(EN) Brand Guidelines

BRAND IDENTITY GUIDELINES 2016-06-29

v 2.0 | CONSTRUCTION PRODUCTS

HOW TO DEVELOP A CLEAR, APPEALING BRAND IDENTITY RELATED STRATEGY DOCUMENTS BRAND PLATFORM Husqvarna Construction Products 2016.

An essential tool to manage and secure brand consistency. Identifies the distinctive DNA at the core of our brand.

BRAND COMMUNICATION BRIEF Husqvarna Construction Products 2016. A tool for planning, creating and implementing brand communication activities, externally and internally.

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

For a brand or company to make a significant impact in a crowded, competitive market, it must present itself with a clear and appealing brand identity. A premium brand identity is a fundamental component of a premium brand experience, which in turn is a powerful business driver.

These brand communication guidelines are intended to be used as a practical how-to guide for anyone producing market communication activities for the Husqvarna brand within the Construction division and the products and services associated with it. The purpose is to safeguard a clear, correct and consistent representation and usage of the brand.

The guidelines cover the graphic platform for the visual brand identity as well as other important factors that can affect the audience’s brand experience, such as tone of voice, tone of interaction and soundtrack of the brand.

INTRODUCTION 2

CONTACT The appearance of our communication material is important. Consistency is the key to building a strong brand. Everyone concerned should keep updated to ensure compliance with the guidelines and that new original files are used in future productions. Keep updated by regularly checking our marketing community on Connect for revisions of this guide.

CONTACT US

SUPPORT.HUSQVARNACP.COM

CONSTRUCTION GLOBAL MARKETING ON CONNECT

If you have any questions or need additional advice contact us at Central Marketing Communications.

At our support site you can find:

At our community “Construction Global Marketing” on Connect you can find all kinds of material to help you produce marketing material, such as:

REFERENCES –– Husqvarna Group Guidelines –– Husqvarna Construction Products Packaging Guidelines

–– Web shop –– Image bank including logotypes –– Video bank –– Print Creator Login by using your e-mail address and Outlook password.

–– Case Stories –– Press releases –– Ads –– Typefaces –– InDesign templates –– Brand platform –– Brand communication brief –– Image and video bank –– System manuals and handbooks –– Social Media Policy –– PPT templates –– Construction Division Presentation –– Product list –– Product news –– Posters –– Order business cards –– Internal communication

ACCESS THE COMMUNITY “CONSTRUCTION GLOBAL MARKETING” AT: https://husqvarnagroup.sharepoint.com Login by using your e-mail address and Outlook password.

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

CONTACT 3

IN A WORLD WITH AN EVERINCREASING FLOW OF INFORMATION AND ADVERTISING, BRANDS ARE MORE IMPORTANT THAN EVER

THE BRAND

5

Husqvarna brand personality

6

BRAND LANGUAGE

7

Husqvarna brand language General writing advice

8 9

VISUALIZING THE BRAND

10

PRINTED MATERIAL

41 42 43 44 45 48

49

12

Ads 50 Covers 52 Posters 54 Banner stands 56

13

ONLINE 58

LOGOTYPES 14

Website 59 Online advertising 60 Social media 62 E-newsletter 63 Digital magazines 64 Applications 65

Husqvarna visual language

TONE OF INTERACTION Guidelines for interactive touchpoints and services

Logotype versions Logotype free space A registered trademark Landscape logotype with web address Brand, identity and sender Incorrect usage Other logotypes UpServices logotypes

11

15 17 17 18 18 19 20 21

COLOURS 22 Husqvarna basic colours Husqvarna diamond tools colours Husqvarna interactive colours

23 24 25

TYPOGRAPHY 26 Husqvarna brand typefaces 27 Typography 28 Additional web typefaces 29 Husqvarna Group typefaces 30

GRAPHIC ELEMENTS

31

Graphic objects 32 Icons 33

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

Proud professionals Service segment start Service action Service feature Product communication Editorial images

PHOTO AND IMAGERY

34

Handling the images Product segment start Product action Product studio Product feature Diamond tools segment start

35 36 37 38 39 40

VIDEO AND MUSIC

66

Video 67 Music 68

CORRESPONDENCE 69 Business cards 70 Correspondence cards 71 Letterheads 72 Fax templates 73 Envelopes 74 E-mail signature 75 Press releases 76 Powerpoint presentations 77

OTHER UNITS

78

Exhibition concept 79 Shop concept 80 Façade signage 81 Signage 82 Colour coding factory interiors 83 Flags 84 Company cars 85 Husqvarna clothing concept 88 Promotional material 90 92 Event material

CONTENT 4

RESPECT THE BRAND With over 300 years of qualified manufacturing experience, Husqvarna is unique in its field. The brand is built on listening to professional users and then applying this knowledge for the benefit of several target groups. This unique brand characteristic should always be kept in mind, no matter the intended recipient of information. Our brand values should always be the foundations for the brand’s expression, in graphic design as well as in text tonality.

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

THE BRAND 5

HUSQVARNA BRAND PERSONALITY Just as a person has a personality, a strong brand can also be attributed to personal characteristics. A brand may be perceived as old, young, innovative, friendly, honest, reliable, sophisticated or otherwise. The brand personality should be reflected in the communication tonality, imagery, soundtrack and all activities that aim to express the brand identity.

PERSONALITY TRAITS

INTELLIGENT

KNOWLEDGEABLE

TRUSTWORTHY

Husqvarna is a typical expert brand – intelligent, knowledgeable and trustworthy.

We are curious and open-minded to new ideas and continual advancement. We reflect on our strengths as well as our weaknesses, and constantly ask ourselves the uncomfortable questions needed to keep our leading edge sharp.

Our skills and industry expertise is developed from long experience.

We build our future on a firm base of knowledge and never stop learning fromour successes as well as our mistakes.

We deliver. Our promises are always kept in detail. We are honest, open and reliable. By being true to our commitments, we earn trust and credibility.

For more in-depth knowledge of the brand personality, see the 2016 issue of the Brand Platform for Husqvarna Construction Products.

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

THE BRAND 6

MAKING EVERY WORD COUNT BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

When people discuss what brands communicate and stand for, the focus is usually on visuals such as logotypes, corporate colour schemes and fonts. But we believe that the strongest brands are those that also use language in a way that conveys their distinctive essence. The visual and the verbal should work hand in hand to communicate what makes us different. Every word we use in our communications – every ad, every brochure, every website or press release – can affect the way the Husqvarna brand is perceived.

BRAND LANGUAGE 7

HUSQVARNA BRAND LANGUAGE

USE CLEVER ONE-LINERS

RATIONAL ARGUMENTS AND FACTS

SHARE OUR KNOWLEDGE

The use of clever one-liners empowers the readers, and makes them feel intelligent.

As an expert in our field we are self-confident.

We know what we are talking about. We are clear and use rational arguments. References are made to reliable sources and offer more and in-depth reading when possible.

We understand our customers’ everyday challenges. We guide them, and share our knowledge.

NEVER BRAG

WELL-CRAFTED TEXTS

Our tone should never be arrogant or patronizing. We focus on what we do with great confidence, so we don’t need making use of our competitor’s weaknesses or mistakes. We are competent, intelligent and experts in our field – but we never brag or manifest our cleverness.

Text should always be well crafted and well thought out. Don’t be afraid of using longer texts when relevant and valuable for the readers. Avoid simple mistakes, spell-check texts and make sure the information is correct and up to date.

The written tone of voice is the personality of our brand expressed through the written word.

It governs the style of textual communication.

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

BRAND LANGUAGE 8

GENERAL WRITING ADVICE

USE EVERYDAY LANGUAGE

BE ENGAGING

KEEP IT PERSONAL

It’s always better to use a simple everyday term than a longer word with the same meaning.

Here, we’re talking about going further than keeping it personal; we’re talking about the critical importance of making your readers feel that you understand their point of view, and are addressing their interests and priorities.

Good writing sets out to create a relationship with the reader. One of the most important ways it does this is by addressing the reader directly and personally, using the first person (I or we) whenever possible, and even more importantly, by addressing the reader as “you”.

MAKE IT EASY

ASSUME INTELLIGENCE

LESS IS MORE

You should always assume that your readers have other things they would rather do, than reading your text. It follows that you should do everything you can to make it easy for them to get what they need out of what they are reading.

There’s no easier way to alienate readers than by patronizing them, or by writing in a way that insults their intelligence.

However little knowledge your audience may have of the subject in question, always assume that you are addressing intelligent individuals.

Never tell your audience more than they need (or may be interested) to know. Is everything relevant from the reader’s point of view? If not, try to make your text shorter.

Crafting texts that work effectively is as important as crafting texts that express the brand personality.

PRODUCT NAMES IN WRITING When introducing a name in a text Husqvarna should always be included, for example Husqvarna K 760 or Husqvarna UpServices. If repeating the name in the same text or context, the shorter K 760 and UpServices are preferred. For further guidance, see the “Trade Mark Manual” on Connect – Group Information – Branding.

WRITE SEARCH-ENGINE OPTIMIZED When writing for online media, you need to make your text search-engine optimized to get a higher ranking in the search engines. This means your text should not only be interesting and pleasant for the reader, but also contain the keywords that are relevant for your audience to use when they search for your type of content.

For best results, the keywords should be applied in the web address, title tag, heading, sub-headings and body copy. To figure out the best keywords, you need to think like the audience.

For help, use the online resources (i.e. keyword tools) available from Google, YouTube etc to get suggestions of relevant keywords and alternatives.

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

VISUALIZING THE BRAND

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

Our visual identity plays an important role in our communication. It gives a sense of the brand, supports and enhances the brand idea, conveys quality, originality and a clear message. Husqvarna Construction Products’ visual communication should reflect the brand personality through distinctive graphic design with clear, intuitive infographics.

VISUALISING THE BRAND 10

HUSQVARNA VISUAL LANGUAGE

PRESS RELEASE

Time saving oscillation function.

January 2016

With the new oscillation function on Husqvarna PG 680 RC, you only need to go over the floor once per grinding step.

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Husqvarna PG 680 RC.

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The visual language is the personality of our brand expressed through what you see. That’s why there are certain characteristics that govern the visual look and feel of our brand.

TECHNICAL SPECIFICATIONS

New Husqvarna PG 680 RC – with unique oscillation function for greater productivity.

Power Voltage Rated current Power supply Grinding width Grinding pressure (total) Grinding disc speed

Husqvarna can now present a brand new floor grinder – Husqvarna PG 680 RC – with a unique oscillation Weight (support wheel included) function. This allows the operator to mimic manual operation movements for higher efficiency and greater productivity. At the same time, PG 680 RC is flexible and fits through a standard door opening.

“From just recently, the oscillation is a new function for all Husqvarna’s remote controlled floor grinders. With it, the user achieves the best possible grinding pattern by adjusting amplitude and frequency.

It also gives a flatter floor by eliminating so called ridges otherwise created between passes. At the same time, the oscillation function saves time for the operator, as you only have to go over the floor once with the machine, instead of using the cross hatching technique”, says Joakim Leff-Hallstein, Global Product Manager Floor Grinding, Husqvarna Construction Products.

Another advantage with oscillation is that you get a broader sweep of the grinder when operating and this reduces ridging on soft floors. The remote control function that comes with PG 680 RC can also be tailored to different surfaces to achieve superior results.

Of course, PG 680 RC comes with a lot of the advantages of the already existing, best in class, PG 820 RC, PG 820 and PG 680.

13.0 kW 400 V 32 A 3-phase 680 mm 269 kg 250–1100 rpm 498 kg

High efficiency.

The remote control makes PG 680 RC easy to work with. It also fits through a standard door opening, which makes the work process efficient for the user.

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Nihici comnimus eos re volore ex et etur ad eos et explit aut vero volut omnitaquae a alic te re est dollore pedioraectum rehent es apiciant, consect emodipsum aped magnate non res eos adi volor sequid.

WHITE SPACE IS YOUR FRIEND

The fact that the new PG 680 RC has a 680 millimeter grinding width and easily fits through a standard door opening, facilitates the work for the operator a great deal.

“Together with the oscillation function and the remote control, one can reach really high efficiency. And – in the long run – the gain is increased productivity and profit for the user”, says Joakim Leff-Hallstein.

