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corporate<br />
≥ IdentIty ≥ desIgn ≥ medIa ≥ Language
content how<br />
to use 3<br />
1. corporate IdentIty 5<br />
1.1 The Mission Statement 7<br />
1.2 The Brand 8<br />
1.3 Family Brands 9<br />
1.4 The Brand Essence 10<br />
1.5 The Brand Values 11<br />
1.6 The Brand Promise 12<br />
2. corporate desIgn 13<br />
2.1 Introduction 14<br />
2.2 The Brand Mark 15<br />
2.3 Family Brand Logos 16<br />
2.4 The Brand Claim 17<br />
2.5 Logo Proportions 18<br />
2.6 Logo Free Space 19<br />
2.7 Logo Sizes 20<br />
2.8 Logo Variants 21<br />
2.9 Logo Variants with Claim 22<br />
2.10 Logo Positioning 23<br />
2.11 Colours and Hues 24<br />
2.12 Colour Values 25<br />
2.13 Colour Gradient 26<br />
2.14 Colour Gradient as Design Element 27<br />
2.15 Typography 28<br />
2.16 Typographical Concept 29<br />
2.17 Headline System / Typesetting 30<br />
2.18 Headline System / Tracking 31<br />
2.19 Product Icons 32<br />
2.20 Product Icons as Button 33<br />
2.21 The Picture Concept 34<br />
2.22 Image Pictures 35<br />
2.23 Title Pictures 36<br />
2.24 Product Pictures 37<br />
2.25 Close-up Pictures 38<br />
3. corporate MedIa 39<br />
3.1 Introduction 40<br />
3.2 Business Stationery 42<br />
3.3 Business Cards 43<br />
3.4 Letter Headed Paper 45<br />
3.5 US Letter Format 49<br />
3.6 Compliment Slips 50<br />
3.7 Envelopes 52<br />
3.8 Email Signature 55<br />
3.9 Dealer Orientation System/Pylon Signs 57<br />
3.10 Flags 58<br />
3.11 Roll Up Systems 59<br />
3.12 Roll Up Variants 60<br />
3.13 Trade Fair Display Walls 61<br />
3.14 SYMA Illuminated Cube Stand 63<br />
3.15 Brochures 66<br />
3.16 Brochure Title Pages 67<br />
3.17 Brochure Structure – four-pager 68<br />
3.18 Brochure Structure – twelve or more pages 69<br />
3.19 Advertisements 71<br />
3.20 Advertisements Full Page 72<br />
3.21 Advertisements 1/2 Page 73<br />
3.22 Advertisements 1/3 Page 74<br />
3.23 Powerpoint 77<br />
3.24 Website 82<br />
4. corporate Language 83<br />
4.1 Introduction 84<br />
4.2 Wording Guideline 85<br />
4.3 “Performance” in Copy 86<br />
4.4 “High Class” in Copy 87<br />
4.5 “Customer Focus” in Copy 88<br />
4.6 Spellings 89<br />
work In progress 90<br />
2
how<br />
to<br />
use<br />
This manual is linked internally as<br />
a structured PDF file. Clicking on<br />
the entries in the contents list will<br />
take you directly to the relevant<br />
page. Within the pages, key words<br />
marked in bold with an arrow<br />
symbol are also linked to relevant<br />
content.<br />
In addition, there are external<br />
links that point to files saved on<br />
the PALFINGER extranet (for<br />
downloading). These external links<br />
are indicated with a folder symbol.<br />
IntroductIon<br />
<strong>CD</strong><br />
2.7 Logo Sizes<br />
In principle, the logo size must<br />
always be adapted according to<br />
the surrounding area. To ensure a<br />
uniform appearance, the logo sizes<br />
for the most common DIN formats<br />
(and formats close to them) are<br />
strictly defined!<br />
MARINE / <strong>CD</strong> / LOGOS<br />
Path to files and<br />
templates<br />
CORPORATE DESIGN<br />
Din A3<br />
297 x 420 mm<br />
Din A4<br />
210 x 297 mm<br />
Din A5<br />
148,5 x 210 mm<br />
Sondergröße<br />
Geschäftsausstattung<br />
ab Din A6<br />
105 x 148,5 mm<br />
GENERAL RULES FOR THE LOGO SIZES<br />
» The logo sizes for DIN formats from A6 to A3 are<br />
mandatory.<br />
» The image size may not be less than the 28 x 6 mm<br />
format > BUSINESS CARDS.<br />
»For electronic media, the image size should not<br />
be less than 42 x 9 mm.<br />
12<br />
10<br />
9<br />
8<br />
6<br />
28<br />
37<br />
42<br />
47<br />
56<br />
»For enlargement and reduction beyond the defined<br />
standards, the logo height should always be changed in<br />
steps of complete millimetres (for example, a height of<br />
12.5 mm is not permitted)!<br />
Internal link<br />
as hyperlink<br />
20<br />
3
Intro<br />
new posItIonIng & redesIgn<br />
In 2012, the PALFINGER Group – with all its products,<br />
brands and locations – has undertaken the most<br />
comprehensive brand relaunch since the company was<br />
founded. With the help of marketing and design experts,<br />
a new brand system and joint brand messaging, as well<br />
as a consistent new brand design have been developed.<br />
With the publication of this manual, these new rules are<br />
binding for all areas of PALFINGER Group communication<br />
and design.<br />
goaLs oF the new Brand desIgn<br />
» Jointly create brand values.<br />
» Position PALFINGER as industry leader.<br />
» Establish consistent market messaging with target groups.<br />
» Substantiate the premium price of PALFINGER products.<br />
» Generate pride of ownership and emotional customer loyalty.<br />
» Demonstrate stability, strength and service competence.<br />
4
1. corporate<br />
IdentIty<br />
5
cI<br />
Introduction<br />
corporate IdentIty<br />
A company’s identity derives from the sum of all<br />
perceptions of its own personality. Corporate Identity<br />
(CI for short) comes, therefore, from the way a<br />
company operates, what it produces, how it appears<br />
to the outside world and the way it communicates<br />
and thinks.<br />
The task of company communication is to help<br />
the company achieve a defined identity. Everyone<br />
responsible for communications should, therefore,<br />
be acquainted with the corresponding messages!<br />
6
cI<br />
1.1 The Mission Statement<br />
corporate IdentIty<br />
paLFInger stands<br />
For the Most<br />
InnovatIve, reLIaBLe<br />
and cost-eFFectIve<br />
LIFtIng soLutIons<br />
Worldwide, PALFINGER stands for the most innovative, reliable and cost-effective<br />
lifting solutions for commercial vehicles and maritime applications. With our technological<br />
expertise and experienced staff, we set quality benchmarks in the industries<br />
in which we operate. Sustainability and the responsible use of resources are at the<br />
core of all our actions. High flexibility and competence in production and a global sales<br />
and services network give us a crucial competitive edge and ensure our customers<br />
LIFETIME EXCELLENCE.<br />
7
cI<br />
1.2 The Brand<br />
Well-managed brands impart<br />
additional value to products.<br />
The benefit of a strong brand<br />
is that it significantly increases<br />
the value of products and adds<br />
emotional value to them that<br />
goes far beyond pure product<br />
performance.<br />
corporate IdentIty<br />
the uMBreLLa Brand<br />
» PALFINGER is a premium brand; an umbrella brand<br />
across all products and divisions of the PALFINGER Group.<br />
It also identifies all production, sales and service sites.<br />
» In the form of the logo, the brand represents and<br />
symbolises the Corporate Image of PALFINGER.<br />
8
cI<br />
1.3 Family Brands<br />
For sales related reasons, there<br />
can also be so-called family<br />
brands that fulfil an equivalent<br />
function, along with umbrella<br />
brand, for a limited series of<br />
products.<br />
For these exceptions, individual<br />
logos and /or individual colour<br />
codes can be used. They must<br />
nevertheless be clearly marked<br />
as part of the PALFINGER<br />
Group.<br />
corporate IdentIty<br />
BusIness unIts: MARINE CRANES, WIND CRANES, AFTER SALES AND SERVICE<br />
BusIness unIts: OFFSHORE CRANES<br />
BusIness unIts: LAUNCH AND RECOVERY SYSTEMS<br />
FaMILy Brands<br />
» Additional family brands can be created as a result of<br />
joint ventures. Their integration into the PALFINGER<br />
Corporate Identity must be developed on a case-bycase<br />
basis.<br />
9
cI<br />
1.4 The Brand Essence<br />
corporate IdentIty<br />
Lifetime exceLLence<br />
LIFETIME EXCELLENCE is our promise. Our central message. The core of our brand. For<br />
our customers, it means uncompromising top performance. The most economical, reliable<br />
and innovative lifting solutions in a global network of professional service partners – for the<br />
lifetime of the product.<br />
Professionals need product solutions with excellent lifecycle performance. High resale<br />
value, shorter downtime and durable components result in outstanding cost balance –<br />
decisive reasons for our customers to invest in PALFINGER products. They know that,<br />
along with excellent performance, they are getting the most cost-effective and economical<br />
product solutions in the long term.<br />
10
cI<br />
1.5 The Brand Values<br />
The PALFINGER brand essence<br />
consists of three central brand<br />
values that are applicable to all<br />
product areas.<br />
MarInE / CI / BranDVaLUES<br />
corporate IdentIty<br />
top<br />
perFormance<br />
onLy tHe<br />
Best<br />
LeadIng<br />
InnoVatIons<br />
LIFetIme eXceLLence<br />
eFFIcIency<br />
reLIaBILIty<br />
InnoVatIon<br />
FunctIonaL<br />
desIgn<br />
partner For<br />
proFessIonaLs<br />
InteLLIgent<br />
systems<br />
serVIce<br />
cHampIon<br />
gLoBaL<br />
LocaL pLayer<br />
toucH<br />
and FeeL<br />
eFFIcIency<br />
PALFINGER products offer an outstanding<br />
price-performance ratio. High productivity,<br />
ease of use, a close-knit service network as<br />
well as high resale value more than pay for<br />
the investment in a PALFINGER product over<br />
the period of its use.<br />
reLIaBILIty<br />
Premium quality and strength of the products,<br />
durable components and outstanding workmanship,<br />
dependable worldwide service as<br />
well as the company’s stability and strength<br />
make PALFINGER a reliable partner for<br />
professionals.<br />
InnovatIon<br />
PALFINGER is committed to leadership<br />
in innovation. In the past, trailblazing<br />
developments have revolutionised products<br />
and, in future, intelligent system solutions<br />
and unique functionality from PALFINGER<br />
will also shape the industry and new product<br />
development.<br />
11
cI<br />
1.6 The Brand Promise<br />
The brand values are transformed<br />
at the product level into brand<br />
promises that are easy for the<br />
target groups to understand and<br />
emphasise the product benefits<br />
explicitly and competitively compared<br />
to the competition.<br />
These brand promises are to<br />
be developed by each business<br />
unit and must be agreed by<br />
Corporate Marketing.<br />
MarInE / CI / BranDPrOMISE<br />
corporate IdentIty<br />
LIfEtImE ExCELLENCE<br />
buILDING A StRoNG RELAtIoNShIP by<br />
PRovIDING ExCELLENt LoCAL SuPPoRt<br />
AND SERvICE thRouGhout thE ENtIRE<br />
PRoDuCt LIfE CyCLE – WE CARE About<br />
you. PALfINGER WIND: thE PREfERRED<br />
SuPPLIER of oNShoRE AND offShoRE<br />
CRANES foR NACELLES, PLAtfoRmS AND<br />
tRANSfoRmER StAtIoNS.<br />
hIGhER vALuE<br />
REtENtIoN<br />
bEttER<br />
SoLutIoNS<br />
hIGhER<br />
SERvICEAbILIty<br />
moRE<br />
fLExIbILIty<br />
moRE<br />
RELIAbILIty<br />
bEttER<br />
EffICIENCy<br />
bEttER<br />
ERGoNomICS<br />
hIGhER<br />
AvAILAbILIty<br />
eXaMpLe MarIne wInd cranes (For europe)<br />
For further information please visit: www.palfinger.com/thebrand<br />
12
2. corporate<br />
desIgn<br />
13
cd<br />
2.1 Introduction<br />
corporate desIgn<br />
Corporate design defines the image of a company.<br />
A consistent, professionally designed appearance<br />
not only promotes recognition, it also conveys<br />
professionalism and seriousness.<br />
PALFINGER’s new corporate design was developed<br />
to give the premium standards visibility. This manual<br />
defines the fixed basic elements of the corporate<br />
design – such as logos, colours, typography, imagery<br />
and design principles – to ensure that the group is<br />
presented consistently around the world.<br />
goaLs oF the new corporate desIgn<br />
» Translate the PALFINGER brand identity in<br />
a concise, self-contained design language.<br />
» Differentiation from the competition with<br />
a characteristic appearance.<br />
» Recognition through defined design elements.<br />
» Make premium standards visible.<br />
» Build brand values.<br />
14
cd<br />
2.2 The Brand Mark<br />
The brand mark represents<br />
PALFINGER’s competence<br />
and premium standards.<br />
The logo identifies all the<br />
company’s products and<br />
advertising material. It is<br />
protected under trademark<br />
law and may not be altered<br />
in any way!<br />
corporate desIgn<br />
BasIc ruLes For the paLFInger Logo<br />
» The PALFINGER logo must not be changed.<br />
» The logo may only be used for, and by companies in the<br />
PALFINGER Group. All other uses require the express<br />
permission of Corporate Marketing!<br />
» There is now only one version of the logo – with a blue<br />
outline. The version with the additional white outline<br />
will no longer be used.<br />
» The shape and colour of the logo may not be changed!<br />
» The logos are available for download as printable files<br />
> LOgO VarIanTS.<br />
15
cd<br />
2.3 Family Brand Logos<br />
PALFINGER MARINE – a special<br />
division differentiated by a blue<br />
colour scheme.<br />
corporate desIgn<br />
FaMILy Brands<br />
» The same rules apply to the family brands as for the<br />
PALFINGER umbrella brand. The following design examples<br />
are have been reduced innsize and described as follows.<br />
In addition, both family brands have got their own Corporate<br />
Design <strong>Manual</strong>. The logos are available as printable files<br />
to download > LOgO VarIanTS.<br />
16
cd<br />
2.4 The Brand Claim<br />
At PALFINGER, LIFETIME<br />
EXCELLENCE is more than a<br />
claim; we live it. It stands for the<br />
whole company’s philosophy:<br />
to develop well-engineered<br />
product solutions that prove<br />
themselves excellently in use<br />
and thereby provide optimum<br />
support for professionals –<br />
during their entire lifecycle.<br />
corporate desIgn<br />
LIFetIMe eXceLLence<br />
ruLes For appLyIng the Brand cLaIM<br />
» The brand claim is always positioned under the<br />
PALFINGER logo in the specified proportional size.<br />
» The brand claim should always be used in communication<br />
material about products – i.e. in advertising<br />
material, adverts, brochures and similar.<br />
» The brand claim is not used for product branding<br />
(logo stickers).<br />
» The brand claim is not used for pure corporate<br />
communications, for example on letterheads,<br />
business cards and websites.<br />
» The brand claim applies to all PALFINGER Group<br />
products as well as for all family brands.<br />
17
cd<br />
2.5 Logo Proportions<br />
The brand claim is always<br />
positioned under the trademark<br />
