2 Table of contents 1 INTRODUCTION 2 OUR BRAND Name and logo 2:1 Business concept and vision 2:2 Positioning 2:3 Identity 2:4 Brand promise 2:5 Responsibility 2:6 3 OUR COMMUNICATIONS Target groups 3:1 Communication goals and arguments 3:2 Communication channels 3:3 Tone and design 3:4 4 OUR GRAPHIC IDENTITY Logos 4:1 Rules for the logo 4:2 Bar 4:3 Colours 4:4 Typography 4:5 4.2 Digital templates signature 4.2:1 Letter templates 4.2:2 Fax templates 4.2:3 Presentation templates 4.2:4 4.3 External communications Advertisements 4.3:1 Catalogues 4.3:2 Brochures 4.3:3 Product information sheets 4.3:4 Price lists 4.3:5 NeWS (customer magazine) 4.3:6 enews (electronic customer magazine) 4.3:7 (information s) 4.3:8 epress (electronic press releases) 4.3:9 Social media 4.3:10 Videos 4:3: Choice of paper Line of brand-promoting items 4.4:1 Printed matter 4.4:2 4.1 Line of brand-promoting items Letter paper 4.1:1 Envelopes 4.1:2 Correspondence cards 4.1:3 Business cards 4.1:4 4.5 Promotional items Products 4.5:1 Clothing 4.5:2 Giveaways 4.5:3 Signs and flags 4.5:4 Vehicles 4.5:5 Exhibition material 4.5:6
3 INTRODUCTION 1 INTRODUCTION This guide describes engcon s brand, communications and image. It serves as a tool to help us create and maintain a strong, credible brand. The Our brand section defines the underlying values of the engcon brand. The Our communication section describes how the brand should be communicated to the company s different target groups, and the Our graphic identity section explains how we want the brand s visual identity to be perceived. Repetition and consistency are crucial to achieving a strong brand. Through repetitive use of a small number of elements such as our logo and colours, engcon establishes a clear visual identity. Repeatedly using the graphic elements in a consistent manner creates high recognition and strengthens engcon s image. The typography, colour, language and design should evoke associations with first-class integrated solutions and high quality. But to achieve this, and to create a firm foundation for engcon s identity to rest on, it is vital for us to apply and respect the guide in our daily work. Regard it as a useful encyclopaedia, while also using your own judgement. The guide is a living document that will be updated in line with changes in our business and the market. Please feel free to contribute feedback and suggestions on how this can be done. For further information, contact: Sten Strömgren.
4 Our brand The engcon brand incorporates much more than our logo and the products we sell. Our brand is everything that people associate the company with. The strength of our brand is equal to the sum of the expectations and experiences that the market associates us with. In other words, our brand is not only based on high quality products. Equally important factors are how we treat customers, our marketing, our service, our accessibility, how we speak about our workplace and what values we get the market to associate with engcon. Some people may associate our brand with a product, while others may associate it with an employee or a comment they heard about engcon a long time ago. 2 Our brand Name and logo 2:1 Business concept and vision 2:2 Positioning 2:3 Identity 2:4 Brand promise 2:5 Responsibility 2:6 Unlike our products, our brand cannot be copied. A brand is unique. And a strong brand which customers associate with added value generates loyalty in the form of repeat purchases and wordof-mouth recommendations. engcon s future depends on constantly improving and developing our products and maintaining our brand. We all play a vital role in this regard.
