Philips Guideline 2015

Philips brand guidelines | November 2015
Contents
The basics Introduction Our vision and Brand Storytelling

strategy experience
Introduction to our brand
03 04 05 06
Our core brand assets

Wordmark Philips Shape Maker’s Shield Brand line Philips star
How to apply them Marks
07 14 30 35 41 49
Our tools Brand voice Photography Celebrity Composition Color Typography

Expressing endorsements and layout
our propositions 51 63 92 93 103 113
Graphic Materials and Navigation Seasonal

elements finishes promotions
129 147 157 167
Miscellaneous History Revision

overview
168 173
Philips brand guidelines | Contents Page 2

A technology company that
cares about people
From as far back as the time of our first radios or even
our first light bulbs, we’ve always had one thing at
the heart of our company – our mission to improve
people’s lives through meaningful innovation.
We don’t just invent; we entertain, we enlighten, we

solve, we heal. We are a technology company who
cares about people. And it’s time to let that shine.
Philips brand guidelines | Introduction Contents | Page 3

Our vision and strategy
For over 120 years our meaningful innovations have Mission

improved the quality of life for millions, creating a strong Improving people’s lives through meaningful innovation
and trusted Philips brand with market access all over the
world. In light of key global trends and challenges – e.g. the Vision
demand for affordable healthcare, the energy efficiency At Philips, we strive to make the world healthier and more
imperative, and people’s desire for personal well-being – sustainable through innovation. Our goal is to improve
we are confident in our chosen strategic direction. the lives of 3 billion people a year by 2025. We will be
the best place to work for people who share our passion.
Together we will deliver superior value for our customers
and shareholders.
Promise
Our vision Philips delivers Philips delivers innovation that matters to you.
+ innovation that
Our mission matters to you
Philips brand guidelines | Our

Introduction
vision and strategy Contents | Page 4
Values that underpin
one brand experience
We are Caring, Innovative and Impactful: we care for you, These three values identify us and should be evident in
so you feel understood. We will have an impact on your every brand experience across all businesses. We carefully
life, so you feel empowered. And our ongoing innovation shape each conversation, product, and interaction.
will continue to amaze you.
These brand guidelines help us in presenting a united front.
Our brand promise Our core identity By creating a consistent brand experience, we can make a
A commitment to our How we want to be experienced bigger impact on the world.
customers, consumers by our customers, consumers
and all our stakeholders and all our stakeholders
Caring Caring
Philips delivers
innovation that Innovative
matters to you
Impactful Innovative Impactful
Philips brand guidelines | Brand

Introduction
experience Contents | Page 5
Stories that reflect who we are
To be known as a technology company that cares about We must make sure that our story is the same across
people, we must look, sound and behave like one at all all the touchpoints where people interact with our brand.
times. We must show how our care for people enables us Specific guidelines for each touchpoint have been created
to make an impact through innovation. to help you get your message across effectively.
In communications, most of the narrative work is done by

words and photography. The other elements support and
complement one another to pull the system together in a
powerful, coherent visual language.
Caring
Philips delivers
Experience Storytelling
innovation that Innovative Touchpoints
principles and design
matters to you
Impactful
Internal External
Philips brand guidelines | Stories Contents | Page 6

We apply our wordmark
prominently and consistently,
always blue on white
Prominently Consistently Blue on white
The wordmark takes pride of place in It has carried the family name of our Apart from when used in the shield,
all our communications. founders for generations. It is known and the wordmark must always be blue
trusted all over the world. on white.
Philips brand guidelines | Wordmark Contents | Page 7

Wordmark
Always make sure you are using

the most recent version of the
wordmark. The easiest way of
checking is to look at the ‘L’; the new
version has a slant on the base.
For some applications it may not be possible to apply

Philips blue. The exceptions are:
•P
roducts: different rules apply when using the
wordmark on our products. For more information,
please refer to the Product branding guide.
• One-color printing (black): e.g. flexographic packaging
and user manuals: the wordmark appearsin black.
Old
1950s
Our Philips wordmark blue is always reproduced using
one of the following color specifications:
Pantone: 300 C Minimum size
New The minimum width on print is 15 mm
CMYK: C:100 M:44 Y:0 K:0 2008 The minimum width on digital media is 100 pixels
RGB: R:11 G:94 B:215 The minimum width on products is 9 mm
RAL: 5015
Apart from the wordmark and shield these blues are

never used for anything else.
Important design and artwork note:
While copying RGB vector files (Ai, EPS) into Photoshop
(RGB) the color values can change. To avoid this, place
the blue RGB file into Photoshop instead of ‘copying
and pasting’ it directly from Illustrator.
Download wordmark

Wordmark: clear zone
Clear zone
Our wordmark always has a clear
zone around it. This clear zone is
equal to 1 x cap height of the
wordmark (P); no text or symbols
can appear in this area.
Clear zone for wordmark with other trademarks

When the wordmark is used in combination with other
trademarked names the clear zone is equal to 2P.
The examples below show two possible configurations

between the wordmark and other trademarked names.
Cap height
By cap height we mean the cap height

of the Philips wordmark
Download wordmark

Placing and scaling the
wordmark on your canvas
When the wordmark is placed on a canvas, without a connection to the

Philips Shape, there are a few basic principles that should be observed.
Philips Ratio
1. Download the
Philips Ratio
Philips Consumer Lifestyle

PO Box 77900, 1070 MX Amsterdam, The Netherlands, Tel +31 20 2759326, Fax +31 20 8849371, www.philips.com
Philips Center, Amstelplein 2, Koninklijke Philips N.V., Chamber of Commerce 17001910 VAT number NL 123456789012
2. Set your canvas 3. Choosing a size 4. Choosing a position

Stretch the Philips Ratio template Choose a wordmark size by scaling its The wordmark can either be positioned in a corner or
from corner to corner (for Philips Ratio width to align with one of the steps centrally aligned to the canvas. If not exactly in the
guidance go to the Composition and in the Philips Ratio (for minimum center, it should be aligned to one of the horizontal
layout section). wordmark size see wordmark chapter). edges of the Philips Ratio. The wordmark should
never be less than 1P from a canvas edge, and can be
positioned asymmetrically.
Download the wordmark Download the Philips Ratio

Philips within body copy Philips with trademarked names
The Philips Hue is a great example of Philips Accelerate!

how we can start to build ecosystems Philips University
of interconnected experiences.
When the word Philips appears in written copy, it should follow the same The Philips name should be separated by a space from Philips
typeface, style and color as the rest of the text. Always use a capital ‘P’ trademarked names, internal program names and any other names or
followed by lower case letters. words.
Philips in the possessive form
The Philips board of management

Realizing our ambitions
Avoid the possessive (Philips’) if possible. Use alternative words (e.g.

our headquarters in Amsterdam instead of Philips’ headquarters in
Amsterdam) or grammatical structures (e.g. at the Philips headquarters
in Amsterdam). If these alternatives are not an option (for example in
financial reporting) then use the possessive form. Note: only do this
while referring to Philips as a corporate body and never when using
the Philips name; for example together with other trademarks and
organization names.

We never do this:
Use the wordmark with another Apply the wordmark to a colored Use the wordmark as text. Use the wordmark in any frame Lock up the wordmark with the
visual element e.g. a trademark or background. Note: different rules or background other than the brand line.
symbol. apply when using the wordmark on Philips Shape.
our products. For more information,
please refer to the Product
branding guide.
PhilipsSeries
Use the old wordmark. Use the Philips name in a Combine the wordmark with a Use part of the wordmark to create Translate the wordmark.
product or program name. product name. a new name or abbreviate the
wordmark.
Reduce the wordmark to less than Use any other color. Our wordmark Change the design or typeface of Add a drop shadow to the Apply the wordmark to an image
15 mm on print. is always blue on white. the wordmark. wordmark. background.

The unique
Philips Shape
gives our wordmark
the prominence
it deserves
Unique Philips Shape
The Philips Shape is distinctive and instantly recognizable.
By combining straight lines and sharp corners with a
gentle curve it reflects our innovative yet caring nature.
The prominence it deserves

The Philips Shape surrounds our wordmark with white space
to celebrate and emphasize it while preserving its integrity.
Philips brand guidelines | Philips Shape Contents | Page 14

The Philips Shape with The Philips Shape with
wordmark outside wordmark inside
The Philips Shape can be used to frame an image or a color background The Philips Shape can be used to protect and preserve the integrity of our
with text. When this is the case, the wordmark is placed outside the blue-on-white wordmark when placed on photography or a colored background.
shape, below the distinctive curve. Use the standard wordmark/curve It is always accompanied by a navigation panel underneath.
asset, which can be placed and scaled as required. Please be aware the wordmark size was enlarged in Dec 2014 for better impact.
After conducting and reviewing the user research of the content used within
the packaging guide (including eye tracking). We are taking the opportunity to
increase brand stand-out by slightly enlarging the size of our wordmark within the
Philips Shape - in order to give us maximum impact, whilst still maintaining and
respecting the Philips ratio.
Philips Shape with

wordmark inside
Philips Shape
Content
Navigation panels are designed
to hold information that supports
the brand or directs the audience.
Both the Philips Shape and the
panel should have a drop shadow.

X
The Philips wordmark and curve
You can download a selection of the most commonly-used

formats and layouts of the wordmark and curve (see below).
If the format you require is not there, you can create your own
by downloading and scaling the stand-alone combination of
wordmark and curve.
To do this, first work out the border width.

This can be calculated using this simple formula:
Border width (X) = (page width + page height) ÷ 70
Select the grey object (not the object with the white curve
Once you have set your border, you can now set the wordmark and curve. and wordmark) and stretch it until it meets the borders on
1. Copy and paste the wordmark/curve asset into your document the top and left. (4)
2. Place the asset exactly in the bottom right corner
3. Scale the asset proportionally (i.e. equal amounts horizontally and vertically)
until the width of the asset is equal to 10 times the border width (X)
4. Select the grey object* (not the object with the white curve and wordmark) The wordmark and curve asset collection
and stretch it until it meets the borders on the top and left.
For example:
For an A4, you would set the border width as follows: (210 + 297) ÷ 70 = 7(.2) mm.
Numbers can be rounded up or down.
Place it to the bottom right corner and scale the wordmark/curve asset 70% (10 x 7).
These wordmark and curve templates are included in the asset collection download
Always scale the asset proportionately. Do not distort the curve. It is not symmetrical.
Never attempt to create the Philips Shape yourself! * Universal name for any kind of shape
or rectangle used in Adobe software
Download
Download wordmark wordmark
and curve asset collection

We never do this:
Alter the Philips Shape curve. Alter the Philips Shape. Alter the placement of the wordmark Add the brand line to the Philips Shape.
in relation to the Philips Shape. (Arab
countries are exempt. Please contact the
Brand Desk for further information.)
Ris se peligenis et, nis re

moluptatem ni omnisquo
Lorem ipsum dolores sit amet
eventus ciliqui blacientur,
que nobitibus sitium. Oste is
dem. Ruptati nimolesseque
ratur mo dolupit omnimai
obitaquas ratiatur,
utendundis es il fugia
dollandit adigni enimusam
dolora sum repuda .
Alter the proportions of the Philips Shape to Alter the proportions of the Philips Shape to Place the Philips Shape onto an image. Place the Philips Shape onto any other
accommodate other content such as text. accommodate other content such as text. color but white.

Example: the Philips Shape (non-trademark version)
and navigation panel working together
Note: the colors you choose for the navigation panel

The navigation panel locks together with the Philips Shape to should follow your business propositions color palette and
never clash with the other colors used on the touchpoint.
provide information and signage that supports the wordmark. Refer to the Color chapter for more information on the
available options.
Examples:
Parks & Recreation

iDose 9000 series Toaster
Outdoor Lighting Computed Tomography Wet and dry Viva Collection
electric shaver
Fast
Street luminaires Stainless steel, 2 slots
V Track precision blade
Road luminaires 100w
Imaging
SmartClean
Reheat, defrost
SmartClick
Brochure Digital - Sales brochure Packaging Packaging

Cap height
Using the Philips Shape

(non-trademark version)
and navigation panel
Our Philips Shape, with the wordmark
inside, is always used together with the
navigation panel – both of which have Philips Shape
with wordmark
a drop shadow. inside
The clear zone is equal to 1 x cap height of the wordmark.

No text or symbols of any kind may appear in this area.
• The key content panel must be filled with an appropriate

Philips color gradient.
Content
• Non-trademarked names must be written in Centrale Sans
Book to help distinguish them from trademarked names.
Key content
When using the Philips Shape for online use, please refer to the
website guidelines. Navigation
panel
Please be aware: whenever using the Philips Shape for any
corporate or Philips Group work, you are only allowed to use
the assets using Group blues. Secondary
content Secondary content
Important design and artwork notes:
while copying vector files into Photoshop or InDesign the color
and shadow values can change. To avoid this, place the file into
Photoshop or InDesign instead of ‘copying and pasting’ it directly
from Illustrator.
Download Philips Shape Download Philips Shape with navigation panel

Example: the Philips Shape (trademark version)
and navigation panel working together
It is important that we use our trademarks

consistently, in the way they are registered
and set apart from the product and
category names. For that reason we make
a difference in the visual appearance
of our trademarks (e.g. ‘Airfryer’) and Airfryer LivingColors
non-trademarks (‘Toaster’).
Viva Collection Iris
Ensuring that our trademark stands out
helps us to build on legal protection Low fat fryer with Table lamp
Rapid Air Technology
for our names. Our trademarks are the LED
legal foundation on which we build our
valuable brands.
For any name registered as a trademark, the name now will appear
in Centrale Sans Bold Italic and Centrale Sans Book Italic. Therefore,
first check with IP&S if the name is registered as trademark. This will
ensure consistency for all products that have a trademarked name.
For semi-descriptive names, which combine an uncommon word
with another word, a part of the name may appear in bold. However,
first check with IP&S if the name is suitable for appearing partly, not
in its entirety, in bold, because some names are not registered as Examples: packaging
wordmark, but only in combination with a logo or in a special font.

Cap height
Using the Philips Shape

(trademark version)
and navigation panel
Our Philips Shape, with the wordmark
inside, is always used together with the
navigation panel – both of which have Philips Shape
with wordmark
a drop shadow. inside
The clear zone is equal to 1 x cap height of the wordmark.

No text or symbols of any kind may appear in this area.
• Trademarked names sit in the key content underneath the

Philips Shape.
AbcDef
• The key content panel must be filled with an appropriate
Philips color gradient.
• To provide additional distinction for trademarked names, Key content
we always add a fine white line (of 0.6 mm) between the key
content panel and secondary content panel. Navigation
panel
White line
Secondary
content Secondary content
Download Philips Shape Download Philips Shape

(trademark version) (trademark version) with navigation panel

Text in the
navigation panel
Determine the size of the key

content to fit within the border as
shown on this page.
Always use the downloadable asset. Do not try and create

it yourself.
The default font for the key content is Centrale Sans Book,
horizontally aligned to the left and the x height vertically
Border
Key content
centered.
Horizontally aligned to the left The border size is set to the Philips Ratio, which
We use by default three specific point sizes for text in our and vertically centered you can download in the Composition and layout
key content panel to help create greater alignment across section.
applications. These point sizes are based on the Philips

ratio as it relates to the Philips Shape. The number of
characters in your key content determines the appropriate
point size. Use the appropriate navigation panel template
based on the character count of your key content.
Toaster 9000 series Sonic toothbrush

Please put a fitting
length title in here
Healthcare informatics
Solution and services
Normal 47,5pt
< 9 characters
Medium 29,5pt
+/- 9-12 characters
Long +/- 13-1818pt
characters
18pt
+/- 18 - 35 characters
18pt condensed
+/- 35 - 45 characters
47,5 pt 29,5 pt 18 pt 2 lines 2 lines
< ± 9 characters ± 9 - 12 characters ± 12 - 18 characters

Key content; exceptions
In situations where the key content exceeds ±18

characters, text may be set across two lines. A two line
version of the navigation panel is also included within the
downloadable templates.
We never use more than two lines in the key content

panel. In the most extreme situations, where the key
content exceeds ±35 characters (and more than two lines
would be required), text may be typeset in Centrale Sans
Border
Key content set
Condensed Book.
on two lines
Horizontally aligned to the left

and vertically centered
IntelliSpace Healthcare informatics

cardiovascular solutions and services
2 lines 2 lines condensed

18 pt 18 pt
± 18 - 35 characters ± 35 - 45 characters

Placing and scaling the Philips
Shape and navigation panel
There is some flexibility in how we position the Philips Shape, but make sure
you observe these few simple principles when placing it on a canvas.
Content
Secondary content
Philips Ratio Content

Secondary content
1. D
ownload the 2. Set your canvas 3. Choosing a size 4. Choosing a position
Philips Ratio Stretch the Philips Ratio template Choose a Philips Shape size by scaling The Philips Shape can only be
from corner to corner (for Philips Ratio its width to align with one of the steps positioned in the top left corner,
guidance go to the Composition and in the Philips Ratio. aligned to one of the steps of the
layout section). Philips Ratio.
Download the Philips Ratio

Expanding the
navigation panel
The navigation panel is modular

and can be expanded. Content Content
Secondary content
The addition of secondary and extended content is
optional. But if you chose to use them, the height of the
Content
key content and secondary content bar is fixed.
Fixed
The height of the extended content bar is flexible. As

illustrated it can be used for a feature list (maximum three
features), a photograph or a typographic element.
The default font for the secondary and extended content

Fixed Secondary content Extended Content
Photographic
is Centrale Sans Book, horizontally aligned to the left and
vertically centered.
Extended content A
The font size of the key content is the starting point
from which to determine the other font sizes within the
navigation panel. Flexible Extended content B
Go to the Composition and Layout and Typography
Content Content
sections for more information. Extended content C Extended Secondary content
content Extended
Extended Content Extended Content

content
List of features in text Typographic

with navigation panel (trademark version) with navigation panel

Expanding the
navigation panel
Use the direct selection tool in Illustrator (shown here as white arrow) to
‘stretch down’ the extended content bar to one of the predetermined
heights. Do not attempt to copy and paste this content bar.
Content
Secondary content
Content Content Content

Secondary content Secondary content Two lines of
secondary content
Extended content A Two lines of
extended content
Extended content B
Snap the height of the extended When there are 2 lines of extended When there are 2 lines of secondary When using an image, set it to a
secondary content bar to the content, snap to 1,5 x the height of a content, snap to 1,5 x the height of a multiplication of the height of the
horizontal guides. content bar. Center the text vertically content bar. Center the text vertically secondary content bar
within the extended content bar. within the secondary content bar.


How to apply icons
to the navigation panel
Our preference is that the content

next to an icon appears in one line
and in the font Centrale Sans Book.
See chapter Graphic Elements - Icons, for further details.

Content Content Content
Secondary content Secondary content Secondary content
Icon text Icons and text here Icon and text

are placed here
Icon text Icons and text here
Icon and text
Icon text Icons and text here are placed here
Icon and text

are placed here
Icon and text

Icon text Icon and text here
are placed here
Text length using up to 10 Text length using from 11 to 19 Text lengths using from 20 to 32
characters: Centrale Sans characters: Centrale Sans characters can use a maximum
Book. Condensed Book. of two lines: Centrale Sans Book.


We never do this:
Key content
Key content
Use the Philips Shape on its own. Reduce the width of the Philips Shape to Use the Philips Shape in text. Recreate the Philips Shape or use a different
less than 20 mm. font.
Key content
Key content Key content Key content Secondary Content
Use the Philips Shape with any other name Use the Philips Shape with another Change the color of the Philips Shape Use the secondary panel in an illegible way.
than the Philips wordmark. element. or the wordmark within it.
Key content Key content Key content
Adjust or edit the Philips shape. Flip the Philips Shape. Use the Philips Shape to hold items other Use the Philips wordmark in the key
than the wordmark. content area.

Maker’s marks indicate specialty
within our brand portfolio while
maintaining strong recognition.
They take pride of place and
are presented with clarity and
consistency.
Clarity What’s a maker’s mark?
The maker’s mark is given maximum A maker’s mark (e.g. Philips Avent) is the
visibility through its size, position and typology used for one of our acquired
background. brands. It appears as a sub-brand in our
portfolio, and hence uses the Philips
Consistency identity in combination with its own.
Variations are kept to a minimum across
different applications.
Philips brand guidelines | Maker’s mark Contents | Page 30

Maker’s mark
configurations
The configuration can appear in three ways, depending on the touchpoint:
9 mm
Key content
Standalone Outside the Philips Shape Inside the Philips Shape
Developing a new configuration Colors Minimum size

Each individual maker’s mark configuration The Philips wordmark is always blue on white, and the The minimum width of the Philips wordmark in a maker’s
can only be developed in cooperation with acquired brand logo also keeps its original color. If this is mark branding configuration is 9 mm.
brand.desk@philips.com. close to a color from our palette, consider using that. Note: the minimum width of the wordmark on products is
The Brand Desk will supply the standard templates, give For more information, download the Philips color palette. also 9 mm. For more information, please refer to the Product
guidance and approve the final result. branding guide.
See the chapter on the Philips wordmark for the Philips blue
Tagline specifications and for exceptions to the rule. Downloadable assets
If the original logo used a tagline, remove it. Go to the ‘download library’ on www.ourbrand.philips.com
In copy and look under the ‘logos tab’. Alternatively, click on any
Registered trademark symbol When the maker’s mark name appears in written copy, it should of the logos on the following page to go to the relevant
Do not use TM, ©, ® or similar symbols, even if the original follow the same typeface, style and color as the rest of the text. download library.
logo used it. Always use initial capitals followed by lower case letters.

Maker’s mark download page
Lighting Global Brand Licensing Personal Health
Health Systems

Maker’s mark
clear zone
6P
6P
Minimal clear zone to

other trademarks is 6P
When the configuration is used without the Philips Shape, the Combining multiple maker’s mark configurations
clear zone is equal to 3P. In combination with other trademarks the When combining several maker’s mark brands on a touchpoint,
clear zone is a minimal of 6P. such as an event, catalog or signage, apply the following
guidelines:
P is the cap-height of the Philips wordmark. • Use the configurations without the Philips Shape
• Make the Philips wordmarks the same size
Note that the clear zone specifications may change according to • Align the Philips wordmarks
the touchpoint. Check the download library on • Use a minimal space of 6P between the configurations.
www.ourbrand.philips.com for more details.
For guidance on maker’s mark branding please see the Brand
Architecture and Naming guidelines.

