Vodafone brand guidelines

1 Brand strategy
2 Identity basics

Version 2011 Rev 2

Contents
Contents

1 Brand strategy 2.5 Colour 2.8 Imagery

2.5.1 Red 2.8.1 Imagery overview
1.1 One brand
2.5.2 Primary colours 2.8.2 Imagery range
1.2 Benefits of the monobrand approach 2.5.3 Secondary colours 2.8.3 Imagery principles
1.3 Monobrand and products and services 2.5.4 Extending the colours 2.8.4 Illustration – what to do
2.5.5 Primary branded surfaces 2.8.5 Illustration – what to avoid
1.4 Monobrand summary
2.5.6 Secondary branded surfaces 2.8.6 Photography techniques
1.5 Our brand framework 2.5.7 Business communications 2.8.7 Telling a story
1.6 The Vodafone Way 2.5.8 Colour – what to avoid 2.8.8 Photography – what to avoid
2.6 Typeface 2.8.9 Product photography
2 Identity basics 2.6.1 Typefaces 2.9 Identity resources
2.1 Design principles 2.6.2 Colour and type 2.9.1 Icon variants
2.6.3 Type – what to avoid 2.9.2 Logo variants
2.2 Overview
2.7 Brand device 2.9.3 Endline variants
2.3 The elements
2.7.1 What is the brand device?
2.4 Brand assets 2.7.2 Using the brand device Further support…
2.4.1 Icon 2.7.3 Choosing your format
2.4.2 When to use the icon 2.7.4 Icon size
2.4.3 Icon – what to avoid 2.7.5 Connecting the boxes
2.4.4 Icon with descriptors 2.7.6 Position the brand device
2.4.5 Icon with descriptors – size and positioning 2.7.7 Adding content
2.4.6 Logo 2.7.8 Fast display
2.4.7 Horizontal logo 2.7.9 Slow display
2.4.8 Logo – what to avoid 2.7.10 Hand-held
2.4.9 Vodafone naming – what to avoid 2.7.11 Small, tall and wide formats
2.4.10 The endline 2.7.12 Non-rectangular formats Guidelines help
2.4.11 Using the endline 2.7.13 Brand device – what to avoid This is just two sections of the Vodafone
2.4.12 The endline – what to avoid Brand Guidelines. For any other sections
about the brand, please refer to our brand
site vodafonebrand.com.

Contents
Vodafone brand guidelines

1 Brand strategy

Contents Brand strategy

1.1 One brand

Our brand strategy is about

building a strong, coherent brand
globally: one brand, united behind
a single idea. We refer to this as a
monobrand strategy.

It is one of the most powerful approaches for building

a global brand because all of your resources can be
focused on building the one brand. This consolidated
approach avoids having to spread effort and resource
across building and supporting a number of brands
and sub-brands.

It relies on the brand having an extremely broad

level of appeal as it needs to be relevant to many
different types of audience across consumer and
business segments.

Contents Brand strategy Brand strategy / One brand / 1.1

1.2 Benefits of the monobrand approach

At its most simple a monobrand Effectiveness Awareness Understanding Clarity Efficiency

Greater effectiveness through Easier to build brand Better understanding of the Easier for customers to More efficient use of our
is about making our brand easy strategically focusing efforts awareness and preference brand and what it stands for identify and navigate our people, our time and our
to recognise, easy to understand on building the equity of in new and existing markets. – internally and externally. products and services in a budgets by focusing all
the Vodafone brand. consistent way. marketing on one brand
and easy to interact with. rather creating and
supporting multiple
sub-brands.
A monobrand simplifies things for consumers in
terms of making Vodafone an easy choice, and
strengthens the impact of our visibility and
recognition wherever we operate in the world.

This will help us to grow some of the important

measures of success we have in place for the brand
in terms of admiration, attraction and stature.

Master brand

Products & Services

Contents Brand strategy Brand strategy / Benefits of the monobrand approach / 1.2
1.3 Monobrand and products and services

It is always the Vodafone brand

that is the driver of choice for
the consumer.
Whatever the product, we want people to know:
it’s from Vodafone, it must be good.
Do
• Always prefix any names with Vodafone eg Vodafone
Mobile Broadband
• Always use core brand identity elements in appropriate
communications channels [Example 1]
Don’t
• Don’t use a name that is associative or abstract
(see naming policy guidelines) eg Vodafone Auroris
• Don’t create a separate logo or wordmark
for the product/service offer [Example 3]

Our approach to naming our specific individual
products and services is to keep things as descriptive
and easy to understand as possible. It should be
clear from the name what the product/service is
and what it does. Names are there to support and
signpost the master brand.
Refer to section 2.4.9 in the Identity basics PDF
available at vodafonebrand.com for more detailed
information.
• Create distinction through the communications of the
offer rather than through an identity [Example 2]
• If unsure, check with the brand team
• Don’t use ‘Voda’ as part of a product name eg Vodabiz
• Don’t use ‘V’ as part of a product name. We prefix all
our names with ‘Vodafone’ to ensure our products,
services and propositions are always associated with
the Vodafone brand and benefit from the brand
• Don’t create a brand out of your team or department
name [Example 4]

climate
1. Packaging example 3. Logo example

vodafoneglobalbrandteam
Work free with
Mobile Broadband
vodafone.ie/mobile

4. Department brand example

2. Communications example

Contents Brand strategy Brand strategy / Monobrand products and services / 1.3
1.4 Monobrand summary
This comparison of brand
structures helps to clarify
the key differences of a
monobrand approach.
Contents Brand strategy
Global monobrands
These are all successful global brands that
follow the monobrand approach. One brand
and one common identity for everything they
do. These brands tend to have a big powerful
idea at their heart.
Sub-branded businesses*
Virgin is a model that operates through a collection
of Virgin branded businesses. This model works
because of the diversity of segments Virgin
chooses to operate within.
* While these approaches are appropriate for some
Brand portfolio*
Intercontinental Hotels Group (IHG) is a business
which has a portfolio of standalone brands to build
and support. This approach is used when you are
trying to appeal specifically to different audience
segments or have different price positionings.
companies, Vodafone follows a strict monobrand
strategy to direct all of our brand equity towards
one brand: ‘Vodafone’.
Brand strategy / Monobrand summary / 1.4
1.5 Our brand framework

Our brand framework shows how

we make our brand stand out.

Our promise
It explains our brand strategy and shows how
we bring it to life in everything we do. It’s how we
express ourselves and it’s the promise we make
to our customers, now and in the future.

Our aim and role Inspiring confidence by

being an empowering expert

Our personality
Professional Passionate Playful Personable

Our difference
More Unmatched Always
confidently customer competitive
connected experience value

Contents Brand strategy Brand strategy / Our brand framework / 1.5

1.6 The Vodafone Way

The Vodafone Way is our company

culture. It’s how we work to fulfil our
ambitions and give our customers
the best experience we can. What customers
Admiration
feel…
It describes the things we need to focus on every single
day, every time we communicate with colleagues and
partners, suppliers and customers. We value intelligent,
quick decisions and actions. We avoid making anything
more complicated than it needs to be. We strive to earn
the highest levels of trust from everyone we work with.
Because we operate in more markets than any of our
competitors, we can give our customers both amazing
innovations and incredible value. How customers Customer Innovation Ambitious and One company,
see us… focused hungry competitive with local roots

Because we
work with… Speed Simplicity Trust

Contents Brand strategy Brand strategy / The Vodafone Way / 1.6

Vodafone brand guidelines

2 Identity basics

Contents Identity basics

2.1 Design principles

Our visual identity has five core

design principles. They are the Positive emotion
basis for everything we design, natural & optimistic Notably Vodafone
confident use of red
from packaging and point of sale
to communications and hardware.

