Miele Brand Guide Version 1.0, December 2017

Transcription

1 , December 2017

2 Overview 2 Building a consistent premium brand experience. The holds all the information needed to make our brand "Immer Besser". Get to know our Brand Identity, Brand Architecture and Brand Experience. 1. Brand Identity Everything about our identity and how it translates into experience principles. 2. Brand Architecture The overarching branding structure of the Miele brand and its partners. 3. Brand Experience The expression, content and interaction of our brand. Note: We are constantly updating and extending this guide. Please ensure that you are always working with the latest version.

3 3 1. Brand Identity

4 Brand Identity Vision 4 Miele is the world s most trusted and desirable premium brand. World We consider the world our market. We create solutions for international customers. We measure up to global brands. Premium We transcend traditional product and service categories. We measure up to premium brands in other industries. We invest in the premium perception of our brand. Trusted We remain the most trusted brand in established markets. We earn people s trust in new markets. We measure our own actions by the trust they inspire. Desirable We aim to become the brand of choice for the mind and the heart. We maintain quality and invest in excitement. We measure our own actions by the desirability they inspire.

5 Brand Identity Purpose 5 Immer Besser. We create delightful experiences by redefining excellence every day, everywhere. Create We use our creativity to open up new opportunities for our customers. Delightful We aim to delight our customers at every touchpoint. Experiences We create seamless systems of products, services, and solutions. Every day, everywhere We perform at every touchpoint, every time. Redefine We never rest and continuously improve ourselves. Excellence We are a market leader and aim for the best.

6 Brand Identity Beliefs 6 We stand on our own feet and grow as a family company. We love what we do. We aim for the extraordinary. We make meaningful inventions. We create for people. We consider every detail. People can count on us. We work better together. We take care of each other. We do things differently. We do things better. Click here to find the manifesto movie including our beliefs.

7 Brand Identity Overview 7 Our Brand Identity sets the goal for our actions, defines what makes us unique, and describes our appearance. It defines what every single element of our brand experience needs to deliver, and sets the bar for the look and application of our logo and claim: Moving forward, our brand identity will help us build the premium image and desirability of our brand while remaining a symbol of trust. Vision Miele is the world s most trusted and desirable premium brand. Purpose Immer Besser. We create delightful experiences by redefining excellence every day, everywhere. Beliefs We stand on our own feet and grow as a family company. We love what we do. We aim for the extraordinary. We make meaningful inventions. We create for people. We consider every detail. People can count on us. We work better together. We take care of each other. We do things differently. We do things better.

8 8 2. Brand Architecture

9 Brand Architecture Strategy 9 One strong brand for everything genuinely Miele Since 1899, our success has been built on the uniqueness of the Miele brand. More than ever, we are now committed to a one brand strategy for consistency, efficiency and identification. All of our business units and departments use the sole Miele logo without additions, sub-brands or logo combinations. That s how we ensure a consistent brand appearance at all touchpoints.

10 Brand Architecture System 10 A clear branding for every business activity Corporate brand Miele s success also relies on our specialized business units, successful collaborations with business partners and selected investments. Miele. Immer Besser. To ensure a consistent appearance, we devised a clear system to brand these entities within our single Miele brand. Business units Miele Professional. Immer Besser. Acquisitions, investments and stakes Collaborations, partnerships and endorsements Note: Variants and use of Miele logo endorsements are strictly limited. Please contact Marketing Communications International (GTZ/MCI) to discuss your specific application. Powered by

11 Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum.vmiele. Immer Besser. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Miele Professional. Immer Besser. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Brand Architecture System 11 Corporate brand Business units Acquisitions, investments and stakes Lorem Ipsum Dolor Sit Amet. Lorem Ipsum Dolor Sit Amet. Lorem Ipsum Dolor Sit Amet. Designation in advertisements Designation on products Designation in advertisements Designation on products Designation in advertisements Lorem Ipsum Dolo Lorem Ipsum Dolo Designation on products Lorem ipsum dolor sit amet, consetetu eirmod tempor invidunt ut labore et dol voluptua. At vero eos et accusam et jus Miele. Immer Besser. Lorem ipsum dolor sit amet, consetetu eirmod tempor invidunt ut labore et dol voluptua. At vero eos et accusam et jus Miele Professional. Immer Besser.

