Gionee Vi

GIONEE VISUAL IDENTITY
GUIDELINES
1.0Overview
About Gionee Visual Identity Guidelines Manual
Section One: Overview This section includes the introduction, principles and brand
application which will help us have a preliminary understanding of the brand logo,
the brand visual identity basic system and the application system.
Section Two: Brand Logo This section introduces key elements of the brand logo
that cannot be changed randomly. For example, the lock-up styles of the brand logo,
the definition of the brand logo and the tagline. In order to build up the consistency
of the brand identity, the regulations in the manual must be followed.
Section Three: Visual Identity Basic System Besides the brand logo, this section
introduces some key visual elements that cannot be changed randomly in the brand
visual identity system, such as colour, typography, supergraphics and imagery style.
In order to build up the consistency of the brand identity, the regulations in the
manual must be followed.
Section Four: Visual Identity Application System This section introduces elements
such as office application, environment application, and its regulations. To apply
suitable key visual elements of the brand to on various touch points can demonstrate
the exclusive visual style of Gionee, and build Gionee's brand image and brand
recognition both internally and externally.
1.01 Principles
Customers interact with Gionee via the brand logo to touch points of all kinds. We can find out the detailed standards
of each touch point from this manual to fully demonstrate our brand experience. In order to ensure the effectiveness
and consistency of the brand touch points, the following requirements need to be met during brand implementation.
1. Brand communication should be clear and attractive

Using appropriate language and visual images to communicate with our target customers.
2. Brand communication should be amicable and friendly

The content of the communication should be amicable. Negative, hard and depressing expressions should be
avoided.
3. Brand communication should be true and professional

The content of the communication should be true and effective in order to communicate the most important informa-
tion to target customers.
4. Brand communication should be innovative and passionate

The content and ways of communication should be positive and innovative.
1.02 Brand Implementation
The content in this manual includes all the critical elements that branding teams need in order to build the Gionee
brand. Consistency is of the utmost importance and no inconsistent visual elements should occur. Branding teams
need to use these tools to communicate a series of visual expressions because they can decide on the content and
the ways to communicate. We hope that the branding teams can be guided and inspired by this manual.
1. Get to know the communication audience and create communication content for them
The branding team (you) know the audience very well. So it is up to you to decide on the communication content and
the communication methods. Once you have decided on the communication content and the communication meth-
ods to be used, the manual will provid guidance and enable you to proceed with the design. Its flexible tools and the
visual design system will enable you to communicate different content to different target audiences.
2. Expand the visual system gradually

When looking at the new brand visual system for the first time, you can feel that it has a revolutionary effect and it is
completely different from the original one. All the design elements such as the modern brand logo, positive brand
images, and personalized brand graphics can all contribute to the potential development of the brand in the future.
We suggest that the visual system should evolve gradually and smoothly during the brand implementation. In addi-
tion, the new visual system should keep the feeling of reliability the original one have for customers.
3. Flexible design system

The only thing that will not change is change itself. It can be reflected in constant product innovation, perpetual
technology breakthroughs, never-ending market expansion and continuous emergence of new media. Gionee must
evolve and keep up with external changes in order to survive in changing competitive environments and meet
business demands. Therefore, we have created a visual system which is customer-made and forward-looking for
Gionee. The system is flexible enough to meet different communication requirements and make the communication
content more attractive.
2.0 Brand Logo
In today's era of smart phones and devices, it is Gionee's mission to
enable customers to communicate and exchange happily, because
Gionee believes that a smile is the starting point towards a quality life
with happiness.
When two happy and joyful people embrace one another, the smiles
on their faces are the smiles Gionee wishes to give to its consumers.
What's behind the smile is the assured quality and seamless
connection that Gionee brings to the customers.
The choice of this smile, is the choice of attitude. It is the ultimate
pursuit of joyfulness, and to embrace life that is boundless and
open-to-all.
Together with all these smiling faces, Gionee embraces life with you
and strives to move forward: to start every day with a smile, to share
everything with a smile, to support each other and to celebrate each
moment that worth a smile.
Gionee, Make Smiles.
Brand Logo
2.0 Brand logo
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2.01 Brand Logo Icon Story Brand Logo
This is a smiling face, showing the attitude of living our life with smiles;
This is a hug, showing the love of embracing each other;
This is the joyful life, pursuing inner happiness with smile and love.
06 | Gionee Visual Identity Guidelines

2.02 Brand Logo Overview Brand Logo
The brand logo lock-up, which is regarded as an important identity

element for brand promotion and corporate image communication, is a Primary brand logo communication lock-up
key component of Gionee's visual assets.
The brand logo lock-up has different versions for usage in different
communication situations: the primary brand logo lock-up and the
secondary brand logo lock-up.
The horizontal brand logo is the first choice of the primary brand logo
lock-up.
Secondary brand logo communication lock-up
Product Logo

2.03 Correct Proportion, Clear Space, and Minimum Size of Brand Logo
Brand Logo Lock-up One
Gionee Brand Logo Lock-up One is one of the primary communication logos
for Gionee's brand communication and will be taken as the primary look and Correct proportion & Clear space
feel of the brand when choosing brand logo. Brand Logo Lock-up One is a
balanced integral object, and whose shape, structure and proportion shall
not be changed during application. The consistent use of the brand logo
contributes to the uniformity of the brand, which makes the brand easier to
identify. This page shows the correct proportion, clear space and minimum
size of Brand Logo Lock-up One.
2X X 2X 2X
Do not create the brand logo yourself. Please access the digital artwork file X 2X
in the disk in the actual application.
6X Mid line
Correct proportion
X represents the width of the eye of the smiling face icon of the brand logo.
5X 21.5X
The width and height of the brand logo are 28.5 X and 6X respectively. 2X 2X
Clear space
In order to communicate the brand logo more clearly and effectively, it must
keep a minimum amount of space for its rim. This space is called the clear
space, and no characters, symbols or other shape elements should appear
in it.
In the brand logo, the width and height of the clear space are all 2x. When
the size of the brand logo changes, the size of the clear space will change
accordingly.
Minimum Size
The minimum size of the brand logo in all kinds of printing materials is shown
in the images. The height of the logo is 3mm. If the height of the brand logo Minimum Size
is smaller than 3mm, it will be hard to recognize and therefore it will be
NN
difficult to print out the text and images of the brand logo.

Brand Logo Lock-up Two
Gionee Brand Logo Lock-up Two is a balanced integral object. No shape,

structure or proportion should be changed in the application process. The Correct proportion & Clear space
consistent use of the brand logo contributes to the uniformity of the brand,
which makes the brand easier to identify. This page shows the correct
Mid line
proportion, clear space, and minimum size of Brand Logo Lock-up Two.
Do not create the brand logo yourself. Please access the digital artwork file
Correct proportion
The width and height of the brand logo are 14x and 9.8x respectively.
Clear space
In order to communicate the brand logo more clearly and effectively, the
brand logo must keep a minimum amount of blank space for its rim. This
space is called the clear space and no characters, symbols or other shape
elements should appear in it.
In the brand logo, the width and height of the logo are all 2x. When the size
of the brand logo changes, the size of the clear space will change
accordingly.
Minimum Size
The minimum size of the brand logo in all kinds of printing materials is shown
in the picture. The height of the brand logo is 5mm. If the height of the brand
logo is smaller than 5mm, it will be hard to recognize and therefore it will be
difficult to display the text and the images of the brand logo.
Minimum Size
NN

