2014 corporate design_manual_cd2.0

Corporate Design Manual

CD 2.0

A1. BRAND COMMUNICATION 7

A2. CORPORATE DESIGN 2.0 82.1. Concept 82.2. “Red Line” 82.3. “Red Wavy Wall” 82.4. Flat surface 92.5. Photo look 92.6. Product system 10

A3. LOGO 113.1. Introduction 113.2. Logos 113.3. General impression 113.4. Positioning 123.5. Protective zone 123.6. Size 133.7. B/W logo 143.8. 1c logo 143.9. Horizontal logo 143.10. Claim 153.11. Performance line 183.12. User errors 213.13. SDBG logo band 22

A4. COLOUR 234.1. Colours 234.2. Colour values 234.3. Red elements with background 24

A5. TYPOGRAPHY 255.1. Design 255.2. Styles 255.3. Online and correspondence font 255.4. International characters 265.5. Characters overview 27

A6. FORMATS 286.1. Formats 286.2. Formats, measurements and application 296.3. Different ways of folding 29

A7. THE “RED LINE” 307.1. The “Red Line” 307.2. General 307.3. Abstract line 307.4. Technical line 317.5. Application 317.6. Words with the “Red Line” 327.7. Technical doc-umentation 33

7.8. Graphics 347.9. Info boxes 357.10. Functional colours 367.11. Diagrams 377.12. Illustrations 37

A8. SURFACE 388.1. “Red Wavy Wall” 388.2. Origins 388.3. Application 398.4. Colour surfaces 408.5. Use 418.6. Application overview 42

A9. BASIC GRIDS 449.1. “Red Wavy Wall” Grid 449.2. “Red Wavy Wall” Grid, title page 459.3. “Red Wavy Wall” Grid, title page and logos 459.4. “Red Wavy Wall” Grid, leaflet formats 46

A10. PHOTOGRAPHY 4710.1. Energetic look 4710.2. Life shots 4810.3. Casting for life shots 4910.4. Models 4910.5. Photo look 5110.6. B2C Composite picture pool 5210.7. B2B Composite picture pool 5410.8. Guidelines composite pictures 5610.9. Co-op shooting pool 5810.10. Basic stock image pool 6010.11. Situation outdoors 7310.12. Product pictures, still shots 7410.13. Product pictures, mood shots 7410.14. Product insert and close-up insert 7510.15. Product range / system 7510.16. Product scenes 76

a) House illustrations 76b) Computer generated images 76b1) Outdoors 77b2) Indoors 77

A11. ICONS 79

A12. CORPORATE LANGUAGE 8012.1. Introduction 8012.2. Tonality 8012.3. Headline formula 8212.4. Copy formula 8312.5. Glossary 85

CORPORATE DESIGN BASICSCORPORATE DESIGN BASICS

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B1. LITERATURE 891.1. Introduction 891.2. Master grid for images and text 901.3. Baseline grid (BLG) for column width 911.4. Design principles for cover and back cover 921.5. Font sizes and page grids 93 1.6. Font for product names 941.7. Master for short price list 951.8. Product brochure 961.9. Overview of Novelties brochure features 1021.10. Price list 1041.11. Short price list 1051.12. Extensive price list 1061.13. Installation and user manual 108

B2. NEWSLETTER 109

B3. FLYER GRID 111

B4. PRINT ADS AND BILLBOARD 112

B5. ONLINE 114

B6. E-MAIL SIGNATURES 115

B7. CO-BRANDING 117

B8. TRADE FAIRS 1198.1. Trade fair concept 1198.2. Trade fair examples 1208.3. Animation guidelines for screens 1228.4. Trade fair invitation 1228.5. Fax reply 122

B9. POS WALLS AND POS POSTER 123

B10. PACKAGING 125

B11. BUSINESS STATIONERY 12611.1. Stationery 12611.2. Stationery, measurements and typography 12811.3. Stationery, sub-sequent pages 12911.4. Stationery with brand logos 13011.5. Stationery, paper recommendation 13011.6. Fax template 13111.7. Envelope, paper recommendation 13211.8. Envelope, formats 13211.9. Business card 13511.10. Business card co-branding 13711.11. Business card with brand logos 138

11.12. Multi-brand business card 13911.13. Business card, paper recommendation 13911.14. PPT slides 14011.15. Stamp 145

B12. CAR BRANDING 14612.1. Introduction 14612.2. Colours 14612.3. Service vans 14612.4. Fleet management supplier van 14712.5. Installer car 14712.6. Swap trailer 14712.7. Sales represent-atives' cars 14812.8. Executive company cars 148

CORPORATE DESIGN APPLICATIONS CORPORATE DESIGN APPLICATIONS

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A1. BRAND COMMUNICATION

Giving our energetic companion its face.

The European HVAC market and its demands grow quickly and become more and more complex. That is why being a unified, clearly-defined and well-differentiated brand is becoming increasingly important.

Ultimately, a strong brand is not just about its products and services. It is de-fined by its personality, and in how it sees itself in relation to its customers and partners. However, a strong personality cannot be created through con-stant reinvention, but through continuous concentration on ones strengths and profile. And that is also what distinguishes us: the way our company presents itself, both internally and externally and the specific characteristics we convey.

One of the most important goals of effective corporate communication is the cultivation of trust: trust in the product, trust in the future orientation and efficiency of products and brand. Before embarking on the development of the Corporate Design, we defined a strategic brand positioning from which we then derived our attitude and corporate mission. Our brands are commit-ted, smart and positive. We conduct our business on an “eye level” basis and offer simple, fit-for-purpose solutions that have long overcome any teething troubles.

The new Corporate Design creates the ideal stage for implementing our brand values, our attitude and our objectives. Visual key brand elements, as there are e.g. the “Red Line”, the “Red Wavy Wall”, the pictures with their specific language, the tone of voice as well as a range of basic visual ele-ments like fonts, colours and grids, together represent the brand visually. By a positive tone of colours, a smart use of the elements, a committed tonality and a use of pictures that is close and true.

Nevertheless, this Corporate Design Manual is a “living document” that is still growing. Piece by piece, this manual will be finetuned and completed by new communication material guidelines.

The following examples were developed based on Saunier Duval (SD). The same applies, of course, for the companies Bulex, Hermann Saunier Duval, Glow-Worm, AWB and Protherm. We hope all of our colleagues enjoy putting this new design into active use.

Let’s present, shape and live our brand so it becomes more energetic than ever before. Let’s give our energetic companion nearby its face!

Frank Begiebing Diana Kloth

Remscheid, 6th January 2014

INTRODUCTION

98

A2. CORPORATE DESIGN 2.0

2.1. CONCEPT

2.5. PHOTO LOOK

We introduced our corporate design in 2009, four years ago. The require-ments of the markets show that it is time to refresh the design (by matching the design to current design tendencies). So, we softly adapted the existing corporate design, which means that we are gradually updating our core design elements. It is an evolution instead of a revolution.

The people are shown in their working or living environment. This creates an emotional look and more targeted communication for our audience (B2B / B2C). The people motifs with background can only be used on pages without technical information, products, graphics or tables, for example the cover, index, brand pages, chapter separating pages, etc. On all other pages, the people motifs are used without a background.

2.2. “RED LINE” The central element that both links and forms the design is the “Red Line”. As the core of the corporate design, the application and function of the “Red Line” create an emotional bond between the product, the people, the product be-nefit and optionally the point of use. This “storytelling” distinguishes the look from the generic imagery used by competitors. The “Red Line” simply explains the benefits of a product to our target groups. The “Red Line” is presented in a simple, surprising and connecting manner. It instils emotion and tells a story, conveying the brand as committed, smart and positive. The “Red Line” leads the target group through all media and is an obligatory component of commu-nications. It is always red, always active, and always competent and likeable.

Before CD 2.0

2.4. FLAT SURFACE The flat surface reinforces the brand’s identity and replaces the “Red Sur-face” and the warm grey surface (except for special cases; see page 38). Within the literature, it features on the brand pages and in the introduction to the chapter on application, as an extension of the “Red Wavy Wall”. The flat surface is always red, transparent and is only used in literature in com-bination with the people motifs with background.

Before CD 2.02.3. “RED WAVY WALL” The “Red Wavy Wall” is transparent so it fits into the corporate-design photo

look. The background shines through the red layer.

Before CD 2.0

CORPORATE

DESIGN 2.0 CORPORATE

DESIGN 2.0

Product Product benefit

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2.6. PRODUCT SYSTEM For more dramatic and iconic staging, the product systems are presented with an abstract room perspective with strong lights and shadows.

Before

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Le système hybride Genia peut opérer un choix entre la chaudière traditionnelle au gaz et la pompe à chaleur électrique air-eau.

Le cerveau du système est formé par l’unité centrale Examaster. Cette unité communique avec une sonde extérieure sans fil qui mesure les températures externes. Une fois l’installation terminée, votre installateur encode le tarif que vous payez pour l’énergie dans l’Examaster, pour lui permettre de sélectionner automatiquement l’énergie la plus performante : l’électricité ou le gaz.

Il vous suffit d’utiliser la nouvelle commande à distance Exacontrol E7RH pour programmer le chauffage et la production d’eau chaude sanitaire qui couvriront vos besoins et le système s’occupe du reste.

En d’autres mots, vous utiliserez en permanence l’énergie la plus économique pour chauffer votre habitation, en fonction des tarifs du gaz et de l’électricité, en bénéficiant d’un chauffage à moindre coût et en réduisant votre empreinte écologique.

Module hydraulique compact

Bulex (Thema CONDENS)

Réduire encore plus la consommation d’énergie

Le système de chauffage hybride durable et intelligent

Pour plus d’info voir la brochure énergies renouvelables

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Sonde extérieure sans fil

Genia AIR

Examaster

Exacontrol E7RH

La gamme Genia AIR & Genia HYBRID• Sélectionne automatiquement la source d’énergie la plus

performante pour votre portefeuille et pour l’environnement• Un pack complet : pompe à chaleur, module hydraulique et

dispositif de commande - installation et réglage aisés• Compatible avec toutes les nouvelles chaudières Bulex

à haut rendement : combi et modèles classiques de chauffage seul

• Pompe à chaleur à haut rendement Genia AIR Bulex incluse• Système complet avec dispositif de commande clair

et intuitif• Réduction de l’empreinte écologique.

SYSTèMES HYBRIDE ET POMPE à CHALEuR gENIA AIR

Module hydraulique universel ou électrique

Le système de chauffage hybride durable et intelligent

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CORPORATE

DESIGN 2.0

A3. LOGO

3.1. INTRODUCTION Every brand has its defined, concise and recognisable logo. The colours, typography and use of motifs for the six brands are similar, but not identical. The Saunier Duval Brand Group (SDBG) presents itself publicly as a group and its logos should reflect this. Aligning the logos so that every one of these is clearly associated with the Saunier Duval Brand Group, is therefore a recommendable step.

3.2. LOGOS

3.3. GENERAL IMPRESSION The brands’ colours have been aligned and all icons given a modern 3D effect. This effect, in turn, gives the logos consistency and creates a uniform overall picture.

2C GREYSCALE 1C For use in black, white and Pantone 186 c

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Ideally, the logo should be positioned in the top right-hand corner and, in order to create high recall value, be used in combination with the “Red Wavy Wall” (see chapter A9).

The protective zone is the narrow invisible border around the logo, into which no teaser, image or headline is allowed to enter. The height of the logotype’s capital letters defines the height of this zone.

Saunier Duval example:

3.5. PROTECTIVE ZONE

3.4. POSITIONING

Bulex example:

AWB example:

Hermann Saunier Duval example:

Glow-worm example:

The minimum size for a logo is also defined by the height of a logotypes’ capital letter, which is not allowed to fall below the following values:

Saunier Duval example:

Bulex example:

AWB example:

Hermann Saunier Duval example:

3.6. SIZE

min. 3 mm

min. 3.5 mm

min. 4 mm

3.5. PROTECTIVE ZONE

Protherm example:

min. 3,5 mm

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Glow-worm example:

Protherm example:

3.7. B/W LOGO For every logo, there is a version in shades of grey as well as a black-and-white version (see chapter 3.2).

There is a 1c version of every logo for the following areas of use: - 1c print: coarse outer packaging / XXL boxes- 1c print: franking machine, fax, templates for duplication – e.g. through

photocopying - adhesive film cut-outs, inlays- print finishing of film templates (relief and hollow embossing, film em-

bossing, overprint varnishing, stamping)- cutters for materials such as metal, plastic, etc.- template for flocking and embroidering textiles- use of logo as a negative on a coloured background (e.g. white logo on a

Pantone 186c background) Don’ts:Do not use the 1c logo for 4c printing unnecessarily (e.g. brochure titles, adverts, etc.)

As well as a vertical logo, Saunier Duval and Bulex have a horizontal logo. The dimensions of the logotype and icon in relation to one another remain the same. They are just differently arranged.

3.8. 1C LOGO

3.9. HORIZONTAL LOGO

3.6. SIZE

min. 4 mm

min. 4 mm

3.10. CLAIM VERTICAL LOGO- The claim is red- There is a gap of 1/2 x between the claim and Saunier Duval- The font size can be varied and is determined by the length of the claim in the different languages = the claim should be the same length as “Saunier Duval” (“Hermann Saunier Duval” for IT)

EXCEPTIONS- The claim may not be larger than 2/3 x (see ES and AT)- The claim should not be the same length as “Bulex” and “awb”; it should always be 2/3 x instead (incl. ascenders and descenders) (see BE, NL)- For “Protherm”, the claim is integrated into the logo and should be justified left below “Protherm”; the font size can be varied- The claim is centred below the logo

Always at your side1/2 x

Size can be varied

CZ

Size can be varied; however, it should be harmoniously integrated into the logo

1/3 x

IT NL

Size always 2/3 x

1/3 x

UK

1/2 x

RU


1/3 x

SK


1/3 x

UA


1/3 x

CN


1/3 x

LT


1/3 x

ES

Size always 2/3 x

1/2 x

Size always 2/3 x

1/2 x

BE

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3.10. CLAIM LOGOS WITH CLAIM CENTERED

PL RO

FR HU BE

ES AT BE

NL CZIT

GBRU SK

UA CN LT

Overview – horizontal

PLGB RO

ES AT BE

FR HU BE

HORIZONTAL LOGO- The claim is red- The top of the capitals in Saunier Duval are in line with the top of the bird’s

head; there is a gap of 1/3 x between this and the claim- Justification: centred for Saunier Duval / left for Bulex

x1/3 x

FR BE

3.10. CLAIM

1918

CAR BRANDING (LOGO + CLAIM + PERFORMANCE LINE)- The claim is red

- The performance line is black- The top of the capitals in Saunier Duval are in line with the top of the bird’s head; there is a gap of 1/3 x between this and the claim- Saunier Duval, Bulex … + claim centred- There is a gap of 1/3 x between the performance line and the bottom of the bird …- Claim + performance line: the font size can be varied; the claim has to be the same length as Saunier Duval, and the performance line has to be the same

length as the bird and Saunier Duval combined- An exception is made for AWB: the performance line is centred

Efficient Solutions. Heating. Hot Water. 1/2 x

1/3 x

Size can be varied

Efficient Solutions. Heating. Hot Water.

1/3 x

1/4 x

CNIT

1/2 x

1/3 x

GB NL

1/3 x

1/3 x1/3 x

1/4 x

SK (also: CZ, RU and UA)y y

RO

1/3 x

1/3 x

SPECIFICSThere is a gap of 1/3 x between the bottom of Saunier Duval and the claim. The font size can be varied. However, it may not be larger than 2/3 x. There is a gap of 1/2 x between the bottom of the bird and the performance line.

3.11. PERFORMANCE LINE

PRINT AD: LOGO + CLAIM + PERFORMANCE LINE- Use a vertical logo + claim- The claim is red- The performance line is black- The performance line is detached from the logo and is located justified right below the red box emphasising the product- The performance line’s font size is 13 pt and is justified left

OVERVIEW

ROFR

HU BE

ES AT BE

UA CN LT

GBRU SK

NL CZIT

PL

3.11. PERFORMANCE LINE

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CORPORATE

DESIGN 2.0

MASTER EXAMPLE

12.5 mm

7.5 mm

Performance line = 8.5 pt

5 mm

7 mm

PROTECTIVE ZONE3.11. PERFORMANCE LINE

7 mm

3.12. USER ERRORS Wrong: logotype and icon are separated

Wrong: colours have been changed

Wrong: colours have been lightened or darkened

Wrong: use of effects

Wrong: proportions have been changed

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A4. COLOUR

4.1. COLOURS The colours are a defined component of the corporate design. The corporate colours for Saunier Duval, Bulex, Hermann Saunier Duval, Glow-worm, AWB and Protherm are red and black, and are defined by the following Pantone colours:

The secondary colour defined for all brands is the following Pantone colour:

To highlight facts in texts, you can use a background of 15% k. To differentiate contents within graphics (e.g. A7.8), you may use the following shades of grey:

Pantone Black 6 CPantone 186 C

Pantone Warm Grey 1 C

Pantone

186 C

Black 6 C

Warm Grey 1 C

425 C

423 C

CMYK

c 5 m 100y 80k 5

c 90m 35y 0k 100

c 5m 5y 15k 0

c 0m 0y 0k 70

c 0m 0y 0k 50

RGB

r 203g 13b 38

r 10g 10b 10

r 245g 240b 223

r 112g 112b 111

r 161 g 161b 161

WEB

#CC0033

#003333

#FFFFCC

#7070o6f

#a1a1a1

RAL

3020

9004

9001

7005

9023

4.2. COLOUR VALUES Use of other colour systems.

90% k 80% k 70% k 60% k 50% k 40% k 30% k 20% k 10% k

NEW

3.13. SDBG LOGO BAND

VERSION 1 (WITHOUT DEMIR DÖKÜM)

VERSION 2 (WITH DEMIR DÖKÜM)

The SDBG logo band is only used for the internal communication of the Saunier Duval Brand Group. There are two versions of the SDBG logo band, with and without the Demir Döküm brand. The text “Saunier Duval Brand Group” is always red and the individual logos are always grey, but can also be coloured as an option.

Horizontal

Horizontal

Vertical

Vertical

Horizontal with colored logos

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4.3. RED ELEMENTS WITH BACKGROUND

In the corporate look, the “Red Wavy Wall” is transparent. This creates a more emotional look.

How to create the new look:

5 / 100 / 80 / 5 + background + multiply effect

Allowed: this effect produces various shades of red.

