Sony

Sony Electronics USA Brand Identity Guidelines
version # 03
p. 2
These guidelines were created to build a consistent

design language for Sony communication. Not all
examples and instances will be represented in this
guide. Please use your best judgement when building
communication pieces. If you have any questions,
contact SEL US Corporate Marketing.
p. 3
If it’s not Sony,

it’s not the best.
contents
p. 4
building guidelines single-page p. 49

double-page p. 50
3 execution
reference
p. 51
p. 63
newspaper & special formats p. 67
logos p. 72
building a foundation 1.1 Sony logo p. 07

1.2 open frame p. 12
1 1.3
1.4
Sony black
taglines
p. 15
p. 17
2.1 typography p. 20 environments 4.1 retail p. 77

2.2 color p. 33 4.2 online p. 90
2 2.3 photography p. 40
4 4.3 tv/film p. 99
p. 5
Smart, but not intellectual. Confident, but not

arrogant. Entertaining, but not shallow. Premium,
but not out of reach. Cool, but not trendy. Iconic,
but not intimidating. Simple, but not simplistic.
Most people from outside Japan had a tough time saying Tokyo Tsushin Kogyo or ‘Sony’ was the name born from this thinking. It crossed the Latin word sonus, from which
Totsuko, and we couldn’t push a product with an unpronounceable name. In a strategy ‘sound’ and ‘sonic’ are derived, with the English diminutive ‘sonny’, suggesting a fledgling
discussion that still has resonance today, it was decided that the name should be company of young people who made up for in energy what they lacked in size.
simple, highly memorable, have immediate impact, and transcend language barriers.
In 1955, Akio Morita came to the U.S. for the first time, carrying his products in high spirits
and ready to build the foundations of the company on the Sony name.
p. 6
1
building a Each company builds its own brand identity because
identities are the basis of how we, as people, relate to
each other. We hang out with the personalities that we
foundation
like, that make us laugh, that appeal to us.
The foundation of Sony’s identity begins with the
name, and is built by a foundation of four f ixed
elements.
These are: the Sony logo, the open frame, Sony black,
and the tagline.
foundation
In 1973, design director Norio Ohga drew the version of the Sony logo that is still in use
today. In order to mark the 35th anniversary of the company in 1981, there was
a proposal within Sony to introduce a new logo. As ideas flooded in from all over the
world, Ibuka decided that none of the designs were better than the Ohga original.
p. 7
1.1
Sony logo A logo is the central visual cue that we all use to
identify a brand. It is the symbol of a company’s
personality. Everywhere the logo shows up, it must
act and behave the same way so consumers
recognize us and can trust that the relationship
they are building is sound and secure.
The Sony logo is the heart and soul of this company.

Since 1973, it has stood f irm because of its timeless-
ness and careful stewardship.
It is our biggest asset and must constantly be given

protection and prominence. All communication must
stress Sony above all else.
foundation
p. 8
Sony logo
foundation
p. 9
Sony logo global guidelines
The Sony logotype should always be

displayed clearly and conspicuously.
The Sony logo should be displayed

against a carefully selected background
a
so its impact is not reduced. Leave ample
surrounding space (the isolation zone),
and do not display the logotype more
than once on the same surface. h
Isolation zone
The Sony logotype should be surrounded a
by ample black space. At the very least,
other elements must be kept out of the
isolation zone, as shown here.
a ‘a’ is greater than, or equal to, ‘h’ a

foundation
p. 10
Sony logo size and placement in print
2 x h
2 x h
1.25 x h
The Sony logo is always positioned in the top

right corner of the open frame. The size of the
open frame and the size of the Sony logo
are related as shown in the example above.
Following these rules will ensure complete

compliance with all Sony global guidelines
for the mandatory space restrictions around
the logo.
Always ensure that all key elements fall within

final trim and live areas when creating print
material. If this is not the case when guidelines
are followed, then please adjust artwork to fit.
For building guidelines see page 48.

foundation
p. 11
Sony logo size and placement online
2h
Because of limited screen real estate, Sony

advertising online is built in different propor-
tions than other Sony communication.
When building online ads, the essential

elements must remain in place: Sony logo,
open frame, Sony black, and the tagline.
For online guidelines, please refer to page 90.

foundation
p. 12
1.2
open The amazement of the Sony brand will come to life within
the open frame. Most of the communication that comes from
our competition looks and feels the same way because it
frame
uses full-bleed page layouts. The open frame creates an area
set apart from the page where product and message slide
onto the page seamlessly, inspiring people about how Sony’s
ingenuity and creativity can enrich their lives.
Sony VAIO® notebook frames your interface to the world of

information and communication. Sony Cyber-shot® camera
frames the pictures you are making. And Sony BRAVIA™ HDTV is
itself a single black frame, housing a world of visual excitement.
We use the open frame because it gives both prominence

to the Sony logo and captures the moment of discovery
for the viewer.
These guides should be followed where possible, however the

system is flexible and should be matched with best judgement
when creating communication pieces.
foundation
p. 13
open frame print
4.35 h 2h
How to build the open frame:

As a starting point we show the 2h
dimensions of the basic elements 4.35 h h
on a letter size: 8.5” x 11”
1.25 h
1. Determine the size of the Sony logo
The height of the logo is determined
by the height of the format. (For resizing
instructions see page 52 and 53).
h = height of Sony logo
h = 0.022 x height of format
In the letter format shown (8.5” x 11”)

h = 0.022 x 11”
h = 0.24” This zone inside the open frame contains: The relationship between the logo and the
images, copy or graphic elements. top right of the page remains constant. The
2. Determine the proportions of the same applies for the tagline in the bottom
open frame based on the size of the logo left of the page. In a double-page spread
as shown in this example. for example, only the middle is extended.
height of top bar: 4.35 x 0.24 = 1.04”
width of left bar: 4.35 x 0.24 = 1.04”
height of bottom bar: 5 x 0.24 = 1.2”
3. Use Sony black for the open frame

60c/50m/20y/100k
4. Place the Sony logo in the top right

corner of the open frame
2 x 0.24” = 0.48” from the top and
from the right edge of the paper
5. Place the tagline

positioning: halfway up the height of
the base of the open frame.
flush left from inside edge of open frame.
size: 0.5 x h (h = height of sony logo)
color: 47% black (0c/0m/0y/47k)
6. Bring the world of Sony to life inside the

finished frame.
7. Ensure that all key elements fall within final trim

and live areas when creating print material. If this 5xh
is not the case when guidelines are followed, then
please adjust artwork to fit.
foundation
p. 14
open frame online
27 18
px. px. 3h 2h
The instructions for building the 9 px. h

open frame to be used online are 9 px. 27 px. h 3h
slightly different form the instruc- 9 px. h
tions for printwork.
All three sides of the open frame

have the same thickness, and the
size remains the same in all online
executions. Which means that the
size of the Sony logo and the tag-
line remain the same as well.
The sizes are as follows:

thickness of the sides of the frame:
27 pixels
height of the Sony logo: 9 pixels
height of the tagline: 7 pixels
Most of the online executions will

be animated. In that case the
open frame should appear on the
first frame. On following frames
the left side could disappear. The
Sony logo is shown on the first
frame and on the last frame. The
tagline only appears on the last
frame.
0.8 h
7 px. 27 p x. 3h
Preferably use an animation
in a horizontal direction to empha-
size the idea of the open frame.
For building guidelines see

page 90.
foundation
“If the design of the product isn’t attractive, we don’t put the Sony logo on it.” (Ohga) regarding color were made. Black was chosen as the base of the original color palette. The
first product designed under Ohga’s direction was the TFM-110 FM radio, popularly known as
It wasn’t until Morita gave Ohga control of the product and advertising design teams, the ‘Eleven’. The combination of its shape with the black and silver color scheme resulted in
and put them under one roof called the Design Division, that deliberate decisions such excellent sales that Sony’s radio business was rejuvenated.
p. 15
1.3
Sony black Black continues to build the unique expression of Sony
as a brand. With this black, we create a cohesive
look for all the faces of Sony. This is the base color for
all manifestations of Sony communications and signals
technological excellence and elegance.
Sony black powerfully frames any image.

