Brand Guidelines

Brand Guidelines
August 2007 - Version 1.1
Copyright © 2003 - 2007 Omnifone Ltd. All rights reserved.

Omnifone and MusicStation are trademarks of Omnifone Ltd. Other product and company names mentioned herein
may be trademarks or tradenames of their respective owners. Reproduction, transfer or distribution of part or all of
the contents in this document in any form without the prior written permission of Omnifone is prohibited.
Introduction
The MusicStation Brand
The MusicStation brand identity communicates with our customers
as a visual message. As a graphic statement it tells people who we
are and sets us apart from our competitors.
By adhering to the rules outlined in this guide you help reinforce the
consistency of the MusicStation brand, in building familiarity and
trust for our customers.
Consistency plays an important part of the MusicStation brand and

should be viewed as one of our key values.
This guide illustrates how the brand should be implemented in most

situations. For applications that may not be covered in this document
please contact the Design department.
The MusicStation brand should always be reproduced as

outlined within these guidelines.
2 MUSICSTATION BRAND GUIDELINES V1.1 - AUGUST 2007 CONFIDENTIAL - NOT FOR DISTRIBUTION © OMNIFONE LIMITED 2003 - 2007
MusicStation
Digital Music Application
MusicStation is a handset-based digital music application, optimised
for pre-install by Mobile Network Operators (MNOs) or by handset
manufacturers.
MusicStation transforms the phone giving the consumer all the playing
functionality and user experience of a standard MP3 player - along
with all the browse, search, celebrity playlist features of a desktop
program - plus community features and personalised news and
views. MusicStation provides a simple connected user interface - with
all functionality available on the move. Download, searching and
community features are available during music play
MusicStation is available for use on a wide range of Java and

Symbian 2.5G and 3G handsets, irrespective of manufacturer or model.
TM
MusicStation
Brand Identity
The Essence of MusicStation
The main MusicStation logo contains two elements; the icon and
logotype. In normal usage they are held together as a single image.
The logotype part of the logo has been adapted from Frutiger Roman.
The icon is used to help people identify and symbolise MusicStation.

The shape is a stylised ‘Play’ graphic giving a sense of ownership to
the MusicStation Brand.
Our logo is our most important brand device and therefore it is

critical it is used in its true form and must never be altered.
MusicStation Logo 1
Primary Logo Usage
How to use the MusicStation logo in colour.
TM
MusicStation
How to use the MusicStation Logo reversed out of a dark
background. Note that the soft drop shadow has been
removed for this purpose.
MusicStation Logo 2
Secondary Logo - for use in circumstances of restricted vertical space.
How to use the MusicStation logo 2 in colour.
TM
MusicStation
How to use the MusicStation Logo 2 reversed out of a dark

