Atlas Copco Brand Identity Manual 2010

Atlas Copco
Brand Identity Manual 2010
Brand positioning is everyones responsibility.
Contents
1. Introduction Introduction Brand Platform Brand Promise Responsibility and Contacts 2. Name Structure Company Name Structure Atlas Copco Name Product Names 3. Logotype and Graphical Elements Logotype Logotype Colors Free Space/Restricted Area Logotype Backgrounds Sustainable Productivity Brand Promise Brand Promise Colors Free Space/Restricted Area Logotype, Brand Promise Size and Position Colors Fonts Pattern 4. Positioning Elements The Bars Bar Colors Positioning, Placement, and Size Stage 1 Positioning, Placement, and Size Stage 2 Positioning, Placement, and Minimum Size Positioning, Placement, and Size Photos Between Bars Matrix 5. Stationery Letters Business Cards Correspondence Cards Envelopes and Address Labels Fax Cover Sheets Business Forms, Quotations, and Other Forms 6. News Releases Press Releases Group News and Other Internal News 7. Brochures and Leaflets Front Covers Inside Spreads Back Covers Printed Matter Without the Bars 8. Advertisements Storytelling Advertisements Portrait Advertisements Landscape Sender Indication Recruitment 3 4 5 6 7 8 9 10 10 11 12 13 13 14 15 15 16 16 17 18 19 20 21 22 23 24 25 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 9. Posters and Billboards Posters Portrait Posters Landscape Billboards 10. Events and Promotional Material Exhibition Stands Roll-ups Hanging Banners Promotional Material and Clothing 11. Premises Impression Lobby and Reception Facility Signs Facade and Roof Signs Flags 12. Web and Digital Media Web E-mail Signature PowerPoint Presentations CDs, Videos, and DVDs TV, Videos, and DVDs Common Group Databases 13. Products Colors Product and Parts Labeling Small Products and Consumables Large Products 14. Service Packaging Vehicles Service Symbol 15. Identity Guidelines for Distributors Identity Guidelines for Distributors 16. Follow-up / Scorecards Follow-up / Scorecards 17. Glossary Terminology 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85
1. Introduction
Introduction Brand Platform Brand Promise Responsibility and Contacts 4 5 6 7
Brand positioning is the art of creating a clear and unique image in the minds of customers and other stakeholders.
Introduction
There is always a better way Brand positioning is the art of creating a clear and unique image in the minds of customers, prospects, future and current employees, and other stakeholders. This applies to any brand in Atlas Copcos comprehensive brand portfolio and the objective is to be the first choice of these prioritized stakeholder groups. To make it simple; brand positioning is about what we say, what we do and how we look. The Atlas Copco brand is unique and enjoys high recognition in every corner of the world. It represents almost 140 years of knowledge and experience. Its reputation is built on the core values interaction, innovation and commitment and a continuous strive to become and remain First in MindFirst in Choice . That is how we all know that there is always a better way. Committed to sustainable productivity With this edition of the Atlas Copco brand identity guidelines we are launching a new brand promise: Committed to sustainable productivity. Committed to sustainable productivity means that we do everything we can to ensure reliable, lasting results with responsible use of resources; human, natural, and capital. At the same time we will begin to publicly communicate Sustainable Productivity on posters, leaflets, and on the websites. We want to tell our story. A successful implementation of any brand positioning program comprises visualization, the right messages, and the right behavior. To reach its full impact professional tools and training programs must be available, and the program must be long-term. Besides this manual there is a pocket guide on brand positioning, templates, a booklet with stories about sustainable productivity, and more. Whats your story? All of us are responsible for the reputation of the Atlas Copco brand. Each and every day we can help strengthen our brand value further. How? By living our values, by surprising and delighting our customers, by supporting our colleagues, and by telling our stories. All of what we do generates more and new stories that show what it means to be committed to sustainable productivity. Share your own story with people around you, and make the Atlas Copco brand even stronger. Stockholm, Sweden, February 2010 Kind regards, Annika Berglund Senior Vice President Corporate Communications
Brand Platform
A brand platform is a tool for guiding the company towards a differentiated position. It explains what customers can expect from the companys products and services, what the company is best at, and how to describe the company. A brand platform is built up from three components: categorization, core competence and benefit, and business culture. 1. Categorization Categorization is shared with other brands. It helps present and potential customers, and other stakeholders, correctly associate the company with its industry and competitors. Categorization answers the questions: Who are you? What are you like? Atlas Copco has defined its categorization: A global group providing industrial productivity solutions 2. Core competence and benefits A companys core values are the foundation for its corporate culture, but they do not tell the customer why they should select this company as a supplier. Customers want to know what Atlas Copco is good at, on top of what it values. The core competence is one of the key components in a companys brand promise; it is a statement of the lasting, relevant, and distinctive benefits customers associate with a company. A core competence answers the question: What are you best at? What is the benefit for me of what you are offering? Atlas Copcos core competence and benefits are expressed as: Innovating for superior productivity Innovation is Atlas Copcos first value. For more than 135 years, the Group has developed new products and services that have successfully provided customers around the world with solutions that have significantly increased their productivity. The commitment to sustainable productivity means that Atlas Copco people do everything they can to ensure reliable, lasting results with responsible use of resources; human, natural and capital.
THE BRAND PLATFORM
Category Core competence and benefits Business culture
Global group providing industrial productivity solutions Innovating Superior for productivity
Committed to customer value
Why should I choose Atlas Copco?
Brand Promise
A brand promise is a short statement that combines the core competence and business culture into an expression that replies to: What is it that this brand can offer that I cannot live without? The brand promise should be used extensively internally and externally, to remind everyone working for that brand what it represents. It should be included in all presentations, in the email signature, etc. Atlas Copcos brand promise: English Committed to sustainable productivity Spanish Comprometidos con una productividad responsable South American Spanish Comprometidos con una productividad sustentable Dutch Toegewijd, duurzaam, productief French Pour une productivit responsable German Wir bringen nachhaltige Produktivitt Russian Chinese
More translations are found on The Way We Do Things.
Responsibility and Contacts

Atlas Copco Corporate Communications Atlas Copco Corporate Communications is responsible for the visual identity of the Atlas Copco Brand: To provide a brand identity manual. To make sure that the rules are clear and easy to understand and follow. To keep the manual updated. To provide training and support to the communications professionals in the divisions. The divisions The communication managers in the divisions using the Atlas Copco brand are trained in the brand positioning program and will give guidance on how to implement the rules. The communication managers should: Safeguard the implementation of the rules that apply to the Atlas Copco brand. Provide training and support to product and sales companies when needed. Make continuous follow-up on the implementation. Internal audits will include a follow-up on the rules. Any deviation will be reported to the Business Board of the division. The role of Atlas Copcos Brand Council Atlas Copco has a vision to become and remain First in MindFirst in Choice. An important strategy to reach this vision is the brand portfolio strategy. As such, the brands and trademarks owned by the Group are important and valuable assets. In 2008, Atlas Copco established a Brand Council with the objective to manage all its brands and trademarks in a professional way. The Brand Council should: Safeguard appropriate trademark protection through guidance and support. Approve/reject requests from a division to use any of the Groups other divisions existing brands and trademarks. Approve/reject requests to bypass the family branding structure communicating that the brand is part of the Atlas Copco Group. Only the ECM can change a decision taken by the Brand Council. In addition, members of the Brand Council have a general assignment to keep themselves updated on current and new trademarks, as well as of trademarks to be divested or phased out. She/he should also keep track of brand (trademark) transition projects within the business areas and the status of these projects. Guidance by divisional communication managers Please always contact your divisional communications manager for more detailed information. Compressor Technique Airtec Portable Air Industrial Air Oil-free Air Gas and Process Rental Compressor Technique Service
Sam Waes Sarah Geerts Kristin Dom Petra Jacob Kris Herremans Peter Leemans
Construction and Mining Technique Rocktec Geotechnical Drilling and Exploration Construction Tools Michael Gaar Underground Rock Excavation Marie Brodin Surface Drilling Equipment Hellen Ekefalk Secoroc Torbjrn Wiberg Drilling Solutions Ulf Linder Industrial Technique Tooltec Inger Brahme Atlas Copco Tools and Assembly Systems General Industry Inger Brahme Atlas Copco Tools and Assembly Systems Motor Vehicle Industry Inger Brahme Service Providers Atlas Copco ASAP
Lotta Gill
2. Name Structure
Company Name Structure Atlas Copco Name Product Names 9 10 10
Company Name Structure

Atlas Copco has a legal structure and an operating structure. It is important that all company names are handled correctly. By legal structure, we mean the way Atlas Copco companies are owned. Each legal entity has its own Board of Directors. A companys legal name is the same as the companys registered name. By operating structure, we mean the way Atlas Copco Group companies are organized to operate their business, and the structure of responsibilities for the operations. Each operating unit has its own Business Board. In forms and letters, it is important to handle the company names correctly from a legal point of view. When there is an operating name, it should be placed above the line in all stationery, with the legal name below the line. When there is only a legal name, it may be placed above or below the line. Contact details may differ from one country to the next. Please include all the relevant contact information that helps people reach you.
Atlas Copco Group Center

A las Copco AB SE-105 23 Stockholm Sweden Visitors address: S ckla Industrivg 3 Nacka Telephone: +46 (0)8 743 8000 Fax: +46 (0)8 644 9045 www atlascopco.com A Publ c Company (publ) Reg. No 556014-2720 Reg. Ofce Nacka
On a letter, legal guidelines determine the company name and structure
Daniela Keuschnig
Future Employee Communications Manager Corporate Communications
Atlas Copco AB (publ) SE-105 23 Stockholm, Sweden Visitors address: Sickla Industrivg 3, Nacka www.atlascopco.com Telephone: +46 (0)8 743 8000 Phone dir: +46 (0) 743 8000 Mobile: +46 (0)76 633 82 16 Fax: +46 (0)8 643 3718 E mail: daniela.keuschnig@se.atlascopco.com
On a business card, legal guidelines determine the company name and structure
Distribution Company Inc.

Atlas Copco Company/Division
Part of the Atlas Copco Group Phone: 0733 37 1909 Fax: 0733 370829
www.atlascopco.com
On a brochure the operating name structure is important to facilitate contacting the company
XX-XXXX
Atlas Copco Name

We should always strive to highlight the Atlas Copco name to strengthen the brand. Therefore, never shorten the company name Atlas Copco when you write or talk. This undermines the brand identity and the shortened name could be interpreted as something else. For example, AC can be interpreted as Air Conditioning or Alternating Current, and Atlas could be interpreted as a World Atlas. We should also strive to highlight the Atlas Copco name in front of product names. By doing so, the product will gain interest from Atlas Copcos strong brand. Atlas Copco versus competitors To strengthen our brand identity, never include a competitors logotype in any material. Just write their company name in competitor comparison documents, for example.
Product Names
When we talk and write about our products, we have to be careful and avoid allowing our product name to become generic. For example, instead of talking and writing about using a Boomer, we should talk about using the Atlas Copco Boomer. If a product name becomes generic, we can no longer have it registered as a trademark. Trademarks Rules on how to spell, write, use, and handle the product trademarks are the responsibility of the division. Each division should have a trademark policy and is responsible for registering and maintaining its own trademarks. Each division should have one person appointed to handle these registrations, such as the marketing manager or the communications manager. The Group common trademark Atlas Copco is registered and maintained centrally by the Legal department at Atlas Copco AB. (Besides Atlas Copco, the Legal department also manages the common trademark Chicago Pneumatic.) See also The Way We Do Things, chapter Communications and Branding.
10
3. Logotype and Graphical Elements

Logotype Logotype Colors Free Space/Restricted Area Logotype Backgrounds Sustainable Productivity Brand Promise Brand Promise Colors Free Space/Restricted Area Logotype, Brand Promise Size and Position Colors Fonts Pattern 12 13 13 14 15 15 16 16 17 18 19
Atlas Copcos graphical elements help create and maintain the brand identity. Therefore it is crucial that we handle them with care.
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Logotype
The Atlas Copco logotype is the corporate signature of our company. It consists of the name in specially designed letters between two bars (one bold line above and one below the name). We should always strive to highlight the Atlas Copco logotype; by doing so the products will gain the endorsement of Atlas Copcos strong brand. Logotype shape The Atlas Copco logotype must never be changed or tampered with. Always use the original artwork and the correct logotype proportions. Because the logotype is specially designed and drawn, only approved originals can be used for reproduction. The Atlas Copco logotype should be Atlas Copco Blue whenever possible. The approved logotype is available in The Way We Do Things, chapter Communications and Branding, and in the photo archive.
Never remove the bars from the logotype
Never apply any effects to the logotype
Never stretch or compress the logotype
The old logotype cannot be used anymore
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Logotype Colors
Atlas Copcos blue logotype is an essential part of the visual identity and should be used whenever possible. Use either a blue logotype on a white background or a white logotype on a blue background. Sometimes, for economical and practical reasons, you may have to reproduce it in black; or when using a dark background it may be necessary to reverse the logotype to white for the sake of visibility.
Atlas Copco Blue
Never print the logotype in a tint or screen; instead always print it in full color
Free Space/Restricted Area

The Atlas Copco logotype is our most important visual element. Therefore it is crucial that it is clearly visible. By adding a restricted area, also called free space, around it, the eye will more easily recognize the logotype. The larger the free space around the logotype, the greater the visual impact. No other images, text, or other elements may interfere with the free space. However, the logotype may not end up in a box; read more in the section Logotype Backgrounds. Less restricted area around the logotype may be permitted in exceptional cases. Always ask your communications manager for permission before violating the logotypes free space. There are defined exceptions to the restricted area for signs, sales promotional material, and the web. See each application for more information about whether there are restricted area exceptions.
The size of the free space/restricted area is defined as the distance between the two bars in the logotype
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Logotype Backgrounds
You should always strive to use our corporate color to strengthen the Atlas Copco brand identity. Use either an Atlas Copco Blue logotype on a white background or a white logotype on an Atlas Copco Blue background. The most important thing when deciding the logotype background is that the logotype must be clearly visible. Always create an obvious contrast between the logotype and the background. On products, a black logotype can be used on a yellow background. On clothes, an Atlas Copco Blue logotype can be used on a black background if the visibility is good.
Never place the logotype in a box just to avoid an unsuitable background color
From 1-10% black
From 11-50% black
From 51-100% black
The logotype must always be clearly visible
Never place the logotype on a busy background photo as the visual impact of the logotype will be greatly diminished
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Sustainable Productivity Brand Promise

