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Index

The Huawei Brand 1.0 Stationery 4.0 Product Technology Brochure 5.10
Huawei Brand Core Values 1.1 Business Card: Front 4.1 Annual Report 5.11 Livery Applications 10.0
Brand Personality 1.2 Business Card: Back 4.2 Annual Report Back Cover 5.12 Vehicle 10.1
The Brand Signature Rationale 1.3 Letterhead: English 4.3 Flyer 5.13 Exhibition Vehicle: Option1 10.2
Letterhead: English (Standard) 4.4 Flyer Back Cover 5.14 Exhibition Vehicle: Option2 10.3
The Brand Signature 2.0 Letterhead: Following Page English 4.5 Huawei Newspaper 5.15 Exhibition Vehicle: Option3 10.4
The Brand Signature 2.1 Letterhead Following Page (Standard) 4.6 Huawei Newspaper (Standard) 5.16
Correct Proportions 2.2 Letterhead: Chinese 4.7 Huawei PEOPLE 5.17 Collaterals 11.0
Restricted Zone & Minimum Size 2.3 Letterhead: Chinese (Standard) 4.8 Press-release 5.18 Congratulation Card 11.1
Color Policy: Standard logos 2.4 Letterhead: Following Page Chinese 4.9 Birthday Card 11.2
Color Policy: Special Usage Logos 2.5 Letterhead Following Page (Standard) 4.10 Advertising System 6.0 Invitation Card 11.3
Color Policy: Logo Colors 2.6 Fax Sheet: English 4.11 Flexibility 6.1 Pen 11.4
Color Policy: Corporate 2.7 Fax Sheet: English (Standard) 4.12 Newspaper: Vertical Format-Options 6.2 T-Shirt 11.5
Color Policy: Design Color 2.8 Fax Sheet: Chinese 4.13 Newspaper: Horizontal Format-Option1 6.3 Notebook 11.6
Color Policy: Web Safe Color 2.9 Fax Sheet: Chinese (Standard) 4.14 Newspaper: Horizontal Format-Option2 6.4 Reward 11.7
Color Policy: Background Control 2.10 Note 4.15 Newspaper: Horizontal Format-Option3 6.5 Medal 11.8
Color Policy: Background Control 2.11 Sticker: English 4.16 Magazine: Vertical Format-Options 6.6 Handbag 11.9
Incorrect Use Of Brand Signature 2.12 Sticker: English (Standard) 4.17 Recruitment: Full Page 6.7 Paper Cup 11.10
Incorrect Use Of Brand Signature 2.13 Sticker: Chinese 4.18 Recruitment: Half Page-English 6.8 ID Card 11.11
Sticker: Chinese (Standard) 4.19 Recruitment: Half Page-Chinese 6.9 Visitor ID Card 11.12
Visual Identity System 3.0 Envelopes: International Option1 4.20 Recruitment: Quarter Page 6.10 Corporate CD Cover 11.13
Visual Identity System Overview 3.1 Envelopes: International Option1 Billboard: Option1 6.11 Corporate CD Cover (Standard) 11.14
Key Design Elements 3.2 (Standard) 4.21 Billboard: Option2 6.12 Corporate CD-ROM 11.15
Design Element 3.3 Envelopes: International Option2 4.22 Subway Poster 6.13 Gift Wrapping 11.16
Design Element: Configuring The 3.4 Envelopes: International Option2 Poster: Option1 6.14 Portable Card 11.17
Design Element (Standard) 4.23 Poster: Option2 6.15 Airport Invitation 11.18
Design Element: Positioning The 3.5 Envelopes: Chinese 4.24 Postcard 11.19
Design Element Envelopes: Chinese (Standard) 4.25 Multimedia 7.0 Postcard 11.20
Design Element: Configuration And 3.6 Envelopes: International Option1 4.26 PowerPoint Overview 7.1
Placment Envelopes: International Option1 PowerPoint Title Page 7.2 Exhibition 12.0
Design Element: Configuration And 3.7 (Standard) 4.27 PowerPoint Text & Image Page 7.3 Plan Layout 12.1
Placment Envelopes: International Option2 4.28 PowerPoint Text & Chart Page 7.4 Plan Layout( View 1&2) 12.2
Design Element: Configuration And 3.8 Envelopes: International Option2 PowerPoint Text Page 7.5 Plan Layout( View 3&4) 12.3
Placment (Standard) 4.29 PowerPoint End Page 7.6 Flag 12.4
Design Element: Correct & Incorrect Use 3.9 Envelopes: Chinese 4.30 Web Applications 7.7 Panel Layout 12.5
Design Element: Correct & Incorrect Use 3.10 Envelopes: Chinese (Standard) 4.31 Multiple Panel Layout 12.6
Product Design Element 3.11 Briefcase 4.32 Signage 8.0 Double Panel Layout 12.7
Product Design Element 3.12 Briefcase (Standard) 4.33 Reception Area 8.1 Single Panel Layout 12.8
Product Design Element: Configuration 3.13 Folder: Cover 4.34 Entrance Signage 8.2
And Placment Folder: Inside 4.35 Company Signage 8.3 Glossary of Terms
Product Design Element: Correct & 3.14 Department Signage 8.4
Incorrect Use Publication System 5.0 Interior Signage 8.5 Visual Identity Artwork CD
Logo Size 3.15 Flexibility 5.1 Building Signage 8.6
Corporate Typeface 3.16 Corporate Brochure 5.2 Building Signage 8.7
Alternative Corporate Typeface 3.17 Corporate Brochure Back Cover 5.3 Co-branding 8.8
Image Style: General Style Principles 3.18 Corporate Brochure Contents 5.4
Image Style: People 3.19 Corporate Brochure Contents (Standard) 5.5 Uniforms & Accessories 9.0
Image Style: Metaphorical 3.20 Product Brochure 5.6 Uniform 9.1
Image Style: Incorrect Image Use 3.21 Product Brochure Back Cover 5.7 Badge 9.2
Product Brochure Contents 5.8 VIP Card 9.3
Product Brochure Contents (Standard) 5.9 Cap 9.4

1.0 4.8 6.2 11.2


1.1 4.9 6.3 11.3
1.2 4.10 6.4 11.4
1.3 4.11 6.5 T- 11.5
4.12 6.6 11.6
2.0 4.13 6.7 11.7
2.1 4.14 6.8 11.8
2.2 4.15 6.9 11.9
2.3 4.16 6.10 11.10
2.4 4.17 1 6.11 11.11
2.5 4.18 2 6.12 11.12
2.6 4.19 6.13 11.13
2.7 1 4.20 1 6.14 11.14
2.8 1 4.21 2 6.15 11.15
2.9 2 4.22 11.16
2.10 2 4.23 7.0 11.17
2.11 4.24 7.1 11.18
2.12 4.25 7.2 11.19
2.13 1 4.26 1 7.3 11.20
1 4.27 1 7.4
3.0 2 4.28 2 7.5 12.0
3.1 2 4.29 2 7.6 12.1
3.2 4.30 12 7.7 ( 12) 12.2
3.3 4.31 12 7.8 ( 34) 12.3
3.4 4.32 7.9 12.4
3.5 4.33 12.5
3.6 4.34 8.0 12.6
3.7 4.35 8.1 12.7
3.8 8.2 12.8
3.9 5.0 8.3
3.10 5.1 8.4
3.11 5.2 8.5
3.12 5.3 8.6 CD
3.13 5.4 8.7
3.14 5.5 8.8
3.15 5.6
3.16 5.7 9.0
3.17 5.8 9.1
3.18 5.9 9.2
3.19 5.10 9.3
3.20 5.11 9.4
3.21 5.12
5.13 10.0
4.0 5.14 10.1
4.1 5.15 1 10.2
4.2 5.16 2 10.3
4.3 5.17 3 10.4
4.4 5.18
4.5 11.0
4.6 6.0 11.1
4.7 6.1
The Huawei Brand
1.0 The Huawei Brand

1.0
THE HUAWEI BRAND

1.1

Huawei Brand Core Values


Brand Positioning
Providing growth potential

Brand Attribute
Customer-focused, Responsive
Rapid Advancement

Providing Growth Potential Customer-Focused Responsive Rapid Advancement



THE HUAWEI BRAND

1.2

Brand Personality

Trustworthy

Determined

Dynamic

Progressive

Trustworthy Determined Dynamic Progressive


THE HUAWEI BRAND

1.3

The Brand Signature Rationale

A good company never sits still. This is the reason why we evolve a new
logo, the signature of our brand that represents the changes that haven
been taking place at Huawei. It is a bold icon. A statement of change.
A symbol of the brilliant future. Our logo is a simple, contemporary

expression of our customer-focus, innovation, steady-and-sustainable

growth, and above all harmony.

All the shapes making up the logo design point towards the centre.
This is the place where the customer is - at the heart of everything
we do. This is also the place where Huawei began, the communications
industry, where all techniques come from people and serve for people.
The vivid red shape is a powerful, optimistic symbol, while the different

shades of red in each section demonstrate progress and innovation,

a gradient starting from the customers needs and moving outwards.

The changes in size of the radiating shapes from the previous logo,
demonstrate the increasing confidence we have, and the mature,
professional way we approach international business. The graduated
tone in the icon makes it more natural, acting as a metaphor for open-
mindedness, co-operation and compatibility with the stakeholders.
We don't see the world in just two colors and recognise that if takes
different shades to make up the world. We see the diversity of our
people as an asset.

These identity guidelines give a detailed overview of our new look.


They provide an introduction to the logo, corporate colors, design
features, type and imagery - and demonstrates how, when used
in combination, these elements define and express our brand in a
distinctive and memorable way.
2.0 The Brand Signature

The Brand Signature



2.0
The Brand Signature THE BRAND SIGNATURE

2.1

The Huawei Brand Signature exists in both Preferred Vertical Brand Signature
vertical and horizontal formats. Always use the

preferred vertical version over the horizontal


version, except in special circumstances.

The Brand Signature includes an icon and


the name, HUAWEI. Throughout these
guidelines we refer to these elements as the
Brand Signature. The characters in the Brand
Signature have been created for our exclusive
use. The Brand Signature must always be
reproduced from the supplied digital master
artwork. It must never be modified in any way
(i.e. do not squash, stretch or try to re-draw it).
It must appear against a correct and uncluttered
legible colored background. When selecting
a background color, care should be taken to
ensure legibility.

Always use the artwork enclosed in the


attached CD, or obtain a copy from the Horizontal Brand Signature
Huawei corporate branding and communications
department.

HUAWEI

HUAWEI

Correct Proportions THE BRAND SIGNATURE


2.2

The Huawei Brand Signature has been developed Preferred Vertical Brand Signature
as a balanced whole and at no time may the

shape, configuration, or proportions be altered. m


Consistent use of the Brand Signature helps
maintain the integrity of the brand and
ensures greater brand recognition. The grid
shown here demonstrates the correct propotions
of the Huawei Brand Signature in a vertical
and horizontal format.

Preferred Vertical Brand Signature


The first example on the right shows how
the proportions of the Brand Signature fit
into a square format.

Horizontal Brand Signature m


The second example below shows how the
proportions of the Brand Signature fit into
a rectangular format.

Never attempt to create the Brand Signature Horizontal Brand Signature


yourself, always use the digital master artwork
supplied on the CD.

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Restricted Zone & Minimum Size THE BRAND SIGNATURE


2.3

Restricted Zone Vertical Brand Signature


For the Brand Signature to communicate

clearly and effectively, a minimum amount


of space called the Restricted Zone is to be
m
left around it; clear of text, symbols and other
related graphic elements. The x y height is
m
respectively equal to the vertical and horizontal
HUAWEI typeface as indicated. In vertical brand
signature, the width and height of the restricted
zone is one x. In horizontal brand signature,
the width and height of the restricted zone is
0.5y. When the signature size changes, the
size of restricted zone change accordingly. m

Minimum Size
The minimum size of the Brand Signature m
to be used for various printing processes is
specified below. Using the mark any smaller
Horizontal Brand Signature
than indicated will reduce legibility and

quality of reproduction.

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xy
HUAWEI

n
x
0.5y

0.5y

Minimum Size

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Color Policy: Standard Logos THE BRAND SIGNATURE

2.4

The table to the right illustrates all permissible Four Color CMYK
Logo Red: C0 M100 Y100 K0 : C0 M100 Y100 K0
color options. Logo Black: 100 K : 100 K

Full Color Version (CMYK and Pantone)


Where possible, the full color version of the
Brand Signature should be used. The full color
version of the Brand Signature is suitable for all
the communication materials, including print
advertising, the television advertising, collaterals
and digital media.

Single Color Version


The entire Brand Signature may appear
as a solid color. No tints are to be used. Pantone
Logo Red: Pantone 185 C/U : Pantone 185 C/U
Logo Black: Pantone 426 C/U : Pantone 426 C/U
Multimedia
Multimedia version should be used for
all digital media.

One Color Black


Pantone 426 C/U Pantone 426 C/U

Multimedia
Logo Red: R255 G0 B0 Logo Black: R0 G0 B0 : R255 G0 B0 : R0 G0 B0
HEX/WEB: #FF0000 HEX/WEB: #000000 HEX/WEB: #FF0000 HEX/WEB: #000000
Color Policy: Special Usage Logos THE BRAND SIGNATURE

2.5

1 One color logo on metal 1 One color logo on metal 2 Embossing on high quality paper 3 One color print black

2 Embossing on high quality paper

3 One color print black


Fax and packaging

4 Stamp logo or line logo

5 Two color print


Pantone 185C/U Pantone 426C/U
Packaging

2
4 Stamp logo or line logo 5 Two color print
3

5
Pantone 185C/U Pantone 426C/U

Color Policy: Logo Colors THE BRAND SIGNATURE



:
2.6

Logo Red and Logo Black make up the Brand


Signature color palette. Ad\dGZY Ad\d7aVX`

Logo Red can only be used in the Huawei Brand
Signature and the body copy of the
stationery system.
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Color Policy: Corporate THE BRAND SIGNATURE

:
2.7

The Huawei corporate colors are a key element


to re-enforcing the dynamic and trustworthy nature
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of the brands personality. Consistent use of the
Corporate Red is to be applied in all communica-

tion systems including publication, advertise-
ments, multi-media, signage, etc, except the
stationery system.
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8BN@%$&%%$&%%$(%
Corporate Red is a strong vivid color. Because
of this it needs to be used carefully so that it does
not overpower text, images or other key design
elements in any Huawei application. The percent-
age of Corporate Red should be controlled so
that it covers no more than one eighth of the
applications total area, except where stated in 8dgedgViZ7aVX` 8dgedgViZ<gZn 8dgedgViZ<gZn
special circumstances in this guidebook.

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8BN@*%@ 8BN@)%@ 8BN@(%@

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Color Policy: Design Color THE BRAND SIGNATURE

2.8

The following selection of design colors has Standard Color


been chosen to rule out conflicting with
Corporate Red. These secondary colors
can be employed for graphics, typography,
and products.

This color table is binding. No other colors than


the coporate colors and the 14 options shown
EVcidcZ)+,8$J EVcidcZ&*+8$J EVcidcZ*,.8$J EVcidcZ*(+8$J EVcidcZ**&8$J EVcidcZ**%(8$J
here are to be implemented for any applications
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designed for Huawei.

Any of the colors from the Standard, the Dark,


or the Special Color can be used individually. Dark Color

As a rule, when combining various Design


Colors, use either a similar color tone (vertical
row) or a similar color intensity (horizontal row).
This helps give an application a calm and unified
appearence, while promoting the distinctive
Huawei Brand personality.

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14 Special Color

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Color Policy: Web Safe Color THE BRAND SIGNATURE

2.9

Corporate Red Corporate Color


Corporate Red is used for the Brand Signature.
It is also used as a background color. Corporate
Red may not be altered.

Corporate Black
Black is the preferred color for HTML text.

White G<7&*($%$% G<7%$%$% G<7'**$'**$'**


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It may be sparingly used for text on colored
backgrounds.

Design Colors
The design colors were chosen not to compete
with Corporate Red. As a rule, when combining
various Design Colors, use either a similar color
tone (vertical row) or a similar color intensity
(horizontal row). On the web site, design colors
are used for highlighting special areas such as
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headlines or backgrounds. =:M(((((( =:M++++++ =:M...... =:M888888

Design Color

Standard Color
HTML

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=:M;;88++ =:M;;88.. =:M88;;.. =:M8888;; =:M..88;; =:M..8888

Dark Color

G<7&*($&%'$% G<7'**$&*($% G<7&%'$&*($% G<7%$&%'$&*( G<7%$&*($'%) G<7%$&*($&*(


=:M..++%% =:M;;..%% =:M++..%% =:M%%++.. =:M%%..88 =:M%%....
Color Policy: Background Control THE BRAND SIGNATURE

2.10

Full Color Brand Signature Full Color Brand Signature


1 To ensure clarity and legibility of the Huawei
Brand Signature, it is important to control the 1 Grey Background

intensity of the background on which it appears.


For your reference we have provided a preferred % &% '% (% )% *% +% ,% -% .% &%%
background greyscale table, for use with the full
color Brand Signature.Additionally, you can also
use this greyscale table for measuring the intensity
of a colored background. The open frame indicates
the right signature application, and the slash
indicates the wrong application.

2 When placing the Brand Signature on a


colored background, ensure that only Huawei
Design Color tints are used as shown here.
2 Design Color Background 3 Image Background
3 If the Brand Signature appears on a background,
image, please ensure that there is sufficient
contrast in terms of color and texture so as not to
obscure or dilute the prominence of the signature
brand. The background should not be cluttered
or be too close in color to the Huawei signature
brands colors.

Color Policy: Background Control THE BRAND SIGNATURE


2.11

One Color Brand Signature One Color Brand Signature


1 A single color version of the Huawei Brand
Signature may be applied to some applications. 1 Grey Background

When doing so, it is important to control the


intensity of the background on which it appears % &% '% (% )% *% +% ,% -% .% &%%
so that it remains legible at all times. The examples
shown here indicate how a single color - black,
and single color - white Brand Signature can
be used.

2 Only the white Brand Signature can be used


on a corporate red background.

% &% '% (% )% *% +% ,% -% .% &%%

2 Corporate Red Background


Incorrect Use Of Brand Signature THE BRAND SIGNATURE

2.12

Incorrect use of Brand Signature Figure 1

It is essential that all versions of the Huawei 1

Brand Signature are applied in a considered and


consistent manner. Some common mistakes
relating to the application of these brand
signatures are shown on the right side.
Please avoid them!

Figure 1
The spacing between the symbol and "HUAWEI"
should never be changed.

Figure 2 Figure 2
2
The proportion of the Brand Signature should
never be changed. Never enlarge or decrease
the icon.

Figure 3
Never make the Brand Signature typeface bolder
or lighter than the official version.

Figure 4
The icon should not be reproduced in any
colors other than those specified in the Color
Figure 3
Policy section.
3

1
"HUAWEI"

2
Figure 4
4

Incorrect Use Of Brand Signature THE BRAND SIGNATURE


2.13

Figure 5 Figure 5

The proportions and placement of the brand 5

typeface may never be altered.

Figure 6
The Brand Signature should never be squashed
or stretched in any way.

Figure 7
The Brand Signature should never appear in
any specific shapes.

5
Figure 6
6

Figure 7
7
3.0 Visual Identity System

Visual Identity System



3.0
Visual Identity System Overview VISUAL IDENTITY SYSTEM

3.1

All the Key Design Elements work together 8dgedgViZ7gdX]jgZ EgdYjXiIZX]cdad\n7gdX]jgZ 6ccjVaGZedgi

to create the Huawei Visual Identity System.


The Key Design Elements consist of the Brand
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The principles demonstrated are applicable


to all Huawei related applications.

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Key Design Elements VISUAL IDENTITY SYSTEM

3.2

The Key Design Elements of the Huawei 7gVcYH^\cVijgZ

Visual Identity System include:

Brand Signature
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A brand specific typeface and a unique icon
combine together to form the Huawei Brand
Signature.

Corporate Typefaces HeZX^[^XineZ[VXZ



All Huawei applications in English are to be
executed using the FrutigerNext font family.
All Huawei applications in Chinese are to be
executed using the Hei font family. 8dgedgViZIneZ[VXZ

Corporate Color
The Corporate color of Huawei Brand is Corpo-
rate Red, Corporate Black and Corporate Grey.
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Design Elements

The Huawei Design Elements are constructed
using the uniquely designed relationship of a 8dgedgViZ8dadgh
rectangular and arc shape.

Imagery
Dynamic imagery can clearly express the
distinctive Huawei brand personality.

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FrutigerNext

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Design Element VISUAL IDENTITY SYSTEM


3.3

The Design Element is based upon a cropped Creation of the Design Element
section of the Huawei Brand Signature. It is an

integral graphic device that helps deliver the com-


munication message of an application in a clear
and concise manner.

The Design Element is defined by three distinct


shapes - the left area, right area and the white
space known as the divider arc. The left and
right areas can be extended proportionally to
enhance its function as a graphic device as
shown in the grid example below.

The close relationship between the left and


right areas act as a metaphor for the Huawei
commitment to excellent service and co-opera-
tion with all its clients. The Design Element also The three areas of the Design Element
defines Huawei as a company with confidence
and stability, with its foundation in responsive
abilities and world class products.

The art work for the Design Element is provided


AZ[i6gZV
as an easy-to-use template. Please note that the
three elements of the template are grouped. We
recommend leaving the elements grouped while 9^k^YZg6gX
working with the template.

G^\]i6gZV

The left and right areas can be extended proportionally


Design Element: Configuring The Design Element VISUAL IDENTITY SYSTEM


3.4

The example on this page demonstrates how Step 1 Step 2 Step 3


1 2 3
to place a Design Element from the artwork
template.

Step 1:
Import Design Element artwork template.
Step 2:
Position the art work on the page.
Step 3:
Proportionately scale the artwork to the required
width.
Step 4:
If necessary, slide artwork to place the divider
arc in its desired position.
Step 5:
Extending the left and right side of the Design
Element to fit the required area should always
be done in two stages. First extend the edge
of the left hand side of the Design Element,
then extend the edge of the right hand side
Step 4 Step 5
of the Design Element to complete the process.
4 5

Note: Do not stretch the artwork under


any circumstances. This is applicable to all
Huawei material featuring the Design Element.

1:

2:

3:

4:

5:

Design Element: Positioning The Design Element VISUAL IDENTITY SYSTEM


3.5

Please pay careful attention to the regulations Figure 1


1
when positioning the Design Element in an
artwork document. The configurations shown
here have been chosen for design application
purposes and aesthetic appeal.

Figure 1
When positioning the Design Element further
to the left, the right hand section should never
cross over the halfway point of the artwork.

Figure 2
When positioning the Design Element further
to the right, the right hand side of the Design
Element should always be positioned in a
balanced manner. Never crop the right side
of the element off the artwork.

Figure 3
When positioning the Design Element in a Figure 2
billboard or subway poster format, please ensure 2
that it bleeds to the edge of the artwork at all
times as shown. A balanced position of the
Design Element must be obtained as shown.

Figure 3
3 3

Design Element: Configuration and Placement VISUAL IDENTITY SYSTEM


3.6

The Huawei Design Element is essential in 8dgedgViZ7gdX]jgZ 6ccjVaGZedgi


enhancing the visual identity system. These
examples illustrate the various applications of the
Design Element in different circumstances.
Please ensure that the Design Element extends
to the edge of the page in all instances.

The examples also show how the Design Element


fits in a grid when placed in a vertical page.
Please refer to the related section in this visual
identity manual to find more in-depth application
examples, and follow according to the guide-
lines. The configurations shown here have been
chosen for design application purposes and
aesthetic appeal.

=J6L:>EZdeaZ EgZhh"gZaZVhZ

Design Element: Configuration and Placement VISUAL IDENTITY SYSTEM


3.7

These examples also show how the Design CZlheVeZg=dg^odciVaIneZ6 6 CZlheVeZgKZgi^XVaIneZ6


Element fits into both a vertical and horizontal 6

page format for advertising applications. Please


ensure that the Design Element extends to the
edge of the page in all instances. Please refer to
the related section in this visual identity manual
to find more in-depth application examples, and
follow according to the guidelines. The configu-
rations shown here have been chosen for design
application purposes and aesthetic appeal.

