ESAB

Official Websites

• https://www.esab.com
• https://esabcorporation.com/company/esab
• http://www.esab.com

Brand Guidelines

2000

Brand Summary

Mission

• To achieve the best possible effect in every visual and communication activity, ensuring consistency and harmony across all ESAB units worldwide, thereby strengthening trust, confidence, and acceptance in the marketplace [^1].

Core Values

• consistency
• simplicity
• strength
• confidence
• timelessness
• quality
• trust

Target Audience

• Industrial and manufacturing professionals, customers seeking welding and cutting equipment, and global business partners [^2].

Personality Traits

• professional
• technological
• industrial
• reliable
• innovative

Visual Identity Overview

• The ESAB visual identity is defined by a powerful combination of yellow and black, a simple and trendless graphic style, and the consistent use of the Helvetica typeface. The logotype is always used in black on yellow or white backgrounds, with strict rules for proportions and free zones. Visual signals are prioritized, with the logotype as the principal element, followed by product names and relevant symbols. The overall style is minimalistic, highly visible, and designed for clarity and recognition in industrial settings [^3].

Categories

Brand Imagery

• The shortest route to fast and effective communication is simplicity and consistency of graphic design. The visual signal must be free from trend-oriented graphic “ornaments”.
• Yellow and black is the best colour combination when it comes to visibility, readability and attracting attention. The powerful ESAB signal transmitted by the combination of yellow and black must not be reduced or weakened by adding other distracting colours or graphic elements (stripes, dots, borders and so on) which quickly become “outdated”, as well as disrupting the visual signal. This is one of the prerequisites for a consistent graphic identity and it is something of which we must be extremely observant.
• The combination of yellow and black constitutes an unbeatable ESAB signal, especially in our industry.
• The risk of destroying the powerful ESAB signal by adding other colours has to be eliminated.
• The graphic elements cannot have the same mutual value. The eye roams around and is unable to find a fixed point.
• One of the graphic signals has to dominate and thus act as an eye-catcher.
• We have to put the different visual signals on consumables packaging and machines in order of importance. The principal signal is the ESAB logotype. On packaging, it is followed by ISO and RESY labels. We have done this to facilitate the visual communication and to guide the reader’s eye to the point we have chosen. There are no OK, ISO or RESY labels on machinery, so the order is the ESAB logotype, followed by the product name and electrical/ mechanical symbols.

Color Palette

• Yellow and black is the best colour combination when it comes to visibility, readability and attracting attention. The powerful ESAB signal transmitted by the combination of yellow and black must not be reduced or weakened by adding other distracting colours or graphic elements (stripes, dots, borders and so on) which quickly become “outdated”, as well as disrupting the visual signal. This is one of the prerequisites for a consistent graphic identity and it is something of which we must be extremely observant.
• The combination of yellow and black constitutes an unbeatable ESAB signal, especially in our industry.
• The risk of destroying the powerful ESAB signal by adding other colours has to be eliminated.

Typography

• Helvetica -a timeless typeface which triggers associations with technology and industrial operations.
• The Helvetica typeface has been chosen as the main ESAB standard because it triggers associations with technology and industrial operations. It is internationally viable, easy to read and timeless.
• Helvetica is to be used for all product-related material such as product catalogues, product brochures, leaflets, instruction manuals, service manuals and so on.
• The typefaces may be known by different names depending on the software supplier. Always make sure that you use the typefaces nearest to the ones shown in the examples on this page. For machine or word processing correspondence material, the Arial typeface may be used as a complementary typeface to Helvetica.
• For sales campaign and advertising material and company periodicals, the Times typeface may also be used for the body copy.
• Headlines: Helvetica Neue 75 Bold or 65 Medium
• Body copy: Helvetica Neue 55 Roman
• Sales campaign and advertising material and company periodicals: Headlines: Helvetica Neue 75 Bold
• Sales campaign and advertising material and company periodicals: Body copy: Helvetica Neue 55 Roman or Times Roman
• Correspondence material: Pre-printed text: Helvetica Neue or Arial
• Correspondence material: Word processing: Helvetica Neue or Arial
• Helvetica Neue 55 Roman
• Times Roman
• Helvetica Neue 56 Italic
• Times Italic
• Helvetica Neue 65 Medium
• Times Bold
• Helvetica Neue 66 Medium Italic
• Times Bold Italic
• Helvetica Neue 75 Bold
• Helvetica Neue 76 Bold Italic
• For machine or word processing correspondence material, the Arial typeface may be used as a complementary type­face to Helvetica.
• Unit signatures, 1 line: Helvetica Neue Medium 14 pt
• Unit signatures, 2 lines: Helvetica Neue Medium 11 pt
• Country: Helvetica Neue Light 12 pt
• References: Helvetica Neue Light 6 pt
• Unit signatures: Helvetica Neue Medium 8 pt and 6 pt
• Company names: Helvetica Neue 65 Medium 7 pt Personal name: Helvetica Neue 65 Medium 9 pt All other information: Helvetica Neue 55 Roman 7 pt
• Text always Helvetica Neue or Arial
• The ESAB logotype and typefaces must also be used in the correct manner. On every product, the visual messages such as logotype, product name and so on have been placed in order of importance in a logical, pre-determined manner. The principal signal is the ESAB logotype, followed by OK and the relevant product names, which are followed by the ISO and RESY symbols.

