JVCKENWOOD Brand

Visual Identity Guidelines

April 10, 2017

©2017 JVCKENWOOD Corporation

Branding, Advertising & Publicity Department

JVCKENWOOD Corporation

For Business Partners

2

Corporate Logo

The Corporate Logo, with its simple design comprised only of

the company name in letters, is a symbol of JVCKENWOOD’s

spirit to provide solutions that transform the world of

perception.

However,

– The color of the Corporate Logo was changed, effective

October 2016. For any communications items using the

former logo, please change to the new logo as you replace

them.

– The Corporate Logo is a symbol for the solutions that

incorporate and combine various product brands of the

group, but also a symbol of those businesses that do not

involve group product brands.

– The Corporate Logo is our brand symbol: it represents

JVCKENWOOD and its entire group of companies. It should

not be used to display a company name. When displaying

a company name on business cards or envelopes, be sure

to use the proper Company Name Logo.

– When using the Corporate Logo on communication

materials that focus on product brands, or when affiliated

companies use the Corporate Logo, please refer to the

appropriate Guidelines for each case.

3

A new corporate color for the JVCKENWOOD brand was

adopted from October 2016 (see page 8).

The Corporate Logo must be displayed in the new corporate

color, or displayed in white on a solid corporate-colored

background.

However, to accommodate more freedom in design, and the

diversity of materials created, the following alternatives are

acceptable:

- Black & white (black, or limited use of gold or silver

colors)

- Reverse white-on-black (white letters)

Accordingly, the following are also acceptable:

- Gold or silver embossing/gilding (hot stamp)

- Embossing on various solid-colored materials

Use of any colors other than those stipulated herein is strictly

prohibited.

Corporate Logo Color

Corporate Color

Black & White

CMYK C 100% M 15% Y 0% K 0%

PANTONE 2194C

RGB R 0 G 144 B 220

4

Isolation Area

The isolation area prescribes a space around the Corporate

Logo in which no other design elements may be placed, in

order to maximize the visibility of the Corporate Logo and keep

it visually distinct from other elements.

However, the outside edge of signboards and banners are not

considered to be design elements, so the Corporate Logo may

be placed on the extreme edge (left, right, top or bottom) in

such applications.

Minimum Size

The minimum display size has been set to ensure both the

readability and reproducibility of the Corporate Logo. When

designing materials, be sure to use the logo at a size larger

than the minimum shown here.

In embossed applications or printouts from a PC, if the

Corporate Logo cannot be clearly read or its legibility is

degraded in any way, then please enlarge it to an appropriate

size.

Isolation Area and Minimum Size

Isolation Area

Minimum Size

NOTE: In the Design Data provided by the Branding, Advertising & Publicity

Department:

- The ai data (Illustrator format) shows the isolation area in

transparent lines.

- The PNG data includes the isolation area in the actual electronic

files. Do not add text or graphics to the space prescribed around

the Corporate Logo.

5

The two basic patterns for placement of the Corporate Logo

are: (i) displaying the Corporate Logo in the Corporate Color on

a white background; and (ii) displaying the Corporate Logo in

white letters on a corporate-colored background.

However, according to circumstances or needs, providing that

the legibility or prominence of the Corporate Logo is not

diminished, it may be placed on single-color backgrounds or on

images/photographs, with the following caveats:

1. Do not place the Corporate Logo on backgrounds that

detract from its legibility and distinctiveness.

2. For maximum visibility and consistency, the Corporate

Logo should be displayed in the corporate color or in black.

3. When determining (1) and (2) above, refer to the color

chart at right to choose the base patterns (‘positive’ type

or ‘reverse’ type), depending upon your needs.

4. When placing the Corporate Logo on a photo or image,

follow the isolation area rules and adjust the background

to fit these placement rules.

Placement on Backgrounds

Basic rules for logo and background

Placement on colored backgrounds

(Color chart) Placement on images/photographs

Positive type

When background is Corporate color tone.

When background is monochrome tone.

