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华为视觉识别手册

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The Huawei Brand

Huawei Brand Core Values

Brand Personality

The Brand Signature Rationale

The Brand Signature

The Brand Signature

Correct Proportions

Restricted Zone & Minimum Size

Color Policy: Standard logos

Color Policy: Special Usage Logos

Color Policy: Logo Colors

Color Policy: Corporate

Color Policy: Design Color

Color Policy: Web Safe Color

Color Policy: Background Control

Color Policy: Background Control

Incorrect Use Of Brand Signature

Incorrect Use Of Brand Signature

Visual Identity System

Visual Identity System Overview

Key Design Elements

Design Element

Design Element: Configuring The

Design Element

Design Element: Positioning The

Design Element

Design Element: Configuration And

Placment

Design Element: Configuration And

Placment

Design Element: Configuration And

Placment

Design Element: Correct & Incorrect Use

Design Element: Correct & Incorrect Use

Product Design Element

Product Design Element

Product Design Element: Configuration

And Placment

Product Design Element: Correct &

Incorrect Use

Logo Size

Corporate Typeface

Alternative Corporate Typeface

Image Style: General Style Principles

Image Style: People

Image Style: Metaphorical

Image Style: Incorrect Image Use

Stationery

Business Card: Front

Business Card: Back

Letterhead: English

Letterhead: English (Standard)

Letterhead: Following Page English

Letterhead Following Page (Standard)

Letterhead: Chinese

Letterhead: Chinese (Standard)

Letterhead: Following Page Chinese

Letterhead Following Page (Standard)

Fax Sheet: English

Fax Sheet: English (Standard)

Fax Sheet: Chinese

Fax Sheet: Chinese (Standard)

Note

Sticker: English

Sticker: English (Standard)

Sticker: Chinese

Sticker: Chinese (Standard)

Envelopes: International Option1

Envelopes: International Option1

(Standard)

Envelopes: International Option2

Envelopes: International Option2

(Standard)

Envelopes: Chinese

Envelopes: Chinese (Standard)

Envelopes: International Option1

Envelopes: International Option1

(Standard)

Envelopes: International Option2

Envelopes: International Option2

(Standard)

Envelopes: Chinese

Envelopes: Chinese (Standard)

Briefcase

Briefcase (Standard)

Folder: Cover

Folder: Inside

Publication System

Flexibility

Corporate Brochure

Corporate Brochure Back Cover

Corporate Brochure Contents

Corporate Brochure Contents (Standard)

Product Brochure

Product Brochure Back Cover

Product Brochure Contents

Product Brochure Contents (Standard)

Product Technology Brochure

Annual Report

Annual Report Back Cover

Flyer

Flyer Back Cover

Huawei Newspaper

Huawei Newspaper (Standard)

Huawei PEOPLE

Press-release

Advertising System

Flexibility

Newspaper: Vertical Format-Options

Newspaper: Horizontal Format-Option1

Newspaper: Horizontal Format-Option2

Newspaper: Horizontal Format-Option3

Magazine: Vertical Format-Options

Recruitment: Full Page

Recruitment: Half Page-English

Recruitment: Half Page-Chinese

Recruitment: Quarter Page

Billboard: Option1

Billboard: Option2

Subway Poster

Poster: Option1

Poster: Option2

Multimedia

PowerPoint Overview

PowerPoint Title Page

PowerPoint Text & Image Page

PowerPoint Text & Chart Page

PowerPoint Text Page

PowerPoint End Page

Web Applications

Signage

Reception Area

Entrance Signage

Company Signage

Department Signage

Interior Signage

Building Signage

Building Signage

Co-branding

Uniforms & Accessories

Uniform

Badge

VIP Card

Cap

Livery Applications

Vehicle

Exhibition Vehicle: Option1

Exhibition Vehicle: Option2

Exhibition Vehicle: Option3

Collaterals

Congratulation Card

Birthday Card

Invitation Card

Pen

T-Shirt

Notebook

Reward

Medal

Handbag

Paper Cup

ID Card

Visitor ID Card

Corporate CD Cover

Corporate CD Cover (Standard)

Corporate CD-ROM

Gift Wrapping

Portable Card

Airport Invitation

Postcard

Postcard

Exhibition

Plan Layout

Plan Layout( View 1&2)

Plan Layout( View 3&4)

