UnileverIDStandardsGuide 11.22.11

UNILEVER’S CORE IDENTIT UNILEVER’S IDENTITY STANDARDS GUIDE V1.0 PREPARED BY BRUCE MAU DESIGN / 11.22.11

TABLE OF CONTENTS

Introduction

A New Visual Identity Brand Vision & Purpose Our Principles The Evolution of Our Brand

04 05 06 10

Identity Elements & Guidelines

Elements at a Glance ‘yoU’ The Icons ‘yoU’ + Icon Pairings Colour Typography Speech Bubble Voice & Tone Pattern Photography Unilever Logo Summary of Elements

12 13 20 23 26 31 36 43 44 49 53 58

Design Inspiration

Identity System Emphasis Corporate Communication Communicationss Corporate Comms (Humaniz (Humanized) ed) Brand or Partner Communication Communicationss

2 / Unilever Identity Standards Guide V1.0

59 60 62 68

AN INTRODUCTION

INTRODUCTION A NEW IDENTITY SYSTEM

A NEW VISUAL IDENTITY SYSTEM FOR UNILEVER. Over 100 years ago, one of our founding fathers, William Lever, made basic hygiene commonplace. Today, Unilever has the ambitious goal of making sustainable living commonplace through the power of the everyday. We’ll do it by showing that sustainable living can be fun. That the smarter way is the better way. We will show that every one of us has the potential to change the world for the better. This is a rule book to guide you, not limit you. This document is intended as a guide, however not all circumstances can be considered, so as a result, common sense is required and should be used where appropriate. If it feels right for Unilever, it most likely is.


INTRODUCTION BRAND VISION & PURPOSE

THE NEW VISUAL IDENTITY SYSTEM BUILDS ON OUR GOAL TO WIN WITH PURPOSE. We are a company founded on great people, a great place to work, great brands and constant innovation, and an ambitious goal to make sustainable living commonplace. We now have a new visual identity system to help us tell that story. There are a few key principles that drive the system in a way that empowers us by helping us to speak with one voice.


INTRODUCTION OUR PRINCIPLES

1) BE HUMAN. We are a major corporation but we are made up of people from all around the world. We should not think in terms of ‘messaging’ we should think in terms of real stories about real people.

Cho Hee, Seoul

Amaka, Nigeria

Daniel, Boston



2) BE REAL. We are telling an inspiring story about the real progress in the quest to make sustainable living commonplace. But we must be credible. We want to be able to look people in the eye and say that behind every story we tell there’s a real person. It’s a tough challenge, but the authenticity and credibility that comes as a result is priceless.

Rafiga, Azerbaijan



3) BE FUN. We will not make sustainable living commonplace if we’re boring or too serious. We have to be credible but we have to be fun. We have to show that the more sustainable way of living is also more exciting and more interesting.



4) BE PRECISE. Sometimes it makes sense to tell our stories with yoUs. Sometimes it doesn’t. yoUs tell stories about sustainable living. They stand for a purpose and a mission. When we have to tell other stories inside the company, we simply don’t use yoUs. The yoUs represent our powerful purpose so we should take care not to trivialize them.


INTRODUCTION THE EVOLUTION OF OUR BRAND

1990’s

2004

2007

2010

2011

2012

INVESTORS

CONSUMER FACING

CUSTOMERS, SUPPLIERS, MEDIA & EMPLOYEES

KOFs, NG0s

CONSUMER AWARENESS

HUMANIZE, ENGAGE EMPLOYEES & CONSUMERS

As we have evolved as a company, our visual identity has evolved. Where we once spoke mainly with investors, we’ve evolved. First to integrate our many voices into one Unilever, then to speak more directly to consumers through a spirit of vitality. We then developed a clear and industry leading Sustainable Living Plan to differentiate ourselves through our values and believe that we can do well by doing good. More recently, we’ve been working to leverage the Unilever brand so that all our our brands can benefit by adding it to most of our advertising. Today, we’re humanizing our brand like never before so that we can speak more directly with consumers and engage them with our mission to make sustainable living commonplace.