It is timeless, premium, and confident; it draws us into
the rich, engaging Sony world.
foundation
p. 16
Sony black
Sony black ensures the most focused home for

a white Sony logo. 60% cyan 50% magenta
CMYK is a subtractive color model used Colors may also be specified as an

in color printing. Sony black is built from RGB triplet in hexadecimal format (a hex
the following values: 60% cyan, 50% triplet); this six-digit alphanumeric code
magenta, 20% yellow, and 100% black. is used in HTML and CSS, and other com-
puting applications, to represent color.
The RGB color model is an additive The first two digits represent the red value,
model in which red, green, and blue the second two represent the green value,
are combined to reproduce other and the last two represent the blue value.
colors used on screen. The deepest Over 16 million colors can be represented
black is built from zero values for red, by this system. Sony black on screen
green, and blue. should have the hex triplet 000000.
Sony black
For newspaper print guidelines,

please refer to page 67.
0 red 0 green
20% yellow 100% black
0 blue
foundation
p. 17
1.4
taglines
foundation
p. 18
taglines
The ‘like.no.other’ tagline is always posi- reversed out of black.

tioned in the lower left corner of the open
frame.
Always use the correct artwork file rather

than simply typing it in.
Always use the tagline ‘The new way of

business’ in place of ‘like.no.other’ when
building business-to-business communi- x
cation.
Positioning: halfway up the height of the

base of the open frame. Flush left from
inside edge of open frame.
Size: 0.5 x h (h = height of Sony logo) x
Color: on coated paper 47% black

(0c/0m/0y/47k), on newsprint white
x
In December 1978, Ibuka said to Morita, “Don’t you think a stereo cassette player that you market by June, it will be a hit.” The room fell silent as the reality of such a demand sunk in.
can listen to while walking around is a good idea?” Two months later, Morita called Engineering miracles aside, how would they have the units ready to deliver in four months?
a meeting at Sony HQ of young electrical and mechanical design engineers, planners, But so they did. The Walkman ® was released just before summer vacation of that year.
and publicity people. He held up a model of the first ever portable music player and said, They had brought their skills together to create a truly unique and innovative Sony product
“This is the product that will satisfy young people who want to listen to music all day – they’ll yet again. It is with this same spirit in mind that we bring the brand building tools together
take it everywhere with them. If we put a playback-only headphone stereo like this on the to produce premium, iconic visual communication.
p. 19
2
building Tireless commitment and innovative creativity
enable us to continually lead in the technical industry.
We wish to inject this spirit into the tools we use to
tools
market Sony.
The basic tools are:

typography, color and photography.
building tools
After it was announced that President Eisenhower would be touring the Sony facilities follow Eisenhower, this little pamphlet found a wider audience, including The Wall Street
during his visit to Japan, Morita decided it was the right moment to design an English Journal. Most importantly, it gave prospective English-speaking customers better insights
pamphlet. It was the first time Sony had ever produced a company outline which intro- into what Sony was about.
duced the Sony spirit in English. Originally intended for the press that would inevitably
p. 20
2.1
typo- Typography creates a layer of information over
a text, giving it a feeling and purpose beyond the
meaning of the words themselves.
graphy
Simple, consistent typography improves the clarity
of the message and integrity of the brand, which
in turn builds a better design personality.
building tools
p. 21
identity typeface
So in the same way that we all have The strength and simplicity of the lines
individual personalities, each typeface
makes its own distinct statement.
All visual communication for Sony will
that compose this typeface affirm
the emotional connection that we wish
to establish with the consumer of
ITC Avant Garde
Medium abcdefg
be set with a typeface called ITC Avant
Garde, in three different weights: Book,
Medium, and Demi. In the sole instance
confidence and clarity.
When set in ITC Avant Garde, Sony

reverse-safe
ABCDEFG
of electronic use, we also employ ITC
Avant Garde Book Condensed.
text carries the simple confidence of
our brand personality. 12 3 4 5 67 8
ITC Avant Garde
Demi
abcdefg
reverse-safe
ABCDEFG
12 3 4 5 67 8
ITC Avant Garde
Book abcdefg
not to be reversed
ABCDEFG
12 3 4 5 678
ITC Avant Garde
Book Condensed
abcdefg
web use only
ABCDEFG
12 3 4 5 678
building tools
p. 22
headline typesetting
As a general rule, headlines should Capitalize the first word of a sentence. font: itc avant garde medium
be reversed out of a Sony black leading: 1.3 x type size
background. Never use all caps. letter spacing: 0/optical
word spacing: 80%
Never apply effects like drop shadow, color: black or white, never use color
or outlines. Ever. alignment: flush left / ragged right
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
12 3 4 5 67 8 9 0
! ? @ # $ ¥ £ % &*() { } []™ © ®
building tools
p. 23
diacritical marks
Quotation marks TM / ® -/–/—
Good typography requires extra attention When quotation marks begin a line (be Trademark and registration symbols The shortest of these is a hyphen. It should be
when dealing with diacritical marks. The it a headline or in the body copy), they should be superscripted. If it cannot be used to connect linked words and phrases.
following rules should work together to cre- should always be hung over the sideline done automatically, reduce the point If at all possible, avoid using them to break
ate clearly legible, beautiful looking copy. that defines the left justification. The first size of the type and raise the baseline a word at the end of a line.
letter inside the quotation mark should on which the mark sits. Never follow the
optically align with the letter starting the mark with a period. The second mark is called an en dash.
line below it. Always use correct quotation En dashes serve to connect numbers and,
marks, not an apostrophe. in Sony communication, we use them
to express strong grammatical breaks.
‘Not optically ‘Optically aligned

The longest mark is an em dash. (This dash
aligned with with the letter SXRDTM SXRDTM
is one em wide, or the width of the point size
the letter starting the line
of the type face.) We do not use this mark.
starting the line below it.’ Sony® Sony®
below it.’
Bullet points () $ @
Always use option + 8 (Mac) when inserting The ITC Avant Garde typeface sets the pa- When writing currency amounts, they The @ symbol should always be corrected
bullet points into a text. rentheses too low in its automatic mode. should always appear as indicated. There when it sits in copy. The most frequent
This is resolved simply by raising the paren- is no space between the dollar sign and occurrence is in an email address for con-
theses off the baseline until they sit evenly the amount. If it is a whole number, do not tact reference. The symbol should be slightly
above and below a lower case n. indicate the cents columns with zeroes. reduced in point size, raised off the baseline,
If it is not a whole number, indicate the and properly kerned to make the whole ad-
cents by superscripting them. Do not use dress clearly legible.
a decimal point. If the amount is one thou-
sand or over, separate the number using
standard commas.
$599
( These parentheses sit too low) cyber-shot@sony.com
$599 99
$5,999
( These parentheses sit correctly) cyber-shot @ sony.com
$5,49999
building tools
p. 24
headline treatment
Sony headlines appear here in

different type sizes, reversed out
of a Sony black background.
type size: 20 pt type size: 36 pt type size: 52 pt

leading: 1.1 x 20 = 22 pt leading: 1.1 x 36 = 39.6 pt leading: 1.1 x 52 = 57.2 pt
Always do
what has
Always do Always do
never been what has
done before.
(Ibuka) never been what has
done before. never been
(Ibuka)
done before.
(Ibuka)
building tools
p. 25
body copy
This is the text that dives into the details; The body copy should be font: itc avant garde medium
it must be readable and clear. reversed out of a Sony black leading: 1.3 x type size
If the consumer gets to this point, we background. letter spacing: 0/optical
have them considering purchase, and word spacing: 80%
looking for the truths of the product. color: black or white,
never use color
alignment: flush left/ragged right
Word spacing (Mac): command+alt /option+shift+J

leading: 1.3 x 7 = 9.1 pt leading: 1.3 x 9 = 11.7 pt leading: 1.3 x 12 = 15.6 pt
ITC Avant Garde In the late ’40s, Sony (then called Totsuko) was highly In the late ’40s, Sony (then called Totsuko) In the late ’40s, Sony (then called
concerned with careful packaging of its products.
Medium was highly concerned with careful packag- Totsuko) was highly concerned
Each of its products was individually packed in shock-
ing of its products. Each of its products was
absorbing shavings, and nailed shut in a wooden box.
with careful packaging of its
reverse-safe Totsuko actually conducted a physical shock test by re- individually packed in shock-absorbing
peatedly dropping a loaded package on the factory’s
shavings, and nailed shut in a wooden box. products. Each of its products
concrete floor, and photographing the insides to check
how well the product had withstood the shock each Totsuko actually conducted a physical was individually packed in shock-
time it was dropped. With this extra attention being paid
to the quality of the packaging, Totsuko’s reputation for
shock test by repeatedly dropping a loaded absorbing shavings, and nailed
excellence continued to spread. package on the factory’s concrete floor, shut in a wooden box. Totsuko
and photographing the insides to check
actually conducted a physical
ITC Avant Garde In the late ’40s, Sony (then called Totsuko) was highly In the late ’40s, Sony (then called Totsuko) In the late ’40s, Sony (then called
concerned with careful packaging of its products.
Demi was highly concerned with careful packag- Totsuko) was highly concerned with
Each of its products was individually packed in shock-
ing of its products. Each of its products was
absorbing shavings, and nailed shut in a wooden box.
careful packaging of its products.
reverse-safe Totsuko actually conducted a physical shock test by individually packed in shock-absorbing
repeatedly dropping a loaded package on the factory’s
shavings, and nailed shut in a wooden Each of its products was individually
concrete floor, and photographing the insides to check
how well the product had withstood the shock each box. Totsuko actually conducted a physical packed in shock-absorbing shav-
time it was dropped. With this extra attention being paid
to the quality of the packaging, Totsuko’s reputation for
shock test by repeatedly dropping a loaded ings, and nailed shut in a wooden
excellence continued to spread. package on the factory’s concrete floor, and box. Totsuko actually conducted
photographing the insides to check how well
the product had withstood the shock each
a physical shock test by repeatedly
dropping a loaded package on the
building tools
p. 26
body copy exceptions
If the body copy cannot be reversed font: itc avant garde book
out of Sony black, then it may be set in leading: 1.3 x type size
ITC Avant Garde Book. Legibility should letter spacing: 0 /optical
dictate usage in every case. word spacing: 80%
color: black
Spec sheets and information-heavy alignment: flush left/ragged right
web pages are potential candidates for
this treatment.

