Introduction
This Brand Guideline has been developed to help you quickly and effectively navigate the Electro-Voice brand. The Introduction section covers the brand essence and brand steering wheel, a strong foundation upon which to build the Electro-Voice brand. The Brand Elements section describes the main elements of Corporate Design for the Electro-Voice brand. The Corporate Design is binding worldwide. Make your contribution to a globally strong, uniform Electro-Voice brand identity by applying the specifications in this style guide systematically. This will also assure recognition of the Electro-Voice brand in all application areas.
Contacts
We are a global in-house team that provides a broad range of Marketing Communications services for the Communications Systems Business Unit – all with the know-how and passion that comes from being so close to our brands every day. It is our goal to produce and provide marketing materials of exceptional quality to help you more efficiently and effectively engage with customers and enhance each step of their brand and product experience. If you have questions concerning Electro-Voice Corporate Design, please contact the following individuals from the Business Unit Communications:
- CHRISTINA BALANON, Director Global Marketing Communications, +1 (733) 458-0146, christina.balanon@us.bosch.com
- GUY LOW, Senior Creative Manager Copywriting & Media Relations, +1 (952) 736-3935, guy.low@us.bosch.com
- HELMUT SEIDL, Creative Expert Copywriting & Media Relations, +49 (9421) 706-447, helmut.seidl@de.bosch.com
- CHRISTIAN WEBER, Senior Creative Manager Graphic Design, +49 (9421) 706-513, christian.weber1@de.bosch.com
- ERIK NIMS, Creative Expert Graphic Design, +1 (612) 201-6686, erik.nims@us.bosch.com
Who is Electro-Voice?
Electro-Voice is the guy that most people interested in PA gear have heard of – usually by his nickname "EV" – but that not everyone knows personally. Those that do know him, love him. Why? You can trust him – he delivers on what he says, and he shows up. He's got stories... some may say he talks too much shop at industry parties, but that's just because he's passionate (he's a music lover – like you), knowledgeable (after all, he's an engineer at heart) and has been around a long time... EV was born in the US but has travelled the world. You'll always find him in a simple black t-shirt and jeans – but don't be mistaken, they are always of the highest quality. And always with a pop of color – preferably red. In the end, EV is your friend for life. And if you don't know him yet, you'll want to get to know him.
Essence – what makes us tick
For more than 95 years, Electro-Voice has designed and engineered leading-edge sound reinforcement solutions – products that empower the performer, exceed the expectations of the audio professional and elevate the audience experience. We have a passion for sound quality without compromise that we share with our users. This is built upon generations of hands-on professional knowledge – all geared towards producing a portfolio of best-in-class speakers and microphones that combine premium performance with real-world reliability. Most importantly, our customers trust us to deliver on our deep understanding of what makes good sound. That's the challenge that drives us forward as leaders in the industry we helped create. Electro-Voice stands apart as one of the few companies to design its components in-house – enclosures, waveguides, drivers – ensuring excellent quality for every audio application, from a standalone loudspeaker to a networked sound system. Our products literally speak for themselves: we strive for complete transparency and linearity in our transducers, so the need for external processing is minimized. Ultimately, it's our track record of patents proves the point: we invent, others imitate. We're devoted to the art and science of audio, always focused upon innovative ways to create a sensory experience that's second to none. We know our users can hear and appreciate the difference. That's why we Live for Sound.
Voice – how we talk to our customers
Whether on a web page, in video script or in an ad or brochure, EV's words are conveyed in a concise, confident and conversational tone – some longer sentences to set up the context, interspersed with impactful, tightly constructed comments to make the feature-benefits clear without wasting the reader's time. EV is fluff-free. EV cuts to the chase of what counts most to the person he is addressing because EV is familiar with their priorities. We cue-in on the customer's interests with feature-benefit bullet points and quick overviews, quickly reinforcing their goals with our potential solutions. EV gets your attention with bold headers that are both compelling and meaningful, making you want to take a closer look. However, an EV tagline doesn't "shout" slick marketing noise; we invite you to engage in a discussion about what you do and how we can be part of making it happen – whether it's a club gig or a church install. Because the quality of EV products speaks for itself, we sometimes like to stop talking and let our customers share their EV experience. Our voice will readily suggest "Don't just take our word for it" with a segue to the end-user in the spotlight with an unfiltered quote. EV's voice can be energized, and it can even use wordplay to get the point across with a sense of fun (pro audio is pretty cool, after all), but it always needs to be focused in its enthusiasm, on-point – whatever it takes to spark interest in the unique power of the brand, always in an appropriate narrative frame that resonates authentically for the customer.
