EW 1230 I | User manual | Electrolux Brochure Guideline 2008

Electrolux

Brochure Guideline 2008

electrolux

introduction

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Building a consistent brand

In recent years, Electrolux has been faced with the challenge of unifying a range of different brands – each with its own style and identity – under the Electrolux master brand. While this effort has been remarkably successful it remains an on-going process that requires our constant attention. As we continue to evolve our global brand, it is crucial to present a unified look and feel that is clearly evident across all our communications and media. No other marketing effort has the potential to drive our sales like a unified brand.

Brochure guidelines

These guidelines are designed to make life easier for anyone creating product brochures for Electrolux. They contain all the information you need for making vibrant presentations that generate optimum impact with the right balance of text and images. Think of these guidelines as a tool for building a consistent impression of

Electrolux for our diverse customers around the globe.

New brochure style

Grid system

Identifier shape

Product images

Mood images

Life images

Design images

Logotype

Endorsement text

Typography

Copywriting tonality

Category background colors

Content bars

White frames

Cover layout and components

Content pages

Theme spreads

Product category intros

Sub category intros

Product pages

Layout of technical data

Paper recommendations and dimensions

You’ll find more detailed information about the brand identity including image bank and logotypes at www.brandportal.electrolux.com

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table of contents

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electrolux

new brochure style

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New improved brochure style

Electrolux is a dynamic, modern company and everything we do reflects this, including our printed material. In order to be current and up-to-date we have updated our brochure style. We have elevated it and made it even stronger. There is a new mood picture style and a more refined way of showing product pictures. We also introduce a new way of presenting the different categories.

Furthermore, the improved brochure style includes a new introduction section. Here we have the opportunity to share more of the way

Electrolux thinks. This is done with magazinelike writing, which is meant to inspire.

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cooking

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dish washing 19

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cooking 19 18

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dish washing

It’s in the details.

Cooking without limitations.

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cooling

The definition of cool.

A list of everything that should be kept cool in a modern kitchen could fill this page. And we could keep adding to it indefinitely. But, is there room left for everything we want stored in the fridge or freezer? The answer, of course, is: yes.

At least if you ask us at

Electrolux.

Take, for instance, the

Electrolux Cool Center. It’s an integrated built-in combination of fridge, freezer and wine cellar. It’s the perfect side-by-side solution that makes any kitchen more stylish and personal, with storage space for everything and more.

Not even cilled wine is a problem.

The only question is, how cool do you want it?

Cooking is no longer only about frying and boiling. We’d like to go beyond the ordinary and create fantastic new dishes.

The only limitation is our imagination, and the imagination has no limits at all. We want to wok, sauté, broil, barbeque and cook anything in any way, in our own kitchen. In an

Electrolux kitchen we can.

Looks good, works better.

Take, for instance, Electrolux Global Design, our range of built-in, stylish, state of the art kitchen appliances with our horizontal light bar. The Global Design appliances are exquisitely designed and top of the line when it comes to functions, options and performance. They’re a bit more intuitive to your needs: The induction hob reacts instantly and you can use the entire surface. And we have ovens that even help you cook in ways you never thought you were capable of. Every appliance is packed with features that helps you create and cook better lunches, brunches, dinners etc.

An Electrolux dishwasher is full of small innovations. You may not even notice them at first, but soon it becomes apparent how important they are. That’s why we have baskets with foldable plate racks and foldable cup racks, which are more flexible for different sized items. Easy Lift height adjustment makes loading and unloading became a little bit easier. And when you select the Electrolux

Automatic program, the machine automatically chooses the right cycle adapted to the load and dirt level.

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ovens electrolux

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cooking

ovens

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The Electrolux Inspiro allows you to be bold, try new recipes and get tasty results every time, even if you have a limited experience of cooking. Inspiro is an intelligent oven with a new auto sensor system, which chooses the correct temperature, time and oven function for any type of meal.

Through an easy setting with a wheel and touch controls you navigate easily, you only have to select the type of food to be prepared, and how it should be cooked. The oven calculates the cooking time and takes care of the rest. It even turns itself off and alerts you when the food is done.

The Inspiro is, of course, part of the extensive range of

Electrolux ovens. We have an oven for every need and requirement. Each and everyone has a long list of features and will help you create dishes that will be remembered for a long, long time.





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electrolux

grid system

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The Electrolux grid system

We use the grid system to simplify the production of printed material. This is an easy and rational approach that helps ensure consistency, quality and costeffectiveness. This method organizes the graphic elements within certain areas.

Seven blocks

The Electrolux grid system is based on seven vertical blocks defined by the height of the page. The blocks should be as uniformly quadratic as possible, with the width of each block defined by the number of whole blocks that fit across the page when separated by a narrow border. This results in a convenient grid that provides an invisible structure to help generate consistent design.

A 4 mm border is standard for all printed material.

Images are always placed within the white border – an important part of the Electrolux graphic expression.

The grid in different sizes

Two sizes can be used for print brochures.

We recommend American letter (210 x 280 mm), but European A4 (210 x 297mm) can also be used for cost reasons.

The square format can be used for special promotions.

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grid system

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210x280 mm

210x297 mm

220x220 mm

The identifier shape

To create a dynamic and distinctive form that is widely recognized and yet versatile, we use two elements derived from ellipses, combined with a white border. The identifier shape is the form achieved by the oval elements (in these examples the grey/red forms), not the oval elements themselves.

The examples below show possible ways to create shapes. The white borders are important to achieve the shape and must not be overlooked.

The ellipses can be downloaded at www.brandportal.electrolux.com

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identifier shape

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This is an example of how the ellipse is placed to create the identifier shape.