Flag

Panel Layout

Multiple Panel Layout

Double Panel Layout

Single Panel Layout

Glossary of Terms

Visual Identity Artwork CD

Index

4.0

4.1

4.2

4.3

4.4

4.5

4.6

4.7

4.8

4.9

4.10

4.11

4.12

4.13

4.14

4.15

4.16

4.17

4.18

4.19

4.20

4.21

4.22

4.23

4.24

4.25

4.26

4.27

4.28

4.29

4.30

4.31

4.32

4.33

4.34

4.35

5.0

5.1

5.2

5.3

5.4

5.5

5.6

5.7

5.8

5.9

1.0

1.1

1.2

1.3

2.0

2.1

2.2

2.3

2.4

2.5

2.6

2.7

2.8

2.9

2.10

2.11

2.12

2.13

3.0

3.1

3.2

3.3

3.4

3.5

3.6

3.7

3.8

3.9

3.10

3.11

3.12

3.13

3.14

3.15

3.16

3.17

3.18

3.19

3.20

3.21

5.10

5.11

5.12

5.13

5.14

5.15

5.16

5.17

5.18

6.0

6.1

6.2

6.3

6.4

6.5

6.6

6.7

6.8

6.9

6.10

6.11

6.12

6.13

6.14

6.15

7.0

7.1

7.2

7.3

7.4

7.5

7.6

7.7

8.0

8.1

8.2

8.3

8.4

8.5

8.6

8.7

8.8

9.0

9.1

9.2

9.3

9.4

10.0

10.1

10.2

10.3

10.4

11.0

11.1

11.2

11.3

11.4

11.5

11.6

11.7

11.8

11.9

11.10

11.11

11.12

11.13

11.14

11.15

11.16

11.17

11.18

11.19

11.20

12.0

12.1

12.2

12.3

12.4

12.5

12.6

12.7

12.8

华为品牌

华为品牌核心价值

品牌个性

品牌标志诠释

品牌标志

品牌标志

正确的比例

限制区域和最小尺寸

颜色规定：标准品牌标志

颜色规定：特殊用法品牌标志

颜色规定：标志色

颜色规定：公司色

颜色规定：辅助色

颜色规定：网络安全色

颜色规定：标志背景控制

颜色规定：标志背景控制

标志的不正确用法

标志的不正确用法

视觉识别系统

视觉识别系统总览

关键设计元素

设计元素

设计元素：应用设计元素

设计元素：放置设计元素

设计元素：结构和位置

设计元素：结构和位置

设计元素：结构和位置

设计元素：正确和错误用法

设计元素：正确和错误用法

产品设计元素

产品设计元素

产品设计元素：结构和位置

产品设计元素：正确和错误用法

标志尺寸

公司专用字体

公司通用字体

图片风格：普遍风格原则

图片风格：人物

图片风格：借喻的

图片风格：不适合的图片

文具

名片：正面

名片：背面

信纸：英语

信纸：英语（规范）

信纸：续页　英语

信纸：续页（规范）

信纸：中文

信纸：中文（规范）

信纸：续页　中文

信纸：续页（规范）

传真：英语

传真：英语（规范）

传真：中文

传真：中文（规范）

便签

不干胶贴纸：英文

不干胶贴纸：英文（规范）

不干胶贴纸：中文

不干胶贴纸：中文（规范）

信封：国际　方案1　

信封：国际　方案1（规范）

信封：国际　方案2　

信封：国际　方案2（规范）

信封：中式

信封：中式（规范）

信封：国际　方案1　

信封：国际　方案1（规范）

信封：国际　方案2　

信封：国际　方案2（规范）

信封：中式

信封：中式（规范）　

文件袋

文件袋（规范）

文件夹：封面

文件夹：内页

印刷出版物系统

灵活性

公司宣传册

公司宣传册封底封面

公司宣传册内页

公司宣传册内页（规范）

产品宣传册

产品宣传册封底封面

产品宣传册内页

产品宣传册内页（规范）

产品技术手册

年报

年报封底封面

折页

折页封底封面

华为报纸

华为报纸（规范）

华为人杂志

新闻发布稿

广告系统

灵活性

报纸广告：竖式－多种方案

报纸广告：横式－方案１

报纸广告：横式－方案２

报纸广告：横式－方案３

杂志广告：竖式－多种方案

招聘广告：整版

招聘广告：半版－英文

招聘广告：半版－中文

招聘广告：四分之一版

广告牌：方案1

广告牌：方案2

地铁广告

海报：方案1

海报：方案2

多媒体

幻灯片总览

幻灯片标题页

幻灯片文页和图片页－方案1

幻灯片文字和图表页－方案1

幻灯片文字和图片页－方案2

幻灯片文字和图表页－方案2

幻灯片文字页－方案1和方案2

幻灯片结束页－方案1和方案2

网络应用

招牌

接待区

入口招牌

公司招牌

部门招牌

室内招牌

建筑指示牌

建筑指示牌

合作背景板

制服和附件

制服

徽章

贵宾卡

帽子

流动性应用

运输工具

展车：方案1

展车：方案2

展车：方案3

附带品

贺卡

生日贺卡

请柬

笔

T-恤

笔记本

奖状

奖章

手提袋

纸杯

员工卡

来宾卡

公司光盘封面

公司光盘封面（规范）

公司光盘

包装纸

便携机个人卡

机场接站牌

明信片

明信片

展览

展板版式

展板版式( 视角 1和2)

展板版式( 视角 3和4)

挂旗

展板版式

多组展板版式

双组展板版式

单组展板版式

词汇

视觉识别电子文件CD光盘

内容

4.8

4.9

4.10

4.11

4.12

4.13

4.14

4.15

4.16

4.17

4.18

4.19

4.20

4.21

4.22

4.23

4.24

4.25

4.26

4.27

4.28

4.29

4.30

4.31

4.32

4.33

4.34

4.35

5.0

5.1

5.2

5.3

5.4

5.5

5.6

5.7

5.8

5.9

5.10

5.11

5.12

5.13

5.14

5.15

5.16

5.17

5.18

6.0

6.1

6.2

6.3

6.4

6.5

6.6

6.7

6.8

6.9

6.10

6.11

6.12

6.13

6.14

6.15

7.0

7.1

7.2

7.3

7.4

7.5

7.6

7.7

7.8

7.9

8.0

8.1

8.2

8.3

8.4

8.5

8.6

8.7

8.8

9.0

9.1

9.2

9.3

9.4

10.0

10.1

10.2

10.3

10.4

11.0

11.1

11.2

11.3

11.4

11.5

11.6

11.7

11.8

11.9

11.10

11.11

11.12

11.13

11.14

11.15

11.16

11.17

11.18

11.19

11.20

12.0

12.1

12.2

12.3

12.4

12.5

12.6

12.7

12.8

1.0

1.1

1.2

1.3

2.0

2.1

2.2

2.3

2.4

2.5

2.6

2.7

2.8

2.9

2.10

2.11

2.12

2.13

3.0

3.1

3.2

3.3

3.4

3.5

3.6

3.7

3.8

3.9

3.10

3.11

3.12

3.13

3.14

3.15

3.16

3.17

3.18

3.19

3.20

3.21

4.0

4.1

4.2

4.3

4.4

4.5

4.6

4.7

1.0 The Huawei Brand

华为品牌

1.0 The Huawei Brand

华为品牌

Brand Positioning

Providing growth potential

Brand Attribute

Customer-focused, Responsive

Rapid Advancement

Huawei Brand Core Values

华为品牌核心价值

华为品牌

THE HUAWEI BRAND

1.1

品牌定位

带来潜在增长

品牌特性

以客户为先，快速响应，蓬勃向上

Rapid Advancement

蓬勃向上

Providing Growth Potential

带来潜在增长

Responsive

快速响应

Customer-Focused

以客户为先

Brand Personality

品牌个性

Trustworthy

Determined

Dynamic

Progressive

THE HUAWEI BRAND

华为品牌

1.2

可信赖的

执着的

有活力的

有进取心的

Trustworthy 可信赖的 Determined 执着的 Dynamic 有活力的 Progressive 有进取心的

The Brand Signature Rationale

标志诠释

THE HUAWEI BRAND

华为品牌

1.3

A good company never sits still. This is the reason why we evolve a new

logo, the signature of our brand that represents the changes that haven

been taking place at Huawei. It is a bold icon. A statement of change.

A symbol of the brilliant future. Our logo is a simple, contemporary

expression of our customer-focus, innovation, steady-and-sustainable

growth, and above all harmony.

All the shapes making up the logo design point towards the centre.

This is the place where the customer is - at the heart of everything

we do. This is also the place where Huawei began, the communications

industry, where all techniques come from people and serve for people.

The vivid red shape is a powerful, optimistic symbol, while the different

shades of red in each section demonstrate progress and innovation,

a gradient starting from the customers needs and moving outwards.

The changes in size of the radiating shapes from the previous logo,

demonstrate the increasing confidence we have, and the mature,

professional way we approach international business. The graduated

tone in the icon makes it more natural, acting as a metaphor for openmindedness, co-operation and compatibility with the stakeholders.

We don't see the world in just two colors and recognise that if takes

different shades to make up the world. We see the diversity of our

people as an asset.

These identity guidelines give a detailed overview of our new look.

They provide an introduction to the logo, corporate colors, design

features, type and imagery - and demonstrates how, when used

in combination, these elements define and express our brand in a

distinctive and memorable way.

本次品牌标志的变化，反映了华为的发展与成长，象征华为未来的光

明前景。新标志以简洁现代的风格清晰地传递了我们的核心理念：聚

焦、创新、稳健、和谐。

标志中所有的图形均指向底部中心，代表我们始终坚持一切从客户需

求出发，坚持以人为本，将我们多元化的员工视为企业的核心资产。

灵动活泼的红色图形给人积极有力之感，图形中各部分不同的渐变红

色，充分展现华为坚持开拓进取，为客户不断创新。新标志更加饱满

的放射图形体现华为的自信，以及国际业务开拓中的成熟与专业。光

晕的巧妙运用使标志自然灵动，象征华为开放合作，坚持创造和谐商

业环境以实现自身健康成长。

这本手册旨在明确华为品牌标志的正确使用方法，详细指导如何在设

计中综合使用识别、公司专用色、设计元素、字体和图片，从而新颖

独特地传播华为品牌，给人以深刻印象。

2.0 The Brand Signature

品牌标志

2.0 The Brand Signature

品牌标志

THE BRAND SIGNATURE

品牌标志

The Brand Signature

品牌标志 2.1

The Huawei Brand Signature exists in both

vertical and horizontal formats. Always use the

preferred vertical version over the horizontal

version, except in special circumstances.

The Brand Signature includes an icon and

the name, HUAWEI. Throughout these

guidelines we refer to these elements as the

‘Brand Signature’. The characters in the Brand

Signature have been created for our exclusive

use. The Brand Signature must always be

reproduced from the supplied digital master

artwork. It must never be modified in any way

(i.e. do not squash, stretch or try to re-draw it).

It must appear against a correct and uncluttered

legible colored background. When selecting

a background color, care should be taken to

ensure legibility.

Always use the artwork enclosed in the

attached CD, or obtain a copy from the

Huawei corporate branding and communications

department.