Persona
The Electro-Voice persona is described by attributes such as:
- Acting his age: Older (60 years old)
- Knowledge about his business: Esoteric, Technical, Factual
- Passion: Passionate about his craft
- Emotional Quality: High quality, Humble
- Confidence: Confident
This contrasts with a younger persona (20 years old) who might be less knowledgeable or more boastful.
Logo
The Electro-Voice logo placement requires a minimum distance to other design elements, equivalent to the height of an "E" of the logotype on each side. The size of the symbol/logotype can be freely selected. The standard version of the Electro-Voice symbol/logotype is in black or white. A reduced version is available for smaller representations. The logo is composed of a symbol and a logotype. Typically, they are used together as shown. If technically or content-wise more sensible, the symbol can also be used alone.
Font & Typography
The primary font family is Berthold Akzidenz Grotesk.
- Headline: Berthold Akzidenz Grotesk – Extra Bold Condensed
- Subheadline: Berthold Akzidenz Grotesk – Bold
- Copy: Berthold Akzidenz Grotesk – Regular
Use of Color
Fonts are typically set in black (on white backgrounds) or white (on black backgrounds). Functional elements, such as URLs or hyperlinks, can be set in the accent color "Electro-Voice Red". Colored markups, used to guide the eye, can be set in the accent color "Electro-Voice Purple", often using "Berthold Akzidenz Grotesk - Bold" for emphasis.
Color Composition
The design foundation consists of neutral base colors: black and white. Accent colors and gradients can be added to enhance visual appeal.
Base Colors
- Black: HEX #000000, RGB 0,0,0, CMYK 40,40,40,100
- White: HEX #FFFFFF, RGB 255,255,255, CMYK 0,0,0,0
Accent Colors
- Electro-Voice Red 50: HEX #ED1C24, RGB 237,28,36, CMYK 0,100,100,0
- Electro-Voice Purple 50: HEX #6706EF, RGB 103,6,239, CMYK 75,80,0,0
Gradients
Color gradients are used, including a red and purple gradient, and a gray gradient.
Color Gradiations
The numerical suffix on color names (e.g., "Electro-Voice Red 50") indicates the brightness of the color, with higher values signifying lighter shades. To meet accessibility standards for color contrast (WCAG 2.1), the contrast "distance" between background and text must be at least 50. The document provides detailed gradations for Electro-Voice Gray, Red, and Purple, each with specific HEX codes for various brightness levels from 05 to 95.
Electro-Voice Gray Gradations:
- Gray 95: #EFF1F2
- Gray 90: #E0E2E5
- Gray 85: #D0D4D8
- Gray 80: #C1C7CC
- Gray 75: #B2B9C0
- Gray 70: #A4ABB3
- Gray 65: #979EA4
- Gray 60: #8A9097
- Gray 55: #7D8289
- Gray 50: #71767C
- Gray 45: #656A6F
- Gray 40: #595E62
- Gray 35: #4E5256
- Gray 30: #43464A
- Gray 25: #383B3E
- Gray 20: #2E3033
- Gray 15: #232628
- Gray 10: #1A1C1D
- Gray 05: #101112
Electro-Voice Red Gradations:
- Red 95: #FDE8E9
- Red 90: #FBD2D3
- Red 85: #FABBBD
- Red 80: #F8A4A7
- Red 75: #F68E92
- Red 70: #F4777C
- Red 65: #F26066
- Red 60: #F14950
- Red 55: #EF333A
- Red 50: #ED1C24
- Red 45: #D51920
- Red 40: #BE161D
- Red 35: #A61419
- Red 30: #8E1116
- Red 25: #770E12
- Red 20: #5F0B0E
- Red 15: #47080B
- Red 10: #2F0607
- Red 05: #180304
Electro-Voice Purple Gradations:
- Purple 95: #F0E6FD
- Purple 90: #E1CDFC
- Purple 85: #D1B4FA
- Purple 80: #C29BF9
- Purple 75: #B382F7
- Purple 70: #A46AF5
- Purple 65: #9551F4
- Purple 60: #8538F2
- Purple 55: #761FF1
- Purple 50: #6706EF
- Purple 45: #5D05D7
- Purple 40: #5205BF
- Purple 35: #4804A7
- Purple 30: #3E048F
- Purple 25: #340378
- Purple 20: #290260
- Purple 15: #1F0248
- Purple 10: #150130
- Purple 05: #0A0118
Imagery Style
The Electro-Voice image style is characterized by authentic living and product worlds, featuring vivid, saturated colors that create a lively atmosphere. Optional color accents are oriented towards the Electro-Voice accent colors. Product images typically appear as renderings on a black background with a radial glow (red-purple gradient). The "Making the invisible visible" concept uses renderings on black, white, or accent color (red).