and flush with the PALFINGER<br />
lettering. The distance from the<br />
logo is equal to 1/4 of the logo’s<br />
height. The font size (height) of<br />
the brand claim is equal to 1/4 of<br />
the logo’s height.<br />
corporate desIgn<br />
x<br />
1 / 4 x<br />
1 / 4 x<br />
x = logo height<br />
18
cd<br />
2.6 Logo Free Space<br />
To provide enough room for the<br />
Brand Mark, a free area has<br />
been designated around the<br />
logo – above, below, to the left<br />
and right – each equal to the<br />
logo height.<br />
No text or other graphical<br />
elements may be positioned<br />
within this area!<br />
corporate desIgn<br />
x<br />
x<br />
x<br />
x<br />
x<br />
x<br />
x<br />
x<br />
x = logo height<br />
19
cd<br />
2.7 Logo Sizes<br />
In principle, the logo size must<br />
always be adapted according to<br />
the surrounding area. To ensure a<br />
uniform appearance, the logo sizes<br />
for the most common DIN formats<br />
(and formats close to them) are<br />
strictly defined!<br />
MarInE / <strong>CD</strong> / LOgOS<br />
corporate desIgn<br />
Din A3<br />
297 x 420 mm<br />
Din A4<br />
210 x 297 mm<br />
Din A5<br />
148,5 x 210 mm<br />
Sondergröße<br />
Geschäftsausstattung<br />
ab Din A6<br />
105 x 148,5 mm<br />
generaL ruLes For the Logo sIZes<br />
» The logo sizes for DIN formats from A6 to A3 are<br />
mandatory.<br />
» The image size may not be less than the 28x6mm<br />
format > BUSInESS CarDS.<br />
» For electronic media, the image size should not<br />
be less than 42x9mm.<br />
12<br />
10<br />
9<br />
8<br />
6<br />
28<br />
37<br />
42<br />
47<br />
56<br />
» For enlargement and reduction beyond the defined<br />
standards, the logo height should always be changed in<br />
steps of complete millimetres (for example, a height of<br />
12.5 mm is not permitted)!<br />
20
cd<br />
2.8 Logo Variants<br />
In principal, the PALFINGER logo<br />
is always shown in colour. In very<br />
exceptional cases (i.e. only those<br />
where no colour is possible) the logo<br />
may be used in black and white.<br />
MarInE / <strong>CD</strong> / LOgOS / PaLFIngEr-MarInE<br />
MarInE / <strong>CD</strong> / LOgOS / PaLFIngEr-DrEggEn<br />
MarInE / <strong>CD</strong> / LOgOS / PaLFIngEr-nED-DECK<br />
corporate desIgn<br />
appLIcatIon ruLes For the Logo coLours<br />
» Logos must always be shown in colour.<br />
» The colours for the PALFINGER logo are defined for<br />
all common printing processes and colour variants<br />
(CMYK, RGB, Pantone, RAL) and available as print files<br />
> COLOUr VaLUES.<br />
» The black and white version may only be used where<br />
there are technical limitations in printing.<br />
» The MARINE logo consists of blue PALFINGER lettering<br />
on a white surface with a blue outline.<br />
» With the DREGGEN and NED-DECK logo, the PALFINGER<br />
LOGO is used with lettering with a black outline.<br />
21
cd<br />
2.9 Logo Variants with Claim<br />
In principle, the PALFINGER logo<br />
with claim is displayed in colour.<br />
In very exceptional cases (i.e. only<br />
those where no colour is possible)<br />
the logo may be used in black and<br />
white.<br />
MarInE / <strong>CD</strong> / LOgOS / PaLFIngEr-MarInE<br />
MarInE / <strong>CD</strong> / LOgOS / PaLFIngEr-DrEggEn<br />
MarInE / <strong>CD</strong> / LOgOS / PaLFIngEr-nED-DECK<br />
corporate desIgn<br />
on dark coLoured Backgrounds<br />
» Logo in colour, claim in white<br />
» In exceptional cases in B/W, claim in negative<br />
on LIght coLoured Backgrounds<br />
» Logo in colour, claim in black<br />
» In exceptional cases in B/W, claim positive<br />
22
cd<br />
2.10 Logo Positioning<br />
Ideally, the logo should always<br />
be on a coloured strip.<br />
With narrow strips, the logo<br />
position is centred vertically.<br />
The minimum height of the strip<br />
depends on the logo size and<br />
should (without claim) not be<br />
less than twice the logo height!<br />
On larger areas, the logo is<br />
aligned at the top. Depending on<br />
the height of the strip, the space<br />
between the logo and the top<br />
edge corresponds with the full,<br />
or half, logo height.<br />
The space between the logo<br />
and the right edge is always<br />
equivalent to the full logo height.<br />
corporate desIgn<br />
X X<br />
eXceptIonaL cases<br />
» With slim formats, if the area to the left of the logo<br />
is less than twice the logo height (2 X), the logo<br />
position is horizontally centred > rOLL UP<br />
» For longer formats, the vertical distance from the<br />
edge of the page can be multiple logo heights<br />
> rOLL UP.<br />
X<br />
» With narrow formats, the vertical distance from the<br />
edge of the page can be equal to 1/2 the logo height<br />
> aDVErTISEMEnTS 1/3 PagE<br />
X<br />
½ X<br />
X<br />
½ X<br />
½ X<br />
½ X<br />
½ X<br />
½ X<br />
2 X<br />
1.5 X 2.5 X<br />
23
cd<br />
2.11 Colours and Hues<br />
The PALFINGER colour scheme<br />
is derived from the product finish<br />
and logo. The colours create a<br />
signal effect and generate emotional<br />
warmth. The colour gradient<br />
makes the Corporate Design very<br />
self-contained.<br />
corporate desIgn<br />
prIMary coLours<br />
» The primary colours of the PALFINGER MARINE brand<br />
are blue, yellow and black. These eye-catching colours<br />
contribute to quick recognition of PALFINGER MARINE<br />
and ensure clear differentiation from the competition.<br />
» The primary colours should be visible in all media and<br />
denote the colourful character of the brand.<br />
gradient colours<br />
1 With PALFINGER MARINE, the dominating colour is the<br />
blue gradient that stands for the products, which are<br />
primarily painted blue.<br />
» The blue gradient is the most important colour for<br />
design.<br />
highlight colours<br />
» For PALFINGER Marine, blue is used as the<br />
highlight colour for text and product icons.<br />
yellow<br />
» Yellow is principally used in the brand logo and is<br />
otherwise only used for accenting. For example, for<br />
emphasising in text or for claims and web addresses.<br />
white<br />
» White is also considered to be a primary colour. White<br />
space should be used generously. It gives the Corporate<br />
Design lightness and class.<br />
secondary coLours<br />
» Additionally, there are grey tones in the following<br />
shades: 80 %, 40 % and 10 %.<br />
24
cd<br />
2.12 Family Brand Colour<br />
Values<br />
The PALFINGER MARINE family<br />
brand colours are bindingly defined<br />
for all common printing processes.<br />
Additionally, the colour values of the<br />
PALFINGER Corporate Design for<br />
yellow, black and grey are valid.<br />
corporate desIgn<br />
MarIne<br />
BLue<br />
PanTOnE coated 661 C<br />
PanTOnE uncoated 661 U<br />
CMYK 100 /70 /0/10<br />
rgB 45 /72 /153<br />
HEX #2d4899<br />
--<br />
yeLLow<br />
PanTOnE coated 109<br />
PanTOnE coated Yellow U<br />
cMYK 0/5/100 /0<br />
rgB 248 /236 /23<br />
HEX #f8ec1a<br />
raL 1023<br />
dark grey<br />
CMYK 0 /0/0/80<br />
rgB 94 /94 /93<br />
HEX #5e5e5d<br />
dark BLue<br />
PanTOnE coated 281 C<br />
PanTOnE uncoated 281 C<br />
CMYK 100 /75/0/35<br />
rgB 33 /49/120<br />
HEX #213178<br />
raL 5013<br />
BLack<br />
PanTOnE coated Prozess Black C<br />
PanTOnE uncoated Prozess Black U<br />
CMYK 0 /0/0/100<br />
rgB 0 /0/0<br />
HEX #000000<br />
raL 9017<br />
grey<br />
CMYK 0 / 0/0/40<br />
rgB 185 /185 /186<br />
HEX #b9b9ba<br />
LIght BLue<br />
--<br />
-cMYK<br />
75/50/0/15<br />
rgB 94 /110 /171<br />
HEX # 5e6eab<br />
--<br />
LIght grey<br />
CMYK 0/0/0/10<br />
rgB 238 /239 /239<br />
HEX # eeefef<br />
25
cd<br />
2.13 Colour gradient<br />
As the dominant colour in the<br />
Corporate Design, red plays a<br />
vital role. The colours in the<br />
gradient from the starting point to<br />
the endpoint are strictly defined.<br />
MarInE / <strong>CD</strong> / graDIEnT<br />
corporate desIgn<br />
paLFInger gradIent<br />
CMYK 0 /100 /100 /20<br />
rgB 197 /47 /37<br />
PanTOnE 485<br />
ruLes For the coLour gradIent<br />
» The dark colour runs for 60% of the strip length or<br />
height, the light colour to 95% (Settings in InDesign).<br />
» When the strip is interrupted (other than by a page fold),<br />
the gradient begins from the start again.<br />
» The orientation of the colour gradient is basically<br />
from dark to light (from left to right). With vertical<br />
applications, the orientation is from the bottom to the<br />
top (equally from dark to light).<br />
CMYK 0/75/100 /0<br />
to 60 % to 95 %<br />
rgB 206 /103 /39<br />
rotated 90º<br />
to 95 %<br />
to 60 %<br />
» The gradient is only available in 4c or RGB.<br />
» For monochrome printing, the correspondingly<br />
defined Pantone or RAL colour should be used<br />
> COLOUr VaLUES.<br />
26
RMARINE.COM<br />
cd<br />
2.14 Colour gradient as<br />
Design Element<br />
The colour gradient or coloured<br />
strip serves as an important<br />
graphic element.<br />
corporate desIgn<br />
WWW.PALFINGERMARINE.COM<br />
ruLes For the coLoured strIps<br />
» The coloured strip serves primarily as an area for<br />
headlines and logo placement > LOgO POSITIOnIng<br />
» Most media consists of a vertical raster in seven<br />
sections. The height of the coloured strip should<br />
where possible fit in this raster.<br />
» Graphics can be formed from the gradient.<br />
-<br />
AFTER SALES AND SERVICE<br />
LIFETImE ExCELLENCE<br />
PALFINGER mARINE SERVICES IS YOUR SPECIA-<br />
LIST IN WORLDWIDE AFTER SALES AND<br />
SERVICE FOR THE mARITImE AND OFFSHORE<br />
INDUSTRIES<br />
1<br />
AFTER SALES AND SERVICE<br />
MAXIMIZE THE LIFETIME OF YOUR<br />
EQUIPMENT<br />
<strong>Palfinger</strong> Marine Services operates on a global scale and offers a wide range of services<br />
for the shipping, offshore and wind industries.<br />
As a business unit within the PALFINGER MARINE Group, <strong>Palfinger</strong> Marine Services<br />
combines PALFINGER MARINE’s professional knowledge, long-standing customer<br />
relationships, spare parts from a world leading supplier and a worldwide service network.<br />
<strong>Palfinger</strong> Marine Services is your specialist in After Sales and Service for marine and<br />
offshore cranes, davits, winches, lifeboats and hooks. Trained and experienced<br />
professionals work globally to provide you with the highest level of service.<br />
≥ Global service network<br />
≥ 24/7 service – professional help whenever and wherever you need it<br />
≥ Experienced professionals working worldwide<br />
24H SERVICE NUMBER: +47 94 84 96 90<br />
ANNUAL INSPECTION AND MAINTENANCE ORIGINAL SPARE PARTS<br />
SERVICE AGREEMENTS<br />
≥ IMO/SOLAS MSC.1/Circ 1206 compliance ≥ Worldwide coverage and 24/7 availability ≥ Predictive maintenance - <strong>Palfinger</strong> Marine<br />
(annual and 5-yearly control)<br />
≥ PALFINGER MARINE central warehouse, Services keeps track of services<br />
≥ Professional service engineers<br />
covering most of the spare parts<br />
≥ Shipping or offshore wind park agreements<br />
≥ Approved check list and service reports ≥ For all leading crane, lifeboat and davit ≥ Single point of contact<br />
≥ Service certificate issued after final<br />
manufacturers<br />
≥ Fixed prices for annual and 5-yearly services<br />
inspection<br />
≥ Single point of contact and single point ≥ Always in compliance with the latest<br />
≥ Training of the crew<br />
of billing<br />
regulations<br />
≥ Competitive prices by leveraging global<br />
buying power<br />
MULTIBRAND SERVICING<br />
TRAINING SERVICES<br />
RELEASE & RETRIVAL SYSTEM (HOOK)<br />
≥ All leading OEM brands<br />
≥ User training for crew/operators<br />
≥ In compliance with regulations (IMO/SOLAS<br />
- spare parts<br />
≥ 1st line maintenance, trouble shooting regulation MSC.1/Circ 1206/1277/1392)<br />
- repairs<br />
and repairs<br />
≥ CAR 35 Replacement Program for rescue<br />
- service<br />
≥ Certification courses for Ned-Deck Marine boats and rafts<br />
≥ Comprehensive knowledge and service equipment in accordance with MSC.1/Circ 1206 ≥ Extensive experience in re-hooking<br />
history<br />
≥ Familiarization courses for superintendents, ≥ Global network of installation teams<br />
≥ Global service network<br />
crew, classification societies and flag states ≥ Partner of OEM manufacturers for release<br />
≥ One-stop shop<br />
≥ IMO/MSC annual inspection and mainte- and retrieval systems<br />
nance, release and retrieval systems (hook)<br />
3<br />
» The coloured strip can be implemented as a narrow<br />
strip or area, as a separator or as an element for<br />
accentuating important content.<br />
» The colour gradient can in exceptional cases fill<br />
a complete page.<br />
» Subheadings can also be accentuated with a<br />
coloured strip.<br />
27
cd<br />
corporate desIgn<br />
Trade Gothic Next LT Pro<br />
2.15 Typography<br />
For print media, Trade Gothic<br />
Next LT Pro is used exclusively.<br />
For electronic media as well as<br />
correspondence, Arial is to be<br />
used.<br />
aBcdeFgHIJKLm<br />
nopQrstuVWXyZ<br />
0123456789 &%!?»<br />
Trade Gothic Next LT Pro Bold<br />
aBcdeFgHIJKLmnopQrstuVWXyZ<br />
abcdefghijklmnopqrstuvwxyz<br />
0123456789 ?%!?»<br />
Trade Gothic Next LT Pro regular<br />
AB<strong>CD</strong>EFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
0123456789 &%!?»<br />
Trade Gothic Next LT Pro light<br />
AB<strong>CD</strong>EFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
0123456789 ?%!?»<br />
the typeFace<br />
» The typeface in the new Corporate Design is dominated<br />
by upper case in headlines, which distinguish the layout<br />
as structural text.<br />
» Trade Gothic is a so called grotesque font and sans serif<br />
classic from Linotype that was developed in 1948 in the<br />
USA by Jackson Burke.<br />
Arial<br />
AB<strong>CD</strong>EFGHIJKLM<br />
NOPQRSTUVWXYZ<br />
0123456789 &%!?»<br />
Arial bold<br />
AB<strong>CD</strong>EFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
0123456789 &%!?»<br />
Arial<br />
AB<strong>CD</strong>EFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
0123456789 &%!?»<br />
Din Black<br />
≥<br />
» The font was modernised in 2009 and is now available<br />
in approx. 30 languages.<br />
» The typography and block capital type provide a modern<br />
and confident typography.<br />
» The fonts sizes are strictly defined for different uses<br />
> MEDIa.<br />
28
cd<br />
2.16 Typographical Concept<br />
A characteristic, modern<br />
appearance that is immediately<br />
identifiable with the brand is<br />
created solely through colour<br />
