Atlas Copco Brand Identity Manual 2010

Atlas Copco Brand Identity Manual 2010

Brand positioning is everyone’s responsibility.

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Contents

9. Posters and Billboards 49Posters – Portrait 50Posters – Landscape 51Billboards 52

10. Events and Promotional Material 53Exhibition Stands 54Roll-ups 55Hanging Banners 56Promotional Material and Clothing 57

11. Premises 58Impression 59Lobby and Reception 60Facility Signs 61Facade and Roof Signs 62Flags 63

12. Web and Digital Media 64Web 65E-mail Signature 66PowerPoint Presentations 67CDs, Videos, and DVDs 68TV, Videos, and DVDs 69Common Group Databases 70

13. Products 71Colors 72Product and Parts Labeling 73Small Products and Consumables 74Large Products 75

14. Service 76Packaging 77Vehicles 78Service Symbol 79

15. Identity Guidelines for Distributors 80Identity Guidelines for Distributors 81

16. Follow-up / Scorecards 82Follow-up / Scorecards 83

17. Glossary 84Terminology 85

1. Introduction 3Introduction 4Brand Platform 5Brand Promise 6Responsibility and Contacts 7

2. Name Structure 8Company Name Structure 9Atlas Copco Name 10Product Names 10

3. Logotype and Graphical Elements 11Logotype 12Logotype Colors 13Free Space/Restricted Area 13Logotype Backgrounds 14Sustainable Productivity Brand Promise 15Brand Promise Colors 15Free Space/Restricted Area 16Logotype, Brand Promise Size and Position 16Colors 17Fonts 18Pattern 19

4. Positioning Elements 20The Bars 21Bar Colors 22Positioning, Placement, and Size – Stage 1 23Positioning, Placement, and Size – Stage 2 24Positioning, Placement, and Minimum Size 25Positioning, Placement, and Size 25Photos Between Bars 26Matrix 27

5. Stationery 28Letters 29Business Cards 30Correspondence Cards 31Envelopes and Address Labels 32Fax Cover Sheets 33Business Forms, Quotations, and Other Forms 34

6. News Releases 35Press Releases 36Group News and Other Internal News 37

7. Brochures and Leaflets 38Front Covers 39Inside Spreads 40Back Covers 41Printed Matter Without the Bars 42

8. Advertisements 43Storytelling 44Advertisements – Portrait 45Advertisements – Landscape 46Sender Indication 47Recruitment 48

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1. Introduction

Introduction 4Brand Platform 5Brand Promise 6Responsibility and Contacts 7

Brand positioning is the art of creating a clear and unique image in the minds of customers and other stakeholders.

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Introduction

There is always a better wayBrand positioning is the art of creating a clear and unique image in the minds of customers, prospects, future and current employees, and other stakeholders. This applies to any brand in Atlas Copco’s comprehensive brand portfolio and the objective is to be the first choice of these prioritized stakeholder groups.

To make it simple; brand positioning is about what we say, what we do and how we look.

The Atlas Copco brand is unique and enjoys high recognition in every corner of the world. It represents almost 140 years of knowledge and experience. Its reputation is built on the core values – interaction, innovation and commitment – and a continuous strive to become and remain First in Mind—First in Choice ®. That is how we all know that there is always a better way.

Committed to sustainable productivityWith this edition of the Atlas Copco brand identity guidelines we are launching a new brand promise: Committed to sustainable productivity. Committed to sustainable productivity means that we do everything we can to ensure reliable, lasting results with responsible use of resources; human, natural, and capital.

At the same time we will begin to publicly communicate “Sustainable Productivity” on posters, leaflets, and on the websites. We want to tell our story.

A successful implementation of any brand positioning program comprises visualization, the right messages, and the right behavior. To reach its full impact professional tools and training programs must be available, and the program must be long-term. Besides this manual there is a pocket guide on brand positioning, templates, a booklet with stories about sustainable productivity, and more.

What’s your story?All of us are responsible for the reputation of the Atlas Copco brand. Each and every day we can help strengthen our brand value further. How? By living our values, by surprising and delighting our customers, by supporting our colleagues, and by telling our stories.

All of what we do generates more and new stories that show what it means to be committed to sustainable productivity. Share your own story with people around you, and make the Atlas Copco brand even stronger.

Stockholm, Sweden, February 2010

Kind regards,

Annika BerglundSenior Vice President Corporate Communications

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Brand Platform

A brand platform is a tool for guiding the company towards a differentiated position. It explains what customers can expect from the company’s products and services, what the company is best at, and how to describe the company. A brand platform is built up from three components: categorization, core competence and benefit, and business culture.

1. CategorizationCategorization is shared with other brands. It helps present and potential customers, and other stakeholders, correctly associate the company with its industry and competitors. Categorization answers the questions: Who are you? What are you like? Atlas Copco has defined its categorization:

A global group providing industrial productivity solutions

2. Core competence and benefitsA company’s core values are the foundation for its corporate culture, but they do not tell the customer why they should select this company as a supplier. Customers want to know what Atlas Copco is good at, on top of what it values.

The core competence is one of the key components in a company’s brand promise; it is a statement of the lasting, relevant, and distinctive benefits customers associate with a company. A core competence answers the question: What are you best at? What is the benefit for me of what you are offering? Atlas Copco’s core competence and benefits are expressed as:

Innovating for superior productivity

Innovation is Atlas Copco’s first value. For more than 135 years, the Group has developed new products and services that have successfully provided customers around the world with solutions that have significantly increased their productivity.

The commitment to sustainable productivity means that Atlas Copco people do everything they can to ensure reliable, lasting results with responsible use of resources; human, natural and capital.

Global group providingindustrial productivity solutions

Innovating Superiorproductivity

Committed to customer value

for

Category

Corecompetenceand benefits

Businessculture

Why should I choose Atlas Copco?

THE BRAND PLATFORM

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Brand Promise

Atlas Copco’s brand promise:

EnglishCommitted to sustainable productivity

SpanishComprometidos con una productividad responsable

South American SpanishComprometidos con una productividad sustentable

Dutch Toegewijd, duurzaam, productief

French Pour une productivité responsable

German Wir bringen nachhaltige Produktivität

RussianПриверженность устойчивой производительности

Chinese

More translations are found on The Way We Do Things.

A brand promise is a short statement that combines the core competence and business culture into an expression that replies to: What is it that this brand can offer that I cannot live without?

The brand promise should be used extensively internally and externally, to remind everyone working for that brand what it represents. It should be included in all presentations, in the e-mail signature, etc.

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Responsibility and Contacts

Atlas Copco Corporate CommunicationsAtlas Copco Corporate Communications is responsible for the visual identity of the Atlas Copco Brand:• To provide a brand identity manual.• To make sure that the rules are clear and easy to understand

and follow.• To keep the manual updated.• To provide training and support to the communications

professionals in the divisions.

The divisionsThe communication managers in the divisions using the Atlas Copco brand are trained in the brand positioning program and will give guidance on how to implement the rules.

The communication managers should:• Safeguard the implementation of the rules that apply to the

Atlas Copco brand. • Provide training and support to product and sales companies

when needed.• Make continuous follow-up on the implementation. Internal

audits will include a follow-up on the rules. Any deviation will be reported to the Business Board of the division.

The role of Atlas Copco’s Brand Council Atlas Copco has a vision to become and remain First in Mind—First in Choice®. An important strategy to reach this vi-sion is the brand portfolio strategy. As such, the brands and trademarks owned by the Group are important and valuable assets.

In 2008, Atlas Copco established a Brand Council with the objective to manage all its brands and trademarks in a professional way.

The Brand Council should: • Safeguard appropriate trademark protection through guidance

and support. • Approve/reject requests from a division to use any

of the Group’s other divisions existing brands and trademarks. • Approve/reject requests to bypass the family branding

structure – communicating that the brand is ‘part of the Atlas Copco Group’.

Only the ECM can change a decision taken by the Brand Council. In addition, members of the Brand Council have a general

assignment to keep themselves updated on current and new trademarks, as well as of trademarks to be divested or phased out. She/he should also keep track of brand (trademark) transition projects within the business areas and the status of these projects.

Guidance by divisional communication managers Please always contact your divisional communications manager for more detailed information.

Compressor Technique Airtec — Portable Air Sam Waes Industrial Air Sarah Geerts Oil-free Air Kristin Dom Gas and Process Petra Jacob Rental Kris Herremans Compressor Technique Service Peter Leemans

Construction and Mining TechniqueRocktec — Geotechnical Drilling and Exploration — Construction Tools Michael Gaar Underground Rock Excavation Marie Brodin Surface Drilling Equipment Hellen Ekefalk Secoroc Torbjörn Wiberg Drilling Solutions Ulf Linder

Industrial TechniqueTooltec Inger Brahme Atlas Copco Tools and Assembly Systems General Industry Inger Brahme Atlas Copco Tools and Assembly Systems Motor Vehicle Industry Inger Brahme

Service Providers Atlas Copco ASAP Lotta Gill

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2. Name Structure

Company Name Structure 9Atlas Copco Name 10Product Names 10

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Company Name Structure

Atlas Copco has a legal structure and an operating structure. It is important that all company names are handled correctly.

By legal structure, we mean the way Atlas Copco companies are owned. Each legal entity has its own Board of Directors. A company’s legal name is the same as the company’s registered name.

By operating structure, we mean the way Atlas Copco Group companies are organized to operate their business, and the struc-ture of responsibilities for the operations. Each operating unit has its own Business Board.

In forms and letters, it is important to handle the company names correctly from a legal point of view. When there is an operating name, it should be placed above the line in all stationery, with the legal name below the line. When there is only a legal name, it may be placed above or below the line.

Contact details may differ from one country to the next. Please include all the relevant contact information that helps people reach you.

On a brochure the operating name structure is important to facilitate contacting the company

Distribution Company Inc.

Atlas Copco Company/DivisionPart of the Atlas Copco Group

Phone: 0733 37 1909 Fax: 0733 370829www.atlascopco.com

XX

-XX

XX

On a letter, legal guidelines determine the company name and structure

Atlas Copco Group Center

A las Copco ABSE-105 23 StockholmSweden

Visitors’ address:S ckla Industriväg 3Nacka

Telephone: +46 (0)8 743 8000Fax: +46 (0)8 644 9045www atlascopco.com

A Publ c Company (publ)Reg. No 556014-2720Reg. Offi ce Nacka


Atlas Copco AB (publ)SE-105 23 Stockholm, SwedenVisitors’ address: Sickla Industriväg 3, Nackawww.atlascopco.com

Telephone: +46 (0)8 743 8000Phone dir: +46 (0) 743 8000Mobile: +46 (0)76 633 82 16Fax: +46 (0)8 643 3718E mail: [email protected]

Daniela KeuschnigFuture Employee Communications Manager

Corporate Communications

On a business card, legal guidelines determine the company name and structure

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Atlas Copco Name

We should always strive to highlight the Atlas Copco name to strengthen the brand.

Therefore, never shorten the company name Atlas Copco when you write or talk. This undermines the brand identity and the shortened name could be interpreted as something else.

For example, “AC” can be interpreted as Air Conditioning or Alternating Current, and “Atlas” could be interpreted as a “World Atlas.”

We should also strive to highlight the Atlas Copco name in front of product names. By doing so, the product will gain interest from Atlas Copco’s strong brand.

Atlas Copco versus competitorsTo strengthen our brand identity, never include a competitor’s logotype in any material. Just write their company name in com-petitor comparison documents, for example.

Product Names

When we talk and write about our products, we have to be care-ful and avoid allowing our product name to become generic.

For example, instead of talking and writing about using a Boomer, we should talk about using the Atlas Copco Boomer.

If a product name becomes generic, we can no longer have it registered as a trademark.

TrademarksRules on how to spell, write, use, and handle the product trade-marks are the responsibility of the division. Each division should have a trademark policy and is responsible for registering and maintaining its own trademarks. Each division should have one person appointed to handle these registrations, such as the mar-keting manager or the communications manager.

The Group common trademark Atlas Copco is registered and maintained centrally by the Legal department at Atlas Copco AB. (Besides Atlas Copco, the Legal department also manages the common trademark Chicago Pneumatic.)

See also The Way We Do Things, chapter Communications and Branding.

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3. Logotype and Graphical Elements

Logotype 12Logotype Colors 13Free Space/Restricted Area 13Logotype Backgrounds 14Sustainable Productivity Brand Promise 15Brand Promise Colors 15Free Space/Restricted Area 16Logotype, Brand Promise Size and Position 16Colors 17Fonts 18Pattern 19

Atlas Copco’s graphical elements help create and maintain the brand identity. Therefore it is crucial that we handle them with care.

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Logotype

The Atlas Copco logotype is the corporate signature of our company. It consists of the name in specially designed letters between two bars (one bold line above and one below the name).

We should always strive to highlight the Atlas Copco logotype; by doing so the products will gain the endorsement of Atlas Copco’s strong brand.

Logotype shapeThe Atlas Copco logotype must never be changed or tampered with. Always use the original artwork and the correct logotype proportions. Because the logotype is specially designed and drawn, only approved originals can be used for reproduction. The Atlas Copco logotype should be Atlas Copco Blue whenever possible. The approved logotype is available in The Way We Do Things, chapter Communications and Branding, and in the photo archive.

Never remove the bars from the logotype

Never apply any effects to the logotype

Never stretch or compress the logotype

The old logotype cannot be used anymore

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Logotype Colors

Atlas Copco’s blue logotype is an essential part of the visual identity and should be used whenever possible. Use either a blue logotype on a white background or a white logotype on a blue background. Sometimes, for economical and practical reasons,

Never print the logotype in a tint or screen; instead always print it in full color

you may have to reproduce it in black; or when using a dark background it may be necessary to reverse the logotype to white for the sake of visibility.

Atlas Copco Blue

Free Space/Restricted Area

The Atlas Copco logotype is our most important visual ele-ment. Therefore it is crucial that it is clearly visible. By adding a restricted area, also called free space, around it, the eye will more easily recognize the logotype. The larger the free space around the logotype, the greater the visual impact. No other images, text, or other elements may interfere with the free space. However, the logotype may not end up in a box; read more in the section Logotype Backgrounds.

Less restricted area around the logotype may be permitted in exceptional cases. Always ask your communications manager for permission before violating the logotype’s free space. There are defined exceptions to the restricted area for signs, sales promo-tional material, and the web.

See each application for more information about whether there are restricted area exceptions.

