BRAND GUIDELINES

B R A N D G U I D E L I N E S V E R S I O N 1 . 2 · M AY 2 0 1 9
 – CONTENT –

3 BRAND STRAT EGY 69 ICON OGR A PHY

9 LOGOS 69 COM M U N IC T ION

21 LOGO RELATIONSHIP - IN T E R FAC E / U I

27 PRODU CTS - D IGITA L

36 PRINT 75 CO LO U R S A N D F I N I S H I N G

36 DIGITAL 75 IN GE N E R E L

- STORES - IN SPAT IA L D E S I G N

44 PA RT N ERI N G LO GO LOCK-UPS - PAPER

51 T YPOGRAPH Y 81 A RT D IR E C T ION

57 PRODU CT NAMES 105 TO N E O F VO I C E

60 GRID / SPACING CO N TAC T D E TA I L S

GREYED OUT CONTENT

IS UNDER CONSTRUCTION

B R A N D G U I D E L I N E S V E R S I O N 1 . 2 · M AY 2 0 1 9
 B R A N D S T R AT E GY

B R A N D G U I D E L I N E S V E R S I O N 1 . 2 · M AY 2 0 1 9
 – WHO WE ARE –

Founded in 1925, Bang & Olufsen has a rich heritage built around a
relentless determination to innovate beyond the imagination.

Today, every Bang & Olufsen product is still characterized

by a unique combination of beautiful sound, timeless design,
and unrivalled craftsmanship.

B R A N D G U I D E L I N E S V E R S I O N 1 . 2 · M AY 2 0 1 9
 – BRAND SHAPE –

Brand Vision
To be the most desi red
aud io b rand in th e wo r l d

Brand Purpose
Exist to Create

B r a n d Po s i t i o n i n g
Luxury L i fest y l e

Brand Pillars
D esi gn
Sound
Craft

B r a n d Au d i e n c e
Cre ative Cu rato r s

B R A N D G U I D E L I N E S V E R S I O N 1 . 2 · M AY 2 0 1 9
 – B R A N D A R T I C U L AT I O N –

Our Vision Our Purpose Our Positioning Brand Pillars Our Audience

To b e t h e m o s t d e s i re d a u d i o We ex i st to c re a te t i m e l e ss l y We fo c u s o n t h e O u r D e s i g n i s h o n e st , O u r p ro d u c t s a re m a d e fo r
b ra n d i n t h e wo r l d . d i st i n c t i ve p ro d u c t s t h a t L u x u r y L i f e st y l e s e g m e n t . i n n ova t i ve, h u m a n - ce n t r i c , P e o p l e w h o va l u e i n s p i ra t i o n
c h a l l e n g e co nve n t i o n s a n d and magical. a n d t h e p owe r o f t h e
engage imaginations. imagination.
O u r S o u n d i s n a t u ra l , a u t h e n t i c
a n d a s t h e a r t i st i n te n d e d .

We C ra f t o u r p ro d u c t s w i t h
u n r i va l l e d d e d i c a t i o n , p a ss i o n
a n d a t te n t i o n to d e t a i l .

B R A N D G U I D E L I N E S V E R S I O N 1 . 2 · M AY 2 0 1 9
 – BRAND PURPOSE –

EXIST TO CREATE
We create timelessly distinctive products that challenge conventions
and engage imaginations.

We exist to create: Freedom, Movements, Stories,

Communications and Culture.

B R A N D G U I D E L I N E S V E R S I O N 1 . 2 · M AY 2 0 1 9
 – OUR BRAND PRINCIPLES –

More than just a brand purpose, Exist to Create acts as the guide for behaviour that runs
through everything we do as a brand and business.

Everything we create, from product to communications, is an expression of creativity

that triggers the imagination.

AMPLIFY THE IMAGINATION ALWAYS BE DISTINCTIVE DEEPEN HUMAN EXPERIENCES

We only bring the unique into the world Everything we create should trigger the We work tirelessly to form experiences
and whatever we create is timelessly imagination of our audience. that enrich people’s lives.
distinctive.

B R A N D G U I D E L I N E S V E R S I O N 1 . 2 · M AY 2 0 1 9
 LOGOS

B R A N D G U I D E L I N E S V E R S I O N 1 . 2 · M AY 2 0 1 9
 – S I G N AT U R E L O G O –

The Signature Logo should be used on all communications.

The Signature Logo has a vital role in establishing brand awareness in new
markets. It has equal weighting and a clear, guided relationship with the
Attention Logo.

The two logos are not reflecting two companies, but ONE company with a
dynamic identity system geared for all touchpoints.
 – S I G N AT U R E L O G O –

DOWNLOAD The Signature Logo always remains black and/or white.

Signature Logo here.
 – AT T E N T I O N L O G O –

The Attention Logo should be used on all communications.

A unique icon that allows us to convey narrative in an instant – globally.
Simplicity is iconic.
 – AT T E N T I O N L O G O –

DOWNLOAD Our heritage logo is pure, with no circular constraint or framing.

Attention Logo here. The logo should always remain black and/or white.
 – S PAC I N G / M I N I M U M S I Z E –

ATTENTION LOGO In print uses, the Attention Logo must never be smaller than
For legibility and impact, avoid putting any graphics within half 10mm wide.
of one ‘o’ distance on all sides.
 – S PAC I N G / M I N I M U M S I Z E –

SIGNATURE LOGO In print uses, the Signature Logo must never be smaller than
The minimum amount of space around the logo must be the 20mm wide.
same as the height of the logotype.
 – SIZING –

ATTENTION LOGO
Width is equal to one.
 – SIZING –

1 2 3 0, 5 1 2 1

M i n i mu m d i st an ce
1 x At te n t i o n Lo g o h e i g h t

3.5x 2x 1x

DEFAULT RELATIONSHIP ALTERNATIVE RELATIONSHIPS All exceptions should be communicated to Global Creative for
Width is equal to 3.5 x Attention Logo. Under certain exceptions width can equate 2 x and 1 x Attention signoff.
This is the default and preferred relationship. Logo. These exceptions include larger external signage usages
including exterior store POS, outdoor advertising, billboards.

! All exceptions should be communicated to Global Creative for

signoff.
 LO G O R E L AT I O N S H I P

B R A N D G U I D E L I N E S V E R S I O N 1 . 2 · M AY 2 0 1 9
 – THE RULE –

One logo reflects the placement of the other.

Assuming the viewer is reading the canvas from left

to right and top to bottom, the Attention Logo is always placed first.

From left to right, top to bottom the order of information is:

Attention Logo, Content, Signature Logo.

When content can be split across multiple canvasses or different side

of a single object, the logos can be separated.

