(Đầy đủ nhất) Bộ nhận diện thương hiệu nội thất cao cấp Axent Bộ nhận diện thương hiệu trong Marketing Đầy đủ Cụ thể Chi tiết Chuyên nghiệp

CORPORATE MANUAL



WELCOME AT AXENT
AXENT is the luxury brand from Switzerland and is the encounter of all the
world-class excellent components.
Swiss precision in technology and controlling, Italian design, Advanced
Innovative Technology and Chinese craftsmanship in Ceramics.

欢迎 恩仕
恩仕，一个来自瑞士高端品牌，集合了当代所有世界级的优质元素。
瑞士的精准技术把控， 意大利设计，先进的创新技术以及中式的陶
瓷工艺。

4

July 2016


THE LOGO

Structure and measures
结构和尺寸

8

9

Logo on coloured backgrounds

10

Logo colours

11

Logo Minimum Size

12

Logo Scaling

12

Logo Scaling

13

不同底色上的标志
标志颜色
最小尺寸
比例
比例

Logo on photographic backgrounds

14

Logo on photographic backgrounds

15

Logo Don'ts

16

Logo Don'ts

17

Logo placement on products

18

背景图上的标志
背景图上的标志
错误示例
错误示例

产品上的标志

COLOURS / 颜色

20

PAPER CHOICE / 纸张选择

22

colours Background

21

Guidelines22
准则

Paper applications - Overview
纸张应用 － 总揽

TYPOGRAPHY / 字体
Display corporate font
Primary corporate font
System corporate font
企业系统字体

23

24

24
25
26

Typing rules

27

IMAGERY / 图像

28

书写准则

IMAGE EXPRESSION
IMAGE EXPRESSION
IMAGE EXPRESSION
Emotional images
感性图片

PRODUCTS IMAGES / 产品图片
Technical images
技术图片

28
29
30
31

LAYOUTS / 版式
Sheet format

39

COVER format

40

COVER format

41

Design collection catalogue - Cover Sample

42

Font structure - design collection CATALOGUE

43

纸张尺寸

封面规格
封面规格

设计系列目录册封面示例

字体结构 - 设计系列出版物

33

PPT演示

76

Business Cards sample - Europe

46
46
48
49

50
51
52
52
53
53

ENVELOPES / 信封

Font structure - Price List samples
Font structure - Price List samples
Price List samples

TECHNICAL SHEETS / 技术参数表
Font structure - Technical Sheets

USER MANUALS / 用户手册示例
Font structure - User Manuals
Font structure - User Manuals
Font structure - User Manuals
User Manuals samples
用户手册示例

54

55
56
57

58

59

60

61
62
63
64

User Manuals samples

65

PRESS / 媒体

66

用户手册示例

媒体文件版式 - 单语
体文件版式 - 双语

推广卡 - 双语

Promotional Card sample - Monolingual

68
69

Promotional Card sample - Bilingual

69

POSTER / 海报

70

Poster layout samples
海报版式示例

Business Cards sample - Bilingual

Envelopes sample
信封 示例

LETTERHEAD / 信笺
Letterhead sample
信笺 示例

71

AXENT Corporate Manual - July 2016

77

78

79

80

CD SLEEVE / 光碟套

83

NOTEPAD - A5 / A5 便条本

84

PENCIL / 铅笔

85

DOCUMENTS FOLDER / 文件夹

86

DOCUMENTS FOLDER / 文件夹

87

SHOPPER / 纸袋

88

BADGE / 证件

89

Badge samples

MAIL SIGNATURE / 邮件签名
Mail signature - Monolingual
邮件签名 - 单语

91

Envelope - Design collection

AXENT Corporate Manual - July 2016

94

Faucets packaging Boxes

94

AXENT.ONE premium packaging Box

95

Single Box Labels - Europe

96

Single Box Labels - Europe

97

CE Labels for ceramic products - Europe

98

SHOWROOM - STORE / 展厅/门店

99

水龙头包装盒

Axent One 精装包装盒
普通包装盒标签
普通包装盒标签

陶瓷制品CE标志 - 欧洲

Price tag - Bilingual
价目牌 - 双语

99

Price tag - monolingual

100

BRAND STORYTELLING

101

价目牌 - 单语

90

QUALITY CERTIFICATION / 质量认证
卡 - 设计系列

普通包装盒

94

90
90

Card - Design collection

Ordinary packaging Boxes

89

Mail signature - Bilingual
邮件签名 - 双语

PACKAGING / 包装

81

82

信封 - 设计系列

6

76

CD LABEL / 光碟标签

证件 示例

PROMOTIONAL CARDS / 推广卡

3D RENDERING DRAWINGS
35
Pictograms36

67

73

BUSINESS CARDS / 名片

Design collection catalogue samples
设计系列目录册示例 - 双语
Products catalogue - Cover Sample
Font structure - Product CATALOGUE
Font structure - Product CATALOGUE
Font structure - Product CATALOGUE
Product catalogue samples
设计系列目录册示例 - 双语
Product catalogue samples
设计系列目录册示例 - 双语

PRICE LIST / 价目单示例

72

75

名片 示例 - 双语

字体结构 - 设计系列出版物

72

STATIONARY

45

推广卡 - 单语

图标

Powerpoint presentation - Samples

Font structure - design collection CATALOGUE

35

Pictograms37

PPT演示

44

字体结构 - 设计系列出版物

PRODUCT ILLUSTRATIONS guidelines

图标

Powerpoint presentation

Font structure - design collection CATALOGUE

Newsletter & press sheets - Monolingual

32

DIGITAL LAYOUT / 数码版式示例

名片 示例 - 欧洲

34

产品图示指引

38

纸张尺寸

Technical drawings
技术图纸

38

Sheet format

91

92

7


THE LOGO
STRUCTURE AND MEASURES

Every logo tells a story, the story of a brand, the characteristics of a product, the philosophy of a company. At just one glance, the
logo transmits core messages, clearly identifies distinct traits, unequivocably communicates values.

