corporate design style guide - vector · 1.3 use of the logo 7 1.4 word/figurative mark sizes 8 1.5...

Corporate DesignStyle Guide

Version 1.7 12/2018

Content

1. Logo1.1 Word/Figurative Mark 51.2 Color Versions 61.3 Use of the Logo 71.4 Word/Figurative Mark Sizes 81.5 Logo Placement 91.6 Favicon 10

2. Colors2.1 Primary Colors 112.2 Secondary Colors 12

3. Typography3.1 Corporate Typeface „Mark Pro“ 133.2 System Fonts 14

4. Basic Element4.1 Headline Element: Bars 15

5. Headline Element5.1 Use of Headline Element on Communication Media 165.2 Use of Headline Element on Housing Labels 175.3 Do‘s and Dont’s 18

6. Design System6.1 Flexible Layout System 196.2 Possible Uses 206.3 Print Space on DIN A Media 216.4 Logo Size and Position on DIN A Media (Normal Case) 226.5 Logo Size and Position on Technical Articles (Exceptional Case) 236.6 Handling the „Mark Pro“ Typeface in Texts 246.7 Handling the „Mark Pro“ Typeface in Texts without Bar 256.8 Line Justification 266.9 Handling of Bullet Lists 276.10 URL Addresses, Email Addresses, Image Captions, and Footers 286.11 Eye-catchers 296.12 Design Parameters for Housing Labels 306.13 Design Parameters for Miniature Labels and Housing Labels with Fixed Components 31

7. Icons7.1 In General 327.2 Do‘s and Dont‘s 33

8. Photographs8.1 In General 348.2 Image Language 35

9. Language Values 9.1 The Simplifier (Mastering Complexity) 379.2 Team Spirit Translates to Emotional Appeal 379.3 Precision Becomes Accurateness 389.4 Competence Transfers to Valuable Know-how 389.5 The Check List: Rules for Skillful Writing 389.6 Word Worlds 39

10. Special Features in the Written Communication10.1 “Vector” in the Communication 4010.2 English Titles 40

This style guide contains the Corporate Design Guidelines of Vector. These rules are based on our brand identity, which is in turn based on our values and Vector’s positioning and is documented in the brand manual.The style guide ensures that we all follow a common policy. It is therefore mandatory for employees in all countries. A uniform visual appearance that fits us is of major importance to an international company like Vector. It forms the face of the brand and communicates the values of the company at first glance. Like the products and services of Vector, the visual appearance always expresses top quality.The design basics, consisting of logo, typography, colors, and illustration, form the basic framework of the visual appearance and ensure a high recognition factor and originality on the market. Thank you for helping to strengthen the Vector brand and continue the success story of Vector.

You will find all components of the corporate design as well as the templates for marketing instruments on the intranet. Your external suppliers like agencies, print houses etc. can use the Vector Extranet at www.vector.com/ci. Here they can download the CD Style Guide, the Vector logo and the Vector color chart.

If you have any questions regarding the implementation of the design basics or have use cases that are not described, ask your local marketing coordinator or the marketing team at VI.

Our Corporate Design

https://intranet.vg.vector.int/GlobalContent/CIS3/Pages/Corporate-Identity.aspx

http://www.vector.com/ci

5

1.1 Word/Figurative Mark

The IdeaThe Vector logo is the essence of the brand: the logo is simple and clear, strong and points forward. It dispenses with all unnecessary: it consists of clear forms, has only one font size, only capital letters, no serifs and no shadows.The Vector logo is his own image: an arrow.The Vector logo always gets its stage: it has its place at the top left with a large white protection space.

Word/Figurative MarkThe word/figurative mark is a unit with a fixed definition, whose proportions remain unchanged.

1. Logo

Word/Figurative Mark

6

1.2 Color Versions

Black-Red Logo VersionThe black-red logo version is the standard logo version.

Black Logo VersionFor black/white conversion (e.g. fax) the black logo version is used.

White Logo VersionThe white logo version is used, if the background is darker than 50% black.

Figurative Mark without Word MarkIn exceptional cases the figurative mark is used without the word mark (e.g. as app icon).

Black figurative markRed figurative mark

Word/Figurative Mark

Figurative Mark

Black-red word/figurative mark White word/figurative mark

Black word/figurative mark

1. Logo

7

1.3 Use of the Logo

Do‘s and Don‘tsAs a rule the logo should be horizontal. In exceptional cases – such as use on flags – it can be vertical, but in such cases the word/figurative mark should always point upward.

It must be ensured that the single-color, white logo is used when the logo is placed on gray and black areas.

The word/figurative mark is a unit with a fixed definition, whose proportions remain unchanged.Other compositions are not permitted. E.g. the figurative mark may not used as navigation area or for simular functional use cases.

The logo as the essence of our brand is unchangeable and „sacred“. Thus we do not play with the logo.Tip: The „O“ in the logo is a circle. If it is not, the logo was distorted.

Do

Do

DoDon’t Don’t

Don’t

White word/figurative mark on gray

White-red word/figurative mark on gray

White word/figurative mark onnon Vector Color

Other logo compositions

White word/figurative mark on black

White-red word/figurative mark is not allowed

Red-black word/figurative mark is not allowed

1. Logo

8

Lorum Ipsum est

1.4 Word/Figurative Mark Sizes

Minimum DistanceThe height of the figurative mark squared acts as a unit of measure for the protected space.This is at least one unit to the right, left, top, and bottom from the logo. In defined exceptional cases (e.g. minia-ture uses), the edge distance can be halved for the benefit of the logo size. The logo sizes for the Vector standard communication media or housing labels have been separately defined and can be found in the following sections.

