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Atlas Copco
Brand identity manual
New and updated sections
Introduction
The Atlas Copco brand manual is an important steering document.
The brand manual is mandatory to follow, but it is also a living document, which is constantly being reviewed and updated in order to secure the Atlas Copco brand.
A world-leading brand
Brand positioning is the art of creating a clear and unique image in the minds of prospective and current customers, employees and all other stakeholders. It is about being persistent and consistent about how we look, what we say, how we say it and what we do. This challenge applies to all brands in Atlas Copco Group's comprehensive brand portfolio, and the objective is to be the first choice of the brand's stakeholders. In this manual we focus on the visual identity, the messages and the tone of voice of the Atlas Copco brand.
The Atlas Copco brand is unique and enjoys high recognition in every corner of the world. It represents more than 149 years of knowledge and experience. Its reputation is built on the core values – interaction, commitment and innovation – and a continuous effort to become and remain First in Mind—First in Choice.
The Atlas Copco brand is a strong brand with a proud heritage. The visual identity program aims at protecting, supporting and growing the business with the objective to continuously make the Atlas Copco brand stronger.
Our brand identity is built on the core message of "Home of industrial ideas". We introduce an identity that will strengthen the message through modern visuals and graphical elements with a higher industrial identification. There is a stronger focus on the brand personality and storytelling throughout the visual identity.
Always follow the rules in this manual – they can never be bypassed. If you are not sure about how to implement the rules, ask your communications manager or a member of the Brand Council. Easiest, however, is if you contact Brand Studio to ensure compliance.
With all of us communicating in an orchestrated way, the Atlas Copco brand will remain strong and, over time, become even stronger.
Sara Liljedal
Senior Vice President and Chief Communication Officer,
Corporate Communications and Governmental Affairs