华为品牌标志可以使用竖式版式或横式版式。

除非特殊情况，请尽量使用竖式版式。

品牌标志由图标和HUAWEI文字构成。在本手

册中，我们以“品牌标志”来统称这些元素。

品牌标志中HUAWEI文字是为华为特别设计

的。品牌标志必须使用附录光盘中提供的电子

文件模板来设计。该标志不得作任何修改，包

括任何缩放变形和重新绘制。该标志必须置于

正确和清晰有序的背景上。当使用有色背景

时，请确保标志清晰可辨。

请使用附录光盘中的电子文件或华为公司品牌

部提供的复制文件。

Preferred Vertical Brand Signature

推荐使用的竖式品牌标志

Horizontal Brand Signature

横式品牌标志

THE BRAND SIGNATURE

品牌标志

m

%#*n

n

m

%#*n

正确的比例 2.2

The Huawei Brand Signature has been developed

as a balanced whole and at no time may the

shape, configuration, or proportions be altered.

Consistent use of the Brand Signature helps

maintain the integrity of the brand and

ensures greater brand recognition. The grid

shown here demonstrates the correct propotions

of the Huawei Brand Signature in a vertical

and horizontal format.

Preferred Vertical Brand Signature

The first example on the right shows how

the proportions of the Brand Signature fit

into a square format.

Horizontal Brand Signature

The second example below shows how the

proportions of the Brand Signature fit into

a rectangular format.

Never attempt to create the Brand Signature

yourself, always use the digital master artwork

supplied on the CD.

华为品牌标志是一个平衡的整体，使用中不得

改变其形状、结构和比例。一致连贯地使用品

牌标志有助于保持品牌的统一性，使品牌更容

易识别。本页所示的网格线展示华为品牌标志

竖式版式和横式版式的正确比例。

推荐使用的品牌标志竖式版式

右侧的第一个图例展示方形模板中品牌标志的

正确比例。

品牌标志横式版式

下方的第二个图例展示长方形模板中品牌标志

的正确比例。

请勿自行创造品牌标志，必须使用附录光盘中

的电子文件模板。

Preferred Vertical Brand Signature

推荐使用的竖式品牌标志

Horizontal Brand Signature

横式品牌标志

Correct Proportions

THE BRAND SIGNATURE

品牌标志

Restricted Zone & Minimum Size

限制区域和最小尺寸 2.3

Restricted Zone

For the Brand Signature to communicate

clearly and effectively, a minimum amount

of space called the Restricted Zone is to be

left around it; clear of text, symbols and other

related graphic elements. The “x” “y” height is

respectively equal to the vertical and horizontal

HUAWEI typeface as indicated. In vertical brand

signature, the width and height of the restricted

zone is one “x”. In horizontal brand signature,

the width and height of the restricted zone is

“0.5y”. When the signature size changes, the

size of restricted zone change accordingly.

Minimum Size

The minimum size of the Brand Signature

to be used for various printing processes is

specified below. Using the mark any smaller

than indicated will reduce legibility and

quality of reproduction.

限制区域

为更加清晰有效地传播品牌标志，品牌标志周

边必须保持一个最小尺寸的空白空间，该空间

称为限制区域，该区域内不得出现任何文字、

符号和其它图形元素。图例中“x”“y”的高

度分别对应竖式和横式品牌标志中HUAWEI字

体的高度。在竖式品牌标志中，限制区域的宽

度和高度为“x”，在横式品牌标志中，限制

区域的宽度和高度为“0.5y”。当标志尺寸改

变时，限制区域大小随之改变。

最小尺寸

在各种印刷品中的品牌标志的最小尺寸如图

所示。如果品牌标志小于该尺寸，标志将难

以辨认。

m

m

m

m

n

%#*n

0.5y

%#*n

B^c^bjbH^oZ-bb

最小尺寸/-毫米

B^c^bjbH^oZ'*bb

最小尺寸/'*毫米

Vertical Brand Signature

竖式品牌标志

Horizontal Brand Signature

横式品牌标志

Minimum Size

最小尺寸

THE BRAND SIGNATURE

颜色规定：标准品牌标志 品牌标志

2.4

Four Color CMYK

Logo Red: C0 M100 Y100 K0

Logo Black: 100 K

Pantone

Logo Red: Pantone 185 C/U

Logo Black: Pantone 426 C/U

One Color Black

Pantone 426 C/U

The table to the right illustrates all permissible

color options.

Full Color Version (CMYK and Pantone)

Where possible, the full color version of the

Brand Signature should be used. The full color

version of the Brand Signature is suitable for all

the communication materials, including print

advertising, the television advertising, collaterals

and digital media.

Single Color Version

The entire Brand Signature may appear

as a solid color. No tints are to be used.

Multimedia

Multimedia version should be used for

all digital media.

右边的表格对所允许的颜色选择加以说明。

全色版本（四色或专色）

尽可能使用品牌标志的全色版本。

全色版本的标志适合于所有的传播材料，包括

印刷广告，电视广告，附带品和电子媒体。

单色黑版本

整个品牌标志将用一种纯色表示，不掺入其它

颜色。

多媒体

多媒体版本用于电子媒体。

Color Policy: Standard Logos

四色版本

标志红: C0 M100 Y100 K0

标志黑: 100 K

专色版本

标志红: Pantone 185 C/U

标志黑: Pantone 426 C/U

单色黑

Pantone 426 C/U

Multimedia

Logo Red: R255 G0 B0

HEX/WEB: #FF0000

Logo Black: R0 G0 B0

HEX/WEB: #000000

多媒体

标志红: R255 G0 B0

HEX/WEB: #FF0000

标志黑: R0 G0 B0

HEX/WEB: #000000

THE BRAND SIGNATURE

颜色规定：特殊用法品牌标志 品牌标志

2.5

Color Policy: Special Usage Logos

One color logo on metal

Embossing on high quality paper

One color print black

Fax and packaging

Stamp logo or line logo

Two color print

Pantone 185C/U Pantone 426C/U

Packaging

单色金属质感标志

无色钢印标志

单色黑标志

传真和包装上使用

印章或单线标志

两色印刷

Pantone 185C/U Pantone 426C/U

包装上使用

1

2

4

3

5

1

2

3

4

5

1 2 3

4 5

One color logo on metal

单色金属质感标志

Embossing on high quality paper

无色钢印标志

One color print black

单色黑标志

Stamp logo or line logo

印章或单线标志

Two color print

两色印刷

THE BRAND SIGNATURE

颜色规定: 标志色 品牌标志

2.6

Logo Red and Logo Black make up the Brand

Signature color palette.

Logo Red can only be used in the Huawei Brand

Signature and the body copy of the

stationery system.

标志红和标志黑共同组成品牌标志的渐变

色板。

标志红只能用于华为品牌标志和文具应用系

统中的文字上。

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Color Policy: Logo Colors

THE BRAND SIGNATURE

颜色规定: 公司色 品牌标志

2.7

The Huawei corporate colors are a key element

to re-enforcing the dynamic and trustworthy nature

of the brands personality. Consistent use of the

Corporate Red is to be applied in all communication systems including publication, advertisements, multi-media, signage, etc, except the

stationery system.

Corporate Red is a strong vivid color. Because

of this it needs to be used carefully so that it does

not overpower text, images or other key design

elements in any Huawei application. The percentage of Corporate Red should be controlled so

that it covers no more than one eighth of the

applications total area, except where stated in

special circumstances in this guidebook.

华为公司专用色对于强化活力充沛和值得信赖

的品牌形象至关重要。公司红色广泛应用于除

文具以外的各种传播系统，包括印刷品、广

告、多媒体、招牌等。

公司红色彩强烈，因此需要在各种应用中谨慎

使用，避免削弱文字、图片和其它关键设计元

素的表现力。除本手册中特殊相关规定外，公

司红色的面积不得超过应用设计中全部面积的

八分之一。

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Color Policy: Corporate

THE BRAND SIGNATURE

颜色规定：辅助色 品牌标志

2.8

Color Policy: Design Color

The following selection of design colors has

been chosen to rule out conflicting with

Corporate Red. These secondary colors

can be employed for graphics, typography,

and products.

This color table is binding. No other colors than

the coporate colors and the 14 options shown

here are to be implemented for any applications

designed for Huawei.

Any of the colors from the Standard, the Dark,

or the Special Color can be used individually.