2.05 Correct Proportion and Clear Space of Product Logo Brand Logo
Product logo is a balanced integral object. No shape, structure or proportion

should be changed in the application process. The consistent use of the Correct proportion
brand logo contributes to the uniformity of the brand, which makes the brand
easier to identify. This page shows the correct proportion of Gionee product 2.5X X 1.5X 1.5X X 2.5X
logo.
Do not create the brand logo yourself. Please access the digital artwork file 2.2X

X
Correct proportion
X
X
The width and height of the brand logo are all 10x. 10X
3X
1.8X
10X
Ø=1/4X

2.06 Incorrect Application of Brand Logo Brand Logo
All the brand logos must be used carefully to ensure its specificity,
seriousness and visual consistency. Common mistakes that appear in the Graphical representation one Graphical representation four
brand logo application are listed on the right hand side. Please avoid using
the brand logo in these ways.
Graphical representation one
The positional relation of the elements in the brand logo cannot be changed.
Graphical representation two
No whole brand logo or any parts of the brand logo can be enlarged,
compressed or rotated.
Graphical representation three
Graphical representation two Graphical representation five
No colours other than the colours specified for the brand logo can be used.
Graphical representation four
Do not add any borders or shading to any parts of the brand logo.
Graphical representation five
The brand logo should not be in an incorrect typeface or be placed inside
any graphics.
Notes: The specifications on this page are also applied in the application of other brand
logo lock-ups.
Graphical representation three

2.07 Colour Specifications of Brand Logo Brand Logo
Keeping a consistent brand colour can make the brand more attractive and
communicate specific emotional elements of the brand. Brand Logo Colour
The brand logo colour can be displayed in three colour standards: Pantone,
CMYK and RGB, which are suitable for all communication materials
including print Ads, television Ads, add-ons, and digital media.
Gionee orange
CMYK 0/70/100/0 Pantone 1505C RGB 255/105/0
(CMYK) are suitable for printing ad booklets, magazines, leaflets, fold-out
PANTONE 1505 C C0 M0 Y0 K80
booklets and other communication materials. Pantone is suitable for media C0 M70 Y100 K0 R87 G87 B87
materials such as name cards, letterheads, envelopes, magazines and R255 G105 B0 WEB #575757
WEB #FF6900
add-ons. RGB is suitable for digital media.
Gionee black
CMYK 0/0/0/80 RGB 87/87/87

2.08 Background Colour Control of Brand Logo Brand Logo
When applying the brand logo on the background with different chromas or
images, attention should be paid to the contrast of different colours and the Brand logo on different grey backgrounds
contrast of different brightness levels. When the chromas of the logo and the
background are similar, changes need to be made to make them more
distinctive from one another. When the brightness levels of the logo and the
background are similar, changes also need to be made to make them more
distinctive from one another.
Brand logo on different grey backgrounds
, , , ,
This page shows the application of the brand logo on a grey background
with different brightness levels for the user's reference. The user can
measure the brightness by using the colours provided as a reference. The Brand logo on a picture background
brightness of the background must be strictly controlled. A brand logo on a
background whose grey level is under K30 can be recognized easily.
Brand logo on a picture background
When the brand logo is on top of a picture, please ensure there is enough
difference in colour and brightness between the logo and the background to
ensure the logo is clear and easily recognized.
Brand logo application on background with high brightness and brand
logo in white
Brand logo application on background with high brightness and brand logo in white
There should be enough colour difference between the logo and the
background when the background is of pure colour. When the grey level of
the background is above K30 or the background is too dark, the logo must
be in white so that it can be recognized easily.

2.09 Incorrect Application of Brand Logo on Background Brand Logo
When applying the brand logo on the background with different chromas or
images, attention should be paid to the contrast of different colours and the Incorrect application of brand logo on grey backgrounds
contrast of different brightness levels. When the chromas of the logo and the
background are similar, changes need to be made make them more
distinctive from one another. When the brightness level of the logo and the
background are similar, changes also need to be made to make them more
distinctive from one another.
Incorrect application of brand logo on grey backgrounds
If a brand logo on a background whose grey level is above K30, the brand
logo cannot be recognized easily. Consequently, it will not be contributive to
the brand communication. Therefore, the colour value of the grey Incorrect application of brand logo on a picture background
background must be strictly controlled.
Incorrect application of brand logo on a picture background
If the brand logo is applied on a background whose colour and brightness
are similar to those of the logo, this will make the brand logo difficult to
recognize.
Incorrect application of brand logo on bright background and incorrect
application of logo in white
When the logo is applied on the background with a single colour, it must be
Incorrect application of brand logo on bright background and incorrect application of logo in white
ensured that the colour difference between the logo and the background is
sufficient enough for the logo to be easily identified. The logo needs to be in
white to make it visible when the grey level of the background is above K30
or if the background is dark.

2.10 English Tagline Story Brand Logo
A beautiful life comes from sharing our happiness anytime anywhere, comes
from the joy of listening to your voice from a thousand miles away, comes
from taking a picture of the moment we hug each other. It is seeing your
smile in the sunshine.
For a smile, we empower ourselves with technology to create smart
products; for a smile, we ensure superior quality by attending to every detail;
for a smile, we offer seamless user experience by constant improvement.
With many smiling faces, we share every joyful moment in our lives.
Smart experience by technology; a life of smile with joy of sharing.
GIONEE, Make Smiles.

2.11 Specification of English Tagline Brand Logo
The typography of the Gionee tagline is an exclusive typography whose

proportion, structure and shape should remain unchanged. The sentence in Typeface structure
the tagline should not be broken up.
The typography of English tagline "Make Smile": Source Han Sans, There
should be one space between the two words.
The colour of the tagline is C0 M0 Y0 K80
1 No typography should be changed
2 No typographic colours should be changed
3 No typographic shapes should be changed
One Space
4 No spaces between sentences should be changed Typeface colour
$.:,
5 The tagline should be written on the same line
Incorrect application of tagline
Make Smiles


Horizontal Brand Logo and English Tagline
In order to ensure the consistency of the brand logo and make it easier to
identify, this page shows the correct proportion, clear space and minimum Correct proportion & Clear space
size of the brand logo and the tagline. 0.4X
X 2X 㼆룅絁
The relation between the brand logo and the tagline is different from a X
relation where the sub-brand has a strong endorsement from the mother
brand. 6X
Correct proportion 2X
X represents the width of the eye of the smiling face of the brand logo. When
the brand logo and tagline are arranged vertically, the width is 28.5X. The 5X 21.5X
width of the tagline is approximately the distance between the "G" and the
first "E" of the wordmark (as shown in the picture on the right). When they are
arranged horizontally, the height is 6X. The height of the tagline is the height
of "G" in the wordmark (as shown in the picture on the right).
0.4X
㼆룅絁
Clear space X 2X
In order to communicate more clearly and effectively, there should be a

6X
minimum amount of space between the brand logo and the tagline. This Minimum
spacing
space is called the clear space and no characters, symbols or other shapes
should appear in this area. When the brand logo and the tagline are 5X 21.5X 5X
arranged vertically, the minimum clear space is 2X. When they are arranged
horizontally, the minimum clear space is 5X. When the size of the brand logo Minimum size
changes, the size of the clear space will change accordingly.
Minimum size NN
The minimum size of the brand logo and the tagline in all printing materials is
shown in the picture. When the brand logo and the tagline are arranged
vertically, the height is 5mm. When they are arranged horizontally, the height NN
is 3mm. If the size is smaller than the above-mentioned size, it will be hard to
identify the tagline and therefore it will be difficult to display the text and the
images of the tagline.

Vertical Brand Logo and English Tagline
In order to keep the consistency of the brand logo to make it easier to

identify, this page shows the correct proportion, clear space and minimum Correct proportion & Clear space
size of the brand logo and the tagline.The relation between the brand logo Mid line Mid line
and the tagline is different from a relation where the sub-brand has a strong X
5X
X
5X
endorsement from the mother brand.

