BEKO_BRANDBOOK

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BEKO_BRANDBOOK Powered By Docstoc
					Beko provides
intelligent solutions
to improve
everyday life.
The story
            We set out in the early 90s with one goal in mind:
            Provide intelligent solutions to improve the
            everyday lives of customers.

of Beko     Our product ideas evolved with intelligent
            solutions in mind. To become a global brand,
            we listened to millions of consumers spread out
            over 106 countries and we developed various
            intelligent solutions to cater to the needs of
            different people, different cultures, and different
            ways of life. Not only we used the intelligence in
            our products, but also at every contact point with
            our customers, from design to packaging, from
            distribution to sales. It’s due to this philosophy that
            there are millions of households worldwide that
            use Beko products.

            Throughout this journey Beko’s color has always
            been blue - the color of trust. Now Beko is taking
            a further step into the future with an improved
            new visual language that blends Beko’s extensive
            product range with traditional standards of home
            comfort. This visual language is based on six tones
            of blue, and it reflects Beko’s dynamic spirit as
            well as its commitment to intelligent solutions.

            The shades of blue marks an exciting moment for
            us, as they represent shared standards and values
            that will enable Beko to communicate the same
            message consistently to consumers everywhere.

            “Providing intelligent solutions to improve
            everyday life.”
Brand Essence
                                                                                 Brand    •	Progress
                                                                                          •	Empathy
                                                                                Values    •	Dedication


                                  BRAND VALUES
                                                                                          •	Considerate	
                                                                                 Brand    •	Self-confident

                                                                            Personality   •	Energetic




                                                           BR
                                                                                          •	Sincere




                                                             AN
                   ND BENEFITS




                                   Intelligent




                                                           D PERSONAL
                                                                                          •	Consumer-focused
                                  solutions to                                   Brand    •	Technology	solutions

                                    improve                                  Attributes   •	Functional	design	solutions
                                                                                          •	Efficiency	solutions
                                 everyday life.
                RA




                                                                                          •	Saving	energy	&	water	
                                                                                Brand
                       B




                                                                     I TY
                                                                                          •	Better	use	of	time	&	space	

                                                    BR                        Benefits    •	Ease-of-use	
                                                                                          •	Getting	the	most	out	of	everyday	life
                                 UT ES   D ATTRIB
                                                      AN

                                                                                 Brand    Intelligent solutions to
                                                                               Essence    improve everyday life.

Brand Book II                                                                                                                 Brand Book III
                  Brand Values                                                                          Brand Personality
Beko embraces the key values;                                                          Beko is a considerate, self-confident,
progress, empathy and dedication.                                                      energetic and sincere brand.

Believing in progress, we are always in favor of new ideas. We never stop              Our brand personality reflects the understanding of our consumers and
thinking about innovations and novel ways to overcome challenges.                      their needs. As a considerate brand, we create solutions for the consumer’s
                                                                                       everyday life; by listening to and understanding the consumer insight to
Our sense of empathy keeps us aligned with the consumer’s point of view                drive our product innovations.
and their way of living. Thinking with the consumer in mind, we come up with
insight-driven	intelligent	solutions	that	fit	exactly	the	right	spot	in	their	life.	   We	are	confident	that	we	will	transform	our	knowledge	of	technology	into	
                                                                                       solutions in the best way possible and that our intelligent solutions will
Dedicated	to	the	end,	we	are	always	relentless	in	our	search	of	excellence	            exceed the expectations.
and happily go the extra mile to deliver the best solutions for the needs of the
consumer.                                                                              We are energetic in a way that we always put the biggest effort in
                                                                                       everything we do. Our high energy allows us to quickly adapt to the
                                                                                       changes and motivates us to keep striving for the best results.

                                                                                       Because of our sincere and approachable attitude, our customers see us
                                                                                       as one of them. This helps build an emotional bond that paves the way for
                                                                                       long lasting relations.




Brand Book IV                                                                                                                                                        Brand Book V
                  Brand Attributes                                                                  Brand	Benefits
Beko is a consumer-focused brand that                                              Beko provides intelligent solutions
offers solutions incorporating technology,                                         that help consumers to get the most
functional design and efficiency.                                                  out of everyday life.
Technology solutions: We are committed to creating products and solutions          We provide intelligent solutions to consumers. These solutions are built
that	meet	global	standards.	We	use	our	R&D	capability	and	know-how	to	bring	       on	efficiency	where	Beko	helps	save	energy,	water	and	time.	In	addition,	
functionality into people’s everyday lives.                                        functional designs and attributes of the products create ease of use and make
                                                                                   better use of space at your home. That’s why when you buy a Beko product,
Functional design solutions: Our approach to good design is not about              you feel that you’ve made the right choice and all there is left is to get the
aesthetics	only.	Each	design	solution	that	we	provide	is	driven	from	an	insight	   most out of life.
to ease the consumers’ life.

Efficiency solutions:	We	are	passionate	about	creating	the	most	efficient	
products.	Our	approach	to	efficiency	is	more	than	energy	and	water	saving.	
Our products not only meet the required standards but also help people make
better use of space and save time and all types of resources.

Consumer-focused: We focus on consumer insights for the development
of intelligent solutions. Therefore, we interact and get consumer feedback
at every stage of the product development to offer intelligent solutions that
exceed expectations. We believe that progressive ideas establish a long-lasting
relationship with consumers.




Brand Book VI                                                                                                                                                  Brand Book VII
Tone of Voice




     The communication        The primary storytellers of Beko will be the visuals
                              referring to intelligent metaphors, rather than
     efforts should reflect   dialogues that would make too direct and too
                              obvious demonstrations.
     the self-confident       Beko is a sincere and energetic brand that
     character of the Beko    embraces optimism. Therefore, the communication
                              efforts will display a good sense of humor. Noted,
     brand with a calm and    this will be a smart approach to humor, rather than
                              a laugh out loud slapstick comedy.
     relaxed demeanor,        The messages will be given in a way that would
     avoiding loud and        resonate with the consumer, rather than being
                              solely focused on the brand itself.
     excessive expressions
     of emotion.

Brand Book VIII                                                                      Brand Book IX
Introduction   1 Logo   2 Typography   3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



The four main elements of
Beko's visual identity

Consistent use of the four elements to the
                                                                                                            1   The Logo
right is important in order to ensure an
identifiable and strong Beko brand language.

In the following pages we will introduce
these four elements and present guidelines                                                                  2   Typography                     abcdefghijklmn
and rules about how to use them.
                                                                                                                                               opqrstuvwxyz
Working files of all Beko branding elements
can be downloaded at:
www.beko.com/TR/EN/bekoglobalen.htm
                                                                                                            3   Colours


User name: bekoglobal
Password: Kv18Q+yr
                                                                                                            4   Shades of Blue

                                                                                                            4.1 Stripes
                                                                                                            4.2 Home Icons
                                                                                                            4.3 Beko Signature
                                                                                                                                 Category




                                                                                                                                 subcategory




Brand Book X                                                                                                                                                    Brand Book XI
The Logo


       1.1
1 Logo   2 Typography   3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



The logo




Colour                                                                                                           Safety Area
The logo is used in Beko Blue 287 C, the                                                                         The safety area around the logo equals
darkest of the six shades.                                                                                       the width of the O in Beko.

                                                                                                                 To ensure visibility in all applications, the
            Pantone 287 C                                                                                        logo must be surrounded by the safety
            CMYK C100 M70 Y0 K10                                                                                 area. No text, photographs or other
            RGB R36 G74 B143                                                                                     elements can appear within the safety
                                                                                                                 area.




Build                                                                                                    14 mm
                                                                                                                 Minimum Size
The width of the logo equals 5.5 times                                                       x                   A minimum size is defined for the logo
its height.                                                                                                      to ensure legibility in print. The minimum
                                                                                                                 width of the logo is 14 mm.

                                                                                                 5.5 x




1.2                                                                                                                                                         1.3
1 Logo   2 Typography   3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



How and where to place
the logo

Aside from certain exceptions, the logo is always placed in the
bottom right corner of the page.                                                                                        Vertical layout application
                                                                                                                        For vertical / portrait applications the
                                                                                                                        size of the logo equals 1/5 of the width
                                                                                                                        of the page.

                                                                                                                        The distance from the right edge of the
                                                                                                                        page is equal to the width of O in Beko,
                                                                                                                        the distance from the bottom edge is
                                                                                                                        equal to the height of two Os.

                                                                                                                        Outdoor usage
                                                                                                                        For outdoor usage the logo can be
                                                                                                                        increased up to 1/3.5 of the width of
                                                                                                                        the page to ensure legibility from a
                                                                                                        x               distance.
Horizontal layout application
For horizontal / landscape applications
the size of the logo equals 1/7 of the
width of the page.

The distance from the right edge of the
page is equal to the width of O in Beko,
the distance from the bottom edge is
equal to the height of two Os.
                                                                                                            1/3.5 x
Outdoor usage
For outdoor usage the logo can be                                                                               1/5 x
increased up to 1/5 of the width of the                                          x
page to ensure legibility from a distance.




                                                                                             1/5 x

                                                                                                1/7 x



                                                                                                                        Exceptions
                                                                                                                        Exceptions on the placement of the logo
                                                                                                                        are made in cases where the situation
                                                                                                                        or layout doesn't allow the logo to be
                                                                                                                        at the bottom, e.g. Fair and exhibition
                                                                                                                        stands, sidewalk billboards.