and typography. The striking<br />
typographical concept displays<br />
greatness and premium<br />
standards and creates awareness<br />
as well as differentiation.<br />
Headlines are written in upper<br />
case and are white. With text,<br />
yellow is used for emphasis.<br />
MarInE / <strong>CD</strong> / TYPOgraPHY<br />
corporate desIgn<br />
FunctIonaL desIgn and tHe neWest<br />
controL tecHnoLogy set standards<br />
For user FrIendLIness and comFort<br />
29
cd<br />
corporate desIgn<br />
X<br />
2.17 Headline System /<br />
Typesetting<br />
Titles and headlines are always<br />
placed in the gradient, written in<br />
upper case and justified.<br />
WIND CRANES<br />
WInd cranes<br />
paLFInger WInd – tHe gLoBaL WInd crane<br />
eXpert For InnoVatIVe and cusomIZed<br />
soLutIons For maXImum reLIaBILIty<br />
LIfEtImE ExCELLENCE<br />
PALfINGER WIND – thE GLobAL WIND CRANE<br />
ExPERt foR INNovAtIvE AND CuStomIzED<br />
SoLutIoNS foR mAxImum RELIAbILIty<br />
typesettIng<br />
1<br />
» Headlines consist of at least two and a maximum<br />
of four rows of justified text.<br />
» The last row in the headline block is left-aligned.<br />
» Rows are aligned with the bottom edge.<br />
» Text must be matched to the typesetting; gaps and<br />
hyphenation should be avoided wherever possible.<br />
» Punctuation is not used at the end of the sentence.<br />
hIghLIghtIng<br />
» Product categories, product descriptions and the most<br />
important product benefits are highlighted in yellow.<br />
» The amount of yellow content in headlines should be<br />
around 30 % and never more than 50 %.<br />
3 /4 X<br />
30
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2.18 Headline System /<br />
Tracking<br />
To ensure as consistent a look as<br />
possible on the title pages of all<br />
PALFINGER publications, headline<br />
fonts must remain within a defined<br />
framework.<br />
PALFINGER / GB / <strong>CD</strong> / xyx<br />
corporate desIgn<br />
Gothic Next LT Pro bold<br />
L + 0<br />
Latest controLtecHnoLogy<br />
+ 25<br />
Latest controLtecHnoLogy<br />
+ 60<br />
Latest controLtecHnoLogy<br />
trackIng<br />
» Standard tracking is +25.<br />
» Tracking can be varied for better typographical<br />
appearance although the minimum tracking may not<br />
be less than 0 and the maximum not more than 60.<br />
» Tracking in the last line of a headline block should be<br />
matched to the tracking of the last-but-one line<br />
(e.g. both lines +30).<br />
» Word spacing in lines can be manually adjusted:<br />
minimum 90 %, maximum 120 %.<br />
» Leading is 110 %.<br />
» Font size for individual advertising material is defined<br />
in the chapter > MEDIa.<br />
31
cd<br />
2.19 Product Icons<br />
New icons have been developed<br />
for individual product groups and<br />
company divisions that symbolise<br />
their respective areas. The icons<br />
represent products in reduced,<br />
abstract form and don’t go into<br />
the technical detail of the product.<br />
Benefit: the known system is<br />
retained, the icons can be shown<br />
smaller and have a better impact<br />
from a distance.<br />
MarInE / <strong>CD</strong> / ICOnS<br />
corporate desIgn<br />
MarIne eu /na<br />
Marine Cranes<br />
Marinekrane<br />
desIgn<br />
Offshore<br />
Cranes<br />
Offshorekrane<br />
Launch and<br />
recovery<br />
Systems<br />
Wind Cranes<br />
Windkrane<br />
» Vehicles and loads are shown in grey.<br />
» PALFINGER products are always shown in blue.<br />
» The icons may not be changed in colour or form.They<br />
generally stand on a white background with a light<br />
mirroring effect.<br />
» In exceptional cases (for technical reasons), the<br />
after Sales and<br />
Service<br />
mirroring can be left off.<br />
» When multiple icons are used they must all be shown<br />
in the same size.<br />
32
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2.20 Product Icons as Button<br />
In principle, the icons are available<br />
with a reflection on a white background.<br />
When they are placed on<br />
coloured backgrounds, icons must<br />
be displayed in a square button.<br />
corporate desIgn<br />
1 / 7 x<br />
1 / 10 X<br />
2 / 10 X<br />
Button desIgn<br />
radius = 5 % of X<br />
» Buttons are square with rounded corners.<br />
» The corner radius is equivalent to 5% of the button size.<br />
» Icons are centred horizontally in the button with sufficient<br />
distance from the edge. They are vertically aligned<br />
with the lower edge of the tallest icon.<br />
» Vehicle heights are always the same.<br />
» The line width of the border is dependent on the size of<br />
the button (at least 0.25 pt).<br />
X<br />
Button pLaceMent<br />
WWW.PALFINGERMARINE.COM<br />
» Buttons are placed on coloured areas and/or images.<br />
» On white backgrounds the icons are displayed without a<br />
button.<br />
» Buttons are used as a link between areas and images.<br />
Here 1 /7 of the button height projects from the image<br />
or the coloured area.<br />
» When placing multiple icons together they all must be<br />
shown in the same size.<br />
33
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2.21 The Picture Concept<br />
WIND CRANES<br />
LIfEtImE ExCELLENCE<br />
PALfINGER WIND – thE GLobAL WIND CRANE<br />
ExPERt foR INNovAtIvE AND CuStomIzED<br />
SoLutIoNS foR mAxImum RELIAbILIty<br />
MarInE / <strong>CD</strong> / PICTUrECOnCEPT<br />
1<br />
corporate desIgn<br />
Professional photography, aesthetic product presentation and a consistent visual<br />
style are just as essential design elements in corporate design as colours and fonts.<br />
Therefore, there are clear company guidelines about how PALFINGER photos should<br />
look and be produced.<br />
These guidelines are detailed in the PALFINGER Photo Briefing and are available for<br />
download here.<br />
PALFINGER photos should have a unique look created by the duotone effect and create<br />
a differentiated branding: photos are desaturated and partially coloured with shades of<br />
blue. This unique picture style applies to all images and title images!<br />
34
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2.22 Image Pictures<br />
PALFINGER corporate marketing<br />
produces a high-quality image for<br />
each product category and company<br />
division, showing the products in a<br />
spectacular setting, operating in a<br />
heroic manner.<br />
In the image pictures, the focus is<br />
more on mood and emotion than on<br />
the product presentation. Breadth<br />
and space allow spectacular operational<br />
situations or locations to be<br />
optimally shown to advantage.<br />
usage<br />
» Title pages of product folders, image folders,<br />
adverts, magazines, posters, background<br />
images on websites, etc.<br />
Print files for image pictures are<br />
only available on direct request from<br />
PALFINGER Corporate Marketing.<br />
corporate desIgn<br />
35
cd<br />
2.23 Title Pictures<br />
The individual colour style also<br />
applies to all title pictures on<br />
PALFINGER brochures and<br />
folders. With title pictures,<br />
industry-typical products and<br />
activities are in the foreground –<br />
staged, exaggerated and stylized<br />
in spectacular settings,<br />
locations and use.<br />
Here, the focus should be on<br />
product benefits, innovations<br />
or outstanding performance:<br />
for example, lifting power,<br />
precision, range, robustness,<br />
durability, speed, ease of use,<br />
etc.<br />
usage<br />
» Front pages of product folders, title<br />
pages, technical folders, adverts,<br />
website, etc.<br />
corporate desIgn<br />
36
cd<br />
2.24 Product Pictures<br />
Product photos used on the inside<br />
pages of folders and brochures<br />
are not provided with the duotone<br />
effect. Here, pure industry-specific<br />
products and performances are<br />
at the forefront.<br />
Product benefits, innovations and<br />
the performance spectrum should<br />
be presented as clearly as possible:<br />
lifting power, precision, range,<br />
robustness, durability, speed,<br />
control, etc.<br />
usage<br />
» Inside pages of product folders, technical<br />
folders, websites, etc.<br />
corporate desIgn<br />
37
cd<br />
2.25 Close-up Pictures<br />
Close-up pictures show special<br />
features or illustrate product uses<br />
and benefits.<br />
These photos are exclusively used<br />
on the inside pages of brochures<br />
and folders.<br />
usage<br />
» Inside pages of product folders, technical<br />
folders, websites, etc.<br />
corporate desIgn<br />
38
3. corporate<br />
MedIa<br />
39
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3.1 Introduction<br />
corporate MedIa<br />
All letters, folders, flags, presentations and<br />
communication activities must contribute to the<br />
PALFINGER brand image.<br />
In this way, we create synergies and increase the<br />
brand value. Corporate Media includes all company<br />
communications – both internal as well as external.<br />
aBout thIs chapter<br />
» This chapter provides an insight into the design criteria for the most<br />
important communication media in the PALFINGER Group.<br />
» It demonstrates the correct implementation of the <strong>CD</strong> guidelines.<br />
» It gives a representative picture of PALFINGER company communication.<br />
40
BusIness<br />
statIonery<br />
41
cM<br />
3.2 Business Stationery<br />
With the business cards of every<br />
employee, letterheads and forms,<br />
envelopes and compliments slips, a<br />
company communicates an image<br />
externally. The design is a message<br />
that signalises how professional<br />
and modern the company is, and<br />
how much value it places on<br />
aesthetics and quality.<br />
Which is why there are clear and<br />
strict design guidelines for the<br />
business stationery of a PALFINGER<br />
company that should be adhered to<br />
exactly.<br />
corporate MedIa<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH<br />
Moosmühlstraße 1 | 5203 Köstendorf | Austria<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH<br />
Moosmühlstraße 1 | 5203 Köstendorf | Austria<br />
Faktura: F.-W-Scherer-Straße 24 | 5020 Salzburg | Austria<br />
info-marine@palfinger.com | www.palfingermarine.com<br />
T +43 6216 7660 | F +43 6216 7660 - 2770<br />
Sitz Salzburg | Landes- als Handelsgericht Salzburg<br />
FN 225413s | UID ATU 54683203 | DVR 0035548<br />
Zahlbar und klagbar in Salzburg<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH<br />
Moosmühlstraße 1 | 5203 Köstendorf | Austria<br />
info-marine@palfinger.com | www.palfingermarine.com<br />
T +43 6216 7660 | F +43 6216 7660 - 2770<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH<br />
Moosmühlstraße 1 | 5203 Köstendorf | Austria<br />
Musterfirma<br />
Herr Mustermann<br />
Musterstraße 5<br />
5020 Musterort<br />
Attn.<br />
Date<br />
For your attention<br />
As agreed<br />
Urgend<br />
Please reply<br />
Please return<br />
sabine Jabinger<br />
Head of Marketing<br />
BUSINESS AREA MARINE<br />
Best regards, <strong>Palfinger</strong> Marine- und Beteiligungs-gMBH<br />
Moosmühlstraße 1 | 5203 Köstendorf | Austria<br />
s.jabinger@palfinger.com<br />
t +43 662 6216 7660 - 2751 | f +43 6216 7660 - 2770<br />
M +43 664 40 12 196 | www.palfingermarine.com<br />
42
cM<br />
3.3 Business Cards<br />
The business card is often the<br />
first contact with the outside<br />
world and therefore extremely<br />
important. It is clear and<br />
consistently designed for both<br />
the brand and the family brands.<br />
The position and style of the<br />
address block is defined and<br />
precisely explained on the<br />
following page. Templates are<br />
available via the link, into which<br />
only the person’s individual information<br />
needs to be entered.<br />
MarInE / CM / BUSInESS-CarDS / MarInE<br />
MarInE / CM / BUSInESS-CarDS / DrEggEn<br />
MarInE / CM / BUSInESS-CarDS / nED-DECK<br />
corporate MedIa<br />
sabine Jabinger<br />
Head of Marketing<br />
BUSINESS AREA MARINE<br />
<strong>Palfinger</strong> Marine- und Beteiligungs-gMBH<br />
Moosmühlstraße 1 | 5203 Köstendorf | Austria<br />
s.jabinger@palfinger.com<br />
t +43 662 6216 7660 - 2751 | f +43 6216 7660 - 2770<br />
M +43 664 40 12 196 | www.palfingermarine.com<br />
Morten Jervell Pettersen<br />
Marketing Manager<br />
OFFSHORE CRANES<br />
PALFINGER DREGGEN AS<br />
Hegreneveiens 17A | 5042 Bergen | Norway<br />
m.pettersen@palfinger.com<br />
T +47 55 30 75 - 33<br />
M +47 90 99 16 50 | www.palfingermarine.com<br />
Jolanda van den Brink<br />
Human Resources<br />
LAUNCH AND RECOVERY SYSTEMS<br />
<strong>Palfinger</strong> neD-DeCK BV<br />
Ambachtsweg 10 | 3771 MG Barneveld | The Netherlands<br />
j.vandenbrink@palfinger.com<br />
T +31 342 422 - 105 | f +31 342 492 - 717<br />
M +43 xxx xx xx xxx | www.palfingerneddeck.com<br />
43
BLank BusIness cards<br />
1<br />
2<br />
3<br />
4<br />
5<br />
sabine Jabinger<br />
Head of Marketing<br />
BUSINESS AREA MARINE<br />
<strong>Palfinger</strong> Marine- und Beteiligungs-gMBH<br />
Moosmühlstraße 1 | 5203 Köstendorf | Austria<br />
s.jabinger@palfinger.com<br />
t +43 662 6216 7660 - 2751 | f +43 6216 7660 - 2770<br />
M +43 664 40 12 196 | www.palfingermarine.com<br />
sabine Jabinger<br />
Head of Marketing<br />
BUSINESS AREA MARINE<br />
<strong>Palfinger</strong> Marine- und Beteiligungs-gMBH<br />
Moosmühlstraße 1 | 5203 Köstendorf | Austria<br />
s.jabinger@palfinger.com<br />
t +43 662 6216 7660 - 2751 | f +43 6216 7660 - 2770<br />
M +43 664 40 12 196 | www.palfingermarine.com<br />
desIgn ruLes<br />
1 Logo & gradient<br />
» The logo is positioned in the coloured gradient strip<br />
> LOgO POSITIOnIng / > LOgO SIzES.<br />
2 name<br />
» Font: Trade Gothic Next LT Pro bold/9pt/tracking + 5<br />
» Name without academic title<br />
3 Job description<br />
» Font: Trade Gothic Next LT Pro light/6pt/<br />
line spacing 7 pt/tracking + 5<br />
» The job description can be entered in one or two<br />
languages.<br />
» The text block is aligned with the top border.<br />
4 company division<br />
» Font: Trade Gothic Next LT Pro regular/upper case/<br />
» tracking + 25<br />
5 adresse<br />
» Font: Trade Gothic Next LT Pro light<br />
» 7 pt / line spacing 9 pt / tracking + 5, numbers: + 25,<br />
upper case + 25<br />
» The company name is in upper case and in colour.<br />
» A vertical bar with a space before and after separates<br />
the data.<br />
» Phone, fax and mobile phone are abbreviated to their<br />
initial letters.<br />
» Syntax for phone numbers: the international code is a<br />
standard part of the phone number (without 0 in parentheses),<br />
