How To Make A Difference - Kaercher-media

How to makea differenceOur Brand DesignStatus: 16. September 2014

Style guideContentsOur BasicsPage 2Our applications1Our brand identity088Our advertisements2Our brand name099Our brochures 513Our corporate font1410Our website 564Our colours 1711Our business equipment12Our packaging 605Our pictorial world206Our pictograms and illustrations337Our design principle40Information & Contact465862

Whether you start withMount Rushmore or yourown driveway – there aremany ways you can makethe world a little bit better.Page 3

It is not just what you do thatcounts. It is also how you do it.That is why we design tools thatmake a difference. For peoplewho make a difference everyday.Page 4

We make every dayextraordinary. We makeeveryday heroes.Page 5

A strong jointcommitmentOur heritage as an engineer brand“Can-do-Attitude”We makeeveryday heroesThe three dimensions of importance:Providing our customers with products they needAppreciation of our employeesExcellent products and servicesPage 6

1Our brand identityBrand tonalities How we make thingsPOWERFULOur brand is bold, decisive and energetic.NOT uncertain and introverted.REFRESHINGOur brand is positive and surprising with a smile.NOT static or conservative.STRAIGHTFORWARDOur brand is authentic and clear.NOT arrogant and complex.Page 7

1OUR BRAND IDENTITYWHAT WE STAND FORWe want a world that shines – now and in the future.We won’t achieve that by talking. But by doing.We never stop working to make our design elementsas simple and efficient as our products. We’re alwayspowerful, refreshing, and straightforward. That’s howwe ensure results that are clean. And that applies toour design as well.Page 8

2TYPICAL KÄRCHER:ALWAYS ACLEAR MESSAGE.OUR LOGOPage 9

2Our brand nameOverview Logo versionsLogo with claimLogo without claimPage 10

2Our brand namelogo protection zone Logo with claimThe minimum protection zone around the logo with claimis defined from the height of the capital letters of the brand name.The minimum protection zone is 1K.Page 11

2Our brand namelogo protection zone Logo without claimThe minimum protection zone around the logo without claimis defined from the height of the capital letters of the brand name.The minimum protection zone is 1K.Page 12

2Our brand nameLogo databaseColourFile format4C (four-colour print)Black (1C Black)White (1C White)CO (Colour)epspngwmfpsdKaercher Logo claim 4C neg.epsfileNameLogoKaercherFile specificationClaimadditional informationLogo with claimLogo without claimrgb (RGB Master file)neg (Negative Version)The logo is available in two versions: with and without claim.If the 4C version cannot be used, it is recommended to use the negativeThere are also three different colour versions: version (brand name and logo in “White”, bar in “Yellow”). If these logo “4C” (Print) and “Colour” (Web and Office applications) versions cannot be used, it is recommended to use the “Black” or “White” “Black” and version. “White” with a bar under the brand name in the primary colour “Yellow”Defined in all files is a standard logo size with a width of 100 mm.The logo version primarily to be used is the defined 4C version withThe logo database also contains different file formats: eps, jpg, pngbrand name and logo in the primary colour “Black” and the bar in theand wmf.primary colour “Yellow”.Page 13

3OUR PRODUCTS AREEFFICIENT, BUT AS QUIETAS POSSIBLE.THAT’S SOMETHING WECAN SAY LOUD AND CLEAR.OUR TYPEFACEPage 14

3Our corporate typefaceFF Clan ProK7AaBbCcDdEeFfGgHh1234567890?!@ %¾§ Powerful, easy to read and versatile: Our corporate typefaceFF Clan Pro, designed by Lukasz Dziedzic, has character.The modern Sans-Serif font accentuates our claims with a totalof seven styles and further narrow and condensed variants.Type font:Narrow Black Narrow BlackHeadline (Print Corporate, Professionalund Home & Garden outdoor)Headline 1 (Web)book / BoldBoldSubheadline/Accentuations(Print Corporate, Professional,Home & Garden outdoor)Headline 2 (Web)Narrow bookMediumHeadline (Print Home & Garden indoor)Headline 3, 4, 5, 6 (Web)book / MediumSubheadline /Accentuations(Print Home & Garden indoor)BookCopy texts (Print Corporate,Professional und Home & Garden) outdoor)NewsCopy texts (Web)FF Clan ProFF Clan Pro Narrow Black/FF Clan Pro Narrow BookPage 15