                                                                                                                        Use the safety area to place the logo in
                                                                                                                        these instances.




1.4                                                                                                                                                             1.5
1 Logo   2 Typography   3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



How to use the logo:
In colour and black & white
applications


In positive                                                                                  In positive
The logo on a white or light background                                                      In black & white applications with a light
is always used in Beko Blue 287 C.                                                           background, the logo is used in grey or
                                                                                             black.

            Pantone 287 C                                                                                Pantone 431 C
            CMYK C100 M70 Y0 K10                                                                         CMYK C10 M0 Y0 K60
            RGB R36 G74 B143                                                                             RGB R97 G106 B116


                                                                                                         Pantone Black
                                                                                                         CMYK C40 M0 Y0 K100
                                                                                                         RGB R0 G0 B0

In reverse
The logo on a blue or dark background is
always used in white.




On photography                                                                               In reverse
The logo on photography is used either                                                       In black & white applications with a dark
white or Beko Blue 287 C, depending on                                                       background, the logo is used in white.
the relative lightness or darkness of the
background image.

                        Pantone 287 C
                        CMYK C100 M70 Y0 K10
                        RGB R36 G74 B143




1.6                                                                                                                                  1.7
1 Logo   2 Typography   3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



Logo:
DON'Ts

Don’t use the logo inside a box on top                                                                                        Don’t fill the logo with Shades of Blue
of images.                                                                                                                    stripes.




Don’t use a grey logo in a colour
application.                                                                                                                  Don’t stretch or distort the logo.




Don’t use the blue logo on a dark
background.

                                                                                                                              Don’t add text.



                                                                                             The biggest brand in the world
Don’t use the blue logo if it doesn't
complement the background colour or if
prohibits legibility.



                                                                                                                              Don’t use the logo in any colour other
                                                                                                                              than Beko Blue 287 C.

Don’t use the blue logo on images with
a lot of blue.




                                                                                                                              Don’t add special effects like glow or
Don’t use the white logo on images
                                                                                                                              drop shadow.
with a lot of white.




1.8                                                                                                                                                                     1.9
Typography


         2.1
1 Logo   2 Typography   3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



Typeface:
Dax Wide                                                                                     Dax	Wide	Medium


                                                                                             ABCDEFGHIJKLMNOPQRSTUVWXYZ                         Highlighting text
                                                                                                                                                Dax Wide Medium is used for
In addition to the logo and colours, typography is an important                              abcdefghijklmnopqrstuvwxyz                         emphasizing words or phrases within
                                                                                                                                                copy.
visual component for Beko. Its consistent use creates an identifiable
visual language to Beko's written messages.                                                  0123456789 =/*-+!?,;:


                                                                                             Dax	Wide	Light	Italic


Primary typeface
                                                                         Dax	Wide	Light
                                                                                             ABCDEFGHIJKLMNOPQRSTUVWXYZ                         Distinction



                                                                         ABCDEFGHIJKLMN
The primary typeface is Dax Wide Light.                                                                                                         Dax Wide Italic is used to distinguish
It was chosen to reflect the smart and
modern nature of the brand.
                                                                                             abcdefghijklmnopqrstuvwxyz                         certain words from others in a text, such
                                                                                                                                                as when referring to specific names of
                                                                                             0123456789 =/*-+!?,;:                              Beko products or features within a body
                                                                                                                                                of text.



                                                                         OPQRSTUVWXYZ
                                                                         abcdefghijklmn      Dax	Wide	Bold	(price	communication	numbers	only)
                                                                                                                                                Price communication



                                                                         opqrstuvwxyz
                                                                                             0123456789                                         For price communication Dax Wide
                                                                                                                                                Bold is used. Tracking for price
                                                                                                                                                communication is always set at -40.




                                                                         0123456789
                                                                                                                                                  	 For detailed information about price
                                                                                                                                                    communication, see Solutions For
                                                                                                                                                    Emphasizing Price, chapter 2, page 8.




                                                                         =/*-+!?,;:          Dax	Wide	Regular


                                                                                             ABCDEFGHIJKLMNOPQRSTUVWXYZ                         Newspaper & TV applications
                                                                                                                                                Dax Wide Regular is used instead of

The Dax Wide font family can be
                                                                                             abcdefghijklmnopqrstuvwxyz                         Light to ensure legibility for newspaper
                                                                                                                                                and television applications.
downloaded at:
www.beko.com/TR/EN/bekoglobalen.htm
                                                                                             0123456789 =/*-+!?,;:
User name: bekoglobal
Password: Kv18Q+yr




2.2                                                                                                                                                                                    2.3
1 Logo   2 Typography    3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



Using the typeface:                                                                                                                                                                                                                                                         Using the typeface:
Size                                                                                                                                                                                                                                                                                    Leading


                                                                                       Headline 35 pt
                                                                                                                                                                                                                                                                             A   Leading is the space between the
Headlines                                                                                                                                                                                                                                                                    A   lines of a paragraph.
Don't try to communicate everything in
the headline. Headline text should be
used to introduce the main message
and should be kept reasonably short in
length.
                                                                                       Bore ad voloreet                                                                                                                                                                          By default the leading is set
                                                                                                                                                                                                                                                                                 automatically. For Beko, the
                                                                                                                                                                                                                                                                                 leading set to 1.1 times the font
Point-size guideline
Up to 50pt (A4 paper sizes)                                                            quis er adore flol                                                                                                                                                                        size being used.


Leading
Font size x 1.1 (or 110%)                                                              treet quis er ad.                                                                          Font	Point	Size	x	1.1	=	Leading
                                                                                                                                                                                  Ex. 20	pt	x	1.1	=	22
                                                                                                                                                                                                                                                                                 Leading can be calculated as:
                                                                                                                                                                                                                                                                                 Point Size x 1.1 (or 110%)




                                                                                                                                                                                  Font size pts   Leading pts   Font size pts   Leading pts   Font size pts   Leading pts
                                                                                                                                                                                                                                                                                 For quick reference, here are a number
                                                                                                                                                                                  5               5.5           36              39.6          67              73.7
                                                                                                                                                                                                                                                                                 of point-sizes and their corresponding
Sub-headlines                                                                          Sub-headline	20	pt	(35	pt	x	0.6)                                                           6
                                                                                                                                                                                  7
                                                                                                                                                                                                  6.6
                                                                                                                                                                                                  7.7
                                                                                                                                                                                                                37
                                                                                                                                                                                                                38
                                                                                                                                                                                                                                40.7
                                                                                                                                                                                                                                41.8
                                                                                                                                                                                                                                              68
                                                                                                                                                                                                                                              69
                                                                                                                                                                                                                                                              74.8
                                                                                                                                                                                                                                                              75.9
                                                                                                                                                                                                                                                                                 leading values.
Additional and secondary information
can be put in the sub-headline. Layouts                                                Bore ad voloreet quis er adore flol                                                        8               8.8           39              42.9          70              77                 For non-design programs please put the
                                                                                                                                                                                                                                                                                 setting for paragraphs to line spacing.
with multiple text blocks should always
have a defined hierarchy.                                                              oreet quis er ad.                                                                          9
                                                                                                                                                                                  10
                                                                                                                                                                                                  9.9
                                                                                                                                                                                                  11
                                                                                                                                                                                                                40
                                                                                                                                                                                                                41
                                                                                                                                                                                                                                44
                                                                                                                                                                                                                                45.1
                                                                                                                                                                                                                                              71
                                                                                                                                                                                                                                              72
                                                                                                                                                                                                                                                              78.1
                                                                                                                                                                                                                                                              79.2

Point-size guideline                                                                                                                                                              11              12.1          42              46.2          73              80.3
Sub-headlines are 60% of the headline                                                                                                                                             12              13.2          43              47.3          74              81.4
point size.                                                                                                                                                                       13              14.3          44              48.4          75              82.5
                                                                                                                                                                                  14              15.4          45              49.5          76              83.6
To calculate this, multiply the headline
                                                                                                                                                                                  15              16.5          46              50.6          77              84.7
point size by 0.6
                                                                                                                                                                                  16              17.6          47              51.7          78              85.8
Leading                                                                                                                                                                           17              18.7          48              52.8          79              86.9
Font size x 1.1 (or 110%)                                                                                                                                                         18              19.8          49              53.9          80              88
                                                                                                                                                                                  19              20.9          50              55            81              89.1
                                                                                                                                                                                  20              22            51              56.1          82              90.2
                                                                                                                                                                                  21              23.1          52              57.2          83              91.3
                                                                                                                                                                                  22              24.2          53              58.3          84              92.4
                                                                                                                                                                                  23              25.3          54              59.4          85              93.5
                                                                                                                                                                                  24              26.4          55              60.5          86              94.6
                                                                                       Dax	Wide	Light,	9	pt	/	9.9pt	leading.	
                                                                                                                                                                                  25              27.5          56              61.6          87              95.7
Body copy                                                                              Bore voloreet, quis er ad te eugiam nibh exerit atie tem nulputatisl ipit ea feum
                                                                                       iure tat nonsed doloreet ut il eum in eu facipit	wisi.	Em	vendrerit	la	feugiam,	           26              28.6          57              62.7          88              96.8
Point-size guideline                                                                   quat, consed dolorer adipit wisim doloboreet ilit veriusto conse.                          27              29.7          58              63.8          89              97.9
9pt (A5 & A4 paper sizes)                                                                                                                                                         28              30.8          59              64.9          90              99
                                                                                       Nulla	facilisi.	Nunc	nisi.	Donec	suscipit	faucibus	justo.	Morbi	elit	justo,	scelerisque	
12.5pt (A3 paper size)                                                                 in,	consectetur	ut,	ornare	id,	nunc.	Fusce	suscipit,	nunc	ac	commodo	tincidunt,	           29              31.9          60              66            100             110
18pt (A2 paper size)                                                                   odio	nisi	dignissim	ligula,	ut	pulvinar	justo	velit	sit	amet	diam.	Maecenas	faucibus	
25.5pt (A1 paper size)                                                                                                                                                            30              33            61              67.1          110             121
                                                                                       nibh.	Sed	sem	nulla,	tempor	sit	amet,	cursus	consequat,	porta	id,	dolor.	Mauris
36pt (A0 paper size)                                                                   erat mauris, scelerisque et, eleifend sit amet, porttitor sit amet, eros.                  31              34.1          62              68.2          120             132
                                                                                       Praesent	molestie	justo	sit	amet	nisl.	Suspendisse	aliquam,	urna	ac	fermentum	             32              35.2          63              69.3          130             143
Leading                                                                                convallis, magna lacus vulputate.
                                                                                                                                                                                  33              36.3          64              70.4          140             154
Font size x 1.1 (or 110%)
                                                                                                                                                                                  34              37.4          65              71.5          150             165
                                                                                                                                                                                  35              38.5          66              72.6          200             220
2.4                                                                                                                                                                                                                                                                                                                   2.5
1 Logo      2 Typography    3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