Our design principles are:

• Include positive emotion.

• Use red confidently.

• Be familiar, be trusted.

• Do more by doing less.

• Use simple, clever ideas.

You don’t need to apply all five elements to

Familiar & trusted
consistently Vodafone
every single design, though, so decide which
aspects will be the best fit for what you’re doing.
Less is more
When we apply these principles well, we can create simplicity & focus
timeless designs. And that matters because while
other brands are shouting louder and becoming
visually noisier, we can stand out by confidently
expressing our core essence.

We’re in a competitive category. It’s hard to

stand out through our core product, so having
a consistent visual identity can engage people
and keep our offering fresh and relevant.
A ‘smile in the mind’
a simple clever idea

Contents Identity basics Identity basics / Design principles / 2.1

2.2 Overview

These are the elements we use to help people recognise us.

Click on an element to see the details.

The Vodafone
brand device
A key part of our identity

Icon Logo Endline Brand device

Our typefaces
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789

Colour Typefaces Imagery – Illustration Imagery – Photography

Contents Identity basics Identity basics / Overview / 2.2

2.3 The elements

These elements are essential Brand device Imagery

parts of our applications.

Click on an element to see the details.

Icon Top up and get

extra happiness
Typefaces
Brand voice Get 10% extra every time you top
up your Vodafone mobile phone
vodafone.co.uk/topup
Endline

Contents Identity basics Identity basics / The elements / 2.3

2.4 Brand assets

This is our icon.

It’s one of the most
recognised marks
in the world, and
we are proud of it.

Contents Identity basics Identity basics / Brand assets / 2.4

2.4.1 Icon

Wherever customers see our ¼ icon

icon we want them to feel a

connection with us.
¼ icon

Clearspace
The icon has a clearspace of ¼ the width of the icon
around it – avoid placing graphic elements within
this area.

Exceptions
When the icon is part of a visual – the hero of the
composition – graphic elements can be placed
within this area.

The icon should only appear on a

colour from the primary palette.

For 3rd party communications, we do allow icon

Width of icon placement directly onto and image or colour not
part of the primary palette. Further guidance can
be found in: the Co-branding PDF available at
Icon variants
vodafonebrand.com.
You can find a full catalogue of icons here.

Contents Identity basics Identity basics / Brand assets / Icon / 2.4.1

2.4.2 When to use the icon
To help realise our ambition to
become an iconic brand, we’re
increasingly using our icon
rather than the logo (icon with
wordmark). This chart shows
the channels and touch-points
for each.
Note that the rules on the use
of Icon and logo apply to all
Local Markets, except Vodacom
in South Africa. If you’re not sure,
check with the brand enquiries
helpline.
Contents Identity basics
Logo Either Separated Icon
• Retail store signage * • Retail interiors • Packaging** • TV (endframe)
• External events • Co-branding • Online advertising • Outdoor (in brand device)
• Sponsorship events • Vodafone environments
** Icon on product or top panel of pack,
• Print (in brand device)
• Third party retailer comms • Merchandise wordmark on the bottom right of front
panel of pack
• Vodafone websites
Start up screen mobile device • Direct mail • Email signatures
•
• Reseller / affiliate comms • Tactical & direct-response ads
• POS / in store
* W ith approval from Global Brand, • Bill inserts
icon-only may be used in flagship Retail
• Office signage
• Product hardware
• SIM cards
• Device interface
• Graphic user interface
Identity basics / Brand assets / When to use the icon / 2.4.2
2.4.3 Icon – what to avoid

Do not use the icon on a background that isn’t part Don’t warp or scale elements of the icon. Don’t remove elements of the icon or change its Don’t change the colour of the icon in any way.
of the primary palette (except for 3rd party-led appearance in any way.
communications).

Official
A Vodafone 3G Vodafone
presentation Partner

Do not use the icon tinted or knocked back in a Don’t place items over the icon. Do observe the clearspace around the icon. Do not rotate the icon.
background, or use it cropped.

Contents Identity basics Identity basics / Brand assets / Icon – what to avoid / 2.4.3
2.4.4 Icon with descriptors

Descriptors are the phrases that

clarify our role in a particular Vodafone
proposition. We only need to use Vodafone Premium
them when our role is ambiguous.
Foundation Data Partner
The icon with descriptor can be used in:
• 3rd party environments

• Ingredient co-branded advertising

• Ingredient co-branded packaging

• To describe a 3rd party relationship Examples

• In CSR initiatives related to the Foundation (eg
New Technologies in muster itc
World of Difference – however this is optional) Emergencies and Conflicts Strapline would go here

HeyApp!
The Role of Information
and Social Networks

Product descriptors Vodafone

Wifi zone
Enabled by
Vodafone

In 3rd party co-branded environments, please refer Mustermann GmbH | Mustersraße 00 | 12345 Mustersraße
T: 0000-12 34 56 | F: 0000-12 34 56 | E: mustermann@muster.de
Vodafone
BusinessPartner
Gold
Brought
to you by
Vodafone

to section 8.6.4 in the Co-branding PDF available at

vodafonebrand.com for further information on CSR initiatives Describing a 3rd Ingredient Ingredient 3rd party 3rd party
product descriptors. related to the party relationship co-branded co-branded environments applications
Foundation advertising packaging
These include:
Brought to you by Vodafone
Connected by Vodafone
Enabled by Vodafone
Sponsored by Vodafone

Contents Identity basics Identity basics / Brand assets / Icon with descriptors / 2.4.4
Protecting the icon
A rule is used to help clearly define a relationship
between icon and descriptor. This rule is equal to
the height of the icon and is coloured red or white
depending on backgrounds. The rule is positioned
¼ of width of the icon away from the icon.
Two lines Colourways
Descriptors work best coloured either red or warm
grey medium, however they can be coloured to suit
a level of accrediation (eg silver/gold/platinium).
Vodafone icon
A red containing box should be used to add a greater

Service
Vodafone presence and to maintain visibility in
busy situations. A red containing box should be
Descriptors used in all co-branding situations.
Be short and to the point. Descriptors should only
In instances where it is not possible to use the red
be two or three lines long.
¼ ¼ Maximum width = 2 icons containing box a white containing box may be used.
• Descriptors should appear to the right of the
icon and ranged left
Three lines Vodafone
• Set in Vodafone bold and in sentence case Service
(where appropriate words can be capitalized)

• Leading is set solid (ie type size = leading size) Vodafone Vodafone
• Always include ‘Vodafone’ within the descriptor
three line Height
of icon
Service

service title p Vodafone

Service
¼ ¼ Maximum width = 2 icons

Vodafone
Service
Product descriptor templates
Two line and three line templates can be
downloaded here.

Contents Identity basics Identity basics / Brand assets / Icon with descriptors / 2.4.4
2.4.5 Icon with descriptors – size and positioning

Clearspace Sizing Positioning Image backgrounds

Ensure a minimum clearspace of ¼ the width Where possible, the icon should be sized at The icon with descriptor should be positioned ¾ For better clarity on photographic backgrounds use
of an icon around the icon and descriptor. the diagonal of the document and positioned width of icon away from the corner in the top left. a red box to contain the icon and descriptor. This box
in the top right hand corner. Where space is minimal, observe a minimum of should be equal to the clearspace and anchored to
the clearspace around the icon. the top of the document.

