D; they should appear the first time the interviewee appears onscreen to properly identify the subject with name, title and company.

Schneider Electric Brand Guidelines June 2015

Onscreen Text Text onscreen can be an effective way of introducing or highlighting important information. However, in order to maintain consistent branding and strong design aesthetics, it’s important to establish rules that all onscreen text must follow. The following guidelines should be used as a starting point when using onscreen text.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras a eros velit.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras a eros velit. Nulla euismod velit risus, nec suscipit elit tincidunt non. Aliquam maximus enim sed sem tempor tempor. Nulla nec porta turpis. Sed feugiat mi at laoreet aliquam. Curabitur dictum arcu ut urna suscipit, vitae venenatis eros dignissim.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras a eros velit.

• Type flow should be kept to approximately 15 words maximum, and kept at a legible size in relation to the video’s presentation (desktop, handheld, auditorium). • Use white copy when SE Life Green is the background colour. • When a colour is to be used for a full wash background, use SE Life Green, • Darken footage when applying white type overtop.

DO NOT • Flow long blocks of copy. • Use colours other than white when applying type on a SE Life Green background. • Use secondary colours for full background washes. • Use coloured type when contrast is very low.

Schneider Electric Brand Guidelines June 2015

Sonic Branding

Voice Talent

We have invested specifically in developing sonic brand assets that reflect our essence, values and attributes. The more we use this sonic branding, the more our brand will resonate with our customers. Wherever possible, versions of this sonic brand, of which we have produced a diverse and growing library, should be used for our videos. If our library does not contain an appropriate soundtrack, we can also create a wide range of unique variants of the standard soundtrack upon request.

To ensure brand consistency, voices used for our video assets should exhibit uniform qualities. The global standard for Schneider is British English. Voice talent should have a British accent that isnâ&#x20AC;&#x2122;t particular to any specific region (for example, Scottish, Irish, Welsh, or any other localised dialect should not be used).

Should circumstance preclude the use of Schneider Electric branded soundtracks, ensure that the music chosen effectively reflects the storyline of the video while not contrasting overtly with our sonic brand. Music beds should never distract or overshadow the content of the video. For more details about sonic assets and standards, refer to our sonic branding guidelines.

Natural Sound All Schneider videos must include audio, but some scenes are more engaging without music. In these instances the use of natural sound can effectively add dimension to a video. Natural sound should be subtle and reflect the location of the shoot, it should not distract from the content of a video.

Schneider Electric Brand Guidelines June 2015

When videos are created for specific regions, other accents are acceptable, but they must not be thick or overwhelming. The narration must always be clear and easy to understand for global audiences. Voices should express our brand values of being straightforward, open and passionate. The timbre of the voice should be mid-range and the speaker should sound 35-55 years old. Pronunciation should be crisp and clear.

Life Is On | Schneider Electric is a trademark and the property of Schneider Electric SE, its subsidiaries and affiliated companies. All other trademarks are the property of their respective owners.