Product Range 2008

Electrolux HemProdukter AB

105 45 Stockholm, Sweden

Tel: +46 (0)8 –738 60 00 www.electrolux.se

Customer services

Tel: +46 (0)771–11 44 77

E-mail: [email protected]

The Thoughtful Design Innovator.

Do you remember the last time you opened a gift that made you say “Oh! How did you know? That’s exactly what I wanted!” That’s the kind of feeling that the designers at Electrolux seek to evoke in everyone who chooses or uses one of our products.

We devote time, knowledge, and a great deal of thought to anticipating and creating the kind of appliances that our customers really need and want.

This kind of thoughtful care means innovating with insight. Not design for design’s sake, but design for the user’s sake. For us, thoughtful design means making appliances easier to use and tasks more enjoyable to perform, freeing our customers to experience that ultimate 21st century luxury, ease of mind. Our aim is to make this ease of mind more available to more people in more parts of their everyday lives, all over the world. So when we say we’re thinking of you, you know we mean just that.

Electrolux. Thinking of you.

Share more of our thinking at www.electrolux.com

electrolux

identifier shape in use

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Identifier shape in use

The identifier shape should always appear on brochure covers. Inside the brochure the identifier shape only appears when a new category or theme is introduced.

Always make sure that the logotype and texts are clearly visible. The examples below illustrate the use of ellipses in a typical brochure.

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cooling

The definition of cool.

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cooking 19 Electrolux HemProdukter AB



Customer services

Tel: +46 (0)771–11 44 77








A list of everything that should be kept cool in a modern kitchen could fill this page. And we could keep adding to it indefinitely. But, is there room left for everything we want stored in the fridge or freezer? The answer, of course, is: yes.

At least if you ask us at

Electrolux.

Take, for instance, the

Electrolux Cool Center. It’s an integrated built-in combination of fridge, freezer and wine cellar. It’s the perfect side-by-side solution that makes any kitchen more stylish and personal, with storage space for everything and more.

Not even cilled wine is a problem.

The only question is, how cool do you want it?

Product Range 2008


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Product images

While full product images are more informative and direct, great care must be taken to use the best angles and lighting to avoid a flat, one-dimensional appearance. Make sure the images include a shadow underneath so they feel “anchored”. When properly used, this shading also provides a necessary sense of depth, texture and contrast that lifts the image off the page and invites readers to appreciate the product’s aesthetic qualities. A well-rendered image can even help people imagine how the product will feel in their hands.

Download pictures for major appliances at our global picture database: http://pictures-ehp.electrolux.com.

Download pictures for Floorcare at: www.sesame.electrolux.com

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product images

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Mood images

The purpose of mood images is to show the product in use in a home setting. The images should focus on one or more hero products in their natural environment, and have a sense of warmth to create a special atmosphere

(never white cold light). There should be no people in mood images.

Download mood images at our brand portal: www.brandportal.electrolux.com

Download pictures for major appliances at our global picture database: http://pictures-ehp.electrolux.com

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mood images

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What makes a good Electrolux life image?

Life is not perfect. But that’s what makes it so interesting. The same can be said about our “life” images.

All our communication should show that

Electrolux understands the consumer and his or her everyday life. We should not depict an artificial, plastic, non-existent world.

Electrolux life images are characterized by honesty and sincerity. They go beyond the superficial and glossy. You can easily relate to their likeable and positive realism.

One feels genuine life in them – joy, thought, experience, contact, contentment, warmth.

They are more “real-life” than “lifestyle”. A good reference is that you should be able to say both “I could see myself in that picture” and “I would like to be in that picture”.

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life images

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Design images

Design is one of today’s most effective competitive weapons. To make our brochures more compelling and better able to reach our customers, you should use close-up images of products that illustrate and accent the premium look and feel of our design program. This component of the new

Electrolux graphic guidelines is a highly logical approach because many of our principle target groups include people who see design as a crucial deciding factor for their purchases. Evocative images such as these serve to underscore numerous essential emotional aspects of a product’s character, such as color, form and texture.

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design images

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logotype

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Using the logotype, symbol and selling line

The logotype, symbol and selling line use the color PMS 294 (C:100 M:56 Y:0 K:18) or black. If reversed, they are to be shown in white. Around the logotype there is an exclusion zone, one square E-symbol wide.

This zone should contain no graphic elements other than the background. The only exception is the selling line: “Thinking of you”. The size and position of the selling line are the same regardless of language.

The Electrolux logotype represents both the brand and the company. Whenever we use the logotype to communicate the

Electrolux brand, the selling line “Thinking of you” should be used.

Material with “Makes life a little easier”, as well as other lines used locally, can exist in parallel with the new line until 31 December

2006. After that date, only the new line should be used.

Read more about logotypes in use or download the logotype guidelines at www.brandportal.electrolux.com

Black Pantone 294 C:100 M:56 Y:0 K:18 Reversed/white

Creating the exclusion zone

The logotype exclusion zone should always be one square E-symbol, as indicated. The areas indicated by the lines represent the minimum distance from the border of a paper or from other graphic elements or texts. Wherever possible, there should be even more space around the logotype than that indicated by the exclusion zone. The exclusion zone should be rigorously adhered to in all applications. The grey line and the grey-lined E-symbols serve as a guide only.

Do not print them.

Creating the exclusion zone

The logotype exclusion zone is created using one resp. one half square E-symbol, as shown above. The area defined by the frame represents the minimum distance from the border of a paper or from other graphic elements or texts. Wherever possible, there should be even more space around the logotype than that indicated by the exclusion zone.

The exclusion zone should be rigorously adhered to in all applications.

Download logotypes on www.brandportal.electrolux.com

electrolux

endorsement text

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Text for catalogues and user manuals – The Electrolux Brand

For brands including the Electrolux brand, all double-branding and brands where

Electrolux is part of the identity.