¼ Vodafone
Vodafone
Service
Service
¾ icon
Vodafone
Service Vodafone
¼
¾ Service
¼ icon ¼
l
na
go
d ia

Document
n=
I co

title
Subhead title

Vodafone
Service Do not use the icon with descriptor in a
brand device.

Vodafone
Service

Understanding
How do young adults in Britain
seek help

Contents Identity basics Identity basics / Brand assets / Icon with descriptors – size and positioning / 2.4.5
2.4.6 Logo

Width of icon ½ icon

Our logo is made up of two
elements – the icon and the
wordmark. The logo should
only ever appear on a flat
white or red background.

Clearspace Icon
A clearspace of ½ the icon should be kept around
the logo at all times.

Wordmark

½ icon

The logo should only appear on a

½ icon colour from the primary palette.

For 3rd party communications, we

do allow icon placement directly
onto and image or colour not part
of the primary palette. Further
guidance can be found in: the
Logo variants Co-branding PDF available at
You can find a full catalogue of logos vodafonebrand.com.
for various applications here.

Contents Identity basics Identity basics / Brand assets / Logo / 2.4.6

2.4.7 Horizontal logo

Width of icon ½ Icon

When you’re short of space –
like on handset screens, retail
signage and hoardings – you ½ Icon
can use a horizontal version of
the logo.

Clearspace
A clearspace of ½ the icon should be kept around
the logo at all times.

½ Icon

½ Icon

Logo variants
You can find a full catalogue of logos
for various applications here.

Contents Identity basics Identity basics / Brand assets / Horizontal logo / 2.4.7
2.4.8 Logo – what to avoid

Do not change the icon and wordmark lockup. Do not re-size elements in the logo. Do not rotate the logo or icon . Do not change the colour of the wordmark or
elements of the icon.

vodafone
Do not use the logo on a background that isn’t part Do not place the logo on top of an image (except for Do not add effects to the side of the wordmark. Do not try to recreate the icon or the wordmark
of the primary palette (except for 3rd party-led 3rd party-led communications). using the Vodafone font. The wordmark is a graphic
communications). and not the same as the Vodafone font.

Contents Identity basics Identity basics / Brand assets / Logo – what to avoid / 2.4.8
2.4.9 Vodafone naming – what to avoid

:life climate

Do not split the elements of the wordmark. Do not use ‘voda’ or ‘fone’ as seperate prefix or suffix Do not use the Vodafone wordmark as a basis to Do not lock graphic elements up to the wordmark,
to other words or compound words. create other new words or sub-brands. or parts of the wordmark to create sub-brands.

Call 121 for great Voda-

Voda-style: hot tips fone offers that fit you vodafone
Do not use the suffix ‘V’ to create sub-brands related Do not hyphenate parts of the word Vodafone in Do not allow the word Vodafone to split and run over Do not try to recreate the wordmark by simply typing
to Vodafone. headlines or any other communication. more than one line. ‘vodafone’ in the Vodafone typeface. Always use the
correct artwork from vodafonebrand.com.

Contents Identity basics Identity basics / Brand assets / Vodafone naming – what to avoid / 2.4.9
2.4.10 The endline

x-height x-height
The ‘power to you’ graphic
typemark is our endline.
x-height
We always use it in the brand device. But use it
sparingly otherwise – it doesn’t add anything to
functional communications like web pages or bills.

It’s not a typeface, it’s a unique graphic typemark.

This means you can’t create ‘power to you’ from type. x-height

Clearspace
A clearspace of the x-height of the characters should
be kept around the endline at all times. The x-height
is measured from the bottom of the ‘o’ in ‘to’ to the
highest point of the bar across the ‘t’.

Endline variants
All the endline artwork can be found here.

Contents Identity basics Identity basics / Brand assets / The endline / 2.4.10
2.4.11 Using the endline

This table should help you Touchpoint ‘power to you’ Touchpoint ‘power to you’
determine where you can use
Above the line Web / app
the endline in communications.
Tv & cinema Yes (TV endframe) Vodafone websites No
Radio Yes (spoken) Banner ads on 3rd party websites Yes (digital endframe)
Ooh Social networking (blogs, forums) No
If there is a question against an 96/48/16/12/4 sheet Yes (in brand device) Intranet No

item, please contact the Global Panels (escalator, bus sides & backs, taxi seat, metro) Yes Apps and software (handset & pc)
Wraps (bus, taxi, other vehicle) Yes Widgets No
Brand team for futher advice. Digital ooh Yes (TV endframe) Splash screens No
Ambient media Optional Apps No
Always include the ‘power to you’ endline Press Gui No
when you’re using the brand device. Magazines & newspapers Yes (in brand device)
Leaflets (inserts in newspapers/magazines) Yes Other
Packaging
Below the line Box No
Brochures Yes User guide / quick start guide No
Direct mail Bills No
Leaflets (door drop) Yes Payslips No
Leaflets (in store) Yes Id cards No
Leaflets (bill inserts) Yes Internal comms (Newsletter) No
Merchandise / marketing aids (Umbrellas, hats, pens) No Ppt, Word docs, letterheads, comp slips No
Exhibition panels Yes Livery No
Pr No Retail uniform No
Btl literature (Tarrif info booklet) No Retail / pos
Digital direct marketing Window No
Direct email Optional Wallpaper No
Brand variants
Sms / mms / alerts No Posters (all formats) Yes
Guidelines on sizing and positioning
Digital retail Yes (TV endframe)
the endline within the brand device
can be found in section 2.7.7.

Contents Identity basics Identity basics / Brand assets / Using the endline / 2.4.11
2.4.12 The endline – what to avoid

Stay on top
with Vodafone
power to you

Do not recreate the endline in type – it is a Do not re-write or create your own version of Do not stack or rearrange the words in any way. Do not change the colour of the endline, or use it on
graphic element. the endline. a background that isn’t red or white.

Vitatusam etur aspe

dia esendiscium delenecum sape earum
eum eribus quo et, id quamusdam fugit
resenis exerruptat.

Do not place the endline graphic within text. Do not stretch or warp the endline. Do not add any effects. Do not place the endline above or below the logo
or icon.

Contents Identity basics Identity basics / Brand assets / The endline – what to avoid / 2.4.12
2.5 Colour

Be bold.
Our colour palette’s
versatility lets us be
human and dependable
one minute, purposeful
and inspiring the next.

Contents Identity basics Identity basics / Colour / 2.5

2.5.1 Red

Accentuate our red

Vodafone is red. It’s our hero colour and a beacon
for the brand.

The use of red, together with a considered and

restricted use of secondary colours, strongly
reinforces our brand and aids recognition of
our communications.

Contents Identity basics Identity basics / Colour / Red / 2.5.1

2.5.2 Primary colours

Our primary colour palette Warm grey medium White Black

Vodafone red
should be the strongest
impression of our brand. Pantone® 485 Pantone® warm grey 5 CMYK 0 0 0 0 CMYK 0 0 0 100
It should lead communications, CMYK 0 100 100 0 CMYK 10 10 20 40 RGB 255 255 255 RGB 0 0 0
being supported by the RGB 230 0 0 RGB 174 167 159 # FFFFFF # 000000
# E60000 # AEA79F
secondary and extended palettes.

Top up and get

extra happiness
Get 10% extra every time you top
up your Vodafone mobile phone
vodafone.co.uk/topup

The colours shown on this page and throughout these guidelines have not been evaluated
by Pantone Inc. For accuracy and may not match the PANTONE® Color formula standards.
for accurate standards, refer to the current edition of the PANTONE® Color formula guide.
PANTONE® is a registered trademark of Pantone Inc.