结构和尺寸

Timeless elegance, precision, clarity. Purity, swissness, tech-orientation.
The AXENT logo says it all.

The AXENT logo has a rigorous geometric construction and its proportions shall never be varied.
AXENT always comes with its payoff "Switzerland", except for applications in small dimensions.

标志

Always surround the AXENT logo with the amount of white space shown below to ensure that the logo is easily identifiable, visible and
legible. Clear space shown in the representation below is the minimum clear area that has to be maintained around the logo.

In a printing items, it is also the minimum distance from the edges, to be kept in order to preserve the correct visibility.

每个标志都在叙述一个故事，叙述一个品牌的故事，产品的特性，企业的理念。

No graphic item or text shall be kept inside the clear space.

仅是匆匆一瞥，标志便传能达出核心的信息，清晰的品牌特性，明确的品牌价值。
永恒的优雅，精准，清晰。纯粹，瑞士特性，高科技。
恩仕的标志正说明了这一切。

恩仕的标志有严格的几何构造，并且它的比例将永远不会改变。
恩仕的标志始终带有标语“瑞士”，除非有特殊的小尺寸运用
围绕着恩仕的标志始终留出大量的空白，以确保标志很容易识别，醒目和清晰。在上述表达中，标志周围必须保持最小空白区。这也是印
刷品文本内容离边距的最小距离。图像和文字内容，就必须保持在清晰空间内。

x

x

x

x

2/3 y

y

y

y

x

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LOGO ON COLOURED BACKGROUNDS

LOGO COLOURS

不同底色上的标志

标志颜色

POSITIVE LOGO

The logo may be placed (positive or negative) on neutral colour backgrounds, whether they are gradient or not
The highest contrast and visibility of the logo on the background always must be guaranteed
标志可以被放置于（正形或是负形）中性色调的底色上，也可以是渐变背景色。

Pantone 412 U

必须保证标志的高对比度和可视性。

to be used for 1 colour printing

正形标志：Pantone 412U
专色印刷

C 0 M 0 Y 0 K 80
to be used for 4 colour printing
80% Black

70% Black

60% Black

四色印刷

R 98 G 92 B 88
for digital use only
50% Black

40% Black

30% Black

20% Black

10% Black

5% Black

电子设备显示色

NEGATIVE LOGO

负形标志
C0 M0 Y0 K0

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LOGO MINIMUM SIZE
最小尺寸

WITH PAYOFF
W. 35 mm H. 12 mm

两行字符 宽35mm 高12mm

WITHOUT PAYOFF
W. 22 mm H. 5 mm

单行字符 宽22mm 高5mm

12

LOGO SCALING

LOGO SCALING

比例

比例

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July 2016

13


LOGO ON PHOTOGRAPHIC BACKGROUNDS

LOGO ON PHOTOGRAPHIC BACKGROUNDS

背景图上的标志

背景图上的标志

As a general guideline it is recommended to avoid putting the logo on photographic images, commercial communication items may
be an exception. If needed please follow the direction listed below
遵循一贯准则，我们会避免将标志置于照片图像上，除非是商业传播用途的项目。

LOGO ON THE PRODUCT

MOOD/ABSTRACT IMAGES

产品图片 - 产品上可视标志

氛围/抽象图片

If the AXENT logo is clearly visible on the product no other

When used on mood photographs or abstract images (or in

logo is put on the image

any case where no AXENT product image is used) the logo
must be placed upper left. Maximum logo visibility and correct
distances must be guaranteed

如果恩仕的标志是在产品上是清晰可见的，图片上则不
用再出现标志。

当使用氛围照片图像或者抽象照片图像（或者在不出现恩仕产品的图像
中）标志必须被放置在左上方。必须保证标志的可视性并且注意周围的留
白。

LOGO NOT VISIBLE ON THE PRODUCT
产品图片 - 产品上不可视标志

If the AXENT logo is not visible on the product a logo
can be placed, always upper left. Clear space, maximum
visibility and legibility must always be guaranted
如果恩仕的标志在产品上不是清晰可见的，则可以放入
标志，总是位于左上角。必须保证置于清晰的空白处，以

及最大可视性和可读性。

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LOGO DON'TS

LOGO DON'TS

错误示例

错误示例

No corporate colour

Wrong coloured background

Missing payoff

非企业用色

底色用色错误

无标语

That is permissive only for placement
on products, minimum size use (p.11)
and international packagings

Lack of contrast
缺乏对比度

Wrong proportion between

Wrong distance between logo

logo and payoff

and pay-off

标志与标语比例错误

标志与标语间的距离错误

Repeated logo and wrong position

Wrong position and lack of legibility

重复标志且放置位置错误

放置位置错误且缺乏可视性

Lack of contrast
缺乏对比度

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LOGO PLACEMENT ON PRODUCTS

LOGO PLACEMENT ON PRODUCTS

产品上的标志

产品上的标志

Reproduced without pay off
Logo position and size are different in relation to the product and they have to be agreed with the designer

GENERAL GUIDELINES: BATHROOM FURNITURE
产品上的标志是不带有下行标语的

16 mm

基本参考线：浴室家具

标志摆放位置和尺寸针对每件产品而定，必须和设计师意见达成一致

METALLIC PLATE
W. 30 mm H. 11 mm

GENERAL GUIDELINES: BATHROOM FIXTURE

POSITIONING

基本参考线：卫浴产品

DRAWERS

DOOR - WALL UNIT

DOOR - FLOOR UNIT

NICKEL FINISHING
MAX. size W. 30 mm H. 7 mm

MIN. size W. 16 mm H. 3.7 mm

Align top left

Internal door - Align bottom left

Internal door - Align top left

POSITIONING
WASHBASIN
FRONT SECTION

FRONT SECTION

FRONT SECTION

exceptions / not
mentionated typology
Two logos, centred to basin

Centred to basin

Centred to basin

have to be agreed
with the designer

BATHTUB

TOILET

FRONT SECTION

TOP VIEW

TOP VIEW

TOP VIEW

Centred,
under the tap

18

Centred to plate

Centred to toilet

Centred to toilet

on the top

in the gap

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COLOURS / 颜色
COLOUR SYSTEM
BLACK FOR BASIC TYPOGRAPHY