IDENTITY ELEMENTS & GUIDELINES

ELEMENTS AT A GLANCE

The identity system is made up of 8 elements, each one plays an important role in telling a yoU story. It’s also flexible and robust enough to work across a full range of applications.

ICONS

DIN BOLD DIN REGULAR ARIAL BOLD ARIAL REGULAR


‘yoU’ INTRODUCTION

MEET yoU. yoU IS AN AVATAR. Every yoU is a way for employees, consumers, and global citizens to engage with Unilever in a more meaningful way, that’s also fun. Every yoU humanizes Unilever.


‘yoU’ INTRODUCTION

Jim, Toronto

Jesse, Mobile

yoU CONNECTS MY WORLD TO THE WORLD.

The World

We believe in a world that’s better connected. Where individuals can come together to form communities that create positive change everywhere.

Jasmine, Mumbai

Abeje, Lagos

Xiaoli, Beijing

Adelbert, Brussels


‘yoU’ WILL + THE FIRST 25 Every yoU represents a real person. They become the device that any person who wants to join the movement to make sustainable living commonplace can use to participate. People choose their yoU based on their own personality. The goal is to give each yoU a distinctive voice while having them all speak with one collective voice. There are two kinds of yoUs: Will (the primary face of the identity) and the First 25 (used for real people with real stories to tell). Will:

He has no name to external audiences. He’s very particular about where he likes to hang out – and is only seen in the when he’s being used as the voice of Unilever.

THE PRIMARY yoU (WILL)

The First 25:

They’re just the start. We’ve got 25 static yoUs that are used to represent real people, with real stories to tell. As the identity system progresses, there will be an ever expanding community of yoUs - made by real people to represent themselves.


THE FIRST 25

‘yoU’ SCALE & MIN SIZE Scale is an important element when considering how a yoU appears in applications. It’s important that a yoU never feels abnormally large or small. Think of a yoU as a person, not a giant or an ant. When considered proportionally relative to other elements, a yoU should never feel too big or small.

2mm

Minimum Size:

yoUs should never be too small. To control this, the width of a yoUs head should never be smaller than 2mm. Anything smaller than this scale becomes illegible and should be avoided.

ACTUAL SCALE

MINIMUM SIZE


‘yoU’ HOW THEY LIVE Individually

Often yoUs are seen on their own, either framed by a segment, or on white. In most cases, individual yoUs represent the community of people connected by the common purpose to make sustainable living commonplace. As they’re real people with real stories, these yoUs must always show their name and location when communicating a message through a speech bubble. Alternatively, they can be used to represent individuals without communicating a specific message – in these cases, displaying a name and location is optional. yoUs always live with an icon.

Kavya, Mumbai

INDIVIDUAL yoU (WITH NAME)

Will can be used on his own to tell a story. However, Will never has a name and location shown, as he’s the face of the movement. Will always stands on his own, independent of any icon. In communities

yoUs can also live together in a community. They can live together with icons, interlocked with one another. In these cases yoUs never display their names or locations. COMMUNITY (NO NAMES)


Kavya, Mumbai

INDIVIDUAL yoU – WILL (NO NAME)

‘yoU’ HOW THEY LIVE IN A SCENE In particular applications (primarily in video), a yoU can live in and interact with a scene. In these applications the yoUs are placed in a backdrop. This backdrop can be anything from a farmers field to a fashion runway. White backgrounds:

Where scenes are in a white background, a coloured yoU should be used with a subtle light grey backdrop.

EXAMPLE SCENES ON WHITE

Colour backgrounds:

Where scenes are in a coloured background, a white yoU should be used. T he backdrop and background should have a tone on tone relationship,, where the backdrop takes on a relationship lighter tone than the background. * Note: When a yoU is placed in a scene, it does not need to be paired with an icon.

EXAMPLE SCENES ON COLOUR


‘yoU’ DON’TS & EXCEPTIONS Using the yoUs is fun and always should be. With that said there’s a few things that should never be done to a yoU.