Contents Identity basics Identity basics / Colour / Primary colours / 2.5.2

2.5.3 Secondary colours

Our secondary colours support

Red violet Aubergine Aqua blue Turquoise
the primary palette and help
bring life and vibrancy to our Pantone® 253 Pantone® 511 Pantone® 3125 Pantone® 3145
communications. CMYK 50 90 0 0 CMYK 75 100 45 10 CMYK 83 0 25 0 CMYK 100 5 40 20
RGB 156 42 160 RGB 94 39 80 RGB 0 176 202 RGB 0 124 146
Exercise caution when using colours that are similar
# 9C2AA0 # 5E2750 # 00B0CA # 007C92
to those used by competitors in your market.

Spring green Lemon yellow Fresh orange

Pantone® 583 Pantone® 116 Pantone® 137

CMYK 30 0 100 17 CMYK 0 20 100 0 CMYK 0 45 100 0
RGB 168 180 0 RGB 254 203 0 RGB 235 151 0
# A8B400 # FECB00 # EB9700

The colours shown on this page and throughout these guidelines have not been evaluated
by Pantone Inc. For accuracy and may not match the PANTONE® Color formula standards.
for accurate standards, refer to the current edition of the PANTONE® Color formula guide.
PANTONE® is a registered trademark of Pantone Inc.

Contents Identity basics Identity basics / Colour / Secondary colours / 2.5.3

2.5.4 Extending the colours

Sometimes our primary and secondary palettes won’t give you a big
enough spectrum of colours to work with. That’s why we’ve created
an extended range of colours, developed from our secondary palette.

Exercise caution when using colours that are similar

to those used by competitors in your market.

Warm grey dark Red violet dark Aubergine dark Aqua blue dark Turquoise dark Spring green dark Lemon yellow dark Fresh orange dark

Pantone® warm grey 9 Pantone® 255 Pantone® 5115 Pantone® 3135 Pantone® 3155 Pantone® 582 Pantone® 117 Pantone® 1385
CMYK 15 15 30 60 CMYK 55 95 0 30 CMYK 50 90 20 75 CMYK 100 0 25 15 CMYK 100 10 35 45 CMYK 25 5 100 50 CMYK 5 30 100 20 CMYK 0 60 100 5
RGB 130 120 111 RGB 110 44 107 RGB 65 35 57 RGB 0 144 174 RGB 0 103 120 RGB 135 136 0 RGB 199 153 0 RGB 212 118 0
# 82786F # 6E2C6B # 412339 # 0090AE # 006778 # 878800 # C79900 # D47600

Black White Warm grey medium Vodafone red Red violet Aubergine Aqua blue Turquoise Spring green Lemon yellow Fresh orange

CMYK 0 0 0 100 CMYK 0 0 0 0 Pantone® warm grey 5 Pantone® 485 Pantone® 253 Pantone® 511 Pantone® 3125 Pantone® 3145 Pantone® 583 Pantone® 116 Pantone® 137
RGB 0 0 0 RGB 255 255 255 CMYK 10 10 20 40 CMYK 0 100 100 0 CMYK 50 90 0 0 CMYK 75 100 45 10 CMYK 83 0 25 0 CMYK 100 5 40 20 CMYK 30 0 100 17 CMYK 0 20 100 0 CMYK 0 45 100 0
# 000000 # FFFFFF RGB 174 167 159 RGB 230 0 0 RGB 156 42 160 RGB 94 39 80 RGB 0 176 202 RGB 0 124 146 RGB 168 180 0 RGB 254 203 0 RGB 235 151 0
# AEA79F # E60000 # 9C2AA0 # 5E2750 # 00B0CA # 007C92 # A8B400 # FECB00 # EB9700

Warm grey Red violet light Aubergine light Aqua blue light Turquoise light Spring green light Lemon yellow light Fresh orange light

Pantone® warm grey 1 Pantone® 250 Pantone® 263 Pantone® 304 Pantone® 3248 Pantone® 585 Pantone® 100 Pantone® 134
CMYK 0 0 5 16 CMYK 10 30 0 0 CMYK 10 15 0 0 CMYK 35 0 10 0 CMYK 50 0 25 0 CMYK 15 0 60 0 CMYK 0 0 60 0 CMYK 0 15 60 0
RGB 232 226 221 RGB 231 193 227 RGB 219 207 233 RGB 161 222 233 RGB 140 220 210 RGB 218 223 113 RGB 243 236 122 RGB 251 212 118
# E8E2DD # E7C1E3 # DBCFE9 # A1DEE9 # 8CDCD2 # DADF71 # F3EC7A # FBD476

The colours shown on this page and throughout these guidelines have not been evaluated
by Pantone Inc. For accuracy and may not match the PANTONE® Color formula standards.
for accurate standards, refer to the current edition of the PANTONE® Color formula guide.
PANTONE® is a registered trademark of Pantone Inc.
= Core primary and
secondary palette

Contents Identity basics Identity basics / Colour / Extending the colours / 2.5.4
2.5.5 Primary branded surfaces

These are the first points of

communication to a customer, so Top up and get
extra happiness
it’s important that our brand feels Get 10% extra every time you top
up your Vodafone mobile phone

strong and recognisable. There vodafone.co.uk/topup

must be a strong prescence of red

supported by black, grey and white.
Where the secondary palette is
used it should be in a way that
accentuates the red.

Touchpoints:
Above-the-line print and Website homepage
Television Sponsorship livery Be free to work
where you want
Retail fascias Trade-fair stands Try superfast broadband from Vodafone

Magazine mastheads vodafone.ie/mobile

Contents Identity basics Identity basics / Colour / Primary branded surfaces / 2.5.5
2.5.6 Secondary branded surfaces

Once the customer has entered

a Vodafone environment or
conversation, we use the
secondary palette to add vibrancy
and life, and to accentuate the red.
Always balance the secondary
colours with white so things don’t
look too busy and cluttered, and
never lose the prescence of red.

Touchpoints:
Inside brochures Packaging
Inside magazines Point of sale
Level-2 website content Direct response
Email billing Internal engagement
Retail environments

Contents Identity basics Identity basics / Colour / Secondary branded surfaces / 2.5.6
2.5.7 Business communications

For business communications,

stick to a more mature, warm
and muted spectrum of colours.
Use warm grey, aubergine and
turquoise dark more, using the
secondary colours just as
highlights to add a bit of vibrancy.

Touchpoints:
Business environments
Business brochures

Contents Identity basics Identity basics / Colour / Business communications / 2.5.7

2.5.8 Colour – what to avoid

Superfast internet
always on the go
Smaller bills for your There are many ways to work
Smaller bills for your Smaller bills for your growing business smarter for less with Vodafone
vodafone.com/business
growing business growing business Work smarter for less with Vodafone
vodafone.com/business Model No.

Work smarter for less with Vodafone Work smarter for less with Vodafone
vodafone.com/business vodafone.com/business

Do not change the colour of the brand device. Do not use secondary colours in type within Do make sure that the brand device stands out Do not allow red to bleed from the brand device into
the brand device. on photography or illustration. the illustration.

Do not use colours all of a similar tone. Use contrast. Do make red the hero. Do not use too many colours at once. Be selective Do not use all the secondary colours in
and restrictive. equal amounts.

