International - BrandGuidelines - Final (Update) PDF

Brand
Guidelines
October 2017
Table of contents
1 Introduction 3 5 Visual identity 15 6 Tone of voice 52

Logo 17 Writing tips 55
2 Our brand 5 Endorsement with AkzoNobel 19 Language style 55
Logo area 22 Some examples 56
Brand manifesto 6
Sign-off 23 Brand sign-off and transcreations 59
Brand platform 7
Colors 24
Typography 26
3 Boilerplate 10 Photography 28
7 Naming 60
Visual device 33 How we refer to ourselves 61
Animation 35 Naming principles 62
4 Applying our brand 12 Illustration style 36 Digital channels 64
Levels of engagement 13 Grid 37
Messaging framework 14 Application examples 38
8 Brand registration 65
1 Introduction
Introduction
Introduction International® is a leading coatings brand of AkzoNobel, with

a rich heritage, high levels of recognition and an exciting future.
These guidelines also
apply to the Interlux®
brand, the AkzoNobel
To strengthen and unify the International brand across a wide yacht brand in North
range of markets and applications, it’s important that we position America.
and present the brand in a consistent and engaging way.
These guidelines introduce the refreshed International brand,

its positioning, visual and verbal identity and supporting
brand assets.
These guidelines are mandatory and outline how to apply

the International brand and its elements consistently across
touchpoints. By doing this we will further build International
as a strong product brand across all segments.
When developing new communication or marketing materials,

familiarize yourself with these guidelines and apply them
prominently and with pride.
International · Brand guidelines 4

2 Our brand
Our Brand
Brand manifesto On sea or land, we are powered by our

passion for innovation and collaboration.
Based on a deep understanding of
our customers’ needs we develop
products and coating solutions that
Our International brand reflects our protect and perform. We set ourselves
endless curiosity and commitment to horizon challenges and partner with
discover and envision new advanced the best – customers and expert
coatings possibilities, and deliver collaborators.
the products and solutions that drive
our customers forward. We believe there is a great future ahead
for trusted coatings technologies that
We also benefit from the advantages that help both our customers’ businesses
come from being an AkzoNobel brand. advance, as well as the world around
We dedicate more people, technology us. We are excited and committed to
and investment into our research and playing an important part in this evolution,
development programs than any other championing and enabling progress now
coatings manufacturer in the world. and in the future.
International® Propelled by curiosity

Our Brand
Brand platform Brand essence International® Propelled by curiosity
The brand platform summarizes the brand story.

It functions in two directions: bottom up (from the
Brand statement With our International brand, we strive to be a leader for innovation in close
partnership with our customers. Focused on constant progression, we set
benefits leading up to the essence) and top down
new standards in levels of performance and the protection our products
(from the essence cascading down to the benefits).
offer. We push the boundaries of the possibilities our International products
and solutions can bring for the benefit of our customers, partners and the
world around us.
Brand insight The world around us is changing. These changes deliver unprecedented
and unexpected challenges – environmentally and commercially. The
opportunity we see for our International brand is to do what we’re good at:
envisioning how our advanced products and solutions can play a role in
meeting these challenges in order to innovate and foster positive change.
Brand personality Human – Confident – Visionary – Fresh perspective – Enquiring –

Trustworthy – Exploratory – Advancing
Brand benefits Protect – Perform – Partner – Progress

Our Brand
Brand platform Our brand sign-off Propelled by curiosity expresses our aspiration
of advancing our customers and the industries they operate in.
Brand essence It reflects how a real understanding of customer needs, combined
with a continuous quest for knowledge can result in meaningful and
change-making innovations.
The moving and advancing concept of the well-known propeller

in the International logo is used to express our aim to move forward
and put things in motion, both visually and verbally. This is supported
by our swirl, a versatile visual device. These assets are combined
with a mindset of ‘curiosity’; the way of thinking that drives our people
and determines how we innovate and partner with our customers.
It also provides a human, empathetic flavor to the brand which helps
to build connections.
For more information on how to apply Propelled by curiosity,

see page 23. For more information on how to apply the swirl, see
page 33.

Our Brand
Brand platform Protect

Brand benefits Protecting and preserving assets effectively.
Perform
Improving performance in durability, efficiency,
safety and aesthetics.
Partner
Supporting our customers with the right products,
trusted solutions and tailored services, through an
in-depth understanding of their needs.
Progress
Setting and exceeding the standards for our products,
and delivering innovations that drive our customers’
industries and consumers forward.