If you encounter the need to reverse this relationship, please

consult Global Creative and request sign off.
 – D I A G O N A L R E L AT I O N S H I P –

SI NGLE PAGE M U LT I - PAG E D/S I D E D A P P L I C AT I O N

The two logos are placed diagonally above each other at each …or on each side of a multi-page/sided application.
end of the given format following the logo history of the
Attention Logo first and the Signature Logo second. If opposite diagonal relationship is required (Signature Logo
before Attention Logo, please consult Global Creative for sign
off.
 – C E N T R E D R E L AT I O N S H I P –

SI NGLE PAGE M U LT I - PAG E D/S I D E D A P P L I C AT I O N

The two logos are centred above each other at each end of the …or on each side of a multi-page/sided application.
given format
If opposite centred relationship is required (Signature Logo
before Attention Logo, please consult Global Creative for sign
off.
 LO G O R E L AT I O N S H I P / P R I N T

B R A N D G U I D E L I N E S V E R S I O N 1 . 2 · M AY 2 0 1 9
 – S TAT I O N A R Y –

BUSINESS CARDS BUSINESS CARDS - REVERSED LOGO ORDER

F R O NT
S i ze : 85 x 55 mm
Pa p e r : Whi te, m i ni mum 1 mm thick
S ur fa ce : M at te an d l u xu r i ou s
Lo g o : S i l ve r fo i l matching and
gi l di n g

TE D
E N
M
FR ON T BLAC K F R O NT W H I TE F R O NT BL AC K F R O NT WH IT E

P LE
J O H N M O L L A N GER
EV P & P RESIDENT | BRAND & MARK ETS

E IM J O HN MO L L A N G E R
E V P & PRE S I D E N T
B RA N D & M A RK E TS

B
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A M
SIDE

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SID E
Sliver gildin g

Attention Logo on front.

Signature Logo – our brand name on back. Connected to person
name.
 – S TAT I O N A R Y –

LETTERHEADS

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IM
H E A D QUA RT E R S

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MARKS
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FINISH
F in is h : Whi te prem i um
Don Joe D on Joe Don Joe Don Joe
175 gm /s Mange r Ma n g e r Manger Manger

+45 96 84 11 22 +45 96 84 11 22 +45 96 84 11 22 +45 96 84 11 22

bang-olufsen.dk bang-olufsen.dk bang-olufsen.dk bang-olufsen.dk
1. 2. 1. 1.

PAGE 1 PAGE 2 AND ONWARDS LETTERS FOLD

Attention Logo top left aligned with address details.
Signature Logo bottom right.
 – S TAT I O N A R Y –

ENVELOPES

BANG & OLUFS EN A/S

SA L E S & M A R K E TIN G

B A N G & O LUF SE N A /S
SALES & MARKETI NG

TE D
LOGOS

E N
M
Gl . L u n d to fteve j 1 B
F in ish : Si l ver foi l 2 8 0 0 Kg s. Ly n g by
D e n ma r k

P LE
E IM
B
G l. L undtof tevej 1B
2 80 0 Kgs . Ly ngby
D enm a r k

T O
DL FR ON T

P L E D L B ACK DL BAC K / INS IDE

M
Size : 1 2 0 x 2 2 0 m m

A
X
Pa pe r : 1 75 gm /s

E
Prin tin g : Bla c k p r i nt / Fo i l
Su rfa ce : M atte a nd
lu x u rio u s

FORMATS DL (fitting Z-folded A4) : 220 x 110 mm

Envelopes will be developed in standard sizes with and without C4 (fitting A4) : 229 x 324 mm
windows for addresses. C5 (fitting single folded A4 / A5) : 162 x 229 mm
 – BAGS –

MINI BAG EXAMPLE

IN SID E H ANDL E S C TA
Fin ish : Bla ck in sid e F i n i s h : Bl ac k cot ton P r i n t : H ot bl ac k foi l
gros grai n mat te

BANG-OLUFSEN.DK BANG-OLUFSEN.DK

TE D
PA PER

E N
M
Munken xxx

LE
Wei gh t : 250g
P rintin g : Out si de / Insi de
Surface : Text ured
(pat terned)

IM P
B E
T O
E
ALL LOGOS
P r i nt : Fa ced 3D em bossi ng
a n d gun m etal foi l

P L
A M
E X
FRO N T V IE W SIDE VIEW F R O NT VIE W (OT H E R S IDE ) S IDE VIE W (OT H E R S IDE )

Subtle details The diagonal relationship of the logos is applied to retail bags. Bags have been designed in these dimensions:
Craft in finishes In this instance, where there is no other communication on the
Confident & refined bag than branding, the Attention Logo is being scaled up Mini: 310 x 280 x 120mm
designs dramatically for maximum decor effect. Small: 430 x 340 x 120mm
Medium: 450 x 340 x 210mm
Large: 600 x 400 x 300m
 – W R A P P I N G PA P E R –

W R A P P I N G PA P E R E X A M P L E

TE D
E N
LE M
IM P
B E PAP E R
S i ze : TB D

TO
Pa p e r : 1 70gsm (TBC)
P r i nt i ng : Ou t s i de

PL E S ur fa ce : Text u red (pat ter n ed)

Lo g o : Fo i l (relief / perforated

A M
E X

Delicate & Elegant 2 variants: Black or white WHITE Only the Attention Logo is in use when creating a pattern of
Pattern Format TBD logos.
Touch & feel
 – RECEIPT FOLDER –
R I GH T P O UC H
War ran t y : Feat u res ser i al n u mber an d
FOLDER FRONT FOLDER BACK FOLDER INSIDE au t h en t i c i t y doc u men t (s i gn ed by h an d)

TE D
LOGOS

E N
M
Embossi ng : Bl i nd

LE
em bossi ng

IM P
MATERIALS
B E
S urfa ce : B lack l uxuri ous
thi ck l eather
T O
…
A ltern at i ve surface :

P L E
M
Tex t i l e s p ecially made in

A
co l l a boration with

X
KVADRAT

L E F T P O UC H
Pe r s on al i s e d n ote : Con grat u l at i on n ote f rom t h e re t ai l e r. (s i gn e d by h an d).

St ar t i n g man u al : Q u i c k st ar t man u al w i t h e asy i n st r u c t i on s .

Por t fol i o: E xc l u s i ve promot i on al i mage s .

