Brand Essentials Version 0.4 | 13. April 2016
Work in Progress
“What‘s the use of a fine house if you haven‘t got a tolerable planet to put it on?” – Henry David Thoreau
Our Vision Our goal is a world in which everyone is able to cover his energy needs with decentralised and clean energy source. Everyone can connect with each other to share energy where and when it‘s needed. This will emancipate our world from the dependence on fossil fuels and anonymous energy corporations. – Christoph Ostermann, CEO
We are stepping out of a dark era, into a new, bright and friendly place. – Philipp Schröder, Marketing Director
This Brand Book In order to maintain and keep a coherent visual consistency and tone of voice across all the sonnen communication this visual guide was created. It explores the thoughts and motivations that lay at the very heart of the sonnen brands D.N.A. These thoughts and design solutions are deep routed at the brands very foundations. Use this guide to explore, work with and most of all to have fun with.
Logo The sonnen Logo is the brand ambassador. It is light, friendly, simple and forward thinking. It is distinctive and immediately recognisable
Logo / Vertical
Logo / Lock up The sonnen logo lockup. A logo lock up is the combination of icon, logotype and claim in various combinations for all design adaptations.
Icon
Logotype Claim
Logo / Safety Area
Logo / Scaling
100%
60%
30%
Logo / Horizontal
Logo / Lock up The sonnen logo lockup. A logo lock up is the combination of icon, logotype and claim in various combinations for all design adaptations. NOTE: Horizontal Lock up with claim coming soon
Icon
Logotype
Logo / Safety Area
Logo / Scaling
100%
60%
30%
Color The sonnen brand world is rich, open, positive and calm. The sonnen color palette embraces this. It contrasts dark premium colors with light friendly shades.
Print Products / Primary Color
90 / 62 / 35 /85
100%
40%
80%
20%
60%
05%
Print Products / Secondary Color
30 / 27 / 35 / 11
100%
40%
80%
20%
60%
05%
Print Products / Tertiary and Accent Color
62 / 0 / 8 / 0
0 / 86 / 63 / 0
100%
100%
50%
50%
50%
25%
25%
25%
0 / 15 / 82 / 0
Digital Products / Primary Color
R 24 / G 26 / B 39
#181A27 R 66 / G 75 / B 80
#424B50 R 131 / G 152 / B 169
#8398A9
Digital Products / Secondary Color
R 237 / G 237 / B 237
#EDEDED R 246 / G 246 / B 246
#F6F6F6 R 252 / G 252 / B 252
#FCFCFC
Digital Products / Tertiary & Accent Color We are currently working on a nice green: R 131 / G 197 / B 102 #84C566
R 159 / G 225 / B 129 #9FE181
R 227 / G 254 / B 215 #E3FED7
R 254 / G 74 / B 73
R 255 / G 209 / B 74
R 34 / G 185 / B 231
#FE4A49
#FFD14A
#22B9E7
R 244 / G 131 / B 31
R 255 / G 232 / B 165
R 76 / G 207 / B 239
#F48383
#FFE8A5
#4CCFEF
R 255 / G 214 / B 214
R 255 / G 251 / B 241
R 197 / G 218 / B 221
#FFD6D6
#FFFBF2
#C5DADD
Background Color
Typography Typography projects everything that is at the core of the sonnen brand. Positivity, aspiration and confidence. It should allways be open, wide and clear.
Typography
ABC
ABCDEFGHIJKLM NOPQRSTUVWXYZ
Brandon Text light, regular, medium
abcdefghijklm nopqrstuvwxyz
Typography We are talking in a soft, human fasion, this is why we only use mixed case.
Lorem ipsum dolor amet, consetetur.
Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et.
Brandon Text light
Brandon Text regular
Sadipscing elitr, sed diam nonumy eirmod tempor.
Sadipscing elitr, sed diam nonumy eirmod tempor. invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat,
Brandon Text medium
Brandon Text light
Typography Alignment of typographical systems is paramount to keep a flowing and consistent visual language across all sonnen media.
Statements, Intro Copy and Quotes.
Headlines, Sublines, Creative Copy and Articles.