Logo Usage

• The ESAB brand logotype has been created for use solely in black, either on a yellow field or on white. Its elements are precisely proportioned and must not be altered -any change would impair the character and effectiveness of the mark.
• The logotype is complete in itself. It must not be used as part of headline text or typeset body copy -nor as part of a joint trademark or a corporate, sub-corporate or product name.
• Only authorised master copies of the logo may be used as originals for reproduction. Repro-sheets with logotype originals of various sizes are enclosed with this guide and can also be ordered from the Market Communication Department, ESAB AB, Goteborg, by sending in the enclosed order form. The logotype is also available in digital format.
• You are not allowed to change the proportions or to produce your own logotypes in a computer. They can never have precisely the right appearance and the feeling of recognition -one of the main reasons for having a logotype -is thus lost.
• The grid shows the exact proportions of the mark and its rectangular field of influence (grid field). It also shows the exact position of the® (registered trademark) which from now on will be an integrated part of the logotype. No other trademark, text, illustration or colour may intrude on this field. (Special free zones are permitted for consumables packaging, see page 29.)
• The ESAB trademark is registered on such a scale that the use of the® when labelling products and in marketing can take place without any foreseeable risks. The® label will therefore be an integrated part of the logotype from now on.
• The ESAB brand logotype can only be used in black on either a yellow or a white background.
• Yellow and black is the best colour combination when it comes to visibility, readability and attracting attention. The powerful ESAB signal transmitted by the combination of yellow and black must not be reduced or weakened by adding other distracting colours or graphic elements (stripes, dots, borders and so on) which quickly become “outdated”, as well as disrupting the visual signal. This is one of the prerequisites for a consistent graphic identity and it is something of which we must be extremely observant.
• The combination of yellow and black constitutes an unbeatable ESAB signal, especially in our industry.
• The risk of destroying the powerful ESAB signal by adding other colours has to be eliminated.
• The graphic elements cannot have the same mutual value. The eye roams around and is unable to find a fixed point.
• One of the graphic signals has to dominate and thus act as an eye-catcher.
• We have to put the different visual signals on consumables packaging and machines in order of importance. The principal signal is the ESAB logotype. On packaging, it is followed by ISO and RESY labels. We have done this to facilitate the visual communication and to guide the reader’s eye to the point we have chosen. There are no OK, ISO or RESY labels on machinery, so the order is the ESAB logotype, followed by the product name and electrical/ mechanical symbols.

Tone And Messaging

• The shortest route to fast and effective communication is simplicity and consistency of graphic design. The visual signal must be free from trend-oriented graphic “ornaments”.
• Yellow and black is the best colour combination when it comes to visibility, readability and attracting attention. The powerful ESAB signal transmitted by the combination of yellow and black must not be reduced or weakened by adding other distracting colours or graphic elements (stripes, dots, borders and so on) which quickly become “outdated”, as well as disrupting the visual signal. This is one of the prerequisites for a consistent graphic identity and it is something of which we must be extremely observant.
• The combination of yellow and black constitutes an unbeatable ESAB signal, especially in our industry.
• The risk of destroying the powerful ESAB signal by adding other colours has to be eliminated.
• The graphic elements cannot have the same mutual value. The eye roams around and is unable to find a fixed point.
• One of the graphic signals has to dominate and thus act as an eye-catcher.
• Helvetica -a timeless typeface which triggers associations with technology and industrial operations.
• We have to put the different visual signals on consumables packaging and machines in order of importance. The principal signal is the ESAB logotype. On packaging, it is followed by ISO and RESY labels. We have done this to facilitate the visual communication and to guide the reader’s eye to the point we have chosen. There are no OK, ISO or RESY labels on machinery, so the order is the ESAB logotype, followed by the product name and electrical/ mechanical symbols.

