Interspiro

🔗 Connections

Sector

Emergency services Defense

Region

Guideline Year

Language

Tags

Official Websites

Brand Guidelines

2016

Brand Summary

Mission

To keep professionals breathing in hazardous environments by providing industry-leading breathing equipment and innovations for safety-critical fields such as firefighting and diving [^1].

Core Values

innovation
historic weight
sensitivity
fleet-footedness
quality
safety
partnership with professionals [^2]

Target Audience

Firefighters, professional divers, and other professionals working in hazardous environments, including fire and rescue services, defence, shipping, and heavy industry .

Personality Traits

innovative
proud
sensitive
fleet-footed
never satisfied
genuine [^2]

Visual Identity Overview

The visual identity is built around a logo featuring a mask icon, red and black as main colors, and the payoff ‘Keeps You Breathing.’ The style is modern, clean, and professional, with genuine, calmly dramatic imagery and a consistent use of graphic elements such as red lines and clear typography [^5].

Categories

Brand Voice

The way we express ourselves in text is just as important a part of our identity as our graphic profile and our image style. By being consistent here, too, we further strengthen the brand.
The tonality in our text is characterised by both innovation and historic weight. Since the first half of the 20th century, lnterspiro has been the main innovator in the development of breathing equipment for firefighting, diving and other hazardous environments. We are proud of our technological milestones, but never satisfied. As a company, we are sensitive, fleet-footed and innovative, a combination that should also characterise our communications.
In product and advertising texts, we always focus on the benefits for the user, i.e. we highlight the benefits that our most recent innovations provide, rather than just talking about technical specifications.

Brand Imagery

lnterspiro has several different types of images, yet despite the fact that they convey different things, they have the same common denominators: they are genuine, calmly dramatic and have a clear focus.
These images show the user’s day-to-day life and working environment. They should be from the user’s perspective, which is why it is not always necessary to see the user, but rather what the person is facing. The images should be dramatically calm with a clear focus.
The user is in focus, not what is happening around them. The images should be relatively clean, with the person clearly in focus, and they should be calmly dramatic. Above all, they should be perceived as genuine.
The product pictured from its very best angle, with the same calm dramatic composition and quality. The images should primarily give the recipient a sense of the product. rather than exactly what it looks like and how it works.
These images should provide the recipients with all they need to know to make their choice. We use the angles that are needed and present the details in depth.

Color Palette

The logo may not be used in any colour other than red (based on PMS 185) and black, apart from as a single colour variant in black or white. The logo must always be printed 100 per cent.
The red and black logo must be used as far as possible. The red colour is historically an important part of our identity, and stands for the quality and innovation for which lnterspiro is renowned.
In cases where it is not possible to use the red and black logo, a single colour black or white logo is used. The black logo is used for light backgrounds, while the white one is used for dark backgrounds.
Pantone Black Pantone White C: o% R: 235 M: 100% G: 0 Y: 80% B: 41 K: o% Y: o% K: 100% # ebo029 C: o% R: 0 M: o% G: 0 B: 0 # 000000 C: o% R: 255 M: o% G: 255 Y: o% B: 255 K: o% # ffffff
The symbol may only be used in the same colours as the logo: red, black or white. The symbol may never be used in other colours.
lnterspiro’s three main colours are red, black and white. Black can also be used in various shades of grey. The red colour is historically an important part of our identity, and stands for the quality and innovation for which lnterspiro is renowned.
Pantone Black C: o% R: 0 M: 0% G: 0 Y: o% B: 0 K: 100% # 000000 Pantone White C: o% R: 255 M: 0% G: 255 Y: o% B: 255 K: o% # ffffff
Complementary colours may be used to achieve greater variation. These may be used for example for graphs, tables and other graphical elements. There are two scales: A warm scale for firefighters and a cold scale for divers.
A complementary colour may never take over from the main colours, but may only be used in a subordinate role.

