huawei device brand visual identity guidelines 2012

HUAWEI DEVICE BRANDVISUAL IDENTITY GUIDELINES

The Huawei Brand

Correct Proportion

Restriction Zone And Minimum Size

Color Guidelines: Standard Brand Logo

Color Guidelines: Special Usage Logos

Basic Color Palate

Color Guidelines: Standard Background Control

Co-branded Logo Usage

Incorrect Use Of Brand Signature

Image Style: The Principle Of General Style

Image Style: Lifestyle

Image Style: Improper Image

1.0

1.1

1.2

1.3

1.4

1.5

1.6

1.7

1.8

1.9

1.10

1.11

3.0

3.1

3.2

3.3

3.4

3.5

3.6

3.7

3.8

3.9

3.10

3.11

3.12

3.13

3.14

3.15

3.16

3.17

Ad And Print Publication

Guidelines Principle

Visual System Layout

The Incorrect Use Of Visual System Layout

Poster: Brand Image Format

Poster: Product Format

Poster: Lifestyle Format

Poster: Promotion Format

Poster: Examples Of Joint Layout

Outdoor: Brand Image Format

Outdoor: Product Format

Outdoor: Promotion Format

Outdoor: Examples Of Joint Layout

Outdoor: Special Format

Brochure: Front And Back Covers Of Inside Layout

Brochure: Application Examples Of Joint Layout

Folding: Layout Of Front And Back Cover

Folding: Examples Of Joint Layout

2.0

2.1

2.2

2.3

2.4

2.5

2.6

2.7

Key Elements Specification

Typeface Requirement: Advertisement

Typeface Requirement: Website

Typeface Requirement: Ad Headline

Typeface Requirement: Ad Body Copy

Combination Specification: Brand Name + Name Of Product

Dissemination (Product Headline)

Combination Requirement: Brand Name + Name Of Product

Dissemination + Product

Specification And Description Of Product Display

4.0

4.1

4.2

4.3

4.4

4.5

4.6

4.7

4.8

4.9

4.10

4.11

4.12

Terminal Stores Specifications

Pos: Brand Image Format

Pos: Product Format

Pos: Lifestyle Format

Pos：promotion Format

Pos: Application Examples Of Joint Layout

Commodity Display: Specification Of Essential Elements

Commodity Display: Application Examples Of Joint Layout

Spec Card: Specification Of Essential Elements

Spec Card: Application Examples Of Joint Layout

Counter Top Card: Specification Of Essential Elements

Counter Top Card: Application Examples Of Joint Layout

Store Signage: Specification Of Essential Elements

Index

1.0 The Huawei Brand

Correct Proportions The Huawei Brand 1.1

The huawei terminal signature is a balanced whole, it is not allowed to change its shape, formation and proportion. Using the brand signature consistently helps to keep its overall unity and makes the brand easier to identify. The grid lines on this page present the correct proportion of vertical and horizontal brand signature.

Preferred vertical brand signatureThe first graph on the right shows the correct proportion of the brand signature in the square template.

Preferred horizontal brand signatureThe second graph on the right shows the correct proportion of the brand signature in the rectangle template.

Please don’t create brand signature on your own. You are required to use only the electronic document template in the appendix cd.

Horizontal brand signature

Preferred vertical brand signature

x

x

0.5y

y

Restriction zoneIn order to present the brand signature clearly, there must be an empty space in minimum size around the brand signature and the empty space is called “restriction zone”. No words, signs or other graphic elements are allowed to appear in it. “X” and “y” in the graph respectively represent the height of word huawei in vertical and horizontal brand signature. In the vertical brand signature, “x” represents width and height in restricted zone and “0.5y” represent the width and height in horizontal brand signature. The size of restricted zone changes as well as the signature zone changes.

Minimum sizeThe minimum size of the brand signature in print publications should be the same as the picture on the right. If it’s smaller than this size, it would be difficult to identify.