CA R D
B us i ne ss c a rd - re t ai l er
 – PRINTS –

S I N G L E PAG E P R I N T M U LT I - P A G E P R I N T

F R O NT B ACK F R O NT BAC K

Throughout printed matter the diagonal or centred relationship The Signature Logo is always present below content, aligned left
of logos is applied. The Attention Logo is always present above or centre.
content, aligned left or centre.
 – L A R G E F O R M AT S –

LOGO ROLL-UP IMAGE ROLL-UP

Exa m p l es s h ow n h ere, i l l u st rates h ow t he rel at i onshi p of

the t wo l og os c a n b e a d a p ted to b e used l arg e or smal l on
the i r ow n or on op of a n i m a g e.
 LO G O R E L AT I O N S H I P / D I G I TA L

B R A N D G U I D E L I N E S V E R S I O N 1 . 2 · M AY 2 0 1 9
 – D I G I TA L –

DESKTOP MOBILE APP NEWSLETTER

The diagonal or centred relationship is applied to digital designs

in reversed order due to space limitations.
 – VIDEO CONTENT 16:9 –

S TA R T CONTENT END

DOWNLOAD The Attention Logo is shown first and we always finish on the Exceptions are made in edits under 10 seconds, where just one of
16:9 Graphics Signature Logo, both align centre. the two logos are present.
Template here.
 – VIDEO CONTENT 1:1 –

S TA R T CONTENT END

The Attention Logo is shown first and we always finish on the Exceptions are made in edits under 10 seconds, where just one of
Signature Logo, both align centre. the two logos are present.
 – SOCIAL –

DESKTOP MOBILE

MOBILE

TE D
E N
LE M
IM P
B E
T O
P L E
A M
E X

5 :3 CROP

4 : 5 CR O P
For digital advertising and sponsored social posts only the
Attention Logo is applied to designs, always in the top left
corner. The full story including the Signature Logo is one click
away.
 – D I G I TA L B A N N E R S –

Throughout digital advertising, the social treatment is applied. All logos are same size.
The Attention Logo is used in the top left corner apart from on
narrow formats where the logo placement is centred.
 – E M A I L S I G N AT U R E S –

TE D
PIA KLEIST
E N
VICE PRESIDENT | MARKETING & LICENSING

LE M
+45 24 40 05 80
[email protected]

IM P
Bang & Olufsen a/s
B E
O
Gl. Lundtoftevej 1B

E
Denmark T
2800 Kgs. Lyngby

P L
bang-olufsen.com

A M
E X

All signatures are to be presented in the Arial font.

Logos are fixed.
 – SOCIAL ICONS –

CO R P O R AT E S O C I A L P L AT FO R M S LO C AL S O C IAL P L AT FO R M S
B l a c k at te n t i o n l o g o o n w h i te. White attention logo on black.

DOWNLOAD
Social Icons here.
 PA RT N E R I N G LO G O LO C K- U P S

B R A N D G U I D E L I N E S V E R S I O N 1 . 2 · M AY 2 0 1 9
 – LO C K- U P S O N P R O D U C TS –

AT T E N T I O N L O G O X PA R T N E R L O G O E X A M P L E S S I G N AT U R E L O G O X PA R T N E R L O G O E X A M P L E S

The cross between the two

l ogos i s al ways con s i sten t l y
t h e s ame wei gh t as t h e
amper s an d.

Lock-ups on products are divided by a small customised ‘x’. Versions are made so it’s possible to insert on wide, narrow and All partnering logos should be created or signed off by
circular shapes. Global Creative.
In most cases we lead with the Attention or Signature Logo. The
Attention or Signature Logo sits to the left of the collaborator Reversed logo lock-ups are available. See next page.
logo - or on top of the collaborator logo.
 – LO C K- U P S O N P R O D U C TS –

PA R T N E R L O G O X AT T E N T I O N L O G O E X A M P L E PA R T N E R L O G O X S I G N AT U R E L O G O E X A M P L E

The cross between the two

l ogos i s al ways con s i sten t l y
t h e s ame wei gh t as t h e
amper s an d.

Reversed examples.
 – L O C K - U P S I N C O M M U N I C AT I O N S –

AT T E N T I O N L O G O | PA R T N E R L O G O E X A M P L E S S I G N AT U R E L O G O | PA R T N E R L O G O E X A M P L E S

The line is always exactly

h al f t h e wei gh t of t h e
S i gn at u re Logo ‘L’. H ei gh t i s
equ al to ‘o’ i n At ten t i on
Logo.

Lock-ups on communications are divided by a customised thin Versions are made so it’s possible to insert on wide, narrow and All partnering logos should be created or signed off by
line. circular formats. Global Creative.

As on products we, in most cases, lead with the Attention or Reversed logo lock-ups are available. See next page.
Signature Logo.
 – L O C K - U P S I N C O M M U N I C AT I O N S –

PA R T N E R L O G O | AT T E N T I O N L O G O E X A M P L E S PA R T N E R L O G O | S I G N AT U R E L O G O E X A M P L E S

The line is always exactly

h al f t h e wei gh t of t h e
S i gn at u re Logo ‘L’. H ei gh t i s
equ al to ‘o’ i n At ten t i on
Logo.

Reversed examples.
 – PROMISE MARKS –

P R O M I S E + S I G N AT U R E L O G O E X A M P L E S AT T E N T I O N L O G O | PA R T N E R L O G O E X A M P L E

S i gn at u re Logo ver s i on s c an
Attentio n Lo go ve r s i o n s c a n be al i gn ed cen ter, l ef t or
o n ly b e lo cked up l i ke a b ove. r i gh t .

Promise marks are created by Global Creative only.

The craft promise is either locked up with the Signature Logo or
the Attention Logo - carefully planned with the partner.
 – LOCAL STORE MARKS –

AT T E N T I O N L O G O + L O C A L S T O R E C I T Y N A M E S I G N AT U R E L O G O + L O C A L S T O R E C I T Y N A M E

Attentio n lo go versio n can S i g nat ure l o g o ve r s i o n

o n ly b e lo cked u p like a b ove. a l ways have t he c i t yna me
C ity n a m e is a lways to th e b e l ow t he l o g o.
righ t o f th e lo g o. Al i g ne d l e f t … … or r i gh t .

DOWNLOAD Local store marks can be used in locally created communication. On social such as Facebook, local stores can use the reversed
Editable versions here. But never on social. Attention Logo (white letters on black), see page 43.
 TYPOGRAPHY

B R A N D G U I D E L I N E S V E R S I O N 1 . 2 · M AY 2 0 1 9
 – O U R T Y P E FA C E S –

Gotham is our primary font.

Product naming and functional information is always to be displayed in
Gotham, regardless of its format or sizing.

A serif font, Tiempos Fine, takes priority for editorial and headline copy.

Used together, the two fonts create a dynamic, beautiful and varied brand
typographic image.
 – THE TYPOGRAPHY ROLES –

WORDS SERVE THE VISUAL Words are the visual

FU N C T ION A L U SE A ND B O DY CO PY H E ADL INE S AND H IGH L IGH TS

 – GOTHAM –

Thin F u n c t i on al
C l ean

Extra Light
Confident
Geomet r i c

Light
Book
Medium
Bold
Black
LICENSE FAMILY USAGE
For licence info and All 7 weights above can be used to give character to certain text Body copy, product names, functional copy, copy on products.
install, please get in elements. We do not use italic versions of the various weights.
touch with Global
Creative.
 – TIEMPOS FINE –

Fine Light / Fine Light Italic E l egan t

Refined
O rgan i c

Regular / Fine Italic

Editorial

Medium / Medium Italic

Semibold / Semibold Italic
Bold / Bold Italic
Black / Black Italic
LICENSE FAMILY USAGE
For licence info and All 12 weights above can be used to give character to certain Headline, quotes, manchets, text which need to stand out.
install, please get in text elements. Editorial approach.
touch with Global
Creative.
 – TRACKING –

