Ariston 20 December 2002
1.Basic elements
2.2Basic elements Contents
Subtitle of pageAriston December 2002
Ariston mark
Introduction
Versions
Clear space area and
size reference
Symbol exception
Reproduction
3D format
Mark and pay-off
Positioning
Colour backgrounds
Background colours
Introduction
Colour combinations
Examples
1.1
1.2
1.3
1.4
1.5
1.6
1.7
1.8
1.9
1.10
1.11
1.12
Typeface
Introduction
Examples
Photography
Level 1: people in the home (general)
Level 1: people in the home (detail)
Level 2: products
Don’ts
Digital files
Glossary of terms
1.13
1.14
1.15
1.16
1.17
1.18
1.19
1.20
1.1Basic elements Ariston mark
IntroductionAriston December 2002
The Ariston mark is the cornerstone of the brand identity. It is made up of two elements: the ‘house’ symbol, refined to
a simple and impactful form, and the logotype, designed to deliver a softer feel whilst maintaining strength and stature.
The Ariston mark is very flexible in application – there are different versions to suit different situations, but it must be
used carefully. It should never be altered and a clear area must always be maintained around it.
The new design of the Ariston symbol is
meant to represent the notion of the home in
the ‘house’ and subsequently reflects the
focus of the new brand strategy. It maintains
the strong equity of the existing logo whilst
making it more relevant to today’s consumer.
The principal use of the symbol and logotype
on applications is in the form you see below –
in a black rectangular box. The black box
creates a distinctive space around the symbol
and logotype drawing focus to the brand and
creating increased stand out. The black box
also makes it possible use the symbol and
logotype on most colour and photographic
backgrounds.
1.2Basic elements Ariston mark
VersionsAriston December 2002
All versions of the mark consist of the symbol and the logotype. The relationship between
these elements is fixed and must never be altered in any way. Different versions of the
mark have been developed for use on products and on surfaces where space is limited.
LogotypeSymbol
Ariston mark
Version 1
This is the preferred version of the mark and
consists of the symbol and the logotype placed
in a black box. It can only be used in black
and white as shown here and is suitable for
use on light to medium dark backgrounds.
Always ensure there is enough contrast
between the mark and the background.
Adjust the background colour to a lighter
shade if necessary.
Never use this version reversed out to white.
Version 2
This version is for product use only. It consists
of the symbol and logotype, positioned closer
together than in version 1.
Version 3
This version consists of the symbol and
logotype in a vertical lockup. It is used only
for applications where a centred form is
more appropriate, such as on products or
for signage.
1.3Basic elements Ariston mark
Clear space area and size referenceAriston December 2002
To ensure that the Ariston mark always appears prominently, a minimum clear space area must be left around it.
Do not place other graphics in this area. All sizes of the mark given in these guidelines refer to the area indicated
as ‘size reference’. Never reproduce the mark smaller than the minimum sizes given below.
clear area
size reference
x
x
size reference
clear area
x
x
x
x
clear area
size reference
x
x
x
20 mm 17 mm 14 mm
Version 1 Version 3Version 2 Adding bleed to version 1
No clear space is given to the left and right
of version 1 since this version is always
positioned either flush left or flush right with
the edge of the page. Bleed required for
some printing techniques must be added to
the left or right edge of the mark (see also
page 1.8).
Minimum size
The Ariston marks should not be reproduced
at smaller sizes than shown left in order to
prevent illegibility.
1.4Basic elements Ariston mark
Symbol exceptionAriston December 2002
On certain applications, such as lapel pins or other gift materials where space is limited,
the symbol can be used on its own i.e. without the logotype.
2.5 mm
clear area
size
reference
x x
x
Clear space area and size reference
When applying the symbol, always observe
the minimum clear space around it as
shown here.
Minimum size
The minimum size for reproducing the
symbol is 2.5 mm wide.
1.5Basic elements Ariston mark
ReproductionAriston December 2002
It is important that the Ariston mark is prominent and used consistently. This is why it may
only ever be reproduced in the ways shown below.
Black box
On a white or light background the Ariston
mark should generally be reproduced with
the black box.
3D raised metallic
Whenever possible on products the Ariston
mark should be reproduced in a moulded
3D format. The preferred colour for this
format is a brushed metallic finish. See page
1.6 for more details.
