A secondary symbol must always appear to be subordinated to the ABB Logo, so it should be in a neutral color (a 50% tint of black - never in red) and should not be larger than the ABB logo.
Use of secondary symbols is restricted to only one appearance on the back cover positioned above its respective address text. In all cases, the logo of the company which is responsible for marketing the technology or service will always appear to the left of the other logo and on the same base line. The third-party logo should not be larger than the ABB Logo.
Except in joint ventures, the use of a logo other than ABB is not permitted on any form of stationery or business card. Any reference to the third-party should be made in the text of the letter and document pages should not use logos, but list the names of the companies at the bottom.
The use of bona fide trade / professional certifications (such as the ISO 9000 symbol) is permitted in accordance with the above guidelines. It is the responsibility of the party using such symbols to ensure that the specific business unit and/or product is properly approved to claim certification.
ABB recognizes the importance of its business partner’s brands assets, and the value created by co-branding with them. In instances where a third party has its own established brand, care should be taken to respect their visual identity system, while still working within the framework of our own. More detailed application guidelines for partner brands are under development.