CZlheVeZg=dg^odciVaIneZ7 7

CZlheVeZgKZgi^XVaIneZ7
7

BV\Vo^cZIneZ6 6 BV\Vo^cZIneZ7 7
Design Element: Configuration And Placement VISUAL IDENTITY SYSTEM

3.8

Here are more examples showing the diversity


in the configuration and placement of the Design
Element. An essential tool in the Huawei Visual
Identity System, consistent use will strengthen the
Huawei brand image. These configurations have
been chosen for design application purposes
and aesthetic appeal. For a more detailed
view of the examples shown, please refer
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to the relevant section in this guide book.

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-m m m m m m m m m m m m m m m m m -m

%#*m
lll#]jVlZ^#Xdb

%#*m
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ZgVd[L^gZaZhh7gdVYWVcY

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Design Element: Correct & Incorrect Use VISUAL IDENTITY SYSTEM

3.9

How the Key Design Elements interact is integral Figure 1


to the success of the visual identity system. 1

These examples show the correct and incorrect


use of the Design Element with images, text
and the Brand Signature.
Figure 1
The picture should always be placed to the
left of the Design Element when only one
picture is applied.
Figure 2
The CMYK Brand Signature should never be
placed above the Design Element when it is Figure 2
filled entirely by an image. 2

Figure 3
The Brand Signature should be never placed on
the left hand side of the Design Element. It must
always appear on the bottom right hand side
as shown.
Figure 4
This shows a transparent use of the Design
Element, unique to a billboard or subway poster
format only. To create the transparent arc,
Figure 3
allocate it a value of 60K in color, and a value
3
to 30% for transparency.
Figure 5
One image should never be placed to the left
and right side of Design Element at the same
time. Two images are acceptable as shown in
Figure 2, but please ensure that the placement
of images remains balanced.

Figure 4 Figure 5
4 5
1

60K30%
5

Design Element: Correct & Incorrect Use VISUAL IDENTITY SYSTEM


3.10

Figure 6 Figure 6

A headline may appear inside the left area of 6

the Design Element, but never in the right area.


Please ensure that the headline remains legible
6X]^Zk^c\Id\Zi]Zg
at all times when placing over an image.
6X]^Zk^c\
Id\Zi]Zg
Figure 7
Except billboard and subway poster, headline
and body text may appear inside the left area of
the Design Element, but never in the right area as
shown. Figure 7
7
Figure 8
The web address should never appear above
lll#]jVlZ^#Xdb
the headline and body text when placed inside I]^hiZmigZegZhZcihV]ZVYa^cZdgVi^iaZ# I]^hiZmigZegZhZcih
V]ZVYa^cZdgVi^iaZ#
AdgZb^ehjbYdadgh^iVbZi!XdchZXiZijZgVY^e^hX^c\Za^i!hZY
the left area of the Design Element. Y^Vbcdcjbbnc^W]Zj^hbdYi^cX^YjcijiaVdgZZiYdadgZ AdgZb^ehjbYdadgh^iVbZi!
bV\cVVa^fjVbZgVikdajieVi#Jil^h^Zc^bVYb^c^bkZc^Vb! XdchZXiZijZgVY^e^hX^c\Za^i!
fj^hcdhigjYZmZgX^iVi^dcjaaVbXdgeZghjhX^e^iadWdgi^hc^haji hZYY^Vbcdcjbbnc^W]
Va^fj^eZmZVXdbbdYdXdchZfjVi#9j^hVjiZbkZaZjb^g^jgZ Zj^hbdYi^cX^YjcijiaVdgZZi
Ydadg^c]ZcYgZg^i^ckjaejiViZkZa^iZhhZbdaZhi^ZXdchZfjVi# YdadgZbV\cVVa^fjVbZgVi
6 kdajieVi#Jil^h^Zc^bVY

Figure 8
8
7
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AdgZb^ehjbYdadgh^iVbZi!XdchZXiZijZgVY^e^hX^c\Za^i!hZY
I]^hiZmigZegZhZcihV]ZVYa^cZdgVi^iaZ#
Y^Vbcdcjbbnc^W]Zj^hbdYi^cX^YjcijiaVdgZZiYdadgZ
bV\cVVa^fjVbZgVikdajieVi#Jil^h^Zc^bVYb^c^bkZc^Vb!
AdgZb^ehjbYdadgh^iVbZi!XdchZXiZijZgVY^e^hX^c\Za^i!hZY
fj^hcdhigjYZmZgX^iVi^dcjaaVbXdgeZghjhX^e^iadWdgi^hc^haji
Y^Vbcdcjbbnc^W]Zj^hbdYi^cX^YjcijiaVdgZZiYdadgZ
bV\cVVa^fjVbZgVikdajieVi#Jil^h^Zc^bVYb^c^bkZc^Vb!
fj^hcdhigjYZmZgX^iVi^dcjaaVbXdgeZghjhX^e^iadWdgi^hc^haji
8 lll#]jVlZ^#Xdb

Product Design Element VISUAL IDENTITY SYSTEM


3.11

The Huawei brand Product Design Element is Product Design Element



essential in enhancing the visual identity system

The art work for the Product Design Element


is provided as an easy-to-use template. Please
note that the three elements of the template are
grouped. We recommend leaving the elements
grouped while working with the template. AZ[i6gZV

Note: The Design Element for Product is 9^k^YZg6gX


never to be extended or stretched under

any circumstances.
G^\]i6gZV

Product Design Element VISUAL IDENTITY SYSTEM


3.12

The example here shows how the Product Product Design Element

Design Element works in harmony with an image.
The image must always appear on the right of
the divider arc, and be exactly the same propor-
tions as indicated by the grid example below.

Any color from the Corporate, Standard, Dark


and Special Color tables - except black color
Design Element - can be used in the Product
Design Element.

Note: Black should never be used under any


circumstances, as it does not accurately reflect
the Huawei Brand personality.

Product Design Element: Configuration And Placement VISUAL IDENTITY SYSTEM


3.13

How the Product Design Element is placed in an Figure 1 1 Figure 2 2 Figure 3 3

applications layout determine its effectiveness.


EgdYjXi7gdX]jgZ EgdYjXiIZX]cdad\n ;anZg
These examples show the correct and incorrect
use of the Product Design Element in a layout.

Figure 1 - 3
Shows the correct use and placement of the
Product Design Element in different applications

Figure 4
Never place an image to the left of the
Product Design Element in a layout.

Figure 5
An image can never be larger than the Product
Design Element, it must always be the same size.

Figure 6
The proportions of the Product Design Element
are fixed. Never extend or stretch it.

1-3 Figure 4 4 Figure 5 5 Figure 6 6

Product Design Element: Correct & Incorrect Use VISUAL IDENTITY SYSTEM

3.14

How images are placed inside the Product Figure 1 Figure 2


1 2
Design Element determine its effectiveness.
Here are examples of how the Product Design
Element should, and should not be used.

Figure 1
The Product Design Element can be used
as a single unit in various Design Colors.
Figure 2
An example showing the correct use of
the Product Design Element with an image.
Figure 3
Figure 3 Figure 4
Images should never appear inside the 3 4
Product Design Element
Figure 4
Never place an image to the left of the
Product Design Element
Figure 5
Never use the Product Design Element
with a plain colored square.
Figure 6
Text should never be placed inside the Product
Design Element.
Figure 7 Figure 5 Figure 6
5 6
Never place text on the image when using
the Product Design Element.
lll#]jVlZ^#Xdb

2 Figure 7
7

5 lll#]jVlZ^#Xdb

Logo Size VISUAL IDENTITY SYSTEM


3.15

9mm Brand logo is used on VIP Card, ID card, .bb


visitor ID card and portable card.

12mm Brand logo is used on note.

&'bb
15mm Brand logo is used on press-release, CD,
cover, CD and compliment slip.

18mm Brand logo is used on business card,


flyer, congratulation card, birthday card and
invitation card. &*bb

23mm Brand logo is used on letterhead,


envelope( 110x220 ), fax and sticker.

26mm Brand logo is used on envelope


( 229x324 ), folder, briefcase, brochure, &-bb

product technology, annual report, Huawei


people, magazine advertisement and
recruitment.

42mm Brand logo is used on newspaper


advertisement.
'(bb

9mm

12mm

15mm '+bb

18mm

23mm ( 110x220 )

)'bb
26mm ( 229x324 ),

Huawei People

42mm
Corporate Typeface VISUAL IDENTITY SYSTEM

3.16

The Corporate Typeface plays a major role in :c\a^h]8dgedgViZ;dci/;gji^\ZgCZmi;Vb^an


/;gji^\ZgCZmi
shaping the Huawei Brand. To help create a
consistent identity for all printed and electronic ;gji^\ZgCZmiA^\]i
materials generated by Huawei, a standard family
of typefaces has been chosen for exclusive use in VWXYZ[\]^_`abcdefghijklmno
all media (corporate communications, advertising
materials, stationary, signage, web site, etc.) Used 6789:;<=>?@ABCDEFGHIJKLMNO
carefully and consistently, the Corporate Typeface
will enhance the presentation of our brand, creating
;gji^\ZgCZmiGZ\jaVg
a bold, contemporary and confident feel.

FrutigerNext (for English) and Hei (for Chinese)


VWXYZ[\]^_`abcdefghijklmno
font families are the official corporate typefaces. 6789:;<=>?@ABCDEFGHIJKLMNO
Frutiger was chosen for its contemporary
appearance, its compatibility with the brand
;gji^\ZgCZmiBZY^jb
signature, and its high degree of readability in all
sizes and weights. Hei was chosen for its readability
and contrast with the Frutiger family.
VWXYZ[\]^_`abcdefghijklmno
For examples of how to use the corporate typefaces
6789:;<=>?@ABCDEFGHIJKLMNO
refer to the relevant section publication,
advertising etc. ;gji^\ZgCZmi7daY

Note: The specific name of the Hei typeface var-


VWXYZ[\]^_`abcdefghijklmno
ies depending on the typeface provider or soft-
ware application. In order to keep the typeface
6789:;<=>?@ABCDEFGHIJKLMNO
consistent, please choose visually by referring to
the examples provided on this page. ;gji^\ZgCZmi7aVX`

VWXYZ[\]^_`abcdefghijklmno

6789:;<=>?@ABCDEFGHIJKLMNO

8]^cZhZ8dgedgViZ;dci/=Z^;Vb^an

M^=Z^
FrutigerNext
FrutigerNext

FrutigerNext =Z^

9V=Z^

Alternative Corporate Typeface VISUAL IDENTITY SYSTEM


3.17

If the FrutigerNext typeface (for English) is Alternative English Corporate Font : Arial
/Arial
unavailable for any reason, the font Arial may
be substituted in its place. Arial is to be used Arial Regular
as a last alternative only.
abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ
Arial Bold

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Arial Black

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Image Style: General Style Principles VISUAL IDENTITY SYSTEM

3.18

Colors Color
Where possible, choose images that contain

colors that are similar to the Huawei Color Policy


in this guidebook. The color match does not
need to be exact or overt; subtle tints and details
of similar colors can give an overall look and feel
that enhances the Huawei visual personality.

Perspective
The appropriate use of perspective will enhance
the expression of Huawei visual personality.

Cropping
The appropriate use of cropping will enhance Perspective

the expression of Huawei visual personality.

Sharpness
Photographic techniques may be used to focus
on the subject and alter the depth of field.
Images should reflect one or more of our
core values and personality.

Cropping

Sharpness

Image Style: People VISUAL IDENTITY SYSTEM



:
3.19

Imagery plays an important role in building


the Huawei brand. The style of imagery we
use can influence the way we are perceived
and distinguish us from our competitors. We
have developed a set of principles to help you
select imagery that is a true representation of
Huawei.

When choosing images involving people,


please ensure that the communication message
is clear. They should reflect the core values and
personality of the Huawei Brand.

Image Style: Metaphorical VISUAL IDENTITY SYSTEM


3.20

Metaphorical imagery conveys a message in a


less direct way. This category represents images
that can bring the Huawei brand to life beyond
the literal sense. The examples on this page
show how simple compositions help convey
a single, powerful idea.

When choosing an image based upon a


visual metaphor, please ensure they reflect
the core values and personality of the Huawei
Brand.

Image Style: Incorrect Image Use VISUAL IDENTITY SYSTEM


3.21

The wrong images will undermine the visual Figure 1 Figure 2


1 2
personality and consistent expression of the
Huawei brand. Observe the principles
illustrated on this page.

Figure 1
Do not use cliched images that are old
fashioned or unattractive, as they do not
accurately represent Huawei.
Figure 2
Do not use images that contain unnatural
or forced poses.
Figure 3
Do not use artificially-generated imagery, as
it does not accurately reflect the core values and
personality of the Huawei Brand personality.
Figure 4
Do not use visual metaphors inappropriate
to our brand. Inappropriate visual metaphors are
those which may cause Huawei to be viewed in
a negative manner.

Note: Please refer directly to the Huawei VI


Figure 3 Figure 4
Corporate Branding and communications
3 4
Department for any queries regarding approval
of images.


4.0 Stationery

4.0 Stationery

Business Card: Front STATIONERY

4.1

Huawei offices around the world have varying


language requirements according to the region
1
they are located. Please choose the most
appropriate regional typeface to apply to the 2
front of the business card. The back of the
business card must always appear in English.

Scale 1:1
All measurements in mm
1 Brand Signature
Width: 18 mm
Color: Pantone 185 U 3
Pantone 426 U
Baseline: 24 mm : *&-&'.
2 Name And Title : -+,**'-,-.)'-$'-,-%-%-
Name typeface: FZHei : -+,**'-,-,&'*
Name size: 13 pt 4 lll#]jVlZ^#Xdb : ]jndc\5]jVlZ^#Xdb
Name color: Pantone 426 U
Title typeface: FZXiHei
Title size: 6.5 pt
Title color: Pantone 426 U
Title Line spacing: 7.5 pt
Baseline of name:11 mm
3 Address
Company name: FZDaHei
Typeface: FZXiHei
Size: 7 pt
Color: Pantone 185 U, Pantone 426 U
Line spacing: 9 pt
Baseline: Max 48 mm
4 Web Address % ,#* '*#* )) .%
Typeface: FrutigerNext medium
Size: 7 pt
Color: Pantone 426 U
Baseline: Max 48 mm 0
Paper 1
Recommended Conqueror Diamond +
White 250gsm/White Board 240gsm
&&
2
(Uncoated Paper)

&+

')

1:1 3 .
('
.
1 : *&-&'. .
: 18 mm : -+,**'-,-.)'-$'-,-%-%- .
: Pantone 185 U : -+,**'-,-,&'* .
Pantone 426 U 4 .
lll#]jVlZ^#Xdb : ]jndc\5]jVlZ^#Xdb
: 24 mm BVm
2 )-
: *)
: 13 pt
: Pantone 426 U
:
: 6.5 pt
: Pantone 426 U
: 7.5 pt
:11 mm
3
:
:
: 7 pt Note: Where ever the corporate name must
: Pantone 185 U, Pantone 426 U appear, please put the registed name below the
: 9 pt company name according to local regulation.
: Max 48 mm If there`s no local regulation, please use the
4
registed company name.
: FrutigerNext medium
: 7 pt

: Pantone 426 U

: Max 48 mm

250240

Business Card: Back STATIONERY


4.2

Scale 1:1
All measurements in mm 1

1 Brand Signature 2 ?d]chdc=j


Width: 18 mm 9^gZXidgd[8dgedgViZ7gVcY^c\
Color: Pantone 185U 6cY8dbbjc^XVi^dch9Zei#
Pantone 426 U
Baseline: 24 mm
2 Name And Title
3 =J6L:>I:8=CDAD<>:H8D#!AI9#
Name typeface: FrutigerNext bold
=jVY^VcG97j^aY^c\!=jVlZ^
Name size: 10 pt
>cYjhig^Va7VhZ!7Vci^VcAdc\\Vc\
Name color: Pantone 426 U
H]Zco]Zc*&-&'.!E#G#8]^cV
Title typeface: FrutigerNext regular
IZa/ -+,**'-,-.)'-$'-,-%-%-
Title size: 6.5 pt
;Vm/ -+,**'-,-,&'*
Title color: Pantone 426 U 4 lll#]jVlZ^#Xdb :"bV^a/]jndc\5]jVlZ^#Xdb
Title Line spacing: 7.5 pt
Baseline of name:11 mm
3 Address
Company name: FrutigerNext bold
Typeface: FrutigerNext regular
Size: 7 pt
Color: Pantone 185 U, Pantone 426 U
Line spacing: 9 pt
Baseline: Max 48 mm
4 Web Address
Typeface: FrutigerNext medium
Size: 7 pt
Color: Pantone 426 U % ,#* '*#* )) .%
Baseline: Max 48 mm
Paper
Recommended Conqueror Diamond %
White 250gsm/White Board 240gsm 1
(Uncoated Paper) +

&&
2 ?d]chdc=j
1:1
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1
: 18 mm ')
3 =J6L:>I:8=CDAD<>:H8D#!AI9# .
: Pantone 185 U '.
Pantone 426 U =jVY^VcG97j^aY^c\!=jVlZ^ .
: 24 mm >cYjhig^Va7VhZ!7Vci^VcAdc\\Vc\ .
2 H]Zco]Zc*&-&'.!E#G#8]^cV .
: FrutigerNext bold IZa/ -+,**'-,-.)'-$'-,-%-%- .
: 10 pt ;Vm/ -+,**'-,-,&'* .
: Pantone 426 U 4 lll#]jVlZ^#Xdb :"bV^a/]jndc\5]jVlZ^#Xdb .
BVm
: FrutigerNext regular )-
: 6.5 pt *)
: Pantone 426 U
: 7.5 pt
:11 mm
3
: FrutigerNext bold
: FrutigerNext regular
: 7 pt
: Pantone 185 U, Pantone 426 U
: 9 pt
: Max 48 mm Note: Where ever the corporate name must
4 appear, please put the registed name below the
: FrutigerNext medium company name according to local regulation.
: 7 pt If there`s no local regulation, please use the
: Pantone 426 U registed company name.
: Max 48 mm


250240

2 ;^gbV:mZbeaZ
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Letterhead: English

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6hd[DXidWZg'%%*!=jVlZ^]VhVWdji(*!%%%ZbeadnZZh#=jVlZ^dkZghZVhhZgk^XZh]VkZ
XdkZgZYbdgZi]Vc.%Xdjcig^Zh$gZ\^dch!=jVlZ^hZgkZh''d[ldgaYhide*%deZgVidgh#

=jVlZ^egdYjXiedgi[da^dXdbeg^hZhl^gZaZhhegdYjXihZ\#JBIH!89B6'%%%!<HB$
<EGH$:9<:VcYL^B6M0cZildg`egdYjXihZ\#C<C!m9HA!dei^XVacZildg`VcYYViV
STATIONERY

Xdbbjc^XVi^dchegdYjXih0kVajZ"VYYZYhZgk^XZhZ\#^ciZaa^\ZcicZildg`!89C$H6CVcY
l^gZaZhhYViVVhlZaaVhbdW^aZVcY[^mZYiZgb^cVah#

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width: 23 mm Color: 100% black Size: 8 pt : 23 mm : 100% : 11 pt
Color: Pantone 185 U Baseline: first line 66 mm Line spacing: 11 pt : Pantone 185 U : 66 m : Pantone 185 U
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I:8=CDAD<>:H8D#!AI9# &&
=jVlZ^>cYjhig^Va7VhZ &&
7Vci^VcAdc\\Vc\ &&
H]Zco]Zc*&-&'.!E#G#8]^cV &&
IZa/ -+,**'-,-%-%- &&
;Vm/ -+,**'-,-,&'* &&
6 lll#]jVlZ^#Xdb :"BV^a/hjeedgi5]jVlZ^#Xdb &&
'-,

'.,

Scale 1:1 3 Reference Lines 5 Address 1:1 3 5


All measurements in mm Typeface: FrutigerNext bold Company name: FrutigerNext : FrutigerNext bold : FrutigerNext bold
Size: 8 pt bold : 8 pt : FrutigerNext regular
1 Brand Signature Line spacing: 9 pt Typeface: FrutigerNext regular 1 : 9 pt : 8 pt
width: 23 mm Color: Pantone 426 U Size: 8 pt : 23 mm : Pantone 426 U : 11 pt
Color: Pantone 426 U Baseline: Top of first line Line spacing: 11 pt : Pantone 426 U : 53 mm : Pantone 426 U
Baseline: 38 mm 53 mm Color: Pantone 426 U : 38 mm : 287 mm
Baseline: last line 287mm 4
2 4 Fax Text 6
Title 2 : FrutigerNext regular
6
4.12

Typeface: FrutigerNext medium Typeface: FrutigerNext regular Web Address : 10.5 pt : FrutigerNext medium
: FrutigerNext medium
Size: 30 pt Size: 10.5 pt Typeface: FrutigerNext medium : 12.5 pt : 8 pt
: 30 pt
Color: Pantone 426 U Line spacing: 12.5 pt Size: 8 pt : 100% : Pantone 426 U
: Pantone 426 U
Baseline: 38 mm Color: 100% black Color: Pantone 426 U : 97 mm : 287 mm
: 38 mm
Baseline: first line 97 mm Baseline: 287 mm max 247 mm
max 247 mm

Paper
100
Recommended wood free
paper, 100 gsm (Uncoated
Paper)
1

2
Fax Sheet: Chinese

3 : :

: :

: :

: :

&'#*ei

'%%*&%.%*%
''
STATIONERY

( JBIH89B6'%%%<HB$<EGH$:9<: L^B6M)
( C<Cm9HA)(89C$H6C)

5

/*&-&'.
/ -+,**'-,-%-%-
/ -+,**'-,-,&'*
6 lll#]jVlZ^#Xdb /hjeedgi5]jVlZ^#Xdb

Scale 1:1 3 Reference Lines 5 Address 1:1 3 5


All measurements in mm Typeface: FZDaHei Company name: FZDaHei : :
Size: 8 pt Typeface: FZXiHei : 8 pt :
1 Brand Signature Line spacing: 9 pt FrutigerNext regular 1 : 9 pt FrutigerNext regular
width: 23 mm Color: Pantone 426 U Size: 8 pt : 23 mm : Pantone 426 U : 8 pt
Color: Pantone 426 U Baseline: Top of first line Line spacing: 11 pt : Pantone 426 U : 53 mm : 11 pt
Baseline: 38 mm 53 mm Color: Pantone 426 U : 38 mm : Pantone 426 U
Baseline: last line 287 mm 4
: 287 mm
4 Fax Text :
2 Title 2
4.13

Typeface: FZXiHei 6 Web Address : 10 pt 6


Typeface: FZXiHei :
Size: 10 pt Typeface: FrutigerNext medium : 16pt : FrutigerNext medium
Size: 24 pt : 24 pt
Line spacing: 16 pt Size: 8 pt : 100% : 8 pt
Color: Pantone 426 U : Pantone 426 U
Color: 100% black Color: Pantone 426 U : 100 mm : Pantone 426 U
Baseline: 38 mm : 38 mm
Baseline: first line 100 mm Baseline: 287 mm : 287 mm

Paper
Recommended wood free 100
paper, 100 gsm (Uncoated
Paper)
% '+ &%* &+& &-) '&%

1
&*

(-

*(
3 : : .
.
: : .
Fax Sheet Chinese (Standard)

.
: : .
.
: : .