GOTHAM IN HEADLINES: TIEMPOS FINE HEADLINE:

C A P I TA L I S E + S PA C E O U T C A . 3 0 0 % S E N T E N C E C A S E O R C A P I TA L S + S PA C E D O U T 0 – 5 0 %

B E O P L AY E 8 2 . 0 Sound like home / SOUNDS LIKE HOME

Here we ’ re usi ng Go tham Bo l d . Sp a ce d o ut 30 0 % . We i g h t s a n d t ra c k i n g c a n o f co u rs e va ry,
as l o ng a s i t ’s co nsi ste nt thro ug ho ut a g i ve n a p p l i c at i o n ( b ro c h u re, a p p e tc) .
TIEMPOS FINE IN MANCHET / QUOTE USE:
The comb i nati on of l arg e tra cki ng (sp a ce b e t we e n e a c h l e t te r ) a n d c a p i t a l i s at i o n . g i ve s t h e
hea d l i ne a l uxur i o us ti me l e ss fe e l . S E N T E N C E C A S E + S PAC E D O U T 0 - 4 0 %

U se d i t w i th f i ne sse.

–“The same way

G OT H A M I N B O DY C O P Y:
great lighting
S E N T E N C E C A S E + S PAC E D O U T 0 - 2 0 % does, music
B e o p l ay E 8 2 .0 e r h e l t t rå d l ø s e .
creates a special
B e o p l ay E 8 2 .0 l eve re s i e t t rå d l ø s t Q i - ce r t i f i ce re t l a d e e t u i , s å kind of
d u ka n g e n o p l a d e B e o p l ay E 8 2 .0 u d e n a t h ave e n s t i k ko n t a kt
atmosphere in
i n æ r h e d e n . D u s k a l b a re l æ g g e l a d e e t u i e t p å e n Q i -
ce r t i f i ce re t t rå d l ø s o p l a d n i n g s p l a d e , s å o p l a d e s B e o p l ay E 8
the home”
2 .0 a u to m a t i s k .

In thi s examp l e, a mi x o f Go tham Bo o k and M e d i u m i s u s e d . S p a ce d o u t 1 0 % . O p e n i n g u p t h e Th e s e r i f fo n t s Ti e m pos F ine is perfect for editorial highlights. With it ’s fine serifs it brings
spa ce b e twe e n e ac h l e tte r make s the text a p p e a r m o re t i m e l e ss . Tra c k i n g a n d we i g h t s c a n p e rs o n a l i t y.
vary. I n t h e exa m p l e s a b ove we use Tie mpos F ine Me dium a nd Me dium It a lic . The font fa mily is
l a rg e, a n d a l l a l l weight s c a n be use d, but of cour se wit h consiste ncy wit hin a give n
a p p l i c at i o n i n m i n d .

LICENSE GOTHAM USE TIEMPOS FINE

For licence info and Our main corporate font. Editorial font.
install, please get in Used for headlines, body copy and functional text. Blend it with Used for headlines, quotes and editorial highlights.
touch with Global small sections of the serif font. Use in combination with Gotham.
Creative.
 PRODUCT NAMES

B R A N D G U I D E L I N E S V E R S I O N 1 . 2 · M AY 2 0 1 9
 – PRODUCT NAMES / IN WRITING –

P R O D U C T N A M E S I N B O DY C O P Y N A M E S I N C A M PA I G N I D E N T I T Y

Beolab 50 BEOSOUND SHAPE

B e ov i s i o n E c l i p s e
B e o p l ay A 9
Beolit 17
Always w r i te p ro d uc t name i n f ul l . Al ways c a p i t a l i s e and bold t he e nt ire produc t na me whe n use d a s a
Capit a l i se f i r st l e tte r i n e a ch wo rd . c a m p a i g n i d e n t i t y e le me nt s – most ly in he a dline s in conjunc t ion wit h
t h e s i g n at u re l o g o.

EXAMPLE EXAMPLES

B e o s o u n d S h a p e i s a wa l l - m o u n te d
w i re l e s s s p e a ke r sys te m f o r d e s i g n
co n s c i o u s m u s i c l ove r s

Ce n t re d exa m p l e, where both elements are locked up in a closed

re lat io n s h ip.

B o t to m a l i g n e d exa mple, whe re e le me nt s a re se pa rate d, but st ill

m a i n t a i n i n g t h e re lat ionship.

Bang & Olufsen is current, luxurious and less tech, and therefore, The full name should always be present somewhere else in a
no longer capitalise letters after ‘Beo’ (i.e. as in BeoLab). given communication. Only Global Creative can define these
exceptions
A few products, especially Beoplay products, can in campaign
work be named by their Alpha number (A9, H9i etc). These
names can not be used on their own though.
 – PRODUCT NAMES / OVERVIEW –

LIST OF CURRENT PRODUCT AND COLLECTION NAMES

B a n g & O l u f s e n M u l t i ro o m B e o p l ay A1 B e o re m o te O n e Ce l e s t i a l
B e o p l ay A9
Beolab 17 B e o p l ay E4 Beosound 1 Palatial
Beolab 18 B e o p l ay E6 Beosound 2
Beolab 19 B e o p l ay E6 Motion Beosound Edge
Beolab 20 B e o p l ay E 8 2 .0 Beosound Shape
Beolab 50 B e o p l ay E8 Motion
Beolab 90 B e o p l ay H3 B e ov i s i o n E c l i p s e
B e o p l ay H4 B e ov i s i o n H a r m o ny
Beolit 17 B e o p l ay H8i B e ov i s i o n H o r i zo n
B e o p l ay H9i
B e o p l ay M3 B ro n ze Co l l e c t i o n
B e o p l ay M5
B e o p l ay P2
B e o p l ay P6
 G R I D / S PAC I N G

B R A N D G U I D E L I N E S V E R S I O N 1 . 2 · M AY 2 0 1 9
 – THE RULE –

Layouts and content positioning use a grid system.

We want to encourage consistency across platforms, environments and

media sizes.

The layout grid can be adjusted to meet the needs of our product, or various
canvas sizes.
 – CONSTRUCTION THE GRID –

STEP 1 STEP 2 STEP 3 STEP 4

Divide the total width of the format by 22 equal width Use the width of 1 column to determine margin sizes. Divide the working area (within margins) into 10 equal Divide the working area (within margins) into 10 equal
columns columns. rows. Add an additional subdivision to the top and
bottom rows.
 – D I G I TA L U S E –

SKYSCRAPER (120 X 600PX) LEADERBOARD (728 X 90PX)

There will be rare instances where the grid structure is not

applicable. Extreme landscape and portrait canvas sizes, or very
small applications. Discretion should be used to determine an
appropriate margin size, which should then be subdivided by 10
(rows for portrait, columns for landscape).
 – P O R T R A I T, L A N D S C A P E –

A4 LANDSCAPE A5 LANDSCAPE (RECOMMENDED) A5 PORTRAIT

A robust and adaptable system that flexes to meet the needs of

the canvas sizes, ensuring our communications are both
beautiful and consistent across all applications.
 – S PAC I N G M E T H O D S –

Low density layouts use greater space between elements, helping to guide
the viewer through different types of digital or print content.