3D engraved metallic
In some special cases the Ariston mark may
be reproduced in an engraved 3D format in
the same material as its background, for
example etched in metal as shown here.
Dark grey
In some special cases the Ariston mark may
be coloured dark grey to match other
graphics and type.
1.6Basic elements Ariston mark
3D formatAriston December 2002
y = two third xy = two third x
3 4
x
y = two third xy = two third x
1 2
x
The finish of the 3D format of the mark on
metallic should be brushed metallic.
The outer line of the symbol (1) has a
rounded appearance. The inner part of the
symbol and the letters (2) appear flat on
the top with slightly rounded edges, see
view details left.
The finish of the 3D format of the mark on
plastic has a flat appearance. The inner part
of the symbol (3) and the letters (4) also
appear flat on the top with slightly rounded
edges, see view details left. The symbol and
logo will have a silver flat coated finish.
The diagrams on the left are a guide only.
Details will depend on tooling and materials
used.
The height of the symbol and letters is
approximately two thirds of the width of
the letter I. All edges are rounded.
Cross section
View detail
Cross section
View detail
1.7Basic elements Ariston mark
Mark and pay-offAriston December 2002
x
0.5x
y
y
The Ariston pay-off consists of the words
‘TIME TOGETHER’ in capital letters. It is
a reinforcement of the brand’s ‘big idea’
of home and togetherness. It is primarily
for above the line communications such as
advertising but may also be used in other
communications material such as presentations.
When the pay-off appears with the mark it
must be used from specially drawn artwork
in the fixed relationship with the mark (see
above) and positioned on the right side of
the item (see example 1).
When it is used on its own use the typeface
Foundry Gridnik (see example 2).
Time togetherMorbidezza premiata a prova di sogno
‘Woolmark Award Platinum’
Lorem ipsum dolor sit amet,
consectuer adipiscing elit, sed
diam nonummy nibh euismod
tincidunt ut laoreet dolore magna
aliquam erat
‘Dynamic Washing System’
Consectuer adipis elit, sed diam nonum
nibh euismod tincid ut laoreet dolore
magna aliquam erat volutat extea
‘Super Silent’
Lorem ipsum dolor sit amet,
consectuer adipiscing elit, sed
diam nonummy nibh euismod
tincidunt ut laoreet dolore magna
aliquam erat volutat
Example 1: advertisement Example 2: presentation pay-off slide
1.8Basic elements Ariston mark
PositioningAriston December 2002
Application of the Ariston mark must be consistent. Following the guidelines below will
ensure prominence and visual impact of the mark.
x
x Positioning of the mark
Version 1 of the mark is used mainly for
communication material where it must be
positioned either flush left or flush right with
the edge of the page.
Place the mark a minimum of two times the
height of the mark away from the top or
bottom edge. The mark can be positioned
further away than the minimum from the top
or bottom edge in keeping with the overall
design of the application.
Adding bleed
The artwork for version 1 of the mark does
not include any bleed required for some
printing techniques. The bleed must be
added to the left or right edge of the mark
in those instances, for example when printing
catalogues or posters, etc.
Area available for positioning the mark
bleed added to the mark
1.9Basic elements Ariston mark
Colour backgroundsAriston December 2002
The preferred Ariston mark, version 1, is always placed on light to medium dark
backgrounds. Always ensure there is enough contrast between the mark and the
background. Adjust the background colour to a lighter shade if necessary.
1.10Basic elements Background colours
IntroductionAriston December 2002
Ariston has a palette of six background colours which are used randomly. They are a striking and prominent part of the
brand identity which give strong visual support to the mark. They are used mainly as bold background panels. It is crucial
to the impact of the identity that they are applied correctly, using the reproduction specifications shown below. Do not
use tints of the Ariston colours.
Printing
For print reproduction use Pantone®* inks or
the equivalent CMYK values. The CMYK values
are given as a guide only. Different paper
stocks will affect the colour of an ink in
different ways. It is recommended that you
instruct your printer to compensate for this
to suit your specific paper stock and to match
to the Pantone® reference colour as closely
as possible.
Television/Powerpoint
Use the RGB values.
Website
Use the websafe or hex values.
Products/vehicles/signage
Use the RAL paint references.
The colours shown here and throughout these
guidelines have not been evaluated by Pantone, Inc.
for accuracy and may not match the PANTONE Color
Standard. Consult current PANTONE Publications
for accurate colour. PANTONE® is the property of
Pantone, Inc.