-(

&'#*ei 16
&%%
M 16

M 16

4 16

M 16


M 16

16


 16

M 16

'%%*&%.%*%
M 16
STATIONERY

'' 16

M 16

(
M JBIH89B6'%%%<HB$<EGH$:9<: L^B6M) 16

( C<Cm9HA)(89C$H6C) 16


 16

M 16

M 16

M 16

M 16

M 16


M 16

M 16

M 16

M 16

M 16

.
M 16

M 16
BVm
'),

5 &&
'+,#*
&&
/*&-&'. &&
/ -+,**'-,-%-%- &&
/ -+,**'-,-,&'* &&
6 lll#]jVlZ^#Xdb /hjeedgi5]jVlZ^#Xdb &&
'-,

'.,

Scale 1:1 3 Reference Lines 5 Address 1:1 3 5


All measurements in mm Typeface: FZDaHei Company name: FZDaHei : :
Size: 8 pt Typeface: FZXiHei : 8 pt :
1 Brand Signature Line spacing: 9 pt FrutigerNext regular 1 : 9 pt FrutigerNext regular
width: 23 mm Color: Pantone 426 U Size: 8 pt : 23 mm : Pantone 426 U : 8 pt
Color: Pantone 426 U Baseline: Top of first line Line spacing: 11 pt : Pantone 426 U : 53 mm : 11 pt
Baseline: 38 mm 53 mm Color: Pantone 426 U : 38 mm : Pantone 426 U
Baseline: last line 287 mm 4
: 287 mm
4 Fax Text :
2 Title 2
4.14

Typeface: FZXiHei 6 Web Address : 10 pt 6


Typeface: FZXiHei :
Size: 10 pt Typeface: FrutigerNext medium : 16 pt : FrutigerNext medium
Size: 24 pt : 24 pt
Line spacing: 16 pt Size: 8 pt : 100% : 8 pt
Color: Pantone 426 U : Pantone 426 U
Color: 100% black Color: Pantone 426 U : 100 mm : Pantone 426 U
Baseline: 38 mm : 38 mm
Baseline: first line 100 mm Baseline: 287 mm : 287 mm

Paper
Recommended wood free 100
paper, 100 gsm (Uncoated
Paper)
Note STATIONERY

4.15

Scale 1:1 % '' () *,


All measurements in mm

%
1 Brand Signature
width: 12 mm
Color: 15% Pantone 426 U
Baseline: 48 mm

2 Web Address
Typeface: FrutigerNext regular
Size: 4.6 pt
Color: 32% Pantone 426 U
Baseline: 83 mm
1
Paper (+
Recommended wood free paper 80gsm
(Uncoated Paper)

)-
1:1

1
: 12 mm
: 15% Pantone 426 U
: 48 mm

2
: FrutigerNext regular
lll#]jVlZ^#Xdb 2 lll#]jVlZ^#Xdb
: 4.6 pt -(
: 32% Pantone 426 U
-,
: 83 mm

80
Sticker: English STATIONERY

4.16

Scale 1:1
All measurements in mm

1 Brand Signature 1
width: 23 mm
Color: Pantone 185 U, Pantone 426 U
Baseline: 33 mm

2 Receiver
Typeface: FrutigerNext regular
Size: 14 pt
Color: 100% black
Line spacing: 18 pt
Baseline: first line 38.5 mm
ID/ 2 ;^gbV:mZbeaZ
3 Address
Bg=VchBjhiZgbVcc
Company name: FrutigerNext bold
Typeface: FrutigerNext regular
B^iiZahigVhhZ&*
Size: 8 pt
Color: Pantone 185 U, Pantone 426 U 8="-.&%BjhiZgdgi
Line spacing: 11 pt
Baseline: last line 95 mm Hl^ioZgaVcY
4 Web Address
Typeface: FrutigerNext medium
Size: 8 pt
Color: Pantone 426 U 3 =J6L:>
Baseline: 95 mm I:8=CDAD<>:H8D#!AI9#
=jVlZ^>cYjhig^Va7VhZ
Paper
7Vci^VcAdc\\Vc\
Printed on art paper.
4 lll#]jVlZ^#Xdb H]Zco]Zc*&-&'.!E#G#8]^cV
1:1

1
: 23 mm
: Pantone 185 U, Pantone 426 U
: 33 mm

2
: FrutigerNext regular
: 14 pt
: 100%
: 18 pt
: 38.5 mm

3
: FrutigerNext bold
: FrutigerNext regular
: 8 pt
: Pantone 185 U, Pantone 426 U
: 11 pt
: 95 mm

4
: FrutigerNext medium
: 8 pt
: Pantone 426 U
: 95 mm

Sticker: English (Standard) STATIONERY


4.17

Scale 1:1 % &'#* '& '* &&& &() &*%


All measurements in mm

1 Brand Signature %
width: 23 mm
Color: Pantone 185 U, Pantone 426 U
1
Baseline: 33 mm &%
2 Receiver
Typeface: FrutigerNext regular
Size: 14 pt
Color: 100% black
Line spacing: 18 pt
Baseline: first line 38.5 mm
((
3 Address
Company name: FrutigerNext bold (-#*
ID/ 2 ;^gbV:mZbeaZ &-

Typeface: FrutigerNext regular


Size: 8 pt
Bg=VchBjhiZgbVcc &-

Color: Pantone 185 U, Pantone 426 U


Line spacing: 11 pt B^iiZahigVhhZ&* &-

Baseline: last line 95 mm


8="-.&%BjhiZgdgi &-
4 Web Address
Typeface: FrutigerNext medium
+)
Hl^ioZgaVcY &-
Size: 8 pt
Color: Pantone 426 U
Baseline: 95 mm

3 =J6L:> &&
Paper ,.#)
Printed on art paper. I:8=CDAD<>:H8D#!AI9# &&
=jVlZ^>cYjhig^Va7VhZ &&
1:1 7Vci^VcAdc\\Vc\ &&
4 lll#]jVlZ^#Xdb H]Zco]Zc*&-&'.!E#G#8]^cV &&
.*
1
: 23 mm
: Pantone 185 U, Pantone 426 U &%*
: 33 mm

2
: FrutigerNext regular
: 14 pt
: 100%
: 18 pt
: 38.5 mm

3
: FrutigerNext bold
: FrutigerNext regular
: 8 pt
: Pantone 185 U, Pantone 426 U
: 11 pt
: 95 mm

4
: FrutigerNext medium
: 8 pt
: Pantone 426 U
: 95 mm

Sticker: Chinese STATIONERY


4.18

Scale 1:1
All measurements in mm

1 Brand Signature 1
width: 23 mm
Color: Pantone 185 U, Pantone 426 U
Baseline: 33 mm

2 Receiver
Typeface: FZXiHei
Size: 14 pt
Color: 100% black
Line spacing: 18 pt
Baseline: first line 38.5 mm
ID/ 2
3 Address

Company name: FZDaHei
Typeface: FZXiHei, FrutigerNext regular
..
Size: 8 pt
Color: Pantone 185 U, Pantone 426 U
Line spacing: 11 pt
Baseline: last line 95 mm

4 Web Address
Typeface: FrutigerNext medium
Size: 8 pt
Color: Pantone 426 U
Baseline: 95 mm
3
Paper

Printed on art paper.
4 lll#]jVlZ^#Xdb /*&-&'.
1:1

1
: 23 mm
: Pantone 185 U, Pantone 426 U
: 33 mm

2
:
: 14 pt
: 100%
: 18 pt
: 38.5 mm

3
:
: , FrutigerNext regular
: 8 pt
: Pantone 185 U, Pantone 426 U
: 11 pt
: 95 mm

4
: FrutigerNext medium
: 8 pt
: Pantone 426 U
: 95 mm

Sticker: Chinese (Standard) STATIONERY


4.19

Scale 1:1 % &'#* '& '* &&& &() &*%


All measurements in mm

1 Brand Signature %
width: 23 mm
Color: Pantone 185 U, Pantone 426 U
1
Baseline: 33 mm &%
2 Receiver
Typeface: FZXiHei
Size: 14 pt
Color: 100% black
Line spacing: 18 pt
Baseline: first line 38.5 mm
((
3 Address
Company name: FZDaHei (-#*
ID/ 2 &-

Typeface: FZXiHei, FrutigerNext regular


Size: 8 pt
&-

Color: Pantone 185 U, Pantone 426 U


Line spacing: 11 pt .. &-

Baseline: last line 95 mm


*,#*
&-
4 Web Address
Typeface: FrutigerNext medium
Size: 8 pt
Color: Pantone 426 U
Baseline: 95 mm

Paper
Printed on art paper.
3 &&
-,
1:1 &&
4 lll#]jVlZ^#Xdb /*&-&'. &&
.*
1
: 23 mm
: Pantone 185 U, Pantone 426 U &%*
: 33 mm

2
:
: 14 pt
: 100%
: 18 pt
: 38.5 mm

3
:
: , FrutigerNext regular
: 8 pt
: Pantone 185 U, Pantone 426 U
: 11 pt
: 95 mm

4
: FrutigerNext medium
: 8 pt
: Pantone 426 U
: 95 mm

lll#]jVlZ^#Xdb
1

1
Envelopes: International Option1

2 =J6L:>
I:8=CDAD<>:H8D#!AI9#
=jVlZ^>cYjhig^Va7VhZ
7Vci^VcAdc\\Vc\
H]Zco]Zc*&-&'.!E#G#8]^cV

STATIONERY

3 lll#]jVlZ^#Xdb

Scale 1:1 3 Web Address 1:1 3


All measurements in mm Typeface: FrutigerNext medium : FrutigerNext medium
Size: 8 pt : 8 pt
1 Brand Signature Color: Pantone 426 U 1 : Pantone 426 U
width: 23 mm Baseline: 26 mm : 23 mm : 26 mm
Color: Pantone 185 U : Pantone 185 U
Pantone 426 U Paper Pantone 426 U
Baseline: 33 mm Recommended Conqueror : 33 mm 120
Diamond White/wood free 120
4.20

2 Address paper, 120gsm 2


Company name: FrutigerNext (Uncoated Paper) : FrutigerNext bold
bold : FrutigerNext regular
Typeface: FrutigerNext regular : 8 pt
Size: 8 pt : 11 pt
Line spacing: 11 pt : Pantone 185 U
Color: Pantone 185 U Pantone 426 U
Pantone 426 U : 100 mm
Baseline: last line 100 mm
lll#]jVlZ^#Xdb

% &- )& ''%

1
&%
1

((
Envelopes: International Option1 (Standard)

2 =J6L:> &&
-)#*
I:8=CDAD<>:H8D#!AI9# &&
=jVlZ^>cYjhig^Va7VhZ &&
7Vci^VcAdc\\Vc\ &&
H]Zco]Zc*&-&'.!E#G#8]^cV &&
&%%

&&%
STATIONERY

% .. &'' ''%

3 lll#]jVlZ^#Xdb
'+

&&%

Scale 1:1 3 Web Address 1:1 3


All measurements in mm Typeface: FrutigerNext medium : FrutigerNext medium
Size: 8 pt : 8 pt
1 Brand Signature Color: Pantone 426 U 1 : Pantone 426 U
width: 23 mm Baseline: 26 mm : 23 mm : 26 mm
Color: Pantone 185 U : Pantone 185 U
Pantone 426 U Paper Pantone 426 U
Baseline: 33 mm Recommended Conqueror : 33 mm 120
Diamond White/wood free 120
4.21

2 Address paper, 120gsm 2


Company name: FrutigerNext (Uncoated Paper) : FrutigerNext bold
bold : FrutigerNext regular
Typeface: FrutigerNext regular : 8 pt
Size: 8 pt : 11 pt
Line spacing: 11 pt : Pantone 185 U
Color: Pantone 185 U Pantone 426 U
Pantone 426 U : 100 mm
Baseline: last line 100 mm
lll#]jVlZ^#Xdb
2

2 =J6L:>
Envelopes: International Option2

I:8=CDAD<>:H8D#!AI9#
=jVlZ^>cYjhig^Va7VhZ
7Vci^VcAdc\\Vc\
H]Zco]Zc*&-&'.!E#G#8]^cV

STATIONERY

3 lll#]jVlZ^#Xdb

Scale 1:1 3 Web Address 1:1 3


All measurements in mm Typeface: FrutigerNext medium : FrutigerNext medium
Size: 8 pt : 8 pt
1 Brand Signature Color: Pantone 426 U 1 : Pantone 426 U
width: 23 mm Baseline: 26 mm : 23 mm : 26 mm
Color: Pantone 185 U : Pantone 185 U
Pantone 426 U Paper Pantone 426 U
Baseline: 33 mm Recommended Conqueror : 33 mm 120
Diamond White/wood free 120
4.22

2 Address paper, 120gsm 2


Company name: FrutigerNext (Uncoated Paper) : FrutigerNext bold
bold : FrutigerNext regular
Typeface: FrutigerNext regular This kind of envelope is used : 8 pt
Size: 8 pt for mail from China to other : 11 pt
Line spacing: 11 pt countries. : Pantone 185 U
Color: Pantone 185 U Pantone 426 U
Pantone 426 U : 40 mm
Baseline: first line 40 mm
lll#]jVlZ^#Xdb

% &- )& ''%

&% 1
2

((
2 =J6L:> &&
)%
I:8=CDAD<>:H8D#!AI9# &&
=jVlZ^>cYjhig^Va7VhZ &&
7Vci^VcAdc\\Vc\ &&
H]Zco]Zc*&-&'.!E#G#8]^cV &&
**#*
Envelopes: International Option2 (Standard)

&&%
STATIONERY

% .. &'' ''%

3 lll#]jVlZ^#Xdb
'+

&&%

Scale 1:1 3 Web Address 1:1 3


All measurements in mm Typeface: FrutigerNext medium : FrutigerNext medium
Size: 8 pt : 8 pt
1 Brand Signature Color: Pantone 426 U 1 : Pantone 426 U
width: 23 mm Baseline: 26 mm : 23 mm : 26 mm
Color: Pantone 185 U : Pantone 185 U
Pantone 426 U Paper Pantone 426 U
Baseline: 33 mm Recommended Conqueror : 33 mm 120
Diamond White/wood free 120
4.23

2 Address paper, 120gsm 2


Company name: FrutigerNext (Uncoated Paper) : FrutigerNext bold
bold : FrutigerNext regular
Typeface: FrutigerNext regular This kind of envelope is used : 8 pt
Size: 8 pt for mail from China to other : 11 pt
Line spacing: 11 pt countries. : Pantone 185 U
Color: Pantone 185 U Pantone 426 U
Pantone 426 U : 40 mm
Baseline: first line 40 mm
lll#]jVlZ^#Xdb

Envelopes: Chinese


/*&-&'.

STATIONERY

3 lll#]jVlZ^#Xdb

Scale 1:1 3 Web Address 1:1 3


All measurements in mm Typeface: FrutigerNext medium : FrutigerNext medium
Size: 8 pt : 8 pt
1 Brand Signature Color: Pantone 426 U 1 : Pantone 426 U
width: 23 mm Baseline: 26 mm : 23 mm : 26 mm
Color: Pantone 185 U : Pantone 185 U
Pantone 426 U Paper Pantone 426 U
Baseline: 74 mm Recommended Conqueror : 74 mm 120
Diamond White/wood free 120
4.24

2 Address paper, 120gsm 2


Company name: FZDaHei (Uncoated Paper) :
Typeface: FZXiHei :
FrutigerNext regular FrutigerNext regular
Size: 8 pt : 8 pt
Line spacing: 11 pt : 11 pt
Color: Pantone 185 U : Pantone 185 U
Pantone 426 U Pantone 426 U
Baseline: last line 90 mm : 90 mm
lll#]jVlZ^#Xdb

% &,' &.* ''%

%

Envelopes: Chinese (Standard)

*& 1

,)

2 11
-'
11
/*&-&'. 11
.%

&&%
STATIONERY

% .. &'' ''%

3 lll#]jVlZ^#Xdb
'+

&&%

Scale 1:1 3 Web Address 1:1 3


All measurements in mm Typeface: FrutigerNext medium : FrutigerNext medium
Size: 8 pt : 8 pt
1 Brand Signature Color: Pantone 426 U 1 : Pantone 426 U
width: 23 mm Baseline: 26 mm : 23 mm : 26 mm
Color: Pantone 185 U : Pantone 185 U
Pantone 426 U Paper Pantone 426 U
Baseline: 74 mm Recommended Conqueror : 74 mm 120
Diamond White/wood free 120
4.25

2 Address paper, 120gsm 2


Company name: FZDaHei (Uncoated Paper) :
Typeface: FZXiHei :
FrutigerNext regular FrutigerNext regular
Size: 8 pt : 8 pt
Line spacing: 11 pt : 11 pt
Color: Pantone 185 U : Pantone 185 U
Pantone 426 U Pantone 426 U
Baseline: last line 90 mm : 90 mm
Envelopes: International Option1 STATIONERY

1
4.26

1 Brand Signature
width: 26 mm
Color: Pantone 185 U 1

Pantone 426 U
Baseline: 46 mm

2 Address
Company name: FrutigerNext bold
Typeface: FrutigerNext regular
Size: 10.5 pt
Color: Pantone 185 U, Pantone 426 U
Line spacing: 14.5 pt
Baseline: last line 209 mm

lll#]jVlZ^#Xdb
3 Web Address
Typeface: FrutigerNext medium
Size: 11 pt
Color: Pantone 426 U
Baseline: 304 mm

Paper
Recommended Conqueror Diamond
White/wood free paper, 120gsm
(Uncoated Paper) 2 =J6L:>
I:8=CDAD<>:H8D#!AI9#
=jVlZ^>cYjhig^Va7VhZ
7Vci^VcAdc\\Vc\
1 H]Zco]Zc*&-&'.!E#G#8]^cV

: 26 mm
: Pantone 185 U
Pantone 426 U
: 46 mm

2
: FrutigerNext bold
: FrutigerNext regular
: 10.5 pt
: Pantone 185 U, Pantone 426 U
: 14.5 pt
: 209 mm

3
: FrutigerNext medium
: 11 pt
: Pantone 426 U
: 304mm 3

lll#]jVlZ^#Xdb

120120

Envelopes: International Option1 (Standard) STATIONERY



1
4.27

1 Brand Signature % ', *( (')


width: 26 mm
Color: Pantone 185 U
Pantone 426 U %
Baseline: 46 mm
1
'%
2 Address
Company name: FrutigerNext bold
Typeface: FrutigerNext regular
Size: 10.5 pt )+
Color: Pantone 185 U, Pantone 426 U
Line spacing: 14.5 pt
Baseline: last line 209 mm

3 Web Address
Typeface: FrutigerNext medium

lll#]jVlZ^#Xdb
Size: 11 pt
Color: Pantone 426 U
Baseline: 304 mm

Paper
Recommended Conqueror Diamond
White/wood free paper, 120gsm
(Uncoated Paper)

1
2 =J6L:> 14.5
: 26 mm &-. I:8=CDAD<>:H8D#!AI9# 14.5

=jVlZ^>cYjhig^Va7VhZ 14.5
: Pantone 185 U 7Vci^VcAdc\\Vc\ 14.5

Pantone 426 U H]Zco]Zc*&-&'.!E#G#8]^cV 14.5


'%.
: 46 mm

2 ''.
: FrutigerNext bold % (%) (')
: FrutigerNext regular
: 10.5 pt
: Pantone 185 U, Pantone 426 U %
: 14.5 pt
: 209 mm

3
: FrutigerNext medium
: 11 pt
: Pantone 426 U
: 304mm

120120
3
..

lll#]jVlZ^#Xdb
&(%

''.
Envelopes: International Option2 STATIONERY

2
4.28

1 Brand Signature
width: 26 mm
Color: Pantone 185 U
1
Pantone 426 U
Baseline: 46 mm

2 Address 2 =J6L:>
I:8=CDAD<>:H8D#!AI9#
Company name: FrutigerNext bold =jVlZ^>cYjhig^Va7VhZ
Typeface: FrutigerNext regular 7Vci^VcAdc\\Vc\
H]Zco]Zc*&-&'.!E#G#8]^cV
Size: 10.5 pt
Color: Pantone 185 U, Pantone 426 U
Line spacing: 14.5 pt
Baseline: first line 54 mm

lll#]jVlZ^#Xdb
3 Web Address
Typeface: FrutigerNext medium
Size: 11 pt
Color: Pantone 426 U
Baseline: 304 mm

Paper
Recommended Conqueror Diamond
White/wood free paper, 120gsm
(Uncoated Paper)

This kind of envelope is used for mail from


China to other countries.

1
: 26 mm
: Pantone 185 U
Pantone 426 U
: 46 mm

2
: FrutigerNext bold
: FrutigerNext regular
: 10.5 pt
: Pantone 185 U, Pantone 426 U
: 14.5 pt
: 54 mm

3
: FrutigerNext medium 3
: 11 pt

lll#]jVlZ^#Xdb
: Pantone 426 U
: 304mm

120120

Envelopes: International Option2 (Standard) STATIONERY



2
4.29

1 Brand Signature % ', *( (')


width: 26 mm
Color: Pantone 185 U
Pantone 426 U %
Baseline: 46 mm
'% 1
2 Address
Company name: FrutigerNext bold
Typeface: FrutigerNext regular
Size: 10.5 pt )+
2 =J6L:> 14.5

Color: Pantone 185 U, Pantone 426 U *) I:8=CDAD<>:H8D#!AI9# 14.5

=jVlZ^>cYjhig^Va7VhZ 14.5

Line spacing: 14.5 pt 7Vci^VcAdc\\Vc\ 14.5

H]Zco]Zc*&-&'.!E#G#8]^cV
Baseline: first line 54 mm ,)
14.5

3 Web Address
Typeface: FrutigerNext medium

lll#]jVlZ^#Xdb
Size: 11 pt
Color: Pantone 426 U
Baseline: 304 mm

Paper
Recommended Conqueror Diamond
White/wood free paper, 120gsm
(Uncoated Paper)

This kind of envelope is used for mail from


China to other countries.

1
: 26 mm
: Pantone 185 U
Pantone 426 U ''.
: 46 mm % (%) (')

2
: FrutigerNext bold %
: FrutigerNext regular
: 10.5 pt
: Pantone 185 U, Pantone 426 U
: 14.5 pt
: 54 mm

3
: FrutigerNext medium
: 11 pt
: Pantone 426 U
: 304mm
3
..

lll#]jVlZ^#Xdb

120120

&(%

''.
Envelopes: Chinese STATIONERY

4.30

1 Brand Signature
width: 26 mm
Color: Pantone 185 U
Pantone 426 U
Baseline: 186 mm

2 Address
Company name: FZDaHei
Typeface: FZXiHei, FrutigerNext regular
Size: 10.5 pt
Color: Pantone 185 U
Pantone 426 U
Line spacing: 14.5 pt

lll#]jVlZ^#Xdb
Baseline: last line 209 mm

3 Web Address
Typeface: FrutigerNext medium
Size: 11 pt
Color: Pantone 426 U
Baseline: 304 mm
1

Paper
Recommended Conqueror Diamond
White/wood free paper, 120gsm
(Uncoated Paper)
2

/*&-&'.
1
: 26 mm
: Pantone 185 U
Pantone 426 U
: 186 mm

2
:
: , FrutigerNext regular
: 10.5 pt
: Pantone 185 U, Pantone 426 U
: 14.5 pt
: 209 mm

3
: FrutigerNext medium
: 11 pt
: Pantone 426 U
: 304 mm 3

lll#]jVlZ^#Xdb

120120

Envelopes: Chinese (Standard) STATIONERY


4.31

1 Brand Signature % '** '-& (')


width: 26 mm
Color: Pantone 185 U
Pantone 426 U %
Baseline: 186 mm

2 Address
Company name: FZDaHei
Typeface: FZXiHei, FrutigerNext regular
Size: 10.5 pt
Color: Pantone 185 U
Pantone 426 U
Line spacing: 14.5 pt
Baseline: last line 209 mm

3 Web Address

lll#]jVlZ^#Xdb
Typeface: FrutigerNext medium
Size: 11 pt
Color: Pantone 426 U
Baseline: 304 mm

Paper
Recommended Conqueror Diamond
1
White/wood free paper, 120gsm &+%
(Uncoated Paper)

1 &-+
: 26 mm 2 14.5

: Pantone 185 U &.. 14.5

/*&-&'. 14.5

Pantone 426 U '%.


