Electrolux
Master Brand Framework
伊莱克斯主要的品牌框架
“What is Electrolux?”
“什么是伊莱克斯?”
“What makes Electrolux Electrolux?”
“什么使伊莱克斯伊莱克斯化?”
Brand definitions
品牌定义
Verbal 言辞上
Brand Pyramid 品牌金字塔
Brand Dictionary 品牌释义
Brand Promise 品牌承诺
Brand Essence 品牌实质
Visual 形象、视觉上
Brand Attitude 品牌观念
Visual Language 形象的语言
Brand Design Policy 品牌设计原则
Brand Pyramid – common and tailored componets
品牌金字塔 – 共性与特色（全球化与本土化）要素的结合
Brand Character
- same for all
sectors/
geographies
品牌特征
- 各地域相同
Brand Claim
tailored by
sector/geography
品牌宣传
各地各自设计
Brand Support
tailored by
sector/geography
品牌支持
各地各自制作
feature 特色
Function 功能
Reward 回馈
values价值
personality个性
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Electrolux Brand Pyramid
伊莱克斯品牌金字塔
Electrolux Brand Dictionary
伊莱克斯品牌解释
Electrolux master brand promise伊莱克斯主要的品牌承诺
For people who welcome change and seek harmony, modern knowledgeable Electrolux offers intelligent solutions that make people’s personal and professional lives easier and more enjoyable.
对于接受变化和寻找和谐、现代化知识的人们，伊莱克斯提供他们智能化的方式来使他们个人的和专业的生活更便捷和愉快
Electrolux Brand Essence
伊莱克斯品牌实质
The core of the Brand Promise, Brand Essence is the innermost vital center of the Brand Pyramid. 品牌承诺和品牌实质的核心是品牌金字塔最深处最至关重要的部份。
The Brand Essence is the essential relevant and differentiating idea that will create and reinforce Brand Loyalty.
品牌实质是指必不可少的能创造及增强品牌忠诚度的一些相关联以及有差异的想法
“Innovative trusted solutions for easier and more enjoyable life”
“创新可信的设计，更便捷舒适的生活”
Master Brand Attitude
主要品牌观念
Non-verbal elements that guide 非言辞因素指导
creative expression of Brand Character (seen, sensed, understood, heard, felt)品牌特征创造性表达 (看到的,感受到的, 可理解的，听到的，知觉的）
tonality for all contact points
各联系点的协调性
Elaborates Visual Language and Brand Design Policy verbally beyond bullets and key words
精心、详尽地表述形象语言和品牌设计原则而不仅是局限于某些关键性词
Master Brand Attitude
主要品牌观念
The Electrolux Brand Attitude evokes a passage and connectedness from an innovative heritage to a vivid, energized yet safe tomorrow.
伊莱克斯品牌观念在传统观念和现代新型观念之间架起一个通道和联系
Its designs balance freedom and dynamism with security.
它的设计使自由、动感和安全性得以达到平衡
Electrolux design defines the future whilst boldly and sensually conveying a reassurance based on a solid presence radiating from the past.
伊莱克斯的设计在大胆传递一种建立在过去坚实基础上的信心的同时，也表达了它的未来。
We freshly and practically create new, contemporary traditions. Its defining attitude of confident insightfulness expresses comforting, non-aggressive modernity of form, liberty of movement, controlled expansiveness of shapes, and inviting technology.
我们务实而创新地创造出当代新传统，它自信而又富洞察力的观念体现出舒适，平实的现代气息、自由的运动、有克制的形态表现和人性化的科技水平。
Master Brand Attitude - cont’d
主要的品牌观念- （内容）
These perceptive designs evoke a sense of optimism and approachability, warmth and friendliness. They are tactile, enticing, forward-looking and uninhibited.
这些富洞察力的设计激发起一种乐观、平易近人、热情和友好的精神。他们能被感知、能引人入胜、前瞻而富于个性。
The designs represent a fusion of ingenuity, intelligence, vitality and openness.