12 12 3. Brand Experience

13 Brand Experience Heritage We can build on a rich heritage The Miele logo and claim are iconic. They have remained essentially unchanged since the day our company was founded. They drive worldwide brand recognition and express our positioning in a powerful yet reduced way

14 Brand Experience Logo definition 14 White wordmark on red quality seal The Miele logo consists of a white wordmark on a fixed-sized quality seal in Miele premium red. Both of these elements are two widely recognized and valuable brand assets. The precise, solid letters are a trusted sign of excellence, while the spacious quality seal underscores our brand s premium aspiration. The Miele premium red has a sophisticated look and feel that expresses our brand s desirability while ensuring its visibility. White wordmark Red quality seal

15 Brand Experience Claim definition 15 Finish strong "Immer Besser" is our founding fathers pledge to be forever better than the competition and even outdoing ourselves. Today, these very same words capture our brand purpose in a powerful way: At Miele, we create delightful experiences by redefining excellence every day, everywhere. Miele. Immer Besser. It s only fitting, then, that we use them exclusively to conclude stories for our brand communication. Never satisfied, these words always push us forward to achieve even greater things tomorrow. Our business unit Professional uses a special claim for clear identification. Claim standard The claim is applied when an application features a communicative message. It is always placed after a headline, body copy, or speaker text, not as an independent element. Miele Professional. Immer Besser. Claim business unit Professional

16 Brand Experience Implementation examples Household 16

17 Brand Experience Implementation examples Household 17

18 Brand Experience Implementation examples Professional wie die Profis Spülen wiespülen die Profis 58 Die Profiline Geschirrspüler Highlights der ProfiLine Geschirrspüler Gewerbegeschirrspüler Produktausstattungen Produktübersicht _Part01_PGUE_Geschirrspuelen_DE.indd _Part01_PGUE_Geschirrspuelen_DE.indd Miele Geschirrspüler Inhaltsverzeichnis Perfekte Reinigungleistung, Spitzentempo und Belastbarkeit mit diesen Perfekteipsum Reinigungleistung, Spitzentempo und Belastbarkeit mit diesen Lorem dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod Attributen überzeugen die Spülmaschinen von Miele Professional auf höchstem Niveau. Attributen überzeugen die Spülmaschinen von Miele Professional auf höchstem tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua.niveau. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit : : _Part01_PGUE_Geschirrspuelen_DE.indd :57 18

19 Brand Experience Implementation examples Professional Perfekte Glanzleistungen und absolute Lorem Ipsum Dolor Sit Reinigungshygiene Amet Miele Professional. Immer Besser. Miele Professional. Immer Besser. 19

20 20 Logo Standard application

21 Logo standard application Overview 21 Standard For total consistency We use our standard logo for maximum consistency whenever possible. The white wordmark on the red quality seal as a unit represents the Miele brand perfectly. It offers a strong brand representation and ensures sufficient legibility against every background. Application examples

22 Logo standard application Protection zone 22 x Give the logo space The protection zone surrounding the logo lets the symbol breathe, ensuring a generous premium appearance. It is derived from the height of the wordmark s uppercase letters. Regardless of how you re using the logo, please observe the protection zone at all times and ensure that it is not violated in any way. 2x 2x

23 Logo standard application Color options 23 Miele Red CMYK: RGB: Pantone: 704 RAL: 3003 HKS: 16 Miele is white on red Regardless of the media touchpoint or background color, the Miele logo is always implemented as a standard white wordmark on the red quality seal. For special production or media requirements that do not allow color, a secondary greyscale logo version can be used. This version should only be applied in exceptional cases. Standard Logo White on Miele red Note: Different rules apply when branding our products. For product design, we reduce the application of color and use the monochrome wordmark exclusively. This projects a reserved brand appearance. Logo on bright background Logo on dark background Logo on image

24 Logo standard application Standard placement 24 Center-aligning the logo to the format edges Our logo is always positioned hanging from the top margin. It has a centered horizontal alignment. The top position ensures an optimal brand recognition for all media touchpoints. At double-spread sheets we center-align the logo to the right page. Center-aligned logo on digital media applications Center-aligned logo on printed media applications Center-aligned logo on double-spread-sheets

25 Logo standard application Signage placement 25 Enter the Miele universe In Miele signage environments such as our Experience Centers, every building presents different spatial contexts. In addition, the logo s long-distance visibility is more critical than that of most other applications. Always hang the logo from a building s natural reference edge and observe the following aspects. Natural reference edge 1 The standard signage application places the logo above the building entrance. It is positioned in such a way that the logo s surrounding protection zone is not violated. 2 The secondary signage placement option refers to the standard center-aligned logo placement. It is ideal when the existing building conditions would violate the logo protection zone or when the building entrance does not ensure sufficient long-distance visibility. x x Note: A set of signage options for different applications will be available in a separate guideline. In the meantime please contact GTZ/MCI or Sales Own Retail (GTZ/SOR) to discuss individual cases where the standard rules do not apply. 1 Standard signage placement 2 Placement in case of legibility or protection zone restrictions