Restricted Zone & Minimum Size The Huawei Brand 1.2

Vertical brand signature

x

x

x

x

Horizontal brand signature

y

0.5y

0.5y

0.5y

Minimum size: 8mm Minimum size: 25mm

Full-color version (four color or pantone)Please use the full-color version of the brand signature as much as possible. The full-version signature is applicable to all the promotional materials, including the print ads, tv ads, incidental products and electronic media.�

One color black versionThe entire logo is shown in only one color: black.

MultimediaThe multimedia version is applicable to the electronic media.

Color Provision: Standard Brand Logo The Huawei Brand 1.3

Four Color CMYKlogo Red: C0 M100 Y100 K0logo Black: 100K

Pantonelogo Red: Pantone 185 C/Ulogo Black: Pantone 426 C/U

One Color BlackPantone 426 C/U

MultimediaLogo Red: R25 G0 B0HEX/WEB: #FF0000

Logo Black: R0 G0 B0HEX/WEB: #000000

Color Provision: Special Usage Logos The Huawei Brand 1.4

One color logo on metal

Embossing on high quality paper

One color print blackfax and packaging

Stamp logo or line logo

Two color printPantone 185C/U Pantone 426C/UOn the package uses.

Revealed brand logo of the productsUsed in Huawei product

1

2

3

4

5

6

1 One color logo on metal

4 Stamp logo or line logo 5 Two color print

2 Embossing on high quality paper 3 One color print black

6 Stamp logo or line logo

The gradient color plate consists of red and black together.

Red is only allowed to be used in terminal materials and the stationery application system.

Color Provision: Standard Color The Huawei Brand 1.5

.

Red Black

Pantone 185 C/UCMYK 0/100/100/0RGB 255/0/0HEX #FF0000

Pantone 426 C/UCMYK 100KRGB 0/0/0HEX #000000

100% Black33% Logo RedPosition 0%

100% Logo RedPosition 43%

100% Logo Red and 42% BlackPosition 100%

0% 43% 100%Position 49% Position 86%

Color Provision: Standard Background Control The Huawei Brand 1.6

Brand signature full-color versionIn order to make sure the terminal

signature is easy to identify, the brightness of the background color should be strictly controlled. The brand signature in full-color version on this page under the different brightness background should be used as a reference. This color plate also can be used to measure the brightness of the colored background. The signatures in the box are correct, while the signatures which are crossed out by slashes are the incorrect examples.

When the terminal signature of HUAWEI is used in colored background, please make sure that the background color belongs to the exclusive color palate of HUAWEI.

When the terminal signature of HUAWEI is used in the background picture, please make sure it has the correct color contract in order to keep the brand signature neatly. The background must not be a mess and the color of it can not be too closed to the brand signature.

1

2

3

40% 50% 60% 70% 80% 90% 100%

1

Full Color Brand Signature

Grey Background

0% 10% 20% 30%

3 Image Background 2 Design Color Background

Color Provision: Standard Background Control The Huawei Brand 1.6

One color brand signatureOne color terminal brand signature

can be used in some applications. In order to make sure the terminal signature is easy to identify, the brightness of the background color must be strictly controled. The graph on this page shows how to use the one-color brand signature (black or white) correctly.

The red background, which is exclusive to the company, can use the white brand signature only.

1

2

1

One Color Brand Signature

Grey Background

2 Corporate Red Background

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

The Logo, HUAWEI should be put in the most conspicuous place or in the specific area on the right. According to the visual demands, the Logo of HUAWEI can be put horizontally with other operators’ logos providing it does not destroy the integrity of its terminal visual image.

In order to make sure the brand signature can be easily recognized, the Logo of HUAWEI needs to be in the same layout when other operators’ logo is in horizon-tal layout.

Note: The certain combination methods of other operators’ logos should be considered.

Co-branded Logo Usage The Huawei Brand 1.7

.

1.5x1.5x

x

Incorrect use of brand signatureIn order to keep consistent usage of the brand signature, please use it prudently. The graphs on the right are the common misuse of the brand signature. Please avoid these.

Graph 1 The position between the image and word “HUAWEI” should not be changed.

Graph 2 The proportion of brand signature should not be changed; Do not magnify or reduce it.

Graph 3 Do not change the typeface-weight.