The Sustainable Productivity brand promise expresses Atlas Copcos commitment to ensure reliable, lasting results with responsible use of resources; human, natural, and capital. Atlas Copco has a story to tell, a story about what it means to be committed to sustainable productivity. The Sustainable Productivity brand promise should be used as a logotype in Atlas Copco external communication (posters, advertisements, brochures, etc whenever possible). Is always placed in the left bottom corner opposite of the Atlas Copco logotype. It should never appear by itself.
Brand Promise Colors

Use the Sustainable Productivity brand promise in Atlas Copco Dark Gray or black when printing in black and white, on a white/ light background, and in white on an Atlas Copco Blue background. And always in full color, never in a tint or screen. Never use the brand promise logotype over a photo.
Atlas Copco Dark Gray
Atlas Copco Black: When printing in black and white
Never print the logotype in a tint or screen; instead always print it in full color
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Free Space/Restricted Area

Always respect the free space surrounding the Sustainable Productivity brand promise. This protects it from interfering graphic elements, and helps draw attention to its message.
The size of the free space/restricted area is defined as the height of the brand promise.
Logotype, Brand Promise Size and Position

Be sure to use the correct size of the logotype and to place it according to the brand identity rules for each application. By doing so, we strengthen the brand.
Brochures Logotype and Brand Promise Positioning and Sizes
Format / Page Size US Letter A4 A5 A6 Logotype Size (Width) 32 mm 32 mm 28 mm 24 mm Logotype Position Bottom Right Bottom Right Bottom Right Bottom Right Promise Size (Width) 64 mm 64 mm 56 mm 48 mm Promise Position Bottom Left Bottom Left Bottom Left Bottom Left Margins (Top/Bottom/Left/Right) 10 / 19 / 10 / 10 mm 10 / 19 / 10 / 10 mm 10 / 14 / 10 / 10 mm 08 / 12 / 08 / 08 mm
See each application for more information on placement of both logotypes.
Advertisements Logotype and Brand Promise Positioning and Sizes

Broadsheet Tabloid Magazine (A4, US Letter) Small Ads (Less than A5) A5 Landscape Narrow Ads 60 mm 46 mm 32 mm 28 mm 28 mm 32 mm Bottom Right Bottom Right Bottom Right Bottom Right Bottom Right Bottom Center 120 mm 92 mm 64 mm 56 mm 56 mm Bottom Left Bottom Left Bottom Left Bottom Left Bottom Left 22 / 36 / 22 / 22 mm 19 / 30 / 19 / 19 mm 10 / 19 / 10 / 10 mm 10 / 14 / 10 / 10 mm 10 / 10 / 10 / 10 mm 10 / 19 / 10 / 10 mm
Posters Logotype and Brand Promise Positioning and Sizes

A3 Poster 50 x 70 cm Poster 70 x 100 cm 46 mm 85 mm 120 mm Bottom Right Bottom Right Bottom Right 92 mm 170 mm 240 mm Bottom Left Bottom Left Bottom Left 23 / 33 / 23 / 23 mm 40 / 56 / 40 / 40 mm 56 / 80 / 56 / 56 mm
Exhibitions Logotype and Brand Promise Positioning and Sizes

Roll-ups Hanging Banners 3-5 Panel Stands 350 mm 350 mm 12% of the Height Top Left / Bottom Right Top Left / Bottom Right Top Left & Right 75 / 150 / 75 / 75 75 / 150 / 75 / 75 Defined by Free Space
Billboards Logotype and Brand Promise Positioning and Sizes

Billboards (Landscape) 12% of the Height Bottom Right Logotype width x2 Bottom Left Defined by Free Space
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Colors
Atlas Copco has the following unique corporate colors: Atlas Copco Blue Pantone Coated 313 C CMYK 100 / 0 / 15 / 6 RGB (for web) 0 / 153 / 204 Atlas Copco Yellow Pantone Coated 116 C CMYK 0 / 25 / 100 / 0 RGB (for web) 255 / 230 / 0 Atlas Copco Dark Gray Pantone Coated Cool Gray 11 C CMYK 10 / 0 / 0 / 90 RGB (for web) 110 / 110 / 120 Atlas Copco Light Gray Pantone Coated 420 C CMYK 5 / 0 / 10 / 25 RGB (for web) 210 / 210 / 210 Atlas Copco Black Pantone Coated Black 6 C CMYK 30 / 0 / 0 / 100 RGB (for web) 0/0/0
The above recommendations in Pantone and CMYK are for coated paper
Atlas Copco has five unique corporate colors; Atlas Copco Blue, Atlas Copco Yellow, Atlas Copco Dark Gray, Atlas Copco Light Gray and Atlas Copco Black. Color samples for products and for printed matter are available in Atlas Copcos webshop, www.atlascopco.com/gear. To get detailed information about product paint colors, see the Group Standards Departments database. Color samples needed The color sample, sometimes also referred to as the color specimen, is the only standard that applies when producing any printed materials or products that involve our unique corporate colors. Make sure that your supplier always has a color specimen/ sample to use as a reference. If, for any reason, you need to make a complaint, you will have no claim if you have provided only a color code for the colors. A proof from your supplier is the best way to determine if your supplier has managed to reproduce the colors according to our standard.
You will find that many of our unique colors correspond to some of the colors in the Pantone color system. These are however merely recommendations and not infallible. Colors can never be reproduced by only referring to a fixed color code in color systems like Pantone or a CMYK code. The PMS and CMYK color codes for our colors should only be used as recommendations. Some of our colors are more complex than others. This means that the recommended codes/references will have to be adjusted, again warranting a proof. In the end, use your eyes to determine if the reproduced color is correct by comparing it to our printed material color samples and product color specimens! Finally, color samples are like dairy products and require proper storage. Replace old color samples with new and always keep them in a dark place. Note: The color specimens for products come with various levels of gloss. Gloss is an important characteristic which influences the visual impression of a color; read more about it in the Group Standards Departments database. Regarding printed material, please be aware that your choice of paper has a big impact on how the color comes out in printing, as does the amount of color, temperature, humidity, etc.
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Fonts
Fonts are important elements in building a strong brand identity. The fonts we use are Arial or Univers, Times New Roman, and Verdana and should be used in all communications. The fonts are chosen to make it easy for the reader. Titles, headlines, subheadings and tables: Univers or Arial. Captions: Univers, Arial or Times New Roman. Body text: Times New Roman. Short body text can also use: Univers or Arial. Digital media: Verdana and Arial. See each application for more information about which fonts to use, where, and when.
ABCDEFghijklmno 0123456
Arial Regular
Arial Italic
Arial Bold
Arial Bold Italic
Univers 45 Light
Univers 45 Light Oblique
Univers 47 Light Condensed
Univers 47 Light Condensed Oblique
Univers 55 Roman
Univers 55 Oblique
Univers 57 Condensed
Univers 57 Condensed Oblique
Univers 65 Bold
Univers 65 Bold Oblique
Univers 67 Bold Condensed
Univers 67 Bold Condensed Oblique
Univers 75 Black
Univers 75 Black Oblique
Times New Roman Regular
Times New Roman Italic
Times New Roman Bold
Times New Roman Bold Italic
Verdana Regular
Verdana Italic
Verdana Bold
Verdana Bold Italic
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Pattern
A pattern can have a purely decorative function or help ensure confidentiality, such as the patterns printed on the insides of envelopes. Patterns are often used for packaging. There is only one accepted Atlas Copco pattern. Therefore never redraw or alter the proportions of the pattern. Only an approved original may be used for reproduction.
Principle for construction of the pattern
Five color versions of the pattern
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4. Positioning Elements
The Bars Bar Colors Positioning, Placement, and Size Stage 1 Positioning, Placement, and Size Stage 2 Positioning, Placement, and Minimum Size Positioning, Placement, and Size Photos Between Bars Matrix 21 22 23 24 25 25 26 27
The Atlas Copco visual brand identity is created by its graphic elements. They are designed to support our brand positioning and build global recognition. It is crucial that they are used consistently.
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The Bars
The positioning program draws on the horizontal bars that characterize our Atlas Copco Blue logotype. Slightly faded at either end, they create a sense of motion. This dynamic motion represents the innovative interaction that takes place within Atlas Copco and between Atlas Copco and our customers. The key to the height of the bars is the logotype. The defined logotype size depends on the application. For each application, the height of the bars is relative to the space between the Atlas Copco logotype bars. The positioning layout is only mandatory for some selected applications, see matrix for more information.
1.
2.
3.
1. Bar 2. Logotype bar 3. Space between logotype bars
The space between the logotype bars defines the height of the bars
The space between the logotype bars defines the free space of the bars
The height of a bar in the logotype defines the free space between the bars and a photo
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Bar Colors
The main rule is that the positioning bars should be Atlas Copco Blue. On some product-related applications however, they can also be Atlas Copco Yellow or Atlas Copco Gray. No other colors may be used for the bars. When producing the bars manually, use the gradient tool in your design program. Set the gradient from 10% to 100% for the upper bar and from 100% to 10% for the lower bar (90% to 0% for a reversed bar). When bleed is used please make sure that it is consistent on the left and right edges. On a color laser printer 10% color shows up as white. If you use such a printer, consider using 20% color to get the correct look. The positioning layout is mandatory for selected applications; see the matrix for more information. In some cases, an Atlas Copco Blue background can be used instead of a white background; see the matrix.
10% Color
100% Color
10% Color
100% Color
100% Color
10% Color
100% Color
10% Color
Preferred choice: Atlas Copco Blue
Atlas Copco Yellow
10% Color
100% Color
0% Color
90% Color
100% Color
10% Color
90% Color
0% Color
Atlas Copco Dark Gray
Atlas Copco Blue
20% Color
Laser printer: Atlas Copco Blue
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Positioning, Placement, and Size Stage 1

The grid is a Atlas Copco positioning element. It is used for determining the size and placement of single photos as well as multiple photos (complementing a main photo). The size of the Atlas Copco logotype defines the placement and size of the positioning elements: the placement of the top bar, the height of the bars, the height of the white space between the bars and a photo, the size of the squares within the grid, and the size of a photo. The grid applies for both portrait and landscape formats. Collages should no longer be used. Figure 1. The top bar has a fixed position: three logotypes from the top for portrait and two logotypes for landscape formats. The height of the visual bar is equal to the space between the logotype bars. The space between the bar and photo is the same as the height of a logotype bar.
1. Grid square 2. Grid
The width of a grid square is the same as the width of the logotype (A4: 32 x 32 mm) and must always be an absolute square. Figure 2. Extend the square grid down the page to find the height of a main photo. The placement of the lower bar can vary depending on the size of the photo. Figure 3. Place the photo according to the grid. Figure 4. The grid must never extend further than three logotypes from the bottom.
1.
2.
Figure 1.
Figure 2.
Area for text
Area for text
Figure 3.
Figure 4.
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Positioning, Placement, and Size Stage 2

The grid is a Atlas Copco positioning element. It is used for determining the size and placement of single photos as well as multiple photos (complementing a main photo). The size of the Atlas Copco logotype defines the placement and size of the positioning elements: the placement of the top bar, the height of the bars, the height of the white space between the bars and a photo, the size of the squares within the grid, and the size of a photo. The grid applies for both portrait and landscape formats. Collages should no longer be used. Figure 1. Define the size of the main image (see previous page). Figure 2. Extend the grid across the page to define the grid for complementary photos. Figure 3. Place the complementary photos into the grid. Complementary photos should fill no more than half of the squares available. Complementary photos can either fill one or two squares (vertically or horizontally). Apply white lines over the grid and complementary photos (A4: 0.5 pt). Figure 4. The square grid must never cover more than 50% of the width of the main photo.
Figure 1.
Figure 2.
Area for text
Area for text
Figure 3.
Figure 4.
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Positioning, Placement, and Minimum Size

The minimum size of a photo is the height of one square. When placing complementary photos on a minimum size photo the squares should be divided into four, enhancing the grid by making it proportionally more visible. Squares can also be divided into four, when working with unusual formats (wide landscape, for example).
Positioning, Placement, and Size

Be sure to use the correct size of the logotype and to place it according to the brand identity rules for each application. By doing so, we strengthen the brand.
Brochures Logotype and Brand Promise Size and Grid
Format / Page Size US Letter A4 A5 A6 Logotype Size (Width) 32 mm 32 mm 28 mm 24 mm Promise Size (Width) 64 mm 64 mm 56 mm 48 mm Grid Square 32 mm 32 mm 28 mm 24 mm Line 0.5 pt 0.5 pt 0.5 pt 0.5 pt Margins (Top/Bottom/Left/Right) 10 / 19 / 10 / 10 mm 10 / 19 / 10 / 10 mm 10 / 14 / 10 / 10 mm 08 / 12 / 08 / 08 mm
Advertisements Logotype and Brand Promise Size and Grid

Broadsheet Tabloid Magazine (A4, US Letter) Small Ads (Less than A5) A5 Landscape Narrow Ads 60 mm 46 mm 32 mm 28 mm 28 mm 32 mm 120 mm 92 mm 64 mm 56 mm 56 mm 60 mm 46 mm 32 mm 28 mm 28 mm 32 mm 1.5 pt 1 pt 0.5 pt 0.5 pt 0.5 pt 0.5 pt 22 / 36 / 22 / 22 mm 19 / 30 / 19 / 19 mm 10 / 19 / 10 / 10 mm 10 / 14 / 10 / 10 mm 10 / 10 / 10 / 10 mm 10 / 19 / 10 / 10 mm
Posters Logotype and Brand Promise Size and Grid

A3 Poster 50 x 70 cm Poster 70 x 100 cm 46 mm 85 mm 120 mm 92 mm 170 mm 240 mm 46 mm 85 mm 120 mm 1 pt 1.75 pt 2.5 pt 23 / 33 / 23 / 23 mm 40 / 56 / 40 / 40 mm 56 / 80 / 56 / 56 mm
Exhibitions Logotype and Brand Promise Size and Grid

Roll-ups Hanging Banners 3-5 Panel Stands 350 mm 350 mm 12% of the Height Logotype width x2 350 mm Logotype width 5 pt * 75 / 150 / 75 / 75 75 / 150 / 75 / 75 Defined by Free Space
Billboards Logotype and Brand Promise Size and Grid