*Pantone® is a registered trademark of Pantone Inc.
Ariston
Cioccolato
CMYK
C0, M100, Y90, K80
Pantone®
505 C
RGB
R78, G2, B2
Websafe
660000
HEX
440303
RAL
020 20 20
Ariston
Vino
CMYK
C0, M100, Y65, K34
Pantone®
201 C
RGB
R118, G0, B20
Websafe
990000
HEX
880A27
RAL
020 30 48
Ariston
Crema
CMYK
C5, M10, Y20, K30
Pantone®
7529 C
RGB
R196, G182, B166
Websafe
999999
HEX
B5A99C
RAL
060 60 10
Ariston
Caffelatte
CMYK
C10, M40, Y30, K30
Pantone®
4725 C
RGB
R170, G120, B100
Websafe
996666
HEX
A57260
RAL
050 50 20
Ariston
Mandorla
CMYK
C7, M0, Y7, K10
Pantone®
5665 C
RGB
R216, G222, B204
Websafe
CCCCCC
HEX
C8CFC8
RAL
140 80 05
Ariston
Oliva
CMYK
C10, M10, Y40, K30
Pantone®
7503 C
RGB
R165, G139, B75
Websafe
999966
HEX
917C40
RAL
090 60 20
1.11Basic elements Background colours
Colour combinationsAriston December 2002
There is almost unlimited scope in combining the Ariston colours. You can use solid colours
side by side or small areas of colour on large background areas. However, when using
type in the Ariston colours always make sure there is sufficient contrast to the background
to ensure legibility. Use the colours only for large headings.
A
A
A
A
A
A
A
A
A
A
A
A
A
A
A
AA
A A
A
A
A
A
A
A
AA
A
A
A
A
A
A
A
A
1.12Basic elements Background colours
ExamplesAriston December 2002
The Ariston colours should be used randomly. They are not used for colour-coding.
This makes them flexible, which means communications will always be dynamic and
unexpected. On the rare occasion when only one colour can be used, and for the sake
of consistency, Ariston Vino is the preferred option to represent the Ariston brand.
The Ariston colours can be used as stripes
on a page. There is no guideline on the width
of each stripe as long as the colours are
used to create impact. The use of colour
stripes should be kept to a minimum in order
to maintain strength of impact and avoid
diluting the overall effect of the graphics.
The colours can be used in conjunction with
imagery, creating pace and adding dynamism
to the page.
Blocks of colour and large coloured type
can be placed on solid coloured backgrounds,
ensuring there is sufficient contrast.
1
Anytime you want to wash
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed
diam nonummy nibh euismod
tincidunt ut laoreet dolore magna
aliquam erat volutpat.
5
Best result at lowest cost
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed
diam nonummy nibh euismod
tincidunt ut laoreet dolore magna
aliquam erat volutpat.4
As delicate as hand wash
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed
diam nonummy nibh euismod
tincidunt ut laoreet dolore magna
aliquam erat volutpat.
3Less ironing,
more time for you
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed
diam nonummy nibh euismod
tincidunt ut laoreet dolore magna
aliquam erat volutpat.
14Grandi vantaggi
fit your needs
Lorem ipsum dolor sit amet, con
sectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut
laoreet dolore magna aliquam erat
volutpat ut laoreet dolore magna.
2 Larger loads
for busy family
Lorem ipsum dolor sit
amet, conseetuer
adipiscing elit, sed
diam nonummy nibh
euismod tincidunt ut
laoreet dolore magna
aliquam erat
volutpat.
Lavabiancheria
87
Lenzuola fresche di bucato,
leggere il giornale sul divano,
invitare i tuoi amici, una buona
bottiglia di vino, usare piatti
‘buoni’ per un evento importante,
lenzuola fresche di bucato,
leggere il giornale sul divano,
invitare i tuoi amici, una buona
bottiglia di vino. Tutto questo é
casa. Benvenuti.
Time together
La filosofia Ariston
é semplice: fare parte
nella tua vita di ogni
giorno, lasciandoti
libero di usare i tuoi
elettrodomestici come
preferisci, sia che lavori,
con la tua famiglia,
addirittura quando
sogni. I prodotti piú
innovativi, capaci di
lavorare a distanza,
in silenzio, interagendo
con le tue necessitá.