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Do not (from top left to right):

1) accessorize yoUs. (dress up in hat, glasses, etc). yoUs are not gender specific. 2) modify yoUs to por tray a negative tone (i.e. head down, hunched over, etc), yoUs movements and stances are always positive and proactive. 3) overlap multiple yoUs. 4) distort a yoU in any way. 5) have yoUs hold objects in the same colour as the yoU. 6) give the yoUs distinguishable features (i.e. fingers or hair) 7) use more than one colour with a single yoU. 8) use a yoU without an icon (except when in a scene). 9) use tone on tone when using a community of yoUs


THE ICONS INTRODUCTION

A COMPLEMENTARY SYSTEM. The icons that make up the Unilever Logo help us tell the multitude of stories we have to share. They help to communicate our beliefs. Each carries its own meaning.


THE ICONS WHAT THEY REPRESENT PALM A nurtured resource, symbolising our respect for the natural world. SUN The sun, an infinite source of light and renewable energy. It represents our work to find innovative ways to reduce the greenhouse gas impact of our products across the lifecycle. HAND A symbol of sensitivity, care and need. It represents our commitment to helping people improve their everyday health & hygiene habits through our brands and health improvement programmes. FISH Represents fresh food, sea and nature’s resources. SWIRL Represents our passion for great flavours and taste. FLOWER A symbol of sensitivity, care and our respect for beaut y; the beauty of our consumers and the beauty of nature. DNA The double helix, the genetic blueprint of life and a symbol of Unilever’s strong heritage of positive change that still lies at the heart of our business today.


BOWL A bowl of great smelling food symbolising our commitment to great ingredients and healthy mealtimes. BEE Represents the community spirit of our people and our commitment to find innovative ways, through agile working, to reduce our environmental footprint. VIRTUOUS CYCLE A continuous, virtuous circle that represents our work to reduce the waste associated with the disposal of our products. ICE CREAM A treat, pleasure and enjoyment. CHILLI PEPPER A chilli pepper, one of the many fresh ingredients in our products. It represents our commitment to sourcing the agricultural raw materials for our products sustainably. DOVE A symbol of freedom, empowerment and self-esteem. LIPS A symbol of communication, openness and transparency.

PARTICLES A reference to science and our ongoing commitment to find new innovative ways to improve the lives of our consumers. HAIR A symbol of beauty, looking good and feeling confident. CLOTHES A symbol of fresh laundry, looking good and feeling confident. PACKAGING Symbolises our dedication to the consumer experience and our commitment to finding new and innovative packaging that is better for the consumer and the planet.. TRANSFORMATION A symbol of positive change or transformation. Our commitment to find new sustainable ways of doing business. SPOON A symbol of nutrition, tasting and cooking. It represents our commitment to continually improve the taste and nutritional quality of all our food products, helping millions of people enjoy delicious food and achieve a healthier diet

WATER Water, a precious natural resource and fundamental for life, health and cleanliness. It represents our work to reduce the water associated with the making and use of our products. SPARK A spark, represents Unilever’s role as a catalyst for change, aiming to enhance the livelihoods of the people we work with around the world- our suppliers, distributors and farmers. WAVE A symbol of cleanliness, freshness and vigour. HEART A symbol of love, care and health. It represents our commitment to helping people take small everyday actions to improve their health and wellbeing. PLANT A plant, a symbol of the natural world and environment we live in. It represents our commitment to reducing our environmental impact across the value chain - from how we source our raw materials to our manufacturing operations and the way consumers cook, clean and wash with our products.

THE ICONS DON’TS & EXCEPTIONS Do not (from top left to right):

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1) use multiple colours within a single icon 2) use gradients of colour 3) distort an Icon in any way 4) use transparencies 5) modify an icon 6) flip/mirror an icon 7) use an icon without a yoU

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‘yoU’ + ICON PAIRINGS INTRODUCTION

WHEN TWO BECOME ONE. The yoUs are designed with the same sensibility as the Unilever Icons. Every yoU brings the icons to life by interacting with them to tell a story.


‘yoU’ + ICON PAIRINGS HOW TO PAIR THEM Scale

Icon’s should be approximately 50% scale relative to a yoU, and should never exceed the size of a yoU. Positioning

Icons should visually lock into a yoU as best as possible. It’s like putting the pieces of a puzzle together. Look at the yoU and the negative space formed around its body to find the perfect fit for an icon. Make sure the icon is not too distant to a yoU, but also make sure it’s not touching.