3 Boilerplate
Boilerplate
Boilerplate AkzoNobel’s International® brand is the world leader in marine,

yacht and protective coatings. A long-standing brand synonymous
with innovation and collaboration, it is the preferred choice of
industry leaders looking for excellence and expertise.
We deliver anticorrosive and fire protection, fouling control

technologies and aesthetic solutions for on and offshore.
Supported by high quality customer service and in-field support
around the globe, our technologically advanced International
product range strives to satisfy our customers’ needs now and
in the future.
International® Propelled by curiosity

4 Applying our brand
Applying our brand
Levels of Product
engagement Showcasing how our products, solutions and services deliver
innovative benefits for customers, consumers and the world
around us.
There are three levels of engagement for delivering Content describing features and benefits of products and
the International brand. These levels are product, services. Focus is on product.
partnership and end result.
Partnership
Showcasing how our curiosity and passion for finding new
solutions helps our customers and consumers achieve their goals.
Content describing how our curiosity and passion enable us to
devise future-proof and specialist solutions. Focus is on our drive
to innovate and understanding customer needs.
End result
Showcasing proof points and achievements that demonstrate how
our products and services help customers deliver their ambitions.
Content describing end results, the ease of using the product,
the magnitude, the impact etc. Focus is on the exceptional end
result, supported by evidential proof e.g. impactful numbers and
facts wherever possible.

Applying our brand
Messaging The messaging framework structures

the application of the International brand
groups across the various markets:
marine coatings, protective coatings
framework across touchpoints. It outlines how and yacht paint.
the brand benefits can be delivered at
different levels of engagement for each Access the Brand Center for examples
business, as well as across all markets. for each product group. They offer
a starting point for developing precisely
All messaging should be tailored structured and on-brand messaging.
specifically to the relevant target customer
Protect Perform Partner Progress
Product
Partnership
End result

5 Visual identity
Visual identity
Visual identity The International visual identity is the combination of visual

assets and elements we use to deliver a clear and consistent
brand look and feel.
The visual identity retains the well-known, existing International

wordmark and propeller logo, but extends it in line with the new
brand positioning to communicate innovation.
Over the next pages, you will find technical specifications for
the application of all elements of the visual identity. They should
be applied as specified and without adaptation.

Visual identity
Logo
The International logo, the compromising blue
wordmark and red propeller is a well-established
and iconic brand asset that we are proud to display
prominently and consistently.
The logo should be applied with sufficient clear
space to keep it clean.
International is a product brand and therefore should
not be locked up with a label or descriptor since this
could make it resemble a business brand.
An identifier can be included in limited
circumstances, such as in some social media
channels, but this must be approved prior to use.
Clear space exclusion zone

and minimum sizings
The logo should be protected by clear space.
This clear space must be at least the width of
the propeller. This technique prevents the logo
from being compromised by other visual assets
and ensures sufficient distance from the edge
of the page.
40 mm
The minimum size of the logo is 40 mm. It should
never be applied smaller. This is to ensure that all
elements remain legible and sufficiently prominent.

Visual identity
Logo versions
Full color version
The full color logo version (positive) is the preferred
usage. Use this version wherever possible.
The negative version should only be used as
an exception.
International logo full color, positive International logo full color, negative
The logo must be reproduced using the original
source file and displayed using the correct Pantone
color combinations.
Be careful with applying the logo on images
or textures where legibility could be affected.
Single color version

On occasions where the primary color version is
not possible, a single color version may be used.
This is the case when the logo is placed on a colored International logo single color, positive International logo single color, negative
background or on photography (and is required to
maintain legibility and visual harmony) or when the
production method restricts the number of colors
available for printing.

Visual identity
Endorsement
with AkzoNobel
Pantone 294 C
C100 M58 Y0 K21
R0 G81 B146
Hex 005192
AkzoNobel is the master brand and International
is the product brand. Primary color version, AkzoNobel blue
AkzoNobel brand endorsement should be applied

to all marketing materials to further strengthen both
brands, unless it cannot be applied due to size
restrictions of the application.
The AkzoNobel wordmark is the primary visual
identity element used and should be applied to
provide product brand endorsement off pack.
The primary color is blue but when color usage Secondary color version when technical limitations apply,
is technically restricted, it can be displayed in black AkzoNobel black and white
or white.
Sizing and clear space

The wordmark should never be smaller than 20 mm
or 98 px for digital applications.
The clear space exclusion zone minimum is the
height of the ‘A’ and the ‘N’. It is the area of clear
space around the logo to ensure its prominence
and legibility.
20 mm

