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Visual identity ͏

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Visual identity

Exterior and interior signage

Exterior branding and signage on buildings are important touchpoints. The signage set up can vary depending on if we want to promote the Atlas Copco Group logotype more prominently or not. As a general rule, the Atlas Copco Group logotype should be visible on buildings together with the brand/brands that are promoted, produced or serviced in the building. Exception is for discrete brands where it is optional to display the logotype on facilities.

The level of prominence of the Atlas Copco Group logotype compared to the other brands, depends on what message we want to convey and who are the stakeholders to consider. It is important to remember that changing exterior signage is often expensive and time consuming. Therefore it is important to think ahead and make the exterior branding model future proof. That means being aware that even if a customer center or a product company only sells/produces one brand today, this may change in the future and we need to take that into consideration.

Roof signage

The Atlas Copco Group logotype unit can be mounted on the roof, with accompanying logotypes on the facade. As shown in the example below, the preference is to have the Atlas Copco Group logotype unit to appear without a background on rooftop signs. In case a background is required, white background is preferred.

A good way to display Atlas Copco Group logotype and in co-branding with other brands, is to use flags on flagpoles (refer to the section on flags below). Remember that bleached and torn flags look shabby and is poor branding. Flags should therefore always be replaced when they begin to fade or develop tears around the edges.

Facility branding showing the Atlas Copco Group signage on the roof

Here the Atlas Copco Group logotype unit appears without a background as a rooftop sign

Facility branding showing Atlas Copco Group logotype on the façade.

In this variation, the Atlas Copco Group logotype appears on its own on the facade

Facade signage

For signs on exterior walls and facades, we recommend logotype lockups with free space as shown below. To ensure conformity it is good to show all logotypes (where there are several) on the same background color. White is recommended at is creates a neutral background which suits most brand logotypes.

Façade of a facility showing logotypes of Group and other Group brands on the façade

Vertical option for facade branding with Group logotype on top

Vertical option for facade branding with Group logotype at the bottom

Façade of a facility showing logotypes of Group and other Group brands on the façade and on flags

Here the brand logotypes are placed prominently above the entrance, with the Group logotype placed towards the left

Here the brand logotypes are placed prominently above the entrance, with the Group logotype placed towards the right

Exterior branding for a single brand

For facade signage featuring a single brand (the brand association model that applies for that brand must be determined first) the brand logotype will be given prominence and will be placed on top, while the Group logotype will be less prominent. Flags for the brand and the Group may be positioned near the entrance as shown below.

In this example, the brand logotype is placed prominently above the entrance, while the Group logotype (on teal) is more discrete

In this example, the brand logotype is placed prominently above the entrance, while the Group logotype (on white) is more discrete

Flags

When we raise the Atlas Copco Group flag at our facility, we are also raising awareness of belonging to the Atlas Copco Group which is an important point. The preference is to have at least one outdoor flag at each location with the Atlas Copco Group logotype and one table flag in each conference room and in the reception area. A flag in each conference room and in the reception area indicates that we are proud of being part of Atlas Copco Group.

Maintain the minimum specified free space around the logotype (notably on the left and right sides) on the flag.

Façade of a facility showing logotype of only Edwards. Edwards and the Group flags are in front.

To safeguard Group identity, flags are sold through the Profile Store

Tower signage

Tower and road signages also enhance a brand’s presence. The following uses are recommended in order to ensure that Group identity is consistent across all facilities. Tower and road signages may be stand-alone or hanging, but consistency in styling and treatment is recommended.

Atlas Copco Group tower branding variations indicating the locations of Group brands.

Reception area co-branding

There are different ways for displaying the Atlas Copco Group logotype and other relevant brands in the reception area. For consistency and equal prominence, it is good to keep brand logos on a common and neutral background. As shown below, each logotype appears on a white background and is sized and scaled such that it is in proportion to the other logos.

Reception space with Group logotype appearing behind the desk, other logos on wall beside the desk.

Co-branding with the Group logotype placed prominently (on a teal background) behind the reception desk with brand logos on the wall to the side

Reception area co-branding, more options

The Group logotype may also appear along with the other brand logotypes on the wall to the side. In this case, the Group logotype will be positioned above the other logotypes. It will be placed directly on the wall and not on a white base as the other brands. The Group logotype will be only slightly larger than the logos of other brands.

Logotype co-branding showing Group logotype behind desk, other logotypes on the side wall.

Co-branding with the Group logotype placed prominently (on a white background) behind the reception desk with the brand logotypes on the wall to the side

Logotype co-branding showing Group logotype along with other logotypes on the side wall.

Co-branding with the Group logotype together with and above the brand logotypes on the wall to the side

Reception area for a single brand

Once the brand's association model has been determined, the reception area for a building/office hosting the single brand can be planned. As shown below, prominence will be given to the brand and its colors. The Group identity is marked by a desk flag bearing the Group logotype and/or the Group logotype (together with the Group message) on the reception desk as shown below.

Note:

Always consider whether the decision to give one brand sole branding prominence is a future proof decision.
If more brands are likely to be added at a later stage, consider how they will be displayed.

For a single brand, prominence will be given to the brand logotype and brand colors