1.electrolux VBI Master Guideline

Guidelines 1.
0
Global Visual Brand Identity Guidelines
January 2019
Start 1. Brand ambition 2. Brand model 3. Personality 4. Treatment principles 5. Brand toolkit 6. Brand applications
IMPORTANT INFORMATION ABOUT THIS DOCUMENT, MUST READ:
Page 2
This is the approved official Visual Brand Identity (VBI) for Electrolux.
Sectors with a need to make exceptions to some of the elements in this identity will need specific agreement
from CMO to do this (as per ongoing discussions).
— You must follow the VBI direction when creating new assets but use your own judgment for details.
—M
ost of the images contained within this style guide are indicative examples and should not be used in any
application under any circumstances.
— Retail, digital and packaging examples are style guides only. For more detail on packaging, retail and digital
please refer to the specific guidelines available in December 2018.
— For the purposes of confidentiality some product images have been blurred out in this document.
— Visit our brand portal on eGate for all available images.
Contents Electrolux ©2018 1. Brand ambition 2. Brand model 3. Personality 4. Treatment principles 5. Brand toolkit 6. Brand applications
Welcome
Page 3
We are proud to present the new Electrolux
brand, one which will help us position
Electrolux as one of the most distinct and
desirable brands in the home space.
By creating an experience-led, modern and
stylish brand that lives harmoniously across
all touchpoints, we’ll continue to reflect our
origins as an innovative Swedish company for
a more premium and progressive audience.
If you need more guidance, please
We want you to join us in embracing our contact the global Brand team.:
new brand, and bringing it to life, as shown Annika: annika.priou@electrolux.com

Martina: martina.a.johansson@electrolux.com
within this visual brand identity. Karolina: karolina.frisinger@electrolux.com
The role of this document
Page 4
This document and the VBI are created to drive
consistency and distinctiveness for the brand by creating
a rich and consistent world. They also allow flexibility
for you to adapt and optimize outputs in your sector.
Digital
touchpoints
Sector specific
Global guidelines: Retail
touchpoints
VBI guidelines Adapted to specific market
context and touchpoints
Packaging
touchpoints
What’s in these guidelines
Page 5
Section 1 Section 2 Section 3 Section 4 Section 5 Section 6
Brand ambition Brand model Personality Treatment principles Brand toolkit Brand applications
7 Introduction 15 Our brand model 31 Introduction 38 Introduction 45 Toolkit overview 142 Touchpoint design
17 Who we are 33 Personality traits 39 Treatment principles 46 Our logo 146 Notional printed
18 Who we target 36 How our personality 64 Color palette 150 Notional environment
19 What we promise comes to life 83 Typography 156 Notional digital
21 What we deliver 91 Tone of voice
22 Brand pillars 97 Photography
29 How we deliver 126 Layout system
138 Icons
Electrolux ©2018 1. Brand ambition 2. Brand model 3. Personality 4. Treatment principles 5. Brand toolkit 6. Brand applications
Page 6
Section 1
Brand ambition
Electrolux lives in a more premium
Page 7
and Scandinavian-styled world
Using photography that truly heroizes our products…
Page 8
…and reflects an aspirational, stylish consumer experience
Page 9
...on a backdrop of premium natural materials and a warm,
Page 10
distinctive color palette to drive standout and recognition
...all together creating a distinct and
Page 11
premium feel, that brings the brand to life
For better living.

From Sweden.
Page 12
Page 13
Section 2
Brand model
Our group purpose is what drives us. We are a brand that...
Page 14
Shapes living for the better
Our brand model
Page 15
The Electrolux brand model contains
the strategic foundations for our brand
experience and communications.
Our brand model
Page 16
Who we are Who we target What we promise How we deliver
Page 17 Page 18 Page 19 Page 29
The progressive and The Conscious Explorers For better living. Swedish Values
premium home life From Sweden. shape our experiences
brand, making desirable A progressive and premium — Caring and egalitarian
experiences more target consumer. We deliver innovation to help consumers
— Forward-thinking
— Sustainable
sustainable. Value brands that are forward-thinking, improve their home life every day. — Open and inclusive
authentic and offer sustainable Experiences that are more effortless, — Human-centric experiences
solutions. Are able and willing to pay — Scandinavian design with a human touch
empowering and enriching, giving
for meaningful innovation that allows
consumers more modern and mindful
them to experience more.
ways of eating great-tasting food, a Professional Edge
longer life for their new favorite clothes, helps us deliver better
as well as effortlessly clean, comfortable
— Decades of serving the most demanding customers
and healthy homes.
— Ability to create great results
— Durable and reliable
— Intuitive and efficient
— Consumer service for life
Sustainability
is what we believe in
- Resource-efficient appliances
- Sustainably sourced materials
- B etter eating and care habits and better
air quality at home
Our brand model:
Page 17
Who we are
The progressive and premium

home life brand, making desirable
experiences more sustainable.
Our brand model:
Page 18
Who we target
SOCIAL STATUS
We have identified our core audience
as “The Conscious Explorers”.
UPPER UPPER LIBERAL
A progressive and premium UPPER
CONSERVATIVE
target consumer:
Value brands that are forward- UPPER MIDDLE

SOCIO POSTMODERN
thinking, authentic and offer
SOCIAL CLIMBER CRITICAL
sustainable solutions.
Conscious
Are able and willing to pay for
meaningful innovation that allows
Explorers
TRADITIONAL
them to experience more. MAINSTREAM PROGRESSIVE
MODERN
MIDDLE MIDDLE
MAINSTREAM
CONVENTIONAL MODERN
MAINSTREAM
TRADITIONAL
BLUE COLLAR
LOWER MIDDLE COUNTER
CULTURE
PRAGMATIC STRIVERS
LOWER
VALUE ORIENTATION
TRADITIONAL MODERN WORLD POST-MODERN WORLD
Our brand model:
Page 19
What we promise
For better living.

Hej v�rlden. We are Electrolux. The finest salmon, kept fresher for
Born in Sweden, in 1919. For 100 longer and steamed to be more
years our innovation has made succulent so that family and friends
From Sweden.
everyday living easier. can come together around great
tasting food. The softest silk shirt, the
Now we’re looking forwards,
favorite woolens, all washed with the
and aiming even higher. We’re a
greatest care, to be worn with joy.
forward-thinking brand for people
Safe in the knowledge the family is
who want to live a richer, more
breathing more-healthily at home.
effortless and sustainable life.
Everything working for you
We assist those who like to create
and everything working together.
more. We serve those who ask for
the most. Delivering excellence Because we know how much home
for the most demanding chefs and life matters.
hotels equips us to really deliver for
Home is the stage for much of life’s
people in their homes. Well thought
drama. So we don’t just help people
through appliances and services
cook, clean and be comfortable.
for high quality experiences.
We design to help people
live better, every day.
Our brand model: How to use our brand claim
Page 20
What we promise The intention is not to use the brand idea as a tagline.
If used externally as is, legal advice is required due to
the fact that “Sweden” indicates appliances are “made
For better living.
From Sweden.
in Sweden”.
This page gives practical advice on A typical usage would be a bold statement at events, fairs
how to interpret and implement our
Brand Idea.
or as finish off line on the website or trade presentations.
Timing Always use English version. Do not translate into local
Internal launch 2018
languages unless there is a legal requirement.
External launch 2019 – for 100-year
anniversary
Preparations
Verify detailed legal requirements in If used externally, brand provenance statement must not
your sector with your legal team.
be used on product level without firm legal confirmation
Define executional guide for your
sector. at sector level. It can only be used for brand messages
Test with campaign assets to secure and T/C/WB messages.
right application.
Responsibility to seek legal advice lies with sector
marketing head. Any deviation based on local legal
needs must be approved by global brand and legal.
Our brand model:
Page 21
What we deliver
Taste Care Well-being
Always better solutions to care for your favorite garments

New ways and tools to eat tastier, healthier and more Ecosystems that give you an effortlessly clean,
so they stay new for longer so you can wear them
sustainably together with your family and friends. comfortable and healthy home. A home for you
as often as you like. Thoughtful care for you and
A more modern and mindful way to eat. and your family to thrive in.
for the environment.
Our brand model:
Page 22
Brand pillars overview
Swedish Professional
Sustainability
Values Edge
Our brand model:
Page 23
Swedish Values
From our beginning in Sweden in 1919,

we have strived to make home life a better
experience for everyone – richer and
Swedish Values
more effortless whatever the task. Taking
great care to design solutions to support
the everyday home life of our consumers,
allowing them to do more with their loved
shape our experiences

ones and in a sustainable manner.
Our unique Swedish Values

shape our experiences
— Caring and egalitarian
— Forward-thinking and sustainable
— Open and inclusive
— Human-centric experiences
— Sustainable solutions
— Scandinavian design with
a human touch
Our brand model:
Page 24
How to
communicate
Swedish Values For better living.
From Sweden.
1. Use of light
2. For better living. From Sweden.
3. Link to the outdoors
4. Our natural color palette
5. Human-centric design 01 – Use of light 02 – Brand promise 03 – Link to the outdoors 04 – Natural color palette
6. Materials
7. Our tone of voice / Swedish phrases 05 – Human centric design 06 – Use of materials 07 – Our tone of voice 08 – Swedish cues
8. Swedish cues
Making it real:
— O ur new color palette reflects a
harmonious, modern Scandinavia
— Interiors, product design and
propping in photography should In Sweden,
be clean and modern
— Photographic mood is stylized,
we don’t like
warm and effortless losing our cool.
— Tone of voice principles reflect
our character
Our brand model:
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Professional Edge
With decades of expertise in supporting

the most demanding professional customers,
Electrolux is the proven leader and expert
Professional Edge
in taste and care. We can equip consumers
with the best quality and latest and most
high-performing innovations to deliver
better experiences in their homes.
Professional Edge
helps us deliver better
— Decades of serving the most
helps us deliver better
demanding customers
— Ability to create great results
— Durable and reliable
— Intuitive and efficient
— High service level
Our brand
Page 26
model: How to
communicate A century
Professional Edge of professional
expertise brought
1. Authentic people
into every kitchen
2. Our claims
3. Professional environments
4. Our natural color palette
5. Human-centric, efficient design
6. Materials 01 – Authentic people 02 – Our claims 03 – Professional environments 04 – Natural color palette
7. Our tone of voice
8. Professional results 05 – Human centric, efficient design 06 – Use of materials 07 – Our tone of voice 08 –Professional results
Making it real:
— Photography can help us tell our
professional story with real chefs
and real professional environments
— Product imagery and feature
detailing communicate our expertise
and craftsmanship Steam?
— Stories we tell in campaigns and
communications can leverage real
We invented it.
professionals
— Create strong claims for hero
technologies e.g. steam and induction
Our brand model:
Page 27
Sustainability
Our vision is to give consumers the

opportunity to experience more with
less negative impact on society and
Sustainability
environment. This is an essential part of
the “better living” promise.
It is an ownable position for us as no
one in our category is making a strong
is what we believe in
imprint here. And we are already seen
as a leader e.g. being awarded the
Dow Jones award for sustainability
leadership in our category
Sustainability helps us communicate

our values and aspirations:
— Deliver on who we are
— Provide consumers with real value,
making us part of a positive change
on topics they care about
— Conviction-driven messages
— Distinctiveness
— Adds value to our offer
— Drives consumer preference
Our brand A natural part of our message
Page 28
model: How to
Product focus Brand focus
communicate Ingredients always within We are committed to

Sustainability reach with SpinView® making a positive change
The SpinView® shelf rotates That’s why we provide
360 degrees, for easy solutions to make
access to all ingredients and sustainable eating the
Making it real: preferred choice
significantly less food waste
A natural part of our message
Product: Highlight where our products
and services deliver strongly on
sustainability but instore and online.
Promote sustainable hero products
in social to bring attention to how.
Brand: Show our vision and values
Washer end Product
How we show up
and utilize the thoughtleader content
cap display x1
and activities within the Better Living Mindful use of materials Our—visual
Productidentity
- Care installation Inspire our consumers
Program to be launched in 2019. Product Vs Brand
C
How we show up On the single washer end cap display 75% Product
we have a 75% product and 25% brand B
Mindful use of materials – reduce the level of messaging on the stand. This
B
is due to the Garment installation
amount of materials used and as much and product focused messaging
that displays the perfect garment For better living. From Sweden.
as possible reduce harmful types of washing guide in 4 simple steps.
materials (eg. one-use plastics). 4 ways
to care for G
Brand: your delicate
Our visual identity. Whether using a P
more natural secondary color palette,

– Brand mark
1.
Wash cold
– Core brand blue Obis volupti orerora eata volorepero
que si consedi consedi sinctur res
or leveraging nature, natural light and – Brand strapline 2.