Minimum Logo SizeThe logo must not be fall below a minimum size of 12 mm wide. If it is smaller, the picture mark is used. (See chapter 1.6)

Minimum width

Optimal edge distance V2 Minimum edge distance; top and bottom 1/2 V2

1. Logo

Protected space

Do Don‘t

12 mm

9

Subline

Headline

Subline

Headline

Headline 1Headline 2

Subline


Subline

The logo is centered horizontally within the logo area and is oriented at the left of the print space.

Example of advertisement Example of technical article Example of housing label

1.5 Logo Placement

GeneralThe logo is always located at the top left on the medium and conforms to the print space. It is alwayscentered in the white space between the headline element or image and the topmost edge of the media.Further information on the logo size and position can be found in section „Design System“(see chapter 6.4-6.5).

Exceptions are, in some cases, logo placements on housing labels, because fixed design elements there such asLED lights mean that centering is not always possible (see chapter 6.12).

Here you can find the logo:Y:\_Released\Vector\CorporateIdentity\Logos\Vector_Logo

1. Logo

10

200

100

100

100

100

Favicon for the external communication:

Don‘t:

1.6 Favicon

Favicon is the abbreviation for “favorite icon”. It is a visual marking and identification of Internet media such as social media and web pages. It captures the essence of a brand in an icon.The figurative mark of our logo is used as favicon and represents the company branding in a very compact space.

There are two versions of the favicon: > For external communication (website, social media) we use the white arrow on red ground > For internal communication (intranet) we use the red arrow on grey ground

Don‘t use the favicon as personal avatar in social media etc..

Here you can find the favicons:Y:\_Released\Vector\CorporateIdentity\Logos\Vector_Logo\Favicon

1. Logo

Favicon for the internal communication:

Correct position of the arrow on a circled or square background:

Example (Facebook):

11

2.1 Primary Colors

Vector Red and Vector GrayThe Vector primary colors are red and gray.If more than one gray tone is needed, the Vector gray can be screened in three defined gray scale percentages. These corresponding gradations are used, for example, for differentiation within a graphic.

2. Colors

Vector red

22% Vector gray

47% Vector gray

Vector gray

73% Vector gray

Digital Web #B70032RGB 183.0.50

Euroscale CMYK 10.100.85.0

Special color Pantone 1935 CRAL 3020 Traffic Red HKS 15NCS S 1580-Y90R

Digital Web#565C5E RGB 86.92.94


Special color Pantone Cool Gray 10 CRAL 7012NCS S 7005-B80G

Digital Web #848B8ERGB 132.139.142


Special color 73% Pantone Cool Gray 10 CRAL 7000NCS S 5005-B20G

Digital Web #B1B6BARGB 177.182.186


Special color 47% Pantone Cool Gray 10 C RAL 7040 NCS S 3005-B20G

Digital Web #DADEE1RGB 218.222.225

EuroscaleCMYK 4.0.0.16

Special color 22% Pantone Cool Gray 10 CRAL 7047NCS S 1005-R80B

12

2.2 Secondary Colors

Additional Colors for the Vector MarkBesides the primary colors red and gray, seven secondary colors are defined.The secondary colors may be used if many elements must be differentiated in complex graphics and all primary colors have already been used. Do not use them just to color up your graphic! Do only use them if the secondary colors do support the content proposition/statement of the graphic.

2. Colors

Dark green

Violet

Light green

Dark blue

Dark orange

Light orange

Light blue

Digital Web#EF7C00RGB 239.124.0


Special color Pantone 716 C

Digital Web #FBB900RGB 251.185.0



Digital Web#43BFDERGB 67.191.222



Digital Web #92C255RGB 146.194.85



Digital Web #028FC3RGB 2.143.195

EuroscaleCMYK 100 .20 .25 .0


Digital Web #00A765RGB 0.167.101



Digital Web#8884C1RGB 136.132.193



13

3.1 Corporate Typeface „Mark Pro“

The corporate Vector font is the geometric sans serif „Mark Pro“.This font is used for the following documents:

> Marketing documents: advertisements, FactSheets, website, product information > Product documents: HW labels, packaging, etc. > Documents with correspondence character: general correspondence (offline), certificates, contracts,

agreements, etc.

The typeface is generally used in „Regular“ and „Bold“. The corporate typeface is used exclusively in upper and lower case (exception: product names). The standard glyph set is used. The detailed use of the fonts can be found in section „Headline Element“ (see chapter 5.1).

3. Typography

Mark Pro RegularFor running text, the secondheadline line in the gray bar, and image captions

Mark Pro BoldFor headlines, awards,incorporated texts, boiler plate in running texts, and URL information

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 . , : ; ! ? ß + - = / & % $ § €


The Utilized Fonts of „Mark Pro“

14

3.2 System Fonts

In certain cases the following system fonts have to be used instead of the Mark Pro:Calibri:

> Internal documents: e.g. forms, specifications, e-mails etc. > MS Office documents, which are exchanged with externals: e.g. specifications and contracts > All documents, that are similar to forms/questionnaires: appraisal interview forms

Verdana: in online helps (chm) and PowerPoint presentationsArial: for technical references, application notes and user manuals

In general, a system font has to be used in all Vector documents, which are opened by externals. Examples: font in e-mail, splash or installer screens, powerpoint slides etc.

3. Typography

Calibri Regular

Calibri Bold

Verdana Regular

Verdana Bold

Arial Regular

Arial Bold





a b c d e f g h i j k l m n o p q r s t u v w x y za b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 . , : ; ! ? ß + - = / & % $ § €

a b c d e f g h i j k l m n o p q r s t u v w x y za b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 . , : ; ! ? ß + - = / & % $ § €

15

4.1 Headline Element: Bars

Purpose of the BarsThe bars are a central design element of the Vector Corporate Design. As a headline element they are of central importance to the Vector Corporate Design.

