Official Websites

• https://global.hisense.com
• https://www.hisense-usa.com
• https://www.hisense-europe.com
• https://cz.hisense.com
• https://sk.hisense.com

Brand Guidelines

2017

Brand Summary

Mission

• To provide guidance and information for working with the Hisense brand, ensuring a unique position in the markets and categories it operates, and to inspire all marketing communications across any channel [^1].

Core Values

• Quality
• Forward thinking
• Thoughtful
• Giving more features
• Bringing technology to everyone
• Design

Target Audience

• Modern consumers seeking quality, reliability, thoughtful features, and accessible technology at competitive prices, including those who value individuality and savvy purchasing decisions [^2].

Personality Traits

• Empathetic
• Smart
• Accessible
• Innovative
• Reliable
• Premium

Visual Identity Overview

• The visual identity is modern, clean, and premium, featuring a distinctive color palette (Hisense Green, greys, white, highlight colors), bold sans-serif typography, clear logo usage guidelines, product imagery with contemporary interiors, and consistent iconography for product features [^3].

Categories

Brand Voice

• When we communicate with consumers, we will always talk about how our products help people. We want to make our technology understandable and accessible, but we’ll never talk down to the consumer. We make it simple by talking on a smart level that’s empathetic and understands them and their life.
• Sometimes we have exciting topics – like TVs and sponsorships – but we make more functional aspects interesting and relevant to the consumer too, for example talking about a 9kg washing machine in terms of how many loads it could save the user.

• We don’t say: This is everything this product has.

• We do say: Here are the ways this product can help you in your life.

• Examples “See more colours on screen than ever before. The ultra wide colour gamut of ULED boasts over 1 billion colours, and more colours means breathtakingly vivid, true-to-life images that look exactly as the director intended.” “Too much detergent can result in excess foam formation, reducing washing performance. Smart Foam Control automatically detects if there is too much foam in the machine and reduces it, improving the wash quality and making clothes kinder on your skin.”

Brand Imagery

• Fridge room image
• TV room image

Color Palette

• Block Colours Colours to be used as backgrounds and headline font colours. Hisense Green Brand Colour Logo colour CMYK 100, 0, 44, 0 RGB 0, 154, 154 Hex Code 009A9D Dark Grey Medium Grey Mid Grey Light Grey White CMYK 60, 45, 45, 75 61, 48, 43, 38 36, 28, 27, 6 11, 8, 9, 0 0, 0, 0, 0 RGB 43, 43, 41 88, 92, 97 170, 169, 171 231, 231, 231 255, 255, 255 HEX Code 2B2B29 585C61 AAA9AB E7E7E7 FFFFFF
• Highlight Colours Colours to be used on select headline words and small highlights. Blue Green Orange Light Blue Yellow CMYK 73, 24, 0, 0 62, 0, 58, 0 0, 82, 86, 0 48, 0, 16, 0 17, 0, 90, 0 RGB 0, 161, 238 69, 219, 147 250, 71, 32 115, 249, 244 238, 249, 35 HEX Code 00A1EE 45DB93 FA4720 73F9F4 EEF923

Typography

• Headline Font CircularStd-Bold.otf Aa Zz
• Body Font Calibre-light.ttf Aa Zz

Logo Usage

• Main Logo Hisense Colour Variations Hisense Hisense Hisense Hisense Clearance Area 50% 50% 50% 50% Minimum Print Size 10mm Always scale in proportion Position from corner of digital asset 150% 150% 150% 150% Minimum Digital Asset Size 50px
• Logo with strapline Hisense life reimagined
• Logo with strapline block Hisense life reimagined

Tone And Messaging

• When we communicate with consumers, we will always talk about how our products help people. We want to make our technology understandable and accessible, but we’ll never talk down to the consumer. We make it simple by talking on a smart level that’s empathetic and understands them and their life.
• Sometimes we have exciting topics – like TVs and sponsorships – but we make more functional aspects interesting and relevant to the consumer too, for example talking about a 9kg washing machine in terms of how many loads it could save the user.

• We don’t say: This is everything this product has.

• We do say: Here are the ways this product can help you in your life.

• “See more colours on screen than ever before. The ultra wide colour gamut of ULED boasts over 1 billion colours, and more colours means breathtakingly vivid, true-to-life images that look exactly as the director intended.”
• “Too much detergent can result in excess foam formation, reducing washing performance. Smart Foam Control automatically detects if there is too much foam in the machine and reduces it, improving the wash quality and making clothes kinder on your skin.”

Brand Values

• Quality Regardless of where a product sits within the Hisense range, there’s a commitment to build quality and reliability that you would expect from a leading brand.
• Forward thinking We’re always looking for opportunities to advance our products and brand, evidenced by investment in R&D and incorporation of the latest technology.
• Thoughtful We understand people and we carefully consider the best ways to make our products even better for them through the incorporation of genuinely useful features.
• Giving more features Our features aren’t just thoughtful – you also get more with Hisense, either through paying less for desirable features, or getting more features than other models at the price point.
• Bringing technology to everyone We always strive to include the latest technology in products, whether that’s Smart, inverter technology, triple zone cooling or something else, but at more accessible prices.
• Design Hisense products are well designed and look premium, to fit in with modern consumers’ homes.

Visual Style

• Colour Variations Hisense Hisense Hisense Hisense Clearance Area 50% Minimum Print Always scale in proportion Size 10mm Hlsense L j Position from corner of digital asset Minimum Digital Asset Size 50px Hisense
• Logo with strapline IHisenseJermegnea 0.52H
• Logo with strapline block Hisense life reimagined

Iconography

• There is a library of product feature icons for each prodcut category
• Icons can appear in any of the brand colours as long as legibility is kept
• All icons have accompanying copy descriptions which should be used where appropriate

Layout And Composition

• Clearance Area 50% Minimum Print Always scale in proportion Size 10mm Hisense L j Position from corner of digital asset Minimum Digital Asset Size 50px Hisense
• Logo with strapline block Hisense life reimagined
• Colour Variations Hisense Hisense Hisense Hisense

Sponsorship

• The following pages show an overview of some of the sponsorship assets. Please see individual Sponsorship guidelines for a comprehensive list of assets and the rules set around them.
• 2018 FIFA World Cup……………………………………………..25
• Aston Villa FC …………………………………………………………..26
• Logo lock-ups
• OFFICIAL TV OF THE 2018 FIFA WORLD CUP™ OFFICIAL SPONSOR OF THE 2018 FIFA WORLD CUP™
• The 2018 FIFA World Cup logo may only be used in the context of TV -please see Hisense 2018 FIFA World Cup guidelines
• Logo lock-up a Hisense I Hisense I Hisense Hisense OFFICIAL PARTNER a OFFICIAL PARTNER OF ASTON VILLA OF ASTON VILLA Example of supplied photography
• Please see Aston Villa Sponsorship guidelines

Digital Guidelines

• Clearance Area 50% Minimum Print Always scale in proportion Size 10mm Hlsense L j Position from corner of digital asset Minimum Digital Asset Size 50px Hisense

Print Guidelines

• Clearance Area 50% Minimum Print Always scale in proportion Size 10mm
• Position from corner of digital asset Minimum Digital Asset Size 50px

Additional Properties

Revenue History