For more and information, PG 680 RC also comes with Dual Drive Technology™ is one please contact: Joakim Leff-Hallstein, Global Product Manager Floor Grinding, Husqvarna Construction Products, of the market’s most efficient machines that can optimised for email:be joakim.leff-hallstein@husqvarnagroup.com, tel: +46 31 94 90 00, +46 727 30 68 01 each application. It is an excellent choice for concrete floor preparation and repair as well as all polishingHUSQVARNA and grinding CONSTRUCTION PRODUCTS, part of Husqvarna Group, is a market leader in machines and diamond tools for the construction and stone industries. ® range includes power cutters, drill motors and drill stands, diamond tools, floor, masonry, wall and wire saws, as well as surface preparation and demolition applications – both wet and dry. It is also perfectThe forproduct HiPERFLOOR machines. 2014 Husqvarna Construction had net sales about 3 billion, which is 10% of Husqvarna Groups net sales. Construction Products has 2,000 employees, 9 major concrete floor polishing system. factories around the world and is represented in more than 70 countries. Husqvarna is a registered trademark owned by Husqvarna AB (publ).

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BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

CONTROL AND COMPOSURE

CLEAR AND LOGICAL STRUCTURES

WHITE SPACE

Strive for a disciplined look and feel. Create ordered compositions for an overall feeling of control and composure.

Use clear and logical structures, and follow conventional layout rules.

Make use of space generously in layout and compositions, “balanced and restrained” before “big and bold”. White space is your best friend.

GEOMETRIC SHAPES

HIGH QUALITY IMAGES

INFOGRAPHICS

Use simple but distinct geometric shapes, squares and rectangles. Work primarily with sharp, or just slightly rounded, corners.

Perspective creates depth and a layer of complexity and intelligence.

Always use high quality images and illustrations for a confident, trustworthy and competent look and feel. Choose a downscaled colour palette.

The use of intuitive infographics and graphs can visually explain something in a more educational and interesting way.

VISUALIZING THE BRAND 11

TONE OF INTERACTION Equally important as talking with the right tone of voice, and using the right visual tone of the brand, the tone of interaction defines how the brand is experienced. It is important that the customers experience both the physical and the digital interaction with the brand in the same way. In this chapter we talk about the digital touchpoints, and what guidelines to consider.

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

TONE OF INTERACTION 12

GUIDELINES FOR INTERACTIVE TOUCHPOINTS AND SERVICES We should always use interactivity as an opportunity to convey our brand characteristics.

Consider the key guidelines when designing and developing digital services, platforms and tools.

BUILD LASTING RELATIONSHIPS

CLARITY OF OFFERING

The service (website, application, digital publication, etc.) should support appropriate interactions, allow for flexibility of use, and foster ongoing relationships. The right level of engagement supports an evolving user experience.

Provide a clear offering, in familiar terms. Actors (any person involved in the creation, delivery, support or use of a service) should easily grasp if a service is right for them, and what they are trying to deliver.

GRACEFUL ENTRY AND EXITS

SET EXPECTATIONS RIGHT

Provide flexible, natural entry and exit points to and from the service. Consider when it is appropriate for actors to jump in, or to achieve closure.

Let actors know succinctly what to expect. Assist understanding of where they are in the service through the design of environments and information.

CONSISTENCY ACROSS CHANNELS AND AT ALL SCALES Continuity of brand, experience and information should exist across digital touchpoints. Actors should be able to seamlessly move across channels.

THE RIGHT INFORMATION AT THE RIGHT TIME Tell the actors and the service department what they need to know with the right level of detail, at the right time.

Weigh the costs and benefits of providing more or less precise information.

TRANSITIONS AND ANIMATION Use transitions and animations when they serve a purpose, as a way to emphasis or clarify an interaction. The motion should be subtle and discreet, using only natural motion algorithms.

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

TONE OF INTERACTION 13

WORKING WITH THE LOGOTYPE The logotype is the graphic image of our brand. It functions as a signature or a quality stamp, and guarantees that we meet our customers’ expectations. Therefore the logotype must be treated with the utmost respect and responsibility and have the same appearance throughout the world. The relationship between the size of the logotype and the surrounding area should be characterized by a balance between the demands of legibility and harmony. The logotype must never be used in body copy, nor in any way not shown in this manual.

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

LOGOTYPES 14

LOGOTYPE VERSIONS PORTRAIT LOGOTYPE The primary logotype is the portrait version. It is used in all types of ads and on the front of printed materials and brochures.

It is also used on store material, flags, vehicles, giveaways, etc.

LANDSCAPE LOGOTYPE The landscape logotype should be used as a sender on the back cover of brochures and catalogues. It should also be used for narrow spaces where there is not enough space for the portrait logotype as well as on our website, vehicles, giveaways, etc.

BLUE AND WHITE The Husqvarna logotype should be presented in blue on a white background or white on a blue background. The blue logotype should never appear on any other plain single-colour background than white. If exception is needed please contact global marketing for approval.

SILVER OR GREY The Husqvarna logotype should be presented in blue on a silver or grey background.

BLACK AND WHITE When colour printing isn’t possible, the logotype can also be shown as white on black or in black on white.

To ensure good reproduction, please observe the minimum reproduction size for the logotype, which is 10 mm for vertical and 23 mm for horizontal (in width).

support.husqvarnacp.com

Image bank

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

LOGOTYPES 15

LOGOTYPE VERSIONS ACTION IMAGES The logotype may also appear on action images, such as the examples shown. It is important not to place the logotype on too cluttered backgrounds. The Husqvarna logotype should be presented in white on a dark background.

ICON In all digital units we use the logotype according to the guidelines, but in some cases that is impossible.

That is when an avatar is used. An avatar is a graphical representation of the brand in a digital context.

The most common use of the avatar is as an icon.

Either as a favicon on websites, or as an app icon.

Since the avatar appears in very small sizes, the crown is used without the word “Husqvarna”.

Only in exceptional cases and only with the authorization of Central Marketing Communications may the crown be separated from the word “Husqvarna”.

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

LOGOTYPES 16

LOGOTYPE FREE SPACE To ensure readability and clarity of the logotype, it is always surrounded by free space. No text or other graphical elements may be placed within the logotype’s free space. The minimum free space is in direct proportion to the height of the letters in the logotype.

Note that this is only the minimum free space; there is usually more free space around the logotype, as shown in the applications later on in this manual.

A REGISTERED TRADEMARK

PORTRAIT LOGOTYPE Use the H in the crown (as shown) to define the free space around the logotype.

The logotype is the graphic image of the Husqvarna brand. It is also a registered brand mark and to mark this, the use of the registration symbol ® is important.

It provides notice of the owner’s registration of the mark.

It entitles the owner to claim certain types of damages in lawsuits against infringers and it is a requirement in various countries.

EXCEPTIONS TO THE ® SYMBOL RULES: –– Where the symbol is molded or cast on the product (= not printed) –– 3D-logotypes –– On buildings –– Where the symbol is embroidered

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

LANDSCAPE LOGOTYPE Use the capital “H” in the name Husqvarna to define the free space around the logotype.

LOGOTYPES 17

LANDSCAPE LOGOTYPE WITH WEB ADDRESS Centre the web address and use Husqvarna Gothic Bold in 95 % black. Use the height of the lower case letters in the logotype to set the free space.

husqvarnacp.com

husqvarnacp.com

BRAND, IDENTITY AND SENDER THE HUSQVARNA BRAND Husqvarna is a product brand for the construction business as well as the forest and garden business. In all communication regarding products and services, the brand should be referred to as Husqvarna. This applies for both text and logotype.

HUSQVARNA CONSTRUCTION PRODUCTS When referring to our identity as business unit, in the absence of the logotype or when needed to avoid confusion, use the full expression “Husqvarna Construction Products” in text.

Never write the shorter “HCP” in official material.

CONSTRUCTION PRODUCTS The shorter expression “Construction Products” can be used when the logotype is visible so it will not be a repetition of Husqvarna. Or to clarify when the business is not obvious, as on a car for example.

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

LOGOTYPES 18

INCORRECT USAGE A logotype is a unique entity and should never be changed or recreated. The Husqvarna logotype is not only typed letters, but also a word mark, tailor-made for Husqvarna. The composition, appearance and proportions of the logotype shown in this manual are the only ones allowed.

It is essential that we always conduct ourselves uniformly and that our logotype always looks the same.

Accordingly, never try to change or make your own version of the logotype.

Do not stretch or alter the proportions of the Husqvarna logotype in any way. Combining the logotype with another graphic element, such as a photo or an illustration, is not permissible.

Never attempt to create the Husqvarna logotype by yourself. Always use an original.

EXAMPLES OF INCORRECT LOGOTYPE USAGE:



Never use coloured backgrounds for the blue logotype. If necessary, use the black logotype.



Do not use shadows or any other graphic techniques.





* Only in exceptional cases and only with the authorization of Central Marketing Communications may the crown be separated from the word “Husqvarna”.

Never change the type design in the logotype. It is an entity.

The white logotype should never be used on silver/grey.



Never change the design of the logotype.

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS



Never separate the crown from the word “Husqvarna”.*

LOGOTYPES 19

OTHER LOGOTYPES Creating logotypes for different features, projects, units or departments is not permissible. If there is a need to create a logotype, it must be approved by Central Marketing Communications.

But there are a few logotypes for product features, as shown here. These are used together with products to enhance communication of the feature. They can be used in ads, catalogues and display material, as well as on labels and packaging.

FREE SPACE To ensure readability and clarity of a logotype, it is always surrounded by free space. Respect the logotype and don’t place text or other graphical elements too close to it.

BLUE AND WHITE The logotypes should be presented in blue on a white background or white on a blue background. The logotypes should never appear on any other plain single-colour background than the blue. However they can appear on an action image.

SILVER The logotypes should be presented in blue on a silver background.

support.husqvarnacp.com

Image bank

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LOGOTYPES 20

UPSERVICES LOGOTYPES Husqvarna UpServices is a collection of soft offers and services that’s under development.

One part of UpServices is Husqvarna UpTool, which is a suite of mobile applications targeting different users ranging from service mechanics to operators.

UPSERVICES LOGO WITH HUSQVARNA LOGO

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

LOGOTYPES WITH ICONS

LOGOTYPES 21

Different colours create different feelings and associations. When choosing a combination of colours to represent a brand, the brand adopts these associations. After the combination of colours is decided by the management, everyone must follow the colour guidelines strictly to avoid confusion among the customers. Husqvarna corporate colours include Husqvarna Group blue and silver, white and black. Black is used for text.

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

THE PURPOSE OF OUR COLOURS COLOURS 22

HUSQVARNA BASIC COLOURS

Husqvarna Group Blue

Husqvarna CP Grey

White

Black

Husqvarna colours include Husqvarna Group blue, silver, white and black. Black is primarily used for text and charts. A printed colour will vary in hue and density depending on the surface it is printed on. To over­come this, always print on the paper (or similar) recommended in this manual.

A tint of black is ideal to be used as an alternative background colour on a page or a spread.

PAPER RECOMMENDATIONS For printing use Balance Silk, Galerie Art Silk or any equally distinct bright white paper with a silk finished surface.

PAPER WEIGHT –– Covers 250 –300 g –– Inset 115 –170 g depending on size and number of pages –– Posters 170 –200 g

PANTONE®

CMYK

PMS 534 C – Coated PMS 289 U – Uncoated

C : 0 M : 0 Y : 0 K : 95

CMYK

R : 44 G : 44 B : 44

C : 100 M : 70 Y : 10 K : 55

PRODUCT LIST –– Cover – silk 250 g –– Insert – silk 115 g

RGB

95 %

85 %

40 %

6 %

RGB HTML/HEX # 2C2C2C

R : 39 G : 58 B : 96

HTML/HEX

PRODUCT NEWS

#273a60

–– Cover – uncoated 270 g –– Insert – uncoated 150 g –– Folder – silk 150 g

NCS S 7020-R80B

RAL 5003 Sapphire Blue

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COLOURS 23

HUSQVARNA DIAMOND TOOLS COLOURS

Gold

Silver

Bronze

Our range of diamond tools is divided in three different levels: Gold, Silver and Bronze. Each level is represented with a specific colour.