White space from a design perspective, provides a sense of control and

ease.
It is in the DNA of high end luxury design and a key part of our guidelines.
 – IMAGE PLACEMENT –

When possible, white space should be used to create a sense of

control and ease within layouts. Content should sit flushed to
any column or row.
 – L O G O R E L A T I O N S H I P O N S I N G L E C A N VA S E S –
VE R T I C AL S I GNAT UR E LO GO
Us ed for s pec i f i c c ampai gn mater i al
on l y, Con s u l t Gl obal C reat i ve before
u s i n g t h i s ver s i on .

From left to right, top to bottom, the order is: Attention Logo,
content, Signature Logo.
 – POSITIONING PRODUCT NAME, URL, TITLE –
VE R T I C AL S I GNAT UR E LO GO
Us ed for s pec i f i c c ampai gn mater i al
on l y, Con s u l t Gl obal C reat i ve before
u s i n g t h i s ver s i on .

NO MESSAGING URL AND PRODUCT NAME PA R AG R A P H M E S S AG I N G LINE

C TA
Al ways u s e UR L
From left to right, top to bottom, the order is: Attention Logo, as a di rec t c al l
content, Signature Logo. to action at th e
en d of P R O DUC T NAME

mess agi n g P rodu c t n ame

paragraph s . c an , bu t does
n ot h ave to,
eas i l y be
di s pl ayed above
S i gn at u re Logo.
 ICONOGRAPHY

B R A N D G U I D E L I N E S V E R S I O N 1 . 2 · M AY 2 0 1 9
 – ICONOGRAPHY –

Our icons are clear and easily recognisable.

Their shapes are hyper geometric, with clean lines and simple detailing.
They are harmonious both alone and as a family.
Most importantly they are iconic.
All of our products have an associated icon.
 Un i qu e des i gn l an gu age
Mi n i mal st rokes
S c al abl e
Geomet r i c (as produ c t s)
Wor ks with our font Gotham
– PRODUCT ICONS –
ON THE GO

B E O P L AY E 6 B E O P L AY E 8
B E O P L AY H 3 B E O P L AY E 4 B E O P L AY H 4 B E O P L AY H 8 i B E O P L AY H 9 i
B E O P L AY E 6 M O T I O N B E O P L AY E 8 M O T I O N

B E O P L AY P 2 B E O P L AY A 1 B E O P L AY P 6 BELOIT 17 BEOSOUND 1
FLEXIBLE

B E O P L AY M 3 B E O P L AY M 5 B E O P L AY A 9 BEOSOUND 2 BEOSOUND EDGE BEOSOUND SHAPE

S TA G E D

BEOLAB 18 BEOLAB 20 BEOLAB 50 BEOLAB 90 BEOVISION HORIZON BEOVISION ECLIPSE BEOVISION HARMONY · ON BEOVISION HARMONY · OFF

DOWNLOAD Display friendly and always in a circle. Positive or negative. Icons can be white on dark background, dark on light
Product Icons here. background - and without a circle on a clean calm background.
All our products have an associated icon as displayed on this
page. Product icons can only be created by Global Creative.
 Un i qu e des i gn l an gu age
Mi n i mal st rokes
S c al abl e
Geomet r i c (as produ c t s)
Wor ks with our font Gotham
– GENERAL ICONS –
GENERAL

POWER WIRELESS S O U N D S I G N AT U R E B AT T E R Y SEARCH DESIGN PHONE SUPPORT QUOTE EMAIL LIGHTNING

MAGAZINE TRUE360 CALENDAR MANUAL L O C AT I O N FREEDOM QUESTION HOTLINE P R I VA C Y WA R N I N G HOME

DELETE / BIN FEEDBACK CLOUD R E PA I R SEE MORE AWA R D S TA R LOVE CONNECTED AUDIO LOADING CAMERA

I N F O R M AT I O N MOTION ( V I R T U A L ) WA L L

DOWNLOAD Display friendly and always in a circle. Positive or negative. Product icons can only be created by Global Creative.
All Icons here.
Icons can be white on dark background, dark on light
background - and without a circle on a clean calm background.
 Un i qu e des i gn l an gu age
Mi n i mal st rokes
S c al abl e
Geomet r i c (as produ c t s)
Wor ks with our font Gotham
– TECH + E-COM ICONS –
TECH SPECS

DIMENSIONS WEIGHT CORD DIAMETER ANC DESIGNER COLOURS BOX L E AT H E R W I R E L E S S S T E R E O PA R R I N G C O M PAT I B L E B & O A P P

REMOTE TONETOUCH M AT E R I A L ROBUST POWER SETUP LIGHT WEIGHT MICROPHONE FREQUENCY BLUETOOTH BASS

ALARM SMART CHARGING AVA I L A B I L I T Y M O D E T R A N S PA R E N C Y M O D E SPEAKER VOL MINT GLOBAL G VA

E-COM

UPLOAD DOWNLOAD LOGIN LOGOUT DOWNLOAD FILE CART CHECKMARK SECURE

DOWNLOAD Display friendly and always in a circle. Positive or negative. Product icons can only be created by Global Creative.
All Icons here.
Icons can be white on dark background, dark on light
background - and without a circle on a clean calm background.
 Un i qu e des i gn l an gu age
Mi n i mal st rokes
S c al abl e
Geomet r i c (as produ c t s)
Wor ks with our font Gotham
– INTERACTION + REASONS TO BUY ICONS –
INTERACTION

P L AY PAU S E PREVIOUS NEXT DRAG TA P/ T O U C H CONTROL/REMOTE P L AY B A C K VOLUME UP VOLUME DOWN SHARE

SHARE CONTROL CLONE MOVE AROUND

REASONS
TO BUY

FREE DELIVERY FREE RETURN E X T R A WA R R A N T Y SECURE HANDLED WITH CARE 3 STEPS PERSONAL PICKUP

DOWNLOAD Display friendly and always in a circle. Positive or negative. Product icons can only be created by Global Creative.
All Icons here.
Icons can be white on dark background, dark on light
background - and without a circle on a clean calm background.
 COLOURS AND FINISHING

B R A N D G U I D E L I N E S V E R S I O N 1 . 2 · M AY 2 0 1 9
 – P R I M A R Y PA L E T T E –

Our corporate, core colours are black, white and specific tones of grey.
White and black are both used as neutral colours.