We never do this:
Use the maker’s mark in combination Use a different typeface or color for the Use the wrong color for the Philips Combine the maker’s mark with
with a tagline or any other text. Philips wordmark. wordmark. concept/product family logos.
Use the Philips wordmark in Use the wrong framing or a specially Use an abbreviation for Philips. Use as part of text.
combination with another visual created background.
element such as a trademark or
symbol.

Our shield
symbolizes
over 120 years
of innovation
Over 120 years of innovation
The shield is a seal of trust, a visual representation of how
we have been improving people’s lives for over a century
through our human-focused innovation.
Prominent use of our shield will further build our brand through
continual visual recognition. Consistent use helps protect it and
prevent it being copied by others.
Philips brand guidelines | Shield Contents | Page 35

Brand refresh introduction event Social media (Facebook)
T-shirt Online or product movies Business cards

Shield: clear zone
Minimum width of full shield

Our shield always has a clear zone around it. Our full shield with stars and waves may be scaled down to
a minimum width of 6 mm/30 px.
This clear zone is equal to half the height of the
shield. No text, symbols or borders of any kind Minimum width of 6 mm/30 px.
may appear in this area. We do this to maintain

the prominence and consistency of our shield.
Different rules apply when using the shield on our products. For more Favicon shield
information, please refer to the Product branding guide. A favicon is a small icon used online, usually in a web browser
address bar in front of the URL.
Use the favicon shield for extremely small applications.
The favicon shield does not contain the wordmark.
32 x 32 px 16 x 16 px
icon with 4 stars icon with 2 stars
Clear zone is
50% of the height
of our shield
Important design and artwork note

When used on a photograph the clear zone requirements still apply. While copying RGB vector files (Ai, EPS) into Photoshop (RGB) the
Also make sure that the shield is clearly legible. color values can change. To avoid this, place the blue RGB file into
Photoshop instead of ‘copying and pasting’ it directly from Illustrator.
Download the shield Download favicon of shield

How to apply our shield
to a background
Very dark orange Very dark red Very dark purple
The blue shield for white backgrounds The white shield for colored or photographic backgrounds
The white shield can be placed on one of The white shield appears at 90% opacity on
our colors (except for the very light colors). photographs. Always place the shield on an
Go to the color section for more information. uncluttered background and make sure the
Bright orange Bright red Bright purple

contrast between wordmark and background
is optimal for legibility of the wordmark.
The blue shield can only be placed

on a white background.
Our Philips shield blue is always reproduced using one

of the following color specifications:
The white shield on one of our color gradients. As above.
Pantone: 300 C
Go to the color section for more information.
CMYK: C:100 M:44 Y:0 K:0
RGB: R:11 G:94 B:215 Note: different rules apply when using the
RAL: 5015 shield on our products. For more information,
please refer to the Product branding guide.

Placing and scaling the
shield on your canvas
On the occasions when the shield is to be placed on a canvas,

there are a few basic principles that should be observed.
Philips Ratio
1. Download the 2. Set your canvas 3. Choosing a size 4. Choosing a position

Philips Ratio Stretch the Philips Ratio template Choose a shield size by scaling its The shield can either be positioned
from corner to corner (for Philips Ratio height to align with one of the steps in in a corner or centrally aligned to the
guidance go to the Composition and the Philips Ratio (for minimum shield canvas. If not exactly in the center,
layout section). size shield chapter). it should be aligned to one of the
horizontal edges of the Philips Ratio.
The shield should never be less than the
clear zone (50% of the shield height)
from a canvas edge.
Download the shield Download the Philips Ratio

We never do this:
Use our old shield on any new brand Use a drop shadow. Use the shield on a spotlight-effect Use a blue shield on any color (or gradient).
identity touchpoints. background.
Use the white shield on one of our very light Distort the shield in any way. Use the shield in any color other than Replace any elements in the shield with
colors. blue or white. other elements.
Use the white shield in less than 90% Use the shield on visually cluttered Use the white shield on a very light Use a blue shield on a photograph.
opacity. photography. photograph.

Our brand line is the
summary and conclusion
of our stories
Summary
The ‘innovation and you’ brand line is the simplest distillation
of our brand promise. It encapsulates the magic of innovation
that makes a meaningful difference to people’s lives.
Conclusion
It acts as a sign-off and reinforces the story that precedes it.
Philips brand guidelines | Brand line Contents | Page 41

Applying the brand Applying the brand line on a
line on a photographic colored background
background
Choose the default white brand For a colored background, choose the default
line with the glowing star on a white brand line with the glowing star.
photographic background. Do not
use a colored brand line. Consistency
You should always download approved versions of the brand line from
For colored and photographic www.ourbrand.philips.com/download_library. Never develop or alter any

of the approved versions. The only exception is when you write out the
backgrounds, place the brand line in an brand line within body copy (see page 47).
uncluttered area. Look for contrast between
the brand line and the background. We always
display our brand line more prominently than
any other copy.
100% glow 65% glow

Applying the brand line
on white
On a white background, choose the default blue There are 12 variations for business propositions: six dark
brand line (for all Philips Group applications) or a and six bright color schemes. They allow you to align with
colored version to match your business propositions the relevant business propositions color palette, and should
color palette. always be placed on a white background.
Optional blue brand lines Bright stars Dark stars
Important design and artwork note:

While copying RGB vector files (Ai, EPS) into Photoshop (RGB)
the color values can change. To avoid this, place the RGB file into
Photoshop instead of ‘copying and pasting’ it directly from Illustrator.
Download English
Download brand line
wordmark

The brand line clear zone
There is a minimum clear zone that

should be respected for the brand
line. This clear zone is equal to a
square that is 1 x the height of the
two stars. No text or symbols of any
kind may appear in this area. Do not
frame the brand line by adding a
specially created holding device.

Brand line position and size
In body copy
When using the brand line within body copy, we write ‘innovation and
you’. Always use lowercase text and single quotation marks. Do not
use capitals, unless starting a sentence. Never replace the word ‘and’
with an ‘&’ or ‘+’ sign. Use the same font as the rest of the text.
Position
The brand line, which acts as a summary and conclusion of the
innovation story, is placed at the end of a piece of text, movie, or Less radiation,
combination of headline and image.
superior image
Size
Ris se peligenis et, nis re mod quias
Make the brand line prominent whenever it’s used. It enforces our moluptatem ni omnisquo minvendem
brand promise: ‘Philips delivers innovation that matters to you’. eventus ciliqui blacientur, sequiam
que nobitibus sitium rem. Oste is dem.
Ruptati nimolesseque ducitatur raturmo
dolupit omnimai onsequi nobitaquas
Minimal digital size milita doluptae nonest ex et, sumratiatur.
The height of the brand line, measured on the height of the stars,
should not be smaller than 16 px. For the English brand line that would
give a minimal size of 103 px wide and 16 px high. For other languages
the width will differ but in ratio to the height of 16 px.
Minimal print size

The height of the brand line, measured on the height of the stars,
should not be smaller than 5 mm. For the English brand line that would
give a minimal size of 32 mm wide and 5 mm high. For other languages
the width will differ but in ratio to the height of 5 mm.

Approved translations Arabic
In all markets, the brand line is used in English;

unless a local translation is specifically required. Chinese
– Simplified
Any exception to this rule is at the sole discretion – Traditional
of Brand Communications and Digital (BC&D).
On this page you see the current list of approved exceptions.
Spanish (Argentina only)
Spanish (Mexico only)
French (Canada only)
Portuguese (Brazil only)

We never do this:
Use a color version of the brand line on Position the brand line on an area of a Use a color version of the brand line on Use the brand line in combination with
a photographic background. photograph where there is insufficient a colored background. a background that gives insufficient
contrast or where legibility is poor. contrast.
Use the brand line in any other than the Use a different typeface or way of writing. Replace the words in the brand line. Use another configuration.
official colors.
Add graphic elements like a drop shadow. Lock it up with the Philips wordmark. Use the brand line (whole or partial) in Use the stars as a graphic element.
combination with another visual element
such as a trademark or symbol.

Our stars
Stars have always been an integral

part of the Philips shield and they
are one of our most distinctive
brand assets.
We draw on the equity of our stars by also featuring

them in our current brand line, where they form a bridge
between ‘innovation’ and ‘you’. When the brand line
is placed on a non-white background or animated the
smallest star should be rendered so that it glows.
The only other application where we allow a star to be

used is in the Philips Excellence logo.
Under no circumstance should the star be featured in

another context or used as a decorative element.
Philips brand guidelines | Philips star Contents | Page 49

When to use the Philips master brand touchpoint materials Wordmark Shield Brand line
brand assets Advertising (print, online, outdoor, seasonal promotions, advertorials, TVCs)
Website
Videos
In-store communications
This overview shows the Events and exhibitions

Internal posters
usage of the key brand assets Publications (brochures, catalogs, leaflets, user manuals, newsletters)
per touchpoint. Annual and sustainability reports

Accelerate! program
Mobile apps (interface and menus, not content)
For further information always refer to the
Internal HR and financial communications
applicable touchpoint guide or when in doubt,
Internal employee publications and training materials
contact the brand.desk@philips.com.
PowerPoint
Email newsletters
White papers
Company flag
Stadium boards
Products (hardware, software)
Packaging
Stationery (letters, faxes, memos, business cards)
Envelopes and mailing labels
Employee email signature
Company spaces
Signage (high-level building, routing signs, reception)
Vehicles (for advertising on vehicles, see advertising)
Promotional items
Intranet, extranet, ConnectUs, employee/key suppliers digital portal
Social media
Co-branding: third party leading or 50/50 joint branding in alliances
Leading element Supporting element Never use
Philips brand guidelines | Identity elements Contents | Page 50

Our brand voice is empathetic
and warm, with a fresh take
on life, which makes you sit up
and engage
Empathetic Engage
The brand voice is the style, tone and personality Our brand voice enables us to talk to a broad range of
we express in the words we use. Every word you write people about a variety of subjects across a huge range
or say on behalf of Philips makes an impression. of touchpoints, and consistently reinforce our values of
Caring, Innovative and Impactful.
Philips brand guidelines | Brand voice Contents | Page 51

Our brand voice delivers on our brand promise and
consistently reinforces our values by being…
Caring Innovative Impactful

Like a people’s champion Like a leading innovator Like a tenacious entrepreneur
We are always... But never... We are always... But never... We are always... But never...
• Empathetic • Uncaring • Forward-thinking • Arrogant • Purposeful • Superficial
• Personal • Distant • Visionary • Predictable • Lively • Old-fashioned
• Authentic • Cold • Inquisitive • Pessimistic • Dynamic • Slow
• Inventive • Conformist

Writing guidance
Caring Innovative Impactful

Show empathy Disrupt expectations Consider context
Connect with your audience as equals, regardless of what Avoid category conventions. Insist on doing things Think about the time your audience has to read, and
you’re saying. Even as experts we value what we have to differently from the way they’ve been done before or the the situation they will be in when reading.
learn as much as what we have to tell. Empathy can also way everyone else does them.
mean getting to the point or getting the facts right. Aim for an effect
Be original Be very clear what you want your audience to think,
Talk like a person Have a word in there that catches people’s attention. feel or do. Make the benefit very clear.
Use personal pronouns (‘I’, ‘you’ and ‘we’) and avoid Take a different point of view. Use fresh metaphors and
corporate jargon. Show emotion where appropriate, but distinctive imagery. Hit hard with facts
don’t get overly sentimental. Caring isn’t always soft. Don’t overload with information – use facts purposefully
Show energy and powerfully. Be specific, not general or vague.
Break up sentences Be bold and enthusiastic. Use dynamic, interesting verbs.
Keep things punchy and short. Reflect the natural Edit, edit, edit
patterns of speech. Move with the times Make every word do a job and leave an impression.
Use modern vocabulary with confidence, but avoid being Remove needless words. The longer you spend editing,
Pick out telling details faddish or sci-fi. Don’t be old-fashioned – for example, the better the end result.
They show we care enough to pay attention. it’s okay to start a sentence with ‘And’.
So our writing makes you sit up
Ask questions So we write with a fresh take on life and engage
Intelligent, intuitive questions. Challenge expectations. Don’t be scared to write in a Make sure you anchor the single most compelling
different style than our competitors do. Enthuse your point of your story in the mind of your reader.
So we write like an empathetic and audience. Demonstrate through your words that we Avoid fluff; your writing should be easily accessible,
warm person are innovative in a way that has a positive effect on clear and memorable.
Whenever possible, mention customers and their world people’s lives.
first and ours second. Write with emotion and aim to touch
people. In general, think carefully about your choice of words.

Shifting the emphasis
What you write about How you write it

Caring
You wouldn’t use the same

language and content in a Innovative Impactful
boardroom as you would

talking to your children. It’s
natural to adjust how you
communicate to suit different
situations and audiences. Caring
Caring
The same applies when communicating about
the Philips brand. Depending on the context, it’s Caring Innovative
perfectly acceptable to place greater emphasis
on one (or two) of our core values. For example, Innovative Impactful
Impactful
in a short headline it could be very difficult to
Innovative
express all three values. Therefore you have
Impactful
to make a choice and emphasize what you
consider most relevant for your target audience.
Example: Example: Example:

Our verbal identity can be thought of as having
two main components:
Safety off the grid We make going home a No more fear of
• Content; what you write about journey to look forward to the dark
• Tone of voice; how you write it.

How we do it
What you write about How you write it Why it works
No more fear of the dark

Application Begins with human emotion and impact.
Website.
Empathetic opening that addresses a real
Content and specific issue.
Solar lighting solution introduction.
For people in regions with no reliable We hope to make going home a journey A simple summary of the innovative
How will we be Caring? electricity, walking home from work in to look forward to. solution and the functional benefits.
By showing an understanding of what the dark can be a daily ordeal.
it’s like to live somewhere off the Ends with the emotional benefit,
electricity grid. Our new lighting range is powered by captured in human terms.
solar energy, and the standalone units
How will we be Innovative? provide good lighting at low cost.
By using light energy as both input
and output; solar-powered lighting
solutions.
How will we be Impactful? Overall this piece is primarily impactful
Caring
With functional benefits (good lighting and then innovative. Caring supports.
at a low cost) and emotional benefits
(a safer, more enjoyable walk home). Innovative
Impactful

What does a headline do?
Four seconds. That’s all you generally have to make

an impact on your reader. A headline should grab their Developing a headline
attention; stop them in their tracks. If someone thinks,
Benefits
“Why should I bother reading on?” you’ve lost them There should be a clear benefit somewhere in your headline/subheading/image combination.
already. Try to convey something of the essence of the For example:
story. Be brief, punchy even. Make it easy to read and

make an immediate impression. Great taste, less fat
Expressing our core values Refers to our Airfryer. This headline requires an image or subheading to explain the context.
A headline should, as far as is possible, communicate our three values; Caring,

Innovative and Impactful. Relevance/newsworthiness
People always want to hear about what’s new. You should also try to clearly express this in the
Short and sharp headline. For example, taking the previous example of the Airfryer, a new version was launched
Headlines should be intriguing, interesting and inspirational. They should be long in 2013 which was larger than its predecessor. So a more appropriate headline could be:
enough to convey sufficient information, and short enough so they can be absorbed
quickly and without too much effort. In general you should try to keep headlines as
compact as you can. Great taste, less fat, more capacity
Powerful combinations Don’t use full uppercase in headlines even if it is just for one word.
The headline doesn’t have to do all the work itself. It’s almost always used in Go to the Brand Voice general considerations section for more information.
combination with images, body text and, in some cases, subheadings. And it’s the
combination of these elements that has to work.

What does body copy do?
Body copy should deliver on the promise

communicated by the headline. It should provide an Writing checklist
additional level of detail, offering compelling reasons
Caring
to engage with the brand or specific products. Have you shown an understanding of your customer’s world?
It should be easily accessible, inviting to read, clear Is it as clear as you can make it?
Have you chosen exactly the right words?
in its messaging and credible. Above all it should Have you got the facts right and double-checked for errors?
be relevant. Any text that does not contribute to the

Innovative
story being told should be removed. Does it sound fresh and creative?
Have you avoided the clichés – both general and category specific?
Expressing our core values Have we approached it from a human perspective?
As far as possible, body copy should communicate our three values: Caring, Have you done something new?
Innovative and Impactful. If the headline emphasizes one value more than the
others, the copy can redress the balance. Impactful
Does it grab attention? Will it stop them in their tracks?
Overall impression Is it focused on the most compelling point?
Keep the language simple and personal. Never be arrogant. Focus only on the Is it as good as you can make it?
essentials; use clear, descriptive terms and emphasize a key feature or benefit. Will they remember it tomorrow?
Be brief. Engage with your audience by saying things in an original way. Surprise
your readers now and again to stimulate thought and leave a lasting impression. Use And finally, does it sound like...
examples wherever possible and avoid jargon, vague generalizations and clichés. an empathetic and warm person
For longer pieces, what’s the most eﬀective way to order content? Remember; you
with a fresh take on life
are telling a story. Make sure it has a logical flow, as well as a credible beginning, who makes you sit up and engage.
middle and end.

Important considerations
Humor Potentially controversial topics Compliance A note on competence

There’s a time and a place for humor. If As with humor, always take cultural nuances Always check with the Be honest with yourself; how competent are
you’re using it, remember: It’s fine trying to and sensitivities into consideration. This brand.desk@philips.com if you are uncertain you to generate text that will be used for
be witty and original, but you should never applies to images, language, subject matter about issues mentioned in this section, or commercial purposes, and that may be read
be offensive, tasteless or cheap. And bear and even product names. Be especially if you have any questions related to the by millions of people all over the world?
in mind that humor can be very culturally careful when you are communicating to compliance of communications material that Remember; copywriting is a profession. You
sensitive. What you think is funny in your multiple markets or on a global level. you have produced or are responsible for. may replace a faulty shower head in the
country may not be funny elsewhere – and bathroom yourself, but for more demanding
may even be considered rude or insulting. It’s fine to be authentic and appealing, but tasks you would almost certainly ask a
we are never overt, tasteless, cheap and Target audience plumber. The same applies to writing. Of
obscene. As is the case with everything you write, course you can write your own e-mails
Offensive language you must define who your main audience etc., but when it comes to generating text
We never swear, use obscenities or Whatever you do, always avoid reference is before starting, and then make sure you that will represent the Philips brand (e.g. on
derogatory language. Nor do we use to drugs, alcohol, smoking, sex, gambling, communicate in a way that will appeal to advertisements, websites, brochures) then
language that could be considered offensive violence, weapons, politics and other similar them. What matters to them? What insight ask a professional. Even if you think you’re
in any other way. potentially sensitive issues. Never suggest will show you understand them? saving budget by doing something yourself,
inappropriate behavior with any of our the eventual cost to the brand of poorly-
products. written text is invariably far higher.
Capital letters
Don’t use full uppercase in headlines even if
it is just for one word. Go to the Brand Voice
general considerations section for more
information.

General considerations
Our language Clear language A paragraph should comprise a number of Avoid jargon and ‘business
linked thoughts that add up to a bigger idea,
Our spelling, grammar and punctuation are Be clear and concise. Obscure words and speak’
just like this. Indicate using a subheading
governed by the standard rules of American complicated language should be avoided. Jargon is specialized, technical language
what the essence of the paragraph is.
English. Useful reference works for US English You will connect with your audience far understood by only a select group of
Avoid sounding repetitious. Occasional use
are The Elements of Style, Fourth Edition and more easily if you keep things simple. people. Generally, it is uninteresting and
of bullet points and diagrams adds variety
The New Oxford American Dictionary. alienating for those not ‘in the know’. Avoid it
and maintains the reader’s interest.
We do this We never do this where possible.
Be careful with regards to word choice, Begin Commence
especially when using US English words for A year Per annum Active writing ‘Business speak’ is slightly different; these
the non-American market. Words like pants Let Permit Active writing is light, energetic and direct. are supposedly clever phrases which have
(US)/trousers (UK), realtor/estate agent, End Terminate Start sentences with the subject, rather than become overused and have therefore lost
zucchini/courgette, crosswalk/pedestrian Because In light of the fact that the object. It also helps to use words that their impact. There are many examples of
crossing, vest/waistcoat, traffic circle/ are interesting, powerful and, occasionally, this online. Here’s an example from the
roundabout and many others can cause unexpected. And, again, keep things Harvard Business Review: http://blogs.hbr.
Be personal
confusion. concise. org/2013/03/a-bizspeak-blacklist/
We are not a cold faceless organization,
A good source for checking is:
but using formal and impersonal language
http://oxforddictionaries.com/words/british- We do this Just because a word appears on a list like
may give people that impression. Address
and-american-terms Customers are our most valuable asset. this doesn’t mean you are forbidden to
yourself directly to your audience. ‘I’, ‘we’,
The HeartStart home defibrillator won use it. But you should think carefully about
‘our’ and ‘you’ are seldom overused.
We do this We never do this Popular Science’s Best of What’s New whether you can’t say the same thing in
Personalized Personalised award. another, more inspirational way.
Program Programme Short headlines, sentences
Color Colour and paragraphs We never do this If you’re not sure what is and what isn’t
Catalog Catalogue Short sentences help the reader to Our most valuable asset is our customers. jargon or ‘bizspeak’, check with a colleague
Fiber Fibre understand your meaning. One thought per Popular Science’s Best of What’s New who is unfamiliar with your subject matter. If
Parentheses Brackets sentence is enough. award was won by the HeartStart home they don’t understand what you mean, your
Period Full stop defibrillator. readers probably won’t either.
Spelled Spelt