GOLD Developed for intense professional use in ­specialist applications.

Provides maximum ­cutting speed and wear resistance in heavy cutting and ­drilling.

SILVER Developed for professional use in all-round applications.

Provides high cutting speed and wear resistance in all cutting and ­drilling.

BRONZE Developed for ­occasional use. P­ rovides a good ­balance b­ etween ­performance and p­ rice in common ­cutting and drilling ­applications.

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

PANTONE®

PANTONE®

PANTONE®

PMS 10120 C

PMS 877 C

PMS 10135 C

CMYK

CMYK

CMYK

C : 29 M : 33 Y : 85 K : 2

C : 5 M :5 Y :5 K : 20

C : 27 M : 64 Y : 100 K : 14

RGB

RGB

RGB

R : 184 G : 158 B : 74

R : 208 G : 207 B : 206

R : 168 G : 100 B : 30

HTML/HEX

HTML/HEX

HTML/HEX

#b89e4a

#d0cfce

#a8641e

COLOURS 24

HUSQVARNA INTERACTIVE COLOURS There are differences between printed materials and digital. This also applies to colours and their correct use. We use an extended colour scale for elements such as status, symbols, icons, backgrounds, modes and buttons.

WEBSITE Husqvarna CP Grey

Web HQ Grey 1

Web HQ Grey 2

Web HQ Grey 5

RGB

RGB

RGB

RGB

R : 44 G : 44 B : 44

R : 243 G : 242 B : 240

R : 226 G : 227 B : 230

R : 89 G : 89 B : 89

HTML/HEX

HTML/HEX

HTML/HEX

HTML/HEX

#f2c2c2c

#f3f2f0

#e2e3e6

#595959

Web HQ Orange

Husqvarna Group Blue

Web HQ Yellow

Web HQ Red

RGB

RGB

RGB

RGB

R : 243 G : 83 B : 33

R : 39 G : 58 B : 96

R : 255 G : 200 B : 0

R : 228 G : 30 B : 45

HTML/HEX

HTML/HEX

HTML/HEX

HTML/HEX

#f35321

#273a60

#ffc800

#e41e2d

APPLICATIONS App Yellow

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

App Green

App Red

App Dark Grey

App Grey

RGB

RGB

RGB

RGB

RGB

R : 242 G : 190 B : 0

R : 16 G : 174 B : 44

R : 224 G : 68 B : 22

R : 128 G : 128 B : 129

R : 176 G : 176 B : 177

HTML/HEX

HTML/HEX

HTML/HEX

HTML/HEX

HTML/HEX

#f2be00

#74ae2c

#e04416

#808081

#b0b0b1

COLOURS 25

USING TYPOGRAPHY Letters, words and sentences are elements that carry our messages to the recipient.

Good typography contributes to a consistent corporate image and enhances the written word, while bad typography can weaken the impact of a well-written text.

Good typography also encourages the reader to continue reading, and ensures that the contents of the text are clear. To strengthen our profile it is important that we, in every market, strictly adhere to a common and limited typeface usage. All printed messages in Husqvarna’s name must be written in our typefaces. They are clean, uncomplicated typefaces suited to both long and short texts.

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

TYPOGRAPHY 26

HUSQVARNA BRAND TYPEFACES Husqvarna Gothic is our new typeface for all communication. It’s developed to be clear, modern, efficient and clearly communicate Husqvarna’s qualities. Husqvarna Gothic comes in three weights (bold, regular, light) with italic versions.

“Construction Global Marketing” on Connect

Typefaces

HUSQVARNA GOTHIC LIGHT OTF FOR PRINT, TTF FOR SCREEN

HUSQVARNA GOTHIC LIGHT ITALIC OTF FOR PRINT, TTF FOR SCREEN

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

HUSQVARNA GOTHIC REGULAR OTF FOR PRINT, TTF FOR SCREEN

HUSQVARNA GOTHIC REGULAR ITALIC OTF FOR PRINT, TTF FOR SCREEN

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

HUSQVARNA GOTHIC BOLD OTF FOR PRINT, TTF FOR SCREEN

HUSQVARNA GOTHIC BOLD ITALIC OTF FOR PRINT, TTF FOR SCREEN

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

TYPOGRAPHY 27

TYPOGRAPHY Letters, words and sentences are elements that carry our messages to the recipient. To strengthen our profile it is important that we, in every market, strictly adhere to a common and limited typeface usage.

All printed messages in Husqvarna’s name must be written in our typefaces.

STRIPED HEADLINES – HUSQVARNA GOTHIC BOLD, UPPER CASE

xx

x

x

HEADLINES, UPPER CASE – HUSQVARNA GOTHIC BOLD / REGULAR / LIGHT Primarily as main headlines. To be used on images or patterned backgrounds.

The grey stripes are preferred but on very dark back grounds the white stripes are more visible. Never use full stops in upper case headlines.

TAKE ADVANTAGE OF OUR EXPERTISE Stripe Husqvarna CP Grey Text white, letter spacing +10 Object opacity 90%

To be used as headlines or subheadlines. Never use full stop in upper case headlines. Metric kerning.

Letter spacing between 0 to +30 depending on size, colour and background.

TAKE ADVANTAGE OF OUR EXPERTISE TAKE ADVANTAGE OF OUR EXPERTISE TAKE ADVANTAGE OF OUR EXPERTISE HEADLINES, SENTENCE CASE – HUSQVARNA GOTHIC BOLD

TAKE ADVANTAGE OF OUR EXPERTISE Stripe white Text Husqvarna CP Grey, letter spacing -5 Object opacity 90%

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

Take advantage of our expertise.

BODY COPY, SENTENCE CASE – HUSQVARNA GOTHIC LIGHT ALT REGULAR Alway use sentence case. Metric kerning. Letter spacing 0 to +10 depending on size, colour and background.

Vo cume niu intrum pro cri patentea vid ma, se forarenamdie nonfitem came fec in intemen atabut ac ocum detiu mur, comnemnit; ium senihinensul convolique aucidea oc tam sendacivem ut facris.

Vo cume niu intrum pro cri patentea vid ma, se forarenamdie nonfitem came fec in intemen quem aper es li publis es sulos detiu mur, comnemnit; ium senihinensul convolique aucidea.

COMMUNICATION STRATEGY

TAKE ADVANTAGE OF OUR EXPERTISE

Use full stop in sentence case headlines. Metric kerning. Letter spacing 0.

The white and grey stripes can also be combined like this.

NUMBERS – BODY COPY

NUMBERS – TABULAR LINING

Standard numbers.

Choose “Tabular lining” under Open Type features.

1234567890

1234567890 TYPOGRAPHY 28

ADDITIONAL WEB TYPEFACES In all digital communication that requires typefaces installed on the user’s computer, we use Trade Gothic.

This is the case on the website and mobile website. If possible we use the corporate typefaces in digital communication when the typefaces are embedded in the file. This applies for external banners in .gif or .swf format, as well as films and rich media applications.

TRADE GOTHIC ROMAN

TRADE GOTHIC BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

TYPOGRAPHY 29

HUSQVARNA GROUP TYPEFACES Working with several brands gives us the need to have an overall look in certain areas.

This typography is only to be used for the applications presented in this manual.

CORRESPONDENCE For all our stationery we use Husqvarna Group’s corporate typeface Avenir. Here we show only the weights needed.

POWERPOINT AND E-MAIL

AVENIR 35 LIGHT

AVENIR 65 MEDIUM

AVENIR 85 HEAVY

abc ABC

abc ABC

ARIAL REGULAR ITALIC

ARIAL BOLD ITALIC

abc ABC

abc ABC

ARIAL REGULAR

ARIAL BOLD

abc ABC

abc ABC abc ABC

ABCDEFGHIJKLMNOPQRSTU VWXYZ?!{&}@£$¥123456789(0) abcdefghijklmnopqrstuvwxyz

Arial is Husqvarna Group’s typeface for Powerpoint presentations and e-mail signatures. Arial is a standard typeface available on all computers.

ABCDEFGHIJKLMNOPQRSTU VWXYZ?!{&}@£$¥123456789(0) abcdefghijklmnopqrstuvwxyz

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

AVENIR 55 ROMAN

ABCDEFGHIJKLMNOPQRSTU VWXYZ?!{&}@£$¥123456789(0) abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTU VWXYZ?!{&}@£$¥123456789(0) abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTU VWXYZ?!{&}@£$¥123456789(0) abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTU VWXYZ?!{&}@£$¥123456789(0) abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTU VWXYZ?!{&}@£$¥123456789(0) abcdefghijklmnopqrstuvwxyz

abc ABC

ABCDEFGHIJKLMNOPQRSTU VWXYZ?!{&}@£$¥123456789(0) abcdefghijklmnopqrstuvwxyz

TYPOGRAPHY 30

GRAPHIC ELEMENTS

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

Graphical elements show relationships and hierarchy and include things like icons, backgrounds, separators, borders and patterns. They are used to strengthen the visual appeal and expressing the brand, as well as guiding or instructing the reader or the user.

GRAPHIC ELEMENTS 31

GRAPHIC OBJECTS

“Construction Global Marketing” on Connect

Templates

The most common graphical objects we use in our visual design are the new /offer arrows, background images and different forms of infographics. Don’t use graphical objects not included in these guidelines.

SOFF-CUT 4200

OFFER

SOFF-CUT 4000

[mm]

30 mm

70 mm

76 mm

AVERAGE SIZE OF POUR

> 00 20 m²

[m²]

NEW

SOFF-CUT 150

38 mm

MAX CUTTING DEPTH

OFFER

SOFF-CUT 2000

20

< 0 100 m²

00 20 0- m²

> 00 20 m²

100

17 kW 15 kW

NEW

POWER [kW]

10

6.5 kW 3.3 kW

0

PRODUCTION RATES* [m /min]

2 –3 m /min 5 4.6 –7.6 m /min 6 – 9 m /min

6 – 9 m /min

10

NEW/OFFER The arrow should always point at the product and should only be used to highlight a new product, or to highlight an offer. Resize without changing the angle of the arrow.

INFOGRAPHICS Infographics are a great way of simplifying and visualizing data, numbers and information in a more appealing and interesting way. Follow the style in the examples above when designing infographics.

Box in Husqvarna CP Grey Text white, letter spacing +10 Object opacity 90% Box in white Text Husqvarna CP Grey, letter spacing -5 Object opacity 90%

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

BACKGROUND IMAGES Texture images of high quality can be used as backgrounds, such as light and dark concrete or brushed metal.

GRAPHIC ELEMENTS 32

ICONS

APP ICONS

An icon is a picture or a graphic representation of something like an action, entity, function, topic, programme or category. They are used in print when appropriate, but perhaps more often in interactive or digital contexts.

UPCARE

UPTOOL SERVICE MECHANIC EDITION

UPTOOL SALESMAN EDITION

UPTOOL SERVICE MANAGER EDITION

UPTOOL FLEET MANAGER EDITION

UPTOOL SERVICE MECHANIC EDITION

UPSERVICES ICONS

PRODUCT ICONS

GENERAL ICONS

support.husqvarnacp.com

Image bank

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

LOGOTYPES 33

Our imagery plays an important role in our communication. It gives a sense of the brand, supports and enhances the brand idea, conveys quality, originality and a clear message. Husqvarna Construction Products’ images should reflect the brand keywords, show active presence with the user on site, be both close up images and environments, show product efficiency and customer satisfaction. This section explains our different image categories, their appearance and what they are used for. Photo shoots should be handled by Central Marketing Communications. For any special local needs please contact the Central Marketing Communications team.

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

PHOTO & IMAGERY PHOTO AND IMAGERY 34

HANDLING THE IMAGES Images should have the right colour settings, which should be handled by a professional pre-press company.

Only centrally approved images are allowed to be used in marketing material for the Husqvarna brand. Those images are available in the image bank and can be accessed through the support site.

TONE OF MARKETING COMMUNICATION IMAGES All images used in marketing communication should have a blue and/or muted colour tone set in a cold temperature.