Cosí tu hai tutto il tempo
per assaporare i tuoi
momenti piu veri.
Benvenuti.
1.13Basic elements Typeface
IntroductionAriston December 2002
Foundry Gridnik is a modern typeface designed to express technology. This crisp
and rather quirky look, when combined with the new Ariston colours and imagery,
marries Ariston’s ‘digital’ philosophy to the more sophisticated approach of the
new visual language.
Foundry Gridnik
This simple, modern typeface is the only
one used for Ariston communications.
Four weights allow for variety and flexibility.
Foundry Gridnik is available for both Mac
and PC platforms. It can be licensed for
any number of users worldwide.
Where to buy it
Foundry Types Ltd
44 Charlotte Street
London
W1T 2NR
Tel +44 (0) 20 7255 1222
Fax +44 (0) 20 7637 7352
www.foundrytypes.co.uk
abcdefghijklmnopqrstuvwxyz0123456789
ABCDEFGHIJKLMNOPQRSTUVWXTZ
abcdefghijklmnopqrstuvwxyz0123456789
ABCDEFGHIJKLMNOPQRSTUVWXTZ
abcdefghijklmnopqrstuvwxyz0123456789
ABCDEFGHIJKLMNOPQRSTUVWXTZ
abcdefghijklmnopqrstuvwxyz0123456789
ABCDEFGHIJKLMNOPQRSTUVWXTZ
Foundry Gridnik Light
Foundry Gridnik Regular
Foundry Gridnik Medium
Foundry Gridnik Bold
Foundry Gridnik
1.14Basic elements Typeface
ExamplesAriston December 2002
Foundry Gridnik is the font used for all Ariston communications. The examples below show
some typical uses of this font for headings, subheadings, body text and product information.
Large heading
Lorem ipsum
Consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt utaram
laoreet dolore magna aliquam erat
volutpat. Consectuer adipiscing elit, sed
diam nonummy nibh euismod tincidunt
laoreet dolore magna aliquam.
Duis autem vel
Consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut
laoreet dolore magna aliquam erataram
volutpat. Consectuer adipiscing elit, se
diam nonummy nibh euismod tincidunt
laoreet dolore magna aliquam.
Lorem ipsum dolor sit amet
Consectetuer adipiscing elit sed diam nonummy
Euismod tincidunt ut laoreet dolore
Magna aliquam erat volutpat
Ut wisi enim ad minim veniam quis nostrud
Lorem ipsum dolor amet
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed
diam nonummy nibh euismod
tincidunt ut laoreet dolore magna
aliquam erat volutpat.
Lorem ipsum dolor sit amet. Consectetuer adipiscing elit, sed diam nonummy
nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi
enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit
lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure
dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore
1
2
3 4
5
1 Large heading (plus feature)
Foundry Gridnik Light or Regular,
depending on the background
Size: from 32pt
2 Large body copy (plus feature)
Foundry Gridnik Medium and Regular
Size: 14/16pt
3 Subheading and body copy
(product cluster feature)
Subheading:
Foundry Gridnik Medium
Size: 17pt
Body copy:
Foundry Gridnik Regular
Size: 12/14pt
4 Subheading and body copy
(benefits)
Subheading:
Foundry Gridnik Bold
Size: 15pt
Body copy:
Foundry Gridnik Regular
Size: 12.5/13.5pt
5 Body copy (product cluster overview)
Foundry Gridnik Regular
Size: 10/17pt
1.15Basic elements Photography
Level 1: people in the home – generalAriston December 2002
The Ariston brand is not just about products – it is about real life in the home, reflected
through the style of imagery. We use two different levels of photography, each appropriate
for different kinds of communication. Level 1 shows people in the home, either in a general
context, or in close-up detail. Level 2 shows the product.
For images of people in the home we show
couples or groups of people in a kitchen,
dining room or bedroom environment.
The images illustrate the overall lifestyle of
the Ariston brand and the way in which
people and products interact.
Pictures are always taken indoors and tell
a story, showing care and attention for the
home, friends and family.
The images become a powerful means of
communicating ‘time together’.
1.16Basic elements Photography
Level 1: people in the home – detailAriston December 2002
For images of details of people, we use one
or two persons and focus on the individual’s
interaction with the environment, linked to
the product benefit.