Reverse type

6

Examples of Incorrect Usage

The Corporate Logo must be used “as-is” using the provided Design Data.

Its shape, proportion and/or color must not be changed in any way, in

order to ensure maximum visibility, readability and consistency.

This page shows examples of incorrect usage that must be avoided.

Changin

g o

f Shape o

r Pro

port

ion

Changing proportions,

vertically or horizontally

Italicizing the text

Adding spaces in the text,

such as separating JVC

and KENWOOD

Changing the design of

some of the letters

Adding outlines or any

other ‘decoration’ Addin

g E

lem

ents

within

Isola

tion A

rea

Insuffic

ient

Legib

ility

Changing the color

of part of the logo

Adding gradations or

other adjustments

to the logo

Placing other design

elements within the

isolation area

Combining the logo

with other text

elements

Insufficient contrast

between logo and

background

Insufficient contrast

between logo and

background photo

Changin

g C

olo

rs

Displaying in non-

specified colors

7

What Are Brand Colors?

Corporate Color

Secondary Colors

Accent Colors

In JVCKENWOOD communication materials—such as corporate

profile brochures, websites, catalogs, proposal documents,

etc.—the design of each item must clearly demonstrate and

enhance “One Voice” (unity and consistency). To achieve this

goal, controlling the use of color is essential.

With this in mind, a set of Brand Colors has been created for

use in the design of any communication materials or items that

display the Corporate Logo.

Our Brand Colors are defined in the following three levels:

Corporate Color, Secondary Colors and Accent Colors.

8

Corporate Color and Secondary Colors

Deep Blue

CMYK C100% M50% Y0% K10%

PANTONE 2945C

RGB R0 G97 B171

Light Blue

CMYK C20% M0% Y0% K0%

PANTONE 544C

RGB R211 G237 B251

Innovation Blue

CMYK C100% M15% Y0% K0%

PANTONE 2194C

RGB R0 G144 B220

Corporate Color

Secondary Colors

Corporate Color

The Corporate Color (Corporate Color) expresses the core spirit

and personality of JVCKENWOOD, and therefore is the most

important color for the brand.

“Innovation Blue” symbolizes our ceaseless efforts to always

synergize what came before with what comes next.

Secondary Colors

The Secondary Colors complement the Corporate Color in

expressing the spirit and personality of JVCKENWOOD, and

they too are important colors for the brand.

“Deep Blue” conveys the sense of strength and trust garnered

through years of expertise.

“Light Blue” represents JVCKENWOOD’s exciting future.

9

Accent Colors are used when designing charts, graphs,

accented text, diagrams etc. in communication materials.

All of these colors were chosen to match well with the

Corporate Color and Secondary Colors. They also help maintain

overall brand image when multiple Accent Colors are used on

the same page or screen.

When creating materials using the Corporate Color and

Secondary Colors, select and use color(s) from these Accent

Colors as needed.

In addition to the Accent Colors, various shades of gray may

also be used as a neutral color choice.

Accent Colors

Accent

Colors

CMYK C55% M45% Y10% K0%

RGB R 131 G 135 B 182

CMYK C80% M0% Y20% K0%

RGB R 0 G 175 B 204

CMYK C80% M10% Y50% K0%

RGB R 14 G 162 B 145

CMYK C50% M10% Y75% K10%

RGB R 142 G 185 B 95

CMYK C10% M40% Y70% K0%

RGB R 229 G 168 B 87

CMYK C10% M70% Y40% K0%

RGB R 221 G 107 B 117

CMYK C0% M0% Y0% K40%

RGB R 186 G 186 B 186

10

What is the Sub-graphic?

The Sub-graphic supports and complements the Corporate

Logo. In communication materials, it functions as a visual tool

to enhance and convey the uniqueness and essence of

JVCKENWOOD.