Using the typeface:                                                                                                                                                                                    Using typography:
Colour                                                                                                                                                                                                    Shades of blue

                                                                                                                                                                                                        Texts can be written using the
                                                                                                      Bore voloreet, quis er ad te eugiam nibh exerit atie tem. 100% black
Body copy                                                                                             Bore voloreet, quis er ad te eugiam nibh exerit atie tem. 80% black                               Shades of Blue.
Text colour on white background can be
black or 80% black




                                                                                                                                                                                                        • Shades of Blue texts should never
                                                                                                                                                                                                          be used on a coloured background.
                                                                                                                                                                                                        • The facing page should remain white,
Headlines & sub-headlines
For headlines and sub-headlines on a
                                                                                                      Bore              ad         voloreet                                     Beko is stepping
                                                                                                                                                                                                          or predominantly white.
                                                                                                                                                                                                        • For A4 applications, font size can be
                                                                                                                                                                                                          used up to 50 pt (with leading 110%
                                                                                                      Bore              ad         voloreet
white background any blue from the 1st
to the 5th shades can be used.                                                                                                                                                                            of the font size).

                                                                                                                                                                                into the future
                                                                                                                                                                                                        • Depending on the amount of text,
                                                                                                                                                                                                          make every two lines a different

      	 Beko’s colour range is introduced in                                                          Bore              ad         voloreet                                                               shade of blue.
                                                                                                                                                                                                        • Always use shades in sequence,
       Colours, chapter 3, page 2.
                                                                                                      Bore              ad         voloreet                                     with a bright new         going from the 1st blue at the top,
                                                                                                                                                                                                          to the 5th blue at the bottom.
                                                                                                                                                                                                        • Using all 5 shades is not required, but


                                                                                                                                                                                visual language.
                                                                                                                                                                                                          at least 4 Shades of Blue need to be
                                                                                                      Bore              ad         voloreet                                                               used to be effective.




Text on coloured background
                                                                                                                                                                                It’s a language that
For body copy, headlines and sub-
headlines on coloured background
follow the guide below.
                                                                                                                                                                                connects Beko’s
White text for backgrounds in:
• 1st blue
                                                                                                 Bore voloreet, quis er ad te eugiam nibh exerit atie tem nulputatisl ipit ea
                                                                                                 feum iure tat nonsed doloreet ut.
                                                                                                                                                                                extensive range
                                                                                                                                                                                of products to the
• 2nd blue
• 3rd blue
                                                                                                 Bore voloreet, quis er ad te eugiam nibh exerit atie tem nulputatisl ipit ea
                                                                                                 feum iure tat nonsed doloreet ut.


                                                                                                 Bore voloreet, quis er ad te eugiam nibh exerit atie tem nulputatisl ipit ea
                                                                                                 feum iure tat nonsed doloreet ut.
                                                                                                                                                                                familiar aspects of
                                                                                                                                                                                domestic comfort.
1st blue text for backgrounds in:                                                                Bore voloreet, quis er ad te eugiam nibh exerit atie tem nulputatisl ipit ea
• 4th blue                                                                                       feum iure tat nonsed doloreet ut.
• 5th blue
• 6th blue
                                                                                                 Bore voloreet, quis er ad te eugiam nibh exerit atie tem nulputatisl ipit ea
                                                                                                 feum iure tat nonsed doloreet ut.


                                                                                                 Bore voloreet, quis er ad te eugiam nibh exerit atie tem nulputatisl ipit ea
                                                                                                 feum iure tat nonsed doloreet ut.
2.6                                                                                                                                                                                                                                             2.7
1 Logo   2 Typography    3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



Typography:                                                                                                                                                                                     Typography:
Solutions for emphasizing price                                                                                                                                                                     DON'Ts

Below are solutions for communicating Beko's prices in the most
effective way.                                                                                                                                              Bore voloreet, quis er    Dax Wide Regular
                                                                                                                                                                                      Don’t use Dax Wide Regular unless it’s

Tracking for price communication is always set at -40.
                                                                                                                                                            ad te eugiam nibh.        for newspaper or television applications.




Price communication in                                                                                                                                      Bore voloreet, quis er    Dax Wide Medium
Shades of Blue
                                                                                                                                                        €                             Don’t use Dax Wide Medium for an
Prices in Shades of Blue can be used as
a design element (the currency can stay                                                                                                                     ad te eugiam nibh.        entire body of text.
small).

For Shades of Blue prices Dax Wide
Bold is used, with tracking set to -40.


                                                                                                                                                            Bore voloreet, quis er    Dax Wide Bold
                                                                                                                                                                                      Don’t use Dax Wide Bold or any heavier
                                                                                                                                                   €
                                                                                                                                                            ad te eugiam nibh.        versions, such as Dax Wide Extra Bold or
                                                                                                                                                                                      Dax Wide Black.



Price communication within headlines                                 Bore voloreet erat                Boge voloreet erat
In headlines only, the price can be
increased in point size as long as it still                          299€ exerit.                      299€ exerit.                                         BORE	vOLOREET,	quIS	ER	   Caps
                                                                                                                                                                                      Don’t use all CAPS for an entire
fits neatly in the clear space between
the lines when the leading is 110%.                                                                    Note: If increasing the price size leads to
                                                                                                       characters touching, then a different solution
                                                                                                                                                            aD	TE	EuGIaM	NIBh.        body of text as this will weaken the
                                                                                                                                                                                      recognizability of the brand and reduce
                                                                                                       needs to be found.                                                             legibility.
Price communication within a headline
text is used in Dax Wide Medium, with
tracking set to -40.



Price communication using layout                                     Boge voloreet                                                                          Bore voloreet!! quis er   Exclamation marks
The price can be put on a separate line
                                                                     quis a erat exerit                                                                     ad te eugiam nibh!
                                                                                                                                                                                      Don’t use exclamation marks. Instead




                                                                                     49
or outside of the text block if the text                                                                                                                                              use confident typography.
can stay neatly laid out.
                                                                     Erat exerit              €
                                                                                              Nonsed


                                                                                                                                                            Bore beko, quis er ad.    The Beko name
Troubleshooting                                                      Boge voloreet erat                Boge voloreet                                                                  Don’t write Beko brand name entirely
                                                                                                                                                            Bore BEKO, quis er ad.
                                                                                                       erat 299€ exerit.
                                                                                                                                                                                      in lower case (beko) or entirely in upper
Use Dax Wide Medium, with no size
increase, to avoid characters touching.
OR
                                                                     299€ exerit.                                                                           Bore Beko, quis er ad.
                                                                                                                                                                                      case (BEKO). Always write brand name
                                                                                                                                                                                      in Title Case (Beko).
Change the layout of the text to avoid
characters touching.

2.8                                                                                                                                                                                                                          2.9
1 Logo   2 Typography   3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



Typography:
Internal communication

Because Dax Wide is not a system font and will not be available on                           Dear Customer,
all computers, Verdana has been chosen as the standard font for all                                                                                                  Email
                                                                                             Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque        Set email preferences to use Verdana
“non-design” applications.                                                                                                                                           with a text colour of 90% black.
                                                                                             ante. Quisque arcu risus, tristique tempor, feugiat in, blandit quis,
                                                                                             lorem. Duis mattis. Nam neque odio, pharetra ac, sollicitudin nec,
Non-design applications include all internal communication material,                         convallis id, libero.
email correspondence and all documents created in any Microsoft
Office program.




                                                                                             Employee Name (11 pt. Bold)
                                                                                             Position (10 pt. Regular)                                               Email signature
                                                                                                                                                                     Set email preferences to use Verdana
                                                                                             Address Line 1 (10 pt. Regular)                                         with a text colour of 90% black.
                                                                         Verdana Regular
Typeface                                                                                     Address Line 2



                                                                         ABCDEFGHIJKLMN
The typeface for all of Beko’s “non-                                                         Address Line 3
designed” material and web design is                                                         Address Line 4
Verdana Regular.                                                                             T +00 123 445 6789 (10 pt Bold /10 pt. Regular)
                                                                                             F +00 123 445 6789



                                                                         OPQRSTUVWXYZ        www.beko.com (10 pt. Regular, 1st blue)




                                                                         abcdefghijklmn
                                                                         opqrstuvwxyz
                                                                                                                                                                     Microsoft applications
                                                                                                                                                                     Preferences should be set to use
                                                                                                                                                                     Verdana with a text colour of 90% black
                                                                                                                                                                     for all Microsoft Office applications.