CORPORATE

DESIGN 2.0

The font styles “FF MetaBook” and “FF MetaMedium” in Roman and Italic style are used for the Saunier Duval Brand Group.

Body copy: “FF Meta Book”

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890/!?'’*“”[]( ).,;:-+§&@

Headlines and emphases: “FF Meta Medium” Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890/!?‘’*“”[]( ).,;:-+§&@

A5. TYPOGRAPHY

5.1. DESIGN In order to guarantee a uniform and unique brand image, we will use the “Meta” font for all communications.“Meta” was designed in 1985 by Erik Spikermann as a typographical alter-native to “Helvetica”. Originally intended for easily readable body copy, it is today a well-developed font available in most font styles. The “OpenType Pro” version in particular contains numerous international font styles. These attributes help make “Meta” an aesthetically distinctive, universally applicable sans serif.

5.2. STYLES

The system font “Arial” should be chosen for digital use online (HTML and email), for all print correspondence (Word letter templates for business correspondence, PPT, etc.).

5.3. ONLINE AND CORRES-PONDENCE FONT

5.5. CHARACTERS OVERVIEW

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5.4. INTERNATIONAL CHARACTERS

“Meta” works very well with different languages, including Eastern European characters and coding. “MetaOpenTypePro” is compatible with the following languages:

Abyssinian, Adygeish, Avarish, Balkarian, Belorussian, Breton, Bulgari-an, Catalan, Chechen, Croatian, Czech, Danish, Darginish, Dutch, English, Esperanto, Estonian, Finnish, French, Galician, German, Greek, Hungarian, Icelandic, Ingush, Irish, Italian, Kabardino-Cherkesian, Kumykish, Kurdish, Lakish, Latvian, Lesginian, Lithuanian, Macedonian, Maltese, Moldavian, Mordovsko-Ersatian, Mordovsko-Mokshanian, Norwegian, Nanaish, Nenish, Nivkh, Polish, Portuguese, Rhaeto-Romance, Romanian, Serbian, Slovak, Slovenian, Sorbian Lower, Sorbian Upper, Spanish, Swedish, Turkish.

Russian

Romanian

Polish

Hungarian

Czech

Dutch

French

Spanish

Italian

Greek

The standard A4 format will be used for letters and DIN long for greeting cards. There are two formats available for publications. Derived from the A4 format, a special format of 210 x 248 mm can be used for brochures and books and a format of 105 x 210 mm for leaflets and invitations.

The formats can be used horizontally or vertically, depending on the advertising material.

6.1. FORMATS

DIN A0DIN A1- posters

DIN A4 PORTRAIT FORMAT, SPECIAL FORMAT 210 x 248 mm AND A5- brochures- books- folders- organisational papers- pamphlets- publications- leaflets

105 x 210 mm- leaflets- greeting cards- pamphlets

210 x 105 mm- leaflets- flyers- pamphlets

DIN A1594 x 841 mm

DIN A4 210 x 297 mm

105 x 210 mm(Long Dimension)

A6. FORMATS

Special format 210 x 248 mm

DIN A5 148 x 210 mm

6.3. DIFFERENT WAYS OF FOLDING

2 Window or altar fold

3 Wrap fold 4 Zig-zag/accordion fold1 Normal (clip or stitched binding)

The paper formats are DIN formats and derivations thereof. The format of a paper is determined by the width and length (in mm) of the piece of paper (DIN format). Generally, width is mentioned first. DIN formats are standar-dised paper sizes, according to the “Deutsche Industrienorm” (German in-dustrial standard). The next smaller format is created by halving the original format’s length. The DIN A series determines the end format of the cut print materials. The DIN B series are uncut formats. The DIN C series determines the formats for sheaths and envelopes used for the A4 series. Generally, portrait formats are preferred. The 99 x 210 mm format is used if technical considerations, cost-cutting measures or the production of internal publications mean that an A4 format needs to be used for printing.

6.2. FORMATS, MEA-SUREMENTS AND APPLICATION

FORMATS

DIN A0

DIN A1

DIN A2

DIN A3

DIN A4

DIN A5

DIN A6

Special format

DIN long horizontal

DIN long vertical

DIN long vertical

MEASUREMENTS

841 x 1189 mm

594 x 841 mm

420 x 594 mm

297 x 420 mm

210 x 297 mm

148 x 210 mm

105 x 148 mm

210 x 248 mm

210 x 105 mm

105 x 210 mm

99 x 210 mm

FOLD

–

–

–

–

Simple fold

Simple fold

–

Simple fold

Simple fold

Zig-zag/accordion foldZig-zag/accordion fold

APPLICATION

Posters

Posters

Posters

Posters, internal media

Brochures, books, folders, organisati-onal papers, pamphlets, publicationsBrochures, leaflets

Postcards

Brochures, books

Greeting, congratulatory and invitation cardsLeaflets, pamphlets

Leaflets, pamphlets

The amount of pages can be chosen to suit.

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A7. THE “RED LINE”

7.3. ABSTRACT LINE

The “Red Line” is a central component of the Corporate Design. It works as a kind of narrator: it connects the consumer to the product in a friendly way. This confers warmth, humanity and technical competence to the company. The “Red Line” comes across as entertaining, competent and energetic.

LINE WIDTH: For A4 formats, the line width is defined as 1.5 pt. When en-larged, the line width changes proportionally to the page format. For other media, a different line width may be necessary to guarantee visibility (e.g. posters or ads). Line width must not be varied in the same medium.

LINE COLOUR: The line is always red. If the line passes over a red back-ground, it will turn white in that place only.

LINE STYLE: The abstract line clearly originates in hand-drawing but is vectorised, no ballpoint pen or colouring pencil structure. The line’s course is continuous and “feels” unbroken. The technical line is geometric.

Abstract hand-drawn line Technical geometric line

The abstract line will primarily be used on brochure titles, introductory pro-duct pages and adverts. It will create visions, both abstract and imaginary, it will make hitherto unseen links visible. The line sets the stage for the product’s advantages with subtle humour: people are connected to the pro-duct in an intelligent and profitable way. The abstract line might write a note, connect, branch off, twist itself in knots or dissolute – depending on which benefits the message is supposed to transport. It conveys a lightness that speaks to both the B2B and the B2C target groups. The line is used in a lively manner that is not too playful.

7.1. THE “RED LINE”

7.2. GENERAL

7.4. TECHNICAL LINE The technical line will primarily be used in the brochure’s product informa-tion pages. Technical geometric drawings of the products, assembly instruc-tions, sketches and blueprints will be realised using graphical lines, which will create a connection to the user. The B2B target group will be attracted by the line’s technical, graphic appearance.

Wrong: The line appears in a colour other than red and white

7.5. APPLICATION

Wrong: The line appears in different widths

Wrong: The line is not vectorised

The line’s width is consistent within one medium, it is always red (alterna-tively white) and always vectorised in a standardised point size.

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When using the “Red Line” to write words, care should be taken to make sure they preserve the appropriate style of the line.Written words are there to add emotional impact. They must therefore be derived from the brand (e.g benefits, not product names). Only keywords are allowed to be written by the “Red Line”, no full sentences.

The letters do not form a continuous line

The line is full of sharp edges, rather than flowing nicely in curves

The typeface inclines to the left

The typeface inclines to the right

Bad examples:

Good example:

7.6. WORDS WITH THE “RED LINE”

APPLICATION: Illustrations are used if they serve as a visual explanation of the text, image or technical facts. They can illustrate an entire technical issue or complement a product explanation in a schematic way.

ILLUSTRATIVE DESCRIPTION: Technical documentations are realised as technical drawings. The illustrations are simple and reduced to the basics.

PERSPECTIVE: The perspective used is easy to grasp and meant to serve as a quick overview of the predominantly complex documentations. A frontal perspective may be used or consist of a slight vanishing point projection. HIGHLIGHTS: In order to put special emphasis on a particular technical area of the appliance, it will be highlighted using a graphic “Red Line”. The rest of the appliance is pushed into the background using a slight transparency.

Alternative: In order to focus on a particular technical area of the appliance, it will be emphasised using a grey gradation.

FUNCTIONAL DESCRIPTION: Drawings that depict the function of an appli-ance will emphasise important components in order to explain functionality (see “Highlights” above). Additionally, the drawing will be complemented by red arrows that show, e.g., the motional direction of the different compo-nents.

7.7. TECHNICAL DOC-UMENTATION

3534

7.8. GRAPHICS The information in graphics should be reduced to the essential minimum and should have an uniform line thickness. The exclusive use of grey tones and Pantone 186c (other colours can only be used in special exceptions) is determined. Processes (see below) can be demonstrated in colour gradients that change from red or 50% black to white.

200

150

100

50

0

Ultrapower sxistore 120 l


Conventional coilstore 200 l


200

150

100

50

0





8 l/min. @ 10°C 12 l/min. @ 10°C

8 l/min. @ 60°C 12 l/min. @ 60°C

4 l/

min

@ 1

0°C

8 l/

min

. @ 1

0°C

20 l

/min

@ 4

0°C

8 l/min. @ 10°C 12 l/min. @ 10°C

8 l/min. @ 60°C 12 l/min. @ 60°C

4 l/

min

. @ 1

0°C

8 l/

min

. @ 1

0°C

20 l

/min

. @ 4

0°C

10 MIN (100 sxi)17 MIN (170 sxi)

The Ultrapower sxi reheat time is approximately ten minutes for the 100 sxi and 17 minutes for the 170 sxi.

60°C

60°C

60°C

60 °c 60°C

0 MIN. 2 MIN. 4 MIN. 6 MIN. 8 MIN. 10 MIN. (100 sxi)17 MIN. (170 sxi)

The Ultrapower sxi reheat time is approximately ten minutes for the 100 sxi and 17 minutes for the 170 sxi.

60°C

60°C

60°C

60°C 60°C

0 MIN. 2 MIN. 4 MIN. 6 MIN. 8 MIN.

7.9. INFO BOXES In literature, the graphics and technical images are displayed in info boxes. These info boxes are separated from the body copy and are split into two parts: one side is for the graphics and the other is for the text explanations. The colour warm grey is used as an eye-catcher to highlight the information.

APPLICATION: the info boxes can be placed on the right or left page, depend-ing on the page layout, and, if possible, in the bottom part of the page (see example below).

Examples of info boxes

Example of info box integration in literature

Isodyn2 technologyEmpos modis eatem

Ut harchil ipicitatecti it tem consequia dolorerae comnimi nullitae min prepel ium volorer ibusam, tem quasped molor asperia speditat quas con re dit volorib usapelesto id mo beatesti rem quassum inctam qui dolorrum quaectur, conserro odicat ditat.

›

Lorem ipsum dolor est *

Nequid qui occatis imolore ndebitius

Or rere esciatque consecti acearum aut ius mo imi, cus nullaborum earchiciae ne nest es estrupt atincta ssequas sequam, sape nes idem est, odignam qui odis dolorro to quias dolore dolorro volorruntiae voluptatur, etus incti occae sincius eum quunt.Ed et laccae recus, qui non num quo dolecturem eic tes doluptatius asit asitatio iundestium sum.

Lorem ipsum dolor est *

Nequid qui occatis imolore ndebitius

Or rere esciatque consecti acearum aut ius mo imi, cus nullaborum earchiciae ne nest es estrupt atincta ssequas sequam, sape nes idem est, odignam qui odis dolorro to quias dolore dolorro volorruntiae voluptatur, etus incti occae sincius eum quunt.Ed et laccae recus, qui non num quo dolecturem eic tes doluptatius asit asitatio iundestium sum.

TITLE- “FF MetaMedium”- 14 ptline spacing 17 pt- tracking +0 - SDBG red

SUBHEADING- “FF MetaBold”- 9 ptline spacing 12 pt- tracking +0 - 60% black

BODY COPY- “FF MetaBold”- 9 ptline spacing 12 pt- tracking +0 - 60% black

OUTLINE - line thickness 0.5 pt

1

2

3

Isodyn2 technologyEmpos modis eatem

Ut harchil ipicitatecti it tem consequia dolorerae comnimi nullitae min prepel ium volorer ibusam, tem quasped molor asperia speditat quas con re dit volorib usapelesto id mo beatesti rem quassum inctam qui dolorrum quaectur, conserro odicat ditat.

›

CORPORATE

DESIGN 2.0

4

2

3

1

2

3

4

3736

7.11. DIAGRAMS

Themafast CondensConventional instant water heater

Saves gas and water whilst reliably providing the desired degree of hot water every time you turn on the hot tap

Time45 sec

40 0C

Tem

pera

ture

Maximum theoretical efficiency: 110% (impossible to surpass)

Effic

ienc

y η

(%)

5 10 15 20 25 30 35 kW

110

90

Efficiency for Thema condensing boilers: 107% at 50 / 30 °C

Non-condensing boilers

Condensing boilers

7.12. ILLUSTRATIONS The informational drawings created using the “Red Line” serve to simply illustrate basic information. They should not feature any playful twirls or details (e.g. faces or too many folds in the clothing). Combinations of people and products are coloured using SDBG red and shades of grey.

Heating output

7.10. FUNCTIONAL COLOURS

The colours must only be used to explain different functions visually. The functional colours should only be used for assigned functions, e.g. signs for pumps may not be displayed in yellow, if yellow = gas. Colour gradients for two functional colours are allowed (see A7.8). Graphics in general should be illustrated in shades of grey.

The houses in the graphics, in which functional colours are used, should be reworked, simplified, and adapted to the house illustrations shown (see A10.12). Necessary pipes can be displayed with directional arrows to show in which direc-tion gas, water, etc. flow (see A7.8). Signs such as the flame in the boiler should be replaced with the corresponding icon. Information, which is displayed in light green, should be simplified, reduced and redyed in shades of grey. Appliances must not be visualised in 3D to keep the graphic simple. The caption of the numbers should be adapted to the CI look (see A10.12) in red. General captions, which describe details in the graphics, should be displayed in black or grey. In order to show mixtures, e.g. a gas and air mixture, arrows with their cor-responding functional colours should be used. These should then be arranged alternately in the mixture’s direction of flow.

Warmtepomp

Hydraulische module

Elektrische voeding van de warmtepomp

Regelkast

De draadloze buitenvoeler

Verwarmingsketel

Draadloze kamerthermostaat

Verwarmingscircuit

Oververhittingsbeveiliging van de vloerverwarming

Opvangbak glycolwater

Filter van de warmtepompkring

1

2

3

4

5

67

8

910

11

Retour warmtepompcircuit

Aanvoer warmtepompcircuit

Aanvoer ketelcircuit

Retour ketelcircuit

Retour verwarmingscircuit

Aanvoer verwarmingscircuit

Afvoer van de veiligheidsklep van

het warmtepompcircuit

A

B

C

D

E

F

G

Graphic original Graphic reworked

+ =Gas Air

Gas CMYK 0/5/60/0 RGB 253/239/131 Pantone 127 C

Inflow/warm water CMYK 5/100/80/5 RGB 203/13/38 Pantone 186 C

Air CMYK 46/28/9/0 RGB 115/154/188 Pantone 645 C

Return/cold water CMYK 30/3/0/3 (in heating circuit and RGB 168/197/235 for domestic water) Pantone 2717 C

Return/cold glycol CMYK 30/3/0/3 (independent from brine RGB 168/197/235 or solar) Pantone 2717 C

Inflow/warm glycol CMYK 5/100/80/5 (independent from brine RGB 203/13/38or solar) Pantone 186 C

3938

Wrong: the starting point is fixed. The RWW cannot run in an upward direction.

Wrong: the starting point is fixed. The RWW cannot run to the right.

Wrong: the starting point is fixed. The RWW cannot run through the centre.

Wrong: the starting point is fixed. The RWW cannot be inverted.

The “Red Wavy Wall” (RWW) is a central design element of the brand’s identity and features on the title pages of brochures. The RWW and the red flat surface are always red and transparent.

An exception is the use of monochrome red in combination with physical products. (See chapter B9. POS)

The “Red Wavy Wall” is taken from the current look and used as a basic design element. It is developed further and becomes transparent. The “Red Wavy Wall” is placed between the motif and the environment; the back-ground is still visible through the red layer.

8.1. “RED WAVY WALL”

8.2. ORIGINS

B

x

0

Ellipse for A4W x H = 271 x 138 mm

Offsetx = –2.7 mmy = –91.4 mm

Hy

1:2

A8. SURFACE

The “Red Wavy Wall” is part of the brand identity and is always used to-gether with the logo (exceptions: the inside pages of a brochure that deal extensively with the topic of the brand). The assumed continuation of the curved surface affects the logo:

8.3. APPLICATION

1:2 1:2

CORPORATE


DESIGN 2.0

4140

Typography

Wrong: the flat surface is not red.

DOS / DON'TS

8.4. COLOUR SURFACES USE OF FLAT SURFACE: the flat surface reinforces the brand’s identity. Within the literature, it features on the brand pages and in the introduction to the chapter on application, as an extension of the “Red Wavy Wall”.

The flat surface is an element that connects the pages. It can be placed on the right or left side, but it has to follow this principle: if the flat surface ends on the right side, it has to start on the left side, and vice versa.

COLOUR SURFACE: the flat surface is always red and transparent, and is only used in combination with the people motifs and a background.

COVERAGE AND TYPOGRAPHY: a motif can only cover max. 75% of the surface. The flat surface can also be used for the body copy or illustrations. In these cases, white typography is always used and the line becomes white.

SIZE: the effect of the flat surface is striking. It should therefore cover the background by a minimum of 5% and maximum of 50%. The width of the flat surface is flexible and can be adapted to the layout and content of the pages. The height – based on the lowest point of the “Red Wavy Wall” – is fixed and cannot be changed.

Right: there is white lettering on the flat surface.

Wrong: there is black lettering on the flat surface.

Typography

Wrong: the flat surface is used without a motif or background.

Wrong: the height of the flat surface varies.

Wrong: the motif covers the red surface by more than 75%.

8.5. USE

The flat surface: max. 50% of background

The flat surface: min. 5% of background

The “Red Wavy Wall” defines the height of the following flat surfaces and the following headlines

Right: the flat surface covers max. 50%. In this case, the people motif is in front.

Right: the flat surface covers min. 5%. In this case, the flat surface is in front.

Please notice: if an important part of the motif is coveredby the flat surface, the motif is placed in front.