Visual identity
Endorsement
with AkzoNobel 2/10th H
Logo sizing
The International logo should be 2/7th of the shortest
side. In extreme wide/tall applications, 2/10th of the
longest side can be applied.
The AkzoNobel wordmark has a minimum size of
1/7th of the short side of the application. If this sizing
rule doesn’t work in extreme wide/tall applications,
1/10th of the longest side can be applied.
H
The wordmark should never appear smaller than
the minimum size.
Endorsement on packaging (i.e. labels) must be
applied according to the guidelines and approved by
the Brand Center.
2/7th W 1/7th W
1/10th H

Visual identity
Endorsement
with AkzoNobel
Endorsed logo
The endorsed logo with ‘An AkzoNobel brand’ 72 mm and bigger 45 mm and bigger
as a subline can only be used in a partnership
or sponsoring context. Endorsed logo Endorsed logo at small sizes
This applies when the International brand is

presented amongst other, external brands and the
AkzoNobel brand cannot be presented following
the standard endorsement rules.
Authorized distributors and agents are also allowed
to use the endorsed logo.
For further information and approvals, visit brand.akzonobel.com.

All materials should be submitted through the onbrand approval
process to check if the endorsement has been applied correctly. Event backdrop example
Questions can also be addressed to brand@akzonobel.com.

Visual identity
Logo area
max. 1/3 height

The logo area is used to provide a protected space
for the International logo. It is shaped in a light curve
to give a fresh dynamic to the design.
It covers the full width of printed touchpoints and can
have flexible height. The minimum height is defined
by the clear space around the logo, the maximum
height is 1/3 of the format. It can accomodate titles,
for instance in product literature.
Both logos should be aligned horizontally or vertically,
but never diagonally.

Visual identity
Sign-off
The sign-off ‘Propelled by curiosity’ is an important
element of our branding. As such it should be
used in every top-level representation of the
International brand.
To allow for the specific requirements of different
media, it can be used in varying degrees of
prominence (see examples).
In case of very small applications such as social
media posts or web banners, you can opt not
to use it.

Visual identity
Colors Pantone Red 032 C Pantone 280 C Pantone XXX

C0 M90 Y86 K0 C100 M72 M0 K18 C0 M0 Y0 K0
Primary color palette R229 G53 B44 R0 G68 B137 R255 G255 B255
Hex E5352C Hex 004489 Hex FFFFFF
Color is an important element that guarantees
the International identity is always recognizable.
The primary palette consists of three colors:
International Blue, International Red (logo colors)
and white (100%).
The International logo should be placed
International Red International Blue White
on a white background whenever possible.

Visual identity
Colors CMYK 90/30/0/0
RGB 0/140/225
CMYK 70/0/6/0
RGB 0/200/230
CMYK 70/0/28/0
RGB 0/205/200
CMYK 36/0/100/0
RGB 185/213/0
CMYK 0/5/100/0
RGB 255/235/0
CMYK 0/65/100/0
RGB 255/120/0
CMYK 30/100/10/0
RGB 155/20/135
Secondary color palette (accent) #008CE1 #00C8E6 #00CDC8 #B9D500 #FFEB00 #FF7700 #9B1487
These colors are used to add personality and

dynamism to the International visual identity.
The palette consists of bright, saturated colors
that provide high contrast against background
colors and imagery (predominantly photography). CMYK 17/5/0/0 CMYK 16/0/2/0 CMYK 15/0/8/0 CMYK 10/0/22/0 CMYK 0/1/45/0 CMYK 0/20/30/0 CMYK 12/30/0/0
RGB 198/225/255 RGB 210/242/255 RGB 207/250/240 RGB 230/255/180 RGB 255/248/165 RGB 252/208/175 RGB 220/198/230
#C6E1FF #D2F2FF #CEF9EF #E6FFB4 #FFF8A5 #FCD0AF #DCC6E6
Secondary color palette

(extended) CMYK 50/13/0/0 CMYK 36/0/5/0 CMYK 30/0/16/0 CMYK 22/0/55/0 CMYK 0/5/100/0 CMYK 0/40/70/0 CMYK 18/60/0/0
The extended palette is a comprehensive set of
#82B9EF #A5E6F9 #AAEAE5 #D4EC6D #FFEB00 #F9A65F #C18BC6
colors chosen to offer flexibility in presentations
and infographics.
CMYK 90/30/0/0 CMYK 70/0/6/0 CMYK 70/0/28/0 CMYK 36/0/100/0 CMYK 0/16/100/2 CMYK 0/65/100/0 CMYK 30/100/10/0
These colors should be used sparingly, with the
primary and secondary palette colors dominating
#008CE1 #00C8E6 #00CDC8 #B9D500 #FFD000 #FF7700 #9B1487
the design.
#19469B #00A0C8 #008A84 #789B00 #BE9600 #C34C00 #6E005A
#0F2350 #007396 #00504B #354D00 #7E5A00 #842300 #46003C

