Basic elements 1 Corporate Design Manual

Logo
Colours
Typefaces
Business name
Logo, colour, typeface – just unmistakably STIHL

Eyes, nose, mouth – just like a person, a brand has a face, which
makes it unmistakable. The logo, colours, typefaces and consis­
tency in written usage are basic elements of the brand personality.
They give the STIHL brand its unique identity and differentiate it
from the competition.

Using these basic features is essential to maintaining and

strength­ening the STIHL brand identity. This manual gives
basic usage instructions.
 A sample data file is available
on the enclosed CD-ROM.

Scanning the logo is not permit­

ted. Any copying must be via
data media. You will find the
complete data set in the accom-
panying CD.

Contents Page

The logo 4

Standard logo 6

Rectangular logo 8

Special rules 10

Colours 12

Typefaces 14

Company name in communications 16

Rules on using the brand in writing 18

 The logo

The logo is the central visual

element of our corporate
design. It represents our busi-
ness worldwide and is well
known in many countries.

As a protected trademark, it
may not be altered under any
circumstances.

4
There are two variants of
the logo:
• the standard logo
• the rectangular logo

5
 Standard logo The standard logo is the first
choice in communications with
our clients. It is always shown
on a white or neutral back-
ground, for example pale grey
or silver, and is always posi­-
tioned top right (exceptions:
small ads (volume 4) and
Online Media (volume 12)).
Without exception, the standard
logo is shown once only on
any piece of advertising material.

Standard logo in orange

Standard logo b/w

The black and white version of
the logo is only used in media
which do not permit the use of
colours.

6
Logo spacing, size and
­positioning
The standard logo always
stands alone with sufficient
Schutzgebühr 2,– €

space separating it from other Katalog 2012

graphic elements. You can

find detailed specifications
con­cerning relative sizing and
­positioning in the brochures
relating to each specific area
of application.

The ® symbol is not taken

into account in size data for
the standard logo.
Logo width

1 LH

In general there is at least

1 LH 1 LH one logo height (LH) of space
around the standard logo.

1 LH

7
 Headline: Univers 67 CondensedBold 20pt.,
Stilvorlage: Headline mittel UCB67 ZAB8,2mm links

Rectangular logo The rectangular logo is used

in all cases in which it is
important to have a powerful
logo which is effective from
a distance: at the point of sale,
at exhibitions and on posters.
It is always placed top right.
Please note exceptions for the
positioning of the logo in retail
(see volume 16).

Rectangular logo in orange

8
Headline: Univers 67 CondensedBold 20pt., ZAB 8,2mm
Stilvorlage: Headline mittel UCB67 ZAB8,2mm rechts

Rectangular logo
The text is always white on
orange. The ratio of text to
1 coloured background may not
be altered for the rectangular
logo. The aspect ratio of the
rectangle is 2:1.
2

+3 mm

+3 mm
Bleed allowance for print
The rectangular logo requires
a bleed allowance of 3 mm
at the edge of the page (for
a logo size of 50 x 25 mm).
For smaller or larger sizes
the bleed allowance can be
decreased or increased in
­proportion.

9
 Headline: Univers 67 CondensedBold 20pt.,
Stilvorlage: Headline mittel UCB67 ZAB8,2mm links

Special rules To ensure a strong and consis­

tent brand presence world­wide,
all exceptions, such as the for-
mation of new additions to the
logo, special event logos and
translations of the logo, must
be approved by the central
marketing department. The
special versions shown below
have been approved for use.

Translation of the brand name

into a non-Latin script.

Event logo for a timber-felling

competition and associated
accessories.

10
 Headline: Univers 67 CondensedBold 20pt., ZAB 8,2mm
Stilvorlage: Headline mittel UCB67 ZAB8,2mm rechts

Additional product description

for guide rails.

Logo for premium dealers

(only for the German market).

11
 Colours

To send out a clear signal in STIHL Orange is supported by The systematic use of the two
our media world full of glaring one other colour: STIHL Grey. colours clearly differentiates
colours, our corporate design products and communication
provides for only one ‘active materials which are “made by
colour’: STIHL Orange. An STIHL” from the competition.
expressive colour, which is
used all over the world and
symbolises brand values such
as strength and endurance.

Special and solid colours

Pantone 165

STIHL Orange HKS 8

Pantone 165 RAL 2008

RAL 2010 (product design only)

If STIHL Orange is printed as a

special colour, no halftones may
be used.

Pantone 428

STIHL Grey HKS 96 40 %

Pantone 428 RAL 7035

50% Gradation 50 %
of STIHL Grey only.

12
To ensure a unified visual To cater for the widest possi­
image, colour reproduction in ble range of requirements, the
all print and audiovisual media, colour values for current colour
as well as on our products, systems are specified here.
must be as identical as possi­
ble. For this reason, the STIHL
colours are defined precisely
below.