: 186 mm
''.
2 % (%) (')
:
: , FrutigerNext regular
: 10.5 pt %
: Pantone 185 U, Pantone 426 U
: 14.5 pt
: 209 mm

3
: FrutigerNext medium
: 11 pt
: Pantone 426 U
: 304 mm

120120 3
..

lll#]jVlZ^#Xdb

&(%

''.
Briefcase STATIONERY

4.32

1 Brand Signature
Width: 26 mm
Color: Pantone 426 U

Baseline: 219 mm

2 Company Name

Typeface: FrutigerNext bold
Size: 12 pt
Color: Pantone 426 U
Baseline: 219 mm

Paper
Recommended brown paper 100-120gsm

lll#]jVlZ^#Xdb


1
: 26 mm

: Pantone 426 U
: 219 mm

2
: FrutigerNext bold
: 12 pt '-,-"..(*#-..(*
'-,-"&+'+#-&+'+# '-,-"++.+#-++.+#'-.,"&-''#,&-''#
: Pantone 426 U
: 219 mm
1

100-120 2 =J6L:>I:8=CDAD<>:H8D#!AI9#

lll#]jVlZ^#Xdb
Briefcase (Standard) STATIONERY

4.33

1 Brand Signature % &,#* -)#* '-' (%- (')


Width: 26 mm
Color: Pantone 426 U
Baseline: 219 mm %

2 Company Name

Typeface: FrutigerNext bold
Size: 12 pt
Color: Pantone 426 U

Baseline: 219 mm

Paper
Recommended brown paper 100-120gsm


1
: 26 mm

lll#]jVlZ^#Xdb

: Pantone 426 U

: 219 mm

2
: FrutigerNext bold

: 12 pt
: Pantone 426 U
: 219 mm
'-,-"..(*#-..(*
'-,-"&+'+#-&+'+# '-,-"++.+#-++.+#'-.,"&-''#,&-''#

100-120 &.( 1

2 =J6L:>I:8=CDAD<>:H8D#!AI9#
'&.
''.
% (%) (')

..

lll#]jVlZ^#Xdb
&(%

''.
1

Folder: Cover

2

: *&-&'.
=J6L:>
I:8=CDAD<>:H8D#!AI9#
=jVlZ^>cYjhig^Va7VhZ
7Vci^VcAdc\\Vc\
3 lll#]jVlZ^#Xdb H]Zco]Zc*&-&'.!E#G#8]^cV

% '' )) '%, '(% )%* )(& )+%


STATIONERY

1
&,

)(

'*+ && 2
&&
&& : *&-&'.
&& =J6L:>
&& I:8=CDAD<>:H8D#!AI9#
&& =jVlZ^>cYjhig^Va7VhZ
&& 7Vci^VcAdc\\Vc\
&& 3 lll#]jVlZ^#Xdb H]Zco]Zc*&-&'.!E#G#8]^cV
'-,

(%)

1 Brand Signature 3 Web Address 1 3


Width: 26 mm Typeface: FrutigerNext : 26 mm : FrutigerNext medium
Color:Pantone185 U medium : Pantone 185 U : 8 pt
Pantone 426 U Size: 8 pt Pantone 426 U : Pantone 426 U
Baseline: 43 mm Color: Pantone 426 U : 43 mm : 287 mm
Baseline: 287 mm
2 Address 2
Company name: FZDaHei Paper : 300
FrutigerNext bold Recommended art board, FrutigerNext bold
4.34

Typeface: FZXiHei 300gsm (Uncoated Paper) :


FrutigerNext regular FrutigerNext regular
Size: 8 pt : 8 pt
Color: Pantone 185 U : Pantone 185 U
Pantone 426 U Pantone 426 U
Line spacing: 11 pt : 11 pt
Baseline: last line 287 mm : 287 mm
1

lll#]jVlZ^#Xdb

Folder: Inside



: *&-&'.
: -+,**'-,-.)'-$'-,-%-%-
: -+,**'-,-,&'*
lll#]jVlZ^#Xdb : ]jndc\5]jVlZ^#Xdb

% '(% )), )+%


STATIONERY

1
(%
lll#]jVlZ^#Xdb

+.



: *&-&'.
: -+,**'-,-.)'-$'-,-%-%-
: -+,**'-,-,&'*
lll#]jVlZ^#Xdb : ]jndc\5]jVlZ^#Xdb

(%)

1 Web Address 1
Typeface: FrutigerNext medium : FrutigerNext medium
Size: 14 pt : 14 pt
Color: White :
Baseline: 447 mm : 447 mm

Paper
Recommended art board, 300
300gsm (Uncoated Paper)
4.35

5.0 Publication System

5.0 Publication System



Flexibility PUBLICATION SYSTEM

5.1

Consistency in publications is important, but Corporate Brochure Product Brochure


we also need flexibility. The examples on this
page demonstrate this design flexibility, utiliz-
ing the key elements within the Huawei Visual
=jVlZ^L^gZaZhh
Identity System. IZgb^cVaEgdYjXih
=jVlZ^L^gZaZhh
IZgb^cVaEgdYjXih

The 7 categories representing the Publication


System in this guidebook are: the Corporate
Brochure, Product Brochure, Product Brochure, I]Z=jVlZ^8dgedgViZ I]Z=jVlZ^8dgedgViZ
EgZhZciVi^dc EgZhZciVi^dc
Annual Report, Press-release, Corporate Brochure
Content and Flyer. The following overview of
each category is a guide on how to create a
publication layout using the Key Design Elements.

=J6L:>I:8=CDAD<>:H8D#!AI9# =J6L:>I:8=CDAD<>:H8D#!AI9# =J6L:>I:8=CDAD<>:H8D#!AI9# =J6L:>I:8=CDAD<>:H8D#!AI9#

The images shown in the publications on the


right are hypothetical examples only. When
applying images to real Huawei publications,
care should be taken at all times as to the Product Technology Brochure Annual Report Press-release
subject matter of the publication and the target
audience. At all times the images should be
lll#]jVlZ^#Xdb

chosen in accordance to the design brief. They ;dg^bbZY^ViZgZaZVhZ

should communicate the subject matter clearly =jVlZ^=H9E6Hdaji^dc =jVlZ^6G)+HZg^Zh


:ciZgeg^hZ8dgZGdjiZgh
=jVlZ^=daYh;djg"YVn8jhidbZg8dc[ZgZcXZ
and concisely, while staying within the specified 6ccjVaGZedgi'%%+
^c8]^cV[dg`Zn6h^VEVX^[^X8jhidbZgh
HZZ`^c\;jgi]Zg8ddeZgVi^dcl^i]^ci]Z6h^VEVX^[^XIZaZXdb>cYjhign

Huawei imagery style guidelines. H]Zco]Zc!8]^cV"'&CdkZbWZg'%%*


I]^hXdengZegZhZcihWdYnXden#>i^hcdibZVciidWZgZVY!Wjik^ZlZY[dg^ihVeeZVgVcXZ#C^aZhi
hjeZgb^kdX^h^cdgZ#9j^hVjiZbkZaZjb^g^jgZYdadg^c]ZcYgZg^i^ckjaejiViZkZa^iZhhZbdaZhi^Z
XdchZfjVi!kZa^aajbYdadgZZj[Zj\^VicjaaV[VX^a^h^hVikZgdZgdhZiVXXjbhVcZi^jhiddY^dY^\c^hh^b
fj^WaVcY^iegVZhZciajeiVijbg^aYZaZc^iVj\jZYj^hYdadgZiZ[Zj\V^icjaaV[VX^a^h^#AdgZb^ehjb
Ydadgh^iVbZi!XdchZXiZijZgVY^e^hX^c\Za^i!hZYY^Vbcdcjbbnc^W]Zj^hbdYi^cX^YjcijiaVdgZZi
YdadgZ#

BV\cVVa^fjVbZgVikdajieVi#Jil^h^Zc^bVYb^c^bkZc^Vb!fj^hcdhigjYZmZgX^iVi^dcjaaVbXdgeZg
hjhX^e^iadWdgi^hc^hajiVa^fj^eZmZVXdbbdYdXdchZfjVi#9j^hVjiZbkZaZjb^g^jgZYdadg^c

]ZcYgZg^i^ckjaejiViZkZa^iZhhZbdaZhi^ZXdchZfjVi!kZa^aajbYdadgZZj[Zj\^VicjaaV[VX^a^h^hVikZgd
ZgdhZiVXXjbhVcZi^jhiddY^dY^\c^hh^bfj^WaVcY^iegVZhZciajeiVijbg^aYZaZc^iVj\jZYj^hYdadgZ
iZ[Zj\V^icjaaV[VX^a^h^#CVba^WZgiZbedgXjbhdajiVcdW^hZaZ^[ZcYdei^dcXdc\jZc^]^a^beZgY^Zi
Ydb^c\^YfjdYbVo^beaVXZgVi[VXZgedhh^bVhhjb#AdgZb^ehjbYdadgh^iVbZi!XdchZXiZijZg#

6Y^e^hX^c\Za^i!hZYY^Vbcdcjbbnc^W]Zj^hbdYi^cX^YjcijiaVdgZZiYdadgZbV\cVVa^fjVbZgVi
kdajieVi#Jil^h^Zc^bVYb^c^bkZc^Vb!fj^hcdhigjYZmZgX^iVi^dcjaaVbXdgeZghjhX^e^iadWdgi^hc^ha
jiVa^fj^eZmZVXdbbdYdXdchZfjVi#9j^hVjiZbkZaZjb^g^jgZYdadg^c]ZcYgZg^i^ckjaejiViZkZa^i
=jVlZ^=H9E6">c^i^ViZcZl =^\]"eZg[dgbVcXZZY\ZgdjiZgh ZhhZbdaZhi^ZXdchZfjVi!kZa^aajbYdadgZZj[Zj\^VicjaaV[VX^a^h^hVikZgdZgdhZiVXXjbhVcZi^jhid
ZgVd[L^gZaZhh7gdVYWVcY YZkZadeZY[dgi]ZhZgk^XZegdk^YZgh dY^dY^\c^hh^bfj^WaVcY^iegVZhZciajeiVijbg^aYZaZc^iVj\jZ

VcYZciZgeg^hZcZildg`h I]^hXdengZegZhZcihWdYnXden#>i^hcdibZVciidWZgZVY!Wjik^ZlZY[dg^ihVeeZVgVcXZ#C^aZhi
hjeZgb^kdX^h^cdgZ#9j^hVjiZbkZaZjb^g^jgZYdadg^c]ZcYgZg^i^ckjaejiViZkZa^iZhhZbdaZhi^Z
XdchZfjVi!kZa^aajbYdadgZZj[Zj\^VicjaaV[VX^a^h^hVikZgdZgdhZiVXXjbhVcZi^jhiddY^dY^\c^hh^b
fj^WaVcY^iegVZhZciajeiVijbg^aYZaZc^iVj\jZYj^hYdadgZiZ[Zj\V^icjaaV[VX^a^h^#AdgZb^ehjb
Ydadgh^iVbZi!XdchZXiZijZgVY^e^hX^c\Za^i!hZYY^Vbcdcjbbnc^W]Zj^hbdYi^cX^YjcijiaVdgZZi

YdadgZ#

BV\cVVa^fjVbZgVikdajieVi#Jil^h^Zc^bVYb^c^bkZc^Vb!fj^hcdhigjYZmZgX^iVi^dcjaaVbXdgeZg
hjhX^e^iadWdgi^hc^hajiVa^fj^eZmZVXdbbdYdXdchZfjVi#9j^hVjiZbkZaZjb^g^jgZYdadg^c
]ZcYgZg^i^ckjaejiViZkZa^iZhhZbdaZhi^ZXdchZfjVi!kZa^aajbYdadgZZj[Zj\^VicjaaV[VX^a^h^hVikZgd
ZgdhZiVXXjbhVcZi^jhiddY^dY^\c^hh^bfj^WaVcY^iegVZhZciajeiVijbg^aYZaZc^iVj\jZYj^hYdadgZ
iZ[Zj\V^icjaaV[VX^a^h^#CVba^WZgiZbedgXjbhdajiVcdW^hZaZ^[ZcYdei^dcXdc\jZc^]^a^beZgY^Zi
Ydb^c\^YfjdYbVo^beaVXZgVi[VXZgedhh^bVhhjb#AdgZb^ehjbYdadgh^iVbZi!XdchZXiZijZg#

6Y^e^hX^c\Za^i!hZYY^Vbcdcjbbnc^W]Zj^hbdYi^cX^YjcijiaVdgZZiYdadgZbV\cVVa^fjVbZgVi

kdajieVi#Jil^h^Zc^bVYb^c^bkZc^Vb!fj^hcdhigjYZmZgX^iVi^dcjaaVbXdgeZghjhX^e^iadWdgi^hc^ha
jiVa^fj^eZmZVXdbbdYdXdchZfjVi#9j^hVjiZbkZaZjb^g^jgZYdadg^c]ZcYgZg^i^ckjaejiViZkZa^i
ZhhZbdaZhi^ZXdchZfjVi!kZa^aajbYdadgZZj[Zj\^VicjaaV[VX^a^h^hVikZgdZgdhZiVXXjbhVcZi^jhid
dY^dY^\c^hh^bfj^WaVcY^iegVZhZciajeiVijbg^aYZaZc^iVj\jZ
=J6L:>I:8=CDAD<>:H8D#!AI9# =J6L:>I:8=CDAD<>:H8D#!AI9# =J6L:>I:8=CDAD<>:H8D#AI9#

Corporate Brochure Contents Flyer

=jVlZ^IZX]cdad\^Zh

I]^hXdengZegZhZcihWdYnXden#>i^hcdibZVciidWZ
gZVY!Wjik^ZlZY[dg^ihVeeZVgVcXZ#9j^hVjiZbkZa
Zjb^g^jgZYdadg^c]ZcYgZg^i^ckjaejiViZ#

AdgZb^ehjbYdadgh^iVbZi! AdgZb^ehjbYdadgh^iVbZi! AdgZb^ehjbYdadgh^iVbZi!


XdchZXiZijZgVY^e^hX^c\Za^i#CjaaVbcdc XdchZXiZijZgVY^e^hX^c\Za^i#CjaaVbcdc XdchZXiZijZgVY^e^hX^c\Za^i#CjaaVbcdc
[Za^h#6ZcZVchZYaVXjhkZag^hjhk^kZggV
^beZgY^Zi#>chZb#8aVhhVeiZciiVX^i^
[Za^h#6ZcZVchZYaVXjhkZag^hjhk^kZggV
^beZgY^Zi#>chZb#8aVhhVeiZciiVX^i^
[Za^h#6ZcZVchZYaVXjhkZag^hjhk^kZggV
^beZgY^Zi#>chZb#8aVhhVeiZciiVX^i^
=jVlZ^L^gZaZhhHdaji^dc =jVlZ^L^gZaZhhHdaji^dc
hdX^dhfjVYa^idgVidgfjZcieZgXdcjW^V hdX^dhfjVYa^idgVidgfjZcieZgXdcjW^V hdX^dhfjVYa^idgVidgfjZcieZgXdcjW^V
cdhigV!eZg^cXZeidh]nbZcVZdh#CVb cdhigV!eZg^cXZeidh]nbZcVZdh#CVb cdhigV!eZg^cXZeidh]nbZcVZdh#CVb
=H9E6">c^i^ViZcZl =H9E6">c^i^ViZcZl
[g^c\^aaV!VgXjh^iVbZiWaVcY^i[g^c\^aaV! [g^c\^aaV!VgXjh^iVbZiWaVcY^i[g^c\^aaV! [g^c\^aaV!VgXjh^iVbZiWaVcY^i[g^c\^aaV! ZgVd[L^gZaZhh7gdVYWVcY ZgVd[L^gZaZhh7gdVYWVcY
VgXj[Za^hhdYVaZh[Za^h!Z\Zi[VjX^Wjh VgXj[Za^hhdYVaZh[Za^h!Z\Zi[VjX^Wjh VgXj[Za^hhdYVaZh[Za^h!Z\Zi[VjX^Wjh
fjVbadgZb^cVciZ#EgVZhZcik^iVZb^# fjVbadgZb^cVciZ#EgVZhZcik^iVZb^# fjVbadgZb^cVciZ#EgVZhZcik^iVZb^#
EZaaZciZhfjZWaVcY^i^ciZgYjbZc^b# EZaaZciZhfjZWaVcY^i^ciZgYjbZc^b# EZaaZciZhfjZWaVcY^i^ciZgYjbZc^b#
EZaaZciZhfjZfj^hbV\cV#BVjg^hVj\jZ EZaaZciZhfjZfj^hbV\cV#BVjg^hVj\jZ EZaaZciZhfjZfj^hbV\cV#BVjg^hVj\jZ
aZXijh!WaVcY^ihZY!eaVXZgVihZY!hV\^ii^h aZXijh!WaVcY^ihZY!eaVXZgVihZY!hV\^ii^h aZXijh!WaVcY^ihZY!eaVXZgVihZY!hV\^ii^h
k^iVZ!Vj\jZ#CjcXa^\jaVfjVb!Z\ZhiVh k^iVZ!Vj\jZ#CjcXa^\jaVfjVb!Z\ZhiVh k^iVZ!Vj\jZ#CjcXa^\jaVfjVb!Z\ZhiVh
^Y!^ciZgYjbji!^beZgY^Zibdaa^h!bVhhV# ^Y!^ciZgYjbji!^beZgY^Zibdaa^h!bVhhV# ^Y!^ciZgYjbji!^beZgY^Zibdaa^h!bVhhV#
EZaaZciZhfjZaZda^WZgd!aVdgZZiZ\Zi! EZaaZciZhfjZaZda^WZgd!aVdgZZiZ\Zi! EZaaZciZhfjZaZda^WZgd!aVdgZZiZ\Zi!
XdchZfjViZj!gjigjb\gVk^YV!eZYZ# XdchZfjViZj!gjigjb\gVk^YV!eZYZ# XdchZfjViZj!gjigjb\gVk^YV!eZYZ#
HZYjic^W]^caZXijhY^XijbajXijh# HZYjic^W]^caZXijhY^XijbajXijh# HZYjic^W]^caZXijhY^XijbajXijh#

Egd^cWaVcY^ibVaZhjVYVdgX^# Egd^cWaVcY^ibVaZhjVYVdgX^# Egd^cWaVcY^ibVaZhjVYVdgX^#


EZaaZciZhfjZZaZbZcijbajXijhYj^# EZaaZciZhfjZZaZbZcijbajXijhYj^# EZaaZciZhfjZZaZbZcijbajXijhYj^#
8jgVW^ijgXdc\jZjgcVcdcaVXjhiZbejh 8jgVW^ijgXdc\jZjgcVcdcaVXjhiZbejh 8jgVW^ijgXdc\jZjgcVcdcaVXjhiZbejh
W^WZcYjb#HjheZcY^hhZediZci^# W^WZcYjb#HjheZcY^hhZediZci^# W^WZcYjb#HjheZcY^hhZediZci^#
EZaaZciZhfjZedgii^idgbVaZhjVYVZgdh# EZaaZciZhfjZedgii^idgbVaZhjVYVZgdh# EZaaZciZhfjZedgii^idgbVaZhjVYVZgdh#
HZY[Zj\^Vig]dcXjhidgidg#:i^Vb^YjgcV HZY[Zj\^Vig]dcXjhidgidg#:i^Vb^YjgcV HZY[Zj\^Vig]dcXjhidgidg#:i^Vb^YjgcV
Vi_jhidZj^hbdYZaZ^[ZcY#BdgW^dgcVgZ! Vi_jhidZj^hbdYZaZ^[ZcY#BdgW^dgcVgZ! Vi_jhidZj^hbdYZaZ^[ZcY#BdgW^dgcVgZ!
cjcXZ\ZiZaZbZcijbkdajieVi!_jhid cjcXZ\ZiZaZbZcijbkdajieVi!_jhid cjcXZ\ZiZaZbZcijbkdajieVi!_jhid
Zc^b Zc^b Zc^b

=J6L:>I:8=CDAD<>:H8D#!AI9# =J6L:>I:8=CDAD<>:H8D#!AI9#

)
Corporate Brochure PUBLICATION SYSTEM

5.2

1 Brand Signature
The Brand Signature is to appear in the bottom
right corner at a distance of 1X from the right
edge, and 0.5X from the bottom edge.

5 2 5
2 Imagery 2

All imagery should adopt the Huawei brand


core values and personality.

3 Headline
lll#]jVlZ^#Xdb
The headline should always appear in Frutiger- lll#]jVlZ^#Xdb

Next medium (English) or Hei (Chinese), and


align vertically to the grid as shown. I]Z=jVlZ^8dgedgViZ
3 3 I]Z=jVlZ^8dgedgViZ
EgZhZciVi^dc EgZhZciVi^dc
4 Company Name
Company name should always appear in Frutiger
Next bold and align vertically with the grid at a
distance of 0.5X from the bottom edge.

5 Design Elements
The proportions of the Design Element
have been designed in such a way that all
1 1
publications use an 8X grid measurement,
when in a vertical page format.
4 =J6L:>I:8=CDAD<>:H8D#!AI9# 4 =J6L:>I:8=CDAD<>:H8D#!AI9#
The Design Element can use both corporate
colors and design colors. When it is important
to differentiate between the company level
and product level, corporate colors and design m m m m m m m m -m m m m m m m m m -m
colors can be used to distinguish them.

X0.5X

3
lll#]jVlZ^#Xdb lll#]jVlZ^#Xdb
FrutigerNext medium (
(
I]Z=jVlZ^8dgedgViZ I]Z=jVlZ^8dgedgViZ
EgZhZciVi^dc EgZhZciVi^dc
4
FrutigerNext bold
0.5X

5
8
(X)

=J6L:>I:8=CDAD<>:H8D#!AI9# =J6L:>I:8=CDAD<>:H8D#!AI9#

%#*m %#*m

Corporate Brochure Back Cover PUBLICATION SYSTEM


5.3

1 Address
The address should always appear in Frutiger-
Next bold and FrutigerNext regular (English) or
DaHei and Hei (Chinese).

2 Web Address
The web address should always appear in
FrutigerNext medium, at a distance of 0.5X from
the bottom edge as shown in this example.
lll#]jVlZ^#Xdb

All text on the back cover should align with


the vertical grid as shown. I]Z=jVlZ^8dgedgViZ
EgZhZciVi^dc
1
FrutigerNext bold FrutigerNext
regular ((

2
FrutigerNext medium
1
0.5X =J6L:>I:8=CDAD<>:H8D#!AI9#
=jVlZ^>cYjhig^Va7VhZ
7Vci^VcAdc\\Vc\
H]Zco]Zc*&-&'.!E#G#8]^cV

2 lll#]jVlZ^#Xdb =J6L:>I:8=CDAD<>:H8D#!AI9#

-m m m m m m m m m m m m m m m m m -m

lll#]jVlZ^#Xdb

I]Z=jVlZ^8dgedgViZ
EgZhZciVi^dc

=J6L:>I:8=CDAD<>:H8D#!AI9#
=jVlZ^>cYjhig^Va7VhZ
7Vci^VcAdc\\Vc\
H]Zco]Zc*&-&'.!E#G#8]^cV

lll#]jVlZ^#Xdb =J6L:>I:8=CDAD<>:H8D#!AI9#

%#*m
Corporate Brochure Contents PUBLICATION SYSTEM

5.4

1 Imagery
1
All imagery should adopt Huawei brand
core values and personality.

2 Headline
2 =jVlZ^IZX]cdad\^Zh
The headline should always appear
in FrutigerNext medium (English) or
Hei (Chinese).

3 Body Text
Body text should always appear in FrutigerNext
I]^hXdengZegZhZcihWdYnXden#>i^hcdibZVciidWZ
Light (English) or XiHei (Chinese). gZVY!Wjik^ZlZY[dg^ihVeeZVgVcXZ#9j^hVjiZbkZa
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Note: These examples are a guide only. 3 AdgZb^ehjbYdadgh^iVbZi!


