graphical user manual
Contents
1. On those occasions when you use transparent images in your advertising and printed material for example of products stands packaging etc you ll tind our image background extremely useful It has been developed to high light and bring the images to life making them stand out better The back ground is a vectorised template that can be downloaded from our media database Pablo lo access it go to our website where there is a link and a form for requesting a password eet di E ia ia a a TS fie m eS SS oi 1 a Ped bale i Se Pa nh ees 2 x e Graphic elements highlights When you want to emphasise something particular in your printed material and ads e g promotional prices news competitions events demos etc use our profiled highlights These are available as ready made templates trom our media database Pablo Choose between green and red Use them in moderation One per item is enough otherwise you risk damaging the success of the communication RRP 645 99 Graphic elements 6 3 Graphic elements images The image is probably the strongest of our various graphic elements We can use it to arouse the customer s interest and set us apart from our competitors We have now created a large internal image library within ESSVE Here you ll find product images profiling images situational images and packag ing images and the number is constantly growing Contact the market ing department for a2. Graphic guidelines Version 1 0 A B amp B TOOLS COMPANY Graphic guidelines Contents 1 0 Introduction what and why 2 0 Our customer promise in practice 2 1 How to write 3 0 ESSVE and ESSVE 4 0 Our logo 4 1 Positioning 4 2 Clear space 4 3 Size 5 0 Typeface 6 0 Graphic elements 6 1 Colour amp decoration 6 2 Image background 6 3 Highlights 7 0 Images 7 1 Image library 7 2 Studio ESSVE 8 0 Printed material 8 1 Products amp services 8 2 Campaign material 9 0 Point of Sale material 10 0 Advertising 11 0 All templates What amp why Everything we do affects the way customers see us everything we say and write how we behave how we present ourselves and our products our printed material and our advertising In every context we must reflect our customer promise ESSVE provides smarter solutions for a good job faster For all of us to be seen as part of the same company we have to act uni formly and put forward the same strong arguments in the same consistent manner Doing this also allows us to benefit trom the important synergies generated by our centrally and locally produced communications This en ables all of us to get even more out of our efforts This manual contains practical graphic guidelines for our printed material and our advertising You will tind clear examples of printed material signs and ads along with intormation on the typefaces we use logos colour samples and
3. It deserves It must not under any circumstances be changed or cropped The logo must always be placed on our green signature colour Read more about our signature colour on page sid 6 1 Note The symbol must always be included with the logo Do not remove it Logo in different file formats The logo can be downloaded in two different tile formats eps and jpg They have different areas of use eps is a vectorised version i e it can be expanded and contracted while retaining the same proportions This format covers the vast majority of needs jpg is a pixel based format for use primarily in digital media as banners etc but also in Word templates Our logo 4 0 Our logo positioning Wherever the logo appears it must be easy to see and identity We must be consistent with the logo s size positioning colour and spacing It should be placed in the right hand corner in the bottom corner of leaflets and in the top corner of ads and signs On clothing give aways signs and so on the positioning may be decided on a case by case basis On clothing the positioning can also be a little more discreet The logo is placed in the top right hand corner ot ads and signs e Decking screw Faster work Less effort The decking screw that makes Kids happier No more kids in tears with splinters in their feet when you use Cutters CorrSeal Smart twin threads and cut ting grooves sink the whole screw int