Contents Identity basics Identity basics / Colour / Colour – what to avoid / 2.5.8
2.6 Typeface

Our typeface is
exclusive to Vodafone.
Treat it with respect
and let it make our
message clear.

Contents Identity basics Identity basics / Typeface / 2.6

2.6.1 Typefaces

Our typeface is designed exclusively

for Vodafone communications. Its
name is ‘Vodafone’. We have four
Vodafone light
Vodafone regular
different weights – light, regular,
bold and extra bold.

Vodafone bold
•  se Vodafone regular and bold for headlines,
U
subheadings and body copy

• Use Vodafone light or regular for small print

• Keep the number of different sizes to a minimum

Vodafone extra bold

Arial regular
Online
•  se Vodafone regular (28px on 29px leading)
U
for the text box in the hero space

• Use Arial regular and bold for all other live text
Arial bold
Typefaces
Vodafone typefaces can be downloaded here.

Contents Identity basics Identity basics / Typeface / Typefaces / 2.6.1

2.6.2 Colour and type

Primary branded surfaces All other applications

On primary branded surfaces (above the line, In all other applications, you can use the
brochure and magazine covers, stationery and secondary colour palette. Coloured text is
website homepages), use type in colours from our best suited to headlines and headings.
primary palette: red, grey or black on a white
background, or reversed out of a red background.

Use colour
to bring
Have

FUN
Call 121 for Vodafone emphasis
to your
offers that fit you best writing

vodafone.in
with colour
Hendanda ne voluptat volestotas id quideliquid
molorerfero et, estiat velici dempos sant apero
officil lignis simagnis quasim quis volupta estibus
quam int ad molore solorit ilitae voluptaque reper
ovit quis dissecae. Magnam iusdae volores cimolen
tiistem olorati cori cum expernatium ullicitatium fuga.

Magazine
July 2010
UEFA Champions League
Be at the Final in Athens

Vodafone Family
Unlimited calls between
four people

Pay as you talk

Free calls and texts all weekend

Formula One
We meet Lewis Hamilton

Type placed Type placed

on a coloured on a white
background background Small type on a red
background should
always be white.

Contents Identity basics Identity basics / Typeface / Colour and type / 2.6.2
2.6.3 Type – what to avoid

Pay as you go

Vodafone
pay as you go
Don’t
Already with us?
your
Type should
Upgrade and keep your existing number
and no minimum top up required Contents

More value and choice, to suit the way you use your phone.
vodafone
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You’ll start on our great value, Choose one of 3 easy ways Choose great value extras
straightforward price plan. to get more from your TopUp. to suit you. Whether you’re after a new phone, a better The fastest, most powerful iPhone yet.
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Freedom Packs
£10 pack 300 standard UK texts + 100 minutes from UK
to UK (01, 02, 03) number and mobiles
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International. It covers calls to standard landlines and mobiles in any
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Mobile internet – 50p a day (25MB UK usage)
A one minute minimum call charge applies to all voice calls, Voicemail,
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or distort
to UK (01, 02, 03) number and mobiles
Call free 36888 or text INTERNATIONAL
£20 pack 3000 standard UK texts + 300 minutes from UK
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For a list of Vodafone Passport countries, visit vodafone.co.uk/passport
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Unlimited standard UK texts with Text Unlimited
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With Vodafone Passport you can take your home price plan abroad
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Call free 2345 For even more pay as you with Vodafone.
Spend your rewards on TopUp, or a new phone. The more
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Text BONUSBANK to 2345 to opt in or visit Talk for 60 minutes per call and text for free, all weekend, when you
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visit vodafone.co.uk/payg sensational Vodafone 360 Samsung M1 and H1.
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18 Pay as you go January/February 2010 Call free on 08080 044 479 or visit vodafone.co.uk/magazine 19
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Top touch screens from just £15

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Em voloribus Call free on 08080 044 479 or visit vodafone.co.uk/magazine 3

way up
Dolorae ped modit fugit opti
Don’t USE Don’t justify text. Don’t justify text. Don’t
UPPERCASE

right
Stay
quis rest peles consequo justify text. Don’t justify text. Don’t justify.

the
issimus.
TYPE Don’t align text over to the right. Don’t
align text over to the right.
Quo iligent ma
Do not use too many colours and weights at once. Do not use all uppercase. Do not justify text. Do not set type vertically.

Contents Identity basics Identity basics / Typeface / Type – what to avoid / 2.6.3
2.7 Brand device

Our brand device is a

distinctive recognisable
space for clear and
bold messages.

Contents Identity basics Identity basics / Brand device / 2.7

2.7.1 What is the brand device?

Our brand device, also known as

the tetris, is a distinctive part of
our brand identity. Call 121 for Vodafone
offers that fit you best
We are no longer using the Vodafone
word mark in the tetris. Instead, we are vodafone.in

applying a larger, more confident use

of our icon. But we will always include
the word ‘Vodafone’ in the headline,
Smaller bills for your
subheading or product descriptor. growing business
Top up and get Work smarter for less with Vodafone

extra happiness vodafone.com/business

DO use it for:
Get 10% extra every time you top
ATL communications (print and OOH) up your Vodafone mobile phone

DON’T use it for:

TV advertising
Vodafone websites
Digital banner ads
Packaging
Stationery
Microsoft® Word® documents
Microsoft® PowerPoint® templates vodafone.co.uk
Magazine covers
Merchandise
Small items

Contents Identity basics Identity basics / Brand device / What is the brand device? / 2.7.1
2.7.2 Using the brand device

Using the brand device is easy:

Choose Create the Position Place

your format brand device the device the content

1. Fast display Create the brand Once you’ve created And finish by placing
2. Slow display device from two the brand device, your content inside.
3. Hand-held parts: the icon box place it into your
and the content box. communication.

And that’s it!

Contents Identity basics Identity basics / Brand device / Using the brand device / 2.7.2
2.7.3 Choosing your format

The type of communication

you’re producing will decide the
format you use. This will affect
what sort of content you use
and what size to set the text.

Choose from one of these

formats:

Fast display Slow display Hand-held

Large displays which people only see quickly A fixed display where the viewer Anything the viewer can hold
from a distance or a moving vehicle. has more time to read. and read at their own pace.

• L arge outdoor advertising • In-store posters • Magazines

(larger than 6 sheet) • Bus stop advertising • Ads
• 4 sheet posters • Newspapers
• Flyers/leaflets

Contents Identity basics Identity basics / Brand device / Choosing your format / 2.7.3
2.7.4 Icon size

To create the brand device, start by working out Small size formats
what size to make the icon. On formats that are A6 (105.5mm x 148.5mm) or
below, the icon width should be sized at of
The icon width should be equivalent to of the the page diagonal.
diagonal dimension of the page. These are the
common standard sizes: Icon width

Document Diagonal measurement Icon width

l
na
go
A5 257 17

d ia
A4 363 24

n=
l
na

I co
A3 514 34

go
d ia
A2 727 49

15
1
n=
A1 1029 69

I co
A0 1456 97
Sizes are mm
Extra wide or tall formats
Once you have sized the icon, set the icon On formats where one edge is more than 3 times
clearspace. You can find more details in section 2.4.1. greater than the shorter edge, the icon width
should be sized at of the page diagonal.

al
¼ icon diagon
Icon =

¼ icon

Small and extra wide formats

Width of icon More detailed guidance can be found
in section 2.7.11

Contents Identity basics Identity basics / Brand device / Icon size / 2.7.4
2.7.5 Connecting the boxes

Once you know your icon box Maximum height of the content box Maximum width of the content box

size, you can add the content box.

