building tools p. 28 call to action Click Call Visit Execution The URL functions as a call to action for the Phone numbers must be set for easy The naming of our store locations must, Always place these icons using the reader to visit Sony’s online home. Here readability. We should carefully facilitate as with everything else, remain consistent artwork file provided. Scale them to at they see and learn more about the Sony a consumer desire to speak with Sony. across the board. Each time a store least the size of and never smaller than product line. It must therefore be given name is called for it should appear in the the point size of the body copy, and particular care when being set in the copy. Always exclude the initial ‘1’ preceding following manner beginning with the name make the necessary text changes. domestic long distance calls within of the store, followed by the location and The URL will usually appear with body copy. the U.S. Always place the area code in separated by commas. For the icon, the action, directive and When it does it should appear after one parentheses. colon, use the same color, matching line break. It always appears in ITC Avant Sony Store, Virginia Beach, VA the accent color used. If the accent Garde Demi in the same point size as the In the case of a correlating name in the color is too dark, use a lighter color for body copy. phone number, it should be set letters first Otherwise the line should read as follows: the call to action that complements it. followed by numbers in parentheses. Never use the prefix http://www visit: your local Sony retailer ( ) ( ) 866 290-SONY 7669 Always begin the URL with sony.com followed by the appropriate suffix When there is no correlating name, set as ( ). for example sony.com/cyber-shot follows with a dash separating the local phone number. ( ) 866 290-7699 ( ) ( ) click: sony.com/cyber-shot click: sony.com/cyber-shot call: 866 290-SONY 7669 visit: Sony Style ( ) ( ) call: 866 290-SONY 7669 visit: your local Sony retailer ( ) ( ) click: sony.com/cyber-shot call: 866 290-SONY 7669 visit: Sony Style