COLOURS BACKGROUND

BLACK PROCESS 100% K

黑色用于基本字体印刷。
BACKGROUND
COLOURS

Black

PRIMARY CORPORATE COLOUR

BACKGROUND OPACITY
0%

20%

30%

50%

80%

100%

HOT FOIL

PANTONE
412 U

PANTONE 412 U

首选企业用色
HOT FOIL

PANTONE
7529 U

For logo, types, graphic elements and background for
texts
用于标志，字体印刷，图形和文字内容的底色

LOGO COLOURS
PANTONE 412 U

Secondary corporate colour

PANTONE 7529 U

PANTONE 7529 U

次选企业用色

For graphic elements and backgrounds
用于图形和背景

HOT FOIL

COLOUR REFERENCE:

烫金

PANTONE 8003 C

For details on stationary elements and details
on catalogue covers
用于文具物品和目录册封面的细节

COLOUR REFERENCE:
PANTONE SILVER

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PAPER CHOICE / 纸张选择
GUIDELINES

PAPER APPLICATIONS - OVERVIEW

准则

纸张应用 － 总揽

DO NOT GO FOR AN OPTIC WHITE PAPER
不要使用纯白纸张
In order to convey an elegant and sophisticated mood, the
corporate image requires a slightly ivory white for papers, both

DESIGN COLLECTION CATALOGUE - COVER

LETTERHEAD

设计系列目录册 - 封面

信笺

- option 1: Hard cover, uncoated textured wrap paper 110g
- option 2: 300 g, uncoated textured paper, with flaps

100 g uncoated paper

- 选项1：硬质封面，不覆膜压纹纸张110g

for stationary and catalogues

100g 不覆膜纸

- 选项2：折叠式的不覆膜压纹纸，纸重至少300g

我们的企业形象，传达的是一种优雅精致的格调，需要的是浅象牙色的纸

张，用于文具和目录册。

CATALOGUE - SOFT COVER

NOTEPAD A5

目录册 - 软封面
410 g, uncoated textured paper

A5 便条本
100 g uncoated paper

需要打印在不覆膜的压纹纸上，410g

100g 不覆膜纸

CATALOGUES - INTERNAL PAGES

CD LABEL

目录册: 内页

光碟标签

100 g uncoated paper

100 g uncoated paper

100g 不覆膜纸

100g 不覆膜纸

TECHNICAL SHEETS

CD SLEEVE

PREMIUM TOUCH FEELING

高品质的触感
The tactile sensation you get when touching a sheet of paper is
fundamental, be careful the paper is not too smooth

选纸时注意不要选择太光滑的纸面

技术参数表

光碟套

UNCOATED PAPER IS BETTER

FOLDER: 300 g uncoated paper
SHEETS: 100 g uncoated paper

250 g 不覆膜纸

不覆膜纸张较好

250 g uncoated cardboard

技术手册折页: 300g 不覆膜纸
技术参数表: 160g 不覆膜纸

Uncoated paper better fits with the AXENT style and always
gives a feeling of quality and sophistication

DOCUMENT FOLDER

纸张

不覆膜纸张更加适合恩仕的品牌形象和风格，更能给予一种雅致的品

PROMOTIONAL CARDS

质。

推广卡

SEARCH FOR SUSTAINABILITY CERTIFICATION

推广卡: 300g 不覆膜纸
包装纸带: 100g 纸

CARDS: 300 g uncoated paper
PAPER BAND: 100 g paper

提倡使用高质量且带有资格证书的环保纸张印刷

300 g, uncoated textured paper
选用不覆膜的压纹纸，300g

QUALITY CERTIFICATION - DESIGN COLLECTION

质量认证 - 设计系列
100 g uncoated paper
100g 不覆膜纸

BUSINESS CARDS

名片
300 g uncoated paper
300g 不覆膜纸

QUALITY CERTIFICATION ENVELOPE

质量认证信封
100 g uncoated paper
100g 不覆膜纸

ENVELOPES

信封
100 g uncoated paper
100g 不覆膜纸

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AXENT Corporate Manual - July 2016

AXENT Corporate Manual - July 2016

23


TYPOGRAPHY / 字体
DISPLAY CORPORATE FONT

PRIMARY CORPORATE FONT

THEMAModerato

NEUE HAAS GROTESK

DISPLAY TYPEFACE: Use Thema Moderato for display purposes - headline and title where attention and contrast

PRIMARY ENGLISH TYPEFACE: Neue Haas Grotesk typeface is to be used for all main titles and texts in all print media

from body text are needed.

HEADLINE

THEMA MODERATO B LIGHT

Minimal Size 14 pt

RUNNING HEADLINE

THEMA MODERATO B REGULAR

Minimal Size 14 pt

THEMA MODERATO B MEDIUM

THEMA MODERATO B BOLD

ABCDEFGJKLMNOPQRSTUVW XYZÄƯÜ abcdefgjklmnopqrstuvwxyzäưü 1234567890
ABCDEFGJKLMNOPQRSTUVW XYZÄƯÜ abcdefgjklmnopqrstuvwxyzäưü 1234567890
ABCDEFGJKLMNOPQRSTUVW XYZÄƯÜ abcdefgjklmnopqrstuvwxyzäưü 1234567890
ABCDEFGJKLMNOPQRSTUVW XYZÄƯÜ abcdefgjklmnopqrstuvwxyzäưü 1234567890

