Introduction Brand Philosophy
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1 Brand Guidelines
2 Introduction Brand Philosophy Evolution over time Open Mind, Global Vision Bright Ideas Connected Your Key Components Partner Open & Share AOPEN has been established for over 17 years, pioneering the ultra-small form factor PC and Commercial Appliances, for global electronics, information technology and communications (ICT) solutions. Its access to the parent group Wistron, with 2011 combined revenue of greater than 21 billion USD and operations in more than 100 countries, gives AOPEN a worldwide pool of expertise, combined with innovative systems and solutions to deliver added value to customers. Our business has successfully evolved over time while keeping the same values and believes our focus on working with our customers to achieve their business goals and the importance we place on our culture of entrepreneurship as a leader to innovation.
3 Introduction Brand history The Power of Colour In Chinese culture the colour orange indicates change, adaptability, spontaneity and strengthens concentration In Western culture the colour has positive connotations of energy, happiness and warmth Cultural Significance Mandarins are symbolic of good luck, and oranges are symbolic of wealth. Mandarins, tangerines and oranges are frequently displayed in homes and stores. Tangerines are symbolic of good luck, and oranges are symbolic of wealth. These Chinese New Year symbols have developed through a language pun, the word for tangerine having the same sound as luck in Chinese, and the word for orange having the same sound as wealth. Chinese culture, pairs of oranges are handed out during the Chinese Lunar New Year period. This is a time when people visit each other in their homes, and usually a pair of oranges are given out to represent auspiciousness and prosperity for the new year ahead. Strength Together One unique qualities the mandarin fruit is that its made up of segments. This idea of components packaged together to can be related computer parts packaged together. Parallels can also be drawn with the AOPEN practice of bringing together professionals in separate fields. Drawing on their ideas and expertise and produce whole solutions and products.
4 Logo Ideas combined Modern Direct Bold Clean Harmony Connection / Unity Core / heart Letter A & O Dynamic / movement Energy Energy Enthusiasm Happiness Balance Playfulness Warmth Positive Friendly
5 Master logo Horizontal Horizontal Logo (Preferred Option)
6 Secondary Logos Horizontal Horizontal Logo on black gradient (website) Horizontal Logo Positive Horizontal Logo Negative
7 Colours Primary Colours Secondary Colour CMYK - Used for printed media PANTONE - These colours should be used for stationery and logo designs. RGB - Is used for screen applications HEX - Web safe colour C M Y K C M Y K PANTONE *Use only for spot colour printing R G B R G B PANTONE 1655 PANTONE Solid Black
8 Background GRADIENT Breakdown K 100 K 85 K 35 Minimum intensity of gradient behind logo should be 85% black. This is to prevent logo looking washed out on a light grey background.
9 Typefaces Zurich BT Roman Zurich BT Bold AaBbCc0123* ABCDEFGHIJKLMNOPQRSTUVWXYZ AaBbCc0123* ABCDEFGHIJKLMNOPQRSTUVWXYZ A contemporary typeface chosen for its bold modern and direct qualities.
10 Mono colour logos Horizontal Horizontal Logo Monotone Orange Positive Horizontal Logo Monotone Orange Negative Horizontal Logo Monotone Grey Positive Horizontal Logo Monotone Black Negative
11 Master logo Stacked Stacked Logo (Preferred Option)
12 Secondary Versions Stacked Stacked Logo on Black Gradient (Web) Stacked Logo Positive Stacked Logo Negative
13 Monotone Versions Stacked Stacked Logo Monotone Orange Positive Stacked Logo Monotone Orange Negative Stacked Logo Monotone Grey Positive Stacked Logo Monotone Black Negative
14 Master logo with Chinese characters Horizontal Horizontal Logo + Chinese (Preferred Option)
15 Master logo with Chinese characters Stacked Stacked Logo + Chinese (Preferred Option)
16 Clear Space Horizontal Stacked Always keep a minimum clear space surrounding the logo as displayed. This is to ensure maximum impact and integrity of the brand. The height of the A character is used to determine the clear space. As a general rule, no other logos or type can appear within the clear space area.
17 Minimum Size With tagline Without tagline 45mm 30mm 23mm 15mm A minimum size is specified to maintain the integrity of the brand mark as well as legibility across all applications. As a general rule its recommended to reproduce the brand mark larger than the minimum size.
18 Brand Application Online
19 Brand Application Packaging
20 Brand Application Devices
21 Brand Application Apparel
22 Online Application Product banner Headline Font used Zurich Lt Bt. 33px Maximum number of lines a headline can run across is three. Product images PSD template contains boundary guides to be used to position product images. Lens Flare PSD templates contains a number of lens flare overlays. Background Image Landscape images of sunrise or midday work well. A subtly blurring of the image may help to keep focus on the product shot. Drop shadow A subtle dropshadow has been added where the product extends in front of the background.
23 Online Application Lifestyle banner Headline Font used Zurich Lt Bt. 33px Maximum number of lines a headline can run across is three. LIFESTYLE IMAGES Light filled images of smiling fresh faced people. IMAGERY From NATURE Images from nature could be used to describe solutions on offer. Similar to the strategy used by Optus and Apple ORANGE Choosing images with an orange element will build colour association with the brand.
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