Do you remember the last time you opened a gift that made you say “Oh! How did you know? That’s exactly what I wanted!”

That’s the kind of feeling that the designers at Electrolux seek to evoke in everyone who chooses or uses one of our products. We devote time, know-ledge, and a great deal of thought to anticipating and creating the kind of appliances that our customers really need and want.




For catalogues and brochures.

Application on back cover.




Customer services

Tel: +46 (0)771–11 44 77








Product Range 2008

electrolux

typography

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Headlines

For headlines, Helvetica Neue 45 Light and

Helvetica Neue 75 Bold work equally well.

The choice of which to use depends on the context.

An important part of the Electrolux expression is the tight typesetting and leading

(line feed), which result in a coherent and more dynamic expression. If reversed text is used, the setting should be slightly less tight.

75

&

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Helvetica Neue 75 Bold

Helvetica Neue 45 Light

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Helvetica Neue 75 Bold

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Helvetica Neue 45 Light

Body copy

Use Electrolux Helvetica Neue 45 Light for body copy (longer text). Helvetica Neue 75

Bold should be used for headlines and highlighting.

Leading and kerning

Headlines are set with tight kerning and line feed. To achieve optically correct typography, use tight line feed above 18 points. In body copy, Electrolux Helvetica Neue Light and

Bold are to be used with tight kerning and a line feed that helps legibility. See examples below.

electrolux

typography

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53/51

Building a consistent impression

11/13 8.5/11 7/9

The call for freedom is new. The new typography strives to be free.

In the days when book design was text orientated, the issue of freedom did not arise. In the 18th century, books had a standard type area, one column to a page,

The call for freedom is new. The new typography strives to be free. In the days when book design was text orientated, the issue of freedom did not arise. In the 18th century, books had a standard type area, one column to a page, were somehow or other correctly aligned, with block type, and page numbers at page foot centre. Freedom be-

The call for freedom is new. The new typography strives to be free.

In the days when book design was text orientated, the issue of freedom did not arise. In the 18th century, books had a standard type area, one column to a page, were somehow or other correctly aligned, with block type, and page numbers at page foot centre.

Headlines

Headlines should involve an interplay with the images they accompany. Each component – literal and visual – should work together to create an overall impression or tell a story. A good headline accentuates what is being shown in the accompanying image; it should not “repeat” the same information provided in the picture. Headlines should always focus on the product’s main benefit to users (see example below).

A headline can have a twist that makes the reader stop and think. However, any playfulness or humor must be understandable to all of our customers.

Body copy

The descriptive texts we use should suit our

“life” images. That means using an engaged tone of voice that is friendly, contemporary, helpful, down-to-earth and personal. Strive for a spirited style that’s more communicative than informative.

The voice and rhythm should be that of a friend having a conversation, not a salesman selling a machine. Describe how a product solves the customer’s problem and makes life easier.

Ultimately our customers are hungry for good information and highly responsive to a tonality that makes our brand more personal and approachable.

As much as possible, each spread should be focused to highlight the product’s single-minded story, for instance “silence” for certain vacuum models. Try to emphasize specific benefits that help the product stand out more clearly but that also support the overall story. This makes it easier for readers to differentiate and remember what makes our products superior.

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copywriting tonality

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category background colors

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Category background colors

To differentiate the categories and get a more flexible way of presenting the products, a page background color has been given to each product category.

These page background images can be downloaded at our global picture database: http://pictures-ehp.electrolux.com

Cooking Cooling Floorcare

Dish washing Laundry Air care

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category background colors in use

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Category background colors in use

The appliances are presented with a soft shadow to give each product more depth.

Each category has its own color on the content bar in the upper corner.

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Floorcare

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content bars

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Content bars

Each category has its own color on the content bar in the upper corner, which will make it easier to navigate within the brochures.

These are the current colors that are to be used. Every color is stated in CMYK below.


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Cooking. C8 M80 Y57 B23

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Laundry. C75 M20 Y5 B55

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Cooling. C56 M11 Y0 B43

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Air care. C0 M60 Y100 B0

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Dish washing. C55 M0 Y27 B73

Floorcare. C90 M60 Y30 B0

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0.5 pkt frame.

The width is determined by the word length.

6 mm high. With bleed.

Page headline and number:

Helvetica Neue 75 bold, 7 pt

Helvetica Neue 55 roman, 7 pt

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white frames

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White frames

The white frame is an important part of the

Electrolux graphic expression. Use a 4 mm outer frame for the whole page. Frames must always be white.

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dish washing

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dish washing 19

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4 mm white frame.

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cover layout and components

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Cover layout and components

This section provides you with an overview of how visual and textual elements should be placed on the front and back covers of the brochures.

Endorsement text is used on brochures.

Helvetica Neue 45 Light 9/12 pt

Helvetica Neue 75 Bold 9/12 pt, 90% black.

Sales office contact information

Helvetica Neue 45 Light 9/12 pt




Customer services

Tel: +46 (0)771–11 44 77








Headline in the right upper corner describing the content of the brochure.

Helvetica Neue 45 light, 15 pt

Product Range 2008 elipse_back_left.eps

Back cover: design image or just a color tone from the color palette.

Date and product number.

Cover page: design image or life image.

elipse_front_right.eps

Logotype is placed in the elipse.

Content page

Depending on how many categories are included in the brochure, different content pages can be used. It can be a double-page spread or a single-page. The categories can be presented one by one together with their subcategories. Or general themes, like Built in and Free standing, can be introduced. If so, the categories and subcategories are put under these themes. Please note that the categories are always linked to their colors.