Graph 4 Only the standard color can be used in the brand signature graphs.

Incorrect Use Of Brand Signature The Huawei Brand 1.8

Graph 1

Graph 2

Graph 3

Graph 4

Graph 5 The size of the typefaces used in the brand signature should not be changed.

Graph 6 The brand signature should not be compressed or stretched.

Graph 7 The brand signature should not appear within any special forms.

Incorrect Use Of Brand Signature The Huawei Brand 1.8

Graph 5

Graph 6

Graph 7

ColorWhen selecting images, please select those within the color palate decided by Huawei within this handbook, Colors don’t need to be the same or very sharp, same particular color of the part tent to make consistency, so that strengthen vision style of Huawei.

Perspective effectProper perspective effect can strengthen HUAWEI’s visual presence.

Cropping With proper cropping the vision of HUAWEI can be strengthen.

FocusUse photography to enhance theme. Pictures should be used to show the character and core value of some of our product.

Picture Style: The Principle Of General Style The Huawei Brand 1.9

Image use is a key element in forming HUAWEI terminal brand. The style of image directly influences our brand and makes us unique from other competi-tors. The principle we set up in choosing pictures helps us to present a real HUAWEI.

Please make sure the message is clear when we choose the pictures with figures. They must reflect the core value and character of HUAWEI.

Picture Style: Figure The Huawei Brand 1.10

Inappropriate pictures may decrease the terminal’s expression and destroy the consistency of visual communication. Please pay much attention to the the principles on this page.

Graph 1Please avoid using the unrelated or vulgar pictures, as they cannot reflect HUAWEI correctly.

Graph 2Please avoid using pictures displaying unnatural, affected or undesirable behaviors.

Graph 3Please avoid using the virtual pictures which can not reflect the core value and character of HUAWEI.

Graph 4Please avoid using the pictures with inappropriate metaphor contents which may subject us to criticism.

Note: Any usage of the pictures ,please contact HUAWEI directly.

Picture Style: Improper Picture The Huawei Brand 1.11

Graph 1 Graph 2

Graph 3 Graph 4

2.0 Key Elements Specification

“Smart device Simple world” is HUAWEI’s philosophy. The words are designed in black typeface, and the visual background should be the opposite. The grid lines on this page present the correct proportion of the company philosophy’s layout. Changing the shape, formation or proportion is not allowed.

Please don’t change the typeface design. You are required to use the electronic document template in the Appendix CD.

Typeface Requirement: Advertisement Key Elements Specification 2.1

The website of HUAWEI is FrutigerNext LT （Medium） in lower-case letters, and its minimum size is 7.

The website of HUAWEI ---“Smart device Simple world” can appear both separately or combined with its company philosophy. Generally, please display the company’s website and philosophy in combination. The color is black and the visual background should be the opposite.Changing the shape, formation or proportion of the combination is not allowed.

Please don’t change the typeface. You are required to use ONLY the electronic document template in the Appendix CD.

Typeface Requirement: Website Key Elements Specification 2.2

1

www.huawei.com/device

The typeface of an English title is in the FrutigerNext series and the typeface of Chinese is in boldface type. When choosing the standard typeface in products communication name, it must be its standard format. The position of the title is flexible according to different requirements.

Generally, black is preferred. The color can be changed when creative demands, but it must be clear and obvious .

Typeface Requirement: Ad Headline Key Elements Specification 2.3

Manage business simply marvelous

HUAWEI’s exclusive typeface is an important spreading element. In order to form the consistent recognition of its print and electronic materials, all of the media (including corporate communica-tion, ad materials, stationary, recruit-ment, website and etc.) must use the specified type prudently. This will strengthen the brand’s expression and create a courageous, modern and confident image.

The exclusive type in the English edition is the FrutigerNext series and boldface type in Chinese. The outline of Frutiger-Next series is modern. Not only does it match the brand signature perfectly, it’s also readable at any size. The boldface type fits reading as well as the Frutiger-Next series.

Note: Boldface type has different names in the application software and word-bank software supplied by different operators. In order to make it consistent, please refer to the words which have the same visual like the words in the picture on this page.