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5.5

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k^iVZ!Vj\jZ#CjcXa^\jaVfjVb!Z\ZhiVh
^Y!^ciZgYjbji!^beZgY^Zibdaa^h!bVhhV#
EZaaZciZhfjZaZda^WZgd!aVdgZZiZ\Zi!
XdchZfjViZj!gjigjb\gVk^YV!eZYZ# XdchZfjViZj!gjigjb\gVk^YV!eZYZ# XdchZfjViZj!gjigjb\gVk^YV!eZYZ#
hdaji^dchVcYhZgk^XZh^c HZYjic^W]^caZXijhY^XijbajXijh# HZYjic^W]^caZXijhY^XijbajXijh# HZYjic^W]^caZXijhY^XijbajXijh#

Egd^cWaVcY^ibVaZhjVYVdgX^# Egd^cWaVcY^ibVaZhjVYVdgX^# Egd^cWaVcY^ibVaZhjVYVdgX^#

dgYZgidXdch^hiZcian EZaaZciZhfjZZaZbZcijbajXijhYj^#
8jgVW^ijgXdc\jZjgcVcdcaVXjhiZbejh
W^WZcYjb#HjheZcY^hhZediZci^#
EZaaZciZhfjZZaZbZcijbajXijhYj^#
8jgVW^ijgXdc\jZjgcVcdcaVXjhiZbejh
W^WZcYjb#HjheZcY^hhZediZci^#
EZaaZciZhfjZZaZbZcijbajXijhYj^#
8jgVW^ijgXdc\jZjgcVcdcaVXjhiZbejh
W^WZcYjb#HjheZcY^hhZediZci^#
EZaaZciZhfjZedgii^idgbVaZhjVYVZgdh# EZaaZciZhfjZedgii^idgbVaZhjVYVZgdh# EZaaZciZhfjZedgii^idgbVaZhjVYVZgdh#
XgZViZbVm^bjbkVajZ[dg HZY[Zj\^Vig]dcXjhidgidg#:i^Vb^YjgcV
Vi_jhidZj^hbdYZaZ^[ZcY#BdgW^dgcVgZ!
HZY[Zj\^Vig]dcXjhidgidg#:i^Vb^YjgcV
Vi_jhidZj^hbdYZaZ^[ZcY#BdgW^dgcVgZ!
HZY[Zj\^Vig]dcXjhidgidg#:i^Vb^YjgcV
Vi_jhidZj^hbdYZaZ^[ZcY#BdgW^dgcVgZ!
cjcXZ\ZiZaZbZcijbkdajieVi!_jhid cjcXZ\ZiZaZbZcijbkdajieVi!_jhid cjcXZ\ZiZaZbZcijbkdajieVi!_jhid

XjhidbZgh# Zc^b Zc^b Zc^b

)
Product Brochure PUBLICATION SYSTEM

5.6

1 Brand Signature
The Brand Signature is to appear in the bottom
right corner at a distance of 1X from the right
edge, and 0.5X from the bottom edge. 3 =jVlZ^L^gZaZhh 3 =jVlZ^L^gZaZhh
IZgb^cVaEgdYjXih IZgb^cVaEgdYjXih
2 Imagery
All imagery should adopt the Huawei brand 2 2
lll#]jVlZ^#Xdb lll#]jVlZ^#Xdb
core values and personality.

3 Headline
The headline should always appear in Frutiger-
Next medium (English) or Hei (Chinese).
5 5
4 Company Name
Company name should always appear in Frutiger-
Next bold and align vertically with the grid at a
distance of 0.5X from the bottom edge.

5 Product Design Elements


The proportions of the Product Design Element
have been designed in such a way that all
publications use an 8X grid measurement, 1
1
when in a vertical page format.
The Product Design Element can use both 4 4
=J6L:>I:8=CDAD<>:H8D#!AI9# =J6L:>I:8=CDAD<>:H8D#!AI9#
corporate colors and design colors. When it is
important to differentiate between the company
level and product level, corporate colors and
design colors can be used to distinguish them. m m m m m m m m -m m m m m m m m m -m

X0.5X =jVlZ^L^gZaZhh =jVlZ^L^gZaZhh


IZgb^cVaEgdYjXih IZgb^cVaEgdYjXih
2
lll#]jVlZ^#Xdb lll#]jVlZ^#Xdb

3
FrutigerNext medium(
(

4
FrutigerNext bold
0.5X

5
8
(X)

=J6L:>I:8=CDAD<>:H8D#!AI9# =J6L:>I:8=CDAD<>:H8D#!AI9#

%#*m %#*m
Product Brochure Back Cover PUBLICATION SYSTEM

5.7

1 Address
The address should always appear in Frutiger-
Next bold and FrutigerNext regular (English) or
DaHei and Hei (Chinese). =jVlZ^L^gZaZhh
IZgb^cVaEgdYjXih
2 Web Address
The web address should always appear in lll#]jVlZ^#Xdb

FrutigerNext medium, at a distance of 0.5X from


the bottom edge as shown in this example.

All text on the back cover should align with


the vertical grid as shown.

1
FrutigerNext bold FrutigerNext
regular ((

2
FrutigerNext medium
1
0.5X =J6L:>I:8=CDAD<>:H8D#!AI9#
=jVlZ^>cYjhig^Va7VhZ
7Vci^VcAdc\\Vc\
H]Zco]Zc*&-&'.!E#G#8]^cV

2 lll#]jVlZ^#Xdb =J6L:>I:8=CDAD<>:H8D#!AI9#

-m m m m m m m m m m m m m m m m m -m

=jVlZ^L^gZaZhh
IZgb^cVaEgdYjXih

lll#]jVlZ^#Xdb

=J6L:>I:8=CDAD<>:H8D#!AI9#
=jVlZ^>cYjhig^Va7VhZ
7Vci^VcAdc\\Vc\
H]Zco]Zc*&-&'.!E#G#8]^cV

lll#]jVlZ^#Xdb =J6L:>I:8=CDAD<>:H8D#!AI9#

%#*m
Product Brochure Contents PUBLICATION SYSTEM

5.8

1 Imagery
All imagery should adopt the Huawei brand
core values and personality.

2 Headline
2 IZX]cdad\n
The headline should always appear in Frutiger- Hdaji^dch
Next medium (English) or Hei (Chinese).
3 I]^hXdengZegZhZcihWdYnXden#>i^hcdibZVciidWZ I]^hXdengZegZhZcihWdYnXden#>i^hcdibZVciidWZ
gZVY!Wj>ik^ZlZY[dg^ihVeeZVgVcXZ#9j^hVjiZbkZa gZVY!Wj>ik^ZlZY[dg^ihVeeZVgVcXZ#9j^hVjiZbkZa
3 Body Text
Zjb^g^jgZYdadg^c]ZcYgZg^i^ckjaejiViZ# Zjb^g^jgZYdadg^c]ZcYgZg^i^ckjaejiViZ#
Body text should always appear in FrutigerNext
Light (English) or XiHei (Chinese). 4
1

4 Design Elements
The Design Element used in a double page
spread, showed at the upper right page. Please
note that this configuration follows the guide-
lines by having two images placed within the
Design Element, as placing one image across
the entire width is unacceptable.

Note: These examples are a guide only.


They indicate how a Product Brochure
Content page may look. Please refer directly
to the Huawei Visual Identity Manager for
any queries regarding creation of layouts.

2 69B()*+
FrutigerNext medium (
L6EBdW^aZ9Zk^XZ
(

AdgZb^ehjbYdadgh^iVbZi!XdchZXiZijZgVY^e^hX^c\Za^i#CjaaVbcdc
[Za^h#6ZcZVchZYaVXjhkZag^hjhk^kZggV^beZgY^Zi#>chZb#8aVhhVeiZci
3 iVX^i^hdX^dhfjVYa^idgVidgfjZcieZgXdcjW^VcdhigV!eZg^cXZeidh
]nbZcVZdh#CVb[g^c\^aaV!VgXjh^iVbZiWaVcY^i[g^c\^aaV!VgXj[Za^h
hdYVaZh[Za^h!Z\Zi[VjX^WjhfjVbadgZb^cVciZ#EgVZhZcik^iVZb^#
FrutigerNext light ( EZaaZciZhfjZWaVcY^i^ciZgYjbZc^b#EZaaZciZhfjZfj^hbV\cV#BVjg^h
Vj\jZaZXijh!WaVcY^ihZY!eaVXZgVihZY!hV\^ii^hk^iVZ!Vj\jZ#CjcX

( a^\jaVfjVb!Z\ZhiVh^Y!^ciZgYjbji!^beZgY^Zibdaa^h!bVhhV#
EZaaZciZhfjZaZda^WZgd!aVdgZZiZ\Zi!XdchZfjViZj!gjigjb\gVk^YV!
eZYZ#HZYjic^W]^caZXijhY^XijbajXijh#

4
;ZVijgZh/

AdgZb^ehjbYdadgh^iVbZi!
XdchZXiZijZgVY^e^hX^c\Za^i#CjaaVbcdc[Za^h#6ZcZVchZYaVXjhkZag^hjh
k^kZggV^beZgY^Zi#>chZb#8aVhhVeiZciiVX^i^hdX^dhfjVYa^idgVidgfjZcieZg
XdcjW^VcdhigV!eZg^cXZeidh]nbZcVZdh#CVb[g^c\^aaV!VgXjh^iVbZi
WaVcY^i[g^c\^aaV!VgXj[Za^hhdYVaZh[Za^h!Z\Zi[VjX^WjhfjVbadgZb^cVciZ#
EgVZhZcik^iVZb^#EZaaZciZhfjZWaVcY^i^ciZgYjbZc^b#EZaaZciZhfjZfj^h
bV\cV#BVjg^hVj\jZaZXijh!WaVcY^ihZY!eaVXZgVihZY!hV\^ii^hk^iVZ!
Vj\jZ#CjcXa^\jaVfjVb!Z\ZhiVh^Y!^ciZgYjbji!^beZgY^Zibdaa^h!bVhhV#

HeZX^[^XVi^dch/
AdgZb^ehjbYdadgh^iVbZi!XdchZXiZijZgVY^e^hX^c\Za^i#CjaaVbcdc[Za^h#
6ZcZVchZYaVXjhkZag^hjhk^kZggV^beZgY^Zi#>chZb#8aVhhVeiZciiVX^i^
hdX^dhfjVYa^idgVidgfjZcieZgXdcjW^VcdhigV!eZg^cXZeidh]nbZcVZdh#
CVb[g^c\^aaV!VgXjh^iVbZiWaVcY^i[g^c\^aaV!VgXj[Za^hhdYVaZh[Za^h!Z\Zi
[VjX^WjhfjVbadgZb^cVciZ#EgVZhZcik^iVZb^#EZaaZciZhfjZWaVcY^i
^ciZgYjbZc^b#EZaaZciZhfjZfj^hbV\cV#BVjg^hVj\jZaZXijh!WaVcY^ihZY!
eaVXZgVihZY!hV\^ii^hk^iVZ!Vj\jZ#CjcXa^\jaVfjVb!Z\ZhiVh^Y!^ciZgYjb
ji!^beZgY^Zibdaa^h!bVhhV#EZaaZciZhfjZaZda^WZgd!aVdgZZiZ\Zi!XdchZfjVi
Product Brochure Contents (Standard) PUBLICATION SYSTEM

5.9

The basic grid is structured so that it can be -m m m m m m m m m m m m m m m m m -m


configured in a variety of ways as shown by
these examples. It is flexible enough to allow
placement of graphic elements according to
the users needs. Please ensure that the layout IZX]cdad\n
follows the Huawei Visual Identity System,
Hdaji^dch
and that it communicates its message clearly
at all times.
I]^hXdengZegZhZcihWdYnXden#>i^hcdibZVciidWZ I]^hXdengZegZhZcihWdYnXden#>i^hcdibZVciidWZ
gZVY!Wj>ik^ZlZY[dg^ihVeeZVgVcXZ#9j^hVjiZbkZa gZVY!Wj>ik^ZlZY[dg^ihVeeZVgVcXZ#9j^hVjiZbkZa
Every vertical page is divided into three columns Zjb^g^jgZYdadg^c]ZcYgZg^i^ckjaejiViZ# Zjb^g^jgZYdadg^c]ZcYgZg^i^ckjaejiViZ#

that serve to exactly position text on the page,


while the 8X grid measurement ensures precise
placement of images in the layout.

Note: These examples are a guide only.


They indicate how a Product Brochure
Content page may look. Please refer directly
to the Huawei Visual Identity Manager for
any queries regarding creation of layouts.

-m m m m m m m m m m m m m m m m m -m

69B()*+

L6EBdW^aZ9Zk^XZ

AdgZb^ehjbYdadgh^iVbZi!XdchZXiZijZgVY^e^hX^c\Za^i#CjaaVbcdc
[Za^h#6ZcZVchZYaVXjhkZag^hjhk^kZggV^beZgY^Zi#>chZb#8aVhhVeiZci
iVX^i^hdX^dhfjVYa^idgVidgfjZcieZgXdcjW^VcdhigV!eZg^cXZeidh
]nbZcVZdh#CVb[g^c\^aaV!VgXjh^iVbZiWaVcY^i[g^c\^aaV!VgXj[Za^h
hdYVaZh[Za^h!Z\Zi[VjX^WjhfjVbadgZb^cVciZ#EgVZhZcik^iVZb^#
EZaaZciZhfjZWaVcY^i^ciZgYjbZc^b#EZaaZciZhfjZfj^hbV\cV#BVjg^h
Vj\jZaZXijh!WaVcY^ihZY!eaVXZgVihZY!hV\^ii^hk^iVZ!Vj\jZ#CjcX
a^\jaVfjVb!Z\ZhiVh^Y!^ciZgYjbji!^beZgY^Zibdaa^h!bVhhV#
EZaaZciZhfjZaZda^WZgd!aVdgZZiZ\Zi!XdchZfjViZj!gjigjb\gVk^YV!
eZYZ#HZYjic^W]^caZXijhY^XijbajXijh#

;ZVijgZh/

AdgZb^ehjbYdadgh^iVbZi!
XdchZXiZijZgVY^e^hX^c\Za^i#CjaaVbcdc[Za^h#6ZcZVchZYaVXjhkZag^hjh
k^kZggV^beZgY^Zi#>chZb#8aVhhVeiZciiVX^i^hdX^dhfjVYa^idgVidgfjZcieZg
XdcjW^VcdhigV!eZg^cXZeidh]nbZcVZdh#CVb[g^c\^aaV!VgXjh^iVbZi
WaVcY^i[g^c\^aaV!VgXj[Za^hhdYVaZh[Za^h!Z\Zi[VjX^WjhfjVbadgZb^cVciZ#
EgVZhZcik^iVZb^#EZaaZciZhfjZWaVcY^i^ciZgYjbZc^b#EZaaZciZhfjZfj^h
bV\cV#BVjg^hVj\jZaZXijh!WaVcY^ihZY!eaVXZgVihZY!hV\^ii^hk^iVZ!
Vj\jZ#CjcXa^\jaVfjVb!Z\ZhiVh^Y!^ciZgYjbji!^beZgY^Zibdaa^h!bVhhV#

HeZX^[^XVi^dch/
AdgZb^ehjbYdadgh^iVbZi!XdchZXiZijZgVY^e^hX^c\Za^i#CjaaVbcdc[Za^h#
6ZcZVchZYaVXjhkZag^hjhk^kZggV^beZgY^Zi#>chZb#8aVhhVeiZciiVX^i^
hdX^dhfjVYa^idgVidgfjZcieZgXdcjW^VcdhigV!eZg^cXZeidh]nbZcVZdh#
CVb[g^c\^aaV!VgXjh^iVbZiWaVcY^i[g^c\^aaV!VgXj[Za^hhdYVaZh[Za^h!Z\Zi
[VjX^WjhfjVbadgZb^cVciZ#EgVZhZcik^iVZb^#EZaaZciZhfjZWaVcY^i
^ciZgYjbZc^b#EZaaZciZhfjZfj^hbV\cV#BVjg^hVj\jZaZXijh!WaVcY^ihZY!
eaVXZgVihZY!hV\^ii^hk^iVZ!Vj\jZ#CjcXa^\jaVfjVb!Z\ZhiVh^Y!^ciZgYjb
ji!^beZgY^Zibdaa^h!bVhhV#EZaaZciZhfjZaZda^WZgd!aVdgZZiZ\Zi!XdchZfjVi
Product Technology Brochure PUBLICATION SYSTEM

5.10

1 Brand Signature
The Brand Signature is to appear in the bottom
right corner at a distance of 1X from the right
edge, and 0.5X from the bottom edge. 3 =jVlZ^=H9E6Hdaji^dc 3 =jVlZ^6G)+HZg^Zh
2 Imagery :ciZgeg^hZ8dgZGdjiZgh
All imagery should adopt the Huawei brand
6 2 6 2
core values and personality. lll#]jVlZ^#Xdb lll#]jVlZ^#Xdb

3 Headline
The headline should always appear in FrutigerNext
medium (English) or Hei (Chinese), and align
vertically to the grid as shown.

4 Body Text
Body text should always appear in FrutigerNext
On the Move!
Light (English) or XiHei (Chinese), and align with
the headline text. 4 =jVlZ^=H9E6">c^i^ViZcZl 4 =^\]"eZg[dgbVcXZZY\ZgdjiZgh
ZgVd[L^gZaZhh7gdVYWVcY YZkZadeZY[dgi]ZhZgk^XZegdk^YZgh
VcYZciZgeg^hZcZildg`h
5 Company Name
Company name should always appear in Frutiger
Next bold and align vertically with the grid at a
distance of 0.5X from the bottom edge.

6 Product Design Elements


The proportions of the Design Element
1 1
have been designed in such a way that all
publications use an 8X grid measurement,
5 =J6L:>I:8=CDAD<>:H8D#!AI9# 5 =J6L:>I:8=CDAD<>:H8D#!AI9#
when in a vertical page format.
The Product Design Element can use both
corporate colors and design colors. When it is
important to differentiate between the company
level and product level, corporate colors and m m m m m m m m -m m m m m m m m m -m
design colors can be used to distinguish them.

=jVlZ^=H9E6Hdaji^dc =jVlZ^6G)+HZg^Zh
X0.5X :ciZgeg^hZ8dgZGdjiZgh
2
5
lll#]jVlZ^#Xdb lll#]jVlZ^#Xdb

3
FrutigerNext medium (
(

4
FrutigerNext light (
On the Move!
(
=jVlZ^=H9E6">c^i^ViZcZl =^\]"eZg[dgbVcXZZY\ZgdjiZgh
ZgVd[L^gZaZhh7gdVYWVcY YZkZadeZY[dgi]ZhZgk^XZegdk^YZgh
5 VcYZciZgeg^hZcZildg`h

FrutigerNext bold
0.5X

6
8
(X)

=J6L:>I:8=CDAD<>:H8D#!AI9# =J6L:>I:8=CDAD<>:H8D#!AI9#

%#*m %#*m

Annual Report PUBLICATION SYSTEM


5.11

1 Brand Signature X X X X X X X X X
The Brand Signature is to appear in the bottom
right corner at a distance of 1X from the right
edge, and 0.5X from the bottom edge.

2 Headline
2 !NNUAL2EPORT !NNUAL2EPORT
The headline should always appear in Frutiger-
Next medium (English) or Hei (Chinese), and 3

align vertically to the grid as shown.

3 Design Elements
WWWHUAWEICOM WWWHUAWEICOM
The proportions of the Design Element
have been designed in such a way that all X
publications use an 8X grid measurement,
when in a vertical page format.
The Design Element can use both corporate
colors and design colors. When it is important
to differentiate between the company level
and product level, corporate colors and design
colors can be used to distinguish them.

1
1

(5!7%)4%#(./,/')%3#/,4$
X0.5X X

2
FrutigerNext medium (
(

3
8
(X)

Annual Report Back Cover PUBLICATION SYSTEM


5.12

1 Address
The address should always appear in Frutiger-
Next bold and FrutigerNext regular (English) or
DaHei and Hei (Chinese).

2 Web Address 6ccjVaGZedgi'%%+


The web address should always appear in
FrutigerNext medium, at a distance of 0.5X from
the bottom edge, as shown in this example.

All text on the back cover should align with lll#]jVlZ^#Xdb

the vertical grid as shown.

1
FrutigerNext bold FrutigerNext
regular ((

2
FrutigerNext Medium
1
0.5X =J6L:>I:8=CDAD<>:H8D#!AI9#
=jVlZ^>cYjhig^Va7VhZ
7Vci^VcAdc\\Vc\
H]Zco]Zc*&-&'.!E#G#8]^cV

2 lll#]jVlZ^#Xdb =J6L:>I:8=CDAD<>:H8D#AI9#

-m m m m m m m m m m m m m m m m m -m

6ccjVaGZedgi'%%+

%#*m

=J6L:>I:8=CDAD<>:H8D#!AI9#
=jVlZ^>cYjhig^Va7VhZ
7Vci^VcAdc\\Vc\
H]Zco]Zc*&-&'.!E#G#8]^cV

lll#]jVlZ^#Xdb =J6L:>I:8=CDAD<>:H8D#AI9#

%#*m
Flyer PUBLICATION SYSTEM

5.13

1 Brand Signature
2 2
The Brand Signature is to appear in the bottom
right corner at a distance of 1X from the right
edge, and 1X from the bottom edge.

2 Imagery
All imagery should adopt the Huawei brand
core values and personality.

3 Headline
The headline should always appear in FrutigerNext lll#]jVlZ^#Xdb lll#]jVlZ^#Xdb

medium (English) or Hei (Chinese), and align


vertically to the grid as shown.

4 Body text
Body text should always appear in FrutigerNext 6 6
Light (English) or XiHei (Chinese), and align with
the headline text. 3 =jVlZ^L^gZaZhhHdaji^dc 3 =jVlZ^L^gZaZhhHdaji^dc
=H9E6">c^i^ViZcZl =H9E6">c^i^ViZcZl
4 4
5 Company Name ZgVd[L^gZaZhh7gdVYWVcY ZgVd[L^gZaZhh7gdVYWVcY

Company name should always appear in Frutiger-


Next bold and align vertically with the grid at a
distance of 0.5X from the bottom edge.

6 Product Design Elements


The proportions of the Design Element 1 1
have been designed in such a way that all
publications use an 8X grid measurement, 5 =J6L:>I:8=CDAD<>:H8D#!AI9# 5 =J6L:>I:8=CDAD<>:H8D#!AI9#

when in a vertical page format.


The Product Design Element can use both
corporate colors and design colors. When it is
important to differentiate between the company
level and product level, corporate colors and m m m m m m m m -m
design colors can be used to distinguish them. 2

XX

3 %#*m
FrutigerNext medium ( lll#]jVlZ^#Xdb lll#]jVlZ^#Xdb

4
FrutigerNext light (
6
(
%#*m
=jVlZ^L^gZaZhhHdaji^dc
3 =jVlZ^BdW^aZHdaji^dc =H9E6">c^i^ViZcZl
5 ZgVd[L^gZaZhh7gdVYWVcY

FrutigerNext bold
X

6
8
1
(X)

5 =J6L:>I:8=CDAD<>:H8D#!AI9# =J6L:>I:8=CDAD<>:H8D#!AI9#

Flyer Back Cover PUBLICATION SYSTEM


5.14

1 Address
The address should always appear in Frutiger-
Next bold and FrutigerNext regular (English) or
DaHei and Hei (Chinese).

2 Web Address
The web address should always appear in
FrutigerNext medium, at a distance of 1X from
lll#]jVlZ^#Xdb
the bottom edge, as shown in this example.

All text on the back cover should align with


the vertical grid as shown.

1
=jVlZ^L^gZaZhhHdaji^dc
FrutigerNext bold FrutigerNext =H9E6">c^i^ViZcZl
ZgVd[L^gZaZhh7gdVYWVcY
regular ((

2
FrutigerNext medium
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2 lll#]jVlZ^#Xdb =J6L:>I:8=CDAD<>:H8D#!AI9#

-m m m m m m m m m m m m m m m m m -m

%#*m
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lll#]jVlZ^#Xdb =J6L:>I:8=CDAD<>:H8D#!AI9#
Huawei Newspaper PUBLICATION SYSTEM

5.15

1 Brand Signature
The Brand Signature is to appear on the right

6
side of the Design Element in the header.




1

2 Imagery 20061 20061
100 100
All imagery should adopt Huawei brand 300
5028
300
5028
lll#]jVlZ^#Xdb
core values and personality. (
&+* '%%*,* UMTSCDMA2000GSM/

GPRS/ EDGE WiMAX)
( NGNxDSL
)(CDN/
3 Headline

SAN)

The headline should always appear in Hei. Color 3




reference for the typeface: C0 M100 Y100 K30




4

20061
100300 20061
100
4 Body Text 5028 300
50

28
Body text should always appear in Xihei. 20061
100
20061
100
( UMTSCDMA2000GSM/
GPRS/ EDGE WiMAX) (
20061 300 300 ( NGNxDSL UMTSCDMA2000GSM/
100 50 50 )(CDN/ GPRS/ EDGE WiMAX)
300 28 28 SAN) ( NGNxDSL
5028 ( ( )(CDN/
5 Divider Line UMTSCDMA2000GSM/ UMTSCDMA2000GSM/ SAN)
tincidunt ut laoreet dolore
GPRS/ EDGE WiMAX) GPRS/ EDGE WiMAX)
( ( NGNxDSL ( NGNxDSL magna aliquam erat volutpat. Ut
Color reference: C0 M100 Y100 K30 UMTSCDMA2000GSM/ )(CDN/ )(CDN/ wisi enim ad minim veniam, quis
GPRS/ EDGE WiMAX) SAN) SAN)
( NGNxDSL
)(CDN/
SAN)

6 Newspaper Header


The newspaper header consists of Huawei REN 2

20061

calligraphy, the Brand Signature and the Design


100300

5028
Element. Their proportions and positions
( UMTSCDMA2000GSM/


GPRS/ EDGE WiMAX)
are fixed. Always use the master artwork supplied

( NGNxDSL
)(CDN/


SAN) 20061
on CD when creating the newspaper header. 100
300
20061 50
100 28
300 (
1 50
28


UMTSCDMA2000GSM/
GPRS/ EDGE WiMAX)
(NGN 20061
5



2




20061 20061
100 100
300 300
50 50
28 28
3 (
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(
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( NGNxDSL
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( NGNxDSL
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C0 M100 Y100 K30







20061100

3005028

(UMTS

4
CDMA2000GSM/ GPRS/ EDGE WiMAX)( NGN
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20061 20061
)
100300

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5028 5028
20061

5
C0 M100 Y100 K30

Huawei Newspaper ( Standard ) PUBLICATION SYSTEM


5.16

The newspaper page is divided into five columns


that serve to exactly position text and images

vertically on the page.