Low spin
materials. We communicate a feeling of

Obis volupti orerora eata volorepero
3.
sustainability through our visual identity. Product: The right
detergent
– Product name
Inspire consumers with ideas on how – Product – Care installation
4.
Dry carefully
to live a more sustainable life.

- Physical garment
- Perfect garment washing
guide in 4 simple steps
Product Name P
Brand
Our brand model: Swedish Values Professional Edge Sustainability
Page 29
How we deliver
Imagery Strong natural directional light & shadow Real chefs and real professional Connection to outdoors through natural
Essential and clean environments, yet relatable people views or through cast shadow
and situations Appropriate use of material and propping
Aspirational yet authentic
Practical guidance on what Natural moments Consider using non-picture-perfect
Modern and diverse family life
our pillars mean for the reality Premium/aspirational interiors ingredients
Swedish & Scandinavian design elements
of our brand executions. Hygiene aspects Balance meat and vegetarian
Material Woods (light to medium dark) Stones Woods

Concrete Marbles Uncoated stock (for print and packaging)
Leather Metals Stone
Talent Mix of Nordic/European and local talent Real professional chefs Real scientists
Progressive looks and style Preferably chefs that are our customers Thought leaders
Voice with Swedish accent for brand Ensure Professional quality standards Proactive environmentalists
storytelling content where applicable are met Ensure sustainability factors are met
Local voice for broader content types
Claims At a brand level we use A century of expertise Better Living claims

“For Better Living. From Sweden” Brought into every kitchen
As a supporting claim, “Born in Sweden
1919” can also be used from 2019
Touchpoints Look and feel runs across touchpoints Leverage progressive chefs for social and Utilize the Better Living Program content to
Elevate brand promise on brand website, events where it adds to the story highlight our vision, and make sure our belief
at events, trade meetings and other highly Claims mostly to be used instore and at comes through in how we communicate:
branded driving touchpoints trade shows Social, online, events, instore, POS
Page 30
Section 3
Personality
31 Introduction
33 Our personality traits
36 How our personality comes to life
Brand personality
Page 31
Our brand model gives us the
foundations of the Electrolux identity.
The brand personality helps us to define
how it should feel to our consumers.
What is a brand
Page 32
personality?
A brand personality is the articulation of the

core character of a brand — its soul.
It helps to guide and modulate every piece
of communication. From how we talk to what
we talk about, how we look and how we move.
In simple terms, the personality will act as a
lodestone for any branded material. Helping
people judge whether they have struck the right
tone in messaging, and acting as an effective set
of criteria for the mood and feel of photography
and motion footage.
Our personality
Page 33
traits
These are our personality traits. Our Swedish values mean we are open, progressive with a natural
In selecting them we have taken affinity for human design and the environment.
Thoughtful
into consideration not just their Thoughtfulness doesn’t just manifest in our attitude or our values.
individual meanings, but also their We leverage our intelligence to find appropriate, human-centric
interrelationships to accurately solutions to the challenges of modern living.
describe the Electrolux character.
We are experts in our field. Leveraging a century of professional

experience and a deep understanding of home life to create
Savvy
premium products and experiences.
Beyond simply being smart, savvy shows up in our expression
through our sense of wit and through sharp communication.
With our eyes firmly on the future, we have an intrinsic sense of

optimism. Seeing our place in the world and our customers’ lives
Spirited
as a force for positive change.
We are genuine and direct, approaching every day with energy
and enthusiasm.
Our personality
Page 34
traits: Definitions
We have created a set of qualifying

attributes that help to explain in more
We ARE considered, open-minded,
Thoughtful
detail how the traits SHOULD and
SHOULD NOT be interpreted.
and humble
We are NOT introspective or pensive
We ARE smart, forward-thinking, and
Savvy
confident
We are NOT aloof or patronizing
We ARE optimistic, proactive, and
Spirited
authentic
We are NOT restless or self-righteous
Our personality
Page 35
traits: Link to
brand pillars
Each personality trait reflects more than
one of our pillars.
Swedish values
Thoughtful
In this way we make it even easier
to make sure that every application
effectively communicates the core
beliefs of the brand. Sustainability
The traits can be dialed up or down
depending on the messaging
requirements, but will always stay true
to the soul of Electrolux. Sustainability
Savvy Professional
Swedish values
Spirited Professional
How our personality
Page 36
comes to life
electrolux.co.uk Register a product Find a dealer Login
Taste Care Well-Being Sustainability Search
Time for
a fika
Discover More
Thoughtful Thoughtful Thoughtful
Savvy Savvy Savvy
Spirited Spirited Spirited
Page 37
Section 4
Treatment principles
38 Introduction
39 Treatment principles
Treatment principles
Page 38
We have created a set of 1.
2.
Use of natural materials
Use of light
treatment principles that help 3.
4.
A premium palette
Experiences
to guide and define how each 5. Simplicity
element of every Electrolux

application should look.
Treatment
Page 39
principles

Whether used physically in retail or in
an image of a kitchen, the use of woods,
metals, leather and stone is a crucial
component of our visual brand identity.
Materials not only soften and humanize

our brand, but also add distinctiveness
and make a connection with our
Swedish values and Scandinavian
design approach.
Treatment
Page 40
principles
Use of light
Light is a vital part of our photography
style and links our imagery to the
Swedish outdoors.
We use strong directional light to create

mood and warmth within our imagery.
Use of light
It should cast across interiors, products
and people.
It gives us a distinctive and ownable

photography style.
Treatment
Page 41
principles
A premium palette
In addition to our brand color Electrolux
Blue, we use a warmer natural palette
with complementary tones.
Inspired by the Swedish outdoors, they

have been created to be harmonious,
A premium palette
more sophisticated, and
more premium.
Treatment
Page 42
principles
Experiences in imagery
The balance of people having moments
individually and together in our imagery
is important. Applications should never
use just dark or just light imagery. We
need a balance of both.
Experiences
Treatment
Page 43
principles
Simplicity
The essence of simplicity. Reducing
a composition until only that which is
essential remains. Allowing the focal
element to become the star, either
experience or product.
Simplicity EcoSense
Automatically purifies
to remove gases,
allergens and pollutants
from the air.
EcoSense
Pure Eco System

Eco System
Climate Sensor
Flow
Automatically purifies to
remove gases, allergens,
and pollutants from the air.
Page 44
Section 5
Brand toolkit
45 Toolkit overview 91 Tone of voice
46 Our logo 97 Photography
64 Color palette 126 Layout system
83 Typography 138 Icons
Brand toolkit
Page 45
overview Time for
These are the core components in our
VBI that make our communication
a fika
distinct and aspirational to our target
Our logo and brand symbol

Our logo comprises the Electrolux
name and our brand symbol with a
clear relationship between the two
to ensure legibility.
Color palette
A premium palette of colors, inspired Our logo and Brand Symbol Tone of voice Color palette
by nature, that live together in
balanced harmony across applications.
This is
Typeface and tone of voice
Electrolux Sans helps create our
Pure Eco System

own recognizable style with clarity
Electrolux
and simplicity. Our tone of voice
and defined messaging structure
ensures we engage consumers in
the right way and at the right time.
Photographic style Sans

Semibold
FreeFlow
Inspiring, beautifully stylized Air purifier
imagery is at the center of our

visual identity with a clear, logical
structure to frame the way we use it. Electrolux.com
Layouts and graphics

A flexible graphic system that can Typeface Photographic style Layouts and graphics
be adapted over any application to
create a uniquely ownable identity.
Brand toolkit
Page 46
Our logo
Top tips:
•W
e have two versions of the
logo: one for comms, another
for product
•T
he primary color way is blue
Our logo is precious and should be treated or white but our logo can also
with care and respect. be used in gray or black but
only if essential
In line with our more confident, premium
• The symbol can be used on its
aesthetic, applications of our logo should own but only if supported by
be clean and heroize our identity. the full logo nearby
• Always consider the strategic

application of the logo:
recognition or attribution
Logo history
Page 47
Origin
Electrolux appeared in 1919 as
the result of the merger of Lux AB
and Svenska Elektron AB. For the
first half a century of its existence,
the company used script logos
resembling handwriting.
Electrolux logo meaning and history

It was only in 1962 that the iconic
symbol, which could be described as 1901 1919 1962
a three-pointed star in a circle, was
introduced. It has been used ever
since, with only minor modifications.
The 2015 symbol Electrolux

While preserving the Electrolux
emblem, the 2015 logo variation
introduced a new, cleaner and modern
typeface. The motto “thinking of you”
was removed resulting in a cleaner
and more legible logotype. The brand
identity was developed by the London
office of Prophet.
1990 2011 2015
Applying 1. 2. 3.
Page 48
our logo
Artwork Print & Digital Physical
Our logo must be used in a considered
way and be recognized as an essential
element of any communication.
We can differentiate logo specification electrolux.co.uk Register a product Find a dealer Login
based on its application. Kitchen Laundry Accessories Support Search
1. Artwork
2. Print & digital

For better living.
From Sweden.
3. Physical (interiors, products, retail For better living.
From
Sam Sweden.
fugit poresto iplignateRatem
and exhibitions) etureptaque con nobis sequia debis

Clothes areas
quaecte more than
earum just
ime etaespiece
mos of
fabric – it’s part
etureptaque con of our sequia
nobis personality.
debis
Print and screen applications should

They show who we are, what we feel
and what we believe in.
Discover more
always use our pre-defined logo artwork Discover More
assets as outlined on pages 50-51.
When using the logo in physical

applications you can use different
material finishes and treatments. See Care products
pages 56–58 for more details. Climate Sensors
See pages 50–51 Print and digital applications follow the rules set out for standard See pages 56–58
logo artwork. See applications from p52–55 for examples of how
to apply the logo correctly.
Brand toolkit
Page 49
1. Logo artwork
The following pages introduce the master
artwork file of the Electrolux logo.
You should always use the master logo assets
and never alter them in any way.
Logo lock-up
Page 50
The Electrolux logo appears in all
brand materials unless otherwise
indicated.
Attribution Brand Symbol Logotype