functionally related separation through spaces.<br />
The extension number is separated with a hyphen.<br />
» Mobile phone numbers are optional.<br />
» The word email is not used.<br />
» Only one Internet address is printed.<br />
» The address block consists of no more than six lines and<br />
is aligned with the bottom border.<br />
productIon<br />
» Business card format 85mmx55mm<br />
» Paper: Creato 340 g /m 2 matt cellophaned<br />
» 4c<br />
44
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3.4 Letter Headed Paper<br />
Letter paper must have a<br />
consistent appearance across<br />
the whole company. Differences<br />
only result from affiliation to<br />
the umbrella brand or a family<br />
brand.<br />
Group division or locations are<br />
differentiated by the address.<br />
MarInE / CM / LETTErHEaDED_PaPEr / MarInE<br />
MarInE / CM / LETTErHEaDED_PaPEr / DrEggEn<br />
MarInE / CM / LETTErHEaDED_PaPEr / nED-DECK<br />
corporate MedIa<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH<br />
Moosmühlstraße 1 | 5203 Köstendorf | Austria<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH<br />
Moosmühlstraße 1 | 5203 Köstendorf | Austria<br />
Faktura: F.-W-Scherer-Straße 24 | 5020 Salzburg | Austria<br />
info-marine@palfinger.com | www.palfingermarine.com<br />
T +43 6216 7660 | F +43 6216 7660 - 2770<br />
Sitz Salzburg | Landes- als Handelsgericht Salzburg<br />
FN 225413s | UID ATU 54683203 | DVR 0035548<br />
Zahlbar und klagbar in Salzburg<br />
PALFINGER NED-DECK | Ambachtsweg 10 | 3771 MG Barneveld | The Netherlands<br />
PALFINGER NED-DECK BV<br />
Ambachtsweg 10 | 3771 MG Barneveld | The Netherlands<br />
neddeck@palfinger.com | www.palfingerneddeck.com<br />
T +31 342 422105 | F +31 342 492717<br />
Rabobank 36.79.13.534<br />
IBAN Code: NL 46 RABO 036 791 3534 | SWIFT Code: Rabo NL 2 U<br />
VAT no.: NL8056.98.218.B.01 | Chamber of Commerce no: 09095130<br />
PALFINGER DREGGEN AS<br />
Hegrenesveien 17A I 5042 Bergen I Norway<br />
dreggen@palfinger.com | www.palfingermarine.com<br />
T +47 5533 3650 | F +47 5533 3651 - 52<br />
45
1<br />
2<br />
3<br />
Letterhead teMpLate<br />
B<br />
a<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH<br />
Moosmühlstraße 1 | 5203 Köstendorf | Austria<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH D<br />
Moosmühlstraße 1 | 5203 Köstendorf | Austria<br />
Faktura: F.-W-Scherer-Straße 24 | 5020 Salzburg | Austria<br />
info-marine@palfinger.com | www.palfingermarine.com<br />
T +43 6216 7660 | F +43 6216 7660 - 2770<br />
C<br />
Sitz Salzburg | Landes- als Handelsgericht Salzburg<br />
FN 225413s | UID ATU 54683203 | DVR 0035548<br />
Zahlbar und klagbar in Salzburg<br />
1 X<br />
1/2 X<br />
X<br />
1/2 X<br />
teMpLate dIMensIons<br />
a 50 mm Sender line<br />
B 25 mm Company information left margin<br />
C 8 mm Company information bottom margin<br />
D 8 mm Distance between company information and<br />
text block<br />
teMpLate eLeMents & typography<br />
» All type is set in PALFINGER house font Trade Gothic<br />
Next Pro.<br />
1 Brand<br />
» The PALFINGER logo is positioned in the coloured<br />
gradient strip > LOgO POSITIOnIng.<br />
» Logo height: 8 mm<br />
2 2 sender<br />
» Font – company: Trade Gothic Next Pro bold/upper<br />
case/5,25 pt/line spacing 7 pt/ tracking + 25<br />
» Font – address: Trade Gothic Next Pro light/5,25 pt/line<br />
spacing 7 pt/tracking + 5<br />
3 3 company information<br />
» Font: Trade Gothic Next LT Pro light<br />
» 7 pt /line spacing 9 pt /tracking + 5, numbers: + 25,<br />
upper case + 25<br />
» The company name is in upper case and in colour.<br />
» A vertical bar with a space before and after separates<br />
the data.<br />
» Phone, fax and mobile phone are abbreviated to their<br />
initial letters.<br />
» Syntax for phone numbers: the international code is a<br />
standard part of the phone number (without 0 in parentheses),<br />
functionally related separation through spaces.<br />
The extension number is separated with a hyphen.<br />
» Mobile phone numbers are optional.<br />
» The word email is not used.<br />
» Only one Internet address is printed.<br />
» The address block is aligned with the bottom border.<br />
productIon<br />
» Letterhead format 210 x297 mm<br />
» Paper: FSC Premium Exclusiv, 80 g/m 2<br />
» 4c<br />
46
1<br />
2<br />
3<br />
4<br />
BLank Letterhead<br />
a B C D<br />
E<br />
F<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH<br />
Moosmühlstraße 1 | 5203 Köstendorf | Austria<br />
Musterfirma<br />
Herr Mustermann<br />
Musterstraße 5<br />
80000 Musterort<br />
Lorem ipsum dolor sit amet ipsum utas doluptaquam,<br />
eratque parciis ut assequate dit, od qui rem<br />
Bergheim/Salzburg, 5. Juni 2012<br />
Sehr geehrter Herr Mustermann,<br />
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut<br />
laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation<br />
ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo.<br />
Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore<br />
eu feugiat nulla facilisis at vero et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril<br />
delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing<br />
elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat.<br />
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut<br />
laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation<br />
ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.<br />
Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore<br />
eu feugiat nulla facilisis at vero et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril<br />
delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing<br />
elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat.<br />
Mit freundlichen Grüßen<br />
Herr Muster<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH<br />
Moosmühlstraße palfinger ag1<br />
| 5203 Köstendorf | Austria<br />
Faktura: F.- W.-Scherer-Straße F.-W-Scherer-Straße 24 | 5020 24 | Salzburg 5020 Salzburg | Austria | Austria Sitz Sitz Salzburg Salzburg | Landes- | Landes- als Handelsgericht als Handelsgericht Salzburg Salzburg<br />
info-marine@palfinger.com info@palfinger.com | www.palfinger.com<br />
| www.palfingermarine.com FN 33393h FN 225413s | UID | ATU UID 36827902 ATU 54683203 | DVR | DVR 0035548 0035548<br />
T +43 + 43 6216 662 4684 7660 - | 2261 F +43 | f 6216 + 43 7660 662 4684 - 2770 - 2280 Zahlbar Zahlbar und und klagbar klagbar in Salzburg in Salzburg<br />
E<br />
BLank dIMensIons<br />
a 115 mm Correspondence text<br />
B 93 mm Subject line<br />
C 56 mm Addressee<br />
D 50 mm Sender line<br />
E 25 mm Left and right margin<br />
F 32 mm Bottom margin<br />
BLank typography<br />
» Arial is the font used for correspondence. It is pre-installed<br />
on all computers around the world and has<br />
a similar typeface as the company font Trade Gothic.<br />
» Font colour is black.<br />
1 sender<br />
» Font – company: Arial bold /5,25 pt/upper case/<br />
line spacing 7 pt/tracking + 25<br />
» Font – address: Arial regular/5,25 pt/line spacing 7pt /<br />
tracking + 5<br />
2 address<br />
» Font: Arial regular /10 pt /line spacing 13 pt/<br />
tracking + 5<br />
» An empty line is left between the street and town.<br />
3 subject line<br />
» Font: Arial regular /14 pt /line spacingt 16 pt /<br />
tracking + 5<br />
» The headline is left justified.<br />
» Not more than two lines.<br />
4 correspondence<br />
» Font: Arial regular, 10 pt/line spacing 12 pt<br />
» Letter copy is left aligned.<br />
» The date is left aligned with one line spacing above<br />
the salutation.<br />
» Salutation and signature at the end of the letter are<br />
offset by two tab stops.<br />
47
1<br />
Letter contInuatIon sheets<br />
a<br />
LoremIquiatibus accum nullate re consequ odipsume si omnimpel ipsunde velicit illenis et a aut alictiunt<br />
et ommolorundi none plit, ipitiorem libus, voluptatur as coreperis enimust, que aut volorer uptatis<br />
palfinger nobit que marine- simus.Etur und beteiligungs-gmbH rectiis moluptame | Vogelweiderstrasse pedigen 40a | 5020 Salzburg delessit | Austria ilique pel ipsunt erfero tecto bea cullat.Od ut<br />
et occus rem. Otatur? Quisimagnis doluptae nonet eum laccus dus qui occullit dis maximil istes asped<br />
untia volendae dolestiatem nem. Cust ad magnimi nullam sundis molorer natquas ducit ea conemol<br />
oresecae quae am, quasitasped maionse catiore sciendis et ari con pro inus idit, ut dundigentiis sanditaesedi<br />
ratureste aturehention ratem dolorrum volendem nobis sequis adicidebit, omnimod iciminctur,<br />
ad quam quis qui ommoloratame coratquia int, abor aut fugit volut andit, officimagnat excea eum<br />
fugiae quodi adignie ntotaque volut eum quo volut rente volupta tempor archit aborpor estiati orisque<br />
qui consed quibusam ium fugia voluptatem. Itatume nimoluptatur rerum aut essit alicidi gnihilia dolorec<br />
erovidem. Is sinitiis quos evellen imaionseque veliquid mo is min prae. Agnatur ionsentis explam, ut<br />
facepudi dolenis iumet voluptae debis ani doluptasped qui odicabore maion placepel ilibus eatur res<br />
alici remperiorem ditatiur sit, inveliquia dolupta temoloreste consequo qui bla comnimusti tempeles<br />
estiniatur sam quam dis expla que vel explaut lam et reped ea dus consent.<br />
Sitionem ventia sunt. Namust ereperum aut volecatur ma voluptatur as sum dolute il magnatus, ad<br />
mossitatenis magnias exerum nulluptae sanda cumquia veri quaerro exceatis commodisin plit et, quibusam<br />
sa con nectur aut et ea porpora tionsequam et quaspeles quas dolut hit et aut aut andae el ipsum<br />
volorenti blatatquam, qui quia venimag nimolup tatquaeptae evendae eicillaut es de coruntio test,<br />
ommoluptas id quatur? Qui cus ut evenda ipientus mint as eum qui sitae. Tium autem ut ullacipsum<br />
nus dolorpor sitassunt ea ime lignametur ad ut que rerovid quidebit, quundantem. Ut aliquis dellendaes<br />
dusam ipsus, siminct otatur abor at ad que nisquias remquis qui suntur si reptati to di sinvenimus<br />
as vollore, totas dolumquas net iuntis eatem etur sit quas ma et re nobit ex est, quossin velendel inus<br />
reptatemos estiusa ndandic ienecto tassit, cullignatqui aut laborec tustiam voluptate sim endias as<br />
dem faces as a plaut a nusanis aut et odio explition re pedigen ihillabore est laudandiae. Bus mostrunt<br />
ut etur re eat volorumqui re volorestrum repelendus molorepudae moditat atis ratium laccabo rporibusa<br />
consequatem. Os cus rem quiam, eos nonetur iasiti il ipictiunt maximusam sit in cum apiento<br />
is solut il molessimus sum reiusam et remquisci ut ad quatectur, ut ra alique eum alia quiasperumet<br />
ellaccatibus cus rectur am ut fuga. Que doluptatia et aut eatus iur? Qui rae liquatus vid ut alicipsam<br />
remposam volum haribusdae. Ita voluptatur samus quat ommolupta se est, vendelibus.<br />
Genitis nonsed qui solupta ssenisquo te si corehendis modit illorem porepta tquatus cillestiae. Et<br />
reicatur, illaceatur ad eos maionem nuscipit oditasim quidebis doluptusda quatestiur, si il eos deliquae<br />
nos rero volorat ectiae pa debitas expelit, eaturia quam fugita experna turesendaes at rem sitaten<br />
deliquibus minullit mos ulparum illa quasi totaquis rat moluptae et volorit quis pero volum, senis aut<br />
faci consequ istium aut repelest, cor simini quaeratur simi, sequi uta quame dunt aut ut hit ut hil in<br />
eos ex et quiame quia nessimos nossim elit odit re doluptas quae dolora inum eic to quas invenemqui<br />
sunt que dolupta solorate dolut paruptincia quam ipsunt, exeris dolorerrum nos qui dolorum voluptas<br />
quisqui optior aut rerfers peribus.<br />
Te autemquis non nobis susdant invendento eaquia imod quo et imporum verume venda porepud itectaepta<br />
impedip sapidia qui odic te nienime nihici unt quasime parum undent aborro et ma sin nonsed<br />
ut providi cus. Ximiniatem et aut oditature vit officienda experit excesed igenia quam unt la plitios aperate<br />
labo. Cusciendiam harum volore ommos et eatur sam dolum vel ma quas eost, ommossi tiosto te<br />
con porem. Ex et quos ressunt.<br />
Invendem qui aliqui consed mi, te sae. Ut hicimusdae natur si dolut pre explat exeribus de consectur?<br />
Asperchit, intia consed quo vollend icienducit, nobis essi que nihitia volupta quaspicipsae quid ut qui<br />
volorerum autas porpore stionestios ut vel mo estibus doluptati re, init eos velitia epreste volorrum excea<br />
vel is none min comnim etur rent exere, omnimo to et abores expe idendicimus et optatii ssitibus<br />
dolore ipsumquodit molupta ssusdae res aliquaspide verum quas sitinci autetur iorrovitam la solupit<br />
repelit ioratas eiciisitia sitatio vendam rerspelique des rem vere eaquist quis res atibus iduci corrorp<br />
oreresequide cus dolorum quam aut odi demollorro blatiant volupta tectem accab in cus assimus, to<br />
molupta temperum dist quo cum eaque mod excepudant unt et quae omnime idelici ut alis ipientum<br />
que maio et aut viduciunt, auta doluptiis est, utem fuga. Bo. Ut verferiti tem estiis et, suscimpora in<br />
recto corisci endest volut ut eat aped quatibus estrum es quias doluptatem. Ed maion con pla into<br />
blaccus utesciur? Ex et quos ressunt.<br />
palfinger marine- und beTeiligungs-gmbH<br />
Vogelweiderstrasse 40a | 5020 Salzburg | Austria<br />
B info@palfingermarine.com | www.palfingermarine.com<br />
T + 43 662 880033 - 2751 | f + 43 662 880033 - 2770<br />
Sitz Salzburg | Landes- als Handelsgericht Salzburg<br />
FN 33393h | UID ATU 36827902 | DVR 0035548<br />
Zahlbar und klagbar in Salzburg<br />
teMpLate dIMensIons<br />
a 32 mm Body text<br />
B 25 mm Body text bottom margin<br />
teMpLate eLeMents & typography<br />
» All type is set in the PALFINGER house font Trade Gothic<br />
Next Pro.<br />
1 Brand<br />
» The PALFINGER logo is positioned in the coloured<br />
gradient strip > LOgO POSITIOnIng.<br />
» Logo height: 8mm<br />
BLank typography<br />
correspondence<br />
» Font: Arial regular, 10 pt/line spacing 12 pt<br />
» The date is left aligned with one line space above the<br />
salutation.<br />
» Salutation and signature at the end of the letter are<br />
offset by two tab stops.<br />
48
cM<br />
3.5 US Letter Format<br />
The positions of text blocks<br />
for the North American letter<br />
format are also exactly defined.<br />
The text blocks are arranged<br />
within the frame at the top<br />
border and are left aligned (not<br />
justified).<br />
MarInE / CM / US-LETTEr / MarInE<br />
MarInE / CM / US-LETTEr / DrEggEn<br />
MarInE / CM / US-LETTEr / nED-DECK<br />
corporate MedIa<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH<br />
Moosmühlstraße 1 | 5203 Köstendorf | Austria<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH<br />