Zusammen mit einer Photovoltaik-Anlage und einer sonnenBatterie de-
Zusammen mit einer Photovoltaik-Anlage und einer sonnenBatterie de-
cken Sie rund 75 Prozent Ihres jährlichen Bedarfs mit selbst erzeugtem,
cken Sie rund 75 Prozent Ihres jährlichen Bedarfs mit selbst erzeugtem,
sauberem Strom ab. Das macht Sie unabhängig denn der größte Teil Ihres
sauberem Strom ab. Das macht Sie unabhängig denn der größte Teil Ihres
Stroms kommt vom eigenen Dach und nicht mehr von einem anonymen
Stroms kommt vom eigenen Dach und nicht mehr von einem anonymen
Großversorger.
Centered
Großversorger.
Left aligned
Typography / Products Branding a Product by combining the Logotype with a sonnen Product.
sonnenBatterie sonnenCommunity Brandon Text regular
Brandon Text light
Iconography sonnen Iconography is clean, simple and friendly, it has been created to work large or small and retain its character traits.
Iconography examples Avoid sharp edges. Keep a consistent line width within a product/interface.
Imagery The sonnen imagery is friendly, light and naturally beautiful. It is allways bringing together technology, nature and humanity, while beeing unintrusive. Authenticity is key.
Imagery Product We distinguish between three kind of imagery for the sonnen product communication.
Interior
Artificial
Neutral
Imagery / Interior This emotional type of imagery connects the product to Life, People and Enviroment. It gives context to a technical Product and opens perspective. It makes it a lot easier to tell stories and relate to the brand vision. When ever possible, the interior images should provide a view to the outer world. The lights are natural, high in contrast, honest and authentic. It is the best choice for all B2C Communication. NOTE: Currently we are working on adressing more the cultural specifics and market needs as well as trying to make the products pop more, and make the images a little less about the interior design.
Imagery / Artificial This sligtly more natural enviroment is build in 3D completely. It focuses on the product, putting it in a seemingly real place. Working with real material and pattern, this connects the product to the real world. This allows us to show the device from different perspectives or emphasize certain aspects without beeing to technical and uninspiring about it. These rather unemotional images should not be the focus of attention when it comes to B2C Communitcation or at least should be accompanied by interior/nature/ people shots.
Imagery / Neutral This very clinical and factual type of imagery consist of various configurations and views, placed in a fictioanl enviroment. When it comes to listing tech. data, functionalities or explaining versions of the system, this is the image type you can use.
Tonality sonnen is not trying to hard sell a product, beeing loud and pushy about it. It is simply giving you the chance to become part of something bigger, a community of people who share the same vision. This allways should come first, before giving all the facts.
Basic Grid WIP
Basic Grid / Footer This is an example of a footer construction for print production.
min 1n
min 1n
2n centerd
min 15mm
2 x Icon + Wordmark
min 2mm
min 2mm
2mm centered
min 10mm
1n
2n
Basic Grid / Footer SBC This is an example of a sonnen battery center integration into a footer.
Ok, now you have everything you need, so what are you waiting for, get out there and start making the world a better place!
When in doubt, take a look at all current communication or consult with the headquarters.
Eigentums- und Urheberrechte/Vertraulichkeit Der Inhalt des vorliegenden “Corporate Design Manual” ist ausschließlich und uneingeschränkt Eigentum der sonnen GmbH, die auch sämtliche marken- und urheberrechtlichen Rechte daran besitzt. Mit Zurverfügungstellung dieses Dokuments erhält der Empfänger keine Rechte an den beinhalteten Daten und Informationen, insbesondere nicht das Recht zur Anmeldung gewerblicher Schutzrechte. Der Empfänger dieses Manuals ist verpflichtet, sich uneingeschränkt an die Verpflichtung zur Verschwiegenheit und Geheimhaltung zu halten und diese vorbehaltslos zu respektieren. Kein Teil des Werkes darf in irgendeiner Form ohne schriftliche Genehmigung reproduziert, verarbeitet und verbreitet werden. sonnen GmbH im Innovationspark Allgäu Am Riedbach 1 87499 Wildpoldsried Tel. 0 83 04 / 9 29 33 - 400 Fax 0 83 04 / 9 29 33 - 401 www.sonnenbatterie.de Bei Fragen wenden Sie sich bitte an / If you have any questions, please consult: Sarah Stanojevic (
[email protected])