Billboards (Landscape) 12% of the Height Logotype width x2 Logotype width * Defined by Free Space
* Use your best judgement about the size of the line to make sure it is visible.
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Photos Between Bars

The photos between the bars should ideally communicate that Atlas Copco contributes to sustainable productivity i.e. that Atlas Copco people do everything they can to ensure reliable, lasting results with responsible use of resources; human, natural and capital. Photos should show the interaction within Atlas Copco and between Atlas Copco and its customers, Atlas Copco products and solutions in action, and, ideally, actual customer benefits. Use either one single photo or use several photos put into the grid system. (Photo collages should not be used.) The positioning layout is mandatory for selected applications, see the matrix for more information.
Head head head
Head head head
Head head head
Text text text Atie ex essequam ve iqui smodolobore mod er sum qu s augait vul a consenisc l ut nos io od tio consequat al t vul and o odo delesequ s nos at ve cidui et s s adit ve iquamet lan et quam qu s nos rud dolor si Giamcommy nul u et w sl ul aor sequi is e se digna a iquip et u putat eu s do um am il exer l t do o tions
Text ext ext At e ex essequam vel qui modo obore mod er sum quis auga t vu la consen scil ut nost o od t o consequat a it vu landio odo de esequis nos at verc dui et sis ad t veliquamet lan et quam quis nostrud do or si G amcommy nu lutet wisl u laor sequisis esse d gna al qu p et ulputat euis dolum am l exe i it dolort ons
At as Copco Company D vis on
A Company W th n the At as Copco Group Phone 07 3 37 1 09 ax 0733 3 0829
www at ascopco com
You can use the grid system
or a single photo
Cut-out photos may be used in the text area
Head head head
Head head head
Head head head
Text text text
Text text text At e ex essequam l qui smodolobore mod er sum qu s auga t vu la onse il ut nos io od t o consequat a it vul andio odo de esequ s n at vercidui et s s ad t ve iquamet an et quam quis nos ru olor si Giamcommy nul utet w sl u laor sequ sis esse di aliqu p et ulputat euis do um am il exer l t do ort ons
Atlas Copco Com www at asco y D v sion
A Comp ny Wi h n h l s C pco G oup Pho e 0733 37 19 ax 0733 370 29
com
Collages are not allowed
Cut-out photos are not allowed between the top and bottom bars
Text is not allowed between the top and bottom bars
Head head head
Head head head
Text ext ext At e ex essequam l qui modo obo e mod er sum quis auga t vu la consen il ut nost o od t o consequat a it vu landio odo de esequis n at verc dui et sis ad t vel quamet lan et quam quis nostru o or si G amcommy nu lutet wisl u laor sequ sis esse d g al qu p et ulputat euis dolum am l exe i it dolort ons
At as Copco Comp
A Company W th n t Phone 07 3 37 1 0
y D vis on
www at asco
o com
t as Copco Group x 0733 3 0829
Complementary photos should fill no more than half of the squares available
Photos placed next to each other are not allowed between the top and bottom bars
26
Matrix
Graphic Bars Required Optional Never Use Blue Bar Color Yellow Gray Blue Background (Optional) Sustainable Productivity More Information See Chapter
Stationery
Letterhead Business Cards and Correspondence Cards Envelopes Address Labels Fax Business Forms and Internal Memo Forms 5 5 5 5 5 5
Brochures
General Brochures (Front Page) Product Catalogs Yellow Equipment Product Leaflets Yellow Equipment Product Leaflets Gray Products Product Catalogs Gray Equipment Annual Reports Corporate Leaflets * Technical Manuals / Specifications Policy Documents 7 7 7 7 7 7 7 7 7
Magazines
Internal Magazines Customer Magazines 7 7
Campaigns
Direct Marketing
Advertisements **
Advertisements Recruitment Advertisements Advertisements A6 and Smaller 8 8 8
Press/News Release
Press Release Group News and Other Internal News 6 6
Web
Home Page and Sub-Pages Intranet 12 12
Other Electronic Media

TV and Videos CD and DVD Covers PPT Templates 12 12 12
Product and Service

Packaging Vehicles 14 14
Events and Promotional Material

Exhibitions *** Roll-ups Hanging Banners Promotional Material Airport/Road Billboards Bags (for exhibitions, etc.) Posters Wall Calendars * Always produced, or endorsed, by Corporate Communications. ** Black and white advertisements are allowed. *** For exhibitions, something should be used to communicate the positioning program; it can be posters, Roll-ups or even the stand itself, but it does not have to be everything. 10 10 10 10 9 10 9
27
5. Stationery
Letters Business Cards Correspondence Cards Envelopes and Address Labels Fax Cover Sheets Business Forms, Quotations, and Other Forms 29 30 31 32 33 34
To ensure a consistent corporate visual identity, all internal and external forms should have a uniform look.
28
Letters
10 mm 26 mm
10 mm
Logotype Atlas Copco Blue
1 1)
Page number Times New Roman 12 pt. Black text

All Atlas Copco Employees All Atlas Copco Companies All Atlas Copco Addresses All Atlas Copco Locations Worldwide
Page number only on letters of more than one page There should be no other objects in the header area
January 11, 2010 Dear colleagues, What does it mean: to be committed to sustainable productivity? Productivity is at the core of all our business activities. It means helping our customers get more out of every invested crown or other currency. Be it making our products faster, more energy efficient, safer or more ergonomic, the effect should be increased productivity. Commitment, interaction, innovation they are all means to this end. When we say that we are providing sustainable productivity, it adds the perspective that we always take the long-term view in everything we do. Our customers need to know they will be productive not just today or tomorrow, but a year or even ten years from now. Of course, we always strive to provide the highest possible productivity, but we believe doing so at the expense of certain values would ultimately damage both Atlas Copco and the customers. Sustainability is not about being green, although that is one of many important ingredients. For us, being committed to sustainable productivity covers a range of subjects: interacting with our customers, developing innovative products, having a good, diverse workplace for our employees, investing in competence development, engaging in our local communities and making safe, efficient products with a minimum of environmental impact. Our company culture is what makes us stand out among the competitors. It is strong, because it has been shared among our people since 1873. That is how we all know that there is always a better way. Lets make sure everybody also knows what it means to be committed to sustainable productivity. When youve finished reading, share your own story with your team, with new employees, with customers, or with me, at ronnie.leten@se.atlascopco.com. Yours sincerely, Ronnie Leten President and CEO
Context Times New Roman 12/auto pt. Black text
First column 1st Row: Operating name Arial Bold 9/auto pt. Spacing after 1.5 pt Black text Line thickness 0.5 pt Possible area for additional symbol. However it must never be larger than the Atlas Copco logotype
12 mm
Footer Include only on the first page The column width is not fixed. You may change the column width according to your needs but never the margins

Atlas Copco AB SE 105 23 Stockholm Sweden Visitors add ess Sickla Industrivg 3 Nacka Telephone +46 (0)8 743 8000 Fax +46 (0)8 644 9045 www atlascopco com A Public Company (publ) Reg No 556014 2720 Reg Ofce Nacka
10 mm
36 mm
10 mm
The first page of the letter has a different layout than the following pages
First column 2nd Row: Legal name Arial Regular 8/auto pt Spacing before 1.5 pt Black text 3rd 4th Row: Company address information Arial Regular 8/auto pt Black text
Second column 2nd Row: Visitors address Arial Regular 8/auto pt Spacing before 1.5 pt Black text 3rd 4th Row: Visitors address information Arial Regular 8/auto pt Black text
Third column 2nd Row: Telephone number Arial Regular 8/auto pt Spacing before 1.5 pt Black text 3rd Row: Fax number Arial Regular 8/auto pt Black text 4th Row: www.atlascopco.com or www.atlascopco.com/xxxx Arial Regular 8/auto pt Black text
Fourth column 2nd 4th Row: Additional information Arial Regular 8/auto pt Spacing before 1.5 pt Black text
On all stationery, the Atlas Copco logotype is placed in the upper left corner. The logotype must never be combined with a division or company name or any other type of additional element (except the pagination in the upper right corner). Company names are positioned in the footer of the stationery together with the address and telephone information. See Name Structure chapter. For important business documents, use the preprinted stationery (with the Atlas Copco Blue logotype) for letters. For digitally distributed letters, use the blue or black logotype. Only use the blue logotype template for printed letters if your printer can reproduce the Atlas Copco Blue color correctly. Templates for stationery are found in The Way We Do Things, chapter Communications and Branding.
Guidelines If you use headers in a letter, use Arial 12 pt bold. If you need to add enclosures, please list the enclosures below the closing paragraph. Make sure there is some space between the closing paragraph and the enclosure information. Avoid mixed-language templates. Avoid UPPERCASE text. The text in the footer may vary since different countries have different standards and needs. If there is a need to include another symbol in the letter, such as a quality symbol, place this at the bottom of the left margin at the same height as the address footer. It must never be larger than the Atlas Copco logotype. Local variations are accepted since different countries have different standards. Paper: White, environmentally friendly, 80-90 gsm.
29
Business Cards
5 mm 22 mm
Logotype Atlas Copco Blue There should be no other objects in this area
5 mm
Address must be an Atlas Copco address, no home/private addresses on company business cards.
5 mm
Daniela Keuschnig
Full Name Arial Bold 9/auto pt Black text Title Arial Regular 7/auto pt Black text Operating name or legal name Arial Regular 7/auto pt Black text 5 mm Line thickness 0.5 pt
5 mm 37 5 mm 37 5 mm 5 mm
Future Employee Communications Manager Corporate Communications

Atlas Copco AB (publ) SE-105 23 Stockholm, Sweden Visitors address: Sickla Industrivg 3, Nacka www.atlascopco.com Telephone: +46 (0)8 743 8000 Phone dir: +46 (0) 743 8000 Mobile: +46 (0)76 633 82 16 Fax: +46 (0)8 643 3718 E-mail: daniela.keuschnig@se.atlascopco.com
Footer First column 1st Row: Company name or legal name Arial Regular 5.5/auto pt Spacing before 1.5 pt Black text 2nd Row: Postal address Arial Regular 5.5/auto pt Black text 3rd Row: Visitors address Arial Regular 5.5/auto pt Black text 4th Row: Visitors address information Arial Regular 5.5/auto pt Black text 5th Row: Web address Arial Regular 5.5/auto pt Black text
Second column 1st Row: Telephone number Arial Regular 5.5/auto pt Spacing before 1.5 pt Black text 2nd Row: Direct number Arial Regular 5.5/auto pt Black text 3rd Row: Mobile number Arial Regular 5.5/auto pt Black text 4th Row: Skype or Fax number Arial Regular 5.5/auto pt Black text 5th Row: E-mail address Arial Regular 5.5/auto pt Black text
On all stationery, the Atlas Copco logotype is placed in the upper left corner. The logotype must never be combined with a division or company name, or any other type of additional element. Company names, etc., are positioned in the footer of the stationery together with address and telephone information. See Name Structure chapter. Alternative symbols are not allowed on business cards or correspondence cards. Those representing additional brands may include the website addresses on their Atlas Copco business card. Digital templates for stationery are found in The Way We Do Things, chapter Communications and Branding.
Guidelines Paper: White, environmentally friendly, 200-250 gsm. Avoid UPPERCASE text. If there is a need for having the business card in two languages, print one language on one side and the other language on the other side.
30
Correspondence Cards
8 mm 24 mm
Logotype Atlas Copco Blue There should be no other objects in this area
8 mm
Footer The column width is not fixed. You may change the column width according to your needs but never the margins First column 1st Row: First name Surname Arial Bold 9/auto pt Black text 2nd Row: Title Arial Bold 6/auto pt Black text 3rd Row: Operating name, where applicable Arial Bold 6/auto pt Spacing after 1.5 pt Black text Line thickness 0.5 pt
Daniela Keuschnig
Future Employee Communications Manager Corporate Communications Atlas Copco Group Center
Atlas Copco AB (publ) SE 105 23 Stockholm, Sweden Visitors address Sickla Industrivg 3, Nacka www atlascopco com Telephone +46 (0)8 743 8000 Phone dir +46 (0) 743 8000 Mobile +46 (0)76 633 82 16 Fax +46 (0)8 643 3718 E mail daniela keuschnig@se atlascopco com
First column 4th Row: Legal name Arial Regular 5.5/auto pt Spacing before 1.5 pt Black text
8 mm
Second column 1st Row: Telephone number (optional) Arial Regular 5.5/auto pt Spacing before 1.5 pt Black text 2nd Row: Telephone direct Arial Regular 5.5/auto pt Black text 3rd Row: Mobile number Arial Regular 5.5/auto pt Black text 4th Row: Fax number (optional) Arial Regular 5.5/auto pt Black text 5th Row: E-mail address Arial Regular 5.5/auto pt Black text
12 mm
8 mm
5th Row: Postal address including city and country Arial Regular 5.5/auto pt Black text 6th Row: Visitors address Arial Regular 5.5/auto pt Black text 7th Row: Visitors address information Arial Regular 5.5/auto pt Black text 8th Row: Web address www.atlascopco.se/xxxx Arial Regular 5.5/auto pt Black text
On correspondence cards appropriate contact information will differ from country to country. Include the contact details that help people reach you.
31
Envelopes and Address Labels

15 mm 32 mm
Envelopes: size C4 229 x 324 mm and larger
15 mm
Logotype Atlas Copco Blue on white background There should be no other objects in the header
15 mm
32 mm
Window envelopes: size 105 x 240 mm and larger
15 mm
Footer 1st row: Operating or Legal name Arial Bold 9/auto pt. Black text 2nd row: Postal address Arial Regular 8/auto pt. Black text 3rd row: City and country Arial Regular 8/auto pt. Black text 4th row: www.atlascopco.com or www.atlascopco.com/xxxx Arial Bold 9/auto pt. Black text
15 mm
Serv ce Division P O Box 222 B 2610 Wilrijk
10 mm
26 mm
10 mm
Atlas Copco Compressor
www.atlascopco.com
15 mm
Atlas Copco Compressor Technique