Correct proportion
6X 6X
X represents the width of the eye of the smiling face of the brand logo. When
the brand logo and tagline are arranged vertically, the width is 14X. The
centre of the tagline is in line with vertical brand logo lock-up (as shown in 1.5X
the picture on the right), the width of the tagline is approximately the
distance between the "I" and the first "E" of the wordmark (as shown in the
picture on the right). When the brand logo and tagline are arranged 1.5X
Minimum
horizontally, the height of the tagline is the height of the "G" in the wordmark spacing
14X 14X 5X
(as shown in the picture on the right).
Clear space
In order to communicate more clearly and effectively, there should be a
minimum amount of space between the brand logo and the tagline. This
space is called the clear space and no characters, symbols or other shapes
should appear in this area. When the brand logo and the tagline are
arranged vertically, the minimum clear space is 1.5X. When they are Minimum size
arranged horizontally, the minimum clear space is 5X. When the size of the
brand logo changes, the size of the clear space will change accordingly.
Minimum size
The minimum size of the brand logo and the tagline in all printing materials is NN
shown in the picture. When the brand logo and the tagline are arranged NN
vertically, the height is 10mm. When they are arranged horizontally, the
height is 5mm. If the size is smaller than the above-mentioned size, it will be
hard to identify the tagline and therefore it will be difficult to display the text
and the images of the tagline.

2.14 Positional Relation Between Brand Logo and English Tagline in the Layout Brand Logo
(Take secondary horizontal communication logo lock-up as an example)
The area where the brand logo and the tagline is located called the brand
logo information area. This page only shows the position of the brand logo Positional relation in an A4 layout.
information area in the layout. The A4 layout is used here as an example.
The relation between the brand logo and the tagline is different from a
relation where the sub-brand has a strong endorsement from the mother
Minimum
brand. Based on real application (if the tagline is unclear due to the spacing
information in the layout), the tagline can be moved within the red area.
To standardize the layout design, the width of the brand logo's smiling face
icon in the example represents unit X in order to standardize the important
elements and their proportional relations.
Minimum
spacing

2.15 Positional Relation Between Brand Logo & English Tagline and Brand Logo
Other Logos
In order to ensure the consistency of the brand logo and the make brand
easier to identify, this page shows the positional relation between the brand
logo and other logos.
The positional relation between the brand logo and other logos is different
0.4X
from a relation where the sub-brand has a strong endorsement from the X 2X
5X 5X
mother brand. During actual application, please plan the positional relation
between the brand logo and other logos according to the communication
requirements. 6X
Other brand logos keep in the centre horizontally in line with the brand logo,
and the distance between other logos and the brand logo is 10X.
When the brand logo is in line with other logos, they are separated by a 5X 21.5X
vertical black line. This line is called the separating line. It is directly in the 5X 5X
middle of the brand logo and other logos, and the width of the line is X/7. X/7
The size of the line changes with the change of the Gionee Brand Logo
Lock-up size. The line should be no smaller than 0.5pt.

3.0 Basic System
The brand basic system is the foundation of the brand visual
expression. Each element plays a unique role in building up brand
image, and performs different brand communication tasks. Among all
the missions, the brand colour application will be carried out
throughout the whole system and will be regarded as important
identity elements for enriching the brand's overall visual expression.
The brand visual elements can visually express our brand idea and
reflect our brand commitment in order to achieve a consistent and
unique brand image.
Therefore, please read the manual thoroughly before designing
brand-related applications. Plan the design by referring to the
standard documents for the key visual elements in order to keep the
brand image communication consistent.
Basic System
3.0 Visual Identity Basic System
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3.01 Overview of Visual Elements Basic system
The key visual elements of the brand visual identity system include:
Brand logo Brand logo Tagline
The Brand logo shown on the right hand side is the preferred brand
logo for brand promotion and corporate image communication. This
combination is the most important part of the Gionee brand's visual
assets.
Brand Colour
Tagline
The tagline is an important part of the brand's visual identity. It further
explains the brand idea and builds up a brand image which is
consistent both internally and externally. Generally, the brand logo and
brand Tagline are used simultaneously.
Brand Colour Brand Image
Keeping a consistent brand colour can make the brand more attractive
and can help to communicate exclusive emotional elements of the
brand.
Brand Image
The Gionee brand image consists of characters of business occasions,
daily life, in studio environment, with activities and products. These
elements make up the unique pictorial world of the Gionee brand. All
images should communicate the brand personality which are warm,
lively and confident.
Brand Typography
Brand Typography
All Chinese text in the Gionee brand's visual image system should be in 5IF$IJOFTF#SBOE5ZQPHSBQIZPG(JPOFFJT4PVSDF)BO4BOT The exclusive english font of Gionee is Helvetica (Light)
5IF$IJOFTF#SBOE5ZQPHSBQIZPG(JPOFFJT4PVSDF)BO4BOT The exclusive english font of Gionee is Helvetica (Regular)
5IF$IJOFTF#SBOE5ZQPHSBQIZPG(JPOFFJT4PVSDF)BO4BOT
Source Han Sans and all the English should be in Helvetica
The exclusive english font of Gionee is Helvetica (Bold)
Notes: All the images in this manual are for presentation purposes only and Gionee
does not own copyright of all the images. If you require the copyright, please
purchase it.

3.02 Brand Colour Specifications Basic system
Primary colours of the brand

Brand colours are chosen from brand logo colours. The brand logo Primary colours of the brand
colours are widely used in communication and they are vital for
improving the Gionee brand's look and feel. These colours are widely
used in all communication media including stationery, printing
materials, Ads, multi-media, office environment and add-ons.
Secondary colours of the brand PANTONE 1505 C C0 M0 Y0 K80
C0 M70 Y100 K0 R87 G87 B87
Secondary colours are used with primary colours to make Gionee's R255 G105 B0 WEB #575757
visual expressions more attractive. WEB #FF6900
Generally, no other colours can be used in Gionee's designs besides

Gionee's primary colours and secondary colours. Secondary colours of the brand
PANTONE 166 C PANTONE123 C White

C0 M76 Y100 K0 C0 M20 Y89 K0
R227 G82 B5 R255 G199 B44
WEB #E35205 WEB #FFC72C
C0 M0 Y0 K90 C0 M0 Y0 K60 C0 M0 Y0 K40 C0 M0 Y0 K20

R60 G60 B60 R135 G135 B135 R178 G178 B178 R218 G218 B218
WEB #3C3C3C WEB #878787 WEB #B2B2B2 WEB #DADADA

3.03 Special Colour Specifications Basic system
Special colors
Besides primary colours and secondary colours, special colours should
be used as accessories for special materials and processes, such as
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materials and processes for clothing, gifts and packaging.
PANTONE 871 C
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PANTONE 8382 C
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PANTONE 877 C
(SFZ4UBNQJOH(SFZ1SJOUJOH4DSFFOQSJOUJOH
PANTONE Cool Gray 11 C
8IJUF4UBNQJOH8IJUF1SJOUJOH4DSFFOQSJOUJOH
White

3.04 Brand Imagery Overview and Style Basic system
Pictures are the key elements of brand visual identities. Picture styles
have a direct impact on our understanding of the emotions the brands Business characters Characters in daily lives
want to express. When choosing images, attention needs to be paid to
the brand positions and communication topics.
characters of business occasions, daily life, in studio environment, with
activities and products. These elements make up the unique pictorial
world of the Gionee brand. All these images should communicate the
brand personality which are warm, lively and confident.
Style definition of images with scenes
The pictures express warm and natural moments in the lives of young
Studio characters Activity scenarios
people. The characters in the images all have true and natural facial
expressions and they are all attractive and confident. The background
scenes are simple with a clear focus and the background can give the
audience a feeling of depth and perspective between different objects.
Style definition of studio images
The picture has a clear focus. Additionally, the actions and expressions
of the characters in the images are natural. The picture is full of
dynamics and the background is vivid and simple with a special focus
on the topic.
Products
Style definition of product images
The photos aim to show off the superior characteristics of the products.
The photos may show how users feel when using the products, or they
may also focus solely on the products themselves.
does not own copyright of all the images. If you need the copyright, please
purchase it.