5 Name and logo engcon was founded by Stig Engström in 1990, when he started developing the now world-leading tiltrotator. The name engcon is composed of the words Engström and construction. To ensure that customers recognise engcon and what we stand for, we have crafted the company name into a logo. We want this logo to be associated with our brand identity. This is how our logo looks combined with our tag line. Today, our brand includes much more than just digging. For this reason, we ve developed our tag line from The noble art of digging to Success for you, which has become engcon s brand promise to customers and employees. The tag line always appears in English, but exceptions can be made in certain markets if necessary. In that case, you should contact the marketing department at engcon Holding. The Our graphic identity section contains further information on how to use the logo in our communications. 2 OUR BRAND Name and logo 2:1 Business concept and vision 2:2 Positioning 2:3 Identity 2:4 Brand promise 2:5 Responsibility 2:6 A tiltrotator makes it easy to lift, move and position poles for signs and signal gantries. This speeds up installation and significantly cuts staff costs. Magnus Mildwater, Hiremee Ltd, Luton
6 Business concept Our business concept: We rationalise end customers work and increase their profits. In addition, we create safer work sites. Vision 2 OUR BRAND Namn och logotyp 2:1 Business concept and vision 2:2 Positioning 2:3 Identity 2:4 Brand promise 2:5 Responsibility 2:6 In order for us to pull in the same direction, we must all share the same guiding vision. Our vision should not be too easy to achieve. Instead, it should constantly motivate and inspire us to do better. OUR VISION: The engcon group shall be the leading independent manufacturer of power tools for excavators and wheel loaders worldwide. Many jobs like water and sewerage work, golf courses and reservoirs really can t be done without a tiltrotator. And machine operators are increasingly expected to do the fine grading during earth moving work. Mats Davidsson, Jemab, Jönköping We achieve this by: directing all our marketing at end customers via phone, direct advertising, trade fairs, visits and advertisements to make engcon the first choice of end customers. selling integrated solutions to end customers via dealers and OEMs to raise our competitiveness. documenting all our contacts in an in-house end customer register to remain independent of dealers and OEMs. listening to customers and solving their problems through dynamic product development. being flexible at all stages by offering customer adaptations, small series and short lead times. offering a high level of aftermarket service provided both directly by engcon and by engcon s service partners. maintaining high profitability to keep the company solid and reliable. having committed employees who take strong responsibility for their customers and co-workers. Tiltrotators have opened a whole new world of possibilities. When you use an excavator and tiltrotator, the only limit is your imagination. Sven-Göran Karlström, E Karlströms AB, Upplands Bro We are a total supplier of accessories for excavators and wheel loaders. We are an independent and stable partner for support, spare parts and service shops.
7 Positioning engcon is the leading tiltrotator manufacturer in the global market thanks to systematic investment in product development. We maximise customer benefit through a wide range of attachments, a broad service network and competent employees who understand and satisfy customers needs. 2 OUR BRAND Namn och logotyp 2:1 Business concept and vision 2:2 Positioning 2:3 Identity 2:4 Brand promise 2:5 Responsibility 2:6 Tiltrotators are reliable, and engcon has an excellent aftermarket organisation for service and spare parts. This service is extremely important, since time is money. Mats Davidsson, Jemab, Jönköping
8 Identity engcon s existence is based on customers choosing us and wanting to keep doing business with us. Each individual employee plays a vital role in this regard. You and your colleagues create satisfied customers, who in turn generate income for the company and all its employees. To achieve this, we need to have a clear personality and follow a set of common values. Our personality We want to be seen as the perfect neighbour. We are cheerful, knowledgeable, helpful and inventive. Many people describe us as professional, flexible and cooperative. These evaluations provide a good picture of engcon s personality. As individuals we are all unique. However, the people who choose to work at engcon share certain common characteristics: we are down-to-earth and we re fighters! engcon is reliable. That is how many customers see us. But we must never sit back and rest on our laurels. We create our own success by constantly focusing on the success of our customers both on a large and a small scale. 2 OUR BRAND Namn och logotyp 2:1 Business concept and vision 2:2 Positioning 2:3 Identity 2:4 Brand promise 2:5 Responsibility 2:6 When my brother and I took over the business in 1994, one of our excavator operators, Göran Lund, suggested we get a tiltrotator. Although it seemed expensive, we bought an engcon EC20. We ve never looked back it saved us time, material and money. Tord Eriksson, Allan Eriksson Mark AB, Sala Our values Professionalism, commitment, clarity and flexibility are the common value statements that we have chosen to work by. These value statements are used internally within the company, not in our external marketing. When everyone shares the same values, we all pull in the same direction and get things right. But no one is perfect. We need to help each other. If you feel that we are not living up to some aspect of our values, please say so. During your working day, examine your own actions as well as those of your department and of engcon as a whole. This could mean, for example, solving a problem for a customer without arguing with your colleagues about whose fault it is. Our financial goals must never take priority over our values. Our values are the platform from which the company s financial goals can be achieved. Remember that it is more important to live according to our values than to know them by heart!