CORPORATE

DESIGN 2.0CORPORATE

DESIGN 2.0

4342

8.6. APPLICATION OVERVIEW

LITERATURE

“RED WAVY WALL” FLAT SURFACE

PRINT AD

ONLINE

TRADE FAIR

POS

LITERATURE

“RED SURFACE” WARM GREY SURFACE

PRINT AD

ONLINE

TRADE FAIR

POSVAI02B00046-12_Messewand_RZoC_Logoliste.indd 19 11.03.13 18:08VAI02B00046-12_Messewand_RZoC_welle_ohne_logo_mit_fortfuehrung.indd 1 11.03.13 10:35 VAI02B00046-12_Messewand_RZoC_welle_ohne_logo_mit_fortfuehrung.indd 2 11.03.13 10:35

CORPORATE


DESIGN 2.0

LOGO AND HEADLINE APPLICATIONS 1:2All logos are placed in the top right corner with the last letter at the point of intersection between the left side of the last grid column and the imaginary curved line.

HEADLINEFont size: 26 ptLeft-aligned – NOT centredPositive (SDBG red) – NOT negative (white)

9.2. “RED WAVY WALL” GRID, TITLE PAGE

9.3. “RED WAVY WALL” GRID, TITLE PAGE AND LOGOS

9.1. “RED WAVY WALL” GRID

A9. BASIC GRIDS

TITLE PAGE EXAMPLE 1:2

1:2 1:2

CORPORATE


DESIGN 2.0

Lorem ipsum dolor

EST

Lorem ipsum dolor

2009

Beatiam as explispa dis doluptat Luptates quis sam gendipsa dendaer

Logo

Lorem ipsum dolor sit ametAt vero eos et accusam et justo

Lorem ipsum dolor sit ametAt vero eos et accusam et justo

4544

9.4. “RED WAVY WALL” GRID, LEAFLET FORMATS

EXAMPLES OF FORMATS 1:2

1:2 1:2

1:2 1:2

CORPORATE

DESIGN 2.0

4746

A10. PHOTOGRAPHY

The iconic look of the photos is an important factor for guaranteeing a unique appearance: still shots or life shots – all images contribute to an energetic look.

The dynamic active photos portray people from the B2B and B2C target groups: they address and “understand” the beholder. The models exude friendship and an active, committed, smart and positive air.

The product shots are staged in an engrossing way too. The products’ spa-tiality is emphasised in this way, giving the customer a clear perspective. Well-defined lighting accentuates the products’ materiality.

Unusual crops and varied positioning animate the layout and serve to create a unique and energetic look for the brands of the Saunier Duval Brand Group.

10.1. ENERGETIC LOOK

4948

10.2. LIFE SHOTS LOCATION: if the shoot takes place indoors, shots are taken in a plain room with a wooden floor and white walls. The furnishings are very subtle and only visible should they play a part in communicating an additional idea. It should respond to all countries' wants and needs.

PHOTO CONCEPT: the image style is lifelike, animated, positive and active. Bright lighting accentuates the models’ personalities and their active nature. The photos are in colour and slightly desaturated so as not to appear too bright. The angles are exciting and unusual. Extreme perspectives help crea-te a strong three-dimensionality. Blurring may be used to increase the sense of space. The alternate use of energetic and calm images serves to create a sense of tension.

LIGHTING: contrasting lighting with a daylight ambience.

STYLING: the models will predominantly be dressed in neutrally coloured clothing accentuated by red accessories. The make-up will emphasise the models’ natural aura without being obtrusive. When styling the models’ hair and, finally, when staging them for the shots, please make sure that the hair can be cut out later without difficulty. The styling will be adjusted to the background in question: warm grey accessories with a red background, and red accessories with a warm grey background.

FORMAL RESTRICTIONS: the photos on all pages focus mainly on the people – they are large-scale and positioned even when cropped. During post-pro-duction, a graphic red wall will be fed into the background, thus the portraits must work as cut-outs. Here, emphasis is placed on body tension and an ac-tive posture. In the layouts, the models in the photos are shown in close-up (nearby) with interesting angles, to keep the dynamism of the posing and to make the pictures emotional. These photos should also work as cut-outs on a red or warm grey background.

MISCELLANEOUS: the layout should be kept in mind during the shoot. All images must be filed as cut-outs so that they may be used flexibly in front of either the red or the warm grey wall.

CORPORATE

DESIGN 2.0

Maren Thomas Martina Marc B. Olivia

SigiGeorgBeate

Philine MathildaHenryJonathan

Ben NayaJonnaDavid

10.4. MODELS

CASTING FOR B2B: Conservative installers, contract installers, specifiers, developers, builders, big property owners, housing association members. Mainly men. Aged between 35 and 55 years. Types: confident men who know what’s what with a hands-on approach, distinctive hands, lined faces, per-sonalities with charisma and a friendly attitude.

CASTING FOR B2C: Men and women – the aggregated end-user, aged bet-ween 35 and 55 and their children, aged between 0 and 10. Types: families with a modern outlook, upper income range, working, successful, committed, smart and positive, with a friendly attitude, active personalities with plenty of charisma.

10.3. CASTING FOR LIFE SHOTS

PARENTS MOTHER FOR BELGIUM

55+

DOGKIDS

BABIES

5150

10.4. MODELS

Nick

Stefan

Uli B.

Zack Carlo

Frank

Martin

Christopher

Christopher

OLDER ARCHITECT

OLDER INSTALLER

SPECIFIER

YOUNGER INSTALLER

OLDER CONSTRUCTOR

YOUNGER ARCHITECT

OLDER INSTALLER

OLDER ARCHITECT FOR UK

Sandra B.

EVA

10.5. PHOTO LOOK

1 Picture from the shoot pool.Desaturate the photo slightly.

2 Pick a stock motif (e.g. a building site).Desaturate the picture, give the colours a natural light, warm grey tone. Blur the background of the picture.

3 Make a composite picture from the two pictures to make the concrete unnoticeable in the room and add some depth.

4 Add a transparent “Red Wavy Wall” to the final motif.

In the corporate look, the people are shown in their working or living environ-ment (full page) and the “Red Wavy Wall” is transparent. This creates a more emotional look that can only be used for the following: cover, index, brand pages, chapter separating pages, adverts and trade fair walls.

CORPORATE

DESIGN 2.0

5352

10.6. B2C COMPOSITE PICTURE POOL

CD

2_C

ompo

s_C

lose

upM

otif

_B2C

_047

_39L

CD

2_C

ompo

s_M

otif

_B2C

_65_

017_

39L

CD

2_C

ompo

s_M

otif

_B2C

_6_1

77_3

9L

CD

2_C

ompo

s_M

otif

_B2C

_15_

056_

39L

CD

2_C

ompo

s_C

lose

upM

otif

_B2C

_216

_39L

CD

2_C

ompo

s_M

otif

_B2C

_37_

149_

39L

CD

2_C

ompo

s_G

enM

otif

_Aff

orda

bilit

y4_B

2C_3

45_3

9L

CD

2_C

ompo

s_Em

otio

nalM

otif

_B2C

_12_

39L

CD

2_C

ompo

s_Em

otio

nalM

otif

_B2C

_03_

39L

In the composite pictures, the people are shown in their working or living environment. This creates an emotional look and makes our communication more relevant to our audience (B2C living environment). The people motifs with background can only be used on pages without technical information, products, graphics or tables, for example the cover, index, brand pages, chapter separating pages, etc. On all other pages, the people motifs are used without a background.

The “Red Line” illustrates the brand values / brand positioning.

CORPORATE


DESIGN 2.0

5554

CD

2_C

ompo

s_M

otif

_B2B

_1A

_067

_39L

CD

2_C

ompo

s_M

otif

_B2B

_Bal

ance

_39L

CD

2_C

ompo

s_C

lose

upM

otif

_B2B

_02_

115_

39L

CD

2_C

ompo

s_C

lose

upM

otif

_B2B

_08_

090_

39L

CD

2_C

ompo

s_G

enM

otif

_Spe

ed_1

_B2B

_052

_39L

CD

2_C

ompo

s_M

otif

_B2B

_139

_118

_39L

CD

2_C

ompo

s_M

otif

_B2B

_1A

_B_3

9L

CD

2_C

ompo

s_C

lose

upM

otif

_B2B

_05_

040_

39L

CD

2_C

ompo

s_M

otif

_B2B

_1_0

14_3

9L

CD

2_C

ompo

s_M

otif

_B2B

_110

_004

_39L

CD

2_C

ompo

s_C

lose

upM

otif

_B2B

_01_

090_

39L

10.7. B2B COMPOSITE PICTURE POOL

In the composite pictures, the people are shown in their working or living envir-onment. This creates an emotional look and makes our communication more relevant to our audience (B2B working environment).The people motifs with background can only be used on pages without technical information, products, graphics or tables, for example the cover, index, brand pages, chapter separating pages, etc. On all other pages, the people motifs are used without a background.

The “Red Line” illustrates the brand values / brand positioning.

CORPORATE


DESIGN 2.0

5756

10.8. GUIDELINES COMPOSITE PICTURES

The composite pictures in the corporate design 2.0 look consist of three elements/layers:

- the people motif- the “Red Line”- the background environment

Please download the more detailed “CD 2.0 composite pictures guidelines” file on the e-companion server, that contains the rules for the application of the composite pictures. These guidelines are important for the use of the pictures, as some points are mandatory to follow:

- The position of the people motifs can be changed, but there must still be some elements visible in the background (see examples on the following page).

- If needed, the people motif can be scaled up or down, depending on the page layout. For every picture, a minimum and maximum size has been defined in the composite pictures guidelines, with the intention of keeping realistic pro-portions between foreground and background.

BACKGROUNDSOnly the defined and provided backgrounds are allowed for the composite pictures as they have been retouched and especially adapted to the SDBG look and feel. Please keep in mind, that you cannot scale up the background. For exceptions please contact either the lead agency Scholz & Friends NeuMarkt GmbH or the central marketing of Saunier Duval.

“RED LINE”The composite pictures always have to be used in combination with the “Red Line”. The people and line motifs belong together. That means if the people motif is scaled down, so is the “Red Line”.

“RED WAVY WALL”The composite pictures always have to be used in combination with the trans-parent “Red Wavy Wall” or Flat Surface.

People motif scaled down (70%) and moved No elements visible in background

Maximum size of people motif (100%)

SCALABILITY EXAMPLE

Minimum size of people motif (70%)

BACKGROUND DON'TSBACKGROUND DOS

Cover application with “RWW”Composite picture with “Red Line”

SCALABILITY DOS

The people motif can only be scaled for vertical format/cutout. The people motif above can not be scaled for horizontal format

since the motif is already cut-out (on both sides - floor is not

wide enough).

SCALABILITY DON'TS

CORPORATE


DESIGN 2.0

5958

10.9. CO-OP SHOOTING POOL

The co-op shooting pool contains about thirty pictures that have been shot. These pictures stand for the brand values and/or benefit and are arranged in two categories: B2C and B2B.

The pictures have to be used for the communication of the topics they are related to. Their usage is strictly limited to application with a cooperative part-ner, meaning that two logos are shown in the marketing material (see chapter B7 co-branding). For exceptions please contact either the lead agency Scholz & Friends NeuMarkt GmbH or the central marketing of Saunier Duval.

B2C

B2C

_ G

etty

Imag

es_1

0048

0099

B2C

_410

8438

8

B2C

_162

3635

0B

2C_0

0788

0000

979h

B2C

_42-

2901

0187

B2C

_Get

tyIm

ages

_779

9208

9

B2C

_007

8800

0097

9hB

2C_1

6635

260

B2B

B2C

_ G

etty

Imag

es_1

0048

0099

B2C

_410

8438

8

B2C

_177

6315

7

Mot

if_B

2B_1

393

Mot

if_B

2B_1

849A

Mot

if_B

2B_1

849B

Mot

if_B

2B_2

253

Mot

if_B

2B_4

8617

000

Mot

if_B

2B_0

634

Mot

if_B

2B_2

481

Mot

if_B

2B_4

8616

985

Mot

if_B

2B_1

669

Mot

if_B

2B_1

802

Gen

Mot

if_S

peed

_B2B

_068

8

Mot

if_B

2B_1

504_

1526

Mot

if_B

2B_1

971

Mot

if_B

2B_1

067

Gen

Mot

if_E

ffic

ienc

y_B

2B_2

154

Mot

if_B

2B_3

204_

Hea

tPu

mp

Mot

if_B

2B_0

961_

Bal

ance

Mot

if_B

2B_0

838

Mot

if_B

2B_3

204

Mot

if_B

2B_3

083A

Mot

if_B

2B_3

083B

Mot

if_B

2B_2

093

6160

“Your energetic companion nearby“

Your dynamic and experienced partner for all your needs regarding heating, hot water and cooling, offering fit-for-purpose solutions that simplify your life and give you a feeling of confidence.

B2C

Mot

if_B

2C_1

_194

B2B

Mot

if_B

2C_1

_288

Mot

if_B

2C_1

_044

Mot

if_B

2B_A

1_06

7

Mot

if_B

2B_1

_014

Mot

if_B

2B_1

A_0

33

Belgium/Bulex

10.10. BASIC STOCK IMAGE POOL

The basic stock image pool contains about one hundred pictures that have been shot and filed according to the topics brand, product and service. These topics are given in the left column, together with the benefit / message the respective picture is to convey. The pictures must only be used for the communication of the topics they are related to. The key pictures are framed red.

Brand Smart

Pragmatic, simple, efficient solu-tions and services adapted to new developments and trends.

B2C

B2B

Mot

if_B

2C_2

_055

Gen

Mot

if_S

peed

_1_

B2B

_052

Mot

if_B

2B_2

_140

Product Picture

Gen

Mot

if_S

peed

1_B

2B

Brand Committed B2C

Mot

if_B

2C_5

_020

Steady support and proven technology. SDBG is close to their customers, actively building reliable relationships and keeps being interested in them. This makes SDBG a trustworthy, easily accessible and attentive partner that meets on eye-level.

Gen

Mot

if_P

rove

nTec

h1_0

36

B2B

Gen

Mot

if_P

rove

nTec

h5_0

82

Gen

Mot

if_P

rove

nTec

h4

Mot

if_B

2B_5

_102

B2C

B2B

B2B

Brand Positive

There is a solution for every chal-lenge, SDBG is open-minded, straightforward and acts always with a smile.

Mot

if_B

2C_6

_136

Mot

if_B

2C_6

_177

Mot

if_B

2C_6

A_1

16

Belgium/Bulex

Mot

if_B

2C_1

4_05

7

Mot

if_B

2C_7

_057

Mot

if_B

2B_9

_090

Mot

if_B

2B_2

4_11

0

Mot

if_B

2B_2

0_03

9

Mot

if_B

2B_7

_082

Mot

if_B

2B_7

_110

Simplifying your life and giving you a feeling of confidence.

Brand Benefit B2C

B2B

Belgium/Bulex

Mot

if_B

2C_8

_106

Mot

if_B

2C_1

_244

Mot

if_B

2C_9

Mot

if_B

2C_8

_016

Mot

if_B

2B_1

0_14

4

6362

A clearly understandable, “smart” attitude in products and services which meets the needs and requi-rements of the target groups.

Pragmatism B2C

B2B

Gen

Mot

if_S

peed

_1_B

2B_0

52

Gen

Mot

if_S

peed

1_2B

Mot

if_B

2C_1

1_3A

_001

Mot

if_B

2B_1

1-3_

010

B2C

B2B

Solution orientation

“Positive” as a value concerning products and services, unprob-lematic, competent, consultati-ve help/support. B2B and B2C benefit: A better quality of life when dealing with SDBG and its products.

Mot

if_B

2B_1

6_06

8

Mot

if_B

2B_2

_140

Mot

if_B

2C_1

3_01

3

Mot

if_B

2C_1

4_05

7

B2CTrustworthiness/reliability

Products have a long shelf life and a reliable “proven technology”.B2B and B2C benefit: Trustworthi-ness and reliability are part of our attitude and our standards.

B2B

Ser

vice

: Q

ual

ity

B2B

Mot

if_B

2C_2

7_13

4

Mot

if_B

2C_2

7_20

3

Gen

Mot

if_P

rove

nTec

h1_0

36

Mot

if_B

2B_2

0_03

9

Gen

Mot

if_P

rove

nTec

h5_0

82

Mot

if_B

2B_1

32_1

53

B2CAffordability (Generic motif )

B2BBelgium/Bulex

Gen

Mot

if_A

ffor

dabi

lity4

_B2C

_094

Gen

Mot

if_A

ffor

dabi

li-ty

4_B

2C_3

31

Gen

Mot

if_A

ffor

dabi

li-ty

1_B

2C

Gen

Mot

if_A

ffor

dabi

lity2

_B

2B_0

47

Gen

Mot

if_E

ffic

ienc

y_2B

2B_0

88

Efficiency (Generic motif ) B2C

B2B

Gen

Mot

if_E

ffic

ienc

y_1B

2C_0

62

Gen

Mot

if_E

ffic

ienc

y4_B

2C

Gen

Mot

if_E

ffic

ienc

y_2B

2C_0

69

Gen

Mot

if_E

ffic

ienc

y_2B

2B_0

88

Gen

Mot

if_E

ffic

ienc

y1_B

2B_0

56

Gen

Mot

if_S

peed

1_B

2B

B2B

Simplicity

A clever simplicity, especially con-cerning the product worlds and the idea of “simplifying your life”.B2B benefit: The products are easy to install and maintain. Technical support is easy to reach.B2C benefit: The product is easy to operate.

B2C

Mot

if_B

2C_1

6_03

4

Mot

if_B

2C_1

5_05

6

Mot

if_B

2C_1

5_13

7

Mot

if_B

2C_1

7_05

0M

otif

_B2B

_18_

005

Gen

Mot

if_S

peed

_1_

B2B

_052

Gen

Mot

if_E

asyt

oins

tall_

1_02

5

Gen

Mot

if_E

ffic

ienc

y1_B

2B_0

56

6564

Easy installation (Generic motif ) B2B

Gen

Mot

if_E

asyt

oins

tall_

1_02

5

Gen

Mot

if_S

peed

1_2B

Gen

Mot

if_S

peed

_1_

B2B

_052

B2C

B2B

Gen

Mot

if_S

peed

1_B

2B

Gen

Mot

if_S

peed

1_B

2C

Speed (Generic motif )

Gen

Mot

if_S

peed

_1_

B2B

_052

B2C

B2B

Mot

if_B

2B_2

3_03

2

Mot

if_B

2B_2

3_03

2

Heating

Efficiency, reliabilty, comfort.