26 Logo standard application Size options 26 Mandatory Miele Size version M (Medium Standard) S (Small) Optional paper C (Coated) UC (Uncoated) Miele_Logo_M_Red_P704C.eps A size for every format To ensure an appealing logo appearance in every format, please refer to the tables below. Please observe the appropriate format standards, including out-of-home, special and office formats. Standard formats Data specification Color version Red Outline Color system CMYK srgb P704 (Pantone) RAL3003 File format dwg dxf eps pdf svg png wmf jpg Minimum size On-screen: 70 px Print: 20 mm Note: For special applications we offer various additional data formats. The files are ready for download. For further questions please contact GTZ / MCI. Format Format size (mm) Logo width (mm) Din A Din A Din A Din A Din A OoH formats Format Format size (mm) Street stopper 495 x Logo width (mm) Special formats Format Format size (mm) Logo width (mm) Din A Din A City Light / Leporello landscape format 210 x Leporello portrait format

27 27 Logo Restricted formats

28 Logo restricted formats Overview 28 White wordmark on full-surface red On restrictive formats, the red quality seal can be stretched to full surface with the white wordmark center-aligned. This ensures an elegant yet striking appearance for special occasions. Application examples

29 Logo restricted formats Specifications 29 Full-surface red for special requirements In case of special format restrictions we can scale the quality seal to full format. 1 The red quality seal is scaled to full-format size. 2 The maximum wordmark size is restricted by the original proportions of the standard logo. 1 Quality seal scale to full-format scale 2 Maximum wordmark size in proportion to quality seal 3 The minimum wordmark size needs to be at least one-third of the quality seal s size in proportion to the format. 4 In the case of special formats, always keep the protection zone around the wordmark rather than applying the minimum wordmark size of one third of the quality seal s size. 3 Minimum wordmark size in proportion to quality seal 4 Special format restrictions

30 30 Logo Product

31 Logo Product Overview 31 Monochrome wordmark The monochrome wordmark is exclusively applied to our products. The subtle branding offers an elegant appearance and lets the product speak for itself. Application examples

32 Logo Product Protection zone and color options 32 Exceptional use of the monochrome wordmark 2x The protection zone surrounding the wordmark lets the symbol breathe, ensuring a generous premium appearance. It is derived from the height of the wordmark s uppercase letters. Regardless of how you re using the wordmark, please observe the protection zone at all times and ensure that it is not violated by additional designations or surface edges. x Wordmark color The colour of the wordmark depends on the finish and material of the respective product. It is possible to choose between black, white and tone inbetween from the monochrome range as well as metallic colours. This includes an embossed version of the logo.

33 Logo Product Placement 33 Center-aligned placement The standard placement of the wordmark has a distinct horizontal alignment to the center. Please make sure, that the vertical alignment is also center-aligned between to reference lines or edges of the product. Left-aligned placement If the standard placement cannot be achieved, however, the logo should be left-aligned by respecting the natural protection zone. placement on ovens placement on vacuum cleaners placement on exhaust hoods placement on coffee machines placement on fridge and freezers placement on laundry appliances

34 Products Display designation 34 Color displays Monochrome displays When turning on the machine, the standard logo gets displayed for three seconds. The placement is center-aligned to the top edge of the display. On monochrome displays we only apply the white wordmark center-aligned vertically and horizontally within the display. The protection zone in form of the imaginary quality seal must never be violated. 0,5 1 0, ,5 1 0,

35 35 Claim

36 Claim Application Household Claim application in commercials / TVCs Claim application in static media Claim as closure of copy text The claim is always attached to the end of the copy text. Claim as closure of headline If the desired application does not feature a copy text, we can attach it to the end of a headline. Lorem Ipsum Dolor Lorem Ipsum Dolor Sit Amet consectetur. Sit Amet consectetur. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt. Miele. Immer Besser. 36 Miele. Immer Besser. Logo chronologically separate to claim In audio-visual media, the logo fades in above the last frame of the TV ending while the image blurrs.

37 Claim Application Professional 37 Claim application in static media Claim as closure of copy text The claim is always attached to the end of the copy text. Lorem Ipsum Dolor Sit Amet consectetur. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt. Claim as closure of headline If the desired application does not feature a copy text, we can attach it to the end of a headline. Lorem Ipsum Dolor Sit Amet consectetur. Miele Professional. Immer Besser. Miele Professional. Immer Besser.