3Our corporate typefaceOverview Substitute fontsArialAaBbCcDdEeFfGgHh1234567890?!@ %¾§ Arial regular/ italicArial bold / bold italicOffice and PowerPoint applicationsArial is defined as the substitute font for all Office applicationsand PPT presentations. As a standard system font, it is availableon all computers and platforms worldwide.Non-Latin alphabetsThe following font is recommended for non-Latin text:Cyrillic: Helvetica Neue LTPage 16

4WITH YELLOW ANDBLACK, THERE’S NO ROOMFOR EVERYDAY GREY.OUR COLOURSPage 17

4Our coloursOverviewWhiteYellowBlackPetrolOliveThe primary colours in our logo are “Yellow” and “White”.Highlights are set by our five accent colours, which are defined in the following.Page 18RedSandGrey

4Our colourscolour definitionPrimary coloursPANTONE Yellow BasicCMYK 0.0.100.0RGB 255 236 0HEX #FFDE00HKS 3RAL 1018 (zinc yellow matt)3M Scotchcal Series 100 F -15YellowPANTONE BlackCMYK 0.0.0.100RGB 0 0 0HEX #000000HKS 8RAL 9017 (traffic black)BlackWhiteCMYK 0.0.0.0RGB 255 255 255HEX #FFFFFFRAL 9010 (pure white)Accent colourspetrolPANTONE 315 CCMYK 80.30.35.0RGB 35 140 150Sand90 %70 %50%30 %10 %PANTONE 414 CCMYK 0.0.15.40RGB 177 176 16190 %70 %50%30 %10 %Branding colourGreenPage livePANTONE 5555 CCMYK 55.0.50.40RGB 75 137 10590 %70 %50%30 %10 %redPANTONE 7628 CCMYK 30.100.80.0RGB 182 26 4590 %70 %50%30 %10 %greyPANTONE 2334 CCMYK 0.0.0.70HEX #E3E3E3RGB 110 110 11090 %70 %50 %30 %10 ED)#F8F8F8)

5WE MAKE EVERYTHINGSHINE. THAT INCLUDESOUR HEROES.OUR IMAGERYPage 20

5Our pictorial worldIntroductionOur solutions and services change the everyday lives ofour customers. Because we provide them with productsthat enable them to make a real difference. Any time,anywhere.Our core message is reflected in our pictorial world:“We make everyday heroes” means that our products,customers and employees always come first. We areproud of what we produce. And we also show it.Our brand tonalities define what our pictures e 21

5Our pictorial worldguide value defined tonality definitionsStraightforwardWe are real, accessible andstraightforward and alwaysput people, products andservices first.Page 22

5Our pictorial worldguide value defined tonality definitionsRefreshingWe always present our motiveswith an element of surprise, excitingand slightly exaggerated.Page 23

5Our pictorial worldguide value defined tonality definitionsPowerfulWe are proud of our products.We like to show them – best ofall with a smile.Page 24

5Our pictorial worldFormal criteriaWe are contrast-rich, sharp, bold and frontal.We use a slightly desaturated, but consistentcolour scheme and vibrant lighting across allcategoriesPage 25

5Our pictorial worldPicture categoriesCommunicative & brand characterisingOur productsOur visionHow we see the world. Based on emotional,metaphoric pictorial worlds(Campaign)Campaign Landscapes (References) Architecture (References) Person in room Portrait photosReferencesHow we see our products.Product presentation(Architecture and landscapes) Product Location shotStudio shot Campaign, employeesInformative & explanatoryOur target groupsOur productsWhat we provide. Generous scenarios(landscapes and architecture) Persons (“heroes”, person inroom, person and product)Product details. Product displays Product detailsTrade and industryPerson and productPerson and productStudio shotPage 26hero (product displayon a white platform withyellow background)

5Page 27Our pictorial worldPicture categories Communicative & Brand characterising Our vision

5Our pictorial worldPicture categories Communicative & Brand characterising Our productsStudio shotLOCATION shotProducts in the studio and location categories are always photographed confidently andslightly exaggerated. Product form and details are emphasised by a high depth of focus anddetailed illumination to produce a slightly exaggerated effect.For products in the studio category, the background is always one-colour in the primary colour“Yellow”. In addition, products are placed on a white platform (colour field in “White”).Page 28For products in the location category, the background is always graphically reduced.The platform can be presented with restrained image areas depending on the picture content.