FANGZHENG YA SONG GBK – 方正雅宋

SUB HEADLINE

NEUE HAAS GROTESK Display

Minimal Size 10 pt

45-LIGHT

2/3 of Headline

BODY TEXT

NEUE HAAS GROTESK Display

Minimal Size 5 pt

55-ROMAN

FOOTER

ABCDEFGJKLMNOPQRSTUVWXYZÄƯÜ
abcdefgjklmnopqrstuvwxyzäưü
1234567890
ABCDEFGJKLMNOPQRSTUV WXYZÄƯÜ
abcdefgjklmnopqrstuvwxyzäưü
1234567890

Minimal Size 5 pt

SUB HEADLINE

NEUE HAAS GROTESK Display

Minimal Size 5 pt

65-MEDIUM

Same Size as

ABCDEFGJKLMNOPQRSTUVWXYZÄƯÜ
abcdefgjklmnopqrstuvwxyzäưü
1234567890

Body Text
NEUE HAAS GROTESK Display
75-BOLD

ABCDEFGJKLMNOPQRSTUVWXYZÄƯÜ
abcdefgjklmnopqrstuvwxyzäưü
1234567890

FANGZHENG LANTING HEI GBK – 方正兰亭黑

CHINESE DISPLAY TYPEFACE: Use Fang Zheng Ya Song for display purposes – headline and title where attention and
contrast from the body text are needed.

HEADLINE

FANGZHENG YA SONG-R

重新创想卫浴空间

SUB HEADLINE

Minimal Size 14 pt

FANGZHENG LANTING HEI-EL

Minimal Size 9 pt

我们如何定义我们所看到的，
知道我们所知道的，

2/3 of Headline

RUNNING HEADLINE
Minimal Size 14 pt

FANGZHENG YA SONG-M

重新创想卫浴空间

BODY TEXT

FANGZHENG LANTING HEI-R

Minimal Size 5 pt

我们如何定义我们所看到的，
知道我们所知道的，

FOOTER
FANGZHENG YA SONG-DB

Minimal Size 5 pt

重新创想卫浴空间

Number Use English
Typeface Only

FANGZHENG YA SONG-B

SUB HEADLINE

重新创想卫浴空间

Minimal Size 5 pt

FANGZHENG LANTING HEI-DB

Same Size as

我们如何定义我们所看到的，
知道我们所知道的，

Body Text
FANGZHENG LANTING HEI-B

我们如何定义我们所看到的，

知道我们所知道的，

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SYSTEM CORPORATE FONT

TYPING RULES

企业系统字体

书写准则

Arial typeface is the system font that better fits the AXENT identity.

AXENT name is always typed in all capital letters when

It is to be used for correspondence such as word files, emails, ppt presentations, etc

included in a text

在编辑文本时，出现恩仕名字AXENT总是全部大写。

Arial是系统字体，适用于在编辑word文件，邮件和ppt演示文件等

I - FLUSH is always typed in all capital letters
ARIAL REGULAR

ABCDEFGJKLMNOPQRSTUVWXYZÄƯÜ
abcdefgjklmnopqrstuvwxyzäưü
1234567890

ABCDEFGJKLMNOPQRSTUVWXYZÄƯÜ
abcdefgjklmnopqrstuvwxyzäưü
1234567890

I-FLUSH

when included in a text

在编辑文本时，出现I-FLUSH总是全部大写。

E- BIDET is always typed in all capital letters
ARIAL BOLD

AXENT

E-BIDET

when included in a text

在编辑文本时，出现E-BIDET总是全部大写。

A.S.T. is always typed in all capital letters when included

A.S.T.

in a text

在编辑文本时，出现A.S.T.总是全部大写。

Neue Haas Grotesk
WESTERN ALPHABET IN CHINESE TEXT when writing
western alphabet glyphs in a chinese text always use the
correct typeface (Neue Haas Grotesk/ThemaModerato)

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IMAGE EXPRESSION

IMAGERY / 图像
IMAGE EXPRESSION

CULTURE OF PRECISION EXCELLENCE
POWERFUL SIMPLICITY
Manifesting perfection through simplicity
that is only inherent and equal to

perfection in nature.

EXPERIENCE THE COMPLETE BATHROOM
THE FEELING OF EVERYDAY PLEASURE

AUTHENTIC NATURE
Nature-Inspired Colors and Textural
Surfaces

DIVINE GRACE
Purity of Form in Nature’s Geometry

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IMAGE EXPRESSION

EMOTIONAL IMAGES
感性图片

COMPLETE BATH IMAGES
Images communicating AXENT’s brand philosophy on providing a complete
bathroom experience through innovation of sanitaryware solutions. These

THE ART OF INTELLIGENT

images create the emotional connectivity and expression for Rethinking

FUNCTIONALITY

the Bath. To be used in brand communication, on various print and digital
applications including brochure, catalogue, adverts, digital splash or landing
page.

IMAGE STYLE
-- Styling and color scheme must remain in coordination with the new AXENT
color system.
-- Use natural surfaces and textures in material selection, with references on
marble, natural wood, botanical wall and authentic landscapes.
-- Include lifestyle objects that communicates the ideal habitat with human
trace.
-- Direct viewing angle on products, presenting an immersive experience into
the world of AXENT.

RESTRICTIONS
Cultural icons are to be kept to a minimum. No other brand representations are
to be obvious or legible.

PIONEERING CRAFTSMANSHIP
THROUGH TECHNOLOGY

LIFESTYLE IMAGES
Images projecting AXENT’s lifestyle vision on the complete bath and the
consumer experience

RETHINKING THE BATH

of Powerful Simplicity. Integrated subject matter, communicating interaction
between human and product within the context of a lifestyle environment.
These images can be used in brand communication, on various print and
digital applications including brochure, catalogue, adverts, digital splash or
landing page.

