When to use a key-visual

    Use a key-visual whenever you want to promote the SONAX brand in general or if you are going to communicate one of our product-lineups as a whole. Whenever you create marketing material like teaser, web- or landing pages, as well as social media images, in the purpose of presenting or selling the SONAX brand either one of our established sub-brands to the customer, there will be a key-visual. If so, you have to use it without any excuse.

    When to consider an alternative

    If the marketing material you are going to create consist of a more explanatory character, use an application image instead. If you are going to promote a new product-lineup or a dedicated lighthouse/marketing campaign, contact your brand official, providing you with custom-built material.

    Brand core


    The key-visual refers to a graphic element used repeatedly in marketing communication as a part of a marketing campaign or consistently across all communication channels. The use of key-visuals is a very successful way of building the recognizability of a brand, sub-brand or a product segment. For this reason, the key-visuals use is highly restricted to its assigned purpose. If a visual already has been constructed for a specific group of products or marketing segment, don't use it in an alternating context. A key-visual has to be changed only on a global base, including all channels of communication.

    Crossmedia example


    Referring to the SONAX brand guidelines, a well designed key-visual consists of a high glossy, clean surface or a close-up snapshot that incorporates the context behind the communicated brand segment or product domain and represents the premium brand key-values (Top of Mind, Top of Heart and Top of Market). It is not necessary to get a clear impression of the surface area as a whole. The key-visuals purpose is to set the right mood only. As a result, cropped or zoomed-in visuals, showing very specif parts or clipped sections are valid. Given the brand guidelines, the chosen surface or segment always incorporates a product field of application like cars, trucks, bikes or associated portions. Avoid exceeding associations regarding the key-visuals context.

    Example key-visuals


    As mentioned, use the key-visuals only to their dedicated purpose. For example, if there is a need to communicate the interior product segment, always use the already designed key-visual. It is not allowed to use any custom visuals if a key-visual already has been assigned to this purpose. Should the visual not fit your needs, contact a brand official, do not customize the visual by yourself regarding the overall scaling or placement. In some circumstances, like mixed product lineups, it might be unclear if an already existing key-visual or a customized visual would be the better choice. If so, try using a global brand visual or please contact a brand official as well. Consistent communication of product lineups and their appearance has topmost priority.

    Generic key-visuals


    To make a key-visual work targeting your project requirements it is allowed to scale, position and zoom the visual until it fits the desired frame. Cropping the image is a valid option as well, only making sure the images key-essence is always the point of interest. For example, don't trim the mechanics of a bike visual, only leaving the tire. Instead, try a different image-framing to show both at least assuming it could be the bikes back or front tire. Always work from the highest resolution possible and do not scale the image above its original size. An exception would be high-resolution images that get downsized afterwards, image-resolutions beyond 4K are not supported.

    Established Visuals

    Most of our product lineups already contain a dedicated key-visual, if you are responsible for a new sub-brand, please contact your brand official providing the marketing materials you desire.

    Generic variation I.
    Generic variation II.
    Rims & Rubber

    Asset download

    Provided are all established key-visuals as PNG. If you need a different type of image or source files you can convert, for example to a printable set of data, contact your brand official. Rember to always use the highest image resolution as possible.