PEOPLE IN THE IMAGES If you have customers/people in the picture, make sure they sign an agreement to be able to use the pictures externally from a legal perspective.

IMAGES USED OUTSIDE HUSQVARNA If the images are to be used outside our organization please consider this: –– Contact the central marcom department for authorization before using any images –– The images should be used with respect for the brand –– The cropping is important –– Don’t distort or retouch the image, and don’t change the colours –– It’s not allowed to use the images without marking it with “Copyright © 2016 Husqvarna AB (publ).”

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

PHOTO AND IMAGERY 35

PRODUCT SEGMENT START WIDE FORMAT The wide format and special tonality create a unique atmosphere, conveying a touch of class. The product and user are shown in a natural, authentic environment. The main objective is to reflect and communicate the brand values. With an image style that is classic and free from trends and individual product campaigns, we create a genuine feeling, full of depth and pride. User and machine are in focus and the machine is running.

THE IMAGE SHOULD FULFILL THESE CRITERIA: –– Sharp focus all over the products or user –– Long focus depth –– The product should be in action –– The product should be operated by a real professional –– The environment should be authentic

HANDLING OF THE MACHINES –– Make sure that the operator always uses the correct safety gear –– Make sure that the operator uses the equipment in a safe way according to what is described in the OM

support.husqvarnacp.com

Image bank

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

PHOTO AND IMAGERY 36

PRODUCT ACTION STANDARD FORMAT A closer-up format with somewhat lower photo angle that adds a dynamic feeling to the images. The product and user are shown in their natural, authentic environment. The main objective here is to show product efficiency, applications and features / benefits.

Focusing on the user, the tool and the machine. Images show typical applications.

THE IMAGE SHOULD FULFILL THESE CRITERIA: –– Sharp focus all over the products or user –– Show the operator at work, either setting up or running the machine –– The product should be operated by a real professional –– The environment should be authentic

HANDLING OF THE MACHINES –– Make sure that the operator always uses the correct safety gear –– Make sure that the operator uses the equipment in a safe way according to what is described in the OM

support.husqvarnacp.com

Image bank

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

PHOTO AND IMAGERY 37

PRODUCT STUDIO STUDIO IMAGE OF PRODUCT Shows the product in the most natural way. By portraying all our products unique designs with a high standard studio image, we create an overall clean, descriptive expression. The images can be cropped to emphasize a visually strong area of an object /product.

THE IMAGE SHOULD FULFILL THESE CRITERIA: –– Sharp focus all over the objects –– Only straight-on angles: side view, front view, top view –– Natural light –– Use of white background –– The images should be masked and saved with a transparent background in DAM

support.husqvarnacp.com

Image bank

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

PHOTO AND IMAGERY 38

PRODUCT FEATURE STUDIO IMAGE OF PRODUCT DETAIL OR FEATURE Close up studio image that shows product details or features. Focus on technical solutions /product details or the consequence of a feature. Moving parts are illustrated with semitransparency.

THE IMAGE SHOULD FULFILL THESE CRITERIA: –– Sharp focus all over the objects –– Natural light –– Use of white or black background –– The images should be masked and saved with a transparent background in DAM

support.husqvarnacp.com

Image bank

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

PHOTO AND IMAGERY 39

DIAMOND TOOLS SEGMENT START Images that represent the diamond tools of each product segment. The product and user are shown in their natural, authentic environment. The main objective here is to show the diamond tool.

–– Focus on the tools segments –– A presence of the machine –– A presence of the operator –– The segments should always be in focus and visible –– At least one for every product segment

support.husqvarnacp.com

Image bank

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

PHOTO AND IMAGERY 40

PROUD PROFESSIONALS Proud professionals is our way of portraying real professionals at work.

–– Actual worksite location –– Focus on the professional – not the machine –– Professionals not in work –– Looking straight into the camera –– Only real professionals –– Proper protective equipment

support.husqvarnacp.com

Image bank

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

PHOTO AND IMAGERY 41

SERVICE SEGMENT START SERVICE TECHNICIAN AND PRODUCT Shows the service technician taking a break when working on a product or a tool. Looking into the camera.

THE IMAGE SHOULD FULFIL THESE CRITERIA: –– Short focus depth with focus on the service technician –– The environment should be authentic –– The service technician should wear the right clothes, as described in the clothes section (se page 90)

support.husqvarnacp.com

Image bank

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

PHOTO AND IMAGERY 42

SERVICE ACTION SERVICE TECHNICIAN IN ACTION Shows the service technician working on a product or a tool. Focus on the work at hand.

THE IMAGE SHOULD FULFIL THESE CRITERIA: –– Short focus depth with focus on the service technician or the hand / tool –– The environment should be authentic –– The service technician should wear the right clothes, as described in the clothes section (see page 90)

support.husqvarnacp.com

Image bank

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

PHOTO AND IMAGERY 43

SERVICE FEATURE IMAGE VISUALIZING THE SERVICE PROCESS The style is more documentary, but still with the same grading as the rest of the action images that are used for external marketing.

support.husqvarnacp.com

Image bank

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

PHOTO AND IMAGERY 44

PRODUCT COMMUNICATION ILLUSTRATIONS Focus on a technical solution /product detail on, or inside, the product. Pictures showing applications or product handling.

INSTRUCTIVE IMAGES Instructive images showing how to use or maintain the machine. Could be illustrations or pictures, or a combination of both.

THE ILLUSTRATION / IMAGES SHOULD FULFILL THESE CRITERIA: –– Clear and simple professional illustrations –– Mainly black and white –– Images should have sharp focus with natural light –– Use of white background

support.husqvarnacp.com

Image bank

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

PHOTO AND IMAGERY 45

PRODUCT COMMUNICATION PACKAGE IMAGES Our images for packages are premium studio images showing the products in the most attractive light and angles. Combined with an overall attractive design of the packages, the images not only guide the customer but also strengthen the brand.

–– The diamond tools shown in these pictures should be without labels –– Packaging design is handled by Central Marketing Communications

support.husqvarnacp.com

Image bank

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

PHOTO AND IMAGERY 46

PRODUCT COMMUNICATION DESIGN IMAGES Studio images of diamond tools. Shoot against a black background.

support.husqvarnacp.com

Image bank

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

PHOTO AND IMAGERY 47

EDITORIAL IMAGES For case stories, feature articles and customer testimonials, It’s key that the images convey a sense of authenticity, It’s less important that the photo quality meets the highest professional standards.

–– It is good to leave room around the person /machine and get more in the picture –– Use as high resolution as possible when taking pictures –– If you have a system camera please set it to capture both jpg and RAW format –– Please make sure your images are sharp and preferably not too dark

CASE STORIES The location should be the customer’s worksite or office.

The series of images should cover the actual application, the challenges to overcome, the Husqvarna equipment being used (if possible in action) and the person being interviewed.

–– Try to include people /operators in the photos – it makes the story more alive –– Make sure that the operator always uses the correct safety gear according to the OM –– Make sure that the operator uses the equipment in a safe way according to what is described in the OM –– Try to make the people look proud, content and somewhat happy –– Avoid showing competitor products in the same picture as our products –– If you have customers/people in the picture, make sure they sign an agreement to be able to use the pictures externally from a legal perspective

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

PHOTO AND IMAGERY 48

Every facet of our communication should be a message carrier in itself. It should stimulate interest and deliver its message by way of a unique creativity, without compromizing the brand’s core values or blurring the identity.

Finding this balance is difficult, but it’s vital for creating efficient communication. Message and content can vary in our materials, but because they share the same graphic platform, the customer’s awareness of our brand is strengthened. The purpose of this chapter is to facilitate the production of different types of printed materials and to secure a consistent, global brand image.

UNITING THE ELEMENTS INTO PRINTED MATERIAL BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS PRODUCTS

PRINTED MATERIAL 49

ADS How we present our brand in advertisements is very important since it is linked to our brand image.

These examples should be viewed as a guide towards achieving a uniform impression without restricting the need for flexibility.

FULL RANGE AND PRODUCT CATEGORY ADS Communication for people in the target group who have started their buying process and are looking for information.

The content should convince the reader and offer comprehensive information about features and benefits.

These ads can focus on the full range, or on one product category, such as drilling for example. They describe general category benefits.

THE DIFFERENCE BAUMA 2016

LEAVE BAUMA 2016 WITH A DIFFERENT FEELING! HUSQVARNA AT BAUMA

Our total approach to your workday is expressed in the way we design our products

Bauma exhibition 11 – 17 April, New Munich Trade Fair Centre, Munich

and systems, always with the operator in focus. We believe in making you work more efficiently, effortlessly and safely, where others strive for brute force.

Outdoor stand Area 0A1 no 11 and 13

experience of the newest Husqvarna products and systems. You will feel

Indoor stand Hall A1 236

the difference.

CLASS-LEADING PRODUCTIVITY JUST GOT A LITTLE SLIMMER

Visit us at Bauma 2016 for a hands-on

See you in Munich!

bauma.de

husqvarnacp.com

husqvarnacp.com Copyright © 2016 Husqvarna AB (publ.) All rights reserved. Husqvarna is a registered trademark of Husqvarna AB (publ.)

PRODUCT-SPECIFIC ADS These ads are also for people in the target group who have started their buying process and are looking for more information. And just like the product category ads they should convince the reader and offer comprehensive information about features and benefits.

The product-specific ads focus on one single model.

They describe the product and its benefits in a way that is simple and easy to understand. These ads could also contain product pictures or captions with user benefits.

FLOOR GRINDING SHOULD ALWAYS BE THIS EASY Husqvarna PG 450 is a highly versatile 1-phase grinder, capabale of doing all floor grinding and polishing applications in small as well as large areas.

NEW!

The DC 3000 is a versatile dust collector compatible with Husqvarna’s compact grinding machines PG 450 and PG 400.

At Husqvarna, we always focus on the user when developing our products.

So we made our range of compact floor grinders easy to use and transport, and with several smart features that save both time and labour. PG 450 with planetary drive, PG 400 with powerful 3-phase motor and PG 280 with edge grinding function are all sturdy, easy-to-use machines that produce results you can be proud of. Ask for them at your local dealer!

PG 450

“Construction Global Marketing” on Connect

PG 400

The new Husqvarna PG 680 RC is our latest remote-controlled, self-propelled concrete floor grinder with Dual Drive Technology™. The 680 mm grinding width is slim enough to enter through normal door openings. With the RC version of PG 680 you work much more efficiently, since you don't need to stop the machine to apply HiPERFLOOR chemicals, prepare the next set of tools and adjust electric cables and vacuum hoses.

The unique oscillation function helps you produce an even flatter floor for an astonishing end-result. For more information, visit our website or contact your Husqvarna representative today!

HUSQVARNA PG 680 RC Power Rated current Voltage Power supply Grinding width Grinding pressure total Weight

13 kW 28 A 380– 440 V 3-phase 680 mm 275 kg 500 kg

PG 280

husqvarnacp.com

husqvarnacp.com

Copyright © 2016 Husqvarna AB (publ.) All rights reserved. Husqvarna is a registered trademark of Husqvarna AB (publ.)

Scan the tag to see a video about the oscillation function!

Copyright © 2016 Husqvarna AB (publ.) All rights reserved. Husqvarna is a registered trademark of Husqvarna AB (publ.)

Ads

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

PRINTED MATERIAL 50

53 mm

ADS MEASUREMENTS

A4 – 210 × 297 MM

Use these basic measurements to ensure and maintain a consistent look. When another format is used, scale the content proportionally and adjust for the same feel.

LOGOTYPE The logotype must always be located in the same position and with the correct distance to the top and the right-hand edge of the ad. Always use the portrait version of the logotype.

IMAGES The focus of the image should always be on what is most interesting. If the image has to be cropped, try to find a balance between the product and the surroundings, since the surroundings are important in accentuating the product.

Max 40 mm “Construction Global Marketing” on Connect

6 mm

husqvarnacp.com

Templates

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

Copyright © 2016 Husqvarna AB (publ.) All rights reserved. Husqvarna is a registered trademark of Husqvarna AB (publ.)

Min 30 mm

PRINTED MATERIAL 51

COVERS A uniform cover design is vital and on the other hand the inset can vary a lot, depending on content. But of course it should be consistent with the Husqvarna brand typography. You can download templates or examples of prior brochures and see how they are made. You can also use the basic measurements found on next page for basic brochure covers.