As a rule, when combining various Design

Colors, use either a similar color tone (vertical

row) or a similar color intensity (horizontal row).

This helps give an application a calm and unified

appearence, while promoting the distinctive

Huawei Brand personality.

下列辅助设计色与公司红色和谐相配。

这些颜色可以用于图形、印刷和产品。

本色板是不可改变的。除公司色及本页所示的

14种颜色以外的任何颜色都不得应用于华为的

设计。

当使用一种颜色时，可以使用本色板中的标准

系列、重色系列和特殊系列的任何颜色。当组

合使用不同设计颜色时，必须使用同一色系的

颜色（纵列）或同一饱和度的颜色（横排）。

这种方法使该设计视觉效果统一和谐，可以强

化表现华为独特的品牌个性。

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Dark Color

Special Color

标准色

重色

特殊色

THE BRAND SIGNATURE

品牌标志

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颜色规定：网络安全色 2.9

Color Policy: Web Safe Color

Corporate Red

Corporate Red is used for the Brand Signature.

It is also used as a background color. Corporate

Red may not be altered.

Corporate Black

Black is the preferred color for HTML text.

White

It may be sparingly used for text on colored

backgrounds.

Design Colors

The design colors were chosen not to compete

with Corporate Red. As a rule, when combining

various Design Colors, use either a similar color

tone (vertical row) or a similar color intensity

(horizontal row). On the web site, design colors

are used for highlighting special areas such as

headlines or backgrounds.

公司红

公司红可以作为背景色使用。公司红的色值不

可以被更改。

公司黑

黑色适用于作为HTML文字的颜色。

白

白色可适量作为有色背景上的文字颜色。

辅助色

辅助色不得与公司红相冲突。当使用多色彩组

合时最好应用同一色系或者同一饱和度的颜色

（横排或竖排）。在网页上，辅助色被用在特

殊强调区域或作为背景色。

Standard Color

Dark Color

标准色

重色

Corporate Color 公司色

Design Color 辅助色

THE BRAND SIGNATURE

品牌标志

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颜色规定：标志背景控制

Color Policy: Background Control

Full Color Brand Signature

To ensure clarity and legibility of the Huawei

Brand Signature, it is important to control the

intensity of the background on which it appears.

For your reference we have provided a preferred

background greyscale table, for use with the full

color Brand Signature. Additionally, you can also

use this greyscale table for measuring the intensity

of a colored background. The open frame indicates

the right signature application, and the slash

indicates the wrong application.

When placing the Brand Signature on a

colored background, ensure that only Huawei

Design Color tints are used as shown here.

If the Brand Signature appears on a background,

image, please ensure that there is sufficient

contrast in terms of color and texture so as not to

obscure or dilute the prominence of the signature

brand. The background should not be cluttered

or be too close in color to the Huawei signature

brands colors.

全色品牌标志

为了确保华为品牌标志清晰可辨，务必严格

控制背景色的亮度。本页提供的全色品牌标志

应用在不同亮度灰色背景上的色版供使用者参

考。使用者还可以参考本色板衡量有色背景的

亮度。方框内的示例是正确的标志应用，斜线

划去的示例是错误的标志应用。

当华为品牌标志置于有色背景时，请确保

该背景色调如图所示属于华为设计专用颜色

系列。

当华为品牌标志置于图片背景时，请确保足

够的色彩对比，从而避免品牌标志在背景中含

混不清。背景不可杂乱无章，也不可与华为品

牌标志的颜色过于接近。

Full Color Brand Signature 四色标准标志

Design Color Background 辅助色背景应用

1

2

Grey Background 灰度背景应用

3

2

1

1

2

3

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2.10

3 Image Background 图片背景应用

THE BRAND SIGNATURE

品牌标志

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颜色规定：标志背景控制

Color Policy: Background Control

One Color Brand Signature

A single color version of the Huawei Brand

Signature may be applied to some applications.

When doing so, it is important to control the

intensity of the background on which it appears

so that it remains legible at all times. The examples

shown here indicate how a single color - black,

and single color - white Brand Signature can

be used.

Only the white Brand Signature can be used

on a corporate red background.

单色品牌标志

在某些应用中可以使用单色的华为品牌标

志。为了确保华为品牌标志清晰可辨，务必严

格控制背景色的亮度。本页中的图例显示如何

使用黑色或白色的单色品牌标志。

在公司专用红背景上只能使用白色品牌

标志。

One Color Brand Signature 单色标志

Corporate Red Background 公司红背景应用

1

2

Grey Background 灰度背景应用

2

1

1

2

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2.11

THE BRAND SIGNATURE

品牌标志

Incorrect Use Of Brand Signature

标志的不正确用法 2.12

Incorrect use of Brand Signature

It is essential that all versions of the Huawei

Brand Signature are applied in a considered and

consistent manner. Some common mistakes

relating to the application of these brand

signatures are shown on the right side.

Please avoid them!

Figure 1

The spacing between the symbol and "HUAWEI"

should never be changed.

Figure 2

The proportion of the Brand Signature should

never be changed. Never enlarge or decrease

the icon.

Figure 3

Never make the Brand Signature typeface bolder

or lighter than the official version.

Figure 4

The icon should not be reproduced in any

colors other than those specified in the Color

Policy section.

标志的不正确用法

请注意所有品牌标志必须谨慎使用以确保品牌

标志的连贯性。右边列出了关于品牌标志的某

些常见应用错误，请避免它们！

图示1

标志图形与"HUAWEI"之间的位置关系不可被

改动。

图示2

品牌标志的比例不能更改。不要放大或缩小标

志图形。

图示3

不能加粗或减细标志的字体。

图示4

标志图形不能采用任何与颜色规定部分不同的

色彩。

Figure 1

图示1

Figure 2

图示2

Figure 3

图示3

Figure 4

图示4

THE BRAND SIGNATURE

品牌标志

2.13

Figure 5

The proportions and placement of the brand

typeface may never be altered.

Figure 6

The Brand Signature should never be squashed

or stretched in any way.

Figure 7

The Brand Signature should never appear in

any specific shapes.

图示5

品牌标志字体之间的尺寸关系不可被改动。

图示6

品牌标志不能以任何方式被压缩或伸长。

图示7

品牌标志不能出现在任何特定的轮廓形状中。

Figure 5

图示5

Figure 6

图示6

Figure 7

图示7

Incorrect Use Of Brand Signature

标志的不正确用法

3.0 Visual Identity System

视觉识别系统

3.0 Visual Identity System

视觉识别系统

VISUAL IDENTITY SYSTEM

视觉识别系统

Visual Identity System Overview

视觉识别系统总览 3.1

All the Key Design Elements work together

to create the Huawei Visual Identity System.

The Key Design Elements consist of the Brand

Signature, Corporate Typefaces, Corporate Colors,

the unique Design Element and Images.

Consistency is important, but we also need

flexibility. The examples on this page demonstrate

this balance, utilising the key elements within

the Huawei Visual Identity System.

The principles demonstrated are applicable

to all Huawei related applications.

所有的关键设计元素共同构成华为集团的视觉

识别系统。关键设计元素包括品牌标志、公司

专用字体、公司专用色、独特的设计元素和

图像。

尽管坚持一致是非常重要的，我们也需要保持

一定的灵活性。本页所列举的图例显示如何在

二者之间维持平衡，以及如何在华为视觉识别

系统下应用这些关键元素。

此处所展示的原则适用于华为所有的应用

项目。

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VISUAL IDENTITY SYSTEM

视觉识别系统

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专有字体

Key Design Elements

关键设计元素 3.2

The Key Design Elements of the Huawei

Visual Identity System include:

Brand Signature

A brand specific typeface and a unique icon

combine together to form the Huawei Brand

Signature.

Corporate Typefaces

All Huawei applications in English are to be

executed using the FrutigerNext font family.

All Huawei applications in Chinese are to be

executed using the Hei font family.

Corporate Color

The Corporate color of Huawei Brand is Corporate Red, Corporate Black and Corporate Grey.