3.05 Brand Images / Business Characters Basic system
Business Characters
The people in these images are shown working happily in business
situations. We can capture these amicable moments with the natural,
genuine, confident and appealing expressions of the characters.
The background scenarios are simple with a clear focus, and the
background can give the audience a feeling of depth and perspective
between different objects.
purchase it.

3.06 Brand Images / Characters in Daily Life Basic system
Characters in daily life

The images express warm and natural moments in the lives of young
expressions and they are all attractive and confident.
The background scenarios are simple with a clear focus, and the
purchase it.

3.07 Brand Images / Photo Studio Characters Basic system
Photo studio characters

The picture has a clear focus. Additionally, the actions and expressions
of the characters in the images are natural.
The picture is full of dynamics and the background is vivid and simple
with a special focus on the topic.
purchase it.

3.08 Brand Images / Snapshots of Activities Basic system
Characters in Snapshots
The images express warm and natural moments in the lives of young
expressions and they are all attractive and confident.
The background scenes are simple with a clear focus, and the
purchase it.

3.09 Brand Images / Products Basic system
Products
The photos aim to show off the superior characteristics of the products.
The photos may show how users feel when using the products, or they
may also focus on the products themselves.
Please ensure the background setting is simple and the product
features are strongly highlighted.
purchase it.

3.10 Overview of the Brand Supergraphics Basic system
The supergraphics are sourced from Gionee's brand logo and play a
very important role in the basic system and are visually interconnected
with the brand logo and the whole brand image, which breathe life into
the brand logo.
Brand Supergraphics One - Application Guidelines
These graphics have been developed from the brand logo and are
used mainly for the brand communication system, interactive
multimedia system, and environment system.
Brand Supergraphics Two – Application Guidelines
These graphics were derived from Brand Supergraphics One and are
used mainly for the brand communication system, interactive
multimedia system and environment system.
Brand Supergraphics One - Application Guidelines Brand Supergraphics Two – Application Guidelines
Brand Supergraphics Three - Application Guidelines
These graphics were developed from both Brand Supergraphics One
and Two, in which the lip of the brand logo smiling sign has been
replaced with real objects to show a smiling icon, in order to convey a
specific message. They are also mainly used for the brand communica-
tion system, interactive multimedia system and environment system.
Brand Supergraphics Four - Application Guidelines
These graphics use objects to form a smiling face and are mainly used Brand Supergraphics Three - Application Guidelines
for office stationery.
Brand Supergraphics Four - Application Guidelines

3.11 Guideline for Creating the Brand Supergraphics I Basic system
The related guidelines shall be specified on this page regarding the

creation of the supergraphics in order to unify the brand's look and feel.
Centreline Centreline Centreline Centreline
Therefore, please apply the guidelines accordingly.
X 7X X 7X X 7X X 7X
Build applicable areas for the graphs based on the brand logo;
X X X X
The area in Blue is for the eyes outline and must be in a fixed position;
The area in Red is for the lips outline and must not be larger than the
specified area;
7X 7X 7X 7X
These graphics are mainly used for the brand communication system,
interactive multimedia system, and environment system.
Centreline Centreline Centreline Centreline
X 7X X 7X X 7X X 7X
X X X X
7X 7X 7X 7X

3.12 Guideline for Creating the Brand Supergraphics II Basic system
The curve of the lips is based on the brand logo;

1.5≤The proportion rate between the curve diameter and the
height/width of the object< 15
These graphics are mainly for the outer packaging design and for
office stationery.
Centreline
X 7X
1.5≤The proportion rate between the curve diameter

and the height/width of the object< 15
7X

3.13 Guideline for Applying the Brand Supergraphics One Basic system
Guideline for Applying the Brand Supergraphics One

The graphics are developed from the brand logo which can be shown Correct Application Application examples
in the application as a whole or in part. However, a smiling face (both

eyes and lips) must be shown - this is a fundamental rule.
The graphics are mainly used for the brand communication system,
Incorrect Application
Unclear information Too partial Too fragmented Unclear information

communication communication

3.14 Guideline for Applying the Brand Supergraphics Two Basic system
Guideline for Applying the Brand Supergraphics Two

These graphics were derived from Brand Supergraphics One and can Correct Application Application examples
be shown in the application as a whole or in part. However, a smiling

face (both eyes and lips) must be shown - this is a fundamental rule.
Too partial Unclear information Too fragmented Negative information

communication

3.15 Guideline for Applying the Brand Supergraphics Three Basic system
Guideline for Applying the Brand Supergraphics Three

These graphics were developed from Brand Supergraphics One and Correct Application Application examples
Two , in which the lips outline has been replaced with real items or
objects to convey specific messages.
Unclear Expression Expression of pessimistic Upside down graphic .PEJFETVQFSHSBQIJDT

information

3.16 Guideline for Applying the Brand Supergraphics Four Basic system
Guideline for Applying the Brand Supergraphics Four

These graphs use objects to represent a smiling face. The details of the Correct Application
sizes/specifications of the curves can be found in 3.12 Guideline for
Creating the Brand Supergraphics II.
These guidelines are mainly applied on exterior packaging or office
stationery.
Application Examples
Gionee Communication Equipment Co., Ltd. Shenzhen

32F, Tower A, East Pacific International Center,
7888, Shennan Avenue, Futian District,
Shenzhen, China 518040

3.17 Brand Typography Basic system
The Chinese Brand Typography is the Source Han Sans Series and the
English Brand Typography is Helvetica.
Helvetica Light Regular Bold
The Chinese Brand Typography is square and even, characterized with
horizontal and vertical strokes which are evenly sized, well-structured,
ABCDEFGHIJKLM ABCDEFGHIJKLM ABCDEFGHIJKLM
widely-used and clearly legible.
NOPQRSTUVWXYZ NOPQRSTUVWXYZ NOPQRSTUVWXYZ
abcdefghijklm abcdefghijklm abcdefghijklm
The typography, which is modern and neat, easily-recognizable, and nopqrstuvwxyz nopqrstuvwxyz nopqrstuvwxyz
can be easily processed in graphic design, has a strong international 1234567890 1234567890 1234567890
touch which adds to its sense of modernity and sense of fashion, thus
reflecting the style of the brand's original visual image.
4PVSDF)BO Light Regular Bold

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䙼彂禹⴩㶶⡤ 䙼彂禹⴩㶶⡤ 䙼彂禹⴩㶶⡤
㶶⡤倰姻⺣獦疴歘埇䎂画㶶⡤倰姻⺣獦疴歘埇䎂画㶶⡤倰姻⺣獦疴歘埇䎂画

湬疴鶺㖲♧磦絈絕匬ꄀ湡湬疴鶺㖲♧磦絈絕匬ꄀ湡湬疴鶺㖲♧磦絈絕匬ꄀ湡
⚚㺙䎾欽薴㔵䎛岌 ꄀ湡僒 ⚚㺙䎾欽薴㔵䎛岌 ꄀ湡僒 ⚚㺙䎾欽薴㔵䎛岌 ꄀ湡僒
✵ꢓ靀կ ✵ꢓ靀կ ✵ꢓ靀կ
㶶⡤굥呔梡➿皍峇 霋ⵆ䚍㶶⡤굥呔梡➿皍峇 霋ⵆ䚍㶶⡤굥呔梡➿皍峇 霋ⵆ䚍
䔂僒㕃䕎⻊㢅椚㕂꣢䠭䔂僒㕃䕎⻊㢅椚㕂꣢䠭䔂僒㕃䕎⻊㢅椚㕂꣢䠭
䔂կ 䔂կ 䔂կ

