ESAB Visual Identity Guide
Excerpt:
Strengthening ESAB’s visual identity
In our business environment, goodwill, such as the company name and its logotype, can be expressed in terms of trust, confidence and acceptance on the one hand and the customer’s signature in the order book on the other. Contradictions in the first can have serious negative effects on the second. This explains why the importance of what we say and how we say it, what we do and the way we do it can never be over-emphasised.
This is what identity and communicating with people is all about and it applies in particular to the visual aspects of our identity. They put the words we say on record, with the formal support of our corporate trademark.
”A product is something that is made in a factory; a brand is something that is bought by a customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless.”
This is why it is extremely important that all the units within the ESAB group of companies consistently present the same visual identity all over the world. (…)
The philosophy behind ESAB’s visual identity
The shortest route to fast and effective communication is simplicity and consistency of graphic design. The visual signal must be free from trend-oriented graphic “ornaments”.
ESAB’s basic identity from the 1980s has a simplicity in terms of both colour scheme and graphic design. The house colour was chosen with care and, after many tests, yellow was found to be the best. It triggers positive associations, it is trendless and, in combination with black, it emits very powerful identity signals, in what are frequently muddled and confused workshop settings.
Yellow and black is the best colour combination when it comes to visibility, readability and attracting attention. The powerful ESAB signal transmitted by the combination of yellow and black must not be reduced or weakened by adding other distracting colours or graphic elements (stripes, dots, borders and so on) which quickly become “outdated”, as well as disrupting the visual signal. This is one of the prerequisites for a consistent graphic identity and it is
something of which we must be extremely observant. (…)
Fax paper
Business cards
Source:
ESAB Visual Identity Guide [Pdf]