ITC Avant Garde Book The Sony advertising staff has long been involved in The Sony advertising staff has long been The Sony advertising staff has long
product planning so that product names, market-
involved in product planning so that product
ing slogans, and advertising strategies are created been involved in product planning so
not to be reversed in tandem with the products themselves. The name names, marketing slogans, and advertising
‘Walkman’ for instance, is a Sony product name that strategies are created in tandem with the that product names, marketing slo-
has become synonymous with personal headphone
stereos. Another example is ‘passport-sized’ which
products themselves. The name ‘Walkman’ gans, and advertising strategies are
for instance, is a Sony product name that
was used to promote Sony’s 8mm camcorder. This created in tandem with the products
camera was small enough to fit into a travel bag, and has become synonymous with personal
was marketed for use on holidays. headphone stereos. Another example is themselves. The name ‘Walkman’
‘passport-sized’ which was used to promote for instance, is a Sony product name
Sony’s 8mm camcorder. This camera was
that has become synonymous with
small enough to fit into a travel bag, and was
marketed for use on holidays. personal headphone stereos. Anoth-
er example is ‘passport-sized’ which
was used to promote Sony’s 8mm
camcorder. This camera was small
enough to fit into a travel bag, and
was marketed for use on holidays.
building tools
p. 27
body copy exceptions web use
If necessary, body copy on the web font: itc avant garde book condensed
can be set using ITC Avant Garde Book leading: 1.3 x type size
Condensed. This condensed typeface letter spacing: 0 /optical
takes up less of our very limited online word spacing: 80%
screen space. color: black
Use this typeface sparingly.
Never use it for headlines.

ITC Avant Garde The Sony advertising staff has long been involved in product plan- The Sony advertising staff has long been involved in prod- The Sony advertising staff has long been
ning so that product names, marketing slogans, and advertising
Book Condensed uct planning so that product names, marketing slogans,
strategies are created in tandem with the products themselves. involved in product planning so that product
The name ‘Walkman’ for instance, is a Sony product name that has and advertising strategies are created in tandem with the
not to be reversed become synonymous with personal headphone stereos. Another products themselves. The name ‘Walkman’ for instance, names, marketing slogans, and advertising
example is ‘passport-sized’ which was used to promote Sony’s 8mm
camcorder. This camera was small enough to fit into a travel bag, and
is a Sony product name that has become synonymous strategies are created in tandem with the
with personal headphone stereos. Another example is
was marketed for use on holidays. products themselves. The name ‘Walkman’
‘passport-sized’ which was used to promote Sony’s 8mm
camcorder. This camera was small enough to fit into a for instance, is a Sony product name that has
travel bag, and was marketed for use on holidays. become synonymous with personal headphone
stereos. Another example is ‘passport-sized’
which was used to promote Sony’s 8mm
camcorder. This camera was small enough to fit
into a travel bag, and was marketed for use on
holidays.
building tools
p. 28
call to action
Click Call Visit Execution
The URL functions as a call to action for the Phone numbers must be set for easy The naming of our store locations must, Always place these icons using the
reader to visit Sony’s online home. Here readability. We should carefully facilitate as with everything else, remain consistent artwork file provided. Scale them to at
they see and learn more about the Sony a consumer desire to speak with Sony. across the board. Each time a store least the size of and never smaller than
product line. It must therefore be given name is called for it should appear in the the point size of the body copy, and
particular care when being set in the copy. Always exclude the initial ‘1’ preceding following manner beginning with the name make the necessary text changes.
domestic long distance calls within of the store, followed by the location and
The URL will usually appear with body copy. the U.S. Always place the area code in separated by commas. For the icon, the action, directive and
When it does it should appear after one parentheses. colon, use the same color, matching
line break. It always appears in ITC Avant Sony Store, Virginia Beach, VA the accent color used. If the accent
Garde Demi in the same point size as the In the case of a correlating name in the color is too dark, use a lighter color for
body copy. phone number, it should be set letters first Otherwise the line should read as follows: the call to action that complements it.
followed by numbers in parentheses.
Never use the prefix http://www visit: your local Sony retailer
(866) 290-SONY (7669)
Always begin the URL with sony.com
followed by the appropriate suffix When there is no correlating name, set as
(for example sony.com/cyber-shot). follows with a dash separating the local
phone number.
(866) 290-7699
click: sony.com/cyber-shot click: sony.com/cyber-shot call: (866) 290-SONY (7669) visit: Sony Style
call: (866) 290-SONY (7669)
visit: your local Sony retailer
click: sony.com/cyber-shot call: (866) 290-SONY (7669) visit: Sony Style

building tools
p. 29
copyright information print
Legal copy must always appear at the Some executions require a daunting font: itc avant garde medium
bottom of the page, and flush left from amount of legal copy, but big blocks size: 5 pt, minimum
the open frame in print advertising. of text can make a beautiful texture leading: 1.3 x type size
Center single lines of legal copy in the if set to our standards. letter spacing: 0 /optical
space below the tagline. word spacing: 80%
color: 47% black on coated paper
white reversed out of black on newsprint
© 2007 Sony Electronics inc. All rights reserved. Reproduction in part or whole is prohibited without prior written consent by Sony. Sony, Cyber-shot and like.no.other are trademarks of Sony.
© 2007 Sony Electronics Inc. Reproduction in part or whole is prohibited without prior written consent by Sony. All rights reserved. Sony, SXRD, and Handycam are trademarks of Sony. Blu-ray Disc is a trademark. Offer valid on qualifying Sony product purchases over $399. Same as Cash offer
on approved Sony Financial Services credit card purchases. No Finance Charges if purchase paid in full before January 1 2009. If purchase is not paid in full or Account kept current, Finance Charges assessed from purchase date and Minimum Monthly Payments required. Standard Rate
21.99% APR. Default Rate 24.99% APR. Minimum Finance Charge $2. Certain rules apply to the allocation of payments and Finance Charges on your promotional purchase if you make more than one purchase on your Sony Financial Services credit card. Call 1-888-367-4310 or review your
cardholder agreement for information. Offer valid on qualifying Sony product purchases over $399. Same as Cash offer on approved Sony Financial Services credit card purchases. No Finance Charges if purchase paid in full before January 1 2009. If purchase is not paid in full or account kept
current, Finance Charges assessed from purchase date and Minimum Monthly Payments required. Standard Rate 21.99% APR. Default Rate 24.99% APR. Minimum Finance Charge $2. Certain rules apply to the allocation of payments and Finance Charges on your promotional purchase if you
make more than one purchase on your Sony Financial Services credit card. Call 1-888-367-4310 or review your cardholder agreement for information. Screen image simulated. Retailers set their own prices.
2 x h
building tools
p. 30
copyright information
If reversed out, always set in ITC Avant Garde Medium. font: itc avant garde medium
If not, ITC Avant Garde Book may be used. size: 5 pt, minimum
leading: 1.3 x type size
letter spacing: 0 /optical
word spacing: 80%
On coated paper:
ITC Avant Garde Medium, minimum type size of 5 pt, leading 6.5 pt, 47% black ITC Avant Garde Book, 5 pt, leading 6.5 pt
© 2007 Sony Electronics Inc. Reproduction in part or whole is prohibited without prior written consent by Sony. All rights reserved. Sony, SXRD, and Handycam © 2007 Sony Electronics Inc. Reproduction in part or whole is prohibited without prior written consent by Sony. All rights reserved. Sony, SXRD, and Handycam are
are trademarks of Sony. Blu-ray Disc is a trademark. Offer valid on qualifying Sony product purchases over $399. Same as Cash offer on approved Sony Financial trademarks of Sony. Blu-ray Disc is a trademark. Offer valid on qualifying Sony product purchases over $399. Same as Cash offer on approved Sony Financial Services
Services credit card purchases. No Finance Charges if purchase paid in full before January 1 2009. If purchase is not paid in full or Account kept current, Finance credit card purchases. No Finance Charges if purchase paid in full before January 1 2009. If purchase is not paid in full or Account kept current, Finance Charges
Charges assessed from purchase date and Minimum Monthly Payments required. Standard Rate 21.99% APR. Default Rate 24.99% APR. Minimum Finance Charge assessed from purchase date and Minimum Monthly Payments required. Standard Rate 21.99% APR. Default Rate 24.99% APR. Minimum Finance Charge $2. Certain
$2. Certain rules apply to the allocation of payments and Finance Charges on your promotional purchase if you make more than one purchase on your Sony rules apply to the allocation of payments and Finance Charges on your promotional purchase if you make more than one purchase on your Sony Financial Services
Financial Services credit card. Call 1-888-367-4310 or review your cardholder agreement for information. Offer valid on qualifying Sony product purchases over credit card. Call 1-888-367-4310 or review your cardholder agreement for information. Offer valid on qualifying Sony product purchases over $399. Same as Cash
$399. Same as Cash offer on approved Sony Financial Services credit card purchases. No Finance Charges if purchase paid in full before January 1 2009. If offer on approved Sony Financial Services credit card purchases. No Finance Charges if purchase paid in full before January 1 2009. If purchase is not paid in full or
purchase is not paid in full or Account kept current, Finance Charges assessed from purchase date and Minimum Monthly Payments required. Standard Rate Account kept current, Finance Charges assessed from purchase date and Minimum Monthly Payments required. Standard Rate 21.99% APR. Default Rate 24.99%
21.99% APR. Default Rate 24.99% APR. Minimum Finance Charge $2. Certain rules apply to the allocation of payments and Finance Charges on your promotional APR. Minimum Finance Charge $2. Certain rules apply to the allocation of payments and Finance Charges on your promotional purchase if you make more than one
purchase if you make more than one purchase on your Sony Financial Services credit card. Call 1-888-367-4310 or review your cardholder agreement for informa- purchase on your Sony Financial Services credit card. Call 1-888-367-4310 or review your cardholder agreement for information. Screen image simulated. Retailers
tion. Screen image simulated. Retailers set their own prices. set their own prices.
On newsprint:
ITC Avant Garde Medium, minimum type size of 6 pt, leading 7.8 pt,
white reversed out of black
© 2007 Sony Electronics Inc. Reproduction in part or whole is prohibited without prior written consent by Sony. All rights reserved.
Sony, SXRD, and Handycam are trademarks of Sony. Blu-ray Disc is a trademark. Offer valid on qualifying Sony product purchases
over $399. Same as Cash offer on approved Sony Financial Services credit card purchases. No Finance Charges if purchase paid in
full before January 1 2009. If purchase is not paid in full or Account kept current, Finance Charges assessed from purchase date and
Minimum Monthly Payments required. Standard Rate 21.99% APR. Default Rate 24.99% APR. Minimum Finance Charge $2. Certain rules
apply to the allocation of payments and Finance Charges on your promotional purchase if you make more than one purchase on
your Sony Financial Services credit card. Call 1-888-367-4310 or review your cardholder agreement for information. Offer valid on quali-
fying Sony product purchases over $399. Same as Cash offer on approved Sony Financial Services credit card purchases. No Finance
Charges if purchase paid in full before January 1 2009. If purchase is not paid in full or Account kept current, Finance Charges as-
sessed from purchase date and Minimum Monthly Payments required. Standard Rate 21.99% APR. Default Rate 24.99% APR. Minimum
Finance Charge $2. Certain rules apply to the allocation of payments and Finance Charges on your promotional purchase if you
make more than one purchase on your Sony Financial Services credit card. Call 1-888-367-4310 or review your cardholder agreement
for information. Screen image simulated. Retailers set their own prices.
building tools
p. 31
tone of voice
The most important thing to remember when