The bars are always located in the area outside the print space. A distance to the left media edge must be clearly detectable.

Size RatiosThe size ratio of the bars is always 3 units (gray bar) to 2 units (red bar).

4. Basic Element

(U= Unit)

3 U

2 U

The bar ratio 2:3

The bar ratio 2:3

16

Headline bold: LW 15Subline bold: LW 15

Headline bold: LW 15Headline regular: LW 0Headline regular: LW 0

Subline bold: LW 15

5.1 Use of Headline Element on Communication Media

Typeface in the BarTo determine the size and position of the „Mark Pro“ typeface for communication media, the gray and red bars are subdivided into 13 units each.

The edge distance of the type from the top is 2 units each. The distance of the headline and subline to theleft bar edge is also 2 units squared. The upper case height of the headline in the gray bar and the subline in the red bar is 2 units each in two-line and three-line headlines (thus 2/13 of the respective bar in which they are placed). For one-line headlines, this can be scaled to an upper case height of 4 lines.The line spacing is 175% of the upper case height (default setting of the line spacing in InDesign).The font of the first headline in the bar is always Bold, the font of the second line is Regular.

For use of the bars, a master document exists from which the dimensioned bars can be obtained. These can be scaled to the respective medium. The text box of the sublines and headlines must always be aligned in such a way that the letters are left-justified at the defined edge distance (see magenta-colored line).

Subdivision of the bars into 13 units each

Upper case height of 4 units for one-line headlinesSubline 2 units

5. Headline Element

Upper case height of 2 units for two- and three-line headlines, line spacing 175% of upper case heightSubline 2 units

1

1

1

1

17

CAN/LIN Data Logger

GL2000

5.2 Use of Headline Element on Housing Labels

Typeface in the Bar To determine the size and position of the typeface for housing labels, the gray and red bars are subdivided into 5 units each.

The edge distance of the type from the top is one unit. The distance of the headline and subline to theleft bar edge is 1 unit of the gray bar.The upper case height of the headline in the gray bar and the subline in the red bar is 2 units each.(thus, 2/5 of the respective bar in which they are placed)

For use of the bars, a master document exists from which the dimensioned bars can be obtained (see previous page).

The text box of the sublines and headlines must always be aligned in such a way that the letters are left-justified at the defined edge distance (see previous page).

Subdivision of the bars into 5 units each

5. Headline Element

1

1

18

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Vermeiden Sie Risiken und stellen Sie die Qualität Ihres gesamten Steuergeräte-Entwicklungsprozesses sicher – mit der 360° Testing Solution von Vector.

Erhöhen Sie die Qualität Ihrer Elektronikentwicklung im Fahrzeug. Die Vector 360° Testing Solution unterstützt Sie dabei rundum.

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Vector Informatik GmbH | Stuttgart · Braunschweig · Hamburg · Karlsruhe · München · Regensburg | www.vector.com

























CH1 CH2 CH3 CH4 Status

CAN/LIN Interface

VN1640A

CH1 CH2 CH3 CH4 Status

CAN/LIN InterfaceVN1640A


Qualitätsvorsprung: auf Nummer sicher!

Headline 1 Headline 2

Subline













Don‘t

5.3 Do‘s and Dont’s

One-time Use of BarsThe bars are used only individually (never multiple times) in the layout and transport the main topic of the medium. They are not used twice and are also not used as an additional design element within running texts.

Bars for Communication Media and Housing LabelsThe type size for two- and three-line headlines of 2/3 the bar height must not be fallen below or exceeded for communication media. One-line headlines should not exceed the upper case height of 4/13.

For housing labels an upper case height of one-line headlines of 2/5 the bar height must not be fallen below or exceeded as a rule. Exceptions are individual cases of extreme formats and long sublines in which the upper case height of the subline may be divided by 1.75 (see chapter 6.12-6.13).

Correct use of typeface and bars

Correct type size Too large type in the bar

Duplicate use of the bar Too large type in the bar

Do

Do Don’t

5. Headline Element

19

6.1 Flexible Layout System

A Flexible SystemThe bar/image or bar design elements form a flexible system, in which the weighting can be varied depending on requirements. The size ratio of the bar is always 3:2, however (see chapter 4.1).

6. Design System

Different examples of the flexible design system

20

1 2 3 4USB

Compact Logger

GL1000

User LED

LIN/CAN Interface

VN1611

Power

Communication

MOST Activity

Error

Info

MOST LOCK

GLA150

Activity ActivityMaster MasterEthernet CH1 Ethernet CH2

Status

Ethernet/CAN Interface

BroadR-Reach® 100BASE-TX 100BASE-T

VN5610

01Ihr Ansprechpartner bei Vector: Katja Hahmann · [email protected]

Der KundeZF TRW gehört zu den weltweit größten Automobilzulie-ferern. Mehr als 40 bedeutende Automobilhersteller werden mit fortschrittlichen Systemen aus dem Bereich der Fahrzeugsicherheit beliefert. Dazu gehören beispielsweise Brems, Lenkungs und Radaufhängungssysteme sowie anspruchsvolle Insassenschutzsysteme und Fahrzeugelektronik.

Die HerausforderungWeltweit Prüfstände konfigurieren für den Test verschie-dener Steuergeräte unter verkürzten Rüstzeiten. Sowohl die Anzahl der Steuergeräte als auch deren erweiterte Funktionalität verursachten bei ZF TRW immer höhere Kosten und Zeitaufwände für Steuergerätetests. Jedes Steuergerät muss unzählige elektrische, funktionale und mechanische Umwelt und EMVTests vor der Freigabe absolvieren. Um dieser steigenden Komplexität und den verfügbaren Zeitschienen auch in Zukunft gerecht zu werden, suchten die Prüfstandsingenieure nach einer flexibleren Prüfstandslösung. Sie sollte global und einheitlich an allen Standorten umgesetzt werden.