The size of the free space/restricted area is defined as the distance between the two bars in the logotype

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Logotype Backgrounds

You should always strive to use our corporate color to strengthen the Atlas Copco brand identity. Use either an Atlas Copco Blue logotype on a white background or a white logotype on an Atlas Copco Blue background.

Never place the logotype on a busy background photo as the visual impact of

the logotype will be greatly diminished

The logotype must always be clearly visible

Never place the logotype in a box just to avoid an unsuitable background color

The most important thing when deciding the logotype back-ground is that the logotype must be clearly visible. Always create an obvious contrast between the logotype and the background.

On products, a black logotype can be used on a yellow back-ground. On clothes, an Atlas Copco Blue logotype can be used on a black background if the visibility is good.

From 51-100% blackFrom 11-50% blackFrom 1-10% black

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Sustainable Productivity Brand Promise

The Sustainable Productivity brand promise expresses Atlas Copco’s commitment to ensure reliable, lasting results with responsible use of resources; human, natural, and capital. Atlas Copco has a story to tell, a story about what it means to be committed to sustainable productivity.

The Sustainable Productivity brand promise should be used as a logotype in Atlas Copco external communication (posters, adver-tisements, brochures, etc whenever possible). Is always placed in the left bottom corner opposite of the Atlas Copco logotype. It should never appear by itself.

Brand Promise Colors

Use the Sustainable Productivity brand promise in Atlas Copco Dark Gray or black when printing in black and white, on a white/light background, and in white on an Atlas Copco Blue back-ground. And always in full color, never in a tint or screen. Never use the brand promise logotype over a photo.

Atlas Copco Dark Gray Atlas Copco Black: When printing in black and white

Never print the logotype in a tint or screen; instead always print it in full color

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Free Space/Restricted Area

Always respect the free space surrounding the Sustainable Productivity brand promise. This protects it from interfering graphic elements, and helps draw attention to its message.

The size of the free space/restricted area is defined as the height of the brand promise.

Logotype, Brand Promise Size and Position

Be sure to use the correct size of the logotype and to place it according to the brand identity rules for each application. By doing so, we strengthen the brand.

See each application for more information on placement of both logotypes.

A3 46 mm Bottom Right 92 mm Bottom Left 23 / 33 / 23 / 23 mm

Advertisements – Logotype and Brand Promise Positioning and Sizes

Posters – Logotype and Brand Promise Positioning and Sizes

Format / Page Size Logotype Size (Width) Logotype Position Promise Size (Width) Promise Position Margins (Top/Bottom/Left/Right)

Brochures – Logotype and Brand Promise Positioning and Sizes

Broadsheet 60 mm Bottom Right 120 mm Bottom Left 22 / 36 / 22 / 22 mm

US Letter 32 mm Bottom Right 64 mm Bottom Left 10 / 19 / 10 / 10 mm




Tabloid 46 mm Bottom Right 92 mm Bottom Left 19 / 30 / 19 / 19 mm

Magazine (A4, US Letter) 32 mm Bottom Right 64 mm Bottom Left 10 / 19 / 10 / 10 mm

Small Ads (Less than A5) 28 mm Bottom Right 56 mm Bottom Left 10 / 14 / 10 / 10 mm

Narrow Ads 32 mm Bottom Center — — 10 / 19 / 10 / 10 mm

Poster 50 x 70 cm 85 mm Bottom Right 170 mm Bottom Left 40 / 56 / 40 / 40 mm


Exhibitions – Logotype and Brand Promise Positioning and Sizes

Roll-ups 350 mm Top Left / Bottom Right — — 75 / 150 / 75 / 75

Hanging Banners 350 mm Top Left / Bottom Right — — 75 / 150 / 75 / 75

3-5 Panel Stands 12% of the Height Top Left & Right — — Defined by Free Space

Billboards – Logotype and Brand Promise Positioning and Sizes

Billboards (Landscape) 12% of the Height Bottom Right Logotype width x2 Bottom Left Defined by Free Space

A5 Landscape 28 mm Bottom Right 56 mm Bottom Left 10 / 10 / 10 / 10 mm

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Colors

Atlas Copco has five unique corporate colors; Atlas Copco Blue, Atlas Copco Yellow, Atlas Copco Dark Gray, Atlas Copco Light Gray and Atlas Copco Black.

Color samples for products and for printed matter are avail-able in Atlas Copco’s webshop, www.atlascopco.com/gear.

To get detailed information about product paint colors, see the Group Standards Department’s database.

Color samples neededThe color sample, sometimes also referred to as the ’color specimen,’ is the only standard that applies when producing any printed materials or products that involve our unique corporate colors. Make sure that your supplier always has a color specimen/sample to use as a reference. If, for any reason, you need to make a complaint, you will have no claim if you have provided only a color code for the colors.

A proof from your supplier is the best way to determine if your supplier has managed to reproduce the colors according to our standard.

Atlas Copco has the following unique corporate colors:

Atlas Copco Blue

Atlas Copco Yellow

Atlas Copco Dark Gray

Atlas Copco Light Gray

Atlas Copco Black

Pantone Coated 313 C

CMYK 100 / 0 / 15 / 6

RGB (for web) 0 / 153 / 204


CMYK 0 / 25 / 100 / 0

RGB (for web) 255 / 230 / 0

Pantone Coated Cool Gray 11 C

CMYK 10 / 0 / 0 / 90

RGB (for web) 110 / 110 / 120


CMYK 5 / 0 / 10 / 25

RGB (for web) 210 / 210 / 210

Pantone Coated Black 6 C

CMYK 30 / 0 / 0 / 100

RGB (for web) 0 / 0 / 0

You will find that many of our unique colors correspond to some of the colors in the Pantone color system. These are however merely recommendations and not infallible. Colors can never be reproduced by only referring to a fixed color code in color systems like Pantone or a CMYK code.

The PMS and CMYK color codes for our colors should only be used as recommendations. Some of our colors are more com-plex than others. This means that the recommended codes/refer-ences will have to be adjusted, again warranting a proof.

In the end, use your eyes to determine if the reproduced color is correct by comparing it to our printed material color samples and product color specimens!

Finally, color samples are like dairy products and require proper storage. Replace old color samples with new and always keep them in a dark place.

Note: The color specimens for products come with various levels of gloss. Gloss is an important characteristic which influences the visual impression of a color; read more about it in the Group Standards Department’s database. Regarding printed material, please be aware that your choice of paper has a big impact on how the color comes out in printing, as does the amount of color, temperature, humidity, etc.

The above recommendations in Pantone and CMYK are for coated paper

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Fonts

Fonts are important elements in building a strong brand identity. The fonts we use are Arial or Univers, Times New Roman, and Verdana and should be used in all communications.

The fonts are chosen to make it easy for the reader.

• Titles, headlines, subheadings and tables: Univers or Arial.• Captions: Univers, Arial or Times New Roman.• Body text: Times New Roman.• Short body text can also use: Univers or Arial.• Digital media: Verdana and Arial.

See each application for more information about which fonts to use, where, and when.

ABCDEFghijklmno 0123456Arial Regular

ABCDEFghijklmno 0123456Arial Bold

ABCDEFghijklmno 0123456Univers 45 Light

ABCDEFghijklmno 0123456Univers 47 Light Condensed

ABCDEFghijklmno 0123456Univers 55 Roman

ABCDEFghijklmno 0123456Univers 57 Condensed

ABCDEFghijklmno 0123456Univers 65 Bold

ABCDEFghijklmno 0123456Univers 67 Bold Condensed

ABCDEFghijklmno 0123456Univers 75 Black

ABCDEFghijklmno 0123456Times New Roman Regular

ABCDEFghijklmno 0123456Times New Roman Bold

ABCDEFghijklmno 0123456Verdana Regular

ABCDEFghijklmno 0123456Verdana Bold

ABCDEFghijklmno 0123456Arial Italic

ABCDEFghijklmno 0123456Arial Bold Italic

ABCDEFghijklmno 0123456Univers 45 Light Oblique

ABCDEFghijklmno 0123456Univers 47 Light Condensed Oblique

ABCDEFghijklmno 0123456Univers 55 Oblique

ABCDEFghijklmno 0123456Univers 57 Condensed Oblique

ABCDEFghijklmno 0123456Univers 65 Bold Oblique

ABCDEFghijklmno 0123456Univers 67 Bold Condensed Oblique

ABCDEFghijklmno 0123456Univers 75 Black Oblique

ABCDEFghijklmno 0123456Times New Roman Italic

ABCDEFghijklmno 0123456Times New Roman Bold Italic

ABCDEFghijklmno 0123456Verdana Italic

ABCDEFghijklmno 0123456Verdana Bold Italic

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Pattern

A pattern can have a purely decorative function or help ensure confidentiality, such as the patterns printed on the insides of envelopes. Patterns are often used for packaging.

There is only one accepted Atlas Copco pattern. Therefore never redraw or alter the proportions of the pattern. Only an approved original may be used for reproduction.

Principle for construction

of the pattern

Five color versions of the pattern

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4. Positioning Elements

The Bars 21Bar Colors 22Positioning, Placement, and Size – Stage 1 23Positioning, Placement, and Size – Stage 2 24Positioning, Placement, and Minimum Size 25Positioning, Placement, and Size 25Photos Between Bars 26Matrix 27

The Atlas Copco visual brand identity is created by its graphic elements. They are designed to support our brand positioning and build global recognition. It is crucial that they are used consistently.

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The positioning program draws on the horizontal bars that characterize our Atlas Copco Blue logotype. Slightly faded at either end, they create a sense of motion. This dynamic motion represents the innovative interaction that takes place within Atlas Copco and between Atlas Copco and our customers.

The key to the height of the bars is the logotype. The defined logotype size depends on the application. For each application, the height of the bars is relative to the space between the Atlas Copco logotype bars.

The positioning layout is only mandatory for some selected applications, see matrix for more information.

The Bars

The space between the logotype bars defines the height of the bars

1. Bar2. Logotype bar3. Space between logotype bars

The space between the logotype bars defines the free space of the bars

The height of a bar in the logotype defines the free space between the bars and a photo

1.

2.3.

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The main rule is that the positioning bars should be Atlas Copco Blue. On some product-related applications however, they can also be Atlas Copco Yellow or Atlas Copco Gray. No other colors may be used for the bars.

When producing the bars manually, use the gradient tool in your design program. Set the gradient from 10% to 100% for the upper bar and from 100% to 10% for the lower bar (90% to 0%

for a reversed bar). When bleed is used please make sure that it is consistent on the left and right edges. On a color laser printer 10% color shows up as white. If you use such a printer, consider using 20% color to get the correct look.

The positioning layout is mandatory for selected applications; see the matrix for more information.

In some cases, an Atlas Copco Blue background can be used instead of a white background; see the matrix.

Bar Colors

100% Color

10% Color

10% Color

100% Color

Preferred choice: Atlas Copco Blue

100% Color

10% Color

10% Color

20% Color

100% Color

Atlas Copco Dark Gray

Laser printer: Atlas Copco Blue

100% Color

10% Color

10% Color

100% Color

Atlas Copco Yellow

90% Color

0% Color

0% Color

90% Color

Atlas Copco Blue

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Positioning, Placement, and Size – Stage 1

1.

Area for text

Area for text

2.

The grid is a Atlas Copco positioning element. It is used for determining the size and placement of single photos as well as multiple photos (complementing a main photo).

The size of the Atlas Copco logotype defines the placement and size of the positioning elements: the placement of the top bar, the height of the bars, the height of the white space between the bars and a photo, the size of the squares within the grid, and the size of a photo. The grid applies for both portrait and land-scape formats. Collages should no longer be used.

Figure 1.• The top bar has a fixed position: three logotypes from the top

for portrait and two logotypes for landscape formats. • The height of the visual bar is equal to the space between the

logotype bars. • The space between the bar and photo is the same as the height

of a logotype bar.

• The width of a grid square is the same as the width of the logotype (A4: 32 x 32 mm) and must always be an absolute square.

Figure 2.• Extend the square grid down the page to find the height of

a main photo.• The placement of the lower bar can vary depending on the

size of the photo.

Figure 3.• Place the photo according to the grid.

Figure 4.• The grid must never extend further than three logotypes from

the bottom.

Figure 1. Figure 2.

Figure 3. Figure 4.

1. Grid square2. Grid

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Positioning, Placement, and Size – Stage 2

Area for text

Area for text

Figure 1. Figure 2.

Figure 3. Figure 4.

The grid is a Atlas Copco positioning element. It is used for determining the size and placement of single photos as well as multiple photos (complementing a main photo).

The size of the Atlas Copco logotype defines the placement and size of the positioning elements: the placement of the top bar, the height of the bars, the height of the white space between the bars and a photo, the size of the squares within the grid, and the size of a photo. The grid applies for both portrait and land-scape formats. Collages should no longer be used.

Figure 1.• Define the size of the main image (see previous page).

Figure 2.• Extend the grid across the page to define the grid for comple-

mentary photos.

Figure 3.• Place the complementary photos into the grid.• Complementary photos should fill no more than half of the

squares available.• Complementary photos can either fill one or two squares

(vertically or horizontally).• Apply white lines over the grid and complementary photos

(A4: 0.5 pt).

Figure 4.• The square grid must never cover more than

50% of the width of the main photo.

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Positioning, Placement, and Minimum Size

The minimum size of a photo is the height of one square. When placing complementary photos on a minimum size photo the squares should be divided into four, enhancing the grid by making it proportionally more visible.

Squares can also be divided into four, when working with unusual formats (wide landscape, for example).

Positioning, Placement, and Size

Be sure to use the correct size of the logotype and to place it according to the brand identity rules for each application. By doing so, we strengthen the brand.