Visual identity
Typography Offline
Helvetica Neue 85 Heavy
Online
Open Sans Bold
The primary International typeface is Helvetica ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

Neue. This is a modern and highly legible typeface,
popular for its suitability to use across a wide range
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
of applications. 1234567890 1234567890
Helvetica Neue is available in three versions
(LT Std, LT Pro, Com), based upon the languages Helvetica Neue 65 Medium Open Sans Regular
supported.
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
In addition, the typeface Arial is also available
as an alternative. It should only be used when
Helvetica Neue is not available on your system 1234567890 1234567890
(e.g. Microsoft Office).
The primary weights for Helvetica Neue are Helvetica Neue 45 Light Arial Regular
85 Heavy, 65 Medium, 45 Light and 35 Thin.
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
Apply typefaces and layout with consideration to
ensure clarity of messaging. Use white space and
small sections of copy to guide reader legibility 1234567890 1234567890
and understanding.
Open Sans is used for web applications. Helvetica Neue 35 Thin Arial Bold
Permitted exception: for the Yacht Paint websites ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

the Acumin Pro typeface is used.
1234567890 1234567890

Visual identity
Typography
Texts are generally left aligned to the ‘I’ of
International.
It is possibile and advised to add an
m-space indent in any line of the headline,
in order to visually balance the text
composition.
m-space

Visual identity
Photography Unusual perspective

International photography is always recognizable
Human element
International photography strives to go beyond the
principles and distinctive through the use of a different, unusual
perspective. The use of perspective adds interest and
object and create a strong connection with people.
The human element photography criteria introduces
a point of view to the image. This technique implies a human, relatable emotional quality to the imagery
The International photography style supports innovation and progress and acts as a visual metaphor even when people are not presented.
our brand positioning. To ensure the consistent for excellence and ambition.
Where possible though, a human element or presence
application of photography across touchpoints,
The principle can be achieved by using a single image should be incorporated to enable the viewer to build a
we utilize four photography levels.
or by selecting an interesting or unusual crop. relationship with the image, the product and the brand.
This is especially important for yacht paint where the
consumer is directly addressed.
These principles are Dynamic energy
• Unusual perspective
International photography strives to depict movement.
• Dynamic energy
This does not have to be the main subject or object but
Trusted and safe
• Human element
the overall impression should be the feeling of moving All International photography reinforces the brand’s world
• Trusted and safe
forwards. leading position and commitment to safety and quality.
The dynamic energy photography principle continues The trusted and safe photography level ensures that all
the visual metaphor of the propeller. Considerate cropping imagery depicts a high standard of safety provision and
and dynamic lines indicating potential or suggesting action quality control.
make this a powerful and interesting technique.
Safety is crucial. It is vital that people in shots are always
wearing the appropriate PPE wear and are operating in a
safe way.

Visual identity
Photography
examples
Protective coatings

Visual identity
Photography
examples
Marine coatings

Visual identity
Photography
examples
Yacht paint B2B

Visual identity
Photography
examples
Yacht paint B2C

Visual identity
Visual device
In order to offer a distinctive look and feel
to our communications and help communicate
the International brand positioning, we use
a graphical device called the swirl.
It’s a visual representation of our moving and
advancing concept (see brand essence).

Visual identity
Visual device
Applying the swirl
The swirl enriches and strengthens the photography.
Please crop and scale parts of the swirl to
emphasize the movement in the selected image
(see examples in this document).
The swirl should always be used in the same
accent color as the headline.
Please make sure to select simple, calm crops
of the swirl with a smooth flow of lines and avoid
strongly crossing lines.
It is possible to scale, rotate or mirror the swirl,
but always keeping constrained proportions.
Never use perspective, warping or distorting
effects on the swirl.
When placing the swirl, don’t cover important
parts of the image.
Download the swirl here

Visual identity
Animation
In order to consistently and prominently
leverage the brand International in video,
please use the start/end screen on the right.
The International logo is placed in the center,
with the AkzoNobel endorsement on the
top left. The swirl can be animated in the
secondary colors.
Please refer to the Brand Center
for a master file.