Die LösungIntelligentes Netzwerk-Interface im MittelpunktEine zentrale Rolle im neuen Konzept der komponentenbasierten Prüfstände spielt das modulare NetzwerkInterface VN8900 von Vector. Neben seiner hohen Leistungsfähigkeit bietet es als weiteren entscheidenden Vorteil die Möglichkeit des autonomen Betriebs. Dabei laufen CANoe Restbussimulationen und Testabläufe mit der kostengünstigen CANoe standalone extended Lizenz auf dem VN8900 ohne einen angeschlossenen CANoe BedienPC. Jeder Prüfstand besteht aus einem 19"Schrank mit sechs Einschüben, in die jeweils ein VN8900 integriert ist. Damit lassen sich sechs Steuergeräte je Prüfstand parallel prüfen. Aus den Entwicklungsabteilungen vorhandene CANoe Restbussimulationen lassen sich somit mit minimalen Anpassungen in den Tests direkt weiterverwenden. Durch das

neue Konzept sind die Rüstzeiten drastisch reduziert: von bis zu acht Monaten zum Umrüsten eines Steuergerätetests von OEM1 auf OEM2 auf jetzt zwei bis drei Wochen. Gleichzeitig sind die Anpassungszeiten kurz vor Teststart auf unter eine Woche verringert. Bei ZF TRW befinden sich 32 Prüfstände weltweit im Einsatz. Künftig werden diese auch für Tests von Radar und Kamerasystemen im Bereich des autonomen Fahrens genutzt.

Die VorteileDrastisch reduzierte Umrüstzeiten – schnellere Projekte> Prüfstände fügen sich nahtlos einfügen der in die

ZFTRWWerkzeugkette ein> Restbussimulationen sind mit minimalen Anpassungen

in Tests direkt weiterverwendbar> Rüstzeiten sind drastisch reduziert> Hohe Stabilität und Robustheit bei Langlauftests> Kostengünstige CANoe standalone extended Lizenz

ermöglicht autonomen Betrieb des VN8900> Breite und kostenlose Unterstützung der benötigten

OEMspezifischen Protokolle durch Vector> Kostenlose Updates des VN8900 auf neue CANoe

standaloneVersionen

V1.0

8/2

015

PN

D_C

S_T

RW

_VN

890

0_D

E

Blockschaltbild eines von sechs Einschüben in einem Prüfstand

VN8900 Prüfstände weltweit umrüsten in Rekordzeit

Case Study ZF

01

Ein Blick hinter die KulissenIm Rahmen der Steuergeräteentwicklung oder bei der Analyse eines Steuergerätefehlverhaltens werden Blackbox-Tests durchgeführt. Hierzu werden die Ein- und Ausgänge eines Steuergeräts zum Stimulieren und zum Messen an ein Testsys-tem angeschlossen. Obwohl der Testingenieur so umfangreiche Analysen durchführen kann, ist es für bestimmte Tests nötig, direkt in das Steuergerät zu blicken. Nur so sind aussagekräftige Testergebnisse zu erhalten oder der Testaufwand zu reduzieren.

In den meisten Fällen reicht für die Funktionsprüfung einer Kom ponente tatsächlich der Blick auf die Steuergeräteein und -ausgän ge (Bild 1). Schwierig wird es aber dann, wenn im Steuergerät Zustandsmaschinen verwendet werden. Deren aktueller Zustand lässt sich an den Ausgängen des Steuergeräts nur indirekt – durch die Wirkung – erkennen. Auch bei Sensoren, deren Werte nicht über das Bussystem übertragen werden, kann der Testingenieur nur schwer auf Fehler in der Software Anbindung schließen. Es ist ihm von außen nicht ersichtlich, an welcher Stelle der Sensorwert falsch verarbeitet wird.

Je nach Zeitpunkt in der Steuergeräteentwicklung werden verschiedene Methoden angewendet, die den Zugang zu internen Steu ergerätedaten erlauben. In frühen Phasen werden beispielsweise die steuergeräteinternen Werte oft über das Hilfsmittel sogenann ter „reservierter Entwick-lungsbotschaften“ nach außen gegeben (Bild 1).

Für den Funktionsentwickler eines Zulieferers ist dies eine effektive und schnelle Möglichkeit, die genau auf den jewei-

ligen Zweck zugeschnitten ist. Diese Zusatzbotschaften müssen aber für die späteren Entwicklungsphasen und ins-besondere für die System integration und die Serien- fertigung wieder entfernt werden. Sie bedeuten eine zu-sätzliche Buslast und im schlimmsten Fall kollidieren sie im System sogar mit Botschaften anderer Komponenten. Eine weitere Möglichkeit, an die internen Werte zu gelangen, ist

Steuergeräte-Testmit XCP-Unterstützung

Ein Blick hinter die Kulissen

Bild 1: Herkömmliches Testsystem für den Steuergerätetest mit eingeschränktem Zugriff auf steuergeräteinterne Werte über die Diagnosefunktion oder mittels einer individuellen Bot schaft des Entwicklers













6.2 Possible Uses

A Stage for Headlines and SublinesThe bars are used as a headline stage in the different media. These media may include advertisements, brochures, case studies, product information, fact sheets, and housing labels.The weighting of image and bar sizes conforms to requirements such as for the media type and/or text quantity.

6. Design System

Advertisement Case study Technical article

Housing label

21

12,12


Subline


Subline


Subline

27,42

18,28

11,42

24,32 16,15

16,1528,27

8,08

6.3 Print Space on DIN A Media

26 UnitsTo calculate the print space, the page is divided horizontally and vertically into 26 units each.

For communication-driven media (little text as on e.g. advertisement), the print space is 1 unit from the bot-tom edge of the page, 3.5 units from the left edge of the page and 2 units from the right edge of the page.