A3 46 mm 92 mm 46 mm 1 pt 23 / 33 / 23 / 23 mm

Advertisements – Logotype and Brand Promise Size and Grid

Posters – Logotype and Brand Promise Size and Grid

Format / Page Size Logotype Size (Width) Promise Size (Width) Grid Square Line Margins (Top/Bottom/Left/Right)

Brochures – Logotype and Brand Promise Size and Grid

Broadsheet 60 mm 120 mm 60 mm 1.5 pt 22 / 36 / 22 / 22 mm

US Letter 32 mm 64 mm 32 mm 0.5 pt 10 / 19 / 10 / 10 mm

A4 32 mm 64 mm 32 mm 0.5 pt 10 / 19 / 10 / 10 mm

A5 28 mm 56 mm 28 mm 0.5 pt 10 / 14 / 10 / 10 mm

A6 24 mm 48 mm 24 mm 0.5 pt 08 / 12 / 08 / 08 mm

Tabloid 46 mm 92 mm 46 mm 1 pt 19 / 30 / 19 / 19 mm

Magazine (A4, US Letter) 32 mm 64 mm 32 mm 0.5 pt 10 / 19 / 10 / 10 mm

Small Ads (Less than A5) 28 mm 56 mm 28 mm 0.5 pt 10 / 14 / 10 / 10 mm

Narrow Ads 32 mm — 32 mm 0.5 pt 10 / 19 / 10 / 10 mm

Poster 50 x 70 cm 85 mm 170 mm 85 mm 1.75 pt 40 / 56 / 40 / 40 mm

Poster 70 x 100 cm 120 mm 240 mm 120 mm 2.5 pt 56 / 80 / 56 / 56 mm

Exhibitions – Logotype and Brand Promise Size and Grid

Roll-ups 350 mm — 350 mm 5 pt 75 / 150 / 75 / 75

Hanging Banners 350 mm — — — 75 / 150 / 75 / 75

3-5 Panel Stands 12% of the Height Logotype width x2 Logotype width * Defined by Free Space

Billboards – Logotype and Brand Promise Size and Grid

Billboards (Landscape) 12% of the Height Logotype width x2 Logotype width * Defined by Free Space

* Use your best judgement about the size of the line to make sure it is visible.

A5 Landscape 28 mm 56 mm 28 mm 0.5 pt 10 / 10 / 10 / 10 mm

26

The photos between the bars should ideally communicate that Atlas Copco contributes to sustainable productivity i.e. that Atlas Copco people do everything they can to ensure reliable, lasting results with responsible use of resources; human, natural and capital.

Photos should show the interaction within Atlas Copco and between Atlas Copco and its customers, Atlas Copco products

Photos Between Bars

and solutions in action, and, ideally, actual customer benefits.Use either one single photo or use several photos put into the

grid system. (Photo collages should not be used.)The positioning layout is mandatory for selected applications,

see the matrix for more information.

Head head head

Text text text Atie ex essequam ve iqui smodolobore mod er sum qu s augait vul a consenisc l ut nos io od tio consequat al t vul and o odo delesequ s nos at ve cidui et s s adit ve iquamet lan et quam qu s nos rud dolor si Giamcommy nul u et w sl ul aor sequi is e se digna a iquip et u putat eu s do um am il exer l t do o tions

Head head head

Head head head Head head head

Text ext ext At e ex essequam l qui modo obo e mod er sum quis auga t vu la consen il ut nost o od t o consequat a it vu landio odo de esequis n at verc dui et sis ad t vel quamet lan et quam quis nostru o or si G amcommy nu lutet wisl u laor sequ sis esse d g al qu p et ulputat euis dolum am l exe i it dolort ons

At as Copco Comp y D vis onA Company W th n t t as Copco GroupPhone 07 3 37 1 0 x 0733 3 0829www at asco o com

Head head head

Text text text

Head head head Head head head

Text ext ext At e ex essequam vel qui modo obore mod er sum quis auga t vu la consen scil ut nost o od t o consequat a it vu landio odo de esequis nos at verc dui et sis ad t veliquamet lan et quam quis nostrud do or si G amcommy nu lutet wisl u laor sequisis esse d gna al qu p et ulputat euis dolum am l exe i it dolort ons

At as Copco Company D vis onA Company W th n the At as Copco GroupPhone 07 3 37 1 09 ax 0733 3 0829www at ascopco com

Head head head

Text text text At e ex essequam l qui smodolobore mod er sum qu s auga t vu la onse il ut nos io od t o consequat a it vul andio odo de esequ s n at vercidui et s s ad t ve iquamet an et quam quis nos ru olor si Giamcommy nul utet w sl

u laor sequ sis esse di aliqu p et ulputat euis do um am il exer l t do ort ons

Atlas Copco Com y D v sionA Comp ny Wi h n h l s C pco G oupPho e 0733 37 19 ax 0733 370 29www at asco com

You can use the grid system …

Collages are not allowed

Complementary photos should fill no more than half of the squares available

Photos placed next to each other are not allowed between the top

and bottom bars

Text is not allowed between the top and bottom bars

… or a single photo Cut-out photos may be used in the text area

Cut-out photos are not allowed between the top and bottom bars

27

5

5

5

5

5

5

7

7

7

7

7

7

7

7

7

7

7

—

8

8

8

6

6

12

12

12

12

12

14

10

10

10

10

9

10

9

14

—

Required Optional Never Use

Graphic Bars Blue Background Sustainable More Information

(Optional) Productivity See ChapterBlue Yellow Gray

Bar Color

Letterhead

Posters

Packaging

Press/News Release

Stationery

Business Cards and Correspondence Cards

Envelopes

Address Labels

Fax

Business Forms and Internal Memo Forms

General Brochures (Front Page)

Product Catalogs – Yellow Equipment

Product Leaflets – Yellow Equipment

Product Leaflets – Gray Products

Product Catalogs – Gray Equipment

Annual Reports

Corporate Leaflets *

Technical Manuals / Specifications

Policy Documents

Internal Magazines

Direct Marketing

Advertisements

Recruitment Advertisements

Advertisements A6 and Smaller

Press Release

Group News and Other Internal News

Home Page and Sub-Pages

Intranet

TV and Videos

CD and DVD Covers

PPT Templates

Vehicles

Exhibitions ***

Promotional Material

Airport/Road Billboards

Bags (for exhibitions, etc.)

Brochures

Magazines

Campaigns

Advertisements **

Web

Other Electronic Media

Product and Service

Events and Promotional Material

Matrix

Customer Magazines

Wall Calendars

* Always produced, or endorsed, by Corporate Communications.

** Black and white advertisements are allowed.

*** For exhibitions, something should be used to communicate the positioning program; it can be posters, Roll-ups or even the stand itself, but it does not have to be everything.

Roll-ups

Hanging Banners

28

5. Stationery

Letters 29Business Cards 30Correspondence Cards 31Envelopes and Address Labels 32Fax Cover Sheets 33Business Forms, Quotations, and Other Forms 34

To ensure a consistent corporate visual identity, all internal and external forms should have a uniform look.

29

Letters

The first page of the letter has a different layout than the following pages

On all stationery, the Atlas Copco logotype is placed in the upper left corner. The logotype must never be combined with a division or company name or any other type of additional element (except the pagination in the upper right corner). Company names are positioned in the footer of the stationery together with the address and telephone information. See Name Structure chapter.

For important business documents, use the preprinted stationery (with the Atlas Copco Blue logotype) for letters. For digitally distributed letters, use the blue or black logotype.

Only use the blue logotype template for printed letters if your printer can reproduce the Atlas Copco Blue color correctly.

Templates for stationery are found in The Way We Do Things, chapter Communications and Branding.

Guidelines• If you use headers in a letter, use Arial 12 pt bold.• If you need to add enclosures, please list the enclosures below

the closing paragraph. Make sure there is some space between the closing paragraph and the enclosure information.

• Avoid mixed-language templates.• Avoid UPPERCASE text.• The text in the footer may vary since different countries have

different standards and needs. • If there is a need to include another symbol in the letter, such

as a quality symbol, place this at the bottom of the left margin at the same height as the address footer. It must never be larger than the Atlas Copco logotype.

• Local variations are accepted since different countries have different standards.

• Paper: White, environmentally friendly, 80-90 gsm.

1 1)


Atlas Copco ABSE 105 23 StockholmSweden

Visitors’ add essSickla Industriväg 3Nacka

Telephone +46 (0)8 743 8000Fax +46 (0)8 644 9045www atlascopco com

A Public Company (publ)Reg No 556014 2720Reg Offi ce Nacka

All Atlas Copco EmployeesAll Atlas Copco CompaniesAll Atlas Copco AddressesAll Atlas Copco LocationsWorldwide

January 11, 2010

Dear colleagues,

What does it mean: to be committed to sustainable productivity?

Productivity is at the core of all our business activities. It means helping our customersget more out of every invested crown or other currency. Be it making our products faster,more energy effi cient, safer or more ergonomic, the effect should be increasedproductivity. Commitment, interaction, innovation – they are all means to this end.

When we say that we are providing sustainable productivity, it adds the perspective thatwe always take the long-term view in everything we do. Our customers need to knowthey will be productive not just today or tomorrow, but a year or even ten years fromnow. Of course, we always strive to provide the highest possible productivity, but webelieve doing so at the expense of certain values would ultimately damage both AtlasCopco and the customers.

Sustainability is not about being “green”, although that is one of many importantingredients. For us, being committed to sustainable productivity covers a range ofsubjects: interacting with our customers, developing innovative products, having a good,diverse workplace for our employees, investing in competence development, engaging inour local communities and making safe, effi cient products with a minimum ofenvironmental impact.

Our company culture is what makes us stand out among the competitors. It is strong,because it has been shared among our people since 1873. That is how we all know that“there is always a better way”. Let’s make sure everybody also knows what it means tobe committed to sustainable productivity. When you’ve fi nished reading, share your own story – with your team, with new employees, with customers, or with me, [email protected].

Yours sincerely,

Ronnie LetenPresident and CEO

10 mm 26 mm

10 mm

12 mm

10 mm 36 mm 10 mm

First column

2nd Row: Legal name Arial Regular 8/auto pt Spacing before 1.5 pt Black text

3rd – 4th Row: Company address information Arial Regular 8/auto pt Black text

Second column

2nd Row: Visitors’ address Arial Regular 8/auto pt Spacing before 1.5 pt Black text

3rd – 4th Row: Visitors’ address information Arial Regular 8/auto pt Black text

Third column

2nd Row: Telephone number Arial Regular 8/auto pt Spacing before 1.5 pt Black text

3rd Row: Fax number Arial Regular 8/auto pt Black text

4th Row: www.atlascopco.com or www.atlascopco.com/xxxx Arial Regular 8/auto pt Black text

Fourth column

2nd – 4th Row: Additional information Arial Regular 8/auto pt Spacing before 1.5 pt Black text

Page number Times New Roman 12 pt. Black text

Page number only on letters of more than one page

There should be no other objects in the header area

Context Times New Roman 12/auto pt. Black text

First column

1st Row: Operating name Arial Bold 9/auto pt. Spacing after 1.5 pt Black text

Line thickness 0.5 pt

Logotype Atlas Copco Blue

Footer Include only on the first page

The column width is not fixed. You may change the column width according to your needs but never the margins

Possible area for additional symbol. However it must never be larger than the Atlas Copco logotype

30


Atlas Copco AB (publ)SE-105 23 Stockholm, SwedenVisitors’ address: Sickla Industriväg 3, Nackawww.atlascopco.com

Telephone: +46 (0)8 743 8000Phone dir: +46 (0) 743 8000Mobile: +46 (0)76 633 82 16Fax: +46 (0)8 643 3718E-mail: [email protected]

Daniela KeuschnigFuture Employee Communications Manager

Corporate Communications

Business Cards

On all stationery, the Atlas Copco logotype is placed in the upper left corner. The logotype must never be combined with a division or company name, or any other type of additional ele-ment. Company names, etc., are positioned in the footer of the stationery together with address and telephone information. See Name Structure chapter. Alternative symbols are not allowed on business cards or correspondence cards. Those representing additional brands may include the website addresses on their Atlas Copco business card.

Digital templates for stationery are found in The Way We Do Things, chapter Communications and Branding.

Guidelines• Paper: White, environmentally friendly, 200-250 gsm.• Avoid UPPERCASE text.• If there is a need for having the business card in two

languages, print one language on one side and the other language on the other side.

5 mm 22 mm

5 mm

5 mm

5 mm

5 mm 37 5 mm 37 5 mm 5 mm


There should be no other objects in this area

Full Name Arial Bold 9/auto pt Black text

Title Arial Regular 7/auto pt Black text

Operating name or legal name Arial Regular 7/auto pt Black text


Footer First column

1st Row: Company name or legal name Arial Regular 5.5/auto pt Spacing before 1.5 pt Black text

2nd Row: Postal address Arial Regular 5.5/auto pt Black text

3rd Row: Visitors’ address Arial Regular 5.5/auto pt Black text

4th Row: Visitors’ address information Arial Regular 5.5/auto pt Black text

5th Row: Web address Arial Regular 5.5/auto pt Black text

Second column

1st Row: Telephone number Arial Regular 5.5/auto pt Spacing before 1.5 pt Black text

2nd Row: Direct number Arial Regular 5.5/auto pt Black text

3rd Row: Mobile number Arial Regular 5.5/auto pt Black text

4th Row: Skype or Fax number Arial Regular 5.5/auto pt Black text

5th Row: E-mail address Arial Regular 5.5/auto pt Black text

Address must be an Atlas Copco address, no home/private addresses on company business cards.

31

Correspondence Cards

Daniela KeuschnigFuture Employee Communications ManagerCorporate CommunicationsAtlas Copco Group Center

Atlas Copco AB (publ)SE 105 23 Stockholm, SwedenVisitors address Sickla Industriväg 3, Nackawww atlascopco com

Telephone +46 (0)8 743 8000Phone dir +46 (0) 743 8000Mobile +46 (0)76 633 82 16Fax +46 (0)8 643 3718E mail daniela keuschnig@se atlascopco com

12 mm

8 mm


There should be no other objects in this area

8 mm

Footer


First column

1st Row: First name Surname Arial Bold 9/auto pt Black text

2nd Row: Title Arial Bold 6/auto pt Black text

3rd Row: Operating name, where applicable Arial Bold 6/auto pt Spacing after 1.5 pt Black text


8 mm 24 mm

8 mm

First column

4th Row: Legal name Arial Regular 5.5/auto pt Spacing before 1.5 pt Black text

5th Row: Postal address including city and country Arial Regular 5.5/auto pt Black text

6th Row: Visitors’ address Arial Regular 5.5/auto pt Black text

7th Row: Visitors’ address information Arial Regular 5.5/auto pt Black text

8th Row: Web address www.atlascopco.se/xxxx Arial Regular 5.5/auto pt Black text

Second column

1st Row: Telephone number (optional) Arial Regular 5.5/auto pt Spacing before 1.5 pt Black text

2nd Row: Telephone direct Arial Regular 5.5/auto pt Black text

3rd Row: Mobile number Arial Regular 5.5/auto pt Black text

4th Row: Fax number (optional) Arial Regular 5.5/auto pt Black text

5th Row: E-mail address Arial Regular 5.5/auto pt Black text

On correspondence cards appropriate contact information will differ from country to country. Include the contact details that help people reach you.

