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Visual Brand Language
Introduction to Global Style Guide
© MSA 2012
Agenda
 What is Visual Brand Language?
 MSA Brand Positioning
 VBL Concept
 Global VBL Style Guide
– Graphic Design
– Packaging Design
– Industrial Design
– Trade Shows
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 Next Steps
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What is Visual Brand Language?
 Unique combination of design elements
that allow customers to make an immediate
visual connection to the MSA brand
 VBL communicates our
values and personality
 VBL is like a pyramid
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Why Visual Brand Language?
 To communicate our company's brand identity
more effectively and clearly
 To have a uniform and recognizable
appearance of communications
 To support the overall customer experience
 To differentiate from our competitors
 To have a new and fresh look for MSA all
around the world
 To create an emotional connection to our target
audiences
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MSA Brand Positioning
TRUST
& DURABILITY
 Defines
the visual tone of the MSA brand in
Forrelation
nearly 100
passionate mission of safety empowers
toyears
otherourbrands
us “The Safety Company” to protect lives.
 Communicates our purpose, our cause, and
We are committed to providing the latest in innovative, best-inour
beliefs
class
safety
solutions that feature integrated systems capability
and allow our customers to return safely to their families and
friends.
Goal of Brand Positioning:
Every day our customers place their lives in our hands.
In response,
Create awepositive
memorable
image,
feeling
provide them
with protection
they can
trust,
andand
theirsatisfaction
stories become our
in hand
we of
partner
withstories.
MSAHand
in the
minds
our
with
our customers to earn that trust.
customers
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MSA Brand Positioning
 It is our goal for all MSA associates worldwide
to embrace, believe and promote our brand
promise
 Trust & Durability should be supported visually
in all our marketing materials and product designs
 It should be obvious to users interacting with
our products
 To support MSA Brand Positioning effectively,
a new Visual Brand Language concept will
be applied globally
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VBL Concept
 Focus on PEOPLE (employee at work
compared to individual in private life)
communicates the TRUST aspect
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 Structured and clear look provides
high-grade impression and powerful forms
communicate DURABILITY
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VBL Concept
 Basic Element: MSA Keystone
– Plays a fundamental role for the recognition of
the MSA brand
– Stands for protection, trust and durability
– Clear and strong form reflects the ruggedness
Keystone
and reliability of MSA products
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Global VBL Style Guide
 Defines all relevant, visual features specific for
MSA
 Should guarantee a global consistency and
recognition of the MSA brand
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Global VBL Style Guide
 Section 1: Introduction
– Mission and Vision, MSA Brand Positioning, VBL
Pyramid, Total Brand Experience Lifecycle
 Section 2: Graphic Design
– Essentials, Literature, Advertisements, Stationery,
PowerPoint Presentations, Videos, MSA Website
 Section 3: Packaging Design
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 Section 4: Industrial Design
– Design Process, Design Principles, Signature
Elements, General Guidelines, Logo Application
 Section 5: Trade Shows
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VBL Guide – Essentials
 Logo Usage Guidelines
 Corporate Color Palette
 Corporate Font
 Corporate Design Paper
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VBL Guide – Literature
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Market-Segment Brochure
© MSA 2012
4-Pages Product Leaflet
2-Pages Product Leaflet
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VBL Guide – Literature
 Categories of Literature
– Application / Market Segment-oriented
– Product-related
– Others
 Image Style
 Layout
– Color Scheme
– Typography
– Graphic Elements
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 Literature Content
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VBL Guide – Advertising
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Image-oriented
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Product-oriented
Half-page
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VBL Guide – Advertising
 Essential Elements
– MSA Logo
– Corporate Font
– Contact Details
 Recommended Elements
– MSA Keystone
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VBL Guide – Stationery
 Business Cards
 Letterheads
 Internal Notices
 Internal Memos
 Email Signature
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VBL Guide – PowerPoint
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VBL Guide – Videos
 Logo Opening
 Identifying Graphic
 Program Exit
 Program Format
 Packaging and
Labeling
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VBL Guide – Website
 URL
 Concept
 Color Scheme
 Typography
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www.MSAsafety.com
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VBL Guide – Packaging
 Corporate Logo
 Color Scheme
 Elements on the Box
–
–
–
–
–
Text
Carbon Fiber Texture
Product Picture
Keystone
Aspect Ratio
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 Taping
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VBL Guide – Industrial Design
 Design Process
 Design Principles
 Signature Elements
 General Guidelines
 Color Scheme
 Logo Application
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 Product Name
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VBL Guide – Trade Shows
 General Look
 Design Elements
 Staff Rules
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VBL Guide – Color Reference Sheet
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Where to find the VBL Guide…
 Online version: http://webapps.msanet.com/vbl
 PDF: Global Branding Database
 Printed version: For Marketing and R&D associates
Note: The VBL guide is an internal document and not meant for publication.
 Trainings on specific design areas in MSA-U
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– Graphic Design
– Packaging Design
– Industrial Design
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Next Steps
 Mandatory training for associates dealing with
VBL topics
 Local Creativity and Design Centers are
provided with templates for literature and
packaging design
 New concept will be applied to all future
materials
 Existing materials will be used up and changed
with revision/reorder
 Existing products remain unchanged
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Key Facts at a Glance
© MSA 2012
Keystone
 Always show MSA Logo in the
right manner
 Use the Corporate Color Palette
for all materials
 Always use the Corporate Font,
in 80% Black
 Focus on People visually
supports Brand Positioning
“Trust & Durability”
 MSA Keystone as basic graphic
element for all professionally
designed items
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VBL Concept applied to different Materials
Product
Website
Leaflet
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Powerpoint
Packaging
Advert
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Now it's up to us to support and live MSA's
Visual Brand Language to make our customers'
MSA experience the best that it can be!
THANK YOU FOR
YOUR ATTENTION!
© MSA 2012
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