Mot

if_B

2C_2

1_09

8M

otif

_B2B

_24_

110

Mot

if_B

2C_2

1_06

5

Gen

Mot

if_E

ffic

ienc

y_1B

2C_0

62

Mot

if_B

2B_2

5

B2B

Mot

if_B

2B_9

6_00

3M

otif

_B2C

_27_

123

B2C and B2B benefits: Provides advanced system functionality, simplifies installation, compati-bility.

Accessories

B2C

Mot

if_B

2C_1

8_03

4M

otif

_B2B

_27_

073

Mot

if_B

2C_2

7_16

2

Hot water

Well-being, relaxation, peace of mind/ comfort, primary need, large range.

Mot

if_B

2B_2

9_07

6G

enM

otif

_Spe

ed1_

B2B

B2B

Mot

if_B

2C_2

6_09

8

Mot

if_B

2C_6

5_01

7G

enM

otif

_Spe

ed_

1_B

2B_0

52

B2C

B2B

Gen

Mot

if_P

rove

nTec

h1_0

36Proven technology (Generic motif )

Gen

Mot

if_P

rove

nTec

h5_0

82

Gen

Mot

if_P

rove

nTec

h4

B2C

B2B

Mot

if_B

2C_3

5_08

3M

otif

_B2B

_31_

084

Cooling

B2C benefits: Well-being, summer feeling, large range.

6766

B2C benefits: Efficiency (perfor-mance), integration with SDGB products, aesthetics, renewable technology, tax reductions (deve-lopment programmes of the EU).B2B benefits: Integration with SDBG products, easy to install, renewable technology.

Solar systems

Gen

Mot

if_E

ffic

ienc

y_2B

2B_0

88

Mot

if_B

2B_9

_090

B2B

Mot

if_B

2B_4

6_19

3

B2c

B2B

B2C

Mot

if_B

2C_4

0G

enM

otif

_Eff

icie

ncy1

_B2B

_056

Mot

if_B

2C_3

7_14

9

Mot

if_B

2C_1

7_05

0M

otif

_B2B

_36

Mot

if_B

2C_4

4_23

7

Mot

if_B

2C_4

4_11

6

Mot

if_B

2B_3

2

Controls

B2C benefits: Fits your lifestyle, easy to use, desirable.

B2B benefits: Higher margin, single contact, more efficient, easy to install, fit-for-purpose system.B2C benefits: Single contact/one supplier, more efficient, fit-for-purpose system.

Systems

B2B

Mot

if_B

2B_4

1_09

3

B2C

Gen

Mot

if_E

ffic

ienc

y_1B

2C_0

62

Mot

if_B

2C_4

2

Mot

if_B

2C_7

_057

Belgium/Bulex

Mot

if_B

2B_5

0_22

1

Mot

if_B

2B_7

_110

Gen

Mot

if_A

ffor

dabi

lity1

_B2C

Mot

if_B

2B_4

4_04

4G

enM

otif

_Aff

orda

bili-

ty4_

B2C

_331

Mot

if_B

2B_7

_082

B2C

B2C

B2C

B2B

Mot

if_B

2C_3

5_08

3G

enM

otif

_Pro

venT

ech1

_036

Mot

if_B

2B_3

1_08

4

B2C benefits: Performance, a product portfolio to suit any need, aesthetic, quality of the air.

Air conditioning

B2C benefits: Quality of hot water, micro accumulation, affordable product, experienced, low installa-tion costs. B2B benefits: Micro accumulation, affordable product, experienced, simple to install.

Non-condensing wallhung boilers

Gen

Mot

if_A

ffor

dabi

lity4

_B2C

_094

Belgium/Bulex

Gen

Mot

if_A

ffor

dabi

li-ty

2_B

2B_0

47

Mot

if_B

2B_4

7_03

2

B2B

Gen

Mot

if_P

rove

nTec

h5_0

82

6968

Gen

Mot

if_P

rove

nTec

h4

Mot

if_B

2B_1

01_0

37

B2C

B2B

Mot

if_B

2C_4

8_06

9M

otif

_B2B

_50_

221

Gen

Mot

if_E

ffic

ienc

y_2B

2B_0

88

Gen

Mot

if_E

ffic

ienc

y_1B

2C_0

62M

otif

_B2B

_46_

193

Gen

Mot

if_E

ffic

ienc

y_B

2B3

Gen

Mot

if_E

ffic

ienc

y4_B

2C

Mot

if_B

2C_4

6M

otif

_B2B

_9_0

90G

enM

otif

_Eff

icie

ncy1

_B2B

_056

Gen

Mot

if_E

ffic

ienc

y_2B

2C_0

69

B2CM

otif

_B2C

_44_

237

Mot

if_B

2C_4

4_11

6B2C benefits: Efficiency/perfor-mance, ecological, perfect integ-ration with solar systems, easy to maintain. B2B benefits: Easy to install.

Condensing wallhung boilers

Belgium/Bulex

B2C benefits: Little floor space needed.B2B benefits: Ease of installation.

Non-condensing and condensing floorstanding boilers

B2B

Bal

ance

Hybrid

B2C

Mot

if_B

2C_4

4_11

6M

otif

_B2B

_130

Gen

Mot

if_E

ffic

ienc

y_2B

2B_0

88

Mot

if_B

2C_4

4_23

7M

otif

_B2B

_57_

129

Mot

if_B

2B_9

_90_

Hea

tPu

mp

Mot

if_B

2B_1

10A

_082

Belgium/Bulex

Gen

Mot

if_A

ffor

dabi

li-ty

4_B

2C_3

45

B2C benefits: Total comfort, saves energy, money, lifetime costs, silent, independent from i.e. gas, energy of the future, proper tech-nique for floor heating.

Heat pumps

Mot

if_B

2B_5

8_01

8M

otif

_B2B

_41_

093

Mot

if_B

2B_1

10_0

04

B2B

B2C

B2C

B2C benefits: Efficiency, low running costs, indoor climate/air quality.B2B benefits: High customer satisfaction.

Air ventilation

Mot

if_B

2B_6

0_07

6G

enM

otif

_Spe

ed1_

B2B

Mot

if_B

2C_5

5_08

1G

enM

otif

_Spe

ed_

1_B

2B_0

52

B2B

B2B

B2C benefits: Hot water on de-mand, space-saving, value for money.

Combination boilers

7170

Mot

if_B

2B_7

2_02

Mot

if_B

2C_6

5_01

7

Gen

Mot

if_E

asyt

oins

tall_

1_02

5

B2C

B2B

B2C

B2BG

enM

otif

_Aff

orda

biliy

4_B

2C_3

31

B2C benefits: Level of comfort, affordable.B2B benefits: Easy installation.

Gas water heaters

Mot

if_B

2C_6

0_13

4M

otif

_B2B

_73_

059

Mot

if_B

2B_7

4_07

1G

enM

otif

_Aff

orda

bilit

y4_B

2C_0

94

Belgium/BulexG

enM

otif

_Aff

orda

biliy

2_B

2B_0

47

B2C and B2B benefits: Available throughout the lifetime of the pro-duct, fast acquisition and delivery, quality of engineered parts.

B2C benefits: Hot water anytime.B2C and B2B benefits: Suitable for all older and newer technologies.

Spare parts

Storages

Mot

if_B

2B_8

0_04

3M

otif

_B2B

_85_

204

Training situations, in which instal-lers are briefed on new products and technologies.

B2B service: Training

Mot

if_B

2B_8

2_08

9M

otif

_B2B

_90_

103

Mot

if_B

2B_9

3_03

8M

otif

_B2B

_110

_004

Installation scenarios concerning boilers, heat pumps, controls.

B2B service: Mounting

Mot

if_B

2B_9

5_10

7M

otif

_B2B

_110

A_0

82B

2B S

ervi

ce:

Qu

alit

yM

anag

emen

t

Mot

if_B

2B_1

01_0

37

B2B

Sales scenario installer/end-user, consulting scenario installer end-user, competence scenario.

B2B service: Consulting, competence, situations

Mot

if_B

2B_9

6_00

3M

otif

_B2B

_117

_009Building scenarios (ex.), building

scenarios (larger projects), plan-ning scenario.

B2B service: Planning and building scenarios

Mot

if_B

2B_1

30M

otif

_B2B

_132

_153Quality/security check scenario

during production.

B2B service: Quality management

7372

Mot

if_B

2B_1

41_0

49B

2B S

ervi

ce: T

echn

ical

Pos

esM

otif

_B2B

_150

_126

Call center scenario and telephone support.

B2B service: Support and call center

Mot

if_B

2B_1

43_0

25

Mot

if_B

2B_1

39_1

18M

otif

_B2B

_150

_126

Mot

if_B

2B_1

45

The rights for all basic stock images for SDBG have been purchased for BTL media only (literature, PoS, online, trade fairs) for the following countries: the UK, the NL, BE, FR, ES, IT, DK, AT, PL, HU, RO, UA. Exception: The motifs featuring Olivia (black model) have only been purchased for BTL use in Belgium. The rights for the pictures of the basic stock images expire on 31.12.2014. The rights for ATL media to use selected motifs will be determined separately. The use for ATL is subject to the approval of SDBG Central Marke-ting, as well as to restrictions in terms of time, media type and location.

1. Available throughout the lifetime of the product (0-20 years): available even for older products2. Easy to access/acquire: fast acquisition and delivery/no extended waiting periods 3. Quality engineered parts: the spare parts are high-quality products

B2B service: Poses for technical pages

10.11. SITUATION OUTDOORS

SOLAR

HEAT PUMP

Houses are exclusively depicted using architectural models or the “Red Line”.

RENEWABLE ENERGIES

7574

10.12. PRODUCT PICTU-RES, STILL SHOTS

10.13. PRODUCT PICTURES, MOOD SHOTS

“GOLDEN RATIO” PERSPECTIVE: the perspective used places the product at the “golden ratio”.

FORMAL SET-UP: studio shots taken with a pure white and undefined background. The background does not consist of a discernible material. The product photography appears to be spatially staged. The products are pho-tographed with a slight angle from below and are ever so slightly perspectively aligned upwards so that a three-dimensional effect is created.

PHOTO CONCEPT: the products’ image style is graphic and full of contrasts. The soft lighting modulates the product, and accentuates its materiality and surface. The surface shows light reflexes and details, thus emphasising the product’s materiality. The images are full of contrast and there is plenty of detail in the product.

LIGHTING RECOMMENDATION: the product is clearly lit from the top left – this serves to provide contrasts, spatiality and a sense of life. On the product, there is a clearly defined, harsh monochrome shadow.

FORMAL RESTRICTIONS: the products must be useable as cut-outs. All products should be shot from the front and all sides to guarantee flexibility (three shots per product).

4 15

: 5

1 45

: 5 “golden ratio”

For almost every product, there is a basic set available in three different views (front, left, right). There are also variations for the open view of the product.

APPLICATION: insert shots are used in brochures if there are product features that need to be explained visually or if particular details are meant to be emphasised specially.

FORMAL SET-UP: photos to be used as inserts are shot against a white, otherwise undefined background. The product inserts and product close-ups do not require shadows.

PERSPECTIVE: it is important that the essentials are visualised in a simple and clear way. The product may be shown as a whole, cropped or as a close-up. Generally, a frontal perspective is used; however, an interesting, slightly angled perspective can also be used, if the product allows and it does not distract from the product features to be explained.

Product insert

10.14. PRODUCT INSERT AND CLOSE-UP INSERT

10.15. PRODUCT RANGE / SYSTEM

Close-up insert

Example of product stagingAbstract room perspective

To show a product range or system, the products are integrated into an abstract room perspective with strong lights and shadows made up of a floor and a wall. This creates more dramatic and iconic staging and a modular way to showcase products and technologies.

CORPORATE

DESIGN 2.0

7776

10.16. PRODUCT SCENES

6

5

1

2

3

4

3

4

2

5 1

6

B) COMPUTER GENERATED IMAGES

The basic Computer Generated images (CGI) show various installations (different boiler, tanks, etc.) in different rooms. These product scene pictures have beeen created to show our appliances in their domestic application environment. Overall there are 11 different product scenes at the disposal.

House profile with environment

Illustration house 2D Illustration house 3D

A) HOUSE ILLUSTRATIONS

NEW

House with pitched roof

Bathroom perspective 1 Bathroom perspective 2

House with flat roof

B.2) INDOORS

B.1) OUTDOORS

Garden

NEW

10.16. PRODUCT SCENES

THE TONALITY Icons consist of two components, a coloured surface or a white outline with a very simplified, reduced symbol drawn by a white line.

USEFive groups of icons are differentiated in three hierarchies. The title pages feature only icons from the product categories. The back of a brochure cover can feature the service icons when positioned on the “Red Wavy Wall”. The inside pages can feature the entire range of icons. Product categories and promotion icons are positioned on a “Red Surface”, product characteristics and perfor-mance requirement icons on a grey surface.

SDBG’s icon hierarchies

Product categories:

Colo

ur c

ode:

re

d sq

uare

wit

h w

hite

line

sym

bol

Colo

ur c

ode:

gr

ey s

quar

e w

ith

whi

te li

ne s

ymbo

l

Colo

ur c

ode:

re

d sq

uare

wit

h w

hite

lin

e sy

mbo

l

white outline (if on red fond)

Product properties:

Low-noise operation

Performance requirements:

Service:

2 – 4 4+ 2 x0 x0 x0

Household size

Household size

Household size

Shower Water connection

Bath tub

Websiteaddress

Telephone numbers

Spare partsservice

Distributionnetwork

Service centres

Promotion:

GUARANTY QUALITY 10 % OFF

Guaranty Quality Discount

BEST PRICE

Price Promotion

condens

Condensingboiler

Air conditioning

Solar AccessoriesSystemsNon-condensing boiler

Maximum size Minimum sizeColours

Heat pump Air ventilation

Electrical appliance

Gas water heater

Hybrid system

hybrid

25mm x 30.5mmLine: 3 ptFont: 13 pt “FF MetaMedium”

20 mm x 24.4 mmLine: 2.5 ptFont: 10.5 pt “FF MetaMedium”

13 mm x 15.8 mmLine: 1.5 ptFont: 7 pt “FF MetaMedium”

70% BlackWhite

Pantone 186c White

NEW

- FF MetaMedium- Capitals- The distance of typeface and red rectangle is 2/3 of

the capital height, short words like “new”: 2 x 2/3 capital height on the left and the right side

A11. ICONS

condens condens condens

condens

red outline (if on white fond)

7978

Entrance area

Kitchen perspective 1

Attic

Garage

Kitchen perspective 2

NEW

HOW DOES THE TONE SOUND?Our brand essence “Your energetic companion nearby”, forms the basis of this tonality – its translation is based on the brand values.

COMMITTED: The brand’s basic tone is affirmative.Perception: Its authenticity inspires trust. It is honest, resolute and reliable.All information communicated is absolutely correct and legitimate. Thelanguage used to address people is binding in tone, warm, direct, honest, active, interested, fair and cooperative.

“We offer proven, convincing technology that can be installed especially quickly and simply. Our appliances are available in different power output sizes, depending on the size of the living space and number of persons in the household. They provide end-users with a reliable and economical sup-ply of warmth and hot water. And it is this combination of comfort, quality and economy that makes these products attractive.”

“We offer best products with the highest, most advanced technology stand-ards that can be easily installed. Our innovative appliances are available with solutions for all your needs. They provide end-users with the best supply of warmth and hot water. Our highly efficient products combine comfort, quality and economy to an an exceptional attractiveness.”

SMART: The brand’s basic tone is smart.What this does not mean: We do not want overly chummy advertising jargonthat might give rise to scepticism. No implausible superlatives. But, then again, no false timidness.

POSITIVE: The brand’s basic tone is positive.Perception: A sense of comfort and empathy with regard to the brand, thefeeling of being in the right hands. Communication is friendly and optimisticin tone – uncomplicated, open, accessible, dynamic, and interested in the people it is directed at. What this does not mean: No use of overly informal, naive language.

GENERALFact and benefit-oriented language explains the product, facilitating a betterunderstanding of it and thus promoting sales. Relevant, technical facts can beexplained using their benefits: What is it? What does it do – and how do I benefit from it?

12.1. INTRODUCTION

12.2. TONALITY

12.2. TONALITYCORPORATE LANGUAGECorporate language is one of the brand’s corporate identity components and conveys the brand’s norms and values. Consistent, clear and attractive language creates credibility, uniqueness and increases competitiveness of the brands of the Saunier Duval Brand Group.

The slogan “Always at your side” embodies the attitude of the brands of the SDBG corporate language and provides it with a distinct character.

USEOur red brands use the corporate language every day in all media and con-versations. The language needs to be consistent due to its usage in head-lines and copy in brochures, sales arguments, jokes at fair stands and in mailings/flyers/websites. Moreover, corporate language is necessary when briefing various advertising agencies in various countries and speaking to customers as well as stakeholders. To this end, it should be distinct and recognisable.

BASIC REQUIREMENTSThe language of the brands of the SDBG should follow basic principles, such as being understandable, simple, relevant, emotional, distinct and recognisable, whereas abstract, non-personal language, complex sen-tences and passive constructions should not be used. Complex issues are simplified through storytelling and our language and daily internal com-munication reflects the closeness that we claim to have with our customers (“nearby”, “always at your side”).

DEFINITIONThe tonality is a component of the brand’s copy strategy and corporate language. It translates the brand positioning and, using sound, pictures, character and tone, conveys this positioning to the receiver.

USEThis tonality effects all language and communication-related aspects – fromthe telephone queue through to the language used in literature and emails.

TARGET GROUPSOur basic tone is appropriate for addressing all professional target groups and end users. The tonality never changes – differentiation is achieved through content.

A12. CORPORATE LANGUAGE

Good example

Bad example

8180

HEADLINE INSIDE THE BROCHURE RELATED TO THE BRAND

• The first headline element communicates a superior benefit of the brand (“Simplify the target groups’ lives and give them a feeling of confidence.”), • The second headline element expands on the benefit of the brand using a keyword from the glossary that refers to the brand’s USP or one of the brand’s core values.

“Trust that’s rewarded at the push of a button. Simply a great feeling.”

HEADLINE INSIDE THE BROCHURE RELATED TO A PRODUCT

• The first headline element contains a target-group-specific product benefit • The second headline element contains an association with the brand’s USP or core values.• The subheadings support the headline and serve to directly address the target group using reasoning that makes the product stand out from others.

“The less energy it needs, the more efficient it is. Together, we’re stronger.”“The intelligent thing about our caloric-value technology – a higher efficiency level and lower energy costs.”

HEADLINE INSIDE THE BROCHURE RELATED TO A SERVICE

The service headline is made up of:• The service benefit • A keyword/catchphrase from the glossary for the brand’s USP.