Amsterdam). If these alternatives are not an Do not use further levels. You do not
Names and trademarks Exclamation marks
option (for example in financial reporting) need punctuation between bullets or
Always use names and trademarks Exclamation marks are for emphasis.
then use the possessive form. Note: never sub-bullets. For bullet points in body text,
with initial capital letters (unless this Use them sparingly. And certainly don’t use
do this when Philips is used together with use a period after the final bullet.
is a deliberate feature of the name). more than one!
other trademarked names.
We do this
Never abbreviate or make an acronym or
We do this Delegates from all over the world are Quotations marks and
three-letter abbreviation of a name (unless
The Philips board of management attending the conference: quoted speech
it’s a deliberate feature of the name).
Realizing our ambitions • Europe Double inverted commas should be used
Do not put ™, ©, ® or similar next to the - United Kingdom for quotations from speech or a text. Single
name. We never do this - Sweden inverted commas are for quotes within
Philips’ board of management - Greece quotes or when a word is used out of
We do this
Philips’ ambitions are being realized • Asia context (i.e. in an unusual way).
Philips Cineos flat TV
Philips’ Avent - Malaysia
Philips PerfectCare Expert Commas and periods come before the
Philips’ Airfryer - India
Lift and Cut System final quotation mark. Colons, semi-colons,
Philips’ shaver
A new range of products from Philips question- and exclamation marks are
Philips’ Lighting We never do this
placed as required.
Delegates from all over the world are
We never do this
attending the conference: When quoting, use the words ‘says/said’
Philips PCE Bullet points
• Europe or, when the person starts speaking again,
Lift and Cut™ You may use bullet points in body text
- United Kingdom, ‘adds/added’ or ‘continues/continued’.
to make lists easier to read or highlight
-- London, Newcastle, Glasgow Alternatives like ‘answered’, ‘opined’,
important information.
- Sweden, ‘mentioned’, ‘described’ or ‘quoted’ are
Possesive Philips statement
Use them as follows: - Greece. unnecessary. The only reason to use another
Avoid the possessive (Philips’) if possible.
• First level • Asia word is if it describes a specific action that is
Use alternative words (e.g. our headquarters
- Second level - Malaysia, relevant to your story (e.g. ‘whispered’).
in Amsterdam instead of Philips’
- India.
headquarters in Amsterdam) or grammatical
structures (e.g. at the Philips headquarters in

We do this Don’t repeat the word in a headline or

Superlatives Clichés
Today’s kitchen appliances are ‘smart.’ anywhere else where the brand line
Superb Ultra Superior Amazing Excellent Some words are used so often they wash
‘innovation and you’ is also present.
Impressive Ultimate Perfect Incredible over audiences with little impact or, worse
“We aim to expand into new markets early Always try to take a fresh angle!
Extreme still, alienate your readers. Use these words
next year,” said Maria, “although we may
extremely sparingly!
start even earlier.” We do this
Use superlatives sparingly; only for a
Magic touch screen
genuine benefit that stands out from the Advanced Easy Magic Solution Authentic
We never do this Built to last
competition. Since they can seem vague Distinctive Perfect Stylish Best Genuine
Today’s kitchen appliances are “smart”. We have a rich heritage in technological
(and even insincere), always use superlatives Unique Trust Simple Guaranteed Reliable
breakthrough
in combination with words that are
“We aim to expand into new markets early Uses high-quality materials like titanium
meaningful to the consumer. In other words; Try to come up with an original alternative
next year,” commented Maria, “although we
be specific! to the words on this list. That’s when
may start even earlier.” We never do this
people will sit up and listen. If you feel
It’s like magic
Also be careful that what you write doesn’t there is no real alternative, use the words in
Reliable performance
Abbreviations imply other products of ours are inferior. combination with others that clarify what
Innovation is in our DNA
Abbreviations for longer words interrupt you mean.
Stylish design
the flow of your writing and can lead to We do this
misunderstanding. Only use abbreviations Incredible Surround Sound In addition, take care not to over-use certain
if they are extremely common and well Incredible Colors phrases. You’d also be amazed how many Initialisms
understood (e.g. cont., etc., photo, bye, plane). Ultimate picture quality companies claim that something is “in The problem with initialisms (which are
their DNA.” And the word ‘innovation’ was often mistakenly called abbreviations or
We do this We never do this We never do this used 33,528 times in quarterly and annual acronyms) is knowing how well understood
Hours Hrs Incredible performance reports in 2011 alone. Especially because they are. So when you do use one, make
Yours Yrs Ultimate experience it’s a central component in our new brand sure your reader understands by supplying
Administration Admin messaging, think carefully every time you an explanation the first time it is used (e.g.
Including Inc. use it. “The stock keeping unit (SKU) refers to…”)
Corporation Corp
Capital letters Caps

Some initialisms are well known because • For initialisms (e.g. TV, DVD) We never do this
Numbers
they are in general use globally, and • For titles (e.g. of publications or articles). Do Play GAMES and Music. Write numbers from one to nine as
therefore do not need explaining (e.g. DVD, not capitalize short prepositions or ‘the’, ‘a’, or
words and 10 or higher as digits. Write
CD, www, EU, US, UK, BBC, PC, TV, LED). ‘an’, if they are not the first word of the title. MANY OF THE WORLD’S MOST FAMOUS
alphanumerics and numbers in product
• In alphanumerics (e.g. 26PW8402) BRAND NAMES ARE AMERICAN: NIKE;
versions and technical specifications
We do this We never do this Never use capital letters: MCDONALD’S; FORD; MICROSOFT.
as digits. Use Arabic numerals for digits
Business-to-business B2B • After a colon, semicolon or hyphen Please take note: No initial capital and after
(1, 2, 3 etc.)
Business-to-consumer B2C • At the start of every word in a sentence or a colon.
To be confirmed Tbc headline
We do this
Week commencing W/c • All capitals for a word or running text. Philips Announces A Breakthrough In
The Airfryer delivers great taste with up to
Original equipment manufacturer OEM Shaving Comfort
80% less fat. It first appeared on the market
Stock keeping unit SKU There are different rules for units of measure.
two years ago.
Unique selling proposition USP Use the official ISO standards.
Emphasis
Solid State Lighting SSL www.iso.org/iso/home/standards.htm
Bold or italics can be used to add emphasis We never do this
We do this within body text. Underlining must not be The Airfryer delivers great taste with up to
Never make an abbreviation out of
used, except for hyperlinks, website or email 80% less fat. It first appeared on the market
a trademark or brand name. Play games and music.
addresses. Never use combinations of bold 2 years ago.
Many of the world’s most famous brand and italics.

Capital letters names are American: Nike; McDonald’s;
Use capital letters: Ford; Microsoft We do this
• At the start of a sentence Our writing should always express our
• At the start of a bullet point Please take note: no initial capital after a three core values of caring, innovative and
• For proper nouns like names and places colon. impactful.
• For days of the week and months
(e.g. Monday, January) Philips announces a breakthrough in shaving We never do this
• For trademarks like branded feature comfort Our writing should always express our
names (e.g. Pixel Plus, Digital Crystal Clear, three core values of caring, innovative and
SuperScroll, wOOx, SuperSkip) impactful.

Our photographic
style draws people
in by being iconic,
natural, unrehearsed
yet aspirational
Draws people in Iconic
Stimulate the senses. Create a rich, Celebrate the design of our products in
sensorial effect. You should be able a proud, confident way. Showcasing the
to taste the coffee, smell the summer iconic shapes and silhouettes.
rain, hear the reassuring sound of
the heartbeat, feel the vibrancy of Natural, unrehearsed yet aspirational
the colors… Images should have an Capture genuine moments that matter
emphatic quality you can almost and which resonate, without being
touch. Just like being there. overly sentimental and ordinary.
Philips brand guidelines | Photography Contents | Page 63

Our photography style
Achieve an iconic, natural, unrehearsed yet aspirational

end result through:
Lighting Depth of field Color and contrast Angles, composition and framing
Use lighting that is appropriate to the A shallow depth of field with a strong focal Images should be rich in contrast. Shoot from dynamic, unusual angles.
environment you are shooting in (i.e. in an office point pulls the viewer in while drawing When choosing clothing, accessories Try to get ‘up close and personal’
the lighting is generally bright, whereas in a attention to the most important aspects of the and locations and backgrounds for a photo with the subject matter. Use bold,
hospital ward for premature babies it would be picture. shoot, always consider the approved color imaginative cropping.
much less intense). When using artificial light, palette.
make sure it is as sympathetic to the setting as
possible.

The photography levels
Mixing and matching

these photography
levels leads to a more
editorial style to help tell
our stories and create
Andy WIlson
experiences.
1. The experience 2. Interaction 3. Product as hero: in situ

People experiencing the use of our products. How people engage with our products. Celebrating the design of our products.
4. The end benefit 5. Free-standing products 6. Product details 7. Portraits

The emotional impact of our products. Emphasizing iconic design qualities. Highlighting an important part of the design. Capturing personal essence.

Tobias Regall
1. The experience
Show genuine-looking examples of

people experiencing our products
or services in their natural context.
The experience is central, not
the product.
To achieve this, the person (or people) can be in focus

while the product isn’t. People should be engrossed
or totally focused in the product experience, to such
an extent that they appear unaware of the presence
of the camera.
Showing the beauty and

robustness of the glasses.
The boy is completely
engrossed in his task.
The products have a subtle,
unexpected position in the
shot and are not in focus.

Maurice Heesen
1. The experience
The depth of
field used here
suggest you are
the other chess
player.
Through the use

of framing and
depth of field, it
is clear that the
product – in this
case a bicycle –
is secondary to
the man who is
working on it.
The relatively
unobtrusive
presence of
the streetlights
and head torch
help this runner
totally focus on
The child is captivated by the game he’s playing on the his activity.
console. The light on his face emphasizes the usage –
and links to the product.

Andy WIlson
2. Interaction
Illustrate how people use our

products/services in a way that
highlights a specific benefit, an
important innovation, a unique
and highly-appealing aspect of
the functionality or a particularly
relevant design feature or use
of material.
To achieve this, the product will always be in focus. If

there are any faces in the shot, they should not appear
to be aware of the camera. Again, as when showing
the experience, stimulate the senses and draw people
in. The images should have a vibrant quality that help
express multi-sensorial impressions.
Multi-sensorial
impressions; you can
almost hear the rustle
of the paper and smell
the fresh herbs.

2. Interaction
Feel the delicacy of an asparagus being peeled.
Topher Cox
Draw the eye immediately to the Highlight the detail and precision The product here is actually the This task is much easier and
shoe through the composition of the product. eye shadow, but we show the safer when properly lit.
and depth of field. application.

3. P
roduct as hero:
in situ
Celebrate the design of our products

by showing them – or parts of them
– in real-life situations or in other
natural and appropriate contexts.
In these shots there is no human
interaction; the products themselves
are the heroes.
To achieve this, the product or the most relevant part of the

product will always be in focus. Use lighting, props and/or
specific locations to strengthen the overall impression.
The product is central to

the shot and is shown in
its natural context.

3. P
roduct as hero:
in situ
This shot links the fine detail on the Wouldn’t you just love to taste the A Vespa doing what it does best; looking great in the midst of urban traffic.
fountain pen with the craftsmanship chocolate cake mix off these whisks?
of writing a letter by hand.
Moonligth365
D.O. Lcraft
The feeling of tradition is strong through capturing The bristles of one toothbrush are in focus and therefore
classic materials like leather and wood. catch your attention, but by showing two others you
suggest a family setting.

4. The end benefit
Show moments that feel genuine

and in which people directly or
indirectly benefit from our products.
Illustrate the fact that we deliver
innovation which has a positive
impact on people’s lives.
To achieve the required effect, emphasize emotion,

trigger one or more senses, and draw the viewer into the
image so they feel a connection with the subject matter,
whether it is people or appealing/inspirational objects.
No products are shown.
The girl is enjoying deliciously fresh water from

An end-benefit shot a fountain, but it’s our Sonicare toothbrush
must always be used that helps keep those teeth healthy and white.
in combination with a
product shot.
Moonligth365

4. The end benefit
Andy WIlson
Our coffee makers help fuel many a Delicious and healthy food,
stimulating conversation. courtesy of the Airfryer.
Getty Image Source

Laser hair removal can make you feel much A mother-to-be contentedly relaxes after
more confident about your body. having had the results of an ultrasound.

5. Free-standing
products
Celebrate the design of our products

by showing them in a simple, clean
and appealing manner. There should
be nothing else in the image to
divert attention.
The entire product, or the majority of it, will be in focus.

There should be sufficient contrast with the background.
Products will be in contact with a surface, so not ‘floating’.
Shadows can be used to emphasize shapes and contours.
The shadows should be soft and natural, and there are
no highly-reflective backgrounds.
Emphasizing iconic
design or striking form
through the angle and
composition of the shot.

5. F
ree-standing
products
There are two possible approaches to free-standing products.

The first is photography; the shot should be composed to
emphasize an iconic shape, which could mean shooting from
above, straight on, or from an unusual angle. Alternatively you
can take a standard three-quarters shot.
The second approach (preferred) is to make a rendering, so
as to achieve the same effect as outlined above.
Choose the angle that best accentuates and celebrates the form of the product.
Elegant three-quarter views.

Ming Thein
6. The details
Zoom in on a particular aspect of

a product in order to emphasize a
relevant design feature or material,
specific benefit, important innovation
or unique and highly-appealing
functionality. There should be nothing
else in the shot to divert attention.
To achieve this, a shallow depth of field may be used for

highlighting, although this is not mandatory. There should
be sufficient contrast with the background. Soft and natural
shadows can be used to emphasize shapes and contours.
Give a feature like product

A product detail must tooling the attention it deserves.
always be used in
combination with a
product image.

6. The details
Elaina Smardzijn
Citroen Lacoste
Andy WIlson
Detail can be shown in sharp focus, with the rest of the product disappearing Focus on detail and shape. Where appropriate, keep the entire shot in
into the background through the use of narrow depth of field. focus to emphasize a particular highlight.

Product rendering
There are a number of reasons

to choose a computer generated
rendering rather than photography,
including:
• The product is unavailable
• Speed
•F lexibility (e.g. light settings can
be adjusted afterwards)
•Y ou want to show an exploded
view or cross-section
When using renderings, make sure the

end result looks as natural as possible.
Follow the same guidelines as for
photography. We never make hyper-
real renders with high shine shadows as
shown here (this is the old style).

Product rendering tips
Depth of field
Replicate a narrow depth of field for a more refined, premium-quality feel. This is
especially applicable in product detail photography, as it helps draw attention to
specific features. The area of interest is in focus while the rest is not.
Lighting
Ensure the natural lighting style defined for photography is maintained in product renderings.
Use simple ‘soft box’ reflections for larger, high-gloss product surfaces. More detailed
reflections can be applied to emphasize smaller areas of the product (e.g. edges, buttons or
bevels). Add a soft drop-shadow to make the product fit more naturally into its environment.

Multiple products
Product rendering
Multiple products
When showing more than one product, use engaging,
inspirational and dynamic compositions that clearly express
form and function.
Exploded views and cross-sections

Exploded views or product cross-sections can be helpful
in explaining a particular technology or feature. Use
these images sparingly; our brand is not only about the
technology (innovation) but also about the end benefit (you).
Multiple products top view

Inside the product
Exploded views Cross sections Masked-off areas

Showing separate elements that are normally Deliberately removing part of the product to reveal Obscuring certain parts of the product in order to highlight
interconnected and therefore (partially) hidden. otherwise hidden elements. others.

Background; creation Background; possible variations
The product example on

the left is laying flat on a
background with soft shadow.
We also can show
products standing up against Default white Color gradients
an infinity wall with soft The default background color for You can apply any of the approved
shadows, as below. product renderings is white. gradients from our color palette as
a background, as long as there is
Infinity wall enough contrast with the product.
Create a gradient using enrichers We never use black as a background
5, 6 and 7 to suggest an infinity color.
wall.
Note: showing a product ‘free-standing’

on a white background without a drop
shadow is only allowed for e-commerce
partners (e.g. Amazon) who have strict
All assets have to be rendered on a transparent background. guidelines for showing products without
A soft drop shadow is included for consistency. any shadow in their communications.

7. Portraits
A photographic portrait is an artistic

representation of a person in which
the face and expression capture
the likeness, personality and even the
mood of the subject.
It is therefore more than just a
snapshot, but rather a carefully
composed image, that should feel
natural.
Milan Vermeulen
None of the photographs in this document can be

reproduced without gaining the written permission
of the photographer due to copyright laws.

Right top and bottom images: Maurice Heesen
Examples: portraits and group portraits
Shoot in an engaging and natural way within a situation that will help reflect the
person/groups job role or lifestyle.. Create engagement and intensity by focusing
entirely on the person/people with blurring the background (unless it is important
to show the person in a specific content or situation). The person doesn’t have to
look directly into the lens, but you should be able to see enough of the face(s) to
capture their likeness and personality.
David Loftus
Andy Wilson

David Loftus
David Loftus
Example: Executive Committee portraits
The images on the left hand side of the page show examples of ‘formal’
portraits, these are used within financial communications and our own
annual report. The examples on the right hand side of the page show far
more casual and candid portraits, these express both confidence and
teamwork and are mainly used internally.
Top left three images: Frank van Beek
Frank van Beek

David Loftus
David Oliver
David Loftus
David Loftus

1. The experience
All images: Mark Prince

Example: our photographic stories - coffee
We use a combination of photos from various photography
levels to create a rich, multi-dimensional story.
4. The end benefit 6. The details
3. Product as hero: in situ
2. Interaction

1. The experience 1. The experience
All images: Andy Willson

Example: our photographic stories - lighting
The fabulous restaurant Eataly in Rome.
4. The end benefit 2. Interaction
1. The experience 1. The experience 2. Interaction

1. The experience
All images: Topher Cox

Example: our photographic stories - healthcare
levels to create a rich, multi-dimensional story. Use lighting that
is appropriate to the environment you are shooting in.
3. Product as hero: in situ
1. The experience 3. Product as hero: in situ 2. Interaction

1. Interaction
Example: our photographic stories - healthcare

levels to create a rich, multi-dimensional story. Use lighting that
is appropriate to the environment you are shooting in.
1. The experience
3. Product as hero: in situ 4. The end benefit
1. The experience 1. Interaction 1. The experience

1. The experience 4. The end benefit
All images: Dario Mitidieri

Example: our photographic stories - lighting
levels to create a rich, multi-dimensional story.
2. Interaction
4. The end benefit
3. Product as hero: in situ 3. Product as hero: in situ

We never do this:
Simone Becchetti
Ozgur Donmaz
Sergey Ivanon
Ryan J Lane
Bill Grove
Use black-and-white images. Use images as metaphors. Use washed-out images. Use oversaturated, flat colored Show inappropriate or rude poses.
images.
Verena Stefanie Grotto

Steve Debenport
Dan Porges
Geber86
Knape
Use theatrical expressions. Use unrealistic and overtly-styled Use uninspiring ‘real’ images. Dress people up in ‘faddy’ clothes. Show any brand logos other
images. than Philips.
We have tried to find the rightful owners of all pictures in these guidelines. If you are the subject or owner of any
pictures shown here and object to their publication, please contact us so we can remove them.

Celebrity
endorsements
Celebrity endorsement is a channel

of brand communication in which a
celebrity acts as the brand’s
spokesperson.
The key to credible endorsement is having a celebrity

strengthen the reason-to-believe of a product through his
or her own experience or expertise.
We follow our photography guidelines for image style and

art direction, using ‘The experience’, ‘The end benefit’ and
‘Portraits’ photography levels to tell our stories.
1. The experience
Download the Celebrity Endorsement Guide for more
information.
4. The end benefit 7. Portrait
Armin Van Buuren (DJ and
producer) co-developed
our headphones
Song Hye-kyo (actress) Alessandra Ambrosio

endorsed our beauty (model) endorsed our
products beauty products
DownloadDownload wordmark
celebrity endorsements guide
Philips brand guidelines | Celebrity endorsement Contents | Page 92

Our composition and
layout follows natural
proportions to create
balance and harmony
Balance and harmony
By using the golden ratio as an inspiration, we create compelling
and consistent designs across all formats and touchpoints.
Philips brand guidelines | Composition and layout Contents | Page 93

The Philips Ratio applied
All these examples share the same pleasing,

natural proportions.

Philips Ratio
To easily and consistently tap into the pleasing

proportions of the golden ratio, we have captured
its rhythm in our new Philips Ratio, which should be
applied to all of our designs.
ABC D E F G H I
B C
A
E
D
Golden ratio Philips Ratio

ABC D E F G H I
1.618
1.618
1.618
Philips Ratio: 1.618
preparing your canvas 1.618
1.618
The Philips Ratio can be applied to any canvas;

the canvas is the term for the format you are
designing. It could be a poster, website, 1.618
smart phone screen, brochure, packaging, etc. Download the Philips Ratio ABCD E F G H I
Place it and stretch it to fit your canvas
1. Applying the Philips Ratio to your canvas

• Download the InDesign/Illustrator Philips Ratio template
• Place it in the top-left corner of your canvas ABCD E F G H I
• Extend it to the bottom-right corner. The blocks are your increments.
I H G F E DCBA
2. If for whatever reason you cannot download the Philips Ratio
template, you can create the Philips Ratio proportions yourself
• Draw an outline around the edge of your canvas. E.g. for an A4 page the
box would be 297 x 210 mm
• Duplicate the outline and divide this by 1.618. The new outline will now
measure 183.6 x 129.8 mm ***
• Repeat step 2 six more times to create eight blocks in total*
• Align the eight blocks to the top left corner of your canvas. This will give
you the Philips Ratio.
* For extra large formats you can repeat this step as many times as necessary.
** For more information on placing and scale the wordmark, Philips Shape
and/or the shield please refer to their relevant chapters.
*** The Philips Ratio can be mirrored if it helps sizing and placing your
elements. Square Long Tall
Download
Download thewordmark
Philips Ratio

Using the Philips Ratio to set
composition and layout
Creating layout grids Sizing elements Composing layouts and placing elements
Building a framework that will support a balanced layout. Defining the size of key elements like headings and copy. Composing layouts and positioning the various elements
Go to the page ‘Sizing elements’ in this section for more to best effect.
information.
1.618 Innovation engage

We use layout to
1.618 Innovation that & direct

1.618 Innovation that matters At vero eos et accusamus et
Sed ut perspiciatis unde omnis iste natus error sit voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem
1.618 Innovation that matters to you accusantium doloremque laudantium, totam rem aperiam,
eaque ipsa quae ab illo inventore veritatis et quasi architecto

ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia
non numquam eius modi tempora incidunt ut labore et dolore

beatae vitae dicta sunt explicabo. Nemo enim ipsam volup- magnam aliquam quaerat voluptatem. Ut enim ad minima
tatem quia voluptas sit aspernatur aut odit aut fugit, sed quia veniam, quisunt explicabo. Nemo enim ipsam voluptatem
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sequi nesciunt. Neque porro quisquam est, qui dolorem consequuntur magni dolores eos qui ratione voluptatem
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non numquam eius modi tempora incidunt ut labore et dolore
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magnam aliquam quaerat voluptatem. Ut enim ad minima
velit, sed quia non numquam eius modi tempora incidunt ut
veniam, quis nostrum exercitationem ullam corporis suscipit
labore et dolore magnam aliquam quaerat voluptatem. Ut
laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis
enim ad minima veniam, quisolores eos qui ratione volup-
autem vel eum
tatem sm quia dolovr sit amet, consectetur, incidunt ut labore
et dolore magnam magnam aliquam quaerat voluptatem.