32

Atlas Copco Compressor TechniqueService DivisionPO Box 222B 2610 W lr jkwww.atlascopco.com

15 mm

15 mm

Logotype Atlas Copco Blue on white background

There should be no other objects in the header

Footer

1st row: Operating or Legal name Arial Bold 9/auto pt. Black text

2nd row: Postal address Arial Regular 8/auto pt. Black text

3rd row: City and country Arial Regular 8/auto pt. Black text

4th row: www.atlascopco.com or www.atlascopco.com/xxxx Arial Bold 9/auto pt. Black text

Atlas Copco Compressor Serv ce DivisionPO Box 222B 2610 Wilrijkwww.atlascopco.com

15 mm 32 mm Window envelopes: size 105 x 240 mm and larger

Envelopes and Address Labels

On all stationery, the Atlas Copco logotype is placed in the upper left corner and the address in the lower left corner. The logotype on the envelopes must never be combined with a division or com-pany name or any other additional element. On address labels, however, the logotype is placed at the bottom of the label to avoid confusion with the name of the receiver.

The company name is positioned in the footer of the statio-nery together with postal address and company website informa-tion. See Name Structure chapter.

The format and placement of the address footer functions as a basic template. Local variations will be accepted since different countries have different standards.

Alternative symbols are not allowed on envelopes or address labels.


PostmarkNever use the logotype in the postmark. If needed, use the web address instead.

Guidelines• Local variations are accepted since different countries have

different standards.• Paper: White, uncoated environmentally friendly,

100-120 gsm.

Envelopes: size C4 229 x 324 mm and larger

Address labels: size 105 x 74 mm

Atlas Copco ABSE 105 23 Stockho m Swedenwww atlascopco com16 mm

6 mm

20 mm 6 mm6 mm 6 mm

Footer

1st row: Operating or Legal Name Arial Bold 9/auto pt. Black text

2nd row: Postal address incl. City and Country Arial Regular 8/auto pt. Black text

3rd row: www.atlascopco.com or www.atlascopco.com/xxxx Arial Bold 9/auto pt. Black text


Atlas Copco Compressor TechniqueService D visionPO Box 222B 2610 Wilrijkwww.atlascopco.com

10 mm 26 mm

10 mm

10 mm Envelopes: size C5 162 x 229 mm and smaller

15 mm

15 mm

15 mm

15 mm 32 mm

15 mm

10 mm

Contents 33

FAX

To: No of 1(1) pages:Company: (this page included)Telefax No:

Copy

From Atlas Copco AB Date 11 February 2008 Sender´s fax +46 (8)

HeadingText






Fax Cover Sheets

The model for a fax cover sheet is based on the first page of a letter.

On all stationery, the Atlas Copco logotype is placed in the upper left corner. The logotype must never be combined with a division or company name, or any other type of additional element (except the word “Fax” positioned far right).

The company name is positioned in the footer of the stationery together with address and telephone information. See Name Structure chapter.

The logotype on a fax cover sheet may only be produced in black color.


Guidelines• Placement of the receiver’s information may vary since

different countries have different standards.• Avoid mixed-language templates.• Avoid UPPERCASE text.

10 mm 26 mm

10 mm

12 mm

10 mm 36 mm 10 mm

First column



Second column

2nd Row: Visitors’ Address Arial Regular 8/auto pt Spacing before 1.5 pt Black text


Third column




Fourth column


Fax Arial Bold 16 pt. Black text

Receiver/Sender Details Arial Regular / Bold 12/auto pt. Black text


Context

Heading Arial Bold 16/auto pt. Black text

Content Times New Roman 12/auto pt. Black text

First column

1st Row: Operating name, if applicable Arial Bold 9/auto pt. Spacing after 1.5 pt Black text


Logotype Black



Possible area for additional symbol. However it must never dominate the Atlas Copco logotype

34

Business Forms, Quotations, and Other Forms

The model for a form is based on the first page of a letter.On all stationery, the Atlas Copco logotype is placed in the

upper left corner. The logotype must never be combined with a division or company name, or any other type of additional ele-ment (except the document name).

The company name is positioned in the footer of the stationery together with address and telephone information. See Name Structure chapter.

Guidelines• If the document will be faxed, use a black logotype.• Only use the Atlas Copco fonts.• Avoid UPPERCASE text.• Be consistent in your wording.• Avoid mixed-language templates.• Local variations are accepted since different countries have

different standards. • If there is a need to include symbol, such as a quality symbol,

place this at the bottom of the left margin at the same height as the address footer. It must never dominate Atlas Copco’s logotype.

Quotation






10 mm 26 mm

10 mm

12 mm

10 mm 36 mm 10 mm

First column



Second column



Third column




Fourth column


Header

Type of document Arial Bold 16 pt. Black text


First column



Logotype Atlas Copco Blue or Black



Possible area for additional symbol. However it must never be larger than the Atlas Copco logotype

35

6. News Releases

Press Releases 36Group News and Other Internal News 37

To ensure a consistent corporate visual identity, all internal and external news releases should have a uniform look.

36

Press Releases

Press releases are a cost-effective way to create interest about the company or a product. Press releases can be sent to local or international press. Read more in The Way We Do Things, chapter Communications and Branding.

The logotype is placed in the upper left corner. The template should clearly state the name of the operating unit responsible for sending the release.

The footer, with company name and address, is the same as in a letter, see chapter 2 for more information.

Only use the blue logotype template for printed letters if your printer can reproduce the Atlas Copco Blue color correctly, otherwise you should use the black.

Guidelines• Paper: White, environmentally friendly, 80-90 gsm.• Avoid mixed-language templates.• Avoid UPPERCASE text.• Include contact information and date.

1 1)

For further information please contact:Daniel Frykholm Media Relations Manager+46 (0)8 743 8060 or +46 (0)70 865 8060Stephan Kuhn Business Area President Compressor Technique+32 (0)3 870 2938 or +32 (0)474 881 154

Atlas Copco to acquire U.S. based Quincy Compressor

Stockholm, Sweden, December 18, 2009: Atlas Copco has agreed to acquire Quincy Compressor from EnPro Industries, Inc. for approximately MUSD 190 (BSEK 1.4). The acquisition supports Atlas Copco’s profi table growth in North America and China, adding a strong brand and an extensive distributor network. The acquisition is subject to regulatory approvals.

Quincy Compressor had revenues in 2008 of MUSD 174 (BSEK 1.3), with an operating profi t margin of about 15%, and has approximately 400 employees. It designs and manufactures reciprocating compressors, rotary screw compressors and vacuum pumps, primarily under the Quincy brand. Atlas Copco plans to further develop the Quincy brand independently, in line with the Atlas Copco Group’s well established brand portfolio strategy.

We look forward to working with Quincy Compressor and its strong distributor network. The strategic fi t is very good and we will be able to better serve customers in the United States with an even more differentiated product portfolio says Stephan Kuhn, Business Area President, Atlas Copco Compressor Technique. For Atlas Copco this acquisition offers interesting synergies in both product design and supply chain management while adding a strong brand for our continued growth.

Quincy was founded in the 1920s and is headquartered in Bay Minette, Alabama. It has manufacturing facilities in Bay Minette, Quincy, Illinois, and in Kunshan, China. The products are sold through a network of independent distributors and agents. More than three quarters of the sales are in the United States.

The acquisition is carried out by Fulcrum Acquisition LLC, a subsidiary of Atlas Copco North America LLC, and Atlas Copco (China) Investment Company Ltd., buying Quincy from EnPro’s subsidiary Coltec Industries, Inc. The company expects the transaction to close in the fi rst quarter of 2010. Fulcrum will change its name to Quincy Compressor LLC once the acquisition is completed.

Atlas Copco discloses the information provided herein pursuant to he Secur ties Markets Act and/or the Financial Instruments Trading Act

Atlas Copco is an ndustrial group with world ead ng pos tions n compressors construc ion and miningequipment power ools and assembly systems The Group delivers sustainab e solu ions for increasedcustomer productiv ty through nnova ive products and services Founded 1873 the company sheadquartered in Stockholm Sweden and has a global reach spanning more than 160 countries In 2008 Atlas Copco had 34 000 emp oyees and revenues of BSEK 74 (BEUR 77) Learn more atwww a lascopco com

Press Release from the Atlas Copco Group






10 mm 26 mm

10 mm

12 mm

10 mm 36 mm 10 mm

First column



Second column



Third column




Fourth column



Press Release from (operating name) Arial Bold 14 pt. Black text

Contact details Arial Regular 9/auto pt. Black text

Context

Heading Arial Bold 16/auto pt. Black text

Content Times New Roman/ Bold 12/auto pt Black text

Quote Times New Roman Italic 12/auto pt Black text



First column



Logotype Atlas Copco Blue or black


Boilerplate/Descriptive text Atlas Copco and Atlas Copco Division Arial Regular/Bold 9/auto pt. Black text

Boilerplate see The Way We Do Things, chapter Communications and Branding

37

Group News and Other Internal News

Atlas Copco Corporate Communications creates internal news releases, called Group News, that are sent out when the need arises. Group News releases are based on the same format as a letter, with the logotype top left, a footer with the name of the company, and contact information.

Only Corporate Communications can send Group News, but the same kind of template can be used for other kinds of internal newsletters, like “News from the xxx division” but it should clearly state the sender, both at the top and the bottom. See Name Structure chapter.

Guidelines• Paper: White, environmentally friendly, 80-90 gsm.• Avoid mixed-language templates.• Avoid UPPERCASE text.

1 1)

David Shellhammer new President of UndergroundRock Excavation division

David Shellhammer has been appointed new President of the Underground RockExcavation division, effective January 1, 2010. He is currently General Managerof the Construction and Mining Technique customer center in Canada.

David is a proven leader whose experience from sales and product companies andgood knowledge of both the mining and construction markets make him well suited forthis challenging position says Björn Rosengren, President of the Construction andMining Technique business area. Please join me in congratulating David and wishinghim success in his new job.

A citizen of the United States and Sweden, David Shellhammer has been with AtlasCopco for 20 years in various positions within Construction and Mining Technique,chiefl y in marketing roles at customer centers as well as product companies inGermany and Sweden. Prior to his current position he was General Manager of Atlas Copco CMT Central Europe.

David Shellhammer holds a bachelor’s degree in geology from Phillips University in Enid, Oklahoma, and studied to be a metallurgical engineer at Bergsskolan in Filipstad, Sweden.

He succeeds Patrik Nolåker, who is leaving for a position outside the Group.

Stockholm Sweden October 2 2009

Björn RosengrenBusiness Area President Construction and Mining Technique

Group News – to be published immediately on the notice boards






10 mm 26 mm

10 mm

12 mm

10 mm 36 mm 10 mm

First column



Second column



Third column




Fourth column



Page number only on internal news release longer than one page

Group News … Arial Bold 14 pt/12 pt. Black text

There should be no other objects in the header area



First column



Logotype Atlas Copco Blue or black

38

7. Brochures and Leaflets

Front Covers 39Inside Spreads 40Back Covers 41Printed Matter Without the Bars 42

Brochures and leaflets help build and maintain the brand identity. Product benefits, service and application knowledge should be highlighted in all communication.

Contents 39

A story about sustainable productivityAtlas Copco creates innovative solutions that contribute to the customer’s sustainable productivity. This should be the message, communicated both in words and images, in all our printed materials. Product benefits, services, and application knowledge should always be stressed – we cannot focus only on product features.

Atlas Copco brochures, leaflets, and other printed matter in which we present our offerings, solutions, and services are gener-ally used for several years. This underscores the importance of ensuring consistent use of our visual identity: the logotype, the corporate colors, the fonts, the bars, and the visuals in the photos.

Strict rules apply to the logotype placement, color, and sizeThe Atlas Copco Blue logotype is always placed at the bottom-right corner of the outside front cover.

See the application matrix in the Positioning Elements chapter for when to use the positioning bars.

Front Covers

Head head

Head head head

Head head

Head head head

Bars Atlas Copco Blue, Atlas Copco Yellow or Atlas Copco Gray gradient can be used

Logotype Atlas Copco Blue. Placed in the bottom-right corner (See table below)

Headline Can also be used below the bars

Sustainable Productivity Logotype Atlas Copco Dark Gray. Placed in the bottom-left corner (See table below)

Photo Single photo or grid design. Can change in size depending on the image. Use full color image

Headline Univers or Arial. Size depends on amount of text. Black text. Margin 10 mm. When-ever possible mention Atlas Copco in the headline

10 mm

19 mm

32 mm 10 mm


Brochure Front Covers – Logotype and Brand Promise Positioning and Sizes

US Letter 32 mm Bottom Right 64 mm Bottom Left 10 / 19 / 10 / 10 mm

US / Euro 32 mm Bottom Right 64 mm Bottom Left 10 / 10 / 10 / 10 mm




40

Inside Spreads

A good layout is often simple. The spreads above are only examples. Be generous with the white space. Big photos and white space signal good quality.

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velisi el dolore dolor sum ex et venibh ea con utpat sim inciliquam consecte commolor secte magna coreet lum quatGue modolore tet luptat Ut nisl ing et velit secte conse dolobor pe c duip et ex essen t aut aute veliqui blan hent ing erostis molorem acilla aliqu p sumsandem vel t corem num vullan eugue faccum quisl delestrud modipisi

It il utat sent el s nim quamcom moluptat prat inc psu scil quat ullamet luptate vulla coreriustrud deliquisl et venit cor ad on ulla aciduip ismod p etum quisi te dolore tin am iril ipsustrud et lor si Re volort ng eummy nullandre tie corem quat prat sim quamcon sequisit non utpat augiam zzriure vu lut aut in erosto conulla faccum adigna con vel del dolestin ullandreet al sit in t nos numsandre tie facipit etue tat

Loreetue faccum zzriure min ulla feummod o dolor sumsan henit vullan ex et wisi blaore euga t lum quip erosting eugiam vu lan utpat lissenit ut adiam nonullandre fac psuscil iril sse quis doloreet commy non utate molorper iril exerilit al quat Magna faccumm olorper cipissent nibh ea facip eriusti

Iriurem dolut la autpat do conu lut Ut vel ut at la feuisl utat am zzr ure do dolessi tat amcorer sum enibh et velesto od eu guerit quat accum iusci bla facipis ad dolore aciduip ismod p etum quisi te dolore tin am iril ipsustrud et lor si delis aliscil u la faccum vel dunt la facil

It il utat sent el s nim quamcom moluptat prat inc psu scil quat ullamet luptate vulla coreriustrud deliquisl et venit cor ad on ulla aciduip eummy nu landre t e corem quat prat

19 mm

30 mm15 mm 15 mm5 mm 5 mm

15 mm

Headline Univers or Arial. Size depends on the amount of text. Margin 15 mm.