Service Division P O Box 222 B 2610 W lr jk
www.atlascopco.com
15 mm
15 mm
Atlas Copco Compressor Technique
Service D vision P O Box 222 B 2610 Wilrijk
www.atlascopco.com
10 mm
10 mm
Envelopes: size C5 162 x 229 mm and smaller
Footer Address labels: size 105 x 74 mm 1st row: Operating or Legal Name Arial Bold 9/auto pt. Black text 2nd row: Postal address incl. City and Country Arial Regular 8/auto pt. Black text Line thickness 0.5 pt
6 mm
Atlas Copco AB
16 mm
SE 105 23 Stockho m Sweden
3rd row: www.atlascopco.com or www.atlascopco.com/xxxx Arial Bold 9/auto pt. Black text
www atlascopco com
6 mm 20 mm 6 mm
6 mm
On all stationery, the Atlas Copco logotype is placed in the upper left corner and the address in the lower left corner. The logotype on the envelopes must never be combined with a division or company name or any other additional element. On address labels, however, the logotype is placed at the bottom of the label to avoid confusion with the name of the receiver. The company name is positioned in the footer of the stationery together with postal address and company website information. See Name Structure chapter. The format and placement of the address footer functions as a basic template. Local variations will be accepted since different countries have different standards. Alternative symbols are not allowed on envelopes or address labels.
Digital templates for stationery are found in The Way We Do Things, chapter Communications and Branding. Postmark Never use the logotype in the postmark. If needed, use the web address instead. Guidelines Local variations are accepted since different countries have different standards. Paper: White, uncoated environmentally friendly, 100-120 gsm.
32
Fax Cover Sheets

10 mm 26 mm
10 mm
Logotype Black
FAX
Fax Arial Bold 16 pt. Black text Receiver/Sender Details Arial Regular / Bold 12/auto pt. Black text There should be no other objects in the header
To: Company: Telefax No: Copy From Senders fax Atlas Copco AB +46 (8)
No of 1(1) pages: (this page included)
Date 11 February 2008
Heading
Text
Context Heading Arial Bold 16/auto pt. Black text Content Times New Roman 12/auto pt. Black text
First column 1st Row: Operating name, if applicable Arial Bold 9/auto pt. Spacing after 1.5 pt Black text Line thickness 0.5 pt Possible area for additional symbol. However it must never dominate the Atlas Copco logotype
12 mm
10 mm
36 mm
10 mm
Second column 2nd Row: Visitors Address Arial Regular 8/auto pt Spacing before 1.5 pt Black text 3rd 4th Row: Visitors address information Arial Regular 8/auto pt Black text
The model for a fax cover sheet is based on the first page of a letter. On all stationery, the Atlas Copco logotype is placed in the upper left corner. The logotype must never be combined with a division or company name, or any other type of additional element (except the word Fax positioned far right). The company name is positioned in the footer of the stationery together with address and telephone information. See Name Structure chapter. The logotype on a fax cover sheet may only be produced in black color.
Digital templates for stationery are found in The Way We Do Things, chapter Communications and Branding. Guidelines Placement of the receivers information may vary since different countries have different standards. Avoid mixed-language templates. Avoid UPPERCASE text.
Contents
33
Business Forms, Quotations, and Other Forms

10 mm 26 mm
10 mm
Logotype Atlas Copco Blue or Black
Quotation
Header Type of document Arial Bold 16 pt. Black text There should be no other objects in the header
First column 1st Row: Operating name, if applicable Arial Bold 9/auto pt. Spacing after 1.5 pt Black text Line thickness 0.5 pt Possible area for additional symbol. However it must never be larger than the Atlas Copco logotype
12 mm
10 mm
36 mm
10 mm
The model for a form is based on the first page of a letter. On all stationery, the Atlas Copco logotype is placed in the upper left corner. The logotype must never be combined with a division or company name, or any other type of additional element (except the document name). The company name is positioned in the footer of the stationery together with address and telephone information. See Name Structure chapter.
Guidelines If the document will be faxed, use a black logotype. Only use the Atlas Copco fonts. Avoid UPPERCASE text. Be consistent in your wording. Avoid mixed-language templates. Local variations are accepted since different countries have different standards. If there is a need to include symbol, such as a quality symbol, place this at the bottom of the left margin at the same height as the address footer. It must never dominate Atlas Copcos logotype.
34
6. News Releases
Press Releases Group News and Other Internal News
36 37
To ensure a consistent corporate visual identity, all internal and external news releases should have a uniform look.
35
Press Releases
10 mm 26 mm
10 mm
Logotype Atlas Copco Blue or black
1 1)
Press Release from the Atlas Copco Group

For further information please contact: Daniel Frykholm Media Relations Manager +46 (0)8 743 8060 or +46 (0)70 865 8060 Stephan Kuhn Business Area President Compressor Technique +32 (0)3 870 2938 or +32 (0)474 881 154
Page number Times New Roman 12 pt. Black text Press Release from (operating name) Arial Bold 14 pt. Black text Contact details Arial Regular 9/auto pt. Black text
Atlas Copco to acquire U.S. based Quincy Compressor

Stockholm, Sweden, December 18, 2009: Atlas Copco has agreed to acquire Quincy Compressor from EnPro Industries, Inc. for approximately MUSD 190 (BSEK 1.4). The acquisition supports Atlas Copcos protable growth in North America and China, adding a strong brand and an extensive distributor network. The acquisition is subject to regulatory approvals. Quincy Compressor had revenues in 2008 of MUSD 174 (BSEK 1.3), with an operating profit margin of about 15%, and has approximately 400 employees. It designs and manufactures reciprocating compressors, rotary screw compressors and vacuum pumps, primarily under the Quincy brand. Atlas Copco plans to further develop the Quincy brand independently, in line with the Atlas Copco Groups well established brand portfolio strategy. We look forward to working with Quincy Compressor and its strong distributor network. The strategic t is very good and we will be able to better serve customers in the United States with an even more differentiated product portfolio says Stephan Kuhn, Business Area President, Atlas Copco Compressor Technique. For Atlas Copco this acquisition offers interesting synergies in both product design and supply chain management while adding a strong brand for our continued growth. Quincy was founded in the 1920s and is headquartered in Bay Minette, Alabama. It has manufacturing facilities in Bay Minette, Quincy, Illinois, and in Kunshan, China. The products are sold through a network of independent distributors and agents. More than three quarters of the sales are in the United States. The acquisition is carried out by Fulcrum Acquisition LLC, a subsidiary of Atlas Copco North America LLC, and Atlas Copco (China) Investment Company Ltd., buying Quincy from EnPros subsidiary Coltec Industries, Inc. The company expects the transaction to close in the first quarter of 2010. Fulcrum will change its name to Quincy Compressor LLC once the acquisition is completed.
Atlas Copco discloses the information provided herein pursuant to he Secur ties Markets Act and/or the Financial Instruments Trading Act Atlas Copco is an ndustrial group with world ead ng pos tions n compressors construc ion and mining equipment power ools and assembly systems The Group delivers sustainab e solu ions for increased customer productiv ty through nnova ive products and services Founded 1873 the company s headquartered in Stockholm Sweden and has a global reach spanning more than 160 countries In 2008 Atlas Copco had 34 000 emp oyees and revenues of BSEK 74 (BEUR 7 7) Learn more at www a lascopco com
Context Heading Arial Bold 16/auto pt. Black text Content Times New Roman/ Bold 12/auto pt Black text Quote Times New Roman Italic 12/auto pt Black text
Footer Include only on the first page The column width is not fixed. You may change the column width according to your needs but never the margins First column 1st Row: Operating name, if applicable Arial Bold 9/auto pt. Spacing after 1.5 pt Black text Line thickness 0.5 pt
12 mm
Line thickness 0.5 pt Boilerplate/Descriptive text Atlas Copco and Atlas Copco Division Arial Regular/Bold 9/auto pt. Black text Boilerplate see The Way We Do Things, chapter Communications and Branding
10 mm

10 mm
36 mm
Press releases are a cost-effective way to create interest about the company or a product. Press releases can be sent to local or international press. Read more in The Way We Do Things, chapter Communications and Branding. The logotype is placed in the upper left corner. The template should clearly state the name of the operating unit responsible for sending the release. The footer, with company name and address, is the same as in a letter, see chapter 2 for more information.
Only use the blue logotype template for printed letters if your printer can reproduce the Atlas Copco Blue color correctly, otherwise you should use the black. Guidelines Paper: White, environmentally friendly, 80-90 gsm. Avoid mixed-language templates. Avoid UPPERCASE text. Include contact information and date.
36
Group News and Other Internal News

10 mm 26 mm
10 mm
Logotype Atlas Copco Blue or black
1 1)
Group News to be published immediately on the notice boards
Page number Times New Roman 12 pt. Black text Page number only on internal news release longer than one page Group News Arial Bold 14 pt/12 pt. Black text There should be no other objects in the header area
David Shellhammer new President of Underground Rock Excavation division

David Shellhammer has been appointed new President of the Underground Rock Excavation division, effective January 1, 2010. He is currently General Manager of the Construction and Mining Technique customer center in Canada. David is a proven leader whose experience from sales and product companies and good knowledge of both the mining and construction markets make him well suited for this challenging position says Bjrn Rosengren, President of the Construction and Mining Technique business area. Please join me in congratulating David and wishing him success in his new job. A citizen of the United States and Sweden, David Shellhammer has been with Atlas Copco for 20 years in various positions within Construction and Mining Technique, chiefly in marketing roles at customer centers as well as product companies in Germany and Sweden. Prior to his current position he was General Manager of Atlas Copco CMT Central Europe. David Shellhammer holds a bachelors degree in geology from Phillips University in Enid, Oklahoma, and studied to be a metallurgical engineer at Bergsskolan in Filipstad, Sweden.
Footer Include only on the first page The column width is not fixed. You may change the column width according to your needs but never the margins First column 1st Row: Operating name, if applicable Arial Bold 9/auto pt. Spacing after 1.5 pt Black text Line thickness 0.5 pt
12 mm
He succeeds Patrik Nolker, who is leaving for a position outside the Group. Stockholm Sweden October 2 2009 Bjrn Rosengren Business Area President Construction and Mining Technique

10 mm
36 mm
10 mm
Atlas Copco Corporate Communications creates internal news releases, called Group News, that are sent out when the need arises. Group News releases are based on the same format as a letter, with the logotype top left, a footer with the name of the company, and contact information. Only Corporate Communications can send Group News, but the same kind of template can be used for other kinds of internal newsletters, like News from the xxx division but it should clearly state the sender, both at the top and the bottom. See Name Structure chapter.
Guidelines Paper: White, environmentally friendly, 80-90 gsm. Avoid mixed-language templates. Avoid UPPERCASE text.
37
7. Brochures and Leaflets

Front Covers Inside Spreads Back Covers Printed Matter Without the Bars 39 40 41 42
Brochures and leaflets help build and maintain the brand identity. Product benefits, service and application knowledge should be highlighted in all communication.
38
Front Covers
10 mm
Headline Can also be used below the bars
Head head
Head head head

Bars Atlas Copco Blue, Atlas Copco Yellow or Atlas Copco Gray gradient can be used
Photo Single photo or grid design. Can change in size depending on the image. Use full color image
Head head
Headline Univers or Arial. Size depends on amount of text. Black text. Margin 10 mm. Whenever possible mention Atlas Copco in the headline
Head head head
Sustainable Productivity Logotype Atlas Copco Dark Gray. Placed in the bottom-left corner (See table below)
Logotype Atlas Copco Blue. Placed in the bottom-right corner (See table below)
19 mm
32 mm
10 mm
A story about sustainable productivity Atlas Copco creates innovative solutions that contribute to the customers sustainable productivity. This should be the message, communicated both in words and images, in all our printed materials. Product benefits, services, and application knowledge should always be stressed we cannot focus only on product features. Atlas Copco brochures, leaflets, and other printed matter in which we present our offerings, solutions, and services are generally used for several years. This underscores the importance of ensuring consistent use of our visual identity: the logotype, the corporate colors, the fonts, the bars, and the visuals in the photos.
Strict rules apply to the logotype placement, color, and size The Atlas Copco Blue logotype is always placed at the bottomright corner of the outside front cover. See the application matrix in the Positioning Elements chapter for when to use the positioning bars.
Brochure Front Covers Logotype and Brand Promise Positioning and Sizes
Format / Page Size US Letter US / Euro A4 A5 A6 Logotype Size (Width) 32 mm 32 mm 32 mm 28 mm 24 mm Logotype Position Bottom Right Bottom Right Bottom Right Bottom Right Bottom Right Promise Size (Width) 64 mm 64 mm 64 mm 56 mm 48 mm Promise Position Bottom Left Bottom Left Bottom Left Bottom Left Bottom Left Margins (Top/Bottom/Left/Right) 10 / 19 / 10 / 10 mm 10 / 10 / 10 / 10 mm 10 / 19 / 10 / 10 mm 10 / 14 / 10 / 10 mm 08 / 12 / 08 / 08 mm
Contents
39
Inside Spreads
15 mm
Headline Univers or Arial. Size depends on the amount of text. Margin 15 mm. Introduction text Univers or Arial. Size depends on the amount of text.
Head head head head head

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Body copy Times New Roman, Univers or Arial. Size depends on the amount of text.
19 mm
15 mm
5 mm
30 mm
5 mm
15 mm
15 mm
Caption text Univers or Arial. Size depends on the amount of text.
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Head head head head head head head head head