9 Our values PROFESSIONALISM Those of us who wear an engcon emblem are aware of how unique it is and of belonging to an exclusive group of people. We are professionals and always do our best. We are proud of what we produce, whether it is a product or a result. If we make a mistake which everyone does sometimes we learn from it, make changes and share our new knowledge with others. Being a professional also means being an ambassador of our company. We are always polite and behave in a way that markets our company positively both internally and externally. COMMITMENT The engcon spirit means that everyone gives more than is expected of them. This is a result of our ongoing commitment and concern for the company s best interests. We also share each other s joys and challenges. Team spirit and the ability to be a forerunner fuse us together into a close-knit team. We are a non-hierarchical company that allows room for humour and voicing one s views. This creates work enjoyment. Telling a joke can transform the most difficult situation into something funny. To involve our families, who share our joys and challenges, engcon organises one or two family gettogethers every year. Involvement fosters responsibility. 2 OUR BRAND Namn och logotyp 2:1 Business concept and vision 2:2 Positioning 2:3 Identity 2:4 Brand promise 2:5 Responsibility 2:6 The equipment itself is great, of course, but what s equally important is that engcon s service is by far the best. And it s crucial that the products are readily available. These days you can t turn up for a job without a tiltrotator on your excavator. Lars Gustavsson, Lasses Entreprenad, Frillesås CLARITY At engcon, we don t think so we know so! We know that expressing ourselves clearly gets the right information to the right person at the right time. This is necessary in order for us and our customers to make correct decisions and handle all types of situations. We also value honesty. We know that if we can t deliver on time, we must tell our customers. Through honest communication, we can either solve the problem faster or increase others understanding of why something unexpectedly went wrong. FLEXIBILITY We always do our utmost to give customers and colleagues optimum service. When we go that extra mile, we feel proud of our achievements when the working day is over. When we leave something half-finished at the end of the day, the next day always starts badly. To deliver that little extra, we behave flexibly in all situations. This may occasionally mean working an extra evening or weekend to satisfy and ideally exceed our customer s expectations.
10 Brand promise Our brand promise is like a compass guiding the company towards our goal: satisfied and successful customers. This, in turn, generates success for engcon. A comment from a satisfied customer is completely free, but is worth far more to engcon than paid advertisements. Besides providing positive feedback to the people who worked on the project, it also consolidates engcon s worth in the public eye. 2 OUR BRAND Namn och logotyp 2:1 Business concept and vision 2:2 Positioning 2:3 Identity 2:4 Brand promise 2:5 Responsibility 2:6 To get people to make these valuable statements, we must constantly do our best to create success for our customers, employees and partners. This is why we have summarised our brand promise into the tag line that accompanies our brand: engcon Success for you. Our brand promise may sound like quite a challenge to the individual employee. But it s actually quite easy to live up to: be successful and you ll create success for engcon s customers. You may have a special gift for being exceptionally serviceminded, while a colleague s special talent might be solving technical problems. Together we create successful customers which impacts strongly on our external image. For this reason, we must do our utmost every day. We must ask ourselves if what we do creates success for our customers and ultimately for the company and ourselves! Tiltrotators offer invaluable longterm benefits and are well worth the investment. Thanks to their versatility and efficiency, we expect to see less wear on the machines tracks and undercarriage belts and underneath the machines. So besides reducing our staff costs and operating expenses, we ll also save on maintenance and repairs. Andy Greenwood, E P McEvilly Ltd, Birminghamn
