Grohe

Official Websites

• https://www.grohe.com
• https://www.grohespa.com
• https://www.grohe.us
• http://www.grohe.com
• https://dealer.grohe.co.in

Brand Guidelines

2015

Brand Summary

Mission

• GROHE’s mission is to deliver ‘Pure Freude an Wasser’ (Pure Joy in Water) through innovative, high-quality products that enhance bathroom and kitchen experiences, emphasizing technology, design, and sustainability [^1].

Core Values

• Quality
• Technology
• Design
• Sustainability

Target Audience

• Professional installers, architects, showrooms, and end consumers seeking premium bathroom and kitchen solutions with a focus on innovation, reliability, and design [^2].

Personality Traits

• Innovative
• Reliable
• Professional
• Luxurious
• Modern

Visual Identity Overview

• The visual identity is defined by a consistent use of GROHE Blue as the main color, brand-specific accent colors, minimalist and modern layouts, clear typographic hierarchy, modular block systems, and high-quality imagery emphasizing product design and real-life use. The logo features bold uppercase letters and water wave motifs, with strict guidelines for size, placement, and color usage [^3].

Categories

Brand Imagery

• All images are available in the photoarchive
• Do not retouch images without permission by HQ brand department
• Water. Include running water in close up photography. Do not show running water in long shots.
• Blue tinting. We use a blue tonality for shower and thermostat photography.
• Products in use. Focus on people using the product in a real-life environment. This shows the design and functionality of the product.
• Products not in use. Focus on the product design with a shallow depth of field. Show people in a blurred out background with a hint of motion.
• Beige colours. Use bright beige colours, light-flooded rooms and large free space around the products.
• High contrast. GROHE Professional images show products in real life environments. Rich blacks, high contrast and hard lighting support the brand identity.
• Cut-out images on white background. High contrast, bright and well-lit. Highlighting detailing and finish.
• Standard perspective angle: 45°

Color Palette

• The GROHE colours ensure a consistent, high-quality brand identity. The predominant use of colour should always be GROHE Blue, with brand specific accent colours as accompanying colours.
• GROHE BLUE PANTONE 534C RGB 17.32.56 HEX #112038 CMYK 93.68.14.58 RAL 5003
• PANTONE 11-0602 TPX RGB 255.255.255 HEX #FFFFFF CMYK 0.0.0.0
• BLACK PANTONE N/A RGB 0.0.0 HEX #000000 CMYK 0.0.0.100
• Use Dusk Blue as accent colour for GROHE Bathroom layouts.
• DUSK BLUE PANTONE 660C RGB 53.133.198 HEX #3984BE CMYK 77.39.0.0
• Use Kitchen Green as accent colour for GROHE Kitchen layouts.
• KITCHEN GREEN PANTONE 376C RGB 140.185.20 HEX #8CB914 CMYK 54.0.100.0
• Use Smart Orange as accent colour for GROHE Professional and Smart layouts.
• SMART ORANGE PANTONE 7417C RGB 229.49.36 HEX #E53123 CMYK 0.91.93.0
• The use of accent colours supports the premium style brand appearance and helps to identify special information.
• ACCENT RED PANTONE 200C RGB 176.7.31 HEX #AF071F CMYK 0.100.90.30
• ECO-GREEN PANTONE 390C RGB 163.188.61 HEX #A3BC3D CMYK 40.0.85.10
• Use this colour for: - promotions - call to action - NEW tag
• Use this colour for promoting: -sustainability -ecology

Typography

• Company font: Linotype Univers Univers is used as the brand typeface for both online and offline communications. It is characterised by clarity, modernity and easy legibility and should be used on all applications when available.
• LINOTYPE UNIVERS 330 LIGHT
• LINOTYPE UNIvERS 630 BOLD
• LINOTYPE UNIVERS 430 REGULAR
• Calibri for office communication Where it is not possible to use Univers - i.e. office communications - only use Calibri.
• Alternative for chinese font system DF SONG FONT FAMILY
• Clear typographic hierarchy. We use a three tier typographic platform which is very reader-friendly: • headings • sub-headings • body copy
• Headings Font: Linotype Univers 330 Light 24PT / 28PT Colours: Black/ (use white on dark backgrounds) Try to always use two lines for headlines.
• Sub-headings and body copy Font: Linotype Univers 630 Bold/ 330 Light 9PT / 13PT Colour: Black
• Headlines 18px/24px #112038 gui-headline-alpha Linotype Univers 22px/28px #112038 gui-headline-beta Linotype Univers 28px/36px #11038 gui-headline-delta Linotype Univers 36px/42px #11038 gui-headline-epsilon Linotype Univers
• Copytext 13px/18px Lorem ipsum dolor sit amet, consectetur adipisicing elit. Adipisci, commodi, exercitationem voluptatum quidem impedit esse assumenda ad moles- tiae eius corporis cum ut? Velit, enim, praesentium cum omnis sit dolorum dicta. 15px/20px Lorem ipsum dolor sit amet, consectetur adipisicing elit. Adipisci, commodi, exercitationem voluptatum quidem impedit esse assumenda ad molestiae eius corporis cum ut? Velit, enim, praesentium cum omnis sit dolorum dicta. 18px/24px Lorem ipsum dolor sit amet, consectetur adipisicing elit. Adipisci, commodi, exercitationem voluptatum quidem impedit esse assumenda ad molestiae eius corporis cum ut? Velit, enim, praesentium cum omnis sit dolorum dicta. 22px/24px Lorem ipsum dolor sit amet, consectetur adipisicing elit. Adipisci, commodi, exercitationem voluptatum quidem impedit esse assumenda ad molestiae eius corporis cum ut? Velit, enim, praesentium cum omnis sit dolorum dicta.