writing about products is that they should become
personal.
This means that we shouldn’t overuse Ensure to always use the correct and The best product copy is not flowery, When the language does have to in-
model numbers or technical language full name the first time the product is men- or trying too hard to sell. It’s more like clude technical details, they should be
when describing the product. tioned, for example: BRAVIA TM HDTV, or Sony an email to your friend – short, to the broken down into sensible parts, and not
Vaio® notebook and then afterwards only point, and interesting. Your friend has too cryptic. Bring the reader in on the
the first name, BRAVIA TM . Limiting the scien- a reasonable understanding of tech- logic of how the products work (and how
tific language releases products from the nology already – Sony never talks down they relate to each other).
realm of technology into the emotional to the consumer.
side of our lives.
The consumer will totally understand our

communication, once they buy the product.
They will start to sell the product to their friends.
And then they’re Sony for life.
building tools
p. 32
editorial treatment
The layout of newsletters and other Consider that Sony’s philosophy of simp- Never use more than one method of Reversed-out text should use ITC Avant
materials that have extensive Sony copy licity and our choice of typeface are built denoting hierarchy. A headline should Garde Medium as a rule. If it is not reversed
will require thoughtful creativity. There to provide a smooth and straightforward either be bolder or larger in type size than out, ITC Avant Garde Book may be appropri-
are headlines, subheads, pull-quotes reading experience. With this in mind, a subhead, not both. One signal will do. ate. Leave ample space in the document
and many other details to setting copy some guidelines for general editorial around blocks of text. Better to add more
on a page which need to be considered. treatments follow: Make deliberate decisions with punctua- pages or edit the text down, than to cram
Our hope is that, with a thorough working tion and diacritical marks. For instance, it in the available space.
knowledge of the guidelines in this book, Take care of clear typographic hierarchy. bullet points should be black round points,
the strategy and vision of Sony will come General rule: not stars or crosses, etc.
through your editorial treatment.
headline Always leave space around images.
subhead Text and image should never meet in
pull-quote layouts of this kind.
body
notes
legal
We have confidence that Sony’s brand stewards

(all of us) carry a good understanding of the
Sony vision and philosophy. The editorial treatment
of text-filled pages should simply reflect that
discernment and awareness.
building tools
Sony’s new color television model was tested in October 1967. After years of intense labor
and many sleepless nights, we stood back and watched as the incredibly bright screen
overflowed with dynamic color. Everyone could only stare at the screen in silent amazement
as Ibuka and top directors arrived breathless in the lab from running through the building.
The new Sony ® Trinitron ® TV had been born.
p. 33
2.2
color When we use color, we aim for maximum emotional
impact. The Sony color palette has been carefully
crafted to carry this emotional robustness into
functionally appealing design. Bringing color into
the world and enriching our emotional lives has long
been at the core of Sony.
building tools
p. 34
color palette
These are the approved values for

r 171 c 000 pms r 151 c 050 pms r 216 c 011 pms
use in all Sony communication. guacamole g 157 m 005 3985C
bluebell g 195 m 010 292C
pumpkin g 168 m 049 131C
They should not be used in big blocks b 013 y 100 b 230 y 000 b 015 y 095
or as full backgrounds, but rather as k 040 k 000 k 001
subtle highlights.
hex B1B134 hex 96B8DB hex DF8F2D

parrot g 207 m 000 381C
ocean g 164 m 000 cyan
sangria g 073 m 055 7524C
b 033 y 100 b 232 y 000 C b 054 y 060
k 000 k 000 k 027
hex BBD634
hex 00A4E8 hex B24F3F

green tea g 222 m 000 7492C
robin’s egg g 217 m 000 318C
crimson g 002 m 100 7427C
b 148 y 050 b 220 y 015 b 052 y 065
k 007 k 000 k 028
hex DBE3B6 hex A4DBDB hex B51F29
r 000 c 060 pms r 140 c 042 pms r 238 c 000 pms r 224 c 000 pms
Sony black m 050 black
moss g 168 m 000 557C
tweety g 193 m 025 123C
salmon g 163 m 045 177C
g 000
y 020 6C b 149 y 033 b 000 y 100 b 143 y 040
b 000
k 100 k 027 k 000 k 000
hex 000000 hex B2C8BD hex FDD666 hex F58268
r 137 c 050 pms r 000 c 100 pms r 220 c 000 pms r 218 c 000 pms
smoke m 040 430C
slate g 076 m 000 316C
cheeto g 144 m 050 144C
bubblegum g 143 m 055 211C
g 140
y 040 b 087 y 027 b 024 y 100 b 175 y 008
b 136
k 005 k 068 k 000 k 000
hex 7C8285 hex 165B65 hex DC9018 hex F4979C

stainless m 020 7543C
midnight g 139 m 008 5415C
tomato g 000 m 100 186C
g 196
y 030 b 164 y 000 b 049 y 080
b 180
k 000 k 040 k 000
hex BFBDB0 hex 697D99 hex E31A22

building tools
p. 35
color glow
A color glow is added to highlight and

romance the product. It must be the same
color as the chosen highlight color. The
glow spreads out from behind the product,
but should never dominate.
In layouts which feature multiple products,

only use the color glow on the featured
product (aka, the hero product).
building tools
p. 36
color glow
When choosing a color glow it’s important to match a color of the photography being
used, or complement the product color, so the Sony message is undeterred and focused.
Building guidelines for the glow can be found on page 57.
smoke moss robin’s egg sangria
stainless slate tweety

crimson
guacamole midnight salmon

cheeto
parrot tomato bubblegum

bluebell
ocean pumpkin
green tea
building tools
p. 37
color gradient
Color gradients are used in the

background – to build the shelf on
which the product sits – and must be
the same color as the product glow.
Building guidelines for the color gradient
can be found on page 58.
building tools
p. 38
color bar optional way to incorporate color
A single highlight color can be used to

draw attenion to a single headline through
the use of a color bar.
The color choice must match the other

colors in the images being used;
complement the dominant color from
the image or alternatively, try to closely
match a subtle color already there. The
color bar and glow/gradient must always
be the same color.
If used, a color bar should only ever

contain one line of text so that the
dominance of the Sony black
remains intact.
Always use 100% of the Sony color

from the palette.
If used, subhead type may be set in

the same color as the bar.
When the headline is set in a color bar,

indent the headline, URL, ‘like.no.other’
and legal lines by 50% of the headline’s
point size. For example a headline set
at 25 pt will equal a 12.5 pt indent from
the edge of the open frame.
The height of the color bar is determined �

