What to brand
The main face is the most visible part of a product. It is usually the most suitable view for product photos for catalogues, websites etc.
We brand all our products and services. To strengthen the brand and to increase the recognition of the brand, we strive to keep the branding of products within each product group uniform.
By defining a main face for each product group, we can ensure a unified appearance. The main face carries the blue tag and white Atlas Copco logotype on a dark gray background.
Main face
Every product has a defined work direction and a view that illustrates its function the best, resulting in its main face: the view from which the product is best recognized.
Use these main faces to determine the right placement of the branding elements.
Stationary products
Main face: front
Components
Main face: front
Consumables
Main face: front
Plants and installations
Main face: front
Displays
Main face: front
Handheld products
Main face: front or sides
Where to brand
Avoid placing the blue tag with its long edge against a yellow surface.
Location
Always strive to place the blue tag along an edge, if possible an outer edge of the product.
Blue tag placed along an outer edge
Blue tag placed along an edge between panels
Blue tag placed against a logotype panel
How to brand vertically
The width of the blue tag must never exceed the space between the bars of the Atlas Copco logotype.
The letter height of the product name must never exceed 40% of the space between the bars of the logotype.
Use the font: Univers 65 (bold).
Vertical placement blue tag
The vertical direction of the blue tag is the preferred direction.
Always place the logotype to the right of the blue tag, except for on 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.
The width X of the vertical blue tag equals the space between the bars of the Atlas Copco logotype, the freespace X.
The letter height V of the product name is 40% of the freespace X. The product name is left aligned.
Vertical direction of blue tag
Vertical placement on main face: front
Vertical placement on main face: sides
Left side of a vehicle
Right side of a vehicle
How to brand horizontally
The height of the blue tag must never exceed 75% of the space between the bars of the Atlas Copco logotype.
The letter height of the product name must never exceed 30% of the space between the bars of the logotype.
Use the font: Univers 65 (bold).
Horizontal placement blue tag
On products that are thin, very short or standing, a horizontal direction of the blue tag is more suitable. Always place the logotype centered underneath the blue tag.
The height Y of the horizontal blue tag is 75% of the space between the bars of the Atlas Copco logotype, the freespace X.
The letter height H of the product name is 30% of the freespace X. The product name is centered.
Horizontal direction of blue tag
Horizontal placement on main face: front
Horizontal placement on main face: top
Very short product
Standing product
How to align and size
Alignment
The alignment of the Atlas Copco logotype and the blue tag depends on the shape and location of the main face of the product and the amount of parts and surfaces surrounding the main face. A centered placement is preferred.
Horizontally and vertically centered logotype, left aligned product name
Top aligned and horizontally centered logotype, left aligned product name
Left aligned and vertically centered logotype, left aligned product name
Left aligned and vertically centered logotype, centered short product name
Top aligned and horizontally centered logotype, centered product name
Top aligned and centered logotype, centered product name
Proportion
The Atlas Copco logotype must be clearly visible and therefore its size drives the proportion of the branding. Maximize the size of the logotype on small surfaces. Adjust the size of the logotype on large surfaces to avoid a plump appearance.
Adjusted logotype size on large surface
Maximized logotype size on small surfaces
The Atlas Copco logotype
The Atlas Copco logotype must always appear dominant.
Branding with the Atlas Copco logotype
The Atlas Copco brand has high recognition and must be clearly visible on all our products and services. All products must have Atlas Copco logotypes and product names strategically placed as decals or signs. The Atlas Copco logotype is always white on a dark gray background. The dark gray background is preferrably a dark gray painted or molded part.
Engraved logotypes
Unpainted consumables and small-sized products may also use an engraved logotype and engraved product name.
If a surface will be worn quickly, the logotype can be engraved.
The Atlas Copco logotype is always placed on a dark gray surface, preferably a dark gray painted or molded part
If gray surfaces are not available, the Atlas Copco logotype is placed on a dark gray decal (vinyl)
The Atlas Copco logotype rules
Placement
Always respect the logotype’s 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.
The Atlas Copco logotype is always placed intact and on a clean dark gray surface.
Small surfaces for branding
On some products the surfaces available for branding are very limited in size in proportion to the size of the product. In these cases a minimum of half the free space is required around the Atlas Copco logotype. The smallest Atlas Copco logotype allowed is 15 mm wide.
The free space rule
The Atlas Copco logotype can not be placed over a split line
The Atlas Copco logotype can not be placed close to a part which distorts the logotype
The Atlas Copco logotype can not be placed closer to another surface than the free space rule allows
The Atlas Copco logotype can not be placed closer to a safety sign or other graphics than the free space rule allows
The Atlas Copco logotype can not be placed over a bend in a surface
Find links to relevant resources on the Atlas Copco logotype in the main brand manual.