Reproducing a strong corporate identity requires the correct application of five basic elements and the use of templates:
1. ABB Logo - the logo is the only element that can be red, and remember to respect the protective field.
2. The correct accent colors - There is a color palette of 12 accent colors that can be used in any combination for your project for all other elements besides the logo.
3. The correct typeface - Neue Helvetica and Garramond ITC are the only typefaces that can be used.
4. The wordmark - ABB referred to in text should always be written in the same font being used for the rest of the body copy - it should never take on a look of its own in body text.
Wordmark samples
5. White background - The background of your project should always be predominantly white - in special circumstances a black backround with a white logo can be used. This is clearly defined in the system where this is applicable.
6. Templates - Use templates when available- don't reinvent or change what already exists!
Basic elements use for various applications (such as brochures, event stands, etc) is clearly defined in the applications section. Templates are also available in the templates section of the Visual identity system for heavily used items such as the logo, business cards, brochures, letterhead, etc.
If you are new to applying the ABB Visual identity it is strongly suggested that you take the Basic elements training, using the link at right. By investing 30 minutes of your time you will have a strong grasp of the basic elements that you can apply to all future projects.
If you have any questions or concerns about ABB Visual identity, please contact branding.abbzh@ch.abb.com