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content page

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corporate information page

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Corporate information page

In the beginning of a brochure there should be Corporate information describing the

Thinking of you concept and the environmental responsibility Electrolux continuously is taking.

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thinking of you

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Never stop thinking.

When we say we are thinking of you, we really mean it. Around the world, we’re visiting you as a consumer and are taking part in your everyday life. We do everything we can in order to understand your needs and the problems you want solved. We don’t design for design sake, but for your sake.

We devote time, our know-how and our insight towards developing appliances that will make you say “This is exactly what I wanted! How did you know?”

The answer is simple: because we were thinking of you when we made it.

Today people are concerned about climate change and just like you; we want to make a difference.

‘Thinking of you’ is our assurance that

Electrolux appliances are safe for you, for the environment and for future generations.

That’s why our promise of goes far beyond meeting your needs today. It also underlines how important it is to also consider our impact on people and the planet.

Our products are designed to help you live a better, smarter and energy-leaner lifestyle.

When the day comes that your appliance is no longer in use, they can be properly disposed of and recycled.

At Electrolux, we also maintain high environmental and ethical standards in our facilities and with our suppliers--no matter where in the world they are located.

We have a long-standing reputation in the environment and corporate responsibility.

We have been recognized as being on the cutting-edge of developing energy and water efficient products.

See more of our thinking at www.electrolux.com/sustainability.

The European Commission awarded Electrolux with

“Best Corporate Commitment” within the Sustainable

Energy Europe campaign 2005-2008.

Electrolux. Thinking of you.

Theme spreads

Electrolux has extensive knowledge and long experience. Being The Thoughtful

Design Innovator we spend enormous amounts of time getting to know the needs and desires of the consumers. We constantly gather information about everything that may have any implication on our business.

In short, we know a lot. And sometimes we’d like to share this knowledge without having to be product focused. The theme pages are a perfect forum for this. Here we entertain the reader with magazine-like informal texts, which are primarily meant to inspire, not sell products. After reading, the reaction should be “interesting, I didn’t know that”. The texts should, however, be about Electrolux themes, such as:

- The laundry zone

- Hosting

- Creative cooking

- Design for the future

- etc

electrolux

theme spreads

25

18

electrolux

refreshments

The refreshments are served.

should be juicy and the vegetables crisp. And we expect our foodstuffs to stay fresh for a long time, even if it means stretching the laws of nature. Today, this is not a problem. Fresh produce is always available and the fridge is always on.

It’s not a coincidence that the fridge plays an important part in numerous TV-shows and movies. How many times haven’t we seen the hero come home and walk straight to fridge?

Or think of all those detectives looking inside a suspect’s fridge. A quick peek is all it takes to get an instant impression of a whole existence. The well stocked fridge tells of a happy family, while empty shelves reveal a man down on his luck.

Most Hollywood productions are far from real, but in this case they’re spot on. The fridge is as vital in real life as it is on the screen.

Is it cold enough for you?

The fridge is one of the modern innovations we’d really have a hard time doing without.

While our parent’s generation embraced canned products simply because it was the only way to get food from far away places or out-of-season, we are much more picky. We don’t want anything out of a can. No, the fruit

Have a drink.

It used to be that we paused now and then for cup of tea or coffee. Today, it’s just as often a smoothie or a glass of juice, which we like to enjoy at all hours. A break is always welcome in our stressful modern day lives, and refreshing drink is just what’s needed, especially when it’s homemade from ingredients straight from the fridge.

We also drink more and more water, since it helps us to stay fit and healthy. Ironically, this means that we wear ourselves out carrying heavy water bottles home from the store (and also have trouble finding enough room for them in the fridge). Then, when we’ve finished the bottles we’re left not only with droves of empties but also with a slightly bad conscience. The reason? The transportation by air of all that water from springs all over the world has been revealed to be a big contributor to the climate change.

That was the bad news. The good news is that a modern fridge and freezer makes bottled water obsolete. A state of the art fridge/freezer gives you chilled water and ice cubes straight from the door. It’s like something you once only saw on film. Once again, reality is more interesting. And it comes from Electrolux.

electrolux

refreshments 19

Product category intro

Some spreads require more texts, for instance when introducing a new category.

In these cases the larger lead-in text is followed by two columns of text which are placed in the grid to allow for the use of small images.

Lead-in text

The lead-in text on these pages can be a bit more informal than the text on the first spread. It should repeat the main benefit/promise of the product, but also describe the other benefits.

electrolux

product category intro

26

18

electrolux

cooking

Tat wis eugait dolorem ad tio duip esequam ing etue con ulla commod tat vullutat. Corer lorem sis esequiscin ut ad magnim quisit verii quam losimal deleniat. Modiam sit augue consequipis sit euisci tiscinc iliscilutat.Feuis amet, velit ullaor sitmet eril eugiamet, quat. Tum vullan henim iure tisciduisi blaore tionseq uissi. Nisi bla faccum irit augam vullam, vel ut venisit eum iureet, coreet velopat dolorperit lor sum modo lortionse modiat. Gait dunt ipit amet vel euis nostio con ulla augiat, quat alit ipsum dolorti ssenisi. Lore modignim vel eum volor ipisi ad magnim verii.

Body copy:

Helvetica Neue 45 Light 9/12 pt.

Headline originating from the base-line.

Helvetica Neue 45 Light, 46/46 pt.

electrolux

cooking 19


Diamconsequis eros dolent ea feu faccum doloboreet, con hendit iuscilis ea faccum dolorem elisl ing et ulputpat in velit alismod olutet, quat adit irit, con ut ad tatuera esenit ipit adignit alisi llaor sitmet er. Lore dio od del iriure minit nis at lorperilis non henis nos nim essit, quat eu feugait augue molorero dolore facilis atet la feuguerit nostrud tatie.