Brand Values

• The shortest route to fast and effective communication is simplicity and consistency of graphic design. The visual signal must be free from trend-oriented graphic “ornaments”.
• ESAB’s basic identity from the 1980s has a simplicity in terms of both colour scheme and graphic design. The house colour was chosen with care and, after many tests, yellow was found to be the best. It triggers positive associations, it is trendless and, in combination with black, it emits very powerful identity signals, in what are frequently muddled and confused workshop settings.
• Yellow and black is the best colour combination when it comes to visibility, readability and attracting attention. The powerful ESAB signal transmitted by the combination of yellow and black must not be reduced or weakened by adding other distracting colours or graphic elements (stripes, dots, borders and so on) which quickly become “outdated”, as well as disrupting the visual signal. This is one of the prerequisites for a consistent graphic identity and it is something of which we must be extremely observant.
• The combination of yellow and black constitutes an unbeatable ESAB signal, especially in our industry.
• The risk of destroying the powerful ESAB signal by adding other colours has to be eliminated.

Visual Style

• The shortest route to fast and effective communication is simplicity and consistency of graphic design. The visual signal must be free from trend-oriented graphic “ornaments”.
• Yellow and black is the best colour combination when it comes to visibility, readability and attracting attention. The powerful ESAB signal transmitted by the combination of yellow and black must not be reduced or weakened by adding other distracting colours or graphic elements (stripes, dots, borders and so on) which quickly become “outdated”, as well as disrupting the visual signal. This is one of the prerequisites for a consistent graphic identity and it is something of which we must be extremely observant.
• The combination of yellow and black constitutes an unbeatable ESAB signal, especially in our industry.
• The risk of destroying the powerful ESAB signal by adding other colours has to be eliminated.
• The graphic elements cannot have the same mutual value. The eye roams around and is unable to find a fixed point.
• One of the graphic signals has to dominate and thus act as an eye-catcher.
• Helvetica -a timeless typeface which triggers associations with technology and industrial operations.
• We have to put the different visual signals on consumables packaging and machines in order of importance. The principal signal is the ESAB logotype. On packaging, it is followed by ISO and RESY labels. We have done this to facilitate the visual communication and to guide the reader’s eye to the point we have chosen. There are no OK, ISO or RESY labels on machinery, so the order is the ESAB logotype, followed by the product name and electrical/ mechanical symbols.

Layout And Composition

• The shortest route to fast and effective communication is simplicity and consistency of graphic design. The visual signal must be free from trend-oriented graphic “ornaments”.
• Yellow and black is the best colour combination when it comes to visibility, readability and attracting attention. The powerful ESAB signal transmitted by the combination of yellow and black must not be reduced or weakened by adding other distracting colours or graphic elements (stripes, dots, borders and so on) which quickly become “outdated”, as well as disrupting the visual signal. This is one of the prerequisites for a consistent graphic identity and it is something of which we must be extremely observant.
• The combination of yellow and black constitutes an unbeatable ESAB signal, especially in our industry.
• The risk of destroying the powerful ESAB signal by adding other colours has to be eliminated.
• The graphic elements cannot have the same mutual value. The eye roams around and is unable to find a fixed point.
• One of the graphic signals has to dominate and thus act as an eye-catcher.
• We have to put the different visual signals on consumables packaging and machines in order of importance. The principal signal is the ESAB logotype. On packaging, it is followed by ISO and RESY labels. We have done this to facilitate the visual communication and to guide the reader’s eye to the point we have chosen. There are no OK, ISO or RESY labels on machinery, so the order is the ESAB logotype, followed by the product name and electrical/ mechanical symbols.