For content-driven media (large amount of text), the print space is 1 unit from the bottom edge of the page, 2 units from the left edge of the page, and 2 units from the right edge of the page.

For two-column texts, the gutter is the width of one unit. Running text has the distance of the height of one unit from the bar.

The headline element is 3 units from the left edge of the page for communication-driven media and 1.5 units from the left edge of the page for content-driven media. Logo and type are always within the print space.

Media with less content: communication-driven

6. Design System

Media with more content: content-driven

1 Unit (DIN A4 – in mm):

22


Subline


Subline

11,42

49,17

45,69

6.4 Logo Size and Position on DIN A Media (Normal Case)

Communication-driven and Content-driven DIN A Media in Portrait FormatThe logo height is 1/26 of the format height for communication-driven and most content-driven media. The white space in which the logo is located is 4/26 of the format height (logo area).Exceptions can be found on the next page.

Communication-driven DIN A medium

6. Design System

The logo is one unit high and is centered within 4 units.

Content-driven DIN A medium

1 Unit 1 Unit

e.g. DIN A4 in mm:

23


Subline

0101

6.5 Logo Size and Position on Technical Articles (Exceptional Case)

Smaller Logo Area for Technical ArticleIf required, the logo area can be reduced to the height of 3 units for content-driven media such as technical articles.

Inside PagesWhen content pages are involved, e.g. for a technical article or product information, the logo is placed at the top left inside the print space with a height of 5 mm.

Content PageLogo height is 5 mm

First Page of Technical ArticleLogo height is one unit

6. Design System

24


Subline

6.6 Handling the „Mark Pro“ Typeface in Texts

Headline and Subline in the BarsThe font of the first headline in the bar is always Bold, the font of the second line is Regular. More detailed information on the type sizes in the bar can be found in section „Headline Element“ (see chapter 5).

Incorporated Text and Boiler PlateMark Pro Bold with 8.5 pt/tracking 15/line spacing 13 in black is used for incorporated text and boiler plate.

Red Intermediate Headline and Black Intermediate HeadlineMark Pro Bold with 8.5 pt/tracking 15/line spacing 13 in Vector red is used for an intermediate headline in the text.If another headline below the red headline is needed, Mark Pro Bold with 8.5 pt/tracking 15/line spacing 13 in black is used.

Running TextThe running text is set in Regular font, type size 8.5 pt/tracking 0/line spacing 13 and follows the intermediate headlines without blank line.

6. Design System

Incorporated text: Mark Pro Bold: 8.5 pt / line spacing 13 pt / tracking 15. Llitaque liquae. Nequi isquis molor mi, ab ipsusam as dolu pta sim que velitat et plit aspelecte liquatisoluo.

Intermediate headline: Mark Pro Bold: 8.5 pt / line spacing 13 pt / tracking 15Running text: Mark Pro Regular: 8.5 pt / line spacing 13 pt / tracking 0. Ma volor re, tem quatur, ut omnihita-tem necus ea consequ amenissi dolenimin con pratem-fuga. Itatio beati ute eictet la ea dis solu ptis sequunt alique eat ist. Borem iunt deni blab is quam, qui omni.

> Intermediate headline: Mark Pro Bold: 8.5 pt / line spacing 13 pt / tracking 15 Das dessit fugitas consenda volum conet aut aute mrentum suntotatius es as num dipisi is pos Beaquos apiet plabor aut prehenis aut et imendes

> Autem endigendit vel ipsum facessum ea dis nat vid et ut laut as eos ea sum et porpor emporiorume itas consenda volum conet aut autu ptam et vellacit sum equosant aut la vollent em

> cusapelit entus rerciisque volorei ctatum audit, ex eat facculpa solu ptur ccu ptatia ape dolumit fugi-tasconsenda volum conet aut auteeos ea sum

> Tasse pa cum quodita spelesequam reseque ommo-lu ptam et vellacit sum et porpor seque nonse nobis-sim quam remquosant aut la vollent em Beaquos apiet plabor.

Boiler plate: Mark Pro Bold: 8.5 pt / line spacing 13 pt / tracking 15. Core commo eicidelit fuga volorroris as en dis eum velis molu ptis audi ommolenistin re, tetur, comni volu ptatiaue velitat et plit aspelec.

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6.7 Handling the „Mark Pro“ Typeface in Texts without Bar

Headline in Exceptional CasesIf in exceptional cases no bar is used in the layout or is used only within an image (e.g. in the technical article), the Mark Pro Bold in red with 15 pt/tracking 18 can be set for the headline.

6. Design System

Headline technical article: 15 pt / line spacing 15,75

Incorporated text: Mark Pro Bold: 8.5 pt / line spacing 13 pt / tracking 15. Llitaque liquae. Nequi isquis molor mi, ab ipsusam as dolu pta sim que velitat et plit aspelecte liquatisoluo blat quuntis solendelest, o ptati dolu pti onserem dolu ptat.

Intermediate headline: Mark Pro Bold: 8.5 pt / line spacing 13 pt / tracking 15Running text: Mark Pro Regular: 8.5 pt / line spacing 13 pt / tracking 0. Ma volor re, tem quatur, ut omnihita-tem necus ea consequ amenissi dolenimin con pratem-fuga. Itatio beati ute eictet la ea dis solu ptis sequunt alique eat ist. Borem iunt deni blab is quam, qui omni-hic iatur audiones autem.