1.17Basic elements Photography
Level 2: productsAriston December 2002
For the purpose of photography, we have selected different types of product configurations:
free standing, free standing in a real environment, free standing product detail,
free standing technical detail, built-in in a real environment, and built-in product detail.
Free-standing
Product shots used in product driven content
pages. The products are shot ‘face on’ unless
a particular feature e.g. the narrowness of
the ‘slim line’ washing machine needs to be
more clearly communicated. In the main, these
shots are kept clean of any background.
Free-standing in a real environment
Products placed in an environment reflecting
the new Ariston colours. The setting must
maintain natural light as if photographed in
a real environment.
Free standing product detail
Shots of particular aspects of the product.
Focus on the detail is achieved by making the
area around the detail significantly lighter.
Shots can be both ‘face on’ or a crop of the
product showing a close-up of the detail.
Free standing technical detail
Shots of technical details that differentiate
the particular product. The focus is on the
benefit to the customer e.g. the number of
glasses that can be placed on a tray.
Built-in in a real environment
These are studio shots of products in a
kitchen environment. These shots are face-on
and introduce elements that provide depth to
the shot e.g. a table in front of the kitchen set
to provide a three-dimensional feel.
Built-in product detail
These are studio shots of product details in
a kitchen environment. The focus is on both
the technical detail and the surrounding
kitchen surfaces. The shot brings to the fore
the beauty of the product and how it lives in
harmony with the surrounding kitchen.
Free standing Free standing in a real
environment
Free standing product detail Free standing technical detail Built-in in a real environment Built-in product detail
1.18Basic elements Don’ts
Subtitle of pageAriston December 2002
Don’t add any colours to the Ariston colour
palette.
Don’t use type on backgrounds without
sufficient contrast.
Don’t create a symmetrical or repeat pattern
with the Ariston colour panels.
Don’t use any typeface other than Foundry
Gridnik in Ariston communications.
Don’t separate images with coloured panels.
Don’t use images which look posed.
Don’t use the Ariston colours to create
a pattern.
Don’t use images cut out from their
background.
Lorem
Sit amet, consectetuer adipiscing
elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore
magna aliquam erat volutpat.
commodo consequat. In vulputate
Don’t alter the proportions of the mark. Don’t use a white box around the mark. Don’t use a typeface for the logotype. Don’t
use a typeface for the pay-off when it appears
together with the mark.
Don’t reproduce the mark in any colour other
than black and white.
ARISTON
Time together
1.19Basic elements Digital files
Ariston December 2002
Artworks of the Ariston marks have been created in digital file formats. An animated
introduction to the Ariston Powerpoint presentation is also available. To obtain these
please contact Domenico Marini at Merloni Elettrodomestici on 0039 0738 662654.
ARI_V1K
ARI_V2K
ARI_V3K
ARI_SYK
ARI_V2W
ARI_V3W
ARI_SYW
Mark_Payoff
1.20Basic elements Glossary of terms
Subtitle of pageAriston December 2002
Alignment arranging text or graphics to follow a horizontal or vertical straight line
Artwork images and text ready for reproduction
Digital artwork the artwork from which all copies originate
Baseline invisible line on which letters stand
Bleed situation in which a photograph or illustration extends beyond the page trim
CMYK abbreviation for cyan, magenta, yellow and black, see four-colour process
Crop editing the area of a photograph or illustration
Clear area area surrounding the mark from which other graphics and text are excluded
Four-colour process printing technique by which the four colours cyan, magenta, yellow and black (CMYK)
are combined to represent the full spectrum of colour
Grid invisible lines used to position graphics and text on a page in a consistent manner
Hex also called the ‘web safe’ palette; a system for monitors, containing 216 colours that
look the same on both Macs and PCs which are only capable of 8-bit graphics
Ariston mark the combination of the Ariston symbol and logotype
Leading distance from one baseline of letters to the next
Logotype unique letter style of the word ‘Ariston’ when it forms part of the mark
Pantone® US patent system of classifying colours by means of number references
pt abbreviation for a point, standard method of defining the size of type and rules
Range left/right alignment of text to the left or right margin
RAL German standard of classifying colours
RGB abbreviation for red, green and blue; colours used in television screens and monitors,
to represent the full spectrum of colour
Size reference the width of the logotype used to indicate the size of the mark
Tint colour reproduced as a percentage of a solid colour
Typeface design of an alphabet of letters and characters