Universal Electronics
Brand Guidelines
Brand Guidelines
Version 1.0
1.0
ABOUT OUR BRAND
The following document has been created as a reference to guide the outward communication and design of the UEI brand. It introduces our new identity and explains the guiding principles for using the elements of our brand.
The way we look, sound, and behave is a reflection of who we are. The UEI brand identity is more than a single mark—it is a rich system that works to balance technology and design with personality and approachability.
1.1
Vision
How do we see our role in the future?
Connecting the home
To create products and technologies that help everyday people easily discover and interact with the devices and services in their home.
1.2
Mission
What are our values and how do we see our purpose?
Create smarter living
To be the most knowledgeable company on the planet about the entertainment, smart devices and services that people have in their home.
To help our customers connect their products, and brands, to devices, services and consumers in the home.
1.3
Brand personality
Brand personality traits are a set of human traits assigned to a brand. They layer on top of the brand archetype to give a brand a specific and unique character. Our team developed the following traits for UEI.
FORTHRIGHT
UEI is straightforward. We aren’t afraid to share our opinions in a way that is direct and honest.
CREDIBLE
UEI has earned its place. Our history displays a pattern of success. We are proven and customers rely on us.
TALENTED
UEI possess a high degree of skill and technical expertise. We only hire the finest. When companies work with us, they know they are working with the best.
DYNAMIC
UEI is agile. We are energetic. We are responsive. We operate in a constantly changing global environment. We are always evolving.
DETERMINED
UEI is driven to succeed. Employees have an entrepreneurial spirit and aggressively embrace problem solving. We have a passion to win.
INSIGHTFUL
UEI understands the consumer. We know what consumers want and why they want it.
MODERN
UEI is on the forefront of change. From contemporary design and the latest in technology to the customer experience. We innovate. We lead.
2.0
OUR LOGO
The UEI logo consist of a visual element – the red swoosh symbolizing the highway into the future – and black italic type in a heavy and a light weight.
2.1
Use of our logo
The guidelines here serve to define and clarify usage of the UEI logo and related branding elements.
This document covers the major elements, but is not necessarily inclusive of all possible applications. Any suggested use of the UEI logo, product names, and related elements outside of these guidelines must be reviewed and approved by Universal Electronics Corporate Marketing before implementation.
Logo on white background
The basic version of the logo is in full color; the red visual combined with black typography.
This version of the logo is only to be used on a white background.
Logo on black background
For use on black backgrounds, there is a version of the logo with the red visual combined with white typography.
This version of the logo is only to be used on a black background.
Logo on colored background or image
In case the logo is being used on a colored background or on top of an image (photograph or illustration) the white logo should always be applied.
The white logo was created on the basis of the logo swoosh without the 3D sides. This means one cannot simply recolor the basic UEI logo.
Logo on white background
Logo on black background
White logo on colored background
White logo on image
2.2
Logo margins
As our logo is a key element of our identity, using it as intended is critically important. Incorrect use of the UEI logo can dilute its meaning and weaken our communications.
Minimum Clear Space
A minimum clear space must be maintained around all areas of the logo. The clear space is defined as one letter height of the typeface as described in the diagram below.
Minimum Size
Absolute minimum size for the logo is 0.75 inches (2cm). Exceptions to this requirement are informational materials such as signage, product guides, and with special permission from UEI Corporate Marketing.
Minimum Clear Space
2.3
Logo don’ts
As our logo is a key element of our identity, using it as intended is critically important. Incorrect use of the UEI logo can dilute its meaning and weaken our communications.
2.4
Logo legalities
Copyright Notice
The UEI logo is protected by international copyright law. It is important to maintain the integrity of the logo.
• Logo should only use the official colors listed in this manual.
• Scaling should be done in proportion so the logo is not distorted.
• The logo may not be modified in any way.
• Text or other art may not be added to the logo.
Registered Trademark
The UEI logo must always appear with the registered trademark symbol attached ®.
The registered trademark symbol is aligned to the end and bottom of the second line of text in the logo. The symbol should always appear in the same color as the logo text.
2.5
UEI avatar
Because the UEI logo is too detailed to use in very small sizes, we created an avatar. This avatar is perfect for use in social media. Depending on the templates of the platform we use an avatar with or without border.