> Intermediate headline: Mark Pro Bold: 8.5 pt / line spacing 13 pt / tracking 15 Susantiati nobiti veliquam, quos ut volu pta tenias dessit fugitas consenda volum conet aut aute mren-tum suntotatius es as num dipisi is pos Beaquos apiet plabor aut prehenis aut et imendes

> Autem endigendit vel ipsum facessum ea dis nat vid et ut laut as eos ea sum et porpor emporiorume itas consenda volum conet aut autu ptam et vellacit sum equosant aut la vollent em

> cusapelit entus rerciisque volorei ctatum audit, ex eat facculpa solu ptur ccu ptatia ape dolumit fugi-tas consenda volum conet aut auteeos ea sum

> Tasse pa cum quodita spelesequam reseque ommo-lu ptam et vellacit sum et porpor seque nonse nobis-sim quam remquosant aut la vollent em Beaquos apiet plabor aut prehenis aut et imendes tiset ipsusam alicipi delitate

Boiler plate: Mark Pro Bold: 8.5 pt / line spacing 13 pt / tracking 15. Llitaque liquae. Nequi isquis molor mi, ab ipsusam as dolu pta sim que velitat et plit aspelecte liquatisoluo blat quuntis solendelest, o ptati dolo onseret.

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Vector Informatik GmbH | Stuttgart · Braunschweig · Hamburg · Karlsruhe · München · Regensburg | www.vector.com 01Ihr Ansprechpartner bei Vector: Katja Hahmann · [email protected]










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6.8 Line Justification

Left Justification Bullet lists or one-column texts are set left justified.

Left and Right JustificationText body is set left and right justified in multi-column running text.

Use of left justification Example of advertisement

Use of left and right justification Example of case study

6. Design System

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6.9 Handling of Bullet Lists

BulletsThe „Greater than“ character is used for bullets. For communication-driven media, a red „Greater than“ character is used. For content-driven media and media with many bullets, a black „Greater than“ character is used.

Bullets and the associated bullet list are set in the same font. Thus, the bullet in front of a bullet item set in Regu-lar type is also set in Regular type. The same applies to a bullet item set in Bold. The bullet in front of it is also set in Bold.

6. Design System

Communication-driven medium: redExample of advertisement

Content-driven medium: blackExample of case study

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6.10 URL Addresses, Email Addresses, Image Captions, and Footers

Vector URL and Email AddressesVector URL and email addresses are set in red „Mark Pro Bold“ within running text.

Image Captions and FootersImage captions and footers are set in „Mark Pro Regular“. For DIN A4 media, the type size is also 6 pt in this case. URL addresses in footers are set in black in Regular font.

Image CaptionFrom research on advertising effectiveness, it is know that the eye falls on the image first and then the image caption.

Image caption 6 pt URL addresswithin running text

URL addressin the footer

6. Design System

Use of left justificationExample of advertisement

Use of left and right justificationExample of case study

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a

a

Am volor milictet imus de nos molu ptae porrum quiantiissi: Simpor se quiae dipis enecabo. Nequi senis

Am volor milictet imus de nos molu ptae porrum quiantiissi: Simpor se quiae dipis enecabo. Nequi senis

6.11 Eye-catchers

Working with Eye-catchersRed rectangles are used as informative eye-catchers. The eye-catchers are always located in the area outside the print space at the right edge of the media. The length of the eye-catcher can be varied flexibly. Its height is optimally identical to the height of the red bar.

Typeface in the Eye-catcherThe type size within the eye-catcher is 8.5 pt and the line spacing is 13 pt. „Regular“ font is used. „Bold“ font can be used for highlighting.

The distance of the text within the red box from the left, top, and bottom outside edge of the eye-catcher is 3 mm. The distance to the right outside edge is 1/26 of the media width, if possible.

6. Design System

Use of the eye-catcher

Placement of the eye-catcher: 8/26 of the format width from the right edge of the pageHeight of the eye-catcher = red bar height (a=a)

Edge distance of the type within the eye-catcher: 3 mm

U1 U

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HeadlineSubline

HeadlineSubline

6.12 Design Parameters for Housing Labels

Design of Portrait LabelsPortrait labels are subdivided into 13 units. The edge distance of the bar to the left side is one unit (out of 13 units) squared. The bar height is 3 units (line height), as is the logo area.

Design of Landscape LabelsLandscape labels are subdivided into 8 units. The edge distance of the bar to the left side is one unit(out of 8 units) squared. The height of the headline element is 2 units, the edge distance of the headline element to the top is 3 units.

The Following Applies to Portrait and Landscape Labels:The logo has the height of one unit. The white space at the top and bottom is also one logo height. More detailed information on positioning and size of the typeface in the bar can be found in section „Headline Element“ (see chapter 5).

6. Design System

Portrait label Landscape label

31CANFR Stat

Power

Communication

MOST Activity

Error

Info

MOST LOCK

Intelligent Diagnostic Device

VN8810

HeadlineSubline

HeadlineSubline

6.13 Design Parameters for Miniature Labels and Housing Labels with Fixed Components

Logo Size with Small Design Area (e.g. due to fixed components such as LEDs) If the design area is small due to fixed components, the bar height and the logo areawithin the units of the grid can be reduced to 2 units. In this case, the logo is one thirdof these two units high.

Long SublineBecause the labels can in some cases contain very different formats and text lengths, the option exists to divide a subline that is too long by 1.75 in order to obtain a smaller subline in the red bar.

Logo Size for Miniature LabelFor the benefit of the logo size, the logo is 1.5 unit highs and is centered within 3 units here.The edge distance corresponds to the minimum edge distance of 1/2 V2.

Labeling of the LED MarkingsAs a rule, the LED labels are in 6.5 pt type. For miniature labels, the type size is reduced to 5 pt. They are set in black.

