Orange brand guidelines identity illustration. the Orange approach to illustration

Transcription

1 Orange brand guidelines identity illustration the Orange approach to illustration january 2004

2 guideline overview The Orange brand guidelines are divided into four main sections: philosophy strategy identity application Understanding what Orange believes How to manage the Orange brand How to use and apply the Orange identity How to apply the Orange brand in specific scenarios This document is part of the identity section.

3 executive summary Orange uses illustration across a wide variety of communications ranging from literature to animated TV advertising. This guideline provides different examples of Orange illustration and describes the principles that are common to each. By following the rules in this guideline we will ensure that Orange continues to have a distinct and recognisable approach to illustration. For more detailed information about advertising, please refer to the application_advertising document available on the brand site,

4 rules all illustration should observe the three creative principles of personality, style and colour illustrations must be fun, original and optimistic our illustrations should always aim to leave the viewer with an inner smile Orange illustration is always brave avoid sinister illustration styles illustration based on the latest fashionable styles should be avoided the dominant colours in every illustration are black, white and orange Orange must always be the brightest colour avoid other bright colours that would lessen the impact of the colour orange technical illustration should always present information in a clear, coherent way technical illustration should be drawn in the Orange colour palette

5 contents 1 introduction to Orange illustration 2 creating an Orange illustration 3 personality 3.1 good examples 3.2 summary 4 style 4.1 be brave 4.2 focus on the message 4.3 consider using characters 4.4 avoid sinister styles 4.5 avoid copying the latest trends 5 colour 5.1 colour usage 5.2 using colour in simple illustrations 5.3 using colour in detailed illustrations 5.4 using additional colours in detailed illustration 5.5 potential mistakes 6 technical illustration 6.1 clear presentation of information 6.2 use of the Orange colour palette 1/30

6 1 introduction to Orange illustration Illustration is a powerful creative tool that plays an important role in our overall identity. When illustration is used successfully it enables Orange to bring its brand philosophy and values to life through creative, memorable communications. The following pages provide some of the very best examples of Orange illustration. 2/30 For more detailed information about the philosophy and values, please refer to the philosophy_philosophy and values document available on the brand site,

7 illustration from the philosophy book 3/30

8 No eak in our off peak press advertising UK /30 To view the animation please visit the examples section on the Orange brand site ( and select No eak in our off peak.

9 Illustration from the philosophy book 5/30

10 network reception TV advertising UK 1999 To view the animation please visit the examples section on the Orange brand site ( and select Network reception TV advertising. 6/30

11 brand guidelines 7/30

12 Words and Names animation To view the animation please visit the Words and Names section on the Orange brand site, 8/30

13 2 creating an Orange illustration Though these illustration examples are varied in the type of media that they use, there are three creative principles common to each: personality style colour 9/30 11/51

14 3 personality personality Imagine if Orange was an illustrator, one that could work in many different styles and across a variety of different media. Every illustration created would express the Orange philosophy and values. The Orange illustrator would look at the world in a positive way, and this would be represented in every solution. Every illustration would highlight the human element of the message, and would bring it to life in a fun, memorable way. They would always strive to be original, constantly creating new styles and ideas. Most importantly, the illustrator would always try to leave the viewer of the illustration with an inner smile. The following pages demonstrate how four very different briefs have been solved using this personality. 10/30

15 3 personality 3.1 good examples pension leaflet Brief: To explain the benefits of joining the company pension scheme for Orange employees. Solution: Using illustration to unravel a complex document into a series of fun, easy to understand points. An original way of solving what has traditionally been seen as quite a dry and complex subject. 11/30

16 3 personality 3.1 good examples MTV ringtones Brief: To promote a new service which allows Orange customers to download MTV ringtones. Solution: The animation features a dog dancing to the ringtone of his owner s phone every time it rings. It proved to be an effective way of communicating the human benefit of the offer in a fun and original way. To view the animation please visit the examples section on the Orange brand site ( and select Romania. 12/30

17 3 personality 3.1 good examples cover for the philosophy and values guideline Brief: To create a cover for the philosophy and values guideline document. Solution: A simple illustration that demonstrates what the philosophy and values mean when they are put into practice. It is an original and fun way of explaining them. 13/30

18 3 personality 3.1 good examples brand guidelines animation Brief: To explain the importance of following the Orange identity guidelines. Solution: A fun story explaining what happens to a beautiful lawn when people don t take notice of the sign saying don t walk on the grass. It is an example that brings to life the importance of guidelines in helping to protect the Orange brand. For more detailed information about the identity guidelines, please refer to the identity_basic elements document available on the brand site, To view the animation please visit the brand strategy section on the Orange brand site ( and look for why guidelines?. 14/30