Visual identity
Illustration style 60
50
Use the secondary International color palette • abcd 55%
to help illustrations pop. The primary colors
40
exercitation • efghij 10%
30 voluptate • klm 10%
can be used but please be careful not to laboriosam • nopq 10%
overuse them. 20 • rst 5%
• uvw 5%
Infographics are similarly clean, simple, and 10 • xyz 5%
clear. Focus on a clear hierarchy in typography
0
and the flow of information. Q1 Q2 Q3 Q4
Data visualization is all about clarity and

simplicity. Don’t present too much information
in any given graph. 12
–––
10
8 lorem consectetur
ipsum adipiscing
6 amet
2 0x 1x 2x 3x

Visual identity
Grid 30,6 mm
This twelve column design grid is meant as

a starting point and inspiration for designing
materials with a consistent look and feel.
Please also refer to the application examples
in this document.
22,8 mm
17 mm gutter 4 mm 17 mm 17 mm gutter 4 mm 17 mm

Application
examples
Visual identity · Application examples
Product brand
advertising
Product brand advertising for International
preferably uses the International and AkzoNobel
logos in the bottom. Other applications as
per the guidelines on page 22 are possible.
The headline color is derived from the swirl
and can overlay the swirl.
Product brand advertising should follow
the levels of engagement and messaging
framework specified.
Protective coatings advertising example Marine coatings advertising example

Product brand
advertising
Yacht paint B2B advertising example Yacht paint B2C advertising example

Product literature
Product literature e.g. brochures, hand outs, etc.
preferably use the International logo at the top
right supported by the AkzoNobel wordmark in
the bottom right.
The product is supported by a descriptor.
Imagery and messaging follow the engagement
levels and messaging framework outlined.
Protective coatings example Marine coatings example

Product literature
Yacht paint B2B example Yacht paint B2C example

Product literature
Spread examples
Please refer to these exemplary layouts
for inspiration on how to use the grid when
designing content pages for brochures.

Rollup banners
Rollup banners preferably use the International
logo at the top right supported by the AkzoNobel
wordmark in the bottom right.
The swirl is optional here.
Protective coatings rollup banner examples Marine coatings rollup banner examples

Event backdrop
Event backdrops preferably use the International
logo at the top right supported by the AkzoNobel
wordmark in the bottom right.
The swirl is optional.
For larger exhibition stands the logo placement
and endorsement in the existing AkzoNobel brand
guidelines for Events apply. Please check these on
the Brand Center.
Protective coatings backdrop example

Event backdrop
Marine coatings backdrop example

Website header
Protective coatings

Website header
Marine coatings

Website header
Yacht paint B2B

Website header
Yacht paint B2C

Social media
Given the limited space available on social media
channels, only the red propeller is used as a visual
identifier, without the word International. The word
International in combination with the product
descriptor aids channel recognition.
Don’t apply the swirl to single social posts.

6 Tone of voice
Tone of voice
Tone of voice Our tone of voice plays a vital part in expressing our brand
values and personality. It helps us to create engaging, relevant,
consistent, trusted communications and experiences with the
International brand.
In line with our brand values and personality, our tone

of voice is: Focused. Human. Proven. Advancing.
Our tone of voice supports and reinforces our brand sign-off,

Propelled by curiosity. It communicates our commitment
to delivering impactful innovation, and enables us to be trusted
partners for our customers. It also showcases our commitment
– as part of AkzoNobel – to sustainability and corporate social
responsibility.

Tone of voice
Tone of voice Focused

What we mean: Clear, uncomplicated,
easy to understand and single‑minded.
Human
What we mean: Personal, collaborative,
trustworthy, understanding and relevant.
Proven
What we mean: Logical, explanatory,
results-orientated, data and research-driven
and substantiated by facts and figures.
Advancing
What we mean: Innovative, insightful,
problem-solving, solution-focused, scientific
and technical expertise, future-forward.

Tone of voice
Writing tips Keep it short and simple yet stunning, wherever possible.
In our choice of language, use language that supports
Share our focus on research and development
by providing proof points about the rigor and results
of our products.
our ‘advancement’ brand positioning i.e. innovative,
forward-looking and inquisitive. Combine science and knowledge with empathy,
and, where possible, ensure that there is a sound
Demonstrate our point of view, identify the rationale
balance of the two.
and purpose of our innovations and outline the end
result. Show how we add value in terms of protection Use interesting facts and insights to create a clear
and performance by giving examples. and logical narrative flow.
Language style Our language style is American English. For examples

of spelling and hyphenation, please access the AkzoNobel
Tone of Voice style guide within the guidelines section.