The size and shape of the content box can vary

within certain parameters, depending on how
much content space you need.

Icon box Content box Ideal minimum height of the content box Minimum width of the content box

Icon

Exceptional minimum height of the content box

If you don't have enough content to reach a minimum
height of two icon boxes, then you may use a smaller
content box. However, it must be more than one icon box
high and you must place the icon box in a way that
maintains the tetris shape.

Contents Identity basics Identity basics / Brand device / Connecting the boxes / 2.7.5
2.7.6 Position the brand device

Keep the brand device clear and

make sure it’s prominent enough.

Minimum distance
Keep a space equal to at least the width of the icon
between the content box and the edge of the page. Width of icon Width of icon

Positioning on the page

There are different ways to position the brand
device on the page depending on your layout and
background imagery. When you’ve chosen where to
place the brand device, you might need to reconfigure
how the icon and content boxes connect.

The ideal positioning puts the icon in the strongest

spot on the page – high up in the ad and in a
configuration where the eye views it before the
rest of the content (as shown in options 1–3).

However, if you’re designing a right-hand page print ad,

you might choose to put the icon on the right edge of
the page (options 4 & 5).

Option 1 Option 2 Option 3 Option 4 Option 5

Contents Identity basics Identity basics / Brand device / Position the brand device / 2.7.6
2.7.7 Adding content
When it comes to adding content
into the brand device, the amount
will differ according to the format.
There are some basic rules across
all formats though:
Content rules
• We are aiming to create sharper, crisper headlines
– A single message simply expressed
• Make sure it is clear the ad is from Vodafone.
Use ‘Vodafone’ in the headline, subheading or
product descriptor
• Avoid using ‘Vodafone’ in both the heading
and subheading to reduce repetition
• Do set margins as ¼ of the icon width –
the same as the icon clearspace
• Use white out of red text
• Text is set solid (ie 50pt text, 50pt leading)
and set range left
• For URL in call to action, don’t use ‘www’
• Do not try and set our endline in type – use the
endline artwork file from vodafonebrand.com
Contents Identity basics
Headlines and subheadings
Your headline should communicate a message
in seconds. Less is more, so use short and
to-the-point headlines. If you need it, the
subheading can provide space for a more
straightforward description.
Feel at home.
Roam with Vodafone
vodafone.ie/roam
Body copy
For hand held formats, you may want to add a short
paragraph of body copy. Keep your copy tight, and
don’t explain every detail.
Call to action
The call to action should be short and memorable.
It should sit as the sign off after the main ad copy
and before the endline.
Identity basics / Brand device / Adding content / 2.7.7
Product descriptors
A descriptor is the name of a Vodafone product,
service or initiative. A product descriptor is not
always needed, but where it is, it should be applied
consistently across all materials in a campaign.
It can sit at the top of the brand device, sized and
spaced in the same way as the subheading or call
to action.
Vodafone Sure Signal
Get help with all those
important decisions
Because you depend on your friends for advice,
we make sure your calls get through
vodafone.in
2.7.8 Fast display

Icon width

This format needs to communicate

fast, so just use a short clear
headline and the endline that
communicates a single message
concisely. If necessary, it might ¼ Sizing and spacing of text

include a product descriptor or

call to action.
Headline set in ½ within a device with a short
headline (the ideal)

½
Vodafone bold
Headline
As we have recently moved to icon-only (no wordmark) ¼
in the brand device, we must include the word ¼
‘Vodafone’ in the headline or product descriptor.
¼ ¼
Use short and to-the-point headlines which are no Icon width
longer than two lines. The cap height should equal
½ of the icon width. Sometimes you’ll need to use
longer headlines; maybe if you’re writing in another
language. If so, reduce the size of the type and
restrict the number of lines to a maximum of three.
¼ Sizing and spacing of text
Endline Mobilfunkangebote doppelt ¼ within a device where a
The x-height of the endline is ¼ of the icon width. gut – Vodafone produkte longer headline is required
The distance from the copy above the endline to kombinieren und sparen
the top of the x-height is ½ of the icon width. The ½
distance from the bottom of the ‘p’ to the bottom ¼
of the content box is ¼ of the icon width. ¼
¼ ¼

Contents Identity basics Identity basics / Brand device / Fast display / 2.7.8
Optional – call to action
You might need to add an additional line under
the headline with a call to action. Set a call to action
in Vodafone regular, with the distance between the
ascender to descender equal to ¼ of the icon width.
The distance between the headline and call to
action should equal of the icon width.
Icon width
Positioning product images
Product images sit outside the brand device in fast
display formats. They should sit in the opposite
corner to the device, with the height of the product
image no greater than the height of the brand
device’s content box and no smaller than the width
of the icon. Product images can feature shadows if
placed on plain backgrounds.
You can add a model name below the product image
if needed, with a cap-height of of the icon width
and type in white or black. The image and name are
positioned at ½ width of the icon from the bottom of
the page.

Headline in Greater than width of icon

Vodafone bold
Call to action in Vodafone regular

Headline set in ½

Vodafone bold
Call to action in Vodafone regular ¼

¼ ¼
¼ Model name
Model name ½
¼ ¼
¾

Contents Identity basics Identity basics / Brand device / Fast display / 2.7.8
2.7.9 Slow display

Icon width

Although it may be large format, Optional – call to action

the viewer can read the content
up close and at their own pace.
That means you can add more
detail to the brand device like a
subheading, a call to action and
a product image if you need.
If you need, you can add an additional line below
the subheading for a call to action. This should have
the same text size as the subheading, but should
appear in Vodafone bold. The distance between the
subheading and the call to action should be ¼ of the
icon width.
Optional – product descriptor
¼
If you need to use a product descriptor, place it (¼
icon) above the headline, in Vodafone regular and
Product descriptor ¼

sized so that the acender to decender is equal to ¼

Headline
As we have recently moved to icon-only (no
¼ icon width.
A headline set in ¼

Vodafone bold
wordmark) in the brand device, we must include the Endline
word ‘Vodafone’ in the headline or the subheading. The x-height of the endline is ¼ of the icon width.
The distance from the x-height of the endline to
Like with fast display, you should keep the headline the baseline of the copy above is ½ of the icon width. ½
to two lines or less. Non-English languages can use The distance from the bottom of the ‘p’ to the edge
up to three lines if necessary. The x-height should of the brand device box is ¼ of the icon width. Subheading here in Vodafone
equal ¼ of the icon width. regular with 2 lines maximum ¼
¼
Subheading
Where possible, avoid using ‘Vodafone’ in the
Call to action p ¼

subheading to reduce repetition. The subheading ½

should be no more than two lines long, with the
distance between the ascender to descender equal ¼
to ¼ of the icon width. The distance between the
¼
baseline of the headline and the top of the x-height
of the subheading should equal ½ of the icon width. ¼ ¼

Contents Identity basics Identity basics / Brand device / Slow display / 2.7.9
Product images
You can place product images inside the slow
display brand device, either horizontally or vertically.
Don’t use more than two images, and only use
product shots that are photographed straight on
(see section 2.8.9). Products used within the brand
device should not feature a reflection.
Leave a clearspace around the product of at least ¼
icon width. When you’re using more than one image,
leave ¼ icon width as a minimum space between
each product. The minimum height of a product is
the width of the icon.
Model name
When there is a product model name, the cap-height
of the text is of the icon width. The distance from
the product image to the model name is ¼ icon
width and the distance from the baseline of the text
to the edge of the device is also ¼ icon width.