11 Responsibility Briefly speaking, our brand is the first thing that comes into someone s mind when they hear the name engcon. And we can all play a part in making the association a positive one. This requires a certain degree of awareness in our everyday work. These days, we must also remember that social media can strongly affect a brand, since we no longer have control of what is written and said about us. Consequently, we need to focus strongly on our actions. This should not add to your work load. On the contrary it should make it easier and more fun to work towards common goals. An organisation of people with a shared vision of what is right and wrong conveys a clearer message to customers, cooperates better, has more fun together, takes pride in achieving common goals, attracts other competent, similar-minded employees and develops better products and services. 2 OUR BRAND Namn och logotyp 2:1 Business concept and vision 2:2 Positioning 2:3 Identity 2:4 Brand promise 2:5 Responsibility 2:6 Many of our projects simply wouldn t be possible without a tiltrotator. Clarke Adams, Ale Piling Ltd, Birmingham On the other hand, a workplace with weak brand management risks poor morale and dissatisfied, unmotivated employees. And when people are unhappy, they don t work as well. Work is boring and takes longer. This leads to higher costs, a negative work environment, stress, burnout and increased sick leave. Stresses and strains occur at all workplaces. But workplaces with good leadership, clear goals and common values often cope better with crisis situations. Good management of engcon s brand is, quite simply, an effective medicine for increasing our own and our customers success.
12 Our communications We operate as a house of brands in some markets and as a branded house in others. For example, engcon Sweden sells the products of its subsidiary Mählers under a separate brand, since the market is already familiar with this brands. In a market where none of our brands are known, our whole product range is launched as engcon so that we can market one brand instead of three. 3 Our communications Target groups 3:1 Communication goals 3:2 and arguments Communication channels 3:3 Tone and design 3:4 We realise that a target group s maturity level determines how they respond to our offering. Our communication guidelines explain which channels to use for communicating adapted messages and arguments to different target groups. A consistent theme should be clearly discernable in the design, language and content of our messages. The company s soft values should be emphasised in all our communications to reflect the fact that engcon s offering includes more than products and technology. This affects how we express ourselves and the type of pictures we use. You will find more about this under Tone and design. It is not possible to plan or shape all communications. For example, what if a journalist unexpectedly points a microphone at you and asks a question? In such situations, remember to act as cordially and professionally as possible, since everything we do and say affects engcon s brand.
13 Target groups In the mature Scandinavian market, our target group comprises all excavator owners in the construction industry, big and small alike. Our products are known here, and our aim is for new customers to choose us and for existing customers to make new deals. 3 OUR COMMUNICATIONS Target groups 3:1 Communication goals 3:2 and arguments Communication channels 3:3 Tone and design 3:5 In semi-mature and immature markets, it is necessary to build up a network of users who can act as our ambassadors. The highest priority should be given to well-known mid-sized and large construction companies with strong profitability. These companies can work with us to make engcon s products better known.