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

PRINTED MATERIAL 52

53 mm

COVERS MEASUREMENTS

A4 – 210 × 297 mm

Use these basic measurements to ensure and maintain a consistent look. When another format is used scale the content proportionally and adjust for the same feel.

LOGOTYPE The logotype must always be located in the same position and with the correct distance to the top and the right-hand edge of the cover. Always use the portrait version of the logotype at the front and the landscape logotype at the back.

IMAGES The focus of the image should always be on what is most interesting, and this is also placed on the front page. Try to find a balance between the product and the surroundings, since the surroundings are important in accentuating the product.

63 mm

husqvarnacp.com Copyright © 2016 Husqvarna AB (publ). All rights reserved. Husqvarna and other product and feature marks are trademarks of the Husqvarna Group as displayed at www.international.husqvarna.com We reserve the right to make changes in technology and specifications without prior notice.

Max 50 mm

“Construction Global Marketing” on Connect husqvarnacp.com

Templates

TITLE TEXT

Min 40 mm

CONSTRUCTION PRODUCTS

Copyright © 2016 Husqvarna AB (publ). All rights reserved. Husqvarna and other product and feature marks are trademarks of the Husqvarna Group as displayed at www.international.husqvarna.com We reserve the right to make changes in technology and specifications without prior notice.

13 mm

15 mm BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

PRINTED MATERIAL 53

POSTERS A consistent look is important, also when it comes to our posters.

ACTION POSTERS Posters with environmental pictures that cover different product areas. The main job of these posters is to decorate shops, exhibitions or offices. Portrait format 50 × 70 cm and landscape format 100 × 70 cm.

PRODUCT POSTERS

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husqvarnacp.com

Equipment and tool posters that show the complete product range. Landscape format 100 × 70 cm.

husqvarnacp.com

husqvarnacp.com

husqvarnacp.com

“Construction Global Marketing” on Connect

Posters husqvarnacp.com

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

PRINTED MATERIAL 54

POSTERS MEASUREMENTS

150 mm

1000 × 700 mm

125 mm

700 × 500 mm

Use these basic measurements for posters to ensure and maintain a consistent look, or download templates. When a format is not available as a template, scale the content proportionally and adjust for the same feel.

LOGOTYPE The logotype must always be located in the same position and with the correct distance to the top and the right-hand edge of the poster. Always use the portrait version of the logotype.

ACTION IMAGE

husqvarnacp.com

The focus of the image should always be on what is most interesting. Try to find a balance between the product and the surroundings, since the surroundings are important in accentuating the product. The image should always be rectangular and bleed.

73 mm

500 × 700 mm

WEB ADDRESS The footer is optional. Typeset in Husqvarna Gothic Bold, lowercase.

50 mm

husqvarnacp.com

“Construction Global Marketing” on Connect

Templates 700 × 500 mm BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

PRINTED MATERIAL 55

BANNER STANDS Banner stands are a cost-effective way of getting your message across in a big way. Perfect for events and large campaigns. The banner stand layout can be environments, products or just our logotype.

WEB SHOP Banner stands can be purchased on the support site.

CREATING VALUE BY PROVIDING YOU WITH A COMPLETE PACKAGE

RESTORATION OF CONCRETE IS MADE EASIER WITH HUSQVARNA husqvarnacp.com

husqvarnacp.com “Construction Global Marketing” on Connect husqvarnacp.com

Banner stands

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

PRINTED MATERIAL 56

300 mm

BANNER STANDS MEASUREMENTS

800 × 2000 mm

Use these basic measurements of a banner stand (80 × 200 cm) to ensure and maintain a consistent look. When another format is used, scale the content proportionally and adjust for the same feel.

LOGOTYPE The logotype must always be located in the same position and with the correct distance to the top and the right-hand edge of the banner stand. Always use the portrait version of the logotype.

ACTION IMAGE The focus of the image should always be on what is most interesting. The images can and should be cropped tight to make an interesting balance to the format of the bannerstand.

The image should always be rectangular and bleed.

PRODUCT IMAGE The product images can and should be cropped tight to make an interesting balance to the format of the bannerstand.

The product should always be placed on a white background.

WEB ADDRESS Typeset in Husqvarna Gothic Bold, lowercase.

“Construction Global Marketing” on Connect

husqvarnacp.com 40 mm

Templates

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

PRINTED MATERIAL 57

A CONSISTENT DIGITAL APPROACH The the way we communicate is changing. Digital marketing doesn’t exist anymore – it’s just marketing in a digital world. In this era, it’s extremely important to ensure consistency, since there are many competitive brands that are struggling to be seen and to be remembered. However, a digital presence involves more than the official website. Therefore it is also important to interpret the brand guidelines into other digital channels, such as Facebook and YouTube, and to always have the leading search engines’ requirements in mind. This chapter covers the most important channels, and what’s important to have in mind when speaking the Husqvarna language in the digital world.

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

ONLINE 58

WEBSITE The main purpose of the Husqvarna Construction website is to create a professional knowledge base for our target groups. The website shall communicate the full potential of the product range, focus on sales, and help users find the right product for their jobs. Since the majority of our customers are researching products and services online, it is important that the contents of the website are visible in search engines such as Google.

ED P O L EVE OPE D E B EL E O V T E P D SIGN TO BE EVELO E D ED ESIGN O BE D VELOP P O VEL PED D SIGN T BE DE E D BE EVELO ED DE GN TO O T IGN TO BE D VELOP ED DESI S E ED D ESIGN O BE DE VELOP P O VEL PED D SIGN T BE DE E D BE EVELO ED DE GN TO O T D ELOP N SI E E G I B D S D DE SIGN TO BE DEV ELOPED E P ELO ED DE IGN TO E DEV V E E D VELOP D DES N TO B B O T E E G IGN TO BE D VELOP ED DESI S E DE ELOP D D SIGN E E B P O VEL PED DE SIGN TO BE DEV E D BE EVELO ED DE GN TO O T P D N SI ESIG N TO BE DEVELO PED DE E LO IG DES GN TO B E DEVE I DES GN TO B I DES BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

ONLINE 59

ONLINE ADVERTISING

STARTPAGE / BILLBOARD

Advertising online is done in either owned media (such as the website) or paid media (banners and search advertising).

OWNED MEDIA On the website the formats that we use are Startpage Billboard, Promobox and menu-ad. The website should always be up to date and hold all the latest campaigns. The first page of a local website is the page that most of our users visit, and is therefore an important display window.

O BE T N SIG PED D E D ED EVELO OP P O L VE O BE D DEVEL E E D BE IGN T TO BE E DEV O T MENU AD N D DES SIGN G OB I T S E E E N ED D EVELOP OPED D D DESIG P O VEL O BE D DEVEL ELOPE E D BE IGN T TO BE E DEV O T IGN ED DES ESIGN N TO B S E D D VELOP PED D DESIG E P O VEL O BE DE DEVELO ELOPED E D BE IGN T TO BE E DEV O T IGN ED DES ESIGN N TO B S E D ELOP D D DESIG E P V O DE EVEL PED O L D E BE E DEV TO B PROMOBOX

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

VIDEO PROMOBOX

ONLINE 60

ONLINE ADVERTISING BANNERS Banners are in general not great traffic drivers to the public website, but they can still be effective in some cases. Use highly creative banners for brand awareness (big formats and good placement), and use banners to promote relevant and great offers.

LEADERBOARD SKYSCRAPER

SEARCH ADVERTISING Adwords are in general great traffic drivers to the public website. Just pay for clicks. For more information and directives see the “PPC How-to” from Digital Media.

RECTANGLE

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

ONLINE 61

SOCIAL MEDIA Other channels for the Husqvarna Construction brand to relate to; FACEBOOK Our Facebook channel is a forum where people can ask questions, get advice and where brand fans can share their enthusiasm and get encouraged by Husqvarna Construction.

Make sure that tone of voice reflects the brand and always answer user enquiries and questions.

YOUTUBE When adding material to YouTube, make sure to always tag and name the videos correctly. Have basic YouTube and Google SEO in mind. Also try to embed this material on site.

The videos can also be promoted with In-Search Ads. You are not allowed to publish anything on YouTube without approval from Central Marketing Communications.

LOCAL CHANNELS Local YouTube and Facebook channels are not allowed at this stage. Local content can be posted on the global channels by contacting Central Marketing Communications.

“Construction Global Marketing” on Connect

Social media policy

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

ONLINE 62

E-NEWSLETTER E-newsletters should be focused and have a clear message. Always keep them short with clear call to actions, preferably after each section. The subject line should also be short and to the point. Always try to collect e-mail addresses and remember that you need to have your customer’s permission before you add him/her to your send list/s.

THIS IS OUR NEW POWER CUTTER

SOME GENERAL ADVISE: –– Work with your recipient lists – know what you are sending to whom –– Always include value for the customer –– Dare to be personal –– Look at statistics and learn what works –– Check your local legal e-mail marketing regulations –– When including a case story with photos, please make sure that the operator is using the product in the correct way and that he/she has the required safety gear

www.anpdm.com

Templates

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

ONLINE 63

DIGITAL MAGAZINES Interactive publications, such as tablet magazines and interactive user guides, represent great opportunities to enhance the Husqvarna brand experience. When designing and producing such assets, it is important to take into account all the aspects of a consistent brand identity that we mention in the guidelines – tone of voice, tone of interaction, graphic design and imagery.

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

ONLINE 64

APPLICATIONS The idea of digital applications is most often to help the user in different ways. That’s why design in applications is all about functionality and intuitive interfaces.

FOCUS Avoid squeezing in to many things in the same context or application. Focus on solving one problem at the time.

LESS IS MORE Apply a clean, flat, and simple graphical style.

White space is your friend.

INTUITIVE INTERACTION Purpose driven and user-oriented interface design is fundamental. Follow conventional design patterns.

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

ONLINE 65

VIDEO & MUSIC Video and music, and especially in combination, are powerful tools for effective communication. The tempo and the style of music set the mood and express the brand personality, as well as the choice of transitions and cutting tempo in video productions.

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

AUDIO VISUALS 66

VIDEO Video is becoming as ubiquitous as still photography used to be, and is increasingly being used as a stand-alone production or as an aid to show how our products work. Video is also a method for sharing events, seminars and demonstrations.

Video material made publicly available should be branded properly so its provenance is clear, and permission from participants and contributors should be documented.

QUALITY

CUTTING TEMPO

GRADING

INTROS/OUTROS

Premium quality is the number one guideline for video and film; exceptions can be made for certain editorial videos or in rare cases.

This applies to both technical (resolution, codec, bitrate etc.) and production quality including sound.

Always optimize the technical quality for the distribution channel.

The tempo of the production should never be stressed. When background music is present, be sure to match the beat.

The video should have the same type of grading as our images.

Use a cooler colour tone, and let the orange in the products be the one colour that stands out. All other colours should be toned down.

Intros and outros should always be used. Use fade-in intros.

Outros should always end with the Husqvarna Construction Products logotype and then fade-out.

TRANSITIONS

SOUND

SPEAKER

TEXT

Even the type of transitions used communicates the brand personality.

That’s why we only use straight cuts or fades /crossfades. Don’t use wipes, irises or other effect-like transitions.

Use sound sparingly and never as an effect. Environment sounds should only be used to create a subtle background atmosphere.

Use international English speakers without any distinct accent – male or female. The voice should sound level-headed, trustworthy, comfortable yet interesting – never bold, comical or intrusive.

When using text in video, use the same guidelines as for print. It’s important to consider the readability of the text presented because many people view videos in their mobile devices today. Introduce texts directly, or with fade in (then fade out) - never with swirls, wipes etc.

Never use text as an effect. And make sure the audience has time to read the text without stress.

www.youtube.com/husqvarnaCP

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

AUDIO VISUALS 67

MUSIC Music plays an important role in how we perceive the brand. In most productions, music should play a supporting role; it should never dominate.

In instructional productions, the music should always be mixed in with the background sounds, and there should never be any problem hearing what the speaker says.

TEMPO

ORIGINALITY

GENRES

VOCALS

Choose tempo depending on usage.

