Advertising introduction

The layout principles ensure all brand identity elements are combined in a harmonizing way across a wide variety of brand applications.

The layout incorporates the rulesets for color, typography, supporting graphic and imagery, whilst demonstrating best practicefor how to combine them together with consistency.

General layout formats

The advertising layouts are designed to be clear and adaptable, utilizing two primary formats:

Informative Layout: Used when supporting text is required or when the background imagery is detailed.

Full-Bleed Layout: Applied when the background is clean and the copy is minimal and focused.

The choice between these two formats should be guided by both the amount of information to be conveyed and the visual complexity of the background image.

The Midea brandmark should always be placed at the top left of the layout.

Overarching elements

When creating a layout, it is essential to use the correct layout elements to ensure a complete and consistent visual appearance.

Informative layout panel ratios

When the informative layout is applied, the size of the information panel is variable, extending within the designed margin according to the amount of content required.

In a standard vertical layout, the information panel may be placed at either the top or bottom.

In a standard horizontal layout, the panel may be positioned on either the left or right side.

Overarching color versions for layout

To ensure both flexibility and consistency, it is essential to select and apply the correct color versions for all layout elements.

Brandmark ratio

standard print format (ratio ≤ 1:3)

The brandmark sizes are based on the format’s shortest side. The calculation ensures the brandmark will always appear consistent across different formats, while maximizing impact in more narrow or extreme formats. The recommended logo size for standard print formats (below 1:3) is 15%f height of the shortest side.

Layout protective border

standard print format (ratio ≤ 1:3)

The layout protective border is determined by the format’s shortest side. This border ensures key elements, such as the brandmark and typography, are properly aligned and prevents them from being placed too close to the edge.

Brandmark: Always top-aligned to the format edge and left-aligned to the layout protective border.

Slogan with supporting graphic: Horizontally centered and aligned to the bottom of the layout protective border.

Optional product cutout imagery (if applicable): Bottom-aligned to the midpoint of the bottom protective border, placed above the slogan graphic.

Detail specifications

standard print format (ratio ≤ 1:3)

To ensure visual consistency, it is essential that all layout elements adhere to their specified size requirements.

Full-bleed layout demonstration

standard print format (ratio ≤ 1:3)

Informative layout demonstration

standard print format (ratio ≤ 1:3)

Extreme layout formats

extreme print format (ratio > 1:3)

For extreme print formats, defined as any layout with an aspect ratio exceeding 1:3, the following proportional adjustments apply to maintain brand visibility and coherence:

Protective border: Increased to 12% of the format’s shortest edge. Brandmark size: Increased to 30% of the format’s shortest edge. Slogan with supporting graphic: Increased to 4.5% of the format’s shortest edge.

Extreme layout demonstration

extreme print format (ratio > 1:3)

Layout don’ts

Available Templates Lists

The following are the naming for our logo final artwork files. The files comes in both vector and pixel based documents.

Vector logo documents for applications come as .ai and .pdf files, while pixel logo documents come as .png files.

Logotype ratio 

brand led OOH standard format

In markets requiring dominant brand presence for high-visibility OOH communications, such as highway billboards, airport displays, or building signage, the use of a brand led OOH format is permitted. This format prioritizes and maximizes the visibility of the Midea brandmark.

All elements are sized proportionally based on the layout’s longest edge (a):

Brandmark Panel (b): Sizes relative to the format’s longest edge (a). Brandmark Size (c): Sizes relative to the Brandmark panel (b).

Brand led OOH format

Layout protective border

The layout protective border for brand led OOH format is determined by the format’s shortest side.

The slogan with supporting graphic should be placed horizontally centered and aligned to the bottom of the layout protective border.

Brand led OOH format

Detail specifications

To ensure a consistent and impactful visual, please follow specified size requirement for slogan with supporting graphic.

Product OOH format

Layout protective border

The layout protective border for brand led OOH format is determined by the format’s shortest side.

The slogan with supporting graphic should be placed horizontally centered and aligned to the bottom of the layout protective border.

Product OOH format

Detail specifications

To ensure a consistent impactful visual, please follow specified size requirement for slogan with supporting graphic.

OOH layout demonstration

Extreme format logo ratio

brand led OOH extreme format

For extreme brand led OOH formats, defined as horizontal layouts with an aspect ratio exceeding 3:1 or vertical layouts exceeding 1:7, position the Midea brandmark, adjusted to the edge of the Midea blue panel. This adjustment ensures adequate clear space and maintains visual balance in these extreme formats.

Brandmark ratio

standard digital format (ratio ≤ 1:3)

The brandmark sizes are based on the format’s shortest side. The calculation ensures the brandmark will always appear consistent across different formats, while maximizing impact across more narrow or extreme formats.

The recommended brandmark size for standard digital formats (below 1:4) is 20%f height of the shortest side.

Layout protective border

standard digital format (ratio ≤ 1:3)

The layout protective border for digital format is determined by the format’s shortest side. This border ensures key elements, such as the brandmark and typography, are properly aligned and prevents them from being placed too close to the edge.

Brandmark: Always top-aligned to the format edge and left-aligned to the layout’s protective border.

Slogan with supporting graphic: Horizontally centered and aligned to the bottom of the layout’s protective border.

Optional product cutout imagery (if applicable): Bottom-aligned to the midpoint of the bottom protective border, placed above the slogan graphic.

Detail specifications

standard digital format (ratio ≤ 1:3)

To ensure visual consistency, it is essential that all layout elements adhere to their specified size requirements.

Button style for digital ads

The digital ad button style is designed for simplicity and easy reproduction. Please adhere to the ruleset below and ensure the correct font weight (Gotham Book) and sentence case are applied.

The button height (h) must equal the capital height of the title, as shown in the diagram. It should be positioned below the copy text at a distance equal to 1h.

Button style color versions

To ensure the digital button remains clearly visible, always apply the correct color version based on the background.

Digital layout demonstration

standard digital format (ratio ≤ 1:3)

Extreme layout formats

extreme digital format (ratio > 1:3)

For extreme digital formats, defined as any layout with an aspect ratio exceeding 1:4, the following proportional adjustments apply to maintain brand visibility and coherence:

Protective border: Increased to 12% of the format’s shortest edge.

Brandmark size: Increased to 30% of the format’s shortest edge.

Slogan with supporting graphic: Increased to 4.5% of the format’s shortest edge.

Extreme layout demonstration

extreme digital format (ratio > 1:3)

Available Templates Lists

The following are the naming for our logo final artwork files. The files comes in both vector and pixel based documents.

Vector logo documents for applications come as .ai and .pdf files, while pixel logo documents come as .png files.

Nomenclature

Our final artwork files are organised on the basis of a simple naming structure.

Ensure that the latest document file, which can be viewed from the date are used when designing materials.