Design Elements

The Huawei Design Elements are constructed

using the uniquely designed relationship of a

rectangular and arc shape.

Imagery

Dynamic imagery can clearly express the

distinctive Huawei brand personality.

华为视觉识别系统的关键设计元素包括：

品牌标志

品牌独特的字体与图标相结合，构成华为品牌

标志。

公司字体

所有英文版的华为应用项目全部采用

FrutigerNext系列字体，所有中文版的华为

应用项目全部采用黑体系列字体。

公司色

华为公司色为公司红、公司黑和公司灰。

设计元素

华为设计元素是由精心设计的长方形和弧线组

成的图形。

图片

生动的图片有助于表现华为独特的品牌个性。

VISUAL IDENTITY SYSTEM

视觉识别系统

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Design Element

设计元素 3.3

The Design Element is based upon a cropped

section of the Huawei Brand Signature. It is an

integral graphic device that helps deliver the communication message of an application in a clear

and concise manner.

The Design Element is defined by three distinct

shapes - the left area, right area and the white

space known as the divider arc. The left and

right areas can be extended proportionally to

enhance its function as a graphic device as

shown in the grid example below.

The close relationship between the left and

right areas act as a metaphor for the Huawei

commitment to excellent service and co-operation with all its’ clients. The Design Element also

defines Huawei as a company with confidence

and stability, with its foundation in responsive

abilities and world class products.

The art work for the Design Element is provided

as an easy-to-use template. Please note that the

three elements of the template are grouped. We

recommend leaving the elements grouped while

working with the template.

公司设计元素源自华为品牌标志的一组紧凑对

称的曲线。应用设计中使用该元素可以清晰简

洁地传播品牌。

设计元素由三个部分组成，包括左区域、右区

域和白色分割曲线。设计元素的左右区域可以

如下图所示按比例延伸，从而强化其在图形设

计中的作用。

左右区域紧密相连相互呼应，象征华为向客户

提供出色的服务与密切的合作。设计元素表现

了华为在通讯行业中拥有的强大产品开发能力

和稳定可靠的产品质量。

附件提供的设计元素完稿模板简便易用。请注

意模板中的三个要素是集合成组的。建议在使

用模板时保持元素的群组状态。

The three areas of the Design Element

设计元素模板的三个组成元素

The left and right areas can be extended proportionally

设计元素可以左右延伸

Creation of the Design Element

设计元素的由来

VISUAL IDENTITY SYSTEM

视觉识别系统

Step 4

步骤4

Design Element: Configuring The Design Element

设计元素：应用设计元素 3.4

The example on this page demonstrates how

to place a Design Element from the artwork

template.

Step 1:

Import Design Element artwork template.

Step 2:

Position the art work on the page.

Step 3:

Proportionately scale the artwork to the required

width.

Step 4:

If necessary, slide artwork to place the divider

arc in its desired position.

Step 5:

Extending the left and right side of the Design

Element to fit the required area should always

be done in two stages. First extend the edge

of the left hand side of the Design Element,

then extend the edge of the right hand side

of the Design Element to complete the process.

Note: Do not stretch the artwork under

any circumstances. This is applicable to all

Huawei material featuring the Design Element.

本页中的图例显示如何在电子文件模版中应用

设计元素。

步骤 1:

导入电子文件模版。

步骤 2:

将设计元素移至页面中。

步骤 3:

按比例放大设计元素至所需的宽度。

步骤 4:

根据需要，移动设计元素至适当的位置。

步骤 5:

分两步来延伸设计元素的左右两边至所需的位

置，先延伸左边线，然后延伸右边线。

注意：在任何使用设计元素的应用项目中，请

勿以拖拽的方式改变电子文件比例。

Step 1

步骤1

Step 2

步骤2

Step 3

步骤3

Step 5

步骤5

VISUAL IDENTITY SYSTEM

视觉识别系统

Design Element: Positioning The Design Element

设计元素：放置设计元素 3.5

Please pay careful attention to the regulations

when positioning the Design Element in an

artwork document. The configurations shown

here have been chosen for design application

purposes and aesthetic appeal.

Figure 1

When positioning the Design Element further

to the left, the right hand section should never

cross over the halfway point of the artwork.

Figure 2

When positioning the Design Element further

to the right, the right hand side of the Design

Element should always be positioned in a

balanced manner. Never crop the right side

of the element off the artwork.

Figure 3

When positioning the Design Element in a

billboard or subway poster format, please ensure

that it bleeds to the edge of the artwork at all

times as shown. A balanced position of the

Design Element must be obtained as shown.

请特别注意有关如何在电子文件中放置设计元

素的相关规定。本页所展示的图例适用于各种

设计应用目的，并符合审美标准。

图示1

当需要把设计元素靠近左边界时，注意不

要使设计元素的右区域越过页面的纵轴

中线。

图示2

当需要把设计元素靠近右边界时，注意维持设

计元素右区域的平衡，切记不要破坏设计元素

右区域的完整。

图示3

当需要在广告牌或地铁海报格式中应用设计

元素时，注意让设计元素延伸至画面的每条

边界，如图所示将设计元素放置在平衡的位

置中。

Figure 2

图示2

Figure 1

图示1

Figure 3

图示3

VISUAL IDENTITY SYSTEM

视觉识别系统

Design Element: Configuration and Placement

设计元素：结构和位置 3.6

The Huawei Design Element is essential in

enhancing the visual identity system. These

examples illustrate the various applications of the

Design Element in different circumstances.

Please ensure that the Design Element extends

to the edge of the page in all instances.

The examples also show how the Design Element

fits in a grid when placed in a vertical page.

Please refer to the related section in this visual

identity manual to find more in-depth application

examples, and follow according to the guidelines. The configurations shown here have been

chosen for design application purposes and

aesthetic appeal.

华为品牌标志的设计元素对于强化视觉识别系

统至关重要。本页中的图例展示在不同情况下

如何应用设计元素。请确保任何情况下设计元

素都延伸至页面的边界。

这些图例还展示在纵向页面中如何使设计元素

与网格线相匹配。更详细的应用图例请参阅本

视觉识别手册中的其它相关部分说明及规定。

本页所展示的图例适用于各种设计应用目的，

并符合审美标准。

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VISUAL IDENTITY SYSTEM

视觉识别系统

Design Element: Configuration and Placement

设计元素：结构和位置 3.7

These examples also show how the Design

Element fits into both a vertical and horizontal

page format for advertising applications. Please

ensure that the Design Element extends to the

edge of the page in all instances. Please refer to

the related section in this visual identity manual

to find more in-depth application examples, and

follow according to the guidelines. The configurations shown here have been chosen for design

application purposes and aesthetic appeal.

本页中的图例展示在横向和纵向的广告中如何

应用设计元素。请确保任何情况下设计元素都

延伸至页面的边界。更详细的应用图例请参阅

本视觉识别手册中的其它相关部分说明及规

定。本页所展示的图例适用于各种设计应用目

的，并符合审美标准。

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CZlheVeZg=dg^odciVaIneZ6 报纸广告（横版）版式6

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VISUAL IDENTITY SYSTEM

视觉识别系统

Design Element: Configuration And Placement

设计元素：结构和位置 3.8

Here are more examples showing the diversity

in the configuration and placement of the Design

Element. An essential tool in the Huawei Visual

Identity System, consistent use will strengthen the

Huawei brand image. These configurations have

been chosen for design application purposes

and aesthetic appeal. For a more detailed

view of the examples shown, please refer

to the relevant section in this guide book.

本页中的图例展示设计元素的不同结构和位置

的设计应用。作为华为视觉识别系统中的重要

部分，持续的应用设计元素可以强化华为的品

牌形象。本页所展示的图例适用于各种设计应

用目的，并符合审美标准。更详细的应用图例

请参阅本视觉识别手册中的其它相关部分

说明。

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VISUAL IDENTITY SYSTEM

视觉识别系统

Design Element: Correct & Incorrect Use

设计元素：正确和错误用法 3.9

How the Key Design Elements interact is integral

to the success of the visual identity system.