Logo Usage

• GROHE is always written in capitals.
• The logo shape is defined by a 4x3 width-to-height ratio.
• Optimal logo size for portrait orientation: logo height= diagonal of format/ 13 Optimal logo size for landscape orientation: logo height = diagonal of format/ 14
• Always use the white keyline Small logo variant on dark backgrounds. Logo width <20mm GROHE
• GROHE SPA® is always written in capitals and should never be divided.
• Optimal logo size for portrait orientation: logo height = diagonal of format I 13 Optimal logo size for landscape orientation: logo height = diagonal of format/ 14
• GROHE Professional should never be divided. The logo shape is defined by a 4x3 width-to-height ratio.
• Optimal logo size for portrait orientation: logo height= diagonal of format/ 13 Optimal logo size for landscape orientation: logo height = diagonal of format I 14
• Always use the white keyline on dark backgrounds.
• Small logo variant 20mm < Logo width < 40mm

Tone And Messaging

• Our German strap line communicates the benefit of our products in a way that is human and expressive. It must not be translated. You can find different versions of the GROHE logo with strapline in the photo archive.
• Instead of a strapline GROHE SPA® uses its claim: ‘Home is where my GROHE SPA® is.’
• Normally the GROHE Professional logo with strapline stands on the top right of the communication material. If you need to position it on the top left, please switch the two elements.
• The brand campaign “MASTERS OF TECHNOLOGY SINCE 1873*” focuses on the DNA of the GROHE brand. It is a powerful and unique explanation of why GROHE products perform better. The idea promotes cutting edge engineering, relentless quality control and the finest design. This message is communicated across a campaign featuring the Masters of Technology and Moments of Truth.
• Integration of Masters of Technology campaign is mandatory in all communication material
• Do not change the official Masters of Technology texts
• Do not translate the headline “MASTERS OF TECHNOLOGY” & “SINCE 1873*”
• Do not change or leave out the legal line and the asterisk
• Approval by HQ brand department and Jan-Peter Tewes is mandatory
• Masters of Technology introduction first column: English version For over 140 years GROHE‘s people have been regarded by their peers in the industry as Masters of Technology, because of their innovations, outstanding design and awardwinning fittings. By a combination of their advanced craftsmanship and their cutting-edge approach to effective teamwork and processes, our Masters of Technology take the lead in developing, designing and manufacturing our outstanding product range, all the while testing and fine-tuning each piece to ensure continued customer satisfaction. The result: Timeless design. And quality that lasts a life-time. Again and again GROHE products surprise users with unique features that provide “Pure Freude an Wasser”. When you use a GROHE product you can feel the difference. Time after time.
• Masters of Technology introduction first column: German version Seit über 140 Jahren prägen die Masters of Technology mit ihren Innovationen, Designs und erstklassigen, preisgekrönten Armaturen und Ausstattungen die Branche. Die Masters of Technology tüfteln, entwickeln, produzieren, gießen, galvanisieren, montieren, schleifen und beschichten. Sie kombinieren genuines Handwerk und raffinierte Kopfarbeit zu einem unvergleichlichen Ganzen. Das Resultat: Zeitloses fürs Auge. Und Qualität, die ein Leben lang hält. Immer wieder überraschen sie mit einzigartigen Funktionen, die für pure Freude an Wasser sorgen. Ja, wer GROHE kennt, spürt den Unterschied. Und dies Mal für Mal.
• Masters of Technology introduction first column: French version Depuis plus de 140 ans, les collaborateurs de GROHE sont considérés par leurs pairs dans l‘industrie comme Masters of Technology, en raison de leurs innovations, de leur conception exceptionnelle et de leurs raccords primés. En combinant leur savoir-faire avancé et leur approche de pointe pour un travail d‘équipe et des processus efficaces, nos Masters of Technology prennent les devants en développant, concevant et fabriquant notre ligne de produits exceptionnelle, tout en testant et peaufinant chaque pièce pour assurer la satisfaction continue de nos clients. Le résultat : Une conception intemporelle et une qualité garantie à vie. Les produits Grohe ne cessent d‘étonner les utilisateurs grâce à leurs caractéristiques uniques qui procurent un « Pure Freude an Wasser ». Lorsque vous utilisez un produit GROHE, vous sentez la différence. À chaque fois.
• If you need further texts and translations please contact Henrik John, Director Brand and Marketing Services.