Introduction text Univers or Arial. Size depends on the amount of text.

Body copy Times New Roman, Univers or Arial. Size depends on the amount of text.

Head head head head headhead head head headUt nisl ing et vel t secte conse dolo bor perc du p et ex aut aute veliqui Blan he Tum n utpat aut ad er sequi tatummo d gniscil irilis aliquat Ga t lort s et qu siscidunt autpat augue conse min ute tis num iu e minc lis dolore tem acillan ullan er ilisi et la facil s nosto od del et lobor sequis non et cor secte veliquis am zzr usto od diamcommy nisi

Duis ea alisim vel in henis nis m qui te ex el ulput la cor siscincilla faccumsandre facing eu feummod tat nu la facilis sim vu la feum vulla feu feugiam nonse con ut lutpatue dolorperci te tissit lum exer us cidunt et acillam commodit adit land t vel ir llandre vulla conum ng eug at

Met utat incin ex essi exerostrud tat vel inci eugue vel dolutpat p at Conseni scidui ea faciduipisse magna aci tis nulputat quatue conse er am quis dolorem veros dunt essectet num eu faccum dipsustie vu la facipisis al t vulla feug am iustrud et nos autat Duisim quisim zzrit nim autpat ad d am exero commy nullut praese en m

vel quisit ut lummodo luptat ea commy num zzr usto consequ ismodol orerat adigna con hend eet cor secte tat nosto en s ad d onseq u ss m amconsed tem in ve o eu faccumm odolore te essi

Ed minissi blan el ng et lluptate tatSan venis elit lum ilit quis nu landre t ng ea am con ut vulla commodiat u la ad magna corem dolo e molorem zzriusto conulput loreet prat veless m vel ir l in hendre ven t core corper t landre elis etuero euguer sed eu feu feum velessed min ulputetum zz ilis eum nibh ex enit dolorem zzrillam velen t inis at utatem quis nonsecte dolenisl utem iliquisim dip et vel e o corem zzriure do d gnisl u lut lam commy niat Ci tet augait praesto do del ullummy nonsectem adigna am quamcon hent alisi tat prat lan ex ea feuipit laore feum n bh eu feu feu fac p ssiDeliquam vero dolo e volorper iustionsed e iustio eugait luptatuerit lorer sit quatue tat Sectem iureet vel dolo tisl ip t vullamet loborpe c l deliqui scipis nonsenisi

L sismodio et il ea conulla consequat G am quat praesed exercip sumsandre min ute vulla amconse eugait lobore modoleniat adionum dunt utat iuscilis nonummod duis nim dipsumsan ulput aut prat wis n t cor nci er ure commy nim dolortis alit lan henis

doluptatLaore dunt acidui et lam qui tat p aes

sim iusci eummy non eu feummod ipis s at Ut laorperit alit del t laor susto et ut ercing exer ip exer usto dignim quat vel erat adion heniscidunt n t aut dolore conum at n hent vel n henit alit lut velisl ea feuis elenissi Osto ea feugiamcommy nim quipit ust ud eugueri uscidu si Magna ad estin

vel n vulla feuguer ip t do odolore feugait voluptat Dui tetuerci la core dolor suscidunt inci tat ssi

Enim et velessi ssequatum vendre magn si smolo eet ipit velesed et dipit vel rilis e os augue doluptatie magna conse

conulputat aut dolo em iure feuguer aessed tin ssit coreet lorerat nulputpatie et amet lut ad enis

Ibh et et luptatem zzrit amet ipsum eum eu feuis nostrud en m zzriure faccumsandre tie dolor sis am do od el inim nonsequamet aliqu sl ir ure m n at lametue aese digna fac dunt lut d gnim zzrit aliqu s dipsustrud endiam susto core minismod dolore ming etummol uptat vent nulpute dolut ea am inis am quisi

Tat corerit augue do exer sectem iliquat luptatDiam consed delit amet iure molore del sl eugait w s nummod am dolor senibh et amet alit ullummy nonsequ p sc l laorpe o conse ming euisis aliqu s d onsequam venisit laore dolestis t utat Agna al t laore magn m ing er sed tet luptat Ut al t atisiLortis alit llam quat luptat con vel del ulput n am quam sequat n t enim in vel exercid uiscidunt volorem zz ilis esecte ver at summy nulla faccum velisi

Aliquametum estionse magna alit ipsusto eros nulla alis nonu luptat la commy nullandre erat nu luptat Pit accum volut

patet am adip eugiamet vend psum ex en t utpat Ut wisi

Vulputat ulput dignim dui tie magniamcon vullaore tet vel utpatue rostrud et adip exeraesequi blam n m nonsed tem quatue ver ad magnim dignisc ipismod olorer augiam eug am qu smol esecte erit nis adiam volendit aliqu sit luptat prat in hendion sectet uscil iure modolor erosto od t dolent ea faci blaortio delit ut lum nonse velessequi el dolor sumsan elit non ute consent delit p aesse quisseniam quamcon sequam zzriure dolore consequatum adit dolendreros at Boreetue faccum iustin utpatue del nci luptat iriusto consequat

Rud min ullam volorperos nummy nonsequat erci et lum velit acin ese min ex et lortis num iure iliquis nis ea con vel quat lor s t inis dit wissis m dolore exeriusc lit ent al s at vullan essisse del dolort o odo commod ex enibh et consed exerci eugait luptat la faccum qu sl eu faccum rit ut accum do od ming exer suscipit luptat

Rud Magna faci tem zzrilla autat nibh eugait nonu la ortinis Lsisis aci eummy nonsed tinc l ullum zzr urer sum delisl d t adip ex ero consecte faci blan er sectet wisl incidunt ullaoreet nit utet ut ad dolendre commodion vel utat lam vel do con henim dolorer in ver susc psusto do odion ea aug amet qu si blamcor tionse doleniamcon volor se do od te d t vel ing esto dolore magn m quiscin cidunt vulputate ea adignit il do corperos at nos delis num dolore tem zzr t ir usto od er sustie conum ad tat Ex eugiam vent ut er sustrud tat utat

Modolore molor ad min ut aliquis d onse vel ut acip enismod olen bh eum dolore minciduis numsan vel t iustrud eugait venit qu sci en bh esto endipis num usto et iustrud etue magnit ilit laort niam ea feu feum zzr usc l erit auguer si t acil ip smolore feum et

Ut laorperit alit delit laor susto et ut ercing exer ip exer iusto dignim quat vel erat adion heniscidunt

19 mm

15 mm

Caption text Univers or Arial. Size depends on the amount of text.

30 mm15 mm 15 mm5 mm 5 mm5 mm 5 mm

Format / Page Size Margins (Top/Bottom/Left/Right)

Brochures Spreads – Sizes for Margins

US Letter 10 / 19 / 10 / 10 mm

US / Euro 10 / 10 / 10 / 10 mm

A4 15 / 19 / 15 / 15 mm

41

www.atlascopco.com

XX

-XX

XX

Back Covers

Converted U.S. Brochure/Leaflet Back Cover. General Details

U.S. and combined format:To adapt printed matter to U.S. format, trim the A4 format at the upper and the lower edges as shown in the illustration below. If you make it in U.S. format from the beginning, the logotype should follow the rules stated in the table below.

www.atlascopco.com

XX

-XX

XX

The logotype should always be Atlas Copco Blue and placed in the bottom-left corner on the back cover of brochures and leaflets

Sender Indication 1st row: www.atlascopco.com or www.atlascopco.com/xxxx Univers 75 Roman 9/10 pt or Arial Regular 9/10 pt Black text

Vertical Text Place and Date of the publication. Order number Arial Regular 6 pt. Black text

9 mm

5 mm 5 mm

9 mm

32 mm10 mm

15 mm

10 mm 10 mm

A4 Brochure/Leaflet Back Cover. General Details


Sender Indication 1st row: www.atlascopco.com or www.atlascopco.com/xxxx Univers 75 Roman 9/10 pt or Arial Regular 9/10 pt Black text

Vertical Text Place and Date of the publication. Article number. Arial Regular 6 pt. Black text

19 mm

5 mm 5 mm

19 mm

32 mm10 mm

15 mm

A4 Brochure/Leaflet Back Cover. General Details

Distribution Company Inc.


Phone: 0733 37 1909 Fax: 0733 370829www.atlascopco.com

XX

-XX

XX


Sender Indication

1st row: Optional Reseller/distributor Operating or Legal Name Univers 75 Roman 12/10 pt or Arial Bold 12/10 pt Black text

2nd row: Operating or Legal Name Univers 75 Roman 9/10 pt or Arial Bold 9/10 pt Black text

3rd – 4th row: Company Information and contact details Univers 55 Roman 8/10 pt or Arial Regular 8/10 pt Black text

5th row: www.atlascopco.com Univers 75 Roman 9/10 pt or Arial Bold 9/10 pt Black text

Vertical Text Place and Date of the publication. Article number Arial Regular 6 pt. Black text

19 mm

5 mm 5 mm

19 mm

32 mm10 mm

15 mm

Format / Page Size Logotype Size (Width) Logotype Position Sender Position Margins (Top/Bottom/Left/Right)

Brochure Back Covers – Logotype and Sender Indication Positioning and Sizes

US Letter 32 mm Bottom Left Bottom Right 10 / 19 / 10 / 10 mm

US / Euro 32 mm Bottom Left Bottom Right 10 / 10 / 10 / 10 mm

A4 32 mm Bottom Left Bottom Right 10 / 19 / 10 / 10 mm



42

Policy leaflets, technical documents, and customer magazines do not have to use the bars. See the matrix in the Positioning Elements chapter.

Printed Matter Without the Bars

The At as Copco Group

Business Codeof Practice

In 2010, a common customer magazine template was launched. The template will be used by all customer centers and divisions that are producing such a magazine.

Format / Page Size Logotype Size (Width) Logotype Position Margins (Top/Bottom/Left/Right)

Brochure Front Covers – Logotype Positioning and Sizes

US Letter 32 mm Bottom Right 10 / 19 / 10 / 10 mm

US / Euro 32 mm Bottom Right 10 / 10 / 10 / 10 mm

A4 32 mm Bottom Right 10 / 19 / 10 / 10 mm



43

8. Advertisements

Storytelling 44Advertisements – Portrait 45Advertisements – Landscape 46Sender Indication 47Recruitment 48

All advertisements are brand-building tools.

44

Story contentThe copy should always communicate how Atlas Copco con-tributes to sustainable productivity – how we do everything we can to ensure reliable, lasting results with responsible use of resources; human, natural and capital. It should always aim to identify a customer’s specific business challenge and our respective solution. Atlas Copco product benefits, services, and application knowledge should always be made explicit. Atlas Copco’s interaction with customers should be central to our way of translating innovation into sustainable productivity. All copy should include reference to a concrete customer benefit.

Tone of voiceTone of voice should be to the point and confident. Language should be concise. Stories should feature facts, figures, and real-life scenarios.

Storytelling

Story-writing checklistA complete story should include:• A customer category or target industry.• A customer challenge such as noise, efficiency, size, energy

consumption, availability, reliability, service, knowledge application, innovative level, safety, or environmental issues related to the customer’s business.

• An account of an innovative solution to the specific customer challenge.

• Tangible proof of increased productivity.• A statement articulating how Atlas Copco meet customer

needs, making it the preferred choice.

Innovating for long-term performance

We stand by our responsibilities towards our customers, towards the environment and the people around us. We make performance stand the test of time. This is what we call – Sustainable Productivity.

Contents 45

Head head head

Text text text Atie ex essequam veliqui smodolobore mod er sum quis augait vulla conseniscil ut nostio od tio consequat alit vullandio odo delesequis nos at vercidui et sis adit veliquamet lan et quam quis nostrud dolor si Giamcommy nullutet wisl ullaor sequisis esse digna aliquip et ulputat euis dolum am il exerilit dolortions

Atlas Copco Company/DivisionA Company W thin the Atlas Copco GroupPhone 0733 37 1909 Fax 0733 370829www atlascopco com

Body copy and sender information Times New Roman, Univers or Arial. Size depends on amount of text. Margin 10 mm

A story about sustainable productivityAtlas Copco creates innovative solutions that contribute to sus-tainable productivity. We should always try to include this mes-sage: that Atlas Copco people do everything they can to ensure reliable, lasting results with responsible use of resources; human, natural and capital. Atlas Copco product benefits, services, and application should be stressed in combination; we cannot focus only on product features.

Always use photos between the barsPhotos should show the interaction within Atlas Copco and be-tween Atlas Copco and its customers. The photo should include Atlas Copco people, products, solutions, and, ideally, customer benefits. When using a single photo, it should communicate sus-tainable productivity. There must always be photos between the bars. Sizes may vary, see above.Note: In advertisements A6 and smaller the usage of the bars is optional.

Advertisements – Portrait

Head head head

Text text text At e ex essequam veliqui smodolobore mod er sum qu s augait vu la consenis il ut nos io od t o consequat al t vul andio odo de e equ s nos at ve cidui et s s adit ve iquamet an et quam quis nos rud dolor si Giamcommy nul utet w sl

ul aor equ sis esse digna a iqu p et u putat euis do um am il exer l t do ort ons

Atlas Copco Company/Div sionA Comp ny Wi h n he A l s Co co G oupPhone 0733 37 1909 Fax 0733 3708 9www atlascopco com

10 mm

10 mm

19 mm

32 mm10 mm

Bars Atlas Copco Blue gradient unless produced in black and white

Logotype Atlas Copco Blue unless produced in black and white. Placed in the bottom right cor-ner unless the advertisement is narrow. (See table below)

Single photo. Can change in size depending on text



Broadsheet 60 mm Bottom Right 120 mm Bottom Left 22 / 36 / 22 / 22 mm

Tabloid 46 mm Bottom Right 92 mm Bottom Left 19 / 30 / 19 / 19 mm



Narrow Ads 32 mm Bottom Center — — 10 / 19 / 10 / 10 mm


Headline Univers or Arial. Size depends on amount of text. Margin 10 mm


Photo Single photo or grid design. Can change in size depending on text. Use full color image unless produced in black and white

46

Head head head

Text text text Atie ex essequam veliqui smodolobore mod er sum quis augait vulla conseniscil ut nostio od tio consequat alit vullandio odo delesequis nos at vercidui et sis adit veliquamet lan et quam quis nostrud dolor si Giamcommy nullutet wisl ullaor sequisis esse digna aliquip et ulputat euis dolum am il exerilit dolortions

Atlas Copco Company/DivisionA Company With n the Atlas Copco GroupPhone 0733 37 1909 Fax 0733 370829www atlascopco com

Head head head

ext ext ext At e ex essequam vel qui smodo obore mod er sum quis auga t vu la consen scil ut no tio od t o consequat a it vul and o odo delesequis nos at ve cidui et s s adit vel quamet lan et quam quis nostrud do or si G amcommy nu lutet w sl ul aor sequis s esse digna a iquip et u pu at eu s dolum am l exe i it do ort ons

At as Copco Company D vis onA Company W th n he At as Copco G oup

hone 07 3 37 19 9 F x 0733 37 829www at ascopco com

Advertisements – Landscape


Logotype Atlas Copco Blue unless produced in black and white. Placed in the bottom-right 10 mm 10 mm

10 mm

A story about sustainable productivityAtlas Copco creates innovative solutions that contribute to sustainable productivity – Atlas Copco people do everything they can to ensure reliable, lasting results with responsible use of re-sources; human, natural and capital. This should be the message, communicated both in words and images, in all our advertising. Atlas Copco product benefits, services, and application should be stressed in combination; we cannot focus only on product features.