Moosmühlstraße 1 | 5203 Köstendorf | Austria<br />
Faktura: F.-W-Scherer-Straße 24 | 5020 Salzburg | Austria<br />
info-marine@palfinger.com | www.palfingermarine.com<br />
T +43 6216 7660 | F +43 6216 7660 - 2770<br />
Sitz Salzburg | Landes- als Handelsgericht Salzburg<br />
FN 225413s | UID ATU 54683203 | DVR 0035548<br />
Zahlbar und klagbar in Salzburg<br />
PALFINGER DREGGEN AS<br />
Hegrenesveien 17A I 5042 Bergen I Norway<br />
dreggen@palfinger.com | www.palfingermarine.com<br />
T +47 5533 3650 | F +47 5533 3651 - 52<br />
PALFINGER NED-DECK | Ambachtsweg 10 | 3771 MG Barneveld | The Netherlands<br />
PALFINGER NED-DECK BV<br />
Ambachtsweg 10 | 3771 MG Barneveld | The Netherlands<br />
neddeck@palfinger.com | www.palfingerneddeck.com<br />
T +31 342 422105 | F +31 342 492717<br />
Letter-ForMat<br />
» 215.9 x279.4 mm<br />
or rather 8.5 x11Inches<br />
Rabobank 36.79.13.534<br />
IBAN Code: NL 46 RABO 036 791 3534 | SWIFT Code: Rabo NL 2 U<br />
VAT no.: NL8056.98.218.B.01 | Chamber of Commerce no: 09095130<br />
49
cM<br />
3.6 Compliment Slips<br />
With compliment slips, handwritten<br />
messages can be sent<br />
quickly and uncomplicatedly.<br />
It goes without saying that any<br />
handwritten message should<br />
be clean and readable.<br />
MarInE / CM / COMPLIMEnTSLIP / MarInE<br />
MarInE / CM / COMPLIMEnTSLIP / DrEggEn<br />
MarInE / CM / COMPLIMEnTSLIP / nED-DECK<br />
corporate MedIa<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH<br />
Moosmühlstraße 1 | 5203 Köstendorf | Austria<br />
info-marine@palfinger.com | www.palfingermarine.com<br />
T +43 6216 7660 | F +43 6216 7660 - 2770<br />
PALFINGER DREGGEN AS<br />
Hegrenesveien 17A I 5042 Bergen I Norway<br />
dreggen@palfinger.com | www.palfingermarine.com<br />
T +47 5533 3650 | F +47 5533 3651 - 52<br />
Attn.<br />
Date<br />
For your attention<br />
As agreed<br />
Urgend<br />
Please reply<br />
Please return<br />
Best regards,<br />
Attn.<br />
Date<br />
For your attention<br />
As agreed<br />
Urgend<br />
Please reply<br />
Please return<br />
Best regards,<br />
PALFINGER NED-DECK BV<br />
Ambachtsweg 10 | 3771 MG Barneveld | The Netherlands<br />
neddeck@palfinger.com | www.palfingerneddeck.com<br />
T +31 342 422105 | F +31 342 492717<br />
Attn.<br />
Date<br />
For your attention<br />
As agreed<br />
Urgend<br />
Please reply<br />
Please return<br />
Best regards,<br />
50
1<br />
2<br />
coMpLIMent sLIps<br />
a<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH<br />
Moosmühlstraße 1 | 5203 Köstendorf | Austria<br />
info-marine@palfinger.com | www.palfingermarine.com<br />
T +43 6216 7660 | F +43 6216 7660 - 2770<br />
B<br />
Attn.<br />
Date<br />
For your attention<br />
As agreed<br />
Urgend<br />
Please reply<br />
Please return<br />
Best regards,<br />
teMpLate dIMensIons<br />
a 8 mm Left margin: company information<br />
B 8 mm Bottom margin: company information<br />
teMpLate eLeMents, typography<br />
» All type is set in the PALFINGER house font Trade Gothic<br />
Next Pro.<br />
1 Brand & gradient<br />
» The PALFINGER logo is positioned in the coloured<br />
gradient strip > LOgO POSITIOnIng.<br />
» Logo height: 8mm<br />
2 company information<br />
» The address block is set as with letter headed paper<br />
> LETTErHEaD TEMPLaTE.<br />
productIon<br />
» Compliment slips format 210 x105 mm<br />
» Paper: Target, 150 g/m 2<br />
» 4c<br />
51
cM<br />
3.7 Envelopes<br />
Branded envelopes show<br />
professionalism and size.<br />
Therefore all business<br />
correspondence from<br />
PALFINGER companies<br />
must be sent in envelopes<br />
that are marked with the<br />
colour strip and logo.<br />
Attention has been paid to<br />
postal requirements such<br />
as machine readability<br />
and franking fields.<br />
MarInE / CM / EnVELOPES / MarInE<br />
MarInE / CM / EnVELOPES / DrEggEn<br />
MarInE / CM / EnVELOPES / nED-DECK<br />
corporate MedIa c6 enveLope<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH<br />
Moosmühlstraße 1 | 5203 Köstendorf | Austria<br />
Musterfirma<br />
Herr Mustermann<br />
Musterstraße 5<br />
5020 Musterort<br />
PALFINGER DREGGEN AS | Hegrenesveien 17A I 5042 Bergen I Norway<br />
Musterfirma<br />
Herr Mustermann<br />
Musterstraße 5<br />
5020 Musterort<br />
teMpLate dIMensIons<br />
a 20 mm Right hand margin – strip<br />
B 15 mm Bottom margin<br />
(minimum distance for post)<br />
teMpLate eLeMents, typography<br />
1 Brand & gradient<br />
» The PALFINGER logo is positioned in the coloured<br />
gradient strip > LOgO POSITIOnIng.<br />
» Logo height: 8 mm<br />
PALFINGER NED-DECK BV | Ambachtsweg 10 | 3771 MG Barneveld | The Netherlands<br />
Musterfirma<br />
Herr Mustermann<br />
Musterstraße 5<br />
5020 Musterort<br />
B<br />
1<br />
a<br />
52
c5 enveLope<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH<br />
Moosmühlstraße 1 | 5203 Köstendorf | Austria<br />
Musterfirma<br />
Herr Mustermann<br />
Musterstraße 5<br />
5020 Musterort<br />
www.PALFINGERMARINE.coM<br />
MarInE / CM / EnVELOPES / MarInE<br />
MarInE / CM / EnVELOPES / DrEggEn<br />
MarInE / CM / EnVELOPES / nED-DECK<br />
palfinger Dreggen aS | Hegrenesveien 17A I 5042 Bergen I Norway<br />
Musterfirma<br />
Herr Mustermann<br />
Musterstraße 5<br />
5020 Musterort<br />
www.palfingerMarine.coM<br />
B<br />
1<br />
a<br />
teMpLate dIMensIons<br />
a 20 mm Right hand margin – strip<br />
B 15 mm Bottom margin<br />
(minimum distance for post)<br />
teMpLate eLeMents, typography<br />
1 Brand & gradient<br />
» The PALFINGER logo is positioned in the coloured<br />
gradient strip > LOgO POSITIOnIng.<br />
» Logo height: 8 mm<br />
» The Internet address is integrated into the strip.<br />
palfinger neD-DeCK BV | Ambachtsweg 10 | 3771 MG Barneveld | The Netherlands<br />
Musterfirma<br />
Herr Mustermann<br />
Musterstraße 5<br />
5020 Musterort<br />
www.palfingerneDDeCK.Com<br />
53
c4 enveLope<br />
palfinger Marine- UnD BeTeiligUngS-gMBH<br />
Moosmühlstraße 1 | 5203 Köstendorf | Austria<br />
Musterfirma<br />
Herr Mustermann<br />
Musterstraße 5<br />
5020 Musterort<br />
www.palfingerMarine.coM<br />
MarInE / CM / EnVELOPES / MarInE<br />
MarInE / CM / EnVELOPES / DrEggEn<br />
MarInE / CM / EnVELOPES / nED-DECK<br />
B<br />
a<br />
1<br />
palfinger Dreggen aS | Hegrenesveien 17A I 5042 Bergen I Norway<br />
Musterfirma<br />
Herr Mustermann<br />
Musterstraße 5<br />
5020 Musterort<br />
www.palfingerMarine.coM<br />
teMpLate dIMensIons<br />
a 20 mm Right hand margin – strip<br />
B 15 mm Bottom margin<br />
(minimum distance for post)<br />
teMpLate eLeMents, typography<br />
1 Brand & gradient<br />
» The PALFINGER logo is positioned in the coloured<br />
gradient strip > LOgO POSITIOnIng.<br />
» Logo height: 8 mm<br />
» The Internet address is integrated into the strip.<br />
PALFINGER NED-DECK BV | Ambachtsweg 10 | 3771 MG Barneveld | The Netherlands<br />
Musterfirma<br />
Herr Mustermann<br />
Musterstraße 5<br />
5020 Musterort<br />
www.PALFINGERNEDDECK.Com<br />
54
cM Sabine<br />
3.8 Email Signature<br />
Every user has to make the<br />
signature on his own.<br />
For help contact your<br />
local IT.<br />
corporate MedIa<br />
1<br />
2<br />
3<br />
4<br />
5<br />
Jabinger<br />
Head of Marketing Marine<br />
BUSINESS AREA MARINE<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH<br />
Moosmühlstraße 1<br />
5203 Köstendorf | Austria<br />
T +43 6216 7660 - 2751<br />
F +43 6216 7660 - 2770<br />
M +43 669 170 888 88<br />
www.palfingermarine.com<br />
s.jabinger@palfinger.com<br />
Legal notices are following.<br />
desIgn ruLes<br />
1 name<br />
» Font: Arial regular 10pt<br />
» Name without academic title<br />
2 Job description<br />
» Font: Arial regular 10pt<br />
» The job description can be entered in one or two<br />
languages.<br />
3 company division<br />
» Font: Arial bold 10pt<br />
4 adress<br />
» Font: Arial regular 10 pt<br />
» The company name is in upper case and the Font are:<br />
Arial bold 10 pt<br />
» A vertical bar with a space before and after separates<br />
the data.<br />
» Phone, fax and mobile phone are abbreviated to their<br />
initial letters.<br />
» Syntax for phone numbers: the international code is a<br />
standard part of the phone number (without 0 in parentheses),<br />
functionally related separation through spaces.<br />
The extension number is separated with a hyphen.<br />
» Mobile phone numbers are optional.<br />
» The word email is not used.<br />
» Only one Internet address is printed.<br />
5 Legal notices<br />
» Font: Arial regular 10 pt<br />
55
BrandIng<br />
56
cM<br />
3.9 Dealer Orientation<br />
System / Pylon Signs<br />
Sales and service locations around<br />
the world must have a consistent<br />
appearance. The first and most<br />
striking symbol is the pylon sign,<br />
which must be positioned so that<br />
it can be seen clearly from the<br />
road. This pylon sign provides<br />
orientation about the PALFINGER<br />
products and services available<br />
from the location. For presentation,<br />
the PALFINGER icons are used<br />
> PrODUCT ICOnS.<br />
corporate MedIa<br />
1/2 X<br />
1400 mm<br />
X<br />
3500 mm<br />
1/2 X<br />
1/2 X<br />
0<br />
desIgn ruLes<br />
» Pylon dimensions: 1400 x3500 x400 mm<br />
» Front: white and blue Perspex.<br />
» Side: blue Perspex.<br />
» Product icons from adhesive foil<br />
» A maximum of eight icons is allowed.<br />
» Product icons can be easily added.<br />
» The front consists of modular pockets for exchanging<br />
the product icons.<br />
57
cM X<br />
3.10 Flags<br />
When flags are produced using<br />
a 4-colour print process, they<br />
always carry the colour of<br />
the defined colour strip as a<br />
gradient. When they are<br />
produced in special colours,<br />
the colour strip can be printed<br />
in a single colour using the<br />
defined Pantone colour<br />
> COLOUr VaLUES.<br />
The logos are aligned with the<br />
upper edge and read from top<br />
to bottom<br />
> LOgO POSITIOnIng.<br />
MarInE / CM / FLag<br />
corporate MedIa<br />
X<br />
58
cM<br />
3.11 roll Up Systems<br />
For trade fairs, exhibitions,<br />
product presentations and<br />
POS, mobile roll up systems<br />
are excellent for creating<br />
branding and for displaying<br />
messages. Because different<br />
roll up subjects can be used<br />
next to each other, exactly<br />
maintaining the design grid<br />
is essential for a consistent,<br />
cohesive appearance.<br />
MarInE / CM / rOLLUP S<br />
X<br />
corporate MedIa<br />
X<br />
WWW.PALFINGERMARINE.COM<br />
desIgn ruLes<br />
1000 mm<br />
2200 mm<br />
2:5<br />
1/14<br />
» The format is a seven-segment vertical grid<br />
> COLOUr graDIEnT aS DESIgn ELEMEnT.<br />
» Text and images are positioned within this grid.<br />
» The logo is aligned with the centre. With long<br />
formats, the vertical distance from the top edge<br />
can be more than one multiple of the logo’s height<br />
> LOgO POSITIOnIng.<br />
X<br />
1000 mm<br />
WWW.PALFINGERMARINE.COM<br />
0 0<br />
3500 mm<br />
2:5<br />
1/14<br />
» With similar format widths, the logo size remains<br />
the same.<br />
» The colour gradient is vertical > COLOUr graDIEnT.<br />
» The distance between the Internet address and lower<br />
edge is 1/14 of the overall height.<br />
59
cM<br />
3.12 roll Up Variants<br />
Icon buttons can optionally be<br />
placed on the roll up.<br />
If no images are used, the colour<br />
gradient is continuous. In such<br />
cases, text is positioned where<br />
the image would normally appear.<br />
MarInE / CM / rOLLUP S<br />
corporate MedIa<br />
WWW.PALFINGERMARINE.COM<br />
desIgn ruLes wIth Icon<br />
» The colour gradient is vertical.<br />
» The width of the buttons is equal to 40% of the<br />
width of the PALFINGER logo.<br />
» 1/7 of the button area projects into the picture<br />
> PrODUCT ICOnS.<br />
» All Internet addresses have the same font size.<br />
The longest is aligned with the PALFINGER claim.<br />
WWW.PALFINGERMARINE.COM<br />
60
cM<br />
3.13 Trade Fair Display Walls<br />
Trade fairs are extremely<br />
important points of contact<br />
between customers and the brand.<br />
Therefore, every PALFINGER<br />
trade stand must be high quality<br />
and conform to the Corporate<br />
Design. Professional image and<br />
advertising material must be used.<br />
PALFINGER trade stands are<br />
available in finished modules that<br />
can be ordered from Corporate<br />
Marketing. There are precise<br />
guidelines for self-produced<br />
exhibition systems that can be<br />
downloaded here.<br />
MarInE / CM / TraDEFaIr_DISPLaYWaLLS<br />
X<br />
corporate MedIa<br />
desIgn grId<br />
» Trade stands should consist of at least three panels.<br />
» The coloured gradient is vertically oriented on the<br />
panels > COLOUr graDIEnT.<br />
» The logo is positioned centrally on the panel in the<br />
coloured gradient > LOgO POSITIOnIng.<br />
» One logo per wall is sufficient, always on the outerend<br />
panel.<br />
WWW.PALFINGERMARINE.COM<br />
WWW.PALFINGERMARINE.COM<br />
WWW.PALFINGERMARINE.COM<br />
920 mm<br />
2500 mm<br />
» The basic panel layout consists of a seven-segment<br />
vertical grid. Pictures and text must be positioned within<br />
this grid.<br />
» Less is more. Large, striking images create a better<br />
effect than a grid divided into small sections.<br />
» Pictures can extend over multiple panels.<br />
2:5<br />
1/7<br />
0<br />
61
ModuLar dIspLay waLLs<br />
WWW.PALFINGERMARINE.COM<br />
WWW.PALFINGERMARINE.COM<br />
WWW.PALFINGERMARINE.COM<br />
62
cM 4000<br />
3.14 SYMa Illuminated Cube<br />
Stand<br />
The SYMA System is perfectly<br />
suited to indoor trade stands.<br />
Logos, colour strips and pictures<br />
can be mounted on the backlit<br />
cubes with foil, ensuring a highquality<br />
appearance.<br />
corporate MedIa<br />
100 mm<br />
6500 mm<br />
mm<br />
fast 2:5<br />
0 mm<br />
63
syMa ILLuMInated cuBe stand<br />
MarInE / CM / TraDEFaIr / SYMa-STanD<br />
EPSILOn / CM / TraDEFaIr / SYMa-STanD<br />
BasIc constructIon<br />
» The rear walls dimensions are 6.50x4.00 m.<br />
» The dimensions of the single SYMA illuminated cubes<br />
are 100 x100 mm.<br />
» The counter is branded with a neutral PALFINGER logo<br />
in grey and can therefore be used by all brands.<br />
» The storage area is a neutral grey light cube.<br />
» The wooden floor is dark brown.<br />
» Lighting strips provide high-quality illumination.<br />
desIgn grId<br />
» The rear walls of the SYMA illuminated cubes can<br />
be freely decorated with text and images.<br />
» Image and text formats are governed by the light<br />