Induction.

Tat wis eugait dolorem ad tio duip esequam ing etue con ulla commod tat vullutat. Corer lorem sis esequiscin ut sitam ad magnim quisit verii quam losimal deleniat. Modiam sit augue consequipis sit euisci tiscinc iliscilutat.Feuis amet, velit ullaor sitmet eril eugiamet, quat loraditum solar.

Tum vullan henim iure tisciduisi blaore tionseq uissi. Nisi bla faccum irit augam vullam, vel ut venisit eum iureet, coreet velopat dolorperit lor sum modo lortionse modiat.

Gait dunt ipit amet vel euis nostio con ulla augiat, quat alit ipsum dolorti ssenisi.

Lore modignim vel eum volor ipisi ad magnim verii. Tat wis irit augam vullam, vel ut venisit eum iureet, coreet mi velopat eugait dolorem ad tio duip esequam ing etue con sitm.

Dolor sit minisept amet sit lorem.

Velisl ulluptat wismodigna faccum nulla mel facin exer at.

Ortie ver sequi ting eu feuipit wisl ute diat nis nis erat augait nit alit in eugait aliquisim ver sit aliquam coreet, velip solor exercillam, vel elendip etueraesed mod eu feu feuisci et utet

Children safe.

Sequisc incipsum dolorem augue duisim quat volorti niam conum veliscinci tat lortis esequat. Ut utem melis dolortie consectet praesequatue tie minit dio consecte elisi. Esem venim zzrilit dolenisl ip eugue commolore mincipi sissent luptat aciliqu amconsequi blan velis eniatue te do consequat. Ud molut ing eugait lummodolobor irit nullaorem zzrit irit augam vullam, vel ut venisit eum iureet, coreet mi velopat commy nonullaore dunt del eniametum dio odipsum inci ea faci tisim ercinci blam.

Body copy in two columns:


Subheads:

Helvetica Neue 75 bold, 9/12 pt, 90% black

Base-line moved 2 pt

The main lead-in text is placed above the base-line.

8 columns wide.


No more than five lines.

electrolux

layout guidelines

27

This example shows how to work with the grid system on spreads with a lot of text.

Notice that the small visuals should always highlight a benefit described in the text.

To create a consistent look all through the brochure keep the information within the base-lines shown below.

Content bar: 6 mm high. With bleed.

Page headline and number:

Helvetica Neue 75 bold, 7 pt

Helvetica Neue 55 roman, 7 pt

18

electrolux

cooking

Subheads:

Helvetica Neue 75 bold, 9/12 pt,

90% black. Base-line moved 2 pt

Body copy in two columns:


electrolux

cooking 19

Lorem ipsum dolor sit amet.




Lore modignim vel eum volor ipisi ad magnim verii. Tat wis eugait dolorem ad tio duip esequam ing etue con sitm.


Sequisc incipsum dolorem augue duisim quat volorti niam conum veliscinci tat lortis esequat. Ut utem melis dolortie consectet praesequatue tie minit dio consecte elisi. Esem venim zzrilit dolenisl ip eugue commolore mincipi sissent luptat aciliqu amconsequi blan velis eniatue te do consequat. Ud molut ing eugait lummodolobor irit nullaorem zzrit ad eros augiat. Aliquamet aut non venibh et milo veliquatue commy nonullaore dunt del eniametum dio odipsum inci ea faci tisim ercinci blam.

Touch control.



Tum vullan henim iure tisciduisi blaore tionseq uissi. Nisi bla faccum irit augam vullam, vel ut venisit eum milo iureet, coreet velopat dolorperit lor sum modo lortionse modiat.

Gait dunt ipit amet vel euis nostio con ulla augiat, quat alit ipsum dolorti ssenisi praesequatue tie.

Ipsum dolor sit amet lorem minisept.

Mulla commod tat vullutat. Corer lorem sis esequiscin utiladso ad magnim quisit verii quam losimal deleniat. Modiam sit augue consequipis sit euisci tiscinc iliscilutat.

Feuis amet, velit ullaor sitmet eril eugiamet, quat. Tum ita vullan henim iure tisciduisi blaore tionseq uissi. Nisi bla falum irit augam vullam, vel ut venisit eum iureet, coreet mi velopat dolorperit lor sum modo lortionse modiat. Gait me dunt ipit amet vel euis nostio con ulla augiat, quat alit soma ipsum dolorti ssenisi. Lore modignim vel eum volor ipisi ad magnim verii. Veliquat irillam, quis etue consenit autpate min ut acilit velis at. Veros nonsed dit, sustie diamcon.

Tat wis eugait dolor em ad tio duip esequam ing etue conulla ti magnim.


Sequisc incipsum dolorem augue duisim quat volorti niam conum veliscinci tat lortis esequat. Ut utem melis dolortie consectet praesequatue tie minit dio consecte elisi. Esem venim zzrilit dolenisl ip eugue commolore mincipi sissent luptat aciliqu amconsequi blan velis eniatue te do consequat. Ud molut ing eugait lummodolobor irit nullaorem zzrit

Caption:

Helvetica Neue 45 light, 7/10 pt

Ipsum dolor sit amet lorem minisept.

Mulla commod tat vullutat. Corer lorem sis esequiscin utiladso ad magnim quisit verii quam losimal deleniat. Modiam sit augue consequipis sit euisci tiscinc iliscilutat.