Always use photos between the barsPhotos should show the interaction within Atlas Copco and be-tween Atlas Copco and its customers. The photo should include Atlas Copco people, products, solutions, and, ideally, customer benefits. Find detailed photo guidelines for photos using a grid system in The Way We Do Things. When using a single photo, it should communicate sustainable productivity. There must always be photos between the bars. Sizes may vary, see above.

Note: In advertisements A6 and smaller the usage of the bars is optional but the brand promise should be used where possible.

Top bar positioned by two-logo rule when producing material in landscape.






Body copy Times New Roman, Univers, or Arial. Size depends on amount of text. Margin 10 mm

Headline Univers or Arial. Size depends on amount of text. Margin 10 mm


Bars Atlas Copco Blue gradient unless produced in black and white

Bars positioned by two-logo rule

Single photo. Can change in size depending on text

47

To signal the sender in landscape/portrait format:The logotype should be in the lower right corner. The ‘Sustain-able Productivity’ logotype should be in the lower left corner. The sending company’s name and address should be in the area for text.

To signal the sender where it is also necessary to show the reseller and/or distributor, place the name of the reseller/ distributor above the Atlas Copco company name.

Sender Indication

Head head head

Text text ext At e ex essequam vel qui smodolobo e mod er sum quis auga t vul a consen scil ut nos io od io consequat al t vul andio odo de esequis nos at vercidui et sis ad t ve iquamet lan et quam quis nost ud do or si Giamcommy nu lutet w sl ul aor sequ sis esse digna al qu p et ulputat eu s dolum am il exeri it dolort ons

Atlas Copco Company/Divis onA Company W th n he A las Copco GroupPhone 0 33 37 1909 Fax 0733 370829www a lascopco com

Head head head

Subhead subhead subhead

Text text text atie ex essequam vel qui smod al t olobore mod er sum dolut quis au gait vu la conseniscil alit ut nostio od tio conse quat alit vulland o odo delesequ s nos at vercidui et sis dolut adit veliquamet lan et quam quis nostrud dolor si Giamcommy nu lutet wisl ullaor sequiis esse dolut d gna al quip et ulputat eu s dolum am il exeril t dolortions On ut luptatummod er suscip euisl irit dolorpe ri usc p ent nulput at nis dolut aut lortie m nibh

Rit prat vel ing ex ea feuga t veros euis num augiat eu s ver t al sse min heniscilit aciliqua met nibh elis alisi Unt volor summod do od en bh ea cor se conse dio conul lan www atlascopco com

Head head head


Phone 0733 37 1909 Fax 0733 370829www atlascopco com

Text text text atie ex essequam veliqui smod alit olobore mod er sum dolut quis au ga t vulla conseniscil al t ut nostio od t o conse quat alit vu landio odo delesequis nos at vercidui et s s dolut adit veliquamet lan et quam quis nostrud dolor si Giamcommy nullutet wisl ullaor sequiis esse dolut digna aliquip et ulputat euis dolum am il exer lit dolortions On ut luptatummod er suscip euisl ir t dolorpe ri uscip

R t prat vel ing ex ea feugait veros euis num augiat euis verit alisse m n heniscilit aciliqua met nibh elis alisi Unt volor summod do od enibh ea cor se conse dio conul lan

Sender Indication Specific or Web address 1st row: Operating or legal name Univers 75 Roman 9/10 pt or Arial Bold 9/10 pt Black text

2nd – 3rd row: Company information and contact details Univers 55 Roman 8/10 pt or Arial Regular 8/10 pt Black text

4th row: www.atlascopco.com or www.atlascopco.com/xxxx Univers 75 Roman 9/10 pt or Arial Bold 9/10 pt Black text

To signal the sender in one column:The logotype should be centered. The sending company’s name and address should be above the logotype.

To signal the sender where it is also necessary to show the reseller and/or distributor, place the name of the reseller/ distributor above the Atlas Copco company name.

Head head head head headhead head head head

Text text text A ie ex essequam ve iqui smodo obore mod er sum qu s auga t vu la consenisc l ut nostio od tio consequat a it vu landio odo delesequis nos at ver c dui et sis ad t ve iquamet an et quam qu s nostrud dolor si G amcommy nul u et wisl ul aor sequisis esse digna a iquip et ulputat euis do um

Modionsed eu feugue vel i it aut aor sum zriure el et praest s ea consequ sl ullummo lor isi Ommolutpat accumsan heniat alit vel t estrud m n vul and amcor sum iurem zriure eu sl ute eugiam corperosto et vul a eummy nu put al t quisc l iquisit a iquipisl ea adit ul

putpat aut digna ad magna conulla atumsand t

Ed mod magnim ad t sl ut lore dio dolorer ciduisc l s auga t wismodia e elenismo ore doloreet ut augait au gue vent ri it eugueros do o e do ore er sumsan erostin hen scing et w s del ip e umsan ut dunt ut iusc p sit ate ming euguerat Ecte mod do u et verci eros nosto do or al quat do orer

At as Copco Company D visionPart of he A las Copco GroupPhone 0733 37 1909 Fax 0733 370 29www at ascopco com

Advertisements – Logotype, Brand Promise and Sender Indication Positioning and Sizes

Format / Page Size Logotype Position Promise Position Sender Position Margins (Top/Bottom/Left/Right)

Broadsheet Bottom Right Bottom Left Area of text 22 / 36 / 22 / 22 mm

Tabloid Bottom Right Bottom Left Area of text 19 / 30 / 19 / 19 mm

Magazine (A4, US Letter) Bottom Right Bottom Left Area of text 10 / 19 / 10 / 10 mm

Small Ads (Less than A5) Bottom Right Bottom Left Area of text 10 / 14 / 10 / 10 mm

Narrow Ads Bottom Center — Area of text 10 / 19 / 10 / 10 mm

A5 Landscape Bottom Right Bottom Left Area of text 10 / 10 / 10 / 10 mm

48

Recruitment advertisementRecruitment advertisements are a vital tool for recruiting new employees. But they are also an important brand-building tool presenting Atlas Copco to the market, to our customers, and to our competitors. Accordingly, all of our recruitment advertising should be consistent with the Atlas Copco visual identity.

BoilerplateAtlas Copco’s company description, the boilerplate, sums up the Atlas Copco Group and our offering. It provides our target audiences with an overall picture of the company and what can be expected of us. The boilerplate should be incorporated in our recruitment advertisements. The most updated version of the Atlas Copco boilerplate can be downloaded from The Way We Do Things, chapter Communications and Branding, News Releases.

Recruitment

Service Technicians

Our customer is building the longest tunnel in the China. Do you want to contribute to their high speed production?

Atlas Copco China is looking for two dedicated service technicians.

www.atlascopco.com/careers

Atlas Copco s an industrial group with world leadingpositions in compressors construct on and min ngequipment power tools and assembly systems The Group delivers sustainable solutions for increased customer productivity through innovativeproducts and services Founded 1873 the companyis based in Stockholm Sweden and has a global reach spanning more than 170 countries In 2009 Atlas Copco had about 30 000 employees and revenues of BSEK 64 (BEUR 6 0)

Bars Blue gradient unless produced in black and white

The company description Univers 55 or Arial. Black text

The most recent description of the Group, the boilerplate, can be found in The Way We Do Things, chapter Communications and Branding

Atlas Copco Compressor Technique is looking for aBusiness Line Manager Aftermarket

Would you be interested in the challenge to develop our expanding aftermarket organization? Learn more on:

www.atlascopco.com/careers

Atlas Copco is an ndust ial group w th world lead ng posit ons n compresso s construct on and m ning equipment power tools and assembly systems The Group delivers sustainable solutions for ncreased customer p oduct v ty hrough innovative products and serv ces Founded 1873 he company s based in Stockholm Sweden and has a global reach spanning more han 170 countr es In 2009 A las Copco had about 30 000 employees and revenues of BSEK 64 (BEUR 6 0) Learn mo e at www a lascopco com

Logotype Atlas Copco Blue unless produced in black and white. Placed in the bottom right corner unless the advertisement is narrow


Body copy Times New Roman, Univers, or Arial. Size depends on amount of text. Margin 10 mm

Headline Univers or Arial. Size depends on amount of text

Sustainable Productivity Logo-type. Atlas Copco Dark Gray. Placed in the bottom-left corner (See table below)

49

9. Posters and Billboards

Posters – Portrait 50Posters – Landscape 51Billboards 52

Atlas Copco posters and billboards help build the brand. They must have a uniform look.

Contents 50

Head head headX

XX

XX

XX

XX

XX

XX

Posters – Portrait

80 mm

120 mm 56 mm56 mm

Sustainable Productivity Logotype

Logotype Atlas Copco Blue. Place in the bottom-right corner. Note the margin is bigger than usual as posters are often inserted into frames. This allows the logotype to maintain the free space needed

The bars could be in Atlas Copco Blue, Atlas Copco Yellow or Atlas Copco Gray

Headline Placed above or below the bars. Univers or Arial. Size depends on amount of text

Headline can be placed above or below the bars

This area can be used for body copy or a cut-out photo

A poster has both a strong impact and a decorative function. It can be framed and put on the wall for a long period or produced only for use at an exhibition.

You should always include a sender indication such as a website address on the poster.

The positioning bars are optional on posters. However, additional elements are not permitted.

Article Number Arial 10 pt. Place in the corner so it is hidden when placed into a frame






Photo Single photo or grid design. Can change in size depending on text. Use full color image

51

Posters – Landscape

XX

XX

XX

XX

XX

XX

Head head head

Headline Placed above or below the bars. Univers or Arial. Size depends on amount of text. Area can be used for body copy or a cut-out photo

Sustainable Productivity logotype

Headline can be placed above or below the bars

Article Number Arial 10 pt. Place in the corner so it is hidden when placed into a frame






A poster has both a strong impact and a decorative function. It can be framed and put on the wall for a long period or produced only for use at an exhibition.

You should always include a sender indication, such as a website address on the poster.

The positioning bars are optional on posters. However, additional elements are not permitted. The brand promise logotype should be used whenever possible

Photo Single photo or grid design. Can change in size depending on text. Use full color image

Bars The bars could be in Atlas Copco Blue, Atlas Copco Yellow or Atlas Copco Gray


52

Head head head head

Billboards

Billboards have great brand-building impact and can, for example, be placed on airport walls or on large buildings. The positioning bars are required on billboards.

Due to such a wide landscape format, the “three-logo rule” must be broken. Instead the “two-logo rule” will determine the position of the bars. The logotype height should be 12% of the height of the billboard.

Billboard 2425 mm x 1625 mm

The logotype is 12% the height of the billboard

Format / Page Size Logotype Size Logotype Position Promise Size Promise Position Margins (Top/Bottom/Left/Right)

Billboards – Logotype and Brand Promise Positioning and Sizes

Billboards (Landscape) 12% of the Height Bottom Right Logotype width x2 Bottom Left Defined by Free Space


Sustainable Productivity logotype

53

10. Events and Promotional Material

Exhibition Stands 54Roll-ups 55Hanging Banners 56Promotional Material and Clothing 57

Exhibitions involve meeting customers and potential customers face to face. It is im-portant that the face of our communications material is consistent and easy to recognize, and that the text and other graphic elements be large enough.

54

Exhibition Stands

At an exhibition, it is important to create interest to make good contacts and strengthen the brand. The exhibition might be indoors or outdoors, it might be big or small, with many or no products; there is a great deal of freedom permitted here.

An exhibition can contain many different displays, and the positioning bars should be visible on at least a couple of them.

Maintain a uniform lookWhen more than one Atlas Copco company is taking part in the same exhibition, such as Bauma, Hannover, and Las Vegas, it is very important to maintain a uniform look. Always check with your colleagues prior to an exhibition. A consistent look will strengthen the Atlas Copco brand.

The booth should be predominantly in Atlas Copco Blue, but every Atlas Copco color is allowed.

To assure readability, use only Arial or Univers, never smaller than 20 mm. Headings should be much larger.

The corporate logotype must always be clearly displayed at the top of the stand.

When producing a five-panel stand, often the end panels are curved. When this is the case, place the logotype on the second panel at the top left. The size of the logotype is 12% of the height of the stand. Free space rules will determine the positioning of the bars.

Web addressYour website address should be shown somewhere on the exhibi-tion stand, but it does not need to be printed on every panel.

Note: Do not display distributors’ or clients’ logotypes on the products at exhibitions. These can be shown on a separate sign.

Note: Always send color samples to the printer in order to show what colors you intend. If, for any reason, you should need to make a complaint to the printer, you will have no claim if you have provided only a color code for the colors.

Exhibition stand with roll-up and podium

We stand by our responsibilities towards our customers towards the environment and the people around us We make performance stand the test of time This is what we call Sustainable Productivity

Innovating for long-term performance

55

Head head head Subhead subhead subhead

Bullet point Bullet point Bullet point

Head head head

Roll-ups

Logotype can be placed in the top-left corner or bottom-right corner

Logotype can be placed in the bottom-right corner or top-left corner

Headline can be placed above or below the bars. Univers or Arial

Space for headline, body copy (Univers or Arial), and sender information

Always use blue bars. The two-logo rule defines the position of the top bar Photo

Single photo or grid design. Can change in size depending on text. Use full-color image

Roll-ups, like posters, are a great way to create impact. When producing Roll-ups keep in mind where they will be used.

In crowded areas it is better to place the Atlas Copco logotype at the top.