Brand Values

• To grow and become an even stronger brand, we emphasise our deeply held brand values: OTDS (Quality, Technology, Design and Sustainability). A strong tradition of mastering technologies has given us an innovation leadership position strengthening the GROHE brand.

Visual Style

• The logo shape is defined by a 4x3 width-to-height ratio.
• Optimal logo size for portrait orientation: logo height= diagonal of format/ 13 Optimal logo size for landscape orientation: logo height = diagonal of format/ 14
• Always use the white keyline Small logo variant on dark backgrounds. Logo width <20mm GROHE
• GROHE SPA® is always written in capitals and should never be divided.
• Optimal logo size for portrait orientation: logo height = diagonal of format I 13 Optimal logo size for landscape orientation: logo height = diagonal of format/ 14
• GROHE Professional should never be divided. The logo shape is defined by a 4x3 width-to-height ratio.
• Optimal logo size for portrait orientation: logo height= diagonal of format/ 13 Optimal logo size for landscape orientation: logo height = diagonal of format I 14
• Always use the white keyline on dark backgrounds.
• Small logo variant 20mm < Logo width < 40mm
• The GROHE colours ensure a consistent, high-quality brand identity. The predominant use of colour should always be GROHE Blue, with brand specific accent colours as accompanying colours.
• GROHE BLUE PANTONE 534C RGB 17.32.56 HEX #112038 CMYK 93.68.14.58 RAL 5003
• PANTONE 11-0602 TPX RGB 255.255.255 HEX #FFFFFF CMYK 0.0.0.0
• BLACK PANTONE N/A RGB 0.0.0 HEX #000000 CMYK 0.0.0.100
• Use Dusk Blue as accent colour for GROHE Bathroom layouts. DUSK BLUE PANTONE 660C RGB 53.133.198 HEX #3984BE CMYK 77.39.0.0
• Use Kitchen Green as accent colour for GROHE Kitchen layouts. KITCHEN GREEN PANTONE 376C RGB 140.185.20 HEX #8CB914 CMYK 54.0.100.0
• Use Smart Orange as accent colour for GROHE Professional and Smart layouts. SMART ORANGE PANTONE 7417C RGB 229.49.36 HEX #E53123 CMYK 0.91.93.0
• ACCENT RED PANTONE 200C RGB 176.7.31 HEX #AF071F CMYK 0.100.90.30
• ECO-GREEN PANTONE 390C RGB 163.188.61 HEX #A3BC3D CMYK 40.0.85.10
• Layout grid for every single GROHE communication material. The GROHE layout grid consists of a horizontal text grid and a vertical column grid, which is divided by column separators. The grid is based on DIN A4 (landscape or portrait) and measured in millimeters.
• Page frame: left 16mm right 16mm top 16mm bottom 16mm
• Type area: W 183mm, H 265mm
• Columns: 6 columns
• Gutters: 5 gutters, W 2mm
• Horizontal grid: 2mm
• The modular block system echoes the strong block of the GROHE logo. Headlines on cover pages and advertisements can be placed in a modular block. Unlike the logo, the modular blocks can change shape, size and colour to suit different communication needs. Sizes and shapes should always contribute to the overall graphical balance of the communication material.
• Headline: 8mm Linotype Univers 330 Light ERUM QUE SUMER 24PT / 28PT PERFERRO min. 8 mm 2 mm Sub-Headline: Linotype Univers 330 Light 16PT/ 19PT min. 6 mm 6 mm
• First block: GROHE Blue ERUM QUE SUMER PERFERRO Second block: Dusk Blue ALITATIUR IPSAPIS EVESU SPID DOLOR EVOLU Orient the second block to the first block with 1/3 to 2/3 overlap left aligned.
• 16mm 210mm 16mm GROHE Bathroom LOREM IPSUM SI DOLOR ES CULPTA ASPERNAT OUISSI TEM ET ERIA ISBUS
• Water. Include running water in close up photography. Do not show running water in long shots.
• Blue tinting. We use a blue tonality for shower and thermostat photography.
• Products in use. Focus on people using the product in a real-life environment. This shows the design and functionality of the product.
• Products not in use. Focus on the product design with a shallow depth of field. Show people in a blurred out background with a hint of motion.
• Beige colours. Use bright beige colours, light-flooded rooms and large free space around the products.
• High contrast. GROHE Professional images show products in real life environments. Rich blacks, high contrast and hard lighting support the brand identity.
• Cut-out images on white background. High contrast, bright and well-lit. Highlighting detailing and finish.
• Standard perspective angle: 45°