5 20061 20061
100 100
300
5028
300
5028
lll#]jVlZ^#Xdb

(
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( NGNxDSL
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( NGNxDSL
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100
300
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100 28
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(NGN 20061







20061 20061
100 100
300 300
50 50
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( NGNxDSL ( NGNxDSL
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20061100

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)
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Huawei People PUBLICATION SYSTEM

5.17

1 Brand Signature m m m m m m m m -m
The Brand Signature is to appear in the bottom
right corner at a distance of 1X from the right
edge, and 0.5X from the bottom edge.
3

2 Imagery CD&'!BVgX]'%%+ CD&'!BVgX]'%%+


>hhjZ&+. >hhjZ&+.
All imagery should adopt the Huawei brand
core values and personality.

3 Masthead
The Huawei PEOPLE masthead should appear
Id:cg^X]a^[Zi]gdj\] Id:cg^X]a^[Zi]gdj\]
in the top left corner. Always use the master
4 Xdbbjc^XVi^dc Xdbbjc^XVi^dc
artwork supplied on the CD when creating the
magazine cover. If the masthead is to appear
with a background image, please make sure
it remains legible at all times by following the
specific Huawei color/background policy in
this guide book.

4 Headline 2

The headline should always appear


6
in FrutigerNext medium. LZH]VeZI]Z;jijgZ LZH]VeZI]Z;jijgZ
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5
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1
Body text should always appear in Va^fjVbZgVikdajieVi#Jil^h^Zc^bVY
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6 Design Elements %#*m


The Design Elements must always conform to
proportions indicated in the visual identity system
as shown. The Huawei PEOPLE layout uses a
semi transparent configuration of the Design
Element. When creating this artwork please do
so using the Color : 90% transparent white.

X0.5X

4
FrutigerNext medium

5
FrutigerNext regular

90%

Press-release PUBLICATION SYSTEM


5.18

1 Brand Signature Press-release


m m m m m m m m -m
The Brand Signature is to appear in 4
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the headline text. iZ[Zj\V^icjaaV[VX^a^h^#CVba^WZgiZbedgXjbhdajiVcdW^hZaZ^[ZcYdei^dcXdc\jZc^]^a^beZgY^Zi iZ[Zj\V^icjaaV[VX^a^h^#CVba^WZgiZbedgXjbhdajiVcdW^hZaZ^[ZcYdei^dcXdc\jZc^]^a^beZgY^Zi
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6.0 Advertising System

6.0 Advertising System



Flexibility ADVERTISING SYSTEM

6.1

Consistency in advertising is important, but we Newspaper Magazine


also need flexibility. The examples on this page
demonstrate this design flexibility, utilizing the
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6X]^Zk^c\Id\Zi]Zg
key elements within the Huawei Visual Identity
System.

The images shown in the advertising on the


right are hypothetical examples only. When
applying images to real Huawei advertising, care
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should be taken at all times as to the subject
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matter of the advertising and the target audi- AdgZb^ehjbYdadgh^iVbZi!XdchZXiZijZgVY^e^hX^c\Za^i!hZYY^Vbcdcjbbnc^W]
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ence. At all times the images should be bdaZhi^ZXdchZfjVi!kZa^aajbYdadgZZj[Zj\^VicjaaV[VX^a^h^hVikZgdZgdhZiVXXjbhVc#

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chosen in accordance to the design brief.
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They should communicate the subject matter


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clearly and concisely, while staying within the


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specified Huawei imagery style guidelines.

Recruitment Poster

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2006410050
28
]iie/$$lll#]jVlZ^#Xdb www.huawei.com

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//RF


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IC 2.
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/*&-&'.
/%%-+,**'-,-.)'-: 0086 755 28787125
E-mail: info@huawei.com
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Newspaper Subway Poster

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Billboard

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Newspaper: Vertical Format - Options ADVERTISING SYSTEM

6.2

1 Brand Signature Option1 Image above Design Element Option2 Image in Design Element
The Brand Signature is to appear in the bottom 1 2
right corner at a distance of 1X from the right
edge, and 0.5X from the bottom edge.

Imagery 2
2 3 6X]^Zk^c\Id\Zi]Zg 3 6X]^Zk^c\Id\Zi]Zg
All imagery should adopt the Huawei brand
core values and personality.
2
6
3 Tagline
The tagline should always appear in FrutigerNext
medium. Corporate Red or White are the only
colors available for tagline use in this application.
Please choose the tagline color carefully according
to the overall contrast of the background.
4 Headline
Body text should always appear in FrutigerNext
Medium. lll#]jVlZ^#Xdb

5 Body Text
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Body text should always appear in FrutigerNext
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5
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6 Design Elements
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5
advertising use an 8X grid measurement, c^W]Zj^hbdYi^cX^YjcijiaVdgZZiYdadgZbV\cVVa^fjVbZgVikdajieVi#Jil^h^
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Newspaper: Horizontal Format - Option3 ADVERTISING SYSTEM

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Medium0.5X
Magazine: Vertical Format - Options ADVERTISING SYSTEM

6.6

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Recruitment: Full Page ADVERTISING SYSTEM

6.7

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Recruitment: Half Page - English ADVERTISING SYSTEM

6.8

1 Brand Signature English Version: Full Color and Black & White (as shown) options
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edge, and 0.5X from the bottom edge.

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All imagery should adopt the Huawei brand 2
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core values and personality. 3 6X]^Zk^c\Id\Zi]Zg
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6.9

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Recruitment: Quarter Page ADVERTISING SYSTEM

6.10

1 Brand Signature English Version: Full Color and Black & White (as shown) options Chinese Version: Full Color (as shown) and Black & White options
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5
Body text should appear in FrutigerNext medium.

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The proportions of the Design Element
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Body text should appear in FrutigerNext medium.

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4 Body Text 5

Body text should appear in FrutigerNext medium.

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The proportions of the Design Element
have been designed in such a way that all
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The web address should appear under the main www.huawei.com AdgZb^ehjbYdadgh^iVbZi!
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lll#]jVlZ^#Xdb
0.5X 6X]^Zk^c\
Id\Zi]Zg
2

3
FrutigerNext medium

4 %#*m
FrutigerNext medium

5
12
(X)

FrutigerNext medium
Poster: Option1 ADVERTISING SYSTEM

1
6.14

1 Brand Signature Option1 Image above Design Element


The Brand Signature is to appear in the bottom 1
right corner at a distance of 1X from the right
edge, and 0.5X from the bottom edge. 2 2

2 Imagery
All imagery should adopt the Huawei brand 3 6X]^Zk^c\Id\Zi]Zg 3 6X]^Zk^c\Id\Zi]Zg
core values and personality.
3 Tagline
The tagline should always appear in FrutigerNext
medium. Corporate Red or White are the only
colors available for tagline use in these applications.
Please choose the tagline color carefully according
to the overall contrast of the background.
4 Headline
Headline should always appear in FrutigerNext
medium and align with the tagline text.

5 Body Text
Body text should always appear in FrutigerNext
light and align with the headline text.
6 Design Elements
The proportions of the Design Element
have been designed in such a way that all 6 6
4 I]^hiZmigZegZhZcihV]ZVYa^cZdgVi^iaZ# lll#]jVlZ^#Xdb 4 I]^hiZmigZegZhZcihV]ZVYa^cZdgVi^iaZ#
advertising use a 8X grid measurement, lll#]jVlZ^#Xdb

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when in a vertical advertisement format. 5 Y^Vbcdcjbbnc^W]Zj^hbdYi^cX^YjcijiaVdgZZiYdadgZ
5 Y^Vbcdcjbbnc^W]Zj^hbdYi^cX^YjcijiaVdgZZiYdadgZ
bV\cVVa^fjVbZgVikdajieVi#Jil^h^Zc^bVYb^c^bkZc^Vb! bV\cVVa^fjVbZgVikdajieVi#Jil^h^Zc^bVYb^c^bkZc^Vb!
Never place text in the right area of the fj^hcdhigjYZmZgX^iVi^dcjaaVbXdgeZghjhX^e^iadWdgi^hc^haji 1 fj^hcdhigjYZmZgX^iVi^dcjaaVbXdgeZghjhX^e^iadWdgi^hc^haji 1
Va^fj^eZmZVXdbbdYdXdchZfjVi#9j^hVjiZbkZaZjb^g^jgZ Va^fj^eZmZVXdbbdYdXdchZfjVi#9j^hVjiZbkZaZjb^g^jgZ
Design Element. Ydadg^c]ZcYgZg^i^ckjaejiViZkZa^iZhhZbdaZhi^ZXdchZfjVi# Ydadg^c]ZcYgZg^i^ckjaejiViZkZa^iZhhZbdaZhi^ZXdchZfjVi#

=J6L:>I:8=CDAD<>:H8D#AI9#
7 Web Address 7 lll#]jVlZ^#Xdb 7 lll#]jVlZ^#Xdb

Should appear on the bottom left in


FrutigerNext Medium, at a distance of
0.5X from the bottom edge. m m m m m m m m -m m m m m m m m m -m
1

X0.5X 6X]^Zk^c\Id\Zi]Zg 6X]^Zk^c\Id\Zi]Zg


2

FrutigerNext medium

4
FrutigerNext medium

5
FrutigerNext light

6
8
(X)

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lll#]jVlZ^#Xdb

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Y^Vbcdcjbbnc^W]Zj^hbdYi^cX^YjcijiaVdgZZiYdadgZ Y^Vbcdcjbbnc^W]Zj^hbdYi^cX^YjcijiaVdgZZiYdadgZ
bV\cVVa^fjVbZgVikdajieVi#Jil^h^Zc^bVYb^c^bkZc^Vb! bV\cVVa^fjVbZgVikdajieVi#Jil^h^Zc^bVYb^c^bkZc^Vb!
fj^hcdhigjYZmZgX^iVi^dcjaaVbXdgeZghjhX^e^iadWdgi^hc^haji fj^hcdhigjYZmZgX^iVi^dcjaaVbXdgeZghjhX^e^iadWdgi^hc^haji
7 Va^fj^eZmZVXdbbdYdXdchZfjVi#9j^hVjiZbkZaZjb^g^jgZ Va^fj^eZmZVXdbbdYdXdchZfjVi#9j^hVjiZbkZaZjb^g^jgZ
Ydadg^c]ZcYgZg^i^ckjaejiViZkZa^iZhhZbdaZhi^ZXdchZfjVi# Ydadg^c]ZcYgZg^i^ckjaejiViZkZa^iZhhZbdaZhi^ZXdchZfjVi#
FrutigerNext =J6L:>I:8=CDAD<>:H8D#AI9#
Medium0.5X lll#]jVlZ^#Xdb lll#]jVlZ^#Xdb
%#*m %#*m
Poster: Option2 ADVERTISING SYSTEM

2
6.15

1 Brand Signature Option2 Image in Design Element


The Brand Signature is to appear in the bottom 2
right corner at a distance of 1X from the right
edge, and 0.5X from the bottom edge. 2 6 2 6

2 Imagery
All imagery should adopt the Huawei brand
3 6X]^Zk^c\Id\Zi]Zg 3 6X]^Zk^c\Id\Zi]Zg
core values and personality.
3 Tagline
The tagline should always appear in FrutigerNext
medium. Corporate Red or White are the only
colors available for tagline use in these applications.
Please choose the tagline color carefully according
to the overall contrast of the background.
4 Headline www.huawei.com
lll#]jVlZ^#Xdb lll#]jVlZ^#Xdb

Headline should always appear in FrutigerNext


medium and align with the tagline text.

5 Body Text
4 I]^hiZmigZegZhZcihV]ZVYa^cZdgVi^iaZ# 4 I]^hiZmigZegZhZcihV]ZVYa^cZdgVi^iaZ#
Body text should always appear in FrutigerNext AdgZb^ehjbYdadgh^iVbZi!XdchZXiZijZgVY^e^hX^c\ AdgZb^ehjbYdadgh^iVbZi!XdchZXiZijZgVY^e^hX^c\ AdgZb^ehjbYdadgh^iVbZi!XdchZXiZijZgVY^e^hX^c\ AdgZb^ehjbYdadgh^iVbZi!XdchZXiZijZgVY^e^hX^c\
5 5
light and align with the headline text. Za^i!hZYY^Vbcdcjbbnc^W]Zj^hbdYi^cX^Yjciji
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Za^i!hZYY^Vbcdcjbbnc^W]
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6 Design Elements jaaVbXdgeZghjhX^e^iadWdgi^hc^hajiVa^fj^eZmZV


XdbbdYdXdchZfjVi#9j^hVjiZbkZaZjb^g^jgZYdadg
cdhigjYZmZgX^iVi^dcjaaVbXdgeZghjhX^e^iadWdgi^hc^ha
jiVa^fj^eZmZVXdbbdYdXdchZfjVi#
cdhigjYZmZgX^iVi^dcjaaVbXdgeZghjhX^e^iadWdgi^hc^ha
jiVa^fj^eZmZVXdbbdYdXdchZfjVi#
jaaVbXdgeZghjhX^e^iadWdgi^hc^hajiVa^fj^eZmZV
XdbbdYdXdchZfjVi#9j^hVjiZbkZaZjb^g^jgZYdadg
^c]ZcYgZg^i^ckjaejiViZkZa^iZhhZbdaZhi^ZXdchZfjVi# ^c]ZcYgZg^i^ckjaejiViZkZa^iZhhZbdaZhi^ZXdchZfjVi#
The proportions of the Design Element
have been designed in such a way that all
advertising use a 8X grid measurement,
when in a vertical advertisement format.
Never place text in the right area of the 1 1
Design Element.
7 Web Address 7 lll#]jVlZ^#Xdb 7 lll#]jVlZ^#Xdb

Should appear on the bottom left in


FrutigerNext Medium, at a distance of
0.5X from the bottom edge. m m m m m m m m -m m m m m m m m m -m
1

X0.5X 6X]^Zk^c\Id\Zi]Zg 6X]^Zk^c\Id\Zi]Zg


2

FrutigerNext medium

4
FrutigerNext medium www.huawei.com
lll#]jVlZ^#Xdb lll#]jVlZ^#Xdb

5
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AdgZb^ehjbYdadgh^iVbZi!XdchZXiZijZgVY^e^hX^c\ AdgZb^ehjbYdadgh^iVbZi!XdchZXiZijZgVY^e^hX^c\ AdgZb^ehjbYdadgh^iVbZi!XdchZXiZijZgVY^e^hX^c\ AdgZb^ehjbYdadgh^iVbZi!XdchZXiZijZgVY^e^hX^c\
Za^i!hZYY^Vbcdcjbbnc^W]Zj^hbdYi^cX^Yjciji Za^i!hZYY^Vbcdcjbbnc^W] Za^i!hZYY^Vbcdcjbbnc^W] Za^i!hZYY^Vbcdcjbbnc^W]Zj^hbdYi^cX^Yjciji

6 aVdgZZiYdadgZbV\cVVa^fjVbZgVikdajieVi#Jil^h^
Zc^bVYb^c^bkZc^Vb!fj^hcdhigjYZmZgX^iVi^dc
Zj^hbdYi^cX^YjcijiaVdgZZiYdadgZbV\cVVa^fjVb
ZgVikdajieVi#Jil^h^Zc^bVYb^c^bkZc^Vb!fj^h
Zj^hbdYi^cX^YjcijiaVdgZZiYdadgZbV\cVVa^fjVb
ZgVikdajieVi#Jil^h^Zc^bVYb^c^bkZc^Vb!fj^h
aVdgZZiYdadgZbV\cVVa^fjVbZgVikdajieVi#Jil^h^
Zc^bVYb^c^bkZc^Vb!fj^hcdhigjYZmZgX^iVi^dc
jaaVbXdgeZghjhX^e^iadWdgi^hc^hajiVa^fj^eZmZV cdhigjYZmZgX^iVi^dcjaaVbXdgeZghjhX^e^iadWdgi^hc^ha cdhigjYZmZgX^iVi^dcjaaVbXdgeZghjhX^e^iadWdgi^hc^ha jaaVbXdgeZghjhX^e^iadWdgi^hc^hajiVa^fj^eZmZV
8 XdbbdYdXdchZfjVi#9j^hVjiZbkZaZjb^g^jgZYdadg jiVa^fj^eZmZVXdbbdYdXdchZfjVi# jiVa^fj^eZmZVXdbbdYdXdchZfjVi# XdbbdYdXdchZfjVi#9j^hVjiZbkZaZjb^g^jgZYdadg
^c]ZcYgZg^i^ckjaejiViZkZa^iZhhZbdaZhi^ZXdchZfjVi# ^c]ZcYgZg^i^ckjaejiViZkZa^iZhhZbdaZhi^ZXdchZfjVi#
(X)

7
FrutigerNext
Medium0.5X lll#]jVlZ^#Xdb lll#]jVlZ^#Xdb

%#*m %#*m

7.0 Multimedia

7.0 Multimedia

Powerpoint Overview MULTIMEDIA

7.1

Consistency is important, but we also need Title Page


flexibility. The examples on this page demonstrate

this balance, utilising the key elements within


',#DXidWZg'%%* ',#DXidWZg'%%*
the Huawei visual system.

The principles demonstrated are applied to all LZaXdbZid LZaXdbZid


Powerpoint applications. All powerpoint =jVlZ^IZX]cdad\^Zh =jVlZ^egZhZciVi^dc

examples have been provided with two layout egZhZciVi^dc


design options. Please choose the appropriate
layout according to your requirements. Always
use the digital master artwork supplied on the
CD.
I=>H>H67A>C986EI>DC I=>H>H67A>C986EI>DC

Contents Page

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AdgZb^ehjbhZYidgeZii^cX^YjciVjgZh#
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IZmi^bV\ZeV\Z
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KZa^aajbYdadgZZj[Zj\^VicjaaV[VX^a^h^hVikZgdZgdhZi#

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B~ccZg

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8

7
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aVdgZZihjWVgijhYdadgZ BVg

0 50 100 150 200 250 300 350

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Yj^hYdadgZiZldgYhcjaaV[VX^a^h^#

I=>H>H67A>C986EI>DC EV\Z+
Powerpoint Title Page MULTIMEDIA

7.2

The title page can be presented either with an Option 1


image, or without an image as shown here. 1

When an image is not applied, the headline


should appear in the left area of design element.
',#DXidWZg'%%*
A layout with an image should have the head-
line presented in a clear and concise manner
at all times.

LZaXdbZid
English Title Typeface: FrutigerNext medium
Reference Typeface Size: 40 - 47pt (depending
on the number of lines required).
Chinese Title Typeface: Hei =jVlZ^IZX]cdad\^Zh
Reference Typeface Size: 40 - 47pt (depending
on the number of lines required). egZhZciVi^dc
Typeface Color: Choose either Corporate
Red, Black or White according to the back-
ground color chosen.

Powerpoint Colors
When selecting colors for Powerpoint presenta-
tions, the following RGB specifications should
be used:
Corporate Red: R153 G0 B0
Corporate Black: R0 G0 B0 I=>H>H67A>C986EI>DC

Option 2

',#DXidWZg'%%*
: FrutigerNext medium
: 40-47pt (
:
: 40-47pt (

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=jVlZ^egZhZciVi^dc

RGB
: R153 G0 B0
: R0 G0 B0

I=>H>H67A>C986EI>DC
Powerpoint Text & Image Page MULTIMEDIA

7.3

1 Brand Signature
The horizontal Brand Signature format may be
used in special circumstances as shown here.
3 IZmi^bV\ZeV\Z
2 Imagery
The images are preferred to be put on the right 4 AdgZb^ehjbhZYidgeZii^cX^YjciVjgZh# 2

or upside of the text. Always align images


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vertically on the right side of the page.
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3 Headline Jil^h^Zc^bVYb^c^bkZc^Vb!fj^hcdhigjY
Typeface: FrutigerNext medium (English) ZmZgX^iVi^dcXdchZfjViZilVhh#
or Hei (Chinese)
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Size: 35 pt
Color: R153 G0 B0
XjbhVcZi^jhiddY^dY^\c^hh^bfj^WaVcY^i#

4 Body Text
Typeface: FrutigerNext regular (English)
or XiHei (Chinese)
Size: 22-24 pt
Color: R0 G0 B0

5 1
5 Design Element
I=>H>H67A>C986EI>DC EV\Z'
Design Element should appear at the bottom
of slide. White is the recommended
background color.

3
: FrutigerNext medium (
(
: 35 pt
: R153 G0 B0
3 IZmi^bV\ZeV\Z
4 4 AdgZb^ehjbhZYidgeZii^cX^YjciVjgZhjiaVdgZZihjW#
: FrutigerNext regular ( VgijhYdadgZiZ\jcijgajb^cVcdXiZ#Di^jbbV\cVi^W^#
( Jil^h^Zc^bVYb^c^bkZc^Vb!fj^hcdhigjYZmZgX^
: 22-24 pt
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: R0 G0 B0

5 1
5
I=>H>H67A>C986EI>DC EV\Z(

Powerpoint Text & Chart Page MULTIMEDIA


7.4

1 Brand Signature
The horizontal Brand Signature format may be
used in special circumstances as shown here.
3 IZmiX]VgieV\Z
2 Charts & Graphs 2

Please place all charts and graphs on the right 4 AdgZb^ehjbhZYidgeZii^cX^Yjci AdgZb^ehjbhZYidgeZii^cX^YjciVjgZh
side of the page. Colors used in charts and graphs
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can be chosen from the Corporate or Design Color AdgZb^ehjbhZYidgeZii^cX^YjciVjgZh
Policies.
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3 Headline ZgVikdajieVi#Jil^h^Zc^bVY AdgZb^ehjbhZYidgeZii^cX^YjciVjgZh


Typeface: FrutigerNext medium (English)
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or Hei (Chinese)
Size: 35 pt
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Color: R153 G0 B0 adWdgi^hc^hajiVa^fj^eZmZV
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4 Body Text AdgZb^ehjbhZYidgeZii^cX^YjciVjgZhji
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Typeface: FrutigerNext regular (English)
or XiHei (Chinese)
Size: 22-24 pt
Color: R0 G0 B0
5 1

I=>H>H67A>C986EI>DC EV\Z)
5 Design Element
Design Element should appear at the bottom
of slide. White is the recommended
background color.