background. Note that the soft drop shadow has been
removed for this purpose.
MusicStation Logo without icon
Secondary Logo - for use in within headlines.
How to use the MusicStation logo without icon in colour.
TM
MusicStation Unlimited music downloads!
How to use the MusicStation logo without icon reversed out of a dark background.
Unlimited music downloads!
Exclusion Zone
Keep Your Distance
The complete logo should be used with an area of clear space around
it which is free from all graphic elements, such as text. This area is
known as the Exclusion Zone and is calculated as 25% of the length
of the word MusicStation (excluding the Trademark symbol).
Example of MusicStation logo 2 with smaller Icon to be used in circumstances where vertical space is limited
Branding Rules
Rules for use of MusicStation brand
All marketing real estate must include either the MusicStation logo (logo type and icon) or the
Secondary MusicStation Logo (logo type and icon).
If the word MusicStation appears as part of a headline the MusicStation logo without icon
must be used. See example ‘Landscape poster example 1‘ on page 11 of this document.
Backgrounds
All MusicStation branded marketing real estate should preferably sit on either a Brilliant White or
Solid Black background.
Print
Landscape marketing environments (DPS, 48 sheet posters, in-store banners etc...). The
MusicStation logos must be used no smaller than 15% of the overall width of the viewable artwork.
This can change to no smaller than 12% if the MusicStation logo without icon is used as part of
the headline.
For example:
A landscape poster 1000mm wide should feature a MusicStation logo no smaller than 150mm wide.
However if used in conjunction with the MusicStation logo without icon as part of the headline
the MusicStation Logo should be used no smaller than 120mm wide.
Portrait marketing environments (Full page ads, posters, in-store plasma surrounds etc...). The
MusicStation logos must be used no smaller than 20% of the overall width of the viewable artwork.
This can change to no smaller than 16% if the MusicStation logo without icon is used as part of
the headline.
For example:
A portrait advert 200mm wide should feature a MusicStation logo no smaller than 40mm wide.
However if used in conjunction with the MusicStation logo without icon as part of the headline
the MusicStation Logo should be used no smaller than 32mm wide.
See examples of the MusicStation brand used in print formats on pages 11-16 of this document.
Web
Animated web adverts (banner, skyscraper etc...). The MusicStation logos must be used no smaller
than 20% of the overall width of the viewable artwork. This can change to no smaller than 16% if
the MusicStation logo without icon is used as part of the headline.
Branding must appear for at least 20% of the total time of animation prior to looping.
See examples of web formats on pages 17-18 of this document.
Width definition
The ‘width’ of the logo is based upon the width of the word ‘MusicStation’ within the
MusicStation logo and does not include the trademark symbol.
Branding examples
How to use the MusicStation brand
Our brand is one of our most powerful and effective tools. Because it is one of the most visible
communications that we produce,it must be used within all marketing material in a consistent manor.
The clean white or solid black background used in the following examples, create the greatest
amount of legibility and maximum impact for our logo and images. Simple, bold headlines are
powerful and engaging.
The combination of all these elements combine to create clear, brand-centric, strategic
communications across a broad range of marketing formats which help us engage our audiences.
Co-branding
The philosophy behind co-branding is to generate additional market share (and ultimately increase
revenue streams) through customer awareness by forming alliances with one or more brands.
The following examples demonstrate how our brand should be implemented in a co-branded
environment. We have used a fictional logo (Mobtelco) to demonstrate this.
Branding examples (cont)
Landscape poster example 1
Example of the MusicStation logo without icon used as part of a headline.
The ‘phone montage image’ used on this poster includes examples of a MusicStation logo, this satisfies the branding
requirements and therefore negates the need for an additional MusicStation logo alongside the Mobtelco branding.
Example of the Secondary MusicStation logo.
The ‘phones image’ used on this poster includes an example of a MusicStation logo within the smallest phone
image. This logo is too small to satisfy our branding requirements, so we have used the Secondary MusicStation
logo bottom right. This logo is sized to the same proportions to the Mobtelco brand.
The wrong way! Landscape poster example 2
Example of the Secondary

MusicStation logo used as part of
a headline. This is an incorrect use
of the MusicStation branding.
Example of the secondary MusicStation logo.
The ‘phones image’ used on this poster includes an example of a MusicStation logo within the smallest phone
image. This logo is too small to satisfy our branding requirements, so we have used the Secondary MusicStation
logo bottom right. This logo is sized to the same proportions as the Mobtelco brand.
Portrait advert 1
Example of the MusicStation logo without icon used as part of a headline, combined with a MusicStation logo
within a phone image.
The ‘phone montage image’ used on this poster includes examples of a MusicStation logo, this satisfies
the branding requirements and therefore negates the need for an additional MusicStation logo alongside the
Mobtelco branding.
Portrait advert 2
Example of the Secondary MusicStation logo.
The MusicStation ‘Characters image’ used on this poster includes examples of a MusicStation logo icon. These logo
icons are too small to satisfy our branding requirements, so we have used the Secondary MusicStation logo in a
central position towards the bottom of this layout. This logo is sized to the same proportions as the Mobtelco brand
and is used no smaller than 20% of the width of the viewable artwork.
In-store plasma screen surround
Example of the MusicStation logo without icon combined with a Secondary MusicStation logo.
The ‘phone images’ used on this poster do not include an example of a MusicStation logo, so we have used the
Secondary MusicStation logo bottom right. This logo must appear no smaller than 20% of the total width of the
viewable artwork.
Web banner adverts
Example of the Secondary MusicStation logo combined with a ‘phone montage image’ containing a
MusicStation logo. The MusicStation Logo must stay visible for at least 20% of the total animation.
Web Skyscraper adverts
Example of the MusicStation logo without icon combined with a ‘phone image’ containing a MusicStation logo.
The MusicStation Logo must stay visible for at least 20% of the total animation.
Typography
What typeface should I use?
Typography plays an important role in communicating tone and quality. Careful use
of typography reinforces MusicStation’s personality and ensures clarity and harmony
in all communications.
Frutiger 45 Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Frutiger 65 Bold
0123456789
For areas of high copy content:, tables, charts etc...
Frutiger 47 Light Condensed