Typography

Interspiro uses the Meta font as its main font.
Both for headings and body text.
Meta is a sans-serif font with a great deal of character. It is perceived as modern, yet at the same time has a classic weight – perfect for a company like Interspiro, which combines historic weight with the ability to be at the forefront of developments.
Meta Black – Used for larger headings and more powerful intermediate headings
Meta Medium – Used for intermediate headings
Meta Normal – Used primarily for white body text or where the font size is smaller than 6.5 points
Meta Light – Used for body text down to a font size of 6.5 points
The name Interspiro is written with the first letter in upper case and the remainder in lower case, both in body text and in headings, never all in upper case or lower case.
Product names are always written with the first letter in upper case and the remainder in lower case, with the exception of abbreviations such as RS4.
The Trademark symbol (™) belonging to product names is only used in headings and product labelling, never in body text.
Headings are written with the first letter in upper case and the remainder in lower case, never all in upper case.
We do not use full stops in headings.
To ensure that the text is not too thin and consequently difficult to read when white, Meta Normal is used.
When the font size for text is smaller than 6.5 points, Meta Light becomes difficult to read. In this case, Meta Normal is used instead.
In editable digital productions, we often use “Web core fonts”. This refers to fonts that are installed in almost all computers as standard. Examples of editable digital productions include websites, PowerPoints, Word documents and e-mail.
Other typographic rules also apply to the digital typography.
Arial Black – Used for larger headings and stronger intermediate headings
Arial Bold – Used for intermediate headings
Arial Regular – Used for body text

Logo Usage

lnterspiro’s logo consists of four parts:
The logo must never be distorted in any way, and must always be used in its entirety. The ratios between the symbol, name and lines must never be altered.
The logo may not be used in any colour other than red (based on PMS 185) and black, apart from as a single colour variant in black or white. The logo must always be printed 100 per cent.
The red and black logo must be used as far as possible. The red colour is historically an important part of our identity, and stands for the quality and innovation for which lnterspiro is renowned.
In cases where it is not possible to use the red and black logo, a single colour black or white logo is used. The black logo is used for light backgrounds, while the white one is used for dark backgrounds.
Pantone Black # 000000
Pantone White # ffffff
Logo with outline: In order to use the logo against images/blocks of colour, there is a variant with a white outline. Note that the same rules regarding colours and variants apply to this variant.
It is only part of the mask that has an outline and that is positioned over the image/block of colour. It is important that the image/block of colour always ends at the same point on the mask.
The lower edge of the image/block of colour cuts precisely through the mask’s curve, so that it forms a point (see blue ring).
In order for the logo to be perceived clearly and not be disrupted by surrounding text or graphics, it is important for it to be surrounded by sufficient free space.
When the payoff “Keeps You Breathing” is used, this is placed within the free zone. The free zone for other text and graphics also applies in this case.
When the logo is used against images/blocks of colour, these may enter the free zone. The free zone for text and other graphics also applies in this case.
To ensure the logo does not appear in different sizes on equivalent printed material, manuals, advertisements, etc., we use a fixed width dimension of 5 mm when scaling the logo. (In the case of large logos, such as for trade fairs, signs and boxes, 5 cm applies as the interval).
The smallest possible width for the logo with the payoff is 25 mm
In sizes smaller than 25 mm, the payoff becomes too difficult to read. Instead, use the payoff separated from the logo.
The positioning of the logo is important. There must not be any doubt about who the sender is. If the logo is positioned consistently, it will be easier for the recipient to recognise the sender.
There are four primary positions for the logo: • Right bottom • Centre top • Centre bottom • Centre of an area
The distance between the red lines determines the positioning. At the bottom, the distance is based on the payoff. To the right at the edge of the logo.
The mask is an icon that reflects the company’s entire past, present and future -Interspiro’s DNA. It naturally has a prominent role in the graphic profile.
The symbol may only be used in the same colours as the logo: red, black or white. The symbol may never be used in other colours.
The symbol may never be used entirely separately as the sender for lnterspiro. The logo must be close by to guarantee lnterspiro as the sender.
The individual symbol and logo may not be used directly in connection with each other.
The size of the symbol is based on three conditions: 1. The logo’s symbol is the same size as the individual symbol 2. The symbol is the same height as the logo 3. The symbol is considerably larger than the used logo
In order for lnterspiro’s identity to remain strong with a high level of recognition, the logo must be consistently used in the right way.
The colours in the logo may not be combined in any other way.
The logo’s proportions may never be adjusted or changed in any way.
The logo may not be distorted.
The logo may not be rotated.
Colours other than red, black or white may not be used.
The “i” in the coloured logo may not be in any colour other than red.
The “i” in the black and white logo is filled in. The previously hollow “i” is not used.
The lines in the logo may not be removed or changed.
The size ratio between logo and payoff may not be adjusted.