Typeface Requirement: Ad Body Copy Key Elements Specification 2.4

公司英文专用字体：FrutigerNext 系列

FrutigerNext Light

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

FrutigerNext Regular


FrutigerNext Medium


FrutigerNext Bold


FrutigerNext Black


The exclusive recognition signature of HUAWEI’s products communication name should be strictly used. The color and proportion of it should not be changed.

Note: The products communication name “IDEOS” is hypothesis and it’s an example of the communication name in Chinese. Please use the electronic format.

Combination Requirement: Brand Name + Name Of ProductDissemination (Product Type) Key Elements Specification 2.5

HUAWEI’s combination of brand, products communication name and ad is specified. Its proportion and format must be obeyed. We recommended to use flush-left, as it can be flexibly adjusted as needed (when the shape and color of the font need to be changed ). The combination must be put above the main picture.

Combination Requirement: Brand Name + Name Of Product Dissemination + Ad Headline

Key Elements Specification 2.6

The way of displaying the combined commodity group portrait and its commu-nication name (or product model) is flush-left style，the interval distance is 20% of the height of product group portrait, and the restricted area is around 20% of the commodity group portrait.

Graph1When color becomes the selling point of the goods, the pictures of different color of the phone should be set out as the graph shows.

Graph2When function becomes the selling point of the goods, display the front and side views is enough.

Note: The images of goods should be in the combined form under general situation, When image appears with reduplicate information or other situations, can be placed individually on demand.

Combination Requirement: Brand Name + Name Of Product Dissemination + Product Type

Key Elements Specification 2.7

Graph 1 Graph 2

The standard placement of the product aims to present the overall perspective of the goods. （the photographed product are from 7 normal perspectives）

It might need some unusual perspectives which fit the advertising idea, but we will not make the angles in detail. The brand signature must be clear no matter in which angle.

Note: The display angle of the phone must show the UI part , not the black screen.

Specification And Description Of Product Display Key Elements Specification 2.8

U8800 Front

U8800 Angel45, Right U8800 Angel45, Left U8800 Parallel, Right U8800 Parallel, Left

U8800 Back U8800 Right

3.0 Ad And Print Publication

In print and publication, we suggest to put Huawei’s logo at the right bottom corner of the page to maintain a unification. If needed, it can also be put in the top right corner.

With outdoor ad. System material such as POS\ Pop up display, we suggest you put Huawei’s logo on the right top corner of the page to enhance recognition.

Guidelines Principle Ad And Print Publication 3.1

x

x

x

x

0.5x

x

0.5x

x

0.5x

0.5x

1.5:1 2:1

1:1

The trademark can be used in either the horizontal or vertical form, though it’s usually used in the vertical form. Please try to use vertical form. The horizontal form can be used to enhance the recognition of Huawei’s trademark during promotion under special circumstances, such as when the proportion of length and width is more than 2:1 (including 2:1).

Visual System Layout Ad And Print Publication 3.2

The Incorrect Use Of Visual System Layout 3.3Ad And Print Publication

Huawei’s trademark can be used in either the horizontal or vertical form, though it’s usually used in the vertical form. It can not be altered at will; the pictures show some incorrect usages.

The minimum distance between Huawei’s trademark and the edge of the page doesn’t meet the standard. Company website and company philosophy are too big.

Wrong way to place Huawei’s trademark.

Wrong way to place Huawei’s trademark.

Wrong way to place Huawei’s trademark, company website and company philosophy.

1

2

3

4

2

43

1

Poster: Brand Image Format-Horizontal Version 3.4Ad And Print Publication

The headline suggested to put left! If needed ,according to the picture requirement ,it must be put on the top.

Font name of the content is FrutigerNextLT(Medium) small letter. Font spacing is 5 to 10 point, depending on space. The company website address is to be placed in together beneath the headline.

Combination of company website and philosophy.

Third-party information can be placed according to the layout. Form and location can be referred to point 3 of 3.5(horizontal version) of the Guidelines.