We need to ensure that our
communications are identifiable as
being from Electrolux. To that end,
we must ensure that the logotype
is effectively displayed on each
application. A longer term goal is to
build recognition into our brand icon
so that it can be used independently.
Make-up
Our logo comprises two elements:
The brand symbol and the logotype.
It is a contemporary mark that has
strong visual impact to increase
Logo
brand visibility and recognition on key
touchpoints.
Electrolux in text
When the Electrolux name is written in
text and headlines, it appears in title
case (with “E” capitalized only).
Logo color
Page 51
Color
When used in print and digital the logo
should be used in Electrolux Blue or
in cases where the logo sits on a dark
background or an image, reversed
out in white. The logo can be applied
to a variety of colored backgrounds
and imagery, but care should be taken
to ensure clarity, prominence and
legibility. Do not apply to images with
complex, cluttered backgrounds that
compete with the logo.
A black version can be used in

exceptional circumstances when
reproduction methods or legal
requirements prohibit the use of dark
blue or white.
For logo finishing, see page 58.
Brand toolkit
Page 52
2. Print and digital logo applications
The following pages explain the rules for using
the Electrolux logo in all 2D print and digital
applications.
These simple rules help to maintain our brand
integrity and ensure consistency.
Logo usage
Page 53
Clear space
A minimum clear space rule has
been devised to ensure no other
graphic elements appear too close
to the Electrolux logo. This will
ensure legibility and that it is treated
consistently and with integrity.
The clear space rule should be

adhered to wherever possible,
although there are exceptions
dictated by the scale or shape
of a format, particularly in retail,
digital and product scenarios.
These instances will be referred
to in specific guidelines.
Minimum size
The minimum size rule is shown
opposite. However, there will be some
exceptions where there is restricted
space. For example, on merchandise
or some digital applications.
22mm 70px
Artwork:
Page 54
Logo positioning
The preferred positioning for the

horizontal logo lock-up is left-aligned
and arranged equidistant from the
application corner.
This is not an inflexible rule, but a

suggestion to follow. If the application
demands alternative layout then the
logo can be repositioned.
*Please note: The magenta border is to

illustrate margins and is not a design
element.
Logo positioning:
Page 55
Restricted space
Limited use
When the logo is used within smaller
formats such as web banners, it should
be restricted to half the width of the
panel.
The brand symbol may be used to

accompany the logo If more brand
recognition is needed.
Brand toolkit
Page 56
3. Physical logo application
The following pages explain the rules for using
the Electrolux logo in all physical applications.
The rules for logo usage can vary when we move
into three dimensions, allowing for different
materials, sizes and finishes.
On-product
Page 57
logo usage
Used for product branding.
We do not use center-aligned

text or logo lock-ups in our brand
communications. The only exception
is when applying the logo to
product fascias.
Please note that product logo

application does not have to be
a vertical lock-up. You can also
use the symbol-only application
where appropriate.
Logo finishes:
Page 58
Signage and
reproduction
EcoSense
to remove gases,
from the air.
EcoSense
Pure Eco System

Eco System
Climate Sensor
Flow
In the future the Electrolux logo will be
reproduced in four premium finishes to
heroize the logo, always ensuring the Automatically purifies to
highest quality in production and finish.
From using dark or reflective metals

for signage or retail use, to embossing 01 – Electrolux blue metal 03 – Back-lit
printed materials for increased tactility. 01
Logo finishing can be used on products

to use tone on tone color within our 02 – Reflective metal 04 – Emboss
color groups.
01 Electrolux Blue Metal

02 Reflective metal
03 Back-lit / lightbox
04 Emboss
Be careful not to compromise legibility

when choosing logo finishes. For
example, silver or gray logo used on
a concrete background would not be
appropriate.
Logo and
Page 59
partnerships
Horizontal alignment:
The preferred positioning for the

horizontal logo lock-up is left-aligned
and arranged equidistant from the
application corner.
Follow the clear space rule when

placing the partnership logo next
to the Electrolux logo.
This is not an inflexible rule, but is best Vertical alignment:

practise. If the application demands
an alternative layout then the logo
can be repositioned. In collaboration with:
*Please note:
The magenta border is to illustrate
margins and is not a design element.
In collaboration with:
Logo misuse
Page 60
examples
1 Do not use against backgrounds

that visually compete with the logo.
2 Do not apply a black logo

within colored backgrounds.
3 Do not apply the blue logo to

competing color backgrounds. 1 2 3
4 Do not use the logo in non–
Electrolux colors, e.g. bright pink.
5 Do not use the floral pattern;

we no longer use the brand
symbol patterns.
6 Do not place imagery inside the logo.
7 Do not create new versions of the

4 5 6
logo by moving the brand symbol.
8 Do not apply filters or effects to the

logo or symbol, e.g. drop shadows.
9 Do not use the logo at

unusual angles.
7 8 9
03 Digital
Brand symbol
Page 61
separation
EcoSense
Our brand symbol is something that
can help drive recognition and
premiumize our brand. EcoSense
Pure Eco System

Eco System
Climate Sensor
Flow
Our full logo should be used
before our brand symbol to Automatically purifies to
create a strong recognition for

the brand and attribution.
Our brand symbol can be used For better liv

when deeper into our website or if
the advert has multiple pages.
01 Retail
From Swed
The brand symbol may be used on Dus, quiatis sinisquiam, q
its own as long as the Electrolux logo 02 POS and product lat doluptiis mo earcil in
is seen in the same field of vision or quos ventiumet re, te q
physical space:
01 Retail – exterior / interior EcoSense

02 Print and products In Sweden
we don’t like
03 Digital – mobile / desktop

losing our cool.
Discover more
So we developed SenseCook,
to keep everything at the right
temperature all the time.
EcoSense
Pure Eco System
Eco System
Climate Sensor Electrolux.com/SenseCook
Flow
For better living.

From Sweden
Dus, quiatis sinisquiam, quatiam
lat doluptiis mo earcil inctem
Contents Electrolux ©2018 1. Brand ambition 2. Brand model 3. Personality 4. Treatment principles 5. Brand toolkit quos ventiumet
6. Brand re, te quat.
applications
Discover more
Brand symbol
Page 62
usage
01 Signposting
It should be used in this case for decals
and material finishing on interior
features, wayfinding and signposting.
It should not be used as the primary
identifier of Electrolux and should be
supported by other brand applications.
02 Desirability
The Electrolux brand symbol can
be used independently for more
decorative and expressive purposes 01 Signposting 02 Desirability
when in a controlled environment.
03 Size restrictions
The only exception is in use in digital 03 – Size restrictions 04 Motion sign-off
third-party applications with extreme
size restrictions. For example,
illustrated is an Electrolux Instagram,
in which the brand symbol can be used
as the key profile image, supported
by the name set in system text.
04 Motion sign-off Electrolux

On some limited applications, the
Electrolux
brand symbol can be used on its
own. For example, if a video or
animation started with the Electrolux
logo, the clip could end with our
brand symbol and resolve to full
logo as an elegant sign-off.
First Second
Brand symbol:
Page 63
Don’ts
Do not use Text should be separated Do not lock up with any text
Do not lock up the brand symbol with from the brand symbol
text. Always ensure the text is separated
from the brand symbol.
Do not use product messages or

other types of messages with the
Electrolux mark.
For better living.
From Sweden.
Example text
Just add steam
Brand toolkit
Page 64
Color palette
Our primary color is Electrolux Blue with a
blue secondary palette. Here we introduce
a refreshed secondary color palette for
our communications, featuring four new
complementary palettes.
Primary color
Page 65
Electrolux Blue
Electrolux Blue is our brand color.
It should be the one color that always

appears when we apply the Electrolux
is our brand color.

brand. We want to be able to use it in
a more sophisticated way.
That means using it more sparingly.
It is the one color that

In smaller doses – increasing its impact.
must always appear.
Primary color
Page 66
palette
The primary color palette is made Electrolux Blue Complementary colors

up of a set of five colors: Electrolux
Blue supported by neutral tones,
including white.
R:123 G:138 B:156
We utilize the core Electrolux Blue as
C:60 M:38 Y:27 K:10
our primary application of the brand. Blue-Mid PMS 5415 C / PMS 5415 U
It should be used as an entry level to NCS: S 4020-B10G
Electrolux, e.g. branded spaces.
The neutral tones have been created R:173 G:185 B:195

to help support the use of the C:36 M:17 Y:20 K:0
Blue-Light
Electrolux Blue. PMS 2162 C / PMS 2162 U
R:04 G:30 B:80
NCS: S 3005-B80G
Through use of our flexible visual C:100 M:90 Y:13 K:63
system, it is important to make use PMS 282 C / PMS 2768 U
of the color tones within the color NCS: S 7020-R70B R:223 G:231 B:234
sets so that our communications Blue-Tint C:16 M:3 Y:8 K:0
are not repetitive. PMS 642 C / PMS 642 U
NCS: S 1005-B20G
The NCS colour references given,
were selected under ‘artificial
daylight’ conditions and may replicate
differently depending on your context,
lighting conditions and materials used. R:255 G:255 B:255
White C:0 M:0 Y:0 K:0
Therefore care should be taken to
achieve the best match and may mean
working and testing options with your
supplier to achieve the best result.
Electrolux Blue
Page 67
reproduction Electrolux
EcoSense
Electrolux
Cloudbreak Climate Sensor
Air purifier
Electrolux Blue is used across a wide

range of touchpoints: from print to
Cloudbreak
Air purifi er
retail. It is important that our brand

Ecosense
Ecosense Climate Sensor
Climate Sensor
color is reproduced in a consistent

Ecosense
way across all platforms.

Climate Sensor
Our target color is Pantone 282. When

creating a piece of communication
Better Living. From Sweden. Better Living. From Sweden.
please think about where it will appear

and if Electrolux Blue needs to be
updated for the necessary platform.
Better living
For everyday printed materials, please
from Sweden
use the CMYK breakdown.
For marketing and external printed

materials. please use Pantone 282.
For any screen-based communication

please use the RGB values.
Never “eye drop” from existing files;

please use correct color codes
provided in the guidelines.
If the Electrolux Blue looks inconsistent,

double check the color code.
Secondary
Page 68
color palette
Secondary colors
We have now developed a refreshed
secondary palette that should be used
for applications within the Electrolux
create a richer and

world. The secondary colors are
inspired by interior design and the
natural world, designed to add further
depth to our brand.
more distinct world
Secondary
Page 69
color palette
Our secondary palette is made up Silk Mahogany Moss Umber

of four color sets; purple, red, yellow
and green.
Each set is made up of light to dark

tones, helping to create more relevant
and engaging communications. Silk-Rich Mahogany-Rich Moss-Rich Umber-Rich
Utilizing the shades within each color
set helps us to create depth and
flexibility without being repetitive.
Mixing color sets on the same layout is Silk-Mid Mahogany-Mid Moss-Mid Umber-Mid
not encouraged.
Silk-Light Mahogany-Light Moss-Light Umber-Light
Silk-Tint Mahogany-Tint Moss-Tint Umber-Tint
Secondary
Page 70
color palette
Our secondary palette is made up Silk-Rich Mahogany-Rich Moss-Rich Umber-Rich
of four color sets; purple, red, yellow R:43 G:41 B:54 R:61 G:39 B:39 R:59 G:69 B:54 R:74 G:30 B:24
and green. C:70 M:77 Y:20 K:63 C:44 M:69 Y:48 K:70 C:75 M:40 Y:76 K:66 C:30 M:90 Y:70 K:60
PMS 669 C / PMS 276 U PMS 7617 C / PMS 7449 U PMS 447 C / PMS 447 U PMS 7631 C / PMS 7631 U
Each set is made up of light to dark NCS: S 7020-R50B NSC: S 7010-Y90R NCS: S 8005-G20Y, NCS: S 7020-Y90R
tones, helping to create more relevant
and engaging communications.
Utilizing the shades within each color