The feel of the music should never be stressed, and the beat should never dominate. When there is a defined beat, choose music around 75 bpm. Otherwise choose a tempo at the low end of 120 bpm, in the interval between 110–125 bpm.

Use original music only. Stay away from covers and sound-alikes.

Good examples of genres are pop, ambient, electronic, indie, folk and similar.

Most of the music should be instrumental, but when we create emotional productions, the use of vocals might be required. Don’t use vocal productions where the music isn’t the main moodsetter, or where a speaker is present.

Music that represents the brand personality should have a style that can be associated with one or more of the following characteristics: –– Modern –– Light, airy –– Electronic-based –– Clean –– Composed –– Emotional

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

AUDIO VISUALS 68

CORRESPONDING WITH GUIDELINES Business stationery is an important carrier of information relating to the identity of Husqvarna. It informs the recipient of the company name and relevant contact details. All of our stationery – letterheads, envelopes, and business cards must maintain a consistent appearance. The core principle is that the logotype is printed in Husqvarna Group blue, and has the same size on all stationery.

You’ll find more details on the following pages.

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

CORRESPONDENCE 69

Direct: +46 8 738 66 70 Direct: +46 8 738 66 70 Mobile: +46 70 347 94 61 Mobile: +46 70 347 94 61 Switchboard: +46 8 738 64 00 Business cards for Sweden Switchboard: +46 8 738 64 00 anders.svensson@husqvarnagroup.com anders.svensson@husqvarnagroup.com www. husqvarnacp.com anders.svensson@husqvarnagroup.com husqvarnacp.com www.husqvarnacp.com youwww. need to print them

hould order your business +46 8 738 66 70 cards through our Intranet. ThereDirect: are predefined Mobile: +46 70 347 94 61 Intranet. There are predefined templates.

Switchboard: +46 8 738 64 00

Stationery.

Direct: +46 8 738 66 70 Mobile: +46 70 347 94 61 Switchboard: +46 8 738 64 00 Business anders.svensson@husqvarnagroup.com www.husqvarnacp.com

cards outside Sweden

For countries outside Europe de Europe you need to print them Follow the design shown to the right and the locally. The guidelines are mandatory.

HUSQVARNA LOGO nes are mandatory. specifications presented in thisHUSQVARNA column asLOGO often Business cards GROUP for Sweden Business Anders Svensson Anders Svensson as possible. If there is not enough space for the Communications Manager Communications Manager Typography information, try to decrease the top and bottom Corporate Communications & IR Corporate Communications & IR Name: Avenirshown Heavyto65 Bold 8.5/8 p specifications Follow the design the right and the Follow the design shown to the right and the avy 65 Bold 8.5/8 p margins, or the font size.

Title: Avenir specifications presented in this column as often Husqvarna Belgium SA Husqvarna AB presented in this Light column7/8 as pclose as possible. If there is 7/8 p An Anders Svensson Anders Svensson Anders Svensson Construction Address: Avenir Light 7/8 p Construction Products as possible.

If there is not enough space for Products the Anders Svensson Anders Svensson Com Communications Manager Communications Manager ght 7/8 p not enough space for the information, tryFor Communications Manager sales people that work with both Husqvarna och PO Box 7454, SE-103 92 Stockholm PO Box 7454, SE-103 92 Stockholm to decrease the Communications Manager Communications Manager All text in black color information, try to decrease the top and bottom Cor Corporate Communications & IR Corporate Communications & IR Corporate Communications & IR Sweden Sweden olor Diamant Boart you should use Husqvarna Group as Corporate Communications & IR Corporate Communications & IR Visiting address: Regeringsgatan 28 Visiting address: Regeringsgatan 28 between adress andfont phone 2 pyou topSpace and bottom margins, or the size.number: For Europe margins, or the font size. ress and phone number: 2 p and on the backside you have the Direct: +46 8 738 66 70 Direct: +46 8 738 66 70 Husqvarna Belgium SA Hu Husqvarna AB Husqvarna AB logotypes Space between mobile and e-mail:logotype, 1 psupport Husqvarna Belgium SA61 should the Husqvarna AB site.

Mobile: +46 70 347 94 Mobile: +46 70 347 94 61 obile and e-mail: 1order p your business cards throughfor Construction Products Construction Products Construction Products Con Diamant Boart and Husqvarna.

Construction Products Construction Products Switchboard: +46 8 738 64 00 Switchboard: +46 8 738 64 00 For sales that work with both Husqvarna och POPO Box 7454, SE-103 9292 Stockholm PO Box 7454,people SE-103 92 Stockholm Box 7454, SE-103 Stockholm PO PO Box 7454, SE-103 92 Stockholm PO Box 7454, SE-103 92 Stockholm There are predefined templates.

For countries outside anders.svensson@husqvarnagroup.com anders.svensson@husqvarnagroup.com Sweden Sweden Sweden Swe Color Diamant Boart you should use Husqvarna Group as Sweden Sweden www.husqvarnacp.com www.husqvarnacp.com Visiting address: Regeringsgatan 28 Visiting address: Regeringsgatan 28 Visiting address: Regeringsgatan 28 Visi For administration people you only need to have the Visiting address: Regeringsgatan 28 Visiting address: Regeringsgatan 28 Europe you need to print them locally. guidelines Logotype: Husqvarna blue.

Text:The Black logotype, and on the backside you have the logotypes Direct: +46 8 738 66 70 Direct: +46 8 738 66 70 Direct: +46 8 738 66 70 Dire arna blue. Text: Black Husqvarna Group logotype and a blank backside.

Direct: +46 8 738 66 70 Mobile: +46 7070 347 9494 6161 Mobile: +46 70 347 94 61 and Husqvarna.Direct: +46 8 738 66 70 Mobile: +46 347 Mo for Diamant Boart are mandatory.

Mobile: +46 70 347 94 61 Mobile: +46 70 347 94 61 Switchboard: +46 8 738 6464 0000 Switchboard: +46 8 738 64 00 Switchboard: +46 8 738 Swi Paper Switchboard: +46 8 738 64 00 Switchboard: +46 8 738 64 00 anders.svensson@husqvarnagroup.com anders.svensson@husqvarnagroup.com anders.svensson@husqvarnagroup.com and For Europe you should order your business anders.svensson@husqvarnagroup.com anders.svensson@husqvarnagroup.com www. husqvarnacp.com www.administration husqvarnacp.com www.husqvarnacp.com Munken Polar (Arctic paper) or ww For people you only need to have the www. husqvarnacp.com www. husqvarnacp.com ctic paper) or are predefined TYPOGRAPHY an equally distinct bright white cards through our Intranet. There Husqvarna Group logotype and a blank backside.

85x50 mm bright white uncoated paper withpta semi-mattetemplates.

Name – Avenir Heavy 8.5 / 8 3,35x1,97 inch ith a semi-matte surface.

Titlefinished – Avenir Light 7 / 8 pt For Europe you should order your business For countries outside Europe you need to print them cards through our Intranet. There are predefined Address – Avenir Light 7 / 8 pt 85x50 mm 85x50 mm locally.

The guidelines are mandatory.

Paper weight Dimensions (in mm inches) 85x50 templates.

All text(in in black colour Dimensions inches) 3,35x1,97 inch 3,35x1,97 inch 300 g 4 mm = 0.16” inch 4 mm = 0.16” Space between adress and phone number –3,35x1,97 2Typography pt 5 mm = 0.19” For countries outside Europe you need to print them 5 mm = 0.19” Space between mobile and e-mail 1 pt = 0,75” Name: Avenir Heavy 65 Bold 8.5/8 p 19 –mm locally.

The guidelines are mandatory.

19 mm = 0,75” Title: Avenir Light 7/8 p 25 mm = 0,98” 25 mm = 0,98” Address: Avenir Light 7/8 p COLOUR 27 mm = 1,06” Typography 27 mm = 1,06” All text in black color 50 mm =Black.

1.97” Logotype – Husqvarna Group blue.

Text – Name: Avenir Heavy 65 Bold 8.5/8 p 50 mm = 1.97” Space between adress and phone number: 2 p 85 mm = 3.35” Title: Avenir Light 7/8 p 85 mm = 3.35” www.husqvarnacp.com Space between mobile and e-mail: 1 p Address: Avenir www.husqvarnacp.com Light 7/8 p PAPER Back side black print All text in black color Back side black print Munken Polar (Arctic Paper) or an equally distinct bright white Color QR Code is centered on the format Space between adress and phone number: 2 p QR Code is centered on the format Logotype: Husqvarna Group blue. Text: Black uncoated paper with a semi-matte finished surface.

Weight 300 g.

Space between mobile and e-mail: 1 p

BUSINESS CARDS

Stationery.

Paper Color Munken Polar (Arctic paper) orBack side black print.

85 × 50 mm Logotype: Husqvarna Group blue. Text: Black 4 mm = 0.16" 26.5 mm = 1,04" an equally distinct bright whiteQR Code is centered on the format.

3,35 × 1,97 inch 27 mm = 1,06" 5 mm = 0.19" uncoated paper with a semi-matte Paper 19 mm = 0,75" 50 mm = 1.97" finished surface.

Munken Polar (Arctic paper) or 85 mm = 3.35" 25 mm = 0,98" an equally distinct bright white Paper weight Dimensions (in inches) uncoated paper with a semi-matte 300 g 4 mm =HUSQVARNA 0.16” finished surface.

5 mm =This 0.19” shows how the business card should look for people that work 19 mm =with 0,75’’ only theweight Husqvarna brand.Dimensions (in inches) Paper 26,5 mm = 1,04” “Construction Global Marketing” on Connect 300 g 4 mm = 0.16” 27 mm = 1,06” 5 mm = 0.19” 50 mm = 1.97” 19 mm = 0,75’’ Order business cards 85 mm = 3.35” 26,5 mm = 1,04” 27 mm = 1,06” 50 mm = 1.97” 85 mm = 3.35” | BRAND IDENTITY GUIDELINES v. 2.0 CONSTRUCTION PRODUCTS

DIMENSIONS IN INCHES

Back side blue print.

Back side blue print Logotype is centered.

Logotype is centered

HUSQVARNA AND DIAMANT BOART

85 × 50 mm 3,35 × 1,97 inch

Back side blue print Logotype is centered

Sales people that work with both Husqvarna och Diamant Boart should use the Husqvarna Group logotype, and on the back side you have the logotypes for Husqvarna and Diamant Boart. Officeworkers only need to have the Husqvarna Group logotype and a blank back side.

CORRESPONDENCE 70

CORRESPONDENCE CARDS

6 6

The correspondence cards follow the same design for maximum consistency in the Husqvarna Group corporate stationery programme.

19 mm logotype height (0.75 inches)

TYPOGRAPHY

We refer to the guidelines of Husqvarna group corporate stationery programme.

Name – Avenir Heavy 8.5 / 8 pt Title – Avenir Light 7 / 8 pt Address – Avenir Light 7 / 8 pt All text in black colour Space between address and phone number – 2 pt Space between mobile and e-mail – 1 pt

COLOUR Logotype – Husqvarna Group blue Text – black

PAPER Munken Polar (Arctic Paper) or an equally distinct bright white uncoated paper with a semi-matte finished surface.

PAPER WEIGHT 120 g (glued block) 300 g (single cards)

Name Name

DIMENSIONS IN INCHES

Legal Unit PO Box 1234, 100 00 City Country Visiting address: Streetname 10 Phone +46 8 123 45 67

+46 8 123 45 00 Mobile +46 70 123 45 67 name.name@husqvarnagroup.com www.husqvarnagroup.com

Work Title Operational Unit

6 mm = 0.23" 19 mm = 0.75" 105 mm = 1.97" 148 mm = 3.35"

Legal unit PO Box 1234, 100 00 City Country Visiting address: Streetname 10 Phone +46 8 123 45 00 Mobile +46 8 123 45 67 www.husqvarnagroup.com

6

6

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

PERSONAL VERSION

105 × 148 mm 1.97 × 3.35 inches

NON-PERSONAL ADDRESS VERSION

CORRESPONDENCE 71

LETTERHEADS

12 12

The design of the letterhead relates directly to the business cards but the margins are 12 mm (0.47 inches).

