Corporate design manual? |? Siemens-Electrogeräte GmbH? |? Design elements
The new corporate design
Comparison of old and new
Old
New
Finally a washing machine that automatically
measures and dispenses the detergent.
The new Siemens Master Class with i-Dos.
Cooking can be so simple.
The new built in ovens by Siemens.
siemens-home.com
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The future moving in.
The old corporate design was characterized by a
hori ontal layer that contained the Siemens logo,
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agline, body copy, and URL.
The background image always filled the ad, with the
headline positioned freely on top of it.
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Siemens. The future moving in.
The new corporate design offers more layout flexibility,
to suit the “storytelling” campaign concept. Like the
design elements, it is cross-media and can be adapted
to other media without any problems.
The logo and vertical layer form a closed unit – the
logo / layer form. It is always at the top left of the ad
and is used across all media.
The flexible height of the image area is typical for the
new layout. Running copy and the tagline are placed in
the white space below it. The height of the white space
depends on how much copy there is.
Also important is the “Transparent Layer” which is
prominently placed on the image area and white space.
It consists of a large, slightly translucent area (“Big
Bar”) and a small colored area (“Small Bar”). This gives
the copy impact and good legibility. The “Big Bar” contains the headline and an optional subhead. The URL is
always placed in the “Small Bar”.
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