set helps us to create depth and Silk-Mid Mahogany-Mid Moss-Mid Umber-Mid
flexibility without being repetitive. R:121 G:116 B:135 R:126 G:100 B:100 R:108 G:123 B:103 R:149 G:115 B:89
C:53 M:51 Y:25 K:13 C:38 M:52 Y:39 K:33 C:58 M:36 Y:53 K:22 C:28 M:47 Y:58 K:28
Mixing color sets on the same layout is PMS 2360 C / PMS 2360 U PMS 7615 C / PMS 7615 U PMS 5615 C / PMS 5615 U PMS 7504 C / PMS 7504 U
not encouraged. NCS: S 6010-R50B NCS: S 5010-Y70R NCS: S 5020-G30Y NCS: S 5010-Y30R
When working with colour in a physical

space, care should be taken to achieve
the best possible match to the main
Silk-Light Mahogany-Light Moss-Light Umber-Light
Pantone reference in the palette.
R:177 G:171 B:187 R:180 G:160 B:160 R:167 G:177 B:164 R:210 G:187 B:149
The NCS colour references given, C:35 M:34 Y:15 K:3 C:29 M:38 Y:29 K:8 C:39 M:22 Y:35 K:5 C:16 M:25 Y:44 K:4
were selected under ‘artificial PMS 2358 C / PMS 2358 U PMS 436 C / PMS 436 U PMS 5507 C / PMS 5507 U PMS 7502 C / PMS 7502 U
daylight’ conditions and may replicate NCS: S 3010-R50B NCS: S 4005-Y30R NCS: S 3010-G NCS: S 2020-Y20R
differently depending on your context,
lighting conditions and materials used.
Therefore care should be taken to

Silk-Tint Mahogany-Tint Moss-Tint Umber-Tint
achieve the best match and may mean
R:216 G:213 B:221 R:217 G:207 B:207 R:212 G:216 B:210 R:235 G:224 B:206
working and testing options with your
C:18 M:15 Y:8 K:0 C:17 M:21 Y:16 K:0 C:22 M:11 Y:19 K:0 C:8 M:11 Y:21 K:0
supplier to achieve the best result.
PMS 5305 C / PMS 5305 U PMS 7632 C / PMS 7632 U PMS 428 C / PMS 427 U PMS Warm Gray 1 C / PMS Warm Gray 1 U
NCS: S 2002-B NCS: S 2005-Y60R NCS: 2005-B80G NCS: S 2005-Y
How to use color blocks:
Page 71
Primary palette
Electrolux Blue is ALWAYS the first

color that anyone sees on any
Electrolux communication.
- Support with primary palette hues

- There is no set ratio: Electrolux
Blue does not have to dominate.
However, it must appear on all
applications.
How to use color blocks:
Page 72
Secondary palette
Our secondary palette groups

should be used on all secondary
applications that allow for
a second layout.
For example, inside a brochure, reverse
of a flyer, secondary web pages, etc.
- Only use one family at a time

- Support with palette hues
- There is no set ratio: Secondary color
groups can only be combined within
their own groups
Coherence of
How to use our color families
Page 73
color blocks:
Mixing palettes
The primary palette should not be
mixed with the secondary palette.
Each color group should only ever be

used alone in a single field of view.
Do not mix the primary and secondary palettes

in one piece of communication/asset
Coherence of
How to use our
Pure Eco System

color families
Page 74
Glaskeramik-Kochfeld
GK58CCN
EcoSense
color blocks: Climate Sensor
Mixing palettes
The primary palette should not be
mixed with the secondary palette. Bruttpreis
inkl. Mwst., CHF
3185.00
Each color group should only ever FreeFlow VRG

inkl. MwSt.
be used alone. Air purifier 11.97
Total CHF
3196.97
Electrolux.com
Pure Eco System
Mix the primary and
Better Living. From Sweden.

Pure Eco System
secondary palettes Glaskeramik-Kochfeld
GK58CCN
EcoSense
Climate Sensor
Bruttpreis
inkl. Mwst., CHF
3185.00
FreeFlow VRG
Air purifier inkl. MwSt.
11.97
Total CHF
3196.97
Electrolux.com
Pure Eco System
How to use our
Page 75
color blocks:
Consumer journey
Consumer journeys
The diagrams on this page Retail placements
demonstrate theoretical consumer
Primary palette Secondary palette
journeys – showing when we should
use each of our palettes.
The primary palette is ALWAYS the first

thing that someone sees.
The secondary palette can be used POS

AFTER if there is a separate layout.
Retail placements
Use only the primary palette when
there is one single application in a
consumer field of view. Larger displays
can contain more of the secondary
Brochures
palette. For more guidance, please
refer to the Retail Guidelines. Primary palette Secondary palette
POS
These can be double-sided cards —
therefore the front should carry the
primary palette and the reverse can
use the secondary. Digital
Brochure and digital
For a brochure, the cover should use
the primary palette, while the inside
spreads can all use the secondary.
The same is true for pages within digital
applications.
How to use our
Page 76
POS
color blocks:
Proportion
examples
First (front) Second (reverse)

The following are examples only; any
secondary palette groups can be used
Brochure
with any ratio of color.
First (cover) Second (inside spread) Third Fourth Fifth etc.
Online
Landing page Scroll / Carousel click Scroll / Carousel click Scroll / Carousel click
Proportions: The following are examples only; any
Page 77
secondary palette groups can be used
Primary palette with any ratio of color.
Retail
SenseBoil
Our new DelicateCare system
tailors the spin motion to suit
the fabric guaranteeing no shrinkage
of hand-wash only silk and woollens
SenseFry
Our patented wool program
is Woolmark Blue certified so
we dry with great care and
guarantee no shrinkage
SenseHeat
Electrolux.com/SenseCook
Kitchen Laundry Accessories Support Search
For better living.

From Sweden.
Sam fugit poresto iplignateRatem
etureptaque con nobis sequia debis
quaecte as earum ime et es mos
First Second Third Retail wall display POS Brochure spread Discover more
Brochures
Care products
Climate Sensors
Pure Eco System

For better living.

From Sweden.
FreeFlow etureptaque con nobis sequia debis
Air Purifier quaecte as earum ime et es mos

Discover more
EcoSense
Electrolux.com
as as quo quam quatium et asit
dolescias dolorum que ommoluptat.
Care products Discover More
Climate Sensors
First Second Third Brochure cover Inside spread Inside spread
Online
EcoSense
For better living. Sam fugit poresto iplignateRatem
From Sweden. etureptaque con nobis sequia debis

Sam fugit poresto iplignateRatem as as quo quam quatium et asit
etureptaque con nobis sequia debis dolescias dolorum que ommoluptat.
Discover More
Pure Glide 200
Discover more
Discover More
Care products
Climate Sensors
Contact us About Electrolux Discover

Support Electrolux Group Steam Ovens
Register your product Press and news Induction

Subscribe for newsletter
Download manuals Financial information Cooling
Enter your email address Download brochures Environment Cooker Hoods
Warranty Work for us Dishwashers
Recycling Professional Kitchen Premium Cookware
First Second Third Website landing page First scroll Second scroll
FAQ Professional Laundry
Follow us
Terms & Conditions for the Electrolux website
Pure Glide 200

EcoSense quaecte as earum ime et es mos
Discover More
Discover More


Static Animated frames
Color palette Web
Page 78
Climate Sensor
Climate Sensor
banner
use examples FreeFlow

Air Purifier FreeFlow
Air Purifier
Bringing the
Discover more
outdoors in Discover more
These application examples showcase

the color approach for Electrolux
brand communications.
Sticker Card (reverse side)
Use the primary color palette first POS
Use the primary palette as the entry SenseBoil
Our oven understands the result you
want, just from the words you choose.
Without even opening the oven door
SenseBoil
point for all brand communication. SenseFry

Our oven understands the result
you want, just from the words you
SenseFry
choose. Without even opening we dry with great care and
the oven door. guarantee no shrinkage
Use the secondary palette next SenseHeat

Our oven understands the result you
want, just from the words you choose.
Without even opening the oven door
SenseHeat
The secondary palette is seen once

Electrolux Blue has been experienced Electrolux.com/SenseCook Electrolux.com/SenseCook
on the cover or first frame of an

animation, e.g. inside a brochure,
on the reverse of a POS card.
Secondary color selection should be

driven by image choice, and reflect the
benefit inherent in the visual.
Cover Inside spreads

Brochure
Pure Eco System
FreeFlow
Air Purifier
Electrolux.com
Using secondary Brochure – Inside spreads
Page 79
color palette Highlights
Page 14 / 15
Pace and interest 01.
You may choose to use a secondary

Agnatum ime atus, sit etur, ut quae. Vendignatur,
color set to help create pace/interest

core Agnatum ime atus, sit etur, ut quae.
within a document or even help to

create some order, particularly in
Page 14 / 15
ProductName
larger documents.
However, it is important to use the My customers expect the

best, which is why I only
neutral tones of the primary set to use Electrolux products
in my kitchen Agnatum ime atus,
sit etur, ut quae.
Andaes nulliquas audit, si opt
ate rero eiciet fugit facim arum,
Andaes nulliquas audit, si op
tate rero eiciet fugit facim arum,
cum di od qui alit quatinihit cum di od qui alit quatinihit
break up the document so that the

Vendignatur, core laut dolectotas istrum abores laut dolectotas istrum abores
Agnatum ime atus, doluptatas ute non possit, doluptatas ute non possit, volect
— Magnus Nilsson sit etur, ut quae. Expla
volect umque pra veniam
fugitaque sam et es dem as
umque pra veniam fugitaque
sam et es dem as delibusdam,
vendignatur, temo delibusdam, aut erum atemo aut erum atemoditat volor
ditat volor arumquae as rem arumquae as rem aliquatinim
Agnatum ime atus, aliquatinim quis maxim destio quis maxim desti orum,
sit etur, ut quae. Yemo rum, consequid ut officia volor consequid ut officia volor sam
core istas. sam quatio. quatio. Nem conecabo. Et que
secondary palette does not become

qui iuntenda voluptae preseni
Nem conecabo. Et que qui blabo. Neque peritaq uatenditis
iuntenda voluptae preseni ium harunt accabor as denis
blabo. Neque peritaq uatenditis nosam vitio.
ium harunt accabor as denis
nosam vitio. Et quam, ut prehent Et quam, ut prehent min pori
min pori ullant ipsam, ad quia ullant ipsam, ad quia aut
aut oditati underum veruptatet oditati underum veruptatet
poris et a voloreiur, im eos poris et a voloreiur, im eos
overused. Helping to temper the use of

voloris is aut volorep ratendit voloris is aut volorep ratendit
estissi tatur? estissi tatur?.
Or maiorest ad estemosseque
veleseq uodipis cusanim enditio
officitatur rem.
the secondary palette.
To avoid repetition, consider using

different tones from color sets; overuse
Pagination order
of any one tone is not encouraged.
Sections
Website – Home Website – Product hub page
Using secondary
Page 80
Highlights Order
color palette Pace and interest

Section
electrolux.co.uk Register a product Find a dealer Login electrolux.co.uk Register a product Find a dealer Login
Kitchen Laundry Accessories Support Search Kitchen Laundry Accessories Support Search
You may choose to use a secondary For better living.

