Design guideThe quick guide to Ambu’s design

The five basic elementsof our design

Logo Typography ColoursImages

The graphic elements – waves, swoosh and icon

Swoosh Waves background

Icon

The Ambu logo

• The logo is the single most important part of our visual identity

Main logo• Red typeface, grey icon and our

tagline 'Ideas that work for Life'

Logo versions• Logo without tagline – for small

size materials, where the tagline is not readable

• White logo – for placing on dark or coloured backgrounds

Typography

• Ambu uses Signa, a modern and clean font, on all printed material

• Headlines and subheadings are set in Signa Normal (Book)

• Copy is set in Signa Normal (Light)

• Alternative text is set in Signa (bold)

• For web, Word, PowerPoint or where Signa is not available, use Arial

The images

• Ambu has three categories of photos: product, application and lifestyle photos.

• You can find Ambu's photos in Marcom.

• In addition, you can find a selection of Ambu's photos in the ImageShopper in Ambu’s PowerPoint tool.

The primary colours Ambu has three primary colours: deep red, dark grey-blue and lime green.

The secondary coloursAmbu has six secondary colours which can be used to supplement the primary colours. For instance in graphs or diagrams. Use few secondary colours to maintain an elegant and consistent look.

The graphic elements

• To create a unique Ambu feeling, we have three graphic elements:• the icon• the swoosh• and the waves

• These elements can be used alone or together to create variation and easy recognition

Icon

Swoosh

Waves background

The language

• The way we write is an important part of the Ambu brand

• Make sure you...• are clear and precise• address your reader politely• use subheadings• proofread your text

Dos and don’ts

• Do use the logo• Do use high-resolution images• Do make sure you know the five

basic elements before you start• Do ask if in doubt• Don't be stingy with the pages• Don't take the basic design

elements out of context• Don't use photos as

background for body text

The Ambu look and feel

• Go for a clean, modern look

• Use few, but large photos to create an effect

• Include some or all of our five basic elements

Learn more about Ambu’s design in the Design Manual.New design manual coming up during Q3 2014. Questions? Contact communication@ambu.com