3.18 System Typography Basic system
The System Typography can be used for the brand when the Brand
Typography cannot be applied in certain cases.
Myriad Regular Bold
The System Typography is Black Bold for Chinese Characters and
Myriad Series for English.
ABCDEFGHIJKLM ABCDEFGHIJKLM
NOPQRSTUVWXYZ NOPQRSTUVWXYZ
abcdefghijklm abcdefghijklm
nopqrstuvwxyz nopqrstuvwxyz
1234567890 1234567890
Black Bold Light Regular
金立中文通用字体为金立中文通用字体为
黑体系列字体黑体系列字体
字体使人易于阅读由于其字体使人易于阅读，由于其

醒目的特点常用于标题导醒目的特点，常用于标题，导
语标志等等黑体字体是打语，标志等等。
黑体字体是打
印经常用的字体之一一般印经常用的字体之一，一般
用于印刷书面报告等比较用于印刷、书面报告等比较
正式的场合多用于标题或正式的场合，多用于标题或
标识重点标识重点。

4.0 Application System
The design and planning for the application system must draw
inspiration from the brand's attributes first. The functions of the
communication and the brand's features are considered when
deciding what visual elements to use for the application design, in
order to represent an exclusive and cheerful atmosphere that only
Gionee can create for us, thus ultimately building Gionee's internal
and external image and popularity.
Please ensure that the application design is based on the brand logo
and basic system guidelines. The application system design can be
referred to in this manual for further design and for planning of the
brand's extended application, so as to effectively make the brand
more recognizable.
Application System
4.0 Visual Identity Application System
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4.01 Description of Basic Elements for the Advertising System Application System
This page shows the way in which the basic elements of the Gionee
advertising system will be displayed in the layout, as shown in the horizontal
Ad layout example here.
The basic elements of the Gionee advertising system include the brand
logo, tagline, title, main text, brand images and web address.
Brand logo
F103
The brand logo can be adjusted according to different layout designs.
Brand images
Brand images are composed of supergraphics and the brand image, the
style of which can be switched to suit different requirements of different
themes.
Titles
The titles can be placed in the upper part or in the lower part of the brand
image, and titles can also be written on more than one line.
Main text
The main text is to be printed under the tile area. The information area can
be shown or hidden according to the different layouts.
Web address
The web address is one of the main visual elements for advertising which is
usually shown under the main text.

4.02 Positional Relation of the Brand Logo in a Generic Layout Application System
The positional relation of the brand logo in a generic layout is shown on this
page for the purpose of unifying the brand logo and achieving better brand
recognition.
In general, placing the brand logo in the upper right of the layout is the first
option. The lower left of layout can be chosen only in special cases when the
whole layout design has certain restrictions.
Locations in the layout
The brand logo usually appears at the upper right hand side. The distance
between the brand logo edge and the upper edge of the layout should be
equal to the width of the brand logo. The distance between the brand logo
edge and the right edge of the layout should also be equal to the width of
the logo.
The brand logo may appear at the lower left of the layout in special cases.
The distance between the brand logo edge and the upper edge of the
layout should be equal to the width of the brand logo. The distance between
the brand logo edge and the left edge of the layout should also be equal to
the width of the logo. QMBDJOHUIFCSBOEMPHPJOUIFVQQFSSJHIUPGUIFMBZPVU QMBDJOHUIFCSBOEMPHPJOUIFMPXFSMFGUPGMBZPVU

4.03 Sizes of the Brand Logo in a General Layout Application System
This page displays the size of the Brand Logo Lock-up with Tagline on
layouts with different dimentions.
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the current layout. VQQFSFEHFPGMBZPVU SJHIUFEHFPGMBZPVU
Please access the digital artwork file in the disk in the actual application.
A6 105X148.5mm 32.5mm(w) 1X 1X 10.5pt
Fold-out Booklet 95X210mm 40mm(w) 1X 1X 13pt
A5 148.5X210mm 46mm(w) 1X 1X 15pt
A4 210X297mm 65mm(w) 1X 1X 21pt
A4(Cover) 210X285mm 65mm(w) 1X 1X 21pt
A3 297X420mm 90mm(w) 1X 1X 29pt
A2 420X594mm 125mm(w) 1X 1X 40.5pt
A1 591X811mm 183mm(w) 1X 1X 59pt
Outdoor Ad 3:1≤W:H≤5 1 X=1/6H Center
Outdoor Ad 1:3 W:H 1:5 X=1/5W Center

Note: X is a variant, and the specific value shall be the width of the brand logo for the current layout.
4.04 Ad Layout Overview Application System
All the basic templates for the Gionee ad system are included on this page.
The design of all levels of Ginoee's communication functions are based on
these basic templates.
The following are several application cases for the basic templates. The
basic templates can be applied to all levels of ad design. However, the
application guidelines for the different levels should be respected for the Pictures and text area Pictures and text area
correct selection and adjustment of the design. Pictures and text area Pictures and text area
Generic vertical version Generic horizontal version
Pictures and Pictures and Pictures and Pictures and Pictures and Pictures and
text area text area text area text area text area text area
Fold-out Booklet (Three Pages)
Digital Ad

4.05 Production Procedures for the Ad Layout Application System
The production procedures for the ad layout are shown on this page with an
A4 layout as an example.
Step one: Determine the sizes of the ad layout in actual cases
Step two: Determine the sizes of the brand logo in the ad layout and the
width of the brand logo in order to further determine the sizes and the
positioning of the tagline, picture and text areas.
Step three: Determine the theme concept of the advertising communica-
tion.
Step four: Select and create brand images which are compatible with
the advertising's theme concept.
Step five: Add brand graphics or the combination of graphics and
images according to the guidelines.
Step six: Add other information to the layout such as the main text, web
address and introductory contents.

4.06 Application Templates for Generic Vertical Ad Layout Application System
The templates for the generic vertical ad layout are listed on this page and
show us how to carry out the ad layout design flexibly using key elements.
Please try to extract the artwork file and choose the existing templates as
much as possible and arrange each element according to the recommend-
ed locations and proportions in the guidelines.
The width of the brand logo' icon is used as a measurement unit to
standardize the location and the proportional relationship between each
important element in order to achieve a better layout design.
The layout is to be divided into a brand logo information area, and a brand
image and text area.
Brand logo information area

The brand logo usually appears at the upper right of a layout; the distance
between the edge of the brand logo and the upper edge of a layout is X.
The distance between the edge of the brand logo and the right edge of a
layout is also X ( X is the width of the brand logo's icon).
Brand Images
Select and produce the brand images by referring to the guidelines of Brand
Imagery Style in the Brand Identity Basic System.
Titles
Chinese typography: Source Han Sans Black Bold; English typography:
Helvetica. The sizes of the typeface can be adjusted to suit the actual
contents and meet the aesthetic standards of different layout designs.
Main text
Chinese typography: Source Han Sans Black Bold; English typography:
Web Address
English typography: Helvetica

4.07 Application Examples of Generic Vertical Ad Layout Application System
The application examples of the generic Vertical ad layout are listed on this
page. Please try to extract the artwork file and choose the existing templates
as much as possible and arrange each element according to the
recommended locations and proportions in the guidelines.