4. bly in an unusual and inventive way It has to reflect our customer promise about smarter solutions In this case we ve focused on the Cutter s ease of sinking and reduced risk of splits and splinters ESSVE The decking screw that makes kids happier One ad one argument Concentrate the text ee around just one strong customer benefit if pos sible This increases the chances of capturing the attention of the reader Our web address must always be included coating also mean that it goes in more easily It takes 30 les snergy from you ad your screwdriver 1ich naturally akes the job faster ond easier You can also be sure that your screws will last as they 1 A come with the top corrosion protection on tl market j In bodytext always write ESSVE in upper case In the text turn the product s properties into advantages for the user Base this on the needs and problems of the builder Always write trom the user s perspective avoid using we Communication must be quick and concrete Go straight to the customer benefits without any diversions Remember that fixings are a low interest area for the customer However he is always interested in saving time and effort Our customer promise 2 0 Our customer promise in practice how to write We want to communicate the fact that we solve customers fixing problems with our innovative and smart solutions and that we have pro
5. ducts Even and high carbon content coupled with alloys of manganese and silicon guarantees a hot galvanised layer of at least 70 mp RRP 645 T499 Excl VAT 624 incl VAT Art no 226053 lt NOBB no 21795567 Printed material products amp services Our leaflets for product presentations follow a set design that you must not change Use our ready made templates and add as many pages as you need Format 109 x 210 mm Border top and bottom Heading with descriptive line of text Logo in bottom right hand corner Decking screw Faster work Less effort Printed material 8 1 Printed material campaigns Printed material tor a campaign can take on a freer form However the green border and our highlights remain compulsory The rules on the logo and our font also still apply We recommend using our templates as a start ing point when designing your own campaign material Example of campaign material Here our logo works like a V l NAILGUN CAMPAIGN NEWS PAPET title 15 10 09 28 02 10 The freer design allows for multiple highlights The border at the top and bottom follows our graphic guidelines That s V ae nailed it Complete packages for professionals COMPETE amp WIN e PAGE 8 Printed material 8 2 Point of sale material It is essential that your point of sale material also keeps to the same consis tent design as our other material This applies to everything
6. ducts for all fixing needs in our broad and extensive range If we can do this we ll win the battle for customers But saying that is not enough After all everyone says that their products are innovative unique etc So we also have to communicate a little better a little more clearly and a little faster than our competitors What to avoid Avoid empty phrases and clich s hackneyed words and expressions that have lost all meaning e g high quality ultramodern cut ting edge product market leading user friendly and so on Also avoid superlatives such as best strongest and fastest even if you have proof There is always a more attractive way to express this Bear in mind that we also don t talk about cheap solutions because that sounds cheap and does not reflect our brand However we are happy to talk about the economic sense in customers choosing our products eve rything from time savings to less risk of mistakes fewer fixings required etc ESSVE The decking screw that makes Kids happier A i i Fi i e screw s wax it goes in more easily It takes 30 r screwdriver which naturally r ur screws will last as they p corrosion protection on the market tSeal our patented and type approved surface treat Our customer promise 2 1 Our customer promise in practice how to write e Get straight to the point Focus on usefulness and concrete customer benefits Preferably w
7. ith a twist No more kids in tears wi you use Cutters CorrS ting grooves sink the wh splitting and splinters coating also mean tha less energy from you and y makes the job faster anu easier You can also be sure that your come with the top corrosion protec CorrSeal our patented and type appr ment Class C4 Think about what the great e Support your claims preferably properties of our products lead with independent tests classitications to Write that down and create approvals etc credibility by then explaining why e Write as concisely as you can Concentrate on one key message per ad letter brochure There s a difference between ESSVE and ESSVE Within ESSVE we have a rather unusual situation because we have the same company name and product brand To keep these two brands separate we have created two versions of our logo The company logo is green and only appears together with the tagline A B amp B TOOLS COMPANY This logo is only used when the company is the sender A B amp B TOOLS COMPANY The product logo is white with no tagline This is what you should use in all your marketing material Always try to use the green background If that s not possible use white ESVE ESSVE and ESSVE 3 0 Our logo A logo is more than just a name It s an image and a symbol of the whole company and everything we stand Tor Treat our logo with respect and give it the space