EXAMPLE LOCKUPS


‘yoU’ + ICON PAIRINGS DON’TS & EXCEPTIONS Do not (from top left to right):

1

2

3

1) place an icon too far from the yoU 2) place an icon too close or touching a yoU 3) place an icon inside a yoU 4) scale an icon too large relative to a yoU 5) scale an icon too small relative to a yoU 6) have an icon a different colour than a yoU 7) have an individual yoU with more than one icon 8) pair icons with yoUs so that unfortunate scenes are created (e.g. yoU running from bee). Be mindful while pairing.

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Exception (bottom right):

9) You can have multiple yoUs share one icon when appropriate


COLOUR INTRODUCTION

A WHEEL OF OPTIMISM. We love colour. And lots of it. How we use it represents the energy and fun inherent in the brand. No corporate look. It’s time to form an informal and relatable bond with the rest of the world.


COLOUR BREAKDOWN Unilever has an extended colour palette that can be used from internal departments to initiative specific applications. For example, if an environment story is being told, the green wedge’s palette can be applied to the appropriate graphics. Primary Palette:

At the core of the identity sy stem lies Unilever Blue. Unilever Blue is the original colour the brand was built on, and holds equity as a result. Secondary Palette: PRIMARY

There are 8 new colours that cover the spectrum. These colours are core to the Unilever identity system. Tertiary Palette:

The outer ring of complimentary shades work together with the core colours of the secondary palette. When used alongside one another, they add a depth and richness to the identity s ystem.

SECONDARY


TERTIARY

COLOUR HOW TO USE IT The Wedge:

Choose your palette by wedge (a primary colour with it’s supporting shades). Depending on the application, anywhere from one to multiple wedge palettes may be used. Of ten, pairing wedges that sit next too each other work ver y well. Alternatively (and for more visual differentiation) you may pair wedges that aren’t directly linked to one another and sit further away from each other on the wheel. Considerations:

For Unilever branded applications, the blue wedge should be used most often. W hen a Unilever brand is being used, the wedge that most closely resembles the colours of that brand’s palette should be used.

USING 1 WEDGE

USING 2 WEDGES


USING 3 WEDGES

COLOUR VALUES


COLOUR WHITE SPACE White is crucial to the identity system as a whole. Using whitespace is an effective device in bringing a sharp contrast to the many colours of the Unilever palette, and bringing a clarity when using the many elements of the identity system. When using the pattern specifically, carefully consider the white space that is formed by the edges of the pattern. Embrace this! It brings in a dynamic that becomes distinctly Unilever. In addition, it’s important that the visuals never feel too cluttered, and white space is an effec tive tool to help ensure there is always visual clarity.

WHITESPACE IS IMPORTANT


TYPOGRAPHY PRIMARY The primary typeface of the Unilever brand is DIN Pro. DIN Pro is clear, clean, and an extremely legible font. It’s used to offset the play fulness of the yoU characters, the icons, the Unilever script, and gives weight to the messaging. Its construction flows seamlessly w ith the other visual elements of the new Unilever identity system. With its semi-condensed proportions, it’s a flexible font when it comes to flowing text into layouts. Primarily, Din Pro Bold and Regular weights should be used most commonly. Din Pro Black, Medium and Light can be used secondarily, as needed. Creative agencies looking to license and download DIN Pro for use, can do so by visiting the following links: For DIN Pro Bold, Medium and Regular: https://www.fontfont.com/fonts/din/ packages#41515 For DIN Pro Black and Light: https://www.fontfont.com/fonts/din/ packages#41516

DIN PRO BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 DIN PRO REGULAR

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 DIN PRO BLACK

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 DIN PRO MEDIUM

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 DIN PRO LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789


TYPOGRAPHY SECONDARY The secondary typeface of the Unilever brand is Arial. Arial is to be used when DIN is not available.