19 4 style style Orange uses a wide range of illustration styles. These styles range from simple lines and solid shapes to complex drawings and graduated tones. This flexibility enables illustrators to find the most appropriate solution to any brief. Supporting this flexibility is a series of simple principles. 15/30

20 4 style 4.1 be brave be brave Orange is never afraid to push the boundaries and discover new styles of illustration. This helps us to stay ahead of the competition. Never be afraid to recommend styles that have not been seen before. 16/30

21 4 style 4.2 focus on the message focus on the message Orange never places style before content. In your communication the message is the hero and the illustration style you choose must support it. Never allow a style to confuse or detract from the message being communicated. 17/30

22 4 style 4.3 consider using characters consider using characters You may have noticed that many Orange illustrations contain characters. Characters can add warmth and personality to messages, creating deeper meaning and more of a connection with your audience. It is not essential for every Orange communication to contain characters but they should be considered as a useful element in expressing an idea. 18/30

23 4 style 4.4 avoid sinister styles avoid sinister styles Orange is a friendly brand. Therefore we avoid dark or sinister styles of illustration. 19/30

24 4 style 4.5 avoid copying the latest fashionable trends avoid copying the latest fashionable trends Orange is a confident brand. It has continually set the standard for competitors and the wider creative industry. As a result we never copy the latest fashions or trends. We work hard to discover new ones. 20/30

25 5 colour colour Colour is one of the most recognisable elements of the Orange brand identity. It plays an important part in the make up of Orange illustration. The correct usage of colour enables Orange to create a strong connection between the various styles that it employs, as the following pages explain. 21/30 For more detailed information about the colour palette, please refer to the colour section of the identity_basic elements document available on the brand site,

26 5 colour 5.1 colour usage simple illustration detailed illustration black, white & orange black, white, orange and other colours The spectrum above demonstrates that the dominant colours in Orange illustration are black, white and orange. The illustrations on the left side of the spectrum are relatively simple in their construction. They use the Orange colour palette and tints of that palette to create shapes and lines. They rarely use colours other than those of the Orange colour palette. The illustrations on the right side of the spectrum are more detailed. They use the Orange colour palette, tints of that palette and additional colours for more flexibility. 22/30

27 5 colour 5.2 using colour in simple illustrations Simple illustrations always observe the colour ratio that enables people to instantly identify Orange communications. Orange is used sparingly to achieve maximum impact. Simple illustration styles also use tints of the Orange colours to provide more flexibility. 23/30

28 5 colour 5.3 using colour in detailed illustrations Detailed illustration styles observe the same colour ratio as the simple styles described on the previous page. They are predominantly made up of black, white and orange. Orange is used sparingly to achieve maximum impact. In addition to these colours, detailed illustration can also use other colours as the examples above show. Using other colours can give illustrators greater flexibility in creating characters and compositions. 24/30

29 5 colour 5.4 using additional colours in detailed illustration bright colours avoid bright colours muted tones are complementary to the Orange colour palette muted tones When additional colours are used they are created from specific areas of the colour spectrum. The muted tones from the centre or outer edges of the colour spectrum are more appropriate for use in illustrations as they will not dominate the main colour palette. Orange avoids using bright colours shown in the middle section of the wheel. These colours are brighter and therefore likely to detract from the colour orange. Orange should always be the brightest colour in any illustration. 25/30

30 5 colour 5.5 potential mistakes The examples on this page demonstrate some of the potential colour mistakes that might be made when commissioning Orange illustration. Orange and tints of orange are the only colours used in this illustration. When orange is used in this way it becomes less special. Always remember that orange should be used sparingly for maximum impact. Black, white and orange are not the dominant colours in this illustration. They are replaced with a range of bright colours that detract from the colour orange. As a result this illustration begins to look like illustration that could have been commissioned by many other brands. This illustration uses several other bright colours that detract from the colour orange. Always remember that orange should always be the brightest colour. 26/30

31 6 technical illustration technical illustration Orange uses technical illustration for a variety of different purposes. These purposes range from handset diagrams, explaining how to insert sim cards to animated sequences describing the benefits of Orange products and services. Technical illustration always observes the following principles. 27/30

32 6 technical illustration 6.1 clear presentation of information Technical illustration should always clearly describe the subject it is communicating. All elements within technical illustration should be there for this purpose. Always avoid over-complicating technical illustration with additional information not required for this purpose. 28/30

33 6 technical illustration 6.2 use of the Orange colour palette Technical illustrations should always use the Orange colour palette and tints of that palette. The colour orange can be used to highlight the important areas of diagrams or situations where appropriate. 29/30

34 thank you A full list of all the guideline documents can be found in guideline_directory.pdf on the brand site Company Confidential. Orange, the Orange logo and any other Orange product or service names referred to in this material are trade marks of Orange Personal Communications Services Limited. Orange Personal Communications Services Limited /30