14 Communication goals and arguments We distinguish between different markets in this context too. In the mature Scandinavian market, our goal is to strengthen and consolidate engcon s position as a manufacturer of quality products that improve customers profitability. Through high quality and good, easily accessible service, engcon aims to be customers natural first choice. In semi-mature and immature markets, our goal is to raise awareness about engcon s products and offering. We emphasise our proven technology and the ways in which a tiltrotator increases the excavator s flexibility and profitability. 3 OUR COMMUNICATIONS Target groups 3:1 Communication goals and 3:2 arguments Communication channels 3:4 Tone and design 3:5
15 Communication channels The flexibility and convenience of the tiltrotator is best explained via moving images in the form of digital animations and videos. In light of this, engcon s customer magazine, an important tool in our customer relations, should be used to attract visitors to engcon s website. Among other things, the website should show the main customer stories in the form of videos and interviews. Advertisements are primarily used to generate interest in local shows and trade fairs where engcon is exhibiting. They are supplemented with brochures which visitors can take away with them. engcon s presence in social media such as Twitter, Facebook and YouTube will increase our points of contact with customers. 3 OUR COMMUNICATIONS Target groups 3:1 Communication goals 3:2 and arguments Communication channels 3:3 Tone and design 3:4
16 Tone and design As a company, engcon is professional and serious but not boring. On the contrary, engcon should be associated with fun, enthusiasm and humour. This image should also permeate our information and communication. This tone puts our message across, gets us remembered and encourages people to contact us. Similarly, the images we use should, wherever possible, arouse viewers interest and ideally surprise them. It is not important what somebody sees and reads right now, but what they remember later. 3 OUR COMMUNICATIONS Target groups 3:1 Communication goals 3:2 and arguments Communication channels 3:3 Tone and design 3:4 Pictures play a key role in building engcon s brand identity, a visual style that is unique to engcon. A common visual style is essential in creating a clear and distinct perception of our brand. Consequently, pictures cannot be chosen on the basis of personal taste and preference alone. Instead, it is important to consider what the pictures aim to convey and whether they are in line with our values. Picture guidelines Pictures should have a style that is both modern and rough in a toned-down way, and should convey action. Image pictures should be touched up to evoke the feeling of being drawn in towards engcon s offering. We create ideas and help our customers to develop and change their business concepts. These guidelines do not apply to purely documentary photographs that show our products in operation. In such cases, the aim is solely to document the process and not to build our image.
17 Layout guidelines As a tool for designing printed material, we have a common template which consists of a sort of grid. In all types of printed material, this grid should be used to divide the page to create a coherent design. However, the layout designer has a certain degree of freedom within this format. Because the page can be divided into so many rectangles, it is easy to create good balance and dynamics. As long as the design is composed creatively using the whole palette of grid combinations, you never risk ending up with a grid-like look. Always create a grid inside the margins of the document, and make each rectangle as square as possible. Below is an example of how this looks. 3 OUR COMMUNICATIONS Target groups 3:1 Communication goals 3:2 and arguments Communication channels 3:3 Tone and design 3:4
18 OUR GRAPHIC IDENTITY A common graphic style strengthens engcon s identity and makes us more easily recognisable. Only the engcon logo may be used. Because we want to be seen as ONE company, the names of brand-promoting items, concepts and products must be managed in a consistent manner. 4 OUR GRAPHIC IDENTITY Logos 4:1 Rules for the logo 4:2 Bar 4:3 Colours 4:4 Typography 4:5 This section explains how logos, colours and typography are used in different brand-promoting items. Each item produced should be based on these guidelines, so that our customers and dealers get the same image of engcon wherever they see us. Because we believe more strongly in creativity than in restrictions, the rules are few and simple. Everything is based on consistently using four basic elements: the engcon logo, the yellow or black bar, our fonts and something we call the engcon language an element to do with how our values are expressed in words, pictures and design. Using these four basic elements makes is easy to achieve variety and creative freedom in your communications. It also makes engcon s material easily recognisable and an effective promoter of the engcon brand.