Feuis amet, velit ullaor sitmet eril eugiamet, quat. Tum vullan henim iure tisciduisi blaore tionseq uissi. Nisi bla faccum irit augam vullam, vel ut venisit eum iureet, coreet velopat dolorperit lor sum modo lortionse modiat. Gait dunt


Sequisc incipsum dolorem augue duisim quat volorti niam conum veliscinci tat lortis esequat. Ut utem melis dolortie consectet praesequatue tie minit dio consecte elisi. Esem venim zzrilit dolenisl ip eugue commolore mincipi sissent luptat aciliqu amconsequi blan velis eniatue te do consequat. Ud molut ing eugait lummodolobor irit nullaorem zzrit ipit amet vel euis nostio con ulla augiat, quat alit soma ipsum dolorti ssenisi. Lore modignim vel eum volor ipisi ad magnim verii. Veliquat irillam, quis etue consenit autpate min ut acilit velis at. Veros nonsed dit, sustie diamcon.

Sequisc incipsum dolorem augue duisim quat volorti conum veliscinci tat lortis esequat. Ut utem melis dolortie consectet praesequatue tie minit dio consecte elisi. Esem venim zzrilit dolenisl ip eugue commolore mincipi sissent luptat aciliqu amconsequi blan velis eniatue te do consequat. Ud molut ing eugait lummodolobor irit nullaorem zzrit ad eros augiat. Aliquamet aut non venibh et milo veliquatue commy nonullaore dunt del eniametum.

Base-lines throughout the whole brochure.

electrolux

layout guidelines

28

Subcategory intro

Sometimes a subcategory needs an introduction that explains its benefits. The most obvious way of doing this is, of course, with a mood picture or a picture of an icon product together with an introduction text.

Mood image

18

electrolux

laundry

electrolux

laundry 19





EKC78605385X





EKC78605385X





EKC78605385X

Tat wis eugait dolorem ad tio duip esequam ing etue con ulla commod tat vullutat. Corer lorem sis esequiscin ut ad magnim quisit verii quam losimal deleniat. Modiam sit augue consequipis sit euisci tiscinc iliscilutat.Feuis amet, velit ullaor sitmet eril eugiamet, quat. Tum vullan henim iure tisciduisi blaore tionseq uissi. Nisi bla faccum irit augam vullam, vel ut venisit eum iureet, coreet velopat dolorperit lor sum modo lortionse modiat. Gait dunt ipit amet vel euis nostio con ulla augiat, quat alit ipsum dolorti ssenisi. Lore modignim vel eum volor ipisi ad magnim verii.

Body copy in one column:






EKC78605385X





EKC78605385X





EKC78605385X

Product name: Helvetica Neue 75 bold, 7/10 pt, 65% black

Product text: Helvetica Neue 45 light, 7/10 pt,

1.3 pt before and after text (space)

Bullet points: Helvetica Neue 45 light, 7/10 pt

hobs electrolux

cooking 19 18

electrolux

cooking

hobs







Lore modignim vel eum volor ipisi ad magnim verii. Tat wis irit augam vullam, vel ut venisit eum iureet, coreet mi velopat eugait dolorem ad tio duip esequam ing etue con sitm.

Dolor sit minisept amet sit lorem.




Sequisc incipsum dolorem augue duisim quat volorti niam conum veliscinci tat lortis esequat. Ut utem melis dolortie consectet praesequatue tie minit dio consecte elisi. Esem venim zzrilit dolenisl ip eugue commolore mincipi sissent luptat aciliqu amconsequi blan velis eniatue te do consequat. Ud molut ing eugait lummodolobor irit nullaorem zzrit irit augam vullam, vel ut venisit eum iureet, coreet mi velopat commy nonullaore dunt del eniametum dio odipsum inci ea faci tisim ercinci blam.


Rit aut wisi. Tat wis eugait dolorem ad tio duip doloira esequam ingo etue con ulla commod sita si tat vullutat. Corer lorem sis esequiscin lorem ipsum dolad magnim quisit verii quam deleniat. Modiam sit colo augue sin doli consequips euisci tiscinc iliscilutat. Etue con ulla commod sita si tat vullutat.



EKC78605385X





EKC78605385X





EKC78605385X





EKC78605385X

Product pages

This example shows how to work with the grid system when displaying different numbers of products.

18

electrolux

cooking

cookers cookers electrolux

cooking 19





EKC78605385X





EKC78605385X





EKC78605385X





EKC78605385X





EKC78605385X





EKC78605385X





EKC78605385X





EKC78605385X





EKC78605385X





EKC78605385X

18

electrolux

cooling

fridge fridge electrolux

cooling 19





EKC78605385X





EKC78605385X





EKC78605385X





EKC78605385X





EKC78605385X





EKC78605385X





EKC78605385X





EKC78605385X

electrolux

layout guidelines

29

electrolux

product page layout components

30

Product page layout components

This section provides you with an overview of how textual elements should be placed in brochures.

electrolux

laundry 19





EKC78605385X





EKC78605385X





EKC78605385X

Product name: Helvetica Neue 75 bold, 7/10 pt, 65% black

Product text: Helvetica Neue 45 light, 7/10 pt,

1.3 pt before and after text (space)

Bullet points: Helvetica Neue 45 light, 7/10 pt

Product number: Helvetica Neue 45 light, 7/10 pt

Symbols: 75% black





EKC78605385X





EKC78605385X





EKC78605385X

Symbol explanation page

The symbols shown on product pages and maybe on other pages too, are best explained on a separate page after each subcategory section i.e. Washing.

electrolux

oven 19



Rit aut wisila. Tat wis eugait dolor em ad tio duip esequam ing etue conulla ti magnim quisit sit verii quam sitam deleniat. Modiam sit augueni cons.















electrolux

symbol explanation page

31

electrolux

layout of technical data

32

Technical specifications

The following two pages show examples of pages that contain pure technical data.

Helvetica Neue 75 Bold 18 pt,

65% black.