“Good service is focused on you, not on numbers. From one person to another.”

COPY INTRO

The copy intro should:• Create a personal link to the reader in its introduction and conclusion (“What’s in it for me?”).• Always have a link to the headline, which should in turn further refer to the slogan/brand values.• Directly address the reader as much as possible using the polite form of address.

MAIN COPY

The main copy should:• Pick up on contents playfully and present these in an interesting way.• Avoid including long lists of products, values or benefits and generally be kept short.• Use terms in the glossary.• Be appropriate for the target group and serve to communicate what the product/brand promises to do (B2B/B2C).

12.4. COPY FORMULA

Structure

Structure

Structure

Structure

Bad example

Example

Structure

Example

Structure

Example

Example

StructureGood example

Example

“The demands made of heating and hot water technology are wide-ranging. Consumers want durability and quality, low energy consumption and low installation costs. Eco-friendliness, reliability and a high level of comfort also feature on their wish lists.The technology used in gas condensing boilers recovers and utilises residual heat. It does this using a closed water circuit that cools the flue gases to condensation point and then channels the heat recovered in this process back into the heating system. This lessens the burden both on the environment and on your wallet. After all, the appeal of these boilers lies not only in their lower energy consumption, but also in their low acquisition costs, low service and maintenance costs and standard efficiency level of over 109% at 40°/30°.”

“The demands made of heating and hot water technology concern econo-mies, ecology and comfort. Gas condensing boilers answer to all demands by lessening the burden both on the environment and on wallet: low energy consumption, low acquisition costs, low service and maintenance costs and a standard efficiency level of over 109% at 40°/30°.”

GENERAL CHALLENGESThe headline elements are separated by a full stop and the order of both headline elements can change.

Our headline element contains:• The benefit of the respective product (e.g. “easy to install”) • Associations derived from the glossary for the brand’s USP (e.g. “always with a smile”).

“Easy to install. Always with a smile.” or “Always with a smile. Easy to install.”

HEADLINE ON THE COVERThe headline draws the reader into the text and predetermines a way of speaking, which all following headlines in the brochure obey. There is no subheading on the cover. The headline is made up of two short, target-group-relevant headline elements and emotionalises the real benefit of the product. • The first headline element contains the superior benefit of the respective product.• The second headline element communicates an association derived from the glossary for the brand’s USP.

“Gives efficiency a high rating. You can count on that.”

12.2. TONALITY

12.3. HEADLINE FORMULA

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COPY CONCLUSION

The copy conclusion should:• Be rounded off by a clear brand promise, which does not necessarily have to refer to the product. Rather, its main priority is to support the brand’s identity or slogan.• Always be able to complemented by – as with the headlines – the slogan “Always at your side” and finish with an inner voice.

“The less energy used, the more efficient it is. Together, we’re stronger. The intelligent thing about our caloric-value technology – a higher efficiency level & lower energy costs.

You can count on this! Our solutions for heating and hot water pay off. The new, compact gas fuel values X from Saunier Duval achieve an efficiency level of up to 109%. Simply by saving up to 30% on gas and hot-water recir-culation. That’s both efficient and saves energy. Hand in hand. These are the benefits that gain customers:

• Clever: high energy efficiency leads to lower energy costs• Uncomplicated: simple “one-man installation concept”• At your side: durable technology thanks to proven components• Customer-oriented: all installation components in a set• Well-conceived: system construction for simple maintenance• Comfortable: saves space and operates quietly

Your customers will love the efficient technology of product X. The reasons for buying this appliance are just as simple as they are diverse. Sparing re-sources can be both low-cost and do a lot of good. And to know that you’re saving energy costs at the same time simply gives you a great feeling!(How to check the style for the copy’s conclusion: can the slogan “Always at your side” appear at the end of the copy? If it can, the copy can be rounded off well in a brand-related way. This is because slogan is the lowest common denominator in any type of corporate language.)”

experienced. … we’re there for you. … at your side.

… together (…). … customer-oriented. … side by side (…).

… with each other (…). … close/next to each other. … shoulder

to shoulder. … simply there for you. … always there for you. … close to you. ... customer-focused. … attentive. … in

collaboration/cooperation with. … doing it together. … with

combined energy. … familiarising yourself with (…). … in/as a team.

… collaborating/collaborative. … always nearby. ... within

reach. ... accompanying (…). … our experts/professionals/

specialists/ technicians/ consultants/ employees/ colleagues/

teams/ partners/ specialists/ trainers (etc.) are there for you. … look

forward to our good solutions/product ranges/system solutions

(etc.). … which is your companion at your side. …

your partner. … reliable consulting. … experienced partner. … from one

to another. … from partner to partner. … put your

hand on it. … on the same level as you. … hand in hand. … you can rely on (…). … established. … put your trust in our experience/

knowledge/expertise/efficiency. … solutions you can trust/that make

your life easier. … solutions/proven technology from experts/

specialists/for more efficiency. … dynamic. … energetic. …

active. … determined/consistent. … purposeful/focused. … powerful. …

enterprising. … smart. … get to grips with/hands-on. … energised.

… pump full of energy. … for us a good partnership is: alpha

and omega/especially important/our basis ... (See for yourself when it

comes to our solutions.) …

12.5. GLOSSARY

Glossary “Your energetic companion nearby”

Example

Structure

“YOUR ENERGETIC COMPANION NEARBY” BRAND POSITIONINGTonality concerning the vocabulary used – we are… an experienced and a partnership-focused service provider.

12.4. COPY FORMULA • Come across as customer-focused instead of product-focused and its language has to find empathy with the target group.• List the respective benefits without repeating any of them (factual benefits) in order to make the product stand out from the competition and SDBG’s own product range.• Communicate the core product benefits in bullet points. The bullet points are facts. The individual bullet points are preceded by a key word or phrase from the glossary about the brand USP or one of the brand’s core values.• Contain language that is: shorter, clearer, simpler, more vivid/striking, more pleasing to the ear (note: in the sense of more original, noticeable) and more tangible.• Be understandable and function in an associative way, and should give rise to pictures and feelings.

To enable us to speak consistently and reliably in terms of the brand, we make use of a glossary. This is a collection of pre-formulated words and phrases for our brand’s USP “Your energetic companion nearby.” and our brand core values “committed”, “smart” and “positive”. The glossary makes the tonality easier to reproduce and is precompiled in a country-specific way. It can be expanded continuously.

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“COMMITTED” CORE BRAND VALUETonality concerning the vocabulary used – we are … experienced and always on the same level as our customers when we speak to them.

uncomplicated. … easy. … pragmatic. … your requirements in mind.

… support. … there. … interested. …objective. … efficient. … We

offer you reliable quality. … it pays off for you. … with each

other/ service/ extra service/ quality/ performance/ nearby/ experience/

expertise/ simplicity/ affordability/accessibility is a concept for us.

… smart/easy solutions (for heat, hot water and

climate technology). … together for the future. … we prove ourselves

thanks to affordable solutions/performance/efficiency. … cleverly combined. … clever. …worked out. … intelligent. … well-conceived.

… advanced. … environmentally friendly. … solution-oriented.… good/smart

solutions. … system solutions. … resource-conserving. …

where a good reputation is the result of good solutions. … you can expect

more (…). … your partner in (daily work/quality/efficiency etc.). … can be

solved/realised/implemented. … together we’re stronger/

more efficient/stand for more efficiency/good performance. ... energy

solutions/efficiency. ... significantly (lower/increase/save). …

economise/budget/calculate/profitable/good returns. … decrease/lower

(expenses/energy costs). … favourable. … profitable. ...

open. … open to change. … receptive. … ready to learn. … think/

act positively. … optimism. … look for challenges and convince

thanks to pragmatic service/solutions. … profitable. … welcome.

… advantageous. … promising. … comfortable. … relaxed. … easy-going. …

optimum. … ideal. … promises success. … world of opportunities.

… we can do it together. … nothing’s impossible. … we provide solutions.

… it’s simply a good feeling. … always with a smile. …

always there for you/your questions/concerns/requirements (etc.) with

a smile. … diverse advantages for your/our customers’ satisfaction/for

more efficiency/your daily business/your investment/lowering your energy

costs (etc.). … clean energy. … efficient dynamics. … efficient

climate technology. … sustainable. …regenerative/renewable. …

“SMART” CORE BRAND VALUETonality concerning the vocabulary used – we are … a provider of pragmatic, easy and efficient solutions.

“POSITIVE” CORE BRAND VALUETonality concerning the vocabulary used – we are …willing to respond to all challenges with a smile and always find a good solution.

can be approached personally. ... customer-oriented. ...

service-oriented. … effective. … expert. … for more safety/

security in planning/construction/redevelopment/investment. … within

reach. … accessible. … receptive. … approachable. ... efficient.

… decisive. ... impressive. … we stay in contact. … your

direct contact for proven services. … energy-saving. … experience in

doing what we do for you. … experienced. … reliable.

... committed for you/with proven technology solutions/when it comes to

training opportunities for more efficiency. ... tried-and-tested products. … to make our customers’ lives easier/for more

comfort/to lower your energy costs/to make your daily business easier

(etc.). … you can trust our service/technology/experience/customer focus

(etc.). … we provide (you/and our customers) with pragmatic solutions/

effective services/efficient appliances/devices for more efficiency …

customer solutions. … experienced. … reliable. …

comfortable. … safe/secure. …

Glossary “Committed”

Glossary“Positive”

Glossary“Smart”

12.5 GLOSSARY 12.5 GLOSSARY

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CORPORATE DESIGN APPLICATIONS

CORPORATE

DESIGN 2.0

Saunier Duval Brand Group’s literature is a highly essential channel in the orchestrated mix of our communication. This is why the foundations have to be consistent, regardless of the target group (B2B and / or B2C) or the litera-ture formats. The following chapter on corporate design defines and explains literature layouts in general:

- how these literature formats are structured- how the grids have to be used in the different formats and sizes- how the layout should be realised and the typography to be used- how pictures, tables and important information should be inserted in layouts

The explanations of these layout guidelines are illustrated by some selected key examples of literature that are based on the literature strategy: product-focused and product range literature, price list (short and extended versi-ons), cover design for user and installation manuals.

The structure of each piece of literature follows this hierarchy:

1) introduction to the brand 2) introduction to the product and / or system3) information about the product and / or system4) service information5) technical appendix

B1. LITERATURE

1.1. INTRODUCTION

SCALE 1:2210 x 297 mm

Minimum and maximum text length / width

1.3. BASELINE GRID (BLG) FOR COLUMN WIDTH

SCALE 1:2210 x 297 mm

GRIDThe symmetrical side grid is allowed for both left and right sides of the page layout. The grids are used to determine image sizes and margin widths for body copy. They facilitate the planning of print material.

The brochure grid is simple and there is not too much copy on each page. The clean layout of the pages achieves a modern look.

For extensive publications, the inner pages have to be readable. Therefore, one unit next to the gutter has to be left blank.

1.2. MASTER GRID FOR IMAGES AND TEXT

8 12.5 4 12.5 4 12.5 4 12.5 4 12.5 4 12.5 4 12.5 4 12.5 4 12.5 4 12.5 4 12.5 4 12.5 8

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A4, PORTRAIT FORMAT- organisational papers- folders- pamphlets- brochures- books- publications- flyers- price lists

IMAGE

TEXT

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TITLE- “FF MetaMedium”- min. 20 ptline spacing 24 pt- tracking + 0 - SDBG red

SUBHEADING- “FF MetaMedium”- 14 ptline spacing 17 pt- tracking + 0 - SDBG red

ILLUSTRATIONS /PHOTOGRAPHY Image material may be placed anywhere within the grid for text pages. Images may run into the margins.

ICON / CATEGORY- “FF MetaMedium”- 10 ptline spacing 14 pt- tracking + 0

BRAND NAME- “FF MetaMedium”- 11 ptline spacing 14 pt- tracking + 0

CONTACT DATA- “FF MetaBook”- 8 ptline spacing 11 pt- tracking + 0

WEB ADDRESS & BRAND INFORMATION- “FF MetaBook”- 11 pt- tracking + 0

1.4. DESIGN PRINCIPLES FOR COVER AND BACK COVER

210 x 297 mm

Colours for information: Pantone Black 6 C or Pantone Red 186 C. The body copy is always 90% black, and the headlines and subheadings are red.

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The headline position is not regulated by the basic line grid (BLG). The longest line ends in alignment with the corresponding Saunier Duval Brand Group logo.

The line spacing (LS) can be optically adapted, allowing for more flexible design. The minimum spacing between the headline and logo is 1 BLG unit; the spacing between the headline and the “Red Wavy Wall” is 14.5 mm.

The subheading is outside the BLG. It is left-justified in alignment with the headline.

The “Red Wavy Wall” starts as a wave on the cover and continues through the brochure as a rectangle. The flat surface is used as an element to connect the pages and can only be used in combination with a full-page background motif. The height is fixed, and the width of the surface can be adapted to the layout and to the picture.

1

4

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14 x 18 mmright-justified and aligned with the “Red Wavy Wall”

4 mm

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1.5. FONT SIZES AND PAGE GRIDS

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Headline

Subheading

Body copy

Second-most important bullet points

Navigation

- “FF MetaMedium” / SDBG red- 26 ptline spacing 26 pt- tracking + 0 - inside BLG*

- “FF MetaBook” / 90% black - 9 pt- tracking + 0 - capital letters- left and right pages mirrored- outside BLG*

- “FF MetaMedium” / SDBG red- 14 ptline spacing 16-17 pt- tracking + 0

- “FF MetaBook” / 90% black- 9 ptline spacing 12 pt- tracking + 0- justification / inside BLG*

- “FF MetaBook” / 90% black- 9 ptline spacing 12 pt- tracking + 0- left justification / inside BLG*

6 mm

8 mm

*BASELINE GRID (BLG)

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Descriptions / legend - “FF MetaBook” / 90% black- 8 ptline spacing 9 pt- tracking + 0- left justification / outside BLG*

5 Most important bullet points - “FF MetaBook” / SDBG red- 14 ptline spacing 16 pt- tracking + 0 - left justification / outside BLG*

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Text in combination with graphics - “FF MetaBook” / 70% black- 7.5 ptline spacing 10 pt- tracking + 0- left justification / outside BLG*

7 Bullet points in combination with graphics - “FF MetaBook” / 90% black- 9 ptline spacing 12 pt- tracking + 0- left justification / inside BLG*

Module hydraulique universel ou électrique

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1.6. FONT FOR PRODUCT NAMES

EXAMPLE

Product headlines are written in “MetaMedium”, mixed case.

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ILLUSTRATIONS / PHOTOGRAPHY

EXAMPLES

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3

Image material may be placed anywhere within the grid for text pages. Images may run into the margins.

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SCALE 1:2210 x 297 mm

1.7. MASTER FOR SHORT PRICE LIST

PRODUCT INFO- “FF MetaMedium” - 26 ptline spacing 26 pt- tracking + 0 - SDBG red

PRODUCT NAME- “FF MetaMedium” - 14 ptline spacing 16 pt- tracking + 0 - SDBG red

CHART HEADLINE- “FF MetaBold”- 7.5 ptline spacing 11 pt- tracking + 0 - White

CHART CONTENT- “FF MetaBook”- 7.5 ptline spacing 11 pt- tracking + 0 - 90% black

FOOTNOTES - “FF MetaBook”- 6 ptline spacing 8 pt- tracking + 0 - 90% black

“RED LINE”- 1.5 pt- SDBG red

ADDRESS- “FF MetaBook”- 8 ptline spacing 11 pt- tracking + 0 - 70% black

15 mm

5 mm

4 mm SDBG red

4 mm 20% black

4 mm 10% black

0.5 pt black

21 mm

20.5 mm

17.25mm

14.5 mm

11.5 mm

7 mm

3.5 mm

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1.8. PRODUCT BROCHURE

COVER- set-up with

brand colour and “Red Wavy Wall”

- picture from product category

TABLE OF CONTENTS- use of an index as

an entry page is optional

- emotional brand picture

- chapter and page references

INTRODUCTION OF PRODUCT THEMES- especially product

features, technology and its benefits:

for example

- product-specific, elaborate, flagship product

- general product information

- benefit-oriented picture (B2C / B2B possible), which illustrates the brand values and benefit

- technical information / tables

- maximum 1–2 products

PRODUCT PAGE- the page layout is clear and structured

- key product facts and features, and innovative technol-

ogies

- more detailed explanations, several pages where required

- product-oriented description including tables

- special information is placed in the info box

- 2–4 products

- the “Red Line” visualises the innov-

ation or benefit of the new technology

PRODUCT SYSTEM- detailed explanation of the product system

- for visualising the system, the prod-

ucts are integrated into an abstract room perspective

- product-oriented description

- 3–5 products

SERVICE- top B2B / B2C service

arguments, e.g. training courses

- the photograph illus-trates the benefit of the product: positive, nearby

- a stripe of the flat surface adds a discreet touch of colour and re-inforces the brand look

TECHNICAL PAGE- table, all products'

performance levels and technical data at a glance

- the background of the diagram is monochro-matic (light grey)

- the colours are reduced (2–3 grey nuances) to guarantee readability

BACK COVERcontact details

BRAND INTRODUCTION PAGE- picture with brand

reference

- defined brand text

optional:

A MORE EMOTIONAL DESIGN LEVEL A MORE TECHNICAL DESIGN LEVEL

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DESIGN 2.0

OVERVIEW

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ELEMENTSFor dealing with the logo and transparent “Red Wavy Wall”, see chapter A9.2

TYPOGRAPHYHeadline and subhead-ing / product name (see chapter B1.5)

ICON(See chapter B1.4)

Size of the headline varies; the longest line should be set flush right with the logo

VISUALLarge picture with concrete unnoticeable in the background

DESIGNDominant use of brand colour

Highly emotional

“RED LINE”An element that connects the products, the installer and the benefit

210 x 297 mm

DESIGN PRINCIPLES FOR COVER

210 x 297 mm

DESIGN PRINCIPLES FOR BRAND INTRODUCTION


ELEMENTS No “Red Wavy Wall” for a more spacious presentation of the brand visual, combin-ation of large pictures and part of flat surface

TYPOGRAPHYHeadlines and subhead-ings in brand colour

Headline aligned with the top of the flat surface

Appearance and size of typography (see chapter B1.4)

Definition of text frame sizes and arrangement (see chapter B1.2-1.3)

DESIGN Highly emotive

Timeline runs along the “Red Line”

Text highlights in brand colour

Spacious design of the visual

Exciting interplay between text, images and white space


Clear text structure in the baseline grid

Timeline:Font size for the years is the same as for the subheadings.Font size for the text blocks is the same as body copy; colour: 70% K

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DESIGN“Red Line” not too playful

Products are presented in an adequate size and allocated to text blocks

The line visualises the product benefit and can be derived from the product category (see chapter A7)

ELEMENTSCombination of large pictures and part of flat surface

TEXT Product-oriented but still emotive

Product-teasing

Headline aligned with flat surface

210 x 297 mm

DESIGN PRINCIPLES FOR PRODUCT PAGE 1

DESIGN PRINCIPLES FOR PRODUCT PAGE 2


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1.9. OVERVIEW OF NOVELTIES BROCHURE FEATURES

A MORE EMOTIONAL DESIGN LEVEL A MORE TECHNICAL DESIGN LEVEL

COVER - set-up with

brand colour and transparent “Red Wavy Wall”

- picture from product cat-egory with background

BRAND INTRODUCTION PAGE - picture with brand

reference and background

- use of transpar-ent flat surface as a colour touch and a connecting element

- defined brand text

INTRODUCTON PAGE OF PRODUCT CATEGORY- picture with category

reference, benefit-ori-ented and with back-ground

- use of transparent flat surface as a colour touch and a connecting element

TEXT - consumer

insights category

- Saunier Duval’s product concept

- summary in key benefits (bullet points)

INTRODUCTION OF PRODUCT THEMES- product-specific,

elaborate, flagship product

- general product information

- benefit-oriented picture (B2C / B2B possible)

- technical information / tables

- 1–2 products

- plain white background in combination with product pictures and a high amount of text information

PRODUCT PAGE- more detailed

explanations


- 2–4 products


PRODUCT PAGE- more detailed

explanations, several pages where required


- 2–4 products

- plain white back-ground in combina-tion with product pictures and a high amount of text information

SERVICE I- top service

arguments B2B / B2C, e.g. training courses


SERVICE II- continuation with

regard to contents of SERVICE I with further service themes

- use of transparent flat surface and picture of B2B motif pool with background

TECHNICAL PAGE- table and all

products’ outputs and technical data at a glance

BACK COVERcontact details

SERVICE IIIWeb, contact

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DESIGN 2.0

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DESIGN 2.0

210 x 297 mm

The price list is a concentration of product names, some technical references including prices, and product-related accessories.