Icon width

Headlines should be ¼ Subheading in Vodafone

set in Vodafone bold regular with two lines Product height is
greater than width
½
Subheading in Vodafone
Call to action
of the icon

¼
regular with two lines ¼

Call to action ¼

½ ¼
¼ Model No.
Model No.
¼ ¼ ¼

¼ ¼
¼

Contents Identity basics Identity basics / Brand device / Slow display / 2.7.9
2.7.10 Hand-held
For hand held applications,
the brand device can include:
a subheading, body copy and
additional details like a product
descriptor, call to action or
product image.
Headline
As we have recently moved to icon-only (no
wordmark) in the brand device, we must include the
word ‘Vodafone’ in the headline or the subheading
The headline should be set in Vodafone bold in
white, with the cap height equal to ¼ icon width.
Subheading
Where possible, avoid using ‘Vodafone’ in the
subheading to reduce repetition. The subheading
should be set in Vodafone bold in white, with the cap
height equal to icon width. The distance between
the heading and the subheading should be ¼ icon
width.
Body copy
Body copy should be set in Vodafone regular in white
with the cap height of the body text as icon width.
However, if this results in a type size less than 10pt,
please use the exceptions for small sizes. The distance
from the subheading to body copy is ¼ icon width.
Contents Identity basics
Icon width
Optional – call to action
If you use a call to action, set it underneath the
body copy in Vodafone bold in white with the cap
height of the body text as icon width. The distance
between the body copy and call to action is ¼
icon width.
Optional – product descriptor
If you need to use a product descriptor, place it (¼ ¼
icon) above the headline, in Vodafone regular and
Product descriptor
sized so that the cap height is equal to icon width. ¼
Endline Headlines should be ¼
The height of the ‘p’ in the endline is ¼ of the icon
width. The distance from the copy above the endline
to the top of the x-height is ¼ of the icon width. The ¼
set in Vodafone bold
distance from the bottom of the ‘p’ to the bottom of Subheading Vodafone bold in white
the content box is ¼ of the icon width. ¼
Body copy set in Vodafone regular in white.
You can include up to a maximum of four
lines of text, but remember to keep your
copy as short and punchy as possible.
¼
Call to action
¼
¼
¼
¼ ¼
Identity basics / Brand device / Hand-held / 2.7.10
Product images
You can place product images inside the hand-held
brand device, either horizontally or vertically. Don’t
use more than two images and only use product
shots that are photographed straight on (see section
2.8.9). Products used within the brand device should
not feature a reflection.
Leave a clearspace around the product of at least ¼
icon width. When you’re using more than one image,
leave ¼ icon width as a minimum space between
each product. The minimum height of a product is
the width of the icon.
Model name
When there is a product model name, the cap-height
of the text is of the icon width. The distance from
the product image to the model name is ¼ icon
width and the distance from the baseline of the text
to the edge of the device is also ¼ icon width.

Icon width

¼
Headline should be set ¼

in Vodafone bold
¼ Product height is
Subheading Vodafone bold white greater than width
¼
Body copy in Vodafone regular of the icon
in white. You can include up to a
maximum of 4 lines of text, but
keep copy as short as possible.
¼
Call to action ¼
¼
¼ Model No.
Model No. ¼
¼ ¼

¼ ¼ ¼

Contents Identity basics Identity basics / Brand device / Hand-held / 2.7.10

2.7.11 Small, tall and wide formats

Small size formats
On formats that are A6 (105.5mm x 148.5mm) or
below, the icon width should be sized at of
the page diagonal.
Headline
As a guide, the ‘x’ height should equal ¼ of the icon
width. This should never be smaller than 18pt
though, so if necessary increase the type size.
Subheading and call to action
The ascender to descender should equal ¼ of the
icon width. This should never be smaller than 12pt
though, so if necessary increase the type size. Don’t
use body copy or bullet points with this size brand
device as the copy will be too small.
Extra tall & wide formats
On fast display formats where one edge is more than
three times greater than the shorter edge, the icon
width should be sized at of the page diagonal.
On hand-held formats where one edge is more than
three times greater than the shorter edge, the icon
width should be sized at of the page diagonal.
The width of the content box can increase up to four
icon boxes if needed.
Headline
The cap height should equal ½ of the icon width.
Subheading and call to action
The cap height should equal ¼ of the icon width. The
distance between the headline and the subheading
or call to action is of the icon width. The distance
between the subheading and the endline is of the
icon width.

Icon width
al
diagon
Icon =
l
na
go
d ia
n=

¼ Icon width
A Vodafone bold
I co

¼ ¼

headline goes here ½ A Vodafone

Subheading or call to action ¼
bold headline
Subheading, or call to ¼
action should go here
¼
¼ ¼
¼
¼ ¼
¼ ¼

Contents Identity basics Identity basics / Brand device / Small, tall and wide formats / 2.7.11
2.7.12 Non-rectangular formats

On unusual formats such as L-shaped advertising

spaces or T-sides on buses, take the dominant
rectangle within the shape and treat this as your
frame. Take the diagonal of this rectangle to work
out your icon size.

Vodafone Vodafone
headline here headline here
Subheading or call to action Subheading or call to action
should go here should go here

Contents Identity basics Identity basics / Brand device / Non-rectangular formats / 2.7.12
2.7.13 Brand device – what to avoid
Vodafone headline
two lines maximum
Subheading Vodafone bold white
Body copy in Vodafone regular in black.
You can include up to a maximum of 4 lines
of text, but keep copy as short as possible
Call to action, €price
Don’t use any other colours than red in the
brand device.
Vodafone headline
two lines maximum
Subheading Vodafone bold white
Body copy in Vodafone regular in black.
You can include up to a maximum of 4 lines
of text, but keep copy as short as possible
Call to action, €price
Don’t change the shape of the brand device.
Contents Identity basics
Vodafone headline
two lines maximum
Subheading Vodafone bold white
Body copy in Vodafone regular in black.
You can include up to a maximum of 4 lines
of text, but keep copy as short as possible
Call to action, €price
Don’t add any elements to the brand device.
Vodafone headline
two lines maximum
Subheading Vodafone bold white
Body copy in Vodafone regular in black.
You can include up to a maximum of 4 lines
of text, but keep copy as short as possible
Call to action, €price
Don’t break up or manipulate the shape of the
brand device.
Vodafone headline Vodafone headline
two lines maximum two lines maximum
Subheading Vodafone bold white Subheading Vodafone bold white
Body copy in Vodafone regular in black. Body copy in Vodafone regular in black.
You can include up to a maximum of 4 lines You can include up to a maximum of 4 lines
of text, but keep copy as short as possible of text, but keep copy as short as possible
Call to action, €price Call to action, €price
Don’t use any gradients or effects in the background Don’t use rounded corners on the brand device.
of the brand device.
Vodafone headline Vodafone headline
two lines maximum two lines maximum
Subheading Vodafone bold white Subheading Vodafone bold white
Body copy in Vodafone regular in black. Body copy in Vodafone regular in black.
You can include up to a maximum of 4 lines You can include up to a maximum of 4 lines
of text, but keep copy as short as possible of text, but keep copy as short as possible
Call to action, €price Call to action, €price
Don’t use multiply effect or other layer effects Don’t use transparency or other effects on the
on the brand device. brand device.
Identity basics / Brand device / Brand device – what to avoid / 2.7.13
2.8 Imagery

Bold and single minded.

Our imagery shows the
possibilities our products
hold, and how using
them empowers people.