18

electrolux

laundry

Laundry

Helvetica Neue 75 Bold 7/11 pt.

Helvetica Neue 55 Roman 7/11 pt.

White background bars under every second line, 2% black.

Modell

Bild och text sidan

Bredd mm

Höjd mm

Djup mm

Centrifugering lång varv/min

Centrifugering kort varv/min

Trumvolym liter

Material i inner/yttertrumman

Tvättsystem

Direct spray

Intuition

Traditionellt + ECO valve

Kalltvättfas/Snabbtvätt

Sköljstopp/Extra sköljning

ABC Active Balance Control

Mjukstart/Balanskontroll

Skumavkänning/Tömningskontroll

Ekonomiprogram/Miniprogram

SweetWave ylle/silke/handtvätt

Fördröjd start

Prestanda enligt EU-norm

Energieffektivitetsklass A–G1)

Energiförbrukning kWh/tvätt2)

Tvätteffekt A–G3)

Centrifugeringseffekt A–G4)

Restfuktighet efter centrifug%5)

Centrifugeringshastighet varv/min5)

Kapacitet, bomull torr tvätt kg5)

Vattenförbrukning/tvätt lit5)

Programtid min5)

Beräknad förbrukning per år för ett fyrapersonshushåll: energi kWh/år5) vatten lit/år5)

Buller dB(A) EN 60704-3 tvätt5) centrifugering5)

Anslutningseffekt 230V 10A

Anslutningskabel med jorddon m

Vattentryck min-max (kg/cm2)

Inloppsslang m

Avloppsslang m

Ställbara fötter mm

Vikt ca kg

204

9800

58

75

2200

1,5

0,5–8

1,5

1,6

+10

74

A

A

A

1,02

44

1600

6

49

140

•

•

–

• / •

• / •

•

• / •

• / •

• / •

• / • / •

•

EW 1230 F

Front

8–9

600

850

620

1600

900

54

Rf/Carboran

•

•

–

• / •

• / •

•

• / •

• / •

• / •

• / • / •

•

EW 1030 F

Front

10

600

850

620

1200

900

46

Rf/Carboran

EW 1000 S

Front

11

600

620

1200

900

54

Rf/Carboran

–

•

•

• / •

• / •

•

• / •

• / •

• / •

• / • / •

•

• / •

• / •

• / •

• / •

•

•

•

•

• / •

• / •

• / •

EWC 1350

Front

11

600

850

620

1200

900

54

Rf/Carboran

A

B

A

0,85

53

1200

5

44

135

A

B

A

1,14

53

1200

6

54

140

A

B

A

1,14

53

1200

6

54

140

170

8800

57

72

2200

1,5

0,5–8

1,5

1,6

+10

74

228

10800

58

72

2200

1,5

0,5-8

1,5

1,6

+10

74

228

10800

58

72

2200

1,5

0,5-8

1,5

1,6

+10

74

electrolux

layout of technical data

33

Alternative layouts of technical data.

18

electrolux

laundry

Laundry

Modell

Bild och text sidan

Bredd mm

Höjd mm

Djup mm



Trumvolym liter


Tvättsystem

Direct spray

Intuition









Fördröjd start










Programtid min5)






Inloppsslang m

Avloppsslang m


Vikt ca kg

170

8800

57

72

2200

1,5

0,5–8

1,5

1,6

+10

74

A

0,85

A

B

53

1200

5

44

135

204

9800

58

75

2200

1,5

0,5–8

1,5

1,6

+10

74

A

1,02

A

A

44

1600

6

49

140

EW 1230 F

Front

8–9

600

850

620

1600

900

54

Rf/Carboran

• / •

•

• / •

• / •

•

•

–

• / •

• / •

• / • / •

•

EW 1030 F

Front

10

600

850

620

1200

900

46

Rf/Carboran

• / •

•

• / •

• / •

•

•

–

• / •

• / •

• / • / •

•

EW 1000 S

Front

11

• / •

•

• / •

• / •

–

•

•

• / •

• / •

• / • / •

•

600

620

1200

900

54

Rf/Carboran

EWC 1350

Front

11

600

850

620

1200

900

54

Rf/Carboran

• / •

• / •

• / •

• / •

•

•

•

• / •

• / •

• / •

•

A

1,14

A

B

53

1200

6

54

140

228

10800

58

72

2200

1,5

0,5-8

1,5

1,6

+10

74

228

10800

58

72

2200

1,5

0,5-8

1,5

1,6

+10

74

A

1,14

A

B

53

1200

6

54

140

electrolux

laundry 19



600

Djup med öppen lucka

Djup (inkl knappar/vred)

Dolor ipsum sito amet.

Rit aut wisi. Tat wis eugait dolorem ad tio duip doloira esequam ingo etue coulla commod sita si tat vullutat.

400

600



Modiam sit colo augue sin consequips euisci tiscinc iliscilutat. Etue con ulla commod sita si tat vullutat.