                                                                         0123456789
                                                                                                                                                                     This includes all material produced
                                                                                                                                                                     for internal communication or non-
                                                                                                                                                                     advertising correspondence, such as
                                                                                                                                                                     PowerPoint presentations, Excel files,



                                                                         =/*-+!?,;:
                                                                                                                                                                     Word documents, faxes and letterhead.

                                                                                                                                                                     Note: For communications sent to Beko
                                                                                                                                                                     customers Dax Wide Light is used.




2.10                                                                                                                                                                                                        2.11
Colours


      3.1
1 Logo   2 Typography   3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



Colour reference codes
                                                                                                                                        Whenever possible Beko
                                                                                                                                        materials should be printed in
                                                                                                                                        CMYK for truest brand colour
                                                                                                                                        matching.

                                                                                                                                        Shades are treated as solid
                                                                                                                                        colours, not as partly transparent
                                                                                                                                        versions of the darkest shade.




                                                                                                        Pantone   CMYK                  RGB

The darkest shade is Beko Blue 287C,
Beko’s logo colour. This blue is also
                                                                                    1st      1st blue   287 C     C	100 M	70 Y 0 K	10   R 36 G	74 B 143
referred to as the 1st blue. The lightest
is referred to as the 6th blue.                                                     blue

                                                                                    2nd      2nd blue   2935 C    C	100 M	45 Y 0 K	0    R 0 G	110 B 180
                                                                                    blue

                                                                                    3rd      3rd blue   2925 C    C	85 M	25 Y 0 K	0     R 61 G	142 B 206
                                                                                    blue

                                                                                    4th      4th blue   2915 C    C	60 M	5 Y 0 K	0      R 130 G	189 B 234
                                                                                    blue

                                                                                    5th      5th blue   291 C     C	35 M	0 Y 0 K	0      R 188 G	221 B 247

                                                                                    blue

                                                                                    6th      6th blue   290 C     C	15 M	0 Y 0 K	0      R 227 G	240 B 252

                                                                                    blue
3.2                                                                                                                                                                      3.3
1 Logo   2 Typography   3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



Information Icons                                                                                                                                                                                                 Information Icons:
                                                                                                                                                                                                                    Technical details
                                                                                                                                                   20 mm                          40 mm

Four information icons have been created to highlight special
                                                                                                                                                                                                                   Size
features, technologies and prices.                                                                                                                                                                                 For A4 catalogue and brochure
                                                                                                                                                                                                                   applications where icons are repeated
                                                                                                                                                                                                                   across many pages, use information
                                                                                                                                                                                                                   icons in two sizes: 20 mm & 40 mm
                                                                                                                                                                                                                   diameter.

                                                                                                                           er                                                                                      For POS and other applications that use
                                                                                                                    Hold                                                                                           a single icon the information icon should
                                                                                                               t le                                                                                                be used according to the design and




                                                                                                          ot
                                                                                                                                                                                                                   paper size.




                                                                                                    Baby B
Beko special
This icon is used to call attention to
products that feature special designs
or functions that are unique to Beko
products, such as Kids Drawer, Space
Saver or Pet Hair Remover.



                                                                                                                                       Hot Price           C 10 M 100 Y 65         K 20   R 155   G 20    B 56
                                                                                                                                                                                                                   Colour
                                                                                                                                                                                                                   Pantone references are not



                                                                                                           299
                                                                                                                                                           C0     M 100 Y 75       K 10   R 179   G5      B 49
                                                                                                                                                                                                                   used as these colours are more
Hot Price
This icon is used to indicate exceptionally                                                  299                                                           C0

                                                                                                                                                           C0
                                                                                                                                                                  M 90

                                                                                                                                                                  M 75
                                                                                                                                                                          Y 90

                                                                                                                                                                          Y 100 K 0
                                                                                                                                                                                   K0     R 198

                                                                                                                                                                                          R 205
                                                                                                                                                                                                  G 52

                                                                                                                                                                                                  G 90
                                                                                                                                                                                                          B 38

                                                                                                                                                                                                          B 25
                                                                                                                                                                                                                   accurately produced in CMYK.

low prices.                                                                                  Euro                                                                                                                  These colours are only ever used
                                                                                                                                Euro                       C0     M 55    Y 100 K 0       R 217   G 134 B 24       as the 4 icons on the facing page
The price is indicated in Dax Wide Bold                                                                                                                                                                            and should not be used in forms
with the tracking set at -40.                                                                                                                              C0     M 40    Y 90     K0     R 227   G 166 B 52       other than the information icons.



                                                                                                                                       Eco-Friendly        C 100 M 0      Y 100    K 40   R 26    G 106   B 51

                                                                                                                                                           C 80    M0     Y 100    K 30   R 74    G 129   B 52

Eco-Friendly                                                                                                                                               C 70    M0     Y 100    K 10   R 109   G 161   B 59
This icon is used to introduce an                                                                                                                          C 55    M0     Y 100    K0     R 151   G 187   B 56
environmentally friendly idea or feature.
                                                                                                                                                           C 35    M0     Y 100    K0     R 192   G 206   B 45

                                                                                                                                                           C 20    M0     Y 90     K0     R 220   G 220   B 63




                                                                                                                                       New Technology      C 85    M 100 Y 20 K 10        R 73    G 44    B 112

                                                                                                                                                           C 80    M 100 Y 0        K0    R 81    G 39    B 127

New Technology                                                                                                                                             C 70    M 95     Y0      K0    R 97    G 47    B 131
This icon is used to introduce a                                                                                                                           C 45    M 80     Y0      K0    R 139   G 76    B 147
technological innovation or feature that
is new to the brand.                                                                                                                                       C 25    M 60     Y0      K0    R 178   G 124   B 176

                                                                                                                                                           C 10    M 40     Y0      K0    R 212   G 173   B 207
3.4                                                                                                                                                                                                                                                        3.5
1 Logo   2 Typography   3 Colours    4 Shades of Blue Stripes - Home Icons - Beko Signature



How & when to use Information Icons:                                                                                                                                       How & when to use Information Icons:
Beko Special                                                                                                                                                                                          Hot Price


Beko special features
The special feature which is being
highlighted is written on a path around




                                                                                  X
the icon. The icon can be reflected
(left / right / upwards / downwards) if
necessary but text remains on the left.                                                                                                                                                        POS, posters & window stickers
                                                                                                                                          Fusce	                          Praesent             Use this icon to indicate special price
                                                                                                                                                                                               promotions.
Text size & placement
On a 40mm icon, 13 point text is typed                                                                                                    leo,                            varius
                                                                                                                                                                          scelerisque          Icon size is variable depending on
on a 43mm circlular path. Other sized
icons are scaled accordingly.                                                                                                             class      Euro                 mauris.	Fusce	
                                                                                                                                                                          leo.	Class	
                                                                                                                                                                                               design.

So that text placement remains                                                                                                            aptent.                         aptent taciti
consistent, use center alignment                                                                                                                                          sociosqu
where the middle of the text (X) is
perpendicular to the Shades of Blue
stripes.                                                                                                                                                    Euro




POS, posters & window stickers                                                                Praesent
Use this icon to indicate special features                                                    varius,
that are unique to Beko products.                                                             mauris.
                                                                                              Lorem ipsum dolor sit amet, consectetur
                                                                                              adipiscing elit. Praesent varius

Icon size is variable depending on                                                            scelerisque mauris. Fusce leo. Class
                                                                                              aptent taciti sociosqu ad litora torquent
                                                                                              per conubia nostra, per inceptos


design.
                                                                                              himenaeos.




                                                                                                                                                                                               Inserts & advertising brochures
                                                                                                                                                                                               Use this icon in brochures to indicate
                                                                                                                                                                                               special price promotions.
Inserts & advertising brochures
Use this icon to indicate special features                                                                                                                                                     In A4 formats only 20 mm & 40 mm
which are unique to Beko products.                                                                                                                                                             icons should be used.

