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The principles Brand identity guide, March The principles Brand identity guide, March Published by Philips Global Marketing Management, March More informationpww. ourbrand.philips.comHelpdeskbrand.helpdesk@philips.com© Koninklijke Philips Electronics N.V.All rights reserved2The principles Brand identity guide, March Contents 3 Introduction 4 The communication brand identity model Wordmark 5 Wordmark – principle 6 Wordmark – do’s and don’ts 7 Wordmark – specifications Shield 8 Shield – principle 9 Shield – do’s and don’ts 0 Shield – specifications Brand promise  Brand promise – principle 2 Brand promise – do’s and don’ts 3 Brand promise – specifications Naming string 4 Naming string – principle 5 Naming string – do’s and don’ts 6 Naming string – specifications Photography 7 People photography – principle 8 Product photography – principle 9 Photography – signatures 20 Emotional benefit photography – do’s and don’ts 2 Product in use photography – do’s and don’ts