400

600



400

600

600

Djup med öppen lucka

Djup (inkl knappar/vred)

18

electrolux

laundry

Laundry

Modell

Bild och text sidan

Bredd mm

Höjd mm

Djup mm



Trumvolym liter


Tvättsystem

Direct spray

Intuition









Fördröjd start










Programtid min5)






Inloppsslang m

Avloppsslang m


Vikt ca kg

170

8800

57

72

2200

1,5

0,5–8

1,5

1,6

+10

74

A

B

A

0,85

53

1200

5

44

135

204

9800

58

75

2200

1,5

0,5–8

1,5

1,6

+10

74

A

A

A

1,02

44

1600

6

49

140

•

•

–

• / •

• / •

•

• / •

• / •

• / •

• / • / •

•

EW 1230 F

Front

8–9

600

850

620

1600

900

54

Rf/Carboran

•

•

–

• / •

• / •

•

• / •

• / •

• / •

• / • / •

•

EW 1030 F

Front

10

600

850

620

1200

900

46

Rf/Carboran

EW 1000 S

Front

11

600

620

1200

900

54

Rf/Carboran

–

•

•

• / •

• / •

•

• / •

• / •

• / •

• / • / •

•

• / •

• / •

• / •

• / •

• / •

• / •

•

•

•

•

• / •

EWC 1350

Front

11

600

850

620

1200

900

54

Rf/Carboran

A

1,14

A

B

53

1200

6

54

140

228

10800

58

72

2200

1,5

0,5-8

1,5

1,6

+10

74

228

10800

58

72

2200

1,5

0,5-8

1,5

1,6

+10

74

A

B

A

1,14

53

1200

6

54

140

170

8800

57

72

2200

1,5

0,5–8

1,5

1,6

+10

74

A

B

A

0,85

53

1200

5

44

135

204

9800

58

75

2200

1,5

0,5–8

1,5

1,6

+10

74

A

A

A

1,02

44

1600

6

49

140

•

•

–

• / •

• / •

•

• / •

• / •

• / •

• / • / •

•

EW 1230 F

Front

8–9

600

850

620

1600

900

54

Rf/Carboran

•

•

–

• / •

• / •

•

• / •

• / •

• / •

• / • / •

•

EW 1030 F

Front

10

600

850

620

1200

900

46

Rf/Carboran

EW 1000 S

Front

11

600

620

1200

900

54

Rf/Carboran

–

•

•

• / •

• / •

•

• / •

• / •

• / •

• / • / •

•

• / •

• / •

• / •

• / •

• / •

• / •

•

•

•

•

• / •

EWC 1350

Front

11

600

850

620

1200

900

54

Rf/Carboran

•

•

–

• / •

• / •

•

• / •

• / •

• / •

• / • / •

•

EW 1230 F

Front

8–9

600

850

620

1600

900

54

Rf/Carboran

•

•

–

• / •

• / •

•

• / •

• / •

• / •

• / • / •

•

EW 1030 F

Front

10

600

850

620

1200

900

46

Rf/Carboran

EW 1000 S

Front

11

600

620

1200

900

54

Rf/Carboran

–

•

•

• / •

• / •

•

• / •

• / •

• / •

• / • / •

•

• / •

• / •

• / •

• / •

• / •

• / •

•

•

•

•

• / •

EWC 1350

Front

11

600

850

620

1200

900

54

Rf/Carboran

A

1,14

A

B

53

1200

6

54

140

228

10800

58

72

2200

1,5

0,5-8

1,5

1,6

+10

74

A

1,14

A

B

53

1200

6

54

140

228

10800

58

72

2200

1,5

0,5-8

1,5

1,6

+10

74

A

1,02

A

A

44

1600

6

49

140

204

9800

58

75

2200

1,5

0,5–8

1,5

1,6

+10

74

A

0,85

A

B

53

1200

5

44

135

170

8800

57

72

2200

1,5

0,5–8

1,5

1,6

+10

74

A

1,14

A

B

53

1200

6

54

140

228

10800

58

72

2200

1,5

0,5-8

1,5

1,6

+10

74

228

10800

58

72

2200

1,5

0,5-8

1,5

1,6

+10

74

A

B

A

1,14

53

1200

6

54

140

electrolux

laundry 19

Electrolux Service page

Always communicate service information to the costumers in a product brochure. It can be a spread, a full page or part of a page.

This information is best placed at the end of the brochure.

18

electrolux

service

Låt oss göra jobbet, ring 0771–76 76 76.

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Du ska kunna lita på vår service.

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Borås

Eskilstuna

Falun

Gävle

Göteborg

Hofors

Halmstad

Helsingborg

Hisingen

Hudiksvall

Nu kan vi också luftvärmepumpar.

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Jönköping

Kalmar

Karlstad

Kiruna

Kristianstad

Kungens Kurva

Linköping

Luleå

Lund

Malmö

Mora

Nacka

Norrköping

Ronneby

Skellefteå

Skövde

Stockholm

Sundsvall

Täby

Uddevalla

Hemleverans och installation.

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Umeå

Uppsala

Varberg

Västerås

Växjö

Ängelholm

Örebro

Östersund

Service, reservdelar och tillbehör.


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Enkelt.

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0771–76 76 76

www.electroluxservice.se

electrolux

service page

34

electrolux

paper recommendations

35

A few words on paper recommondations.

G-Print

For print brochures, folders and similar productions, we recommend G-print, a wood free coated fine paper.

• Cover: 170 g/m

2

• Inside pages: 115 g/m 2

• When printing brochures with 12 pages or less, we recommend using 170 g/m 2 for all pages.

The G-Print paper has high print quality in combination with high bulk and stiffness.

It has a reader friendly surface, which minimizes reflexions, as well as a pleasant feel of the paper. It has a broad range of substances and a large number of sheetingformats.

We recommend the size A4 (210x297 mm) for catalogues and brochures, but of course can other sizes be used for different purposes. The square format 220x220 mm can for examples be used for special promotions.

Environmental information

G-Print is produced by Grycksbo Paper.

They focus in all aspects on environmental thinking, from the sourcing of raw materials, through to production processes, energy utilisation and transportation systems. They endeavour proactively to become a green mill. They are reducing the number of chemicals used in production – and converting from oil-based chemicals to renewable ones. Their target is a 50% reduction of carbon dioxide emissions.

The mill’s ISO 14001 certification and

EMAS registration ensure a commitment to continuously and systematically improved environmental management.

210 x 297 mm

Product Range 2008

220 x 220 mm