In A4 formats only 20 mm & 40 mm
icons should be used.
                                                                                                                                              Euro


                                                                                                                      er                                           Euro
                                                                                                                    aw
                                                                                                                  Dr
                                                                                                            ng
                                                                                                          Cooli




3.6                                                                                                                                                                                                                                      3.7
1 Logo   2 Typography   3 Colours    4 Shades of Blue Stripes - Home Icons - Beko Signature



How & when to use Information Icons:                                                                                                                                                                                                                                                                                                                                                                                                      How & when to use Information Icons:
Eco-Friendly                                                                                                                                                                                                                                                                                                                                                                                                                                                  New Technology




                                                              Beko Televisions                                                                                                                                                                                  Technology

Catalogue                                                                                                                                                                                                                                                                                                                                                                                                                                                     Catalogue
Use this icon to introduce an                                                                                                                                                                                                                                                                                                                                                                                                                                 Use this icon to introduce a technological
                                                                                 Environmental                                                                                                                                                                                                                                                                                                                                                                innovation or feature that is new to the
                                                                                                                                                                                                         Increased Energy Efficiency


environmentally friendly idea or feature.
                                                                                                                                                                                                         Energy efficiency is considered one of the key elements of a
                                                                                                                                                                                                         Beko product. We have achieved great success in decreasing
                                                                                                                                                                                                         power consumption of our televisions both in standby and in


                                                                                                                                                                                                                                                                                                                                                                                                                                                              brand.
                                                                                                                                                                                                         operation modes. Beko televisions achieve as low as 0.08W



                                                                                 Vision of Beko
                                                                                                                                                                                                         standby power. We reduce our LCDs’ power consumption by
                                                                                                                                                                                                         using eco-panels on selected screen sizes that consume on
                                                                                                                                                                                                         average 46% less power*. 22”, 26”, and 32” Beko LCDs proudly



Continue using the icon throughout the
                                                                                                                                                                                                         carry an A-Energy rating label. Beko also makes it possible for
                                                                                                               Freestanding Refrigerators
                                                                                                                                                                                                         you to save power by reducing the brightness via the TV’s
                                                                                                                                                                                                         menu.                                                                                                 Washing Machines / 8kg & 7kg

catalogue to point out the products that                                                                                                                                                                                                                                                                                                                                                                                                                      Continue using the icon throughout the
                                                                                                                                                                                                         Beko aims to reduce energy consumption of its televisions by
                                                                                                                                                                                                         35% prior to 2010 in comparison to 2002 levels.
                                                                                                                                                                                                                                                                                                                 WMD 77166
                                                                                 Beko is highly committed to reducing                              Eco-Design                                            *The reduction in power consumption has been calculated on
                                                                                                                                                                                                                                                                                                                 Full electronic washing machine

have the special feature.                                                                                                                                                                                                                                                                                                                                                                                                                                     catalogue to point out the products that
                                                                                                                                                                                                         average of reduction achieved in 15”, 16” widescreen, 26” and
                                                                                                                                                                                                         32” models.                                                                                             7kg load capacity
                                                                                 the impact of its products and                                    For Beko, a product’s                                 Reduced Material Use                                                                                    LCD Display

                                                                                 production processes to environment.                              impact on the
                                                                                                                                                                                                                                                                                                                                                                                                                                                              have the special feature.
                                                                                                                                                                                                         Beko constantly strives to decrease a product’s weight and the                                          54 cm depth
                                                                                                                                                                                                                                                                                                                 1600 rpm spin speed
                                                                                                                                                                                                         use of assembly and packaging materials that leads to more
                                                                                 Here, Eco-thinking starts by designing                            environment is just as                                efficient use of resources. Since 2007, Beko has decreased the
                                                                                                                                                                                                         average weight of its televisions by 37%, that is on average 6.3


In A4 formats only 20 mm & 40 mm                                                 the product to be the most energy                                 important as the overall                              kg per product.

                                                                                                                                                                                                         Furthermore, the sizes of the packing box and the user
                                                                                 efficient and most recyclable. These                               performance of the                                    manuals are minimized in an effort to reduce our impact on the


icons should be used.                                                                                                                                                                                                                                                                                                                                                                                                                                         In A4 formats only 20 mm & 40 mm
                                                                                                                                                                                                         environment.
                                                                                 designs are then converted to products                            product or its exterior                               Transportation is also an important aspect of eco-design
                                                                                 according to production processes that                            appearance.                                           because of its impact on carbon emissions. Beko has achieved


                                                                                                                                                                                                                                                                                                                                                                                                                                                              icons should be used.
                                                                                                                                                                                                         more than 100% increase in transportation quantity since 2007.
                                                                                 support our determination to reduce                                                                                     Increased Recyclability Rates
                                                                                                                                                                                                         Beko aims to increase the percentage of recyclable materials
                                                                                 our carbon footprint and environmental                            The most important                                    from 80% in 2007 to 93% in 2010. Beko’s new packaging
                                                                                                                                                                                                         process, which has earned the World Star 2007 packaging
                                                                                 impact.                                                           aspects of Beko’s                                     contest, makes the package 100% recyclable.
                                                                                                                                                                                                                                                   WMD 77166 & WMD 67166
                                                                                                                                                   Eco-Design are:                                       Eco-Production                             Full electronic washing
                                                                                                                                                                                                         Beko considers protection of the environment an integral
                                                                                                                                                                                                                                                                                   machine
                                                                                                                                                                                                                                                                                                                 Product Code          Spin Speed   Performance Value   Colour
                                                                                                                                                                                                         part of its overall quality philosophy and acts accordingly. In                                         WMD 78120             1200 rpm     A+AB                White
                                                                                                                                                                                                                                                                                                                 WMD 78120 A           1200 rpm     A+AB                Antracite
                                                                                                                                                                                                         this regard, waste created during production is recycled and                                            WMD 78120 S           1200 rpm     A+AB                Silver


                                                                                                                                               1     Increased energy efficiency
                                                                                                                                                                                                         any non-recyclable waste is destroyed in accordance to all
                                                                                                                                                                                                         applicable regulations. Company employees are extensively
                                                                                                                                                                                                                                                            A+ Energy Efficiency
                                                                                                                                                                                                         educated on environmetally friendly production procedures.
                                                                                                                                                                                                                                                                                                                 WMD 78100
                                                                                                                                                                                                                                                                                                                 WMD 78123
                                                                                                                                                                                                                                                                                                                                       1000 rpm
                                                                                                                                                                                                                                                                                                                                       1200 rpm
                                                                                                                                                                                                                                                                                                                                                    A+AC
                                                                                                                                                                                                                                                                                                                                                    A+AB
                                                                                                                                                                                                                                                                                                                                                                        White
                                                                                                                                                                                                                                                                                                                                                                        White / Chrome door




                                                                                                                                               2     Reduced material use                                From 2002, Beko achieved the following in terms of efficient (34 cm)
                                                                                                                                                                                                         use of natural resources:
                                                                                                                                                                                                                                                       Extra Large Door

                                                                                                               WMD 78120 A
                                                                                                               Full electronic washing machine 3
                                                                                                                                                                                                         1. Water reduction of 75%
                                                                                                                                                     Increased recyclability rates                       2. Electricity reduction of 65%,
                                                                                                                                                                                                         3. CO2 emission reduction of 45%.
                                                                                                                                                                                                                                                       Babycare

                                                                                                               8 kg load capacity
                                                                                                                                                                                                                                                           Super 40                                              WMD 67166
                                                                                                                                                                                                        Beko continues its efforts to achieve the following targets in                                           Full electronic washing machine
                                                                                                               LCD Display
                                                                                                               60 cm depth
                                                                                                                                                                                                        investments and in development and packaging of its products
                                                                                                                                                                                                        by 2010:                                         Delicate Cycle                                          7kg load capacity
                                                                                                               1200 rpm spin speed
                                                                                                               Silver color                                                                             • Use methods that reduce the consumption of natural
                                                                                                                                                                                                          resources and increase recycling and recovery rates,                                                   LCD Display
                                                                                                                                                                                                                                                                                                                 60 cm depth
                                                                                                                                                                                                        • Achieve the basic goal of “zero accidents” and Duvet Program
                                                                                                                                                                                                                                                          minimize                                               1200 rpm spin speed
                                                                                                                                                                                                          waste discharged into the air, ground or water,
                                                                                                                       A+ Energy Efficiency                     Additional     • Time delay up to 24 hr • Closely monitor and adhere to all relevant environmental,
                                                                                                                                                                                                                                                         Mini 39
                                                                                                                                                                Features       • Remaining time indicator healthcare and labor laws, by-laws and regulations,
                                                                                                                                                                               • Program follower
                                                                                                                       Extra Large Door (34 cm)                                                         • Encourage suppliers to act responsibly in matters related to
                                                                                                                                                                               • Economy indicator                                                       Handwash
                                                                                                                                                                                                          the environment and occupational health and safety,
                                                                                                                                                                Performance                             • Raise employees’ awareness concerning the environment and
                                                                                                                                                                               • Performance values: A+AB
                                                                                                                       Babycare                                 & Safety                                  occupational health & safety,
                                                                                                                                                                               • Water consumption: 59 liters                                            Pet Hair Removal Function
                                                                                                                                                                                                        • kWh
                                                                                                                                                                               • Energy consumption: 1,20Continually review practices and activities concerning the
                                                                                                                                                                               • Automatic Water Control System
                                                                                                                                                                                                          environment and occupational health & safety, and
                                                                                                                       Super 40                                                • Child lock               accordingly plan improvements and the launchQuick Wash function
                                                                                                                                                                                                                                                          of new
                                                                                                                                                                               • Overflow safety          activities.
                                                                                                                       Delicate Cycle
                                                                                                                                                                                                                                                           Easy Ironing function
                                                              2
                                                                                                                       Duvet Program


                                                                                                                       Mini 39


                                                                                                                       Handwash                                                                                                                    Additional          • Time delay up to 24 hr
                                                                                                                                                                                                                                                   Features            • Remaining time indicator
                                                                                                                                                                                                                                                                       • Program follower                        Product Code          Spin Speed   Performance Value   Colour