Tone And Messaging

The way we express ourselves in text is just as important a part of our identity as our graphic profile and our image style. By being consistent here, too, we further strengthen the brand.
The tonality in our text is characterised by both innovation and historic weight. Since the first half of the 20th century, lnterspiro has been the main innovator in the development of breathing equipment for firefighting, diving and other hazardous environments. We are proud of our technological milestones, but never satisfied. As a company, we are sensitive, fleet-footed and innovative, a combination that should also characterise our communications.
In product and advertising texts, we always focus on the benefits for the user, i.e. we highlight the benefits that our most recent innovations provide, rather than just talking about technical specifications.
See pages 34-35 for examples of our tonality.

Visual Style

The logo must never be distorted in any way, and must always be used in its entirety. The ratios between the symbol, name and lines must never be altered.
The logo may not be used in any colour other than red (based on PMS 185) and black, apart from as a single colour variant in black or white. The logo must always be printed 100 per cent.
The red and black logo must be used as far as possible. The red colour is historically an important part of our identity, and stands for the quality and innovation for which lnterspiro is renowned.
In cases where it is not possible to use the red and black logo, a single colour black or white logo is used. The black logo is used for light backgrounds, while the white one is used for dark backgrounds.
Pantone Black Pantone White C: o% R: 235 M: 100% G: 0 Y: 80% B: 41 K: o% Y: o% K: 100% # ebo029 C: o% R: 0 M: o% G: 0 B: 0 # 000000 C: o% R: 255 M: o% G: 255 Y: o% B: 255 K: o% # ffffff
In order for the logo to be perceived clearly and not be disrupted by surrounding text or graphics, it is important for it to be surrounded by sufficient free space.
The distance between the lines in the logo (x) is the guide for the space around the logo (blue squares).
To ensure the logo does not appear in different sizes on equivalent printed material, manuals, advertisements, etc., we use a fixed width dimension of 5 mm when scaling the logo. (In the case of large logos, such as for trade fairs, signs and boxes, 5 cm applies as the interval).
The smallest possible width for the logo with the payoff is 25 mm
In sizes smaller than 25 mm, the payoff becomes too difficult to read. Instead, use the payoff separated from the logo.
The positioning of the logo is important. There must not be any doubt about who the sender is. If the logo is positioned consistently, it will be easier for the recipient to recognise the sender.
There are four primary positions for the logo: • Right bottom • Centre top • Centre bottom • Centre of an area
The mask is an icon that reflects the company’s entire past, present and future -Interspiro’s DNA. It naturally has a prominent role in the graphic profile.
The symbol may only be used in the same colours as the logo: red, black or white. The symbol may never be used in other colours.
The symbol may never be used entirely separately as the sender for lnterspiro. The logo must be close by to guarantee lnterspiro as the sender.
The individual symbol and logo may not be used directly in connection with each other.
The size of the symbol is based on three conditions: 1. The logo’s symbol is the same size as the individual symbol 2. The symbol is the same height as the logo 3. The symbol is considerably larger than the used logo
lnterspiro’s three main colours are red, black and white. Black can also be used in various shades of grey. The red colour is historically an important part of our identity, and stands for the quality and innovation for which lnterspiro is renowned.
Complementary colours may be used to achieve greater variation. These may be used for example for graphs, tables and other graphical elements. There are two scales: A warm scale for firefighters and a cold scale for divers.
A complementary colour may never take over from the main colours, but may only be used in a subordinate role.
Interspiro uses the Meta font as its main font. Both for headings and body text.
Meta Black – Used for larger headings and more powerful intermediate headings
Meta Medium – Used for intermediate headings
Meta Normal – Used primarily for white body text or where the font size is smaller than 6.5 points
Meta Light – Used for body text down to a font size of 6.5 points
To ensure that the text is not too thin and consequently difficult to read when white, Meta Normal is used.
When the font size for text is smaller than 6.5 points, Meta Light becomes difficult to read. In this case, Meta Normal is used instead.
In editable digital productions, we often use “Web core fonts”. This refers to fonts that are installed in almost all computers as standard. Examples of editable digital productions include websites, PowerPoints, Word documents and e-mail.
Other typographic rules also apply to the digital typography.
Arial Black – Used for larger headings and stronger intermediate headings
Arial Bold – Used for intermediate headings
Arial Regular – Used for body text
The red line is part of lnterspiro’s graphic heritage. The line can be used to separate texts or images and as arrows to point to details.
The lines must not be overused, rather they are a graphic element that reinforces lnterspiro’s graphic identity at the same time as being practical as a separator.
The thick line is used primarily to distinguish sections of text, although it can also be used as a page separator (the way we use the line on the majority of the pages in this manual).
The thin line is not as prominent and is used for labelling or as an arrow to point to details.
lnterspiro has several different types of images, yet despite the fact that they convey different things, they have the same common denominators: they are genuine, calmly dramatic and have a clear focus.
These images show the user’s day-to-day life and working environment. They should be from the user’s perspective, which is why it is not always necessary to see the user, but rather what the person is facing. The images should be dramatically calm with a clear focus.
The user is in focus, not what is happening around them. The images should be relatively clean, with the person clearly in focus, and they should be calmly dramatic. Above all, they should be perceived as genuine.
The product pictured from its very best angle, with the same calm dramatic composition and quality. The images should primarily give the recipient a sense of the product. rather than exactly what it looks like and how it works.
These images should provide the recipients with all they need to know to make their choice. We use the angles that are needed and present the details in depth.

