安盛集团AXA品牌VI手册（2017年版）.pdf

AXA May 2017 Design principles Contents 3 Welcome 39 Printing techniques 78 Themes 41 Environment 79 How to use it 4 A new direction 80 What doesn’t work 5 Being more iconic 43 Colour 81 Infographics 6 A brand that’s fit for purpose 44 Three key principles 7 A symbol with meaning 45 Specifications 82 Grid and layout 9 Kit of parts 46 How to use it 83 Three key principles 47 Combination table 84 Introduction – the basics 10 The logo 48 What doesn’t work 85 Overview 11 Three key principles 86 Identifiers 12 Logo versions 49 Typography 88 Hero – formats 13 How to use it 50 Three key principles 89