19 mm logotype height (0.75 inches)

TYPOGRAPHY First line – Avenir Heavy 7 / 8 pt All other text – Avenir Light 7 / 8 pt All text in black colour

LINE 0.5 pt black

COLOUR Logotype – Husqvarna Group blue Text – black

PAPER Munken Polar (Arctic Paper) or an equally distinct bright white uncoated paper with a semi-matte finished surface.

2nd sheet letter with logotype only

PAPER WEIGHT 100 –130 g

DIMENSIONS IN INCHES

We refer to the guidelines of Husqvarna group corporate stationery programme.

5 mm = 0.20" 8 mm = 0.31" 12 mm = 0.47" 14 mm = 0.55"

5 Address Legal unit Box 12345 SE-123 45 City Country

Visiting address Streetname 10

Telephone +46 8 123 45 00

Fax +46 8 123 45 67

Reg. No. 123456-0000

Moms/Vat No. 556000533101

Reg. office City Country

The space at the bottom can be increased to fit more information as long as the margins are maintained.

www.husqvarnagroup.com

8 12

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

A4 – 210 × 297 mm US LETTER – 8 1 / 2 × 11 inches

12

CORRESPONDENCE 72

FAX TEMPLATES Always print your fax template on Husqvarna Group letterhead paper. To ensure legibility, even in poor printing circumstances, all text is increased in size.

TYPOGRAPHY Fax headline – Arial bold 24 pt Fax info – Arial regular 8 / 16 pt (capital letters) Fax recipient – Arial regular 12 / 16 pt Text – Arial regular 12 / 16 pt Text format – Flushed left, ragged right, no hyphenation

0

28

80

185

0

28

Fax

40

Name Name Company Co +123 45 67 89 Name Name +46 36 14 65 00 name.name@husqvarnagroup.com July 21, 2012 1

TO: COMPANY: FAX: FROM: TELEPHONE: E-MAIL: DATE: PAGES:

108

We refer to the guidelines of Husqvarna group corporate stationery programme.

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COLOUR Black

DIMENSIONS IN INCHES 28 mm = 1.1" 40 mm = 1.6" 80 mm = 3.1" 108 mm = 4.2" 185 mm = 7.4"

Always use the Husqvarna Group letterhead

Sign off Name Name Title

Address Legal unit Box 12345 SE-123 45 City Country

Visiting address Streetname 10

Telephone +46 8 123 45 00

Fax +46 8 123 45 67

Reg. No. 123456-0000

Moms/Vat No. 556000533101

Reg. office City Country

www.husqvarnagroup.com

A4 – 210 × 297 mm US LETTER – 8 1 / 2 × 11 inches

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

CORRESPONDENCE 73

ENVELOPES The Husqvarna Group envelopes follow the same design principles as all our stationery. However, local variations are accepted since different countries have different standards.

12

19 mm logotype height (0.75 inches)

12

TYPOGRAPHY Name – Avenir Heavy 7 / 8 pt Address – Avenir Light 7 / 8 pt All text in black colour

COLOUR Logotype – Husqvarna Group blue Text – Black

PAPER Munken Polar (Arctic Paper) or an equally distinct bright white uncoated paper with a semi-matte finished surface.

DIMENSIONS IN INCHES 12 mm = 0.47" 19 mm = 0.75"

Legal unit PO Box 1234 100 00 City Country

www.husqvarnagroup.com

12

12

12

Example shown – C4-format. Logotype size and margins also applies to C5 and E65 formats.

12

We refer to the guidelines of Husqvarna group corporate stationery programme.

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

CORRESPONDENCE 74

E-MAIL SIGNATURE For a consistent brand impression, all Husqvarna Group e-mail signatures should follow the same structure.

It is important for the receiver to identify the name, title and company and find the contact details easily.

The disclaimer is optional.

A guide to create the mail footer can be found in our marketing community on Connect.

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Best regards,

Your name Your title

TYPOGRAPHY Name – Arial Bold 10 pt Title – Arial Regular 10 pt Address – Arial Regular 10 pt All text in black colour If you are working with both Husqvarna and Diamant Boart, you should use another e-mail signature with Husqvarna Group, please contact Central Marketing Communications.

Husqvarna Construction Products Adress line 1 Country name.name@husqvarnagroup.com Office phone: +XX YYYYYYYYY Mobile/SMS: +XX YYYYYYYYY www.husqvarnacp.com

The information contained in this email may be confidential and/or legally privileged. It has been sent for the sole use of the intended recipient(s). If the reader of this message is not an intended recipient, you are hereby notified that any unauthorized review, use, disclosure, dissemination, distribution, or copying of this communication, or any of its contents, is strictly prohibited. If you have received this communication in error, please contact the sender by reply email and destroy all copies of the original message.

“Construction Global Marketing” on Connect

Add e-mail signature in Outlook

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

CORRESPONDENCE 75

PR – A PART OF OUR MARKETING MIX

PRESS RELEASE January 2016

Time saving oscillation function.

With the new oscillation function on Husqvarna PG 680 RC, you only need to go over the floor once per grinding step.

Combining advertising with PR in both printed and digital channels, and using these channels in combination, gives us the best opportunity to get our message across.

Through PR in the form of media work we give weight to our message and our values, since they are mediated by the most credible of all channels – the mass media.

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WORKING PROCEDURE FOR PR MATERIAL 1. Press material is produced centrally and is available on Connect for downloading, translation and use.

2. E ach country is responsible for distributing press material on its market, as well as for subsequent contacts with the media.

WHAT TO SEND

New Husqvarna PG 680 RC – with unique oscillation function for greater productivity.

TECHNICAL SPECIFICATIONS Power Voltage Rated current Power supply Grinding width Grinding pressure (total) Grinding disc speed Weight (support wheel included)

Husqvarna can now present a brand new floor grinder – Husqvarna PG 680 RC – with a unique oscillation function. This allows the operator to mimic manual operation movements for higher efficiency and greater productivity. At the same time, PG 680 RC is flexible and fits through a standard door opening.

“From just recently, the oscillation is a new function for all Husqvarna’s remote controlled floor grinders. With it, the user achieves the best possible grinding pattern by adjusting amplitude and frequency.

It also gives a flatter floor by eliminating so called ridges otherwise created between passes. At the same time, the oscillation function saves time for the operator, as you only have to go over the floor once with the machine, instead of using the cross hatching technique”, says Joakim Leff-Hallstein, Global Product Manager Floor Grinding, Husqvarna Construction Products.

Another advantage with oscillation is that you get a broader sweep of the grinder when operating and this reduces ridging on soft floors. The remote control function that comes with PG 680 RC can also be tailored to different surfaces to achieve superior results.

Of course, PG 680 RC comes with a lot of the advantages of the already existing, best in class, PG 820 RC, PG 820 and PG 680.

The fact that the new PG 680 RC has a 680 millimeter grinding width and easily fits through a standard door opening, facilitates the work for the operator a great deal.

“Together with the oscillation function and the remote control, one can reach really high efficiency. And – in the long run – the gain is increased productivity and profit for the user”, says Joakim Leff-Hallstein.

PG 680 RC also comes with Dual Drive Technology™ and is one of the market’s most efficient machines that can be optimised for each application. It is an excellent choice for concrete floor preparation and repair as well as all polishing and grinding applications – both wet and dry. It is also perfect for HiPERFLOOR® concrete floor polishing system.

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Husqvarna Construction’s press material consists mainly of two components: –– Press release / success story –– Photo(s) The press release is the most important thing, and the reason for sending anything at all. Photos increase the chance of publication. Articles or items with photos are also more ­ reader-friendly.

Nihici comnimus eos re volore ex et etur ad eos et explit aut vero volut omnitaquae a alic te re est dollore pedioraectum rehent es apiciant, consect emodipsum aped magnate non res eos adi volor sequid.

13.0 kW 400 V 32 A 3-phase 680 mm 269 kg 250–1100 rpm 498 kg

High efficiency.

The remote control makes PG 680 RC easy to work with. It also fits through a standard door opening, which makes the work process efficient for the user.

Dollore pedioraectum consect rehent es.

Nihici comnimus eos re volore ex et etur ad eos et explit aut vero volut omnitaquae a alic te re est dollore pedioraectum rehent es apiciant, consect emodipsum aped magnate non res eos adi volor sequid.

For more information, please contact: Joakim Leff-Hallstein, Global Product Manager Floor Grinding, Husqvarna Construction Products, email: joakim.leff-hallstein@husqvarnagroup.com, tel: +46 31 94 90 00, +46 727 30 68 01 HUSQVARNA CONSTRUCTION PRODUCTS, part of Husqvarna Group, is a market leader in machines and diamond tools for the construction and stone industries.

The product range includes power cutters, drill motors and drill stands, diamond tools, floor, masonry, wall and wire saws, as well as surface preparation and demolition machines. 2014 Husqvarna Construction had net sales about 3 billion, which is 10% of Husqvarna Groups net sales. Construction Products has 2,000 employees, 9 major factories around the world and is represented in more than 70 countries. Husqvarna is a registered trademark owned by Husqvarna AB (publ).

husqvarnacp.com

Newsroom

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POWERPOINT PRESENTATIONS PowerPoint is an important everyday tool. When making slide presentations you should always use the Husqvarna Construction Products template. This is based on the Husqvarna Group template, altered to suit our brand and needs. You can download it on Connect. If you present whole Husqvarna Construction Products including Diamant Boart and Husqvarna use the Husqvarna Group logotype.

REMEMBER: –– If you want to convey a message that the audience remembers, keep it short and simple –– Use bullets to clarify your message –– Keep the language simple, engaging and personal –– When highlighting an item, avoid mixing bold, italic, underline and colours in one and the same phrase to ensure good readability –– By adding imagery you make the presentation more attractive and interesting –– An image can sometimes illustrate the message better than words –– Never change the template

“Construction Global Marketing” on Connect

Power point templates

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OUR IDENTITY FOLLOWS US EVERYWHERE BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

Facades, signs, clothes, cars and giveaways – they all play an important role in communicating our brand. The logotype on buildings should be visible from distance and guide our customers. Our cars, which are rolling ambassadors of the brand, should convey the brand values and promises to the recipient. Promotional material often has a long life and should mirror who we are. It should reflect the durability and high standards of our own products. More details on the following pages.

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EXHIBITION CONCEPT Exhibitions are an important means of meeting our customers worldwide – it is important to make good contacts and strengthen the brand. It is also essential that all such participation underlines the impression of a uniform Husqvarna. Display stands and other display material, exhibits, etc., can vary due to the size of the event as well as if it is indoors or outdoors, but must be in accordance with the general guidelines.

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

All products displayed at exhibitions should be prepared to a high-quality finish suitable for the occasion and the purpose. Any selection of approved logotypes and product trademarks may be used on a display stand and at exhibitions. Dark blue logotypes on white or silver/grey background.

Material used is concrete laminate and glass to brighten up the booth. New products are highlighted with a blue light on the displays.

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SHOP CONCEPT When a customer enter our shop it should generate a premium brand feeling. It is important that the shop guides the customers to the right product and makes it easy for them to find what they are looking for, as well as to have sales materials such as brochures or product sheets nearby.

A well-arranged shop has the power to strengthen our brand and increase sales.

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

support.husqvarnacp.com

Web shop

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FAÇADE SIGNAGE Logotype signs on buildings should not only ensure visibility from a distance but also guide visitors. The Husqvarna Group blue logotype on silver or grey is optimal for all outdoor environments.

Main logotype placement is the top right corner.

Entrance logotype placement is centred on the door or centred to the right of the door. For façades with a darker surface or wood, the logotype should be mounted on a silver metal plate in line with signage guidelines (see illustration).

Sales companies that represent multiple brands within Husqvarna Group and production units within Husqvarna Construction Products are obliged to display the Husqvarna Group logotype on the façade.

For more information and guidance for designing Customer centres, see the Service User Experience guidelines.

FRONT

SIDE

FOR NARROW SPACES (And on roofs if the portrait version cannot be used) The logotype can be mounted on a metal plate to make it stand out on a dark background or when the facade has an odd colour that you cannot put the logotype on.