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vulla amconse eugait lobore modoleniat adionum dunt utat iuscilis nonummod duis nim dipsumsan ulput aut prat wis n t cor nci er ure commy nim dolortis alit lan henis doluptat Laore dunt acidui et lam qui tat p aes sim iusci eummy non eu feummod ipis s at Ut laorperit alit del t laor susto et ut ercing exer ip exer usto dignim quat vel erat adion heniscidunt n t aut dolore conum at n hent vel n henit alit lut velisl ea feuis elenissi Osto ea feugiamcommy nim quipit ust ud eugueri uscidu si Magna ad estin vel n vulla feuguer ip t do odolore feugait voluptat Dui tetuerci la core dolor susci dunt inci tat ssi Enim et velessi ssequatum vendre magn si smolo eet ipit velesed et dipit vel rilis e os augue doluptatie magna conse conulputat aut dolo em iure feuguer aessed tin ssit coreet lorerat nulputpatie et amet lut ad enis Ibh et et luptatem zzrit amet ipsum eum eu feuis nostrud en m zzriure faccumsandre tie dolor sis am do od el inim nonsequamet aliqu sl ir ure m n at lametue aese digna fac dunt lut d gnim zzrit aliqu s dipsustrud endiam susto core minismod dolore ming etummol uptat vent nulpute dolut ea am inis am quisi Tat corerit augue do exer sectem iliquat luptat Diam consed delit amet iure molore del sl eugait w s nummod am dolor senibh et amet alit ullummy nonsequ p sc l laorpe o conse ming euisis aliqu s d onsequam venisit laore dolestis t utat Agna al t laore magn m ing er sed tet luptat Ut al t atisi Lortis alit llam quat luptat con vel del ulput n am quam sequat n t enim in vel exercid uiscidunt volorem zz ilis esecte ver at summy nulla faccum velisi Aliquametum estionse magna alit ipsusto eros nulla alis nonu luptat la commy nullandre erat nu luptat Pit accum volut patet am adip eugiamet vend psum ex en t utpat Ut wisi Vulputat ulput dignim dui tie magniam con vullaore tet vel utpatue rostrud et adip exeraesequi blam n m nonsed tem quatue ver ad magnim dignisc ipismod olorer au giam eug am qu smol esecte erit nis adiam volendit aliqu sit luptat prat in hendion sectet uscil iure modolor erosto od t dolent ea faci blaortio delit ut lum nonse veles sequi el dolor sumsan elit non ute consent delit p aesse quisseniam quamcon sequam zzriure dolore consequatum adit dolendre ros at Boreetue faccum iustin utpatue del nci luptat iriusto consequat Rud min ullam volorperos nummy non sequat erci et lum velit acin ese min ex et lortis num iure iliquis nis ea con vel quat lor s t inis dit wissis m dolore exeriusc lit ent al s at vullan essisse del dolort o odo com mod ex enibh et consed exerci eugait luptat la faccum qu sl eu faccum rit ut accum do od ming exer suscipit luptat Rud Magna faci tem zzrilla autat nibh eugait nonu la ortinis Lsisis aci eummy nonsed tinc l ullum zzr urer sum delisl d t adip ex ero consecte faci blan er sectet wisl inci dunt ullaoreet nit utet ut ad dolendre commodion vel utat lam vel do con henim dolorer in ver susc psusto do odion ea aug amet qu si blamcor tionse doleniamcon volor se do od te d t vel ing esto dolore magn m quis cin cidunt vulputate ea adignit il do corperos at nos delis num dolore tem zzr t ir usto od er sustie conum ad tat Ex eugiam vent ut er sustrud tat utat Modolore molor ad min ut aliquis d onse vel ut acip enismod olen bh eum dolore minciduis numsan vel t iustrud eugait venit qu sci en bh esto endipis num usto et iustrud etue magnit ilit laort niam ea feu feum zzr usc l erit auguer si t acil ip smo lore feum et
19 mm
15 mm
5 mm
5 mm
30 mm
5 mm
5 mm
15 mm
A good layout is often simple. The spreads above are only examples. Be generous with the white space. Big photos and white space signal good quality.
Brochures Spreads Sizes for Margins

Format / Page Size US Letter US / Euro A4 Margins (Top/Bottom/Left/Right) 10 / 19 / 10 / 10 mm 10 / 10 / 10 / 10 mm 15 / 19 / 15 / 15 mm
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Back Covers
A4 Brochure/Leaflet Back Cover. General Details
Vertical Text Place and Date of the publication. Article number. Arial Regular 6 pt. Black text
15 mm
www.atlascopco.com
The logotype should always be Atlas Copco Blue and placed in the bottom-left corner on the back cover of brochures and leaflets
XX-XXXX
19 mm
19 mm
10 mm
32 mm
5 mm 5 mm
Sender Indication 1st row: www.atlascopco.com or www.atlascopco.com/xxxx Univers 75 Roman 9/10 pt or Arial Regular 9/10 pt Black text
A4 Brochure/Leaflet Back Cover. General Details

Vertical Text Place and Date of the publication. Article number Arial Regular 6 pt. Black text
15 mm
Distribution Company Inc.

Part of the Atlas Copco Group Phone: 0733 37 1909 Fax: 0733 370829
www.atlascopco.com
XX-XXXX
Sender Indication
19 mm
19 mm
10 mm
32 mm
5 mm 5 mm
1st row: Optional Reseller/distributor Operating or Legal Name Univers 75 Roman 12/10 pt or Arial Bold 12/10 pt Black text 2nd row: Operating or Legal Name Univers 75 Roman 9/10 pt or Arial Bold 9/10 pt Black text 3rd 4th row: Company Information and contact details Univers 55 Roman 8/10 pt or Arial Regular 8/10 pt Black text 5th row: www.atlascopco.com Univers 75 Roman 9/10 pt or Arial Bold 9/10 pt Black text
U.S. and combined format: To adapt printed matter to U.S. format, trim the A4 format at the upper and the lower edges as shown in the illustration below. If you make it in U.S. format from the beginning, the logotype should follow the rules stated in the table below.
Converted U.S. Brochure/Leaflet Back Cover. General Details

Vertical Text Place and Date of the publication. Order number Arial Regular 6 pt. Black text
15 mm
www.atlascopco.com
XX-XXXX
10 mm 9 mm
10 mm 9 mm
10 mm
32 mm
5 mm 5 mm
Sender Indication 1st row: www.atlascopco.com or www.atlascopco.com/xxxx Univers 75 Roman 9/10 pt or Arial Regular 9/10 pt Black text
Brochure Back Covers Logotype and Sender Indication Positioning and Sizes
Format / Page Size US Letter US / Euro A4 A5 A6 Logotype Size (Width) 32 mm 32 mm 32 mm 28 mm 24 mm Logotype Position Bottom Left Bottom Left Bottom Left Bottom Left Bottom Left Sender Position Bottom Right Bottom Right Bottom Right Bottom Right Bottom Right Margins (Top/Bottom/Left/Right) 10 / 19 / 10 / 10 mm 10 / 10 / 10 / 10 mm 10 / 19 / 10 / 10 mm 10 / 14 / 10 / 10 mm 08 / 12 / 08 / 08 mm
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Printed Matter Without the Bars
The At as Copco Group
Business Code of Practice
Policy leaflets, technical documents, and customer magazines do not have to use the bars. See the matrix in the Positioning Elements chapter.
Brochure Front Covers Logotype Positioning and Sizes
Format / Page Size US Letter US / Euro A4 A5 A6 Logotype Size (Width) 32 mm 32 mm 32 mm 28 mm 24 mm Logotype Position Bottom Right Bottom Right Bottom Right Bottom Right Bottom Right Margins (Top/Bottom/Left/Right) 10 / 19 / 10 / 10 mm 10 / 10 / 10 / 10 mm 10 / 19 / 10 / 10 mm 10 / 14 / 10 / 10 mm 08 / 12 / 08 / 08 mm
In 2010, a common customer magazine template was launched. The template will be used by all customer centers and divisions that are producing such a magazine.
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8. Advertisements
Storytelling Advertisements Portrait Advertisements Landscape Sender Indication Recruitment 44 45 46 47 48
All advertisements are brand-building tools.
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Storytelling
Innovating for long-term performance
We stand by our responsibilities towards our customers, towards the environment and the people around us. We make performance stand the test of time. This is what we call Sustainable Productivity.
Story content The copy should always communicate how Atlas Copco contributes to sustainable productivity how we do everything we can to ensure reliable, lasting results with responsible use of resources; human, natural and capital. It should always aim to identify a customers specific business challenge and our respective solution. Atlas Copco product benefits, services, and application knowledge should always be made explicit. Atlas Copcos interaction with customers should be central to our way of translating innovation into sustainable productivity. All copy should include reference to a concrete customer benefit. Tone of voice Tone of voice should be to the point and confident. Language should be concise. Stories should feature facts, figures, and real-life scenarios.
Story-writing checklist A complete story should include: A customer category or target industry. A customer challenge such as noise, efficiency, size, energy consumption, availability, reliability, service, knowledge application, innovative level, safety, or environmental issues related to the customers business. An account of an innovative solution to the specific customer challenge. Tangible proof of increased productivity. A statement articulating how Atlas Copco meet customer needs, making it the preferred choice.
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Advertisements Portrait
10 mm
Headline Univers or Arial. Size depends on amount of text. Margin 10 mm
Head head head
Head head head
Bars Atlas Copco Blue gradient unless produced in black and white
Photo Single photo or grid design. Can change in size depending on text. Use full color image unless produced in black and white
Text text text At e ex essequam veliqui smodolobore mod er sum qu s augait vu la consenis il ut nos io od t o consequat al t vul andio odo de e equ s nos at ve cidui et s s adit ve iquamet an et quam quis nos rud dolor si Giamcommy nul utet w sl ul aor equ sis esse digna a iqu p et u putat euis do um am il exer l t do ort ons
Atlas Copco Company/Div sion
A Comp ny Wi h n he A l s Co co G oup Phone 0733 37 1909 Fax 0733 3708 9
www atlascopco com
Single photo. Can change in size depending on text
Body copy and sender information Times New Roman, Univers or Arial. Size depends on amount of text. Margin 10 mm
Text text text Atie ex essequam veliqui smodolobore mod er sum quis augait vulla conseniscil ut nostio od tio consequat alit vullandio odo delesequis nos at vercidui et sis adit veliquamet lan et quam quis nostrud dolor si Giamcommy nullutet wisl ullaor sequisis esse digna aliquip et ulputat euis dolum am il exerilit dolortions
A Company W thin the Atlas Copco Group Phone 0733 37 1909 Fax 0733 370829
www atlascopco com
19 mm
10 mm
Logotype Atlas Copco Blue unless produced in black and white. Placed in the bottom right corner unless the advertisement is narrow. (See table below)
32 mm
10 mm
A story about sustainable productivity Atlas Copco creates innovative solutions that contribute to sustainable productivity. We should always try to include this message: that Atlas Copco people do everything they can to ensure reliable, lasting results with responsible use of resources; human, natural and capital. Atlas Copco product benefits, services, and application should be stressed in combination; we cannot focus only on product features.
Always use photos between the bars Photos should show the interaction within Atlas Copco and between Atlas Copco and its customers. The photo should include Atlas Copco people, products, solutions, and, ideally, customer benefits. When using a single photo, it should communicate sustainable productivity. There must always be photos between the bars. Sizes may vary, see above. Note: In advertisements A6 and smaller the usage of the bars is optional.

Format / Page Size Broadsheet Tabloid Magazine (A4, US Letter) Small Ads (Less than A5) A5 Landscape Narrow Ads Logotype Size (Width) 60 mm 46 mm 32 mm 28 mm 28 mm 32 mm Logotype Position Bottom Right Bottom Right Bottom Right Bottom Right Bottom Right Bottom Center Promise Size (Width) 120 mm 92 mm 64 mm 56 mm 56 mm Promise Position Bottom Left Bottom Left Bottom Left Bottom Left Bottom Left Margins (Top/Bottom/Left/Right) 22 / 36 / 22 / 22 mm 19 / 30 / 19 / 19 mm 10 / 19 / 10 / 10 mm 10 / 14 / 10 / 10 mm 10 / 10 / 10 / 10 mm 10 / 19 / 10 / 10 mm
Contents
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Advertisements Landscape
Headline Univers or Arial. Size depends on amount of text. Margin 10 mm
10 mm
Head head head

Bars Atlas Copco Blue gradient unless produced in black and white Bars positioned by two-logo rule
Photo Single photo or grid design. Can change in size depending on text. Use full color image unless produced in black and white
Body copy Times New Roman, Univers, or Arial. Size depends on amount of text. Margin 10 mm
Text text text Atie ex essequam veliqui smodolobore mod er sum quis augait vulla conseniscil ut nostio od tio consequat alit vullandio odo delesequis nos at vercidui et sis adit veliquamet lan et quam quis nostrud dolor si Giamcommy nullutet wisl ullaor sequisis esse digna aliquip et ulputat euis dolum am il exerilit dolortions
A Company With n the Atlas Copco Group Phone 0733 37 1909 Fax 0733 370829
www atlascopco com
10 mm
10 mm
Logotype Atlas Copco Blue unless produced in black and white. Placed in the bottom-right
Head head head
ext ext ext At e ex essequam vel qui smodo obore mod er sum quis auga t vu la consen scil ut no tio od t o consequat a it vul and o odo delesequis nos at ve cidui et s s adit vel quamet lan et quam quis nostrud do or si G amcommy nu lutet w sl ul aor sequis s esse digna a iquip et u pu at eu s dolum am l exe i it do ort ons
At as Copco Company D vis on
A Company W th n he At as Copco G oup hone 07 3 37 19 9 F x 0733 37 829
www at ascopco com
Single photo. Can change in size depending on text
Top bar positioned by two-logo rule when producing material in landscape.
A story about sustainable productivity Atlas Copco creates innovative solutions that contribute to sustainable productivity Atlas Copco people do everything they can to ensure reliable, lasting results with responsible use of resources; human, natural and capital. This should be the message, communicated both in words and images, in all our advertising. Atlas Copco product benefits, services, and application should be stressed in combination; we cannot focus only on product features.
Always use photos between the bars Photos should show the interaction within Atlas Copco and between Atlas Copco and its customers. The photo should include Atlas Copco people, products, solutions, and, ideally, customer benefits. Find detailed photo guidelines for photos using a grid system in The Way We Do Things. When using a single photo, it should communicate sustainable productivity. There must always be photos between the bars. Sizes may vary, see above. Note: In advertisements A6 and smaller the usage of the bars is optional but the brand promise should be used where possible.