Sed ut perspiciatis unde omnis iste natus
- Ut enim ad minima veniam
error sit voluptatem accusantium dolo-
- Vuis nostrum nostrum exercitationem
remque laudantium, totam rem aperiam
- Ullam corporis suscipit laboriosam
Eaque ipsa quae ab illo inventore veritatis et quasi architecto - Nisi ut aliquid ex ea commodi consequatur?
beatae vitae dicta sunt explicabo. Nemo enim ipsam volup- - Quis autem vel eum
tatem quia voluptas sit aspernatur aut odit aut fugit, sed quia
consequuntur magni dolores eos qui ratione voluptatem
If you are creating any sort of publication (printed or digital)

such as a brochure, catalog, report, magazine, leaflet or
specification sheet, please go the publications touchpoint
guidelines. These guidelines provide specific advice regards
the size and positioning of the branding elements and how
to create a flexible grid.

Creating layout grids
If you want equally sized
margins around your canvas,
you can also use a square
derived from a step in the ratio.
When creating a layout grid, there are

a few basic principles that should be
observed.
Luminous
Issue 05, March 2015
The art of presentation

Sed ut perspiciatis unde omnis iste accus
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Philips Ratio rem aperiam, eaque ipsa quae ab illo inventore
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1. Download the ipsa quae ab illo inventore veritatis

et quasi architecto beatae vitae dicta
veritatis et quasi architecto beatae
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zzril.
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voluptatum deleniti atque quis corrupti bene excepturi sint occaecati portas
2. Set your canvas 3. Choosing a margin size 4. Creating a grid

Stretch the Philips Ratio template Pick an increment from the Philips Divide the area inside the border into
from corner to corner (for Philips Ratio Ratio to use for defining the outer a grid. You are free to determine the
guidance go to the beginning of this borders. layout of this grid, based on the number
section). of columns required by your touchpoint.

Sizing elements
21 pt
It feels like
55 pt
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dino doloremque laudan. Sed ut perspiciatis
sunshine
unde omnis iste Accusantium dino doloremque
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13 pt
streaming in,
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It’s important to size related elements according

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to the increments derived from the Philips Ratio.

architecto beatae vitae dicta sunt explicabo. Nemo enim dignissim qui blandit praesent luptatum zzril delenit augue
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cloudy day.
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For example, a heading should be 1.618 times as

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quia matori numquam eius modi tempora incidunt ut facit eorum claritatem. Investigationes francin
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quam littera gothica, quam nunc tputamus parum claram,
large as a subheading, which in turn should be

ducimus qui blanditiis moloto praesentium voluptatum
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8 pt bene excepturi sint occaecati portas cupiditate non

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quidem rerum facilis est et expedita
1.618 times as large as the body copy.

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Caption footer
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adipiscing elit, sed diam nonummy nibh euismod
tincidunt ut laoreet dolore magna aliquam
Note:
For your main body copy to remain legible, don’t drop below 7.5 pt
for print and 11 px for digital.
34 x 1.618 = 55 pt Innovation that

21 x 1.618 = 34 pt Innovation that matter
13 x 1.618 = 21 pt Innovation that matters to you
8 x 1.618 = 13 pt Innovation that matters to you
8 pt Innovation that matters to you

Philips Healthcare
Mauris gravida ligula eu mollis lacinia. Sed pharetra mi
Composing layouts
at pretium tempor. Vivamus gravida feugiat odio sed
convallis. Duis sagittis metus lacus, in luctus diam ornare
Outdoor areas ac. In in gravida tellus. Suspendisse porttitor neque
enim, at semper est convallis et.
solutions
and placing elements
Aenean eget tempor erat, et molestie erat. Nullam nec
New technologies allow solutions are essential to help reduce velit eros. Donec tempus dictum justo ullamcorper
carbon emmisions and costs.
you to paint dynamic and imperdiet. Aliquam et mi luctus, aliquet orci non, luctus
scene settings effects
Our MASTER LEDtubes are tough and nunc. Phasellus risus ante, molestie nec odio eget,
durable both indoors and outdoors,
with light. Dimming delivering high quality light, optimum viverra scelerisque nisl.
visability and safety. Used with
solutions can be used controls, our lighting solutions provide
for softer ambiences and illumination only when and where it is Pellentesque habitant morbi tristique senectus et netus
needed for increased energy efficiency
changing programmes et malesuada fames ac turpis egestas. Aliquam molestie
adapt the light to suit
Car parks and outdoor areas nunc sit amet tristique condimentum. Praesent pulvinar
Turn your hotel into a landmark that
different occasions or people will remember and recognize. felis ante, sodales blandit dolor consectetur eget.
Your façade is your most potent calling
communicate seasonal card. Make it distinctive and eye
messages. catching and you could even generate
significant amounts of extra revenue.
Express your hotel’s unique identity Awards and recognition
With our special lighting controls you with white lights, dynamic ambiences or
Determining the best areas for placing content

can use light in the most sustainable subtle color settings. Whatever it takes Praesent leo est Duis lobortis
way, reducing energy consumption to create the most impact and make a aliquet a eros nec, elementum convallis consequat aliquam. Etiam sit
and light spillage at the same time as real statement in your environment. ipsum. amet sem blandit quam ultricies
improving your hotel’s credentials. Most molestie et ac risus.
parking facilities operate 24 hours a day. www.philips.com/hospitalitysolutions Quisque eleifend est
Sustainable, energy efficient lighting Product overview, page 53 in nulla congue posuere. In libero Nullam et
massa, scelerisque quis neque dictum, bibendum nulla.
venenatis commodo risus.
Donec iaculis sed
eW/Color Burst MASTER LEDspot In pulvinar elit risus eget congue. Mauris eget urna ac
Powercore PAR38 Outdoor iPlayer3 id sapien facilisis, quis molestie quam ligula semper sollicitudin vel ut sapien.
Use the Philips Ratio to arrange the elements like headlines, body copy, ColorGraze
Powercore
Controller
MASTER
pretium.
Donec elementum accumsan

Vivamus rutrum
tincidunt libero, at lacinia quam
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photos and graphic elements in a balanced and harmonious way.

sem, non ullamcorper justo enim a fringilla rutrum, dolor libero blandit elit,
massa. ut adipiscing nibh urna nec sem.
Cras tempor a ligula Donec ut quam quam

curabitur ac tincidunt ante. morbi non pulvinar ipsum. Curabitur
imperdiet arcu et enim vulputate, nec
Suspendisse egestas egestas molestie lorem vestibulum.
at pellentesque purus pellentesque eu.
Aliquam sagittis malesuada mattis
Much of this process relies on the designer’s ability to create different and
Donec condimentum praesent ullamcorper blandit
Feel
eget arcu molestie ornare. sollicitudin.
recognized
effective layouts. However, the Philips Ratio helps make sure this happens
within a clear, consistent structure.
“Removing unwanted hair has never been so Technical specifications

Light fluency (J/cm2):
safe and easy”

Body attachment: 2-6 J/cm2,
Precision attachment: 2-6 J/cm
Light spectrum:
Body attachment > 570 nm,
Precision attachment > 600 nm
High performance lamp:
Delivers > 100,000 flashes
Unwanted facial or body hair can easily
Safety and adjustable settings
Luminous
be removed. Take a look at the benefits Safety ring system:
of IPL, epilating, shaving and trimming. Prevent unintentional flashing
5 light energy settings:
Adjustable to your skin type
Nunc dictum eget libero at porta. Nunc et risus sit amet risus Integrated UV filter:
porta mattis sed at mauris. Vestibulum enim odio, facilisis vel Protects skin from UV light
urna a, tincidunt semper purus. Sed accumsan lorem vel tempus
feugiat. Nulla a magna tellus. Issue 05, March 2015
Application areas
Body areas:
The art of presentation

Sed a enim turpis. Duis commodo, dui sit amet pulvinar aliquet, Legs, Underarms, Belly, Bikini
magna mi vulputate ligula, quis imperdiet ante metus non Morbi tempus dui eget lorem semper mattis. In iaculis tincidunt Face areas: Chin, Sideburns, Upper lip
lorem. Ut consequat at est et sagittis. Suspendisse egestas faucibus. Nulla porta condimentum.
interdum adipiscing. In auctor vel lorem ut consequat. Attachments
Body attachment (4 cm2):
Sed vel nisi blandit, semper arcu quis, sagittis quam. Nulla
facilisi. Cum sociis natoque penatibus et magnis dis parturient
For use below the neckline
Precision attachment (2 cm2):
Sed ut perspiciatis unde omnis iste accus
montes, nascetur ridiculus mus. Suspendisse ultrices porttitor
diam quis eleifend.
For safe application on face antium dino doloremque laud antium, totam
Praesent felis magna, condimentum eget rutrum eget, ultrices
Application time rem aperiam, eaque ipsa quae ab illo inventore
Bikini: 4 min
id magna. Quisque feugiat, diam a imperdiet dignissim, mauris Face: 1 min veritatis et quasi architecto antium beata.
lorem. Ut non purus id libero porta elementum ut vitae lacus. Lower leg: 8 min
Ut consequat at est et sagittis. Slide and Flash:
For convenient application
Step and Flash: Heading style here Accusantium dino doloremque
For treatment on curvy areas
Underarms: 1 min
Accusantium dino doloremque laudantium, totam rem aperiam,
laudantium, totam rem aperiam, eaque eaque ipsa quae ab illo inventore
Items included ipsa quae ab illo inventore veritatis veritatis et quasi architecto beatae
Storage: Pouch et quasi architecto beatae vitae dicta vitae dicta sunt explicabo. Nemo enim
Instructions for use:
sunt explicabo. Nemo enim ipsam ipsam ipsam voluptatem praesent
Full user manual, Quick Start Guide
Charger: Multi voltage charger ipsam voluptatem praesent luptatum luptatum zzril.
zzril.
Vivamus tempor ligula nisl, ac dignissim dolor condimentum ac. Power Heading style here
Maecenas hendrerit eros vel odio sollicitudin ultricies. Power system: Rechargeable battery
Heading style here Voluptas sit aspernatur aut odit aut
Voltage: 100-240 V
Charging time: 100 minutes Voluptas sit aspernatur aut odit aut fugit, sed quia onsequu ntur magni
Running time: Minimum 370 flashes fugit, sed quia onsequu ntur magni dolores eos qui ratione voluptatem
Service warranty: dolores eos qui ratione voluptatem sequi nesciunt. Neque porro della
2 years global warranty sequi nesciunt. Neque porro della quisquam est, qui dolorem ipsum quia
quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci
dolor sit amet, consectetur, adipisci velit, sed quia matori numquam
velit, sed quia matori numquam eius modi tempora incidunt ut
eius modi tempora incidunt ut labore et dolore magnam aliquam
labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad Caption here
quaerat voluptatem. Ut enim ad minima veniam, quis nostrum bene Accusantium dino doloremque laudantium,
minima veniam, quis nostrum bene exercitationem ullam corporis suscipit totam rem aperiam, eaque ipsa quae ab illo
exercitationem ullam corporis suscipit molto due laboriosam calibri.

est laborum et dolodolores eos qui ratione
molto due laboriosam calibri. voluptatem sequi nesciunt. Neque porro in
At vero eos et accusamus et iusto quisquam est, qui dolorem ipsum quia dolor sit .
Heading style here odiometer dignissimos duci mus
At vero eos et accusamus et iusto qui blanditiis moloto praesentium
odiometer dignissimos duci mus voluptatum deleniti atque quis
qui blanditiis moloto praesentium corrupti quosolores et quas molestias
voluptatum deleniti atque quis corrupti bene excepturi sint occaecati portas
Philips Ratio
Download the Philips Ratio

Creating focus for photography or illustration
using the sweet spot template
Sweetness
and light:
both on the
Photography or illustrations used in our menu in Eataly
touchpoints should be eye-catching and
impactful. The use of the sweet spot
Passion
template helps designers to ideally compose,
& gain:
scale and position these visual elements for my quest to
raise a million
maximum impact.
Similar to the Philips Ratio template, the sweet spot template can be Savour the full story:
lighting.philips.co.uk/eataly
stretched from corner to corner of your image area. There are four
potential sweet spots defined by the template; where the lines cross.
Only one of those points should be used to define the focal area of
your composition.
Sweetspot template
Download
Download wordmark
the sweet spot template

Nature’s magic number is the inspiration
for our composition and layout
The golden ratio connects mathematical precision It was the perfect inspiration for the Philips Ratio. We want to make sure our
compositions and layouts are always visually appealing and well balanced.
with nature, and people. It is said to manifest itself in the By harnessing the harmony of the golden ratio in the Philips Ratio we can
natural world everywhere from sunflowers to the rings achieve this, time and time again. Invariably when we encounter designs
that ‘just fit’ or ‘just work’ it’s because they are tapping into the proportions
of Saturn, as well as in the world’s great buildings, music, of this ratio.
art and design. It is even intrinsic to our perception of

beauty. Some of the most brilliant minds down through
the ages have spent endless hours entranced by this
simple ratio and its properties.
Nature Human body Architecture Classical art Modern art

Our colors are vibrant
yet we are always
blue and white at heart
Vibrant
We use color to organize information, contextualize,
direct attention and to bring our brand, products
and services to life. Our sophisticated color schemes
and palettes also reflect our diversity and respect for
cultural differences across categories and markets.
Blue and white at heart

Although we offer a wide spectrum of approved colors,
when people think of Philips they should primarily see
blue and white in their mind’s eye.
Philips brand guidelines | Color Contents | Page 103

Communicating in color
15th March 2014
76%
Webinar Series
Let’s talk social Cupidatat non proi

dent sunt in culpa
qui officia
58
58%% 35%
Vive
35 %
la revolution
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in culpa upidatat Ut enim ad minim
qui officia veniam, quis nostrud
86%
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LED
ad minim
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Our colorPrimus
palette inter parus has
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fugiat nulla pariatur.
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provide consistency but
57%
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quis nostrud also differentiate

quis nostrud exercitationgroup
exercitati
and business category
communications.
Think
pink
this october Vive
Vive
la revolution
86% ad minim
LED
LED
This October, we’re
supporting pink ribbon for veniam,
breast-cancer awareness.
Primus inter parus

How are you going to support
fugiat
Ut enim ad nulla
minim pariatur.
veniam,
57%
quis nostrud ex ea commodo consequat.
exercitati Duis aute irure dolor in
Support and join in

www.philips.com/thinkpink
Vive
La revolution
Philips brand guidelines | Color
86% ad minim Contents
LED
| Page 104
Ut enim ad minim veniam, quis nostrud
veniam, exercitation ullamco laboris nisi ut
aliquip ex ea commodo consequat.
Duis aute irure dolor in reprehenderit in
Primus inter parus
Philips blue (on white) – dedicated to the wordmark and the shield only.
Extended blues Support colors
Group blue 5 Very dark
Group blue 4 Dark
Group blue 3 Bright
Group blue 2 Light
Group blue 1 Very light
Blue Aqua Green Orange Pink Purple
Enrichers
Black 90K 75K 60K 45K 30K 20K 15K Red
Note: different rules apply when using the shield and

The color specifications are all shown within wordmark on our products. For more information, please
the download color palette document. refer to the Product branding guide.
Downloadcolor
Download wordmark
palette

Using color for group
communications
When we communicate using color
from a Philips group perspective,
Extended blues Blues/accent colors
we lead with an extended blue
palette and a few accent colors. Group blue 5 Very dark
This is our group communications

Dark
color strategy and it can be easily Group blue 4
remembered as 80% blues,

Group blue 3 Bright
20% accent colors.
Group blue 2 Light
This focus on blues is used only

for group communications and Group blue 1 Very light
is intended to celebrate and Blue Aqua Green Orange Pink Purple
promote our brand. Enrichers
Example group communications Black 90K 75K 60K 45K 30K 20K 15K Red
color palette:
Philips blue
(on white) +
Philips blue is reserved Enrichers should only be used * Red can have negative
80% blues exclusively for use in the Philips within graphic elements and connotations and different
wordmark and the Philips shield. typography (i.e. not as a cultural associations so
background color or a gradient). should be used with careful
consideration.
20% accents
Downloadcolor
Download wordmark
palette

Using color for business
propositions
The color palette used for business
propositions depends on whether
Support colors
a color palette has been chosen for
it. The colors you choose should Very dark
always be in balance with other

Dark
colors present.
Bright
If there is no business proposition palette, the group
communications palette should be used.
Light
Very light

Enrichers
Example business propositions Black 90K 75K 60K 45K 30K 20K 15K Red
color palette:
Philips blue
(on white) +
Philips blue is reserved Enrichers should only be used * Red can have negative
80% colors exclusively for use in the Philips within graphic elements and connotations and different
wordmark and the Philips shield. typography (i.e. not as a cultural associations so
background color or a gradient). should be used with careful
consideration.
20% blues
Downloadcolor
Download wordmark
palette

Illuminating your design
with gradients High contrast gradients
Very dark
The colors within your palette Bright
can be ‘illuminated’ to provide a

gradient effect which can be used Extended blues Low contrast gradients
to enrich flat surfaces of color.

Group blue 5 Very dark
Gradient color should be one color
only and subtle enough to allow Group blue 4 Dark
for sufficient contrast and legibility.

Group blue 3 Bright
Gradients are never used for
typography. Group blue 2 Light
Note: when loading the downloadable gradients as

Group blue 1 Very light
swatches, applying them in your artwork will place the
gradients at the incorrect 0° angle. Always make sure the
gradient is set at a -35° angle.
Download
Download wordmark
gradients

Frosted transparent
effect on panels
Next generation
We use the frosted transparent effect in content areas to tell our
Efficia care Philips Efficia
Infant Warmers
When it comes to Both easy to use and easy to clean
and service, Philips Efficia is backed by
newborn and infant care,
stories in more depth while maintaining a harmonious balance

dependable after-sale support. It’s part
of our commitment to delivering the next
reliable solutions are generation of care for mother and child,
paramount to a child’s right from the beginning.
development. Key advantages:
between background photography and the content on top. This Philips Efficia Infant Warmers are
an affordable, feature-rich micro-
environment that provides dependable
infant thermoregulation support. As
• Supports developmental care by
providing a dependable, yet flexible
microenvironment allowing for the
clinical practice of kangaroo care.
such, they allow caregivers to offer a
high level of care with a low cost of • Feature-rich package provides quality
effect can be used to form part of navigation panels or additional ownership.
Whether used in the NICU, labour and

delivery ward or newborn care areas,
care at an exceptional value.
• A reliable and dependable option,

designed to aid infant growth and
this microenvironment delivers development potential.
consistent warming support that
content areas.
is necessary for infant growth and
facilitates the clinical practice of
kangaroo care and developmental care.
The panel with the frosted transparent effect consists of one layer Features to
enhance care in
labour, delivery
and in the NICU
Standby mode
facilitates the
clinical practice
of kangaroo care
Easy-open
and removable
sidewalls for
access
Color display for
viewing alarms,
messages, trends
and weight
containing the cropped and blurred image of the background and Quality within reach
Philips Efficia WMR 510/WMR 500 Infant Warmers
a second layer with a color fill (no gradients), set to an opacity that When it comes to newborn and infant care, reliable solutions are
paramount to a child’s development. Philips Efficia Infant Warmers
Key advantages
• Supports developmental care by providing a dependable, yet
are an affordable, feature-rich microenvironment that provides flexible microenvironment allowing for the clinical practice of
balances out the background and the content. The content placed
dependable infant thermoregulation support. As such, they allow kangaroo care
caregivers to offer a high level of care with a low cost of ownership. • Feature-rich package provides quality care at an exceptional
value
Whether used in the NICU, labour and delivery ward or newborn • A reliable and dependable option, designed to aid infant growth
care areas, this microenvironment delivers consistent warming and development potential
support that is necessary for infant growth and facilitates the
on top of the frosted transparent effect can be copy, photography

clinical practice of kangaroo care and developmental care. Both
easy to use and easy to clean and service, Philips Efficia is backed
by dependable after-sale support. It’s part of our commitment to
delivering the next generation of care for mother and child, right
from the beginning.
or graphic elements. When applying the frosted transparent effect,

it is vital to ensure that the content is legible and has stand out. Frosted transparent effect on Frosted transparent effect panel on key visual
The amount of blur and opacity used to create the effect depends navigation panel
on image resolution, detail and contrast in the background, hence
we don’t provide exact settings. Please consider the following
when applying:
Outdoor areas
• Only use the Gaussian blur filter to create the effect
Outdoor lighting
solutions ColorBurst Powercore
• Choose the opacity and blur settings to ensure optimum stand

New technologies allow solutions are essential to help reduce
carbon emmisions and costs.
you to paint dynamic and
Our MASTER LEDtubes are tough and
durable both indoors and outdoors,
with light. Dimming delivering high quality light, optimum
visability and safety. Used with
out and legibility of the content and the background

solutions can be used controls, our lighting solutions provide
for softer ambiences and illumination only when and where it is
changing programmes
Car parks and outdoor areas
adapt the light to suit Turn your hotel into a landmark that
• Do not overuse the effect. Be selective in its application,

people will remember and recognize.
Your façade is your most potent calling
communicate seasonal card. Make it distinctive and eye
messages. catching and you could even generate
Express your hotel’s unique identity
ensuring it adds depth to the story rather than overcomplicating

With our special lighting controls you with white lights, dynamic ambiences or
can use light in the most sustainable subtle color settings. Whatever it takes
way, reducing energy consumption to create the most impact and make a
and light spillage at the same time as real statement in your environment.
improving your hotel’s credentials. Most
parking facilities operate 24 hours a day. www.philips.com/hospitalitysolutions
Product overview, page 53
eW/Color Burst MASTER LEDspot

Powercore PAR38 Outdoor iPlayer3
Controller
ColorGraze
Powercore MASTER
LEDtube
A bridge to
Feel prosperity
Note: if it’s technically not possible to create a frosted effect inside a
recognized © 2014 Koninklijke Philips N.V. All rights reserved. Philips Lighting reserves the right to make
changes in specifications and/or to discontinue any product at any time without notice or
obligation and will not be liable for any consequences resulting from the use of this publication.
www.philips.com/colorburst
www.philips.com/lighting
lighting@philips.com
The port of Da Nang has grown in prosperity since
Philips LEDs began lighting up the Dragon Bridge
panel, like on a website, use a white or colored background with an

opacity setting that gives enough contrast for the content in it. Frosted transparent effect panel on key visual Frosted transparent effect on
navigation panel

Color in typography
Legibility is key when considering colors for typography. Look for colors
recommendations (group) that offer maximum contrast. Only one color should be used per headline.
Group blue 5 Group blue 1 Light blue Very light blue White
Group blue 4 Group blue 1 Very light blue White
Group blue 3 Group blue 1 Very light blue White
Group blue 2 Very light blue White
Group blue 1 Black Group blue 5 Group blue 4 Group blue 3 Very dark blue Dark blue
Very dark blue Group blue 1 Light blue Very light blue White
Dark blue Group blue 1 Very light blue White
Bright blue Group blue 1 Very light blue White
Light blue Black Group blue 5 Group blue 4 Group blue 3 Very dark blue Dark blue
Very light blue Black Group blue 5 Group blue 4 Group blue 3 Very dark blue Dark blue Bright blue
White Black - 60K Group blue 5 Group blue 4 Group blue 3 Group blue 2 Very dark blue Dark blue Bright blue

Color in typography
Legibility is key when considering colors for typography. Look for colors
recommendations that offer maximum contrast. Only one color should be used per headline.
Very dark blue Light blue Very light blue White Very dark aqua Light aqua Very light aqua White
Dark blue Very light blue White Dark aqua Very light aqua White
Bright blue Very light blue White Bright aqua Very light aqua White
Light blue Black Very dark blue Dark blue Light aqua Black Very dark aqua Dark aqua
Very light blue Black Very dark blue Dark blue Bright blue Very light aqua Black Very dark aqua Dark aqua Bright aqua
White Black - 60K Very dark blue Dark blue Bright blue White Black - 60K Very dark aqua Dark aqua Bright aqua
Very dark green Light green Very light green White Very dark orange Light orange Very light orange White
Dark green Very light green White Dark orange Very light orange White
Bright green Very light green White Bright orange Very light orange White
Light green Black Very dark green Dark green Light orange Black Very dark orange Dark orange
Very light green Black Very dark green Dark green Bright green Very light orange Black Very dark orange Dark orange Bright orange
White Black - 60K Very dark green Dark green Bright green White Black - 60K Very dark orange Dark orange Bright orange
Very dark pink Light pink Very light pink White Very dark purple Light purple Very light purple White
Dark pink Very light pink White Dark purple Very light purple White
Bright pink Very light pink White Bright purple Very light purple White
Light pink Black Very dark pink Dark pink Light purple Black Very dark purple Dark purple
Very light pink Black Very dark pink Dark pink Bright pink Very light purple Black Very dark purple Dark purple Bright purple
White Black - 60K Very dark pink Dark pink Bright pink White Black - 60K Very dark purple Dark purple Bright purple

We never do this:
lorem ipsum lorem ipsum
Use colors that don’t form part of the Use the Philips blue for anything other Use the extended blue palette for anything Mix gradients.
Philips color palette. than the Philips wordmark or shield. other than Philips group communications.
lorem
ipsum lorem
lorem ipsum
ipsum dolor
Once defined, change engagement Use red without careful consideration. Use more than 2 colors per headline Place colored type on colored
color palettes. backgrounds so it cannot be read clearly.