5Our pictorial worldPicture categories informative & explanatory Our target groupsEXAMPLE: PROFESSIONALWe present our products in generous, impressive scenarios.Our main actors and products appear as heroes, whilst surroundingelements and backgrounds are clear, graphic and reduced.Page 29

5Our pictorial worldPicture categories informative & explanatory “Everyday heroes”Example: Everyday heroesWe present people confident, proud, credible and accessible – witha smile. They stand as heroes centre stage – clear, graphic and reduced.Page 30

5Our pictorial worldFormal basic principle ChecklistOur e following take centre stage:people, products and servicesPowerfulConfidentWith a smileRefreshingSurprisingExcitingSlightly exaggeratedFormal criteriaContrast-richHigh depth of focusBoldDesaturatedConsistent colour schemeVibrant lightPage 31Our productsOur target groupsOur target groups“Everyday heroes”

5Our pictorial worldFormal basic principle Picture composition and PerspectiveCentrelineCentrelineImage detailExample of use in “Home & Garden”advertisement DIN A4Page 32CentrelineImage detailExample of use in “Professional”brochure DIN A4Image detailExample of use in “Home & Garden””poster DIN A1

6Page 33A GLOBAL SYMBOLAGAINST DIRT.OUR PICTOGRAPHSAND ILLUSTRATIONS

6Our pictograms and illustrationsDerivation Form languageProportionsWeight of type differencesPictorial worldFormal style based on the logoFF CLAN PROKÄRCHERABCHKMNOXFormal style based on the new corporate typeface Thedefinition of the design elements is oriented on formal criteria for Primarilyused are the defined primary colours “Yellow”, “Black”the corporate typeface FF Clan Pro. Weight of type differences – as boldand “White”, whereby the accent colours are only used to a limited outlines or thin lines for detailed presentations – are also an importantextent for illustrations. The branding colours “Green” and “Cyan”part of the design.are only used for eco!ogic and eco!efficiency badges. Allpictograms and illustrations are two-dimensional and dispense withthree-dimensional or plastic effects.Page 34Angles, geometrical shapes, flatness

6Our pictograms and illustrationsOverview basic modulesCOMMUNICATIVE ELEMENTS (FOR EXAMPLE SPEECH BUBBLES) ACCENTUATIONS (FOR EXAMPLE EMBLEM) DIRECTION (FOR EXAMPLE ARROWS) Page 35

6Our pictograms and illustrationsOverview Applications Hands and arrowsHandsPage 36Arrows

6Our pictograms and illustrationsOverview Applications Badgeseco!ogicGl OB AlwArrAntYeco!efficiencyeco!ogic and eco!efficiency:Evolutionary further developmentGlobal WarrantyEye CatchersPage 37GlOBA lwArrAntYGl OB AlwArrAntY

6Our pictograms and illustrationsOverview Applications PictogramsPrimary useUse in all mediaUse on the web: “Active”Use in all mediaUse on the web: —Use in all mediaUse on the web: “Default”Special casePackaging:“Not applicable”Page 38

6Our pictograms and illustrationsOverview Applications Illustrations1. Background: “White”Product: “White”Highlight: “Yellow”cLeaning300 WBrUshingempTYing2. Background: “Yellow”Product: “White”Highlight: “Yellow”Br300 WBrUshingempTYingcLeaning3. Background: “Yellow”Product: “White”Highlight: “Yellow”cLeaning300 WPage 39BrUshingempTYing

7WE STAND FORCLEAN SOLUTIONS.IN OUR DESIGNAS WELL.OUR DESIGN PRINCIPLEPage 40