In corporate profile brochures, corporate websites, pamphlets,

business cards and other such materials, the purpose of the

Sub-graphic is to:

- Enable customers/clients to recognize at a glance that a

given item comes from JVCKENWOOD

- Emphasize with dynamism and lightness the spirit of

JVCKENWOOD when dealing with customers/clients

Innovation Beam

From October 2016, this Sub-graphic, called the “Innovation

Beam”, will be used in conjunction with the new Corporate

Logo.

The Sub-graphic should be actively and consistently used in

materials, while following the rules stipulated within these

Guidelines.

What Is the Sub-graphic?

Innovation Beam

The “Innovation Beam” graphic element is composed of three converging rays of

light.

The Deep Blue beam conveys the sense of strength and trust garnered through years

of expertise, while the Light Blue beam represents JVCKENWOOD’s exciting future.

The third beam—Innovation Blue—is the color of the Corporate Logo; it symbolizes

our ceaseless efforts to always synergize what came before with what comes next.

Together these converging beams of light express the essence of JVCKENWOOD:

founded on a solid base that is both the bedrock of our unwavering spirit and the

springboard for new ideas that bring the future into reach—today.

11

Sub-graphic Variations

Corner

Variations

Full-page

Variations

There are two types of Sub-graphic variations.

Corner Variations

These are variations developed for placement in the corners of

a page or screen.

These variations should be used widely by employees,

including when using MS-Office or other software to create

documents.

Full-page Variations

These are variations developed to utilize the entire page or

screen. Usage of these variations will most likely be limited to

work done by designers, as well as the following two cases:

- When emphasizing and promoting the corporate brand by

utilizing the entire page or screen

- As a layout for trimming large images/photos placed in a

design.

12

Corner Variations

Top Left Corner Variation

Bottom Right Corner Variation

These are the Sub-graphic variations for placement in the top

left or bottom right corner of the page or screen. They

represent the “cornerstones” of the growth of our group’s

business.

The Corner Variations are an integrated lockup design that

reflects the best size and position of the Corporate Logo and

Sub-graphic. Therefore, only the sizing of the Design Data

provided by the Branding, Advertising & Publicity Department

may be adjusted.

The following are not permitted:

- Altering the shape or proportion, including horizontally or

vertically

- Re-creating or adjusting the design

- Displaying both the top left and bottom right variations on

the same page or screen (use only one or the other)

On main text pages of these Guidelines, the Sub-graphic is

used in the bottom right corner to display page numbers. This

is an exceptional case to avoid overusing the Corporate Logo

while still communicating the image of JVCKENWOOD on each

page. This Design Data is also provided, and may be used

where appropriate.

13

It is possible to change the form of Full-page Variations of the

Sub-graphic to suit the shape of the page or screen where it

will be used, or to suit the overall design. However, the three

rules below must be followed:

Rule 1: Use only once per page or screen

The Sub-graphic may be used only once per page or visible

area.

Rule 2: Use the correct slope/angle for the four straight lines

The four straight lines that make up the Sub-graphic are placed

at a fixed angle from horizontal. These angles must be strictly

kept, and may not be changed.

Rule 3: Follow the rules on intersect points

The three rules regarding intersect points must be carefully

followed:

a. Two intersect points must be visible, utilizing the four

straight lines that make up the Sub-graphic

b. From the center of the page or screen the intersect point

shown at the top in b must be on the left, and the bottom

intersect point must be on the right

c. Ensure three intersect points at right edge of the page or

screen

Rule 2: Slope/Angles

Rule 3: Intersect Points (Examples of Incorrect Usage)

a. Include two

intersect points

b. Top intersect point

must be on the left;

bottom intersect

point must be on

the right

c. Ensure three

intersect points

at the right of

the page

Full-page Variations

No intersect points

14

Examples of Full-page Variations

These examples show several Full-page Variations of the Sub-graphic adapted to the shape of the design, while following all basic rules

15

Adding Images to Full-page Variations

Innovation Blue

Deep Blue Light Blue

As an application of the Sub-graphic in Full-page Variations, it

is possible to incorporate images into the graphic (using it as a

trimming area for images/photos).