Our typography helps
tell a story and expresses
our personality
Tell our stories Express our personality
Centrale Sans is our font family. It is geometric yet Our typography complements our brand voice in an
humanistic. Multiple weights and cuts bring added effective, elegant way. It has a confident, assured feel
dimension and clarity to our communications. while being warm and inviting.
Philips brand guidelines | Typography Contents | Page 113

Our font family is
hairline
Centrale Sans xthin
Geometric yet humanistic,
Centrale Sans is our brand typeface
thin
and font family. An evolution from
our original Gill Sans font, it has
been selected for its warm and
xlight
friendly look and clear legibility.
Centrale Sans is a collection of 49 cuts and weights light

book
– from hairline to extra bold – that can be used to bring
depth and personality to our communications.
We use Centrale Sans Medium for body text and a
medium
mixture of Centrale Sans Light, Book, Medium, Bold or a
combination thereof for main headlines.
We use Calibri as a default systems font for applications

such as presentations, reports, letters, and Microsoft
bold
office applications. Please see the Substitute fonts page
to use for other languages.
A set of rounded family fonts are available for restricted
xbold
use only. You will need to check if your business
proposition has already determined the specific weights
and fonts you need to use. Contact the Brand Desk to
apply for the fonts you require.

We are clear and
guiding
Our typography style is simple to

read, understand and navigate,
and allows you to communicate
quickly and effectively.
It feels like Sed ut perspiciatis unde omnis iste Accusantium
dino doloremque laudan. Sed ut perspiciatis unde
omnis iste. Accusantium dino doloremque laudan.
sunshine
• Only use capital letters at the beginning of Sed ut perspiciatis unde.
the sentence
Sed ut perspiciatis unde omnis iste Accusantium Lorem ipsum dolor sit amet, consectetuer fullus adipiscing elit,
streaming in,
• Ensure readability and legibility dino doloremque laudantium, totam rem aperiam, sed diam nonummy nibh euismod tincidunt ut laoreet dolore
magna aliquam erat volutpat. Ut wisi enim ad minim veniam,
eaque ipsa quae ab illo inventore veritatis et quasi
quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut
• Establish a clear hierarchy of information architecto beatae vitae dicta sunt explicabo. Nemo
enim ipsam voluptatem.
aliquip ex ea commodo deus masterbene consequat. Duis
autem vel eum iriure dolor in hendrerit in vulputate velit esse
molestie consequat, vel illum dolore eu feugiat nulla facilisis at
• Balance the contrast between headlines, titles,
even on a
Accusantium dino doloremque laudantium, totam rem
vero eros et accumsan et iusto odio dignissim qui blandit
aperiam, eaque ipsa quae ab illo inventore veritatis et quasi
praesent luptatum zzril delenit augue duis dolore te feugait
architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam
nulla facilisi quanta.
subtitles and body copy ipsam voluptatem.
Nam liber tempor

Voluptas sit aspernatur aut odit aut fugit, sed quia onsequu
cum soluta nobis eleifend option congue nihil imperdiet
• Give content the space to breathe ntur magni dolores eos qui ratione voluptatem sequi nesciunt.
cloudy day
doming id quod mazim placerat facer possim assum. Typi
Neque porro della quisquam est, qui dolorem ipsum quia dolor
non habent claritatem insitam; est usus legentis in iis qui facit
sit amet, consectetur, adipisci velit, sed quia matori numquam
eorum claritatem. Investigationes francin demonstraverunt
eius modi tempora incidunt ut labore et dolore magnam
lectores legere me lius quod ii legunt saepius.
aliquam quaerat voluptatem. Ut enim ad minima veniam, quis
nostrum bene exercitationem ullam corporis suscipit molto due
Claritas est etiam processus dynamicus, qui sequitur
Go to the Composition and Layout section for laboriosam calibri.
mutationem consuetudium lectorum. Mirum est notare quam
littera gothica, quam nunc putamus parum claram, anteposuerit
At vero eos et accusamus et iusto odiometer dignissimos
lemao litterarum formas humanitatis per seacula quarta decima
more information. ducimus qui blanditiis moloto praesentium voluptatum
deleniti atque quis corrupti quosolores et quas molestias
et quinta decima. Eodem modo typi, qui nunc nobis videntur
parum clari, fiant deusi sollemnes in futurum.
bene excepturi sint occaecati portas cupiditate non provident,
similique sunt in culpa quid pro officiadeserunt mollitia animi,
id est laborum et dolorum fuga. Et harum quidem rerum facilis
est et expedita
Nam libero tempore, cum soluta nobis est eligendi optio

facere deus possimus, omnis voluptas assumenda est, omnis
dolor maximus repellendus. oluptas sit aspernatur aut odit aut
fugit, sed quia molto consequuntur magni dolores eos qui
ratione voluptatem sequi nesciunt. Neque porro in quisquam
est, qui dolorem ipsum quia dolor sit deus commodo amas.
Caption footer

We make it
meaningful
Our typography is confident and

assured. We choose weights and sizes
carefully to engage and inspire.
• Use typography to emphasize a clear benefit or

reason to believe
• Content determines the level of expression
• Creating contrast between Bold and Light can add
personality, pace and rhythm
• Check if your business proposition has already
determined the specific weight and style
treatments to use

Typesetting headlines
A bridge to
Typesetting headlines A bridge to prosperity prosperity
Nunc in ligula vehicula, dignissim felis
quis, adipiscing mi. Etiam eget lobortis
nisl, in dapibus diam. Nulla eu convallis nisl, in dapibus diam. Nulla eu convallis
Typesetting headlines lectus. Morbi quam sapien, mollis in

tellus in, sagittis elementum metus.
lectus. Morbi quam sapien, mollis in
A bridge to
Vestibulum tincidunt, risus id ultrices Vestibulum tincidunt, risus id ultrices
A bridge
A bridge toto prosperity interdum magna gravida.
prosperity
interdum magna gravida.
Headlines should be as short Typesetting headlines

Emphasis in a headline can
Headline: one besize
point further
/ one enhanced
weight / one line / Headlineone
Headline: setpoint
at the
sizesame
/ one weight / two lines /
A bridge to prosperity prosperity

by staggering the text horizontally and vertically. left-aligned
Nunc in ligulawith body copy
vehicula, dignissim felis
pointinsize
left-aligned
Nunc and
with
ligula weight:
body
vehicula, copy
dignissim felis
and concise as possible. This This helps to create dynamism
nisl, in dapibus diam. and
Nulla drama.
eu convallisWhen
A bridge to
nisl, in dapibus diam. Nulla eu convallis
Nunc in ligula vehicula, dignissim felis lectus. Morbi
Nunc quamvehicula,
in ligula sapien, mollis in felis
dignissim lectus. Morbi quam sapien, mollis in
staggering headlines it is strongly recommended that,
makes them more enticing to the
quis, adipiscing mi. Etiam eget lobortis tellusquis,
in, sagittis elementum
A bridge to prosperity
adipiscing mi. Etiam metus.
eget lobortis tellus in, sagittis elementum metus.
prosperity
Vestibulum
interdum
lectus.
tincidunt,
dapibus
magna
risus
wherever possible, a headline does not extend across
nisl, in diam.
Morbigravida.
id ultrices
Nulla eu
quam sapien, mollis in
convallis
A bridge to
Vestibulum tincidunt, risus id ultrices
interdum magna gravida.
reader and enables them to be more than two lines, and you only stagger one part of
the headline.
Nunc
quis,
tellus
in
Headline:
in, sagittis
ligula
Vestibulum
adipiscing
vehicula,
one point
elementum
sizedignissim
tincidunt,
mi. Etiam
/ one
metus.
felis / one line /
risusweight
eget
id ultrices
lobortis
prosperity
Nunc in ligula
Headline:
quis,
onevehicula,
adipiscing
point sizedignissim
mi. Etiam
felis / two lines /
/ one weight
eget lobortis
easily typeset at a larger scale
interdum magna gravida. left-aligned
interdum with bodygravida.
magna copy
left-aligned
Headline
nisl,
with body
setdiam.
in dapibus at the
copy
same
Nulla point
eu convallis
Headline: one point size / one weight / one line /
lectus.inMorbi
Nunc ligulaquam sapien,
vehicula, mollisfelis
dignissim in
Headline: one point size / one weight / two lines / size, in
lectus.
Nunc with
Morbipart
ligulaquam ofsapien,
headline
vehicula, mollisin
dignissim ina
felis
for extra impact. left-aligned with body copy Ensure that anytellus
quis, in, sagittisis
adipiscing
emphasis
left-aligned
Vestibulum
nisl, in dapibus
elementum
mi. Etiam eget
meaningful
with
tincidunt,
metus.
lobortis
body copyand adds
risus id
diam. Nulla euultrices
convallis
tellus
quis,
heavier in, sagittis
adipiscing
Vestibulum
nisl,
weight:elementum
mi. Etiam eget
tincidunt,
in dapibus risus id
diam. Nulla
metus.
lobortis
euultrices
convallis
emotion or understanding
interdum
lectus. Morbi magna to
quam the
gravida. message.
sapien, mollis in Text interdum
lectus. Morbimagna
quamgravida.
sapien, mollis in
should not be emphasized
Headline:
Vestibulumone arbitrarily.
point
tincidunt, size
risus/ one weight / one line /
id ultrices
A bridge to
Headline: one
Vestibulum point size
tincidunt, risus/ one weight / two lines /
id ultrices
We use three main ways of setting headlines:
1) Headline is set at the same point size and weight.
A bridge
left-aligned
interdum magna
A bridge prosperity
toto
withgravida.
body copy
prosperity
left-aligned
interdum withgravida.
magna body copy
See the Publications

Headline:Guidelines for
one point size more
/ two detailed
weights / one line / Headline: one point size / two weights / two lines /
2) Headline is set at the same point size, but part of the
text is set in a heavier weight to provide emphasis
prosperity
information on typography and composition
left-aligned
left-aligned
3) Part of the headline is Nunc

set atinaligula
larger pointdignissim
vehicula, size and a
felis
and layout. nisl, in dapibus diam. Nulla eu convallis
lectus. Morbi
Nunc quamvehicula,
in ligula sapien, mollis in felis
dignissim A bridge to
Part
size and
lectus.
of headline
heavier
Morbi
set
nisl, in dapibus diam. Nulla ateu
weight:
quam sapien,
a convallis
larger point
mollis in
A bridge to prosperity prosperity

adipiscing mi. Etiam metus.
eget lobortis tellus in, sagittis elementum metus.
heavier weight to provide emphasis
interdum magna
lectus. Morbigravida.
quam sapien, mollis in A bridge to
interdum magna gravida. A bridg
prosperity pro
tellus in, sagittis elementum metus. tellus in, sagittis elementum metus.
Nunc in ligula
Headline: one vehicula,
point sizedignissim
/ two felis / one line / Nunc in ligula
onevehicula,
point sizedignissim felis / two lines /
Vestibulum tincidunt, risus id ultrices Vestibulum tincidunt, risusweights
id ultrices Headline: / two weights
quis, adipiscing
left-aligned withmi. Etiam
body eget lobortis
copy quis, adipiscing
body eget lobortis
copy
interdum magna gravida. interdum magna gravida.
lectus. Morbi quam sapien, mollis in lectus. Morbi quam sapien, mollis in
Headline: one point size / two weights / one line / Headline: one point size / two weights / two lines /
tellus in, sagittis elementum metus. tellus in
Nunc in,ligula
sagittis elementum
vehicula, metus.
dignissim felis Nunc in ligu
left-aligned with body copy left-aligned with body copy
Vestibulum tincidunt, risus id ultrices Vestibulum
quis, tincidunt,
adipiscing risuseget
mi. Etiam id ultrices
lobortis quis, adipis
interdum magna gravida. interdum
nisl,
Staggering magna gravida.
in dapibusadiam. Nulla eu
headline toconvallis
further nisl, in dapi
A bridge to
lectus.
enhance Morbi quam sapien, mollis in
emphasis: A bridg
lectus. Mor
prosperity pro
Headline: one point size / two weights / one line / Headline: one point size / two
tellus in, sagittis elementum metus. weights / two lines / tellus in, sa
left-aligned with body copy left-alignedtincidunt,
Vestibulum with body copy
risus id ultrices Vestibulum
A bridge to A bridge to
interdum magna gravida. interdum m
prosperity prosperity
Headline: two point sizes / two weights / two lines /
left-aligned
Nunc in ligulawith
A bridge to
body copy
Headline: t
Nunc in ligu
A bridg
quis, adipis
nisl, in dapi
prosperity pro
Nunc in ligula vehicula, dignissim felis lectus. Morbi
Nunc in quam sapien, mollis
ligula vehicula, in felis
dignissim lectus. Mor
adipiscing mi. Etiammetus.
eget lobortis tellus in, sa
nisl, in dapibus diam. Nulla eu convallis Vestibulum
nisl, in tincidunt, risus Nulla
dapibus diam. id ultrices
eu convallis Vestibulum
lectus. Morbi quam sapien, mollis in interdum magna
lectus. Morbigravida.
quam sapien, mollis in interdum m
Nunc in ligula
Headline: twovehicula,
point dignissim
sizes /risus
two id felis
weights Nunc in ligu
Vestibulum tincidunt, risus id ultrices Vestibulum tincidunt, ultrices/ two lines / Headline: t
quis, adipiscing
body eget lobortis
copy quis, adipis
Philips brand guidelines | Typography interdum magna gravida. interdum magna gravida.
nisl, in dapibus diam. Nulla eu convallisContents | Page 117 nisl, in dapi
lectus. Morbi quam sapien, mollis in lectus. Mor
Headline: two point sizes / two weights / two lines / Headline: two point sizes / two weights / two lines /
tellus in, sagittis elementum metus. tellus in, sa
Headline: one point size / one weight / one line /
left-aligned with body copy
Headline: one point size / one weight / two lines /
Smooth skin
Smooth skin every day every day
The key
The key ingredient
quis, adipiscing mi. Etiam eget lobortis ingredient
Nunc lectus. Morbi
in ligula quam sapien,
vehicula, dignissimmollis
felis in Nunc lectus. Morbi
in ligula quam sapien,
vehicula, dignissimmollis
felis in
quis,tellus in, sagittis
adipiscing elementum
mi. Etiam metus.
eget lobortis quis,tellus in, sagittis
adipiscing elementum
mi. Etiam metus.
eget lobortis
Typesetting headlines: examples

nisl,Vestibulum
in dapibus tincidunt,
diam. Nullarisus
eu id ultrices
convallis nisl,Vestibulum
in dapibus tincidunt,
diam. Nullarisus
eu id ultrices
convallis
interdum
lectus. Morbi magna gravida.mollis in
quam sapien, interdum
lectus. Morbi magna gravida.mollis in
quam sapien,
Headline:
Vestibulum
left-aligned
interdum
one point
tincidunt,
magnawith
size
risus id/ultrices
body copy
gravida.
one weight / one line /
A bridge to
Headline:
Vestibulum one point
tincidunt,
left-aligned
interdum magnawith
size
risus id/ultrices
body copy
gravida.
one weight / two lines /
Headline: one point size / two weights / one line /
prosperity
Headline: one point size / two weights / two lines /
Smooth skin
Smooth skin every

dayand every day
Ullor solore dolor
Awards The key
tellus in, sagittis elementum metus. tellus in, sagittis elementum metus. The key
recognition
ingredient ingredient
Nunc in ligula vehicula, dignissim felis Nunc in ligula vehicula, dignissim felis
sit aborepere
quis, adipiscing mi. Etiam eget lobortis quis, adipiscing mi. Etiam eget lobortis
Headline: one point
lectus. Morbisize
quam / one weight
sapien, / one
mollis in line / Headline:
lectus.one point
Morbi quamsizesapien,
/ one weight
mollis in/ two lines /
left-aligned
telluswith body copy
in, sagittis elementum metus. left-aligned
tellus in,with body
sagittis copy
elementum metus.
Nunc in ligula vehicula, dignissim felis Nunc in ligula vehicula, dignissim felis
quis, adipiscing mi. Etiam eget lobortis quis, adipiscing mi. Etiam eget lobortis
interdum magna gravida. Um
sum il molorrum nisl,interdum magna gravida.
Um sum il molorrum et mos
in dapibus diam. Nulla eu convallis nisl, in dapibus diam. Nulla eu convallis
Et mos il idunt omniamus
Headline: one point size / two weights / one line /
con nam
lectus. Morbi que mollis in
quam sapien,
il dunt omamus con nam que left-aligned with body copy dunt. Alignim iundenem
A bridge to
se non
left-aligned
Vestibulum re
withcus
tincidunt,
body copy
risus id ultrices Vestibulum tincidunt, risus id ultrices
consequ interdum magna gravida. interdum magna gravida.
dunt. Alignim iundenem
A se
bridge to prosperity prosperity
non re cus consequ dolorsae. Alignim iundenem left-aligned with body copy second line shifted left (non-aligned with body copy)
Um sum il molorrum
Suid uciatiuntem nos ut inque
Nunc
Smooth skin
ligula vehicula, dignissim felis
modipsaperum qui dolle Smooth skin
every day every day
Et mos il idunt omniamus con nam que tellusdunt.
in, sagittis elementum metus. Um sum il molorrumtellus in, sagittis elementum metus.
Alignim iundenem se non re cus consequVestibulum tincidunt, risus id ultrices Vestibulum tincidunt, risus id ultrices
Eolum eatempos nemquid uciatiuntem
interdum magna gravida. Nuncmagna
interdum in ligulagravida.
vehicula, dignissim felis Nunc in ligula vehicula, dignissim felis
idenduntium eos etur maionserror repellor sae nos ut que modipsaperum quis, adipiscing
qui dollenie.mi. Etiam eget lobortis quis, adipiscing mi. Etiam eget lobortis
dolum eatempos nemquid uciatiuntem nosone
Headline: ut point size / two weights / one line / nisl, in dapibus diam. Nulla eu convallis
que modipsaperum qui dolleniet utem left-aligned
rem re, with body copy left-aligned with body copy
Alignim iundenem tellus in, sagittis elementum metus. tellus in, sagittis elementum metus.
issinus rem. Iciisim agnatisciet opta dolorionet Saperum qui dolleniet utem
rem re,gravida.
interdum magna interdum magna gravida.
offici nobitas mi, et plitaquam in issinus rem. Iciisi
Alignim iundenem Um sum il molorrum A bridge to
A bridge to
first line shifted left (non-aligned with body copy)
prosperity prosperity
Se non re cus consequ idenduntium Eipsaperum qui dolleniet utem rem re
eos etur maionserror repellor sae dolum
eatempos nemquid uciatiuntem nos ut que Alignim iundenem
modipsaperum qui dolleniet utem rem re, Se non re cus consequ
Nuncidenduntium
in ligula vehicula, eos
dignissim felis Nunc in ligula vehicula, dignissim felis
issinus rem. Iciisim agnatisciet opta dolorionet quis, adipiscing
etur maionserror repellor sae dolummi. Etiam eget lobortis quis, adipiscing mi. Etiam eget lobortis
offici nobitas mi, et plitaquam inerum qui nisl, in dapibus diam. Nulla eu convallis nisl, in dapibus diam. Nulla eu convallis
dolleniet utem rem re, issinus rem. Iciisim tellus in, sagittis elementum metus. tellus in, sagittis elementum metus.
Headline set at the same point size and Part of headline set at a larger point size and Various options for staggering headlines,
weight, with intro and body copy as used heavier weight, with feature listings as used with the body copy left aligned to either
in a brochure article in technical specifications the first or second part of the headline