ARIAL BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ARIAL REGULAR

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789


TYPOGRAPHY COLOUR When text is used as a headline, subhead or caption, it should use the Unilever palette. When placed over a solid colour background, the text should white. Always ensure that the contrast levels of the colour used are strong enough to avoid legibility issues. When text is used for body copy it should be ideally set at a 70% black. Alternatively, or when laying out large amounts of text, a 100% black may be used.

AaBbCc AaBbCc PRIMARY COPY (HEADLINES/SUBHEADS/CAPTIONS)

AaBbCc AaBbCc BODY COPY


K 100%

K 70%

TYPOGRAPHY ILLUSTRATIVE STYLE We’ve humanized the brand with our yoUs, now lets humanize our typeface too! In select applications we’ve developed an illustrative style that is fun, rough around the edges, and real. This type treatment is to be used sparingly though, only in applications that can use a bit more of an expressive visualization with type – something that just can’t be substituted with the conventional structure of a t ypeface. Think of it as a tool to inject the brand personality into a scene when DIN just isn’t enough. When using the illustrative type st yle, be sure that it’s only used once or twice in a single layout – it’s important not to over use.

EXAMPLE


TYPOGRAPHY ILLUSTRATIVE STYLE

How to build:

A general step by step process on how to create the illustrative type style is shown to the right. DIN Pro black is required for the illustrative type style. Creative agencies looking to license and download DIN Pro Black for use, can do so by visiting https://www.fontfont.com/fonts/din/ packages#22229 Do not (from left to right):

1) add an outline stroke to the text 2) make the letters of the text too close to one another, so they are touching 3) overly manipulate (proportionally change the scale of letters in the s ame word, rotate or offset letters)

STEP 1

STEP 2

STEP 3

STEP 4 (OPTIONAL)

Typeset in DIN Pro Black Create outlines.

Slightly distort text.

Round corners. Check to make sure curved edges do not flatten.

If curve adjustments are needed - expand and manually modify.

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WHAT TO AVOID


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SPEECH BUBBLE INTRODUCTION

A STORY TELLING DEVICE. The speech bubble is how we humanize each yoU by allowing them to tell a specific story or spread a message.


SPEECH BUBBLE HOW TO MAKE ONE It’s important for speech bubbles to maintain a visual consistency across all uses. Specific angles have been established for the tip of the speech bubble. In addition, it’s important that all speech bubbles have rounded corners. Finding the r ight balance of corner radius size is crucial. Use your judgement to assess, but make sure they’re not too rounded or too sharp. Use the supplied artwork as a visual reference.

75 DEGREES 30 DEGREES

CORNER RADIUS (MIN & MAX)


SPEECH BUBBLE PLACING TEXT The margin of clear space from the edge of a speech bubble, to the edge of text is defined by ‘x’. ‘x’ is the distance from the bottom of the speech bubble’s tip, to the bottom of the speech bubble.

x

All text should be uppercase and w hite when placed in a speech bubble. All copy outside of the speech bubble should be sentence case.

x

Minimum size:

HI, I’M KAVYA. I’M COMMITTED TO WASHING MY HANDS 3 TIMES A x DAY, KEEPING MYSELF HEALTHY. LEARN MORE ABOUT MY S TORY AT FACEBOOK.COM/UNILEVER

The minimum text size for a speech bubbles is 9pt with 11pt leading (line spacing).

x x

HI, I’M KAVYA. I’M COMMITED TO WASHING MY HANDS 3 TIMES A DAY, KEEPING MYSELF HEALTHY.

MINIMUM TEXT SIZE


SPEECH BUBBLE PROPORTIONS The speech bubble is a flexible container that can be adjusted to better fit text or placement in layout. Naturally, there are 4 sides to a speech bubble - Side a, b, c, and d. Side ‘a’ is locked in at all times. Sides ‘b’ and ‘c’ are the most ideal sides to extend or compress when altering width and height. For additional flexibility, Side ‘d’ can be adjusted if the layout requires. Examples of horizontal and vertical layouts are shown below.

c

d

HI, I’M KAVYA. I’M COMMITTED TO WASHING MY HANDS 3 TIMES A DAY, KEEPING MYSELF HEALTHY.

b

LEARN MORE ABOUT MY S TORY AT FACEBOOK.COM/UNILEVER

a


HORIZONTAL



VERTICAL

SPEECH BUBBLE TIP POSITIONING To allow for flexibility when placing a speech bubble with a yoU, the placement of the speech bubble’s tip may slide along the horizontal axis, and even flip as needed.