��
��
by multiplying the headline’s point
size by 1.7. ��
��
The distance from the base of the
headline to the top of the color bar
is 1.2 x headline pointsize.
The distance from the base of headline
to the base of the color frame is 0.5 x ��
��
headline point size.

building tools
p. 39
color palette
If a color bar is used, the color of the

type inside it must always be black or
green tea robin’s egg crimson
white, and should be chosen according
to the examples shown here.
Sony black moss tweety salmon
smoke slate cheeto bubble gum
stainless midnight tomato
guacamole bluebell pumpkin
parrot ocean sangria

building tools
In April 1984, when Sony launched the High Definition Video System (HDVS), it received
rave reviews: “It’s like seeing a glossy color photograph.” The image quality was so high
that it could even be used to appraise fine arts such as paintings, and antique drawings.
“The scenery shown on the screen is so real that it’s like one is looking out a window.”
The new HD system had a richer color and more emotion than ever before. It’s this ethos
we take to our photography.
p. 40
2.3
photo- Sony photography is iconic and offers an
unexpected perspective through unique content,
lighting, focus, cropping, or composition.
graphy
Photography is crucial to the way we communicate.
Through a richness of color and emotion, it can truly
bring the amazement of Sony to life.
building tools
p. 41
photography
Sony lifestyle photography shows the

world we recognize, but in a unique way.
This perspective can derive from
a shift in the scale or composition; or
perhaps the camera uses an unexpected
and distinctive vantage point.
Color is a fundamental feature of many

Sony products and the rich experiences
they offer us. In all Sony photography
color should be vivid, sharp, focused
and set a specific mood. If the images are
black and white or desaturated, other
colors in the layout should be avoided.
building tools
p. 42
photography everyday
These are the images that we take at any

moment. They should be bright and full
of vibrant life – they capture the full nuance
of even the subtlest emotion.
building tools
p. 43
photography world
These images should pick out the beauty

of the natural environment. They should
always be texture-rich and explore the
widest range of color.
building tools
p. 44
photography urban/fashion
Urban and fashion images should have

good composition and color. They are
dramatic and should focus the viewer on
the precision and quality of details.
building tools
p. 45
photography interior
Interior shots are used specifically

to show the Sony product in the
environment in which they are used.
This photography should make the
products feel like part of the home
and our lives.
building tools
p. 46
photography screenfill
A screenfill is an image that replaces

the empty screen within a product shot.
These images should act in much the
same way as our product photography,
fresh and active.
The screenfill should cause the screen

itself to glow with life and make the
viewer curious to the experience waiting
to be unleashed from inside.
building tools
p. 47
photography product
Sony products need to look iconic, alive

and memorable – confident of their
distinct Sony personality and highlighting
the beauty of Sony design.
This is accomplished using light to reveal

the different materials and surfaces of
the product as well as framing the shots
to reveal key features or controls.
Each image should invest the product with

that ready-and-waiting feel that asks the
viewers to pick it up and start experiencing
what life with Sony is like.
The C-37A microphone made Sony a benchmark brand in audio recording. Perhaps the clincher was Frank Sinatra himself. Legend has it that when Sinatra did
not like what he heard played back after a recording session, he would walk out of
William Robinson, the chief recording engineer for Capitol Records and a man recog- the studio, leaving the record company to foot the bill for the day. This tended to
nized as one of the world’s foremost experts on recording technology described happen two or three times before he was satisfied, and re-recording was expensive.
Sony’s new microphone: “Never before have I seen such a wide frequency band, When studios introduced the C-37A, they would ‘get it in one take’, and Sinatra went
or such a smooth response in the upper range.” home happy every time.
p. 48
3
building These guidelines have been provided as a visual and
technical reference for the process of putting together
visual communication for Sony.
guidelines They have been carefully crafted to make sure

that when you’re building the pieces of the Sony brand,
you get it in one take.
building guidelines
p. 49
single-page advertisements
The lifestyle advertisement is built

to draw the reader into the world of
Sony by revealing to them some-
thing about how life with Sony feels,
��
or to explain a key product
attribute or benefit.
��
��
��
��
The product advertisement is built

to romance the Sony product itself.
These ads should integrate the
product in an aspirational way;
it should engage, seduce, and
inspire the consumer.
Here are two applications of body

copy in single-page advertise-
ments. Depending on where the
copy is placed, the image area
shifts accordingly. Regardless
of placement, the open frame
must be maintained.
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building guidelines
p. 50
double-page advertisements
The same rules apply to these double- Business-to-business

page spreads. More room does not mean Keep the Sony logo and the tagline in their The double-page spread on the right is
that we have to fill up all the space. Re- respective corners according to the specifi- Sony communication that goes straight
member that Sony black is filling up that cations given in the foundations section. from business-to-business.
space more powerfully than any additional
product shots or unnecessary graphic The size of the headline changes accord- It follows the same Sony visual brand strat-
elements. ing to its length. The open frame is main- egy that we use for business-to-consumer.
tained. Never run a headline across the
Keep it simple. Keep it focused. middle of a folded spread.
Build the double-page advertisement Note that in these examples, the product
according to the same guidelines as the and product glow appear in the lower right
single-page ad, bearing in mind the fold hand corner, within the open frame.
that will run down the middle of it.
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building guidelines
p. 51
execution open frame
4.35 h 2h
How to build the open frame:

As a starting point we show the 2h
dimensions of the basic elements 4.35 h
on a letter size: 8.5” x 11” h
1.25 h
1. Determine the size of the Sony logo
The height of the logo is determined
by the height of the format. (For resizing
instructions see page 52 and 53).
h = height of Sony logo
h = 0.022 x height of format
In the letter format shown (8.5” x 11”)

h = 0.022 x 11”
h = 0.24” This zone inside the open frame contains: The relationship between the logo and the
images, copy or graphic elements. top right of the page remains constant. The
2. Determine the proportions of the same applies for the tagline in the bottom
open frame based on the size of the logo left of the page. In a double-page spread
as shown in this example. for example, only the middle is extended.
height of top bar: 4.35 x 0.24 = 1.04”
width of left bar: 4.35 x 0.24 = 1.04”
height of bottom bar: 5 x 0.2 = 1.2”
3. Use Sony black for the open frame

60c/50m/20y/100k
4. Place the Sony logo in the top right

corner of the open frame
2 x 0.2” = 0.48” from the top and
from the right edge of the paper
5. Place the tagline

positioning: halfway up the height of
the base of the open frame.
flush left from inside edge of open frame.
size: 0.5 x h (h = height of sony logo)
color: 47% black (0c/0m/0y/47k)
6. Bring the world of Sony to life inside the

finished frame.
5xh
building guidelines
p. 52
execution resizing open frame
When resizing the open frame For sizes within the same
for print communication, use proportions as the letter
the dimensions of the letter size format. Scale up or
(8.5 x 11” ) as the reference. Scale down proportionately.
the letter format until it fits inside
the desired format, using the given
examples as guidelines. This will
properly set the width of the open
frame. Reconstruct the frame with
the resulting widths.
The relationship between the logo

and the top right of the page
remains constant. The same ap-
plies for the tagline in the bottom
left of the page.
Minimal size: 50% of the size of

the open frame on a letter size
For sizes with different
should be considered the minimal
proportions from the
size for printed versions.
letter format.
This means that the minimal height
Scale up proportion-
of the Sony logo is 0.1”
ately until you hit one
of the sides and extend
in horizontal or vertical
direction.
building guidelines
p. 53
execution resizing open frame
If the frame is wider than

8.5” but shorter than 11”
than simply adapt the
length of the sides of the
open frame.
If the frame is taller

than 11” but less wide
than 8.5” than simply
adapt the length of
the sides of the open
frame.
building guidelines
p. 54
execution product treatment step 1: grid
maximum product width
Open the supplied standard grid in