Iconography

The mask is an icon that reflects the company’s entire past, present and future -Interspiro’s DNA. It naturally has a prominent role in the graphic profile.
The symbol may only be used in the same colours as the logo: red, black or white. The symbol may never be used in other colours.
The symbol may never be used entirely separately as the sender for lnterspiro. The logo must be close by to guarantee lnterspiro as the sender.
The individual symbol and logo may not be used directly in connection with each other.
The size of the symbol is based on three conditions: 1. The logo’s symbol is the same size as the individual symbol 2. The symbol is the same height as the logo 3. The symbol is considerably larger than the used logo

Layout And Composition

The logo must never be distorted in any way, and must always be used in its entirety. The ratios between the symbol, name and lines must never be altered.
In order for the logo to be perceived clearly and not be disrupted by surrounding text or graphics, it is important for it to be surrounded by sufficient free space.
When the payoff “Keeps You Breathing” is used, this is placed within the free zone. The free zone for other text and graphics also applies in this case.
When the logo is used against images/blocks of colour, these may enter the free zone. The free zone for text and other graphics also applies in this case.
To ensure the logo does not appear in different sizes on equivalent printed material, manuals, advertisements, etc., we use a fixed width dimension of 5 mm when scaling the logo. (In the case of large logos, such as for trade fairs, signs and boxes, 5 cm applies as the interval).
The smallest possible width for the logo with the payoff is 25 mm
In sizes smaller than 25 mm, the payoff becomes too difficult to read. Instead, use the payoff separated from the logo.
The positioning of the logo is important. There must not be any doubt about who the sender is. If the logo is positioned consistently, it will be easier for the recipient to recognise the sender.
There are four primary positions for the logo: • Right bottom • Centre top • Centre bottom • Centre of an area
The distance between the red lines determines the positioning. At the bottom, the distance is based on the payoff. To the right at the edge of the logo.
The distance between the red lines determines the positioning.
The mask is an icon that reflects the company’s entire past, present and future -Interspiro’s DNA. It naturally has a prominent role in the graphic profile.
The symbol may only be used in the same colours as the logo: red, black or white. The symbol may never be used in other colours.
The symbol may never be used entirely separately as the sender for lnterspiro. The logo must be close by to guarantee lnterspiro as the sender.
The individual symbol and logo may not be used directly in connection with each other.
The size of the symbol is based on three conditions: 1. The logo’s symbol is the same size as the individual symbol 2. The symbol is the same height as the logo 3. The symbol is considerably larger than the used logo
In order for lnterspiro’s identity to remain strong with a high level of recognition, the logo must be consistently used in the right way.
The colours in the logo may not be combined in any other way
Colours other than red, black or white may not be used
The logo’s proportions may never be adjusted or changed in any way
The logo may not be rotated
The “i” in the coloured logo may not be in any colour other than red
The “i” in the black and white logo is filled in. The previously hollow “i” is not used
The logo may not be used solely in red PMS 185
The mask may not be moved without the mask
The lines in the logo may not be removed or changed
The size ratio between logo and payoff may not be adjusted

Brand Architecture

The Interspiro brand is supplemented with a number of sub-brands, including Divator and Inspire. In order to guarantee that Interspiro is always the driving factor in our customers’ purchasing decisions, the sub-brands are never marketed on their own – Interspiro is consequently always the sender of all communication.
For example, the sub-brand Divator is extremely strong within professional diving, but it is Interspiro that guarantees the product. To make this clear to our target group, we have to be consistent in the way we name and use our sub-brands.
All the sub-brands are supplemented with the trademark symbol (™) when we write them in heading form, to indicate that they are sub-brands. The trademark symbol is not used in body text and technical text, on the other hand.
Both Interspiro and our sub-brands are always written with the first letter in upper case and the remainder in lower case, never all in upper case or lower case.
See pages 34–35 for examples of how we work with sub-brands in advertising.