19 Logo Brand The logo is our symbol and the ultimate expression of engcon s image. The name engcon is composed of the words Engström and construction. The logo is typographic and exists in three versions: black, white and yellow. The version you should choose depends on whether the logo will be used as an identifier or as sender details. 4 OUR GRAPHIC IDENTITY Logos 4:1 Rules for the logo 4:2 Bar 4:3 Colours 4:4 Typography 4:5 When the logo is used as an identifier, it is natural to display the logo at the beginning of the communication. In this case, the logo should appear in the top right-hand corner. engcon s brand promise, Success for you, should not be displayed with the logo because we haven t yet said anything that fulfils our promise. If the logo is used as sender details, it should be displayed at the bottom of the communication along with engcon s promise, Success for you. When the tag line is included, the content of the message must clearly live up to our brand promise. The logo is carefully designed and has a unique appearance. For this reason, the logo may not be modified. Furthermore, the logo may not be used in running text. The engcon logo is a registered trademark. Incorrect use of the logo may lead to serious legal problems concerning brand protection and copyrights. Consequently, it is vital to always use the logo correctly. FIRST CHOICE, IDENTIFIER Black against engcon yellow: engcon-black.pdf FIRST CHOICE, SENDER Black against engcon yellow: engcon_byline-black.pdf GREYSCALE Black against 0 50 % black: engcon-black.pdf engcon_byline-black.pdf GREYSCALE White against % black: engcon-neg.pdf engcon_byline-neg.pdf SPECIAL engcon yellow against % black: engcon-cmyk.pdf / engcon_byline-cmyk.pdf engcon-pms116.pdf / engcon_byline-pms116.pdf
20 Logos Subsidiaries Below is the logo for engcon Sweden, engcon s subsidiary in Sweden. Because engcon is the owner of the subsidiary, the engcon logo forms part of the name, followed by a separator line and the word Sweden. The logo exists in three colours: yellow, black and white. Because the logo is sometimes elongated, a further two versions exist: right-aligned (R) and left-aligned (L). The choice of logo depends on the background colour. To show the connection with engcon while simultaneously signalling a difference, the colours are inverted: yellow is replaced with black. 4 OUR GRAPHIC IDENTITY Logos 4:1 Rules for the logo 4:2 Bar 4:3 Colours 4:4 Typography 4:5 The logo is carefully designed and has a unique appearance. For this reason, the logo may not be modified. The engcon logo is a registered trademark. Incorrect use of the logo may lead to serious legal problems concerning brand protection and copyrights. Consequently, it is vital to always use the logo correctly. FIRST CHOICE engcon yellow against black: engcon_sweden-cmyk.pdf engcon_sweden-pms116.pdf FIRST CHOICE engcon yellow against black: engcon_sweden_r-cmyk.pdf engcon_sweden_r-pms116.pdf FIRST CHOICE engcon yellow against black: engcon_sweden_l-cmyk.pdf engcon_sweden_l-pms116.pdf GREYSCALE Black against 0 50% black: engcon_sweden-black.pdf engcon_sweden_r-black.pdf engcon_sweden_l-black.pdf GREYSCALE White against 0 50% black: engcon_sweden-neg.pdf engcon_sweden_r-neg.pdf engcon_sweden_l-neg.pdf SPECIAL Black against 51 ß 100% black: engcon_sweden-black.pdf engcon_sweden_r-black.pdf engcon_sweden_l-black.pdf
21 Rules for the logo To ensure that engcon s graphic identity is as clear and consistent as possible, it is strictly forbidden to modify our logo. The following rules exist to ensure that the logo is always presented correctly. 4 OUR GRAPHIC IDENTITY Logos 4:1 Rules for the logo 4:2 Bar 4:3 Colours 4:4 Typography 4:5 Size and position against bar The logos should, whenever possible, be placed on a bar in the brand s primary colour. For engcon, a black logo is displayed against a yellow bar. For a subsidiary, e.g. engcon Sweden, a yellow logo is displayed against a black bar. The colours are defined in the Colours section. The following formula should be used to calculate the size and position of the bar and logo: X=5% of the shortest side, rounded to the nearest whole number 2X 0,75X 0,75X 0,75X X 0,5X
22 Logo positioning To ensure that engcon s material has a uniform look, we have established two basic rules for the logo s position on the bar, depending on whether the logo is to be used as an identifier or as sender details. Please note that an exception to these rules applies our website, since the logo has traditionally always appeared there in the upper left-hand corner. 4 OUR GRAPHIC IDENTITY Logos 4:1 Rules for the logo 4:2 Bar 4:3 Colours 4:4 Typography 4:5 Identifier When the logo is primarily used as an identifier, it is natural to display the logo at the beginning of the communication. In this case, the logo should appear in the top right-hand corner. Sender details If the logo is used as sender details, it should appear in the bottom left-hand corner or centred if not displayed against a bar.
