Putting Performance First
i.nova Global Branding System
Photo Courtesy of Daniele Domenicali
New Language of Innovation
World-class innovation has
always gone into every
Essroc product.
i.nova
Now it is going into our product
names as well.
i.nova is Italcementi’s new global branding system designed to convey both
performance and product in a single name.
Like the Italcementi i.lab (shown) in Bergamo and the Dives in Misericordia
Church in Rome, the i.nova communication strategy is another tool with
which Italcementi aims to anticipate market trends and customer needs
through a sustainable approach to building construction. i.nova also serves
to distinguish Italcementi globally as the preferred provider of cement
performance for beauty without borders.
New Look of Innovation
i.nova joins specific performance sectors with traditional brand
names into a single, intuitive visual language with which customers
can identify every Essroc product.
Each brand’s product formulation remains exactly the same. So while nothing inside the bags have changed, the outside of each bag
sports its own distinctive new look to convey Italcementi innovation and simplify the buying process.
Key Color
Each Family of Performance is identified by a key
color. This color code helps customers easily select by
performance and is particularly helpful in retail stores.
Italcementi Spiral
The essential symbol of Italcementi innovation and quality,
the spiral logo is shown in the key color specific to each
product’s performance.
Family of Performance
Describes the performance of products in that category.
In this case, products for standard use. The prefix “i”
stands for Innovation and Italcementi.
Symbol of Performance
Putting Performance First.
With the i.nova system, each product is categorized
into a specific Family of Performance which denotes
its formulation features. A table with each Family of
Performance is found on the back panel of this guide.
Each
1.
2.
3.
product has a compound name comprised of:
Family of Performance Name
Product Name
Product Specification, when applicable
Distinct symbols have been designed to identify each
Family of Performance, wordlessly reinforcing performance
meaning and allowing any Family to be recognized when it
is seen without supporting name or color.
Product
Traditional product names and logos are clearly shown to
maintain brand loyalty and facilitate instant recognition/
access by customers and distributors.
Product Specification
Identifies the specific formulation of that
particular product.
A typical two-part example is shown below:
i.tech
STONE-HOLD
Performance
Product or Product Line
High-performance technological products.
Stone veneer specialty mortar.
So, the i.nova name for the bag product shown in this example is:
i.work
Saylor’s
Type I
Performance
Product or Product Line
Product Specification
All classic cement products with
Essroc’s quality assurance and know-how.
Traditionally recognized
brand name.
Technical descriptor of that
product’s specific formulation.
Meet the i.nova Families of Performance:
Fundamental to Italcementi’s i.nova global branding system are the Families of Performance.
Each Family represents a performance sector, includes multiple traditional Product names, and is
supported with its own Key Color and Symbol of Performance.
Name, Key Color, Performance
Description and Symbol
i.work
All classic cement products with Essroc’s quality assurance
and know-how
i.pro
Products for professional usage, designed to facilitate the
user’s work
i.tech
i.speed
Highly technological products, able to guarantee ultra-high
performance in terms of strength and application
Quick-setting products aimed at accelerating
application times
i.flow
Self-compacting and self-leveling products, able to
minimize the effort of users
i.idro
Water-related (idro = hydro) performance products;
drainage and underwater applications
i.clime
i.sound
i.design
i.light
i.active
Thermal insulating products for energy-saving projects
Acoustic insulating products that improve living comfort
Products for highly aesthetic purposes: architectural, design,
artistic applications
Products able to provide transparency performance
Products containing TX Active photocatalytic principle with
self-cleaning and depolluting properties
To see which Family of Performance each product belongs to, visit us at www.essroc.com/inova
essroc.com
800-4-ESSROC