Mixed colours

Euroscale print

Cyan
Magenta
0%
65 % STIHL Orange
Yellow
Black
100 %
0% CMYK
RGB
for electronic media
RGB
Red 243
Green 122
Blue 31

Halftones and gradations are 20% 40% 60% 80%

allowed – but not for the logo!

Euroscale print

Cyan
Magenta
0%
0% STIHL Grey
Yellow
Black
0%
20 % CMYK
RGB
for electronic media
RGB
Red 180
Green 180
Blue 180

Gradation 50 % of STIHL Grey 50%

only.

13
 Typefaces

Alongside the logo and The STIHL house typeface The Univers fonts shown All the technical specifications
colours, the typeface plays a for use in all applications is below allow typographical in the Corporate Design M ­ anual
key role in presenting a clear ­Univers by Adobe. It fulfils the variation for a range of require- refer to the layout program
image of our business. requirements of a worldwide ments. You will find informa­ InDesign™ (ID).
company through its timeless tion about using them in the
modern font and its wide relevant folders of this manual.
­availability.

Univers 45 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ

Tracking –5 (ID)
abcdefghijklmnopqrsßtuvwxyz
As body text face
0123456789
!“”§ $ %& / ( ) = ? `*’>; : _ ,.-+ # @ ^°€

Univers 45 Light Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ

Tracking –5 (ID)
abcdefghijklmnopqrsßtuvwxyz
As alternative body text face,
e.g. for graphics titles or 0123456789
versions in other languages !“”§ $ %& / ( ) = ? `*’>;: _ ,.- + # @^°€

Univers 55 Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ

Tracking –5 (ID)
abcdefghijklmnopqrsßtuvwxyz
As stand-out typeface
0123456789
! “”§ $ % & / () = ? `*’ > ; : _ ,.- + # @^° €

Univers 65 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ

Tracking –5 (ID)
abcdefghijklmnopqrsßtuvwxyz
As stand-out typeface
0123456789
!“”§ $ % & /( ) = ? `*’ > ; : _ ,.- + # @^° €

Univers 75 Black ABCDEFGHIJKLMNOPQRSTUVWXYZ

Tracking –5 (ID)
abcdefghijklmnopqrsßtuvwxyz
As stand-out typeface
0123456789
!“”§ $% & / ( ) = ? `*’ > ; : _ ,.- + # @ ^°€

14
Special rules
To ensure worldwide compati-
bility, Arial is used for Online
Media (volume 12).
In magazines and periodicals,
Berkeley may be used in addi­
tion to Univers (volume 14).

Univers 57 Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ

Tracking –10 (ID)
abcdefghijklmnopqrsßtuvwxyz
Alternative, e.g.
for packaging design 0123456789
and tables ! “ ” § $ % & / ( ) = ? ` * ’ > ; : _ , . - + # @ ^° €

Univers 67 Condensed Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ

Tracking –10 (ID)
abcdefghijklmnopqrsßtuvwxyz
As a headline face
0123456789
! “ ” § $ % & / ( ) = ? ` * ’ > ; : _ , .- + # @ ^° €

15
 Headline: Univers 67 CondensedBold 20pt.,
Stilvorlage:
The company Headline
name inmittel UCB67 ZAB8,2mm links
communications

The standard logo always Linking the appearance and The written name, STIHL,
stands alone. It may not the meaning of the company always appears in black
be combined with other can only be achieved within or grey – never in orange.
text or graphic elements. the standard typeface. The
(Exceptions see page 10 -11.) name STIHL always appears in Die volle Ladung STIHL Das Akku-Geräteprogramm
von STIHL und VIKING

0461 712 6450. M12.E2. Co. S0512. Gedruckt in Deutschland © ANDREAS STIHL AG & Co. KG, Waiblingen 2012.
upper case, with the additional
concept in upper and lower
case. Any of the font variants

Umweltfreundliches, chlorfrei gebleichtes Papier

of the house typeface, Univers,
may be used.

Example: STIHL Lithium-Ion Pro

Possible written styles

using the various fonts STIHL Lithium-Ion Pro
STIHL Lithium-Ion Pro

Brand device without the name STIHL

16
 Headline: Univers 67 CondensedBold 20pt., ZAB 8,2mm
Stilvorlage: Headline mittel UCB67 ZAB8,2mm rechts

Anzeige 1

Example: STIHL Injection

Possible written styles

using the various fonts STIHL Injection
STIHL Injection

Brand device with the name STIHL

17
 Rules on using It’s not only the graphic ele- Whether to use upper or lower
the brand in writing ments such as logo, colours case, a hyphen or separate
and typeface which convey words – most questions on
our company’s identity. The language can be answered by
language we use and the way consulting the standard works
it is laid out also define our on spelling for the language in
image. That’s why it needs question. So here we have just
to be consistent and closely shown STIHL specific rules,
controlled. which you would not find in
any reference work.