Photoshop which is 7x7 inches, divided
into half-inch segments. This gives you
a 14x14 square grid in the center of which
the product should be placed. See the
diagram for exact positioning guidelines.
product glow parameter
horizon line, color glow sits here 1
product sits here 2
product reflection gradient
product reflection gradient stops here 3
when building in Photoshop for web use:

gradient for background color starts here 4
building guidelines
p. 55
execution product treatment step 2: reflection
The reflection of all Sony With a rectangular product, like the Sony Blu-ray player for The Sony Cyber-shot ® requires a more involved reflection process
products can be achieved in example, the bottom of the player was not visible, so the top was because it has been photographed at an angle. The camera has
a number of different ways. duplicated and placed underneath to enhance the reflection to be taken apart piece by piece to build a proper reflection.
using perspective lines as an aid.
Note that the separate parts were either brushed and/or created
by the artist to create a correct visual reflection.
horizon line 1 1
product sits here 2 2
product reflection gradient
product reflection gradient stops here 3 3

building guidelines
p. 56
execution product treatment step 2: reflection
When building product reflections,

carefully consider the angle from
which the product shot was taken.
If it hasn’t been shot straight on,
then it will require additional
building. Often simply holding
the product above a mirror will
immediately clarify the details
to be worked out.
��
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building guidelines
p. 57
execution product treatment step 3: glow
Create a solid color adjustment layer with one color from Note:
the Sony palette. the product glow may be reduced to accomodate
Use the radial gradient tool (black > transparent), a shorter object such as the Blu-ray player as shown.
so that the gradient or ‘glow’ fills the parameter indicated The glow may not be raised.
on the grid in the diagram.
Invert the radial gradient on the adjustment layer. The outer
edge of the glow should be contained by the grid.
Mask out the glow below the horizon line in the adjustment layer.
3
building guidelines
p. 58
execution product treatment step 4: create gradient, place product
Place your photoshop document in Fill the space that will hold the product Place the product image with its glow
InDesign. with a gradation of Sony black to the in the resulting gradient field.
glow color as shown below.
building guidelines
p. 59
execution single-page lifestyle advertisement
4.35 h
4.35 h
h
Headline
font: ITC Avant Garde Medium
type size: in this example, 25 pt
word spacing: 80%
letter spacing: 0/optical
Body copy
( in this example, 7 x 1.3 = 9 pt )
word spacing: 80%
Lifestyle image
maximum 15 words per line Fills available space.
URL
font: ITC Avant Garde Demi Product image
type size: same point size as copy ‘Ocean’ used from Sony palette as glow color,
positioning: The URL should as it compliments the color of the lifestyle image.
puncuate the body copy.
Product logotype
The product name is called out in the URL and in
the body copy, therefore there is no need to use the
product logotype.
Black area
1.3 x headline point size
�� This black area houses the headline, the body
1 x headline point size copy and the product shot. To ensure enough
�� ≥ 6.25 h space for the product shot, the minimum height
��
��
��
is 6.25 x h (in this example, 6.25 x 0.2 = 1.5”).
The amount and point size of copy may cause
this area to become higher.
5h
��
building guidelines
p. 60
execution single-page lifestyle advertisement with multiple lines of copyright information
4.35 h
4.35 h
h
Copyright information
word spacing: 80%
Black area
�� This black area houses the headline, the body
1 x headline point size copy and the product shot. To ensure enough
�� ≥ 6.25 h space for the product shot, the minimum height
��
��
��
is 6.25 x h (in this example, 6.25 x 0.2 = 1.5”).
��
��
�� In this case the black area is measured from the
��
��
��
top of the x-height of the first line of the legal
copy. The amount and point size of copy may
��
��
��
cause this area to become higher.
5h
��
building guidelines
p. 61
execution single-page product advertisement
4.35 h
4.35 h
h
Headline
word spacing: 80%
Body copy
(in this example, 7 x 1.3 = 9 pt )
word spacing: 80% Product image
letter spacing: 0/optical Glow added to highlight product.
(In this case the lens is tinted with the same color).
Maximum 15 words per line.
Body copy sits on the top edge

Product logotype
of the base of the open frame.
When clearly visible as in this example
there is no need to show it elsewhere.
URL
font: ITC Avant Garde Demi
type size: same point size as copy Color gradient
positioning: The URL should Same color as product glow.
puncuate the body copy. Built in InDesign – location slider at 13%.
�� 1.2 x headline point size
��
��
��
��
5h
��
building guidelines
p. 62
execution single-page product advertisement with a multiple headline
4.35 h 4.35 h
4.35 h
h
��
Big headline ��
leading: 1.1 x type size ��
word spacing: 80% ��
��
��
��
��
��
��
�� Multiple line heading

�� font: ITC Avant Garde Medium
��
��
��
word spacing: 80%
5 h
��
building guidelines
p. 63
reference single-page advertisements

Here is a reference guide illustrating the flexibility of the
system when building single-page advertisements for
consumer and business-to-business communication.
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Fit 80 books in your carry-on. ��

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more with a removable memory card*. So now, you can travel with ��
your favorite books without having to check them at the gate. ��
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With purchase and registration by 4/30/07**
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©2007 Sony Electronics Inc. Reproduction in part or whole is prohibited without prior written consent by Sony. All rights reserved. Sony and the Sony logo are trademarks of Sony Electronics Inc. ��
�� CONNECT is a trademark of Sony Corporation and Sony Corporation of America. Requires a PC with Microsoft ® Windows ® XP Operating System.*Based on average un-illustrated eBook file size of 800
kilobytes. Actual file sizes may vary by electronic book title. Compatible with Memory Stick® media or SD Memory Card. Sold separately. **Offer good for $50 credit toward purchase at CONNECT™
eBooks. Registration for CONNECT eBooks and authorization of Sony® Reader required between 3/01/07 and 4/30/07. Must redeem credit by 5/31/07. Registration requires download of software and
acceptance of terms. Must be a U.S. Resident, 13 years old or older. Limit one (1) credit per Sony Reader device. For full terms and system requirements, visit www.ebooks.connect.com/$50. Non-metric
weights and measures are approximate and may vary.
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building guidelines
p. 64
reference single-page business-to-business advertisements
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building guidelines
p. 65
reference double-page advertisements
Here is a reference guide

illustrating the flexibility of the
system when building double-
page advertisements.
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building guidelines
p. 66
reference double-page business-to-business advertisements
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building tools
p. 67
newspapers
The technical restrictions for printing on news- We are currently working through all font: itc avant garde medium
print require a slightly different approach. black and white issues in newspaper. At size: 6 pt, minimum
press time, please contact SEL US Corpo- leading: 1.3 x type size
The open frame should be built out of only rate marketing for more information. letter spacing: 0/optical
100% black for newspaper publications. word spacing: 80%
This way we can always guarantee that The minimum typesize for legal copy color: white reversed out of black
the headline, body copy and legal lines is 6 pt on a leading of 7.8 pt. the type alignment: flush left/ragged right
are legible. is reversed white out of black.
We recommend the use of either a light

background or lifstyle image within the open
frame. Please refrain from using dark back-
grounds behind products.
ITC Avant Garde Medium, 6 pt, leading 7.8 pt
© 2007 Sony Electronics Inc. Reproduction in part or whole is prohibited without prior written consent by Sony. All rights reserved. Sony, SXRD, and Handycam are trademarks of Sony. Blu-ray Disc is a trademark. Offer valid on qualifying Sony product purchases over $399. Same as
Cash offer on approved Sony Financial Services credit card purchases. No Finance Charges if purchase paid in full before January 1 2009. If purchase is not paid in full or Account kept current, Finance Charges assessed from purchase date and Minimum Monthly Payments required.
Standard Rate 21.99% APR. Default Rate 24.99% APR. Minimum Finance Charge $2. Certain rules apply to the allocation of payments and Finance Charges on your promotional purchase if you make more than one purchase on your Sony Financial Services credit card. Call 1-888-367-
4310 or review your cardholder agreement for information. Offer valid on qualifying Sony product purchases over $399. Same as Cash offer on approved Sony Financial Services credit card purchases. No Finance Charges if purchase paid in full before January 1 2009. If purchase
is not paid in full or account kept current, Finance Charges assessed from purchase date and Minimum Monthly Payments required. Standard Rate 21.99% APR. Default Rate 24.99% APR. Minimum Finance Charge $2. Certain rules apply to the allocation of payments and Finance
Charges on your promotional purchase if you make more than one purchase on your Sony Financial Services credit card. Call 1-888-367-4310 or review your cardholder agreement for information. Screen image simulated. Retailers set their own prices.
building tools
p. 68
newspapers
The tagline should be white reversed

out of black.
Do not use the Sony colors Smoke or

Stainless for glows behind products
in newspaper ads.
Note: make sure to place product shots

on a transparent background. Do not
import an image with a background.
�� Fit 80 books in your carry-on.

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�� more with a removable memory card*. So now, you can travel with
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�� ©2007 Sony Electronics Inc. Reproduction in part or whole is prohibited without prior written consent by Sony. All rights reserved. Sony and the Sony logo are trademarks of Sony Electronics Inc.
�� CONNECT is a trademark of Sony Corporation and Sony Corporation of America. Requires a PC with Microsoft ® Windows ® XP Operating System.*Based on average un-illustrated eBook file size of 800
�� kilobytes. Actual file sizes may vary by electronic book title. Compatible with Memory Stick® media or SD Memory Card. Sold separately. **Offer good for $50 credit toward purchase at CONNECT™
�� eBooks. Registration for CONNECT eBooks and authorization of Sony® Reader required between 3/01/07 and 4/30/07. Must redeem credit by 5/31/07. Registration requires download of software and
�� acceptance of terms. Must be a U.S. Resident, 13 years old or older. Limit one (1) credit per Sony Reader device. For full terms and system requirements, visit www.ebooks.connect.com/$50. Non-metric
weights and measures are approximate and may vary.
��
On coated paper: On newsprint:

copyright information: minimum type size 5 pt, copyright information: minimum type size 6 pt,
leading 6.5 pt, 47% black leading 7.8 pt, white reversed out of black
building guidelines
p. 69
special formats
When the Sony advertisement is split by Only use the Sony logo and like.no.other
content from a publication (1 page + 1/3 one time each across the whole spread.
page media buy), there are guidelines to If used, align the color bar or gradient
follow, as illustrated. It is best to visualize the exactly, so as to visually link the two pieces
pages as one spread; all devices should of the advertisment.
be used to create the feeling of a cohesive
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foreign content.
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building guidelines
p. 70
special formats brochures
When building brochures, the idea