From Sweden.
Say hello to
the future.
color set to help create pace/interest Sam fugit poresto iplignateRatem
Met ea saped mos dolutem as ellit
asiti cus dero bearum sumquatem
within a digital application or even

reptatiossit ipidunt, sunte es.
Discover more See the new Oven
help to create some order, particularly

in larger pages.
However, it is important to use the

neutral tones of the primary set to Explore the range.
Care products
Climate Sensors
break up the application so that the
secondary palette does not become
overused. Helping to temper the use of
the secondary palette.
To avoid repetition, consider using Ovens Induction hobs Hobs
different tones from color sets; overuse See all products
of any one tone is not encouraged.
Care from start to finish.
EcoSense
UltraCare™ Eco washing
Sam fugit poresto iplignateRatem machines.
quaecte as earum ime et es mos The secret to luxuriously soft, well cared-for
as as quo quam quatium et asit laundry isn't just about choosing the right
dolescias dolorum que ommoluptat. washing machine — drying is every bit as
crucial. Our DelicateCare dryers are the
perfect partner to UltraCare™ Eco washing
machines. Their innovative heat pump
Discover More
technology gently dries clothes at lower
temperatures, to eliminate damage from
over-drying.
Discover More


Enter your email address Download brochures Environment Cooker Hoods
Warranty Work for us Dishwashers
Recycling Professional Kitchen Premium Cookware
FAQ Professional Laundry
Contents Electrolux ©2018 1. Brand ambition 2. Brand model 3. Personality 4. Treatment principles 5. Brand toolkit
Follow us 6. Brand applications
Terms & Conditions for the Electrolux website
Color in
Page 81
photography
Our color palette should act as

inspiration for clothing, backdrops and
propping within imagery.
We do not need to recreate the exact

color as this will date our brand. Colors
should be in the same tonal range and
feel harmonious.
Food styling and content does not

need to align to our color palettes.
Color from
Page 82
photography SenseBoil
SenseFry
Brochure Web banner POS card

Photography can help us to decide

Inside spread Animated frames Back SenseHeat
which colors can help support our Our patented wool program
Climate Sensor
layouts. For harmonious pairings,
SenseBoil
color-pick tones from images used.

FreeFlow
Air Purifier
The benefit inherent in the visual will SenseFry
also help lead the color choice.

Electrolux.com/SenseCook
SenseHeat
Discover more
These examples demonstrate how
primary and secondary sets have been

chosen for various communication. Electrolux.com/SenseCook
Climate Sensor
FreeFlow
Air Purifier
Discover more
Brand toolkit
Page 83
Typography
Our own unique and distinctive typography.
The Electrolux Sans typeface helps us to create
our own recognizable visual style with clarity
and sharpness, while maintaining consistency
of presentation across all our communications.
Electrolux Sans
Page 84
SemiBold and Regular
Electrolux Sans SemiBold should be used for
headlines and primary messaging. It is the star
of the show. Electrolux Sans Regular can be
used for supporting body copy and
functional elements.
Typeface
Page 85
Electrolux Sans is a modern, sans–serif Electrolux Sans SemiBold Electrolux Sans Regular
Aa Bb123
font with clean geometric forms that Our main typeface should be used A supporting weight to SemiBold, not
support our design. on all communications, headlines to be used for headlines.
standfirsts and for body copy in
Electrolux Sans Regular is the default
If you are an Electrolux approved shorter paragraphs or select layouts
font for large amounts of body
partner, please visit the brand portal to where graphic impact is required.
copy in print, and all instances of
download and access Electrolux Sans. body copy when online or in digital
application.
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890!@£$%^&? 1234567890!@£$%^&?
1. Это шрифт Electrolux
Alternative 2. Это шрифт Electrolux Sans
Page 86
languages Electrolux Sans
Cyrillic
1. Это шрифт
2. Electrolux
Это шрифт Sans
Electrolux
Electrolux Sans Cyrillic 3. Это шрифт Electrolux Sans * NB font license has to
2. Это шрифт Electrolux

3. Это шрифтSans
Electrolux
be secured at sector level
For use in Russia, we have recreated
As needs and uses can
Electrolux Sans in Cyrillic. Please differ, unlimited licenses
contact local team for more details. have not been secured
Helvetica for these copyrighted
Non–roman alternatives Greek, Vietnamese, fonts. When using these
There are three alternative fonts Hebrew and Indonesian internally, please ensure
to Electrolux Sans, for non-roman that a desktop license
3. Это шрифт Electrolux Sans

is secured. When using
alphabets.
these for web pages, apps,
Bold and Regular weights should be e-publications,digital
used to reflect the two Electrolux Sans ads or on services,
please make sure to
weights in use for roman alphabets.
verify with Sector Brand
Helvetica team or marketing head
Janna if additional licensing is
The replacement font for Greek,
Arabic needed. External creative
Vietnamese, Hebrew and Indonesian agencies should ensure
– a font which shares similar geometric they have proper desktop
forms to Electrolux Sans.* licenses for their work,
e.g. layout of catalogue,
Janna creation of POS material.
For Arabic, and covers most languages
in this family including Farsi.*
Arial Unicode
Arial Unicode
For Korean, Japanese, Thai, Chinese Simplified Chinese
(traditional and simplified).* shown here
The licenses for these fonts need to be

acquired at local level.
Typesetting
Page 87
The secret
To ensure messages and copy can 1 Headline Unique PowerTilt® 2 Sub head
be read clearly, apply the simple 48pt

technology for the 16pt
typographic specifications below to

smoothest velvety
to great taste
optimize font legibility.
1 Headline
textures
Electrolux Sans SemiBold
is smoother
Titanium blades 3 Body copy
Sentence case, no full stop
The three blades have six different 8pt
Word Spacing: 60/70/80 cutting edges to tackle the toughest
Letter Spacing: 0/0/0 jobs. The titanium coating keeps
blending
Leading: Set solid (100%) blades sharper longer.
2 Sub head 2.2L tilt carafe

Electrolux Sans Regular Big enough for large batches.
Durable and scratch resistant, it’s
Sentence case
safe for hot soups along with sauces.
Word Spacing: 60/70/80
Letter Spacing: 0/0/0
Leading: 125%
3 Body copy
Electrolux Sans Regular
Sentence case
Word Spacing: 60/70/80
Letter Spacing: 0/0/0
Leading: 150%
Punctuation,
Page 88
weights and
sizing
The secret
Punctuation Attract Unique PowerTilt® Engage
Attract headlines should not end in a

48pt
technology for the 16pt
smoothest velvety
to great taste
full stop unless they consist of more
than one sentence. All other levels of
copy should end in a full stop.
textures
is smoother
Weights Titanium blades Convert
The three blades have six different 8pt
All Attract headlines should be set in
cutting edges to tackle the toughest
Electrolux Sans SemiBold. Engage sub jobs. The titanium coating keeps
blending
heads can be set in Electrolux Sans blades sharper longer.
SemiBold. Convert headlines should
2.2L tilt carafe
be set in Electrolux Sans SemiBold,
Big enough for large batches.
and Convert copy should be set in Durable and scratch resistant, it’s
Electrolux Light. safe for hot soups along with sauces.
Sizing
The relationship between Attract

headlines, Engage copy and
Convert copy is detailed below.
This proportional relationship is
recommended to ensure the right
level of hierarchy and contrast.
— Attract headline = 100%
— Engage copy = 40 – 60%
— Convert copy = 20 – 40%
Type
Page 89
Arrangement
Centered
There are three primary typographic

styles for layout and arrangement: left- Even crispier bread Grill, bak
Ovens
Page 14 / 15
T31254VB Vertical Or go fu
aligned, centered, and vertical. omnis iste natus error sit voluptatem
accusantium doloremque laudantium,
dishes ju
the outsi
totam rem aperiam, eaque ipsa quae ab
illo inventore veritatis et quasi architecto
Each has a specific purpose and should Left beatae vitae dicta sunt explicabo.
be used accordingly.
Left-aligned
Used for the vast majority of our content.
A systemic left-aligned layout for
The Connected
headlines, supporting messaging, body Safe zone
T31254VB
Kitchen 1
copy and so on. Using this style with an omnis iste natus error sit voluptatem
accusantium doloremque laudantium,
eye on clean design will make Electrolux illo inventore veritatis et quasi architecto
beatae vitae dicta sunt explicabo.
feel coherent and contemporary.
Centered
Doesn’t boil over
Used as an attention grabber, and way T31254VB 2
omnis iste natus error sit voluptatem

to pace design in sequential applications accusantium doloremque laudantium,
illo inventore veritatis et quasi architecto
(inside pages, animations etc.) This beatae vitae dicta sunt explicabo.
should only ever be used for large format,

short length headlines and top-level
messaging. For more product details
go to page 26. Our customers say
See what they’re saying
at electrolux.com
Vertical
Our vertically aligned style becomes a
proprietary identity element for Electrolux
when used sparingly. It should be used
for folio page furniture within documents,
and for categorization and product
or range signification on covers and
marketing material, for example.
Use of color
Page 90
in type
The secret to great taste The secret to great taste The secret to great taste The secret to great taste The secret to great taste
is smoother blending is smoother blending is smoother blending is smoother blending is smoother blending
Unique PowerTilt® Unique PowerTilt® Unique PowerTilt® Unique PowerTilt® Unique PowerTilt®
Primary uses of color in type are technology for the technology for the technology for the technology for the technology for the
Electrolux Blue when on a white or smoothest velvety smoothest velvety smoothest velvety smoothest velvety smoothest velvety
clear background, or white when textures textures textures textures textures
on a dark or colored background,

for all applications.
The secret to great taste The secret to great taste The secret to great taste The secret to great taste The secret to great taste
When using colored backgrounds from is smoother blending is smoother blending is smoother blending is smoother blending is smoother blending
the palette, it is also possible to use Unique PowerTilt® Unique PowerTilt® Unique PowerTilt® Unique PowerTilt® Unique PowerTilt®
complementary tones from each color technology for the technology for the technology for the technology for the technology for the
smoothest velvety smoothest velvety smoothest velvety smoothest velvety smoothest velvety
group to aid hierarchy.
textures textures textures textures textures
Examples of this principle are
displayed opposite, e.g. using the
“Light” or “Tint” version of each color The secret to great taste The secret to great taste The secret to great taste The secret to great taste The secret to great taste
palette when on “Rich” or “Mid” is smoother blending is smoother blending is smoother blending is smoother blending is smoother blending
backgrounds. Unique PowerTilt® Unique PowerTilt® Unique PowerTilt® Unique PowerTilt® Unique PowerTilt®
technology for the technology for the technology for the technology for the technology for the
When choosing color pairings. It is smoothest velvety smoothest velvety smoothest velvety smoothest velvety smoothest velvety
important to ensure there is enough textures textures textures textures textures
contrast for legibility. A good rule of