Contents Identity basics Identity basics / Imagery / 2.8

2.8.1 Imagery overview

We use both photography

and illustrations to add life
to our communications.

Photos show how using our products can

empower people. Illustration describes
the possibilities that our products offer.
Click on the images to find out how.

Illustration Photography

Contents Identity basics Identity basics / Imagery / Imagery overview / 2.8.1

2.8.2 Imagery range

Our imagery styles cover everything from simple,

flat graphic illustration to colour-rich photography.
All these image types follow the same basic principles.

Flat graphic Colour rich photography

NEW!

Icons Illustration CGI & product photography Business object imagery People photography

Contents Identity basics Identity basics / Imagery / Imagery range / 2.8.2

2.8.3 Imagery principles

Be single minded Be vibrant

Keep it simple and be sure of what you’re trying to Use bold, bright colours to add punch. Limit the
communicate. If it’s unclear, rethink your composition. number of different colours you use; two or three
dominant colours will create a strong impact.

Less is more Product is

Keep backgrounds the enabler
simple to bring Our products empower
attention to the subject our customers. They
in the foreground. should play a leading
role in images.

Tell a story Emotional

If you can tell the story in an image, you won’t need Always convey real human emotion. Photography
to back it up with lots of text. should never feel staged, but feel like a captured
moment. In illustration, express the excitement
and power that our consumers have.

Contents Identity basics Identity basics / Imagery / Imagery principles / 2.8.3

2.8.4 Illustration – what to do

Simple Iconic A smile in the mind

Less is more. Have a single-minded idea. Engage the mind as well as a being attractive.

Contents Identity basics Identity basics / Imagery / Illustration – what to do / 2.8.4

2.8.5 Illustration – what to avoid

Do not use childlike drawings. Do not use wallpaper-type designs with no focus. Do not use detailed or textured backgrounds. Do not use messy hand-drawn styles.

Do not use complex montages. Do not use gradients and light effects. Do not use illustrated people. Do not create compositions with no focus.

Contents Identity basics Identity basics / Imagery / Illustration – what to avoid / 2.8.5
2.8.6 Photography techniques

Use photography to show

the point at which our
consumers are empowered
through our products.

Viewpoint Range Interaction

Ideally, the camera should be at the eye-line of The camera should be close enough to capture The viewer should feel directly involved.
the person in the photo. people’s emotions. This can be through one-to-one portraiture,
or by capturing interaction between people.

Composition Saturated colour (and red) Showing technology

Aim for clean and simple composition with a clear
point of focus.
Strong, vibrant colour is key. Limit the number
of different colours you use to create impact; two
or three dominant colours work best. Red should
be treated like any other colour and should only
appear authentically.
Customers using devices should appear natural.
Devices shouldn’t be used as props, or overtly
presented to the camera.

Contents Identity basics Identity basics / Imagery / Photography techniques / 2.8.6

2.8.7 Telling a story

For above-the-line
communications, photographs
Vodafone Office Complete
need to work a lot harder –
they need to communicate Travel business class
a story of ‘power to you’ and Over 2500 customers in 31 countries,
one simple communications system
how show Vodafone brings vodafone.in/business
certainty and possibility.

• Make sure the environments are interesting

and real
Feel at home
•  hotography needs to work with the brand
P
when you roam
device, across multiple format sizes
Vodafone data roaming in
the EU from just €5
• T he brand device shouldn’t obscure the
Visit vodafone.de
image in any way

Contents Identity basics Identity basics / Imagery / Telling a story / 2.8.7

2.8.8 Photography – what to avoid

Don’t use body parts out of context. Show people in Don’t use distance shots. Don’t use bleached-out colour. Don’t use bland, un-engaging images.
full and only crop in on hands when showing devices.

Don’t use artificial or staged scenes. Don’t use people facing away from the camera. Don’t use passive, dull shots.

Contents Identity basics Identity basics / Imagery / Photography – what to avoid / 2.8.8
2.8.9 Product photography

Good product photography

makes a huge difference and
can be the strongest emotional
pull for potential customers.

Reflection
Our product photography always has a gentle,
discreet reflection. This helps give products
more substance and depth, especially when
viewed online.

Realistic light source Right side Tilted right (70°) Tilted right (15°-30°) Front view Tilted left (15°-30°) Tilted left (70°) Left side
All product photography uses realistic lighting
effects to highlight details such as parting lines,
textures and keys.

Online use
Multiple angled shots have been supplied for
online rotation of the products.

Product photography supplier

ORT Medienverbund is our supplier for
all images of products sourced centrally.

If you’re shooting specific product

Lying down ¾ corner view Rear view Top view
photography that’s exclusive to
your market use ORT. Contact the
Global brand team for more information.

Contents Identity basics Identity basics / Imagery / Product photography / 2.8.9

2.9 Identity resources

Everything you need.

All the icons, logos
and brand elements
in one place.

Contents Identity basics Identity basics / Identity resources / 2.9

2.9.1 Icon variants

Variations on the icon are 4-colour (CMYK) Digital (RGB) 2-colour Black and white Single colour Single colour reverse
Most printed Online, digital When printing with Newspapers On industrial design, ie On industrial design, ie
detailed here, and are at applications applications red specials products, embroidery products, embroidery
vodafonebrand.com.

VF_ICON_4col.eps VF_ICON_RGB.eps VF_ICON_2col.eps VF_ICON_1col.eps VF_ICON_FLAT_485.eps VF_ICON_FLAT_W.eps

Contents Identity basics Identity basics / Identity resources / Icon variants / 2.9.1
2.9.2 Logo variants

We have a bank of logo variations 4-colour (CMYK) Digital (RGB) 2-colour Black and white Single colour
Most printed Online, digital When printing with Newspapers On industrial design, ie
to be used in all known formats applications applications red specials products, embroidery
and applications. They can all be
Logo
found at vodafonebrand.com.

The logos shown here are for artwork only and are
provided in vector eps files. For other types of logos
– png, jpeg etc – please visit vodafonebrand.com. VF_STK_4Col_9R.eps VF_STK_RGB_9R.eps VF_STK_2Col_K+485_9R.eps VF_STK_1Col_9K.eps VF_STK_FLAT_485.eps

You'll also find guidance on sizing.

VF_STK_4Col_9W.eps VF_STK_RGB_9W.eps VF_STK_2Col_K+485_9W.eps VF_STK_1Col_9W.eps VF_STK_FLAT_W.eps

Limited space logo

VF_HOR_4Col_9R.eps VF_HOR_RGB_9R.eps VF_HOR_2Col_K+485_9R.eps VF_HOR_1Col_9K.eps VF_HOR_FLAT_485.eps

VF_HOR_4Col_9W.eps VF_HOR_RGB_9W.eps VF_HOR_2Col_K+485_9W.eps VF_HOR_1Col_9W.eps VF_HOR_FLAT_W.eps

Contents Identity basics Identity basics / Identity resources / Logo variants / 2.9.2
2.9.3 Endline variants

Variations on our endline Black White Digital (RGB)

For use with the Online, digital
are detailed below, and are brand device applications
at vodafonebrand.com.

power to you black AI.eps power to you white AI.eps VF_PTY_RGB.eps

Contents Identity basics Identity basics / Identity resources / Endline variants / 2.9.3
Further support…

For further information please refer to:

vodafonebrand.com.

The site also lets you download everything

you’ll need to put the guidelines into practice,
from logos and typefaces to imagery and
colour palettes.

For brand enquiries please contact:

brandenquiries@vodafonebrand.com.

Contents Identity basics Further support