Note: Following is the standard. Appropriate adjustment can be made according to real situations. Size of big one: 21 point font name. line spacing: 24point. folding size: 8point font name. line spacing 12point; size of POS: 48point font name, line spacing 60point content. Pictures on this page are samples.

1

2

3

4

0.5X

X

X

X

0.5X

0.5X

0.1X

1

2

3

Google Sky Maps are trademarks of Google Inc.All other products and services names mentioned may belong to their respective trademark owners.

4

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aps, Google Talk, G

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ail, Google Search, A

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arket, YouTube, V

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ll other products and services names m

entioned may belong to their respective tradem

ark owners.

Google, the G


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arket, YouTube, Voice Search,

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oogle Inc.All other products and services nam

es mentioned m

ay belong to their respective trademark ow

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The guidelines in this page are the same as Brand Image Format－Horizontal Version.

Note: Content, pictures in this page are samples.

Poster: Brand Image Format-Vertical Version 3.4Ad And Print Publication

X

X

0.5X

0.5X

X

0.5X


0.1X

Google, the G


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Poster: Product Format-Horizontal Version 3.5Ad And Print Publication

The emphasis should be on the mobile phone or product highlight.

The headline must appear with Huawei’ trademark and product promotion name and must be put on the top of main picture, aligned left.

Font name of the content is FrutigerNextLT (Medium) small letter, font spacing is 5 to 10 point, depending on distant space, putting under the headline.

Third-party information can be placed in the lower left section of the main visual, or can be moved vertically according to specific needs. Typeface should be FrutigerNext series. The font size of general printed material such as promotional leaflets, magazines, posters and so on should be No.7, 70% black in color. The font size of the outdoor billboards, X display be adjusted to the layout, but the maximum font size can not exceed 36.

Images of the products and function points.


1

2

3

4

5

0.5X

X

X

X

0.5X 0.5X

0.1X

IDEOS brings you more exciting









1

2

4

5

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ndroid Market, Y

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3

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aps, Google Talk, G

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ark owners.

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oogle Shopper, Gm


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Google Sky M


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roducts and services names m


ark owners.

0.5X

X

X

X

0.5X 0.5X









The standard of this page and usage image are consistent.



0.1X

Poster: Product Format-Vertical Version 3.5Ad And Print Publication



Poster: Lifestyle Format-Horizontal Version 3.6Ad And Print Publication

0.5X

X

X

X

0.5X

0.5X

0.1X









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oogle Shopper, Gm


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roducts and services names m


ark owners.

0.5X

X

X

X

0.5X 0.5X










0.1X

Poster: Lifestyle Format-Vertical Version 3.6Ad And Print Publication

40％60％

Poster: Promotion Format-Horizontal Version 3.7Ad And Print Publication

The headline must be put right on the top of the main picture, aligned left. The brand name and product promotion name must appear in advertising columns, but may be deleted in promotion columns or purely graphic columns.

Font used in body way is FrutigerNextLT(Medium) small letter, font spacing is 5 to 10 point, depending on distant space, putting under the headline.

The logic of distributors will be listed, and the height will be adjusted based on number of trademarks. It will rise up if the number of distributors reaches 2—3 lines. Huawei’s whole page will rise by the same level.

Note: Following is the standard, appropriate adjustment can be made according to real situation. Size of big one: 21point font name .line spacing: 24point, folding size: 8point font name, line spacing 12point; size of X show rack: 48point font name, line spacing 60point. Content, pictures in this page are samples.

1

2

3

image Promotions

1

2

3

Equipped w ith AndroidTM

2 .2 p latform , IDEO S brings y ou m ore exciting a nd interactive applications than ever! Serving as a m obile hotspot , IDEOS offers y ou non-stop online pleasure at an unmatched speed ! There is j ust so m uch more f un waiting for you to explore and enjoy!


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oogle, the Google logo, G

oogle Maps, G

oogle Talk, Google Shopper, G

mail, G


ndroid Market, YouTube, V

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ark owners.

40％

40％

60％

60％

The guidelines in this page are the same as Brand Image Format－Horizontal Version.