8. o the wood with no splitting and splinters The groove and the screw s wax coating also mean that it goes in more easily It takes 30 less ener gy from you and your screwdriver which naturally The logo IS placed in the makes the job faster and easier You can also be sure that your screws will last as they e top corrosion protection on the market b otto m ri o h t h a n d CO rn e r nail eo and type approved surface treat of leaflets Our logo 4 1 Our logo clear space The clear space is the empty field around the logo There is a minimum distance between the logo and surrounding text images and margins that you must respect Our logo must never be squeezed into too tight a space If space is too tight either reduce the size of the logo or move the surrounding elements such as images text etc The clear space also applies to the outer edges of the printed material and signs that you produce It s easy to work out how much clear space there should be The space should be equivalent to halt the height of the logo s upper case E in all directions A B amp B TOOLS COMPANY Our logo 4 2 Our logo size Always try to achieve a balance concerning the size of the logo Too small a logo is just as bad as too large a logo It gives an uncertain and forced impression Follow these recommendations as far as possible The size is measured in upper case PESME The minimum size is 6 mm Format of p
9. our and decoration The colour green has long been synonymous with ESSVE and gives us a clear profile in the market Unfortunately it has been difficult achieving the right shade in print Things will now be easier with our separate sample sheet which you can take to the printer We also recommend that you always print on coated preferably gloss paper since uncoated paper ab sorbs the ink and affects the shade In our templates for advertisements signs and leaflets we have created a coloured border that goes trom dark green to light green This makes it easier to achieve the right shade of green The coloured border is always included in the templates Use the solid green in print when there are no ready made templates The colour border can be downloaded from our media database Pablo Sample Sheet coated paper Our gree ae e colour can vary considerably depen scale Bel Pai e the ur vertising agency and printer to en ntone PMS 369 Use our separate sample sheet in your contact with the printer advertising agency etc You can get this mea T by contacting our marketing department ge T E The border with the colour scale is designed so that our ESSVE shade of green always sits in the middle of the logo PMS 369 EC 100 yellow 73 cyan NCS S 2070 G 30 Y RGB R75 G168 B41 HEX 58AB27 PANTONE 369 100 yellow 73 cyan Graphic elements 6 1 Graphic elements image background
10. password and assistance We have also launched our own photo studio which you can contact when you need to produce new product images We have developed our own distinctive image style for presenting our products You ll tind a growing number of these images in our image library A link to the media database Pablo can be found on our website WWW eSSVe Se Images 7 0 Printed material We produce a wide range of printed material everything from small product leaflets to point of sale material sponsorship signs and whole catalogues They ditter hugely in terms of scope and size It is therefore important that we maintain consistency in the design with a clear shared graphic identity This includes our signature green the border at top and bottom our image style our typeface and so on Do what you can to keep to our profile Our ready made templates will be extremely helpful in this respect i NAILGUN CAMPAIGN 15 10 09 28 02 10 a a ow AD r YoY J inat s nal ec EREU a lt P kil i iei Hii aJ aA ee ESSE aoe a A Takes harder knocks Ribbed FZV hot galvanized For outdoor building work COMPETE amp LEA PAGE 8 ihe friction surface of the ribbed nail fees higher pull out retention than a nd nail ensuring a stronger join Produced in Scandinavia under the stricteseuality control 100 ore based quality nail For the ultimate hardness the raw steercontains no slag pro