Front

1.10. PRICE LIST 210 x 297 mm

The shortened price list is a short flyer, which contains a concentration of product names, some technical references including prices, and related accessories. In this case, emotional pictures with a background are only used on the cover. On the inside, the people motifs are shown as cut-outs without a background. Detailed information about the table grid is in chapter B1.7.

1.11. SHORT PRICE LIST

Cover, brand introduction

Back, service page

Price list

Back4

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DESIGN 2.0

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210 x 297 mm

The extensive price list is a big catalogue, which contains a combination of detailed technical product information and a price list. It offers plenty of space for the presentation of the product, its benefits, technical data and pri-ces. Here, emotional pictures with a background are used for the following: cover, brand introduction, index and service pages. Detailed information about the table grid is in chapter B1.7.

1.12. EXTENSIVE PRICE LIST

Comparative overview of product performance

Cover, brand introduction

PRODUCT PICTURE

PRODUCT INTRODUCTION WITH BENEFIT

TECHNICAL DRAWING

TECHNICAL TABLES

PRICES FOR PRODUCTS AND ACCESSORIES

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Double page with a pure look contains all technical and other relevant information, prices and accessories. The people motifs are shown as cut-outs without a background.

Technical and product information including prices

Index

Service

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Product category introduction page

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DESIGN 2.0

107106

1.13. INSTALLATION AND USER MANUAL

FORMAT INSTALLATION MANUAL210 x 297 mm (when closed)

Back Cover

FORMAT USER MANUAL148.5 x 210 mm (when closed)

The same concept is used for the covers of the manuals. Besides the basic visual elements – the brand logo, the “Red Wavy Wall” and the headline – there are two key elements that determine the layout of the cover: the picture of the product and the “Red Line”. The image depicts the product, the line is used as a “translator” of the product benefit: e.g. the systems are symbolised by cogwheels. All materials are laid out in an identical manner; only the line is adapted to suit the product category and benefit. The main difference lies in the contents of the text and the size of the brochures. The User Manual is set in DIN A5, the Installation Manual in DIN A 4 and both are printed in b/w.

Back Cover

FONT SIZES AND PAGE GRIDS

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*BASE LINE GRID (BLG)

Image material may be placed anywhere within the grid for text pages. Images may run into the margins.

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EXAMPLES 210 x 297 mm

B2. NEWSLETTER

1 Headline- “MetaPro Bold” / SDBG red- 40 ptline spacing 48 pt- tracking +0 - inside BLG*

2 Subline

- “MetaPro Normal” / SD red- 14 ptline spacing 18 pt- tracking +0

3 Body copy

- “MetaPro Book” / 100% black- 10 ptline spacing 12 pt- tracking +0- justification / inside BLG*

4 Text in combination with graphics- “FF Meta Book” / 70% black- 9 ptline spacing 11 pt- tracking +0- left-justification / outside BLG*

The newsletter (“Redline Express”) concept has been developed in line with the existing brand communica-tion and design elements. Its content responds to all target groups’ requests. Its main function is to regularly keep in contact with our customers to give them the latest information about new products, examples of work carried out, training sessions, rewards, website updates and information about upcoming fairs and brochures. The newsletter should come attached with the email.

5 Bullet points in combination with graphics

- “MetaPro Book” / 100% black- 9 ptline spacing 12 pt- tracking +0- left-justification / outside BLG*

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The “Red Line” visualises the product benefit and can be derived from the product category (see chapter A7).It appears as a design element and combines/supports the Images.

7 Cover Subline- “MetaPro Medium” / SDBG red- 15,5 ptline spacing 18 pt- tracking +0- left-justification / inside BLG*

8 Cover Bodycopy- “FF MetaBook” / 100% black- 11 ptline spacing 14 pt- tracking +0- left-justification / inside BLG*

10 Navigation- “MetaPro Bold/Normal” / SDBG red, 100% black- 12 pt - tracking +0 - left and right pages mirrored- outside BLG*

5 mm

8 mm

The structure of the newsletter follows this hierarchy:1) editorial2) our performance (technologies)3) our member's club (loyalty programme)4) our relationships (international)5) our relationships (external)The used content is relative to the monthly existing news and should be kept variable.

6 Bullet points- “MetaPro Book” / SDBG red- 10 ptline spacing 12 pt- tracking +0 - left-justification / outside BLG*

6

10

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3

9 “Red Line”- 2 pt / Pantone 186 c

9

B3. FLYER GRID

FLYER BACK 210 x 297 mm Please make sure that there is a good balance between tables and text. The tables have to be reduced to a minimum if the flyer only has two pages. Body copy, bullet points, graphics, product pictures and tables are allowed. The sender’s address and logo must be positioned in the bottom horizontal unit.

FLYER FRONT 210 x 297 mmThe grid is based on the master A4 brochure grid (see chapter 1.2). The logo, the category photo including the necessary “Red Line”, which connects the stage with the text below, should be positioned on the stage of the flyer. In addition, the transparent “Red Wavy Wall” including its product photos and corresponding category and product names, must also be placed on the left side of the stage. The position of the logo must be adapted to the guidelines for brochure covers (see A9.2). The size of the stage can vary depending on the motif and amount of text. The textual content is divided, if possible, into two columns with a min. of three and a max. of eight units on the front and rear sides. The running text, bullet points and icons / graphics are allowed.A picture from a working and living environment is placed in the background of the people motif, and is suggested through the transparency of the “Red Wavy Wall”.

CATEGORY- “FF MetaMedium” SDBG red- 26 ptline spacing 30 pt- tracking +0

PRODUCT- “FF MetaMedium” SDBG red- 14 ptline spacing 16 pt- tracking +0

HEADLINE- “FF MetaMedium”

SDBG red- 14 ptline spacing 16 pt- tracking +0

SUBHEADING- “FF MetaMedium” / SDBG red- 14 ptline spacing 16 pt- tracking +0

BODY COPY- “FF MetaBook” / 90% black- 9 ptline spacing 12 pt- tracking +0

ADDRESS- “FF MetaBook” / 90% black- 8 ptline spacing 11 pt- tracking +0

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GeniaHybrid AWB exampleFlyer front Flyer back

CORPORATE

DESIGN 2.0

2

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111110

PEOPLE MOTIF

“RED LINE”- outline: 1.5 pt

“RED SURFACE”- transparent- colour: SDBG red

HEADLINE- “FF MetaBook”- 25 ptline spacing 27 pt- colour: white

SUBHEADING- “FF MetaBook”- 15 ptline spacing 17 pt- colour: white

BODY COPY- “FF MetaBook”- 12 pt (headline)- 9 pt (copy)- line spacing: 14.4 pt (headline) 12 pt (copy)- colour: SDBG red (headline), black (copy)- vertical ad: maximum of nine lines including subheading, 5 mm from the motif- horizontal ad: maximum of twelve lines including subheading, 6.5 mm from the motif

PRODUCT PICTURES

QR CODE

PERFORMANCE LINE- “FF MetaBook”- 12 pt- colour: SDBG red

B4. PRINT ADS AND BILLBOARD

Print ad formats vary from magazine to magazine significantly due to very different magazine sizes and layouts. Therefore, the references for the print ad formats are simply based on one portrait and one landscape format (portrait format: 210 x 297 mm, landscape format: 420 x 297 mm); this should be used as a guideline for the required format. This is also the reason why no grid has been defined. The key message is conveyed in the thought bubbles. The headline contains the specific benefit of the product and brand, for example: “I’m looking for a dynamic and experienced partner ...” (see example below).

These key references are mandatory to follow: 1. The general aim of the print ad is to communicate the central idea via the motif

together with the headline. This means the visual of the motif should appear as a close-up and should be large. Additional information is to be communicated in the body copy. Do not flood the layout with additional written information.

2. The “Red Line” illustrates the person’s thoughts through bubbles, which are con-nected to each other. There is a maximum of five bubbles allowed in the layout. The size of the bubbles can be adapted to the length of the content and their placement can vary according to the picture.

3. For the main picture, the transparent “Red Surface” is a part of the back-ground. The size and distance of the “Red Surface” is variable but has to fill two thirds of the background. The size depends on the background itself.

4. The headline is placed in the first bubble. It should not exceed three lines and ends with “...”. The content is about the benefit of the product and the brand for the person.

5. The subheading is placed in the other bubbles and should not exceed three lines.6. The body copy contains continuous text about the benefit of the product and

the brand. The tonality is based on the core values: committed, smart, positive.7. Depending on the product category, a maximum of one to six products with a

light perspective is allowed.8. In the bottom left corner, there is a QR code that takes you to the Saunier Duval website (also written under the code).

PRINT AD FORMATS

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65

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CORPORATE

DESIGN 2.0

1

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VERTICAL PRINT AD

“RED LINE”- outline: 18 pt

HEADLINE- “FF MetaBook”- 380 ptline spacing 410 pt- tracking +0- colour: white

SUBHEADING- “FF MetaBook”- 210 ptline spacing 250 pt- tracking +0- colour: white

PERFORMANCE LINE- “FF MetaBook”- 132 pt- colour: SDBG red

For details of other elements, please see previous page.

A billboard’s format can vary according to its type and place. The reference for the billboard is the 18 / 1 bulletin format for illuminated billboards (356 x 252cm); this should be used as a guideline for the required format. The billboard’s layout and key references are based on the print ad concept. To make it more readable, it has a maximum of three bubbles.

BILLBOARD

5

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CORPORATE

DESIGN 2.0

For details of the elements, please see previous page.

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B5. ONLINE

B2C HOME PAGE B2B HOME PAGE

Above, there are two examples of the look and feel of the website. The B2C sec-tion has a background in warm grey; the background of the B2B section is grey.

For more detailed information about the design for online media and the guideli-nes for the individual countries, go to Wiki (Saunier Duval Brand Group Intranet) or refer to the Internet Style Guide.

Examples of teaser boxes with motif and background

APPLICATION OF PEOPLE MOTIFS: all existing motifs of the SDBG shoot pool can be displayed on the website (in combination with the “Red Line”). People motifs with a background environment can be used in the header (hero space) and in teaser boxes for brand-specific content or highlight tools / news.

CORPORATE

DESIGN 2.0

B6. E-MAIL SIGNATURES

A large part of our communication is done using e-mail, even with customers. The aim here is to have a large impact (set up the correct signature). An e-mail signature can be considered to be as important as a business card. That is why it is important to ensure a consistent brand appearance here. This establishes a sense of recognition and strengthens the brand image.Signatures at the end of an email make it easier to establish contact, for example to make a request or check the legal position of the sender. As in a business letter, the basic contact details of the sender have to be included in the e-mail. A comprehensive study proves that business cards are an important touchpoint with our customers.

We have four different types of email signatures to be used:

COMMERCIAL BRAND E-MAIL SIGNATURE WITHOUT TOPIC

COMMERCIAL BRAND E-MAIL SIGNATURE WITH TWO TOPICS

FONT/COLOUR “Arial Reg.” 10 Pt/Black “Arial Reg.” 8 Pt/Black “Arial Bold” 8 Pt/

SDBG Red “Arial Reg.” 8 Pt/Black/ SDBG Red “Arial Bold/Reg.” 8 Pt/

Black “Arial Reg.” 8 Pt/ RGB 161/161/161

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COMMERCIAL BRAND E-MAIL SIGNATURE WITH ONE TOPIC

Information about special events like fairs or customer days can be temporary added below the signature.

115114

MULTI BRAND E-MAIL SIGNATURE WITHOUT TOPIC

MULTI BRAND E-MAIL SIGNATURE WITH ONE TOPIC

There are different templates available for different communication purposes. For further information regarding the installation and editing of the files please visit our Wiki.

MULTI BRAND E-MAIL SIGNATURE WITH TWO TOPICS

FONT/COLOUR “Arial Reg.” 10 Pt/Black “Arial Reg.” 8 Pt/Black “Arial Reg.” 8 Pt/Black/ Vaillant Green/SDBG Red “Arial Reg.” 8 Pt/ RGB 161/161/161 “Arial Reg.” 8 Pt/Black

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If a sales or service manager visits external customers doing business with two brands (if 2nd brand revenue > 15 %), a multibrand e-mail signature (max. two commercial brands, Vaillant + SDBG brand) can be used. This case is an exception which has to be released by the regional director (in case of directly reporting country the Managing Director Sales & Marketing).

VERSION 1

VERSION 2

B7. CO-BRANDING

BROCHURE

In case of co-branding for sales and trade partners of the Saunier Duval Brand Group, the logo, address and contact details should be placed in the specific spaces in all advertising materials.

For brochures, there is an intended stamp area on the back of the brochure for this information. If required, it is additionally possible to position the sales and trade partner’s logo in the bottom right of the brochure’s cover. This is, however, dependent on the amount of space available.

The back of a flyer is also suitable for co-branding. The sales and trade partner’s logo and contact details should be placed in the bottom right of the flyer next to the logo and contact details of the SDBG brand.

In case of portrait and landscape adverts, ensure the address, contact de-tails and logo align on the left. In this instance, it will be placed there instead of the QR code.

In general, co-branding is not advisable inside advertising material such as brochures. It is possible to introduce the cooperation partner with the words “In cooperation with”, but it is not mandatory and can be applied at your discretion. However, it is then necessary to respect consistency throughout all adver-tising materials. When you have decided on a 4c or black-and-white illustra-tion, it is still necessary to pay attention to the consistency of the logo and address details of the co-branding partner throughout the medium.

CORPORATE

DESIGN 2.0

117116

http://crmintra.vaillant.vhgroup.lan/wiki/index.php?title=Mailsignatures

FRONT BACK VERSION 1 BACK VERSION 2FLYER

PRINT ADS HORIZONTAL

VERTICAL

CORPORATE

DESIGN 2.0

B8. TRADE FAIRS

The concept for the brand’s trade fair presentation is, on the one hand, a derivative of existing brand communication and design, interpreted and adapted for use in an interior room design context.

On the other hand, the trade fair stand must, of course, serve as a forum for brand and product presentation. It provides information and is an area for es-tablishing contacts and entering into business agreements, while also offering space for taking breaks in an atmosphere of comfort.

The stand concept must thus be as homogenous as possible and function well for widely varying stand sizes (from 25 sq m to over 700 sq m), while emanating smartness, commitment and friendliness. The trade fair concept and the extensive detailed technical descriptions are defined in the Trade Fair Guidelines as well as in the Trade Fair Handbook, both are available separately in the CD Manual.

91-s-qm version

25-s-qm version

600-s-qm version

8.1. TRADE FAIR CONCEPT

Examples of a 2-floors trade fair version

CORPORATE

DESIGN 2.0

119118

Category is displayed hereCategory is displayed here

• Stiftung Warentest Best in Test award for energy efficiency• Stainless steel, heat exchanger tubes• eBus interface• Output range: 14 to 24 kW

Product name Performance







Product nameProduct name













PRODUCT WALL (2,200 x 1,800 mm) 8.2. TRADE FAIR EXAMPLES

Front Back

SYSTEM WALL (2,400 x 3,600 mm)

• Stiftung Warentest Best in Test

award for energy efficiency

• Stainless steel, heat exchanger tubes

• eBus interface

• Output range: 14 to 24 kW




• eBus interface





• eBus interface





• eBus interface









CORPORATE

DESIGN 2.0

Front

Back





• eBus interface





• eBus interface





• eBus interface





• eBus interface








DYNAMIC WALL (1,700 x 5,600 mm)

reliable

easy solutionsfrom partner

to partner

your companionat your side

always nearby

Always at your side

BACK WALL (3,000 x 12,000 mm)

8.2. TRADE FAIR EXAMPLES

CORPORATE

DESIGN 2.0

121120

SCALE 1:3210 x 105 mm

8.4. TRADE FAIR INVITATION

Front, back

Inside

SCALE 1:4210 x 297 mm

8.5. FAX REPLY

Hall xx Booth number xx

Aquatherm Vienna 26.01. - 29.01.2010

Invitation

Trade Fair Motto lorem est dolor sit amet

Lorem ipsum dolor sit amet. Consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat dolor.

Est lorem ipsum dolor sit amet. Consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volut-pat adisciping dolor sit amet est. Tincidunt ut laoreet dolore magna aliquam erat volutpat dolor.