IMAGE STYLE
-- Composition featuring the complete bathroom as the main subject
matter and focal point.
-- Create an immersive experience looking into the environment. Use
wide-angle view in the first-person.
-- The human subject supports the experiential narrative but must not
overpower the product focus, which is the main subject matter.
-- Subjects are self-aware and happy in what they are doing. Gestures
show a natural elegance; facial expressions are genuine, nonpretentious nor posed. Avoid direct eye contact when portraying people.
-- Demographically professionals 30-50 y/o, attractive and interesting but
not necessarily commercially beautiful to underline authenticity.
-- Styling and color scheme must remain in coordination with the new
AXENT color system.
30

July 2016

July 2016

31

PRODUCTS IMAGES / 产品图片

TECHNICAL IMAGES
技术图片

SINGLE PRODUCT IMAGE: AMBIENT ENVIRONMENT

SINGLE PRODUCT IMAGE: TECHNICAL

Images communicating AXENT product experience in the human

Images describing the product, to be used

context of lifestyle environments. Conscientiously curated with the

on technical communication tools: product

target audiences in mind, these environmental spaces represent

manual, technical sheets, and user manual.

the range of residential and commercial projects where AXENT

These images are treated with a white limbo

products and consumers are directly engaged. Ambient product

photoshooting technique. The background

images can be used in brand communication, on various print and

and the shadow of the product must remain

digital applications including brochure, catalogue, adverts, and the

genuine. Do not use post production

website.

backgrounds in replacement.

IMAGE STYLE
IMAGE STYLE

-- Styling and color scheme must remain in coordination with the
new AXENT color system.

-- Showcasing single products as the subject

-- Use natural surfaces and textures in material selection,

matter on a clean, white background.

with references on marble, natural wood, botanical wall and

-- Communicating the experience of Powerful

authentic landscapes.

Simplicity through product photography.

-- Include lifestyle objects that communicates

The expression is humanistic, uncluttered,

the ideal habitat with human trace when shooting products in an

conveying natural perfection with absence

ambient environment.

of additional decorative elements.

-- Purity and fluidity in composition, not overtly geometric or rigid.

-- Product casts a soft, natural shadow. Deliver

-- Direct viewing angle on products, presenting an immersive

a clear precision of focus throughout the

experience into the world of AXENT.

image.
-- May present the product in front view, top

RESTRICTIONS

view, and perspective view.

-- Cultural icons are to be kept to a minimum.

-- Shoot under professional studio lighting.

No other brand representations are to be
obvious or legible.

PRODUCT DETAIL IMAGE: AMBIENT
ENVIRONMENT
Product detail images capturing the intelligent
functionality of AXENT design and innovation. A balance
between sensibility and sensuality, these images
emphasize on the unique product features and advocate
the principle of pioneering craftsmanship through
technology. Product detail images can be used in brand
communication, on various print and digital applications
including brochure, catalogue, adverts, and the website.

32

July 2016

July 2016

33


TECHNICAL DRAWINGS /

PRODUCT ILLUSTRATIONS GUIDELINES
技术图纸

产品图示指引

2D TECHNICAL DRAWINGS

Illustrations can be a simplified product
representations (no more than four

AXENT technical drawings are solely composed of line elements and are always presented in the colors black and white.

drawings). Outline should be in the same

Unnecessary graphic elements are removed for ultimate precision and simplicity.

colour than the title. Stroke weight 0.75 pt.

max. 25 mm

Interrupted lines (for example when two

Ø15

lines come too close) should end in round

1
136 - 224

10 mm

caps.

4

1. DIMENSIONS minimum size: Arial Regular 5 pt

2

3.

3

产品图示可以简单表达产品(不要多于四个图示）

2. Arrows triangle start-end

。线条应该与标题字体同色，线重为0。75pt。

Product Lines 0,75 pt

中断线条(比如两根线条太靠近的情况)应该以圆
头线条收尾。

4. Reference Lines 0.25 pt

3

> 525

429 - 500

> 390

max. 25 mm

ADOBE ILLUSTRATOR
10 mm

Stroke 0,25 pt

PLUMBING SOLUTIONS

Arrowheads No 9
Scale 200% / 200 %
360 - 370

4

3D RENDERING DRAWINGS
AXENT 3D rendering drawings communicate the world of AXENT’s product designs and are always presented on a white

36

285

background.

700

370

Ø50

335

1045

680

490

Ø35

34

July 2016

July 2016

35


PICTOGRAMS

PICTOGRAMS

图标

图标

TOUCH SCREEN SMART CONTROL WITH APP
APP 触摸屏智能遥控器
Maximum Width 13 mm

Open Lid

Open Seat

Close

Auto Open

Auto Flush

Menu

Rear Wash

Dryer

Lady Wash

Flush

Timer

Deodorizer

Strong Wash

Oscillating
Shower

Pulsating Shower

Oscillating &
Pulsating Shower

Shift

Position

Self Cleaning

Descale

System Purge

Oscillating Dryer

ECO

Night Light

Airless Siphon
Technology

I-Flush

Easy Clean
Technology

E-Touch
Technology

Save

Delete

Air Temp

Seat Temp

Water Temp

Temp

Wi-Fi

Stroke 1.5 pt
Maximum Height 13 mm

4.5 mm
Neue Haas Grotesk Display
o 8 pt
ROMAN
First Letter Capitalized
Leading 9
Tracking 40

Lady Wash

REMOTE CONTROL ICONS
遥控器图标
Water Flow

User

Rear Wash

Lady Wash

Dryer

Radio

Television

Game

Music Timer

Music

Touch Screen

E-Book

Image

Bluetooth

Setting

Stop

Automatic
Sensor

High

Low

Plus

Minus

Stop

Stroke weight:
Massage

Water Flow

Seat Heating

Position

Front

Rear
Stop

Dry

System Purge

Descale

Setting

Massage

minimum 0.35 pt
线重：至少 0.35 pt

Pay attention to legibility
of the icons

Night Light

注意图标的可识别性
Flow

Temp

Position

User1

Eco

User2

Up

2

Low

36

Mute

High

ECO

Down

Shift

July 2016

July 2016

37

LAYOUTS / 版式
SHEET FORMAT 200 X 250MM

SHEET FORMAT A4

纸张尺寸

纸张尺寸

200 X 250 MM LAYOUT

A4 LAYOUT

200 X 250 mm 版式

A4 版式
15 mm

4mm

15 mm

15 mm

4mm

15 mm

6.5 pt

6.5 pt

Baseline grid

Baseline grid

Start 0mm

Start 0mm

Relative to Top of margin

Relative to Top of margin

All typography (text), images technical

All typography (text), images technical

drawings etc. are always aligned on the

drawings etc. are always aligned on the

grid, with rare exceptions

grid, with rare exceptions

15 mm

12

9 mm

12

15 mm

9 mm

-- Design Collection Catalogue (Special editions)