cube grid.<br />
» The light cubes are laminated with a single colour.<br />
The colour gradient is produced by the backlighting<br />
> COLOUr VaLUES.<br />
» The logos are on the outside of the rear walls and<br />
positioned centrally on the cubes > LOgO POSITIOnIng.<br />
64
product<br />
Brochures<br />
65
cM<br />
3.15 Brochures<br />
corporate MedIa<br />
Brochures and leaflets are the most important sales<br />
tools and the most common point of contact with the<br />
brand for PALFINGER customers.<br />
Different product brochures always sit next to each<br />
other in dispensers. Which is why, above all, the title<br />
pages should adhere exactly to the design guidelines<br />
to create a professional, consistent overall impression!<br />
66
cM<br />
3.16 Brochure Title Pages<br />
In a row with other title pages, including<br />
those from other divisions,<br />
brochures must have a consistent<br />
look. Therefore, there are strict<br />
design guidelines.<br />
paper<br />
two-, four-, six- und eight-pager<br />
» Cover and inside pages: Hello Silk, 200 g/m 2<br />
ten- and twelve-pager<br />
» Cover and inside pages: Hello Silk, 170g / m2 sixteen or more pages<br />
» Cover: 200 g/m 2 , inside pages: 150 g/m 2<br />
Image and brand brochure<br />
» Cover: 250 g/m 2 , inside pages: 170 g/m 2<br />
MarInE / CM / PrODUCTBrOCHUrE<br />
corporate MedIa<br />
product Brochure dIn a4<br />
WIND CRANES<br />
desIgn guIdeLInes For tItLe pages<br />
LIfEtImE ExCELLENCE<br />
PALfINGER WIND – thE GLobAL WIND CRANE<br />
ExPERt foR INNovAtIvE AND CuStomIzED<br />
SoLutIoNS foR mAxImum RELIAbILIty<br />
» The > TITLE PICTUrES must have an individual duotone<br />
effect and, together with the headline, strikingly<br />
present the product usage or benefits<br />
» The > COLOUr graDIEnT runs from top to bottom.<br />
The height of the strip is equal to 2/5 of the page height.<br />
The logo with claim is always positioned in the upper<br />
right corner > LOgO POSITIOnIng.<br />
» The logo size is strictly defined > LOgO SIzES.<br />
» The product descriptor is yellow, aligned left and in line<br />
with the top edge of the logo.<br />
1<br />
2:5<br />
typography<br />
» The headline is set in upper case, justified. The text<br />
is two to four lines long and aligned with the bottom<br />
edge of the coloured strip > HEaDLInE SYSTEM /<br />
TYPESETTIng.<br />
» The product category, descriptor and benefits are<br />
highlighted in yellow. The yellow component should be<br />
between 30 and 50 % of the headline.<br />
» Font sizes on DIN A4 title pages:<br />
Trade Gothic Next LT Pro bold 28pt/line spacing 30 pt<br />
» Font sizes on DIN A5 /DIN long title pages:<br />
Trade Gothic Next LT Pro bold 14pt/line spacing 16 pt<br />
> HEaDLInE SYSTEM / TraCKIng.<br />
67
cM<br />
3.17 Brochure Structure –<br />
four-pager<br />
Every PALFINGER brochure<br />
must have a page devoted to the<br />
> BranD ESSEnCE. With a<br />
four-page brochure, this is the<br />
back page. Here, the > BranD<br />
VaLUES are broken down on a<br />
product level and shown as<br />
> BranD PrOMISE in keywords.<br />
These keywords (minimum<br />
three, maximum eight) should<br />
be specifically targeted against<br />
the competition.<br />
Technical drawings and performance<br />
curves stand on grey backgrounds<br />
> COLOUr VaLUES.<br />
InDesign files for a four-page<br />
brochure template can be downloaded<br />
from this Link.<br />
MarInE / CM / PrODUCTBrOCHUrE<br />
corporate MedIa<br />
<strong>Palfinger</strong> marine Services AS<br />
Skålagato 50 | 5470 Rosendal<br />
Norway<br />
T +47 900 52 272<br />
marine-services@palfinger.com<br />
www.palfingermarineservices.com<br />
LIFETImE ExCELLENCE<br />
PALFINGER mARINE SERVICES – YOUR<br />
GLOBAL SERVICE PARTNER, DEDICATED TO<br />
PROVIDING RELIABLE, RESPONSIVE AND<br />
COST-EFFICIENT SERVICE FOR mARINE<br />
CRANES, OFFSHORE CRANES AND LIFE-<br />
SAVING APPLIANCES.<br />
HIGHER VALUE<br />
RETENTION<br />
BETTER<br />
SOLUTIONS<br />
HIGHER<br />
SERVICEABILITY<br />
mORE<br />
FLExIBILITY<br />
mORE<br />
RELIABILITY<br />
BETTER<br />
EFFICIENCY<br />
BETTER<br />
ERGONOmICS<br />
HIGHER<br />
AVAILABILITY<br />
For further information please visit: www.palfinger.com/thebrand<br />
Applications shown in the leafl et do not always correspond to the standard specifi cations. Country-specifi c regulations must be considered.<br />
Dimensions may vary. Subject to technical changes, errors and translation mistakes.<br />
AFTER SALES AND SERVICE<br />
mAxImIZE THE LIFETImE OF YOUR<br />
EQUIPmENT<br />
KP-MARINESERV12+E / E 08 / 12, K 12 / 12, D 12 / 12<br />
-<br />
AFTER SALES AND SERVICE<br />
Palfi nger Marine Services operates on a global scale and off ers a wide range of services<br />
for the shipping, off shore and wind industries.<br />
As a business unit within the PALFINGER MARINE Group, Palfi nger Marine Services<br />
combines PALFINGER MARINE’s professional knowledge, long-standing customer<br />
relationships, spare parts from a world leading supplier and a worldwide service network.<br />
Palfi nger Marine Services is your specialist in After Sales and Service for marine and<br />
off shore cranes, davits, winches, lifeboats and hooks. Trained and experienced<br />
professionals work globally to provide you with the highest level of service.<br />
≥ Global service network<br />
≥ 24/7 service – professional help whenever and wherever you need it<br />
≥ Experienced professionals working worldwide<br />
24H SERVICE NUmBER: +47 94 84 96 90<br />
ANNUAL INSPECTION AND mAINTENANCE ORIGINAL SPARE PARTS<br />
≥ IMO/SOLAS MSC.1/Circ 1206 compliance ≥ Worldwide coverage and 24/7 availability<br />
(annual and 5-yearly control)<br />
≥ PALFINGER MARINE central warehouse,<br />
≥ Professional service engineers<br />
covering most of the spare parts<br />
≥ Approved check list and service reports ≥ For all leading crane, lifeboat and davit<br />
≥ Service certifi cate issued after fi nal<br />
manufacturers<br />
inspection<br />
≥ Single point of contact and single point<br />
≥ Training of the crew<br />
of billing<br />
≥ Competitive prices by leveraging global<br />
buying power<br />
mULTIBRAND SERVICING<br />
TRAINING SERVICES<br />
≥ All leading OEM brands<br />
≥ User training for crew/operators<br />
- spare parts<br />
≥ 1st line maintenance, trouble shooting<br />
- repairs<br />
and repairs<br />
- service<br />
≥ Certifi cation courses for Ned-Deck Marine<br />
≥ Comprehensive knowledge and service equipment in accordance with MSC.1/Circ 1206<br />
history<br />
≥ Familiarization courses for superintendents,<br />
≥ Global service network<br />
crew, classifi cation societies and fl ag states<br />
≥ One-stop shop<br />
≥ IMO/MSC annual inspection and maintenance,<br />
release and retrieval systems (hook)<br />
SERVICE AGREEmENTS<br />
≥ Predictive maintenance - Palfi nger Marine<br />
Services keeps track of services<br />
≥ Shipping or off shore wind park agreements<br />
≥ Single point of contact<br />
≥ Fixed prices for annual and 5-yearly services<br />
≥ Always in compliance with the latest<br />
regulations<br />
RELEASE & RETRIVAL SYSTEm (HOOK)<br />
≥ In compliance with regulations (IMO/SOLAS<br />
regulation MSC.1/Circ 1206/1277/1392)<br />
≥ CAR 35 Replacement Program for rescue<br />
boats and rafts<br />
LIFETImE ExCELLENCE<br />
PALFINGER mARINE SERVICES IS YOUR<br />
SPECIALIST IN WORLDWIDE AFTER SALES<br />
AND SERVICE FOR THE mARITImE AND<br />
OFFSHORE INDUSTRIES<br />
≥ Extensive experience in re-hooking<br />
≥ Global network of installation teams<br />
≥ Partner of OEM manufacturers for release<br />
and retrieval systems<br />
1<br />
3<br />
68
cM<br />
3.18 Brochure Structure –<br />
twelve or more pages<br />
Every PALFINGER brochure<br />
must have a page devoted to the<br />
> BranD ESSEnCE. With a<br />
brochure of twelve or more pages,<br />
this is page 2. Here, the > BranD<br />
VaLUES are broken down on a<br />
product level and shown as<br />
> BranD PrOMISE in keywords.<br />
These keywords (minimum three,<br />
maximum eight) should be<br />
specifically targeted against the<br />
competition. Product brochures<br />
must present the product benefits<br />
from a customer’s point of view and<br />
are modularly structured: first large<br />
photos of the application situation<br />
followed by details such as technical<br />
features and, finally, technical<br />
drawings.<br />
MarInE / CM / PrODUCTBrOCHUrE<br />
corporate MedIa<br />
<strong>Palfinger</strong> marine- und beteiligungs-Gmbh<br />
moosmühlstr. 1 | 5203 Köstendorf<br />
Austria<br />
t +43 6216 7660<br />
wind@palfinger.com<br />
www.palfingermarine.com<br />
WWW.PALfINGERmARINE.Com<br />
We reserve the right to change design and specification without prior notice. Applications shown in the leaflet do not always correspond to the standard specifications.<br />
Country-specific regulations must be considered for the crane installation. Dimensions may vary. Subject to technical changes, errors and translation mistakes.<br />
4<br />
8<br />
ouR ComPLEtE LIftING CoNCEPt:<br />
thE ShoRtESt WAy fRom SEA to SKy<br />
ouR PRoDuCt RANGE<br />
NACELLE CRANES PLAtfoRm CRANES<br />
≥ Safe and fast lifting from the platform to the nacelle<br />
≥ Lifting from heli-deck into the nacelle<br />
≥ Handling within the nacelle<br />
≥ Optional man-riding capability<br />
≥ Optional blade and tower inspection<br />
ComPACt tELESCoPIC CRANES (PC)<br />
≥ 1.5 mt to 6.6 mt<br />
≥ Typically used for handling tool kits and spare parts<br />
≥ Light weight and high performance<br />
foLDAbLE KNuCKLE boom CRANES (PK)<br />
≥ 4 mt to 117 mt<br />
≥ Typically used for handling of heavy loads such as generator<br />
parts, drives or electric motors<br />
≥ Compact storage and highest flexibility<br />
≥ Safe and fast unloading of supply vessels at main or auxiliary<br />
boat landing<br />
≥ Flexible material handling on the platform<br />
≥ Customized to accommodate any sea state<br />
≥ Optional man-riding capability<br />
fIxED boom CRANES (SC)<br />
≥ 0.5 mt to 4 mt<br />
≥ Typically paired with a compact telescopic crane (PC) in the<br />
nacelle<br />
≥ Simple design available with electric or hydraulic motor and<br />
manual or electric slewing<br />
StIff boom CRANES (PS/PSm)<br />
≥ 10 mt to 183 mt<br />
≥ Typically paired with a foldable knuckle boom crane (PK) in the<br />
nacelle<br />
≥ Simple handling with variable outreach<br />
KP-WINDSAMM12+E / E 09 / 12, K 09 / 12, D 12 / 12<br />
WIND CRANES<br />
LIfEtImE ExCELLENCE<br />
PALfINGER WIND – thE GLobAL WIND<br />
CRANE ExPERt foR INNovAtIvE AND<br />
CuStomIzED SoLutIoNS foR mAxImum<br />
RELIAbILIty<br />
SubStAtIoN /<br />
ACCommoDAtIoN PLAtfoRm CRANES<br />
≥ Safe and fast unloading of supply vessels<br />
≥ Flexible material handling on the platform<br />
≥ Customized to accommodate any sea state<br />
≥ Rescue lowering point<br />
≥ Optional man-riding capability<br />
StIff boom CRANES (PSm)<br />
≥ 22 mt to 183 mt<br />
≥ Lifting of supply containers, transformers or other spares<br />
≥ World´s leading manufacturer of cranes for the wind<br />
industry<br />
≥ Preferred supplier of onshore and offshore cranes<br />
for nacelles, platforms and transformer stations<br />
≥ Complete lifting concept based on a perfectly matched<br />
set of nacelle and platform cranes<br />
≥ Minimized downtime for servicing and repair work<br />
≥ Safe and fast unloading and hoisting of material and<br />
people<br />
≥ Worldwide service network<br />
1<br />
9<br />
5<br />
2<br />
6<br />
LIfEtImE ExCELLENCE<br />
buILDING A StRoNG RELAtIoNShIP by<br />
PRovIDING ExCELLENt LoCAL SuPPoRt<br />
AND SERvICE thRouGhout thE ENtIRE<br />
PRoDuCt LIfE CyCLE – WE CARE About<br />
you. PALfINGER WIND: thE PREfERRED<br />
SuPPLIER of oNShoRE AND offShoRE<br />
CRANES foR NACELLES, PLAtfoRmS AND<br />
tRANSfoRmER StAtIoNS.<br />
hIGhER vALuE<br />
REtENtIoN<br />
bEttER<br />
SoLutIoNS<br />
hIGhER<br />
SERvICEAbILIty<br />
moRE<br />
fLExIbILIty<br />
moRE<br />
RELIAbILIty<br />
bEttER<br />
EffICIENCy<br />
bEttER<br />
ERGoNomICS<br />
hIGhER<br />
AvAILAbILIty<br />
For further information please visit: www.palfi nger.com/thebrand<br />
ouR ExPERIENCE –<br />
youR bENEfIt<br />
10<br />
PALfINGER WIND<br />
thE PREfERRED SuPPLIER<br />
Windparks equipped with<br />
PALFINGER wind cranes<br />
hIGhESt ENGINEERING ComPEtENCE<br />
A WELL RouNDED PACKAGE<br />
bESt AvAILAbLE SERvICE<br />
≥ 80 years of experience in manufacturing ≥ Professional marine and offshore con-<br />
≥ Worldwide service network<br />
cranes<br />
sulting<br />
≥ Preventive service concept<br />
≥ More than 10 years of specialized<br />
≥ Perfectly matched nacelle and platform<br />
≥ Fast response time for carring out mainte-<br />
experience in wind cranes and off-<br />
cranes<br />
nance and repair<br />
shore-systems<br />
≥ Installation support & commissioning<br />
≥ Global spare parts delivery<br />
≥ Technical support from early development<br />
≥ Operator and maintenance training<br />
≥ Fleet service agreements<br />
≥ Highest product quality<br />
≥ 5 year warranty available<br />
≥ Design approved by class societies,<br />
≥ Proven track record within the wind<br />
e.g. GL, DNV<br />
industry with more than 10 years of<br />
≥ Customized solutions<br />
experience<br />
7<br />
3<br />
11<br />
69
advertIseMents<br />
70
cM<br />
corporate MedIa<br />
3.19 advertisements Advertisements are a high cost method of communication with a very broad reach.<br />
It is, therefore, especially important that they contribute to PALFINGER’s brand world.<br />
Every advert, whether in North America or Southern Europe, China or Australia must,<br />
alone through the design grid, be recognisable as a PALFINGER advert. The varying<br />
formats, product differences and creative freedom demand a degree of flexibility in the<br />
design grid, which is taken into account here. Nevertheless, the basic PALFINGER<br />
Corporate Design rules may not be broken.<br />
generaL desIgn prIncIpLes<br />
Layout<br />
» The layout is divided into picture and coloured gradient<br />
strip.<br />
» The relationship between the sizes of the picture and<br />
coloured strip can be 1:6, 2:5, 3:4 or 4:3. For adverts<br />
that are significantly larger than A4, the coloured strip<br />
can also be a ratio of 1.5:5.5.<br />
» There is no border outline; the advert is arranged in the<br />
print area either with a plain border or full bleed. With<br />
bordered adverts, the margin can be adjusted individually<br />
so that the binding does not obscure the copy.<br />