设计体现出精巧、聪颖、活力和开放四位一体。
Through its designs, the Electrolux Master Brand Attitude educates the eye and the mind with character of shapes, harmonious compositions, and contrasts.
通过它的设计，以形状特征，和谐的组合和对比使人们的眼睛和思想接受到一种新的伊莱克斯品牌观念
It is true to its roots, never forsaking its enduring lineage
while balancing the potential of the possible.
它忠于原创，从未放弃它长久以来的传统，同时与潜在的可能性达到平衡。
Visual language references
形象语言的参考
Fluidity of form 外形的流性动
Shapes with movement 动感的外观
Softness 柔和
Comfort 舒适
Informality 非正式
Formal shapes/
informal interpretation规范的造型/非正式的诠释
Purity纯净
No irrelevant decoration
没有不相关的装饰
Materials used in contemporary manner以当代方式运用材料
THE EGG. Arne Jacobsen FIVE MINUTE CHAIR, Peter Botlos
ROTHKO, Alberto Liévore KUGLE lamp, Poul Henningsen,
GATESHEAD MILLENIUM BRIDGE - Sir Norman Foster
ALAMILLO BRIDGE, Seville ALAMEDA BRIDGE, Valencia - both Santiago Calatrave
Visual language references
形象语言的参考
Harmony of structure协调的构造
Tension张力
Dynamic动力
Vibrant活力
Innovative problem solving创造性地解决问题
Softness and hard together
刚柔相济
Light & materials亮度 & 材料
Opposite of blatant
不哗众取宠
Perceptive可理解
Unpretentious谦逊的
Visual language references
形象语言的参考
Harmony of structure协调的构造
Tension张力
Dynamic动力
Vibrant活力
Innovative problem solving创造性地解决问题
Softness and hard together
刚柔相济
Light & materials亮度 & 材料
Opposite of blatant
不哗众取宠
Perceptive可理解
Unpretentious谦逊的
SIDE HOTEL (Hamburg) Sky lobby
MENU Headquarters (Denmark)
Visual language references
形象语言的参考
Simplicity简洁
Sharing /social level共享 /社会化水平
Emotive感动的
Adaptable适应的Innovative创新的
Comforting舒适的
Nothing hard不生硬的
Purity简洁
Flexibility弹性
No extreme futurism不极端科幻
High perceived quality of material高品质材料
Functionally innovative创新功能
AUDI A2
TOYOTA POD - reflects and expresses the diver’s chnaging moods
Visual language references
形象语言的参考
Fluidity of Form外形的流动性
Shapes with movement
流动的外形
Softness柔和
Comfort 舒适
Informality非正式
Formal shapes/
informal interpretation
外形/不拘礼节的通译
Purity纯净
No irrelevant decoration
没有不相关的装饰
Materials used in innovative ways用创新的方式运用材料
FUSO Lion Sabatier
Visual language references形象语言的参考
Seamless interface/ interaction between human and technology无缝的界面（人类与科技的相互作用）
Intuitive sensory enhancement
直觉的强化
Relevant use of technology
相关技术的运用
Humanising technology
人性化科技
social – personal
社会化的---个人的
Accessible容易理解的
Emotional ergonomics
感性的人机工程学
Technology that shows you how it feels to use
显示你如何感受运用的技术
F52 STAND – FS series Mission Electronics
SONY MDR-Q33LP/S headphone kit with interchangeble caps
Brand Design Policy
品牌设计原则
Defines Electrolux experience
确定伊莱克斯的体验
Consistency across contact points
各个联系点的一致性
Products 产品
Services 服务
environment/architecture 环境/建筑
retail experience 零售经验
Communications 传媒
Advertising 广告
Literature 报纸
exhibitions/events 展览
Packaging 包装
Internet 网络
Brand Design Policy
品牌设计原则
Simplicity简洁
Intuitive/Perceptive直觉敏锐
Purity纯净
Comforting/Cocooning舒适
Humanizing technology
人性化科技
social and personal
社会化的和个人的
Freedom of movement
活动自由
Dictionary for each item
每一个要素解释
Brand Design Policy: Simplicity
品牌设计原则: 简洁
Uncluttered, without unnecessary decoration, easy to relate to, visually clean, clear, clarity of surface, contemporary expression.
