7.0 Graphic Style

In addition to our logo, colours, typefaces and imagery, there are a select few graphic styles that complete the set of key elements.

7.01 Overview

There are some other graphic elements that we use across brand communications. They serve different purposes but are important in their own way – frames, call outs and rules.

Frames. Callouts. Rules

7.02 Frame device

Where Zanussi yellow is the main colour, e.g. advertising or retail, the outer white frame device is very important for keeping the Zanussi yellow fresh. It means that there is always a white referral point.

Dominant yellow in poster ad
Dominant yellow in room display

In multi page documents, e.g. product catalogues or presentations, it is not necessary to use too many pages with a dominant yellow background. These should be reserved for the front cover and section dividers. All other pages should have a white background and may use the frame device, this time in yellow, as shown in the product catalogue spread example.

7.02_FRAME_DEVICE.jpg

7.03 Frame sizing

Where Zanussi yellow is the main colour, e.g. advertising or retail, the outer white frame device is very important for keeping the Zanussi yellow fresh. It means that there is always a white referral point.

Here is a guide for the frame size on different formats:

Frame size guidlines

  • A5 and A6: frame width = 4 mm
  • A4: frame width = 5 mm
  • A3: frame width = 7 mm
  • A2: frame width = 10 mm
  • A1: frame width = 14 mm
  • A0: frame width = 20 mm
Page size framing

7.04 Frame flexibility

Where the Zanussi logo needs to appear on a predominantly white page, the yellow frame device can be widened either vertically or horizontally. This ensures that the logo appears against yellow.

Frame flexibility

7.05 Graphic call outs

We use graphic call outs to draw attention to product benefits and features. The triangular corner points directly to a product or image.

Leave some breathing space around any content.

45° Angle example

This angle should always be 45°.

Triangle alignment example

Triangle always aligns with an edge. Box size, shape and colour can all flex - but the triangular shape remains consistent.

Event display information example

Event display panel.

Product over-sticker example

Product over-sticker.

7.06 Rules

Yellow rules are used on white backgrounds for sub headings. This helps establish a clear typographic hierarchy, e.g. for giving product benefits stand-out within the copy.

Easy use

Sleek and modern, we’ve created an expressive design that sees life from your perspective. Graphics are clearer and our controls more intuitive, featuring LED controls and new amber displays.

Easy fit

Our new appliances fit seamlessly into the heart of the home with a modern yet beautifully simple design. Our new cookers make a particularly stylish feature with a bigger viewing window and an elegant dot pattern on the glass door.

Easy ergonomics

Smooth and ergonomic curved angles feature across the range. Our signature design element, called the positive smile, features across the range. Look out for smooth and ergonomic curved angle features in the handles and doors of our appliances.

Rules implemented in store display