For good visibility, use only a single photo.



Roll-ups 350 mm Top Left / Bottom Right — — 75 / 150 / 75 / 75

56

Hanging Banners

Subhead subhead subheadsubhead subhead

Head head headhead head head

When producing a hanging banner, keep in mind where it will be used. If placed high up in an exhibition hall it is better to place the Atlas Copco logotype at the bottom. If placed lower down the logotype will be more visible at the top of the banner.

Head head headhead head head head head

Only use a single photo and not the grid system due to visibily.



Hanging Banners 350 mm Top Left / Bottom Right — — 75 / 150 / 75 / 75

Logotype can be placed in the bottom-right corner or top-left corner

Headline can be placed above or below the bars. Univers or Arial

Photo Always use a single photo. Can change in size depending on text. Use full color image

Logotype can be placed in the top-left corner or bottom-right corner

Space for headline, body copy (Univers or Arial), and sender information

Always use blue bars. The two-logo rule defines the position of the top bar

57

Promotional material color Logotype color

Promotional Material and Clothing

When producing any promotional material it is important to use our unique and strong elements – our logotype, fonts, and our colors – in the correct way. Consistent use of our logotype and colors is important in branding our Group, which is what promo-tional material is all about.

The promotional material should also reflect innovation, quality, and functionality.

Give-away items are not only gestures of goodwill. They also serve as pleasant reminders of Atlas Copco.

Logotype• Always strive to have full free space around the logotype.• In some cases however, like on pens, the logotype gets very

small if you have full free space. On those exceptional cases, use half the free space instead.

• The logotype must never be “played with” by separating the bars and Atlas Copco.

• The logotype is only permitted in the corporate colors; Atlas Copco Blue, Atlas Copco Black, and white.

Note: Place only the Atlas Copco logotype on sales promotional material. Exceptions might apply to product launches and specific events for customers, fairs, etc.

Colors• Corporate colors must be used wherever possible. Strive to

use Atlas Copco Blue as much as possible.• If using other colors the logotype must be in the most

appropriate corporate color and never on a busy background. • When producing a woven or embroidered logotype the

producer has to use a thread color as close as possible to our corporate color.

Fonts• Use Univers or Arial.

Web addressThere are many opportunities to expose our web address on promotional material, and it should be done when space allows. Use Univers bold or Arial bold.

Promotional Material and Clothing – Material Color and Logotype Color

WhiteAtlas Copco Blue

BlackAtlas Copco Yellow

BlackAtlas Copco Light Gray

WhiteAtlas Copco Dark Gray

Blue or WhiteAtlas Copco Black

BlueWhite

Use the most appropriate colorNon-corporate color

Some promotional material like crystal and metal may look better by using a more discrete technique than a printed logotype sticker. For such items it is preferable to use techniques such as blind embossing, relief printing, and surface blasting.

Glass, Metal, etc.

58

11. Premises

Impression 59Lobby and Reception 60Facility Signs 61Facade and Roof Signs 62Flags 63

A warm welcome linked with a good visual image in the lobby and reception of our offices is important in making a good first impression of Atlas Copco, its values, work style, and culture. If the first impression is good, it is easier to communicate the message afterwards.

59

Impression

ImpressionAlways strive to give the premises an obvious Atlas Copco look by using the Atlas Copco elements when redecorating (both in-doors and outdoors). For example, instead of painting a wall red, use Atlas Copco Blue.

Welcoming feelingTake good care of your visitors.

It should be easy for visitors to find their way to Atlas Copco (from the airport, train station, etc.), and to find visitors’ parking

spaces, the main entrance, reception, and other important buildings. Indoors it should be easy to find emergency exits and restrooms.

There should always be a parking space reserved for visitors close to the entrance(s).

Offer guided workshop tours, road maps, local city maps, coffee, and other simple things that will make them feel more welcome.

60

Lobby and Reception

A warm welcome linked with a good visual image in the lobby and reception gives a good first impression of Atlas Copco, its values, work style, and culture.

LogotypePlace the logotype on the entrance door as well as on the recep-tion wall.

Reception deskKeep the reception desk tidy and decorated with Atlas Copco’s table flag. Provide Atlas Copco pens and notepads if requested.

MessagePlace a copy of the Atlas Copco book “The Atlas Copco Way” or similar in the reception and have the latest newsletters and maga-zines available. This is also an excellent opportunity to commu-

nicate who we are, what we do, and how we do things by showing up-to-date brochures and other relevant information and pictures. Pictures are an economical and easy way to increase the quality of the lobby and reception. Make sure the pictures are up to date; do not show a picture of a product you do not sell any more.

Movies / InternetIf possible, have a screen in the reception or lobby where visitors can watch the latest Atlas Copco movies or surf the Internet. If there is an internet connection, make sure the default home page is an Atlas Copco home page.

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Atlas Copco Company with a long name

Facility Signs

All facility signs are meant as a help for visitors. Make the signs easy to understand. We have a duty to our environment to ensure that our signs are appropriate to their surroundings. Different buildings require different types of signs, but use the Atlas Copco Blue logotype or the white logotype on the Atlas Copco Blue background whenever possible.

Atlas Copco Company

f Main entrance

f Visitors’ parking

g Building A

f Building B

f Building C

f Main entrance


g Workshop

hGoods terminal

3 X

X

X

3 X

2 X

X

Atlas Copco Company with a long name

Atlas Copco Company

f Main entrance


g Building A

f Building B

hGoods terminal

f Main entrance


g Workshop

hGoods terminal

3 X

X

X

3 X

2 X

X

Univers 75 Roman or Arial Bold. Black text

Univers 55 Roman or Arial Regular. Black text

Other Atlas Copco company logotypes and directions

Other Atlas Copco company logotypes and directions

Text size should be easily read from a distance

f Building D

h Building E

f Building F

hGoods terminal

If you share office space with another brand or company in the Group, you can create combined signs, but be sure to handle the Atlas Copco elements correctly and try to incorporate as much as possible of the sign layout.

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Facade and Roof Signs

Different buildings require different types of signs. On facade signs, less free space is permitted. The restricted area is reduced to half. The aim here is to display the logotype in as large a format as possible against the often limited background area provided by the sign itself.

We have a duty to our environment to ensure that our signs are appropriate to their surroundings. Use the Atlas Copco Blue logotype or the white logotype on the Atlas Copco Blue back-ground in as many cases as possible. Note: The logotype may only be used on its own (without the company name) on roof signs and on additional buildings, but can be combined with the logtypes of other Group brands on the main building facade.

Facade signs must include the logotype.

Atlas Copco Company Name

Atlas Copco Company Namewith a long name

Facade sign

Facade sign

Illuminated facade sign

Atlas Copco Company Name


Facade sign

Facade sign

Illuminated facade sign

Half the free space is allowed on facade signs


Facade sign

Illuminated signsAn illuminated sign is often required if it needs to be seen from a distance. Take particular care when producing illuminated signs. Colors are altered by the effect of light passing through them, so the color code must be adapted. Ultimately, Atlas Copco Blue is the visual impression that should be achieved. The supplier’s task is to ensure that this is the case, which means that color samples should be provided. Do not simply give a color code. If, for any reason, you need to make a complaint, you will have no claim if you have provided only a color code for the colors.

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Flags

Flags attract attention and are generally visible from a long dis-tance. When you raise the Atlas Copco flag at your facility, you are also raising awareness of our visual identity.

There must be at least one outdoor flag at each premise and one table flag in each conference room and in the reception. Flags for indoor use help us to build a stronger brand. If we show a flag in each conference room and in the reception, we will give a message to our visitors that we are proud of working at Atlas Copco.

Background colorsThe logotype is printed in white against an Atlas Copco Blue background. The advantage of the darker version of the flag is that it has a stronger visual impression and shows the Atlas Copco Blue color more prominently.

For flags on stands (used as table decorations at conferences, etc.), it is recommended that the logotype is printed in white against the Atlas Copco Blue background.

To safeguard the identity, the flags are produced by Corporate Communications and sold through Atlas Copco’s webshop at www.atlascopco.com/gear.

Flag sizesThe recommended flag size is ¼ of the flagpole’s height.

Flag Stand Flag Size (Width x Height)

Flags – Sizes for Table Decoration

400 mm 160 mm x 100 mm

500 mm 240 mm x 160 mm

64

12. Web and Digital Media

Web 65E-mail Signature 66PowerPoint Presentations 67CDs, Videos, and DVDs 68TV, Videos, and DVDs 69Group Common Databases 70

Online communication and marketing activities are important and extremely cost-effective parts of our communication efforts.

65

Web

Customers, future employees and other stakeholders use the web for company, product, service and employment information.

You can find guidelines and templates concerning the web in The Way We Do Things, chapter Communications and Branding. Please contact WebCMS Help for guidance.

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E-mail Signature

When writing e-mails, it is important for the receiver to under-stand who you are, know your title, and receive your contact information.

The web address and brand promise should always be there, but do not add more messages in the signature – it distracts attention from the main message.

It is also important to use a signature which will be under-stood correctly, therefore we should never use any symbols in the signature ((7(*8).

Instructions for creating an e-mail signature can be found in The Way We Do Things.

Note: Company information in the signature is subject to local legal requirements.

There are two different ways of adding your signature in Lotus Notes.

1. Use an HTML file.

2. Add regular text information:

• Open Lotus Notes.• Go to your Inbox.• Choose Tools/Preferences/Signature.• Mark the box “Automatically append a signature to

the bottom of my outgoing.”

Now you have to choose which signature you want (HTML or regular text).

• If you choose HTML or image file, you will have to place the edited html file here first:

Desktop: F:Notes/Data.Laptop: C:Program Files/Lotus/Notes/Data.

and then browse the file and press OK.

• If you choose a plain text signature, write your signature according to the instruction.

HTML coded signature: Best regards

First name Surname Title

Atlas Copco XX Address, Country

Phone: 1234 1234 12 - Mobile: 1234 1234 - Fax: 1234 1234 E-mail: [email protected]

Company Reg. No.: XXX Company Reg. Office: XXX

Visit Atlas Copco at atlascopco.com

Committed to sustainable productivity

Regular text signature:

Kind regards,

First name SurnameTitleAtlas Copco company nameAddress, Country

Phone: 1234 1234 12 - Mobile: 1234 1234 - Fax: 1234 1234 E-mail [email protected]

Company Reg. No.: XXXX Company Reg. Office: XXXX

Visit Atlas Copco at www.atlascopco.com

Committed to sustainable productivity

Verdana 10 pt on all e-mail signatures

Brand promise statement should be in every e-mail signature

Brand promise statement should be in every e-mail signature

67

PowerPoint Presentations

Use the electronic PowerPoint template found in The Way We Do Things, chapter Communications and Branding. The Atlas Copco logotype and frame can also be preprinted for overhead transpar-encies, if necessary.

FontsUse Arial.

FormatThe recommended format is landscape. This is most appropri-ate for PowerPoint presentations, overhead transparencies, and electronic media.

Product namesIn general, product names should not be placed in close proxim-ity to the Atlas Copco logotype. But if necessary, this should be done in a way so that the product name does not visually domi-nate the logotype. Uppercase letters in the product name may never exceed ¾ of the distance between the bars of the logotype. Ensure also that the free space surrounding the logotype is not violated.

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CDs, Videos, and DVDs

CDs/DVDsCenter the title at the top and use Univers or Arial. Additional information or an order number can be placed above or below the positioning bars.

The Atlas Copco logotype should be centered at the bottom.

CD, DVD, and video coversCenter the logotype at the bottom of the spine. The logotype should be placed in the bottom left corner on the back cover and in the bottom right corner of the front cover. Titles should be in Univers or Arial and the body text in Times New Roman.

Note: CD, DVD, and video covers have many different formats but the brand promise logotype should be used whenever possible. Above is just an example.

Head head head

28 mm

www.atlascopco.com

Head head headHead

head

head

Da

e and

place

of p

ub

licato

n

Text text text Gait, verostrud exero odolore digna feu feum adiamet, commy niatinim num vel init adiam iure facipsu scilis nullam vercipis nonum diamet num augait la adiat eugiam acil iriurem vulputet, velisl dolortisit la faccum iniam quamet eriure venim il dolorper accum dolor sit nullutpatum quisci eu-guero stinisi te vel delenis dolore duis augue feugue tat lut dolore faccum am, vullam ip essenibh euis alit dipsusci dolobor ipit veliqui bla autpatum zzriure.

Vulla feui exer sed tat lum augiam velis eliquat. Olore do odolum nulput aliquat ueraesto dolorerosto eugiamc onsenibh exeraestrud tie ming eugiam-commy nulputpatue te feuisisisl dolorper iusto commy niamcon sendrerilis nullandrem zzrillan eu feuiscinim quam augiam, velestin henis nummodig-nim et nulputem vent ut wis dip er ad magna aut lobore molor sequamcorem illuptat ullandignibh esto do duis nissecte delessim vulputa tuerit aliquis numsandipsum incil ip erat lutetum sandit adio consequis endrem nullum volobor at eugait aut.

Autpat lan vel ese volor suscin euis ea core facidui bla feugait vol oreetue euisl dolor inis nos dolor sum alit wis nisciliquam nisci blam et prat nonse veliquatie mod te vulla conum dolenibh exercidunt exerci ea feu facin et, sum qui blaore do conse ea cor alit luptat irit la faci exerit at. San voloborem dipis et adio commoluptat. Iduis deliquis nonse niam, conse dolor iureet adignim do dionulp utpat.

Head head head

Atlas Copco Blue bars

Headline. Univers or Arial. Size depends on amount of copy

Logotype and sender indication must be placed on both back and front covers. Logotype must also be placed on the spine

Headline. Univers or Arial. Size depends on amount of copy. Head-line should match the headline on the front cover in positioning

Body copy. Times New Roman Regular

Logotype Atlas Copco Blue. 28 mm. Margins, see chapter 3

Headline. Univers or Arial. Size depends on amount of copy

Blue bar. The three-logo rule defines the position of the top bar

Photo can vary in size depending on content

Logotype is 28 mm wide. The logotype free space will define the position of the bars

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TV, Videos, and DVDs

TV, videos, and DVDsOnly the Atlas Copco Blue logotype is to be used in TV advertis-ing, videos, etc. Strive for the best possible contrast against the background. Short animated sequences with the logotype are permitted. The final image in the animation should show the logotype as a still picture.

