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Atlas Copco Group
identity manual
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Logotype
The stacked arrangement consists of "Atlas Copco" in white/teal on the first line and "Group" in gray on the second line. The weight of the relatively larger "Group" is muted in gray to achieve a balance with "Atlas Copco" which appears in a relatively higher contrast white/teal.
Our logotype is available in two color versions for use on two specific color backgrounds, Atlas Copco Group teal and white. No other versions should be used other than these.
Logotype version for use on teal
Logotype version for use on white
The Group tag
The contemporary asymmetrical composition of the Atlas Copco Group logotype is marked with a golden box in the letter "G". We refer to the golden box as the Group tag.
It symbolizes all brands in the Group, our heritage and what brings us together. As a distinct element of the Group logotype, it may be regarded as a brand mark and it appears widely, separate from the Group logo in Group collateral. You will notice it on cover images, title slides, title frames, social media creatives, advertisements, etc.
Free space
The free space is defined by the height of the letter "r" in the word "Group" as present in the logotype. Other images, text or graphical elements must not interfere with this free space. The Atlas Copco Group logotype has to be clearly visible and free space makes it more noticeable. The larger the free space, the greater the visual impact.
Minimum size
To ensure the logotype maintains legibility at all sizes, a minimum size has been defined for both print and digital applications. In print applications, the logotype must not be less than 25 mm in width, and in digital applications the logotype must not be less than 100 px in width. These limits must be observed when scaling down or fitting a logotype to a restricted area.
Minimum width in print: 25 mm
Minimum width in digital: 100 px
Primary positions
In order to minimize variation and ensure a coordinated, uniform appearance, try to use the same position and size across similar applications. The corners to the right side are primary positions for the logotype. This is true for most formats, such as portrait, landscape and square formats. The preferred positions of the Atlas Copco Group logotype are shown below.
Portrait
Landscape
Square
Secondary positions
In some instances, due to content and format, the logotype can be placed in secondary positions. Occasionally, a centered logotype may be preferred. All of the positions shown here are available for use.
Portrait
Landscape
Square
Special use cases
Logotype box
In some cases, we need to make the Atlas Copco Group logotype available in a box format. While we should strive to show the Atlas Copco Group logotype on a white or teal background, whenever the logotype cannot be placed on a teal or white background, the use of a logotype box can be considered.
The logotype box creates a distinct background for the logotype. The size of the box includes the logotype free space and the box will scale proportionally to the logotype size.
Logotype box for use where a teal background is not available
Logotype box for use where a white background is not available
Single color versions
As a special use-case scenario, the single color logotype can be used for Social media and Profile store items.
Note:
In any other application, the use of single color logotype requires approval from Group Communications.
Logotype with Group message
Horizontal version (preferred)
Horizontal version (preferred)
1. Atlas Copco Group gray
CMYK : 38 28 22 0
RGB : 161 169 180
HEX : A1A9B4
Font : Noto Sans - Semibold
As shown above in the horizontal version of the logotype with Group message, there must be a 1.5x distance (x being the height of the letter "r" in the word "Group" as present in the logo) between the logotype and the Group core message. The distance between the Group logotype and the separator (x) is twice the distance between the separator and the Group message (0.5x).
The separator runs parallel to the height of "Atlas Copco" in the first line of the stack, and the height of the separator is the same as the body height of "Atlas Copco". The font, color, positioning and arrangement of the Group message is detailed above.
Horizontal color versions
Horizontal color versions
Although the lockup shown above (with the Group message in gray) is the preferred horizontal version, there may be cases where the Group message may not be readable. For such scenarios, any of the below options may be used. Horizontal lockups are available in light and dark backgrounds.
Full color logotype version for use on light backgrounds
Full color logotype version for use on dark backgrounds
Vertical version (preferred)
Vertical version (preferred)
As shown above in the vertical version of the logotype with Group message, there must be a 1x distance (x being the height of the letter "r" in the word "Group" as present in the logo) between the baseline of the word "Group" and the top of the cap height of "Technology". The distance between the Group logotype and the Group message is 0.5x
The separator aligns to the start of "Atlas Copco" in the first line of the Group logotype and runs parallel to the height of the Group message. The height of the separator is the same as the combined height of both lines that make up the Group message. The font, color, positioning and arrangement of the Group message is detailed above.
Vertical color versions
Vertical color versions
Although the lockup shown above (with the Group message in gray) is the preferred vertical version, there may be cases where the Group message may not be readable. For such scenarios, any of the below options may be used. Vertical lockups are available in light and dark backgrounds.
Full color logotype version for use on light backgrounds
Full color logotype version for use on dark backgrounds
Note:
The logotype with the Group message should be used wherever relevant such as on items of merchandise (where the message would be large enough to be readable), on the last slide of presentation decks and in facility branding.
Incorrect use
The Atlas Copco Group logotype is the signature of the Group. The logotype must not be changed or tampered with in any way. Always use the original artwork in the given proportions. Only approved originals can be used for reproduction. Any use of the logotype must be in accordance with the visual guidelines detailed in this document.
Do not change any of the defined color codes or interchange the colors assigned to any of the elements in the logotype (including the Group tag in the letter "G")
Do not change the aspect ratio of either "Atlas Copco" or "Group"
Do not stretch, skew, or alter the dimensions or manipulate the logotype in any way or add extra effects such as a drop shadow to the logo
Do not use the logotype directly on images or busy backgrounds
Do not alter the stacked arrangement of the logotype, for example, by placing "Group" on the same line as "Atlas Copco"
Do not place the logotype on background of any color other than Atlas Copco Group teal or white
Do not use the primary logotype against a gradient
Do not place any content (whether text, graphics or other logos) within the defined free space around the logotype
Favicon
Favicons are simplified versions of logos that establish a brand's identity. They show up in places such as tabs, address bars and search menus and play a positive role in search engine optimization. The favicon for Atlas Copco Group has been designed to be instantly recognizable. The favicon is made available in .ico format, which is widely supported by browsers. They are available in two formats: circular and square.
Circular version of our favicon
Square version our favicon
How the circular version of our favicon appears on a browser tab
How the square version of our favicon appears on a browser tab
Use the circular version of our favicon on platforms (like Instagram) that display the image in a circular format
Use the square version of our favicon on platforms (like LinkedIn) that display the image in a square format