Format / Page Size Magazine (A4, US Letter) Small Ads (Less than A5) A5 Landscape Logotype Size (Width) 32 mm 28 mm 28 mm Logotype Position Bottom Right Bottom Right Bottom Right Promise Size (Width) 64 mm 56 mm 56 mm Promise Position Bottom Left Bottom Left Bottom Left Margins (Top/Bottom/Left/Right) 10 / 19 / 10 / 10 mm 10 / 14 / 10 / 10 mm 10 / 10 / 10 / 10 mm
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Sender Indication
Head head head
Head head head

Text text ext At e ex essequam vel qui smodolobo e mod er sum quis auga t vul a consen scil ut nos io od io consequat al t vul andio odo de esequis nos at vercidui et sis ad t ve iquamet lan et quam quis nost ud do or si Giamcommy nu lutet w sl ul aor sequ sis esse digna al qu p et ulputat eu s dolum am il exeri it dolort ons
Atlas Copco Company/Divis on
A Company W th n he A las Copco Group Phone 0 33 37 1909 Fax 0733 370829
Head head head
www a lascopco com
Head head head head head head head head head
Sender Indication Specific or Web address 1st row: Operating or legal name Univers 75 Roman 9/10 pt or Arial Bold 9/10 pt Black text 2nd 3rd row: Company information and contact details Univers 55 Roman 8/10 pt or Arial Regular 8/10 pt Black text 4th row: www.atlascopco.com or www.atlascopco.com/xxxx Univers 75 Roman 9/10 pt or Arial Bold 9/10 pt Black text
Text text text atie ex essequam veliqui smod alit olobore mod er sum dolut quis au ga t vulla conseniscil al t ut nostio od t o conse quat alit vu landio odo delesequis nos at vercidui et s s dolut adit veliquamet lan et quam quis nostrud dolor si Giamcommy nullutet wisl ullaor sequiis esse dolut digna aliquip et ulputat euis dolum am il exer lit dolortions On ut luptatummod er suscip euisl ir t dolorpe ri uscip R t prat vel ing ex ea feugait veros euis num augiat euis verit alisse m n heniscilit aciliqua met nibh elis alisi Unt volor summod do od enibh ea cor se conse dio conul lan
Subhead subhead subhead

Text text text atie ex essequam vel qui smod al t olobore mod er sum dolut quis au gait vu la conseniscil alit ut nostio od tio conse quat alit vulland o odo delesequ s nos at vercidui et sis dolut adit veliquamet lan et quam quis nostrud dolor si Giamcommy nu lutet wisl ullaor sequiis esse dolut d gna al quip et ulputat eu s dolum am il exeril t dolortions On ut luptatummod er suscip eu isl irit dolorpe ri usc p ent nulput at nis dolut aut lortie m nibh Rit prat vel ing ex ea feuga t veros euis num augiat eu s ver t al sse min heniscilit aciliqua met nibh elis alisi Unt volor summod do od en bh ea cor se conse dio conul lan www atlascopco com

Part of the Atlas Copco Group Phone 0733 37 1909 Fax 0733 370829
Text text text A ie ex essequam ve iqui smodo obore mod er sum qu s auga t vu la consenisc l ut nostio od tio consequat a it vu landio odo delesequis nos at ver c dui et sis ad t ve iquamet an et quam qu s nostrud dolor si G amcommy nul u et wisl ul aor sequisis esse digna a iquip et ulputat euis do um
Modionsed eu feugue vel i it aut aor sum zriure el et praest s ea consequ sl ullummo lor isi Ommolutpat accumsan heniat alit vel t estrud m n vul and amcor sum iurem zriure eu sl ute eugiam corperosto et vul a eummy nu put al t quisc l iquisit a iquipisl ea adit ul putpat aut digna ad magna conulla atumsand t
Ed mod magnim ad t sl ut lore dio dolorer ciduisc l s auga t wismodia e elenismo ore doloreet ut augait au gue vent ri it eugueros do o e do ore er sumsan erostin hen scing et w s del ip e umsan ut dunt ut iusc p sit ate ming euguerat Ecte mod do u et verci eros nosto do or al quat do orer
At as Copco Company D vision

Part of he A las Copco Group Phone 0733 37 1909 Fax 0733 370 29
www at ascopco com
www atlascopco com
To signal the sender in landscape/portrait format: The logotype should be in the lower right corner. The Sustainable Productivity logotype should be in the lower left corner. The sending companys name and address should be in the area for text. To signal the sender where it is also necessary to show the reseller and/or distributor, place the name of the reseller/ distributor above the Atlas Copco company name.
To signal the sender in one column: The logotype should be centered. The sending companys name and address should be above the logotype. To signal the sender where it is also necessary to show the reseller and/or distributor, place the name of the reseller/ distributor above the Atlas Copco company name.
Advertisements Logotype, Brand Promise and Sender Indication Positioning and Sizes
Format / Page Size Broadsheet Tabloid Magazine (A4, US Letter) Small Ads (Less than A5) A5 Landscape Narrow Ads Logotype Position Bottom Right Bottom Right Bottom Right Bottom Right Bottom Right Bottom Center Promise Position Bottom Left Bottom Left Bottom Left Bottom Left Bottom Left Sender Position Area of text Area of text Area of text Area of text Area of text Area of text Margins (Top/Bottom/Left/Right) 22 / 36 / 22 / 22 mm 19 / 30 / 19 / 19 mm 10 / 19 / 10 / 10 mm 10 / 14 / 10 / 10 mm 10 / 10 / 10 / 10 mm 10 / 19 / 10 / 10 mm
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Recruitment
Headline Univers or Arial. Size depends on amount of text
Service Technicians
Atlas Copco Compressor Technique is looking for a Business Line Manager Aftermarket
Bars Blue gradient unless produced in black and white Photo Single photo or grid design. Can change in size depending on text. Use full color image unless produced in black and white
Our customer is building the longest tunnel in the China. Do you want to contribute to their high speed production? Atlas Copco China is looking for two dedicated service technicians. www.atlascopco.com/careers
Atlas Copco s an industrial group with world leading positions in compressors construct on and min ng equipment power tools and assembly systems The Group delivers sustainable solutions for increased customer productivity through innovative products and services Founded 1873 the company is based in Stockholm Sweden and has a global reach spanning more than 170 countries In 2009 Atlas Copco had about 30 000 employees and revenues of BSEK 64 (BEUR 6 0)
The company description Univers 55 or Arial. Black text The most recent description of the Group, the boilerplate, can be found in The Way We Do Things, chapter Communications and Branding
Would you be interested in the challenge to develop our expanding aftermarket organization? Learn more on:
www.atlascopco.com/careers
Atlas Copco is an ndust ial group w th world lead ng posit ons n compresso s construct on and m ning equipment power tools and assembly systems The Group delivers sustainable solutions for ncreased customer p oduct v ty hrough innovative products and serv ces Founded 1873 he company s based in Stockholm Sweden and has a global reach spanning more han 170 countr es In 2009 A las Copco had about 30 000 employees and revenues of BSEK 64 (BEUR 6 0) Learn mo e at www a lascopco com
Body copy Times New Roman, Univers, or Arial. Size depends on amount of text. Margin 10 mm
Sustainable Productivity Logotype. Atlas Copco Dark Gray. Placed in the bottom-left corner (See table below)
Logotype Atlas Copco Blue unless produced in black and white. Placed in the bottom right corner unless the advertisement is narrow
Recruitment advertisement Recruitment advertisements are a vital tool for recruiting new employees. But they are also an important brand-building tool presenting Atlas Copco to the market, to our customers, and to our competitors. Accordingly, all of our recruitment advertising should be consistent with the Atlas Copco visual identity.
Boilerplate Atlas Copcos company description, the boilerplate, sums up the Atlas Copco Group and our offering. It provides our target audiences with an overall picture of the company and what can be expected of us. The boilerplate should be incorporated in our recruitment advertisements. The most updated version of the Atlas Copco boilerplate can be downloaded from The Way We Do Things, chapter Communications and Branding, News Releases.
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9. Posters and Billboards

Posters Portrait Posters Landscape Billboards 50 51 52
Atlas Copco posters and billboards help build the brand. They must have a uniform look.
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Posters Portrait
Headline Placed above or below the bars. Univers or Arial. Size depends on amount of text
Head head head
The bars could be in Atlas Copco Blue, Atlas Copco Yellow or Atlas Copco Gray
Photo Single photo or grid design. Can change in size depending on text. Use full color image
Headline can be placed above or below the bars This area can be used for body copy or a cut-out photo
Sustainable Productivity Logotype

XXX XXX XXX XXXX
Logotype Atlas Copco Blue. Place in the bottom-right corner. Note the margin is bigger than usual as posters are often inserted into frames. This allows the logotype to maintain the free space needed
80 mm
Article Number Arial 10 pt. Place in the corner so it is hidden when placed into a frame
56 mm
120 mm
56 mm
A poster has both a strong impact and a decorative function. It can be framed and put on the wall for a long period or produced only for use at an exhibition. You should always include a sender indication such as a website address on the poster. The positioning bars are optional on posters. However, additional elements are not permitted.
Format / Page Size A3 Poster 50 x 70 cm Poster 70 x 100 cm Logotype Size (Width) 46 mm 85 mm 120 mm Logotype Position Bottom Right Bottom Right Bottom Right Promise Size (Width) 92 mm 170 mm 240 mm Promise Position Bottom Left Bottom Left Bottom Left Margins (Top/Bottom/Left/Right) 23 / 33 / 23 / 23 mm 40 / 56 / 40 / 40 mm 56 / 80 / 56 / 56 mm
Contents
50
Posters Landscape
Headline can be placed above or below the bars
Photo Single photo or grid design. Can change in size depending on text. Use full color image
Bars The bars could be in Atlas Copco Blue, Atlas Copco Yellow or Atlas Copco Gray Bars positioned by two-logo rule
Headline Placed above or below the bars. Univers or Arial. Size depends on amount of text. Area can be used for body copy or a cut-out photo
Head head head

XXX XXX XXX XXX
Sustainable Productivity logotype
Article Number Arial 10 pt. Place in the corner so it is hidden when placed into a frame
A poster has both a strong impact and a decorative function. It can be framed and put on the wall for a long period or produced only for use at an exhibition. You should always include a sender indication, such as a website address on the poster.
The positioning bars are optional on posters. However, additional elements are not permitted. The brand promise logotype should be used whenever possible

Format / Page Size A3 Poster 50 x 70 cm Poster 70 x 100 cm Logotype Size (Width) 46 mm 85 mm 120 mm Logotype Position Bottom Right Bottom Right Bottom Right Promise Size (Width) 92 mm 170 mm 240 mm Promise Position Bottom Left Bottom Left Bottom Left Margins (Top/Bottom/Left/Right) 23 / 23 / 23 / 23 mm 40 / 40 / 40 / 40 mm 56 / 56 / 56 / 56 mm
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Billboards
Head head head head

Bars positioned by two-logo rule
The logotype is 12% the height of the billboard
Sustainable Productivity logotype
Billboard 2425 mm x 1625 mm
Billboards have great brand-building impact and can, for example, be placed on airport walls or on large buildings. The positioning bars are required on billboards. Due to such a wide landscape format, the three-logo rule must be broken. Instead the two-logo rule will determine the position of the bars. The logotype height should be 12% of the height of the billboard.
Billboards Logotype and Brand Promise Positioning and Sizes
Format / Page Size Billboards (Landscape) Logotype Size 12% of the Height Logotype Position Bottom Right Promise Size Logotype width x2 Promise Position Bottom Left Margins (Top/Bottom/Left/Right) Defined by Free Space
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10. Events and Promotional Material

Exhibition Stands Roll-ups Hanging Banners Promotional Material and Clothing 54 55 56 57
Exhibitions involve meeting customers and potential customers face to face. It is important that the face of our communications material is consistent and easy to recognize, and that the text and other graphic elements be large enough.
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Exhibition Stands
Innovating for long-term performance
We stand by our responsibilities towards our customers towards the environment and the people around us We make performance stand the test of time This is what we call Sustainable Productivity
Exhibition stand with roll-up and podium
At an exhibition, it is important to create interest to make good contacts and strengthen the brand. The exhibition might be indoors or outdoors, it might be big or small, with many or no products; there is a great deal of freedom permitted here. An exhibition can contain many different displays, and the positioning bars should be visible on at least a couple of them. Maintain a uniform look When more than one Atlas Copco company is taking part in the same exhibition, such as Bauma, Hannover, and Las Vegas, it is very important to maintain a uniform look. Always check with your colleagues prior to an exhibition. A consistent look will strengthen the Atlas Copco brand. The booth should be predominantly in Atlas Copco Blue, but every Atlas Copco color is allowed. To assure readability, use only Arial or Univers, never smaller than 20 mm. Headings should be much larger. The corporate logotype must always be clearly displayed at the top of the stand.
When producing a five-panel stand, often the end panels are curved. When this is the case, place the logotype on the second panel at the top left. The size of the logotype is 12% of the height of the stand. Free space rules will determine the positioning of the bars. Web address Your website address should be shown somewhere on the exhibition stand, but it does not need to be printed on every panel. Note: Do not display distributors or clients logotypes on the products at exhibitions. These can be shown on a separate sign. Note: Always send color samples to the printer in order to show what colors you intend. If, for any reason, you should need to make a complaint to the printer, you will have no claim if you have provided only a color code for the colors.
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Roll-ups
Logotype can be placed in the top-left corner or bottom-right corner
Headline can be placed above or below the bars. Univers or Arial
Head head head

Always use blue bars. The two-logo rule defines the position of the top bar
Photo Single photo or grid design. Can change in size depending on text. Use full-color image
Space for headline, body copy (Univers or Arial), and sender information
Head head head
Subhead subhead subhead

Bullet point Bullet point Bullet point
Logotype can be placed in the bottom-right corner or top-left corner
Roll-ups, like posters, are a great way to create impact. When producing Roll-ups keep in mind where they will be used. In crowded areas it is better to place the Atlas Copco logotype at the top.
Format / Page Size Roll-ups Logotype Size (Width) 350 mm Logotype Position Top Left / Bottom Right Promise Size (Width) Promise Position
For good visibility, use only a single photo.
Margins (Top/Bottom/Left/Right) 75 / 150 / 75 / 75
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Hanging Banners
Logotype can be placed in the top-left corner or bottom-right corner
Head head head head head head
Headline can be placed above or below the bars. Univers or Arial
Always use blue bars. The two-logo rule defines the position of the top bar
Photo Always use a single photo. Can change in size depending on text. Use full color image
Space for headline, body copy (Univers or Arial), and sender information
Head head head head head head head head
Subhead subhead subhead subhead subhead
Logotype can be placed in the bottom-right corner or top-left corner
When producing a hanging banner, keep in mind where it will be used. If placed high up in an exhibition hall it is better to place the Atlas Copco logotype at the bottom. If placed lower down the logotype will be more visible at the top of the banner.
Format / Page Size Hanging Banners Logotype Size (Width) 350 mm Logotype Position Top Left / Bottom Right Promise Size (Width) Promise Position
Only use a single photo and not the grid system due to visibily.
Margins (Top/Bottom/Left/Right) 75 / 150 / 75 / 75
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Promotional Material and Clothing
When producing any promotional material it is important to use our unique and strong elements our logotype, fonts, and our colors in the correct way. Consistent use of our logotype and colors is important in branding our Group, which is what promotional material is all about. The promotional material should also reflect innovation, quality, and functionality. Give-away items are not only gestures of goodwill. They also serve as pleasant reminders of Atlas Copco. Logotype Always strive to have full free space around the logotype. In some cases however, like on pens, the logotype gets very small if you have full free space. On those exceptional cases, use half the free space instead. The logotype must never be played with by separating the bars and Atlas Copco. The logotype is only permitted in the corporate colors; Atlas Copco Blue, Atlas Copco Black, and white.
Note: Place only the Atlas Copco logotype on sales promotional material. Exceptions might apply to product launches and specific events for customers, fairs, etc. Colors Corporate colors must be used wherever possible. Strive to use Atlas Copco Blue as much as possible. If using other colors the logotype must be in the most appropriate corporate color and never on a busy background. When producing a woven or embroidered logotype the producer has to use a thread color as close as possible to our corporate color. Fonts Use Univers or Arial. Web address There are many opportunities to expose our web address on promotional material, and it should be done when space allows. Use Univers bold or Arial bold.
Promotional Material and Clothing Material Color and Logotype Color

