Introduction

The value of product branding

Our products are the most effective ambassadors of our brand. To enable our products to build the brand, to increase their perceived value and to ensure the consistency of all encounters with our brand, we have defined clear Atlas Copco product branding guidelines.

 

Providing hands-on guidance in the creation of strong common product branding, these guidelines allow enough flexibility to be well-suited for all existing products as well as products that will be developed or acquired in the future. The branding elements have been introduced to unify and improve the product appearance and to increase the value, visibility and recognition of the Atlas Copco brand.

 

With all visual elements associated with a brand closely integrated, the result can be extremely successful, creating a brand that is immediately identifiable and unmistakably unique.

General

What is the intention of the product branding?

  • To attract customers
  • To communicate sustainable productivity in all aspects
  • To increase product value
  • To make our sales people proud
  • To unify all our product ranges, presenting us as ONE company

How is the product branding going to be used?

  • For brand transitions of the current Atlas Copco branded range whenever possible
  • For all new product design projects
  • For brand transitions from any brand into Atlas Copco

What is the goal?

  • To make the Atlas Copco brand recognizable, unique and even stronger

The unifying elements

The Atlas Copco logotype must always appear dominant. The product name must never be larger than the logotype.

 

Main branding elements

The Atlas Copco product branding consists of four unifying elements:

 

  1. White Atlas Copco logotype
  2. Dark gray logotype background
  3. Blue tag with white product name
  4. Atlas Copco product colors

 

Each product company is responsible for their usage of our four product colors based on their functionality, heritage and market. To create a unified appearance it is preferred to align the product colors of products within the same product line or market.

General appearance

With the blue tag we create a unique branding component and include our strong visual identity also on our products.

General appearance

All our products share the common Atlas Copco logotype in white, the common dark gray background for the logotype and the common blue tag with the white product name.

 

By keeping these first three main branding elements consistent we reach a strong unification and stay flexible in the usage of our four product colors: yellow, dark gray, light gray and black. Unpainted products, for example for metal surfaces, are also allowed, but only for small-sized products and consumables. The product colors can be combined, but no other colors are allowed.

Atlas Copco colors showed with examples of rectangular 3D shapes