1. The standard logo must

never be included in body
copy or other text contexts.
Motorsensen und Freischneidegeräte von STIHL The name STIHL in body
text always appears in upper
case in the relevant font.

Die machen’s einfach: 2. In compound words, STIHL

ergonomische Grünpflege-Geräte fürandjedes Gelände

is always written without
a hyphen with a space
before the following word.
Thiszugänglichem
Von einfachen Mäharbeiten im heimischen Garten bis zum Extremeinsatz in schwer applies whether the
­compound
Gelände – mit STIHL Motorgeräten für die Grünpflege meistern Sie alle Aufgaben word is a noun
sicher, komfor-
or anbietet
tabel und präzise. Um dabei unterschiedlichsten Anforderungen gerecht zu werden, adjective.
Ihnen
STIHL eine Produktpalette, die keine Wünsche offen lässt:

Mit den leichten STIHL Motorsensen erreichen Sie mühelos auch noch die unzugänglichsten
Stellen. Dichtes Gestrüpp oder festes Buschwerk bewältigen Sie kraftsparend mit unseren starken
STIHL Motorsensen. Und für den Rundum-Einsatz in der professionellen Landschaftspflege wäh-
len Sie aus dem vielseitigen Angebot an STIHL Freischneidern.

Entscheiden Sie einfach nach Ihrem Bedarf: Alle STIHL Motorgeräte überzeugen durch hohe
Motorleistung bei niedrigem Gewicht, kompakte Bauweise und arbeitsgerechte Form.

Variabel:
Alle Schneidwerkzeuge sind
vielseitig nutzbar und lassen
sich einfach auswechseln.

[ DRUCKHINWEISE ]
-keine Feindaten- Das Lieferprogramm kann in den
verschiedenen Ländern voneinander
abweichen. Es ist deshalb möglich,
dass manche der hier dargestellten
Produkte nicht überall erhältlich sind.
Dafür bitten wir um Verständnis.

18
 3. In tables and picture cap-
tions the company name is
TS 500i omitted in product specifica-
tions.

In product specifications
TS 500i there is always a space
Hubraum (cm³) 72,2be­tween groups of letters
Leistung (kW/PS) and numbers.
3,9/5,3
Gewicht (kg)* 10,2
Schalldruckpegel** (dB (A)) 98
Schallleistungspegel** (dB (A)) 111
Vibrationswert links/rechts*** (m/s²) 2,4/2,0
Trennschleifscheibe (mm) 350
Maximale Schnitttiefe (mm) 125
Gesamtlänge (cm) 73,0
STIHL Injection
Elektronische Wassersteuerung (A)
Zyklon-Vorabscheidung

*K-Faktor nach RL 2006/42/EG = 2,5 dB(A) ***K-Faktor nach RL 2006/42/EG = 2 m/s2 Serienmäßig
4. In body text and headlines
the company name STIHL
Der neue STIHL TS 500i mit STIHL Injection
is placed before the product
designation.

Der STIHL TS 500i mit elektronisch gesteuerter Einspritzung setzt

uckt in Deutschland © ANDREAS STIHL AG & Co. KG 2011.

nicht nur neue Maßstäbe in der Motorentechnologie. Er ist

auch der neue Maßstab. Seine revolutionäre und zukunfts-
weisende Technik macht ihn für jeden im Baugewerbe unent-
behrlich. Ob im Hoch- und Tiefbau oder im Straßenbau, der
STIHL TS 500i lässt schwere Arbeiten so leicht von der Hand
gehen wie nie zuvor. Sei es beim Trennen von Beton, Stahl-
trägern, Rohren oder Asphalt – der STIHL TS 500i erleichtert
Ihnen die tägliche Arbeit immens. Bisher unerreichter Start-
komfort, optimale Motorleistung und perfekte Handhabung
machen das kompakte Kraftpaket zum idealen Werkzeug.
Doch das Ausnahmetalent hat noch mehr zu bieten: Mit seiner
hohen Arbeitseffizienz und einem schnellen Service durch
Papier.

zielgerichtete Diagnose machen Sie auch wirtschaftlich mit ihm 19

Do you have any questions?

A Corporate Design Manual can’t give detailed guidance for every

case that may arise. So we are happy to resolve questions about
the implementation of the manual together. Just get in touch.

ANDREAS STIHL AG & Co. KG

Advertising Department
Sven Faber
Phone: +49 7151 26 -1334
Email: [Link]@[Link]

ANDREAS STIHL AG & Co. KG

Badstrasse 115
71336 Waiblingen
GERMANY