                                                                                                                       Pet Hair Removal Function                                                                                                                       • Economy indicator                       WMD 78120             1200 rpm     A+AB                White
                                                                                                                                                                                                                                                                                                                 WMD 78120 A           1200 rpm     A+AB                Antracite
                                                                                                                                                                                                                                                                                                                 WMD 78120 S           1200 rpm     A+AB                Silver
                                                                                                                                                                                                                                                   Performance         • Performance values: A+AB
                                                                                                                                                                Product Code   Spin Speed   Performance Value   Colour                                                                                           WMD 78100             1000 rpm     A+AC                White
                                                                                                                       Quick Wash function                      WMD 78120      1200 rpm     A+AB                White
                                                                                                                                                                                                                                                   & Safety            • Water consumption: 59 liters            WMD 78123             1200 rpm     A+AB                White / Chrome door
                                                                                                                                                                WMD 78120 A    1200 rpm     A+AB                Antracite                                              • Energy consumption: 1,20 kWh
                                                                                                                                                                WMD 78120 S    1200 rpm     A+AB                Silver                                                 • Automatic Water Control System
                                                                                                                       Easy Ironing function                    WMD 78100      1000 rpm     A+AC                White                                                  • Child lock
                                                                                                                                                                WMD 78123      1200 rpm     A+AB                White / Chrome door                                    • Overflow safety


                                                                                                               14                                                                                                                                                                                                                                                         15




POS, posters & window stickers                                                                                                                                                                                                                                                                                                                                                                                                                                POS, posters & window stickers
Use this icon to introduce an                                                                                                                                                                                                                                                      Eco-Design                                                                                                 Litora                                                          Use this icon to introduce a technological
environmentally friendly idea or feature.                                                                                                                                                                                                                                          Lorem ipsum dolor sit amet,                                                                                                                                                innovation or feature that is new to the
                                                                                                                                                                                                                                                                                   consectetur adipiscing elit.
                                                                                                                                                                                                                                                                                   Praesent varius scelerisque
                                                                                                                                                                                                                                                                                                                                                                                              torquent.                                                       brand.
                                                                                                                                                                                                                                                                                   mauris. Fusce leo. Class aptent                                                                            Lorem ipsum dolor sit amet, consectetur

                                                                                                                                                                                                                                                                                                                                                                                                                                                              Icon size is variable depending on
                                                                                                                                                                                                                                                                                                                                                                                              adipiscing elit. Praesent varius
Icon size is variable depending on                                                                                                                                                                                                                                                 taciti sociosqu.                                                                                           scelerisque mauris. Fusce leo. Class
                                                                                                                                                                                                                                                                                                                                                                                              aptent taciti sociosqu ad litora torquent
design.                                                                                                                                                                                                                                                                                                                                                                                       per conubia nostra, per inceptos
                                                                                                                                                                                                                                                                                                                                                                                              himenaeos.                                                      design.

                                                                                                                                                                                                                                                                                                          Litora torquent per
                                                                                                                                                                                                                                                                                                          conubia nostra, per
                                                                                                                                                                                                                                                                                                          inceptos himenaeos.
                                                                                                                                                                                                                                                                                                          1   Lorem ipsum dolor sit
                                                                                                                                                                                                                                                                                                          2   Fusce leo
                                                                                                                                                                                                                                                                                                          3   Per inceptos himenaeos




3.8                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  3.9
Shades of Blue


             4.1
1 Logo   2 Typography   3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



Shades of Blue




                                                                                             The Shades of Blue are an integral
                                                                                             part of the Beko visual identity.
                                                                                             The shades are a powerful tool for
                                                                                             developing communications that
                                                                                             are strongly branded.

                                                                                             Shades of Blue introduce a fresh,
                                                                                             bold & distinguishable tone.




                                                                                                                                  4.3
1 Logo     2 Typography   3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



Shades of Blue:
Overview
                                                                                                                                                                                                                                       Shades of Blue as Stripes
                                                                                                                                                          Litora torquent per                                                          Use Shades of Blue to boldly brand
                                                                                                                                                          conubia nostra, per                                                          applications.
                                                                                                                                                          inceptos himenaeos.

                                                                                                                                                                                                                                         	 See Shades of Blue as Stripes
                                                                                                                                                                                                                                          section, chapter 4, section 1.




Typography
Use Shades of Blue to colour large point
size text to strengthen branding and
                                                                                                      Beko is stepping                                                          Category



enliven layouts.                                                                                      into the future
                                                                                                      with a bright new                     Category




      	 See Using Typography: Shades of                                                               visual language.
       Blue, chapter 2, page 7.                                                                       It’s a language that
                                                                                                      connects Beko’s
                                                                                                      extensive range
                                                                                                                                                                                                                                       Home Icons
                                                                                                                                                                                subcategory

                                                                                                      of products to the
                                                                                                    Category
                                                                                                                                            subcategory
                                                                                                                                                                                                                                       Use Shades of Blue in the form of Home
                                                                                                      familiar aspects of                                                                                                              Icons.

                                                                                                      domestic comfort.
                                                                                                                                                                                                                                         	 See Home Icons section, chapter 4,
                                                                                                                                                                                                                                          section 2.




                                                                                                    subcategory




Information organization
Use Shades of Blue to differentiate
chapters of a multi-sectioned
application, such as a catalogue.                                                              Washers &                                                                                                                               Beko Signature
                                                                                                  Dryers                                                                                                                               When no other Shades of Blue are
                                                                                                                                                                                                                                       implemented in a layout use the Beko
                                                                                                                                                                                   For a                                               Signature to brand your application.
                                                                                                                                                                                   cleaner
                                                                                                                                                                                   world
                                                                                                                  Dishwashers
                                                                                                                                                                                   Intelligent Beko 9 kg
                                                                                                                                                                                                                                         	 See Beko Signature section,
                                                                                                                                                                                                                                          chapter 4, section 3.
                                                                                                                                                                                   washing machine.
                                                                                                                                                                                   With its A+ limited energy consumption, it cleans
                                                                                                                                                                                   your laundry. And the world.




                                                                                                                                Fridges &
                                                                                                                                 Freezers




4.4                                                                                                                                                                                                                                                                           4.5
1 Logo   2 Typography   3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



Shades of Blue:
As stripes




                                                                                             4.1.1
1 Logo   2 Typography   3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



Shades of Blue as stripes:                                                                                                                                                                                                                                                                                                Make a statement
Overview                                                                                                                                                                                                                                                                                                                  Use Shades of Blue inside text to
                                                                                                                                                                                                                                                                                                                          create bold statements or eye-catching
                                                                                                                                                                                                                                                                                                                          announcements.

                                                                                                                                                                                                                                                                                                                          This application should be used only for
                                                                                                                                                                                                                                                                                                                          short statements of 1 to 4 words.
Shades of Blue stripes are a flexible design element that are
adaptable to varied print applications.


                                                                                                                                                                                                                     Boge voloreet erat
                                                                                                                                                                                                                     299€ exerit.




Create compositions
Use Shades of Blue to create interesting
compositions and to highlight Beko                                                           Litora torquent per
products.                                                                                    conubia nostra, per                                                                                                                                                                                                          Show Beko’s presence
                                                                                                                                                                                                                                                                                                                          Use Shades of Blue to express the
                                                                                             inceptos himenaeos.                                                                                                                                                                                                          presence of Beko in applications that do
                                                                                                                                                                                                                                                                                                                          not show Beko products.




                                                                                                                                                                                                                                                               Frost-Free Combi Fridge Freezers
                                                                                                                                                                                                                                                                                                                          Enliven layouts
                                                                                                                   Freestanding Refrigerators




                                                                                                                                                                                                                                                                                                                          Use Shades of Blue to enliven static or
                                                                                                                                                                                                                                                                                                                          repetitive layouts.




                                                                                                                   GNE 35700 S                                           GNE 25840 W
                                                                                                                   Side by side Frost free fridge/freezer                Side by side Frost free fridge/freezer
                                                                                                                   With bottle rack                                      With stored water dispenser
                                                                                                                   573 lt gross volume                                   573 lt gross volume
                                                                                                                   Dimensions: 177,5x92,5x74 cm                          Dimensions: 177,5x92,5x74 cm
                                                                                                                   Silver color                                          White color




                                                                                                                                                                                                                               CHE 40000 D
                                                                                                                                                                                                                               Combi Fridge Freezer
                                                                                                                                                                                                                               With twist & serve ice tray
                                                                                                                                                                                                                               400 lt gross volume
                                                                                                                                                                                                                               Dimensions: 191x70x60 cm




                                                                                                                                                                                                                                                             Fridge         • 3 glass shelves
                                                                                                                                                                                                                                                                            • 2 full width, 4 half width door racks
                                                                                                                                                                                                                                                                            • Stored water dispenser
                                                                                                                                                                                                                                                                            • Bottle rack
                                                                                                                   Fridge             • 5 sliding safety glass shelves   Fridge             • 5 sliding safety glass shelves                                                • Auto Defrost
                                                                                                                                      • 5 full width door racks                             • 4 full width door racks
                                                                                                                                      • Snack drawer                                        • Snack drawer                                                   Freezer        • Twist & Serve Icecube Tray
                                                                                                                                      • O°C compartment                                     • O°C compartment                                                ****           • 4 compartments
                                                                                                                                      • Bottle rack                                         • Stored water dispenser
                                                                                                                                      • Sliding crisper                                     • Bottle rack
                                                                                                                                                                                            • Sliding crisper
                                                                                                                   Freezer            • Water & ice dispenser
                                                                                                                   ****               • Fresh freezing compartment       Freezer            • Water & ice dispenser
                                                                                                                                      • 2 compartments                   ****               • Twist & serve ice cube tray
                                                                                                                                                                                            • 6 compartments
                                                                                                                    Product Code      Colour                                                                                                                 Product Code   Colour      Water Dispenser
                                                                                                                    GNE 35700 S       Silver                             Product Code       Colour                                                           CHE 40000 D    White       With
                                                                                                                    GNE 35700         White                              GNE 25840 W        White                                                            CHE 40000      White       Without
                                                                                                                    GNE 35700 PX      Iridium Inox                       GNE 25840 S        Silver                                                           CHE 40000 DS   Silver      With



                                                                                                                   6                                                                                                                                                                                                  7




4.1.2                                                                                                                                                                                                                                                                                                                                                          4.1.3
1 Logo   2 Typography   3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



Shades of Blue:                                                                              Shades of Blue as stripes:
As stripes                                                                                      Creating compositions




Order of the shades                                                                                   Creating dynamic stripes
Create Shades of Blue by using all six                                                                Use Shades of Blue on white surfaces to
shades from the darkest to the lightest...                                                            create bold compositions with a strong
                                                                                                      sense of direction.