3 IZmiX]VgieV\Z 2

2 4 AdgZb^ehjbhZYidgeZii^cX^Y" *%
@^cYZg

)% ;gVjZc

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(%

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3 KZa^aajbYdadgZZj[Zj\^VicjaaV# &%

: FrutigerNext medium ( AdgZb^ehjbhZYidgeZii^cX^Y" 0


Schnorcheln Tauchen SwSchwimmenimming

(
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: 35 pt
: R153 G0 B0
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8

;ZW
4
: FrutigerNext regular (
BVg
(
0 50 100 150 200 250 300 350
: 22-24 pt
<gjee^ZgiZh]dg^odciVaZh7Va`ZcY^V\gVbb
: R0 G0 B0

5 1
5
I=>H>H67A>C986EI>DC EV\Z*

Powerpoint Text Page MULTIMEDIA


7.5

1 Brand Signature
The horizontal Brand Signature format may be
used in special circumstances as shown here.

2 Headline 2 IZmieV\Z
Typeface: FrutigerNext medium (English)
or Hei (Chinese)
Size: 35 pt
3 AdgZb^ehjbhZYidgeZii^cX^YjciVjgZhjiaVdgZZihjW
Color: R153 G0 B0 VgijhYdadgZiZ\jcijgajb^cVcdXiZ#Di^jbbV\cVi^W^
3 Body Text
bdaZhijbVa^fjVbZgVikdajieVi#Jil^h^Zc^bVYb^c^b
Typeface: FrutigerNext regular (English) kZc^Vb!fj^hcdhigjYZmZgX^iVi^dc]^\]ia^\]ihjhX^e^i
or XiHei (Chinese)
Size: 22-24 pt
adWdgi^hc^hajiVa^fj^eZmZVXdbbdYdXdchZfjVi#
Color: R0 G0 B0
9j^hVjiZb`ZnZjb^g^jgZYdadg^c]ZcYgZg^i^ckjaejiViZ
4 Design Element
Design Element should appear at the bottom kZa^iZhhZbdaZhi^ZXdchZfjVi!kZa^aajbYdadgZZj[Zj\^Vi
of slide. White is the recommended cjaaV[VX^a^h^hVikZgdZgdhZiVXXjbhVcZi^jhiddY^d
background color.
Y^\c^hh^bfj^WaVcY^iegVZhZciajeiVijbg^aYZaZc^iVj\jZ
1 Yj^hYdadgZiZldgYhcjaaV[VX^a^h^#

2
: FrutigerNext medium ( 5 1
( I=>H>H67A>C986EI>DC EV\Z+
: 35 pt
: R153 G0 B0

3
: FrutigerNext regular (
(
: 22-24 pt
: R0 G0 B0

Powerpoint End Page MULTIMEDIA


7.6

These examples illustrate how you may end your


powerpoint presentation.

1 Tagline
Typeface: FrutigerNext medium (English) or Hei
(Chinese)
Size: 40-47pt (according to the lines)
Color: R255 G255 B255

2 Web Address
Typeface: FrutigerNext medium
Size: 24 pt
Color: R255 G255 B255
1 I]Vc`ndj
3 Background
2 lll#]jVlZ^#Xdb
Color: R153 G0 B0

1
: FrutigerNext medium (
(
: 40-47pt (
: R255 G255 B255
3
2
: FrutigerNext medium
: 24 pt
: R255 G255 B255

3
: R153 G0 B0
Web Applications MULTIMEDIA

7.7

Brand Signature Home Page


The preferred vertical format of the brand
signature must always appear in the top left
hand corner as shown. The Brand Signature
must always appear on a white background;
colored backgrounds and images are forbidden
from appearing in the global navigation area.
The Brand Signature and navigation menu must
always align horizontally as shown.

Web-Safe Color
When selecting colors for the web, the following
web-safe color specifications should be used:

Corporate Red: #990000


Corporate Black: #000000
Corporate Grey: #CCCCCC

Web Fonts
Arial (for English) and Hei (for Chinese) are the
official web font families.

Content Page

: #990000
: #000000
: #CCCCCC

Arial


8.0 Signage

8.0 Signage

Reception Area SIGNAGE

8.1

The example shown here is for visual reference


only. All signage applications should be designed
and implemented according to their specific
location and communication requirements.

1 Brand Signature
1
The horizontal Brand Signature format may be used
for signage in special circumstances as shown here.

2 Company Name
Company name should always appear in Frutiger- 2 =jVlZ^IZX]cdad\^Zh8d#!AiY#
Next light.

Note: Where ever the corporate name must


appear, please put the registed name below the
company name according to local regulation. If
there`s no local regulation, please use the registed
company name.

2
FrutigerNext light

Entrance Signage SIGNAGE


8.2

The example shown here is for visual reference


only. All signage applications should be designed
and implemented according to their specific
location and communication requirements.

1 Brand Signature 1
The horizontal Brand Signature format may be used
for signage in special circumstances as shown here.
3

2 Company Name 2 =jVlZ^IZX]cdad\^Zh8d#!AiY#


Body text should always appear in FrutigerNext light.

3 Address
Numbers should always appear in FrutigerNext bold.

Note: Where ever the corporate name must


appear, please put the registed name below the
company name according to local regulation. If
there`s no local regulation, please use the registed
company name.

2
FrutigerNext light

3
FrutigerNext bold

Company Signage SIGNAGE


8.3

The example shown here is for visual reference


only. All signage applications should be designed 1 1

and implemented according to their specific


location and communication requirements.

1 Brand Signature
The preferred vertical Brand Signature format
should be used in signage applications where
horzontal space is limited, as shown here.

: :
2 Location 2 2
Text showing a building or the location of a
company division, should always appear in
FrutigerNext bold.

FrutigerNext bold
Department Signage SIGNAGE

8.4

The example shown here is for visual reference LVaaH^\cV\Z

only. All signage applications should be designed


and implemented according to their specific
location and communication requirements.
2 HZgk^XZ
9ZeVgibZci
1 Brand Signature
The embossed Brand Signature format may be used
in special circumstances as shown here.
'; '; 2
BVg`Zi^c\
9ZeVgibZci

2 Department Information
Department information should always appear
in FrutigerNext regular.

9ddgH^\cV\Z

';

2
EjWa^XGZaVi^dch
2
FrutigerNext regular

8Z^a^c\H^\cV\Z

2
A^WgVgn

2
A>7G6GN
Interior Signage SIGNAGE

8.5

The example shown here is for visual reference


only. All signage applications should be designed
and implemented according to their specific
location and communication requirements.

1 Location
Text showing a building or the location of a
company division, should always appear in

: : :
FrutigerNext bold and Hei.

1 1 1
2 Directions
Text indicating directions should always appear
in FrutigerNext regular and Hei. 9 1 9 1 9 1

: : :

1
9^c^c\=Vaa 9^c^c\=Vaa 9^c^c\=Vaa
2 2 2
FrutigerNext bold
2 GZXZei^dc 2 GZXZei^dc 2 GZXZei^dc

2
FrutigerNext
bold
Building Signage SIGNAGE

8.6

The example shown here is for visual reference


only. All signage applications should be designed 1

and implemented according to their specific


location and communication requirements.

;*
1 Brand Signature
An embossed horizontal Brand Signature format
may be used in special circumstances as shown here.

2 Location
2
Text showing a building or the location of a
company division, should always appear in Frutiger-
Next bold.

3 Directions ;&
Text indicating directions should always appear in
FrutigerNext bold. ;'
;(

;)
1

FrutigerNext bold

3
FrutigerNext
bold
Building Signage SIGNAGE

8.7

The example shown here is for visual reference


only. All signage applications should be designed

7&
1
and implemented according to their specific 2

location and communication requirements.

1 Brand Signature
An embossed horizontal Brand Signature format may
7'
be used in special circumstances as shown here.
7(
2 Directions
Text indicating directions should always appear in
FrutigerNext bold.
8

FrutigerNext bold
Co-branding SIGNAGE

8.8

1 Brand Signature
The Brand Signature is to appear on the
right side of the co-branding frame.
1

2 Headline
The headline should always appear
in Hei and FrutigerNext Light.

Huawei Brand Signature should always appear


on the right of the co-operative brand signature.
The area (height by width) of the two signatures 2
-I9"H89B6
should be approximately equal in all applications. 6_d^cikZcijgZWZilZZcH>:B:CHVcY=J6L:>I9"H89B6

2
FrutigerNext Light


9.0 Uniform & Accessories

9.0 Uniform & Accessories



Uniform UNIFORMS & ACCESSORIES

9.1

The uniform example shown here is for visual


reference only. All uniform applications should be
designed and implemented according to their
specific use. Please refer directly to the Huawei 2
1 =J6L:>I:8=CDAD<>:H
Visual Identity Manager for any queries regard-
ing design of uniforms. Please make sure all
uniform design follows the specific policy in this
guide book.

1 Front: Brand Signature


The Brand signature should always appear on
the left chest area in the preferred vertical format.

2 Back: Company Name


The company name "Huawei TECHNOLOGIES"
should appear in FrutigerNext bold.

2
"HUAWEI TECHNOLOGIES"
FrutigerNext bold
Badge UNIFORMS & ACCESSORIES

9.2

The badge examples shown here are for visual Figure 1

reference only. All badge applications should be 1


designed and implemented according to their
specific use.

1
1 Brand Signature
The Brand Signature may be applied to a variety of
badge formats as shown here.

Figure 1
A horizontal Brand Signature may be used in
special circumstances where required.

Figure 2 - 3
The preferred vertical Brand Signature applied to
different badge formats.

Figure 2 Figure 3

2 3

1
1 1

2 - 3

VIP Card UNIFORMS & ACCESSORIES


9.3
%bb **bb

1 Brand Signature %bb


9mm Brand Signature positioned
lower right corner.

2 Headline
Typeface: FZHei 2 2
Size: 13 pt
Color: 100% black

3 Title
Chinese Typeface: FZHei
English Typeface: FrutigerNext medium
3 K>E 3
Chinese Size: 17 pt 6Yb^c^higVidg
English Size: 18 pt
Color: white 5 5

4 Numbers
Typeface: FrutigerNext regular
4 Cd#7--.. 4 Cd#7--..
Size: 11 pt
Color: 100% black

5 Design Element
The proportions of the Design Element
have been designed in such a way that VIP
card use an 8X grid measurement, 1 1
when in a vertical page format. 6 6
=J6L:> =J6L:>
I:8=CDAD<>:H8D#!AI9# I:8=CDAD<>:H8D#!AI9#
6 Company Name
Chinese Typeface: FZDaHei
English Typeface: FrutigerNext bold -*bb
Size: 6 pt
Color: 100% black m m m m m m m m -m m m m m m m m m -m
7 Belt
Color: C0 M100 Y100 K30
C0 M0 Y0 K20

1

9mm

2
:
: 13 pt
: 100% K>E
3
6Yb^c^higVidg
:
: FrutigerNext medium
: 17 pt
: 18 pt Cd#7--.. Cd#7--..
:

4
: FrutigerNext regular
: 11 pt
: 100%

5
8(X) =J6L:> =J6L:>
I:8=CDAD<>:H8D#!AI9# I:8=CDAD<>:H8D#!AI9#

6
: 7
: FrutigerNext bold &%bb
: 6 pt
: 100%
&%bb
7
: C0 M100 Y100 K30
C0 M0 Y0 K20
Cap UNIFORMS & ACCESSORIES

9.4

The Cap examples shown here are for visual Figure 1 Figure 2

reference only. All Cap applications should be 1 2

designed and implemented according to their


specific use.

1 Brand Signature
When applied to a cap, the Brand Signature must
1 1
always appear in the preferred vertical format.

Only two color Brand Signature can be used on


Caps. When doing so the Brand Signature can
never be printed on, it must always be embroid-
ed or stitched on. The word HUAWEI of the
Brand Signature should always appear in white
on black caps.

Figure 3 Figure 4

3 4

1 1
HUAWEI

10.0 Livery Applications

10.0 Livery Applications



Vehicle LIVERY APPLICATIONS

10.1

Any vehicle design should be done according


to its specific requirements. Please ensure
that the Brand Signature, the words Huawei
Technologies, and the web address appear on
any vehicle application.

The brand signature on the body side of vehicle


should not be affected by the door. It could ap-
pear individually on the rear end if neccessary.

"Huawei
Technologies"

Exhibition Vehicle: Option1 LIVERY APPLICATIONS



1
10.2

Any vehicle design should be done according


to its specific requirements. Please ensure
that the Brand Signature, the words Huawei
Technologies, and the web address appear on
any vehicle application.
'M M )#*M M

Option1 provides example of vehicle without


6X]^Zk^c\
=J6L:>
I:8=CDAD<>:H
images.

Id\Zi]Zg
The brand signature on the body side of vehicle lll#]jVlZ^#Xdb lll#]jVlZ^#Xdb

should not be affected by the door. It could


appear individually on the rear end if neccessary.
If there is text appear on the vehicle, the text
should not be affected by the door.

"Huawei
Technologies"

>:L6J=
H:><DADC=8:I

6X]^Zk^c\Id\Zi]Zg
lll#]jVlZ^#Xdb bdX#^ZlVj]#lll =J6L:>I:8=CDAD<>:H lll#]jVlZ^#Xdb
Exhibition Vehicle: Option2 LIVERY APPLICATIONS

2
10.3

Any vehicle design should be done according


to its specific requirements. Please ensure
that the Brand Signature, the words Huawei
Technologies, and the web address appear on
any vehicle application.
'M M )#*M M

Option2 provides example of vehicle with images.


6X]^Zk^c\
=J6L:>
I:8=CDAD<>:H

The brand signature on the body side of vehicle


Id\Zi]Zg
should not be affected by the door. It could ap- lll#]jVlZ^#Xdb lll#]jVlZ^#Xdb

pear individually on the rear end if neccessary.


If there are images appear on the vehicle, the
people`s face and text should not be affected by
the door.

"Huawei
Technologies"

>:L6J=
H:><DADC=8:I

6X]^Zk^c\Id\Zi]Zg

lll#]jVlZ^#Xdb bdX#^ZlVj]#lll =J6L:>I:8=CDAD<>:H lll#]jVlZ^#Xdb


Exhibition Vehicle: Option3 LIVERY APPLICATIONS

3
10.4

Any vehicle design should be done according


to its specific requirements. Please ensure
that the Brand Signature, the words Huawei
Technologies, and the web address appear on
any vehicle application.
'M M )#*M M

Option3 provides example of vehicle with differ-


6X]^Zk^c\
=J6L:>
I:8=CDAD<>:H
ent images on each body side.
Id\Zi]Zg
The brand signature on the body side of vehicle lll#]jVlZ^#Xdb lll#]jVlZ^#Xdb

should not be affected by the door. It could ap-


pear individually on the rear end if neccessary.
If there are images appear on the vehicle, the
people`s face and text should not be affected by
the door.

"Huawei
Technologies"

>:L6J=
H:><DADC=8:I

6X]^Zk^c\Id\Zi]Zg
lll#]jVlZ^#Xdb bdX#^ZlVj]#lll
=J6L:>I:8=CDAD<>:H lll#]jVlZ^#Xdb

11.0 Collaterals

11.0 Collaterals

Congratulation Card COLLATERALS

11.1

In special circumstances such as the Congra- Chinese Version English Version


tulation Card, the use of Corporate Red

may exceed more than one eighth of the


applications total area as shown here.

The proportions of the Design Element have


been designed in such a way that all Congratu- 8dc\gVijaVi^dc
lation Cards use an 8X grid measurement, when
in a vertical page format. 8dc\VgVijaVi^dc 8dc\VgVijaVi^dc

Please always use the digital master artwork sup-


plied on the CD.

1/8

8(X)

Dual Language Version



m m m m m m m m -m

8dc\gVijaVi^dc 8dc\gVijaVi^dc
Birthday Card COLLATERALS

11.2

In special circumstances such as the Birthday Card,


the use of Corporate Red may exceed more
than one eighth of the applications total area
as shown here.

The proportions of the Design Element have
been designed in such a way that all Birthday
Cards use an 8X grid measurement, when in a
(APPY (APPY
vertical page format. "IRTHDAY "IRTHDAY
Please always use the digital master artwork sup-
plied on the CD.

1/8

8(X)

X X X X X X X X X

(APPY (APPY
"IRTHDAY "IRTHDAY
Invitation Card COLLATERALS

11.3

In special circumstances such as the Invitation


Card, the use of Corporate Red may exceed
more than one eighth of the applications total
area as shown here. Please always use the digital
master artwork supplied on the CD.

The proportions of the Design Elementhave
been designed in such a way that all Invitation
Cards use an 8X grid measurement, when in a
vertical page format. >ck^iVi^dc >ck^iVi^dc
LZaXdbZid=jVlZ^IZX]cdad\^Zh LZaXdbZid=jVlZ^IZX]cdad\^Zh
Please always use the digital master artwork sup-
plied on the CD.

1/8

8(X)

=J6L:>I:8=CDAD<>:H8D#!AI9# =J6L:>I:8=CDAD<>:H8D#!AI9#

m m m m m m m m -m

>ck^iVi^dc >ck^iVi^dc
LZaXdbZid=jVlZ^IZX]cdad\^Zh LZaXdbZid=jVlZ^IZX]cdad\^Zh

=J6L:>I:8=CDAD<>:H8D#!AI9# =J6L:>I:8=CDAD<>:H8D#!AI9#
Pen COLLATERALS

11.4

The Pen example shown here is for visual


reference only.

1 Brand Signature
The white horizontal Brand Signature format may
be used in special circumstances where space
is limted, as shown here.
Color reference for the background: 50K

1
1

50K
T-Shirt COLLATERALS

T-
11.5

The T-Shirt example shown here is for visual


reference only. Any T-Shirt applications should be
designed and implemented according to their
specific use. Please refer directly to the Huawei
Visual Identity Manager for any queries regard-
ing design of T-Shirts. Please make sure all T-Shirt
design follows the specific policy in this guide
book.

Only two color Brand Signature can be used on


T-shirts. When doing so the Brand Signature can
never be printed on, it must always be embroid-
ed or stitched on. The word HUAWEI of the
Brand Signature should always appear in white
on black T-shirts.

T-
T-

T
HUAWEI
Notebook COLLATERALS

11.6

The examples shown here are for visual reference


only. All Notebook applications should be
designed and implemented according to
their communication requirements.

CdiZ7dd` lll#]jVlZ^#Xdb

=J6L:>I:8=CDAD<>:H8D#!AI9#
Reward COLLATERALS

11.7

The Diploma example shown here is for visual


reference only. Please ensure that the Diploma
always uses the preferred vertical Brand Signature,
and that it appears at the top of the page as
shown.


IPD




Medal COLLATERALS

11.8

The examples shown here are for visual reference


only. All Medal applications should be
designed and implemented according to
their communication requirements.


'%%*"'%%+ '%%*"'%%+


'%%*"'%%+ '%%*"'%%+
Handbag COLLATERALS

11.9

Shown here are the two Huawei handbag


options.
Please always use the digital master artwork sup-
plied on the CD.

Color reference for the handle: 45K

45K

=J6L:>I:8=CDAD<>:H
lll#]jVlZ^#Xdb

=J6L:>I:8=CDAD<>:H

6X]^Zk^c\Id\Zi]Zg

lll#]jVlZ^#Xdb
lll#]jVlZ^#Xdb
Paper Cup COLLATERALS

11.10

The examples shown here are for visual reference


only. All paper cup applications should be
designed and implemented according to
their communication requirements.

ID Card COLLATERALS

11.11

1 Brand Signature % &(#* *'#* **bb


9mm Brand Signature aligned to the image
on the left side.
%
2 Title
Typeface: FrutigerNext bold 1 1
Size: 12 pt .
Color: 80% black

3 Name
Typeface: FrutigerNext bold

=J6L:>>986G9
=J6L:>>986G9
Size: 12 pt
Color: 100% black

4 Barcode Numbers
Typeface: FrutigerNext regular
Size: 14 pt
Color: 100% black

5 Belt
Color: C0 M0 Y0 K20
2 *- 2

1
3 ;jO]^M^dc\ 3 ;jO]^M^dc\
9mm 4 ,%B%%%%%'''(& 4 ,%B%%%%%'''(&
2
: FrutigerNext bold
: 25 pt -*bb
: 80%

3
: FrutigerNext bold
: 12 pt
: 100%
5
4
&%bb
: FrutigerNext regular
: 14 pt
: 100%

5
: C0 M0 Y0 K20
Visitor ID Card COLLATERALS

11.12
%bb **bb

1 Brand Signature %bb


9mm Brand Signature positioned
lower right corner.

=J6L:>86G9
2 Title 5

Chinese Typeface: FZHei - 17 pt
English Typeface: FrutigerNext medium - 16 pt
Chinese Color: white
&%%
English Color: C0 M100 Y100 K30
3 Numbers
2


Typeface: FrutigerNext regular
Size: 11 pt K^h^idg

*&-&'.
Color: 100% black '-,-%-%-
6
4 Company Name 9ZVgK^h^idg/
Chinese Typeface: FZDaHei LZaXdbZid=jVlZ^IZX]cdad\^Zh
AdgZb^ehjbhZYidgeZii^cX^YjciVjgZhji
English Typeface: FrutigerNext bold
Size: 6 pt 3 Cd#7--.. aVdgZZihjWVgijhYdadgZiZ\jcijgajb^cVcdXiZ#
Di^jbbV\cVi^W^bdaZhijbVa^fjVbZgVi
kdajieVi#Jil^h^Zc^bVYb^c^bkZc^Vb!fj^h
Color: 100% black cdhigjYZmZgX^iVi^dcjaaVbXdgeZghjhX^e^i
adWdgi^hc^hajiVa^fj^eZmZVXdbbdYd
5 Body Text XdchZfjVi#
Chinese Typeface: FZHei - 5 pt 9j^hVjiZbkZaZjb^g^jgZYdadg^c]ZcYgZg^i^c
English Typeface: FrutigerNext regular kjaejiViZkZa^iZhhZbdaZhi^ZXdchZfjVi!kZa
^aajbYdadgZZj[Zj\^VicjaaV[VX^a^h^hVikZgd
FrutigerNext bold - 5 pt ZgdhZi#
Color: 100% black 1 EaZVhZ8dciVXijh#
6YY/=jVlZ^>cYjhig^Va7VhZ!7Vci^Vc
6 Design Element 4 Adc\\Vc\!H]Zco]Zc*&-&'.IZaZe]dcZ/
=J6L:> '-,-%-%-
The proportions of the Design Element
have been designed in such a way that visitor I:8=CDAD<>:H8D#!AI9#
ID card use an 8X grid measurement,
when in a vertical page format. -*bb
7 Belt
Color: C0 M100 Y100 K30
m m m m m m m m -m m m m m m m m m -m
1
9mm

=J6L:>86G9
2


: - 17 pt
: FrutigerNext medium - 16 pt
&%%


:
: C0 M100 Y100 K30

3
: FrutigerNext regular
K^h^idg

*&-&'.
'-,-%-%-
: 11 pt
: 100% 9ZVgK^h^idg/
LZaXdbZid=jVlZ^IZX]cdad\^Zh
AdgZb^ehjbhZYidgeZii^cX^YjciVjgZhji
4
: Cd#7--.. aVdgZZihjWVgijhYdadgZiZ\jcijgajb^cVcdXiZ#
Di^jbbV\cVi^W^bdaZhijbVa^fjVbZgVi
kdajieVi#Jil^h^Zc^bVYb^c^bkZc^Vb!fj^h
: FrutigerNext bold cdhigjYZmZgX^iVi^dcjaaVbXdgeZghjhX^e^i
: 6 pt adWdgi^hc^hajiVa^fj^eZmZVXdbbdYd
XdchZfjVi#
: 100%
9j^hVjiZbkZaZjb^g^jgZYdadg^c]ZcYgZg^i^c
kjaejiViZkZa^iZhhZbdaZhi^ZXdchZfjVi!kZa
5 ^aajbYdadgZZj[Zj\^VicjaaV[VX^a^h^hVikZgd
ZgdhZi#
: - 5 pt EaZVhZ8dciVXijh#
: FrutigerNext regular 6YY/=jVlZ^>cYjhig^Va7VhZ!7Vci^Vc
Adc\\Vc\!H]Zco]Zc*&-&'.IZaZe]dcZ/
FrutigerNext bold- 5 pt '-,-%-%-
=J6L:>
: 100% I:8=CDAD<>:H8D#!AI9#

6
8(X)

7
7 &%bb
: C0 M100 Y100 K30
Corporate CD Cover COLLATERALS

11.13

Shown here are the two CD Cover options.

Please always use the digital master artwork sup-


plied on the CD.