Packaging Design

Read more about our boilerplate text on page 6.
1. The symbol is the same height as the logo 2. The symbol is considerably larger than the used logo Read more about the ratio between logo and symbol on page 21.

Digital Guidelines

In editable digital productions, we often use “Web core fonts”. This refers to fonts that are installed in almost all computers as standard. Examples of editable digital productions include websites, PowerPoints, Word documents and e-mail.
Other typographic rules also apply to the digital typography.
• The name Interspiro is written with the first letter in upper case and the remainder in lower case, both in body text and in headings, never all in upper case or lower case.
• Product names are always written with the first letter in upper case and the remainder in lower case, with the exception of abbreviations such as RS4.
• The Trademark symbol (™) belonging to product names is only used in headings and product labelling, never in body text.
• Headings are written with the first letter in upper case and the remainder in lower case, never all in upper case.
• We do not use full stops in headings.
Arial Black – Used for larger headings and stronger intermediate headings
Arial Bold – Used for intermediate headings
Arial Regular – Used for body text

Print Guidelines

The logo may not be used in any colour other than red (based on PMS 185) and black, apart from as a single colour variant in black or white. The logo must always be printed 100 per cent.
Pantone Black Pantone White C: o% R: 235 M: 100% G: 0 Y: 80% B: 41 K: o% Y: o% K: 100% # ebo029 C: o% R: 0 M: o% G: 0 B: 0 # 000000 C: o% R: 255 M: o% G: 255 Y: o% B: 255 K: o% # ffffff
In order to use the logo against images/blocks of colour, there is a variant with a white outline. Note that the same rules regarding colours and variants apply to this variant.
To ensure the logo does not appear in different sizes on equivalent printed material, manuals, advertisements, etc., we use a fixed width dimension of 5 mm when scaling the logo. (In the case of large logos, such as for trade fairs, signs and boxes, 5 cm applies as the interval).
The smallest possible width for the logo with the payoff is 25 mm In sizes smaller than 25 mm, the payoff becomes too difficult to read. Instead, use the payoff separated from the logo.
There are four primary positions for the logo: • Right bottom • Centre top • Centre bottom • Centre of an area
The mask may not be used. The logo may not be distorted or changed in any way. The logo may not be rotated. The colours in the logo may not be combined in any other way. Colours other than red, black or white may not be used. The “i” in the coloured logo may not be in any colour other than red. The previously hollow “i” is not used. The size ratio between logo and payoff may not be adjusted.
lnterspiro’s three main colours are red, black and white. Black can also be used in various shades of grey. The red colour is historically an important part of our identity, and stands for the quality and innovation for which lnterspiro is renowned.
Complementary colours may be used to achieve greater variation. These may be used for example for graphs, tables and other graphical elements. There are two scales: A warm scale for firefighters and a cold scale for divers. A complementary colour may never take over from the main colours, but may only be used in a subordinate role.
Interspiro uses the Meta font as its main font. Both for headings and body text.
Meta Black – Used for larger headings and more powerful intermediate headings Meta Medium – Used for intermediate headings Meta Normal – Used primarily for white body text or where the font size is smaller than 6.5 points Meta Light – Used for body text down to a font size of 6.5 points
To ensure that the text is not too thin and consequently difficult to read when white, Meta Normal is used.
When the font size for text is smaller than 6.5 points, Meta Light becomes difficult to read. In this case, Meta Normal is used instead.

Naming Conventions

All the sub-brands are supplemented with the trademark symbol (™) when we write them in heading form, to indicate that they are sub-brands. The trademark symbol is not used in body text and technical text, on the other hand.
Both Interspiro and our sub-brands are always written with the first letter in upper case and the remainder in lower case, never all in upper case or lower case.
See pages 34–35 for examples of how we work with sub-brands in advertising.
• The name Interspiro is written with the first letter in upper case and the remainder in lower case, both in body text and in headings, never all in upper case or lower case.
• Product names are always written with the first letter in upper case and the remainder in lower case, with the exception of abbreviations such as RS4.
• The Trademark symbol (™) belonging to product names is only used in headings and product labelling, never in body text.
• Headings are written with the first letter in upper case and the remainder in lower case, never all in upper case.
• We do not use full stops in headings.