Tone of voice
Some examples Before After
Protective coatings Chartek 1709 is a high performance epoxy intumescent Why choose Chartek? We’ve protected millions
fire protection coating system. The product is a high of square meters of steel from the effects of fire
build, two pack material providing excellent durability over the past 40 years.
and combined corrosion and fire protection. ANSI/
Chartek 1709 is designed for a wide range of applications
UL 1709 tested and Exterior Listed by Underwriters
and fire scenarios, including pool fires up to 4 hours, jet
Laboratories (UL) for fire durations up to 4 hours.
fires and vessel protection. Its low installed weight and
excellent application properties make it the ideal choice
for modular construction or site application.
Movement is an essential part of life; it is the movement 110,000 people use Rotterdam station every day.
of people, goods and services that have driven us Our coatings innovations keep it safe and looking
to the modern age we live in. In this edition of surfaces at its best.
we start our movement around the world in The
We’re working with the transport hubs of the future –
Netherlands at the redeveloped Rotterdam Centraal
like the newly redeveloped Rotterdam station in the
station. This stunning railway terminal facilitates the
Netherlands – to keep structures safe yet beautiful
movement of over 110,000 people every day; we
looking. As well as supplying products from our wet
take a closer look at the redevelopment and the role
paint portfolio, we provided the intumescent fire
protective coatings and intumescent fire protection
protection solution for the station’s structural steelwork.
have played in keeping the station looking its best as
well as safe for all its commuters.

Tone of voice
Marine coatings With options for all vessel types, the Intersleek® product Innovation is going further with less fuel.
range is a significant development that can have a
Intersleek reduces fuel and emissions by 9%.
positive impact on the environmental profile and fuel.
Intertrac®Vision, the shipping industry’s first enhanced Harnessing Big Data for shipping efficiencies.
consultancy tool providing ship operators with
Intertrac®Vision is the very first digital tool specifically
predictions on the fuel and CO2 saving potential
designed to give the shipping industry a way to accurately
of fouling.
predict the potential fuel and CO2 savings offered by
fouling control coatings.
AkzoNobel’s marine business has worked with The We’ve helped shipping operators invest in cleaner
Gold Standard Foundation to create the first approved technologies.
carbon credit methodology in the marine industry! The
Together with the Gold Standard Foundation, we created
methodology is unique in that it is the only approved
the first approved carbon credit methodology in the
carbon-credit generating methodology for moving
marine industry.
articles (i.e. ships) which are not geographically bound
(all other projects have strict territorial boundaries). Our methodology is unique in that it is the only approved
carbon-credit generating methodology for moving articles
(i.e. ships) which are not geographically bound (all other
projects have strict territorial boundaries).
Most importantly, it means that, for the first time, shipping
operators can be additionally rewarded for investing in
cleaner technologies through the generation of carbon
credits.

Tone of voice
Yacht paint Boatguard EU is a low cost, polishing, cruising Making affordable protection a reality
antifouling designed to provide good protection in
Boatguard EU is a low-cost, polishing antifouling that
moderate to low fouling challenges. Specially formulated
provides great protection in a wide range of conditions.
for use in fresh and brackish waters whilst also
performing well in salt water Boatguard EU provides
a season long protection.
Micron Extra 2 is a high strength polishing antifouling Protects against even the harshest fouling
that provides 2 seasons protection from just one conditions.
application (3-4 coats). Formulated with Biolux®
Micron Extra 2 offers multi-season protection in just
Technology for controlled optimised biocide release,
3-4 coats. Formulated with Biolux Technology for
Micron Extra 2 delivers extra protection even in difficult
consistent performance, expect a high-quality, smooth
fouling conditions.
finish for up to 24 months.

Tone of voice
Brand sign-off The brand sign-off – Propelled by curiosity – is displayed

in English wherever possible alongside the International word
and permitted mark and propeller logo.
transcreations It is the sign-off of our brand materials and should not be used
as a headline. Also see page 23 for further details.
The brand sign-off should only be translated if the English

version will not be understood or where there is a legal necessity.
Approved transcreations – conceptual translations for certain
languages that convey the brand sign-off – are available from
the Brand Center.

7 Naming
Naming
How we refer The International brand is a valuable asset to gain growth

in our markets. It has a rich heritage and high levels
of recognition. Building on this, our aim is to position
Leading principle
The leading principle prescribes that:
to ourselves International as a strong product brand.