整洁、不累赘、无任何多余的装饰、感观上清洁、简单，表面清楚、给人深刻的现代印象
Brand Design Policy:Intuitive/Perceptive
品牌设计原则: 直觉敏锐
Its purpose is obvious, transparency of purpose, clearly understood, communicates its intent with minimal explanation needed, matches me and my surroundings, responsible.
目的明确、透明度高、易理解、无需太多的解释也能了解其目的、和个人和周围环境相符
Brand Design Policy: Purity
品牌设计原则: 纯净
Quiet elegance, honesty of materials, honesty of performance, clean/cleanliness, clarity, true to the design, no visual noise, confidence, single-minded, balance.
宁静、优雅、材质清晰、运作明确、洁净、忠于设计、无视觉干扰、自信、思路清晰、平稳
Brand Design Policy: Comforting/Cocooning
品牌设计原则: 舒适/安全
Security, safety, welcoming, reassuring, non-alien, inviting, non-aggressive, non-intimidating, non-oppressive.
安全, 保险, 受欢迎, 可靠, 相通, 引人入胜的, 非功击性的, 非胁迫的, 非压制性的.
Brand Design Policy: Humanizing technology - social and personal品牌设计原则: 人性化的科技 – 社会化的与个人的
Emotional ergonomics, adaptable, flexible, rewarding, not technology for technology’s sake, simplifies and eases the task whether shopping, cooking, browsing, etc. Knowledge of people and tasks, ensuring people get the most out of the task, connectedness, attuned, technology that adds value to living.
运用人类工程学, 适应性强, 灵活,有回馈, 不为科技而科技, 简化购物, 烹调,阅读等程序 。理解人及其工作, 确保他们从工作、交流、协调和技术中得到最大收获，为生活增添价值。
Brand Design Policy: Freedom of movement
品牌设计原则: 活动自由
Fluidity, inviting interaction, creative freedom,
foresight, anticipatory.
流动性, 吸引人的相互作用, 创造性的自由,
有预见性的.
Brand Design Policy extremes Electrolux is NOT...
品牌设计原则关键在于 伊莱克斯不是...
Cluttered
累赘的
Domineering/Aggressive
权威的/好斗的
Blatant/Loud
炫耀的/喧哗的
Subtle/Submissive
敏感的/顺从的
Comical/ Off the wall
戏剧性的/ 呆板的
Trendy/Copycat
流行的/模仿的
Decorative/Excessive装饰的/过分的
Academic/Professorial理论的/学院派
Stodgy
乏味的
Restrictive/ Uncomfortable
受限制的/ 不舒服的
Technology for technology’s sake
为技术而技术
Complicated
复杂的
Mundane/Boring/ Uninvolved
世俗的/厌烦的/ 不兼容的
“Blue skies”
“没有内容的”
Arrogant/Insensitive
傲慢的/感觉迟钝的
Irresponsible
不可靠的
Soft/ Lazy
软性的/ 懒惰的
Fanatical
盲目的
Brand Design Policy extremes Electrolux is NOT...
品牌设计原则关键在于 伊莱克斯不是...
Summary: The Electrolux brand
综述伊莱克斯品牌
“Innovative trusted solutions for easier and more enjoyable life”
”创新可信的设计，更便捷舒适的生活”
Earlier we have established that brands are promises. What then is the promise of Electrolux?
Design:
1. Simplicity
2. Intuitive/perceptive
3. Purity
4. Comforting/cocooning
5. Humanizing technology
6. Freedom of movement
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Earlier we have established that brands are promises. What then is the promise of Electrolux?
Design:
1. Simplicity
2. Intuitive/perceptive
3. Purity
4. Comforting/cocooning
5. Humanizing technology
6. Freedom of movement
*