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building guidelines
p. 71
special formats free-standing insert
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building guidelines
p. 72
product logos
When using product logos, At retail, it may be necessary to

remember that we are building use the product logo as the con-
the master brand above all and sumer, at this point, is potentially
in doing so, all the sub-brands seeking a specific product. In
will benefit. this case, use the logo with both
focus and restraint.
For example, if the product
pictured is a Cyber-shot ® camera If used, it must be in white or
which clearly displays the Sony black.
Cyber-shot ® logo, then it does not
need to appear anywhere else It must be smaller than the
in the layout. It needs no separate Sony logo.
emphasis and should only be
called out once. The logo must be aligned with the
x-height of the first line of text and
Only the Sony logo may appear to the right side of the Sony logo.
more than once in a layout as The product logo should never be
it will always be in the upper right larger than the Sony logo.
corner, and will usually appear on
the product (if featured) as well.
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Here the product logotype is clearly visible on the In this instance, the product logotype is not clearly
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There is no need to feature it. the communication.
building guidelines
p. 73
technology logos
Technology logos are used to lay special

emphasis on technological enhance-
ments used by a product which makes
it stand out from the rest of the field.
These logos should not be overused.

A technology that indeed deserves calling
out with its own logo should be logically
and clearly explained in the body copy.
When used, they should appear in the
lower right corner of the open frame,
and must never be shown larger than
the Sony logo.
A technology logo must be placed flush

right with the Sony logo, and placed in line
with the tagline.
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h = height of Sony logo width may not exceed 2.5 x h

width of Sony logo
1.7 x h
1.7 x h
building guidelines
p. 74
retail & partner logos

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communication. In��
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is 0.8” high. The logos themselves have a maximum
height of 0.4”.
Logos in the black bar should have sufficient space

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building guidelines
p. 75
Microsoft/Intel logos
Our relationship with Intel and Microsoft, whose tech-

nology plays an integral role in many of our products,
requires us to communicate together. Therefore, we treat
the inclusion of their logotypes in a unique fashion. ��
The Microsoft and Intel guidelines have been adhered

to, ensuring the appropriate free space around the
logos.
Our partners’ space is separated at the foot of the page

by a single white rule from the Sony open frame.
Partnership area: Sony black

Seperating rule: thickness: 0.5pt, color: white
Please refer to Microsoft and Intel guidelines when using

their third-party logos.
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In 1954, the first Sony plant was established. The duties of that first working day in the new flooded rice paddies. The roads were, at best, footpaths between fields. At night it
plant consisted of weeding, sweeping, washing windows, and unpacking. The staff, now was pitch dark, and one false step would land them in muddy water. When the plant
numbering 27, was truly starting from scratch. Their next task was the purchase of 27 pairs came into full operation in June, neighbors in those rustic parts were astonished at
of rubber boots. The factory was surrounded on all sides by fields, some of which were the brightness of its fluorescent lights – by the presence of Sony.
p. 76
4
environ- In all environments, the Sony personality should
shine. We must ensure that we stand out from
the rest. Sony should stop people in their tracks.
ments
Sony deals in awe.
environments
splendor, the company commissioned designs from four leading sign makers in Japan, final-
Morita’s home movies of the neon lights and billboards of Broadway were the inspiration ly settling on one which would weigh in at 2.5 tons, and measure 32 by 35.5 feet. The lighting
behind Sony’s first neon sign. Each was striking in its own way: the famous Camel sign, with ceremony took place on a freezing evening in December 1957. The assembled employees
its smoker puffing out perfect smoke rings; Pepsi Cola’s showpiece, with its hundreds of thou- waited, wrapped in blankets, to see the sign illuminated. At 5:01 p.m. Ibuka threw the switch,
sands of lights; and Admiral TV’s news flashes, to name a few. Resolving to match these in the neon Sony sign sparkled against the evening sky, and the world of Sony retail came to life.
p. 77
4.1
retail Sony must build a cohesive visual language
at retail. As noise levels increase, less is more.
The way into the consumer’s mind is through
clarity, focus, and simplicity.
environments
p. 78
in-store
Sony must present a unified personality to For this reason all the communication For smaller ‘up close’ items, the use of dark In production, whenever possible, retail
the public. Nowhere is this more important materials being used must command colors inside of the open frame should be communication should use a spot varnish
than at retail where a consumer is totally attention and deliver clear answers. limited due to the density of copy. or similar technique to make key elements
immersed in a relational experiece with This could be Sony-specific news that stand out and catch the light.
Sony, be it learning, exploring, or ready will peak the interest of the consumer Copy-heavy materials should use black
to purchase. or smart headlines in a confident type on a light background. The base color
presentation. should still be used, but the glow or gradi-
ent intensity should be increased so the
Overall the materials must sell Sony edges (near the open frame) still remain
specifically, not the general category the darkest.
and should be integrated with all other
communication materials.
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Handycam Endcap
endcap, 36 x 12”
environments
p. 79
in-store
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Handycam Poster
shelftalker, 8 x 4” poster, 22 x 28”
environments
p. 80
retailer templates
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4 x 4” 4 x 4” 3.75 x 5”
environments
p. 81
Sony Style
The Sony Style store is the one

36” x 36”
place where we can truly expect 40” x 60” 40.75” x 60.75” 11” x 14” 112” x 113”
a unique, fully immersive Sony
point of purchase window display poster
experience for the consumer. promotional
The richness of such a learning and informational
experience should be fully poster
captured by the visual display interior graphic

set up in these stores. poster: valance
The major difference for this Sony

interior graphic
communication is that, in each interior graphic
poster: wall column poster: event island
instance, the Sony logo should be
replaced with the Sony Style logo.
Relative scale dimensions are

shown here from various settings
in our flagship stores.
214” x 99” 24” x 90” 48” x 90”
‘what’s hot’ area banners feature banner
atrium window display

environments
p. 82
Sony Style
atrium window display

size: 214” x 99”
environments
p. 83
Sony Style
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window display posters

size: 112” x 113”
environments
p. 84
Sony Style
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interior graphic posters: event islands interior graphic posters: wall columns
size: 40.75” x 60.75” size: 40” x 60”
environments
p. 85
Sony Style
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point of purchase promotional and informational posters

size: 11” x 14”
environments
p. 86
Sony Style
‘what’s hot’ area banners

size: 24” x 90” – 3 x
environments
p. 87
Sony Style
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feature banners
size: 48” x 90”
environments
p. 88
packaging
Sony packaging should speak to The technology should be clearly The open frame and chosen Sony
the unique experience of buying, explained with simple typesetting highlight color should be used to
owning, and using Sony products. on one side of the package. All create a singular feeling to the de-
The package should be designed body copy should be housed in sign. The box should look and feel ��
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such that the consumer leaves the the same section, and become the like a single design from any angle. ��
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to make a beautiful block of infor-

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environments
p. 89
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In 1956, the year of Sony’s 10th anniversary, Sony employed 490 workers. Less than five When Ibuka and the others established Sony, their strongest resources were their insatiable
years later, this figure had jumped to 3,703. At the event commemorating Sony’s 14th curiosity and their resolve. Sony had grown and prospered through a spirit of unity and co-
anniversary, Ibuka noted, “I’ll have to admit that Sony has grown. Today, as I passed operation that took root in their ideal of strength in solidarity and innovation.
the reception desk, the receptionist asked me if I had an entrance pass. Please try to
remember me... I’m Ibuka, the president.”
p. 90
4.2
online Online is where Sony can establish a unique dialogue
with consumers. They are coming to Sony’s home on the
web armed with questions and interest, ready to explore
the world of Sony. This is an opportunity to build a long-term
relationship by answering those questions in the best possi-
ble way and intriguing them through the richness and many
opportunities Sony’s extensive product range presents.
Inspire them to discover and learn so that they will come

back, again and again.
environments
p. 91
execution open frame
Sony’s online retail presence is a vital piece Rectangle and Popups Banners and Buttons Skyscrapers
of our communication strategy. Exceptions to
the visual guidelines are made to accomo- 300 x 250 - (Medium Rectangle) 468 x 60 - (Full Banner) 160 x 600 - (Wide Skyscraper)
date the restrictions presented by the web. 250 x 250 - (Square Pop-Up) 234 x 60 - (Half Banner) 120 x 600 - (Skyscraper)
While all the foundational elements must be 240 x 400 - (Vertical Rectangle) 88 x 31 - (Micro Bar) 300 x 600 - (Half Page Ad)
included, their shape, size and relationship 336 x 280 - (Large Rectangle) 120 x 90 - (Button 1)
to one another are slightly different form the 180 x 150 - (Rectangle) 120 x 60 - (Button 2)
print executions. 120 x 240 - (Vertical Banner)
125 x 125 - (Square Button)
The most common formats and solutions are 728 x 90 - (Leaderboard)
presented here as a quick reference.
square pop-up (250 x 250 pixels) a possible sequence in three steps, shown here at 80% of the actual size.
Animated copy runs here. Uptat exer sed mod min ulluptatem. Luptatue Learn more.
ea feugue molore dolor odolobor.
www.sony.com⁄cybershot
environments
p. 92
execution
27 18
px. px.
All three sides of the open frame have the same 9 px.
thickness, and the size remains the same in all 9 px. 27 px.
online executions. Which means that the size of the 9 px.
Sony logo and the tagline remain the same as well.
The sizes are as follows:

thickness of the sides of the frame: 27 pixels
height of the Sony logo: 9 pixels
height of the tagline: 7 pixels
Most of the online executions will be animated.