These examples show the correct and incorrect

use of the Design Element with images, text

and the Brand Signature.

Figure 1

The picture should always be placed to the

left of the Design Element when only one

picture is applied.

Figure 2

The CMYK Brand Signature should never be

placed above the Design Element when it is

filled entirely by an image.

Figure 3

The Brand Signature should be never placed on

the left hand side of the Design Element. It must

always appear on the bottom right hand side

as shown.

Figure 4

This shows a transparent use of the Design

Element, unique to a billboard or subway poster

format only. To create the transparent arc,

allocate it a value of 60K in color, and a value

to 30% for transparency.

Figure 5

One image should never be placed to the left

and right side of Design Element at the same

time. Two images are acceptable as shown in

Figure 2, but please ensure that the placement

of images remains balanced.

在设计元素中综合运用图片和品牌标志对视觉

识别系统的成败至关重要。本页所示的图例展

示设计元素的正确和不当的应用。

图示1

当只使用一张图片时，图片必须置于设计元素

的左区域。

图示2

如果设计元素中全部使用图片，则四色品牌标

志不得置于设计元素中。

图示3

品牌标志不得置于设计元素的左区域内，只能

如图所示置于设计元素的右下角。

图示4

在广告牌和地铁广告中，设计元素可以做特殊

的透明处理。在使弧线透明化处理时，颜色应

选用60K和30%的透明度。

图示5

一张图片不可同时置于设计元素的左右两个区

域内，只能如图例二所示同时应用两张图片，

但请确保图片的位置保持平衡。

Figure 1

图示1

Figure 2

图示2

Figure 3

图示3

Figure 4

图示4

Figure 5

图示5

VISUAL IDENTITY SYSTEM

视觉识别系统

3.10

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Figure 7

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Figure 8

图示8

Figure 6

A headline may appear inside the left area of

the Design Element, but never in the right area.

Please ensure that the headline remains legible

at all times when placing over an image.

Figure 7

Except billboard and subway poster, headline

and body text may appear inside the left area of

the Design Element, but never in the right area as

shown.

Figure 8

The web address should never appear above

the headline and body text when placed inside

the left area of the Design Element.

图示6

标题只能置于设计元素的左区域内，不得置于

右区域内。当背景为图片时，请确保标题清晰

可辨。

图示7

除了广告牌和地铁广告版式，标题和正文只能

置于设计元素的左区域内，不得置于右区域

内。

图示8

当标题和正文位于设计元素的左区域内，网址

不得置于标题和正文之上。

Design Element: Correct & Incorrect Use

设计元素：正确和错误用法

VISUAL IDENTITY SYSTEM

视觉识别系统

Product Design Element

产品设计元素 3.11

The Huawei brand Product Design Element is

essential in enhancing the visual identity system

The art work for the Product Design Element

is provided as an easy-to-use template. Please

note that the three elements of the template are

grouped. We recommend leaving the elements

grouped while working with the template.

Note: The Design Element for Product is

never to be extended or stretched under

any circumstances.

华为品牌的产品设计元素对于强化视觉识别系

统至关重要。

使用者可以参考本页中的产品设计元素电子文

件来设计模板。请注意模板中的三个要素是集

合成组的。建议在使用模板时保持元素的群组

状态。

注意：在任何情况下，切勿延展拉伸产品的设

计元素。

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Product Design Element

产品设计元素

VISUAL IDENTITY SYSTEM

视觉识别系统

3.12

Product Design Element

产品设计元素与图片的组合

The example here shows how the Product

Design Element works in harmony with an image.

The image must always appear on the right of

the divider arc, and be exactly the same proportions as indicated by the grid example below.

Any color from the Corporate, Standard, Dark

and Special Color tables - except black color

Design Element - can be used in the Product

Design Element.

Note: Black should never be used under any

circumstances, as it does not accurately reflect

the Huawei Brand personality.

本页所示图例展示产品设计元素如何与图片结

合使用。图片必须置于分割曲线的右侧，并如

下方网格图所示保持同样比例。

公司专用色板中标准色系、深色系和特殊色系

中的任何颜色，除黑色设计元素以外，均可以

用于产品设计元素。

注意：由于黑色不适合华为品牌个性，因此在

任何情况下都不得使用黑色。

Product Design Element

产品设计元素

VISUAL IDENTITY SYSTEM

视觉识别系统

Product Design Element: Configuration And Placement

产品设计元素：结构和位置 3.13

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How the Product Design Element is placed in an

applications layout determine its effectiveness.

These examples show the correct and incorrect

use of the Product Design Element in a layout.

Figure 1 - 3

Shows the correct use and placement of the

Product Design Element in different applications

Figure 4

Never place an image to the left of the

Product Design Element in a layout.

Figure 5

An image can never be larger than the Product

Design Element, it must always be the same size.

Figure 6

The proportions of the Product Design Element

are fixed. Never extend or stretch it.

图示1-3

在不同应用设计中产品设计元素的正确使用方

法和位置。

图示4

图片不得置于产品设计元素的左区域。

图示5

图片的尺寸必须和产品设计元素一致。

图示6

产品设计元素的比例不得改变，不可作任何

延伸。

Figure 1 图示1 Figure 2 图示2 Figure 3 图示3

Figure 4 图示4 Figure 5 图示5 Figure 6 图示6

VISUAL IDENTITY SYSTEM

视觉识别系统

Product Design Element: Correct & Incorrect Use

产品设计元素：正确和错误用法 3.14

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How images are placed inside the Product

Design Element determine its effectiveness.

Here are examples of how the Product Design

Element should, and should not be used.

Figure 1

The Product Design Element can be used

as a single unit in various Design Colors.

Figure 2

An example showing the correct use of

the Product Design Element with an image.

Figure 3

Images should never appear inside the

Product Design Element

Figure 4

Never place an image to the left of the

Product Design Element

Figure 5

Never use the Product Design Element

with a plain colored square.

Figure 6

Text should never be placed inside the Product

Design Element.

Figure 7

Never place text on the image when using

the Product Design Element.

产品设计元素中图片的应用直接影响其效果。

本页中的图例展示产品设计元素的正确和错误

的应用。

图示1

产品设计元素可以单独使用，并可选择不同

颜色。

图示2

本图例展示了产品设计元素与图片结合的正确

使用方法。

图示3

产品设计元素内不可使用图片。

图示4

图片不可置于产品设计元素的左区域。

图示5

产品设计元素不可与单色方块结合使用。

图示6

产品设计元素内不可使用文字。

图示7

在使用产品设计元素时，文字不可置于

图片中。

Figure 1

图示1

Figure 3

图示3

Figure 5

图示5

Figure 7

图示7

Figure 2

图示2

Figure 4

图示4

Figure 6

图示6

VISUAL IDENTITY SYSTEM

视觉识别系统

Logo Size

标志尺寸 3.15

9mm Brand logo is used on VIP Card, ID card,

visitor ID card and portable card.

12mm Brand logo is used on note.

15mm Brand logo is used on press-release, CD,

cover, CD and compliment slip.

18mm Brand logo is used on business card,

flyer, congratulation card, birthday card and

invitation card.

23mm Brand logo is used on letterhead,

envelope( 110x220 ), fax and sticker.

26mm Brand logo is used on envelope

( 229x324 ), folder, briefcase, brochure,

product technology, annual report, Huawei

people, magazine advertisement and

recruitment.

42mm Brand logo is used on newspaper

advertisement.