When adding images, follow the rules shown below:

- Images or photos may be placed only in the area normally

displayed in Innovation Blue.

- The remaining areas must use the colors stipulated in the

graphic at right.

- Adjust the trimming and color of the image or photo as

necessary to maintain the visibility and recognizability of

the Brand Colors.

16

Sub-graphic Application Examples

* Just for reference

17

Black & White Version

Corner

Variations

Full-page

Variations

Full-page

Variations

(With image)

K 55% K 15%

K 70%

The Sub-graphic should always be used and shown in color.

However, when necessary, it is acceptable to use a black &

white version of the Corner Variations and Full-page Variations

in printed materials.

When using a black & white version in designs, adopt the color

definitions stipulated at right, and follow all other rules that

apply to the color version.

18

Standard Typefaces (for Designers)

Japanese Standard Typefaces

ヒラギノ

角ゴ

Frutiger

family

Alphanumeric Standard Typefaces Typefaces and fonts are lettering styles designed for use in

computer-based printing. A typeface has enormous impact on

the visual impression made by a given piece of creative work.

Typeface is an important way to promote the spirit of

JVCKENWOOD and enhance “One Voice” unity and consistency

in look and feel.

Toward this end, a set of Standard Typefaces has been defined.

These typefaces should be used as actively as possible.

Standard Typefaces (for Designers)

For designers, the Standard Typefaces are as follows:

Alphanumeric text: Frutiger family

Japanese text: ヒラギノ角ゴ

19

Company Name Logo and Design Rules

Japanese

English

Company Name Logo

Company Name Logo

A logo in both Japanese and English has been created to

display the company name. Either may be used to identify or

attribute to the company.

- The Company Name Logo may be used to identify the

company on: product identification plates, packaging

boxes, user manuals, warrantees and other product-

related items; on business cards, envelopes and other

stationery; and on annual reports, environmental reports,

corporate profiles and other corporate materials.

- The provided Design Data must be used “as-is”. It may

not be altered in any way, including horizontal or vertical

adjustments, changes to font thickness, or vertical text

placement. Re-creating the logo in a different typeface or

font is also prohibited.

- Within a body of text, within documents in which typically

other typefaces are used (such as contracts, etc.), and in

materials which require a predetermined typeface, that

typeface should be used (not the Company Name Logo).

Company name logo of JVCKENWOOD group’s affiliated

companies shall be according to the basic policy described

above.

20

Data for Designers (ai)

JK_C_P.ai JK_M_P.ai

JK_C_N.ai JK_M_N.ai

JKSG_LC_C.ai JKSG_LC_M.ai

JKSG_RC_C.ai JKSG_RC_M.ai

JKSG_Full_C.ai JKSG_Full_M.ai

JKSG_Photo_C.ai JKSG_Photo_M.ai

JVCKENWOOD_J.ai

JVCKENWOOD_E.ai

* The ai data (except for Sub-graphic and Corporate Name Logo)

are prepared with the isolation area in transparent lines.

Corporate

Logo

Color Monochrome

Positive

Reverse

Sub-graphic

Company

Name Logo

Color Monochrome

Corner

Variation

(Top Left)

Corner

Variation

(Bottom

right)

Full-page

Variation

Full-page

Variation

(for adding

image)

Japanese

English

21

Data for MS-Office (PNG)

JK_C_P.png JK_M_P.png

JK_C_N.png JK_M_N.png

JKSG_LC_C.png JKSG_LC_M.png

JKSG_RC_C.png JKSG_RC_M.png

JKSG_Page_C.png JKSG_Page_M.png JVCKENWOOD_J.png

JVCKENWOOD_E.png

Corporate

Logo

Color Monochrome

Positive

Reverse Sub-graphic

Corporate

Name Logo

Color Monochrome

Corner

Variation

(Top left)

Corner

Variation

(Bottom

right)

For page

numbers in

Guidelines

Japanese

English

* The PNG data (except for Sub-graphic and Corporate Name Logo)

are prepared with the isolation area.