Promotional material color Atlas Copco Blue White Atlas Copco Black Atlas Copco Light Gray Atlas Copco Dark Gray Atlas Copco Yellow Non-corporate color Glass, Metal, etc. Logotype color White Blue Blue or White Black White Black Use the most appropriate color Some promotional material like crystal and metal may look better by using a more discrete technique than a printed logotype sticker. For such items it is preferable to use techniques such as blind embossing, relief printing, and surface blasting.
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11. Premises
Impression Lobby and Reception Facility Signs Facade and Roof Signs Flags 59 60 61 62 63
A warm welcome linked with a good visual image in the lobby and reception of our offices is important in making a good first impression of Atlas Copco, its values, work style, and culture. If the first impression is good, it is easier to communicate the message afterwards.
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Impression
Impression Always strive to give the premises an obvious Atlas Copco look by using the Atlas Copco elements when redecorating (both indoors and outdoors). For example, instead of painting a wall red, use Atlas Copco Blue. Welcoming feeling Take good care of your visitors. It should be easy for visitors to find their way to Atlas Copco (from the airport, train station, etc.), and to find visitors parking
spaces, the main entrance, reception, and other important buildings. Indoors it should be easy to find emergency exits and restrooms. There should always be a parking space reserved for visitors close to the entrance(s). Offer guided workshop tours, road maps, local city maps, coffee, and other simple things that will make them feel more welcome.
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Lobby and Reception
A warm welcome linked with a good visual image in the lobby and reception gives a good first impression of Atlas Copco, its values, work style, and culture. Logotype Place the logotype on the entrance door as well as on the reception wall. Reception desk Keep the reception desk tidy and decorated with Atlas Copcos table flag. Provide Atlas Copco pens and notepads if requested. Message Place a copy of the Atlas Copco book The Atlas Copco Way or similar in the reception and have the latest newsletters and magazines available. This is also an excellent opportunity to commu-
nicate who we are, what we do, and how we do things by showing up-to-date brochures and other relevant information and pictures. Pictures are an economical and easy way to increase the quality of the lobby and reception. Make sure the pictures are up to date; do not show a picture of a product you do not sell any more. Movies / Internet If possible, have a screen in the reception or lobby where visitors can watch the latest Atlas Copco movies or surf the Internet. If there is an internet connection, make sure the default home page is an Atlas Copco home page.
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Facility Signs
3X
3X
Univers 75 Roman or Arial Bold. Black text
X X
Atlas Copco Company f Main entrance f Visitors parking g Building A f Building B f Building C f Building D
Atlas Copco Company with a long name f Main entrance f Visitors parking g Workshop h Goods terminal
2X
Univers 55 Roman or Arial Regular. Black text
Text size should be easily read from a distance
h Building E f Building F h Goods terminal

Other Atlas Copco company logotypes and directions
Other Atlas Copco company logotypes and directions
3X
3X
X X
Atlas Copco Company f Main entrance f Visitors parking g Building A f Building B h Goods terminal
Atlas Copco Company with a long name f Main entrance f Visitors parking g Workshop h Goods terminal
2X
All facility signs are meant as a help for visitors. Make the signs easy to understand. We have a duty to our environment to ensure that our signs are appropriate to their surroundings. Different buildings require different types of signs, but use the Atlas Copco Blue logotype or the white logotype on the Atlas Copco Blue background whenever possible.
If you share office space with another brand or company in the Group, you can create combined signs, but be sure to handle the Atlas Copco elements correctly and try to incorporate as much as possible of the sign layout.
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Facade and Roof Signs

Atlas Copco Company Name
Facade sign Illuminated facade sign
Atlas Copco Company Name with a long name

Facade sign
Atlas Copco Company Name

Facade sign Illuminated facade sign

Facade sign

Facade sign
Half the free space is allowed on facade signs
Different buildings require different types of signs. On facade signs, less free space is permitted. The restricted area is reduced to half. The aim here is to display the logotype in as large a format as possible against the often limited background area provided by the sign itself. We have a duty to our environment to ensure that our signs are appropriate to their surroundings. Use the Atlas Copco Blue logotype or the white logotype on the Atlas Copco Blue background in as many cases as possible. Note: The logotype may only be used on its own (without the company name) on roof signs and on additional buildings, but can be combined with the logtypes of other Group brands on the main building facade. Facade signs must include the logotype.
Illuminated signs An illuminated sign is often required if it needs to be seen from a distance. Take particular care when producing illuminated signs. Colors are altered by the effect of light passing through them, so the color code must be adapted. Ultimately, Atlas Copco Blue is the visual impression that should be achieved. The suppliers task is to ensure that this is the case, which means that color samples should be provided. Do not simply give a color code. If, for any reason, you need to make a complaint, you will have no claim if you have provided only a color code for the colors.
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Flags
Flags attract attention and are generally visible from a long distance. When you raise the Atlas Copco flag at your facility, you are also raising awareness of our visual identity. There must be at least one outdoor flag at each premise and one table flag in each conference room and in the reception. Flags for indoor use help us to build a stronger brand. If we show a flag in each conference room and in the reception, we will give a message to our visitors that we are proud of working at Atlas Copco. Background colors The logotype is printed in white against an Atlas Copco Blue background. The advantage of the darker version of the flag is that it has a stronger visual impression and shows the Atlas Copco Blue color more prominently. For flags on stands (used as table decorations at conferences, etc.), it is recommended that the logotype is printed in white against the Atlas Copco Blue background. To safeguard the identity, the flags are produced by Corporate Communications and sold through Atlas Copcos webshop at www.atlascopco.com/gear. Flag sizes The recommended flag size is of the flagpoles height.
Flags Sizes for Table Decoration

Flag Stand 400 mm 500 mm Flag Size (Width x Height) 160 mm x 100 mm 240 mm x 160 mm
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12. Web and Digital Media

Web E-mail Signature PowerPoint Presentations CDs, Videos, and DVDs TV, Videos, and DVDs Group Common Databases 65 66 67 68 69 70
Online communication and marketing activities are important and extremely cost-effective parts of our communication efforts.
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Web
Customers, future employees and other stakeholders use the web for company, product, service and employment information. You can find guidelines and templates concerning the web in The Way We Do Things, chapter Communications and Branding. Please contact WebCMS Help for guidance.
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E-mail Signature
HTML coded signature:
Best regards First name Surname Title Atlas Copco XX Address, Country Phone: 1234 1234 12 - Mobile: 1234 1234 - Fax: 1234 1234 E-mail: firstname.surname@xx.atlascopco.com Company Reg. No.: XXX Company Reg. Office: XXX Visit Atlas Copco at atlascopco.com Committed to sustainable productivity
Regular text signature:

Kind regards, First name Surname Title Atlas Copco company name Address, Country Phone: 1234 1234 12 - Mobile: 1234 1234 - Fax: 1234 1234 E-mail firstname.surname@xx.atlascopco.com Company Reg. No.: XXXX Company Reg. Office: XXXX Visit Atlas Copco at www.atlascopco.com Committed to sustainable productivity
Brand promise statement should be in every e-mail signature Verdana 10 pt on all e-mail signatures Brand promise statement should be in every e-mail signature
When writing e-mails, it is important for the receiver to understand who you are, know your title, and receive your contact information. The web address and brand promise should always be there, but do not add more messages in the signature it distracts attention from the main message. It is also important to use a signature which will be understood correctly, therefore we should never use any symbols in the signature ((7(*8). Instructions for creating an e-mail signature can be found in The Way We Do Things. Note: Company information in the signature is subject to local legal requirements.
There are two different ways of adding your signature in Lotus Notes. 1. Use an HTML file. 2. Add regular text information: Open Lotus Notes. Go to your Inbox. Choose Tools/Preferences/Signature. Mark the box Automatically append a signature to the bottom of my outgoing.
Now you have to choose which signature you want (HTML or regular text). If you choose HTML or image file, you will have to place the edited html file here first: Desktop: F:Notes/Data. Laptop: C:Program Files/Lotus/Notes/Data. and then browse the file and press OK. If you choose a plain text signature, write your signature according to the instruction.
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PowerPoint Presentations
Use the electronic PowerPoint template found in The Way We Do Things, chapter Communications and Branding. The Atlas Copco logotype and frame can also be preprinted for overhead transparencies, if necessary. Fonts Use Arial. Format The recommended format is landscape. This is most appropriate for PowerPoint presentations, overhead transparencies, and electronic media.
Product names In general, product names should not be placed in close proximity to the Atlas Copco logotype. But if necessary, this should be done in a way so that the product name does not visually dominate the logotype. Uppercase letters in the product name may never exceed of the distance between the bars of the logotype. Ensure also that the free space surrounding the logotype is not violated.
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CDs, Videos, and DVDs
Headline. Univers or Arial. Size depends on amount of copy
Head head head
Atlas Copco Blue bars
Logotype is 28 mm wide. The logotype free space will define the position of the bars
28 mm
Headline. Univers or Arial. Size depends on amount of copy. Headline should match the headline on the front cover in positioning
Head head head

