The quick guide to Ambu’s design Design guide The quick guide to Ambu’s design

The five basic elements of our design Logo Typography Images Colours Swoosh Waves background Icon The graphic elements – waves, swoosh and 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 colours Ambu 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 Waves background Swoosh

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