Dealers mark should be set in the bottom of the white block of the overall layout, be segmented with the promotional themes, maximum use cannot be exceed one fifth of the promotional theme screen. (y is the proportion unit), and should be kept a certain distance from the brand logo in the lower right corner so that Huawei brand logo can be easily recognized.


Poster: Promotion Format-Vertical Version 3.7Ad And Print Publication

Copys

image

1

y

x

0.5x

1


2 .2 p latform, IDEOS b ring s you more exciting a nd interactive applications than ever! Serving as a m obile h otspot , IDEOS o ffers you non-stop online pleasure at an unmatched speed! T here i s just s o much m ore fun waiting for you to explore and enjoy!


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Google, the G


aps, Google

Talk, Google Shopper, G

mail, G


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ark owners.

This page is designed for China Telecom, putting the trademarks of both China Telecom and Huawei terminal in a prominent place.

Free to choose whether to display tariff information according to the needs.

Note: Content, pictures in this page are samples.The standard of this page and product image are consistent.

Poster: Examples Of Joint Layout 3.8












Fees Information Area

1

1

1

Fees Information Area

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0.5X

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1

3

2 Google Sky Maps are trademarks of Google Inc.All other products and services names mentioned may belong to their respective trademark owners.

Outdoor: Brand Image Format-Horizontal Version 3.9Ad And Print Publication

The headline must be put on the top of main picture.

FrutigerNextLT(Medium) small letter, font spacing is 5 to 10 point, depending on distant space, putting under the headline.


Note: Following is the standard, appropriate adjustment can be made according to real situation. Size of big one: 21point font name .line spacing: 24point, folding size: 8point font name, line spacing 12point; size of POS: 48point font name, line spacing 60point content, pictures in this page are samples.

1

2

3

0.5X

0.5X

0.5X

0.5X

X

X


The standard of this page and the promotional executive image.


Outdoor: Brand Image Format-Vertical Version 3.9Ad And Print Publication

Outdoor: Product Format-Horizontal Version 3.10Ad And Print Publication

Emphasis on the creative picture of the mobile phone image, plain picture, and product highlights.

The headline must appear with Huawei’ trademark and product promotion name, and must be put on the top of main picture, aligned left.

Font name of the content is FrutigerNextLT (Medium) small letter, font spacing is 5 to 10 point, depending on distant space, putting under the headline.

Images of the products and function point.


Note: the display of mobile phone image and function could be removed or enlarged which depends on the outdoor carrier. Content, pictures in this page are samples.

1

2

3

4









0.5X

0.5X

0.5X

X

X 0.5X


1

2

3

4

Google, the G


aps, Google


mail, G


ndroid Market, Y


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ners.

The standard of this page and the outdoor main image of the product are consistent.


Outdoor: Product Format-Vertical Version 3.10Ad And Print Publication









0.5X

0.5X

0.5X

0.5X

X

X


Google, the G


aps, Google Talk, G

oogle Shopper, G

mail, G



oice Search,G





ark owners.

Outdoor: Promotion Format-Horizontal Version 3.11Ad And Print Publication

The headline should be put on the top of the picture, aligned left. The brand name and product promotion name must appear in advertising columns, but may be deleted in promotion columns and purely graphical columns.

Font name of the body copy is FrutigerNextLT (Medium) small letter, font spacing is 5 to 10 point, depending on distant space, putting under the headline.

The logos of distributors will be listed, and the height will be adjusted based on number of trademarks. It will rise up if the number of distributors reaches 2—3 lines. Huawei’s whole page will rise by the same level.

Note: Following is the standard, appropriate adjustment can be made according to real situation . Size of big one: 21point font name. Line spacing: 24point, folding size: 8point font name, line spacing 12point; size of POS: 48point font name, line spacing 60point. The image and function point show of mobile phone could be deleted or expend in the outdoor depends on real situation of the specific carrier. Content, pictures in this page are samples.

1

2

3

1

2

3

40％60％


2 .2 p latform, IDEO S brings y ou m ore exciting a nd interactive applications than ever! Serving as a m obile hotspot , IDEOS offers y ou non-stop online pleasure at an unmatched speed! There i s just s o much m ore fun waiting for you to explore and enjoy!


