Design guide The quick guide to Ambu’s design
Dec 27, 2015
The five basic elementsof our design
Logo Typography ColoursImages
The graphic elements – waves, swoosh and icon
Swoosh Waves background
Icon
The Ambu logo
• The logo is the single most important part of our visual identity
Main logo• Red typeface, grey icon and our
tagline 'Ideas that work for Life'
Logo versions• Logo without tagline – for small
size materials, where the tagline is not readable
• White logo – for placing on dark or coloured backgrounds
Typography
• Ambu uses Signa, a modern and clean font, on all printed material
• Headlines and subheadings are set in Signa Normal (Book)
• Copy is set in Signa Normal (Light)
• Alternative text is set in Signa (bold)
• For web, Word, PowerPoint or where Signa is not available, use Arial
The images
• Ambu has three categories of photos: product, application and lifestyle photos.
• You can find Ambu's photos in Marcom.
• In addition, you can find a selection of Ambu's photos in the ImageShopper in Ambu’s PowerPoint tool.
The secondary coloursAmbu has six secondary colours which can be used to supplement the primary colours. For instance in graphs or diagrams. Use few secondary colours to maintain an elegant and consistent look.
The graphic elements
• To create a unique Ambu feeling, we have three graphic elements:• the icon• the swoosh• and the waves
• These elements can be used alone or together to create variation and easy recognition
Icon
Swoosh
Waves background
The language
• The way we write is an important part of the Ambu brand
• Make sure you...• are clear and precise• address your reader politely• use subheadings• proofread your text
Dos and don’ts
• Do use the logo• Do use high-resolution images• Do make sure you know the five
basic elements before you start• Do ask if in doubt• Don't be stingy with the pages• Don't take the basic design
elements out of context• Don't use photos as
background for body text
The Ambu look and feel
• Go for a clean, modern look
• Use few, but large photos to create an effect
• Include some or all of our five basic elements
Learn more about Ambu’s design in the Design Manual.New design manual coming up during Q3 2014. Questions? Contact [email protected]