Schneider Electric Brand Standards Manual - Brand Platform ...

Icons and Symbols
Best Practice
Using no equation is
better than using a
poor equation.
Attention
Never use the minus
symbol, either alone
or in an equation. It
has been included in
the library to use in
charts, tables, or other
reporting tools.
Version 2 | Released July 2009
Equations
Use equations to dramatise a customer benefit that demonstrates how Schneider Electric helps people make
the most of their energy.
Equations begin with the main customer benefit and work across to the left. They include an icon representing the
problem to be solved, an icon for the Schneider Electric added value, and then the specific value being provided.
Only stories with a clear, single benefit may be communicated by an equation.
There are three categories of icons for use in equations:
1. Subject: who we are talking about, a specific target market segment (i.e., residential, automotive)
2. Problem: the issue the subject is facing (i.e., falling profits, rising energy prices, energy wastage, lack of control)
3. Solution: what Schneider Electric brings (added value)
Equations must highlight one of the following customer benefits:
• reduced CapEx and OpEx
• automation and connectivity everywhere
• energy efficiency
• ultra-secured power for critical applications
• end-to-end services
Equation execution guidelines:
• Do not use more than two icons before showing a benefit.
• Always introduce benefits by an equal sign (=).
• Support all equations with by a paragraph explanation (maximum 50 words) in SE Optimist.
Equation example:
+ =
Icons and symbols
used on their own
Both icons and symbols can be shown on solid
backgrounds. Only symbols may be placed on
a photograph.
Limit the use of icons and symbols, and resist requests
to create icons for product lines or internal use.
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