...or from the lightest to the darkest.




4.1.4                                                                                                                                    4.1.5
1 Logo   2 Typography    3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



Shades of Blue as stripes:                                                                                                         Shades of Blue as stripes:
Creating alternative compositions                                                                                                         Frequency of use

                                                                                                                                            Shades of blue are strong and
                                                                                                                                            fresh when shown on a white
                                                                                                                                            surface.


Perspective in stripes                                                                                                                      The ratio of Shades of Blue to white
                                                                                                                                            should be about 50/50.
Shades of Blue stripes with perspective
can be created in order to give extra
dynamism to layouts.

Single or double perspectives can be
used.




                                                                                                                                            In printed materials, don’t fill an entire
                                                                                                                                            page or a full 2-page spread with
                                                                                                                                            Shades of Blue.




When using perspective all stripes
should be reduced proportionately. Don’t
distort individual stripes.

Perspective should never be so extreme
that they end or meet in a point.                                                                                                           To avoid over-usage in multi-page
                                                                                                                                            applications, such as catalogues, use
                                                                                                                                            Shades of Blue stripes on approximately
                                                                                                                                            1 in every 3 spreads.




                                                                                                            €                               Choose the Shades of Blue application
                                                                                                                     Category               that best conveys your point clearly and
                                                                                                                                            creatively.

                                                                                                                                            Don't mix different patterns of Shades
                                                                                                                                            of Blue stripes.

                                                                                                                                            Don't mix Shades of Blue with home
                                                                                                                     subcategory
                                                                                              Category




                                                                                                                                            icons
                                                                                                                €.
                                                                                                                                              	 See Home Icons section, chapter 4,
                                                                                                                                                section 2.
                                                                                              subcategory




4.1.6                                                                                                                                                                                4.1.7
1 Logo   2 Typography   3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



Shades of Blue as stripes:                                                                   Don’t use any blues other than the
                                                                                             specified six shades.
DON’Ts

                                                                                             Don’t introduce other colours into the
                                                                                             Shades of Blue stripe.




                                                                                             Don't create new colour spectrums.




Don’t use shades in any order other
than from the lightest to the darkest or
the darkest to the lightest.

                                                                                             Don’t use overly thin stripes. The six
                                                                                             shades should be clearly seen as six
                                                                                             separate colours.




                                                                                             Don’t make overly complicated
                                                                                             decorative compositions.

                                                                                               	 For examples of simple dynamic
Don’t use individual stripes in variable                                                         compositions, see Using Shades
heights. All shades have the same                                                                of Blue: Creating Compositions,
height.                                                                                          chapter 4, section 1, page 5.




                                                                                             Don't distort individual stripes when
                                                                                             creating compositions.




Don’t reduce the number of shades or                                                         Don’t make compositions with
multiply them. Always use six shades.                                                        additional three-dimensionality. Shades
                                                                                             of Blue work the best when used “flat.”

                                                                                             Animated versions of the stripe can be
                                                                                             exceptions to this rule.



4.1.8                                                                                                                                 4.1.9
1 Logo   2 Typography   3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



Shades of Blue:
as Home Icons

Beko celebrates the everyday joys of domestic life. Fresh toast.
Clean sheets. A home cooked meal. Beko makes it all possible
with intelligent solutions. Home Icons are the visualization of that
celebration.

Home Icons are secondary supportive design elements that can
be used to emphasize messages or indicate product categories.
Home Icons should always sit with a Beko product and are never
used alone in place of a product.




                                                                                             4.2.1
1 Logo   2 Typography   3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



Product category icons:
Washers & dryers

A range of icons have been created for each Beko product category.
To avoid confusing communication and random use of icons, always
use the icon of the category in question.
                                                                                             Secondary category icon




Main category icon




                                                                                             Supporting category icons




4.2.2                                                                                                                    4.2.3
1 Logo   2 Typography   3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



Product category icons:
Cookers, hobs, ovens & hoods



                                                                                             Secondary category icon




Main category icon




                                                                                             Supporting category icons




4.2.4                                                                                                                    4.2.5
1 Logo   2 Typography   3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



Product category icons:
Fridges & freezers



                                                                                             Secondary category icon




Main category icon




                                                                                             Supporting category icons




4.2.6                                                                                                                    4.2.7
1 Logo   2 Typography   3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



Product category icons:
Dishwashers



                                                                                             Secondary category icon




Main category icon




                                                                                             Supporting category icons




4.2.8                                                                                                                    4.2.9
1 Logo   2 Typography   3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



Product category icons:
Small Home Appliances




Category icons
As small home appliances category
contains a large variety of products,
there are no determined main and
secondary category icons.

Use any appropriate icon from this
selection when talking about small
home appliances.




4.2.10                                                                                       4.2.11
1 Logo   2 Typography   3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



How to use Shades of Blue
as Home Icons
                                                                                                                                                                                Cooker                                                                                          Cooker             Category
                                                                                                                                                                                                                                                                                                                                                                              Integrate the icons
                                                                                                                                                                                                                                                                                                                                                                              Don't let the icons float on the page;
When using Home Icons, follow the guidelines listed below.                                                                                                        Category
                                                                                                                                                                                                                                                                                                                                                                              icons shouldn't be considered a
                                                                                                                                                                                                                                                                                                                                                                              decorative element to fill empty space.
If an appropriate use for icons cannot be found, use Shades of Blue
                                                                                                                                                                                                                                                                                                                                                                              Always make sure they are part of the
                                                                                                                                                                                                                                                                                                   subcategory




as Shades of Blue stripes or the Beko Signature..                                                                                                                                                                                                                                                                      Isi ero corem nonsectetum at acinim nulputpatis
                                                                                                                                                                                                                                                                                                                       essi. Na corperaese delessent in ut iuscilit, vendre
                                                                                                                                                                                                                                                                                                                       modit luptatummy niam vel ullaore rciliquipsum         layout in a confident way.
                                                                                                                                                                                                                                                                                                                       do corem do dionull andiam et, commolore


                                                                                                                                                                                                        Isi ero corem nonsectetum at acinim nulputpatis
                                                                                                                                                                                                        essi. Na corperaese delessent in ut iuscilit, vendre
                                                                                                                                                                                                        modit luptatummy niam vel ullaore rciliquipsum
                                                                                                                                                                  subcategory                           do corem do dionull andiam et, commolore




Use icons on white background                                                                                                                                                                                                                                                                                                                                                 Relate the icon to the product
Always use the Home Icons on a whiteCategory                                            Category                                                                                                                                                                                                                                                                              Use icons that are related to the product
background.                                                                                                                                                                                                                                                                                                                                                                   shot or the topic of the communication.
                                                                                                                    Category
                                                                                                                                                    Category




Never use the home icons alone. Always
use them as supportive elements next
to product visuals.


                                                                                                                    subcategory
                                                                                                                                                    subcategory




                                         subcategory                                    subcategory

                                                                                                                                  Washers/dryers




Use big confident icons                                                                                                                                                                                                                                                                                                                                                       Icon hero
Use Home Icons confidently. Don't use                                                                                                                                                                                                                                                                                                                                         Use the main corresponding icon for the
                                                                       Category

                                                                                                                                  Ovens/cookers


striped icons small in size. Don't use                                                                                                                                                                                                                                                                                                                                        product that is being promoted.
icons simply as a decorative motif.
                                                                                                                                  Fridges/freezer                                                                                                                                                                                                                             For example, if the text reads "Buy a
                                                                                                                                                                                                                                                                                                                                                                              fridge or a washing machine and get
                                                                                                                                                                                                                                                                                                                                                                              a DISHWASHER for free", then use icon
                                                                       subcategory                                                Dishwashers                                                                                                                                                                                                                                 for dishwashers because that is the
                                                                                                                                                                                                                                                                                                                                                                              promotional item.

                                                                                                                                                                                 �����                                                  �����
                                                                                                                                                                                                                                                                                �����
                                                                                                                                                                                        *                                                                                                     *




                                                                                                                                                                                                                                                                                       *




Use the icons as background                                                                                                                                                                                                                                                                                                                                                   Switch to Shades of Blue
Home Icons are always used on the                        Category                                     Category
                                                                                                                                                                                                                                                      Category   Category                                        Category
                                                                                                                                                                                                                                                                                                                                                                              If there is no 'hero' in the communication
back layer. Don't cover the product                                                                                                                                                                                                                                                                                                                                           don't try to implement all of the
visuals with the icons.                                                                                                                                                                                                                                                                                                                                                       corresponding icons. In this case, use
                                                                                                                                                                                                                                                      subcategory subcategory                                    subcategory                                                  Shades of Blue stripes instead.

