Because every life has a purpose…

© MSA 2012

Visual Brand LanguageVisual Brand Language

Introduction to Global Style Guide

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Because every life has a purpose…© MSA 2012

Agenda

What is Visual Brand Language?

MSA Brand Positioning

VBL Concept

Global VBL Style Guide– Graphic Design– Packaging Design– Industrial Design– Trade Shows

Next Steps

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Because every life has a purpose…© MSA 2012

Unique combination of design elements that allow customers to make an immediate visual connection to the MSA brand

VBL communicates our values and personality

VBL is like a pyramid

What is Visual Brand Language?

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Because every life has a purpose…© MSA 2012

Why Visual Brand Language?

To communicate our company's brand identity more effectively and clearly

To have a uniform and recognizable appearance of communications

To support the overall customer experience To differentiate from our competitors To have a new and fresh look for MSA all

around the world To create an emotional connection to our target

audiences

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Because every life has a purpose…© MSA 2012

MSA Brand Positioning

TRUST & DURABILITY

For nearly 100 years our passionate mission of safety empowers us “The Safety Company” to protect lives.

We are committed to providing the latest in innovative, best-in-class safety solutions that feature integrated systems capability and allow our customers to return safely to their families and friends.

Every day our customers place their lives in our hands. In response, we provide them with protection they can trust, and their stories become our stories. Hand in hand we partner with our customers to earn that trust.

Defines the visual tone of the MSA brand in relation to other brands

Communicates our purpose, our cause, and our beliefs

Goal of Brand Positioning:

Create a positive memorable image, feeling and satisfaction with MSA in the minds of our customers

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Because every life has a purpose…© MSA 2012

MSA Brand Positioning

It is our goal for all MSA associates worldwide to embrace, believe and promote our brand promise

Trust & Durability should be supported visually in all our marketing materials and product designs

It should be obvious to users interacting with our products

To support MSA Brand Positioning effectively, a new Visual Brand Language concept will be applied globally

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Because every life has a purpose…© MSA 2012

VBL Concept

Focus on PEOPLE (employee at work compared to individual in private life) communicates the TRUST aspect

Structured and clear look provides high-grade impression and powerful forms communicate DURABILITY

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Because every life has a purpose…© MSA 2012

VBL Concept

Basic Element: MSA Keystone– Plays a fundamental role for the recognition of

the MSA brand

– Stands for protection, trust and durability

– Clear and strong form reflects the ruggedness and reliability of MSA products

Key

ston

e

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Because every life has a purpose…© MSA 2012

Global VBL Style Guide

Defines all relevant, visual features specific for MSA

Should guarantee a global consistency and recognition of the MSA brand

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Because every life has a purpose…© MSA 2012

Global VBL Style Guide

Section 1: Introduction– Mission and Vision, MSA Brand Positioning, VBL

Pyramid, Total Brand Experience Lifecycle

Section 2: Graphic Design – Essentials, Literature, Advertisements, Stationery,

PowerPoint Presentations, Videos, MSA Website

Section 3: Packaging Design

Section 4: Industrial Design– Design Process, Design Principles, Signature

Elements, General Guidelines, Logo Application

Section 5: Trade Shows

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VBL Guide – Essentials

Logo Usage Guidelines

Corporate Color Palette

Corporate Font

Corporate Design Paper

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VBL Guide – Literature

Market-Segment Brochure 4-Pages Product Leaflet 2-Pages Product Leaflet

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VBL Guide – Literature

Categories of Literature– Application / Market Segment-oriented – Product-related– Others

Image Style

Layout– Color Scheme– Typography– Graphic Elements

Literature Content

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VBL Guide – Advertising

Image-oriented Product-oriented Half-page

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Because every life has a purpose…© MSA 2012

VBL Guide – Advertising

Essential Elements– MSA Logo– Corporate Font– Contact Details

Recommended Elements– MSA Keystone

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VBL Guide – Stationery

Business Cards

Letterheads

Internal Notices

Internal Memos

Email Signature

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Because every life has a purpose…© MSA 2012

VBL Guide – PowerPoint

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Because every life has a purpose…© MSA 2012

VBL Guide – Videos

Logo Opening

Identifying Graphic

Program Exit

Program Format

Packaging and Labeling

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Because every life has a purpose…© MSA 2012

VBL Guide – Website

URL

Concept

Color Scheme

Typography

www.MSAsafety.com

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Because every life has a purpose…© MSA 2012

VBL Guide – Packaging

Corporate Logo

Color Scheme

Elements on the Box– Text– Carbon Fiber Texture– Product Picture– Keystone– Aspect Ratio

Taping

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Because every life has a purpose…© MSA 2012

VBL Guide – Industrial Design

Design Process

Design Principles

Signature Elements

General Guidelines

Color Scheme

Logo Application

Product Name

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Because every life has a purpose…© MSA 2012

VBL Guide – Trade Shows

General Look

Design Elements

Staff Rules

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VBL Guide – Color Reference Sheet

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Where to find the VBL Guide…

Online version: http://webapps.msanet.com/vbl

PDF: Global Branding Database Printed version: For Marketing and R&D associates

Note: The VBL guide is an internal document and not meant for publication.

Trainings on specific design areas in MSA-U– Graphic Design– Packaging Design– Industrial Design

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Next Steps

Mandatory training for associates dealing with VBL topics

Local Creativity and Design Centers are provided with templates for literature and packaging design

New concept will be applied to all future materials

Existing materials will be used up and changed with revision/reorder

Existing products remain unchanged

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Because every life has a purpose…© MSA 2012

Key Facts at a Glance

Always show MSA Logo in the right manner

Use the Corporate Color Palette for all materials

Always use the Corporate Font, in 80% Black

Focus on People visually supports Brand Positioning “Trust & Durability”

MSA Keystone as basic graphic element for all professionally designed items

Key

ston

e

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Because every life has a purpose…© MSA 2012

VBL Concept applied to different Materials

Leaflet

Website

Advert

Powerpoint

Product

Packaging

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Because every life has a purpose…© MSA 2012

THANK YOU FOR YOUR ATTENTION!

Now it's up to us to support and live MSA's Visual Brand Language to make our customers' MSA experience the best that it can be!