Text and graphics are to appear black or dark grey, and must be clearly
legible. It is important to remember that contrast is essential within all
communications.
 – P R I M A R Y PA L E T T E –

WH IT E BLACK GR EY 5 5 GRE Y 1 5 GRE Y 1 0 GRE Y 5

CMYK – 0 0 0 0 CMY K – 0 0 0 1 0 0 CMY K – 0 0 0 55 CM Y K 0 0 0 15 CM Y K 0 0 0 10 CM Y K 0 0 0 5
RG B – 25 5 255 25 5 R GB – 0 0 0 R GB – 1 1 5 1 1 5 1 1 5 RGB 217 217 217 RGB 229 229 229 RGB 24 2 24 2 24 2
H E X – #FFFFFF HEX – # 0 0 0 0 0 0 HEX # 737373 HEX #D9D9D9 HEX #E5E5E5 H E X # F 2F 2F 2

BLACK. WHITE. GREY.

Minimalistic and elegant.

Use them with confidence. Contrast is essential in all

communications. Make sure text and graphics are legible on
black or dark grey.
 – S E C O N DA R Y PA L E T T E –

Our secondary palette are colours that are tied specifically to moments.

Colours other than black, white and grey are specified by Global Creative,
and can only be used in association with the product for which they have
been specified.
 – S E C O N DA R Y PA L E T T E –

SKY CL AY PINE
HEX # 7492A4 H E X # A 59 6 8D H E X # 29 4139

LIGHT SKY L I GH T CL AY L I GH T P I N E
HEX # 7492A4 H E X # A 59 6 8D H E X # 29 4139

The example on this page illustrates colours driven from SS19. A NOTE
specific palette of muted greens are associated with the Unique colours can only be specified by Global Creative.
products, images and other assets. Unique colours can only be used in association with the product
they’ve been created for.
 – COLOUR USAGE IN PRINT –

Colour mainly manifests itself through different finishes, dyed

papers and elegant touches within the design process. Textures
from the product can be replicated in print.
 ART DIRECTION

B R A N D G U I D E L I N E S V E R S I O N 1 . 2 · M AY 2 0 1 9
 – ART DIRECTION OVERVIEW –

Bang & Olufsen’s art direction is skewed away from the normal and into the
surreal – intriguingly beautiful compositions and captivating details.

Our art direction is characterised by positivity, colour, character and

graphic sensibility.
 – ART DIRECTION PRINCIPLES –

#1
ALWAYS BE DISTINCTIVE
We only bring the unique into the world and whatever we
create is timelessly distinctive.
 – ART DIRECTION PRINCIPLES –

#2
AMPLIFY THE IMAGINATION
Everything we create should trigger the imagination
of our audience.
 – ART DIRECTION PRINCIPLES –

#3
DEEPEN HUMAN EXPERIENCES
We work tirelessly to form experiences that
enrich people’s lives.
 – ART DIRECTION TIERS –

#A #B #C #D
– MOMENT / CAMPAIGN – – LIFESTYLE – – PRODUCT FRAMING – – PACK SHOTS –

DISTINCTIVE EXPRESSIVE DECONSTRUCTED C A P T I VAT I N G I M M A C U L AT E

COMPOSITIONS HEROES S PA C E S TA C T I L I T Y PERFECTION
 – ART DIRECTION TIERS –

TIER #A
MOMENT / CAMPAIGN
This section is the Tier #A Art Direction guide for the
Bang & Olufsen Moment Campaigns, where we incite magical
and extraordinary moments, by creating
Distinctive Compositions.

Imagination is the only limit.

CHANNELS
ATL, Ads, POS, OOH.
 – DISTINCTIVE COMPOSITIONS –
These are the creative and intriguing ways to capture our product in a distinctive
composition in a real and digital setting. The product holds the composition together,
becoming the hero of every image in perfect geometry.

UNR E A L REA L
Asp iratio na l Craf te d
Ma gic & wo n d e rfu l Mag i c & wond e r f ul
Sur real bala n ce Re a l co m p o s i t i o n s
 PRODU C T GE OME T RY
Produ c t s hould a lways
– GENERAL RULING –
be c a ptured s how ing s om e king of perfec t
geom etry a nd ha rm ony.

P E OPLE
Peop le s ho uld interact with the
com p o s i t i o n a n d b e p a r t o f t h e sto r y.

HUMAN DETAIL
Hum an detail ca n be pa rt of
com position - objectif ied.

LI G H TI N G
N at u ral , p o e t i c an d b e l i evab l e.
The f if th element, the stor y
o u t s i d e o f f rami n g .

MAT E RIAL S PR O D U C T
Raw orga nic m ateria ls for a A l ways vi s i b l e, accu rate i n
hum a n elem ent of cool, co l o u r a n d g e o m e t r y. Th e h e ro
c reative c ra f t - a nd contra st to o f t h e co mp o s i t i o n .
produc t.

LOC AT I O N
Re- imag ined s p aces , limitless
to th e i m a g i n at i o n .

CO MPOSI TI O N T E XTU R E S
Balanced, but intriguing, s o A var i e t y o f t an g i b l e an d
that produc t is f ra m ed realistic textures s hould b e
dynam ic ally. Leave s pa ce open u s e d cre at i ve l y.
for interpretatio n.
 – ART DIRECTION TIERS –

TIER #B
LIFESTYLE
This section is the Tier #B Art Direction guide for the
Bang & Olufsen Lifestyle imagery.

Through our Expressive Heroes and Deconstructed Spaces, we

turn ordinary lifestyle moments into the extraordinary.

CHANNELS
Editorial, Ads, POS, PR, Ecom + Channel Marketing publications.
 – EXPRESSIVE HEROES –
This is how we capture the people who are at the core of Bang & Olufsen; the creative
curators, in real and staged settings. The creative curator carries the product, not the other
away around. They represent the values of the brand and bring the magic of the
imagination to life.

CUR ATE D REA L

Inte lligently c ra fte d N at ural e nv i ronm e nt
Ma gic and wo n d e rfu l e l e me nts U ncom p l i c ate d stor i e s
Nat ural L igh t i n g Ex t raord i nar y i n t he ord i nar y
 – GENERAL RULING –

LI G H TI N G + CO LO U R
N at u ral , p o e t i c, b e l i evab l e.

P ROP S
Must be m inim a l a nd feel pa rt
of the env ironm ent.

M O M E N TS
C ap t u r i n g mag i cal mo me n t s
wh e n t h e o rd i n ar y t u r n s
extraord inar y.

FR A M I N G
D y n ami c f rami n g t h at fe e l s s p o n t an e o u s
an d i n t h e mo me n t .

P RODU C T
Must be v is ible, f lattering a nd
pa rt of the story.
 – L O C AT I O N / S T O R Y T E L L I N G –

ON-THE-GO
Navigating the global c ity,
conne c ted to the world.

HOME
The p er s onal and intimate
s p ace s o f o u r cre at i ve
cu rato r s .

ADV E NT U RE
I ns piring pla ces s uc h a s
of f - beaten tra c ks , nature,
travel etc . w here our
c urators explore the world
a round them .