4.08 Application Templates for the Generic Horizontal Ad Layout Application System
The templates for the generic horizontal ad layout are listed on this page
showing us how to carry out the ad layout design flexibly using key
elements. Please try to extract the artwork file and choose the existing
templates as much as possible and arrange each element according to the
The width of a brand logo's icon is used as a measurement unit to

standardize the location and the proportional relationships between each
important element in order to achieve a better layout design.
The layout is to be divided into a brand logo information area and a brand
image and text area.
Brand logo information area

The brand logo appears at the lower left of a layout; the distance between
the edge of brand logo and the lower edge of a layout is X. The distance
between the edge of the brand logo and the left edge of the layout is also X
(X is the width of the brand logo's icon).
Brand Images
Select and produce the brand images by referring to the guidelines of Brand
Imagery Style in the Brand Identity Basic System.
Titles
Chinese typography: Source Han Sans Black Bold; English typography::
Main text
Chinese typography:: Source Han Sans Black Bold; English typography::
Web Address
English typography: Helvetica

4.09 Application Examples of the Generic Horizontal Ad Layout Application System
The application examples of the generic horizontal ad layout are listed on

this page. Please try to extract the artwork file and choose the existing
templates as much as possible and arrange each element according to the

4.10 Business Card Application System
Brand logo on Business Card

Width: 32.5mm
Typography for the business card: Helvetica Light

Sizes of the corporate name: 5pt
Name: 5pt (English)
Address and other information: 5pt
Sizes: W85mm/H54mm
Print Colour: Front 1 Black Plus 1 Spot color , Back 1 Spot color
Paper: Antalis, Conqueror Smooth Wove, Brilliant White 300g
Process: Die cut
Please make sure the digital artwork files attached to these guidelines are used in the
production of the application project shown on this page.

4.11 Letterhead Application System
Brand logo
Width: 53mm
To the upper edge of the letterhead: the distance is an X which is the width of
the Gionee icon.
To the right edge of the letterhead: the distance is an X which is the width of
the Gionee icon.
Letterhead Typography: Helvetica Light

Sizes: W210mm/H 297mm

Print Colour: 1 Black Plus 1 Spot color
Paper: Antalis, Conqueror Smooth CX22, Diamond White 120g
Process: Cutting
Please make sure the digital artwork file attached to these guidelines are used in the

4.12 Envelope DL Application System
Brand Logo
Width: 54mm
To the left edge of the envelope: 12mm
To the top edge of the envelope: 12mm
Letter Typography: Helvetica Light (English)

Sizes: W220mm/H110mm
Print Colour: Single Side1 Black Plus 2 Spot colors
Paper: Imported double gummed paper
Process: Die cut and Paperhanging

4.13 Envelope C5 Application System
Brand logo
Width: 65mm
Letter Typography: Helvetica Light (English)


4.14 Envelope C4 Application System
Brand logo
Width: 75mm
Letter Typeface: Helvetica Light (English)


4.15 PPT Template 4:3 Application System
A PPT template consist of the cover page, contents page, title page,
contents and back cover page. Only some of the pages are shown here and
please make sure the PPT template's electronic documents are used. Cover Cover contents
page page page
PPT sizes: 254 x 190.5mm (4:3)
Please make sure the digital artwork file attached to these guidelines are
used in the production of the application project shown on this page.
Notes: All images in this manual are for presentation purposes only and Gionee does not
have copyright of all the images. If you need the copyright, please purchase it.
Title Title Title

page page page
Contents Contents Back

cover
page

4.16 PPT Template 16:9 Application System
A PPT template consist of the cover page, contents page, title page,
Cover page Cover page Contents page
contents and back cover page. Only some of the pages are shown here and
please make sure the PPT template's electronic documents are used.
Contents
PPT sizes: 254 x 143mm (16:9)
Title is here Title is here 01. Here is a directory
02. Here is a directory
Please make sure the digital artwork file attached to these guidelines are Subtitle
Title: Jin LI Presenter: Name
used in the production of the application project shown on this page. Title: Jin LI Presenter: Name 04. Here is a directory
Notes: All images in this manual are for presentation purposes only and Gionee does not Title: Jin LI Presenter: Name Time: 20th Aug 2015
Title page Title page Title page
Title is here
Subtitle
Title is here
Subtitle
Title is here
Subtitle
Title: Jin LI Presenter: Name Time: 20th Aug 2015 Title: Jin LI Presenter: Name Time: 20th Aug 2015 Title: Jin LI Presenter: Name Time: 20th Aug 2015
Contents Contents Back cover page
Title is here Title is here THANK YOU

12345ab 20%
Here is the text information area, illustrates the text layout mode, this
section does not have the actual correct information to convey information
23588b 20%
role. Font size and line spacing are for reference only, can be adjusted
accordingly in practice. Here is the text information area, illustrates the text 23588b 60%
layout mode, this section does not have the actual correct information to
convey information role. Font size and line spacing are for reference only,
can be adjusted accordingly in practice. 23588b 60%
Here is the text information area, illustrates the text layout mode, this section does not have the actual correct information to
convey information role. Font size and line spacing are for reference only, can be adjusted accordingly in practice. Here is the text
23588b 60%
information area, illustrates the text layout mode, this section does not have the actual correct information to convey information
role. Font size and line spacing are for reference only, can be adjusted accordingly in practice.
Title: Jin LI Presenter: Name Time: 20th Aug 2015 Title: Jin LI Presenter: Name Time: 20th Aug 2015

4.17 Corporate Brochure Application System
The design of the Corporate Brochure is mainly shown in the supergraphics,

image style and colour applications. The text layout should be simple, neat
and consistent with the overall look and feel of the Gionee brand. Therefore,
please follow the styles shown on this page.
Print Colour: 4 colors Plus 3 Spot colors
Cover paper: Antalis, Conqueror Smooth CX22, Diamond White 250g
Inner paper: Antalis, Conqueror Smooth CX22, Diamond White 160g
Process: Stitching and Binding

4.18 Product Brochure Application System
The design of the Product Brochure is mainly shown in the supergraphics

and colour applications. The overall feeling should be consistent with the
overall look and feel of the Gionee brand and please follow the styles shown
on this page.
Print colour: Null
Paper: Antalis, Curious Metallics Metal, Ionised 120G (Exterior), Curious
Metallics Metal, Galvanised 120G (interior)
Process: Paperhanging, Die cut, UV and 8IJUFTUBNQJOH

4.19 Fold-out Booklets (Three Pages) Application System
The design of Fold-out Booklets is mainly shown in the supergraphics,

image style and colour applications. Suitable images and a supergraphic
combination should be selected to suit the different communication
requirements and content with the appropriate tagline colour layout as
secondary elements. The overall feeling should be consistent with the overall
look and feel of the Gionee brand. Therefore, please follow the styles shown
on this page.
Sizes: W95mm/H210mm
Fold-out sizes: W285mm/H210mm
Print Colour: 4 color plus 3 Spot colors
Process: Die cut

4.20 Contract Cover Page Application System
Brand logo
Width: 65mm
To the lower edge of the Contract cover: X is the width of the Gionee icon
To the right edge of the Contract cover: X is the width of the Gionee icon
Print Colour: Single-sided1 Black plus1 Spot color
Paper: Imported matt art paper
Process: Cutting

4.21 Folder Application System
The design of the Folder is mainly shown in the supergraphics and colour
applications. The overall feeling should be consistent with the overall look
and feel of the Gionee brand. Therefore, please follow the styles shown on
this page.
Fold-out Size: W615mm/H350mm
Print Colour: 1 Black plus 1 Sopt color
Process: Die cut, Sticking