Online Examples
The document showcases examples of online content, including product pages, applications, technology, support, training, consultants, and "Where to buy" sections. A key example is the ZLX-G2 product, promoted with taglines like "Whatever sound you make, sound your best with ZLX-G2". Features highlighted include versatile orientation settings ("Tripod, monitor and kick-back"), intuitive interfacing, and enhanced audio performance ("Loud & Proud", "Higher maximums SPL, stronger and deeper bass extension"). The ZLX-G2 models (ZLX-8P-G2, ZLX-12P-G2, ZLX-15P-G2) are detailed with specifications like Max SPL (127 dB), Frequency Range (-10dB) (50 Hz - 20 kHz), BT Control App (Yes), LCD Screen (Color), and FX (Yes). Endorsements from "DJ Kristaval, DJ/Entertainer" are featured. Lorem ipsum text is used to fill content areas for demonstration.
Video (ZLX-G2)
The document outlines a video storyboard for the ZLX-G2, featuring musicians. The video is planned for 30 seconds at 1920x1080 resolution in 16:9 format. It includes interviews with product developers. Key scenes and messages are: "PORTABLE LOUDSPEAKERS READY FOR YOU", describing the next generation of ZLX portable loudspeakers with improved performance, features, and connectivity. "LOADED." highlights the best-in-class pro feature set including app control, stereo streaming, customizable presets, effects, and ducking. "Increased output & extended frequency response." and "THE GREAT DEAL." emphasize the all-new ergonomic, lightweight, and durable design. "TAKE IT OR LEAVE IT. PICK." describes the Quick Start DSP with an available knob and screen. "WE'VE GOT YOU COVERED." illustrates versatile placement options (kick-back, monitor, tripod, pole). "Premium internal components deliver superior Electro-Voice sound quality & reliability." and "HEAR THE DIFFERENCE. Play your way." are also key messages. Customer photos are animated for dynamic content.
Print examples showcase key messages and testimonials. "Making it easy Interfacing made intuitive." and "Kaboom in the room IT FEELS GOOD TO SOUND GOOD" are prominent. The legendary RE20 microphone is highlighted, with a call to visit www.electrovoice.com/re20. Testimonials from "DJ Kristaval, DJ/Entertainer" and "Firstname Lastname, Bandname, Tourname" are included, emphasizing performance benefits. The ZLX-G2's versatility is shown with "Tripod, monitor and kick-back WHATEVER YOU NEED." and its audio capabilities with "Higher maximums SPL, stronger and deeper bass extension". The Audioquip team from Saint Paul, Minnesota, USA, shares their reliance on EV performance and reliability.
Print (Install)
Print examples for installation scenarios feature testimonials such as "EV monitors give me that extra push for my performance – something extra that the crowd can see and hear." Key messages include "The sound that puts it out there IN THE MOMENT" and "Good sound speaks for itself MAKING IT HAPPEN". Product lines like X2i and X1i are mentioned. The RE20 microphone is also featured with its availability in a sleek black finish and a call to visit www.electrovoice.com/re20. Testimonials from "The Audioquip team" are included, highlighting EV's role as a go-to brand.
Global Locations
Electro-Voice, as part of the Bosch group, has global headquarters and regional offices:
- NORTH AMERICA GLOBAL HQ: Bosch Security Systems, LLC, Burnsville, MN, +1-952-884-4051
- ASIA PACIFIC REGIONAL HQ: Robert Bosch (SEA) Pte Ltd, Singapore, +65 6571 2808
- LATIN AMERICA REGIONAL HQ: Robert Bosch, Limitada Security Systems, Campinas, SP, Brazil, +55 19 2103-4282
- EUROPE REGIONAL HQ: Bosch Sicherheitssysteme GmbH (EVI Audio GmbH), Straubing, Germany, +49 9421 706-0
- CHINA REGIONAL HQ: Bosch (Shanghai) Security Systems Ltd., IBP, Changning District Shanghai, P.R. China, 400-8310-669
Social Media Stories
Social media stories focus on impactful messaging and user experience. Themes include "HAPPY EARDRUMS ON A MASSIVE SCALE", "ELECTRO VOICE GETS IT DONE.", "Not just another black box", "Good sound speaks for itself MAKING IT HAPPEN", and "The sound that puts it out there IN THE MOMENT". Testimonials like "EV monitors give me that extra push for my performance – something extra that the crowd can see and hear" are included.