T2211 T8200 T552

Promotionsimage

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aps, Google


mail, G


ndroid Market, Y


Google Sky M



es mentioned m


ners.

Outdoor: Promotion Format-Vertical Version 3.11Ad And Print Publication

The standard of this page and the layout of outdoor promotion.


40％

40％

60％

60％


2 .2 p latform, IDEO S brings y ou m ore excitin g and interactive applications than ever! Serving as a m obile hotspot , IDEOS offers y ou non-stop online pleasure at an unmatched speed! There i s just s o much m ore fun waiting for you to explore and enjoy!


T2211 T8200 T552

Promotions

image

Google, the G


aps, Google Talk, G

oogle Shopper, Gm


ndroid, Android M

arket, YouTube, V

oice Search,G





ark owners.

Outdoor: Examples Of Joint Layout 3.12









This page is Orange, putting the trademarks of both Orange, and Huawei terminal in a prominent place.

Note: Content, pictures in this page are samples.The standard of this page and product image are consistent.




When there is a special outdoor rexecu-tive , if the width proportion is or more than 4:1, there should be two trademarks.

Note: Light blue area is picture area, no more than an X confine.

X

X

4X

X

3X

X

3X

X

6X

Outdoor: Horizontal Version (Special Format) 3.13Ad And Print Publication

X

X X

4X

6X

When there is a special outdoor execution, if the hight proportion is or more than 4:1, there should be two trademarks.

Note: Light blue area is picture area, no more than an X confine.

X

3X

X

3X

Outdoor: Vertical Version (Special Format) 3.13Ad And Print Publication

The brochure plays an important part in the promotion of HUAWEI terminal signature. So the overall design direction must be consistent with the main style of HUAWEI terminal which is simple and elegant. The pictures in the brochure can’t(can not) be too complex or outdated. (Please use the pictures of HUAWEI as a reference.( Please refer to the pictures of HUAWEI )

Trademark must be put at a very obvious place.

Huawei company information, characters are FrutigerNext LT(Medium) small letter, font spacing is 5 to 10point, depends on the space. Bold series to the Chinese version of the font, the specific distance depending on the visual space, the minimum size of font is No. 7.

Huawei brand philosophy.

Position of the headline.

Place pictures or information forms according to demand.

Note: Content and picture in this page is sample.

12 HUAWEI TECHNOLOGIES CO.,LTD.

huawei industrial Base,Bantian,Longgang Shenzhen 518129,People's Renpublic of ChinaHotline: 8008308300Tel: 0755-28780808E-mail: [email protected]

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Brochure: Layout Of Front And Back Cover 3.14

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Brochure: Application Examples Of Joint Layout 3.15

HUAWEI TECHNOLOGIES CO.,LTD.huawei industrial Base,Bantian,Longgang Shenzhen 518129,People's Renpublic of ChinaHotline: 8008308300Tel: 0755-28780808E-mail: [email protected]


United trademarks and Huawei terminal should be put in perceptible place.


Folding: Layout Of Front And Back Cover 3.16Ad And Print Publication

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0.5X

X

X

X

0.5X

0.5X

0.5X0.5X0.5X

The folding page is a very important means of advertisement. A simple design makes it easy for readers to read and recognize. Huawei terminal folding pages must follow Huawei terminal style: plain and luxurious.

Trademark must be put at a very perspicuous place.

Huawei company information, characters are FrutigerNext LT(Medium) small letter, distance between letters is 5 to 10point, depending on the space. Bold series to the Chinese version of the font, the specific distance depending on the visual space, the minimum size of font is No. 7.

Huawei brand philosophy.

Headline combination must follow this rule: brand name + product promotion name + advertising words, high and low arrangement, must be put right on the main picture, lined up to the left. The brand name and product promotion name must appear in advertising columns, but may be deleted from promotion columns or purely graphic columns.

Put in product parameter form and picture zone according to demand.

Note: Content and picture in this page is sample.