“Construction Global Marketing” on Connect

Service User Experience guidelines

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

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SIGNAGE

Reception

The signage system reflects our brand identity. The silver/ metal material is paired with the Husqvarna Group blue logotype and typography. For all outdoor environments the Husqvarna Group blue logotype on silver or grey is optimal due to good visibility as well as considering the dirt resistant factor. The silver grey also represents our industrial heritage.

Service Service A6

LOGOTYPE REGULATIONS Place the logotype centred. Always surrounded with minimum free space.

Meeting rooms

A9

Delivery B2 Test Lab

Delivery

Information

B4

Engineering C4 Finance C9

LOGOTYPE AND TYPE SIZES

Huvudkontor Head office

See illustrations for reference.

For signs including product brand logos, these are pictured in the original product brand colour.

ORIENTATION TABLE

NAVIGATION SIGNS

FREE-STANDING OUTDOOR PILLAR

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COLOUR CODING FACTORY INTERIORS Husqvarna Group’s identity colours should only be applied to the “building coding”, and not in areas where colours are safety indicators. Floor coding should follow the Husqvarna colour code system. original product brand colour.

GROUND FLOOR

PILLARS (COLUMNS), CONCRETE

Grey RAL 9022

Blue RAL 5003

BEAMS (EVERYTHING, NO ROOF BEAMS)

WALLS

INSIDE OF THE ROOF/ROOF BEAMS

White RAL 9016

White RAL 9016

White RAL 9016

Grey RAL 9022

Blue RAL 5003

DOORS AND FRAMES

White RAL 9016

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FLAGS HUSQVARNA GROUP FLAG As a key element for the external environment, the flag is ideal.

The primary Husqvarna Group blue logotype is placed on a white, dirt-resistant flag fabric.

HUSQVARNA BRAND FLAG When only representing the Husqvarna brand on exhibitions and other events a dark blue flag with white Husqvarna logotype should be used.

LOGOTYPE REGULATIONS

HUSQVARNA GROUP FLAG – CENTRED BLUE LOGOTYPE ON WHITE FABRIC

HUSQVARNA BRAND FLAG – CENTRED WHITE LOGOTYPE ON DARK BLUE FABRIC

Logotype placement should be centred.

THE SIZE OF THE FLAG As a general guideline, the length of the flag should be approximetely one fourth of the length of the flagpole to have a proportional and suitable size.

12 % of height

12 % of height Proportions: 6 x 4

The flag proportions work equally well for a table flag.

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

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COMPANY CARS Why do we have a graphic guidelines for company cars?

The vehicle fleet is one of the most public parts of the company. Therefore, it plays an important role in maintaining the brand identity and exposure. The graphic guidelines for company cars have been devised to strengthen the Husqvarna brand. Like other marketing materials, company cars are the ambassadors of the brand. They convey the brand values and promises, and carry our messages to the recipient. That is why we have set up rules for the branding of the cars. These rules will Métallisées ou opaques, le Partner vous offre un large choix de teintes. be imposed on any new company car for sales and Choisissez le garnissage qui vous est le plus adapté. service people.

If any specific need like adding images, branding for customers etc please contact Central Marketing Communications.

TEINTES

TEINTES ET GARNISSAGES

CAR COLOURS The recommended colour for all company cars is silver grey – reference R 9006.

THE LOGOTYPE

TEINTES OPAQUES

Use the portrait logotype in Husqvarna Group blue PMS 534 C on a grey car. Use the white logotype on a blue car. The ® registration symbol must be included in all logos.

Blanc Banquise

Rouge Ardent

Noir Onyx (en option)

TEINTES MÉTALLISÉES (en option)

Gris Recommended Aluminium colour.

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

The logotype.

Gris Fer

Bleu Kyanos

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COMPANY CARS AFFIXING THE LOGOTYPE The vertical logotype appears on both sides at the rear or middle part of the car. The logo should not be too big, the size should harmonize with the area available, leaving enough free space to give a premium impression.

CONSTRUC TION PRODUCTS

husqvarnacp.se

AFFIXING THE COMPANY NAME The text Construction Products appears at the middle or lower part of one or two doors. If placed close to the logotype, use a clear distance. The size should be adjusted to the area available.

When split between two doors, the text should be divided between Construction and Products. Typeset in Husqvarna Gothic Bold, upper case, 80 % black text colour.

AFFIXING THE WEB ADRESS The local website appears on the rear deck lid (husqvarnacp.se, husqvarnacp.de, husqvarnacp.fr etc). Typeset in Husqvarna Gothic Bold, lower case, black text colour.

husqvarnacp.se

CONSTRUCTION PRODUCTS CONSTRUCTION PRODUCTS

husqvarnacp.se

ON PRODUC TS

CONS TRUC TION PROD UCTS

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husqvarnacp.se

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EXAMPLES OF STRIPING ON DIFFERENT CAR MODELS

husqvarnacp.se

CONSTRUCT ION PRODUCTS

husqvarnacp.se

CONSTRUCTION PRODUCTS

husqvarnacp.se CONSTRUCTION PRODUCTS

CONSTRUCTION PRODUCTS

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HUSQVARNA CLOTHING CONCEPT FOR EMPLOYEES

SHIRT White Long or short sleeve 100% cotton in Oxford weave Man or woman

As professionals we are Husqvarna ambassadors. We influence the brand by what we do and how we are perceived, and our appearance is an important part of this. We strive to have a uniform look and have therefore put together a collection of high-quality clothes for most of our everyday job situations.

Clothes that are as well-designed as they are comfortable.

Clothes that measure up to Husqvarna’s standards and are to be worn whenever representing the company e.g. when visiting customers, hosting an exhibition or other event etc.

POLO SHIRT In white or navy blue 100% cotton moisturized for a soft feeling Man or woman

EXHIBITIONS, PRODUCT TRAINING SESSIONS, INTERNAL SALES CONFERENCES, CUSTOMER MEETINGS

CHINOS Navy blue 100% cotton Man only

–– White Husqvarna shirt, long or short sleeve –– Blue chinos and belt –– Windbreaker

BODY WARMER

INTERNAL MEETINGS OR CONFERENCES

Navy blue Shell, lining and padding: 100% polyester Man or woman

–– White Husqvarna shirt, long or short sleeve –– Blue chinos or dark blue jeans and belt –– Grey v-neck sweater (optional)

WORK TROUSERS Blue with grey details 65% polyester, 35% cotton Man or woman

MANGEMENT MEETINGS, EXTERNAL CONFERENCES –– White Husqvarna shirt, long or short sleeve –– Suit

SERVICE LOOK; CUSTOMER MEETINGS, TRAINING SESSIONS AND SERVICE –– Blue Husqvarna polo shirt –– Blue work trousers and belt –– Windbreaker (optional) –– Body warmer (optional) support.husqvarnacp.com

Web shop

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

V-NECK SWEATER

WINDBREAKER

BELT

Grey 100% very fine pima cotton for a soft feeling Man or woman

Navy blue Wind and water resistant Shell: 100% nylon Lining: 100% polyester mesh Man or woman

Navy blue Buckle: 100% iron. Cast with Husqvarna logotype.

Elastic strap: 100% polyester yarn Unisex

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LOCAL PRODUCTION OF THE CLOTHING CONCEPT

Husqvarna Group blue

Clothing Grey

Clothing Orange

You are not allowed to produce your own clothes without approval from Central Marketing Communications. If you get this approval, you are responsible for assuring the quality required. Follow the guidelines below and use existing clothing for inspiration and examples. Prints and embroidered labels can be tricky to get right. Please consult the Central Marketing Communications team for advice and approval.

TEXTILE COLOUR Textiles should be of high quality and preferably dark blue, grey or white. Details in orange. Please use textile samples.

LOGOTYPE REGULATIONS The portrait logotype should be used and be discreetly but clearly positioned.

LOGOTYPE PRINTING The logotype should be white or grey on a dark blue background.

On white background the dark blue logotype should be used.

The logotype can be printed or embroided on the clothes.

LABELS Labels should be dark blue with white or grey logotype or white with dark blue logotype.

PANTONE®

PANTONE®

PANTONE®

PMS 534 C

PMS 424 C

PMS 1665 C

CMYK

CMYK

CMYK

C : 100 M : 70 Y : 10 K : 55

C : 0 M : 0 Y : 0 K : 61

C : 0 M : 68 Y : 100 K : 0

RGB

RGB

RGB

R : 39 G : 58 B : 96

R : 131 G : 131 B : 131

R : 209 G : 105 B : 22 Please note this colour should only be used on small details on the clothes, like buttons or stitches.

No trousers, shirts, caps etc in this colour.

REGISTERED TRADEMARK It is not necessary to use the ® where the logotype is embroidered or woven or when printed on fabrics (clothing) where the logotype will appear in such a small size that the ® will not be legible – use common sense.

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PROMOTIONAL MATERIAL Promotional gifts and clothing can be effective tools in your marketing and sales – provided that the quality and performance is high class. Therefore, we have developed a quality-assured range of attractive profile products, which are chosen to reflect and communicate the Husqvarna brand. This range is known as Husqvarna Official Gear.

Husqvarna Official Gear can be regarded as a mark of quality, a guarantee that each profile product is premium quality throughout. This applies to material, detail, quality and design such as the Husqvarna logotype placement and execution.

Husqvarna-profiled gear can be ordered centrally or produced locally. When producing promotional material, it is important to use our logotype, typeface and colours in the correct way. Promotional material can live a long life and should mirror who we are. It should reflect the durability and high standards of our own products, preferably a few but carefully selected items with high quality.

THINGS TO CONSIDER – Pay close attention to your market requirements.

What items would they really appreciate?

– Try to think ahead – what time of year are you planning to introduce the gear?

– Try to follow local trends and stay contemporary – Large orders require longer notice so plan well in advance – Both the design and the products themselves are protected by law. Never use either without first consulting the Central Marketing Communications team. support.husqvarnacp.com

Web shop

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

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LOCAL PRODUCTION OF PROMOTIONAL MATERIAL

Husqvarna Group Blue

Promotional Silver

If practical reasons prevent you from buying promotional material from the supportsite, you are free to source your promotional material from a local supplier. Keep in mind that you are not allowed to produce your own clothes without approval from Central Marketing Communications.

This guide contains the basic guidelines you need to get your promotional products approved.

MATERIAL COLOUR When it comes to textiles and other material, blue or white is to be used. Silver can also be used on promotional products.

PANTONE®

PANTONE®

LOGOTYPE REGULATIONS

PMS 534 C

PMS 877 C

The portrait logotype is preferably used. Should be placed at the top left-hand side on the chest on clothing. It could also be placed on the sleeve. The landscape logotype could be used for narrow spaces where there is not space enough for the portrait logotype.

CMYK

CMYK

C : 100 M : 70 Y : 10 K : 55

C : 5 M :5 Y :5 K : 20

RGB

RGB

R : 39 G : 58 B : 96

R : 208 G : 207 B : 206

LOGOTYPE PRINTING The Husqvarna logotype should be presented in grey or white on a blue background optional blue on a white background.

REGISTERED TRADEMARK It is not necessary to use the ® where the logotype is embroidered or woven or when printed on fabrics (clothing) where the logotype will appear in such a small size that the ® will not be legible – use common sense.

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

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EVENT MATERIALS Nothing beats personal encounters to build and strengthen relations, as well as create sales opportunities. That’s why we offer a flexible range of event materials for both indoor and outdoor use.

Husqvarna event material can be ordered centrally or produced locally. When producing event material locally, it is important to use our logotype, typeface and colours in the correct way. Please consult Central Marketing Communications for advice and approval.

When ordering centrally, don’t forget that large orders may require longer notice. So plan well in advance.

support.husqvarnacp.com

Web shop

BRAND IDENTITY GUIDELINES v. 2.0 | CONSTRUCTION PRODUCTS

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Husqvarna Construction Products, SE-433 81 Gothenburg, Sweden Tel: +46 31 94 90 00, Fax +46 31 94 91 14 Husqvarna Belgium SA, Avenue des Artisans 50, Z.I.2 – 7822 Ath, Belgium Tel: +32 68 25 12 11, Fax +32 68 25 13 98

www.husqvarnacp.com