ABB Baldor-Reliance

📋 1 Guidelines

🔗 Connections

Sector

Electronics Hardware

Region

Switzerland

Guideline Year

2025

Language

English

Tags

Industry

Official Websites

Brand Guidelines

2025

Categories

Brand Imagery
  • Protective area = X
  • Protective area = 80% X
  • Height of ABB Baldor-Reliance = 80% Height of ABB
  • Always set the height of the ‘ABB Baldor-Reliance’ lockup to 80% of the height of the ‘ABB’ mark.
Logo Usage
  • The following pages outline how the ABB Baldor-Reliance logo should be applied across various touchpoints.
  • Please note that, with the exception of product branding, the ABB Baldor-Reliance logo never appears as a standalone logo.
  • As a company brand the ABB logo is used as the sender logo on all touchpoints (with the exception of products).
  • The ABB Baldor-Reliance logo is used in connection with the product. Please note that, with the exception of product branding, the ABB Baldor-Reliance logo never appears as a standalone logo.
  • Always set the height of the ‘ABB Baldor-Reliance’ lockup to 80% of the height of the ‘ABB’ mark.
  • Protective area = X
  • Protective area = 80% X
  • Height of ABB Baldor-Reliance = 80% Height of ABB
Tone And Messaging
  • We have 4 key messages that support the idea of being ‘Everyone’s favorite motor’
  • ABB Baldor-Reliance motors don’t quit (e.g. no downtime or disruption)
  • ABB Baldor-Reliance motors last longer (e.g. longer lifespans)
  • ABB Baldor-Reliance motors are made local (e.g. local proximity, understanding, footprint)
  • We will do whatever it takes to make ABB Baldor-Reliance every customer’s favorite motor (e.g. one-of-a-kind configurations, ‘whatever it takes’ attitude)
  • Underneath each key message, we have supporting messages and proof points
  • ABB Baldor-Reliance motors have have been number one for over one hundred years because of their superior operational performance. (use proof points that demonstrate superior operational productivity and efficiency)
  • ABB Baldor-Reliance motors have lower lifecycle costs, that can withstand heavy industrial uses over long periods of time. (always gear the conversation to lifetime cost, instead of acquisition cost)
  • ABB Baldor-Reliance motors are always close by – being local means they can be at your door quickly and efficiently. (use proof points that show proximity to customer’s operations)
  • ABB Baldor-Reliance motors are designed to be one-of-a-kind, from the ground up around every customer’s operations’ specs, needs, challenges and peculiarities. (use proof points that show ability to co-create motors and innovation)
  • ABB Baldor-Reliance motors are constantly pushing new levels of performance, so they can always deliver the best possible running time. (use proof points that demonstrate useful innovation)
  • ABB Baldor-Reliance motors run longer, which means our customers are paying for operational uptime (vs “just a motor”) (use proof points that demonstrate uptime)
  • ABB Baldor-Reliance motors are made with a local supply chain, which means they can be delivered direct to your door without unnecessary delays. (use proof points that demonstrate supply chain efficiency)
  • We have a ‘whatever it takes mindset’ – whatever you need, whenever you need it, we’re on it. (use proof points that demonstrate our mindset of putting the customer above everything else)
  • ABB Baldor-Reliance motors are backed by deep global R&D capabilities, which means they will always be at the forefront of industrial innovation (use proof points that demonstrate deep innovation and R&D capabilities)
  • ABB Baldor-Reliance motors are not the cheapest, which means that ABB Baldor-Reliance sellers benefit from higher margins. (use proof points that demonstrate high margins)
  • ABB Baldor-Reliance motors work with your local business landscape because they were created in it, which means they work with your opportunities and challenges. (use proof points that demonstrate understanding of local business landscape)
  • ABB Baldor-Reliance motors are backed by the biggest sales teams, available 24/7/365, on the ground, wherever you are, for whatever you need
Visual Style
  • Protective area = X
  • Protective area = 80% X
  • Height of ABB Baldor-Reliance = 80% Height of ABB
  • Always set the height of the ‘ABB Baldor-Reliance’ lockup to 80% of the height of the ‘ABB’ mark.
Iconography
  • Protective area = X
  • Protective area = 80% X
  • Height of ABB Baldor-Reliance = 80% Height of ABB
  • Always set the height of the ‘ABB Baldor-Reliance’ lockup to 80% of the height of the ‘ABB’ mark.
Layout And Composition
  • Protective area = X
  • Height of ABB Baldor-Reliance = 80% Height of ABB
  • Protective area = 80% X
  • Always set the height of the ‘ABB Baldor-Reliance’ lockup to 80% of the height of the ‘ABB’ mark.
Brand Architecture
  • This dual-brand approach is designed to gradually align ABB Baldor-Reliance more closely with the ABB master brand. The ultimate objective is full integration into ABB over time. Progress will be measured through defined KPIs, supported by a clear timeline to ensure transparency and accountability throughout the integration journey.
  • We have a dual brand strategy when it comes to our products, which means we sell both ABB and ABB Baldor-Reliance products.
  • As a company brand the ABB logo is used as the sender logo on all touchpoints (with the exception of products).
  • The ABB Baldor-Reliance logo is used in connection with the product. Please note that, with the exception of product branding, the ABB Baldor-Reliance logo never appears as a standalone logo.
  • Always set the height of the ‘ABB Baldor-Reliance’ lockup to 80% of the height of the ‘ABB’ mark.
  • Height of ABB Baldor-Reliance = 80% Height of ABB
  • Protective area = X
  • Protective area = 80% X
Packaging Design
  • Protective area = 80% X
  • Height of ABB Baldor-Reliance = 80% Height of ABB
  • Always set the height of the ‘ABB Baldor-Reliance’ lockup to 80% of the height of the ‘ABB’ mark.
  • Protective area = X
  • Protective area = 80% X
  • Height of ABB Baldor-Reliance = 80% Height of ABB
  • Always set the height of the ‘ABB Baldor-Reliance’ lockup to 80% of the height of the ‘ABB’ mark.
Digital Guidelines
  • Protective area = X
  • Protective area = 80% X
  • Height of ABB Baldor-Reliance = 80% Height of ABB
  • Always set the height of the ‘ABB Baldor-Reliance’ lockup to 80% of the height of the ‘ABB’ mark.
Tradeshow Guidelines
  • Because our tradeshow booths tend to contain multiple ABB products, the overarching booth signage should always be ABB-with the ABB logo and tagline.
  • To signal that we have specific ABB Baldor-Reliance products within the booth, we should use panels or signage wherever possible with the ABB Baldor­Reliance logo, CVP and key messaging.
  • For tradeshow booths, please use the horizon banner on top.
  • For small booths, please don’t include the horizon banner on top.
Workwear Guidelines
  • All our ABB workwear is branded with the ABB logo only.
  • This ensures our people are always recognised as part of the ABB company.
  • For specific customer touchpoints -such as tradeshows, training, or ABB Baldor-Reliance customer visits or events-a dual-branded option may be used.
Giveaway Guidelines
  • All our ABB giveaways are branded with the ABB logo only.
  • This ensures our people are always recognised as part of the ABB company.
  • Any items not listed below should only have the ABB logo (without the Baldor-Reliance® product brand image).
  • Cups, bags and umbrellas When used on cups, bags and umbrellas, the Baldor-Reliance® product brand image is: • aligned to the center on one face, with the ABB logo placed on the opposite face.
  • Notebooks When used on notebooks, the Baldor-Reliance® product brand image is: • aligned to the left, below the ABB logo.
🐛 Report