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parameter form

Folding: Examples Of Joint Layout 3.17



4.0 Terminal Stores Specifications

POS: Brand Image Format Terminal Stores Specifications 4.1

The headline should be put on the top of the picture, aligned left.

Body Copy font is FrutigerNextLT(Medium) small letter, distance between letters is 5 to 10 point, depends on distant space. Scripts are put under the headline.


Note: following is the standard, appropriate adjustment can be made according to real situation Size of big one: 21point font name. line spacing: 24point, folding size: 8point font name, line spacing 12point; size of POS: 48point font name, line spacing 60point. Content, pictures in this page are samples.

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0.5X

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0.5X

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Creative pictures that apply to products, pictures should be plain and focus on product.

Note: The content, Huawei function points, pictures in this page are samples.

POS: Product Format 4.2Terminal Stores Specifications

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Creative pictures that apply to products and people, pictures should be plain and focus on product.


POS: Lifestyle Format 4.3Terminal Stores Specifications

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Information is mainly about promotion. Placing the mobile phone mold pictures, distributors’ information and Huawei’s trademark is mandatory.


POS：promotion Format 4.4Terminal Stores Specifications

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X

0.5X


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POS: Application Examples Of Joint Layout 4.5Terminal Stores Specifications


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Commodity Display: Specification Of Essential Elements 4.6

To make the promotion of the brand more clear and effective, the standard for display should be:

Brand displayElement must be seen: Huawei’s brand trademark.

Display of brand and new productsElements must be seen: HUAWEI’s brand, Huawei’ mobile phone products, product promotion name.

Brand display

Display of brand and new products


Commodity Display: Application Examples Of Joint Layout 4.7

The display of partner brands is required: necessary elements share the same standard and can replace or be replaced by each other.

Note: Distributors’ brand will have their own standard to unite which should be taken into account when operate.


The function card shows the features point of the mobile phone. More specifically, Huawei’s trademark, company philosophy and company website altogether are necessary elements, and must be shown on the card.


Spec Card: Specification Of Essential Elements 4.8

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0.5X






The identification information of the co-branded function card, should be based on the operator and Huawei combined logo. And Huawei brand logo in the portfolio must be kept clear and complete.

Each individual distributor will hold specific joint-display standards. Please refer to them.

Note: The desk cards, content, Huawei function points, pictures in this page are samples.

Spec Card: Application Examples Of Joint Layout 4.9






Counter card is important exhibition material for promotion. It will be shown in an unusual structure to obtain a good advertising effects. While we emphasize our products, at the same time the elements on the card must be put in distinct places. The picture on the left shows the main elements: The trademark of Huawei brand, product promotion name, and advertising words. Pictures of products and function point illustrations can be selected according to real requirements.

Note: The desk cards, content, Huawei function points, pictures in this page are samples.

Counter Top Card : Specification Of Essential Elements 4.10





Google Sky Maps are trademarks of Google Inc.All other products and services

names mentioned may belong to their respective trademark owners.


Counter Top Card : Application Examples Of Joint Layout 4.11

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0.5X

0.5X

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y0.25y

0.25y

0.25y

0.25y

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Lateral lamp house

Vertical Lamp house

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In order to strengthen the promotion and identification capability of the brand, placing a retail signage at the terminal selling market is necessary. The main purpose of the retail signage is to promote the brand, so it will mainly be designed to emphasize the trademark of the brand.

Lateral lamp house

Standard for the left and right sides: the width no less than 0.5x.

Standard for the top and bottom: top and bottom no less than 0.5x.

Vertical Lamp house

Standard for the left and right sides: the width no less than 0.25y.

Standard for the top and bottom: top and bottom no less than 0.25y.

Note: Since the lamp house has different sizes, the standards should be based on the size of the lamp house in actual situations.

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Huawei Technologies co.,Ltd.Address: Huawei Industria l Base, Bantian, Longgang, Shenzhen,518129,chinaTel: +86-755-28780808Website: www.huawei.com/device

huawei device brand visual identity guidelines 2012

Documents

brand easier

brand image formatposter

brand image formatoutdoor

examples of joint layout2

huawei terminal signature

product formatposter

product formatoutdoor

correct proportion of