设计系列目录册

-- Collections Catalogues

各系列目录册

-- Products Catalogue / WDI Catalogue

产品目录册 / WDI目录册

-- Price List

价目单示例

-- Technical Sheet

用户手册示例 / 指导手册

-- User Manual / Instructions Maual

为配合以上材料的其他印刷品都可放入盒中

-- Newsletter and press sheets

技术参数表

Any kind of further commercial print publication to

-- Documents be inserted in separate folder

媒体文件版式

accompany the above materials and that could be

-- User Manual / Instructions Maual

文件类可另附一个文件夹

inserted in a box

38

July 2016

July 2016

39


COVER FORMAT

COVER FORMAT

封面规格

封面规格

200 X 250 MM LAYOUT

A4 LAYOUT

200 X 250 mm 版式

A4 版式

AXENT International AG

www.axentinternational.com

15 mm

PLUMBING SOLUTIONS

65 mm

PLUMBING SOLUTIONS

15 mm

AXENT International AG

www.axent-bclean.com

USER MANUAL

15 mm

15 mm

15 mm

Design Collection Catalogue (Special editions)

设计系列目录册

-- option 1: Hard cover, uncoated textured wrap

- 选项1：硬质封面，不覆膜压纹纸张110g

HARD COVER BOOK BINDING

paper 110g
Thread Sewn Sections

-- option 2: 300 g, uncoated textured paper, with

User Manual / Instructions Maual

用户手册示例 / 指导手册

Same paper to internal pages: 100 g

内页使用同样的纸张: 100g 不覆膜纸

- 选项2：折叠式的不覆膜压纹纸，纸重至少300g

flaps
SOFT COVER BOOK BINDING

uncoated paper

Thread Sewn Sections

HARD COVER BOOK BINDING

Thread Sewn Sections

Collections Catalogues

各系列目录册

Products Catalogue / WDI Catalogue

产品目录册 / WDI目录册

Price List

价目单示例

Soft cover: 410 g, uncoated textured paper

软封面: 需要打印在不覆膜的压纹纸上，410g

SOFT COVER BOOK BINDING

Thread Sewn Sections

40

July 2016

July 2016

41


DESIGN COLLECTION CATALOGUE - COVER SAMPLE

FONT STRUCTURE - DESIGN COLLECTION CATALOGUE

设计系列目录册封面示例

字体结构 - 设计系列出版物

200 X 250 MM LAYOUT

FOLDING FLAPS LUXURY COVER

200 X 250 mm 版式

精装折叠式封面

FRONT
COVER

BOOK TITLE
1.1 Neue Haas Grotesk MEDIUM / LIGHT 18 pt

0

LOGO width 50 mm

26 pt Leading, Tracking 20, UPPERCASE
80% Black oder Weiss
(Bold for the most important information)

7.1 SIDE variable size, Logo width 20 mm

0

COMPANY NAME
3.3 Neue Haas Grotesk MEDIUM 9 pt

Background:

13 pt Leading, Tracking 20, UPPERCASE

- option 1: Hard Cover, without flaps. Paper wrap 110 g
- option 2: Uncoated textured paper, at least 300 g, with flaps

Contacts

Graphic elements: hot foil, color reference Pantone Metallic Formula
Guide 8003 C

3.5 Neue Haas Grotesk ROMAN 9 pt
13 pt Leading

1.1

背景：

BACK
COVER

－选项1：不带折叠的硬质封面

NDEX SUBTITLE
2.2 Neue Haas Grotesk MEDIUM 9 pt
13 pt Leading, Tracking 20, UPPERCASE

－选项2：折叠式的不覆膜压纹纸，纸重至少300g

BATH COLLECTIONS

INDEX TEXT

图案元素：烫金参考色为PANTONE金属色配方色卡 8003 C，至少300g

2.3 Neue Haas Grotesk ROMAN 9 pt

26 pt Leading, Tracking 20, UPPERCASE

INDEX TEXT ITALIC (second Language)
2.4 Neue Haas Grotesk ITALIC 9 pt
26 pt Leading, Tracking 20, UPPERCASE
Page Number

5.1 Neue Haas Grotesk ROMAN 8 pt
13 pt Leading, Tracking 20, center

3.3
3.5

7.1

AXENT International AG

www.axentbath.com

2.2

GALLIA
SERIES
TECHNICAL DRAWINGS
TECHNISCHE ZEICHNUNGEN

2.3

2.4

04
22

HELVETIA


www.axentbath.com

PLUMBING SOLUTIONS

AXENT International AG

INDEX
PAGE

SERIES
TECHNICAL DRAWINGS
TECHNISCHE ZEICHNUNGEN

28
46

ITALICA
SERIES
TECHNICAL DRAWINGS
TECHNISCHE ZEICHNUNGEN

54
74

AXENT.ONE
SERIES
TECHNICAL DRAWINGS
TECHNISCHE ZEICHNUNGEN

80
82

THE WORLD OF AXENT
DIE WELT VON AXENT

83

PAPER WRAP SAMPLE:
Fedrigoni POLIWRAP E/R55 Aida g/m2 110

42

5.1

July 2016

July 2016

03

43


FONT STRUCTURE - DESIGN COLLECTION CATALOGUE

FONT STRUCTURE - DESIGN COLLECTION CATALOGUE

字体结构 - 设计系列出版物

字体结构 - 设计系列出版物

BRAND STORY
GALLIA ; Free-standing bathtub
GALLIA ; Freistehende Badewanne

GALLIA

3.3
3.5

3.3 / 3.4
3.3.1 / 3.4.1

GALLIA ; Free-standing washbasin
GALLIA ; Freistehendes Waschbecken

3.1.1

Trends come and go, style remains. French fashion and a sophisticated lifestyle
inspire this series with soft lines and a gentle, ageless look.
Trends kommen und gehen, Stil bleibt. Französische Mode und ein anspruchsvoller
Lebensstil inspirieren eine Kollektion, die fließende Linien und einen zeitlosen Look
vereint.