Iconography

• Flat design. A flat designed icon set in our corporate colours navigates users through the corporate website.
• Icon set . In case you need the icon set please contact the digital marketing team.

Layout And Composition

• Layout grid for every single GROHE communication material. The GROHE layout grid consists of a horizontal text grid and a vertical column grid, which is divided by column separators.
• The grid is based on DIN A4 (landscape or portrait) and measured in millimeters.
• Page frame: left 16mm right 16mm top 16mm bottom 16mm
• Type area: W 183mm, H 265mm
• Columns: 6 columns
• Gutters: 5 gutters, W 2mm
• Horizontal grid: 2mm
• The modular block system echoes the strong block of the GROHE logo. Headlines on cover pages and advertisements can be placed in a modular block. Unlike the logo, the modular blocks can change shape, size and colour to suit different communication needs. Sizes and shapes should always contribute to the overall graphical balance of the communication material.
• Headline: 8mm Linotype Univers 330 Light 24PT / 28PT PERFERRO min. 8 mm
• Sub-Headline: Linotype Univers 330 Light 16PT/ 19PT min. 6 mm
• Orient the second block to the first block with 1/3 to 2/3 overlap left aligned.
• 16mm 210mm 16mm GROHE Bathroom LOREM IPSUM SI DOLOR ES CULPTA ASPERNAT OUISSI TEM ET ERIA ISBUS

Customer Loyalty Programmes

• GROHE Smart main logo
• GROHE WORK SMARTER PROFESSIONAL
• LOGO FOR DIFFERENTIATION BETWEEN REWARD AND ENGAGEMENT PROGRAMMES
• Smart program for installers
• SMART EXPERTS
• Smart program for architects and showrooms
• SMART EXPO
• SMART DESIGN

Internal Communication

• One brand, one design. To ensure a uniform brand appearance it is necessary that the visual elements of office communications are always the same.
• Power Point Master: GROHE Intranet/ Personal & Organisational / Templates/ Power Point Master Power Point Presentations
• Stationery
• Business Cards

Corporate Website

• Strong online branding The new fully responsive GROHE corporate website strengthens the overall brand identity. State-of-the-art technologies offer high class usability world wide.
• Flat design. A flat designed icon set in our corporate colours navigates users through the corporate website.
• In case you need the icon set please contact the digital marketing team.
• Headlines 18px/24px #112038 gui-headline-alpha Linotype Univers 22px/28px #112038 gui-headline-beta Linotype Univers 28px/36px #11038 gui-headline-delta Linotype Univers 36px/42px #11038 gui-headline-epsilon Linotype Univers
• Copytext 13px/18px Lorem ipsum dolor sit amet, consectetur adipisicing elit. Adipisci, commodi, exercitationem voluptatum quidem impedit esse assumenda ad moles- tiae eius corporis cum ut? Velit, enim, praesentium cum omnis sit dolorum dicta. 15px/20px Lorem ipsum dolor sit amet, consectetur adipisicing elit. Adipisci, commodi, exercitationem voluptatum quidem impedit esse assumenda ad molestiae eius corporis cum ut? Velit, enim, praesentium cum omnis sit dolorum dicta. 18px/24px Lorem ipsum dolor sit amet, consectetur adipisicing elit. Adipisci, commodi, exercitationem voluptatum quidem impedit esse assumenda ad molestiae eius corporis cum ut? Velit, enim, praesentium cum omnis sit dolorum dicta. 22px/24px Lorem ipsum dolor sit amet, consectetur adipisicing elit. Adipisci, commodi, exercitationem voluptatum quidem impedit esse assumenda ad molestiae eius corporis cum ut? Velit, enim, praesentium cum omnis sit dolorum dicta.

Displays Pos Material

• GROHE’s commitment to quality is not only expressed in the products we design and manufacture, but also in the sophisticated way we display them.
• The detailed catalogue for displays is available on the intranet.

Additional Properties