C RE AT IV E S PAC E S
The c reat i ve s p aces of our
c urators .
 – PEOPLE –

GENERAL LOOK
People m ust look m odern
a nd relevant to the world
today.

M OO D
E n g a g i n g a n d cur i o us, o ur DIV E RS IT Y ATTI TU DE
c re at i ve c u rato r s can i nte ract The inc l us io n o f a l l et hnic it i e s Thoug htf ul, natural, exp ress ive,
with t h e c a me ra an d /o r sp ace s hould a lways be cons idered . cre at i ve, an d as p i rat i o n al , b u t n o t
a ro u n d t h em. e l i t i st .

AGE GROUP POS I T I V E

The c reat i ve c urato r s have The s entiment s hould g enerally
no a ge, their s pirit is b e p o s i t i ve b u t n o t g o o f y. Th e
a geless . mo st p o s i t i ve mo me n t s s h o u l d
feel natural and s p ontaneous .
 – STYLING –

LAYERI NG
Creative layering of textures
give person a lity to our
m odels.

HAIR
M i n i mal l y g ro o me d h ai r fo r
M AK E - U P an au t h e n t i c an d p e r s o n al
M in i m a l a n d n at u ral l o o ki ng look.
ma ke u p. CO LO U R S
Styling may incor p orate p op s
o f co l o u r to ad d p e r s o n al i t y,
o r e n h an ce t h e co l o u r p al e t te
o f t h e i mag e.

FAS H I O N
The fa s hi o n s ho uld evo lve
to stay modern, but feel
c la ss ic a nd tim eless rather
tha n of a trend.
 – IN-STUDIO –
PR O PS
M i n i mal an d d own to e ar t h ,
b u t cl eve r an d vi s u al l y
e n g ag i n g .

D I G I TA L E LE M E N TS
Post- p ro d uctio n elements can
b e u s e d to e n h an ce sto r y-
te l l i n g .
P RODU C T
P roduc t m ust be f latterin g
a nd v is ible. Our c reative
c urators c a rry the produ ct ,
not the other way a round .

LI G H TI N G + CO LO U R
C re at i ve b u t n at u ral ,
p o e t i c an d b e l i evab l e.

FRAMI NG
Dynam ic fra m ing and
c rops for an ex pressive
im age.
 – D E C O N S T R U C T E D S PAC E S –
This is how we capture the interior settings in which Bang & Olufsen products live.
Our digital spaces are artistic and left for interpretation. Our real spaces, are aspirational but
relatable. Both show how our product lives in and enhances an environment.

CUR ATE D REA L

Com pos ed N at ural
Ma gic and wo n d e rfu l Ex t raord i nar y wi t hi n t he ord i nar y
Perfectly bal a nce d Curat i on has a t wi st
 – GENERAL RULING –

LO C AT I O N
COLOUR
The s p aces where our
Co lo u r c a n b e u s e d
cre at i ve cu rato r s
c re at i vel y, co mp l i me n t i ng t he
L IGH T ING exp er ience our p rod ucts ,
mate r i a l o f t he p ro d u ct
C reative but natura l, s u ch as h o me, st u d i o, e tc.
poetic a nd believa ble.

CO M POS I T I O N
P RODU C T Poetic co mp os itio n that
TEXTURES P roduc t m ust a lways be feels accid ental and

A va riety of ta ngible a nd v is ible, a cc urate in colour a nd b e l i evab l e. Pro d u ct mu st

re a listic huma n text ures geom etry. b e h e ro o f t h e i mag e.

should be us ed c reatively.
 – ART DIRECTION TIERS –

TIER #C
PRODUCT FRAMING
This section is the Tier #C Art Direction guide
for the B&O Product framing. Through minimal styling, intimate
macro to full-product shots, we indulge the senses by capturing
Captivating Tactility.

CHANNELS
Editorial, POS, Ecom + Channel Marketing publications.
 – C A P T I VA T I N G T A C T I L I T Y –
These are the most intimate and close-up depictions of our product.
Minimal styling, full-body shots and macro shots allow us to emotionally experience the
product and all it’s details. Perfection for our senses.

CUR ATE D REA L

Hyp er -Real; d i g i t a l o r st u d io Int i m ate
Asp iratio na l Ex t raord i nar y In t he ord i nar y
Ma gic and wo n d e rfu l N at ural
 – GENERAL RULING –

PRODUCT
NE GAT IV E S PAC E T E X TU R E S
Produc t m ust always be
As m uc h a s poss ible operate w ith Tex t u res are b as ed on real
visible, a cc urate in co lour
a la rge m onoc hronic negative m ate r i al s b u t can b e i n te r p re te d
a nd be the hero of the
s pa ce. c reat i ve l y, i n d u l g i n g t h e s e n s e s .
im age.

H U M A N D E TA I L
H u man d e t ai l can b e
p ar t o f co mp o s i t i o n fo r
a p e r s o n al to u ch .

LOC AT ION
An intim ate lived in s pa ce,
LI G H TI N G
or studio s etting w ith m inim a l
In te re st i n g , n eve r s i mp l e, b u t
st yli ng t hat i ndul ges t he
al ways n at u ral . Po e t i c an d
s ens es a nd des c ribe a m inim a l
b e l i evab l e.
us e c a s e.

FRAMI NG
Dynam ic fra m ing and
a ngles m ake an intim ate
setting feel exc iting, a s if
the viewer is present.
 – ART DIRECTION TIERS –

TIER #D
PACK SHOTS
This section is the Tier #D Art Direction
guide for the B&O pack shots, simply shot and created in
Immaculate Perfection.

CHANNELS
PR, Ecommerce + Channel Marketing publications.
– I M M A C U L AT E P E R F E C T I O N –
The Bang & Olufsen product in its
purest and clearest form.

Pe rfe ct p ro d u ct s h ot s
High ly desira ble
Clea r deta il
B ra n d colou red ba ckg round s
 – GENERAL RULING –

S H A R PN E SS
LI G H TI N G
1 00%.
B a la nced, s of t l i g h t i n g t h at e n h an ce s
the pro d u ct d e t ai l an d b e au t y

Fram ing S h adows B a ckg round

Dynam ic but sim ple photogra phic f ra m ing a nd S of t s ha dows on produc ts that White or b rand colour
com position that c a ptures the best angles of the a re sta nding. No s ha dows on b ackg ro u n d wi t h o u t any
produc t, a nd m a ke the im a ge exc iting. or behind produc t ha nging in tex t u re s .
a ir.
 TONE OF VOICE

B R A N D G U I D E L I N E S V E R S I O N 1 . 2 · M AY 2 0 1 9
 – TONE OF VOICE –

In order to bring our brand and products to life for the Creative Curator
audience, we need to define the language we use.