» The logo should, where possible, stand free. Text is<br />
aligned with the bottom border. Distances between<br />
headline, copy and Internet address should, where<br />
possible, be equal to the height of the logo (X).<br />
Layout adaptions /placementn<br />
» With minor deviations from the standard format, the<br />
height of the strip remains the same and the advert<br />
is adapted through the height of the picture. With the<br />
width, the logo height X remains as a fixed distance.<br />
coloured gradient / logo<br />
» The > coLour gradIent is positioned across the<br />
entire advert and the gradient runs from top to bottom.<br />
In exceptional cases, the strip can run over the full<br />
height of the advert on the right hand side.<br />
» The logo with claim is positioned in the top right of the<br />
strip > Logo posItIonIng.<br />
» The logo size is strictly defined > Logo sIZes.<br />
photos<br />
» All photos must adhere to the PALFINGER > pIcture<br />
concept!<br />
» The picture component should dominate the advert.<br />
» Image adverts only ever use one picture.<br />
text / typography<br />
» Copy is concise and focused on the essentials.<br />
» Principally, all copy is placed in the coloured gradient.<br />
In exceptional cases, the headline can also be<br />
positioned on the picture.<br />
» Only Trade Gothic Next LT Pro is used.<br />
» The font sizes are defined for the most important<br />
advert formats.<br />
» Headline font: Trade Gothic Next LT Pro bold, upper<br />
case/tracking + 25, black and yellow, left aligned<br />
ragged type.<br />
» If the Internet address is integrated into the copy:<br />
Trade Gothic Next LT Pro bold, yellow and in lower case.<br />
» If the Internet address stands alone: Trade Gothic Next<br />
LT Pro bold upper case/tracking + 25, yellow, font size<br />
identical to the font size for the claim.<br />
71
cM<br />
3.20 advertisements<br />
Full Page<br />
MarInE / CM / aDVErTISEMEnTS<br />
5:2<br />
X<br />
flexible<br />
X<br />
X<br />
corporate MedIa<br />
X<br />
maximal 3 zeilen, TRaDe<br />
GOTHiC nexT lT PRO BOlD,<br />
26 PT / zaB 28 PT<br />
Trade Gothic next LT Pro regular 9,5 PT / ZAB 13 PT halici pos<br />
et grae mant? Adducones et? Nostissen silius, tea vivit acered in<br />
senat ad neri, nihiciv ividessus fuem vis? Verei fortemed deponsimili<br />
fes ius omnimmo clabutent?<br />
weB TRaDe GOTHiC nexT lT PRO BOlD, 9,5 PT<br />
desIgn grId<br />
» The colour gradient strip is, without exception, positioned<br />
at the bottom.<br />
» Depending on picture content or length of copy, the relationship<br />
between picture and strip is a ratio of 5:2 or 6:1.<br />
» The border around elements is equal to the height of<br />
the logo > Logo sIZes / > Logo posItIonIng.<br />
» The headline should be in the gradient area but may<br />
also be positioned in the picture.<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH · 5203 Köstendorf, Austria · E-Mail info@palfingermarine.com<br />
X<br />
maximal 3 zeilen, TRaDe<br />
GOTHiC nexT lT PRO BOlD,<br />
26 PT / zaB 28 PT<br />
Trade Gothic next LT Pro regular 9,5 PT / ZAB 13 PT halici pos<br />
et grae mant? Adducones et? Nostissen silius, tea vivit acered in<br />
senat ad neri, nihiciv ividessus fuem vis? Verei fortemed deponsimili<br />
fes ius omnimmo clabutent?<br />
weB TRaDe GOTHiC nexT lT PRO BOlD, 9,5 PT<br />
X X<br />
typography<br />
» All text is Trade Gothic Next LT Pro.<br />
» Claim and Internet address are bold/upper case/9.5 pt/<br />
tracking + 25.<br />
» Copy is regular 9.5 pt /line spacing 13 pt/tracking + 25.<br />
» Headlines are bold/upper case/26p/line spacing 28 pt/<br />
tracking + 25.<br />
» Headlines are a maximum of 3 lines and top aligned.<br />
» The PALFINGER address information is 6pt/regular.<br />
» It is positioned at the right edge of the page vertically<br />
aligned in the image.<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH · 5203 Köstendorf, Austria · E-Mail info@palfingermarine.com<br />
1 /2 X<br />
X<br />
6:1<br />
72
5:2<br />
cM<br />
3.21 advertisements<br />
1/2 Page<br />
max. 2 zeilen, TRaDe GOTHiC nexT lT<br />
PRO BOlD, 20 PT / zaB 22 PT<br />
Trade Gothic next LT Pro regular 8,5 PT / ZAB 11 PT halici pos et grae mant? Adducones et?<br />
Nostissen silius, tea vivit acered in senat ad neri, nihiciv ividessus fuem vis? Verei fortemed<br />
deponsimili fes ius omnimmo clabutent www.PalfinGeRmaRine.COm<br />
MarInE / CM / aDVErTISEMEnTS<br />
corporate MedIa<br />
desIgn<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH · 5203 Köstendorf, Austria · E-Mail info@palfingermarine.com<br />
X<br />
1/2 X<br />
1/2 X<br />
» The coloured gradient strip is preferably positioned at the<br />
bottom. If the picture requires it, the strip can also be on<br />
the right hand side.<br />
» For horizontal strips, the relationship between picture<br />
and strip is 5:2 and with vertical strips, 4:3.<br />
» The border around elements is equal to the height of<br />
the logo or half its height > Logo sIZes / > Logo<br />
posItIonIng.<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH · 5203 Köstendorf, Austria · E-Mail info@palfingermarine.com<br />
typography<br />
4:3<br />
X<br />
max. 3 zeilen, TRaDe<br />
GOTHiC nexT lT PRO<br />
BOlD, 20 PT/zaB 22 PT<br />
Trade Gothic next LT Pro regular 8,5 PT / ZAB 11 PT<br />
halici pos et grae mant? Adducones et? Nostissen sil<br />
ius, tea vivit acered in senat ad neri, nihiciv ividessus<br />
fuem vis? Verei fortemed deponsimili fes ius et omni<br />
immo clabutent?<br />
TRaDe GOTHiC nexT lT PRO BOlD, 8,5 PT<br />
» All text is Trade Gothic Next LT Pro.<br />
» Claim, Internet address and copy are 8.5pt/tracking<br />
+25/regular<br />
» Headlines are 20 pt/line spacing 22 pt/tracking + 25/<br />
bold/upper case.<br />
» The headline should be in the gradient area but may also<br />
be positioned in the picture.<br />
» The PALFINGER address information is 5pt/regular. It is<br />
positioned at the right edge of the page vertically aligned<br />
in the image.<br />
X<br />
X<br />
flexible<br />
X<br />
X<br />
X<br />
73
cM<br />
3.22 advertisements<br />
1/3 Page<br />
MarInE / CM / aDVErTISEMEnTS<br />
corporate MedIa<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH · 5203 Köstendorf, Austria · E-Mail info@palfingermarine.com<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH · 5203 Köstendorf, Austria · E-Mail info@palfingermarine.com<br />
desIgn<br />
» 1/ 3 page formats in landscape format where possible.<br />
Strip adverts in portrait format should be avoided.<br />
» The coloured gradient strip is positioned preferably on<br />
the right. Depending on picture content or length of<br />
copy, the relationship between picture and strip is a<br />
ratio of 4:3 or 3:4.<br />
» The border around elements is equal to the height of<br />
the logo > Logo sIZes / > Logo posItIonIng.<br />
3:4<br />
max. 3 zeilen, TRaDe<br />
GOTHiC nexT lT PRO BOlD,<br />
20 PT/zaB 22 PT<br />
Trade Gothic next LT Pro regular 8,5 PT / ZAB 11 PT halici pos et grae<br />
mant? Adducones et? Nostissen sil ius, tea vivit acered in senat ad neri,<br />
nihiciv ividessus fuem vis? Verei fortemed deponsimili fes ius et omni<br />
immo clabutent?<br />
TRaDe GOTHiC nexT lT PRO BOlD, 8,5 PT<br />
4:3<br />
max. 3 zeilen, TRaDe<br />
GOTHiC nexT lT PRO<br />
BOlD, 20 PT/zaB 22 PT<br />
Trade Gothic next LT Pro regular 8,5 PT / ZAB 11 PT<br />
halici pos et grae mant? Adducones et? Nostissen sil<br />
ius, tea vivit acered in senat ad neri, nihiciv ividessus<br />
fuem vis? Verei fortemed deponsimili fes ius et omni<br />
immo clabutent?<br />
TRaDe GOTHiC nexT lT PRO BOlD, 8,5 PT<br />
typography<br />
x<br />
x<br />
X<br />
flexible<br />
X<br />
X<br />
X<br />
X<br />
flexible<br />
X<br />
X<br />
X<br />
» All text is Trade Gothic Next LT Pro.<br />
» Claim, Internet address and copy are 8.5pt/tracking<br />
+25/regular<br />
» Headlines are 20 pt/line spacing 22 pt/tracking<br />
+25/bold/upper case.<br />
» The headline should be in the gradient area but may also<br />
be positioned in the picture.<br />
» The PALFINGER address information is 5pt/regular.<br />
» It is positioned at the right edge of the page vertically<br />
aligned in the image.<br />
74
advertIseMent ForMat overvIew<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH · 5203 Köstendorf, Austria · E-Mail info@palfingermarine.com<br />
maximal 3 zeilen, TRaDe<br />
GOTHiC nexT lT PRO BOlD,<br />
26 PT / zaB 28 PT<br />
Trade Gothic next LT Pro regular 9,5 PT / ZAB 13 PT halici pos<br />
et grae mant? Adducones et? Nostissen silius, tea vivit acered in<br />
senat ad neri, nihiciv ividessus fuem vis? Verei fortemed deponsimili<br />
fes ius omnimmo clabutent?<br />
weB TRaDe GOTHiC nexT lT PRO BOlD, 9,5 PT<br />
ein PaRTneR,<br />
alle lösunGen<br />
uptatem: quatemp erciis<br />
namendia: volorio bea corehendae<br />
dolupenis: accab im nonet labor<br />
Trade Gothic next LT Pro regular 8,5 PT / ZAB 11 PT<br />
halici pos et grae mant? Adducones et? Nostissen sil<br />
ius, tea vivit acered in senat ad neri, nihiciv ividessus<br />
fuem vis? Verei fortemed deponsimili fes ius et omni<br />
immo clabutent?<br />
www.PalfinGeRmaRine.COm<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH · 5203 Köstendorf, Austria · E-Mail info@palfingermarine.com<br />
maximal 3 zeilen, TRaDe<br />
GOTHiC nexT lT PRO BOlD,<br />
26 PT / zaB 28 PT<br />
Trade Gothic next LT Pro regular 9,5 PT / ZAB 13 PT halici pos<br />
et grae mant? Adducones et? Nostissen silius, tea vivit acered in<br />
senat ad neri, nihiciv ividessus fuem vis? Verei fortemed deponsimili<br />
fes ius omnimmo clabutent?<br />
weB TRaDe GOTHiC nexT lT PRO BOlD, 9,5 PT<br />
max. 2 zeilen, TRaDe GOTHiC nexT lT<br />
PRO BOlD, 20 PT / zaB 22 PT<br />
Trade Gothic next LT Pro regular 8,5 PT / ZAB 11 PT halici pos et grae mant? Adducones et?<br />
Nostissen silius, tea vivit acered in senat ad neri, nihiciv ividessus fuem vis? Verei fortemed<br />
deponsimili fes ius omnimmo clabutent www.PalfinGeRmaRine.COm<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH · 5203 Köstendorf, Austria · E-Mail info@palfingermarine.com<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH · 5203 Köstendorf, Austria · E-Mail info@palfingermarine.com<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH · 5203 Köstendorf, Austria · E-Mail info@palfingermarine.com<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH · 5203 Köstendorf, Austria · E-Mail info@palfingermarine.com<br />
PALFINGER MARINE- UND BETEILIGUNGS-GMBH · 5203 Köstendorf, Austria · E-Mail info@palfingermarine.com<br />
max. 3 zeilen, TRaDe<br />
GOTHiC nexT lT PRO BOlD,<br />
20 PT/zaB 22 PT<br />
Trade Gothic next LT Pro regular 8,5 PT / ZAB 11 PT halici pos et grae<br />
mant? Adducones et? Nostissen sil ius, tea vivit acered in senat ad neri,<br />
nihiciv ividessus fuem vis? Verei fortemed deponsimili fes ius et omni<br />
immo clabutent?<br />
TRaDe GOTHiC nexT lT PRO BOlD, 8,5 PT<br />
max. 3 zeilen, TRaDe<br />
GOTHiC nexT lT PRO<br />
BOlD, 20 PT/zaB 22 PT<br />
Trade Gothic next LT Pro regular 8,5 PT / ZAB 11 PT<br />
halici pos et grae mant? Adducones et? Nostissen sil<br />
ius, tea vivit acered in senat ad neri, nihiciv ividessus<br />
fuem vis? Verei fortemed deponsimili fes ius et omni<br />
immo clabutent?<br />
TRaDe GOTHiC nexT lT PRO BOlD, 8,5 PT<br />
max. 3 zeilen, TRaDe<br />
GOTHiC nexT lT PRO<br />
BOlD, 20 PT/zaB 22 PT<br />
Trade Gothic next LT Pro regular 8,5 PT / ZAB 11 PT<br />
halici pos et grae mant? Adducones et? Nostissen sil<br />
ius, tea vivit acered in senat ad neri, nihiciv ividessus<br />
fuem vis? Verei fortemed deponsimili fes ius et omni<br />
immo clabutent?<br />
TRaDe GOTHiC nexT lT PRO BOlD, 8,5 PT<br />
75
dIgItaL MedIa<br />
76
cM<br />
3.23 Powerpoint<br />
MarInE / CM / POWErPOInT / MarInE<br />
MarInE / CM / POWErPOInT / DrEggEn<br />
MarInE / CM / POWErPOInT / nED-DECK<br />
corporate MedIa<br />
Powerpoint is the most widely used and popular format for presentations. PALFINGER<br />
Powerpoint presentations are customised for the special requirements of this medium:<br />
good readability from long distances; clear design; not overloaded with too much text<br />
per slide; small amount of coloured areas for toner-saving printouts. Nevertheless,<br />
coloured gradients and large photos are used for variation and as design elements.<br />
Master templates are available for downloading.<br />
generaL desIgn prIncIpLes<br />
Basic layout<br />
» The Powerpoint presentation is very minimal.<br />
It is a neutral stage for a range of different content.<br />
» Text blocks/tables are designed to be visually<br />
appealing and understandable.<br />
» The presentation can also be designed very strikingly<br />
with large pictures.<br />
» The > Brand vaLues should be included in all<br />
presentations where possible. (Introduction slide or<br />
closing slide: Lifetime Excellence).<br />
» Conscious use of white space makes the presentation<br />
easier to comprehend, appealing and elegant.<br />
» The design colours are used in the text and graphic<br />
blocks (coloured bullet symbols, arrows etc.).<br />
» When there are multiple pictures on one slide,<br />
the pictures should be a uniform size and spaced<br />
2mm apart.<br />
» The colours for each brand are defined in the<br />
Powerpoint colour menu.<br />
» There are 2 layout variants that differ primarily in the<br />
title and intermediate slides, either reduced without<br />
the coloured gradient or with the coloured gradient.<br />
coloured gradient<br />
» The coloured gradient is minimalistic and reduced to<br />
a coloured line.<br />
» The coloured gradient appears with the design of<br />
the content, e.g. with the brand values.The coloured<br />
gradient serves as a background element for important<br />
information and (intermediate) title slides.<br />
» The coloured gradient is already present in the Powerpoint<br />
template and does not need to be imported.<br />
typography<br />
» Arial, which is installed on all computers, is used as<br />
the font.<br />
» Headlines are black and set in upper case.<br />
» Headlines must be clear and striking<br />
» Clear, simple design of text blocks using bullet points<br />
and clear difference in font size from the headline.<br />
» Bullet points are always in the design colour of the<br />
respective brand. The arrow is from the Powerpoint<br />
symbol menu. The small arrows are special characters.<br />
77
powerpoInt paLFInger MarIne<br />
TITEL, ARIAL BOLD 36 PT VERSAL,<br />
LINKSBÜNDIGER FLATTERSATZ<br />
ARIAL BOLD, VERSAL, 19 PT<br />
2009 2010 2011 %<br />
Revenue 505.4 651.8 845.7 + 29.7%<br />