PRODUCT SUMMARY

GALLIA ; TECHNICAL DRAWINGS - TECHNISCHE ZEICHNUNGEN

GALLIA ; COLOR AND FINISHES - FARBEN UND OBERFLÄCHEN
T72.1220.0000.0

L72.0672.0011.0

05

16

GALLIA ; Wall-mounted toilet
GALLIA ; Wand-WC

17

TOP

PHOTO PAGES

Code: 00

Code: 02

V72.xx00.xxxx.0
V72.xx02.xxxx.0

Without top surface

Italian Calacatta Gold Marble

Ohne Oberseite

Italienischer Calacatta Gold - Marmor

V72.7702.XXXX.0
Cabinet - Unterschrank

LEGS / FÜSSE

CABINETS / SCHRÄNKE
external / außen

internal / innen
Code: 51

Ebony Glossy

Code: 5

Rust Matte

Ebenholz Hochglanz

Cabinet - Unterschrank

Dark Taupe Glossy

Dark Taupe Matte

Taupe, Dunkel, Hochglanz

4.1
Pergamon Glossy

Pergamon Matte

Chrome

Pergamon Hochglanz

Pergamon Matt

Chrom

Product

x

V72.xxxx.6281.0

PRODUKTCODE LEGENDE
External
colours

Top
colours

Handles
and legs
colours

x
Internal
colours

Produkt

 x . x

x

Breite

Farbe
Außen

x x . x x  xx . x x
Modell

Version

Farbe
Top

Farbe
Griffe und
Füße

x
Farbe
Innen

 x . x
Variante

W72.0555.0001.0

26

08

27

CONTENT SUBHEADLINE

CONTENT SUBTITLE _ROMAN TT ITALIC

TABLE TITLE WITH LINE

3.2 Neue Haas Grotesk ROMAN 12 pt

3.4.1Neue Haas Grotesk ITALIC 9 pt

4.1 Neue Haas Grotesk MEDIUM 7 pt

13 pt Leading, Tracking 20, UPPERCASE

14 pt Leading, Tracking 20, UPPERCASE

80% Black oder Weiss

HEADLINE LIGHT

Width

x x . x x  xx . x x
Model

26 pt Leading, Tracking 20, UPPERCASE

Code: 1

Chrom

Code: 8

PRODUCT CODE LEGEND

3.1 Neue Haas Grotesk MEDIUM 22 pt

V72.xxxx.5971.0

Chrome

Taupe, Dunkel, Matt

Code: 62

4.2 / 4.2.1

HEADLINE

Code: 1

Chrom

Code: 7

V72.1200.XXXX.0

Cabinet - Unterschrank

W72.0455.0001.0

V72.xxxx.5151.0

Chrome

Rostbrau Matt

Code: 59

V72.1000.XXXX.0

Code: 1

6 pt Leading, Tracking 20, UPPERCASE

Line 0,25 pt

CONTENT SUBTITLE _MEDIUM TT

Content Text: First Language

3.3 Neue Haas Grotesk MEDIUM 9 pt

3.5 Neue Haas Grotesk ROMAN 9 pt
13 pt Leading

13 pt Leading, Tracking 20, UPPERCASE

3.1.1Neue Haas Grotesk MEDIUM 22 pt

Table Text - roman 7pt / Product Number

4.2 Neue Haas Grotesk ROMAN 7 pt
13 pt Leading, Tracking 20

26 pt Leading, Tracking 20, UPPERCASE

CONTENT SUBTITLE _MEDIUM TT ITALIC

Content Text: Second Language

80% Black oder Weiss

3.3.1Neue Haas Grotesk MEDIUM ITALIC 9 pt

3.5.1Neue Haas Grotesk ITALIC 9 pt
13 pt Leading

13 pt Leading, Tracking 20, UPPERCASE

Table Text - ITALIC 7pt

4.2.1Neue Haas Grotesk ITALIC 7 pt
13 pt Leading, Tracking 20

CONTENT SUBTITLE _ROMAN TT

–– Content Text _bullets

3.4 Neue Haas Grotesk ROMAN 9 pt

3.6 Neue Haas Grotesk ROMAN 9 pt
13 pt Leading

13 pt Leading, Tracking 20, UPPERCASE
44

July 2016

July 2016

45


DESIGN COLLECTION CATALOGUE SAMPLES

设计系列目录册示例 - 双语

ALLEN
TECHNICAL
DRAWINGS

ALLEN
SERIES
TECHNICAL DRAWINGS
TECHNISCHE ZEICHNUNGEN

02
12

TECHNISCHE
ZEICHNUNGEN

DUNE
SERIES
TECHNICAL DRAWINGS
TECHNISCHE ZEICHNUNGEN

ALLEN ; TECHNICAL DRAWINGS - TECHNISCHE ZEICHNUNGEN

L55.0060.0000.0

L55.0175.0000.0

Washbasin - Waschbecken

Build-in washbasin - Einbauwaschtisch

16
26

WASHBASINS
SERIES
TECHNICAL DRAWINGS
TECHNISCHE ZEICHNUNGEN

30
40

TOILETS / URINALS
SERIES
TECHNICAL DRAWINGS
TECHNISCHE ZEICHNUNGEN

48
54

THE WORLD OF AXENT
DIE WELT VON AXENT

58

BATH COLLECTIONS

L55.0255.0000.0

L55.0255.0000.1

Above counter washbasin - Aufsatzbecken

Above counter washbasin - Aufsatzbecken

L55.0275.0000.0
Above counter washbasin - Aufsatzbecken

ALLEN Series

13

CRAFTSMANSHIP
Overseen by its highly qualified engineers, AXENT merges Asian tradition with modern design.
Authentic craftsmanship and the ancient art of ceramics are transformed into top quality
materials, finishes, technology and design. The end result is a desirable blend of superior
comfort and contemporary design that delivers environmental benefits.