This tonality is driven by our brand purpose and brand principles, then
shaped and refined to meet our language needs.
 – BRAND PRINCIPLES –

OUR BRAND
Who we are

BRAND PURPOSE EXIST

Our reas on for be in g T O C R E AT E

BRAND PILLARS
The proo f points of our expertise DESIGN SOUND CRAFT

BRAND PRINCIPLES A L W AY S B E AMPLIFY DEEPEN HUMAN

The r ules of brand behaviour DISTINCTIVE T H E I M A G I N AT I O N EXPERIENCES

M A N I F E S TAT I O N S
Where o ur bra n d co m e s to l i fe PRODUCTS

VISUAL AND WRITTEN CUSTOMER WEBSITE AND MARKETING

STORES
LANGUAGE SERVICE SOCIAL MEDIA C O M M U N I C AT I O N S
 – T O N A L VA L U E S –

IMAGINATIVE CONCISE CURIOUS AUTHENTIC

We amplify the imagination in our language, using We do not overemphasise in our language, or We generate interest and imagination in We do not mimic other brands. We stay true to
our brand purpose as the starting point. become flowery. our language. the power of our brand purpose.

We consider imaginative contexts for how our There is a potency to our brand and product that We pose questions or provocations that give our We remain consistent in how we speak, flexing
products are interpreted and used. demands we communicate in a concise manner. brand and products deeper emotive meaning. our tone to context but remaining inimitably
Bang & Olufsen.
We encourage dialogue with our audience
where possible. We qualify statements with fact.

BRAND COMMERCIAL WEB E D I TO R I A L

At the highest brand level, we can afford to lean At pure product level, the facts matter. This is Web extends beyond simply our website into Longer form content, such as website articles,
towards imaginative writing, especially within where our Concise and Authentic tonal social media and CRM. sponsored PR or advertorial, or even our own
headlines and subheadings. values matter. Bang & Olufsen magazine, must lead with
Here Curiosity is a lead value as we want to authenticity first from a language perspective.
Authenticity comes in the consistency of how our We still need to frame product descriptions via engage at a human core. This means leading with
brand communications are presented, meaning the leading benefits rather than features, but use dialogue-based language - questions, Curiosity and imagination should combine in the
judicious and self-critical assessment of brand the facts of our products to drive credibility. And provocations, curiosities. Frame the product as a way we intersect our products with human
language across every piece of communication - do it consistently, from a Beolab 90 to an E8 - the point where the imagination can be sparked and context, which is the essence of powerful editorial
produced by central marketing to local markets. writing intent and quality should always be amplified and live up to our core brand principles. content.
the same.
 – T O N A L VA L U E S –

IMAGINATIVE
GUIDING DEFINITION:

We amplify the imagination in our language, using

our brand purpose as the starting point.

We consider imaginative contexts for how our

products are interpreted and used.

I M A G I N AT I V E I S : I M A G I N AT I V E I S N O T :

Setting a scene Hyperbole

– using words that evoke a feeling or memory. – we are meaningful, touching the emotions and senses in a refined
way.
Connecting the product to the brand purpose
– communicating its special nature. Technical features
– the net result of the tech is the imaginative part, not the tech itself.
Looking forward
– hinting at the moment of joy or wonder that the user Pure fiction
may encounter. – we must ground the context of product in a feeling of fact.

Artistic Flowery
– using the product form and performance to – yes, there is a poetry to our product that needs communicating,
suggest a sensory experience. but stray away from superlative phrases.
 – T O N A L VA L U E S –

CONCISE
GUIDING DEFINITION:

We do not overemphasise in our language, or

become flowery.

There is a potency to our brand and product that

demands we communicate in a concise manner.

CONCISE IS: CO N C I S E I S N OT:

Knowing Bang & Olufsen Verbose

– we reduce complication in our products, and too in our language. – we limit word and character length to allow the imagery and
language to breathe and work.
Getting to the point
– think of the customer, what do they want to hear? Complex
– we do not try to pack in too much information in one sentence. If
Being meaningful you have space, break it up. If not, choose information wisely.
– use words that have true meaning.
Novel
Truncated sentences – keeping language concise means straying from a multitude of
– think economically about the phrase or sentence you synonyms. If a simple word works, use it.
are constructing.
 – T O N A L VA L U E S –

CURIOUS
GUIDING DEFINITION:

We generate interest and imagination in our language.

We pose questions or provocations that give our brand and products deeper emotive meaning.

We encourage dialogue with our audience where possible.

CURIOUS IS: C U R I O U S I S N OT:

Human Daydreamy
– write with open-ended possibility. – don’t allow the notion of curiosity to become ethereal or
non-sensical.
Dialogue
– where possible, pose a question that drives interest in finding Chatty
out more. – keep any dialogue or open-ended inflection grounded and
sophisticated. Don’t resort to chatty language that’s too familiar.
Inquisitive
– In longer form content consider a hypothesis or framing of the Pretentious
story around a quest for knowledge or feeling. – don’t go too far in your framing, keep language and phrasing
meaningful and true.
 – T O N A L VA L U E S –

AUTHENTIC
GUIDING DEFINITION:

We do not mimic other brands. We stay true to the power of our brand purpose.

We remain consistent in how we speak, flexing our tone to context but remaining inimitably Bang & Olufsen.

We qualify statements with fact.

AUTHENTIC IS: AU T H E N T I C I S N OT:

Knowing your voice Being someone else

– constantly refine the Bang & Olufsen lexicon. – you may like how others communicate, but we have to stay
true to ourselves.
Measured
– we speak smoothly and calmly. Shouty
– we don’t lean on exclamation or big, loud language. Bang &
Intelligent Olufsen is not that brand, so keep the tone measured and calm.
– Language is sophisticated yet relatable.
Colloquial
Based in fact – yes, we want to be relatable, but let’s not drop the tone too far.
– use evidence to back up assertions and claims made about our Keep the language refined.
products.
Untrue
– may be simple to state it, but at product level, the facts are sacred.
We never lie or fudge the truth about our product benefits,
materials, construction or technology.
 – LEXICON –

LEXICON:

Word choice is essential to ensure the tonal values have practical application. Largely this is about
removing superlatives from how we speak. Like the greatest luxury brands, it is is the refinement
of our language, not the volume, that will make an impression.

This lexicon is a starting point - we continue to self-assess and refine the language we use and
adapt our brand guidelines to support.

WO R DS W E D O N OT U S E :
WO R DS W E U S E :

Power Influence Fabulous Great

Performance Detail Amazing Beautiful
Clarity Memorable Stunning Lovely
Discreet Cinematic Spectacular Breathtaking
Modern Independent Sensational Brilliant
Aesthetic Ambience Fantastic Sublime
Rich Form Outstanding Cool
Vivid Imaginative Astonishing Trendy
Bold Immersive Awesome Dazzling
Superior Flexible Outrageous Superb
Distinctive Dynamic Terrific Gorgeous
 C O N TAC T D E TA I L S

B R A N D G U I D E L I N E S V E R S I O N 1 . 2 · M AY 2 0 1 9
 – C O N TA C T D E TA I L S –

For inquiries or permission, please

contact Global Creative.
[email protected]
 “A never-failing will to
create only the best.”
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