11. phic identity is a composition of many parts including co lours pictures and so on Everything combines to create the image of ESSVE Make sure that all the parts are included and that they follow our uniform design in everything you yourself produce This example is an advertisement It can be downloaded as a template from our media database Pablo Read more about ESSE the logo s positioning clear space and size in chapter 4 0 The decking screw that makes Kids happier Read more about the unique style of our product images our image library and our photo studio in chapter 1 0 The typetace tor headings and bodytext must always follow our graphic identity See chapter 5 0 We have ready made templates for highlights when you want to draw particular attention to sen Coca o e something See section sink t ole screw into the wood with no inters e groove and the screw s wax 6 3 at it goes in more easily It takes 30 1 our screwdriver which naturally j ier e sure that your screws will last as they corrosion protection on the market CorrSeal our patented and type approved surface treat ment Class C4 The green decoration at The packaging is a natural The web address the top and bottom is part part of our product marketing must be included on of our unique identity Read all our items more about this in section 6 1 Graphic elements 6 0 Graphic elements col
12. rinted material Logo size A6 105 x 148 mm 12 mm A5 148 x 210 mm 15 mm A4 210 x 297 mm 21mm A3 297 x 420 mm 31 mm 50 x 70 44 mm 70 x 100 63 mm Roll up 1x 2m 90 mm Our logo 4 3 Typeface The typeface is also part of our graphic identity That s why we always use the same typeface in all markets and in all contexts Our typeface is called Berthold Akzidenz Grotesk and is practical and functional as well as being modern and easy to read It works well in all media and for all types of text in headings and bodytext and also in smaller sizes in tables fact boxes etc Our typetace is available in all writing and layout programs In headings we use a bolder variant and in bodytext the normal one called Regular The typetace can be downloaded trom our media database Pablo Headings Berthold Akzidenz Grotesk Bold X Bold Super Bodytext Berthold Akzidenz Grotesk Regular Berthold Akzidenz Grotesk Bold ABCDEFGHIJKLMNOPQRSTUVWXYZAAO abcdefghijkimnopaqrstuvwxyzaao Berthold Akzidenz Grotesk Medium ABCDEFGHIJKLMNOPORSTUVWXYZAAO abcdefghijklmnoparstuvwxyzaao Berthold Akzidenz Grotesk Regular ABCDEFGHIJKLMNOPQRSTUVWXYZAAQ abcdetghijklmnoparstuvwxyzaao Berthold Akzidenz Grotesk Super Ce EE ABCDEFGHI KLMNOPQRSTUVWXYZAA O mm nm abcdefghikimnopqrstuvwxyzaao Berthold Akzidenz Grotesk Italic O mane a ABCDEFGHIJKLMNOPQRSTUVWXYZAAO abcdefghijkilmnopqrstuvwxyzaao6 Typeface 5 0 Graphic elements A unique gra
13. so on Follow these guidelines tor design and layout in all the material you produce ener Communications Director Introduction 1 0 Our customer promise in practice Your argument whether spoken or written must be rooted in our customer promise It must always exemplity how we simplify our customers work and make their lite easier with our products and solutions Everything we produce in the form of ads signs printed material and so on must reflect our customer promise and our core values The words don t always have to appear in the text but the images layout and wording must always exude quality and reliability Our brand platform Customer promise ESSVE provides smarter solutions for a good job faster eccecesceecce The brand s personality ESSVE is a stable partner and an expert adviser that is reliable considerate and eeeee understanding of the ie i 1 Customer benefits customers situation A broad and deep range of products and services constantly developing new solutions for more effective fixings that make sound e eoo o sues sees sles selsls economic sense Insight Time is money for the users Any time saved in assembly purchasing delivery etc is CHOSCHCHHOHCHCOCHSHCHOOHC OCHO OCHCOOBSOCOHC HOO EOLE important amm Our customer promise 2 0 Our customer promise in practice Putting forward your argument Highlight the user benefit in the heading pretera
14. trom small shelf wobblers to large stands signs and posters Use our images and templates as your starting point Contact head office if you re unsure about design and content We have ready made templates for posters and signs ESSVE A Takes harder knocks Ribbed FZV hot galvanized For outdoor building work Produced in Scandinavia 100 ore based quality nail For the ultimate hardness Even and high carbon content lo Point of sale material 9 0 Advertising Our media database Pablo contains ready made templates tor a range of ditferent ads large and small Use these for your marketing If you can t find the exact ad format you want start with the template that is closest to your required format and proceed from there Example of a product ad Example of a product ad with the reseller s logo ESSVE ESSVE The decking screw that The decking screw that makes kids happier makes kids happier D ction on the market tented and type approved surface treat Advertising 10 0 All templates All the templates are available from our media database Pablo They are produced in the programs InDesign Illustrator or Photoshop CS3 Down load them yourself or your advertising agency can do it A link to the media database Pablo can be found on our website www essve se All templates 11 0
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