Color and harmony
Ensure maximum standout and

readability when using type on colored Onwards
and image backgrounds. & upwards
Voluptas sit aspernatur aut odit aut fugit, Everyday feels like a
sunny day
• For headlines we can use either one or two colors sed quia conseq uuntur magni dolores eos
• For two-color headlines, use colors within the same qui ratione voluptatem sequi.
tonal group
• Choose colors that are in harmony with the image and
allow enough contrast for legibility
• When placing type on an image, create a clear area to
ensure readability
determined your specific color palettes.
Go to the Photography, Composition and Layout and

Color sections for more information.
Great taste
less fat
Summer recipes for your new Philips Airfyer

Punctuation
Examples
“We enjoy morning light when we’re

When using punctuation symbols, if you burning the midnight oil.”
wish to exaggerate them please ensure Quotes - CentraleSans Book
Text - CentraleSans XThin
they are never more than two level weights
different from the text they sit with.
“We enjoy morning light when
we’re burning the midnight oil.”
The font weights Quotes - CentraleSans XBold
Text - CentraleSans Medium
X Light ! ? : ; ’ ‘ “ ” i j
Light ! ? : ; ’ ‘ “ ” i j “We enjoy morning light
Book ! ? : ; ’ ‘ “ ” i j when we’re burning the midnight oil.”
Quotes - CentraleSans Medium
! ? : ; ’ ‘ “ ” i j
Text - CentraleSans Book
Medium
! ? : ; ’ ‘ “ ” i j
“ We enjoywe’remorning
Bold
light when
X Bold ! ? : ; ’ ‘ “ ” i j burning the midnight oil.”
Quotes - CentraleSansCnd Medium
Text - CentraleSansCnd Light

Print: headlines
Headlines are a powerful tool, able

to sum up content intelligently and
succinctly while drawing the reader
in. They should be clear, impactful
and highlight a core benefit.
• We use Centrale Sans Light, Bold, or a combination of

both for main headlines
• A combination of two headline sizes can be used for
added emphasis
• Only use capital letters at the beginning of the sentence
• Do not use more than two weights in a headline
• For larger type sizes, adjust kerning and leading by eye
• Use thicker or thinner weights to create extra contrast
if needed.
Example heading sizes
Headline size one

Centrale Sans Light or Bold, or combination 31/37 pt
Headline size two

Combination of Light Headline size two in Light, with
Headline size three and Bold for a headline Headline size three in Bold
Headline size four

Centrale Sans Light or XBold, or combination 131/174 pt

Print: body copy Headline
Centrale Sans Light
66/79 pt
Body copy intro
Centrale Sans XBold
10/12 pt
Body copy
Centrale Sans Book
10/12 pt
Our body copy is clear, structured,

well informed and conversational. Lighten
The font weights and sizes support a up your
logical narrative and help guide the business
reader through the content. Sed ut perspiciatis unde omnis iste Accusantium Sid quia consequuntur magni dolores eos qui ratione
voluptatem sequi nesciunt. Neque porro quisquam est, qui
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed
diam nonummy nibh euismod tincidunt ut laoreet dolore
dino doloremque laudantium, totam rem aperiam,
dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, magna aliquam erat volutpat.
eaque ipsa quae ab illo inventore veritatis et quasi
sed quia numquam eius modi tempora incidunt ut labore et
architecto beatae vitae dicta sunt explicabo.
dolore magnam aliquam quaerat voluptatem. Ut enim ad Ut wisi enim ad minim veniam, quis nostrud exerci tation
Nemo enim ipsam voluptatem. minima veniam, quis nostrum exercitationem ullam corporis melonagie ullamcorper suscipit lobortis nisl ut aliquip ex ea
• Always use sentence case Accusantium doloremque laudantium, totam rem aperiam,
eaque ipsa quae ab illo inventore veritatis quasi architecto
suscipit laboriosam.
On had similique sunt in culpa qui amos officiadeserunt

commodo into consequat. Duis autem vel eum iriure dolor in
hendrerit in vulputate velit esse molestie consequat, vel illum
dolore eu feugiat nulla facilisis at vero eros et accumsan et
beatae vitae dicta sunt explicabo. Nemo enim ipsam
mollitia animi, id est laborum et dolorum fuga. Et harum iusto odio dignissim qui blandit praesent luptatum zzril
• Use a heavier weight when emphasis is required within voluptatem.
quidem rerum facilis est et expedita. delenit augue duis dolore te feugait nulla facilisi.
Voluptas sit aspernatur aut odit aut fugit, sed quia conseq
Change the colour,

Tempore, cum soluta nobis est eligendi optio cumque nihil
uuntur magni dolores eos qui ratione voluptatem sequi
copy nesciunt. Neque porro quisquam est, qui dolorem ipsum quia
impedit quo minus id quod maxime placeat facere possimus,
omnis dollar voluptas assumenda est, omnis dolor repell
dolor sit amet, consectetur, adipisci velit, sed quia numquam
eius modi tempora incidunt ut labore et dolore magnam
endus. oluptas sittimid aspernatur aut odit aut fugit, sed quia intensity and direction
• Set kerning to optical and tracking to ‘0’ in InDesign. aliquam quaerat voluptatem. Ut enim ad minima veniam, quis
nostrum exercita tionem ullam corporis suscipit laboriosam.
consequuntur. At vero eos et accusamus et iusto odio
dignissimos ducimus qui blanditiis praesentium heathens
galore voluptatum deleniti atque mono corrupti quosolores
of light, and enhance
Set leading as appropriate. At vero eos et accusamus et iusto odio dignissimos ducimus
qui blanditiis praesentium heathens galore voluptatum
et quassa molestias excepturi sint occaecati cupiditate non
provident, on had similique sunt in culpa qui amos officiadese productivity.
runt mollitia animi, id est laborum et dolorum fuga. Et harum
deleniti atque mono corrupti quosolores et quassa molestias
quidem rerum facilis est et expedita. Claritas est etiam processus dynamicus, qui sequitur mutatio

excepturi sint occaecati cupiditate non provident, on had
nem consuetudium lectorum. Mirum est notare quam littera
similique sunt in culpa qui amos officiadeserunt mollitia animi,
Nam libero tempore, cum soluta nobis est eligendi optio gothica, quam nunc putamus parum claram, antep osuerit
id est laborum et dolorum fuga. Et harum quidem rerum facilis
cumque nihil impedit quo minus id quod maxime placeat litterarum formas humanitatis per seacula quarta decima et
est et expedita.
determined specific weights and sizes for body copy, Nam libero tempore, cum soluta nobis est eligendi optio
facere possimus, omnis voluptas assumenda est, omnis dolor
repellendus. oluptas sit aspernatur aut odit aut fugit, sed quia
quinta decima. Eodem modo typi, qui nunc nobis videntur
parum clari, fiant sollemnes in futurum.
consequuntur. At vero eos et accusamus et iusto odio dignis
simos ducimus qui blanditiis praesentium heathens galore
intro and captions. facere possimus, omnis voluptas assumenda est, omnis dolor
repellendus. oluptas sit aspernatur aut odit aut fugit, sed quia
voluptatum deleniti atque mono corrupti quosolores et
quassa molestias excepturi sint occaecati cupiditate non
consequuntur. At vero eos et accusamus et iusto odio
provident, on had similique sunt in culpa qui amos officiade
ignissimos ducimus qui blanditiis praesentium heathens
serunt mollitia animi, id est laborum et dolorum fuga. Et
galore voluptatum deleniti atque mono corrupti quosolores
harum quidem rerum facilis est et expedita Et harum quidem.
et quassa molestias excepturi sint occaecati cupiditate non
Example sizes for an A4 inside spread

Caption footer
Headline
Centrale Sans Light 67/80 pt
Body copy intro

Centrale Sans XBold 10/12 pt
Caption
Body copy Centrale XBold
Centrale Sans Book 10/12 pt 6/7,2 pt
Caption
Centrale Sans XBold 6/7,2 pt

Digital
We use the Centrale Sans font family for

digital applications because it is easily
read on screen. Special consideration has
been given to ensure maximum legibility
on different browsers and devices.
Example text sizes
Header large Header size four

Centrale Sans Reg 89 px Centrale Sans Bold 14/22 px
Header size one Body copy

Centrale Sans Reg 55/66 px Centrale Sans Reg 14/22 px
Header size two Quote

Centrale Sans Reg 34/44 px Centrale Sans Bold Italic
14/22 px
Header size three
Centrale Sans Reg 21/29 px Quote special
Centrale Sans Light Italic
Header size four large 21/29 px
Centrale Sans Reg 17/25 px
Link
Header size four Centrale Sans Light 14/18 px
Centrale Sans Reg 14/22 px
Body copy small
Header size four large Centrale Sans Reg 12/18 px
Centrale Sans Bold 17/25 px
Body copy XSmall
Body copy large Tahoma Reg 11/16 px
Centrale Sans light 17/25 px

Digital: headlines
Use Centrale Sans XBold, or a

combination of Thin or Light
Combination of Thin and XBold
with XBold, for main headlines for a homepage headline
• Do not use more than two weights in a headline

• Only use this combination of weights and sizes on
homepages and category pages
Refer to the Brand Voice section for further

information on headlines.
Combination of Thin and XBold

for a category page headline

Digital: copy
Email address Paragraphs

This page contains a few basic
Don’t use capital letters in email addresses. If an Keep paragraphs short; preferably no longer
rules for website texts. For more email address comes at the end of a sentence, than 50 words. Break up larger blocks of text into
don’t add a period; this could suggest that the smaller paragraphs. Highlighting texts and using
information on copy, refer to the
period is part of the address. bullet points also helps make the information more
Brand Voice section. accessible.
Email addresses should be active links.
Error messages and other feedback
Alt text Navigation Any feedback you provide for the user should be
Stands for ‘alternative text’. Think of it as an Text used for navigation and in other stand-alone friendly, polite, informative and clear. Even error
‘invisible caption’ for an image. It is contained in the situations like buttons and forms should be short, messages must reflect our brand. They should
HTML code and does not appear on-screen unless concise and clear. appear as a request for more information and make
the cursor moves over the image and/or the image • Only capitalize the first word, names and proper a suggestion for the resolution of the error.
does not load properly. nouns. E.g.: ‘It appears you were looking for something
• Do not use a period at the end. we cannot currently locate on our servers. Try
Always tag an image with alt text, keep it as short as • Make sure there is no ambiguity or confusion Consumer Products or use the Search box.’ This is
possible, and do not use a period at the end. between the category names you choose. much more effective than; ‘404 page not found’.
• Include key words for search purposes
Links • Label sections and categories from a user Web addresses
Use distinctive and self-explanatory names for perspective and not from an internal (company) When referring to a web address in text, start with
stand-alone links. When a word in running text perspective. www and omit http://. If the address contains no
requires additional explanation, link it to the www, then write the URL in full.
relevant term in the central glossary. Headings
Structure articles with different levels of headings
Underline links and do not give them another (a page heading plus subheadings) whenever
typographic treatment than the rest of the copy. appropriate. Headings and subheadings help users
quickly scan the article to get a first impression of
the content.

We never do this:
Lighten
Lighten
Lighten upupupup SEEING
Lighten SEEING
SEEING
SEEING Seeing
Seeing
Seeing
people
Seeing
people peopleSeeing
people Seeing
Seeing
people
Seeing
people
people
people
“your
your
your
Lighten business.
your business.
your
business.
business.
upbusiness.
” PEOPLE
PEOPLE
PEOPLE
PEOPLE smile
smile
walk
smile
walk
walk
smile
when
when
in walk
when
makes
in in
they
when
they
they smile
they
in makes walk
makes
makes
smile
smile
walk
walk
smile
whenwhen
in walk
in
when
in
makes
they
when
they
they
they
in makes
makes
makes
SMILE
SMILE
SMILE
SMILE
Change
Change
the color,
Change color,
intensity
theChange
the color,
intensity
the color,
intensity
intensity
and direction
enhance
direction
and and
enhance
direction
ofand
enhance
direction
light,
of
productivity.
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Center body copy. Fully justify text. Place type on imagery and colored Put type on a path, use drop shadows,
backgrounds so it cannot be read clearly. or other effects like 3D.

Substitute fonts
Language Country Print font Minimum size Digital font Minimum size
Dutch Netherlands, Belgium
German German, Austria, Switzerland

Estonian Estonia
Spain, Argentina, Chile, Central America,
Spanish
Colombia, Mexico, Peru, Venezuela
French France, Belgium, Canada, Switzerland
Croatian Croatia
As a globally recognized brand Italian Italy
and company, it’s important Turkish Turkey
Portuguese Brazil, Portugal

to ensure that our typographic Latvian Latvia Centrale 7.5 pt Centrale 12 px
language is used consistently Lithuanian
Hungarian
Lithuania
Hungary
across all the markets and Norwegian Norway
Polish Poland
countries in which we operate. Slovenian Slovenia
Slovakian Slovakia
Finnish Finland
In some languages, the Centrale Sans font family
Swedish Sweden
is not currently available. While we are working
Bulgarian Bulgaria
towards it being our global font, we have
Romanian Romania Gill Sans Alt One WGL 7.5 pt Centrale 12 px
developed a system for substitute fonts to be
Greek Greece
followed until Centrale Sans is fully available. Gill Sans Alt One WGL 7.5 pt Tahoma 11 px
Russian Russia, Ukraine
Hebrew Israel To be confirmed Tahoma 11 px

The default system font that we use is Calibri Arabic Middle East, Africa To be confirmed Tahoma 11 px
– this is used for PPT presentations and Word Thai Thailand To be confirmed Tahoma 11 px
applications (reports, letters etc.). Vietnamese Vietnam To be confirmed Tahoma 11 px
Simplified Centrale, Microsoft YaHei, Heiti

China FZLanTingHei -- --
Chinese SC, SimHei (in sequence)
Traditional Centrale, Microsoft JhengHei,
Taiwan, Hong Kong FZLanTingHei -- --
Chinese Heiti TC, PMingLiU (in sequence)
-- Centrale, Malgun Gothic,
Korean Korea HyGothic NanumGothic, AppleGothic, --
Dotum, Arial (in sequence)
Centrale, Meiryo, ,
Hiragino Kaku Gothic Pro,
Japanese Japan To be confirmed --
Pro W3, MS Gothic,
(in sequence)
* Selection for Japanese, Thai, Vietnamese, Arabic and Korean substitute fonts is in progress and will be in next release.

Ordering our font family
External use
Go to one of the following sites to purchase the
Centrale family (Sans, Condensed and Rounded):
myfonts.com
fontspring.com
For employees
Go to the Philips software portal to download the
Centrale family (Sans, Italic and Rounded).
Once you have a copy of the font on your laptop

– you can never give it to anyone else (including
other employees or your agencies). To do this you
will be breaking the copyright agreement, that
Philips has made with the owners of the font.

Our graphic elements
visualize information in a
clear and inspiring way
Visualize information
Our graphic elements make understanding information
effortless. We use them to enliven and complement our
stories while making information easier to assimilate.
Clear and inspiring

They can be in the form of icons, infographics and
illustrations. Relevant, direct and easy to follow,
each graphic element is stripped back and has an
immediate impact.
Philips brand guidelines | Graphic elements Contents | Page 129

C: 100 M: 45 Y: 6 K: 28 C: 100 M: 36 Y: 3 K: 21 C: 74 M: 5 Y: 46 K: 3 C: 66 M: 1 Y: 100 K: 25 C: 0 M: 58 Y: 100 K: 0
Clear, inspirational,
instantly understandable Nutrition Nutrition
& care & care
14
16
17
3 5 4
15
6
10
Our graphic elements simplify 8
13
7
11
information, emphasize key facts 9
and
Health establish
continuum hierarchy. 1
Markets of the respondents of the respondents

1. Africa claimed they possess claimed they possess
2. ASEAN
3. Benelux
12
only basic information only basic information
4. Central & East Europe
5. DACH
of baby/infant nutrition of baby/infant nutrition 2
6. France and care. and care.

7. Greater China
8%
Healthy living Prevention Diagnosis Treatment Home care 8. Iberia
Help people to live a Enable people to Ensure first time right Enable more effective Support recovery and 9. Indian Subcontinent
healthy life in a healthy manage their own health diagnosis with personalized therapies, faster recovery chronic care at home 10. Italy, Israel and Greece
home environment and adaptive care pathways and better outcomes
11. Japan Heading
Heading
9%
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Monitoring, informatics and connected care
amet, consectet
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Improve population health outcomes and efficiency through integrated care,
real-time analytics and value-added services 14. Nordics Lorem ipsum dolor sit
Lorem ipsum dolor sit 15. North America
Lorem ipsum dolor amet, consectet adip
amet, consectet adip
isicing elit, sed do amet, consectet 16. Russia and Central Asia isicing elit, sed do
17. UK & Ireland
Health continuum eiusmod tempor incid
idunt ut labore et
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mare dolore.
mare dolore.
Nutrition Nutrition
& care & care
9% Heading
Healthy living Prevention Diagnosis Treatment Home care
Lorem ipsum dolor

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Personal
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Icons Solid shape
We use three types Linear shape
One color
of graphic elements Solid shape

Linear shape
Combined
Icons
Philips lighting in London
Solid shape
Our icons depict a specific function, meaning or Linear shape
23%
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Color accents
this a feature icon. This can be with or without descriptive 76%
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text.
Infographics Philips lighting in London
Solid shape
They are solid, linear or combined and made up in one Linear shape
23% ad minim Two colors
color or two tints or two complementary colors.
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Infographics
Our infographics bring information to life for our target
audiences. They consist of a solid shape in combination Philips lighting in London Solid shape
with either an outline shape or typography. Infographics 23%
23%
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Linear shape
Two colors
ad minim veniam
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are made up of two tints or two complementary colors 76% Background

76% ad minim veniam, quis
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and can sit on a different colored background.

ad minim veniam, quis
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Illustrations
Our first choice is always photography. However, we use Illustrations Solid shape
illustrations to visualize content that can be difficult to Linear shapes
Three colors
capture using photography.
Solid shape
Linear shapes
Three colors

23%
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Creation of our 76%

graphic elements
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Icons Infographics Illustrations

Typography
When using typography the focus is always on
23%
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Typography follows the typographic guidelines.
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Celebrating
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Color
Graphic elements follow the color guidelines. Philips lighting in London
Select one hue or complementary colors from
the relevant color palette to bring harmony and 23%
balance to your design. This will make the design 23%
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aesthetically pleasing as well as helping to guide

the reader. 76%
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Composition and layout

To ensure that our graphic elements are well Celebrating
proportioned, aesthetically pleasing and

Vive excellence
la revolution
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Search for #Philips University on the brand hub
Downloadcolor
Download wordmark
palette
Vive
Vive
Philips brand guidelines | Graphic elements la revolution Contents | Page 132
86% ad minim
LED
LED
veniam,
Icons: our icons are
clear, consistent and
easy to recognize
Our icons depict a particular function,
meaning or instruction. We take a
minimalistic approach to their design
to maximize recognition.
To ensure consistency anywhere in

the world, they are always created
using the same guidelines for style,
color, composition and layout!

Icons: working with style
Style inspired by our typography

Our icon style is inspired by the characteristics of our typeface.
By incorporating elements of letters in counter shapes, straight
and round endings and tapered lines, we ensure cohesion
and consistency.
countershapes straight ends round ends tapering
Downloadcolor
Download wordmark
palette

Secondary color
Icons: working with color The secondary color should always be a shade of your main
category color, to help create hierarchy and differentiation of
various icon elements
The color accent can be defined by one of three options:
Our icons are made in one color, two Option 1: Choose one accent color for the category and
apply consistently (highlights, navigation, etc.)
tints or two complementary colors.
You always have to follow the business
Option 2: Define accent color per topic: e.g. red for action or
propositions palette. navigation arrows and green for handling (hands).
Legibility is the most important consideration. This can mean,

for example, using the circular holding device in certain Option 3: Use industry standard colors: e.g. red for warnings,
situations or reversing out the icon (in white) when there is green for environment friendly and blue for water.
insufficient contrast with the background.
Example:
Icons on backgrounds visualising the
Our icons are always made legibility of icons
using only one color from our from a light to a
dark background
color palette.
Examples: using
solid background
colors
Examples:
showing icons on
photography
Download color palette

Icons: before you start...
Is an icon already available Yes Do you know how
Yes
in the Philips Asset Library Go ahead!
to apply the icon correctly?
(PAL)?
Although it may be tempting to create No No
your own icons, please do the check

Make sure the person who
shown on the right before you start. Notify Brand Desk on the will apply the icon adheres
new icon request(s) to the Brand Guidelines and
relevant touchpoint guide.
This will ensure we maintain an
on-brand, robust and company-wide
icon style. Download the icons toolkit.
Use the included icon
templates to create the
In doing so we bring clarity and new icon
consistency to our brand while

avoiding unnecessary work.
Submit new icon design on
When creating a new icon, it is mandatory to create both a templates to Brand Desk for
solid version and an outline version. approval
Please download the icon toolkit which includes:

icon guide, templates and upload guide.
After final approval deliver

icon upload .zip file to
digital.services@philips.com
Final set will be uploaded to the
Philips asset Library (PAL)
Download the icons toolkit

Empire State Empire State Healthy living Empire
Prevention State Diagnosis Treatment Home care
Building’s energy Building’s energy Help people to live a
Building’s energyEnsure first time right
Enable people to Enable more effective Support recovery and
consumption by consumption by healthy life in a healthy consumption
manage their own health by
diagnosis with personalized therapies, faster recovery chronic care at home
home environment and adaptive care pathways and better outcomes
Philips reports Q1 sales
73% 73% 73%

Monitoring, informatics and connected care
of EUR 5 billion and
Q1 2014 operational results of
Improve population health outcomes and efficiency through integrated care, EUR 368 million
Highlights
real-time analytics and value-added services
“Our first-quarter financial results reflect a
Infographics: they tell skyline by lighting the

Health continuum
skyline by lighting the skyline by lighting the
challenging start to the year. Looking ahead,
we remain very confident of achieving our
2016 mid-term financial targets.”
Frans van Houten, CEO
Empire State Building Empire State Building Empire State Building
a simple story and with 1,200 state-of-the- with 1,200 state-of-the- with 1,200 state-of-the-
Group overview
reducing energy reducing energy reducing energy
visualize data
Q1 2013 Q1 2014
consumption with these consumption with these consumption with these €222m €98m €152m €108m
Healthcare Consumer Lifestyle Healthcare Consumer Lifestyle
Whether communicating a specific Healthy living Prevention Diagnosis EBITA

Treatment
€402m*
HomeEBITA
care
€314m**
proofpoint or highlighting an important

*Including central €147m **Including central €138m
insight, our infographics visualize
sector IG&S (EUR -65 million) Lighting sector IG&S (EUR -84 million) Lighting
Growth geographies
information andReducing
data in a direct, Reducing Reducing the
Empire State Empire State Empire State +5%
easy-to-follow Building’s
and relevant
energy way. Building’s energy Building’s energy
Comparable sales
growth in growth
geographies
consumption by consumption by consumption by
73% 73% 73%

Infographics consist of a background color in combination
34%
Total revenue
with shapes of another color and typography. Always make Q1 2014
sure that there is sufficient contrast between the content of

Sectors
the infographic and the background color. Only use two tints
Healthcare Consumer Lifestyle
or complementary colors.
skyline by lighting the skyline by lighting the skyline by lighting the +9% +7%
Operational results Q1 comparable
Empire State Building Empire State Building Empire State Building Adjusted EBITA sales climbed
rose to EUR 108
with 1,200 state-of-the- with 1,200 state-of-the- with 1,200 state-of-the- Implementation of
million in Q1 2014
new go-to-market Lighting

model in the US
reducing energy
consumption with these
reducing energy
reducing energy
consumption with Currency comparable +3%
Operational results
+37%
Rise in LED sales
equipment order intake Adjusted EBITA
rose to EUR 171
in Q1 2014
up 1% million in Q1 2014
Business highlights
Philips broadened its

Philips Hue portfolio with: Philips and Russia’s largest network
Hue lux, Hue 3D-printed of private clinics MEDSI sign MOU
luminaires and Hue tap for a multi-year partnership
The Philips Airfryer

is available in more
We have been recognized than 100 countries.
with an impressive total of Philips is now the
47 awards in the 2014 iF design world's number one
awards’ product category low-fat fryer brand

Infographics: call-outs
Heading
goes here
We highlight key information on diagrams and

25%
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manner. Call-outs come in two versions, but they
should not be shown in combination with one Circular call-outs are used for short Text call-outs are used for more detailed
another. 8% information like numbers and percentages. content.
Heading
Heading
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Comfort
settings
amet, consectet Lorem ipsum dolor
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Call-out device applied to environmental graphics Call-out devices applied to packaging
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eiusmod tempor incid idunt ut labore et
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mare dolore.