Dear Mr. Smith

Cnsectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat adisciping dolor sit amet est. Lorem ipsum dolor est. Adisciping consectetuer adipiscing, sed diam nonummy nibh euismod tincidunt laoreet dolore magna aliquam erat volutpat adisciping dolor sit amet est. Consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut erat volutpat.

Consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat adisciping dolor sit amet est. Consectetuer adipiscing elit, diam nonummy euismod .

Lorem est dolor sit amet

Lorem ipsum dolor sit amet. Consectetuer adi-piscing elit, sed nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.

John Miller

The use of animations on screens including detailed descriptions is defined in the Animation Guidelines Handbook, which is available separately.

8.3. ANIMATION GUIDELINES FOR SCREENS

CORPORATE

DESIGN 2.0

B9. POS WALLS AND POS POSTER

VAI02B00046-12_Messewand_RZoC_Logoliste.indd 19 11.03.13 18:08VAI02B00046-12_Messewand_RZoC_welle_ohne_logo_mit_fortfuehrung.indd 1 11.03.13 10:35 VAI02B00046-12_Messewand_RZoC_welle_ohne_logo_mit_fortfuehrung.indd 2 11.03.13 10:35

The concept for the POS walls is based on modularity. There are three kinds of wall: a wall with one unit (S), a wall with two units (M) and a wall with three units (L). Every unit is made up of three modules. This offers a lot of possibilities, units can be added to as required. Order just one unit or several units to show a wide range of products.

These key references are mandatory to follow: “RED WAVY WALL” The “Red Wavy Wall” builds up the background and is as an exception not

transparent. The width has to be adapted to the wall format. Please keep to the proportions of the wall. Do not scale or modify its shape.

“RED LINE” The “Red Line” shows at least one or several motifs at the bottom of the design.

The beginning and ending of the illustrations have to stay in the same position to guarantee the modularity of all units.

MOTIF The wall with one unit can only show a product, not a motif with people. The walls

with two and three units show one big motif. It is always placed in the second unit, but can also reach the third unit. As an exception, there is no background.

PRODUCT Products are placed on the first and third units. Please be aware of the position of the products. The motifs should be covered as little as possible with the products and only in the bottom part of any people's bodies. It is not allowed to cover the upper part of the body.

LOGO The logo is always placed in the top right of the last unit with or without the claim depending on the country.

CORPORATE

DESIGN 2.0

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Poster_Frau_mit_Logo_RechterTeil_3x2.indd 1 11.03.13 18:12

Poster_Frau_mit_Welle_ohne_Logo_Mittelteil_3x2.indd 1 11.03.13 11:08Poster_Welle_ohne_Logo.indd 1 11.03.13 10:47

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WALL WITH ONE UNIT (three modules)750 x 2,300 mmWALL WITH TWO UNITS (six modules)1,500 x 2,300 mmWALL WITH THREE UNITS (nine modules)2,250 x 2,300 mm

POS WALL FORMATS

EXAMPLESPOS walls and their combination possibilities

WALL MOTIFS

VAI02B00046-12_Messewand_RZoC_welle_ohne_logo_mit_fortfuehrung.indd 1 11.03.13 10:35 VAI02B00046-12_Messewand_RZoC_Logoliste.indd 19 11.03.13 18:08 VAI02B00046-12_Messewand_RZoC_Logoliste.indd 19 11.03.13 18:08VAI02B00046-12_Messewand_RZoC_welle_ohne_logo_mit_fortfuehrung.indd 1 11.03.13 10:35 VAI02B00046-12_Messewand_RZoC_welle_ohne_logo_mit_fortfuehrung.indd 2 11.03.13 10:35

VAI02B00046-12_Messewand_RZoC_welle_ohne_logo_mit_fortfuehrung.indd 1 11.03.13 10:35 VAI02B00046-12_Messewand_RZoC_Logoliste.indd 19 11.03.13 18:08 VAI02B00046-12_Messewand_RZoC_Logoliste.indd 19 11.03.13 18:08VAI02B00046-12_Messewand_RZoC_welle_ohne_logo_mit_fortfuehrung.indd 1 11.03.13 10:35 VAI02B00046-12_Messewand_RZoC_welle_ohne_logo_mit_fortfuehrung.indd 2 11.03.13 10:35

POSTER MOTIFS

Poster_Welle_ohne_Logo.indd 1 11.03.13 10:47

Poster_Frau_mit_Logo_RechterTeil_2x2.indd 1 11.03.13 18:10

CORPORATE

DESIGN 2.0

S M L

B10. PACKAGING

top

side

side

Placeholderfor symbols

EXAMPLE:

CATEGORY ASTANDARD CONDENS SD86.5cm x 47.5cm x 34.9cm

1C PRINT

(Pantone 186c or black print)

The cheaper version should be printed (normally 1c), but if there are no add-itional costs for 2c, then the 2c version is the version to be used.

2C PRINT

Max:3x

Max:3x Max:3x

Max:3x

Max:3x

Max:3x Max:3x

Max:3x

Version 1: “Red Wavy Wall” Version 2: “Red Line”

Version 1: “Red Wavy Wall” Version 2: “Red Line”

125124

11.1. STATIONERY

B11. BUSINESS STATIONERY

SCALE: 1:2210 x 297 mm

GENERAL: The stationery consists of a static and a dynamic part. The static part contains the logo and all sender details as meta data that are pre-printed on the stationery. The dynamic part contains the address, the subject line and the body copy, which are inserted individually using an “Arial” font.

The stationery’s structure has to be clear and easily understandable. The sender’s complete details will be combined in a single column on the right. The width for the letter’s text will be sufficient for approx. 52 characters in 10 pt to guarantee optimum readability. The “Red Line” appears as a design element in the bottom section of the page. The reverse of the stationary is white and blank.

LOGO: The logo will be aligned to the left of the sender’s column.

SENDER’S COLUMN: The sender’s column will contain the address details, telephone and fax numbers, email and web address. There will also be space here to include information such as managing directors, commercial register, court of record, tax number and bank details (according to country-specific requirements).

ADDRESSEE’S SPACE: The addressee’s space will further contain the sender’s details at the top, so that the full address is visible in an envelope with a window.

ALTERNATE A4/ISO A4, PORTRAIT FORMATFOR AUSTRIA

Sample Town, dd/mm/yyyy

Dear Mr Sampleman,

Lum vel et diam dipsuscilit in ea feum dolore do euisi. Ulla feugait nisie amconsed te veliquat ulla feugueros diam del dunt ulla conse esporato feum zzrilit lortin vel dolorem el do el dit, cor at, con hent lorpero euima giam, consequat praessi. Ibh ero diat, vulla adionulla ad dolent alis elenit autat nonulpute dimei dunt lor iurem dipisl dele nim diatinim quat. Era se esequi eliquis modolor tionse min ulputpating enisis aut illam, sent nullut lum vulput ameti oning ea commolum es dignisisci er susting eugait inim volore dolobore eine ver ilisis nonir sequam, quipit, venisi bla feum nullan eugiat. Ut lutpatiop endigna conullu mmoloreetue dolobor tissis do od del ero od eliquame zzrit lor aut et velis eugiatuer sismodolorem zzrit augait venim veniami in hent ulput wis nulla feuguer susto od minit utpat. Volore volobina oresti deliquat, vel ut ing et, conullaor acipsus cillumsandre facidu ipsum iloir illam, senim in heniat doleniam zzrit alis eumsan exerim suscilla feuguem dipit prat. Ut init aliquat.

On et lum venit lore min ver iure faci bla facil dolore minim iriusci dunte alit wisisi tat la aut verit wis dolor sum vent nulpute corem in henis iam euis aliscipis nit am velit lam iustrud essequis nos nons. sequis et mortei diamcor atie dolenisim do core modo eumsandio pit, quis acilla faci eros eugiam, sequamet, velenit la autet, vel ing enim venibh ese faciduntesi at dit, sim incing essent vel duis nisit praesen diamcor incinci-dui tatimi veliquam ileum in volortinim acin velenibh esequat.

Ure venim zzrit eu feu faccummy nonsed ting euis et vel ut nosera nisit in, qui ercin utatis nos dui eu facip eugait iurem augue corper aciduis etai ad tinim voluptat. Am ver suscin velestis augiam nonis hendipsuscin ent loreet, commy nonse feugait dolore magnim vulla ore veliquisit dolend. velenit la autet, vel ing enim venibh ese faciduntesi at dit, sim incing essent rtinim acin velenibh esequat vulla ore veliquisit dolend.

Subject: Stationery

Saunier Duval, Polígono Ugaldeguren 3, Pacela 22, 48950 Zamudio (Vizcaya), España

Sample & Sons Ltd.Mr SamplemanSample Street 12312345 Sample TownGERMANY

SAUNIER DUVAL

Polígono Ugaldeguren 3, Pacela 2248170 Zamudio (Vizcaya)España

Tel. +34 94 489 62 00 Fax +34 94 489 62 53

[email protected]

Lorem ipsum dolor estDoloris et vandorisManic deusartisMinor et vandistric estiamLorem ipsum dolor est

Estiam est machina quantumSitartis veniom milorAldis sarzium deus estistMortiam divadis loeresBankium devertis minorc


Dear Mr Sampleman,


On et lum venit lore min ver iure faci bla facil dolore minim iriusci dunte alit wisisi tat la aut verit wis dolor sum vent nulpute corem in henis iam euis aliscipis nit am velit lam iustrud essequis nos nons. sequis et mortei diamcor atie dolenisim do core modo eumsandio pit, quis acilla faci eros eugiam, sequamet, velenit la autet, vel ing enim venibh ese faciduntesi at dit, sim incing essent vel duis nisit praesen diamcor incincidui tatimi veliquam ileum in volortinim acin velenibh esequat.

Ure venim zzrit eu feu faccummy nonsed ting euis et vel ut nosera nisit in, qui ercin utatis nos dui eu facip eugait iurem augue corper aciduis etai ad tinim voluptat. Am ver suscin velestis augiam nonis hendipsuscin ent loreet, commy nonse feugait dolore magnim vulla ore veliquisit dolend. velenit la autet, vel ing enim venibh ese faciduntesi at dit, sim incing essent rtinim acin velenibh esequat vulla ore veliquisit dolend.Ut lutpatiop endis gna conullu mmoloreetue dolo bor tissis dos od del ero od eliquame zzrit lor aut et velis eugiatuer sismodolorem do el dit, cor at, con hent lorpero euimolorem el do el lorpero euim giam, consequat praessi dit, cor at, Ut lutpatiop endis gna conullu mmoloreetue dolo bor tissis dos od del ero od eliquame zzrit lor aut.

Subject: Stationery

Saunier Duval, Salmhoferstraße 5, 1230 Wien, Austria


SAUNIER DUVAL

Salmhoferstraße 51230 WienAustria

Vertrieb und TrainingTel. +43 16 15 20-20 Fax +43 16 15 20-xx

KundendienstTel. +43 16 15 20-70

[email protected]

Vaillant Group Austria GmbH, Forchheimergasse 7, 1230 Wien, Bankverb.: Bank Austria: 00606806xxx (BLZ 12000), BAWAG: 24219xx (BLZ 60000), Sitz: Wien, Firmenbuchnr. 46616d, ARA Lizenznummer 3631, DVR 67300

11.1. STATIONERY

A4/ISO A4, PORTRAIT FORMAT

127126


SENDER’S COLUMNBRAND NAME- “FF MetaMedium” - 9 ptline spacing 12 pt- tracking +0 - capitals- Pantone 186 c

CONTACT DATA- “FF MetaBook”- 8 ptline spacing 11 pt- tracking +0 - 75% black

ADDRESSEE’S SPACESENDER’S DETAILS- “FF MetaBook”- 6 ptline spacing 7 pt- tracking +0 - 75% black

ADDRESSEE &SUBJECT AND BODY COPY- “Arial regular”- 10 ptline spacing 14 pt- tracking +0 - 100% black

“RED LINE”- 2 pt- Pantone 186 c

SCALE: 1:2210 x 297 mm

The measurements were determined in such a way as to guarantee optimum readability at all times and for international correspondence especially. To facilitate folding and hole-punching, suitable margins were included.

11.2. STATIONERY, MEA-SUREMENTS AND TYPOGRAPHY

Sample Town, dd/mm/yyyyDear Mr Sampleman,


On et lum venit lore min ver iure faci bla facil dolore minim iriusci dunte alit wisisi tat la aut verit wis dolor sum vent nulpute corem in henis iam euis aliscipis nit am velit lam iustrud essequis nos nons. sequis et mortei diamcor atie dolenisim do core modo eumsandio pit, quis acilla faci eros eugiam, sequamet, velenit la autet, vel ing enim venibh ese faciduntesi at dit, sim incing essent vel duis nisit praesen diamcor incinci dui tatimi veliquam ileum in volortinim acin velenibh esequat.

Ure venim zzrit eu feu faccummy nonsed ting euis et vel ut nosera nisit in, qui ercin utatis nos dui eu facip eugait iurem augue corper aciduis etai ad tinim voluptat. Am ver suscin velestis augiam nonis hendipsuscin ent loreet, commy nonse feugait dolore magnim vulla ore veliquisit dolend ve lenit la autet, vel ing enim venibh ese faciduntesi at dit, sim incing essent rtinim acin velenibh esequat vulla ore veliquisit dolend.

Subject: Stationery



SAUNIER DUVAL


Tel. +34 94 489 62 00 Fax +34 94 489 62 53

[email protected]



14mm

46 mm24 mm 116 mm 10 mm

235 mmposition: 45 to max. 280 mm

18 mmposition: 14 to 32 mm

14 mm

170 mmposition:

110 to max.

280 mm

10 mmposition:

95 to max. 105 mm

17 mm10 mm 12 mm

45 mmposition:

45 to max. 90 mm

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5

SCALE: 1:2210 x 297 mm

Blank stationery with pre-printed logos will be used for all subsequent pages. The sender’s column, and the spaces for address and subject will be omitted. The text column moves to the top and begins where the address space started on the first page. The text width is unchanged.

11.3. STATIONERY, SUB-SEQUENT PAGES


BODY TEXT- “Arial regular”- 10 ptline spacing 14 pt- tracking +0 - 100% black

12 mm

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129128

(Here, the logo has been enlarged slightly)


Dear Mr Sampleman,




Subject: Stationery

Saunier Duval Belgique s.a, Chèe de Mons 1425, Bergensesteenweg, 1070 Brussel, Belgium


SAUNIER DUVAL BELGIQUE S.A

Chausèe de Mons 1425, BergensesteenwegBruxelles – 1070 – BrusselBelgium

Tel. +32 25 55 13 13 Fax +32 25 55 13 14

[email protected]




Dear Mr Sampleman,




Subject: Stationery

Hermann S.R.L, Via Salvo D‘Acquisto,29010 Portenure (PC)


HERMANN S.R.L.

Via Salvo D‘Acquisto29010 Portenure (PC)Italy

Tel. +39 05 23 51 03 41 Fax +39 05 23 51 90 42

[email protected]




Dear Mr Sampleman,




Subject: Stationery

AWB cv-ketels B.V., Postbus 2138, 5700 DA-Helmond, Netherlands


AWB CV-KETELS B.V

Postbus 21385700 DA HelmondNetherlands

Tel. +31 492 46 95 00 Fax +31 492 46 95 09

[email protected]




Dear Mr Sampleman,




Subject: Stationery

Glow worm, Nottingham Road, Belper, Derbyshire DE56 1JT, U.K.


GLOW WORM

Nottingham Road, BelperDerbyshire DE56 1JTU.K.

Tel. +44 17 73 59 61 47Fax +44 79 77 49 48 16

[email protected]




Dear Mr Sampleman,




Subject: Stationery

Protherm SPOL. S.R.O, Chrástany 188, 25219 Praha - západ, Ceská republika


PROTHERM SPOL. S.R.O

Chrástany 18825219 Praha - západCeská republika

Tel. +420 257 090 811Fax +420 257 950 917

[email protected]



11.4. STATIONERY WITH BRAND LOGOS

11.5. STATIONERY, PAPER RECOMMENDATION

OFFICE EQUIPMENT:Igepa, SoporSet Premium Pre-print, 80g/m2

The “SoporSet Premium Pre-Print” stationary can be obtained by the paper wholesale trade group “Igepa Group” and their trade partners in all Euro-pean SDBG country markets excluding Russia and Romania.If this specific sort of paper is not available in your country, we advise you to purchase comparable material by another supplier. For further information regarding availability, please visit: www.igepagroup.com.

SCALE: 1:2210 x 297 mm

GENERAL: The fax template is set up in the same way as the stationery. Because of technical considerations, the readability of text and logo as well as because of economical questions, we do not recommend using the stationery for fax correspondence.The template does not have to be printed but can instead be taken directly from “Word” as a template when needed.

ADDRESSEE’S SPACE: The addressee’s space of the fax template contains the addressee’s fax number, the number of subsequent pages and the receiver’s address. The fax number will appear in the same line where the sender’s address was marked on the stationery.

COLOURS: For the fax template to ensure readability, no font colours or colour nuances will be used. The typeface will be 100% black and the usual logo exchanged for the black and white one.

11.6. FAX TEMPLATE



Dear Mr Sampleman,



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Subject: Stationery

Fax +49 40 32 78 43 1 page


SAUNIER DUVAL


Tel. +34 94 489 62 00 Fax +34 94 489 62 53

[email protected]



131130

220 x 110 mm

GENERAL: For the envelopes’ design, all postage and encoding zones were taken into consideration.

11.8. ENVELOPE, FORMATS

11.7. ENVELOPE, PAPER RECOMMENDATION

LONG/ISO A4, FOLDED TWICE = 1/3 A4 WITH WINDOW

MEASUREMENTS





10 mm

16 mm

110 mm

30 mm

90 mm

45 mm

220 mm

15 mm

Igepa, SoporSet Premium Pre-print, 100g/ m2

The “SoporSet Premium Pre-Print” envelopes can be obtained by the paper wholesale trade group “Igepa Group” and their trade partners in all Euro-pean SDBG country markets excluding Russia and Romania. If this specific sort of paper is not available in your country, we advise you to purchase comparable material by another supplier. For further information regarding availability, please visit: www.igepagroup.com.

220 x 110 mm


On the envelope, in addition to the logo, the “Red Line” is used as a design element.

11.8. ENVELOPE FORMATS


MEASUREMENTS

“RED LINE”- 2 pt- Pantone 186 c



10 mm

16 mm

30 mm

90 mm

45 mm

110 mm

220 mm

15 mm

75 mm

70 mm

5 mm



133132

For envelopes without window, in addition to the logo, the sender’s address will be printed on the envelope.