3.0
USE OF COLOR
Like the colors of your favorite sports team, our brand colors help us build a strong association with our brand.
Our color system is divided into primary and secundary colors.
The primary colors are our familiar UEI Red, Black and White.
Our secundary color palette consists of a limited collection of vibrant colors that will help connect our messaging and imagery and also bring our communications to life.
3.1
Primary colors
UEI Signal Red
UEI Dark Grey
UEI Black
UEI White
3.2
Secundary colors
UEI Purple
UEI Turquoise
UEI Swoosh Red
Nevo Blue
UEI Accent
UEI Light Grey
3.3
Color shades
Every color in the UEI palette can be shaded to lighter and darker variations. These shades can be used as background colors as well as subtle elements such as buttons on a web page.
3.2
Gradients
Color gradients are sparsely used in backgrounds.
4.0 SUPERGRAPHIC
The supergraphic is a visual element that originates from the logo swoosh. It is a dynamic element that is applied in large empty spaces, both static and in animated form.
The supergraphic is created by tweening two line shapes in 5 steps, resulting in 7 lines that move and twirl into the future, similar to the logo swoosh.
5.0
Iconography
UEI pictograms and icons are visual symbols used to represent products, technologies and services. They convey information at a glance while serving as a unique expression of our brand. Materiality and functions are expressed by using a combination of rounded and sharp elements.
Pictograms are illustrative and expressive and can be applied in different scales and environments, whether digital or physical. They are built on the same grid as the rest of the icon family, so they share many of the same basic rules but allow for more visual complexity. Use pictograms sparingly but effectively. Pictograms can be applied for example on web pages, in print, in powerpoint slides and on packaging.
Icons are applied in interfaces and in space limited situations. When used wisely, icons become an smart way to guide a user through a flow. To maintain this functionality, it’s important to reduce the information load on users by employing icons sparingly and strategically.
5.1
Pictograms setup
5.2
Pictograms examples
6.0
Typography
The corporate typeface of UEI is called Fraktion Sans. The font is designed by Swiss typographer Juri Zaech and combines a technical DNA with contemporary aesthetics. Fraktion Sans is a semi-technical grotesk exploring the space between mechanical sturdiness and expressive clarity. Compact capitals and squared-off rounds with true verticals lend the typeface a steady rhythm. It comes in six weights from Light to Black.
Fraktion Sans Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Fraktion Sans Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Fraktion Sans
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
The secondary typeface is called Graphik and is designed by Christian Schwartz of Commercial Type. From its total of 144 weights we use a small selection for use in body texts.
Graphik
Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Graphik
Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Graphik
Semibold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Arial is the system font used for instance in PowerPoint, Word letters and internal reports.
Arial
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
7.0
Photography
Photography of interaction between people and UEI solutions in real life settings
The photography has an open, frontal, transparent feel. People are surrounded by UEI solutions and interact with it.
Relevant and appealing control and sensing solutions for people interacting with technology in their surroundings.
Photography of products
UEI hardware is photographed in real life surroundings with a focus on the products. Close up with a clear focus on the products.
8.0
Design examples
Below is a selection of UEI corporate design examples.
9.0
Sustainability
Contributing to a sustainability future
Being the largest remote control manufacturer on the planet, we understand the potential impact of our productson the environment. As such we commit ourselves to continuously review and improve the environmental footprint that our products, our production, and our supply chain activities leave behind.
9.1
Sustainability Iconography
UEI Sustainability pictograms and icons are visual symbols used to represent and support the sustainability story. The Sustainability iconography is built on the same grid as the rest of the UEI icon family, so they share many of the same basic rules.
9.2.1
Sustainability
Colors
The colors represent and embody the sustainable future of UEI. Containing the Brand, innovation and environment.
Green 1
Green 3
Green 2
9.2.2
Sustainability
Secundary Colors
Blue 1
Blue 2
9.2.3
Sustainability Gradients
As in the general UEI palette, color gradients are sparsely used in backgrounds.
9.3
Sustainability
Imagery
The imagery of Sustainability is a combination between environment, technology and facts & figures. It builds constructively on the visual identity of UEI, but puts it in a greener, more nature focused setting.
What the sustainable communication aims to bring across is a sensible story about:
- What we do
- How we do it
- The impact we create
Copyright 2022, Universal Electronics Inc.
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