Vive
la revolution
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Infographics: maps 35% 35%
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Region Region
Wherever we are around the world we Bringing life enhancing innovations to Africa
Vive Bringing life enhancing innovations to Africa
Vive
always use the same map style. la revolution
52%
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Always use our official map as the basis for your designs. It
can be downloaded from the link below and easily customised 60%
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LED lighting and innovative LED lighting and innovative
medical solutions can medical solutions can
improve life for millions of improve life for millions of
blue palette exclusively, you may otherwise use any colors from people in Africa. people in Africa.
our palette. However, we never use color gradients for maps.

Solid map with linear call-outs Linear map with solid call-outs
Select colors carefully to ensure that the end result is clean, Country Country
clear and cohesive.
Vive
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2 1
Regions Markets
1. Asia & Pacific 1. Africa

2. EMEA 2. ASEAN
3 12
3. Latin America 3. Benelux
4. North America 4. Central & East Europe
5. DACH
City Vive City
2
6. France
la revolution
7. Greater China
8. Iberia
9. Indian Subcontinent
86%
10. Italy, Israel and Greece
11. Japan
12. Latin America LED
Philips lighting in London Philips lighting in London
13. Middle East & Turkey
ad minim 14. Nordics
15. North America
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17. UK & Ireland
Map featuring the Philips regions Map featuring the Philips markets
Heathrow
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Download maps
23%
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Philips brand guidelines | Graphic elements
ad minim veniam
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Contents | Page 139
Infographics: numbers
0 1 2 3 4 5
Use Centrale Sans Rounded Bold as default
for numbering
10 11 12 13 14 15
Centrale Sans Rounded Light or Medium can also be used depending
20 21 22 23 24 25
on the size and prominence of the numbers.
Use the Centrale Sans Bold as a secondary option for numbering.

Do not create the numbers yourself, download the numbers kit below.
30 31 32 33 34 35
Centrale Sans Rounded Bold
40
0 1 2
413 4
42
5
4382 944
60 71 3 4 5
456
10 11 12 13 14 15 16
10 17
11 18
12 19
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Philips achieves a
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2013 Best in Class score
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in Environmental
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90/100
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Infographics:
Dimensions.
JUN ‘133 37% Consumer Lifestyle Philips has Dimensions.
Last 12 months 20% Lighting DOW JONES maintained its Philips has
SUSTAINABILITY membership in the DOW JONES maintained its
INDEX Industrial SUSTAINABILITY membership in the
INDEX Industrial
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charts and tables

category. Conglomerates
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‘10 +360 29
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‘11 27 EBITA Corporate & regional costs (226) (156) (171)
‘09 26
‘10 29
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‘05 8
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‘05 8
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‘04 5
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2012 25
‘11 27 skyline by lighting the
‘10 29 Empire State Building
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‘09 26
‘08
with 1,200 state-of-the-
31
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‘07
‘06 15
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2013
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‘05 8
‘04 5
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Lorem ipsum
Consumer Financial
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Voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia
consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. DOW JONES
Philips brand guidelines | Graphic elements SUSTAINABILITY
Contents |
INDEX
Page 141 of
ind
BRAND
The LUXEON® LED portfolio supports development of energy
CONCEPT / efficient, reliable lighting solutions that deliver superior quality
FAMILY
of light and performance tailored to each application. LUXEON
DESCRIPTOR
LEDs deliver the broadest range of CCT and CRI options and
Shaver series PowerTouch SensoTouch 2D SensoTouch 3D
VERSION lead the industry with freedom from binning, Hot Testing and PT72502
3000
PT73701 PT860
5000
PT870
7000 9000
RQ1160 RQ1250
FEATURE
Specification, and superior lumen maintenance. Male grooming
When lighting matters, LUXEON works.

ALPHANUMERIC
Shaver system technology CloseCut ComfortCut DualPrecision TripleTrack DualPrecision UltraTrack
Standard facial hair • • • • • •
Tables
Rounded for comfort • • • • •
Extra short stubble • • • •
Fast shave • •
•
2D: 3D:
Facial Contour system tilt & pivot
• • • • • •
Product Retrofit Shops & Home Office Outdoor & Architecture & Consumer
Adjusts to the curves of your face
Pivots for optimal contact, even on the neck • • • •
Reduces pressure for ultimate comfort • •
Hospitality industry entertainment electronics & •
Additional features
Cordless power
appliances
35 minutes 45 minutes 50 minutes 60 minutes 50 minutes 60 minutes
Trimmer Pop-up trimmer Pop-up trimmer Pop-up trimmer Pop-up trimmer Trimmer attachment Integrated trimmer
• • • • • •
Fully washable • • • • •
Luxeon A Waterproof: use with foam or use dry

SkinGlide: skin protection system
•
•
•
•
• • • •
Jet Clean System • • •
Luxeon H Click-on beard styler • •
Luxeon K • • • •
Luxeon S • •
Luxeon M • • • •
When creating tables you should remove unnecessary content Luxeon R • • •
Shaver series PowerTouch SensoTouch 2D SensoTouch 3D
3000 5000 7000 9000

and use minimal graphics. This helps to keep the table clean • •
PT72502 PT73701 PT860 PT870 RQ1160 RQ1250
Luxeon Rebel
Luxeon Rebel ES • • • Male grooming
and clear, thereby optimizing legibility. Luxeon C • • • • •

Luxeon Z • • • Shaver system technology
Standard facial hair • CloseCut
• • ComfortCut
•
DualPrecision
•
TripleTrack
•
DualPrecision
•
UltraTrack
•
Rounded for comfort • • • • •
Luxeon 123456 • • • Extra short stubble

• • • • • •
Tables are structured with horizontal and/or vertical hairlines.

Fast shave • •
•
2D: 3D:
You may use one additional color within your table to improve
Facial Contour system tilt & pivot
Matrix with bullets Adjusts to the curves of your face

Pivots for optimal contact, even on the neck
Reduces pressure for ultimate comfort
• • •
•
•
•
•
•
•
•
•
•
•
legibility. Wherever possible, avoid repeating text and replace Additional features
Cordless power 35 minutes 45 minutes 50 minutes 60 minutes 50 minutes 60 minutes
Trimmer Pop-up trimmer Pop-up trimmer Pop-up trimmer Pop-up trimmer Trimmer attachment Integrated trimmer
with bullets (for example, use a bullet rather than writing ‘yes’
Fully washable • • • • •
Waterproof: use with foam or use dry • •
SkinGlide: skin protection system • •
General Characteristics
Jet Clean System • • •
Click-on beard styler • •
when displaying if a proposition has a specific feature or is Product family code SP520P [SP520P]
suitable for a specific purpose). Number of lamps 2 [2 pcs] LED15S [LED Module,
Good coffee made systemeasily
flux1500 lm] Your coffee your way
Lamp color code 830 [830 warm white]
Lamp color temperature 3000 [3000 K]
For further information regards tables, please refer to the NEW NEW NEW NEW NEW NEW NEW NEW
Light source replaceable false [No]

publications guideline. Transformer/
Product overview
PSD-E [Power supply unit with
Drip filter appliances
Product overview
Drip filter appliances
power supply unit

Type number
‘Name’
DALI interface external]
HD7140
Café Duo
HD7450
Reba Junior &
HD7447
New Daily
HD7457
Entry Metal
HD7459
Entry Metal timer
HD74XX
Entry Metal
HD7446/7448
NBC
HD7455/7458
Phenix
Type number
‘Name’
HD7544/7546
Gaia
HD7686
Pure
HD7690
Pure
HD7692
Pure
HD7685
Intersect
HD7695
Intersect
HD7696
Intersect
HD7697
Intersect
HD7688/7689
Avance
HD7698
Avance
Driver included true [Yes]

Kingfisher thermos Essentials Essentials Essentials
RSP (Euro) 24.99 / 29.99 24.99 / 34.99 24.99 29.99 39.99 49.99 29.99 / 34.99 29.99 / 39.99 RSP (Euro) 59.99/69.99 64.99 74.99 94.99 54.99 64.99 74.99 84.99 84.99 99.99
Dimmable Segment
true [Yes] Good coffee
made easily
Good coffee
made easily
Good coffee
made easily
Good coffee
made easily
Good coffee
made easily
Good coffee
made easily
Good coffee
made easily
Good coffee
made easily
Segment Your coffee
your way
Your coffee
your way
Your coffee
your way
Your coffee
your way
Your coffee
your way
Your coffee
your way
Your coffee
your way
Your coffee
your way
Your coffee
your way
Your coffee
your way
Connection PI [Push-in connector 3-pole]

Part of breakfast set Daily Collection Daily Collection New Daily Entry Metal Entry Metal Entry Metal Daily Collection Daily Collection Part of breakfast set Mid end metal Pure Essential Pure Essential Pure Essential New Pure New Pure New Pure New Pure Avance Avance
Collection Collection Collection Collection Collection Collection Collection Essential Essential Essential Essential Collection Collection
Collection Collection Collection Collection
Safety class CLI [Safety class I]

Ultimate taste and aroma Ultimate taste and aroma
IP code
Integrated grinder
IP20 [Finger-protected]
Integrated grinder
Bean selection Bean selection
Grind-off function Grind-off function
IK code IK02 [0.2 J standard]

Grind selector kb
Boil and brew system
Grind selector kb
Boil and brew system
Aroma swirl Aroma swirl • • • •
Ambient temperature +10 to +40°C [+10 to +40 °C]
Your coffee your way Your coffee your way
Suspension/mounting
Strength control
SMTT [Suspension •set twin, Strength control • • •
Insulated jug Insulated jug • • • •
Pre-settable timer • Pre-settable timer • •
•
triangle for T-profile]
Decalcification reminder
Automatic shut-off • tbc
Decalcification reminder
Automatic shut-off •
•
•
•
•
•
•
tbc
•
tbc
•
tbc
•
tbc
• • •
• •
Color GR [Grey]
Illuminated display Illuminated display
Good coffee made easily Good coffee made easily
Glow-wire test • 850/5

•
Water level indication
Detachable water tank
[Temperature
• • • 850• °C, • Water level indication
Detachable water tank
• •
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
• • • • • • • • • • • • • • • • • •
duration • 5 s] •
Detachable filter holder Detachable filter holder
Non slip feet • • • • • Non slip feet • • • • • • • • • •
• • •
Dishwasher proof parts • • • • • Dishwasher proof parts • • • • • • • • • •
European Community
Drip stop
•
Cord storage •
• CE• [CE mark]
• • •
•
•
•
•
Cord storage
Drip stop
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
• • •
mark
High speed pump High speed pump
• • •
Illuminated power switch • • • • Only HD7448 Illuminated power switch • • • • • • • • • •
Protective buffer ring Protective buffer ring
ENEC mark ENEC [ENEC mark]

General specifications General specifications
Power 550 W 650 W 1000 W 1000 W 1000 W 1000 W 900 W / 1000 W 1000 W Power 1000 W 1400 W 1400 W 1400 W 1000 W 1000 W 1000 W 1000 W 1400 W 1400 W
Lifetime to 70%
Voltage
•
50000
•
Available in low voltage
hr
•
220-240 V
• •
220-240 V
•
220-240 V 220-240 V 220-240 V 220-240 V 220-240 V 220-240 V Voltage
Available in low voltage
220-240 V
•
220-240 V
•
220-240 V
•
220-240 V
•
220-240 V 220-240 V 220-240 V 220-240 V 220-240 V 220-240 V
Capacity (liters) - 0.6 1.2 1.2 1.2 1 1.2 1.2 Capacity (liters) 1.2 1.2 1.2 1.2 1.2 1.2 1.2 1.2 1.2 1.2
Capacity (cups) 1-2 4-6 10 - 15 10 - 15 10 - 15 10 - 15 10 - 15 10 - 15 Capacity (cups) 10 - 15 10 - 15 10 - 15 10 - 15 10 - 15 10 - 15 10 - 15 10 - 15 10 - 15 10 - 15
Colors /20 Black /00 Black & metal /00 White-beige /20 Black & metal /20 Black & metal /20 Black & metal /00 White /00 Black & metal Colors /00 Silk beige /30 White-red /30 White-red /30 White-red Star white/ tbc tbc tbc /00 Vapor /20 Ink black
Lifetime to 90% (with cups)

/22 Black
/20 Black
/70 White
30000 hr
/20 Black
/40 Monza red-
/30 Black &
lavendermetal
/10 White-beige
/20 Black
/40 White-
lavender
& metal /20
Black & metal
/90 Black-red
HD7693/90
/90 Black-red /90 Black-red Vapor dusk,
Ink black/
dusk
/20 Ink black
& metal
/50 Deep
/54 White-orange black /56 Orange-white /55 White- Full black Deep black & metal black & metal
/55 White-orange /70 White-blue orange /56 without red /50 Deep
(with cups) Oyster grey black & metal
Failure rate at 5000 hrs

Brewing time
Housing material
< 10 min
Plastic
< 10 min
Plastic
1%
< 10 min
Plastic
< 10 min
Plastic
< 10 min
Plastic/metal
< 10 min
Plastic/metal
< 10 min
Plastic
< 10 min
Plastic/metal
Brewing time
Housing material
< 10 min
Plastic/metal
< 10 min
Plastic/metal
< 10 min
Plastic/metal
< 10 min
Plastic/metal
< 10 min
Plastic
< 10 min
Plastic/metal
< 10 min
Plastic/metal
< 10 min
Plastic/metal
< 10 min
Plastic/metal
< 10 min
Plastic/metal
Country of origin Poland China China China China China Poland Poland Country of origin China Germany Germany Germany China China China China China China
Supplier Biazet SA Simatelex Homezest Homezest Homezest Homezest Biazet Biazet Supplier Simatelex Luxoplast Luxoplast Luxoplast Simatelex Simatelex Simatelex Simatelex Mainpower Mainpower
Text-based table with hairline dividing lines Tables may be used on a white or color/
gradient background or use a color accent

Illustrations:
rich, engaging stories
We create illustrations on the rare occasions

that it isn’t possible to convey the message
using our Philips photographic principles.
Our illustration style brings our stories to life

in an inspiring and engaging way, always
supporting the headline. Illustrations are
formed using pictographic shapes drawn from
the world around us.
Creating an illustration
• Think about what the most important benefit is that you
want to communicate
• Create a concept or ‘big idea’ around this benefit
• Bear in mind that certain icons take on new meanings when
they are combined in certain configurations
• Use scale and color to emphasize key icons over others
• Tell a story in an aspirational and positive way
• Each icon/element should have a reason for being there.
• ‘Less is more’ – get rid of any unnecessary elements.

1.
Illustrations: creating
the content
By combining and layering different

icons, we are able to tell a rich and
engaging story around a specific theme Disaster relief Community development Social entrepreneurship
or key message.
3.
For example:
1. Philips Foundation illustration examples 2.

The three key illustrations used by the foundation, highlight the
three core areas they work within.
2. ‘90 years of design at Philips’ illustrations

The set of illustrations to commemorate 90 years of design at
Philips, works over many touchpoints and shows the breath
of products and services designed - from light bulbs, radios,
televisions to MRI scanners, coffee makers and shavers - over
the past 90 years by Philips Design (this is a good example of
using two weights of linear and solid icons).
3. Philips Excellence Competition illustrations

Icons commonly associated with excellence and awards are
composed on top of a solid medal icon to allude to the core
essence of the Philips Excellence competition.

Gradient Two different Combination of solid
Illustrations: style background line thicknesses and outline shapes
Our Illustration style is pictographic. We create

icons from the world around us and compose
them in a way that supports our key message
or theme. The base solid large element(s)
communicates the core messages while
additional layers add detail.
How they are made up:

• Use icons that represent real things (pictographic) and ideas
(ideographic)
• The shapes and forms are inspired by our typeface and icon style
(refer to our icon principles for more information)
• Additional layers should use solid and linear elements to enhance
richness and hierarchy
• Use two different proportional scaling factors for elements on
additional layers to enhance richness and hierarchy
• Combine at least 3 icons together.
One larger icon used Icons represent real

as the main focus things or concepts

Group communications palette
Illustrations: colors
We follow our color principles when

creating illustrations. For group
communications, the illustrations are made Business category palette
up of 80% blues and 20% accent colors.

Business category illustrations may use
Business
the whole color palette associated to their category
Group communications palette palette
specific Brand Experience Playbook.
Some helpful tips: + =

• Create harmony and contrast using shades of complimentary colors Gradient background Color accent
and one pop-out color
• Brand Experience Playbooks will determine specific color palettes
• We do not use red in illustrations unless for a specific purpose
(e.g. warning or product color)
• We use gradient backgrounds in our illustrations to create depth. Go
to the color chapter to download them.
• You can use tints to create additional colors.
Business category palette
+ =
Color accent

With materials
and finishes we
can enhance our
messaging in a
responsible way.
Enhance
Carefully considering materials and finishes allows us to
connect with our target audience on a more subliminal
level while standing out from the crowd.
Responsible
We always do this in an enduring, sustainable manner
that minimizes the environmental impact of the choices
we make.
Philips brand guidelines | Materials and finishes Contents | Page 147

Inspiration
In-ear headphones
Blister pack (PET plastic) with insert , printed double-sided on 400g card using CMYK plus one Pantone color
Circular economy brochure

Cover printed on 250g wood-
Male grooming packaging free matt coated. Inside printed
Printed single-sided on 230g corrugated on 150g wood-free matt
cardboard, using CMYK and high gloss varnish coated, using CMYK double
sided (4/4)
Business card
Printed on wood-free, 250g
matt coated card, using
CMYK on the shield face and
black and Pantone 300c on
wordmark/text face

Storytelling and Philips
experiences
We tell our stories in a genuine, friendly way.
Choosing the right materials and finishes will help to deliver

- and reinforce - our messages in an appealing way.
Never underestimate the sensorial power of materials and finishes to

connect with our target audiences on a deeper, subliminal level.
By using specific techniques you can

enhance the user experience even further.
Sometimes this is relatively straightforward; for example using a

die-cut to display the product inside the packaging. But you can also
create a more ‘sensorial’ feel by, for example, embossing a specific
area on the packaging to give it an extra tactile dimension.
You can even use more ‘out of the box’ techniques like scratch &
sniff, light-sensitive inks or lenticular printing so that images change
depending on the viewing angle.
But whatever you do, it should always be relevant to the story we tell,
the message we communicate and our overall brand values.
Please consult your procurement representative for more information.

.

Caring
Innovative Impactful
It’s natural to adapt how you communicate

to suit different situations and audiences.
Caring
The same applies when communicating
Examples:
our brand through materials and finishes. • Use light or heat-sensitive ink to
surprise and delight Innovative
Depending on the context, it’s perfectly • Explore options for reuse
Impactful
acceptable to place greater emphasis on
one (or two) of our core values.
Examples:
•U se of natural fibers or ink textures
Caring to create a richer sensorial experience
Caring •E asy-to-open packaging for older target
• Always starting and developing with audiences
the target audience in mind • Reusability
• Complying with the sustainability
regulations; environmentally friendly Innovative
• Ensuring the appeal does not diminish over time
Innovative Impactful Examples:

• Structural solutions that can be reused after
• Surprising solutions that amaze and delight
unpacking
• Breaking the mold • Coffee-scent applied inside the packaging of a coffee
maker to enhance the unpack experience
Impactful
• Attracting attention and promoting interaction
• Standing out from the crowd

Types of materials and finishes
There are two broad classifications;

‘need-to-haves’ and ‘nice-to-haves’.
Need-to-haves
These materials and finishes are required to deliver the ‘basic’
end result in terms of:
• Material, texture and weight
• Inks and the printing process
• Binding, sleeves and cases
Nice-to-haves
These materials and finishes help you achieve additional
‘sensorial’ effect for extra impact.
All these considerations must always of course be balanced

against the sustainability requirements (and the cost
implications).