23 Bar The purpose of the yellow bar is to increase our brand recognition. It reinforces the impression that engcon s main colours are yellow and black. The bar is always surrounded by a white margin which is 5% of the area s shortest side. The size of the area is discretionary. However, in certain documents such as catalogues, the grid system must be followed. The bar can cover the whole area, or can appear at the top or bottom of the document, depending on the purpose of the communication. 4 OUR GRAPHIC IDENTITY Logos 4:1 Rules for the logo 4:2 Bar 4:3 Colours 4:4 Typography 4:5 The bar The logo s position in the bar depends on whether it is as an identifier or as sender details.
24 Colours engcon yellow (PMS 116) is engcon s main colour. In addition to engcon yellow, greyscale and black are used to reinforce engcon s graphic identity. The colour codes to be used in different contexts are explained below. For engcon s subsidiaries, the colours are inverted: yellow is replaced with black and black is replaced with yellow. 4 OUR GRAPHIC IDENTITY Logos 4:1 Rules for the logo 4:2 Bar 4:3 Colours 4:4 Typography 4:5 engcon yellow engcon yellow is the main colour of our logo, and should therefore dominate our communications. This does not mean that it has to be the dominant colour in all contexts, although several of our main brand-promoting materials must include yellow. These materials include catalogues, advertisements and signs. Our standard logo (black) appears against the main colour. Black/greyscale Black is used to create maximum contrast against the yellow. This is engcon s only secondary colour, and exists in different shades of grey. Colours engcon yellow CMYK = 0, 16, 100, 0 RGB = 255, 211, 0 PMS = 116 C Black K = 100 % CMYK = 30, 0, 0, 100 RGB = 0, 0, 0 Greyscale K = 1 99 % White
25 Typography Typefaces (fonts) are a vital part of a company s graphic identity. If the chosen typefaces are used consistently, the viewer should, ideally, start recognising the company s visual style without even seeing the sender details. 4 OUR GRAPHIC IDENTITY Logos 4:1 Rules for the logo 4:2 Bar 4:3 Colours 4:4 Typography 4:5 FTo achieve a strong, credible typography, our chosen typeface is Berthold Akzidenz Grotesk. This is a sans-serif typeface designed by H. Berthold AG in 1896, and was originally called Accidenz-Grotesk. We chose this classic typeface because of its readability and clean, timeless style. It is mainly used for headers, but the Light cut also works well for body text. Exceptions In documents for which engcon s digital templates are used (letters, faxes etc.), we use the fonts Arial Black (in headers) and Arial (in body text). Typography Header Berthold Akzidenz Grotesk Super ABCDEFGHIJKLM NOPQRSTUVXYZÅÄÖ Alternative typography Header Arial Black Regular ABCDEFGHIJKLM NOPQRSTUVXYZÅÄÖ Typography Subhead Berthold Akzidenz Grotesk Medium abcdefghijklm nopqrstuvxyzåäö Alternative typography Subhead Arial Bold abcdefghijklm nopqrstuvxyzåäö Typography Body text Berthold Akzidenz Grotesk Light abcdefghijklm nopqrstuvxyzåäö Alternative typography Body text Arial Regular abcdefghijklm nopqrstuvxyzåäö
26 Typography Font format In order for the text in our communications to be legible, the font size and the line spacing must be harmonised. There are no set rules for which font size or line spacing to use, since factors such as the text area and the column width affect the choice. However, here are some guidelines: 4 OUR GRAPHIC IDENTITY Logos 4:1 Rules for the logo 4:2 Bar 4:3 Colours 4:4 Typography 4:5 Headers Headers should be eye-catching and look compact. For this reason, the line spacing should be two points larger than the font size. Example: 31/33 pt Lead paragraphs Lead paragraphs should look more airy than headers and be slightly larger than the body text. Lead paragraphs should give the impression of belonging more to the header than to the body text. Example: 11/15 pt or 13/17 pt Body text The body text usually contains the most characters, so should have a smaller font size while still retaining an airy feel. Example: 9/33 pt Captions Captions should have a smaller font size than body text and appear underneath or on an image. They need not have the same line spacing, since captions are usually short. Example: 7/9 pt