                                                                                                                                                                                 �����                                                  �����
                                                                                                                                                                                                                                                                                �����
                                                                                                                                                                                        *                                                                                                     *




                                                                                                                                                                                                                                                                                       *




                                                         subcategory                                  subcategory




4.2.12                                                                                                                                                                                                                                                                                                                                                                                                             4.2.13
      1 Logo      2 Typography   3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



      How to use Shades of Blue                                                                                              How to use Shades of Blue
      as Home Icons:                                                                                                                   as Home Icons:
      DOs & DON’Ts                                                                                                                        Solid colours
                                                                                                                                       Home Icons and Shades of Blue
                                                                                                                                       can be used together in the same
                                                                                                                                       layout or environment, when the
                                                                                                                                       icons are used in single-colour.

      Always use all six Shades of Blue stripes
      in the correct order, from light or dark,
      top to bottom.

                                                                                                                                       Background patterns
                                                                                                                                       Use Home Icons in a single Shade of
                                                                                                                                       Blue as a background. Text can lay on
                                                                                                      2009                             top of the icon.


                                                                                                                                         	 Follow the same guidelines as How
                                                                                                             Isi ero corem                to Use Shades of Blue as Home
                                                                                                             nonsectetum                  Icons, chapter 4, section 2, page 12.

                                                                                                             at acinim
                                                                                                             nulputpatis.

                                                                                                      2010
      Fill the entire shape with all six Shades
      of Blue stripes from the top to the
      bottom edges.                                                                                                                    Integrating icons & Shades of Blue
                                                                                                                                       Integrate silhouetted icons with the
      When using multiple Home Icons, in a                                                                                             Shades of Blue.
      single layout or across pages of a multi-
      page application, always use icons the
      same size so that stripes are the same                                                          2009
      width and line up horizontally.




009                                                                                                   2010
                                                                                                      2011
      When filling Home Icons:

      •   DON'T   use diagonal patterns
      •   DON'T   use repeated stripe patterns                                                                                         Miniature icons
      •   DON'T   use other geometric patterns                                                                                         Home Icons can be used in miniature
      •   DON'T   use vertical stripes                                                                                                 size in single colours. Icons this size
                                                                                                                                       should always be used in groups of six
                                                                                                                                       where each icon is a separate shade of
                                                                                                                                       the six Shades of Blue.
010
      4.2.14                                                                                                                                                               4.2.15
1 Logo     2 Typography   3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



Creating new Home Icons                                                                                        When creating a new Beko Home
                                                                                                               icon, keep the following rules in
                                                                                                               mind.



New icons can be created for any topic, as long as they are
consistent with the Home Icon visual language.

Any newly created icon should be related to "home". A good rule                                                Only use items related to home. For
of thumb is to ask yourself, “Could I hold this object in two hands?                                           example, use an umbrella rather than a
                                                                                                               rain cloud to express the idea of water.
Could I possibly find it in a home?”

The facing page explains the basic rules for creating new Beko
Home Icons.



                                                                                                               The actual Beko products should never
                                                                                                               be iconized, only the daily life around
                                                                                                               them.

                                                                                                     2.
                                                                                                               Illustrate objects with no perspective
These examples were created for:                                                                               and don't include extra details (showing
                                                                                                               an object's negative space is OK, as in
1.   IFA Electric Fair                                                                                         the clothes pin icon below).
2.   Football sponsorship
3.   Cooperation for the ‘Idols’ TV show
4.   ‘Back to school’ insert brochure
                                                                                                               Icons are used to express physical
                                                                                                               objects. They shouldn't attempt to
                                                                                                               express abstract ideas such as “time” or
                                                                                                               “happiness.”




                                                                                                               Beko is about home and modern living.
                                                                                                               Therefore, items should be connected to
                                                                                                          3.   home and daily life.

                                                                                           1.




                                                                                                               Icons need to be simple in form
                                                                                                               - although they shouldn't be overly
                                                                                                               iconographic symbols. The icon on
                                                                                                               the left, for example, is universally
                                                                                                               recognized as the symbol for 'men's
                                                                                                               restroom' and therefore would have a
                                                                                                               confused meaning as a Beko icon.

                                                                                                4.

4.2.16                                                                                                                                             4.2.17
1 Logo   2 Typography   3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



Shades of Blue:
The Beko Signature

To be able to implement the Shades of Blue in instances where
there is otherwise no Beko branding, the Beko Signature was
created.




                                                                                             4.3.1
1 Logo   2 Typography   3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



Shades of Blue:
The Beko Signature




                                                                                                         The Beko Signature is built using the six
                                                                                             a           Shades of Blue, with the main signature
                                                                                                         being Beko Blue 287 C.

                                                                                                         Rebuilding of the signature is never
                                                                                             .5a
                                                                                                         required. To ensure proper proportions
                                                                                                   30°   when applying the Beko Signature,
                                                                                             .5a         please use the existing file:
                                                                                                         BEKO_SIGNATURE.ai


                                                                                                           	 Working files of all Beko branding
                                                                                                             elements can be downloaded at:
                                                                                                             www.beko.com/TR/EN/bekoglobalen.htm
The Signature                                                                                                User name: bekoglobal
The Beko Signature is used on all                                                                            Password: Kv18Q+yr
applications where there is no presence
of the Shades of Blue branding.




                                                                                                         Safety Area
                                                                                                         The safety area above and to the sides
                                                                                                         of the logo equals the width O in Beko,
                                                                                                         the space below the signature equals
                                                                                                         the height of the signature.

                                                                                                         To ensure visibility in all applications, the
                                                                                                         logo must be surrounded by the safety
                                                                                                         area. No text, photographs or other
                                                                                                         elements can appear within the safety
                                                                                                         area.




4.3.2                                                                                                                                             4.3.3
1 Logo   2 Typography   3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



How and where to place                                                                                                          Vertical applications
                                                                                                                                For vertical / portrait applications the

the Beko Signature                                                                                                              size of the logo equals 1/5 of the width
                                                                                                                                of the page.

                                                                                                                                The distance between the logo and the
                                                                                                                                right edge of the page is equal to the
                                                                                                                                width of O in Beko.

The Beko Signature is always placed in the bottom of the page.                                                                  Once the logo is correctly proportioned
                                                                                                                                to the page, scale the signature
                                                                                                                                according to the logo size.

                                                                                                                                The distance between the signature and
                                                                                             1/7 x              x               the bottom edge of the page is equal to
                                                                                                                                the height of O in Beko.

                                                                                                                                The distance between the end of the
Begin with the stand-alone logo                                                                                                 signature and the left edge of the page
So that the Beko logo is always the                               a                                                             is equal the width of O in Beko.
same size when used with and without
the signature, the logo is first scaled                                                                                         Beko’s website address can be written in
proportionate to the paper size and then                                                                                        the Beko Signature. Use Dax Wide Light
the signature is scaled proportionate to                          .5a                                                           at a distance of two Ws from the left
                                                                                                                    1/3.5 x
the logo size.                                                                                                                  edge of the signature.
                                                                  .5a
                                                                                                                        1/5 x   Outdoor usage
                                                                                                                                For outdoor usage the logo can be
                                                                                                                                increased up to 1/3.5 of the width of
                                                                                                                                the page to ensure legibility from a
                                                                                                                                distance.




Horizontal applications
For horizontal / landscape applications                                                                                         Exceptions
the size of the logo equals 1/7 of the
width of the page.                                                                                                              Legal text
                                                                                                                                Only legal text can be placed below the
The distance between the logo and the                                                                                           signature. The free space between the
right edge of the page is equal to the                                                                                          signature and text block is equal to the
width of O in Beko.                                                                                                             height of the signature.

Once the logo is correctly proportioned
to the page, scale the signature
according to the logo size.
                                                                                 x
The distance between the signature and
the bottom edge of the page is equal to                                                                         x
the height of O in Beko.

The distance between the end of the
signature and the left edge of the page                                                              1/5 x
is equal the width of O in Beko.
                                                                                                        1/7 x
Beko’s website address can be written in
the Beko Signature. Use Dax Wide Light
at a distance of two Ws from the left
edge of the signature.

Outdoor usage
For outdoor usage the logo can be
increased up to 1/5 of the width of the
page to ensure legibility from a distance.

4.3.4                                                                                                                                                                   4.3.5
1 Logo   2 Typography   3 Colours   4 Shades of Blue Stripes - Home Icons - Beko Signature



How to use Shades of Blue                                                                    How to use Shades of Blue
as the Beko Signature                                                                            as the Beko Signature
                                                                                                               DON’Ts



White background                                                                                      Background
Most of the time the Beko Signature is
used on a white background.                                                                           Don't use the Beko Signature on top of
                                                                                                      any of the six Shades of Blue.

                                                                                                      Don't use any blue other than the
                                                                                                      specified “dark background blue”.




Imagery
The signature can be used on top of
photography. On imagery the signature
is always the six Shades of Blue, only
the Beko logo colour will change.

On dark images the Beko logo is used in                                                               Beko Signature
white.
                                                                                                      Don't change any of the stripes to white
On light images the Beko logo is used in                                                              or another colour.
Beko Blue 287 C.




Dark blue backgrounds
If a layout requires a dark blue
background use only the specified shade
below.




            Pantone 289 C
            CMYK C100 M70 Y0 K70
            RGB R2 G32 B71




4.3.6                                                                                                                                     4.3.7
Beko Brand Book / 2009

				
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posted:11/24/2011
language:English
pages:45