Product brands

Product naming and brand logo essentials

When creating a brand, a product or a service name/logo using these guidelines, please refer to the ‘Basics’ section for information on use of the Ultra logo, colours and typeface.

Colours

Only colours from the Ultra palette may be used.

Typography

All type used in the product brand logo and any associated tagline (if required) should use the Frutiger typeface. The full range of weights can be viewed on the ‘Typeface’ page in the ‘Basics’ section.

Naming

Use a name that describes the ‘offer’ in word(s) that your customers will understand or that suggests an attribute that your customers will value.

Ideally, the word ‘Ultra’ should form part of the name, if this is not practical, you should find as many ways as possible to link the name to ‘Ultra’.

Check with colleagues abroad that the name is culturally acceptable in their country.

Check with your legal advisors that the name is not in use or trademarked by a competitor or another Ultra business.

The name should not suggest a promise that Ultra may not be able to fullfill.

Bear in mind that proper noun and coined names will require a greater investment to establish.

Approvals

When naming a brand, a product or a service and producing a suitable logo, 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.