thumb is to always make sure there
is a tint of our palette separating the The secret to great taste The secret to great taste The secret to great taste The secret to great taste The secret to great taste
is smoother blending is smoother blending is smoother blending is smoother blending is smoother blending
chosen colors.
Unique PowerTilt® Unique PowerTilt® Unique PowerTilt® Unique PowerTilt® Unique PowerTilt®
technology for the technology for the technology for the technology for the technology for the
smoothest velvety smoothest velvety smoothest velvety smoothest velvety smoothest velvety
textures textures textures textures textures
Brand toolkit
Page 91
Tone of voice
and messaging principles
How we speak and write are fundamental
to who we are, and our brand identity.
Our Swedish heritage is incredibly important to
our tone of voice. It’s not about Swedish clichés
or accents; it’s about the values and balance that
a Swedish heritage gives us — the positive spin it
puts on the word “professional” and the holistic
way we approach sustainability.
Our tone of voice
Page 92
Our tone of voice is the articulation Three brand pillars: Personality:
of our three brand pillars through

the lens of our personality.
Our three pillars give us a very
Professional Edge Thoughtful
clear idea of WHAT we should say
in our communications: focusing Swedish Values Savvy
on the innovations and insights
we have carried through from our
commercial activities and building on
Sustainability Spirited
the best of our Swedish heritage.
However, it is our personality that
influences HOW we sound, because
our verbal identity is a fundamental
part of our brand identity.
Tone of voice
Page 93
Thoughtful Shows up in an... We speak with a relaxed certainty that
principles Understated confidence comes from our professional heritage and

expertise. We don’t brag or fill our writing
with blown-up adjectives because we don’t
need to. We write in a crisp, clean, grown-
up tone and let the truth do the talking.
We have a number of key principles
that are influenced by our pillars and
come to life through our personality.
Savvy
They help guide how to write all copy Shows up by being... We say what we mean and mean what we
for Electrolux and should be referenced say. We don’t use jargon or unnecessarily
whenever creating messaging.
Simple and to-the-point
complicated language. Rather, we
You’ll know if you’re getting it right maintain an honest approach and get to
if we sound like a Swedish brand, the point quickly, clearly and cleverly.
proud of our heritage, in control of our
information and confident our products
will help you live better.
Spirited Shows up by being... We’re here to help people live better

through ideas and inspiration from Sweden.
Inspiring and purposeful
Whenever we start writing, the question is
not “What can this product do?” It’s “How
can this help you live a little better?”
Human We never forget we’re real people

talking to other people. We don’t try to
be funny, but we understand a touch of
wit or quirkiness will help us stand out
in an industry that can be cold, bland
and fixated on the details. We speak
with authenticity, delivering statements
with warmth and a light in the eye.
Tone of voice
Page 94
examples
The examples shown here show are MultiSpace® fridge freezer SenseFry® hob SenseBoil® hob ComfortLift® dishwasher
useful starting points for thinking about
Making room for more Precision cooking has Total control Gentle on dishes,
how to write effective messaging for
flavor never been easier on the hob easy on you
our products.
The super-tall MultiSpace® fridge- When it comes cooking, accuracy Pans never boil over on the ComfortLift® makes loading and
freezer lets you store and cool is everything. The SenseFry® hob SenseBoil® induction hob, unloading the dishwasher easier
more of your favorite foods in a gives you absolute precision – because temperatures are than ever, bringing the bottom
way that suits you. whether you’re preparing a pile of constantly being monitored by our rack up to you in one smooth
perfect pancakes or griddling a intelligent systems. movement.
fillet steak.
Customizable compartments
mean you can rearrange and The hob automatically adjusts to Squeezing the soft-grip trigger
reorder the modular system so After selecting your dish from maintain a gentle simmer when weightlessly raises it to waist-
everything fits in perfectly – from the touchscreen menu, induction boiling water. Which means you height. And with dampeners
garden-fresh greens to prime cuts heating will quickly power the hob can leave the potatoes to soften, on the rails, your dishes are
from the butcher. to the optimum temperature. And and concentrate on the rest of always brought to a reassuring,
once that temperature is reached, the meal. cushioned halt when sliding the
it won’t change unless you say so. rack in and out.
Some like to make it up as they go Little things can make a big

along. But our way is easier. difference, and we’ve been
working on them for over
100 years.
Messaging
Page 95
principles
1. Attract 2. Engage 3. Convert

The Electrolux brand communication
framework organizes our messaging
and imagery into a single, logical
structure that allows for simple, intuitive
implementation across markets,
functions and applications.
Why would I consider Electrolux? What does this product look like and do? How does this product work?
The logic of the brand communication
framework is derived from the way Emotionally demonstrate that Electrolux Provide a functional understanding of what Demonstrate technical product
in which our consumers experience products deliver desirable results. the product is, and what it does. features and persuade to buy.
the brand across all touchpoints.
Consumers interact with the Electrolux
brand in three distinct stages.
Framework use:
Page 96
By application
Application guidance
Let’s take a double gondola as a

simple example of our principles. Attract
The full space should be considered Messaging at top

when deciding where to use our level should inspire
messaging. Attract messaging is to discover more.
used as a straightforward and simple
method of grabbing attention, and
should be used as the top level of
Engage and Convert Engage
messaging. At this level, any further
detail is ineffective and therefore FFS applied to product Supporting special
should not be married with either should support the lead placement messaging should
Engage or Convert. Attract message, but not carry Engage level copy.
duplicate or conflict with it. This could be applied to the
The supporting FFS and POS material
placement itself or in the
should carry the additional product
form of a brochure or leaflet.
information as the consumer continues
to investigate. To this end, the
repetition of Attract level messaging on
these materials only adds confusion,
and gives the appearance of a
disjointed brand.
The schematic opposite demonstrates

these principles.
Brand toolkit
Page 97
Photography
Photography is integral to the successful activation of the
new Electrolux identity. It has a unique power to inspire and
tell compelling stories that help to build brand consideration.
We have created a new imagery style using visual cues
that link back to our values – communicating our Swedish
Values, Professional Edge, and Sustainability. The visual
style of our imagery is unique and consistent, and
successful implementation will help to make it an ownable
and recognizable articulation of the Electrolux brand.
Creating our 1. 2. 3.
Page 98
photography
Styles Categories Execution
In order to develop a unique and
ownable image style that communicates
the values of our new brand identity,
it is vital that the building blocks of
our imagery are well understood.
From what constitutes a great Electrolux

photo and how to brief their creation,
to how they help communicate the
commercial goals of our brand and
how they should be applied.
1. Styles
The aesthetic principles that make an
Electrolux image an Electrolux image.
2. Categories
How we delineate between image
content and function, and how they
are used to communicate brand,
lifestyle or product benefit.
3. Execution
How to use our imagery in application
in order to tell compelling stories
and build brand perception.
The following pages go through each

of these elements in greater detail.
Brand toolkit
Page 99
1. Photography styles
Our photography should be styled in an
aspirational yet authentic way. The Electrolux
world is premium and contemporary, and we
should be careful not to appear too candid,
or on the other hand too forced.
Use of light
Page 100
— D irectional light with clear and
distinct lines
— Strong contrast between light

and shade
— B ring shadows from the outdoors

indoors, e.g. trees and plants
Link to the
Page 101
outdoors
— Show clear link between indoors

and outdoors
— Aspirational homes with a

Scandinavian feel
— Contrast between nature and people
— An uncluttered space allows the

viewer eye to wander into the
outdoors
Color
Page 102
— Tonal consistency
— Tone on tone
— Warm, rich and sophisticated
Brand toolkit
Page 103
Photography categories
The following pages show a selection of indicative
imagery grouped into appropriate categories.
These illustrate the topics and tonality of our
preferred image style and content.
This section contains mostly found and sourced
images for notional examples only. DO NOT
reproduce without permission/license.
Photography
Page 104
Swedish cues
These types of images can be
used for our brand website, trade
presentations or other occasions
where we want to elevate and
talk to our Swedish heritage:
— Modern versions of
Scandinavian design icons
— O utdoor activity
— Woods, archipelago,
Stockholm images
Avoid cliché images of midsummer

maypoles, red cottages etc.
Photography
Page 105
People – Multiple
We represent modern families
and diverse lifestyles:
—N
atural moments
— Candid
— Diverse families
— Uncluttered space
— Single focal point
— Premium interior
—L
ink the outdoors if necessary
through light and shadows
—P
remium styling
but authentic
—M
odels should reflect our Swedish
values on diversity: look modern,
pleasant and approachable
Ensure models can act so that the

experience feels lively and authentic.
The imagery should have energy,
rather than seem mannequin-like.
Photography
Page 106
People – Individual
—P remium styling but authentic
—S
how a moment (relaxing, having
a coffee, doing sport etc.)
—W
arm tones and natural palette
—W
here possible, cast directional light
—L
ink to the outdoors
—C
ropping of model heads should only
be done when focusing on a benefit
—A
n uncluttered environment with
a single focal point
—M
odels should reflect our Swedish
values on diversity: look modern,
pleasant and approachable
Ensure models can act so that the

experience feels lively and authentic.
The imagery should have energy,
rather than seem mannequin-like.
Photography
Page 107
Product – In situ
—S how product in aspirational
home setting
—U
se contrasting materials
—D
esign-focused propping
—L
Photography
Page 108
Product – Detail
— Close crop
—S
how product’s material and finish
—S
how product’s key features
—S
how product in aspirational
home setting or on a richly colored
background
—U
—D
—L
Photography
Page 109
Product – Stylized
This image style is to support product

in-situ and product detail shots in
applications that allow for more
depth in storytelling.
—S
how product’s material and finish
—S
how product in aspirational
home setting or on a richly colored
background
—U
—D
—L
See page. 101 for more details.
Photography
Page 110
Environments
— Rich and sophisticated interiors
using colors inspired by our palette
—U
ncluttered environment
with lots of space
—C
ontrast of materials: woods,
metals and stone
—D
—D
irectional light with clear
and distinct lines
—S
trong contrast between
light and shade
—L
—U
se balanced propping to bring
natural human warmth e.g. a blanket
thrown over a lounge chair, freshly cut
home-made bread.
— I nclude Scandinavian design

elements – both more iconic and
popular premium e.g. Jakobsen’s
Swan chair and Hay furniture.
Avoid white, stark minimalist

environments.
Photography
Page 111
Environments – Kitchen
—U
ncluttered environment with lots
of space
— Contrast of materials: woods,

metals and stone
— Design-focused propping
— Directional light with clear and

distinct lines

and shade
— Link the outdoors if necessary

— Ensure kitchen environment and

cabinets complement and highlight
our products in their best light
— Use balanced propping to bring

natural human warmth
Photography
Page 112
Environments – Bathroom
—U
ncluttered environment
with lots of space
—C
ontrast of materials: woods,
metals and stone
—D
—D
irectional light with clear
and distinct lines
—S
trong contrast between
light and shade
—L
—U
se balanced propping to
bring natural human warmth
Photography
Page 113
Care — Benefit
—F
abric details with clear benefit ,
e.g. water-resistant
— Premium fabrics
—P
remium natural tones
inspired by our palette
— Directional light
— Protect delicate materials
Photography
Page 114
Care — “Vivid colors stay vivid”
campaign
—F
abric details with clear benefit,
e.g. lasting color
— Premium fabrics
—P
remium natural tones inspired
by our palette
— Directional light
115 115
Photography
Page
Page
Professional
— Relatable people
and situations
— Must look professional
— Natural moments
— Uncluttered
— Single focal point
— Premium interior
— Electrolux appliances should be shown
— Link the outdoors if necessary through