HI, I’M KAVYA. I’M COMMITTED TO WASHING MY HANDS 3 TIMES A DAY, KEEPING MYSELF HEALTHY. LEARN MORE ABOUT MY S TORY AT FACEBOOK.COM/UNILEVER

HI, I’M KAVYA. I’M COMMITTED TO WASHING MY HANDS 3 TIMES A DAY, KEEPING MYSELF HEALTHY. LEARN MORE ABOUT MY S TORY AT FACEBOOK.COM/UNILEVER


SPEECH BUBBLE PLACEMENT The speech bubble is a device that can only be used with a yoU. Remember, the tip of the speech bubble always needs to be linked to a yoU that lives inside or outside of a segment. Pairing colours:

When pairing up a speech bubble with a yoU, it’s important to consider colour. The colour of the speech bubble and the yoUs segment should never be the same. They should be from the same wedge palette, but of different shades.

HI, I’M KAVYA. I’M COMMITTED TO WASHING MY HANDS 3 TIMES A DAY, KEEPING MYSELF HEALTHY. LEARN MORE ABOUT MY STORY AT FACEBOOK.COM/UNILEVER

HI, I’M KAVYA. I’M COMMITTED TO WASHING MY HANDS 3 TIMES A DAY, KEEPING MYSELF HEALTHY. Kavya, Mumbai

LEARN MORE ABOUT MY STORY AT FACEBOOK.COM/UNILEVER

Kavya, Mumbai


SPEECH BUBBLE DON’TS & EXCEPTIONS Do not (from top left to right):

1) place the white text over a light colour with low contrast 2) use any other colour than white for text 3) place text with leading or tracking too tight 4) place text in sentence case 5) have the text too close to the edge of frame 6) have the corner radius too rounded 7) have the corner radius too sharp 8) have the tip of a speech bubble too far from a yoUs head 9) have the speech bubble the same colour as a yoUs segment

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2

HI, I’M KAVYA. I’M CO TO WASHING MY HAN TIMES A DAY, KEEPIN HEALTHY.

My name is Kavya committed to was hands 3 times a d myself healthy.

3 TIMES MYSELF

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HI, I’M KAVYA. I’M CO TO WASHING MY HAN TIMES A DAY, KEEPIN HEALTHY.

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3 TIMES MYSELF

HI, I’M KAVYA. I’M COM TO WASHING MY HAND TIMES A DAY, KEEPING HEALTHY.

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, . COMMITTED TO WASHING MY H TIMES A DAY, K MYSELF HEALT

HI, I’M KAVYA. I’ TO WASHING MY TIMES A DAY, KE HEALTHY.

9

HI, I’M KAVYA. I’M C TO WASHING MY HA TIMES A DAY, KEEPI HEALTHY.

VOICE & TONE WHAT TO SAY & HOW

EXTERNAL We speak with a clear and consistent voice: Human. Open. Connected. Entrepreneurial. Optimistic. Fun. Authentic. Collaborative. Fresh. Serious but never heavy handed. Unilever is accelerating a global movement for positive change. We will collaborate and cooperate with the world.

INTERNAL We care for each other. We empathize. We look out for one another. When there is friction, it makes us stronger. It makes our ideas clearer. We are always bold but honest. We are not cynical To be completed.


PATTERN INTRODUCTION

ALWAYS CONNECTED. A secondary pattern is used to support the identity system. It can provide a backdrop for every yoU and helps organize space. When used appropriately with colour, the pattern brings a vibrant energy to layouts.