Digital Guidelines

• You are therefore recommended to use the first template that is included in our current Lotus Notes mail platform, not the more or less imaginative mail headers that also accompany the system. You are also re­commended to add a suitable “foot” with the necessary address info.
• As this is a global medium, uniformity in terms of graphics and content is important. The visual identity rules which gov­ern printed media also apply in principle to the Internet, but the technical limitations of the Web and the browser software used to navigate through it must naturally be taken into account. Each sales company will have its own Web site, where information specific to its market can be put. The over­all structure should, however, be the same.
• The logotype is located in the top left-hand field. The top menu and the left-hand menu are also fixed. The typeface used in normal texts and in graphical areas is Verdana. This font has good readability even in small sizes. The typeface used in headers is Helvetica Neue.
• As the Internet can only be described as a living medium, the guidelines and recommendations will be updated at regular intervals. Always make sure that you have the latest version by contacting your local lnfomaster or the Market Communi­cation Department in Goteborg.
• As the intranet is a joint channel, uniformity in terms of graphics and layout/navigation is very important. For this reason, we have created the ESAB intranet guidelines which should be used when creating, reading, copying and distri­buting information presented on the ESAB intranet pages.
• There are certain degrees of freedom when making a new document. There are, however, certain basic layout elements including the ESAB logotype, the navigation frame and the title of the page which must always be included in the same place on the page.
• The Helvetica or Arial typefaces are recommended for use for all texts.
• The guidelines and recommendations will be updated at regular intervals. Always make sure that you have the latest version by contacting your local lnfomaster or the Market Communication Department in Goteborg.

Print Guidelines

• The ESAB logotype should always be positioned in the upper right-hand corner of the front page.
• Always use the Helvetica typeface in product-related printed matter both in headlines and in body copy.
• The stipulated design for printed matter naturally applies to all business areas, such as welding equipment, welding consumables and cutting systems.
• Columns in 10/11 pt or 11/12 pt guarantee good readability. Lead-ins can be type-set using a Roman typeface or italic, medium or semi-bold in varying point sizes.
• As a general rule, the size of the pictures determines the required number of columns. When using two columns, three different widths are permitted for the illustrations, respectively: 46 %, 41 and 20 picas. Columns should be 20 picas wide and, as previously mentioned, the typeset lines should be long and short, and not aligned like the left-hand margin. The two-column system also requires an inner margin of 3 picas and an outer margin of 2 picas.
• Head: 100% yellow + 5% magenta. Other areas: 30% yellow or varying percentage of yellow for priority.
• When it comes to the last page, the logotype should be printed at the foot of the page on the left-hand side with company data. Space should be left in the bottom right-hand corner for local distributors to add their dealer imprint.
• Head: 100% yellow (NCS S 0580-Y).
• Other areas: 30% yellow or varying percentage of yellow for priority.
• Picture copy in Helvetica Neue Medium Italic 9 pt.

Packaging Design

• We have to put the different visual signals on consumables packaging and machines in order of importance. The principal signal is the ESAB logotype. On packaging, it is followed by ISO and RESY labels. We have done this to facilitate the visual communication and to guide the reader’s eye to the point we have chosen.
• Yellow and black is the best colour combination when it comes to visibility, readability and attracting attention. The powerful ESAB signal transmitted by the combination of yellow and black must not be reduced or weakened by adding other distracting colours or graphic elements (stripes, dots, borders and so on) which quickly become “outdated”, as well as disrupting the visual signal. This is one of the prerequisites for a consistent graphic identity and it is something of which we must be extremely observant.
• The combination of yellow and black constitutes an unbeatable ESAB signal, especially in our industry.
• The risk of destroying the powerful ESAB signal by adding other colours has to be eliminated.
• ESAB has an approved packaging design which forms an important part of the total corporate identity of the ESAB brand.
• ESAB’s house colour combination of yellow and black is a very important identity device. The correct shade of yellow, NCS S 0580-Y, must always be used, regardless of the printing medium. ESAB and its suppliers share responsibility for this.
• The ESAB logotype and typefaces must also be used in the correct manner. On every product, the visual messages such as logotype, product name and so on have been placed in order of importance in a logical, pre-determined manner. The principal signal is the ESAB logotype, followed by OK and the relevant product names, which are followed by the ISO and RESY symbols.
• New logotypes or symbols to be used for ESAB products must not be created.
• Detailed information for manufacturing units can be found in a special brochure “Welding consumables packaging design guide”, which can be ordered from Business Area Consumables, ESAB AB, Goteborg -order No. XA 00066120.

Additional Properties