In that case the open frame should appear on the
first frame. On the next frames the left side could
disappear. The Sony logo is shown on the first frame
and on the last frame. The tagline only appears on
the last frame.
Preferably use an animation in a horizontal direc-
tion to emphasize the idea of the open frame.
font: itc avant garde medium Animated copy could run The height of the black space between the
image and the bottom side of the open frame
size: 10 pt, minimum is determined by the leading of the type:
leading:
letter spacing:
1.3 x type size
0
here. Lore venis et iuscilisis. in this case:
type size: 16 pt
word spacing: 80% leading: 1.3 x 16 = 20.8 pt
color: white reversed out of black
alignment: flush left / ragged right 7 px. 27 px.
square pop-up (250 x 250 px.), shown here at 150% of the actual size.
environments
p. 93
execution advertising online
all images shown on this page and the next page are at 80% of the actual size.
Animated copy could run here.

Volobortie faccum nulla feuis dolor inim.
leader board (728 x 90 px.) button 1 (120 x 90 px.)
Note:
When there is no space to show all three sides
Animated copy could run here. of the open frame in a horizontal execution,
delete the bottom side (with the tagline) and
keep the top and left side.
full banner (468 x 60 px.)
Animated copy could run here.

Re dolortin utat.
Quam zzrilit de iqui smodips us. Uptat exer sed
mod min ulluptatem. Luptatue ea feugue mo-
lore dolor iriusto odolobor adiat iure dignim eu
Animated copy could run here. Re dolortin utat faccum volore dolum do odolut velis nullam
Note: dipismod modiat pratie volor ip er sismodolore
wisciliscil ute elis aliquam zzrilit deliqui smodi us.
Animated copy could run here. Color bar is the same tio odo do od tis dionsequisl do od eros eumsan
height as the sides
of the open frame:
27 pixels
medium rectangle (300 x 250 px.) large rectangle (336 x 280 px.) vertical rectangle (240 x 400 px.)
environments
p. 94
execution
Note:
Shown here are
two examples of
skyscraper ban-
ners in which the
open frame only
runs top and
bottom to
optimize the
space for the
images.
Note:
The first base-
line of body
copy in each
frame should
align.
Animated copy could run

here. Re dolortin utat wiscili Animated copy Re dolortin utat wiscili cil Animated copy Animated
cil ute elis. Ortin utat yes. could run here. ute elis aliquam zzrilit de
iqui smodips us. Uptat
Note:
The first base- could run here. copy could
Re dolortin utat run here. Re
Quam zzrilit de iqui smodips us. Uptat exer sed
exer Nostrud modo- line of body Re dolortin utat
mod min ulluptatem. Luptatue ea feugue molore wiscili cil ute elis lorem in veros etueriliqui copy in each dolortin utat
dolor iriusto odolobor adiat iure dignim eu faccum aliquam zzrilit de
tat. Ut alissi.Magna feum frame should wiscili cil ute elis wiscili cil ute
zzril utat volorem ilit, align.
volore dolum do odolut velis nullam dipismod mo-
iqui smodips us. con hent ute tie con ea aliquam zzrilit elis aliquam
diat pratie volor ip er sismodolore tio odo do od tis
dionsequisl do od eros eumsan vel eliquat luptatie Uptat exer sed coreet nulla. de iqui smodips zzrilit de iqui
feugiam doluptatie venim do odoloreet venis nisi.
Exeros am digna feugait ut augait, commy num.
mod min ullupt. sony.com⁄handycam us mod min. smodips us.
half page ad (240 x 400 px.) wide sky scraper (160 x 600 px.), showing a possible sequence in two steps. wide skyscraper (160 x 600 px.) skyscraper (120 x 600 px.)
environments
p. 95
web templates
Web templates are also a unique form The logo should always where possible The Avante Garde typeface should be pages, the type should be set in black
of Sony communication that needs be placed on the right side of the up- used whenever possible, for example on a white background. In e-commerce,
special attention. As the open frame per black bar just as in print materials. with Flash or other graphical text elements. product listings, products can be presented
will not work in all browsers, the In HTML pages, where the logo might For HTML text, a sans serif font such as the against a white background.
requirement for its use is by using it be cropped by the user’s screen, the Arial or Helvetica combination should be
only at the top and bottom (in es- logo may be placed on the left. substituted. In the merchandising and advertising lay-
sence a frame open on both sides). outs, the product treatment should support
These bars at the top and bottom are For readability, text-heavy pages The pages should always keep a black the color glow, and reflection guidelines
necessary to house and distinguish should not have white text reversed out background when used for merchandis- outlined by Sony print work.
the Sony logo and Sony tagline. of a black background. For ing and advertising purposes. Link/button
example, dense online learning text color should match or complement For consistency, web pages should optimize
articles should be treated with black the color of the glow and otherwise must for 1024 x 768 screen size.
text on a white background. remain white. Once again, on text-heavy
environments
p. 96
web templates
environments
p. 97
email templates
Sony email communication should

look and feel like a Sony home, as it
may be the first time the recipient has
a visual experience of our brand.
In addition to this, over 25% of our
recipients receive their email in
a preview pane; because of this
restriction, email has special guide-
lines which should be followed.
In this case only, the Sony logo is

placed on the left of the communi-
cation, rather than on the right. We
must guarantee that the logo is not
cut out of the preview pane.
The open frame still exists but without

the left bar. It appears at the bottom
of the email communication,
complete with the tagline.
It is recommended that black type

on a white background be used, with
the exception of the Sony logo and
tagline, which must always be
reversed out of Sony black.
environments
The world gasped in wonder at the picture quality of the new machine, and Kihara
answered by simply, ‘Technology does not abide by common sense.
Our goal is to break down ideas people have come to accept as common sense.’
p. 98
4.3
tv/film
environments
p. 99
tv/film
At the end of a commercial, video, or other screen– Even though television commercials and
based medium with an ending, display the Sony promotional videos convey a wide range
logotype for several seconds in the center of the of messages, it is important to make a strong,
screen, in the correct form, and in a single color. consistent impression at the end.
This should always be white out of solid This should be a still close-up of the Sony
Sony black. logotype, without other elements.
��
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p. 100
‘Creativity requires human thought,

spontaneous intuition, and a lot of courage.’
Akio Morita

Sony

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Sony Electronics USA Brand Identity Guidelines

These guidelines were created to build a consistent

If it’s not Sony,

building guidelines single-page p. 49

building a foundation 1.1 Sony logo p. 07

2.1 typography p. 20 environments 4.1 retail p. 77

Smart, but not intellectual. Conﬁdent, but not

The Sony logo is the heart and soul of this company.

It is our biggest asset and must constantly be given

Sony logo global guidelines

The Sony logotype should always be

The Sony logo should be displayed

a ‘a’ is greater than, or equal to, ‘h’ a

Sony logo size and placement in print

The Sony logo is always positioned in the top

Following these rules will ensure complete

Always ensure that all key elements fall within

For building guidelines see page 48.

Sony logo size and placement online

Because of limited screen real estate, Sony

When building online ads, the essential

For online guidelines, please refer to page 90.

Sony VAIO® notebook frames your interface to the world of

We use the open frame because it gives both prominence

These guides should be followed where possible, however the

open frame print

How to build the open frame:

In the letter format shown (8.5” x 11”)

3. Use Sony black for the open frame

4. Place the Sony logo in the top right

5. Place the tagline

6. Bring the world of Sony to life inside the

7. Ensure that all key elements fall within ﬁnal trim

open frame online

The instructions for building the 9 px. h

All three sides of the open frame

The sizes are as follows:

Most of the online executions will

For building guidelines see

Sony black powerfully frames any image.

Sony black ensures the most focused home for

CMYK is a subtractive color model used Colors may also be speciﬁed as an

For newspaper print guidelines,

20% yellow 100% black

The ‘like.no.other’ tagline is always posi- reversed out of black.

Always use the correct artwork ﬁle rather

Always use the tagline ‘The new way of

Positioning: halfway up the height of the

Size: 0.5 x h (h = height of Sony logo) x

Color: on coated paper 47% black

The basic tools are:

When set in ITC Avant Garde, Sony

Quotation marks TM / ® -/–/—

‘Not optically ‘Optically aligned

Sony headlines appear here in

type size: 20 pt type size: 36 pt type size: 52 pt

Word spacing (Mac): command+alt /option+shift+J

type size: 7 pt type size: 9 pt type size: 12 pt

body copy exceptions

type size: 7 pt type size: 9 pt type size: 12 pt