Types of materials and finishes:
Material, texture and weight
Choosing the right material type, texture

and weight is a fine balancing act that
can depend on many different variables,
such as technical, legal, aesthetic
(brand), financial and sustainability
requirements.
Collecting reference material helps avoid misunderstandings

along the way. If you are interested in using a particular material,
find an example of it. Have dummies made by your supplier.
Ensure everyone is clear about the expected end result in
advance.
In addition, always consult your procurement representative at

the earliest possible opportunity. See here (This website is only
accessible via the Philips intranet. Those outside Philips must
request this information via their Philips procurement contact).

The print process (and inks)
The choice of printing techniques and

ink depends on several factors. Always
involve your procurement representative
when making print-related decisions.
Here are some key considerations:
• Digital printing is cheaper and quicker than offset printing, but
special finishes need to be processed separately, spot colors
can only be simulated and the quality is not as high as offset
printing.
• Offset printing can accommodate special finishes and spot
colors and the quality is very high, but it is slower than digital
printing and more expensive in small quantities.
• Varnishing can be accommodated within offset print
production as a ‘fifth color’.
• Laminating is separate to the print production phase (as it
involves adding a separate layer of plastic).
• It is possible to place an embossed feature within a laminate.
• Use a gloss spot varnish or laminate to avoid fingerprints
showing on printed material.
• Foil blocking is expensive. A similar effect can be achieved by
using a spot metallic color and adding a gloss spot varnish or
laminate on top.

Binding, sleeves and cases
When we want to ‘bring it all together’ the most common

method to use is binding. However, you could also consider
using sleeves or cases which may offer extra protection or
enhance the unpack experience.
Consult your procurement representative for more information.

Sustainable materials and finishes
It is our stated aim to minimize the environmental impact of Think very carefully before you make a decision:
our packaging. • Are you complying with the relevant requirements and legislation?
• Is there an alternative which is even more environmentally-friendly but still
This policy involves adhering to the following principles and product specific targets: offers a similar end result?
1. Packaging shall be designed, produced and commercialized in such a way to stimulate and •W
hat are the possibilities for recycling and/or reuse?
maximize recyclability and to minimize its impact on the environment in all phases of its life cycle.
2. Packaging shall be designed while minimizing the amount of resources needed both in volume and
weight, and maximizing the percentage of recycled materials to help close the materials loop.
3. Where recycled content is not available or scarce, alternative materials like certified renewable
resources or bio-based materials shall be used.
4. Our suppliers should conduct a risk assessment to ensure compliance with this policy and with
our responsible sourcing requirements.
You can download our environmental policy using the button on the bottom of this page.
Energy Recycling Lifetime
Our philosophy is that ‘prevention is better

than cure.’
We have been working to minimize the environmental impacts of our products, processes and
services since 1970. Your choice of materials and finishes is a continuation of this long-standing
commitment.
Packaging Substances Weight
Learn more at www.philips.com/sustainability.
If you have any questions, please email: thomas.marinelli@philips.com
Download environmental policy document

Helpful list of requirements
and considerations
Resources Distribution Disposal
Requirements Requirements Requirements
• Avoid banned materials • Unpack experience • Apply country information
• Use recycled or certified Considerations •C
onsistent application
renewable materials • Communicating green of the Philips packaging
• Ensure availability of features design system
packaging materials • Eco Labeling •R
elease master data
Considerations • Reusable (by consumer) 3 months in advance
• Clean and safe materials •C
orrectly enter master data:
• Renewable GS1
• Recycled Use • Collo-modularity
• Mono-materials Requirements • Meet volume index target
• Locally available • Simplicity in disposal •D
on’t open, don’t touch the
• Low-energy materials • Collect packaging box
material declaration • Meet theft requirements
Considerations • Meet shelf size requirements
Production • Recovery systems •M
eet shelf location
Requirements • Reusable (by Philips) requirements
• Eliminate the unnecessary • Design for disassembly • Make packs stackable
• Simplicity in assembly • Design for recycling • Use standard eurolock
• Align product and package • Biodegradable •M
ake your category shelf
robustness • Safe disposal modular
Considerations • Define the primary • Consistent artwork
• Clean and safe production purpose • Consistent color management
• Packaging component Considerations
standardization • Less packaging
• Local production •R
eusable (transport)
• Less waste/reuse waste packaging
• Low-energy production • Energy-efficient logistics
• Clean energy • Local distribution

We use clear navigation
to create structured and
informative experiences
that reveal our stories
Informative
Our stories are woven into the fabric
of an experience. They attract and
guide your attention, drawing you
further in while pointing to what’s
next.
Structured Clear
Our navigation provides a sense of Mindful of a given context, we create
where you came from, where you visible relationships between different
are and where to go next. It can even aspects of an experience. We use cues
tickle your curiosity with the prospect that are meaningful to you and we
of something exciting. avoid double meanings.
Philips brand guidelines | Navigation Contents | Page 157

Navigation and our values
Design stories with a clear sense of Cornerstones of navigation Caring Innovative Impactful
The goal of navigation is to give a sense of clarity Aware Ahead Directed
direction so that you don’t get lost
and direction. We plan, create and maintain navigation Anticipative Predictive Pragmatic
as they draw you in. with our brand values in mind: Caring, Innovative Unobtrusive Personal Clear
and Impactful.
The Philips hue experience is

enriched through a carefully
considered unpack, installation
and interaction journey that is
easily navigated.

Navigation and the brand experience
Our brand identity provides a The story unfolds as you navigate further into the branded experience
set of tools for you to design

experiences, stories and the
navigation therein. When used
effectively, these steps help to
create an effective and potentially
ownable brand experience.
Orientate
Branding and critical messaging is implemented in a
clear and impactful manner to ensure the audience Orientate Select Engage
recognizes the Philips brand and the basic promise of the
proposition.
Select
Expanded information to provide greater context
and appreciation of the subject. Choices are clearly
segmented and defined to enable informed decision
making.
The navigation model applies in any
Engage context. It repeats itself as we move through
an experience.
The next step is made clear through a streamlined and
intelligent approach to handling technical information,
contacts, links and the purchasing process.

Navigation within digital design
Orientate Select Engage
Orientate
Most important info; deliver
the promise of the product
or service.
Select
Crucial info; provides proof-
points of how Philips fulfills the
promise. Highlights, benefits
and use cases.
Engage
Detailed information such as
specifications, reviews, awards
Home page Category page and support, plus items such
as related products, topics,
blogs and social media.
Product detail page Page navigation

Navigation within packaging design
Portfolio of propositions Individual pack Unpack experience

Navigation within products and services
Product/service Installation Product/service in use

Functionality and purpose Seamless installation and Rewarding product and service experience enabled
made clear through iconic form interaction facilitated through through innovative product/service propositions and a
language and graphic elements intuitive and intelligent design dynamic and responsive user interface

Navigation within publication design
Front cover Contents Chapter/story

Navigation within spatial design
Exterior Reception/transit space Workplace

Navigation and the customer decision journey
In the context of a costumer decision journey, navigation helps us to

start and deepen the engagement in meaningful steps. A carefully
considered brand experience will help build a single story, lead to a
satisfying experience and ultimately build our brand in people’s minds.
Trigger to connect Inform to educate Interact to convince Encourage to purchase Convince to reassure Engage to delight Motivate to promote
Promote proposition Provide detailed Facilitate interaction Use targeted visual and Ensure ease of use Encourage engagement Build brand loyalty
and prompt further information to through intelligent, verbal communication through clear directions through product and and drive future sales
investigation via clarify proposition responsive and to reassure consumer and accessible, intuitive service interfaces that through innovative,
recommended sources and portfolio connected systems and incentivize purchase design systems delight consumers human-centric design

Navigation on touchpoints
Digital Packaging Products/services Spatial Publications
Orientate
Understand options, e.g. on Overview of brands on shelf. Spot Spot features on product, Discover spatial areas of venue Scan visual hierarchy for clues of
homepage the right brand find controls or architecture relevance
Select
Choose section that corresponds Understand differences between Distinguish features, select Decide where entrance is Choose most prominent element
to your needs products the right one for your task
Engage
Click and follow link Read specs, unpack experience Use feature to complete task Head for entrance, approach Dive into content, read publication
reception

Seasonal promotions
Photography Icons and typography
When creating touchpoints for seasonal promotions,

we recommend that photographic backgrounds
are used where ever possible. In the event that this
is not appropriate i.e. for cross cultural reasons or
due to cost implications. Then you can use a mixture
of typography and icons on a gradient background Set the
mood
- these must always be applied together with the
product photography. Ramadan
Specific seasonal backgrounds guides and a
kareem Duis mattis feugiat porttitor. Cras malesuada
Duis mattis feugiat porttitor. Cras malesuada purus
collection of seasonal icons are currently in sit amet nulla vulputate sollicitudin. Eleifend sed
nulla ut viverra quam nec ligula. purus sit amet nulla vulputate sollicitudin.
Eleifend sed nulla ut viverra quam nec ligula.
development. Until these are available, please
consult the latest advertising guide for more
information or contact the brand.desk@philips.com.
Mauris feugiat Mauris feugiat

Nunc velit turpis tempus Nunc velit turpis tempus
quisque elit eros congue quisque elit eros congue
Ramadan celebration print ad Valentine’s day print ad Christmas POS
Seasonal icons: Seasonal icon:
Heart Heart Cold shot

These examples are all concepts outline solid solid
Philips brand guidelines | Seasonal promotions Contents | Page 167

Our company, our journey…
Philips & Co. was founded in 1891 in Eindhoven, the Netherlands, From the very first light bulbs and radios, we’ve had one
by Frederik Philips and his son Gerard. Recognizing the thing at the heart of our company – our mission to improve
opportunity presented by the introduction of electricity to the people’s lives through meaningful innovation. We don’t just
mass market, father and son conceived a plan: to bring cost- invent; we entertain, we enlighten, we solve, we heal. We are
effective, reliable electric incandescent light bulbs to everyone. a technology company that cares about people and today,
In 1895 Frederik asked his younger son Anton to join the 123 years later, we have the goal to improve the lives of three
company and the business began to expand rapidly. billion people every year by 2025.
Philips brand guidelines | History Contents | Page 168

Our wordmark and its heritage
Our wordmark is a living entity that evolves over

time. Its last update was in 2008. The changes were
small yet significant before this one, refining the
letter forms to make it dynamic and contemporary
and enhancing curves to lend a more caring feel.
Much of our design expertise can be traced back to one man: Louis Kalff. An architect
with a passion for graphic design, the 28-year-old joined Philips in 1925 as Head of
Advertising. Kalff understood the importance of consistent, effective design, and set
about elevating the role and status of design – at all levels of the company. His team
designed posters, advertisements, brochures, leaflets and packaging materials as well
as products. He recognized that design could play a major role in driving consumer
preference for our products and brand.
During the 1920s, many graphic artists commissioned by Philips were allowed to
incorporate our name into their designs. As a result, our company name took on a
wide range of different styles. Over time the Philips Design team took a preference for
the use of Philips in capital letters. This was the basis for the wordmark redesigned in
2008 and used to this day.
1950’s
New 2008

The story of our shield is one
of recognition, differentiation
and the establishment of trust
The now familiar Philips waves and stars first appeared
in 1926 on the packaging of Miniwatt radio valves, as well
as on the Philigraph, an early sound recording device.
The waves symbolized radio waves, while the stars
represented the ether of the evening sky through which
the radio waves would travel.
In 1930 it was the first time that the four In 1938, our shield made its first
stars flanking the three waves were placed appearance. Although modified over the
together in a circle. After that, the stars years, the basic design has remained
and waves started appearing on radios constant ever since and, together with the
and gramophones, featuring this circle as wordmark, it gives us a distinctive identity
part of their design. Gradually the use of that is still embraced today.
the circle emblem was then extended to
advertising materials and other products. Like our company, our shield continues
to evolve. Our new shield will play a
At this time our business activities were more prominent role in our branding;
expanding rapidly and we wanted to find a powerful visual asset which transcends
a trademark that would uniquely represent digital, language and cultural barriers.
Philips, but one that would also avoid
legal problems with the owners of other
well-known circular emblems. This wish
resulted in the combination of the Philips
circle and the wordmark within the shield
emblem.

A colorful history
We have a heritage of using color to striking effect. Throughout the years, our
communications have been vibrant, stimulating and progressive.
‘Roller’ radio, 1980s
‘Shoqbox’ wireless speakers, 2010s ‘LivingColors’ lamp, 2000s
Radio recorder poster, 1970s

‘Billy’ blender, 1990s
Washing machines advert, 1960s Philips Pavilion poster, 1950s ‘Infraphil’ infrared lamp, 1940s Radio poster, 1930s Automotive lighting poster, 1920s

Evolving our shield
As a company, we operate at the point where

innovation and people intersect.
So we replaced stark symmetry with something that

reflects our caring approach and people focus.
The top edge now has a slight curve, which conveys

our sense of pride in more than a century of relevant
technological breakthroughs.
With two thicker, softer waves and a solid fill, the

shield is robust, visually more impactful and easier
to apply on digital platforms.
Old shield since 1948 From November 2013
Now our shield has a balanced blend of old and

new that subtly expresses our aim of delivering
innovation that matters to you.

Revision overview November 2015
Chapter Main changes

Identity elements • Information update
Color • Information added about frosted transparent effect on panels

• Color guidance for typography changed
Typography • Information and image update
Seasonal • Page with more guidance about seasonal promotions added

promotions
Philips brand guidelines | Revision overview Contents | Page 173

Revision overview April 2015

Wordmark • Explanation on placing and scaling the wordmark extended Color • Information update
• Information update • Photoshop gradient asset (.grd) added
• Philips in the possessive form added
• Pay off/ tag Typography • Information update
on branding added
Navigation • Information and image updatew
Philips Shape • Explanation on placing and scaling the shape extended
• Information update Celebrity • Page moved to 'photography'
endorsement
Maker's marks • Lighting SLC logo added
Assets added/ • Grandients_2015
Shield • Explanation on placing and scaling the shield extended updated - Gradient names in swatches updated
• Information update - Gradients_RGB_2015.grd added
- Gradients_RGB_2015.asl added
Brandline • Default and optional version of the group brand line indicated
Identity elements • Information update
Photography • Information and image update

• Celebrity endorsements included
• Information on natural lighting added
• Added multiple products top view example
Typography • Information and image update
Graphic elements • Information and image update
Composition and • Explanation on placing and scaling the shape extended

layout • Information update

Revision overview December 2014

Our vision and • New page Celebrity • New page added
strategy endorsement • Celebrity guide available as download
Storytelling • Information update Assets added/ • Graphic elements •P hilips Shape TM • Philips Shape TM
updated toolkit - CMYK with navigation
Philips Shape • New assets of maker's marks added (CMYK, RGB, PNG, PSD) for - the Philips - RGB panel
trademark and non-trademark numbers - PNG - CMYK
- the world maps - PSD - RGB
Our stars • New page explaining usage of star - PNG
• Financial toolkit zip • Philips Shape - PSD
Chart of wordmark, • Information update - guide with navigation
shield and brand - two PDFs panel • Maker's marks
line usage - CMYK - CMYK
• Philips Shape - RGB - RGB
Photography • Information and image update - CMYK - PNG - PNG
- RGB - PSD - PSD
Typography • Information and image update - PNG
- PSD • Icon toolkit
- Icon guide
Graphic elements • Information and image update
- Icon templates
• World maps available as download
• Numbers in circles available as download
• Icon specifications updated
• Updated icon guide available as download
• Financial specifications updated
• Financial guides available as download
Materials and • New section added

finishes

Revision overview September 2014

Wordmark • Added 'placing the wordmark' page
Philips Shape •Examples of navigation panels added

• Navigation panel template download updated
• Moved 'placing the shield' to shield section
• Moved 'placing the wordmark' to wordmark section
• New Philips Ratio scaling update
Shield • Changed the way we scale the shield to the canvas

• 'Placing the shield' page added
• New Philips Ratio scaling update
Chart of wordmark, • Information update

shield and brand
line usage
Photography • Portraits - added an extra page

• Photographic stories pages updated and added
Graphic elements • The icons toolkit download updated

• 'Before you start...' flowchart updated
• All illustrations and examples to reflect the correct icons and
illustration style updated

Revision overview June 2014

Philips Shape • Navigation panel with Icons added Typography • New section on headline configurations added
• New template downloads available with new pink palette • New section giving advice on font use for punctuation
incorporated • New font listed for both simplified and traditional Chinese;
- Fang Zheng Lan
Maker's marks • New maker’s marks section plus downloads added - Ting Hei
• Copy change to explain that italic can now be used
Brand line • Changed layout of examples page
• New pink palette (both dark and light) added to all language Graphic elements • Icon specifications extended
version assets (downloadable) • New icon guide available as download
Chart of wordmark, • Information update Navigation • New section added

shield and brand
line usage
Photography • Product rendering section added

• Portraits – new guidance and examples
• Celebrity photography page added
Composition and • Philips Shape placing and scaling

layout guide added
Color • New pink swatches, added to palette and gradients pages & new
downloads (made as RGB/CMYK/RAL classic/RAL design)
• New pink palette added assets added throughout guidelines
• Red removed from main palette (moved
to enhancers)

For any information that you didn’t find in this guideline please contact: brand.desk@philips.com
For all Philips brand related information and assets visit: www.ourbrand.philips.com
Published by Global Brand, Communications and Digital
© 2015 Koninklijke Philips N.V. All rights reserved

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Philips brand guidelines | November 2015

The basics Introduction Our vision and Brand Storytelling

Our core brand assets

Our tools Brand voice Photography Celebrity Composition Color Typography

Graphic Materials and Navigation Seasonal

129 147 157 167

Miscellaneous History Revision

Philips brand guidelines | Contents Page 2

We don’t just invent; we entertain, we enlighten, we

Philips brand guidelines | Introduction Contents | Page 3

For over 120 years our meaningful innovations have Mission

Philips brand guidelines | Our

Philips brand guidelines | Brand

In communications, most of the narrative work is done by

Philips brand guidelines | Stories Contents | Page 6

Philips brand guidelines | Wordmark Contents | Page 7

Always make sure you are using

For some applications it may not be possible to apply

Apart from the wordmark and shield these blues are

Philips brand guidelines | Wordmark Contents | Page 9

Clear zone for wordmark with other trademarks

The examples below show two possible configurations

By cap height we mean the cap height

Philips brand guidelines | Wordmark Contents | Page 10

When the wordmark is placed on a canvas, without a connection to the

Philips Consumer Lifestyle

2. Set your canvas 3. Choosing a size 4. Choosing a position

Download the wordmark Download the Philips Ratio

Philips brand guidelines | Wordmark Contents | Page 11

The Philips Hue is a great example of Philips Accelerate!

Philips in the possessive form

The Philips board of management

Avoid the possessive (Philips’) if possible. Use alternative words (e.g.

Philips brand guidelines | Wordmark Contents | Page 12

Philips brand guidelines | Wordmark Contents | Page 13

The prominence it deserves

Philips brand guidelines | Philips Shape Contents | Page 14

Philips Shape with

Philips brand guidelines | Philips Shape Contents | Page 16

The Philips wordmark and curve

You can download a selection of the most commonly-used

To do this, first work out the border width.

Philips brand guidelines | Philips Shape Contents | Page 17

Ris se peligenis et, nis re

Philips brand guidelines | Philips Shape Contents | Page 18

Note: the colors you choose for the navigation panel

Parks & Recreation

Brochure Digital - Sales brochure Packaging Packaging

Philips brand guidelines | Philips Shape Contents | Page 19

Using the Philips Shape

The clear zone is equal to 1 x cap height of the wordmark.

• The key content panel must be filled with an appropriate

Download Philips Shape Download Philips Shape with navigation panel

Philips brand guidelines | Philips Shape Contents | Page 20

It is important that we use our trademarks­

Philips brand guidelines | Philips Shape Contents | Page 21

Using the Philips Shape

The clear zone is equal to 1 x cap height of the wordmark.

• Trademarked names sit in the key content underneath the

Download Philips Shape Download Philips Shape

Philips brand guidelines | Philips Shape Contents | Page 22

Determine the size of the key

Always use the downloadable asset. Do not try and create

applications. These point sizes are based on the Philips

Philips brand guidelines | Contents Page 2

Philips brand guidelines | Introduction Contents | Page 3

Philips brand guidelines | Stories Contents | Page 6

Philips brand guidelines | Wordmark Contents | Page 7

Philips brand guidelines | Wordmark Contents | Page 9

Philips brand guidelines | Wordmark Contents | Page 10

Philips brand guidelines | Wordmark Contents | Page 11

Philips brand guidelines | Wordmark Contents | Page 12

Philips brand guidelines | Wordmark Contents | Page 13

Philips brand guidelines | Philips Shape Contents | Page 14

Philips brand guidelines | Philips Shape Contents | Page 16

Philips brand guidelines | Philips Shape Contents | Page 17

Philips brand guidelines | Philips Shape Contents | Page 18

Philips brand guidelines | Philips Shape Contents | Page 19

• The key content panel must be filled with an appropriate

Philips brand guidelines | Philips Shape Contents | Page 20

It is important that we use our trademarks

Philips brand guidelines | Philips Shape Contents | Page 21

• Trademarked names sit in the key content underneath the

Philips brand guidelines | Philips Shape Contents | Page 22

Philips brand guidelines | Philips Shape Contents | Page 23

Philips brand guidelines | Philips Shape Contents | Page 24

Philips brand guidelines | Philips Shape Contents | Page 25

Philips brand guidelines | Philips Shape Contents | Page 26

Philips brand guidelines | Philips Shape Contents | Page 27

Philips brand guidelines | Philips Shape Contents | Page 28

Philips brand guidelines | Philips Shape Contents | Page 29

Philips brand guidelines | Maker’s mark Contents | Page 30

Philips brand guidelines | Maker’s mark Contents | Page 31

Philips brand guidelines | Maker’s mark Contents | Page 32

Philips brand guidelines | Maker’s mark Contents | Page 33

Philips brand guidelines | Maker’s mark Contents | Page 34

Philips brand guidelines | Shield Contents | Page 35

Philips brand guidelines | Shield Contents | Page 36

Philips brand guidelines | Shield Contents | Page 37

Philips brand guidelines | Shield Contents | Page 38

1. Download the 2. Set your canvas 3. Choosing a size 4. Choosing a position

Philips brand guidelines | Shield Contents | Page 39

Philips brand guidelines | Shield Contents | Page 40

Philips brand guidelines | Brand line Contents | Page 41

Philips brand guidelines | Brand line Contents | Page 43

Philips brand guidelines | Brand line Contents | Page 44

Philips brand guidelines | Brand line Contents | Page 45

Philips brand guidelines | Brand line Contents | Page 46