6. Design System

When less design area is available: Logo size: 1/3 of the two units; type size of the LED labels: 6.5 pt

Reduction of the subline with extreme portrait format

Miniature label: Logo size 1.5 units;type size of LED labels: 5 pt

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7.1 In General

The Vector icons are special by the fact that they just consist of outlines, whereby they appear simple and modern. Areas were renounced deliberately. Industry IconsThe industry icons can be used for visualizing the Vector industries.

Solution IconsThese three solution icons can be used for visualizing these Vector solutions: Electronic Vehicles, Functional Safety and Security.

Miscellaneous Vector IconsThe miscellaneous Vector icons can be used in graphics, in charts or presentations. Here you can find the icons in different formats: Y:\_Released\Vector\General\Graphics

7. Icons

Industry Icons

Solution Icons

Miscellaneous Vector Icons (here for example 12 icons)

Automotive Commercial Vehicles

Electronic Vehicles

Functional Safety

Security

Railway Aerospace Industry Research & Education

Medical

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R 255 G 0 B 0

R 255 G 255 B 0

R 0 G 255 B 0

Do Don‘t

7.2 Do‘s and Dont‘s

Industry and Miscellaneous Vector IconsThese icons may be used on a colored square and without a square in the background. On 47% and 22% Vector gray and on Dark orange and Light orange the icons are set positive (black outline). On all other Vector colors the icons are set negative (white outline).The icons consist of outlines which may be colored. Coloring whole areas is not allowed.

Solution IconsThese icons can only be used on a colored square.To use them without background is not allowed because the icon otherwise has no purchase.

ExceptionThe traffic light icon is an exception, because a single contour of the icons can be colored .

Error-Red and Ok-GreenAn error-red for the cross icon and an ok-green for the test check icon were defined.

7. Icons

Solution Icons

Error-RedException: Traffic light Ok-Green

Industry and Miscellaneous Vector Icons

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8.1 In General

Photographs are always used in Vector’s corporate communication, services, and personal marketing. Only photo-graphs that speak the Vector image language may be used. These photographs are specially created for Vector and released. For the product communication illustrations are used, because complex information has to be communicated. If the topic can be constructively visualized by photographs, this is always a good and desirable option.

For the image language of the photography, our Simplifier claim (Our claim is to offer relief to engineers in their work tasks, regardless of how complicated and difficult.) and the 3 Vector brand values (team spirit, competency, precision) are crucial. These values are translated to criteria that each Vector photograph must meet:

1) Simplifier Claim > simple (reduced, uncomplicated, understandable, clear, comprehensible)2) Team spirit > emotional (near, together, at eye level)3) Competency > professional (high value, innovative, self-confident)4) Precision > clear (explicit)

Additionally our passion for technology and the motto „From engineers for engineers“ must be visualized.

The photograph is to be as natural and honest as possible and transport the brand values. A photograph affects viewers differently in nuances and provides a certain leeway for interpretation. Photographs should therefore be taken and used carefully.

8. Photographs

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8.2 Image Language

The Moment > Capture „the“ special moment > Create an emotional, vivid, and natural impression of the event (authentic situations) > Journalistic, narrative snapshot with documentary precision

The Setup > Recognizable depth gradation (foreground, middle ground, background) > Especially spacious depth of field blur (focus should be on the „middle ground“ and the blurring should not be

too dominant in the photograph; otherwise we violate the „Precision“ value) > Clear situations (no crowded photographs/hidden-image photographs)

The People > Sympathetic, natural and human depiction

8. Photographs

Positive examples of photographs

Together

Fascinating Professional At eye level

Near Natural

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8.2 Image Language

Light Conditions > Natural light conditions > Use of light/backlight or technical reflections

The Coloring > Natural, warm colors > A Vector red component may be included but not in a contrived manner > Rather desaturated colors

The Photograph EditingPhotographs are not framed. Therefore, light photograph backgrounds must be give enough gray component that the photograph edges are recognizable.

8. Photographs

Negative examples of photographs

Distanced

From below Closed Replaceable

Posed From above

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Language must be used in the same way as the company‘s visual world: to communicate Vector‘s position and values. This can only be done if both the literal (denotational) and associative (connotative) aspects of language are used. In advertisements, on the Internet and in individual sales talks, our business partners’ perception is shaped by the diction and expression of wording. Language is a critical success factor for the company and it is important to know how to use corporate language to create an appropriate brand style.

A corporate language achieves the following: > deliver a clear and concise picture of the Vector brand and values; > emphasize its innovation leadership; > build trust; > communicate the company’s self-concept as a simplifier; and > support our core values of team spirit, competence and precision.

Vector’s brand values can be transferred into language values. Identifying language values is so important be-cause authors and copywriters need some sort of benchmark by which to assess how well texts are attuned to the Vector brand. Instead of “I like it” or “I don’t like it”, such values provide an objective measure of whether a text is “right for Vector” or “not right for Vector”.

9.1 The Simplifier (Mastering Complexity)

The simplifier in language: > It is easier to understand complex topics if they are described in simple language. > Simplification in language means using natural language, i.e. in the same way that you or your readers talk. > Use short sentences and split long sentences up into smaller ones where possible. Avoid nested sentences. > Use a verbal style in your speech and writing. That avoids passive sentences and nominal structures. > Structure your statements: say only one thing per sentence or perhaps even per paragraph. > Prefer plain language to jargon and conversational to technical language.

9.2 Team Spirit Translates to Emotional Appeal

At the heart of the brand value of “team spirit” is human collaboration and proximity. This can be projected by us-ing language that appeals to the emotions.

Language has emotional appeal if > it focuses on the customer’s interests rather than on Vector.

“Mastering your development challenges will be easier with the solution,” and not “We have a new and complex solution.”

