Advertising ► Essentials

Advertising essentials

When creating product, promotional and recruitment advertisements using these guidelines, please also
refer to the ‘Basics’ section for information on use of the logo, colours and typeface.

Logo

Please use the relevant EPS file which can be downloaded from the links opposite.

Colours

Only colours from the Ultra palette may be used, please avoid overuse of Pantone® 281 and 123.

Typography

All our advertisements should use the Frutiger typeface. The full range of weights can be viewed on the Typeface page in the Basics section.

Writing advertising copy

Copy should be written in the third person. Businesses are singular entities – ‘Ultra is…’, not ‘Ultra are…’.

Use capital letters only when necessary – at the start of a title or heading, for proper names and acronyms.

Acronyms should be explained in full before being used in their short form.

Do not abbreviate, for example use ‘It is’ not ‘It’s’.

The first reference to your business should be ‘Ultra Electronics, Business Name’, with a comma between ‘Ultra Electronics’ and your ‘Business Name’. Do not abbreviate ‘Ultra Electronics’ to ‘UE’ and do not abbreviate your business name. All subsequent references should be either ‘Ultra’ or just your business name.

Approvals

When producing product or promotional advertisements, you must submit a draft in PDF format to Corporate.ID@ultra-electronics.com for approval at as early a stage as is possible to avoid costly changes later in the process.

All advertisements must conform to current legal requirements and applicable advertising codes of practice in the countries in which the advertisements will appear.

Recruitment advertising

For advice on this specialist activity, please contact Group HR.

Back to top of page