0123456789
Frutiger 67 Bold Condensed

0123456789
Contact
If in doubt...
The logos are available as master artwork by contacting Omnifone.
If you have any questions about the MusicStation brand please contact:
Emily Saunders - Group Marketing Director

Tel : +44 (0)20 8600 0596
email: esaunders@omnifone.com
Mark Crosbie-Smith - Design Director

Tel : +44 (0)20 8600 0580
email: mcs@omnifone.com
For general enquiries please feel free to contact:
Omnifone
Island Studios,
22 St Peter’s Square,
London W6 9NW
email: info@omnifone.com
web: www.omnifone.com
Tel: +44 (0)20 8600 0580
Copyright
Disclaimer, License and Contacting Omnifone
Copyright © 2007 Omnifone Limited. All rights reserved.
Omnifone and MusicStation are trademarks of Omnifone Limited
(“Omnifone”). Java and all Java-based marks are trademarks or
registered trademarks of Sun Microsystems, Inc. Other product and
company names mentioned herein may be trademarks or trade
names of their respective owners.
Disclaimer
The information in this document is provided “as is,” with no
warranties whatsoever, including any warranty of merchantability,
fitness for any particular purpose, or any warranty otherwise arising
out of any proposal, specification, or sample. Furthermore, information
provided in this document is preliminary, and may be changed
substantially prior to final release. This document is provided for
informational purposes only.
Omnifone disclaims all liability, including liability for infringement of

any proprietary rights, relating to implementation of information
presented in this document. Omnifone does not warrant or represent
that such use will not infringe such rights.
Omnifone retains the right to make changes to this specification at

any time, without notice.
License
A license is hereby granted to download and print a
copy of this specification for personal use only. No other
license to any other intellectual property rights is granted herein.
No part of this publication may be reproduced, stored in a retrieval
system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the
prior written permission of the copyright holder.
Contacting Omnifone
Please feel free to contact Omnifone:
Island Studios, 22 St Peter’s Square, London W6 9NW
Email: info@omnifone.com
Web: www.omnifone.com

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Brand Guidelines

August 2007 - Version 1.1

Copyright © 2003 - 2007 Omnifone Ltd. All rights reserved.

Consistency plays an important part of the MusicStation brand and

This guide illustrates how the brand should be implemented in most

The MusicStation brand should always be reproduced as

MusicStation is available for use on a wide range of Java and

The icon is used to help people identify and symbolise MusicStation.

Our logo is our most important brand device and therefore it is

How to use the MusicStation logo in colour.

How to use the MusicStation logo 2 in colour.

How to use the MusicStation Logo 2 reversed out of a dark

How to use the MusicStation logo without icon in colour.

MusicStation Unlimited music downloads!

Unlimited music downloads!

See examples of web formats on pages 17-18 of this document.

Landscape poster example 1

Example of the MusicStation logo without icon used as part of a headline.

Landscape poster example 4

Example of the Secondary MusicStation logo.

The wrong way! Landscape poster example 2

Example of the Secondary

Landscape poster example 3

Example of the secondary MusicStation logo.

Example of the Secondary MusicStation logo.

In-store plasma screen surround

Web banner adverts

Web Skyscraper adverts

For areas of high copy content:, tables, charts etc...

Frutiger 47 Light Condensed

Frutiger 67 Bold Condensed

Emily Saunders - Group Marketing Director

Mark Crosbie-Smith - Design Director

For general enquiries please feel free to contact:

Omnifone disclaims all liability, including liability for infringement of

Omnifone retains the right to make changes to this specification at

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