Note: Pay particular attention to colors when producing elec-tronic images. Colors in electronic media are altered by the light behind them, which may mean that the color-coding will need to be adapted. Ultimately, it is the visual impression of Atlas Copco Blue that we want to achieve. It is the task of the suppliers/pro-ducers of electronic media to ensure that this is the result, which means that color samples always should be attached to orders. Do not simply send color codes. If, for any reason, you need to make a complaint, you will have no claim if you have provided only a color code for the colors.

When the Atlas Copco logotype is the only element used, it should not be less than half the width of the screen image

70

Group Common Databases

NavigatorThe navigator in the database must contain the Atlas Copco logotype and the name of the database together with the database specific menu items.

Background colorThe background color used in the navigator and documents is white. For complementary colors see Logotype and Graphical Elements, Colors.

The Atlas Copco logotypeThe logotype for electronic media must be used. The logotype should be centered in the top of the navigator. The logotype is 148 x 70 pixels and the logotype should be surrounded by half the free space.

The name of the databaseThe database name should be displayed immediately below the logotype. Use Arial 12 pt, bold, Atlas Copco Black or Atlas Copco Blue.

Menu itemsThe menu item in the navigator should be displayed below the database name. The free space between the database name and the first menu item should be the same as the free space used for the Atlas Copco logotype. Use Arial, bold, 10 pt.Bullets can be used in connection with menu items. The bullets should be Atlas Copco Black, Atlas Copco Blue, or Atlas Copco Yellow.

Document headersThe Atlas Copco logotype must be displayed on the document. The logotype used should be 80 x 40 pixels. The logotype should be surrounded by free space.

FontsArial, bold 12 pt is used for headlines. Verdana, plain 9 pt is used for body text.

Arial Bold 12/auto pt. Blue or black text

Arial Bold 10/auto pt. Blue or black text

Logotype Atlas Copco Blue 148 x 70 pixels. Half free space/restricted area

71

13. Products

Colors 72Product and Parts Labeling 73Small Products and Consumables 74Large Products 75

An Atlas Copco branded product must be recognized as Atlas Copco.

72

Colors

The following product colors are allowed: Atlas Copco Yellow, Atlas Copco Light Gray, Atlas Copco Dark Gray, and Atlas Copco Black. Color specimens for all our product colors are available in our webshop www.atlascopco.com/gear.

Please note that color specimens for products have a range of glossiness, the glossiness is important for the impression of the color.

PRODUCT NAME

PRODUCT NAME

PRODUCT NAME

PRODUCT NAME

PRODUCT NAME

Unpainted products are also allowed, but only for consumables. Each product color has a defined logotype color and product name color; see the illustration above.

Fonts to be used are Univers 75 or Arial Bold. The logotype must be clearly visible. Letter height should never exceed ¾ of the space height (X).

Yellow painted product with black logotype and text

Dark gray painted product with white logotype and text

Black painted product with white logotype and text

Light gray painted product with black logotype and text

Non-painted product with engraved logotype and text

X

X

X

X

X

73

Product and Parts Labeling

The Atlas Copco brand has high recognition and should be clearly visible on our products. All products must have Atlas Copco logotypes and product names strategically placed as decals or signs.

Unpainted consumables and small products may also use an engraved logotype and engraved product name. If a surface will be worn quickly, the logotype can be engraved.

Parts branding The smallest Atlas Copco logotype allowed on parts is 15 mm. A minimum of half the free space is required around it. The Atlas Copco logo can be white, black or Atlas Copco blue. The Atlas Copco logo should always be prioritized over the genuine

PRODUCT NAME X

parts symbol. Arial is the preferred font for parts branding.

PlacementNever abuse the logotype’s restricted area. Consider how the products are used (at work, at exhibitions, during training) when deciding the logotype and product name position. The logotype must always be clearly visible. Avoid putting the logotype and product name where they will be worn quickly.

Always place the logotype in front of the product name, ex-cept for large products where there is a need to place the logotype and product names symmetrically on the sides (for example when it comes to drill rigs, loaders, and mine trucks).

First choice: Rectangular space for logotype and product name

PRODUCT NAME

Square space for logotype and product name

PR

OD

UC

T N

AM

E

PR

OD

UC

T N

AM

E

Second choice: Rectangular space

for logotype and product name

Last choice: Rectangular space

for logotype and product name

PRODUCT NAME

PRODUCT NAME

PR

OD

UC

T N

AM

E

PR

OD

UC

T N

AM

E

Fonts to be used: Univers 75 or Arial Bold

The logotype must dominate the product name; therefore the product name letter height must not exceed ¾ of the height of the space between the bars (x)

Product names must be placed outside the logotype’s free space/restricted area

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Small Products and Consumables

There must be a logotype and product name on small products and consumables. The logotype should be clearly visible.

For larger consumables the logotype must be bigger than the logotypes used on smaller consumables. It is best to have one size of logotype for a certain size range (instead of having many different sizes).

Fonts to be used: Univers 75 or Arial Bold

The logotype must dominate the product name; the product name letter height must not exceed ¾ of the height of the space between the bars (x)

Product names must be placed outside the logotype’s free space/restricted area

PR

OD

UC

T N

AM

E

PR

OD

UC

T N

AM

E

PR

OD

UC

T N

AM

E

PR

OD

UC

T N

AM

E

PR

OD

UC

T N

AM

E

PR

OD

UC

T N

AM

E

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Large Products

There must be at least two logotypes and product names on large products, but preferably a logotype will be visible from all sides – especially from the side most often displayed (at the work site and at exhibitions). The logotype requires the usual restricted area around it. Additional logotypes that are meant to brand a product distract from the Atlas Copco brand and must be avoided. Any exceptions must be approved by the Brand Council.

The web address www.atlascopco.com should always be placed on products when the space allows. Use Univers or Arial.

Large products are usually used for a long time by the customer, and they often put their own logotypes on the product. If there is no space for the customer’s logotype, they will use the Atlas Copco logotype’s restricted area – therefore when designing the product shape, bear in mind creating obvious places for the customer’s decals.

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14. Service

Packaging 77Vehicles 78Service Symbol 79

One-to-one interaction with someone representing the brand makes a lasting impression. When it comes to communicating the brand, people will always be the most important resource. Personnel with close customer interaction, such as sales and after-market engineers, are brand ambassadors.

77

Packaging

When the packaging is used in the marketing of a product, spare parts, accessories, etc., the Atlas Copco pattern can be applied. It is recommended that you use one of the five color versions of the pattern. For further information about the pattern and color-ing, see chapter Logotype and Graphical Elements.

If, for economical or practical reasons, it is not feasible to use the pattern, use a brown package.

For packaging that never reaches the end consumer, brown or gray recycled cardboard boxes are used. The Atlas Copco logo-

type is applied clearly visible and preferably at the lower right on the box.

To avoid confusion, separate the product name or trademark from the Atlas Copco logotype so that both have maximum visual impact.

On the label, place the Atlas Copco logotype in the lower right corner. Information such as the web address, product name, and “genuine parts” should be placed on the label.

Product name123456789-1234Genuine Parts

www.atlascopco.com

78

Authorized service

www atlascopco com

Au hor zed service

www atlascopco com

Vehicles

All graphic design elements placed on commercial vehicles must be reproduced only from approved artwork originals. Wherever possible, the Atlas Copco logotype should be produced in the Atlas Copco Blue color against a light background.

The logotype is placed on the front doors of the vehicle. Please make sure that the surface of the doors is flat.

On trucks, place the logotype on the front doors and, where suitable, on the sides and back of the vehicle. Make sure you have enough free space around the logotype.

If you wish to expose another symbol such as the service symbol or use a message such as the web address, place these as shown above. Use the typeface Univers or Arial.

The blue positioning bars may be used on vehicles.

Note: Always send a color sample to the printer to show what colors you intend. If, for any reason, you should need to make a complaint to the printer, you will have no claim if you have provided only a color code for the colors.

Place message or web address here

Alternative Symbols

Example of a service vehicle used by several brands

79

Service Symbol

This is the service symbol of the Atlas Copco brand. The service symbol must never be altered in any way. Never distort the sym-bol by using shadowing, condensing it, etc.

The service symbol is available in The Way We Do Things, chapter Communications and Branding.

ColorsThe service symbol can only be reproduced in black, white, or Atlas Copco Blue.

The service symbol, or any other symbol, may not dominate the Atlas Copco logotype.

80

15. Identity Guidelines for Distributors

Identity Guidelines for Distributors 81

A customer should be able to expect the same service and support from a distributor of Atlas Copco products and solutions as from an Atlas Copco company directly.

81

Identity Guidelines for Distributors

Atlas Copco brand identity guidelines for distributors are available at www.atlascopco.com/distributors. They can also be ordered from the webshop at www.atlascopco.com/gear, and downloaded from The Way We Do Things, chapter Communications and Branding.

This manual is aimed at distributors with a valid Atlas Copco agreement only.

Atlas Copco Brand IdentityManual for Distributors

82

16. Follow-up / Scorecards

Follow-up / Scorecards 83

83

The brand portfolio strategy is fundamental to the Atlas Copco Group. Brand positioning is the art of creating a clear and unique image in the minds of customers and other stakeholders. This ap-plies to all brands in the Group and the objective is to be the first choice of these prioritized stakeholders. The brand management process is established to safeguard the governance structure and the brand values.

Brand investment follow-up and the Control Self Assessment ensure that proper investment is made and that the structures and processes are in place for good brand management. A rationaliza-tion test helps ensure that brands have the appropriate role in the brand portfolio.

Two performance indicators are used to follow up on the suc-cess of brand positioning and strategy: the brand awareness sur-vey and Net Promoter Score, which measures customer loyalty.

In The Way We Do Things you can find a guide to the Brand Management Process as well as to each of these scorecards.

Follow-up / Scorecards

MANUAL

PROC

ESSES

VISION

MISSION

VALU

ES

ENDORSEM

ENT

BRAND PROTECTIONBRAND IDENTITY

BRAND PROMISE

BRA

ND

PL A

TFO

RMST

RUCT

URES/

SCORECARDS

1. DEFINE BRAND

POS

ITION

ING

2. CR

EA

TE AND ENFORCE BRAND GUIDELINES

BRAN

D STRATEGY

3. FO

LLOW UP ON

BrandManagement

ProcessThe brand portfolio strategy is fundamental

to the Atlas Copco Group. Brand positioning isthe art of creating a clear and unique image

in the minds of customers and other stakeholders.This applies to all brands in the Group and

the objective is to be the first choice of theseprioritized stakeholders. The brand

management process is establishedto safeguard the governance

structure and thebrand values.

VisionEach brand has a vision

to become and remainFirst in Mind—First in Choice®

in the markets and segmentsit targets.

MissionDefining customer needs and how the

brand meets those needs is a first stepin brand positioning. Each brand

should have its own specific focusand role; customer needs,

industry segments, customertarget groups and even

geographic areas should beas well defined as its

products and solutions.

ValuesThe Group’s core

values—interaction,commitment, and

innovation—are sharedby all brands owned

by Atlas Copco.However, each brand

must find its own way toexpress these values.

EndorsementAtlas Copco-owned brands

should communicate that theyare part of the Atlas Copco Group.

Brand protectionA brand is an asset. As such,

Atlas Copco registers and protects itstrademarks and domain names.The Brand

Council can offer guidance and support.

Brand identity manualTo ensure consistent and professional communications, the brand identity manual presents appropriate graphic rules and guidelines.

Brand promiseEach brand must havea brand promise, a statementof the lasting, relevant, anddistinctive benefits customersassociate with the brand. Thispromise should stand out anddifferentiate the brand from otherbrands in the market.

Brand platformThe brand platformspecifies the brand’scategory, what it shareswith other brands, itscore competence, andits business culture.

Structures/ProcessesRegular brand investment follow-up and the Control Self Assessment ensure that proper investment is made and that the structures and processes are in place for good brand management. A rationalization test helps ensure that all brands have an appropriate role in the portfolio.

ScorecardsTwo performance indicators are used to follow up on the success of brand positioning and strategy: the brand awareness survey and Net Promoter Score, which measures customer loyalty.

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17. Glossary

Terminology 85

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A brand is more than just a name used to identify and distinguish a specific product, service, and/or company; it is an asset with value, and must be carefully managed. A brand also has an im-age and identity, which represents all the qualities of a product, service, and/or company to a consumer. Brand image consists of all the information and expectations associated with a product or service. Brand experience consists of all the points of contact with a brand – what we call touch points.

Brand management The art of creating and maintaining the value of brands and trademarks.

Brand promise A statement or phrase that encapsulates the positioning concept. Another word is motto.

Coated paper Paper with a layer of surface material.

CMYK (four-color printing) If you create printed material with color photos or illustration the printer use the CMYK’s four colors: yellow, magenta (red), cyan (blue) and black. With these colors you can create thousands of different tints, which you can utilize in headings and so on without a higher cost for the print.

Image How the company/product/service actually is perceived (awareness, knowledge, attitudes) in the eyes of customers/the general public/the market.

Legal name The registered name of a legal entity; for example Atlas Copco AB.

Logo/logotype Logotype, or logo, refers to a graphic mark or emblem commonly employed by companies and organizations to aid and promote instant public recognition. Logos may be purely graphic (symbols/icons), or may include the name of the organi-zation, or even a brand promise or tagline, for example.

“Walk the Talk” How employees communicate the brand through their behavior.

NCS (Natural Color System) This color system is used when printing on surfaces other than paper, for example wood, textiles, plastic, etc.

Terminology

Operating structure The way the Group is organized to operate its businesses, and the structure of responsibility for the opera-tions. Each operating unit has a Business Board.

PMS colors When creating printed material with color plates, but without color photos or illustrations, the PMS colors are to be used (today PANTONE® is commonly used). There are thou-sands of tints and if you print with screen you can print the colors in percentages, for example 10%, 20% … up to 100%.

Positioning The way you want the company/product/service to be perceived in the mind of the target group and be differentiated in relation to its competitors.

Profile The way you want the company/product/service to be perceived.

R-symbol (®) A registered trademark may be accompanied bythe R-symbol, at least on the first occasion the registered trade-mark is used in a text.

TM (™) A symbol used to show that a name, word, phrase, logo, symbol, design, image, or a combination of these elements is claimed to belong to a certain supplier, but is not yet a regis-tered trademark.

Trademark A trademark is a type of intellectual property, andtypically a name, word, phrase, logo, symbol, design, image, or acombination of these elements. It is used to identify that a prod-uct or service originates from a unique source, and to distinguish products or services from those of competitors.

Uncoated paper Paper without a layer of surface material.

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Atlas Copco Brand Identity Manual 2010

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Transcript of Atlas Copco Brand Identity Manual 2010