4.22 Outdoor Ad Application System
The design of the Outdoor Ad is mainly shown in the supergraphics, image

style and colour applications. The text layout needs to be simple and neat.
The overall feeling should be consistent with the overall look and feel of the
Gionee brand. Therefore, please follow the styles shown on this page.
Sizes: Adjust the sizes to suit the requirements in actual cases

Colour: Select the CMYK or RGB colour standard according to the
requirements in actual cases

4.23 Digital Ad Application System
The design of the Digital Ad is mainly shown in the supergraphics, image

style and colour applications. The text layout needs to be simple and neat.
Sizes: Adjust the sizes to suit the requirements in real cases

Colour: Select the RGB colour standard accordingly

4.24 Roll-up Banner Application System
The design of the Roll-up Banner is mainly shown in the supergraphics,

image style and colour applications. The text layout needs to be simple and
neat. The overall feeling should be consistent with the overall look and feel of
the Gionee brand. Therefore, please follow the styles shown on this page.
Roll-up Banners are often seen in crowded streets and at crossroads to

assist road shows and promotion activities for the self-employed or for
temporary stands.
Sizes: Adjust the sizes to suit the requirements in actual cases (various
sizes)
Colour: Select the CMYK or RGB colour standard according to the
requirements of photo printing

4.25 Paper Cup Application System
The design of the Paper Cup is mainly shown in the supergraphics and
colour applications. The overall feeling should be consistent with the overall
on this page.
Sizes: 9 ounce (350ml)

82mm (top diameter) x 53 (bottom diameter) x 115mm (H)
Colour: 1 black plus1 Spot color

4.26 Employee Card Application System
The design of the Employee Card is mainly shown in the supergraphics,

image style and colour applications. The text layout needs to be simple and
clear. The overall feeling should be consistent with the overall look and feel
of the Gionee brand. Therefore, please follow the styles shown on this page.
Sizes: W60mm/H90mm
Printing: Screen printing, Digital printing (variable)
Colour: 4 Colour plus 1 Spot color
Materials: White PVC (card); silk ribbon

4.27 Employee Desk Name Card Application System
The names of employees will be highlighted on the Employee Desk Name

Card with their telephone No. and department name as additional
information, the design of which should strictly adhere to the guidelines. The
overall feeling should be consistent with the overall look and feel of the
Gionee brand. Therefore please follow the styles shown on this page.
Sizes: W155mm/H55mm
Print: Screen Printing
Colour: 1 Black plus 1 Spot color
Materials: Acrylic (Desk Name Card); Aluminium alloy (Outside Frame)

4.28 Visitor Card Application System
The design of the Visitor Card is mainly shown in the supergraphics, image
style and colour applications. The overall feeling should be consistent with
the overall look and feel of the Gionee brand and please follow the styles
shown on this page.
The Visitor Card is frequently used, therefore the material must be firm and
strong, and the colours must not fade easily. A transparent plastic casing is
recommended.
Sizes: W60mm/H90mm
Print: UV printing or thermal transfer
Colour: 4 colour plus 1 Spot color
Materials: White PVC (card), Ribbon

4.29 Product Outer Packaging Application System
The design of the Product Outer Packaging is mainly shown in the

supergraphics and colour applications. The overall feeling should be
consistent with the overall look and feel of the Gionee brand. Therefore,
please follow the styles shown on this page.
The colour of the inner lining needs to be the same as that of the Gionee
Brand Pantone Color and printing is recommended.
Sizes: W120mm/H185mm/35mm
Printing: 1 Spot color
Paper: Matt Art Paper (Inner Sticker), Black Card (for outer box paste)
Process: Paperhanging, Die cut and Gold stamping

4.30 Handbag Application System
The design of the Handbag is mainly shown in the supergraphics and colour
this page.
Environmentally-friendly bags need to be dyed, and please also pay

attention to the difference between canvas cloth Pantone and Printing
Pantone.
Sizes: W 300mm / H 400mm / 100mm

Printing: Screen Printing
Materials: Canvas

4.31 Invitation Letter Application System
The design of the Invitation Letter is mainly shown in the supergraphics and
21F, Times Technology Building, 7028

Shennan Road, Futian District,
Shenzhen, China, 518040
on this page.
F: (86)755 00000000
T: (86)755 00000000
The Invitation Letter includes an envelope and card. The Invitation Letter
does not need mailing, so the post code and postage stamp areas are not
necessary in the layout design shown on this page
Sizes: W210mm/H99mm
Print colour: 1 Black plus 1 Spot color
Envelope Paper: Antalis, Conqueror Smooth CX22, Diamond White 120g
Card Paper: Antalis, Conqueror Smooth CX22, Diamond White 250g

4.32 Website Style Application System
The design of the Website Style is mainly shown in the image style and
on this page.
Make Smiles
Make Smiles
Lorem ipsum dolorsit amet, Lorem ipsum dolorsit amet, Lorem ipsum dolorsit amet,
consectetuer consectetuer consectetuer
Lorem ipsum dolorsit amet, Lorem ipsum dolorsit amet, Lorem ipsum dolorsit amet,
consectetuer consectetuer consectetuer
Home page Secondary page

4.33 Mobile Phone UI style Application System
The design of the Mobile UI style is mainly shown in the colour applications.
The design of the Mobile UI should respect the relevant product develop-
ment requirements in actual instances.

4.34 Page Style for the Mobile App Application System
The design of the Mobile UI style is mainly shown in the colour applications.

4.35 Email Signature Application System
The design of the email signature follows the style of the Gionee brand visual
identity. The overall feeling should be consistent with the overall look and
feel of the Gionee brand. Therefore, please follow the styles shown on this
page.

4.36 Event Backdrop Application System
The design of the Event Backdrop is mainly shown in the supergraphics,

image style and colour applications. The overall feeling should be consistent
with the overall look and feel of the Gionee brand. Therefore, please follow
the styles shown on this page.
It can be adjusted to suit the actual circumstances.
Sizes: Determined accordingly

Printing: Portrait, Photo printing
Material: Portrait cloth or paper

4.37 Entrance Signage Application System
The design of the Entrance Signage is mainly shown in the supergraphics

and colour applications. The overall feeling should be consistent with the
overall look and feel of the Gionee brand. Therefore, please follow the styles
shown on this page.
Please select materials to suit the requirements in actual cases.
Sizes: Determined accordingly

Process: Spray painting, Acrylic pasting
Materials: Acrylic or others

4.38 Reception Desk Image Wall Application System
The design of the Reception Desk Image Wall is mainly shown in the
supergraphics and colour applications. The overall feeling should be
consistent with the overall look and feel of the Gionee brand and please
follow the styles shown on this page.
It can be adjusted to suit actual circumstances.
Sizes: To be determined to suit the requirements in actual circumstances

Process: Portrait, Acrylic pasting
Material: Wood, Acrylic, Etc

4.39 Floor Signage Application System
The design of the Floor Signage is mainly shown in the supergraphics and
on this page.
It can be adjusted to suit the actual circumstances.
Sizes: To be determined to suit the requirements in actual circumstances

Process: Spray painting, Acrylic pasting or moulding
Material: Wood, Acrylic, Etc

4.40 Department Signage for Offices Application System
The supergraphics and colour applications are the main elements for
designing the Department Signage For Offices. In its design, equal priority
should be given to both functionality and a grand visual image. The
department name should be clearly visible and the names of supervisors
should be highlighted. The overall feeling should be consistent with the
shown on this page.
It can be adjusted to suit actual circumstances.
Sizes: W55mm/H120mm
Process: Spray painting, Acrylic pasting or metal board moulding
Material: Metal, Acrylic, Etc