QUALITY IN DETAILS
Great design is more than the sum of its parts. AXENT lives this philosophy by paying close
attention to every aspect of its products, from design and materials, through to function
and finishes. Beautiful detailing is used to create a practical, yet aesthetically pleasing and
comfortable whole. The result is a remarkable achievement every time.

ALLEN

HANDWERKSKUNST
The natural weathering of rocks shows the power of water at its best. Through
such erosion, the beauty of irregular and smooth surfaces is formed. The

Allen bathroom series mimics this uniqueness, with an asymmetric design
characterised by gentle lines of varying shapes.

Bewahrt durch ihre hoch qualifizierten Ingenieure, verschmilzt AXENT asiatische Tradition mit
modernem Design. Authentische Handwerkskunst und die alte Kunst der Keramik werden in
hochwertigen Materialien, Oberflächen, Technik und Design umgewandelt. Das Endergebnis,
welches Vorteile für die Umwelt bietet, ist eine wünschenswerte Kombination aus überlegenem
Komfort und modernem Design.

Die natürliche Verwitterung von Gesteinen zeigt die Kraft des Wassers von seiner
besten Seite. Durch eine solche Erosion, wird die Schưnheit der unregelmäßigen
und glatten Oberflächen gebildet. Die Allen Badezimmerserie imitiert diese
Einzigartigkeit mit einem asymmetrischen Design, gekennzeichnet durch sanfte
Linien unterschiedlicher Formen.

02

QUALITÄT IM DETAIL
Grossartiges Design ist mehr als die Summe seiner Teile. AXENT lebt diese Philosophie durch
die sorgfältige Berücksichtigung jedes einzelnen Aspekts seiner Produkte, vom Design über die
Materialien bis hin zu Funktionen und Oberflächen. Hervorragende Finesse wird genutzt, um
eine praktische, aber ästhetisch ansprechende und komfortable Gesamtheit zu kreieren. Das
Ergebnis ist jedes Mal eine bemerkenswerte Leistung.

03

61

SCHUMAN ; One-piece Toilet
SCHUMAN ; Einteiliges-WC

AXENT International A G

www.axentinternational.com
52

46

W02.0172.0000.0

July 2016

July 2016

47


PRODUCTS CATALOGUE - COVER SAMPLE

200 X 250 MM LAYOUT

SOFT COVER

200 X 250 mm 版式

软封面

FONT STRUCTURE - PRODUCT CATALOGUE

FRONT

BOOK TITLE

COVER
0

1.1 Neue Haas Grotesk MEDIUM / LIGHT 18 pt

LOGO width 50 mm

26 pt Leading, Tracking 20, UPPERCASE
80% Black oder Weiss

7.1 SIDE variable size, Logo width 20 mm
8.

(Bold for the most important information)

PRODUCT ILLUSTRATIONS Max dimensions: Height 25 mm,
Stroke weight: 0.75 pt

0

COMPANY NAME
3.3 Neue Haas Grotesk MEDIUM 9 pt

Background: to be printed on uncoated textured paper, at least 410 g

13 pt Leading, Tracking 20, UPPERCASE

Graphic elements print: varnish or silkprint, in a colour contrasting
with the background.

Contacts

Please be carefull and use colours that fit AXENT communication

3.5 Neue Haas Grotesk ROMAN 9 pt

concept and look & feel.

13 pt Leading

1.1

背景：需要打印在不覆膜的压纹纸上，至少410g

NDEX SUBTITLE

PLUMBING SOLUTIONS

2.2 Neue Haas Grotesk MEDIUM 9 pt

图形元素印刷：上光或者丝印，使用的颜色应与背景形成对比。

13 pt Leading, Tracking 20, UPPERCASE

BACK

请谨慎使用颜色，一定要与恩仕视觉品牌形象相符合。

COVER

INDEX TEXT
2.3 Neue Haas Grotesk ROMAN 9 pt
26 pt Leading, Tracking 20, UPPERCASE

INDEX TEXT ITALIC (second Language)
2.4 Neue Haas Grotesk ITALIC 9 pt
26 pt Leading, Tracking 20, UPPERCASE
Page Number

5.1 Neue Haas Grotesk ROMAN 8 pt
13 pt Leading, Tracking 20, center

3.3
3.5

AXENT International AG

www.axentinternational.com

CONTENTS

7.1

AXENT International AG

www.axentinternational.com

PLUMBING SOLUTIONS

TOILET SEAT

INDEX

8

PAGE

PLUMBING SOLUTIONS

BIDET SEAT
UREA SEAT
UREA HINGE
PP SEAT
PP HINGE

3.1
2.2

FLUSH VALVE
8
14
33
34
65

SINGLE FLUSH VALVE
DUAL FLUSH VALVE

PUSH BUTTON AND LEVER
SINGLE FLUSH PUSH BUTTON
SINGLE FLUSH LEVER
DUAL FLUSH PUSH BUTTON

CONCEALED CISTERN
UNIVERSAL FRAME FOR BIDET
UNIVERSAL FRAME FOR WASHBASIN
FURNITURE CISTERN
ACCESSORIES

68
75
77
78
79

ACCESSORIES

128

DESCRIPTION

136

DUAL FLUSH PLATE

84

2.3

100
104
114
116
121

INSTALLATION SYSTEM

FILL VALVE

94

INDEX

137

NOTES

140

PAPER SAMPLE:
Fedrigoni BROSSULIN XT E/R05 Tela g/m2 410
5.1
48

July 2016

July 2016

3

49