9mm 品牌标志用于贵宾卡，员工卡，来宾卡和

便携机个人卡上。

12mm 品牌标志用于便签上。

15mm 品牌标志用于新闻发布稿，光盘封面，

光盘和问候卡上。

18mm 品牌标志用于名片，折页，贺卡，生日

贺卡和请柬上。

23mm 品牌标志用于信纸，信封( 110x220 )，

传真和不干胶贴纸上。

26mm 品牌标志用于信封( 229x324 ),文件

夹，文件袋，宣传册，产品技术手册，年报，

Huawei People杂志，杂志广告，招聘广告上。

42mm 品牌标志用于报纸广告上。

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VISUAL IDENTITY SYSTEM

视觉识别系统

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;gji^\\ZgCZmi7aVX`

VWXYZ[\\]^_`abcdefghijklmno

6789:;<=>?@ABCDEFGHIJKLMNO

:c\\a^h]8dgedgViZ;dci/;gji^\\ZgCZmi;Vb^an

公司英文专用字体/;gji^\\ZgCZmi 系列

8]^cZhZ8dgedgViZ;dci/=Z^;Vb^an

公司中文专用字体：黑体系列

M^=Z^ 细黑简体

华为中文专用字体是黑体系列

=Z^ 黑简体

华为中文专用字体是黑体系列

9V=Z^ 大黑简体

华为中文专用字体是黑体系列

公司专用字体 3.16

The Corporate Typeface plays a major role in

shaping the Huawei Brand. To help create a

consistent identity for all printed and electronic

materials generated by Huawei, a standard family

of typefaces has been chosen for exclusive use in

all media (corporate communications, advertising

materials, stationary, signage, web site, etc.) Used

carefully and consistently, the Corporate Typeface

will enhance the presentation of our brand, creating

a bold, contemporary and confident feel.

FrutigerNext (for English) and Hei (for Chinese)

font families are the official corporate typefaces.

Frutiger was chosen for its contemporary

appearance, its compatibility with the brand

signature, and its high degree of readability in all

sizes and weights. Hei was chosen for its readability

and contrast with the Frutiger family.

For examples of how to use the corporate typefaces

refer to the relevant section — publication,

advertising etc.

Note: The specific name of the Hei typeface varies depending on the typeface provider or software application. In order to keep the typeface

consistent, please choose visually by referring to

the examples provided on this page.

公司专用字体是构成华为品牌的重要元素。为了

在华为所有的印刷和电子材料中形成统一的识别

形象，所有的媒介（包括企业传播、广告材料、

文具、招牌、网站等）都必须应用指定的标准系

列字体。谨慎地使用统一的公司专用字体，可以

强化品牌表现力，缔造果敢、现代和自信的形

象。

公司指定专用字体在英文版中是FrutigerNext系列

字体，在中文版中是黑体系列字体。FrutigerNext

系列字体外形现代，与品牌标志相匹配，并且在

多种字号大小时都具有较强的可读性。黑体系列

字体不仅适合阅读，而且与FrutigerNext系列字体

十分匹配。

有关如何应用公司专用字体的图例请参见印刷出

版物、广告等相关章节。

注意：黑体字的名称在不同厂商提供的应用软件

和字库软件中有所差异。为保持字体的统一，请

参照本页中的图例选择视觉感相同的字体。

Corporate Typeface

VISUAL IDENTITY SYSTEM

视觉识别系统

Arial Regular

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Arial Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Arial Black

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Alternative English Corporate Font : Arial

公司英文通用字体/Arial 系列

公司通用字体 3.17

If the FrutigerNext typeface (for English) is

unavailable for any reason, the font Arial may

be substituted in its place. Arial is to be used

as a last alternative only.

在不能使用华为专用字体的情况下，要使用华为

通用字体。

Alternative Corporate Typeface

VISUAL IDENTITY SYSTEM

视觉识别系统

Image Style: General Style Principles

图片风格：普遍风格原则 3.18

Colors

Where possible, choose images that contain

colors that are similar to the Huawei Color Policy

in this guidebook. The color match does not

need to be exact or overt; subtle tints and details

of similar colors can give an overall look and feel

that enhances the Huawei visual personality.

Perspective

The appropriate use of perspective will enhance

the expression of Huawei visual personality.

Cropping

The appropriate use of cropping will enhance

the expression of Huawei visual personality.

Sharpness

Photographic techniques may be used to focus

on the subject and alter the depth of field.

Images should reflect one or more of our

core values and personality.

色彩

在选择图片时，请尽量选择那些包含本手册华

为颜色规定中特定颜色的图片。颜色无需完全

一致或非常突出，局部细节色彩的一致都有

助于形成一致的感觉，从而强化华为的视觉

风格。

透视

恰当地使用透视手法，可以强化华为的视觉表

现力。

裁切

恰当地使用裁剪手法，可以强化华为的视觉表

现力。

聚焦

可以运用摄影技法来强化主体改变景深。

图像应该用来表现我们的某些品牌核心价值

和个性。

Color

色彩

Perspective

透视

Cropping

裁切

Sharpness

聚焦

VISUAL IDENTITY SYSTEM

视觉识别系统

Image Style: People

图片风格: 人物 3.19

Imagery plays an important role in building

the Huawei brand. The style of imagery we

use can influence the way we are perceived

and distinguish us from our competitors. We

have developed a set of principles to help you

select imagery that is a true representation of

Huawei.

When choosing images involving people,

please ensure that the communication message

is clear. They should reflect the core values and

personality of the Huawei Brand.

图片是构成华为品牌的关键元素。图片风格直

接影响我们被感知的形象，并使我们有别于竞

争对手。我们此处制定的原则有助于在选择图

片时表现真正的华为。

当选择有人的图片时，请确保沟通的信息清晰

明确。它们必须反映华为品牌的核心价值和

个性。

VISUAL IDENTITY SYSTEM

视觉识别系统

Image Style: Metaphorical

图片风格：借喻 3.20

Metaphorical imagery conveys a message in a

less direct way. This category represents images

that can bring the Huawei brand to life beyond

the literal sense. The examples on this page

show how simple compositions help convey

a single, powerful idea.

When choosing an image based upon a

visual metaphor, please ensure they reflect

the core values and personality of the Huawei

Brand.

借喻式的图片以间接的方式传达信息。这类图

片使华为品牌超越语言的局限，而更加富有深

意。本页中的图例展示如何应用简单的元素表

达强大而简洁的理念。

当选择借喻式的图片时，请确保它们反映华为

品牌的核心价值和个性。

VISUAL IDENTITY SYSTEM

视觉识别系统

Image Style: Incorrect Image Use

图片风格：不恰当的图片 3.21

The wrong images will undermine the visual

personality and consistent expression of the

Huawei brand. Observe the principles

illustrated on this page.

Figure 1

Do not use cliched images that are old

fashioned or unattractive, as they do not

accurately represent Huawei.

Figure 2

Do not use images that contain unnatural

or forced poses.

Figure 3

Do not use artificially-generated imagery, as

it does not accurately reflect the core values and

personality of the Huawei Brand personality.

Figure 4

Do not use visual metaphors inappropriate

to our brand. Inappropriate visual metaphors are

those which may cause Huawei to be viewed in

a negative manner.

Note: Please refer directly to the Huawei VI

Corporate Branding and communications

Department for any queries regarding approval

of images.

不恰当的图片会削弱华为品牌的视觉表现力，

并破坏视觉传播的统一。请认真理解本页所阐

述的原则。

图示 1

请避免使用那些陈腐过时或平庸乏味的图片，

它们无法准确地表现华为。

图示 2

请避免使用姿势造作的图片。

图示3

请避免使用虚拟绘制的图片，它们无法准确地

表现华为品牌核心价值和个性。

图示4

请避免使用借喻内容不适合我们品牌的图片。

不当的借喻会使华为品牌遭受非议。

注意：任何有关图片的使用问题，请与华为公

司品牌部直接联系确认。

Figure 1

图示1

Figure 3

图示3

Figure 2

图示2

Figure 4

图示4

4.0 Stationery

文具

4.0 Stationery

　　 文具

STATIONERY

文具

Business Card: Front

名片：正面

Huawei offices around the world have varying

language requirements according to the region

they are located. Please choose the most

appropriate regional typeface to apply to the

front of the business card. The back of the

business card must always appear in English.