4.41 Badge Application System
The design of the Badge is mainly shown in the supergraphics and colour
applications. In its design, equal priority should be given to both functionality
and a grand visual image. The overall feeling should be consistent with the
shown on this page.
Special process treatment is required.
Sizes: W30mm/H30mm
Process: Enamel Art and Magnet
Material: Metal, Magnet

4.42 Corporate Flag Application System
The supergraphics and colour applications are the main elements for
designing the Corporate Flag. The design of the flag must convey diversity
and openness, as the corporate banner is an important image bearer. The
overall feeling should be consistent with the overall look and feel of the
Gionee brand and please follow the styles shown on this page.
A special process treatment is required.
Process: Water printing, Screen printing and Thermal transfer
Material: National Banner Cloth

4.43 Uniform For Managers (for Winter and Summer) Application System
The design of the Uniform For Managers is mainly shown in the colour
and feel of the Gionee brand. Therefore, please follow the styles shown on Uniform For Male Managers Uniform For Female Managers
this page.
Uniform For Male Managers

Jacket: Dark colours such as dark blue or black business suit. Rounded
corner and two buttons in single row. Single opening cutting and slim fit for
the rear.
Shirt: white, slim collars.
Suit trousers: Dark colour series like dark blue or black suit trousers, straight
and fitted.
Tie: in brand colour with a width of around 40-50mm.
Shoes: Black leather shoes
Uniform For Female Managers

Jacket: Dark colours such as dark blue or black business suit. Rounded
corner, slim fit.
Blouse: white or light blue, broad collars.
Suit trousers or middle-length skirts: Dark colours such as dark blue or
black, fitted.
Scarves: in brand colour with brand's supergraphics.
Shoes: Black high heels

4.44 Uniform For Production Employees (Winter and Summer) Application System
The design of the Uniform For Production Employees is mainly shown in the
on this page.
Process: Embroidery

4.45 Shirts, T-shirts And Jackets for Marketing And Promotion Staff Application System
The design of the Shirts, T-shirts And Jackets for Marketing And Promotion
Staff is mainly shown in the supergraphics and colour applications. The
overall feeling should be consistent with the overall look and feel of the 5TIJSUT 4IJSUT +BDLFUT
Process: Embroidery

4.46 Bus Body Display Application System
The design of the Bus Body Display is mainly shown in the colour
this page.

4.47 Van Body Display Application System
The design of the Van Body Display is mainly shown in the colour
this page.

Appendix
Gionee Mobile logo standards
Section one includes the location of the brand logo, sizes and
applicable areas of the brand logo.
Section two includes the sizes and proportions, locations and
animations of the brand logo that appear in the startup interface.
The visual identity guidelines for the brand are for electronic reading
and not for printing.
Brand logo locations Appendix
The brand logo locations on Gionee mobile phones are displayed on

this page
The brand logo for models smaller than 4.7 to 5.5 should be 13.2mm.
The distance between the centre of the brand logo and the upper edge
of the mobile occupies 30% of the height of the mobile.
The distance between the information area and the microphone core is
2-3mm.
The words in the dashed box are standardized with unified sizes of 5.0
inches, 5.5 inches or 6.0 inches.
Example shown here is the logo position of a 5.0 inches mobile in
various materials.
5.0 inches metal 5.0 inches metal+synthetic plastic 5.0 synthetic plastic

Brand logo sizes and applicable ranges Appendix
The brand logo sizes and applicable ranges of Gionee Mobile phones
are shown on this page.
15.3
The size of the brand logo is 13.2mm. 14.2
13.2
Applicable to mobiles of 4.7-5.4 inches
The size of the brand logo is 14.2mm.
Applicable to mobiles of 5.5-5.9 inches
The size of the brand logo is 15.3mm
Applicable to mobiles of 6.0 inches and above.
5.0 inches 5.5 inches 6.0 inches

Size and percentage of the brand logo shown in the startup interface Appendix
The size and percentage of the brand logo shown in the startup
interface is shown on this page
30%
The width of the brand logo's icon is around 30% of the width of the
display screen area 62.286
The height of the brand logo lock-up is around 29% of the height of the 19.00
display screen area
The width of the bottom android logo is around 80% of the width of
brand logo lock-up
29%
21.74
5.0 inches 27.00
80%
43%

Location of the logo appearing in the startup interface Appendix
The location of the logo appearing in the startup interface of Gionee

mobile phones is shown on this page
The distance between the centre of the brand logo lock-up and the
centre of the display screen area is 8.41mm
The distance between the lower edge of the bottom android logo and
the lower edge of the display screen area is 5.85mm
8.41
5.85
5.0 inches

Brand logo animation in the startup interface Appendix
The brand logo animation in the startup interface of Gionee mobile

phones is shown on this page
The proportion and location of the brand logos displayed on different screen
sizes are scalable according to the proportion relationship of 5.0 inches.
5.0 inches 5.5 inches 6.0 inches

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GIONEE VISUAL IDENTITY

1. Brand communication should be clear and attractive

2. Brand communication should be amicable and friendly

3. Brand communication should be true and professional

4. Brand communication should be innovative and passionate

2. Expand the visual system gradually

3. Flexible design system

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06 | Gionee Visual Identity Guidelines

The brand logo lock-up, which is regarded as an important identity

07 | Gionee Visual Identity Guidelines

in the disk in the actual application.

08 | Gionee Visual Identity Guidelines

Gionee Brand Logo Lock-up Two is a balanced integral object. No shape,

09 | Gionee Visual Identity Guidelines

Product logo is a balanced integral object. No shape, structure or proportion

in the disk in the actual application.

10 | Gionee Visual Identity Guidelines

11 | Gionee Visual Identity Guidelines

12 | Gionee Visual Identity Guidelines

13 | Gionee Visual Identity Guidelines

14 | Gionee Visual Identity Guidelines

15 | Gionee Visual Identity Guidelines

The typography of the Gionee tagline is an exclusive typography whose

Incorrect application of tagline

16 | Gionee Visual Identity Guidelines

In order to communicate more clearly and effectively, there should be a

17 | Gionee Visual Identity Guidelines

In order to keep the consistency of the brand logo to make it easier to

endorsement from the mother brand.

18 | Gionee Visual Identity Guidelines

19 | Gionee Visual Identity Guidelines

20 | Gionee Visual Identity Guidelines

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23 | Gionee Visual Identity Guidelines

Primary colours of the brand

Generally, no other colours can be used in Gionee's designs besides

PANTONE 166 C PANTONE123 C White

C0 M0 Y0 K90 C0 M0 Y0 K60 C0 M0 Y0 K40 C0 M0 Y0 K20

24 | Gionee Visual Identity Guidelines

PANTONE Cool Gray 11 C

25 | Gionee Visual Identity Guidelines

26 | Gionee Visual Identity Guidelines

27 | Gionee Visual Identity Guidelines

Characters in daily life

28 | Gionee Visual Identity Guidelines

Photo studio characters

29 | Gionee Visual Identity Guidelines

30 | Gionee Visual Identity Guidelines

31 | Gionee Visual Identity Guidelines

32 | Gionee Visual Identity Guidelines

The related guidelines shall be specified on this page regarding the

Centreline Centreline Centreline Centreline

33 | Gionee Visual Identity Guidelines

The curve of the lips is based on the brand logo;

1.5≤The proportion rate between the curve diameter

34 | Gionee Visual Identity Guidelines

Guideline for Applying the Brand Supergraphics One

in the application as a whole or in part. However, a smiling face (both

Unclear information Too partial Too fragmented Unclear information

35 | Gionee Visual Identity Guidelines

Guideline for Applying the Brand Supergraphics Two

be shown in the application as a whole or in part. However, a smiling

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