Consistently applied, this will help customers and other
• AkzoNobel is our corporate brand name
• AkzoNobel should always be the prominent name in
our external communications when we talk about the
stakeholders to associate International with a variety of
company
attributes and competencies and will connect these with
• When used, the AkzoNobel name must always stand on
the brand itself, as well as with AkzoNobel. Every part of
its own
our company will benefit from a consistent, unified and
• No further descriptors can be used in direct combination
compelling brand.
with this name. International is a product brand and as
To ensure we present International as a leading and unified such should only be used to identify a product range in
brand in all our marketing and media communications, product communications (i.e. advertising, brochures…)
please find some guidance on how we do this.
The reason for the leading principle for naming is that our
brand should reflect that we are one company, AkzoNobel.
One brand name, consistently applied, will make it easier
for our stakeholders and customers to recognize us, and
perceive us as one joined-up global company. They will
come to associate us with a variety of competencies and
offers and will connect these with the brand AkzoNobel
To our stakeholders it is AkzoNobel that offers product
groups such as decorative paints, wood coatings or
powder coatings to four key end-user segments: buildings
and infrastructure, transportation, consumer goods and
industrial.

Naming
Naming Descriptor names

Descriptor names must be appropriate to the product
Examples
1. AkzoNobel has launched a new marine coatings app for
principles group offered by AkzoNobel. In accordance with the

leading principle the brand name AkzoNobel must not be
used as a prefix to the descriptor name.
its customers around the world, which means they can
enjoy access to data anytime, anywhere.
2. Developed by researchers in the marine business of
AkzoNobel Business descriptor AkzoNobel, Intersleek 1100SR was launched in 2013.
There is only one business descriptor for editorial 3. AkzoNobel has showcased a new product innovation in
purposes: the marine and protective coatings business its International yacht coatings range at this year’s abc
of AkzoNobel. tradeshow.
Note that we don’t use this format: 4. Please join us at the AkzoNobel booth, number 368C,
at this year’s OTC Asia to find out what International
• AkzoNobel Paints & Coatings
coatings can do for you.
• AkzoNobel Marine and Protective Coatings
• AkzoNobel Decorative Paints 5. The International yacht paint product range of
AkzoNobel has been extended with a new topcoat
Product descriptor finish.
Product descriptors (marine coatings, protective coatings, 6. AkzoNobel site expansion strengthens the International
yacht paint) can be added to our communications to give brand in South America.
the various product groups prominence.
7. AkzoNobel has today announced that it will supply a
When answering the phone or greeting a customer, you are variety of International products, within its protective
an employee of AkzoNobel, not International Paint or any coatings range, to the new Greek National Opera.
other product brand.
8. AkzoNobel’s well known protective coatings International
brand selected for award winning architectural landmark.
9. AkzoNobel has introduced three new International
antifouling products for yacht owners.

Naming
Naming We do not use company names that were used in

the past, i.e. International Paint Marine Coatings,
International Protective Coatings etc.
Examples
1. International protective coatings provide high
principles International is used standalone preferably, and always

without the word Paint.
performance corrosion mitigation of steel and
concrete structures.
2. Our International yacht paint products are manufactured
International Product range descriptors (marine coatings, protective to the highest quality standards.
coatings, yacht paint) can be added to communication
3. Coated with both International protective coatings and
collateral (e.g. website) to give them prominence, but
passive fire products from AkzoNobel, the dome at
they are separated from the logo.
the entrance is supported by three tree-like columns.
Only in instances where it is mandatory to mention
4. For further information about marine coatings from
the legal entity (i.e. International Paint Ltd Singapore)
the International product range, please contact your
it is allowed to use the fully spelled legal name.
local AkzoNobel representative.
5. Our International range of protective coatings offers
high levels of performance and corrosion protection
in harsh environments.
6. It’s estimated that Intersleek, part of our International
product range, has helped to save $3 billion of fuel
and 32 million tons of CO2.

Naming
Digital Websites and apps

On our various websites the top banner always showcases
Social media channels
Given the limited space available on social media channels,
channels the full International logo top left. In addition to the
logo there is dropdown menu to navigate to the other
only the red propeller is used as a visual identifier, without
the word International. The word International in combination
International websites, placed in the header and/or footer, with the product descriptor aids channel recognition:
Our digital channels – websites, social media, apps – with the following product descriptor:
• International® marine coatings
are increasingly significant for the International brand.
• Protective coatings • International® protective coatings
It is important that the correct product descriptors
• Marine coatings • International® yacht paint
are consistently applied. By doing this our customers
• Yacht paint
will be able to navigate easily and select the relevant
channel of interest. In the event that a specific regional channel exists, for
example Europe or North America, then a geographical
descriptor may be added. For example:
• International® protective coatings China
• International® yacht paint North America