Scale 1:1

All measurements in mm

Brand Signature

Width: 18 mm

Color: Pantone 185 U

Pantone 426 U

Baseline: 24 mm

Name And Title

Name typeface: FZHei

Name size: 13 pt

Name color: Pantone 426 U

Title typeface: FZXiHei

Title size: 6.5 pt

Title color: Pantone 426 U

Title Line spacing: 7.5 pt

Baseline of name:11 mm

Address

Company name: FZDaHei

Typeface: FZXiHei

Size: 7 pt

Color: Pantone 185 U, Pantone 426 U

Line spacing: 9 pt

Baseline: Max 48 mm

Web Address

Typeface: FrutigerNext medium

Size: 7 pt

Color: Pantone 426 U

Baseline: Max 48 mm

Paper

Recommended Conqueror Diamond

White 250gsm/White Board 240gsm

(Uncoated Paper)

由于各国语言文字不同，华为驻各国办事机

构可以根据当地需要选择适当字体用于名片

的正面设计，名片背面在任何国家都必须使

用英文。

比例 1:1

单位 毫米

品牌标志 宽: 18 mm

颜色: Pantone 185 U

Pantone 426 U

基线: 24 mm

名字和职务

名字字体: 方正黑体

名字大小: 13 pt

名字颜色: Pantone 426 U

职务字体: 方正细黑

职务字体大小: 6.5 pt

职务字体颜色: Pantone 426 U

职务行距: 7.5 pt

名字基线:11 mm

地址

公司名:方正大黑

字体: 方正细黑

大小: 7 pt

颜色: Pantone 185 U, Pantone 426 U

行距: 9 pt

基线: Max 48 mm

网址

字体: FrutigerNext medium

大小: 7 pt

颜色: Pantone 426 U

基线: Max 48 mm

纸张

推荐使用250克钻白滑面刚古纸或240

克

进口白卡纸。 1234

胡勇

公司品牌部

部长

华为技术有限公司

深圳市龙岗区坂田华为基地华电科研楼

邮编

: *&-&'.

电话

: -+,**'-,-.)'-$'-,-%-%-

传真

: -+,**'-,-,&'*

lll#]jVlZ^#Xdb 邮件

: ]jndc\\5]jVlZ^#Xdb

胡勇

公司品牌部

部长

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,#* '*#* )) .%

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华为技术有限公司

深圳市龙岗区坂田华为基地华电科研楼

邮编

: *&-&'.

电话

: -+,**'-,-.)'-$'-,-%-%-

传真

: -+,**'-,-,&'*

lll#]jVlZ^#Xdb 邮件

: ]jndc\\5]jVlZ^#Xdb

...... ('

BVm

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1

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4.1

Note: Where ever the corporate name must

appear, please put the registed name below the

company name according to local regulation.

If there`s no local regulation, please use the

registed company name.

注意：当需要出现公司名称时，有法律规定

的，用本地法律注册的名称；无法律规定的，

用公司注册的名称。

STATIONERY

文具

lll#]jVlZ^#Xdb

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9^gZXidgd[8dgedgViZ7gVcY^c\\

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=jVY^VcG97j^aY^c\\!=jVlZ^

>cYjhig^Va7VhZ!7Vci^VcAdc\\\\Vc\\

H]Zco]Zc*&-&'.!E#G#8]^cV

IZa/ -+,**'-,-.)'-$'-,-%-%-

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lll#]jVlZ^#Xdb

?d]chdc=j

9^gZXidgd[8dgedgViZ7gVcY^c\\

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=J6L:>I:8=CDAD<>:H8D#!AI9#

=jVY^VcG97j^aY^c\\!=jVlZ^

>cYjhig^Va7VhZ!7Vci^VcAdc\\\\Vc\\

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IZa/ -+,**'-,-.)'-$'-,-%-%-

;Vm/ -+,**'-,-,&'*

:"bV^a/]jndc\\5]jVlZ^#Xdb

Business Card: Back

名片：背面

Scale 1:1

All measurements in mm

Brand Signature

Width: 18 mm

Color: Pantone 185U

Pantone 426 U

Baseline: 24 mm

Name And Title

Name typeface: FrutigerNext bold

Name size: 10 pt

Name color: Pantone 426 U

Title typeface: FrutigerNext regular

Title size: 6.5 pt

Title color: Pantone 426 U

Title Line spacing: 7.5 pt

Baseline of name:11 mm

Address

Company name: FrutigerNext bold

Typeface: FrutigerNext regular

Size: 7 pt

Color: Pantone 185 U, Pantone 426 U

Line spacing: 9 pt

Baseline: Max 48 mm

Web Address

Typeface: FrutigerNext medium

Size: 7 pt

Color: Pantone 426 U

Baseline: Max 48 mm

Paper

Recommended Conqueror Diamond

White 250gsm/White Board 240gsm

(Uncoated Paper)

比例 1:1

单位 毫米

品牌标志 宽: 18 mm

颜色: Pantone 185 U

Pantone 426 U

基线: 24 mm

名字和职务

名字字体: FrutigerNext bold

名字大小: 10 pt

名字颜色: Pantone 426 U

职务字体: FrutigerNext regular

职务字体大小: 6.5 pt

职务字体颜色: Pantone 426 U

职务行距: 7.5 pt

名字基线:11 mm

地址

公司名: FrutigerNext bold

字体: FrutigerNext regular

大小: 7 pt

颜色: Pantone 185 U, Pantone 426 U

行距: 9 pt

基线: Max 48 mm

网址

字体: FrutigerNext medium

大小: 7 pt

颜色: Pantone 426 U

基线: Max 48 mm

纸张

推荐使用250克钻白滑面刚古纸或240

克

进口白卡纸。 1234

1

23

4

1234

1

23

4

4.2

Note: Where ever the corporate name must

appear, please put the registed name below the

company name according to local regulation.

If there`s no local regulation, please use the

registed company name.

注意：当需要出现公司名称时，有法律规定

的，用本地法律注册的名称；无法律规定的，

用公司注册的名称。

STATIONERY

文具

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heZX^Va^oZh^ci]ZgZhZVgX]

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Letterhead: English

信纸：英语 1 2

3

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4.3

Scale 1:1All measurements in mm

Brand Signature

width: 23 mmColor: Pantone 185 UPantone 426 UBaseline: 38 mm

Receiver

Typeface: FrutigerNext regularSize: 10.5 ptLine spacing: 12.5 ptColor: 100% black

1

Baseline: top of first line 15 mm

比例 1:1单位 毫米 品牌标志宽: 23 mm颜色: Pantone 185 UPantone 426 U底线: 38 mm 收信人字体: FrutigerNext regular大小: 10.5 pt行距: 12.5 pt颜色: 100% 黑基线: 顶线 15 mm

Address

Company name: FrutigerNext boldTypeface: FrutigerNext regularSize: 8 ptLine spacing: 11 ptColor: Pantone 185 UPantone 426 UBaseline: last line 287 mm

Reference Lines

Typeface: FrutigerNext regular Size: 10.5 ptLine spacing: 12.5 ptColor: 100% blackBaseline: first line 66 mm

Letter Text

Typeface: FrutigerNext regular Size: 10.5 ptLine spacing: 12.5 ptColor: 100% blackBaseline: first line 97 mmmax 247 mm

地址公司名: FrutigerNext bold字体: FrutigerNext regular 大小: 8 pt行距: 11 pt颜色: Pantone 185 UPantone 426 U基线: 最后一行 287 mm

参考行字体: FrutigerNext regular 大小: 10.5 pt行距: 12.5 pt颜色: 100% 黑基线: 第一行 66 m

正文字体: FrutigerNext regular 大小: 10.5 pt行距: 12.5 pt颜色: 100% 黑基线: 第一行 97 mmmax 247 mm

Web Address

Typeface: FrutigerNext mediumSize: 8 ptColor: Pantone 426 UBaseline: 287 mm

网址字体: FrutigerNext medium大小: 8 pt颜色: Pantone 426 U基线: 287 mm

2

3

4

56

12

3

4

5

6

PaperRecommended Conqueror Diamond white,100gsm/wood free paper, 80gsm (Uncoated Paper)

纸张推荐使用100克钻白滑面刚古纸或80克胶版纸。