EBITDA 18.5 59.9 96.8 + 61.6%<br />
EBITDA margin 3.7% 9.2% 11.4% –<br />
EBIT (3.0) 37.1 67.9 + 82.8%<br />
EBIT margin (0.6%) 5.7% 8.0% –<br />
Result before income tax (11.9) 29.8 57.0 + 91.1%<br />
Consolidated net result for the<br />
period<br />
(7.8) 24.2 42.0 + 73.2%<br />
Dividend per share (EUR) 0 0.22 0.38* + 72.7%<br />
Diese Zeile ist für Anmerkungen und Quellenangaben gedacht.<br />
ARIAL BOLD, VERSAL, 19 PT<br />
➔ Arial regular 20 Pt<br />
» Arial regular 16 Pt<br />
» Arial regular 16 Pt<br />
7<br />
14<br />
ARIAL BOLD, VERSAL, 19 PT<br />
Arial regular 20 PT. Lore ipsum dolor sit amet, consectetuer adipiscing<br />
elit. Aenean commodo ligula eget dolor. Aenean massa. Cum<br />
sonatoque ciis penatibus et magnis dis parturient montes, nascetur<br />
ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium<br />
quis, sem. Nulla consequat massa quis enim.<br />
<br />
Lore ipsum dolor sit amet<br />
DIAGRAMM POWERPOINT<br />
Diese Zeile ist für Anmerkungen und Quellenangaben gedacht.<br />
1. Qrtl.<br />
2. Qrtl.<br />
3. Qrtl.<br />
4. Qrtl.<br />
4<br />
8<br />
16<br />
SUPERVISORY BOARD<br />
ARIAL BOLD 12 PT VERSAL<br />
➔ Dr. Alexander Doujak<br />
» (since 13.12.2010)Chairman of the<br />
Supervisory Board<br />
➔ Hubert <strong>Palfinger</strong><br />
» Jun. Deputy Chairman of the<br />
Supervisory Board<br />
➔ Additional members of the<br />
Supervisory Board<br />
» Mag. Hannes <strong>Palfinger</strong><br />
» Dr. Heinrich Kiener<br />
» DI Wolfgang Anzengruber<br />
» Mag. Peter Pessenlehner<br />
» Johann Mair<br />
» Gerhard Gruber<br />
» Alois Weiss<br />
ZWISCHENTITEL, ARIAL BOLD<br />
36 PT VERSAL<br />
DIE MARKENWERTE<br />
6<br />
13<br />
17<br />
78
powerpoInt paLFInger dreggen<br />
TITEL, ARIAL BOLD 36 PT VERSAL,<br />
LINKSBÜNDIGER FLATTERSATZ<br />
ARIAL BOLD, VERSAL, 19 PT<br />
2009 2010 2011 %<br />
Revenue 505.4 651.8 845.7 + 29.7%<br />
EBITDA 18.5 59.9 96.8 + 61.6%<br />
EBITDA margin 3.7% 9.2% 11.4% –<br />
EBIT (3.0) 37.1 67.9 + 82.8%<br />
EBIT margin (0.6%) 5.7% 8.0% –<br />
Result before income tax (11.9) 29.8 57.0 + 91.1%<br />
Consolidated net result for the<br />
period<br />
(7.8) 24.2 42.0 + 73.2%<br />
Dividend per share (EUR) 0 0.22 0.38* + 72.7%<br />
Diese Zeile ist für Anmerkungen und Quellenangaben gedacht.<br />
ARIAL BOLD, VERSAL, 19 PT<br />
➔ Arial regular 20 Pt<br />
» Arial regular 16 Pt<br />
» Arial regular 16 Pt<br />
7<br />
14<br />
ARIAL BOLD, VERSAL, 19 PT<br />
Arial regular 20 PT. Lore ipsum dolor sit amet, consectetuer adipiscing<br />
elit. Aenean commodo ligula eget dolor. Aenean massa. Cum<br />
sonatoque ciis penatibus et magnis dis parturient montes, nascetur<br />
ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium<br />
quis, sem. Nulla consequat massa quis enim.<br />
<br />
Lore ipsum dolor sit amet<br />
DIAGRAMM POWERPOINT<br />
Diese Zeile ist für Anmerkungen und Quellenangaben gedacht.<br />
1. Qrtl.<br />
2. Qrtl.<br />
3. Qrtl.<br />
4. Qrtl.<br />
4<br />
8<br />
16<br />
SUPERVISORY BOARD<br />
ARIAL BOLD 12 PT VERSAL<br />
➔ Dr. Alexander Doujak<br />
» (since 13.12.2010)Chairman of the<br />
Supervisory Board<br />
➔ Hubert <strong>Palfinger</strong><br />
» Jun. Deputy Chairman of the<br />
Supervisory Board<br />
➔ Additional members of the<br />
Supervisory Board<br />
» Mag. Hannes <strong>Palfinger</strong><br />
» Dr. Heinrich Kiener<br />
» DI Wolfgang Anzengruber<br />
» Mag. Peter Pessenlehner<br />
» Johann Mair<br />
» Gerhard Gruber<br />
» Alois Weiss<br />
ZWISCHENTITEL, ARIAL BOLD<br />
36 PT VERSAL<br />
DIE MARKENWERTE<br />
6<br />
13<br />
17<br />
79
powerpoInt paLFInger ned deck<br />
TITEL, ARIAL BOLD 36 PT VERSAL,<br />
LINKSBÜNDIGER FLATTERSATZ<br />
ARIAL BOLD, VERSAL, 19 PT<br />
2009 2010 2011 %<br />
Revenue 505.4 651.8 845.7 + 29.7%<br />
EBITDA 18.5 59.9 96.8 + 61.6%<br />
EBITDA margin 3.7% 9.2% 11.4% –<br />
EBIT (3.0) 37.1 67.9 + 82.8%<br />
EBIT margin (0.6%) 5.7% 8.0% –<br />
Result before income tax (11.9) 29.8 57.0 + 91.1%<br />
Consolidated net result for the<br />
period<br />
(7.8) 24.2 42.0 + 73.2%<br />
Dividend per share (EUR) 0 0.22 0.38* + 72.7%<br />
Diese Zeile ist für Anmerkungen und Quellenangaben gedacht.<br />
ARIAL BOLD, VERSAL, 19 PT<br />
➔ Arial regular 20 Pt<br />
» Arial regular 16 Pt<br />
» Arial regular 16 Pt<br />
7<br />
14<br />
ARIAL BOLD, VERSAL, 19 PT<br />
Arial regular 20 PT. Lore ipsum dolor sit amet, consectetuer adipiscing<br />
elit. Aenean commodo ligula eget dolor. Aenean massa. Cum<br />
sonatoque ciis penatibus et magnis dis parturient montes, nascetur<br />
ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium<br />
quis, sem. Nulla consequat massa quis enim.<br />
<br />
Lore ipsum dolor sit amet<br />
DIAGRAMM POWERPOINT<br />
Diese Zeile ist für Anmerkungen und Quellenangaben gedacht.<br />
1. Qrtl.<br />
2. Qrtl.<br />
3. Qrtl.<br />
4. Qrtl.<br />
4<br />
8<br />
16<br />
SUPERVISORY BOARD<br />
ARIAL BOLD 12 PT VERSAL<br />
➔ Dr. Alexander Doujak<br />
» (since 13.12.2010)Chairman of the<br />
Supervisory Board<br />
➔ Hubert <strong>Palfinger</strong><br />
» Jun. Deputy Chairman of the<br />
Supervisory Board<br />
➔ Additional members of the<br />
Supervisory Board<br />
» Mag. Hannes <strong>Palfinger</strong><br />
» Dr. Heinrich Kiener<br />
» DI Wolfgang Anzengruber<br />
» Mag. Peter Pessenlehner<br />
» Johann Mair<br />
» Gerhard Gruber<br />
» Alois Weiss<br />
ZWISCHENTITEL, ARIAL BOLD<br />
36 PT VERSAL<br />
DIE MARKENWERTE<br />
6<br />
13<br />
17<br />
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powerpoInt corporate – paLFInger MarIne, paLFInger dreggen – paLFInger ned deck<br />
TITEL, ARIAL BOLD 36 PT VERSAL,<br />
LINKSBÜNDIGER FLATTERSATZ<br />
6<br />
HIGHLIGHTS<br />
ZWISCHEN TITEL<br />
1<br />
SECTION<br />
4<br />
SECTION<br />
1<br />
KAPITEL<br />
4<br />
KAPITEL<br />
2<br />
SECTION<br />
5<br />
SECTION<br />
2<br />
KAPITEL<br />
5<br />
KAPITEL<br />
3<br />
SECTION<br />
6<br />
SECTION<br />
3<br />
KAPITEL<br />
6<br />
KAPITEL<br />
2<br />
3<br />
12<br />
TITEL, ARIAL BOLD 36 PT VERSAL,<br />
LINKSBÜNDIGER FLATTERSATZ<br />
6<br />
HIGHLIGHTS<br />
ZWISCHEN TITEL<br />
1<br />
SECTION<br />
4<br />
SECTION<br />
1<br />
KAPITEL<br />
4<br />
KAPITEL<br />
2<br />
SECTION<br />
5<br />
SECTION<br />
2<br />
KAPITEL<br />
5<br />
KAPITEL<br />
3<br />
SECTION<br />
6<br />
SECTION<br />
3<br />
KAPITEL<br />
6<br />
KAPITEL<br />
2<br />
3<br />
12<br />
TITEL, ARIAL BOLD 36 PT VERSAL,<br />
LINKSBÜNDIGER FLATTERSATZ<br />
6<br />
HIGHLIGHTS<br />
ZWISCHEN TITEL<br />
1<br />
SECTION<br />
4<br />
SECTION<br />
1<br />
KAPITEL<br />
4<br />
KAPITEL<br />
2<br />
SECTION<br />
5<br />
SECTION<br />
2<br />
KAPITEL<br />
5<br />
KAPITEL<br />
3<br />
SECTION<br />
6<br />
SECTION<br />
3<br />
KAPITEL<br />
6<br />
KAPITEL<br />
2<br />
3<br />
12<br />
81
cM<br />
3.24 Website<br />
The Internet is our most<br />
important channel of<br />
communication. PALFINGER<br />
websites are characterised<br />
by a modern appearance<br />
and high usability. They lead<br />
the user to the required<br />
information as quickly and<br />
easily as possible.<br />
The PALFINGER web design<br />
conveys premium quality<br />
as well as high levels of<br />
service. Official PALFINGER<br />
websites are commissioned<br />
and managed exclusively<br />
by Corporate Marketing.<br />
A style guide for web-based<br />
applications is available for<br />
download.<br />
MarInE / CM / WEBCOnCEPT<br />
corporate MedIa<br />
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4. corporate<br />
Language<br />
83
cL<br />
4.1 Introduction<br />
PaLFIngEr /CL / WOrDIng-gUIDELInE ???<br />
corporate Language<br />
The way things are expressed and written is an<br />
important aspect of a company’s identity.<br />
PALFINGER’s language is concrete (rather than<br />
abstract), simple and concise. It avoids convoluted<br />
sentences, abbreviations and the passive form.<br />
Plus, it addresses people politely and appropriately<br />
in accordance with their culture.<br />
A comprehensive definition of the corporate wording<br />
is being prepared and will be made available as a<br />
download when it is complete.<br />
84
cL<br />
corporate Language<br />
4.2 Wording guideline wrItIng styLe / speLLIng<br />
» We write simply and clearly.<br />
» A catchy sentence consists of 15-20 words.<br />
» We turn commas into full stops.<br />
» One thought per sentence is enough.<br />
» We eliminate superfluous words and syllables<br />
(e.g. instead of “one single goal’ just “one goal”,<br />
instead of “in order to” just “to”).<br />
» We avoid words with five or more syllables.<br />
» We avoid convoluted sentences.<br />
» We avoid unintelligible abbreviations.<br />
» We create a clear structure for the content:<br />
everything step by step.<br />
ForMuLatIon<br />
» We use the active voice, not the passive. Rather than<br />
“The truck-mounted forklift from PALFINGER”, use<br />
“the PALFINGER built truck-mounted forklift.<br />
» We avoid auxiliary words like must, can and should.<br />
Rather than: “You can check with your dealer” simply<br />
use: “Check with your dealer!”<br />
» Verbs at the beginning of a sentence make it dynamic.<br />
Instead of: “You have the opportunity to test this crane”<br />
use: “Test this crane!” “Take the chance!” etc.<br />
» We avoid distant and abstract phrase such as “one”.<br />
We write “you” and “your” instead. Instead of: “One<br />
uses the remote control” we say: “You use the remote<br />
control.”<br />
» We replace complicated foreign words and technical<br />
terms with understandable words.<br />
» We substantiate statements with numbers or evidence<br />
wherever possible.<br />
» We only use superlatives if they can be proven.<br />
We justify our statements.<br />
» We use positive formulations. Instead of: “We don’t<br />
charge you for this service” we say: “This service is<br />
free.”<br />
» We formulate according to usage. Instead of: “AOS –<br />
patented vibration damping system” we use: “More<br />
load cycles through controlled movement. AOS – the<br />
PALFINGER Vibration damping system.<br />
» We find benefits for our reader and describe them<br />
precisely. Instead of: “Use the wide range of benefits<br />
from POWER LINK Plus.” it’s better to use: “With this<br />
crane arm you can reach through low openings and even<br />
work in buildings. Complicated crane work – even in the<br />
tightest spaces.<br />
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cL<br />
4.3 “Performance”<br />
in Copy<br />
We express our performance<br />
linguistically through modern<br />
language and style criteria.<br />
corporate Language<br />
This means:<br />
» we write as actively as we speak<br />
» not using flowery phrases or verbiage<br />
» using more verbs and fewer nouns<br />
» positive formulation<br />
» creating concise, modern sentences<br />
» using questions (optionally addressed directly)<br />
key words<br />
reliable | durable | high performance | valuable | precise |maintenance-free | preserves |<br />
efficient | productivity | productively | peak performance |pays back | highest capacity |<br />
precision work | easy to use | rapidly ready for operation | perfectly matched | added value |<br />
best overall package | excellent resale value | high commitment | low downtime | powerful |<br />
economical | sustainable | convenient | superior value | excellent performance | intelligent<br />
| innovative | technology leader | tried and tested | proven | development intensive |<br />
developed by professionals | trendsetter | leading | modern technologies | new generation |<br />
fit for the future<br />
86
cL<br />
4.4 “High Class”<br />
in Copy<br />
Our copy also reflects the fact<br />
that we are high class.<br />
corporate Language<br />
This means:<br />
» expressing technically-complicated facts simply<br />
» conveying the emotional benefit as well as the rational<br />
» paying attention to correct grammar and spelling<br />
key words<br />
No. 1 | qualitative | the best use PALFINGER | sustainable | long term | functional design |<br />
valuable | aesthetic | professional | design | premium | competent | swear by PALFINGER |<br />
demand the best | committed | superior | perfection | dynamic | 1st class equipment |<br />
standard | class | style | be proud | pride of ownership | like | specialist | giving the best |<br />
world of professionals<br />
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cL<br />
4.5 “Customer Focus”<br />
in Copy<br />
We show our customer focus<br />
through simple, appealing copy.<br />
corporate Language<br />
This means:<br />
» directly addressing customers in copy wherever possible<br />
» balanced mix of “you” and “we”<br />
» personal, friendly approach<br />
» active, pictorial formulation<br />
» many examples<br />
» no distant, abstract formulation<br />
key words<br />
comprehensive | close service network | try products out | nearby | partnering | accessible |<br />
fast / quick | happily | simple / uncomplicated | available | local | there for you | convenient |<br />
partner for professionals | best global service network | responsible | years of experience |<br />
carefree | closely connected | test yourself | team spirit | you’re welcome<br />
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cL<br />
4.6 Spellings<br />
corporate Language<br />
The company name is always written in upper case. Other words are combined<br />
with PALFINGER without a hyphen. Only in the Register of Companies is<br />
PALFINGER written in lower case. The only exception here is PALFINGER AG.<br />
Lower case is generally used for Internet addresses (www.palfinger.com) in body<br />
text. PALFINGER is always written without an article.<br />
eXaMpLes<br />
» PALFINGER<br />
» PALFINGER Group<br />
» to PALFINGER<br />
» from PALFINGER<br />
» PALFINGER AG<br />
» PALFINGER MARINE<br />
» PALFINGER DREGGEN Offshore cranes<br />
» <strong>Palfinger</strong> Platforms GmbH<br />
» WWW.PALFINGER.COM<br />
» www.palfinger.com (in body text)<br />
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work<br />
In progress<br />
Corporate Identity is a living thing, influenced and<br />
inspired by a company’s employees and their activity.<br />
In addition, despite all the rules, Corporate Design<br />
is not a rigid solution, but a guideline to be adapted<br />
from case to case and that continually develops.<br />
Therefore, this manual will also continue to be<br />
developed. Make sure that you always know the<br />
current status and ask Corporate Marketing if<br />
you’re not sure of something.<br />
Thank you!<br />
90