light and shadows
NB: Ensure professional quality

standards are met, e.g. hygiene.
Photography
Page 116
Taste — Meal
— Contrasting materials
— Premium (but not fussy) tableware
— Natural color tones
— Aspirational yet authentic
— D irectional light with clear and

distinct lines

and shade
— Food looks thoughtfully prepared

(medium to high skill), but not
gourmet food
— Ingredients are handled with care

and authenticity
— Ensure food photographed is

sustainably sourced
Photography
Page 117
Taste — Preparation
—P
eople preparing food,
individually or together
— Kitchen and interior styling

should follow relevant
guidance from this document
— Can show products used

in preparation alone
— Can show prepared dishes

before being finished
— Can show ingredients

isolated before cooking
Photography
Page 118
Taste — Enjoyed
— I ndividuals or groups that are shown

eating or having enjoyed a meal
— Interior styling and propping

should follow guidance already
established in this document
— Also includes the ability to highlight

beautiful finished food that has
been interacted with (e.g. a small
bite taken, or cutlery being used)
— Care should be taken not

to appear too messy
Photography
Page 119
Taste — Close-up benefit
These images can be used to tell a

wider story and should be used in
combination with other imagery.
See pages 121-122 for further details.
—A
ll taste close-ups should
communicate a clear product
or experience benefit, e.g.
crisp meringue, fresh leaves,
smooth ice cream
— Close-ups should appear

textural, not detail-oriented
— Lighting cues remain the same

as the rest of the photography
library. Do not alter for this style
Brand toolkit
Page 120
3. Photography execution
Our photography should be styled in an
aspirational yet authentic way. The Electrolux
world is premium and contemporary, and we
should be careful not to appear too candid,
or on the other hand too forced.
Photography
Page 121
Image combinations
Electrolux imagery should be used in
combination to tell rich and evocative
stories about the world of Electrolux.
It is important to pick images that

reinforce one another in terms of
content and tone. The following
pages display some examples of
best practice. 01 – Lifestyle combined with care benefit 02. Preparation combined with end result (dish being enjoyed)
03. Preparation combined with end result (plated dish) 04. Swedish outdoors combined with home life
Photography
Page 122
journey / where
to use imagery
Image combinations
01 – Lifestyle: Outdoors 02 – Detailed ingredient: Freshly picked 03 –Product benefit: Ingredient cooking 04 –Lifestyle: Food being enjoyed
Electrolux imagery should be used in
combination to tell rich and evocative
stories about the world of Electrolux.
It is important to pick images that

reinforce one another in terms of
content and tone. The following
pages display some examples of
best practice.
Use them as a story in a brochure,

digital ad, POS and website scroll or
click-through.
01 – Lifestyle: At home enjoying a coffee 02 – Product in-situ: Aspirational home 03 –Product close-up: Highlighting key function 04 –Product benefit: Fabric close-up
01 – Lifestyle: Baking with partner 02 – Product in-situ: Product in use 03 –Product benefit: Perfect bread 04 –Product benefit: Food being enjoyed
Photography
Page 123
How to brief a photographer
Photographic briefs should pay close
attention to our principles, particularly
the key areas of:
— use of colour in propping and

environment
— use of directional light and shadow
— use of sufficient clear space and
simple composition 01 – Use actors to create real moments 01 – Use actors to create real moments 2. Minimal propping 2. Minimal propping
Talent
Ensure talent are able to act to ensure 3. Styling 3. Styling 4. Use of natural light and palette 4. Use of natural light and palette
the energy and experience feel
authentic (rather than mannequin-like
fashion shoots)
Motion content
Page 124
When creating content for motion it
is important to use our photography
principles; 1. Use of natural materials,
2. Use of light, 3. A premium palette,
4. Experiences, 5. Simplicity.
But creating a mood in a film is different

to using a single image in a brochure.
These are some principles that will help

communicate our story effectively:
1. O
ur motion style should reflect our
brand personality
Quiet thoughtful moments are
balanced out with content that
has a spirited, confident energy.
2. Use a range of perspectives

Focussing in on details of people/
products, or setting the context in
aerial landscape/interior shots can
bring more emotion into the film.
3. Music and editing style can help

create a spirited pace
4. T
alent reflective of our Swedish values
Ensure talent are able to act in order
to make sure that the energy and
experience feel authentic.
Content does not conform to VBI
Photography
Page 125
misuse examples
When selecting or using photography

for our brand, please do not do this:
—D
o not use busy/cluttered
or “messy” imagery
—D
o not use “overly” Swedish
images: no flags or clichés
—D
o not use overtly staged
imagery, especially of people
— Do not use images that are too rustic
—D
o not use images of the incorrect
consumer demographic or
other brand’s product!
— Do not use overly “propped” images
Brand toolkit
Page 126
Layout system
Top tips:
•C
oherence vs. repetitive
approach
•T
here are five starter templates
explained in this document
Our visual and grid system helps to unify the
brand’s look and feel across all touchpoints. •O
ur system is flexible and easy
to use. Bespoke layouts may
It is a way of organizing imagery and content be created
in a cohesive manner. • Our system does not have to be

used on every communication
Our system does not have to be used on every or on every page
communication or on every page. • When the format, e.g. digital
leaderboard, is too tall or wide
panels are not used
Brand toolkit:
Page 127
Layout system overview
Our well considered visual system

helps us to be flexible with our
brand without feeling repetitive.
Please note packaging example is not

finalised and is illustrative only.
Brand toolkit:
Page 128
Visual system
Our visual system can flex across

any format.
It does not need to be used on
everything. There are five layout
templates as a starter, and guidance
on how to create new layouts for any
application on the following pages.
Five layouts
Page 129
create a coherent
look and feel
Layout 1 Layout 2 Layout 3 Layout 4 Layout 5
Full bleed Single large image panel Single small copy panel Single small half copy panel Double panel
To help get up and running, the
following layouts may be used. They
have been exemplified on a standard FreeFlow FreeFlow
Pure Eco System
Pure Eco System
Pure Eco System
Pure Eco System
Pure Eco System

Air Purifier Air Purifier
A4 layout, but can be adapted in
FreeFlow
principle to any format. Air Purifier
You can limit the number of layouts

used in your sector to simplify.
These five layout options are

FreeFlow
a starting point. Our system Air Purifier
FreeFlow
Air Purifier
is designed to be flexible whilst
creating a coherent look and
feel. Bespoke layouts may
be created from our system
if needed.
Breakdown of
Page 130
layout styles
FreeFlow FreeFlow
Pure Eco System
Pure Eco System
Pure Eco System
Pure Eco System
Pure Eco System

Air Purifier Air Purifier
FreeFlow
Air Purifier
The layout styles shown here can

be used as appropriate. These have
been created on a standard A4
(210x297mm), but can be adapted
in principle to any format.
FreeFlow
Within applications you can choose to Air Purifier
FreeFlow
Air Purifier
use either a full bleed image (style 1) or
one or two panels that are filled with an
image or color, as shown here.
This grid system provides flexibility

for content, message and imagery Layout style 1 – Full Layout style 2 – Single Layout style 3 – Single Layout style 4 – Double Layout style 5 – Double
required in the communications. Full bleed Single large image panel Single small copy panel Image panel and copy panel Double color panel and image
on Electrolux Blue base on a full bleed image on Electrolux Blue base panel on Electrolux Blue base
Our layout
Page 131
grid system 12 column grid – portrait formats 12 row grid – landscape formats
The grid is set to 12 columns (or rows, if

landscape) across the shortest edge of
an application. Margins are set to one
column width (or row if landscape).
The placement and alignment of

panels – vertically or horizontally - is
flexible within the margin.
1 column = margin width, height
Panels:
Page 132
Shape and sizes
Scaled panels
Panels can be scaled up and down,
but their proportions must always
remain the same to the format used.
Example sizes are shown here for

scaling – this is flexible to allow space
for content on communications.
Panel scales proportionally, landscape
Panel scales proportionally, portrait Panel scales proportionally

(50% of format)
How many
Page 133
panels to use
Panels are used in two ways:
1. A
panel follows the proportion of
the format, e.g. A4, and is linked to
the proportions, scaling smaller.
2. A panel is half (50%) of the format. Panel 1

As shown here.
he maximum number of panels is two

T
(2) – one containing imagery and one
with copy, for example.
Panel 1
Panel 1 Panel 2
1. Panel that scales proportionally 2. Panel that is one-half (50%) of the format 3. Two-panel example
Where to position
Page 134
panels
Panels must align to the grid system

within the format. At least one edge
of each panel must snap to either the
format edge (bleed) or the margin.
Panel Panel
This creates consistency, but also
enough flexibility to generate a wide
variety of layouts.
Panel
Panel aligns to edge of format Aligns to margin Aligns on two edges of format
and grid system and grid system and grid system
Where not to
Page 135
use the system
No panel use
Where the format does not allow
for a 12 column grid. The grid can
be divided into six (6) to a minimum
three (3) columns, as shown here.
When the format, e.g. digital

Landscape exception, e.g. digital leaderboard size – no panel
leaderboard, is too tall or wide
panels are not used.
Limited panel use

Panel use on smaller formats like
web banners should be restricted to
Climate Sensor
half panels only, as shown here.
FreeFlow
Air Purifier
Discover more
Small or medium rectangle exception (non A size), e.g. a web MPU or banner
Retail POS
System
Page 136
SteamPlus
Oven
overview
EX1000 Rapid 400
Toaster Kettle
Our system allows us to be flexible while

also giving us a red thread that runs
through our visual identity.
EcoSense
to remove gases,
from the air.
EcoSense
Pure Eco System

Eco System
Climate Sensor
Flow
Printed materials: Brochures etc. Digital
Pure Eco System

Page 14 / 15
For better living.
From Sweden.
My customers expect the Discover more
best, which is why I only

use Electrolux products
in my kitchen Agnatum ime atus,
sit etur, ut quae.
Andaes nulliquas audit, si opt
ate rero eiciet fugit facim arum,
cum di od qui alit quatinihit
Andaes nulliquas audit, si op
tate rero eiciet fugit facim arum,
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FreeFlow
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Air Purifier
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Nem conecabo. Et que qui blabo. Neque peritaq uatenditis
iuntenda voluptae preseni ium harunt accabor as denis Care products
blabo. Neque peritaq uatenditis nosam vitio.
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Climate Sensors
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Electrolux.com
EcoSense
Induction Hobs
Pure Eco System
Climate Sensor
EcoSense
dolescias dolorum que.
Discover more
Electrolux 100 Series

Pure Glide 200
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as quo quam quatium et asit dolescias
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Discover more
Visual hierarchy
Page 137
Induction Hobs
and flexibility
We use our visual expression Inspired by

to organize both imagery and professionals
information – to create distinction
while also displaying a premium
Scandinavian aesthetic.
Electrolux 100 Series
The visual expression should only be
used where the application format
allows (size/proportions) — it should
not be forced onto everything, but
adapted as needed.
Our visual expression with its

layout and grid system, allows
flexibility while giving coherency
through our touchpoints.
From our printed materials and

digital interaction to retail, POS
and packaging experiences,
we present one Electrolux.
EcoSense
to remove gases,
from the air.
EcoSense
Pure Eco System