> it is intimate and personal, not distanced and impersonal. “Are you working on a challenging project? Go for an intelligent solution tailored to your needs” and not “Pur-poseful solutions for complex tasks”

> it is authentic, not contrived or stilted. “A pretty good argument” and not “A highly cogent rational argument”.

9. Language Values

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9.3 Precision Becomes Accurateness

The brand value of “precision” can be communicated by using meticulously exact language and precise wording. Many of our readers are themselves engineers who like to read or hear clear and accurate statements just as much as we do.

Accurateness in language means: > Omit needless words. Get to the point.

“Version 7.3 collects data three times faster than familiar measuring tools” and not “This solution offers nu-merous possibilities to meet different purposes.” “The proven Vector tools for the E/E development provide the environment for safe and timely architecture de-velopment. “ and not “Vector IT performs projects in a wide range of different industries.”

> Don’t just list simple facts. Pictorial language supports the message. “Use consistent and lean development tools to avoid friction losses “ and not “Vector offers products for all aspects of your work”. “Start measuring up to 10 TB a second right now with the new CANape Version 17.7” and not “CANape 17.7 is now available.”

Aim at precision also by correct spelling and punctuation as well as appropriate typography. Really work on a piece of writing. Use the proofreading tools available in the software. And ask colleagues to read your stuff to find any mistakes there might be in it.

9.4 Competence Transfers to Valuable Know-how

The brand value of “competence” is reflected by an objective language. We demonstrate that we are experts in our field by the very language we use to express ourselves. We identify the challenge; the solution conveys knowl-edge and the input which Vector can offer falls into place.Write “Do you need to display and edit differently sized description files quickly and flexibly while calibrating ECUs? Use convenient file viewers and editors. These are included with CANape” and not “To help you view de-scription files easily CANape comes with various viewers and editors for every possible type of relevant description file.”

9.5 The Check List: Rules for Skillful Writing

1) Change perspective. From the supplier’s to the customer’s point of view. Immerse yourself into the customer’s needs and wishes. Focus clearly on the benefits to the customer.

2) Address the customer directly. Use personal pronouns (we, you, our, your) to develop a dialogue. Provide the customer with convincing argu-ments. Challenge the customer to become active.

3) Write clearly and simply. Get to the point. Write short sentences. If a sentence gets longer than 10 words, consider breaking it into two sentences. Prefer short words to longer ones. Avoid embedded clauses, if possible. Write clear main and subor-dinate clauses. Make sure the verb is used as early as possible in the sentence. Avoid convoluted (multi-clause) sentences.

4) Grab and keep the reader’s attention. Ask questions which compel the reader to keep reading. Questions are particularly good text openers. Elicit imag-es in the reader’s mind. A pictorial language gets you message across to you customer easier. Use words which stimulate the reader’s curiosity. Avoid repetition, platitudes and empty phrases. Avoid the imperative (must).

5) Ask yourself why you are writing the text, and then answer your own question. What message are you trying to get across? What is the point of the text? How do you hope the customer will respond? Get to the point: write and say exactly what you mean.

9. Language Values

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9.6 Word Worlds

Use the following terms in texts to convey the brand value.

Simplifier / Mastering Complexity > Nouns: passion, commitment, solutions, answers (to complex challenges) > Verbs: relieve, make easier, make simpler, make possible, respond, understand, develop > Adjectives: experienced, efficient, simple, easy > Wordings, expressions: questions, challenging tasks (rather than problems), overcome difficulties.

Team spirit > Nouns: Vectorians, partners, you (form of address), support, commitment, fairness, honesty, loyalty, team > Verbs: support, help, be committed, experience > Adjectives: together, with each other, as partners > Wordings, expressions: support customers, for you, shared task

Competence > Nouns: excellence, expertise, experience, know-how > Verbs: can (be able), make possible, explain, recognize, know, do, create, understand, grasp, enable > Adjectives: technical, professional, successful, correct, excellent, well-thought-through, well-founded, modern,

innovative, experienced, proficient > Wordings, expressions: for over 30 years, tomorrow’s technology, from the ground up, for this reason, for a long

time, always have, taking up the challenge

Precision > Nouns: top, top quality, technology, precision, details, meticulousness, care, quality > Verbs: improve, test, optimize, check, analyze, calibrate, evaluate > Adjectives: professional, reliable, custom-tailored, accurate, exact, precise, detailed, true to the last detail, per-

fect, customized > Wordings, expression: get to the heart of, scrutinize

9. Language Values

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10. Special Features in the Written Communication

10.1 “Vector” in the Communication

In the communication we use only the term “Vector”. We do not use “Vector Group”, “Vector Informatik”, “Vector Software” or similar.The legal entities under which the national companies are registered are only used in a legally relevant context: for official letters, SAP offers, orders, invoices etc., contracts, press releases, business cards, imprint, etc.

The word “Vector” is generally not marked in the text flow and is not replaced by the logo.“Vector” is always written without a hyphen. Examples: “Vector buildings”, “Vector employees” etc.

10.2 English Titles

English headings are written by Vector in the so-called “Title Style”.Everything is capitalized except for:

> Articles (the) > Prepositions (of, from, at) > Associating conjunctions (and, but, for, nor, or, so, yet) > to in the infinitive (How to Write a Research Paper) > Subordinate conjunctions (after, although, as if, as soon as, because, before, if, that, unless, until, when,

where, while)

Example: Vector Expands Worldwide Access to Educational Content

Contact Christiane Picard · Marketing SpecialistPhone: +49 711 80670 [email protected]

Iva Ziegler · Marketing Specialist GraphicsPhone: +49 711 80670 [email protected]

Vector Informatik GmbHIngersheimer Straße 24 · 70499 Stuttgart · Germanywww.vector.com