27 Line of brandpromoting items This chapter explains how we want engcon s basic line of brand-promoting items to look over the next few years. These brand-promoting items will be used as a core around which to develop our graphic identity. Creating a foundation of uniformly designed items will enable us to maintain a consistent graphic identity in the future. 4.1 Line of brand-promoting items Letter paper 4.1:1 Envelopes 4.1:2 Correspondence cards 4.1:3 Business cards 4.1:4
28 Letter paper Our letter paper will serve as a model for several other brand-promoting items. For this reason, it is vital that it has a clear and consistent look. The logo is displayed clearly as an identifier on the bar in the top right-hand corner. Our contact details are shown at the bottom. Subsidiaries that sell other brands besides engcon also have a row of logos displayed above their contact details. 4.1 Line of brand-promoting items Letter paper 4.1:1 Envelopes 4.1:2 Correspondence cards 4.1:3 Business cards 4.1:4 Letter paper: 50 % engcon Holding AB Vilohemsgatan 1, SE Strömsund Tel Fax E-post Webb FB engcon Sweden AB Transportgatan 5, SE Strömsund Tel Fax E-post Webb FB /mahlers, /drivex
29 Envelopes Envelopes are the brand-promoting items that are most visible externally. For this reason, they must clearly and consistently display our distinctive graphics to strengthen our identity. The bar with the logo cannot be displayed at the top because of the need to leave space for stamps and a postmark. Consequently, as an exception, it is positioned at the bottom of the envelope. 4.1 Line of brand-promoting items Letter paper 4.1:1 Envelopes 4.1:2 Correspondence cards 4.1:3 Business cards 4.1:4 Envelopes: 50 % engcon Sweden AB Transportgatan 5, SE Strömsund
30 Correspondence cards The correspondence cards we use for sending notification messages to dealers and customers play an important role in promoting engcon s brand and graphic identity. Sending a personal handwritten card emphasises our brand s personality: the perfect neighbour. In addition, correspondence cards provide yet another contact point to strengthen our graphic identity. 4.1 Line of brand-promoting items Letter paper 4.1:1 Envelopes 4.1:2 Correspondence cards 4.1:3 Business cards 4.1:4 Correspondence cards: 75 % engcon Holding AB Vilohemsgatan 1, SE Strömsund Tel Fax E-post Webb FB engcon Sweden AB Transportgatan 5, SE Strömsund Tel Fax E-post Webb FB
31 Business cards Business cards are among the main promoters of our graphic identity. This is especially true in the case of engcon s sales representatives, since business cards are one of the most common forms of contact with dealers and customers, who, in turn, are important ambassadors of our brand. 4.1 Line of brand-promoting items Letter paper 4.1:1 Envelopes 4.1:2 Correspondence cards 4.1:3 Business cards 4.1:4 Below, you can see our business cards for the parent company, which owns the engcon brand, and for a subsidiary which sells and markets the engcon brand. Business card, parent company: 75 % Sten Strömgren Communication Manager engcon Holding AB Vilohemsgatan 1, SE Strömsund Mob Web FB Business card, subsidiary: 75 % Pär Björklund Försäljning engcon Sweden AB Transportgatan 5, Strömsund Tel Fax Dir Sms E-post Webb FB
32 Digital templates This chapter explains how engcon s digital templates should look. These items are very important since they will be used in our daily work. Creating a foundation of uniformly designed items will enable us to maintain a perfectly consistent graphic identity. The logo functions as an identifier on our letter paper and other template documents, and on our websites. Note that the tag line is never included here. 4.2 Digital templates signature 4.2:1 Letter templates 4.2:2 Fax templates 4.2:3 Presentation templates 4.2:4
33 signature Our signature is our most frequently used brandpromoting element in external communications. Consequently, it is very important that everyone uses a common, uniform signature. The yellow bar with the logo on the right does not work very well because the width of the window may vary. For this reason, we have made an exception by only using a left-aligned logo. A distinction is made between the parent company and subsidiaries. 4.2 Digital templates signature 4.2:1 Letter templates 4.2:2 Fax templates 4.2:3 Presentation templates 4.2:4 signature
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