PATTERN USING MULTIPLE SEGMENTS The pattern is a visual device that is intrinsic to the Unilever identity. How we use it is crucial to maintaining the integrity of the brand. When assessing the pattern for use, it’s important to take a close look at the number of segments you’d like to use for your pattern. Depending on its application it’s important not to use too many or too few segments. When placing in layouts as a visual accent, it’s important that the pattern has an irregular edge to create a dynamic look. Remove segments accordingly.


PATTERN USING SINGLE SEGMENTS A single individual segment can become a container for multiple elements – a yoU with an icon and even a caption. Furthermore, They connect yoUs with their speech bubbles. They can even allow them to form relationships and connections to initiatives, categories and communities.

SPEECH BUBBLE

All visual graphics should be knocked out in w hite, when placed in a coloured segment. In addition they should be optically centered in the segment.

yoU + ICON PAIRING

CAPTION


Sarah, Toronto

PATTERN USING SEGMENTS The pattern and its segments are a flexible visual tool that can be used in many different ways – as an accent to create visual interest on a page, to house a yoU and icon, to frame headline text, and even photography.

ACCENT

yoU & ICON

HEADLINE HERE SUBHEAD HERE

HEADLINE TEXT


PHOTOGRAPHY

PATTERN DON’TS & EXCEPTIONS Do not (from top left to right):

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1) use only one colour of a palette’s wedge (always use shades of a colour) 2) overuse colour by using only the secondary palette colours without their tertiary shades 3) use a pattern too small in a layout 4) place multiple segments over an image so that the image is seen between the gaps of the segments – to avoid this, only one segment can be placed over an image 5) fully crop a pattern 6) keep edges straight, there should always be at least one visible irregular edge 7) have the radius of the pattern’s segments too sharp 8) have the radius of the pattern’s segments too round 9) modify a segment so that an inward angle is created. All segments should have outward angles only.

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INWARD ANGLE


PHOTOGRAPHY INTRODUCTION

REAL LIFE. From visualizing real people to back up the stories they tell, to capturing that special moment in time where something just plain good is happening – photography brings the brand to life in an honest and authentic way.

N O I T C D E E S T S U S J T H I D A E B T O


PHOTOGRAPHY STYLE To deliver an authentic story about real people, the photographs should be editorial in style showing real people doing real things. But while they should always be credible, they should never be too serious. This is about making sustainability commonplace and so we should always represent it as the better way to live.

N O I T C D E E S T S T H I S A D J U E B O T


PHOTOGRAPHY TREATMENT Depending on its application, imagery can live in a traditional frame, or more dynamically in the segments of the brand pattern. Imagery can be framed by one segment or span multiple. In layouts, it’s recommended to crop at least one side of the image off the page.

TRADITIONAL

N O I T C D E E S T S T H I S A D J U E B O T

SEGMENTS FROM PATTERN


PHOTOGRAPHY DON’TS & EXCEPTIONS Do not (from top left to right):

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1) use imagery that feels pessimistic 2) use images that feel staged or stock. 3) use images that portray the w rong mood 4) use images that are overly st ylized 5) crop an image awkwardly when spanning multiple segments 6) use too many segments when masking an image 7) integrate a yoU into a photograph

N O I T C D E E S T S S U J T H I D A E B T O


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UNILEVER LOGO INTRODUCTION

BEHIND IT ALL. Unilever is the brand that has launched this ambitious movement. Because of this it’s important that it’s linked to the identity system, not always behind the scenes.


UNILEVER LOGO HOW IT LIVES In its primary form, the Unilever logo should live on its own. In this context, the Unilever logo must always remain Unilever blue and be placed over a white background. To ensure the Unilever logo is always kept on a white background, in applications that have a different coloured background, texture or image, a white segment can be used to house the blue Unilever logo. For more information on technical constraints and guidelines for logo use, please refer to guideline ‘Unilever Logo Use’ on the Unilever Brand Centre.

ON ITS OWN

IN A WHITE SEGMENT


UNILEVER LOGO CLEAR SPACE + MINIMUM SIZE Clear space:

x

x

The clear space for the Unilever logo is defined by ‘x’. ‘x’ is the width of the ‘U’ in Unilever. Minimum size:

2x

The Unilever logo should never reduce beyond 8mm high. Otherwise it is recommended that the logo is at least 12mm tall.