8 Brand registration
Brand registration
Brand Use of ™ and ® marks

Marks, ® or ‘registered marks’ should generally be used
Sizing
The size of ® marks should always be aligned with lower
registration after the first instance of any product banner name such
as Interthane®, Intersleek®, Microlinek®, Enviroline® or
case letters. This usually requires the ® mark to be
reduced in size by 2pt using the ‘Shrink Font’ key in your
Chartek®. Microsoft Word toolbar. For example, if your body text is
in Arial font, size 10pt, then the ® marks should be in 8pt.
They should also be used after the first instance of the
International brand name.
To avoid visual clutter, ® marks should be applied to body Legal disclaimer
text/content only. This means that they should not be used
At the bottom of all externally facing documents/sales
within titles/subtitles, graphs, tables and illustrations.
tools where references to product names are made, a
legal disclaimer should be included. Depending on the
trademark right on the product name (® or TM), please
ensure the following disclaimer is adopted:
® Registered trademark of AkzoNobel in one or more
countries.
or
™ Trademark of AkzoNobel.
When copyright can be claimed by AkzoNobel, always
use a copyright notice as follows: © [year of publication
of the work] [name of copyright owner], e.g.
© 2017 Akzo Nobel N.V.

Version 171005
Brand Center
For questions, approvals or further information on applying these guidelines, please
contact Susan van der Steenhoven (susan.vandersteenhoven@akzonobel.com).
Please also remember that all endorsements of the AkzoNobel brand also need to be approved.
For questions, approvals or further information, please contact brand@akzonobel.com.

International - BrandGuidelines - Final (Update) PDF

Hochgeladen von

Dokumentinformationen

Originaltitel

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

International - BrandGuidelines - Final (Update) PDF

Hochgeladen von

Copyright:

Verfügbare Formate

Brand

1 Introduction 3 5 Visual identity 15 6 Tone of voice 52

Introduction International® is a leading coatings brand of AkzoNobel, with

These guidelines introduce the refreshed International brand,

These guidelines are mandatory and outline how to apply

When developing new communication or marketing materials,

International · Brand guidelines 4

Brand manifesto On sea or land, we are powered by our

International® Propelled by curiosity

International · Brand guidelines 6

Brand platform Brand essence International® Propelled by curiosity

The brand platform summarizes the brand story.

Brand personality Human – Confident – Visionary – Fresh perspective – Enquiring –

Brand benefits Protect – Perform – Partner – Progress

International · Brand guidelines 7

The moving and advancing concept of the well-known propeller

For more information on how to apply Propelled by curiosity,

International · Brand guidelines 8

Brand platform Protect

International · Brand guidelines 9

Boilerplate AkzoNobel’s International® brand is the world leader in marine,

We deliver anticorrosive and fire protection, fouling control

International® Propelled by curiosity

International · Brand guidelines 11

International · Brand guidelines 13

Messaging The messaging framework structures

Protect Perform Partner Progress

International · Brand guidelines 14

Visual identity The International visual identity is the combination of visual

The visual identity retains the well-known, existing International

International · Brand guidelines 16

Clear space exclusion zone

International · Brand guidelines 17

Single color version

International · Brand guidelines 18

AkzoNobel brand endorsement should be applied

Sizing and clear space

International · Brand guidelines 19

International · Brand guidelines 20

This applies when the International brand is

For further information and approvals, visit brand.akzonobel.com.

International · Brand guidelines 21

max. 1/3 height

International · Brand guidelines 22

International · Brand guidelines 23

Colors Pantone Red 032 C Pantone 280 C Pantone XXX

International · Brand guidelines 24

Colors CMYK 90/30/0/0

These colors are used to add personality and

#C6E1FF #D2F2FF #CEF9EF #E6FFB4 #FFF8A5 #FCD0AF #DCC6E6

Secondary color palette

#19469B #00A0C8 #008A84 #789B00 #BE9600 #C34C00 #6E005A

#0F2350 #007396 #00504B #354D00 #7E5A00 #842300 #46003C

International · Brand guidelines 25

The primary International typeface is Helvetica ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

Permitted exception: for the Yacht Paint websites ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

International · Brand guidelines 26

International · Brand guidelines 27

Photography Unusual perspective

International · Brand guidelines 28

International · Brand guidelines 29

International · Brand guidelines 30

International · Brand guidelines 31