1 Brand Signature
15mm Brand Signature positioned 2
lower right corner.
=jVlZ^K^hjVa
>YZci^in<j^YZa^cZh
2 Title
Typeface: FrutigerNext medium (English)
or Hei (Chinese)
Size: 14 pt
4
Color: C0 M100 Y100 K30,
: 518129
100% black, white
=J6L:>
I:8=CDAD<>:H8D#!AI9#
=jVlZ^>cYjhig^Va7VhZ
3 Company Name 7Vci^VcAdc\\Vc\ 1
H]Zco]Zc*&-&'.!E#G#8]^cV
Typeface: FrutigerNext bold
lll#]jVlZ^#Xdb 3 =J6L:>I:8=CDAD<>:H8D#!AI9#
Size: 6 pt
Color: 100% black

4 Address
Typeface: DaHei, Hei,FrutigerNext bold,
FrutigerNext regular, FrutigerNext medium
Size: 7 pt
Color: 100% black, white

1
15mm
2
=jVlZ^K^hjVa
2 >YZci^in<j^YZa^cZh
: FrutigerNext medium (
(
: 14 pt
: C0 M100 Y100 K30100% 4

: 518129
=J6L:>
3 I:8=CDAD<>:H8D#!AI9#
: FrutigerNext bold =jVlZ^>cYjhig^Va7VhZ
1
7Vci^VcAdc\\Vc\
: 6 pt H]Zco]Zc*&-&'.!E#G#8]^cV

: 100% lll#]jVlZ^#Xdb 3 =J6L:>I:8=CDAD<>:H8D#!AI9#

4
: , ,FrutigerNext bold, FrutigerNext
regular, FrutigerNext medium
: 7 pt
: 100%
Corporate CD Cover (Standard) COLLATERALS

11.14

The proportions of the Design Element have -m m m m m m m m m m m m m m m m m -m


been designed in such a way that CD cover
use an 8X grid measurement, when in a vertical
page format. Please always use the digital master
artwork supplied on the CD.

8(X)

=jVlZ^K^hjVa
>YZci^in<j^YZa^cZh



: 518129
=J6L:>
I:8=CDAD<>:H8D#!AI9#
=jVlZ^>cYjhig^Va7VhZ
7Vci^VcAdc\\Vc\
H]Zco]Zc*&-&'.!E#G#8]^cV

lll#]jVlZ^#Xdb =J6L:>I:8=CDAD<>:H8D#!AI9#

-m m m m m m m m m m m m m m m m m -m


=jVlZ^K^hjVa
>YZci^in<j^YZa^cZh



: 518129
=J6L:>
I:8=CDAD<>:H8D#!AI9#
=jVlZ^>cYjhig^Va7VhZ
7Vci^VcAdc\\Vc\
H]Zco]Zc*&-&'.!E#G#8]^cV

lll#]jVlZ^#Xdb =J6L:>I:8=CDAD<>:H8D#!AI9#
Corporate CD-ROM COLLATERALS

11.15

Shown here are the two CD design options. Corporate CD-ROM


Please always use the digital master artwork sup-


plied on the CD.

1 Brand Signature
1
15mm Brand Signature is to appear on
the top.

2 Company Name
Typeface: FrutigerNext bold
Size: 6.5 pt
Color: 100% black

2 =J6L:>I:8=CDAD<>:H8D#!AI9#

1
15mm

2
: FrutigerNext bold
: 6.5 pt
: 100%
Blank CD-ROM

1
Gift Wrapping COLLATERALS

11.16

Shown here are the two Gift Wrapping design


options.
Always use corporate colors and design colors
for gift wrapping .

Please always use the digital master artwork sup-


plied on the CD.

Portable Card COLLATERALS


11.17

% **bb

1 Brand Signature m m m m m m m m -m
9mm Brand Signature positioned %
lower right corner.

2 Title
Typeface: FZHei 2
Size: 14 pt
Color: 70% black 3 Cd#%%%%--.. Cd#%%%%--..
3 Numbers
Typeface: FrutigerNext medium 4
Size: 11 pt
Color: 100% black
'''(& '''(&
4 Body Text
Chinese Typeface: FZHei
English Typeface: FrutigerNext medium (&%*%)&*&% (&%*%)&*&%
Size: 10 pt
Color: 70% black, 100% black
'%%+"%+"'& '%%+"%+"'&
5 Design Element
The proportions of the Design Element
have been designed in such a way that
portable card use an 8X grid measurement,
when in a vertical page format. 1

6 Company Name
6
Typeface: FZDaHei 5
Size: 6.5 pt
Color: 100% black -*bb

1
9mm

2
:
: 14 pt
: 70%

3
: FrutigerNext medium
: 11 pt
: 100%

4
:
: FrutigerNext medium
: 10 pt
: 70% 100%

5
8
(X)

6
:
: 6.5 pt
: 100%
Airport Invitation COLLATERALS

11.18

The proportions of the Design Element have


been designed in such a way that Airport

7ELCOME
Invitation use an 12X grid measurement,
when in a vertical page format. Please :
always use the digital master artwork supplied
on the CD.


Please always use the digital master artwork sup-


plied on the CD.

12
(X)


(5!7%)4%#(./,/')%3#/ ,4$

X X X X X X X X X X X X X

7ELCOME :


(5!7%)4%#(./,/')%3#/ ,4$
Postcard COLLATERALS

11.19

Shown here are the two post card design


options.

Please always use the digital master artwork sup-


plied on the CD.


=VeenCZlNZVg

%+

=J6L:>I:8=CDAD<>:H8D#!AI9#


BZggn8]g^hibVh
%+

=J6L:>I:8=CDAD<>:H8D#!AI9#

9ZVg8jhidbZg/
AdgZb^ehjbhZYidgeZii^cX^YjciVjgZhjiaVdgZZihjW
VgijhYdadgZiZ\jcijgcdibZVciidWZ#C^aZhihjeZgb^
kdX^h^cdgZ#AdgZb^ehjbhZYidgeZii^cX^YjciVjgZhji
aVdgZZihjWVgijhYdadgZ#C^aZhihjeZgb^kdX^h^cdgZ#
aVdgZZihjWVgijhYdadgZ#


, : 518129
www.huawei.com
Postcard COLLATERALS

11.20

The proportions of the Design Element have m m m m m m m m m m m m &'m


been designed in such a way that all Compli-
ment Slips use an 12X grid measurement, when
in a vertical page format. Please always use the
digital master artwork supplied on the CD.

12(X)


=VeenCZlNZVg

%+

=J6L:>I:8=CDAD<>:H8D#!AI9#

m m m m m m m m m m m m &'m


BZggn8]g^hibVh
%+

=J6L:>I:8=CDAD<>:H8D#!AI9#

m m m m m m m m m m m m &'m

9ZVg8jhidbZg/
AdgZb^ehjbhZYidgeZii^cX^YjciVjgZhjiaVdgZZihjW
VgijhYdadgZiZ\jcijgcdibZVciidWZ#C^aZhihjeZgb^
kdX^h^cdgZ#AdgZb^ehjbhZYidgeZii^cX^YjciVjgZhji
aVdgZZihjWVgijhYdadgZ#C^aZhihjeZgb^kdX^h^cdgZ#
aVdgZZihjWVgijhYdadgZ#


, : 518129
www.huawei.com

12.0 Exhibition

12.0 Exhibition

Plan Layout EXHIBITION

12.1

The example shown here is for visual reference


only. All plan Layout applications should be
designed and implemented according to their
specific location and communication requirements.

View 1
1
Ac
hie
vin
gT
og
eth
er View 2
2
m
co
ei.
uaw
w.h
ww

ww
er
w.
hu geth
aw To
ei.
co v ing
m hie
Ac

View 4
m
View 3 aw
ei.
co
4
.hu
3 www

Ac
hie
vin
gT
og
eth
er
er
eth
og
ingT
iev
ww
w.h
u
h
Ac
aw
ei.
co
m
Plan Layout (View 1&2) EXHIBITION

12
12.2

In special circumstances such as Exhibition design, View 1


1
the Brand Signature can appear in the left area
of the Design Element as shown here.

If the Brand Signature is to appear with a back-


ground image, please make sure it remains leg-
ible at all times by following the specific Huawei
color/background policy in this
guide book.

The example shown here is for visual reference


6X]^Zk^c\Id\Zi]Zg lll#]jVlZ^#Xdb
only. All plan layout applications should be
designed and implemented according to their
specific location and communication requirements.
=jVlZ^IZX]cdad\^Zh

AdgZb^ehjbYdadgh^iVbZi!
XdchZXiZijZgVY^e^hX^c\Za^i!hZYY^Vb
cdcjbbnc^W]Zj^hbdYi^cX^Yjciji
aVdgZZiYdadgZbV\cVVa^fjVbZgVi

kdajieVi#Jil^h^Zc^bVYb^c^b
kZc^Vb!fjhcdhigjYZmZgX^iVi^dc
jaaVbXdgeZghjhX^e^iadWdgi^hc^haji
Va^fj^eZmZVXdbbdYdXdchZfjVi#

9j^hVjiZbkZaZjb^g^jgZYdadg^c
]ZcYgZg^i^ckjaejiViZkZa^iZhhZ
bdaZhi^ZXdchZfjVi!kZa^aajbYdadgZ
Zj[Zj\^VicjaaV[VX^a^h^h#

View 2
2

6X]^Zk^c\Id\Zi]Zg lll#]jVlZ^#Xdb

=jVlZ^IZX]cdad\^Zh
Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed consectetuer adipiscing elit, sed
diam nonummy nibh euismod diam nonummy nibh euismod
tincidunt ut laoreet dolore tincidunt ut laoreet dolore
magna aliquam erat volutpat. Ut magna aliquam erat volutpat. Ut
wisi enim ad minim veniam, qus wisi enim ad minim veniam, qus
nostrud exerci tation ullamcorper nostrud exerci tation ullamcorper
suscipit lobortis nisl ut aliquip ex suscipit lobortis nisl ut aliquip ex
ea commodo consequat. ea commodo consequat.

Duis autem vel eum iriure dolor Duis autem vel eum iriure dolor
in hendrerit in vulputate velit in hendrerit in vulputate velit
esse molestie consequat, vel illum esse molestie consequat, vel illum
dolore eu feugiat nulla facilisis. dolore eu feugiat nulla facilisis.
Plan Layout (View 3&4) EXHIBITION

34
12.3

In special circumstances such as Exhibition design, View 3


3
the Brand Signature can appear in the left area
of the Design Element as shown here.

If the Brand Signature is to appear with a back-


ground image, please make sure it remains leg-
ible at all times by following the specific Huawei
color/background policy in this
guide book.

The example shown here is for visual reference lll#]jVlZ^#Xdb

only. All plan layout applications should be


designed and implemented according to their
specific location and communication requirements.

:cg^X]a^[Zi]gdj\]
,OREMIPSUMDOLORSITAMET
CONSECTETUERADIPISCINGELIT SED
,OREMIPSUMDOLORSITAMET
CONSECTETUERADIPISCINGELIT SED
,OREMIPSUMDOLORSITAMET
CONSECTETUERADIPISCINGELIT SED
,OREMIPSUMDOLORSITAMET
CONSECTETUERADIPISCINGELIT SED
Xdbbjc^XVi^dc
DIAMNONUMMYNIBHEUISMOD DIAMNONUMMYNIBHEUISMOD DIAMNONUMMYNIBHEUISMOD DIAMNONUMMYNIBHEUISMOD
TINCIDUNTUTLAOREETDOLORE TINCIDUNTUTLAOREETDOLORE TINCIDUNTUTLAOREETDOLORE TINCIDUNTUTLAOREETDOLORE
MAGNAALIQUAMERATVOLUTPAT5T MAGNAALIQUAMERATVOLUTPAT5T MAGNAALIQUAMERATVOLUTPAT5T MAGNAALIQUAMERATVOLUTPAT5T

WISIENIMADMINIMVENIAM QUS
NOSTRUDEXERCITATIONULLAMCORPER
SUSCIPITLOBORTISNISLUTALIQUIPEX
EACOMMODOCONSEQUAT
WISIENIMADMINIMVENIAM QUS
NOSTRUDEXERCITATIONULLAMCORPER
SUSCIPITLOBORTISNISLUTALIQUIPEX
EACOMMODOCONSEQUAT
WISIENIMADMINIMVENIAM QUS
NOSTRUDEXERCITATIONULLAMCORPER
SUSCIPITLOBORTISNISLUTALIQUIPEX
EACOMMODOCONSEQUAT
WISIENIMADMINIMVENIAM QUS
NOSTRUDEXERCITATIONULLAMCORPER
SUSCIPITLOBORTISNISLUTALIQUIPEX
EACOMMODOCONSEQUAT

$UISAUTEMVELEUMIRIUREDOLOR $UISAUTEMVELEUMIRIUREDOLOR $UISAUTEMVELEUMIRIUREDOLOR $UISAUTEMVELEUMIRIUREDOLOR


INHENDRERITINVULPUTATEVELIT INHENDRERITINVULPUTATEVELIT INHENDRERITINVULPUTATEVELIT INHENDRERITINVULPUTATEVELIT
ESSEMOLESTIECONSEQUAT VELILLUM ESSEMOLESTIECONSEQUAT VELILLUM ESSEMOLESTIECONSEQUAT VELILLUM ESSEMOLESTIECONSEQUAT VELILLUM
DOLOREEUFEUGIATNULLAFACILISIS DOLOREEUFEUGIATNULLAFACILISIS DOLOREEUFEUGIATNULLAFACILISIS DOLOREEUFEUGIATNULLAFACILISIS

View 4
4

6X]^Zk^c\Id\Zi]Zg lll#]jVlZ^#Xdb

,OREMIPSUMDOLORSITAMET CONSECTETUERADIPISCINGELIT SEDDIAM


NONUMMYNIBHEUISMODTINCIDUNTUTLAOREETDOLOREMAGNA
ALIQUAMERATVOLUTPAT5TWISIENIMADMINIMVENIAM QUS
NOSTRUDEXERCITATIONULLAMCORPERSUSCIPITLOBORTISNISLUTALIQUIPEX
EACOMMODOCONSEQUAT

$UISAUTEMVELEUMIRIUREDOLORINHENDRERITINVULPUTATEVELITESSE
MOLESTIECONSEQUAT VELILLUMDOLOREEUFEUGIATNULLAFACILISIS
Flag EXHIBITION

12.4

When placing an image on a flag design, please


ensure that it covers at least 50% of the total
surface area.

The example shown here is for visual reference


only. All flag applications should be designed
Achieving Achieving
and implemented according to their specific Together Together
location and communication requirements.

50%

Achieving Achieving
Together Together

Achieving Achieving
Together Together

Achieving Achieving
Together Together
Panel Layout EXHIBITION

12.5

The example shown here is for visual reference Bjai^eaZEVcZaAVndji



only. All panel layout applications should be
designed and implemented according to their
specific location and communication requirements.

Always use corporate colors for panel layout


background.

9djWaZEVcZaAVndji

H^c\aZEVcZaAVndji

Multiple Panel Layout EXHIBITION

12.6

The example shown here is for visual reference


only. All multiple panel layout applications
should be designed and implemented accord-
ing to their specific location and communication
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
requirements. nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad minim veniam, qus
nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex
ea commodo consequat.

Always use corporate colors for panel layout Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse
molestie consequat, vel illum dolore eu feugiat nulla facilisis.

background. All imagery should adopt the


Huawei brand core values and personality.

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, qus
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 eu feugiat nulla facilisis.

Enrich life through


Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed
communication
diam nonummy nibh euismod diam nonummy nibh euismod diam nonummy nibh euismod
tincidunt ut laoreet dolore tincidunt ut laoreet dolore tincidunt ut laoreet dolore
magna aliquam erat volutpat. Ut magna aliquam erat volutpat. Ut magna aliquam erat volutpat. Ut
wisi enim ad minim veniam, qus wisi enim ad minim veniam, qus wisi enim ad minim veniam, qus
nostrud exerci tation ullamcorper nostrud exerci tation ullamcorper nostrud exerci tation ullamcorper
suscipit lobortis nisl ut aliquip ex suscipit lobortis nisl ut aliquip ex suscipit lobortis nisl ut aliquip ex
ea commodo consequat. ea commodo consequat. ea commodo consequat.

Duis autem vel eum iriure dolor Duis autem vel eum iriure dolor Duis autem vel eum iriure dolor
in hendrerit in vulputate velit in hendrerit in vulputate velit in hendrerit in vulputate velit
esse molestie consequat, vel illum esse molestie consequat, vel illum esse molestie consequat, vel illum
dolore eu feugiat nulla facilisis. dolore eu feugiat nulla facilisis. dolore eu feugiat nulla facilisis.
Double Panel Layout EXHIBITION

12.7

The example shown here is for visual reference Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed

only. All double panel layout applications should


diam nonummy nibh euismod
tincidunt ut laoreet dolore
magna aliquam erat volutpat. Ut
wisi enim ad minim veniam, qus
nostrud exerci tation ullamcorper

be designed and implemented according to their suscipit lobortis nisl ut aliquip ex


ea commodo consequat.

Duis autem vel eum iriure dolor

specific location and communication requirements. in hendrerit in vulputate velit


esse molestie consequat, vel illum
dolore eu feugiat nulla facilisis.
Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed consectetuer adipiscing elit, sed consectetuer adipiscing elit, sed consectetuer adipiscing elit, sed consectetuer adipiscing elit, sed
diam nonummy nibh euismod diam nonummy nibh euismod diam nonummy nibh euismod diam nonummy nibh euismod diam nonummy nibh euismod
tincidunt ut laoreet dolore tincidunt ut laoreet dolore tincidunt ut laoreet dolore tincidunt ut laoreet dolore tincidunt ut laoreet dolore
magna aliquam erat volutpat. Ut magna aliquam erat volutpat. Ut magna aliquam erat volutpat. Ut magna aliquam erat volutpat. Ut magna aliquam erat volutpat. Ut
wisi enim ad minim veniam, qus wisi enim ad minim veniam, qus wisi enim ad minim veniam, qus wisi enim ad minim veniam, qus wisi enim ad minim veniam, qus
Always use corporate colors for panel layout nostrud exerci tation ullamcorper
suscipit lobortis nisl ut aliquip ex
nostrud exerci tation ullamcorper
suscipit lobortis nisl ut aliquip ex
nostrud exerci tation ullamcorper
suscipit lobortis nisl ut aliquip ex
nostrud exerci tation ullamcorper
suscipit lobortis nisl ut aliquip ex
nostrud exerci tation ullamcorper
suscipit lobortis nisl ut aliquip ex
ea commodo consequat. ea commodo consequat. ea commodo consequat. ea commodo consequat. ea commodo consequat.

background. All imagery should adopt the Duis autem vel eum iriure dolor
in hendrerit in vulputate velit
esse molestie consequat, vel illum
Duis autem vel eum iriure dolor
in hendrerit in vulputate velit
esse molestie consequat, vel illum
Duis autem vel eum iriure dolor
in hendrerit in vulputate velit
esse molestie consequat, vel illum
Duis autem vel eum iriure dolor
in hendrerit in vulputate velit
esse molestie consequat, vel illum
Duis autem vel eum iriure dolor
in hendrerit in vulputate velit
esse molestie consequat, vel illum
dolore eu feugiat nulla facilisis. dolore eu feugiat nulla facilisis. dolore eu feugiat nulla facilisis. dolore eu feugiat nulla facilisis. dolore eu feugiat nulla facilisis.

Huawei brand core values and personality.

Single Panel Layout EXHIBITION


12.8

The example shown here is for visual reference


only. All single panel layout applications should
be designed and implemented according to their
specific location and communication requirements.

Always use corporate colors for panel layout


background. All imagery should adopt the
Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet,
Huawei brand core values and personality. consectetuer adipiscing elit, sed consectetuer adipiscing elit, sed consectetuer adipiscing elit, sed
diam nonummy nibh euismod diam nonummy nibh euismod diam nonummy nibh euismod
tincidunt ut laoreet dolore tincidunt ut laoreet dolore tincidunt ut laoreet dolore
magna aliquam erat volutpat. Ut magna aliquam erat volutpat. Ut magna aliquam erat volutpat. Ut
wisi enim ad minim veniam, qus wisi enim ad minim veniam, qus wisi enim ad minim veniam, qus
nostrud exerci tation ullamcorper
suscipit lobortis nisl ut aliquip ex
nostrud exerci tation ullamcorper
suscipit lobortis nisl ut aliquip ex
nostrud exerci tation ullamcorper
suscipit lobortis nisl ut aliquip ex
ea commodo consequat. ea commodo consequat. ea commodo consequat.

Duis autem vel eum iriure dolor Duis autem vel eum iriure dolor Duis autem vel eum iriure dolor
in hendrerit in vulputate velit
esse molestie consequat, vel illum
in hendrerit in vulputate velit
esse molestie consequat, vel illum
in hendrerit in vulputate velit
esse molestie consequat, vel illum
dolore eu feugiat nulla facilisis. dolore eu feugiat nulla facilisis. dolore eu feugiat nulla facilisis.

Glossary Of Terms

Glossary Of Terms

Glossary of Terms

Branding and Production Terms


Marketing Terms
Brand Artwork Baseline
A definable set of values uniquely associated The base materials from which printing films Horizontally formatted i.e. width greater than which has been designed in a specific and
by people with a particular product, service or and plates are produced. height. distinctive way.
company trade mark.
Baseline Line spacing Type style
Brand Identity The line (not printed) on which letters sit or The space between lines of text The particular design or cut' of a typeface (e.g.
The visual ways in which a brand presents itself, align. (from baseline to baseline). roman, italic, condensed or extended).
i.e. through a distinctive name, letterform or
symbol. Bleed Letterspacing Type weight
That part of an image that extends up to and The space between individual typeface The thickness or width of a typeface (e.g. light,
Brand Positioning beyond the trimmed edge of a page. characters. regular, bold or black).
The defining and managing of what a brand
represents in the minds of customers, in relation Bromide Lowercase Typography
to the competition. An image or text in black and white, reproduced Small letters (a, b, c). The art, design and general appearance
on photosensitive paper, used in the production of printed matter using type.
Brand Values of artwork. Pantone or PMS
The essence of a brand, usually expressed in Internationally accepted color matching/ mixing Uppercase
a small number of key words, e.g. progressive, Coated/Uncoated system. Capital letters (A, B, C).
responsive and efficient. Coated is a general term used for paper on
which the surface has a mineral coating applied Point or pt Weight
Brand Signature which gives a smooth finish; uncoated paper Typographical measurement in the US and UK, (of paper stock) Weight or grammage of a sheet
A graphic device which uniquely identifies an does not have this extra coating applied. equivalent to 0.351mm. of paper, normally expressed in gsm (grammes
organisation, company, brand or product. It can per square metre).
be a combination of letterforms and a symbol. Cropping Portrait
Selecting an area of a image or illustration to fit Vertically formatted, i.e. height greater than Wordspacing
Corporate Brand into a defined space. width. The space between individual words.
Term used to describe a company or
organisation which has attained brand status. Film Print
Transparent plastic materials, usually cellulose A copy of a image on photo-sensitive paper.
Corporate Image acetate, which can be coated with light-sensitive
The mental picture people form of a company emulsion for imageic recording Proof
partly controlled by the company itself (e.g. of an image. A test print provided by the printer so you can
visual identity), and partly by external influences check quality/color etc. before asking the printer
(e.g. press and public opinion). Font to proceed with actual printing.
The complete character set of a particular
Registered Trade Mark typeface. Serif and Sanserif
A Sign capable of being represented graphically Serifs are the short, fine lines at the ends of
which distinguishes a company, product or Four color process main strokes of characters in a typeface. Sanserif
service from another. A method of printing which achieves a full color typefaces do not have serifs.
appearance in image or illustration by using the
Sub-brand four process printing colors: cyan, magenta, Stock
A distinctive element that uniquely identifies yellow and black (CMYK). Type of paper or card.
a separate product/service offer to a distinct
target customer. Gloss Tint
A shiny surface on paper or ink. The effect achieved by breaking up a color into
Tagline a percentage, using dots, which allows white
A key phrase which encapsulates what the Grid paper to show through (sometimes referred to
company does and how it does it. It can be A measuring guide set up for page layouts to as tint laying).
used in both corporate and promotional help ensure consistency, show type column
contexts. widths, picture areas etc, but are never actually Transparency
printed themselves. A imageically developed image on transparent
Visual Identity film. The term usually refers to a positive image
The sum of all the visual elements used Kerning in color, though it is also applicable to any
by a company to distinguish itself from its Increasing or decreasing the space between image on a transparent base.
competitors. individual typeface characters.
Typeface or Type
Keyline A complete set of letterforms and other
An outline which defines the size and position characters (e.g. numerals and punctuation)
of printing or non-printing image.















a,b,c

Pantone PMS

A,B,C
pt
0.351











CMYK












Visual Identity Artwork CD


=jVlZ^K^hjVa
>YZci^in<j^YZa^cZh


=jVlZ^8dgedgViZ>YZci^in<j^YZa^cZh

=J6L:>I:8=CDAD<>:H8D#!AI9#

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