38 Claim Specifications Household 38 Referring to the logo Miele. Immer Besser. Miele. Immer Besser. Miele. Immer Besser. Claim color The preferred color of the claim is Miele red. It is a visual link to the red quality seal of the logo, emphasizes its significance and lets the claim stand out from the copy text. In cases of insufficient contrast, the claim can also be white. Claim on white Claim on bright image Claim on dark image Lorem Ipsum cum quate apid ut aut ad milis am as dolutati ommos quas dolor sit amet. Neue Helvetica Light (Line spacing 130 %) Claim typography Regardless of the claim s color, the typeface is Neue Helvetica Medium with mixed-case lettering. Immer Besser is always capitalized, either as part of our claim or as a body copy element. Claim size A line break within the claim is prohibited. The actual claim size depends on the respective body copy or headline size. Miele. Immer Besser. Neue Helvetica Medium (Line spacing 300%) Claim typography

39 Claim Specifications Professional 39 Referring to the logo Miele Professional. Immer Besser. Miele Professional. Immer Besser. Miele Professional. Immer Besser. Claim color The preferred color of the claim is Miele red. It is a visual link to the red quality seal of the logo, emphasizes its significance and lets the claim stand out from the copy text. In cases of insufficient contrast, the claim can also be white. Claim on white Claim on bright image Claim on dark image Lorem Ipsum cum quate apid ut aut ad milis am as dolutati ommos quas dolor sit amet. Neue Helvetica Light (Line spacing 130 %) Claim typography Regardless of the claim s color, the typeface is Neue Helvetica Medium with mixed-case lettering. Immer Besser is always capitalized, either as part of our claim or as a body copy element. Claim size A line break within the claim is prohibited. The actual claim size depends on the respective body copy or headline size. Miele Professional. Immer Besser. Neue Helvetica Medium (Line spacing 300%) Claim typography

40 40 Implementations

41 Implementations Stationery 41 Miele & Cie. KG, Postfach, Gütersloh Ihre Zeichen/Nachricht vom Unsere Zeichen Durchwahl Fax Datum Max Mustermann Division EU Consultant Director Domestic Environmental Appliances Affairs International Business card Logo size: 25 mm Miele & Cie. KG Carl-Miele-Strasse Gütersloh P.O.B. Postal Gütersloh Address (via UPS) Max Germany Mustermann Rue de Livourne 137/ Phone: Brussels + 49 (0)/ Belgium Mobile: + 49 (0) Phone: max.mustermann@miele.de + 32 (0) Mobile: + 32 (0) max.mustermann.ext@miele.de Max Mustermann Division EU Consultant Director Professional Sales, Service, Environmental Marketing Affairs Miele & Cie. KG Division Carl-Miele-Strasse Professional 29 Carl-Miele-Strasse Gütersloh Gütersloh P.O.B. Postal Address (via UPS) Max Mustermann Gütersloh Germany Rue de Livourne 137/ Brussels / Belgium Phone: + 49 (0) Mobile: Phone: (0) max.mustermann@miele.de Mobile: + 32 (0) max.mustermann.ext@miele.de Letterhead and business card The logo on letterhead und business card has the standard centered placement. Envelope The upper area of the envelope, which is 9 mm, can not be printed on.therefore the logo is moved away from the upper format edge. In addition to that, the logo can not be centeraligned because we need to consider space for the mail stamp. Because of that, we align the logo to the left edge of the envelope window. Nonprinting area 9 mm Miele Postfach Gütersloh Bei Umzug mit neuer Anschrift zurück! M.-Nr. C Miele & Cie. KG Carl-Miele-Straße Gütersloh Telefon: Telefax: Internet: Die Gesellschaft ist eine KG mit Sitz in Gütersloh, Reg.-Ger. Gütersloh, HRA Pers. haft. Gesellschafter sind: Miele Verwaltungs-GmbH, Gütersloh, Reg.-Ger. Gütersloh, HRB Zinkann Verwaltungs-GmbH, Gütersloh, Reg.-Ger. Gütersloh, HRB Geschäftsführer: Olaf Bartsch, Dr. Stefan Breit, Dr. Axel Kniehl, Dr. Markus Miele, Dr. Reinhard Zinkann. Deutsche Bank AG Gütersloh BIC: DEUTDE3B480; IBAN: DE Commerzbank AG Gütersloh BIC: COBADEFFXXX; IBAN: DE UniCredit Bank AG Berlin BIC: HYVEDEMM488; IBAN: DE M.-Nr. A Letterhead A4 Logo size: 45 mm Envelope Logo size: 40 mm

42 Key rules at a glance The standard Miele logo consists of the white wordmark on the fixed-size red quality seal. 2. The logo is positioned on the upper format margin center-aligned and in fixed sizes. 3. Within special format restrictions the red quality seal can be implemented as full-format color. 4. The claim always stands at the end of copy or headline of communication media.

43 Miele & Cie. KG Marketing Communications International Carl-Miele-Straße Gütersloh, December 2017