LONG/ISO A4, FOLDED TWICE = 1/3 A4 WITHOUT WINDOW

MEASUREMENTS

SENDER- “FF MetaBook”- 6 ptline spacing 7 pt- tracking +0 - 100% black

Saunier Duval, Polígono Ugaldeguren 3, Parcela 22, 48170 Zamudio (Bizkaia), Espana

110 mm

10 mm 30 mm 3 mm

16 mm

10 mm

220 mm

Saunier Duval, Polígono Ugaldeguren 3, Parcela 22, 48170 Zamudio (Bizkaia), Espana

220 x 110 mm


The logo will be printed on the blank envelope with the postage machine. Please note that due to purely technical issues, only the monochromatic, one-dimensional logo version can be used. If needed, a placing of the slogan may be possible within the postage space.

11.8. ENVELOPE FORMATS




SCALE: 1:185.6 x 54 mm

GENERAL: Business card with print on one side only. The business card’s owner’s name is highlighted in red and creates a visual connection to the logo. The “Red Line” appears as a design element in the bottom section of the card.

11.9. BUSINESS CARD

CREDIT CARD FORMAT, ISO 7810, WITH PRINT ON ONE SIDE ONLY

MEASUREMENTS

- NAME- “FF MetaMedium”- 8 ptline spacing 11 pt- tracking +0 - capitals- Pantone 186 c

- POSITION- “FF MetaBook”- 6 ptline spacing 9 pt- tracking +0 - 75% black

- CONTACT DATA- “FF MetaBook”- 6 ptline spacing 9 pt- tracking +0 - 75% black- brand name in capitals

85.6 mm

54 mm

22 mm

5 mm

5 mm

32 mm

SAUNIER DUVAL

Polígono Ugaldeguren 3, Parcela 22

48170 Zamudio (Vizcaya)

España

Tel. +34 94 489 62 00

Fax +34 94 489 62 53

[email protected]

www.saunierduval.es

ANTONIO SANCHEZMarketing Director

10 mm

19 mm

3 mm

3 mm

USE OF BUSINESS CARDS: In case of employees (i.e. sales reps, marketing managers for one brand) who mainly have contact to external customers, business cards with a commercial brand (Saunier Duval, Protherm….) have to be used.

In case of employees (i.e. multi-brand marketing manager, central functions) who mainly have non customer facing contacts (e.g. internal contacts), “Vaillant Group” business cards should be used.

EXCEPTIONS: NSC managers and marketing managers for 2 brands can use a Vaillant Group business card also when they meet external customers – in order to minimize their number of business cards and due to the fact that they have substantial non-customer facing and internal contacts.

135134

SCALE: 1:185.6 x 54 mm

General: Business card with print on both sides. The business card’s owner’s name is highlighted in Pantone 186 c and creates a visual connection to the logo. The contact details are printed on the reverse side. The “Red Line” appears as a design element on the front and reverse.

11.9. BUSINESS CARD

REVERSE

5 mm

SAUNIER DUVAL

Polígono Ugaldeguren 3, Parcela 22

48170 Zamudio (Vizcaya)

España

Tel. +34 94 489 62 00

Fax +34 94 489 62 53

[email protected]

www.saunierduval.es

54 mm

21.5 mm

5 mm32 mm

CREDIT CARD FORMAT, ISO 7810, PRINTED ON BOTH SIDES

MEASUREMENTS FRONT

- NAME- “FF MetaMedium”- 8 ptline spacing 11 pt- tracking +0 - capitals- Pantone 186 c

- POSITION- “FF MetaBook”- 6 ptline spacing 9 pt- tracking +0 - 75% black

MEASUREMENTS REVERSE


- “RED LINE”- 0.5 pt- Pantone 186 c

FRONT

ANTONIO SANCHEZMarketing Director

85.6 mm

54 m

13 mm

10,5 mm

13 mm

24,5 mm

5 mm

5 mm

5 mm

SCALE: 1:185.6 x 54 mm

Coop-business cards are business card templates for brand / partner cooperations. As an example, these cards feature a combination of brand name and dealer’s address, and are printed on both sides. The name of the regional branch and that of the dealer are highlighted in Pantone 186 c and are thus visually connected to the logo. The contact details are printed alongside the name and business description. The “Red Line” appears as a design element on the front and reverse.The specified dimensions for the coop-business cards apply for our coopera-tion partners Hermann Saunier Duval and Glow-Worm.

11.10. BUSSINESS CARD CO-BRANDING HERMANN SAUNIER DUVAL AND GLOW-WORM

CREDIT CARD FORMAT, ISO 7810, PRINTED ON BOTH SIDES

MEASUREMENTS FRONT AND REVERSE

- REGIONAL BRANCHES/DEALERSHIPS

- “FF MetaMedium”- 8 pt- tracking +0 - capitals- Pantone 186 c

- BUSINESS DESCRIPTION- “FF MetaBook”- 6 ptline spacing 10.5 pt- tracking +0 - 75% black


- “RED LINE”- 0.5 pt- Pantone 186 c

HERMANN S.R.L.

Via Salvo D‘ Acquisto

29010 Pontenure (PC)

Italy

Tel. +39 0523 51 03 41

Fax +39 0523 51 90 42

[email protected]

P.IVA 00134690338

G.S.C. RISCLIMA S.R.L.Agenzia di zona

FRONT

85.6 mm

54 mm

18 mm

5 mm

25 mm

3 mm5 mm

5 mm

5 mm 25 mm

G.S.C. RISCLIMA S.R.L.

Via Dell‘Industria 20/A

31015 Conegliano (TV)

Italy

Tel. +39 0438 22 56 2 r.a.

Fax +39 0438 32 37 3

Cell. +39 335 20 04 54

[email protected]

www.gscrisclima.it

GIANNI RIZZOAgenzia di zona

5 mm

REVERSE

18 mm

5 mm

3 mm

5 mm

5 mm

25 mm

25 mm

11.10. BUSINESS CARD CO-BRANDING

137136

BUSINESS CARD:

Igepa, SoporSet Premium Offset, 300g/m2

The “SoporSet Premium Offset” stationary can be obtained by the paper wholesale trade group “Igepa Group” and their trade partners in all Euro-pean SDBG country markets excluding Russia and Romania.If this specific sort of paper is not available in your country, we advise you to purchase comparable material by another supplier. For further information regarding availability, please visit: www.igepagroup.com.

11.13. BUSINESS CARD, PAPER RECOMMEN-DATION

11.11. BUSINESS CARD WITH BRAND LOGOS

BULEX

Ch. de Mons 1425 Bergensesteenweg

Bruxelles – 1070 – Brussel

Belgium

Tel. +32 25 55 13 15

Fax +32 25 55 13 90

[email protected]

www.bulex.com

AWB CV-KETELS

Ringovenweg 4, Postbus 2138

5700 DA Helmond

Netherlands

Tel. +31 492 46 95 55

Fax +31 492 46 95 09

[email protected]

www.awb.nl

GLOW WORM

Nottingham Road, Belper

Derbyshire DE56 1JT

U.K.

Tel. +44 17 73 59 61 47

Fax +44 79 77 49 48 16

[email protected]

www.glow-worm.co.uk

MUHAMMET GÜVENTechnical Manager

MATTEO GALUZZIAfter Sales Export Dept.

JAAP SCHEPERSE-Marketeer

MICHELLE JAKEWAYMarketing Communication Manager

HERMANN S.R.L

Via Salvo D‘Acquisto

29010 Pontenure (PC)

Italy

Tel. +39 523 51 03 41

Fax +39 523 51 77 19

[email protected]

www.hermann.it

PROTHERM SPOL. S.R.O

Chrástany 188

25219 Praha - západ

Ceská republika

Tel. +420 257 090 811

Fax +420 257 950 917

[email protected]

www.protherm.cz

JIRI HLAVSAManaging Director

If a sales or service manager visits external customers doing business with two brands (if 2nd brand revenue > 15 %), a multi-brand business card (max. two commercial brands, Vaillant + SDBG brand) can be used. This case is an exception which has to be released by the regional director (in case of directly reporting country the Managing Director Sales & Marketing).

49mm

55mm

23.5 mm

45.5 mm

5 mm8 mm

47 mm

85 mm

9.5 mm

4.5 mm

Vaillant GmbH Berghauser Straße 40 42859 Remscheid

Phone +49 2191 18 0000Fax +49 2191 18 0001Mobile +49 175 295 0000

Name Surname Job description

[email protected]

Compatil Fact LT Com Bold 9.5 ptLine spacing 8 pt

Compatil Fact LT Com Regular 6 ptLine spacing 8 pt

max. 4 lines

11.12. MULTI-BRAND BUSINESS CARD

139138

SCREEN PRESENTATION FORMAT

LOCATION AND DATE- “Arial regular”- 12 pt- 46% black

TITLE- “Arial regular”- 36 ptline spacing 1 line- R 203, G 13, B 38

SUB-HEADLINE AND AUTHOR- “Arial regular”- 18 ptline spacing 1.2 lines- 46% black

“RED LINE”- 1 pt - R 203, G 13, B 38

Screen presentation format: 25,4 x 19,05 cm

GENERAL: Headlines, text emphases and bullet points will be set in R 203, G 13, B 38. The subline will be 46% black, and thus distinguishable from the headline in red and the body copy, which will be set in 100% black. Headlines contained within the body copy will have the same font size as the subline and will be set in CI red (R 203, G 13, B 38).

TITLE SLIDE: The title slide will feature the logo in the top right section. Location and date will appear in the top left. The presentation title is positioned at the centre of the slide. Below this, the subline and author are given.

11.14. PPT SLIDES

1

2

3

4

Presentation Title: 36 pt (Font size)Sub Headline, author FS 18 pt, LS: 1.2 lines

Font size for location and date FS: 12 pt 1

2

3

4

11.14. PPT SLIDES

INDEX- “Arial regular”- 10 ptline spacing 1.2 lines- 46% black

TITLE- “Arial bold”- 18 ptline spacing 1 line- R 203, G 13, B 38

SUB-HEADLINE- “Arial regular”- 16 ptline spacing 1.2 lines- 46% black

BODY COPY- “Arial regular”- 16 ptline spacing 1.2 lines- 100% black

CONCLUSION- “Arial regular”- 16 ptline spacing 1 line- white

DATE, PPT TITLE, LOCATION AND PAGE NUMBER- “Arial regular”- 8 pt- 46% black

SUBSEQUENT PAGES: On the subsequent pages, the logo is always featured in the top right section of the slide and the chapter navigation in the top left. In the bottom section of the subsequent pages, the title’s design element, the “Red Line”, is continued and serves as a visual division between the date, presentation title, presentation location, slide number and the informational part of the slide.

1

2

3

4

5

6

PPT-Title Location 01

Click to add title 18 pt, FS: 1 line

• Chapter 02

• Chapter 05

• Chapter 03

• Chapter 06

Date: 8 pt (Font size)

• FS: 10 pt, LS: 1.2 lines

• Chapter 04

Click to add text FS: 16 pt, LS: 1.2 lines

Conclusion (maximum 2 rows) 16 pt, LS: 1.2 lines

Sub Headline Please delete if you don‘t need FS: 16 pt, LS: 1.2 lines.

1

2

3

5

6

4

141140

11.14. PPT SLIDES





CONCLUSION- “Arial regular”- 16 ptline spacing 1 line- white

DATE, PPT TITLE, LOCATION & PAGE NUMBER- “Arial regular”- 8 pt- 46% black

BULLET POINTS: Bullet points are used to mark lists within the body copy and to highlight them. Bullets will be depicted in R 203, G 13, B 38.

CONCLUSIONS: Concluding statements will be highlighted using R 203, G 13, B 38 as a background colour. In this case, the font’s colour changes to white. Conclusions are generally to be kept succinct and not to exceed two lines.

1

2

3

5

6

4



• Chapter 02

• Chapter 05

• Chapter 03

• Chapter 06



• Bullet point 100% of font size




Highlighted text in red

1

2

3

5

6

4

11.14. PPT SLIDES





BULLET POINTS- 130 % of font size- R 203, G 13, B 38

SUB-BULLET POINTS- 130 % of font size- 100% black

HIGHLIGHTED HEADLINE- “Arial bold”- 18 ptline spacing 1.2 lines- R 203, G 13, B 38

HIGHLIGHTED BODY COPY- “Arial regular”- 16 ptline spacing 1.2 lines- R 203, G 13, B 38

HIGHLIGHTED COPY: Body copy can be highlighted using R 203, G 13, B 38 or can be distinguished visually from the slide’s informational text by using R 245, G 240, B 223 as a background colour. The font colour is R 203, G 13, B 38. 1

2

3

5

6

7

8

Bullet Points: 130 % of font size



• Chapter 02

• Chapter 05

• Chapter 03

• Chapter 06








• Click to add text




- Click to add text

1

2

3

5

6

4

Click to add text. FS: 18 pt, LS: 1.2 lines

Click to add text. FS: 16 pt, LS: 1.2 lines



• Chapter 02

• Chapter 05

• Chapter 03

• Chapter 06







1

2

3

8

76

4

4


143142





“RED LINE”- 1 pt - R 203, G 13, B 38


DIAGRAM- “Arial bold”- 8 pt- R 203, G 13, B 38

HIGHLIGHTED COPY: It is possible to highlight text by framing it in some way, campaign cut-outs are especially suited for this.

DIAGRAMS: Diagrams will be depicted in shades of 46% black, R 203, G 13, B 38 and R 245, G 240, B 223 and can come as line diagrams, bar charts or pie charts. Different colour combinations can be used here (category colours). In order to liven up the rather factual informational diagrams, they may be set into the slide with a slight perspective angle. The diagram’s title will have the same colour as the headlines and will be displayed, together with the source information, below the diagram.

Date: 8 pt (Font size) PPT-Title Location 01


Highlighted text in red.


• Chapter 02

• Chapter 05

• Chapter 03

• Chapter 06




Date: 8 pt (Font size) PPT-Title Location 01


• Chapter 02

• Chapter 05

• Chapter 03

• Chapter 06






Highlighted text in red.

1

1

2

2

3

3

5

5

6

6

7

7

4

4

4

1

2

3

6

11.14. PPT SLIDES

The “Red Line” / black line is used as a design element within the stamp and framing it.

75 x 36 mm

GENERAL: All retailers can be supplied with a stamp containing the logo, the partnership details, the company’s contact details and opening hours, the 24-hour hotline number and the internet address.

TYPOGRAPHY: Because of technical considerations, the CI font will be re-placed with the “Arial” font.

PANTONE 186 C OR RED

11.15. STAMP

SELF-DYING STAMP

HEADLINE- “Arial bold”- 8 pt- tracking +0 - Pantone 186 c, or red or 100% black

CONTACT DATA- “Arial regular”- 7 ptline spacing 9 pt- tracking +0 - Pantone 186 c, or red or 100% black

24-HOUR HOTLINE AND INTERNET- “Arial regular”- 5 pt- tracking +0 - Pantone 186 c, or red or 100% black

LINE- 1 pt

100 % BLACK

Vaillant Group Partner

Opening hoursMo – Fri 7:00 – 12:00 13:00 – 18:00 Sat 7:00 – 13:00

www.saunierduval.com

Sample CompanySample Street 12312345 Sample TownTel. +49 40 55 43 50Fax +49 40 55 43 50

24/7 hotline: +49 40 20 23 21

Vaillant Group Partner

Opening hoursMo – Fri 7:00 – 12:00 13:00 – 18:00 Sat 7:00 – 13:00


Sample CompanySample Street 12312345 Sample TownTel. +49 40 55 43 50

Fax +49 40 55 43 50

24/7 hotline: +49 40 20 23 21

145144

B12. CAR BRANDING

Examples of car branding have been depicted on six different types of vehic-le. However, the design must be adapted to suit each individual car model.On the basis of the corporate design, the brand elements as defined (Red Line, logo, slogan, performance line) should be used on all vehicles. In addi-tion, the category headline should be displayed.

Alongside the use of brand elements from the corporate design, the fol-lowing elements can also be used: hotline, address and home page. In the case of vehicles that are being used for both Vaillant and SDBG, the branding can be exchanged flexibly through the use of self-adhesive brand elements (printed magnetic film).

• Service vans: white• Sales reps' cars: white or silver• Executive cars: - if in contact with customers regularly: white or silver - if not in contact with customers: different colours may be chosen; make sure, however, that the logo's colour is still clearly visible. Please consult our Brand Communication Team in such cases.

MULTIBRANDING: For service vans covering multiple brans, a branding concept has been defined as well

12.3. SERVICE VANS

12.2. COLOURS

12.1. INTRODUCTION

www.saunierduval.comHotline: +49 0180 – xxxxxx

Adipiscingum. Elementum.Nam maecenas.


Adipiscingum. Elementum. Nam maecenas.

Lorem Claim ipsum nerum


www.saunierduval.comwww.saunierduval.com


www.saunierduval.com Hotline: +49 0180 – xxxxxx

Adipiscingum. Elementum.Nam maecenas.






12.4. FLEET MANAGEMENT SUPPLIER VAN

Musterstraße 140, 22085 Musterstadt

Tel: 01223-456789, www.fachmann.de

FachmannHeizung und Sanitär

GmbH


GmbHwww.saunierduval.com


Musterstraße 140, 22085 Musterstadt

Tel: 01223-456789, www.fachmann.de


GmbH


GmbHwww.saunierduval.com


12.5. INSTALLER CAR

12.6. SWAP TRAILER

Max Fachmann Tel. 0123-45678910

Muster Str.10, 12345 MusterstadtTel. 0123-45678910, www.fachmann.de


Lorem Claim ipsum nerumLorem Claim ipsum nerum

Adipiscingum. Elementum.Nam maecenas.www.saunierduval.comHotline: +49 0180 – xxxxxx


Adipiscingum. Elementum. Nam maecenas.Lorem Claim ipsum nerum



www.saunierduval.com Hotline: +49 0180 – xxxxxx

147146

12.7. SALES REPRESENT-ATIVES' CARS

12.8. EXECUTIVE COMPANY CARS

BRANDING: Logo prominently displayed on the front doors including the “Claim & Performance Line”. The license plates will feature the website address and the logo will be placed beneath the taillight on the right.

Any deviations from the guidelines must be approved by the Sales Exco.

BRANDING: Logo prominently displayed on the side to the rear, with the license plates featuring the website address and a small logo beneath the taillight on the right.

149148

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