Eco System
Climate Sensor
Flow
Contents Electrolux ©2018 1. Brand ambition 2. Brand model 3. Personality 4. Treatment principles 5. Brand toolkit 6. Brand
and pollutantsapplications
from the air.
Brand toolkit
Page 138
Icons
Our icons are based on the simple geometric
forms in the Electrolux Sans typeface.
An icon style that is clear and easy to
understand, expressing the key features and
benefits of Electrolux products.
Icon style
Page 139
Our icons have a consistent Benefit icons
appearance and application across
all touchpoints – building a seamless
experience for our consumers.
The style of our icons is derived from

our typeface, Electrolux Sans: simple
Ultra performance Ultra clean Extra quiet
geometric forms – straight lines and
slight curved edges – that create
harmony across our visual identity.
We use a circle shape to contain the

icon idea or object, as shown by the Gentle care Energy efficiency Save time
examples here.
Feature icons
Anti allergy Iron less Extended brush
Steam clean Strong fan Larger filter
Icons in use
Page 140
There is a vast existing library of icons
already in use in our brand. These are
PRO
not being immediately dismissed, but
used where appropriate. SENSE MULTI
SPACE
A simple rule of thumb is just to ensure
that – despite potential stylistic
differences – the content of each icon
for a similar purpose should remain the
same. In this way, we continue to build
consistency in communication as new
icons are added to our library.
14
1 9
OFF
19%
Page 141
Section 6
Brand applications
142 Touchpoint design
146 Notional printed
150 Notional environment
156 Notional digital
Brand applications
Page 142
Touchpoint design
Over time, this section of the guidelines will
become populated with real life examples of
our brand ‘showing up’ in different touchpoints
to inspire and engage our teams and agencies
across the world.
As we move into 2019 work is being done to
finalise these touchpoint designs and we plan
to update this document in Q1.
Activating our refreshed
Page 143
brand and VBI
Creating, guiding, executing and 2018 2019 2020 and beyond

launching our new brand position and
Alignment to brand experience

VBI for Electrolux is not an overnight
process and the activation of this, the
launching of the brand, will take time.
Work is being done at both a sector

and touchpoint (digital, retail, Finalise Global
packaging) level to bring the brand VBI guidelines
to life in a meaningful way, while also
considering the practical realities and
investment required.
Therefore we see it as three step

process which, by the end, will have
us closer together than we ever have
been before with a strong VBI and
an experience that will truly deliver
against our brand promise.
If you have any further questions then • Launch new brand internally and •U
pgrade existing touchpoints in line • Rethink overall consumer experience and
do get in touch with the global team begin the process of enhancing with the new brand and VBI approach to retail, if relevant to sector, to
Overall aim
mentioned on the page 3. touchpoint design deliver the truest expression of the brand
• Reskin of sector websites
• Launch global guidelines • Integrating shopper insights
• Upgrade retail formats with
into experience
• Launch sector specific guidelines new materials and colours
(retail, digital • New retail formats
• New digital presence
Touchpoint
Page 144
Overview
Retail Guidelines
The pages opposite show a snapshot Use Electrolux Use the secondary Each asset has
Core principles | Distinctiveness
Core principles | Distinctiveness
Core principles | Single-mindedness

For delicious
of the sector and touchpoint specific
PRO | 600 SteamBake Oven
PRO | 600 SteamBake Oven

Blue sparingly to baking, just
Your
SteamBake colour palette to a specific role The category or range
story is communicated on
increase impact add steam add interest
oven also
includes... the back panel (magnetic
panels or video content)
guidelines that have recently launched

Look inside
and is linked and relevant to
We utilise the core Electrolux • The secondary colour palette • An asset is given a particular any products displayed.
Blue as our primary is used to add interest, and in purpose based on its context
application of the brand. larger, multi-page documents within the shopper journey
in EMEA: digital and retail. Within the new visual brand pace and structure
Regular oven SteamBake oven
• We take into account any Takeaway assets provide
identity, we use it in a more • The secondary colour palette other assets that will appear further product details
Kitchen Appliances 2019

subtle and sophisticated way. can only be used after the on the product and the role
Making every
day taste better primary colour palette has they play within our activation
That means using it more
Simplified, more focused factory
been used, i.e. inside spreads
As we move into 2019 further testing will

sparingly. In smaller doses
SensePro®
SENSE | 900 SensePro® Induction Hob

• This structured approach
PerfectCare Washer Dryer Collection

Wash, dried fit assets, communicating Product promotions can
– increasing its impact. and cared
Receive a • Colour sets can be used strengthens our proposition, the key story/USP help to ‘close’ the deal
for in one go
100€ gift universally and should not be and avoids duplication of
• It should be used as an voucher from
entry level to Electrolux, Helly Hansen* assigned to specific categories content across assets
be done on the website design, special e.g. branded spaces,

covers, factory fit assets
Hob2Hood®
For more details visit

electrolux.com/HH
• The chosen secondary palette
should be in the same tonal
• Our intent is to own the range as the key image and
placement swill be upgraded and new

blue colour but to use it Best in
should feel harmonious
range
sensitively so we do not
• When using the secondary
801 325 027

*Terms & Conditions apply.
Redeem your voucher at hellyhansen.com
become a “blue” brand Photography determines the

colour palette, it is also
most appropriate secondary
For more information visit
POSM and catalogues will be rolled out.

electrolux.com/care
applied to typography
colour palette for the spread
Colour specifications can be found in the

Master Visual Brand Identity Guidelines Render is illustrative only.
Work in progress
As they do we will bring these designs

Contents Electrolux ©2018 01/ The Electrolux brand 02/ The brand toolkit 03/ Mission and Insights 04/ Retail applications 05/ Retail implementations
81
Contents Electrolux ©2018 01/ The Electrolux brand 02/ The brand toolkit 03/ Mission and Insights 04/ Retail applications 05/ Retail implementations Contents Electrolux ©2018 01/ The Electrolux brand 02/ The brand toolkit 03/ Mission and Insights 04/ Retail applications 05/ Retail implementations
114
84
into our global guideline.
Digital Guidelines
Note:
Digital guidelines are available from the
brand portal. EMEA retail guidelines will Campaign page Home page E-mail journeys
be available Q1 2019. Goal

Landing area
Secondary colour palette

The main objective with the home page The secondary colour palette can be
is to promote any ongoing campaigns utilised deeper into the e-mail journey.
and promotions and to guide the Product range navigation
consumer into the two main journeys:
Spares and Accessories &
Consumables.
Find PNC specific spares and accessories
Popular products
Important information
Promotions
Newsletter subscription
IP
IP
W
W
Overview
Page 145
EcoSense
The following pages to remove gases,
show examples of the from the air.
EcoSense
Pure Eco System

refreshed Electrolux
Eco System
Climate Sensor
Flow
visual expression. Automatically purifies to
Notional printed applications
Page 146
Page 147
Helpful hint:
While this spread shows

a full green spread, the
entire brochure would not
be green. Electrolux blue
would be on the cover and
other spreads would use
more white space.
Page 148
Page 149
Notional environment applications
Page 150
Page 151
PerfectCare
PerfectCare System
Washing machine
The secret to luxuriously soft,

well cared-for laundry isn't just
about choosing the right washing
machine — drying is every bit
as crucial.
Page 152
EcoSense
to remove gases,
from the air.
EcoSense
Pure Eco System

Eco System
Climate Sensor
Flow
Made for yourapplications
Notional environment home.
Page 153
Inspired by professionals.
Madeoffor
A century your home.
professional expertise.
Brought
Inspired byinto every home.
professionals.
SteamPlus Oven
SteamPlus
Oven
Made for
your home.
Inspired by
professionals.
SteamPlus Oven
SteamPlus
Oven
Made for
your home.
Inspired by
professionals.Contents Electrolux ©2018 1. Brand ambition 2. Brand model 3. Personality 4. Treatment principles 5. Brand toolkit 6. Brand applications
Page 154
Page 155
EcoSense
Cloudbreak Climate Sensor
Air purifier
Cloudbreak
Air purifi er
Ecosense
Ecosense Climate Sensor
Climate Sensor
Ecosense
Climate Sensor
Better Living. From Sweden. Better Living. From Sweden.
Notional digital
Page 156
applications electrolux.co.uk Register a product Find a dealer Login
Scandinavian
Design
Well-being
Find out more
Care products
Note: Notional design only.
Not finalized.
Climate Sensors
Climate Sensors
Notional digital
Page 157
Better living.
From Sweden.
Well-being
Find out more
EcoSense
Find out more
Care products
Not finalized.
Climate Sensors
Climate Sensors
Notional digital
Page 158
Better living.
From Sweden.
Well-being
Find out more
EcoSense
Find out more
Care products
Not finalized.
Climate Sensors
Notional digital
Page 159
Professional
experience in your
own home
Met ea saped mos dolutem as ellit
asiti cus dero bearum sumquatem
reptatiossit ipidunt, sunte es.
Discover more
Inspired by professionals

Not finalized.
Guidelines 1.0
For better living.
From Sweden.
Contents 1. Brand ambition 2. Brand model 3. Personality 4. Treatment principles 5. Brand toolkit 6. Brand applications

1.electrolux VBI Master Guideline

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Guidelines 1.

new brand, and bringing it to life, as shown Annika: annika.priou@electrolux.com

For better living.

The progressive and premium

Value brands that are forward- UPPER MIDDLE

TRADITIONAL MODERN WORLD POST-MODERN WORLD

For better living.

Taste Care Well-being

Always better solutions to care for your favorite garments

From our beginning in Sweden in 1919,

shape our experiences

Our unique Swedish Values

2. For better living. From Sweden.

3. Link to the outdoors

4. Our natural color palette

With decades of expertise in supporting

4. Our natural color palette

5. Human-centric, efficient design

7. Our tone of voice

Our vision is to give consumers the

Sustainability helps us communicate

communicate Ingredients always within We are committed to

Our visual identity. Whether using a P

more natural secondary color palette,

or leveraging nature, natural light and – Brand strapline 2.

materials. We communicate a feeling of

to live a more sustainable life.

Material Woods (light to medium dark) Stones Woods

Claims At a brand level we use A century of expertise Better Living claims

A brand personality is the articulation of the

We are experts in our field. Leveraging a century of professional

With our eyes firmly on the future, we have an intrinsic sense of

We have created a set of qualifying

We are NOT introspective or pensive

We ARE smart, forward-thinking, and

We are NOT aloof or patronizing

We ARE optimistic, proactive, and

We are NOT restless or self-righteous

electrolux.co.uk Register a product Find a dealer Login

Taste Care Well-Being Sustainability Search

Thoughtful Thoughtful Thoughtful

Savvy Savvy Savvy

Spirited Spirited Spirited

element of every Electrolux

Use of natural materials

Materials not only soften and humanize

Use of natural materials

We use strong directional light to create

It gives us a distinctive and ownable

Inspired by the Swedish outdoors, they

Pure Eco System

Our logo and brand symbol

Pure Eco System

Photographic style Sans

imagery is at the center of our

Layouts and graphics

• Always consider the strategic

Electrolux logo meaning and history

The 2015 symbol Electrolux

1990 2011 2015

based on its application. Kitchen Laundry Accessories Support Search

2. Print & digital

• Always consider the strategic

Used for product branding.

1 Do not use against backgrounds

2 Do not apply a black logo

3 Do not apply the blue logo to

5 Do not use the floral pattern;

7 Do not create new versions of the

8 Do not apply filters or effects to the

9 Do not use the logo at