2x x

x

x x CLEAR SPACE

8mm

ACTUAL SCALE

MINIMUM SIZE


CLEAR SPACE IN A SEGMENT

UNILEVER LOGO DON’TS & EXCEPTIONS

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Do not (from top left to right):

1) distort the Unilever logo 2) crop the Unilever logo 3) rotate the Unilever logo 4) use the Unilever logo without the Unilever script underneath the ‘U’. 5) place the Unilever logo in a coloured segment 6) place the Unilever logo off-centered when using a segment 7) place the Unilever logo too close to the edge of a segment 8) change the colour of the Unilever logo 9) place the Unilever logo over a coloured background 10) place the Unilever logo over an image 11) use the logoscript to create a new logo 12) add any type to the Unilever logo 13) create a new logo with single icons 14) change the position of the logo elements in relation to each other 15) change the fixed size relationship of the logo elements 16) use different colours for the individual logo elements 17) outline the logo 18) allow text to encroach on the minimum clear space


HOME & PERSONAL CARE FROZEN FOODS

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14

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W ! E N

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SUMMARY OF ELEMENTS

yoUs & icons can never live apart yoUs represent real people – both employees and consumers.

ICONS represents the DNA of our business – from great brands to sustainable living, and great people.

STORY TELLING DEVICES WILL represents Unilever’s voice. He never has a caption, and is always seen on his own, independent of any icon.

PHOTOGRAPHY When necessary, the people featured should be connected to sustainable living and at times feature our brands.

SPEECH BUBBLES With the exception of Will, when a yoU is saying something, it needs to be a real person (with a name and location) and a real story.

TO BE ADJUSTED

UNILEVER LOGO is at the heart of the identity system COLOUR introduces life and energy and should be applied appropriately to based on its application. The use of blue is important to build brand equity.

PATTERN Introduces a dynamic flexibility to the identity system. It can frame yoUs, type, and photography.

SUPPORTING ELEMENTS TYPOGRAPHY clearly communicates a message. Has the flexibility to do so in a more conservative form using DIN, or a more human illustrative style.


DESIGN INSPIRATION

DESIGN INSPIRATION IDENTITY SYSTEM EMPHASIS

Corporate Communications

Corporate Communications (Humanized)

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CORE ASSETS

Brand or Partner Communications

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+

Brand/ Partner

COLOUR Unilever Blue + Unilever Blues

Unilever Blues + Unilever Spectrum

Our identity system is our way of telling the Unilever story internally, but we also hope that the universal quality of our mission can take on a life of its own beyond Unilever. So we have designed our identity to work across a range of scenarios from corporate communications to brand communications. Our hope is that the idea that we believe in is so strong that people ever ywhere want to join in and become a part of the movement towards making sustainable living commonplace.


Unilever Spectrum

DESIGN INSPIRATION CORPORATE COMMUNICATIONS



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CORE ASSETS


+

+

Brand/ Partner




Unilever Spectrum


DESIGN INSPIRATION CORPORATE COMMUNICATIONS (HUMANIZED)



+

CORE ASSETS


+

+

Brand/ Partner




Unilever Spectrum

Thanks for your interest in Unilever! Thanks for your interest in Unilever!

Best, BEST, SUSAN MARSHALL

Oregon

Global Brand Development Manager

Susan Marshall Unilever Brand

GLOBaL BRan D DEvELOpmEnt mana GER, Uni LEvER BRan D 7822 5252 M: +44 (0)7000 000 000 T: +44 (0)20 T. 020.7822.5637 | 079.009.80604 E: [email protected] s Usan.ma Rsha LL@Uni LEvER.COm Unilever U.K. Resources Limited Unilever U.K.Central Central Resources Limited Registered in England & Wales: Company No. 29140 Registered in England & Wales: Company No. 29140 Registered Office: Unilever, Blackfriars, London, EC4Y 0DY






DESIGN INSPIRATION BRAND/PARTNER COMMUNICATIONS



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CORE ASSETS


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Brand/ Partner




Unilever Spectrum


UnileverIDStandardsGuide 11.22.11

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