Text text text Gait, verostrud exero odolore digna feu feum adiamet, commy niatinim num vel init adiam iure facipsu scilis nullam vercipis nonum diamet num augait la adiat eugiam acil iriurem vulputet, velisl dolortisit la faccum iniam quamet eriure venim il dolorper accum dolor sit nullutpatum quisci euguero stinisi te vel delenis dolore duis augue feugue tat lut dolore faccum am, vullam ip essenibh euis alit dipsusci dolobor ipit veliqui bla autpatum zzriure. Vulla feui exer sed tat lum augiam velis eliquat. Olore do odolum nulput aliquat ueraesto dolorerosto eugiamc onsenibh exeraestrud tie ming eugiamcommy nulputpatue te feuisisisl dolorper iusto commy niamcon sendrerilis nullandrem zzrillan eu feuiscinim quam augiam, velestin henis nummodignim et nulputem vent ut wis dip er ad magna aut lobore molor sequamcorem illuptat ullandignibh esto do duis nissecte delessim vulputa tuerit aliquis numsandipsum incil ip erat lutetum sandit adio consequis endrem nullum volobor at eugait aut. Autpat lan vel ese volor suscin euis ea core facidui bla feugait vol oreetue euisl dolor inis nos dolor sum alit wis nisciliquam nisci blam et prat nonse veliquatie mod te vulla conum dolenibh exercidunt exerci ea feu facin et, sum qui blaore do conse ea cor alit luptat irit la faci exerit at. San voloborem dipis et adio commoluptat. Iduis deliquis nonse niam, conse dolor iureet adignim do dionulp utpat.
Head head head
Headline. Univers or Arial. Size depends on amount of copy
Head head head
Blue bar. The threelogo rule defines the position of the top bar
Body copy. Times New Roman Regular
Photo can vary in size depending on content
Logotype and sender indication must be placed on both back and front covers. Logotype must also be placed on the spine
www.atlascopco.com
Da e and place of publicat on
Logotype Atlas Copco Blue. 28 mm. Margins, see chapter 3
CDs/DVDs Center the title at the top and use Univers or Arial. Additional information or an order number can be placed above or below the positioning bars. The Atlas Copco logotype should be centered at the bottom.
CD, DVD, and video covers Center the logotype at the bottom of the spine. The logotype should be placed in the bottom left corner on the back cover and in the bottom right corner of the front cover. Titles should be in Univers or Arial and the body text in Times New Roman. Note: CD, DVD, and video covers have many different formats but the brand promise logotype should be used whenever possible. Above is just an example.
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TV, Videos, and DVDs
When the Atlas Copco logotype is the only element used, it should not be less than half the width of the screen image
TV, videos, and DVDs Only the Atlas Copco Blue logotype is to be used in TV advertising, videos, etc. Strive for the best possible contrast against the background. Short animated sequences with the logotype are permitted. The final image in the animation should show the logotype as a still picture.
Note: Pay particular attention to colors when producing electronic images. Colors in electronic media are altered by the light behind them, which may mean that the color-coding will need to be adapted. Ultimately, it is the visual impression of Atlas Copco Blue that we want to achieve. It is the task of the suppliers/producers of electronic media to ensure that this is the result, which means that color samples always should be attached to orders. Do not simply send color codes. If, for any reason, you need to make a complaint, you will have no claim if you have provided only a color code for the colors.
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Group Common Databases
Logotype Atlas Copco Blue 148 x 70 pixels. Half free space/restricted area
Arial Bold 12/auto pt. Blue or black text
Arial Bold 10/auto pt. Blue or black text
Navigator The navigator in the database must contain the Atlas Copco logotype and the name of the database together with the database specific menu items. Background color The background color used in the navigator and documents is white. For complementary colors see Logotype and Graphical Elements, Colors. The Atlas Copco logotype The logotype for electronic media must be used. The logotype should be centered in the top of the navigator. The logotype is 148 x 70 pixels and the logotype should be surrounded by half the free space.
The name of the database The database name should be displayed immediately below the logotype. Use Arial 12 pt, bold, Atlas Copco Black or Atlas Copco Blue. Menu items The menu item in the navigator should be displayed below the database name. The free space between the database name and the first menu item should be the same as the free space used for the Atlas Copco logotype. Use Arial, bold, 10 pt. Bullets can be used in connection with menu items. The bullets should be Atlas Copco Black, Atlas Copco Blue, or Atlas Copco Yellow. Document headers The Atlas Copco logotype must be displayed on the document. The logotype used should be 80 x 40 pixels. The logotype should be surrounded by free space. Fonts Arial, bold 12 pt is used for headlines. Verdana, plain 9 pt is used for body text.
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13. Products
Colors Product and Parts Labeling Small Products and Consumables Large Products 72 73 74 75
An Atlas Copco branded product must be recognized as Atlas Copco.
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Colors
PRODUCT NAME
Yellow painted product with black logotype and text
PRODUCT NAME
Dark gray painted product with white logotype and text
PRODUCT NAME
Black painted product with white logotype and text
PRODUCT NAME
Light gray painted product with black logotype and text
PRODUCT NAME
Non-painted product with engraved logotype and text
The following product colors are allowed: Atlas Copco Yellow, Atlas Copco Light Gray, Atlas Copco Dark Gray, and Atlas Copco Black. Color specimens for all our product colors are available in our webshop www.atlascopco.com/gear. Please note that color specimens for products have a range of glossiness, the glossiness is important for the impression of the color.
Unpainted products are also allowed, but only for consumables. Each product color has a defined logotype color and product name color; see the illustration above. Fonts to be used are Univers 75 or Arial Bold. The logotype must be clearly visible. Letter height should never exceed of the space height (X).
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Product and Parts Labeling
PRODUCT NAME
First choice: Rectangular space for logotype and product name
PRODUCT NAME
PRODUCT NAME
PRODUCT NAME
Square space for logotype and product name
Second choice: Rectangular space for logotype and product name
Last choice: Rectangular space for logotype and product name
Fonts to be used: Univers 75 or Arial Bold The logotype must dominate the product name; therefore the product name letter height must not exceed of the height of the space between the bars (x) Product names must be placed outside the logotypes free space/restricted area
PRODUCT NAME
PRODUCT NAME
PRODUCT NAME
PRODUCT NAME
The Atlas Copco brand has high recognition and should be clearly visible on our products. All products must have Atlas Copco logotypes and product names strategically placed as decals or signs. Unpainted consumables and small products may also use an engraved logotype and engraved product name. If a surface will be worn quickly, the logotype can be engraved. Parts branding The smallest Atlas Copco logotype allowed on parts is 15 mm. A minimum of half the free space is required around it. The Atlas Copco logo can be white, black or Atlas Copco blue. The Atlas Copco logo should always be prioritized over the genuine
parts symbol. Arial is the preferred font for parts branding. Placement Never abuse the logotypes restricted area. Consider how the products are used (at work, at exhibitions, during training) when deciding the logotype and product name position. The logotype must always be clearly visible. Avoid putting the logotype and product name where they will be worn quickly. Always place the logotype in front of the product name, except for large products where there is a need to place the logotype and product names symmetrically on the sides (for example when it comes to drill rigs, loaders, and mine trucks).
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Small Products and Consumables
Fonts to be used: Univers 75 or Arial Bold The logotype must dominate the product name; the product name letter height must not exceed of the height of the space between the bars (x) Product names must be placed outside the logotypes free space/restricted area
There must be a logotype and product name on small products and consumables. The logotype should be clearly visible. For larger consumables the logotype must be bigger than the logotypes used on smaller consumables. It is best to have one size of logotype for a certain size range (instead of having many different sizes).
PRODUCT NAME
PRODUCT NAME
PRODUCT NAME
PRODUCT NAME
PRODUCT NAME
PRODUCT NAME
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Large Products
There must be at least two logotypes and product names on large products, but preferably a logotype will be visible from all sides especially from the side most often displayed (at the work site and at exhibitions). The logotype requires the usual restricted area around it. Additional logotypes that are meant to brand a product distract from the Atlas Copco brand and must be avoided. Any exceptions must be approved by the Brand Council. The web address www.atlascopco.com should always be placed on products when the space allows. Use Univers or Arial.
Large products are usually used for a long time by the customer, and they often put their own logotypes on the product. If there is no space for the customers logotype, they will use the Atlas Copco logotypes restricted area therefore when designing the product shape, bear in mind creating obvious places for the customers decals.
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14. Service
Packaging Vehicles Service Symbol 77 78 79
One-to-one interaction with someone representing the brand makes a lasting impression. When it comes to communicating the brand, people will always be the most important resource. Personnel with close customer interaction, such as sales and aftermarket engineers, are brand ambassadors.
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Packaging
Product name
123456789-1234 Genuine Parts
www.atlascopco.com
When the packaging is used in the marketing of a product, spare parts, accessories, etc., the Atlas Copco pattern can be applied. It is recommended that you use one of the five color versions of the pattern. For further information about the pattern and coloring, see chapter Logotype and Graphical Elements. If, for economical or practical reasons, it is not feasible to use the pattern, use a brown package. For packaging that never reaches the end consumer, brown or gray recycled cardboard boxes are used. The Atlas Copco logo-
type is applied clearly visible and preferably at the lower right on the box. To avoid confusion, separate the product name or trademark from the Atlas Copco logotype so that both have maximum visual impact. On the label, place the Atlas Copco logotype in the lower right corner. Information such as the web address, product name, and genuine parts should be placed on the label.
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Vehicles
Alternative Symbols
Place message or web address here
Au hor zed service
www atlascopco com
Authorized service
www atlascopco com
Example of a service vehicle used by several brands
All graphic design elements placed on commercial vehicles must be reproduced only from approved artwork originals. Wherever possible, the Atlas Copco logotype should be produced in the Atlas Copco Blue color against a light background. The logotype is placed on the front doors of the vehicle. Please make sure that the surface of the doors is flat. On trucks, place the logotype on the front doors and, where suitable, on the sides and back of the vehicle. Make sure you have enough free space around the logotype.
If you wish to expose another symbol such as the service symbol or use a message such as the web address, place these as shown above. Use the typeface Univers or Arial. The blue positioning bars may be used on vehicles. Note: Always send a color sample to the printer to show what colors you intend. If, for any reason, you should need to make a complaint to the printer, you will have no claim if you have provided only a color code for the colors.
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Service Symbol
The service symbol, or any other symbol, may not dominate the Atlas Copco logotype.
This is the service symbol of the Atlas Copco brand. The service symbol must never be altered in any way. Never distort the symbol by using shadowing, condensing it, etc. The service symbol is available in The Way We Do Things, chapter Communications and Branding.
Colors The service symbol can only be reproduced in black, white, or Atlas Copco Blue.
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15. Identity Guidelines for Distributors

Identity Guidelines for Distributors 81
A customer should be able to expect the same service and support from a distributor of Atlas Copco products and solutions as from an Atlas Copco company directly.
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Identity Guidelines for Distributors
Atlas Copco Brand Identity Manual for Distributors
This manual is aimed at distributors with a valid Atlas Copco agreement only.
Atlas Copco brand identity guidelines for distributors are available at www.atlascopco.com/distributors. They can also be ordered from the webshop at www.atlascopco.com/gear, and downloaded from The Way We Do Things, chapter Communications and Branding.
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16. Follow-up / Scorecards

Follow-up / Scorecards 83
82
Follow-up / Scorecards
The brand portfolio strategy is fundamental to the Atlas Copco Group. Brand positioning is the art of creating a clear and unique image in the minds of customers and other stakeholders. This applies to all brands in the Group and the objective is to be the first choice of these prioritized stakeholders. The brand management process is established to safeguard the governance structure and the brand values. Brand investment follow-up and the Control Self Assessment ensure that proper investment is made and that the structures and processes are in place for good brand management. A rationalization test helps ensure that brands have the appropriate role in the brand portfolio. Two performance indicators are used to follow up on the success of brand positioning and strategy: the brand awareness survey and Net Promoter Score, which measures customer loyalty. In The Way We Do Things you can find a guide to the Brand Management Process as well as to each of these scorecards.
Scorecards Two performance indicators are used to follow up on the success of brand positioning and strategy: the brand awareness survey and Net Promoter Score, which measures customer loyalty. Structures/Processes Regular brand investment follow-up and the Control Self Assessment ensure that proper investment is made and that the structures and processes are in place for good brand management. A rationalization test helps ensure that all brands have an appropriate role in the portfolio.
Vision Each brand has a vision to become and remain First in MindFirst in Choice in the markets and segments it targets.
RDS ECA OR SC
/
VISI
ON
ST R PR UC OC TU ES RE SE S S
3 BR . FO AN
ON UP EGY W AT LO TR L S D
1.
Brand platform The brand platform specifies the brands category, what it shares with other brands, its core competence, and its business culture.
PLATFORM BRAND
Brand promise Each brand must have a brand promise, a statement of the lasting, relevant, and distinctive benefits customers associate with the brand. This promise should stand out and differentiate the brand from other brands in the market.
SE
RC
ND OR SE ME N
The brand portfolio strategy is fundamental to the Atlas Copco Group. Brand positioning is the art of creating a clear and unique image in the minds of customers and other stakeholders. This applies to all brands in the Group and the objective is to be the first choice of these prioritized stakeholders. The brand management process is established to safeguard the governance structure and the brand values.
Brand Management Process
DE
F
IN
E
Mission Defining customer needs and how the brand meets those needs is a first step in brand positioning. Each brand should have its own specific focus and role; customer needs, industry segments, customer target groups and even geographic areas should be as well defined as its products and solutions.
M
IS
SI
ON
BR
AN
Values The Groups core values interaction, commitment, and innovation are shared by all brands owned by Atlas Copco. However, each brand must find its own way to express these values.
D POS I T I O N I N G
Brand identity manual To ensure consistent and professional communications, the brand identity manual presents appropriate graphic rules and guidelines.
2 . C R E AT E
VALUES
AN
D
D AN BR
EN
I
BR
AND
BR AN D MA IDENTIT Y NU A L
GU I DEL IN
ES
CT
IO
N
Endorsement Atlas Copco-owned brands should communicate that they are part of the Atlas Copco Group.
M O PR
TE PRO BRAND
Brand protection A brand is an asset. As such, Atlas Copco registers and protects its trademarks and domain names.The Brand Council can offer guidance and support.
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17. Glossary
Terminology 85
84
Terminology
A brand is more than just a name used to identify and distinguish a specific product, service, and/or company; it is an asset with value, and must be carefully managed. A brand also has an image and identity, which represents all the qualities of a product, service, and/or company to a consumer. Brand image consists of all the information and expectations associated with a product or service. Brand experience consists of all the points of contact with a brand what we call touch points. Brand management The art of creating and maintaining the value of brands and trademarks. Brand promise A statement or phrase that encapsulates the positioning concept. Another word is motto. Coated paper Paper with a layer of surface material. CMYK (four-color printing) If you create printed material with color photos or illustration the printer use the CMYKs four colors: yellow, magenta (red), cyan (blue) and black. With these colors you can create thousands of different tints, which you can utilize in headings and so on without a higher cost for the print. Image How the company/product/service actually is perceived (awareness, knowledge, attitudes) in the eyes of customers/the general public/the market. Legal name The registered name of a legal entity; for example Atlas Copco AB. Logo/logotype Logotype, or logo, refers to a graphic mark or emblem commonly employed by companies and organizations to aid and promote instant public recognition. Logos may be purely graphic (symbols/icons), or may include the name of the organization, or even a brand promise or tagline, for example. Walk the Talk How employees communicate the brand through their behavior. NCS (Natural Color System) This color system is used when printing on surfaces other than paper, for example wood, textiles, plastic, etc. Operating structure The way the Group is organized to operate its businesses, and the structure of responsibility for the operations. Each operating unit has a Business Board. PMS colors When creating printed material with color plates, but without color photos or illustrations, the PMS colors are to be used (today PANTONE is commonly used). There are thousands of tints and if you print with screen you can print the colors in percentages, for example 10%, 20% up to 100%. Positioning The way you want the company/product/service to be perceived in the mind of the target group and be differentiated in relation to its competitors. Profile The way you want the company/product/service to be perceived. R-symbol () A registered trademark may be accompanied by the R-symbol, at least on the first occasion the registered trademark is used in a text. TM () A symbol used to show that a name, word, phrase, logo, symbol, design, image, or a combination of these elements is claimed to belong to a certain supplier, but is not yet a registered trademark. Trademark A trademark is a type of intellectual property, and typically a name, word, phrase, logo, symbol, design, image, or a combination of these elements. It is used to identify that a product or service originates from a unique source, and to distinguish products or services from those of competitors. Uncoated paper Paper without a layer of surface material.
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www.atlascopco.com
Part no. 9850 9620 01 Atlas Copco AB, Sweden Edition 3, Feb 2010

Atlas Copco Brand Identity Manual 2010

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Atlas Copco Brand Identity Manual 2010

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Atlas Copco

Brand Identity Manual 2010

Brand positioning is everyones responsibility.

THE BRAND PLATFORM

Category Core competence and benefits Business culture

Committed to customer value

Why should I choose Atlas Copco?

More translations are found on The Way We Do Things.

Responsibility and Contacts

Company Name Structure

Atlas Copco Group Center

On a letter, legal guidelines determine the company name and structure

Distribution Company Inc.

Atlas Copco Name

3. Logotype and Graphical Elements

Never remove the bars from the logotype

Never apply any effects to the logotype

Never stretch or compress the logotype

The old logotype cannot be used anymore

Atlas Copco Blue

Free Space/Restricted Area

From 1-10% black

From 11-50% black

From 51-100% black

The logotype must always be clearly visible

Sustainable Productivity Brand Promise

Brand Promise Colors

Atlas Copco Dark Gray

Atlas Copco Black: When printing in black and white

Free Space/Restricted Area

Logotype, Brand Promise Size and Position

See each application for more information on placement of both logotypes.

Advertisements Logotype and Brand Promise Positioning and Sizes

Posters Logotype and Brand Promise Positioning and Sizes

Exhibitions Logotype and Brand Promise Positioning and Sizes

Billboards Logotype and Brand Promise Positioning and Sizes

Principle for construction of the pattern

Five color versions of the pattern

1. Bar 2. Logotype bar 3. Space between logotype bars

Preferred choice: Atlas Copco Blue

Atlas Copco Yellow

Atlas Copco Dark Gray

Atlas Copco Blue

Laser printer: Atlas Copco Blue

Positioning, Placement, and Size Stage 1

Area for text

Area for text

Positioning, Placement, and Size Stage 2

Area for text

Area for text

Positioning, Placement, and Minimum Size

Positioning, Placement, and Size

Advertisements Logotype and Brand Promise Size and Grid

Posters Logotype and Brand Promise Size and Grid

Exhibitions Logotype and Brand Promise Size and Grid

Billboards Logotype and Brand Promise Size and Grid

Photos Between Bars

Head head head

Head head head

Head head head

www at ascopco com

You can use the grid system

Cut-out photos may be used in the text area

Head head head